Webinar Follow-Up: DIY Marketing Research Trends

With market planning season upon us, we decided to talk about the whole DIY Marketing Research Trend and what tools and opportunities were available for both research practitioners as well as small businesses.

Quick Trend Summary

  1. Tracking social media chatter – it’s just another way of saying – search social media streams for mentions of your company or brand and start analyzing the open ended comments that people are writing about them.
  2. Share survey’s on social networks.  This is still a burgeoning trend and people are still trying to figure out how to work with it.  Make sure that your survey is broad enough and relevant enough for the network that you’re posting it to.
  3. Analyze Social Media Chatter:  Survey Analytics and QuestionPro have wonderful tools that you can use to analyze those tedious open ended comments.
  4. Using quick engagement polls.  This is part of a larger trend to reduce the overall length and complexity of surveys.  Tools like Micropoll create an attractive, FREE and easy to use way to get feedback.
  5. Crowdsourcing.  If you’ve been a fan of American Idol or Digg, then you know all about the power of using crowds to sift through information.  IdeaScale is our tool that makes crowd sourcing a breeze.
  6. Going mobile is a trend that shouldn’t surprise anyone with a mobile device.  Converting your survey into a mobile app or format might actually improve your response rate because your respondents can actually fit your survey into their downtime.

Finally we ended our trends with opportunities for practitioners to educate DIY researchers on how to get the best results with the tools that are available.

Questions and Answers

We also had a very active Q&A session.  Here are just a few questions and short answers:

Where can you get great respondents? You can purchase panels from resources such as Peanut Labs.  If you don’t have the budget for that you can actually create your own list fro your social media communities.

Who are DIY practitioners in companies? Your best bet is to connect with marketing managers, sales and customer service managers and of course the business owner.

You can download the slides from the presentation here:

Free Webinar: Do This, Not That – Localizing Your International & Multi-lingual Surveys

Tuesday October 5th, 2010 at 9:00 AM PST

Sign Up Here!

Have you thought about implementing international research strategies for your company or clients but found it too intimidating to try?

Join SurveyAnalytics as we team up with Language Intelligence to give you the right tools to conduct actionable research on a global scale.

Localization is the process used to adapt your survey to a particular language and culture. Internationalization, then, is the process of planning, designing and implementing a culturally neutral survey which can be easily localized.

Some questions we’ll address in this webinar are:

  • How do you prepare your English survey so that accurate localization is possible?
  • How can you be sure that the data collected will accurately represent your international markets?
  • How will you know that your translated surveys are culturally appropriate?
  • What are some common pitfalls to avoid?

This discussion will explore how to conduct successful global research as effectively and efficiently as possible. We’ll examine best practices for reaching all of your target locales. From cultural considerations to word selection and structure, you will hear from localization experts about how to properly internationalize your survey questions, demographics, scales, and concepts. We will also examine some common challenges that localization and translation can present along the way.

Sign Up Here!

About the presenters:

As Director, Global Client Solutions at Language Intelligence, Lisa Pietrangeli works with clients to develop internationalization strategies for all stages of the content development process, including authoring, terminology management, XML implementation, translation and output finalization. Her experience working in many areas of the business, including project management, resource selection and management, localization consulting, quality management and management of the localization project management staff, allows her to approach translation challenges from diverse perspectives. With this insight, Lisa is able to help clients streamline their process, allowing them to set the stage for higher quality translations with increased consistency, quicker turnarounds, and better cost efficiency. Lisa holds degrees in Art History, Spanish, Italian and certification in American Sign Language. She has been with Language Intelligence since 2000.

Esther LaVielle is the Chief Education Director at QuestionPro and Survey Analytics, which was started in 2002 in Seattle and is now one of the fastest growing private companies in the US. Prior to her adventure at QuestionPro she spent 3 years as a Qualitative Project Manager at the Gilmore Research Group. http://www.surveyanalytics.com

Follow up on Webinar: How to Tailor Diversity Initiatives in Your Recruitment Strategy Using Online Surveys

On Tues September 28th, 2010, SurveyAnalytics did a joint presentation with the global leader in human capital solutions: Personified, a division of CareerBuilder.

Diversifying your recruitment strategies is an important initiative for organizations to ensure they are attracting the right talent. Despite what people think, recruitment needs to be customized to an organization’s target talent. In today’s economy it is very important for companies to attract their ideal employee. Failure to focus on specific specific diversity requirements, education, and work experience would result in a overabundance of non-qualified candidates.

In today’s presentation Personified showed us how they use online survey tools to work with their clients in identifying multi-diverse recruitment opportunities including:

-How the recruitment experience differs by demographics (i.e., gender, ethnicity, and generations).

– How your recruiting strategy must be tailored to these specific populations.

What is workplace diversity?
Workplace diversity is the variety of differences among people in an organization, encompassing race, gender, ethnic group, age, personality, sexual orientation, tenure, organizational function, education, background and more.
Three basic studies conducted on SurveyAnalytics by Personified are:
•Applicant Experience
-Finding show that many applicants have a prejudged a potential employer based on
the application process (ex. online surveys, questionnaire, job/org. description).
•Standard Demographic Employment Survey
– Questions include: What were the top 3 reasons you applied for the position?
– Please rank the following factors based on how important they are when you consider a job or an employer (Ranking).
– Examples of options: Advancement, Balance, Benefits, Culture, Diversity, Financials, Location, Outreach, Salary, Training, etc.
•Diversity Study
– 515 hiring managers interviewed on opinions of diversity in current organization.
– 2,047 job seekers interviewed on opinion on diversity of potential employers.
As a result of many studies in we have found the following conclusions:
•Overall, very few notable differences between males and females.
•Gen Y(18-30) has the most differences when compared to both the Gen Xers (31-45) and the Baby Boomers (46-64).
•Advancement opportunity is a bigger factor in employment for minorities than it is for Caucasians.
•Asians and Caucasians find personal fit with boss a bigger factor in employment than Hispanics or African-Americans.
•Different search strategies are used by all job seekers without one strategy being utilized more than another.
Conclusion:
•Diverse groups of people find different things important when thinking about employment.
•Recruitment strategies can and should differ from one group to another.
•Consider the population you are interested in and target the strategy accordingly.
•Find out more information about:
– What is important to them.
– What they want out of an employer.

Download slides from presentation here:

About the Presenters:

Brian Di Bartolomeo, Director, Talent Intelligence and Consulting
As Director, Talent Intelligence and Consulting for Personified, a division of CareerBuilder – the global leader in human capital solutions, Brian Di Bartolomeo manages the talent intelligence projects related to human capital metrics for pre-employment studies. Using his skills as an industrial organizational psychologist, Di Bartolomeo has played a major role in the creation of talent intelligence reports for various Fortune 1000 organizations as well as designing and re-launching Personified’s top revenue producing product to 800 sales representatives nationwide.
Over the past 12 years, Di Bartolomeo has specialized in building strategic relationships in diverse settings and industries while using expertise in survey program design, team leadership, project management, contract negotiation and client retention. During his career, he has focused on collaborating with influential consulting firms, national associations and multi-national Fortune 500 organizations in the healthcare, financial, and manufacturing sectors.
Brian completed his Masters’ work in Industrial/Organizational Psychology at Elmhurst College and holds a B.S. in Industrial/Organizational Psychology from John Carroll University.

Andrea Briggs, Project Manager, Talent Intelligence and Consulting

As Project Manager, Talent Intelligence and Consulting for Personified, a division of CareerBuilder – the global leader in human capital solutions, Andrea Briggs works with numerous clients to improve the efficiency of their recruitment strategies. Prior to working at Personified, Briggs worked for International Survey Research (ISR), analyzing data for clients’ survey research engagements and for United Airlines, specializing in the areas of selection and talent management.
Briggs has both a professional and personal commitment to diversity. She has worked on many research projects throughout her career, including her Master’s thesis on racioethnic diversity and how it affects team interaction. Briggs also has an upcoming publication in the Journal of Management looking at team demographic diversity and its relationship to performance.
Briggs currently holds a Master’s degree in Industrial/Organizational Psychology from DePaul and is working on her dissertation to complete her Doctorate.

For more information about Personified, a division of CareerBuilder, please go to: http://www.personified.com

Can Traditional Firm Behavior Be Driving Customers to DIY Market Research?

What do YOU think?

If you’re reading this as the principal or the employee of a traditional market research firm – you might be offended or insulted.  If you’re a customer who has had a frustrating meeting with a research professional who you felt was driving you into additional research you didn’t think you needed – then you might agree.

What if technology and opportunity are what “drove” people to DIY market research methods?  As a research professional – I think that is a terrific thing!  Here’s why:

  • Users finally appreciate the joy of data.  What online survey and polling tools have done is put the power to collect feedback as soon as the feeling moves them.  And this makes them hungry for more.  This is where a space and opportunity open up for the research professionals – instead of rolling our eyes at their stupidity in asking a particular question or gathering garbage the first time around — let’s take them by the hand and reward them for the effort and then show them the power of a well constructed survey to make a decision.
  • Measuring and tracking.  Because survey applications are so robust and easy to use, it’s a breeze to do ongoing surveys and measure your progress.  But sometimes users aren’t sure exactly what to measure or how to track it.  This is another opportunity for the research professional to step in and save the day.
  • Listening to customers.  The focus group may still be the best way to pull in qualitative information, but it’s not the only way.  Now, social media chatter and data mining from text and social media can yield rather surprising results.  Users want to listen to customers and professional research firms have the ability to help them tune their listening.

Ultimately technology will march forward and tasks that require LESS brainpower will be automated.  The only thing left will not be DOING the work, but knowing what to do.  This is the most valuable asset any professional has to share with clients and customers.

Take the DIY tools and run with them.  Embrace their power and add your own expertise to enhance their value.  Remember — it’s not DOING the work that has value — it’s KNOWING what to do and how to get the most our of a budget and a tool.

For more discussion on DIY Market Research Trends and Opportunities,  register for our FREE Webinar on September 30, 2010

WEBINAR – Tues October 19th, 2010 at 9:00 AM PST: Why You Need to Use MaxDifference (MaxDiff) Scaling of Importance Over Rating Scales

WEBINAR – Tues October 19th, 2010 at 9:00 AM PST: Tuesday Oct 19th, 2010

9:00 AM PST

https://www2.gotomeeting.com/register/867252779

Ever thought about using Max Difference Scaling as part of your research strategy?

Maximum Difference Scaling is a very effective method of establishing the relative priority attached by an audience to a large set of items (up to 30). These items might be:

* Features or benefits of a service

* Areas for potential investment of resources

* Interests and activities

* Potential marketing messages for a new product

* Products or Services used

In our presentation we’ll answer:

1) What is MaxDiff Scaling and what are its benefits to using it in a research project?

2) How can you develop MaxDiff studies that provide unique data vs. using a standard rating scale, etc?

3) How MaxDiff studies differ from other trade-off analysis techniques.

This webinar will answer these questions and more as well as provide a forum to discuss specific challenges.

Sign Up Here: https://www2.gotomeeting.com/register/867252779

About the Presenters:

Nico Peruzzi, PhD is a partner with Outsource Research Consulting, a provider of quantitative research and high-end analytics.

Nico Peruzzi, PhD is a partner with Outsource Research Consulting (www.orconsulting.com), a provider of quantitative research and high-end analytics. He has provided consultation on all aspects of the research cycle to organizations of wide-ranging size and industry. Conjoint analysis, database analytics, data mining, segmentation analysis and predictive modeling are some of his areas of expertise. His clients include Herman Miller, Cisco WebEx, TiVo, Data Robotics, and various smaller businesses, research companies, and consultants small and large. Dr. Peruzzi has a BA in Biological Sciences from UC Santa Barbara, graduating Summa Cum Laude, Phi Beta Kappa, and Golden Key National Honor Society. He holds his MS and Ph.D. in Psychology from Pacific Graduate School (now Palo Alto University).

Esther LaVielle is a Senior Account Manager at QuestionPro and Survey Analytics, which was started in 2002 in Seattle and is now one of the fastest growing private companies in the US. Prior to her adventure at QuestionPro she spent 3 years as a Qualitative Project Manager at the Gilmore Research Group.

http://www.surveyanalytics.com

IdeaScale iPhone App Outperforms Alternatives

ideascale iphone app

There are several crowd sourcing tools out there.  But a recent case study shows that IdeaScale’s iPhone App has outperformed the others.

OpenMaps is a feature rich app that creates and edits open map data.  The folks at OpenMaps wanted to get feedback from their audience and decided that mobile apps would be a great way to do it.  They used several applications — of which IdeaScale was one.  And when the data came back — they learned that IdeaScale outperformed the others!

“We collected feedback via email, Twitter and GetSatisfaction too, and still do. The IdeaScale iPhone widget was simply supposed to be an experiment. It turned out to be a hit as we received much more user feedback than before. It seems peoplereally like giving feedback right from within the application.”

You can download the IdeaScale Mobile iPhone App case study report at the IdeaScale blog and get all the details!

September Free Webinar Schedule

Check out our upcoming free webinars in September from SurveyAnalytics. Learn best practices and discuss new trends that could revamp your current research strategies.

Wed Sept 22nd, 2010 at 9:00 AM PST

Sign Up Here

Introduction to Online Surveys will help familiarize you with the basic survey building, sending, and reporting sides of QuestionPro. We will highlight 13 simple steps for successful online research including:

•Survey Creation – from uploading images to setting up branching logic this section will provide you necessary steps for building a simple survey quickly.

•Survey Deployment –  this section will discuss the various options for sending your survey to your audience.

•Help Resources – from white papers, types of support, free survey templates, this section will help further educate you on your QuestionPro license.

•Reporting/Analytics – learn to generate reports and analyze your data.

Click Here To Sign Up Today!

Tues September 28th, 2010 at 9:00 AM PST

Free Webinar: How to Tailor Diversity Initiatives in Your Recruitment Strategy Using Online Surveys
Sign Up Here

Interested in learning how to use online survey tools to hire new employees?

Sign up for this joint presentation with the global leader in human capital solutions: Personified, a division of CareerBuilder.

Personified, a division of CareerBuilder will highlight the following topics:

-Demonstrate how the recruitment experience differs by demographics (i.e., gender, ethnicity, and generations).

– How your recruiting strategy must be tailored to these specific populations.
Sign Up Today!

Thursday September 30th, 2010 9:00 AM PST

Free Webinar: 6 DIY Marketing Research Trends You Can Use to Build Your Brand

Sign Up Here!

Interactivity, collaboration and open source concepts are changing how we collect feedback. Marketing research is evolving. It’s more than surveys and focus groups. It’s more than those thousand dollar reports produced by Freedonia or The Conference Board. Today, finding out what your customer is thinking is a hands-on process. Read More here & Register Today!

Use Video to Get Customer Feedback

I’m not sure how radical an idea this is, but I’m going to propose an interesting marketing and marketing research strategy that will generate testimonials, promote your product and it’s features and benefits AND give you some interesting feedback.

VIDEO IS HOT HOT HOT for 2011

  • According to a Nielsen report put out by Cisco, by 2013, 90% of allweb traffic will be video!
  • YouTube is the second largest search engine!
  • Nielsen says that 13 million people watch more than 3 hours of video on their mobile phone!
  • This data is NOT to be ignored as you budget your time and money for your marketing plan.

    If you’re NOT using video in the next year – your organization will not be found by it’s prospects, your customers will basically see you as behind the times and you will MISS OUT.

    Now that I have your attention – HOW TO USE VIDEO

    There are really 3 basic ways to use video:

    1. To demonstrate
    2. To Educate
    3. To entertain

    Now you can make this a one way message and do each of these things or a combination of these things and be successful.  But WHAT IF — you turned this puppy upside down and asked your customers to send you feedback via video.

    Organizations have been doing this for years now – but it’s never been so easy to do as it is today.

    Take another look at your survey or research objectives and see how you can turn those around and instead of asking customers to answer surveys – give them the opportunity to literally show you what you want to know.

    Domino’s pizza is doing exactly this.  They made a strategic decision to interact with their audience.  It started when they shared their dismal focus group results.  Then they took that a step further and tracked those participants down and gave them a new and improved product.  Finally, they ditched the professional photographers and got customers to send in their pictures.  The latest installment includes a not-so-good picture of a squished pizza. They took this feedback and did something about it.

    You don’t have to be Domino’s with a multi-million dollar budget for marketing and research – but you do have to take a few moments to stop and think about your objectives and how you will collect the information you’re looking for.

    Once you’ve done that – the last step is to integrate the research function with the feedback function.  Don’t do research and throw data over the wall.  Get the research folks to talk to the marketing folks.  Brainstorm ideas and interact and talk with your customers.

    This not only makes for visceral feedback experiences for everyone – but it can be a lot of fun.

    Feature Enhancements: MaxDiff Attribute Settings

    The MaxDiff tools on SurveyAnalytics have been enhanced to enable users to test large lists of attributes but only show a particular number at a time.


    Where are the different settings available?



    Settings options can be accessed by clicking on the Settings link for the Max Diff Question type.

    Screenshot
    Survey Software Help Image
    1. Validation

    Checks if the question is answered or not and forces a response. Respondents cannot move ahead in the survey without answering the question when validated.

    2. Randomization

    When enabled, attributes are displayed randomly offsetting order bias.

    3. Attribute Settings (Max Attributes)

    If you have numerous attributes then you can limit the attributes displayed on the screen. For example, if you have 15 attributes but only wish to display any 5 attributes, you can limit them and only the set number of attributes will be displayed randomly.

    Free Webinar: Concept Testing for 2011 and Beyond

    Tues 10/26/10

    11:00 AM PST /2:00 PM EST

    Sign Up Today!

    Quantifying the potential success of products, packages, and creative materials has always been challenging — particularly in the accelerated pace of today’s markets. Tried and true methods such as monadic concept test surveys produce valid results, but this approach can be cumbersome, costly and time consuming.

    Prediction markets have been hailed by leading academics like Wharton’s Justin Wolfers as well as popular best-selling commentators like Wisdom of the Crowds’ author James Surowiecki as the way to achieve accurate insights into the future of your concept — at a fraction of the time of other methods.

    Join this complimentary bonus Webinar hosted by Peanut Labs featuring John Barrett, VP of Sales at Infosurv, Inc.This session will:

    – reveal how prediction markets work;
    – reveal why prediction markets are more cost effective than traditional methods;
    – help you to determine when to utilize a prediction market for your research; and
    – demonstrate why prediction markets deliver accurate concept tests more quickly than traditional methods.


    Register today
    to discover how to harness the proven power of prediction markets for online concept testing!