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i-Link – ADMA Global Forum 2017 and CeBIT 2017 Conferences

September 2017 – i-Link – ADMA Global Forum 2017 and CeBIT 2017 Conferences   2017 has been an exciting year for i-Link Research. We recently attended the ADMA 2017 Global Forum and earlier this year we also attended CeBIT Australia 2017 – Business Technology Conference & Exhibition. Here are the key take-outs from the two events: ADMA Global Forum i-Link recently attended the ADMA Global Forum in Sydney. It was a two-day event that brought together global leaders who are shaping the world of data-driven marketing & advertising. There were 50 speakers from a range of businesses including Vodafone, Facebook, American Express, Telstra and even NASA with case studies including Content, Customer Acquisition, Customer Retention, B2B Marketing, Data-Driven Marketing, Tech Trends and Media. Below is an excerpt from ADMA with the four insights they walked away with from the two days:   1. Look at stability, rather than change, to build your strategy In the era of constant change, it’s easy to get caught up with thinking about how the future will be different and how this may affect business. But rather than asking “what will change in 10 years?” we should be asking “what will stay the same in 10 years,” says Vittoria Shortt, Group Executive, Group Marketing and Strategy, Commonwealth Bank. Key takeaway: Don’t get too caught up in how the future will differ from now, but stay focused on and build strategies around the things that will remain important to your customers.   2. Culture key to successful CX John Batistich, Non-Executive Director, Consultant and Governor at The Heart Research Institute also believes organisation culture is key to exceptional customer experience. “The culture needs to be curious about customers, learn from them, and it needs to bring them into the organisation to help design and build better services and products,” he said. Key takeaway: Focus on building a culture that has customers at the heart. Ensure cross communication across your teams and make sure your people live and breathe your brand values.   3. AI – moving beyond bots and automation Naomi Simson highlighted the amazing potential of AI, going far beyond chat bots. Bringing IBM’s Albert to Australia, The Big Red Group has managed to drastically reduce ad spend by tracking customer journeys, looking at first party data and producing large scale creative on the fly (on its first day Albert produced 6,400 pieces of creative). Key takeaway: AI is growing and cannot be ignored. The companies that will come out winning will be those who embrace AI and think about ways of empowering and delighting consumers through the use of machine intelligence”   4. Humanisation in the age of machines Jane Huxley suggests humanising brands is about talking and listening: telling stories of the brand to evoke memories and embrace a brand; and listening, without interjecting to be able to capture and use consumer insights. Key takeaways: Don’t fear the machines, AI won’t replace humans. However, ensure you don’t get lost in the hype of machines and forget the human element. In order to ensure business longevity, put human outcomes at the centre of everything you do. Then listen and tell stories that resonate with consumers. These are all issues that apply to online research – The key take out for us was that now more than ever, our role assisting our clients gather and collect the highest quality data is more important that than it has ever been. It’s too easy to make assumptions about the customer of the future will need. What is important is the need to remain aware of current customer and market perceptions. Many of the references over the two days were about not worrying too much about the distant future 5-10 years, as technology and in particular, AI will change many aspects of our current world. Yes, it’s good to keep an open mind to what might happen then, but if you keep your customer at the centre of what you do, constantly ask them what they need, and always be open to changes and the opportunities it will provide. This will enable you to evolve and meet the future needs as they happen. It raises some interesting questions for online research – how do we retain panelists and engage respondents with our increasingly busy digital lifestyles? Shorter surveys, more engaging content, different methodologies and increased use of technology will all have their part to play in our industry.   CeBIT Australia 2017 – Business Technology Conference & Exhibition CeBIT Australia attracts 15,000 attendees from Enterprise, Government, SMEs and Start-ups. Attracting attendees from diverse industries such as financial services, healthcare and government through to property, manufacturing, media and many more. It was great to see some of the new and interesting developments across a range of industries all with a connection to ICT (Information and Communications Technology). From Universities showcasing their recent developments and collaborations with HyperLoop including technologies & life size tested models to NSW Government initiatives related to IOT(Internet of Things) and connected cities. The CeBIT conference was a great eye opener – highlighting the impact that technology has on virtually every industry and many of the domino effects that often go unnoticed. The adaptation of new technology in one industry can lead to 4 or 5 changes in another. As our lives and society become increasingly interconnected whether we know it or not, our needs/wants/desires will continue change and evolve as new and better solutions are made available. One thing it reiterated to us was the importance Online Research plays and will continue to play in keeping pace and staying current with changing views and attitudes. It has never been more important for companies to know what their customers are thinking. Marketing success hinges upon how well you understand your audience. The best way to do this is to listen – and to do so in an active, intention-driven way. This is where quality online data collection can form a very strong backbone for your primary research efforts. If you don’t know the “Who” and the “Why”, then you’re probably going to be making a lot of assumptions when it comes to what is relevant to them, and in today’s world if you’re not relevant, you don’t exist! If you would like further information about our online quantitative or qualitative solutions or would like to talk through a project you are thinking about running please feel free to contact: Patrick, Mark or Scott for more information.    

Related September Stories:

i-Link Australia’s Same-Sex Marriage Poll

Getting To Know i-Link – Staff Bio 

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Getting To Know i-Link – Staff Bio

September 2017 For each newsletter edition, we will be introducing a member of the i-Link family. Get to know the faces behind some of the names. For this edition, it will be our Managing Director – Scott. Scott is Managing Director of i-Link and is responsible for managing the day to day business of the company with a strong focus on continued development with both clients and business partners.  As part of the initial development of i-Link in 2001 Scott has over 20 years of marketing and business management experience from the corporate and private sector, working within varied industry areas. A bit more about Scott: 1) Favourite things to spend money on: Travel, food and wine in no particular order! 2) Favourite holiday destination: Scotland and Amalfi and Austria ………. 3) What is your obsession right now? Walking and more walking – ensuring I stay healthy. 4) Favourite TV shows Roseanne, Star Trek , Modern Family, 5) One thing most people wouldn’t know about you? Did not start to drive a car until I was 30 years old.  Now I love to drive.    

Related September Stories:

i-Link Australia’s Same-Sex Marriage Poll

i-Link – ADMA Global Forum 2017 and CeBIT 2017 Conferences

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Australia’s Same-Sex Marriage Poll

September 2017 – Australia’s Same-Sex Marriage Poll ​i-Link Research undertook a nationwide poll which was representative in accordance with ABS proportions on Age, Gender and Location. It has an advantage over a postal opinion survey as there were controls in place to ensure no skews to certain demographics. n=2000 members were polled and results were as follows… If you would like further information about our polling solutions or would like to talk through a project you are thinking about running please feel free to contact: Patrick, Mark or Scott for more information.

Related September Stories:

Getting To Know i-Link – Staff Bio

i-Link – ADMA Global Forum 2017 and CeBIT 2017 Conferences

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Introduction to Online Qualitative Research and Best Practices

May 2017 – Introduction to Online Qualitative Research and Best Practices

Over the past few months, we have observed a heightened interest in our online qualitative research capabilities. Based on these enquiries we have decided to put together a reference guide to help researchers get their bearings with online qualitative research and best practices.

At i-Link Research, we offer a range of simple online qualitative solutions built for research. Our online qualitative research is delivered through i-Link's two feature-packed tools: i-Discuss for conducting over-time focus groups and i-Focus for conducting interactive real-time focus groups.

Benefits of online qualitative research:

  • Accessible
    • Real time discussion groups enable researchers to conduct In-Depth Interviews in real time irrespective of the participant’s location, it also provides the respondent anonymity allowing them to share more freely when discussing sensitive topics.
    • Over time discussion boards enable asynchronous participation meaning participants don’t all need to be available at the same time. Especially helpful if your audience is a specialist group such as doctors or busy parents.
  • Cost effective
    • As the qualitative boards are hosted in a virtual environment, there is no need to maintain physical meeting rooms or provide refreshments. Online qual doesn’t need to cover these costs so you are only paying for the essentials you need – the virtual meeting space – discussion board, your respondents will bring along everything else.
  • Faster
    • Online removes many of the barriers associated with qualitative research. You don’t need everyone to all be in one place at one time providing much greater scheduling flexibility. You will have an electronic text record of what someone said so you can quickly review what was said and in what context. As the group transcript can be easily exported as a word document, you can sift through the data more effectively helping you speed up the analysis process. 

What are the online qualitative options?

  •  What is important here is working out what you want to do with your group and the core functionality you require. For most of the researchers we have spoken to, their needs fall into two rather neat baskets.

The two most popular options are:

1. Live (real-time) online focus groups

  • Real-time discussion groups enable researchers to conduct In-Depth Interviews (IDI’s) in real time, irrespective of the participant’s location, it also provides the respondent anonymity allowing them to share more freely when discussing sensitive topics.
  • Tend to be used with 1-10 respondents at a time. If it’s your first time a smaller group will typically help prevent you from feeling overwhelmed.
  • Great for: 1-on-1 question probing, small group concept ideation, scenario exploration, in the moment attitudes and values.
  • Great for overcoming: geographic constraints, time zones, scheduling constraints, participant accessibility/hesitation with Central Location Testing (CLT)
  • Popular length: 45 mins – 1 hour.

 

 

 

 

2. Over time online discussion groups.

  • Over time discussion boards enable asynchronous participation meaning participants don’t all need to be available at the same time. Especially helpful if your audience is a specialist group such as doctors or busy parents.
  • Tend to be used with 5-30 respondents in an online group discussion. If it’s your first time a smaller group will typically help prevent you from feeling overwhelmed, however, one of the great advantages with over-time groups is because not everyone is on at the same time there is a lower in the moment time pressure on the researcher.
  • Great for: Idea evolution, organic group discussion, website reviews, consumer product tests over 2-3 weeks and adapting discussion as it takes place, providing access to respondents that would not normally have time to participate due to scheduling etc or simply have no interest in being in a room with strangers.
  • Great for overcoming: geographic constraints, time zones, scheduling constraints, participant accessibility/hesitation with Central Location Testing (CLT), respondent bias or non-disclosure that can be present in traditional face-to-face groups.
  • Popular length: 1-3 days, 4-10 days or 11-21 days.

 


You will need a few things to have a qual session run smoothly:

  • A plan – we call this a discussion guide – if you have run qual research before this won’t be new to you. The discussion guide is all the talking points/questions you want to cover with your respondents. Do you need them to view stimulus? Is it an image, or website?
  • Technical requirements – an understanding of what you would like your interaction with respondents to look like and what the online qualitative platform can handle. Does the platform support all web browsers? How many respondents do you need to manage at a time? Does it have an intuitive mailroom to help you manage: prompts, invitations and communication with your respondents?
  • Participant success – this is thinking through things like your demographic, will they be able to do what you are asking? Does the guide design make sense? Does it have a logical flow, are the instructions clear? Sharing why you are doing this research and setting expectations early are important for maintaining your respondent’s attention and engagement. Remember online you also have the added advantage of including visual stimulation with every question, generally the more visually rich the research, the more interesting the discussion.

A few more things to consider:

  • Market Research vs. Technology Background.

Is the provider first and foremost from the market research industry or are they a tech company? Research based providers have a better understanding of how you can use the platform to help you reach your research goals. Tech tends to be focused purely in on the technical solution only.

  • Onboarding Process.

Does the provider offer an onboarding process to help you become familiar with the platform?

  • Technical Support Availability.

Sometimes technical situations come up or things don’t quite go to plan. Does the provider offer you the option for technical support?

  • Global vs. Regional Capabilities.

Is the provider based here in Australia or overseas? This is important to consider as it will generally have a bearing on whether the data is stored in Australia or somewhere oversea’s. Does the provider have global capabilities? Can you or your audience be anywhere in the world? Does the platform work seamlessly across borders?

Gamifying online qualitative research.

These platforms offer a unique opportunity for researchers to offer bonus incentives. Some of the examples that are used with good success in online qualitative groups are rewards for:

Most posts, most articulate, completion of a specific task, most creative (storyboard).

The important thing to remember here is what you are trying to reward? It’s about encouraging full involvement both completion and quality of engagement and trying to make the process as fun as possible, especially if you have a topic that is very dry or boring (insurance).

It can't all be perfect, right?

One of the only drawbacks when conducting online qual vs face to face qual is the potential loss of non-verbal cues. However as we have become more native with electronic communication it normally doesn’t take long to adjust, we find that clear instruction explaining why you are conducting the research and your expectations tend to nullify any potential effect, as your participants will have a clearer understanding of what is required of them, but it is something to keep in mind if you are someone that relies on intuition and cues.

 

If you would like further information about our online qualitative solutions or would like to talk through a project you are thinking about running please feel free to contact: Patrick, Mark or Scott for more information.

i-Link Research          

Related May Stories: 

i-Link Housing Affordability Poll

Getting To Know i-Link – Staff Bio 

 

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Getting To Know i-Link – Staff Bio

May 2017

For each newsletter edition, we will be introducing a member of the i-Link family. Get to know the faces behind some of the names. For this edition, it will be our Operations Director – Muriel.

Name: Muriel Geagea
Title: Operations Director

Muriel has been at i-Link for 9.5 years and has over 20 years of experience in the industry. Anyone who knows Muriel, would know that she has an answer for just about any Market Research related question you can throw at her!

Whilst completing her degree in Marketing and Management, she worked for Woolcott Research as a face-to-face and CATI interviewer and was quickly promoted to team leader and supervisor. After 8 years, she moved on to N= Research, and was instrumental in gaining IQCA accreditation for a remote call centre where telephone interviewers all worked from home.

A bit more about Muriel:

1) Favourite things to spend money on:
Shoes – coloured shoes! High heels, low heels – the brighter the colour the better!

2) Favourite holiday destination:
Fiji (in the villages, in the town with my friends – real people) – it ALWAYS reminds me of how lucky we are to live in Australia.

3) What is your obsession right now? 
The gym! I think it's a mid-life crisis (and yes, feel free to ask me how young I am!)

4) Favourite TV shows:
Seinfeld – definitely Seinfeld. Apparently I look like Elaine – what do you think?

http://i.imgur.com/Myvi81A.jpg

5) One thing most people wouldn't know about you?
That I am an extroverted introvert!


Related May Stories: 

i-Link Housing Affordability Poll

Introduction to Online Qual and Best Practices
 

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Housing Affordability Poll May 2017

May 2017 – Housing Affordability Poll

The i-Link team recently conducted a national poll amongst n=500 of its members on the hot topic of Housing Affordability. Is your suburb too expensive? Who is to blame? What is the solution? Please see our infographic below for a brief snapshot. For the full report you can contact Patrick, Mark or Scott from our sales team – info@i-linkresearch.com

Related May Stories: 

Getting To Know i-Link – Staff Bio

Introduction to Online Qual and Best Practices
 

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i-Link AWS Server Migration

February 2017 – AWS Migration Notice  The i-Link team have recently completed a major upgrade of our servers to AWS. With our commitment and focus on ensuring that our online research services are unrivalled within the marketplace, we feel that using Australian based cloud hosted servers allows us to best meet the needs of our clients now, and into the future. So what changes? nothing changes from our client’s perspective, all projects continue to be delivered using the highest standard processes and procedures, the major difference is what’s under the hood. The key benefits of this upgrade are:
  • Improved Reliability, with virtually no server downtime required.
  • Increased Capability, allows us to provide our client with the latest technology.
  • Future Proofing, because we don’t need to maintain the physical hardware ourselves, we will always have access to the latest and most efficient server technology available.
Does this change affect i-Link’s accreditations? This server upgrade does not impact any of our existing accreditations. i-Link holds the following membership and promotes adherence to these guidelines/codes of practice:
  • Accredited to ISO 20252, the international standard for social, opinion and market research.
  • Adheres to the ESOMAR guidelines on conducting market and opinion research using the internet.
  • Is a member of the Australian Market and Social Research Organisation (AMSRO).
  • Adheres to AMSRO privacy principles and fully conforms to the Australian national privacy principles as detailed in the Privacy Amendment Act (2000).
  • Adheres to the AMSRS code of professional behaviour and guidelines on the confidential handling and delivery of respondent information.
  •  AMRSO Quality Standards for Online Research (Access panels).
  • Adheres to the Australian Anti-spam laws and applies this on a global level.
If you have any further questions related to notice please feel free to contact, Scott, Patrick or Mark for more information. i-Link Research Related February Stories: i-Link Summer Shopping Survey Getting To Know i-Link – Staff Bio Back to News

Getting To Know i-Link – Staff Bio

February 2017 – Getting To Know i-Link – Staff Bio For each newsletter edition we will be introducing a member of the i-Link family. Get to know the faces behind some of the names. First up is our Business Development Manager – Patrick. Name: Patrick Coorey Title: Business Development Manager  Patrick knows the research industry inside out, with over seven years research and account management experience and a solid background in data collection. Over the past seven years, Patrick has gathered a range of market research and marketing knowledge, specifically in the online environment. Ranging from trackers, ad-hocs, qual work and right through to mobile research, Patrick has managed a variety of blue chip clients across a broad range of industries. Patrick moved to i-Link in at the start of 2015 in a Business Development Manager role and is always willing to go above and beyond to find the best solutions for every individual project; thriving under the challenges it brings! He holds a Bachelor of Economics majoring in Economics and Marketing. A bit more about Pat: Favourite things to spend money on: Coffee, Burgers, Video Games and Golf! Favourite holiday destination: I love going to New Zealand, especially the South Island. What is your obsession right now? Quite simply – Liverpool Football Club. Live and breathe it. It’s also hard not to be obsessed with the circus that is US politics! Favourite TV shows How long have you got? Big fan of the following: Game of Thrones, Veep, Black Mirror, Sherlock, *Old* Simpsons and Rick and Morty One thing most people wouldn’t know about you? I suffer from fructophobia- fear of fruit! You can contact Patrick for any sales enquiries at sales@i-linkresearch.com Related February Stories: i-Link Summer Shopping Survey AWS Server Migration Notice Back to News