FlyResearch

A Message from Lord Pickles and Lord Blunkett, followed by FlyResearch's best practice article

The ability to listen and learn from one another has always been vital in parliament, in business and in most aspects of daily life. But at this particular moment in time, as national and global events continue to reiterate, it is uncommonly crucial that we forge new channels of communication and reinforce existing ones. The following article from FlyResearch is an attempt to do just that. We would welcome your thoughts on this or any other Parliamentary Review article.

Blunkett signature Rt Hon The Lord David Blunkett
Pickles signature Rt Hon The Lord Eric Pickles

www.flyresearch.com

THE PARLIAMENTARY REVIEW
Highlighting best practice
THE PARLIAMENTARY REVIEW
Highlighting best practice
54 | FLYRESEARCH
Managing Partner DavidWaddell
The FlyResearch tech team
A
full-service agency that offers online quantitative
research, FlyResearch combines proven methodologies
with the latest research techniques to deliver useful
data quickly. According to Managing Partner David Waddell,
FlyResearch owns the “fastest research panel in the UK”
– meaning they can deliver premium research on strict
timeframes. David explains that their research solutions are
powered by client-focused technology and operate in real time.
He discusses the online research sector in greater detail and
outlines just why other companies rely on it.
FlyResearch is an online market research agency, which focuses mainly on
quantitative as opposed to qualitative research. Qualitative research involves a
small group of people tasting, trying, watching, wearing and discussing, while
quantitative research is finding out what a large number of people do, think, spend
and want.
When we started 15 years ago, quantitative market research was an obvious
industry to take online. Prior to this, research was conducted on the telephone
and on the streets. While there is still a place for this sort of work, if the opinion
of a representative sample of 1,000 citizens is required, it is far quicker and less
expensive to reach them through an online invitation and is also far less invasive.
We only invite people who have signed up to our panel, and typically give them
72 hours to complete our questionnaires. These days, everyone is online.
FACTS ABOUT
FLYRESEARCH
»Managing Partners:
DavidWaddell and Greg Ward
»Founded in 2004
»Located in London
»Services: Online market
research
»No. of employees: 23
FlyResearch
BEST PRACTICE SPONSOR 2020
THE PARLIAMENTARY REVIEW
Highlighting best practice
54 | FLYRESEARCH
Managing Partner DavidWaddell
The FlyResearch tech team
A
full-service agency that offers online quantitative
research, FlyResearch combines proven methodologies
with the latest research techniques to deliver useful
data quickly. According to Managing Partner David Waddell,
FlyResearch owns the “fastest research panel in the UK”
– meaning they can deliver premium research on strict
timeframes. David explains that their research solutions are
powered by client-focused technology and operate in real time.
He discusses the online research sector in greater detail and
outlines just why other companies rely on it.
FlyResearch is an online market research agency, which focuses mainly on
quantitative as opposed to qualitative research. Qualitative research involves a
small group of people tasting, trying, watching, wearing and discussing, while
quantitative research is finding out what a large number of people do, think, spend
and want.
When we started 15 years ago, quantitative market research was an obvious
industry to take online. Prior to this, research was conducted on the telephone
and on the streets. While there is still a place for this sort of work, if the opinion
of a representative sample of 1,000 citizens is required, it is far quicker and less
expensive to reach them through an online invitation and is also far less invasive.
We only invite people who have signed up to our panel, and typically give them
72 hours to complete our questionnaires. These days, everyone is online.
FACTS ABOUT
FLYRESEARCH
»Managing Partners:
DavidWaddell and Greg Ward
»Founded in 2004
»Located in London
»Services: Online market
research
»No. of employees: 23
FlyResearch
55FLYRESEARCH |
BUSINESS SERVICES
The market for research
There are a number of compelling
reasons why businesses carry out
market research, but they most often
boil down to establishing where time
and money should be invested. A new
product should not get anywhere near
production stage unless it is certain
someone is going to buy it.
An investor who has been impressed
by the pitching skills of a young
entrepreneur may want to know if
we all share their enthusiasm. If one
business is considering merging with or
acquiring another, it might be prudent
to know if the market will embrace
the change. A company that needs
to tighten its belt should find out
where their customers are prepared
to shoulder the burden. Advertisers
want to know what their target market
spends its time doing, and so on.
It need not cost a fortune to do good-
quality market research. We have
carried out projects at £150,000 and
£300. The key factors in play are how
many opinions one requires, how
easy they are to find and how much
work is required. We are capable of
interviewing thousands of people in
scores of countries as well as turning a
quick opinion piece for a PR company
around within a few hours.
Challenges
The world is barely recognisable
from 20 years ago. We live 35-hour
days, listening to podcasts and
receiving social media alerts while we
are travelling. We watch TV when
we are nowhere near a television,
and we shop when the shops are
closed. Vendors of socks, soap and
salami used to be in competition
with rival vendors of socks, soap and
salami – now Amazon may be their
biggestcompetitor.
Netflix is a verb, and measuring
viewing figures from what a television
set is tuned to is losing relevance.
The market research industry must
continue to find effective ways of
reporting what people are doing and
where they go to do it.
Everyone is familiar with questions
that ask you to rate something on
a scale from “strongly agree” to
“strongly disagree”, or “very poor”
to “excellent”. Social media is where
people go to strongly agree or
disagree. Twitter, Facebook, YouTube
and their contemporaries can be great
fun, but they should not be used as
anyone’s sole indicator of what the
world is thinking. Social media is where
we go to watch a fight, not where we
FlyResearch’s African
team
Qualitative
research
involves a small
group of people
tasting, trying,
watching,
wearing and
discussing, while
quantitative
research is
finding out
what a large
number of
people do,
think, spend
and want
THE PARLIAMENTARY REVIEW
Highlighting best practice
THE PARLIAMENTARY REVIEW
Highlighting best practice
56 | FLYRESEARCH
go to see a balanced debate. It is not
market research.
Uncertain times
Whatever your views on the merits of
exiting the European Union, no one
can pretend the protracted discussions
have brought about economic certainty
– uncertainty is particularly bad for
market research.
When the economy is doing well,
market research does well. Businesses
have money to invest and will consult
customers on where to invest it. When
the economy is doing badly, market
research does well. Businesses need
to economise and consult customers
on what they can afford to do less
of. When no one knows what the
economy is doing, businesses tend to
make smaller changes that require less
input from customers.
Marketing for the future
Market research must innovate as
the world around us changes. For
example, we believe that to measure
television consumption, we should
track the viewer, not the TV set. We
have developed a methodology that
does this. Likewise, marketeers tend
to measure the reach and power of
advertising using techniques that have
remained unchanged since the 1980s.
Our “Ad Audit” product augments
this technique with additional layers
ofanalysis.
Party politics are being overtaken
by identity politics, and we believe
asking people who they would vote
for if there was an election tomorrow
is an imperfect way of measuring
sentiment. We have developed
a “Political Barometer” that we
believe adds insight that isn’t always
immediatelyapparent.
Our “Customer in the Room” product
can cut concept testing by weeks
by providing instant feedback from
consumers, and using them to develop
promising concepts in real time.
The old NRS method of measuring
social class (A, B, C1, for example)
is useful, but we don’t think it says
everything about how a person may
spend his or her money. We segment
against an additional range of criteria
base on real disposable income
and propensity to spend. We are
continually adding to and improving
the range of products we offer, and
have an unrivalled reputation for
providing solutions to problems that
defeat others. You are welcome to put
us to the test’
Market research
must innovate
as the world
around us
changes
FlyResearch’s
management team

www.flyresearch.com

This article was sponsored by FlyResearch. The Parliamentary Review is wholly funded by the representatives who write for it. The publication in which this article originally appeared contained the following foreword from Rt Hon Elizabeth Truss.

Rt Hon Elizabeth Truss's Foreword For The Parliamentary Review

By Rt Hon Elizabeth Truss

Even by the standards of the day –this has been one of the most exciting and unpredictable years in British politics.

The leadership election we’ve just seen marks a huge moment in our country’s history. This government is taking a decisive new direction, embracing the opportunities of Brexit and preparing our country to flourish outside the EU.

As international trade secretary, I’ll be driving forward work on the free trade agreements that are going to be a priority for the government. Free trade isn’t just an abstract concept bandied around by technocrats. It is crucial for a strong economy and for the ability of families to make ends meet. Free trade benefits people in every part of our country, as British firms export to new markets and people doing the weekly shop have access to a wider choice of goods at lower prices.

The essence of free trade is in the title: freedom. It’s about giving people the power to exchange their goods without heavy government taxation or interference. Commerce and free exchange are the engine room of prosperity and social mobility. I’m determined to tackle the forces who want to hold that back.

One of my priorities is agreeing an exciting new free trade deal with the US, building on the great relationship between our two countries and the Prime Minister and US President. But I’ll also be talking to other partners including New Zealand, Australia and fast-growing Asian markets.

And with the EU too, we want a friendly and constructive relationship, as constitutional equals, and as friends and partners in facing the challenges that lie ahead – a relationship based on a deep free trade agreement. Our country produces some of the world’s most successful exports, and the opportunity to bring these to the rest of the world should make us all excited about the future. It is this excitement, optimism and ambition which I believe will come to define this government.

For too long now, we have been told Britain isn’t big or important enough to survive outside the EU – that we have to accept a deal that reflects our reduced circumstances. I say that’s rubbish. With the right policies in place, we can be the most competitive, free-thinking, prosperous nation on Earth exporting to the world and leading in new developments like AI. To do that, we’ll give the brilliant next generation of entrepreneurs the tools they need to succeed. Since 2015, there has been a staggering 85 per cent rise in the number of businesses set up by 18 to 24 year olds – twice the level set up by the same age group in France and Germany. We’ll help them flourish by championing enterprise, cutting taxes and making regulation flexible and responsive to their needs.

As we do that, we’ll level up and unite all parts of the UK with great transport links, fibre broadband in every home and proper school funding, so everyone shares in our country’s success.

2019 has been the year of brewing economic and political revolution. 2020 will be the year when a revitalised Conservative government turbo charges the economy, boosts prospects for people across the country, and catapults Britain back to the forefront of the world stage.



Rt Hon Elizabeth Truss
Secretary of State for International Development