1 new tools in a new era PSU Online Research Class Internet Market Research

2 Overview of Internet research vs. traditional market research Defining the context –Qualitative research Focus groups/depth interviews Framing the issues –Quantitative research Telephone/f2f/intercept Market projection Internet research as substitute –Inherent weaknesses Qual weaknesses Quant weaknesses Appropriate role for internet research –Supplement, not substitute –Value Speed Cost Targeted recruitment – site visitor research

3 Internet technologies Passive HTML forms –Most common –Form-based –Manual skipping, if any –Advantage: Easy to launch –Problems: clumsy to use, no error checking Interactive HTML forms –Form-based, but with automated skipping –Advantages: able to branch, error checking –Problems: delays due to server calls, requires continuous Internet connection, complex survey programming, expensive

4 Internet technologies Java –Downloaded applets –Internal logic driving automated skipping –Advantages: able to branch, error checking, no external server calls, better user experience –Problems: complex survey programming, initial download time, Java usage in “open” environments Inherent Java issues –JVM compatibility Development challenges –100% usage impossible Web TV Java disabled Firewalls Broken JVMs

5 Importance of branching surveys

6 ASP model vs. licensing model Advantages –Deployment speed –MIS resources/cost Disadvantages –Per usage fees –Independence

7 Site visitor research: response tracking vs. problem solving Both important uses Our focus is on problem solving –Consultants using market research tools Many of our assignments are in technical areas –B2B –Industry knowledge –Complex logic structures Insight to drive decision-making process

8 Looking into the future: the death of market research? Customers Senior Management Middle Management Distribution Channel Market Research Traditional Role of Market Research

9 Looking into the future: selling in Internet villages customers Senior Management

10 Creating strategic advantage: insight through dialogue customers Selection Support Usage Support company

11 Dialogue has to be shaped for each visitor

12 Creating powerful interview systems: flexibility and speed

13 Interview systems create “personalized” experience that directly relates to a real need Product Selection Logic

14 A few concluding thoughts Internet-based research is here to stay For traditional usage, such as market sizing analysis, Internet research has limitations The need for traditional market research is being transformed as organizations are able to listen in new and powerful ways Listening and learning happens best when initiated by real customers with real problems