ama - diy research
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Has Self-Service Research Killed Traditional Market Research?
Vivek Bhaskaran, CEO, Survey AnalyticsDr. Sanja Licina, Senior Director of Talent
Intelligence and Consulting, CareerBuilder.com
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Not Yet – But it has taken a massive bite!
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Housekeeping Items
http://facebook.com/researchaccess
(Discussions -> AMA – Future of MR)
• #ama-diymr
• Vivek : @vivek1105
• Sanja : @SanjaLicina
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Who are we?
Vivek Bhaskaran
Pretty Logos eh?
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There is a Time and a Place (and a Purpose) for Everything
Can it walk my dog?
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Times have changed
“Web Survey Project”
• 1998 – 40K
• 2005 – 5K
• Today - $19.95
Too bad everyone knows about SurveyMonkey, Zoomerang,
Questionpro
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The average client today
More with less
• Media and technology awareness
• Strategy + MR + Creative
Lets get used to the new client “head of digital marketing”
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The average MR agency today
• Research = Focus Group or Online Surveys
• Is being a “quant/qual” good enough?
Show me the money….
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Self-Service Assessment
Benefits
• Quick
• Cost effective (if done correctly)
• Flexibility in execution
• Timeline
• Audience
• Methodology
• Question content
Drawbacks
• Subject to more biased responding
• Credibility of findings can be questioned
• Need qualified staff to execute
• Could cost more than outsourcing if not prepared or staffed
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Must-Haves to Be Successful at Self-Service
• Access to the target population to study
• Skills
• Ability to execute the study
• Time
• Knowledge how to interpret and implement the findings
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Traditional Market-Research Assessment
Benefits
• Access to the target population
• Can meet your timeline• Expert knowledge in the
area of study• Allows you more time to
focus on action planning than "doing" the research - more strategic with less resources
Drawbacks
• Cost
• Share control
• Less process flexibility
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Customer Sat – Case Study
Overnight – the Customer Sat business went from full-service to
DIY
• Net-Promoter Score
• CEO’s love simplicity
• One question – simple and easy to use model
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Choosing a Strategy
Self-Service
• Quick pulse check
• Test exploratory ideas
• Budget constraints
Outsource
• When confidentiality/anonymity is an issue
• When it is good to have a third party represent your brand
• When you do not have access to the population you want to study
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Main Reasons Why Clients Chose CareerBuilder
• Did not have access to the population of interest to survey
• Wanted to leverage findings in press
• Did not have the right qualifications on staff to build out the study and analyze the findings
• Needed expert advise for how to implement the findings
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Why clients use QuestionPro?
Ok – we have stuff too…
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One Size May Not Fit All
• Companies do not have to, and really should not, always choose one strategy over another
• Almost every organization will have a need for both for self-serve and traditional market research
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Where is MR headed?
More online surveys? (just kidding)
• Non-Traditional Listening Systems
• Social Media Research
• Combining attitudinal and behavioral data
• Micro-Communities
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Social Media Research
Facebook and Twitter – OK no one really knows WTF Social Media Research is…
but…
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Facebook – Self-Service Ad’s
Can we get access to respondents – DIY? (Hint : yes)
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Panel Companies – Check this out
Facebook allows you to target URL’s to its members - is facebook one
giant panel?
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How can MR reinvent?
• It is about intelligence, not data
• Market differentiation
• Innovation
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Insight Vs. Data
Where is “ctrl-alt-del”
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Generalization vs. Specialization
SWAT or Traffic Cop?
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Innovation
Foursquare mayors get discounts on local bewery – Imagine the MR
potential?
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Finally – Not Another Survey!
• What did you think about this presentation?
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• Go on twitter and tweet your thoughts
•Use hashtag : #ama-diymr
•Use second hashtag:
#like, #ok or #failview results real time – twpulse.com/ama-diymr