Likewise, a well crafted research project begins with the end user in mind. For although the utility of data begins with the corporate researcher, utility ends with key decision makers up and down the corporate ladder.   Quality research informs the corporate researcher, to be sure.   But research is most valuable when used to shape business decisions throughout the corporation.

The beginning and the end of well crafted research is a deeper understanding of customers who live and work in an increasingly complex, information rich, and integrated global society.   The complexity of daily life for consumers demands research generated data that is also more sophisticated and integrated.

The following   discussion explains why data integration is important, what types of data my be included, some models of integrated research projects and finally, several case studies of hypothetical businesses and how they might use integrated data in decision making.

Integrating Data Captures Change
Data integration is important because, simply put, things change.   The marketplace is in constant motion; consumer views evolve costs of production and service may increase, the global economy reacts to the introduction of new technology.   Emerging social, demographic and cultural trends may alter, reduce or increase the benefits of a product or service.    Consumer decisions are not made in a vacuum.   Surrounding the consumer and his decisions are a swarm of factors that traditional research may not identify and measure with sufficient sensitivity.

Integrated research seeks to capture complexity and change, providing superior category data and deeper consumer insights to help businesses refine its approach to the market place, retail positions and to provide direction to product research and development, inform market segmentation and even information on new technologies.

Breaking Barriers Between Qualitative and Quantitative Data
Traditionally, researchers viewed qualitative and quantitative as distinct and separate. Qualitative tools such as focus groups, in depth interviews, observation (ethnography) social networks and guided online chats   were conducted to explore consumer relationships to products and   companies, to develop the themes most valuable (traditional) to the creative team in developing advertising and design.

Quantitative research, on the other hand, was employed to confirm the consumers’ relationships and views of a product using surveys, tabulations, and multivariate analysis to develop numerical descriptions most valuable to identifying the key drivers motivating consumer behavior.

Qualitative data collection focused on the collection of textual/visual/oral material to support the inductive development of strategies and products by producing data for analysis in the form of memos and narratives.   Quantitative data collection employs the prior development of brand measurements, quantitative and multivariate testing presented as numerically descriptive estimations of population variables and the conversion of textual findings into attribute arrays.

However, quantitative and qualitative techniques in combination may produce a set of integrated data to help researcher and corporate executives to improve business and marketing decisions.

The Terminology of Data Integration
Multimethod research is collected by two or more procedures (e.g. ethnography and case study) and quantitative study interspersed with on-line chat to give data depth. Mixed method designs use qualitative AND quantitative data collection/analysis techniques in parallel, but generally sequential phases of focus groups and standardized surveys.   Mixing occurs in the methods section.
The Utility of Data Integration
Integrated data demonstrates that an array of variables will predict an outcome and answer exploratory questions about how that predicted relationship actually happens. During the qualitative phase a hypothesis is created of key drivers of consumer behavior. The quantitative phase tests the hypothesis and identifies drivers of consumer behavior and established brand equity.   A communications strategy can be developed for branding generally or by key segments with a test of fundamental principles.

Because methods are mixed in a way that complements the strengths of the other, there is no overlapping weakness.   Clear and actionable ‘answers’ emerge.   Mixed methods may include focus groups and follow-up phone surveys, on line chats, and customer group discussion.

The strength of the integrated approach is that it provides data upon which to make stronger inferences by capturing and presenting a greater diversity of viewpoints.   The integrated approach to research techniques can be modeled to achieve the desired research goal.

The best business insight comes from a holistic understanding of the market.   Breaking down traditional barriers between research methods is a critical first step to providing the business decision-maker with the holistic understanding they need to make intelligent decisions. This is an approach to data gathering that most business decision-makers intuitively understand and employ regularly in most areas of the business.

As illustrated by the above case studies, integrated data can provide a deeper, richer and more comprehensive set of data to develop effective strategies to communicate brand equity, to identify and test the maximizing mix of purchase components to drive product maximization, and identify what customers value most in service and product in a competitive market segment.

Most importantly, using integrated research data recognizes:

•    Markets are complex and must be studied from multiple perspectives to gain useful insight.
•    All research is done in the service of the decision-maker, who requires a robust analysis of the situation to properly fulfill their responsibilities, which means exploring the issue from multiple angles.
•    No single method can adequately capture an understanding of any market

The past 10 years has seen a mind-boggling explosion in the quantity of data available to business decision-makers and the tools available to examine that data.   The simple explanation for this explosion is technological advancement.   Technology has facilitated this trend, to be sure, but it never would have become a trend if there wasn’t a desire for the benefits it could deliver.

As difficult as this may be for some researchers to admit, marketers have embraced many of the “DIY” data collection and analysis tools because researchers weren’t meeting their needs.   Just like the consumers we spend so much time analyzing, marketers have been seeking out – and increasingly finding – tools that solve their problems better than the existing options.

Stronger, more regular integration of research methods is a first step to regaining relevance to business decision-makers.   The examples we discussed in this article are simple steps, but steps that are taken by far too few researchers in practice. It’s time for researchers to break out of their self-imposed silos and look at research challenges from many angles, not simply through the lens of their particular specialty.   This is the surest path to relevance within the organization and a seat at the table when decisions are made.

Source & Contributors:

Ed Erickson is the Principal at Erickson Research. He can be reached at 1.312.276.5140 or ed@ericksonresearch.com.

Michael Lieberman is President of Multivariate Solutions. He can be reached at 1.646.257.3794 or michael@mvsolution.com.

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The path to success there can teach a lot about succeeding anywhere. Here’s what it takes …

1. TALENT – Your ability to do something that’s useful or valuable. But pure talent’s not enough …
2. SHOWMANSHIP – People have to know what you do, and what you can do for them
3. BUSINESS SENSE – Success requires convincing an employer, a customer, or an audience to pay you for your talent. Understand and be responsive to the people who can make or break your success.
4. MAKE YOUR OWN LUCK – There’s nothing like meeting someone who knows someone, or being in the right place at the right time. Improve your chances by getting to know the people in your business.

Paying more attention to your work life won’t guarantee you’ll be the next superstar of your field, but you can become more successful by investing some of your time and energy to strengthen your talents, increase your visibility, and make yourself more valuable to the people who matter.

Read more at
http://market-intel.com/blog/2009/11/01/be-a-success-think-like-a-rock-star/

Source: Bob Brothers – Owner of Market Intel

Find out more about Market Intel:  Click here:

The impact of a severe economic downturn is of course the big story for 2009, but a trend more significant for the future of the industry is the shift from traditional data collection modes to social media and mobile communications. Rather than reaching “homes” through telephone and surface mail, researchers are increasingly trying to reach individuals wherever they gather through their cells and social network sites.

The Big Story: It’s The Economy

In the last quarter of 2008, when data was collected for RIT 2008, there was apprehension about the economy and a marked decline in confidence from RIT 2007. Researchers still, however, expected demand to increase during 2009. Providers were slightly more optimistic than clients, but two-thirds overall expected growth. In RIT 2008 there was some sentiment that the research industry might be “counter-cyclical” and at least somewhat insulated from the worst impact of a recession – on the theory that companies would use research to seize advantage in a more competitive environment.

For RIT 2009, respondents had a very different attitude. A razor-thin majority of providers, with more confidence coming from those with some operations or data collection outside the US, expected growth for the overall year of 2009. US-only providers were negative, with only 42% expecting a growth year.

Most striking of all, however, was the sharp (>50%) decline in client confidence. Only 31% of clients expected to see growth for the year as a whole. This has been a bad year.

Negative Revenue Growth for Most

For RIT 2009 more than half (57%) of respondents reported at least some decline in revenue, and one-fourth experienced “significant” to “severe” impact on revenue. A happy 22% reported increased revenue.

Wounded, But (Very) Cautiously Optimistic

Among the respondents who have experienced declining revenue, 27% are confident that they are in recovery or have already seen upturns in business and revenue. A further 44% think the worst is over, expect that they will see improvement before the end of 2009, but have not yet had any actual good news. Another 29% expect the current depressed business and revenue to continue through the end of the year or even to worsen (8%).

The situation in the economy is fluid, and attitudes may have shifted since data was collected in August. At that time, however, the predominant outlook seemed to be hope resting on a foundation of uncertainty.

Professional and Industry Challenges: Less Respect

Pressure on prices and budgets resulting from the recession are a serious matter for over 85% of all respondents participating. It is not the only serious issue, however. Large majorities agree that:

1. ŸResearch is becoming commoditized with clients less willing to pay for quality (73%)
2. Ÿ  Clients are demanding shorter timelines for projects and faster delivery of findings (70%)
3. Ÿ  Non-researcher management are conducting their own surveys on the internet (63%)

Additionally, 45% see less demand for primary research because managers think they can learn anything they need from the web. And 44% have problems with RFPs from purchasing departments that seem to treat research consulting as if it was a flatcar of widgets.

Taken together these issues point to a loss of respect for professional research. Research is seen as a commodity: an area that can be squeezed on price with no harm to the mission. Under severe economic constraints and without strong confidence in a rebound, researchers say they have made do with less (staff, time, revenue) and are stepping up to provide quality faster and cheaper than formerly.

While it is hard to fault this response in a economic crisis, it can only validate client suspicions that they have been paying too much for research and that providers can make do with much less money.

The key questions seem to be:

Ÿ  How long can a healthy industry operate on low margin with insufficient resources? The strain is already apparent as many shops have closed their doors since 2008.

Ÿ  What should be done to support a perception that research is a valuable resource that demands great expertise and experience and that investing in quality is smart business?

Online data collection continues to grow, with increasing emphasis on social media and mobile based studies.

Past trends continue. Online, panel, mobile and (somewhat surprisingly) in-person intercepts are slated to grow at the expense of CATI, Mail, and IVR.

Over half of all respondents expect an increase in their use of online surveys, with growth projected in all of the following areas:

• Ÿ  Online communities
• Ÿ  Online panels
• Ÿ  Mobile/SMS
• Ÿ  Blogs

Rather than trying to reach everyone at home, researchers are taking studies to respondents where they gather and interact and are using new media. Landlines and carried mail are in decline.

Looking farther into the future, respondents see these trends continuing through 2010. Two-thirds see an increase in mobile phone surveys and within social media (“online communities”).

One of the more interesting things to follow in the next few years will be the extent to which voice interviewing ports over to mobile and web surveys. While surface mail does seem to be losing traction rapidly, it is much too early to write off CATI.

Qualitative researchers also expect more research using social media, an increase in blog monitoring, and a decline in text-chat online focus groups. The most growth is expected in hybrid approaches. The margin of change is narrower for traditional focus groups and traditional IDIs – both in person and by telephone. If any qualitative research modes decrease, it will most likely be one of those.

Providers who can demonstrate stand-out expertise in fielding social media research seem extremely well positioned for 2010.

Outsourcing: holding steady or diminishing.

In contrast to all past years, respondents do not report an increase in outsourcing for 2009.

Three quarters expect the same level as in 2008, and more expect outsourcing to diminish (15%) than expect it to increase (10%).

It seems possible that providers under severe price pressure may be bringing everything they can in-house to save money and increase control over timing and quality.

To download the report, simply click on the links below and follow the instructions. There is no cost for the report and we hope all of our colleagues who view it find as much value in it as we have.

http://rockhopperresearch.com/reports/ResearchIndustryTrends2009FinalReport.pdf

Please note that you will need Adobe® Acrobat® Reader® to read the file. If you don’t have Acrobat Reader, please click here.

The PDF also contains a dashboard affording you the ability to interact with key data points. In order to use the dashboard you may need to update your version of Flash – another free download from Adobe. Please click here.

More details on the results of this survey may be obtained by contacting:

Leonard F. Murphy

CEO

Rockhopper Research, Inc.

lmurphy@rockhopperresearch.com

866-545-3216

55 Union Place Suite 181
Summit NJ 07901

Earlier today, we announced that e-Rewards, the leading online B2B and consumer sample provider in the US, has reached a definitive agreement to acquire Research Now. While the transaction will require the approval of Research Now’s shareholders, we anticipate it will be completed prior to year-end.

We believe this merger will allow us to offer our clients truly global reach, outstanding customer service and the highest quality research data unmatched by any other company in our industry.

In particular, we’re excited about soon being able to offer our clients significantly enhanced capabilities in providing General Consumers, Specialty Consumers, Business Decision-makers and Physicians sample solutions in both the US and a growing number of other markets.

This combination will take us one major step closer to our goal of becoming a true “one-stop-shop” for global online data collection solutions. With experienced staff in most major global markets and strengthened panels in 37 countries, we will be better able than ever to support our clients’ domestic and international research projects.

Until we finalize and complete the transaction, both companies will continue to operate as independent companies each focused on serving their clients. We keenly appreciate this is critical in the busy Fall research season.

As we proceed through the required UK approval process, we will begin our preliminary integration planning and keep you informed of progress.

In the coming days, my colleagues will be contacting you to answer any questions you may have about this announcement. However, please contact them if you have any questions in the interim.

Many thanks for allowing us to support your online research studies thus far. We look forward to delivering even greater capabilities and service in the months and years ahead!

Best regards,

Chris Havemann
CEO
Research Now, Plc.

WHAT: The inaugural Green Confidence Index provides a monthly snapshot of Americans’ attitudes toward and confidence in their leaders and institutions, nationally and locally.  It reveals their understanding of issues and their willingness to make green purchasing choices.  Findings include the top 20 companies (including Walmart and Clorox) consumers ranked as being green.

WHO: The new poll is produced by three organizations: Greener World Media’s GreenBiz.com, the business voice of the green economy and the leading website on green business strategy and practices; Earthsense, the definitive insights resource for actionable ecomarketing and producer of Eco-Insights, the largest green consumer study of its kind; and SSI, a superior research and polling company.

WHEN: Tuesday, October 27, 2009

TIME: 11 a.m. EST

WHERE: A virtual press conference will be conducted.  Information for the Webinar may be found here:

Virtual Presentation: https://www1.gotomeeting.com/register/581377649

Dial-in:                                    773-945-1010

Access Code:                        445-541-743

Audio PIN:                             581-377-649 (shown after joining the Webinar)

Contact:

Liz Jeffries

212-601-8137

Elizabeth.jeffries@porternovelli.com

Research Now, which runs online focus groups about products, disclosed the approach on Wednesday following a strong recent showing in its share price.

The company’s shares were up nearly 6 percent on Wednesday to 411 pence, an 80-pence climb since mid-September. An offer at 430 pence per share would value it around 77 million pounds ($127.4 million).

“Research Now continues to perform well as a standalone business but the board recognises that, due to the cash nature and value of the offer, it is in the interests of Research Now shareholders and other stakeholders to facilitate further discussions with e-Rewards,” said the British company.

Privately-owned, Dallas-based e-Rewards is the world’s largest online research panel.

Source: Reuters

Research Panel CEO Toshiki Sano said : In recent years, demand for Japan as well as the economically growing Asian region is increasing rapidly. The combined information report of the four out of these vigorous countries would surely be a substantial aid for marketing activities for our clients.

As our company, in parallel with these service offers, taking advantage of the know-how acquired in domestic experience we will focus in establishing panels rooted in this demand-expected Asian region, and will continuously offer high quality and high speed service in a wider coverage.

About Research Panel.Inc

Since Research Panel was founded in 2005, they have been pursuing quality management and improvement of convenience of their proprietary panel of 1.3 million members in Japan, as developing their market research business among Japan. Now, by offering their panel service to overseas clients and partnering with other global research companies, they are expanding their business aiming to be a world-wide online research company.

For inquiries and interest for the detailed data, please contact:
•    Misa Kajikawa
•    TEL:+81-3-5459-1230 FAX:+81-3-5459-1296

People have opportunities to see several hundreds of print ads a day, according to some guesstimates. If people would look at all these ads for just a few seconds only, they would be exposed to commercial messages for several hours a day. Thus, the vast majority of ads can only be given a cursory glance at most, much shorter than a second. Not only are exposures short for the vast majority of ads, but also only a coarse impression is obtained: exposures occur mostly in the periphery or in motion, in particular when quickly flipping through a magazine, or paying attention to the editorial rather than the advert. This begs the question which meaning, if any, people can extract from the multitude of print ads that receive only a cursory glance, and whether companies’ investments in these ads are completely wasted.

It turns out that in less than second, people already know with certainty whether a visual image is an ad or editorial material and which product category is advertised: that is, they quickly grasp the gist of the ad. Such snapshot gist perception is based on coarse visual information in the ads, and differs widely between ads: some ads are more effective than others. The ADGist™ model assesses the communication effectiveness of ads in a single glance. The metric is based on a simple test that is easily implemented and quickly administered.

The higher the identification accuracy of an ad is, the better it conveys its gist under the short and coarse exposure conditions many ads experience in practice. Based on extensive pretests ads fall naturally into three classes from the test. Ads are a “Star” when their accuracy is uniformly high, a “Black Hole” when their accuracy is very low, and a “Moon” when their accuracy is in-between these two.

A ADGist™ was developed by Professor Michel Wedel and Professor Rik Pieters. Michel Wedel is the Pepsico Professor of Consumer Science at the Robert H. Smith School of Business of the University of Maryland. Prof Rik Pieters a professor at Tilburg University in the Netherlands.

About Prompt Research Insights
Prompt Research Insights (PRI) is South Africa’s First Eye tracking Research Company. Drawing on a theoretical knowledge of Visual Attention and Perception, coupled with eye tracking expertise, we help our clients understand which aspects of their materials grab attention and get remembered, allowing them to produce designs with the most impact. We have sound models that go beyond the pretty heatmaps, we apply eye-tracking data to go beyond a mere description of the data and provide insights and actionable recommendations based on appropriate metrics and analyses of the data. web: www.prinsights.co.za contacts: info@promptresearchinsights.com Tel: 011 465 1469

Lindiwe Matlali
Managing Director
T: +27 11 575 6853
F: +27 86 666 1469
C: +27 71 993 3228
E: lindiwe@promptresearchinsights.com
W: www.prinsights.co.za

The Market Research Event is a world class gathering of professionals focused on the business value of market research and consumer insight.  With more than 100 sessions and expert speakers you can customize your own agenda to meet your critical challenges and walk away better able to positively impact your business in today’s uncertain environment.

As Chairperson of this year’s event, I am particularly pleased with the content-rich focus on insight-drive innovation, leading through change, and insights as a bridge to better, more growth-oriented days ahead.

Click here to learn more:  http://www.iirusa.com/research/event-home.xml

Kelley Styring, Principal, InsightFarm Inc.
Chairperson, IIR The Market Research Event 2009
Author, In Your Purse: Archaeology of the American Handbag