Lightspeed Blog

Why Audience Targeting is something Market Researchers need to Familiarize Themselves With

Posted by Tiama HD Fowler on Jun 15, 2016

Historically and simplistically speaking, market research is often a tool used to help clients make informed decisions relative to media buying. The typical scenario used to look like this:

Our clients would buy media based on a series of inputs; survey data being just one. If a client wanted to advertise their new sports product, they’d likely purchase an ad spot in the sports section of a newspaper or on ESPN.com. If a second client wanted to promote the upcoming season of their TV show, they might advertise for it on a series of entertainment focused websites. In this model, media content was a proxy for media buying. The decision was likely influenced by several data points, i.e. survey data, viewership information or market trend data. The assumption was if a consumer was looking at ESPN.com or reading the sport section of a newspaper, they may be interested in the first client’s sports product. If a consumer is surfing one of those entertainment websites, they may be more interested in the upcoming season of the second client’s show.

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Topics: Market Research, media buying, audience targeting

What Marketing Researchers Can Learn from Digital Marketing: Five Common Mistakes

Posted by Eric Lindner on Jun 8, 2016

I recently attended a webinar where Linda West, Director of Digital Marketing at Act-On Software, discussed five common digital marketing mistakes. After hearing what Linda had to say about the five common mistakes, it got me thinking about what we, as Marketing Researchers, can learn from digital marketing. While digital marketing strategies are laser focused on creating value for the consumer, we should have that same focus on our panelists. Panelists are a core part of what we do in the Marketing Research industry, and our panelists are people. These people’s voices and opinions are front and center in how we interact with them.  

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Topics: Data Driven Marketing, Market Research

ONLINE RESEARCH MYTHBUSTING: HOW DO I KNOW THEY ARE WHO THEY SAY THEY ARE?

Posted by Siddartha Dutta on Apr 26, 2016

The conversation around conducting surveys with online panels rather than face to face or CATI is one that comes up every day for me in South East Asia. Whilst this is an entirely valid discussion, online actually adds ways to ensure trustworthy and valid respondents. In this mini-series, we unlock the truths behind these myths.

Knowing who someone really is isn’t exclusive to our industry. If we look at the everyday world, people can look us in the eye and lie. We filter this, both consciously and subconsciously and take forward what we have confidence in being true. Now back to research. As a student, I had friends who would get calls from focus group recruiters offering them 5000 Rs ($80 USD). The next question would be 'do you like/ consume ‘x’ product?' They would agree to anything to get into the focus group and take the money home, including saying they drank Malibu regularly (I’m not sure anyone can say that hand on heart!) Whilst these recruiters are not a fair reflection of all in the industry, online uses pre-screeners that are far more subtle than this tactic (and far less heavily incentivised, granted) which encourage a level of honesty from the outset.

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Topics: Honesty Detector, Online Sampling, Market Research

Your Assumptions are Wrong; Three Ways Market Research is Changing…Again

Posted by Bridget Brinkofski on Apr 21, 2016

Change is the only absolute. After all, clichés are clichés for a reason. The marketing research industry itself is always moving, innovating, adapting. We’re reaching audiences in new ways and accessing new data sources to provide insights. There has never been a more exciting (or scary) time to be in the MR field. But what about the base assumptions we have about consumers? What data is important or the best way for advertising to be effective? We live in a changing world, and our assumptions need to change too.

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Topics: Data Driven Marketing, Market Research, emerging talent

STUDY REVEALS VARIED FEELINGS ABOUT ANZAC DAY

Posted by Matt Hunt on Apr 20, 2016

A study recently conducted by Lightspeed GMI, a leading global online research provider, shows only 54.4% of Australians plan to mark ANZAC Day this year.

Although this is a lower than expected percentage, for those that mark ANZAC day they do so with deep reverence. For 83.6% the day means remembering fallen soldiers, of which 33.3% specifically remember a loved one who fought for Australia and 23.0% remember a loved one who served in the military somewhere else. Just 12.9% see it as a day off work.

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Topics: Market Research, Consumer Insights, APAC

Would you answer these questions?

Posted by Susan Frede on Mar 28, 2016

Do you think like a respondent?

Poor quality survey design leads to low completion rates, high dropout rates, speeding, suspicious behavior, panel attrition and higher sample costs. Ultimately poor design can lead to bad business decisions. Mobile may finally force better survey design and better-written questions. 

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Topics: Respondent experience, Market Research, research on research, questionnaire design

Panels will struggle, but won’t die

Posted by Martin Filz on Mar 2, 2016

A recent blog from Lisa Wilding-Brown likened panels to “the polar icecaps of the industry.” It referenced grabbing an ice cold beverage for the read and this was spot on - I found the article refreshing.

Why? Because another panel leader bluntly and accurately outlined the key issue for panels today - that surveys are no longer fit for purpose. We know more than 50 percent of panellists are engaging via their mobile devices, yet they complete only 2 percent of studies on these devices. What’s more, there is nearly double the drop off rate compared to PC users.

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Topics: Market Research, Panels, Online access panels

Exploring Ways to Augment Data Collection: 2016 Lunar New Year Study

Posted by Young Ham on Feb 4, 2016

Combining Video and Mobile Responses for Cultural Insights

To explore cultural perceptions of the 2016 Lunar New Year, Lightspeed GMI recently conducted a mobile survey across China, Hong Kong and Singapore. By exploring new ways to augment data collection, we were able to gather in-depth responses through a combination of our mobile platform and VoxPopMe’s video component.

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Topics: Market Research, marketing research technologies

Political Profiler: Tapping Into Voter Insights

Posted by Tiama HD Fowler on Jan 21, 2016

Recently Lightspeed GMI added verified voter data to our list of panel profilers. We did this by partnering with a political data provider who maintains a national database of more than 190 million voting records, including past behavior in state and federal elections. By matching our U.S. panel against this database and making the results of those matches available for sampling, our clients benefit from improved targeting for political research. For example, with our panel it’s now much simpler to ask political questions to past or prospective voters:

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Topics: Market Research, Political Profiler, Consumer Insights

Celebrating Innovation in Marketing Research

Posted by Ralph Risk on Dec 10, 2015

On Monday, the best of UK’s marketing research industry gathered for the prestigious and glamorous 2015 Market Research Society (MRS) Awards. This annual ceremony acknowledges the insights and innovation behind each research success story - highlighting that ‘evidence matters.’ With three separate nominations this year, Lightspeed GMI stepped into a new world.   

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Topics: Market Research, Marketing Research Data

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