Wednesday, March 25, 2009
How Research is Different?
In most markets advertising and marketing is changing and the dynamics are altering markets - for example Google offering software in return for ad services. And Microsoft also playing in this space.
But how is Research different?
a) In most markets you take advantage of increasing search efficiency to use keywords to deliver clicks that will drive more leads. In research this would mean that you would build panels for example by leveraging keywords like 'surveys' and so on - yet these are precisely the kind of people that we don't want too much of as they are likely to be more of the 'professional respondent' type - so efficiency isn't as high!
b) In many markets, some dynamics are moving to lower cost or 'free' in the name of efficiency. This is often supported by advertising models eg airlines. But in research this is difficult because of the wall between research and marketing
And that is what makes this industry so fascinating
But how is Research different?
a) In most markets you take advantage of increasing search efficiency to use keywords to deliver clicks that will drive more leads. In research this would mean that you would build panels for example by leveraging keywords like 'surveys' and so on - yet these are precisely the kind of people that we don't want too much of as they are likely to be more of the 'professional respondent' type - so efficiency isn't as high!
b) In many markets, some dynamics are moving to lower cost or 'free' in the name of efficiency. This is often supported by advertising models eg airlines. But in research this is difficult because of the wall between research and marketing
And that is what makes this industry so fascinating
Sunday, March 22, 2009
Brand Image
Every industry uses the internet in its own image.
Some use it to sell more products
Some use it to streamline service
Some use it to extract more and more information so that they can sell to advertisers
Research uses the internet in its own image: to gather more information as a platform for insight. And that information is rightly becoming more and more qualitative (read conversational) these days. But is that the sum total of our image? Should we not be using the internet for other opportunities across the end to end spectrum of our world? I think that the answer is not so clear now but relatively inevitable. And this is what keeps me going each day.
You?
PS I have been away from the Blog for a while. No reasonIt isn't laziness, just that not all of the rules of the game have changed!!!
Some use it to sell more products
Some use it to streamline service
Some use it to extract more and more information so that they can sell to advertisers
Research uses the internet in its own image: to gather more information as a platform for insight. And that information is rightly becoming more and more qualitative (read conversational) these days. But is that the sum total of our image? Should we not be using the internet for other opportunities across the end to end spectrum of our world? I think that the answer is not so clear now but relatively inevitable. And this is what keeps me going each day.
You?
PS I have been away from the Blog for a while. No reasonIt isn't laziness, just that not all of the rules of the game have changed!!!
