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Cool Solutions
Remarkable Research Tools to Get
Management's Attention and Support

August 2011

Copyright 2011 by Saurage Research, Inc. All rights reserved. No part of this document may be reproduced by any means whatsoever without permission in writing from Saurage Research, Inc.
In the next hour…
Plan to learn how marketing research
executives across the country are re-tooling
their research arsenals with the latest
technologies ― and successfully selling them
to management. What we will cover:

•

•
•

2
2

New research tools that will get
management’s attention
Reasons why management might nix
your research request – and what you
can do about it
The “dos and don’ts” for your meeting
with management
New Research Tools

Copyright 2011 by Saurage Research, Inc. All rights reserved. No part of this document may be reproduced by any means whatsoever without permission in writing from Saurage Research, Inc.
Mobile device and text messaging – the next level
•
•
•

72% of adult cell phone users send and receive text messages and 87%
teen cell users text.
The average adult sends or receives 10 text messages a day, while teens
typically send or receive 50 text messages a day.
23% of Americans have replaced their landline phones with cell phones

Pew Internet & American Life Project Survey - Cell Phones & American Adults, September 2010
4
4
Smartphones are lifelines for their users

Source:
The Pew Research Center’s Internet
& American Life Project, 2011

5
5
1 – Online Qualitative Options
•
•

6
6

Can be one on ones or groups
May include
– Online boards
– online journaling
– video diaries
– other multi-media
1 – Online Discussion Boards
•

•

7
7

Influential factors
– Can share individual thoughts with moderator before grouping
– Anonymity and convenience
– Costs are similar to F2F, limit travel, have limited investment costs
– They can boost interaction significantly, especially on topics that are relevant and
important to participants, because they can:
• design the overall experience so that participants quickly understand how to
engage with each other
• focus or re-focus the discussion as it unfolds
• use individual or group communications to keep participants engaged and help
them know that their contributions are valued.
Challenges
– No facial cues or body language although webcam technology has changed this
dynamic
– Without skilled QRCs to design, moderate and interpret, can be no better than OE
survey
8
1 – Online Journals and Video Diaries
•

•
•
•

9
9

Online Journaling
– Respondents “blog” about specific
activity or process, providing
thoughtful, detailed entries with
photos, video, text.
Video Diaries
– Journaling is effective by talking to
the camera, showing what a personal
space looks like….
Moderators and participants can text
real-time, send pictures
Entries can be sorted/viewed by
participant, date or task
Online Discussion Boards

•
•

10

Can be one on ones or groups
May include online journaling, video diaries, other multi-media
2 – Mobile Qualitative
•
•

•
•

•

There are 5.3 billion mobile subscribers worldwide
– 77% of the world population.
*Mobithinking.com
11
11

MMS, SMS, Facetime, pads/tablets
Non-intrusive way to obtain in-themoment insights
Fast response – 15-30 minutes
Influential factors
– No need for participants to think
back – immediacy in sharing
– Effective in reaching global targets
– No learning curve for participants
– High engagement level
Challenges
– Less depth and detail in texting
alone
– Mobile is not standardized
2 – Mobile Quantitative
•
•
•
•

•

[New study] proves that smartphone-based
survey data is statistically comparable to online
survey data.*GreenBookBlog.org
12
12

Variety of devices will respond
Consumers answer questions in the field
Fast response – 15-30 minutes
Influential factors
– Integrates with traditional d.c. software
– Immediate experiential feedback
– Demos like youth and road warriors
more likely to respond
– Higher faster response rate than online
Challenges
– Older phones less responsive
– Mobile is not standardized
3 – Experience Tracking with Webcams
•
•
•
•
•

13
13

Combines methodologies of in-person qualitative followed by live onsite
reporting, then F2F debriefing
Engages miniaturized video technology, secret-shopper style
Creates comparisons of beliefs against actions
Very intense activity
Rapid completion
4 – Insight Communities (MROCs)
•
•
•
•

•

14
14

Engages 50-200 customers, brand lovers, thought leaders, creatives, early
adopters, etc.
Useful platform for research co-creation
Use ongoing “loyalty” strategy to encourage participation
Influential factors
– Longitudinal input for process is terrific
– Fast-turn opportunities for empanelled participants
– B2B audiences respond favorably, as do B2C audiences
Challenges
– Initial costs are significant although they have fast ROI
– Significant staffing resources required
– Can take 3-6 weeks to launch
15
15
16
16
17
17
5 – Social Media
Mining the internet for knowledge to guide decisions with regard to brand, purchase
intent, emotional attraction and more…

Social media research is the application of scientific marketing
research principles to the collection and analysis of social media data
such that valid and reliable results are produced.*Conversition.com
18
18
5 – Social Media
•
•
•
•
•

Sentiment analysis
Story building
Traditional scoring methods
Sampling and weighting
Demographics

•
•
•
•

19
19

Specialists abound
Critical to refine objectives
Longitudinal in nature
Best used as part of a larger
project or research effort
Management Objections
Why They Resist and How to Move Past
Objections & Secure Approval

Copyright 2011 by Saurage Research, Inc. All rights reserved. No part of this document may be reproduced by any means whatsoever without permission in writing from Saurage Research, Inc.
Objection #1 – It’s too expensive

21
21
Counter to “It’s too expensive”

Vistage CEO Confidence Index, March 2011 (1,728 CEOs)
22
22
Objection #2 – Sales needs the budget more than you

23
23
Counter to “Sales needs your budget”
•
•
•
•
•

24
24

Sales and management need details about customer experiences
Metrics can quantify where / how sales are lost
Finding and remediating the disconnects between sales
promises, customer expectations and actual delivery can recover clients
Understanding key customer needs and perceptions drives messaging
for support collateral and advertising
Focused messaging ensures the company speaks with one voice
Objection #3 – We already invested in syndicated data

25
25
Objection #4 – We never really learn anything new

26
26
Meeting Navigation
Rules of the Successful Meeting

Copyright 2011 by Saurage Research, Inc. All rights reserved. No part of this document may be reproduced by any means whatsoever without permission in writing from Saurage Research, Inc.
Put it into context
•

•
•

28
28

Recognize C-level executives have
pressures from home, from
employees, from competing team
leaders, from industry
Often they don’t understand the details
and technology behind the methodologies
May want to choose:
– Path of least resistance
– Paved roads over new trails
– Cheapest solution
– Fastest delivery
– Most verifiable data
Negotiating the Management Suite
Do’s
• Prepare – know and address concerns
• Structure proposal around “how,” not “if”
• Define benefits that support multiple teams
• Share project ownership if desired
• Know strengths & weaknesses of elements
• Manage expectations of deliverables
• Channel confidence & enthusiasm
Don’ts
• Overload audience with brainiac details
• Go on the defensive
• Neglect to have Plans B & C ready to go
• Try to over-control the meeting/outcome
• Ignore management’s contributions
• Provide negative feedback

29
29
www.saurageresearch.com
www.realityspikes.com

@keyfindings

@realityspikes

ssaurage@saurageresearch.com

SusanSaurage-Altenloh
30
30

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Ama cool solutions research tools to get management support

  • 1. Cool Solutions Remarkable Research Tools to Get Management's Attention and Support August 2011 Copyright 2011 by Saurage Research, Inc. All rights reserved. No part of this document may be reproduced by any means whatsoever without permission in writing from Saurage Research, Inc.
  • 2. In the next hour… Plan to learn how marketing research executives across the country are re-tooling their research arsenals with the latest technologies ― and successfully selling them to management. What we will cover: • • • 2 2 New research tools that will get management’s attention Reasons why management might nix your research request – and what you can do about it The “dos and don’ts” for your meeting with management
  • 3. New Research Tools Copyright 2011 by Saurage Research, Inc. All rights reserved. No part of this document may be reproduced by any means whatsoever without permission in writing from Saurage Research, Inc.
  • 4. Mobile device and text messaging – the next level • • • 72% of adult cell phone users send and receive text messages and 87% teen cell users text. The average adult sends or receives 10 text messages a day, while teens typically send or receive 50 text messages a day. 23% of Americans have replaced their landline phones with cell phones Pew Internet & American Life Project Survey - Cell Phones & American Adults, September 2010 4 4
  • 5. Smartphones are lifelines for their users Source: The Pew Research Center’s Internet & American Life Project, 2011 5 5
  • 6. 1 – Online Qualitative Options • • 6 6 Can be one on ones or groups May include – Online boards – online journaling – video diaries – other multi-media
  • 7. 1 – Online Discussion Boards • • 7 7 Influential factors – Can share individual thoughts with moderator before grouping – Anonymity and convenience – Costs are similar to F2F, limit travel, have limited investment costs – They can boost interaction significantly, especially on topics that are relevant and important to participants, because they can: • design the overall experience so that participants quickly understand how to engage with each other • focus or re-focus the discussion as it unfolds • use individual or group communications to keep participants engaged and help them know that their contributions are valued. Challenges – No facial cues or body language although webcam technology has changed this dynamic – Without skilled QRCs to design, moderate and interpret, can be no better than OE survey
  • 8. 8
  • 9. 1 – Online Journals and Video Diaries • • • • 9 9 Online Journaling – Respondents “blog” about specific activity or process, providing thoughtful, detailed entries with photos, video, text. Video Diaries – Journaling is effective by talking to the camera, showing what a personal space looks like…. Moderators and participants can text real-time, send pictures Entries can be sorted/viewed by participant, date or task
  • 10. Online Discussion Boards • • 10 Can be one on ones or groups May include online journaling, video diaries, other multi-media
  • 11. 2 – Mobile Qualitative • • • • • There are 5.3 billion mobile subscribers worldwide – 77% of the world population. *Mobithinking.com 11 11 MMS, SMS, Facetime, pads/tablets Non-intrusive way to obtain in-themoment insights Fast response – 15-30 minutes Influential factors – No need for participants to think back – immediacy in sharing – Effective in reaching global targets – No learning curve for participants – High engagement level Challenges – Less depth and detail in texting alone – Mobile is not standardized
  • 12. 2 – Mobile Quantitative • • • • • [New study] proves that smartphone-based survey data is statistically comparable to online survey data.*GreenBookBlog.org 12 12 Variety of devices will respond Consumers answer questions in the field Fast response – 15-30 minutes Influential factors – Integrates with traditional d.c. software – Immediate experiential feedback – Demos like youth and road warriors more likely to respond – Higher faster response rate than online Challenges – Older phones less responsive – Mobile is not standardized
  • 13. 3 – Experience Tracking with Webcams • • • • • 13 13 Combines methodologies of in-person qualitative followed by live onsite reporting, then F2F debriefing Engages miniaturized video technology, secret-shopper style Creates comparisons of beliefs against actions Very intense activity Rapid completion
  • 14. 4 – Insight Communities (MROCs) • • • • • 14 14 Engages 50-200 customers, brand lovers, thought leaders, creatives, early adopters, etc. Useful platform for research co-creation Use ongoing “loyalty” strategy to encourage participation Influential factors – Longitudinal input for process is terrific – Fast-turn opportunities for empanelled participants – B2B audiences respond favorably, as do B2C audiences Challenges – Initial costs are significant although they have fast ROI – Significant staffing resources required – Can take 3-6 weeks to launch
  • 15. 15 15
  • 16. 16 16
  • 17. 17 17
  • 18. 5 – Social Media Mining the internet for knowledge to guide decisions with regard to brand, purchase intent, emotional attraction and more… Social media research is the application of scientific marketing research principles to the collection and analysis of social media data such that valid and reliable results are produced.*Conversition.com 18 18
  • 19. 5 – Social Media • • • • • Sentiment analysis Story building Traditional scoring methods Sampling and weighting Demographics • • • • 19 19 Specialists abound Critical to refine objectives Longitudinal in nature Best used as part of a larger project or research effort
  • 20. Management Objections Why They Resist and How to Move Past Objections & Secure Approval Copyright 2011 by Saurage Research, Inc. All rights reserved. No part of this document may be reproduced by any means whatsoever without permission in writing from Saurage Research, Inc.
  • 21. Objection #1 – It’s too expensive 21 21
  • 22. Counter to “It’s too expensive” Vistage CEO Confidence Index, March 2011 (1,728 CEOs) 22 22
  • 23. Objection #2 – Sales needs the budget more than you 23 23
  • 24. Counter to “Sales needs your budget” • • • • • 24 24 Sales and management need details about customer experiences Metrics can quantify where / how sales are lost Finding and remediating the disconnects between sales promises, customer expectations and actual delivery can recover clients Understanding key customer needs and perceptions drives messaging for support collateral and advertising Focused messaging ensures the company speaks with one voice
  • 25. Objection #3 – We already invested in syndicated data 25 25
  • 26. Objection #4 – We never really learn anything new 26 26
  • 27. Meeting Navigation Rules of the Successful Meeting Copyright 2011 by Saurage Research, Inc. All rights reserved. No part of this document may be reproduced by any means whatsoever without permission in writing from Saurage Research, Inc.
  • 28. Put it into context • • • 28 28 Recognize C-level executives have pressures from home, from employees, from competing team leaders, from industry Often they don’t understand the details and technology behind the methodologies May want to choose: – Path of least resistance – Paved roads over new trails – Cheapest solution – Fastest delivery – Most verifiable data
  • 29. Negotiating the Management Suite Do’s • Prepare – know and address concerns • Structure proposal around “how,” not “if” • Define benefits that support multiple teams • Share project ownership if desired • Know strengths & weaknesses of elements • Manage expectations of deliverables • Channel confidence & enthusiasm Don’ts • Overload audience with brainiac details • Go on the defensive • Neglect to have Plans B & C ready to go • Try to over-control the meeting/outcome • Ignore management’s contributions • Provide negative feedback 29 29