Build Your Brand in Market Research Multimedia Boards

Today, marketing research tools are all accessible through the internet. Many marketing research tools have been adjusted to fit all the needs of a moderator and a respondent in an online platform making it more convenient, faster and cost effective than traditional methods.

Build-Your-Brand-in-Market-Research-Multimedia-Boards

One tool commonly used in market research is the multimedia boards. Multimedia boards are like online bulletins with more functionality. Multimedia boards now have features that allow tagging, highlighting, organizing the responses given by respondents, accessibility of the observers and more. Discussions can be done through a multimedia board. It has translation services that allow you to communicate with respondents from foreign countries easily.

 

One feature in a multimedia board is branding. Branding means you can add a title to your research. You can opt to put what the project is about and put the name of the organization you are in. This allows anyone who sees your board to recognize who is in charge of that certain research.

 

Building a brand name is like building a reputation in the marketing research industry. If you are an independent researcher, or a small research firm, building a brand can help clients view how you conduct your research or projects and what kind of projects you can handle since you carry it in the brand you make. When clients see different projects under the same brand name – it gives the impression that the researcher is adept and resourceful for being able to handle different types of projects. This opens a door to potential clients in the future.

 

What does that do? For starters, brands make it easy to identify what a client is looking at in the board. What kind of research it is about, who the moderator is and possibly see other projects under the same moderator or research firm. Building a brand in multimedia boards opens opportunities for independent and small research firms to make a name in the market research industry.

 

Multimedia boards are no longer just a place for only the researcher and respondent to correspond but also a way for independent marketing research firms to gain more clients. In every multimedia board, there is an option to invite observers into the discussions.

 

Does this violate any confidentiality agreement? No. The multimedia board is available to those who are already part of the online community which is only accessible if you have an active account. The information collected is still private thus adhering to the confidentiality agreement.

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Multimedia Boards for Respondent Management

Traditionally, focus groups are required to meet with their moderator at least once a week at an agreed time and place. Of course, during that time, everyone thought it was the only way to do focus groups.

Multimedia Boards for Respondent Management

The next trend for focus groups moved from physically going somewhere at a given time and place to meeting up online via the internet. However, although meeting up online was much less of a hassle, there was still the barrier of time. Now that marketing research spans globally, wouldn’t it be more convenient to give everyone the reigns on how they manage their time? If there was a moderator from Canada with members from Europe, the Middle East, Asia and South America, meeting at a fixed time would mean that some or most would have to sacrifice sleep or work time to fulfill their duties of attending a focus group meeting.

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Marketing Research in a Global Perspective

Online Focus Group StudyBefore the internet age, qualitative research was much more difficult to conduct because of the requirements especially if the target markets are global. Global marketing research can benefit from information and data collected from a variety of sources worldwide, but these are difficult to plan and organize, not to mention a requirement to travel to the location of these audiences as well as prohibitive costs.

However, conducting the global qualitative research online makes it easier for companies to interact with their target consumers. For example, focus group discussions need not be conducted in person because they may be done online. Usually, particularly for international companies, it is challenging for marketing researchers to plan focus groups with participants who are widely dispersed in terms of geography. Online video conferencing solves this issue, allowing the participants to interact with each other, and allowing the researchers to see the reactions of all participants. Another challenge which may be surpassed are the different schedules of participants. In online bulletin boards, this is no longer a problem. One can simply conduct an asynchronous online bulletin board where participants may post messages at their most convenient time.

The approach can also be changed at any time, and the mode of the delivery of questions can be adjusted. For example, questions may be posted one at a time or all at once for the members to answer at their own leisure. Respondents may be contacted individually and privately. They may post their answers privately if the participants wish, which means that the responses are more likely to be richer and more descriptive, further enriching the data for analysis. People may become more responsive and committed to the research because they can allot time for it and respond to questions at their own pace unlike face to face focus groups.

Another benefit of the online global marketing research is a shorter time frame of gathering information. Because everything is instantaneously documented online, researchers may make initial observations, recommendations and conclusions based on the data collected. This means that the collected feedback can be immediately interpreted via available downloadable transcripts and may be shared with the stakeholders of the company.

Finally, it must be stressed that this methodology is very economical for the company because there are no travel costs. Only video streaming and data transcription is needed for video conferencing, and online bulletin boards only require a website.

Consumer Research Done Right

Companies or businesses conduct marketing research in order to determine the needs of their target consumers. There are many different effective and efficient research methods used to collate information from consumers. Traditional marketing research is done by direct interviews in public places, where a random sampling of a particular target group frequents a selected area. A researcher may ask consumers questions on a variety of topics from where they wish to spend their vacations or which toothpaste they most prefer. The results of such a research may be categorized as quantitative or qualitative, and is very dependent on numbers and other measurable and quantifiable data.

Another type of research preferred in consumer research is qualitative research, which is held in small groups, with up to 6-10 respondents, called focus groups. Market researchers want to find out how to make their products more attractive to their target market. Thus, focus groups are an ideal way to keep in touch with customers to identify their behavior and purchasing preferences.

Respondent recruitment is a very important step in conducting focus groups, as the quality of respondents determines the success of the focus group results. It would be best to select the respondents according to a set criterion matching the target consumers of the product, service or company, down to the demographics, income, job descriptions and educational attainment. Furthermore, it is advisable test the respondents first if they will be articulate and if they will pass the criteria for the research.

Focus group respondents are also paid a fee for participating in the research, depending on the duration of the consumer research. The length of this type of research is much longer compared to quantitative research, and may take up to one hour to three hours. The focus groups are usually held in rooms built for this purpose where clients and researchers may view the participants via one-way mirrors. There is also an option to record a video of the research proceedings so that the client or business owner may view the reactions and listen to the discussions of the participants without having to sit with the focus groups. This is done because the respondents will be more than likely to express their honest opinions.

The moderator or researchers also have the option to steer the discussion in the correct direction, by posing guiding questions to the participants and interacting with them during the discussion.

Civicom Chatterbox® Introduces Active Archive™ for Online Bulletin Boards and Private Online Communities

Civicom Chatterbox® announces Active Archive™ – its newly expanded range of services for project storage. Whether a project was completed yesterday, or even last year, a researcher now has multiple options for accessing important respondent data, moderator postings, and uploaded multimedia, such as photos and videos, no matter how long it has been since a project was completed.

Civicom Chatterbox® is a multifunctional, multimedia online bulletin board useful for online focus groups, (BBFG’s) online forums, and private online communities.

Civicom Chatterbox® offers a wide array of archiving options. Readily available directly on the board is the ability to create printer friendly versions of each discussion and to download all files uploaded to the board by the moderator and project manager. With just a few directions to the Civicom Chatterbox® team, we can prepare custom reports in the file type and format you prefer. Marketing researchers may also elect to have Civicom Chatterbox® stay open for an extended period of time, or get all files in a DVD or external hard drive.

Storage can also be adjusted to accommodate any number of files, regardless of size. This makes it possible for respondents and researchers alike to be as creative and in-depth as possible when posting photos or videos to the Chatterbox® board.

Civicom offers redundant storage facilities with fail-over back up, adding an extra level of protection. For the researcher, this means that identical data is not just stored in one location, but two. In the highly unlikely event that one storage location was no longer functional; the data would be accessible in an identical storage location. All data is further protected by a layer of security features. This enhanced level of security now gives researchers peace of mind regarding their ability to both protect the confidentially of a project, as well as to get access to it if needed.

Civicom Chatterbox® provides the researcher with everything needed in an online bulletin board and more. This online multimedia bulletin board lets researchers experience contact with everything in one place – respondent online diaries, moderator questionnaires, polls, and private discussions with clients and observers. Civicom Chatterbox® can handle virtually all multimedia file types. If there’s a file type you need added, Chatterbox can accommodate it.

To learn more about Civicom Chatterbox®, call 203-618-1811, email inquire@civi.com, or visit: http://www.civi.com/civicom_marketing_research_chatterbox.html