Archive for the ‘Global Survey Solutions’ Category
By Ben Leet (as published on The GreenBook Blog)
Fresh off the back of Nokia’s mobile business absorption into Microsoft, and with Blackberry continuing to seek a buyer for its ailing mobile arm, Motorola can smell blood as it launches its latest series of low end Smartphones aimed to drive a stake through the remains of those once glorious mobile hardware providers. Called Moto G, Motorola’s strategy is clear: Tap into the “500 million people who will buy a Smartphone for $200”, according to their CEO Dennis Woodside. And it makes sense; at the Moto G launch, Woodside went on to say that until now those customers only had the choice of a phone with last year’s tech or a second hand phone, so providing brand new technology to an audience hungry to keep up with Western trends could be a masterstroke. However, will Nokia or Blackberry take this lying down? They simply cannot afford to, and so the probability of the Smartphone war making its way to emerging markets just increased exponentially.
The relevance to the market research industry is that, for some time now, it’s been obvious that mobile research will become the methodology of choice for much of our work in emerging markets. Internet penetration is already higher via mobile versus desktop devices in countries like India, which means that mobile is already more representative than online in many instances. This is not new. I, and many others in the industry, have been preaching this for some time, but until now mobile surveys in those countries have been largely restricted to simple text-based surveys, or very light, simple and easy-to-load mobile web surveys. But that could all be about to change, and it will happen fast.
Where consumerism leads, brands follow, and where brands go, so marketing research goes. – Ben Leet
Catch them if you can. Consumers are notoriously hard to read, which is why most research spend goes toward cracking the code. Up until now, the focus has been heavily weighted toward consumers in developed countries – after all, they are the first target of most manufacturers. Reaching the consumers in developing countries has been more of a challenge, and researchers have continued to rely heavily on face-to-face to get proper representation. Until today.
In an article for MRA’s Alert! Magazine, uSamp’s Ben Leet expounds on why mobile will be the tipping point. With the high penetration of smart phones in countries like India coupled with new technologies like geofencing, there is a new opportunity for researchers to bypass online methodologies and go straight to data collection via mobile. As Leet describes, “It’s almost a self-fulfilling prophecy; with increased consumerism comes an increase in smart phone penetration, and with it, the ability for researchers to reach new audiences.”
Leet goes on to highlight trends he believe will emerge in the next 12 to 18 months:
- Mobile as a multiple methodology – app-based and mobile Web unite!
- More research spend devoted to emerging countries – propelled by end clients pushing for more insight into this untapped resource
His article begs the question: Should researchers skip online sampling methodologies and go straight to smartphone in emerging countries?
I believe that competition is at the core of any successful tech company; pioneers lay the groundwork, new entrants build on top of that groundwork, and all parties become more fiercely committed to solving problems. Take search engines for example. Yahoo! pioneered a hugely popular early search engine for the web. Its limitation was in how quickly its database of human-powered results could keep up with the rapidly expanding web. Google saw a problem and created a better solution.
I was recently asked by Bob Lederer of the Research Business Daily Report about my thoughts on how Google Consumer Surveys (GCS) has impacted the Market Research industry. I’ll reiterate what I wrote in the first product review of GCS: “GCS’ move into the Market Research industry brings good visibility to on-demand SaaS insights.” I truly believe that competition propels innovation and everyone wins.
Matt Dusig, Co-founder & CEO and Allen Vartazarian, Senior Product Manager
Everyone in Market Research has mobile on the tip of their tongue: mobile surveys, mobile panelists, SMS, push notifications, geo-location, geo-fencing and app installs are just a few of the features being discussed. A recent article in Quirk’s argued that mobile research is not just about translating desktop surveys to a small screen; instead, it’s about creating media-rich experience of profiles, location and commerce.
But what does this all mean? What does it take to successfully execute a mobile strategy today? Is it as simple as formatting surveys for the smaller screen or do more robust capabilities need to be baked into this on-the-go solution? Should we look for technology, panels or both? What’s the experience for panelists?
Taking these questions into consideration, it is important to focus on simple but effective mobile business solutions, where you can connect and learn from your customers. Here are some mobile strategies for your company to take into consideration:
by Clif Fleitas, Senior Director, Technology Solutions & Inside Sales Development
Sample providers must thoroughly understand every market in which they work. There is no knowledge substitute for regional knowledge.
by Scott Weinberg, Director, Enterprise Hosted Technology, uSamp
Scott resides in Minneapolis, MN and joined uSamp in February 2011. Scott is active with the Market Research Association (MRA) and is the President-Elect of the MN / Upper Midwest MRA chapter. He has spent the majority of his career in the Market Research industry, starting as a project manager on the supplier side, eventually moving into turnkey project design, before spending the last several years focused on online panels and in particular emerging panel management technologies. Scott earned an M.S. in Industrial/Organizational Psychology from the University of Wisconsin and is on Twitter @ScottWeinberg and LinkedIn.
Over the past 15 years in the Market Research industry, I’ve had the opportunity to work with companies to develop and implement strategies for organizing their customer feedback efforts. During this time, I’ve noticed two prevailing technology acquisition themes:
The first acquisition theme is the approach that results in a fragmented, piece-meal process that relies on a ‘blended’ supplier approach. On first blush, the blended approach seems reasonable, and financially sound. Specifically, in this scenario, different supporting technologies (i.e. survey program, reporting program, analytical application, panel management program) are each vetted and acquired independently.
by Matt Dusig, co-founder & CEO
We, as consumers, are in an age of unlimited exposure. For efficiency’s sake, we agree to terms and conditions without bothering to scroll through 53 pages of stipulations. We volunteer credit-card information and secret passwords without second thought. We are at a crossroads where data mining can be beneficial or detrimental. The more information we give up about ourselves, the better our browsing experience. But at the same time, we often forget about the digital footprint left behind that can be manipulated if it falls into the wrong hands.
I am often reluctant to give 100% accurate information when registering for a website. When prompted to fill out my date of birth on non-legal sites, I’ll state the proper year but a different month and day so that I don’t compromise my privacy. It’s a scary world with all of the data leaks of major corporations, and I am hesitant to trust an unknown source with personal details. I can’t be the only person who feels this way, can I?