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The importance of consumer behavior

Posted by on Jul 22, 2020 in by DataDiggers, by MyVoice | 0 comments

Wouldn’t it be awesome for advertisers to learn just what causes their target audience to prefer a certain product over others? This knowledge, if interpreted and properly implemented, may have the potential of selling anything to anyone.

Big companies, from Ford to Apple, have spent large amounts of money researching consumer behavior over the years because they wanted to learn how people make purchasing decisions and exactly triggers those decisions. Probably not all companies have billions of dollars to allocate to a detailed consumer study, but that doesn’t mean they can’t at least try to analyze their customers’ demands.

But what exactly is consumer behavior and how does it work? Let’s dig deeper into the dynamics of it.

  • According to Engel, Blackwell, and Mansard, ‘consumer behavior is the actions and decision processes of people who purchase goods and services for personal consumption’,
  • According to Louden and Bitta, ‘consumer behavior is the decision process and physical activity, which individuals engage in when evaluating, acquiring, using or disposing of goods and services

On a more general note, consumer behavior is the analysis of how individual consumers, groups or organizations pick, buy, use and dispose products, goods and services to fulfill their needs and wishes. This corresponds to the actions of customers in the marketplace and the fundamental reasons behind those actions.

Marketers hope that by knowing what drives consumers to buy specific goods and services, they will be able to assess which items are needed on the market, which are outdated, and how best to sell the goods to customers.

            And why should companies care for their consumers’ behavior?

Knowing customer behavior is important for an organization to be effective both in terms of its existing products and in terms of new product releases. Each customer has a specific thought process and mindset towards the buying of a single product. When an organization refuses to consider the consumer ‘s response to the product, there is a strong probability of failure of the product.

Consumer behavior is also evolving due to changing fashion, technology, lifestyle, disposable income and related influences. Marketers need to consider the trends that are evolving so that campaign strategies can be matched accordingly.

According to a Salesforce report, 76% of consumers expect companies to understand their needs and expectations. This means that if you don’t understand what a consumer wants before they can tell you, they’re probably taking their business elsewhere.

             And what are the aspects that affect customers to say ‘yes’? There are three types of influences that affect customer behavior:

  1. Personal factors: the preferences and perceptions of individuals that could be affected by demographics (age, class, history, etc.).
  2. Psychological factors: the individual’s reaction to a marketing message depends on their beliefs and attitudes.
  3. Social factors: family, friends, educational status, social media, employment, all affect customer behavior.

As mentioned above, companies that not only solve but also demonstrate that they solve actual customer challenges are the ones that dominate the competition today. Consumer behavior observations can also be used to inform nearly all aspects of the business campaign. That could include what content you will provide on your website/blog and other social media channels, the kinds of stories you share in your videos and display advertisements, or even how you adapt your product lines to offer what the user needs.

Let’s consider an example regarding the type of content the marketing team of a business may create in the upcoming weeks. If your business specializes in products for women, a plan could be to create a number of posts about gifting beauty products this quarter. When analyzing consumer behavior, you may notice that the offer “Valentine’s Day women gifts” gains more searches than “Women gift ideas for anniversary”. Although the differences aren’t that big, the subtle chance in the way you arrange the keywords to your content could make a difference in the number of visitors your website may attract.

Understanding customer behavior will allow you to create stronger marketing materials. You can generate improved copywriting, pick more suitable pictures, and deliver messages to the viewers that resonate with them.

Besides marketing campaigns, other frequent factors that could influence consumers behavior are:

  • Economic conditions – especially for expensive products such as houses or cars that require extra attention and thinking.
  • Personal preferences – if you’re vegetarian, it doesn’t matter how many ads containing meat you will see, your opinion and preference on them will still remain the same and you won’t start eating meat.
  • Group influence – peer pressure also affects consumer behavior. How our family friends, colleagues, neighbors and acquaintances say or do will play a major role in our decision-making.
  • Purchasing power – if you are not a millionaire, you might have to take your budget may into account before making any buying decisions.

There are three types of buyers: unconflicted, spendthrift, and tightwads. Each of these customers makes buying choices differently, and you’ve got to approach them at multiple moments in the selling funnel.

Consumer behavior knowledge can be derived in a number of ways. These may come from insights provided by the marketing or distribution systems, may be the product of surveys, or may come from your own review of publicly accessible data (such as search engine results). The more you recognize your target client, the more you can tailor your marketing strategies to lure those individuals.

In summary, advertisers who exploit consumer behavior data will inevitably take giant strides forward in their race against rivals to reach out to their customers. If consumer behavior is driving your marketing campaign right now, you might be losing out on valuable marketing opportunities right in front of you.

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Highest-rated movies of all time

Posted by on Jul 17, 2020 in by DataDiggers, by MyVoice | 0 comments

Hello everyone! We are back with a new article, this time a little different, but also from the “Top” sphere. To further diversify the content, we thought of including other categories in our already known series.

Given the fact that things have taken a more inappropriate turn and we have come to spend more time again than necessary in our homes, we want to fill your days (or nights) with pleasant activities. Therefore, today we will talk about movies, about their genres and which are the most popular. In other words, what movies should we not miss in this life, if we want to see quality content. Of course, the top of these movies will be given by knowledgeable people.

We are all familiar with the IMDb site. IMDb is the world’s most popular and authoritative source for movie, TV and celebrity content, designed to help fans explore the world of movies and shows and decide what to watch. The name is an acronym for Internet Movie Database.

  • Comedy movies

Comedy is a genre of film that focuses on humor. Such films are intended to make the viewer laugh through amusement, and most often work by exaggerating comedic effects. Traditionally, movies of this form have a happy ending (black comedy being an exception). Some of the oldest genres of film, some of the very first silent movies were comedies, as slapstick comedy mostly relies on visual images, without the need for sound. When sound recordings became more popular in the 1920s, comedy recordings took another turn, as laughter could be the product of burlesque scenes, but also of dialogue.

According to IMDb and its rating, the top 3 greatest comedy films of all time are:

  1. Modern Times – a 1936 American silent comedy film written and directed by Charlie Chaplin in which his iconic Little Tramp character struggles to survive in the modern, industrialized world (8.5/10 Rating),
  2. Strangelove or: How I Learned to Stop Worrying and Love the Bomb – a 1964 black comedy film that satirizes the Cold War fears of a nuclear conflict between the Soviet Union and the United States (8.4/10 Rating),
  3. Monty Python and the Holy Grail – a 1975 British comedy film reflecting the Arthurian legend, written and performed by the Monty Python comedy group (Chapman, Cleese, Gilliam, Idle, Jones and Palin), directed by Gilliam and Jones (8.2/10 Rating).

  • Romance movies

Romance movies or romance movies are romantic love stories captured in visual media for broadcast on theaters and on TV that concentrate on desire, sentiment and the affectionate romantic presence of the protagonists and the path that their love brings them through dating, courtship or marriage. Romance films make the romantic love tale or the quest for deep and true love and happiness, the main subject of the movie. Romantic films serve as great escapes and fantasies for viewers, especially if the two people finally overcome their difficulties, declare their love, and experience life “happily ever after”, implied by a reunion and final kiss.

According to IMDb and its rating, the top 3 greatest romance films of all time are:

  1. Casablanca – a 1942 American romantic drama film directed by Michael Curtiz based on Murray Burnett and Joan Alison’s unproduced stage play Everybody Comes to Rick’s. This story presents a cynical American expatriate that struggles to decide whether or not he should help his former lover and her fugitive husband escape French Morocco (8.5/10 Rating).
  2. Gone with the wind – a 1939 American epic historical romance film adapted from the 1936 novel by Margaret Mitchell. This movie tells the story of a manipulative woman and a roguish man that conduct a turbulent romance during the American Civil War and Reconstruction periods (8.1/10 Rating).
  3. Scent of a woman – a 1992 American drama film produced and directed by Martin Brest that tells the story of a preparatory school student who takes a job as an assistant to an irritable, blind, medically retired Army officer (8/10 Rating).

  • Drama movies

Drama Films are critical depictions or tales of scenes or circumstances in life that depict believable characters in conflict with either themselves, others or the forces of nature. A dramatic film shows us people at their best, their worst, and all in-between. Each type of subject-matter themes has various kinds of dramatic plots. Dramatic films are perhaps the biggest film genre as they span a vast variety of films.

According to IMDb and its rating, the top 3 greatest drama movies of all time are:

  1. The Shawshank Redemption – a 1994 American drama film written and directed by Frank Darabont, based on the 1982 Stephen King novella Rita Hayworth and Shawshank Redemption. It tells the story of banker Andy Dufresne (Tim Robbins), who is sentenced to life in Shawshank State Penitentiary for the murders of his wife and her lover, despite his claims of innocence (9.3/10 Rating)
  2. The Godfather (a classic honestly) – a 1972 American crime film directed by Francis Ford Coppola who co-wrote the screenplay with Mario Puzo, based on Puzo’s best-selling 1969 novel of the same name. This movie shows the story of the aging patriarch of an organized crime dynasty that transfers the control of his clandestine empire to his reluctant son (9.2/10 Rating).
  3. The Godfather II – a 1974 American crime epic that Francis Ford Coppola produced, directed, and co-wrote with Mario Puzo, starring Al Pacino, Robert Duvall, Diane Keaton, and Robert De Niro. The early life and career of Vito Corleone in 1920s New York City is portrayed, while his son, Michael, expands and tightens his grip on the family crime syndicate.
  • Action movies

Action movies typically contain a confrontation between a hero or a group of heroes and one or more villains. Movies like this nearly always hit a climax at the conclusion of a war between the hero and the villain. This climax normally involves some of the most impressive sequences and special effects of the film. To create these special effects and spectacular action scenes, directors use computer-generated images, or CGI. Since the invention of CGI, more and more action films have been based on comic-book superheroes like Superman, Batman and the X-Men.

According to IMDb and its rating, the top 3 greatest action movies of all time are:

  1. The Dark Knight – a 2008 superhero film directed, produced, and co-written by Christopher Nolan. When the menace known as the Joker wreaks havoc and chaos on the people of Gotham, Batman must accept one of the greatest psychological and physical tests of his ability to fight injustice (9/10 Rating).
  2. Inception – a 2010 science fiction action film written and directed by Christopher Nolan, who also produced the film with his wife, Emma Thomas. The film stars Leonardo DiCaprio as a professional thief who steals information by infiltrating the subconscious of his targets. He is offered a chance to have his criminal history erased as payment for the implantation of another person’s idea into a target’s subconscious (8.8/10 Rating)
  3. Matrix – a 1999 science fiction action film written and directed by the Wachowskis. The movie stars Keanu Reaves and Laurence Fishburne and presents the story of a computer hacker that learns from mysterious rebels about the true nature of his reality and his role in the war against its controllers (8.7/10 Rating).

  • Adventure movies

Adventure movies are adventurous narratives that offer new discoveries or exotic locations. Adventure films are somewhat close to the adventure film genre in that they are structured to provide the audience with an action-filled, exciting experience. Other than the prevalent focus on brutality and conflict seen in action films, though, the audience of adventure films will exist vicariate through journeys, conquests, explorations, empire-building, challenges and circumstances facing key characters, real historical figures or protagonists.

            According to IMDb and its ratings, the top 3 greatest adventure movies of all time are:

  1. The Lord of the Rings: The Return of the King – a 2003 epic fantasy adventure film directed by Peter Jackson, based on the third volume of J. R. R. Tolkien’s The Lord of the Rings. Globally, the film is one of the highest grossing films in cinema history. The film won 11 Academy Awards at the 2004 Oscar ceremony including Best Picture, sharing the world record for most academy awards received with Ben-Hur and Titanic, and also was the first fantasy film to win Best Picture (8.9/10 Rating)
  2. Inception – the same 2010 movie from earlier about the thief who steals corporate secrets through the use of dream-sharing technology is given the inverse task of planting an idea into the mind of a C.E.O (8.8/10 Rating)
  3. The Lord of the Rings: The Fellowship of the Ring – a 2001 epic fantasy adventure film directed by Peter Jackson, based on the first volume of J. R. R. Tolkien’s The Lord of the Rings. In this one, A meek Hobbit from the Shire and eight companions set out on a journey to destroy the powerful One Ring and save Middle-earth from the Dark Lord Sauron.

Consider what your life would be like without movies. They may not play a major part in your day-to-day life, but they are sure to have had some form of effect on you over the years. Without them, we could not make important realizations about ourselves or about the world around us that could affect our lives. The fact is, because of the potential of a film to communicate and entertain in such a consumable manner, it is very effective at transmitting messages that may provide a great deal of impact for individuals. Obviously, this is not universally valid. Not all movies offer a proper education, but it is important to have a sense of responsibility and choose what is best, depending on what interests us. Movies can be fun, but don’t underestimate how much they can provide to our society.

Thank you for being here and this time, we hope that in the future we will be able to bring equally interesting topics that can be read by as many people as possible. Until next time, share us your favorite movies and make your voices be heard!

 

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About IDIs (In-depth interview)

Posted by on Jul 9, 2020 in by DataDiggers, by MyVoice | 0 comments

In-depth interviewing is a qualitative analysis method which requires undertaking intensive individual interviews with a limited group of people to investigate their opinions on a given topic, project, or circumstance. For example, we might ask participants, employees, and others affiliated with a program about their program-related perceptions and aspirations, their feelings about certain program activities, procedures, and outcomes, and any improvements they see as a result of their program participation.

An IDI typically takes anywhere between 30-90 minutes and it can be done either online, in an online chatting platform environment, face to face or by telephone.

When you want accurate details about a person’s feelings and actions or wish to discuss new topics in depth, in-depth interviews are helpful. Interviews are also used to provide explanations for certain statistics (such as result reports), giving a more detailed understanding of what happens and why in the system. You may have assessed a rise in youth attendance to a facility, for example, because by in-depth interviewing you can discover that a youth noticed that she was going to the facility as she spotted a new sign outside of the promotional youth hours clinic. You would also be able to interview a medical staff member to find out their stance on “youth friendliness” at the medical.

There are a lot of factors that determine whether or not it is a good idea to add in-depth interviews to your research mix. The most notable ones are mostly related to research objectives or research constraints, including timelines, budgets and other chosen strategies.

Advantages

  • In-depth interviews allow the interview and conductor to establish a rapport that can produce a lot of insightful information.
  • In-depth interviewers have the opportunity to ask follow-up questions or re-cover key questions to gather rich information about perspectives and attitudes.
  • Researchers can focus on the data presented by one respondent versus a whole group.
  • In-depth interviews are opportunities to pinpoint valuable data points that can be used organization-wide.
  • Interviewers can monitor changes in tone and word choice to gain a deeper understanding. (Note, if the in-depth interview is face-to-face, researchers can also focus on body language.)
  • There are none of the potential distractions or peer-pressure dynamics that can sometimes emerge in focus groups.

Disadvantages

  • In-depth interviews are quite time consuming, as interviews must be transcribed, organized, analyzed, and reported.
  • If the interviewer is not highly skilled and experienced, the entire process can be undermined.
  • The process can be relatively costly compared to other methods. (However, telephone in-depth interviews vs. in-person can significantly reduce the costs.)
  • Participants must be carefully chosen to avoid bias, and this can result in a longer vetting process.
  • Participants typically expect an incentive to participate, and this must be carefully selected to avoid bias.

The process for conducting in-depth interviews follows the same general process as that followed for other research: planning, developing tools, collecting data, analyzing data and disseminating findings.

At DataDiggers we offer a variety of services, including IDIs. We conduct in-depth interviews in all the countries where we own strong and fast growing proprietary online panels across Europe, Middle East, Africa, Asia and the Americas, as well as around the world via carefully chosen local partners.

The interviewees are either recruited in advance or, in case of the IDIs conducted online, they can be recruited in real time while they complete an online survey, based on their answers to previous questions. DataDiggers offers professional interviewers that are native speakers of each official local language in the countries we cover. This way we make sure that there is no bias caused by language difficulties and the respondent has a pleasant experience at the same time. In case client wants to use its own interviewer, we can also handle only the recruitment and the incentive parts, while client will do the rest.

All the IDI sessions are recorded and the end client (or other party involved) has the possibility to monitor the process in real time.

In conclusion, in-depth interviews are typically done after the benefits and drawbacks have been measured, but all of them follow the same course of action: preparing, developing instruments, training interviewers, gathering data, reviewing data and disseminating results. Regardless, it can be a highly effective research tool that can uncover valuable, insightful data if done correctly and with the right researcher.

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Top 3, in Brazil

Posted by on Jun 30, 2020 in by DataDiggers, by MyVoice | 0 comments

While Brazil is struggling with a strong pandemic, we thought of writing an article about the beauties of this land, to show the world that there are not only negative aspects on which we should focus at the moment, but also good ones. Therefore, today’s article is, as the title says, a new Top 3 about the largest country in both South America and Latin America – Brazil, officially the Federative Republic of Brazil.

Being the fifth largest nation in the world, it is very easy to recognize it shape on the map. It looks almost like a huge triangle on the triangle on the eastern side of the continent in the Atlantic Ocean with a coastline of 4,500 miles (7,400 kilometers). It shares borders with all countries in South America, except Chile and Ecuador.

Until recently, scientists thought Brazil was first settled by Asians about 10,000 years ago. But new evidence shows there were people living there at least 32,000 years ago. During the great European explorations of the late 15th century led by Portugal and Spain, Brazil was added to the world map. When Europeans first reached Brazil’s coast, the country was home to approximately 30 million indigenous people, or Amerindians. Today, there are only about 300,000 left, mainly living in the remotest places in Brazil.

Currently, Brazil has a population of over 211 million people. Let’s find out most populous cities from here:

  • São Paulo – approximately 12.25 million people (also the capital)
  • Rio de Janeiro – 6.72 million people
  • Brasilia – 3.02 million people

Brazil’s population is very diverse, and contains many races and ethnic groups. Historically, Brazil has undergone significant degrees of national and racial admixture, linguistic assimilation, and syncretism. Brazil’s population is said to be among the world’s most diverse. With that being said, Brazilians typically trace their descent from 3 sources:

  • Europeans
  • Amerindians
  • Africans

Brazilians are quite proud of their football. In fact, association football is the most played sport in Brazil and it has been tied to the country’s national identity. Fun fact, more than any football team in history, the Brazil national football team has the greatest number of wins in the FIFA World Cup football tournaments. That’s how much they take their football seriously. The most famous football players from this country are:

  • Pelé
  • Ronaldo
  • Ronaldinho

We talked about people and history, it’s time to move on to nature, because there are many things to discuss here as well. Brazil has the world’s highest animal population than any other state.  It is home to 600 species of mammals, 1,500 species of fish, 1,600 species of birds and an astounding 100,000 different kinds of insects. It can be very daunting to choose a single favorite with such incredible biodiversity, which is why we have limited it to our top 3 best species you can see in Brazil:

  • Anacondas (They have been recorded at sizes of up to 9m long, with weights going as high as 70kg, though folklore and historical reports alike claim that these snakes can grow up to 30m in length.
  • Giant armadillos (= they’re exactly what they sound like – an armadillo that can grow up to an impressive 80kg, measuring 1.5m from nose to tail.)
  • Jaguars

We don’t all have the adventurous spirit in our blood, so for the rest of the people who want to visit Brazil, there other alternatives besides jungle. Brazil is home to so many magnificent beaches, so it’s no joke that a bikini cut is named after it— the nation is not only riddled with gorgeous beaches, but those beaches are also a huge part of its culture, particularly in Rio. The 3 most famous are:

  • Copacabana (which is a pretty famous one around the world)
  • Ilha Grande (once used as a quarantine place for people with leprosy)
  • Ipanema (great for surfing)

Brazil is both a tropical paradise for tourists and an exciting cultural destination with attractions for all tastes, from idyllic beach holidays and jungle explorations to world-class art museums and Rio’s Carnival’s pulsating rhythms. There are many attractions worth mentioning, but we’ve managed to pick the most rated ones:

  • Cristo Redentor (Christ the Redeemer) – With arms outstretched 28 meters, as if to encompass all of humanity, the colossal Art Deco statue of Christ gazes out over Rio de Janeiro and the bay from the summit of Corcovado.
  • Sugar Loaf – The easily recognized emblem of Rio de Janeiro, the rounded rock peak of Sugar Loaf juts out of a tree-covered promontory, rising 394 meters above the beaches and city.
  • Iguaçu Falls – At the point where Brazil, Paraguay, and Argentina meet, the Iguaçu river drops spectacularly in a semicircle of 247 waterfalls that thunder down into the gorge below.

Dance is very important in Brazilian folk culture. So, there are dozens of local genres of dances, and many variations within each of them. Even within the same state, you’ll find different folk dances according to where you go. Here are 3 traditional Brazilian dances worth knowing about:

  • Samba – Its origins lie in the west coast of Africa, coming to Brazil through slavery. It is the music genre and dance most closely linked to Rio de Janeiro.
  • Jongo – sometimes known as caxambu – was brought over to Brazil through slavery and is thought to have originated from Angola.
  • Carioca funk – Funk is a mix of Miami bass and African-style music, producing an underground, gritty sound – often accompanied with controversial lyrics about women, sex and drugs.

Brazilians love to throw a festival, as can be seen with their world-famous annual carnival, where everyone from youngsters to the elderly leap with complete passion and fun-spirit into the festivities. We are exploring the top 3 festivals you have to consider on your trip to Brazil:

  • Festa de Iemanjá – one of the key religious festivals that that make up the Afro-Brazilian calendar. In this celebration, the religions of Candomblé and Umbanda honor the African deity and goddess of the sea, Iemanjá.
  • Carnival – one of the best-known festivities in the country. It occurs between the months of February and March, starting on Friday and extending until the Carnival Tuesday, which precedes Ash Wednesday. During this period, the famous parades of the samba schools take place.
  • Festa Junina – Several striking features make up the Festa Junina, among them the Quadrilha, a danced staging of what a marriage ceremony in the rural environment would be like.

There would be much more to say about this wonderful country, but we would turn this article into a whole novel. In order to end this post, we need one more category – food. The typical food of Brazil has many influences. The Portuguese had a huge impact in shaping Brazil’s culture and traditions. Brazilian food has also been influenced by other European, African, South American, and Asian countries. We’ve gathered the best 3 traditional dishes:

  • Picanha – Barbecued meat is a Brazilian speciality. Picanha (rump) is the most popular cut and it is seasoned with only salt before it’s cooked to perfection.
  • Feijoada – A rich, hearty stew made with different cuts of pork and black beans. It is the national dish and is served countrywide.
  • Moqueca – delicious fish stew which is served piping hot in a clay pot.

We cannot end this presentation without taking into consideration your opinions, so feel free to tell us if we missed any important facts about the amazing Greece. Share them in a comment, for the world to know! If you love to express your opinions, we can give more power to your voice. The more we are, the more powerful! Join one of our panels! 

 

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Focus groups vs online communities

Posted by on Jun 23, 2020 in by DataDiggers, by MyVoice | 0 comments

The lines of battle are drawn for a confrontation at the center of qualitative market analysis, a fight between old and modern. On the one hand, is the online research pioneer– cost-effective, versatile and with the capacity to monitor the respondents over time. On the other hand, are the conventional face-to-face methodologies – tested and proven, successful methods that boast the personal touch.

The use of online methodologies, especially research communities, continues to rise as both clients and respondents accept them as legitimate primary research approaches.

Since first invented by Robert Merton at the Bureau of Applied Social Research, the venerable focus group has been a go-to market research solution. However, times change and innovation is marching forward. Online communities are clearly a much better choice for many important research projects in the market today.

A focus group is a type of observational analysis in which a group of people is asked about their thoughts, beliefs, suggestions, and input on a product, service, or other topic of interest. Questions are posed in an open community environment where members and the moderator are able to communicate with each other. Typically, focus groups are conducted in person at a central location (or online), last two hours, and comprise 8-12 participants from a single segment.

As market research experts, we offer a variety of services that cover all your business needs. In fact, DataDiggers does online focus groups in all the countries where we own strong and fast growing proprietary online panels across Europe, Middle East, Africa, Asia and the Americas, as well as around the world via carefully chosen local partners.

The participants to the online focus groups are recruited from our own online panels via a short online survey. Whoever qualifies and accepts to participate in the subsequent online focus group is asked to login the online focus group platform at a certain date and hour and get involved in the discussion as much as possible.

An online community, also known as a “Market Research Online Community” (or MROC), is also a type of observational analysis in which a group of people are surveyed about their attitudes, opinions, ideas and suggestions regarding a product, service or other subject of interest. Questions are answered through a series of immersive study events such as polling, picture markups, message forums and online simulations with the whole group of participants and/or in individual, one-on-one conversations. Participants communicate over their computer, laptop and/or cell phone with each other and the moderator. Virtual groups are performed online, last one to two weeks, and involve 50-150 members (often from different segments).

No one could have predicted twenty years ago how much time we would spend on the Internet. Today, nearly everyone owns a small device that allows them to access the internet anywhere, anytime.

Even if you don’t want to fully substitute the tried and tested approaches with an online market research community, MROCs will supplement conventional methods at the very least, because they have some distinct advantages when it comes to obtaining consumer insight.

  • A MROC may be an option and is more cost-effective and easier to manage. This will also allow you to draw from a much greater sample size – and that doesn’t mean you have to trade accuracy for quantity either. An online market research community will continue as long as you want, offering enough opportunities to participate and have constructive contact with each group member.
  • Everyone who has held a focus group understands that some people will be less honest than others, be it out of shyness or fear of revealing offensive things. Participants are more likely to feel at ease in an online environment, offering a free-flowing conversation of truthful, unfiltered input which will allow researchers to gather more valuable insights.
  • Because online market research communities may be performed over an infinite amount of time, the conversation may be more spontaneous, with members of the group reacting spontaneously when they really have something to say – rather than requiring an answer in a time-limited environment. Researchers will directly follow the evolving relationship between a person in the MROC and an item.

We could say that both groups involve bringing together people to provide feedback that is essential for marketing and product development, but they do operate in various ways.

People are living a lot of their lives online now, so it is only logical that market research should meet with them there. Although conventional focus groups often provide the irreplaceable value of human contact in-person, it is clear to see that online market research communities provide a number of unique advantages that make them a critical resource for performing market research in the 21st century.

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