The Effectiveness of Online Reseach

The effectiveness of online research

Sameh Lutfi

22.09.10

AGENDA

Yahoo! Presentation, Confidential 2

Global research industry highlights

Research in the Middle East & North Africa

Y! Maktoob Research close-up


3Yahoo! Presentation, Confidential

Top-20 players

http://images.google.ae/imgres?imgurl=http://www.gfk.com/imperia/md/images/gfk_hungaria/logo/gfk_rgb_kl-03cm.bmp&imgrefurl=http://www.gfk.com/gfkhungaria/press_information/gfk_press_service/logo_and_picture/index.en.html&usg=__Oz-ncqkj-3vlWcMuW5ATXfpEIDI=&h=355&w=355&sz=371&hl=en&start=1&sig2=Bf2pkjQUjlhXWotcM5h4FA&um=1&itbs=1&tbnid=FlgS2_1IFdztFM:&tbnh=121&tbnw=121&prev=/images?q=gfk&um=1&hl=en&tbs=isch:1&ei=1NLCS-DTIIzg-QaZuP30CA

http://images.google.ae/imgres?imgurl=http://gallery.mailchimp.com/41d94e2cccb974ecd315bd97a/images/IpsosMendelsohnHeadonly.jpg&imgrefurl=http://luxurycouncil.com/for_your_consideration_breakfast_event&usg=__jfIxQ_VqyzUVbBrUlTxv523GWBo=&h=310&w=333&sz=14&hl=en&start=2&sig2=S91xZjAlrFKZiuUvi0S33A&um=1&itbs=1&tbnid=xmu_3J7OL4bJ_M:&tbnh=111&tbnw=119&prev=/images?q=ipsos+group&um=1&hl=en&tbs=isch:1&ei=7dLCS6L7D8Xe-QaQ5bjKCA

http://images.google.ae/imgres?imgurl=http://cms.resolutions.co.nz/content/images/synovate logo.jpg&imgrefurl=http://www.resolutions.co.nz/Synovatedotcom.htm&usg=__oBpE5uGpjvEM9CzpeOBDIO0Dk5E=&h=597&w=800&sz=47&hl=en&start=2&sig2=2it6Qu6KqkboxUPKzlCztQ&um=1&itbs=1&tbnid=FCbKWIYVdmIvCM:&tbnh=107&tbnw=143&prev=/images?q=synovate&um=1&hl=en&tbs=isch:1&ei=HtPCS5i8OYzu-AbpqIzYCA

http://images.google.ae/imgres?imgurl=http://www.csrinternational.org/wp-content/uploads/2009/06/jd-power-and-associates-logo.jpg&imgrefurl=http://www.csrinternational.org/?tag=recycling&usg=__uTKg5bJI_59nevKlfUr53GOx3Wk=&h=250&w=400&sz=11&hl=en&start=2&sig2=swEyJz8VsH4osoPC0xFDBg&um=1&itbs=1&tbnid=XavF8Gn7gcFxYM:&tbnh=78&tbnw=124&prev=/images?q=J.D.+Power+and+Associates&um=1&hl=en&tbs=isch:1&ei=YtPCS83iNYjT-QaH2pXwCA

http://images.google.ae/imgres?imgurl=http://www.rosetta-intl.com/Images/logos/HI Color_hr.jpg&imgrefurl=http://www.rosetta-intl.com/ViewTestimonial.aspx?id=1ee4996a-e605-449c-a869-673e6678b55c&usg=__do7WdYZ6sFTx9DAYmHyCW-uR3Ns=&h=271&w=1929&sz=167&hl=en&start=1&sig2=23ZlR59wkzxCI_i70ohKvg&um=1&itbs=1&tbnid=sPc4ZqhxlT603M:&tbnh=21&tbnw=150&prev=/images?q=harris+interactive&um=1&hl=en&tbs=isch:1&ei=ldPCS7PNIsXe-QaQ5bjKCA

http://www.intage-research.co.jp/

http://images.google.ae/imgres?imgurl=http://1.bp.blogspot.com/_nVrEHoKdlkA/SWslqqhtpcI/AAAAAAAAAtQ/Yfbx7o40HUc/s200/YouGov.jpg&imgrefurl=http://derekbennetteu-sceptic.blogspot.com/2009_01_01_archive.html&usg=__arNnd78bLtCJBAg0B68ScoPYy8o=&h=130&w=193&sz=3&hl=en&start=6&sig2=H9qgJoV3KIKgK8gMAtz8Rw&um=1&itbs=1&tbnid=MllA_YBYjWl-lM:&tbnh=69&tbnw=103&prev=/images?q=yougov&um=1&hl=en&tbs=isch:1&ei=4NTCS7W6BMaG-Qaa7IDyCA

http://www.symphonyiri.com/

http://images.google.ae/imgres?imgurl=http://www.buyrockville.org/_files/images/westat_small.png&imgrefurl=http://www.buyrockville.org/go/westat&usg=__HBd387AJpjZtw9JBQcVXN9nx3uU=&h=272&w=1033&sz=22&hl=en&start=1&sig2=KysFwyG-s7keww1ojO5qYg&um=1&itbs=1&tbnid=gLl5S3CuKpuixM:&tbnh=39&tbnw=150&prev=/images?q=westat&um=1&hl=en&tbs=isch:1&ei=PdrCS-DnGsP3-AaxpoHyCA

http://www.arbitron.com/home/content.stm

http://images.google.ae/imgres?imgurl=http://www.marketingpower.com/Calendar/PublishingImages/sizedMaritzBU-Research-4c.jpg&imgrefurl=http://www.marketingpower.com/Calendar/Pages/2009MplanetOrlando,FL.aspx&usg=__f86URpW6t9dkpRKvMtaaRIO09E4=&h=82&w=200&sz=5&hl=en&start=2&sig2=DMKmefmEwpn4s8BM6XxfoA&um=1&itbs=1&tbnid=WAsL5Cjh9juMNM:&tbnh=43&tbnw=104&prev=/images?q=Maritz+Research&um=1&hl=en&tbs=isch:1&ei=1trCS72MNIzl-QbKtczNCA

http://www.opinionresearch.com/index.aspx

http://www.npd.com/index.html

http://www.ibope.com.br/calandraWeb/servlet/CalandraRedirect?temp=0&proj=IBOPEenglish&pub=T&db=caldb

Latin America $1,700m, 5%

Asia Pacific $4,538m, 14%

North America $9,629m, 30%

Middle East & Africa $529m,

2%

Europe $16.066m, 49%



Spend in general

Global market research turnover:

US$ 32 billion (2008)

ESOMAR estimates. Rounded figures are presented, percentage point

changes in market share compared to 2007 are provided between brackets.

US$ 28.9 billion (2009)



Online trends (1)

2009 versus 2008 usage of

quantitative research methods

6%

8%

13%

14%

15%

21%

23%

23%

27%

29%

33%

36%

38%

52%

20%

11%

12%

6%

22%

15%

6%

3%

12%

6%

8%

8%

6%

6%

Mail Surveys

IVR Surveys

CAPI

Survey in Virtual

CATI

Face to Face/Intercept

Surveys ob Blogs

Mobile/SMS

Acess Panels

Proprietary Panels

Hybrids

Using Panels for sample (net)

Survey within online communities

OnlineSurvey



Online trends ( )

2009 versus 2008 usage of

qualitative research methods

11%

15%

16%

19%

21%

21%

23%

24%

25%

25%

26%

33%

33%

38%

10%

5%

7%

10%

7%

11%

13%

5%

7%

7%

7%

7%

6%

6%

Telephone Focus Groups

Video Based online IDIs

Text-Chat Online IDIs

Telephone IDIs

Video Based online focus groups

In person IDIs

Traditional Focus Groups

Interviews or Monitoring Blogs

Bulletin Board studies

Text-Chat Online focus groups

Ethnography

Using Panels for sample (net)

Interviews/groups using online communities

Hybrids (use 2 or more qualititative)

http://images.google.ae/imgres?imgurl=http://www.ashastd.org/images/facebook_logo.jpg&imgrefurl=http://www.ashastd.org/hpv/hpv_overview.cfm&usg=__dxi_3LSn7u9OhImhhhtFNyCAbks=&h=790&w=2100&sz=135&hl=en&start=1&sig2=liGN0JCFlQxbRo-Sb0H9Vg&um=1&itbs=1&tbnid=WnsmOCuSOUlvmM:&tbnh=56&tbnw=150&prev=/images?q=facebook&um=1&hl=en&tbs=isch:1&ei=wUDDS-ymG9Pr-Qa0g4jwCA

http://images.google.ae/imgres?imgurl=http://www.ccc.uci.edu/images/frontpage/twitter.jpg&imgrefurl=http://www.ccc.uci.edu/&usg=__2z6GhN-ZtfVFMc2pSjE2TKhSwq0=&h=295&w=800&sz=33&hl=en&start=1&sig2=_3nQWoYZUaUwiiWijOQ6SA&um=1&itbs=1&tbnid=HlgeaHb1DzF49M:&tbnh=53&tbnw=143&prev=/images?q=twitter&um=1&hl=en&tbs=isch:1&ei=3EDDS620H8yL_Aaa58n4Bg

http://images.google.ae/imgres?imgurl=http://www.ijs365.org.in/ENGLISH/originals_images/google.jpg&imgrefurl=http://www.ijs365.org.in/ENGLISH/index.php?cat_name=BUSINESS&usg=__P4LT7FnE0eouWpBAKVmBadoI7iM=&h=300&w=425&sz=34&hl=en&start=2&sig2=V91j08sH2mPTsiGGG044Zg&um=1&itbs=1&tbnid=cIGPCF08mCk7nM:&tbnh=89&tbnw=126&prev=/images?q=google&um=1&hl=en&tbs=isch:1&ei=-EDDS8zbJ4fu-Qbyr6XVCA



Sources of turnover

Largest markets:

Research Institutes 3% Advertising

Agencies 3%

Wholesale & Retail 4%

Business to Business 4%

Others 4%

Financial Services 5%

Utilities 7%

Public Sector9%

Media 14%

Manufacturing47%

1. Fast-moving

consumer goods

2. Pharmaceutical and

healthcare sector



Spend by method

Total Quantitative

80%

Total Qualitative

14%

Other6% !

Others, 6%

Other Qualitative, 2%

In-Depth Interviews, 3%

Group Discussions, 9%

Other Quantitative, 7%

Online traffic/audience,

1%

Postal, 5%

Face to face, 12%

Automated Digital/Electronic,

17%

Telephone, 18%

Online, 20%



Main buyers criteria Online advantage trend towards online

Understanding

method

Timeliness

results

Data

security

Cost Quality

control

Effectiveness

(73%) (76%) (82%) (88%) (91%) (92%)

Online research has many

advantages:

Larger sample in short time span

Fast and high response rate

Reliable results

No data entry mistakes

More open-ended comments

Multi-media can be incorporated

AGENDA





Research in the MENA region


Main players

OnlineOffline (FTF/CATI)

http://images.google.ae/imgres?imgurl=http://www.censtatesttra.com/images/tns-web.png&imgrefurl=http://www.censtatesttra.com/2008_presentations.htm&usg=__rdOXGUMwO8PCBtsosx_62Zz33Oo=&h=591&w=650&sz=16&hl=en&start=1&sig2=h6c545VHLodu-eilAeTBuA&um=1&itbs=1&tbnid=iuGCVZCUyLdRlM:&tbnh=125&tbnw=137&prev=/images?q=tns&um=1&hl=en&tbs=isch:1&ei=bQrES8jRH5Xq-QbX18nADg

http://images.google.ae/imgres?imgurl=http://gallery.mailchimp.com/41d94e2cccb974ecd315bd97a/images/IpsosMendelsohnHeadonly.jpg&imgrefurl=http://luxurycouncil.com/for_your_consideration_breakfast_event&usg=__jfIxQ_VqyzUVbBrUlTxv523GWBo=&h=310&w=333&sz=14&hl=en&start=2&sig2=S91xZjAlrFKZiuUvi0S33A&um=1&itbs=1&tbnid=xmu_3J7OL4bJ_M:&tbnh=111&tbnw=119&prev=/images?q=ipsos+group&um=1&hl=en&tbs=isch:1&ei=7dLCS6L7D8Xe-QaQ5bjKCA

http://images.google.ae/imgres?imgurl=http://cms.resolutions.co.nz/content/images/synovate logo.jpg&imgrefurl=http://www.resolutions.co.nz/Synovatedotcom.htm&usg=__oBpE5uGpjvEM9CzpeOBDIO0Dk5E=&h=597&w=800&sz=47&hl=en&start=2&sig2=2it6Qu6KqkboxUPKzlCztQ&um=1&itbs=1&tbnid=FCbKWIYVdmIvCM:&tbnh=107&tbnw=143&prev=/images?q=synovate&um=1&hl=en&tbs=isch:1&ei=HtPCS5i8OYzu-AbpqIzYCA

http://images.google.ae/imgres?imgurl=http://www.bvmnet.de/user/media/bvmnet/logos/vorschau_1_4449.jpg&imgrefurl=http://www.bvmnet.de/leyhausen-international-call-center-gmbh-leverkusen-feldorganisationen1.html?PHPSESSID=4fa482e0bcb9099f60b715d55831416e&usg=__RYOgdGgqbIARE9tZJU4X4BOAAW0=&h=100&w=200&sz=21&hl=en&start=4&sig2=k-DGxh9Srcx0dV2F__YWMQ&um=1&itbs=1&tbnid=fIpB69Vc2igzFM:&tbnh=52&tbnw=104&prev=/images?q=leyhausen&um=1&hl=en&tbs=isch:1&ei=dh_ES_HAHNDz-QbWorWwDg

http://directory.esomar.org/UAE/r1057_Real-Opinions.php

http://images.google.ae/imgres?imgurl=http://www.bvmnet.de/user/media/bvmnet/logos/vorschau_1_4449.jpg&imgrefurl=http://www.bvmnet.de/leyhausen-international-call-center-gmbh-leverkusen-feldorganisationen1.html?PHPSESSID=4fa482e0bcb9099f60b715d55831416e&usg=__RYOgdGgqbIARE9tZJU4X4BOAAW0=&h=100&w=200&sz=21&hl=en&start=4&sig2=k-DGxh9Srcx0dV2F__YWMQ&um=1&itbs=1&tbnid=fIpB69Vc2igzFM:&tbnh=52&tbnw=104&prev=/images?q=leyhausen&um=1&hl=en&tbs=isch:1&ei=dh_ES_HAHNDz-QbWorWwDg

http://directory.esomar.org/UAE/r1675_InCite-Research-Marketing-Solutions.php

http://images.google.ae/imgres?imgurl=http://www.evocinsights.com/img/partner_erewards.jpg&imgrefurl=http://www.evocinsights.com/aboutus_partners.html&usg=___6iN9gIu1dIZmhzdRS-buI24hAU=&h=85&w=161&sz=3&hl=en&start=5&sig2=XDc9QoFUhN3PdRbLDpjp5Q&um=1&itbs=1&tbnid=NKhxYn8OzSb24M:&tbnh=52&tbnw=98&prev=/images?q=e-rewards&um=1&hl=en&sa=N&tbs=isch:1&ei=qeTaS4i2JtGjOJrC3LQP



Why online?

A big factor in the new media consumption growth in the Arab world is that

young people make up a large proportion of the regions population. More

than half the people in Yemen, Oman, Kuwait, Saudi Arabia, Jordan and

Morocco are less than 25 years of age.

Median Age

Japan 44.2

UK 40.2

Russia 38.4

US 36.7

China 34.1

Brazil 28.6

Indonesia 27.6

India 25.3

Philippines 22.5

2009 Midyear Population, by Age and Sex

Egypt Jordan KSA UAE US UK

Younger than 15 years

15-24 years

25-34 years

35-44 years

Over 45 years

Ages per country

Morocco

Western

Sahara

Algeria

Tunisia

Libya

Egypt Saudi

Arabia

Yemen

Oman

UAE

Qatar

Bahrain

IraqLebanon

Jordan

Djibouti

Somali

a

Mauritania

25

27 25

26

22

19

17

AGENDA







Active Members Across Continents

Access to the largest active consumer panel across continents… and growing…

Morocco

Western

SaharaAlgeria

Tunisia

Libya Egypt

Saudi Arabia

Yemen

Oman

UAEQatar

Bahrain

Lebanon

Jordan

Djibouti

Somalia

Mauritania

Iraq

Egypt (235,884)

Algeria (49,212)

Morocco (40,617)

Libya (15,578)

UAE (79,841)

Saudi Arabia (256,251)

Jordan (60,401)

Yemen (11,127)

Iraq (18,579)

Lebanon (7,069)

Kuwait (35,981)

Bahrain (9,664)

Oman (10,469)

Qatar (14,288)

Kuwait

Maktoob Research close-up:our servicesY! Maktoob Research close-up

Our services

Full research package



Developing

Questionnaire and Invitation

Email

Translating


Email

Programming Questionnaire & Designing

Invitation Email

Testing


Email

Fieldwork

Data

Cleaning

7 Detailed Analysis &

Reporting:

Statistical Data

Analysis With SPSS

Ad Campaign Testing

A recent study showed that the majority of marketers from large to midsize companies

are encountering problems justifying display advertising and/or web 2.0 budgets to

their management teams. Lots of articles are being written about companies struggling

to understand visitor behavior and to produce analytics they trust to give them a

good picture of their ROI.

We are the FIRST company in the MENA region that offers a product that measures

online campaign performance. When your campaign is running on Yahoo! Maktoob

properties, we will measure the performance using the tagging technique.



Thank you…


QUESTIONS?

Yahoo! Presentation, Confidential

samehlutfi

head of client development

[email protected]

Mobile +971 55 2213359

Y!IM [email protected]

mailto:[email protected]

Documents

The Effectiveness of Online Reseach