Market Research RSS Feeds Research RSS FeedsTue, 17 Jan 2017 08:47:20 GMT 2016 DJS Research Annual Review We were selected from 500 European Market Research agencies to win survey quality award! System 1 politics and some thoughts on democracy… Written by Elliot Simmonds, Research Consultant We’re recruiting Researchers at different levels! That Light Bulb Moment Written by Barrie Hawker, Research Consultant New Talent & Promotions at DJS Research! July has been a busy month here at DJS Research whereby we have welcomed 7 new members of staff. DJS Research representing the market research industry at the highest levels We are currently celebrating our researchers’ successful presentations at a number of major conferences and symposiums across the world, where they have represented the market research industry at the highest levels. Significant growth for DJS Research! Significant growth for DJS Research! : We have recently had the privilege of announcing to our team that we gone above and beyond our sales target of £4million for the last financial year, and achieved a turnover of £4.2million for 2015/16. This figure marks ten years of double digit growth and an increase in turnover of 17%! DJS Research enjoys further framework success Guess how many telephone interviews we conducted in June to enter our social media competition We have recently launched a social media competition on our Facebook and Twitter accounts. DJS Research Findings For Booktrust ‘Reading Changes Lives Conference’ Featured in National Press New research carried out by DJS Research Ltd on behalf of Booktrust has found a divide in the UK between readers and non-readers, linked to wellbeing and deprivation. A significant number of adults in the UK have negative attitudes to reading – despite the fact that people who regularly pick up a book are, on average, more satisfied with life and are more likely to think that what they do in life is worthwhile. CCWater publishes our research Infographic: Four fifths of teachers want to remain in the European Union New research conducted by education market research specialists VoicED (part of DJS Research Ltd) has discovered that four fifths (82%) of primary and secondary school teachers say they are going to vote, or had voted, for Britain to remain in the European Union in today’s referendum. DIY DJS: We volunteered at Pearce Lodge Written by Ben Stern, Research Executive How to determine the right survey length Written by Matt Walker, Senior Research Executive On the seventh day, God created Manchester DJS runs the Great Manchester 10K with Together Trust “It’s the little things that count” as published by the Market Research Society Written by Alex McCluckie, Research Manager Picture the scene: it’s a normal night in Manchester ( glib and rainy, naturally ) as I make my way home after a long but productive day at work. I hit the motorway and out of nowhere another driver cuts lanes mere inches from my bumper without indicating. After a quick surge of adrenalin and a little swearing, I quickly settle back into cruise mode. A short distance later I’ve pretty much forgotten the whole episode and decide to pull over for a quick snack stop. I find myself waiting at the till. 15 minutes later and I’m still waiting. Hang on, not waiting, fuming! How can it be this slow? I finally get out of there and arrive back home, and I’m still incensed. In fact, I was just as riled by this minor episode the following day when I was back on the same road making my way in for the new day. Now calmer, reflecting on this episode I was struck by a question; how can two events – one a near life and death experience and one insignificant and mundane produce such forgettable and persistent reactions? As it turns out there is a rather interesting explanation – and one that may have something to teach us about customer experience. A series of mini-studies from the US suggests that intense states may themselves trigger psychological processes that are designed to diminish them. As a result, this unconscious process means that intense states ( i.e. the feeling created by nearly getting driven off the road ) may subside much quicker than their milder counterparts ( i.e. the feeling created by having to queue for long periods of time ). Because this process is subconscious, people can expect intense states to last longer than mild ones. When tested, however, the truth seems to be anything but and this may have ramifications for how brands handle their customer relationships. According to the research, headed by Dan Gilbert, by asking participants to estimate the intensity of their feelings towards a number of transgressions ( such as asking someone on a date but getting turned down, or hearing that their best friend had a romantic encounter with their former flame ) both at the moment it happened and one week later, they were able to see a clear expectation amongst participants that their feelings at the time of the transgression would prove to be a “powerful predictor of their feelings a week later”. The researchers also took this one step further in order to test whether the psychological processes that temper distress are activated only when the distress itself exceeds a certain threshold. To do this they conducted another study. This time, participants rated their emotional state prior to writing an autobiographical story that someone else would then rate and use to assess their personality type. Crucially however, some participants were told that they would then meet their assessor ( partner condition ) and some were told that their assessor would remain anonymous ( non-partner condition ). Participants were eventually given their assessment indicating that their assessor had rated them with ‘relatively high confidence’ as the worst of three personality types. Upon reading this assessment, participants then measured their emotional state again. As predicted, participants experienced a greater change in their emotional state when insulted by someone they were going to meet ( partner condition ) than when insulted by a non-partner. The suggestion here was that because people trust others with whom they are going to interact to make special efforts to be nice, participants initially disliked their insulting ‘partner’ more than their insulting ‘non-partner’. Additionally, the researchers investigated how participants’ more intense dislike of a partner was expected to last longer than their less intense dislike of a non-partner. Interestingly however, when measured five minutes after being insulted, the opposite was actually the case; the greater emotionally active situation was diffused quicker than the initially lesser experience – something the authors argue is due to these subconscious attenuating processes. So if really bad experiences can be alleviated quicker and lesser, more mundane experiences tend to linger, what does this mean for customer experience? Well, as we all know, good and bad experiences can come in different sizes: from unsatisfactory exchanges with a customer services department to finding out your beef burgers have been made of horse for the last few months. With these findings in mind, the question is, are brands sometimes guilty of prioritising their resources towards ‘the bigger’ PR issues at the complete expense of the everyday interactions that consumers seek? A recent Twitter mystery shop evaluated different brands on several measures, such as response rate, speed and quality of response and found there to be a chasm between those brands that prioritise consumer interactions and those who take a more ‘relaxed’ stance to connecting with their customers. Indeed, while some brands responded to at least 90% of queries, certain brands chose not to reply to a single tweet! These more ‘relaxed’ brands may be taking this laid back approach due to this subconscious expectation that the ‘lesser’ inconveniences experienced by customers ( i.e. not receiving a reply ) will subside and be forgotten about quickly, leaving them to tackle what they perceive to be bigger, more important issues. But as we now know, this may be a mistake that is merely masking a slow burning consumer frustration that lingers because it isn’t activating the ‘threshold’ needed to trigger the psychological processes that can attenuate this frustration. In this counter-intuitive world of ours, consumers need to be handled with care and engaged with on their terms about the issues that are important to them, no matter how - and particularly if they are - small. Doing otherwise may simply be covertly deteriorating the consumer – brand relationship out of all proportion to the initial event. REFERENCE: Gilbert, D. et al., ( 2004 ).  The Peculiar Longevity of Things Not So Bad. Psychological Science 15 ( 1 ), 14-19. We’re running The Great Manchester Run for the Together Trust! The 2016 Junior Researcher scheme is open! We’re recruiting for a number of positions! Device Agnostic Surveys How have we made our surveys device agnostic? Accessibility of Surveys How have we made our surveys accessible? Multi-Browser Testing for Surveys How have we used multi-browser testing within our survey design? Automotive Industry Market Research Automotive industry market research can be undertaken both on behalf of and with regards to the automotive industry. Automotive industry market research is not bound to a specific research method, with research agencies researching the sector through a variety of quantitative and qualitative research methods. Behavioural Segmentation Behavioural segmentation is the term used to describe how market research professionals and marketers can identify and analyse specific patterns in behaviours, enabling market researchers to segment a sample by consumer behaviour. Strategic Priority Matrix (SPM) The strategic priority matrix is an effective tool to use in order to demonstrate gaps between the required or expected service level and the level of service currently being received. This can show areas where improvement is needed, as well as areas where less importance is placed by customers and thus where companies can potentially make resource savings. Kids Market Research DJS Research has years of experience conducting market research with kids, through Chatter Zone, our kids market research community. Teens Market Research DJS Research has a wide range of experience carrying out market research with teenagers, through our online community, Chatter Zone. Alumni Market Research Alumni market research is a type of market research, most often carried out in the higher education sector (although some colleges and larger private schools or school networks do also conduct alumni studies). Alumni market research seeks to understand the views, opinions and current situation of graduates of an education institution – normally a university. This university is often referred to as an alma mater. In some countries, large scale alumni surveys are mandatory – for instance the Destination of Leavers Survey in the United Kingdom. Parents Market Research DJS Research has a wealth of experience conducting market research with parents, through our parents, kids and teens online community, Chatter Zone. Gabor Granger Pricing Technique The Gabor Granger Pricing Technique was created by Andre Gabor and Clive Granger, and has been in use since the 1960s.  It is a technique which asks the respondents about the likelihood that they will buy a product or service at a variety of different price points. SIMALTO SIMALTO is the acronym given to the term Simultaneous Multi-Attribute Level Trade-Off. Executive Summary An executive summary can often be found towards the end of the research process. Usually the executive summary will be written into the final report by the researchers, in order for the client to understand the overall project. The executive summary can normally be found within the report rather than presented to the client verbally. The executive summary should act like a brief synopsis of the process. An example of an executive summary may start with stating the purpose of the project, the type of research used and the number of respondents who took part. It would then continue to describe the key findings and insights discovered from the research and what this reveals. It is unlikely the executive summary will contain any recommendations or specific details as it is purely meant to inform the client of the essential elements of the research. Bullet points and short paragraphs are usually sufficient in an executive summary. The report would then go into further detail. An executive summary differs from an abstract as it is usually more concise giving a general overview, whereas an abstract will describe the overall the project. The executive summary can also act as a marketing tool if any potential clients were to be interested in conducting research with that particular company. Depending on the project an executive summary may not be necessary if the researcher is able to present the findings well verbally to the client. Exploratory Focus Groups Exploratory focus groups are a form of exploratory research. This area of research is used to unpick the research questions it is not used to have a final impact on a project or create solutions to problems. They are useful in helping the researcher to gain a better understanding of the topic and the researcher should bear in mind that the direction of the project may need to be changed if the exploratory research reveals a new insight. Focus groups provide a good forum for exploratory research as they usually consist of between 6-12 people all in the target group sample. They are common as they help to discover where people stand on an issue and there are enough people within the exploratory focus group to gain a variety of opinions in a short space of time. After the exploratory focus group has been conducted the results and ideas which have transpired may help future research. This type of research can be used in almost any sector. An example of this would be: a well-known sports brand would like to create a new pair of trainers for young active males. By having an exploratory focus group the researcher could gain an understanding into the style, colours and level of comfort a young active male would want from a new pair of trainers. They could then take this information and use it to channel their future research on the project. Market Research Group Dynamics Market research group dynamics is the term which refers to the level of interaction between groups during research. Group dynamics are usually best witnessed within a focus group. A researcher is responsible of directing the discussion making sure respondents stay on topic. Dynamics are important as they can reveal who is the most dominant in the group and who prefers to remain anonymous in the security of the large group. A good group environment would support a varied discussion and encourage everyone to speak. Whereas, poor group dynamics make it difficult for a researcher to decide what people’s real opinions are. The researcher may also have to intervene to divert the conversation back to the specified topic area. An example of negative group dynamics would be if a particularly forceful individual were to influence some of the group by stating that the local council should provide more parks within the area, opinions may change which could infect the group interaction. This could shed doubt on the validity of the research. A positive example of group dynamics would be when discussion flows naturally, with each person speaking about whether there is a need for more parks and the benefits and detriments of creating more parks in the community. Ideally nobody would interrupt and the researcher could pitch in with their questions. Not only are market research group dynamics important in decision-making within a research project, they are becoming a lot more prevalent today as mass-consumerism is on the rise and it could be useful in discovering why some products are more popular than others for example particular mobile phones or tablets. Market Research Incentives Market research incentives are used to urge people to partake in the research; this could be for a focus group, interview or even a survey. The incentives are monetary or non- monetary. Monetary incentives can range in value depending on the project, the respondents and the time it will take to conduct the research. Sampling Frame A sampling frame is a list or database from which a sample can be used. In market research terms, a sampling frame is a database of potential respondents that can be drawn from to invite to take part in a given research project. This could be sample for quantitative and/or qualitative research including, but not limited to, qualitative telephone interviews, CATI, online surveys and focus groups. These databases could come from a variety of sources including customer lists, government registers and purchased telephone numbers and/or email addresses. Sampling Interval Sampling interval is the distance or time between which measurements are taken, or data is recorded. In research terms, also referred to as ‘nth selection’, this is when we select every nth participant (sampling unit) in the list; this sampling interval produces a random selection from throughout the total population. So if you had a total population of 10,000 and you wanted to get a sample of 2,000 you would select every 5th unit. This selection process could start on any number, for example the 1st, 6th, 11th unit and so on or the 3rd, 8th, 13th etc. Sampling Unit A sampling unit can refer to any single person, animal, plant, product or ‘thing’ being researched Scaled-Response Questions Scaled-response questions are questions that have a predefined answer list with options that are incrementally related to each other with the purpose of measuring the intensity to which a respondent feels toward or about something. For example, you may want to ask your customers how they rate the taste of a supermarket’s own brand tomato soup; the scaled-response list might be on a scale of 1 to 7, where 1 means they do not like the taste at all, and 7 means they completely love the taste. Scaled questions can be based on any number of responses, but are often 5, 7 or 10 point scales. Research finds half of public would not visit pharmacy for minor illnesses Research finds half of general public would not visit pharmacy for minor illnesses: A recent market research report from the Proprietary Association of Great Britain (PAGB) has revealed that even though the general public realises the importance of self-care, many have claimed that the pharmacy would not be the first place they would go for advice about treating a minor ailment, such as colds and coughs. Survey finds SMEs are predicted to borrow more than £50 billion this year Survey finds SMEs are predicted to borrow more than £50 billion this year: According to a recent survey by Zurich, small and medium enterprises (SMEs) in Britain are intending on borrowing an average of £41,770 this year, which would represent an increase of around 22 per cent in comparison with 2016’s average of £34,375. Obama will leave the White House at the peak of his popularity, survey finds Obama will leave the White House at the peak of his popularity, survey finds: According to a recent poll, President Barack Obama will exit from his position as the President of the United States at the peak of his popularity, with many of the survey participants preferring him to President-elect Donald Trump. Many middle age Brits need to change their unhealthy lifestyles Many middle age Brits need to change their unhealthy lifestyles: According to experts, approximately 80 per cent of middle age British people currently have a lifestyle which is putting their health at risk. Survey reveals what drivers worry about when it comes to servicing Survey reveals what drivers worry about when it comes to servicing: According to a recent automotive survey of 1,000 motorists by, approximately 50 per cent of motorists worry that they will be overcharged for work on their car if they take their vehicle in to a garage they have not been to before. Children are going on more foreign holidays than ever before, survey finds Children are going on more foreign holidays than ever before, survey finds: According to the recent tourism survey findings from Heathrow Airport, children today are travelling abroad and visiting more countries than any previous generations. Glaring differences in education and working progress between ethnic groups New research carried out by the Social Mobility Commission suggests that there are ‘stark differences’ in progress between ethnic groups in terms of their route through education and in to work. Home Ownership at Record Low for Under 25s According to new figures published today by the Local Government Association and Savills, home ownership among people aged under 25 has fallen to just one in five (20%)  - compared to almost half (46%) two decades ago. In its report, the Local Government Association suggested that the Government needed to take action to tackle the shortage of affordable homes – including both those available to rent, and those available for purchase. Figures from the survey suggest that the average private-renter spends more than a third (34%) of their household income on rent, whilst people living in social and affordable rented properties spend approximately 29% of their household income on rent. Notably, the figure for home owners fall dramatically – they spend less than a fifth (18%) of their household income on their mortgage on average. However, it should also be noted that the average deposit required to secure a mortgage is now almost two thirds of annual income (62% of annual income) and this rises to 131% in London. The Government is due to launch a whitepaper tackling the issue of housing in early 2017. In the meantime, a spokesman for the Department for Communities and Local Government said that 335,000 people had been helped in to homeownership since 2010, as a result of schemes backed by the Government in that time. Survey finds logistics employees feel that KPIs are their biggest challenge Survey finds logistics employees feel that KPIs are their biggest challenge: A recent survey by Iptor Supply Chain Systems, a leading provider of distribution management software, has revealed the top frustrations felt by those working in the logistics sector. Survey uncovers a vast amount of jobs have been lost in oil and gas sector Survey uncovers a vast amount of jobs have been lost in oil and gas sector: According to a recent oil and gas industry survey, more than two thirds (67 per cent) of oil and gas businesses have cut jobs in 2016 and more cuts have been predicted for the next 12 months. Manufacturers reported the best month for orders in November since Brexit vote Manufacturers reported the best month for orders in November since Brexit vote: According to recent data from the CBI’s latest Industrial Trends Survey, manufacturers have reported that November was the best month for orders since before Britain voted to leave the European Union, which beats economists’ expectations. Just one third of plastic packaging is recycled, survey finds Just one third of plastic packaging is recycled, survey finds: According to new research, just one third of plastic packaging used in consumer products is recycled every year, with the remaining two thirds being sent to a landfill site or incinerated. Survey finds smaller broadband providers give the best customer service Survey finds smaller broadband providers give the best customer service: A recent customer satisfaction survey has revealed that smaller broadband providers in the United Kingdom are being rated ahead of the big players in the industry for the quality of their customer service. Survey explores what makes a happy hotel guest Survey explores what makes a happy hotel guest: According to a leisure survey by the laundry provider, Clean, old linen and badly made beds would make 89 per cent of the survey respondents unlikely to revisit a hotel. Survey reveals around 25 per cent drive whilst tired Survey reveals around 25 per cent drive whilst tired: A recent automotive survey by the online vehicle market place, Exchange and Mart, has revealed that approximately 25 per cent of drivers in Britain frequently get behind the wheel when they are tired. Survey finds parents worry faith will alienate their children Survey finds parents worry faith will alienate their children: A recent survey about religion has revealed that approximately 23 per cent of religious parents in Britain are worried that their children will be socially alienated at school if their beliefs are passed on to them. Survey finds local councils do not have the facilities for sufficient elderly care Survey finds local councils do not have the facilities for sufficient elderly care: According to new research findings, approximately 80 per cent of local authorities do not have sufficient care facilities to meet the needs of elderly people in their area. Survey finds Brits waste a day per year waiting for PCs to load Survey finds Brits waste a day per year waiting for PCs to load: According to a recent IT survey by Microsoft, waiting for old computers to load results in a user wasting a total of one whole day each year. Survey reveals what the UK loves to eat on Christmas day Survey reveals what the UK loves to eat on Christmas day: A recent food and drinks survey by Asda has revealed what British peoples’ favourite food to eat on Christmas day is, and perhaps surprisingly it is not turkey. Survey finds Brits’ bad money saving habits affecting Christmas budget Survey finds Brits’ bad money saving habits affecting Christmas budget: According to a recent personal finance survey, Britain’s bad saving habits have left many with a small Christmas budget.