Survey
Permission to Walk Away from Survey Trends
By: David Shanker, CEO,
The Americas, Lightspeed
The Americas, Lightspeed
In our complex world, the accelerated pace of innovation and
technology has created a struggle in the marketing research industry. Consumers
are our greatest assets, but they are overloaded: countless digital marketing
campaigns, social media platforms and infinite numbers of apps are fighting for
their attention. Our attempts to quantify their behavior and attitudes are
heavily influenced by technology. But with the frequency of change so rapid,
how do we judge if we are capturing the 'norm'? Are we capturing their full
attention?
technology has created a struggle in the marketing research industry. Consumers
are our greatest assets, but they are overloaded: countless digital marketing
campaigns, social media platforms and infinite numbers of apps are fighting for
their attention. Our attempts to quantify their behavior and attitudes are
heavily influenced by technology. But with the frequency of change so rapid,
how do we judge if we are capturing the 'norm'? Are we capturing their full
attention?
There is a need for change in our industry. Similar to the
advertising industry, marketing research is heavily fragmented. We can no
longer passively capture data, we need to ask, listen and learn while being
more nimble than ever. As we look more and more at consumer behaviors, we need
to think more about the data than about the tools capturing the data. Norms are
evolving ' driving us away from traditional survey trends.
advertising industry, marketing research is heavily fragmented. We can no
longer passively capture data, we need to ask, listen and learn while being
more nimble than ever. As we look more and more at consumer behaviors, we need
to think more about the data than about the tools capturing the data. Norms are
evolving ' driving us away from traditional survey trends.
Today, possibilities with how we connect with a consumer are
faster than ever. When people take surveys it means they need to have the same experience
no matter what device they are on. The adoption of mobile devices, particularly
smartphones, is having a big impact on our ability to provide representative
samples'in fact, the impact of mobile devices on our ability to reach people
cannot be overstated.
faster than ever. When people take surveys it means they need to have the same experience
no matter what device they are on. The adoption of mobile devices, particularly
smartphones, is having a big impact on our ability to provide representative
samples'in fact, the impact of mobile devices on our ability to reach people
cannot be overstated.
Nielsen reported that as of Q4 2014, over 70% of
people in the United States own a Smartphone;
This compares to only 22% in 2010;
Current smartphone ownership is even higher for
the highly coveted Millennials and multicultural; it's 80% for those
groups.
Adapting to change
Change is hard. We realize it is easier said than done'it
takes a lot of work; but status quo is not an option to survey in today's
industry. You will miss the young adults and multicultural; you'll also miss
members of the general population who use their smartphones to take surveys, a
percentage that will continue to grow. So what should we do?
takes a lot of work; but status quo is not an option to survey in today's
industry. You will miss the young adults and multicultural; you'll also miss
members of the general population who use their smartphones to take surveys, a
percentage that will continue to grow. So what should we do?
1.
Surveys have to be shorter'15 to 20 minutes
maximum
Surveys have to be shorter'15 to 20 minutes
maximum
2.
They have to be designed to be engaging and take
advantage of the latest programming techniques'getting caught in grid paralysis
is no longer an option
They have to be designed to be engaging and take
advantage of the latest programming techniques'getting caught in grid paralysis
is no longer an option
3.
Surveys have to render appropriately for
whatever device is being used
Surveys have to render appropriately for
whatever device is being used
The 'whys' and the 'so what's' need to balance traditional big
data. Consumer insights are not only necessary, but essential. The need to
connect with the consumer in the right way at the right time will be as
important as the technology used to do it.
data. Consumer insights are not only necessary, but essential. The need to
connect with the consumer in the right way at the right time will be as
important as the technology used to do it.
About the Author: David
leads the Lightspeed business across the Americas region, unifying and focusing
systems and expertise to meet clients' dynamic needs and consistently exceed
their expectations. A veteran of 20-plus years in sales, marketing, operations
and research, he has served in senior management roles in established, start-up
and turn-around business situations. His strategic and operational leadership
has resulted in significant business improvements for companies such as Ipsos,
OTX Research and Information Resources Inc. Prior to joining Lightspeed, David
was CEO of PINCHme, a digital marketing/market research start-up that delivers
insights to leading CPG companies through a unique approach to consumer
research.
leads the Lightspeed business across the Americas region, unifying and focusing
systems and expertise to meet clients' dynamic needs and consistently exceed
their expectations. A veteran of 20-plus years in sales, marketing, operations
and research, he has served in senior management roles in established, start-up
and turn-around business situations. His strategic and operational leadership
has resulted in significant business improvements for companies such as Ipsos,
OTX Research and Information Resources Inc. Prior to joining Lightspeed, David
was CEO of PINCHme, a digital marketing/market research start-up that delivers
insights to leading CPG companies through a unique approach to consumer
research.
