This paper is a practical guide to designing efficient cross cultural segmentation research in response to the growing revival of interest in this form of research from the global marketing industry. It is based upon the authors' collective experiences of conducting segmentation research for a wide range of clients around the world. A small piece of segmentation research on the topic of food and cooking was conducted by the authors to illustrate techniques, with examples provided throughout the paper.
This paper outlines our quest to design the perfect icon for use in surveys and understand more about the effective role of visuals in surveys.
This paper will present the result of some ground breaking primary research exploring the communication power of icons and infographics in both the gathering and communication of research data.
This presentation will present the result of some ground breaking primary research exploring the communication power of icons and infographics in both the gathering and communication of research data.
This paper explores the science of prediction and looks at how prediction techniques could be more effectively utilised in market research. It provides advice on the best way to ask predictive questions and the best techniques for conducting predictive research. This paper shows the results of six months worth of ground-breaking research which we hope will open up the research industry towards understanding this topic.
This presentation explores the science of prediction and looks at how prediction techniques could be more effectively utilised in market research. Prediction markets have often been heralded as the next big thing for market research, yet there remain many underused techniques in traditional market research today. We feel that one of the reasons for this is the general lack of knowledge about the science of prediction. This presentation shows the results of six months worth of ground-breaking research which we hope will open up the research industry towards understanding this topic.
We are at a tipping point in online survey design as more and more people want to do surveys on mobile/tablet devices; and the Asian markets are leading the way. Up until recently our focus has been on simply getting surveys to work on these devices, but getting respondents to actually complete mobile surveys is the next challenge. Our data is showing that nearly 50% of people who start a survey on a mobile/tablet don't get to the end, because the surveys we are delivering are often too long and there has been poor consumer experience on these devices. We need to up our game. We don't have all the answers, but this presentation sets out to put some ideas on the table for a fresh new approach based on 2 years of exploratory research and will map out a new survey design philosophy that we are calling 'Bonsai 'survey design.
Several recent research articles explore the impact of panel sourcing on speeding, fraudulent respondents, and participant engagement. A large number of studies have explored differential cross- cultural responses to survey design and its effect on participant engagement. Very little is understood about the impact of these factors. Is it more important to focus on the quality of the survey design or the intrinsic quality of the panel? Should researchers worry more about speeders, liars, or authenticating identity? Is demographic balance of the panel or its source more important? Should researchers focus on question design to make research more engaging or the psychology of the respondent? How do all these factors vary country by country?
The last years has seen a proliferation of more creative ways of asking questions in online surveys. More recently the idea of gamification has exploded onto market researchers' consciousness along with new ideas on how questions can be asked in surveys. One key question is how well some of these techniques will work in different countries. A second question is whether they are relevant. This presentation addresses this issue through the fielding of an experimental survey in different countries containing a range of creative question formats and comparison of responses.