Our Take: What The Recent M&A Activity In The Enterprise Feedback Management (EFM) Space Means For The Market Research Industry

Roxana Strohmenger

 

Over the past two weeks, the EFM vendor landscape has heated up once again with a round of mergers and acquisitions. Last year, we saw the mergers between Vovici and Verint and Globalpark and QuestBack. Now we have news of SMG and Locately (August 16) and Confirmit and CustomerStat from MarketTools (August 22). These mergers make sense and are in line with how I see the EFM vendor landscape evolving.

Part of this evolution revolves around enhancing the EFM suite of products and bringing new feedback channels into the mix — like mobile. This goes beyond purely enabling the viewing of online surveys on a mobile browser. It encompasses offering mobile apps, enabling the collection of qualitative data, capturing mobile behavioral data, and even leveraging location to unearth insights about consumers. That is exactly what SMG, an EFM vendor that focuses on customer experience analytics, did by acquiring location analytics market research firm Locately. Confirmit did the same last year by acquiring Techneos to create a stronger mobile offering for its customers.

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A New Shopping Arena For Consumers

Gina Fleming

For consumers today, online and mobile channels have become an integral part of the shopping experience — for both researching and purchasing products and services.

In their transition to agile commerce, companies must understand how consumers are interacting and using multiple touchpoints to research, transact, and get service. Our recent report Segmenting Buyers: Introducing Super Buyers, Connected Traditionalists, And Traditionalists examines how three distinct retail segments of US online consumers — Super Buyers, Connected Traditionalists, and Traditionalists — leverage various channels for their shopping needs and explains how companies can best engage with each segment.

Some highlights from the report, which is based on a survey of more than 4,500 US online consumers:

·       Super Buyers are the most connected shoppers and buy from many channels: online, offline, and mobile. Super Buyers like to mix and match their shopping by either researching online and buying offline or vice versa.

·       Connected Traditionalists do most of their shopping online on a computer or in an offline store.

·       Traditionalists are the largest segment; they do most of their shopping in-store — although they are also shopping online on a computer. This group has the lowest uptake of tablets and smartphones.

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The Data Digest: The Influence Of Amazon On Consumers' Buying Journey

Reineke Reitsma

Recently, my colleagues Brian Walker and Sucharita Mulpuru released a great overview of Amazon and its role in retail. What’s clear from this report is that Amazon is affecting everyone, both retailers and consumers. In fact, it shows that for many shoppers, Amazon is increasingly their first stop on the retail path: Thirty percent of US online buyers said that they began researching their most recent online purchase on Amazon.

In Europe, we asked online Europeans about the websites that they used to research products/services in the past three months. In the UK, France, and Germany, Amazon was mentioned most often. While some local retailers hold their own, such as Argos in the UK and fnac in France, eBay is the runner-up in most of these markets.

 

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Mobile Commerce Is Positioned For Rapid Growth In The Coming Years

Susan Huynh

The rapid adoption of smartphones and mobile Internet usage is changing the way US consumers shop. Although still nascent, mobile commerce is poised for exponential growth. Mobile retail and travel spending grew by 80% in 2011 and is expected to more than double by the end of this year.

There are various definitions of mobile commerce that include retailtraveladvertising, proximity payments (coming soon), and app downloads, but Forrester combines retail and travel research with an understanding of mobile consumer habits to build its mobile commerce forecast. Shop.org and Forrester Research administer The State of Retailing Online survey annually to online retailers to understand key metrics in shopping trends; this year's survey focused on mobile commerce and mobile retail execution. Having data from both the consumer and merchant perspectives provides us with a richer understanding of the mobile commerce platform and buying behavior.

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The Data Digest: Tablet Ownership In The US And Europe

Reineke Reitsma

Earlier this year, Forrester’s published its tablet forecast for the US. With 55 million iPads sold through December 2011, and an estimated 5.5 million Amazon Kindle Fires sold in their first quarter on the market, tablets have gained unstoppable momentum. Forrester forecasted that tablets would reach 112.5 million US consumers — one-third of the US adult population — by 2016. Since then, a slew of new tablets have been unveiled, including the recently announced Windows Surface and Google Nexus 7.

For now, the US is definitely the leading market for tablet adoption. Forrester’s European and North American Technographics® Surveys show that both uptake as well as interest are highest in the US.

 

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Facebook Data . . . Oh, The Possibilities For Marketers!

Gina Fleming

 

Recently, there has been concern over privacy regarding data on Facebook. Since the recent Facebook IPO, many people have been wondering if the company is facing pressure to find a new source of revenue. The question in many people’s minds is whether it will come from advertising and/or other sources — or whether Facebook will monetize the massive amount of data that the company has on consumers. After all, most people are on Facebook: Forrester’s North American Technographics® Online Benchmark Survey (Part 2), Q3 2012 (US, Canada) shows that almost seven out of 10 US online adults have a Facebook account. What’s more, that survey shows that the typical US online adult with a Facebook account has more than 180 friends on Facebook and spends an average of 7 hours each week on the site.

MIT’s Technology Reviewrecently published an article on the topic, “What Facebook Knows.” The article highlights how massive Facebook’s consumer database is and compares Facebook with a country — with 900 million members, it would be the third-largest globally. People share all kinds of information with Facebook: their demographic details, personal information, interests, and even their contact information.

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The Data Digest: Consumers See Less Value In Email Promotions

Reineke Reitsma

Email marketing is at an important crossroads because email is losing its appeal for consumers. Research shows that younger people in particular feel email is too formal. Forrester’s European Technographics® surveys show that consumers’ attitudes toward email marketing have only grown more critical over time. In 2007, 24% of European Internet users agreed that email was a good way to learn about new products, but only 12% agreed in 2010. And 54% of European online consumers state that they delete most promotional emails without reading them.

Are consumers deleting your promotional emails as well? Are you wondering what content and updates your customers value? You should just ask them! Surveys, social media, and offline anecdotes will give you insight into what email content, offers, and even style your users like. For instance, the BBC's GoodFood magazine asked its Facebook fans, "What theme would you like to see in today's newsletter?" and used the results to craft its email content.

Mobile Commerce Will Be Worth 19 Billion Euros Within The EU-7 By 2017

Michael O'Grady

Mobile commerce is taking off in Europe. Retail and travel spend via a mobile phone increased by 70% in 2011. Impulse-buying categories that require little intensive research — such as books, computer software and video games, music, videos and DVDs, and event tickets — are driving a large part of these mobile retail sales. Understanding mobile buying behaviors, the evolution of mobile buyers, and relative mobile spend across Germany, the UK, France, Spain, Italy, the Netherlands, and Sweden are the focus of the Forrester Research Mobile Commerce Forecast, 2012 To 2017 (EU-7), >, and report which has just been published.

The forecast combines insights from the Forrester Research Online Retail Forecast, 2011 To 2016 (Western Europe) with an understanding of smartphone adoption rates and how online buyer sophistication differs from mobile buyer sophistication for each EU-7 country. Smartphone owners are more predisposed to become mobile retail buyers if they have already bought online or if they have already bought mobile apps and digital content. By 2017, mobile retail, travel, and daily deal spend in the EU-7 will rise to €19.2 billion, which will represent 6.8% of online spend. Mobile’s share of total travel spend will be much higher than that seen in retail, as more than 35% of travel bookings for leisure and unmanaged business travel were made online in the EU-7 in 2011.

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Innovative Methodology: My Experience With Mobile Behavioral Tracking Data

Roxana Strohmenger

As an analyst, my job is to examine the emerging research methodology landscape and see what trends are evolving and how market insights professionals are leveraging and integrating these new techniques into their research toolkit. While this type of research is extremely enjoyable, every now and then I am lucky enough to be able to get my hands dirty and play with some of these methodologies. This time around, I got to play with passive mobile behavioral measurement data.

Similar to online behavior tracking, mobile behavior tracking passively records the activities that consumers perform on their mobile phone. With this data, you are able to know, for example, how many inbound and outbound texts are made, when and for how long a person uses an app like Facebook, or how many megabytes of data they downloaded or uploaded. Vendors that provide this tool include Arbitron Mobile, comScore’s MobiLens product, Research Now Mobile (formerly iPinion), and RealityMine (a spin-off company from Lumi Mobile).

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The Data Digest: Mobile Banking’s Massive Growth Is Supplementary To PC banking

Susan Huynh

Mobile banking is on a steep rise in the US. Almost one-third of online bankers currently conduct banking activities through their mobile handsets, and this population is poised to more than double by 2017. As indicated in our recently published Forrester Research Mobile Banking Forecast, 2012 to 2017 (US), younger age groups (Gen Y and Z) and familiarity with PC banking are fueling thisrapid adoption.

While checking account balances is the most popular activity, receiving alerts is the fastest growing feature; users will triple in the next five years. And with growing consumer comfort, mobile transactions, such as transferring funds from one account to another, will more than double during the same time period.

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