November 17, 2011
Consumer Centric Market Research
By Seth Ruoss, Chief Marketing Officer
Whether or not we care to admit it, the mobile device has become a growing dependency in our everyday life. Wherever we go… it goes. We use it for personal communication, to research topics, to provide feedback, to pass time on a commute and even to wake us up in the morning. In the Market Research industry we have witnessed the switch from paper to phone, phone to desktop, and now are slowly beginning to incorporate mobile devices into the evolution of data collection channels.
Unlike the marketers they serve, market researchers have been relatively slow to adopt and develop channel optimization strategies. This is predominantly driven by researchers’ focus on data consistency instead of consumer communication styles and preferences.
Marketing and customer care strategies that are focused on steering consumers to the next best action through multiple touch points have consistently employed channel optimization at their core. These business strategies have also assisted companies to meet their goals centered on enhanced data collection and increased consumer engagement.
Because consumers are constantly on the move and are accessing the internet through multiple devices, they may not have the willingness or ability to thoughtfully complete a 45-minute brand tracker survey in one sitting on their laptop computer. Market researchers should grab a page out of their marketing customers’ playbook and take the time to understand how respondents want to communicate with them and begin to incorporate this consumer centric view into their data collection and respondent engagement strategies.
While the benefits of a customer centric channel optimization strategy are clear, it is important to note that there are real development and implementation costs associated with properly integrating this approach into our mainstream processes. Also, much research on research is needed to properly align channel optimization with research quality and research goals. We fully believe that this consumer centric view is an investment worth making, and is central to the evolution of our business planning at Lightspeed Research.
Read more from Seth Ruoss.
Category:Future of Online Research, Mobile Surveys, Survey Best Practices
Posted on November 17, 2011
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