December 2007 GMI Newsletter

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Welcome to the December 2007 edition of our newsletter.

GMI enables BusinessWeek Research Services to tap into hard-to-reach Chinese sample

BusinessWeek Research Services is the full-service custom research department of the business publication based in Manhattan, New York. Their five members of staff serve the intelligence needs of its parent company, the McGraw Hill Group, as well as a wide range of external clients that include non-profits and Fortune 500 companies in a variety of industries. From defining target audiences and designing surveys all the way to collecting data and analyzing research results, they enable customers to gather market insights for better-informed strategic decisions.

"We needed to conduct an international study for a German client in the insurance space," explains Marc Scheer, Account Executive in charge of managing the project at BusinessWeek Research Services. "Our proprietary online panel of BusinessWeek subscribers and online registrants is mostly U.S.-based, so we knew we needed to outsource the global part to a specialist panel provider. We had worked with GMI last year on another global project, and as we had a very positive experience then, we decided to call upon their expertise again this time around. The proposal was delivered quickly, and quoted a reasonable price for the study."

The sample challenge that BusinessWeek Research Services faced for this research project was that of targeting affluent, educated college graduates in China, who were able to comfortably take an online survey in English. 150 completes had to be collected within a week. "GMI came through when other international panel providers fell short," continues Scheer. "GMI was able to over-deliver on the sample target requested by our client, in a shorter timeframe than expected, and at a higher incidence rate."

BusinessWeek Research Services conducts 80% of its projects online. It chooses to leverage online research because it is faster, more cost-effective and less invasive than other data collection methods. The subscribers of their proprietary panel, who are mostly business professionals and executives, can take online surveys at their leisure while providing valuable intelligence.

"We have an excellent proprietary panel, but unfortunately, it does not offer enough global respondents for us to be able to fulfill the 10% of our research projects that we field internationally. This is the reason why our partnership with GMI is so valuable," concludes Scheer. "They really came through for us on this Chinese sample at a very reasonable price. Our project was eventually completed to our client's full satisfaction, which is the best ROI we could have asked for."

• Need Chinese sample? Contact us.
• Read our Quirk’s bylined article on conducting market research in China
• View our Global Panel Book

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GMI Webinar Series: Growing your business with GMI - an Interpret case study

Interpret LLC, based in Santa Monica, CA, was founded in March 2006. This up-and-coming media measurement and market research agency evaluates and measures the intersections of content, advertising, technology and consumer behavior. It conducts multi-country studies in the video game, wireless and home entertainment industries, approximately 55-65% of them online using GMI's integrated software, global panel and service bureau solutions.

Come hear Interpret CEO Michael Dowling as he presents how GMI has helped Interpret grow by over 700% in the past year.

Date: Wednesday, January 23, 2008
Time: 10:00 - 11:00 am PST

• About Interpret LLC
• Read the Interpret case study

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Downloads

• Tip of the month: Research Analyzer Weight Wizard (PDF)
• Quirk's article: Build a consensus, focus on quality (PDF)
  • ARF initiative involves clients in creating standards and metrics to evaluate online research. Authored by Robert I. Tomei, chairperson of the ARF Online Research Quality Council. Published courtesy of Quirk's Marketing Research Review, November 2007.

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Who's new at GMI

Gerald Liedtke, Database Engineer - Bellevue, USA
Wayne Luchtenburg, Senior Director, Sales, West Region - South Carolina, USA
Kristina McAteer, General Ledger Analyst - Bellevue, USA
David Parker, Chief Financial Officer - Bellevue, USA
Tim Polc, Technical Support Specialist - London, UK

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