a (not so) critical view of technology in market research a presentation by benoît gauthier circum...

A (not so) Critical View of Technology in Market

Research

A Presentation by Benoît Gauthier

Circum Network Inc.

June 2, 1999 Afternoon Symposium PMRS Ottawa Chapter

© Benoît Gauthier, Circum Network Inc., June 2, 1999

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Food For Thought

"What I possess I would gladly retain. Change amuses the mind, yet scarcely profits."(Goethe, 1749-1832)


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Outline

Thinking ahead– Data collection, data analysis, dealing with

clients Impacts

– Business, training, work organization, communications

The Good, the Bad and the Ugly


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Thinking Ahead - Data Collection

CATI: an old friend with new tricks– Immediate qualitative interview follow-up after

a quantitative interview– Mass feeding of external data into interviews– Factorial/scenario questionnaire designs– Open-end voice recording– Interviewer-less interviews


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The Internet: a new friend with tons of tricks– Online questionnaires– WebTV immediate feedback and safe sampling– Real-time MCAPI data collection– Home-based surveying– Phone line leasing



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Qualitative Methods: not immuned– Task-oriented and opinion-collection oriented

groupware– Digital recording of focus groups– Multisite focus groups– Offline Delphi groups



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Data Analysis: slower but profound change– Neural networks– Exploratory data analysis– Structured qualitative analysis– Computer-mediated team work– Advanced productivity analysis

Thinking Ahead


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Dealing With Clients: closer yet so far– Electronic reports– Joint data analysis– Data availability and Extranets– More segmented approaches

Thinking Ahead


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Impacts

Business– More fixed costs– More flexible corporate structures– Diffentiated tasks require integration tools– International competition


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Impacts

Human Resources– Need to acquire specialized personnel– Retention and promotion of personnel– Need to upgrade existing skills– Need to maintain cutting edge knowledge– Work location less important– Team work


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Impacts

Communications– Promotion and marketing more complex– Client expectation management more delicate– Education requirements more difficult– Need to maintain a corporate culture


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The Good, The Bad and The Ugly

All three comprised in tech change– Opportunities for new knowledge creation– Risks of snake-oil research

Management of change is key– Focus on communication, training, integration

Technological change– Resist at the risk of obsolescence– Participate to master


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Circum Network Inc. 74 du Val Perché Street

Hull (Québec) J8Z 2A6 (819)770-2423 fax: (819)770-5196 http://circum.com [email protected]

a (not so) critical view of technology in market research a presentation by benoît gauthier circum...

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