The Challenges Of Running Global Research Projects In Today’s Digital World

Reineke Reitsma

As some of you know, I really have a thing for doing research in multiple countries. I’ve been working in market research for two decades now and have always conducted international research projects — and experienced all the challenges that come with them. But I believe that conducting international research is even more challenging now than it was 20 years ago when I started my research career.

I see three key challenges that market researchers must deal with when doing multicountry projects:

1) How to collect globally comparable data. As soon as the surveyed cultures are so different that you need to adapt research methodologies and localize questionnaires, you’ve lost the chance for global comparisons. How do you walk that fine line between globalization and localization?

2) How to put this data into a local context. It’s really hard to understand the real drivers of behavior in different regions. Just looking at the results and comparing them with those of other countries might result in the wrong conclusions.

3) How to distribute and communicate these results back. Collecting information is one thing, but communicating it back to the local organizations and having them act on it is quite another. Will your local market insights teams use, share, and implement the data that you’ve collected globally?

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Carrier IQ: When CI Should Be Damned

Rob Brosnan

Did you see the news about Carrier IQ covertly capturing Android users' activities for analysis by carriers? Trevor Eckhart, who analyzed the application, writes:

Carrier IQ software, which consists of embedded software on mobile devices and server-side analytics applications, enables mobile operators and device OEMs to understand in detail a wide range of performance and usage characteristics of mobile services and devices. These include both network-facing services such as core voice and data offerings, as well as non-network-facing capabilities such as music players, cameras and other side loaded media, in order to assist with product and service development and roll-out [emphasis added].

Customer Intelligence is not a spying operation. The promise of CI is not reductively commercial. Instead, proper CI practices help businesses – with their customers' consent – to understand the preferences and needs of their customers. Firms also use CI processes and technologies to determine and enforce an optimal and respectful relationship with customers.

What lessons does the Carrier IQ incident highlight?

  • CI pros have an ethical responsibility to customers. CI pros are customer advocates after all. They cannot truly represent customers unless they also help their employers understand appropriate boundaries for data capture. Helping customers also helps businesses, protecting firms from the risk of public outrage and litigation. CI pros: Help your employers understand when data capture goes too far.
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Agile Commerce Is For Life, Not Just For Christmas

Martin Gill

 

EBay is now the latest entrant into the field of retail experimenters that are trialing the concept of a “virtual store.” 

EBay joins Occado and Tesco in embracing the increasing number of Multidevice Buyers in the UK who use their smartphones not only to inform their offline shopping journeys, but to buy products as well. EBay’s pop-up store in the heart of London promises to allow shoppers to browse products in person and purchase via a QR-code-driven mobile shopping experience. 

While eBay's store is very deliberately designed as a temporary pop-up, others are approaching the same challenge in a completely different way. House of Fraser recently launched a concept store in Aberdeen that carries no stock but offers shoppers the opportunity to sip a free cappuccino while they browse House of Fraser’s website on dedicated Internet stations.   

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Benchmark Your eBusiness Strategy And Results

Carrie Johnson

I'm so excited to announce that today we have launched Forrester's new free eBusiness benchmarking tool. With the tool you can compare your key performance metrics against your peers'. Plug in the answers to a few questions about your eBusiness budget and metrics and our tool will instantly compare your answers to similar size companies for five key benchmarks:

  1. The size of your annual eBusiness budget 
  2. The number of staff dedicated to your online division
  3. The percent of overall sales that occur online
  4. The size of your eBusiness team
  5. The percent of customer service interactions that occur online

The tool will not only show side-by-side results, it'll also produce a nifty PDF for you to print out and show to your colleagues. But wait there's more! We have a suite of research that helps our clients act on results, outlining how to improve those five key metrics to keep up with competitors and align with best practices. We've summarized all of our advice on how to use the benchmark tool and to improve results in an accompanying report called "Benchmark Your eBusiness Strategy And Results" (sound familiar?) and I encourage you to read it. 

We also have a whole body of research that we think help turbo charge your eBusiness results.

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Four Reasons Why ExactTarget's IPO Helps CI Pros

Rob Brosnan

ExactTarget filed an S-1 last Wednesday, November 23, the first step towards an initial public offering (IPO) by the end of March, 2012.1 The company grew substantially over the past several years and is tracking a 55% growth rate in 2011. ExactTarget now services about 4,600 direct clients and reports $148 million in revenue through September 30, 2011. Congratulations to Scott Dorsey and his team for guiding the company to this point.

How will ExactTarget's IPO benefit CI Pros? The IPO can:

  • Provide additional capital for research and development. The funds ExactTarget will raise through the IPO will help transform the company from an email service provider (ESP) into a full-fledged marketing technology platform. Increased R&D will allow the company to evolve through organic development and acquisitions. Both moves will help it to fill out its cross-channel campaign management and Customer Intelligence offerings. CI Professionals at mid-to-large enterprises should expect to see the company move more aggressively to offer enhanced enterprise marketing capabilities.
  • Enhance attractiveness to partners. ExactTarget's IMH has yet to catch on with heavy hitters in analytics, offline channel management, and marketing resource or operations management.2 The quarterly and annual disclosure requirements on ExactTarget could help clarify the company's plans to potential partners and assuage concerns about future competition. Stronger partnerships will lead to additional IMH applications for CI Pros.
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The Battle For The Digital Wallet

Benjamin Ensor

Over the past couple of years I have been intrigued by the concept of a 'digital wallet' that will combine mobile payments with a variety of other benefits for customers. The more people I talk to, the more convinced I am that mobile digital wallets will mark a big shift in retail payments. A mobile digital wallet is more than just a mobile payment system because it combines:

  • Mobile payment. Digital wallets are likely combine several different payments systems into a single service, including mobile contactless payments, online (i.e. web) payments, and over-the-network mobile payments, making it easy for customers to make a variety of different types of payment from a mobile device.
  • Barcode scanning. Scanning barcodes or QR codes will let customers get more information about products, and let them pay for items on their phones before showing an on-screen receipt to leave the store.
  • Loyalty rewards. Instead of carrying (and sometimes forgetting) a separate loyalty card, digital wallets will track customers’ spending and offer merchant-funded rewards, either on the phone or at the point of sale.
  • Coupons and offers. Digital wallets are likely to offer customers coupons and location-based offers.
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The Data Digest: Black Friday - Understanding The Purchase Path Of Online Holiday Shoppers

Reineke Reitsma

Successfully reaching online shoppers during the critical holiday season is crucial to the Q4 success of eCommerce businesses. Forrester recently published its “US Online Holiday Retail Forecast, 2011”; it predicts strong growth despite the current economy. My colleague Sucharita Mulpuru shared in her blog that November and December alone are expected to pull in nearly $60 billion in online revenues in the US, a 15% increase over 2010 and about one-third of the overall volume of online sales for the year.

But what are the drivers for purchasing? How do consumers discover a good deal? Forrester collaborated earlier this year with the eCommerce company GSI Commerce to answer these and other questions and to create a picture of online buyers’ purchase journey in various categories during key periods of the Q4 2010 holiday season across 15 eCommerce sites.

We found in this study that search and email were the most effective tactics in driving sales, and shoppers were heavily influenced by retailers’ marketing efforts during key dates such as Cyber Monday and the Thanksgiving weekend. But in many cases, it's a combination of marketing tactics that makes people buy: More than half of US consumers purchasing products online in the soft goods category experienced two or more marketing touchpoints prior to the completion of their transaction.*

 

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Mobile Research Needs Nonmobile Insights

Gina Fleming

With mobile usage becoming increasingly widespread and companies testing the water with mobile strategies, market insights professionals need to uncover consumers’ mobile behavior today and tomorrow. But with the pace of mobile innovation moving so rapidly, how can you keep up with all of the things that people are doing with their mobile phones?

In the next three years, would you expect people to use their mobile phones as wallets? What about as electronic passports? What about for space exploration? While that seems like a long shot, a New York state resident did just that — attaching an iPhone to a weather balloon, videoing the journey, and using its GPS feature to map its voyage (see link for the footage).

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Want To Know How Your 2012 Customer Experience Plans Compare To Others? Take Our Benchmarking Survey To Find Out.

Megan Burns

Calling all customer experience professionals! It’s that time of year again . . . time for Forrester to take a snapshot of what’s going on inside customer experience programs around the globe.

Want to see how your company’s 2012 plans stack up? All it takes is 10 minutes. Complete Forrester’s Q4 2011 Customer Experience Survey, which will ask you a few questions about:

  • Your company’s goals and objectives for customer experience in 2012.
  • How your organization manages customer experience on a daily basis.
  • The customer experience categories you plan to funnel budget into for 2012.

Once the survey closes in mid-December, we’ll analyze the data and write a summary report titled “The State Of Customer Experience, 2012.” We’ll send you a copy of that report when it publishes in January — even if you’re not a Forrester client.

Thanks in advance for helping with our research. This data will fuel not only this report but also much of our other research throughout the coming year.

(By the way, this survey is for customer experience professionals who are working to improve customer interactions with their own companies. Agency employees, technology vendors, and consultants should take a pass on this one. There will be surveys for you later in the year.)

The New Normal – Light Spending, Heavy Coupon Usage

Andy Hoar

A few days ago, online coupon site Retailmenot.com released results from its inaugural holiday edition Shoppers Trend Report. A combination of consumer trend data pulled from activity on Retailmenot.com and a survey by Ipsos regarding near-term consumer sentiments, the report corroborates much of what Forrester recently predicted for this year’s holiday shopping season:

  • Growth in overall retail spend will be positive but small. According to the Shoppers Trend Report, only 11% of consumers surveyed intend to increase their holiday spending.  Similarly, the National Retail Federation (NRF) and Forrester predict the U.S. will see only a marginal increase of 2.8% growth in overall retail spending this holiday season. 
  • Coupon use is on the rise. 58% of US online adults say that they are more price-conscious today than they were a year ago.  Not surprisingly, Experian Hitwise has seen downstream traffic from retailers to couponing sites grow 69% in the last three years. Similarly, Retailmenot.com has seen online coupon usage increase 23% in the months leading up to the holiday season.  Seems if there’s a deal lurking out there on the internet, price conscious consumers are out to find it.
  • Free shipping is preferred by online shoppers. 59%of US online adults say that they shop online more often with retailers that offer free shipping.  In fact, according to the Shoppers Trend Report, free shipping is the coupon promotional offer most favored by consumers – preferred by 26% of all shoppers.
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