A few years ago, the concept of autonomous vehicles captivated consumers. While the technology has progressed tremendously, most self-driving experiences are still limited to driver assistance, partial automation, or conditional automation. Innovation develops over time. Compare that to the emergence of mobile sample. Ten years ago, it was the most significant innovation in the online sample industry. Mobile sample was discussed in every conference from 2010 to 2016. Despite the buzz, however, mobile sample didn’t immediately catch on. The technology existed, but brands resisted the change in survey methodology. But that started to change in 2017.
Bitcoin was introduced to the world in 2009 and has since seeped its way into the mainstream media. It’s grown into the world’s largest cryptocurrency despite a history of volatility. Among those in the know, investors and brands alike, the Bitcoin market is booming right now. Tesla recently purchased $1.5 billion worth of Bitcoin and announced that it would start taking Bitcoin as payments for its cars. In partnership with BlockFi, Visa released the first Bitcoin Rewards credit card and plans to offer additional cryptocurrency products in the future. Not to be outdone, Amazon announced they are in the early stages of developing their own cryptocurrency that consumers can use to purchase products and services on their platform.
Last year around this time, I published “The State of the Union – Privacy Law’s Impact on the Sample Industry” sharing my views on how privacy legislation impacted the sample industry in 2019. Since then, the world has radically changed. A worldwide pandemic sparked a global health crisis. Social and political unrest upended the status-quo, and Joe Biden was elected the 46th President of the United States. The election was so bitterly contested that it resulted in a violent attack by extremists on the U.S. Capitol. Many are wondering how we can collectively move forward.
Spotify, Facebook, Netflix, and Amazon are some of the world's most successful tech companies. They all share a common denominator – a subscription-based business model that requires users to input personal information to opt-in. Once connected, users can stream their favorite music and movies, buy and sell in the online marketplace, and engage on social media. Each interaction creates data points that feed algorithms and appeal to advertisers. Similarly, today’s online sampling platforms are constructed from the data provided by subscriptions. Due to the high quantity of customer impressions available online, the insights gathered far surpass older, manual sourcing methods like cold calls and government-sourced lists. As technology continues to evolve, online sample providers will need to incorporate these platforms and other innovative web-based methods into their toolkits to stay competitive amid the uncertainty of a rapidly changing market. However, in my experience, there are a few essentials needed when building an online sampling platform that will not change no matter how much technology advances (at least for the next few decades). In Subscription-Based Models, Email is King. Email has endured the test of time and is almost always required when subscribing to any platform. While some marketers blast the masses via email, savvy marketers leverage email’s personalization capabilities to facilitate more individualized experiences. We see this play out as more companies shift away from transactional customer relationships to value-based ones that come with a monthly commitment and customized content. This is excellent news for the sample industry, which has come to rely on data from the tech giants (Google and Facebook) for panel recruitment. When creating an online panel, always give the person the option to subscribe with an email address. People are more
It’s common for many of us to feel as if we have no biases. To make that assumption, however, would be woefully incorrect and naive. The hard truth is that we are human, and our cultural biases make their way into every aspect of our lives, including our work. If you’re doing market research, that’s a bitter pill to swallow. We like to think of ourselves as some of the least biased people in business. We are more aware of consumer behaviors and the psychological implications of marketing messages. Nonetheless, unconscious bias often creeps into our research design. It’s not all doom and gloom, though.
So far, 2020 has been one for the record books. A worldwide pandemic and subsequent shelter in place orders are causing sharp spikes in online streaming and mobile search activity as consumers seek ways to stay healthy, entertained, and informed. And in recent weeks, the public outcry against social injustice resounds on the tips of the tongues of protesters, as they hit the streets and take to social media to express their outrage and find community. Taken collectively, these rapid shifts in consumer behavior are fast-tracking digital trends and accelerating the push for digital research methodologies to understand the dynamics driving these behaviors.
COVID-19 has completely disrupted our sense of normalcy. Collectively, we’ve hung our hopes on our ability to create a “new normal” post-COVID with some semblance of life before the outbreak. But, life during this pandemic is not normal, nor will it be in the months ahead. From industries to schools and everything in between, routines have been fractured, lives altered, and jobs lost. As a market researcher working in an industry that thrives on consumer interaction, I can speak best to what I’ve seen while navigating this space and how I think the market research industry will respond to the looming uncertainties ahead.
In downtown Atlanta last week, a conference convened in which the companies represented affect all aspects of survey data, a fact that is significant as most marketers now rely on some sort of first-party data, the majority of which is gathered through surveys. SampleCon represents the entire ecosystem of the sample industry from panel research companies to incentive companies and is the only conference focused entirely on respondent sampling.
Sample industry thought leaders, researchers, and technologists convened in Atlanta last week for SampleCon 2020, the premier market research event solely focused on respondent sampling. From breakout sessions to panel discussions, networking to product demonstrations, collectively, we all strived toward a better understanding of factors impacting the future of the sample industry and the best way to respond to them. From my seat, as both attendee and speaker, two overarching themes stood out to me: data quality and technology.
The beginning of a new year not only brings celebratory toasts and resolutions but, in politics, preparation for the State of the Union address. Dating back to 1790, the SOTU serves as a “report card” of sorts, as the president gives his or her take on the state of the nation and outlines the president’s legislative goals for the year. In the spirit of this time-honored tradition, I thought it timely to present an overview of the major changes impacting the online sample industry. I’ll focus on two key pieces of legislation – GDPR and CCPA – that have disrupted the current state of the sample industry and changed the way data aggregators handle consumer data. Europe – Updates to GDPR Facebook has become the poster child for poor mishandling of consumer data. Under intense scrutiny, Facebook founder Mark Zuckerberg has had to defend his company and its data collection practices in front of both U.S. congressional committees and the European Parliament. But Facebook isn’t alone. Many well-known companies collecting data on consumers, from cookies to search histories, emails to social posts, and everything in between, have been criticized by regulators and are subject to enhanced privacy protection laws enacted to protect consumers. The General Data Protection Regulation, or more commonly known as GDPR, is the EU’s response to European consumers’ growing concerns on how their data is being collected and used by companies. The law, created in 2016 and implemented in 2018, replaced privacy legislation enacted in 1995. While it took some time for regulators to figure out how to effectively enforce GDPR and for users and companies to understand their rights and compliance requirements, the regulations are in practice today. Sample companies are