Making the most of the internet in market research Presentation to the PERPI Breakfast Meeting on Wednesday 18 th November 2015 Phil Hearn, CEO, MRDC Software phil.hearn@mrdcsoftware.com www.mrdcsoftware.com
MRDC: the facts in black and white • Offices in UK, Thailand and Philippines • Established in 1992 • Leading provider of data analysis and reporting services in Europe • Software provider in Asia plus services • Software products used by big and small companies • MRDCL – tabulations software for DP professionals • QPSMR – Paper data entry, CATI, tabulations • DataDynamic – Automated reporting • Snap – Online, tabs and reporting • Survelytics – Mobile research on smaller devices
Do you love or hate the internet? Clients can reach you at any time …but you could be on a beach
Do you love or hate the internet? ….and know that they have arrived You can deliver things faster
Do you love or hate the internet? ….and market yourselves to a You can tell the world what you do wider audience
Brief history of market research - 1 • Typed questionnaires • Data put on punch cards • Hand tabbed / counter sorters • Hand drawn charts
Brief history of market research - 2 • Computers Could read punch cards Produce tabulations
Brief history of market research - 3 • PCs on every desk
Brief history of market research - 4 • Faster computers • CATI (computer assisted telephone interviewing)
Brief history of market research - 5 • Microsoft Office Better looking questionnaires Excel spreadsheets for results PowerPoint presentations
Brief history of market research - 6 Online surveys
Brief history of market research - 1 • Typed questionnaires • Data put on punch cards • Hand tabbed / counter sorters • Hand drawn charts
Brief history of market research - 2 • Computers Could read punch cards Produce tabulations
Brief history of market research - 3 • PCs on every desk
Brief history of market research - 4 • Faster computers • CATI (computer assisted telephone interviewing)
Brief history of market research - 5 • Microsoft Office Better looking questionnaires Excel spreadsheets for results PowerPoint presentations
Brief history of market research - 6 Online surveys
So, what’s next? The pattern • Cheaper • Faster • Better information
Let’s look at how the internet changes the way we live • Fewer technophobes • Easy access to information Easier to find key data Deeper data available with a little more effort • Getting used to doing things ourselves
How has the internet affected our customers • Fewer technophobes • Easy access to information Easier to find key data Deeper data available with a little more effort • Getting used to doing things ourselves
Internet’s penetration into the business world Facebook, Twitter, LinkedIn, SMS etc. not just for personal use Businesses need online presence Marketing is now pull not push Marketing now more important than sales How good is your company’s web presence?
Use of the internet in business Air travel/hotels now an online business Banking/finance moving online Courier companies deliver goods using online technology Goods ordered online Is market research ready?
What do our clients expect? • Faster • Cheaper • Better • More accessible YES And, they still want more YES Is this reasonable? YES Is this tough on us?
What else is changing? Cheaper means: • Those on the fringes of research can compete • Less investment to compete Faster means: • Changed processes/staff • Responsiveness
How research needs to move forward Think like our customers do • Data readily available • Make research accessible • Merge research data with other client data (sales, advertising spend etc.)
Provide data so that clients can use it as they want to • Automated PowerPoint reports • ‘Custom dashboards’ • ‘Quick dashboards’
Automated PowerPoint reports Using DataDynamic software to generate PowerPoint reports means that: • Additional reports can be generated in seconds (e.g. a report for high spenders) • Giving added value to client • Additional information fast to produce Additional cost is marginal • Software is inexpensive • Does not need overly skilled staff
Examples of automated PowerPoint reports using DataDynamic
Examples of automated PowerPoint reports using DataDynamic
‘Quick’ online reports • Using Dynamic Research Manager software to generate online reports means that: • Clients to access reports online • Key results can be made available quickly (or in real time) • Clients can apply to filters to reports to drill down into data • Clients feel that they are getting something for nothing and answer a lot of questions without asking you • Additional cost is still not expensive • Software is slightly more expensive • Does not need overly skilled staff • Encourages repeat business
Customised online dashboards MRDC can provide customised dashboards • Ideal for tracking projects • Can guide light and heavy users through data showing latest information • Can highlight significant changes • Can be provided in client’s corporate style • Likely to tie client to you in long term
Examples of ‘customised dashboard’
Examples of ‘customised dashboard’
Custom dashboards Can give instant picture of research to CEO and senior management Need to be prepared with care Need to get agreement of stakeholders (not easy!) Need to keep it fresh • Changing home page • Random verbatims from surveys Allows you to merge other sources of data
Is reporting/dashboarding expensive? Like other new things, it started expensive It is getting cheaper • Automated reporting now very cheap • ‘Quick’ dashboards cheaper • Custom dashboards now within the budget of many larger projects…..and getting cheaper with MRDC’s new development tools in 2016!
Finally, let’s not forget data collection Having ‘good enough’ software is important • Avoid high end and low end products Make sure surveys are engaging • Avoid long grids (like on paper questionnaires) • Thank respondents for getting half way in a long survey (it works!) • Give them tasks • Length of interview should be shorter than paper Test your survey
Data collection….. Make use of modern features in SNAP • Ask respondents to take videos / pictures • Have automatic trigger alerts for dissatisfied customers • This can save your clients $$$$ • Feed data into automated reporting systems • Fast • Cheap • More information
SNAP allows you to build Quick Reports
SNAP allows you to build Smart Reports
TERIMA KASIH BANYAK! phil.hearn@mrdcsoftware.com www.mrdcsoftware.com
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