Archive for the ‘Carol Ann Morgan’ Category

« Previous Entries   Next Entries »

The Importance of Considered Critique

E-mail is dying out! Or, at least, that’s if recent research is to be believed. Carol-Ann Morgan, however, in this week’s Thursday Night Insight, reminds us that we can’t always take research findings at face value.

Recently published research tells us that e-mail will be defunct in 10 years’ time in favour of social networking sites, texting and other instant messaging options, and that 98% of people over the age of 65 use e-mail regularly.

I am, at this moment, thinking of all the people I know over the age of 65, and I cannot get these facts past my own “common sense” test. I am wondering if I am in contact with an obscure group of older people who live in some kind of time (or technology) warp, as many of those I know do not even own a computer let alone subscribe to broadband!

So, back to the research. I read on and note that the research was sponsored by a leading broadband supplier and I start to wonder if the research has indeed been conducted using a methodology and a sample which have had some influence on these results. No such sample information is contained in the short article printed in the press. However, it highlights the importance of meaningful and realistic critique of research findings.

In academic research, research critique will centre around the evaluation of reliability and validity for quantitative research, and truthfulness and ‘generalisability’ of qualitative research. However, the starting point of critique, I find, is passing the “common sense” test. As a market researcher, it is one of the first tests applied, and if, on first look, it does not pass this test, it is time for greater scrutiny; of method, of data integrity, of sample. Very little research throws up information which is truly shocking or outside of what we qualitatively observe. The actual figures may be surprising (higher or lower than we thought), but generally, it has to be “believable”; in the framework of experience and understanding for the majority of people.

After this acid test, I tend to use my own research “A” ratings:
 

• Appropriateness
• Authenticity
• Audience
• Applicability

Firstly, I look at the appropriateness of the research approach to address the research aims and objectives. Here, I am essentially looking at whether the best research design has been employed to answer the research questions, be they centred on understanding, exploration and/or measurement. It can be the case that the researcher has made assumptions about the market and thus designed questions which cannot get to the root of the problem, or where the issues are insufficiently well known to design a questionnaire which can measure them.

Appropriateness of method also covers the area of authenticity of the research findings; that is the integrity of the data, and whether this has been compromised by method or by any other factors e.g. sponsors, timing, incentives, etc.

A key area to look at is the research audience. Knowledge of the sample characteristics and source is needed; who is the sample made up of, what is the size of the sample, where has it been sourced, does it include key representative groups, etc? Understanding of any bias which has been introduced though sample selection needs to be taken account of in the interpretation of the research findings. For example, in the above quoted research, if the sample has been accessed from the broadband supplier’s customers, or an online panel of people who have signed up for e-surveys, this may have had some influence on the type of responses gained, and this may not be representative of a completely random group of people.

My final point relates to application; the interpretation of the data and the transferability of the research. The above quoted research purports that e-mail is dying out because “people prefer to send short messages reaching many people in one go and there are better ways of doing this than e-mail”. This may be the case for certain applications, e.g. chat. However, the research fails to take account of the business use of e-mail, which my common sense test tells me is where the greatest application of this media is.

It is the researcher’s job to ensure that all research reported gives sufficient information to the reader to be able to consider the context of any research findings, thereby enabling the reader to consider if, and how, the research findings can be generalised. Considered critique is a necessary part of the research process.

Posted in Carol Ann Morgan, Thursday Night Insight |
Comments: None Yet »

Recognising the Price Typology

At a time when consumers and businesses alike are watching the purse strings, Carol-Ann Morgan reiterates the importance of understanding what buyers of your products and services really value.

The newspapers tell us today that the recession is subsiding, and that we are fighting back to economic recovery. Times have been hard for businesses and for individuals, and everyone has felt the need to tighten their belts. We find ourselves watching the bank balance, cutting costs, and curbing spending; frugality is in and excess is out (for now at least!). This, in turn, can impact on the pricing strategy adopted by many companies, as some consumers change behaviours of past times; buying less, buying differently, reappraising the value of their purchases. This pattern then impacts down the supply chain, affecting both B2B and B2C companies.

Price has always been a subject of much debate; how to do it, how to value products, competitive pressure, product lifecycle, buyer behaviours, customer loyalty, etc, etc. However, the key element of price is in the value of the product and/or service to the customer, and strategies have to reflect this.

Market segmentation enables companies to better serve the market, developing and marketing products which resound more closely with the intended customer base. Most needs based segmentations will reveal a price driven segment; one where, above all, the price is the major decision making driver. Interestingly, it is usually a much smaller segment than people suppose. Of course, price always has a role in decision making, and it is important to establish how and where it is positioned for our customers and potential customers.

I see several typologies for price positioning, based on the relationship between price and perceived value. These four, in particular, are common and easily recognisable…

• Cheapest Price: Firstly, price driven buyers who are simply looking for the lowest price available in the market. Nothing else matters, lowest price is king. These buyers are the absolute price segment. They are easy to spot, and they search around looking for lower and lower prices, sometimes using a competitor price as a bargaining tool. They are not concerned about brand and tend towards the view that all products are the same and the additional cost is in name only.
• Best Price in Class: This group values certain products/services and their features. They are more choosy about what they want and may operate within a “brand division” and only place products from certain brands in their consideration set. For example, they want a premium quality boiler and will only look at products within this product value grouping. However, they will consider any of the brands in this grouping and will buy the cheapest they can get within the division. They value the product group (e.g. premium boilers) but are looking for the best possible price across the brands that fall into that group, without being hard set on one particular brand.
• No Compromise: They know what they want (exactly!) and are usually unwilling to compromise on what they want (product, model, brand, supplier, etc). They negotiate hard to get the lowest price for this. They use other suppliers’ prices as bargaining tools but their choices are limited, usually to a specific product and a specific, (often) very well known, reputable brand they value highly, usually from recommendation, from reviews or from personal experience. They will, however, settle for a price above what they wanted to pay if they cannot get suppliers to meet their need on price, such is their desire for the particular product and brand.
• Value Pricer: This group will be likely to balance price against the value that can be gained from a certain product and a certain supplier/brand. The value to them may be in safety, security, image reflection, performance characteristics, reputation, etc, but whatever it is, it has a value which they are prepared to pay for. The higher that value to them, the higher the price tag they are prepared to pay. It is a question of identifying where the value is. However, if the product/service fails to meet the standard, a “value gap” occurs which can cause re-evaluation of that value to them.

The question now is whether or not the global frugality has made us all more price conscious than we were previously. Thus, the way in which the price and the product are valued needs to be understood in depth in order to accurately evaluate the position of price in the mind of our target customers. This is especially the case for B2B companies where the value of an order or longer-term supply relationship can be critical to business survival.

Posted in B2B Marketing, B2C, Carol Ann Morgan, Price, Pricing Strategy, Segmentation, Thursday Night Insight |
Comments: None Yet »

Student Satisfaction At Crisis Point?

Market research specialist B2B International believes that current student dissatisfaction can be used to enhance educational experience in the future.

The current climate of student protests about minimal contact time, poor tutor feedback and shoddy lectures raises questions about the shift in students’ attitudes and behaviours related to their educational experience.

Much of this current unrest could be attributed to the requirement for students to pay higher fees.  This has prompted discussions within the sector about the positioning of the student as a “customer” or a “consumer”.  It has been argued that the term “customer” is not appropriate for the field of education as the relationship is completely different to that of the conventional commercial buyer/seller experience…yet students do purchase and experience education.

Carol-Ann Morgan is head of B2B International’s specialist education market research unit:

Such comments come from first-hand knowledge of the sector.  B2B International has more than a decade’s experience in conducting bespoke student satisfaction studies amongst Britain’s leading educational establishments, working with organisations within the education and training sector – schools and colleges for 14-19 year olds, universities and HE, and awarding bodies. B2B International has also been approved as one of a small number of preferred suppliers to conduct research for the Qualifications and Curriculum Authority (QCA).

Morgan continues:

In answer to demand from the HE sector and drawing on years of experience conducting student satisfaction studies, B2B International has developed its Independent Student Experience Programme (INSTEP), an independent, off-the-shelf, student e-survey package which complements the National Student Survey perfectly.  This technologically advanced programme delivers understanding of student perception, overall satisfaction levels across the institution, identification of areas of strength and weakness, priorities for improvement, and potential for ongoing tracking of changes in satisfaction.

Morgan feels that the recent student protests have vindicated the need for a simple and cost-effective product such as INSTEP, the demonstrations having served to underline the obligation of educational institutions to take student satisfaction seriously:

Posted in Carol Ann Morgan, Education Research, Higher Education, Market Research, Student Satisfaction, Universities |
Comments: None Yet »

See Us In A New Light

B2B International is delighted to give you a behind-the-scenes peek into our European HQ.  Voiced by renowned newsreader and broadcaster Nicholas Owen, this eight-minute taster video tells you all about our company, and allows you to see some of our research directors and multi-lingual interviewing team in action.

Directors Nick Hague and Carol-Ann Morgan take the opportunity to explain how our market research services can help your business – whatever your industry sector and whatever your geographical location, and emphasise what makes us different to other research organisations.

Take a look at our new video below.

Get the Flash Player to see this player.

Of course, if you have any questions about any of our services, visit our website, drop us a line at info@b2binternational.com, or call your nearest B2B International office.

Posted in B2B News, Carol Ann Morgan, Market Research, Marketing, Nick Hague, Television |
Comments: None Yet »

B2B International Appointed Preferred QCA Supplier

Business-to-business market research agency B2B International has been approved as one of a small number of suppliers to conduct research for the Qualifications and Curriculum Authority (QCA).

Achieving preferred supplier status demonstrates that the company has been through a rigorous process of selection based on technical capability and experience in the field of education, coupled with the company’s resources and sound business model.  B2B International offers a highly specialised education unit and this recognition builds on the successful work already undertaken within the education and academic arenas.

B2B International director and education specialist, Carol-Ann Morgan, is delighted.  “In becoming a preferred supplier, we will be invited to submit a proposal for all contracted research for QCA and the National Assessment Agency (part of QCA).” 

Posted in Carol Ann Morgan, Education Research, QCA |
Comments: None Yet »

« Previous Entries Next Entries »