Prepared by:

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The Future of the Internet and the Impact on
Market Research
Prepared by Ted Kendall Vice President,
Innovation Development QualTalk.com
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imagine
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a brief history of the internet
1984 DNS introduced Newsgroups start
1994 Netscape formed First Spam sent First Net
shopping mall
1979 USENET starts Emoticons suggested
1998 2 millionth domain name
1957 DARPA Formed to establish lead in sciences
1982 TCP/IP adopted
1991 WWW Gopher surfing the Internet
1990 First ISP
1993 InterNIC
1969 ARPANET commissioned First login (crashed)
1995 Sun launches JAVA RealAudio launched AOL
starts to offer Net access
1981 IBM introduces PC Minitel deployed
1972 _at_ assigned to email First chat
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typical survey process
Company makes selections from panel.
Respondent links or goes to survey site.
Email invitations to survey.
Screener on email invitation or separate survey
form.
Data transmitted via Internet to server (email
datastreams)
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sample options
Sample (sãmp l) n. A portion, piece or segment
regarded as representative of a whole.
e
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it looks like a focus groups
Recruited participants 6-10 participants Gather
in a room Led by a moderator Uses a discussion
guide Talk about a key issue Viewed from a back
room
DISADVANTAGES Visceral experience lost Low
entertainment value Tyranny of the typist About
half the content Poor show rates
BENEFITS No travel costs No geographic
constraints Constant communication with
moderator Language less a barrier Individual side
conversations More candid discussion Immediate
transcripts
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consumer internet growth

• The Internet and companies on the Internet are
  growing at phenomenal rates.
• In 1999, there were an estimated 79 million
  people in the United States who are online (about
  38 of the population).
• About 70 of these access the Internet from home
  while 43 access it from work

Source Decision Analyst, 1998
In 1997 the number one concern of among
marketers and advertisers was "when will this be
a mass medium? In 1998 the number one concern was
getting a broadly accepted measurement of
audiences. It was no longer even an issue whether
we'd reached critical mass...No one there (at the
summit) was questioning whether this is a
critical mass medium. Source September 28,
1998 AMA Marketing News, interview with Rich
LeFurgy, Chairman of the Internet Advertising
Bureau
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and declines in phone cooperation
People who answer phone surveys
4 million 50K PC users Have children Internet
users No time for IRL research
Source Inteco
Source Decision Analysts
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lead to a legitimate research channel

• In 1999, major U.S. companies began to accept the
  Internet as a valid means for conducting
  marketing research. This year, the market will
  really take off. Industry newsletter Inside
  Research gave The Standard a first look at its
  latest forecast Online market-research revenue
  will hit 230 million by the end of 2000, up from
  96 million in 1999. Most of this revenue will
  come from Web-based surveys for non-Net firms.
  Despite the explosion, this is a drop in the
  bucket for a 4 billion U.S. market-research
  industry.
• excludes online audience measurement. source
  inside research

Its Legitimate Representative
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how legitimate really?

• This Fiscal Year (2000)..
• 60 of research will be conducted on Internet
• Over 200,000 interviews!

Source MarketTools General Mills
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privacy

• Chocolate Chip or Oatmeal?
• Online consumers are largely baffled when it
  comes to dealing with the Net and privacy. That's
  not too surprising, given that sites often seem
  curiously suspended between informing consumers
  and manipulating them. Forty percent of users
  don't know what cookies are or how they work,
  while almost half report that they accept all
  cookies within their browser. And almost 70
  percent have unknowingly signed up for e-mail
  distribution lists, according to Cyber Dialogue.

70 scammed for spam
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day-parts
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robust data
Phone
Online
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time savings
Average of 75 Time Savings
260 Days Saved Last Year!
Brand Equity Survey
Name Sort Test
Source MarketTools General Mills
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other benefits

• In-depth
• More honest
• Often less expensive (particularly on a cost per
  interview basis)
• Elimination of geographic boundaries
• Liked by consumers
• International is more accessible
• Good representativeness and results

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levels of netness
1. Is it real? 2. Real life translations 3.
Interactivity 4. Hyper-relationship building 5.
End-to-end Net co
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open ends
A new idea in shampoo is to add natural herbs and
natural coloring, from berries and fruits, to
provide not only a shiny clean but also a natural
tinting and slight coloration to your hair.
Would this be something of interest to you? What
would it need to be like to fit your needs?
(Please provide as much detail as you desire.)
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email tools
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QualTalk.com
QualTalk.com is the online qualitative market
research enabler that

Does research better
Does better research
Dependable quality QualTalk.com has adopted and
executes on the quality processes that made 20/20
Research the 1 research company in North
America. (Impulse Survey) We also employ panel
development and management practices that result
in well-targeted and unbiased pools of potential
research respondents.
Innovative Products QualTalk.com makes current
methods for online qualitative research better.
Current online methods that fall short of their
real life counterparts will be enhanced to
provide a more life-like user experience. Plus,
completely new methods will be pioneered that use
Internet capabilities and practices to do better
research than can be done in real life.
D
Message Boards Chat groups Email interviewing and
exploration methods Open end concept
testing Hybrid off-line, on-line methods
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message boards
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process
?
Design of objectives, discussion guide and
screener
Moderator adds topics and probes 1-2X each day
?
?
?
Recruit 25 participants
Participants go in and take part 1-2x each day
Results are applied by client team
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hybrid IRL-OL-IRL
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hybrid qual-quant
Email invitations/ Screener
Email invitation
Selections from panels
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Email invitation
C
Survey
Message board
Analysis/Reporting
Analysis/Reporting
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fun stuff real stuff
The Internet's Got Game Through advertisements
and online subscriptions, Internet-based games
captured 102 million last year, according to
Jupiter Communications. That's only a tiny
fraction of the 8 billion electronic game
market. But by 2003, Web-enabled game consoles
like the Sega Dreamcast are expected to push to
16 million the number of U.S. households with Net
access through gaming devices. Only about half of
these households are expected to use the devices
to go online. (Source eStats.com)
Pogo.com Captures the Stickiest Site At-Home and
At-Work Pogo.com was the stickiest site among
at-home and at-work users this past week. While
Internet surfers at-home spent about 84 minutes
on Pogo.com, Web users at-work spent nearly 94
minutes on the site. (Neilson)
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the future looks incredibly exciting

• Wireless technologies
• Hybrid methods
• Completely new methods
• Use of the computing technology
• Community panels
• Non-intrusive methods
• Participant/respondent control

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More questions

• tedk_at_qualtalk.com
• http//members.tripod.lycos.com/TedK/IMHO/
• http//www.marketinginfo.com/
• http//www.qualtalk.com/