ResearchAustralian Market & Social Research Society | Volume 28 | Number 2 | March 2011 News

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www.toluna-group.com CONTENT Research News March 2011 ASIA PACIFIC REGION

REGULAR SECTIONS FEATURES President’s point of view...... 4 14 News...... ……6 Mobile leapfrogs other technologies in Asia Profile A lot of Asian markets have leapfrogged older technologies, such as David Bottomley...... 8 analogue mobiles, to get straight into GSM and 3G. They’re also Company news & announcements starting to leapfrog fixed line phones at home to get straight into mobile. News, events and updates...... 10 Market research companies need to invest more in mobile phone Write to reply...... ……12 research methods if they want to take advantage of growth in the Asia Statistics Pacific region.By Kerry Sunderland Significance testing versus Bayesian statistics...... 20 The word’s out 16 Text analysis...... 21 Meeting the MR needs of Vietnamese SMEs Cover to cover Growth in the market research industry in Vietnam will come from Nudge – Improving Decisions about small and medium enterprises (SMEs) and not just the big multinational Health, Wealth and Happiness by corporations. This is because SMEs have been consistently the source Richard H Thaler and Cass R Sunstien.……24 of growth in Vietnam; on average, their profits grow about 20 per cent Career moves each year. But multi-tasking and non-traditional research approaches New appointments and promotions are required when working in Vietnam. for AMSRS members...... 25 By Tran Ngoc Dun and Tuong Tuan Thong HR, leadership & management Demand for market research 18 professionals in 2011...... 28 Odd ducks An ethical question...... ……28 Doing market research in China keeps even the most Society news...... ……29 experienced researchers on their toes. In a diverse market that Professional development program is constantly changing it takes guts and commitment to keep up calendar and dates for the diary...... 30 with the demands of clients. By Katarina Olausson

Research News is the official magazine of the AMSRS. It is 22 published monthly and distributed to members and subscribers.

Publisher In praise of the humble potato The Australian Market & Social Research Society Ltd Though many researchers have indeed capitalised beautifully Level 1, 3 Queen Street, Glebe NSW 2037. ACN 002 882 635. Tel: 02 9566 3100 or 1300 364 832 Fax: 02 9571 5944 on the power of the diary, one can still say it’s under-exploited, Executive editor and seems to me a bit like the potato of research; a versatile and Elissa Molloy...... [email protected] Managing editor humble option which, given its merits, never quite seems to get Kerry Sunderland...... [email protected] the appreciation it deserves. By Namita Mediratta Editorial subcommittee Kylie Brosnan, Paul di Marzio, Corey Fisher, Milica Loncar, Scott MacLean, Norma Nolan, Caroline Smith and Paul Vittles Advertising enquiries Evolve Media...... Tel: 02 6680 4075 8 - 9 September 2011 Design and layout AMSRS National Conference 2011 Sydney Hilton Hyve Creative...... [email protected]

Division contacts NSW Mike Beder, QPMR Curiouser & Curiouser Tel: 02 9371 0311 ...... [email protected] QLD Michael Gardiner, QPMR Tel: 07 3376 5176 ...... [email protected] SA Arry Tanusondjaja , QPMR Tel: 08 8302 0074.... [email protected] VIC Charmian Huggett, QPMR Tel: 03 9686 5444...... [email protected] SPONSORSHIP OPENS WA Derryn Belford, QPMR Tel: 08 9262 1896..... [email protected] ACT Jacqui Cristiano Tel: 02 6216 2881...... [email protected] 4 APRIL 2011 Unless expressly stated, the opinions published in Research News are not necessarily those of the AMSRS. The AMSRS accepts no responsibility for the accuracy of the opinions or For more information information contained in Research News. Readers should rely upon their own enquiries in making decisions. visit www.amsrs.com.au

Research News March 2011 3 PRESIDENT’S POINT OF VIEW

Thirsty?

ne of the real truths in our profession is ing the obvious and adding the meaningful’. things our profes- that we researchers are a thirsty lot! Which is the perfect way to describe what sion both need O I am referring to the seemingly we do, as we are often asked. and understand so never-ending thirst for new knowledge. De- The second way to feed your thirst is to do please join in and spite all the highs and lows of business these what 500 of us have already done and join the contribute if you days, researchers have constantly attended to ‘locked’ AMSRS group on LinkedIn at http:// haven’t already and supported their own professional develop- linkd.in/9MmfiD done so - it may ment, which demonstrates that we see this There are a wide range of thoughtful top- just be the tonic as important. ics being debated, everything from technical that will quench We currently have two good opportunities to chats about significance testing (http://linkd. your thirst. continue feeding this thirst this month. in/i0RmvG) to a very key discussion about the One is to get more familiar about what benefits of being a member of AMSRS. Is it is going on in the Asia Pacific region when relevant to a new emerging research agency? ESOMAR hosts APAC 2011 in Melbourne. The Do clients care? See http://linkd.in/gaNAuX fact ESOMAR has chosen Australia to host for more. Peter Harris, national president the conference demonstrates how we are With 500 members on LinkedIn, and grow- perceived on the world research stage. The ing every day, our thirst for knowledge and Twitter: program is packed with stories of innovation learning is again on show. When completing @peteraharris and good practice centred around the theme their profile most people say they join LinkedIn of simplicity. either to keep abreast of current issues and Blog: It was John Maeda, the American design to learn (connection) or to find a new job (op- http://peteraharris.wordpress.com/ guru, who said: ‘Simplicity is about subtract- portunity). Connection and opportunity are two

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APAC 2011 comes to Melbourne

ustralian researchers will get a glimpse The big domestic market of India has projected national (formerly NWC Opinion Research), are of the collective body of ‘local knowledge’ growth of 8.5 per cent while many regions in China forecasting more moderate growth in the rapid A among those conducting research across have double-digit growth targets. growth emerging economies compared to those the Asia Pacific region when ESOMAR’s Asia Pa- Then there are the emerging markets (like doing FMCG research. cific 2011 conference takes place on 19 to 22 March Vietnam and Indonesia) where the population ‘Many US and European companies cut at the Crown Promenade Hotel in Melbourne. numbers are so big (even if per capita adoption B2B and services research budgets in far flung The previously buoyant Asia Pacific region rates are much lower and the methods are not as markets likes Asia when the GFC hit,’ says ORC enjoyed a little breathing space before the global sophisticated) that they’re still incredibly interest- International regional managing director Greg financial crisis (GFC) hit (and then only in some ing for marketers, particularly those in the fast Wayman. ‘But the US seems to be emerging from countries were the ripples felt) and by all accounts moving consumer goods (FMCG) sector. the GFC and European markets appear to have the region has rebounded faster than Western Chris Farquhar, managing director of Cimigo, gone through the worst, so there will be renewed markets. says that while Singapore and Hong Kong were interest in Asia.’ Nevertheless, growth in the market research dramatically hit, those in Vietnam might well have industry in the coming year will vary considerably asked, ‘What recession?’ across the Asia Pacific region. In the regional However, while the regional buying centres buying centres (Japan, Singapore and Hong Kong) of Singapore and Hong Kong were affected most there is a close correlation between gross domes- severely by the GFC (also being key global financial tic product (GDP) and research spend; Singapore centres), researchers in the region report that is expecting 12 per cent growth in GDP this year; these two markets have also been the fastest to Hong Kong predicts nine per cent, while the Bank rebound. of Japan forecast only 3.3 per cent growth. The Those operating in the business-to-business James Fergusson Chris Farquhar forecast for South Korea is around four per cent. (B2B) and services sector, such as ORC Inter-

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The organisers of APAC 2011 note that the Asia creates a whole range of new challenges for the I think they are beginning to understand there are Pacific region is far more culturally and socially market research industry. different ways of speaking to people without hav- diverse than any other region in the world and ‘As marketers, you can’t just transplant your ing to compromise the quality of research results despite the challenges posed from meeting such personal experiences into rapid growth markets. in any way. They’re getting more comfortable with varying needs, it is a region that has consistently You have to go into these markets with a very open online research communities, for example. The demonstrated positive growth and development. mind. Secondly, these markets are also huge lo- sample sizes are dropping right down, but it’s James Fergusson, TNS Global Technology gistically and the infrastructure required to meet permission based. Times have changed.’ Sector managing director, who will be presenting clients’ needs is a real challenge for the industry. Australian researchers speaking at the con- a paper at the conference titled ‘Bridging the digital Thirdly, in rapidly growing emerging markets there ference include Peter Harris (Vision Critical and divide in qualitative research in emerging markets’ are no hygiene factors. The things we have taken AMSRS president), Bob Sharma and Frederic (see story on page 14), says it’s essential for re- for granted since 1975 in the research industry in Anne (Telstra), Roxan Toll (GMI), Stephen Paton searchers to understand the importance of looking Australia – i.e. I can find a valid, representative (AGL Energy), Roberto Capuccio and Peter Kenny beyond the big cities in markets like China. sample and can have confidence in my data – aren’t (Colmar Brunton) and Evette Cordy (Raspberry ‘The further you get away from the tier one necessarily the case.’ Innovation Research + Strategy). The two-day cities, the whole business model changes and One of the goals of APAC 2011 is to give re- conference is preceded by a series of workshops. local knowledge is absolutely critical in being searchers the opportunity to explore how they can For more info visit http://www.esomar.org/index. able to deliver valid and actionable insights. When offer encompassing insights in a region where the php/asia-pacific-2011-programme.html we start thinking about the bottom of the pyra- diversity, size and pace of change make for a highly mid, we see a whole different set of values and intricate mosaic. Errata: In the February 2011 edition article titled priorities in terms of what people purchase and ‘There are all sorts of cultural, economic and ‘State of the industry’ it was incorrectly stated therefore a whole different need for a purchasing societal factors that need to be taken into account. that Synovate had moved CATI operations to New Zealand. This is not the case; Synovate has an model. Those doing very well in these markets We’re having to mix methodologies a lot more Australian-based team of telephone interviewers include some of the major FMCG companies. today than five years ago,’ says Farquhar, whose and a face-to-face interviewing team that covers For example, in India, there’s more shampoo company operates in Hong Kong, China, Vietnam, all major capital cities in Australia. Synovate’s CATI sold by sachet than by bottles. We also need to India, Indonesia and Macau. ‘Previously, clients operations have always been based in Australia and there are no plans for this to change. understand the different distribution channels. It would insist on one methodology for all markets.

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Transition and transformation AMSRS founding member and Fellow David Bottomley has conducted research in urban and rural China for more than 20 years.

‘ am fortunate that my work takes me to interesting places,’ writes AMSRS Fel- Ilow David Bottomley in one of his annual Christmas letters to family and friends. Over the years, these Christmas letters have drawn heavily on the illustrated reports he prepares for clients after fieldwork excursions in China and Myanmar. Bottomley, who is founder of the Hong Kong company Asia Marketing Research Directions (AMRD), was based in Hong Kong from 1986 to 2008. One of his first research projects involved a taste test in a restaurant with snakes on the menu. The friends of the interviewers he employed were caught at the back door selling his imported beer taste samples. David Bottomley tries his hand at hawking in Taunggyi market, Myanmar Over the past 25 years, Bottomley has seen China race through its industrial revolution. More ence. He would put many younger researchers to double that number, and that “grandpa” [AKA Bot- recently, he has made bi-annual trips to China shame, climbing the stairs (or risking the ride in tomley] gets a baby placed in his arms. The latter is to oversee the China in Transition to a Market a dubious lift) to the top of multi-storey apartment hazardous. Diapers/nappies are not known in such Economy study, which commenced in March 2000 buildings along with the interviewers, as he has places. Babies wear pants split on the backside. and wound up in the middle of last year having always insisted that they commence their door I like babies but I don’t trust their inner controls. conducted about 50,000 face-to-face interviews in knocking for pre-planned calls on the top level So far, over the years, no accidents – but I limit my every province of China, other than Tibet. of the building. exposure to about five minutes!’ During his visits to China he has accompanied ‘Without that instruction,’ Bottomley says, He notes that during one interview in 2009, interviewers into many homes. These trips were ‘Interviewers might get too many ground and student characters kept popping in and out of the often undertaken to pre-test questionnaires or lower level flats.’ four doors off the central lounge area ‘like an old obtain a snapshot impression of the fieldwork. He writes with humility in his 2009 report, fashioned three-act comedy’. ‘Fieldwork supervision and checking needs to ‘Usually, on these trips, I walk up and down with In stark contrast to nursing infants and feigning be far more intensive and pre-planning in the office the interviewers but lazy from the previous day’s disinterest in curious neighbours, over the years is far more critical in Asia than in countries where travel, I let the interviewers do all the climbing until Bottomley’s associates have had to diplomatically market research is well-established,’ he wrote in they obtained an interview. Then they rang me, and negotiate their way through Chinese censorship the October 2001 edition of Research News. I went up to attend the interview.’ controls to get authorisation for his studies. How- Bottomley’s illustrated reports on these field- He notes in his reports other sampling chal- ever, it is 10 years since he had any interviewers work trips – in many ways, an exegesis on the main lenges, such as ‘what is a household when four arrested for asking suspicious questions about research report - document gradual improve- dwellings are adjacent and share a courtyard?’ such things as employment. ments in the standard of living in regional and In Myanmar, sampling challenges have been Bottomley and his team have sometimes rural China. They’re colourful reports that paint a compounded by the fact that precise population succeeded in getting Chinese communities to vivid picture of what it’s like living in China and are figures remain uncertain. The most recent gov- participate in their surveys by saying, ‘we’re not scattered with amusing anecdotes about the chal- ernment census was conducted back in 1983 and government, we’re friends!’ lenges for researchers – as Bottomley notes, ‘there the government places the growth rate at 2.02 In between trips to China and Myanmar over are always little adventures in fieldwork’. per cent to give a current estimate of 57.5 million, the past couple of years, Bottomley (who is now Over a series of reports, his observations about but researchers and business people have their 86) has resumed the post-graduate studies he the improved standard of living have included bet- own estimates. first undertook back in 1948 after which he was ter and brighter light fittings, pictures on the walls, On the other hand, Bottomley notes where data ‘captured into market research for 60-odd years’. flat renovations and apartment size – along with are available for ‘committee districts’ in Chinese He completed a second Masters at Melbourne Uni- the speed and comfort of China’s rail system. One cities, it provides the penultimate stratum for his versity in 2009. He is uncertain if he might complete thing that hasn’t improved, much to Bottomley’s household sampling procedure. his PhD in the history of science education at Curtin chagrin, is the pollution. Invariably his reports end ‘A functional definition of a village in China is University’s Science, Mathematics and Education with a note of relief that he’s returned to the clean that it contains friendly people, willing to help find Centre before he turns 90. air and blue skies of Hong Kong. those who live in the homes our local supervisors ‘I’m enraptured with being an historical detec- Bottomley made a point of accompanying have pre-selected, that interviews seldom start tive. History is full of surmises and contradictions interviewers during the entire fieldwork experi- with less than eight people present, perhaps to unravel. Life’s fun!’

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different roles. Each has been a progres- fers or travel and so on. Benefits of sion on the previous role, and provided But as I say, these are simply my experi- a fresh challenge on each occasion. So ences. And just as no two people have the working for a rather than a CV littered with a variety same experiences, no two agencies are the of organisations, I’ve been able to take same. My advice to anyone looking at work- big organisation on completely new roles without mov- ing in agency land, or changing agencies, is There is often debate in research circles ing company. My story within TNS is not don’t just judge an agency on size. Judge it about the virtues of working for one unique. on your fit with that organisation and how agency versus another. One of the most 3. Training and development. The breadth working there will impact on your career – common discussions tends to be the large and depth of training available within and your life. versus small agency debate. More often the larger agencies is often remark- Jonathan Sinton, commercial director, TNS that not, I find the tone of these debates able. Larger agencies are sometimes is that working for a large agency is perceived to be unsupportive of industry bad; working for a small agency is good. training schemes. This isn’t the case; it I believe this is partially because the is simply that internal training programs A view on smaller organisations in our industry tend cover everything offered by the industry to be more vocal, but also because the courses, plus more (for example, TNS ‘Dancing with bigger agencies tend not to be drawn into currently offers almost 100 differ- the debate to defend their case. ent classroom training courses, many Strangers’ Working for a bigger agency, I too would broadening our business skills beyond On reading the February 2011 edition article, typically turn a blind eye to such commen- the traditional ‘tools of the trade’). This ‘Dancing with Strangers’, the reader may be tary, but recently there has been some criti- is beneficial for everyone in the busi- left with the impression that, when manage- cism of larger organisations, including TNS, ness, not just those starting out in their ment sells up, acquired staff are doomed to which I’ve felt to be so deeply misguided and careers, meaning your knowledge and become the helpless victims whose utopian incorrect, I feel compelled to speak out. way of working is constantly being chal- world is upset by the forces of evil, repre- The aim of this article is not to fuel the lenged and refreshed. sented by the faceless conglomerate. I’d ‘who’s good, who’s bad’ debate. Ultimately 4. Consistency of culture. My experience of like to offer, if not an alternative view, some different people are suited to different working for a small agency was positive ideas and examples on how the acquired can organisations at different stages of their ca- in many ways, but a definite downside survive and thrive in the face of such events. reers. And some people are more naturally was that bad behaviour was not policed. Let’s be realistic, mergers and acquisitions suited to larger agencies, some to smaller This is ultimately why I left that agency. have been a fact of life for decades and only agencies. What I have found is that in larger agen- the naive would think it would never happen But what I did want to do was put forward cies, the culture and behaviour is more to them. The onus is not just on the acquirer my personal view of what working in a big consistent, simply because there are to accommodate the needs of the acquired, organisation can offer. My opinion is solely policies, procedures in place, and the if the acquired are as ‘good as they think based upon my own experiences: I started owner(or CEO) is not bigger than the they are’, it’s as much up to them to prove my research career in a big agency (500+ organisation. Of course there are smaller it and in doing so more easily keep their employees), before joining a small agency agencies with fantastic cultures, but I ‘independence.’ (<10), followed by a mid sized agency (40). believe the risk of a bad culture is lower The buyers are always going use their That agency then got merged into a larger in larger organisations. own internal criteria and values to judge the agency, TNS Australia, where I now work. 5. Innovation. All successful agencies in- acquired. The acquired have to understand Here are some of the benefits I’ve wit- novate – it’s the lifeblood of any agency that and be prepared to explain or position nessed – benefits that have a positive impact big or small. But greater scale enables themselves on those criteria and, in addi- on both employees and clients alike. greater investment. In our business, tion, promote what else their team brings 1. Diversity of people and skill sets. One some innovation comes from local that adds a dimension to the new owner’s aspect I have always particularly enjoyed teams, other innovation comes from business. about working in a big agency is having our global or regional offices. What it Back in 1994 when Nielsen’s then owners, colleagues with a massively diverse range means for employees is an opportunity Dun & Bradstreet, bought the Asia Pacific of backgrounds and expertise. Whether to be constantly learning new approaches based Survey Research Group, they essen- it be social media monitoring, evaluation and new thinking. Whether it be new re- tially bought it for their retail audit and media work, segmentation, or volumetric mod- search philosophies or techniques, new measurement services in 12 markets from elling, the scale of bigger organisations datastreams or ways of analysing data, Korea, through China, and SE Asia. However means you have the opportunity to work or simply an innovative way of displaying as part of the deal, D&B had to pick up SRG’s with and learn from experts in a broad results, I find I’m often challenged just significant custom research (CR) business. range of fields. Likewise, if there is a par- to keep up. Initially, this was not met with much interest, ticular niche area you want to specialise And of course there are other benefits custom research does not generally have in as your career develops, the scale of which are more commonly discussed, such the margins of the big syndicated services larger agencies can enable this. as the opportunity to work with the very best nor does it have the reassuring long-term 2. Career opportunities. In 10 years with clients, to be involved in major international contracts, robust to economic fluctuations, essentially the same agency, I’ve had six projects, the chance of international trans- which go with those services.

12 Research News March 2011 WRITE TO REPLY

Talk (i.e. gossip) around the divestiture So, without trying to sound heartless, wher- mation of owner/operator consultancies which of the CR assets was rife and staff morale ever you work, you have to assume some day the has been going on for more than 15 years. in the ad hoc side needed to be addressed. owners are going to sell up and that will mean a The fallout after consolidation or acquisi- Our strategy was to proactively position change. My advice is to be open-minded, detach tion is a standard response in service indus- CR in terms that a publicly traded acquirer yourself from the emotions, and try to evaluate tries. Scale, the imposition of internal systems would understand. We deliberately avoided what benefits the acquirer has got as a result and infrastructure divert the attention of the pleading that we were different, special, and of buying you and your team. Then, express and owners and with that begins a distancing from that they had to accommodate our unique exploit those benefits. If after that, you’re still the clients. needs. We pointed out that, yes, the margins not happy, then fair enough, maybe it’s time to Over the last 15 years there has been a aren’t as high as in continuous but due to the move on. However, in many cases, you will be steady stream of researchers who seized an lower need for capital investment, custom able to carry on and thrive because, often for opportunity and took the risk of running their research had around 2.5 times the ROI. Also, the first time, you’ve actually had to think about own businesses. The service promise of the despite having significant market dominance the value you’re creating which is a big part of SME agency is the personal knowledge of in media and retail at the time, D&B and your professional skill as a researcher. and intensity of engagement with the client Nielsen could not expect that forever, so David McCallum, managing partner, Gordon & business. The trick is not to be diverted by the a CR unit was a useful weapon to enhance McCallum growth at all costs mantra. My observation of and protect the business as the competi- the independent agencies that have formed over tion grew. Thirdly, by having a substantial this period is they continue to generate busi- revenue stream that required little extra ness opportunities and deliver quality work. back office maintenance, overheads could GFC a boon for In my own case, business has been busy be spread over a larger base. And finally, and grown steadily since setting up as an even when you lose a major contract in CR, independents independent five years ago. The GFC proved a you can get out in the market the next day The growth of independent research agencies boon period for me and other independents / and look for a replacement; you don’t have (Research News February 2011) triggered by sole practitioners. to wait two years or more to get another bite the global financial crisis (GFC) was little more Linda McAvenna, principal, at the contract. than a two year accelerated period of the for- Think Strategy Pty Ltd FEATURE

Mobile leapfrogs other technologies in Asia

Market research companies need to invest more in mobile phone research methods if they want to take advantage of growth in the Asia Pacific region, writes Kerry Sunderland.

ob Chua, CEO of Malaysian-based Pulse Group PLC, says There are a lot of interesting trends here that would probably not be that despite the economic situation globally, the research the norm anywhere else but I think Asian consumers are so hungry Bindustry in Asia has enjoyed ‘paradoxical growth’. He for innovation that the adoption rates are going to be huge.’ speculates that this was because clients in Asia had, until the TNS Global Technology Sector managing director James Fer- global financial crisis (GFC) hit, favoured ‘legacy methodologies’ gusson concurs. Fergusson told Research News back in 2006 that like face-to-face and telephone. clients and agencies in Asia appeared less resistant to embracing ‘We started to see a huge shift or tipping point, probably in mid- technology than their Australian counterparts. He believes this 2008 when the economic situation worsened globally. It pushed many observation is still true. clients over the edge to finally try online because of its cost and time ‘It has the potential to blow market research wide open. Despite effectiveness, coupled with the fact that internet penetration in these mobile outnumbering online 3:1 and mobile being the irrefutable markets has grown so rapidly. Malaysia, for example, has grown from future of digital, it has yet to become a mainstay data collection 20 per cent to 61 per cent in the past two years. We have so many methodology. As an industry, we haven’t taken advantage of the initiatives from both government and the private sector in this region mobile explosion in Asia.’ that really drive internet and broadband expansion, so we’re seeing However he says the big challenge, particularly in countries a huge shift to the adoption of internet, both on mobile platforms as like China and India, is reaching consumers in regional and rural well as at home. Clients in this region are really looking for the next areas. Fergusson will be speaking on this topic at ESOMAR’s 2011 new thing and how it will give them the edge.’ Asia Pacific in Melbourne later this month when he delivers a paper Chua believes mobile platforms, location-centric tools and co-written with Navin Williams titled ‘Bridging the digital divide in ‘near-field communications’ (NFC) technology represent the next qualitative research in emerging markets’. big frontier for research as mobile broadband access gets cheaper ‘The mass adoption of the mobile phone across both developed and mobile devices offer users richer experiences. He believes the and rapid growth markets has had a far greater impact upon the growth in adoption of mobile technology will allow researchers to way consumers live their lives than the internet – because it has do more powerful surveys. reached far in excess of a billion more people. Despite this the market ‘For example, the adoption of mobile phones in India is phenom- research industry has been somewhat lax in driving the utilisation of enal – there are 20 million new mobile subscribers every month. The mobile as a valid and representative data collection tool. sheer volume of adoption is amazing and the introduction of Android ‘Much of the focus of market research innovation still sits with and other new platforms will be a real game changer. Malaysia has online panels – even in rapid growth markets such as South East Asia, 105 per cent mobile penetration – people have more than one mobile India and Sub-Saharan Africa the industry focus is on how to drive phone. Indonesia is the largest Blackberry market in the world – you adoption of online research using “traditional” online panels.’ see taxi drivers there on Blackberry Messenger. This is despite the fact that in India only seven to eight per cent of ‘A lot of Asian markets have leapfrogged older technologies, such the population access the internet via a computer while, in China – the as analogue mobiles, to get straight into GSM and 3G. We’re starting world’s largest Internet market - some 600+ million consumers are to leapfrog fixed line phones at home to get straight into mobile. still without internet access.

14 Research News March 2011 Dominic Carter Bob Chua James Fergusson

Fergusson and Williams say most rural and remote regions in the developing world still lack basic internet infrastructure The mobile only revolution and access. Increasingly mobile networks are penetrating deep Percentage of mobile internet browsers who ‘never or infrequently use the desktop internet’ * into these formerly inaccessible regions including in difficult and complex countries. With dropping data rates, mobile internet has Country % of mobile only begun to rapidly penetrate all geographies. In Rural China, one in India, China, Indonesia, Thailand 43% four internet users are introduced to the web for the first time via South Africa, Egypt, Ghana, Nigeria, Kenya 56% their mobile phone. US, UK 22% At APAC, Fergusson and Williams will argue that these factors Russia 19% alone provide compelling evidence that the Asia market research US 22% industries must focus a greater investment emphasis on fast track- UK 25% ing the use of mobile phones to be a viable and commonly accepted China 30% data collection medium. ‘In a global context this is far more important to our industry than Thailand 32% the online revolution was in the early 2000s,’ they say. Indonesia 44% According to ESOMAR’s latest Global Market Research Report, Nigeria 50% Japan is the biggest research market by turnover in the Asia Pacific Kenya 54% region – yet to be trumped by China, where the industry has only Ghana 55% operated for about 23 years – and the Japanese research industry South Africa 57% is also being radically transformed by technology. India 59% Dominic Carter, who founded Carter Associates KK in 2004 a few Egypt 70% years after emigrating from Australia to Japan to work for Millward Brown, says his business was not that badly affected by the GFC be- Data gathered from July to November 2010 - N= 15,204 (Source: On Device Research) * ‘Infrequent’ mobile internet browsers use it once a month or less cause he had ongoing contracts focused on the domestic market. But he says that despite his company’s apparent immunity from manded much by way of insights from their suppliers, so this very the GFC, many market research companies are doing it tough. Carter utilitarian, quick, cheap solution [offered by online panels] really says there has been considerable consolidation among foreign serves the market well.’ suppliers in Japan and now most of the major foreign players are Carter believes the days of research ‘as we know it’ are numbered owned by the WPP Group and are operating (or soon will be) under (and not just in Japan) and that researchers, in the quantitative area one brand, Japan Kantar Research. at least, need to get much more au fait with technology and better un- ‘It has proven difficult for the multinational research agencies to derstand what advances in mobile internet mean for market research. develop their branded product solutions in the Japanese market on This is one of the reasons he has recently launched a new Japanese a scale that justifies their independent existence. joint venture with Australian market research technology company ‘The rest of the industry in Japan is under pretty severe pressure, Potentiate (formed recently by the consolidation of software firm Info- especially when it competes with online panels. A lot of the work in tools Australia, panel management and survey deployment specialist the past few years has gone to the relatively new companies Yahoo Plenari and online sample firm Sampleworx under one brand). Value Insights and Macromill, which have now merged,’ he explains. ‘The way we do research is going to change. Japanese don’t have ‘The industry, which has never been much of a value-added insights- any preconceived notions that you shouldn’t exploit technology. There driven industry, has really been changed by the move towards online are also newer players who don’t necessarily make the distinction panels. Technology is driving everything towards being quicker, faster between other branches of marketing and research. Potentiate is and cheaper. Clients are cutting budgets to the bone.’ very, very appropriate to the times when everything becomes much Online shopping company Rakuten has even moved into the more technology driven. We have developed and are developing consumer research space. It operates a research panel and has products that are very empowering for the client, allowing them to launched a do-it-yourself survey solution. achieve a lot more in the areas of research data collection, analysis Carter says while there are some Western-style research users and communication, a lot more quickly.’ in Japan who demand quality insight generation from their agen- ‘CATI versus online panels shouldn’t even be a conversation,’ ar- cies, they are the exception rather than the rule. Japanese clients gues Fergusson. ‘We’re caught up in a debate that’s 10 years old.’ are less likely to make decisions based on research than their Reassuringly, he believes there are real opportunities for Aus- Western counterparts. tralian researchers to lead the mobile research revolution. These ‘Domestic companies tend not to do as much MR as we know it,’ will no doubt be explored further at APAC 2011. he explains. ‘As a percentage of GDP, spend on MR is much lower than it is in other markets. Japanese clients have never really de- Kerry Sunderland, managing editor, Research News

Research News March 2011 15 FEATURE Meeting the MR needs of Vietnamese SMEs Multi-tasking and non-traditional research approaches are required when working in Vietnam, write Tran Ngoc Dun and Tuong Tuan Thong.

mall and medium enterprises (SMEs), employing fewer than 300 employees, account for a significant proportion Sof national wealth and growth in less developed coun- tries. In Vietnam, a typical developing and emerging country, the number of SMEs is reaching 400,000. They represent 99 per cent of the number of businesses of the country; employ 77 per cent of the workforce and account for 80 per cent of the retail market. Growth in the market research industry in Vietnam will come from SMEs and not just the big multinational corporations. This is because SMEs have been consistently the source of growth in Viet- nam; on average, their profits grow about 20 per cent each year. SMEs in Vietnam receive great attention from the Vietnamese government as well as non-government organisations (NGOs) in initiatives designed to improve their competitiveness. Organisations such as the Vietnam Chamber of Commerce and Industry (VCCI), the World Bank and the Asian Development Bank (ADB) have implemented a variety of programs supporting SMEs to help them improve working skills for their employees and business manage- ment skills for leaders. In particular, recent initiatives by the Ministry of Trade and Industry and VCCI have helped Vietnamese SMEs conduct profes- sional market research by financing part of the research costs. This research, which has focused on finding ways for Vietnamese brands to enter rural markets, has generated strong awareness among SMEs about the benefits of using market research. Market research agencies in Vietnam have been encouraged to participate into these initiatives to support SMEs and also to promote the agen- cies’ names to this sector. Until 2007, large businesses (mostly multinational) remained the biggest spenders on research in the country. However, after joining the World Trade Organisation (WTO) in 2007, many SMEs in Vietnam have grown to be significant players in their industries. Typical cases are Nutifood Nutrition & Dairy, THP Beverage and Masanfood. These companies (established approximately nine to 10 years ago) have grown from small enterprises to become sub- stantial players, with research budgets that have grown significantly and are now comparable with multinationals in the same category. Before 2007, the list of top 10 advertising spenders included typical names such as Unilever, P&G, Coca Cola and Pepsi. By 2010, THP and Masan were ranked number one and number three respectively in ad expenditure. This illustrates how market research agencies that effectively promote and sell their services to SMEs could potentially grow alongside these companies.

16 Research News March 2011 FEATURE

• Sales reports Current market research • Distribution updates awareness and usage • Sales intelligence However, in a recent survey of 200 local fast moving consumer • Consumption trends goods (FMCG) SMEs in Ho Chi Minh and Hanoi, conducted by • Product benchmarking FTA Marketing Research, less than 30 per cent had a separate • Price intelligence marketing department. None had a functional market research • Promotion plan department. • Investment maximisation Therefore, it is not surprising that only half of these SMEs agree • Growth maximisation that market research is the tool for understanding target consum- • New market / product development (associated with new ers. Only about 45 per cent agree that market research should be risks, far away from experience and core expertise). the foundation for business strategy. Only 30 per cent agree that market research should be used to improve current product offers Key drivers or develop new products. Among SMEs interviewed in the survey, the most important Fifty one per cent had never used services from a market driver of market research usage was the expectation that research agency. Instead, they used mostly information from their research should clearly identify SME’s strategic direction and sales force, from staff, from informal talk with consumers at point also how to reach the end goal – the destination. They expect of sale or with others in the same industry. They relied on business to see the researcher’s ability to act as a business and market- owners’ experience and learning from trial and error. ing consultant. Not only do they expect to hear ‘what to do’, While 49 per cent reported they had tried outsourcing market they also want to hear ‘how others did’. For them, research research services in the past three years, nearly half were not is a fact based business solution, thus research must show satisfied. The top three reasons for being dissatisfied and saying how it could actually solve the business problem. They expect they are not likely to use market research again were: researchers to show experience and real market validation 1. Did not provide value for money from servicing other big multinational clients and explain how 2. Did not solve business problem (after doing the research, the the big fishes did it. owners received only general results and recommendations Researchers need to conduct comprehensive pre-research dis- from research agencies that were considered as too broad, not cussions and effectively act as an internal research department. practical and not particularly feasible to their business) Adoption process 3. Based on inaccurate information (as a result of inappropriate Key decision makers for marketing strategy and market research research design, from talking to the wrong target, or from not remain the SME’s owner, the managing director and the market- asking the right questions). ing director (normally head hunted and hired from multinational companies). Key barriers to usage Over the past five years in Vietnam, many SME owners have The most significant barrier to research usage among SMEs in attended practical training courses in marketing and market re- Vietnam is that it is perceived to be a cost item, not an investment. search. They, in turn, send their marketing staff to these courses. This is the result of not being able to see the benefits of research, As a result, they are getting to know about marketing and market nor seeing the linkage between market research and business research concepts and services. success and failure. In our recent survey with SMEs, the top source of research aware- The second barrier comes from the low awareness of what ness and adoption is training. Usually, SMEs talk to the trainers for research is and how it could be used. Technical research terms advice and also seek marketing consultant from this source. such as qualitative, quantitative, usage and attitudes (U&A), concept In many other SMEs, the restructuring processes to cope with test, price sensitivity and retail audit could be hard for SMEs (with growth results in the employment of experienced marketing seniors no research background, no marketing background and even no (who used to work for multinational companies) and this also facili- formal business training background) to understand. tates the adoption of market research. These are often SMEs that If market research products could be seen to help generate sell, process and export raw materials. Now they are focusing more sales reports, consumer feedbacks reports, promotion preference on domestic market, which requires serious brand building. They are reports, product rating reports and so on, then SMEs could link seeing opportunities in the domestic growth but also seeing strong these to the immediate benefits of using research. competition from multinationals. They feel the risk is high, they are The third most serious barrier is SMEs’ management vision. now pulled out of their comfort zone and realise that relying on their Usually, if the owners do not trust market research agencies (as own experience isn’t enough. a result of either perception or past trial experience), then this SMEs (in particular those operating in the FMCG sector) repre- would largely result in limited resources (people to absorb and use sent an area of potentially strong growth for those operating in the research) and limited or no budget for research. Vietnamese market research industry. This segment is not easy to Tran Ngoc Dung On the other hand, agencies need to better demonstrate their penetrate, with many barriers for research agencies to overcome. ability to understand SMEs’ business, background, structure, However, once SMEs trust and adopt research, a research agency people, and financial resources. Research products and models that could win a full annual research package and an exclusive deal. are used for multinational corporations might not be appropriate in the SME sector. Tran Ngoc Dung (executive director, FTA Marketing Research) To be more relevant, there needs to be a shift from research and Tuong Tuan Thong (FTA Marketing Research) will present language to business language. Not only does the research prod- their paper titled ‘Market research for local SMEs in less uct name need to change, but also the research tools need to be developed countries’ at ESOMAR APAC 2011. The presentation relevant to SME’s day-to-day business. These are the outcomes will include a case study illustrating how Vietnamese company Tuong Tuan Thong SMEs want to see: Nutifood used market research to grow its business.

Research News March 2011 17 FEATURE fdd ducks Doing market research in China keeps even the most experienced researchers on their toes. In a diverse market that is constantly changing it takes guts and commitment to keep up with the demands of clients. Katarina Olausson spoke with three expats about what it is like working and living in Shanghai.

erline Soo, who moved to Shanghai from Singapore selves in the bigger cities than in the smaller cities and villages.’ in 2003 and speaks Mandarin and Cantonese, is the Shiri Atsmon is living in Shanghai with her husband and three Gregional director for Firefly Millward Brown. children. She came to Shanghai in 2006 and works as an associate ‘Here in China you have a bigger budget and more clients who director at Oracle Added Value. Atsmon grew up in Israel and spent are hungry for information and need to be updated very quickly. time working at a law firm in the US and as a psycho-diagnostician The market is new to them but it is not only new, it is changing for the Israeli Defences Forces. rapidly,’ she says. ‘I was certified as an attorney but before that I was working Soo says that in comparison to markets like Singapore, lots of in the Israeli army. It is a very interesting profession and gave me new product development projects and campaigns are developed great interviewing skills.’ specifically for China. Atsmon says that marketing teams in China are very open to ‘But the problem is that a lot of clients think that China is just new research. ‘People are humble and open to you as a researcher. one market when it is clearly not. They think it is good enough to You can help them to improve things or even to come up with know about Shanghai, Guangzhou and Beijing, they think that is 100 completely new ideas - the impact you have as a researcher is per cent China, but this is not the case. It’s not just the geographical meaningful and that is very satisfying. It just shows how dynamic differences, every city has its own characteristics.’ China is, I have more exposure here to business and strategy issues, This point was put into sharp relief when Soo and her team different categories and market development stages.’ undertook an ethnographic study in a small town in inland China. The most successful international brands in China are those ‘We went to the village and stayed with people for two days, that commit wholeheartedly to understand the specificities of the tracking and observing their lives. It was really quite different. Chinese consumer. Atsmon explains, ‘Many decide to launch a The living standard is basic and they don’t have much entertain- product that is a version of a European product; it’s not tailored to ment. There is one restaurant in the hotel and that’s it. People the local market. The brands that are doing the best are the brands go to sleep at 7 o’clock, and the streets are dark. So things that that are designed for China.’ we take for granted here don’t exist there. That study left a deep When asked about what the workplace is typically like, Atsmon impression on me.’ says that the environment is supportive yet that there are, of course, Soo explains that local brands are very strong in these areas. some cultural differences. ‘There is no competition; it’s old China, so people are not exposed ‘The pressure to succeed in China is extremely high. For example, if to a better brand or product. They tend to think that is the best, but you are a guy you can’t get married until you have an apartment. I hope if they were exposed to a different brand you’ll find they are very in the future everyone can feel like they can take a break and devote receptive to it. It is always easier for global brands to establish them- more time for work and life balance. As an expat I am a bit of an odd

Shiri Atsmon Gerline Soo Jason Spencer

18 Research News March 2011 FEATURE

duck because I say, “Now I have to go home and tend to my kids”.’ ‘Most researchers in Australia will end up doing Before moving to China, Atsmon spent a couple of months international projects in parts of Asia at some point learning Mandarin. ‘Many people, when they arrive here, are totally immersed in their careers and it is difficult to take time off to learn in the careers,’ says Tracey Rankin from Yellow Door a bit of Chinese. But if you have done a foundation course prior to Research, which has conducted multi-country studies coming it can be a springboard to further learning.’ It is rare for expats to end up in qualitative moderating roles in the Asia Pacific region for many years. She says one because of the language barrier. Atsmon explains that even local thing you quickly learn when it comes to qualitative moderators sometimes have difficulties because of the many dif- research, is that if you just hand the materials to a ferent dialects. Another thing to keep in mind when working in China is that local field team you’ll get a mess. there is no such thing as an awkward silence and that it is important to be persistent and patient. ‘Most of us learn the hard way that you have to be ‘They can be silent until tomorrow. But once they talk they are there on the ground, to make sure they’re asking the blunt. It can be very refreshing so you just have to develop a thick right questions and probing in the right way. You really skin. It is never intended to be malicious, it is about being communal, everyone is your friend and wants to help you,’ Atsmon explains. get to know a culture when you get things wrong. Jason Spencer is the managing director for Millward Brown And your results are only as good as your ACSR. He arrived in Shanghai from Australia for the first time in 1993. After a couple of years working in market research and as simultaneous translator. Once you establish a good interpreter in both Hong Kong and Taiwan, Spencer had the opportu- network in Asia, you can tap into that.’ nity to assist a colleague in starting up a new research company. ‘I was in a fairly senior position by that stage, working as a Rankin, who is heading back to India this month to research director. But I didn’t feel like I had the knowledge and ex- present her research findings to an local client, says perience to back me up. I felt that I was the white guy being pushed out there to face the client and I didn’t think I had the substance to she believes there is a growing market for research support that. So I spoke to a contact of mine at Millward Brown. He in the Asia Pacific region and clients are showing said, “OK I’ll train you” and gave me a pay cut and put me down a increasing interest in more complex methodologies. level which was OK, I suggested he’d do that.’ Within 12 months Spencer was promoted and had gained a lot of experience and skills. ‘I really found that I had achieved what I wanted to achieve in terms of having the substance to stand up there and speak confidently to clients.’ What attracts Jason to working in China is that it is challenging. ‘In the last few years we have a group of clients that are extremely sophisticated and I would say even more sophisticated than what you would consider best practice in North America, Western Europe, Australia and New Zealand.’ Spencer explains that there are also those clients who are less experienced in using and disseminating market research throughout their organisations and these require a different set of skills. ‘We have to convince them of the value of doing market research; we have to work hard at that and be emphatic with them. We need to take ourselves out of the comfort zone and experience someone else’s concerns and anxieties. So the spectrum that we need to cover can be quite diverse.’ Local Chinese companies are becoming more interested in doing research, Spencer says. ‘We recently finished the top 50 Chinese Brands study that looks at quantifying the value of a brand. We have a unique situation where a lot of Chinese brands are starting to ap- preciate the value of a brand.’ He adds, ‘the market is constantly evolving, constantly develop- ing; it’s a changing environment that suits certain personality types. There are times when I just need to get out of the country and go somewhere and lie on a beach to recover. But that’s fine, after a week I always find myself wanting to get back to the dynamism and the challenging environment that China is. It’s a beauti- ful lifestyle in Australia but after a couple of weeks back home I find myself with itchy feet.’

Katarina Olausson moved to Shanghai last month to work as an account manager at Firefly Millward Brown

Research News March 2011 19 STATISTICS

Something slightly significant

f I asked how many clients you had inad- We market researchers often work under Fisher left us with a bizarre idea - that is vertently misled in the past 12 months, pressure to complete projects and get the results that there is a specific level of probability at Iyou might be justly indignant. So, I will to a client. Anything that makes it easier for us to which the whole world changes from ‘no’ to rephrase the question. How many times have unravel the key findings is welcome. So, we look ‘yes’. One outcome is that we researchers are you reported results simply because they were for the little asterisks. We want to tell our clients not supposed to take account of the costs of statistically significant? How often have you what is important and what is not. So we report being wrong and the benefits of being right scanned through a set of tables, searching for significance. Fine goals; bad technique. when deciding the worth of a result. the little asterisks denoting significant results, As the 1800s morphed into the 1900s, a If you were researching the efficacy of a reporting findings on that basis? How often have number of people sought a way to distinguish cancer cure, would you think the balance of the you agonised about leaving out results that were random ‘noise’ from ‘real’ differences in data. costs of being wrong with benefits of being right ‘almost significant’? One was William Gosset (the ‘student’ of the are the same as when you test the preferred How can I use ‘misled’ and ‘statistically sig- famous Student’s t-test who, happily, worked flavour for a new ice cream? Fisher’s logic says nificant’ in the same paragraph? Everyone knows to perfect Guinness stout). Another was Ronald both situations are to be treated in the same that testing quant findings in this way is standard Fisher. They argued about the way a test for way. An implication is that we researchers can’t practice and is taught in the finest academies. a real difference should be applied and the take account of clients’ differential willingness Our own Code of Professional Behaviour, forceful Fisher won out. This left social science to accept the consequences of uncertainty in when discussing what a client is entitled to (Sec- inheriting a flawed approach. research findings. All clients, all risks and all tion D; point 4), includes ‘… and of the levels of There are problems with the logic Fisher ad- benefits are the same. statistical significance of differences between vocated and most researchers misunderstand In addition, whatever the logic, we do not key figures’. You can’t get more authoritative it anyway. Indeed, if you ask researchers to give clients the level of skilled service for which than that. interpret what a significance test is telling them, they think they are paying when we: So, what is my concern about statistical sig- they are usually wrong — and studies amongst • Carry out significance tests after the data nificance testing and the way it is often applied groups of academics have shown that the ma- are in, missing the point that if we did in marketing research? Does it matter? jority of them don’t understand the meaning Power Analysis before the research was I will point to two issues in particular. One is either. Amazing, I know, but that just shows conducted we would have known that there the logic of significance testing; the other is the how a poorly understood idea can take hold and was no way the sample could deliver a poor way it is implemented. become a part of research tradecraft. significant result. Might a client make a case for deceptive and misleading conduct or negligence? • Ignore the fact that whether or not a result is significant is a function of the sample size. This means that we might report ‘significant’ findings when they are in fact trivially small. This makes research look disconnected from the realities of the com- mercial environment. • Don’t report the confidence intervals for results, hence not giving the client (or our- selves) the chance to see just how large a difference really is in the context for which the findings are to be used.

Rob Hall, director, Environmetrics

There will be a NewMR virtual event that explores text analytics. Titled ‘Listening is the New Asking!’ it takes place online on 8 March. To find out more visit http://newmr.org/page/ listening-2011. Research News will look at text analysis in more detail in the April edition. If you’d like to contribute, email [email protected]

20 Research News March 2011 THE WORD’S OUT

Language, social media and thought

ocial media is all about language and the Text analytics is the new frontier that market relating to products or services you have a powerful written word. People are writing more than research must conquer. The sheer volume of text research tool. Sentiment analysis is currently a hard Sever before with status updates, tweets can’t be ignored, but it can’t be coded and tabulated thing to do accurately. Anything over 75 per cent ac- and blogs. There is now a constant stream of text the same way open ends are today. There is simply curacy in sentiment analysis is currently regarded about what we do and think. Of course this is a too much. In some senses the contest of grammar as pretty good, but this still leaves a large margin huge opportunity for market research. versus statistics has already been decided. When for error. At the moment the only accurate way to The question becomes how to process the you look at text from social media it isn’t gram- assess sentiment is for a human to read the text, never-ending streams of text available on social matically correct, because we don’t speak and but there is simply too much text being produced by media. Computers are good at calculations, but communicate in formal blocks of text using perfect social media for this to be practical. text analysis has always been the problem child. grammar. Hence the grammar route is fundamen- Sentiment analysis of social media is rapidly Language has a complexity that simple numbers tally at a disadvantage. The argot of web may well becoming the ultimate goal for text analysis and can’t capture. defy parsing. It’s significant that search engines market research. We need more sentiment to Two schools of thought seem to be crystallis- such as Google and Yahoo use techniques very close master social media. ing as to how we analyse social media. The first to LSA to process documents and decide how they emphasises what is generally called ‘natural are related. The core metric of LSA is word counts Andrew Jeavons is a member of Nebu, language processing’. Using this approach com- and co-occurrence of words in documents. Given which is working to bring innovation to prehension comes via computerised parsing and that search engines are the tools that have made the survey software. You can contact him at analysis of the text based on our understanding web usable it is worth paying attention to this. [email protected] of language. Grammar is the key. The second The problem is sentiment. One of the critical This article was first published inResearch approach is statistical. It emphasises analytical tasks for analysis of social media is deciding if a World, the magazine for marketing techniques such as Latent Semantic Analysis tweet or status update has a positive or negative intelligence and decision making published (LSA), which uses the statistical properties of text tone. Is the buzz about a product good or bad? If you by ESOMAR. For more details go to to glean meaning from it. can automatically tell the sentiment of comments http://rwconnect.esomar.org

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In praise of the humble potato ‘I do not keep a diary. Never have. To write a diary every day is like returning to one’s own vomit,’ says J. Enoch Powell. Luckily for most of us, writing and reading diaries – both our own and those of others – is actually quite a pleasant experience. Namita Mediratta reports.

hough many researchers have indeed capitalised beautifully on the power of Tthe medium, one can still say it’s under- exploited, and seems to me a bit like the potato of research; a versatile and humble option which, given its merits, never quite seems to get the appreciation it deserves. Why does a diary work? Well, fundamentally, recording a diary is an intensely personal expe- rience. It’s almost like talking to one’s alter ego, and thereby limiting filtration or sanitisation in its responses to the researcher’s questions. A diary is also very well contextualised in the ‘now’, painting the moment in the moods and flavours of the instant, rather than looking at it through the lens of distant recall or post facto evaluation. Indeed Picasso had once called his Namita Mediratta art a kind of ‘visual diary’, which seems like a nice simile for the whole process of diarisation atively) consumers expressed themselves, and the pack, for example). Here, a semi-structured – just in reverse. the richness of the responses. It was almost as usage diary helped quite a bit. When people The other thing I personally love about the di- if the diary, coloured pens and magazines set the told us they put on something and ‘massaged ary is its space for creativity – both on the part of respondents free to go back and explore their it onto the scalp’ for example, we could easily the consumer and on the part of the researcher. inner worlds with an almost childlike pleasure. link it back to their subsequent dissatisfaction Where else would one be able to put in pictures, We got passionate (or tepid) love letters to the with the product (that’s not how it was meant to collages or free text for one study, and switch to a brand, collages that clearly demonstrated how be used!). Similarly, when a 25-year-old wrote much more structured approach in the next? It’s two brands, both premium, could speak in differ- about a little test she did to evaluate whether precisely this ability to be tailored that makes the ent tones, moods and language (think Polo Club the product worked, we could translate those diary such a versatile instrument. pictures vs. the F1) and much more. Really rich, cues into communications almost immediately. Here are some examples of what I like, pulled textured output, and from a client perspective, And when we did, guess what, the communica- out from papers, journals and work we’ve done easy to hold up to the guys who develop ads to tion worked really well! in the past, both quantitative and qualitative, and say ‘See, this is what we mean!’ From a quantitative perspective, usage diaries the internet, which demonstrates the power of Since then we’ve used diaries extensively in have been used in social research forever. Typical this instrument. qualitative research to explore communication, uses have included monitoring how people man- A brand equity research study was actually brand cues, moods, feelings and associations, age time or money and monitoring media con- my first exposure to using a diary, and we used and they have never disappointed. Just when sumption, all before the advanced measurement it as a supplement to ‘regular’ consumer groups we thought we’d done what we could with the options became available today. The ‘time-budget’ in this study. The ‘spontaneous response’ argu- diary, we were faced with an interesting busi- schedule, pioneered by Sorokin in the 1930s, ment aside, sometimes it helps to give (at least ness problem; how to evaluate consumer reac- (Sorokin & Berger 1938) involved respondents some respondents) a moment of introspection tions for a new category we wanted to enter. keeping a detailed log of how they allocated their before we bombard them with questions, and the Any researcher faced with this question knows time during the day. Since then, diaries have been diary was our version of consumer homework. there’s really no point in asking consumers used in transport planning studies, expenditure We’d given these women an (identical) stack of what they think about something they’ve never monitoring studies and to set weights for the retail magazines, and a blank set of notebooks, along seen or used. At the same time, we did want price index in the UK. with some thought-provoking assignments, in- to get a more ‘real’ response, based on what Our exposure to quantitatively using diaries structing them to select pictures which reminded consumers were likely to go through when they came with the Unilever Social Mission on Oral them of various brands within the category, their actually used the product. Care, where we were faced with the daunting task relationships with these brands, how using these So, the task was to get something that told of evaluating behaviour (and behaviour change) on brands made them feel and so on. In sum, much us what they felt ‘in the now’ rather than on the a ‘real’ and not a claimed basis. To make matters of the regular stuff one would want to explore spur of the moment (freshly exposed), or days worse, our target respondent was the bottom of in an equity brand study. What stood out for us later in a reconvened group (when they may the pyramid consumer, with possibly low literacy. in this study was how enthusiastically (and cre- not remember they’d had a hard time opening High technology solutions did exist, but finally

22 Research News March 2011 NARRATIVES

implementing those came down to infrastructure to include blank ‘correction’ stickers in the diary importance of keeping a diary interesting. She adequacy and time-cost constraints. We needed for just such eventualities. So people did have uses colours, visuals, collages, and provocative something that could be rolled out easily and fun with the instrument, but they didn’t abuse questions to lead the consumer into a more simply – not a budget-eating gorilla. it. I assume that conscientiousness varies by introspective frame of mind where they’re more The brains at TNS came to our rescue, and target group of course, though I’m more inclined involved, rather than a ‘Let’s tick the boxes’ designed a nice visual sticker diary which involved to trust consumers in the first instance and see kind of thinking. the respondent and her child sticking visually at- how it goes in a pilot. And then maybe it is time to switch over to tractive stickers to help the respondent keep track Praising the humble potato is one thing – one the newer avatars of the diary – online journals of her daily schedule (including media habits, food has to acknowledge that too much of it does make with timers that automatically monitor compli- and drink schedules and, no surprises here, the you fat. So there came a time when we did feel ance rates and remind you to fill it in, picture child’s brushing habits, among other things). In we might end up stretching it a bit. For example, banks from the internet, using the mobile administering this like a dipstick, we could get like it or not, people don’t carry diaries around, or phone creatively to get ‘diary-like’ questions real behaviour change data including consumer have the willpower to jot down every insignificant or video-based diaries. ‘Auto-ethnography’ is response to stimulus. This had many advantages thing - so let’s say you’re trying to measure out- one of the words researchers are using. Well, – it was simple, adaptable, and engaging for of-home ice cream consumption, or you want to a genetically modified potato remains, after all, mother and child to do collaboratively, without know how many tissues are used in a day when a potato, and it’s still as versatile! being overly dependent on literacy rates. someone has a cold. These are possibly instances Surprisingly for us, both at the pilot stage where diaries won’t work as well. Neither should Namita Mediratta is regional consumer and in the study itself, we didn’t get people we expect people to stick to the regime day in and market insights director of hair care at randomly sticking things on the diary or low and day out. I can certainly see how respondent Unilever Asia income kids getting carried away by the novelty fatigue could set in after being asked to record, This article was first published inResearch of the stickers. In fact, if anything, the opposite say, ‘Did you drink coffee in the morning?’ for World, the magazine for marketing was true. At the pilot stage, people came to us weeks on end. If it’s not a habit that’s at least intelligence and decision making published saying they’d mistakenly stuck a wrong sticker slightly variable, or if the task is not in some way by ESOMAR. For more details go to somewhere, how could they erase it? Or worse, interesting, dairies may not be the answer. http://rwconnect.esomar.org they had watched a TV channel that didn’t have Maggie Golding, qualitative researcher at Editor’s note: There has also been significant a corresponding sticker in the diary! And we had Millward Brown Singapore, emphasises the academic research that has tested diary reliability. Spread the word...

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CCInternational Recruitment Pty Limited COVER TO COVER

Nudge, nudge; wink, wink? Damian Vanderwolf reviews Nudge – Improving decisions about health, wealth and happiness by Richard H Thaler & Cass R Sunstein

hen combined with a wink, a little enough for me (already a convert to their ‘liberal provides some nutritious morsels for thought. tongue-in-cheek sassy is thrown into paternalism’ prior to reading the first page) to have One of the key successes of Nudge is the Wthe mix – always a preferred blend their case built successfully. My appetite was whet concept of ‘choice architecture’. The idea is one of in my book. And you? A little ‘wink’ with your for ideas. Unfortunately, as the book wears on so do great efficacy for social and market researchers. ‘nudge’? Otherwise, without a little ‘wink’ things the examples they use to build their case. Some of It is a powerful reminder of the role that we play may deteriorate into nothing more than a ‘noodge’ the case studies were a little too obvious, repetitive in the world around us and the power we have in (as the book explains, ‘noodge’ is a ‘Yiddishism’ and, in some instances, not structured well enough the construction of ‘choice’ in the modern world. for a ‘pest, annoying nag or persistent complain- to be convincing. And despite warning their readers These are considerations that encompass all that er’). And no-one likes a ‘noodge’, do they? of the dangers of creating a dichotomous world, we do. As researchers, we are ‘choice architects’ - Nudge’s opening chapters are roseate, with a they often use this paradigm as a tool to express from designing a survey, to the way we collect our delicate scent of ‘a wink’ in the wind – the prom- their point of view – the ‘noodge’ pervades. data and reward participants to the data we chose ise of new ideas or even inspiration. As the book Fortunately, the allure of the ‘wink’ returns, to present or omit in our reports to clients. Nudge progresses, however, the presence of the ‘noodge’ along with the promise of ideas and inspiration helped with my realisation of this and prompted becomes apparent. Don’t lose hope though, that coming to fruition. The writers provide current, some thinking about how I can influence choice not rosy aroma returns at the conclusion of the book. pragmatic examples of ‘nudges’ we all could incor- only as a researcher but also as a human being. As The authors Thaler and Sunstein start off by ex- porate into our lives to create positive change and ‘choice architects’, we are encouraged to explore, plaining the political potency of the ‘nudge’ and pro- some ‘pie-in-the sky’ examples of how governments uncover and drive change. vide some intriguing examples of how nudges have could implement ‘nudges’ with regard to some of the Thusly, I was ‘nudged’ – how about you? (Wink, been effectively used in everyday situations. They greater challenges the world is confronting, such wink.) even entreat their readers to solve riddles in their as global warming. The authors’ deconstruction efforts to build their case. These examples were (and subsequent reconstruction) of ‘marriage’ also Damian Vanderwolf, discoverer, Tribe Research Ensure a Successful Outcome

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“The odds of hitting your target go up dramatically when you aim at it.” Mal Pancoast CAREER MOVES

Tim Jennings Jem Wallis Drawing on this experience, as well as her To: Group account director, Ruby Cha Cha To: Research partner, Cat.Dog background in the field of cultural theory, she is From: Freelance consulting in London, UK Wallis will be dividing his time between ad hoc excited to join the Firefly Shanghai team. Jennings has a background in the UK pharma- research projects at Vivid Research where he ceutical and public sectors, particularly in areas is research director and his newly formed com- Mandy Ayles such as customer journey mapping, segmenta- munications consultancy Cat.Dog, where he is To: Account manager, Vivid tion, branding and communications. He will head research partner. From: Senior pollinator, Pollinate the healthcare team and offer at Ruby Cha Cha. Ayles started her career at Synovate in the UK but Riccardo Cristiano her interest in media and creative development Angharad Moir To: Research manager, Vivid Research took her to Human Capital working on TV and To: Account Manager, Ruby Cha Cha From: Innatemotion print media projects. After moving down under From: Insights sous-chef, Soup Cristiano joins Vivid Research as research man- in 2004, she helped grow the qualitative division Moir has an Bachelor of Psychology (Honours) ager on the qualitative side of the business. He at communications research company Pollinate. and qual and quant research skills which will was previously at brand consultancy Innatemotion Ayles has nine years’ experience in a range of support her role in servicing Ruby Cha Cha’s and brings experience from working across Asia qualitative methodologies across a variety of blue growing client base. on brand architecture and insight. chip industries.

Cassie Pile Katarina Olausson Suzanne El Ghorab To: Research executive, Ruby Cha Cha To: Account manager, Firefly Mill- To: Research executive, Vivid From: Macquarie University ward Brown Shanghai From: English teacher Pile has recently completed a Bachelor of Psy- From: Senior research executive, El Ghorab graduated from the University of chology (Honours) at Macquarie University and GA Research London with a masters in politics and in 2008 she joins the team to provide project management Olausson is a qualitative researcher with five moved here to teach English to foreign language and research support. years experience working on research projects students. She joins Vivid keen to learn all aspects across a range of industry sectors. Prior to GA of qualitative research and feed her interest in Research she worked for arnold&bolingbroke. what drives peoples’ behaviour. CONTINUED ON PAGE 27 Something Different

LONDON CALLING! - SRE to DIRECTOR ACCOUNT DIRECTOR - TECHNOLOGY Agency & Clientside - £30-£100,000 Top Agency - Sydney • $100-$130,000 Our London office is reporting a surge of vacancies at all levels and A unique opportunity to step up into a key client management and specialisations with top employers including major agencies, strategic team leadership role within one of Australia’s premier technology consultancies and iconic brand clients. Long visas are desirable though research units. The team offers global strategic advice across a wide there are also plenty of short and medium-term contracts for those range of business, brand, product and customer issues to a whole host looking to work on a holiday visa. Specialisations in demand include: of international brands within the technology market. You will need a FMCG, Healthcare, Technology, both Qual and Quant. Moving is easy proven track record of driving strategically quantitative research along with top salaries on offer and the ability to start on arrival. All it needs with the ability to deliver strategic insights to senior client across the is the first step - a call to Resources Group! marketig spectrum.

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Research News March 2011 25 ASIA and MELBOURNE T// +61 3 8844 5580 SYDNEY T// +61 2 9276 2900 LONDON T// +44 (0) 207 836 3311 [email protected] www.elizabethnor man.com CAREER MOVES

CONTINUED FROM PAGE 25

Duncan Rintoul Georgia Witts role will be to develop, launch and manage the To: Manager of applied social research, To: Account manager, Hall & Part- new print readership metric in Australia. He will Institute for Innovation in Business and Social ners | Open Mind work closely with Ipsos MediaCT, which was an- Research (IIBSoR), University of Wollongong From: Senior project manager, nounced as the successful tendering organisation From: Associate director (social policy), Urbis Qualitative Specialist Group, TNS for the new readership measurement contract Rintoul has embarked on a PhD, exploring new Witts joins the qualitative team of Hall & Partners last September. methodologies for evaluating social marketing | Open Mind to work on branding and commu- campaigns; he is being jointly supervised by AM- nications research projects. Her experience lies Martin Tomlinson SRS Fellow, Professor John Rossiter and IIBSoR primarily in FMCG and services, with experience To: Client development director, director, Professor Sara Dolnicar. He will also re- in branding, innovation and communications re- Research Now Asia main active in consultancy, as IIBSoR’s manager of search. Witts has a masters degree in behavioural From: Senior client development manager, applied social research, focusing on public sector science from the University of Sydney. Research Now NZ and not-for-profit research and evaluation. Tomlinson will drive growth in the Asia Pa- Gary Colquhoun cific region while promoting online research John Morrow To: Director, social & government, as a methodology in the developing market. He To: General manager – Australia, Hall & Partners | Open Mind oversaw the opening of the company’s Auckland IntelligenceBank From: Director, On Track Research office in November 2008. From: Head, personal insurance insights, Colquhoun brings over 30 years of experience in Suncorp quantitative marketing and social research to the Ying Li Morrow has held senior management roles in management team working with public sector cli- To: Client development manager, the market research industry for the last 20 years ents. He has expertise in communications tracking, Research Now Asia and brings experience in leveraging the value of media evaluations, and designing and managing From: Business development manager, Survey corporate intelligence, data and resources using large-scale ad hoc and longitudinal studies. Sampling International technology. In this role, Morrow was one of Intel- Ying Li will manage the growth of the rapidly expand- ligenceBank’s first clients, and was instrumental Mal Dale ing Chinese market from Shanghai, reporting directly in helping to shape the IntelligenceBank service To: General manger, The Readership Works to Tomlinson. Ying speaks both Cantonese and Man- as it is today. From: Head of digital, MediaCom Australia darin and brings five years of experience within online In this newly created position, Dale’s primary research, panel, and project management.

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For even more positions call Cathy Boyle, Alison O’Connell, Amanda Wilcox, Elaine Taylor or Hellen Andreou for further information on 02 9953 5833 or email your resume to [email protected] or visit us at www.researchrecruitment.com.au HR, LEADERSHIP & MANAGEMENT AN ETHICAL QUESTION

Candidate driven market A recent global salary survey compiled by international recruitment consultancy Robert Walters predicts that demand for sales, marketing and communications professionals is expected to increase this year in Sydney, Melbourne and Brisbane. Research News asked recruitment consultants who specialise in the market and social research industry to comment.

he Robert Walters survey found that Andy McLellan from AML Resources also says ‘Investment in bringing in juniors is also recruitment activity increased steadily that demand for market research professionals required, so we are still able to compete in five Tduring 2010, as companies recovered has increased in the Sydney and Melbourne mar- to 10 years. New managers need to be trained from the economic downturn and sought to kets and, to a lesser extent, Brisbane. in how to mentor and develop their staff, and rebuild marketing and sales teams. The survey ‘In the main, this has mostly been at the not everyone is suited to a business develop- concluded that recruitment activity across all senior end as those with 10 or more years exit ment role.’ sectors is expected to increase in 2011, as to either start up their own small and medium McLellan says there are a number of senior companies seek to grow headcount and deliver enterprises (SMEs), join the smaller niche people looking for part-time employment (three major projects. boutiques or pursue other vocations outside to four days per week) due to family commit- Rowan Haylett from the Resources Group the industry.’ ments and only a small number of agencies are agrees with the findings. McLellan says that in particular demand able to offer such flexibility. He believes part- ‘2010 was a far busier year in the market exceeds supply on the agency side, as client- time work is more accepted on the client side. research and insights sector than 2009, with side roles appeal to and attract mid and senior McLellan adds, ‘Account directors in both demand for staff across all levels and specialisa- level researchers. qual and quant roles are in high demand, tions increasing as the year went on. This demand There is a lot of demand for candidates particularly those with experience in shopper appears to be continuing into 2011 and is result- with experience in qualitative research, busi- insights, fast moving consumer goods (FMCG), ing in a strengthening of offers in the sector as ness development and people management, telecommunications and the social and govern- employers compete for the best applicants. The however McLellan says there is a lack of ment sector. Currently it is a candidate driven increased demand for talent has also opened the investment in developing people’s skills to market.’ door once again to overseas applicants.’ undertake these roles. CONTINUED ON PAGE 29

No. 188 in a series based on the Code of Professional Behaviour Storing data overseas We’re based in Australia and have just for ad hoc projects for a minimum of one year completed a merger with another company following completion of fieldwork and the data based in Singapore and as a result have moved for two years. into modern offices that don’t have much storage. • The length that records should be kept relates My company has a lot of paper records including to the nature of the information, for example, questionnaires, hand written notes from depth tracking studies run over lengthy periods and interviews and copies of reports. We are it is appropriate to keep data for more than two Mid-level/Senior Quallies – Where are You? Numerous opportunities for mid-level to senior quallies – Sydney and Melbourne. considering merging some of our files with the years, longitudinal data must be kept so that it Common to these roles is a real focus on work/life balance, on-going training and development, excellent $’s. These roles are URGENT! Singapore based firm and keeping some records can be re-identified and also for lengthy periods Brand Manager – Sydney Leadership role for ambitious & there and some of theirs here. What do we need if the study is continuing over a long period.

experienced Brand Manager with a minimum of 3 years experience in to keep and where do we need to keep it? It is best to agree the length of time that blue chip organization – extensive travel to emerging markets (China & UAE) – Suit innovative , creative team player. $100K ++ You don’t have to keep anything in its records will be kept prior to commencing a Account Director – Sydney Senior strategic researcher – key role original form; electronic versions including project. In the case of a company merger, any working on major FMCG client. Make your mark with this leadership role scans of documents are sufficient providing such agreements from any of the merging – Qual/quant (leaning to quant) agency background a must! Join this clever and innovative team of professionals and enjoy the rewards of records are kept in a manner that allows you to companies should be honoured. working with a team which strives to do it better than the rest! reconstruct the originals with the exception of Regarding where you should store the records, it Quant Consultant – Sydney Leading Brand Consultancy needs personal identifiers. The notes to Rule 22 of the is best to store them where they have been collected your solid background in quant. research methodologies/segmentation (min 4 yrs. agency) – great collaborative team of professionals. Code of Professional Behaviour list the following and will be needed, especially if the information Make 2001 your year! requirements for data storage: would be stored in countries that do not have Contact Kaye Neilson on 0408499567 • Identified data should be de-identified as soon equivalent data protection laws to Australia or ‘safe as practicable after completion of the project. harbour’ arrangements. • Where there is no upfront agreement on the length of time for which records should be kept, Jayne Van Souwe is the convenor of the National Ethics Committee. To ask an www.neilson-res-ex.com.au the default is to keep de-identified primary ethical question contact Jayne on 03 9621 field records (questionnaires, transcripts etc) 1066 or [email protected]

28 Research News March 2011 AN ETHICAL QUESTION HR, LEADERSHIP & MANAGEMENT SOCIETY NEWS

However, Christine Crowe at CCI says, ‘We While she agrees that the year has started can’t see a huge growth in wages in market steadily in the market research industry with an research based on the placements over the last anticipation of growth during 2011, she believes Research News year. They appear to be consistent across all com- there is still considerable caution being exercised panies and haven’t risen significantly for the past because employers are uncertain how interna- April 2011 edition couple of years. Who knows how hiring managers tional markets will affect the economy. Colleagues will react when they can no longer attract appro- in other sectors have confirmed this as well. priate candidates to fill their vacancies? This is ‘In general market research companies have INTUITION AND starting to happen, as we have 142 vacancies to commented that the year has started well and GUT FEELING fill in Sydney alone and are finding it increasingly they are expecting that this will be a year of difficult to find candidates, particularly as the consolidation and slight growth. I was delighted government has taken market research off the to learn that Millward Brown had just taken on Should we ask the following question skilled migration occupation list. a number of new graduates (I believe eight), more often: ‘I know the answer - why ‘Rather than focus on salaries perhaps the which positively augurs well for the industry are we doing this research?’ What market research industry on a whole should be in general. happens when clients disregard focusing on lobbying the government to put mar- ‘Most MR companies have commented that research findings? A look at ‘ensemble ket research back on the skills shortage list.’ they are busy and doing well (“and it’s a far cry methods’ such as ‘wisdom of the Market Search’s founder Lyn Tanner is a from 2009”) and while there has been a reason- crowds’ and ‘random forests’. The HR member of Recruitment Consulting Services ably high demand for new staff from director to perspective - psych testing vs ‘fire in Australasia (RCSA) so is in close contact with junior researchers, the recruitment and decision the belly’ and ‘spark in the eye’. What a number of her industry colleagues and sub- making process remains slow and deliberate. have researchers learnt from Malcolm sequently receives regular feedback on the This to me indicates that there is no great urgency Gladwell, Harry Klein and Jonah Lehrer. activity in a number of sectors. She also par- to employ despite initial requests of immediacy. ticipates in the quarterly industry survey that The four-interview process continues and thus, Are women really more intuitive? is done to measure the activity in the market due to the candidate shortage in all skill areas, on both present and anticipated growth and a number of desired candidates can be lost to DEADLINE: 10 MARCH 2011 salary variations. the competition.’ SOCIETY NEWS AMSRS invests in interactive tools

The Society now supports the AMSRS LinkedIn We want high quality discussions and depth board or click ‘like’ for discussions you like discussion group at http://www.linkedin.com/ of member engagement - but we do want to and want to follow so this flags up the exis- groups?mostPopular=&gid=2205881 have ‘critical mass’ in terms of sufficient num- tence of the group to your LinkedIn contacts. At the time of writing, there were about 500 bers, a broad cross-section of the Australian members following the AMSRS discussion group research community, and all those regarded as Also check out: on LinkedIn (while about one in six were actively ‘key stakeholders’ involved whenever a topic is • The AMSRS page on Facebook at www.face- participating – a percentage the Society would being discussed. book.com/pages/AMSRS-The-Australian- like to increase). Encourage your colleagues, clients and Market-and-Social-Research-Society/ researcher friends to join the group. If you go to • The Society on Twitter at www.twitter.com/ the top right of the main group page, you can click amsrs_au on ‘Invite others’ and send invitations out direct • Research News at www.twitter.com/ to others you are connected with on LinkedIn researchnewsmag who you think would be interested in joining the AMSRS Group.

Other things you can do to help are: • Add a message on your status update say- ing something like ‘AMSRS LinkedIn Group nearing xxx members. Please join and spread the word.’ • Send out a tweet and/or re-tweet others’ messages of encouragement to join • Add a post on the AMSRS LinkedIn group

Research News March 2011 29 PDP CALENDAR

The Society wishes to thank ORC International, the major sponsor TAKE THE BULL BY THE HORNS PDP of the 2010-2011 Professional Development Program (PDP) Fundamentals of defining research requirements and preparing Statistics today a brief, managing a major research project, the qualitative research QLD: 6 April 2011 relationship with the supplier and going beyond VIC: 8 March 2011 Cost: $462 AMSRS members; $638 non- the report to getting the results heard. Course NSW: 15 March 2011 members presenters are professional practising market Cost: $462 AMSRS members, $660 non- Critical to the successful application of statistics research managers and buyers who are able members in business is the need to clearly identify which to provide unique, ‘real world’ insights in their analytical approach is best suited to addressing This course provides an overview of qualitative areas of expertise. research. Content includes the logistics involved the need and to provide business insight founded in running a qualitative project, the main types of on the analytical outcomes. The objective of this qualitative data collection, the role of the moder- Webinar – How to incorporate course is therefore about making the right choice ator and how to create the right environment for social media into your business of statistical techniques and then drawing the respondents, different ways of eliciting a deeper NATIONAL: 5 April 2011 best inferences from the output. Course leader consumer response and the process of analysis NSW, VIC, ACT, TAS: 3.30pm – 4.30pm is Gerrie Roberts from Monash University & and report writing for qualitative research. QLD: 3.30pm – 4.30pm Roberts Research Group Designed for those who are new to qualitative SA: 3pm – 4pm QPMR recognition: 30 points research – on the buyer or supplier side. NT: 3pm – 4pm WA: 1.30pm – 2.30pm Presentation and influencing Effective research buying Cost: $55 AMSRS members; $77 non-mem- skills ACT: 16 March 2011 bers NSW: 13 April 2011 Cost: $462 AMSRS members, $660 non- With the mass adoption of social media and on- VIC: 12 April 2011 line networking tools such as Linkedin, Facebook members Cost: $550 AMSRS members; $770 non- and Twitter, there is an opportunity for agencies This course is aimed at those on the buyer side members to learn more about - and connect directly with - of the industry, specifically current and aspir- This is an intensive one-day workshop, limited their most valuable asset base – their customers. ing market and social research, information to10 participants. Conducted by Belinda Giblin, This webinar, with Prashant Hari, discusses how and communication managers and government a well-known corporate trainer, presenter and an agency of any size can establish an online officers involved in the preparation of programs actor, this workshop deals with structuring a presence that generates awareness, inquiries and implementation of policies. Speakers will presentation and delivering it for maximum im- and leads using key social media platforms. be from both the public and private sectors. pact. Impromptu presentations are also covered. QPMR recognition: 5 points On completion of the course, participants will This is hands-on and each participant will receive have a good understanding of why market and personalised tuition. social research is valuable to an organisation, QPMR recognition: 30 points

For full course information and to register visit: www.amsrs.com.au NOTE: ALL PRICES INCLUDE GST

The WA State Conference For full program, times, and sponsorship Platinum Sponsor: opportunities, please visit www.amsrs.com.au

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