Making the most of the internet in market research Presentation to - - PowerPoint PPT Presentation

Presentation to the PERPI Breakfast Meeting on Wednesday 18th November 2015

Phil Hearn, CEO, MRDC Software phil.hearn@mrdcsoftware.com www.mrdcsoftware.com

Making the most of the internet in market research

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?

You can deliver things faster ….and know that they have arrived

You can tell the world what you do ….and market yourselves to a wider audience

Do you love or hate the internet?

• Typed questionnaires
• Data put on punch cards
• Hand tabbed / counter sorters
• Hand drawn charts

Brief history of market research - 1

Brief history of market research - 2

• Computers
• Could read punch cards
• Produce tabulations

• PCs on every desk

Brief history of market research - 3

• Faster computers
• CATI (computer assisted

telephone interviewing)

Brief history of market research - 4

• Microsoft Office
• Better looking questionnaires
• Excel spreadsheets for results
• PowerPoint presentations

Brief history of market research - 5

 Online surveys

Brief history of market research - 6

• Typed questionnaires
• Data put on punch cards
• Hand tabbed / counter sorters
• Hand drawn charts

Brief history of market research - 1

Brief history of market research - 2

• Computers
• Could read punch cards
• Produce tabulations

• PCs on every desk

Brief history of market research - 3

• Faster computers
• CATI (computer assisted

telephone interviewing)

Brief history of market research - 4

• Microsoft Office
• Better looking questionnaires
• Excel spreadsheets for results
• PowerPoint presentations

Brief history of market research - 5

 Online surveys

Brief history of market research - 6

The pattern

• Cheaper
• Faster
• Better information

So, what’s next?

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
• urselves

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
• urselves

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?

YES

What do our clients expect?

• Faster
• Cheaper
• Better
• More accessible

And, they still want more Is this reasonable? Is this tough on us? YES YES

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
• ‘Quick dashboards’
• ‘Custom 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