Methodology
Overview of Jupiter
Research Methodologies
The core of Jupiter’s analysis is the perspective
and opinion of Jupiter’s research professionals. Jupiter analysts are
immersed in the industries they cover through ongoing contact with corporate
and technology leaders, daily study of trends and events and sharing
of their collective professional experience. Individual analyst perspectives
are filtered through rigorous collective debate and deliberation, producing
research that reflects the combined sensibility of Jupiter’s entire
research team.
Analyst perspectives are enhanced and refined through Jupiter-designed market research. Jupiter uses many data research tools, including consumer surveys, systematic polling of industry executives, a rigorous approach to building market forecasting models, and comScore Media Metrix audience measurement data. Specialists with Jupiter’s Data Research group assist analysts in the technical development of these tools, including survey design, sample building, data weighting and data analysis.
>> MARKET FORECASTING: Jupiter
builds complex models to forecast user participation, costs and revenue
across a broad array of consumer-oriented and B-to-B online markets.
These models identify key market drivers and market inhibitors, offering
clients clear, analytical ways to think about upcoming changes in their
sector. Jupiter’s forecasts go through a rigorous debate process and
therefore express the collective judgment, relevant experiences and
broad perspectives of Jupiter’s research analysts. All forecasts, modeled
by Jupiter’s Data Research group, are also grounded in the close examination
of analogous markets, online consumer behavior, market segmentation
analysis and historical trend analysis.
>> PRIMARY CONSUMER RESEARCH:
Jupiter’s comprehensive research program surveys over 100,000 Internet
users each year from around the world in order to build a highly nuanced
portrait of the online consumer marketplace. Drawn from online panels
of over one million Internet users, these samples offer a detailed and
fully representative view of the behaviors, attitudes and intentions
of the online user population. Additionally, Jupiter surveys non-Internet
users to measure their attitudes and potential adoption of technology.
Jupiter’s survey data are available throughout all of its research products,
enabling all clients to benefit from the insight and depth of the research.
>> OPERATIONAL BENCHMARK MODELS:
Jupiter develops models that determine the current and future costs,
infrastructure needs, transaction volume and other operational metrics
required to manage expected user demand online. These models measure
forecasted operational benchmarks both in aggregate for the industry
and by particular site types to help clients appropriately invest in
building their interactive technology infrastructure.
>> EXECUTIVE SURVEYS: Jupiter
conducts numerous formal surveys each year with leading industry executives
to explore their current strategies, attitudes and plans for the future.
Benefiting from access to top decision makers, Jupiter executive surveys
summarize the perspectives of leading executives in various market sectors.
>> WEB SITE FUNCTIONALITY DATA:
Jupiter analysts use WebTrack, a Jupiter-developed database, to
measure the uptake of various Web technologies and site features. Based
on systematic, quarterly research of nearly 300 consumer and business
Web sites, WebTrack explores the distribution of technology, services,
content and functionality among top sites.
>> CASE STUDIES: Through regular
interviewing of industry executives, analysis of public documents and
extensive secondary research, Jupiter puts together hundreds of case
studies each year. These write-ups succinctly identify the strategic
direction, strengths, weaknesses and key partnerships of all major players
in dozens of different market sectors.
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