The recent debate with Property Press over the value of different methodologies of research are, on reflection a complete waste of time!
We could continue an online slagging match quoting every conceivable piece of research that can be dusted off and used to justify a position – as is often the case with research.
After all quantitative research is only the ability to extrapolate based on sample groups. However extrapolation is not an accurate science. You can never say with 100% confidence that what 1,000 people say they will do will be exactly what 4 million people actually do.
So instead of quoting research let’s for a moment consider facts:
In the last week (w/c 5 October) the following numbers represent facts (what actually happened) – not research extrapolation:
- A total of 4 million unique browsers from within NZ visited a total of over 350 websites monitored by Nielsen – this is the unique total many of these visitors will have visited many of these sites
- A total of 475,866 unique browsers in NZ visited one of the 25 real estate websites monitored by Nielsen – these are unique users who may have visited a number of the websites – but are not counted twice
- A total of 86,912 unique browsers in NZ visited the website of realestate.co.nz viewing 2.2 million pages and spending a total of 85.6 million seconds on the site during those 7 days
These are audited actual events and activity, they are not extrapolations based on the words “would you”. They are based on the facts of what people actually did.
One year ago, the week commencing the 6th October 2008 these were the facts:
- A total of 3 million unique browsers from within NZ visited a total of over 350 websites monitored by Nielsen – this is the unique total many of these visitors will have visited many of these sites
- A total of 361,032 unique browsers in NZ visited one of the 25 real estate websites monitored by Nielsen – these are unique users who may have visited a number of the websites – but are not counted twice
- A total of 58,298 unique browsers in NZ visited the website of realestate.co.nz viewing 1.5 million pages and spending a total of 54.2 million seconds on the site during those 7 days
- To stand and deny it is to try and stand against a hurricane.
- Here endeth this debate!
So what do we need the survey for!
Good question.
The value of research is not in entering public debates. It is in evaluating where we are as compared to where we have come from and more important what we can learn by listening to how people respond to questions about us and the category of business we work in.
I published the research as a service to my customers (real estate offices) and to their salespeople so they could better understand what people do and plan to do.
Good answer. That sounds more appropriate use of the results (rather than using it for dramatic press releases).
Keep up good work.
Hi Alistair,
I recently led a research study for a major global brand focused on how purchasers and users of electric shavers use the internet to purchase online, and more importantly, how these same respondents move between various sources and touchpoints (online, retailers, etc.) from start of search up to the point of purchase. I think that any kind of commissioned research needs to be actionable for the client; therefore, I think Nielsen could give you a better understanding of what visitors are actually doing at your site and also a better understanding of how potential buyers move through different sources in their information search (and at which stage of the decision process). The learning that more people are using the internet is accepted but doesn’t add anything to the depth of understanding. Gut feeling about what visitors are doing is OK, but it’s not really that convincing.
J.C.
I sense you are a man after my own heart. I value research as a toll, but the key thing is having a defined objective before starting down this path.
My background is consumer marketing – major FMCG brands so I grew up on qualitative and quantitative data. The year has been a year of significant investment for us in research. In addition to this Nielsen syndicated market study we undertook a qualitative research into attitudes and behaviours of buyers and searchers with a clear focus to better understand the role of websites, the ideal function experience and then naturally our brand and website’s place in that process. That research has been pivotal in the re-development of the website which will be seen in the coming weeks.
In addition to these one-off pieces of research we also utilise Google Analytics to track paths through the site with specific defined goals so as to ensure that the ideal consumer experience can be better understood and refined.
Alistair,
It seems we share some similarities in our professional backgrounds. don’t know if anyone’s commissioned a study into house buyers and how they use different resources in the decision making process. Obviously, compared to FMCG, it could be a lot more complicated and would require qualitative components.
Alistair
In another life when I worked for Warner Bros and RCA / Columbia Pictures as a State Manager in Australia, exit research from was just so crucial, from preview screenings, the “dailies”. etc …….on many occasions we found it differed with the US head office findings in their polls.
Unfortunately I was only there for 3 years, so other than Danner Glover I can’t say I had personal conversations with many other known names….plenty with names than unfortunately for them ……didn’t go on to be featured in Newspaper headlines. But overall it was a great 7 years of my life.
Seems us downunder do definitely have a different sense of humour than them.
Action / Drama though, no problems…….franchises like the Lethal Weapon series that I was involved with marketing over there at the time, was a different story, “lay down misère” I think you call it.
Research like this, is in my mind, always beneficial.
The fact that is it interpreted in an adhoc “any which way” here in Godsown by what seems to be an increasingly cynical audience, well………?
I’d probably venture here into the negative and say, the public will side with any newspaper reporter, especially those incredibly “factual Sunday Newspaper” ones.
However overall it can help you confirm why your competitor went down that particular path and work out, and based on history (hindsight…..hmmmmm) what went wrong or not. As any aggressive business won’t to do, you would be tracking their every move anyway, so many of their market moves / directions / initiatives usually wouldn’t come as a surprise, more a sort of “wow, wonder why they did they that, and at that time, why didn’t they…..” moment.
Still it’s still nice to see how the public thinks/feels/believes it will pan out.
Why the pre-amble.
Simple – one reason, and it’s based on a local one.
Each time the market moves, Nelson (Yup where I live and blog from) alongside one or two other spots (Queenstown/Tauranga seems to ring a bell too) in NZ seems to jump out on its own and defy the analyst, the planners, those “sages”, etc. Buck the……
And that’s where I am coming from, I believe after watching your comments over the last 12 months, you do in fact have a “handle” on what’s happening out there.
Quietly I am pleased, actually very pleased that you imparted to us your FMCG background, because that’s important in my scheme of things.
I am of the old school and its really important to me to see in a “where fore art thou” sort of way where people that are making broadly based statements on an industry have come from.
All I can say is….and Cory Hart, he of the “Sunglasses at Night” one hit wonder style, springs to mind here, the future really is bright…..
Nice David. One thing that I have learned about research is that it’s always possible to present data in a favorable light. In fact, I have encountered individuals who will actively do so to promote their own interests (career promotions, etc.) when the overall organization wants objectivity and a comprehensive picture of an initiative’s success. Secondly, I’ve also seen research design that isn’t focused on the “threat,” when it is blindingly obvious in the market. Fortunately, my client is renowned as being one of the most committed users of market research in the world.
Alistair, a large portion of the increase in traffic to this website this Oct (compared to Oct 2008) could be attributed to improved market sentiment and activity. This time last year was a turbulent time and the herd mentality saw many shying away from real estate, whether online or otherwise. As reflected in sales volumes.
Loving it!
You tell em Alistair.
I’m sure the first dinosaurs to feel a little cold never dreamt that it would eventually mean the end of their kind.
There certainly seems to be a chill in the air around newspaper stands…I wonder how many print media companies will leave it too late and miss the rocketship to cyberspace altogether