Online Focus Group Research Software vs. Web Conferencing Tool
31 Aug 2020

The COVID-19 global pandemic has brought drastic disruption to every industry. Market research is no exception. While the market research industry has already been using multiple online methodologies, the last few months have pushed even more initiatives online that were previously done in-person. And offices have been pushed towards web conferencing.

The internet has already brought most market research methodologies online / virtual. This has been the case for almost all quantitative research (e.g., online surveys), and some qualitative methodologies (e.g., in-depth interviews via video call). As a result, in 2020, none of these methodologies underwent significant makeovers.  

What has changed is the number of people wanting online qualitative research. Companies hoping to conduct market research in-person have switched plans to conduct in-person qualitative research online (in-depth interviews and focus groups). 

While online focus groups existed before COVID-19, they were not as widely used as they are today. In-person you get to see the nuances of how people react – which you lose somewhat when moved online. However, the pandemic has shifted in-person online. Though there are focus group facilities that are open, many participants do not feel comfortable going into a facility. As a result, the data may be biased.  

To meet these new client needs, you can facilitate focus groups using two different ways: 1. Online Focus Group Software 2. Web Conferencing Software (e.g., Zoom). Both tools have both benefits and drawbacks, which are detailed below:            

Why Use an Online Focus Group Software?                    

Benefits                                                             

Backroom: Allows for an unlimited number of members in the backroom. This includes its separate audio line for “behind the glass” discussions. It allows the client to feel like they are in the focus group facility where they would be behind a mirror, viewing the groups. 

Polling Capabilities: The software has both single and multiple-choice polling capabilities.    

Searchable Video: Transcripts from the online focus groups have the capability to click directly to clips of video.                      

Drawbacks

Familiarity: Though there is a technician at hand, most participants are not familiar with using the software. This can cause people not to have technical issues throughout the session. 

Cost: There is an additional cost for using the platform.         

Why Use Web Conferencing (e.g. Zoom) 

Benefits

Familiarity

Since the beginning of the pandemic, web conferencing tools like Zoom have skyrocketed. While people have been stuck inside and unable to see loved ones, they have taken to the platform to stay in touch. Therefore, participants often have experience using web conferencing tools over an online focus group software. Using a commonly used platform allows them to set up and join the group with ease. The technician will call the participants to help them enter the group 10-minutes beforehand to ensure that they do not have any issues. Often, the participants explain that they have already used Zoom and do not need help.

Cost-Effective

Dedicated online focus group software is costly, while Zoom is a software that most market research firms and companies have. It will not cost an additional fee to use. 

Drawbacks

Fewer Capabilities

Clients that would like to view the groups can not be hidden from the group participants. They log in as an observer and keep the video off.

Read some of our blogs from this series here:

  1. June 17th, 2020: The Pros and Cons of Online Focus Groups
  2. February 6th, 2020: The Pros and Cons of In-Depth Interviews
  3. July 13th, 2020: The Pros and Cons of Online Survey Research
  4. June 28th, 2020: The Pros and Cons of Message Testing

IF YOU WANT TO, SIGN UP FOR OUR NEWSLETTERS HERE!

and finally, follow our social media accounts:

Twitter: https://twitter.com/provokeinsights

Facebook: https://www.facebook.com/provokeinsights/

LinkedIn: https://www.linkedin.com/company/provoke-insights

Kitchen Home Improvement Advertising Testing Research
13 Aug 2020

Marketing Problem

The global leader in quartz countertops wanted to launch its first commercial and digital advertising in the United States. The home improvement company already developed a commercial that was aired in other countries and wanted to determine its success in the United States. As a result, the home improvement company was only going to air a 6-week flight. Therefore, it reached out to Provoke Insights to develop a Pre & Post Advertising Testing Research to determine the commercial’s impact. 

The objectives of the research were to;

  • Determine how the advertisements impacted brand awareness;
  • Understand if current media spend is driving awareness;
  • Recognize how brand awareness holds up next to the competition;
  • Assess if the unique selling proposal resonated;
  • Understand the target audience’s needs;
  • Evaluate the countertop consumer decision process.

Market Research Solution

Given that the research had multiple objectives, the study included three phases: focus groups, Pre & Post Advertising Testing Research via a survey.

Focus Group

The focus groups were carried out in three cities: New York, Chicago, and Miami. The groups were among people currently looking to renovate their kitchen or bathroom countertops. In the groups, the participants viewed the commercial and provided their initial reactions and feedback. The consumer decision process was discussed, including brand awareness, consideration factors, price points, and what ultimately influences their decision. 

Pre & Post Advertising Testing Research

Provoke Insights conducted two surveys, one before the advertising campaign launch, and one six weeks after airing on the television networks. The study assessed if the consumers saw advertising for the brand and the competition. 

Research Results

The brand realized that the current advertising might work outside the United States. However, the current commercial needed some changes to resonate to the US market. The US market is saturated with brands. Moreso, they are competing against marble and granite where the consumer is not aware of any brand name. Consequently, causing brand confusion. As a result, the brand decided to change communication for the US market.

Check out some of our other case studies here:

  1. Market Simulator & AI Qualitative for Leading Outdoor Company
  2. Brand Strategy for a Major National Fitness Club
  3. Brand Strategy Research for a Rental Truck Company
  4. Content Marketing Research for Tech Companies: A Case Study

IF YOU WANT TO, SIGN UP FOR OUR NEWSLETTERS HERE!

and finally, Follow our social media accounts:

Twitter: https://twitter.com/provokeinsights

Facebook: https://www.facebook.com/provokeinsights/

LinkedIn: https://www.linkedin.com/company/provoke-insights

Pros and Cons of Segmentation Research
10 Aug 2020

Segmentation is a market research method that is a tried and true way to understand your target audience. A segment is a group that shares one or more characteristics (e.g., demographics and psychographics). It acts as a useful way to split up consumers into separate groups for marketing purposes. 

Whether you are a company that is launching a new brand or re-evaluating a different path forward, segmentation can give your brand insight to inform your marketing strategy. However, like any research method, segmentation has specific use-cases, and it isn’t always the proper thing to do. Continuing our blog series on the pros and cons of research methods, read on for the advantages and disadvantages of segmentation!

Segmentation Research Pros

Creating Personas

One of the most illuminating parts of segmentation is bringing them to life in personas. Segments are split based on their similar answers to questions, which includes demographic questions. A persona consists of similar traits, beliefs, behaviors, values, and attitudes. Visualizing this persona and giving them a descriptive name can make your marketing strategy simpler to understand and implement. This is one example of the power of segmentation. 

Ability to Prioritize Segment Groups

Once you are able to segment the population into separate groups and focus on a particular target audience, you can prioritize the list of segmented audiences. Prioritizing segments can be done in many ways; one way is to order the cohorts based on propensity to purchase your product. 

You can also project the size of each segment to determine if this audience warrants the investment. This can also help to prioritize segments and create a marketing map based on each group. Most importantly, this can indicate which segments to leave out and focus energy elsewhere. 

Augment Segmentation Research with Secondary

Segmentation is the type of research that pairs very well with outside sources and databases. Supplementary information can bring new information to your personas, such as media habits, geographic information, and more. The addition of external information to your survey data is robust and leads to great results. 

Segmentation Research Cons

Cost 

Segmentation research is typically more costly than other survey methodologies. Segmentation isn’t as easy as it looks. To segment the data, you will need a significant amount of sample- often having over a thousand participants completing the research. The advanced analytical process is not simple. Typically a segmentation study uses a factor analysis to uncover themes followed by a cluster analysis to create sizable cohorts. 

Other Issues

When you develop a segmentation, you need to make sure:

  • You do not exclude prospects simply because they are not your key targets.
  • You understand that consumers’ attitudes and beliefs may not be fixed. That being said, it’s vital to know how psychographics can change over time. As a result, you may need to refresh the segmentation after a certain number of years or have significant changes to your business. 
  • Finally, you have a way to target or reach the segment that you created. In other words, a bad segmentation is when you have a robust study but have no way to identify who is each group in your prospect and customer database. 

Read some of our blogs from this series here:

  1. June 17th, 2020: The Pros and Cons of Online Focus Groups
  2. February 6th, 2020: The Pros and Cons of In-Depth Interviews
  3. July 13th, 2020: The Pros and Cons of Online Survey Research
  4. June 28th, 2020: The Pros and Cons of Message Testing

IF YOU WANT TO, SIGN UP FOR OUR NEWSLETTERS HERE!

and finally, follow our social media accounts:

Twitter: https://twitter.com/provokeinsights

Facebook: https://www.facebook.com/provokeinsights/

LinkedIn: https://www.linkedin.com/company/provoke-insights

 

Share of Voice for a B2B Global Manufacturer
05 Aug 2020

B2B Research to Build Brand Equity

Marketing Problem 

A B2B global manufacturer with over 100 plants is at the forefront of technology, and clients include the Global 2000s. The company was confident that its service was superior to its competitors, but was unsure how its brand was held up in the minds of prospects and customers. The company wanted to understand its place in the market versus its competitors. At the time, the company was extremely sales-oriented, and substantial investment in marketing was something new to the manufacturer. As it stood, the sales team were the ones in control when it came to solidifying relationships, and they did not prioritize marketing initiatives and plans.

The company approached Provoke Insights, a market research firm, to understand how sales and marketing work together in driving the brand’s equity. The manufacturer also wanted to know how the competition used sales and marketing to drive share of voice (SOV).  

Market Research Solution

Provoke Insights conducted an online study among manufacturing decision-makers to understand its share of voice (SOV). The research aimed to measure the following four components that influence brand equity: advertising, press, sales, and receptivity. After the survey data was collected, a linear regression was conducted to determine the correlation between these results and the company’s success.

Also, the research evaluated overall brand perception, the performance of sub-brands, unique selling proposition, and how respondents rated their services. 

Results of the Research

While the manufacturer has similar awareness levels of its competitors, there was very little differentiation among the brands. Though the manufacturer believed the brand was more innovative than the competition, prospects did know this difference. However, the manufacturer’s customers saw its technology was better than the other brands. As a result, the manufacturer needed to educate prospects on the uniqueness of their technology.

Using a linear regression, the research also determined that the main drivers of awareness were sales calls, print ads, and speaking at conferences. Emails/newsletters and visiting the brand’s innovation center boosted familiarity.

The B2B manufacturing company used the report to improve its sales and marketing initiatives. The manufacturer was able to comprehend and use the following for future marketing/development:

  • The level of brand awareness compared to its competition;
  • Awareness levels of specific products/services;
  • Overall brand equity;
  • How the company was perceived;
  • Whether brand positioning resonated;
  • And the overall reception of the brand.

Check out some of our other case studies here:

  1. Market Simulator & AI Qualitative for Leading Outdoor Company
  2. Brand Strategy for a Major National Fitness Club
  3. Brand Strategy Research for a Rental Truck Company
  4. Content Marketing Research for Tech Companies: A Case Study

IF YOU WANT TO, SIGN UP FOR OUR NEWSLETTERS HERE!

and finally, Follow our social media accounts:

Twitter: https://twitter.com/provokeinsights

Facebook: https://www.facebook.com/provokeinsights/

LinkedIn: https://www.linkedin.com/company/provoke-insights

The Pros and Cons of Brand Tracking Research
03 Aug 2020

Knowing a company’s current brand equity compared to the competition is essential for success. You need to know how it is growing, stagnating, or diminishing and what is causing these changes (or lack of variance). To gain a full picture of your brand is not always as simple as it may seem. A myriad of factors influences equity and perceptions over time. As a result, any brand that invests in extensive marketing efforts should have brand tracking research in place. Read below to learn more about the pros and cons of brand tracking research. 

A brand tracker is a survey that is conducted at a regular cadence (e.g., every quarter, annually, or even continually) that evaluates a company and its competitors’ performance. The research allows you to consistently understand all activities that impact awareness, consideration, purchase, and retention. 

Pros

A Deeper Understanding About Your Brand & the Competition 

Consistently evaluating your brand allows a detailed understanding of your brand overall performance in the market.  When you are tracking, you know your awareness, market share, profits, and retention and why they are at the current levels that they are at. 

Understanding KPIs, Performance, and Goals

How do you know if your advertising and public relation efforts are working?  Every company has specific metrics that they look at to help determine success. Brand trackers are a way to monitor if your marketing is meeting its expectations consistently. 

Brand tracking include performance-based questions, typically including measurements such as unaided/aided recall, perception, purchase intent, and likelihood to recommend.

Comparisons Over Time

A tracker is like a snapshot of a brand’s continuous health. What makes brand tracking research powerful is this ability to differentiate what may influence your company’s performance. For instance, if there was negative (e.g. bad PR, a recession) or something positive ( product development, new good commercial) you get feedback in the current moment, and compare it to past performance.

Continuity

Developing brand tracking research takes time, but maintaining the survey for the next round is simpler after the first study. While some questions will change from iteration to iteration of the tracker to address particular concerns in a moment, the vast majority remains the same. This continuity streamlines the process of understanding and evaluating your brand equity.

Competitive Analysis

The key to any robust brand tracker is competitive analysis. The brand is evaluated alongside its primary competition to see who stands out and how. Learning how your competitors’ image evolves is informative and instrumental to brand strategy. It also gives a view of how your competitors may be strategizing in a particular moment, or how plans change over time.

 

Cons

Need to be Consistent 

Trackers need to be conducted consistently.  Some brands may find that there has not been much change from quarter to quarter and then only track when they feel an issue comes up.  Regardless of what the cadence is, consistency is crucial.  If too much time has lapsed, there can be many factors that cause variation in results. 

Get Too Complicated

It is vital to keep trackers streamlined and simple. Evaluating too many competitors or asking too many detailed questions may cause boredom during survey taking.  Also, the results may get too much into the weeds. Therefore, the end-user is not looking at what the bigger picture is saying. 

Too Generic

Often research companies have standard tracker templates.  Provoke Insights disagrees in a one size fit solution.  It is essential to make sure that the tracker is looking at your company’s individual goals when developing the tracker.  Also, the research should take into consideration the specific industry needs and trends. For example, some sectors are entirely transactional online, while other industries in-person sales may be more critical. A tracker needs to take this type of consumer behavior into account. 

If your company is interested in a brand tracker study, please reach out to info@provokeinsights.com, and we will be happy to schedule a call to discuss the research objectives with you and decide on the best methodology to achieve the goals. 

Read some of our blogs from this series here:

  1. Online Survey Research – The Pros and Cons
  2. Online Focus Groups – Advantages/Disadvantage
  3. The Pros and Cons of In-Depth Interviews

IF YOU WANT TO, SIGN UP FOR OUR NEWSLETTERS HERE!

and finally, follow our social media accounts:

Twitter: https://twitter.com/provokeinsights

Facebook: https://www.facebook.com/provokeinsights/

LinkedIn: https://www.linkedin.com/company/provoke-insights