Mass markets are complex and research of these markets tends to be qualitative rather than quantitive due to the volume of products / solutions present. RSTO initially identified three potential approaches to researching mass markets:

• Academic modelling of mass market (theoretical);
• Detailed research of a sample solution set from the mass market (limits and simplifies);
• Mapping of entire mass market (captures detail and diversity).

RSTO believe that only the third option provides the detailed solution data required to support the commercial objectives of an organisation seeking to benefit from the modelling of a mass market.

As such we approach mass markets as Complex Adaptive Systems. The scale of mapping an entire complex adaptive market cannot be underestimated. RSTO research is based on established Complex Adaptive System scientific approaches. A representation of the RSTO approach to mapping the eBusiness mass market is given below:

To map the various market segments RSTO conduct Action Research with market leaders in each segment of the mass market to establish a generic solution DATASHEETS. This research is based on a qualitative 3 Round DELPHI consultation. Delphi techniques are used where a consensus research method is required.

Datasheets establish classifications of product / solution features mapped against cost and dependency parameters. Datasheets record current / future features allowing detailed comparison according to customer requirements. Further action research adds more solutions per segment to a DATASHEET ENCYCLOPEADIA before an industry consultation period is used to ratify the datasheet format to define an industry accredited DATASHEET STANDARD.

The intricate research required to accurately model and compare solutions to a standard that is accepted by the commercial sector is achieved through the techniques above. Without this accuracy the research is not likely to deliver a long term return on investment.

High Volume Mass Market Mapping Methodology

To step beyond the initial scope of the datasheet research to full mass market mapping is bold, risk inherent and requires specialist skills. RSTO have developed a technical solution to this challenge that is underpinned by the expert standards achieved during the datasheet research stage and the high level of industry accreditation that has been secured from the market leaders in market sector.

This technical research approach is defined as: Automated Online Action Research and is central our mass market mapping work. An automated data gathering process facilities the mass surveying of product / solution providers through their web browsers¹. This is a unique and powerful contribution to research project objectives. As the research project matures the Online Action Research allows RSTO to manage and generate exponential growth in research data at low costs.

The final phase of our research projects is to produce a DATA ONTOLOGY to build a portable data model from the research data. This allows us to collect, store and organise a large amount of product / solution data in a structured data format so that it can be utilised in a platform/technology independent manner. The data ontology defines the segments, categories, classifications, classes, fields, data types, data relationships and comparison criteria. The data can then be easily imported into any database type according to the technology developers requirements.

¹A relevant paper on automated research is: Quantitive evaluation of Web site content and structure, Christian Bauer and Arno Scharl, Internet Research: Electronic Networking Applications and Policy, Volume 10 . Number 1 . 2000 . 31±43

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