 |
MRA Update
By Debra Bookbinder
|
Members News this issue includes: -
Diary Dates for event booking and programme input
- New Members
- Updates
- Quarterly review
- Members Day – additional
date
- Research Projects
- Notice of Xmas Shopping Survey
Launch
Diary Dates: -
1.10.02 Expressions of Interest invited for Xmas Shopping
Survey 2002/3
15.10.02 Members’ Day, London (FULL)
25.10.02 Suggestions for Winter Quantitative survey
to be submitted
31.10.02 Deadline for expressing interest in attending
FINAL Members’ Day
31.10.02 Autumn Quarterly Review Available
1.11.02 Winter 2002/3 Quantitative Project exploring
brand across channels project outline released for
Members’ input
13.12.02 Deadline for input on Brand Project
10.12.02 Members’ Day, London (planned, subject
to demand)
New Members
We are delighted to welcome a further 2 brand leading
names to membership of the MRA. From the automotive
industry we have DaimlerChrysler and another global
brand is represented by one of the worlds’ largest
electronic games development and distribution players
– Electronic Arts.
Quarterly Review
The final 2 topics in the Autumn Quarterly Review
have been determined and are:
· Post Transaction Experience
· Introduction to Brand -
this topic is a taster to the Winter Quarterly Review
that will be a special focus on the very latest developments
in brand.
Your topic suggestions for the Winter Quarterly review
on brand are now invited.
Research Projects
The Summer Research Project into Technology, Cynicism
and the Digital Interregnum has been very well received
at Members’ Days delivered in Manchester and
London (see below).
The research challenges the arbitrary notion of a
single movement from an Analogue to a Digital Age
& suggests the introduction of an interim period
(defined by the research as a ‘Digital Interregnum’),
providing a powerful explanation of recently observed
phenomena (dot.com boom and bust etc.) and offering
insight into future direction and technology adoption.
Research Objectives
- Explore consumers attitudes
towards technology & how this fits into their
lives
- Separate the sample into varying
adopter groups according to Everrett Rogers –
Laggards, Late Majority, Early Majority and Early
Adopters
- Explore differences in attitudes
between different adopter groups
- Understand the differences
in these attitudes and examine both barriers to
and opportunities for take up
- Give an account for technology
adoption failure
Research Methodology
· Four qualitative focus groups representing
each adopter category
· A quantitative survey of 1000 responses was
carried out over a random sample
· Respondents segmented into adopter groups
and asked about their general technology use
Key Emergent Themes
Digital Age
- We do not live in a Digital
Age…yet. For now we have the Digital Interregnum
- 74% of the current population
were born before the PC so current digital use largely
adaptive, the Digital Age won’t happen until
those with natural digital behaviours and those
who are adapting reach critical mass
Adopter Segmentations
- Within the pre and post
PC groups there are differing levels of adoption
- These groups may become more
sophisticated over time, e.g. a laggard may in time
own a mobile, an MP3 player and a Digital Radio,
but the early adopters will have much more and will
be using these devices in a very different way.
Access, Adoption, Failure, Trust
- Brand and trust play
a very different role in each of the adopter categories’
lives
- Technologies need to be introduced
in incremental steps for them to be adopted by the
‘lower’ adopter groups
- Some groups may always
be laggards and as we have an ageing population
older laggards may experience digital disenfranchisement
Members’ Days
September 16th saw Manchester United Football Club
kindly host the first Members Day for the Summer 2002
research into Technology, Cynicism and the Digital
Interregnum. London was the venue for the 18th and
feedback was again, very positive with the principle
objectives of a Members’ Day largely met for
most attendees. Collated feedback is presented below.
The Winter 2002/3 Quantitative Project will compliment
the Quarterly Review with a strong focus on brand.
The Project will seek to answer:-
Are brand values relative to, or independent
of, media channel used and to what extent is brand
portable across channels?
The Project Outline will be made available at the
beginning of November with input on scope and methodology
requested by the second week of December. The report
will be made available to Members in February.
Further Members’ Days
Tuesday, October 15th, London (FULL)
Tuesday, December 15th, London. This day is subject
to their being sufficient demand. If you are interested
in attending, please inform us as early as possible,
and no later than Thursday, October 31st. This will
be the final opportunity to hear the Summer 2002 research
in a Members’ setting.
Christmas Shopping Survey – First Refusal
for MRA members
Please note that expressions of interest in participation
in the Christmas Shopping Survey are now open. This
is outside the MRA but last year we were informed
that some members had not been made aware of it and
would have liked to participate, so to ensure that
you have first refusal, please send any expressions
of interest, even if only in principle, to Teleconomy
at your earliest opportunity. enquiries@teleconomy.com
The 3rd Christmas on & Off Line Shopping
Behaviour Study
December 2002-January 2003
The Teleconomy Annual Christmas Shopping Experience
helps explain and understand customer behaviour in
the use of on and offline shopping channels, including
the gap between intentions and outcomes with three
years trend analysis. This will help companies to
predict how virtual shopping behaviour will have evolved
by Christmas 2003.
Expressions of Interest are strongly recommended,
this syndicate filled within 7 weeks of launch last
year.
enquiry@teleconomy.com
or call enquiries@teleconomy.com
01524 382000
If you have any feedback to offer, ideas or suggestions
for the programme, or queries on any aspect of the
MRA, please contact MRA@teleconomy.com
or call 01524 382000.
|
FEEDBACK