For the week of August 25th, fifteen interesting items online on market research.
For the week of August 25th, fifteen interesting items online on market research.
I recently wrote a post that appeared on Lenny Murphy’s Greenbook blog about a crowd-funded political poll that took place in Winnipeg. The poll was conducted by Probe Research of Winnipeg, and the results were released yesterday. I have included links to my original post, as well as coverage by the Winnipeg Free Press of the poll results.
Certainly market research does not have a lack of hashtags on Twitter: #mrx, #ngmr and #newmr are the first few that come to mind. With the challenge of only having 140 characters in Twitter for each tweet, and in reality most users only using 120-125 to allow for retweets, space is at a premium when tweeting.
in my mind though, the time at which this could be useful is for a single hashtag for market research conferences. These days most conferences have an active tweet stream, with most conferences have a hashtag unique to a specific conference so that tweets can be followed easily by both conference attendees and those who wish they could be there.
Now, I’m not suggesting that individual conference hashtags be eliminated, as they clearly serve a purpose. Rather having one hashtag like #mrxconf for example, in addition to individual conference specific hashtags would allow researchers who are not even aware that a certain conference is occurring to find out about it and follow the tweet stream. Power users of monitoring software like Hootsuite could set #mrxconf as stream to follow on a regular basis.
What do you think?
Valerie Russo of The Market Research Event blog recently interviewed me for the TMRE blog’s TMRE Spotlight feature. Valerie asked me about my thoughts on future trends in research. To view the interview click here.
The following notes were live blogged from the Emerging Leaders Panel on June 10, 2014. The panel was moderated by Mark Wood of TNS, and included the following panelists: Raj Manocha (Asking Canadians), Jara Ulbrych (Coca Cola ), Scott Switzer (Vision Critical) and Megan Harris ( SABMiller). Minimal editing was done on the post, so there will be typos in the post.
How Have Budget Pressures Impacted Your Company:
Raj: Scalability becomes different, moving from sample sizes of 1000s to hundreds. Need now to change into a company that can scale in a more efficient way.
Megan: From a client-side perspective, understand how the discussion happens since there is not an obvious proven ROI on investment.
Scott: Vision Critical has been a success because it can tap the people you need to for your business very quickly and efficiently. Don’t claim that the product can do everything, but can help with companies that are challenged with respect to budgets.
Jara: Have made a commitment at Coke to the shareholders to invest in the brand, so research budget has actually gone up. Challenge is with respect to ad-hoc project budget. Trying to bring in more global suppliers to bring in bulk savings by having a global reach.
Moderator: Younger researchers may not always deal with clients even though they have an expanded role, how does that help their career evolve.
Scott: There is a lot of stress and confusion about dealing with limited resources. Have conversations with them to see if their are external resources to help them with.
Megan: Can be a much better researcher when you have a better idea of how every area of the company does things.
Jara: Each person is responsible for their own domain at Coke, but researchers are involved with other parts of the business outside of the research role.
Raj: A lot of time people are scrambling, solution is value-added solutions. Question is how do you solve people’s problems from a day-to-day point of view. Future for under 35s is to help them to survive.
Moderator: New innovative technologies are being talked about more and more. Many of the under 35 familiar with these, but how do you gain traction with clients or bosses on technology?
Raj: A lot of time it is about educating people. With panelists the question is how do you talk to people in the way that is best for them — such as mobile. For example, need to keep in mind 18-25s don’t want to do 45 minute surveys online, need to be shorter and on mobile.
Jara: No issue moving up the chain, issue more that when a supplier brings a new technology in it has to solve a problem that was not able to be solved before. A lot more steak and a lot less sizzle. We are open to things, but it has to be proven and provide new information that wasn’t available before.
Megan: Research is an investment, when selling research to internal clients they have to be convinced of it. Often internal clients can see it as a risk, and have to convince them it will work, and that there is a proven benefit. Education and story-telling skills have helped.
Scott: Wide range of ages at Vision Critical, average age is 33. Some business leaders that scratch their heads at the technology, others that seem like they could work at Facebook.
Megan: First dedicated Canadian researcher at SABMiller. Has resources to contact counterparts in other parts of the organization.
Raj: Organization is very flat, everyone has have to measure everyone else. Count on colleagues to tell him what happens everyday.
Jara: Flat department, no formal mentorship. Mentoring happens outside of the research department.
Q: Something that MRIA could do something differently at conferences like this?
The following notes were live blogged from the “Using Online Video Surveys for Qualitative Research” session given by Kristina German (One Story) on June 10, 2014. Minimal editing was done on the post, so there will be typos in the post. A short video interview with the presenter is below:
One Story has surveys, that have responses by video.
Started with conducting surveys for the city of Calgary. After floods were over in 2013, asked small businesses three questions which they could answer on an app.
Platform that could be used in different ways.
The following notes were live blogged from the “Panel Discussion on Political Polling & Media in Canada: “Election Polling in the West – Has it Changed The Research Industry For the Better?” session moderated by Steve Mossop (Insights West), with Eric Grenier (threehundredeight.com), Tim Olafson (Stone-Olafson), Scott MacKay (Probe Research) and Lang McGilp (Insightrix Research) on June 9, 2014. Minimal editing was done on the post, so there will be typos in the post. A short video interview with some of the presenters is below:
Views of political polling
Moderator: Recent election misses have been the result of voters changing their mind on the last minute, so polling in Canada is not broken. In the last BC election Insights West did a poll that found 10% made up their mind the day of the election, 20% day before.
Eric: There is still a role for polling, because since parties have the information the public should. If you don’t have public polls out campaign will be dominated by party polls. There is no more trust between pollsters and public, so this needs to be rebuilt. Needs to be more money spent on polls, and an increase in trust between pollsters and journalists. Media is looking at who got it wrong, and not paying attention to who got it right.
Tim: Public polling is important, but it should be paid for. Pollsters do a bad job of setting up the context of what happened when they were polling. MRIA needs to work on getting rid of the publication ban.
Scott: Polling is not getting any easier. There are enemies out there, many people want pollsters to get this wrong. For example in 1993 they had NDP at 52%, and the NDP actually received 45%. The editorial the next day in The Winnipeg Free Press talked about the “poetry” in polling. The industry needs to be less competitive, stop having squabbles between pollsters. People have a good memory for misses, but not for the elections called correctly.
Lang: Need to have a quality source to make sure you have a representative sample. In the case of Insightrix they have used their own panel that they find to have been very accurate.
Moderator: Are there too many polls?
Eric: Thinks more is better, but it needs to have context. It might seem we have a lot but there are very few compared to the United States. If there was higher quality that would be positive.
Tim: There are no legal or engineering sites that have everything free. Political polling conditions clients.
Moderator: Election coverage is the best coverage for the firms.
Tim: Our firm made the decision not to do any polling if they were not paid for it. The possible negative publicity of bad polling is not worth the risk.
Scott: Questionnaires have minimal amount of detail because they cannot afford to add questions that they used to as standard.
Eric: With new technologies and IVR, adding questions is not more expensive.
Moderator: There are a lot of good polls during the election campaign.
Eric: A good poll is the cost of a journalist’s salary, which is a trade-off.
Moderator: IVR/online/telephone debate is now front and centre. Is methodology a problem?
Scott: I think so, we used to be much more accurate 15 years ago. What happened, we started to use these online panels, and I don’t think they’re very good. I don’t think the telephone methodology is dead. In smaller markets there just aren’t enough people on panels.
Lang: As a firm we knew there wasn’t t large enough panel we could use, so we built our own. It was more expensive: half recruited at the end of surveys, others recruited from social media.
Moderator: What method would you use if you were paid?
Tim: I don’t care telephone works, online works, IVR works, they all have their issue. What changed more than the methodology is the society. What happened is we used to get news at night in our paper, and on the half an hour.
Eric: I am more or less agnostic on methodology. In Nova Scotia live telephone was the best, in Quebec IVR was the best. When there is only one you don’t know if there is a bias.
Moderator: How much is a problem is not asking the right questions?
Scott: The participation in elections is declining dramatically. The smart way is to build likely voter models. Problem doesn’t exist in the United States because party voting lists are publicly available. Lang: We have asked questions after an election did you vote in the last election, and the yes is always much higher than reality.
Moderator: Often in the BC election the results were focusing on decided voters, and not much focus on undecideds.
Eric: There is also a bit of laziness on the part of the media. Even in the superficial polls, you had questions on leadership suggesting it was a closer race than otherwise thought.
Moderator: In the BC election news anchors were shocked at results, so they waited very late to call the election.
Tim: In Alberta the numbers didn’t seem to make sense because the Conservatives had much higher leadership numbers, even though polls showed the Wildrose Party as having very high poll numbers.
The following are my notes live blogged from the MRIA 2014 session given by Shane Skillen (Hotspex) and Greg Rogers (Procter & Gamble) titled Seismic Change are Coming to Market Research. Notes are not edited, and may have typos.
From a P&G perspective the nature of decision-making is much faster.
The people have access to the data are not market research. Changes here and upcoming:
Much of the data use is unstructured — text analytics used on social media information.
There are likely to be many more micro-mobile surveys, and less 20 minute trackers.
Google surveys marries survey data back to search information that they already have.
Three main areas in P&G
What are the gaps that P&G finds?
The following are my notes taken live from a presentation from Susan Williams (Cadillac Fairview) and Susan Ince (Epic Consulting). Notes may have typos in them. A short video with the presenters is below.
Intro: 10 years of data, over 1 million gift card base
Challenges Mining Big Data
Strategy for success
This case study:
The data files:
Plan & Approach
Insights: Top Retailers
The following notes were live blogged from the “Understanding Predictive Analytics” session given by Chuck Chakrapani (Leger Marketing) on June 10, 2014. Minimal editing was done on the post, so there will be typos in the post. Below is a video interview with the presenter:
Is interested in technology enabled predictive analytics (as opposed to technology driven)
What is Data Analysis:
Everything is predictive:
What will happen — A or B will happen, will have consequences on either results
The New Science of Data Science
Data science is the study of the generalizable extraction of knowledge from data. It builds on techniques and theories from many fields:
What is big data?
Big Data and the Flu
What Happens When You Use Gmail
Two Functions of Predictive Analytics
The objectives haven’t changed, but:
How does that help?
Do not think of big data as everything. Unless you combine data with analysis the whole thing is useless. You need to have objectives.