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The ARF Response to "Life-Support" Threat: Online Research Quality Council
Geoffrey Precourt, Event Reports, ESOMAR Online Research, November 2009
The establishment and early findings of the Advertising Research Foundation's Online Research Quality Council (ORWC) are described in this report by WARC's U.S.
The establishment and early findings of the Advertising Research Foundation's Online Research Quality Council (ORWC) are described in this report by WARC's U.S. editor, Geoffrey Precourt, from ESOMAR's 2009 Online Research conference. It is based on a presentation by the ARF's chief research officer, Joel Rubinson, who describes the initative to respond to concerns voiced in 2006 by Procter & Gamble about the quality of online research, when a senior P&G researcher famousaly commented that unless market research underwent significant change, it faced being on "life support" by 2012.
Tried and texted approach to getting consumers talking
Marie Lena Tupot and Tim Stock, Admap, January 2009, Issue 501, pp. 32-33
During a recession it becomes even more essential to understand the consumer and stay engaged. Good research requires forming a relationship with people to coax information out of them.
During a recession it becomes even more essential to understand the consumer and stay engaged. Good research requires forming a relationship with people to coax information out of them. To do this you must talk to them as they would with their friends. An example is described in which women were asked about light beer drinking (for Miller Lite beer).One method is SMS polling. This is used not for long surveys but for smaller bunches of questions repeated over time. A dialogue is created through broadcasting and receiving incremental questions and answers, typically no more than 5 questions. Recruitment for mobile polling is discussed. The smaller niche groups who are passionate about the market are important sources. You must let them know you are there and let them initiate the texting. To recruit those whose interests are incidental, appeal to their desire for social credibility. Tell them why they are important to the research. Money is not a key incentive. A ten-point check list for recruiting research participants is offered. Underlying the guidelines is the need to keep close to them, show you care about them, don’t overload them with laborious tasks, and use creative ways to keep them engaged.
Raising standards in online research
Robert I Tomei, Warc Exclusive, February 2008
Concerns about online research, which accounts for more than 40 per cent of all survey-related work in the US, continue to overshadow the global market research sector estimated to be worth $25bn in 2006.
Concerns about online research, which accounts for more than 40 per cent of all survey-related work in the US, continue to overshadow the global market research sector estimated to be worth $25bn in 2006. This article outlines why an industry-push wide push to raise standards is needed.
Scouting: Eyes Wide Open
Anniki Sommerville and Jo Adams, Advertising Research Foundation Workshops, Consumer Insights Workshop, October 2000
This paper sets out to show how research and specifically youth research can offer genuinely exciting and inspirational insight and information via a simple but alternative approach to recruitment, discussion and analysis.
This paper sets out to show how research and specifically youth research can offer genuinely exciting and inspirational insight and information via a simple but alternative approach to recruitment, discussion and analysis. We will argue that in order to get the best and most forward looking people who will help inspire clients, we should research respondents we are already convinced we want to speak to. We should then speak to them in a way that exploits rather than stifles their influence. We will argue that scouting - choosing the very shape, nature and order of your information sources - allows us to access the people at the very centre of trend hotspots and ensures that we speak to them in a way that challenges rather than perpetuates the status quo. We will conclude by offering the thought that as we researchers continue to develop new samples and methodologies we can and should offer more proactive consultancy on the shape, nature and dynamic of trends in the world of youth and beyond.
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