January 2012 Webinar: Let's Talk Trackers

Let’s Talk Trackers Melanie Courtright

Around the Water Cooler

January 2012 Webinar

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2 © 2012 Research Now

Let’s Talk Trackers – January 2012

Background on MR and trackers

Types of trackers

Research Design Considerations

Sampling Design

Survey & Field Design

Q&A

Agenda


Opinion

Research/Poll

ing

2%

Advertising

Copy Testing

2%

Market

Modeling

4%

A&U Studies

4% New

Prod/Serv

Dev

6%

Ad Brand

Tracking

7%

CRM

8%

Other

13%

Market

Measurement

23%

Media

Audience/

Research

19%

Other Qual

12%

Global Research Spend by Research Project Type 2010

Region Rev $ M Growth vs. ’09

Europe 13,143 1%

North America 10,614 3.1%

Asia Pacific 5,082 3.5%

Latin America 1,828 13.9%

Mid East & Africa 573 4.3%

TOTAL 31,239 2.8%

Global MR Revenue 2010

> U.S., U.K., France, Germany, Japan currently account for 66% of market; Top 10 players account for 55% of all revenues

Sources: ESOMAR, Inside Research


What’s at Stake?

A $31B global research market in 2010, with modest growth expected

through 2011-13



First Things First

What is the business question?

What decision(s) are you trying to make?

What do you need know about your customers?

What do you need to know about the market?

What data will I need to answer the questions?



Brand Awareness & Usage

Advertising Effectiveness

Satisfaction

Attitudes and Trends

Purchase and Behavioral

Etc.

What type of Study will answer those questions?



Tracker versus Ad Hoc Study

Recurring Question?

Shifting Market and Product?

Continuous versus Wave Tracker

It’s about Comparability

Snapshot Analysis

Volatility of the Market

Service Disruption Impact

Longitudinal

How should the interviews be collected?



Types of Sampling

Populations

Markets

Customers

Prospects

Mixture / Hybrid

Who Should We Talk To?



Reachable

Where do they “live”

Where do they play

Where do they “talk”

Online

Mobile / Cell Phone Only

Social

Where Can I Find Them?



Readable

Quotas for “representativeness”

What should my snapshot of the world look like?

What will the resulting data tell me? What will I know?

Quotas for Statistics

Readable in total

Readable by subgroup

Comparing subgroups

Quotas for Data Stability

Defensible

Replicable

Reliable

Sustainable

How should I set quotas?



Targeting Benefits

Efficiency

Effectiveness

Respondent Satisfaction

Data Considerations

Market Share or Incidence

Ensure Replicability

What if I need both?

Consider a Rep / Augment Option

Consider a Tracker / Ad Hoc Combo

Consider Prescreening with Screener Data Delivered

To Target or to Gen Pop?



What will they tell me?

How long will they talk to me?

What will engage them?

What will disengage them?

Ask the RIGHT questions

Need to Know vs. Nice to Know

It’s about Communicating

What Should I Ask Them?

“Measure Twice,

Cut Once.”



http://www.finecal.co.uk/wp-content/uploads/2010/07/Fit_For_Purpose.jpg



Sourcing Stability

Beyond methodology

Think Sample Frame

Demographic Stability

Age, income, and insurance status for a cholesterol tracker

Income and dwelling type for a utilities study

Data Collection Stability

Sampling Practices

Field times

Okay, now how do I keep it stable?

“Movement in the data from a tracker should be the result of changes in

the market place. And they should make sense with what you know

about the market. They should not be a result of changes in the research

process, unless you planned for it.”



Changes in the Marketplace – Good!

Changes in the Survey – Okay when planned and modeled

Changes in the Technology - Depends

Survey technology (flash, etc.)

Respondent technology (mobile, etc.)

Changes in the Sample – Only if Intentional

Methodology

Screening

Recruiting

Changes in the World – Forced Evolution

What Have You Seen Impact Data?

Let’s Document!



Purpose

Why change?

Plan

Design a solution that addresses the purpose

Parallel

Side by Side for a Minimum Period of time to Model Differences

Partner

Keep Communication Open with Research Partners

What if I need to Change the Tracker?



To Mitigate Risk with Trackers:

Research Plan

Instrument Design

Sample Plan

Knowledgeable Partners


Research Now Thanks You!

[email protected]

mailto:[email protected]

January 2012 Webinar: Let's Talk Trackers

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Transcript of January 2012 Webinar: Let's Talk Trackers