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Quirk's Monthly E-Newsletter
January 5, 2009
In this issue
1. Research War Stories
2. Busy Americans spend precious leisure time online
3. Small businesses sanguine about '09 outlook
4. Mystery shopping: measurement alone is not enough
5. Upcoming research events
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1. Research War Stories
In the popular War Stories column, which has run sporadically in Quirk's since 1994, Art Shulman, president of Shulman Research in Van Nuys, Calif., presents humorous tales of life in the research trenches, based on his own experiences and those of researcher friends and colleagues. Each month in our e-newsletter we feature a few anecdotes from past War Stories columns. Art is always gathering material for future War Stories installments so e-mail him at [log in to unmask]<mailto:[log in to unmask]> to submit your own anecdotes for consideration.
Focus group moderator Gary Friedan recalls riding in a limousine from the airport to a focus facility, along with a very important client. The limo driver, a burly woman in her 50s, was tailgating, much to Friedan's discomfort. So he asked her nicely not to stay so close behind the car in front of them. She continued to tailgate, and again Friedan nicely (at least he thought) asked her not to get so close. The woman swerved to the shoulder, stopped, turned around and told Friedan, "If you don't keep quiet you're out of this car right now! Understand?"
"Yes," Friedan replied meekly, wondering what his important client thought of him now. He also thought, "There goes your tip, lady."
Nancy Levine reports that in a ride-and-drive car study she conducted, a respondent who was curious about trunk space unscrewed his artificial leg and crawled into the trunk. Levine resisted the temptation to shut the trunk on him.
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2. Busy Americans spend precious leisure time online
Evidently the stock markets aren't the only indices declining recently. America's leisure time is shrinking, and how we spend that time is changing, too, according to research from Rochester, N.Y., research company Harris Interactive. The median number of leisure hours available each week dropped 20 percent in 2008, from 20 hours in 2007 to an all-time low of only 16 hours this year.
The median amount of time spent working, including housekeeping and studying, is now at 46 hours per week, up slightly from 45 hours in 2007. By generation, Generation Xers (ages 32-43) are working the most hours (55 each week), followed by 50 hours each week for Echo Boomers (18-31) and Baby Boomers (44-62).
In 2008, Americans increased their work week one hour yet claim to have lost four hours of leisure time. Where did the rest of the time go? Perhaps, as the American economic situation has worsened, people who were worried about their jobs feel the need to spend more time "just checking in" via computer or wireless device yet consider this time as neither work nor leisure.
Study results from an international survey conducted by New York research company TNS confirm that, on average, people are spending close to one-third of their leisure time online, and it appears people want their 30 percent digital time regardless of how much free time is available. Respondents with up to two hours leisure time each weekday spent the same proportion of their leisure time online as respondents who had 7-8 hours of leisure time on a weekday.
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3. Small businesses sanguine about '09 outlook
Small business owners are cautiously optimistic going into 2009. More than a quarter of small business owners plan to spend more on advertising, and another 60 percent plan to spend about the same as in 2008, according The Ad-ology Small Business Marketing Outlook survey conducted by Ad-ology Research, Columbus, Ohio. While 25 percent stated they are fearful about the current economic situation and 58 percent are concerned, 83 percent expect 2009 sales to be up or about the same as 2008.
When broken down by media type, over half of small business advertisers plan to spend the same or more on the following: online advertising (69 percent), Yellow Pages (54 percent), newspapers (51 percent) and direct mail (51 percent).
Other key findings include:
* 52 percent of small business owners surveyed agree with the statement "You can gain market share by marketing while your competitors are cutting back."
* 74 percent believe their company "must be one of the first 2-3 that come to a customer's mind" when they need what the small business owner is selling.
* More than half of respondents plan to spend the same or more time and money on their Web sites and e-mail marketing in 2009.
* The majority of small businesses are not using other emerging media: 77 percent do not use online video, 83 percent do not podcast and 82 percent do not use mobile advertising.
* "Knows my company/line of business" is the top attribute small business owners look for in a media advertising sales rep. "Delivers what they promise" is the second most desirable attribute.
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4. Mystery shopping: measurement alone is not enough
The January Quirk's features a focus on mystery shopping. From our archives, here is an excerpt from a past case history by Rachael Narsh that details Maritz's approach to using its mystery shopping program to help Walgreens improve customer service.
Beginning in 2006, St. Louis research company Maritz has helped Walgreens facilitate its mystery shopping program to better measure, train and reward customer service. According to Maritz Division Vice President Al Goldsmith, understanding employee performance is a critical step in any location-level improvement effort, but measurement alone is not enough.
Successful programs use mystery shopping as the foundation for an integrated, closed-loop process of performance improvement. There are three basic components that form the basis for the Maritz process:
* understanding how frontline employees are delivering on the brand promise, through mystery shopping;
* enabling them to deliver the brand promise through continuous improvement tools, processes and coaching; and
* motivating frontline employees to embrace change with effective incentives and recognition programs aligned with brand goals.
"Mystery shopping often gets a black eye when people don't do anything with it," says Goldsmith. "Those that only do mystery shopping ask 'Why do we still see a flat line?' If you don't do anything with it, you're going to continue to see a flat line."
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5. Upcoming research events
AMA MPLANET 2009<http://rs6.net/tn.jsp?e=001rXeAfZGFZQclSH_QIRWqq6TeSP0nnABWP1I-iBaSXEdXNf2nXXnekEYtNbBfWqEGvLgv61Y3gqyxUcLSP7xhSHQUhfCuri5HfrgQvL52F79_JMst6p6WAJT11y8HJdOLTrqjM_jsOfZUrJpU8wDxlsvmlIB0tnBvEyO1x0FiXcY732H_qOgGVg==>
January 26-28
Rosen Shingle Creek Resort in Orlando, Fla.
CASRO PANEL RESEARCH CONFERENCE<http://rs6.net/tn.jsp?e=001rXeAfZGFZQdRIkhx8yhAwWH_MP_C0eWnrHI1Opio-dhmn2L5EGLc2_AVkZ6wDXEnXpc-PlGFByZgthRebsFRvNbjqf5J77BVCb7fBcuDFwtYLErDl1rSeq6pLw408wl1BylLwXF-Jyqqm2UfrWeSuiwX5sRiTk8eFbRXnpPTYra8wL9scIb1ZA==>
February 2-3
The InterContinental in New Orleans
INTEGRATED COMPETITIVE INTELLIGENCE WORKSHOP<http://rs6.net/tn.jsp?e=001rXeAfZGFZQeAtTNeI0dmlzYx-jwp9wnn8aJD9j2G-xcZgL4rzAdc1ak7ppJMNZRbE6G-u8mUeLwlhbOvaVTHmE7OQQK9fswz0iN0MEE2sLU3fpNQ80a4LyD0Cy2kB-T-lKor0kJww-K5O7TCRmaNk8G0BullLy81a5NT8848rYzFgisT_CnngA==>
February 12
Boston
CMOR RESPONDENT COOPERATION WORKSHOP<http://rs6.net/tn.jsp?e=001rXeAfZGFZQcnT0Emwyx70r6AQKz09e6RTLC7gUXQ9VaHvrHwHJFZbDnRh9UDKVd-WiR0PBMbbC3hUkE1VPVfAU4EO81zO4KWpNNIo9EePIWBc8dOTjg3dFiRmz9Gk2sQ6gnQbEkSo--Jdmn5PpwdeZOXk_fF0ZixES_XVY3RfjXZCV4eISMTHQ==>
March 2-4
The Miami Beach Resort and Spa in Miami Beach, Fla.
PMRG 2009 ANNUAL NATIONAL CONFERENCE<http://rs6.net/tn.jsp?e=001rXeAfZGFZQdteEj5rNuMLORVl_dkq8eXOhN6Or6mBiWtdBNz4l2cjbcBDcQrbavSPWQob6CDjBicESz4kb5JeF3_hL2DlDi2JS6yowI35rEyF1FlYWe0dzCY88GxPJ4uoNk3jDKbwGp6KnU3tJUkffT5Xf7SzzKX6429byX_zPTSh2Oph5Rr2g==>
March 8-10
Wynn Hotel in Las Vegas
For more information and listings visit our online calendar<http://rs6.net/tn.jsp?e=001rXeAfZGFZQdfxVCBDmPqCquaT6tpGfp0zilpq4-8j0tHJlfb-1OWPV70Lot99GWg7jivM92DcKGvn4Mcgn652kJTS9FMZqh-9WTx1loc8n0_m5YQViC2DMEcEWiUS366V4RsXLsrs7U=>.
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In the January issue!
[http://origin.ih.constantcontact.com/fs015/1101953216483/img/20.gif?a=1102375499992]
* Principles for interpreting eye-tracking data
* Feedback portals can foster customer goodwill, satisfaction
* Love for sale: 10 ways to keep panel respondents happy
* Should an online interview be fun?
* Product packaging has to close the sale
* Product innovations must serve consumer, not corporate, interests
* Mystery shopping for the food-service industry
* Technophobia in qualitative research
* Quirk's reader survey shows strong relationship
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