Research doesn’t have to be this big daunting and expensive task, Strategic planner and researcher Thomas McGillick takes B&T through how agencies can make research affordable and practical.
Hiring a data specialist to pour over whatever numbers the client can provide isn’t the only way to go about catering to this increasing appetite for quantification.
The trade off between the prohibitive cost and timeframe of rigorous research, and the underwhelming product of ad hoc methodologies means agencies still don’t do as much of their own research as would benefit them.
The impracticality of robust research, as far as agencies are concerned, is driven by three factors:
- The cost of recruiting the respondents
- The cost of incentivising the respondents
- The time it takes to design and conduct
So the challenge then, is to design research that avoids these impracticalities, but also yields useable results.
Instead of just postulating, I’ve conducted two research projects, each project ignored traditional cost structures and demonstrated how rigorous research can be affordable for agencies.
Here’s how I approached each of those three impracticalities:
Cost of recruitment
This is a pretty straightforward one. For whatever defines us as a individual, there is an online community that can be tapped for research respondents. My study recruited respondents through Yik Yak and Reddit. I had 20 responses within two hours, and by the time I chose the six to interview, I’d had a fairly lengthy email correspondence with each one.
Cost of incentivising the respondents
Another unavoidable cost if your research is to be useful and at all valuable. Saving here is about finding a way to pay by the question rather than by the respondent. If you have 10 questions to ask an cohort of 1000, and I have five questions, let’s split the cost of those 1000 incentives into 15 parts and only pay for what we need.
The time it takes to design and conduct
So often, the first half of a large research debrief will filled with answers to category questions that don’t offer value for money. We shouldn’t have to ask these Usage and attitudinal questions every time. Wouldn’t it be better if those questions were already answered, and commissioning research meant laying our own questions over the top of that?
Click here to read McGillick’s “10 Current Trends Shaping The Future Of Car Ownership” research and “How Are Young People Using Social Media” research.
Please login with linkedin to commentThe Beef Oracle
B2B marketers could learn a thing or two from their B2C colleagues, argues WP Engine VP APAC sales Mark Randall in this guest post. It surprises me how many B2B organisations are not quite hitting the mark when it comes to reaching their audience. When talking directly to businesses, many brands are missing an opportunity […]
The majority of adverts uploaded to Facebook aren’t created for Facebook as its priority. This is causing huge inefficiencies and poor performance for brands, many of whom are facing up to shrinking budgets. Tom Phillips (main photo) managing director at Connecting Plots shares lessons from 12 campaigns they optimised for auto brands… It’s no secret […]
On Wednesday, 21 October 2020, the PR industry was bolstered by the launch of the Public Relations Institute of Australia’s (PRIA) first University Mentoring Program in New South Wales, adapting the traditional face-to-face program to a virtual format for the first time. In collaboration with the University of Technology Sydney (UTS), the PRIA NSW Young […]
JCDecaux has developed a dynamic digital campaign with live timetable data where commuters can access their money from MyPayNow while waiting for the bus. In an exclusive nationwide Out-Of-Home campaign, JCDecaux’s SMARTFRAME digital assets are broadcasting bus arrival times, letting commuters know how far away their next bus is – and just how easy it […]
Rokt has today announced an investment of US$80M. The capital will help accelerate research & development and support the expansion of its client base into new verticals and geographies as Rokt continues to make e-commerce smarter, faster, and better. The funding round was led by Rokt’s largest institutional shareholder TDM Growth Partners , and supported […]
PayPal Australia and Buy From The Bush have joined forces to launch a new online marketplace to showcase rural Australian small businesses in time for Christmas. The expanded partnership aims to build stronger connections between bush businesses and Australians in cities and suburbs across the country. The new Buy From The Bush Marketplace is an […]