using market research to create compelling thought leadership and earn industry respect lisa huck,...

Plantronics Confidential

Using Market Research to Create Compelling Thought Leadership and Earn Industry Respect

Lisa Huck, Director, Global Research, PlantronicsVickie Cole, Director, Technology Research, Decision Analyst Inc.

Plantronics Confidential 2Presentation Title / Subtitle

Beyond data and insights, we seek to understand…

The pathway to thought leadership

Reacting to industry analysts and thought leaders leaves a company to play “catch up”. Becoming a thought leader allows a company to develop ahead of the curve.

The business case for “pure research”

Before you can worry about how to develop and market your products, you have to know some basics. There may not be an immediate and obvious project use for the data, but what you learn can guide programs

The meaning of an authentic partnership

Authentic partnership extends far beyond simple project cooperation and collaboration. What is required for two entities to form a long-term, symbiotic relationship?

3Plantronics Confidential

Background


Situation And Research Goal

That technological advances in communication have changed our world and our workplace is beyond question. However, some have gone so far as to proclaim that email or text communication is actually preferred over voice, a position we felt should be investigated.

Taking a “pure research” position, we devised a research plan to compare and contrast communication modes, and gauge their relative value to Team Knowledge Workers in both business and personal situations.


Population

Team Knowledge Workers (TKWs) who are communications-reliant

USUK Germany China

India

Australia

Enterprise employees in medium and large size companies (100+) who typically work within/across teams for business collaboration and communicate in a variety of ways

For this presentation, only U.S. results are

discussed


Nomenclature


Definitions

• Sending or receiving a phone call to/from a single contact, via landline, mobile phone/device, or PC softphone/click-to-call

• Speaking with a group during an audio conference via landline, mobile phone/device, PC softphone/click-to-call, or room-based system

VOICE

• Speaking during a web conference while desktop/file sharing or participating in a PC/Mac or mobile webinar/webcast (Voice Plus Data/Graphics)

• Speaking during a video conference via PC/Mac or mobile video application, video phone, room-based system, or telepresence (Voice Plus Video)

• Using speech-to-text or text-to-speech via e-mail, IM, SMS or Updates to social/professional networking/blogging sites, with a PC/Mac or mobile device (Voice Plus Text)

VOICE PLUS

• Sending or receiving text-based messages on a PC/Mac or mobile device via e-mail (business, personal, social site inboxes), IM, SMS/MMS, or Updates to social/professional networking/blogging sites

TEXT


Methodology


3D Approach

Discovery (2 weeks)• Core Team Orientation, Problem Definition, Knowledge Gap

Assessment, Analytic Planning

Deployment (7 weeks)• Survey Design & Development, Survey Fielding, Data Analysis

• Focus Group Planning, Focus Group Fielding, Insights Development

• Data Synthesis, Story Telling, Report Design

Dissemination (5 weeks)• Internal Reviews, Opportunity Workshops, Regional Presentations

• External Debriefs, Thought Leadership, Marketing Communications


Architecture

Phase One: Quantitative Phase Two: Qualitative

Study Type Online Survey (statistically precise) Phone Mini Focus Groups (directional)

Target Team Knowledge Workers in medium to large-size companies across 6 markets (US, UK, Germany, China, India and Australia)

Sample size Approximately 300 respondentsper country

2 groups per market; 4-6 participants per market

Testing (at the 95% confidence level)

Average error range of +/-5% (based on a sample size of 300)

Not Applicable

Field Dates May 13-June 7, 2010 June 7-11, 2010


Survey Qualification

All Respondents• At least 18 years of age

• Not competitively employed

• Employed full-time

• At current position at least 1 year

• Minimum company size of 100 employees

• Part of and work within/across teams—the work output is a team product

• Regularly use a computer or mobile device

• Use each communication mode


Segmentation Analysis (a priori)

• Medium(100-499), Large (500-999), Very Large (1000+)Company Size

• Onsite vs Remote Team Knowledge WorkersWork Location

• Managers vs. Non-Managers, Executives vs. Non-ExecutivesJob Title

• Cubicle/Open Space vs. Private Office vs. Hoteling/OtherEnvironment

• Gen Y vs. Gen X vs. Baby BoomersAge

• Widely Distributed vs. Close Proximity vs. Co-LocatedTeam Type

Significant statistical differences between these segments, among others, are identified in the detailed findings if they are meaningful (i.e., relevant to the objectives)


Sample Profile


The sample skews toward large firms

Q: Approximately how many employees work in your organization, including all locations? Base: Total Respondents (n=302); Margin of Error: +/- 5% at the 95% confidence levelSource: Plantronics How We Work Study, June 2010

Company Size

19%

13%

68%

100-499 employees

500-999 employees

1000+ employees

Soft Quota: At least 25% of TKWs in the U.S. who work for very large size companies of 1000+ in size


Managers represent more than half the sample (56%)

Q: Which of the following best describes your job responsibilities (even if it is not your job title)? / How long have you held your current position?Base: Total Respondents (n=302); Margin of Error: +/- 5% at the 95% confidence levelSource: Plantronics How We Work Study, June 2010

Average Years with Company

20%

20%

60%

1-2 years

3-4 years

5+ years

Job Title

4%

1%

3%

7%

13%

22%

6%

<1%

24%

5%

1%

14%

CEO/COO or other …

EVP

SVP

VP

Director

Manager

Supervisor

Foreman

Project Manager

Admin. Assistant

Clerk

Other

Executives15%

ManagersTo

Executives41%

Below Managers

44%

Soft Quotas: At least 50% of TKWs are managers or above;At least 10% of the managers are executives – VPs or above

Quota: At least 1 year with the company


A mix of work environments and team types are represented

Q: Which of the following best describes your primary work location? / Thinking of the team you typically work with, are the team members…?Base: Total Respondents (n=302); Margin of Error: +/- 5% at the 95% confidence levelSource: Plantronics How We Work Study, June 2010

Work Location

48%

33%

10%

4%

4%

52%

36%

47%

Private/Closed office

A cubicle

Bullpen/Open space

Hotspot or Hoteling

Other

Co-located

In close proximity

Widely distributed

Proximity To Team Members

(Quotas: A mix of work environments and team structures)


“Remote” Team Knowledge Workers are 16% of the sample

Q: Which of the following best describes how much of your work is conducted off-site, that is , away from your company’s office location?Base: Total Respondents (n=302); Margin of Error: +/- 5% at the 95% confidence levelSource: Plantronics How We Work Study, June 2010

47%

27%

16%

10%

25% or less

25% to 49%

50% or more

None20% of those working in companies with 1,000+ employees work remotely at least 50% of the time

Percent of Team Knowledge Workers Who are “Remote"(Soft Quota: At least 15% of TKWs who are away from the office at least half their time on business)

See Quota

Remote Team Knowledge Workers (R-TKWs) Percent of Time Spent Off-Site


Quantitative Insights


More than half all Team Knowledge Workers are heavy business phone users

Weekly Average Phone Use For Business

5%

6%

5%

6%

8%

6%

3%

6%

2%

17%

1%

3%

1%

3%

12%

16%

1 hour or less

2 hours

3 hours

4 hours

5 hours

6 hours

7 hours

8 hours

9 hours

10 hours

11 hours

12 hours

13 hours

14 hours

15 to 19 hours

20 or more

Moderate Business Phone Users = 25%

Light Business Phone Users = 22%

Heavy Business Phone Users = 53%

Q: In an average week, about how many hours do you spend on the telephone for business calls? Base: Total Respondents (n=302); Margin of Error: +/- 5% at the 95% confidence levelSource: Plantronics How We Work Study, June 2010

R-TKWs and executives spend more time than their counterparts on the telephone for business calls–both for an average of 13 hours per week


Managers & Executives have the highest level of involvement in all types of C&C events; brainstorming/ideation is the most common

Q: How involved are you personally in the following types of communication and collaboration events at work?Base: Total Respondents (n=302); Margin of Error: +/- 5% at the 95% confidence levelSource: Plantronics How We Work Study, June 2010

91%

89%

86%

80%

76%

72%

70%

53%

Involvement in Communication & Collaboration EventsHighly/Moderately Involved Summary

Involvement is significantly higher among managers and executives for all types of communication and collaboration events

Brainstorming/Ideation sessions

Status updates

Group presentations (delivered in-person or online)

Event/project planning

Complex/Detailed/Technical dialogs

Strategically important dialogue

Mission-critical deals/decision making

Investment-Expense-related discussions


93%

63%

61%

61%

61%

43%

42%

39%

24%

Meeting Participation At WorkEvery Week/Most Weeks Summary

Q: In a typical week, how often do you participate in the following types of meetings at work?Base: Total Respondents (n=302); Margin of Error: +/- 5% at the 95% confidence levelSource: Plantronics How We Work Study, June 2010

Significantly more managers and above report more frequent participation levels for all the meetings listed

More than half all TKWs participate in large meetings (10+ people), cross-team meetings, and remote meetings, most weeks or every week

Small team meetings (up to 10 people)

Remote meetings (where you dial in)

Cross department/Function meetings

Large team meetings (10 or more people)

Remote meetings (where someone else dials in)

Introductory meetings with team players (internal or external)

External client meetings

Executive-level meetings (mostly senior staff or board-level attendees)

External supplier meetings

Plantronics Confidential 22Presentation Title / Subtitle

VOICE & VOICE PLUS is more important to most TKW’s overall success & productivity than TEXT

Q: How important to your overall success and productivity are each of the following types of communication?Base: Total Respondents (n=302); Margin of Error: +/- 5% at the 95% confidence levelSource: Plantronics How We Work Study, June 2010

82%

81%

63%

54%

41%

39%

32%

24%

19%

Importance Of Communication Type To TKW’s Overall Success And Productivity

Critical/Very Important Summary

More executives (54%) than others say phone calls are critical/very important to their overall success and productivity

Sending or receiving email

Sending or receiving a phone call to/from a single person

Speaking with a group during an audio conference

Speaking during a web conference

Speaking during a video conference

Sending or receiving an IM

Sending or receiving a SMS or MMS

Using speech-to-text or text-to-speech via email, IM, SMS, or Updates

Posting or reading updates to social/professional networking/blogging sites

V

V

V+

T

T

T

V+

T

V+


TEXT is rarely the preferred method of communication; VOICE is the preferred alternate to in-person in most cases

Q: For each of the following work-related business communication and collaboration events, please tell us which communication option (in-person, voice, voice plus, or text) you most prefer.Base: Highly Involved With Work-Related Business Communication And Collaboration Events (n=Varies; 161-274); Confidence Interval = +/- 6%Source: Plantronics How We Work Study, June 2010

Those Highly Involved In

Activities

Communication Method Most Preferred for Work-Related Collaboration

Mission-Critical Deals/Decision Making

Complex/ Detailed/Technical Dialogs

Brainstorm/Ideation Session

StrategicallyImportant Dialogs

Event/ProjectPlanning

Investment-/ Expense-Related Discussions

Group Presentations

Status Updates

50%

49% 46% 40%39% 37% 34%

23%

On-site TKWs report higher preference for face-to-face meetings than R-TKWs

Text is preferred by more TKWs below managerial level


TEXT is preferred by half all TKWs for brief, personal updates; VOICE is most preferred for long, casual conversations

Preferred Communication OptionsFor Non-Work-Related Events

Q: For each of the following non-work-related business communication and collaboration events, please tell us which communication option (in-person, voice, voice plus, or text) you most prefer.Base: Total Respondents (n=302); Margin of Error: +/- 5% at the 95% confidence levelSource: Plantronics How We Work Study, June 2010

Total Respondents

Sensitive communications

Long, casualcommunications

Brief communications/updates

To resolve amisunderstanding

Important/Urgentcommunications

Event planning(bridal shower, etc.)

Date/Eventplanning (dinner, etc.)

Even for non-work-related events, text is preferred by more TKWs below managerial level, and voice is preferred by on-site workers

20%29%

51%46%47%

49%

37%

In Person

Voice

Voice Plus

Text


40% 60%

Executive TKWs would give up TEXT over VOICE, if forced to make the choice

Q: If given a choice for personal and work communications, would you rather give up voice or text-based communications for a month?Base: Total Respondents (n=302); Margin of Error: +/- 5% at the 95% confidence levelSource: Plantronics How We Work Study, June 2010

Executives are more likely than others to give up TEXT before VOICE

TEXT

VOICE

Preferred Communication Option:Forced-Choice Situation

Would Give UpTEXT before VOICE


More than half all TKWs have increased their reliance on email, IM, social media, SMS/MMS, and conferencing in the past 5 years

Q: Compared to five years ago, how has your usage of the following types of communication changed?Base: Total Respondents (n=302); Margin of Error: +/- 5% at the 95% confidence levelSource: Plantronics How We Work Study, June 2010

Change In Communications Compared To Five Years Ago

Increased Dramatically/Somewhat Summary

78%

67%

67%

66%

60%

58%

54%

36%

34%

Sending or receiving email

Speaking with a group during an audio conference

Speaking during a web conference

Sending or receiving an IM

Posting/Reading updates to social/professional networking/blogging sites

Sending or receiving an SMS or MMS text

Speaking during a video conference

Using speech-to-text or text-to-speech via email, IM, SMS, or updates

Sending/receiving phone calls from a single person

Net VOICE = 73%Net VOICE PLUS = 75%Net TEXT = 90%


VOICE is perceived to be more beneficial than TEXT in terms of ease of use, comfort, real-time response & assurance

Simple/Easy to use

Comfortable to use

Best way to get an answer in ‘real time’

Provides a feeling of certainty that you’ve given/received the

information needed

TEXT

89%

85%

62%

66%

90%

88%

83%

83%

VOICEB

enefits Of VOICE vs TEXT: Top-2-Box Agreement

Q: How much do you agree or disagree that the following statements describe VOICE /TEXT communications?Base: Total Respondents (n=302); Margin of Error: +/- 5% at the 95% confidence levelSource: Plantronics How We Work Study, June 2010

More executives (91%) than others agree that voice is the “best way to get an answer in real time”


A tool that gets my immediate attention

A tool that gets the attention of the person/people I want to

communicate with

Reduces uncertainty about what is being communicated

The most ‘human’/personable way to communicate

72%

69%

56%

19%

83%

81%

79%

75%


More executives than others agree that voice “gets their immediate attention” (94%), gets the attention of others (89%), and reduces uncertainty (87%)

TEXTVOICEB

enefits Of VOICE vs TEXT: Top-2-Box Agreement

VOICE is perceived to be more beneficial than TEXT in terms of immediacy, attention, clarity & intelligibility


The best tool for staying connected with my team

The most efficient way to communicate

The best tool for new team introductions

Fun to use

62%

55%

23%

71%

67%

66%

53%

50%


More Gen X-ers and Boomers (63% each) than others agree that text is the “best tool for staying connected with my team”

TEXTVOICEB

enefits Of VOICE vs TEXT: Top-2 Box Agreement

VOICE is perceived to be more beneficial than TEXT in terms of connectivity, efficiency, relationship building; TEXT is more “fun”


TKWs in distributed teams experience the most email-related communication issues

Q: Which of the following text-based communication issues, if any, have you experienced in the last year?Base: Total Respondents (n=302); Margin of Error: +/- 5% at the 95% confidence levelSource: Plantronics How We Work Study, June 2010

71%

58%

58%

49%

38%

Email Communication Issues Experienced In The Past Year

Those in Distributed Teams have more issues with Email than others

Had to follow up an email with a phone call to clarify an issue

Had to resolve an email miscommunication with a phone call at least once

Have received a large volume of email on a single topic that was overwhelming

An email message or tone was misunderstood and caused tension in a relationship

Was unable to efficiently gain group consensus via email


Q: Which of the following text-based communication issues, if any, have you experienced in the last year?Base: Total Respondents (n=302); Margin of Error: +/- 5% at the 95% confidence levelSource: Plantronics How We Work Study, June 2010

42%

42%

38%

31%

20%

10%

3%

6%

IM/SMS Text Communication Issues Experienced In The Past Year

TKWs in distributed teams experience the most IM/SMS text-related communication issues

Received an IM at work that diverted my attention from an important task or conversation

Had to switch from IM to a phone call to clarify an issue

Experienced a misunderstanding/confusion using IM

Missed an SMS/text message on my mobile phone, which annoyed me

Lost a conversational thread unintentionally using IM

Received an IM during a presentation or meeting that caused me embarrassment

Something else

None

Those in Distributed Teams have more issues with IM/SMS than others


Qualitative Insights


TEXT• Preferred for tactical, non-urgent information sharing (not exchange)

such as updates and scheduling

• Considered non-intrusive

• Can be composed/read when convenient

• Allows careful/accurate documentation to “close the loop” or to

“detail instructions”

VOICE & VOICE PLUS• Preferred for important, urgent, and sensitive information

• Considered effective for building camaraderie with new and

high-performance teams

• Allows communicators to ask/answer questions and probe more fully,

mitigating risk of miscommunication

• Conveys messaging nuances (“vocal cues”) enabling faster communication

• Provides assurance that those who require information are “in the know”

TEXT and VOICE & VOICE PLUS have distinct roles


Urgencylow

low

Complexity

low

Emotion

high

VOICE Preferred

TEXT Preferred

Meaningful dimensions of VOICE (driving preference) are Urgency, Complexity, and Emotion


Prominent media coverage of results

“How We Work: Communication Trends of Business Professionals” featured in….

…and more!


More on “How We Work”

Multimedia toolswww.plantronics.com/north_america/en_US/howwework

Facebook pollwww.facebook.com/Plantronics#!/Plantronics?v=app_164025026943346

How We Work conversationhttp://ucblog.plantronics.com

http://www.plantronics.com/north_america/en_US/howwework

http://www.facebook.com/Plantronics#!/Plantronics?v=app_164025026943346

http://ucblog.plantronics.com/


Takeaways


Beyond data and insights…

The pathway to thought leadership

• Position and empower Research, and expect success

• Rigor, quality, and insights are table stakes; the story is the edge

• Disseminate collectively

– Research + PR, design, digital marketing, channel, sales, and the C-suite

The business case for “pure research”

• Often overlooked in favor of applied research

• Non-obvious short-term payoff but can produce significant gains

– Fundamental learning frameworks, revenue opportunities, etc

The meaning of an authentic partnership

• Alignment on values and beliefs

• Empathy and sensitivity to boundaries

• Mutual growth goals

using market research to create compelling thought leadership and earn industry respect lisa huck,...

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