By Jackie Lorch
This year, ESOMAR and SSI share milestone anniversaries.
ESOMAR is celebrating 70 years as the international research association, promoting the value of research and providing ethical and professional guidance to its members.
SSI marks 40 years of partnering with researchers to help them get reliable, accurate data for their research. From its roots creating the first-ever commercially available telephone sample to today providing multi-mode access to millions of respondents across the globe and a range of other research services, SSI has seen many changes in its four decades.
Anniversaries are a good time to look back at where we’ve been – and ahead to where we’re going.
MR of Days Gone By
The basic goal of market research has always been finding the right people, asking them the right questions and understanding their answers. In the 1930s, Daniel Starch was a research pioneer in on-the-street surveying to gauge the effectiveness of ads in newspapers and periodicals.
Gallup took Starch’s methods a step further with “aided recall;” withholding ads and asking respondents to rely on their memories of ads they had encountered and where they had seen them. Today we recognize that relying on recall is far from optimal. It is very difficult for someone to remember what ads they have seen or which products they bought and how much they paid.
Focus groups and in-person interviews allowed researchers to spend more time with respondents, but a big leap forward in research came with the arrival of commercially-available random digit telephone sampling in the 1970s. This is when, some would say, our industry perfected the art of calling people during dinner!
Phone technology made finding and surveying people easier and cheaper, but the rise of call-screening, mobile phones and number portability (so that one’s area code no longer identified where someone lived) made phone methodologies more challenging and expensive to execute.
Online research arrived in 2000. Online self-completion survey research was faster and more cost-effective than using live telephone interviewers. But the industry made few changes to questionnaires to accommodate this new method, and without an interviewer to encourage and clarify, there were quality challenges in the early days. More recently, lower response rates and respondents’ preference for giving their opinions on their cell phones has created challenges for this methodology too.
Market Research Today
Technology continues to transform research, and the pace of change is increasing, even for an industry that has been notoriously slow to change and adapt. Today, researchers are finding new and innovative ways to use mobile to engage with respondents: apps, geo-location, and in-context diary feedback among others.
We still have much to learn. Some of the biggest challenges facing researchers today are:
- Getting people to give us their opinions: We must make the respondent experience central to our research efforts.
- Maintaining trust in research data quality: We have made big strides in using technology to prevent fraud and identify inattention but we must continue to work to ask the right questions and let people answer them when and where they choose if we are to get the richest, most accurate data.
Delivering insights at the speed of today’s business: Using technology to automate many aspects of research will allow researchers to focus instead on what they do best: identifying the research problem, crafting a solution and telling the story. And automation can help researchers do this faster and more efficiently than ever before.
Demonstrating value and staying relevant: If business people can now ask their own questions and do their own analyses using DIY tools and dashboards, how does research earns its keep and demonstrate its specific value to customers?
Market Research of the Future
Where is market research headed next? In the next decade or so:
- Much of what we do today with human labor will be done by machine.
- We’ll ask a fraction of the number of questions we do now and use secondary data to understand much of the “who, what, when and where.” This should make for a shorter, easier and more pleasant experience for the people who give us their opinions.
- People’s attitudes to sharing data will evolve. This, along with data privacy legislation is likely to significantly impact the data we can access. Today people are concerned about how their personal data is stored and used, but they still use social media, play location-based games, and automate their homes with app-based devices. Will privacy concerns outweigh convenience or fun at some point? Advances like implanted microchips will push the envelope.
- The Internet of Things: Smart devices in private homes are just the beginning. Cities like Barcelona are already using smart, networked technology like street sensors and LED lights to anticipate citizens’ needs and reduce energy waste and pollution. How can we tap into the vast number of networked objects to better understand and anticipate people’s needs – without being overly intrusive and seeming “creepy?” Balancing convenience against the risk of intrusiveness will be a major challenge.
- Biometrics and neuroscience. The ability to easily track activity via biometrics, and to measure emotion by understanding changes within the brain is in its infancy, and has many potential uses in research. Will it become commonplace to tap into people’s brains to predict their behavior more accurately than simply asking them?
Regardless of how we find the people and collect the data, the fundamentals – knowing who we want to understand better and what we want to know from them, then correctly interpreting their data – will remain. Getting reliable data about how humans think, feel and behave is a timeless need.
Jackie Lorch is VP Global Knowledge Management, SSI
By Alexander Shashkin
The Second Russian Research Week (www.researchweek.ru) was conducted in Moscow and other Russian cities in March 13-17, 2017. The event gathered over 4000 participants, including research suppliers, clients, media, government, NGO’s, and students. 18 different events were held during the course of the week under the umbrella topic of ‘Future’. Researchers discussed the future of society for the next 10-20 years as well as the future of sociological and marketing research itself. How such instrument and technologies as big data, online panels, face recognition, virtual shopping environment, geomarketing solutions and many other will change the research that we know today?
Finally the African Market Research community found its place on the busy agenda of conferences being organised all over the world!
16 and 17 February 2007 are the dates when the African Market Research Association (AMRA) will be officially launched at the AFRICA Forum 2017 to be held in Johannesburg (South Africa).
This first Africa Forum is organized by AMRA and event partners AMISE in Morocco, MSRA in Kenya, NiMRA in Nigeria, SAMRA in Southern Africa, and ESOMAR World Research: it will set the African Agenda for market research (including social research and opinion polling).
It will be a moment of celebration! The programme which has been developed by a group of experts representing the event partners will demonstrate excellence and inspiration throughout the two days of activities.
Four undeniable reasons for joining the Africa Forum
- Be part of History: the Africa Forum will mark the official launch of the African Market Research Association (AMRA). Being there will be of significant importance for marking this historical moment!
- Shape the Future: the launch of AMRA means that you can help shape the agenda for the African Market Research community: a key resource for the industry in Africa and for those who look at Africa as the place to grow their business. The Africa Forum will be the catalyst for the future of the Market Research industry in the continent!
- Build your Africa Network: research agencies, clients, advertisers, service companies coming from across Africa and the world will be there and will be eager to network, make new contacts, meet colleagues and share experiences – This is indeed a unique opportunity to have the very best of the Market Research industry representing the African continent all in one place. How can you resist the temptation of being there!
- Share and Learn: …and finally…the Africa Forum programme will ignite sharing of innovations and contribute to the body of knowledge in Africa.
To celebrate the journey ahead, an impressive line-up of African and international speakers awaits delegates at this once-in-a-lifetime two-day event
Opening speaker Berenike Ullmann is Vice-President, Consumer and Market Knowledge, for Procter and Gamble IMEA (India, Middle East and Africa). She is a champion of consumers and expert in research and African life. She has spent more than 30 years doing consumer understanding work in China, Asia, the Middle East, Africa, Central and Eastern Europe. Berenike will be sharing her thoughts about the transformation of consumers and markets and hence of research needs, using examples from Africa, China, the Philippines and other emerging markets, for inspiration.
Swaady Martin is the founder and CEO of the SWAADY GROUP, a woman-owned social enterprise; transforming African agricultural commodities locally to contribute to the reversal of the African commodity trap. The group’s pioneer brands, YSWARA and AKRAFO, are perceived amongst Africa’s leading luxury and premium brands and are present at recognised luxury retailers in 15 countries in Africa, USA, Europe, Middle-East and Asia. Swaady has received recognition and numerous distinctions and awards from big names such as Forbes, Oprah Winfrey and Aljazeera. She is also the author/creator of the “Luxe Ubuntu” concept, an inclusive luxury business model providing economic value and meaningful income to all the members of the supply chain, who participate in the production of luxury products.
Storytelling is one of the most important techniques for presenting research, and storytelling is a strong African tradition that cuts across African cultures, and Africa should be leading the way globally, when it comes to storytelling. Gcina Mhlophe has been writing and performing on stage and screen for over 20 years. She is South Africa’s favourite storyteller, and maintains that storytelling is the information technology of yesteryear. “For as long as there have been people in the world, there have been stories – long before all the great respectable sciences were known to us”. Gcina feels that the well-known traditional tales of Africa have worldwide appeal, as they recur in different versions in many other parts of the world. Gcina’s writings have been translated into German, French, Italian, Swahili and Japanese. She has received awards from BBC Africa, the Edinburgh Festival, Sony, London Open University and the University of KwaZulu-Natal, amongst others.
More than 30 carefully selected presentations will cover topics such as
- African client perspectives
- Digital research
- Technology and research in Africa
- Neuro marketing research
- The future of the insights function
- Research and corporate decision making
- Professional standards
- Opinion polling in Africa
- Socio-economic classification systems
- The challenge of sampling and weighted data in Africa
- Motivating research participation
- The marketing of market research
- Young Africans and the future of Africa
- Intercultural consumer understanding
- Using social networks for research
ESOMAR is proud to be an AFRICA Forum 2017 partner. We look forward to supporting AMRA and ensuring that the Africa Forum will become an established appointment in the calendar of market research professionals in Africa and beyond.
This is your chance to be part of history: visit www.africanmra.org for programme details and to book – space is limited!
By the ESOMAR USA Representatives
Although North America was unable to retain fastest growing market for research for a second year running, the overall market size has increased by almost 20% according to the latest ESOMAR Global Market Research report. But, while the overall market growth figure may have implied a slowing down, the market measure has expanded to include two additional new sectors, giving the region a net growth of 0.5%. Following on from this we asked the ESOMAR representatives in the US about the challenges, opportunities and trends in their market.
Did someone say mobile? Again?
As this series of articles continue, having looked at the LATAM, APAC an MENAP regions, we do indeed see the same patterns emerging, even more so in a developed market such as the United States. It’s of course, the conversation about mobile and internet penetration rearing its head again. Jackie Lorch, Vice President, Global Knowledge Management, SSI USA, comments, “With online penetration approaching 90%, online is the go-to data collection methodology, and don’t even think about fielding a questionnaire that can’t be completed on a mobile phone.” Yet, although this knowledge is commonplace, it doesn’t mean the industry has caught up yet. With US smartphone penetration near 60%, survey participants are increasingly choosing to take surveys on mobile devices. Lorch observes, “The industry has not made it a priority to put participants first and design mobile-friendly questionnaires. Likewise mobile in-the-moment research presents wonderful opportunities to interact at the moment of decision-making with video or image capture. Yet we have largely failed to engage.”
This sentiment is echoed by Melanie Courtright, EVP, Products and Client Services, Research Now. “The biggest challenge is learning how to evolve for mobile devices — the questionnaires themselves have to change, and we are really struggling with moving fast enough in America.” Although the market research world might be lagging behind, there are big opportunities here, comments Courtright, “Biggest opportunity is in automation of basic research types so that through standardization we can integrate other forms of data better and spend more time on interpretation and make decisions more quickly.”
While the rest of the world might have an inbuilt stereotype of Americans (can anyone blame them, Donald Trump anyone?) – it couldn’t be further from the truth. Lorch comments, “Most of the stereotypes you have heard about America are exaggerations. Most Americans enjoy foods other than burgers, fries and buckets of cola and many are well-informed about and interested in other countries in the world!” Indeed, Courtright observes, “The US is very diverse, both in business and with consumers. It’s like many small countries grouped together, so to try and approach it as one market is not possible.”
The US shouldn’t be treated as one country – this is a population of almost 319 million people, spanning across more than 9 million km. That’s a lot of people, can we really expect them to have the same thoughts and opinions? Lorch expands on this further, “Different geographies, attitudes and cultures can be found within its borders. You’re likely to find doing business in the fast-paced, intense, “in-your-face” culture of New York City different from the more laid-back, proudly non-conformist, technology-driven Northern California, for example. Street signs you may see along the way help tell the story!”
Very visible in the US, but not just limited to here, is a major new societal trend that will impact research – fragmentation – in almost every aspect of modern life. Lorch notes, “From people’s time and attention, the data sources they use, their digital device habits, to the diversity of their beliefs, lifestyles, attitudes and interests. Institutions in the media, government and communities that used to help define large groups among the population have largely vanished to be replaced by customisation of the individual experience to a massive degree. As society fragments, are our traditional research taxonomies relevant anymore? We still group people by age, by ethnicity, by geography, in ways that haven’t changed for generations. We should instead consider life stages, and new attitudinal groupings as ways to better understand the consumer. This is equally true for B2B research where titles, responsibilities and purchase patterns are changing rapidly and we need to target based on the reality of today’s job functions and responsibilities.”
There are many trends impacting on America, and indeed society at large, none more so than technology. Lorch comments, “The idea of technology as not just enabler, but also driver of our business is a phenomenon noted by Unilever’s Stan Sthanunathan. Technology has made research more efficient, and improved its quality for companies who have invested in it. Now technology is doing more: actively directing where research will be and go in the future. It is taking over many research tasks that humans used to do. The challenge is that powerful technology and the expertise to run it is usually only available to the larger players, so many smaller enterprises need to find a new raison d’etre, or risk being swallowed up.”
Big data and the internet of things will also shape the future of market research, but we first need to get over the problems. “The practical and operational obstacles in the way of getting value from all the data now available are not trivial, yet the potential rewards are massive. If we can overcome the obstacles, research can use big data to answer the what, when and where questions and surveys to get at the why and what next – resulting in shorter, more interesting surveys and more accurate factual data.”
And a further trend to look out for, comes from Courtright, who comments, “A trend we’re seeing is definitely privacy and what that means in a world of cookies and meters and observational data collection. And in turn, society’s reaction to those practices, along with their expectations of transparency and responsibility.”
How to do business here
While we know we need to let go of those stereotypes of Americans we seen in the media, how do we do business here?
Lorch has some sound advice, “Americans are informal and direct in business dealings and make decisions relatively quickly – so don’t be afraid to ask for the business and discuss specifics like delivery times and costs.” But, don’t mistake that good old American positivity for success. “A positive attitude is much admired in the US, so even if someone tells you they’re “incredibly excited” about meeting you and hearing about your product it doesn’t mean you’ve made the sale!” observes Lorch.
So what have we learnt about doing business in the United States? Don’t treat this country as one…
Special thanks to Jackie and Melanie for this article.
Jackie Lorch, Vice President, Global Knowledge Management, SSI USA
Melanie Courtright, EVP, Products and Client Services, Research Now