Has Self-Service Research Killed Traditional Market Research?

Vivek Bhaskaran, CEO, Survey AnalyticsDr. Sanja Licina, Senior Director of Talent

Intelligence and Consulting, CareerBuilder.com

Not Yet – But it has taken a massive bite!

Housekeeping Items

http://facebook.com/researchaccess

(Discussions -> AMA – Future of MR)

• #ama-diymr

• Vivek : @vivek1105

• Sanja : @SanjaLicina

Who are we?

Vivek Bhaskaran

Pretty Logos eh?

Who are we?

Dr. Sanja Licina

PhD – Really?

There is a Time and a Place (and a Purpose) for Everything

Can it walk my dog?

Times have changed

“Web Survey Project”

• 1998 – 40K

• 2005 – 5K

• Today - $19.95

Too bad everyone knows about SurveyMonkey, Zoomerang,

Questionpro

The average client today

More with less

• Media and technology awareness

• Strategy + MR + Creative

Lets get used to the new client “head of digital marketing”

The average MR agency today

• Research = Focus Group or Online Surveys

• Is being a “quant/qual” good enough?

Show me the money….

Self-Service Assessment

Benefits

• Quick

• Cost effective (if done correctly)

• Flexibility in execution

• Timeline

• Audience

• Methodology

• Question content

Drawbacks

• Subject to more biased responding

• Credibility of findings can be questioned

• Need qualified staff to execute

• Could cost more than outsourcing if not prepared or staffed

Must-Haves to Be Successful at Self-Service

• Access to the target population to study

• Skills

• Ability to execute the study

• Time

• Knowledge how to interpret and implement the findings

Traditional Market-Research Assessment

Benefits

• Access to the target population

• Can meet your timeline• Expert knowledge in the

area of study• Allows you more time to

focus on action planning than "doing" the research - more strategic with less resources

Drawbacks

• Cost

• Share control

• Less process flexibility

Customer Sat – Case Study

Overnight – the Customer Sat business went from full-service to

DIY

• Net-Promoter Score

• CEO’s love simplicity

• One question – simple and easy to use model

Choosing a Strategy

Self-Service

• Quick pulse check

• Test exploratory ideas

• Budget constraints

Outsource

• When confidentiality/anonymity is an issue

• When it is good to have a third party represent your brand

• When you do not have access to the population you want to study

Main Reasons Why Clients Chose CareerBuilder

• Did not have access to the population of interest to survey

• Wanted to leverage findings in press

• Did not have the right qualifications on staff to build out the study and analyze the findings

• Needed expert advise for how to implement the findings

Why clients use QuestionPro?

Ok – we have stuff too…

One Size May Not Fit All

• Companies do not have to, and really should not, always choose one strategy over another

• Almost every organization will have a need for both for self-serve and traditional market research

Where is MR headed?

More online surveys? (just kidding)

• Non-Traditional Listening Systems

• Social Media Research

• Combining attitudinal and behavioral data

• Micro-Communities

Social Media Research

Facebook and Twitter – OK no one really knows WTF Social Media Research is…

but…

Facebook – Self-Service Ad’s

Can we get access to respondents – DIY? (Hint : yes)

Panel Companies – Check this out

Facebook allows you to target URL’s to its members - is facebook one

giant panel?

How can MR reinvent?

• It is about intelligence, not data

• Market differentiation

• Innovation

Insight Vs. Data

Where is “ctrl-alt-del”

Generalization vs. Specialization

SWAT or Traffic Cop?

Innovation

Foursquare mayors get discounts on local bewery – Imagine the MR

potential?

Finally – Not Another Survey!

• What did you think about this presentation?

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