MOBILE

vue
the magazine of the
Marketing Research
and Intelligence
Association
MARCH 2013
MOBILE
RESEARCH
IN EMERGING
MARKETS
Canadian Publications Mail Agreement #40033932
MOBILE SURVEYS:
DEBATING
FORWARD-LOOKING
SOLUTIONS
LES ENQUÊTES MOBILES :
DES SOLUTIONS D’AVENIR EN QUESTION?
MOBILE RESEARCH MYTH-BUSTING:
CONFIRMED, BUSTED OR PLAUSIBLE?
THE POWER OF BEHAVIOURAL ECONOMICS AND HOW TO USE IT
THE RISE AND RISE OF THE SMARTPHONES…
vue
MARCH 2013
VUE MAGAZINE IS PUBLISHED BY THE
MARKETING RESEARCH AND INTELLIGENCE
ASSOCIATION TEN TIMES A YEAR
Cover: Shirley Wakefield
In this month’s features: (L to R) Shirley Wakefield, Marie-Eve St-Arnaud, Vinu George
SPECIAL FEATURE
12
MOBILE RESEARCH IN EMERGING MARKETS
Shirley Wakefield
FEATURES
14 MOBILE SURVEYS: DEBATING FORWARD-LOOKING SOLUTIONS
Marie-Eve St-Arnaud
17
LES ENQUÊTES MOBILES : DES SOLUTIONS D’AVENIR EN QUESTION?
Marie-Eve St-Arnaud
20 MOBILE RESEARCH MYTH-BUSTING: CONFIRMED, BUSTED OR PLAUSIBLE?
Melanie Courtright
24 THE POWER OF BEHAVIOURAL ECONOMICS AND HOW TO USE IT
Elina Halonen and Leigh Caldwell
26 THE RISE AND RISE OF THE SMARTPHONES…
Vinu George
COMMENTARY
4 Editor’s Vue
5 Letter to the Editor
8 Letter from the Interim Executive Director
INDUSTRY NEWS
29 Research Registration System (RRS)
30 Qualitative Research Registry (QRR)
32 People and Companies in the News
PROFESSIONAL DEVELOPMENT
34 The Future of Professional Development
COLUMNISTS
37 CONTEXT IS EVERYTHING!
38 BRAVE NEW WORLD
38 THE COURT OF PUBLIC OPINION
ADDRESS
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Annie Pettit PhD, Chief Research Officer, Conversition
(416) 273-9395
[email protected]
MANAGING EDITOR
Anne Marie Gabriel, MRIA
[email protected]
ASSOCIATE EDITOR
Christian Mueller, PhD, CMRP
(647) 855-5088
[email protected]
COPY EDITOR
Siegfried Betterman
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authors and are not necessarily endorsed by the
Marketing Research and Intelligence Association.
Publishing Date: March © 2013.
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Canadian Publications Mail Agreement #40033932
ISSN 1488-7320
COMMEN TARY / CO MME NTAI R E
Editor’s Vue
Annie Pettit
I checked a few things off my to-do list today. I replied
to a bunch of emails, liked a regression cartoon on
Facebook, replied to some #MRX tweets, approved a
new LinkedIn connection, replied to a controversial
comment on my blog, took a photo of a receipt for my
expense form, backed it up to the cloud, and checked
the amenities of the hotel where I’ll be presenting a
workshop next week. When I checked the clock, it was
7:00 a.m., so I put down my phone and headed off to
work. I made no phone calls.
For the last ten years, mobile research has been
the next big thing. We knew its great potential even
before phones were smart and could actually do what
researchers naturally assume they do now. In developed
countries, where the majority of phones are Internetconnected, people who can no longer tolerate one
“unproductive” minute can now keep busy while they
wait for the bus or their coffee at Timmy’s. The research
that gets done with these phones – whether through
online surveys, communities, or point-of-sale photo
collages – results in new and better products.
But mobile research isn’t just the domain of
smartphones. In countries where smartphones are not
even an option, “old-fashioned” text-capable phones
are indeed the next big thing. People with no access to
tablets, laptops, or even desktop computers, and people
with barely passable housing and with jobs that barely
pay the bills rely heavily on text-capable phones. The
research that gets done with these phones results in
large corporations’ increasing their funding for housing
and food programs in poverty-stricken areas.
Phones are no longer phones. Long live our 24-hour
personal data collection machines.
J’ai pu cocher quelques articles de la liste de choses à faire
aujourd’hui. J’ai répondu à une pile de courriels, aimé la
caricature sur la régression dans Facebook, répondu à quelques
microtextes #MRX, approuvé une nouvelle connexion LinkedIn,
répondu à une controverse dans mon blogue, pris une photo d’un
reçu pour mon formulaire de dépenses que j’ai sauvegardée dans
le nuage informatique, et vérifié les commodités de l’hôtel où
je présenterai un atelier la semaine prochaine. Quand j’ai vérifié
l’heure, il était 7 heures; j’ai donc déposé mon téléphone et je me
suis rendue au travail. Je n’ai pas fait d’appel.
Au cours des dix dernières années, la recherche par appareils
mobiles est devenue la chose de l’avenir. Nous connaissions son
immense potentiel avant même que les téléphones deviennent
intelligents et puissent vraiment faire ce que les praticiens de la
recherche présumaient ce qu’ils font maintenant. Dans les pays
développés, où la majorité des téléphones sont branchés
à Internet, les gens qui ne peuvent plus tolérer une minute
« non productive » peuvent maintenant continuer de s’occuper en
attendant l’autobus ou leur café chez Timmy’s. La recherche qu’on
effectue avec ces téléphones – que ce soit les sondages en ligne,
les collectivités ou les collages de photos à des points de vente –
mène à de nouveaux produits supérieurs.
Mais la recherche par appareils mobiles ne se limite pas
au domaine des téléphones intelligents. Dans les pays où on
n’a pas accès à ces téléphones, les « bons vieux » téléphones
capables de recevoir des messages texte sont en fait le prochain
grand exploit. Les gens qui n’ont pas accès à des tablettes, à
des ordinateurs portatifs ou même à des ordinateurs de bureau,
et le gens qui ont un logement à peine acceptable et occupent
un emploi qui leur permet à peine de payer leurs dettes se
fient beaucoup aux téléphones à messages texte. La recherche
effectuée avec ces téléphones encourage les grandes sociétés
à augmenter leur financement de programmes de logement et
d’alimentation dans les secteurs affligés par la pauvreté.
Les téléphones ne sont plus des téléphones. Longue vie à
nos appareils qui collectent des données personnelles 24 heures
sur 24.
Annie Pettit PhD, Chief Research Officer / Directrice de la Recherche, Conversition
Editor-in-Chief, Vue / Rédactrice en chef, Vue • Email: [email protected] • (416) 273-9395 • t @LoveStats
4
vue March 2013
COM M E N TARY / COMMEN TAI R E
Letter to the Editor
Designation Evolution or Devaluation?
In the recent issue of Vue magazine (December 2012),
Fergus W. Gamble, CMRP, Chair of MRIA’s Education
Committee, outlined two issues regarding the CMRP
designation: “…mid-career professionals…would like to
have the designation…” but not following the current
process and “…many whose work in the industry does
not equate to the CMRP standards because they are
specialists....”
I acknowledge there may be room to move and
evolve the CMRP designation and “…MRIA feels that
in order for any designation to be of true value to our
members it needs to be widely accepted....” We need
to focus on creating a marketing plan to communicate
the value of CMRP to employers, clients and potential
In Response to D. Germain
It is important to appreciate the established CMRP
definition.
Obtaining the CMRP signifies the holder has the
requisite level of knowledge and capability in marketing
research theory and practice, as well as a commitment
to adherence to a set of rigorous ethical standards.
The critical issue is the “requisite knowledge and
capability.” There is no mention of a timeframe. This is
not an elite status but a broadly applicable standard.
A seven-hour exam is an approach but this is not
the only way to demonstrate the “requisite knowledge
and capability.” Successfully completing a postgraduate
marketing research program, including an internship,
would clearly achieve the theory and shorten the
experiential component. Demonstrated capabilities
rather than the timeframe should also be acceptable
criteria. These can also be demonstrated by an
established level of practice. This is the concept at the
core of the new pathway to the CMRP.
CMRPs, instead of focusing on how to earn it. Whether
it be changing the current process for the full CMRP
designation or certifying “specialists,” the length of the
requisite experience may need to be increased rather
than decreased. In addition, other alternatives may be
pursued with input from current CMRP holders to avoid
devaluing their certification.
Taking the Ethics course, the CMRE Prep course
and writing the exam greatly increased my respect for
the industry and for MRIA. Going through the current
process reiterated MRIA’s commitment to standardized
practices within the industry and abiding by the Code of
Conduct.
Donya Germain, CMRP
The intent of the new path is to ensure the level of
requisite knowledge and capability is held by a CMRP
holder in a variety of ways.
The specialist designation is for a practitioner who
operates at a similar requisite level in a narrower segment
of the field, for example, someone who is a tabulation
data analyst, a programmer or a fieldwork manager. This
individual would demonstrably be highly competent in
their area but is neither a CMRP nor its equivalent.
It is not anticipated that everyone will hold the
CMRP. It is, however, important that the majority of
research professionals hold it and thereby demonstrate
adherence to a standard. The new path is only to
ensure that those who deserve these designations,
regardless of the method, be awarded them. MRIA
members can then show the general business public
that the MRIA maintains a broad base of knowledge,
practice and ethics.
Fergus Gamble, CMRP
Chair, MRIA Professional Development & Certification
vue March 2013
5
COMMEN TARY / CO MME NTAI R E
lettre au rédacteur en chef
Évolution ou dévaluation de la désignation?
Dans un récent numéro du magazine Vue (décembre
2012), Fergus W. Gamble, PARM, directeur du Comité de la
formation de l’ARIM, a présenté les grandes lignes de deux
questions concernant la désignation de PARM :
« Les professionnels en milieu de carrière … aimeraient
avoir la désignation », mais pas en suivant le processus
actuel et « un grand nombre de ceux qui travaillent dans
l’industrie ne se reconnaissent pas dans les normes de la
désignation, parce qu’ils sont des spécialistes.»
Je reconnais qu’il puisse y avoir lieu de changer et de
faire évoluer la désignation de PARM et que « … l’ARIM croit
que pour qu’une désignation ait véritablement de la valeur
pour nos membres, elle doit être largement acceptée.»
Nous devons nous concentrer sur la création d’un plan de
marketing pour communiquer la valeur de la désignation
de PARM aux employeurs, à nos clients et aux PARM
Réponse à D. Germain
Il est important de reconnaitre la définition établie d’un
PARM.
L’obtention de la désignation de PARM signifie que les
détenteurs possèdent les connaissances et les compétences
requises en théorie et pratique de la recherche marketing,
et qu’ils se sont engagés à respecter un ensemble de
normes éthiques rigoureuses.
La question cruciale demeure « les connaissances et
les compétences requises ». Il n’y a pas de référence à un
échéancier. Il ne s’agit pas d’un statut d’élite, mais d’une
norme appliquée au sens large.
Un examen de sept heures est une approche, mais
il ne s’agit pas de la seule façon de démontrer « les
connaissances et les compétences requises ». L’obtention
d’un diplôme d’études supérieures d’un programme en
recherche marketing, incluant un internat, permettrait
définitivement de couvrir la composante théorique et
de réduire la composante expérimentale. Les capacités
manifestes plutôt qu’un échéancier devraient aussi
être des critères acceptables. Elles peuvent aussi être
démontrées au moyen d’un niveau de pratique établi.
Ce concept est au cœur du nouveau parcours vers la
désignation de PARM.
6
vue March 2013
éventuels, plutôt que de nous concentrer sur comment
l’obtenir. Que ce soit en changeant le processus actuel pour
obtenir la désignation complète de PARM ou en accordant
une accréditation aux « spécialistes », on devrait peut-être
augmenter la durée de l’expérience requise plutôt que de
la réduire. De plus, on pourrait explorer d’autres approches
basées sur des commentaires de PARM afin d’éviter de
dévaluer leur désignation.
Le fait de suivre le cours sur l’éthique, le cours
préparatoire à la désignation et de passer les examens a
grandement augmenté mon respect à l’égard de l’industrie
et de l’ARIM. En suivant le processus actuel m’a réitéré
l’engagement de l’ARIM à l’égard de la normalisation des
pratiques au sein de l’industrie et son respect du Code de
déontologie.
Donya Germain, PARM
Le but de ce nouveau parcours consiste à assurer que
les détenteurs d’une désignation de PARM possèdent le
niveau requis de connaissances et de compétences d’une
variété de façons.
La désignation de spécialiste s’applique aux praticiens
qui produisent à un niveau similaire d’exigence dans un
segment d’activités plus étroit, par exemple un analyste
de classement des données, un programmeur ou un
gestionnaire de recherche sur le terrain. Ces individus
seraient manifestement très compétents dans leur
domaine, sans être un PARM ou son équivalent.
On ne prévoit pas que tout le monde détienne une
désignation de PARM. Il est important cependant que la
majorité des professionnels de la recherche la détiennent
et démontrent ainsi leur adhésion à des normes établies.
Le nouveau parcours consiste simplement à assurer que
ceux et celles qui méritent la désignation, quelle que soit
la démarche, l’obtiennent. Les membres de l’ARIM peuvent
alors montrer au grand public du monde des affaires que
l’ARIM maintient une base étendue de connaissances, de
pratiques et d’éthique.
Fergus Gamble, PARM
Directeur, développement professionnel et accréditation
de l’ARIM
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COMMEN TARY / CO MME NTAI R E
Message from the Interim Executive Director
John Ball, CMRP
CMRP Water Cooler
Les PARM à la fontaine d’eau
Overheard at the MR water cooler:
Entendu à la fontaine d’eau de la RM :
“Hey, did you hear about the RCMP scandal?”
« Hé! As-tu entendu parler du scandale de la PRAM? »
“Ya ... oh wait … I thought you said the CMRP scandal?”
« Ouais… oh! Attends… j’pensais que t’avais dit le scandale
des PARM? »
“What CMRP scandal?”
“The MRIA board has decided to allow all of its
members access to the designation, and people are
right miffed.”
“Oh, really … I thought that was something that they
had been working on for a few years … what’s the
buzz?”
« Quel scandale des PARM? »
« Le conseil d’administration de l’ARIM a décidé de
permettre à tous ses membres d’avoir accès à la
désignation, et les gens sont vraiment fâchés. »
« Oh! vraiment? … Je croyais qu’il travaillait là-dessus
depuis quelques années… qu’est-ce qui se passe? »
“The board voted in October to allow the most
experienced professional members of the association,
specifically those who have been working in the
industry for ten years or more, the opportunity to get
their CMRP based on their practical knowledge of
research.”
« Le conseil a voté en octobre pour accorder aux membres
qui sont les professionnels les plus expérimentés de
l’association, en particulier ceux qui travaillent dans
l’industrie depuis dix ans ou plus, la chance d’obtenir
leur désignation de PARM basée sur leurs connaissances
pratiques en recherche. »
“But, would this mean that the other ways of earning
it for those who don’t have this level of experience
would simply disappear?”
« Mais, est-ce que ça voudrait dire que les autres façons de
l’obtenir pour ceux qui n’ont pas ce niveau d’expérience
disparaitraient tout simplement? »
“No.”
“But what about those who earned it the hard way?”
“Ya … I see your point.”
“Wait, what is your point again?”
“Well, some of our CMRPs took the appropriate
courses, added them to their years of experience, and
wrote the CMRE exam. That hasn’t changed, right?”
“Right. But, if someone has succeeded as a practitioner
in the field for ten years or more, wouldn’t that mean
that they have earned it as well?”
“No. Don’t you remember grandparenting? What a
mess.”
“Why, what happened?”
8
vue March 2013
« Non. »
« Mais, qu’est-ce qu’on fait de ceux qui l’ont obtenue de la
manière difficile? »
« Ouais… J’vois ce que tu veux dire. »
« Attends! Répète-moi donc ce que tu viens de dire? »
« Bien, certains de nos PARM ont suivi les cours appropriés,
ils les ont ajoutés à leurs années d’expérience et ils ont
passé l’examen d’accréditation en recherche marketing.
On n’a pas changé ça, non? »
« Non. Mais, si quelqu’un a réussi comme praticien sur le
terrain pendant dix ans ou plus, est-ce que ça ne voudrait
pas dire qu’il le mérite aussi? »
« Non. Tu ne te souviens pas de la préservation des droits
acquis? Quel fouillis. »
COM M E N TARY / COMMEN TAI R E
“Well, when this all started, the rules that still exist
today applied for newer entrants, but they also
permitted those with twelve years’ experience to
apply after demonstrating competency in a number of
areas … and a bunch didn’t even sign up!”
“Maybe that was because they didn’t see the value …”
“Oh, I suppose so … what is the value anyhow?”
“I have heard that some buyers are recognizing the
value of the CMRP designation in the proposals they
receive from suppliers and also that employers on
both sides are looking to hire them, but other than
that, I am not sure who knows about it. Great news,
though, if you are looking to build your career and
want to stand out.”
“Ya, but I guess that wouldn’t matter that much to the
more experienced members as far as their own career
is concerned – they are already established – maybe
this doesn’t work for them as a value prop.”
“Ya, probably not.”
“By the way, what happened to the people who didn’t
make the grandparenting cut way back when?”
“Nothing.”
“Nothing? But by now they would have more than the
required experience to have qualified way back when,
wouldn’t they?”
“Sure – but MRIA promised that they wouldn’t do that
again.”
“Huh?”
« Pourquoi? Qu’est-ce qui s’est passé? »
« Bien, quand tout a commencé, les règles qui existent
encore aujourd’hui s’appliquaient aux nouveaux adhérents,
mais elles permettaient aussi à ceux qui avaient douze
ans d’expérience de demander la désignation après avoir
démontré leur compétence dans un certain nombre de
domaines… puis une partie d’entre eux en ont même pas
profité! »
« C’est peut-être parce qu’ils n’en percevaient pas la
valeur… »
« Oh! Ça se peut… en fait, c’est quoi sa valeur? »
« J’ai entendu dire que certains acheteurs reconnaissent la
valeur de la désignation de PARM dans les propositions
qu’ils reçoivent de fournisseurs et, aussi, que les
employeurs des deux côtés cherchent à les engager;
mais à part ça, je ne suis pas sûr qui est au courant de la
désignation. Mais, c’est une bonne nouvelle, si tu cherches
à bâtir ta carrière et te distinguer. »
« Ouais, mais j’ai l’impression que ça ne changerait pas
grand-chose à la carrière des membres expérimentés – ils
sont déjà établis – peut-être que ça ne marche pas pour
eux comme valeur ajoutée. »
« Ouais, probablement pas. »
« Au fait, qu’est-ce qui est arrivé à ceux qui n’ont pas profité
de la préservation des droits acquis dans le temps? »
« Rien. »
« Rien? Mais ils auraient maintenant plus que l’expérience
nécessaire pour se qualifier à ce moment-là, tu ne penses
pas? »
« Bien sûr – mais l’ARIM a promis qu’elle ne le ferait plus. »
“They promised.”
« Hein? »
“But, if the more experienced people, our bosses for
instance, had a way to get it for themselves, wouldn’t
this encourage them to support others like us to get
it as well?”
« Ils ont promis. »
“Ya, I guess so.”
“Well, I have to get back to work … very busy … got
lots on the go … probably shouldn’t continue gabbing
about this anymore.”
“Ya, good idea.”
« Mais, si les gens qui ont le plus d’expérience, par exemple
nos patrons, avaient un moyen de l’obtenir pour euxmêmes, est-ce que ce ne serait pas un moyen de les
encourager à appuyer d’autres comme nous à l’obtenir? »
« Ouais, je suppose. »
« Bon bien, faut que je retourne au travail… j’suis débordé…
plein de choses… je devrais probablement arrêter de
placoter de ça. »
« Ouais, bonne idée. »
Since the very beginning, MRIA has supported the
CMRP designation, in all its iterations, as a means of
recognizing the best in our industry and wants it to
survive and thrive. Today, we are losing CMRPs faster
than they are being replaced, and its survival depends
on appropriate action to be taken to sustain the
designation. Voted in as a key component of our third
Depuis ses tout débuts, l’ARIM a appuyé la désignation
de PARM, dans toutes ses itérations, comme moyen de
reconnaître les meilleurs au sein de notre industrie et
elle veut que la désignation survive et soit florissante.
Aujourd’hui, nous perdons des PARM plus rapidement
que nous ne les remplaçons et la survie de la
désignation dépend d’une action appropriée visant à
vue March 2013
9
COMMEN TARY / CO MME NTAI R E
strategic plan a couple of years ago, our association
is now on course to developing the CMRP designation
and improving it for those who hold it. An article
published more than two years ago by our then dean
of education stated that she unequivocally supported
allowing all of our members the means to achieve the
CMRP designation. Last October, the board approved a
motion to open the doors to allow this to happen “as
soon as feasible.”
Recognizing that we have a long way to go, we are
still working through ways to build up the value of
la maintenir. Au cours d’un vote il y a quelques années,
notre association a établi la désignation comme une
composante cruciale de notre troisième plan stratégique
et elle travaille présentement au développement de la
désignation de PARM et à son amélioration pour ceux et
celles qui la détiennent déjà. Dans un article publié il y
a plus de deux ans, celle qui était alors notre doyenne
de la formation déclarait sans équivoque qu’elle appuyait
les moyens de permettre à tous nos membres d’obtenir
une désignation de PARM. En octobre dernier, le conseil
d’administration a adopté une motion visant à atteindre
ce but « aussitôt que possible ».
Tout en reconnaissant que nous avons beaucoup de
chemin à faire, nous continuons à chercher les moyens
working hard to make the CMRP designation better
de renforcer la valeur de la désignation de PARM et d’en
known and supported to increase its value to all
accroître la demande. Cela exige des efforts particuliers pour
holders, all the while improving access for all of our
que la désignation de PARM soit mieux connue et appuyée
members who wish to earn it by whatever means
afin d’accroître sa valeur pour tous ceux et celles qui la
makes the most sense. In our recent membership
détiennent, tout en améliorant son accès à tous les membres
renewal, CMRPs were the most resilient when
qui désirent l’obtenir de quelque façon sensée que ce soit.
it came to companies deciding whether or not
Au cours du récent renouvellement des adhésions, les PARM
étaient les plus tenaces quand les entreprises décidaient de
to renew certain individual memberships – they
overwhelmingly chose to support CMRPs by extending renouveler ou non certaines adhésions individuelles – elles
their memberships to represent their companies. This ont, par une majorité écrasante, choisi d’appuyer les PARM en
étendant leur adhésion pour représenter leur entreprise. Cela
suggests that CMRPs are arguably more engaged in
porte à croire que les PARM sont sans doute les plus engagés
MRIA (a criterion for some companies today to renew)
à l’égard de l’ARIM (un critère qui porte certaines entreprises
and clearly more valuable to the companies that
à renouveler leur adhésion) et sont visiblement ceux qui
employ them.
apportent le plus de valeur aux entreprises qui les emploient.
the CMRP and to increase the demand. This means
At this time, the MRIA office, its national board, the
Présentement, le bureau de l’ARIM, son conseil
d’administration national, ses cadres et un excellent
leadership embodied by Fergus Gamble and Stephen
leadership de la part de bénévoles personnifié par Fergus
Popiel on the education front and Dave McVetty on
Gamble et Stephen Popiel sur le front de la formation et par
Dave McVetty sur celui de la valeur des adhésions poursuivent
the membership value front are unapologetically
carrying on to make all of this possible with as much hardiment leurs efforts pour atteindre tous ces buts avec
autant de rétroaction que possible des causeries autour des
feedback from the water cooler as possible. An
fontaines d’eau. Nous allons créer un Comité consultatif
advisory board of existing CMRPs will be formed to
de PARM existants afin d’ajouter ses conseils à ceux du
consult alongside the Education Committee to provide
Comité sur la formation pour recueillir des données sur la
input on the correct way to implement the changes
bonne façon de mettre les changements en vigueur qui font
that are now part of our recent history and a very
maintenant partie de notre histoire récente et sont critiques
important part of our future. While information and
à notre avenir. Pendant que les renseignements véridiques
misinformation swirl around water coolers, cooler
et erronés tourbillonnent autour des fontaines d’eau, des
heads are working hard to put the CMRP on track.
cerveaux plus calmes travaillent intensément à mettre la
désignation de PARM sur la bonne voie. Restez à l’écoute.
Stay tuned.
officers of the board, and some excellent volunteer
John Ball, CMRP, Interim Executive Director / Directeur general intérimaire
Marketing Research and Intelligence Association / L’Association de la recherche et de l’intelligence marketing
Email: [email protected] • (905) 602-6854 ext./poste 8724
10 vue March 2013
INDUSTRY N E WS
Launch of a New
Online Research Verification Service
The Research Registration System (RRS) is MRIA’s most established and long-standing selfregulatory mechanism. The new RRS application, launched in November 2012, is hosted on the
MRIA Portal and offers many additional functionalities to MRIA members who collect survey data.
In addition, the new RRS application allows the public to go online to verify the legitimacy of
a marketing research project. This new Online Research Verification service is available in both
English and French.
The public now has three options to choose from in order to verify the legitimacy of a marketing
research project. As well, they can submit comments, complaints or questions about a project or
research agency:
1. C
lick on the unique URL for a research project that has been posted online by the
research agency collecting the data;
2. V
isit one of the following URL: www.surveyverification.ca or www.verificationsondage.ca
and enter the MRIA Project Registration Number communicated to them by the research
agency who contacted them;
3. Phone MRIA at 1-888-602-6742, ext. 8728.
With the new RRS, the MRIA continues to achieve its objective of ensuring that market research in
Canada is accountable to a high standard and that the public who participate in market research
have the ability to communicate with the MRIA. For more information on the new Research
Verification Service, please visit www.mria-arim.ca/RRS/SurveyRegForm.asp or contact MRIA at
[email protected].
Mobile
Research in
Emerging
Markets
Over Two Million Interviews
in Just Twelve Months –
A New Era of Research in
Africa
Shirley Wakefield
Africa: the fastest growing mobile market on earth and
the second biggest mobile market after Asia Pacific,
according to GSMA, an association of mobile operators
and support companies. There are over one billion people
on the continent, around 65 per cent of whom had access
to a mobile phone by the end of 2012. Pretty incredible,
considering that just over a decade ago, in 2000, mobile
penetration on the continent was at only 2 per cent. Mobile
in emerging markets is going places, and not slowly.
The mobile phone has long since leapfrogged the number
of fixed-line phones, with nearly 90 per cent of all phones in
Africa being mobile. It overtook the PC a good while back,
and it’s forecast that by 2015 there will be more people in
Sub-Saharan Africa with access to mobile phones than with
access to electricity in their homes. Quite a thought.
So why is it that, with this explosive progress in the
mobile space, marketing researchers in emerging markets
insist on sticking to pen and paper, cold calling, and face-toface interviews, two-way mirrors and hour-long interviews?
Why, when there is a plethora of vibrant, engaged mobile
communities whose members are eager to share their
opinions, do researchers stick to an approach that can only
be described as the (very) old school?
Well, the reason is quite simply a combination of
industry inertia and lack of innovation. Okay, maybe there’s
also a dose of very real challenge, specifically in Africa, where
12 vue March 2013
only 4 per cent of mobiles are smartphones, making mobile
research particularly tricky … unless you’ve specifically built
technology that’s designed to cater to non-smartphones.
Which is precisely what the South African marketing
research firm Pondering Panda has done.
Tapping into Mxit, Africa’s biggest social network, we at
Pondering Panda set out to develop a research technology
designed to work across mobile devices of all kinds, to
engage with users across the demographic spectrum. Why
Mxit has been such a powerhouse in Africa is the simple,
yet effective, technology used to optimize content for lowend handsets. This technology makes it easier and far more
affordable for users to make use of services and content
otherwise accessible only online – which of course, in most
parts of Africa, they don’t have the luxury of accessing. The
social network has over 6.5 million highly active users over
any given thirty-day period.
What this means for researchers is an incredible
platform for consumer insights. A place of streamlined
data collection, with unmatched sample sizes and lightning
speed response rates. With an entirely opt-in respondent
recruitment strategy, even we were blown away to realize
response rates averaging at over 100 per hour and 1,500 to
3,000 completed interviews in just 24 hours.
Why, you might ask, do respondents keep returning
if they aren’t being alerted to recent surveys? Well, here’s
S P ECIAL F EATUR E
where the real beauty lies. Because users are in a mindset of
chatting, gaming, catching up with friends, taking quizzes,
and engaging with their favourite brands (to name but a
few activities available to them) within Mxit, users are very
much in a relaxed mindset and see the micro-surveys that
are made available to them as entertainment.
Similarly, we’ve found that the simple act of sharing
one’s opinion is one of the key reasons for respondent
participation. The surveys reside in an app called Your
Opinion Counts, where respondents can choose from a list
of topics and answer a quick survey on a topic that might
appeal to them. The average survey duration ranges between
twenty seconds and two minutes, at most. Data quality
comes out tops as we engage with respondents outside of a
“research” environment and make use of subtle gamification
cues to enhance their experience.
To add to this, the honesty with which users choose to
share their thoughts and opinions is unparalleled. Answering
questions anonymously, in the privacy afforded by their own
mobile phones, fosters an open and candid environment.
The importance of anonymity becomes particularly
evident when engaging with respondents on personal or
controversial topics, like drinking habits, drug use, health
care, and political views.
In a recent study conducted for International Planned
Parenthood Federation (IPPF) across four Sub-Saharan
countries, we saw the true value of this anonymity. The
topic for discussion was sex, and the results were to be
used to guide local strategies for IPPF, as well as educate
the public and key stakeholders on the dire circumstances
relating to sexual health in Africa. IPPF was interested in
when young Africans were becoming sexually active, how
they were learning about sex, and what impact, if any,
formal sex education was having on them.
As expected, response rates were excellent, and the
honesty shown by respondents on a topic of such a personal
nature was gratifying. As it turns out, of the four countries,
it was South Africa whose youths were most likely to have
sex in their early teens. In contrast, they were least likely to
receive formal sex education in their teen years, and relied
heavily on TV and friends for information on the subject.
IPPF received widespread media acknowledgement for its
work on the topic, and the resultant strategies that were put
in place to remedy the key challenges facing Africa on the
topic of sexual health relied heavily on the study’s findings.
This particular study took two weeks, from start to finish.
There are many challenges to face whilst in one’s infancy
as a quantitative research company in an emerging market,
including being asked all the tough questions. You’re asked
to prove, unequivocally, that results of research conducted
on mobile phones are comparable to traditional techniques,
that the data is stable and reliable, and that samples are truly
representative of the population. Extra-large sample sizes
and super-fast turnaround times mean that experimentation
is at the very heart of the work that we do. No stone is left
unturned when it comes to research into research.
Butch Rice, head of Pondering Panda, encourages the
experimentation capabilities of mobile research. He observes
that, for the first time in decades, “I would have the ability
to test concepts and ideas with lightning speed, using large
samples. The ability to experiment, splitting the sample into
different cells, is just not available to the traditional research
houses, because they seldom can afford to interview samples
of respondents running into the thousands. Even better,
you can see your results unfold in real time. No waiting for
weeks to see what outcome your study has produced.”
Butch goes on to say, “As an avid student of human
behaviour and motivation, this is literally a dream come
true. For many years, I have advocated that the research
industry move from asking many questions of few people to
asking few questions of many people. Up to now, this has
not been possible. But the world of digital research using
mobile phones allows you to have ongoing conversations
with consumers in real time, in an interactive way – a real
breakthrough in an emerging market context, where this has
not previously been possible. Any theories or hypotheses are
tested in days, not weeks or months. I am delighted to have
this environment to test research ideas, and methodologies.
The possibilities are endless.”
What this means for clients is a dramatic shift in the
status quo when it comes to marketing research and
consumer insight. Ad testing methodologies are being
firmly turned on their heads, whilst customer satisfaction
measurement has never been as effective. Category, brand
and product tracking, as well as market share measures, are
now more nuanced, more textured, and more valid.
Having achieved a new record in African research, with
the completion of over two million interviews in under
twelve months, Pondering Panda is changing the way in
which brands, governments, and the social sector are able to
interact with everyday citizens in emerging markets.
The future of research is bright, as the worlds of
technology and research collide. Watch this space for further
powerful insight into understanding the developing world.
Shirley Wakefield is the Panda Keeper at Pondering Panda, a
marketing research firm in South Africa. She can be reached at
[email protected]
vue March 2013
13
Mobile
Surveys:
Debating ForwardLooking Solutions
Marie-Eve St-Arnaud
New communication technologies offer new perspectives for
research professionals. Mobile surveys are developing very
rapidly and may well redefine all of today’s data collection
techniques as well as the exploitation of results.
From the recreational industry and the simple
management of daily life to professional practices
management (e.g., project and inventory management,
sales monitoring), tablet devices and mobile applications
are integrating ever faster in all aspects of individual
and professional life. Every sector is affected by that
rapid integration. A simple visit to an online Apple or
Android app store can be dizzying. The numbers defy
the imagination: Apple and Android, respectively, offer
catalogues that include 600,000 and 700,000 applications.
The consequence of such an explosion in new
technologies, whether at the material level (tablets,
smartphones) or in terms of software (applications for
iPad, iPhone, Android, etc.), is a radical change in social
behaviour. In one of its studies, the professional services firm
Deloitte concludes that the purchase of electronic devices
could become a “rite of passage” for social status, just as
investment in a house or car is for families.
ABI Research, the international marketing research
company, has dubbed 2013 the “year of the tablet” – more
than 145 million units are expected to be sold across
14 vue March 2013
the world this year, 20 per cent of which will be used
professionally. The mobile phone market is also booming.
Three out of four people in the world own a cellphone and,
in 2013, every second such mobile phone will be a smart
one.
The impact of mobile technology on social organization
is already apparent. Rogers Inc. estimates that 75 per cent
of Quebeckers will be using wireless payment technologies
daily within the next two years and that a majority of
Canadians will be making use of their evolved mobile
devices for work-related purposes.
All these numbers clearly show that the populations of
industrialized countries have upended their communication
channels and now prefer cyberspace.
Research companies have adapted mobile strategies
to, and integrated them into, their own strategies. This
shift, initiated barely five years ago, is the result of major
conjunctural changes – at the developmental level of new
technologies as much as at the societal level. In the United
States today, according to a study by CASRO (Council of
American Survey Research Organizations), more than 50 per
cent of surveys are completed online.
This tendency by American research firms to turn to
Internet surveys largely stems from two phenomena that
collided in 2008: the global economic crisis that generated a
F EATUR E
steep drop in clients’ budgets, and the free-falling response
rates in telephone surveys (below 10 per cent). American
research companies reacted and did not hesitate to go from
telephone to online surveys, thus saving on operating costs.
Furthermore, it is estimated that 10 per cent of web surveys
are completed via mobile phone – a trend that has shown a
favourable growth curve in recent years.
In Canada, the context is quite different. Telephone
surveys here generate response rates up to 30 per cent and
thus justify investments linked to these operations. However,
the very quick development of new communication tools
(smartphones, tablets, social networks, etc.) has changed the
circumstances for these research firms. The main question,
though, remains: “In this day and age, in an environment
of cyberspace and mobile communication, which
communication tools are best employed to reach a precise
target in a given place?”
The development of mobile technologies comes almost
as an answer to these new constraints. There is, however, no
unique answer or strategy. If the natural reflex is to turn to
mobile surveys by setting up means of collecting data based
on new technologies (web surveys and use of tablets for faceto-face surveys), the full spectrum of the research results they
generate is very large and requires good knowledge of these
new tools and their impacts on research results.
For research companies, the main challenge of the
coming years will be to master mobile technology,
whether for surveys administered by a pollster or for
studies in which the respondents answer on their own.
Many initiatives to find the best solutions are currently
underway. The responsiveness brought into play by new
technologies, especially tablets and smartphones coupled
with applications, changes today’s practices and may change
current research trends as well.
Thus, the use of tablets to collect data face to face
will improve the productivity of this type of inquiry. The
collected information is treated in real time and enriched
with data that have never before been used, such as the
geographic location of the interrogated individual (obtained
through the tablet’s GPS) and photos or videos taken
during the interview. The collected data can be exploited
immediately without having to undergo data transfer and
entry. The impact of using a tablet will also be felt when
considering the nature of the data that are collected.
The tablet’s operating system encourages liveliness and
interactivity in questionnaires. The pollster can rely on the
tablet’s multimedia tools to allow respondents to perceive
the survey’s context in a better light and thus improve the
quality of their answers. These advantages, which translate
into a reduction in the costs of face-to-face surveys, favour
the use of administered surveys.
This trend is also strengthened by the use of smartphones
to collect data. Many companies have already taken an
option on this technology. Survey apps have been developed
to allow research companies to use their respondents’
smartphones to collect data, a method that helps reinforce
the respondents’ involvement and thus improve the quality
of the data.
“The people who accept completing a questionnaire
with their smartphones have taken the voluntary step
of downloading and installing the application on their
device,” notes David Lacan, director of Mobile Solutions
for Voxco, a global provider of software solutions for
marketing researchers, governments and other institutions.
“That voluntary involvement from the respondent can be
reinforced with the use of a ‘push’ notifications system,
which allows one to send motivating messages to complete
the questionnaire.”
A special link is thus created between interviewer and
interviewee. This approach is good for preserving the
advantages of both face-to-face and self-administered
survey modes. As would an interviewer, the notifications
transmitted via smartphone encourage respondents to
answer; but respondents who can keep their subjectivity are
less bothered by inhibition and can answer as freely as they
wish.
However, the exploitation of results will require an
analytical grid different from traditional survey methods.
Michel Saulnier, outgoing president of MRIA’s Quebec
Chapter, insists that different data collection methods – via
the Internet, the phone, or new mobile survey tools – will
produce different results. “For fifty years,” he observes, “our
measures of perception were established with the help of
points of comparisons stemming from telephone surveys.
Today, the multiplicity of channels from which we collect
data will make analysing the results a much more complex
exercise.”
Saulnier underscores the fact that mobile surveying
strategies are nascent and that the solutions implemented
in the coming years will probably be like multichannel
surveys: “It is important to understand that all the different
techniques used to collect data, from traditional surveys
to mobile ones, are not opposed to each other but rather
complete one another.”
The true challenge in the years to come is not to be
found in the means of implementation in obtaining
information, but rather in learning to analyse data that stem
from multiple channels.
vue March 2013
15
F E ATURE
Mobile Surveys: It’s Time to Choose
Will it be software connected to the Internet, customized software, or dedicated apps?
1. Software Connected to the Internet
A common mistake is to think of mobile devices as mere
Internet browsers and to believe that a web-based application
or program, adapted as a mobile site, can completely answer
the needs of data collection.
Characteristics of software connected to the Internet
• Accessibility: It is critical that a network has a data collection
operation going. Even if current mobile networks are much
more present than a few years ago, “dead spots” still exist. In
the areas not covered, it is simply impossible to use webbased applications.
• Speed and reliability: A web application will always be
slower than a native application, a situation that can prove
cumbersome during interviews if it’s necessary to wait many
seconds after each question or an ill-timed disconnection
from the network occurs.
•C
osts: In order to be able to use a web-based application
while on the move, one needs a mobile network. Some
places are equipped with WiFi networks that can be used
with tablets, but these require staying at the same location
to keep within reach of the network. The other solution is
to use a mobile network such as 3G. This type of network
allows for a much wider range, but at the cost of slower
speed and a higher operational budget.
2. Customized Software
This approach consists in considering tablets as classic
computers and in quickly adapting existing software in order
that the software works with the tablets currently on the market.
Characteristics of Customized Software
•L
imited choice: Only very few (and expensive) tablet models
are adapted to this operating mode. They are those that work
under Windows 8 (such as the Microsoft Surface Pro), and
whose prices are generally over $1,000. Those applications
will not operate on the more prevalent tablets, whose prices
are closer to $500.
• Ergonomics: Software that is simply “transferred” to tablets
will not benefit from the particular ergonomics of these
terminals, and the software can even prove difficult to use.
That said, ergonomics is one of the main draws of such
tablets. In any case, only an application that has been entirely
rewritten for tablets will truly benefit from the devices’
advantages.
3. Dedicated App
This is the most complex solution for software publishers, but
also the only one that shows real potential for mobile surveys.
Such an application, entirely rewritten for the market’s most
common tablets and smartphones, offers optimal ergonomics.
Characteristics of the Dedicated App
•N
ative application: Specifically developed for certain types
of tablets and smartphones, this solution optimally uses all
the functionalities that mobile and touch technologies have
to offer.
•A
utonomous solution: The application may be used
without a network connection. Questionnaires and
interviews are stored in a device’s memory.
•A
vailability: The application can be widely distributed
through an upload to the interrogated individuals or only to
the researchers.
Pilot Project, Recommendations and
Key Questions
Before launching a mobile survey pilot project, it is essential
to select material that is adapted to the project’s needs. It
is recommended that researchers check five points before
proceeding.
Five-Point Checklist
• Was the adopted solution tested? (Has it existed for some
months, or is it still a beta version?)
•C
an the adopted solution operate on the main tablets and
smartphones available on the market, freeing up the choice
of which terminal to use in order to start and develop the
project?
• I s the solution specifically conceived for mobile devices, or is
it rather the mere adaptation of an existing application that
was not designed for mobile use?
• I s the solution available on standard app stores, allowing for
simple and fast downloads?
• I s there a demonstration copy that would allow for
ergonomics testing of the application on different models
of tablets and smartphones?
Marie-Eve St-Arnaud is the Marketing Communications Manager at Voxco. She can be reached at
[email protected]
16 vue March 2013
F EATUR E
Les enquêtes
mobiles :
Des solutions d’avenir en question?
Marie-Eve St-Arnaud
Les nouvelles technologies de communication offrent
de nouvelles perspectives pour les professionnels de la
recherche. Les enquêtes mobiles se développent très
rapidement et risquent de redéfinir toutes les pratiques de la
collecte de l’information et l’exploitation des résultats.
De l’industrie du loisir à la gestion de la vie quotidienne
en passant par la gestion de pratiques professionnelles
(gestion de projet, gestion d’inventaires, suivi des ventes,
etc.) les tablettes et les applications mobiles s’intègrent de
plus en plus vite dans tous les aspects de la vie quotidienne
des particuliers et des professionnels. Tous les secteurs sont
concernés. Une simple visite sur les boutiques en ligne
d’applications d’Apple ou d’Android peut donner le tournis.
Les chiffres dépassent notre imagination. Apple et Android
proposent respectivement des catalogues comprenant plus de
600 000 et 700 000 applications...
La conséquence de cette explosion de nouvelles
technologies, tant au niveau matériel (tablettes électroniques,
téléphones intelligents) qu’en matière de logiciels
(applications iPad, iPhone, Android, etc.), provoque un
changement radical de comportement social. La firme
Deloitte estime dans une de ses études que l’achat d’appareils
électroniques pourrait devenir un « rite de passage » pour
atteindre un statut social identique à celui que les familles
effectuent en investissant dans l’achat d’une maison ou
d’une voiture. Le cabinet d’étude international ABI Research
annonce 2013 comme « année de la tablette ». Plus de 145
millions d’unités devraient être vendues dans le monde
dont 20 % seront utilisées dans un contexte professionnel.
Le marché de la téléphonie mobile est également en pleine
effervescence. Trois personnes sur quatre dans le monde
possèdent un cellulaire et un appareil sur deux, en 2013, sera
un téléphone intelligent. L’impact de la technologie mobile
sur l’organisation sociale est déjà visible. La compagnie
Rogers estime que 75 % des Québécois devraient utiliser le
paiement sans fil quotidiennement d’ici les deux prochaines
années et que la majorité des Canadiens devraient faire
l’usage de leurs appareils mobiles évolués dans le cadre de
leur travail. Tous ces chiffres montrent clairement que la
population des pays industrialisés a bouleversé ses modes de
communication et privilégie aujourd’hui le cyberespace.
Les entreprises de recherche se sont adaptées et ont
intégré les enquêtes mobiles dans leurs stratégies. Ce virage,
entamé il y à peine cinq ans, est le résultat de plusieurs
bouleversements conjoncturels majeurs, tant au niveau
du développement de nouvelles technologies qu’au niveau
sociétal. Aux États-Unis, selon une étude de CASRO*, plus
de 50 % des sondages sont faits aujourd’hui par Internet.
Cette tendance des entreprises de recherche américaines à
se tourner vers des sondages en ligne est en grande partie
reliée à deux phénomènes qui se sont entrechoqués durant
l’année 2008 : la crise économique mondiale provoquant
une chute des budgets des clients et les taux de réponse des
enquêtes téléphoniques en chute libre (moins de 10 %).
Réactives, les entreprises de recherches américaines n’ont pas
hésité à passer des enquêtes téléphoniques aux questionnaires
en ligne sur le web, leur permettant ainsi de réduire leurs
coûts d’opérations. De plus, il est estimé qu’environ 10 %
des sondages web sont complétés sur téléphone mobile,
démontrant une courbe de croissance depuis les dernières
années.
Au Canada, le contexte est très différent. Les enquêtes
téléphoniques génèrent des taux de réponse pouvant aller
jusqu’à 30 % et donc justifient les investissements reliés à
ces opérations. Toutefois, le développement extrêmement
rapide des nouveaux outils de communications (téléphones
vue March 2013
17
F E ATURE
intelligents, tablettes, réseaux sociaux...) a changé la donne
pour les entreprises de recherche. La principale question
reste entière : « aujourd’hui, quels sont les meilleurs outils
de communication pour rejoindre une cible précise à un
endroit donné dans l’environnement du cyberespace et de la
communication mobile? »
Le développement des technologies mobiles intervient
presque comme une réponse à ces nouvelles contraintes.
Toutefois, il n’existe pas de réponse et de stratégie unique.
Si la tendance naturelle est de se tourner vers les enquêtes
mobiles en mettant en place des moyens de collecte basés sur
les nouvelles technologies (sondage sur le web et utilisation
des tablettes pour les enquêtes en face à face), le spectre
des résultats de recherche obtenus est très large et demande
une grande connaissance de ces nouveaux outils et de leurs
impacts sur les résultats.
La maîtrise de la technologie mobile, appliquée
aussi bien dans le cadre d’enquêtes administrées par un
enquêteur et dans les études où le répondant remplit tout
seul le questionnaire, est le principal défi des années à
venir des entreprises de recherche. Beaucoup d’initiatives
sont prises actuellement pour trouver quelles sont les
meilleures solutions. L’apport de la réactivité des nouvelles
technologies, notamment de la tablette et des téléphones
intelligents couplés avec des applications, change les
pratiques et risque de modifier les tendances actuelles de
recherches.
Ainsi, l’utilisation de tablettes, pour la collecte
d’informations en face à face, va améliorer la productivité de
ce type d’enquêtes. Les informations recueillies sont traitées
en temps réel et enrichies de données, jamais exploitées
auparavant, comme les coordonnées géographiques de la
personne interrogée (provenant du GPS de la tablette) ou
encore de photos et de vidéos capturées durant l’entrevue.
Les informations collectées peuvent être exploitées
immédiatement sans passer par les étapes de transfert
et de saisie des données. L’impact de l’utilisation d’une
tablette sera également perceptible au niveau de la nature
des informations recueillies. Le système d’exploitation
des tablettes favorise l’animation et l’interaction des
questionnaires. L’enquêteur peut ainsi s’appuyer sur les outils
multimédias de la tablette pour permettre au répondant de
mieux percevoir le contexte de l’enquête en cours et ainsi
améliorer la qualité des réponses obtenues. Ces avantages,
qui se traduisent par une réduction des coûts d’enquête en
face à face, favorisent l’utilisation d’enquêtes administrées.
Cette tendance est également renforcée par l’utilisation
des téléphones intelligents pour collecter des informations.
18 vue March 2013
De nombreuses entreprises ont d’ores et déjà pris une option
sur cette technologie. Des applications d’enquêtes ont été
développées pour permettre aux entreprises de recherche
d’utiliser les téléphones intelligents de leurs répondants
pour collecter l’information. Cette méthode permet de
renforcer l’implication du répondant et donc d’augmenter
la qualité de l’information collectée. « Les personnes qui
acceptent de répondre à un questionnaire à partir de leur
téléphone intelligent ont effectué une démarche volontaire
pour télécharger et installer l’application sur leur appareil »,
souligne David Lacan, directeur des solutions mobiles chez
Voxco. « Cette implication volontaire du répondant peut
être renforcée par l’utilisation de systèmes de notification
“push” qui permettent d’envoyer des messages d’incitations
à répondre au questionnaire ». Un lien privilégié est ainsi
créé entre l’enquêteur et la personne interrogée. Cette
approche permet de conserver les avantages des deux modes
d’enquêtes. Le répondant est incité à répondre par les
notifications transmises par l’application de son téléphone
intelligent (comme le ferait un enquêteur), mais il garde sa
subjectivité et n’est pas gêné par son inhibition pour pouvoir
répondre le plus librement possible.
Par contre, l’exploitation des résultats nécessitera une grille
de lecture différente des méthodes d’enquêtes traditionnelles.
Michel Saulnier, Président sortant du chapitre québécois de
l’ARIM, insiste sur le fait que les méthodes de collecte des
données, par internet, par téléphone, ou par les nouveaux
outils des enquêtes mobiles produiront des résultats
différents. « Depuis cinquante ans, nos mesures de perception
ont été établies à partir des points de comparaisons issus des
études téléphoniques. Aujourd’hui, la multiplicité des canaux
de collectes va rendre beaucoup plus complexe l’analyse des
résultats ». Il souligne que les stratégies d’enquêtes mobiles
en sont à leurs balbutiements et que les solutions qui seront
mises en œuvre dans les prochaines années s’apparenteront
probablement à des sondages multicanaux. « Il faut bien
comprendre que toutes les différentes techniques des
enquêtes traditionnelles aux enquêtes mobiles utilisées
pour collecter l’information ne s’opposent pas, mais se
complètent ». Le véritable défi des prochaines années ne se
trouve pas dans les moyens à mettre en œuvre pour obtenir
l’information, mais plutôt dans l’apprentissage de l’analyse
des données issues de multiples canaux.
*CASRO : Council of American Survey Research
Organizations
F EATUR E
Enquêtes mobiles, l’heure des choix :
Logiciel connecté à internet, logiciel adapté ou application dédiée (app)?
1. Logiciel connecté à internet
Une erreur consiste à penser que les appareils mobiles ne
sont que des navigateurs internet, et qu’une application ou
logiciel connecté sur le Web peut permettre de répondre
complètement aux besoins de collecte d’informations.
Caractéristiques :
• A
ccessibilité : un réseau est indispensable pour pouvoir
opérer une collecte d’informations. Même si les réseaux
mobiles actuels sont bien plus présents qu’il y a quelques
années, les « zones blanches » existent toujours. Dans ces
zones non couvertes, il est totalement impossible d’utiliser
des applications web.
• R
apidité et fiabilité : une application web sera toujours plus
lente qu’une application native, ce qui peut se révéler gênant
lors d’une entrevue s’il est nécessaire d’attendre plusieurs
secondes à la fin de chaque question, voire subir une
déconnexion intempestive du réseau.
• C
oûts : pour pouvoir utiliser une application web en
mobilité, il faut disposer d’un réseau mobile. Certains
lieux sont équipés de réseaux Wi-Fi utilisables sur tablettes,
mais cela nécessite de ne pas bouger pour rester toujours
à portée du réseau. L’autre solution consiste à utiliser un
réseau mobile du type 3G. Ce type de réseau permet une
couverture bien plus importante, mais au prix d’une vitesse
moins élevée et d’un budget opérationnel supplémentaire.
2. Logiciel adapté
Cette approche consiste à considérer les tablettes comme des
ordinateurs classiques, et à adapter rapidement les logiciels
existants pour qu’ils fonctionnent avec les tablettes présentes
sur le marché.
Caractéristiques :
• L
imitation de choix : seuls quelques très rares (et
chers) modèles de tablettes sont adaptés à ce mode de
fonctionnement. Il s’agit des tablettes sous Windows 8
(comme la Microsoft Surface Pro), dont les prix s’établissent
généralement à plus de 1000 dollars. Les tablettes les plus
courantes, dont le prix est plutôt de 500 dollars ne pourront
pas faire fonctionner ces applications.
• Ergonomie : un logiciel simplement « porté » sur tablette ne
bénéficiera pas de l’ergonomie particulière de ces terminaux
et elle peut même se révéler difficile à utiliser. Or, c’est
l’ergonomie qui fait l’intérêt principal des tablettes. Dans
tous les cas, seule une application réécrite complètement
pour les tablettes pourra réellement bénéficier des avantages
de ces terminaux.
3. L’application dédiée (app)
C’est la solution la plus complexe pour les éditeurs de logiciels,
mais c’est aussi la seule qui présente un intérêt réel pour les
enquêtes en mobilité. Ces applications, entièrement réécrites
pour les tablettes et téléphones intelligents les plus courants du
marché offrent une ergonomie d’utilisation optimale.
Caractéristiques :
• Application native : solution développée spécifiquement
pour un type de tablette et téléphone intelligent qui utilise
d’une façon optimale toutes les fonctionnalités proposées par
la technologie mobile et tactile.
• S
olution autonome : l’application peut être utilisée sans
connexion réseau. Les questionnaires et les entrevues sont
stockés dans la mémoire des appareils.
• D
isponibilité : l’application peut être diffusée massivement
par téléchargement aux personnes interrogées ou
uniquement aux enquêteurs.
Projet pilote, recommandations et questions clés
Avant de lancer un projet pilote d’enquête mobile, il est
indispensable de choisir un matériel adapté aux besoins du
projet.
5 points à vérifier :
• La solution choisie est-elle éprouvée (elle existe depuis
plusieurs mois ou il s’agit encore d’une version bêta)?
• La solution choisie fonctionne-t-elle sur les principales
tablettes et téléphones intelligents du marché afin de laisser
le choix du terminal sur lequel démarrer puis développer le
projet?
• La solution est-elle conçue spécifiquement pour les appareils
mobiles ou s’agit-il de la simple adaptation d’une application
existante, non prévue pour une utilisation mobile?
• La solution est-elle bien disponible sur les boutiques
d’applications standards, permettant un téléchargement et
des mises à jour simples et rapides?
• Existe-t-il une version de démonstration qui permet de
tester l’ergonomie de l’application sur différents modèles de
tablettes et téléphones intelligents?
Marie-Eve St-Arnaud est Responsable en communication marketing chez Voxco, vous pouvez la joindre à
[email protected]
vue March 2013
19
Mobile Research
Myth-Busting:
Confirmed, Busted or Plausible?
Melanie Courtright
According to PBS, myths are stories that are based on
tradition. Some myths may have factual origins, while others
are completely fictional. In research, tradition certainly
forms many of our myths. As new modes and methods
emerge, we take the traditions and lessons we’ve learned
from the mainstream practices, and we do our best to apply
them to the new modes. Many have factual origins, like
thinking about how length of interview has changed over
the years, and how that change might apply to mobile.
The key thing all myths have in common is that they are
unproven.
As Research Now, a U.S.-based digital data collection
provider, has developed and grown its mobile business,
we’ve taken on the task of myth-busting. We want our
recommendations and business rules to be based on science
and measurement rather than assumption and tradition.
And we’d like to share with you what we’ve learned.
In this article, we’ll be taking a closer look at three myths.
1. The people who take mobile surveys are
different, because they represent only a portion
of the overall population.
First, it’s important to define who can take a mobile
survey. Since most research applications are based on the
use of a smartphone app on either the Android or Apple’s
iOS operating system, we will focus on that audience for
purposes of testing this theory.
When comparing the population of the United States
(U.S. Census Bureau, 2010 census) to the population
20 vue March 2013
of smartphone users, there are demographic differences.
Smartphone user demographics tend to skew slightly more
toward females, younger users, and minorities, as well as toward
those at either end of the income spectrum. See table 1.
Table 1. Population Demographic Comparisons
Census (%)
Android/
iOS Users (%)
Male
Female
49.147.60
50.952.40
18–24
13.119
25–34
17.524.7
35–44
17.519.4
45–54
19.218
55+
32.818.9
Hispanic
16.318.5
African-American 12.614.2
Caucasian
72.466.0
Earning less than $25,000
24.9
27.4
$25,000–$49,999 25.121.9
$50,000–$74,999 18.316.8
$75,000–$99,99911.89.8
$100,000+
19.924.0
F EATUR E
Statistically, this test does prove that the smartphone
population reached by most research firms is
demographically different than the U.S. census population.
MYTH CONFIRMED!
Therefore, we recommend that you define the population
of interest and that you ensure you set inbound or complete
quotas rather than “taking what you can get” from a mobile
panel. But are there more than demographic implications?
This question brings us to our second myth to test.
2. The actual data you get from mobile surveys will
be different than the data you collect from online
surveys or from other data, because the people are
different attitudinally and behaviourally.
To test this theory, we ran parallel tests on a range of topics with nearly 30,000 people globally, and with a focus on
mass population sporting events. To keep the A/B test free
from other biasing factors, we used the same source for both
survey populations (e-Rewards online panel), with the only
difference being survey mode. While we saw demographic
differences as noted above, we see in tables 2, 3 and 4 the
results from three of the survey questions in which the data
were weighted to match on age, gender, income and ethnicity.
Table 2. Attitudinal Comparison Example
Q: Thinking about sports in general, please state how much
you agree or disagree with the following statements (0
meaning complete disagreement and 5 meaning complete
agreement). I am only interested in major sporting events.
MobileWeb
(Mean)(Mean)
2.95
2.97
I love watching all sports.
3.11
3.14
I play/participate in sports regularly.
3.12
3.22
Sports really don’t interest me.
2.18
2.17
Watching/engaging in sports is important to me.
3.51
3.56
There are more important things in life than sports.
3.57
3.56
The Olympics will increase my interest in sports.
3.24
3.31
The Olympics will make me more active in sports.
2.75
2.85
I will watch the Olympics with friends and family.
3.66
3.72
There are more important things happening in the world than
the Olympics.
3.60
3.59
Table 3. Behavioural Comparison Example
Q: Do you smoke cigarettes every day, some days,
or not at all?
Every day
Mobile
(%)
Web
(%)
15.1
14.2
Some days
7.8
6.5
Not at all
77.1
78.1
Table 4. Media Consumption Comparison Example
Q. Thinking about ways in which you have or will be watching/
following the London 2012 Olympics, which of the following
methods have you used or will be using?
MobileWeb
(%)(%)
Television
9291
Newspapers
4240
News website(s)
33
36
Radio
3132
Updates from friends and family
24
Sport website(s)
23
25
The official London 2012 website 22
26
Facebook
1924
Magazines
1313
Mobile phone apps/applications
28
13
15
Website(s) from the sponsors
8
9
Twitter
810
Other social networks
6
7
Attending live events
5
6
Blogs
46
Once weighted to demographics across the entire survey,
we found no differences in either attitudinal or behavioural
data. While differences might have been found had differing
sources been used, or had we compared to an offline mode,
the overriding belief that mobile users are different than
non-mobile users was proven false when all other factors
were held constant. MYTH BUSTED!
So if we now find that we can produce useful data for
decision-making from mobile surveys, the question now
becomes, What can we really ask them? Our third myth
centres on this question.
3. You can’t ask mobile participants to do very
much. Mobile surveys have to be very short and
very easy.
vue March 2013
21
F E ATURE
To test this belief, we reviewed the more than 150 mobile
projects we’ve completed at Research Now, comparing the
completion and response rates to each other, and to what we
would typically see from an online survey. Here’s what we
found:
• Response rates are very healthy for all of the surveys,
indexing higher than online survey response rates and
likely seeing a novelty lift, as was seen in the early days of
online.
• Completion rates are high on some projects and lower on
other projects.
• Lower completion rate surveys appear to have three issues:
content, format, and length.
- Survey content: asking respondents to do too much
(multiple audio and video tasks, for example) or to
engage with content that is uninteresting or hard to
remember
- Survey format: trying to retain online questions in a
mobile environment, resulting in difficulty maneuvering
through the survey
- Length of survey: surveys longer than 25 minutes, often
due to the survey content and format issues, above.
22 vue March 2013
We have seen very successful longer surveys, including
fourteen-day diary activities in which the average participant
completed thirteen of the fourteen days. These surveys were
designed specifically for the mobile environment, however.
MYTH PLAUSIBLE (dependent on survey design)
As I reflect on these findings, and on my prior
experiences with mode changes in research, I quickly get
a sense of déjà vu. Does this sound familiar: “We have a
new survey mode with higher respondent engagement due
to ease and experience, but which comes with the need to
adjust our instruments and better our practices.”
These findings mirror what we noticed in the migration
from phone to online. During that time, we had the
opportunity to reinvent the surveys we presented and
the ways we went about collecting data. Many believe we
squandered that opportunity, placing our concerns about
comparability ahead of the survey takers’ need for a better
experience and sacrificing one error type for another. Here’s
to hoping we don’t miss our second chance!
Melanie Courtright is vice-president of Research Services at
Research Now in the U.S. She can be reached at
[email protected]
MRIA PUBLICATIONS
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Bridging the Gap
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The Power of
Behavioural Economics
and How to Use It
Elina Halonen and Leigh Caldwell
In the past couple of years, behavioural economics has become
one of the most popular buzzwords in the marketing research
industry across the world. Almost every conference has a
session or a talk focusing on it, and you can hardly open an
industry publication without coming across an article talking
about an aspect of it. The interest has not been limited to just
research agencies: more and more clients are finding the idea of
subconsciously influencing consumers by applying the principles
of behavioural economics incredibly alluring.
Yet not everyone is as enthusiastic about the magical powers
of persuasion promised by behavioural economics. If we’re all
irrational, fallible and easily persuaded by seemingly simple
tricks, does that leave us vulnerable and exploitable, at the mercy
of those who master these principles?
Many of the critics have voiced concerns over the ethical
issues around the approach of benevolent, liberal paternalism
displayed by public entities using these psychological principles
to “nudge” citizens. Most recently, the Obama administration is
known to have consulted top behavioural scientists for advice on
how to mobilize voters through subtle motivational techniques,
while in the U.K., the British government has set up an entire
team of behavioural science experts to advise it. Some critics
view such initiatives as sinister attempts at manipulating people
and tricking them into doing things against their will.
Similar concerns are also emerging within marketing
and marketing research: if we know what the consumers
are thinking, behavioural economics is seen as a way of
manipulating consumers into doing something against their will
by exploiting their fallibility and irrational decision-making.
But is the debate really about the supposed powers of
behavioural economics and how we use them? Or could the
rise of behavioural economics in marketing research simply be
highlighting some more fundamental issues we as an industry
have struggled with for years?
24 vue March 2013
Who Knows What We Want?
Traditional utilitarian economics treats consumers as sovereign:
their choices are always the best ones they could possibly make,
and they always know what they want. In this world, companies’
role is simply to find out what it is consumers want and to
provide it. There is no conflict between the company and the
consumer; companies can sell only what consumers already want
and know they want. In this world, our role as research agency is
simply to persuade consumers to reveal some of their preferences
so companies can supply the relevant goods.
But in the world of behavioural economics, consumers don’t
actually know what they want. We, the consumers, change our
minds about what shampoo we want depending on how retailers
position the bottles on the shelf, which car we buy depending on
what our neighbours are driving, and anything else we purchase
depending on whether it is described as a loss or a gain. We
can be persuaded to buy something we don’t really want, just
because we believe that it’s what everyone else is buying or that
it’s a bargain (even if it really isn’t).
We don’t necessarily have well-defined preferences, and so
companies, because they have the opportunity to actually shape
consumers’ preferences, may face a conflict between their own
interests and those of their customers. A similar conflict exists
for governments: while they may claim to act in the interests of
citizens, many observers think they are merely using nudges as
a way to get away with a power grab that voters wouldn’t allow
them if they tried to do it via traditional legal means.
So, if companies have no reason to act for consumers,
governments can’t be trusted to, and consumers don’t know their
own interests well enough to do it themselves – who will act for
consumers?
Wolf in Sheep’s Clothing, or Good Shepherd?
There is one group in society whose whole raison d’être is
to understand what consumers want and what their real
F EATUR E
interests are. They’ve been doing it for decades and, for all the
imperfections, they’re quite good at it. They are, of course,
ourselves: marketing researchers.
Traditional marketing research simply assumes that
consumers know what they want and that the job of the
researcher, on behalf of a client, is to ask them what that is. But
behaviourally aware marketing research accepts the psychological
reality that consumers don’t know what they want, that they
don’t make choices that reflect what they want, and that any one
person doesn’t always want the same thing from one moment to
the next.
In this world, marketing researchers have the opportunity
to genuinely know the consumers better than they know
themselves. This knowledge should be accompanied by a certain
humility. We will only ever focus on a small slice of any one
consumer’s desires and behaviours but, within that slice, we can
understand the complex dynamics and decision processes, the
trade-offs between short- and long-term desires, and the external
and internal factors that will make a difference to that consumer.
As researchers, we pride ourselves on our objectivity, and over
time we have also lulled ourselves into an illusion of neutrality:
“We don’t take sides – we’re just the messengers!”
We think of ourselves as the voice of the consumer, but what
does that really mean?
We’ve Got the Power
Our work gives us the power to know what’s really in the
consumers’ interest, and to use it either to help those consumers
or to help our client take advantage of them. We are, of course,
paid by clients; but we don’t need to take that as carte blanche to
ignore what consumers need. Lawyers and accountants subscribe
to a code of ethics which – as well as protecting the integrity
of the law or the tax system – can protect their clients from the
long-term consequences of their own desires. Is it time for us, as
an industry, to develop similar principles?
More radically: Just as lawyers can be instructed by the
different sides in a dispute (representing society, a company or an
individual), should marketing research agencies sometimes act
directly for consumers, researching what they do, or potentially
could, want from a marketplace rather than just finding out
what a company could sell to them?
We have developed extensive codes of ethics and conduct
to protect the respondents from harmful research practices; we
see ourselves as having a responsibility to protect them and to
inform them of what we’re doing. As an industry, we also keep
talking about how we want to have a voice in the boardroom.
But are these really the debates we should be having, or should
we, instead, be thinking about our role as researchers beyond
the immediate context of clients and respondents, in the bigger
picture of what our responsibility is to society?
As Einstein famously said, “The release of atom power has
changed everything except our way of thinking. ... The solution
to this problem lies in the heart of mankind. If only I had
known, I should have become a watchmaker.”
The problem does not lie with the invention of behavioural
economics and its popularity in marketing research. It’s much
deeper than that. There is no other group of people that has at
its fingertips as much knowledge of why it does what it does.
Behavioural economics is merely another way of leveraging the
immense power that we as researchers have always had.
Let’s use it well.
Elina Halonen is a partner at The Irrational Agency in the United
Kingdom. Leigh Caldwell is her business associate. Elina can be
reached at [email protected]
vue March 2013
25
The Rise
and Rise
of the
Smartphones…
Vinu George
This article is not about research on handset features, mobile downloads, apps,
average revenue per user, or carrier woes, but about how the smartphone screen is
becoming an integral part of the consumer’s lifestyle and is here to stay.
Heard of 20th Century Fox’s 1955 movie The Seven Year
Itch? It’s famous for establishing Marilyn Monroe via the
now iconic image of her standing on a subway grating as
a rush of air blows her white dress up around her legs. Go
ahead and preview this movie on your smartphone, and
you can continue watching it on your tablet. Or in your
downtime, stream it via your gaming console to relax and
recharge between gaming sessions. Better still, watch it with
friends on your big-screen smart TV, streaming Netflix live.
Sound a bit far-fetched?
Well, I did all this last weekend – on my Nokia 920
smartphone, then on my Surface RT tablet, on my Xbox
gaming console, and then on Aquos TV. And my viewing
experience was almost the same across all these devices,
thanks to the Netflix content delivery! Again, could this be
more of an exception? Netflix doesn’t think so.
Netflix encodes a movie in 120 different versions to
ensure that consumers get an optimal viewing experience
across the 900-plus devices to which Netflix streams. This
is a great example of device-agnostic content and userexperience delivery.
26 vue March 2013
Welcome to the connected world. Now, advertisers and
marketers need to fight for consumers’ attention – not
against other ads, but against high-quality, user device–
agnostic content, which is available and streamed (almost)
free. Ads and commercial messages now fight against the
latest trending YouTube video or topic.
So what does this need for user device–customized
content delivery have to do with us in marketing research?
In short, it is about how, as an industry, we’ve not
fully tapped the potential of the smartphone, either as an
information source or as a tool.
Taking a step back, the smartphone is at 40-45 per cent
penetration levels in Canada, and the category continues
double-digit growth. Business news in recent years has been
about the Apple rise, the Samsung fight, and now the fortunes
of BlackBerry. Data plans have become affordable, with a mobile
operator breezily offering unlimited data and talk time for just
$29 a month. All this has propelled the smartphone, and mobile
Internet access, to maturity stages enabling mass adoption.
How is this affecting consumer behaviour, the way
users both consume and create information using smart
connected devices?
F EATUR E
In trying to understand this change in behaviour, we
need to be careful that we are not limiting ourselves by
labelling consumers as just “smartphone” users – because
doing so masks the true multi-screen experience in which
they are immersed. While the smartphone plays a personal
and intimate part, it is just a part in this world of multiscreen smart connected devices.
We are now moving to a five-screen world – ranging, in
order, from large-screen TVs to gaming consoles, laptops/
PCs, tablets, and smartphones. Content is now consumed
and created across these screens. However, there are some
generalizations we can apply:
• TV is more about passive entertainment and relaxation.
• Gaming is more about active entertainment and fun.
• PCs/laptops are for information-seeking and learning
(creative pursuits).
• Tablets are for discovery and light reading/consumption.
• Smartphones are for social activities, linking and (of
course) talking.
These generalizations are just that. There’s a high degree
of usage overlap across screens. And content providers
have started catering to this fact, mapping screen-shifting
behaviours to ensure that content is ready, whenever and
wherever you need it.
All combinations of screen-shifting need to be accounted
for. In some cases, consumers start on one screen and then
jump to another for the next phase of activity – for example,
checking movie times on the go and later buying tickets on
another device, saving an article on a phone, to read on a
larger screen later.
The Pampers Hello Baby app is a great example of how
the consumer packaged goods (CPG) world is working in
this multi-screen paradigm: content is personal and the
device optimized. Closer to home, Sobeys has launched the
Moodie Foodie app, which provides productivity (in meal
planning) with bite-sized information to assist in the meal
preparation journey. On the functional side, banking apps
(from RBC’s to ING Direct’s) all deliver a device-agnostic
customized user experience.
How is the marketing research industry leveraging
or planning to leverage this rise of the smartphone and
connected devices?
Being truly consumer/respondent-centric requires that
we provide device-agnostic survey/information portal access.
And how do we truly leverage the smartphone as a research
tool? Just adapting online surveys to fit to a mobile phone
screen is not optimal.
Our industry has moved from paper surveys to telephone
to online. But imagine getting respondents to complete a
fifteen-minute survey on the mobile device.
Let us try and adapt our standard online surveys for
mobiles, or across smart connected devices. There are two
ways we could deliver such a development.
One way is to deliver a basic survey that can fit most of
the devices. But in the interest of universal access, we have to
give up on user experience. In delivering this survey to cover
a wide range of access devices, we’d end up delivering to a
lowest common denominator of a very plain, boring survey.
The alternate is to design for a survey with a user deviceencoded delivery, like the Netflix example. This delivers the
optimal user experience but may not be cost-effective in
most cases.
Should we then be looking at this question differently?
Instead of force-fitting our current research methods
to mobile screens, should we reconsider how and what we
ask across these new smart devices? Can survey systems be
designed to intelligently adapt to user devices and capture
more relevant location-based information rather than
deliver our traditional “20-attribute, 6-brand, 5-point” scale
battery? Can information be captured and reported without
conscious respondent input – providing, say, temperature,
rainfall, humidity, ambient noise level, time of day, and
date – when respondents are enjoying a cold malt beverage
and then need to answer only a few direct questions on their
“felt” beverage consumption experience?
Lenny Murphy, editor-in-chief of the GreenBook Blog,
referred to the rise of the mobiles as survey-response devices
and featured this phenomenon in GreenBook’s webinar
“Predictions for 2013.” The rise of mobile devices results in
shortened survey lengths (to make surveys manageable on
mobiles), shorter projects, streamlined research objectives,
and the marrying of results across projects. These approaches
mark differences from past survey research thinking, which
attempted to answer all the objectives, assuming a captive
online survey respondent.
This development begs the question, Who will lead the
charge to move to the “new and improved” mobile research
model? Will the model be a client side–driven one, or will
an agency identify the development as an opportunity space
to leverage? Or will it serve an initiative both sides need to
work on together to arrive at a solution that keeps up with
the respondents’ behaviour changes?
Is all of this a change the marketing research industry
needs to adapt to – so as to not get left behind in the old
world of traditional online surveys?
vue March 2013
27
F E ATURE
The Change for Client-Side Researchers
The client/demand side needs to be comfortable with the
changing world of research data collection. Moving to this
phase of mobile research requires a paradigm shift in how
we structure research, how we engage with research agencies,
and even how we define research agencies.
The shift in research design is that, instead of one survey
answering all our questions, we need to be comfortable with
several short surveys addressing objectives – among different
sample sets and maybe even at different times.
The advantage is a research design that collects rich
responses that have been provided by respondents in the
right frame of mind, and at relevant junctures (decisionmaking criteria while at the store shelf, diet challenges at
3:00 p.m., etc.). This multiple-survey method also provides
the flexibility of revising the design or information focus
midway, based on new learning unearthed in initial stages.
However, this shift in research design requires a bit of
unlearning – as we need to move away from our “sample
size and sampling error” comfort zone since, in mobile
research, the robust representative sample we’ve grown used
to may not be feasible. We also need to give up the data
collection mentality of getting to know everything about
the respondent. And we may even need to pay more (when
viewed from the current cost per interview metric), but
value-wise the new model will be more cost-efficient!
The engagement models with research agencies need
to be revised too, in order to allow for the above design
change. Can we move to a non-project-based engagement
model? For inherent in a project model is the motivation,
on all sides, to maximize value, resulting in a need to address
all issues in one large project. And do we bring in nonmarketing research specialists – like business intelligence and
digital marketing teams – to partner with us?
The consumer has moved on. Are we planning and ready
to?
Vinu George has been active on MRIA’s Client-Side Researcher
Council for over four years. He currently leads Market Intelligence and Customer Insights at the Canadian arm of a global
software giant and, in the past, has held insights roles at Kellogg, Kraft, Emirates Telecom, and TNS. He can be contacted
at [email protected]
NOTICE OF ANNUAL AVIS D’ASSEMBLÉE
GENERAL MEETING GÉNERALE ANNUELLE
Toronto, Ontario, January 22, 2013
Notice is hereby given that the Annual General meeting of
Members of the Marketing Research and Intelligence Association
(MRIA) will be held as follows:
Monday, April 8, 2013
6:30 p.m. (local time)
Marriott Toronto Bloor Yorkville Hotel
90 Bloor St. East, Toronto Ontario
All members-in-good-standing of the Association are encouraged to
attend the AGM. An Agenda for the meeting.... is posted online at
mria-arim.ca/EVENTS/AGM.asp
Visit www.mria-arim.ca for more information.
By order of the Board of Directors
Rick Hobbs, CMRP
Secretary-Treasurer
28 vue March 2013
Toronto, Ontario, le 22 janvier 2013
Avis est par la présente donné que l’Assemblée générale annuelle des
membres de l’Association de la recherche et de l’intelligence marketing
(ARIM) se tiendra comme suit :
Le lundi 8 avril 2013
18 h 30 (heure locale)
Marriott Toronto Bloor Yorkville Hotel
90, rue Bloor est, Toronto Ontario
On encourage tous les membres en règle de l’Association d’assister à
l’AGA. L’ordre du jour de la réunion.... est disponible enligne a
mria-arim.ca/EVENTS/AGM.asp
Visitez www.mria-arim.ca pour obtenir de plus amples
renseignements.
Par ordre du conseil d’administration
Rick Hobbs, PARM
Secrétaire-trésorier
IN D USTRY N E W S
RRS
RESEARCH REGISTRATION SYSTEM
Since 1994, the RRS has allowed respondents to verify the legitimacy of a
research project; helped legislators and regulators differentiate between legitimate
survey researchers and unscrupulous telemarketers, phishers and scammers; and
protected the industry from unnecessary and unwanted regulation.
RRS
MRIA’s Research Registration System (RRS) has long
been a cornerstone self-regulatory mechanism for the
marketing, survey and public opinion research and
market intelligence industry in Canada.
Combined with other self-regulatory initiatives such
as our Code of Conduct and Good Practice and our
Charter of Respondent Rights, the RRS has paid
huge dividends in protecting the industry’s positive
reputation and good name with Canadians.
All Gold Seal and Basic Corporate Research Agency
members of the Association are obligated to register
all of their research projects with the RRS, and ClientSide Corporate members are encouraged to require
their agency suppliers to do so.
MRIA’s Research Agency Council provides strategic,
policy-level oversight of the Research Registration
System, and receives aggregate data-only on the
System’s performance.
Questions about the Research Registration System
should be addressed to Sylvie Corbeil-Peloquin,
Manager, Member Services, at 1-888-602-6742 or
905-602-6854, ext. 8726 or [email protected] or,
in her absence, Interim Executive Director, John Ball,
CMRP at ext. 8724 or [email protected].
Rules of Conduct and Good Practice
For Members of the Marketing Research and Intelligence
Association (2007):
Section A (5)
Members must uphold the MRIA Charter of Respondent
Rights.
Charter of Respondent Rights, Article 2
You can verify that the research you have been invited to
participate in is legitimate in one of two ways. You can
either obtain a registration number and the MRIA’s toll-free
telephone number for any research registered in the MRIA’s
Research Registration System or you can obtain the contact
information of the research director who is conducting the
study.
THE FOLLOWING COMPANIES HAVE REGISTERED
RESEARCH PROJECTS WITH THE RESEARCH
REGISTRATION SYSTEM DURING OCTOBER 2012:
GOLD SEAL CORPORATE RESEARCH AGENCIES
Advanis Inc.
Advitek Inc.
BBM Analytics
Blue Ocean Contact Centers
Campaign Research
Canadian Viewpoint Inc.
Cido Research
Consumer Vision Ltd.
Corsential ULC
Elemental Data Collection Inc.
Foundation Research Group Inc.
GfK Research Dynamics
Harris/Decima Inc.
Head Count
Hotspex Inc.
Ipsos Reid
Market Probe Canada
MBA Recherche
MD Analytics Inc.
MQO Research
NRG Research Group
Opinion Search Inc.
Phase 5 Consulting Group Inc.
R.A. Malatest & Associates Ltd.
Research House Inc.
Research Now
The Logit Group Inc.
TNS Canadian Facts
Trend Research Inc.
BASIC CORPORATE RESEARCH AGENCIES
Goss Gilroy Inc.
Ideaspace Research
Illumina Research Partners
Nexus Market Research Inc.
Quality Response Inc.
www.mria-arim.ca/RRS
vue March 2013
29
IND USTRY N E WS
QUALITATIVE RESEARCH REGISTRY (QRR)
In accordance with federal privacy laws, MRIA’s Qualitative Research Registry (QRR), or
Registre de la recherche qualitative (RRQ) in French, was created to provide an ongoing,
user-friendly vehicle for tracking those who do not want to be contacted or should not be
contacted for qualitative research studies.
QRR is a comprehensive do not call list
of those who have recently participated in qualitative
research studies, those who have asked not to be
contacted further, and those felt by recruiters and
moderators to be best served by not being contacted.
These respondents are marked as “do not call” in
accordance with established MRIA Standards.
All field and full-service companies are encouraged
to submit a list of their qualitative respondents for
entry into the QRR system each month, including
those who do not wish to be contacted.
Participating firms will receive monthly updates
of respondents to be screened from qualitative
recruitment samples. QRR works effectively to
increase the quality and integrity of the qualitative
research process, by serving as a control to ensure
respondents are not contacted more frequently than
is necessary.
However, the ability of the system to function
effectively is directly related to the co-operation
received from firms who provide recruitment services.
If you are a full service research firm or field supplier
that is currently participating in the Qualitative
Research Registry program – thank you very much
and keep up the good work!
If you are not currently participating, please get
involved! If you are interested in submitting to QRR,
please visit the MRIA website at www.mria-arim.ca/
QRD/QualResearchRegistry.asp for further explanation
and guidance on how to submit qualitative research
participants’ names, along with the required
electronic forms.
QUALITATIVE RESEARCH REGISTRY
SUBMIS­SIONS SHOULD BE SENT TO:
[email protected]
Submission templates and payment forms
can be found at
www.mria-arim.ca/QRD/QualResearchRegistryForms.asp
THE FOLLOWING COMPANIES HAVE
SUBMITTED NAMES TO QUALITATIVE
RESEARCH REGISTRY FOR
OCTOBER 2012
ONTARIO
Consumer Vision
CRC Research
Research House Inc.
Quality Response
Opinion Search
Nexus Research
Head Count
I & S Recruiting
Barbara C. Campbell Recruiting
Ipsos Reid
QUEBEC
MBA Recherche
CRC Research
Ipsos Reid
Opinion Search
Research House Inc.
WEST
Trend Research
CRC Research
Opinion Search
Research House Inc.
Barbara C. Campbell Recruiting
Ipsos Reid
ATLANTIC
Head Count
Opinion Search
Rules of Conduct and Good Practice for Members of the Marketing Research and Intelligence Association (2007),
Section C Rules Specific to the Conduct of Qualitative Research:
20. R
ecruiters should provide accurate data to the Qualitative
Research Registry, where such exists, on a consistent basis
and check all respondents against the Registry.
30 vue March 2013
21. M
oderators buying recruiting services should give primary
consideration to recruiting agencies which submit to the Qualitative
Research Registry, where such a service exists, on a regular and
ongoing basis.
2012-2013
AWARDS
& RECOGNITION
Awards and Recognition serve critical functions within a professional association. They provide motivation for the many
volunteers upon whose efforts the association depends. They provide an opportunity for the self-promotion within the
association that puts a positive face on our activities and makes people feel good about belonging to the Marketing
Research and Intelligence Association (MRIA). They also serve to highlight leadership and examples of excellence, in all
areas, which are powerful ways of communicating the ideals and direction of the association.
This year’s award winners will be announced at the 2013 “Bridging the Gap” Conference to be held in
Niagara Falls, Ontario, June 2-4 2013 - for more information, visit mria-arim.ca/Conference2013/NEWS/index.php
or come join us on Tuesday June 4, 2013 at 6 PM at Sheraton on the Falls.
Excellence Awards are generously sponsored by
Previous winners are also posted online at www.mria-arim.ca/AWARDS//ExcelAwards05.asp
BEST IN CLASS
PUBLIC POLICY IMPACT AWARD
MRIA AWARD OF DISTINCTION
Awarded for a research project that serves as a
shining example to research practitioners and users.
The MRIA Public Policy Impact Award will be
awarded for a research project in the broader
public sector that has had a demonstrable public
policy impact.
The MRIA Award of Distinction recognizes
younger members of the Association who have
brought distinction to themselves and to the
marketing, survey and public opinion research and
market intelligence industry/profession through
leadership and achievement in their professional
and personal lives.
EXCELLENCE BEHIND THE SCENES
Awarded to recognize research practitioners whose
efforts, such as data collection, recruiting, data
processing and analysis or related areas, while
enabling the completion of marketing research
projects, are “behind the scenes” and do not have
direct client contact.
BEST MULTINATIONAL
Awarded to research practitioners who have
initiated and taken the lead in designing and
implementing a marketing research project, which
collects data from respondents in more than one
country.
BEST INTEGRATION
Awarded in recognition of a research project that
demonstrates successful integration of marketing
research with other information sources.
THE MURRAY PHILP ALTRUISTIC AWARD
Awarded for a marketing research project done on a
pro-bono or reduced profit basis, for a not-for-profit
organization that has contributed positively to the
individuals, groups or communities that form part of
our Canadian network, that it was meant to help.
CLIENT-SIDE RESEARCHER IMPACT
AND EFFECTIVENESS AWARD
MRIA’s Client-Side Researcher Impact and
Effectiveness Award recognizes a member,
employed as a Client-Side Researcher Corporate
member of the Association, for outstanding
achievements over the past year which have served
to elevate the stature of marketing, survey and
public opinion research and market intelligence
at senior decision-making levels of his or her own
organization.
MRIA AWARD OF OUTSTANDING MERIT
The MRIA Award of Outstanding Merit
recognizes conspicuous and sustained service to
or on behalf of MRIA or the marketing, survey and
public opinion research industry/profession.
Such sustained service may have been rendered to
MRIA (or one of its predecessor Associations;
or some combination thereof); to related industry/
professional groups; or to the community and
society generally.
As the Award is intended to honour younger
members of the Association, the age of 40 years
has been established as the cutoff for eligibility.
GRASSROOTS VOLUNTEER
LEADERSHIP AWARD
MRIA’s Grassroots Volunteer Leadership
Award recognizes sustained service to the
Association – or, through the Association, to the
industry/profession more broadly – which has
not been rendered in an MRIA national volunteer
leadership capacity.
Such service must have been delivered over a
period of at least two consecutive years.
CHAPTER MERIT AWARD
MRIA’s Chapter Merit Award recognizes the
MRIA Chapter that has demonstrated the strongest
support for one or more elements of MRIA’s current
Strategic Plan or its immediately previous Strategic
Plan during the past year.
This support may have been demonstrated through
a new initiative or a special program launched
during the year; a single event or Chapter activity; or
refinements to an existing program.
The 2012-13 Judging Panel will be finalized in March and Deadline for Nominations is April 15, 2013.
To download nominations Forms visit http://www.mria-arim.ca/AWARDS/ExcelAwards04.asp
IND USTRY N E WS
PEOPLE AND COMPANIES IN THE NEWS
•T
o read more news online, or to submit your “People and Companies in the News,” s imply fill out
our
online form at www.mria-arim.ca/PEOPLE/People.asp.
• The Vue editorial team reserves the right to select and edit your submission for appearance in Vue.
• MRIA is neither responsible for the accuracy of this information nor liable for any false information.
Unilever’s Shaw, General Mills’ Kermisch to Lead BAA’s
Board of Directors – Holbrook Becomes Chairman Emeritus
– The Brand Activation Association (BAA), formerly the
Promotion Marketing Association (PMA), has announced that
Marc Shaw, Director of Shopper Marketing for Unilever North
America, has been elected Chairman of the Board and Pam
Kermisch, Integrated Communications Director, General Mills,
has been elected the new Vice Chairman for the 2013–2015
term. www.pmalink.org
Vue Article Reprinted with Permission in IP e-Newsletter
– The Vue article, entitled “Wayback to the Future of Online
Evidence” by Ruth M. Corbin and John McKeown was
reprinted with permission in IP e-Newsletter, a Canadian
Intellectual Property, Technology and Branding Law
e-newsletter. www.gsnh.com/
Leger – The Research Intelligence Group is pleased to
announce its recent acquisition of Researchology, a Toronto
market research firm specializing in the pharmaceutical
sector. Researchology is recognized for the quality of its
customized qualitative and quantitative product research
for a number of major North American pharmaceutical
companies. The firm’s two partners, Rachelle Deshaies and
Sergey Veselovsky, have joined the management team of
Leger Toronto, which includes vice-presidents Dave Scholz,
MA Psychology and Dr. Chuck Chakrapani. www.leger360.
com
Google has acquired retail sales tracking firm Channel
Intelligence (CI) for $125 million in cash, from holding
company ICG Group. The transaction is expected to close
this quarter. CI tracks online retail sales across a number of
categories ranging from computing to consumer packaged
goods. Its data-driven services include “where-to-buy”
product search engines, and the company claims to track
nearly 15% of all U.S. transactions online, equivalent to
around $2 billion in sales annually. www.google.ca
Ipsos Restructures North American
Management – Pierre Le Manh has stepped up
to the role of CEO of Ipsos in North America,
replacing Jim Smith, who becomes Special
Advisor to co-Presidents Jean-Marc Lech and
Didier Truchot. Le Manh (pictured) joined the
company in 2004, prior to which he was a Consultant at
Accenture, Finance Director of Adami, and Chairman and
CEO of Encyclopaedia Universalis. He then went on to
occupy various management roles with Consodata before
being appointed its CEO in 2002. Smith joined the company
in 2005 with a particular knowledge of the consumer
products sector, having spent the first 20 years of his career
at Procter & Gamble (P&G). After this, he was appointed
President of Gerber Baby Food Company, led ConAgra’s
frozen foods division, and was Chairman and CEO of Aurora
Foods. www.ipsos.ca
The Marketing Research Institute International (MRII),
in conjunction with the University of Georgia (UGA),
announced that it is developing an online marketing
research course covering mobile marketing research. Reg
Baker, Market Strategies International (retired) will edit the
course which will be jointly written by Ray Poynter, author
and Director of the Vision Critical University (UK) and Navin
Williams, CEO of Mobile Measure (Shanghai, China). The
course will be finished mid-2013.
Mobile Marketing
Research Course
Developers
Reg Baker
Editor
Ray Poynter
Writer
Navin Williams
Writer
For more detailed information on the Principles programs, go
to: www.principlesofmarketingresearch.org
People and Companies in the News sponsored by:
32 vue March 2013
IN D USTRY N E W S
Apple’s revenue may have missed expectations as sales
of the iPhone reportedly disappointed. However, data from
leading independent digital marketing agency, Greenlight,
shows no slump in the number of online searches pertaining
to iPhones, in the lead up to Christmas. In fact, search volumes
for the term “iPhone 5” saw a dramatic 594% jump. However,
the opposite was true for the term “BlackBerry.” Just recently,
its inventor, Research in Motion (RIM), showed off two new
smartphones for its newly built BlackBerry 10 operating system.
www.greenlightdigital.com
Vision Critical, the leading provider of insight communities,
today released its Brand Equity Relationship Assessment
(BERA) platform by teaming with MicroStrategy®
Incorporated (Nasdaq: MSTR) – a leading worldwide provider
of business intelligence (BI) and mobile software and Applied
Predictive Technologies (APT), the world’s largest pure play
cloud-based predictive analytics company. Built on Vision
Critical’s Insight Community technologies, BERA will launch
a real-time assessment of over 4,000 brands across 200
categories. With one million consumer participants scheduled
for 2013, the platform allows businesses to understand the
impact of decisions on a brand both today and in the future.
www.visioncritical.com/bera
Millward Brown Unveils Brand Success Framework – which it
claims “cracks the code” for how brands drive financial growth
for their organizations. Following a year-long study of more
than 50,000 brands, the company has introduced the new
“Meaningfully Different Framework,” which it says will serve as
the backbone for all its existing solutions and brand advisory
services. The first offer to use this model is the company’s
signature BrandDynamics solution, which will launch in April.
www.millwardbrown.com
Nielsen Loses Australian Radio Contract to GfK – After
66 years delivering Australia’s radio ratings, Nielsen Media
has lost the contract to GfK, to whom national industry body
Commercial Radio Australia (CRA) has awarded a three-year
deal starting next January. The new contract will include
mobile data capture and online recruitment for the first
time, as well as an e-diary for computers, tablets and mobile
phones, synchronised across the Internet and compatible with
all operating systems. From the first survey in 2014, there will
be a minimum of 20% of survey participants recruited online
and completing the e-diary. GfK won the contract after a fivemonth tender process involving the Australian Broadcasting
Corporation (ABC), the Media Federation of Australia (MFA),
and the Australian Association of National Advertisers (AANA).
www.commercialradio.com.au and www.gfk.com
CICIC Research Rolls Out Enhanced Dashboard and Portal
Functions – As the market for consumer insight evolves,
the need to change the way this insight is delivered has also
changed. In response to this, CICIC Research has rolled out
enhanced dashboard and portal functions for all of its studies.
Through the creation of custom dashboards, CICIC’s clients are
able to have real time access to key metrics and other critical
measures. Founded in 2008, CICIC Research is a specialist in
the area of strategic research, customer insights, public opinion
polling and data collection. http://cicicresearch.com/
EVENTS
MARK YOUR CALENDAR
MRIA PRESIDENT’S TOUR 2013
• Western Canada – week of March 11
• Eastern Canada – week of March 25
MRIA AGM
April 8 in Toronto
MRIA CMA CX CONFERENCE
April 11 in Toronto
QRD Webinar
April 17 and May 1
MRIA 2013 NATIONAL CONFERENCE
June 2-4 in Niagara Falls
MRIA IPD CMRE EXAM
June 28 in Toronto
QRD Qual in the Fall Conference
October in Toronto
vue March 2013
33
P ROFESSIONAL DE VE LO PME NT
A MESSAGE FROM THE CHAIR OF MRIA’S EDUCATION COMMITTEE
The Future of Professional
Development
MRIA Institute for
Professional Development
Fergus W. Gamble, CMRP
This was the topic of a recent meeting convened by Cam Davis,
one of our profession’s strongest leaders in the knowledge and
promotion of new approaches to marketing research. The
participants included representatives from the MRIA executive,
the MRIA Professional Development and Certification
Committee, research suppliers, and four academic institutions.
Cam moderated the session, but unlike a typical focus group,
the moderator was one of the key participants. During the
discussion several very clear points emerged.
The MR world is changing and changing rapidly.
There may be debate as to how quickly, but no one doubted
that major changes are already happening in the role of MR.
There was agreement regarding the potential for a complete restructuring of how marketing people get their information and
direction. MR as it is practised today may not survive unless it
adapts and becomes the leader of change using its interpretive
skills.
It was readily agreed that the researchers’ role has already
changed radically from supplying numbers, to supplying
conclusions, to supplying insights, to today’s need to supply not
just information but the solutions, and to possible involvement
in developing them. These changes point to the need for new
education initiatives.
Canadian MR is lagging behind in the education
and use of developing research methods and
technologies.
Sadly, there was relatively widespread agreement with this
perspective, although there was some debate as to length of
the lag. It might be understandable as Canadian MR does not
usually tend to be on the leading edge of the market. However,
it was pointed out that with the global potential now available
and the success of Canadian niche approaches, we can be leaders
rather than followers.
JOBS! JOBS! JOBS!
Sound familiar? Indeed, jobs are very much at the focus of
professional development. Students take MR courses with the
34 vue March 2013
perspective that they will get jobs, or get better jobs, or get better
Institut de développement
at their jobs. Academia wants its students
to get jobs
because
professionnel
de l’ARIM
this is the goal of its courses and its measure of success, and
means jobs for instructors and administrators. Employers want
to have a supply of bright, capable and hard-working students to
Institute for Professional Development
MRIA
fill the
jobs
theyInstitute
have tofor offer. This agreement
certainlyprofessionnel
gave the
Institut de développement
Professional
Development
session an initial synergy to discuss the goals of new educational
offerings.
Challenges!
As an industry association, the MRIA needs to continue to
address the changes that we see coming to the market. The
Professional Development and Certification Committee
is already faced with significant challenges in other areas.
However, we cannot ignore the need to develop programs to
address emerging methodologies in the near future that will lead
to a new MR role.
From the academic educational standpoint, there are
regulatory limitations to the addition of courses within post
graduate institutions. Unfortunately, these rules tend to suppress
the adoption of teaching the latest techniques. This leaves the
MRIA to start the process.
It’s a start!
As a tentative step, this ad hoc group strongly agreed on the
value of this session, and we agreed to continue this critical
discussion in the future to further the development of the new
MR.
Thanks go particularly to Cam Davis for initiating this meeting,
and to all the attendees for giving their time, and to Hotspex for
hosting the session.
Fergus Gamble, CMRP is the chair of the Professional Development
and Certification Committee of the MRIA and a member of
the MRIA Board of Directors. He has been a practising market
researcher for over 35 years.
P ROFE SS IONAL DE VELO PMEN T
GET YOUR CMRP DESIGNATION!
The CMRP (Certified Marketing Research Professional) designation signifies a high level of knowledge
and capability in marketing research theory and practice, and adherence to rigorous ethical standards
set out in MRIA’s Code of Conduct and Good Practice.
BY ACHIEVING A DESIGNATION YOU:
• Confirm your broad competency and mastery of theoretical and practical knowledge required to maximize value
to your organization and clients;
• Better position yourself for career advancement and greater earning power;
• Demonstrate your commitment to continued professional development and to upholding the highest level of
professional ethical standards.
The CMRP can be obtained by writing the Comprehensive Marketing Research Exam (CMRE).
The next CMRE will be held on June 28, 2013. Application deadline: May 31, 2013. Apply now!
CMRE PREP WORKSHOP: PREPARE FOR THE EXAM!
A Prep Workshop is available for those who want to brush up on material and on exam techniques, to prepare for the
CMRE. This two-day CMRE Prep Workshop will be offered in Toronto on June 5-6, 2013 and in Winnipeg on May 2728, 2013. The enrolment to this unique Workshop is limited to 15 registrants per workshop, so don’t delay and reserve
your seat TODAY.
102-ETHICAL ISSUES AND PRIVACY
IN MARKETING RESEARCH
This course introduces participants to the key ethical concerns in the management of
the research process. The course focuses on the responsibility of researchers to the
public, users of marketing research, clients, and suppliers. This is a mandatory course
for all CMRE writers, with the exception of RAP and MBIR graduates. This course will
be offered in Toronto on on May 27. Register early and save $100!
MRIA Institute for
Professional Development
For more information on the CMRE, please visit: www.mria-arim.ca/EDUCATION/CMRE.asp
Institut de développement
or contact us at [email protected]
professionnel de l’ARIM
vue March 2013
35
P ROFESSIONAL DE VE LO PME NT
CANADA’S LEADING PROVIDER OF MARKETING RESEARCH EDUCATION FOR PROFESSIONALS
LAST CHANCE! LAST CALL!!
GET ‘EM BEFORE
THEY’RE GONE!!!
This is your FINAL chance to register for these courses before the cutoff! Don’t delay, act today!!
Final Registration Deadline:
March 7, 2013 Location: Toronto MCP
20
204-Qualitative Marketing Research
Course Date: March 21, 2013
March 8, 2013 Location: Toronto MCP
20
403-Advanced Qualitative Marketing Research
Course Date: March 22, 2013
March 8, 2013 Create Winning Research Presentations and Reports that Deeply Connect
MCP
20
Location: Toronto with your Audience (Communicating Insights)
Course Date: March 22, 2013
March 13, 2013 Location: Toronto MCP
20
SPSS: Analyzing Survey Data: An Introductory Workshop
Course Date: March 27, 2013
THE EARLY BIRD GETS THE WORM…
AND SAVES $100!!!
Be proactive and save $100 off the regular price! The course stays the same but the price does not!
EARLY BIRD CUTOFF
March 13, 2013 Location: Toronto MCP
40
SPSS: Analyzing Survey Data: An Advanced Workshop
Course Date: April 10-11, 2013
March 21, 2013 Location: Toronto MCP
20
Writing Results Workshop
Course Date: April 18, 2013
March 27, 2013 Location: Toronto MCP
20
Measuring Customer Satisfaction: Advanced Analytical Techniques
Course Date: April 24, 2013
March 29, 2013 Location: Edmonton MCP
20
302-Market Intelligence
Course Date: April 26, 2013
April 2, 2013 Location: Toronto MCP
40
402-Advanced Analysis Techniques
Course Date: April 30-May 1, 2013
MRIA Institute for
Professional Development
36 vue March 2013
Institut de développement
professionnel de l’ARIM
For more details or to register, visit our website at
www.mria-arim.ca/EDUCATION/default.asp
COLUMNISTS
CONTEXT IS EVERYTHING!
Mobile Research: The Memex in Action
Isabelle Landreville
Sylvestre Marketing
In July 1945, an essay by Vannevar Bush entitled “As We
May Think” spoke of the “memex,” a tiny personal device
which each of us would carry containing our books, our
music and our entertainment, as well as an “enlarged intimate
supplement to one’s memory.” In 2013, this vision has
become reality.
The tools and technologies of the digital era have been
kind to the world of marketing research. While most quickly
think of the beauty of pie charts, statistics and quadrants,
few grasp the incredible potential of the real-time tools
available for qualitative marketing researchers such as
ourselves.
Increasingly, digital tools have enabled qualitative
researchers to be entirely in situ with consumers – and this
through complete willingness and habit of those consumers.
Mobile research is an ever-evolving, ever-growing expanse
of possibilities, evolving from phone calls, to SMS, to the
ubiquitous text message. No longer is qualitative research
bound by the burden of hindsight or the inaccuracy of
memory. In fact, digital research tools have rendered a great
many of the criticisms that face qualitative research obsolete.
Certainly, it remains the role of the researcher to draw
insights from the multitude of texts, photographs and videos
respondents provide – but the raw data remains a subjective
yet factual reflection of the consumer’s impressions.
As digital tools continue to evolve and become rooted
in real-time events and impressions, lives become codified
and organized by their capturing. Instagram, Facebook,
Twitter: What are these social media tools if not a
representation of mindfulness – a truly contextualized, realtime capturing of a transient moment, willingly captured
and delivered? Consequently, self-ethnographic and mobile
research has never been more insightful, more accurate or
more trustworthy. Digital tools, the “memex” of our era
have become a supplement to memory, and our tools to
contextualization.
vue March 2013
37
COLUM N ISTS
BRAVE NEW WORLD
THE COURT OF PUBLIC OPINION
It’s Time for a Retail Reinvention Some of the Best Things in Life are Free, Including
Leanne Bodnar
Music Snippets
Fresh Intelligence Research Corp.
Ruth M. Corbin, CMRP
CorbinPartners Inc.
Emerging technologies, new platforms and evolving
digital tools are changing the way audiences consume
media, connect with brands and ultimately make purchase
decisions. With the rise of smartphones, tablets and social
media, today’s empowered consumers are seeking out
information, interacting with brands and sharing their
experiences all while shopping on the go.
While the old path-to-purchase model worked well
with traditional media and brick-and-mortar stores (it was
linear and predictable, starting with an ad and ending with
an in-store purchase), today’s digital path-to-purchase is
non-linear, with multiple touch points and interactions.
Consumers are doing everything from downloading digital
coupons from QR codes while shopping, to holding up their
smartphones on a street to see where the best restaurant
deals are. It’s a seismic shift that is reshaping the marketing
and media landscape.
To better understand how these cultural changes are
altering the way consumers shop for everyday products,
Fresh Intelligence conducted a mobile quantitative study
across Canada to gain meaningful insights into how in-store
technology influences shopping decisions.
EBay defined e-commerce, now we need to compete.
Retailers need to use technology to create an in-store
experience exciting enough to compete by delivering
an experience that is as convenient, user-friendly and as
compelling as shopping online.
As technology and screens start to invade our retail
landscape, don’t eliminate the sales associate; empower
them. The technologically enhanced sales associate armed
with a tablet has the power to share much of the same
experience and has the benefit of gathering rich and detailed
data about the potential purchaser. This tool would enhance
what a shopper might be able to experience on their own
from the comfort of their own home.
It may not always be profitable at first for businesses
to invest in this technology, but it is certainly going to be
unprofitable not to.
38 vue March 2013
A recent decision by the Supreme Court of Canada permits
music lovers to sample 90-second snippets of songs – free
of any copyright royalty payment – before deciding to pay
to download the entire song. The decision is part of a much
bigger legal reality: copyright law now explicitly makes way
for consumer perspectives.
The 2012 landmark decision, SOCAN v Bell Canada
(2012 SCC 36), tested the limits of fair dealing. “Fair dealing”
is a provision in the Copyright Act describing certain allowable
circumstances for making copies of copyrighted material that
would otherwise constitute infringement. Use for “research” is
one of those circumstances.
The SOCAN decision related to free previews of
musical works used by customers prior to purchase on a
commercial website such as iTunes. SOCAN, the organization
representing music professionals, had filed a request for
royalties to be paid not only for musical works downloaded
from the Internet, but also for previews, which consist of 30to 90-second excerpts of musical works that can be listened to
by consumers prior to purchasing the work. SOCAN argued
that even music previews contain original copyrighted content
of the artists, who should be compensated with royalties.
SOCAN disputed its opponents’ claim that previews were
part of the fair dealing “research” exception in the Copyright
Act. SOCAN argued that research is properly part of a broad
creative process, which did not apply to the use of previews;
the purpose of providing previews by the online service
providers, said SOCAN, was to make sales, pure and simple.
The Supreme Court disagreed with SOCAN’s definition.
The purpose of “research,” it said, should be analyzed from
the perspective of the ultimate consumer, not the online
service provider. The consumer’s purpose is indeed to conduct
research to identify which music to purchase, and the
dictionary definition of research does not require an element
of creative pursuit. Moreover, “fairness” is served because song
previews are of short duration and inferior quality, and thus
would not compete with the musical works themselves.
According to this momentous decision, market perceptions
are relevant to Copyright Law and must be considered. It’s
music to the ears.
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Anastasia Arabia
Shane Skillen, CMRP
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Ipsos Reid
Trend Research Inc.
Hotspex Inc.
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Anastasia Arabia
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CorbinPartners Inc.
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