Who Wants to Complete Surveys on their Mobiles?

This is a follow-up to the recent blog post Mobile Market Research: Getting Started On Your Mobile Market Research Journey, focusing on the first cornerstone of the framework for a mobile market research plan.

mobile research survey sample If you’re thinking about conducting market research via mobile, one of the topics you may have plenty of questions about is survey sample. Admittedly, having questions on most topics is somewhat of an occupational hazard of the market researcher. Nevertheless, when thinking about a new platform for engaging respondents, sample is one of the core considerations. 

Key questions for researchers considering a mobile research strategy include:

6 Signs You Need to Rethink Your Approach to Online Market Research

So, you’re proactively using online surveys to get quick answers to questions about what your customers are interested in, or what they think about a product or service. Brilliant! Online survey tools like Zoomerang and online panels such as ZoomPanel sample are used by some of the world’s most respected brands and market researchers to conduct fast and easy online research.

But before you field your next survey, here are six signs your survey results may not be all that useful.

crockpot.jpg1.    Your mom is the only person that completed your survey
Um.  Yeah. At least she loves you, right? The truth is that relying on friends and family to help make product, marketing, or business decisions is probably not the best way to roll.  An online sample provider can provide survey respondents who are truly representative of the audience you want to reach. 

You also want to ensure that you’ve calculated the correct size for your sample population, which has a major impact on the statistical validity of your results.  Zoomerang offers Sample Size Calculators to make it easy to understand how many survey respondents you need to get more accurate survey results.

Getting Started On Your Mobile Market Research Journey

This is a follow up to the recent blog post Mobile Market Research: Methodology or Technology?

Mobile Market Research - iPhone Survey You have convinced yourself (or you’ve been convinced by colleagues) that you should be looking at mobile market research for your organization, but don’t know how to get started.  Well, let’s get going and take the big bang approach: creating a broad-based mobile strategy for your organization.  One that has been properly constructed with an appropriate level of research on research, one that is fully supported by all key decision-makers, and one that is financially viable.  

Sounds daunting doesn’t it?  How about creating a smaller scale mobile research learning and experimentation plan instead?  You know that old saying – the best way to eat an elephant is one bite at a time.  But rather than waiting for the “right” time to initiate your plan (I’m not convinced there will be a “right” time), I’d recommend that you dive in and let your mobile research strategy take shape as you go.   

Mobile Market Research: Methodology or Technology?

Smart phone / mobile market research It seems that the area of mobile market research is continuing to heat up as more progressive, forward-looking clients are showing greater levels of interest, and an ever-expanding array of vendors are now offering mobile research solutions.  Many in the research industry are focused on “figuring out” mobile.  There is also a lot of buzz in the industry – ranging from formal presentations at conferences to informal chat taking place in social media. 

It’s hard to ignore the potential of mobile as a new research platform in both the US and abroad although many questions continue to exist.  The biggest question in my mind is whether mobile is a viable research platform with staying power or if it is just a new toy for researchers.  Mobile might be bright, shiny and fun to play with for awhile, but it may eventually get discarded as the next “big thing” comes along.  Time will tell if this will be the case, but it’s hard to ignore the mobile opportunity and one thing is for sure – this is a very dynamic space that is rapidly changing and evolving.

Quality Online Survey Design Yields Quality Research Results

Experienced researchers have long assumed that online survey design, respondent engagement, and online research data quality are interrelated.  For example, it seems obvious that long, complex questionnaires will likely be viewed unfavorably by respondents, and will increase the likelihood of “bad” respondent behaviors such as speeding and partial completes.  Along the same lines, it is reasonable to suppose that sub-optimal respondent behavior and experience may expose potential issues with the quality of data in these surveys.  For these reasons, it is commonly accepted that the primary objective of a well-designed survey is to elicit the most accurate and representative possible responses from the respondents.

Recent studies conducted by MarketTools clearly show that survey design influences the respondents’ experience in a survey, which manifests itself in how they behave while answering survey questions – and that the level of respondent engagement directly impacts the quality of respondent data.  If respondent engagement is low, data quality is also more likely to be low.  Additionally, complex survey design can cause respondents to become unengaged and increase the odds of unreliable data. 

What Do Online Sample Clients Really Want?

Greenbook Research Industry Trends Report The latest GreenBook Research Industry Trends (GRIT) Report got me thinking about the differences in the way market research clients and research suppliers think about online sample.

If you ask clients, data quality is high on their list of concerns: in the GRIT Report, 90% of research clients rated “provides highest data quality” as an important or very important quality in a research provider.  They ranked data quality 5th out of the 25 qualities tested in the survey, and only qualities related to customer service rank higher.

But suppliers placed much less importance on data quality.  Only 69% of the suppliers who provide clients with online survey sample ranked data quality as important or very important, placing it 18th on their list of priorities. Suppliers are also more likely to see market research as a commodity while clients are more likely to see distinctions amongst suppliers in the market.

The Decline of Email and the Impact on Online Survey Respondent Availability

ZoomPanel Facebook application There are two groups we always consider when evaluating decisions related to the management of our online panel – our customers and our survey respondents.  Keeping both of these groups engaged and happy with the quality of their experience is essential to the success of our business.  
One of the most important ways to keep survey respondents engaged is to make survey invitations available on the channels where they are already most active online.  And since the only constant variable online is change, it’s vital to keep pace with the new ways consumers prefer being communicated to online.

Twitter and the Identity Validation Problem

Verified Account Graphic for Twitter As Twitter continues to gain popularity as means for self-promotion, the need for "account verification" becomes stronger and stronger. For any one legitimate account, particularly those of celebrities or other famous people, there may be tens of copy cats. It's difficult, if not impossible for Twitter users to discern which account belongs to the real person they are trying to follow.

How to Hold Vendors Accountable for Online Market Research Quality

I'm always surprised when I hear a research buyer say that they believe their research vendors are meeting data quality standards on their research even though the vendor has provided no evidence to support this claim.  I've even heard buyers say that their vendors are charging for and implementing TrueSample on every research project, but the end client has no evidence of this implementation. In fact, we've confirmed that, despite their claims, some of these vendors were not using TrueSample.

Buyers do not have to fall prey to these false claims. Buyers must hold vendors accountable for quality, and demand proof that online data quality standards and techniques are being implemented on every research project. If your vendors tell you that they are using TrueSample, then you should request that they share the TrueSample.net reports with you for all projects.

Do-It-Yourself (DIY) Concept Testing – Q&A, Part 3 of 3

Concept tests This is the final of three blog posts following up on a recent webcast on Do-It-Yourself (DIY) Concept Testing, presented with my colleague Michael Conklin, covering:

  • Trends in product innovation
  • Why conduct concept tests
  • Writing effective concepts
  • Testing concepts in the real world
  • Data quality and concept testing

In the Q&A following the webcast, many members of our audience shared some common questions like the one below.  (To read more of the top questions we received, read Part 1 and Part 2 in this blog series).

Q:  What should be the role of engineering and research and development in concept testing?

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MarketTools Blog Team

Alan Cutler
VP, Client Development, Market Research

Mark Glassberg
Regional Vice President, Market Research

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Senior Research Manager, Market Research

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Senior Manager, Marketing Communications / Blog Editor

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Vice President, Strategic Accounts, Market Research

Larry Praml
Director, All Channel Tracker, Market Research

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VP, Client Development, Market Research

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April Turner
Senior Product Marketing Manager, Market Research