GeoQuery now supports Mac's System 7
GeoQuery Corporation has released GeoQuery 3.0 for the Macintosh, designed to take advantage of major fea-tures of Apple's System 7 operating system such as Apple events, Balloon Help, True Type, Publish & Subscribe, and 32-bit Addressing. Version 3.0 includes arange of new mapping features, including support for interstate highways and state roads, and new tools for data analysis and manipulation. Using its built-in maps and ZIP code database, GeoQuery classifies and pinpoints the locations of typical business data, such as lists of customers and corporate facilities, from databases, spreadsheets and other software packages.
New guide to Asian market
Washington Researchers. Ltd. has published Asian Markets: A Guide to Company and Industry Information Sources, which provides thousands of sources of intelligence on Asian markets, industries, and specific companies. The sources are located both in the U.S. and in specific Asian countries. The guide covers U.S. federal, regional, and state agencies; international organizations; commercial directories, periodicals, electronic databases, and more. Individual chapters describe sources of information on China, Hong Kong, Indonesia, Japan, Korea, Malaysia, Micronesia, the Philippines, Singapore, Taiwan, and Thailand. The chapters identify U.S. and native government sources, trade organizations, major banks, and English-language reference books and periodicals.
Modeling system measures buying propensity
Ruf Corporation, an Olathe, Kansas-based computer company, now offers a new modeling system, Target Profile, that identifies, measures, and correlates the customer's buying propensity with the demography and lifestyle of that customer. Ruf's Integrated Marketing Services (IMS) also provides locational analysis, list management and enhancement, provides decision support maps, and plans marketing strategy using 1990 Census data.
Directory provides lifestyle data on ZIP codes
Standard Rate & Data Service and National Demographics & Lifestyles introduce the Lifestyle ZIP Code Analyst, an annual market resource directory featuring demographic and lifestyle data on virtually every ZIP code in the United States. The directory covering nearly 25,000 ZIP codes from the top 25 MSAs (metropolitan statistical areas) and all counties with populations of at least 35,000. In addition to demographic profiles by ZIP code, the Lifestyle ZIP Code Analyst analyzes household participation in 56 lifestyles by ZIP code. Five main lifestyle categories in High Tech, the Good Life, Sports & Leisure, Outdoor, and Domestic) are broken down into specific lifestyle interests - for example, investments. VCR usage, home decorating, health foods, and golf.
Reprint of guide to Soviet consumer W-Two Publications has reprinted Understanding the Soviet Consumer, a 32-page compilation of information on Soviet Consumer and the Baltics. Though the situation is changing rapidly in the Soviet Union, the demographic information remains constant. The report contains sections discussing: Soviet cities that are the best bets for business; important sources of information for the serious Soviet watcher; and new consumer and lifestyle survey data from the East.
Japan VALS now available
SRI International now offers Japan VALS, a psychographic segmentation system similar to the U.S. VALS (Values and Lifestyles) system but reshaped to reflect the unique values, needs, and wants of the Japanese people. The four-year research effort was performed in collaboration with the Research Institute of Systems Sciences, a subsidiary of NTT Data of Japan. The systems provides businesses with a standard segmentation system that merges the structural aspects of change with the individual psychological attributes that characterize the types of activities that people their lives around. SRI and NTT Data patterned Japan VALS after SRI's VALS description of U.S. consumers. Japan VALS identifies 10 standard segments with distinct means of self expression, motivation for achievement, and tradition. These segments are labeled: Integrators, Sustainers, Self Innovators, Ryoshiki Innovators, Tradition Innovators, Ryoshiki Adapters, Self Adapters, Tradition Adapters, High Pragmatics, and Low Pragmatics.
Product and Service Update - In Depth
Video focus groups offer the next evolution in qualitative research
The economy, and marketing and research in particular, is experiencing leaner, tighter conditions. Reduced budgets and staff levels have forced companies to look for ways to work faster and more efficiently. Still, marketers recognize the need to stay in touch with rapidly changing consumer values and attitudes, and focus group research is a tried and true method of keeping current. But with travel budgets and staffs shrinking, how will marketers attend their "out-of-town" focus groups in the '90s? In their own conference rooms.
New technology is in place for video transmission of focus groups directly into client offices - live, interactive, nationwide. After two years of testing, New York City-based FocusVision Network, Inc. introduced the video focus group in January, 1991.
FocusVision operates through a network of independently owned, existing focus group facilities installed with FocusVision T-2000 transmission capability. Six locations are now operating in Boston, Dallas, Chicago (two locations), Los Angeles, and Atlanta. Three additional sites will be installed in the first quarter of 1992, with expansion planned throughout the year.
The initial network is provided by founding members Heakin Research, Inc., Quality Controlled Services, and Quick Test Opinion Centers. Smith Research, Inc. joined the network in November.
The T-2000 transmission unit is compact, non-invasive and easily installed in any focus group room. It transmits to the R-2000 reception console, which corporate and ad agency clients have installed in a conference room. While viewing their live focus groups in color on single or multiple monitors, clients control cameras in the focus group rooms equipped with zoom lenses. With these cameras, clients can obtain full group views, close-ups, and pan shots.
Audio contact is maintained throughout the process with the moderator or behind-the-mirror colleague through a wireless earpiece and privacy microphone. Open microphone debriefings are held after respondents are dismissed to discuss implications and next steps. The entire process can be videotaped at the client location to provide a record of the event.
The complete system is provided on a turnkey basis. FocusVision Network installs, maintains, and upgrades the system and provides an ongoing support program. No technical or additional personnel is required by the client or focus group facility.
FocusVision was pilot tested with participation by Ogilvy & Mather Advertising and General Motors Corp. In a test which concluded in December, 1990, over 40 focus groups and qualitative events were conducted, transmitted from focus group facilities in Boston, Dallas, and Chicago to Focus Vision reception consoles installed in O&M New York and CMC Detroit.
Input was received from client-users, moderators, focus group facility operators, and respondents. Equipment was modified and improved. The service was launched commercially in January, 1991.
In developing the system, John J. Houlahan, a veteran marketing researcher and founder and principal of FocusVision Network, sought to adapt video transmission technology to the existing focus research industry while preserving the validity of the focus group research process.
Essentially, no change is required in the way focus research is planned and carried out now. Clients and qualitative researchers select cities that fit the research design and deal directly with the focus group facilities for recruiting specifications and scheduling. Clients choose their own moderators, and there is no change in how the focus group is conducted in the field.
A number of companies and advertising agencies have subscribed to the service and have installed FocusVision reception units. Over 150 focus groups and qualitative events have been transmitted to client offices for product categories such as packaged goods, consumer electronics, automotive, pharmaceuticals, and toys.
A few examples of how the system has been used:
- Brand personality research involving heavy use of visuals: TV commercials, slides, and collage development.
- Product feature study using product prototypes and video demonstrations.
- Name generation where immediate communication with the moderator was required for the client to create, modify, and submit name candidates while the groups were in progress.
- Medical research with one-on-one interviews with medical specialists.
Respondents range from consumers to business executives to medical professionals and children. The system has been used with almost every format of qualitative research, including full focus groups, one-on-ones, diads and triads.