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Researching on-lineWhere is it coming from,
where is it heading to?
Olaf Hofmann Managing Director SKOPOS Germany

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Whos talking?

• Olaf Hofmann, Psychology Graduate, 35 years of
  age
• Chairman of the German On-line Research Society
• Managing director of SKOPOS Market Research
• Founded in 1995 by Olaf Hofmann Jörg Korff

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Whos talking?

• SKOPOS has been researching on-line since 1998
• Strategic partnership with dooyoo, an internet
  opinion portal since 2000
• Branches in Cologne, London, Paris, Madrid,
  Rome
• Clients Ford, GM, BMW, Ericsson, Siemens etc.

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Preview
1. The early days 2. The state of the art
3. Future trends
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The early days

• High pioneering spirit, massive VC investments
• and low barriers to market entry trapped many
• online research providers into
• a quick-and-cheap (and dirty...) approach
• inappropriate deployment of available technology
• a premature entry into an
• extremely small
• rapidly growing
• quarterly changing
• methodologicalwise extremely difficult market

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Preview
1. The early days 2. The state of the art 3.
Future trends
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Preview
1. The early days 2. The state of the art 3.
Future trends
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Future trends
Implicit Assessment Technology (IAT) might serve
to illustrate the smart new methods IAT can be
used to measure consumers attitudes to products,
brands or adverts
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Future trends
Unlike traditional measures, IAT measures
response times during dichotomous classification
of products, brands or adverts Specific
response criteria suppress consciouscognition ?
This yields unbiased data at unrivalled test
power? Even subtle effects no longer go
undetected
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Future trends

• IAT-based studies will require fewer participants
• reduced field costs
• faster studies
• more complex designs with less effort
• An example context effects on ad placement

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Future trends

• General recommendations for deployment of on-line
  research
• Use of excellent independent MR Agencies due
  to lack of in house experience
• start to build a feeling for
• on-line target groups
• dos donts of on-line research
• sampling problems in the net
• transition phase
• use both methods, at the same time for a limited
  time, costs more for a while, saves money medium
  term, gives you the opportunity to learn, develop
  a feeling

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Future trends

• Established methods
• vertical panels
• B2B research (ad pre-tests)
• international/global research
• adaptive conjoints pricing
• IAT is coming in place
• ? Ad hoc marketing research

Problematic methods

• Image tracking
• tracking of ad efficancy
• Any type of tracking (except web site
  research)

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Future trends
On-line research is one of the most difficult
methods to implement
Need for on-line research
Marketing
Seduction
Difficulties Challenges
Cost reduction
Expectations
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Outcome

• Active recruitment
• Careful handling of target groups

• Ad banners (self-recruitment)
• Generalisation despite low coverage