Author Archives: Albert Hamilton

About Albert Hamilton

Albert founded CARD Group in 2003 and is principal research consultant for CARD Group Research & Insight. Albert holds an honours degree in Statistics and Operational Research as well as a degree in Psychology and Philosophy.

  1. Selecting the right research tools

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    Using the wrong research tools can damage a shopping centre’s value

    Is there any other profession where we would tolerate someone deciding which tool to use before they knew what the job was? What would you say to someone trying to use a saw to hang a picture on a wall? Would you be confident in a doctor who brought only a stethoscope to diagnose an unknown illness?

    Surprisingly this back-to-front process happens in consumer research, and despite its prevalence, it is equally wrong. It is not uncommon to hear that a quantitative study is required, prices are agreed and following that questionnaires are to be developed to find the missing information.

    What is wrong with this?

    Let’s look at the issue another way. Research is just like every other profession in that there is always a range of possible tools to achieve a defined objective. While several research tools may work, some will be more efficient and effective, and others will make the job more difficult.

    To ensure that we are using the right research tool at the right time, it is crucial to fully define the objective first. This step can seem so obvious that it is often skipped but in consumer research, a clear objective maximises the usefulness of the project and the efficiency of the budget.

    Some research objectives we have achieved for clients have included:

    • Which postcode sectors in my secondary catchment are secure and which are vulnerable to competitor activity on a month by month basis?
    • How much does this vulnerable group spend each month in my centre and how much with competitors?
    • What are their main reasons for spending elsewhere?
    • Which consumer types are under-represented in my centre currently and offer the greatest opportunity for increased footfall and sales?
    • Which consumer types represent our greatest spend, and where should we market to encourage more of them to visit the centre?

    Only when we have a clear set of research objectives, is it appropriate to determine the best course of action to achieve those objectives. It should always be objective, then strategy.

    What’s the alternative? If using the wrong research tool can lead to misdiagnosis and damaging consequences – there is no alternative. For help with clarifying research objectives and reaching the right research strategy, talk to CARD Group.

  2. Market Research Society NI

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    The market research sector in Northern Ireland took a great stride forward this month following an endorsement of our efforts to establish a Northern Ireland network of the Market Research Society.

    More than 20 of the sector’s elite practitioners including Ipsos MORI, PwC and Millward Brown, together with a representative from the Market Research Society in London were invited to participate in a discussion in our head office in Belfast.  The event focused on the benefits of a regional network to drive forward standards and successes in market research in Northern Ireland.  We were delighted with a huge turnout and resoundingly positive response.

    This is something I had been working towards since September 2015 as I was very aware of numerous important drivers for a regional presence of the Market Research Society.

    Public trust and confidence

    The sector relies on public support to achieve our objectives.  Their confidence in our methods ensures they see participation as worthwhile and trust us to report the findings impartially.  All well and good, but what happens when things go wrong?

    Even with the best intentions, misunderstanding the message in a research report can result in a knock-on misrepresentation of the facts.  This can result in the dilution the integrity of market research, which in turn erodes public trust and confidence in our work.

    I felt that the sector needed to have a voice in Northern Ireland and that a communication channel that fairly represented the sector will have more gravitas than any organisation operating alone.

    Reputation

    I felt that there can be misconceptions of market research with some groups of the general public.  Rather than seeing participation as an opportunity to share, invest and improve matters that are important to them, participation can be seen as an inconvenience, an irrelevance, a waste of time.  Opportunities to truly influence can be lost in the noise of marketing and sales messages.

    If the sector can cut a clear path through this chatter, we have an opportunity to reposition market research where it belongs, as a public asset that exists to channel consumer opinions to decision makers.

    Consistency

    Organisations operating in the sector have various strengths in different research markets, be that in public sector work, ethnographic research or opinion polling.  Underpinning that variety are core standards of professionalism and conduct.  With mutual and consistent buy-in across all organisations, we can maintain standards and thereby the reputation of the industry.

    The Market Research Society has the responsibility for upholding standards in our sector, and can take action when things go wrong.  However this seems almost like relying on Car Accident Lawyer rather than making a manoeuvre to avoid the accident.  A strong local body sharing best practice and support would help ensure we avoid making the mistake in the first place.

    Accessing learning

    The Market Research Society nationally coordinates many networking opportunities and events to share best practice to encourage learning and improve abilities.  Nationally, organisations in our sector take great pride in developing and sharing new solutions and services.  Attending these on the UK mainland takes time and money and those very early flights can result in a big disruption to the working week.

    However Northern Ireland also has its share of stellar performers developing new research concepts and a regional network allows us to take advantage of these opportunities.  Inviting other regions to come to us provides our regional talent with a platform to share advances, improving the positioning of Northern Ireland operators at a national level.

    I am convinced that a regional network will bring significant local and national benefits to our sector and intends to invest in its success.

    If you would like to join the Market Research Society NI Linkedin Group, please click here.  This group is open to both members of the Market Research Society as well as non-members.

  3. Market Research Society Meeting

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    Protecting and promoting research in Northern Ireland with the Market Research Society.

    Are you interested in meeting up with Northern Ireland based research specialists? Would you like to broaden your research skills? Would the Northern Ireland research industry benefit from raising it’s profile? The Market Research Society would like to find out if there is an appetite for a new Northern Ireland members’ network centred in Belfast.

    Those interested are invited to meet for an informal lunch to discuss the development of a Northern Ireland network. We’re hosting the event at our Belfast offices so please come along with your ideas and enjoy a sandwich lunch.

    The meeting is open to both Market Research Society members and non-members – anyone working within research or marketing with an interest in improving the reputation of market research, developing opportunities for networking and sharing best practices in Northern Ireland.

    Date:     Thursday 11th February 2016

    Time:     1 – 2 pm

    Venue: CARD Group offices, 34 Greggs Quay, Belfast

    Cost:      Free

    THIS EVENT IS NOW FULLY BOOKED

  4. Market Research Definitions

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    Despite consumer research being a long established service, the terminology used by people in the sector can unfortunately be wide and varied.  A survey is not the same as a questionnaire!

    Using a common vocabulary can eliminate misunderstanding and in this vein, we have shared below the relevant market research definitions of words and phrases used in the research industry.

                                                             

    Questionnaire

    This is the set of questions to be applied to the people who agree to participate.

     

    Survey

    This word describes the overall project.  A survey is not a set of questions.

     

    Respondent

    This is the person who participates in the survey by completing the questionnaire.

     

    Sample

    This is the group of people who have participated by completing the questionnaires.

     

    Population

    This is the group of people from which the sample has been recruited

     

    Response

    This is the term used to describe a completed questionnaire.  It can also be called a ‘case’.

     

    Lead time

    This is the time it takes to find a person willing to participate in the survey.

     

    Application time

    This is the average time it takes to complete a questionnaire.

     

    Projected response rate

    This is the anticipated number of responses, calculated by adding together the application time and lead time and using that figure to calculate responses per hour.

     

    Response rate

    This is the number of responses that have been achieved – typically given ‘per hour’.

     

    Sample point

    This is where the interviewer was located during the survey.

     

    Sample point conditions

    This is the term to cover factors such as weather, local attitude to surveys and competition for attention, all of which can influence a person’s likelihood to participate.

     

    Footfall

    This is the number of people passing the sample-point in a given time period.

     

    Routing

    Not all questions are relevant to every respondent, therefore some are skipped, ensuring the respondent is taken through the questionnaire using the correct route.  This process is called routing.

  5. Shopping Centre Marketing: Footfall v. Sales

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    Do you measure the success of your shopping centre marketing strategy by footfall… or by sales?

    Footfall has traditionally been used as a key indicator of the effectiveness of shopping centre marketing strategy, however, advancements in the field of consumer market research shows that the measurement of footfall is actually a poor indicator when tracking the success of marketing strategy.

    As any shopping centre marketing manager knows, footfall can drop whilst customer spend increases – and vice versa.  Our innovative new market research techniques enable us to closely monitor consumer spend to find out which marketing tactics have the most effect on increasing sales.

    Higher spend with lower footfall can result from a highly targeted marketing campaign based on incredibly accurate consumer monitoring and insights.  This phenomenon can be explained because shopping centres can now specifically target consumers that spend more in-store and therefore have a higher conversion rate.

    There are a number of reasons why some shoppers have a higher conversion rate than others. For example, some customers may be more focused on their shopping trips so perhaps less visits to a shopping centre are required whilst spending the same amount.

    Our innovative new research methods and subsequent unique insights enable us to recommend specific marketing action to clients in order to target consumers that spend more in the shopping centre rather than marketing to individuals who tend to browse. Our shopping centre clients have found that footfall may increase or decrease.  However their increasingly effective marketing campaigns, which have been built on a solid base of CARD Group research, are yielding greater sales and subsequently increasing asset values.

    Established in 2003, CARD Group specialises in consumer market research and insights for the shopping centre, retail and leisure sectors.  With clients ranging from local councils to large global organisations, we’re experienced at planning and executing effective research projects across the UK, Ireland and globally.

    To find out more about the services we provide for organisations such as shopping centres, retail parks, town centres and retailers, please get in touch.

  6. New city centre offices for CARD Group

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    New offices to facilitate CARD Group’s growth

    Market Research, Belfast: CARD Group, one of the most forward thinking consumer research and analysis agencies in the UK, has relocated its Carryduff based staff into larger, more central offices in Belfast.

    The new offices in Gregg’s Quay, will accommodate the growth of the market research Belfast business, providing a stronger local presence and a more accessible venue for meetings.

    Commenting on the move Chief Executive Albert Hamilton said: “The new Belfast office is part of our growth strategy as we have ambitious plans to expand the business.  In line with our plan, we’ve filled several new key positions recently. Our new Belfast office substantially increases the amount of space we have, providing the opportunity for both London-based staff as well as those located elsewhere in England, Scotland and Wales, to spend more face-to-face time at  our Head office in Belfast.”

    Card Group, a market research Belfast company, works throughout Europe and the USA for a diverse client range that includes global giants and local successes alike.

  7. Consumer stakeholders

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    Consumers are so much more than individuals who purchase a product or a service.  They are much more than a source of money.  And they are starting to realise that.

    Initiatives like social media and crowd-sourcing are educating consumers, transforming them into investors.  If a consumer likes a product or a new concept, they can assist in its success through patronage, marketing and even funding.  If consumers decide they dislike something, they can do much more damage than walk away; they can take their case to a jury of millions.  Proprietors may own the business, but consumers own its success.

    Yet so many businesses still see the consumer as someone who walks through the door, buys a product and leaves.  This isn’t about good customer service; this is about seeing lost value, daily.  This is about seeing the consumer as a stakeholder.

    Consumer stakeholders want the business to succeed; they recognise that if the business loses, they lose.  Consumer stakeholders want to share in cohesive, symbiotic growth.

  8. CARD Creates 14 New Jobs

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    As part of a £350,000 expansion, CARD Group has secured support from Invest NI to assist the creation of 14 new jobs.  The new roles will enable us to increase our share of consumer research throughout Europe and the USA.

     

    A key feature behind our growth has been the series of innovations we have brought to the sector, including Continuous Consumer Opinion Monitoring and our unique 5-point plan for a sustained recovery of town centre commerce.  Both systems help businesses focus on putting consumers at the heart of achieving success and are changing how Councils, SMEs, retailers and big-brands incorporate research into their business activities.

     

    CARD Group invests psychology, statistics and technology to help our clients achieve better success faster.  Our unique, first-principles research is accelerating client success and we are delighted to have the ability now to extend our business and offer more opportunities in Northern Ireland.

     

  9. Marie Curie “walk 10” Belfast

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    CARD Group’s chosen charity to support in 2014 is Marie Curie Cancer Foundation.  We have set ourselves the ambitious target of £3,360 to fundraise throughout the year.  This total will allow us to support the work of a Marie Curie care nurse 24/7 for one week.

    Marie Curie is the leading charity providing care to people with any terminal illness in their own homes or in one of its nine hospices. The charity is also a leader in research into the best ways of caring for people with a terminal illness. In addition to this the charity designs and advises on end of life services and works to ensure that the best possible care and patient choice is at the heart of commissioning end of life care across the UK. All Marie Curie services are completely free of charge. Around 70% of the charity’s income comes from donations with the balance of funds coming from the NHS.

    Our team has taken part in various initiatives to date, but we feel privileged that some  of our team have the opportunity to get involved the “walk 10” event in Belfast on behalf of Marie Curie.

    Having welcomed more than 1,800 walkers to Walk Ten Belfast 2013, who together raised a staggering £140,000 in support of local Marie Curie Nurses and helped fund 7,000 hours of Nursing, the charity is focused on bigger and better in 2014!

    People who have taken part in past Walk Ten events have pinpointed what made the event special to them:

    “Lovely location and a great atmosphere.”

    “Knowing that it was for a good cause and the friendly atmosphere. Also seeing the nurses who cared for my partner.”

    “The ‘togetherness’, everyone had the same purpose for being there and everyone was passionate about why they were there.”

     

    The event starts at 5:30pm on the 30th August 2014, after which there will be entertainment for the whole family throughout the evening such as fireworks, live music and entertainment – Card Group is encouraging everyone to take part!

  10. What to look for in good market research

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    As consumers we encounter market research on a daily basis. We have all been asked to, “fill out an online survey for a chance to win…”, after making an in-store purchase or have received a SMS message asking you to rate the effectiveness of a customer service representative after a sales call.

    Recognising customer experience as a valuable source of information, using this to improve the relevance of your business while also minimising wastage of resources is a concept that we all understand to some degree.
    But does understanding the importance of market research and its effectiveness to a business despite its size, service or geographical location provide us with the credentials to be trustworthy judges on what should be classed as effective market research?

    Unfortunately not.

    Our familiarity with market research as consumers can lead to a level of complacency. The science behind effective market research has been trivialised by the poor research that we are subjected to.

    Market research is exactly that, “a science”. A set of mathematical principles which takes into account any mitigating factors which may affect the final analysis provided. Data that is not captured using the correct methodology and not analysed within a suitable context will provide your business with misguided and uninformed information.

     

    What should you look for in market research?

    • Is the data collected an accurate representation of the sample? Is the information provided placed within the context of the age and gender of each respondent?
    • Are the methods of data capture justifiable?
      For example, an online survey will obtain more responses from customers who spend more time online—typically younger demographics.
    • Is the sample large enough to provide statistically robust data for analysis? Small sample sizes can result in a deviation of +/- 25% in the figures quoted.
    • Is the information collected analysed within a wider context? Is this profile comparable to national baselines?

     

    Good market research should lead to transparent methodology. Greater understanding of the data capture and analysis process will allow you to feel more confident in the information provided and make it more actionable for your business.

    If you have any further queries about your market research needs please visit www.card-group.com or email info@card-group.com