Technology has a way of improving tried-and-true methodologies in many industries, and as we’ve seen in this data series, marketing research is no exception. Where at one time qualitative best practices included 20 to 40 minute online surveys (e.g., jam-packed full of single response, open-ended and grid questions), respondents are no longer completing that type of research. Many (time-poor) consumers want to provide brands their feedback, but they expect the conveniences a smartphone provides them and activities that fit into their every-day life. They also don’t want to be bogged down with mundane, repetitive questions such as, “What brands do you like? Can you rate these brands? What stores do you think of when you need this product?”
As the cliché goes, a picture says a thousand words. So, why not, after the effort we put forth in collecting our data, do we not capitalize on visuals when analyzing? How much more impactful can a visual dashboard be when portraying your datasets? In the final piece in our Marketing Data Integration series, let’s explore the power of visualization….
We’re researchers, so it makes sense that we love data. Big data, small data, and all data in-between. But does our love run so deep we overlook the validity of all the data we use? Deloitte Insights brings up a good point, “When big data contains bad data, it can lead to big problems for organizations that use that data to build and strengthen relationships with consumers.”
As we know from part 3 of our Marketing Data Integration series, there’s an abundance of data available to marketers, from first-party, to second-party, to third-party. We know we can collect it from a variety of sources and connect these data for a more holistic view of our target customers. What we haven’t discussed yet is the integrity and quality of the mass data at our researching fingertips, or the importance data validation plays in the GDPR world we now live and work in. While only live for a few short months, the guidelines implemented by GDPR have had a significant impact on the digital advertising, consumer insights, and market research industries.
Do you remember when we used our mobile phones exclusively for actually speaking with other people? It may be difficult to remember, but I promise there once was a time in the not-too-distant past when that ubiquitous device we carry with us was not used for messaging, mapping, Tweeting, Snapping, shopping, posting, watching, gaming, or the other multitudes of tasks we now use our devices for. The utility and functionality of our mobile devices and the underlying ecosystem of mobile networks, apps and other services has dramatically increased the value we derive from our “phones”.
Survey respondents have a digital life outside their online panel community; a life as a consumer, an influencer and a potential buyer. But technology is evolving, and so is digital usage. Consumers are leaving a bigger digital fingerprint that increases exponentially by the minute, if not by the second. It expands by source, by type and by size. It is creating an ocean sized pool of third party data, which we are still learning how to best utilize in our data collection and analysis.
In our Marketing Data Integration series, we first touched upon how to get the best data output from your survey questions, now we will look at integrating third party data. How can we access this data pool? How do we link survey data to it for a holistic, enriched view of our customers and non-customers? Let’s explore…
If you've seen the introduction to our Marketing Data Integration Series, you understand the extent new technology and mobile plays in modern research. So now you're on a mission to modernize your research (bravo!). You understand how to reach the representative audience you need (include mobile!), and you’ve identified the right tools available to get the answers you need (responsive programming!).
Anything and everything is now digital, and consumers are spending endless hours online. This isn’t new information for market researchers. Mary Meeker recently released her 2018 Internet Trend Report, and her key findings indicate that more than half the world is online so there are fewer new people to connect with. Here are just a few of her other takeaways according to Recode: