11-11-2004, 06:30 PM
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Executive Editor
Join Date: Aug 2006
Posts: 29,160
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Market Research and Online Forums
The following colunn was written by Dave Austin in response to an earlier conversation that we had in the forums regarding USB hosting. Dave was particularly passionate about the subject, so I encouraged him to write his thoughts down and I'd publish them as a column. I'd be interested to hear what people think. - Jason Dunn
Online forums are the great democratic arenas of the new millenium. They�re the best source of answers in the world. They nurture a feeling of community, allow people to debate pros and cons of new and different things, and they also let us just �chew the fat� with others who share our hobbies and inclinations.
Forums also provide an ideal window through which PPC industry decision-makers can see into the brain of their ideal target-customer base. And that�s good, right? We say just what they need to hear, right?
From my occupational observations as an engineer and as an SMB consultant for over a dozen years I�m not so sure they get the right messages from us. I�ve observed that most market research is done haphazardly and �off-the-cuff�, enough that I believe that handheld-market-researchers who might lurk in the corners of our forums probably don�t take the time to see beyond polling results and thread titles. Here are 5 reasons why I�m skeptical of how often they get the right message:
Sometimes We Don�t Know All The Details
When we vote in a poll about a proposed feature for new PDAs, each one of us has to make some assumptions. For example: will it increase the price much, will it diminish battery life much, will it make the PPC larger, or will it decrease reliability, or will existing features be compromised, etc. Too many assumptions like this can invalidate the statistical results of a poll.
Forums Provide Solutions, But That Doesn�t Excuse The Problem
Are unreliable alarms on the PDA not a big deal because so many people use their PDA for other things, or because you can buy a 3rd party workaround? I�ve heard such comments over the past 4 years whenever I�ve seen the �unreliable alarm� issue come up, and although they can be worthwhile comments do decision-makers ever use those comments to excuse the problem? Could that be why the alarm problem persisted off-and-on for 4 years?
We Have Hopes And Fears
Many of us voice our opinions out of fear or hope but not always from direct experience because we just don�t have enough cash nor time to try everything � but we do all have valuable opinions, even if they are heavily laden with subjectivity. Also, some of those who do have relevant experiences may sometimes be a little biased, understandably so because the technology in question was poorly executed the first time (especially true with �first adopters�, a huge part of our community). Do decision-makers take that into consideration?
We Exaggerate And We Use Superlatives. That�s What You Do In A Forum.
Ever hear anyone trash or praise a product or a feature simply because of what they do or don�t already have? Sure you have, but it�s all forum talk, and we�re generally always open to new things � but do decision-makers understand that?
We Often Vocalize The Symptoms, But Not The Root Problem
USB Hosting is the perfect example. In a recent poll over 70% of the users said they would not expect that feature in their next PDA. However, the issue with USB Hosting is not a lack of enthusiasm, but rather a lack of WinCE USB drivers which has limited USB Hosting usefulness. So the right message should have been �Make WinCE USB Drivers�, instead of the message: �Most of us don�t care too much about WinCE USB Hosting�.
Having said that, I earnestly believe that forums are all about the free exchange of unfettered ideas and opinions. However I also believe due consideration can lessen these 5 pitfalls. Let�s do more research and provide more information when we post a poll or solicit opinions. Let�s insist that the solutions that we provide don�t excuse the problems. Let�s be open-minded and objective. Let�s have some solidarity and adopt a mindset of shaping the industry in something that serves the consumer�s best interests.
Then we will have done all we can to help decision-makers easily and accurately check our online pulse (assuming that they even try).
Hey, a little paranoia never hurt anybody.
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11-11-2004, 06:48 PM
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Theorist
Join Date: Sep 2005
Posts: 275
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Quote:
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Originally Posted by Dave Austin
Having said that, I earnestly believe that forums are all about the free exchange of unfettered ideas and opinions. However I also believe due consideration can lessen these 5 pitfalls. Let�s do more research and provide more information when we post a poll or solicit opinions. Let�s insist that the solutions that we provide don�t excuse the problems. Let�s be open-minded and objective. Let�s have some solidarity and adopt a mindset of shaping the industry in something that serves the consumer�s best interests.
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Well said Dave :way to go: "open minded" that is what some people in the forums should consider when they are voicing out. Those people tend to "shove" the idea that "you don't need this" or, "that is not good", and "this is the best". It's ok for people to share their opinions but not to the point where they flame you because we have different point of view on what we like.
I'll be watching out for more post from Dave... Thanks Jason for posting this too!
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John Cruz
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11-11-2004, 07:33 PM
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Mystic
Join Date: Aug 2006
Posts: 1,734
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If we want our opinions and polls to be useful to market researchers, we should be sure to use the mind set of a consumer.
This means demanding and prioritising features and fixes, and describing the way we want things to work.
We should not ever take on the mind set of the engineers and marketers, and say "I dont want that feature, because it will impact battery-life too much/its too difficult to implement/ will be too expensive" etc. Its our job to ask for features, and the engineers job to find a way that will implement them in a useful and usable way.
Ive seen this especially with regard to the hard drive question. When we ask "do you want 20GB on your device" people always say yes, but as soon as we say "do you want a hard drive" all we hear is about reliability issues, battery life issues and size issues.
These should not be our problem. Its for the engineers to sort out (and Im sure they can). As the article says, we should stop speaking from our preconceptions and assumptions, and rather judge the final product on its ability to deliver, produce advantages and mitigate the disadvantages.
So I agree with this article. Remember the customer is always right, and its the job of the companies to satisfy even our most exotic request (if they want our money). This also means not making excuses for them for example when they make a marketing decision (like the wm2003SE update) and blame it on so called engineering challenges.
More consumer activism!
Surur
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11-11-2004, 07:40 PM
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5000+ Posts? I Should OWN This Site!
Join Date: Jul 2003
Posts: 5,133
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I think the other problem is that it's difficult for marketers to sift through some forums that have a higher percentage of insults, etc, to find the useful information.
Especially when rants appear personal and involve a lot of swearing, I would think the marketer would be inclined to discount the ranter as a crazy anomaly.
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11-11-2004, 08:04 PM
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Sage
Join Date: Aug 2006
Posts: 810
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Up to this point, I agree with everything said in this thread.
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11-11-2004, 09:28 PM
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Ponderer
Join Date: Mar 2004
Posts: 92
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Do you really think that marketers are looking here for data?
I don't.
I have been contacted more about my corporate purchasing activity (i.e. what am I going to buy?) and virtually never contacted about what features I want in a new gadget.
I think all you have to do is look at CTIA as an example of what the current trend in marketing is - me, too!
Truth be told, we need less market research and more design research.
USB hosting is a no-brainer for me - look at all of the USB devices out there - nearly all of them are unusable with PDAs.
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11-11-2004, 09:52 PM
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Mystic
Join Date: Aug 2006
Posts: 1,520
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Re: Do you really think that marketers are looking here for data?
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Originally Posted by DarkHelmet
Truth be told, we need less market research and more design research.
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I agree with this comment.
Marketing research is as follows:
--What are people buying.
--What would is minimum effort to re-stimulate buying. (e.g. Phone sales are flat. Hmmm.... lets add cameras)
Design Research is more like:
--What do consumers want?
--What are consumres asking for?
__________________
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11-11-2004, 10:15 PM
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Theorist
Join Date: Sep 2005
Posts: 275
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Re: Do you really think that marketers are looking here for data?
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Originally Posted by DarkHelmet
look at all of the USB devices out there - nearly all of them are unusable with PDAs.
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Not for my case. I needed a USB keyboard, mouse and harddisk to use in my PDA and I got them all connected and running. Sorry if you cannot take advantage of this feature. Peace!
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John Cruz
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11-11-2004, 10:28 PM
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Ponderer
Join Date: Mar 2004
Posts: 92
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Re: Do you really think that marketers are looking here for data?
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Originally Posted by johncruise
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Originally Posted by DarkHelmet
look at all of the USB devices out there - nearly all of them are unusable with PDAs.
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Not for my case. I needed a USB keyboard, mouse and harddisk to use in my PDA and I got them all connected and running. Sorry if you cannot take advantage of this feature. Peace! |
My "point" was that most PDAs do not have USB hosting capability - apparently your Casio E-200, with PocketPC 2002 OS has the capability...
So - you helped me make my point - market research told all of the other vendors that USB hosting wasn't important - Casio knew better...
Where are they now? <laments>
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11-11-2004, 10:31 PM
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Sage
Join Date: Aug 2006
Posts: 810
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Re: Do you really think that marketers are looking here for data?
Quote:
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Originally Posted by DarkHelmet
I have been contacted more about my corporate purchasing activity (i.e. what am I going to buy?) and virtually never contacted about what features I want in a new gadget.
Truth be told, we need less market research and more design research.
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And that's really where I'm coming from. Maybe I interpreted what was said here differently than you. But I agree with you 100%. Providing the proper feedback so that companies know how to design their products according to what we want, is what I'm all for.
Companies that focus more on what they think might generate more money (and often to their detriment) instead of focusing on what people really want and are asking for, never made any sense to me. If they'd pay attention to what people really want, then they wouldn't have to be as concerned with the bottom line.
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