Keith Price, EVP Hugh Davis, EVP

Transcription

1 Greenfield Online/Ciao Surveys Emerging Technologies for Global Research CASRO International Conference Keith Price, EVP Hugh Davis, EVP

2 Agenda Introduction The world is flat business is no longer local, it s global The evolution of global market research 5 keys for leveraging emerging technologies successfully globally Ensuring data quality and operating globally must broaden our approach to data excellence. Using the right tools and technology platforms to work globally. Understanding cultural differences in each country how those differences change the way technology is used. Recognizing how people from across the globe take surveys, and adapt emerging technology and new methodologies to satisfy those needs. Technology used on the backend - the delivery of data and how to interpret the results. 2

3 Our Backgrounds Our business was founded in 1994 and today is one of largest global data providers, supporting the 5,000+ global market research agencies. Respondent access in 60+ countries with global operation centers in Gurgaon, India; Munich, Germany; Toronto, Canada; Timisoara, Romania. We are industry pioneers and have been innovating our survey platform and technologies to support global research for over 15 years. Our focus is developing processes and tools that support quality research anywhere in the world. North America Wilton, CT Chicago, IL Encino, CA Toronto, CN Europe Munich, Germany London, England Paris, France Timisoara, Romania Asia-Pacific Sydney, Australia Tokyo, Japan Gurgaon, India 3

4 The World Is Flat... Or is It? The world we work in is small and becoming smaller - time and distance are no longer factors because we can literally communicate with anyone, anywhere, at anytime. By leveraging new technologies, mainly communication technologies, any research conducted today can have a global component. The challenge is understanding these technologies. What is available today? What is on the horizon? How do we properly use technology to conduct reliable and insightful research? How can we take the market research industry to the next level in a world where time and distance are no longer factors... 4

5 The World Is Connected & Small Twittering first hand accounts of protests in Iran Reading a review of a hotel in Tanzania Friending a person in Australia on Facebook Blogging your thoughts on the latest movie for anyone in the world to read Video ireports on CNN.com from all over the world Google and Bing bringing you the world s news and information to your home How is the connected world and emerging technology changing the way we approach market research? 5

6 Why is Research Becoming Global? Our clients are part of the global evolution... Sheer size of new market opportunities (China pop.1.3+ billion, India 1.1+ billion, etc.). Firms are able to access market knowledge quicker giving them the ability to roll out products faster. Economic distress and loss of consumer and business confidence in local markets have driven firms into financial turmoil. Survival and growth depend on both access to unaffected markets and new markets. Capital Mobility Increasing purchasing power in the new labor-rich markets. Approximately 80% of Coca-Cola s profits are from overseas, headquartered in Atlanta GA, USA. Just one example of a local company s global need for research. With emerging technologies the market research industry is addressing these needs. 6

7 Evolution of Market Research Globalization Acquire 1980 s Collaborate 1990 s Expand 2000 s The definition of global was quite different for many top Market Research firms in the 1980s growth by acquisition. MR firms needed to control the process and acquired operations facilities. Realizing that resources were limited, in the 1990s the acquisition strategy evolved into the formation of looser partnerships, in order to obtain local expertise and cultural understanding without incurring capital expense. Scalable approach. Advances in technology over the years have enabled MR firms to leverage technology to operate internationally communications and infrastructures have changed and become less costly to implement. Workforces are global. Technology Driven 7

8 Greenfield Online/Ciao Surveys Emerging Technologies Changing The MR Industry

9 Greenfield Online/Ciao Surveys

10 Factors Impacting Use of Technology in Global Research Each country, each culture, and each language behave differently and interact with technology differently. Need for market research information Varies greatly based on geography. How we interact - Internet use/communications infrastructures. Respondent participation and motivation Economic conditions. Response and data - Cultures and cultural norms. We all understand that certain types of questions cannot be asked in many countries (income, education, ethnicity, etc.). Because you can does not always mean you should. 10

11 Exchange of Information Market research is fundamentally based on the exchange and interpretation of information. This exchange of information can take place in the simplest form of human-to-human or can be facilitated by technology. Communication Technology Drives Global Innovation 60 s Telephone Interviews 70 s Direct Mail Surveys 80 s Mall 90 s Automated Phone Interviews 2000 Internet Panels New Global Technology 11

12 Technology Having an Impact Video conferencing Fiber optics VOIP Web Social networks Blogs Web cams Remote file sharing Wiki-based systems Instant messaging Next generation mobile phones Data analytic and reporting tools The Internet Connects Everyone All impact the collection, analysis and dissemination of market research data. 12

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14 5 Keys For Leveraging Emerging Technologies Successfully 1.Ensuring data quality and how operating globally must broaden our approach to data excellence. 2.Using the right tools and technology platforms to work globally. 3.Understanding cultural differences in each country how those differences change the way technology is used. 4.Recognizing how people from across the globe take surveys, and adapting emerging technology and new methodologies to satisfy those needs. 5.Technology use on the backend - the delivery of data and how to interpret the results. 14

15 1. Ensuring data quality and how operating globally must broaden our approach to data excellence. 15

16 Technology For Data Quality Conducting surveys globally brings a new series of data quality issues/challenges. Mature markets US, UK, FR, DE, FR, IT, NE, SP, etc. Respondents are more accustomed to participating in surveys/no longer a new activity. Some game the system. Speeders Eliminate speeders or those that provide nonsensical open-ended responses. Cheaters Eliminating respondents that incorrectly answer red herring questions. Pros - De- duplication of fraudulent respondents with digital fingerprinting technology, etc. Mid-markets Nordics, Latin America Respondents are beginning to understand how online surveys work, and while there are fewer instances of speeders, cheaters, and pros its important to be aware of these techniques/implement them when the time is right. Developing markets Asia, Middle East Validation of methodology and respondents is key. 16

17 Technology To Know Where Your Data Is Coming From Conducting surveys globally brings a new series of data quality issues/challenges. Respondents are in many cases in financial need and may attempt to game the system to receive incentives by becoming speeders, cheaters, or pros, or by participating in surveys for different geographies. Geo-IP validation IP detection technology. This technology prevents respondents from participating in surveys if their country of origin is masked (proxy server) or does not correspond with the survey location. This is automated and the technology provider uses an up-to-date list of IP addresses by country. Benefits - IP Detection technology can be used upon panel enrollment AND on individual surveys. Downside - Prevents individuals from participating in surveys that are travelling/change IP. 17

18 Know Who is Responding It s important to understand and in many cases validate, respondents as much as possible. Mailing address is an important means of validation. Respondents are likely being incentivized, and as such provide their mailing address this is a critical piece of information that can be used for deduplication and validation. Validation varies by geography. In the US MELISSA data can be used to validate street addresses/zip codes are correct. Beyond the US companies like Address Doctor (who offers services in more than 240 countries) can be used to validate street address/postal code. Third party databases/acxiom matching. In many cases, clients look to validate respondents against their own database, and can leverage a technology like Acxiom to validate respondents from another source, or determine overlap of potential respondent sources. 18

19 2. Using the right tools and technology platforms to work globally. 19

20 Case Study: Greenfield Online/Ciao Surveys Campaigns are created once, personalized, translated and executed 20

21 Case Study: Greenfield Online/Ciao Surveys PAM System 21

22 Invitation Delivery Automated Invitation System

23 Case Study Greenfield Online/Ciao Surveys Help Systems Respondent logs issue via Help Center supported in 17 languages globally After logging a ticket the respondent will receive confirmation The ticket then will enter our system segmented by language and country The benefit Supporting a global business through one tool one technology 23

24 Case Study: Outsourcing & Vendor Integration Companies have created new ways of integrating with suppliers to automate order inquiries, pricing, and ultimately the delivery of product (or information). Client portals are now a commonality, and unlike prior iterations, integrate with back-end systems, and operate with multiple languages in mind. These automated systems enable companies to service clients globally, bypassing the need for shared time-zones/work schedules, and in some cases, language. Many firms execute purchasing globally, but manage work locally. Again, seamless integration is possible via tools like dedicated client portals and workflow systems. Order is initiated Order is processed 24

25 3. Understanding cultural differences in each country how those differences change the way technology is used. 25

26 Understanding Local Culture is Critical and It Must be Applied In Technology Its happened so many times, companies believe that they can operate globally, simply because they have a website. Cultural understanding is imperative As market research providers and analysts, we need to understand these cultural differences Demographic questions vary by geography Social grade Ethnicity - Income Cultures simply respond differently Enthusiasm is drastically different when comparing German respondents with those from the UK for example, scales need to be reconsidered Language needs vary Not only do translations need to be executed appropriately, dialects differ Bottom line analytics can be considered globally, but only when differences are accounted for 26

27 While Accessible Virtually Anywhere, Internet Use Differs 27

28 Internet and Mobile Penetration Non-Internet Users Internet Users Cell Phone Penetration Internet Penetration Percentages 2008 Cell Phone Penetration Percentages Internet Usage and World Population Statistics March 31,

29 Go Where the Respondents Are As an industry, we ve always leveraged the communications mediums based on adoption and respondents willingness to participate in surveys. Companies must adapt to each culture s wants and needs and build technology around each methodology to support it. In most developed countries the evolution has been In Person Mail Phone Online Mobile Social Networking In most developing countries the evolution will look a bit different In Person Door to Door Online/Internet Cafe Mobile 29

30 4. Recognize how people from across the globe take surveys, and adapt emerging technology and new methodologies to satisfy those needs. 30

31 Web Surveys Web-based surveys Self-administered Highly adaptable and customizable Engaging (and evolving) Accessible on-demand 31

32 Mobile Surveys Newer methodology Fewer questions are possible, but ideal for; Individuals that cannot be reached online/infrastructure Point-of-purchase Again, geographies need to be considered Standard protocols have not been developed globally 32

33 Blogmining (Listening) We ve conducted a series of test projects Blogmining picks up on what individuals (often thought leaders) say about products/services on blogs/websites This is often termed listening rather than asking questions, we re leveraging technology to pick-up on consumer feedback that s available Blogmining has specific advantages as compared to MR A-has are possible Possibly hearing about new uses/new groups using your product Can be used to get feedback in real-time regarding a specific event Negative PR, or specific events Unlike MR Blogmining is reactive, and cannot be directed Specific questions cannot be addressed, opinions are gathered 33

34 Social Networks facebook Blogging myspace 34

35 Another Kind of Social Networking? 35

36 5. Technology on the backend - the delivery of data and how to interpret the results. 36

37 Case Study Greenfield Online/Ciao Surveys Automated Data Delivery System These automated systems enable companies to service clients globally, bypassing the need for shared time-zones/work schedules, and in some cases, language. 37

38 Video/Web-Based Reporting The ability to record and produce digital video content enables even the most complex demonstrations, or training sessions to be rebroadcast and executed locally. Digital recording devices are not only easy-to-use, they are affordable and accessible to the broader public. Desktop recording devices like Camptasia can provide users with the ability to share information remotely, either via video capture and playback, or in real-time. LiveMeeting TM /Webex TM and other video capture technologies can also provide users with the ability to conduct remote training, or presentation. 38

39 Summary Highlight Key Points The world is no longer flat! Competing globally requires an investment in technology it will make life easier! We must broaden our approach to; Data quality. Using the right tools and technology platforms to work globally. Understanding cultural differences in each country how those differences change the way technology is used. Recognizing how people from across the globe take surveys, and adapt emerging technology and new methodologies to satisfy those needs. Data delivery and of course interpretation. 39

40 Greenfield Online/Ciao Surveys Q & A kprice@greenfield.com hdavis@greenfield.com