Phyllis Macfarlane Skills For A NewMR World 2016
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Developing MR skills for Developing Markets – NewMR Webinar Phyllis Macfarlane, GfK, 2016 Developing MR skills for Developing Markets Phyllis Macfarlane GfK 20 October 2016
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Transcript of Phyllis Macfarlane Skills For A NewMR World 2016
DevelopingMRskillsforDevelopingMarkets–NewMRWebinarPhyllisMacfarlane,GfK,2016
DevelopingMRskillsforDevelopingMarkets
PhyllisMacfarlaneGfK
20October2016
DevelopingMRskillsforDevelopingMarkets–NewMRWebinarPhyllisMacfarlane,GfK,2016
MarketResearchisdifferentindevelopingmarkets
• AsaresearcherfromadevelopedmarketyouneedtounderstandhowtocommissionandmanagegoodqualityMR,andavoidculturalpiAalls–whichcanbequitedisastrous
• AsaresearcherinadevelopingmarketyouneedtohandleinternaDonalclientsanddogoodworkforthem,andyouneedtobegrowingyourlocalclientbase.Youcan’tliveoninternaDonalclientsalone!
DevelopingMRskillsforDevelopingMarkets–NewMRWebinarPhyllisMacfarlane,GfK,2016
SomeKeyDifferences:1)Sampling
• TheconceptofNatRepsamplingcanbeveryvariable.Itmaynotcoverallgeographyorallsocialclasses.
• IngeneralyouneedtocheckassumpDonswheresamplingisconcerned
• ResearchersinDevelopingMarkets–beawarethatclientsfromDevelopedMarketswillhavelessandlessexperience/knowledgeofF2Fsampling
DevelopingMRskillsforDevelopingMarkets–NewMRWebinarPhyllisMacfarlane,GfK,2016
Whatis‘NaJonallyRepresentaJve’?Source:ESOMARGLOBALPRICESSTUDY
MostagenciesofferingonlineU&AresearchsaidNatRep
WASpossibleintheircountry
“Ifaclientasksyoutoquotefor500interviewsonaXtudestowardsTVadverDsing,withanaDonallyrepresentaDvesampleofadults,whatwouldyouassumethismeant?Pleasedescribewhoyouwouldinterviewandhowyouwouldselectthem,inyourownwords.”
44%
34%
22%Quota
Random
Urbanarea
76%minage=185%minageover18(1case=28years)20%minageunder18(min=8years)
51%didnotspecifyanupperagelimit16%said65years22%specifiedunder65years(min=45years)11%saidanageover65years
DevelopingMRskillsforDevelopingMarkets–NewMRWebinarPhyllisMacfarlane,GfK,2016
4TopTipsSource:ESOMARGLOBALPRICESSTUDY
One• ASSUMEmakesanASSofUandME
Two• Supplierwriteintheirownwordstheirproposedsteps
Three• SuppliertodescribewhowillNOTbeincludedintheresearch
Four• Askwhatotherbills/expensesyoumightberesponsiblefor
DevelopingMRskillsforDevelopingMarkets–NewMRWebinarPhyllisMacfarlane,GfK,2016
SomeKeyDifferences:2)Fieldwork• FieldworkindevelopingmarketsissDlldonemainlyface-to-face
• Beawarethatqualitycanbevariableforbothqualandquantfieldwork–Interviewers,ingeneral,arenotwelltrained,andcertainlynotwellpaid.Somemaysubcontracttofriends.CheaDngmayoccur.
• Insistthatagoodpersonalbriefingisgiven–bysomeonewhounderstandstheprojectfully-includetrainingonanydifficultaspectsoftheproject
• ThingsarevastlyimprovingwiththeuseofmobilephonesasCAPIdevices–butbesurethatthestatedqualityprocessesareactuallyfollowed
• EspeciallywithGroupdiscussions–checkthatrespondentsdoqualify
DevelopingMRskillsforDevelopingMarkets–NewMRWebinarPhyllisMacfarlane,GfK,2016
Switzerland
281
USA
237
Singapore221
Sweden
202
SriLanka
29
Ukraine
39
Pakistan
46
Romania
56
Kenya
56PriceIndex100=GlobalMedianU&AandFGD Source:ESOMARGlobalPricingStudy
DevelopingMRskillsforDevelopingMarkets–NewMRWebinarPhyllisMacfarlane,GfK,2016
SomeKeyDifferences:3)SocialClassificaJon
• SocialClassificaDon–isverydifferentindevelopingmarkets–itisnotnecessarilybasedonyourjob,asindevelopedmarkets.
• PeopleosenhavemulDplejobsinemergingmarkets.
• Orliveatsubsistencelevel.
• Understandwhatisusedlocally.
• InAfrica,forexample,specialmethods,basedonownershipofproducts,havebeendeveloped.
• SomeDmesbothapproachesareused–togiveflexibility.
DevelopingMRskillsforDevelopingMarkets–NewMRWebinarPhyllisMacfarlane,GfK,2016
SomeKeyDifferences:4)LanguageandCommunicaJons
• Language–checkwhatlanguagethequesDonnaireistranslatedinto–aremorelanguagesneeded?Howisthatmanaged?
• SomeDmesitislestoInterviewerstotranslateintolocallanguages-meaningsmaybechanged.
• ForexampleinRwandaaskingrespondentstothinkabouttheir‘business’asseparatefromtheir‘product’–didnotwork–theirlanguagedidnotdisDnguish.‘Strength’and‘Power’maybethesamewordinlocallanguage.
• CommunicaDons–bothsideswillmisunderstandandbemisunderstood–it’sinevitable.Bedisciplined–writeeverythingdownclearly,andcheck,checkandcheckagain.
DevelopingMRskillsforDevelopingMarkets–NewMRWebinarPhyllisMacfarlane,GfK,2016
Researchersfromdevelopedmarkets–AlwaysdosomequalitaJvework
• Itisjusttooeasytoassumethatotherculturesworklikeyourown–theyosendon’t.IrecommendthatyoushouldalwaysdosomequalitaDvework–oratleastreadanypriorqualworkthathasbeendone
• Youwillnotunderstandthecultureotherwise–andyouwillmakemistakes
DevelopingMRskillsforDevelopingMarkets–NewMRWebinarPhyllisMacfarlane,GfK,2016
SomeKeyDifferences:5)TimingandResponsiveness
• Thingscangowrongeverywhere–buttheyaremorelikelytoindevelopingmarketswheretheinfrastructureislessestablished–especiallyoutsidemajorciDes
• And‘process’islessdevelopedinemergingmarkets–thereislessconDngencyplanning.‘PlanB’isnotawellusedconcept
• Theremaynotbeclearstructuresifsomeoneisillorcalledaway–makesurethatyouknowtheteam
DevelopingMRskillsforDevelopingMarkets–NewMRWebinarPhyllisMacfarlane,GfK,2016
SomeKeyDifferences:6)Workingculturesmaybedifferent
• Ingeneral,societyindevelopingmarketsismorehierarchical
• Researchersarenotencouragedtochallengeclients
• Theyarealsonotencouragedtodevelopthemselvestoomuch–incasetheymoveon
• Theyarenotexpectedtogivebusinessadvice
• Notusedtohigh-level,sophisDcatedPPTpresentaDons
DevelopingMRskillsforDevelopingMarkets–NewMRWebinarPhyllisMacfarlane,GfK,2016
SomeKeyDifferences:6)Workingculturesmaybedifferent
• EuropeanandUSagenciestendtobelargeandveryorganised–andprocessdriven
• Theytendnottobeawareoftheissuesresearchersfaceintheircountry–orknowledgeableaboutthetechniquesused
• TheyaredemandingofprocessandtechnologyandDming
• KISHgrid–knowntosomebutnottoothers
DevelopingMRskillsforDevelopingMarkets–NewMRWebinarPhyllisMacfarlane,GfK,2016
ResearchersinDevelopingMarkets-Amendyour‘culture’forthenewworldofMR
• Challengethebrief–especiallyifitasksforthingsthatarenotappropriateinyourcountry
• AskquesDons–makesurethatyouunderstand
• Showyourlocalknowledge/experience
• Learntogiveadvice
DevelopingMRskillsforDevelopingMarkets–NewMRWebinarPhyllisMacfarlane,GfK,2016
ResearchersinDevelopingMarkets-BuildyourMRskills
• Theworldofmarketresearchischangingfast–don’tthinkthatnewtechniqueswon’tgettoyousoon–beprepared
• ReadpapersandwatchpresentaDonsfromESOMARandlocalassociaDons–especiallyaboutnewtechniques
• ThinkalltheDme–‘howwouldthatworkhere?’
• Youaregoingtoleap-frogsomeareasofdevelopment–beprepared
DevelopingMRskillsforDevelopingMarkets–NewMRWebinarPhyllisMacfarlane,GfK,2016
ResearchersinDevelopingMarkets-BuildyourGeneralManagementandMarkeJngSkills
• Marketresearchisnolongeranichebusiness–wecompete
withmanagementconsultantsandtechnologybusinesses
• Marketresearchisnolongeraboutjustsurveys–youneedtounderstandtheworldofbusinessandmarkeDng,inthebroadestsense
• Ifyoucan,findyourselfamentor.Adviceandanotherpointofviewarealwaysuseful
• Andalwaysthinkentrepreneurially
DevelopingMRskillsforDevelopingMarkets–NewMRWebinarPhyllisMacfarlane,GfK,2016
BuildingLocalClientsisSOimportant• VeryhighproporDonsofthetotalMRspendindevelopingmarkets
comesfromInternaDonalclients–CommercialcompaniesorNGO’s
• LocalcompaniestendtobewaryofMR–theythinkit’sexpensive,andarenotsurehowtouseit.Andtheydon’thavetheDme
• YouneedtoconstantlypromotethevalueanduseofMR–preferablythroughthelocalMRAssociaDon,orjustdoityourself.OffertolectureatthelocalUniversity!
• Researchdoesnothavetobeexpensive–andeverybusinessneedsevidencefordecisionmaking
DevelopingMRskillsforDevelopingMarkets–NewMRWebinarPhyllisMacfarlane,GfK,2016
Summary• Weliveinaworldwhereskillsconstantlyneedtobeupdated–keepupwith
allthenewtrendsinresearch,andthinkhowtheycanbeappliedinyourparDcularmarket
• NevermakeassumpDonsunDlyouknowhowacountryworks–it’salltooeasytogetitwrong
• Quality,qualityandqualitymustbeyourpassions
• Don’tgetstuckinaniche–marketresearchsitswithinamuchbigger‘informaDon’market–youneedtounderstandhowbusinessandmarkeDngworkgenerally
• MakeitapersonalresponsibilitytopromotethevalueofMRamongstlocalbusinesses
DevelopingMRskillsforDevelopingMarkets–NewMRWebinarPhyllisMacfarlane,GfK,2016
ThankYou!
PhyllisMacfarlane,[email protected]
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DevelopingMRskillsforDevelopingMarkets–NewMRWebinarPhyllisMacfarlane,GfK,2016
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