ForFor marketingmarketing reresearchsearch aandnd iinsightsnsights pprofessionalsrofessionals
10 MISTAKES TO AVOID IN MARKET RESEARCH
PLUS 17 great ideas from 2017 Optimizing pricing strategies An overview of the naming process 2018 Outlook
ADVERTISING SECTION Quirk’s Marketing Research Review January 2018 17 Top Mystery Shopping Volume XXXII Number 1 Companies www.quirks.com
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Quirk’s Marketing Research Review CONTENTS January 2018 • Vol. XXXII No. 1 DEPARTMENTS 6 Click With Quirk's 8 In Case You Missed It... page 11 Ask the Expert ForFor marketingmarketing reresearchsearch aandnd iinsightsnsights pprofessionalsrofessionals 62 12 Survey Monitor page 18 Product and Service Update 68 22 Outlook 2018 84 17 Top Mystery 10 MISTAKES TO AVOID page Shopping Companies IN MARKET RESEARCH 74 90 Names of Note PLUS 17 great ideas from 2017 Optimizing pricing strategies page 92 Research Industry News An overview of the naming process 80 94 Calendar of Events 2018 Outlook 97 Index of Advertisers page 22 98 Before You Go… Quirk's Marketing Research Review page 4662 Slater Road | Eagan, MN 55122 651-379-6200 | www.quirks.com Quirk’s Marketing Research Review ADVERTISING SECTION 84 January 2018 17 Top Mystery Shopping Volume XXXII Number 1 Companies www.quirks.com Publisher • Steve Quirk [email protected] | x202
Quirks_cover_1801-PRESS.indd 1 12/20/17 2:22 PM Editor • Joseph Rydholm ON THE COVER [email protected] | x204 Digital Content Editor • Emily Koenig 62 We’re in this together [email protected] | x210 10 mistakes companies make Circulation Manager • Ralene Miller with their marketing [email protected] | x201 research eff orts Production Manager • James Quirk By Michael Oilar [email protected] | x206 Directory Sales • Ilana Benusa TECHNIQUES COLUMNS [email protected] | x213 V.P. Sales • Evan Tweed 68 17 great ideas from 2017 10 Trade Talk [email protected] | x205 Observations from the past Money can’t buy happiness for Sales • Lance Streff year of Quirk’s Millennials. Or can it? [email protected] | x211 By Joseph Rydholm By Joseph Rydholm
74 Looking for the sweet spot 46 By The Numbers ••• moving? make sure Using quantitative research Do you have experience in…? Quirk’s comes with you! techniques to optimize By Laura Cusumano Send change of address information to [email protected] pricing strategies By Tom Rigby Download the Quirk’s iPad, iPhone 80 There’s a lot on the line or Android app to view this issue. Tips on fi nding that perfect product name An interactive downloadable PDF of this magazine is available at www. By Jerry Thomas quirks.com/pdf/201801_quirks.pdf.
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t Quirk’s, we are always looking for interesting, objective articles on all It’s time to prepare for the aspects of marketing research. We encourage you to submit in 2018! Please A smart stores of the future review our editorial calendar as each issue has a specifi c editorial emphasis in ad- dition to the regular curated selection of marketing research-related content. https://goo.gl/QyiShz Black Friday: Epic savings or January July marketing scam? • State of the MR Industry Report • Financial Services https://goo.gl/scMGVR (a special sponsored content section) • Shopper Insights
Suggested Query Period: Mid-September 2017 Suggested Query Period: Mid-March Final Manuscripts Due: November 10, 2017 Final Manuscripts Due: May 11
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Suggested Query Period: Mid-January Suggested Query Period: Mid-July Leaders, keep the human Final Manuscripts Due: March 9 Final Manuscripts Due: September 14 perspective in the innovation June December • Research Technology Report • Qualitative Research process https://goo.gl/UZJPGY Suggested Query Period: Mid-February Suggested Query Period: Mid-August Final Manuscripts Due: April 13 Final Manuscripts Due: October 12 5 factors that contribute to professional success To submit an article for consideration, send materials to Quirk’s Editor Joseph https://goo.gl/DN43EX Rydholm at [email protected]. For more information on submitting material to Quirk’s please quirks.com/pages/editorial-guidelines. Multiple generations in the workplace? 4 tips to improve decision-making https://goo.gl/UpcX78
6 Quirk’s Marketing Research Review // January 2018 www.quirks.com
In Case You Missed It news and notes on marketing and research
••• housing research Regrets, apartment renters have had a few ore than two-thirds of renters have misgivings about their apartment, ••• the internet Maccording to a survey from HotPads, a San Francisco-based apartment and home search platform for renters in urban areas in the United States. The apart- of things ments’ monthly cost and noise level are among their top regrets. Butt out, In fast-moving housing mar- kets, renters often have to Alexa act quickly to sign a lease survey conducted by Wilton, and in the process may A Conn., researcher Toluna shows overlook things they that 63 percent of respondents are will later regret. Over concerned or very concerned that a quarter (26 per- their personal information is being cent) of renters cited recorded via a voice-activated vir- their monthly rental tual assistant (Amazon Echo, Google payment as their Home, etc.). Concern regarding priva- biggest regret after cy is slightly higher among men (65 moving in, followed percent) than women (61 percent). by remorse over their Those who own a voice-activated apartments’ noise level virtual assistant express greater (26 percent) and safety of intensity of concern at their per- the unit and neighborhood sonal information being recorded (21 percent). However, rent- (46 percent) than those who do not ers admit noise and safety were own one (37 percent). However, the not even in their top fi ve consider- survey shows that nine in 10 of voice- ations during the apartment search. activated virtual assistant owners Other common regrets include in-unit laundry (18 percent), a parking garage say they would recommend one to (15 percent) and air conditioning (12 percent) – elements that can be diffi cult to a friend, while nearly 40 percent assess before moving in. Renter’s remorse can set in quickly: 61 percent of renters of those who do not currently own who have lived in their new rental for less than three months already have at a voice-activated virtual assistant least one regret about their choice. Since most renters opt for a 12-month lease, said they plan to purchase one in the understanding what features matter most before committing to a rental can help future. The survey also found that prevent some of these common post move-in regrets. consumers who own a voice-activated HotPads worked with researcher Ipsos to conduct this survey. A nationally virtual assistant make fewer in-store representative sample of 409 U.S. purchases, do less online research renters age 18 or older in buildings and read and watch traditional with fi ve or more units (“apartment media channels less frequently than renters”) was interviewed online, before they owned their device. in English. The survey was fi elded September 5-7, 2017. quirks.com/articles/2018/20180101.aspx
8 Quirk’s Marketing Research Review // January 2018 www.quirks.com
Trade Talk By Joseph Rydholm, Quirk’s Editor Money can’t buy happiness for Millennials. Or can it?
n a December New Yorker article Yet 88 percent said they see success as I(“Killing it”), Jia Tolentino gave a more about being “happy” and less about Millennial’s view on theories about “material prosperity” and a quarter of Mil- Millennials, focusing on some of the lennials said, “I don’t care about money.” economic impacts and implications of When asked to identify activities they how Millennials have been raised and actively engage in to make themselves how they view work and money. happier, spending time with family (72 It’s a great read, more for the points it percent) and friends (61 percent) and www.clarepix.com Pix Photography ©Clare Joe Rydholm can be reached raises rather than the questions it answers, helping others (59 percent) were highest. at [email protected] but some of her points resonated as I read Correspondingly, regarding areas in press materials on a Wells Fargo study of life that bring satisfaction, the three with Millennials and their confl icting and con- the highest levels of satisfaction among active role in setting and achieving goals fl icted views of their fi nancial lives. Millennials were family relationships (56 for my fi nancial life; I am able to pay for Using data from a Harris Poll con- percent), intellectual life (52 percent) and my monthly expenses – were highly cor- ducted on its behalf, Wells Fargo found recreation and hobbies (50 percent). related in the study and when looked at that though they clearly don’t view Love and relationships were the top in aggregate, were also a driver of happi- money as the key to happiness, Millenni- drivers of happiness for all Millenni- ness. Out of the entire population, the 36 als also seem to worry a great deal about als. Respondents were given a choice percent of Millennials who affi rmed all it. While 62 percent of those surveyed of fi ve words and asked to select the fi ve aspects of engagement in the PFI are described themselves as very “happy” and word they most associated with happi- happier than those who do not. 65 percent said their life is “meaningful,” ness and love took the top spot: “love” “It’s great to see the bright outlook of 69 percent said they want to get over (62 percent), “doing good” (23 percent), the Millennial generation and that hap- their “anxiety” about money and only a “money” (10 percent), “work” (4 per- piness is about the deep bonds of friend- third said they were “satisfi ed” with their cent) and “power” (1 percent). ship and family and not explicitly about fi nancial life. At the same time, 98 per- “The more active this generation is money. At the same time, this genera- cent of this generation also said feeling with their fi nances, the happier they tion has a chance to become happier by “fi nancially secure” is important to them, are – and this was proven out by the taking specifi c actions – such as saving along with feeling physically (97 percent) group of Millennials who affi rm all and planning for the future – that will and mentally (97 percent) healthy. fi ve statements in what we are calling benefi t this group at large and lead to Nearly half (46 percent) of Mil- the Positive Financial Indicator,” said greater happiness,” said Mitchem. lennials surveyed said they have a Kristi Mitchem, CEO of Wells Fargo Conducted by Harris Poll June 16-29, 2017, signifi cant amount of debt and similar Asset Management, in a press release. on behalf of Wells Fargo, the results of the percentages said that they can’t aff ord “What’s interesting about this is it’s 2017 Wells Fargo Millennial Study are based to pay for health care (43 percent) and not clear that Millennials recognize on an online survey of 1,771 Millennials (ages that they rely on others (friends, fam- how being proactive with fi nances 20-36), 26 percent of whom are affl uent, have ily, spouse) for support (42 percent). leads to happiness.” $100,000 or more in investable assets (earn- The fi ve statements about fi nancial ing a median personal income of $88,000) and engagement in the Positive Financial 74 percent of whom are non-affl uent with less Indicator (PFI) – I have enough money than $100,000 in investable assets (earning to be able to save for future needs; I am a median personal income of $43,000). Head saving enough for retirement; I feel in to https://goo.gl/wZ4ykU for more complete quirks.com/articles/2018/20180102.aspx control of my fi nancial life; I take an information on the study.
10 Quirk’s Marketing Research Review // January 2018 www.quirks.com SPONSORED CONTENT ••• advice for researchers ASK THE EXPERT Expert answers to important research questions.
What are the main recruiting challenges researchers need to be aware of given today’s crowded health care market research landscape?
s an agency focused on the recruit- time among a very busy group of re- ment of health care professionals, spondents who have limited availabil- A ity to participate in market research. we continue to witness an industry- wide trend of targeting niche audi- Physicians in particular are selective ences. With pharmaceutical compa- when evaluating a research study nies focusing on the development of invitation, oftentimes prioritizing specialized medicines, this shift in the participation by time commitment, market research landscape has resulted perceived topic relevance or study in a steady decline in response rates, importance. Compounding this, some harder-to-reach segments and challeng- heavily targeted physician specialties Ethan Frank ing sample goals. are now seeing an increasing number Director, Field Services & Client Relations of invites in their in-box as research Olson Research Group Inc. It is inevitable that health care [email protected] marketing research is competing for and development activities ramp up. 267-352-4968 What impact do researchers have during the study design phase to help minimize the recruitment challenges? ortunately, there are several areas engagement. If respondents are con- Fwhere researchers have the op- vinced of the importance of the study portunity to mitigate the effects of the and their participation, they will be recruitment challenges stated above. more likely to complete the exercise. include non-terminating questions in At the project outset, ensure Screener design can also have the screener will improve results. the target list and database used for implications on the willingness of re- Overall it is important to recog- recruitment are robust enough to spondents to participate. Overly strict nize that health care professionals support the sample goals. While this screening criteria or quotas, while are an exhaustible resource. While sounds obvious, many ongoing studies common in this industry, can have double-blinding protects the end- continue to draw from legacy sample a negative impact both on a specific client, negative research experiences sources, thus assessing feasibility in project response as well as future re- still will leave a bad taste and prohibit the current landscape and adjusting sponse. Similarly, extensive screeners future participation. accordingly should be a routine task. can turn respondents off, especially if Market researchers, consultants Other factors of the study design they do not qualify for a study. Budget and fieldwork agencies all play a role important to keep in mind are to be a small incentive offering to termi- in impacting the response rate in tar- upfront about the commitment in- nated respondents, a goodwill gesture geted research efforts. Understanding volved in participation, including any that may reap big rewards when you these challenges and the role we play offline or pre-study work necessary. inevitably need to return to the same is the first step. Continuous dialogue Demonstrating the relevancy of the sample pool as criteria are relaxed. at the project level around how to study topic to respondents can increase Finally, resisting the temptation to mitigate this is vitally important. Have a question you’d like to have answered? Submit it to [email protected]. Want your fi rm to be featured as an expert? Contact [email protected] for more information. www.quirks.com/articles/2018/20180155.aspx. www.quirks.com January 2018 // Quirk’s Marketing Research Review 11 ••• a digest of survey fi ndings and new tools IN FOCUS for researchers // Survey Monitor
tative.) Dollar stores also outnumber Wal-Mart stores roughly fi ve to one. Discount retailers have long been a part of Americana, catering to the fi nancially-mindful consumer. The fi rst J.L. Turner and Son Wholesale store, which would later evolve into Dollar Gen- eral, opened in Scottsville, Ky., in 1939, on the heels of the Great Depression. Dollar stores again fl ourished during the Great Recession, according to analysis conduct- ed by John Strong, a professor of business, economics and fi nance at the College of William & Mary. And the stores continue to prosper after the recession, as people still value lower-priced options. Dollar stores not only have the quan- titative edge but the stores engage with local communities in a way Target and Wal-Mart do not, Strong says. “Each of the three dollar stores have thought pretty carefully about their community support ••• retail research strategy – and they’ve localized it,” Strong says, noting that this strategy is “almost Mighty neighborly 180 degrees” from that of bigger retailers, which donate larger sums of money to Customers taking note of dollar stores’ local focus national or international organizations or causes. For example, Wal-Mart has given more than $35 million to the American ollar stores, or deep-discount retail- the same of Family Dollar (57 percent) Red Cross since 2007 and announced in Ders, have favorability ratings of more and Dollar General Corp. (56 percent), August 2017 that it would donate up to $20 than 60 percent according to Washington, according to Morning Consult’s Commu- million for Hurricane Harvey victims. D.C.-based Morning Consult Brand Intel- nity Impact Rankings. The public also has favorable views of ligence. But the dollar stores also ranked All three stores rank among the pub- Wal-Mart’s community off erings. Sixty- high in another category measured by the lic’s top 15 brands for “positive community fi ve percent said the company has a posi- company: positive community impact, impact,” alongside well-known institutions tive impact – but another 13 percent said writes Morning Consult’s Joanna Piacenza such as UPS, Amazon.com and Wal-Mart. it has a negative one. Strong attributes in a blog post (“The surprising impact of The numbers can be seen as evidence of this to the idea that Wal-Mart siphons your neighborhood dollar store”). persistent but quiet campaigns from each sales from local, downtown retailers, Sixty-two percent of U.S. adults dollar store brand in which they prioritize though he says discussion has slowly piv- said Dollar Tree has a positive eff ect on local neighborhoods over national giving. oted to place more blame on Amazon. its community, while majorities said Combined, there are more than The dollar stores off er diff erent chari- 27,000 Dollar General, Dollar Tree and table contributions: Dollar General puts Family Dollar stores in the continental much of its giving into the Dollar General U.S. That’s nearly double the number of Literacy Foundation, a nearly 25-year-old McDonald’s restaurants in the coun- program aimed at helping employees and try. (McDonald’s has 14,000 U.S. restau- customers within 20 miles of its stores quirks.com/articles/2018/20180103.aspx rants, according to a company represen- tackle education and literacy issues; Dol-
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Participating brands include: IN FOCUS // Survey Monitor lar Tree generally focuses on assisting a Wal-Mart, dollar stores are often 76 percent of U.S. consumers purchas- military families and helping fi nance people’s sole source for many products ing a product that they discovered in employees’ collegiate goals; and Family – which could increase perceptions of a brand’s social media post. The 2017 Dollar concentrates on small grants to lo- the stores’ positive impact. Curalate survey also found that 40 cal community groups that provide basic Suburban residents do not value dollar percent of U.S. consumers shop online necessities, such as local food banks. stores’ community imprint as much as at least once per week, a number that But you won’t fi nd every clothing their rural neighbors. None of the dollar rises to 52 percent for 18-34-year-olds. drive on the dollar stores’ press pag- stores make it into suburbanites’ top 10 Given that consumers spend more time es. These small contributions are usually brands with a positive community impact. on social media than any other online felt around the corner not read across There’s no sign of dollar stores slow- activity, this survey off ers insights into the country. “I don’t think it’s part of the ing down. Both Dollar General and Dol- the growing and changing role played culture of those companies to say, ‘Look lar Tree have a spot on the Fortune 500 by social in digital commerce. at what we’re doing,’” says Strong. list. Both companies report net quarterly Product discovery happens across all Dollar stores also provide employ- incomes of more than $230 million, ei- social media channels, illustrating the ment to rural areas that might not have ther doubling or tripling their quarterly need for brands to create compelling many jobs, especially opportunities results from a decade earlier. content for each channel. While more that off er advancement within a larger While Amazon is not an offi cial consumers in general discover products corporation, Strong says. measuring stick, a Morgan Stanley on Facebook than any other channel, All three dollar stores ranked within report released in September 2017 found younger consumers are much more like- the top 10 brands on community impact that investors were most likely to say it ly to discover products across the whole among those making less than $20,000 per would take Amazon the longest to “ma- range of social channels: 18-34-year-old year, per the Morning Consult rankings. terially disrupt” dollar stores compared consumers are 3.3 times more likely to The stores disappear from top 10 lists to other consumer markets such as food discover products on Instagram than among those making $75,000 or more. retail or home furnishings. U.S. consumers on the whole; younger Much of that may have to do with “This is one part of retail that has consumers are three times more likely location. The stores strategically set up done a lot of very interesting things to discover products on Snapchat, 2.7 in predominantly low-income neighbor- under the radar: they provide good value times more likely on Pinterest and hoods, Elizabeth Racine, an associate to lower-income households and they’ve twice as likely on Twitter. professor of public health at the Univer- provided support to lower-income com- The data presented in this report sity of North Carolina at Charlotte, says. munities in, what I think, are pretty highlight an evolution taking place The average family that shops at dollar innovative ways,” Strong says. in digital commerce. Traditionally, e- stores makes less than $50,000 a year, commerce has been rooted in consumers according to a 2015 study. searching for products that they knew Residents from Southern states they wanted. Today content posted on viewed all three dollar stores more favor- social media causes consumers to stop ably than the public overall, with more scrolling and ask, “What’s that?” – creat- than six in 10 saying the stores have a ing moments of discovery which repre- positive community impact. Midwestern sent a huge opportunity for e-commerce. residents’ attitudes were roughly the While social media content is great same. Those living in the Northeast and at sparking inspiration, that inspira- West, however, did not rank their positive tion can sometimes quickly turn to impact as high, with positive perceptions frustration for many online shoppers. of the stores in the mid-50 percent range. Sixty-fi ve percent report being taken The rankings also found that those ••• shopper insights to a product they weren’t interested living in rural communities score all three in after clicking on a link in a social dollar stores disproportionately high. Social media as media post. Often the specifi c product More than six in 10 rural residents said the brand links to is not the one that Dollar General, Dollar Tree and Family sales gateway caught the consumer’s eye in the fi rst Dollar have positive impacts on their place. Curalate’s own data shows that communities, while suburban and urban Brands’ posts helping sales when given the opportunity to shop all residents’ average ranking lands in mid- of the products in a particular post – 50s. Less than 5 percent of rural residents urvey fi ndings released by Curalate and recommended products – consum- said the stores have a negative infl uence. Shighlight how social media content ers browse longer and spend more. If rural communities do not have has become the new storefront, with
14 Quirk’s Marketing Research Review // January 2018 www.quirks.com Survey Monitor // IN FOCUS
of Americans with a college education the government should play a major or more say a machine could replace role in strengthening the economy their job in fi ve years, versus 30 percent and 86 percent support tax credits for with a high school education or less. companies that pay for workers to train However, most Americans agree that in other, more modern work skills. business and government should work Sixty-one percent say the government together in strengthening the economy. should promote job training and educa- Fifty-seven percent of Americans say tion programs for displaced workers
••• employment research Well-prepared or ill-prepared? Education’s impact on economic views national survey developed by com- Amunications fi rm Burson-Marstell- er and conducted by researcher PSB sheds light on Americans’ views about the current state of the economy (with a focus on manufacturing) and their expectations for the future. According to Making it in America: The View from America, only 42 percent of Americans with a high school education or less say If you want to influence what people DO, they have the right skills to succeed in you need to know what they THINK + FEEL. the 21st century, while 71 percent with a Mike Dabadie, CEO college education or more say they do. When asked what emotion best describes their feeling about the future of the U.S. economy, Americans with a high school education or less are 25 per- O40-year heritage of leveraging rational + emotional insights for cent less likely to say they are optimis- client success tic than those with a college education ORigorous research + strong storytelling = results you can act on or more. And they are 50 percent more likely to feel scared about the future OStrategists to take you from insights to activation of the U.S. economy than those with a OEnduring relationships across diverse clients: Heads-of-State, college education or more. Corporations, Non-Profits, Associations, Government Agencies Education level also plays an important role in how Americans feel about the future of the U.S. economy. HOW WE DO IT: Check out our case studies here or go to http://heartandmindstrategies.com/clients/case-studies/ Thirty-eight percent of Americans with a college education or more think the
American economy is headed in the CommunicationsMarket Assessment Strategy O Brand/Issue O Brand/Issue Strategy Strategy O Communications O Systems + JourneyStrategy right direction compared to 30 percent CommmunicationsCommmunications Effectiveness Effectiveness Measurement Measurement O Stakeholder O Systems +Engagement Journey of those with a high school education or O O less. When it comes to job security and TrackingTracking O CorporateCorporate ReputationReputation O RegionalRegional VisioningVisioning the role of automation, only 14 percent www.quirks.com January 2018 // Quirk’s Marketing Research Review 15 IN FOCUS // Survey Monitor to address loss of jobs to automation Lule Demmissie, managing director of and machine intelligence. Twenty-two retirement and long-term investing percent say the government should at TD Ameritrade. “Having a spouse to enact policies to protect those jobs split the mortgage, household expenses and 10 percent support an increase in and insurance can make basic living corporate taxes to fund programs for costs more manageable. On top of that, displaced workers. for couples who fi le jointly, marriage Education level matters when it can help reduce their tax burden. comes to Americans’ outlook on tech- The logical conclusion is not that one nology. Fifty-fi ve percent of Americans should simply marry to save money! with a college education or more say The substantive insight is that both technology will make overall employ- married and single investors can learn ment better fi ve years from now versus ••• fi nancial services best practices from one another.” 45 percent with a high school educa- Nearly one-third (29 percent) of tion or less. Sixty-fi ve percent with Bearing the singles cite “having complete control college or more and 55 percent with over the household fi nances” as the high school or less say technology will burden alone biggest benefi t to not being married. make job satisfaction better fi ve years But when it comes to saving and in- from now. In addition, 57 percent of Study contrasts money vesting, two heads may be better than Americans with college or more and habits of single vs. married one. Fewer singles believe they are 49 percent with high school or less say very knowledgeable about the stock technology will make wages/salaries ith singles accounting for 45 market (16 percent of singles versus 26 better fi ve years from now. Wpercent of all U.S. adults, percent of married individuals). Three Regardless of education level, it’s more important than ever for in 10 unmarried Americans aren’t Americans trust companies but those choosing the single lifestyle to saving for anything, compared to 17 distrust business leaders. Sixty-one empower themselves fi nancially. TD percent married, and a quarter (27 percent of all Americans have an un- Ameritrade’s Singles & Money survey percent) have emergency funds, versus favorable view of business leaders and of 1,000 unmarried and 1,000 married 39 percent married. 73 percent say the wage gap between adults (ages 37 and older) reveals that Three in 10 (28 percent) singles workers and business leaders will grow less than one-third of single Ameri- classify their retirement savings as in the next fi ve years. Yet, 59 percent cans (29 percent) rate themselves as “I’ll scrape by,” while nearly a quarter of Americans say large companies have very fi nancially secure compared with (23 percent) identify as “super savers.” more of a positive impact than the fed- 43 percent of married individuals. Forty-four percent are saving for eral government does. Interestingly, Research shows that singles tend to retirement, versus six in 10 (63 per- 96 percent of Americans are favorable have more friends than married peo- cent) married. One-third (34 percent) towards small businesses versus 54 ple, are more likely to volunteer their of unmarried Americans expect to be percent for large companies. time and are as healthy or healthier very secure in retirement, versus 52 The Making it in America: The View as their married peers. When it comes percent for married. Almost half (46 from America survey conducted 1,500 to fi nances, however, the picture isn’t percent) of singles are worried about interviews with the general population from as rosy. running out of money in retirement, June 1-5, 2017. The margin of error for the Singles make an average of $8,800 versus 38 percent for married. More total sample is +/- 2.53 percent and larger less in personal income than their than one-third (36 percent) of singles for subgroups. This survey builds off the married peers ($52,900 versus $61,700). want to fully retire but believe they June 2017 Executive Survey by McKinsey & They’re much less likely to own a won’t be able to aff ord it, versus 29 Company, which surveyed 259 U.S. business home than married couples (58 percent percent for married. leaders representing the full range of regions, versus 90 percent). Four in 10 working “The good news is that singles industries, company sizes, functional special- singles spend their entire paycheck can redefi ne the American dream on ties and tenures. each month with no money toward their own terms by taking fi nancially savings (versus 37 percent married). prudent steps such as saving for retire- “While an increasing number of ment early, sharing expenses with Americans are fi nding that remaining a roommate or family member and single can have its virtues, there is establishing an emergency fund. This one key area making the single life po- can help level the playing fi eld with tentially more diffi cult – money,” says their married peers,” Demmissie says.
16 Quirk’s Marketing Research Review // January 2018 www.quirks.com
IN FOCUS ••• tracking studies Product and SmartTracker integrates data sources Service Update Third-party, customer, CRM
esearch Now, Plano, RTexas, has launched SmartTracker, a solution that ••• data analysis allows users to connect track- er survey data to data sources Firms partner on for more relevant insights. SmartTracker maintains data consistency from existing research studies and video analysis leverages supplemental data to provide new insights without changing existing surveys. It allows new tracker studies to be designed with a more robust view solution of consumers, with benefi ts such as shorter, more-focused surveys. The types of data SmartTracker can integrate include: third-party data – such as segmenta- Explore themes, conduct tion, fi nancial, life stage, automotive – to broaden and deepen understanding sentiment analysis of consumers and enhance analysis; Research Now fi rst-party profi le data to supplement or replace existing survey questions; advertising exposure data to os Angeles-based research platform increase understanding of impact of ads on key brand metrics, read the pulse of LFuel Cycle has launched a new the market regarding the impact of advertising creative and optimize and drive video capture and analysis capability improvement of advertising ROI; and customer data – such as sales and CRM designed to reduce the amount of time data – to link survey data directly with known behaviors. required to analyze videos. In partner- www.researchnow.com ship with video research fi rm Vox- popme, Fuel Cycle’s video solution gives brands access to transcribed and time- and reach insights, with the ability to ports a range of data sources, includ- coded video data. Video can be captured pass searchable additional data or add ing live connections and APIs into by mobile, tablet, laptop and desktop custom tags to individual videos that data collection tools such as Decipher, devices from the Fuel Cycle platform, allow similar responses to be collated. Dimensions and SQL, allowing users without the need to install plugins or www.fuelcycle.com to adopt the platform with their additional mobile apps. Video analysis existing data collection tools; data in- results include: transcription – tran- tegration – the platform harmonizes scribing of spoken words minutes after ••• data analysis data from multiple sources into one a response is recorded, with the ability data set, reducing the amount of time to create word clouds to reveal key Software uses spent preparing sources; machine phrases; theme explorer – automated learning – the software learns prefer- organization of content into key topics machine learning, ences, naming conventions, data to fi nd the best video snippets, with structures and more and applies these easily-accessed time-coded transcripts automation to existing and new data sets through and thematic analysis; sentiment its machine learning capabilities analysis – determine the attitude of No seats or licenses to ensure researchers can focus on respondents, creating a sortable and strategic value-add; real-time insights searchable picture of how users an- uckland, New Zealand, research – the software shares knowledge and swered questions; advanced search and Asolutions firm Infotools has information through visualizations fi lter – explore all transcribed results introduced Infotools Harmoni, a and analysis that can be updated research analysis software that uses whenever new data is available, creat- machine learning and automation to ing real-time stories and dashboards; help researchers spend less time pre- a new pricing model – users don’t pay paring data and more time generating for seats or licenses but instead pay insights. Some features include: data only for their actual use. quirks.com/articles/2018/20180104.aspx agnosticism – Infotools Harmoni sup- www.infotools.com
18 Quirk’s Marketing Research Review // January 2018 www.quirks.com ••• qualitative research form builder is designed to enable ef- match Reston, Va., fi rm comScore’s fi cient data collection and surveys on any television ratings and digital measure- 20|20 Research device. Data can be stored in Mesearchr ment with 0ptimus’ custom modeled or exported to statistical packages, audiences, allowing 0ptimus more enhances QualBoard including SPSS. Organization tools for in-depth political targeting on an managing work from anywhere replace individual basis across all marketing Version 4.0 includes diary analog forms and off er a way to plan channels, including TV and digital. and journaling tools projects, tasks, campaigns and interven- 0ptimus.com tions. Further, collaboration features www.comscore.com 0|20 Research, Nashville, Tenn., has enable researchers to build projects and 2launched the fi rst phase of QualBoard surveys with team members, add team n Plano, Texas, fi rm Research Now version 4.0. QualBoard is the company’s members, industry partners or supervi- has released an enhanced version of digital platform for asynchronous sors, assign tasks, share reports and work its DIY platform Samplify. Enhance- qualitative discussions and activities. together in one central workspace. And ments include a survey authoring tool The fi rst set of capabilities available the Mesearchr platform enables instant designed to be used without special in the enhanced platform is a tool communication no matter where team research expertise, while the drag-and- for ethnographies, diaries and jour- members are located, with a secure drop interface to author surveys allows nals. These individual activities were channel to comment and discuss specifi c marketers to reach consumers 24/7. designed with a streamlined interface, tasks or data points to keep conversations www.researchnow.com making it simpler for the researcher to relevant and focused. design the questions and more intuitive ipug.co n Auburn Hills, Mich., researcher for the participant to respond. The tool Gongos Inc. initiated a partnership also includes options for more question with GDS Group to roll out its Deci- types, as well as enhanced logic and skip ••• Briefl y sion Intelligence Customer Experience patterns, including those based on key- (DICE) Assessment at GDS’ CMO Insight words in open-ended text. Additionally, n Shelton, Conn., researcher SSI has Summit. The exercise was designed to the design means diary and journal en- launched its Survey Capabilities Demo, al- help executives assess how their organi- tries can be more easily managed on any lowing those who need survey design and zations perform on 11 measures related device without the need to download a programming to test the company’s ca- to operationalizing customer centricity. mobile app. And, by using the analytics pabilities without going through a linear Gongos is currently working on rolling engine within the platform, research- survey or speaking with a sales person. out its DICE Assessment tool more uni- ers can take advantage of concept and www.surveysampling.com versally to clients and executives. keyword extraction, as well as sentiment gongos.com analysis, to assist with reporting. n Data science fi rm 0ptimus will www.2020research.com ••• research software CONVERSATION New tools for academic researchers The Mesearchr suite
echnology company iPug, San PIECE TFrancisco, now off ers Mesearchr, a software platform designed for aca- There’s an art to telephone data collection. demic researchers. The suite of research and project management tools allows Talk to us. researchers to gather data, organize information, communicate and col- laborate from one central work space. 1.800.743.6443 MARKET RESEARCH A secure and HIPAA-compliant online www.quirks.com January 2018 // Quirk’s Marketing Research Review 19 n Plano, Texas, fi rm Research Now n India-based research company Bor- months, with additional markets to be has launched a Hispanic panel and has derless Access has launched propri- added across 2018. formed a partnership with mobile etary panels in Egypt, Germany, the voices.vice.com membership platform SABEResPODER U.K. and the U.S. The panels range (SEP), a division of URWelcome Tech- from demographics to special attri- n The innovations team at U.K. nologies. Through the partnership, butes like mobile, auto ownership, IT, research company Join the Dots now Research Now and SEP will provide B2B and travel as well as social media offers Caption, a Snapchat-inspired access to Hispanic consumers across behavior, mobile devices and other photo augmentation tool that uses a 50 U.S. markets. The Hispanic panel digital parameters. selfie and comment format. Caption will be segmented across a variety of www.borderlessaccess.com expands Join the Dots’ social media- demographic, psychographic, attitudi- inspired tool kit, which also features nal and acculturation variables. n Wilton, Conn., researcher Toluna has a range of qualitative and quantita- www.researchnow.com introduced Insights on Demand, a busi- tive emoji-based tools. ness concept and market category. As www.jointhedotsmr.com n Nielsen, New York, will begin part of the Insights on Demand initia- using real-time smart TV data from tive, Toluna will be collaborating with n Chicago-based researcher IRI has Gracenote to enhance the audience- industry thought leaders and creating enhanced its E-Market Insights mea- targeting, consumer analytics and additional educational resources. surement and insights solution. The measurement capabilities of Nielsen corporate.toluna.com enhanced solution includes insight into Marketing Cloud’s Data Management sales performance and trends across Platform (DMP). The Nielsen DMP n Chicago-based research and online platforms at the domain (.com) connects Gracenote viewership data consulting firm Technomic Inc. has level, allowing for analysis across to Nielsen, first- and third-party con- launched Transaction Insights, a e-commerce retailers like Amazon, sumer data for person-level consumer platform that provides the restau- Walmart and Staples. insights, as well as integrated paid rant and food service industries with www.iriworldwide.com and owned media platforms for mar- business performance metrics across keting activation. the top 200 restaurant chains. The n Aragon Research Inc., Palo Alto, Ca- www.nielsen.com platform includes consumer-level lif., has introduced Visual Research, a purchase data from a longitudinal new off ering that combines traditional n Franklin, Tenn., firm Harpeth panel of over 3 million consumers, text-based research documents with Marketing has launched the Cup of representing up to 18 million food videos that explain key concepts, tech- Coffee Tip Sheets, a new series of service visits per month. nology trends and insights for faster marketing resources. Each one-page www.technomic.com learning, reinforcement and stronger sheet includes information on a mar- knowledge retention. keting or sales topic. n Nielsen, New York, has launched aragonresearch.com www.harpethmarketing.com Marketing Budget Explorer, a media budget forecasting solution. The n Canada-based company TechSci Re- n Wilton, Conn., researcher Toluna Web-based simulation tool allows search has launched Customer Satisfac- has launched PowerPack, a do-it-your- brand marketers to evaluate com- tion (CSAT) Surveys & Research Services self tool that provides marketers with binations of marketing allocations to help businesses measure customer feedback on package design concepts and budget options to make more satisfaction levels. directly from the consumers most informed media planning decisions. www.techsciresearch.com relevant to their brand. www.nielsen.com corporate.toluna.com n Provo, Utah, software fi rm Qualtrics n In London, Harris Interactive has has introduced new solution-level n YouXtools, a new venture start-up launched PackTest Express, a solution packaging based on experience pro- of San Jose, Calif., research consul- that allows clients to better test the gram maturity and corresponding fea- tancy UEGroup, has introduced the impact and design of new packaging. ture levels. The solution levels include youXtools platform. The platform uses Clients can improve features, messag- best practices and recommendations artifi cial intelligence and machine ing, claims and price to maximize sales learned in implementations to help learning to allow product teams to vi- on launch and to better understand the organizations develop their experience sualize and analyze real-time customer overall strengths and weaknesses of management programs. Each level interactions and move to action. their packaging concepts. outlines the features and capabili- www.youxtools.com harris-interactive.com ties needed at each stage of program maturity so customers can fi nd the n Los Angeles research fi rm Alter n VICE Voices, the Millennial insights best match for their needs and scale or Agents has published a new e-book, It’s panel created by research company adjust the program in the future. Not You, It’s Me: Shopper Promiscuity in Con- Lightspeed and VICE Media, is now www.qualtrics.com text, available on the fi rm’s Web site. available in the U.K. The platform will www.alteragents.com be extended to Australia in the coming
20 Quirk’s Marketing Research Review // January 2018 www.quirks.com
SPONSORED CONTENT
COMMENTARIES BY INDUSTRY LEADERS ON THE YEAR AHEAD
elcome to Quirk’s Outlook 2018! We asked research companies to off er up their viewpoints on a range of topics – from the Wfuture of qualitative to the role of DIY methods – to provide an overview of some of the factors that will impact market- ing research as the next 12 months unfold. P2Sample looks at what sample buyers and providers can do to improve the respondent experience. Branded Research lays out ideas for working in the current research ecosystem. Complete Research Connection tackles recruiting and what we can learn from the past to improve future outcomes. Toluna calls for new solutions to transform the MR industry. FocusVision profi les the forces driving research technology development. SoapBoxSample explores passive metering and how it can help keep up with consumers’ changing behaviors. Surveys & Forecasts off ers 10 considerations when building a customer response system. Jackson Research argues that qual is not dead and outlines how it must adapt to survive. Second To None explains how mystery shopping can be used as a strategic tool in an omnichannel world. D’Well Research charts trends in DIY. And Answer- Quest details the changes it made in its facilities in response to changing sensory research needs. Taken as a whole, we hope this special section will help you start 2018 with plenty of food for thought and give you a head start on navigating the year ahead!
TABLE OF CONTENTS
Sample companies step up: Passive metering – You don’t know what Quality and engagement have become our job . . . . p. 23 you don’t know ...... p. 34 SAMPLING | P2Sample PASSIVE METERING/BEHAVIORAL DATA | SoapBoxSample
Taking our seat at the table ...... p. 26 From customer satisfaction to customer PANEL RESEARCH | Branded Research response: A new feedback model ...... p. 36 CUSTOMER SATISFACTION | Surveys & Forecasts LLC
Recruiting: looking to the past to determine marketing research’s future ...... p. 28 Qualitative isn’t dead ...... p. 38 RECRUITING | Complete Research Connection QUALITATIVE RESEARCH | Jackson Research
Insights on Demand will transform market Mystery shopping in an omnichannel world . . . . . p. 40 research in 2018 and beyond ...... p. 30 MYSTERY SHOPPING | Second To None AGILE RESEARCH | Toluna
Market research – where to go from here? ...... p. 42 May the force be with you ...... p. 32 DIY RESEARCH TOOLS | D'Well Research ONLINE QUALITATIVE | FocusVision
When enough isn’t enough ...... p. 44 SENSORY RESEARCH | AnswerQuest
22 Quirk’s Marketing Research Review // January 2018 www.quirks.com SPONSORED CONTENT
SAMPLING OUTLOOK
Sample companies step up: Quality and engagement have become our job P2Sample takes respondent satisfaction to the forefront with advanced programmatic sampling space, creating a positive experience vary by provider, it basically involves JD DEITCH has been the responsibility of the buyers and sellers digitally exchang- researcher or questionnaire writer. ing demographic information and fi eld CRO, P2Sample Sampling companies simply provided status and directing respondents into arketers, jour- the people. Yet as computing power and survey projects. The automated nature Mnalists, ethnog- automation have come to dominate the of programmatic sampling makes it raphers, sociologists market research process, both sample compelling for its effi ciency and cost- – well, just about companies and researchers have largely eff ectiveness. Unfortunately, though, everyone – is talk- failed to keep up. The result is that this is the point where most sample ing about consumer atrocious respondent engagement is providers stop, despite the many ways power. Millennials might be credited now a “feature” of the market research in which programmatic techniques can with driving this change but every gen- tech stack. It doesn’t have to be this fundamentally improve quality and eration is reaping the benefi ts. People way though. Programmatic techniques accuracy. demand quality experiences, person- give sample companies the ability and As an industry, we cannot be satis- alization and ease of use or they will opportunity to start treating respon- fi ed to merely be faster and cheaper. simply move on. Whatever fi eld we are dents respectfully – but only if we Sample suppliers and buyers need to working in, including market research, choose to do so. insist on the following commitments. consumers are forcing companies to tai- Programmatic sampling is the Stop tolerating bad experiences: lor products and services to suit them. automation of the sample buying/ Bad respondent experiences yield Historically, in the market research selling process. While the specifi cs lower response rates and bad data. It
www.quirks.com January 2018 // Quirk’s Marketing Research Review 23 SPONSORED CONTENT
is baffl ing how this remains an issue healing” algorithms yield better data tions, we should not be content to despite mountains of evidence in the and preserve the long-term health of merely go fast. For what we end up form of industry studies, reports and the business and the industry. sacrifi cing is good sense, adaptability direct remarks from respondents. In Make technology solve the other and the critical refl ection that our GreenBook’s recent GRIT Consumer Par- problems as well: Programmatic sam- techniques are fi t for purpose. Agile ticipation in Research study, fi ndings pling is more than “add a dash of tech programmatic platforms enable quick showed that only a quarter of research and stir.” Automation-driven integra- and dynamic sample sourcing and fl ex- participants were satisfi ed with their tions that improve sampling speed ible technology that powers new meth- experiences. How can sample suppliers and enable better targeting and more ods and research techniques without expect good data when they knowingly effi cient quota management, while at compromising quality. mistreat the people who are giving the same time decreasing costs and Nimble use of programmatic sam- them that data? For an industry that improving productivity, are only the pling has clear benefi ts. At its heart strives to explain and predict consumer beginning. Programmatic techniques are the speed and cost savings that the behavior, this is deliriously irrespon- can open the doors to real-time sam- industry demands, while automation sible. Programmatic techniques can pling and enable the collection of deep and machine learning hold promise for indeed mitigate the myriad of regular- profi ling data while providing for even greater dependability and reach. But ly-occurring problems – from soul- better fraud recognition and checks on the biggest advantage – and the biggest crushing router bouncing to avoidable response quality. We are not far from takeaway for sample providers – is that overquotas and terminations (“sorry, witnessing massive improvements in technology can meaningfully improve but after answering 20 questions, machine-driven fi eld monitoring and respondent engagement. We can no we’ve found out you’re not qualifi ed”) proactive error-correction, as well as longer ignore or defer this responsibil- to harrowing survey designs. But this pricing and feasibility. Programmatic ity. Programmatic techniques give us can only happen if the commitment to opens vast possibilities for greater the tools to provide more accurate and the respondent experience is built into reliability, effi ciency, global reach and reliable data – and we should do so. the platform. A good place to start is by feasibility and dependability. www.p2sample.com letting respondents push bad surveys Demand agility, not speed: In the [email protected] out-of-fi eld. Machines that employ “self race to adapt to new business condi- 404-446-2720
24 Quirk’s Marketing Research Review // January 2018 www.quirks.com SPONSORED CONTENT
Respondent engagement best practices
he problem of declining cooperation Trates is a concern for many in our industry, as evidenced by the multiple mentions of it from researchers who participated in the 2017 edition of Quirk’s annual survey of corporate researchers and by comments from presenters and attendees at industry conferences. Re- spondents are the lifeblood of marketing research and while questionnaire best practices are commonly shared across the industry, comparatively little has been written about best practices for sampling as it relates to respondent engagement. Below are some of our top tips, off ered with the goal of making 2018 the year we stem the tide of declining cooperation.
Limit “router bouncing” One of the worst implementations of sampling automation is the endless router bounce. This is a function of two main problems. One is poor technology integration that prohibits the seamless Don’t sacrifi ce QA for speed duced bias that might require exclusion sharing of even limited profi le data. The Do not cut corners under the premise of certain questions in the fi nal results. second is supplier greed where, like last that the survey is only a “quick read” and season’s fashions on a clearance rack, therefore can be sped into fi eld. Would Communicate clearly and concisely vendors send participants from router you be happy if respondents only paid Unclear and misleading communication to router in search of qualifi cation. The scant attention under that same premise? creates frustration and disappointment. combination creates a terrible experience Run the same checks for comprehension, Explain why you terminate people. Be for the respondent where they are passed logic and execution. A “soft launch” of the honest about study length and don’t from Web site to Web site and are re- survey, e.g., launching to a fraction of the lowball your estimate. Not only can this asked over and over to provide their age, entire sample, is always good practice. impact the quality of responses, it also sex and other basic characteristics. reduces the respondent’s likelihood of Pay close attention to dropout rates participating in future studies. Qualify quickly The rate at which people abandon a study Qualify or disqualify respondents as is a direct indication of the quality of Ask your suppliers for proof quickly as possible and never in the the responses you will receive. Drop- Get beyond marketing literature and ask middle or end of the survey. Respon- outs are the researcher’s fault, not the sample and panel providers for proof of dents are uniformly frustrated after respondent’s. Moreover, a person who has their commitment to respondent experi- spending several minutes in a survey abandoned a survey is twice as likely to ences. Get test links and try the experi- only to fi nd themselves terminated, stop taking surveys altogether. Analyze ence yourself. These are not diffi cult whatever the reason. This has a negative dropouts question by question (and steps and they could mean the diff erence eff ect on their overall attitude toward across sample providers) to fi nd the prob- between great insights and a big mistake. surveys and can impact quality on the lems while taking open-end feedback into www.p2sample.com very next survey they attempt. account. Don’t discount the possibility [email protected] that a bad survey setup could have intro- 404-446-2720 www.quirks.com January 2018 // Quirk’s Marketing Research Review 25 SPONSORED CONTENT
PANEL OUTLOOK RESEARCH
Taking our seat at the table
How to succeed in the future of market research
MATT GAFFNEY
CEO AND FOUNDER, BRANDED RESEARCH INC.
’ve been asked to address the changes Iand challenges (and opportunities) that lie ahead for the panel research and online sampling industries. The insights industry has been experienc- ing a long overdue shake up over the of respondent data, stand squarely at the far removed from the brand and agency last few years. So where does this leave front of the market research queue. No conversations which eventually lead to us panel researchers and sample col- doubt a winding and twisting process our assignments. There are, of course, lectors? These are big questions, so I that will ultimately result in some very many reasons for this. And many of us turned to our dear old friend Confucius, signifi cant decision-making by our are more than satisfi ed with this safe who gave us – among his many kernels clients. Products and services decisions distance. But for the data-conscious, of wisdom – this particular one: “If become solidifi ed. Millions of dollars are this is a fundamental issue that we are you wish to defi ne the future, one must set in motion the world around. collectively going to need to solve. study the past.” As you might imagine, The segmenting. The trend-spot- this is a highly introspective exercise. ting. The predictive analysis. This all We know our past, so how do we And one that forces some existential happens after we collect the precious move forward into the future? questions about our industry. Who are data that goes into the MR soup. This The fact of the matter is that research we as panel researchers? What is our is inarguably critical. In the current takes collaboration. Panel researchers role in market research? climate, however, the panel and sample and sample providers need to move The answers lie in our ability to reac- providers seem to be largely on the out- across the market research aisle and take quaint ourselves with our core asset – the side looking in, a full arm’s length from our rightful place at the table. We should data itself. We, as the primary collectors the rest of the soup-making. Much too be engaging in frontline conversations
26 Quirk’s Marketing Research Review // January 2018 www.quirks.com SPONSORED CONTENT
about sample methodologies driven by the capabilities and programming practices. of our mobile phones. We should resist the idea that We’re also employing big our sample just shows up back data solutions like col- at the agency without much lecting passive behavioral fanfare regarding its origins. data on our panelists. And so should our agency and And we’re sourcing those client partners. panelists from social net- In order to collaborate works that provide rich eff ectively and transparently, data profi les and fusing the need for signifi cantly quantitative methods like increased dialogue across the video and image capture. buyer-supplier chain will be The market research paramount. Do you have a industry, on the whole, is compelling story about how facing intense pressures you sample? How you recruit to become more agile, and develop audiences? Are to keep up with the de- you truly answering the mands of a society whose “who” question? If so, you attitudes and behaviors should be yearning to share change at incredible those stories. By doing so, speed. Remember spring/ we’ll be normalizing both the summer and fall/winter expectations and the econom- seasons in the fashion ics of our sample and, at the world? Cheap fashion same time, properly address- companies like H&M ing the equally fundamental introduce new looks issues associated with the weekly and rely on near respondent experience. real-time insight data Separately but equally as important, silver-bullet quantitative solution. This to do so. As panel and sample com- sample should not be entirely a commod- was a fl awed notion to begin with. panies leveraging numerous, highly ity business. Sample as a commodity, All things considered, however, I’m eff ective mobile methodologies, we’re with few exceptions, will undoubtedly bullish on the future and the opportuni- well-equipped to do our part to deliver present itself as compromised data. ties that lie ahead. What were premature- quick, quality-fi rst data. In addition, Expectations in this current climate are ly and largely ill-considered as threats, the adoption of API solutions has sig- unrealistic and we’re delivering far from scary terms like “big data” have only nifi cantly increased the effi ciencies in an achieved product as a result. Expect- shifted the makeup of the overall market how we can deliver this data. edly though, not many are quick to point research pie (what I deem to include sur- Healthy business environments tend this out. Panel agencies, boutique panel veys, qualitative, big data and social). to present unique challenges along with companies, affi liate and publishing There is simply more synthesis unique and exciting opportunities. And groups, arbitrage outfi ts – all have done across the channels. More blended sci- I fi rmly believe that’s what we have in exceedingly well in this environment. ence. As a result, our duties as primary front of us. To be sure, at the core of all But things are beginning to feel a little data collectors are becoming more of it remains the little gold nugget – bit diff erent. And that’s a good thing! broad, more nuanced. We have more the data. Let’s use our past to defi ne our The macro forces at play – most roles to play. Now there’s opportunity. future. Let’s make data front and cen- notably mobile and the demands of Surveys, albeit optimized for ter. Let’s tell our data stories and close agile research – are putting diff erent today’s environment, still have their the gap that exists between sample pressures on how data can and should place. There will always be questions providers and the market research be collected. The data-fi rst panel re- we simply can’t fi nd the answers to in world at-large. searcher is primed to take advantage of preexisting data sets. They are certainly gobranded.com these shifts. We’re moving past a stan- changing though, morphing into quali- [email protected] dard survey online methodology as the tative and quantitative mechanisms 888-848-2525 www.quirks.com January 2018 // Quirk’s Marketing Research Review 27 SPONSORED CONTENT
RECRUITING OUTLOOK
Recruiting: looking to the past to determine marketing research’s future
Understanding past recruiting practices for a successful future
CHELLE PRECHT
PRESIDENT/ OWNER, COMPLETE RESEARCH CONNECTION
t is a scary time for marketing Iresearch, in my opinion. As market- ing researchers, we are off ering infor- mation that shapes the world and our future. Data obtained from respondents during research is used by companies to formulate crucial business decisions, create new products, etc. Given the stakes involved in our data collection, we must examine the history in order to assess and learn from previous quality measures and standards set forth by industry leaders. It stands to reason that if we don’t apply the best guidelines to data collection, then we’re contribut- ing to the demise of our own industry. Garbage in, garbage out, right? Over the past 60+ years, literally Marketing Research Standards (October will, frankly, allow us to actually have hundreds of codes of conduct, guide- 2013): “Accurate data can be obtained a future for the marketing research lines, articles and posts about quality only when all parties to the research industry. recruiting practices have been written. process are committed to quality.” Jay Zaltzman, president of the What they all have in common is the There are right ways to recruit and Qualitative Research Consultants As- basic conviction that it is imperative there are wrong ways to recruit. How sociation (QRCA) says, “As qualitative for care to be taken by those who are the respondent is identifi ed and uti- researchers, we tend to focus on how to responsible for obtaining respon- lized is of utmost importance. Looking be most eff ective while we’re interact- dents. Summarized by a line from the to the past and the essential standards ing with participants. But all of our Marketing Research Association’s (now set forth by industry leaders for iden- work is based on the assumption that the Insights Association) MRA Code of tifying qualifi ed respondents is what participants really are who they say
28 Quirk’s Marketing Research Review // January 2018 www.quirks.com SPONSORED CONTENT
they are. We need great recruiters to for project names. If a study is called participated more than twice in a year make sure we can all do a great job. the “laundry pod study,” how many and has an overall lifetime maximum Of course, we can write screeners that respondents are going to say they don’t of 10 projects. don’t give away what we’re looking for use laundry pods when asked that ques- Speak with potential respondents on but we need to make sure recruiting tion on the screener? We use project the phone or via video chat (vs. recruit- staff actually follow those screeners numbers and study names that aren’t ed and/or confi rmed solely online). and don’t tip off potential respondents related to the topic for security. While it is faster, easier and cheaper about which answers will enable them Have a thorough, non-leading and to recruit using online methods only, to qualify for a study. this doesn’t mean it Qualitative researchers is a quality way of are well aware of the Looking to the past and the essential recruiting. Plus, if you risk that bad recruit- aren’t talking with ing poses, so when we standards set forth by industry leaders the respondent, how fi nd a great recruiter, do you know if they we stick with them and for identify ing qualifi ed respondents is are articulate or not? tell all our colleagues. CRC’s policy is to speak So great recruiting re- with respondents ally is a win-win!” what will, frankly, allow us to actually twice before they Naomi Henderson, come to the research founder and CEO of have a future for the marketing session; once during RIVA agrees, “Regard- screening to ask the less of the type of research industry. full screener and once qualitative research during the confi rma- event it is important —Chelle Precht tion process. to have the ‘right re- Re-screen during spondent’ in front of a the confi rmation and moderator and that moderator needs to well-thought-out screener. (Remem- check-in processes. This is another ask the right questions.” (But discussion ber, recruiters are to read a screener potential way of catching someone who about moderating’s impact on research verbatim so as not to lead respondents, wasn’t telling the truth about their is another article to be written). therefore, well-written questions qualifying behavior. So, what steps need to be taken to are imperative.) The class I took on We monitor show rates. Higher- recruit the right respondent and ensure screener development years ago at the than-average show rates (avg. = 80-90 that quality data is being collected? Burke Institute taught details that percent) can be a sign of a recruiting Jim Berling, managing director of are still relevant to quality screener- issue. Based on my experience, “profes- the Burke Institute says, “All too often writing today. An example is: Caution sional” (money-focused/not necessarily we don’t spend enough time to deter- must be used for qualifying behavior qualifi ed) respondents are more likely mine who we should really be talking that includes timing (such as past three to show than are standard participants with, especially when it comes to B2B weeks usage) because the respondent (who have life situations that pop up, research or hard-to-reach B2C customers. may have qualifi ed when originally causing them to cancel or not show). Spend the time upfront to determine screened and then two weeks later may What’s the bottom line? We must who you really need to talk with and be not qualify at confi rmation (plus, if take it upon ourselves to ensure that ev- prepared to accept the premise that the they haven’t used the product in over eryone is trained in not only what good person actually making the purchase fi ve weeks, they may not have enough recruiting standards are but also how may not be the decision maker.” recollection of usage to have a produc- to follow them to ensure a future for While there are a plethora of rules tive discussion). the research industry! Contact Chelle and regulations to be followed when Ensure respondents recruited are at Complete Research Connection if you recruiting, the most important from reviewed in the database for their past have questions or would like to discuss my perspective – and the practices that participation (not everyone can remem- the topic further. CRC insists upon when recruiting – are ber the exact date of the last time they www.crcmr.com the following: participated). Additionally, CRC ensures [email protected] Do not use the topic or client name that a potential respondent hasn’t 614-220-4120 www.quirks.com January 2018 // Quirk’s Marketing Research Review 29 SPONSORED CONTENT
AGILE RESEARCH OUTLOOK
Insights on Demand will transform market research in 2018 and beyond We’ve hit an infl ection point in the market research industry, one that needs to be addressed by an entirely new solution
FREDERIC-CHARLES PETIT
CEO AND FOUNDER, TOLUNA
he old way of conducting market Tresearch is no longer viable in today’s world where marketing and advertising professionals need to ex- ecute campaigns at 10 times the speed they were done in the past. We see the need not simply for the incremen- tal improvement of market research or data collection but a new way of obtaining insight. Enter an entirely new business practice: Insights on Demand™. This democratized vision for market research makes insights in the marketplace. They expect brands relevant messages from their favorite into consumer intent accessible and to deliver personally-tailored content, brands. achievable for all business profession- products and services in real-time and Many of today’s consumers also als in companies of all sizes. on-demand. These “always on” consum- increasingly engage with brands ers use mobile devices equipped with a across multiple channels and devices Why change? Consumers have wide range of tools that empower them – from smartphones to tablets to Today’s consumers are more savvy than to defl ect or reject irrelevant content laptops – to shop and make purchas- ever about the choices available to them and opt-in to receive only the most ing decisions. When brands attempt
30 Quirk’s Marketing Research Review // January 2018 www.quirks.com SPONSORED CONTENT
to grab the attention and dollars of meantime seek new ways to obtain Insights on Demand is a new, multitasking consumers by deliver- dynamic insights and move past the transformational market category, ing the right content, speed and old way of static, rearview-focused based on business needs for fully in- accuracy are critical. market research data. tegrated approaches to understand- Today’s marketers who can stay Incremental improvements in ing constantly-shifting consumer one step ahead of consumer demands market research and data collection sentiment and taste. Insights on De- stand to gain a significant competi- have in many cases become insuffi- mand promotes the tight integration tive advantage. But the only way to cient to address these realities, which between technology and companies achieve that edge is by having access now demand an entirely new way of to provide real-time insights to or- to real-time consumer insights that obtaining consumer insight. ganizations – no matter their size or accurately reflect these new realities, Based on our prediction of what’s timeliness of need. At the core, the provide a complete picture of consum- coming and my continued sense market research industry faces chal- er sentiment and are driven by cost- that the market research industry lenges adapting to this new world effective technology that automates is ultimately to be democratized, order. It’s not just about adopting the delivery of those insights to speed we’ve taken a leadership position by technology – the need is deeper. up the decision-making process. Addi- creating a new market category called Insights on Demand is not just tionally, today’s speed of information Insights on Demand. going to be bigger than market re- creates constant and rapid shifts in search because it’s better. It will be consumer sentiment. Enter the aforementioned bigger than market research because infl ection point – Insights on it’s broader. It can be scary and dif- Brands have changed too Demand is born ficult to change but when you are Agile and innovative companies of Today’s businesses need access to part of an industry that is being all sizes – not just giants like Face- insights that are deep and dynamic, disrupted, transformation is the book, Apple, Amazon, Netflix and always available and tuned into con- only solution. Google – will continue to find new stantly-changing market sentiment. www.toluna-group.com ways of providing real-time, on-de- So where does it leave those of us in [email protected] mand value to consumers and in the the market research industry? 203-834-8585 www.quirks.com January 2018 // Quirk’s Marketing Research Review 31 SPONSORED CONTENT
ONLINE OUTLOOK QUALITATIVE
May the force be with you
Transformational forces driving research technology development
ZLATKO VUCETIC
PRESIDENT, FOCUSVISION
n the mod- “Iern world we have invented ways of speeding up invention, and people’s lives change so fast that a person born into one kind of world grows up in another, and by the time his children are growing up, lives in still a diff erent world.” - Margaret Mead
I love this quote because it remains relevant after 30 years. When I speak with my team at FocusVision about the state of the digital qualitative industry, one word continually comes up: trans- formation. Digital qualitative research platforms evolve – and quickly. on how we engage participants. Today’s is a powerful tool. It gives research- younger generations have extremely ers the ability to constantly zoom in Forces of digital qualitative high expectations for technology in both and out and engage with participants transformation form and function. Research technology in ways that provide rich and unique When thinking about the next level – features like mobile data collection and insights. However, this method of the 2.0 of digital qualitative research offl ine modes are no longer value-add research has been slow to transform be- – three universal forces of transforma- benefi ts but required table stakes. cause the data collected varies greatly: tion will be at work: Shifts in economic power: The free text, images, video, etc. Technological breakthroughs: Chat markets are all interconnected. Rises in Contrast that with what we see now: bots, machine learning and computer power and growth in the western world bots and artifi cial intelligence, with ac- vision all create exciting analysis op- require attention from brands and re- curacy and algorithms complex enough portunities for the types of engage- searchers alike in order to stay relevant. to handle vast amounts of digital quali- ments that regularly occur in digital tative data. The emergence of such is a qualitative research. Clarifying the co-existence of AI and truly transformative force, which will Demographic changes: Our popula- digital qual demand that all research technology tion is shifting, which has implications Terms like artifi cial intelligence have
32 Quirk’s Marketing Research Review // January 2018 www.quirks.com SPONSORED CONTENT
become overused, misused and even devalued. In fact, the value that AI brings to digital qualitative research is quite unclear. This is in part because qualitative research inherently answers the “why” of a given challenge. And understanding the “why” is not one of AI’s strong suits. For example, deep neural networks (DNN) are a subset of machine learning in AI. They are capable of unsupervised learning us- ing unstructured or unlabeled data. However, DNNs have no way to explain the output of their data analysis to humans; only through technology. In short, they cannot explain the “why.” This is important as we enter a period when the complex data types collected through digital qualitative research will use DNN algorithms. This example doesn’t discount the integrated approach to research ing, Ph.D., the group has deep expertise fascinating developments being made technology addresses this with both in research design and execution. They in AI. It is just a challenge to be ad- qualitative and quantitative solutions. are also highly experienced in technol- dressed. These developments and their For instance, our Revelation and FV ogy, operations and marketing. This related challenges will truly transform Decipher platforms have been designed enables them to connect with our cli- our industry and we must clarify the from the ground up for mobile usability ents and internal teams alike to drive path to co-existence. FocusVision has and capture exciting in-the-moment innovation and transformation. already begun doing so. insights. When coupled with analysis tools like FV Video Insights, research- FocusVision: Intelligently moving Adapting to the now culture ers can quickly collect and evaluate forward Invoking a classic Queen song, today’s authentic consumer data. This holistic Transformation is complex. We are now culture wants it all and they want it approach ensures that all research data in a period where new technologies like now. And, thanks to omnipresent mobile lives within a single, secure source. AI are breaking old benchmarks and technology, people can have it all right creating new ones. As elements of AI, now. A wealth of information is imme- Empowering the full stack professional business/consumer culture and market diately available to consumers via their The immediate, mobile nature of research converge, our industry must mobile devices. In turn, they yield a vast today’s research environment also react. FocusVision is poised to lead amount of data at a near-constant pace. requires a Swiss army knife approach this charge. We have reimagined how Savvy consumers understand the trea- to execution. Researchers must be we do business and how we empower sure trove of personal data they produce able to operate in diff erent arenas and researchers. We have rethought our and are highly sensitive about privacy. understand multiple methodologies. I entire suite of qualitative and quanti- This challenges researchers to rethink refer to this as the full stack researcher. tative solutions to better address the methodologies to accommodate both im- These individuals are well-versed in a needs of our customers, technological mediacy and data security while work- combination of business, research and advances and a “gotta have it now” mo- ing faster than ever to deliver results. technology methods and strategies. bile mentality. We are poised to partner The beauty of digital qualitative They are “uber generalists” with the with research teams of all levels as our research is its asynchronous nature. knowledge and skill to drill down into industry evolves. I look forward to shar- Things don’t need to happen in paral- specifi c areas when needed. ing these developments with you. lel. This helps researchers pivot and At FocusVision, this idea is embod- FocusVision.com adapt to constantly-moving cultural ied by our research strategy team. Their [email protected] and business demands. FocusVision’s role is fl uid by design. Led by Zoe Dowl- 844-712-6777 www.quirks.com January 2018 // Quirk’s Marketing Research Review 33 SPONSORED CONTENT
PASSIVE METERING/ OUTLOOK BEHAVIORAL DATA
Passive metering – You don’t know what you don’t know
The author discusses how brands can understand consumers' online behavior captures how JACQUELINE consumers move ROSALES across the digital world, allowing COO, brands to keep SOAPBOXSAMPLE up by tracking their customers’ oogle now pro- digital journeys Gcesses, on av- in real-time. erage, over 40,000 Adopting a search queries passive meter- every second. This translates to over ing strategy is 3.5 billion searches per day and 1.2 not without trillion searches per year worldwide. challenges. The The way people engage with brands challenges range and online content is constantly evolv- from technology ing. No single day of digital behavior implementation is the same as another. If I want to and respondent learn about the newest fi tness gadget, adoption to understanding the data. crucial for brands to really understand I search it online. By the next day, I There are oceans of it and it is totally their customers. The opportunities may be over fi tness and want to know unstructured. Despite these challenges, for connecting digital behavioral data how to convert my home to a “smart” more and more clients are diving in and with traditional survey data, third- home, so I look it up. Later that same having success fi nding those nuggets party data or even longitudinal data afternoon, I may want a new refrigera- of “data gold” they would never have available through other innovative tor that can build me a shopping list. uncovered with surveys alone. Brands research approaches such as insight Or I may just want to buy something need to start somewhere and rather communities, translates to in-depth, mundane like shampoo (you know than trying to uncover the Holy Grail of actionable insights brands need. the kind that makes my hair that cool all that passive metering can do, simply We keep hearing passive meter- silver-purple color) so I simply look it looking for trends in the data at a high ing is coming as the next big thing in up on Amazon and click “buy now.” If level can deliver those unexpected “aha research. Truth is, it is already here. brands want to stay competitive, they moments” brands want. It has been here for years. I encourage need to able to keep up with radical, Keep in mind, consumers are com- researchers to stop overcomplicating fast-paced changes in consumer online plex. Passive metering is a super-eff ec- it. Take the risk of not knowing every- behavior. tive starting point to understand what thing in advance, fi nd great clients to Brands have a great appetite for people are doing without disrupting experiment with and dive in. Remem- understanding how people behave and or infl uencing their behavior. How- ber, you don’t know what you don’t make decisions online. They need to ever, there is no one simple research know until you know it. understand their customers’ purchase formula or methodology that is all- SoapBoxSample.com infl uencers beyond demographic and knowing. Blending methodologies [email protected] attitudinal data; passive tracking data has been – and will continue to be – 855-SOAPBOX
34 Quirk’s Marketing Research Review // January 2018 www.quirks.com YOU DON’T KNOW WHAT YOU DON’T KNOW
Visited Read reviews on fueleconomy.gov Edmunds.com
Female, 29
Googled “best fuel Watched video on efficient car” Advertiser toyota.com/camry-features
Googled “SUVs with best Visited nav systems” keyeslexus.com
Read about infotainment systems on cars.usnews.com
Watched slideshow Audi vs. Lexus on cars.usnews.com Male, 46 Go Beyond Asking With Passive Metering Research
Websites Visited on PC, Timestamp and Length Search Terms Mobile App Usage Mobile and Tablet of Website Visits
MySoapBox Meter tracks consumers’ step-by-step interactions as they move across the digital world. Build a detailed roadmap of the path to purchase without disrupting the process.
Want to Know? Contact Us. Part of the ISA Family of Companies www.soapboxsample.com [email protected] SPONSORED CONTENT
CUSTOMER OUTLOOK SATISFACTION
From customer satisfaction to customer response: A new feedback model
10 things to consider when building a customer response system
ROBERT WALKER
CEO AND FOUNDER, SURVEYS & FORECASTS LLC
f you work in Imarketing man- agement or marketing research you are no doubt familiar with customer satisfaction (CS) programs. Some CS programs, created in the hope of help- ing businesses become more customer- centric, fail to deliver against this noble objective. As a result, the concept of customer satisfaction has reached an infl ection point. As an industry, we must move away from rote “report card” thinking greatest chances of success. A company sible customer touchpoints needs to be to nimble feedback systems that support must be invested in a never-ending made across the organization. Decisions real-time response and intervention. journey to improve its products and must then be made about what char- Some companies have already pivoted to services to the benefi t of the end-cus- acteristics need to be evaluated. As the this new reality; most have not and risk tomer. Management must truly believe number of discrete touchpoints in- being left behind. Let’s recast our ap- that feedback, collected in a rigorous creases, fewer questions should be asked proach to one of rapid response based on way, is no less important than sales per point. The customer will be asked a customer response system or CRS. or profi ts. Do not start a CRS program for feedback at multiple points in the Below are 10 areas to consider before for the purpose of sloganeering, being delivery chain; we do not want to create building a customer response system. If self-congratulatory or for reprimanding an excessive burden. you already have a customer satisfaction departments or teams. Customer re- program in place, consider these ideas to sponsiveness must be based on continu- 3. Link measures to processes compare and improve the eff ectiveness ous improvement principles and pushed Broad measures are generally unusable of your company’s program. deeply into a company’s culture to feed for decision-making because they fail to growth and innovation. provide the linkage between a problem 1. Management buy-in and the process that created it. Your CRS programs that have the endorse- 2. Key touchpoints CRS program’s goal should be to provide ment of senior management have the A comprehensive assessment of all pos- granular feedback to help improve the
36 Quirk’s Marketing Research Review // January 2018 www.quirks.com SPONSORED CONTENT
overall system. In every case, we should must be obtained at multiple touchpoints, 9. Emphasize light users and new be asking, “How will we use data from yet by minimizing the number of ques- customers this question?” Make your question tions per interaction, we have a higher Pay special attention to light buyers wording, attribute lists and rating scales probability of obtaining high-quality data and new customers when analyzing CRS precise to avoid misinterpretation (i.e., and less nonresponse bias. data. Most measures are aff ected more strive for validity and reliability). by changes in penetration (new or light- 7. Append transactional data er buyers) than by loyal customers. It’s a 4. Minimize feedback time lag Do not ask customers questions that you numbers game: Successful brands with Strive for immediate feedback when- already have on fi le in a data warehouse. higher share have broader appeal and ever possible after every transaction or CRS programs should append descriptive a larger customer base. Attracting new consumer touchpoint. In psychological and longitudinal data to the customer customers to your brand is also likely to experiments, memory decay occurs in record. This adds an enormous amount be more cost-eff ective than investing in minutes yet many customer satisfaction of power to your analysis. Also, consider strategies focused on increasing loyalty. programs assume that the customer 10. Reporting carries around a As an industry, we must move away CRS data is diff erent fresh recollection from measures such as of the experience sales, brand awareness days or weeks from rote “report card” thinking to or attributes. While later. Humans have many visualization and notoriously foggy nimble feedback systems that support dashboard tools abound, memories, especially their appropriateness for in categories that real-time response and intervention. CRS data must be thought have little emotional through. You will involvement. —Robert Walker typically be interviewing only your customers. As 5. Strike a balance such, you are only seeing Every company must fi nd the optimal reverse-populating your data warehouse a single slice of your market. Aggregate- balance between respondent burden or CRM system with survey informa- level reporting may lull a company into and actionability. Single measures are tion to determine, at the individual a false sense of security by masking out- generally insuffi cient to provide the respondent level, whether satisfaction liers. Very large exceptions are needed to guidance needed. A person’s “willing- is improving over time. This helps avoid trigger company-level alerts when using ness to recommend” is an abstraction the variance inherent in multiple time tools such as control charts. Consider re- and inappropriate in most categories. periods and independent samples. porting the number of alerts by discrete Rather, consider measures that focus category for both accuracy and impact. on areas for improvement. A scale 8. Issue immediate alerts and such as “Needs no improvement” to promote recontact Summary “Needs signifi cant improvement” Whether you are using a DIY survey Programs that assess customer satisfac- helps management prioritize areas tool or an enterprise-wide platform, tion are giving way to nimble customer in need of attention. Be willing to use alerts and triggers to rectify response systems that go beyond high- experiment in your category. problems. If, for example, you run a level report cards and abstract measures. food supply company and obtain low These systems capture feedback on 6. Link touchpoint measures ratings on lettuce, create an alert to specifi c characteristics linked to discrete Look longitudinally and link data points notify the produce manager. Alerts processes and generate immediate alerts together using a customer’s unique ID. give you an opportunity to pick up the to appropriate team members to foster Multiple touchpoints exist: browsing an phone and call the customer – and in near-instant intervention. Consider online store, the ordering or selection so doing, forge even stronger bonds these concepts as you build an eff ective process, fi lling a shopping cart, checking with customers. Alerts also support CRS at your own company. out and (assuming it is shipped) receipt the customer service function, which www.safl lc.com of an item. The customer also needs time typically handles complaints. rww@safl lc.com to fully experience the product. Feedback 203-255-0505 www.quirks.com January 2018 // Quirk’s Marketing Research Review 37 SPONSORED CONTENT
QUALITATIVE OUTLOOK RESEARCH
Qualitative isn’t dead
How qualitative research will adapt to survive and stay relevant quires both empathetic and analytical must have tablets, so with the click of MARISA L. POPE minds to collaborate; no easy task but an icon clients can get copies, order OWNER, JACKSON one organizations will have to master. meals or even request a coff ee run. RESEARCH And let’s face it, these studies are The days of searching for a hostess are expensive. But research buyers are gone, thanks to technology. discovering that one such project can ualitative was off er the insights of multiple individ- Sexy or sustainable Qsupposed to ual attempts (in less time) to gain the But technology hasn’t always panned be dead by now. So same level of understanding. out as expected. According to the 2017 why isn’t it? Q1-2 edition of the GRIT Report, only There are Four walls and a mirror one-in-10 research buyers indicated mountains of Researchers won’t be the only ones their real-world projects compared behavioral data at our fi ngertips that asked to transform. Many facilities, “very well” to their ideal project. tell us what people are doing, when too, may have to undergo a make- One could speculate this is due to and with whom they’re doing it. over. It won’t be enough to have four an almost universal attempt to off er It’s simple. We need to know WHY. walls and a mirror; even the living “sexier” alternatives to traditional Why they chose that place, with those room setup is practically passé. No, research. However, as shown in the people, at that time of day. Without facilities will have to become more 2016 edition of this same publication, the “why” we can’t do much about adaptable, with creative, inspiring many of the methods touted as the their behavior except watch it. décor custom-built for the solution at “future of marketing research” just I’m not going to bore you with all hand – such as pubs, hospital rooms a few scant years ago had already the other reasons why qualitative is and even backyards – if we want to stabilized, rather than showing signs living past its predicted expiration stay relevant. of increased adoption. date. What’s important is the future of As Steve Kantscheidt, CEO of In fact, the data showed social qualitative and how that future will research insights consultancy THREE media analytics, virtual reality and aff ect the industry. How will research- says, “We need to be creative in meet- biometrics were fl at over a two-year ers have to adapt? What will facilities ing people on their own terms, in period. Why? look like? And how will research buy- comfortable environments, foster- There are many possible rea- ers use it moving forward? These are ing creative thinking and storytell- sons: expense, technical expertise, the questions we all have to answer if ing. There’s a myriad of ways to do appropriate venue. But in the end, we want to maintain relevance. that but the key is to think of every I believe it’s because human connec- project as an individual puzzle and tions still matter. Even the younger Adapt or die identify the unique solution that audiences, raised in a virtual world, The real diff erence between qualita- meets the unique questions.” with virtual friends and virtual tive and quantitative is the emotive Customizable facilities like Jackson playgrounds, enjoy coming together substance baked into the very core of Research will be in high demand as in face-to-face discussion groups. most qualitative methods. Recently clients search for agencies capable of Rather than replace, researchers are there’s been a resurgence of mixed creating unique spaces in controlled integrating methods such as research methods, including both, as research- environments. Instant Access® is gamification, online communities ers seek to get a “twofer.” This re- also expected in facilities; now we and mobile qualitative into tradi-
38 Quirk’s Marketing Research Review // January 2018 www.quirks.com SPONSORED CONTENT
tional study designs. Perhaps because 1.8 million results. Consider sites from an engaged participant. One as stand-alone methods these meth- such as www.focusgroupmagic.com or day, technology might offer us one (a ods still lack the depth required? www.takesurveysforcash.com, both Vulcanesque mind meld perhaps?) but encouraging registration for as many probably not in my lifetime. The end game groups as possible. Indeed, the most In their attempt to minimize project unscrupulous panelists have mastered In the end, it’s conversation costs many corporations are opening the art of manipulation, making the Observation, awareness, social con- autonomous facilities only to fi nd the use of photo ID meaningless. Tying structs and psychology combine in biggest expense is in building and encrypted participant data to a single perfect harmony to off er research maintaining a quality panel. Not only profi le, while daunting, is a mission buyers a glimpse of the participants’ does the panel require constant atten- Jackson has undertaken to prevent worlds. And while technological tion but facilities spend valuable time this type of fraud and will eventually advances such as the Internet and and resources trying to weed out pro- become industry standard. streaming have opened up new path- fessional respondents; undoubtedly Qualitative research is here to ways of communication, none has the greatest threat to qualitative. stay. And while many consider it surpassed good old-fashioned conver- The average consumer isn’t as aver- antiquated, we haven’t discovered sation for gaining insight. age as they used to be; search “paid a superior method for gaining the www.jacksonresearch.com focus groups” and you will fi nd almost insight a skilled practitioner can get 770-394-8700 www.quirks.com January 2018 // Quirk’s Marketing Research Review 39 SPONSORED CONTENT
MYSTERY OUTLOOK SHOPPING
Mystery shopping in an omnichannel world
From a targeted methodology to a widely-used omnichannel tool Peak-performing omnichannel mys- tion of your brand, how your brand is JEFF HALL tery shopping programs measure and mentioned/positioned among alterna- FOUNDER AND report on a host of key distinct touch- tives and whether it is portrayed in a PRESIDENT, points within the context and lens of a positive manner. SECOND TO NONE fully integrated journey map:
Omnichannel mystery ystery shop- Mping as a shopping | The channels research method- ology continues to stand the test of time and for good reason: Properly-designed programs de- liver corporate-side stakeholders with line-of-sight analytics across their orga- nizational hierarchy in near real time with the ability to prioritize resources Online for improving customer experience E-commerce delivery with pinpoint accuracy. Key metrics to monitor include site While mystery shopping has most access and rendering across device often been applied in a targeted or siloed types, ease of site navigation, ability to manner and focused on the operational locate products, evaluating the path- execution in select customer channels, On-site to-purchase, ease of checkout, order Second To None views 2018 as the year Owned sites confi rmation, out-of-stocks, time or this research methodology becomes Mystery shopping is exceptionally good days elapsed until delivery, condition widely adopted as an omnichannel stra- at measuring site-level ability to de- of package upon delivery and ease of tegic tool within the domain of customer liver along key operational standards, returning/exchanging product via ship- journey mapping as brands recognize the including location cleanliness, appear- ping or in-store. A common iteration need to design a journey map and build ance, customer greeting, staff helpful- of e-commerce mystery shopping is the out an enterprise-level solution to evalu- ness, speed of service, adherence to execution of a BOPIS measurement pro- ate all phases of the customer experience. protocols, product/merchandise knowl- gram – the full cycle of buying online Broad consumer adoption and edge, asking for the sale and thanking and picking up in-store. increasing preferences for e-commerce, the customer, among others. online customer interactions and Messaging apps, chat, e-mail digital communications have created an Partner/franchise sites Brand-driven digital communications unprecedented shift in consumer expec- In addition to measures typically through mobile apps, online chat and tations – one in which our experiences important to owned sites, partner or e-mail are fertile ground for extracting with a brand should be met equally franchise locations can be assessed customer experience insights through well whether in-person, online or over on compliance to signage, marketing, mystery shopping. As more brands the phone. pricing, displays, associate percep- adopt direct-to-consumer strategies
40 Quirk’s Marketing Research Review // January 2018 www.quirks.com SPONSORED CONTENT
for nurturing highly personalized continually improve the omnichan- allows stakeholders across the orga- customer relationships, companies nel customer experience often face nizational hierarchy to understand overlooking this channel as part of headwinds early on in attempting to the story in the data, communicating their mystery shopping strategy may internally identify who owns the cus- priorities in real-time, affect positive easily put brand equity at risk. tomer experience at each touchpoint, change and continually enhance the where the CX ownership handoffs customer experience. exist, then arriving at agreement Insights are verifi able and robust around the priorities and standards as each shopper completes multiple of measurement. Navigating through shops throughout their journey across this requires CX champions from the each channel touchpoint. The shopper- highest level of the organization, research provider rapport is much like with an ability to advocate, articu- that of a customer community, where- late and champion cross-channel in these shoppers participate over a mystery shopping in a manner that longer time span and throughout a can cascade downward and through- detailed set of interaction scenarios. out the organization. Progressive mystery shopping As with brand-side operational ex- organizations will also be able to On the phone ecution, the design of mystery shopping assist with your customer surveys Contact center programs across disparate channels and as well. This simplifies the steps Customer interactions with contact customer touchpoints demands diligent needed to create a 360-degree view of centers often represent prime oppor- planning and a research partner with your customer experience gathered tunities to strengthen the customer the seasoned leadership, nimble project via marketing surveys, operational relationship through agent ability management resources, technology measures and journey evaluations. to answer questions and navigate a framework and analytical capacity to Your supplier should be apt to feed path toward optimal issue resolution. reliably administer a program at-scale. all data streams into the same dash- Customers typically reach this chan- board for convenience. nel while interacting with a brand’s As we witness high-performing e-commerce site or after an in-store brands embracing omnichannel mys- transaction, amplifying the importance tery shopping as a much broader, in- of measuring wait/hold times, agent tegrated, cross-organizational journey friendliness and knowledge, addressing map research tool in order to leverage the customer’s need on their fi rst call the unique quantitative insights these and the speed with which issues are measures provide, this holistic perspec- resolved. Dismissing the importance tive is viewed as a critical means to of contact center mystery shopping informing continued brand relevancy, creates vulnerability in a solid under- the protection of brand equity and the standing of experience delivery across ability to outperform the competition. all touchpoints. The benefi ts Omnichannel shopping programs de- About Second To None veloped to be adaptive and evolution- Second To None empowers customer- ary in nature and initially designed centric brands to deliver consistent through an internal collaborative and intentional consumer experiences framework will enjoy long-term on-site, online and on the phone. Solu- organizational support. Aligning tions include mystery shopping pro- study design to assess and uncover grams, voice of customer surveys, com- the critical metrics reflective of the pliance audits and online reputation paramount customer experience ele- monitoring. Our work is grounded in ments and then leveraging a broad statistical science, strategic relevance set of analytical tools, including key and the ability to deliver practical, The challenges drivers, predictive analytics, sales actionable insights in real-time. Brands with a desire to measure and linkage and text/sentiment insights, www.secondtonone.com www.quirks.com January 2018 // Quirk’s Marketing Research Review 41 SPONSORED CONTENT
DIY RESEARCH OUTLOOK TOOLS
Market research – where to go from here?
New trends and tools that will affect the future of DIY research
THOMAS GEORGE
MANAGING DIRECTOR, D’WELL RESEARCH
he changing Tglobal market has compelled in- novation and a paradigm shift in the way businesses are being conducted and controlled. Move along or be left behind is the new axiom to follow. Old ways don’t open new doors. Since market research is all about opening new doors, the industry has followed the new wave set forth by the scope and course of this change and refined its work to remain cutting-edge. Technological trends are impact- ing market research and the industry is exploring avenues to put technol- ogy to good use. Automation com- cannot be overemphasized. Only point of view to address the issues bined with artificial intelligence is then can the research be given the put forth by the clients. So, it’s not going to make research faster and right direction. the data but the communication of cheaper. Desk research will gain an With the world undergoing its insights that will drive decisions. upper hand over field research as au- changes politically, socially and Information available in real- tomated data collection methods gain economically, businesses are facing time combined with the possibility importance and fulfill the promise of their share of surprises. This has to use online tools has made it possi- delivering relevant inputs. led to larger dependence on market ble for more businesses to use DIY re- Development of software that researchers to understand the way search. This allows small companies takes advantage of the available forward. Though there is availability to remain in competition and gain data can give new research options of data in large quantities through market share at lower costs. Newer compared to labor-heavy surveys. data mining, social media and online technologies will bring in newer However, quick-and-easy results surveys, the researcher will need DIY platforms with more customiza- come with their share of drawbacks. to sift through this and remove the tion and better ways to interpret the The importance of human overview grain from the chaff to come out data that could fill some of the gaps in interpreting the results obtained with concise findings and a clear left by DIY methods. However, DIY
42 Quirk’s Marketing Research Review // January 2018 www.quirks.com SPONSORED CONTENT
research misses out on the opportu- for data and its analysis. Smart- Studying the overall scenario nity to benefit from the expertise of phones and wearable devices provide by correlating results with market seasoned professionals in the field. an easy-to-use research avenue with trends, the directions of economies, Enormous amounts of data quick access to the data and feedback world events, consumer behavior, available will make it easier to spot received in real time. changing social and demographic patterns and perspectives. This can Market research of the future scenarios will carry greater rewards, create an opening to predict future will involve more immersion studies rather than looking at individual trends, opportunities and threats. and consumer interaction as the findings in isolation. Answers to Any research can many business only work if the find- questions will Market research of the future will ings are put to the right lie in the right use. Help in imple- assimilation and involve more immersion studies mentation of market analysis of these and consumer insights data. could fall into the Since com- and consumer interaction as the boundaries of market- petition among ing research in the near businesses is importance will be less about data future. Along with this increasing and will come the demand the fight for and more about understanding the for more accuracy in market share is predictions, which will on the rise, busi- psyche of the consumer, patterns of force the industry to nesses will look look to new tools and for an edge over their behavior in real-world conditions, frameworks to make competitors. this happen. This could come Since no two from reading listening and empathizing with them. businesses are alike, subtle consumer customization and per- behavior by —Thomas George sonalization may be the observation, way ahead, rather than rather than sur- a one-size-fits-all ap- veys with long questionnaires that importance will be less about data proach. There is also the buzz about would give predictive responses. and more about understanding the using virtual reality to understand Observational research and implicit psyche of the consumer, patterns of consumer sentiments and mentality. measurement, along with the entire their behavior in real -world condi- Not far behind is the concept to tap bag of neuromarketing techniques tions, listening and empathizing into virgin data unused so far like employed to read subconscious con- with them. those generated by automobiles, con- sumer behavior, can empower clients Predictive market research is go- sumer appliances and much more. with knowledge about their target ing to take precedence, potentially The time ahead for market research user through inferred data. leading to product development that seems exciting with newer methodolo- Talking to existing customers incorporates details that are in tan- gies, novel technological tools and in- and staff in a business and listening dem with consumer values, beliefs, novative data collection methods just intently to consumer complaints and desires and demands, thus reducing around the corner. Like in all other grievances can offer a gold mine of the risk of failure and better return industries, keeping pace with the information about hidden opportu- on investment. change, fi nding footholds for support nities and undetected threats that Opt-in surveys and asking cli- and reinventing skill sets that suit the need to be addressed. Tapping this ents for ongoing feedback will keep times will ensure survival in an ever- network of the client correctly may research on continuously, which will changing environment. be time-consuming but the results are help businesses swim against the tide www.dowellresearch.com accurate and reliable. and keep them thriving, paying off in [email protected] Social media could be tapped more the long run. +1 9145560539 www.quirks.com January 2018 // Quirk’s Marketing Research Review 43 SPONSORED CONTENT
SENSORY OUTLOOK RESEARCH
When enough isn’t enough How AnswerQuest updated its facilities for today’s sensory research needs
JASON R. MILLER CEO AND MANAGING PARTNER, ANSWERQUEST
mm, mmm, good. Or is it? This Mis the question being asked by food and beverage companies every day. But how to best get the answers? After 18 years in this business, I real- ized the CLT taste test was one method that couldn’t be replaced digitally so I joined AnswerQuest in 2009 and opened a Boston facility shortly there- after. I tested the waters with a mini- mal but eff ective facility (4,000 sq. ft., large CLT room, large prep kitchen and focus group room) and quickly realized that I might be on to something. Fast-forward to 2017 and now we have a 9,000-square-foot facility with over 800 feet dedicated to our com- mercial test kitchen. We installed two 8x8 walk-ins, one cooler and one product in their own kitchens. Being work. In many cases, sensory suppli- freezer and a 12-foot hood, commer- able to provide the same-level kitchen ers and buyers are asked to make a cial ranges, fryers, quick-connects, in a test facility is challenging. It choice: a nice facility or a commer- water lines, etc. We also added anoth- requires a kitchen that is customiz- cial kitchen. So here at AnswerQuest er (larger) CLT room and a 450-square- able; because each distinct R&D team I made a decision to accommodate foot multipurpose focus group room. will need to feel at home during the both. The trend to accommodate Both rooms can be viewed simultane- test and it is exactly why we built the hybrid sensory research has been ously from the dual viewing room commercial kitchen. growing over the years. (through one-way mirrors) to accom- But adding commercial elements Hybrid sensory research is just modate these dueling needs. to a kitchen isn’t enough. Sensory that – a mix of different methodolo- Why? Because the purpose of research needs are changing. The gies – and it is different for everyone. sensory research/product testing is days of sparse facilities are gone as Many clients are now asking agencies to support the research and develop- suppliers work as much with the to recruit for a standard CLT – with ment teams at food and beverage marketing departments as they do a twist. Sometimes, we are asked to companies, many of whom also utilize R&D. Those buyers are used to well- conduct the self-administered portion discrimination panels internally appointed – and often even luxuri- of the tasting and then the client and therefore are used to producing ous – facilities for their qualitative immediately pulls out consumers
44 Quirk’s Marketing Research Review // January 2018 www.quirks.com SPONSORED CONTENT
fulfi ll specifi c quotas and helping buy- ers refi ne their products – this is what drives me and my overly-talented staff . It’s also essential that everyone working on a study understand the type of method being employed. AnswerQuest (indeed, all Insights Center locations) personnel are all ServSafe® certified and trained. In addition, everyone in sensory must have a service industry attitude. As we all know, data collection is cut- and-dried – especially in a facility. Not only are we handling food and beverages, we are prepping, prepar- ing and serving. On top of that, we wear our hospitality hats when clients are on-site to ensure they are as comfortable in our facility as they would be in their own. In my opinion hybrid sensory/ product testing is growing in popu- larity because these studies are incredibly efficient and in our budget-conscious world, researchers are able to gather top-level and deep insights in a single day. I also see the turnaround time getting tighter and tighter so lumping quant and qual together in sensory gives our clients the ability to make some fast decisions. And in food and beverage, getting it right is so important, espe- cially at the data collection agency. AnswerQuest – indeed, all In- sights Center locations (Atlanta, Boston, Chicago, Dallas, Denver and Los Angeles) – understand how im- portant the role of the data collection agency is in completing a successful project. It is imperative that we, as data collection agencies, understand the protocol of a project. We are the that pique their interest for either an Regardless, it’s imperative that ones that are storing, preparing, han- individual interview or a focus group. a CLT facility cater to both R&D and dling, serving the product – as well Other times, we are asked to send marketing in order to succeed in as recruiting the correct consumers consumers home with a product and today’s sensory environment. in order to give our clients the data a diary (online, packet of paper or Mastering the art of CLT work isn’t they need to make (what can be) mobile) and based on their responses for everyone but I love the controlled million-dollar decisions. they are invited into the facility for chaos. The precision with which we www.answerquestresearch.com an in-depth interview. have to operate, the intense pressure to 781-897-1822 www.quirks.com January 2018 // Quirk’s Marketing Research Review 45 // by the numbers
Do you have experience in…? | By Laura Cusumano
snapshot n age-old query when commission- other issue is the activity of a category. Some Aing research is, does the marketing research categories are stagnant while others are A look at some agency have experience in the category? Ev- dynamic, with an ever-changing landscape ery client company asks a prospective agency and market players. of the factors that question. It’s an obvious, straightfor- Answers to “do you have experience in…” involved in ward one. Client-siders spend significant also depend on the degree and extent of the amounts of time reviewing and discussing experience. Small, one-off studies probably assessing a the specifics of the prospective supplier’s do not provide the same level of experience research firm’s experience. But how critical is experience in that comes from a series of large, iterative a category to effectively executing a research studies. Is the experience in five small tele- qualifications project? Perhaps the more germane question phone projects equivalent to two, multi-wave to undertake a is: Do you have the skills and experience to tracking studies? successfully execute this research in a timely, An accurate assessment of the specific project. cost-effective manner? value of “category experience” for selecting For a research agency to effectively de- an agency would require a conjoint exercise liver, direct category experience is only one that measures all the variables possibly con- aspect of its overall ability. For example, if sidered, both consciously and unconsciously, an agency has only 10 years of collective expe- when awarding a research project. These rience among the research team in three cate- include but are not limited to: gories across five clients, then direct category experience is probably very important for • years of marketing research experience; a successful project outcome. If the agency • years of related experience: marketing, has 50+ years of collective experience in the sales, clinical or client-side; team in 25+ categories across 25+ clients, then • total number of categories worked in; direct category experience is nice to have but • similar categories worked in; probably not a requirement for success. • diversity of categories with experience; “Do you have experience in…” also de- • the client’s previous experience with the mands an inquiry about when the projects research agency; were completed. If an agency completed • the scope of the project vs. the core compe- 10 projects three years ago, are they more tencies of the agency; or less qualified than an agency that has • the ability to successfully recruit target completed three studies in the past year? An- audiences; • the marketing research approach and tech- niques under consideration; quirks.com/articles/2018/20180105.aspx
46 Quirk’s Marketing Research Review // January 2018 www.quirks.com
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• the ability to meet the project’s search agency; and answer is: Experience is required time frame and deadline; • cost and fees. in some but not all studies. So, the • the number of years the agency has relevant question is, “In what stud- been in business; It is not likely that we will ever ies is experience required?” That, • the size and makeup of the team have the utility scores for these at- naturally, mainly depends on the who will execute the project; tributes but we can still address the category, the type of research and • the project director leading the question of the experience level re- the respondent type. project; quired to successfully execute a study. • the physical location of the re- As you have guessed already, the Taint a study It is easier to address when experi- ence is NOT really needed and can actually taint a research study. Experience may not be needed in studies that are considered straight- forward, are shorter, more directive and are in less-complex or newer categories. Using a skilled, senior- level agency with little or no experi- ence in a category can be quite valuable in exploratory research, which needs an open mind with no preconceived notions. Sometimes a brand team needs to hear that the “emperor has no clothes” and it is harder for a mar- keting research agency entrenched in the brand or category to be able to step away and be totally objec- tive. A naïve agency goes in more open-minded and can expand the view without drowning in the de- tails and history. Generally, a new agency has not “drunk the Kool- Aid” and can challenge established beliefs or expose new, valuable morsels. However, if a research agency without direct experience is selected, it may require more time and effort for the client and adds a level of risk to the research. Assuming that experience is al- ways necessary can bias or limit the research and its value. But determin- ing if experience is necessary is not easy and needs to be analyzed and considered carefully.
Laura Cusumano is a marketing research consultant based in St. Louis. She can be reached at [email protected].
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2017 Digital Healthcare Collaborative Tom Donnelly, Ph.D., MarketVision Research Dave Norton, Ph.D., Stone Mantel EFFECTIVELY COMMUNICATING THROUGH CLAIMS A Human Insights Approach to Advertising Analysis Jeremy Benhammou, The Clorox Company Jim Chastain and Kerry Walsh, RealityCheck A New Golden Age for Japan: Opportunities and Pitfalls for U.S. Brands The Effective Market Research Department: Tools, Practices Andrew Edsall, Carter Group and Evidence for Success Rick Kelly, Fuel Cycle Another Freakin’ Case Study: Implementing Forward-Thinking Research Strategies to Optimize Product Development Finding the Dreamers: A Journey to Understanding Our Lisa Cui and Lisa Spano, Jam City Customers Mark Stephens, American Family Insurance Kate Zilla-Ba, Chadwick Martin Bailey
C-SUITE RESEARCH: DRIVING INFORMED The Future Is Now: 10 Gen Z Trends and Why They Matter Wynne Tyree, Smarty Pants DECISION-MAKING THROUGH ACTIONABLE CLIENT INSIGHTS Goliath and David: How Can Big Brands Combat a Rising Tide Michael Rosenberg, J.P. Morgan of Insurgents? Ki Choi, Clear M&C Saatchi How AI is Transforming Social Listening Research Larry Friedman and Rob Key, Converseon Assessing Brand Meaning and Emotions with System 1 How Automation Can Drive Business Decision-Making at the Techniques Speed of Digital Anders Bengtsson, Protobrand Adam Ramage, Research Now Becoming Infl uential in a Large Organization with a Small Research Team Mike Swiontkowski, Blizzard Entertainment HOW TO DISRUPT YOUR ORGANIZATION BEFORE The “Big” Debate: Big Data Will Put Market Research Out Of YOU GET DISRUPTED Business By 2038 Giustina Parisi, American Family Insurance Andy Jolls, SSI Monika Wingate, Digsite Breaking Down The Product Silos In Brand Health Tracking Michael Franke and Mona Stronsick, Progressive Insurance Glenn Staada, Radius Global Market Research Bridging the Knowledge to Action Gap How To Ensure You Are Competitive In This Volatile Retail Aaron Burgess, Health Care Service Corporation Environment – 5 Tips From One Grocer’s Journey Evencia Leite, TrendSource But I Can’t Draw! Help Respondents Bare Their Soul Jon Evoy, IKEA North America Services How to Nail Customer Experience with Today’s Consumer Michael Drago, The Modellers Clean Labels in a Transparent World Carol Fitzgerald, BuzzBack Hyundai’s MROC Journey Elijah Kim, Hyundai Content Engagement in the Age of Ad Blocking Chris Hubble, PopResearch Inspiring Change: American Heart Association’s Hybrid Edwin Wong, BuzzFeed Approach To Critical Campaign Testing Chelsea Gibbons and Christine Tchoumba, 20/20 Research Easy Visualization of Market Research Data – The Quest for the Holy Grail Is Your Problem Resolution on Target? Jamey Corriveau, Askia Sarah Simon, Confi rmit Benjamin Rietti, E-Tabs Legal Cannabis Is A Brand Innovation Game Changer Eating Free-From? Insights Into The Implicit Minds Of Clean Linda Gilbert, BDS Analytics Label Enthusiasts Gennifer Jackson, Market Strategies International David Lundahl, InsightsNow Maximizing the Value of Conjoint Studies with Qualitative Mike Humphrey, Decision Analyst Suresh Sethuraghavan, Pella Corporation
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Meal Kits: A Flash in the Pan or Here to Stay? ROI for Marketing Research – Why it Misses the Point Rastislav Ivanic and Jeff Richins, GroupSolver Bruce Olson, MMR Research Associates Measuring The Emotion Of Design See How System 1 Feelings are Activated by Fragrances and Heather Kluter, Decision Analyst Flavors by Incorporating Implicit Measurement Into Sensory Testing Multicultural Intelligence Paul Conner, Emotive Analytics David Morse, New American Dimensions Caryn Crawford, QRS -Tragon The New Digital Grocery Path-To-Purchase: Learnings From Quantitative Ethnography And Passive Behavior Tracking Jessica Knerr and Becky Wu, Ph.D., Luth Research Dard Neuman, SmartRevenue INNOVATE OR DIE: CHANNELING YOUR INNER RESEARCH MACGYVER New Models for Market Segmentation Sara Macfarlane, R&R Partners Peter Simpson, xsperient Paul Smith, R&R Partners NPS Is Not The CX You Are Looking For Mandy Walsh, R&R Partners Eric Hunter, Russell Research The Optimal Online Qual Study: When Failure is Not an Option Ray Fischer, Aha! Seeing the Story: Using Eye-Tracking ‘In Real Life’ for the Pinpointing Emotional Drivers of Customer Loyalty via the Right Story with the Biggest Impact Synthesis of Cross-Functional Techniques Sylvia Knust, Tobii Pro Ruthie Feinstein, SIVO INSIGHTS Denise Holt, Olson 1to1 Smarter. Faster. Better. A More Effective Approach To Market Mary Meehan, Panoramix Global Research Reporting And Visualization Rudy Nadilo, Dapresy North America The Power of Nudge: Applying Behavioral Economics to Infl uence Shopping Decisions Social Media Matinee: How Online Video Keeps Brands and Jonathan Asher, PRS IN VIVO Researchers on the Edge of Their Seats Zoe Dowling, FocusVision Putting a Segmentation Into Action: How to Use a Segmentation to Craft Marketing Campaigns Strategic Relationships: The Cornerstone Of A Superior Eleni Bennett and Kasey Fong, Sony Pictures Home Entertainment Knowledge Estate Jason Kramer, Vital Findings Karen Lynch, InsightsNow Marci Needham, Ventura Foods Take a Swiss Army Knife Approach to Understanding Your Customers for Better Customer Experience Design Frank DeFazio, United Concordia Dental USING MOBILE RESEARCH TO BRING Paul Janowitz, icanmakeitbetter CONSUMERS TO YOUR BRAND What They Say and What They Do: Marrying Telemetry and Fran Guzman, Sonic Drive-In Attitudes for Business Understanding Andrew Kennelly, Microsoft Yes, You Can Measure System 1 Dynamics In Your Advertising Trevor Kvaran and Jeri Smith, Communicus
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HOTEL IRVINE MREF Party with a Cocktailst With 17900 Jamboree Road Irvine, CA 92614 Purpose Quirk’sk’ Group Rate $184 Monday, January 29th Tuesday, JJanuary 30th 7:30 – 10:00 p.m. 5:30 p.m. – 7:00 p.m. Location TBD Hotel Irvinene Expo Hall
HOW CAN WE DELIVER A Opening Night Party Expo Hall QUALITY, TWO-DAY EVENT Tuesday, January 30th Happy Hour 8:30 – 10:00 p.m. Wednesday, January 31st Hotel Irvine Red Bar FOR AS LITTLE AS $119? 4:00 – 5:00 p.m. Hotel Irvine Expo Hall Holding an event is expensive – and California is really expensive. There are hotel fees; Internet and AV charges; insurance and labor costs; and lots and lots of taxes. But we’ve kept registration fees low by The QRCA After Party eliminating the high-priced items that add cost but Wednesday, January 31st are of little value for the attendee. 5:00 – 7:00 p.m. • Gone are high-priced keynote speakers who Hotel Irvine Red Bar have a lot of charisma but are not relevant to the insights industry or the work you do on a day-to- day basis. • Costly sit-down lunches are gone as well (saving QUIRK’S EVENT 2018 $70 per meal, per person). Instead, meals are on A free mobile app and Web site that your own, which not only saves you money but not only functions as a repository gives you the freedom to choose when, where and for all vital content of the event, it how much you want to spend. The nearbyyg dining also actacts as the social media choices are plentiful. hhubu and is designed to • We’ve also kept prices low by help attendees and choosing a standard hotel as a venue instead of a posh resort. exhibitors easily • Finally, whenever possible we’re make connections also asking research companies – old and new. to sponsor snacks, drinks and Sponsored by Full other amenities. Without their Circle Research. support our low-price model would not be possible! www.TheQuirksEvent.com BIG IDEAS. REAL-WORLD SOLUTIONS.
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Achieving Business Partner Success: 4 Views On Gaining Can You Create a Single Global Creative That Will Work Across Business Alignment And Accountability Cultures, Nationalities and Aspirations? With Neuroscience, Carol Shea, InsightsCentral Inc. You Might Eden Weller, J.J. Keller & Associates Inc. Samrat Saran, AB InBev Pranav Yadav, Neuro-Insight U.S. Are Machines Taking Over Research? Spoiler: No, They’re Just Making Us All Smarter Clean Labels in a Transparent World Idan Geva, Wizer Tatiana Gormley, BuzzBack Peter Mackey, Wizer Co-Creating A Millennial Beauty Store Karen Tillson, Bloomingdale’s Assessing Brand Meaning and Emotions with System 1 Thomas Troch, InSites Consulting Techniques Anders Bengtsson, Protobrand Consumer Neuroscience: Using the Right Tool for the Right Jason Chebib, Diageo Question Michelle Niedziela, HCD Research Content Engagement in the Age of Ad Blocking C-SUITE RESEARCH: DRIVING INFORMED Margo Arton, BuzzFeed DECISION-MAKING THROUGH ACTIONABLE Chris Hubble, PopResearch CLIENT INSIGHTS Creating a Better Research Procurement Model for Johnson & Michael Rosenberg, J.P. Morgan Johnson Tara Brophy, Johnson & Johnson Rob Ramirez, Schlesinger Group Best Practices for Multicultural and Hispanic Research (in the Age of Trump) Adriana Waterston, Horowitz Research HOW TO DISRUPT YOUR ORGANIZATION BEFORE Best Practices in Quantifying and Driving Traffi c and YOU GET DISRUPTED Conversion In-Store: A Mall Case Study Giustina Parisi, American Family Insurance John Dranow, SmartRevenue Monika Wingate, Digsite The “Big” Debate: Big Data Will Put Market Research Out of Business by 2038 Calista Corley, SSI Creative Optimization: Retooling Existing Methodologies For A Visual World Bridging the Knowledge to Action Gap Marc Goulet, Russell Research Steven Cooley, Ph.D., Health Care Service Corporation Data Visualization Best Practices For Increasing Internal And Building Brand Love with Millennials and Gen Z: Cultivating External Engagement Awareness, Consideration, Purchase and Loyalty with Young Nathaniel Kucsma, Advertising Specialty Institute Consumers Jillian Kramer, YPulse Eating Free-From? Insights Into The Implicit Minds Of Clean Label Enthusiasts Bursting The Bubble: How Brands Can Reconsider The Way They David Lundahl, InsightsNow Think About People Easy Visualization of Market Research Data – The Quest for the Susan Fader, Fader & Associates Holy Grail Christina Nathanson, AIG Russ Budden, E-Tabs But I Can’t Draw! Help Respondents Bare Their Soul Jamey Corriveau, Askia - Software for Surveys Jon Evoy, IKEA North America Services E-Commerce from a Shopper’s Perspective: Overcoming the Leona Frett, Frett Knott Group Challenges Buying Process Research: Consumer Methods Applied To Health Jonathan Asher, PRS IN VIVO Care Marketing Research The Effective Market Research Department: Tools, Practices and Kendall Gay, MarketVision Research Evidence for Success Chris Mosso, Integra LifeSciences Rick Kelly, Fuel Cycle
Sessions as of December 6, 2017. www.TheQuirksEvent.com ELF IN NEW IDEAS AND STRATEGIES!
Empowering Creativity Through Conjoint How Consumer Neuroscience Is Changing Marketing Nikki Smathers, SKIM Michael Berberich, Association of National Advertisers Lillian Smith, Blue Apron Carl Marci, Nielsen How Hilton is Co-Creating the Future of Rewards Jessica Boothe, Hilton Worldwide Kathy Ofsthun, Chadwick Martin Bailey LEVERAGING LONG-TERM ONLINE COMMUNITIES FOR HIGH-QUALITY, COST-EFFECTIVE How to Build a Successful Customer Engagement Program INSIGHTS Across a Multi-Division Organization Ednei Hishida, General Motors Kim Van Belle, W.L. Gore & Associates Mark Vogel, Radius Global Market Research How Mobile Behavioral Data and Survey Insights Create a 360-Degree View of the Consumer A Fresh Approach to Assessing Mobile Ad Effectiveness Adam Portner, ProdegeMR Bryce Quayle, Lieberman Research Worldwide (LRW) Eli Portnoy, Sense360 Karen Ring, Telaria How to Nail Customer Experience with Today’s Consumer The Future Is Now: 10 Gen Z Trends and Why They Matter Michael Drago, The Modellers Stephanie Retblatt, Smarty Pants How To Tackle Implicit Social Bias In Research Goodbye Einstein, Hello da Vinci: Artisan Research to Solve Clint Jenkin, Vanguard Group Business Issues John Schiela, Phoenix Marketing International A Human Insights Approach to Advertising Analysis David Wayne, MSCI Jim Chastain, RealityCheck Gregory Wester, Mobile Posse Jim White, RealityCheck Hidden Sampling Practices are Ruining Your Survey Data. Here’s Impact To The Power Of 3: A Collaboration With Exponential How You Can Stop Them Results Jonathan Deitch, P2Sample Giulia Gasperi, InSites Consulting How AI is Transforming Social Listening Research Candace Whye, Refi nery29 Larry Friedman, Converseon Rob Key, Converseon Improve Digital Activation with Market Segmentation Hilary DeCamp, Lieberman Research Worldwide (LRW) How – And Why – To Create A Consumer-Centric Culture Bob Silagi, Most Recently Fidelity Investments Inspiring Change: American Heart Association’s Hybrid Approach To Critical Campaign Testing How Automation Can Drive Business Decision-Making at the Chelsea Gibbons, 20/20 Research Speed of Digital Adam Ramage, Research Now Christine Tchoumba, 20/20 Research Is Your Problem Resolution on Target? Sarah Simon, Confi rmit ETHNOGRAPHY IN ODD PLACES Carol Smith, Uber Legal Cannabis Is A Brand Innovation Game Changer Linda Gilbert, BDS Analytics Gennifer Jackson, Market Strategies International
www.TheQuirksEvent.com Lessons from Political Polling: Using Mobile In-App ROI for Marketing Research – Why it Misses the Point Recruitment to Achieve Predictable Results Bruce Olson, MMR Research Associates Kyle Gollins, Pollfi sh David Rothschild, Ph.D., Microsoft Research Seeing the Story: Using Eye-Tracking ‘In Real Life’ for the Right Story with the Biggest Impact Life Unthanked: Exploring Differences Between Millennial and Sylvia Knust, Tobii Pro Seasoned IT Decision Makers Nicola Finnerty, Greenberg Strategy Michael Kuehne, FocusVision Smarter. Faster. Better. A More Effective Approach To Market Research Reporting And Visualization Maximizing the Value of Conjoint Studies with Qualitative Rudy Nadilo, Dapresy North America Mike Humphrey, Decision Analyst Suresh Sethuraghavan, Pella Corporation Social Media Research and Digital Discussion Engines to Enhance Research Insights Chauncy Bjork, Discovery Research Group Fran Nuzzi, Target Research Group
LEVERAGING JOBS TO BE DONE Strategic Relationships: The Cornerstone Of A Superior FOR INNOVATION Knowledge Estate Chelsea Lamey, The Hershey Company Karen Lynch, InsightsNow Erica Norton, The Hershey Company Marci Needham, Ventura Foods
Studio Sessions Are Your Next Super Tool for Driving Excitement Through Consumer Insights Margaret Mariani, The StratLab Meal Kits: A Flash in the Pan or Here to Stay? Jordan Cusner, McCormick and Company Take a Swiss Army Knife Approach to Understanding Your Rastislav Ivanic, GroupSolver Customers for Better Customer Experience Design Frank DeFazio, United Concordia Dental NASCAR: Leading the Race with Digital Behavior Tracking Paul Janowitz, icanmakeitbetter Candice Rab, Luth Research Norris Scott, NASCAR Becky Wu, Ph.D., Luth Research
A New Golden Age for Japan: Opportunities and Pitfalls for TAKE ME OUT TO THE RESEARCH U.S. Brands Nishea Clark, NVC Consulting Andrew Edsall, Carter Group Steve Seiferheld, Swedish Match
New Models for Market Segmentation Peter Simpson, xsperient
The Net Emotion Score – Practical Emotion Intelligence Using Facial Action Coding For Static Image Chuck Bean, Martec Jerry W. Thomas, Decision Analyst
The Optimal Online Qual Study: When Failure is Not an Option What Does It All Mean? Research Storytelling For Turbulent Ray Fischer, Aha! Times David Intrator, RTi Research Panel: How do Insights Get a Seat in the C-Suite? What Holds David Rothstein, RTi Research Insights Back and How do We Change? Randy Adis, Olson Zaltman What’s Keeping CMOs Up At Night? Kathryn Korostoff , Research Rockstar LLC Shane Skillen, Hotspex Anastasia Leng, Picasso Labs Anish Nanavatty, Free Ion Advisors LLC When Impulse And Conscious Reactions Go To Battle Samrat Saran, AB InBev Jeff Goldstein, AcuPOLL
Practical Persuasion: The Marketing of Ideas Yes, You Can Measure System 1 Dynamics In Your Advertising Kelley Styring, InsightFarm Trevor Kvaran, Communicus Jeri Smith, Communicus Putting a Segmentation Into Action: How to Use a Segmentation to Craft Marketing Campaigns Eleni Bennett and Kasey Fong, Sony Pictures Home Entertainment Jason Kramer, Vital Findings
www.TheQuirksEvent.com TICKET PRICES START AT $ * TheQuirksEvent.com 119 EXPO • WORKSHOPS • NETWORKING Use discount code SAVE20 NETWORKING BROOKLYN, NY February 27-28, 2018 OPPORTUNITIES Make valuable connections! NEW YORK MARRIOTT AT THE BROOKLYN BRIDGE The Research Club’s MREF Party 333 Adams Street, with a Purpose th New York, NY 11201 Monday, February 26 6:30 – 10:00 p.m. Separate registration required Group rate $259
The MR Musical Cocktails With Jam Session Quirk’s Tuesday, February 27th Tuesday, February 27th HOW CAN WE DELIVER A 8:30 – 10:30 p.m. 5:30 p.m. – 7:00 p.m. QUALITY, TWO-DAY EVENT FOR AS LITTLE AS $119? Holding an event is expensive – and New York is Expo Hall Happy Hour really expensive. There are hotel fees; Internet and Wednesday, February 28th | 4:00 – 5:00 p.m. AV charges; insurance and labor costs; and lots and lots of taxes. But we’ve kept registration fees low by eliminating the high-priced items that add cost but New York Insights Association are of little value for the attendee. Networking Reception • Gone are high-priced keynote speakers who th have a lot of charisma but are not relevant to the Wednesday, February 28 | 5:30 – 7:00 p.m. insights industry or the work you do on a day-to- day basis. • Costly sit-down lunches are gone as well (saving QUIRK’S EVENT 2018 $70 per meal, per person). Instead, meals are on A free mobile app and Web site that not only func- your own, which not only saves you money but tions as a repository for all vital gives you the freedom to choose when, where and content of the event, it also acts as how much you want to spend. The nearbyyg dining the socisocial media hub and is choices are plentiful. dedesigned to help attend- • We’ve also kept prices low by ees and exhibitors choosing a standard hotel as a venue instead of a posh resort. easily make con- • Finally, whenever possible we’re nections – old and also asking research companies new. to sponsor snacks, drinks and Sponsored by other amenities. Without their Full Circle support our low-price model would Research. not be possible!
www.TheQuirksEvent.com ••• the business of research We’re in this together 10 mistakes companies make with their marketing research efforts
| By Michael Oilar
I’ve wanted to write this article for nearly a decade. Many in my snapshot firm cautioned against it, not wanting to endanger our relationships with existing and potential clients. “Don’t get on your soapbox,” they A veteran vendor offers advice and pleaded. Perhaps they’re right but as the president of a mid-sized, Ifull-service research company with more than 30 years in the research observations for client-side insights industry, I’ve seen just about everything and believe there are a few departments on improving their issues that still need to be addressed on the client side. research processes, outcomes and Some of you might think, “Who is this guy to tell us all the things we’re doing wrong?” Well, like most good advice, it comes from a place relationships. of concern and caring. Know this: At our firm, we love our clients, we love research and we constantly strive to make it better. If you rec- ognize yourself in even one of the bad traits listed in this article and want to improve the value of your research, we want to work with you. Every one of these “mistakes” is described in order to make your client-side research budgets more effective. Yes, research firms would benefit as well from more efficient workflow but ultimately, we exist to make our clients more effective and successful and therefore I submit this list.
1. Sending all research projects out for bid There is a common belief that competitive bidding is the best way to review and select vendors for upcoming research projects. In reality, nothing could be further from the truth. Researchers are often hesi- tant to submit their very best, most creative research design, for fear that an “expensive” design may not even make the first cut. Corollary: Frequently, a second round of proposals/bids is request- ed, using the intellectual properties of one or more of the vendors who originally submitted a design. This is often couched as, “We’ve quirks.com/articles/2018/20180106.aspx reimagined the project and would now like you to bid on…” The original – creative, experienced, knowledgeable – vendor is now faced
62 Quirk’s Marketing Research Review // January 2018 www.quirks.com and understanding of what to expect in the working relationship.
2. Not getting the most out of your research vendor It’s a fact: In today’s world of frequent (and sometimes scheduled) company reorganiza- tions, we, as research vendors, often find ourselves with more knowledge of and history with a client’s products, services or divisions than those within the company. It is the norm for us to have decades-long relationships with our clients, often spanning at least a half-doz- en primary contacts on the client’s side. On ours? We still have the original account team, mostly comprised of principals in our firm. A long-time vendor partner’s knowledge with a situation in which they must re-bid against vendors who were of what research has worked for your com- incapable of conceiving the sophisticated design in the first place. pany and its products, along with the MR The other vendors now bid on the original design but are not familiar firm’s understanding of your market and its with its nuances and requirements and therefore submit bids far be- segments and even the ability to navigate low the cost proposed by the original vendor. The result is the client your internal politics, can be encyclopedic. getting “cheap” research from a company that doesn’t fully under- You’d be shocked at how often a new team stand the design and is less capable of implementation. asks us to conduct research that has already There is a reason your company doesn’t send every advertising been done. We’ve lost sight of the number campaign out for bid, nor do they ask attorneys to bid on writing of times we’ve seen a research request along every contract or handling every negotiation. Heck, your company the lines of, “We need to better understand probably doesn’t even ask suppliers of consumable commodities (pa- our customers and more fully integrate with per/water/toner) to bid on every shipment. Instead, most companies their business model,” yet we know the exact have annual or multiyear contracts for these services. Marketing date/year that very project was conducted, research companies should be up for periodic review, exactly like its outcomes and (often, but not always) advertising agencies and outside legal counsel. But you’ll never get what was done internally with the findings. the very best from a research vendor without building a true work- But that knowledge falls on deaf ears all ing partnership with them and that can’t be done while sending each too often, because we’re not considered part individual project out to bid. of the team and all the people in the new If you’re worried the removal of the per-project bidding process positions want to do is pick the lowest-cost will result in increased costs, simply demand transparent pricing. provider to conduct the (redundant) research You should be able to calculate the cost of a project before you receive for which they currently have budget. a proposal from any research vendor that is your true partner. (Full Fully engaging your research vendor disclosure: We share our cost calculators directly with our clients means you can leverage existing data (that no and encourage their use.) Review the designs your research partner one on your team even knows exists) while submits and don’t be afraid to ask them to rethink any design you’re spending that same budget to further flesh not completely satisfied with (much like you would do with an ad out the original findings or on another initia- agency’s creative pitches). tive altogether. Here’s a secret: We hate wast- Still not convinced? Have a heart-to-heart with any of your current ing time and money doing the same research research vendors and they will tell you they provide their very best over and over even more than you do. Let us pricing to those clients with whom they have the strongest connection help you get more out of your research budget. www.quirks.com January 2018 // Quirk’s Marketing Research Review 63 That’s when we can really contribute tion roadmap to stay relevant and widget/service/message. But it’s very value above and beyond the param- up-to-date) and can even change the difficult to take only positive feed- eters of the current project under very personality of the development back and tell your C-suite or front- consideration. team/company. A true commitment line staff, “Our customers already to always knowing how the market like our product; now let’s do better.” 3. Thinking of research in terms of will react to your development is Instead, focus on finding every op- discrete projects, not as a process critical and reduces the potentially portunity to make your products and The very best use of corporate exorbitant expense of missing the services better. research is an ongoing process that mark because your research was Homing in on potential obstacles constantly improves its subject. out-of-date, shallow or didn’t reflect to your offering doesn’t mean the Most research requests that hit my your current build. research is trying to kill it – in fact, desk are one-offs, basically designed quite the opposite is true. Well-de- in a vacuum with a start and a fin- 4. Getting your vendor involved signed research intended to tease out ish. There may be some reference to too late in the process all potential roadblocks creates data an older study (think two years, not Our company is nearly always asked that is a veritable roadmap to success. two months, old) but this is usu- to provide examples of our experience ally connected to a desire to “up- in research, in our client’s industry/ 6. Conducting too much research date” the information rather than business and in a specific methodolo- in-house building on and internalizing the gy. However, sometimes the very next Bluntly put, in-house research pro- findings from the first study. Ad- thing that occurs is that we’re given fessionals are often too close to the ditionally, we’ve all seen our share an RFP that has a fully-baked method- subject to produce fully objective re- of tracking studies that just chug ology that doesn’t match (or optimize) search results. It could be as innocent along, spitting out the same banal the goals of the project. And when we as allowing a few marketing-generat- ratings/scores month after month, attempt to point this out, we’re often ed adjectives to remain in your prod- year after year (see mistake #10). met with silence or deflected with, uct description (that came directly There are sometimes projects that “That’s what our CMO/VP marketing/ from the marketing department/prod- are multi-phased, with both quan- marketing manager wants,” which uct group/engineering team). It could titative and qualitative elements. immediately negates application of be leading and/or biased questions But what we rarely see is the type of the years of experience that made or even the omission of entire lines meaningful, ongoing commitment the client want to work with us in of critical questioning for the sake of to a research program that truly the first place. Rather than helping expediency. Worse still, sometimes produces actionable results to excite the company craft a project that most internal pressures and politics mean and motivate upper management. accurately and efficiently meets their the research has virtually no chance We’ve all heard the expression, informational goals, we’re reduced to of being objective. “Every good answer begs two addi- the role of order-taker. Whatever the case, an objective tional questions,” and in the cost/ Instead, choose your research outside vendor is better-positioned benefit world of market research vendor based upon trust, knowledge, to scrub all bias out of the survey this is often very true. Those addi- experience and ability to deliver and design, questionnaire document and tional questions are nearly always, then include them in the early stages data analysis. We all understand “Why is it that way?” and “How of research design. I guarantee, if the value of independent, outside can we change/improve it?” While you’ve chosen wisely, the vendor can counsel in legal matters and we those questions are probably asked improve turnaround time, remove all place more value on objective, superficially in your original study, extraneous and expensive design fea- third-party white papers and case they do not attain the depth of what tures and crystallize the data deliv- studies than we do on those created you really need to know. More com- ered into actionable insights. Perhaps in-house with an explicit or implicit monly, issues raised by the initial more importantly, the vendor will bias. The same is true for research. study deserve deep follow-up to fully understand every aspect of the rea- At its core, the goal of research is to understand but were unknown at the sons the project is being undertaken, reduce risk. Don’t compromise that time of project initiation. Without a the politics and personalities of those by allowing any bias to creep in. The research process to provide continu- on the project team and can design risk on the back end is too great and ous learning, this critical information research to better deliver the specific if unchecked it will defeat the entire will never see the light of day. data required so your business can purpose of the research. A well-designed, ongoing com- move forward. mitment to marketing research 7. Excluding your research for a particular product, service or 5. Not focusing your data consultants from the message delivers that nuance, leaves collection strongly enough on implementation of the fi ndings fewer questions unanswered, paral- negative issues Lots of companies have positions or lels the development of said product/ Sure, everyone on your company’s even departments dedicated to cus- service/message (i.e., adapts to the product team wants the survey to tomer insights or customer advocacy changes inherent in any produc- produce positive ratings for the new or, at the very least, like to include
64 Quirk’s Marketing Research Review // January 2018 www.quirks.com their customer’s point-of-view in items that broaden the scope but all and they sprout like weeds within internal training and marketing subtract from the profound data that online panels. Don’t believe me? Just discussions. But politics, inertia and a targeted, deep-dive project can notice how much time online panel incomplete understanding of all the deliver. The very best – and most providers dedicate to assuring you market’s segments often cause this actionable – research depends on they have the issue under control. message to become diluted or even a design that focuses on the subtle This is a problem that gets worse over abandoned. If you’re serious about and possibly complicated customer time, as more and more people suc- always including your customer’s attitudes and behaviors around the cumb to the come-ons proliferating perspective, you should include your issue at hand. Focus laser-like on the all over the internet. (Fun activity: marketing research consultant on all core objectives and ignore peripheral Google “get paid to do surveys” and customer-voice task forces and initia- questions. If you find that some of sift through just the top 20+ results.) tives. Like any objective third party, the off-topic questions are critically Anybody remember ads and promises we will ensure that your message important to your company, then to get paid to take telephone surveys? remains on-target and will help real they probably deserve their own Didn’t think so. change occur. Don’t let the job stop deep-dive research. Probing and clarifying open- when customer data is delivered; con- ended responses. Research compa- tinue it until it becomes part of your 9. Leaning too much on online nies spend hours every day, every company’s DNA. methodologies shift training their interviewers to The advent of online research capa- probe for more open-ended responses, 8. Conducting research that is bilities has seduced many companies as well as to better clarify them into broad but shallow (both client and vendor) into using meaningful, useful answers. This Your customer insights department it nearly exclusively. At first blush, simply doesn’t occur online. In fact, puts the word out that they’re con- it’s easy to see why: it’s usually less one of the ways every research firm ducting research and the requests expensive and faster to conduct. But cleans online data is to search for come flying in from all quarters, dig a little deeper and troublesome meaningless drivel and/or random with an array of disparate sugges- underlying problems are raised. typing in open-ended response boxes. tions for nice-to-know questions Professional respondents. It is true that some online, open- that stray far from the core goals of Straightliners, speeders, non-commit- ended responses can be detailed and the project. Resist the urge to add ted respondents – we’ve seen them on-point. But the vast majority are
www.quirks.com January 2018 // Quirk’s Marketing Research Review 65 simplistic (“Why didn’t you like this ment dashboards (and sometimes, Bonus observation: Procurement concept?” Response: “Just didn’t like even management compensation) and If you’ve read this far, you deserve a it.”) or off-topic (“Why didn’t you like therefore become entrenched into little something extra: Procurement this ad?” Response: “Your company customer research. While these track- systems/agencies are the bane of the sucks.”). Trained interviewers know ers can be useful, there are a few service industry. to probe past those responses and/ important caveats. I don’t know enough about the or turn them back on track. Addi- Staleness over time. While use of procurement systems to tionally, real-time monitoring and changing the questions asked and speak to their value at saving costs verification assures that respondents metrics used to calculate scores every across commodities or consumable are focused on the topics being re- wave would defeat the entire pur- products. What I do know is that searched. Neither of these occur with pose of a tracking study, it is also they aren’t doing your company online research. not effective to leave them in place any favors when purchasing con- Difficult audiences are almost too long. If your company has one sultative services. The “one size fits impossible to reach online. Don’t (or more) of these trackers in place, everything” approach is ludicrous, be fooled that business-to-business chances are your products or services cumbersome, maddening and inef- audiences, moderate-to-low-incidence look significantly different now than ficient. Ever try to fit survey sample audiences and high-level decision they did when the tracker was origi- size options into a unit price table to makers can be reached cheaply nated. There may have been a few calculate total price? Doesn’t work. online, no matter what your panel changes along the way – a question Just imagine how hard it is to com- provider says. Another industry side added here or a wording change there municate a creative, non-traditional effect of professional online respon- – but most questions stay the same design via a mechanism that, by dents is that they very quickly figure for trending/consistency reasons and definition, forces every submission out how to fake their way past survey don’t necessarily reflect the current to look the same. I can’t imagine a screeners. Unless screeners are very product environment. scenario in which it is better to have carefully written by experienced Not the entire picture. Some- another layer inserted between both research vendors (and alas, even times, too much relevance is put on sides in an ongoing, working consul- sometimes then) these respondents the output from a deeply embedded tative relationship. Buying pencils? can suss out the correct path to gain tracking study and no one – least of Maybe. Trying to explain the various entry. And because these difficult/ all upper management – is question- components of a multiphase, dual- low-incidence audiences are also typi- ing what may be driving that (po- methodology research project? Nope, cally paid the highest online survey tentially watered-down) calculation. not even close. And of course, this incentives (either real cash or points Offsetting actions – a price decrease additional layer inserts procurement to be redeemed) there is greater around the same time customer people who have little to no research temptation to do so. Once again, service response times are increas- experience or expertise into what is trained professional interviewers, ing, for example – can produce the now a three-party collaboration. real-time monitoring and respondent same overall score but miss both We know our clients share some verification are all designed to weed sides of the changes in the market. of our frustration on this issue and out these fake respondents. If you aren’t spinning off ad hoc it is typically far removed from This is not to say that all online studies based upon the findings of their purview. Still, it is important research is bad. Rather, I’m suggest- your trackers, you a) aren’t using the to be aware that you may need to ing we tilt the scale back towards tracker to the fullest and/or b) you help your most trusted, creative and the center and encourage thoughtful need to update your tracking ques- loyal research vendors navigate this investigation of the research meth- tions to be more meaningful. obstacle in order to provide an ac- odology chosen, instead of blithely Like other company processes and curate, effective proposal. pushing ahead with an online panel/ procedures, tracking studies need to survey. The goal is always to be cost- evolve. Changes are made proactively Improve your research program effective but you can’t simply ignore to the product or service in order There you have it – the view from the second word in that term: Will to adapt to external forces/changes my seat. Remember, I present the chosen methodology be effective and tracking measurements/scores these from an authentic desire to and not just low-cost? must be transitioned as well. The improve your company’s research best research vendors are masters program. After all, the better your 10. Sticking with tracking studies at this transition. Tracking studies return from research efforts, the that are too long in the tooth can provide critical, ongoing data to more your company will commit to Most of our clients have some form help steer your company in the right research in the future. of long-term tracking studies in place direction but only if they can adapt for customer satisfaction, awareness, and change to accurately reflect your Michael Oilar is president of MDC market share, etc. Often, the results company’s needs right now – not Research, Portland, Ore. He can be reached at [email protected]. from these studies are boiled down the situation that existed when the into a couple of measurement scores study was conceived. that find their way onto manage-
66 Quirk’s Marketing Research Review // January 2018 www.quirks.com
snapshot
A compilation of practitioner tips and insights on everything from text analytics to semiotics.
••• best practices
With 2017 behind us, we thought it might be worth look- ing back at the past year’s worth of Quirk’s articles to 17 great ideas compile a selection of useful ideas on a wide range of topics. Readers have told us many times that they save their issues but if you’ve misplaced an edition and your Winterest is piqued by something you see below, zip over to from 2017 the online version for the full story. By the way, we welcome articles from outside sources, Observations from the past year of Quirk’s so if you’d like to contribute to Quirk’s in 2018, reach out to me at [email protected]. (Check out last month’s Trade Talk | By Joseph Rydholm column for more info on writing for us as well.) Of course, there are more than 17 ideas here, but you get the point. Without further ado, in chronological or- der, here they are!
Text analytics
Here are key steps to getting insights out of text analytics:
68 Quirk’s Marketing Research Review // January 2018 www.quirks.com quirks.com/articles/2018/20180107.aspx
• Develop a taxonomy. Set up key word groupings that Shopper insights are important to business strategy or core business competencies. We find that shoppers can usually remember the apps • Know the business and keep it simple. Don’t get too and Web sites they relied on most but being able to recall granular with the number of key groupings you are individual visits and correctly summing them is (quite un- analyzing. Too much detail will make it hard to compare derstandably) beyond the average person’s ability. This is and gain insights from the text. why we feel that, in creating a 21st-century purchase jour- • Leverage experienced personnel. Make sure the person ney story, remaining data-agnostic is essential. Surveys creating these key word groupings has a fundamental can illuminate big-picture activities and deliver insight understanding of the current and future strategies and and emotional color that illuminates both the what and core business competencies. the why people consult the resources they do or make the • Use closed-ended variables to know the context. Attach purchase decisions they finally put into action. This infor- as many useful variables to the verbatim comments as mation can now be supplemented with activity data from are available (for example, the day of week they inter- the shopper’s new weapon of choice, the smartphone; these acted with your business; the product they purchased; “digital lassos” basically act like extensions of consumers’ where they live; the price they paid; the NPS score) and own probing brains, allowing them to perform tasks and leverage these contextual variables to answer business provide answers in seconds – and revealing a great deal questions and drive insights. about how shoppers think from the footprints they leave.
“Scaling the data mountain – A practitioner’s guide to unlocking “Lightsabers and digital lassos – Curating the 21st century pur- insights from customer feedback” chase journey”
By Rick Kieser and Kellan Williams By Sarah Gleason and Christina Pate January 2017 February 2017 https://goo.gl/vzJ7if https://goo.gl/9F9yEu
Staffi ng your department Data analysis
[D]iversity of thought and experience are good things. Beware of big data. The underlying assumption of statisti- With the intense focus on Millennials and the gig economy, cal analysis is that you need to state in advance what you the client-side research community could benefit from a are looking for and define acceptable levels of statistical more relaxed or open-minded industry focus in its recruit- error. Throwing all data into an analytical potpourri, spin- ing. There are many ways to approach the same problems. ning the wheel to see what comes out and accepting that A researcher willing to try new things or work in new as insight violates this key assumption and leads to lots of environments should be an opportunity, not a threat. We Type 1 statistical errors, merging of varying types of data, should all try embracing these alternate industry research- combining data of varying quality and confusing correla- ers or career-changers. They will inevitably have new ways tion with causation. It also leads to the erroneous applica- of looking at your corporate world and the research issues tion of group data to individuals. Big data may be useful you’re facing. When you consider how things are done in for generating hypotheses and ideas for further analysis different industries or research fields, the potential to in- (that then lead to properly conducted analysis) but it’s not novate methodologically skyrockets. all it’s made out to be in terms of generating conclusive insights. Big data has its place but beware of claims that “Research is research, right? – Why you should cast a wider net overstep what that place is. when staffing your insights department” “40 years, 40 lessons learned – Advice from a veteran researcher” By Eric Whipkey February 2017 By Doug Berdie https://goo.gl/zPAMmy February 2017 https://goo.gl/J3QY4H www.quirks.com January 2018 // Quirk’s Marketing Research Review 69 Health care research • Integrate report platforms with Millennials action (planning, implementing, tracking). To better understand organized • Provide drill-down/supplemental Overall, Millennials connect with [health care] customers, diff erent data to clarify action requirements. brands and allow social media to types of secondary data sources must • Conduct periodic action sessions to influence their purchase decisions be integrated and analyzed to develop update plans, realign actions. much more than other generations. key insights. These data types include They’re also more likely to potential- usage volume, affi liations, customer “Many paths to the same goal – Strate- ly influence others’ purchase deci- profi le data, payer/plan information gies for optimizing B2B survey research” sions by sharing their experiences on and organizational structure data. social media. Older Millennials are Tying these together, insights profes- By Doug Berdie slightly more involved than younger sionals can peer into organizations April 2017 Millennials in connecting/sharing to better understand how they make https://goo.gl/ZQ1uEh brand experiences. Females are more decisions as well as the prescribing likely than males in all generations behaviors and number of in-network except younger Millennials to agree specialists in the network – informa- Pricing research that “Social media connects me with tion that will give manufacturers’ the brands I love.” In addition, across sales reps critical insights before they A brand risks losing sales when a all age categories, females are signifi- even walk through the door. Are reps price is raised and when that price cantly more likely to take advantage visiting an account that uses and loves crosses a certain threshold. This of perks or deals offered by brands on the product or is this account putting psychological barrier is why many social media. up barriers? Does this account have brands price at $1.99 rather than eff ective prescribing controls in place? $2.00. This is relatively straightfor- “Going (digital) native – Exploring Mil- Secondary data sources will help an- ward and intuitive to marketers. lennials’ social media use” swer those questions. However, it is easy to overlook the context of competitive pricing. There By Aron Levin and Brian Lamar “Working toward a healthy prognosis – is absolute price and then there is May 2017 Reshaping primary marketing research for your price compared to your competi- https://goo.gl/RHfsCw the evolving health care landscape” tors’; the difference is the “gap.” No brand exists in a vacuum. In By Amy Marta order for it to make sense for the March 2017 retailer to execute a strategy, one has Qualitative research https://goo.gl/nihb9y to consider the entire category, not just a single brand alone. If a brand Recognize what’s going on inside is considering implementing a new yourself as you listen. What assump- B2B research strategy, it must consider the impact tions, biases or prejudices do you that it leaves on the overall category. have before you begin the research? Techniques to ensure insightful B2B For example, increasing the price of What are you carrying into the re- reporting: a top seller might drive margin while search environment? These powerful • Use a series of interaction roll-up sacrifi cing some unit sales. Increasing words of advice were offered by the reports to help managers at all price too much might actually lead to social worker, nurse, clinician and levels. fewer consumers even walking down storyteller. These professionals often • Provide individual sales rep reports the aisle, hurting sales for the entire deal with people in times of crisis to profile key B2B customers and category. Before implementing a strat- and pain. Whether the research rep performance. egy, take a step back and consider the topic is likely to be a sensitive one, • Build action into reporting sites potential side eff ects. e.g., women who experience urinary by integrating initiatives/respon- incontinence, or a less intimate one, sibilities. “Take charge of the fourth P – Why e.g., experiences in casual dining • Present major themes, keeping de- marketing should own pricing” restaurants, I find it’s worth taking tails in a supporting, as-needed role. time in advance of the research to By Oskar Toerneld and Robin de Rooij download my own and my clients’ Techniques to turn B2B data into ac- April 2017 incoming expectations. Acknowledg- tion: https://goo.gl/UgiQBp ing and capturing these comments • Obtain buy-in from stakeholders and emotions helps free up our abil- before data collection proceeds. ity to listen. Although, as the sto- • Conduct sessions to clarify process ryteller I spoke with emphatically ties, ownership. stated, while there is no such thing • Use ongoing scorecards to keep as “objective” listening, becoming excitement up. aware of and taking responsibil-
70 Quirk’s Marketing Research Review // January 2018 www.quirks.com ity for our internal prejudices and If you’re an independent consul- “Think like a respondent – How to follow beliefs certainly helps. tant or don’t have ready access to consumer research’s golden rule” colleagues for any other reason, strike “Listening as an act of love – 12 consid- a deal with a few trusted professional By Sarah Faulkner erations from professional listeners” contacts to do a “feedback exchange” May 2017 for questionnaires, guides, etc., https://goo.gl/45CeJs By Laurie Tema-Lyn where you review each other’s materi- May 2017 als on a regular basis. The confidenti- https://goo.gl/2uMjtL ality caution applies here too – either Ad research put a confidentiality agreement in place or strip out client-identifying For marketers, understanding the in- Respondent details and confidential stimuli. teraction between the brain’s memory cooperation The purpose of this type of and the mirror systems may become feedback is to get another expert central to decoding how advertising researcher’s opinion and to overcome really works in the brain. When we Request peer-reviews of your ques- any knowledge bias you may have. watch someone in a television com- tionnaires and discussion guides. If For example, if you’ve worked in the mercial enjoy a bowl of cereal, wash you’re on the client side, exchange health care industry long enough, their hair, drive a car or touch an surveys with colleagues for feed- you’ve almost certainly picked up iPhone screen, it engages our mirror back, especially those outside your terminology and classifications from systems and we mentally rehearse do- business unit/category if possible. the professional or provider side that ing the same thing – it’s called virtual On the supply side, you can also get may not be transparent or make sense consumption. feedback from co-workers but just to consumers in survey or discussion Interestingly, when remembering, be mindful of confidentiality if you guide questions. Having someone the human brain does not distin- go outside the client team. To do with research expertise outside your guish between real brand experiences that, you can use an in-market ad own industry can help make sure and virtual experiences. Because of or package instead of the test one as questions and response options are this, virtual consumption memory (a stimuli and, if necessary, remove any worded in layperson language. memory created by watching an expe- proprietary client questions. rience) may become a false memory.
www.quirks.com January 2018 // Quirk’s Marketing Research Review 71 Understanding how this Matrix-like Best practices Financial services phenomenon works is an active area of research study and is likely to be- come even more important with the At the beginning of any research Understanding how to optimize the influx of mass-market virtual reality study quickly check to make sure omnichannel experience for the virtual and augmented reality technologies. the corporate and research assump- customer, via the use of chatbots and tions align with how the consumer other digital help for example, is criti- “A memorable impression – How to cre- is seeing the world. Verify every- cal. Yet that warm customer voice or ate brand memories in advertising” thing, even down to words and handshake may be necessary to make phrases. One common misstep is the experience work. That’s especially By Charles Young when generic terms can mean dif- true for the customer who has spent June 2017 ferent things to the corporate client several minutes doing a seemingly https://goo.gl/nKcZaX and the consumer. simple task only to hit a brick wall! Good communication is quite In short, make it easy. Functional, difficult and without constant fast apps with great interfaces will Ad research vigilance, words and phrases fly help forge that connection if they by and both parties involved in the allow customers to accomplish what One might ask how consumers, interaction are disconnected from they want with minimal disruptions. though not trained in semiotics, each other’s intent. It’s good to stop can detect ambiguity in a market- for ambiguous words and clarify “A satisfying transaction – Why finan- ing campaign. In the same man- meaning. cial services firms must forge connections in ner that humans learn language by We do a lot of work in the finan- a virtual world” repeated exposure to the language in cial services industry. Even though daily life, consumers learn the codes financial services is a term that By Tony Smith structuring meaning in a category by most of us hear and use frequently, July 2017 means of routine, lifelong experience the majority of consumers in our https://goo.gl/eubM3H reading packaging, advertising and research studies use an incomplete merchandising in the quest to satisfy definition. Most only think that their needs. Packaging codes guide term refers to banking services and Customer experience consumers through their choices at forget to include insurance products. the point of purchase because they So if you don’t make sure every- “To design a great chatbot experience structure consistent expectations one is defining the term the same is essentially to engineer a conversa- about the value and cultural position- way, you end up where there are tion – and that is much more diffi cult ing of the product inside. Shoppers major differences in what you think than one might guess. In a recent study, have learned from experience to you are talking about. So how do we the French train service Voyages-sncf. identify processed snacks on the shelf clarify? Quickly at the beginning of com sought to create a chatbot that by the bold colors and hyperbolic a study ask everyone to write down would help travelers buy tickets and get language on packaging. They also rec- their definition of the term and information – essentially providing the ognize contrasts between processed then ask what they wrote. If it’s same interactions that a human ticket- and natural snacks, with their earth different from the definition that ing agent would. But the train company tones and realistic claims. These needs to be used, then clarify, e.g., quickly learned that basing its bot’s codes define a kind of shorthand for “For this conversation we are defin- actual word choices and dialogue strat- consumers, enabling them to sort ing financial services as including egy on the conversations people have through the supermarket aisle with both banking and insurance ser- with fl esh-and-blood ticket sellers was a quick sweep of the eyes down the vices.” It’s also helpful to say things a huge mistake. Without the context of supermarket aisle. back to make sure you’re receiving the train station, the waiting line, eye the message correctly. contact, physical gestures and a host of “Signs of confusion – Using semiotics to other factors, the digital interactions understand consumer responses to advertis- “Finding focus – Why clarity and effec- were completely diff erent. For example, ing” tive communication are so important to MR” you would never get to the front of a ticketing line and say, “I’m here to buy By Laura Oswald By Susan Fader and John Boyd train tickets” but you might well start a June 2017 July 2017 chatbot conversation that way. https://goo.gl/7kyZjC https://goo.gl/yVTnBM “Talking back to the bots – Defining the UX of AI in FS”
By Keith Bossey and Gavin Lew July 2017 https://goo.gl/pae2L2
72 Quirk’s Marketing Research Review // January 2018 www.quirks.com Health care research Health care research meant literally the addition of a single sentence explanation about designing something specifi cally for people like The patient disconnect around medica- The pharma and device companies them, respondents started over-par- tion starts early. So how can HCPs usually want their participation to ticipating. We only needed an hour of ensure instructions are really getting be blinded to avoid bias but we often time across a few days and people were through to patients? Here, marketers over-obscure everything to make sure doubling and tripling that. The study can address gaps related to overall that happens. One of the best uses of was a success because of the way it was health management by providing edu- mobile phone-based research I have presented. cational follow-up materials. They can seen, and this is going back to the Takeaway: Treat your respondents also build awareness for materials and infancy of mobile research, was with like partners and their dedication programs outlining steps for proper arthritis patients, specifi cally those soars. medication use and the benefi ts of with arthritis in their hands. What a doing so. Doing this takes the pressure terrible mix of methodology and audi- “Keep the focus on them – Strategies for off both sides and can lead to higher ence, asking people who often cannot dealing with difficult patients in health care satisfaction among patients with doc- grip a toothbrush to do exercises on a research” tor visits. tiny phone, right? That was actually the reason for the research. The app By Bj Kirschner “There’s a disconnect here – Adherence being designed was targeted at people December 2017 study finds gaps in doctor-patient communi- who have manual dexterity issues as https://goo.gl/2V91HF cation” a way to track how they could input information comfortably. However, By Jonathan Weiser the respondents were not told this October 2017 up front and the recruiting refus- https://goo.gl/1vHksY als piled up faster than the grumpy respondents who did agree and barely did the required activities. When it was decided to tell potential respon- dents the point of the study, which
www.quirks.com January 2018 // Quirk’s Marketing Research Review 73 ••• pricing research Looking for the sweet spot Using quantitative research techniques to optimize pricing strategies
| By Tom Rigby
snapshot Among all of the stages in the product development process, setting the price is arguably one of the most important. This decision has implications across departments and business functions and typically exerts a signifi cant infl uence over consumers’ purchase intentions. Tom Rigby looks at Ultimately, the powers that be need to select a price that is high enough to protect their three methods for margins but not so high that it scuttles demand and renders any marketing campaigns futile. This challenge is true for products already on the market but it becomes a particu- examining price Alar point of contention when new products are being launched and for which there is no and its impact on historical pricing or in some cases, no competitive brands to use as benchmarks. Fortunately, a variety of quantitative research techniques exist that can help clarify a consumers’ purchase product’s optimal price point. In this article, I will elaborate on three such techniques, ex- intentions. plain how to apply each one and point out their respective advantages and disadvantages. The Gabor-Granger technique Developed in the 1960s by economists André Gabor and Clive Granger, this technique gives researchers a simple way to test various price points and to calculate the price elasticity of demand. The process begins by showing respondents a description of a product as well as a proposed price and then asking them how likely they would be to buy the product at that price. Deciding which price point to show fi rst is up to the researcher but options include: the middle price, the current retail price or selecting at random. For the purposes of this example, I have decided to begin with the middle price of fi ve options (Figure 1). If, at this step, the respondent indicates a positive response (“definitely would” or “probably would”), they are shown the product again but now with a higher price and then asked for their purchase intent once more. This higher price can be chosen at random or pre-set. If, however, the respondent indicates a neutral or negative response at the fi rst price
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feel satisfied with their conclusions and provide their recommendations. However, the Gabor-Granger tech- nique has another important ap- plication that often gets overlooked: the ability to calculate the category’s price elasticity of demand. This met- ric measures the responsiveness of demand to changes in price and dem- onstrates the implications of lowering or raising prices in the category. To determine the category’s overall price elasticity of demand, we must first calculate the elasticity between each price point (Figure 5). Going back to our previous ex- ample, we can see that decreasing the price by 20 percent (from $10.00 to $8.00) increased demand by 30 points (from 10 percent to 40 percent). This yields an elasticity of -1.5 (30/-20). By repeating this calculation between each of the other price points and then taking the average of all four results, we obtain the overall category elasticity of -0.7 (Figure 6). This sug- gests that the category is relatively inelastic and that for every percent- age-point drop in price, demand could be expected to increase by 0.7 of a percentage point. With these results, the decision makers can make more informed sales projections when ad- justing prices, like during periods of sales and promotions. As is the case with most research techniques, the Gabor-Granger ap- proach has both advantages and disadvantages. On the positive side, it is most celebrated for its simplic- ity and convenience. With just five point (“might or might not,” “probably price). Overlaying these two graphs questions, this technique provides would not” or “defi nitely would not”) highlights the price/demand combina- compelling evidence of which price the process then works in reverse. tion that will lead to the highest aver- point is best and also clarifies the re- That is to say, the respondent is shown age revenue per respondent. lationship between price and demand a lower price and asked again for their For example, in Figure 2, we see in any given category. purchase intention. that 40 percent of respondents are However, the disadvantages of This pattern is repeated multiple likely to buy the product at a price of this technique are twofold. Firstly, times until the highest price point a $8.00. This translates to an average it does not ask the respondent to respondent is willing to pay has been revenue per respondent of $3.20 (40 trade-off price for other product at- established. Once the data has been percent times $8.00; see Figure 3). tributes and, in doing so, ignores the compiled, it is graphically represented After performing this calculation at many variables that could influence as the demand curve (i.e., the percent- each of the other price points and plot- purchase intention (for example, age of respondents who indicated a ting the revenue curve, $3.20 proves available budget, competitive pric- positive purchase intention at each to be the highest average revenue per ing, brand affinity, etc.). The other price point). These results are then respondent and, therefore, we have main criticism of this technique is used to also calculate the revenue a clear indication that retailing the that it uses a sequential ordering of curve (i.e., the percentage of respon- product at $8.00 is the best option of questions. If the respondent is quick dents who would purchase the product the ones tested (see Figure 4). to catch on that a positive purchase at each price point multiplied by that At this point, a researcher might intention leads to a higher price and
76 Quirk’s Marketing Research Review // January 2018 www.quirks.com a negative purchase intention leads to a lower price, there is some potential for bias in their response options. Consumers are, after all, typically motivated to pay the lowest price. Due to these advantages and dis- advantages, researchers often use an alternative technique that retains the best of the Gabor-Granger approach while mitigating its potential for bias: monadic price testing.
Monadic price testing From the respondent’s perspective, taking part in a monadic price test- ing exercise seems very simple and straightforward. They are shown a product description and a price and are asked how likely they would be to buy the product at that price. However, unbeknownst to the re- spondent, behind the scenes of this technique there is a more sophisti- cated analysis at work. When employing a monadic price- testing approach, the overall sample of respondents is in fact divided into various groups of an equal size, with respondents being randomly assigned to each one. For a new product, there will be as many groups as there are prices to test. For a product already on the market, there will be one group that is exposed to the current price and then one additional group for each new price point that is to be tested. The key to this technique is that while each group is asked the same question, they are each exposed to a different price point (Figure 7). At no point in the study are respon- dents aware that other prices are be- the potential for respondents to be this technique is almost always more ing considered and it is this feature biased by the fact that their answers expensive to run than Gabor-Granger. that helps mitigate any concerns of dictate whether they see a higher or Another point to consider with this influence or bias. lower price option. Another advantage technique, as well as Gabor-Granger, Once the survey has been launched is that this technique is even more is that both only test consumers’ and the data is compiled, the re- convenient as it requires each respon- reactions to prices that have been searcher compares results between dent to only complete one question. provided. As with any aided question the groups in order to determine how There is, however, one downside to this requires certain assumptions on a change in price aff ected demand. this approach and that is its neces- the part of the researcher and leaves The same process that was used to plot sity for larger sample sizes. For this no room to understand consumers’ the demand and revenue curves in approach to be properly executed, spontaneous perceptions of value and the Gabor-Granger technique can be each price point needs to be tested by price. For this, we must employ an applied to the outputs of the monadic a separate group of respondents. So alternative approach: the Van Westen- test and the price elasticity of demand if, for example, 10 price points were dorp price sensitivity meter. is once again easily determined. going to be tested, a sample of 1,000 As mentioned previously, the main would likely be needed in order to The Van Westendorp technique advantage of this approach is that result in a suffi ciently robust sample Introduced in 1976, Dutch economist it produces the same results as the of 100 respondents per group. Requir- Peter Van Westendorp developed his Gabor-Granger technique but without ing this larger sample size means that eponymous technique in order to www.quirks.com January 2018 // Quirk’s Marketing Research Review 77 curves. At this point, an equal num- ber of respondents think that the price is too high as think it is too cheap. Based on this equal trade-off, this price is typically considered to be the best option to move forward with. In our example, taken from a study on a brand of computers, that optimal price point would be about $950. However, rather than providing one specific number, the researcher can also advise on an appropriate range. This range extends on the lower end from the intersection of the “getting expensive” curve and the “too cheap” curve. The upper end would be the point of intersection between the “too expensive” curve and the “bargain” curve. In theory, these lines set the upper and lower limits for optimal pricing and if the client chooses not to go with the optimal price point (either because they think it is too high or not high enough) they can instead select an- other price within the optimal range. The main advantage of the Van Westendorp technique is that all of the responses are obtained via con- sumers’ own input and thus this ap- proach clarifies existing perceptions. There is, however, some debate as to whether this technique is appropri- ate in all categories. For example, one major tenet of the Van Westendorp technique is that there is a point at which the price is so low that it would affect perceptions of quality: “too cheap.” While this may be true in high-involvement categories like automobiles or medical procedures, some question whether it is also true in low-involvement categories (like paper towels or toothbrushes). If there is in fact no price that is “too determine a product’s optimal price would still consider it? cheap” for consumers, the approach point without forcing respondents to • At what price would you think this loses its relevance. This being said, on react to predetermined options. More product is a bargain – good value for an overall basis, most practitioners specifi cally, the Van Westendorp ap- the amount being charged? tend to think of this technique as be- proach works by asking respondents ing a mainstay of pricing research. four open-ended questions: The results are then combined to form a graph with four curves, one for Diffi cult to know which one is • At what price would you think this each question. A variety of conclusions best product is too expensive to consider? can be drawn from the graph but the With the above options at every re- • At what price would you think this two most important are the “optimal searcher’s disposal, it can sometimes product is so inexpensive that you price point” and the “optimal price be difficult to know which is the would question its quality and not range” (Figure 8). best one to recommend to clients. In consider it? The optimal price point is the my practice, when budget permits, I • At what price would you think this point of intersection between the advise my clients to begin the survey product is getting expensive but you “too expensive” and the “too cheap” with a Van Westendorp analysis and
78 Quirk’s Marketing Research Review // January 2018 www.quirks.com follow it up with a monadic test. should be used. In the latter, the Van This ensures that we obtain a clear Westendorp approach should be used. understanding of consumers’ spon- taneous perceptions on price and Leaving money on the table quality in the category but that we For all of the time and effort spent also have the opportunity to directly crafting ad campaigns designed to in- test purchase intentions at the prices crease demand, there often seems to that my client is considering. This be a lack of market research behind combined approach allows us to the pricing strategy. As shown in this cover all the bases and also demon- article, with just a few short survey strates the size of the gap that exists questions, many brand managers may between the highest price that my find that they are in fact leaving con- client wants to charge and what con- siderable amounts of money on the sumers spontaneously demonstrate to table or that by making just a small be the optimal price. The larger the reduction in price, they could gener- gap, the more my client will need to ate a big gain in demand. With all of reconsider their decisions. these potential benefits, the question If, however, budget does not may not be whether you should incor- permit the use of both techniques, porate pricing research but whether the decision usually comes down to you can afford not to. whether the client has a clear idea of potential prices or whether they Tom Rigby is founding partner at are more flexible and curious to see Callosum Marketing Inc., a Montreal research firm. He can be reached at tom. how respondents feel spontaneously. [email protected]. In the former case, a monadic test www.quirks.com January 2018 // Quirk’s Marketing Research Review 79 ••• naming research There’s a lot on the line Tips on fi nding that perfect product name
| By Jerry Thomas
snapshot That great new product is ready to go. Concept test results are positive. In-home usage tests of the product are positive. The package design looks great. Oops! Wait a minute: What are we going to call this new product? What is its name to be? Jerry Thomas gives This would seem like a very simple problem to solve. Do a little ideation to come up an overview of the with 50 or 100 names and then screen those names for the best candidates; that is, show those 50 or 100 names to consumers and ask them to pick the winners. Slam dunk. Problem naming process and Tsolved. A new name is found. how to navigate it. But hold on. It’s not that simple and it’s not that fast. There are barriers and obstacles we must surmount.
Legal barriers There’s the “little” obstacle of getting the names past the lawyers. The legal barriers can seem formidable at times. All of the winning names seem to be spoken for, according to the lawyers. This is where good lawyers become extremely valuable. Perhaps the other claims to the winning names are for product categories not directly competitive to your new product or perhaps the winning names can be purchased at reasonable prices. Maybe your company is willing to roll the dice and use the name, even though its legal status is a bit risky. Generally, your lawyers will not be very interested in doing legal research on 50 to 100 names, so the legal research is often reserved for the fi ve to 10 names that score highest in the name-screening research mentioned above. Regardless of when the legal research is conducted, it is an important step in arriving at a new name that you can actually use.
Human bias barriers Another barrier to choosing good names is human biases. The average person tends to react most favorably to names that sound or seem familiar or remind her of something familiar
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(we call this the status quo bias or other measures. Why would anyone familiarity bias). Names that are more want to burden a new product with a descriptive, more explanatory or more disliked name? We recommend using commonplace tend to be favored by “liking” as the first sorting exercise. consumers. The average person tends Only the “dislike” (or “don’t like”) to be very literal in reacting to names names would be removed from the – without considering metaphor, consideration set. Name-sorting of allegory, allusion or symbolism. Col- this type is easily accomplished in lectively, these status quo tendencies online surveys. are likely to infl uence consumers to choose a prosaic name for your excit- Name communication ing, new product. We’ll come back to After completing the sort, the number this subject later. of names will probably be reduced from 50 to 100 down to 20 to 30 names Lack-of-context barriers (give or take). Each of these liked The other major barrier to consum- names is then evaluated on what the ers choosing a good name is lack of name suggests or communicates. The context. The participants in the name- communication measures should tie screening test don’t know anything back to the naming objectives for the about your new product so you must new product. explain what the new product is before Oh, forgot to mention this: When asking anyone to select names. Nor- conjuring up all the possible names for mally, this is done with a rough ad or a the new product, those names should concept board or with an explanatory have been generated to achieve a set of video. This concept will have a picture naming objectives. For example, if the of the product, explain its character- new product were a pickup truck, then istics and properties, discuss how the the naming objectives might be: product is used and perhaps list some of its strengths and advantages. Rarely • The name suggests rugged, tough would a price be included in this con- and durable truck. cept. The concept would be presented • The name suggests masculinity. to respondents during the survey, just • The name suggests power and per- before the names are shown. formance. So, we are aware of the barriers and are now ready to push ahead with The liked names would be sorted the name testing. again, three times. The fi rst time would measure communication of The name-reduction sort “rugged, tough and durable,” the With 50 to 100 names, the fi rst task second time would measure communi- is quickly reducing the number of cation of “masculinity” and the third name possibilities for the product or time would measure communication of service described in the ad or concept. “power and performance.” It is best to do this with a card sort. Names that were liked and The list of possible names is shown achieved some of the communication in randomized order. As each name is objectives could then go through ad- shown, participants are asked to sort ditional screening criteria, such as: the names into buckets, such as the “like” bucket or the “dislike” bucket, or • Does the name remind respondents perhaps “like very much,” “like some- of the name of some other vehicle? what” or “don’t like.” • Does the name remind participants Regardless of the number of buck- of some other brand or product? ets, the goal is to reduce the number • Does the name have any obscene or of name possibilities quickly. One negative connotations? could argue that “liking” may not be • Would the name be easy to remem- the best way to reduce the number ber? of names. It is possible that utilizing • Would the name be easy to pro- degrees of “not liking” would screen nounce? out some good names. The counter- • Would the name be easy to spell? argument is that the final name • Does the name fi t or go with a should be liked, regardless of any pickup truck?
82 Quirk’s Marketing Research Review // January 2018 www.quirks.com All of these ratings and questions decision. The name has to fit the will go more smoothly, more swiftly might make the survey too long, strategy and the human vision that and more efficiently. Oppositely, a especially if the number of liked defines its destiny. bad name can reduce advertising names is high. Where survey length Remember that any name chosen, effectiveness, create image problems might be an issue, the number of especially if it is heavily advertised, and barriers to trial or consideration names evaluated in detail could be will over time begin to acquire what and actually inhibit the success of limited to 10 to 15 randomly chosen the legal system calls secondary that new pickup truck. names, using an incomplete block meaning. That is, as a name is used, research design. The goal would be to the very definition and meaning of Jerry Thomas is president and chief have at least 200 participants evalu- that name changes in the minds of executive of Decision Analyst, an Arlington, Texas, research firm. He can be ating each of the liked names. the target audience. Starting with a reached at [email protected]. good name means that the whole pro- The scoring model cess of creating secondary meaning The winning names (and the goal is multiple winners, since the names still have to go through legal review) are chosen via a scoring model. You have to decide how much weight to give to each of the questions/ratings to build a scoring algorithm. Once you decide upon the weights, it is then easy to construct a model to score the names and choose the winners.
The fi nal evaluation If the name is really important (let’s say the automotive manufacturer is going to spend $100 million in adver- tising to introduce the new pickup truck), then the five top names that survived legal review might go into a final evaluation phase. In this final evaluation, each name would be put into the form of a rough ad, commercial, concept or video. Each name would also be surrounded with the words, themes, music, colors and imagery that reinforced and sup- ported the name. Each of these ads, concepts or vid- eos would be tested monadically. That is, each respondent would see only one ad or one concept, so the respondents would not know that the name is a part of the test. Reactions to the fi ve ads or concepts would reveal if any of the names provided lift to interest in visiting a dealer to test-drive the new truck. Since the participant doesn’t know what we are testing, the role of human biases tends to be minimized and we get a more accurate measure of each brand name’s true value.
Human judgment Keep in mind that human judgment and human vision are important in choosing the final name. The research results should inform the decision- making but should not make the final www.quirks.com January 2018 // Quirk’s Marketing Research Review 83 17 Top Mystery Shopping Companies SPECIAL ADVERTISING SECTION
••• special advertising section 17 TOP MYSTERY SHOPPING COMPANIES
There are many ways to gain feedback on your products and services, including the popular method known as mystery shopping. Mystery shopping consists of hiring or contracting individuals to pose as a customer to gain feedback on things like customer Ann Michaels Ltd. service, employee engagement or store performance. Founded 1998 | 11 employees Kathy Doering, CEO To ensure you will get the most out of mystery shopping, it’s important to fi nd the right mystery shopping provider. These Customer experi- companies can help recruit unbiased shoppers who can conduct ence management assignments in-store, over the phone or online and provide fast and firm assisting cli- valuable insights for any type of industry, including restaurants, ents with customer loyalty, consumer retail and fi nancial services. Whether you want to test how well online sentiment your employees have mastered their training or customer service, analysis, competi- measure the performance of your store, product or brand or see tive intelligence, how your competitors are faring, these companies can give you brand awareness, customer satisfaction the tools and shoppers you need to gain valuable insight. Contact and customer experience measure- ment. Today’s consumer has higher these companies to fi nd out how they can help you with your expectations, a larger reach and a mystery shopping needs. louder voice. Keeping up with it all can be challenging even for the most cus- tomer-centric company. That’s where we come in. Our customer experience measurement programs allow us to lis- ten, engage and monitor the customer experience across all channels. Phone 866-703-8238 quirks.com/articles/2018/20180133.aspx www.annmichaelsltd.com
84 Quirk’s Marketing Research Review // January 2018 www.quirks.com 17 Top Mystery Shopping Companies SPECIAL ADVERTISING SECTION
customer experience research, data and analytics for companies world- wide. BARE has built a reputation on innovation, ethics and seamless client service management. Every business challenge is unique, so each solution BARE International offers is custom- proven success in increasing customer ized to meet specific needs, providing satisfaction levels. We provide com- actionable feedback to help companies prehensive, actionable data that al- make critical business decisions. BARE’s lows you to see your business as your extensive field force and dedicated proj- Anonymous Insights Inc. customers see it. This information ect teams give each client the attention provides you with the tools to develop deserved and an infrastructure span- employee behavior through reward/ Founded 1996 | Over 400,000 independent ning the globe, providing the resources contractors worldwide recognition and coaching/training needed to understand and enhance Patti Lengel, President and Co-Founder programs. The result is increased customers’ experiences. customer loyalty and revenues. Phone 800-296-6699 Phone 844-WOWFACTOR www.bareinternational.com www.a-insights.com
What’s your “WOW” factor? Are you Winning customer loyalty through Operational excellence and World-class service? Anonymous BARE International Insights can help you improve cus- Founded 1987 | 302 employees tomer experience by utilizing mystery Dale Bare, CEO; Mike Bare, President shops, satisfaction surveys, audits, exit interviews and competitive shops to determine how well you are meet- BARE International is a family-owned ing the needs of your customers. We business celebrating 30 years lead- offer industry-related experience, ing the customer experience research a worldwide network of shoppers, industry, setting the standard as state-of-the-art technology and the largest independent provider of
www.quirks.com January 2018 // Quirk’s Marketing Research Review 85 17 Top Mystery Shopping Companies SPECIAL ADVERTISING SECTION
BestMark Founded in 1986 | 200+ employees Meredith Harper, Main Client Contact Confero Inc. Founded 1986 | 48 employees DSG For 32+ years, BestMark has been a Elaine Buxton, CEO customer experience feedback pioneer Founded 1981 | 25-50 employees and innovator and has continued to Butch Nievera, CEO; Jennifer Mason, Main fine-tune our proprietary processes Confero’s custom- Client Contact and approach. Today, in the era of ized solutions digitization and emergence of cogni- measure, moni- tive science, BestMark remains agile tor and report on in helping companies achieve indi- employee per- vidualized, precise real-time insights formance, brand and actionable feedback through the presentation, integration of multichannel customer customer experi- experiences. We apply exclusive ence, user experi- methodologies to anticipate mar- ence and compli- ketplace changes and make needed ance. The firm DSG is a leader in mystery shopping course corrections, which allows our has 32 years of experience in mystery and field services for a broad range of clients to stay on the cutting edge. shopping, with deep experience with businesses. If you need information Services include: mystery shopping, complex omnichannel fielding, data about what happens between your mobile surveys, competitive intel- integration, brand representation at company and your customer, DSG can ligence, auditing, customer satisfac- retail and on-the-spot rewards incen- help design and execute a program to tion, VOC, text analytics, reputation tives programs. Confero was recognized collect it. DSG offers the capability and management, benchmarking and with a Stevie Award for Customer capacity to work as a partner in creat- more. Fast facts: 15+ million evalua- Service Consulting Practice of the ing and managing programs for clients tions completed – 600,000+ field reps Year and is WBENC-certified. Our CEO who demand integrity, reliability and – mobile and Web surveying – 24/7 Elaine Buxton has served as president responsiveness. The higher standards analytics and reporting. of the Mystery Shopping Providers clients have for programs, the more Phone 952-922-2205 Association. Confero offers mystery they appreciate our unique perspective www.bestmark.com shopping services on-site, on the Web, and commitment. on mobile devices and using recorded Phone 818-966-3950 telephone calls. www.dsgai.com Phone 800-326-3880 www.conferoinc.com
IntelliShop Founded 1999 | 186 employees Ron Welty, CEO
IntelliShop partners with clients and research firms to deliver customer expe- rience research solutions for every touch- point. For research firms, whitelisting our services and Web portal (InSite™) allows you to maintain your brand pres- ence with your clients. Our panel of more
86 Quirk’s Marketing Research Review // January 2018 www.quirks.com 17 Top Mystery Shopping Companies SPECIAL ADVERTISING SECTION
evaluations conducted with integrity and discretion. We create custom- ized customer Market Analytics satisfaction programs International Inc. recognizing Founded 2002 | 50+ employees and consultants your company’s than 1 million shoppers can reach any Michele McKenna, CEO unique assessment needs. All with our geographic location quickly and ef- guarantee: Every report will provide Market Analytics’ ficiently for a variety of projects. We useful information for your company mystery shop- combine the most innovative Web-based – or we reshop it for you. The power- ping capabilities intelligence and analytics platform with ful data obtained from our programs, include B2C, our team of exceptional people to provide along with our training services, cre- B2B and a wide you with a level of expertise and extreme ates solutions to your customer service range of indus- service that is unmatched. and employee motivation needs. tries globally. Phone 419-872-5103 Through offices Phone 610-942-7030 www.intelli-shop.com www.marketviewpoint.com in the U.S. and Asia, we cover the world with thousands of shoppers. Our programs include in-person, phone and online shopping and inquiries. Market Analytics’ shoppers cover a wide range MaritzCX of demographics, diverse multicultural Quality Assessment Founded 1973 | 824 employees globally backgrounds and native speakers of Mike Sinoway, CEO foreign languages. Our programs focus Mystery Shoppers Inc. on measuring customer experiences Founded 1984 and service levels, benchmarking and Mary Furrie, CEO MaritzCX has analyzing competitors, evaluating staff Great cus- been manag- performance and ensuring compliance tomer service ing mystery to standards and regulations. Our clients is an art, not a shopping gain actionable insights that drive posi- given! Quality programs for tive change within their organizations. Assessments over 35 years. Phone 201-556-1188 Mystery Our approach to www.marketanalytics.com Shoppers has mystery shop- been a national ping means our provider of loca- clients receive tion and call center mystery shopping near real-time services for all industries for over 25 insights on the execution of their years. We help our clients think about brand, operating standards and CX what is important to their customers programs across all customer channels. and then make sure those things are We have vertically integrated all opera- Market Viewpoint consistent everywhere and all the time. tions in-house to offer the best in high- Founded 1996 Our tailored mystery shopping programs tech efficiencies without giving up the Angela Megasko, CEO and Owner are guaranteed to promote excellent high-touch human element that allows It’s no secret: customer retention is the service that your customers will prefer us to focus on people. MaritzCX man- key to higher levels of profitability. To for generations to come. From program ages a national network of over 100,000 gain and retain customers, your cus- design to back-end analytical online mystery shoppers who can be quickly tomers must have positive, memorable tools, our team can ensure you receive deployed to ensure your brand’s prom- experiences – every time they interact high online reviews! We believe great ise and standards are delivered on a with your company or staff. For over 20 customer service is an art! consistent basis. years, Market Viewpoint has provided Phone 800-580-2500 Phone 913-234-3875 clients with honest mystery shopping www.qams.com maritzcx.com/what-we-do/mystery-shopping
www.quirks.com January 2018 // Quirk’s Marketing Research Review 87 17 Top Mystery Shopping Companies SPECIAL ADVERTISING SECTION
Second To None Secret Shopper Founded 1990 | 50 employees Founded 1989 | 65 employees Paul F. Ryan, CEO Jeff Hall, CEO
Secret Shopper® has been focused on evaluating client-customer The Sentry Marketing engagement online, over the Group LLC phone and in Founded 2005 | 13 employees person since 1990. David Agius, CEO As a full-service mystery shopping Second To None is a leading customer company, we offer a range of custom- experience research agency, special- izable tools and training services. An izing in omnichannel mystery shop- in-house social media team increases ping, voice of the customer surveys, brand recognition and following across compliance audits and social media platforms. Our audit systems evaluate reputation monitoring. We help user Web site experience and manage regional and national brands deliver your search engine optimization (SEO) consistent, intentional and authentic and search engine marketing (SEM) customer experiences. Full-service strategies, while our coaching services solutions include program design, data train employees to provide customers collection and real-time analytics, positive experiences every time. Visit With employee engagement and grounded in solid statistical science our Web site at www.secretshopper. purpose as its focus, Sentry Marketing and strategic relevance. Brand leaders com to learn more. partners with its clients to create leverage our assessments of operational Phone 763-525-1460 unique assessment tools that go beyond standards through mystery shopping, www.secretshopper.com mystery shopping. We work with our integrated with voice of the customer clients to focus on their culture and and employee feedback surveys for values to bring purpose and impact to competitive advantage. Our services the assessment. Our goal is to help our enable transformative insights and clients create a culture where their priorities to emerge, allowing clients to employees are engaged, fulfilled and take action, affect positive change and give their best effort every day with drive improved business performance programs that provide tools that help throughout their organization. improve hospitality levels and quality Phone 734-302-8400 www.secondtonone.com of operations. Phone 972-987-1696 www.sentrymarketing.com
88 Quirk’s Marketing Research Review // January 2018 www.quirks.com 17 Top Mystery Shopping Companies SPECIAL ADVERTISING SECTION
Service Evaluation Concepts Inc. (SEC) Founded 1987 | 22 employees Arcadio Roselli, CEO
With over 27 years of ex- perience, we at Service Evaluation Concepts Inc. (SEC) have built a unique research concept that has world- TrendSource wide reach. We Founded 1989 | 90 employees uniquely help to translate strategy Jim Caltrider, CEO into action using a global panel of over 650,000 brand agents (certified SIS International research participants) and our propri- etary Enterprise Feedback Management Research System (EFMS). Our brand agents oper- Founded 1984 | 75 employees ate as undercover CEOs (mystery shop- Ruth Stanat, CEO pers), empowering brands to measure the human dimension of the designed For over 25 years, TrendSource has customer experience (employees and SIS International Research is a leading been the leading provider of mys- customers) to maximize conversion and market research and strategy research tery shopping services. In 1998, maximize advertising. SEC validates re- company. Our consumer and B2B mys- TrendSource became a founding mem- turn on investment by using cause-and- tery shopping services include price ber of the Mystery Shopping Providers effect linkage that clearly impacts posi- checks, product Association. Each TrendSource mystery tive the corresponding financial key comparison re- shopping program is developed to en- performance indicators. search, customer sure the right questions are being asked Phone 516-576-1188 ext. 3530 service experi- and that the data being collected is on www.serviceevaluation.com ence research, target. Findings are presented in easy- retail research to-interpret summaries that identify and store audits economic benefit, ROI and recommend- and competitive ed actions. Our comprehensive in-house pricing studies. systems allow us to be nimble and Uniquely, we provide our clients with high-quality have a strategy solutions. group that does high-level B2B mystery Phone 619-718-7467 shopping, market opportunity research trendsource.com and competitive intelligence. Our cov- erage is nationwide and worldwide. SIS also has a focus group and product test- ing facility in the heart of Manhattan and in Central London. Phone 212-505-6805 www.sisinternational.com
www.quirks.com January 2018 // Quirk’s Marketing Research Review 89 ing offi cer and integrator, a newly- tor, qualitative insights, based in San created role. Francisco; and Rosie Barraza as fi eld Names of Note manager, qualitative insights, based in n In Southfi eld, Mich., consumer en- San Francisco. gagement programs company PrizeLogic has appointed Matthew Kates as CMO. n Scott Royal has joined Rockville, Md., research company Westat as presi- n India-based researcher MRSS India has n Research con- dent. appointed Madhumita Chattopadhyay sultancy Kantar as vice president, Praveen Mettelu TNS, New York, n New Hope, Pa., as research director and R. Kumar as has appointed Rob research fi rm RG+A consultant. Wengel as EVP of has appointed its client develop- Ellen Gordon as n Cedar Knolls, N.J., marketing agency ment team. Wen- senior vice presi- Marketsmith Inc. as appointed Luis gel will also lead dent and head of Hernandez as senior vice president to the innovation research. oversee its digital team. practice across the Wengel Kantar portfolio n Toronto-based Gordon n Circle Research, in North America. researcher Vividata based in London, has appointed Pat has hired Amanda n CBS Corporation, New York, has named Pellegrini as president and CEO. Boote as engage- Radha Subramanyam as executive vice ment director, a president, chief research and analytics n Chapel Hill, N.C., fi rm datadecisions newly-created role. offi cer, CBS Television Network. Group has promoted Dino Fire to presi- dent of research and analytics. n Oakland, Calif., n In New York, Simmons Research has ap- researcher Social pointed Andrew Feigenson as CEO. n In Atlanta, Boote Standards has ap- incentive solu- pointed Mark n In Atlanta, data and analytics tions fi rm Virtual Charkin as chief revenue offi cer. company Teradata has appointed Mark Incentives has added Culhane as executive vice president, Martin Hood to n San Mateo, Calif., marketing soft- chief fi nancial offi cer and principal ac- its senior leader- ware and solutions fi rm Marketo Inc. has counting offi cer. Eric Tom has also been ship team as senior hired Sarah Kennedy as CMO, while appointed as executive vice president vice president for Matthew Zilli has been promoted to and chief revenue offi cer. ViPartners, the chief customer offi cer. company’s reseller Hood n Audio company iHeartMedia, New division. n Maritz Motivation Solutions, St. Louis, York, has named Michele Madansky has appointed Chris Dornfeld as vice as executive vice president of insights, n Customer insights fi rm Cetas Health- president and head of the company’s research and data analytics. care, based in Singapore, has named employee engagement solution. Shane West as vice president (client n Wayne, Pa., e-commerce technol- relationships) for the EMEA region. n IntelliShop, a Perrysburg, Ohio, cus- ogy company Unilog has hired Scott tomer experience measurement fi rm, Frymire as senior vice president of n Cincinnati-based researcher Burke, has hired Jim Mihaly as chief operat- marketing. Inc. has promoted Christie Reckman to senior vice president, client services. n Research company Maru/Matchbox has hired the following to its Qualitative n U.K. research agency Watch Me Think Center of Excellence: Chris Gray as vice has appointed Alex Batchelor as non- quirks.com/articles/2018/20180113.aspx president, qualitative insights, based in executive chair. Chicago; Maria Hom as research direc-
90 Quirk’s Marketing Research Review // January 2018 www.quirks.com n The Broadcasters’ Audience Research Board n The Interactive Advertising Bureau (IAB), of marketing, including research, con- (BARB) in the U.K. has announced that New York, has appointed Orchid Rich- sumer insights and big data analytics it is looking for a new insights manager ardson as vice president and manag- using syndicated and custom research following the departure of its Head of ing director of the IAB Data Center of tools. Insight Joe Lewis, who is leaving to set Excellence. up his own media research consultancy. n Canada-based e-commerce company BARB has also hired Jessica Bromley n Full Circle Research Co., Potomac, Md., Thinkwrap Commerce has hired Tracey as communications manager. has added Tobin Bailey, Jr. as vice Nero as chief revenue offi cer. Nero will president, client development. Bailey be based in St. Louis. n Warren, N.J., will be based in Oregon, extending the researcher Light- company’s footprint coast-to-coast. n Chicago-based marketing company speed has promoted Target Data has appointed Joseph Lavan Shaun Hawley to n Univision Communications, New York, to its executive team as vice president senior vice presi- has promoted Roberto Ruiz to execu- of digital strategy. dent, global supply. tive vice president, research, insights and analytics. Ruiz will lead the newly- n Competitive Edge formed research, insights and analytics Research & Commu- group, which combines the corporate Hawley nication, headquar- research and strategy and insights tered in San Diego, teams. The team will drive all aspects has hired David Ferree as its El Paso, Texas, call center manager. n V12 Data, Tampa, Fla., has appointed Heather Lockhart as CMO. n MFour Mobile Research, Irvine, Calif., has hired the following: Carl Nielson as senior solutions executive; Ayelet Germanski as senior project manager for solutions engineering; and Nicole Phan as user experience designer. n Research fi rm EurekaFacts, Rockville, Md., has named Paul Schroeder as chief business offi cer. n Gian Fulgoni, co-founder and CEO of Reston, Va., fi rm comScore, has acceler- ated his previously announced retire- ment, originally scheduled for Jan. 31, 2018, and stepped down as CEO. Fulgoni has assumed a chairman emeritus role and will provide advisory services for one year. Until a permanent CEO is named, Bill Livek, executive vice chairman and president, will assume additional management responsibilities and Board Chair Sue Riley will play a role in the oversight of the company. www.quirks.com January 2018 // Quirk’s Marketing Research Review 91 Alliances/strategic partnerships compliance with the Telephone Consum- er Protection Act. Research n Germany-based research consultancy 2x4 has formed a strategic partner- n The Insights Association, Wash- Industry News ship with Netherlands-based research ington, D.C., has formed a partnership software fi rm Nebu. The partnership with nonprofi t organization Women in will cover two-way software reselling, Research (WIRe). The partnership will product integration and provisioning of provide WIRe members with discounts services and support. on Insights Association events, certifi ca- News notes tion programs and fi rst-year member- n Stockholm-based software company ships. The Insights Association will n U.K. language services fi rm Language Cint and San Mateo, Calif., company work toward WIRe’s 50/50 speaker goal Insight has been awarded the ISO SurveyMonkey have formed a strategic by instituting an anonymized vetting 27001:2013 accreditation, the Informa- partnership to expand SurveyMonkey process for proposals received from its tion Security Management Systems Audience globally. SurveyMonkey Audi- calls for speakers. standard. ence will provide access to Cint’s Insights Exchange in over 100 countries and the n The Insights Association, Washing- n Information and health care services ability to conduct market research in 16 ton, D.C., has appointed Hilary Fischer fi rm QuintilesIMS, Danbury, Conn., has languages. as director of chapter engagement, a changed its name to IQVIA. newly-created position. The associa- n Denver-based researcher GutCheck tion has also launched an initiative to n Lieberman Research Worldwide, Los has partnered with U.K. video insights increase support for its chapters in 2018, Angeles, has joined the Paradigm for fi rm Voxpopme. The companies will including a new chapter funding strat- Parity coalition and has pledged a com- combine GutCheck’s online research plat- egy and the Insights Association Chapter mitment to gender parity in corporate form, which will capture a target audi- Partnership Agreement, which defi nes leadership by 2030. ence’s video responses, with Voxpopme’s resources, training and tools the associa- video analytics platform, which will pro- tion will provide to chapters. n Aimpoint Research, Columbus, Ohio, cess and organize the video data, to give has been certifi ed as a Veteran Owned clients a video solution that captures n The Insights Association, Washing- Small Business by the U.S. Department customer feedback across any device. ton, D.C., has made recommendations of Veterans Aff airs. to the Federal Communications Com- Association/organization news mission, stating that non-telemarketing Acquisitions/transactions calls to a cell phone using an autodialer n The Marketing Research and Intel- should be legal under the Telephone n Philadelphia-based data collection ligence Association (MRIA), based in Consumer Protection Act if there is an company Focus Pointe Global (FPG) Toronto, has launched an independent existing business relationship or if the has acquired Marina del Rey, Calif., re- inquiry into underperforming and calls are free to the recipient. search company Trotta Associates. The confl icting election polling results pub- acquisition will add a third Southern lished during the municipal elections Awards/rankings California location for FPG and a focus in Calgary in fall 2017. The MRIA says it group facility in Los Angeles. FPG plans wants to know what information and n Dave Lundahl, founder and CEO of to transition its current Santa Monica, data pollsters publicly released to sup- Chicago-based research consultancy Calif., location to the new facility during port their polling results and whether InsightsNow, has been awarded the the fi rst quarter of 2018. The manage- industry standards for public opinion 2017 Industry Change Agent of the Year ment team will continue to be led by research were met. by the Next Gen Market Research Group FPG’s CEO Laura Livers. and Women in Research. n The Insights Association and the American Association for Public n Golden Valley, Minn., mystery shop- Opinion Research have fi led a peti- ping and consulting fi rm Secret Shop- tion with the Federal Communica- per received the MSPA 2018 Elite Award tions Commission, stating the need for from the Mystery Shopping Providers quirks.com/articles/2018/20180114.aspx greater clarity when defi ning marketing Association. research and marketing for purposes of
92 Quirk’s Marketing Research Review // January 2018 www.quirks.com n Waban, Mass., research company Tem- n Nonprofi t organization Veter- erick Barber as managing director of kin Group has announced the winners ans Florida has engaged Study Hall North America. of its Customer Experience Excellence Research, Tampa, Fla., for a third year Awards. The six winners are AARP, to undertake primary research aimed n Boston-based retail intelligence fi rm insurance company Allianz, debt settle- at evaluating the job search needs and Survey.com has opened a new opera- ment fi rm Century Support Service, opportunities for service members post- tions center in Charlotte, N.C. The com- home care provider Nurse Next Door, separation as they make the transition pany plans to hire 25 full-time employ- energy company Reliant and Sage. to civilian employment. ees at the new location in the next six months and will grow its product and New accounts/projects New companies/new divisions/ service off erings, as well as the number relocations/expansions of independent fi eld agents, through the n Princeton, N.J., organization Math- fi rst quarter of 2018. ematica Policy Research has selected n Focus group facility Fieldwork At- and implemented Confi rmit Horizons lanta has announced a new expansion n U.K. scientifi c and medical communi- from Oslo, Norway, research technology and remodel that includes a double-sized cations network Porterhouse Medical fi rm Confirmit as its new computer- conference suite with respondent seat- Group has launched Porterhouse In- assisted interviewing software system ing for up to 90 and client capacity of sights, a research, insight and evidence for data collection projects. 35. All fi ve conference suites have been consultancy that will off er solutions updated and now feature HD recording. to biopharmaceutical companies. The n Indianapolis-based media planning consultancy will be led by Fabrice Allum. and buying agency EchoPoint Media n Complete Research Connection has has signed a new measurement agree- opened the Atelier, a new creative space Research company earnings/ ment with Nielsen, New York, for local at its Columbus, Ohio, facility. The space fi nancial news television ratings and qualitative in- includes six televisions, boardroom and sights. As part of the renewal, EchoPoint living room layouts and games to assist n Nielsen, New York, has reported rev- will increase the number of markets for in conducting creative meetings like enues of approximately $1.64 billion for which it uses Nielsen Local TV currency new product concept development. the third quarter of 2017, up 4.5 percent ratings for its media buys to 49 desig- compared to the third quarter of 2016. nated market areas. n U.K.-based translation company Language Insight has opened an offi ce n Forrester Research, Cambridge, n Stamford, Conn., research technology in New York to serve its clients in the Mass., has reported total revenues of fi rm FocusVision has become a research U.S. The company says it also has plans $80.4 million for the third quarter of provider for Bentonville, Ark., retailer to expand into Singapore. 2017, compared with $77.4 million for the Walmart. FocusVision’s Decipher solu- third quarter of 2016. tion will centralize Walmart’s online n The Insight Lab, owned by research research operations to reduce research agency Brädo Creative Insight in affi li- n Facebook, Menlo Park, Calif., has re- spend for Walmart U.S. and will provide ation with Schlesinger Associates, has ported third-quarter 2017 revenues of ap- integrated customer feedback. opened a research facility in downtown proximately $10.3 billion, up 47 percent St. Louis. The facility includes two suites: compared to the same time last year. n New York researcher BuzzBack has The Clark Room, a usability lab that signed a three-year renewal agreement provides technology for evaluating and n Study Hall Research, Tampa, Fla., has with Oslo, Norway, research technology optimizing digital assets across multiple reported that for the fi rst nine months of fi rm Confirmit to continue using the devices; and the Soulard Room, a focus the year, revenue increased by 11.3 percent Confi rmit Horizons platform to support group studio that includes a client room over the same period in 2016. its research and insight activities. with a lounge equipped with HD cameras. n Reston, Va., consumer intelligence n In New York, iHeartMedia has signed a n Owl Solutions, a Rochester, N.Y., fi rm Resonate has raised $8 million in multi-year agreement with Nielsen for ra- research programming and fi eldwork growth capital. The company will use dio ratings services for all Portable People consulting company, has been launched the funding to accelerate go-to-market Meter and radio diary-measured markets. by Michael Wildt, Leo Ladyzhensky and activities, with an expansion in its sales Victor Ochkovskiy. The company aims to eff orts targeting B2C brand verticals and n SKO, a television audience measure- provide health care research companies agency partners. The investment will ment service in the Netherlands, has and consultancies with survey program- also go toward its consumer intelligence renewed its contract with Nuremberg, ming solutions designed to improve sur- platform and will add new customer-fac- Germany, researcher GfK for 2018. GfK vey quality, reduce timelines and costs ing mobile and location-based analytics. and SKO will work together on a number and yield better data outcomes. of innovation projects, including data on n India-based researcher MRSS India viewing video across all devices, as well n Prague-based research company has reported a standalone net profi t of as watching other services through TV. response:now has launched in the Rs. 4.51 crore for the half-year ended United States and has appointed Fred- Sept. 30. www.quirks.com January 2018 // Quirk’s Marketing Research Review 93 CALENDAR OF EVENTS ••• can’t-miss activities
American Economic Research Conference USA KNect365 (IIR) will hold its 16-18 in Valencia, Spain. Association will hold its event will be held on February FUSE 2018 event on April Visit www.qrca.org. Annual Meeting on January 14-15 in Newark, N.J. Visit 9-11 at the Dream Hotel 5-7 in Philadelphia. Visit bit.ly/1Sh6Yhi. Downtown in New York. Visit LIMRA will hold The Marketing www.aeaweb.org/conference. bit.ly/2vpiqRB. Conference on May 30 - African Market Research June 1 at the Hyatt Regency MREF will be taking a vision Association will hold the UTA MSMR Alumni Baltimore in Baltimore. Visit trip to Haiti to visit the Africa Forum 2018 event on Association will hold their www.limra.com. Joseph School on January 18- February 22-23 in Nairobi, annual insights conference 21. Visit mrgivesback.org. Kenya. Visit africanmra.org/ for the industry on April 12 NMSBA will hold its Shopper AMRAWeb. in Arlington, Texas. Visit Brain Conference - USA event Insights Association will msmralumni.org. on June 7-8 in New York. hold the 2018 CEO Summit AMA will hold its 2018 Visit bit.ly/2gGCVAZ. on January 22-24 in Winter Academic Conference ESOMAR will hold its Latin South Beach, Fla. Visit bit. on February 23-25 at the America 2018 event on April 15- EphMRA will hold its 2018 ly/2yiB4dS. Sheraton New Orleans in New 17 in Buenos Aires, Argentina. Conference on June 26-28 Orleans. Visit www.ama.org. Visit www.esomar.org. at the Congress Centre in IQPC will hold the Customer Basel, Switzerland. Visit Insight and Analytics Exchange Quirk’s will hold its 2018 Merlien Institute will hold its www.ephmra.org. event on January 24-25 in Quirk’s Event - East on MRMW North America event London. Visit bit.ly/2gb19DP. February 27-28 at the on April 24-25 in Cincinnati. NMSBA will hold its Shopper Marriott Brooklyn Bridge in Visit na.mrmw.net. Brain Conference - South QRCA will hold its 2018 Brooklyn, N.Y. Visit www. America event on August Annual Conference on January thequirksevent.com. PAA will hold its 2018 30-31 in Rio de Janeiro. 24-26 at the Phoenix Marriott Annual Meeting on April Visit bit.ly/2j3FGR1. Tempe at The Buttes in The 2018 Pharma CI 26-28 at the Sheraton Denver Phoenix. Visit www.qrca.org. European Conference and Downtown in Denver. Visit Exhibition will be held on bit.ly/2xgZ131. Quirk’s will hold its 2018 February 27-28 in Lisbon, Quirk’s Event - West on Portugal. Visit bit.ly/2xSy2N7. Insights Association will hold January 30 - 31 at Hotel its NEXT 2018 conference on To submit informa- Irvine in Irvine, Calif. Visit NMSBA will hold the April 30 - May 1 in New York. tion on your upcoming www.thequirksevent.com. Neuromarketing World Forum Visit bit.ly/2kK4lLk. on March 7-9 in Singapore. conference or event for KNect365 (IIR) will hold The Visit bit.ly/P3Zi3Q. ESOMAR will hold its Asia Pacifi c Media Insights and Engagement 2018 event on May 13-15 in possible inclusion in our Conference on February 6-8 Merlien Institute will hold Bangkok. Visit www.esomar.org. at the Miami Beach Resort and its Qual360 North America print and online calen- Spa in Miami Beach, Fla. Visit event on March 14-15 in ASA will hold its Symposium bit.ly/2eyPzmx. Washington, D.C. Visit on Data Science and Statistics dar, e-mail Sara Cady at na.qual360.com. on May 16-19 at the Hyatt Merlien Institute will hold Regency Reston in Reston, Va. [email protected]. For a its Qual360 Europe event on ARF will hold its Visit bit.ly/2g8o1TW. more complete list of up- February 7-8 in Berlin. Visit CREATIVExSCIENCE 2018 event eu.qual360.com. on March 27-28 in New York. AQR and QRCA will hold the coming events visit www. Visit bit.ly/2g99He3. 2018 Worldwide Conference on The 2018 Pharma Market Qualitative Research on May quirks.com/events.
94 Quirk’s Marketing Research Review // January 2018 www.quirks.com
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Quirk’s Marketing Research Review is not responsible for claims made in advertisements. www.quirks.com January 2018 // Quirk’s Marketing Research Review 97 ••• Conversations with BEFORE YOU GO corporate researchers
10 minutes with... Victor Chia Manager, Consumer and Marketplace Insights, Verizon
How did you fi rst become interested in consumer research? In my fi rst job out of college I worked as a data analyst for a consulting fi rm. ia h I cleaned raw data fi les and ran some basic synthesizing of data and it was there C or that I fi rst stumbled upon my fi rst few consumer data fi les. I became really inter- ct Vi ested in discovering the story behind the consumer data which eventually led me to the consumer research fi eld.
You graduated with a bachelor’s degree in economics. How do you think your degree has affected the way you look at marketing research? “Learning about the Most know the basics of economics – supply and demand – and in research you truly begin to understand demand. Learning about the consumer demand of a product is essential to a lot of the research that we do and also helps shape the path consumer demand of our business takes in trying to market and sell a product. Also within economics are things like utility and elasticity which are all used in a lot of research, particularly a product is essential things like conjoint and pricing studies. What recommendations would you have for someone conducting their fi rst to a lot of the research ethnography? My recommendation would be to simply forget everything that you know or at least to try to put assumptions aside. It’s really easy for one to get caught up in that we do and also something they want to hear from the consumer and let that thought overpower the other great things the consumer is saying. Also, make sure you create an helps shape the path our enjoyable experience for the consumer and yourself. A friendly conversation goes a long way in having someone open up to you and really share their true feelings business takes in trying about whatever topic you are discussing. Are there any new methodologies you would like to explore in the next year and why? to market and sell a I’m always on the lookout for new and exciting methodologies! I haven’t had the pleasure of using virtual reality in any of my research projects yet and I’m really in- product.” terested in trying that out. I’ve also seen quite a few demos and studies on neurosci- ence that have piqued my interest!
Read the full interview at quirks.com/articles/2018/20180122.aspx.
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