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Never too small for research Getting the most out of your research, and your budget. Neil Stollznow (QPMR) Director, Stollznow Research National Secretary, AMSRS. How to use market research in a SME environment. Qualitative Focus groups / group discussions In-depth interviewing

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Never too small for research getting the most out of your research and your budget l.jpg

Never too small for researchGetting the most out of your research, and your budget

Neil Stollznow (QPMR)

Director, Stollznow Research

National Secretary, AMSRS



The basics l.jpg

Qualitative

Focus groups / group discussions

In-depth interviewing

Characteristics

Unstructured

Not representative

Quantitative

Telephone interviewing

Intercept interviewing

Online interviewing

Door to door

Characteristics

Highly structured

Projectable

Sampling

Questions

The basics


When to use each approach l.jpg

Qualitative

How do people feel

What do they think

What is their reaction to an idea

Why do they behave this way

Quantitative

How many people feel this way

How many think this way

What is the size of the market for a new idea

When to use each approach


Before you begin l.jpg

Define the issues

Why you need to do research

How will this information be used

What do you need to know

versus what is ‘nice to know’

What information do you already have

What happens if I do nothing?

Before you begin…


Before you begin6 l.jpg

How well do I really know my market?

Age, income, occupation

who purchase

who don’t purchase

where do they live…

Beware “We know our customers/clients”

Friends don’t tell you the bad things

Before you begin…


The brief l.jpg

Background to the project

Business objectives you want to achieve

Many people just state questions

Researchers can help you define objectives

Timeframe

Budget

No requirement to specify methodology

Meet with the researchers

Make sure they have your outlook

Make sure they match your business

The brief


What sort of budget do i need l.jpg

How important is the issue?

What will it cost if we get it wrong?

Qualitative

Focus groups $4,000 to $6,000

Costs affected by:

Recruitment – easy / difficult

Where the respondents are

Quantitative

Start @ $60 per interview (telephone)

Economies of scale as sample increases

Specialist techniques will cost more

What sort of budget do I need?


Tips for the perfect qualitative project l.jpg

Fish where the fish are

Have realistic expectations about what people can tell you

Don’t be proscriptive

Participants must feel free to digress, argue and be involved

Leave you with insight into

Motivation

Thoughts

Perceptions

Tips for the perfect qualitative project


Tips for the perfect quantitative project l.jpg

Based on real understanding of the population

Ask questions people can answer

Know the meaning of questions you’re asking

Must have good sampling

Random in population

Sample size must be robust

Confidence level

Analysis of sub-groups

Quality fieldwork

If it’s not right at this stage it won’t improve!

Quality analysis

The right tools for the job

Tips for the perfect quantitative project


What about the web l.jpg

Ideal for

B2B

Existing customers

General population where income plays no role

Issues

52% of Australian households have internet (ABS 2003)

About 60% now

Not equally distributed

Older less likely to use

Lower income much less likely to use

The way of the future

What about the web


Use your existing data l.jpg

You have data!

Data collection is the main cost of research

Simple analysis is often overlooked

Postcodes, spend, frequency

You may have the resources internally

Many consultancies can analyse data

Use your existing data


Use your existing data13 l.jpg

Complex analysis requires a specialist

Loyalty programs

Customer tracking

Use your existing data


Conducting internal research programs l.jpg

Any knowledge is better than no knowledge!

A standard approach

Identify key information requirements

Systematically collect data

Analyse the data

Use existing business activities

Use your CRM program

Use your telesales information

Conducting internal research programs


Things to remember l.jpg

Qualitative

It is what it is

Avoid jumping through hoops

Projective techniques

Extensive observation

Extended groups (3 hours)

‘Homework’

Quantitative

Doesn’t always need to be complex

If cross tabulations are all that’s needed, that’s fine

Things to remember


Ethics and quality l.jpg

Look for quality in suppliers as you do in your business

Ethics mean people will speak to researchers

Australian Market & Social Research Society (AMSRS)

AMSRS Code of Professional Behaviour

Qualified Practising Market Researcher (QPMR)

Association of Market Research Organisations (AMRO)

Interviewer Quality Control Australia (IQCA)

Australian Standard 4752

Ethics and quality


Market research telemarketing l.jpg

Must distinguish between the two activities

Telemarketing sells

The individual is the focus

Market research gathers information

The individual is irrelevant to the project

Participants must understand which process they are involved in

Ethical behaviour

Required by the Privacy Act

Participants must understand what their information will be used for

Market research & telemarketing


Impact of the privacy act on market research l.jpg

More about databases than privacy

National Privacy Principles (NPPs)

Market and Social Research Privacy Code allows

Collecting name and contact details

Making recordings of research

Using customer lists

Registering individuals on a customer database

Conducting fieldwork checks

Contacting respondents for follow up research

Impact of the Privacy Act on market research



Inner city hotel l.jpg

Upgrade worth $½ million

Expanding restaurant

Opening up former restaurant area to customers

Who to cater for?

What kind of food?

What kind of ambience?

Who lives in the area?

Inner-city hotel


Two stage research program l.jpg

Quantitative

233 interviews

Simple demographics

Age

Household makeup (share, family, couple etc)

Household income

Use of local hotels

Opinion of local hotels

Like to participate in group discussions?

Two-stage research program


Two stage research program22 l.jpg

Qualitative

3 group discussions

Identified competitive set

Identify strengths and weakness of each hotel

What is missing in the area

In food

In recreation

What should hotel food be?

Menu evaluation

Wine evaluation

Role of promotions

Role of entertainment

Two-stage research program


Outcomes l.jpg

Understand local market-place

Demographics

Competition

Strengths

Weaknesses

Unique selling proposition (USP)

Know how to develop profitably

Things to do at the hotel

…and things to avoid

How to use every dollar in renovations and subsequent promotion to generate income

Cost $13,000 + GST

Outcomes


The british council l.jpg

Who is the British Council?

Cultural representatives

Limited budget

Primary means of communication is through website(s)

Upgrading key site

Essential for operation

The British Council


Information requirements l.jpg

Research needed to consider

Branding on site

Detail of the information on site

Technical aspects

Interactivity

Ease of navigation

Content

Relevance

Information needs

Strengths and weaknesses

Retained information

Information requirements


Qualitative research l.jpg

3 group discussions

Completed with 3 key stakeholder groups

Evaluated a draft-version of the website

Participants took turns to navigate through the site while it was discussed

Qualitative research


Research outcomes l.jpg

Significant modifications made to site

Specific direction on

Links

Quotes

Graphics

Content

Summary of each page

Important to ‘get it right’ first time when there is limited budget

Cost of project was $12,000 + GST

Research outcomes


Internet start up l.jpg

Can’t name

Signed confidentiality agreement

Needed to know

Market size

Likely market reaction to product

“Internet start-up”


Quantitative research l.jpg

Simple telephone interviewing

Interviews last 5 minutes

Asked about

Scope of operations

Size and number of activities

Size and number of events

Existing sales activities

Likely uptake of offer

Quantitative research


Research outcome l.jpg

Small fractured market

Large clients ‘signed up’ to alternatives

‘Rats and mice’ left

Limited potential

Idea killed

Cost of project was $10,000 + GST

Much less than would have been wasted on a idea that did not work

Research outcome



Key learning l.jpg

Know what you want to achieve before you start

Find a company in tune with your business

Prepare a brief

Not as hard as it might seem

Research does not require large budgets

When to use

Qualitative research

Quantitative research

Telephone interviewing

Web research

Don’t be afraid to complete simple research yourself

The importance of standards and quality in consulting

Key learning


A simple checklist l.jpg

To test if you’re on the right track..

Do you have the right sample / population?

Do the research outcomes fit into your business plans?

Is the methodology the right way to go?

Don’t be bamboozled

Methodology

Process

Do you have realistic goals

Outcome

Time-frame

Do you understand the deliverables?

A simple checklist…


Contact details l.jpg
Contact details

  • Neil Stollznow

    • PO Box 16Level 2/156 Military RdNeutral Bay NSW 2089T +61 2 9953 7543F +61 2 9953 7563M +61 412 200 235

    • [email protected]

    • www.stollznow.com.au


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