my presentation for "esomar best of russia 2014" clients session
DESCRIPTION
My presentation for "ESOMAR Best of Russia 2014" clients session: overnight research, online panels and more.TRANSCRIPT
CLIENT PANEL SESSION Direct From The Client
Alexander Bugakov Senior Market Researcher, Yum! Restaurants Russia (Pizza Hut and KFC Brands), Russian Federation
Cu#ng corners: is the adop+on of online ad-‐hoc research shi2ing budgets from MR agencies to online panels?
ESOMAR “Best of Russia 2014” Client panel
~80% of market research tasks are quite simple, if not trivial:
• Which variant of this ad should we run? • Did our last digital campaign add to the overall coverage? • Is it a good idea
to make this guy -‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐> our “brand ambassador” in Russia?
• We have 3 op+ons for new product naming – which do we choose?
ESOMAR “Best of Russia 2014”
Earlier I’d have liVle scruples to do this:
ESOMAR “Best of Russia 2014”
…but since we have 100K strong community in social media and can do stuff like that overnight, for free – why not?
OK, that was a liVle bit over the top
“Social media research” never will be a viable op+on for lots of reasons; we’ll s+ck to more “academic” solu+ons But what are our (clients’) op+ons?
ESOMAR “Best of Russia 2014”
Typical workflow of CAWI projects
1. Client dra2s the brief 2. MR agency takes ~day to digest it and offer +meline / pricing
(in fact, it relays the brief to online panel) 3. Project gets approved, researcher in agency dra2s the
ques+onnaire and sampling design 4. Online panel takes over, programs the script and sends out
ques+onnaire invita+ons 5. As the fieldwork ends, panel provides MR agency with the
data 6. Agency dra2s the report for the client
ESOMAR “Best of Russia 2014”
Let’s “disrupt” it a bit:
1. Client dra2s the brief Usually the task is so simple that one Email does the job
2. MR agency takes ~day to digest it and offer +meline / pricing (in fact, it relays the brief to online panel) If I write to panel directly, I get the response in 4 hours
3. Project gets approved, researcher in agency dra2s the ques+onnaire and sampling design If it is one-‐page ques+onnaire, I can dra2 it myself
4. Online panel takes over, programs the script and sends out ques+onnaire invita+ons
5. As the fieldwork ends, panel provides MR agency with the data 6. Agency dra2s the report for the client To have my answer I need
simplest Excel crosstab in most cases ESOMAR “Best of Russia 2014”
Pros for clients:
• More research gets done. Nothing boosts the respect for internal MR func+on more than “yes, we can have it on Friday this week”
• Exper+se is s+ll here – there is no fault an experienced panel employee won’t no+ce that MR agency’s staff would see
• No concerns about data quality – they are the same suppliers MR agencies do use, a2er all
• Panels are more flexible, more “into” Internet & digital – no need to explain them what the “cookie” is
• Budgets are saved – which is very no+ceable on small projects (N < 1000) where fixed part of MR agency’s pricing share is rela+vely large
ESOMAR “Best of Russia 2014”
Cons for clients:
• Yes, it is REALLY “semi-‐manufacture” • You basically compensate the fact that you get half-‐way
product by inves+ng your own +me and effort • And you are the only person who can no+ce a bug in the final
ques+onnaire script :)
ESOMAR “Best of Russia 2014”
What can MR agencies do with this trend?
If you can’t stop it, take the lead. Some already do (but not in Russia):
ESOMAR “Best of Russia 2014”
Automated tools are NOT your compe+tors – dialogue and exper+se maVer
ESOMAR “Best of Russia 2014”
This trend is not only about cost culng, it is about client rela+onships:
When was the last +me you’ve asked the client “what were the recent researches you chose NOT to run, and why?”
ESOMAR “Best of Russia 2014”