Bloggers Can Now Use Getty Images Photos Free in Posts

Searching for images to use in blog postings just became a lot easier this week, as Getty Images announced that bloggers as well as Twitter and Tumblr users can embed some of Getty’s library free of charge.

According to the new policy:

“Where enabled, you may embed Getty Images Content on a website, blog or social media platform using the embedded viewer (the “Embedded Viewer”). Not all Getty Images Content will be available for embedded use, and availability may change without notice.”

There are many low to no cost options for bloggers currently, such as Flickr or Shutterstock, however this would seem to be a game changer for bloggers as it now makes approximately 35 million images available for use free of charge.

According to Katie Long writing in Slate the change is one of self-preservation for Getty:

“Like the music industry, Getty Images is facing a new Internet reality where content is often shared without attribution or payment. Now it’s trying to catch up by riding the wave of social media. The new embed program is designed speficially to tie in with Twitter, Tumblr, WordPress and others.”

 

MRIA’s Net Gain 8.0 (2014) MR Trends Affecting the Industry, and Skill Set Needs To Delight Your Client

The following are notes that I took live while Bernie Malinoff (President, Element54) presented at MRIA Netgain 8.0.  Note that I missed the first few minutes of the presentation and used the presentation file to update the posting.   A video summary by Bernie Malinoff is included.

“Fad or Foible”  - MR Trends Affecting the Industry, and Skill Set Needs To Delight Your Client

http://youtu.be/5vHQus0b-Oo

What do you think about change:

  • family
  • health
  • community
  • career

Watch out for Fads:

  • example Second Life

Risk and Rewards

  • Trust:  strength of people in market research
  • Risk:  if not it’s time to try

The future is both beautiful and a blur

Hal Varian Chief economist at Google:  ”We used to be data poor, now the problem is data obesity.”

Digitization of everything:  data is growing at a 40 per cent compound annual rate, reaching nearly 45 ZB by 2020

2020 data = population of earth tweeting for 100 years

Better, faster, cheaper is here to stay.

Don’t worry about the person sitting next to you.  Google is the company to be worried about.

Google is not just an omni killer, they are positioning themselves as a supplier.

Dirty dozen

  • online communities
  • social media analytics
  • text analytics
  • crowdsourcing
  • facial analysis
  • virtual environments
  • eye tracking
  • neuromarketing
  • gamification
  • mobile
  • nano surveys
  • biometrics

Since these are in use, it legitimizes them for clients.  Online communities and mobile surveys in use by more than 40 per cent of clients:  many emerging technologies are now mainstream.

What you can do with a webcam and mic

  • passively capture emotions of 43 facial muscles
  • vocally detected intonations

Science is helping us to complementing the ask, not perfect technology but it helps.

Gap between suppliers and clients is not huge.

The researcher of today:

  • service providers
  • narrowly focused
  • data reporters

The researcher of the future:

  • strategists
  • synthesizers
  • methodologistically agnostic

Blending technology and rigour — need to use a technology when there is reason to, if a technology is emerging, state that.

Fad

  • Mobile (apps)
  • Online techniques (focus groups)
  • Emerging technology (gamification, prediction markets, virtual environments)

Follow

  • mobile (mobile survey, geo-location, mobile ethnography)
  • online techniques (communities, social media analytics)
  • emerging technology (text/voice analytics, webcam, passive environment)

Replace fear of the unknown with curiosity

MRIA’s Net Gain 8.0 (2014) IVR: Faster, Cheaper and More Robust

The following are notes that I took live while Frank Graves (Owner and President, EKOS Research) and Anne Crassweller (President, NADbank) presented at MRIA Netgain 8.0.  There might be typos in the posting.

The post also includes video clips of Anne Crassweller and Frank Graves, providing overviews of their presentations.

 

 

Aiming for Gold

Probability still matters:  Using HD-IVR to Reach all Canadians

Traditional MR seems almost old-fashioned these days, but “counting counts”.

  • MR industry needs to aim for gold.
  • Needs to provide market research that provides insights for clients not just data.

Media uses data for their daily advertising, so how population uses newspapers, radio etc is important.  Without representative research cannot predict how many people read the newspaper.

Do not want to do research like in the past, since consumer has changed.  Need to use new tools available to be able to do so.

Biggest challenges:

  • Almost 20% of Canadian households are cell phones only, problem for CATI.
  • Long lag times between collection of data and delivery.
  • Response rates declining.
  • Cost of conducting research need driven up.
  • Stakeholders want data overnight.

Consumers have adopted the internet, but has not created a statistically representative sample.

EKOS has created a new RDD method for recruiting respondents.

Looking at a test to see how well the technology worked for the research problem.

Frank Graves, Owner and President, EKOS Research, Ottawa

AAPOR consensus is that opt-in online panels:

  • are not reflective of households
  • yield low and unknown response rates
  • are subject to coverage, non-response and selection bias that cannot be corrected for
  • should not report margin of error as it is misleading

High Definition (HD) Interactive Voice Response (IVR)

  • dual frame sampling (landline and cell only)
  • rigorous randomization of response categories
  • experimentally optimized call-backs
  • last birthday + household size to represent individuals, not households
  • method for detecting and removing noise/erratic responses
  • experimental innovations, e.g. incentives

Checking accuracy of results for polling is not necessarily a good yardstick, since voting turnout in some cases is as low as  50%.

  • Including offline respondents can get a better convergence with reality, because some people are systematically different than others.
  • HD-IVR has provided some results very similar to census data, often closer than CATI on age, gender and education figures compared to census.
  • Comparison between NADbank and HD-IVR on Newspaper Readership
  • Print numbers for the three of the four major Toronto dailies were similar between the NADbank 2012 study and HD-IVR data.
  • More work to be done to ensure that random opt-in probability sampling is used.

 

MRIA’s Net Gain 8.0 (2014) Caroline Fletcher, Research – Self Ethnography: From Push to Pull

The following are notes that I took live while Caroline Fletcher (Research Director, Sound Research ) presented at MRIA Net Gain 8.0.  There might be typos in the posting.

There is a brief video summary by Caroline Fletcher of her presentation in this blog.

Caroline Fletcher, Research Director, Sound Research, Toronto

Self Ethnography-From Push to Pull

Believe that research doesn’t have to look like research.  If it needs to be more than a presentation, how do we do that?

A:  From a presentation standpoint film and mobile come into play.

Why film?

  • creates emotional engagement, can make stakeholders go “ah ha”
  • gives research a much longer life expectancy
  • highly efficient, better than a one pager

Context:  Face to face still important but focus groups have their place.  If you want to understand customers’ rituals, use of products in home and with friends you need to go beyond that.  People can misrepresent themselves.

Problem:  even if people given pre-tasks they may leave it to last minute.

FIrst hand experience: clients need to meet their consumers warts and all.  Ethnography involves a lot of money, so self-ethnography can come into play as cheaper.

Why mobile and film?

  • provides genuine insight without one-way mirrors
  • has  that happen in a natural setting

People get creative

  • show themselves commuting to work
  • practicing dives

Cost effective

  • can get voices heard all over the country, just by send flip phones

Pre/Post tasks

  • can get research before and after tasks

When do you want to use these methodologies

  • private moments — early morning routine, going to bed, carving thanksgiving turkey
  • pain points — ikea furniture, setting up a big screen tv
  • cultural barriers — multiple voices are important, but difficult to talk to people who might not come into a focus group facility otherwise
  • catharsis — often get people thanking researchers, for thinking about their lives in a new way

Evolution of modern fatherhood (passion project)

  • created a 45 minute documentary
  • had fathers using cameras for six months, fathers across Canada and US
  • one example of getting a moment that would not be possible to capture was of a man trying to adopt opening the letter that gave him permission to adopt, first time viewing the letter so captured genuine reaction

How do they use mobile?

  • have used Revelation to develop an app for a smartphone
  • app pushes questions to respondents over a series of days

Situations

  • live evidence
  • document journeys
  • co-discovery

Case study — Starbucks to develop Verissimo concept machine

  • tasked consumers to: show how they made coffee at home, and their favourite coffee moment of the day

It’s not about sugarcoating a bitter pill — but rather trying to make the research more engaging

 

MRIA’s Net Gain 8.0 (2014) 2 Case Studies of Innovation

The following are notes that I took live for two presentations.  The first was by Eric Meerkampker (President, RIWI) and Grant Miller (VP Innovation and Partner Solutions, RIWI) entitled Worldwide Data Collection.  The second was presented by Rudy Nadilo  (President, Dapresy) and was entitled VIsualization of Big Data.  Both were presented at MRIA Netgain 8.0.  There might be typos in the posting.

The presenters also provide brief summaries of their presentations in videos included with the presentation.

 

World Wide Data Collection

Eric Meerkamper, President, RIWI, Toronto, Grant Miller, VP Innovation and Partner Solutions

Q:  What would you do if you could instantly access a brand new randomized, fresh, non-incented and scalable stream of respondents and data in every country in the world?

“Every data is wrong, it is just a question of how wrong it is.”

Random Domain Intercept Technology: Have discovered that when people type in the wrong domain name is a randomizer, so they intercept people that do this.  Have about 2-3% response rate in the United States.  Very short surveys, able to geo-locate people, and can show up on all devices.

Mapped perceptions of H7N9 — 7,000 people in China over 20 hours, and the Egyptian elections.  Called the Egyptian election within 2%.

Benefits:

  • random
  • truly global
  • youth
  • non-incented
  • rapid
  • cost effective
  • device agnostic

Limitations

  • length
  • internet penetration globally
  • skews to internet usage
  • targeting low incidence populations
  • limited open-ended questions possible

RIWI using RDIT to develop products like a Global Youth Index, and partner solutions.

RDIT for Canadian Market Research

  • complement
  • enhance
  • expand

Why is it adopted?

  • youth reach
  • global reach
  • randomness
  • mobile/tablet/desktop
  • video/ad testing
  • high sensitivity regions

RDIT Experiences with Integration

  • under 12 questions requires a re-think
  • chunking/randomizing — Frank Kelly, Lightspeed

World Bank Open Government Partnership

  • smallest base size in a country n=750 (www.openinggovernment.com)
  • not always the easiest countries to research
  • a good way to reach males and the young, typically hard targets to reach
  • RDIT accesses the country by usage, who uses it the most, so some companies skew to certain genders or age groups quite seriously

Avaaz/RIWI Poll

  • Iranian attitudes toward US-Iranian diplomacy and the Syrian crisis.
  • Can ask questions that some governments would not want asked with fear of having the study shut down, or putting researchers in data.

Rudy Nadilo, President, Dapresy, Portsmouth, New Hampshire

Visualization of Big Data

The question:  Are expectations changing when it comes to delivery of research results?  Are there any better ways to present?

Clients say they want better reporting, but vendors continue to use PowerPoint.  There has to be a better way.

“Design”, “Execute”, “Reporting”

Improvements have occurred in both design and execution, but reporting hasn’t changed much.

Stop the insanity!

How has data evolved?

  • 2000 – all offline, print tables and ppt
  • 2005 — powerpoint and tables, custom online portals
  • 2010 — ppt, custom portals peaked, online dashboards
  • 2014 — MR Information Strategy:  visually engaging, dashboard centric, organization friendly

Why online dashboards?

Custom

  • 3 months setup 
  • >3 $75,000

DIY

  • cheaper
  • researchers can do it

Infographics tell the story

  • visually explain complex information
  • infographic automatically changes when target group changes
  • drill down for more comprehensive results
  • visual BI presents a story & engages the viewer more than generic BI
  • can do many different types of infographics

 

MRIA’s Net Gain 8.0 (2014) Tom de Ruyck Keynote: Consumer Consulting Boards (MROCs): Integrating the Voice-of-the-Customer across the Entire Enterprise

The following are notes that I took live while Tom de Ruyck (Head of Research Communities, InSites Consulting, Belgium) presented at MRIA Net Gain 8.0.  There might be typos in the posting.

This posting includes a video clip with Tom de Ruyck summarizing his presentation.

Objective:  To show that consumers have the power to re-shape a business.

Conversations:  Making or Breaking Brands

  • You no longer have control what is said about your brand online.
  • Fans:  Want to have a say in the future of ‘their’ brands.

What is happening in the business world:

  • Harder (more competitive)
  • faster (companies that emerge that were not expected)
  • better (consumers want more)
  • stronger (company needs to be stronger to survive)

Being open (listening to the consumer) and agile (being able to move quickly)  has become key for companies.

Average CEO thinks: “Oh, no!  This is soo scarry.”

Companies say they are having two way dialogues, but reality is one-way communication.

Agile

Reality = one shot actions and organized and silos

One of clients has  a timeline of 18 months to get a new product to market, as many stakeholders are involved with each step of the process.

We are missing out on the biggest opportunity ever!  If you are agile and open, you will gain a competitive advantage.

Q:  Who is going to help companies become open and agile?  Will it be consultants and advisors?

A: Your customers are probably your best consultants.

Example:  Pim’s — speaker has liked the cookie since he was 3, so who knows most about the cookie, the brand manager or people like the speaker.  Especially when the average brand manager is in their position for two years.  Would work well if consumers had help marketing people do a good job.

Extra-ordinary engagement — loyal customers are “emotional stakeholders”, who really want to help.  Example Ben & Jerry’s, had a community of extreme fans.  Challenge:  the community became very angry when they felt the brand did something wrong.  Good knowledge to have because the consumers are always right.

Say ‘hi’ to your consumer consulting board.

  • closed (communication only), larger community, taken on for a longer time period, online
  • with more people you can have a clash of communities.
  • with more time you can talk with consumers when you are coming up with a product or service.

Q:  If you have a community are you open and agile?

A:  It only makes you more open and agile if you change your processes, might be used only in the same way that typical market research is.

Heineken

  • has decided they want to be known as a “design brand” so they can charge a premium for it
  • design refers both to packaging and environment in which it is consumed — designed the “club of the future” — 1,000 members in total, from 10 countries for one year and then build a pop-up club in Milan
  • had a cross-departmental team who was on-board from the start to have this take place quickly
  • asked them for ideas into the best club experience

Budget

  • Think big, start small

Objectives

  • insighting
  • developing
  • optimizing
  • implementing

OK Let’s make it happen

  • have the right people on board — people who are into the brands — don’t want to have representation because you want people who are interesting and interested in what you are doing.
  • how many members do you need?  A:  There is a saturation point, after about 30 responses to a question you know everything that is needed to know.
  • for a short-term community 50 is enough, for a long-term community 150 is enough, beyond that it is harder for moderator to effectively guide community.

Creating engagement:  not money, it is input, and every so often a small gift

Thinking harder:

Turned question into a challenge to see which city would be judged the “coolest” on MTV, based on their submission.

Thinking different:

Making people think more emotionally or more creative.

Chiquita wanted to launch smoothie offering in Latin American market, felt it would be a hit since it was a convenient way to eat fruit.

  • Communities of those who ate fruit and those who did not.  In first week community came up for reasons why/why not to eat fruit.  In second week asked those who ate fruit not too, and those who didn’t provided a basket of fruit.
  • With this changes in place asked people to use a diary to record the changes in their mindset from the difference in lifestyle.
  • In third week each group tried to convince the other to change their lifestyle, came up with the 20 best benefits identified in first week

Participating anytime/anywhere:

Wanted to create research on Voice Holland to see how to monetize the show more.  Worked with Facebook to create a community of 150 on the Voice Holland’s fan page.

Co-moderation

Campbell’s “Come Dine With Me” community in Australia, with a professional researcher as the community moderator.

Crowd-Interpretation — 16 year old girls living in New York City.   Used them to explain the data that InSites Consulting did not understand.   Turned the job of a market researcher into a game. Result:  between 20-40% more insights than usual.

Co-researchers

  • Phillips in China, trying to discover how well a medical product helping in sleep would do.
  • Had 50 people in group, an additional 10 just observing.  After three weeks asked of those 10 to critique the analysis.
  • Some of the critiques they used were important, the product launch would have been a disaster if they were not discovered.

MRIA’s Net Gain 8.0 (2014) Annie Pettit: Behavioural Economics – New or Just New to You?

The following are notes that I took live while Annie Pettit (Vice President, Research Standards, Research Now) presented at MRIA Net Gain 8.0.  There might be typos in the posting.

This posting includes a video clip with a summary by Annie Pettit of her presentation.

 

Behavioural economics is the application of insights and research from psychology to economics

Tenet of Behavioural Economics — Humans are Irrational

Behavioural Economics Discovered very recently

Adam Smith (1723-1790)

  • first acknowledged behavioural economics
  • human psychology is imperfect and could have an impact on economic decisions

Irving Fisher (1867-1947)

  • human factor in economic decison making impacted crash

Kahneman and Tversky, 1979

David Laibson

  • first conference in 1986
  • first official behavioural economics profesor in 1994
  • quarterly journal of economics devoted an entire issue in 1999

Ground-breaking research

People always share their honest opinions with researchers — examples why this is false

  • Solomon Asch, 1951 — conformity, people asked to estimate the length of a line chose the same answer as other people who were obviously wrong
  • Candid Camera, 1960s — people positioned themselves like everyone else in the elevator
  • Jenness, 1932 — people asked to estimate the number of beans in a jar almost always adjusted their count close to those of other people

I am the master of my domain — examples why this is false

  • Milgram obedience, 1963. Stanley Milgram, Yale University.  People will obey an authority figure who instructs them to perform acts that conflict with their conscience
  • ZImbardo experiment, 1971.  Situations determine human behaviour — split group of volunteers into prisoners and prison guards.  Had to stop experiment because guards were acting cruelly.
  • Cognitive dissonance, 1959.  Festinger and Carlsmith, Stanford University.  People who received $1 for a boring task rated it more positively than those in the $20 control group.
  • Halo effect, 1920.  Edward Thorndike.  Overall impression can be based on one trait.  High correlation of physical, intellect, leadership skills, and personal qualities of soldiers.

Every behavioural economics study being imagined today has been done before — true.

Don’t expect the truth

  • it costs a lot so it most be good
  • everyone else likes it so it must be good
  • I’m sure I like it.  The package is really nice.
  • I NEED it now.  I can’t wait for a sale.

Impact on Market Research

Stop asking for opinions

  • would you pay
  • why do you like
  • why do you buy
  • why would you switch

Ask me what I have done

  • did you buy
  • have you paid
  • what did you pay
  • did your friend buy

Behavioural economics is a buzz word for market research.  Has been rediscovered, but it is very old.

 

 

 

 

 

 

MRIA’s Net Gain 8.0 (2014) Chris Long: SMA for Marketing

The following are notes that I took live while Chris Long (SAS) presented at MRIA Net Gain 8.0.  There might be typos in the posting.

 Social media can answer the following:

  • who knows whom, and which people are common to their social networks
  • how frequently are particular people communicating with one another
  • how does geography affect your social connections online
  • who are the most influential/popular people in a social network
  • what are people saying about your brand
  • what are people interested in based upon the human language that they use in a digital world
  • how can we convert this understanding into actionable marketing campaigns

Instead of ROI now also looking at things such as likelihood of pandemics.

Many different companies in the SMA ecosystem.

Ten important channels

  • Twitter
  • Facebook
  • Foursquare
  • Linked In
  • YouTube
  • Google+
  • tumblr
  • pinterest
  • Instagram
  • Last fm

Today use devices such as phones, tables and computers, tomorrow may be Google Glass.

Three things in social media:

  • can have a persona that is not yours
  • ultimately people are interested in what you think about things, even if you post photos, videos etc.
  • you should not have an expectation of privacy

Canada is behind the global technology curve on social media,  approximately 1.5 – 2 years.

Why adopt social media?  What is the ROI?

Reasons (in order):

  • Foresight (will someone be interested in your brand)
  • Brand protection (discover issues quickly, United Airlines could have acted quicker if they had followed social media on United Breaks Guitars)
  • Marketing
  • Sales

Understanding Social Media

  • Content
  • Context
  • Connections
  • Conversations

Taxonomy — Filter, Classify and Understand — What’s being said about what/who.  In what context?  Are they angry?  Why are they angry?  Are they confused?  Being sarcastic?

  • brand
  • acronyms/symbols
  • industry/terminology
  • modern colliquialisms
  • localized changed
  • native language

You don’t own your brand any more in social media.

Digital analytics and traditional marketing analytics

  • omni-channel analysis — segment by stereotype
  • network analysis
  • text mining — segment by writing style

SAS Core Competencies Provide Foundation

Integrated marketing management

  • can combine survey data with social media information and make it part of marketing
  • companies try to use social media for marketing but can be good or bad

Traditional marketing can gain a lot:

  • Can combine what we know about people from social media with what we know from other sources

MRIA’s Net Gain 8.0 (2014) Mark Michelson: Mobility Research Best Practices

The following are notes that I took live while Mark Michelson (Executive Director and Co-Founder, Mobile Marketing Research Association) presented at MRIA Netgain 8.0.  There might be typos in the posting.

Note:  I missed the first five minutes of the presentation.

Smartphone allows entirely new ways to conduct Mobile MR

  • speed of delivery
  • asynchronous
  • passive data collection
  • longitudinal
  • dissipated workforce
  • QR and scanner code

Smartphones make participation more enjoyable:

  • personal media
  • social sharing
  • self-reported ethnography
  • live video chats anywhere
  • augmented reality
  • gamification

Quantitative Mobile MR Data

  • Survey: Q&A
  • Passive:  Monitoring with interaction
  • Field conditions
  • Sensory: how people perceive

Mobile MR Channels:

  • SMS
  • WAP
  • Mobile web
  • Apps

Qualitative Mobile MR Data

  • behaviour: what people do
  • sentiment: what people say/think
  • emotional:  how people feel
  • video chats in the moment
  • audio recording in the moment

Challenges with Mobile MR

Issues include:

  • responsive design to fit screen size
  • user experience and on-boarding (training)
  • keeping participants engaged
  • validity of self-reported data
  • device id and interface optimization for specific devices
  • client trust in findings
  • participant trust in using apps

Ethics in Mobile MR

  • privacy issue is critical — for legal reasons and continued open participation
  • ESOMAR and MMRA task force updated full guidelines for mobile MR

Commitments to respondents

  • your participation is voluntary
  • we will protect your personal information
  • participation is free
  • your safety is important
  • we will protect your device

More challenges

Other issues:

  • normative data include more positive top box scores
  • richness of self-reported diagnostic data
  • user experience and questionaire length
  • knowing how to incorporate mobile
  • whether to calibrate tracking data or use new studies

Best practices

  • be transparent and respondent all respondents
  • avoid respondent burnout
  • screen/device appropriate
  • channel dictates question type and data capture
  • micro surveys
  • in-context
  • use mobile friendly tools

The opportunity is yours:

  • clients and researchers need to keep respondents’ trust
  • share the guidelines with your staff, clients and participants
  • transparency and collaboration
  • mmra-global.org

MRIA’s Net Gain 8.0 (2014) Jeffrey Henning Keynote: The Transformation of Market Research – Where to Next?

The following are notes that I took live while Jeffrey Henning (President, Researchscape International) presented at MRIA Netgain 8.0.  There might be typos in the posting.

This posting includes a video clip, with Jeffrey Henning providing a summary of his presentation.

 

Transformation of Davenport Road (Toronto):  Where to Next?

  • Starting by showing a picture from 1994 of the street, most recent innovation adding a bike lane.
  • Then showed a picture showing rail 1924.
  • Then showed 1914 including horse and buggy and the existence of a First Nations path which shaped the raid.
  • Davenport Road was originally a shoreline of Lake Ontario.

Professions:

  • canoes lasted thousands of years
  • horse and buggy — hundreds of years
  • Q:  will market research be as obsolete as canoe making?

Consider:

  • Transportation:  methods have changed but idea is similar
  • Currency will never be uninvented or forgotten
  • Sellers will always want to better understand buyers
  • Market research is eternal, or at least will last as long as humanity.

Market Research Industry:

  • Traditional MR Suppliers
  • Niche
  • Trend Consultancies
  • Future Consultancies
  • Management Consultants
  • Marketing/PR Agencies
  • MROCs
  • Social Media Listening
  • Analytical Providers
  • DIY/EFM Platforms

GRIT Report:  Online communities, mobile surveys and social media analytics are either under consideration or have been used by 75%+ of respondents.

Survey Research Pressure Points:

Inhibitors

  • victim of success
  • declining response rates
  • bad questionnaire design
  • long questionnaires
  • complex questionnaires
  • behavioural economics

Drivers

  • mobile surveys
  • micro-survey
  • DIY/EFM/VOC systems
  • emotion capture
  • feature wars
  • automation

Survey Research 1987

  • Design questionnaire with Word Perfect
  • Field surveys with phone, face to face and by mail
  • Analyze results by Lotus 123 and SPSS
  • Present results using WordPerfect and Harvard Graphics

Overall: 10% Automation, 10% Software, 80% Human

Survey Research 1997

  • Design Questionnaire:  Word, Survey Solutions, EZSurvey
  • Field Survey:  Survey Solutions, EZSurvey
  • Analyze Results:  SurveySolutions, EZ Survey, Excel, SPSS
  • Present Results:  PowerPoint

Overall:  30% Automation, 20% Software, 50% Human

Survey Research 2013

  • Design questionnaire with Templates, Question libraries
  • Field survey — Automated
  • Analyze – Partially automated
  • Present Results – Partially automated
  • Overall:  60% Auto, 10% software, 30% Human

 

Forbes and Some Other Analytics:

Is adding pictures and asking which represents who you feel, other companies doing similar types of research.  Having a reporting dashboard to have custom types by individual.

Google Consumer Surveys

  • currently show automatic weighting (age, gender and region), but can be questioned whether it is good weighting or not
  • now groups open-ends, and is starting to do a fairly good job
  • insights:  run through all possible combinations between questions and demographics, good idea but based on inferred demographics

Automation to come:

  • crowd-shaped surveys
  • better weighting
  • text analytics of long verbatims
  • proprietary analytics
  • aggressive innovation from competition between 100 software tools

2018 might be: 90% automation, 5% software tools, 5% human

What’s a survey researcher to do to ensure relevance/survival?

  • Design Questionnaire — develop proprietary indices, pioneer new questioning techniques, unique respondent interfaces
  • Field survey — build proprietary panel to dis-intermediate panel companies, master advanced techniques of EFM systems, custom programming, incorporate quality exercises, crowd shaped surveys
  • Analyze results — do quality analysis, become a power user of high-end systems, build benchmark database, automate proprietary techniques, analyze with business metrics
  • Present results — be creative, develop good infographics, lead workshops to internalize research

Festival of NewMR 2013: Session 5 — Americas Session

The following is a summary of session 5 of the Festival of NewMR 2013.

Paul McDonald (Project Lead, Google Consumer Surveys) – Your Algorithmic Future — Prospering throughout the Research Disruption.  First of the four presentations in session 5.

  • In the new mobile world the standard tracker will no longer exist, because no one will be willing to take it.
  • Micro surveys have anywhere from 1 to 5 questions, and can address some challenges associated with long surveys.
  • Long questionnaires result in lower response rates.
  • Lead to lower response quality, and increase straighteners
  • Matrices/grid formats introduce measurement error and are more difficult for respondents

Question: How can you break up the 120 page survey

Elements of a micro-survey:

  1. Start with a hypothesis.   Often the tracker is used only for data mining.  If you have a theory about soda drinkers ask the related variable instead of using a 30×10 grid
  2. Can infer demographic data instead of using a lot of data – gender, age, income, presence of children in family
  3. Can run the questionnaire more than once

Micro-surveys fit into a mobile device, let the provider decide where to put the survey.

Mobile users have shorter attention spans, different needs.

Need to have limits and restrictions to allow it to work on mobile.

Mobile characteristics:

  • May 2009 1% of internet traffic mobile, close to 30% soon.  Growing globally, in some countries widespread internet usage stared with mobile, PCs were skipped
  • mobile advertising growing considerably
  • 2012 smartphones sold in 600m, compared to roughly 300m in 2011
  • tablets outshipping desktops and notebooks
  • PC – 350 PCs sold in 2012, 1.6B in use, replaced every 4-5 years, shared
  • Mobile – 1.7B solid in 2012, 3.2B movile use, replaced every 2, one per person
  • Clients and suppliers who do not move to including mobile surveys are in trouble

Android vs. iPhone (average differences in following types of questions):

  • Demographics – 2.51%
  • Civic, Political & Religious engagement 1.42%
  • Technology – 1.93%
  • Political ideology – 1.32%
  • Foreign and domestic political issue 1.99%
  • Media consumption 2.71% – easier to listen on iPhone
  • Shopping behavior 3.87% – iPhone users more affluent
  • Only last two significant

Other comparisons

  • Smartphone users vs. general population much different, both Android and iPhone users much different from general population
  • However, smart phone penetration is supposed to continue to increase in the future..
  • Android and iPhone users aren’t that different from one another
  • Android users are closer to the general population than iPhone users

Google Opinion Rewards, receive Google Play credits for taking part

Summary:

  • The world is going mobile
  • Surveys have to changing in response
  • Start now by modularizing your surveys

 

Jon Puleston, VP Innovation GMI Interactive

This research is a work in progress

Ambition is to design a better film rating system

Why:  every film seems to have four stars

Distribution in IMDB

5 star 20%

4 40%

3 30%

2 5%

1 5%

2nd reason

The average distribution of answers on a 5 point scale is poor.

Every word used to associate with the movie seems to range between 3.5 – 4.0 on a 5 points scale

Why?

  • non response bias, we mostly only watch films we think will like
  • potentially more motivated to rate films we enjoy
  • complicated to come up with a rating system
  • asked “Did you enjoy the film” — usually can answer in 0.5 second (90%)
  • how would you rate takes between 3-10 seconds, not as intuitive

Rating scores appear to be a social language

  • 5-I endorse this
  • 4-i enjoyed it
  • 3-It was a letdown for me
  • 1,2-warning

How do you feel about these different films?

Well made-Badly made vs. Enjyoyment, Non enoyed

How can we make a better rating protocol?

something that is simple and easy to interpret

  • has some content i.e. 4 stars compared to what
  • takes account of genre:  e.g. a thriller/romcom/art  house
  • can be trusted
  • takes account of people’s individual taste and preferences
  • provides an assessment of the risk of whether you will enjoy it
  • provides an understanding of what a film will offer you — clues as to how we can enjoy a film
  • pragmatic but no patronizing

Look at alternate appropaches, there are 5 avenues

1. using more descriptive scales

  • problem is often end up with feedback just like the 5 start scales

2. more creative questioning approaches

  • good for a repetitive task, but this is not appropriate for rating a movie

3. alternate measurement dimensions

  • for example how close did it come to meeting your expectations
  • 70% met expectations when he asked people
  • how many people would like this — hard to use data

Choice based assesment

  • “of these filims you have seen which would you recommend for people like you” – significant differences emerge
  • but the problem is that it is a complex process, assumes being able to find a portfolio of films they have already seen

Self anchored

  • was Gravity better or worse than Space Odyssey?
  • problem:  people are going to have the bias versus the film they just saw

Linguistic analysis

  • analyzed character of feedback
  • developed a word scoring system — certain number of points for words used
  • augmented with a net promoter style approach
  • linguistic net promoter delivered far greater differentiation of sentiment
  • you can understand why it rated a certain way

Becomes a descriptive tool, ex. Twilight Breaking Dawn 93% emotion vs. 7% analytical

Next steps

  • rolling out think to different categories and topics
  • doing some experiments in different languages
  • working on developments in infographics to communicate a more multi-dimensional measure
  • prepare a proper paper on all learnings

Leslie Townsend, Kinesis, The Hundredth Monkey: How Mobile Changes Everything

  • 3rd quarter of 2013 more than 50% of traffic on mobile devices
  • mobile traffic growing so quickly that many people not prepared to react

1.  Apps

  • more data will be collected from smartphones than from other devices
  • retailer among the most advanced in designing apps
  • now recording length of time in store or competitor’s store, comparison shopping
  • typically being exchanged by in-store coupons or sales alerts
  • consumers are understanding the value of information they are providing

2.  Incentives

  • perhaps could be in-store currency, or virtual currency — shift to including incentives “inevitable”
  • creates a challenge between what is research and what is sales or marketing

3.  World economy

  • big data is a primary driver of global economic growth

4.  Surveys

  • microsurveys will collect more data than lengthier surveys
  • new trend is to pay for surveys by the question

5.  Respondent experience

  • now valued

6.  Outsourcing

  • no need to outsource short surveys

7.  Survey routing

  • give respondents the ability to complete a survey that’s right for them if they don’t qualify for the initial one they try

8.  Panels

  • traditional panelist data is combined with alternative sets to provide for a greater understanding
  • going beyond traditional customer satisfaction

9.  Methodologies

  • omnibus: cost advantages unlikely to remain competitive as micro-surveys emerging
  • net promoter score on mobile:  basically an 11 point scale, doesn’t offer enough points to display on a mobile device

10.  Benchmarks

  • will need to be re-established

11. Respondent authentication

  • cross-platform tracking takes on a new meaning, longer term problem

12. Social media

  • mobile devices have made connecting with others easier than ever

13. Privacy and security

  • privacy policies are undergoing change to provide trust
  • research firms are going to need to have high level security systems

14. Automation

  • “market researcher” will be redefined
  • will still need analysts to sift through data though

Festival of NewMR 2013: Session 1 — Pacific Session

The following is a summary of session 1 of the Festival of NewMR 2013.    

Jeffrey Henning (President, Researchscape) – Your Algorithmic Future — Prospering throughout the Research Disruption.  First of the four presentations in session 1.

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MRA Corporate Research Conference 2013 – Day Three — What Your CMO/CEO Really Wants From Marketing Research — But Might Not Tell You!

The following is a summary of a presentation given by Michael Mathias, General Manager, FindLaw at the MRA Corporate Research Conference in Dallas on Friday, October 18th.

Michael Mathias, General Manager of FindLaw, gave a presentation about how researchers are best able to perform a role that makes them integral to chief executives in their company.

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MRA Corporate Research Conference 2013 — Day Three — Building a Market Research Function from Scratch – What I Wish I Had Known

The following is a summary of a presentation given by Kristen Santos, Manager, Market Planning and Analysis, Daimler Trucks North America at the 2013 MRA Corporate Research Conference in Dallas on Friday, October 18th.

During her presentation at CRC Dallas 2013 Santos spoke about the challenges she faced having using her role to begin using market research for decision-making in a company that had not used research before.

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MRA Corporate Research Conference 2013 — Day Three — Survey Says! Creating Research For Public Release

The following is a summary of a presentation given by John Gilfeather, EVP, Koski Research at the 2013 MRA Corporate Research Conference in Dallas on Friday, October 18th.

The research needs to answer the six key questions journalists ask:  Why, What, Who, Where, When and How.

To be succesful for the company it needs to do more than just generate coverage, rather generate coverage that will drive business results.

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MRA Corporate Research Conference 2013 — General Session — The Future of the Corporate Insights Function

The following is a summary of a presentation given jointly by Christine Barton, Partner and Managing Director Boston Consulting Group (BC); Simon Chadwick, Managing Partner Cambiar; Scott Christofferson, Managing Director Corporate Executive Board (CEB); and Ari Popper, Founder and CEO SciFutures.

Speaker 1:     Scott Christofferson — MD of CEB:

Two trends occurring today in large organizations:

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MRA Corporate Research Conference 2013 — Day Two — Can Market Research Be a Profit Center?

The following is a summary of a presentation given by Kathryn Korostoff, President of Research Rockstar at the 2013 MRA Corporate Research Conference in Dallas on Thursday October 17th.

Background:  Kathryn wrote an article for Quirk’s Magazine in January 2013, titled “Extreme Makeover:  Research as a Profit Center”.  For the first time in her 25 year career she received hate mail as a result of an article — she had written 100 by that point.  She also received responses that were positive, and others from people who were shocked.

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MRA Corporate Research Conference 2013 — Day Two — Planning and Executing a Successful Presentation

The following is a summary of a presentation given by Chris Elsbury, Director, Knowledge and Insights of Coca Cola at the 2013 MRA Corporate Research Conference in Dallas on Thursday October 17th.

Content vs. Context

  • Normally in a presentation the amount of content presented far outweighs the context provided for the research.  This relationship should be more balanced, and should be thought about when planning and delivering presentations.

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