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GMI Newsletter - November 2008
Welcome to the November 2008 edition of our newsletter.
Choose an article below:
New GMI Interactive demos now available
Comparative research recently conducted by GMI and UK client Engage Research shows that online respondents get bored with the same standard question formats. With GMI Interactive, you can add animation and interactive graphic elements to your online surveys, and dramatically increase your response rates and the quality of your research data. Replace a standard grid question with one featuring sliders and buttons, or give respondents the ability to drag pictures into the box that corresponds with their opinion. Not only do GMI's interactive Flash® survey techniques motivate respondents to complete surveys, they also stimulate their creativity and generate more thoughtful, quality responses.
GMI Interactive can be used for a variety of applications, from click testing to virtual shopping, and provides online media evaluation tools that are far quicker and more cost-effective than traditional methods. Use click testing to evaluate indoor and outdoor advertisements, whereby respondents click on the items that grab their attention, producing a heat map. Click testing is an excellent way to test print and online advertisements, websites and magazines to name just a few. GMI Interactive also enables the integration of animated page flipping into magazine evaluations. Virtual shopping applications allow respondents to pick an item off of a shelf, rotate it 360 degrees, and even proceed to the checkout to purchase the chosen item. This makes GMI Interactive a valuable evaluation tool for pricing, package design and shelf placement.
Take a GMI Interactive demo »
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Panel spotlight: France
With a population of over 62 million, of which well over half are Internet users, France ranks fourth among the world's top countries with the largest market research spend (source: ESOMAR Global Market Research Report 2008). In the past eight years, France has witnessed a significant 325% growth in Internet usage (source: Internet World Stats).
Twelve percent of French market research is now conducted online. To help customers maximize on these opportunities, GMI provides easy access to some 350,000 French consumers, highly profiled on hundreds of attributes. Our panel composition is close to nationally representative, and generates one of the highest response rates of our European consumer panel.
Our local GMI team, based just outside of Paris, has extensive experience in market research. They can help customers with the review of online questionnaires to make sure they are localized appropriately, but also advise on methodology, questionnaire design, targeting, quotas and data processing. The care with which GMI handles its panel translates into authentic, quality responses generating meaningful, actionable insights into French market trends.
Need French sample? Contact us »
Download the GMI Global Panel Book »
Download the GMI Specialty Panel Book »
Contact the French GMI team »
Defacto research & consulting GmbH selects GMI's online panels for German consumer study
Defacto research & consulting GmbH is part of the defacto.group, which is a full-service provider of complex CRM and dialogue solutions that employs 800 people. Founded in 1989, it is headquartered in Erlangen, Germany, with additional offices in Nuremberg and Istanbul, Turkey.
Consumers talk about products and services among themselves all the time, and like to receive personal recommendations from friends, relatives and colleagues before making a firm purchasing decision. “At this year’s Management Forum in Davos, Switzerland, Facebook Founder Marc Zuckerberg said that there is nothing more interesting to people than a recommendation from a close friend,” explains Dr. Jens Cornelsen, Managing Director at defacto research & consulting GmbH. “We wanted to find out to which degree personal recommendations influenced personal purchasing decisions compared to print advertisements and broadcasting spots.”
The object of defacto’s Opinion Leader study was to analyze the importance of consumer recommendations in six main industries, including automobile, fashion, financial services, pharmaceutical, fast-moving consumer goods (FMCG) and entertainment electronics. To conduct the representative survey, defacto called upon GMI’s consumer panel to poll some 1,200 German consumers who were asked about their communication and recommendation behavior. In the study, 42% of German consumers said that personal advice had a high or very high influence on the products they chose to purchase. The only influence which carried a higher weight when making a buying decision was simply the personal consumer experience (for 90% of respondents).
When looking at the different industries, the study showed that advice from friends and colleagues was especially of high significance in the entertainment electronics industry, where almost every other respondent (49%) is influenced by personal recommendation to a high or very high extent. Findings also revealed that the significance of recommendations is growing consistently in the pharmaceutical (42%), FMCG (44%), automobile (42%), financial (38%) and fashion industry (33%).
“Companies need to identify those consumers who talk about their products, and use that concrete intelligence to take a firm position as opinion leaders in the marketplace,” adds Dr. Cornelsen. “We anticipate that, across sectors, direct communication will play a very important role to ensure future marketing success.”
When compared with personal recommendation (42%), the significance of other ways of communication and advertising is much lower. The study revealed that about one third (37%) of all respondents rely on online test reports. Print advertisements, on the other hand, influence about every fifth (17%), and broadcasting spots only about every tenth (11%) consumer. The Internet and brochures as communication or information channels have a low influence on buyers’ decisions, with 20% and 17% respectively.
About defacto research & consulting GmbH »
Request a German panel quote »
Download GMI's Global Panel Book (PDF) »
Download GMI's Specialty Panel Book (PDF) »
GMI ranks #170 on Deloitte's 2008 Technology Fast 500
This year, GMI is again featured on Deloitte's Technology Fast 500, a ranking of the 500 fastest-growing technology, media, telecommunications and life sciences companies in North America. Rankings are based on percentage of fiscal year revenue growth over five years, from 2003 to 2007. GMI posted a five-year revenue growth rate of 1,096 percent for that period, ranking #170 for 2008.
"Once again, we are honored to feature on Deloitte's prestigious Technology Fast 500 for the fourth year running," explains Mike Brochu, GMI's President and CEO. "There is no question that technology will continue to change the face of the global market research landscape and drive our business forward. We look forward to continuing to be at the forefront of innovation to deliver actionable market insights, so our clients can remain agile in these challenging economic times."
Read the full press release »
Learn more about GMI awards »
Contact us »
GMI's EMEA team on the road again in November
November has been a busy month for our EMEA team again this year, from trade show exhibits and speaking engagements all the way to interactive quizzes!
While we were presenting with customers at the Marketing Information Event (MIE) in Rotterdam, Netherlands, Jon Puleston from our London interactive team was speaking at SEMO 2008 in Paris, France. Then it was time to head out to Oslo, Norway, for the Norwegian Market Research Day. We then finished our European tour in the third week of November with Research & Results in Munich, Germany and The Insight Show in London, UK.
Throughout these events, GMI showcased its interactive survey capabilities in the shape of a quiz about Europe, movies and the Olympics. Click through the survey to see it for yourself!
Quirk's article: Use research to keep customers happy and management well-informed
Authored by Paul Lubin, Senior Vice President at Informa Research Services, this article highlights how different research methods can be used to create a full picture of customer interactions with a company. Published courtesy of Quirk's Marketing Research Review, October 2008 issue.
Read the article (PDF) »
Visit the GMI Resource center »
Contact us for a quote »
Who's new at GMI
Bryant Attaway, Client Operations Coordinator - Boston, USA
Binoi Shah, Sample Manager - London, UK
Scott Walsworth, Technical Project Manager - Bellevue, USA
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