Online Research Tool Key to Lobbying Firms Success Over PR FIRMS

Public Relations firms are still relying on older media analysis software which require more manpower to compile social media monitoring and analysis reports. With the introduction of software that goes beyond “word recognition” to new technology that is “data read program analysis called “Precision and recall theory”, reports should be cheaper and simpler to manage.

However, public relation firms are slow to upgrade their programs and streamline their staff to service their clients more efficiently. Which leaves opportunities for lobbying firms to step in and pick up the slack.

Lobbying firms have long been considered mere service agencies for political figures but as they expand their businesses to include product and service clients beyond government interest there is only one area where they can expand: Public Relations.

Recently, a materials firm was convinced to bring their account to a lobbying firm over a PR firm on the fact of expanded versatility. This is to say that the lobbying firm was able to show more “bang for the buck” with their newly expanded social media services that adopted better cutting edge technology like Online Brand Audit Reports. and Pulse48 Reports offered by Inception Market Intelligence (www.inceptionintel.com). These types of reports are fast and less expensive because they utilize very little data compilation.

Lobbying firms are following the advice that PR firms give to their clients: REBRAND. Lobbying firms are now becoming Full Service Communications and Consulting Firms with an emphasis on a more rounded brand image beyond government.

With both the rebranding tools and the new technology, traditional lobbying firms will pull ahead of PR firms. In the years to come,PR firms have always had lobbying divisions but Lobbying firms rarely had communication and PR divisions. So, this rapid change will truly play out in the competitive business area. Stay tuned.

About the Author: Robert Greene, from his 10 years sales and marketing experience, has authored many white papers and articles in the areas of green marketing, sales, customer service, and business development. After working in the green energy and not for profit sector, he is currently the Director of Sales and Marketing for Inception Market Intelligence.  You can reach him at robert@inceptionintel.com or follow him on Twitter, @Pulse48

Follow up on Webiner: Learn How To Do a Conjoint Analysis Project in 1 Hour

On Thursday October 28th, 2010 SurveyAnalytics teamed up with Andrew Jeavons to present ” Learn How To Do a Conjoint Analysis Project in 1 Hour.”

Over 47 people signed up to learn more on this topic indicating a great deal of interest in adding conjoint analysis to online surveys.

Questions that were answered in our presentation included:

1) What is Conjoint Analysis and how does it work to calculate your respondents’ trade-off decisions?

2) How can you develop Conjoint Studies that provide actionable data for new products/services?

3) How can Conjoint Studies help you predict potential market share for new product concepts? Can you simulate this?

Conjoint analysis is a method developed over the past 50 years by market researchers and statisticians to predict the kinds of decisions consumers will make about products by using questions in a survey.

The central idea is that for any purchase decision consumers evaluate or “trade off” the different characteristics of a product and decide what is more important to them. For instance , it may be that the container size is the most important factor, or it may be environmental friendliness of the product and the price. Obviously for different products there are a whole range of possible characteristics or “attributes” that consumers may take into account.

Conjoint analysis is a way of presenting a set of possible products to consumers via a survey and ask them to make a choice about which one they would pick. A set of attribute for a product (perhaps color, size, price) are chosen and then a set of “levels” of the attributes are selects. For instance we could have 3 colors of a product, red, green and blue, then maybe 3 sizes, 4, 8 and 12 oz, then 3 prices, $10, $20 and $30 . This would give 3 x 3 x 3 possible product combinations.

A set of alternative “products” based on the attributes you have defined are presented to respondents who make choices as to which product they would purchase in real life. It is important to note that there are a lot of variations of conjoint techniques. SA uses a conjoint technique which we feel best simulates the purchase process of consumers.

Why Use Conjoint Analysis?

1) Help evaluate new products, or variations of products, against an existing range of products or a marketplace.

2) It is very expensive to develop a new product and then put it out into the marketplace with no guarantee of success.

3) Allows market researchers to simulate the decisions consumers would make in the market place.

4) See what effect changes in price of existing products may have on the sales of the product.

5) Get feedback on new products or variations of an existing product very quickly and at a low cost.

Setting up a Conjoint Analysis project with SurveyAnalytics is easy. You will be able to combine this question type with other standard to advanced question types available as well as use robust analysis tools that provide greater insight to your conjoint analysis project.

After sending out your survey you can instantly review a relative importance chart, utility values, and best/worst profiles.

The next step is to use the market segmentation simulator. This tool will give you the ability to “predict” the market share of new products and concepts that may not exist today. Ability to measure the “Gain” or “Loss” in market share based on changes to existing products in the given market.

Important steps in Conjoint Simulation:

1- Identifying and describing the different products or concepts that you want to investigate. We call these “Profiles”.

Example one of the profiles could be: Tour Type: Weird, Hours: 1-2 , Time of Day: Evening

2- Find out all the existing products that are available in that market segment and simulate the market share of the products to establish a baseline.

3-Try out new services and ideas and see how the market share shifts based on new products and configurations.

Example Market Segmentation Simulator and Analysis:

What can we analyze from the Market simulator?

In our first example what happens if have a tour of 1-2 hours as opposed to 4-6 hours in the afternoon for “Weird Seattle” ?

Answer: We find that the 1-2 hour tour would attract about 75% of the market share.

What is a good sample size to work with for Conjoint Studies?

Sample size is a question that comes up very frequently. Richard Johnson , one of the inventors of conjoint analysis, has presented the following rule of thumb for sample size in choice based conjoint:

(nta/C) > 500

Where n = the number of respondents, t= the number of tasks, a=the number of alternatives per task , C= the largest number of level for any one attribute.

So if you have 50 respondents, 3 tasks per respondent, 2 alternatives per task and the maximum number of levels on an attribute is 3 you get:

(50 x 3 x 2 x 3) = 900

The general opinion now seems to be that 500 may be too small a number, 1000 is a better value.

Generally speaking sample sizes tend to be around 200 – 1200 respondents, admittedly a wide range. It does seem that the value of 300 comes up most often for a single group of subjects.

For additional information please review our slides below. You may also post questions and comments and we will be happy to follow up with you.

Click here to access recording of this presentation here: http://link.brightcove.com/services/player/bcpid86057647001?bctid=652286971001

About the Presenters:

With over 25 years in the market research industry, Andrew Jeavons is a frequent writer and speaker for various publications and events around the country. He has a back ground in psychology and statistics, and currently focuses on innovation within survey research.

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.surveyanalytic

Free Webinar: Thurs 10/28/10 – Learn How to Do a Conjoint Analysis Study in 1 Hour

Webinar Presentation

Thursday October 28th, 2010

9:00am PST

Sign up here


Ever thought about using Conjoint Analysis as part of your research strategy?

Conjoint analysis is a popular marketing research technique that marketers use to determine what features a new product should have and how it should be priced. Conjoint analysis became popular because it was a far less expensive and more flexible way to address these issues than concept testing.
Contrary to popular belief the basics of conjoint analysis are not hard to understand. Give us one hour of your time and we can show you how to conduct a conjoint analysis project.

Join Survey Analytics for this free one-hour webinar on how to effectively conduct a Conjoint Analysis project. You will learn to prioritize needs, explore pricing options, and validate your product and service concepts.

We’ll answer:

1) What is Conjoint Analysis and how does it work to calculate your respondents’ trade-off decisions?

2) How can you develop Conjoint Studies that provide actionable data for new products/services?

3) How can Conjoint Studies help you predict potential market share for new product concepts? Can you simulate this?

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

Click Here To Sign Up: https://www2.gotomeeting.com/register/928253563

About the Presenters:

With over 25 years in the market research industry, Andrew Jeavons is a frequent writer and speaker for various publications and events around the country. He has a back ground in psychology and statistics, and currently focuses on innovation within survey research.

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

Focus Groups Going Green Makes Good Business Sense

eco leaf touching waterThe Green agenda is on the forefront of everyone’s mind these days.  Not only for the obvious environmental reasons of reducing energy consumption and carbon emissions, but also to reduce costs and improve company reputation.  Many companies today are including a green strategy within their corporate culture and treating it as an investment into their future.

Vancouver-based Inception Market Intelligence (IMI Group) is focusing on making market research greener with their new PULSE48 reports, at a fraction of the cost of a traditional focus group.  IMI Group offers over 20 years in the field of market research for companies worldwide.  The purpose is to provide market research focus group type reports in an eco-friendly, cost-efficient manner.
PULSE48 software technology is identified as “precision and recall” theory which scans the internet on a prescribed topic and comes back with a collective public opinion on the topic. This is different from word recognition that most analytics utilize. Focus groups can cost over $10,000 per location where the same results can be completed for $2,000-4,000 per report.
Gathering opinions from a focus group requires time, energy, and resources.  A traditional one can take weeks even months to conduct, requires multiple participants, and add to this the significant cost to a business and it can be unreachable for many small businesses.   PULSE48 completes the work in a timely, energy efficient manner. The reduction in the paper trail alone will account for a greener environment within a company.
As companies implement green strategies, the focus is often to move towards online technology.  The natural progression would be to move focus groups online; a focus group that has inadvertently already happened.  “PULSE48 reports are more efficient than focus groups because our technology eavesdrops on public conversations on the internet “, says Robert Greene Director of Sales and Marketing for IMI Group (www.inceptionintel.com).
“The beauty is that you can track opinions and attitude and how they change over time without calling back participants, dealing with scheduling and additional costs.  For companies conducting market research who have green initiatives to fill, PULSE48 is the logical choice.”
Sustainability has become an integral part of many organizations and companies realize the concept of going green extends to every aspect of their business.  Sustainable and eco-friendly business practices can make a company more desirable than their competition.  A traditional focus group can yield hundreds of pages of research that need to be reviewed and analyzed where a PULSE48 report can provide that same information in less than 20 pages.  Just as focus groups can eliminate undesirable participants, PULSE48 can rule out internet chatter, paid bloggers, and non-users.  Meaning resources such as paper and energy consumption are reduced.

 

Finding success by implementing sustainable initiatives needs to extend to every aspect of a business. Organizations who have felt market research was beyond their reach can now have software that will scan social media sites and collect an opinion on what is said about them in a sustainable, eco-friendly manner.

 

About the Author: Robert Greene, from his 10 years sales and marketing experience, has authored many white papers and articles in the areas of green marketing, sales, customer service, and business development. After working in the green energy and not for profit sector, he is currently the Director of Sales and Marketing for Inception Market Intelligence.  You can reach him at robert@inceptionintel.com or follow him on Twitter, @Pulse48

How to Use Polls as Part of Your Market Research Plan

Polls are an outstanding way to collect feedback and engage with your audience.  Polls have become more popular for two specific attributes: first — they don’t take much time.  You can read a poll and answer a poll in less than 10 seconds and that increases response rates.  The second reason is that polls often have the feature of providing immediate feedback about how other people answered the same question.

How to take advantage of Polls for more traditional research

If polls are so wonderful, why don’t we see more of them — other than the political kinds?

The answer lies in the fact that a really good poll should provide valuable, actionable answers that you can do something with.  And that is easier said than done.

Polls are one reason for having a research plan

Because the premise of a poll is to ask one question at a time, it becomes critical to have a research plan in place — otherwise, you’ll find yourself asking all kinds of ridiculous questions that have no purpose.

But that doesn’t mean that you can’t have fun with polls.  Polls are meant to be more general in nature and even go viral, so it’s worth taking the time to brainstorm around potential questions that you can ask that are both fun and informative.

HINT: If you’ve been following the series and have used our recommendation to use crowd sourcing tools like IdeaScale, then running a few polls is the obvious next step to get some quantitative clarity around a specific topic.

Here are some ideas, samples and types of questions you can ask with polls

  • Which (product, site, service) is your favorite?
  • Which (product, site, service) do you use most often?
  • Why don’t you use ____________
  • Where do you go for information on____________
  • Ask psychographic questions.  Draw up a series of statements and run them as a series. For example: In general I am willing to take risks (strongly agree, strongly disagree)

Polls DON’T replace good statistics

Polls are a great source of general information – but not all polls are statistically valid.  If you’re simply posting a poll on your web site or letting it run viral – that sample is not truly random.  It’s generally self selected and that means that you have to read that data with care.

MicroPoll is Free and Easy to Integrate

MicroPoll is a terrific tool to use because it’s easy to integrate into the rest of your research plan.  Not only that, but it also has some fantastic advanced features that expand its functionality beyond simple polling.

Two of my favorite features are the viral feature that allows respondents to pass the poll on to THEIR friends or network and the feature that allows for open ended responses.  This allows respondents to round out their answers.

How have YOU used polls as part of your market research plan?

Webinar Follow up: Why You Need to Use MaxDifference (MaxDiff) Scaling of Importance Over Rating Scales

On Tues October 19th, 2010 at 9:00 AM PST SurveyAnalytics joined Nico Peruzzi, PhD of Outsource Research Consulting to present:

“Why You need to Why You Need to Use MaxDifference (MaxDiff) Scaling of Importance Over Rating Scales.”

Over 57 people joined us as we answered the following:

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.

MaxDiff (Maximum Difference Scaling) is an approach for obtaining preference/importance scores for multiple items:
-Brand preferences
-Brand images
-Product/service features
-Messages
-Advertising claims
-Benefits
*MaxDiff is also known as “best-worst scaling”

Rating scales make it very difficult to analyze nominal differences between different attributes. We cannot say that feature “A” with a rating number of 2.5 is 50% less preferred than feature “B” rated at 5. This is where the use of MaxDiff can make a big difference.

1) Determine the number of attributes you want to use (up to 30)

2) Add question text and features

3) Review and Change Settings: Set Max Attributes if you only want a certain number of attributes to show at one time.

4) Preview and send survey

5) Analyze data. MaxDiff scores are easy to interpret.  They are commonly placed on a 0 to 100 common scale and sum to 100. Thus, when you see a “10” it has twice as much value as a “5.” Another way to analyze data is to use logit regression analysis to generate share of preference percentages.

Example of Feature Rating:

Example of Logit Regression Analysis Percentages:

Regardless of which one you choose to use, you can’t do this with rating scale results.
6) Follow up all MaxDiff questions by:
-Taking the top finishers and use for analysis
-Run Another MaxDiff question
-Add A Single select/ final choice question to determine which one attribute        respondents prefer the most.
– Add A Ranking question in your survey
Question & Answers from Presentation:

Q: Which analysis or command do you use to run MaxDiff in SPSS or PASW?
A: MaxDiff can be designed using SPSS Orthoplan or Sawtooth Software’s MaxDiff Designer.  Analysis commonly occurs via Logit or Hierarchical Bayes, which can be found in most robust stats packages such as SurveyAnalytics.

MaxDiff Slides from Outsource Research Consulting

MaxDiff Slides from SurveyAnalyticsMaxdiff webinar_10_19_10http://static.slidesharecdn.com/swf/ssplayer2.swf?doc=maxdiffwebinar101910-101020174344-phpapp01&stripped_title=maxdiff-webinar101910&userName=surveyanalytics

Audio/video of presentation will be posted within 2 business days.

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.

How to Use Crowd Sourcing Tools to Enhance or Replace Focus Groups

Focus groups are probably the most important, yet most overlooked component of a market research plan.  Having a group of people in a room where you can watch their body language and watch their subtle reaction to questions, topics and situations is priceless when it comes to deciding which directions you will take with your market research.

There is one major downside to all of this: time, money — and lots of both.  While social media and other technical tools and resources provide SOME of this information, they don’t provide all of it.  And this is why I will NOT remove focus groups as a valuable element in the survey process.

But for those of us who don’t have tens of thousands of dollars to invest in the process.  There are some interesting alternatives: social media and crowd sourcing tools like IdeaScale.

Neither of these tools can give you the visual body language component that focus groups provide.  And if that is important to you — then you will have to invest in the focus group process.  But take heart.  Crowd sourcing tools can really help you focus your work so that when you DO get that focus group together – it will be targeted and meaningful.  Maybe you can do one focus group instead of two or three.

What Qualitative Data do Crowd Sourcing Tools Provide

Crowd sourcing tools work give you the opportunity to do virtual brainstorming with an audience.  You can either recruit the audience by sending them an email with a link to your space or you can simply put a link to your space on your web site and send visitors to the site that way.

If you are running a project and have a targeted audience that you can reach, I’d recommend sending invitations to specific people and encouraging them to participate in the space.

If you’re running more of an ongoing listening project — much like QuestionPro and Survey Analytics do — then simply placing a “feedback” tab on your site is sufficient.

Another option is to place a bright orange tab on the side of your web page where people can click to provide feedback-

What’s Possible With Crowd Sourcing

Listening is perhaps the biggest benefit that you can get with crowd sourcing.  One of the benefits of NOT having people congregated in a room with a professional facilitator is that they are more relaxed and tend to feel more inclined to make more unfiltered comments.  The same principle that makes it possible to make bullying comments and rude rants on web sites takes over and people simply tell you what they think.

Using a crowd sourcing tools requires facilitation as well.  People will make comments and contribute ideas and you need to be available to read them. comment on them and filter out the spam that will inevitably show up.

Challengepost.com is Crowd Sourcing in Action

Take a look at the Challengepost.com project.  This web site is literally a marketplace for challenges.  If you’d like to solve a challenge – browse the available challenges and get involved and if you’d like to post a challenge — get it up there.  And if you’re just looking — you can log on and vote challenges up and down.

 

ChallengePost works on the principles of reward for the best solutions.  Netflix is using it as a clearinghouse for their contests.  Netflix had gotten into a bit of trouble with their contests when people accused them of being unfair.  Their solution was ChallengePost.  Netflix puts up a prize amount.  People contribute solutions to their challenge and the crowd votes the solutions up or down.  The solution with  the most votes wins.

Crowd sourcing is a wonderful new way to enhance and jump start more traditional forms of market research.

have YOU used crowd sourcing tools like IdeaScale?  What’s been your experience?

How to Lay Out Feedback Collection Channels for Your Market Research Plan

creating a flow chartLast week I started a series focused on Market Research Planning.  Most small businesses had never really HAD to do a market research plan.  After all, what was there – a customer satisfaction survey and then all the rest were more demand driven based on what new products or services you might be launching in the next year.  Each survey sort of stood on its own — like a silo.

But a couple of trends have changed the landscape of data collection – the most powerful one has to do with how much time people have to complete (or not to complete) your survey.   In addition to this, the proliferation of social media channels, polling and crowd sourcing have made data collection a little more complicated than it used to be.

The last article talked about setting research goals and objectives .  The next step in the process is called “Lay out collection channels.”  I’m not sure if that’s w formal word or phrase – but it is now.

What’s a Collection Channel?

In the simplest terms a survey instrument is a collection channel.  Other collection channels might include phone, online, poll, social media, facebook, LinkedIn, IdeaScale and so on.  Wherever there is the possibility of gathering feedback from your audience about what your survey objectives are — is a collection channel.

How to Strategically Lay Out Your Collection Channel

  1. Focus on your decision first. It’s critical to focus on what decision you’re trying to make.  For example – “Should I invest in an iPhone app and if so what should it do?”
  2. List your criteria. Now that you’re clear on the question and decision, start listing the criteria for that decision.  Such as “I’ll do an iPhone app if I can charge $1.00 for it”  or “If more than 10,000 people will download it” or “If it drives more than 10,000 visitors to our site.
  3. What other questions do I have? The great thing about this new trend of breaking up where your data comes from is that it allows you to brainstorm on all the other questions or things you’d like to know from your audience — let yourself go and list as many as you like.  You’re no longer limited by number of questions or survey length or size or cost – so let it fly.
  4. List ALL the different ways that you can collect information. Yes this is as simple as it sounds — make a list: Facebook fan page, email, online survey, poll, crowd sourcing, etc.  Don’t forget to include traditional channels such as focus group or customer satisfaction index cards, etc.
  5. Exploratory and Qualitative Channels first. Just like in traditional research processes – you’ll want to focus on collecting qualitative information first.  Social media channels such as Facebook, Twitter, LinkedIn, Ning groups or forums, etc.  Are ideal precursors to more expensive and formal focus groups.  In fact – if you do a good enough design – AND depending on what your objectives are, you may now be able to skip focus groups all together.  But don’t just skip it because of the cost — skip it only if these social media channels provide good enough data to give you the information you need.
  6. Match questions with channels. Pull all your vague, general exploratory conversational questions together and match them with what you think is the appropriate social media channel or traditional channel.   Then pull all your quantitative questions and match them with quantitative channels.
  7. Keep it short. Your goal is to keep each collection method easy enough to complete in 1 to 3 minutes.   I’m recommending this time frame based on the fact that the best length for YouTube videos is anywhere between 1 and 3 minutes.  That’s how long you can expect to keep any average respondent’s attention.  (Of course there are exceptions – but we’re not talking about those).
  8. Post your channel layout in a visible place. While your decision and criteria will not change as quickly – what you ask and which channel you choose to ask it through might change as you learn more.  It really helps to keep this plan big and visible.  You might choose a white board in an office or a giant piece of paper.  But make this a working – living document.
  9. Engage your audience and report often. Because these new channels will naturally engage your audience – you’ll have the opportunity to report on what you’re learning through all these channels.  Don’t miss this valuable opportunity to engage and involve your respondents in what you’re doing.  It’s free marketing.

Ways to Involve Your Audience

  • Report Results. Instead of writing some HUGE report no one will read.  Report on your results monthly or quarterly.  Analyze the data as it’s coming in and tell your audience what you’re learning.  This will give them the opportunity to close the feedback loop and confirm or tweak what you’re reporting.
  • Create a download to share. You can re-purpose what you’ve learned.  Look at the data differently – what other, more general and interesting insights did you get from the data? Now write a little mini report that you can share with your audience!
  • Write a post or three. Of course the easiest thing to do is to start a conversation on your blog about what you’re learning – this is a data collection method of its own.  Be sure to tell your network that you’ve got a conversation going on and ask them to contribute and pass the links on.

Hey, I’ve just started thinking about this in this way – it’s new to me.  How about you?  How are you structuring or re-structuring how you collect feedback?

How to Set Marketing Research Goals and Objectives

In a previous post, I laid out a marketing research plan.  The first steps of the marketing research plan was setting goals and objectives.  You might think that this is a same-old, same-old process.  But it isn’t.  I’m going to approach this in a different way that will get you better results.

Begin with the END

Instead of setting your goals and objectives from where you are NOW, imagine yourself ALREADY having achieved your goal – then work backwards and document HOW YOU GOT THERE.

success

The reason for this is very simple.  If you set your goal based on where you are now – there is a good chance that you will get caught up in fixing a problem that is actually irrelevant in getting your business to where you want it to be.

Set your goals and objectives based on your vision for where you want your company to BE and not where it is NOW.

An Example:

If the vision and mission of your business is to help your customers be successful in their business — then imagine your customers being successful and then imagine in what ways you are helping them do that.  This may include things you are currently doing — or NOT.  And this is the key to creating market research goals and objectives that will help you measure the potential market opportunity, the target audience for your products and how they buy.

(I know that this sounds a little way out.  But if you’re wondering how some of the successful businesses you see out there got that way — this is IT)

Take Clate Mask and Scott Martineau from InfusionSoft as an example.  InfusionSoft is an email marketing software that automates your sales and marketing process.  It’s a high-end software and it isn’t cheap.  Clate and Scott found out that their customers really didn’t know how to put marketing messages together — and hence the software didn’t appear to be “working.”

They quickly realized that if their customers knew what to put INTO the software – the customers would make more than enough money to pay the fee for the software and also refer the software to their friends and colleagues.

As a result, they set a goal to have their entire client base double their sales within a 12 month period.

Having set this goal and objective — they were not only fired up and inspired about what was possible for their business.  But their customers bought into the very same goal.

Suddenly finding out what their customers needed or wanted that would help them grow and prosper was easy.

And what do you think happened to their response rates?  Of course, every time they asked their customers what they wanted — these customers were eager to tell them.

So How is this Relevant to YOU?

If you’ve not been successful collecting feedback from your community or if the research you’ve done hasn’t delivered on results — you might want to look to the goals and objectives that you’ve set.

Are these goals and objectives more focused on solving a problem you have today?  If so, that problem might be relevant to YOU but not your customer.

Use Social Media Chatter to Help You Find a Meaningful Goal

Enough of the heady stuff.  Let’s get to the meat of how you can set these kinds of goals and objectives.

If you don’t already, set up several social media communication channels that include the following:

  • Facebook Fan Page
  • LinkedIn Company Profile
  • LinkedIn Industry Group
  • Twitter Account
  • Blog

The next thing you want to do is  start posting articles on your blog that focus on your vision and how you are helping you customers be successful.  Get active on industry community sites and spaces, ask questions, answer questions and participate.  Then, TELL your customers, suppliers, industry experts to participate as well.

If you keep participating and reminding your audience to visit these sites – you will see conversations, get data and start forming relevant, success based goals and objectives.

Trying this backwards strategy of setting goals and objectives might identify new and exciting opportunities for your business.

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