Topic: Specialist Methods and Sectors

  • RECORDING: Knowledge Share: Demystifying UX Research

    RECORDING: Knowledge Share: Demystifying UX Research

    This Knowledge Share is generously sponsored by Opinion Hub , Research Rooms, Sensory Lab, Data Collection and Fieldwork, based in London with Nationwide coverage

    As a seasoned UX Researcher, Deborah Simmons is often asked about the overlap between UXR and MR. Are they really all that different, or just the same competency within a different skin? During this session, Deborah will offer insight into what differentiates UX Research from traditional MR, and how to adapt your skills to fit within the UX landscape. It will be a discursive session with plenty of time for questions.

    So, if you’re considering transitioning into UXR – or you just want to find out a bit more about it, then this taster session is for you.

    Deborah Simmons

    In 2013, following a number of years building her skills and experience in small method-neutral insight consultancies, Deborah set up Camino Insight. Her first freelance role was also her first foray into UX Research. Without any UX training the learning curve was steep and Deborah found herself navigating through the jungle of digital product development with little support to fall back on. As well as full-service projects, she now takes on Lead User Researcher roles for global brands such as Anglo American and Nissan, where she specialises in helping businesses along their journey toward digital transformation.

    WATCH THE  RECORDING HERE 

    Webinar slides : Demistifying UX Research_ICG_Oct 2023

  • RECORDING: Inclusive Research: Unveiling The Truths Of Latino Consumers

    RECORDING: Inclusive Research: Unveiling The Truths Of Latino Consumers

    Empathy is at the heart of qualitative research. Yet many factors can undermine understanding respondents, especially when working with participants from different cultures. Whether we are conscious of them or not, these factors can discourage respondents from sharing their experiences and perspectives – and hinder our efforts to uncover critical insights for business growth.

    Key takeaways from attending this webinar:

    1. Best practices for research involving Latino consumers, including research design that contributes to cultural understanding and deep disco
    2. Two successful case studies including how to communicate the key insights to stakeholders in a way that is relevant to the business and builds confidence.

    Isabel Aneyba, Managing Director, COMARKA Research

    Isabel Aneyba is founder and director at COMARKA, a cross-cultural research partner based in Austin, TX. She focuses on designing empathy experiences and innovative co-creation methods for better products and services. Her work has guided successful product and services launches in several categories including food and beverage, retail, health care and technology.

    She has done extensive research in the U.S., Mexico and LATAM. For her work toward a more inclusive industry, Isabel Aneyba received the REEL award (Research and Equitable Leadership) in 2020 and the recognition as one of the top 50 most influential insights leaders in the U.S.

    Isabel is also an ICG member.

    www.comarka.com I  512.299.2077  
    Your Effective Cross-Cultural Research Partner

    WATCH THE RECORDING HERE 

  • 8 intriguing glimpses into the minds and behaviors of GenZers and Millennials

    8 intriguing glimpses into the minds and behaviors of GenZers and Millennials

    Article by ICG member Brian Loeb, Research, Insights & Analysis for Branding, UX/CX, Strategy & Innovation

    https://www.linkedin.com/in/brianloeb/

    In a series of qualitative interviews with Gen Z and Millennial youths in Spain we explore how they communicate and a host of other behaviors and attitudes, answering 8 intriguing questions:

    • Do they need to be connected?
    • Do they feel in control of their online time?
    • Are virtual friends the equivalent of real-world ones?
    • Is communicating with older generations online different?
    • Do influencers have an impact?
    • Can spending so many hours online and on social media have a negative impact on self-esteem?
    • Are they in favor of cancel culture?
    • Are they optimistic?

    Warning: The questions are all loaded, there are no right or wrong answers, and all the answers come with caveats and flipsides!

    Do they need to be connected?

    Yes!

    Both to keep themselves entertained and to communicate

    They’re digital natives and being connected is in their nature, and it’s not just needed for entertainment but for communication with friends and family.  Miquel, who is 23, explained: “If WhatsApp were to fail and we couldn’t group chat, we’d never figure out where to meet and what to do.”

    To test how strong their need to be connected is, we asked if they would go to a remote island with no internet or connection of any kind, and most answered something similar to Leire, who is 29: “I would go for 2 weeks and only if accompanied by someone, otherwise it would be very boring. I don’t think I can go a whole month without internet.”

    And it’s not just needed for social comms, but also for work and study comms. One 17-year-old explained that before Covid her classes were all in-person and essentially all of her schoolwork too. And when she’d exceed her allowed online time her parents would take away her devices. But with Covid all her classes and schoolwork went online and even though she’s back in face-to-face classes, most of the schoolwork has remained online and so when her parents try to take her devices away they can’t because she always needs them to complete an assignment.

    Do they feel in control of their online time?

    Yes!

    But… they recognize the addictive and anti-productive nature of much of it

    The trick to this question is that they feel in control, but are they really? Our participants spent between 5 and 12 hours a day connected, and most confess that a lot of that is for purely entertainment and more of a waste of time than a productive use of it. Some periodically feel the need to detox and get reset to reality.

    Amira, who is 17, explains: “My sister stops using all social media every now and then because it consumes so much of her time. She says it’s like a social media diet.”

    And quite a few would be in favor of an option in social media apps to auto control via alerts for overuse.

    Nagore, who is 26, explains: “Parents should limit time in the case of children, and in the case of young adults we should limit ourselves. It would be interesting if the social network offered the user the option of limiting the access time. “

    According to a report by Konrad Collao of Craft Strategies, “Beyond Z: The Real Truth About British Youth”, done for Channel 4, we know that one in five GenZers say they have paused their social media use to protect their mental health.

    Are virtual friends the equivalent of real-world ones?

    No

    Virtual ‘friends’ are totally valid in their own way, but are not quite the same as ‘real’ ones

    Alba who is 32, explains “I have a very good relationship with a person that I met on Tinder that I haven’t even seen a picture of. In that sense the two relationships are equally valid. However, you cannot replace personal relationships with purely virtual ones. It is necessary at some point to go to the mountains hunting for mushrooms or something like that.”

    However, there is a bit of a flip side to that, as Ash, who is 17, explains: “I am a shy person, and it is easier for me to start talking to people online. Social Media has helped me in fostering friendships.”

    The power of Social Media to help foster friendships is backed up by a study done by PEW Research called “Connection, Creativity and Drama: Teen Life on Social Media in 2022” where 80% of US teens say Social Media allows them to be more connected.

    Is communicating with older generations online different?

    Yes!

    They do this but in different ways, especially avoiding emojis and animated gifs.

    Alvaro, who is 20, explains: “Emojis may be misinterpreted by older generations. They do not understand emojis when we use them, and sometimes when they decide to use them we do not understand what they mean because they use them badly.”

    Leire, who is 29, says: “People confuse the crying emoji with the laughing yourself to tears emoji.”

    And that is not even mention the confusion with the skull emoji which, despite its morbid first impression, quite innocuously means ‘dying of laughter’.

    On the flip side, however, not using emojis may be just as confusing, as Miquel explains: “Text-only messages are the ones that cause the most confusion because you can’t read the tone.”

    Avoiding inter-generational misinterpretations of text and emojis will only become more important as more Gen Zers enter the workforce. Gen Z workers are expected to more than triple in the United States, Australia, France, Germany, the Netherlands and United Kingdom, accounting for 30% of total employment by 2030, according to a study by Oxford Economics entitled “Gen Z’s Role In Shaping The Digital Economy” done for Snap Inc.

    Do influencers have an impact?

    Yes

    But a limited one… or it depends…

    When we asked simply if ‘influencers have an influence?’ we got some very non-committal answers, but when we asked specifically “Who influences more when selling a product, an influencer or an advertisement?” all agree that for younger demographics they would go with the influencer.

    All also seem to make their own influencer segmentation which is very subjective, but very generally divides them into 2 buckets, one full of “mindless entertainment” (silly dances and pranks) and another which promises greater value-added “educational and informative” content.

    Then, there also looms a middle gray area of fashion and self-care influencers who may be more superficial, or actually provide valuable tips.

    According to an IAB study of Influencers based on Nielsen’s InfluenceScope, Instagram is the first platform by number of influencers in Spain, United Kingdom and Italy. TikTok, meanwhile, is the first platform by number of influencers in France, Germany and the Netherlands. TikTok influencers are mostly Gen Zs (60%), while Instagram is more populated by millennials (55%). Youtube is fairly balanced with 35% and 38%.

    Can spending so many hours online and on social media have a negative impact on self-esteem?

    Yes

    But for most it’s a learning experience which they overcome.

    While none of participants felt this to be true for them currently, many have experienced this in the past and nearly all have seen negative impacts in their peers.

    Amira, who is 17, opened up about her experiences: “Previously, social media influenced my lack of self-esteem a lot because I wasn’t like the girls I saw on Social Media. Now I have realized that the physique does not matter. I have stopped watching those videos, but many of my friends continue to be affected by them and it hurts them not to be like the girls they see on social media. They change their way of dressing to look more like those stereotypes and when they do not achieve it, I see my friends are sad or even it seems sometimes they are not present when we get together to talk.”

    Results from a study by Marta Delgado of Twiga Research for the Spanish Mental Health Federation and insurance company Mutua Madrileña help to provide some idea of the dimension of the problem. In that study over a quarter, 26.4% of the 18-24 age range describe their mental health as “very bad”, and when we look at older ranges above 24, only 8.5% use the “very bad” descriptor. That said, there are a lot caveats to this finding, especially the higher access to information about mental health issues and the lower perception of the stigma attached to them, but the difference is still striking.

    And on the flipside, online content may also have a positive impact on self-esteem. According to the study “Beyond Z: The Real Truth About British Youth”, 44% of Gen Z said they had been helped to accept their body as it is by information or images they found online, almost exactly the same proportion as said the opposite.

    Are they in favor of cancel culture?

    No

    But to stop following someone who annoys them is perfectly normal and not considered ‘cancelling.’

    This question generated a lot of comments in defense of free speech, but there is an important flip side where tolerance has it’s limits, especially online where the ease of ‘cancelling’ can be done by clicking a button to unfriend or stop following…

    Alba, who is 32, explains: “I think that in social networks there is less tolerance than in society because anonymity, ease of access and immediacy come together.”

    And Ash, who is 17, explained that as a baby they were assigned female, and that as a pre-teen and early teen they read all the Harry Potter books and watched all the movies, but right at the age when Ash was beginning to identify as non-binary, JK Rowling, the author of Harry Potter, started tweeting criticisms of trans people with regards to their choice of which bathroom to they could use. Ash explained that it felt like her childhood hero (and current role model) was negating the new identity that Ash was just coming to terms with, and described it as “like a hole was being ripped out of my childhood.” Given that they felt that their identity was being attacked, it was only natural to stop consuming JK Rowling’s content and de-link themselves from the attacker.

    Are they optimistic?

    Yes and No…

    While they view their own futures positively, the future of society overall isn’t so bright…

    Anne, who is 27, offers an insightful glimpse into the conflicting currents of optimism and pessimism that the younger generations face: “The country’s economy, fake news and the lack of job options for young people are what worry me. I hope life will improve, that there will be more opportunities and that society will not demand so much in terms of beauty, money and established canons. The future in general looks ugly. But personally I think that for me the situation will improve, but I am not quite sure… Before life had defined steps (you study, work, get married) and now those steps can not be taken so easily and there are different paths. The older generations do not understand that society has changed and judge us with outdated criteria.”

    So, even though they view their own future with more optimism than that of society, in both cases the view to the future is tempered by a high degree of uncertainty.

    To wrap up, here are the 8 answers to the original questions

    • Being connected is embedded in their behaviors and culture
    • They control their time online and will waste it, or use it, as they see fit
    • Friends are friends, but virtual ones aren’t quite real
    • Communicating online with older generations requires a different lexicon
    • Influencers only influence if they let them
    • Maintaining self-esteem online is a learned skill
    • Cancel culture is not cool, but if annoyed they will stop following
    • The future is bright, unless it’s that of society in general

    This is a summary of the 15-minute session Brian Loeb lead at the IIEX Conference in Amsterdam in March of 2023. The session was more oriented to being an entertaining flyby than a deep analysis. In the coming months we will do more research and elaborate a richer analysis with insights into even more key topics such as sustainability, sexuality and gender identity. The primary research consists of 16 qualitative videoconference interviews with youths aged 17 to 34 residents in Spain in November 2022. This was augmented by secondary research with special attention paid to the following sources:

    Channel 4 – Beyond Z : The Real Truth About British Youth

    https://www.linkedin.com/events/beyondz-therealtruthaboutbritis6993156422842597376/comments/

    PEW Research – “Connection, Creativity and Drama: Teen Life on Social Media in 2022”

    https://www.pewresearch.org/internet/2022/11/16/connection-creativity-and-drama-teen-life-on-social-media-in-2022/

    Oxford Economics – “Gen Z’s Role In Shaping The Digital Economy” done for Snap Inc. https://resources.oxfordeconomics.com/hubfs/Gen_Zs_Role_In_Shaping_The_Digital_Economy.pdf

    “La situación de la salud mental en España”, elaborado por la Confederación SALUD MENTAL ESPAÑA y la Fundación Mutua Madrileña

    https://www.consaludmental.org/publicaciones/Estudio-situacion-salud-mental-2023.pdf

    Internet influencers and generation gaps – BBC Podcast with Olivia Yallop, Sarah Ogilvie and Bobby Duffy

    https://www.bbc.co.uk/programmes/m0011cg7

    Brian Loeb

  • Market Entry Strategy For India

    Market Entry Strategy For India

    Article by ICG member Priti Verma

    https://www.linkedin.com/in/priti-verma-2811208/

    Entering the Indian market requires a well-thought-out strategy that considers the unique cultural, economic, regulatory, and competitive factors. Indian market requires careful planning and consideration of various factors, and it can be complex, but with thorough planning and a well-executed strategy, organizations can position their business for success in this dynamic and promising market. It is advisable to consult with experts familiar with the Indian market to tailor the strategy to specific industry and market conditions.

    Here’s an informal guide for market entry strategy for the Indian market:

    Market Research and Analysis:

    It is imperative that organizations conduct thorough market research to understand:

    • Target audience, consumer behaviour, and preferences
    • Analyse the competitive landscape to identify key players, their strengths, weaknesses, and market positioning
    • Assess the regulatory environment, including legal, tax, and trade regulations that may impact business

    Choose the Right Entry Mode:

    Depending on the business model and resources, businesses should decide the appropriate entry mode: exporting, licensing, franchising, joint ventures, partnerships, or setting up a wholly owned subsidiary.

    Adapt Your Offering:

    Indian market is diverse and customising the products or services to meet the specific needs and preferences of the Indian market is imperative. Organizations should consider factors such as pricing, packaging, branding, and features that resonate with local consumers.

    This is one of the most important steps for success in this market. 

    Establish Local Partnerships:

    Collaborate with local partners, distributors, or agents who have a deep understanding of the market and established networks. Partnerships can provide valuable insights, help navigate regulatory challenges, and accelerate market penetration.

    • Strong Relationship with distributors: Distributors are not forthcoming to get associated with new players. They are always hesitant to take the distributorship for a new or lesser-known player. New entrants have to establish good business relationship with them. They have to give extra support to their distributors, this includes:
      • Giving good credit terms: Most of the distributors buy the products on their own and keep a stock and in case of an established player, they buy extra stock and keep it with them. With the lesser-known brand, they are a bit risk averse and do not want to buy and keep the stock. In these situations, the organization can work out good credit terms with them so they always have the stock and can promote the product.
      • Help with the sales pitch (in case of a B2B product company): End users like to interact and get support from the manufacturer. That gives them a lot of confidence. It is advisable for the company representatives to accompany the distributor for few initial discussions and for closing the deal as well.
      • Support with competitive price- India is a cost conscious market and right price is crucial to success in the country.

    Invest in Marketing and Branding:

    There is a need to develop a comprehensive marketing strategy that leverages both traditional and digital channels. By utilizing social media, online advertising, and localized content, businesses can reach their target audience effectively.

    This initial phase is essential in ‘setting the tone’ and will eventually lead to the creation of a right placement of products and services, building positive brand image and generate further demand. 

    Long-Term Commitment:

    Entering the Indian market requires patience and a long-term commitment. Establishing a strong presence takes time, and success may not be immediate.

    Business in India is built and expanded through trust-based relationships. There is a fair amount of informality in the way business is done. A typical business relationship is not strictly professional, it is partly social. Another important element to keep in mind is that geographically India is a vast country which means that distance/time factors and regional aspects cannot be underestimated. Seeking guidance from local experts and consulting with professionals who have experience in the Indian market can greatly enhance chances of success.

    Priti Verma, Market Entry Expert, President, ResearchnConsulting, Bangalore, India

     

     

     

  • How Much Do Certified Translation Services Cost?

    How Much Do Certified Translation Services Cost?

    Article by ICG member Harrison Pardoe, TauRho Transcribes

    https://www.linkedin.com/in/harrison-pardoe-97558686/

     

    What is Certified Translation?

    Certified translation is a service provided by professional translation agencies to ensure accurate and legally valid translations of documents. These translations are typically required for official purposes, such as immigration, legal proceedings, academic applications, or business transactions. Certified translations are carried out by expert translators who have been accredited or certified by official bodies or organizations. Verifying their proficiency and expertise in the translation field. These translators adhere to strict industry standards and guidelines, ensuring the highest level of accuracy and quality. Certified translations also include a signed affidavit or a certification letter attesting to the authenticity and accuracy of the translation.

    Professional certification, credentials and any accreditation by official bodies such as the Institute of Translation and Interpreting (ITI).

    This certification guarantees that the translated document is a true representation of the original, making it legally recognised and accepted by official institutions and authorities. The cost of certified translation services can vary depending on factors such as the complexity of the document, the language pair, the volume of the content and the urgency of the request.

    Why Is Certified Translation Important?

    Certified translation is a crucial service that ensures accuracy and cultural appropriateness in translated documents. It is important for various reasons.

    Firstly, certified translation guarantees accuracy. Professional translators, with their expertise, are adept at delivering precise translations. They have the knowledge and skills to accurately convey the message, tone, and nuances of the source material in the target language. This accuracy is especially vital for legal and complex documents, where even a minor error can have significant consequences.

    Secondly, cultural appropriateness is crucial in translation. Certified translators understand the cultural context and can adapt the content to cater to the target audience. They possess cross-cultural training and awareness, which helps them avoid any language that may offend or be misunderstood.

    Furthermore, professional certification, credentials, and accreditation from official bodies provide credibility and assurance. These certifications reflect the translator’s proficiency and expertise in the field. Clients can have peace of mind knowing that their documents are in the hands of qualified professionals.

    Average Costs of Certified Translation Services

    Certified translation services provide an essential solution for ensuring the accuracy and authenticity of translated documents. However, the costs associated with these services can vary depending on various factors.

    Translation costs can be influenced by supply and demand. Spanish has almost half a billion native speakers, so translators will be easier to find than those of Norwegian. Considering Norwegian has just four and a half million speakers.

    Simple Documents (Birth Certificates, School Transcripts)

    Certified translation services are essential when you need accurate and reliable translations of important documents. For simple documents like birth certificates and school transcripts, the average costs of certified translation services can vary depending on different factors.

    Translation costs are typically calculated on a price-per-word basis. For simple documents, the rates can range from £0.05 to £0.10 per word. These costs may include the translation itself, proofreading, certification, and delivery.

    The final cost is determined by the number of words in the original document. Therefore, longer documents tend to be more expensive than shorter ones. Additionally, the complexity of the subject matter or any specific requirements can also affect the cost.

    It’s important to note that as technology improves, the cost of certified translation services is expected to lower over time. Machine translation and artificial intelligence (AI) are becoming more prevalent in the translation industry, offering cheaper alternatives. Neural Machine Translation (NMT) is an end-to-end learning approach for automated translation that aims to improve translation process.  However, for certified translations, where accuracy is crucial, human translation is still the preferred option.

    When it comes to simple documents like birth certificates and school transcripts, certified translation services provide the assurance that the translation is accurate and meets legal requirements. By investing in professional translation services, you can ensure that your important documents are accurately translated and accepted by relevant authorities.

    Legal Documents (Contracts, Patents)

    When it comes to translating legal documents such as contracts and patents, several factors can influence the cost. These factors include the complexity and length of the document, the professional level needed for the project, and any additional services required.

    Legal documents are often intricate and require specialist knowledge in both the legal and linguistic fields. Translators who specialise in legal translations generally charge higher rates compared to general translators. The more complex the legal document is, the higher the cost will be.

    Another factor that impacts the cost is the length of the document. Longer documents naturally require more time and effort to translate, and thus, the cost will be higher.

    In addition to the translation itself, there may be additional services required for legal documents. These can include proofreading, certification, notarization, and formatting. These services typically come at an extra cost.

    Based on industry standards, the average cost for translating legal documents such as contracts and patents can range from £0.10 to £0.20 per word. However, it’s important to note that prices may vary depending on the language pair and the specific requirements of the project.

    For accurate quotes and to get a better understanding of the costs associated with translating legal documents, it is recommended to consult a professional translation agency that specialises in legal translations.

    Do all professional translators charge the same?

    Professional translation services are not all priced the same. There are many factors that go into how much a language service provider will charge for their legal document translations. Some of the elements that play into pricing include the cost of living in that particular region, the translator’s level of experience, and any qualifications they may have within their field. This means depending on which company you choose, you can end up with vastly different rates for translation services.

    Most companies make it easy to request an exact quote for your project, so you can compare prices to get a good idea of what your budget should be. Most websites offer a simple form to fill out with information about your project requirements and contact info. This allows them to calculate their rates quickly and accurately. There is also usually an option to ask questions about any inquiries you may have regarding the process or pricing structure before committing to anything.

    After doing some research among various language service providers, it should be fairly straightforward to find competitive rates that best suit your needs. However at this point it’s worth noting that price is just one factor to consider when choosing the right translation service provider for you.

    Why is legal translation more expensive than regular translation?

    Legal translation is more expensive compared to a regular translation because of the complexity involved in the process. Different languages often have various sets of rules and structures that must be respected or taken into account. This means that when translating for legal documents, focus must be placed on both accuracy and precision. Legal translators need a higher level of knowledge to understand the nuances between different laws and terminology used across multiple languages.

    Since there is such an emphasis on accuracy, quality assurance measures are more drawn out in the process. The translation must reflect not only the words, but also convey their exact meaning which requires specialised skills beyond what would normally be necessary for regular translations. Furthermore, legal translations often require a deeper understanding within specific fields such as business and finance, all of which require highly experienced professionals who charge more for their specialist services.

  • RECORDING: Knowledge Share: Mystery Shopping: What? Why? How?

    RECORDING: Knowledge Share: Mystery Shopping: What? Why? How?

    This Knowledge Share session has been generously sponsored by E-Tabs, bringing cutting edge automated charting for your projects in PowerPoint & Google Slides

     

    Join us at this Knowledge Share, presented by Carole Arvanitis, Newlann Mystery Shopping

    What will be covered?

    • What is mystery shopping?
    • What it gives you.
    • When and why people buy it.
    • How you do it

    About Carole

    After many years with GfK Mystery Shopping, I set up on my own in 2014 and launched Newlann.  With only three of us, we are much smaller than most mystery shopping companies.  What we try to offer is an in-depth service really thinking about what needs to be evaluated and how the results can be used to make improvements. We tend to work on fairly small projects, often quite complex and challenging ones.  We have our own bespoke IT platform and a panel of about 8,000 shoppers across the country.

    https://www.linkedin.com/in/carolearvanitis-newlannmysteryshopping/

    WATCH THIS KNOWLEDGE SHARE HERE

  • Testing, Testing! 5 Tests for Your Online Survey

    Testing, Testing! 5 Tests for Your Online Survey

     

    Congratulations on creating your survey! But before you dive into collecting responses, it’s crucial to prioritise testing. Effective testing can be the difference between success and failure in your survey research project. Let’s explore five key tests you should conduct before fully launching your survey.

    1) Question Test

    The importance of testing your questions cannot be overstated. Start by ensuring that your questions are functioning as intended. Review your original questionnaire or survey document to ensure question types, answer options, and question text is correct and matches. Does each question type align with its purpose? For example, should a single-choice question actually be a multiple-choice question? Additionally, verify if the “none of the above” option automatically excludes other options.

    2) Direction Test

    While basic surveys follow a linear structure, others may require routing based on respondent demographics/groups or specific answers to a previous question. Testing randomisation & rotation is also important to reduce bias and sometimes survey fatigue. To conduct a ‘direction’ test, create an Excel or Google Sheet listing the routes or audiences that require different survey routes. You and your colleagues should rigorously test the routes as if they belonged to the intended demographic/group. Are they encountering the expected questions? Should certain respondents be excluded? Provide a comments column for individuals to report issues encountered during the test (this isn’t just limited to routing; this could be randomisation, question flow, user experience or device issues). Alternatively, some survey platforms allow users to apply comments directly within the survey but I prefer to get an overview of things via a spreadsheet – that way I can mark if they’re done or not. Remember to thank respondents on the disqualification page, as you might want to engage them in the future.

    Survey routing file

    3) UX Test

    This is the sense check. Put yourself in the respondents’ shoes and evaluate their experience. Make sure at the start (or in prior communications) the purpose of the survey is clearly conveyed, and respondents understand their privacy rights and data protection. Consider the engagement level and interest generated by your question types. Does the survey start with easy qualifying questions and gradually progress to more complex ones? Ensure that answer options are comprehensive and aligned with respondent’s potential answers. Can participants skip open-ended questions if pressed for time (the longer the survey, the more likely respondents will disengage). Additionally, consider providing incentives to boost response rates and encourage more considered answers. It’s essential to ensure that your survey is also accessible to all potential respondents, including those with disabilities. Test the survey’s compatibility with screen readers, check for appropriate colour contrast, and verify that it can be navigated using keyboard-only inputs. By conducting accessibility testing, you promote inclusivity.

    4) Device Test

    With surveys being accessible on both mobile and desktop devices, it’s crucial to test their functionality across platforms. Most survey platforms offer device-specific views, allowing you to assess the respondent’s experience on desktop, mobile and tablets. Keep in mind that certain question types, such as card sorts or highlighting questions, may not work optimally on mobile devices. According to Kantar, 40% of survey starts occur on mobile devices, yet approximately 67% of surveys aren’t compatible or user-friendly on respondents’ preferred devices. Consider the question types you’re using and weigh them against the device profile of your sample.

    5) The Soft Launch Test

    After conducting thorough tests, you may believe you’re ready to go. However, it’s essential to perform a soft launch before reaching your full sample. A soft launch involves sending the survey to a limited number of respondents, typically 5-10% of your sample. Some may carry out a second soft launch, perhaps with 20% of the sample. A soft launch allows you to identify any design errors or routing issues that may have been missed during testing. Keep an eye out for high drop-off rates, which could indicate survey fatigue or technical problems. If available, consider running “dummy” responses using the survey platform’s features. Remember, real-world responses can present unforeseen challenges, making the soft launch an integral part of the process. Use the insights gained from the soft launch to make any final adjustments before launching to your full sample. Remember to schedule this step into your workflow.

    By ICG member Elliot Fern, Fern Insight

    If you have a research project in mind, get in touch at elliot@ferninsight.com or tell me more about your project here

  • Mrs Current Advice on Working with Russia

    Mrs Current Advice on Working with Russia

    There are currently no restrictions on research being undertaken in Russia but the sanctions do apply to other advertising and communication activities.

    However, you will need to take into account the MRS Code of Conduct (which all ICG members abide by as a condition of membership) and general Code rules on business and professional ethics should be borne in mind:

    • Rule 5: Members must take reasonable action to avoid conflicts of interest with clients or employers and must make prior voluntary and full disclosure to all parties that might give rise to such conflict.
    • Rule 6. Members must act honestly in their professional activities.
    • Rule 7. Members must take reasonable action to ensure that others do not breach or cause a breach of this Code.
    • Rule 8. Members must not act in a way which might bring discredit on the profession, MRS or its Members.
    • Rule 9. Members must take all reasonable precautions to ensure that participants are not harmed or adversely affected by their professional activities and ensure that there are measures in place to guard against potential harm.

    There are also restrictions on Russian citizens engaging with Western businesses and sharing any insights which might damage Russian security and safety.  Some research activities could fall under these restrictions and should only be undertaken if participants will not be harmed or adversely affected as a result of taking part.

    Please do consider carefully the MRS information, and think carefully before embarking on research in this market.

    Further Information

    https://www.mrs.org.uk/resources/business-in-russia

    https://www.mrs.org.uk/resources/support-for-ukraine

     

  • Why I Love Business to Business (B2B) Qualitative Research

    Why I Love Business to Business (B2B) Qualitative Research

    Article by ICG member Carol Raithatha, Carol Raithatha Ltd.

    You all probably know what it’s like – Some projects are just more motivating than others. In other words, certain areas of research seem to dovetail more easily with what I enjoy.

    So, I’ve been pondering why I like B2B qualitative research so much. Here are some thoughts on what makes it such a rewarding area to be involved in, IMHO at least.

    B2B qualitative research is diverse, stimulating, and worth doing. It is:

    · The opportunity to learn how organisations and sectors operate and fit into the wider context.
    · Talking to competent individuals and hearing all about professional worlds I might never have even thought about.
    · Getting into detail while being able to look at the bigger picture. Looking at both the individual bricks that make up the wall as well as the whole wall; both when standing in front of it, but also from up in space.
    ·A full timeline approach: How has the past informed what is happening in the present and what is likely to happen in the future.
    · Often a chance to learn about other regions and countries and sometimes use a bit of language skills too.
    · Finding that golden nugget that helps the client deliver a better experience and become more profitable. Almost always a win-win situation!
    · Having some great conversations and asking lots of questions!

    Getting out of bed for a B2B qualitative project is easy. It’s like having tuition on the real world from the experts and being paid for the pleasure.

    If you are a researcher what are your experiences? Do you also enjoy B2B qualitative projects? Why?

    #qualitativeresearch #marketresearch #B2Bresearch

    Carol Raithatha | LinkedIn

  • RECORDING: Knowledge Share: Shopper Research

    RECORDING: Knowledge Share: Shopper Research

     

    This Knowledge Share session has been generously sponsored by E-Tabs, bringing cutting edge automated charting for your projects in PowerPoint & Google Slides

    This session is designed to give a flavour of what shopper research is all about for those fairly new to the topic, who may be asked to consider this approach by their clients.  There are always new things to learn, changes in consumer behaviour, and a myriad of products on offer, so more experienced researchers are welcome to join, but it will be kept at a fairly introductory level given the short amount of time.  It will briefly cover different approaches and their merits, eye-tracking and a few practical hints and tips that may be helpful in field.  It would be lovely to pass on some insights that may save another poor soul from freezing in the chiller aisle or getting footsore as they run back and forth in a massive Tesco!  So do join this session if it sounds like you may find it useful.

    Nanda Marchant

    Nanda is a qualitative consultant with a long track record.  Beginning her research career at a full service London agency, she went on to head up customer satisfaction studies at Barclaycard and then marketing roles at Barclays, before taking the plunge as a freelancer 20 years ago.  Though specialising in finance early on, as many consultants will testify, they can apply their expertise to many different topics.  So, in recent years she has also built a wealth of knowledge in shopper research, having haunted many a biscuit aisle and bustling bread counter to bring brands an insight into how their customers think, browse and purchase.

    www.addedinsight.co.uk

     

    WATCH THIS SESSION HERE