I’ve been busy preparing for the launch of a new Technographics syndicated service, expanding our consumer data coverage into Latin America. Forrester’s Consumer Technographics service already interviews nearly 300,000 consumers in North America, Western Europe and Asia Pacific about their behaviors and attitudes related to technology.
Why are we adding Latin America? We’ve been receiving client requests for consumer data in this region for several years, given its fast pace of economic development and “emerging economy” status. Here are some of the factors we took into account:
Size of markets. About 9% of the world’s population resides in Latin America and Caribbean countries, and about 11% of the world’s Internet users reside in this region. With more than 73 million online users, Brazil is the 4th largest online population after the US, China, and Japan.
I’m currently working on a piece of research we here at Forrester call the Wave, which is our vendor comparison methodology. I’m examining vendors in the Market Research Online Community (MROC) space and am very much looking forward to sharing my findings once the research is published.
In the meantime, I’ve been doing some soul searching on what differentiates a research community from a typical online panel. Vendors and clients alike generally have very specific views on the difference. Here’s a sampling of quotes from a recent survey I fielded on MROCs[i]:
“An online panel suggests that you'll be using it solely for survey research. While an online community is more involved - discussions, community building activities, as well as surveys.”
Sounds simple right? Most marketers would say that they use some notion of
value when they target customers. I think there's more to this topic. First,
most marketers use likelihood of response as a predictor far more often than
value. A recent conversation with Tim Suther of Acxiom got me thinking about targeting techniques. Here's my take:
Generally most marketers have three approaches to onsite targeting.