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Innovation in MR – Threat Or Opportunity? Annual Tech Report Takes the Industry’S Pulse Fighting inertia Are sliders too slick Customer service via in B2B for surveys? social media Innovation in MR – threat or opportunity? Annual tech report takes the industry’s pulse SPECIAL SECTION Top Panel Companies June 2016 www.quirks.com Quirk’s Marketing Research Review CONTENTS June 2016 • Vol. XXX No. 6 DEPARTMENTS page 6 Click With Quirk's 34 10 In Case You Missed It... 14 Survey Monitor page 44 20 Product and Service Update 60 Top Panel Companies page 50 68 Names of Note 70 Research Industry News page 28 74 Calendar of Events 77 Index of Advertisers page 60 78 Before You Go… Quirk's Marketing Research Review 4662 Slater Road | Eagan, MN 55122 651-379-6200 | www.quirks.com Publisher • Steve Quirk Illustration by Jennifer Coppersmith Design by Jennifer Illustration [email protected] | x202 Editor • Joseph Rydholm ON THE COVER [email protected] | x204 Digital Content Editor • Emily Koenig 28 Do we have a problem with [email protected] | x210 innovation? Circulation Manager • Ralene Miller Highlights from the [email protected] | x201 FocusVision 2015 Annual MR Production Manager • James Quirk Technology Report [email protected] | x206 By Sheila Wilson and Tim Macer Directory Sales • Ilana Benusa [email protected] | x213 56 Leverage the irrational TECHNIQUES V.P. Sales • Evan Tweed How B2B marketers can use [email protected] | x205 34 A change for the better cognitive biases to their advantage Sales • Lance Streff Studies chart the evolution of By Adam Jones [email protected] | x211 social media as a customer service channel By Marianne Hynd COLUMNS ••• moving? make sure Quirk’s comes with you! 44 A touchy subject 12 Trade Talk Send change of address information Are sliders too slick for surveys? Gallup article another example of to [email protected] By Trent D. Buskirk qual’s resurgence By Joseph Rydholm Download the Quirk’s iPad, iPhone 50 Changing their beliefs 24 By The Numbers or Android app to view this issue. Inertial purchasing propensities in Are smartphone users less-engaged B2B markets An interactive downloadable PDF of survey-takers? By David Soorholtz and Terry Grapentine this magazine is available at www. By Philip Derham quirks.com/pdf/201606_quirks.pdf. Follow us on Twitter @QuirksMR. 4 Quirk’s Marketing Research Review // June 2016 www.quirks.com ••• online, e-newsletter CLICK WITH and blog highlights 3 things to do online—right now! // Noted Posts QuirksBlog.com 1 ADVANCE YOUR DEGREE | quirks.com/directory/ Marketing_Research_Degrees.aspx) Saying goodbye to Dos Equis’ ‘most interesting man’ 2 JOIN OUR LINKEDIN GROUP | http://linkd.in/1IcBFNQ quirksblog.com/blog/2016/04/08/ 10 commandments for keeping 3 FIND A NEW JOB | quirks.com/jobs up with the pace of change quirksblog.com/blog/2016/03/21/ Recent study fi nds changes in ••• coming soon brand engagement Quirk’s research on researchers! quirksblog.com/blog/2016/03/10/ f you liked our research on researchers in the past, you Imay be anxiously awaiting Quirk’s annual corporate research survey. For more than 20 years Quirk’s has been collecting responses from our subscribers each time they ResearchIndustryVoices.com renew. In fact, every year we gather more than 6,000 responses. Quirk’s also conducts the largest annual salary How Facebook reactions are and compensation survey in the industry with more than changing social research 3,000 responses. All of this data will be combined in a researchindustryvoices.com/2016/04/27/ comprehensive Corporate Researcher Report and delivered in September with our annual Researcher SourceBook 11 mistakes to avoid when directory. running an online MR Can’t wait until September to read more about community your peers? Check out Quirk’s 2015 report: www. researchindustryvoices.com/2016/04/08/ quirks.com/PDF/CorporateResearchReport.pdf The role of emotional impact in lowering ad skip rates esearchindustryvoices.com/2016/04/07/ // E-newsworthy ResearchCareersBlog.com Disgust, sadness, hope and anger: Observations from the 2016 10 tips for attracting and retaining Millennial talent presidential race researchcareersblog.com/2016/04/14/ quirks.com/articles/2016/20160426-1.aspx 3-step research process for identifying your What you need to know about non-compete agreements product’s triggers and barriers researchcareersblog.com/2016/04/04/ quirks.com/articles/2016/20160426-3.aspx 7 tips for mastering online job Top 10 most intimate brands: Study highlights how interviews emotions impact brand relationship researchcareersblog.com/2016/03/28/ quirks.com/articles/2016/20160425-2.aspx 6 Quirk’s Marketing Research Review // June 2016 www.quirks.com www.clearseasresearch.com TRUST IN RESEARCH Strategic, full-service market research solutions focused on measuring... • BRAND POSITION attitudes, awareness, usage, image • PRODUCT DEVELOPMENT concept testing, product needs identifi cation, nomenclature, pricing, marketing To know what we know, please contact us at 248-786-1683 or [email protected] BUSINESS-TO-BUSINESS & CONSUMER INDUSTRY EXPERTISE • BUILDING ENVELOPE • FOOD & BEVERAGE • ARCHITECTURE • GAMING • PLUMBING • MANUFACTURING • HVAC • PACKAGING • ENGINEERING • SECURITY • ROOFING • DISTRIBUTION/LOGISTICS CENTRAL LOCATION TESTING | EXECUTIVE INTERVIEWS | FOCUS GROUPS | SURVEYS | DATA SCRAPING *TCPA compliant MULTIMODAL DATA COLLECTION CAPABILITIES: IN-PERSON, INTERNET, MAIL, MOBILE, TELEPHONE* In Case You Missed It news and notes on marketing and research ••• insurance research Insurance shoppers not fi lling in all the blanks survey conducted by online insurance-shopping platform CoverHound found ••• food research A that 51 percent of quoted insurance shoppers provided inaccurate informa- tion either by accident or intention- Our sandwich ally. Many shoppers requested a quote without providing choices are correct information or forgot to include changing some important onsumers eat an average of 3.7 information Csandwiches per week, which has to carriers. remained stable over the past few Millennials years. However, consumers are now provided eating a wider variety of sandwiches inaccurate and sourcing them from a greater information variety of locations as they look for by accident new, unique foods, according to the or intention- 2016 Sandwich Consumer Trend Report ally 6 percent from Chicago researcher Technomic. more than While burgers are still consumed most their older, often of all sandwich varieties mea- Baby Boomer sured, other varieties – including deli counterparts. salad, breakfast, flatbread and ethnic Homeowners were sandwiches – are gaining on burgers. more accurate than In other findings, the rise of renters, with renters all-day breakfast is creating new op- being 4 percent more likely portunities for breakfast sandwiches: to omit or provide inaccurate 27 percent of consumers say they are information versus homeowners. buying breakfast sandwiches out- Comparing shoppers self-reported as “currently insured” and “uninsured,” side of typical breakfast hours more currently insured shoppers are 5 percent more likely to omit or provide inaccu- often now than they were a year ago. rate information either intentionally or by accident. CoverHound found only a Consumers increasingly demand mini small difference between lower- and higher-risk shoppers. Compared to lower-risk sandwiches that they can eat as a shoppers, only 2 percent more of the higher-risk shoppers omitted or provided snack (37 percent, up from 31 percent inaccurate information either intentionally or by accident. Men and women were in 2012). And chain restaurants may also the same: Nearly the same percent of male and female shoppers omitted or benefit from differentiating sandwich provided inaccurate information either offerings: 36 percent of consumers intentionally or by accident. overall and 47 percent of Millennials think that chain restaurants all offer very similar sandwiches. quirks.com/articles/2016/20160601.aspx 10 Quirk’s Marketing Research Review // June 2016 www.quirks.com A McMILLION COMPANY The Premier Online Consumer Panel Behind every project is the power of MindField technology and 35 years of market research experience. Mobile Optimized, Online Programming with Beacon by Decipher t Software/Panel Integration for Superior Sample Management t IQD Electronic Countermeasures for Realtime Data Quality Assurance t Social and Mobile Enhanced Panel Engagement for Superior Performance mindfieldonline.com/client Panel Members Verified By 800-969-9235 [email protected] Trade Talk By Joseph Rydholm, Quirk’s Editor Gallup article another example of qual’s resurgence t’s largely anecdotal and unscientific, also embark on a qualitative journey, but I’ve observed a welcome change in which means having actual conversa- I www.clarepix.com Pix Photography ©Clare the dialog around qualitative research. tions with customers,” he writes. Joe Rydholm can be reached For a while there, it seemed like versions He offers an anecdote in which at [email protected] of the same old “focus groups are dead” Gallup interviewed the CEO of a major argument were popping up with annoy- food distribution company on behalf ing regularity. And you could always of one of its clients and found out that high growth, a strong relationship and count on some hackneyed reference to the company was planning to let go of strong product penetration; stagnant Steve Jobs hating focus groups being in- the client vendor. “A customer survey relationships, characterized by low cluded in the blog post or article or op-ed. most likely would have shown that growth, a good relationship and
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