research forquickfeedback Marriott tapsmobile osteoporosis Understandingtheneedsof sufferers > programsalienatepediatricians WhypharmaCRMandSFA > othermobileresearchtopics TimMacerontheiPadand > Also…

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Quirk’s Marketing Research Review

2010 Volume XXIV Number 6 June

departments contents 6 In Case You Missed It... 8 Survey Monitor

52 On-the-go and in-the-moment 10 Names of Note case studies Mobile research offers 26 Maximizing those mobile speed, immediacy 12 Product and Service Update moments By Tanja Pferdekaemper How Marriott International 14 Research Industry News 60 One size does not fit all tapped mobile research to get How and when to conduct feedback on enhancements to 74 Calendar of Events mobile research appropriately its mobile site By Emily Goon By Joseph Rydholm 75 Index of Advertisers

30 Where can we make 77 Classified Ads a difference? columns Seeking to enter a crowded 16 Qualitatively Speaking 78 Before You Go… market, a pharmaceutical The focus group vs. company used research to in-depth interview debate understand the needs of By Carey V. Azzara osteoporosis sufferers By Cindy Bean 26 20 Data Use Improve confidence in findings with techniques strength-of-conviction metric By Erik Coats,

38 Five best practices for Cristina Ilangakoon Illustration by Jennifer Coppersmith pharma-brand Web sites and Michael Feehan How boosting your Web equity can boost your brand equity 76 Trade Talk By Kimberly Struyk Report shows the changing face of motherhood 44 This relationship needs By Joseph Rydholm more managing Publisher Interviews with pediatricians Steve Quirk found mistrust of pharma Editor firms’ CRM and SFA programs Joseph Rydholm By Mary Jean Koontz Content Editor Emily Goon Production Manager James Quirk Directory Manager Alice Davies Advertising Sales Evan Tweed, V.P. Sales 651-379-6200 [email protected] Lance Streff 651-379-6200 [email protected]

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Focus groups get Floridians involved in cracking cold cases Over the course of history, research has been used in many strange-but-true situations, but per- Drinking, smoking, sex - the haps none as creative as using it to solve crimes. Florida law enforcement officials took research far beyond taste-testing and live debate-watching when a grant from the Florida State Attorney’s more you say don’t do it, office brought homicide focus groups into the mix. No, not survivors of homicide victims or those the more they’ll do it? convicted of homicide - these Floridian civilians were brought in for focus groups to team up with Anti- or “responsible” drinking campaigns law enforcement officers across southwest Florida and spanning several different departments to have long been a mainstay of health de- crack cold cases, according to Meaghan Smith’s April 19, 2010, piece “Homicide focus group partments, nonprofit organizations and working to crack cold cases,” on NBC2. even beverage companies, yet alcohol The state grant allowed police and deputies from agencies like the Fort Myers Police Depart- abuse remains a persistent and growing ment, the Lee County Sheriff’s Office, Cape Coral and others to work overtime and meet monthly problem linked to the deaths of approxi- to go through some of their coldest cold cases. In theory, the focus groups combine the various in- mately 79,000 people in the U.S. each vestigation techniques and strategies of officers from different departments together with civilian year. Could the advertising be to blame? input to generate new ideas and new leads. Unfortunately, research suggests it’s pos- “A fresh set of eyes is very beneficial because they’re seeing this on the outside looking in, sible, according to a study conducted by the where we’re seeing it on the inside,” said Sergeant Pete Tarman with the Fort Myers Police De- Indiana University Kelley School of Busi- partment. ness, Bloomington, Ind., and the Kellogg Two cases discussed in the meeting were those of Shannon Brown and Marshell Moreland, both School of Management at Northwestern found shot to death in Fort Myers in July of 2002, only a day apart. The focus group is commit- University, Evanston, Ill. ted to looking at cases over and over again until each mystery is solved. Public service advertising campaigns that use guilt or shame to warn against alcohol abuse can actually have the reverse effect, spurring increased drinking among target Review-writing minority is heard widely in the hotel industry audiences. Instead of the intended outcome, While many consumers admit to relying heavily on peer reviews when buying a television or research showed that the ads triggered an deciding on what movie to see, most probably aren’t aware that said reviews are generated by innate coping mechanism that enables view- ers to distance themselves from the serious a mere sliver of the population - with sentiments often skewing dramatically to the far ends consequences of reckless drinking. of the satisfaction spectrum. The research specifically explored When booking hotels, for example, a study from Boston research company Chadwick anti-drinking ads that link to the possible Martin Bailey found that one in five people say online hotel guest reviews are the biggest adverse results of alcohol abuse, such as influencer in deciding where to stay, yet the research also shows only 6 percent of guests have blackouts and car accidents, while eliciting posted an online review of their hotel stay. That’s a relatively small percentage of guests that feelings of shame and guilt. Findings show are impacting the choices of 20 percent of the consumers researching a hotel. such messages are too difficult to process In addition, the study demonstrates that the impact of a bad review on booking decisions among viewers already experiencing these emotions, such as those who already have is severe. Whether traveling for business or leisure, around two-thirds are less likely to book alcohol-related transgressions. To cope, they a hotel if it is given a one-star rating. Leisure guests are more influenced by top ratings; 92 adopt a defensive mind-set that allows them percent of them (versus 83 percent of business travelers) are more likely to book a hotel if it to underestimate their susceptibility to the receives a five-star rating. consequences highlighted in the ads; that is, “There’s no doubt social media, online communities and customer review sites are giving that the consequences happen only to “other travelers a platform to share their opinions and experiences, and these reviews, both positive people.” The result is they engage in greater and negative have a direct impact on the choices of consumers and the bottom line of hotels,” amounts of irresponsible drinking. said Judy Melanson, vice president of Chadwick Martin Bailey’s travel and entertainment The unintended negative impact of employing shame and guilt in these ads practice. “Individual hotels and corporate hotel brands need to keep a pulse on customer could have implications for a wider range reviews. While recognizing they are powerful, online reviews are just one part of a larger of health-related messaging, from smoking overall online and offline customer engagement strategy.” cessation to preventing sexually-transmitted While online guest reviews and opinions are making an impact and the rise of social media diseases. An alternative to this type of is only increasing the voice of the customer, the study found that for the most part customer advertising is conveying dire consequences recommendations are still happening the old-fashioned way, in person. Since their last hotel along with messages of empowerment. stay, close to half of consumers have recommended that hotel to a friend or colleague, and “If you’re going to communicate a 88 percent have made those recommendations through in-person conversation. frightening scenario, temper it with the idea that it’s avoidable,” said Adam Duhachek, Still, with such a small sample of online reviewers influencing 20 percent of potential an Indiana University marketing professor guests and a majority passing along information face-to-face, hotels and review readers alike and co-author of the study. “It’s best to use would be wise to keep in mind that one bellhop with a bad attitude or a few extra bottles of the carrot along with the stick.” shampoo and a morning newspaper could make or break a review. 6 | Quirk’s Marketing Research Review | June 2010 www.quirks.com SampleMarket™ A powerful, yet easy-to-use platform to manage your online panel and projects from anywhere. 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Corporate reputation on the rebound after The top 10 companies in order bottoming out in 2008 of ranking include: Berkshire Hathaway; Johnson & Johnson; After hitting rock bottom during the SC Johnson appears on the list of the Google; 3M Company; SC Johnson; height of greed, bailouts and the eco- 60 most visible companies for the Intel Corporation; Microsoft; The nomic crisis in 2008, the American first time, with the fifth-highest RQ Coca-Cola Company; Amazon.com; public’s perception of the reputation of score this year and is the first com- and General Mills. The bottom corporate America seems to be bounc- pany since Google in 2005 to debut 10 companies in order of ranking ing back, according to Rochester, in the top five. include: Delta Airlines; Bank of N.Y., research company Harris At the other end of the spectrum, America; JP Morgan Chase; General Interactive’s 2009 RQ Study, which AIG moved up one spot, ceding Motors; Chrysler; Goldman Sachs; the lowest rating to Freddie Mac, Citigroup; Fannie Mae; AIG; and another first-time company on the Freddie Mac. For more information list. These two companies, along visit www.harrisinteractive.com. with Fannie Mae, received RQ scores below 50, which, over the past Chronic-disease sufferers use eight years of this study, has been social media to learn, share a very strong indicator of a lack of U.S. adults living with chronic dis- future viability. Freddie Mac’s score ease are significantly less likely than of 38.94 is the lowest recorded score healthy adults to use the Internet (62 since Enron’s 30.05 in 2005. percent vs. 81 percent), according to Looking further at the bottom of Chronic Disease and the Internet, a the rankings, the nine lowest com- report from the Pew Internet Project, panies all have recently received a Washington, D.C., research divi- government/bailout money or cur- sion. However, lack of Internet access, rently remain government-supported, not lack of interest in the topic, is including list newcomer Goldman the primary reason for the difference. Sachs, which joins the list with an RQ Once online, having a chronic disease score of 51.36. increases the probability that someone One of the true bright spots in will take advantage of social media to the study belongs to Ford, whose RQ share what they know and learn from score increased by 11.28 points from their peers. 2008, the largest single-year improve- The Internet access gap creates an measures the reputations of the 60 ment in the past nine years. Ford’s online health information gap. More most visible companies in the U.S. score of 69.77 places it statistically in than any other group, people living The percentage of Americans who the category of companies with a good with chronic disease remain strongly see the state of reputation as “not reputation, a tremendous accomplish- connected to offline sources of medi- good” or “terrible” decreased from 88 ment given its starting point and the cal assistance and advice such as health percent in 2008 to 81 percent in 2009. state of the automotive industry. professionals, friends, family and books. Perhaps even more telling, there was a At an industry level, technology However, once they have Internet 50 percent increase in the number of remains the highest-rated industry, access, people living with chronic dis- Americans who said that the state of with a five-point increase from last ease report significant benefits from reputation is “good,” moving from 12 year to a current 72 percent positive health resources found online. When percent to 18 percent. This is the first rating. The two largest reputation other demographic factors are held positive improvement in four years. increases were in retail and automotive, constant, having a chronic disease sig- Six companies received an RQ both showing nine-point increases. nificantly increases an Internet user’s score over 80, which is considered The only industry to show a decline in likelihood to say they keep a blog to be an excellent reputation, with reputation was pharmaceuticals, which or contribute to online discussions, a Berkshire Hathaway taking the displayed a two-point decrease follow- listserv or other online group forums top spot from frequent top-scorer ing a five-point rise in 2008. Financial that help people with personal issues or Johnson & Johnson by less than half a services and tobacco continue to hold health problems. point. Rounding out the list of com- the lowest industry rankings, however Living with chronic disease is also panies with excellent reputations are even financial services showed a five- Google, 3M, SC Johnson and Intel. point increase from last year. continued on p. 67

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James R. Beniger, former presi- general election team: Angus Reid; A. Masri as head of operations in the dent of the American Association for Laura Davies, senior vice president, Amman, Jordan, office. Public Opinion Research, Deerfield, panel strategy; Andy Morris, direc- Ill., died on April 14, 2010, at tor, research, U.K. practice; Hamish Cincinnati research firm LoyaltyOne age 63. Marshall, director, research; and Mario Consulting has promoted Dennis Canseco, vice president. Armbruster to vice president and Elisabeth Noelle-Neumann, hired Sol Zia as senior director, con- founder of Allensbach Institute, an New York research company Ipsos sulting; Richard Schenker as senior Allensbach, Germany, research firm, Marketing has hired Donna Wydra as director, consulting; Ken Kuschei as died on March 25, 2010, at age 93. senior vice president, shopper insight. consultant; and Allan Toy as business intelligence analyst. ROI Labs, a New York research Michelle Poris has joined Johnson City, company, has named Michael Tenn., research company Smarty Pants as Shelton, Conn., research company Hayward CEO. a senior research director. Poris will be Survey Sampling International has based in Stamford, Conn. named Rene Bos managing direc- Rochester, N.Y., research company tor, Asia-Pacific. Harris Interactive has appointed Peter Shreeve as senior consultant, U.K. Dan Gersten has been hired as financial services research. account director, financial services, at Boston research company Chadwick Milwaukee research company Market Martin Bailey. Probe has named Viraag Agnihotri managing director, operations, India Fresno, Calif., research company and Middle East/Africa. Decipher has hired Bonnie Sherman as vice president, custom panel Eric R. Kandel has joined the advi- Poris Miller development. Sherman will be based sory board of Berkeley, Calif., research in Sacramento, Calif. John Saez company NeuroFocus. Scott Miller has been named CEO, has been named director, sample North America, of Chicago research management, and will be based in Amy Henry has been named vice company Synovate. Additionally, Norwalk, Conn. president, youth insights, of C&R Richard Abraham has been Research, Chicago. Henry will lead the appointed head of the public sector, The Solar Energy Industries firm’s YouthBeath division. charities and transport industry sector Association, Washington, D.C., team at Synovate’s U.K. operation. has hired Thomas P. Kimbis as Mark Stapylton has been appointed director, policy and research, and managing partner of PluggedIN, a Cincinnati research company Burke, general counsel. Rochester, N.Y., research company. Inc. has promoted Andrew Bernard and Rachel Peck to vice president InterMedia, a Washington, D.C., Stamford, Conn., research company and Michael Pietrangelo to senior research company, has named Gerry InsightExpress has promoted Dan vice president. Power as managing director of its Campbell to vice president and U.K.-based subsidiary. Lauren Benedict to senior director Atlanta research company CMI has of its digital media measurement divi- hired JD Woods to its client services London research company GfK NOP sion. The division has also added Karen team; Alisa Hamilton as senior proj- has named Andreas Guhl director, Joyce as senior account executive. ect manager; and Matt Orenstein market access center. and Nicole Stover as associate project Vancouver, B.C., research company manager. David Lemelin has joined ABI Vision Critical has named Steven Davis Research, Oyster Bay, N.Y., as director, director, product innovation. The com- Alan Chumley has joined research, enterprise communications. pany has also made two promotions Washington, D.C., research company Victoria Fodale has also joined ABI within its retail practice: Janet Lazaris CARMA International as senior mea- as senior analyst, mobile devices. to executive vice president and Dara St. surement consultant. Louis to senior vice president. London research company GfK Roper Separately, Vision Critical’s Angus Reid Yahoo! Maktoob Research, Dubai, United Consulting has named Joe Staton Public Opinion division appointed its U.K. Arab Emirates, has hired Ragheed director, global consumer trends.

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New segmentation system to Simmons National Consumer Study/ single- and multi-page customized explore the mobile consumer National Hispanic Consumer Study. site development via microsites and New York research company For more information visit www. landing pages, including a product Experian Simmons has released a experiansimmons.com. called SMASH. SMASH is designed mobile consumer segmentation to allow people to experience an system and three mobile psycho- Mob4Hire updates mobile event or be engaged in a topic graphic scales designed to examine crowd-sourcing platform remotely. For more information visit the behaviors and attitudes of mobile Mob4Hire, a Calgary, Canada, www.infogroup.com. consumers. The five mobile con- research company, has released ver- sumer segments available are sion 4.0 of its platform, which aims GfK Panel Services expands Mobiriati (19 percent of mobile to use Mob4Hire’s crowd of 40,000+ to measure TV ad reach phone owners), who represent the mobile users in 150 countries to GfK Panel Services Germany, a first generation to have grown up offer mobile functional and usabil- Nuremberg, Germany, research with mobile phones and for whom ity testing, as well as product and company, has expanded its Web mobile phones are a central part market research. Mob4Hire Version Efficiency Panel to include elec- of their daily life and they cannot 4.0 includes four crowd-sourced tronic monitoring of TV advertising imagine life without them; Social products: MobTest, functional and campaign reach. To measure TV Connectors (22 percent), who use usability testing for mobile apps; campaign reach, GfK Panel Services mobile phones to keep up-to- MobSurvey, surveying mobile enthu- has supplied its panel members with date with friends and social events; siasts; MobExperience, customer modified mobile phones, which Pragmatic Adopters (22 percent), loyalty research and usability test- record exposure to TV advertis- a group in the early stages of real- ing before developers release mobile ing through sound recognition. izing that there’s more that they can apps; and MobAccelerator, customer Individuals activate the GfK-modified do with their phone besides phone loyalty research coupled with in-store mobile phone when they are watch- calls; Mobile Professionals (17 per- user experience, discoverability and ing television, and the phone is cent), who are busy and use mobile marketing research. designed to be able to recognize phones - often smartphones - to Mob4Hire has also introduced from the sound which advertisement keep up with work and family life; basic, premium and managed service is being viewed. The recorded data is and Basic Planners (20 percent), for pricing tiers. For more information then transmitted via the phone’s net- whom technology, including mobile visit www.mob4hire.com. work. Using statistical transmission phones, is not of much interest and information from Thomson Media for whom basic mobile packages Infogroup solutions go social Control, GfK is able to determine serve all their needs. Omaha, Neb., research company the television program during which The three mobile consumer psy- Infogroup has expanded its marketing the panel member was exposed to chographic scales are as follows: solutions to include social media and a specific advertisement. For more Switching Propensity: This interactive products and services for information visit www.gfk.com. factor measures mobile consumers’ small, medium and enterprise busi- willingness to switch service provid- nesses. The addition aims to create an TNS explores consumer ers for a variety of reasons, including unparalleled ability for direct market- tracking with three-S model improved quality, plan selection and ers to find, attract, engage and retain Horsham, Pa., research company technology. customers through online and offline TNS has proposed a consumer track- Feature Focus: This factor marketing channels. Infogroup’s suite ing model based on three S’s: See, measures the propensity of mobile of social media products includes Seek and Say. The See component consumers to place value on new social media listening and monitor- is based on brand-generated media, mobile features and technology ing; social media data append; social while Seek is focused on the interac- versus traditional calling functions. media strategic consulting; social tions between the brands and target Traditional Use: Mobile con- media setup on sites like Twitter, audience. The Say component has sumers who score above average Facebook, Flickr or YouTube; and shifted power to buyers through on this scale would prefer to use a other interactive marketing activities consumer-generated media, which landline phone over their mobile and solutions, such as Twitter campaign can take the form of traditional word also lean toward having only a basic management, online social com- of mouth, blogs, Internet postings, calling plan. munities and iPhone and widget etc., and allows buyers to share their The offerings are available to all application development. clients in the latest release of the Additionally, Infogroup will offer continued on p. 70 12 | Quirk’s Marketing Research Review | June 2010 www.quirks.com On your M/A/R/C. Get set. Lead.

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News notes Columbia, Md., research com- Calendar of Events has moved to page 74 pany Arbitron Inc. and the PPM Coalition (PPMC) have settled their outstanding disputes. Arbitron misappropriation of trade secrets new look and slogan - “Insights, and the PPMC have worked jointly and intentional interference with Analytics, Activation.” with the Media Rating Council contractual relations, among other (MRC), New York, to imple- alleged offenses. Chicago research company ment a series of steps designed to Information Resources Inc. has enhance the recruitment methodol- Article submissions are being changed its name and rebranded ogy of the Arbitron Portable People sought for a new marketing as SymphonyIRI Group Inc. Meter (PPM) ratings service. The research book. Sage Publishing, The firm is online at www.sym- initiatives include the addition of a Thousand Oaks, Calif., research phonyiri.com. targeted in-person recruitment to publishing house, has commissioned Arbitron’s PPM panelist recruit- Leading Edge Marketing Research: Baltimore research company ment approach, which currently 21st Century Tools and Practices, Observation Baltimore has con- includes mailings and phone calls. to be offered in 2011. Editors structed a new green building to Arbitron will also use address-based Bob Kaden, Gerry Linda and Mel serve as its headquarters and imple- sampling to select landline house- Prince are inviting 6,500-10,000- mented a green initiative, which holds. The approach is scheduled to word articles by industry experts. includes workplace policies designed begin in July 2010. Expression of interest must be to reduce the company’s environ- received by June 15, 2010. Authors mental impact. The Federal Trade will be selected by August 1, 2010, Commission (FTC), Washington, and final drafts are due December Minnesota Governor Tim D.C., is seeking public com- 31, 2010. Submissions should be Pawlenty has signed a bill into ment on the costs and benefits of written in English and submit- law that legalizes exit polling at the Children’s Online Privacy ted as Word documents to info@ Minnesota voting places. The Protection Act (COPPA) leadingedgemarketingresearch.com. Marketing Research Association, Rule, designed to protect chil- Glastonbury, Conn., had previously dren online. The comment Orem, Utah, research company testified in support of the law in the period will end on June 30, 2010. Western Wats has paid $500,000 in state legislature. Interested parties can submit writ- civil penalties in response to child- ten comments electronically or labor violations cited by the U.S. Cincinnati research company in paper form. Comments in Department of Labor. Violations Colloquy has redesigned its Web electronic form should be submit- included employing children too site www.colloquy.com. The site ted using the following Web link young to work and allowing chil- includes a resource center and blog https://public.commentworks. dren to work longer hours than (http://blog.colloquy.com). com/ftc/2010copparulereview. allowed by law. The fine was paid Comments in paper form should in December 2009 and is accompa- Acquisitions/transactions be mailed or delivered to: Federal nied by a full remediation plan. Leeds, U.K., research company Trade Commission, Office of the Nunwood has acquired fellow Secretary, Room H-135 (Annex Omaha, Neb., research company Leeds research company The David E), 600 Pennsylvania Ave. N.W., Infogroup’s former CFO Stormy Conway Consultancy. The David Washington, D.C., 20580. Dean has rejected a settlement with Conway Consultancy will merge the U.S. Securities and Exchange with Nunwood, and David Conway Los Angeles research com- Commission regarding a law suit will serve as strategy director and pany OTX has sued Kevin Goetz, filed for approximately $1.15 mil- join the Nunwood board. former president of the worldwide lion for severance and bonuses Dean motion picture group, for allegedly claims the company has refused to Alliances/strategic using OTX’s data to launch a rival pay following his termination in partnerships firm. Goetz left OTX in February October 2009. Horsham, Pa., research com- 2010 to launch Screen Engine pany TNS and Research and LLC, Beverly Hills, Calif. The suit Leeds, U.K., research company accuses Goetz of breach of contract, Nunwood has rebranded with a continued on p. 72

14 | Quirk’s Marketing Research Review | June 2010 www.quirks.com

> qualitatively speaking By Carey V. Azzara

The focus group vs. in-depth interview debate

If debate is healthy, you might align the research approach with the Editor’s note: Carey V. Azzara is describe the debate over qualitative research objectives. founder and principal of AtHeath, a methods as positively athletic. There Each person who took one of Newton, Mass, research firm. He can be are plenty of opinions regarding the first two positions gave well- reached at 508-400-6837 or at carey. which qualitative approach provides thought-out reasons for his or her [email protected]. To view this the best results. You, no doubt, have choice. It typically related to the article online, enter article ID 20100601 your own opinion. specific research problem they faced. at quirks.com/articles. To explore the reasons profes- Another reason for a preference was Isionals feel strongly about the merits skill. Practicing what you know how create a concise best-practice state- of focus groups (FGs) versus in-depth to do best makes sense. Many profes- ment from the collective wisdom of interviews (IDIs), we asked 20 of sionals are better at one approach than 20 practitioners? them when and why they choose another; this factor obviously plays a to use FGs versus IDIs. The themes role in the choices practitioners make. Arguments for in-depth that emerged from our asynchronous Aligning the approach with the interviews debate process are illuminating. objectives was an overarching theme IDIs provide the best opportunity In general, there were three, even among professionals who to explore decisions and compare somewhat predictable, positions: strongly favor one technique over differences and similarities among one-on-one interviews are superior the other. Thus, our next questions reference group members. When to focus groups; focus groups are are, what are the “when and why” the research objective is to under- superior to one-on-one interviews; answers experts gave? And, can we stand individual decision processes or individual responses to marketing stimuli (e.g., Web sites) IDIs are typi- snapshot cally the choice. IDIs allow detailed exploration of a single respondent’s The author consulted 20 qualitative researchers to get reactions without contamination. their answer to the age-old question: Which is better, They are particularly valuable when the focus group or the IDI? The answer, of course, is: it researchers want individual reactions placed in the context of the indi- depends. vidual’s experiences. A preference for IDIs is likely

16 | Quirk’s Marketing Research Review | June 2010 www.quirks.com Customers’ expectations keep rising. Competitors are nipping at your heels. Is your brand performing up to task?

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SAN FRANCISCO when group interactions are unim- competitive consequences are sensitive tinguish between the ease-of-use factor portant or detrimental. A few areas (for example, companies con- versus the better-approach factor! scenarios are: sider information-technology practices proprietary, especially security technol- Arguments for focus groups • when it is easier to reach target ogy). In addition, businesses are wary Several versions of the following respondents with IDIs; of participating in FGs with competi- comment were typical: “My rule of • when there is a better cost-benefit tors (such as when participants are from thumb is to assume focus groups and for IDIs; the same vertical industry, etc.). switch to IDIs only if necessary.” A • when it is preferable to collect basic question is, “Will the group responses without the group influ- A preference for IDIs was evident dynamics add to the findings?” ence factor; when: There are triggers to suggest when • when probing and/or laddering to do groups versus using other quali- techniques are part of the data col- • working with small populations, tative approaches. FGs are particularly lection process; especially if geographically-dis- compelling: • when project objectives require a persed; direct correspondence of specific • avoiding operational pitfalls is a • when consensus or debate is findings to specific respondent seg- concern (e.g., the threat of 60 required to explore disparate views; ments; and/or percent of a group cancelling or • to generate opportunities for point- • when a device or process is being possibly inviting the wrong people; counterpoint discussion and resolution; tested for usability. it’s easier to recover from one • as an excellent approach for broad, bad-fit IDI than a FG with eight exploratory topics, and as a mecha- Additionally, if the topic is highly people); and nism for helping people generate sensitive (e.g., serious illnesses) use of • you need deep layers of infor- and share their ideas; IDIs is indicated. Subjects which are mation from probing (e.g., • when the interaction between the highly personal (e.g., bankruptcy) or interviewing “experts”). participants sparks a discussion that illu- very detailed (e.g., divorce decrees) minates a topic, draws out latent issues; are best probed deeply with IDIs. In the final analysis IDIs are a prac- • when you want people to work in Sensitive subjects are also a factor tical approach and typically easier to teams; in business research. Topics with manage. However, it’s important to dis- • when the rich quality of respondent

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18 | Quirk’s Marketing Research Review | June 2010 www.quirks.com interactions is needed or you are while allowing in-depth question- objectives are individual in nature exploring common trends; and/or ing. Mini-groups are well-suited to (e.g., decisions, preferences, usability) • when you are early in the explora- obtaining reactions to product stimuli or group-oriented and benefit from tion of a concept or topic, as group and generating refinements. Contrary participants’ discussion or perhaps dynamics are powerful in the dis- to most opinions, sensitive issues are arguments (e.g., concept exploration). covery process. not only okay in groups, but may The second theme is summarized be explored as well as or better than by the simple comment, “Why not Focus groups have an advantage in IDIs, because respondents engage use both?” Designing qualitative when trying to engage clients (deci- when discussing their condition or research using IDIs and FGs provides sion-makers) in the research process. issue with others in the same boat. the best of both worlds - and it’s not When research sponsors take time to Finally, the statement, “I favor the a cop-out! IDIs provide depth of view focus groups it expedites their group situation; people are forthcom- questioning and personal informa- buy-in, moving the study to final ing among peers when attention is tion while FGs help us understand the recommendations faster. You are less focused on many rather than one,” social context of issues. The methods likely to “lose” your client in the depicts a popular position. are complementary. course of two or four hours compared For business decision makers, to the time associated with IDIs. For Two themes combining the benefits of IDIs some practitioners focus groups were Two themes emerged that we can and FGs is a great solution if the preferred when speed is important, use to construct a best-practice state- budget supports it. In fact, perhaps but apply caution here: advocates of ment. The first is characterized by the the only real argument against this IDIs use this argument too. FG prac- mantra, “Objectives drive design.” approach is concern about exceed- titioners believe IDIs take longer to Evaluate critically the research objec- ing a project’s budget. |Q execute than FGs and are harder and tives and apply the approach most more time-consuming to analyze. likely to provide insights. A good Save your IDIs from Focus groups of no more than practitioner chooses the best method the Digressor eight respondents was a recommenda- for the work and the selection process Doing some IDIs? Enter article ID tion echoed by several practitioners. requires understanding the merits of 20081202 at www.quirks.com/articles to Triads and mini-groups were suggested all available approaches. learn how to deal with a host of problem as alternatives for generating ideas A key question is whether the IDI respondent types. WE DON’T CUT CORNERS Opinion Search provides university & college educated interviewers, onsite supervision & quality control monitoring, and live data access.

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www.quirks.com June 2010 | Quirk’s Marketing Research Review | 19 > data use By Erik Coats, Cristina Ilangakoon and Michael Feehan

Improve confidence in findings with strength-of-conviction metric

Two of the most ubiquitous ques- Traditional IAA approaches Editor’s note: Erik Coats is executive tion batteries in quantitative market hinge on consumers making effec- vice president, Cristina Ilangakoon is research are those in which a list tive judgments on how strongly senior associate and Michael Feehan of attributes are rated on 1) their a brand performs on any single is CEO at Waltham, Mass., research importance in buying decisions, and attribute. However this two- company Observant LLC. Coats can be 2) strength of association with any dimensional picture (association reached at 781-642-0644 or at ecoats@ specific brands. The value of these and importance) is vulnerable in observant.biz. Ilangakoon can be reached questions is obvious, and indeed situations where consumers do not at [email protected]. Feehan can be Tit would be difficult to exagger- have full knowledge of the product reached at [email protected]. To ate their importance to marketers. or attribute under consideration. view this article online, enter article ID They provide a picture of the This is especially true when new 20100602 at quirks.com/articles. critical needs of potential consumers products are considered, but even and how a brand’s value proposi- with well-established brands cus- tion stands on its ability to fulfill tomers frequently have gaps in their The degree of confidence those needs relative to competi- knowledge and perceptions. We Strength of conviction (or SoC) is tors. Because these questions work argue that the two-dimensional the measurement of the degree of together to provide this important IAA approach can be improved by confidence a consumer has in their picture, they are often referred to simultaneously including a third rating of a brand association. Asking collectively as an influential attribute dimension - a measure we call about strength of conviction is akin assessment (or IAA). strength of conviction. to asking, “How sure are you?” For example, a consumer may feel snapshot extremely confident that an Apple iPhone has some desired quality, such When constructing an influential attribute assessment, as having a highly-scratch-resistant adding a strength-of-conviction metric can help quantify screen. However, asking about Google’s forthcoming smartphone the respondent’s degree of certainty so that it can be Dragon may be more challenging. controlled for and used to clarify the picture of brand They may assume the Dragon prob- performance. ably has the same screen quality but would be less sure. SoC quantifies

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t Three spacious, technology-friendly focus suites t Traditional and non-traditional suite accommodations with observation rooms t Two CLT facilities for up to 100 respondents t Commercial and residential test kitchens t FREE unlimited parking A division of The Research Group Inc. t FREE shuttle to/from BWI Westin and BWI Sheraton BW Research Tech Park 5520 Research Park Drive - - www.observationbaltimore.com t 410 332 0400 Baltimore, MD 21228 this degree of certainty so that it Always a continuum must decide between two imperfect can be controlled for and used to In designing a quantitative survey, options. Allowing “don’t know” has improve the picture of brand per- before asking consumers for brand rat- at least three important drawbacks. formance. In other words, adding ings we must first decide whether or First, it allows less-diligent consum- SoC can change a two-dimensional not we wish to allow a “don’t know” ers an easy out by allowing them to view into a more complete three- option. Allowing “don’t know” rec- essentially avoid the question. Second, dimensional picture. ognizes that consumers may have such it complicates analysis by permitting So how much does SoC really a low degree of conviction that they missing data. And third, we fail to matter? Potentially quite a bit. Those should be allowed to give no answer collect data on beliefs that are weakly who’ve conducted IAA in the past at all. But this dichotomous view held but may nevertheless affect have probably already noticed weak- of SoC is too simplistic: something behaviors of interest. nesses in the quality of data and people either have or don’t. In reality, Yet disallowing “don’t know” has inferences resulting from uncertain SoC is always a continuum. its own pitfalls. It may frustrate con- responding. Without SoC market researchers sumers who don’t know how to rate all products on all attributes and create error in our data by forcing a response when no appropriate one is available. The Country’s Largest Network of Top Rated This error in the data is perhaps most Independently Owned obvious in the midpoint spike. Focus Group Facilities It is not uncommon when viewing 21 Markets Nationwide a frequency distribution of a product- 28 Top Rated Facilities associate question to notice a spike at or Convenient Confusing? Boston the midpoint in the scale (e.g., 5 on a Performance Plus/Boston Field & Focus Downtown Boston 10-point scale). Quite often the fre- Framingham quency at the midpoint is greater than Charlotte Leibowitz Market Research Associates either side of the midpoint. Chicago It’s likely (and widely suspected) National Data Research Downtown Chicago that this midpoint spike reflects people Skokie with low SoC who didn’t know what Detroit MORPACE International answer to give. Having been denied Enfield a “don’t know” option, they may Performance Plus decide the middle answer is the safest Intuitive or Impossible? Fresno Nichols Research choice. This would not be a prob- Indianapolis lem if all midpoint answers reflected Herron Associates Downtown Indianapolis low SoC and if all people with low The Idea Center SoC gave an answer at the midpoint Jacksonville Concepts In Focus of the scale; but neither of these is Las Vegas true. Some people use the midpoint Consumer Opinion Services because that is their honest assessment. Los Angeles Adept Consumer Testing Moreover, some people with low Beverly Hills SoC give an answer at the bottom or Impressive or Impractical? Encino Northern New Jersey top of the scale - spiking the tails of Meadowlands Consumer Center the distribution. New York City New York Consumer Center In short, without a separate SoC Philadelphia measure, brand-associations and SoC Group Dynamics In Focus are mixed together. The problem is Portland Consumer Opinion Services likely not limited to the midpoint San Antonio spike; it’s likely that SoC serves to Galloway Research Service or pull many responses closer to the Health Food Bird Food? San Diego Taylor Research midpoint. For example, a person San Francisco / San Jose who believes a certain brand prob- Nichols Research Know the Answers. Know Your Market. Downtown San Francisco ably deserves a score of 9 may instead Concord San Jose give it an 8 if they have moderate Seattle conviction about their answer, or Consumer Opinion Services even a 7 if they have less conviction. St. Louis Knowledge is Power. Be Power Full. Lucas Market Research Without specifically addressing SoC Tampa in the questionnaire design there is Full Spectrum Market Research Services Herron Associates no way to analytically untangle this One Call. One Click. Unlimited Possibilities. (800) 288-8226 www.group-net.com Washington, DC Shugoll Research muddling of product association and degree of certainty.

22 | Quirk’s Marketing Research Review | June 2010 www.quirks.com of two conditions: 1) traditional Figure 1a: Frequency Distribution In Traditional IAA Arm IAA, or 2) IAA with SoC. 30% Those assigned to the tradi- tional IAA arm rated their PCP on 25% each of the 30 attributes in a typical 20% format, on a 1-10 scale from “Does not Describe at All” to “Describes

Respondents 15% Completely.” 10% Those in the SoC condition pro- vided data on both association and



5% strength of conviction in a single 0% operation. This was achieved using an 0 1 2 3 4 5 6 7 8 9 10 interactive graphical drag-and-drop Rating “Pays Income Taxes Fully and On Time” questionnaire format. It has been argued that interactive methods such as drag-and-drop improve the quality of both data collection and consumer Figure 1b: Frequency Distribution In SoC Arm experience (see “More satisfying satisfaction research,” Quirk’s, July 30% 2009). In our study, consumers were 25% shown a single attribute on a screen 20% and asked to select one of five color- coded markers to indicate their level 15% of conviction in their response (from 10% 5 - “Highly Confident” [bright green] to 1 - “Not at all Confident” [dark 5% Percent of Respondents Percent red]). They then dragged that marker 0% onto the association 1-10 scale at the 0 1 2 3 4 5 6 7 8 9 10 point that indicated their association. Rating “Pays Income Taxes Fully and On Time” This one-step process to measure two dimensions simultaneously was then repeated for all other attributes. We initially verified that attributes do in Self-funded study standing the importance of various fact vary with respect to strength of To evaluate the potential advan- characteristics about primary care conviction. Top-2 box SoC (confi- tages of incorporating SoC into physicians (PCPs) in driving their dent or extremely confident) ranged IAAs, Observant LLC conducted satisfaction and likelihood to con- from a high of 91 percent (“has a a self-funded study to develop and tinue going to him or her. clean and comfortable waiting and evaluate an online questionnaire The product attributes for the exam room” and “office staff is method of assessing SoC in a brand- IAA were 30 characteristics of friendly and helpful”) to a low of 54 association context. The respondents PCPs. Each consumer first rated percent (“runs an environmentally- were 400 adults recruited from a the importance that a doctor should clean practice”). general U.S. population panel. The have each of the 30 attributes. They We then looked to see whether topic of the research was under- were then randomly assigned to one including SoC eliminated the mid-

www.quirks.com June 2010 | Quirk’s Marketing Research Review | 23 predict consumer behavior. To test Figure 2: SEMs Based on Traditional and SoC Arms the hypothesis that SoC would provide manifestly different interpretations, we Approachable Adjusted Goodness of Fit .57** asked all respondents to answer ques- .5186 tions about their satisfaction with their Office functionality ns doctor and the likelihood that they Intent to Stay ns With Current PCP would switch to a new PCP in the Medical knowledge ns near future. Attribute ratings were then used to predict their intent to stay with Demographics or change their doctors using structural equation modeling (SEM). Comparing SEM models based Approachable Adjusted Goodness of Fit .58** on the control condition with those .6459 of the SoC condition clearly dem- Office functionality ns Intent to Stay onstrate the superiority of the SoC .42** With Current PCP approach. As can be seen in Figure 2, Medical knowledge ns in the traditional arm only the factor SoC IAA IAA Traditional of “approachability” significantly Demographics predicted “intend to stay.” In the SoC arm, both “approachability” and “medical knowledge” significantly predict “intend to stay.” It is perhaps point spike. Figure 1a shows the observed for the traditional method not surprising that SoC improved frequency distribution of the attribute but not the SoC method. predictive ability for “medical knowl- “pays income taxes fully and on time” edge,” as this is an area where there is in the traditional IAA arm; whereas Predict consumer behavior greater variability in people’s level of Figure 1b shows the distribution for The most important test of the util- conviction about their ratings. the same attribute in the SoC arm. ity of including SoC is exploring The SoC approach also performs As expected, the midpoint spike is whether it improves our ability to significantly better on objective goodness-of-fit indices. The overall adjusted goodness-of-fit index is .6459 for the SoC arm but only .5186 for the traditional arm. This confirms that the data collected using SoC are supe- rior in their ability to predict relevant behavioral intentions.

Improves our ability The advantages of SoC are no mere academic exercise. Adding SoC to a traditional IAA task improves our ability to predict future customer behavior. In our example, we could envisage a program being developed to improve physician perceptions among their patients (and thereby enhance medication adherence with improved public health outcomes). Without considering SoC, such a program would miss the boat and pri- oritize only one key dimension. With more accurate SoC data, the program would correctly target two aspects of physicians’ practices to improve. By measuring the confidence our respondents have in their answers, we market researchers can improve our own confidence in the insights we deliver to our clients through improved IAA. | Q

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www.decipherinc.com | 800-923-5523 > By Joseph Rydholm Maximizing those mobile moments

How Marriott International tapped mobile research to get feedback on enhancements to its mobile site mobile research mobile

f your goal is to conduct research with on-the-go people, what better way than with mobile research? That was part of the thinking behind Marriott International’s decision to conduct a mobile-based study with users of Marriott Mobile, the mobile version of the Marriott Web site. IMarriott Mobile debuted in August 2008 and was a smash hit, generat- ing $2 million in gross revenues by the end of that year. Wanting to keep pace with technology and with travelers’ evolving needs, Marriott sought to add new features in 2009 and so turned to research firm Vision Critical for help with developing a mobile survey. “We wanted a quick way to determine what our mobile customers are looking for, which is precisely what the [mobile survey] allowed us to do,” says Gina Villavicencio, senior manager, user research, Marriott International - eCommerce. “The survey enabled us to speak to 700 mobile users in roughly 30 days and very quickly get insight into today’s mobile customers.” The brief questionnaire included some general-impression questions, some usage pattern questions and also queried about a city guide feature Editor’s note: To view this article online, which offered information on restaurants and other attractions in cities enter article ID 20100603 at quirks. com/articles. with Marriott hotels. “We wanted to understand how our mobile users would respond to the launch,” says snapshot Villavicencio. “The feedback was over- Shared expectations and awareness of the technique’s whelmingly positive. In fact, we also strengths and weaknesses helped Marriott get the most out of a mobile survey of users of its Marriott Mobile benefited from a halo effect where those site. The results augmented data gathered from a host of who clicked on the city guide link rated other sources to give a fuller look at the user experience. the mobile experience higher.”

26 | Quirk’s Marketing Research Review | June 2010 www.quirks.com Marriott had a wealth of data from Chris Ferneyhough, senior vice the benefits of [the mobile survey other research approaches on the president of Vision Critical’s tech- approach] is immediacy. Because mobile site - online surveys, second- nology practice. “When you think you get the respondent right there, ary data, etc. - but to get feedback about a scenario when the respon- when they are using it, while they on the mobile site it made sense to dent is the mobile professional, are going through the experience, use a mobile-based survey approach, someone who is constantly at the the quality of the data is richer and Villavicencio says. There was some airport and staying in hotels, their more accurate. The drawback is the prior experience with a mobile- down time sitting at the airport gate inability to ask several questions or based survey, thanks to a previous is often spent on their BlackBerry or probe. However, if you have a spe- ad-effectiveness test, so the research- their iPhone and there is an oppor- cific topic or objective, the way that ers knew at the outset what they tunity to hit them with surveys to we did, a mobile survey is ideal.” could and couldn’t do, and what measure their satisfaction with their kind of information they could most recent flight or hotel stay. Response rates were very good expect to garner, using the mobile “In a lot of these cases, you While no incentive was offered to survey approach. “We knew there are able to catch the respondent in respondents, response rates were were some limitations, including the moment, once they get off the very good, which was likely a result survey length and question type. We plane or when they leave a store, as of customers’ loyalty to Marriott, had one open-ended question but opposed to having to contact them Villavicencio says. “They tend to we knew it wouldn’t yield much two weeks later, and ask them about respond to our surveys very well. information.” that flight or that experience in the Plus, taking a mobile survey is still a While mobile surveying has a store or that hotel stay,” he says. novelty and the invitation to do so number of applications, it is obvi- That immediacy makes up for probably piqued their curiosity.” ously well-suited to researching any concerns about the need to be Beyond incentives, it is cru- the frequent business travelers, says brief, Villavicencio says. “One of cial to make sure that prospective

www.quirks.com June 2010 | Quirk’s Marketing Research Review | 27 respondents have an unlimited data plan through their mobile service Quick suggestions for those and therefore won’t have to pay to respond to your survey. Paying to do something they expect to be considering going mobile: compensated for in some way, even if that compensation only takes the • Keep it brief. Short and sweet is the strategy for both the questionnaire form of a chance in a prize draw, in total and the questions themselves. “In these mobile moments, as we call not only damages the respondent’s them, you don’t have a lot of time so you want to make sure you get them view of the research process but through the survey quite quickly,” Vision Critical’s Gordon McNeill says. also makes it more likely they will choose not to respond. “Cost to • Keep it simple. Remember that there are thousands of models of the respondent has been a point of smartphones on the market, and to make a survey appear in roughly the contention,” says Gordon McNeill, same way on all of those phones, things need to be kept simple. Colors vice president of product innova- can display differently on different phones, questions can wrap differently tion at Vision Critical. “In North depending on screen size, etc. America we are getting better at Not only does this maintain respondent satisfaction by showing respect having unlimited data plans, but for their time but it also compensates for the effects of mobile phones’ it is something to be aware of and small screens and the myriad types of phones that the survey must appear understand that you are more likely on. For example, overlong questions can break in odd ways and you to get a response from someone want to keep respondents’ scrolling to a minimum. “The way that a with an unlimited data plan than longer question would show up on an iPhone will be dramatically differ- someone who has to pay to respond ent than on a BlackBerry Pearl. The more scrolling a respondent has to to your survey.” do, the more frustrating the experience. So the shorter you can keep the Villavicencio says that Marriott questions, and the fewer response options you offer, the better,” Vision expected most of the respondents Critical’s Chris Ferneyhough says. would complete the survey while they were on the road or on the go • When possible, know your respondent. “We have profiled our but a surprising one-third took the panelists to make sure they are willing to complete surveys and to find survey while at home. “That speaks out what type of device they are using. You have to respect the fact that to the adoption of mobile. It was there may be respondents who don’t want to complete surveys on their interesting to learn that a person mobile device or might be intimidated by doing so,” Ferneyhough says. who is at home would choose to take a survey on their mobile • Make sure respondents are completing mobile surveys on their device,” she says. mobile phones. “There is a chance that they could get the invite via The location factor is one that e-mail and then they go and complete it on their computer and of course Vision Critical has been examining things look very different,” Ferneyhough says, which could affect their in some of its research on research, impression of the survey process. says McNeill. “One of the ques- tions we have been adding to our mobile projects is, where are you we are capturing respondents at questions may be moot, as GPS right now? Are you in a car? At different times than we are captur- and other location-pinpointing the airport? We want to start to ing them when they complete a technologies become standard in combine those kinds of numbers survey on their computer.” smartphones, McNeill says. “It’s from across our surveys to see if Going forward, those kinds of getting to the point where you don’t have to ask someone where they are located - you can capture that from the device if they give >>>.36)(37(92*64 you permission. Thus you can shorten up the survey because you don’t have to ask those questions but you get that rich data.”

Paint a clearer picture One of the main reasons to do the Marriott Mobile survey was to be able to link it to Web analyt- ics data to paint a clearer picture, MANAGE WHAT MATTERS Villavicencio says. “In the past, we measured improvements to

28 | Quirk’s Marketing Research Review | June 2010 www.quirks.com Marriott.com using behavioral or have by and large gone away.” Complements rather than replaces Web analytics data and attitudinal While mobile research is new For Marriott, Villavicencio says that or survey data. The mobile survey and different, it has to be used while the mobile research experi- allowed us to do the same for properly to avoid making its use ence was satisfying and helpful, the Marriott Mobile.” more than just a reaction to the method will be viewed as one that For Marriott, it also helped that need to try the latest thing. “It complements rather than replaces its the various internal teams had dis- really comes down to, what is the existing research approaches. “We cussed their shared expectations and type of person that you need to have a host of different tools such objectives going into the research, collect this data from, how rep- as Web analytics and the online so there were no surprises or disap- resentative are smartphone users research panel hosted by Vision pointments as the data came in, among this type of respondent Critical. The mobile approach is Villavicencio says. “I think that and what is the category?” says definitely another tool we plan to use when trying new tools, or new Ferneyhough. in the future.” |Q approaches, it’s always good for the client teams to go in com- pletely in synch.”

Grow rapidly Ferneyhough feels that use of mobile research will continue to grow rapidly. “I think it’s an important area and I’ll be surprised Mobile Qualitative if five years from now at least a third of the data that is being col- lected isn’t being done this way. Research The phone makers themselves are doing a great job of driving Conduct true Mobile Qualitative Research with people to these devices and getting them to change their Web behav- ior. More and more companies are recognizing the importance of the platform and getting a better understanding of the platform and Use text-messaging to connect with consumers in the moment... definitely it is the most exciting › Eating habit studies DURING the lunch hour aspect of where research is going.” › Computer usage projects WHILE the participants are at work While mobile research shows a › TV viewing studies DURING “prime time” lot of promise as a new and excit- › Shopping studies WHEN participants are at the store ing technique, that very newness › Event research DURING the event means that things won’t always go smoothly, Ferneyhough says. “We EASY. INEXPENSIVE. WORLDWIDE. are still so early in this methodology that there will be a lot of hiccups along the way. We as research- ers are going to have to learn as Contact us to participate in we go, and we will unfortunately a nationwide test of QualAnywhere™ learn things the hard way. I would June 15th and 16th. almost make a parallel to the early days of the Web research in the late ‘90s, where [with mobile research] you are getting the opinions of a select group of respondents who are comfortable using their technol- ogy and spend a lot of time using it and as a result are not terribly rep- resentative in all likelihood of the target market. The good thing is, www.2020research.com | Phone: +1.615.777.2020 many of those issues are going to US Toll Free: 800.737.2020 | [email protected] go away as penetration levels keep From 20|20 Technology, a Division of 20|20 Research, the industry leaders who brought you rising, just as the same types of QualBoard™, QualMeeting™ and QualJournal™. arguments related to the Internet www.quirks.com June 2010 | Quirk’s Marketing Research Review | 29 > By Cindy Bean Where can we make a difference? Seeking to enter a crowded market, a pharmaceutical company used research to understand the needs of osteoporosis sufferers

n a competitive and well-established therapeutic category,

carving out a unique space for a new brand is challenging, as

one pharmaceutical company discovered when trying to launch

a new brand into the osteoporosis market. After many months

of research with health care providers (HCPs), the company concludedI that it would be unlikely to change current first-line prescribing behavior at the physician level. So it decided to explore a consumer-driven

branding effort. But, the company wondered, was there a consumer segment

pharmaceutical/health care research in which it could really make a difference?

Previous qualitative research had already segmented the market into four

primary patient-user groups. Determining if one or more of these segments Editor’s note: Cindy Bean is a qualitative research consultant at Ladd Research would be receptive to this new product would require an in-depth under- Group, Cincinnati, Ohio. She can be reached at 513-233-9780 or at cindy@ standing of not just the current drivers of and barriers to treatment for each laddresearchgroup.com. To view this article online, enter article ID 20100604 segment but of their attitudes toward the disease and toward their physicians. at quirks.com/articles. snapshot The team embarked on a two-phase In-depth qualitative with patients helped determine how exploratory research plan, grounded in to position a new brand in the osteoporosis category by uncovering the emotional issues underlying the seeking consumer insights, followed by a mes- of treatment and living with the effects of prescription saging check with health care providers. medicines.

30 | Quirk’s Marketing Research Review | June 2010 www.quirks.com Phase 1: Understanding the medication. They have adapted to its The recent switcher - those attitudinal and behavioral drivers administration requirements and expe- who recently switched their osteo- of the osteoporosis patient rience no side effects. porosis medication in order to either The first phase involved a combina- The current dissatisfied user gain less-frequent dosing via another tion of individual interviews and - those who are currently taking but medication; the impression of a par- small-group discussions with patients are not happy with their osteoporosis ticular DTC campaign; or the wish to in each segment, utilizing multiple medication. They experience some try a brand that could be more better creative methodologies. The pri- side effects, have not adapted well to tolerated by the patient. mary objective of this phase was to its administration requirements and create a detailed profile of the typi- are not convinced of its efficacy due Archetype cards cal patient in each of these segments, to not “feeling better”/having to Patients were requested to complete with emphasis on their attitudinal wait for their next DXA scan. They two collages as a homework exercise and behavioral drivers. The hope was feel like they have no choice but to prior to the research - one to describe that these in-depth segmental profiles continue taking this medication since their feelings towards having osteope- would reveal the greatest opportuni- the outcome could be worse if they nia/osteoporosis and one to describe ties for this new product and then stopped treatment (i.e., broken hip, their feelings about their treatment help the company understand what hunched back, etc.). medication. All interviews and group messages would resonate with that/ The lapsed user - those who discussions started with a review of those audience(s). stopped taking an osteoporosis medi- the collages. Multiple projective tech- Patient-user segments determined cation due to either an inability to nique exercises were then introduced, by prior research: tolerate the medication’s side effects; including the use of archetype cards The current satisfied user - deciding to stop treating a condition to help patients define themselves those who are currently taking and “they can’t feel”; or believing the cost and the use of a pictorial scenario to are happy with their osteoporosis of treating this condition is too high. understand their interactions with

www.quirks.com June 2010 | Quirk’s Marketing Research Review | 31 dents on a deeper level instead of Collage 1: ‘How do you feel about having osteoporosis?’ only in relation to the research topic. In this instance, they were used to examine the ways respondents define themselves and their relationships. With this knowledge, a researcher gains perspectives on how the respon- dent approaches products and services, whether they are early- or late-adopt- ers, how their relationships influence behavior, etc. In prior research, when patients were asked how they felt about having osteoporosis, typical answers included: “I feel old,” “I didn’t think it was that serious,” “I don’t feel it so I didn’t take it seriously” and “I was frightened by the word osteoporosis.”
The collages gave women an oppor- tunity and an outlet to express their Collage 2: ‘How do you feel about taking medication to treat osteoporosis?’ feelings more succinctly and revealed the disease’s impact on their self- perception. Collage 1 was created by a “dis- satisfied user,” whose task was to “describe how you feel about having osteoporosis.” Instead of just hear- ing, “I feel old,” we were able to get a visual picture - both because of the images she chose to represent her feel- ings and because the pictures allowed her to more descriptively articulate what it means to her to “feel old.” This collage depicts a woman who feels like osteoporosis has changed
her. She used to be soft and feminine; now she feels hard and brittle. She their physician. provide the basic light and shadow used to be in control; now she doesn’t Archetypes are ancient, universal attributes of a different archetype. feel like the empowered woman she patterns of behavior that are embed- Typically these cards are used for was in the past. Osteoporosis has ded in what Carl Jung called the meditation, creative writing or for robbed her of who she used to be “collective unconscious.” Author personal use in determining one’s and now she lives with concern and a Caroline Myss has created a set of own archetypes. For researchers, the yearning for her former self. 80 archetype cards, each designed to cards are a way to understand respon- Collage 2 was created by a “recent switcher” in response to the question, “How do you feel about taking medi- cation to treat osteoporosis?” Instead of just hearing, “I’m confused,” this collage enabled us to see that she is not only confused by the number of medications available, but by how they will interact with other medica- tions and whether they will have the needed effects. And we began to see a common theme: “Who do I listen to? My doctor, my mother, my friend?”

Emotional triggers Armed with the insights from the collages, we used the archetype cards

32 | Quirk’s Marketing Research Review | June 2010 www.quirks.com to drill down on the emotional trig- women are mothers, long accustomed choice of many lapsed and satisfied gers. Are the respondents typically to putting others first (typically the users but different aspects of this card loyal to people and products or do current dissatisfied user) and helping guide their attitudes/behaviors. The they migrate from one to another them live successfully. Some have satisfied user shows a zealous preserva- based on their current situation? Do shifted priorities (such as the current tion of a youthful identity within the they look at obstacles as something to switcher) making themselves a prior- context of aging whereas the lapsed overcome or as another problem that ity. They are problem-solvers and can user is in denial of aging (i.e., Peter plagues them and keeps them down? be considered highly compliant in Pan) and thinks osteoporosis will just The archetypes the women selected their treatment of osteoporosis. go away. helped the team understand how they The Seeker: They possess a desire As a final exercise, these women are dealing with having osteoporosis to continue to learn and an eagerness were asked to interpret a stock photo- and what measures they are taking or to experience as much as possible. graph showing a doctor talking to an would take to fight it (or not). Of the They represent a quest to understand older female patient as she sits on the 20 cards utilized, a few of the most osteoporosis and how to best avoid examination table in his office. Most popular included: bad outcomes (the current switcher). women described this scene as, “The The Rescuer: Many of these The Child Eternal: This was the doctor telling me what I need to eat,

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Dca^cZ=ZVai]XVgZGZXgj^ibZci fj^X`gZXgj^i5ZedXgViZh#Xdb :edXgViZh=dcdghVcYFj^X`GZXgj^iVgZgZ\^hiZgZYigVYZbVg`hd[:edXgViZh!>cX#^ci]ZJ#H#VcYdi]ZgXdjcig^Zh# lll#ZedXgViZh#Xdb$fj^X`gZXgj^i www.quirks.com June 2010 | Quirk’s Marketing Research Review | 33 what dietary supplements to take. users, which helped the team deter- • Determining relevant and mean- He hands me a prescription for my mine the kind of language to use ingful message touchpoints for osteoporosis. I listen and agree to do when targeting these segments in this patient. what the doctor says.” Interestingly, direct-to-consumer materials. we learned that although women In addition to the identifying Phase 2: Qualitative concept have many questions about why they the target segments, this research testing among both patients were given a particular prescription, resulted in: and HCPs what other options they have, what The team felt that a key element to expect while taking the medication • An understanding of the target the campaign needed to address and even how they got osteoporosis patient: She is entering her was the finding that these women in the first place, they don’t ask the post-menopausal/retirement are not getting the information doctor to explain. years with great vitality and they need from their physicians optimism/excitement about her because they are not asking ques- Paved the way future. She describes her HCP’s tions during their appointment. This first phase of the research paved involvement in the diagnosis Concepts were therefore created the way for identifying the target as being low-key, making the to be used for in-office displays or audience: dissatisfied users and lapsed condition seem less urgent. She brochures to stimulate a dialogue. users. These two segments were told us what she needs (and However, it was apparent that even selected due to their feelings about doesn’t need) when considering if the messages resonated with this osteoporosis and treatment options: treatment options. She doesn’t audience, they also needed to reso- they want to fight the disease, they necessarily initiate the conversa- nate with the HCP if they were just haven’t found the right tool (pre- tion or ask all of her questions. to succeed in changing behavior. scription) that meets their needs (in • Uncovering three common emo- Therefore, the second phase of the form of an easy regimen that fits tional triggers that should be the research was conducted among into their lifestyle). They would ask harnessed in all brand communica- both the HCP and the patient. their HCP questions if they knew tions (to patients). Focus groups were conducted what to ask. • Identifying the barriers to treat- with patients to examine their These segments were also influ- ment, resulting in a “road to experiences during their in-office enced by the success of the satisfied conversion” schematic. visits and what was or was not dis-

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34 | Quirk’s Marketing Research Review | June 2010 www.quirks.com cussed regarding osteoporosis and to review the proposed materials. The twist on this otherwise routine methodology was that HCPs were also watching the focus group from the background. A qualitative research consul- tant was with the HCPs to note their reactions/comments as they observed the patients. At the con- clusion of the patient focus group, a focus group was conducted with the HCPs to uncover the “ahas” that arose from hearing feedback directly from patients. They also had an opportunity to review the proposed messages and concepts and provide insight into how they would specifically use these mate- rials to stimulate dialogue with their own patients. The inclusion of both perspectives enabled the creation of a connected dialogue and resulted in a success- ful campaign for a product that was How well do you really marketed intentionally as a “first switch” for patients who could not or would not tolerate the first pre- know your customers... scribed osteoporosis medication. The resulting messages helped the patient approach the HCP with educated ...And the influence each has questions and the HCP was able to identify specific issues the patient was on your brand’s performance? having with their prescription in the language the patient used. This lan- The Pharmaceutical Industry is changing. In this increasingly guage triggered key phrases used in tough market with increasingly complex brand-choice decisions, both the HCP and patient campaigns it is important to work with an agency that doesn’t just execute which made the brand a go-to choice research the way it’s always been done. as a “first switch” option. Ipsos Health’s team of research and industry experts puts the Thoughtful combination customer at the center of our research approach, h elping you Sometimes, in order to build a understand the pharmaceutical experience from the customer’s synergistic health care marketing perspective. And as experts in multi-stakeholder markets our message, targeted stakeholders - in all new Ipsos Healthcare Dynamics Model™ delivers a compre- this case, patients and doctors - hensive overview of the major decision-points in your market should be researched in combination and the relative influence of the multiple stakeholders who instead of in silos. The result can impact these decisions. be a mutually beneficial program At Ipsos Health, because we are not only market researc h that encourages a strong relationship specialists, but researchers with business and industry acumen, between HCPs and patients. For deeper insights into the we provide you with the commercially-meaningful research target audience’s attitudes and needed to thrive in today’s tough market. Ipsos Health: trans- behavior, a thoughtful combination lating customer understanding into brand opportunity. of projective techniques with a vari- ety of patient types can result in a For more information about Ipsos Health’s customer experience highly productive research initiative. expertise or our new Healthcare Dynamics Model,™ please contact: Couple this with a message check Rob Ramirez Phone: 203-899-0475 with health care practitioners and Email: [email protected] or visit www.ipsoshealth.com. the researcher can give the client a host of actionable insights. |Q www.quirks.com June 2010 | Quirk’s Marketing Research Review | 35 (4J4033065*647(5@

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Data Quality [email protected] Is Our Responsibility 800-969-9235 Five best practices for pharma-brand Web sites How boosting your Web equity can boost your brand equity

eing entrenched in Web site measurement day in and day out for the last few years, I’ve seen Web metrics become an By Kimberly Struyk Bessential part of executive-level decision-making, especially within pharmaceuticals. In an industry like pharmaceuticals, in which consumers can feel both overwhelmed and undereducated by the information that’s available (and, as a result of that confusion, dis- trustful), maintaining an influential pharmaceutical-brand Web site that satisfies all visitors - from sufferers to caregivers - is no easy feat. Still, it can be done, and I have watched some best practices take shape for doing so. Bear in mind that these best practices are merely the basics and a good starting point to propel digital branding forward. The key to unlocking the power of the brand Web site is to design it from a consumer point of view, by listening to and observ- ing Web site visitors. There are some fundamental themes that occur when monitoring visitors and linking their thoughts to the perfor- mance of the Web site. Just as the digital medium is growing in importance, these Web site fundamentals should be as well.

1. Satisfy the need-state. Sufferers and caregivers have different needs; a successful pharmaceu- tical-brand Web site will fill the need-state gap. Time and time again, we see many different types of visitor

pharmaceutical/health care research profiles while looking across the full spectrum of Web site visitors. On the consumer side, both sufferers and a large majority of care- givers decide to visit pharmaceutical Web sites. The key takeaway here is that if two unique groups have two unique sets of needs, they will likely respond to the Web site differently, especially if the needs of each group are not being met. Companies must take the time to develop content that satisfies snapshot both groups, even if it means pro- viding the same content through The author offers five different avenues or tones. best practices, including Typically, caregivers yield an even more pointed challenge than testimonials and Web sufferers, as they must address 2.0 tools, to improve a the disease head on while also Editor’s note: Kimberly Struyk is offering a helpful and supportive director of client service at CRM pharmaceutical-brand Web Metrix, Secaucus, N.J. She can be site’s ability to meet the needs hand to the sufferer. The question is, which type(s) reached at [email protected]. of visitors - disease sufferer or of information will be relevant to To view this article online, enter caregiver - and in turn boost both groups? Does each group call article ID 20100605 at quirks.com/ the brand’s reputation. for a different Web site and a dif- articles. ferent campaign, SEO/SEM, etc.?

38 | Quirk’s Marketing Research Review | June 2010 www.quirks.com We are a world class marketing research firm with unparalleled expertise in healthcare data collection, fieldwork and facility management.

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For more information contact Jeff Histand at +1 215 822 6220 or email [email protected] | www.reckner.com The data collected has shown that Figure 1 this is usually not the case; after all, the site is already capturing these two mutually-exclusive audiences. Individuals do not make decisions about their health on a whim; Instead, it is important to provide provide them with content needed to guide their research. the information clearly and con- Arming visitors with knowledge to make informed decisions helps a brand stand out as a cisely and organize the Web site partner in the research process, ultimately increasing the likelihood that consumers will in a manner that responds to the turn to that brand for treatment. two different need-states or pre- tenses under which these groups +47% +39% +64% are arriving to it. Following this best practice can foster long-term 82.3% 73.9% partnerships with either sufferers, 69.5% caregivers or both groups and ensure that Web site satisfaction and usabil- 26.1% 30.5% ity are taken to the highest level of 17.7% customer service. Web site A Web site B Web site C N=529 N=180 N=295

2. Sufferer or caregiver - All Other Motivation Reasons Motivated to Learn About Product or Category knowledge is power. Educational material about the disease/condition is always widely egory (Figure 1), even though there A common argument when dis- desired. Therefore, a good start is is a flood of information available cussing this topic is that consumers to always (and we mean always) through the many online medical are still wary of branded pharma- use the site as an educational tool portals. This indicates that consum- ceutical information. We present a about the disease. On average, ers look to the brand for education reverse argument: Isn’t it time to about seven in 10 visitors come to about medication in conjunction provide these consumers with the the brand medication Web site to with a 30,000-foot overview of the information needed to increase trust learn about the product or the cat- category, disease and treatment. levels? Knowing consumer wants

40 | Quirk’s Marketing Research Review | June 2010 www.quirks.com Figure 2 shop for disease-state information is a proactive approach to being heard as a brand and to aid in solidifying Web equity is a crucial component for pharmaceutical interactive sufferer decisions while cutting out presence and can provide an advantage over other outside influencers. At the end competing sites/brands. of the day, this instills trust among consumers and increases the likeli-

+25% +25% +27% +25% +25% hood that they will request a script, ultimately moving more prescrip- tions into their medicine cabinets.

57.1% 54.4% 59.7% 63.7% 58.8% 37.9% 31.8% 28.8% 31.8% 33.3% 3. Web equity is integral in Web site performance.

Agreement Agreement “Web equity” may sound like a Web site content is Web site is trustworthy Information provided is Information provided is Information provided is believable credible helpful relevant to me new concept to some, while brand Web Equity Statements equity most likely does not. Think Find web site less useful than competitors N=166 Find web site more useful than competitors N=252 of the Web site as a platform that showcases brand equity. To quickly define the Web equity concept, it is messaging that can be built and established through Web site con- and needs on a firsthand basis will ers do not usually make decisions tent. The Web site can do a brand help the pharmaceutical indus- about their treatment path on a justice or injustice depending on try deliver in a more trustworthy whim, so it is mandatory for brands how it is utilized. manner. This is of course part of a to guide sufferers in their online Let’s take a moment to think recent trend that shows more con- research. Brands have the opportu- about how Web equity can impact sumers now than ever are likely to nity to stand up as a partner in the a brand, or in this case, how it has visit branded Web sites. treatment decision-making process. impacted the pharmaceutical indus- Even more importantly, suffer- Creating the Web site as a one-stop try as a whole. As mentioned above,

h Insig rity Cla Supp nders fidence % tand 30 Con Le 4 62 8 end Assu ss frequen 9% 4-8 months 3 22 9% 2 4% Recomm months 8 52 1 36% t 90% 3 ure 9 28No48 34% 4 79 19%89% Less frequent 90% 3 889 920% M2a0ybe%5 69M%s a462y%2b%e75 5S99%69% telligence Awa 28% Somewhat 2 29 4% Ye 2 Do not5a%gree 2U In stand 30 4 62 89% 4-8 months 3 22 9% Fully agree 32 4% 90t 233 64 3 8 Frequen es 88 21%n Insight Understan 63 7 3More than 10 tim 23 0-3 mo 1 42% an 5 tim8es8 5219%45% 80% 74% 3% 3% Knowledge Less th0 times with caution 79 2 11 8Dis4a2gr%ee Focus re than 1 5% Use sing o 91%% 23% % 75 Su Mo 3 64 3 Confu99% N 8% 34 69% 42 pport Intellig t 3 25 62% gree 79 aybe 5 1% ence R equen % 2 Yes 7% A 20% M % No 9 8 Fr 2 48 9 4% 1% 6 3 89 % 99 gree 2 2 llent 1 90% s 62 not a ewhat Exce quent Ye Do Som 7 60 ess fre 9 4% 8% 9 9% L 2 2 % 2 lf 64 9 8 hat Top ha 36% Somew 24% 52 1 % 8% s 8 28 month 19% 3 4 79 Online Research Qualitative Research % Fully integrated data collection department Focus groups, in-depth interviews and providing our partners access to a robust other custom protocols managed by a team The Premier Source suite of the latest online tools. of experienced in-house professionals.

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www.quirks.com June 2010 | Quirk’s Marketing Research Review | 41 previous research has shown that Figure 3 trust tends to be low among phar- maceutical-brand Web site visitors. Digging a little deeper, this cor- The four pillars of a “blockbuster” Web site responds with the Web equity that that impact treatment decisions has been built since the onset of the digital era and subsequent Web site development. It is fairly apparent that the con- cept of Web equity may have been overlooked or messaged improperly Innovate for years. The industry as a whole now suffers and is left to pick up the pieces by ensuring the concept is Value-added tools

Trust Educate Relate

Provide a 30,000-foot view of treatment Meet the need-state of the Web site and category audience

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fully grasped and delivered appropri- sought after, especially within the ately in the future. pharmaceutical industry. This is Reliable and So how can we move forward particularly true with regard to from here? First, be aware that Web life-threatening categories, where Knowledgable site content holds a certain equity support and confirmation about Data Collection. or power for pharmaceutical brands. treatment of choice are needed on a Research has identified that a few continual basis. Moreover, testimo- distinct Web equity metrics such as nials can help strengthen the Web relevance, trust and credibility must equity platform and move sufferers be monitored at all times. If these down the treatment funnel. attributes decay, the breadth of the As discussed previously, Web site site content will not exert much visitors seek to become educated influence over the treatment deci- and informed about product infor- sion and can in fact steer visitors mation when coming to the branded away, as seen in Figure 2. Visitors Web site. Moving beyond the not in agreement with Web equity basics, testimonials can aid in a sort statements will not find your Web of disease-state digestion. When uti- site as useful as a competitive Web lized correctly, testimonials featured site that provides these subtleties in on brand Web sites provide a means content and messaging. of coping on an emotional front Overall, Web equity is a catalyst by educating through the hands-on that sparks a positive change in posi- experience of other sufferers. tioning, thereby having the power While testimonials provide to influence competitive positioning. consumers with reassurance that Time and time again, it is uncov- can help guide their treatment Field Data Collection ered that Web site optimization is decisions, they also help facilitate Questionnaire Development needed from a content/messaging positive ratings for the Web site Telephone Studies perspective over a usability perspec- experience. When testimonials are Custom Survey Research tive: It is this very concept that featured on a pharmaceutical Web Focus Groups often feeds into those strategies and site, metrics have in turn achieved Intercept Interviews recommendations. double-digit lifts that range from Qualitative & Quantitative Research 10 to 24 percentage points higher 4. Appreciate the impact of than without testimonials. The 513-753-4111 product testimonials and put brand Web site is a great stage FocusFGW.com them to good use. to create this type of emotional Product testimonials are usually camaraderie that can propel site

42 | Quirk’s Marketing Research Review | June 2010 www.quirks.com performance and equity scores into change would be better received if new realms of success. there is a personalized touch asso- ciated with it. Taking the sufferer’s 5. Do more than the bare current lifestyle into account (i.e., minimum - think Web 2.0. hours of work, exercise habits, From a usability point of view, activities, roles and responsibilities, always implement value-added Web etc.) will provide a more targeted site features. Functioning in the solution. This will deliver the most time warp of the digital era, brands relevant insights that can be put should already be beyond the basic into action after consulting a phar- nuts and bolts of site performance, maceutical Web site. (i.e., easy to navigate, a polished It should be noted that these appearance, loads quickly, etc.). interactive features are somewhat There are simple adjustments and ahead of industry trends and can tools that can be added to Web sites be advantageous to early-adopters. to attach value to the experience. Once they are established across Research shows simplified condi- all Web sites, mobile phone apps tion and symptom trackers prove to may increase in popularity and be be most beneficial to those expe- applied for condition-tracking tools. riencing an ongoing condition or Convenience must always be at the who have been newly diagnosed forefront of design. with the condition. To deliver on the need-state, Four pillars understanding the mind-set at the Underlying the aforementioned best time of diagnosis is advantageous. practices are four pillars to pharma- Sufferers generally look to outline ceutical Web site success that should goals after first researching the con- feed into design fundamentals for dition and treatment options. This this type of digital platform. These planning process is necessary to set four pillars should remain top of goals and deal with the condition, mind when assessing your current which can often seem distant to site, optimizing it further or design- the sufferer at the time. Catering ing a brand new initiative. to this mind-set enhances hope that Upon comparing your current the sufferer can turn their condi- Web site to the four pillars, if you tion around or at least learn to cope. find the site is off-target, begin For those suffering from a chronic closing the gap by addressing these condition, it is expected that a brand details accordingly. Once the gap is should assist in condition manage- closed, it is then time for attitudinal ment by providing useful tools. measurement to learn the dos and More often than not, static tools don’ts for your Web site audience. (PDFs, downloads) are housed on Web site measurement will get the pharmaceutical Web sites and still ball rolling for the optimization pro- fit into the Web 1.0 mentality. cess but before doing so, keep this This means that the tools usually tip in your back pocket: Traditional are great ideas but their design and metrics and methodologies used to placement on the site are not being measure impact can still be applied maximized. These elements were to measure your online digital ini- not built to be fully engaging and tiatives. Accountability to justify attract repeat users. investments is often the first barrier As Web sites evolve, we rec- that is faced when entering into ommend using the same tools that measurement for the digital arena. are appropriate for the condition While attempting to build Web at hand but bringing them to life equity, improve the customer ser- through interactivity between the vice platform or whatever your brand and the consumer. One objective may be through the online piece of advice for doing just initiatives, remember these best this is to build these tools from practices and always to put your a lifestyle change point of view. visitor first. And perhaps even more For example, a tool that provides importantly, track the initiatives to recommendations for a lifestyle make sure they are working. |Q www.quirks.com June 2010 | Quirk’s Marketing Research Review | 43 This relationship needs more managing Interviews with pediatricians found mistrust of pharma firms’ CRM and SFA programs

oday’s pharmaceutical companies are in the midst of global transformation, many investigating how to develop greater By Mary Jean Koontz Ttrust among a subset of “platinum” physicians who, due to decreasing insurance payments, have increasingly limited time to learn about new and emerging drugs. Current pharmaceutical cus- tomer relationship management (CRM) and sales force automation (SFA) programs are being perfected to hopefully wield even greater influence on doctors and their prescribing habits. But what is the actual impact of all of the CRM efforts on the physi- cians? Have the millions of dollars invested in pharma CRM and SFA systems had a positive impact in regards to increased trust with physicians? The author conducted a national qualitative interview-based study of pharmaceutical managers and American pediatricians to determine the intended (pharmaceutical corporate side) impact of drug makers’ CRM programs on pediatricians vs. the actual impact, as determined via interviews with a cross-section of American pediatricians. The research came to the conclusion that many of the CRM and SFA programs had a negative, or at best, neutral impact on doctors. However, physicians in management positions stated that CRM-based marketing likely influences them to prescribe more of a certain company’s medications.

pharmaceutical/health care research Effectively divide up CRM and SFA software allows pharmaceutical companies to effec- tively divide up doctors into profitable vs. unprofitable segments. Zeithaml (Zeithaml, 2001) developed the customer pyramid to show how a major pharmaceutical company segmented custom- ers (physicians) into platinum, gold, iron and lead segments by “viewing physicians as long-term strategic assets” and thereafter snapshot targeted them based on potential profitability across the company’s While customer relationship drug portfolio (rather than on management and sales force current sales within a single thera- peutic category) (Zeithaml 2001). Editor’s note: Mary Jean Koontz automation programs can be Segmenting physicians according a boon for pharmaceutical to their profitability requires a drug is CEO of Pacific Creations companies, the author’s company to consolidate physician International, a San Francisco research shows that they may databases across business units. The research firm. She can be reached pharmaceutical companies used the at [email protected] or at also be alienating the very following inputs for their “physi- 415-752-4063. To view this article audience they are meant to cian profitability analysis”: online, enter article ID 20100606 at exploit: doctors. quirks.com/articles. • the volume of prescriptions a

44 | Quirk’s Marketing Research Review | June 2010 www.quirks.com ©2010 Burke Incorporated. All rights reserved.

Help your team answer the tough question: What can I do to increase prescribing?

You conduct primary research among prescribers, patients and other healthcare professionals to provide guidance about what your organization can do to increase prescribing. You look to all of your secondary data sources (prescriptive data, call reporting data, sample drop data, the list goes on...) to help you find the answer. But, these activities only provide a partial answer. Let Burke show you how Linkage Analysis can help you link primary research and secondary data to provide Evidence-Based Decision Support to your teams. Call us at 800.427.7057 or visit us at Burke.com/Healthcare. particular physician generated (via IMS Health data); • the value of prescriptions; • the cost of a sales call; • the cost of product samples; • product gross margins, rebates and discounts (Zeithaml 2001).

Research framework and methodology The author’s research focused on pediatricians as a subset of physi- cians. The research framework is shown in Figure 1. The research was conducted in two major phases. In year one, the pharmaceutical execu- tives were interviewed. In year two, the pediatricians were interviewed. Eight total in-person and tele- phone interviews were conducted with managers and executives at medium to large-scale pharmaceuti- cal companies. They were recruited via industry contacts, followed up by written agreements between the researcher and manager not to men- tion the company name or the exact title of the pharmaceutical manager. The focus of the interviews with the pharmaceutical managers was to learn the overall company/industry objectives of the CRM and SFA programs. Responses ranged from comments such as this one, from an executive, “That’s simple, our goals are to increase sales” to a lower- level manager, who explained in detail his efforts to further develop a repository of medical study articles www.qmmr.net that would eventually be served up to the relevant physicians. 1.800.932.4249 Once the pharmaceutical man- agement interviews were conducted, the researcher developed the physi- cian discussion guide. Pediatricians were recruited via personal inter- actions at two national pediatric conferences. Due to the fact that the research was academic, not com- Seeing. Listening. Interpreting. mercial, pediatricians were open to being contacted later for a telephone interview. Although the physi- Specializing in Advanced cian sample was small - 35 total - it included a national representation of Medical Technologies and Pharmaceuticals private-practice, research and HMO When Expertise Counts pediatricians. Analysis Qualitative / Quantitative / Worldwide Respondents were promised that their name and affiliation would

46 | Quirk’s Marketing Research Review | June 2010 www.quirks.com the researcher used SPSS software to conduct the analysis. Since SPSS allows for up to 250 characters in a quote, the researcher was able to create “quote” variables in SPSS. The researcher then used SPSS to sort and group the quotes according to various demographic and psycho- graphic variables. The majority of “perceived impacts” of pharmaceutical company CRM programs were either neutral or negative, although pediatricians did mention some positive impacts.

be withheld from the final report. pharmaceutical company interview The interview digital .wav file was data. The researcher developed downloaded onto a computer and over 50 codes, which were then transcribed into a Word document. assigned to the pharmaceutical Pseudo first names were randomly company interview transcripts. selected for all participants. The The codes were then grouped into researcher used ATLASti software families or themes. for the thematic analysis of the For the physician interviews,

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Since 1995, researchers have called on Esearch.com for their online panel needs Esearch.com, Inc. online fielding support for research www.esearch.com [email protected] 310.265.4608 www.quirks.com June 2010 | Quirk’s Marketing Research Review | 47 The points below summarize the pediatricians’ perceived impacts of CRM programs.

Most prominent negative impacts Non-transparent, unreliable information about drugs. Glossy advertising-type drug brochures and presentations lowered the already low level of trust between pediatricians and pharmaceutical companies. Aggressive, insistent drug representatives who use SFA systems to “analyze and segment” physicians. This leads pedia- tricians to have an even lower level of trust in the drug representative.

Most prominent neutral impacts Pharmaceutical company Web site. Most pediatricians do not visit phar- maceutical company Web sites as they are viewed as biased toward the company’s drugs. E-detailing. Most pediatricians had no experience with e-detailing, expressing a neutral opinion of its impact on their medical practice.

Most prominent positive impacts

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48 | Quirk’s Marketing Research Review | June 2010 www.quirks.com Continuing medical education (CME). ence the way the data is interpreted companies. Pediatricians suggest that Pediatricians view CME as having or presented. That, to me, drives TV ads are misleading and decep- a positive impact on their medical the problem with trust.” tive, as illustrated by the following practice, especially if the program is quote from Justin, a doctor in private not biased towards one company’s Even less trust practice: “Now it seems that most of drugs. Pediatricians feel manipulated by the the pharmaceutical companies spend Drug samples. Pediatricians viewed pharmaceutical companies; they don’t more of their time and money mar- the distribution of drug samples as trust the marketing management to keting directly to the public, who are having a positive impact on their provide honest information about naive and don’t understand that these medical practice, particularly for drugs. Furthermore, the advent of are people with profit motives, that their lower-income patients. consumer prescription drug television the drugs on TV aren’t automatically advertising has led pediatricians to much better just because they’re on Manipulative and pushy have even less trust in pharmaceutical TV. It makes patients think there’s CRM and SFA software programs allow pharmaceutical marketing and sales people to perform more aggres- sive and standardized marketing campaigns. From the pediatricians’ perspective, more aggressive mar- keting and sales is often seen as manipulative and pushy behavior. This research concludes that the majority of interviewed pedia- tricians had a healthy distrust of pharmaceutical companies. While most pediatricians were not highly aware of the variety of CRM pro- grams targeted at physicians, when they were made aware of the pro- grams and their intended impact on physicians, the level of trust in phar- maceutical companies decreased. The research also points to the conclusion that the majority of pediatricians do not trust the data in • Experts in primary market research & competitive medical studies and papers provided intelligence (CI) since 1992 by pharmaceutical companies. SFA and CRM programs allow drug rep- • Rotating KOL panels across 12 therapeutic areas resentatives to deliver canned and • Perceptions, awareness, opinion & preferences research company-approved research reports. • In-depth expert interviews with KOLs, MCO pharmacy directors, The majority of pediatricians inter- physicians, etc. viewed expressed concern that • (Pre)clinical, commercial & regulatory CI in 25 countries pharmaceutical research data does not include any negative findings; • Strategic market opportunity assessments some even suggested studies that are • Specialists in assessing generics & biosimilars threats showing negative results are stopped • Systematic CI monitoring programs before completion. • Medical conference/symposia coverage Elizabeth, a young academic • Counter-intelligence services to protect intellectual assets research pediatrician, accurately described the reasoning behind • MD- and PhD-level interviewers and CI analysts much of the lack of trust in phar- • Loyal clientele; exclusivity arrangements are available maceutical company research: “With regard to the research piece, I think the biggest problem is when www.isisglobal.com there is a research project and U.S.Office: Europe (Switzerland): the pharmaceutical company has 650.298.8555 +41.41.455.2522 control of the data and they have [email protected] [email protected] control of the manuscript. Since they have a vested interest in the financial outcome, it could influ- www.quirks.com June 2010 | Quirk’s Marketing Research Review | 49 Research Company Spotlight - Pharmaceutical Research Below is a list of firms from our Researcher SourceBook™ specializing in pharmaceutical research.

ACCE International B & B Research Cultural Horizons Inc. First Insights Hispanic Market Consultants, Inc. 905-828-0493 x218 Services, Inc. » SEE AD 42 816-941-7000 212-926-3700 972-450-2500 www.acceintl.com 513-241-3900 www.cultural-horizons.com www.firstinsights.com www.hispanicmarketconsultants.com www.focusfgw.com

ActiveGroup Customer Lifecycle, LLC Focus Groups of The HSM Group, Ltd. 770-449-5539 B2B International USA Inc. 856-910-8220 Cleveland » SEE AD 54 480-947-8078 www.activegroup.net 914-761-1909 www.customerlifecycle.us 216-901-8075 www.hsmgroup.com www.b2binternationalusa.com www.focusgroupsofcleveland.com Adelphi Research by Design, LLC Digital Research, Inc. I.S.I.S.-Integrated Strategic 215-489-9200 Blackstone Group 207-985-7660 FocusVision Info Services Inc. » SEE AD 49 www.adelphigroup.com 312-419-0400 www.digitalresearch.com Worldwide » SEE AD 65 650-298-8555 www.bgglobal.com 203-961-1715 www.isisglobal.com www.focusvision.com all global Directions In Research, Inc. 212-271-1200 Burke, Incorporated » SEE AD 45 800-676-5883 ICR www.allglobal.com 800-688-2674 www.diresearch.com Galloway Research Service 484-840-4300 www.burke.com 210-734-4346 www.icrsurvey.com www.gallowayresearch.com Anderson, Niebuhr & DLG Rsch. & Mktg. Solutions Associates, Inc. » SEE AD 34 Campbell-Communications, Inc. 713-795-5503 In-Depth Research 651-486-8712 718-671-6989 www.dlgresearch.com Geo Strategy Partners 415-789-1042 www.ana-inc.com www.campbell-communications.com 770-650-8495 www.in-depthresearch.com www.geostrategypartners.com DoctorDirectory.com, Inc. The Angell Research Group, Inc. Camille Carlin Qualitative 828-255-0012 x118 Interclarity Rsch. & Cnsltg., Inc. 317-706-0046 847-940-8889 ext 18 Research, Inc. www.doctordirectory.com Greenfield Consulting Group www.interclarity.com www.angellrg.com 914-332-8647 203-221-0411 www.greenfieldgroup.com The Dominion Group Ipsos Health » SEE AD 35 Answers & Insights Mkt Rsch. Catalyst Group 703-234-2360 203-899-0475 317-815-9901 212-243-7777 www.dominiongrp.com Group Dynamics in www.ipsoshealth.com www.answersandinsights.com www.catalystnyc.com Focus, Inc. » SEE AD 40 866-221-2038 e-Rewards Market www.groupdynamics.com iServices ARSgroup Cooper Research, Inc. Research » SEE AD 9 973-599-3535 812-425-4562 513-489-8838 888-203-6245 www.iservicesgfk.com www.arsgroup.com www.cooper-research.com www.e-rewardsresearch.com Harper Global 317-594-1500 www.harperglobal.com Just The Facts, Inc. Assistance In Marketing Epocrates, Inc. » SEE AD 33 Cooper Roberts Research, Inc. 847-506-0033 410-337-5000 609-632-1070 415-442-5890 www.jtfacts.com www.aimresearchnetwork.com www.cooper-roberts.com www.epocrates.com Hase/Schannen Rsch. Ascts., Inc. 609-799-3939 www.hsra.com Kadence International Attitude Measurement Corp. CRG GLOBAL, INC. Fact Flow Research 508-620-1222 610-238-9200 386-677-5644 312-341-8117 www.kadence.com www.amcglobal.com www.crgglobalinc.com www.ffrfocusfacility.com HCD Research, Inc. 908-788-9393 www.hcdi.net KGC Authentic Response CRM Metrix » SEE AD 47 FCP Research 800-861-7261 1-888-AR-PANEL 201-617-7500 412-279-5900 www.kgc-qualitative.com www.authenticresponse.com www.crmmetrix.com www.fcpresearch.com

a cure for their disease, there’s a their drugs so they can “meet their adding that, with fewer career better drug than they’re getting, that sales quotas” and make their much drug representatives, “it is more newer and more-advertised is better. needed commissions. difficult than in prior years to Oftentimes, they’re not.” One pediatrician said: “Drugs develop trust over time.” are the same product like a car or All of these factors have con- Little knowledge anything. Working on commission tributed to a general decline in trust Pediatricians don’t trust that the certainly creates problematic con- between the drug representative and average drug representative is flicts at times. When you’re buying the pediatrician. While CRM and knowledgeable about the products. a car, at least you’re buying it for SFA tools allow drug representa- With SFA-based “canned presenta- yourself. When you buy a drug, or tives to efficiently target-market, tions,” the drug representative is you prescribe a drug, it’s not for the majority of pediatricians find thought to have little knowledge yourself, it’s used by someone else. it offensive to be the “target” of a beyond what they’ve been “trained If there are inappropriate incentives marketing operation, when they are to say.” Furthermore, SFA-based or pressure, it takes it to a different simply trying to help their patients systems set quotas for samples, philosophical level.” maintain their health or recover visits and prescriptions, leading Pediatricians with 25 years or from an illness. the average sales representative more experience spoke of how the to become pushy and aggressive knowledge level of the average Two models in getting physicians to prescribe sales representative has declined, The research resulted in two

50 | Quirk’s Marketing Research Review | June 2010 www.quirks.com Research Company Spotlight - Pharmaceutical Research Below is a list of firms from our Researcher SourceBook™ specializing in pharmaceutical research.

KRC Research McMahon Research Consulting O’Donnell Consulting Qessential Medical Market Segmedica, Inc. 202-628-1118 973-998-5810 610-410-8979 Research, LLC » SEE AD 46 716-754-8744 www.krcresearch.com www.mcmahonresearchconsulting.com 800-932-4249 www.segmedica.com www.qmmr.net Olson Research Lightspeed Research McMillion Research Group, Inc. » SEE AD 41 Strategic Business Research, Inc. 908-630-0542 Service » SEE AD 36, 37 609-882-9888 Radius Global » SEE AD 17 267-781-7444 www.lightspeedresearch.com Ph. 304-343-9650 www.olsonresearchgroup.com 212-633-1100 www.sbr-inc.com www.mcmillionresearch.com www.datadw.com

Livingston Group for Mktg., Inc. ORC, an infogroup company Strategic Eye, Inc. 603-537-0775 Medimix International 800-444-4672 Reckner Healthcare » SEE AD 39 717-520-9013 www.tlgonline.com 305-573-5220 www.opinionresearch.com 215-822-6220 www.medimix.net www.reckner.com Survey Sampling International M/A/R/C® Research » SEE AD 13 PAI-Productive Access, Inc. 203-567-7200 800-884-6272 MedQuery Rsch. & Recruiting 800-693-3111 Recruiting Resources www.surveysampling.com www.MARCresearch.com/strong 312-666-8863 www.paiwhq.com/qsb Unlimited, LLC www.medqueryinc.com 718-222-5600 www.recruitingresourcesllc.com Survey Service, Inc Eric Marder Associates, Inc. Persuadable Research Corp. 800-507-7969 212-986-2130 Millward Brown, Inc. 913-385-1700 x302 www.surveyservice.com www.ericmarder.com 212-548-7200 www.persuadables.com ReRez www.millwardbrown.com 214-239-3939 www.rerez.com TimesTwo Market Analytics Int’l, Inc. Peryam & Kroll Research Corp. 914-439-6511 201-556-1188 Moosbrugger Marketing Rsch. 773-774-3100 www.timestwoX2.com www.marketanalytics.com 864-944-8965 www.pk-research.com Robin Cooper Research Grp., Inc. www.moosbruggerinc.org 416-783-8816 x1 www.robincooperresearch.com Toluna USA » SEE AD 55 The Marketing Workshop, Inc. Physicians Consulting Network 203-834-8585 770-449-6767 Marketing Research Services, Inc. 800-241-2953 www.greenfield-ciaosurveys.com www.mwi-shop.com 513-579-1555 www.pcnonline.org RTi www.mrsi.com 203-324-2420 www.rtiresearch.com ULTEX MR RUSSIA MarketTools, Inc. Pinnacle Research Group, LLC 7916-5345430 415-957-2200 National Analysts Worldwide 573-547-3358 www.ultexmr.com www.markettools.com 215-496-6800 www.pinnacleresearchgroup.com S I S International Research, Inc. www.nationalanalysts.com 212-505-6805 www.sismarketresearch.com USA/DIRECT, Inc. Mature Mktg. & Rsch., L.L.C. PinPoint Research 973-726-8700 201-836-7486 NODO 510-655-9383 www.usadirectinc.com www.maturemarketing.com 52-55-5254-4242 www.pinpointresearch.com Sabena Qualitative Research www.nodo-research.com Services » SEE AD 32 uSamp™ » SEE AD 7 MAXimum Research, Inc. 203-454-1225 Point Research Services, LLC www.qual.com 818-524-1218 856-874-9000 Observant, LLC 201-387-0404 www.usamp.com www.maximumresearch.com 781-642-0644 www.pointrs.com www.observant.biz Schlesinger WorldOne Associates » SEE AD INSIDE FRONT MCC Qualitative Consulting Product Ventures Research » SEE AD INSIDE BACK 201-865-4900 732-906-1122 203-319-1119 www.schlesingerassociates.com 44-207-252-1118 www.ConsumerCenters.com www.productventures.com www.worldone.com

models, as shown in Figures 2 must carefully consider how they tory; this information resides in and 3. Model 1, which presents incorporate the value-adding con- the typical SFA system). the expected vs. actual effects of cepts mentioned by pediatricians CRM programs, shows that once into their customer relationship Achieve the goal aware of CRM-based physician management programs. But one While there are no guarantees, were targeting, pediatricians had nega- promising course of action would pharmaceutical companies to imple- tive opinions of nearly half of the be to develop and publicize CRM ment the above measures - and CRM programs. and SFA programs that focus on the others that take physicians’ needs With their trust in pharmaceuti- stated needs of the pediatric com- and viewpoints into consideration cal companies declining, what do munity, namely: - it is likely that physicians would the pediatricians really want from increase their overall level of trust the pharmaceutical companies? The • publish transparent unbiased med- and enable the industry to achieve researcher asked company executives ical study and drug information; the previously-stated goal of its and pediatricians how the phar- • fund unrestricted medical educa- CRM programs: increased sales. | Q maceutical makers can add value tion and research grants; and to a pediatric practice. Model 2 • educate physicians about drug Reference Zeithaml, V.A.; Rust, Roland T.; and Lem- shows the vast differences between representatives’ use of SFA tools on, Katherine, N. (2001). “The Customer responses from the two parties. (the majority of physicians said Pyramid: Creating and Serving Profitable The doctors’ wariness makes it they would like to be able to Customers.” California Management Review clear that pharmaceutical companies view their own prescription his- 43(4): 118-142.

www.quirks.com June 2010 | Quirk’s Marketing Research Review | 51 On-the-go and in-the-moment

Mobile research offers speed, immediacy

ith already-declining response rates, the market research industry entered the economic crisis in trou- By Tanja Pferdekaemper ble and is emerging from it with a strong call for doing

mobile research mobile W things different. Better, faster, cheaper. These mantras echoed over the last year and have been responded to with forays into proprietary panels and the social media community space to see how to extract insights from qualitative threads among consumers. Another strong option? Mobile research. The climate and conditions to support mobile research are here. High rates of mobile phone adoption? Check. Coverage? Usability? Mobile Internet penetration? Check, check and check. But the real stimulus to its application is market demand, the demand for convenience and for research respondents to be able to select the best time, place and channel through which to share their opinions. (A definition of what we mean by mobile research: self-led participation in surveys using one’s own mobile phone via mobile Web, SMS or MMS. We do not mean moderator-assisted inter- viewing with a mobile [CAPI] or telephone research to mobile numbers [CATI].) As we work to earn respondents’ trust by keeping the survey process engaging and satisfying (and not overlong and frustrat- ing), one of the most important steps a researcher can take is to go where your audience is and operate on their terms. The mobile phone is a great vehicle for doing that.

Leapfrogged landline phones Adoption of mobile phone technology has been amazingly swift and widespread, with some countries now boasting near 95 per- cent penetration. Not surprisingly, penetration of the landline telephone, a communication tool that market researchers have relied snapshot on for decades to reach consum- ers, is in decline. Some emerging markets have leapfrogged landline Using examples from brands Editor’s note: Tanja Pferdekaemper is such as Coca-Cola and Nokia, phones altogether, making the mobile an ideal route to conduct the head of consulting in the Cologne, the author explores the research with consumers in coun- Germany offices of Globalpark, a capabilities of mobile research tries/regions such as China, India panel community and survey software and how it lets marketers get and Africa. provider. She can be reached at tanja. [email protected]. To fast, fresh responses from What this means is that those researchers relying on CATI will view this article online, enter article consumers. find it increasingly time-con- ID 20100607 at quirks.com/articles. suming and expensive to use the

52 | Quirk’s Marketing Research Review | June 2010 www.quirks.com methodology to deliver the sample sizes and representation requested by clients. In fact, many researchers are likely doing “mobile research” whether they know it or not! More and more, online surveys intended for desktop access are being taken on mobile phones - or, potentially even worse, when respondents attempt to respond via mobile Web, the surveys can’t be accessed through a mobile device.

Go far beyond The No. 1 reason to use mobile research is convenience to the respondent. But the benefits of the channel go far beyond that. The mobile phone offers: access to people otherwise unreachable, to locations otherwise unattain- able; speed, with near real-time responses and ability to react quickly to feedback; and enriched insights including in-the-moment feedback, photographs and geolo- cation, whether prompted through triggers like quick-response codes on ads, or self-led as is common for a diary approach. Access. As more consumers almost all 14-49-year-olds - a key consumers and B2B professionals. use the mobile Web, the increasing target group for advertising and Younger respondents in partic- penetration of mobile and smart- media planners - own a mobile ular engage with mobile research. phones offers new possibilities for phone, as well as certain harder- This is hardly surprising given market researchers. For example, to-reach audiences such as younger the array of devices they own and amount of time they spend on them. In fact, the Kaiser Family Foundation found that a new gen- eration of “multimedia children” was spending seven hours a day on their smartphones, iPods and games. U.K. firm Fly Research found that 95 percent of its sur- veys were opened when sent by text, compared to 25 percent by e-mail among their mobile panel of 18-25-year-olds. Access also relates to where your audience is. Guy Rolfe, global mobile knowledge leader at Kantar Group, has been working with the group to facilitate ways of carrying out research in a whole range of territories. He cites East Africa as an example where face- to-face research is very expensive, and in those cases mobile either replaces or supplements the approach.

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Toluna…the experts in online communities t: 1.866.296.3049 e: [email protected] www.toluna-group.com/panelportal For more information, including demonstrations and white papers Panel & Community l Survey & Discussion A key advantage of using Fly Research has found similar mobile handsets for market rapid response rates: on average 85 research is that respondents Five tips for percent of responses are returned can be reached on the move. within two hours on their mobile Consequently they can be asked mobile surveys panel of 18-25-year-olds. to provide opinions and attitudes In one case study given at the quickly and at the point of experi- 1. Keep the SMS invite short Mobile Research Conference ence. This can increase the validity (think Twitter not War and 2010 in March, Linda Neville of of the survey results, giving pure, Peace). Coca-Cola discussed how Coke context-related information about researchers tracked emotional experiences and emotions within 2. Make sure you cover the costs responses to messages on the a situation and in the environ- a respondent might incur. product in-store, as well as adver- ment where the exchange with the tisements, in order to update print customer takes place. This could 3. Avoid complex matrix questions. ads. be directly at the point of sale, in The project used the mobile shopping malls, retail parks and 4. Encourage active engagement phone as one research platform to service points, at public events, - photos work well. help Coca-Cola understand the trade shows or even on the road. various touchpoints respondents - The technique has been used by 5. Surveys sent between 5-6 who had been recruited through event organizers tracking satisfac- p.m. regularly receive the highest an online panel - had with a short tion levels to measure sponsorship response rates. list of specific brands. recall at major sporting events or The first stage of research involved for diary studies where participants an online questionnaire to under- send a text or photo whenever Lightspeed Research found 60 stand people’s relationships to the they encounter a brand. percent of completed surveys were brands. Then, using their mobile Speed. Increasingly marketers returned within 15 minutes of dis- phones for the second stage of the are demanding instant feedback on tribution and 90 percent within an project, respondents were asked their campaigns. In tests carried hour - response rates simply not to text whenever they came into out on its mobile panel in 2009, experienced on any other platform. contact with one of these brands

56 | Quirk’s Marketing Research Review | June 2010 www.quirks.com over a period of a week and reply Coca-Cola to quickly make ated with it. to a text containing a code frame changes in its ongoing “topical” The mobile phone is, by using four simple characters. campaign in newspapers as the nature, a personal device. As such, These texts provided informa- results were analyzed. It was also it allows researchers to get up tion, including where they saw able to capture experiences with close and personal to respondents. the brand, how they felt about the the brands being measured as they It has been found that individuals touchpoint and how likely that happened, including photos. are more likely to respond to “pri- made them to choose the brand Enriched insights. In addition vate” questions and diaries using next time. to in-the-moment feedback, the their mobile device than they The mobile approach met a mobile platform offers the ability would online or by telephone. number of the key objectives, to “go where no researcher has What’s more, people are happy to including providing research find- gone before.” At least, without the send photographs and videos of ings in real time, which allowed time and expense typically associ- themselves, brands, events, adver- tisements - almost anything you ask them to. In one example, Nokia launched a project to gain a better understanding of “brand love.” Mobile research was used as one of the methodologies because it allowed respondents to capture interactions with brands and emo- tions as they happened. Each respondent was given a mobile phone and asked to take pictures and videos of themselves in their daily lives when they came across a brand they either loved or hated. Respondents were then able to use a moblog (mobile blog) to upload videos and pictures to the site. Selected participants were then invited back to discuss the findings and probe the idea of brand love in group forums.

Reviews are mixed What does the research com- munity think? Reviews are definitely mixed, and the value of mobile varies considerably across businesses. But if the recently pub- lished annual Globalpark Market Research Software Survey Report is anything to go by, mobile research is going to experience a boost soon. [Quirk’s will fea- ture Tim Macer’s review of the report in an upcoming issue. - Ed.] Market researchers across the globe were asked to comment on the viability of mobile research. As shown in Figure 1, the larger agencies had a more optimis- tic perspective, with two-thirds saying it is either viable now or “increasingly viable in many situations.” Medium-sized companies and those from Asia- Pacific were more cautious, with

58 | Quirk’s Marketing Research Review | June 2010 www.quirks.com just over a third responding pos- At present, many simply screen out the Mobile Research Conference, itively to the question. respondents who carry out surveys and we’ve all heard the term These results are hardly surpris- in this way but as smartphone pen- “surveytainment.” Increasingly in ing when we look at the benefits etration increases, they will need our world of many personal com- of mobile research according to to use software that recognizes the munication devices consumers are those surveyed (see Figure 2). The device and adapts the interface for difficult to reach, and even harder top four are all closely related the user. It will become increas- to engage with. Mobile research to the respondents - their con- ingly important to deliver online can play a vital part in access- venience, encouraging them to surveys that are optimized for both ing and engaging respondents for participate, being closer to their the desktop and the mobile Web. mutual benefit. “moment of truth” and reach. I for one hope that the future Interestingly these benefits are all means there will be more com- Established roots quality issues rather than efficiency panies using the technique and Mobile research is still in its or opportunities for collecting new exploiting the significant benefits infancy, but it has certainly types of data. it offers the researcher. Panel established roots in that there But, before mobile research companies are today focusing on have been several practical appli- goes mass-market, there are a improving the respondent experi- cations of the methodology - a couple of hurdles to overcome. ence and, as we’ve seen, the larger lot of lessons learned and experi- Data integration will become a big market research agencies see a real ences and best practices shared. issue for the future. Finding ways role for mobile research in achiev- For many of us, it is clear that to combine results from different ing this goal. mobiles are relatively unavoid- methodologies will be essential if The early users of mobile able. But it isn’t something that researchers are to reach consumers research are already learning from should be grudgingly accepted - on the devices they use, and want the world of mobile marketing, the opportunities it opens beyond to use, to complete surveys. using new technologies to push pure data collection are abun- Online panel providers need to the boundaries of what is pos- dant and it offers the chance for address the fact that online surveys sible. For example, Kantar’s Rolfe organizations looking to better will inevitably, and increasingly, discussed examples of augmented understand consumer behavior to be completed on the mobile Web. reality used in mobile surveys at glean exciting insights. |Q

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Rick likes the personal approach he gets from being part of Jess doesnoesn’tmit mindind taktakingi online surveys, his online community. bubut she hates being bobotheotheredth d bby phhone calls. When travelling, Greg has time to do IT related Arnaldo wwants to havee an up-to-date surveys on his PDA. accountt of the rrewardds he’s earned takingtknggsu survveys.y

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How and when to conduct mobile research appropriately

n conjunction with this issue’s focus on mobile research, Quirk’s inter- By Emily Goon viewed our go-to research industry expert Tim Macer, managing mobile research mobile Idirector of U.K. consulting firm meaning ltd., to get his views on the strengths and limitations of mobile self-completion research, the impact of the iPad, tips on designing mobile surveys and how our relationships with our smartphones may work to a researcher’s advantage.

What types of issues do potential mobile research practitioners and buyers need to mindful of? Mobile research represents an additional touchpoint with respondents, which I think we need to look at as supplementing the other methods. It’s inappropriate to think of it as being a replacement technology, which is effectively what online research has been. And perhaps online research has been pushed too far in that direction. The opportunity we have at the moment is that devices are much more user-friendly and much more prevalent so you aren’t necessarily going to find that you are just researching among an elite group of early- adopters. Although, while we are a little bit beyond the early-adoption stage of mobile technology, sampling is still definitely an issue with mobile self-completion research. That’s not to say it’s an insurmountable issue - it depends on your sampling frame and who it is that you’re expecting to contact. It’s likely that it’s going to be people who have more disposable income and who are more highly-educated and so on adopting this kind of technology.

What are the similarities and differences, both in practice and in theory, between SMS-based mobile surveys and Web-based mobile surveys? A bias exists among mobile respondents, and it’s very dependent on what kind of mobile interviewing you’re going to be doing [SMS vs. Web]. The lowest common denominator is to use SMS text messaging because snapshot it’s available on everybody’s mobile phone. Mobile phone penetration has Research industry consultant reached the point where it is at satura- tion in most developed economies and Tim Macer chats with Quirk’s is much better than Internet penetra- regarding the pros and cons tion in many developed economies of mobile self-completion as well, so it’s a fairly ubiquitous research and how it can device if you’re able to use it for SMS. However, SMS surveys are very Editor’s note: To view this article complement existing methods. limited in what you can do. That’s online, enter article ID 20100608 at not to invalidate it, but you are really quirks.com/articles. restricted, some people would say,

60 | Quirk’s Marketing Research Review | June 2010 www.quirks.com Mail Surveys Work!

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Visit our website www.readexresearch.com or contact us by phone 800.873.2339 or email [email protected] to discuss your project. to five or six questions. Other people is a personal device. The moment-of- surveys as they’re going along, that’s would say a survey with more than truth thing is quite interesting as well very powerful and you’re likely to get about three questions is probably too because it means that you can actually much more realistic and accurate data. long for SMS. That’s a huge limitation. ask fairly sophisticated questions of Another advantage with the mobile You have the advantage of coverage people at the point where they actually solution is that you have real-time and reach but are very limited in the experience something or have really communication happening. The data is length of the survey and the way in closely experienced it. Mobile research coming back as people are entering it. which you can ask those questions. presents the opportunity to get much These are some of the same advantages Once you move on to using Web- closer to respondents at the moment that you have with Web surveys - the type surveys [delivered to a smartphone of truth - the point they are actually speed of turnaround. that has a Web browser in it] that really engaging with services or interacting opens things up. There are still limita- with products - than you can, say, with What are some ways researchers can over- tions but the limitations are much more an online survey, where you’re still come the sampling limitations of mobile manageable for many surveys. The relying on the recall of the respondent research? difficulty you have is the penetration at a point later in time. Some researchers provide people and the reach. It has gone beyond the A good example of this is the diary- with the devices instead of relying early-adopter stage but it’s still typi- type survey where people are expected on people using their own technol- cally a minority of people who actually to fill in advertising, TV viewing, radio ogy that they happen to have. If the have access to mobile Web. That’s very listening or other media or product sampling, coverage and reach are suf- similar to where we were with Web consumption that they’ve observed ficiently a problem, it can be that you surveys about 10 years ago, in that it’s throughout the day. This is notoriously supplement the people that do have very much a minority that has access to misleading, as people will omit things the devices required by recruiting other these kinds of surveys. later on - they just forget things or people you lend those devices to. It is forget the context. If you’re trying to not expensive to equip the people with What can mobile research accomplish that ask people not just about the beverage the devices that are needed to conduct traditional or traditional online research that they consumed but the context of the surveys, especially if you’re doing cannot? the arena at that time - these are things something like a diary survey. It may One special capability is the intimacy that are very difficult to recall accu- take a little bit longer to get the devices aspect of it and the extent to which it rately. If they’re able to complete the out to people, but you get the data

62 | Quirk’s Marketing Research Review | June 2010 www.quirks.com back very quickly. That’s an area where using a Web-style presentation, it still immediately puts limitations on the you can overcome the difficulties of needs to be much shorter than what’s kind of surveys possible. That has all sampling because your sample frame traditionally accepted. That is a lesson sorts of implications for survey design. isn’t of people who happen to have a the industry has failed to learn. This For instance, you can’t have very long particular device or an Internet-enabled is something that was known and lists, or if you do have long lists you contract on their phones. The device understood about Web surveys, and have to be aware that the participant part of it actually becomes a fairly many people have said that traditional has to scroll up and down those lists inexpensive part of the whole process. online research was an opportunity to and is not going to be able to see all of After all, the respondents are doing the ask fairly short questions and to value the items. That starts to have an effect data entry for you and that is a huge the respondents’ time. Over the years on the kinds of responses you’ll get. cost savings - that’s where some of the we’ve seen that largely ignored. If you just take a survey that you’re economies come. There’s no question it’s the length already doing by one channel, such as of interviews and respondents’ remem- online, and you just make that into a When designing mobile surveys, what do bered experience of being invited to small format to go on a mobile device researchers need to remember? take part in these surveys that are very you are likely to get different responses The big danger - and this is the big trap long and often very boring that has because the items may not be visible or with mobile - is that it cannot work in done the most damage to response not visible in the same way. You have the way that people have been forc- rates. There is a danger that that then to design the surveys to the format. ing what we call “traditional online repeats itself in this new medium. Finally, people shouldn’t underesti- surveys” to work. That is, with very I suspect that this goes back to mate the extent to which respondents long interviews. It just won’t work. the relationship between the research are willing to give verbatim text or Part of the reason is because it’s likely company and their clients in that there answer open-ended questions on that people completing surveys may be is tremendous pressure from research mobile devices. Because people are on the move, may only have a limited buyers to max out on all surveys they used to using the medium for text mes- amount of time and are likely to be do and to try to put everything in saging and e-mailing, these days it isn’t more discriminating about the amount there. Nobody seems to be practicing really a problem to have open-ended of time they devote to it. Nobody is the less-is-more principle. questions on mobile devices. going to take a 30-minute interview There are also issues of the small on a mobile device. Even if you’re format of the screen itself, which How does a respondent’s “relationship”

www.quirks.com June 2010 | Quirk’s Marketing Research Review | 63 with his/her mobile device factor into con- a laptop being shrunk down? It is effec- vast amounts of material. I suspect that ducting a mobile study? tively a laptop that you can use in a that isn’t going to be such a limiting It’s technology that a lot of respondents social/domestic context in the way that factor. are quite used to using to respond in laptops don’t particularly sit all that nat- an emotional way. They’re using the urally. Although it’s obvious an iPad is Is mobile research as “mobile” as some devices for communication, for SMS a mobile device in that it doesn’t tether would like to think? and of course phone calls, but the point you to a desk or a particular location, it It’s worth bearing in mind that - most is that people associate mobile phones doesn’t have all of the advantages that of the time - most people who partici- and mobile smartphones - with com- the smartphones and the small-format pate in surveys using smartphones are munication about personal matters and mobile devices have. It’s not something doing surveys at home anyway. It’s a using them in ways to communicate people are going to use on the move. myth to believe that when you’re inter- about emotional activities. [Discussing You’re not going to be taking the iPad viewing people using mobile devices personal matters via mobile survey] is in the street with you. It’s difficult even that they’re all out there in the line for not such an alien step for respondents to use them outside where there’s sun- the fast-food restaurant or in transit or to take because it is a personal device. light; you’re not likely to be able to see even in the workplace. In the major- The respondent is in control of it, even what’s on the screen, which you usually ity of cases, people will participate in a more so than they might be with a can with a smartphone. It loses some mobile survey when they’re at home. I desktop machine which is shared. They of those advantages but perhaps has don’t know that that’s a big disadvan- also might be completing a survey at advantages as being something people tage; it actually shows that they have work on equipment that doesn’t actu- will use a lot and spend a lot of time in control and are taking control of the ally belong to them. We’re talking front of. survey invitation and not feeling that about a device that is actually in their I suspect that the iPad probably has they have to participate as soon as they pocket or in their handbag, and I think more in common with the existing are invited. Instead, they participate at that gives it an advantage. desktop and laptop partly because of the a time that’s convenient for them, and I think there seems to be some size and format of it. What it opens up that has to be a good thing. evidence to support an emotional/ is the possibility for doing more sophis- honest response. People who have been ticated surveys than you can hope to Do you feel like researchers are getting too doing mobile research have found that do on a smartphone. You can’t show excited about mobile research? Or is the respondents are very willing to be quite any complex media or stimulus material excitement justified? candid and willing to explore subjects on smartphones or if you can it’s very Some researchers are getting excited which are quite intimate or personal. limited. With the iPad and the other about the technology and seeing it as devices that will come along to imitate a way that they can differentiate what How does a product such as an iPad fit into it, you can show stimulus materials they’re doing from other people, but the mobile research scheme? because it is all about media. The iPad what I actually see is a lot of research- The iPad is a completely different is much more conducive to surveys in ers being rather cautious about mobile channel and a device that just hasn’t the way that people are used to design- interviewing, due to coverage issues existed up until now. Is it a rather large ing them. and concerns about the extent to which smartphone or is it actually a desktop or you can do lengthy surveys. A lot of How can we expect developments such as the people seem to be dismissing mobile iPad to impact mobile research? research as being inappropriate and not What people are learning from mobile really having any potential at all and research is that most people are par- that misses the point. I don’t see a lot ticipating as if they were doing a Web of researchers getting terribly excited survey - and that is at home. So in that about mobile research, and I think they context, the iPad could work extremely could perhaps be a bit more excited well as a self-completion interviewing because there are some situations where platform. it can really improve engagement The context for the iPad is slightly among respondents. different because perhaps the iPad will come to be seen as a device on which Are there other potential problems or problem you consume content rather than being issues that researchers should be aware of or one on which you create content. The try to avoid? input through the on-screen keyboard A lot of survey tools used at the is not quite as natural as it is on a PC or moment don’t really contain support a laptop with a conventional keyboard. for mobile devices, so you may have to But perhaps that’s a little bit overstated. use a specialized tool to do the mobile The virtual keyboard certainly hasn’t interviewing. If you do use one of the held people back using smartphones few tools that support mobile as a chan- and SMS and effectively using an inter- nel you have to pay attention to what face with only nine or 10 keys to type that survey will look like.

64 | Quirk’s Marketing Research Review | June 2010 www.quirks.com

Researchers have to be much more more control over how it appears. of the initial parts of the survey you in touch with the process of getting The captive application then would do using a conventional desktop the survey ready and fielding it. Some depends on getting the respondents to or laptop machine and then you would researchers are very hands-on and take agree to downloading that application go to the mobile part. a great deal of interest in what the to their smartphone. They’re not nec- survey looks like when it is delivered essarily going to be reluctant to do that, What kind of respondent feedback can to the respondent, but that’s probably and if you’re reaching them through mobile researchers expect? the exception. Most researchers turn a panel they’ll probably be reasonably It could be a halo effect because taking the design and actual deployment over willing to do that. Additionally, one of mobile surveys is something new and to somebody else, and then they’ll test the interesting little things that seems to different, but researchers are reporting it and look at it. But they’re not that be emerging is the number of people that if respondents are recruited into critical about how things are arranged who are already doing Web surveys on mobile research they tend to respond on screen. Researchers have to become handheld devices. If you deploy a Web very favorably when asked about more critical because the screen real survey it’s likely that you’ll find maybe it afterward. Some panel providers estate is at such a premium. 1 percent or 2 percent of participants have been keeping information about Web browsers are inconsistent possibly already taking it on a smart- whether respondents do have mobile on different phones and use different phone or an iPhone. That number is phones; whether they’re Web-enabled technologies for delivery. Within the likely to grow. People have to think mobile phones; and whether they’re phones themselves, once you deploy quite hard about how to treat that. willing to be interviewed on their the survey to the smartphone, you mobile phones. The panel providers can either deliver it through the Web How can mobile research complement/ aren’t necessarily seeing a huge demand interface that the smartphone has supplement existing methods? yet from clients to use the panels in that on it or you can deliver it through As a complementary research method, way, but when they do surveys like a captive application. Some survey it’s also worth remembering that a lot this the respondents really rather like software packages just support Web of people who have mobile devices them. That indicates that as a method browsers whereas others are build- will also have access to the Internet. of engagement it has a lot going for it. ing their own applets that will run So with some studies, you can play to But again, that could just be a transi- the survey in a captive sense on the the strength of both of those channels tory experience with the novelty of it, device. Of course, that gives much by doing a hybrid survey, where some which could wear off in time. | Q

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66 | Quirk’s Marketing Research Review | June 2010 www.quirks.com Survey Monitor H-E-B ranked first with similar Lots for top loyalty rankings in the continued from p. 8 messaging to Walmart. Northeast and Midwest markets But the highly-fragmented grocery (respectively). Costco continued to associated, once someone is online, sector, where neither conventional nor rank first in all other U.S. regions. with a greater likelihood to access discount grocers operate in every state, Walmart, meanwhile, came in user-generated health content, such holds certain advantages for Walmart. second in all but the Southeast, as blog posts, hospital reviews, Walmart’s message of low prices and where it ranked third behind Target, doctor reviews and podcasts. These value resonates with customers - and which rated third in the rest of the resources allow an Internet user its ability to deliver on that promise country. For more information visit to dive deeply into a health topic, by leveraging its broad distribution www.colloquy.com. using the Internet as a communica- network translated to first-place con- tions tool, not simply an information sumer loyalty ratings for Walmart in Regardless of geography, vending machine. For more informa- the Northeast and Northwest and green-appliance owners more tion visit www.pewinternet.org. third-place finishes in the Southeast, active and healthy Southwest and the Midwest. The government’s Cash for Low prices replace customer In the Southeast, Walgreens fin- Appliances program is underway, service as top driver of ished in a dead heat with Walmart and consumers across the country are customer loyalty for the top loyalty ranking, with taking advantage of rebates by turning Walmart dominated the 2010 Retail CVS and Publix tied for second. In a in their older appliances for newer, Loyalty Index conducted by Cincinnati tight three-way race in the Midwest, more energy-efficient ones. From marketing company Colloquy, suggest- Walgreens and CVS edged out the tundra of the Midwest to the ing that low prices are a driving force Walmart, even though CVS hadn’t heat waves in Hawaii, these green- in customer loyalty. The 2010 results been among the top five in 2008. conscious consumers have more in are perhaps a product of the Great Walmart easily won the Northwest, common than one might think. Recession, as the importance of low maintained the top spot in the According to Scarborough price was not evident in Colloquy’s Southwest and finished ahead of CVS Research, New York, the leading cities 2008 Retail Loyalty Index. Customers and Rite Aid in the Northeast. for green appliance households are claimed the highest loyalty to Walmart The regional chains BJ’s Wholesale Honolulu; Green Bay, Wis.; Portland, in many of the grocery, personal care and Meijer replaced familiar names Ore.; and San Francisco. Forty percent and department store regional catego- such as Sears, Sam’s Club and Big of households in Honolulu and Green ries. Costco had the highest customer loyalty ratings in three out of five mass-merchant regional categories. “Our 2008 index showed that loyalty marketers worked within a Sometimes, significantly different retail landscape. Customer service, store environment it takes a conversation. and a wide product selection were the underlying factors for custom- ers’ self-professed loyalty. But our Our clients use web surveys. They also realize that not all marketing 2010 index proves that the Great questions can be answered by a mouse click or an entry in a text box. Recession became the great equal- izer,” says Colloquy partner Kelly Some of their information needs require a conversation. That’s when Hlavinka. “Low prices have stepped they contact us. up to become retail’s strongest loy- alty lure according to consumers. We use an increasingly novel research technique to help our clients That is something which was simply learn from their customers and prospects. We get respondents to talk – not true in 2008.” sometimes in person, sometimes on the phone. We listen. We probe for While Walmart clearly dominated the answer behind the answer. Our clients learn. most retail categories, other chains - including Kroger and Walgreens - did When your research requires a conversation, give us a call. You’ll talk. climb up the loyalty chart or make We’ll listen. Together, we’ll develop a plan to meet your needs. their first appearances, edging out 2008 loyalty leaders. Here are the highlights by category: Helping clients listen and learn since 1986 Kroger was the loyalty leader in the Midwest. In the Southeast, Publix moved up to first place from caloresearch.com its second-place showing in 2008. C A L O RESEARCH SERVICES 10250 Alliance Road, Cincinnati, OH 45242 (513) 984-9708 In the Southwest, regional grocer www.quirks.com June 2010 | Quirk’s Marketing Research Review | 67 Bay have energy-saving appliances, as ence associated with store brands is Columbia, Md., research company do 39 percent of those in Portland and matching the brand experience associ- Arbitron Inc. and Edison Research, 38 percent of those in San Francisco. ated with national brands - and that is Somerville, N.J. Nationally, about one-third of house- very alarming for national consumer Additionally, consumer use of social holds currently have a green appliance. packaged goods marketers,” says Gill networking sites is not just a youth Energy-saving appliance owners Aitchison, president, global shopper phenomenon. While nearly eight in apply green-living techniques to and retail research, Ipsos Marketing. 10 teens and 18-to-24-year-olds (77 other areas of their lives. They are 31 The study further indicates that percent) have personal profile pages, 65 percent more likely to eat organic global consumers are confident that percent of 25-to-34-year-olds and half food and also enjoy outdoor activi- store brands perform just as well as of those ages 35-44 also have personal ties such as running, biking, hiking, national brands: 81 percent say that profile pages. The study also shows that camping and fishing. Energy-saving store brands offer food products that 30 percent of Americans age 12+ who appliance owners are 21 percent taste as good and home products that have a profile on at least one social more likely to garden. work as well as national brands. The networking Web site use those sites In fact, a love of the outdoors is a notion that store brands offer a sub- several times a day, compared with common trait across all of the top local optimal product experience - the only 18 percent one year ago. markets for green appliance owners. trade-off for lower price - seems to be And it isn’t only social network- Green Bay and Portland adults are fading in consumers’ minds. ing that has picked up. The Internet more likely to enjoy biking, whereas Other findings indicate consumers as a whole has surpassed TV as the those in Honolulu and San Francisco believe store brands perform as well or most-essential medium in Americans’ prefer jogging - but all are active better than national brands in provid- lives. For the first time ever, more adults. One leisure activity these cities ing a good value for the money (89 Americans say the Internet is most have in common is hiking - they are percent); offering products that meet essential to their lives when given a all more likely than total adults to my needs (87 percent); offering con- choice along with television, radio enjoy this activity. venient products (87 percent); offering and newspapers. Forty-two percent Demographically, energy-saving products that are good for the family chose the Internet as most essential, appliance owners tend to be married (86 percent); offering products my with 37 percent selecting television, and have children. Adults who live in a family requests (83 percent), offering 14 percent choosing radio and 5 household that currently owns a green environmentally-friendly products (82 percent choosing newspapers. While appliance are 10 percent more likely percent); offering food products that television still leads among those over than average to have two or more taste good (81 percent); offering home the age of 45, Internet dominates children and 14 percent more likely to products that work well (81 percent); among those ages 12-44. For more be married. While they cross all ages, offering products I trust (80 percent); information visit www.arbitron.com energy-saving appliance owners are 12 offering high-quality products (73 or www.edisonresearch.com. percent more likely to be Generation percent); offering unique products (69 Xers (ages 30-44). For more informa- percent); offering innovative products U.S. vacationers again packing tion visit www.scarborough.com. (69 percent); and having appealing their bags packaging (65 percent). Leisure travel is picking up and U.S. Store-brand items seen as On which benefits should national travelers are once again on the move, equal to name-brand where it brands focus? “The data from our with more Americans migrating south counts survey suggests that national brands’ to Florida than any other destination. Consumers from around the world feel greatest strengths vs. store brands Over 63 percent of people indicated strongly that store brands are the same are packaging, innovation, unique- that they had already taken at least one as, or better than, national brands at ness and quality. These are important trip in 2010 and over 77 percent indi- providing a variety of benefits. While facets of the brand experience, and cated that they will take two or more store brands have built their foundation ones that manufacturers should con- leisure trips through the remainder of on distinguishing themselves as a good sider in their brand strategy,” says the year, according to a survey con- value in terms of low cost, a study Aitchison. For more information visit ducted by Minneapolis travel agency from New York research company www.ipsosmarketing.com. Travel Leaders. Ipsos Marketing suggests that consum- Nearly 43 percent indicated they ers believe store brands provide much Social networking and the would be taking three or more leisure more than that. Net soar in popularity and trips throughout the remainder of At least 80 percent of global con- importance 2010. Only 4.3 percent indicated they sumers indicated that store brands are The percentage of Americans age would not be taking any leisure trips. the same as or better than national 12+ who have a profile on one When asked which U.S. state(s) brands on many dimensions, most or more social networking Web they have traveled to or will you notably meeting their needs, offer- sites has reached almost half of the travel to in 2010, the top response was ing convenience, being good for their population - double the level from Florida (42.2 percent) over California families, caring about the environment two years ago (24 percent in 2008), (27.3 percent). For more information and exuding trust. “The brand experi- according to a national survey from visit www.travelleaders.com.

68 | Quirk’s Marketing Research Review | June 2010 www.quirks.com

Product and Service Update “buy” to place the order. The or a list of messages indicating where continued from p. 12 sample is drawn automatically from any document faults lie. available panels. After Cint checks The program has been funded unfiltered product experience in real the survey specifications and ques- through sponsorship from five time to influence a community of tionnaire for language and logic, it research companies: The GfK potential buyers. For more informa- is sent out. Responses are received Group, Ipsos MORI, Kantar, tion visit www.tns.com. in a matter of days. There are no Synovate and TNS. For more infor- minimum fees or project manage- mation visit www.triple-s.org. Clarabridge Self Service puts ment fees; the user only pays for text analytics in the hands completed interviews. Remark launches version 5.1 of researchers The interface language for ver- of Web Survey platform Reston, Va., research software com- sion 1.0 is English, but Spanish, Malvern, Pa., research software pany Clarabridge Inc., has released French, German and Scandinavian company Gravic Inc. has released Clarabridge Self Service for general language versions are planned. version 5.1 of its Remark Web availability after a beta period. The Future versions of Cint Direct Survey product. Updates include software offering is designed to Sample will have fixed target groups improved query parameters designed allow automatic linguistic reading to select by additional variables to allow users to send respondents of text and ad hoc searching and including car ownership, mothers of one e-mail with multiple links to filtration; categorization of the text babies and business decision makers. a survey, based on each respon- at detailed sub-document, sentence For more information visit www. dent’s information; an advanced and clause levels; identification of cint.com/cds. hyperlink builder designed to build varying levels of positive and nega- URLs with answer piping and query tive sentiments and what they relate Kantar Health rolls out parameters; the ability to pipe extra to; analysis of root cause, emerging Positioning Wheel fields from a login page; and several issues and trends; and drilling down Kantar Health, New York, has smaller features including a Web to the original text to understand debuted its refined global posi- browser preview, filling in appended areas of interest. Pricing starts at 15 tioning framework - an approach “other” text boxes by default, cents per verbatim and changes based intended to help clients build saving the subject line along with on the number of seats. For more optimal positionings that serve as e-mail templates, hiding questions information visit www.clarabridge. the foundation for their products’ in question tables, automatically com/selfservice. marketing strategy. At the center of giving restricted users rights to the this framework is the Kantar Health forms they publish, using answer Cint Direct Sample tool plugs Positioning Wheel, which considers piping for text box default fills in to simplified interviewing the essential components of strong and Windows 7 support. For more Stockholm, Sweden, research com- positioning: customer target; com- information visit www.gravic.com/ pany Cint has released Cint Direct petitive context/frame of reference; remark/websurvey. Sample to provide direct online brand promise; brand character/per- access to worldwide panels of sonality; and aspirational strategy. Crowd Science unveils consumers. Cint Direct Sample is Organizational and team strat- Campaign Profiler designed to eliminate the need to egy alignment workshops and the Crowd Science, a Mountain View, pay research agencies or go through use of qualitative and quantitative Calif., research company, has a manual process to get a sample to methodologies aim to help uncover launched Campaign Profiler, a tool interview. the market’s white space and the intended to allow publishers, adver- Cint Direct Sample is a plug-in customers’ functional and emotional tisers, agencies and ad networks that can be installed on any third- needs that direct positioning oppor- to perform unlimited numbers of party software, such as Survey tunities. For more information visit campaign research studies for a Pirate and Relationwise, and can www.kantarhealth.com. flat fee of $5,000 per month. The be accessed online at any time from offering is available in three levels anywhere and offers access to panels Triple-S delivers compliance of functionality: touch, a self-ser- of over 2.5 million people in 26 software tool vice app designed to determine if a global markets. The Triple-S Group has launched an campaign has reached its intended The desired demographic market online validation suite designed to test audience; recall, a self-service app can be selected by age, gender, that all research exports fully comply with the added capability of test- region, occupation and educa- with the standard. The validation control methodology to assess basic tion. To purchase sample, online suite will be available for use on the brand metrics of recall, usage and researchers using a survey tool can Triple-S Web site, and users will be loyalty; and impact, a full-service specify the country or target group able to submit an export document offering that adds advanced mea- they want to research, receive a and either receive confirmation that surement tools, including creative quote instantly and then select the export conforms to the standard and message recall, brand testing

70 | Quirk’s Marketing Research Review | June 2010 www.quirks.com and attribute testing. interface (API) for Socrates, the add-on intended to profile individual The Campaign Profiler also company’s automated online inter- customers and improve conversion includes integration of test/control viewing software. The API is rates and marketing campaign effec- survey methodology endorsed by the intended to allow companies to tiveness. For more information visit Interactive Advertising Bureau and design their own interface to con- www.webtrends.com. Advertising Research Foundation; duct conversations using Socrates SmartSample; SmartInvite; technology. For more information MarketResearch.com, SmartControl; survey coverage in visit www.quester.com. Rockville, Md., has added The Flash environments; a standardized 2010 Healthcare Business Market core questionnaire; custom question Colorado Springs, Colo., Research Handbook - 14th Edition collection; real-time reporting via research company IntelliClear has to its collection of reports. an online dashboard; and detailed created nine technology research reporting by date, day-part and all panels. Powered by Luth Research, London research company audience profile parameters (demo- San Diego, the panels include IT Conquest has launched InfeXious, graphics, online behaviors, etc.). decision makers and consumers, a tool designed to measure the For more information visit www. totaling hundreds of thousands of viral potential of ads by tracing and crowdscience.com. potential respondents in North examining the mechanics of mob- America, with international expan- inspired “contagion” and spotting Neuromarketing sion planned. For more information and explaining new ads capable of measurement tool debuts visit www.intelliclear.com. spreading viral “brand contagion.” San Francisco research company Virality is broken down in to its EmSense has launched EmBand Research Now, London, has component parts: buzz, belonging, 24, a neuromarketing measurement launched its B2B and affluent attraction, dynamism and numinos- headset designed for using electro- consumer online research panel ity/awe. For more information visit encephalography in market research. in Spain. The panel announce- www.conquestuk.com. The headset uses 24 EEG sensors, ment follows the opening of the each measuring at 20,000 times per Research Now office in Madrid, Reston, Va., research company second and collecting 480,000 mea- Spain. For more information visit comScore Inc. has launched its surements per second. In addition, www.researchnow.co.uk. comScore Video Metrix measure- the EmBand 24 provides a signal-to- ment platform in the Asia-Pacific noise ratio in real-world, in-context Tokyo research company AIP marketplace, including Australia, conditions. Corporation has launched its pro- China, Hong Kong, Japan, Malaysia The EmBand 24 aims to deliver prietary, research-only online panels and Singapore. For more informa- increased measurement in the key in India and Vietnam. The panels tion visit www.comscore.com. decision center area of the frontal are designed to explore the afflu- lobes, as well as added measure- ent middle-class in emerging Asian New York research company ments, such as visual attention from markets. For more information visit Envirosell has launched Behind sensing additional areas of the brain. www.asia-info.com/global. the Counter, a service focused For more information visit www. on transactional and non-trans- emsense.com. Research Panel Korea Inc., a actional behavior and activity Seoul, South Korea, division of within commercial environ- Briefly Research Panel Asia Inc., Tokyo, ments. The goal of the service is Dallas research company Toluna has launched its service site Panel to determine retail areas that can has expanded its community Now (www.panelnow.co.kr) to be streamlined, including staff portal feature on Toluna.com for build a new online research panel time management, staff modeling, panelists in 15 additional coun- in South Korea. Respondents will multitasking assessment, physical tries: Chile, Argentina, Mexico, be rewarded 100-3,000 Panel Now environment issues and customer Peru, China, Denmark, Finland, Points, which are convertible into visual perspective operations. For Czech Republic, Japan, Sweden, cash. Collaborating with Interpark, more information visit www. Singapore, Portugal, Norway, an online Korean shopping mall, envirosell.com. Greece and Brazil. The commu- the points are also exchangeable to nity portal feature is designed to I-Points (Interpark’s original point Usability Sciences Corporation, encourage panelist interaction and system). For more information visit an Irving, Texas, research com- respondent engagement. For more www.researchpanelasia.com. pany, has launched WebIQ information visit www.toluna- Pharma, a survey solution intended group.com. Webtrends, a Portland, Ore., to provide pharmaceutical sites research company, has added full with metrics to answer questions Quester, an Ankeny, Iowa, segmentation capabilities to its about site and content effective- research company, has intro- Webtrends Visitor Data Mart prod- ness. For more information visit duced its application programming uct. Webtrends Segments is an www.usabilitysciences.com. www.quirks.com June 2010 | Quirk’s Marketing Research Review | 71 Research Industry News Emirates, to establish a presence in Awards/rankings continued from p. 14 the Middle East and North Africa. London research company E-Tabs Called BPG Maxus, the collabora- has received a Queen’s Award for Marketing Services Limited, tion aims to offer clients analytics, Enterprise. The award was granted Lagos, Nigeria, have entered into digital communications, strategic for innovation and recognizes its an agreement to provide customized planning and media-buying services. performance and commercial suc- research for West Africa. cess as outstanding. Florida mystery shopping com- New York researcher panies Hindsight and Simon Chicago research company The Nielsen Company and Survey have merged. GeeYee has received a 2010 Openwave Systems Inc., a Great Mind Award for Innovation Redwood City, Calif., software New York digital advertis- from the Advertising Research company, have collaborated to ing measurement companies KN Foundation (ARF), New York. develop a mobile insight engine Dimestore and [x+1] have part- Separately, the ARF has named intended to mine mobile data to nered to create a tool to enhance Shelley Zalis, founder and CEO generate content recommenda- online ad campaign performance of Los Angeles research company tions. The insight engine will by adjusting offers and media based OTX, winner of the 2010 Grand combine features of the Openwave on real-time consumer feedback. Prize Award for Innovation. Analytics platform and Nielsen’s The solution is designed to gauge In addition, the ARF awarded PRIZM consumer segmentation consumer attitudes like purchase Walmart, Bentonville, Ark., system. intent, brand or product recogni- two David Ogilvy Awards Additionally, Beijing online tion and message recall. for Excellence in Advertising video site Youku and Nielsen’s Research. Walmart’s Hispanic China division CR-Nielsen have The NPD Group, Port Heritage Month campaign received partnered to perform third-party Washington, N.Y., has merged the gold medal in the multicul- auditing on all in-video (pre- with Scottsdale, Ariz., research tural campaign category, and and post-roll) advertisements on company In-Stat. In-Stat’s analy- the Winning With Mom During Youku. The venture is intended sis of mobile Internet and digital the Great Recession campaign to promote transparent data for entertainment will be used with received the silver medal in the advertisers. NPD’s consumer tracking services. retail/e-tail category.

International Data Minneapolis research company MarketResearchCareers. Corporation, a Framingham, Iconoculture Inc. has part- com, New York, has placed New Mass., research company, has nered with Norrköping, Sweden, York research company Ipsos partnered with Monaco business research company Dapresy to North America first in its client information company naseba integrate quantitative consumer satisfaction index. The site sur- Group to collaborate on research, information into its research veyed U.S. purchasers of market production and selling a series of and advisory services and pro- research services and asked for events in the Asia-Pacific region. vide Iconoculture’s clients access comment on supplier satisfaction to global consumers. Dapresy’s over the past year. Beaverton, Ore., research reporting technology will power technology company Digimarc the data. Ladd Research Group, Corporation and Columbia, Md., Cincinnati, has awarded Mary research company Arbitron Inc. South San Francisco media Spooner, a junior at Miami University, have entered into a collaborative company Future US and New a $1,000 college scholarship. licensing arrangement, contingent York research company Ipsos upon payment of $4.5 million OTX MediaCT have entered New accounts/projects from Arbitron. Arbitron will into a strategic alliance to create Portland, Ore., research company receive a non-exclusive, world- GamePlan Core, a consumer Webtrends has been chosen by wide and irrevocable license to a research tool game marketers can Mountain View, Calif., software substantial portion of Digimarc’s use to gauge consumer interest in company Mozilla to supply Web domestic and international patent video games. GamePlan Core will measurement analytics and track portfolio (including related future integrate data about users’ behav- usage and activity on its main and pending patent applications). ior and interests from Future’s Web sites. online properties with other mar- Additionally, Facebook, Maxus, a New York media ketplace data captured by Ipsos San Francisco, has selected the division of London research OTX MediaCT, U.S. GamePlan Webtrends Optimize platform to company WPP’s GroupM, has Insights, a weekly syndicated increase the effectiveness of mar- formed a strategic alliance with tracking study. keting campaigns. BPG Media, Dubai, United Arab

72 | Quirk’s Marketing Research Review | June 2010 www.quirks.com Shelton, Conn., research com- Pulse Group PLC, Kuala research consultancy to service cli- pany TABS Group has extended Lumpur, Malaysia, has launched ents across Asia. The company is its contract with Rotterdam, its health care and automotive online at www.tapestryworks.asia. Netherlands, consumer packaged practice. The divisions include goods company Unilever. Terms specialty online panels, CATI Research Panel Asia Inc., of the deal were not disclosed. expertise and full-service offerings Tokyo, has established its local throughout Asia. subsidiary, Research Panel The 2010 Out Now Global Korea Inc., in Seoul, South LGBT Market Study from Former Wirthlin Worldwide Korea. Out Now Consulting, the executives have founded Netherlands, has expanded to Heart+Mind Strategies, a Alexis Research Corporation include both the U.S. and Canada. Washington, D.C., research has opened its corporate headquar- Gay Ad Network, Los Angeles, company. Dee Allsop will serve ters in North Wales, Pa., and can has been selected as the exclusive as CEO and managing partner; be reached at 215-260-1625 or at partner to bring the market study Michael Dabadie as president www.alexisresearch.com. to the U.S. and Canadian markets. and managing partner; Beth Strackbein Forbes as partner and Jim Miller has opened Business China panel company DXY has chief of staff/operations; Jennifer Intelligence Online LLC, a granted MDLinx, a Washington, Airey as partner, senior solu- research company located at 311 D.C., research company, exclusive tions strategist; and Jim Hoskins South Arlington Heights Rd., access to DXY’s physician panel as senior consultant and execu- Suite 40, Arlington Heights, Ill., for international pharmaceutical tive advisor. The firm is online 60005. The company can be market research. DXY will provide at www.heartandmindstrategies. reached at 847-342-1135 or at the verified panel and in-country com. www.bizintellonline.com. project management, and MDLinx will provide its technology and London research company Brand Amplitude, a PRC-certified staff. Munro Global has opened Munro Stevensville, Mich., research com- Analytics to provide analysis for pany, has launched a Millennial Stamford, Conn., research clients within a strict quality and marketing unit dedicated to devel- company InsightExpress has security code. oping marketing programs to been named a flagship partner engage Gen Y consumers. Carol in the Open Insights initiative New York research company Phillips will lead the unit. of the New York marketing ser- WorldOne Inc. has opened its vices company PointRoll. Open North American headquarters at Research company earnings/ Insights is a partner program 200 Park Ave. South, Suite 1301, financial news designed to bring science to adver- New York, 10003. The firm can Vision Critical, Vancouver, B.C., tising by helping marketers use be reached at 212-358-0800. has announced plans to double data to inform and improve cre- its investment in technology for ative campaigns. Naperville, Ill., research 2010 and, in conjunction with this company Millward Brown has effort, launch five new products. New York researcher The launched a neuroscience research Nielsen Company has launched practice, which will integrate The GfK Group, Nuremberg, television audience measurement in neuroscience techniques into the Germany, achieved an operating Puerto Rico. Ratings are being col- company’s existing research offers margin of 12.6 percent in 2009, lected from a sample of 500 homes and develop new neuroscience which was close to the prior year’s chosen through Nielsen’s sampling informed solutions. margin of 13 percent. With sales to represent all demographics and of 1,164.5 million euros, GfK regions of Puerto Rico. Vickie Abrahamson and achieved the adjusted forecast Mary Meehan, co-founders given in its 2009 half-year report. New companies/new of Minneapolis research firm Overall, sales declined by 4.6 per- divisions/relocations/ Iconoculture Inc., have opened cent. Adjusted operating income expansions Panoramix Global, a market declined by 11.5 million euros to San Mateo, Calif., research com- research firm with a lens on the 147.2 million euros. pany AlphaDetail has launched its G-20 consumer. The firm is RapidRecruit division, an indepen- online at www.panoramixglobal. Gongos Research, Auburn dent fielding organization intended com. Hills, Mich., has endeavored to provide clients end-to-end field- in 2010 to double its revenues work management in the health Former Synovate researcher derived from ConsumerView, the care research market. The firm is Neil Gains has launched Tapestry company’s Webcam-based qualita- online at www.rapidrecruit.com. Works, a Singapore market tive research ($225,000 in 2009). www.quirks.com June 2010 | Quirk’s Marketing Research Review | 73 calendar of events

The ARF will hold a conference, “Shopper Insights in Action,” on July www.sawtoothsoftware.com. themed “Audience Measurement 12-16 at the Hilton and Towers in 5.0,” on June 15-16 at The New Chicago. For more information visit CASRO will hold its annual confer- York Marriott Marquis Hotel. For www.shopperinsightsevent.com. ence on October 11-14 at the Four more information visit www.thearf. Seasons Resort Aviara in North San org/assets/am-5. ESOMAR will hold its annual Diego, Calif. For more information congress, themed “Odyssey 2010 visit www.casro.org. Gartner will hold its customer - The Changing Face of Market relationship management summit on Research,” on September 12-15 The Qualitative Research Consultants June 28-30 at Century Plaza in Los in Athens, Greece. For more Association will hold its annual con- Angeles. For more information visit information visit www.esomar.org. ference on October 13-15 in www.gartner.com. Philadelphia. For more information The Mystery Shopping Providers visit www.qrca.org. Centaur, in association with the Association will hold its annual Market Research Society, will hold conference on September 21-23 The Life Insurance and Market Research its annual Insight Show as part at the Hotel InterContinental in Association will hold its annual meet- of MarketingWeek Live on June Chicago. For more information visit ing October 24-26 at Gaylord 29-30 at Grand Hall, Olympia, in www.mysteryshop.org. National Hotel and Convention London. For more information visit Center on the Potomac in Maryland/ www.insightshow.co.uk. The American Marketing Association Washington, D.C. For more informa- will hold its annual market- tion visit www.limra.com. DMG World Media will present the ing research conference on ad:tech London exhibition confer- September 26-29 at at the Hilton PMRG will hold its annual meet- ence, themed “Think Strategy, Not Atlanta. For more information visit ing of The PMRG Institute on Just Technology!” on September www.marketingpower.com. October 24-26 at the Westin Boston 21-22 at National Hall, Olympia, in Waterfront. For more information London. For more information visit Sawtooth Software will hold its visit www.pmrg.org. www.ad-tech.com/london/adtech_ annual research conference on london.aspx. October 6-8 at the The Newport Geoscape will hold its annual multicul- Beach Marriott in Newport Beach, tural marketing summit on October IIR will hold a conference, themed Calif. For more information visit 27-29 in Miami. For more infor- mation visit www.geoscape.com/ welcome-letter.aspx.

The Marketing Research Association Reprints will hold its First Outlook and Expo conference on November 2-4 at Marketing That Delivers Results the Walt Disney World Swan in Orlando, Fla. For more information Reprints of Quirk’s articles enable you to reuse your article and visit www.mra-net.org. simply place it into the hands of your target audience. Having been featured in a well-respected publication adds the credibility IIR will hold its annual confer- of a third-party endorsement to your message. ence, “The Market Research Event 2010,” on November 8-10 at Give yourself a competitive advantage with reprints. Contact the Hilton Bayfront in San Diego. FosteReprints for information regarding reprints and additional Use code TMRE09QUIRK when applications designed to meet your marketing needs. registering to save 15 percent off standard rates. For more information visit www.iirusa.com.

To submit information on your upcoming con- FosteReprints ference or event for possible inclusion in our 866.879.9144 print and online calendar, e-mail Emily Goon at [email protected] [email protected]. For a more complete list of upcoming events visit www.quirks.com/events.

74 | Quirk’s Marketing Research Review | June 2010 www.quirks.com index of advertisers

20/20 Research - Online ...... p. 29 I/H/R Research Group ...... p. 62 800-737-2020 | www.2020research.com 800-254-0076 | www.ihr-research.com

Affordable Samples, Inc...... p. 43 Institute for International Research ...... p. 66 800-784-8016 | www.affordablesamples.com 888-670-8200 | www.iirusa.com

Anderson, Niebuhr & Associates, Inc...... p. 34 Intellisurvey, Inc...... p. 23 800-678-5577 | www.ana-inc.com 310-392-3907 | www.intellisurvey.com

B & B Research Services, Inc...... p. 42 IPSOS...... p. 35 513-241-3900 | www.focusfgw.com 888-289-9204 | www.ipsos-reid.com

Burke Institute ...... p. 5 Kinesis Survey Technologies, LLC ...... p. 53 800-543-8635 | www.BurkeInstitute.com 512-372-8218 | www.kinesissurvey.com

Burke, Incorporated ...... p. 45 M/A/R/C Research ...... p. 13 800-427-7057 | www.burke.com 800-884-MARC | www.marcresearch.com

Calo Research Services, Inc...... p. 67 McMillion Research Service ...... pp. 36-37 513-984-9708 | www.caloresearch.com 800-969-9235 | www.mcmillionresearch.com

CRM Metrix, Inc...... p. 47 Nebu USA ...... p. 59 201-617-7500 | www.crmmetrix.com 513-321-2150 | www.nebu.com

Decipher, Inc...... p. 25 Observation Baltimore ...... p. 21 800-923-5523 | www.decipherinc.com 410-332-0400 | www.observationbaltimore.com

Decision Analyst, Inc...... p. 11 Olson Research Group, Inc...... p. 41 817-640-6166 | www.decisionanalyst.com 267-487-5500 | www.olsonresearchgroup.com

Discovery Research Group ...... p. 18 Opinion Search Inc...... p. 19 800-678-3748 | www.drgutah.com 800-363-4229 | www.opinionsearch.com

Dooblo, Ltd...... p. 48 Opinions Unlimited ...... p. 64 [44] (972) 9 767 8998 | www.dooblo.net 800-604-4247 | www.opinions-unlimited.com e-Rewards Market Research ...... p. 9 Principles of Marketing Research ...... p. 56 888-203-6245 | www.e-rewardsresearch.com 800-325-2090 | www.principlesofmarketingresearch.org

E-Tabs ...... p. 15 Qessential Medical Market Research, LLC ...... p. 46 888-823-8227 | www.e-tabs.com 603-775-9200 | www.qmmr.net

EFG, Inc...... p. 3 Radius Global ...... p. 17 866-334-6927 | www.efgresearch.com 212-633-1100 | www.radius-global.com

Epocrates, Inc...... p. 33 Readex Research - Outsourcing Services ...... p. 61 650-227-1700 | www.epocrates.com 800-873-2339 | www.readexresearch.com

Esearch.com, Inc...... p. 47 Reckner Associates, Inc...... p. 39 310-265-4608 | www.esearch.com 215-822-6220 | www.reckner.com

Fieldwork Network ...... Back Cover Sabena Qualitative Research Services ...... p. 32 800-TO-FIELD | www.fieldwork.com/ 203-454-1225 | www.qual.com

Focus Groups of Cleveland ...... p. 54 Schlesinger Associates, Inc...... Inside Front Cover 800-950-9010 | www.focusgroupsofcleveland.com 866-549-3500 | www.schlesingerassociates.com

FocusVision Worldwide ...... p. 65 Schmiedl Marktforschung GmbH ...... p. 24 203-961-1715 opt. 6 | www.focusvision.com 49-30-235096-11 | www.schmiedl-marktforschung.de

Globalpark USA ...... p. 28 Scientific Telephone Samples...... p. 69 888-299-9422 | www.globalpark.com 800-944-4STS | www.stssamples.com

Greenfield Online ...... p. 55 Taylor Research, Inc...... p. 63 866-899-1013 | www.greenfield.com 800-922-1545 | www.taylorresearch.com

Group Dynamics in Focus, Inc...... p. 40 Toluna, Inc ...... p. 55 866-221-2038 | www.groupdynamics.com 800-710-9147 | www.toluna-group.com

GroupNet...... p. 22 uSamp Inc...... p. 7 800-288-8226 | www.group-net.com 818-524-1218 | www.usamp.com

I.S.I.S.-Integrated Strategic Info Services Inc...... p. 49 Western Wats ...... p. 57 650-298-8555 | www.isisglobal.com 801-373-7735 | www.westernwats.com i.think inc...... p. 58 WorldOne Research ...... Inside Back Cover 214-855-3777 | www.ithinkinc.com 212-358-0800 | www.worldone.com

www.quirks.com June 2010 | Quirk’s Marketing Research Review | 75 By Joseph Rydholm trade talk Quirk’s editor

Report shows the changing face of motherhood

ata from a nationwide Pew • 35 percent of parents cited the a woman who had fertility treatment Research Center survey reason “It wasn’t a decision; it just in order to get pregnant. Dand information from the happened” as very important and National Center for Health Statistics 12 percent as somewhat important Population changes and the Census Bureau show that in the decision to have their first or In their report on the results, Pew today’s mothers of newborns are older, only child. Researchers Gretchen Livingston and better educated, less likely to be white • Women (51 percent) were some- D’Vera Cohn discussed some of the and less likely to be married than their what more likely than men (42 factors related to the findings. They counterparts were in 1990. percent) to say that “it just hap- identified population changes as key There were more births to teenag- pened” was somewhat or very factors influencing birth patterns ers in 1990 than to women ages 35 important. in recent decades. There are fewer and older. By 2008 (the latest date for • Forty-six percent said two children women in the prime childbearing years which data is available), things had was the ideal number for a family; now than in 1990, as the youngest changed: 14 percent of births were to 26 percent said three; 9 percent said Baby Boomers have aged into their older women and 10 percent were to four; and 3 percent each said zero, mid-40s. But changes in the race and teens. Across all major race and ethnic one or five or more. Among parents ethnic makeup of young women - groups, the rate of births to women of three or more children, 33 per- mainly, the growth of the Hispanic ages 35 and older grew 64 percent cent said two was ideal. population, which has higher birth between 1990 and 2008. • Nearly two-thirds of Americans (65 rates than other groups - have helped Also released as part of a report percent) said the growing number keep birth numbers relatively level. (The New Demography of American of single women having babies is Another influence on births cited Motherhood) on the above findings bad for society. Only a minority by the researchers is the nation’s grow- were results from a 2009 Pew survey disapproved of more women having ing number of immigrants, who tend on attitudes toward these and other babies after age 40 (33 percent), to have higher birth rates than the birth-related trends. The data were more women undergoing fertility native-born (although those rates have taken from a nationally representative treatment in order to have a baby declined in recent years). The share of sample of 1,003 adults that included (28 percent) and more women not births to foreign-born mothers - 15 parents, people who intend to become ever having children (38 percent). percent of U.S. births in 1990 - has parents and people who do not intend • Most adults said they knew at least grown at least 60 percent through to have children. one woman who had a baby while 2004. Births to foreign-born women As taken from the Pew report, some she was not married and one man in 2004 accounted for the majority of of the main findings of the survey on who fathered a child while he was Hispanic (61 percent) and Asian (83 fertility attitudes and trends include: not married. A third said they knew percent) births.

76 | Quirk’s Marketing Research Review | June 2010 www.quirks.com According to Pew Research Center population pro- pursue their own interests as reasons for not having more jections, 82 percent of the nation’s population growth children. Stress was cited as very important by 35 per- through 2050 will be accounted for by immigrants who cent of adults with a high-school education or less and 23 arrived in the U.S. after 2005 and their descendants, percent of college graduates. Time for their own interests assuming current trends continue. Of the 142 million was cited as very important by 25 percent of adults with people added to the population from 2005 to 2050, the a high-school education or less and 12 percent of col- projections say, 50 million will be the children or grand- lege graduates. Time to pursue their own interests also children of new immigrants. was cited as a very important reason by a higher share of According to the findings, the average age for U.S. Americans with household incomes under $30,000 (29 mothers who had their first baby in 2008 was 25, a year percent) than by those with household incomes of $75,000 older than the average first-time mother in 1990. Among or more (13 percent). all women who had a baby in 2008, the average age is 27, Younger parents and unmarried parents were more up from 26 in 1990. The prime childbearing years remain likely than older or married parents to cite the cost of rais- 20-34 - three-quarters of mothers of newborns are in this ing children as a very important reason for limiting their age range. Birth rates peak among women in their late 20s. family size. Sixty-eight percent of parents in their 20s Since 1990, birth rates have risen for all women ages 30 and 30s did so, compared with 44 percent of parents ages and older. Although in some cases the number of births is 40-59 and 43 percent of those ages 60 and older. More small, the rate increases have been sharpest for women in the than half of unmarried parents (55 percent) cited this oldest age groups - 47 percent for women ages 35-39 and 80 reason as very important, compared with 45 percent of percent for women ages 40-44, for example. married parents. The New Demography of American Motherhood can be Dual factors downloaded free of charge at http://pewresearch.org. |Q The delay in age of motherhood is associated with delay in age of marriage and with growing educational attain- ment, the report notes. The more education a woman has, the later she tends to marry and have children. Birth Quirk’s Marketing Research Review, (ISSN 08937451) is issued rates also have risen for the most-educated women - those monthly by Quirk Enterprises, Inc., 4662 Slater Road, Eagan, MN with at least some college education - while staying rela- 55122. Mailing address: P.O. Box 22268, Saint Paul, MN 55122. tively stable for women with less education. These dual Tel.: 651-379-6200; Fax: 651-379-6205; E-mail: [email protected]; factors have worked together to increase the education Web address: www.quirks.com. Periodicals postage paid at Saint Paul, MN and additional mailing offices. levels of mothers of newborns. Among mothers under age 50 and fathers under age Subscription Information: U.S. annual rate (12 issues) $70; 60, 82 percent say they plan to have no more children. Canada and Mexico rate $120 (U.S. funds); international rate When those parents, as well as parents beyond the child- $120 (U.S. funds). U.S. single copy price $10. Change of address bearing ages, were asked why they decided to limit the notices should be sent promptly; provide old mailing label as well as number of children they had, the only reason cited as new address; include ZIP code or postal code. Allow 4-6 weeks for “very important” by most parents (64 percent) was that change. they wanted to devote time to the children they already had. A total of 76 percent described this reason as very POSTMASTER: Please send change of address to QMRR, P.O. Box important or somewhat important. A total of 72 percent 22268, Saint Paul, MN 55122. said the cost of having another child was very or somewhat Article Reprints: Contact Ed Kane of Foster Printing at edk@ important to them in deciding to limit their family size. fosterprinting.com or at 866-879-9144 x131. Cited by smaller groups of respondents as very or somewhat important were the stress of raising children (49 Quirk’s Marketing Research Review is not responsible for claims made percent), the wishes of their spouse or partner for no more in advertisements. children (46 percent), their age (42 percent) and wanting to have time for other interests (40 percent). The genders offered different responses about stress, money and the wishes of a spouse or partner, the authors Coming in the July issue… noted. Women (56 percent) were more likely than men (40 percent) to cite the stress of raising children as a very or somewhat important factor in their decision to limit family Salary survey size. Men and women were about equally likely to say that Year two of our annual salary survey finds researchers busier financial concerns were somewhat to very important; a than ever before but still claiming to have high satisfaction levels higher number of women (52 percent) than men (44 per- with their jobs. cent) said money issues were very important. A spouse or partner’s wishes were cited as very important by 33 percent Researchers, take more risks of men but only 23 percent of women. Brett Hagins looks at 3M’s guidelines for how its internal research function can take risks and achieve excellence. Adults who completed high school were more likely than college grads to cite stress and having the time to www.quirks.com June 2010 | Quirk’s Marketing Research Review | 77 before you go…

online and offline cover-to-cover News about Quirk’s and quirks.com Facts, figures and insights from this month’s issue

Survey says: 2010 to get things moving in the When other demographic factors are held constant, having a chronic disease significantly increases an In- research industry ternet user’s likelihood to say they keep a blog or con- Thinking of a career change? > tribute to online discussions, a listserv or other online 2010 just might hold some group forums that help people with personal issues or promise for those looking to health problems. (page 8) enter or move around within Allowing “don’t’ know” has at least three important the marketing research indus- drawbacks. First, it allows less-diligent consumers try. According to Quirk’s an easy out by allowing them to essentially avoid the > question. Second, it complicates analysis by permitting 2010 employment/salary survey, 21 percent of respondents missing data. And third, we fail to collect data on be- at client-side companies and a whopping 47 percent of liefs that are weakly held but may nevertheless affect provider-side companies indicated that their firm is likely behaviors of interest. (page 22) or very likely to hire additional market researchers in 2010. Full results from the second-annual salary survey will Archetype cards were used to examine the ways respon- dents define themselves and their relationships. With this appear in the July 2010 issue of Quirk’s! knowledge, a researcher gains perspective on how the > respondent approaches products and services, whether Read on the go - get Quirk’s they are early- or late-adopters, how their relationships on your iPad influence behavior, etc. (page 32) Quirk’s digital PDF is compatible with and readable on Apple’s iPad Think of the Web site as a platform that showcases brand without any additional applications equity. To quickly define the Web equity concept, it is > messaging that can be built and established through Web - just open it up from Quirk’s home site content. The Web site can do a brand justice or injus- page (current cover image is linked) tice depending on how its utilized. (page 41) and start reading! The magazine- on-the-go experience, however, can be enhanced by downloading the GoodReader app produced by Good.iWare Ltd. In regard to Quirk’s, the app enables >>> Enter to win! the PDF hyperlink feature, which allows jumping back and forth using links within the document. Tapping a link Five different winners will receive a copy will whisk you across the entire PDF issue in an instant. of Kathryn Korostoff’s book How to Hire & Manage Market Research Agencies! GoodReader is available from the iTunes store for $0.99. This book will be a useful resource if you are in any of the following situations: Visit us at the AMA’s > You have never done custom market research before, and you’ve been tasked with hiring and managing a first-ever virtual research agency for the first time. conference > You have previously hired market research agencies Quirk’s has partnered with and been dissatisfied with the results. the American Marketing > You have managed one or two projects with market Association in hosting a vir- research agency partners, but the results were not embraced by your internal clients/stakeholders. tual conference on June 23. Korostoff identifies the steps to take before hiring an agency, while engaged Themed “Unveiling Marketing with an agency and at project conclusion - all with an eye on maximizing the return you will get from your market research investment. Research’s Future Online,” the For more information visit www.researchrockstar.com. event is a free full day of online presentations, Q&A ses- sions, networking and exhibits - all “attended” from the To register, send an e-mail to [email protected] with your complete contact information. Please include “Book Contest” in the subject line. Deadline to comfort of your own office. And while you’re there, stop enter is June 30, 2010. The winner will be selected at random and announced by and visit the Quirk’s booth! For more information and in the August issue of Quirk’s. to register visit www.marketingpower.com/calendar/pages/ Congratulations to April’s winner, Katie E. Clark of Diversified Business Communications, Portland, Maine. The winner received an all-access marketingresearchvirtualevent.aspx. pass to The Market Research Event 2010.

78 | Quirk’s Marketing Research Review | June 2010 www.quirks.com

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