Market research exists on a continuum ranging from “quick and dirty” to “meticulous and complete.” And these days, there are some quick and inexpensive methods that aren’t that “dirty” at all. Before assuming that a new market research need requires a 3-phase, qual-quant methodology supported by a team of expert moderators and stats PhDs, ask yourself: what are all of the options? If you do decide a research need can be met by a quick, inexpensive approach, consider:

• Secondary research. More resources are available than ever. Don’t reinvent the wheel—see what exists; you may be surprised.
• Social media research. Using one of the free or lower cost tools (as opposed to some of the more elaborate tools which do come with bigger price tags), you can get directional information on what the buzz is on brands, products, cultural trends, etc.
• Facebook or LinkedIn polls. They are free and can be fast (assuming you can push that poll to a large enough network).
• New tools. Many new services integrate online research tools with panels. Check out AYTM (disclosure: Research Rockstar does have a relationship with AYTM), Zoomerang, and SSI (via its QuickTake offering).

Sure, some projects warrant the big bucks. But when big budgets and long timelines aren’t an option, useful information can still be gathered using creative methods.

[This is the fifth article in a series of 20 mini-posts titled, “Principles of Remarkable Research.” Don’t want to miss this series? Subscribe to our blog via email or RSS.]

In terms of what many organizations can most easily test today, social media monitoring, social sampling and prediction markets are great options.

If you want to learn more about these methods, their pros and cons, and suggestions for getting started with them, please check out Research Rockstar’s new class: Social Media Meets Market Research.

Sign up for the class before May 25^th with coupon code 472Z1 and the class will be just $99.

This 73-minute online, self-paced class includes an automated, interactive self-quiz. With this fast, easy market research training, you will be ready to start “tasting” the samples, without the risk of a nasty BassOMatic mess.

Please check out the class preview: PREVIEW LINK.

• Market segmentation
• Questionnaire planning
• Product concept testing
• Delivering research
• And more

The three winners are…drumroll…Yuchen Chen, Cassie Rhodes and Katrina Gan. All three have been notified by email.

Thanks to everyone who participated!

Most people preferred being the captain. Getting to select who you want based on your own criteria puts you in control.

But when we see ads like this one, and we see many, it feels as if the market researcher is getting picked—not the respondent. People I wouldn’t have picked are picking me—in effect. They are opting into databases that I might end up using for my important survey projects. It is a loss of control.

And it doesn’t feel good.

Enter the term “online survey” in any search engine, and you will get similar ads with catchy titles like, “Make $150 in 1 hour.”

Are people who respond to such ads necessarily “bad” respondents? No. Does the practice hurt perceived credibility of online surveys? Yes.

Online surveys are often treated as guilty, until proven innocent. The onus is on the researcher to assure the client (internal or external) that the research design is sound, the sample source is authentic, the data analysis thorough, and the deliverables error-free. Ads like these taint perceptions of online surveys, by making survey respondents appear guilty of seeking an easy buck.

So, what’s a market research project manager to do?

Chances are good that your clients—internal or external—have seen these ads too, or have other reasons for being cynical about sample quality.

In my experience, the best tactic is a strong preemptive strike. Let the research audience know up front what sample sources you use, how respondents are authenticated and qualified, and what QA steps are taken to identify and remove “bad” respondents. And if doing these things still won’t satisfy them, you need to rethink your methodology options; it’s just not worth spending time and money on an online survey if your audience will never buy into the results.

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I’ll be posting detailed results over the next week.  Until then, the site is still open if you would like to see all of the results. I also encourage you to read the many insightful comments (there are over 100 comments from various voters).

Note that the top 10 includes ties.

Please leave any comments or questions here, or contact me at 508.691.6004 ext 705, or KKorostoff@ResearchRockstar.com.

Or was it?

The session started off benign enough. A classic segmentation study. Start with some qualitative, proceed to quant. SOP.

Key pointers from the session included:

• Be sure to spend sufficient time planning the project
• Be sure to have clarity on objectives (how the segmentation model will be used)
• Include stakeholders in the process
• Start with qual as a phase 1

All good, basic points, but certainly not 2.0.

But they did do two things not currently done in all segmentation studies.

1. For the qualitative Phase, Southwest used ethnography. Tammy Sachs was their partner for this phase, and she shared some great video snippets from their ethnographic interviews.  I must say, it was very compelling to hear customers talk about their attitudes and perceptions of Southwest as well as of other airlines.  Those who felt strongly about getting miles—and listening to their passion about it was impressive. Those who value a good deal were also very articulate and compelling. And so on. There is nothing like hearing—and seeing—people  talk ad lib to really get a sense of their attitudes and values.  So ethnography is cool, and applied very well here…but is it “2.0”? Debatable.
2. They used an “a priori” segmentation model. Yup, that’s right. They went into the study with a hypothesized set of segments in mind. The segments were based on behavioral data from their existing customer database.  During the presentation, this confused me. We were, after all, in a session on conducting segmentation. The process was defined as qual, leading to quant. But the speaker occasionally referred to the segments they started with. Isn’t a segmentation study usually used to derive segments?  Well, not in this case.

Southwest was concerned about having a model that would be actionable with its existing customer database. So they opted to create a segmentation model based on variables they already have, and build from there.  The market research was then designed to do two things:

1. See if they missed any important segments
2. Profile the segments they had created from the database

Now I confess, upon hearing this, I was stunned. This is not 2.0 in my mind…this is 1.0.  But after my initial reaction, I digested a bit. And there is some important merit in their approach.

Consider this:

• They have a model that allows them to easily tag customers into segments (so no risk of having a model that is academically interesting but hard to apply to real business tactics)
• They have a model that will likely resonate with their decision makers (since it uses variables that are familiar)

So is it 2.0? I don’t think so. But it brazenly defies a lot of current thinking about segmentation. And that is refreshing.

Southwest is often described as a low frills airline that delivers great value. Perhaps this also describes their segmentation approach.

[For more on segmentation, check out this video preview: Video Link]

So, what will I be writing about?

In looking over the conference materials, I am nearly overwhelmed by the number of excellent speakers and fascinating topics on the schedule. Clearly, I am going to need a strategy for how to select those topics I can realistically blog about. Towards this end, and after considerable thought, I have a strategy!

The primary lens that I will be using to determine what is blog-worthy will be the content’s contribution to the practical advancement of market research. Have I seen or heard something at TMRE that will contribute to:

Improving reliability of research results?

Improving credibility of research results?

Addressing the need for speed?

The word “practical” is a considered choice. Academically interesting content is…well, interesting…but if it doesn’t always address usefulness. I am sure the challenge here is not unique to market research, but we do seem rather prone to a very high talk-to-results ratio (a lot of talk relative to the amount of action). I have the luxury, as a writer, to invoke a little judgment on what I see—and to prioritize what is worthy of sharing. And from my work with clients who purchase, manage and conduct market research, I know that the priority needs to be on those topics (be they strategies, products, or methods) that address real research challenges: credibility, reliability and speed. Yes, cost is always a factor, but it is typically only an objection if the other three items are insufficiently demonstrated.

So with my chosen lens firmly in place, let the blogging begin!  Check in here for updates: TMRE blog and via twitter @ResearchRocks.

I was thrilled to see responses to the idea from great tweeps like  @MDMktingSource  @conversition @MargaretRoller.

Could this crazy idea have legs?

One idea: Perhaps a volunteer committee of 6 experienced researchers would get together once a month or so (virtually, of course), to review and grade questionnaires? We could come up with an agreed upon system for the grading process. And if we are daring enough, post a best and worst list?

As Annie pointed out, “Perhaps a survey rating system would encourage the quality #MRX companies to say no to bad surveys?”

And I have to confess, a “wall of shame” does appeal to me.

What do you think? Is this worthwhile? Would it encourage good survey design? Could we get a sponsor for it?? Are there legal issues? Please add comments, ideas, and sponsor nominations in comments.

Thanks!

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Whether you think of it as computer-based training, eLearning, or whatever, the idea of accessing learning material over the Internet is powerful. Research Rockstar is dedicated to offering convenient access to practical content. Plus, because the material is all online, it can be easily customized if your team has special interests.

[We offer classes on market segmentation, product concept testing and many more. Buy a single class, or sign up for an annual membership]

Segmentation models vary from basic to complex, and the approaches to developing and applying them is a topic for an entire book itself. But here are three examples of the very real benefits a segmentation model delivers:

1. Plan product roadmaps. It’s a lot easier to craft a roadmap when you have internal agreement about the profiles—including needs and behaviors—of the most attractive customer segments. If decision makers share a common view of what the most attractive segments are, and their emerging needs, planning new products and product improvements becomes a far more time and resource efficient  process. Not to overlook the obvious benefit that customer-inspired product ideas are more likely to succeed.
2. Embrace niche marketing. Few companies can afford to compete with the big fish in the big pond. Instead, a segmentation model shows you how to be a big fish in a little pond—or several little ponds.  A segmentation project can be designed to identify, profile and select profitable niches.
3. Setting your budget. Why let a marketing budget be set by something arbitrary, such as percent of sales? A segmentation model can provide a more meaningful, analytical approach. Given the size of attractive segments, and objectives for each segment (awareness/preference/market share, etc.), a strategic budget aligned with actual goals can be built. When you take this approach for the first time, you will likely find yourself investing less in some marketing programs, and more in others.

These are just 3 examples—there are many more. Indeed, there are many ways that a segmentation model can help your organization make money and save money. That said, actually creating a segmentation model is fairly complex, and success requires a very thoughtful planning process. Before you start, I strongly urge you to get assistance from someone who has experience with these types of studies—either a  consultant or a market research agency.

For those interested in learning more about market segmentation, I have three offers for  you:

First, please check out my new white paper, “9 Ways Market Segmentation Improves Business Success.” GET WHITE PAPER

Second, check out the preview of the new, 53-minute online introduction to market segmentation, “Divide & Conquer: Practical Steps to Market Segmentation Success.” CLASS PREVIEW [Research Rockstar VIP members: please note that this class is currently available in the members’ area—just log-in, click, and view!]

Third, for those interested in on-site training, I now have a more in-depth, 2-hour version of the online class, which includes interactive exercises for teams planning to create a market segmentation model. For a class outline, email me at KKorostoff@ResearchRockstar.com. Thanks!