Market Research RSS Feeds Research RSS FeedsSat, 25 Feb 2017 18:11:40 GMT An entirely tongue-in-cheek look at rejection in the research industry Lost in translation: testing the foreign waters for international branding campaigns This blog was written by Emma Lay, Senior Research Executive How to determine the right survey length This blog was written by Matt Walker, Senior Research Executive DJS Research Ltd goes for Christmas number one Probably not the best, but probably not the worst number one effort you'll hear this Christmas! There's not really much more to be said at this take five minutes to listen to our full market research rendition of the Twelve Days of Christmas! Market Research Blog: The “single most reliable indicator of a company’s ability to grow” … but only if you do it right! This blog was written by Alex McCluckie, Senior Research Manager Opening up Outlook to review the Monday morning emails is always a ritual approached with anticipation and hope. So it came as a lovely surprise recently to read the following subject line: DJS Research Ltd announces ten new additions As a result of exceptional growth in recent years, DJS Research is pleased to announce ten new additions to its expanding team, and five internal promotions, as the company gears up for new growth targets. Helping our community out! This blog was written by James Hinde, Research Director DJS Research supports RM Results with new website launch We are today congratulating RM Results, the company behind the world’s most widely used e-marking tool, RM Assessor, on the launch of their newly re-designed website. Chatter Zone explains why Black Friday sales were higher online This blog was written by Gill Redfern, Research Director Our review of Utility Week’s Water Customer Conference This blog was written by Alex McCluckie, Senior Research Manager Spreading the Christmas cheer! This blog was written by Beth Harcourt, Marketing Coordinator How will AMP6 and AMP7 impact customers, suppliers and stakeholders? This blog was written by Ali Sims, Research Director (pictured) The Great Manchester 10K: On the seventh day, God created Manchester This blog was written by James Hinde, Research Director “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. “Curiosity, Insight & Revolution” : Our review of the MRS Insight 2016 conference This blog was writted by Alex McCluckie, Research Manager (pictured) DIY DJS: We volunteered at Pearce Lodge This blog was written by Ben Stern, Research Executive That Light Bulb Moment This blog was written by Barrie Hawker, Research Consultant System 1 politics and some thoughts on democracy… This blog was written by Elliot Simmonds, Research Consultant BBC and TES publish our GCSE grading research on behalf of Ofqual BBC and TES publish our GCSE grading research on behalf of Ofqual: We are pleased to announce that our research into the new GCSE grading system, conducted on behalf of Ofqual, has been covered by several major media outlets including TES and BBC News. 2016 DJS Research Annual Review 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. Visits to British museums and galleries have dramatically declined Visits to British museums and galleries have dramatically declined: A recent research report by the government body, the Department of Culture, Media and Sport, has revealed that the amount of visitors to the key museums and galleries in the United Kingdom plummeted by almost 1.4 million in 2016, which represents the first fall in almost 10 years. Number of people who believe climate change is happening is increasing Number of people who believe climate change is happening is increasing: A recent survey of 2,045 people throughout the United Kingdom has revealed that the percentage of people who believe that climate change is happening and has been caused by humans has increased to 64 per cent. Survey reveals the key objectives and challenges for the logistics sector Survey reveals the key objectives and challenges for the logistics sector: According to the Paragon Software System’s annual customer survey within the United Kingdom, decreasing the cost of transport has remained the core objective for logistics operations. Small businesses not prepared for tax digitalisation, survey finds Small businesses not prepared for tax digitalisation, survey finds: A recent financial services survey by the leading membership association of independent chartered accountancy and law fims, UK200Group, has revealed that 65 per cent of its members’ SME clients are not using software to manage their accounts at the moment. Figures show library usage has plummeted Figures show library usage has plummeted: According to new a new piece of research by the government’s Department for Culture, Media & Sport (DCMS), public library usage amongst adults has plummeted by nearly a third since 2005. Survey finds rising cost of food concerns consumers Survey finds rising cost of food concerns consumers: According to a recent market research report, many consumers are worried about the rising cost of food, which was revealed to be more of a concern than wage freezes and increasing energy bills. Many senior oil and gas professionals want to expand business outside the industry Many senior oil and gas professionals want to expand business outside the industry: According to a recent oil and gas industry survey, approximately half of senior professionals in the sector expect that their companies will expand their opportunities outside of the oil and gas industry. Majority cannot differentiate between fake and real news reports, survey finds Majority cannot differentiate between fake and real news reports, survey finds: A recent media survey by Channel 4 has revealed that less than 5 per cent of people were able to correctly tell the difference between fake news articles and real articles when shown different examples. Figures show house price increase is at the slowest rate since 2013 Figures show house price increase is at the slowest rate since 2013: Figures from the property website, Rightmove, have revealed that the increase in house prices have slowed down to the lowest rate since 2013 as a result of tighter lending criteria, Brexit uncertainty and the ever-increasing cost of living. Clean Air Act backed by 65 per cent of Brits, survey finds Clean Air Act backed by 65 per cent of Brits, survey finds: According to a recent market research study into air pollution, more than 50 per cent of Britons feel that air pollution levels across the United Kingdom are harming their health and a further 65 per cent would be in favour of the introduction of new laws to help combat the problem. Survey reveals there is a shortage of construction workers in Ireland Survey reveals there is a shortage of construction workers in Ireland: According to the most recent edition of the quarterly construction market research report, entitled the InterTradeIreland Business Monitor Report, construction firms in both the Republic of Ireland and Northern Ireland are having difficulties in recruiting skilled construction workers. The retail sector receives more complaints than any other, survey finds The retail sector receives more complaints than any other, survey finds: A recent survey has revealed that the retail sector has been crowned as the industry which gets the most amount of complaints by its customers. According to the survey findings, complaints in the retail sector accounted for 24 per cent of the 55 million total recorded complaints in 2016. Survey reveals many teachers would feel more secure wearing a bodycam Survey reveals many teachers would feel more secure wearing a bodycam: A recent survey of the education sector has revealed that two thirds of staff within schools would feel safer if they were to wear a bodycam at all times, to monitor and provide evidence of pupils’ behaviour. A further one third said that they would be willing to wear a bodycam in school. Survey finds cancer charities are the most popular charitable cause Survey finds cancer charities are the most popular charitable cause: A recent voluntary sector survey has revealed that 59 per cent of British people, who donate to charity, intend to donate to a cancer charity in 2017, which makes it the most popular charitable cause in the United Kingdom. Rising salaries in IT and data analytics, survey finds Rising salaries in IT and data analytics, survey finds: According to the latest Robert Walters Global Salary Survey for 2017, salaries for the IT security and data analytics sector are expected to see an increase of 8 per cent and 4 per cent, respectively, this year. Price is less important than service, food shoppers reveal in survey Price is less important than service, food shoppers reveal in survey: A recent survey has revealed that shoppers in the United Kingdom find excellent customer service to be critically important when choosing which grocery retailer to shop with. Survey finds women MPs are treated badly by the public Survey finds women MPs are treated badly by the public: A recent central government survey by BBC Radio 5 Live has revealed that the vast majority of female Members of Parliament have experienced verbal and online abuse at the hands of the public and a further one in three have consequently considered resigning. Survey reveals that 25 per cent of managers struggle with admin every day Survey reveals that 25 per cent of managers struggle with admin every day: A recent business support survey by the global telecommunications firm, Immervox, has revealed that company bosses in the United Kingdom are reporting a significant drain on their time at the hands of administration tasks – time which could be spent better elsewhere. Survey suggests a class pay divide is prevalent amongst accountants Survey suggests a class pay divide is prevalent amongst accountants: According to a recent professional services survey, finance employees from less advantaged households earn an average of £13,713 less per year than their wealthier counterparts. 40 per cent of adults do not exercise enough, survey finds 40 per cent of adults do not exercise enough, survey finds: According to a recent sports survey in physical activity in England, conducted by Sport England, 40 per cent of adults do not do enough exercise.