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Recently, Insightrix Research® conducted a quantitative study with Saskatchewan residents about their habits on social media usage. Measuring social media usage was the main topic of the research, including determining the ways people in Saskatchewan connect and their preference of social media platforms like Facebook, Snapchat, Twitter or Instagram. This study is the latest installment in our continuing Social Media Habits Syndicated Report series, a series reporting on Saskatchewan social media usage and habits exclusively. We employed the Insightrix SaskWatch Research®  to survey a representative sample of more than 800 Saskatchewan residents to see how they navigate their social media landscape.   The report answers questions like:   What social media platform is most popular among specific demographics? How many Saskatchewan residents are engaging with more than one platform, and if so, which platforms?   As in the 2015 installment of the series, we are delivering to you (for free!) highlights from the Syndicated Report.  More than that, we have gathered together a list of 7 compelling statistics for marketers with an eye on Saskatchewan. Whether you are a marketer, or if you occupy an integrated role that requires you to think like a marketer, these social media usage statistics confirm the importance of developing a targeted social media strategy for business.   #1. More residents were using social media in 2016 than in 2015 In our latest study, we discovered nine out of ten residents (87%) use social networking sites like Facebook, Twitter and LinkedIn. This represents an increase of 4% in the last year. 4: Do you use social networking sites such as Facebook, Twitter, Instagram, Pinterest or LinkedIn etc.? Base, 2016, All respondents, n = 1,500. With more people logging on to social media since last year, this statistic proves the need for businesses to direct at least some portion of their marketing energy to social media efforts, or risk missing out on a trend that seems to be here to stay.   #2. Most Saskatchewan millennials are using social media of some kind In our study, we found that 99% of pioneer youth between the ages of 18-25 use social media sites like Facebook, Twitter, LinkedIn or Instagram. Compare this to the fact that only 67% of Saskatchewan residents over the age of 68 use social media. 4: Do you use social networking sites such as Facebook, Twitter, Instagram, Pinterest or LinkedIn etc.? Base, 2016, All respondents, n = 1,500. #3. Facebook remains the top social networking platform for Saskatchewan residents Once again, Facebook has come out on top with Saskatchewan social network users. Over the year, Facebook’s popularity has held steady with 90% of those surveyed reporting they use the platform. YouTube’s popularity has gone up significantly, from 38% to 51% of those surveyed stating they use the networking site. Twitter, on the other hand, continues to get little love from Saskatchewan residents, with usership at 19% of those surveyed.   6a. Which of these social networking sites...
 

We recently used our online community software to complete a small-scale, three-day Bulletin Board online discussion with 20 participants we recruited from our 15,000-member online panel, SaskWatch®. The purpose of the online discussion board was to look at how effective a three-day online research project could be. In the first two days, we asked participants about their favourite sports teams and their preferred way of watching television and movies while on the third day, we probed for feedback on the actual bulletin board, itself. This online format proved to be an excellent way to gather input from participants, as well as create an engaging experience that will keep members participating in further research projects. This ongoing participation is different from traditional focus group participation. Focus groups are great when in-person product interaction is needed. An example of in-person interaction would be a company producing a product on which they want feedback, in regards to shape, design, texture, weight, etc. Another example would be if a company or restaurant wanted to do taste tests. In instances such as these, the focus group is imperative. However, in other instances where in-person feedback is not necessary, focus groups prove to have their limitations. They are very time-intensive, and often involve travelling to various locations to gather feedback. These time and travel costs can grow exponentially, and the amount of input and time participants can commit are limited. This is where online communities prove to be invaluable. Online communities allow participants the opportunity to join in and participate, regardless of location or time of day. The findings from this project showed the online bulletin boards are flexible, and help steer research based on objectives while allowing the ability to probe for deeper insights as the research progresses. Convenience was another key finding. Participants were able to log into the bulletin board at a time that was convenient for them, allowing time for reflection that ultimately produced better quality research.     Unlike focus groups, the bulletin board research project proved to be very cost-effective with a fast turnaround. Partha Roy is a senior research executive at Insightrix Research® and he was the lead researcher in charge of this bulletin board project. Partha began working for Insightrix Research last year and, prior to that, he worked for Millward Brown as an associate account director, both in Singapore and South Korea.   Want to read the case study? Interested in this topic? Check out others like it: The Science of Stupid http://insightrixcommunities.com/the-science-of-stupid/  Anti-bullying - Using an Online Community for Public Consultation  http://insightrixcommunities.com/anti-bullying-using-online-community-public-consultation/ The Rise of Marketing Technology http://insightrixcommunities.com/the-rise-of-marketing-technology/...
 

When it comes to knowing her clients, Sally gets it. Sally understands that in today’s business world, you have to know who your clients are if you want to be successful. Sally knows no matter the quality or appeal of your product or service (even if it is the highest quality accordion wax!) a thorough knowledge of your client base, their habits and their needs is crucial. That’s where SaskWatch Research® comes in. SaskWatch is a Saskatchewan-based online research panel made up of more than 15,000 people who call Saskatchewan home. For nearly 10 years,  some of our country’s most dominant brands and influential organizations (like SaskTel, SaskPower, SGI, Affinity Credit Union, many of Saskatchewan’s government ministries and many, many others) have employed SaskWatch for their research needs. SaskWatch is more than just a space for businesses or service providers to learn about their client bases – it is about the people who provide the service. SaskWatch is not just the research community powered by Insightrix – it is an online community that genuinely makes a difference in Saskatchewan. It is a chance for the opinions, ideas, thoughts and behaviours of people like you help better inform business decisions. Since 2008, research Saskwatch has facilitated through Insightrix has made a real difference – and that is thanks to its members. Recently, SaskWatch members have used their online power to influence political, social and consumer decision makers through making their own thoughts and opinions heard. They have influenced city life in Saskatoon, resulting in a decrease in the cost of civic leisure passes. SaskWatch members have even had a hand in helping the Saskatchewan Roughriders get an understanding of how the people of Saskatchewan view them, who their die-hard fans are and even got to have a say in the construction of Mosaic Stadium in Regina! So, get online and start a survey today and have a chance to have your say about what matters to you....
 

Research can be conducted for a number of reasons, one of which is to shape policy. Advocacy research’s main purpose is to influence formal and informal policies created by policymakers. Therefore, it is important to gather solid data so that your research clearly shows the needs or problems you want addressed. In February 2013 the federal government of Saskatchewan hired Insightrix Research to investigate the need for a provincial anti-bullying strategy, the Saskatchewan Government challenged Insightrix to develop and deliver the most effective public consultation process using both in-person interview sessions as well as using Insightrix Communities software for online engagement. The needs for researching bullying and coming up with a solid anti-bullying strategy within the province is great. Bullying is a serious issue in schools, work, and the community. The effects of bullying can pose long-term issues and complications. For the study Insightrix conducted in-person interviews coupled concurrently with Insightrix Community software. 16 in-person consultations were run throughout the province, which drew a total of 400 participants to these consultations. At the same time that these in-person consultations were running, Insightrix created an online community which both the government and Insightrix promoted. This online community led to 600 Saskatchewan residents joining the online community. Both the in-person sessions and the online community had moderator presenting questions which allowed the government and Insightrix to listen to residents and gather new insights regarding the topic. Based on the discussions both in-person and online Insightrix was able to compile a report detailing people’s thoughts and experiences regarding anti-bullying initiatives and strategies. The report showed that the online consultation was well-received by residents, and the dialogues conducted within the community were deep, and thoughtful providing insights that were unable to be gathered during the in-person sessions. The online community also allowed members from all over the province to participate creating a broader audience. The online community software allowed access to every single comment made, and allowed the government access to read, and monitor comments at any time. The online community stayed open two weeks past the in-person consultations allowing the findings of the in-person sessions to be tested with the online community.  By using geo-IP data the Insightrix Communities platform was able to show participation and input from all across the province. From the in-person sessions as well as the online community discussions Insightrix was able to come up with key findings about the type of bullying that goes on within Saskatchewan and help the government create policies to reduce bullying in schools, and the community and provide the support and education needed to combat it. By conducting the research online, as well as in-person the government was able to ensure inclusion for all geographic regions in the province. This was a great example of using research to guide policy making so that each community member could feel fairly represented. If you would like to find out more about how our online community software can be used to help you create policy please feel free to contact us. Want to read the full blog? Click Here Interested in more case studies? Check out others like it: CASE STUDY – Online Voting with 26,000+ Members https://insightrix.com/saskcanola-online-voting-case-study/ CASE STUDY – The Real Estate Institute of Western Australia Advertising Concept Testing https://insightrix.com/reiwa-advertising-testing-using-facial-expression-analysis/ CASE STUDY – City of Saskatoon Youth Engagement Strategy  https://insightrix.com/city-of-saskatoon-youth-engagement-strategy/...
 

How Black Friday & Cyber Monday Have Changed  In a recent article on Digiday.com entitled 5 Charts Showing Why Cyber Monday is Doomed the author, Shareen Pathak, looks at the changing trends both with the relatively new consumer holiday Cyber Monday and it’s distinction from Black Friday. For many shoppers, the online sales are a new edition of Black Friday. Black Friday has been around since the 50’s and the term was first coined in Philadelphia by the police. In the 50’s massive amounts of people would descend into town on the day after Thanksgiving. Stores would take advantage of this throng of people and would promote big sales specifically for this day. The phrase “Black Friday” represented the calendar day for the police who were stuck working a long and busy shift creating a dread for the date. Cyber Monday named after its close relative Black Friday is slowly fading according to Pathak. It was first created by the National Retail Federation back in 2005. The idea behind its creation was that it would mark the start of the holiday shopping season.   Want to read the full blog? Click Here   Interested in this topic? Check out others like it: The Man Behind the New Microsoft http://insightrixcommunities.com/man-behind-new-microsoft/ Shoppers Want More http://insightrixcommunities.com/shoppers-want-more/ Crying Over Spilled Coffee http://insightrixcommunities.com/crying-spilled-coffee/ Black Friday & Cyber Monday in Saskatchewan – 2017 https://insightrix.com/black-friday-cyber-monday-saskatchewan/ ...
 

In a recent article relating to Democratization of Information and Trust Levels, entitled 2016 Edelman Trust Barometer Finds Global Trust Inequality is Growing, Michael Bush shares with PR Newswire about this year’s findings of the annual Edelman Trust Barometer study. In this year’s 2016 report he shares how there has been a widening trust gap between the informed public and the mass population citing income inequality and divergent expectations as driving the gap. The report also shows changing levels of trust for CEO’s, employees, businesses, and governments. The article shows that trust levels are becoming more important to address than ever, as they affect sales, and as customers are looking for companies that are transparent and trustworthy. Want to read the full blog? Click Here </ br></ br> Interested in this topic? Check out others like it: Gaining Product Development Insights by Engaging with Adolescents http://insightrixcommunities.com/gaining-product-development-insights-engaging-adolescents/ Insight Communities and Modes of Thinking http://insightrixcommunities.com/insight-communities-mode-thinking/ How To Be Everywhere and Anywhere Your Customer Might Be http://insightrixcommunities.com/how-to-be-everywhere-and-anywhere-your-customer-might-be/ What Are Predictive Markets? https://insightrix.com/what-are-predictive-markets/...
 

Customer research is crucial In a recent article entitled, How to Prioritize Customer Research when Everything is a Priority, author Michael Margolis looks at the common challenges that he hears when meeting with startups. Each week he meets with startup CEO’s and the common question that he hears again and again is in regards to what role research should play? He states that the resounding question sounds like this: We have a small design team, and a long list of projects in different stages. On top of that, our bosses just asked us to work on personas, customer journeys, experience maps, i.e.,  [fill in the blank with other large research deliverables]. We want to incorporate more customer research, but we can’t do it all. What should we do? What should we test?  Margolis explains how testing ideas is important, but when you are dealing with a startup where time and resources are limited, the question comes down to prioritizing research, and then assess the potential impact of each effort and it’s urgency. He suggests a list of questions to ask before starting user research, to help identify key goals, important research questions and deadlines for each item...
 

User research is targeted research In a recent article entitled User Research at Instacart the author Dave Hora looks at the power of targeted research. For those who don’t know, Instacart is an Internet-based grocery delivery service that promises to deliver your groceries within an hour. They deliver from Costco, Whole Foods, Target and more. The company is valued at close to 2 billion dollars and in 2015 Forbes magazine named it The Most Promising Company in America. Hora was the Senior User Researcher at Instacart and in his article he examines how targeted research can benefit user experience and design. He states, “if you’re delivering software or services to people, targeted research will make your work better. You’ll make smarter decisions, less unnecessary failures, and form robust strategy earlier in the design process.” In his article he breaks down user research, and why it saves money, and how his company Instacart, conducts user research. Interested in the article?  Read more here: http://insightrixcommunities.com/user-research-instacart/   For more recent articles like this one, check out: Shoppers Want More: insightrixcommunities.com/shoppers-want-more/ When You Receive the Opposite of Customer Service: insightrixcommunities.com/when-you-receive-the-opposite-of-customer-service/ Recognition Technology – A Future In Market Research? https://insightrix.com/recognition-technology-market-research/...
 

Research shouldn't be a race If there is general agreement that obtaining customer input on your business is critical, why do so many companies have trouble with the execution of obtaining that research information? I was reminded of this after reading a recent article entitled, You only get one chance to talk to customers, right? The author, Matt Champagne does a tremendous job explaining the common errors that organizations commit when it comes to creating a survey. Like any company, customer feedback is crucial to creating new products, and improving existing products or services. The problem is that surveys are often seen as something that happens only once a year. By restricting customers to providing input only once a year, and with members of the organization often desperate to obtain feedback for their own department, may result in random questions being asked. Champagne states that this clearly violates the rule that states, a survey should focus on a single purpose and create questions around that single point. Organizations need to understand that by creating smaller, more frequent conversations with their customers they are more likely to get better, more consistent feedback. Click here to read full blog....
 

Microsurveys In a recent article by Tom Lancaster entitled Six Reasons Why Microsurveys Are a GRIT  2016 Trend to Watch, the CTO for InCrowd discusses how micro surveys have gone from being a talked about approach in research to being real and present today. Like most trends in technology, the emphasis seems to be on staying simple, short, and requiring less than a few moments of attention. Microsurveys seem to meet each of those criteria, and this perhaps may be the reason why they are taking over other survey methods such as behavioral models, biometrics, and wearables, according to Lancaster.  Having been involved in the market research industry for a long period of time, we have found that online panels meet the needs of busy panel members. With a panel we have found that sending short microsurveys out on a weekly basis to our panelists allows us to get the information needed by our clients, as well as better fit the time constraints of our panel members. That is why we believe wholeheartedly in what Lancaster has to say about micro surveys. Click here to read full blog....