May 2005 GMI Newsletter

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New Market Research Industry Report

"The Modern Online Research Industry, Current Practices and Trends"

A new study of global market research companies by Simon Chadwick, noted market research expert, underscores the trend we're all experiencing: the increasingly online movement of the research world.

Key topline findings of this April 2005 report include:

• 25-30% of all survey research will be conducted online by 2010.
• Today's $1.3 billion online research market will triple to $4 billion by 2008.
• While research companies are investing heavily in online resources, they are at the same time experimenting heavily with outsourcing many parts of the online function including software, hosting and panels.
• Both research companies and end-user clients are engaging in building their own panels for online studies.
• Primary concerns about online research center around panel and sample quality. Panel management, maintenance procedures and response rates are key selection criteria when outsourcing panel projects.
  One of the world's largest actively managed consumer panels, GMI's Global Panels offer unparalleled panel integrity. Beginning with our rigorous panel recruitment process, GMI strives for the highest standards of quality at every point of interaction with our panelists. The result is engaged panels, thoughtful responses, and high response rates.
• Many research companies continue to wrestle with making a software platform investment, debating whether to go it alone or outsource. Key issues include robustness, reliability, and flexibility. Clients, on the other hand, are more interested in ease of use.
  Net-MR offers a comprehensive, integrated solution for market research. Scalable performance and a progressive licensing model makes sure you always have access to the latest software while keeping total cost of ownership low.
• Worldwide, more than 50% of research reporting volume will be over the Web in the next three years.

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First Global Poll of How the World Sees the World

Sweden ranks first, USA ties for fourth, in Anholt Nation Brands Index ranking nations as global brands.

Launched May 25, 2005, the Anholt Nation Brands Index is the first analytical ranking of the world's nation brands. It ranks nations as top, rising or falling brands. The Index, led by nation brands expert Simon Anholt, polls consumers from the GMI Global Panel –now five million strong –on their perceptions of several countries in terms of:

• Cultural, political, commercial and human assets
• Investment potential
• Tourist appeal

This all adds up to a clear measurement of the power of a nation as a “brand” and a unique barometer of global opinion about individual nations. Click here to learn more about the study's methodology.

Country Rankings May 2005 Ranking

1. Sweden
2. UK
3. Italy
4. Germany / USA
5. Japan
6. China
7. India
8. South Korea
9. Russia
10. Turkey

Download the NBI Report now

Key findings of the first Anholt Nation Brands Index:

• Sweden is the overall winner. The USA tied with Germany for fourth place. A relatively low ranking for the USA could be explained by deep unpopularity of US foreign policy, which is dragging down positive perceptions about trade, exports, investment and popular culture.
• The UK came second. Although not as highly rated as a producer of products, it scores well as a tourist destination and on popular culture. The highest rated asset of Brand Britain, however, is the British people.
• The struggling nation brands are Russia and Turkey behind China and India. Russia has a great deal to disprove or remedy before it can overturn negative opinions and acquire positive brand attributes. As for Turkey, few people have direct experience and thus lack any strong opinion on that country.

A powerful and positive nation brand provides a crucial competitive advantage in today's environment of globalization. Countries compete with each other for the attention, respect and trust of investors, tourists, consumers, donors, immigrants, the governments of other nations and the media. It is essential for countries, both rich and poor, to understand how they are seen by audiences around the world. Their achievements and failures, their assets and liabilities, their people and products are all reflected in their brand image.

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GMI sponsors Frost and Sullivan MR Executive Summit

The 8th Annual Advanced Marketing Research Executive Summit in Naples, Florida from May 22-26 was sponsored by GMI and other major market research companies. GMI hosted a "Think Tank" session to discuss issues in global marketing research and presented a product showcase on Net-MR, including our new proprietary panel management software. Net-MR is the software platform of choice for Frost and Sullivan and 14 others in the top 25 global market research firms.

Click here to download "Modern Market Research in a Networked World: The Evolution of Global Market Research," the latest GMI White Paper, written by Frost and Sullivan. Watch for a second White Paper due out this summer.

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GMI launches new homepage

Go to the GMI home page and you'll notice some changes. It's the first step in making our extensive site faster and easier to navigate and helping you quickly connect with the right people and pages.

Want an easy shortcut? Look for the “Get Started Now” button to get step-by-step assistance in finding exactly what you need to solve your marketing research question right now. From the homepage you can now click directly to our latest Frost & Sullivan whitepaper, a FREE 30-day account, a Net-MR demo, or the latest newsletter. As always, clients can access their account in 18 languages directly from our home page. Just enter your username and password.

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New products

Add more power and productivity to your CATI studies with Net-CATI.

A fast new operator interface and powerful reporting tools makes the latest version of Net-CATI the leading productivity solution for telephone surveys. Part of the Net-MR platform, it's easy to integrate CATI with your other studies. You can also easily link Call Centers using Internet browsers and a simple login routine. Mixed-mode data collection, distributed across multiple locations, has never been easier.

Here are just a few of the new Net-CATI capabilities:

• Track the production rate (completes per hour) of individual interviewers and groups of interviewers. You can also average across the study and across multiple time periods.
• Load your "never call" list into Net-MR and search against this list when adding respondents for all studies.
• Capture data from interviews with language barriers by setting appointments for callbacks in the appropriate language.
• Interviewer management is integrated into the net-based administration and analysis tools. There is no limit to the number of working operators who can interview concurrently and you can add operators by simply adding a web-enabled PC.
• GMI's unique Java interface eliminates the lag between screens or questions, making distributed calls centers highly productive when collaborating on a single CATI project.

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Who's new at GMI

Patrick Callaghan, Sales Director, Pittsburgh. Patrick comes to GMI from Innovative Systems where he was Senior Sales Director of Compliance and Customer Data Integration Solutions for the past two years. He developed solutions for such Fortune 500 companies as Toyota, Reynolds, Blue Cross Blue Shield and US Steel. Prior to Innovative, he spent six years with Rockwell Software as Business Development Manager and as Strategic Sales Manager for the Midwest Region.

Barry Morsillo, Sales Director, Atlanta. Barry joins GMI having spent the last nine years in Internet and technology sales. He is skilled at building positive, long-term customer relationships and responding to the changing needs of clients within a dynamic team environment. Most recently he served as the Director of Southeast Sales for ForeSee Results, the market leader in online customer satisfaction management. He has also served as Director of Southeast Sales for Nielsen/Net Ratings, and Director of Sales and Business Development for Media1.com.

Emily Stinchfield, Project Manager, Minnesota. Emily spent the last year working on a successful US Congressional Campaign as Assistant Campaign Manager. Prior to that she was in sales for Marshall Fields and Point Marina in Minnesota. She holds a BA in Marketing from the University of St. Thomas, St. Paul, where she lettered in varsity golf.

Baillie Dempster, Sales Assistant, Seattle. Baillie graduated from the University of Washington with dual majors in International Studies and Communication. Professional experience includes a marketing internship for the Seattle Thunderbirds hockey team and TPC Snoqualmie Ridge Golf Course.

Sarah Laut, Marketing Assistant, Seattle. Sarah joins the office with a business degree in Marketing from the University of Montana-Missoula and professional experience that includes the roles of Customer Service Rep. for Stratstone of Mayfair in London and Account Executive for ROI Direct Marketing Strategies & Management Solutions.

Kyoko Iwatake, Global Panel Coordinator, Seattle. Bilingual, Kyoko brings a deep understanding of Asian cultures, including Japanese and Chinese, and training in conducting research from online surveys and statistical analysis to reporting. She holds a psychology degree from Western Washington University. She also enjoys cooking Asian cuisine.

Kate Sojda, Project Manager, Seattle. A recent graduate of the University of Puget Sound, she holds a degree in Computer Science/Business with a minor in Mathematics. While at UPS, she served as Conference Assistant for the Conference Services, acting as front-line contact with clients, planning and implementing events. She was also a student representative to the UPS Academic Standards committee.

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Best practices

Online In-Depth Research Delivers its Promise

Respondents stay active, engaged.
KDA Research in San Francisco recently pushed the envelope of online research with an online in-depth qualitative research project. They wanted to learn if they could engage participants for longer periods of time, whether mixing methodologies would produce better in-depth data, and if participants would disclose emotional details, all while enjoying the experience. In this article, reprinted with permission from the May 2005 issue of Quirks, online, in-depth research proves its promise, deeply engaging participants and keeping them engaged far longer than in focus groups, while allowing researchers to maximize the value of the study. More...

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