ESOMAR Congress in Athens: Odyssey
By Nikki Lavoie
September 22, 2010
The theme of this year’s Congress in Athens was “Odyssey – The Changing Face of Market Research,” and the conference didn’t disappoint. Numerous speakers discussed the ways that technology and emerging methodologies have begun transforming the way researchers get at the answers we seek. Topics ranged from understanding market research online communities (MROCs), to impending privacy issues when researching social media usage, to general threats and opportunities related to DIY market research.
Over the course of four days of workshops and presentations, three key themes stood out:
1. Quantitative surveys are getting too long. Both in Europe and in other parts of the world, researchers are being faced with changes in legislation that aim to prohibit lengthy telephone surveys, and are even seeking to curb the maximum length of online surveys. Analysts are finding respondent engagement is higher the shorter the survey, and many believe that data quality suffers as a result of questionnaires containing too many or repetitive questions. The recession is also cause for many to be concerned about survey length, as longer surveys typically equal higher costs. At Sentient we’ve found the more engaging and task-oriented the surveys are, the higher consumers’ tolerance for spending time with them. So in addition to paying close attention to length, we’re continuing to look at engagement factors as well.
2. Qualitative research sessions are getting longer. Tracking has gone from a term used almost exclusively in relation to quantitative research to a new form of ethnography. Through repeated in-home or online communication with respondents, (we refer to this as “multi-touch” research) researchers are getting to know consumers on a more intimate level, and are able to drive more insight revelation than with single-touch methods. Additionally, researchers are starting to design longer focus group sessions (2+ hours) and longer interview lengths (1+ hours) among smaller sample sizes.
3. Standard ways of crunching and presenting data are taking a back seat to edgier methods of reporting, such as story telling and Pecha Kucha. Though analysis is just as in-depth, researchers are finding more imaginative ways to bring data to life for their clients. Storytelling was presented as a creative and personal way to put clients in the minds of their consumers, while Pecha Kucha (presentations lasting around 6 minutes, or 360 seconds, typically spending only 20 seconds per slide) has proven to be a useful method for presenting to high-level boards of directors who want the information and want it fast.
Now it’s time to really sink my teeth into all the ideas that were shared at this year’s Congress, as we strive to keep Sentient connected to leading-edge methods and best-in-class learning. Here at Sentient we’re looking forward to ESOMAR Qual in Barcelona in November, at which Aaron and Stacy will present as part of the “Future Shapers” track.
Over the course of four days of workshops and presentations, three key themes stood out:
1. Quantitative surveys are getting too long. Both in Europe and in other parts of the world, researchers are being faced with changes in legislation that aim to prohibit lengthy telephone surveys, and are even seeking to curb the maximum length of online surveys. Analysts are finding respondent engagement is higher the shorter the survey, and many believe that data quality suffers as a result of questionnaires containing too many or repetitive questions. The recession is also cause for many to be concerned about survey length, as longer surveys typically equal higher costs. At Sentient we’ve found the more engaging and task-oriented the surveys are, the higher consumers’ tolerance for spending time with them. So in addition to paying close attention to length, we’re continuing to look at engagement factors as well.
2. Qualitative research sessions are getting longer. Tracking has gone from a term used almost exclusively in relation to quantitative research to a new form of ethnography. Through repeated in-home or online communication with respondents, (we refer to this as “multi-touch” research) researchers are getting to know consumers on a more intimate level, and are able to drive more insight revelation than with single-touch methods. Additionally, researchers are starting to design longer focus group sessions (2+ hours) and longer interview lengths (1+ hours) among smaller sample sizes.
3. Standard ways of crunching and presenting data are taking a back seat to edgier methods of reporting, such as story telling and Pecha Kucha. Though analysis is just as in-depth, researchers are finding more imaginative ways to bring data to life for their clients. Storytelling was presented as a creative and personal way to put clients in the minds of their consumers, while Pecha Kucha (presentations lasting around 6 minutes, or 360 seconds, typically spending only 20 seconds per slide) has proven to be a useful method for presenting to high-level boards of directors who want the information and want it fast.
Now it’s time to really sink my teeth into all the ideas that were shared at this year’s Congress, as we strive to keep Sentient connected to leading-edge methods and best-in-class learning. Here at Sentient we’re looking forward to ESOMAR Qual in Barcelona in November, at which Aaron and Stacy will present as part of the “Future Shapers” track.
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