Social media has caused a massive shift in the way people communicate, interact and share experiences and personal interests. Consumers are always on, always connected. Consumers build unique online relationships; they are connected to brands, athletes, teams, family, friends and co-workers on multiple channels. Sharing everything from political views to favorite products, social media users are leaking valuable information and insights for researchers to take advantage of.
The recent compulsory online census in Australia stirred a considerable amount of controversy, and for seemingly good reason. Ahead of census day, concern was raised by many Australian residents at being told they must share information, but when it was then virtually impossible to complete on the night (the handful of those who managed to submit it notwithstanding), many were up in arms.
Most of us know that the mobile phone industry is on a pretty serious surge of personal use. In fact, think of one person you know that does not have a mobile phone. Coming up short? This is precisely the reason why all marketing researchers should have a strong focus on mobile.
Recently, at one of her concerts, Adele called out a fan for having their phone in front of their face for the entire show. She told the fan to be 'in the moment' and enjoy the concert. While I haven’t been lucky enough to score a ticket to an Adele concert, I recently attended the 2016 Market Research in the Mobile World North America conference. You may wonder what the connection between these two things is…however, there is one.
Everyone is a panelist, but are all voices heard equally in marketing research?
Millennials are changing and shaping the way we use technology. Researchers around the world are intrigued by their new ways of thinking and their ‘take-the-reigns’ personalities. This generation doesn’t let things slip through the cracks; they’re paying attention to all of the details. With in-the-moment mobile research becoming a reality, are we fully embracing such a powerful group of consumers?
We understand that changing a tracker can be a daunting prospect, but with more than 50% of panellists now registering via tablets and smartphones, it is essential that trackers are designed for today's technology. By excluding or limiting mobile and tablet responders, you could be missing out on the full scope of your target audience and their valuable insights. Here are simple, but game changing tactics that we recommend when reviewing your tracker.
Marketing research companies are experiencing low response rates and low engagement rates, so the industry is continuing to turn to technology to try to increase both. According to the Pew Research Center, nearly two-thirds of adults in the U.S. own a smartphone of some kind, and 46% say their smartphone is, “something they couldn’t live without.” Younger generations coming of age have never known a world without incredibly intelligent mobile devices. With the inevitable and exponential growth of technology, more streamlined mobile devices and the rise of the ‘always on’ consumer, these numbers will continue to grow dramatically.
Mobile phones provide an ideal method to collect and understand consumer behavior. Given their ability to capture real time responses, there are endless opportunities with mobile market research that we can utilize or further develop. As researchers, to capture authentic and honest input, we must implement best practices. Marketing researchers need to think mobile and consumer, first.
With the Federal Election fast approaching, Lightspeed GMI took a look at the outlook and viewpoints of Australian’s ahead of voting this year…because everyone has an opinion on the topic and everyone wants a finger on the pulse of which way this might swing.
Starting with the fundamental in any political study, we asked panellists which party they intend to elect. Labor was the clear front runner with 45% stating this is where they would be putting their vote. This was followed, not surprisingly, by the Liberal Party/ Coalition at 30%. 13% suggested their vote would fall outside of any of the major parties.
The role of qualitative research has traditionally been to create and foster the discussion about your consumers’ needs and desires. Quantitative research has been viewed as a tool for testing the statistical relevance of these ideas.
Generally speaking, quantitative research tends to consists of nationally representative samples of respondents evaluating a concept in a survey of closed metrics; however, it doesn’t have to be this way. At its core, the online research platform is simply a means of mass communication -- that communication is not limited to a box ticking exercise.