BrainTrust Query: Six marketing research wake-up calls in 2009
by Joel Rubinson, Chief Research Officer, The Advertising Research
marketing research profession got six big wakeup calls in 2009.
Online research panels proven to produce different results
ARF Foundations of Quality research compared results from the exact same
questionnaire across 17 online research panels fielded at two different
points in time (two weeks apart). We found that the test retest
reliability of each panel was high but that results differed across panels
by more than you would think based on sample sizes. This insight led
to the ARF Quality Enhancement Process, a series of metrics, planning,
and reporting templates intended to control for this effect.
Cell phones are primary for close to 40 percent of U.S. households.
most recent CDC NHIS survey found that 23 percent of all U.S. households
are cell phone-only (46 percent of those aged 25-29) and another 15 percent
have landlines but are cell phone-primary. The Media Ratings council
has said that media research must have a solution for this, implying
that landline-only research can no longer be equated with probability
sampling. Nielsen, Arbitron and Knowledge Networks have all switched
to addressed-based sampling methods to restore probability sampling properties.
Listening becomes a source of insights and marketing intelligence that
anyone can access.
is a way of hearing in real time what people want to talk about, rather
than what marketing wants to talk about. Google’s team of economists
proved that what people are searching for predicts many things, from
the geographic spread of the flu to auto sales right down to the brand. The
research team must embrace listening as well as asking (i.e. surveys)
to remain relevant and get to the front-end of marketing innovation.
Marketing research still struggling to be recognized as having significant
ARF research transformation initiative has brought many leaders together
and conducted executive interviewing in 2009 among 20 research leaders. The
consensus is that the research team is often brought in too late in the
process, viewed by many below the C-suite as an expense rather than an
investment, and as an impediment rather than an enabler.
Media companies and advertisers form CIMM
leading media companies and advertisers came together to create the Coalition
for Innovative Media Measurement, making a clear statement to the industry
that they intend to turbo-charge innovation in media measurement. Why? They
believe existing media metrics are not keeping up with the fast-paced
evolution towards the multi-tasking, multi-platform, long-tail way that
people consume media.
Shopper research takes center stage at understanding the effects of the
studies about the effect of the recession focused on changes in shopping
patterns and increases in buying store brands. In other words,
shopper research became as important as consumer research this year,
especially on the big issue that was keeping marketers up at night.
Questions: What wake-up calls do you think the market research community
heard in 2009? Of the points mentioned in the article, which represents
the biggest challenge for marketing research providers? Which ones are
most underestimated or which most overestimated?