Tag Archives: mobile

12 Sage Tips To Optimize Mobile Surveys [Infographic]

Smartphone bursting with information and symbols

 

Video may have killed the radio star, as song goes, but mobile might be killing the PC star. Mobile is certainly killing it when it comes to consumer attention, something important to bear in mind as marketing researchers. The Mobile Era is here and it’s more like a conquest.

I could go on all day about mobile, toss in several more analogies and metaphors. Instead, why not present some sound data:

More Americans use mobile devices for web browsing than they do PC’s
– Online surveys completed from mobile devices will approach 50% in 2016
– 60% of cell phones are smartphones
– Worldwide mobile advertising revenue will expand by 3.5 times its present size in 2016
– 74% of mobile Boomers use their phone while shopping (yes, that’s boomers, just think of Millennials and Generation X’ers)
– More Google searches take place on mobile devices than on computers in 10 countries including Japan and the US

See the writing on the wall? Even you, PC star?

Thus, it’s imperative to make market research mobile-friendly, a notion that many experts feel hasn’t happened fully. As one marketing thought leader said about 2016 market research trends: “Finally, we’ll continue to muck up mobile research and bludgeon unwitting respondents with interminably lengthy surveys.”

Let’s not do any of that. To assist in mobile research, our latest infographic provides several tips to ensure your next survey is mobile-friendly. Or, at the very least, as another marketer said, that your surveys are “device agnostic and optimized for mobile by design.”

Here you go:

 

Infographic with list of tips to optimize mobile surveys

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The Top 5 Market Research Trends In 2016 (Infographic)

 

The Holidays are over, the decorations are coming down, and the weather isn’t getting tropical anytime soon.

That doesn’t mean festivities need to be done, though. Marketers have much to celebrate with potentially game-changing trends paving the way for a bright new year. We can go right back to the future of energetic research. Enter our infographic, based on the data and tea leaves from our two recent articles:

2016 Tech That Will Make You A Market Research Blade Runner

Market Research Trends To Follow In 2016 Or Die

This year certainly seems a time when the balance of technology and human experience, paired with the blurring of quantitative and qualitative research, become major themes in market research.

As always, this or last year, we hope you find the infographic useful in your quest to become a market research Dr. Who. We also hope to hear from you if you have any feedback on these predictions or anything else.

infographic with a list of market research trends in squares

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Market Research Trends To Follow In 2016 Or Die

 

Okay, the headline might be a tad sensationalistic. Your market research position is probably as safe as the video store or the phonebook. But just in case, palpable trends loom in 2016 that require your attention. These shifts  will alter the landscape of market research—and perhaps to infinity and beyond (depending on the data).

 

Surveys Will Have To Be Better

 

The online survey business is booming like a Star Wars box office. It seems everyone is getting in on that quantitative action. Many tech giants are now offering integrated surveys, the latest example being Twitter and its nascent Twitter Polls. The field is getting crowded.

What’s more, budget-conscious companies are demanding surveys in the name of caution. The result is a watering-down effect. As we reported, this is causing participation rates to drop, with some studies “showing participation rates averaging 2 percent.”

We’re not alone in our findings. Market research veteran Leonard Murphy recently wrote:

Market research surveys are increasingly alienating customers and citizens. As a consequence, response rates for commercial market research are fast reducing below 1%. This means most surveys annoy people and it means they are reflecting the views of a tiny minority.

Between online surveys becoming akin to Nigerian email spam and every company deparment potentially having the ability to provide polls, the solution is not desperation at the glut but just a better, more customer-exciting execution from market researchers.

The question many in the industry are concerned with is not whether surveys are dying, but, as one market researcher put it: “Who will own surveys within the organization in 5 years from now: Marketers, Technologists or Market Researchers?”

I’m betting on market researchers who take this article to heart.

 

Market Research Will Be More Human

 

Advances in technology should not mean a less humane approach. After all, tech giants like Amazon or Apple seem to increase customer experience with every tech evolutionary step. The same should go with market research.

In his GreenBook article, Are You Alienating Your Customers With Spam Surveys? Ray Poynter details the robotic attitude of market researchers. Drawing upon data and thought leaders, he proposes two obvious way to improve the industry:

Treating customers like people
Engaging with customers over time

That certainly goes for sample providers. The GreenBook Research Industry Trends Report states that only 40% of researchers are very or completely satisfied with their provider.

We all gotta step it up. (Although, to be fair, at qSample we’re ahead by being a boutique company with an always direct pipeline of communication to our clients).

 

Market Research Goes Fully Mobile

 

Everyone has been saying it, but it’s time to fully accept it. More Americans are using mobile devices to browse the internet than on PC’s; and already 60% of cell phones are smartphones. The data will only tilt more in 2016. We’ve written extensively about the advantages and trending of mobile surveys.

As market researcher JD Deitch wrote on the important of going mobile (also in GreenBook):

Research buyers, if you’re still running long desktop-only studies, you are a fundamental cause of this problem. Blaming your suppliers for the quality of their panelists is like blaming the bartender for your hangover. I get that the change is difficult, but unless you really don’t care about people under 35 or moms with kids or ethnic minorities, you’re increasingly buying junk. This has to be part of the 2016 plan.

I can’t think of anything to add to this quote, except to quote Deitch again in the article, who said that all research should be “device agnostic and optimized for mobile by design.”

Just like every website will be by the end of 2016.

 

Market Research Will Still Be Talking About Big Data

 

There was a lot of this palaver in 2015, but no actionable illustrations from market research. It looks to be 2017 before Big Data can make even a small difference.

Big Data is still just too big and too costly, unless you’re Microsoft, IBM or Tylor Swift’s wallet.

Take, for example, the words of research executive Annie Pettit:

Big data caught the attention of market researchers and the search for people who know statistics and data and consumers is now full steam ahead. Given that big data is massively relevant to our clients in that it is their consumers, their data, and their intelligence, we need to be ready to merge insights from traditional research with insights from big data.

That’s a lot of talk leading nowhere…

One of our executives, I feel, put it best when it comes to Big Data:

It’s like teen sex. Everyone talks about it, everyone wants to do it, everyone thinks they know it, but no one is doing it.

Like I said…2017…

 

Market Research Will Focus On Experience And Convenience

 

The points mentioned above on customer treatment and survey experience should be enough to understand this notion. To highlight this idea even more, take the words of qualitative marketer Rhiannon Price:

Market research is founded on unpicking human character, but this has perhaps become a little lost as research and respondents have become more and more commoditized.

The issue is broader and more prevalent. In our recent breakfast with Google, one of the tech giant’s marketers told us in essence that “consumers are now more convenience-loyal than brand-loyal. Making it easy for consumers to find and buy your product is imperative.”

The same goes with respondents.

Consumers (and respondents) want an experience as much as a product—as much as they want convenience more than a brand. As Eye Faster CEO Kirk Hendrickson recently stated

Retailers are focusing more on what goes on while their customers are in the store and focusing research efforts on the entire experience as opposed to interactions with a given product or category.

As many market researchers have predicted, the lines between qualitative and quantitative are blurring, often on the screens of a mobile device held in a store aisle.

In short, the proverbial journey matters as much as the proverbial destination.

 

Conclusion

 

Experience, Mobile, humanity…these overarching themes will continue to sparkle in 2016. They are all interrelated. One could add video, but that’s part of the mobile era. Regardless, keep this in mind and you won’t be the next video store owner—alone and unemployed in Greenland,  moping about and talking about…Big Data perhaps?

The Advantages of Mobile Research

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May The Focus Group Be With You (Infographic)

‘Tis the Season…the Season for Star Wars, it seems, as The Force Awakens opens this week. Hopefully, the movie will improve on the dreaded prequels. Hopefully, Disney commissioned some focus groups before handing the reigns over to JJ Abrams.

Hopefully, in your market research, you have used or are considering using focus groups for qualitative projects. As qSample’s latest infographic details (channeling Star Wars for Jedi wisdom), 70% of all market research dollars at Fortune 500 companies are spent on focus groups. That’s stunning and telling at the same time.

Sure, only a minority of businesses can afford focus groups, but there are other options. Online focus groups are becoming more accessible with advances in technology. Furthermore, don’t forget that there are unscientific yet insightful focus groups in your digital domains: blog comment sections, product review posts, social media threads, and other online consumer projections.

You could also harness qSample’s QualStorm, a qualitative platform that combines internet and mobile technology to harness respondent feedback in a real-time. You can conduct in-depth interviews immediately after a respondent has completed an online survey. This allows a deeper probing into a respondent’s mind to achieve a higher level of granularity from your quantitative methodology.

Regardless and with that plug out of the way, we hope you enjoy our infographic on the fascinating journey to the Light Side that are focus groups.

Focus Groups Infographic

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Video: Mobile vs Online Research (which one is best for you?)

We take a break from our regularly-scheduled weekly infographic to bring you a breaking video. Or more like a video that might make or break your market research in these evolving digital times. As I’ve mentioned before, online research has become the preferred method of analysis for the marketing industry. The rise of mobile technology offers yet one more dimension for market researchers.

Smartphones make up 67 % of the mobile market and 41% of  research suppliers already utilize mobile surveys. The future may not be exactly now, but it’s getting very now, so understanding the advantages and disadvantages of mobile surveys is imperative.

One of qSample’s specialties is mobile research. We’ve partnered with such companies as Microsoft to execute leading mobile research projects. Since that puts us ahead of the proverbial curve, we enjoy sharing our experiences and insights to assist others in market research.

As always, we hope this continues to assist you:

If you get a chance, please visit our YouTube Channel. Dr. Who, Bladerunner, The Matrix and Matthew McConaughey all endorse…okay, they sorta make an appearance. Regardless, the channel is ripe with data on all things market research and more.

 

Medical Tourism White Paper

 

Infographic of the Week: The Power of Millennials

In our recent Are Millennials Ruining the World? we had a little fun with public perception and our primary research gleaned from qSample’s college student and millennial panels.

No, millennials are not ruining the world but they will come close to being the world, as revealed by this week’s friendly neighborhood infographic.

Here are just some of the amazing takeaways on millennials:

 Expected to reach $200 billion in spending by 2017, the largest consumer generation in U.S. History.
– 85% own smartphones.
 One-fourth speaks a language other than English at home.
– 77 million, making up approximately one-fourth of the U.S. population.

They’re everywhere, and they are very plugged-in to their mobile devices – something qSample is very aware of as we specialize in mobile research. No matter where you are in market research, you might want to get plugged into millennials because sooner or later you will fall into their web.

But Nuff said, as Stan Lee would say. Here is the Millennial selfie:

All About Millennials

College Students Button

 

Infographic of the Week: The Advantages of Mobile Research

Online research is still the dominant data collection mode of choice. Yet as we enter the Mobile Era, mobile research is gaining favor with researchers for many purposes, beyond being suitable for segmentation or specificity projects. For many reasons we’ve detailed, mobile research should be considered as part of any qualitative or quantitative research strategy.

That is the theme of this week’s infographic. We hope you enjoy. In addition, at the bottom of the infographic we’ve included a video of an episode of Research Business Daily ReportFocusVision, where host Bob Lederer mentions our primary findings on…you got it…mobile research.

The Advantages of Mobile Research
button white papers

 

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The Rise and Fall (and Rise) of the BlackBerry

Iron Man with BlackBerry head fighting rising iPhones

One of my fascinations has always been how seemingly “too big to fail” companies actually fail. I’m not referring to collateral damage caused some bursting bubble as happened to so many tech companies at the turn of the century. It’s more of the rapid and (almost) unexpected plunge that occurred with such companies as Myspace, Groupon or Viddy—all once entrenched in the very psyche of popular culture but quickly left behind by the public as nothing more than mammoth fossils (and still making some money, mind you).

Research in Motion (RIM, but now BlackBerry Limited), the Canadian maker of the BlackBerry, is such an example, as equally poignant and absorbing as the rest of the mammoth fossils. Yet its tragic tale might be more intriguing because there might be a resurrection from the tech graves into something close to its former glory.

It’s a captivating narrative in a society that loves comebacks and second chances as much as giddy schadenfreude.

 

rise of blackberrry2

Once upon a time, not even a decade ago, BlackBerry was the prime smartphone in the market. The phone was a well-built gadget known for its patented visible keyboard, with the ability to peer-to-peer message, fax and email. The device seemed to appear in the hands of seemingly every CEO and world leader; and that was part of RIM’s marketing: making influencers support its product. President Obama famously refused to give his BlackBerry up when he took office. At one point, RIM was valued at $55 billion. In 2007, it was the most valuable company on the Toronto Stock Exchange.

In those days, RIM was rapidly expanding beyond the business sector, as an article TechRadar explained:

Initially popular with the business community, by 2006 RIM was attracting major mass market attention. The 7100 “Charm” series marked a new focus on consumers and more features followed in the “Electron” and “Pearl” releases, including cameras, navigation, and chat features.

The sky was the limit for the “CrackBerry” (as it was dubbed). What could possibly go wrong?

Apple was what went wrong.

 

fall of the blackberry2

The release of the iPhone in 2007 was a watershed moment for mobile devices, and it quickly drowned the BlackBerry. It’s almost that simple. Since 2011, RIM has laid off 10,000 employees, more than half of its workforce. These days it only occupies three percent of the smartphone market.

What happened? Was Apple (and later Samsung and Google) that good? Was the public that fickle?

The answers have to do with, as always, faulty market research.

It’s all detailed in Losing the Signal, written by Jacquie McNish and Sean Silcoff. This new book explains several of the missteps the brass at RIM committed when the iPhone came into existence. Some of these erroneous assumptions included:

That phone providers like AT&T would not be able to handle the network power the iPhone demanded.
Consumers would eventually reject the iPhone because of its rapid battery drain.
The iPhone would only resonate with those interested in YouTube, social media, and shallow web browsing—not true professionals.
  Blackberry offered better security and a more stable network.

Consumers shrugged these issues off. In the first three months of its release, a million iPhones were sold. Put simply, Apple understood that the Internet Age was shifting to a more epicurean state. Consumers were ready for style over functionality. Look-conscious millennials—tech savvy and vociferous over social media—carried as much influence as drab businesspeople. It was just time for the World Wide Web and all of its fruits to start looking good.

Thus, the public embraced the iPhone and later smartphones for really the reason one RIM executive admitted: “Beauty matters.”

In all fairness, RIM wasn’t the only who underestimated the iPhone. Nokia, Palm and other mobile phone giants dismissed Apple’s foray into mobile technology.

RIM (at the time the world’s largest smartphone maker) attempted to counter the iPhone with its own version of beauty. It resurrected an old prototype called Storm. Like the iPhone, Storm featured a glass screen. Unlike Apple’s phone, its screen was movable. Users could activate the phone’s digital keyboard by pressing the screen down, replicating the click and tactile pleasure that made BlackBerry’s physical keyboard so well-liked.

But RIM rushed the product, and that proved to be another terrible mistake. Storm wasn’t ready, but RIM was under tremendous pressure to answer Apple. The new smartphone was released late in 2008, with strong sales at first, but with so many flaws it flat-lined soon after. Adding insult to injury, RIM’s hallowed reputation of quality products took a hit, which later affected many of its other releases.

As one article explained:

The Storm was a watershed moment, not only hurting RIM financially but wrecking public opinion and its partnership with Verizon. The company then had no idea of which path it needed to take. “We’re grappling with who we are because we can’t be who we used to be anymore, which sucked…It’s not clear what the hell to do,” said one of the company’s former CEOs, Jim Balsille.

Apple owned the image of producing superior products (which it didn’t in the early days of the iPhone) and controlled the narrative of “style over functionality.”

That should have been the end of the BlackBerry, and the fossilizing of RIM.

But the story doesn’t end there.

 

return of blackberry2

RIM (now called BlackBerry Limited) went back to basics, just last year, to what worked for it in the beginning, and improved on it. As an article in Advertising Age explained:

The campaign, “Work Wide,” launched in September and cast BlackBerry as a serious business tool, offering security, mobility, and connectivity through the internet of things. In one video, which showed consumers using handheld devices to play games, competitive smartphones were portrayed as toys, not serious business tools. In the first week of the launch, BlackBerry sold over 200,000 Passport devices.

In an era of rising hacking and security threats, it seems consumers are ready to return to functionality. BlackBerry has capitalized on this for added success. As one analyst joked about the resurged popularity of BlackBerry smartphones: “Snowden takes over for Alicia Keys.”

In addition, BlackBerry is willing to make sensible risks, for there are hints it may adopt an Android platform on its new devices.

From losing $1.2 Billion a quarter, BlackBerry is now officially profitable. This doesn’t mean the company will ever truly play with Apple or the other smartphone giants, or even return to its former glory. Nevertheless, it is on the right track, unlike the other companies mentioned at the beginning of the article.

Besides, it should be mentioned that not too many years before the release of the first iPhone, many experts contended that Apple was already a mammoth fossil. The rest is a history of beauty.

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Infographic of the Week: General Contractors & Mobile Technology

Many of us can surely hear the busy sounds of construction outside in these warm months. It’s certainly the sound of money to many. But what are the commercial habits of these hard-working contractors, especially in an age when commerce is vastly centered around mobile technology? Are they marketing online? Do they network on Facebook for bids?

These and more issues are dealt with in this week’s infographic. It’s based on our proprietary study, which you can also find in text at our article General Contractors and Mobile Technology.

Please also explore some of our other primary research on general contractors and homeowners found in our articles:

Shopping Habits of General Contractors

General Contractors and Brand Loyalty

Who Are Today’s First-Time Homebuyers?

This might be all you need for your market research, and if not, don’t hesitate to reach out to us so we can reach out to our general contractor panel. In any event, enjoy the weekly infographic and any outdoors sound you enjoy as we all enjoy the warm months.

General Contractors and Mobile Technology

 

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Infographic of the Week: The Psychology of Mobile Consumers

Lady holding up smarphone with numbers exploding from it

It’s no secret we champion mobile research for the betterment of market research (as it’s no secret mobile research is one of our specialties; we regularly partner with companies like Microsoft for smartphone surveys or focus groups). We recently even wrote how mobile technology, as a medium, transforms the very psychological architecture of respondents.

But surely some in the industry might feel the mind of the mobile consumer is still somewhat of a secret. This week’s infographic addresses this issue and hopefully offers insights on the blissful union of market research and mobile technology.

After all, as more individuals choose mobile technology over personal computers, market research migrates that way as well. As a white paper on Research stated:

Mobile growth in online surveys is mirroring overall growth in mobile access to the internet with survey starts on mobile and tablets rising from less than 10% of survey starts in 2011 to more than 25% of survey starts in 2014 according to 2014 Trends Report.

Please enjoy and as alway please have a wonderful and mobile end of the week.

Mobile Consumer Psychologybutton

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