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January 2008 newsletter
Welcome to the January 2008 edition of our newsletter.
Resonance Technologies relies on GMI's high-quality global panel for in-depth insights
Needing to predict the potential of a new concept early in the development process, with limited time and an even more limited budget, is a challenge that Jeb Hurley and Roger Graves had faced too many times. After experiencing the frustrations associated with the cost and quality of traditional approaches to new concept testing, the two entrepreneurs envisioned creating a new kind of product research firm. The new company would focus on answering a simple, powerful question at the very front-end of the product development process: “does this concept really motivate people and why?”
With the help of fellow entrepreneur and market research guru Steve Gang, Hurley and Graves founded Resonance Technologies in January 2006. The three professionals leveraged the latest in Web application software and an innovative online in-depth interview methodology called Resonance® that Gang and his colleagues in performance psychology and neuroscience had developed 10 years earlier. The following September, clients began using RezTech Predictor™, the company’s first flagship product, for a fraction of the time and cost of traditional in-depth interview methods.
Today, the next generation of Resonance products is being used around the world to predict the potential of new concepts, products and advertisements. The company’s nine employees based in Salem, Mass. have conducted over 40 research projects for more than a dozen different clients from sectors ranging from non-profits and transportation to consumer electronics and agricultural equipment.
“Our in-depth online interview methodology provides rich, qualitative answers with the peace of mind of being statistically valid and projectable, so the quality of the panel we use in our research projects is of utmost importance,” explains Jeb Hurley, co-Founder, President and CEO of Resonance Technologies. “We have relied on GMI for our panel needs since the inception of the company. We have also tried working with other panel providers, but their panel quality didn’t even come close to GMI’s.”
Resonance Technologies had a client in the consumer electronics industry who had to make a strategic go/no-go decision on developing a new line of audio products in China. They had a limited budget and were working to a tight deadline. In less than two weeks, they needed an accurate measure of the strength of consumer enthusiasm towards the new concept, and wanted to segment target consumers based upon how motivated they were by the concept. Resonance Technologies called upon GMI’s consumer panel in Hong Kong, and in less than three days, GMI was able to provide over 200 online interviews.
Using RezTech Predictor, Resonance Technologies measured the strength of consumer enthusiasm towards the new concept, segmented target consumers based upon how motivated they were by the concept, and then detailed the underlying elements of that motivation. With GMI’s support, Resonance Technologies completed the research and delivered results in less than 10 days. GMI’s panelists provided the end-client with rich, detailed insights into why they were or were not enthusiastic about the new product concept.
“Speed of execution and breadth of panel are important factors to consider, but for us, it is primarily the quality and thoughtfulness of panelists’ responses that is the core measure in working with a global panel provider,” adds Hurley.
Behavioral and demographic data, pricing sensitivities and customized short answers were combined to support Resonance Technologies’ prediction of how well the new product would sell. Query, analysis and word search capabilities allowed the client to view and mine their data in any way they wanted. Results were delivered via a Web-based interactive dashboard, allowing them to simultaneously share the results with both their U.S. and Asian teams.
“Partnering with GMI has not only helped us grow and diversify our client portfolio, it has also enabled us to win a lot of repeat business. In addition to offering very competitive pricing, GMI’s service teams are always very responsive to our needs. In any given project, we have saved up to 20% in time and costs. All these benefits make GMI an invaluable sample partner for us to grow our business, and make it more efficient, so we serve our clients better.”
Register for the Resonance Technologies webinar »
About Resonance Technologies »
Need global sample? Contact us »
View our Global Panel Book (PDF) »
GMI Webinar Series - Innovation in new product research: Neuroscience, online interviewing and Web 2.0 software tools
Come hear Resonance Technologies Co-founder, President and CEO Jeb Hurley as he presents how his company combines neuroscience and Web 2.0 software tools with GMI’s online interviewing capabilities and panels to answer the question: “Does your concept motivate your target customers and why?”
Register for the free webinar »
GMI Poll: Chinese consumers choose their favorite LCD TV brands
The latest GMI Poll, which surveyed 300 potential LCD TV buyers in Mainland China in December 2007, found that almost 60% of Chinese consumers would choose an international brand when purchasing an LCD TV. Sony, Philips and Samsung ranked in their top three favorites.
Both quality (50%) and branding (20%) were chosen as the top two factors that Chinese consumers care most about when it comes to purchasing an LCD TV. Sony, Philips and Samsung were again regarded as the best international brands in regards to quality, while Skyworth, Haier and TCL are seen as the best local Chinese quality brands.
Request a quote for Chinese sample »
View the GMI Global Panel Book (PDF) »
Read our Quirk’s byline on research in China (PDF) »
On the road again: Meet us at an upcoming event!
Come find us in sunny Miami, February 5-6, at the CASRO Panel Conference which will be focusing on such topics as panel recruitment and usage, respondent issues, sample quality and survey design to better understand the role that panel quality plays in survey results and research projects overall. Stop by the GMI booth to discuss the steps GMI is taking to ensure online panel quality, and take part in our American Airlines gift card prize draw!
On March 6th, GMI’s EMEA team will be exhibiting and speaking at the Swedish Market Research Day in Stockholm. Jon Puleston, Vice President of GMI’s Interactive Division based in London, UK, will present how to increase online survey response rates through the use of interactive survey technology. He will discuss how this innovative medium dramatically enhances the knowledge of consumers, while simultaneously providing a dynamic, fun experience for survey takers.
GMI’s APAC trade shows will kick off with the ESOMAR Asia-Pacific Conference to be held in Singapore, April 7-9. Forecasters suggest that, within decades, the region will become the world’s dominant economic force and biggest market. This forum will look at the role of research in bringing this date closer and making these predictions a global reality.
Schedule an appointment with GMI »
Learn more about the CASRO Panel Conference »
View all GMI events & tradeshows »
GMI Poll sheds new light on African-American culture
An education and a stable family are key to social standing in the African-American community, while jewelry and fancy cars are considered among the least important. These are some of the findings of GMI’s African-American culture study, which polled 1,285 African-Americans in December 2007. GMI’s African-American specialty panel currently counts over 100,000 members in the U.S.
The study covered a variety of other topics, including African-American owned businesses, African-American literature, the perception of Condoleezza Rice in the African-American community and interracial relationships. It showed that 82% of African-American respondents knew someone in an interracial relationship. Even though interracial relationships have become common, less than half of African-Americans polled say they would consider marrying someone outside their race. 21% said they wouldn’t ever consider it.
Read the African-American culture study (PDF) »
Request a quote for African-American sample »
View our Specialty Panel Book (PDF) »
GMI Vancouver raises food and cash for local food bank
As part of the "CANstruction" event, held by GMI in December last year, two teams of GMI employees in Vancouver, BC competed to build the best structure out of canned goods.
While the Green Team created a carol ship sailing under Vancouver's Lion's Gate Bridge, the Red Team won with a peanut gallery display accompanied by a skit involving the whole team. They solicited donations from local grocery stores and suppliers, and raised money by selling chocolate truffles and shortbread. The event made the local paper, and a total of CDN $1,270 was raised in cash and canned goods for the local food bank.
View the newspaper article (PDF) »
Quirk’s article: Telephone vs. Internet data collection
Authored by James H. Nelems, CEO of the Marketing Workshop Inc. Published in Quirk’s Marketing Research Review in December 2007 and reprinted courtesy of Quirk's.
Tip of the Month: Import data from your study directly into your panel
Net-Panel's Linked Attributes tool allows you to update existing panelist records or even create new panelists.
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