Cooperative Respondents, Enlightened Clients, and Other Research Myths

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Cooperative Respondents, Enlightened Clients, and Other Research Myths. CMAG, March 13 th , 2008. Respondent Cooperation (or more specifically, lack there of). CASRO 10/02 Respondent Cooperation Summit 11/06 Quirks 1/07 CMAG Challenge 11/07. - PowerPoint PPT Presentation

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  • Cooperative Respondents,Enlightened Clients,and Other Research MythsCMAG, March 13th, 2008

  • Respondent Cooperation(or more specifically, lack there of)CASRO 10/02 Respondent Cooperation Summit 11/06Quirks 1/07

    CMAG Challenge 11/07

    We get that theres a respondent cooperation issue. Dont just revisit the problem. Help us find some kind of a solution?

  • Great Ideas We Wont Discuss Improved Sampling Procedures Better IncentivesProprietary PanelsReinstituting Non-Response WorkMore Engaging Administration

  • A Novel Thought Can We Create a Win for Respondents by:encouraging their cooperation with more engaging surveys?

    Might This Also Create a Win for Clients:because more engaging surveys deliver more enlightening results?

  • One Ecosystem Three SpeciesClients, respondents, and the research community are inextricably entwined. A win/win model will benefit both clients and respondents but were the biggest winners.

    It is therefore not surprising that the problem is ours to resolve. Respondents the supply of informationClients the demand for informationMarket Research - the brokers of information

  • RespondentsHow Do We Abuse Them? The Seven Deadly Sins of Market Research Design

    Client Directed MethodologyLack of Focus (Omnibus Studies)Inappropriate TargetingInsulting IntelligenceInept ConstructionExposed Game Brutal Length

  • Applying the Groucho Marx testRecognizing their priorities regarding surveysUnderstanding that they like to pleaseProviding interesting constructionDelivering tolerable length surveysVolunteering as Guinea Pig #1

    RespondentsHow Might We Do Better?

  • Folks who:need to know a lot tend to overestimate what they know about their businessoften overestimate what they know about market researchare native leaders

    ABOVE ALL:Clients are decision makers

    ClientsWho are They?

  • Clients want insight not just information. Dont drown me in data just tell me what I need to know. Delivering such insight is an easy promise to make but not so easy to keep. ClientsWhat Do They Seek?

  • Insight, like beauty, is in the eye of the beholder and the beholder is your client.Not new?Not needed?Not insight!

    So What is Insight?And the first fundamental requirement for generating Client Insight is?

    Cooperative Respondents!

  • Designing to Insight Clientswithout Inciting RespondentsEver been asked any of these questions?

    How come my tracker seldom gives me anything new or useful?What actions can I take with the tracker feedback regarding price perceptions?Speaking of price, is there any reliable methodology that can help me price my product? How about ways to better evaluate programs?

    In the time remaining, lets see how many of these issues we can address with approaches meeting our new specifications:

    Considerate of the respondent yet Insightful for the client.

  • Conventional ShortcomingsMore respect for longitudinal consistency than current relevancyLimited argument for attribute refreshing Measurement calcification (MBOs)Surveys are brutally long and generally dullNOTHING CHANGESAnd lots more

    Relevant Space Methodology Brand Tracking System A Win/Win Example

  • RELEVANTSPACE:Providing a handful of ratings on brands you know and issues you care about. Respondent Respect Relevant Space Methodology

  • Client InsightKnowing What MattersInsights

    Knowledgeable respondents know what mattersExperiential attributes play key role in developed marketsEmotive attributes serve as surrogate for experience elsewhereThe less you know, the more that brand mattersDeveloped markets can guide emerging markets

    Chart1

    75.448.7

    68.241.4

    6643.4

    65.845.1

    58.238.9

    57.449.7

    52.542.7

    50.939.8

    46.539.3

    45.138.5

    4331

    37.938.7

    3741.3

    36.633.1

    31.430.4

    30.830.6

    25.927

    21.431.7

    20.931.1

    20.426.9

    18.539.6

    17.828.4

    15.728.6

    14.632.2

    14.223.7

    9.826.1

    9.840.9

    8.331.4

    Mature Market Emerging Market

    Expertise Predominant

    Emotive Predominant

    Expertise Predominant

    Expertise Predominant

    EasePredominant

    NA/UK/France/Germany

    China/India

    Sheet1

    North AmericaUKJapanItalyIndiaGermanyFranceChina

    Estimated Share of Future Networking Budget to Cisco19.2018.909.8018.9016.8020.5021.707.20

    ImportanceCisco SystemsCisco SystemsCisco SystemsCisco SystemsCisco SystemsCisco SystemsCisco SystemsCisco Systems

    Scalable32.15.905.925.305.416.185.785.815.42

    Easily Upgradeable38.55.585.354.515.516.315.205.645.46

    Manageable44.96.115.724.695.126.335.465.425.35

    Low Maintenance Cost37.45.044.593.734.505.964.124.325.01

    Expert Maintenance51.75.905.604.875.506.245.485.945.18

    Visionary15.75.875.714.995.956.256.005.444.93

    Accommodating Personnel24.65.435.204.255.186.405.225.155.59

    Network of Partners19.85.935.405.065.466.225.625.945.13

    Low Priced Products27.34.663.863.504.365.653.814.154.85

    Reliable65.86.105.995.535.816.366.056.195.37

    Recognized Brand17.86.336.225.395.696.556.356.245.45

    Easy to Use39.85.004.914.675.056.274.685.125.25

    High Performance48.16.165.985.545.736.526.056.095.31

    Disaster Recovery46.45.805.685.015.296.205.465.215.19

    Robust Security59.36.116.015.385.936.225.956.095.69

    Comprehensive Training & Cert.17.35.545.525.365.596.205.695.565.88

    Highly Compatible47.35.965.535.285.486.285.435.605.35

    Understands Business23.35.564.933.915.256.295.165.275.26

    Financially Sound28.86.146.105.185.586.366.005.995.43

    Well-Respected22.26.236.264.975.736.566.216.195.61

    Socially Responsible14.85.694.605.335.306.264.615.415.56

    Consistently Delivers56.15.755.504.775.546.105.345.535.47

    Responds Quickly58.65.505.254.585.156.275.085.285.21

    Warranty Can Count On57.95.945.705.015.606.435.696.005.53

    Sets Critical Standards25.86.086.105.385.696.316.106.065.44

    Invests in R&D206.136.085.155.746.306.086.015.61

    Understands Your Network Environ.39.75.855.513.965.326.365.495.555.05

    Pioneers Innovative Features18.86.145.844.765.756.115.885.845.35

    Likelihood to recommend4.294.053.494.064.584.154.073.77

    NAUKJapanItalyIndiaGermanyFranceChina

    Estimated Share of Future Networking Budget to Cisco19.218.99.818.916.820.521.77.2

    Importance

    Scalable32.15.905.925.305.416.185.785.815.42

    Easily Upgradeable38.55.585.354.515.516.315.205.645.46

    Manageable44.96.115.724.695.126.335.465.425.35

    Low Maintenance Cost37.45.044.593.734.505.964.124.325.01

    Expert Maintenance51.75.905.604.875.506.245.485.945.18

    Visionary15.75.875.714.995.956.256.005.444.93

    Accommodating Personnel24.65.435.204.255.186.405.225.155.59

    Network of Partners19.85.935.405.065.466.225.625.945.13

    Low Priced Products27.34.663.863.504.365.653.814.154.85

    Reliable65.86.105.995.535.816.366.056.195.37

    Recognized Brand17.86.336.225.395.696.556.356.245.45

    Easy to Use39.85.004.914.675.056.274.685.125.25

    High Performance48.16.165.985.545.736.526.056.095.31

    Disaster Recovery46.45.805.685.015.296.205.465.215.19

    Robust Security59.36.116.015.385.936.225.956.095.69

    Comprehensive Training & Cert.17.35.545.525.365.596.205.695.565.88

    Highly Compatible47.35.965.535.285.486.285.435.605.35

    Understands Business23.35.564.933.915.256.295.165.275.26

    Financially Sound28.86.146.105.185.586.366.005.995.43

    Well-Respected22.26.236.264.975.736.566.216.195.61

    Socially Responsible14.85.694.605.335.306.264.615.415.56

    Consistently Delivers56.15.755.504.775.546.105.345.535.47

    Responds Quickly58.65.505.254.585.156.275.085.285.21

    Warranty Can Count On57.95.945.705.015.606.435.696.005.53

    Sets Critical Standards25.86.086.105.385.696.316.106.065.44

    Invests in R&D206.136.085.155.746.306.086.015.61

    Understands Your Network Environ.39.75.855.513.965.326.365.495.555.05

    Pioneers Innovative Features18.86.145.844.765.756.115.885.845.35

    Likelihood to recommend4.294.053.494.064.584.154.073.77

    ImportanceFranceGermanyNAUKItalyIndiaJapanChina

    Estimated Share of Future Networking Budget to Cisco21.720.519.218.918.916.89.87.2

    Reliable666.196.056.105.995.816.365.535.37

    Robust Security596.095.956.116.015.936.225.385.69

    Responds Quickly595.285.085.505.255.156.274.585.21

    Warranty Can Count On586.005.695.945.705.606.435.015.53

    Consistently Delivers565.535.345.755.505.546.104.775.47

    Expert Maintenance525.945.485.905.605.506.244.875.18

    High Performance486.096.056.165.985.736.525.545.31

    Highly Compatible475.605.435.965.535.486.285.285.35

    Disaster Recovery465.215.465.805.685.296.205.015.19

    Manageable455.425.466.115.725.126.334.695.35

    Easy to Use405.124.685.004.915.056.274.675.25

    Understands Your Network Environ.405.555.495.855.515.326.363.965.05

    Easily Upgradeable395.645.205.585.355.516.314.515.46

    Low Maintenance Cost374.324.125.044.594.505.963.735.01

    Scalable325.815.785.905.925.416.185.305.42

    Financially Sound295.996.006.146.105.586.365.185.43

    Low Priced Products274.153.814.663.864.365.653.504.85

    Sets Critical Standards266.066.106.086.105.696.315.385.44

    Accommodating Personnel255.155.225.435.205.186.404.255.59

    Understands Business235.275.165.564.935.256.293.915.26

    Well-Respected226.196.216.236.265.736.564.975.61

    Invests in R&D206.016.086.136.085.746.305.155.61

    Network of Partners205.945.625.935.405.466.225.065.13

    Pioneers Innovative Features195.845.886.145.845.756.114.765.35

    Recognized Brand186.246.356.336.225.696.555.395.45

    Comprehensive Training & Cert.175.565.695.545.525.596.205.365.88

    Visionary165.446.005.875.715.956.254.994.93

    Socially Responsible155.414.615.694.605.306.265.335.56

    Likelihood to recommend4.074.154.294.054.064.583.493.77

    FranceGermanyNAUKItalyIndiaJapanChina

    Estimated Share of Future Networking Budget to Cisco21.720.519.218.918.916.89.87.2

    Importance

    1Reliable66

    2Robust Security59

    3Responds Quickly59

    4Warranty Can Count On58

    5Consistently Delivers56

    6Expert Maintenance52

    7High Performance48

    8Highly Compatible47

    9Disaster Recovery46

    10Manageable45

    11Easy to Use40

    12Understands Your Network Environ.40

    FranceGermanyNAUKItalyIndiaJapanChina

    Estimated Share of Future Networking Budget to Cisco21.720.519.218.918.916.89.87.2

    Importance

    13Easily Upgradeable39

    14Low Maintenance Cost37

    15Scalable32

    16Financially Sound29

    17Low Priced Products27

    18Sets Critical Standards26

    19Accommodating Personnel25

    20Understands Business23

    21Well-Respected22

    22Invests in R&D20

    23Network of Partners20

    24Pioneers Innovative Features19

    25Recognized Brand18

    26Comprehensive Training & Cert.17

    27Visionary16

    28Socially Responsible15

    Likelihood to recommend

    Sheet2

    FranceGermanyNAUKItalyIndiaJapanChina

    21.720.519.218.918.916.89.87.2

    Importance

    Reliable66

    Robust Security59

    Responds Quickly59

    Warranty Can Count On58

    Consistently Delivers56

    Expert Maintenance52

    High Performance48

    Highly Compatible47

    Disaster Recovery46

    Manageable45

    Easy to Use40

    Understands Your Network Environ.40

    Easily Upgradeable39

    Low Maintenance Cost37

    Scalable32

    Financially Sound29

    Low Priced Products27

    Sets Critical Standards26

    Accommodating Personnel25

    Understands Business23

    Well-Respected22

    Invests in R&D20

    Network of Partners20

    Pioneers Innovative Features19

    Recognized Brand18

    Comprehensive Training & Cert.17

    Visionary16

    Socially Responsible15

    Likelihood to recommend

    ReliableRobust SecurityResponds QuicklyWarranty Can Count OnConsistently DeliversExpert MaintenanceHigh PerformanceHighly CompatibleDisaster RecoveryManageableEasy to UseUnderstands Your Network Environ.Easily UpgradeableLow Maintenance CostScalableFinancially SoundLow Priced ProductsSets Critical StandardsAccommodating PersonnelUnderstands BusinessWell-RespectedInvests in R&DNetwork of PartnersPioneers Innovative FeaturesRecognized BrandComprehensive Train. & Cert.VisionarySocially ResponsibleLikelihood to recommend

    Importance66595958565248474645404039373229272625232220201918171615

    Estimated Share of Future Networking Budget to Cisco

    France21.7

    Germany20.5

    NA19.2

    UK18.9

    Italy18.9

    India16.8

    Japan9.8

    China7.2

    Sheet3

    FranceGermanyUS/CanUKItalyIndiaJapanIndiaChina

    Cisco Systems21.70%20.50%19.20%18.90%18.90%16.80%9.80%16.80%7.20%

    Microsoft11.10%11.70%16.20%16.40%18.30%13.40%22.90%13.40%15.70%

    HP12.90%13.30%10.00%13.60%14.80%13.00%6.70%13.00%12.60%

    IBM8.80%7.80%8.20%7.70%14.30%13.50%13.80%13.50%17.70%

    Dell7.90%4.30%10.20%8.10%3.70%6.20%8.80%6.20%11.10%

    3Com6.60%6.40%4.40%4.90%5.90%3.60%1.90%3.60%3.40%

    All Others30.90%35.80%31.80%30.50%24.10%33.60%36.20%33.60%32.30%

    TotalTDMBDMCommercialEnterprise

    Cisco Systems17.00%19.00%13.40%13.00%21.20%

    Microsoft15.60%14.30%18.10%17.90%13.30%

    HP12.10%11.60%12.90%12.40%11.70%

    IBM11.00%9.90%12.90%10.70%11.20%

    Dell7.60%7.60%7.60%8.20%7.00%

    3Com4.70%5.20%3.70%5.00%4.30%

    All Others32.00%32.30%31.50%32.70%31.20%

    SORTEDSORTED

    NA/UK

    FRNCE/CHINA/

    GERMNYJAPANINDIA

    ------------------

    32466011203NA/UK/France/GermanyChina/IndiaJapan

    Scalable31.444.730.4175.448.7Reliable60.1

    Easily Upgradeable3739.241.3268.241.4Warranty Can Count On38.1

    Manageable46.550.539.336643.4Robust Security61.8

    Low Maintenance Cost36.652.633.1465.845.1Responds Quickly57.1

    Expert Maintenance58.246.838.9558.238.9Expert Maintenance46.8

    Visionary9.811.526.1657.449.7Consistently Delivers62.1

    Accommodating Personnel20.922.731.1752.542.7Highly Compatible34.4

    Network of Partners14.620.732.2850.939.8High Performance59.8

    Low Priced Products21.45131.7946.539.3Manageable50.5

    Reliable75.460.148.71045.138.5Disaster Recovery57.5

    Recognized Brand9.813.340.9114331Understands Your Network Environ.36.2

    Easy to Use37.951.338.71237.938.7Easy to Use51.3

    High Performance50.959.839.8133741.3Easily Upgradeable39.2

    Disaster Recovery45.157.538.51436.633.1Low Maintenance Cost52.6

    Robust Security6661.843.41531.430.4Scalable44.7

    Comprehensive Training & Cert.14.29.423.71630.830.6Financially Sound23.6

    Highly Compatible52.534.442.71725.927Sets Critical Standards24.9

    Understands Business20.423.326.91821.431.7Low Priced Products51

    Financially Sound30.823.630.61920.931.1Accommodating Personnel22.7

    Well-Respected18.511.139.62920.426.9Understands Business23.3

    Socially Responsible8.315.931.42118.539.6Well-Respected11.1

    Consistently Delivers57.462.149.72217.828.4Invests in R&D10.6

    Responds Quickly65.857.145.12315.728.6Pioneers Innovative Features9.5

    Warranty Can Count On68.238.141.42414.632.2Network of Partners20.7

    Sets Critical Standards25.924.9272514.223.7Comprehensive Training & Cert.9.4

    Invests in R&D17.810.628.4269.826.1Visionary11.5

    Understands Your Network Environ.4336.231279.840.9Recognized Brand13.3

    Pioneers Innovative Features15.79.528.6288.331.4Socially Responsible15.9

  • Client InsightAttribute Importance to Brand Choosers

    Cisco Choosers Competitive Choosers151713811216181213201419 Many Ease Issues Many Expertise Issues16

  • Client InsightStated & Derived Importance

  • The Pricing ConundrumWhy Its a Frustrating AttributeInteresting commentary from the past:Cant you tell me something other than price?Dont worry about price. Its not a driver!

    Its a tough attribute to capture:We treat it like just another attribute when in reality its comparative to the entire set of benefit attributes.Even when treating it like just another attribute, its tough to properly communicate.

    Maybe a more robust approach will make it easier for respondents to answer and more powerful for us to analyze for our clients?

  • The Pricing ConundrumA Dif...