vue
the magazine of the Marketing Research and Intelligence Association MARCH 2013
MOBILE RESEARCH
IN EMERGING
MARKETS
Canadian Publications Mail Agreement #40033932
MOBILE SURVEYS: DEBATING FORWARD-LOOKING SOLUTIONS LES ENQUÊTES MOBILES : DES SOLUTIONS D’AVENIR EN QUESTION? MOBILE RESEARCH MYTH-BUSTING: CONFIRMED, BUSTED OR PLAUSIBLE? THE POWER OF BEHAVIOURAL ECONOMICS AND HOW TO USE IT THE RISE AND RISE OF THE SMARTPHONES…
vue MARCH 2013
VUE MAGAZINE IS PUBLISHED BY THE MARKETING RESEARCH AND INTELLIGENCE ASSOCIATION TEN TIMES A YEAR
Cover: Shirley Wakefield In this month’s features: (L to R) Shirley Wakefield, Marie-Eve St-Arnaud, Vinu George
SPECIAL FEATURE 12
MOBILE RESEARCH IN EMERGING MARKETS Shirley Wakefield
FEATURES 14 MOBILE SURVEYS: DEBATING FORWARD-LOOKING SOLUTIONS Marie-Eve St-Arnaud 17 LES ENQUÊTES MOBILES : DES SOLUTIONS D’AVENIR EN QUESTION? Marie-Eve St-Arnaud 20 MOBILE RESEARCH MYTH-BUSTING: CONFIRMED, BUSTED OR PLAUSIBLE? Melanie Courtright 24 THE POWER OF BEHAVIOURAL ECONOMICS AND HOW TO USE IT Elina Halonen and Leigh Caldwell 26 THE RISE AND RISE OF THE SMARTPHONES… Vinu George
COMMENTARY 4 Editor’s Vue 5 Letter to the Editor 8 Letter from the Interim Executive Director
INDUSTRY NEWS 29 Research Registration System (RRS) 30 Qualitative Research Registry (QRR) 32 People and Companies in the News
PROFESSIONAL DEVELOPMENT 34 The Future of Professional Development
COLUMNISTS 37 CONTEXT IS EVERYTHING! 38 BRAVE NEW WORLD 38 THE COURT OF PUBLIC OPINION
ADDRESS The Marketing Research and Intelligence Association L’association de la recherche et de l’intelligence marketing
2600 Skymark Avenue, Bldg. 4, Unit 104 Mississauga, Ontario L4W 5B2 Tel: (905) 602-6854 Toll Free: 1-888-602-MRIA (6742) Fax: (905) 602-6855 Email: vue@mria-arim.ca Website: www.mria-arim.ca PRODUCTION: LAYOUT/DESIGN LS Graphics Tel: (905) 743-0402, Toll Free: 1-800-400-8253 Fax: (905) 728-3931 Email: info@lsgraphics.com CONTACTS CHAIR, PUBLICATIONS Stephen Popiel, PhD, CMRP, Vice President, GfK Custom Research NA Tel: (905) 277-2669 x 242 Mobile: (416) 358-5062 Stephen.Popiel@gfk.com EDITOR-IN-CHIEF Annie Pettit PhD, Chief Research Officer, Conversition (416) 273-9395 apettit@conversition.com MANAGING EDITOR Anne Marie Gabriel, MRIA amgabriel@mria-arim.ca ASSOCIATE EDITOR Christian Mueller, PhD, CMRP (647) 855-5088 christianmuellerphd@gmail.com COPY EDITOR Siegfried Betterman Interested in joining the Vue editorial team? Contact us at vue@mria-arim.ca 2013 ADVERTISING RATES Frequent advertisers receive discounts. Details can be found by going to: www.mria-arim.ca/advertising/vue.asp Please email vue@mria-arim.ca to book your ad. The deadline for notice of advertising is the first of the previous month. All advertising material must be at the MRIA office on the 5th of the month. Original articles and Letters to the Editor are welcome. Materials will be reviewed by the Vue Editorial Team. If accepted for publication, they may be edited for length or clarity and placed in the electronic archives on the MRIA website. The opinions and conclusions expressed in Vue are those of the authors and are not necessarily endorsed by the Marketing Research and Intelligence Association. Publishing Date: March © 2013. All rights reserved. Copyright rests with the Marketing Research and Intelligence Association or the author. All rights reserved. No part of this publication may be reproduced, stored in a retrieval system or transmitted in any form or by any means, electronic, mechanical, photocopying, recording or otherwise without the prior written permission of the Marketing Research and Intelligence Association or the author. All requests for permission for reproduction must be submitted to MRIA at publications@mria-arim.ca. RETURN UNDELIVERABLE CANADIAN ADDRESSES TO The Marketing Research and Intelligence Association L’Association de la recherche et de l’intelligence marketing 2600 Skymark Avenue, Bldg 4, Unit 104, Mississauga, Ontario L4W 5B2 Canadian Publications Mail Agreement #40033932 ISSN 1488-7320
COMMEN TARY / CO MME NTAI R E
Editor’s Vue Annie Pettit
I checked a few things off my to-do list today. I replied to a bunch of emails, liked a regression cartoon on Facebook, replied to some #MRX tweets, approved a new LinkedIn connection, replied to a controversial comment on my blog, took a photo of a receipt for my expense form, backed it up to the cloud, and checked the amenities of the hotel where I’ll be presenting a workshop next week. When I checked the clock, it was 7:00 a.m., so I put down my phone and headed off to work. I made no phone calls. For the last ten years, mobile research has been the next big thing. We knew its great potential even before phones were smart and could actually do what researchers naturally assume they do now. In developed countries, where the majority of phones are Internetconnected, people who can no longer tolerate one “unproductive” minute can now keep busy while they wait for the bus or their coffee at Timmy’s. The research that gets done with these phones – whether through online surveys, communities, or point-of-sale photo collages – results in new and better products. But mobile research isn’t just the domain of smartphones. In countries where smartphones are not even an option, “old-fashioned” text-capable phones are indeed the next big thing. People with no access to tablets, laptops, or even desktop computers, and people with barely passable housing and with jobs that barely pay the bills rely heavily on text-capable phones. The research that gets done with these phones results in large corporations’ increasing their funding for housing and food programs in poverty-stricken areas. Phones are no longer phones. Long live our 24-hour personal data collection machines.
J’ai pu cocher quelques articles de la liste de choses à faire aujourd’hui. J’ai répondu à une pile de courriels, aimé la caricature sur la régression dans Facebook, répondu à quelques microtextes #MRX, approuvé une nouvelle connexion LinkedIn, répondu à une controverse dans mon blogue, pris une photo d’un reçu pour mon formulaire de dépenses que j’ai sauvegardée dans le nuage informatique, et vérifié les commodités de l’hôtel où je présenterai un atelier la semaine prochaine. Quand j’ai vérifié l’heure, il était 7 heures; j’ai donc déposé mon téléphone et je me suis rendue au travail. Je n’ai pas fait d’appel. Au cours des dix dernières années, la recherche par appareils mobiles est devenue la chose de l’avenir. Nous connaissions son immense potentiel avant même que les téléphones deviennent intelligents et puissent vraiment faire ce que les praticiens de la recherche présumaient ce qu’ils font maintenant. Dans les pays développés, où la majorité des téléphones sont branchés à Internet, les gens qui ne peuvent plus tolérer une minute « non productive » peuvent maintenant continuer de s’occuper en attendant l’autobus ou leur café chez Timmy’s. La recherche qu’on effectue avec ces téléphones – que ce soit les sondages en ligne, les collectivités ou les collages de photos à des points de vente – mène à de nouveaux produits supérieurs. Mais la recherche par appareils mobiles ne se limite pas au domaine des téléphones intelligents. Dans les pays où on n’a pas accès à ces téléphones, les « bons vieux » téléphones capables de recevoir des messages texte sont en fait le prochain grand exploit. Les gens qui n’ont pas accès à des tablettes, à des ordinateurs portatifs ou même à des ordinateurs de bureau, et le gens qui ont un logement à peine acceptable et occupent un emploi qui leur permet à peine de payer leurs dettes se fient beaucoup aux téléphones à messages texte. La recherche effectuée avec ces téléphones encourage les grandes sociétés à augmenter leur financement de programmes de logement et d’alimentation dans les secteurs affligés par la pauvreté. Les téléphones ne sont plus des téléphones. Longue vie à nos appareils qui collectent des données personnelles 24 heures sur 24.
Annie Pettit PhD, Chief Research Officer / Directrice de la Recherche, Conversition Editor-in-Chief, Vue / Rédactrice en chef, Vue • Email: apettit@conversition.com • (416) 273-9395 • t @LoveStats 4
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COM M E N TARY / COMMEN TAI R E
Letter to the Editor
Designation Evolution or Devaluation? In the recent issue of Vue magazine (December 2012), Fergus W. Gamble, CMRP, Chair of MRIA’s Education Committee, outlined two issues regarding the CMRP designation: “…mid-career professionals…would like to have the designation…” but not following the current process and “…many whose work in the industry does not equate to the CMRP standards because they are specialists....” I acknowledge there may be room to move and evolve the CMRP designation and “…MRIA feels that in order for any designation to be of true value to our members it needs to be widely accepted....” We need to focus on creating a marketing plan to communicate the value of CMRP to employers, clients and potential
In Response to D. Germain It is important to appreciate the established CMRP definition. Obtaining the CMRP signifies the holder has the requisite level of knowledge and capability in marketing research theory and practice, as well as a commitment to adherence to a set of rigorous ethical standards. The critical issue is the “requisite knowledge and capability.” There is no mention of a timeframe. This is not an elite status but a broadly applicable standard. A seven-hour exam is an approach but this is not the only way to demonstrate the “requisite knowledge and capability.” Successfully completing a postgraduate marketing research program, including an internship, would clearly achieve the theory and shorten the experiential component. Demonstrated capabilities rather than the timeframe should also be acceptable criteria. These can also be demonstrated by an established level of practice. This is the concept at the core of the new pathway to the CMRP.
CMRPs, instead of focusing on how to earn it. Whether it be changing the current process for the full CMRP designation or certifying “specialists,” the length of the requisite experience may need to be increased rather than decreased. In addition, other alternatives may be pursued with input from current CMRP holders to avoid devaluing their certification. Taking the Ethics course, the CMRE Prep course and writing the exam greatly increased my respect for the industry and for MRIA. Going through the current process reiterated MRIA’s commitment to standardized practices within the industry and abiding by the Code of Conduct. Donya Germain, CMRP
The intent of the new path is to ensure the level of requisite knowledge and capability is held by a CMRP holder in a variety of ways. The specialist designation is for a practitioner who operates at a similar requisite level in a narrower segment of the field, for example, someone who is a tabulation data analyst, a programmer or a fieldwork manager. This individual would demonstrably be highly competent in their area but is neither a CMRP nor its equivalent. It is not anticipated that everyone will hold the CMRP. It is, however, important that the majority of research professionals hold it and thereby demonstrate adherence to a standard. The new path is only to ensure that those who deserve these designations, regardless of the method, be awarded them. MRIA members can then show the general business public that the MRIA maintains a broad base of knowledge, practice and ethics. Fergus Gamble, CMRP Chair, MRIA Professional Development & Certification
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lettre au rédacteur en chef
Évolution ou dévaluation de la désignation? Dans un récent numéro du magazine Vue (décembre 2012), Fergus W. Gamble, PARM, directeur du Comité de la formation de l’ARIM, a présenté les grandes lignes de deux questions concernant la désignation de PARM : « Les professionnels en milieu de carrière … aimeraient avoir la désignation », mais pas en suivant le processus actuel et « un grand nombre de ceux qui travaillent dans l’industrie ne se reconnaissent pas dans les normes de la désignation, parce qu’ils sont des spécialistes.» Je reconnais qu’il puisse y avoir lieu de changer et de faire évoluer la désignation de PARM et que « … l’ARIM croit que pour qu’une désignation ait véritablement de la valeur pour nos membres, elle doit être largement acceptée.» Nous devons nous concentrer sur la création d’un plan de marketing pour communiquer la valeur de la désignation de PARM aux employeurs, à nos clients et aux PARM
Réponse à D. Germain Il est important de reconnaitre la définition établie d’un PARM. L’obtention de la désignation de PARM signifie que les détenteurs possèdent les connaissances et les compétences requises en théorie et pratique de la recherche marketing, et qu’ils se sont engagés à respecter un ensemble de normes éthiques rigoureuses. La question cruciale demeure « les connaissances et les compétences requises ». Il n’y a pas de référence à un échéancier. Il ne s’agit pas d’un statut d’élite, mais d’une norme appliquée au sens large. Un examen de sept heures est une approche, mais il ne s’agit pas de la seule façon de démontrer « les connaissances et les compétences requises ». L’obtention d’un diplôme d’études supérieures d’un programme en recherche marketing, incluant un internat, permettrait définitivement de couvrir la composante théorique et de réduire la composante expérimentale. Les capacités manifestes plutôt qu’un échéancier devraient aussi être des critères acceptables. Elles peuvent aussi être démontrées au moyen d’un niveau de pratique établi. Ce concept est au cœur du nouveau parcours vers la désignation de PARM.
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éventuels, plutôt que de nous concentrer sur comment l’obtenir. Que ce soit en changeant le processus actuel pour obtenir la désignation complète de PARM ou en accordant une accréditation aux « spécialistes », on devrait peut-être augmenter la durée de l’expérience requise plutôt que de la réduire. De plus, on pourrait explorer d’autres approches basées sur des commentaires de PARM afin d’éviter de dévaluer leur désignation. Le fait de suivre le cours sur l’éthique, le cours préparatoire à la désignation et de passer les examens a grandement augmenté mon respect à l’égard de l’industrie et de l’ARIM. En suivant le processus actuel m’a réitéré l’engagement de l’ARIM à l’égard de la normalisation des pratiques au sein de l’industrie et son respect du Code de déontologie. Donya Germain, PARM
Le but de ce nouveau parcours consiste à assurer que les détenteurs d’une désignation de PARM possèdent le niveau requis de connaissances et de compétences d’une variété de façons. La désignation de spécialiste s’applique aux praticiens qui produisent à un niveau similaire d’exigence dans un segment d’activités plus étroit, par exemple un analyste de classement des données, un programmeur ou un gestionnaire de recherche sur le terrain. Ces individus seraient manifestement très compétents dans leur domaine, sans être un PARM ou son équivalent. On ne prévoit pas que tout le monde détienne une désignation de PARM. Il est important cependant que la majorité des professionnels de la recherche la détiennent et démontrent ainsi leur adhésion à des normes établies. Le nouveau parcours consiste simplement à assurer que ceux et celles qui méritent la désignation, quelle que soit la démarche, l’obtiennent. Les membres de l’ARIM peuvent alors montrer au grand public du monde des affaires que l’ARIM maintient une base étendue de connaissances, de pratiques et d’éthique. Fergus Gamble, PARM Directeur, développement professionnel et accréditation
de l’ARIM
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COMMEN TARY / CO MME NTAI R E
Message from the Interim Executive Director John Ball, CMRP
CMRP Water Cooler
Les PARM à la fontaine d’eau
Overheard at the MR water cooler:
Entendu à la fontaine d’eau de la RM :
“Hey, did you hear about the RCMP scandal?”
« Hé! As-tu entendu parler du scandale de la PRAM? »
“Ya ... oh wait … I thought you said the CMRP scandal?”
« Ouais… oh! Attends… j’pensais que t’avais dit le scandale des PARM? »
“What CMRP scandal?” “ The MRIA board has decided to allow all of its members access to the designation, and people are right miffed.” “ Oh, really … I thought that was something that they had been working on for a few years … what’s the buzz?”
« Quel scandale des PARM? » « Le conseil d’administration de l’ARIM a décidé de permettre à tous ses membres d’avoir accès à la désignation, et les gens sont vraiment fâchés. » « Oh! vraiment? … Je croyais qu’il travaillait là-dessus depuis quelques années… qu’est-ce qui se passe? »
“ The board voted in October to allow the most experienced professional members of the association, specifically those who have been working in the industry for ten years or more, the opportunity to get their CMRP based on their practical knowledge of research.”
« Le conseil a voté en octobre pour accorder aux membres qui sont les professionnels les plus expérimentés de l’association, en particulier ceux qui travaillent dans l’industrie depuis dix ans ou plus, la chance d’obtenir leur désignation de PARM basée sur leurs connaissances pratiques en recherche. »
“ But, would this mean that the other ways of earning it for those who don’t have this level of experience would simply disappear?”
« Mais, est-ce que ça voudrait dire que les autres façons de l’obtenir pour ceux qui n’ont pas ce niveau d’expérience disparaitraient tout simplement? »
“No.” “But what about those who earned it the hard way?” “Ya … I see your point.” “Wait, what is your point again?” “ Well, some of our CMRPs took the appropriate courses, added them to their years of experience, and wrote the CMRE exam. That hasn’t changed, right?” “ Right. But, if someone has succeeded as a practitioner in the field for ten years or more, wouldn’t that mean that they have earned it as well?” “ No. Don’t you remember grandparenting? What a mess.” “Why, what happened?” 8
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« Non. » « Mais, qu’est-ce qu’on fait de ceux qui l’ont obtenue de la manière difficile? » « Ouais… J’vois ce que tu veux dire. » « Attends! Répète-moi donc ce que tu viens de dire? » « Bien, certains de nos PARM ont suivi les cours appropriés, ils les ont ajoutés à leurs années d’expérience et ils ont passé l’examen d’accréditation en recherche marketing. On n’a pas changé ça, non? » « Non. Mais, si quelqu’un a réussi comme praticien sur le terrain pendant dix ans ou plus, est-ce que ça ne voudrait pas dire qu’il le mérite aussi? » « Non. Tu ne te souviens pas de la préservation des droits acquis? Quel fouillis. »
COM M E N TARY / COMMEN TAI R E
“ Well, when this all started, the rules that still exist today applied for newer entrants, but they also permitted those with twelve years’ experience to apply after demonstrating competency in a number of areas … and a bunch didn’t even sign up!” “Maybe that was because they didn’t see the value …” “Oh, I suppose so … what is the value anyhow?” “ I have heard that some buyers are recognizing the value of the CMRP designation in the proposals they receive from suppliers and also that employers on both sides are looking to hire them, but other than that, I am not sure who knows about it. Great news, though, if you are looking to build your career and want to stand out.” “ Ya, but I guess that wouldn’t matter that much to the more experienced members as far as their own career is concerned – they are already established – maybe this doesn’t work for them as a value prop.” “Ya, probably not.” “ By the way, what happened to the people who didn’t make the grandparenting cut way back when?” “Nothing.” “ Nothing? But by now they would have more than the required experience to have qualified way back when, wouldn’t they?” “Sure – but MRIA promised that they wouldn’t do that again.” “Huh?”
« Pourquoi? Qu’est-ce qui s’est passé? » « Bien, quand tout a commencé, les règles qui existent encore aujourd’hui s’appliquaient aux nouveaux adhérents, mais elles permettaient aussi à ceux qui avaient douze ans d’expérience de demander la désignation après avoir démontré leur compétence dans un certain nombre de domaines… puis une partie d’entre eux en ont même pas profité! » « C’est peut-être parce qu’ils n’en percevaient pas la valeur… » « Oh! Ça se peut… en fait, c’est quoi sa valeur? » « J’ai entendu dire que certains acheteurs reconnaissent la valeur de la désignation de PARM dans les propositions qu’ils reçoivent de fournisseurs et, aussi, que les employeurs des deux côtés cherchent à les engager; mais à part ça, je ne suis pas sûr qui est au courant de la désignation. Mais, c’est une bonne nouvelle, si tu cherches à bâtir ta carrière et te distinguer. » « Ouais, mais j’ai l’impression que ça ne changerait pas grand-chose à la carrière des membres expérimentés – ils sont déjà établis – peut-être que ça ne marche pas pour eux comme valeur ajoutée. » « Ouais, probablement pas. » « Au fait, qu’est-ce qui est arrivé à ceux qui n’ont pas profité de la préservation des droits acquis dans le temps? » « Rien. » « Rien? Mais ils auraient maintenant plus que l’expérience nécessaire pour se qualifier à ce moment-là, tu ne penses pas? » « Bien sûr – mais l’ARIM a promis qu’elle ne le ferait plus. »
“They promised.”
« Hein? »
“ But, if the more experienced people, our bosses for instance, had a way to get it for themselves, wouldn’t this encourage them to support others like us to get it as well?”
« Ils ont promis. »
“Ya, I guess so.” “ Well, I have to get back to work … very busy … got lots on the go … probably shouldn’t continue gabbing about this anymore.” “Ya, good idea.”
« Mais, si les gens qui ont le plus d’expérience, par exemple nos patrons, avaient un moyen de l’obtenir pour euxmêmes, est-ce que ce ne serait pas un moyen de les encourager à appuyer d’autres comme nous à l’obtenir? » « Ouais, je suppose. » « Bon bien, faut que je retourne au travail… j’suis débordé… plein de choses… je devrais probablement arrêter de placoter de ça. » « Ouais, bonne idée. »
Since the very beginning, MRIA has supported the CMRP designation, in all its iterations, as a means of recognizing the best in our industry and wants it to survive and thrive. Today, we are losing CMRPs faster than they are being replaced, and its survival depends on appropriate action to be taken to sustain the designation. Voted in as a key component of our third
Depuis ses tout débuts, l’ARIM a appuyé la désignation de PARM, dans toutes ses itérations, comme moyen de reconnaître les meilleurs au sein de notre industrie et elle veut que la désignation survive et soit florissante. Aujourd’hui, nous perdons des PARM plus rapidement que nous ne les remplaçons et la survie de la désignation dépend d’une action appropriée visant à vue March 2013
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strategic plan a couple of years ago, our association is now on course to developing the CMRP designation and improving it for those who hold it. An article published more than two years ago by our then dean of education stated that she unequivocally supported allowing all of our members the means to achieve the CMRP designation. Last October, the board approved a motion to open the doors to allow this to happen “as soon as feasible.” Recognizing that we have a long way to go, we are still working through ways to build up the value of
la maintenir. Au cours d’un vote il y a quelques années, notre association a établi la désignation comme une composante cruciale de notre troisième plan stratégique et elle travaille présentement au développement de la désignation de PARM et à son amélioration pour ceux et celles qui la détiennent déjà. Dans un article publié il y a plus de deux ans, celle qui était alors notre doyenne de la formation déclarait sans équivoque qu’elle appuyait les moyens de permettre à tous nos membres d’obtenir une désignation de PARM. En octobre dernier, le conseil d’administration a adopté une motion visant à atteindre ce but « aussitôt que possible ».
Tout en reconnaissant que nous avons beaucoup de chemin à faire, nous continuons à chercher les moyens working hard to make the CMRP designation better de renforcer la valeur de la désignation de PARM et d’en known and supported to increase its value to all accroître la demande. Cela exige des efforts particuliers pour holders, all the while improving access for all of our que la désignation de PARM soit mieux connue et appuyée members who wish to earn it by whatever means afin d’accroître sa valeur pour tous ceux et celles qui la makes the most sense. In our recent membership détiennent, tout en améliorant son accès à tous les membres renewal, CMRPs were the most resilient when qui désirent l’obtenir de quelque façon sensée que ce soit. it came to companies deciding whether or not Au cours du récent renouvellement des adhésions, les PARM étaient les plus tenaces quand les entreprises décidaient de to renew certain individual memberships – they overwhelmingly chose to support CMRPs by extending renouveler ou non certaines adhésions individuelles – elles their memberships to represent their companies. This ont, par une majorité écrasante, choisi d’appuyer les PARM en étendant leur adhésion pour représenter leur entreprise. Cela suggests that CMRPs are arguably more engaged in porte à croire que les PARM sont sans doute les plus engagés MRIA (a criterion for some companies today to renew) à l’égard de l’ARIM (un critère qui porte certaines entreprises and clearly more valuable to the companies that à renouveler leur adhésion) et sont visiblement ceux qui employ them. apportent le plus de valeur aux entreprises qui les emploient.
the CMRP and to increase the demand. This means
At this time, the MRIA office, its national board, the
Présentement, le bureau de l’ARIM, son conseil d’administration national, ses cadres et un excellent leadership embodied by Fergus Gamble and Stephen leadership de la part de bénévoles personnifié par Fergus Popiel on the education front and Dave McVetty on Gamble et Stephen Popiel sur le front de la formation et par Dave McVetty sur celui de la valeur des adhésions poursuivent the membership value front are unapologetically carrying on to make all of this possible with as much hardiment leurs efforts pour atteindre tous ces buts avec autant de rétroaction que possible des causeries autour des feedback from the water cooler as possible. An fontaines d’eau. Nous allons créer un Comité consultatif advisory board of existing CMRPs will be formed to de PARM existants afin d’ajouter ses conseils à ceux du consult alongside the Education Committee to provide Comité sur la formation pour recueillir des données sur la input on the correct way to implement the changes bonne façon de mettre les changements en vigueur qui font that are now part of our recent history and a very maintenant partie de notre histoire récente et sont critiques important part of our future. While information and à notre avenir. Pendant que les renseignements véridiques misinformation swirl around water coolers, cooler et erronés tourbillonnent autour des fontaines d’eau, des heads are working hard to put the CMRP on track. cerveaux plus calmes travaillent intensément à mettre la désignation de PARM sur la bonne voie. Restez à l’écoute. Stay tuned.
officers of the board, and some excellent volunteer
John Ball, CMRP, Interim Executive Director / Directeur general intérimaire Marketing Research and Intelligence Association / L’Association de la recherche et de l’intelligence marketing Email: jball@mria-arim.ca • (905) 602-6854 ext./poste 8724
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INDUSTRY N E WS
Launch of a New
Online Research Verification Service The Research Registration System (RRS) is MRIA’s most established and long-standing selfregulatory mechanism. The new RRS application, launched in November 2012, is hosted on the MRIA Portal and offers many additional functionalities to MRIA members who collect survey data.
In addition, the new RRS application allows the public to go online to verify the legitimacy of a marketing research project. This new Online Research Verification service is available in both English and French. The public now has three options to choose from in order to verify the legitimacy of a marketing research project. As well, they can submit comments, complaints or questions about a project or research agency: 1. C lick on the unique URL for a research project that has been posted online by the research agency collecting the data; 2. V isit one of the following URL: www.surveyverification.ca or www.verificationsondage.ca and enter the MRIA Project Registration Number communicated to them by the research agency who contacted them; 3. Phone MRIA at 1-888-602-6742, ext. 8728. With the new RRS, the MRIA continues to achieve its objective of ensuring that market research in Canada is accountable to a high standard and that the public who participate in market research have the ability to communicate with the MRIA. For more information on the new Research Verification Service, please visit www.mria-arim.ca/RRS/SurveyRegForm.asp or contact MRIA at RRS@mria-arim.ca.
Mobile Research in Emerging Markets Over Two Million Interviews in Just Twelve Months – A New Era of Research in Africa Shirley Wakefield
Africa: the fastest growing mobile market on earth and the second biggest mobile market after Asia Pacific, according to GSMA, an association of mobile operators and support companies. There are over one billion people on the continent, around 65 per cent of whom had access to a mobile phone by the end of 2012. Pretty incredible, considering that just over a decade ago, in 2000, mobile penetration on the continent was at only 2 per cent. Mobile in emerging markets is going places, and not slowly. The mobile phone has long since leapfrogged the number of fixed-line phones, with nearly 90 per cent of all phones in Africa being mobile. It overtook the PC a good while back, and it’s forecast that by 2015 there will be more people in Sub-Saharan Africa with access to mobile phones than with access to electricity in their homes. Quite a thought. So why is it that, with this explosive progress in the mobile space, marketing researchers in emerging markets insist on sticking to pen and paper, cold calling, and face-toface interviews, two-way mirrors and hour-long interviews? Why, when there is a plethora of vibrant, engaged mobile communities whose members are eager to share their opinions, do researchers stick to an approach that can only be described as the (very) old school? Well, the reason is quite simply a combination of industry inertia and lack of innovation. Okay, maybe there’s also a dose of very real challenge, specifically in Africa, where
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only 4 per cent of mobiles are smartphones, making mobile research particularly tricky … unless you’ve specifically built technology that’s designed to cater to non-smartphones. Which is precisely what the South African marketing research firm Pondering Panda has done. Tapping into Mxit, Africa’s biggest social network, we at Pondering Panda set out to develop a research technology designed to work across mobile devices of all kinds, to engage with users across the demographic spectrum. Why Mxit has been such a powerhouse in Africa is the simple, yet effective, technology used to optimize content for lowend handsets. This technology makes it easier and far more affordable for users to make use of services and content otherwise accessible only online – which of course, in most parts of Africa, they don’t have the luxury of accessing. The social network has over 6.5 million highly active users over any given thirty-day period. What this means for researchers is an incredible platform for consumer insights. A place of streamlined data collection, with unmatched sample sizes and lightning speed response rates. With an entirely opt-in respondent recruitment strategy, even we were blown away to realize response rates averaging at over 100 per hour and 1,500 to 3,000 completed interviews in just 24 hours. Why, you might ask, do respondents keep returning if they aren’t being alerted to recent surveys? Well, here’s
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where the real beauty lies. Because users are in a mindset of chatting, gaming, catching up with friends, taking quizzes, and engaging with their favourite brands (to name but a few activities available to them) within Mxit, users are very much in a relaxed mindset and see the micro-surveys that are made available to them as entertainment. Similarly, we’ve found that the simple act of sharing one’s opinion is one of the key reasons for respondent participation. The surveys reside in an app called Your Opinion Counts, where respondents can choose from a list of topics and answer a quick survey on a topic that might appeal to them. The average survey duration ranges between twenty seconds and two minutes, at most. Data quality comes out tops as we engage with respondents outside of a “research” environment and make use of subtle gamification cues to enhance their experience. To add to this, the honesty with which users choose to share their thoughts and opinions is unparalleled. Answering questions anonymously, in the privacy afforded by their own mobile phones, fosters an open and candid environment. The importance of anonymity becomes particularly evident when engaging with respondents on personal or controversial topics, like drinking habits, drug use, health care, and political views. In a recent study conducted for International Planned Parenthood Federation (IPPF) across four Sub-Saharan countries, we saw the true value of this anonymity. The topic for discussion was sex, and the results were to be used to guide local strategies for IPPF, as well as educate the public and key stakeholders on the dire circumstances relating to sexual health in Africa. IPPF was interested in when young Africans were becoming sexually active, how they were learning about sex, and what impact, if any, formal sex education was having on them. As expected, response rates were excellent, and the honesty shown by respondents on a topic of such a personal nature was gratifying. As it turns out, of the four countries, it was South Africa whose youths were most likely to have sex in their early teens. In contrast, they were least likely to receive formal sex education in their teen years, and relied heavily on TV and friends for information on the subject. IPPF received widespread media acknowledgement for its work on the topic, and the resultant strategies that were put in place to remedy the key challenges facing Africa on the topic of sexual health relied heavily on the study’s findings. This particular study took two weeks, from start to finish. There are many challenges to face whilst in one’s infancy as a quantitative research company in an emerging market, including being asked all the tough questions. You’re asked
to prove, unequivocally, that results of research conducted on mobile phones are comparable to traditional techniques, that the data is stable and reliable, and that samples are truly representative of the population. Extra-large sample sizes and super-fast turnaround times mean that experimentation is at the very heart of the work that we do. No stone is left unturned when it comes to research into research. Butch Rice, head of Pondering Panda, encourages the experimentation capabilities of mobile research. He observes that, for the first time in decades, “I would have the ability to test concepts and ideas with lightning speed, using large samples. The ability to experiment, splitting the sample into different cells, is just not available to the traditional research houses, because they seldom can afford to interview samples of respondents running into the thousands. Even better, you can see your results unfold in real time. No waiting for weeks to see what outcome your study has produced.” Butch goes on to say, “As an avid student of human behaviour and motivation, this is literally a dream come true. For many years, I have advocated that the research industry move from asking many questions of few people to asking few questions of many people. Up to now, this has not been possible. But the world of digital research using mobile phones allows you to have ongoing conversations with consumers in real time, in an interactive way – a real breakthrough in an emerging market context, where this has not previously been possible. Any theories or hypotheses are tested in days, not weeks or months. I am delighted to have this environment to test research ideas, and methodologies. The possibilities are endless.” What this means for clients is a dramatic shift in the status quo when it comes to marketing research and consumer insight. Ad testing methodologies are being firmly turned on their heads, whilst customer satisfaction measurement has never been as effective. Category, brand and product tracking, as well as market share measures, are now more nuanced, more textured, and more valid. Having achieved a new record in African research, with the completion of over two million interviews in under twelve months, Pondering Panda is changing the way in which brands, governments, and the social sector are able to interact with everyday citizens in emerging markets. The future of research is bright, as the worlds of technology and research collide. Watch this space for further powerful insight into understanding the developing world. Shirley Wakefield is the Panda Keeper at Pondering Panda, a marketing research firm in South Africa. She can be reached at shirley@ponderingpanda.com vue March 2013
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Surveys:
Debating ForwardLooking Solutions Marie-Eve St-Arnaud
New communication technologies offer new perspectives for research professionals. Mobile surveys are developing very rapidly and may well redefine all of today’s data collection techniques as well as the exploitation of results. From the recreational industry and the simple management of daily life to professional practices management (e.g., project and inventory management, sales monitoring), tablet devices and mobile applications are integrating ever faster in all aspects of individual and professional life. Every sector is affected by that rapid integration. A simple visit to an online Apple or Android app store can be dizzying. The numbers defy the imagination: Apple and Android, respectively, offer catalogues that include 600,000 and 700,000 applications. The consequence of such an explosion in new technologies, whether at the material level (tablets, smartphones) or in terms of software (applications for iPad, iPhone, Android, etc.), is a radical change in social behaviour. In one of its studies, the professional services firm Deloitte concludes that the purchase of electronic devices could become a “rite of passage” for social status, just as investment in a house or car is for families. ABI Research, the international marketing research company, has dubbed 2013 the “year of the tablet” – more than 145 million units are expected to be sold across 14
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the world this year, 20 per cent of which will be used professionally. The mobile phone market is also booming. Three out of four people in the world own a cellphone and, in 2013, every second such mobile phone will be a smart one. The impact of mobile technology on social organization is already apparent. Rogers Inc. estimates that 75 per cent of Quebeckers will be using wireless payment technologies daily within the next two years and that a majority of Canadians will be making use of their evolved mobile devices for work-related purposes. All these numbers clearly show that the populations of industrialized countries have upended their communication channels and now prefer cyberspace. Research companies have adapted mobile strategies to, and integrated them into, their own strategies. This shift, initiated barely five years ago, is the result of major conjunctural changes – at the developmental level of new technologies as much as at the societal level. In the United States today, according to a study by CASRO (Council of American Survey Research Organizations), more than 50 per cent of surveys are completed online. This tendency by American research firms to turn to Internet surveys largely stems from two phenomena that collided in 2008: the global economic crisis that generated a
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steep drop in clients’ budgets, and the free-falling response rates in telephone surveys (below 10 per cent). American research companies reacted and did not hesitate to go from telephone to online surveys, thus saving on operating costs. Furthermore, it is estimated that 10 per cent of web surveys are completed via mobile phone – a trend that has shown a favourable growth curve in recent years. In Canada, the context is quite different. Telephone surveys here generate response rates up to 30 per cent and thus justify investments linked to these operations. However, the very quick development of new communication tools (smartphones, tablets, social networks, etc.) has changed the circumstances for these research firms. The main question, though, remains: “In this day and age, in an environment of cyberspace and mobile communication, which communication tools are best employed to reach a precise target in a given place?” The development of mobile technologies comes almost as an answer to these new constraints. There is, however, no unique answer or strategy. If the natural reflex is to turn to mobile surveys by setting up means of collecting data based on new technologies (web surveys and use of tablets for faceto-face surveys), the full spectrum of the research results they generate is very large and requires good knowledge of these new tools and their impacts on research results. For research companies, the main challenge of the coming years will be to master mobile technology, whether for surveys administered by a pollster or for studies in which the respondents answer on their own. Many initiatives to find the best solutions are currently underway. The responsiveness brought into play by new technologies, especially tablets and smartphones coupled with applications, changes today’s practices and may change current research trends as well. Thus, the use of tablets to collect data face to face will improve the productivity of this type of inquiry. The collected information is treated in real time and enriched with data that have never before been used, such as the geographic location of the interrogated individual (obtained through the tablet’s GPS) and photos or videos taken during the interview. The collected data can be exploited immediately without having to undergo data transfer and entry. The impact of using a tablet will also be felt when considering the nature of the data that are collected. The tablet’s operating system encourages liveliness and interactivity in questionnaires. The pollster can rely on the tablet’s multimedia tools to allow respondents to perceive the survey’s context in a better light and thus improve the quality of their answers. These advantages, which translate
into a reduction in the costs of face-to-face surveys, favour the use of administered surveys. This trend is also strengthened by the use of smartphones to collect data. Many companies have already taken an option on this technology. Survey apps have been developed to allow research companies to use their respondents’ smartphones to collect data, a method that helps reinforce the respondents’ involvement and thus improve the quality of the data. “The people who accept completing a questionnaire with their smartphones have taken the voluntary step of downloading and installing the application on their device,” notes David Lacan, director of Mobile Solutions for Voxco, a global provider of software solutions for marketing researchers, governments and other institutions. “That voluntary involvement from the respondent can be reinforced with the use of a ‘push’ notifications system, which allows one to send motivating messages to complete the questionnaire.” A special link is thus created between interviewer and interviewee. This approach is good for preserving the advantages of both face-to-face and self-administered survey modes. As would an interviewer, the notifications transmitted via smartphone encourage respondents to answer; but respondents who can keep their subjectivity are less bothered by inhibition and can answer as freely as they wish. However, the exploitation of results will require an analytical grid different from traditional survey methods. Michel Saulnier, outgoing president of MRIA’s Quebec Chapter, insists that different data collection methods – via the Internet, the phone, or new mobile survey tools – will produce different results. “For fifty years,” he observes, “our measures of perception were established with the help of points of comparisons stemming from telephone surveys. Today, the multiplicity of channels from which we collect data will make analysing the results a much more complex exercise.” Saulnier underscores the fact that mobile surveying strategies are nascent and that the solutions implemented in the coming years will probably be like multichannel surveys: “It is important to understand that all the different techniques used to collect data, from traditional surveys to mobile ones, are not opposed to each other but rather complete one another.” The true challenge in the years to come is not to be found in the means of implementation in obtaining information, but rather in learning to analyse data that stem from multiple channels. vue March 2013
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Mobile Surveys: It’s Time to Choose Will it be software connected to the Internet, customized software, or dedicated apps? 1. Software Connected to the Internet A common mistake is to think of mobile devices as mere Internet browsers and to believe that a web-based application or program, adapted as a mobile site, can completely answer the needs of data collection. Characteristics of software connected to the Internet • Accessibility: It is critical that a network has a data collection operation going. Even if current mobile networks are much more present than a few years ago, “dead spots” still exist. In the areas not covered, it is simply impossible to use webbased applications. • Speed and reliability: A web application will always be slower than a native application, a situation that can prove cumbersome during interviews if it’s necessary to wait many seconds after each question or an ill-timed disconnection from the network occurs. •C osts: In order to be able to use a web-based application while on the move, one needs a mobile network. Some places are equipped with WiFi networks that can be used with tablets, but these require staying at the same location to keep within reach of the network. The other solution is to use a mobile network such as 3G. This type of network allows for a much wider range, but at the cost of slower speed and a higher operational budget. 2. Customized Software This approach consists in considering tablets as classic computers and in quickly adapting existing software in order that the software works with the tablets currently on the market. Characteristics of Customized Software •L imited choice: Only very few (and expensive) tablet models are adapted to this operating mode. They are those that work under Windows 8 (such as the Microsoft Surface Pro), and whose prices are generally over $1,000. Those applications will not operate on the more prevalent tablets, whose prices are closer to $500. • Ergonomics: Software that is simply “transferred” to tablets will not benefit from the particular ergonomics of these terminals, and the software can even prove difficult to use. That said, ergonomics is one of the main draws of such tablets. In any case, only an application that has been entirely
rewritten for tablets will truly benefit from the devices’ advantages. 3. Dedicated App This is the most complex solution for software publishers, but also the only one that shows real potential for mobile surveys. Such an application, entirely rewritten for the market’s most common tablets and smartphones, offers optimal ergonomics. Characteristics of the Dedicated App •N ative application: Specifically developed for certain types of tablets and smartphones, this solution optimally uses all the functionalities that mobile and touch technologies have to offer. •A utonomous solution: The application may be used without a network connection. Questionnaires and interviews are stored in a device’s memory. •A vailability: The application can be widely distributed through an upload to the interrogated individuals or only to the researchers. Pilot Project, Recommendations and Key Questions Before launching a mobile survey pilot project, it is essential to select material that is adapted to the project’s needs. It is recommended that researchers check five points before proceeding. Five-Point Checklist • Was the adopted solution tested? (Has it existed for some months, or is it still a beta version?) •C an the adopted solution operate on the main tablets and smartphones available on the market, freeing up the choice of which terminal to use in order to start and develop the project? • I s the solution specifically conceived for mobile devices, or is it rather the mere adaptation of an existing application that was not designed for mobile use? • I s the solution available on standard app stores, allowing for simple and fast downloads? • I s there a demonstration copy that would allow for ergonomics testing of the application on different models of tablets and smartphones?
Marie-Eve St-Arnaud is the Marketing Communications Manager at Voxco. She can be reached at marie-eve.st-arnaud@voxco.com 16
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Les enquêtes mobiles :
Des solutions d’avenir en question? Marie-Eve St-Arnaud
Les nouvelles technologies de communication offrent de nouvelles perspectives pour les professionnels de la recherche. Les enquêtes mobiles se développent très rapidement et risquent de redéfinir toutes les pratiques de la collecte de l’information et l’exploitation des résultats. De l’industrie du loisir à la gestion de la vie quotidienne en passant par la gestion de pratiques professionnelles (gestion de projet, gestion d’inventaires, suivi des ventes, etc.) les tablettes et les applications mobiles s’intègrent de plus en plus vite dans tous les aspects de la vie quotidienne des particuliers et des professionnels. Tous les secteurs sont concernés. Une simple visite sur les boutiques en ligne d’applications d’Apple ou d’Android peut donner le tournis. Les chiffres dépassent notre imagination. Apple et Android proposent respectivement des catalogues comprenant plus de 600 000 et 700 000 applications... La conséquence de cette explosion de nouvelles technologies, tant au niveau matériel (tablettes électroniques, téléphones intelligents) qu’en matière de logiciels (applications iPad, iPhone, Android, etc.), provoque un changement radical de comportement social. La firme Deloitte estime dans une de ses études que l’achat d’appareils électroniques pourrait devenir un « rite de passage » pour atteindre un statut social identique à celui que les familles effectuent en investissant dans l’achat d’une maison ou d’une voiture. Le cabinet d’étude international ABI Research annonce 2013 comme « année de la tablette ». Plus de 145 millions d’unités devraient être vendues dans le monde dont 20 % seront utilisées dans un contexte professionnel. Le marché de la téléphonie mobile est également en pleine effervescence. Trois personnes sur quatre dans le monde possèdent un cellulaire et un appareil sur deux, en 2013, sera un téléphone intelligent. L’impact de la technologie mobile
sur l’organisation sociale est déjà visible. La compagnie Rogers estime que 75 % des Québécois devraient utiliser le paiement sans fil quotidiennement d’ici les deux prochaines années et que la majorité des Canadiens devraient faire l’usage de leurs appareils mobiles évolués dans le cadre de leur travail. Tous ces chiffres montrent clairement que la population des pays industrialisés a bouleversé ses modes de communication et privilégie aujourd’hui le cyberespace. Les entreprises de recherche se sont adaptées et ont intégré les enquêtes mobiles dans leurs stratégies. Ce virage, entamé il y à peine cinq ans, est le résultat de plusieurs bouleversements conjoncturels majeurs, tant au niveau du développement de nouvelles technologies qu’au niveau sociétal. Aux États-Unis, selon une étude de CASRO*, plus de 50 % des sondages sont faits aujourd’hui par Internet. Cette tendance des entreprises de recherche américaines à se tourner vers des sondages en ligne est en grande partie reliée à deux phénomènes qui se sont entrechoqués durant l’année 2008 : la crise économique mondiale provoquant une chute des budgets des clients et les taux de réponse des enquêtes téléphoniques en chute libre (moins de 10 %). Réactives, les entreprises de recherches américaines n’ont pas hésité à passer des enquêtes téléphoniques aux questionnaires en ligne sur le web, leur permettant ainsi de réduire leurs coûts d’opérations. De plus, il est estimé qu’environ 10 % des sondages web sont complétés sur téléphone mobile, démontrant une courbe de croissance depuis les dernières années. Au Canada, le contexte est très différent. Les enquêtes téléphoniques génèrent des taux de réponse pouvant aller jusqu’à 30 % et donc justifient les investissements reliés à ces opérations. Toutefois, le développement extrêmement rapide des nouveaux outils de communications (téléphones
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intelligents, tablettes, réseaux sociaux...) a changé la donne pour les entreprises de recherche. La principale question reste entière : « aujourd’hui, quels sont les meilleurs outils de communication pour rejoindre une cible précise à un endroit donné dans l’environnement du cyberespace et de la communication mobile? » Le développement des technologies mobiles intervient presque comme une réponse à ces nouvelles contraintes. Toutefois, il n’existe pas de réponse et de stratégie unique. Si la tendance naturelle est de se tourner vers les enquêtes mobiles en mettant en place des moyens de collecte basés sur les nouvelles technologies (sondage sur le web et utilisation des tablettes pour les enquêtes en face à face), le spectre des résultats de recherche obtenus est très large et demande une grande connaissance de ces nouveaux outils et de leurs impacts sur les résultats. La maîtrise de la technologie mobile, appliquée aussi bien dans le cadre d’enquêtes administrées par un enquêteur et dans les études où le répondant remplit tout seul le questionnaire, est le principal défi des années à venir des entreprises de recherche. Beaucoup d’initiatives sont prises actuellement pour trouver quelles sont les meilleures solutions. L’apport de la réactivité des nouvelles technologies, notamment de la tablette et des téléphones intelligents couplés avec des applications, change les pratiques et risque de modifier les tendances actuelles de recherches. Ainsi, l’utilisation de tablettes, pour la collecte d’informations en face à face, va améliorer la productivité de ce type d’enquêtes. Les informations recueillies sont traitées en temps réel et enrichies de données, jamais exploitées auparavant, comme les coordonnées géographiques de la personne interrogée (provenant du GPS de la tablette) ou encore de photos et de vidéos capturées durant l’entrevue. Les informations collectées peuvent être exploitées immédiatement sans passer par les étapes de transfert et de saisie des données. L’impact de l’utilisation d’une tablette sera également perceptible au niveau de la nature des informations recueillies. Le système d’exploitation des tablettes favorise l’animation et l’interaction des questionnaires. L’enquêteur peut ainsi s’appuyer sur les outils multimédias de la tablette pour permettre au répondant de mieux percevoir le contexte de l’enquête en cours et ainsi améliorer la qualité des réponses obtenues. Ces avantages, qui se traduisent par une réduction des coûts d’enquête en face à face, favorisent l’utilisation d’enquêtes administrées. Cette tendance est également renforcée par l’utilisation des téléphones intelligents pour collecter des informations. 18
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De nombreuses entreprises ont d’ores et déjà pris une option sur cette technologie. Des applications d’enquêtes ont été développées pour permettre aux entreprises de recherche d’utiliser les téléphones intelligents de leurs répondants pour collecter l’information. Cette méthode permet de renforcer l’implication du répondant et donc d’augmenter la qualité de l’information collectée. « Les personnes qui acceptent de répondre à un questionnaire à partir de leur téléphone intelligent ont effectué une démarche volontaire pour télécharger et installer l’application sur leur appareil », souligne David Lacan, directeur des solutions mobiles chez Voxco. « Cette implication volontaire du répondant peut être renforcée par l’utilisation de systèmes de notification “push” qui permettent d’envoyer des messages d’incitations à répondre au questionnaire ». Un lien privilégié est ainsi créé entre l’enquêteur et la personne interrogée. Cette approche permet de conserver les avantages des deux modes d’enquêtes. Le répondant est incité à répondre par les notifications transmises par l’application de son téléphone intelligent (comme le ferait un enquêteur), mais il garde sa subjectivité et n’est pas gêné par son inhibition pour pouvoir répondre le plus librement possible. Par contre, l’exploitation des résultats nécessitera une grille de lecture différente des méthodes d’enquêtes traditionnelles. Michel Saulnier, Président sortant du chapitre québécois de l’ARIM, insiste sur le fait que les méthodes de collecte des données, par internet, par téléphone, ou par les nouveaux outils des enquêtes mobiles produiront des résultats différents. « Depuis cinquante ans, nos mesures de perception ont été établies à partir des points de comparaisons issus des études téléphoniques. Aujourd’hui, la multiplicité des canaux de collectes va rendre beaucoup plus complexe l’analyse des résultats ». Il souligne que les stratégies d’enquêtes mobiles en sont à leurs balbutiements et que les solutions qui seront mises en œuvre dans les prochaines années s’apparenteront probablement à des sondages multicanaux. « Il faut bien comprendre que toutes les différentes techniques des enquêtes traditionnelles aux enquêtes mobiles utilisées pour collecter l’information ne s’opposent pas, mais se complètent ». Le véritable défi des prochaines années ne se trouve pas dans les moyens à mettre en œuvre pour obtenir l’information, mais plutôt dans l’apprentissage de l’analyse des données issues de multiples canaux.
*CASRO : Council of American Survey Research Organizations
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Enquêtes mobiles, l’heure des choix : Logiciel connecté à internet, logiciel adapté ou application dédiée (app)? 1. Logiciel connecté à internet
Une erreur consiste à penser que les appareils mobiles ne sont que des navigateurs internet, et qu’une application ou logiciel connecté sur le Web peut permettre de répondre complètement aux besoins de collecte d’informations. Caractéristiques : • A ccessibilité : un réseau est indispensable pour pouvoir opérer une collecte d’informations. Même si les réseaux mobiles actuels sont bien plus présents qu’il y a quelques années, les « zones blanches » existent toujours. Dans ces zones non couvertes, il est totalement impossible d’utiliser des applications web. • R apidité et fiabilité : une application web sera toujours plus lente qu’une application native, ce qui peut se révéler gênant lors d’une entrevue s’il est nécessaire d’attendre plusieurs secondes à la fin de chaque question, voire subir une déconnexion intempestive du réseau. • C oûts : pour pouvoir utiliser une application web en mobilité, il faut disposer d’un réseau mobile. Certains lieux sont équipés de réseaux Wi-Fi utilisables sur tablettes, mais cela nécessite de ne pas bouger pour rester toujours à portée du réseau. L’autre solution consiste à utiliser un réseau mobile du type 3G. Ce type de réseau permet une couverture bien plus importante, mais au prix d’une vitesse moins élevée et d’un budget opérationnel supplémentaire. 2. Logiciel adapté
Cette approche consiste à considérer les tablettes comme des ordinateurs classiques, et à adapter rapidement les logiciels existants pour qu’ils fonctionnent avec les tablettes présentes sur le marché. Caractéristiques : • L imitation de choix : seuls quelques très rares (et chers) modèles de tablettes sont adaptés à ce mode de fonctionnement. Il s’agit des tablettes sous Windows 8 (comme la Microsoft Surface Pro), dont les prix s’établissent généralement à plus de 1000 dollars. Les tablettes les plus courantes, dont le prix est plutôt de 500 dollars ne pourront pas faire fonctionner ces applications. • Ergonomie : un logiciel simplement « porté » sur tablette ne bénéficiera pas de l’ergonomie particulière de ces terminaux et elle peut même se révéler difficile à utiliser. Or, c’est l’ergonomie qui fait l’intérêt principal des tablettes. Dans
tous les cas, seule une application réécrite complètement pour les tablettes pourra réellement bénéficier des avantages de ces terminaux. 3. L’application dédiée (app)
C’est la solution la plus complexe pour les éditeurs de logiciels, mais c’est aussi la seule qui présente un intérêt réel pour les enquêtes en mobilité. Ces applications, entièrement réécrites pour les tablettes et téléphones intelligents les plus courants du marché offrent une ergonomie d’utilisation optimale. Caractéristiques : • Application native : solution développée spécifiquement pour un type de tablette et téléphone intelligent qui utilise d’une façon optimale toutes les fonctionnalités proposées par la technologie mobile et tactile. • S olution autonome : l’application peut être utilisée sans connexion réseau. Les questionnaires et les entrevues sont stockés dans la mémoire des appareils. • D isponibilité : l’application peut être diffusée massivement par téléchargement aux personnes interrogées ou uniquement aux enquêteurs. Projet pilote, recommandations et questions clés
Avant de lancer un projet pilote d’enquête mobile, il est indispensable de choisir un matériel adapté aux besoins du projet. 5 points à vérifier : • La solution choisie est-elle éprouvée (elle existe depuis plusieurs mois ou il s’agit encore d’une version bêta)? • La solution choisie fonctionne-t-elle sur les principales tablettes et téléphones intelligents du marché afin de laisser le choix du terminal sur lequel démarrer puis développer le projet? • La solution est-elle conçue spécifiquement pour les appareils mobiles ou s’agit-il de la simple adaptation d’une application existante, non prévue pour une utilisation mobile? • La solution est-elle bien disponible sur les boutiques d’applications standards, permettant un téléchargement et des mises à jour simples et rapides? • Existe-t-il une version de démonstration qui permet de tester l’ergonomie de l’application sur différents modèles de tablettes et téléphones intelligents?
Marie-Eve St-Arnaud est Responsable en communication marketing chez Voxco, vous pouvez la joindre à marie-eve.st-arnaud@voxco.com
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Mobile Research Myth-Busting: Confirmed, Busted or Plausible?
Melanie Courtright
According to PBS, myths are stories that are based on tradition. Some myths may have factual origins, while others are completely fictional. In research, tradition certainly forms many of our myths. As new modes and methods emerge, we take the traditions and lessons we’ve learned from the mainstream practices, and we do our best to apply them to the new modes. Many have factual origins, like thinking about how length of interview has changed over the years, and how that change might apply to mobile. The key thing all myths have in common is that they are unproven. As Research Now, a U.S.-based digital data collection provider, has developed and grown its mobile business, we’ve taken on the task of myth-busting. We want our recommendations and business rules to be based on science and measurement rather than assumption and tradition. And we’d like to share with you what we’ve learned. In this article, we’ll be taking a closer look at three myths. 1. The people who take mobile surveys are different, because they represent only a portion of the overall population.
First, it’s important to define who can take a mobile survey. Since most research applications are based on the use of a smartphone app on either the Android or Apple’s iOS operating system, we will focus on that audience for purposes of testing this theory. When comparing the population of the United States (U.S. Census Bureau, 2010 census) to the population 20
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of smartphone users, there are demographic differences. Smartphone user demographics tend to skew slightly more toward females, younger users, and minorities, as well as toward those at either end of the income spectrum. See table 1. Table 1. Population Demographic Comparisons
Census (%)
Android/
iOS Users (%)
Male Female
49.1 47.60 50.9 52.40
18–24
13.1 19
25–34
17.5 24.7
35–44
17.5 19.4
45–54
19.2 18
55+
32.8 18.9
Hispanic
16.3 18.5
African-American 12.6 14.2 Caucasian
72.4 66.0
Earning less than $25,000
24.9
27.4
$25,000–$49,999 25.1 21.9 $50,000–$74,999 18.3 16.8 $75,000–$99,999 11.8 9.8 $100,000+
19.9 24.0
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Statistically, this test does prove that the smartphone population reached by most research firms is demographically different than the U.S. census population. MYTH CONFIRMED! Therefore, we recommend that you define the population of interest and that you ensure you set inbound or complete quotas rather than “taking what you can get” from a mobile panel. But are there more than demographic implications? This question brings us to our second myth to test. 2. The actual data you get from mobile surveys will be different than the data you collect from online surveys or from other data, because the people are different attitudinally and behaviourally.
To test this theory, we ran parallel tests on a range of topics with nearly 30,000 people globally, and with a focus on mass population sporting events. To keep the A/B test free from other biasing factors, we used the same source for both survey populations (e-Rewards online panel), with the only difference being survey mode. While we saw demographic differences as noted above, we see in tables 2, 3 and 4 the results from three of the survey questions in which the data were weighted to match on age, gender, income and ethnicity. Table 2. Attitudinal Comparison Example
Q: Thinking about sports in general, please state how much you agree or disagree with the following statements (0 meaning complete disagreement and 5 meaning complete agreement). I am only interested in major sporting events.
Mobile Web (Mean) (Mean) 2.95
2.97
I love watching all sports.
3.11
3.14
I play/participate in sports regularly.
3.12
3.22
Sports really don’t interest me.
2.18
2.17
Watching/engaging in sports is important to me.
3.51
3.56
There are more important things in life than sports.
3.57
3.56
The Olympics will increase my interest in sports.
3.24
3.31
The Olympics will make me more active in sports.
2.75
2.85
I will watch the Olympics with friends and family.
3.66
3.72
There are more important things happening in the world than the Olympics.
3.60
3.59
Table 3. Behavioural Comparison Example Q: Do you smoke cigarettes every day, some days, or not at all? Every day
Mobile (%)
Web (%)
15.1
14.2
Some days
7.8
6.5
Not at all
77.1
78.1
Table 4. Media Consumption Comparison Example Q. Thinking about ways in which you have or will be watching/ following the London 2012 Olympics, which of the following methods have you used or will be using?
Mobile Web (%) (%)
Television
92 91
Newspapers
42 40
News website(s)
33
36
Radio
31 32
Updates from friends and family
24
Sport website(s)
23
25
The official London 2012 website
22
26
19 24
Magazines
13 13
Mobile phone apps/applications
28
13
15
Website(s) from the sponsors
8
9
8 10
Other social networks
6
7
Attending live events
5
6
Blogs
4 6
Once weighted to demographics across the entire survey, we found no differences in either attitudinal or behavioural data. While differences might have been found had differing sources been used, or had we compared to an offline mode, the overriding belief that mobile users are different than non-mobile users was proven false when all other factors were held constant. MYTH BUSTED! So if we now find that we can produce useful data for decision-making from mobile surveys, the question now becomes, What can we really ask them? Our third myth centres on this question. 3. You can’t ask mobile participants to do very much. Mobile surveys have to be very short and very easy.
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To test this belief, we reviewed the more than 150 mobile projects we’ve completed at Research Now, comparing the completion and response rates to each other, and to what we would typically see from an online survey. Here’s what we found: • Response rates are very healthy for all of the surveys, indexing higher than online survey response rates and likely seeing a novelty lift, as was seen in the early days of online. • Completion rates are high on some projects and lower on other projects. • Lower completion rate surveys appear to have three issues: content, format, and length. - Survey content: asking respondents to do too much (multiple audio and video tasks, for example) or to engage with content that is uninteresting or hard to remember - Survey format: trying to retain online questions in a mobile environment, resulting in difficulty maneuvering through the survey - Length of survey: surveys longer than 25 minutes, often due to the survey content and format issues, above.
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We have seen very successful longer surveys, including fourteen-day diary activities in which the average participant completed thirteen of the fourteen days. These surveys were designed specifically for the mobile environment, however. MYTH PLAUSIBLE (dependent on survey design) As I reflect on these findings, and on my prior experiences with mode changes in research, I quickly get a sense of déjà vu. Does this sound familiar: “We have a new survey mode with higher respondent engagement due to ease and experience, but which comes with the need to adjust our instruments and better our practices.” These findings mirror what we noticed in the migration from phone to online. During that time, we had the opportunity to reinvent the surveys we presented and the ways we went about collecting data. Many believe we squandered that opportunity, placing our concerns about comparability ahead of the survey takers’ need for a better experience and sacrificing one error type for another. Here’s to hoping we don’t miss our second chance! Melanie Courtright is vice-president of Research Services at Research Now in the U.S. She can be reached at mcourtright@researchnow.com
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Bridging the Gap between Consumer and Shopper Marketing Perspectives Ten Psychological Needs That Drive Branding Strategy Trusting Your Qual Partner: L’art de la recherche marketing qualitative de haute qualité
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2013-14 RESEARCH BUYER’S GUIDE The only one of its kind in all of Canada, this definitive guide is a must-have for all buyers of marketing research. Production will begin in June 2013 and check your emails for proofs of your previous listings, or follow list and advertising instructions at www.mria-arim.ca/PUBLICATIONS/RBGOrder.asp
The Power of Behavioural Economics and How to Use It Elina Halonen and Leigh Caldwell In the past couple of years, behavioural economics has become one of the most popular buzzwords in the marketing research industry across the world. Almost every conference has a session or a talk focusing on it, and you can hardly open an industry publication without coming across an article talking about an aspect of it. The interest has not been limited to just research agencies: more and more clients are finding the idea of subconsciously influencing consumers by applying the principles of behavioural economics incredibly alluring. Yet not everyone is as enthusiastic about the magical powers of persuasion promised by behavioural economics. If we’re all irrational, fallible and easily persuaded by seemingly simple tricks, does that leave us vulnerable and exploitable, at the mercy of those who master these principles? Many of the critics have voiced concerns over the ethical issues around the approach of benevolent, liberal paternalism displayed by public entities using these psychological principles to “nudge” citizens. Most recently, the Obama administration is known to have consulted top behavioural scientists for advice on how to mobilize voters through subtle motivational techniques, while in the U.K., the British government has set up an entire team of behavioural science experts to advise it. Some critics view such initiatives as sinister attempts at manipulating people and tricking them into doing things against their will. Similar concerns are also emerging within marketing and marketing research: if we know what the consumers are thinking, behavioural economics is seen as a way of manipulating consumers into doing something against their will by exploiting their fallibility and irrational decision-making. But is the debate really about the supposed powers of behavioural economics and how we use them? Or could the rise of behavioural economics in marketing research simply be highlighting some more fundamental issues we as an industry have struggled with for years?
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Who Knows What We Want?
Traditional utilitarian economics treats consumers as sovereign: their choices are always the best ones they could possibly make, and they always know what they want. In this world, companies’ role is simply to find out what it is consumers want and to provide it. There is no conflict between the company and the consumer; companies can sell only what consumers already want and know they want. In this world, our role as research agency is simply to persuade consumers to reveal some of their preferences so companies can supply the relevant goods. But in the world of behavioural economics, consumers don’t actually know what they want. We, the consumers, change our minds about what shampoo we want depending on how retailers position the bottles on the shelf, which car we buy depending on what our neighbours are driving, and anything else we purchase depending on whether it is described as a loss or a gain. We can be persuaded to buy something we don’t really want, just because we believe that it’s what everyone else is buying or that it’s a bargain (even if it really isn’t). We don’t necessarily have well-defined preferences, and so companies, because they have the opportunity to actually shape consumers’ preferences, may face a conflict between their own interests and those of their customers. A similar conflict exists for governments: while they may claim to act in the interests of citizens, many observers think they are merely using nudges as a way to get away with a power grab that voters wouldn’t allow them if they tried to do it via traditional legal means. So, if companies have no reason to act for consumers, governments can’t be trusted to, and consumers don’t know their own interests well enough to do it themselves – who will act for consumers? Wolf in Sheep’s Clothing, or Good Shepherd?
There is one group in society whose whole raison d’être is to understand what consumers want and what their real
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interests are. They’ve been doing it for decades and, for all the imperfections, they’re quite good at it. They are, of course, ourselves: marketing researchers. Traditional marketing research simply assumes that consumers know what they want and that the job of the researcher, on behalf of a client, is to ask them what that is. But behaviourally aware marketing research accepts the psychological reality that consumers don’t know what they want, that they don’t make choices that reflect what they want, and that any one person doesn’t always want the same thing from one moment to the next. In this world, marketing researchers have the opportunity to genuinely know the consumers better than they know themselves. This knowledge should be accompanied by a certain humility. We will only ever focus on a small slice of any one consumer’s desires and behaviours but, within that slice, we can understand the complex dynamics and decision processes, the trade-offs between short- and long-term desires, and the external and internal factors that will make a difference to that consumer. As researchers, we pride ourselves on our objectivity, and over time we have also lulled ourselves into an illusion of neutrality: “We don’t take sides – we’re just the messengers!” We think of ourselves as the voice of the consumer, but what does that really mean? We’ve Got the Power
Our work gives us the power to know what’s really in the consumers’ interest, and to use it either to help those consumers or to help our client take advantage of them. We are, of course, paid by clients; but we don’t need to take that as carte blanche to ignore what consumers need. Lawyers and accountants subscribe to a code of ethics which – as well as protecting the integrity of the law or the tax system – can protect their clients from the
long-term consequences of their own desires. Is it time for us, as an industry, to develop similar principles? More radically: Just as lawyers can be instructed by the different sides in a dispute (representing society, a company or an individual), should marketing research agencies sometimes act directly for consumers, researching what they do, or potentially could, want from a marketplace rather than just finding out what a company could sell to them? We have developed extensive codes of ethics and conduct to protect the respondents from harmful research practices; we see ourselves as having a responsibility to protect them and to inform them of what we’re doing. As an industry, we also keep talking about how we want to have a voice in the boardroom. But are these really the debates we should be having, or should we, instead, be thinking about our role as researchers beyond the immediate context of clients and respondents, in the bigger picture of what our responsibility is to society? As Einstein famously said, “The release of atom power has changed everything except our way of thinking. ... The solution to this problem lies in the heart of mankind. If only I had known, I should have become a watchmaker.” The problem does not lie with the invention of behavioural economics and its popularity in marketing research. It’s much deeper than that. There is no other group of people that has at its fingertips as much knowledge of why it does what it does. Behavioural economics is merely another way of leveraging the immense power that we as researchers have always had. Let’s use it well. Elina Halonen is a partner at The Irrational Agency in the United Kingdom. Leigh Caldwell is her business associate. Elina can be reached at elina@theirrationalagency.com
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The Rise and Rise of the
Smartphones… Vinu George
This article is not about research on handset features, mobile downloads, apps, average revenue per user, or carrier woes, but about how the smartphone screen is becoming an integral part of the consumer’s lifestyle and is here to stay.
Heard of 20th Century Fox’s 1955 movie The Seven Year Itch? It’s famous for establishing Marilyn Monroe via the now iconic image of her standing on a subway grating as a rush of air blows her white dress up around her legs. Go ahead and preview this movie on your smartphone, and you can continue watching it on your tablet. Or in your downtime, stream it via your gaming console to relax and recharge between gaming sessions. Better still, watch it with friends on your big-screen smart TV, streaming Netflix live. Sound a bit far-fetched? Well, I did all this last weekend – on my Nokia 920 smartphone, then on my Surface RT tablet, on my Xbox gaming console, and then on Aquos TV. And my viewing experience was almost the same across all these devices, thanks to the Netflix content delivery! Again, could this be more of an exception? Netflix doesn’t think so. Netflix encodes a movie in 120 different versions to ensure that consumers get an optimal viewing experience across the 900-plus devices to which Netflix streams. This is a great example of device-agnostic content and userexperience delivery. 26
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Welcome to the connected world. Now, advertisers and marketers need to fight for consumers’ attention – not against other ads, but against high-quality, user device– agnostic content, which is available and streamed (almost) free. Ads and commercial messages now fight against the latest trending YouTube video or topic. So what does this need for user device–customized content delivery have to do with us in marketing research? In short, it is about how, as an industry, we’ve not fully tapped the potential of the smartphone, either as an information source or as a tool. Taking a step back, the smartphone is at 40-45 per cent penetration levels in Canada, and the category continues double-digit growth. Business news in recent years has been about the Apple rise, the Samsung fight, and now the fortunes of BlackBerry. Data plans have become affordable, with a mobile operator breezily offering unlimited data and talk time for just $29 a month. All this has propelled the smartphone, and mobile Internet access, to maturity stages enabling mass adoption. How is this affecting consumer behaviour, the way users both consume and create information using smart connected devices?
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In trying to understand this change in behaviour, we need to be careful that we are not limiting ourselves by labelling consumers as just “smartphone” users – because doing so masks the true multi-screen experience in which they are immersed. While the smartphone plays a personal and intimate part, it is just a part in this world of multiscreen smart connected devices. We are now moving to a five-screen world – ranging, in order, from large-screen TVs to gaming consoles, laptops/ PCs, tablets, and smartphones. Content is now consumed and created across these screens. However, there are some generalizations we can apply: • TV is more about passive entertainment and relaxation. • Gaming is more about active entertainment and fun. • PCs/laptops are for information-seeking and learning (creative pursuits). • Tablets are for discovery and light reading/consumption. • Smartphones are for social activities, linking and (of course) talking. These generalizations are just that. There’s a high degree of usage overlap across screens. And content providers have started catering to this fact, mapping screen-shifting behaviours to ensure that content is ready, whenever and wherever you need it. All combinations of screen-shifting need to be accounted for. In some cases, consumers start on one screen and then jump to another for the next phase of activity – for example, checking movie times on the go and later buying tickets on another device, saving an article on a phone, to read on a larger screen later. The Pampers Hello Baby app is a great example of how the consumer packaged goods (CPG) world is working in this multi-screen paradigm: content is personal and the device optimized. Closer to home, Sobeys has launched the Moodie Foodie app, which provides productivity (in meal planning) with bite-sized information to assist in the meal preparation journey. On the functional side, banking apps (from RBC’s to ING Direct’s) all deliver a device-agnostic customized user experience. How is the marketing research industry leveraging or planning to leverage this rise of the smartphone and connected devices? Being truly consumer/respondent-centric requires that we provide device-agnostic survey/information portal access. And how do we truly leverage the smartphone as a research tool? Just adapting online surveys to fit to a mobile phone screen is not optimal.
Our industry has moved from paper surveys to telephone to online. But imagine getting respondents to complete a fifteen-minute survey on the mobile device. Let us try and adapt our standard online surveys for mobiles, or across smart connected devices. There are two ways we could deliver such a development. One way is to deliver a basic survey that can fit most of the devices. But in the interest of universal access, we have to give up on user experience. In delivering this survey to cover a wide range of access devices, we’d end up delivering to a lowest common denominator of a very plain, boring survey. The alternate is to design for a survey with a user deviceencoded delivery, like the Netflix example. This delivers the optimal user experience but may not be cost-effective in most cases. Should we then be looking at this question differently? Instead of force-fitting our current research methods to mobile screens, should we reconsider how and what we ask across these new smart devices? Can survey systems be designed to intelligently adapt to user devices and capture more relevant location-based information rather than deliver our traditional “20-attribute, 6-brand, 5-point” scale battery? Can information be captured and reported without conscious respondent input – providing, say, temperature, rainfall, humidity, ambient noise level, time of day, and date – when respondents are enjoying a cold malt beverage and then need to answer only a few direct questions on their “felt” beverage consumption experience? Lenny Murphy, editor-in-chief of the GreenBook Blog, referred to the rise of the mobiles as survey-response devices and featured this phenomenon in GreenBook’s webinar “Predictions for 2013.” The rise of mobile devices results in shortened survey lengths (to make surveys manageable on mobiles), shorter projects, streamlined research objectives, and the marrying of results across projects. These approaches mark differences from past survey research thinking, which attempted to answer all the objectives, assuming a captive online survey respondent. This development begs the question, Who will lead the charge to move to the “new and improved” mobile research model? Will the model be a client side–driven one, or will an agency identify the development as an opportunity space to leverage? Or will it serve an initiative both sides need to work on together to arrive at a solution that keeps up with the respondents’ behaviour changes? Is all of this a change the marketing research industry needs to adapt to – so as to not get left behind in the old world of traditional online surveys? vue March 2013
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The Change for Client-Side Researchers
The client/demand side needs to be comfortable with the changing world of research data collection. Moving to this phase of mobile research requires a paradigm shift in how we structure research, how we engage with research agencies, and even how we define research agencies. The shift in research design is that, instead of one survey answering all our questions, we need to be comfortable with several short surveys addressing objectives – among different sample sets and maybe even at different times. The advantage is a research design that collects rich responses that have been provided by respondents in the right frame of mind, and at relevant junctures (decisionmaking criteria while at the store shelf, diet challenges at 3:00 p.m., etc.). This multiple-survey method also provides the flexibility of revising the design or information focus midway, based on new learning unearthed in initial stages. However, this shift in research design requires a bit of unlearning – as we need to move away from our “sample size and sampling error” comfort zone since, in mobile research, the robust representative sample we’ve grown used to may not be feasible. We also need to give up the data
collection mentality of getting to know everything about the respondent. And we may even need to pay more (when viewed from the current cost per interview metric), but value-wise the new model will be more cost-efficient! The engagement models with research agencies need to be revised too, in order to allow for the above design change. Can we move to a non-project-based engagement model? For inherent in a project model is the motivation, on all sides, to maximize value, resulting in a need to address all issues in one large project. And do we bring in nonmarketing research specialists – like business intelligence and digital marketing teams – to partner with us? The consumer has moved on. Are we planning and ready to? Vinu George has been active on MRIA’s Client-Side Researcher Council for over four years. He currently leads Market Intelligence and Customer Insights at the Canadian arm of a global software giant and, in the past, has held insights roles at Kellogg, Kraft, Emirates Telecom, and TNS. He can be contacted at vinuge@outlook.com
NOTICE OF ANNUAL AVIS D’ASSEMBLÉE GENERAL MEETING GÉNERALE ANNUELLE Toronto, Ontario, January 22, 2013 Notice is hereby given that the Annual General meeting of Members of the Marketing Research and Intelligence Association (MRIA) will be held as follows: Monday, April 8, 2013 6:30 p.m. (local time) Marriott Toronto Bloor Yorkville Hotel 90 Bloor St. East, Toronto Ontario All members-in-good-standing of the Association are encouraged to attend the AGM. An Agenda for the meeting.... is posted online at mria-arim.ca/EVENTS/AGM.asp Visit www.mria-arim.ca for more information. By order of the Board of Directors Rick Hobbs, CMRP Secretary-Treasurer
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Toronto, Ontario, le 22 janvier 2013 Avis est par la présente donné que l’Assemblée générale annuelle des membres de l’Association de la recherche et de l’intelligence marketing (ARIM) se tiendra comme suit : Le lundi 8 avril 2013 18 h 30 (heure locale) Marriott Toronto Bloor Yorkville Hotel 90, rue Bloor est, Toronto Ontario On encourage tous les membres en règle de l’Association d’assister à l’AGA. L’ordre du jour de la réunion.... est disponible enligne a mria-arim.ca/EVENTS/AGM.asp Visitez www.mria-arim.ca pour obtenir de plus amples renseignements. Par ordre du conseil d’administration Rick Hobbs, PARM Secrétaire-trésorier
IN D USTRY N E W S
RRS
RESEARCH REGISTRATION SYSTEM Since 1994, the RRS has allowed respondents to verify the legitimacy of a research project; helped legislators and regulators differentiate between legitimate survey researchers and unscrupulous telemarketers, phishers and scammers; and protected the industry from unnecessary and unwanted regulation.
RRS
MRIA’s Research Registration System (RRS) has long been a cornerstone self-regulatory mechanism for the marketing, survey and public opinion research and market intelligence industry in Canada. Combined with other self-regulatory initiatives such as our Code of Conduct and Good Practice and our Charter of Respondent Rights, the RRS has paid huge dividends in protecting the industry’s positive reputation and good name with Canadians. All Gold Seal and Basic Corporate Research Agency members of the Association are obligated to register all of their research projects with the RRS, and ClientSide Corporate members are encouraged to require their agency suppliers to do so. MRIA’s Research Agency Council provides strategic, policy-level oversight of the Research Registration System, and receives aggregate data-only on the System’s performance. Questions about the Research Registration System should be addressed to Sylvie Corbeil-Peloquin, Manager, Member Services, at 1-888-602-6742 or 905-602-6854, ext. 8726 or scorbeil@mria-arim.ca or, in her absence, Interim Executive Director, John Ball, CMRP at ext. 8724 or jball@mria-arim.ca.
Rules of Conduct and Good Practice For Members of the Marketing Research and Intelligence Association (2007):
Section A (5) Members must uphold the MRIA Charter of Respondent Rights.
Charter of Respondent Rights, Article 2 You can verify that the research you have been invited to participate in is legitimate in one of two ways. You can either obtain a registration number and the MRIA’s toll-free telephone number for any research registered in the MRIA’s Research Registration System or you can obtain the contact information of the research director who is conducting the study.
THE FOLLOWING COMPANIES HAVE REGISTERED RESEARCH PROJECTS WITH THE RESEARCH REGISTRATION SYSTEM DURING OCTOBER 2012: GOLD SEAL CORPORATE RESEARCH AGENCIES Advanis Inc. Advitek Inc. BBM Analytics Blue Ocean Contact Centers Campaign Research Canadian Viewpoint Inc. Cido Research Consumer Vision Ltd. Corsential ULC Elemental Data Collection Inc. Foundation Research Group Inc. GfK Research Dynamics Harris/Decima Inc. Head Count Hotspex Inc. Ipsos Reid Market Probe Canada MBA Recherche MD Analytics Inc. MQO Research NRG Research Group Opinion Search Inc. Phase 5 Consulting Group Inc. R.A. Malatest & Associates Ltd. Research House Inc. Research Now The Logit Group Inc. TNS Canadian Facts Trend Research Inc. BASIC CORPORATE RESEARCH AGENCIES Goss Gilroy Inc. Ideaspace Research Illumina Research Partners Nexus Market Research Inc. Quality Response Inc.
www.mria-arim.ca/RRS
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QUALITATIVE RESEARCH REGISTRY (QRR) In accordance with federal privacy laws, MRIA’s Qualitative Research Registry (QRR), or Registre de la recherche qualitative (RRQ) in French, was created to provide an ongoing, user-friendly vehicle for tracking those who do not want to be contacted or should not be contacted for qualitative research studies.
QRR is a comprehensive do not call list of those who have recently participated in qualitative research studies, those who have asked not to be contacted further, and those felt by recruiters and moderators to be best served by not being contacted. These respondents are marked as “do not call” in accordance with established MRIA Standards. All field and full-service companies are encouraged to submit a list of their qualitative respondents for entry into the QRR system each month, including those who do not wish to be contacted. Participating firms will receive monthly updates of respondents to be screened from qualitative recruitment samples. QRR works effectively to increase the quality and integrity of the qualitative research process, by serving as a control to ensure respondents are not contacted more frequently than is necessary. However, the ability of the system to function effectively is directly related to the co-operation received from firms who provide recruitment services. If you are a full service research firm or field supplier that is currently participating in the Qualitative Research Registry program – thank you very much and keep up the good work! If you are not currently participating, please get involved! If you are interested in submitting to QRR, please visit the MRIA website at www.mria-arim.ca/ QRD/QualResearchRegistry.asp for further explanation and guidance on how to submit qualitative research participants’ names, along with the required electronic forms.
QUALITATIVE RESEARCH REGISTRY SUBMISSIONS SHOULD BE SENT TO: QRRQ@MRIA-ARIM.CA Submission templates and payment forms can be found at www.mria-arim.ca/QRD/QualResearchRegistryForms.asp
THE FOLLOWING COMPANIES HAVE SUBMITTED NAMES TO QUALITATIVE RESEARCH REGISTRY FOR OCTOBER 2012 ONTARIO Consumer Vision CRC Research Research House Inc. Quality Response Opinion Search Nexus Research Head Count I & S Recruiting Barbara C. Campbell Recruiting Ipsos Reid
QUEBEC MBA Recherche CRC Research Ipsos Reid Opinion Search Research House Inc.
WEST Trend Research CRC Research Opinion Search Research House Inc. Barbara C. Campbell Recruiting Ipsos Reid
ATLANTIC Head Count Opinion Search
Rules of Conduct and Good Practice for Members of the Marketing Research and Intelligence Association (2007), Section C Rules Specific to the Conduct of Qualitative Research: 20. R ecruiters should provide accurate data to the Qualitative Research Registry, where such exists, on a consistent basis and check all respondents against the Registry.
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21. M oderators buying recruiting services should give primary consideration to recruiting agencies which submit to the Qualitative Research Registry, where such a service exists, on a regular and ongoing basis.
2012-2013
AWARDS
& RECOGNITION
Awards and Recognition serve critical functions within a professional association. They provide motivation for the many volunteers upon whose efforts the association depends. They provide an opportunity for the self-promotion within the association that puts a positive face on our activities and makes people feel good about belonging to the Marketing Research and Intelligence Association (MRIA). They also serve to highlight leadership and examples of excellence, in all areas, which are powerful ways of communicating the ideals and direction of the association.
This year’s award winners will be announced at the 2013 “Bridging the Gap” Conference to be held in Niagara Falls, Ontario, June 2-4 2013 - for more information, visit mria-arim.ca/Conference2013/NEWS/index.php or come join us on Tuesday June 4, 2013 at 6 PM at Sheraton on the Falls.
Excellence Awards are generously sponsored by
Previous winners are also posted online at www.mria-arim.ca/AWARDS//ExcelAwards05.asp
BEST IN CLASS
PUBLIC POLICY IMPACT AWARD
MRIA AWARD OF DISTINCTION
Awarded for a research project that serves as a shining example to research practitioners and users.
The MRIA Public Policy Impact Award will be awarded for a research project in the broader public sector that has had a demonstrable public policy impact.
The MRIA Award of Distinction recognizes younger members of the Association who have brought distinction to themselves and to the marketing, survey and public opinion research and market intelligence industry/profession through leadership and achievement in their professional and personal lives.
EXCELLENCE BEHIND THE SCENES Awarded to recognize research practitioners whose efforts, such as data collection, recruiting, data processing and analysis or related areas, while enabling the completion of marketing research projects, are “behind the scenes” and do not have direct client contact. BEST MULTINATIONAL Awarded to research practitioners who have initiated and taken the lead in designing and implementing a marketing research project, which collects data from respondents in more than one country. BEST INTEGRATION Awarded in recognition of a research project that demonstrates successful integration of marketing research with other information sources. THE MURRAY PHILP ALTRUISTIC AWARD Awarded for a marketing research project done on a pro-bono or reduced profit basis, for a not-for-profit organization that has contributed positively to the individuals, groups or communities that form part of our Canadian network, that it was meant to help.
CLIENT-SIDE RESEARCHER IMPACT AND EFFECTIVENESS AWARD MRIA’s Client-Side Researcher Impact and Effectiveness Award recognizes a member, employed as a Client-Side Researcher Corporate member of the Association, for outstanding achievements over the past year which have served to elevate the stature of marketing, survey and public opinion research and market intelligence at senior decision-making levels of his or her own organization. MRIA AWARD OF OUTSTANDING MERIT The MRIA Award of Outstanding Merit recognizes conspicuous and sustained service to or on behalf of MRIA or the marketing, survey and public opinion research industry/profession. Such sustained service may have been rendered to MRIA (or one of its predecessor Associations; or some combination thereof); to related industry/ professional groups; or to the community and society generally.
As the Award is intended to honour younger members of the Association, the age of 40 years has been established as the cutoff for eligibility. GRASSROOTS VOLUNTEER LEADERSHIP AWARD MRIA’s Grassroots Volunteer Leadership Award recognizes sustained service to the Association – or, through the Association, to the industry/profession more broadly – which has not been rendered in an MRIA national volunteer leadership capacity. Such service must have been delivered over a period of at least two consecutive years. CHAPTER MERIT AWARD MRIA’s Chapter Merit Award recognizes the MRIA Chapter that has demonstrated the strongest support for one or more elements of MRIA’s current Strategic Plan or its immediately previous Strategic Plan during the past year. This support may have been demonstrated through a new initiative or a special program launched during the year; a single event or Chapter activity; or refinements to an existing program.
The 2012-13 Judging Panel will be finalized in March and Deadline for Nominations is April 15, 2013. To download nominations Forms visit http://www.mria-arim.ca/AWARDS/ExcelAwards04.asp
IND USTRY N E WS
PEOPLE AND COMPANIES IN THE NEWS •T o read more news online, or to submit your “People and Companies in the News,” s imply fill out our online form at www.mria-arim.ca/PEOPLE/People.asp.
• The Vue editorial team reserves the right to select and edit your submission for appearance in Vue. • MRIA is neither responsible for the accuracy of this information nor liable for any false information.
Unilever’s Shaw, General Mills’ Kermisch to Lead BAA’s Board of Directors – Holbrook Becomes Chairman Emeritus – The Brand Activation Association (BAA), formerly the Promotion Marketing Association (PMA), has announced that Marc Shaw, Director of Shopper Marketing for Unilever North America, has been elected Chairman of the Board and Pam Kermisch, Integrated Communications Director, General Mills, has been elected the new Vice Chairman for the 2013–2015 term. www.pmalink.org Vue Article Reprinted with Permission in IP e-Newsletter – The Vue article, entitled “Wayback to the Future of Online Evidence” by Ruth M. Corbin and John McKeown was reprinted with permission in IP e-Newsletter, a Canadian Intellectual Property, Technology and Branding Law e-newsletter. www.gsnh.com/ Leger – The Research Intelligence Group is pleased to announce its recent acquisition of Researchology, a Toronto market research firm specializing in the pharmaceutical sector. Researchology is recognized for the quality of its customized qualitative and quantitative product research for a number of major North American pharmaceutical companies. The firm’s two partners, Rachelle Deshaies and Sergey Veselovsky, have joined the management team of Leger Toronto, which includes vice-presidents Dave Scholz, MA Psychology and Dr. Chuck Chakrapani. www.leger360. com Google has acquired retail sales tracking firm Channel Intelligence (CI) for $125 million in cash, from holding company ICG Group. The transaction is expected to close this quarter. CI tracks online retail sales across a number of categories ranging from computing to consumer packaged goods. Its data-driven services include “where-to-buy” product search engines, and the company claims to track nearly 15% of all U.S. transactions online, equivalent to around $2 billion in sales annually. www.google.ca
Ipsos Restructures North American Management – Pierre Le Manh has stepped up to the role of CEO of Ipsos in North America, replacing Jim Smith, who becomes Special Advisor to co-Presidents Jean-Marc Lech and Didier Truchot. Le Manh (pictured) joined the company in 2004, prior to which he was a Consultant at Accenture, Finance Director of Adami, and Chairman and CEO of Encyclopaedia Universalis. He then went on to occupy various management roles with Consodata before being appointed its CEO in 2002. Smith joined the company in 2005 with a particular knowledge of the consumer products sector, having spent the first 20 years of his career at Procter & Gamble (P&G). After this, he was appointed President of Gerber Baby Food Company, led ConAgra’s frozen foods division, and was Chairman and CEO of Aurora Foods. www.ipsos.ca The Marketing Research Institute International (MRII), in conjunction with the University of Georgia (UGA), announced that it is developing an online marketing research course covering mobile marketing research. Reg Baker, Market Strategies International (retired) will edit the course which will be jointly written by Ray Poynter, author and Director of the Vision Critical University (UK) and Navin Williams, CEO of Mobile Measure (Shanghai, China). The course will be finished mid-2013. Mobile Marketing Research Course Developers Reg Baker Editor
Ray Poynter Writer
Navin Williams Writer
For more detailed information on the Principles programs, go to: www.principlesofmarketingresearch.org
People and Companies in the News sponsored by:
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IN D USTRY N E W S
Apple’s revenue may have missed expectations as sales of the iPhone reportedly disappointed. However, data from leading independent digital marketing agency, Greenlight, shows no slump in the number of online searches pertaining to iPhones, in the lead up to Christmas. In fact, search volumes for the term “iPhone 5” saw a dramatic 594% jump. However, the opposite was true for the term “BlackBerry.” Just recently, its inventor, Research in Motion (RIM), showed off two new smartphones for its newly built BlackBerry 10 operating system. www.greenlightdigital.com Vision Critical, the leading provider of insight communities, today released its Brand Equity Relationship Assessment (BERA) platform by teaming with MicroStrategy® Incorporated (Nasdaq: MSTR) – a leading worldwide provider of business intelligence (BI) and mobile software and Applied Predictive Technologies (APT), the world’s largest pure play cloud-based predictive analytics company. Built on Vision Critical’s Insight Community technologies, BERA will launch a real-time assessment of over 4,000 brands across 200 categories. With one million consumer participants scheduled for 2013, the platform allows businesses to understand the impact of decisions on a brand both today and in the future. www.visioncritical.com/bera Millward Brown Unveils Brand Success Framework – which it claims “cracks the code” for how brands drive financial growth for their organizations. Following a year-long study of more than 50,000 brands, the company has introduced the new “Meaningfully Different Framework,” which it says will serve as the backbone for all its existing solutions and brand advisory
services. The first offer to use this model is the company’s signature BrandDynamics solution, which will launch in April. www.millwardbrown.com Nielsen Loses Australian Radio Contract to GfK – After 66 years delivering Australia’s radio ratings, Nielsen Media has lost the contract to GfK, to whom national industry body Commercial Radio Australia (CRA) has awarded a three-year deal starting next January. The new contract will include mobile data capture and online recruitment for the first time, as well as an e-diary for computers, tablets and mobile phones, synchronised across the Internet and compatible with all operating systems. From the first survey in 2014, there will be a minimum of 20% of survey participants recruited online and completing the e-diary. GfK won the contract after a fivemonth tender process involving the Australian Broadcasting Corporation (ABC), the Media Federation of Australia (MFA), and the Australian Association of National Advertisers (AANA). www.commercialradio.com.au and www.gfk.com CICIC Research Rolls Out Enhanced Dashboard and Portal Functions – As the market for consumer insight evolves, the need to change the way this insight is delivered has also changed. In response to this, CICIC Research has rolled out enhanced dashboard and portal functions for all of its studies. Through the creation of custom dashboards, CICIC’s clients are able to have real time access to key metrics and other critical measures. Founded in 2008, CICIC Research is a specialist in the area of strategic research, customer insights, public opinion polling and data collection. http://cicicresearch.com/
EVENTS
MARK YOUR CALENDAR MRIA PRESIDENT’S TOUR 2013 • Western Canada – week of March 11 • Eastern Canada – week of March 25 MRIA AGM April 8 in Toronto MRIA CMA CX CONFERENCE April 11 in Toronto QRD Webinar April 17 and May 1 MRIA 2013 NATIONAL CONFERENCE June 2-4 in Niagara Falls MRIA IPD CMRE EXAM June 28 in Toronto QRD Qual in the Fall Conference October in Toronto
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P ROFESSIONAL DE VE LO PME NT
A MESSAGE FROM THE CHAIR OF MRIA’S EDUCATION COMMITTEE
The Future of Professional Development MRIA Institute for Professional Development
Fergus W. Gamble, CMRP This was the topic of a recent meeting convened by Cam Davis, one of our profession’s strongest leaders in the knowledge and promotion of new approaches to marketing research. The participants included representatives from the MRIA executive, the MRIA Professional Development and Certification Committee, research suppliers, and four academic institutions. Cam moderated the session, but unlike a typical focus group, the moderator was one of the key participants. During the discussion several very clear points emerged. The MR world is changing and changing rapidly.
There may be debate as to how quickly, but no one doubted that major changes are already happening in the role of MR. There was agreement regarding the potential for a complete restructuring of how marketing people get their information and direction. MR as it is practised today may not survive unless it adapts and becomes the leader of change using its interpretive skills. It was readily agreed that the researchers’ role has already changed radically from supplying numbers, to supplying conclusions, to supplying insights, to today’s need to supply not just information but the solutions, and to possible involvement in developing them. These changes point to the need for new education initiatives. Canadian MR is lagging behind in the education and use of developing research methods and technologies.
Sadly, there was relatively widespread agreement with this perspective, although there was some debate as to length of the lag. It might be understandable as Canadian MR does not usually tend to be on the leading edge of the market. However, it was pointed out that with the global potential now available and the success of Canadian niche approaches, we can be leaders rather than followers. JOBS! JOBS! JOBS!
Sound familiar? Indeed, jobs are very much at the focus of professional development. Students take MR courses with the 34
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perspective that they will get jobs, or get better jobs, or get better Institut de développement at their jobs. Academia wants its students to get jobs because professionnel de l’ARIM this is the goal of its courses and its measure of success, and means jobs for instructors and administrators. Employers want to have a supply of bright, capable and hard-working students to Institute for Professional Development MRIA fill the jobs theyInstitute have tofor offer. This agreement certainlyprofessionnel gave the Institut de développement Professional Development session an initial synergy to discuss the goals of new educational offerings. Challenges!
As an industry association, the MRIA needs to continue to address the changes that we see coming to the market. The Professional Development and Certification Committee is already faced with significant challenges in other areas. However, we cannot ignore the need to develop programs to address emerging methodologies in the near future that will lead to a new MR role. From the academic educational standpoint, there are regulatory limitations to the addition of courses within post graduate institutions. Unfortunately, these rules tend to suppress the adoption of teaching the latest techniques. This leaves the MRIA to start the process. It’s a start!
As a tentative step, this ad hoc group strongly agreed on the value of this session, and we agreed to continue this critical discussion in the future to further the development of the new MR. Thanks go particularly to Cam Davis for initiating this meeting, and to all the attendees for giving their time, and to Hotspex for hosting the session. Fergus Gamble, CMRP is the chair of the Professional Development and Certification Committee of the MRIA and a member of the MRIA Board of Directors. He has been a practising market researcher for over 35 years.
P ROFE SS IONAL DE VELO PMEN T
GET YOUR CMRP DESIGNATION! The CMRP (Certified Marketing Research Professional) designation signifies a high level of knowledge and capability in marketing research theory and practice, and adherence to rigorous ethical standards set out in MRIA’s Code of Conduct and Good Practice.
BY ACHIEVING A DESIGNATION YOU: • Confirm your broad competency and mastery of theoretical and practical knowledge required to maximize value to your organization and clients; • Better position yourself for career advancement and greater earning power; • Demonstrate your commitment to continued professional development and to upholding the highest level of professional ethical standards.
The CMRP can be obtained by writing the Comprehensive Marketing Research Exam (CMRE). The next CMRE will be held on June 28, 2013. Application deadline: May 31, 2013. Apply now!
CMRE PREP WORKSHOP: PREPARE FOR THE EXAM! A Prep Workshop is available for those who want to brush up on material and on exam techniques, to prepare for the CMRE. This two-day CMRE Prep Workshop will be offered in Toronto on June 5-6, 2013 and in Winnipeg on May 2728, 2013. The enrolment to this unique Workshop is limited to 15 registrants per workshop, so don’t delay and reserve your seat TODAY.
102-ETHICAL ISSUES AND PRIVACY IN MARKETING RESEARCH
This course introduces participants to the key ethical concerns in the management of the research process. The course focuses on the responsibility of researchers to the public, users of marketing research, clients, and suppliers. This is a mandatory course for all CMRE writers, with the exception of RAP and MBIR graduates. This course will be offered in Toronto on on May 27. Register early and save $100!
MRIA Institute for Professional Development
For more information on the CMRE, please visit: www.mria-arim.ca/EDUCATION/CMRE.asp Institut de développement or contact us at education@mria-arim.ca professionnel de l’ARIM
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P ROFESSIONAL DE VE LO PME NT
CANADA’S LEADING PROVIDER OF MARKETING RESEARCH EDUCATION FOR PROFESSIONALS
LAST CHANCE! LAST CALL!!
GET ‘EM BEFORE THEY’RE GONE!!!
This is your FINAL chance to register for these courses before the cutoff! Don’t delay, act today!! Final Registration Deadline: March 7, 2013 Location: Toronto
MCP 20
204-Qualitative Marketing Research Course Date: March 21, 2013
March 8, 2013 Location: Toronto
MCP 20
403-Advanced Qualitative Marketing Research Course Date: March 22, 2013
March 8, 2013 Create Winning Research Presentations and Reports that Deeply Connect MCP 20 Location: Toronto with your Audience (Communicating Insights) Course Date: March 22, 2013 March 13, 2013 Location: Toronto
MCP 20
SPSS: Analyzing Survey Data: An Introductory Workshop Course Date: March 27, 2013
THE EARLY BIRD GETS THE WORM…
AND SAVES $100!!!
Be proactive and save $100 off the regular price! The course stays the same but the price does not! EARLY BIRD CUTOFF March 13, 2013 Location: Toronto
MCP 40
SPSS: Analyzing Survey Data: An Advanced Workshop Course Date: April 10-11, 2013
March 21, 2013 Location: Toronto
MCP 20
Writing Results Workshop Course Date: April 18, 2013
March 27, 2013 Location: Toronto
MCP 20
Measuring Customer Satisfaction: Advanced Analytical Techniques Course Date: April 24, 2013
March 29, 2013 Location: Edmonton
MCP 20
302-Market Intelligence Course Date: April 26, 2013
April 2, 2013 Location: Toronto
MCP 40
402-Advanced Analysis Techniques Course Date: April 30-May 1, 2013
MRIA Institute for
Professional Development
36
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Institut de développement professionnel de l’ARIM
For more details or to register, visit our website at www.mria-arim.ca/EDUCATION/default.asp
COLUMNISTS CONTEXT IS EVERYTHING! Mobile Research: The Memex in Action Isabelle Landreville Sylvestre Marketing
In July 1945, an essay by Vannevar Bush entitled “As We May Think” spoke of the “memex,” a tiny personal device which each of us would carry containing our books, our music and our entertainment, as well as an “enlarged intimate supplement to one’s memory.” In 2013, this vision has become reality. The tools and technologies of the digital era have been kind to the world of marketing research. While most quickly think of the beauty of pie charts, statistics and quadrants, few grasp the incredible potential of the real-time tools available for qualitative marketing researchers such as ourselves. Increasingly, digital tools have enabled qualitative researchers to be entirely in situ with consumers – and this through complete willingness and habit of those consumers. Mobile research is an ever-evolving, ever-growing expanse
of possibilities, evolving from phone calls, to SMS, to the ubiquitous text message. No longer is qualitative research bound by the burden of hindsight or the inaccuracy of memory. In fact, digital research tools have rendered a great many of the criticisms that face qualitative research obsolete. Certainly, it remains the role of the researcher to draw insights from the multitude of texts, photographs and videos respondents provide – but the raw data remains a subjective yet factual reflection of the consumer’s impressions. As digital tools continue to evolve and become rooted in real-time events and impressions, lives become codified and organized by their capturing. Instagram, Facebook, Twitter: What are these social media tools if not a representation of mindfulness – a truly contextualized, realtime capturing of a transient moment, willingly captured and delivered? Consequently, self-ethnographic and mobile research has never been more insightful, more accurate or more trustworthy. Digital tools, the “memex” of our era have become a supplement to memory, and our tools to contextualization.
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COLUM N ISTS
BRAVE NEW WORLD
THE COURT OF PUBLIC OPINION
It’s Time for a Retail Reinvention
Some of the Best Things in Life are Free, Including
Leanne Bodnar
Music Snippets
Fresh Intelligence Research Corp.
Ruth M. Corbin, CMRP CorbinPartners Inc.
Emerging technologies, new platforms and evolving digital tools are changing the way audiences consume media, connect with brands and ultimately make purchase decisions. With the rise of smartphones, tablets and social media, today’s empowered consumers are seeking out information, interacting with brands and sharing their experiences all while shopping on the go. While the old path-to-purchase model worked well with traditional media and brick-and-mortar stores (it was linear and predictable, starting with an ad and ending with an in-store purchase), today’s digital path-to-purchase is non-linear, with multiple touch points and interactions. Consumers are doing everything from downloading digital coupons from QR codes while shopping, to holding up their smartphones on a street to see where the best restaurant deals are. It’s a seismic shift that is reshaping the marketing and media landscape. To better understand how these cultural changes are altering the way consumers shop for everyday products, Fresh Intelligence conducted a mobile quantitative study across Canada to gain meaningful insights into how in-store technology influences shopping decisions. EBay defined e-commerce, now we need to compete. Retailers need to use technology to create an in-store experience exciting enough to compete by delivering an experience that is as convenient, user-friendly and as compelling as shopping online. As technology and screens start to invade our retail landscape, don’t eliminate the sales associate; empower them. The technologically enhanced sales associate armed with a tablet has the power to share much of the same experience and has the benefit of gathering rich and detailed data about the potential purchaser. This tool would enhance what a shopper might be able to experience on their own from the comfort of their own home. It may not always be profitable at first for businesses to invest in this technology, but it is certainly going to be unprofitable not to. 38
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A recent decision by the Supreme Court of Canada permits music lovers to sample 90-second snippets of songs – free of any copyright royalty payment – before deciding to pay to download the entire song. The decision is part of a much bigger legal reality: copyright law now explicitly makes way for consumer perspectives. The 2012 landmark decision, SOCAN v Bell Canada (2012 SCC 36), tested the limits of fair dealing. “Fair dealing” is a provision in the Copyright Act describing certain allowable circumstances for making copies of copyrighted material that would otherwise constitute infringement. Use for “research” is one of those circumstances. The SOCAN decision related to free previews of musical works used by customers prior to purchase on a commercial website such as iTunes. SOCAN, the organization representing music professionals, had filed a request for royalties to be paid not only for musical works downloaded from the Internet, but also for previews, which consist of 30to 90-second excerpts of musical works that can be listened to by consumers prior to purchasing the work. SOCAN argued that even music previews contain original copyrighted content of the artists, who should be compensated with royalties. SOCAN disputed its opponents’ claim that previews were part of the fair dealing “research” exception in the Copyright Act. SOCAN argued that research is properly part of a broad creative process, which did not apply to the use of previews; the purpose of providing previews by the online service providers, said SOCAN, was to make sales, pure and simple. The Supreme Court disagreed with SOCAN’s definition. The purpose of “research,” it said, should be analyzed from the perspective of the ultimate consumer, not the online service provider. The consumer’s purpose is indeed to conduct research to identify which music to purchase, and the dictionary definition of research does not require an element of creative pursuit. Moreover, “fairness” is served because song previews are of short duration and inferior quality, and thus would not compete with the musical works themselves. According to this momentous decision, market perceptions are relevant to Copyright Law and must be considered. It’s music to the ears.
Connections
2600 Skymark Avenue Building 4, Unit 104 Mississauga, Ontario L4W 5B2 Tel: (905) 602-6854 Toll Free: 1-888-602-MRIA (6742) Fax: (905) 602-6855 Website: www.mria-arim.ca Visit us on LinkedIn and Facebook
Marketing Research and Intelligence Association L’Association de la recherche et de l’intelligence marketing MRIA 2012-13 Board of Directors
OFFICERS PRESIDENT PRESIDENT-ELECT VICE-PRESIDENT SECRETARY-TREASURER INTERIM EXECUTIVE DIRECTOR
Sandra Janzen Anastasia Arabia Shane Skillen, CMRP Rick Hobbs, CMRP John Ball, CMRP
Ipsos Reid Trend Research Inc. Hotspex Inc.
DIRECTORS MRIA PRESIDENT PRESIDENT-ELECT PAST-PRESIDENT (EX-OFFICIO) AT-LARGE AT-LARGE AT-LARGE AT-LARGE BUSINESS-TO-BUSINESS RESEARCH DIVISION CHAPTER COUNCIL CHAPTER COUNCIL CLIENT-SIDE RESEARCHER COUNCIL CLIENT-SIDE RESEARCHER COUNCIL QUALITATIVE RESEARCH DIVISION RESEARCH AGENCY COUNCIL RESEARCH AGENCY COUNCIL WESTERN CANADA REGION ONTARIO REGION QUEBEC REGION ATLANTIC CANADA REGION
Sandra Janzen Anastasia Arabia Kimberlee Niziol Jonas Fergus Gamble, CMRP Rick Hobbs, CMRP Shane Skillen, CMRP Cora Waters, CMRP Tricia Benn Carolyn O’Keefe, CMRP Tracy Bowman, CMRP Joseph Chen John Tabone Margaret Brigley, CMRP Ruth Corbin, CMRP Amy Charles Dave McVetty, CMRP Kristian Gravelle Christian Bourque, CMRP Carol Wilson, CMRP
Ipsos Reid Trend Research Inc. GlaxoSmithKline Radix Market Research
MRIA
Hotspex Inc. Independent Marketing Research Rogers Connect Market Research & Client Services MQO Research Unilever Canada Canadian Institute of Chartered Accountants Corporate Research Associates CorbinPartners Inc. Ipsos Reid Parks Canada Kraft Canada Inc. - Consumer Insight & Strategy Group Leger Spielo International
MRIA 2012-13 Portfolio Chairs BUSINESS-TO-BUSINESS RESEARCH DIVISION CHAPTER COUNCIL CLIENT-SIDE RESEARCHER COUNCIL DEAN OF MRIA INSTITUTE FOR PROFESSIONAL DEVELOPMENT PROFESSIONAL DEVELOPMENT & CERTIFICATION GOVERNMENT RELATIONS INTER-ASSOCIATION LIAISON LITIGATION AND REGULATORY RESOURCES COMMITTEE MARKET INTELLIGENCE MARKETING AND COMMUNICATIONS MEMBERSHIP PUBLICATIONS QUALITATIVE RESEARCH DIVISION RESEARCH AGENCY COUNCIL STANDARDS
Maggie Weaver Shaftesbury Associates Carolyn O’Keefe, CMRP MQO Research Joseph Chen Unilever Canada Stephen Popiel, CMRP GfK Canada Fergus Gamble, CMRP Radix Market Research Don Mills, CMRP, FMRIA Corporate Research Associates Roland Klassen, CMRP Cido Research Ruth Corbin, CMRP CorbinPartners Inc. Eleanor Austin Shane Skillen, CMRP Hotspex Inc. Dave McVetty, CMRP Parks Canada Stephen Popiel, CMRP GfK Canada Margaret Brigley, CMRP Corporate Research Associates Ruth Corbin, CMRP CorbinPartners Inc. Don Williams NADbank Inc.
MRIA 2012-13 Chapter Council/Chapter Presidents CHAPTER COUNCIL CHAIR ALBERTA ATLANTIC CANADA BRITISH COLUMBIA OTTAWA PRAIRIE QUEBEC TORONTO
Carolyn O’Keefe, CMRP Carolyn Kildare Carolyn O’Keefe, CMRP Adam DiPaula Inga Petri, CMRP Tracy Bowman, CMRP Daniel Brousseau, CMRP Leah McTiernan, CMRP
INTERIM EXECUTIVE DIRECTOR ADMINISTRATIVE ASSISTANT/ACCOUNTS PAYABLE CLERK CONTROLLER MANAGER, COMMUNICATIONS & MANAGING EDITOR, VUE MANAGER, PROFESSIONAL DEVELOPMENT & CERTIFICATION MANAGER, MEMBER SERVICES MEMBER SERVICES & EVENTS COORDINATOR
John Ball, CMRP Etta Wahab Lucy Pizunski Anne Marie Gabriel Fania Borok Sylvie Corbeil-Peloquin Erica Klie
MQO Research Mercer MQO Research Sentis Market Research Inc. Strategic Moves TNS Canadian Facts Ipsos ASI
MRIA STAFF TEAM Ext. Ext. Ext. Ext. Ext. Ext. Ext.
8724 8721 8722 8723 8730 8726 8727
jball@mria-arim.ca ewahab@mria-arim.ca lpizunski@mria-arim.ca amgabriel@mria-arim.ca fborok@mria-arim.ca scorbeil@mria-arim.ca eklie@mria-arim.ca