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  1. 1. Cool Solutions Remarkable Research Tools to Get Management's Attention and Support August 2011 Copyright 2011 by Saurage Research, Inc. All rights reserved. No part of this document may be reproduced by any means whatsoever without permission in writing from Saurage Research, Inc.
  2. 2. In the next hour… Plan to learn how marketing research executives across the country are re-tooling their research arsenals with the latest technologies ― and successfully selling them to management. What we will cover: • • • 2 2 New research tools that will get management’s attention Reasons why management might nix your research request – and what you can do about it The “dos and don’ts” for your meeting with management
  3. 3. New Research Tools Copyright 2011 by Saurage Research, Inc. All rights reserved. No part of this document may be reproduced by any means whatsoever without permission in writing from Saurage Research, Inc.
  4. 4. Mobile device and text messaging – the next level • • • 72% of adult cell phone users send and receive text messages and 87% teen cell users text. The average adult sends or receives 10 text messages a day, while teens typically send or receive 50 text messages a day. 23% of Americans have replaced their landline phones with cell phones Pew Internet & American Life Project Survey - Cell Phones & American Adults, September 2010 4 4
  5. 5. Smartphones are lifelines for their users Source: The Pew Research Center’s Internet & American Life Project, 2011 5 5
  6. 6. 1 – Online Qualitative Options • • 6 6 Can be one on ones or groups May include – Online boards – online journaling – video diaries – other multi-media
  7. 7. 1 – Online Discussion Boards • • 7 7 Influential factors – Can share individual thoughts with moderator before grouping – Anonymity and convenience – Costs are similar to F2F, limit travel, have limited investment costs – They can boost interaction significantly, especially on topics that are relevant and important to participants, because they can: • design the overall experience so that participants quickly understand how to engage with each other • focus or re-focus the discussion as it unfolds • use individual or group communications to keep participants engaged and help them know that their contributions are valued. Challenges – No facial cues or body language although webcam technology has changed this dynamic – Without skilled QRCs to design, moderate and interpret, can be no better than OE survey
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  9. 9. 1 – Online Journals and Video Diaries • • • • 9 9 Online Journaling – Respondents “blog” about specific activity or process, providing thoughtful, detailed entries with photos, video, text. Video Diaries – Journaling is effective by talking to the camera, showing what a personal space looks like…. Moderators and participants can text real-time, send pictures Entries can be sorted/viewed by participant, date or task
  10. 10. Online Discussion Boards • • 10 Can be one on ones or groups May include online journaling, video diaries, other multi-media
  11. 11. 2 – Mobile Qualitative • • • • • There are 5.3 billion mobile subscribers worldwide – 77% of the world population. *Mobithinking.com 11 11 MMS, SMS, Facetime, pads/tablets Non-intrusive way to obtain in-themoment insights Fast response – 15-30 minutes Influential factors – No need for participants to think back – immediacy in sharing – Effective in reaching global targets – No learning curve for participants – High engagement level Challenges – Less depth and detail in texting alone – Mobile is not standardized
  12. 12. 2 – Mobile Quantitative • • • • • [New study] proves that smartphone-based survey data is statistically comparable to online survey data.*GreenBookBlog.org 12 12 Variety of devices will respond Consumers answer questions in the field Fast response – 15-30 minutes Influential factors – Integrates with traditional d.c. software – Immediate experiential feedback – Demos like youth and road warriors more likely to respond – Higher faster response rate than online Challenges – Older phones less responsive – Mobile is not standardized
  13. 13. 3 – Experience Tracking with Webcams • • • • • 13 13 Combines methodologies of in-person qualitative followed by live onsite reporting, then F2F debriefing Engages miniaturized video technology, secret-shopper style Creates comparisons of beliefs against actions Very intense activity Rapid completion
  14. 14. 4 – Insight Communities (MROCs) • • • • • 14 14 Engages 50-200 customers, brand lovers, thought leaders, creatives, early adopters, etc. Useful platform for research co-creation Use ongoing “loyalty” strategy to encourage participation Influential factors – Longitudinal input for process is terrific – Fast-turn opportunities for empanelled participants – B2B audiences respond favorably, as do B2C audiences Challenges – Initial costs are significant although they have fast ROI – Significant staffing resources required – Can take 3-6 weeks to launch
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  18. 18. 5 – Social Media Mining the internet for knowledge to guide decisions with regard to brand, purchase intent, emotional attraction and more… Social media research is the application of scientific marketing research principles to the collection and analysis of social media data such that valid and reliable results are produced.*Conversition.com 18 18
  19. 19. 5 – Social Media • • • • • Sentiment analysis Story building Traditional scoring methods Sampling and weighting Demographics • • • • 19 19 Specialists abound Critical to refine objectives Longitudinal in nature Best used as part of a larger project or research effort
  20. 20. Management Objections Why They Resist and How to Move Past Objections & Secure Approval Copyright 2011 by Saurage Research, Inc. All rights reserved. No part of this document may be reproduced by any means whatsoever without permission in writing from Saurage Research, Inc.
  21. 21. Objection #1 – It’s too expensive 21 21
  22. 22. Counter to “It’s too expensive” Vistage CEO Confidence Index, March 2011 (1,728 CEOs) 22 22
  23. 23. Objection #2 – Sales needs the budget more than you 23 23
  24. 24. Counter to “Sales needs your budget” • • • • • 24 24 Sales and management need details about customer experiences Metrics can quantify where / how sales are lost Finding and remediating the disconnects between sales promises, customer expectations and actual delivery can recover clients Understanding key customer needs and perceptions drives messaging for support collateral and advertising Focused messaging ensures the company speaks with one voice
  25. 25. Objection #3 – We already invested in syndicated data 25 25
  26. 26. Objection #4 – We never really learn anything new 26 26
  27. 27. Meeting Navigation Rules of the Successful Meeting Copyright 2011 by Saurage Research, Inc. All rights reserved. No part of this document may be reproduced by any means whatsoever without permission in writing from Saurage Research, Inc.
  28. 28. Put it into context • • • 28 28 Recognize C-level executives have pressures from home, from employees, from competing team leaders, from industry Often they don’t understand the details and technology behind the methodologies May want to choose: – Path of least resistance – Paved roads over new trails – Cheapest solution – Fastest delivery – Most verifiable data
  29. 29. Negotiating the Management Suite Do’s • Prepare – know and address concerns • Structure proposal around “how,” not “if” • Define benefits that support multiple teams • Share project ownership if desired • Know strengths & weaknesses of elements • Manage expectations of deliverables • Channel confidence & enthusiasm Don’ts • Overload audience with brainiac details • Go on the defensive • Neglect to have Plans B & C ready to go • Try to over-control the meeting/outcome • Ignore management’s contributions • Provide negative feedback 29 29
  30. 30. www.saurageresearch.com www.realityspikes.com @keyfindings @realityspikes ssaurage@saurageresearch.com SusanSaurage-Altenloh 30 30

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