Surveys are often used in combination with focus groups, but are also a very effective stand-alone research method. Using a carefully-selected sample of target customers, a professionally prepared and analyzed survey provides statistical answers to important questions. It provides the confidence necessary to make important decisions, because the results are accurate to an exact percentage.
Surveys are versatile; they can be used to explore many subjects, including product testing, perceptions of service quality, or a strategic competitive analysis. To discover the percentage of your current or potential customers who purchase a product or service, or who hold a particular opinion, feeling, or perception, surveys are the best answer.
Some companies try to conduct and tabulate their own surveys, but construction of survey questions, selection of samples, collection and interpretation of data is best left to an experienced, objective professional. It might seem more economical to do it yourself, but if the quality or quantity of data collected is not sufficient to take action, the time and money invested will have been wasted. Market Trends Research has designed and analyzed hundreds of surveys, so we know how to ask the questions that get the answers your company needs!
To ensure complete satisfaction, Market Trends Research defines the objectives, constructs the survey questions, selects the most appropriate methodology, ensures that the survey is accurately administered, then provides a full statistical and interpretive analysis of the results, a comprehensive research report including graphics, an in-depth examination of the survey results, accurate reporting of the results, including the margin of error for each question, and suggestions for implementation of the survey results.
Mail or Telephone Survey?
The two key advantages of a telephone survey are the speed of data collection, and the ability to probe respondents for additional information. Other advantages are that anonymity can be maintained and the characteristics of respondents can be more easily controlled.
The disadvantages of telephone surveys are that they can be more expensive when compared to mail, complex questions can sometimes be hard to administer, and respondents cannot be shown any printed material.
The main advantage to mail surveys is that very large numbers of people can be surveyed for a relatively low cost. The main drawback of this methodology is that since you cannot control who responds to the survey, the data may not be representative of the target population. This can lead to misleading or inaccurate results.
Monday, November 3, 2008
McCain is Apple, Obama is Nokia
CHICAGO — Research revealed today from Synovate gives a remarkable insight into how the two candidates in this year's US presidential election have built their personal brands. In the study, conducted before the principal acute financial crisis and again afterwards, results show striking differences in the issues which connect each candidate with voters.
Barack Obama connects strongly with registered voters on four main issues: healthcare, the desire for change, the Iraq war and education. These four were the most important issues for just under 60% of voters prior to the financial crisis, and just over 60% afterwards. Among women this figure is even higher at nearly 70%.
The study also showed that Obama is resonating more strongly with voters on the economy, more than doubling his connection with voters on this issue, from 5.1% in Synovate's pre financial crisis survey to 10.6% in the post survey. Voters continue to rate McCain much lower on the economy, indicating that he is still not connecting with them on this issue.
In fact, John McCain does not have a strong connection to the electorate on any one specific issue. The highest connection he establishes is on the Iraq war, with only one in ten respondents citing this as the chief issue that they identify with McCain both before and after the financial crisis.
Ged Parton, CEO of Synovate's Brand & Communications practice, explains: "You can summarise these two brand strategies as 'you you you' and 'me me me'. Obama pins himself to a handful of key issues, and makes himself accountable to them, in much the same way that a brand like Nokia sells itself on its key service attributes. This is about what 'you' – the consumer or the voter – is encouraged to buy into. It centres around what he can do to make your life better.
"In contrast, McCain's approach to his own brand is to focus on the personal: himself, his experience, and his military background. This is a tricky strategy, used by brands like Diet Coke and Apple. It is characterised by a confidence to shout about who they are, rather than features or benefits. On the surface, it isn't the most obvious association, but, like McCain, these brands simply put out their stall and expect you to work out why you should like them.
"With Obama continuing to grow his lead in the polls, it looks like the 'you you you' approach is working with voters for now."
The study polled more than 1700 registered voters in total across the US in early and late September using Synovate eNation.
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Note to editors:
The two surveys were conducted with registered voters ages 18+ using Synovate eNation. The first survey was conducted with 877 voters prior to the collapse of Lehman Brothers. The second survey was conducted with 879 voters after Congressional bailout negotiations had begun but prior to the Congressional vote on the $700 billion bailout package. Charts showing how the candidates were rated on specific issues are listed below.
Barack Obama connects strongly with registered voters on four main issues: healthcare, the desire for change, the Iraq war and education. These four were the most important issues for just under 60% of voters prior to the financial crisis, and just over 60% afterwards. Among women this figure is even higher at nearly 70%.
The study also showed that Obama is resonating more strongly with voters on the economy, more than doubling his connection with voters on this issue, from 5.1% in Synovate's pre financial crisis survey to 10.6% in the post survey. Voters continue to rate McCain much lower on the economy, indicating that he is still not connecting with them on this issue.
In fact, John McCain does not have a strong connection to the electorate on any one specific issue. The highest connection he establishes is on the Iraq war, with only one in ten respondents citing this as the chief issue that they identify with McCain both before and after the financial crisis.
Ged Parton, CEO of Synovate's Brand & Communications practice, explains: "You can summarise these two brand strategies as 'you you you' and 'me me me'. Obama pins himself to a handful of key issues, and makes himself accountable to them, in much the same way that a brand like Nokia sells itself on its key service attributes. This is about what 'you' – the consumer or the voter – is encouraged to buy into. It centres around what he can do to make your life better.
"In contrast, McCain's approach to his own brand is to focus on the personal: himself, his experience, and his military background. This is a tricky strategy, used by brands like Diet Coke and Apple. It is characterised by a confidence to shout about who they are, rather than features or benefits. On the surface, it isn't the most obvious association, but, like McCain, these brands simply put out their stall and expect you to work out why you should like them.
"With Obama continuing to grow his lead in the polls, it looks like the 'you you you' approach is working with voters for now."
The study polled more than 1700 registered voters in total across the US in early and late September using Synovate eNation.
-->
Note to editors:
The two surveys were conducted with registered voters ages 18+ using Synovate eNation. The first survey was conducted with 877 voters prior to the collapse of Lehman Brothers. The second survey was conducted with 879 voters after Congressional bailout negotiations had begun but prior to the Congressional vote on the $700 billion bailout package. Charts showing how the candidates were rated on specific issues are listed below.
It’s all about me…or maybe you…
Famous personalities are brands, and the current US presidential candidates are no exception. According to new research by Synovate, John McCain and Barack Obama have more in common than you may think with some of the world’s most recognized brands.
When you think of Diet Coke and Apple, John McCain probably doesn't come to mind but he's similar to both brands in a few important ways. Each has a confidence and straightforwardness to shout about who they are and what they believe in. They don't bother talking about their features or benefits; they simply put themselves out there and expect you to figure out for yourself why you should like them. This is a classic 'me me me' strategy. These brands have chosen something to stand for and invite you to join them in their club with other like-minded folks.
Barack Obama, on the other hand, is more about what he'll do for you than what he's all about. More like Red Bull rather than Diet Coke, he's 'you you you' focused. He believes his policies offer a benefit for you and that's what he's going to shout about. This strategy is outer directed and is the basis of how he's been connecting with voters. Brands that focus on you, instead of me, talk more about the specific benefits they have that will make your life better.
With the current economic turmoil in the world, perhaps 'you you you' is a better offer for brands than 'me me me'?
Read more about how the candidates are connecting with voters here.
When you think of Diet Coke and Apple, John McCain probably doesn't come to mind but he's similar to both brands in a few important ways. Each has a confidence and straightforwardness to shout about who they are and what they believe in. They don't bother talking about their features or benefits; they simply put themselves out there and expect you to figure out for yourself why you should like them. This is a classic 'me me me' strategy. These brands have chosen something to stand for and invite you to join them in their club with other like-minded folks.
Barack Obama, on the other hand, is more about what he'll do for you than what he's all about. More like Red Bull rather than Diet Coke, he's 'you you you' focused. He believes his policies offer a benefit for you and that's what he's going to shout about. This strategy is outer directed and is the basis of how he's been connecting with voters. Brands that focus on you, instead of me, talk more about the specific benefits they have that will make your life better.
With the current economic turmoil in the world, perhaps 'you you you' is a better offer for brands than 'me me me'?
Read more about how the candidates are connecting with voters here.
Sunday, November 2, 2008
A neophytes journey into the bazar
I don,t claim to be a be guru or a punter in this segment.However what i feel about this niche segment and what i could learn in my post work MBA life . I would definetly share with all the netizens in this virtual world. Where boundaries are non existent .
Catch this blog for its diversity and intellectual gravity....
Catch this blog for its diversity and intellectual gravity....
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