Grocery shopping is one of the largest offline retail categories but our Technographics data shows that it has one of the lowest online retail penetration figures in the US: Less than 10% of online adults have purchased groceries online and only 16% of online grocery buyers purchase groceries online more than once a month.
This week the Superbowl earned with 106.5 million viewers the Number One spot of the most watched program ever in the US, which proofs that online video hasn't killed the TV star yet. (Side note: did you know that until now the 1983 M*A*S*H final held this position?).
Netbooks are one of the hottest consumer product categories in the consumer technology industry at this moment - at least from an industry perspective. And yesterday, after Apple's iPad announcement, consumer electronics analysts immediately started commenting and sharing their views via blogs, and twitter.
But what I've been missing is the consumer view. Let's take a look at how interested consumers are in small computers like netbooks in general, and how this has changed in the past year.
Note: I realize that the industry may not see the iPad as a netbook but both the netbook and the iPad serve the same consumer need: an easy to carry, multifunctional mobile Internet device. So consumers are likely to compare and contrast them in the product purchase consideration cycle.
What we see is that consumers are mostly interested in netbooks as a second or third PC that they could use while on the go, or that they consider giving one to their children. Netbooks serve a distinct purpose, for more insight please see the report 'Netbooks Are The Third PC Form Factor' by my colleague J.P. Gownder.
One of the key themes I saw popping up in 2009 was the need for market researchers to communicate insights instead of information (or even worse: data). I've been at a number of events where this was discussed and I followed multiple discussions in market research groups like for example Next Generation Market Research (NGMR) on LinkedIn. Personally I added to this discussion by publishing a report called The Marketing Of Market Research - Successful Communication Builds Influence.
The general consensus is that market researchers should stay away from elaborating on the research methodology and presenting research results with many data heavy slides and graphics. Instead, they should act more like consultants: produce a presentation that reads like an executive summary (maximum 20 slides or so) and starts with the recommendations. The presentation should show the key insights gained from the project, cover how these results tie back to business objectives, include alternative scenarios and advice on possible next steps.
However, another consensus from the conversations is that not all market researchers are equally well equipped to deliver such a presentation, where they're asked to translate data into insights, come up with action items, and tell a story. Most participants in the discussions agreed with the statement that the majority of market researchers still feels most comfortable when they present research outcomes (aka numbers).
This week, Forrester released the 'new and improved' Social Technographics. Over two years ago we introduced Social Technographics, a way to analyze your market's social technology behavior. In these years we've seen that with the rapid pace of technology adoption, the rungs on the ladder have shown steady growth, with some (like Joiners) growing faster than others (like Creators). In these years we have helped clients understand the social media uptake of their customers with data for 13 countries, and for various segments and brands. But, in the past year we did feel we missed out on something: Twitter.
As you can see from the graphic, we added a new rung, "Conversationalists". Conversationalists reflects two changes. First, it includes people who update their social network status to converse (both in Facebook as twitter). And second, we include only people who update at least weekly, since anything less than this isn't much of a conversation.
Lately, there are so many cool Infographics popping up, with lots of global information. Yesterday I shared a link to an infographic from the World Bank. Today, you'll find a link to a tool from the United Nations Development Programme.
By now, most of you know my love for infographics. A colleague recently pointed me to this great tool of the world bank: The World Bank Data Visualizer.
It has it all: data for 209 different countries, trending, and customizable axes. This is a great tool for everyone who's doing global research and wants to know more about the countries researched, and how they relate to each other.
Recently I was asked by Research Magazine to contribute to an article about market research in 2010. The caveat: I was only allowed ONE word to describe what I saw as the most important change, trend or force affecting market research in 2010.