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
