On December 14th 2011 the Market Research Trends 2012 webinar featured moderator Ivana Taylor and panelists Lenny Murphy and Romi Mahajan discussing the most prominent trends for market research in 2012.
Today we bring you the full text of the fifth part of the webinar, a discussion of user experience.
Here is a list of all the parts of the webinar with links, to be updated as each section is published:
- Part One: Gamification
- Part Two: Consumerization
- Part Three: Network Intelligence
- Part Four: Social Monitoring and Panel Communities
- Part Five: User Experience
- Part Six: Mobile Sampling and Mobile Ethnography
Ivana Taylor: OK. User experience. I’m not really sure who brought this up, if this was a Survey Analytics trend or one from the overall community. I know for a fact that some of the feedback that I had received in doing some work with Survey Analytics customers is that it is all about the user experience as they interact, whether it’s a survey– this brings the whole gamification, social media. It’s as if we consumers have created a new normal for how we interact and share information to your point, Romi. What do you guys see?
Romi Mahajan: Lenny, do you want to go ahead and take that, and then I can go after that?
OK. Sure. I think that the bar can be raised on user experience across the board. A lot of that, I think, has been driven by the mobile revolution as well. So delivering a substandard experience just isn’t going to cut it anymore. Consumers are empowered today. They know that they have myriad choices and they know that they are also in demand. There is a lot of people and organizations vying for their attention.
So if we’re not making it fun, relevant, and rewarding for them, why are they going to do it? There really is no reason to. That’s why user experience has to be a major consideration in any of the things that we’re discussing, whether it be gamification or social networking or panel communities, whatever the case may be. We have to think about how the consumers are actually going to experience and enjoy that interaction.
That, again, flies in the face of traditional market research thinking. Market research has not dealt with the idea of thinking of consumers enjoying the experience. It was an expectation. You’re going to take your medicine, and you’re just like it and deal with it. And that doesn’t fly anymore. We need to win them over. So I think it’s an important principal that has to be factored in everything that we’re doing.
Ivana Taylor: Romi?
Romi Mahajan: Yes. I come from a digital marketing background. I was chief marketing officer of a company, a digital marketing agency. Definitely user experience is something that matters. It’s actually a function of a couple things. One is what Lenny said, which is people can opt out of things much more easily. The consumer is empowered and they don’t need to participate in things. And yet we still covet the information that resides in their head, and so how do you make it possible for them to give it to you.
The other thing is we’re all frankly just spoiled. I mean, we’re used to spending four seconds on a website versus four minutes. We’re used to a normalized ADHD. And as such, it’s not clear that that trend will ever change, but part of it’s about the consumer– including myself– being spoiled.
Now back to my earlier point about you can do it right or do it wrong. I was listening to NPR the other day, and they were doing a review of the Kindle Fire, the new Amazon Kindle, which has been obviously selling well, playing to rave reviews. Well, it turns out that one of the things that Amazon did for user experience was what’s called One-Click Buying, where you can just click on one button and you could go and buy a book or whatever else.
Well, it turns out that on the Kindle Fire, they’ve not used parental controls and they still have One-Click Buying. So if you let your kid run around with your Kindle Fire, you might end up with a bunch of books, candles, and other paraphernalia delivered to you because they just bought some stuff. Now, that’s an example of a great user experience used badly.
And so user experience has to be done well. It has to be through through. It has to take into account scenarios. And so my suggestion to everyone is these trends are all like the god Janus. They have the face of the destroyer and the creator. And one has got to be very careful in which face one invokes.
Ivana Taylor: Oh, boy. That’s brilliant. Brilliant. I love your– what do you call them?– soundbites, Romi.
Romi Mahajan: Oh, thank you.
Ivana Taylor: You’re full of them.
Romi Mahajan: I’m a marketer. I live for soundbites.
Ivana Taylor: You know, I made a reference earlier to our SurveySwipe app, and Romi, of course, and I think you did too, Leonard, talked about people engaging with their mobile devices. Why don’t, Leonard, you start and talk a little bit about mobile sampling and how that works?