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Tag: research

Weathering COVID-19 – Business Development Strategy During a Difficult Time

I often thought the world would be a much better place if all politicians were, by law, required to have a history degree. The relevant knowledge and trends they could draw from to help shape insights, process and a successful path forward would really serve us all. As researchers, this is language that’s all too familiar to us…

With Covid-19, we’re in an unprecedented time, but we are uniquely qualified to handle this challenge.

With a growing trend towards sensationalized data and soundbites, we as a society are constantly inundated by main stream media with sobering assessments and un-fact checked hypotheses that drive fear and further enflame the situation. Covid-19 has become commoditized, making it easy to get caught up in the vortex around the pandemic. It’s important to understand that in these times, the best way to thrive is to think outside the box and to adopt a fresh perspective.

We need to focus on what we can control in an environment that has taken so much of it away. It’s difficult to develop business while managing our own personal feelings and worry for our families and colleagues, but we’re objective thinkers. We make decisions and recommend directions based on market conditions. We need to employ this thinking for ourselves and understand that there are growth areas, and in fact, it’s never been more important and a better time to conduct most lines of research.

The New York Times recently published this article that portrays the realities we’re seeing in field:

The Title:
Surprising Poll Results: People Are Now Happy to Pick Up the Phone

The Subtitle:
Pollsters are used to having their calls screened. But when everyone is stuck at home, a stranger with some survey questions can be a lifeline.

https://bit.ly/polling-coronavirus

The article focuses on the realities we’re finding on how ‘response rates have risen amongst people in typically tough-to-reach demographics, such as young people and those without college degrees, who are typically less likely to use landlines. Increased participation is also reported amongst cell phone users – particularly in the daytime, when in the past many respondents would most likely have been at work and unwilling to answer a call from an unknown number.’

The striking tone of the article and as those in CATI data collection research know, traditionally, older age groups take more time and are more receptive to research, more so than any other age group. With Covid-19 in our midst, we’re seeing increased cooperation across the board across all ages and ethnic groups. It’s incumbent on us to take the responsibility to continue research outreach and to help the population right itself. This example of an empowering reality can mobilize a lot of business decision makers into quick action. The question we all hear posed by Decision Makers is… ‘Is this the right time to do research?’ Yes in fact, it is.

Increased response rates are being reported across the board and span over all methodologies. Online survey response rates have surged, interactive IDI/Focus Groups are becoming the new norm and plans for onsite social distancing compliance for research are well underway and gathering momentum.

As business leaders, it’s our job to approach the emotional toll of a terrible pandemic in a clinical fashion as we’re revenue drivers. We acknowledge it’s our responsibility to create stability to ensure the health and growth of our clients. It’s also important for those who work for our Companies. It can feel heavy but I have found that shifting my focus to the emotional business needs of our clients has been helpful and very productive.

In times like this, we trust ourselves, trust the future and take charge of what we can control. Now, more than ever, it’s important to create a ‘diamond’ level experience routed in creativity and case examples that truly illustrate the state of the industry which is driven by respondents. Tasking yourself to this challenge will serve not only you, but us collectively as an industry well.

 


About John Wulff

John’s 25 year career has been focused on quantitative market research data collection. Holding senior positions representing some of the largest and best quantitative Online & Offline data collection companies with operations based in North & Central America and Asia.

Tips to Think About When Conducting Multicultural Research

According to U.S. Census Bureau reports, America is projected to grow by 75 million people over the next four decades, from about 329 million this year to 404 million in 2060. The category of those identifying themselves as being two or more races is set to be the fastest-growing racial or ethnic group over the next several decades, followed by Asians and Hispanics.

According to the Pew Research Centre, over one-tenth of America (14%) is foreign-born compared to 5% in 1965. That same research suggests something that I find even more striking—by the year 2055, no single racial or ethnic group will be the majority of the population.

This increasingly multicultural makeup should be a key factor when designing a sophisticated research program targeting the diverse demographics of our world. Think of this society as an incubator of insights—different genders and cultures bringing different personalities, opinions, and perspectives. But this also means brands and agencies will increasingly need to tailor their approaches.

For this blog post, I want to offer some tips on how to address cultural differences when conducting market research among an increasingly diverse target audience.

 

Seven Tips for Multicultural Market Research

Here are seven quick tips to help plan out your multicultural market research.

Tip 1: Take a look at earlier research conducted in this area.
It is important to examine the different results that have been previously shared, as well as the sampling plans and weighting considerations other researchers might have taken. You can learn so much from previous research, whether you find it from online portfolios or your own business insight team.

Multicultural Tip 2: Keep in mind demographic differences by racial or ethnic groups, and be sure to include adequate multicultural representation in your sample.
It can really depend on the subsets from which you are trying to gain insights, but due to varying response rates and/or panel representation, I would always recommend an oversample to obtain an adequate read.

Tip 3: Don’t assume because your survey has been completed that you are also complete!
I would recommend comparing your survey demographics to the general population that you are trying to research! By doing this, you can then understand if you need to make any changes to the data, such as weights to ensure the results are reflective.

Tip 4: Think about your participants and their preferred language.
An easy, but often forgotten, technique is to ensure participants can complete surveys in their preferred language. This is so important—especially in the case of phone studies and panels. Spanish

Often, participants will respond in their native language when given the option. However, this makes it critical for the translations to be authentic. To get the best sense of what people really meant, it is important to avoid overly formal language or paraphrasing. While you can hire efficient and cost-effective translators, I would recommend finding translators from the specific region your targeted respondents are from—classical Spanish from Madrid can be quite different from the language of Americans with family roots in Mexico or Central America, for example.

Tip 5: Think about your audience!
The use of smartphones is not only influencing the number of times I walk into someone (because my head is looking down while I’m tweeting away!), but it is also swaying how we communicate with each other, and shop for various things. But not everyone accesses the internet the same way.

When conducting research among a specific racial or ethnic group, make sure you are able to use the correct data collection method to effectively reach participants. According to the Pew Research Centre, Hispanics and African Americans are more likely to access the internet via cellphone or tablet. On the other hand, Asian Americans are more likely to have broadband in the home.

By making sure you understand your audience and the most appropriate data collection method, you increase your chances of attracting not only more respondents, but also gathering more robust data because individuals are in their comfort zone.

Tip 6: For the data analysis stage, make sure you understand the details.
As you sift through the results, it is important to remember there are numerous factors at play. You need to consider whether income levels or ethnicity are driving behavioural or attitudinal differences between your respondents. casual-cellphone-chat-1798852

Tip 7: Remember the people.

Whether you are conducting multicultural research or any other type, there is one particular concept that should never get forgotten—respondents are people. That means whichever method you pick, the same concept applies: in order to understand someone’s views and opinions, you first need to understand how you will ask them the questions.

Off to work you go!


About Jake

Jake-Pryszlak_avatar_1546770824-400x400 Jake Pryslak, commonly known as the Research Geek, is a 3-time award-winning market researcher, blogger and speaker. He’s a current Forbes columnist who is active across a plethora of social media channels. His aim is to share his market research knowledge with others in the industry. You can find his blog and social media channels here.