Columinate presented at the recent SAMRA Digital Digest, which was all about digital research. The digest was held in Cape Town, Johannesburg and Durban, with great success. The aim of the digest was to educate researchers and research buyers about digital research options. Our presentation set the tone, to discover the what, when, why and even how, of digital research. Get in touch with us at www.columinte.com for more information.

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Clever. Made simple.
the what, why and when
www.columinate.com
DIGITAL
RESEARCH:

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DIGITAL RESEARCH
R 34,204,400
R 81,066,290
R 141,105,460
2012 2013 2014
Value of digital (online + mobile) in South Africa
SPEND
Source: SAMRA survey

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The digital (r)evolution

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36%
31%
23%
10%
47%
53%
73%
10%
3%
14%
36%
31%
23%
10%
47%
53%
73%
10%
3%
14%
35%
30%
23%
11%
48%
52%
72%
10%
4%
14%
25%
24%
25%
26%
48%
52%
78%
9%
3%
10%
15-24 25-34 35-49 50+ MALE FEMALE BLACK COLOURED INDIAN WHITE
Smartphone/Access Internet P7D through mobile Accessed internet from mobile (device not specified) Accessed Internet P7D Gen pop
ZA INTERNET PENETRATION: 49%
Source: amps

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98
75
71
2
19
23
0
6 6
0
10
20
30
40
50
60
70
80
90
100
2012 2015 2016
Device used to access survey
Laptop/Desktop Mobile Phone Tablet Linear (Mobile Phone)
Mobile phones are increasingly used
to answer online surveys
Source: Columinate panel research on research
%

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The reality is that
internet access,
irrespective of device,
is growing.
Rapidly.

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F2F and
CAPI
CATI
Mystery
shopping
Focus
groups
In-depth
interviews
Ethno-
graphy
Online New
HOW HAS RESEARCH ADAPTED?
Qualitative
and
quantitative
online
studies.
New
methods
including:
mobile and
neuro.
Traditional and
established
Recently
established
Up and
coming

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+
BUT THERE IS A DIGITAL CONVERGENCE
=DIGITAL
Online New

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PRIMARY RESEARCH DIGITAL TOOLS
PANEL SURVEYS
MROCs /
Online Insight
Communities
CLIENT PANELS
CUSTOMER
SURVEYS
Traditional research application:
- U&A
- Brand studies
- Advertising and campaign evaluation
- Concept testing
- Segmentation research
- Customer satisfaction
- Employee research
Digital-specific application:
- App research
- Website research
- UX testing
- E-commerce and e-banking research

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WHAT
BENEFITS
DO DIGITAL
RESEARCH
HOLD?
QUANT/QUAL COST

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LET’S BUST SOME MYTHS
STILL NOT CONVINCED?

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MYTH:
Black or white thinking: New methods are always good/bad
The value of conducting online research will be
dependent on the topic at hand and the
research objectives. In many cases online
research is the optimal research approach.
REALITY:

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MYTH:
New methods deliver different results
Various academic reviews have shown
that the results from digital research
and traditional research deliver the
same results.
REALITY:

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MYTH:
internet penetration is too low to conduct digital studies
The South African internet
penetration has jumped significantly
due to access from mobile phones.
Also, web penetration within a
particular consumer segment is what
is important.
REALITY:

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MYTH:
Digital research is easy, anyone can do it
Professional digital research
is a sophisticated, scientific
research method and cannot
be done by anyone.
REALITY:

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MYTH:
We don’t know the true identity of respondents and they
have different personas online and offline
We can determine the identity
of respondents through
sophisticated technology and
checking processes.
REALITY:

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MYTH:
People don’t concentrate in digital studies
Digital research is more
prone to considered,
thoughtful responses.
REALITY:

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MYTH:
People often cheat in digital studies
There are dozens of methods and
techniques in place to ensure that
participants are truthful when
completing questionnaires.
REALITY:

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MYTH:
Online surveys are the only kind of digital research
There are many different research
methods that can be used online,
including qualitative research. Examples
are: online and mobile ethnography,
in-the-moment shopper studies, vox
pops and online insight communities.
REALITY:

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MYTH:
Digital research is limited to software quality
Access to software does not make
anyone qualified to do research. Just like
access to a telephone does not make you
a qualified telephonic researcher.
Software is one piece of the puzzle;
research skills complete the picture.
REALITY:

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MYTH:
Non-verbal cues cannot be detected in digital research
A very small fraction of researchers ever
report non-verbal behaviour, so this is a
criticism of research in general, not
online research. Further, webcams make
it possible to see how people respond.
REALITY:

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MYTH:
Cheaper research = worse research
Digital research is cheaper than
traditional methods for a number of
reasons, one of them is that it does
not involve as many interviewers and
travel costs. None of this means the
quality suffers.
REALITY:

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MYTH:
Digital research is a compromise
Digital research, when properly
applied, delivers quality insights
equal to any other method of
research.
REALITY:

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THANK YOU
questions?
@columinatewww.columinate.com 011 782 7246
Clever. Made simple.
info@columinate.com