Posted by Vaughn Mordecai on Thu, May 20, 2010 @ 04:51 PM
Did you ever used to watch the TV show "Mystery Science Theater 3000"? The show was extremely funny and very creative. The basic premise was to take a bunch of old, corny, black and white science fiction and horror movies, play them in the background on a large screen while a couple of "robots" and a human make fun of them. Sounds like a strange premise, but it works. If you've never seen it, make the jump (after you read this blog) to their website and check it out. Very funny stuff.
The thing that every person knows about robots is that, like Mystery Science Theater 3000, all good robots should have 
the ability to speak. Market Research has speaking robots of their own. If you're involved in doing telephone market research, you've heard of "robo-dialing" or "auto-dialing" and "interactive voice response - IVR". Take a look at this picture...now you know who's making these automated research calls.
It's been a while since I really geeked out and posted an article that was extremely focused on methods of collecting market research data. This one has been rolling around in my brain for some time. For awhile now, I've wondered why more people don't use IVR with more regularity as a method for data collection. I've come to the conclusion that researchers may be less familiar with the process, probably don't completely understand how it operates, and don't really make the connection to its benefits.
IVR or Interactive Voice Response has been around for quite some time. About once a week, I receive a phone call from one of my children's schools telling me that they were absent from a class (most times we knew about it). Candidates in the political arena often use the technology for "Get out the Vote" campaigns. Though it can't be used for research purposes, basic IVR phone technology is built into the structure of most company's telephone systems (ex. when the "phone tree" asks for the extension, your voicemail, etc.)
The 2009 version of Rockhopper's "Research Industry Trends" report shows us that only 11% of companies actually use this market research data collection method. I really wonder why the technology is used so infrequently, especially given that it has many of the same advantages as online research, and overcomes some of the barriers. Here are some advantages to using IVR as a method of collection:
- IVR deals very effectively with the self selected sampling methods comparable to what you see online (inbound calls from "current customers"). This is the IVR use that most people are familiar with.
- Most IVR systems have the ability to make outbound calls. IVR is a capable method for Random Digit Dialed (RDD) or client listed outbound studies.
- Because IVR is automated, the labor associated with the job is minimized. The net result is a cost per interview that is much less expensive than "typical" phone studies and similar to online costs.
- Similar to online research, the turnaround time on IVR studies can be much faster for outbound dialed projects, with many of the same benefits of phone dialing and fewer of the "risks" associated with online research.
- IVR is particularly capable of generating qualified responses on low incidence studies. Most systems can be set up to dial through the records and giving the respondent the choice between being transferred to a telephone interviewer (called a Warm Transfer) or completing the interview with the automated system.
- Many IVR systems store data in databases which are easily plugged in to data or research dashboards.
IVR isn't a magic bullet that works for every study (neither is online research...don't shoot the messenger). Here are some project characteristics where you SHOULD NOT consider IVR as a viable method.
IVR should not used for...
- Cell phone dominant samples. TCPA Requirements prohibit the dialing of cell phones using an autodialer. Most phone data collectors are capable of running sample records against a list that identifies cell phone records to ensure adherence to these guidelines when using IVR methods.
- Long survey lengths. The longer the survey, the greater the probability the respondent will terminate the interview. Surveys less than 10 minutes are encouraged. Do not exceed 15 minutes using this method of collection.
- Surveys that have significant screening processes where the phone must change hands multiple times or you must get through some type of gatekeeper. The complexity of the process will lead to an increase in terminated calls.
- Tough for B2B surveys. The method should mostly be used for residential dialing for the same reason as the previous point.
What are your thoughts. Why don't more people use IVR in their arsenal of market research methods of collecting market research data? Are there uses for IVR that I've missed? What about barriers I've overlooked? I look forward to your responses.
Posted by Vaughn Mordecai on Thu, Apr 01, 2010 @ 02:00 PM
Sometimes there's nothing better than hanging with the locals. They know all the right places, they know what to avoid, they can give you tips...the "insiders" view, and they know how to make your visit great. Every time I travel I try to get some "taste" of the local scene as much as a two day conference or client visit will allow. Many times this becomes a simple search for a truly local restaurant...a quest, as it were, for the tastes of the region.
I have a confession to make and I'll confess it right here...
"Hello, my name is Vaughn M. and I'm a food addict. I have NOT been clean of my food addiction EVER. And, in fact, I actually binged last night (no purging)." "Hello Vaughn M!"
The Food Network on television is one of the best inventions known to man (or woman), specifically the Iron Chef. For having such a girlish figure, I can eat like a horse. Though I love to watch the chefs on the food channel create artistic dishes, and like the idea of eating them, my real love is the cheap stuff. In my book, comfort food doesn't come from seven different foo-foo courses consisting of variations of Caviar, Basil, Hawaiian Moi, Lamb, Red Peppers, and Bacon but the "hard" stuff that kicks trash on your stomach and makes you feel like a stuffed turkey (...mmm...stuffed turkey). You just got to love it.
My food addiction has been both a pleasure and a curse at different travel points in my life. Here are a couple of memorable food examples for me:
- I was recently in New York, NY with my family. We were there for about a week hanging out and finding things to do. One of the most memora
ble parts of this visit was the time we took to sit down and eat a slice (of pizza) and dessert at the local shops and delis. Some of these shops and delis are horrible, some of them are heaven on earth...the best in the world. The hunt for the good ones was all part of our New York experience. - Cincinnati, OH has a very unique concept on what is considered good food...their chili. Have you ever been to Skyline Chili? Whoever imagined semi-bland chili on Spaghetti noodles...it actually kind of works. The locals seem to love it. Though the experience was memorable, the concept unique, and the "restaurant" was packed, this isn't a craving I get with any kind of regularity. The dogs were good. Their "3-way chili" must have a back-story. I think I'll ask about it next time. I will return.
- One of the most memorable eating experiences I've had while traveling was a visit to Austin, TX for a conference. A good friend and excellent market researcher (thanks MP) lined up a dinner for a group of us to a BBQ joint called The Salt Lick located about a half an hour outside of Austin in Driftwood, TX. I love BBQ, one of my favorites, and this restaurant didn't disappoint. We had a blast as we sat at a picnic table, ate family style, had great conversation, and pigged out. This was an awesome dining experience, shared with friends and colleagues in our industry, that I'll remember for the rest of my life...(you're coming to understand the true extent of my addiction).
- Some of you know that I took a trip to India a few years back. I spent about a week there traveling to different cities, staying in different hotels, visiting local businesses, and seeing local sites. After about five days of being in country, some associates and I decided to truly "go local" with a meal and visited a local Indian restaurant. The food and environment was wonderful. We sat and chatted with some locals, watched a Bollywood movie, and ate as much Indian food as we could stomach. The after effects of this experience, however, nearly destroyed me from the inside out. Up until that point, I thought I could eat just about anything. I've never been more food poisoned in my life. We ate Chinese food from hotel restaurants for the remainder of the trip and I haven't eaten Indian food since. Sometimes there's such a thing as "too local".
"Thank you for telling us your story of food addiction Vaughn M." What's the point? How does this apply to market research?
In a condensing world market (world is getting smaller - not flatter), and an increasingly competitive market research business landscape that seems to be losing its borders more and more because of new developments in technology, is there still room for regional tastes and local experts conducting local market research successfully? And, is there a strong benefit to using them in some cases?
I'd say yes. I believe that the globalization and specialization of interests we've experienced as a result of new technological advances like high bandwidth enabled streaming, social media exchange based on segmented topics, and cloud computing...providing the gateway to pulling all information sources together, has produced more of a benefit and a positive impact on these companies than you'd guess. If a company in the Ukraine wants to do a study in Laramie, WY it's now much easier for them to do it seamlessly and increases the probability that they can use the services of a local expert, rather than making a feeble attempt to conduct this research from the Ukraine themselves.
- I have a number of friends and business associates who have made their entire careers out of conducting market research in different cities in Texas. They are adept in technology, they understand their market and current market research trends and methods, and they've adapted their businesses to meet client evolution. These ladies really know their stuff (Shout out to the SWMRA gals in the Lone Star State).
- Salt Lake is another example. We Salt Lakers are a strange lot (not in a bad way). The further you get away from Utah and Idaho, the more misconception abounds about what Utah is or isn't about. The state has been built on very specific religious and cultural mores, conservative ideologies, and operational "norms". I'd venture a guess that even our "Liberals" would be considered semi-conservative in most other areas of the country. Because Utah is not very representative of the rest of the US, few people seem to care about what we think, but if you do...your research calls for it, does it make sense to use a local company?
For my
organization, most of our market research business has been aimed outside of the state of Utah (US). Over the course of the last couple of years we have turned some of our attention inside the state as well. When does it make sense to use a local provider for your market research (both US or Internationally)?
- Consider a local vendor when you are researching specialized local issues or products or when doing research for a local business targeting local respondents. Utah has a wide variety of products aimed at Utahans, or aimed at Mormons. We are the single largest consumers of Jello. We have many locally aimed products that can't be found with any frequency outside of the west. Local companies are best at dealing with these types of issues and products.
- Consider a local vendor when cultural concerns are prevalent to the subject matter. Have you ever done research in Hawaii? It's an interesting process doing telephone surveys with respondents in Hawaii. Many of the locals can pinpoint a "mainlander" within their first sentence. If you are dealing with issues that are of strong interest to the Hawaiians or other strong culturally driven locations, consider using locals to conduct this research.
- When you are bidding on research for local government, quasi-government organizations like utility companies, or universities, consider using a local vendor. Your project win-rates will improve as the organizations view local involvement as supportive of their community rather than "big business".
Are there other instances that make sense to use the market research services of the locals? For those of you who run local based businesses...here's your chance...please chime in!
Do you have food-based memories or am I just crazy?
Posted by Vaughn Mordecai on Thu, Feb 18, 2010 @ 02:33 PM
This will likely be the last of my string of posts that take pot-shots at the 
numerous sub-structures within the market research industry. If you're a manager of one of these sub-structures, you can give a sigh of relief here (ENTER SIGH OF RELIEF). Two weeks ago, my article focused on the usefulness of market research directories. Last week's article addressed the helpfulness of market research associations. Finally, I think we need to turn to the numerous miscellaneous market research related news wires, websites, blogs, fan pages, communities, groups, etc. Maybe you didn't realize all of these things existed...if not...ignorance may be bliss in this case. There's a lot of stress involved with avidly keeping up on it all.
There's been quite a bit tweeted recently about the abundance (abundance may be an understatement...sheer volume) of market research related sites, groups, blogs, communities, etc. available to the market researcher. For some of us, it's extremely difficult to keep a watchful eye towards everything that's going on and all that is posted with any kind of regularity. It all becomes a little bit overwhelming (STOP THE MADNESS...KIDDING...KIND OF). My RSS Feed alone contains fifteen market research related news wires and blog posts, not to mention all of the groups on LinkedIn and Facebook, the lists on Twitter, and the other "non-association" market research websites available that AREN'T in my news feeds. Has enough become enough?
Don't get me wrong. I'm glad that there are relevant sources of information for our industry. What I'm saying is that I may have (HAVE) reached a threshold where it's becoming extremely difficult to keep track of it all without some additional technology to sift through it...UNLESS I ignore a bunch of what's available and focus only on my favorites. Here they are:
If you haven't done this already, I have a recommendation for those who are trying to filter through all their "feeds." Get an application to consolidate your Twitter, Facebook, and Linked In accounts. Here are a couple of sites to check out. I'm sure there are A LOT more of these...maybe some that are even better, however a quick analysis of the people I follow showed these two as most prevalent. I'm not sure of the advantages or disadvantages each has over the other.
- HootSuite
- I've signed up for this service to test it but don't have a lot of experience with it yet. It's largely an online application, however it does look like it has desktop browser plug ins and can be loaded on a Mac. It has an IPhone application.
- Tweetdeck - I use this software on both my desktop and on my mobile phone. It's been very helpful in allowing me to quickly eye what's being posted without a lot of searching around...and it's desktop and IPhone applications are free.
Blogs, Hashtags & Twitter Lists (Ok - I know they aren't really the same thing). But, in my information overloaded mind they make a logical category...probably because many tweets are based on blogs and often the blog posts are stimulated by information being tweeted (like this one).
- Blogs - In an attempt to avoid repeating what has already been done. I won't say much about blogs. Research Rockstar put together two excellent articles on market research blog sources. Their titles are Great Market Research Blogs: Part 1 and Great Market Research Blogs: Part 2. This blog was lucky enough to get a quick mention. Overall, the blogs that I found interesting from these two lists make up most of my RSS Feeds.
- Aside from the folks you "follow" on Twitter. It's probably worthwhile to consider following these Twitter hashtags (#MR, #MarketResearch, #LatinMR, #MROC). Hashtags have been created for just about any topic. I haven't really seen a comprehensive list of hashtags but hashtags.org is an interesting next best thing. If you have a twitter application like Tweetdeck you can follow hashtags to your heart's content without having to figure out how to "dig" through them using the standard Twitter interface.
- Twitter lists are also being created for just about everything. If you really want to dig deep, search some of them out related to Market Research. I've kind of drawn a line in the sand for myself personally at this point. Too much info (TMI). On the other hand, take a look at this list on wefollow that id's the "most influential" market research tweeters.
Website market research news wires are easy to keep up on because you can set them up as an RSS feed in Outlook or other e-mail package, in your browser, or using a stand-alone application. I mentioned that many of my RSS feeds are blog related. Here are a few of my "non-association" favorite wires:
The number of market research communities and market research groups seems to be exploding. Increasingly, these are becoming much more difficult to track. A quick search on "market research" under the groups section of Linked In generated 377 search results. I'm able to get some value out of the following Linked In groups:
Incidentally, these also have their own associated websites that may also bring value on some level.
In addition to Linked In, market research related Facebook fan pages are popping up all over. Companies have their own Facebook pages, but more non-company specific pages are also emerging. Personally, I'm a "fan" of "Market Research Rocks! (hell yeah it does)" but I haven't jumped in to any others.
Phew...I feel like I've just thrown up...purged all of this information from my system into an article. Sorry it was so long but I had to get it out and move on. If someone is aware of a MASTER AGGREGATOR that will feed all of these sources, maybe provide information on "retweet" content (a frequency of "retweeted" articles would be nice), organize it into an easy "desktop" interface, all for "free"...please clue me in. Until that time, I'll continue to overwhelm myself with the daunting task of "keeping up" in a very fast evolving industry with great content (actually I put limitations on the time I spend with these outlets...which is the first step in the information addiction).
- I'm sure I've missed someone, snubbed one of my "followers" or ignored something impactful. Feel free to comment and add additional insight as you see fit. The more the merrier...Right?
Posted by Vaughn Mordecai on Thu, Dec 03, 2009 @ 06:00 PM
As brutal as this sounds, I'm a firm believer in the business mantra "Adapt or Die". Charles Darwin's statement "It is not the strongest of the species that survive, nor the most intelligent, but the one most responsive to change" gives me great hope.
Those of you who know me, probably have a sneaking suspicion that I am not the strongest, fastest, smartest guy around...I can certainly hold my own, but I haven't evolved (or been evolved on) into the "Six Million Dollar Man". "Steve Austin astronaut. A man barely alive. Gentlemen we can rebuild him...
We have the technology. We have the capability to build the world's first bionic man. Steve Austin will be that man. Better than he was before. Better stronger faster." (What was that sound he made when he ran ..ck ..ck ..ck ..ck ..ck ..ck ..ck? And what's with the Sasquatch in the picture? Apparently he had a difficult time adapting. I haven't seen him walking the streets of Salt Lake).
As a manager, I work very hard to adapt to changes in the business world. As a market research group, our company is fascinated with market research technology, business and technology evolution, and obsessive in our attempts to stay on top of changes to the market research industry...As well we should be.
This important business principle was re-emphasized to me on a recent drive home. I'm an avid listener of a local "alternative" radio station. I've been listening to it for a number of years. They pride themselves as being a little edgy...not goth or emo edgy...but "I've got a 9 to 5 job but haven't sold out to 'THE MAN' edgy." After Thanksgiving, this radio station added Holiday music to their lineup. It is absolutely surreal to listen to. Every fifteen minutes you'll hear a song like "Jingle Bells" by the Barenaked Ladies followed by Muse's "Uprising" or the "Little Drummer Boy" by Bing Crosby followed by "Panic" by The Smiths. One of their recent radio spots pointed out that during the Holiday season, they lose all of their listeners to two local stations that play all Holiday music all the time. I'll be interested to know if this stations adaptation to their play-list is repeated next year. I don't recall any holiday music on the station in previous years (unless you count the Chanukah Song & the Chanukah Song Part II & the Chanukah Song Part III all by Adam Sandler).
As strange as it is, this radio station has learned something that as business people and managers of market research projects and market research groups, we should all remember...Don't work yourself out of business by not responding to evolving expectation and need. As an industry, we seem to be at an evolutionary stage in the market research process
(evolutionary...not revolutionary). Much as the Jackalope evolved in nature, it's important that each of us keep up and evolve by adapting to changes in our environment.
So, how do we adapt? Here are a few suggestions.
- Know and understand what is evolving. Do you monitor changes in the market research industry? Do you monitor technology evolution? Do you connect the dots between the evolution of technology and how it COULD effect market research? If your answer here is that "I don't have enough time for that..." My answer to you is that you don't have enough time to NOT look around you and figure out what is changing. If you don't take this step your time is limited.
- Have an evolutionary plan and know what makes you different. Adapting and evolving does not require a revolutionary change to your core businesses or services. It requires that you think out of the box for ways to expand what you are an expert in. Know what makes you different, expand your expertise and plan to move from point A to point B.
- Implement the plan. It's fine to plan on things. Without action, planning is inadequate. Do you find that you are constantly saying, "we have a plan for that?" Has your "plan for that" gone on for years, with limited or no progress? Have a plan of action that is timeline based. If you don't meet the timeline, know why and know how to fix it.
- Adopt the change. There is a difference between adapting and adopting. Companies miss opportunities because their staff are unwilling or unable to adopt the adaptation that's been implemented. Many of the best implementations fall short right at the end. Robert Burns said, "The best plans of men and mice often go awry". I believe they often go awry because they aren't adopted after they are adapted.
So here are the questions I wonder about...but nobody ever answers.
- Do you know the back-story behind the Sasquatch in the Six Million Dollar Man?
- Have you ever seen a Jackalope?
- Do you have other suggestions for implementing evolutionary change?
Happy Holidays everyone! Best of luck evolving and adapting in the new year!
Posted by Vaughn Mordecai on Thu, Nov 05, 2009 @ 10:00 AM
I am a Mark Twain fan. At one point when Twain had been traveling in Europe and the Middle East, he was reported to have passed away (although he was consistently writing and sending articles to a publisher within the United States.) On return to the US, in a conversation with reporters, he smugly announced (and it has become one of my favorite quotes by Mark Twain)..."The rumors of my demise have been greatly exaggerated."
This year, I think that, among other things, the telephone side of the market research industry is feeling a little like Mark Twain's quote...The rumors of its demise have been greatly exaggerated. Yes, it has been a challenging year for a lot of market research organizations...even for the best of us. The economy has had an impact on market research in ways that were very difficult to predict. It has impacted our industry in general and the market research methodology used to conduct many market research projects. It has even had an impact on whether market research projects are conducted at all.
I like Thomas Edison's quote when he said, "Keep on the lookout for novel ideas that others have used su
ccessfully. Your idea has to be original only in its adaptation to the problem you're working on." This coming from the man who is credited for inventing the lightbulb, when really it was invented by a couple of guys in Canada who couldn't find a market for it (it's true...look it up here).
The market research industry is evolving. Many of us use online methods in many forms, we continue to collect large-scale telephone surveys (though many have announced their demise), we have found new and innovative ways to conduct our market research, and we're adapting to new and everchanging demographic shifts. Most importantly, we're figuring out how to use all of these available methods and technologies simultaneously in ways that are relevant to the business landscape and current market research needs.
We are not the archaic manufacturers of the buggy whip used in Twain's era, but professional organizations that understand the market research process, can minimize costs using multi-modal market research techniques that are fiscally responsible and provide important answers to market research questions. We have become adept at thinking outside of the box to ensure that the right methods are being used for each project...whether that is a mixture of quantitative market research & qualitative market research, automated market research, online market research, telephone market research, the use of panels or communities, or a host of other research techniques. We have and will continue to adapt our techniques...adapt or die. Some time ago, Mark Twain announced that the rumors of his demise were greatly exaggerated. I'd say that the rumors of telephone market research's demise have also been greatly exaggerated...although...I must admit that they are evolving and adapting and, for the best of us, are not as they once were.
1. Do you agree with this statement? Why or why not?
2. Do you think telephone market research is here to stay (at least for a while)? Why or why not?
Posted by Vaughn Mordecai on Thu, Oct 22, 2009 @ 10:00 AM
I have to admit I'm a bit of technophile. I'm not one of those guys or girls (usually guys) that locks himself away in his room at night and games until four in the morning and then tries to balance his job. However, I
do seem to have a morbid fascination with technology and, more specifically, market research technology. It stems from an experience I had at a previous employer.
In the early '90's before so much of our market research had turned to using online research methods, I had a couple of coworkers who were very bright (I still have bright coworkers at my current company...but I digress). We did a lot of telephone interviewing at the time (still do), but telephone research as a quantitative method was, by far, the most used method of data collection. At the time, these two coworkers started to develop the notion and idea that survey research could potentially be conducted using the internet as a method of collection. They felt that with the use of e-mail addresses, growing use of e-mail and websites (in the early phases), they could figure out a way to collect data without ever having to reach out to people over the phone. In retrospect...seems like a good idea. The leader of the company at the time basically told these two individuals to get back to their jobs and that telephone research was "the way we do it." Others folks (not this organization) in the market research industry followed through and developed some wonderful online research products and methods.
As the leader of a market research organization, I'm bound and determined that I won't be that guy. In the subsequent years, the organization slowly slipped away (you've heard the term adapt or die). A lot of very competent individuals emerged from the company, but very few of them stayed. One of these two individuals went on to start his own IT company, the other went to work for one of the early online research and business intelligence companies (now works with me at Discovery Research Group).
Lately, I've been working on ways to continue to expand our research capabilities (never really ends), looking closely at Social Media outlets, attending as many technology sessions as I can, and trying to create an organization based on quality, agility, and flexibility, all with the goal in mind of seeing the "next thing coming"...technology that will impact society and market research...So here's what I'd like to know:
1. Is there even a "next thing coming"? Something so revolutionary that it completely changes the landscape? What do you think it's tied to?
2. Do you think it is somehow associated with the unprecedented Social Media growth we're seeing right now? If so...how?
3. Do you think you know how it will impact Market Research methods?
I look forward to your responses.