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From eBay with love: How research helped put the sparkle on eBay’s Christmas planning
Suzanne Lugthart and Ruth Noble, MRS Awards, Winner, MRS Awards, December 2013
This article explains research by eBay, the online retailer, which sought to learn from a Christmas campaign and understand consumer needs at Christmas in the UK and Germany.
This article explains research by eBay, the online retailer, which sought to learn from a Christmas campaign and understand consumer needs at Christmas in the UK and Germany. The company had found that its Christmas trading peak ended earlier in December than its competitors, and that this was due to fears about item delivery times and suitability. A 'Sunday Spectacular' promotion was developed, with deals on a limited amount of stock. The research described here established that toys were eBay's biggest growth opportunity, men did not shop as had been previously thought, and 50% discounts are effective in converting sales. The findings have led to eBay's 2013 Christmas marketing campaign being more rationally based, with an extension of 'Sunday Spectaculars'.
Asda: Diving deeper, thinking broader, working closer
Anna Cliffe, Beverley McCauley and Rebecca Briscoe, MRS Awards, Finalist, MRS Awards, December 2013
This article describes research by Asda, the UK supermarket chain owned by Walmart, which analysed the business category by category with the aim of breaking down silos between each.
This article describes research by Asda, the UK supermarket chain owned by Walmart, which analysed the business category by category with the aim of breaking down silos between each. Primary research used included accompanied shopping interviews, in-store observation and use of eye tracking software. A national survey and exit interviews were also conducted. Secondary research utilised sales data and bought in consumer and trends data. As a result of the research a number of actions have been taken, including changing shelving to improve aisle 'shopability'.
Innovation in market research: Examples from Ericsson, Heinz and HP
Low Lai Chow, Event Reports, Qualitative 360 Asia, November 2013
This event report looks at innovative approaches to qualitative market research. Ericsson has employed WhatsApp, the mobile messaging app, to draw insights from smartphone users, and found it to be a forum where respondents spoke openly and freely in a way that did not often occur in traditional focus groups.
This event report looks at innovative approaches to qualitative market research. Ericsson has employed WhatsApp, the mobile messaging app, to draw insights from smartphone users, and found it to be a forum where respondents spoke openly and freely in a way that did not often occur in traditional focus groups. On its part, Heinz built an online community in the Netherlands, which has come to serve as a vital source of information for its brand and innovation teams. Elsewhere, HP sought to understand consumer attitudes towards printed materials by removing them from the everyday lives of its research panel for two days, encompassing everything from their passport to the letters on a keyboard and personal photos. It uncovered a number of "human truths" as a result.
Using the evidence: The benefits of passive data collection and e-memory for qualitative research
Robert Cook, ESOMAR, Qualitative, Valencia, November 2013
This paper describes how advances in research and technology are allowing a deeper and more comprehensive understanding of consumer behaviour.
This paper describes how advances in research and technology are allowing a deeper and more comprehensive understanding of consumer behaviour. Traditional interviewing is heavily reliant on recall and reporting accuracy by the subject. New technology such as wearable lifelogging camera technology allows ethnographic information to be captured passively and over long periods of time. This method captures a more accurate record of behaviour and helps to generate insights for future innovation. An example of how these developments in research were used to analyse how people use their smartphones in various situations is explained.
Warc Advertising Research 2013: Researching the implicit memory
Brian Carruthers, Event Reports, Advertising Research, September 2013
This report summarises the presentations given at the 2013 Warc Advertising Research conference, which covered a range of subjects related to the theme 'Researching the implicit memory'.
This report summarises the presentations given at the 2013 Warc Advertising Research conference, which covered a range of subjects related to the theme 'Researching the implicit memory'. It was stressed that understanding implicit thinking is a route to improving traditional research, rather than replacing it. Topics addressed included understanding the context in which consumers interact with brands, using metaphorical techniques in research, recognising the emotions that act as drivers and the effect of mobile and new technology on market research. The conference also looked into the future for market research and its likely evolution.
Using GPS Analytics and In-the-Moment Mobile: Surveys for insight into 2012 holiday shopping behaviour
Thaddeus R. F. Fulford-Jones and Eric H. Weiss, ESOMAR, Congress, Istanbul, September 2013
This paper discusses the lessons learned by Locately, the consumer location analytics company, from a project to understand shopper journeys.
This paper discusses the lessons learned by Locately, the consumer location analytics company, from a project to understand shopper journeys. GPS technology allows companies to mine data on shoppers' location and journeys, and trigger mobile surveys for shoppers when they enter a store. However, this technology creates concerns around privacy and the correct way to invite participation. This paper examines how visit-triggered in-store mobile surveys allowed Locately to evaluate the impact of marketing activations.
The Sound of Big Data: Understanding a day in the life of a sound listener
Nadines Guhlich, Rey Farhan and Alistair Hill, ESOMAR, Congress, Istanbul, September 2013
This paper details research by SoundCloud, the audio distribution platform that sought to understand SoundCloud users' behaviour through mobile research.
This paper details research by SoundCloud, the audio distribution platform that sought to understand SoundCloud users' behaviour through mobile research. SoundCloud has a vast amount of data regarding usage of its platform, but wanted to understand offline behaviour and how this interacts with the platform. Research participants completed time diaries through their mobile phones and the information they provided was combined with data on their usage of the platform. This approach has the advantage of more accurately recording what respondents are doing as they tend to have their mobile phones with them at all times and are able to record their activities immediately. Combining Big Data, consumer research methodology and mobile device data gathering allowed SoundCloud to gain an holistic understanding of consumers, including different usage behaviours at different times of day and weekends, what motivated people to listen, and why they shared music online.
Measuring Up: Impact of mobile and segmentation on respondent behaviour
Aaron Jue and Kristin Luck, ESOMAR, Congress, Istanbul, September 2013
This paper discusses the supposed decline in survey respondents' attention span by examining the results of a study on respondents who access online surveys from mobile devices.
This paper discusses the supposed decline in survey respondents' attention span by examining the results of a study on respondents who access online surveys from mobile devices. The study used data from surveys conducted by ecommerce companies and only used surveys which were designed for online use but taken on mobile, to create a mobile survey behaviour baseline. The types of surveys examined included both short and complex surveys, and long surveys that could be segmented. Initial results suggested that this area was quickly developing, and so results were updated six months after the initial findings. The paper uses the latest results to analyse the best ways to reach respondents.
A 4-Dimensional View of the Digitally Engaged Consumer: Creating a single-source methodology to harness insights of today's 'new' consumer
Maria Domoslawska and Heather Dougherty, ESOMAR, Congress, Istanbul, September 2013
This paper discusses research into consumer engagement with brands across different technology platforms.
This paper discusses research into consumer engagement with brands across different technology platforms. It explains how a single-source methodology was developed to allow advertisers to understand the behaviour and purchasing intent of digitally engaged consumers, finding that there is a discrepancy between what consumers says they do online, and what they actually do. Understanding the in-depth segmentation of consumers is important as they now expect a personalised brand message across platforms.
Multimode, Global Scale Usage: Understanding respondent scale usage across borders and devices
Melanie Courtright, Kartik Pashupati, Annie Pettit and Roddy Knowles, ESOMAR, Best Methodological Paper Award, Congress, Istanbul, September 2013
This paper discusses survey response styles, considering the personal characteristics - such as gender, age and nationality - which create response style and the difference between response style in online, telephone and other surveys.
This paper discusses survey response styles, considering the personal characteristics - such as gender, age and nationality - which create response style and the difference between response style in online, telephone and other surveys. Response style is a person's tendency to systematically respond to questionnaire items regardless of content, e.g. by giving extreme or mid-point responses on a scale. The impact of dropping or retaining the neutral point on scales is examined and the reliability of different measurement scales compared. Amongst the findings, the research showed that men are more likely to use the negative side of the scale, while women are most likely to use the extreme positive side. Guidelines for designing global online and mobile surveys which take response style into account are developed.
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