Category Archives: News and updates

News and updates, Derham Marketing Research’s blog

Bundles of joy? Motivations.

Most of us have been children, or parents, or observers of parents and so think we know how parents think and behave, and what motivates them.

This would seem to make marketing to parents quite straightforward.

Except the marketing needed for what we know, as opposed to what we think we know, can be quite different.

As examples, our recent research found that what is seen as “normal” for some groups of parents is:

* Spending $2,500 to take a child to a one day dancing contest in another State.
* Working second jobs so they can afford private school fees.
* Giving up coffee with friends, to save the money for food.
* Travelling for a year in a small caravan with their children, so the children can see and experience Australia.
* Buying everything from eBay, for the cheaper prices.
* Borrowing to build extra bedrooms so each child can have their own 75 inch TV in their own room (keeps the peace, apparently).

The behaviours from parents in these groups are different to those of other parents in other groups.

And, depending on the numbers of people in such motivational groups, the behaviours could have markedly different spending, saving, shopping, travel and café culture practices.

Hence, even with groups of people apparently as similar as parents, we need to be sure in our knowledge, so our marketing is relevant and targeted.

Just thinking we know is not now a sufficient base for effective marketing, whether to parents or any other types of customers.

Now, to strengthen your marketing effectiveness with your own customers and prospects, you need to understand their motivations (and how big each different motivational group is) so you can sell more, more effectively.

If you would like to know more about identifying motivations, groups and group sizes of customers and prospects, please call or email Philip Derham.  Use the “Contact us” tab to contact him.

Benefiting from what you already know about your customers.

New information about your customers from surveys and focus groups is always exciting – and can often reveal needs or attitudes perhaps not fully expected.
A second source of exciting information about your customers is your own customer database. Analysis and reanalysis of that can often reveal additional opportunities.
We can’t tell you about other clients’ database analyses, but can tell you about our own reanalysis of Melbourne University’s Household, Income and Labour Dynamics in Australia survey.
That database first showed that happiness, analysed by age, is U shaped. That is, people are happier when young, less so when middle-aged, and happier again when older. The first-run analysis stopped there.

U ShapeOur reanalysis of this database found marked differences by commonly recorded database details. These differences included varying satisfaction according to home type, home location and neighbourhood; age, gender; and the often-collected details of personal finances and personal health.
As examples, people living in separate houses were markedly more satisfied than those living in flats. The neighbourhood influenced satisfaction and perceptions of personal safety; and home type and health were linked.
This reanalysis of an existing database identified immediate opportunities for particular types of loan, for home security products, for specific types of insurance, for particular foods and beverages, for health services, and for modifications to existing products or services. Surveys or focus groups that may be needed after can be more specifically directed because of the database analysis, which is a powerful step in identifying more customer opportunity.
If you’d like to know more about how we can strengthen your database reanalyses, please call or email Philip Derham now.

What do you think about chocolate? Holidays? And supermarkets?

These questions are the subject line of our invitation today to thousands of Australians, to test their preferences for online survey question types.

When we know the sorts of online survey questions people prefer to answer, we can ensure we ask your questions in the ways that get more, and more accurate, answers – strengthening the value of your research investment.

We are testing the ease of answering questions again now, because the devices used to complete online surveys have changed.

Once, there were only desktop PCs or laptops.

Now, you can use an iPhone, Ipad, Macbook, Surface, laptop, PC, Android tablet, Android smart phone, and more. All with different screen sizes and shapes. And all with different data input techniques -ranging from on- and off-screen keyboards to fingers.

Some styles of questions work really well on some devices. Other styles of questions work better on other types of devices.

Today, as PCs and laptops are used to answer only about two thirds of online surveys, it is necessary to know what question types are preferred by the people who complete our online surveys, on the screens they use.

This survey about chocolates, holidays and supermarkets is really about question types and question type preferences, made palatable by being about things more interesting.

We will report the results, but thought you may be interested to see what is being tested, and so invite you to also complete the brief survey. The link is:

http://surveyonattitudes.questionpro.com

If you’d like to know more, please call or email Philip Derham.

What encourages people to complete your survey?

What encourages people to complete your survey?

A gift? Points towards future rewards? A chance to win a prize? Curiosity and wanting to know what others think?

For longer surveys, chances to win a prize and direct gifts are apt. For short surveys, knowing is the incentive. And knowing leads directly to our new Summary Spotlight Survey Report with its potentially extensive findings.

When its 5 questions are answered, people immediately see the answer totals, and their own answers, so they can compare themselves with everyone else. And knowing how you compare is a strong survey completion incentive!

The benefits for you are far greater.

With short surveys, you get quick responses, quick knowledge and quick decision-making capabilities. And far more knowledge. Our Summary Spotlight Survey Report answers can be much more than the 5 questions we ask, to answer your specific information need.

We can pre-load everything you know about your customers. This saves asking again the personal and purchase details you already know.

Such respondent-saving pre-loaded knowledge can include customers’:

  • age and gender,
  • home address (for mapping), time at that address (measuring mobility),
  • family type and composition,
  • profit value or other segments you use, or credit history perhaps,
  • products held, bought, or applied for,
  • personal or household income and work status,
  • home or motor vehicle ownership, or assets and liabilities,
  • purchase frequency, wider product use, and more.

All this pre-known detail can be built into your 5 question survey, giving much the value of a longer survey, just cleverly asked to answer your specific need.

The results are quick, detailed and thorough answers to your one specific knowledge need. For more information about our Summary Spotlight Survey Report, please call or email Philip Derham.  Contact details are below.

More people now are using their smart phones to complete online surveys.

As you know, smart phone screens are smaller than the more traditionally used PC, laptop, netbook or even tablet screens, so wondered if there had been changes in survey responses too.

We reviewed our recent online survey results by types of the devices used. These included Android smart phones, iPhones, iPads, Android tablets, Mac computers, Windows 8 computers, and computers running older Windows versions.

We found that:

1. The average time taken to complete the survey was the same, regardless of device used.

2. The same proportions answered open ended questions, regardless of device used.

3. Older men in particular tended to use PCs or laptops, younger people were more likely to use smart phones or tablets, and the middle aged were likely to use PCs, laptops, tablets or smart phones.

4. But, when answers differed, they differed by age or by gender, by activities or by intention, not by the type of device used.

These findings show that online surveys work regardless of the devices used, as the answers you get are consistent across all types of devices.

As our surveys are all device-agnostic – for easy completion on any device – we can get the maximum value from your online survey investment.

If you would like to know more, please call or email Philip Derham today!

That one nagging question…

You know that one nagging question that niggles away at you.

It’s that one you talk about with colleagues and friends, looking for a solution. And they kindly offer well-meant ideas and suggestions that you know aren’t the answer. Ideas and suggestions you’ve already thought of and discarded because they just didn’t explain and give you the real solution you want.

Sometimes the question is about customers.
*     “What more do we have to do to get their profitable business?”

Sometimes the question is about offers.
*     “What do we have to offer, to get more enquiries, because we can convert those, it’s the leads we want.”

Sometimes the question is about satisfaction.
*     “We have really high customer satisfaction, so why aren’t we used more? Or at least recommended more?”

And sometimes the question is about advertising.
*     “Why aren’t we getting a response to this really compelling ad?”

We can get the answer you need – quickly and effectively, with our 20 Questions One Topic Monitors™.

These single issue surveys can answer that nagging question.  The brochure (on this link – 20 Questions One Topic Monitors ) gives the details for 2015-2016 – and highlights one new benefit!

If you supply the survey sample with your customers’ names, email addresses and age, gender and home postcodes, you can add 3 extra questions of your own choice to the Monitor you are using!

To find out more, please call or email me today!

Your customers use their smart phones for almost everything!

Today, 23.8 million Australians use 21 million smart phones to download one gigabyte of data a month on average, showing your smart phone is a key entertainment/purchase/survey instrument.
I say survey instrument deliberately. Deliberately, because smart phone surveys can be undertaken instantly, can be undertaken anywhere, can be used to upload images of products or materials or the things that motivate purchase.

And the change in just two years has made smart phones and smart phone surveys mainstream. Once for the young and for the early adopters, smart phones are widely owned and widely used for surveys, as the graph shows.

Age shifts in mobile phone use

With this survey instrument in the hands of your customers or prospective customers, we can survey them quickly, survey them shortly, get more answers and give you more knowledge, so you can outpace the others.

And they can still do the surveys on their desktops at home or work, or on their laptops or tablets when they are using those.

When you need to know what your customers and prospective customers think, do and will do, in statistically reliable terms, our smart phone+ surveys may be your answer. Our surveys are device-agnostic (that is, they look good and work easily on small-screen smartphones, tablets, laptops or computers), and work where and whenever we need to be to get the surveys answered.

When you need to know how our smart phone survey knowledge can strengthen your business, please call or email Philip DERHAM today!

Online surveys get the numbers – cost-efficiently and on any device.

When we need to find out what your customers/prospective customers think, do and will do, in statistically reliable terms, we use surveys.

Online and mobile surveys can give the best reach and the most cost-efficient surveys.

We’ve found the best, most cost-efficient responses come from large customer databases that include names, addresses, email addresses and other relevant customer details.

With those, we can send personalised email invitations and reminders to your customers, so more complete the survey.

And email communications work.

We’ve found they give up to three times the responses of SMS invitations, and more again than other contact methods.

From recent email invitation surveys, we’ve found:

  • 6 in 10 completed the surveys on PCs or laptops,
  • 3 in 10 used smart phones,
  • 1 in 10 used tablets.

Our surveys are completely device-agnostic.

That is, they look good and work easily on large-screen laptops, on small-screen smartphones and mid-size tablets.

Email survey invitations get to your customers whenever and wherever they wish to get them – on holidays, in the train, at home at night, during the working day in bosses’ time.  And when they get the survey email invitation, they respond.

And it is much easier to respond on the device you use to get your emails than to take a phone call or post a letter. Hence, surveys based on email invitations work very well.

If you’d like to know how this knowledge can strengthen your business, please call or email Philip Derham, or use the Contact us form.

Just a commodity service provider? Or a provider with a profitable difference?

“They’re just a commodity service provider” is a common response now when participants describe what they do with their ….(FILL IN YOUR OWN SECTOR).

That FILL IN YOUR OWN SECTOR ending is not flip.

Participants in research now make the “They’re just a commodity service provider” response for companies in the banking, media, store retail, food, beverages and leisure sectors.

If treated as said, and not explored further, these findings could cause consternation and management concentration on price and encourage slashing price and profit to be the cheapest (or nearly the cheapest) commodity service provider in the sector.

Given the daily reports of business disruption – such as Facebook to introduce fee-free money transfers; paid subscriber media closing; store sales static, some chains closing, and almost the last indignity – in-home coffee can now be at barista standards, the question that is being widely asked is:

 “Is being just a commodity service provider the future?”

For some, that is the direction – and perhaps the choice.

But for more profitable business and longer term business, other approaches can be more effective.

These can include identifying why customers and prospects deal or could deal with you and your brand, allowing you to market to those, profitably, while leaving the commodity services provider position and tight profit risk to others.

To sell on more than base-price deals, you need to know what motivates your customers and prospects. That’s where we can help, and to find out how this knowledge will strengthen your business – please call or email Philip Derham today.

Planning Sessions – include your customers’ voices too!

For many, the next key business event is next year’s Planning Session.

For an effective Planning Session, you need a range of economic, industry, competitor and technology trends and details.

As your subsequent business plan happens to your customers and to your prospective customers, it can be useful to include their attitudes and intentions in the materials considered at your Planning Session.

In particular, to hear from your customers on their interest in and likely responses to your key interactions with them now and as those may be in the future.

Having that additional voice in your Planning Session will strengthen your deliberations.

We can help you to hear your customers’ voices for you.

We can talk to them and find out what they do, think and intend. And who and what influences them and where you fit in their lives and in their needs.

We talk and actively listen to them individually or in groups, in person, by Skype or on mobile video conversations.

Or we can survey large numbers and give you the voices of the many.

The voices of the many may be gathered by surveys written specifically for you, or by use of one of our 20 Questions One Topic Monitors™.

Adding your customers’ voices into the Planning Session deliberations helps focus the broader economic, technological, industry and competitor analyses you will be considering.

Hence, when preparing for next year’s Planning Session, include your customers’ voices and call us to help you assemble the voices for that mighty choir!

Life’s most useful possession –

Life’s most useful possession – the mobile phone!

Whatever make or model you have, your mobile phone is smart, sleek, sinuous – taken and used everywhere.

It is used for the mundane – the voice call – and is the recorder of Mobile_phone_surveysalmost everyone’s daily life.

The mobile phone records and replays life through its calendar, its photo gallery – of friends, of travel, and particularly of food – whether eaten or admired!

The mobile phone records your contacts via its text message trails, its contact lists of friends, family – and others. Its GPS facility tells you where to go, and how to correct your mistakes when you miss the turning.

Its Internet access is the portal to almost everything you every want to know, see, listen to or watch.

And it is an ideal research tool for short and pinpoint-specific surveys – like our 20 Questions One Topic Monitors™.

image002Those doing the surveys can also send photos, videos or voice tags when needed, enriching the information we can analyse and report.

So, when you need to know, we can survey your audience and have them complete the survey on the devices they prefer – their mobile phones, or their laptops, PCs or tablets – as and where suits them best.

And the short, pinpoint-specific surveys work so well on mobile phones. When you need to know more, please call or email me.

 

To find out more, contact Philip Derham – by email at Philip.Derham@derhamresearch.com.au    or by mobile phone 0414 543 765 or by telephone (+61) 03 9897 3011.

Or use the form below!

Interesting facts can reveal business opportunity.

In this video, Philip Derham outlines how interesting facts can suggest a business opportunity that can be validated as a potential business opportunity if marketing research is undertaken to ensure the facts are more than just interesting.

 

To find out more, contact Philip Derham – by email at Philip.Derham@derhamresearch.com.au    or by mobile phone 0414 543 765 or by telephone (+61) 03 9897 3011.

Or use the form below!

Keeping your online surveys focussed by pre-loading customer data.

August 5, 2014

Transferring-DataThe stimulus to commission an online survey is often the need to know the answer to a particular burning question, which, when answered, will strengthen your business.

Online surveys can be quick, targeted and effective. (Our 20 Questions One Topic Monitors™ are examples of precise, targeted online surveys.)

In our online surveys, we can ask new questions and incorporate information you already know about your customers. This combination can give more useable knowledge about them, enabling more targeted responses to identified concerns.

The additional information may known to the customers (e.g. their postcode) or may be some construct you use (e.g. the value of their business to you, or the segments you group them into).

We can pre-load such information when we load in their email addresses for the online survey invitations.

Then we can analyse pre-loaded details with the survey questions that answer the burning question that stimulated the survey. This additional analysis capacity can show whether there is a need to do more with particular groups.

For example, if 90% of your customers are satisfied, is worth trying to convert the other 10%? That is a reasonable post-survey question.

But if the pre-loaded data showed us that 10% dissatisfied were your least valuable customers, you may take one decision. If the analysis showed them to be your most profitable customers, you may make quite another decision.

Hence, our online surveys can answer both the burning need question, and also the “and what next” questions that can follow.

If you’d like to know more about how our online surveys and particularly our 20 Questions One Topic Monitors™ can assist you, by adding pre-known information, please call or email Philip Derham.

To find out more, contact Philip Derham – by email at Philip.Derham@derhamresearch.com.au    or by mobile phone 0414 543 765 or by telephone (+61) 03 9897 3011.

Or use the form below!

Self perceptions and your advertising

February 24, 2014

“I used to be the only wog in town” lamented Joe when we interviewed him, in person, for an hour. His interview was one of a dozen personal, face-to-face interviews we did to identify how our client could get more business.

In this long, personal interview, Joe went on to say “Now, there are lots of wogs here and I’m not special – except for my job (he was a highly paid professional). I eat out most nights, have a little farm and a flat in town, and pay the girls’ private school fees.”
Joe’s mother came to Australia as a 2 year old and 44 year old Joe was born here. He has lived in the town for all his life, and so in the town’s Census stats, Joe counts as Australian-born, of European ancestry – and little different to John Howard or Bob Hawke.

 Yet Joe’s comments show he sees himself as an outsider in the town, not part of it, and so not a potential customer for the client’s business. Joe’s affluence made him an ideal prospect, if only he could see himself as part of his town and so a prospective customer.

white coupleAs we probed further in the interview with Joe, we found that he resented seeing only mainstream Anglo people pictured in the local advertising. We also found he rarely used local businesses that did not address him by including people who look like “wogs” in their advertising visuals.

Gaimulticultural-teamning or losing Joe’s hobby farm mortgage was worth $5 million, and, as he noted, there were lots more wealthy wogs like him in the town now.

The simplicity of the solution – showing real customers from a range of ethnic backgrounds in normal situations, doing normal things, was quick, cheap and easy for the client to do.

Joe did re-mortgage with the client a year or so after we interviewed him, and his motivation to enquire and then convert was the simple solution of showing some relevant ethnic diversity in the ads.

Identifying these sorts of barriers and these sorts of solutions comes from talking at length and in depth with people in person. While surveys count the “who” or the “how” many effectively, they may not get to the underlying emotions that are barriers to business – and which can provide solutions.

When looking to further strengthen your business, we can use personal interviews to uncover some effective motivational cues for you as well. Please call or email Philip Derham now to find out more.

To find out more, contact Philip Derham – by email at Philip.Derham@derhamresearch.com.au    or by mobile phone 0414 543 765 or by telephone (+61) 03 9897 3011.

Or use the form below!

When planning your marketing research

March 14, 2014

When planning your marketing research program, different techniques can be used to get you the knowledge you need to strengthen your decisions.

Online focus groups are a three to five day long computer/tablet/mobile phone-based discussions between the moderator (me), and twenty or so of your customers or prospective customers or staff. We talk (type) twice a day about the issues you want to know about and get clear, cost-efficient responses.

By using online focus groups, we’ve included participants from Karratha (WA) in the same online groups as participants from Redfern (NSW), from Toorak (Vic) and from Mt. Gravatt (Qld) – and saved just that client over $10,000 in research project travel costs.

Online focus groups get more open and honest comments from junior staff in hierarchical organisations because the nom-de-plume each participant is given saves them from either suppressing comments or risking career-limiting repercussions. Ideas generated have improved distribution and branding – even when senior managements were sure all was adequate.

Participants log in to our secure site twice a day (for 10 to 20 minutes a time). In each session, they answer questions from us and then see the answers others gave, and then comment on those too, building up the layers of insight.

We get around 30% more words for analysis than we do from face-to-face-face focus groups, which gives more and richer information to answer your questions.

So if you are looking to further strengthen your business, depending on the need, online focus groups could be the approach to use.

To discuss this method’s benefits for you, further, call or email Philip Derham now.

To find out more, contact Philip Derham – by email at Philip.Derham@derhamresearch.com.au    or by mobile phone 0414 543 765 or by telephone (+61) 03 9897 3011.

Or use the form below!

Reported changes that can affect your business may not be the real changes you need to manage.

April 7, 2014

The CommonBank-queueswealth Government is considering plans to change the law to allow tellers to give general financial advice and sell financial products on commission.

Journalists reporting this say it may be good for financial institutions/bad for consumers or financial planners and shouldn’t happen.

The problem not addressed in the news: – Branch-based activity is diminishing rapidly.

The marketing research evidence:

Data suggests that over the last fifteen years:

*   The proportion of customers visiting a branch has declined to just about half of the total customers.Online-payment

*   Over the same time, Internet bank and smart phone app use has grown from almost nothing to use by half the customers.

*   And of Internet users, three quarters Internet bank at least monthly while only one in five visits a branch at least monthly.

The response needed

The important response for the finance industry is to establish how to engage with and to sell to the fast increasing number who Internet or app bank, while still engaging with the declining proportion who are branch visitors.

There may be similar changes in your industry, with reporting concentrating on those that may nor be the core ones that will generate more business for you.

We can help you to identify what your customers are doing and what motivates them, so you can sell to them more effectively.

To discuss how we can assist you further, please call or email Philip Derham now.

To find out more, contact Philip Derham – by email at Philip.Derham@derhamresearch.com.au    or by mobile phone 0414 543 765 or by telephone (+61) 03 9897 3011.

Or use the form below!

Making interesting facts reveal business opportunity.

June 5, 2014

When you are looking for new business opportunities, lots of interesting facts leap out, and they can point to new directions, but can they help get morOpen-signe business?

One client came to us with lots of interesting facts and an expectation they pointed to new business opportunities.

The (public domain) facts they provided were that there were 11,764 cafés and restaurants in NSW and only 177 in the Northern Territory (1.6 cafés per 1,000 people in NSW and only 0.7 cafés per 1,000 people in the NT).
And that NT people earn more than people in NSW – $1,906 a week in NSW but 15% more in the NT ($2,184).

These “interesting facts” lead to the question of why are there fewer cafés per 1,000 people in the NT than in NSW?

The steps that followed from the interesting facts were to identify why there were fewer cafés per head in the NT, what barriers there were and particularly what would motivate NT people to eat out, and more.

Answering these and other questions required focus group and survey research.

So, when you need to go beyond the interesting facts, and know whether there is an opportunity, please call or email Philip Derham.

To find out more, contact Philip Derham – by email at Philip.Derham@derhamresearch.com.au    or by mobile phone 0414 543 765 or by telephone (+61) 03 9897 3011.

Or use the form below!

Thank heavens it’s Tuesday!

July 1, 2014

Monday morning management meetings are usually good starts to the week.

You’re back at work, refreshed, rejuvenated and the management team is firing on all cylinders. Ideas and questions race through the meeting, and you are ready to decide, to act and get everything moving.

And then someone says “If only we knew for sure, then we could..…”

Talk about stopping momentum, slowing enthusiasm, and making this new week just another week.

But there is a solution.

When you need to know the answer to just one question, to just one issue, you’ll probably find our 20 Questions One Topic Monitors™ can get you the answers you need.

Quickly.

If you call us straight after your Monday meeting, you can check and see if one of our pre-existing 20 Questions One Topic Monitor™ surveys covers your need.

If one does, and you commission it by Monday night, subject to receiving approval to proceed and the sample by lunchtime on Tuesday, we’ll report your answers on Friday afternoon.

When you know the answers, and are ready with those, your weekend can again be as refreshing and rejuvenating as the last, because you know that your next Monday management meeting can know, decide and act effectively.

We are able to help quickly and cost-effectively. To find out more, please call or email Philip Derham.

To find out more, contact Philip Derham – by email at Philip.Derham@derhamresearch.com.au    or by mobile phone 0414 543 765 or by telephone (+61) 03 9897 3011.

Or use the form below!