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:
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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
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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
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5. Smartphones are lifelines for their users
Source:
The Pew Research Center’s Internet
& American Life Project, 2011
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6. 1 – Online Qualitative Options
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Can be one on ones or groups
May include
– Online boards
– online journaling
– video diaries
– other multi-media

7. 1 – Online Discussion Boards
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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

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9. 1 – Online Journals and Video Diaries
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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
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Can be one on ones or groups
May include online journaling, video diaries, other multi-media

11. 2 – Mobile Qualitative
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There are 5.3 billion mobile subscribers worldwide
– 77% of the world population.
*Mobithinking.com
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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
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[New study] proves that smartphone-based
survey data is statistically comparable to online
survey data.*GreenBookBlog.org
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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
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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)
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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

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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
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19. 5 – Social Media
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Sentiment analysis
Story building
Traditional scoring methods
Sampling and weighting
Demographics
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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
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22. Counter to “It’s too expensive”
Vistage CEO Confidence Index, March 2011 (1,728 CEOs)
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23. Objection #2 – Sales needs the budget more than you
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24. Counter to “Sales needs your budget”
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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
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26. Objection #4 – We never really learn anything new
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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
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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
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30. www.saurageresearch.com
www.realityspikes.com
@keyfindings
@realityspikes
ssaurage@saurageresearch.com
SusanSaurage-Altenloh
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