Online Market Research
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The document discusses online market research and its advantages over traditional methods. It provides examples of online surveys and focus groups. Some tips for effective online research include recruiting respondents rather than allowing voluntary participation to avoid biases, recognizing the limitations of online research, and applying the same standards of traditional research. Online research has grown and can be used to reach diverse populations and test advertising concepts efficiently.
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Online Market Research
- 1. Online Market Research Presented by: Kevin A. Barnes Research Lead Creatonomy Marketing Communications March 29, 2007
- 2. www.creatonomy.com ©2007 Creatonomy Marketing Communications. All Rights Reserved. How are Market Researchers Researching? Source: 2006 ESOMAR Industry Study
- 3. www.creatonomy.com ©2007 Creatonomy Marketing Communications. All Rights Reserved. How are Market Researchers Researching? Source: 2006 ESOMAR Industry Study
- 4. www.creatonomy.com ©2007 Creatonomy Marketing Communications. All Rights Reserved. How are Market Researchers Researching? Source: 2006 ESOMAR Industry Study
- 5. www.creatonomy.com ©2007 Creatonomy Marketing Communications. All Rights Reserved. Growth in Online Quantitative Research Source: Inside Research, 2005
- 6. www.creatonomy.com ©2007 Creatonomy Marketing Communications. All Rights Reserved. Advantages of Online Research ! Can gather results for low-incidence populations ! Can reach participants virtually anywhere ! Reduces/Eliminates travel costs ! Fast turnaround
- 7. www.creatonomy.com ©2007 Creatonomy Marketing Communications. All Rights Reserved. For Example, Online Research is Ideal for… ! Testing advertising media: " Images " Messages " Music " Branding " more
- 8. www.creatonomy.com ©2007 Creatonomy Marketing Communications. All Rights Reserved. Example: Online Focus Group Source: Knowledge Networks
- 9. www.creatonomy.com ©2007 Creatonomy Marketing Communications. All Rights Reserved. Example: Online Survey Source: Creatonomy
- 10. www.creatonomy.com ©2007 Creatonomy Marketing Communications. All Rights Reserved. Example: Online Survey Results Source: Creatonomy
- 11. www.creatonomy.com ©2007 Creatonomy Marketing Communications. All Rights Reserved. The “Art” of Online Research ! Tip One: The business issue dictates the approach to the research. " Do you need a precise or directional answer? " Is the timeline urgent or not? " Are there any biases that would affect the research study?
- 12. www.creatonomy.com ©2007 Creatonomy Marketing Communications. All Rights Reserved. The “Art” of Online Research ! Tip Two: Recruit respondents; don’t allow people to join voluntarily. " Retain control of your research sample " Avoid self-selection bias " Avoid professional respondents
- 13. www.creatonomy.com ©2007 Creatonomy Marketing Communications. All Rights Reserved. Impact of Self-Selection Source: Knowledge Networks
- 14. www.creatonomy.com ©2007 Creatonomy Marketing Communications. All Rights Reserved. The Problem of “Professional Respondents” ! The average Online Panel volunteer belongs to 8 other online panels. ! 30% of all online surveys are completed by just 0.25% of the population ! In 2004, a typical Professional Respondent took an average 80 online surveys during a period of just 90 days
- 15. www.creatonomy.com ©2007 Creatonomy Marketing Communications. All Rights Reserved. The “Art” of Online Research ! Tip Three: Purely online research cannot be considered representative of the general public. " There remains a significant portion (30-35%) of the overall population that lacks email or Internet access.
- 16. www.creatonomy.com ©2007 Creatonomy Marketing Communications. All Rights Reserved. The “Art” of Online Research ! Tip Four: Just because research is being conducted online, that doesn’t mean you can forget everything else you know and have learned about conducting research. " The requirements for successful research are independent of the research environment.
- 17. www.creatonomy.com ©2007 Creatonomy Marketing Communications. All Rights Reserved. Questions?
- 18. www.creatonomy.com ©2007 Creatonomy Marketing Communications. All Rights Reserved. Contact Information To request an electronic copy of this presentation, contact: Kevin A. Barnes kevin@creatonomy.com Creatonomy Marketing Communications
- 19. www.creatonomy.com ©2007 Creatonomy Marketing Communications. All Rights Reserved. Appendix
- 20. www.creatonomy.com ©2007 Creatonomy Marketing Communications. All Rights Reserved. Elements Impacting Online Quantitative Research Accuracy ! Coverage Bias: If those without Internet access cannot participate, data will be skewed; all online opt-in panels exclude the non-Internet population. ! Self-Selection Bias: When respondents choose themselves (i.e., opt in or volunteer) — rather than being chosen as part of a random sample — then it becomes impossible to project research findings to larger or other populations. ! Non-Response Bias: Frequently in online opt-in research, a small fraction of those invited actually participate, and little effort is made to convert nonresponders. ! Respondent Maintenance: Nonparticipating respondents need to be identified and removed from the results analysis; but some types of online research — such as online opt-in panels — often allow nonparticipating members to be considered members, even after they have not participated or answered anything in a significant length of time. ! Respondent Engagement: A strong effort must be made to keep respondents attentive and involved in the online environment, and help them troubleshoot in real time during survey taking. ! Replicability of Results: As with quantitative scientific research, results cannot be considered valid if repeating the research process produces completely different results.
- 21. www.creatonomy.com ©2007 Creatonomy Marketing Communications. All Rights Reserved. Online Survey Tools & Software ! Formsite (www.formsite.com): Subscription ! Pendragon (www.pendragonsoftware.com): Subscription ! Perseus (www.perseus.com): Subscription ! Quia (www.quia.com): Subscription ! SurveyMonkey (www.surveymonkey.com): Free Basic level; Subscription Professional level ! SurveyShare.com (www.surveyshare.com): Subscription ! SurveySuite (intercom.virginia.edu/cgi-bin/cgiwrap/intercom/ SurveySuite/ss_index.pl): 14 days free ! SurveyTracker (www.surveytracker.com): Subscription ! Zoomerang (www.zoomerang.com): Free Basic level; Subscription Advanced levels
- 22. www.creatonomy.com ©2007 Creatonomy Marketing Communications. All Rights Reserved. Other Resources ! ResearchInfo.com has a number of resources for conducting online market research, including: " Directory of Online Research Vendors " Evaluations and demo versions of numerous online research software packages " Tutorial for creating online survey content " Market research calculators (for determining incidence, confidence level, etc.)
- 23. www.creatonomy.com ©2007 Creatonomy Marketing Communications. All Rights Reserved. General Market Research Resources ! American Marketing Association: www.marketingpower.com ! The Advertising Research Foundation: www.thearf.org ! The Council of American Survey Research Organization: www.casro.org ! ESOMAR (World Association of Research Professionals): www.esomar.nl ! VALS Psychographic Segmentation Service: www.sric-bi.com/vals ! An Online Survey Research website: www.insightexpress.com ! Product Development innovation and collaboration: www.knowledge-roundtable.com ! Database of 30,000 Market Research Reports (for purchase): www.marketresearch.com ! The Market Research Association: www.mra-net.org
- 24. www.creatonomy.com ©2007 Creatonomy Marketing Communications. All Rights Reserved. Contact Information To request an electronic copy of this presentation, contact: Kevin A. Barnes kevin@creatonomy.com Creatonomy Marketing Communications
Editor's Notes
- Introduce self Describe Creatonomy experience Describe Accenture experience ASK how many people have taken an online survey ASK if anyone has created an online survey
- Let’s start with the overall market research picture. The vast majority of market research today is Quantitative. ASK what percentage of the Quantitative spending do you think might be due to online research
- Online accounts for 16% of spending on all Quantitative research. TALK through breakout.
- ESOMAR study didn’t break out online as a separate category within Qualitative spending --> too small. TALK through breakout CONCLUSION: The majority of market research today is Quantitative, and about 1/6 of that (based on spending) is already done online.
- What is behind this growth in online research? Main factors include: Technology advances have made online research easy, quick and inexpensive. Online research can offer several advantages over traditional (offline) research ASK what people think the advantages are to doing market research online.
- Low-incidence populations = CEOs, etc. (groups with small numbers of people, often spread out geographically) Reach virtually anywhere --> Can reach geographically dispersed groups Reach virtually anywhere --> In comparison, the vats majority of traditional focus groups are conducted in just 4-5 major cities (New York, Chicago, LA, Denver) and are not geographically representative. Fast turnaround --> Traditional focus groups typically take from 4 to 6 weeks to organize and facilitate; online focus groups allow you to move much more quickly. ASK given these advantages, what research areas might be a good fit with online research
- FOR EXAMPLE … Today, online research is being employed in a variety of ways to help CRAFT and TEST advertising. Let’s look briefly at some ways that this is being done …
- For Qualitative feedback, online focus groups are one tool. Example: advertising message testing for a manufacturer of organic baby food. TALK THROUGH different portions of screen: White board/interaction area Chat sidebar All happens within the respondent’s web browser (i.e., Internet Explorer, FireFox)
- For Quantitative results, online surveys and online interviews can be used. Online surveys can be highly customized, configured in a variety of question types, etc.
- And most Quantitative online tools now let you do basic and complex analysis of results right in a password-protected Admin view. Can look at results for a single survey question, or do more complex cross-tabulations. Given these examples, let’s talk about the “ART” of conducting successful online research.
- I consider there to be 4 main rules, or “tips,” for conducting successful online market research. Far too often, marketers decide on the research approach (i.e., online survey, etc.) before even defining the business issue requiring investigation. Let WHAT you’re researching drive the selection of research processes and tools.
- This is critical for Quantitative research. If you don’t do this, the research validity will drop to near zero, and the results will be useless (or even worse, the results may lead you to bad business decisions). Let’s talk more about self-selection bias.
- You might think that self-selection won’t have a major impact on results, but … “Benchmark” = percents for the overall US population “All Volunteer” = results from testing an All Volunteer group of respondents The source for each “Benchmark” percentage is given in parentheses. Note the dramatic differences, and you’ll get a sense of how biased (different than the overall US population) an All Volunteer test group can be. Now what about “professional respondents”?
- Note how a very small number of people are responsible for almost a third of all online research findings --> disproportionally represented and thus they skew the results The best way to avoid such Professional Respondents? Select your respondents; don’t let them select themselves!
- Although decreasing, there remains in the US about 1/3 of the overall population that doesn’t have regular access to either email or the Internet. Research has shown that the demographics and traits of the “online audience” are not reflective of those of the overall population. Thus any research that is examining something other than an exclusive online audience should include a component to reach and include offline respondents. (If time allows, give DONA International Membership Survey example -- both online and paper-based versions of same survey used to capture representative results.)
- This can be the most important rule! Think of online research as just one more “tool” or one more “approach” in your research arsenal. Whether online or offline, the basics of good research still apply!
- If you’d like an electronic copy of this presentation, please email me. NOTE that electronic version also will include Appendix section with additional resources.