GMI Newsletter - February 2009

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Welcome to the February 2009 edition of our newsletter.

Choose an article below:

	GMI and Engage Research present at ARF Annual Convention & Expo		Panel spotlight: Australia
	GMI partners with The SmartAgent Company		Connect with GMI at global events throughout 2009
	Who's new at GMI

GMI and Engage Research present at ARF Annual Convention & Expo

Come join us on Wednesday, April 1^st at 11:15 am to hear Deborah Sleep, Founder and Managing Director of UK market research firm Engage Research, and Jon Puleston, Vice President of GMI's Interactive Group, as they present Panel quality: Leveraging interactive techniques to engage online respondents.

In this Key Issue Forum I Research Breakthrough session, GMI and customer Engage Research will show how market researchers can significantly improve the quality of their data, and maximize the return on their research investment by making online surveys more engaging for their respondents.

The paper will reveal the most recent findings from a series of studies that both companies have been conducting over the past 12 months, and outline some of the practical interactive techniques research professionals can leverage to achieve these goals.

The times of relying on respondent goodwill and nominal incentives for online survey participation and high response rates have come to an end. Respondents are getting tired, and engagement today is hanging by a fragile thread. Despite research budgets shrinking and resources becoming scarce in this troubled economy, expectations relating to data quality and the turnaround time of field studies remain the same - if not higher. The key to success and differentiation in today's highly competitive global marketplace will increasingly and heavily rely on how creative researchers can be to delight their respondents.

Survey participants have to be treated and rewarded fairly for the valuable time and opinions they bring to the market research process. The panelist experience will now take center stage and become an integral part of the respondent reward. At ARF, GMI and Engage Research will show that by addressing the challenges associated with static online survey design using interactive techniques, respondent boredom and its impact on data can be dramatically reduced. By humanizing the panelist experience, the market research industry as a whole has the opportunity to adopt a brand-new mindset that goes beyond just focusing on consumer insights, and start addressing the critical issue of respondent cooperation in a more holistic way.

Set up an appointment with GMI at ARF (Booth #315) »
View a GMI Interactive demo »
About Engage Research »

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Panel spotlight: Australia

According to ESOMAR's latest Global Market Research Report (2008), Australia shares the #1 spot with Finland out of the world's top 10 countries with the highest online research spend, tying respectively at 33%, and closely followed by Canada (31%) and Japan (29%). The U.S. comes in last place with 21%.

Despite a modest population of 21.5 million, the land down under counts a wealth of Internet users currently estimated at 16 million, with 4.7 million broadband subscribers and an Internet penetration rate of 80%. Over the course of the past eight years, the number of Internet users in Australia has soared by an amazing 153% (sources: Australian Bureau of Statistics / Internet World Stats).

Like many other affluent, developed nations, Australia is a consumer-driven society. To enable brands to keep a finger on the pulse of Aussie consumer opinions in real time, GMI's online panel offers the ability to reach over 275,000 Australian respondents who are highly profiled on hundreds of attributes, from age, gender and employment all the way to household, income and ethnicity. Our local APAC service teams dotted around the region specialize in fielding large multi-country research projects with complex programming, and offer around-the-clock project management support to attend to your research needs, in real time. Should you wish to conduct pan-Asian studies, GMI can help you supplement your Australian panel with respondents from 13 additional countries across the region, so you get a comprehensive, high-quality view of APAC consumer insights.

Request an Australian panel quote »
Set up an appointment with GMI at the ESOMAR APAC Conference, Beijing, April 6-7 »
Download the GMI Global Panel Book (PDF) »

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GMI partners with The SmartAgent Company to pilot socio-psychographic profiling methodology

GMI's Dutch team based in 's-Hertogenbosch is currently working with The SmartAgency Company to enrich the profiles of 10,000 members of its Dutch consumer panel with socio-psychographic information, allowing respondents to be pre-selected based on their needs, motives, values and motivations.

"We developed our Brand Strategy Research (BSR) model together with Dutch market research firm Market Response Netherlands," explains Douwe Reitsma, CEO of The SmartAgent Company. "We chose to partner with GMI for this pilot not only because of the enthusiasm and dedication of the local GMI team for the project, but also because of the high quality of their online panel. By being able to tap into a global online consumer panel like GMI's ourselves, we enable our own international clients to benefit from quality market insights from a growing BSR-profiled panel."

Selecting targeted sample beyond traditional socio-demographic profiling attributes and leveraging more emotional data such as needs, motives, values in life and motivations enables research professionals to gather additional insights into what consumers think, such as why they do what they do, and what really drives their decisions.

The BSR psychographic model establishes a difference between individual respondents by means of two dimensions: one sociological dimension ranging from ego-oriented to group-oriented, and one psychological dimension ranging from introvert to extravert. A special variable derived from specific profiling questions is added to a respondent's profile which ultimately categorizes them into one of four motivational segments of a quadrant, which include Vitality, Harmony, Control and Protection.

Respondents are unique and different from each other in many ways. The ability to add socio-psychographic profiling data to traditional profiling attributes can have a positive effect on survey start and completion rates, increase data quality, improve the respondent experience, and ultimately ensure maximum return on research investment.

Request a Dutch panel quote »
About The SmartAgent Company »
Download the GMI Global Panel Book (PDF) »

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Connect with GMI at global events throughout 2009

In addition to the ARF Annual Convention & Expo in New York next month (Booth #315), you will have many other opportunities to connect with GMI this year, no matter what region you are located in. We are pleased to announce our participation in the following events in the coming months:

• Swedish Market Research Day, March 12, Stockholm, Sweden (Gold Sponsor)
• ESOMAR APAC Conference, April 6-7, Beijing, China
• MRA Annual Conference, June 3-5, Chicago, USA
• MRSS ARC Conference, July 16-17, Singapore
• Insight Show, June 30-July 1, London, UK (Booth #D133)
• ESOMAR Congress, September 15-18, Montreux, Switzerland (Silver Sponsor)
• SEMO, November 4-5, Paris, France

We look forward to seeing you there!

Set up an appointment with GMI at a show »
Request a GMI project quote »

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Who's new at GMI

Peter Hershel-Jones, Proposals Administrator - London, UK
Victoria Netchaeva, Quality Assurance Engineer - Vancouver, Canada
Angela Wagner, Payroll Manager - Bellevue, USA

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