Automation makes it easy to ask more from our respondents without fully considering the impact on engagement. While video and voice techniques offer hope to increase insight, do these just make it more difficult to engage respondents? We examined the value exchange between respondent and researcher as mobile research pushes the boundaries of privacy. What must we give our respondents in order for them to give to us? We will learn the best way to incentivise respondents to stay engaged with a week-long diary, submit photos and answer our questions using video and voice-to-text. Can we engage our respondents with items outside the research process that might induce greater stickiness with the given task?
In the world of market research there are few parties who come in for more scrutiny than political pollsters. With so much emotion riding on a clear outcome it is understandable that people pay attention. A large portion of market research essentially revolves around making a prediction and this is no more apparent than in political research. How to make good predictions has led us to the more specific question of how to predict an election. This presentation provides illustrations of the when, how and what of methods to best armour yourself to make such predictions.
Ascription is a data science method which we have adopted to cut long questionnaires for mobile surveys, shorten the length and decrease the cost of large tracking desktop surveys. Using proprietary mathematical and statistical algorithms, responses are accurately ascribed to some respondents based on the overall data of the studied population, and without the need for the respondents to go through the entire survey. A secondary benefit comes in the form of cutting costs by shortening the surveys for some respondent segments, survey length and data collection are greatly optimised.
In the world of market research there are few parties who come in for more scrutiny than political pollsters. With so much emotion riding on a clear outcome it is understandable that people pay attention. A large portion of market research essentially revolves around making a prediction and this is no more apparent than in political research. How to make good predictions has led us to the more specific question of how to predict an election. This presentation provides illustrations of the when, how and what of methods to best armour yourself to make such predictions.
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 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.
Mobile devices have opened up market research opportunities. Yet, the anywhere, anytime aspects of mobile data collection can affect research quality with additional distractions and loss of attentiveness. This paper supports a current multi-cell study that evaluates attentiveness and data quality on mobile devices. Data gathered will be used for improving the strategic value of in-the-moment research.
This presentation reviews results from the Global Web Index, a 16-market syndicated study exploring web behaviour and social media usage. The study focuses on the impact of increased involvement in social media on consumer behaviour, attitudes, purchasing and marketing communications. The impact of social media is examined to understand adoption trends and impact, including the motivation to use the web, global trends in social media engagement, usage behaviour inside social networks, blogs, and consumer perception of brands in social media. The results assess the true impact of social media and the increasingly consumer driven web.
While online panels can reduce the cost and time it takes to undertake research, there is often little understanding of how the quality of the panel affects data integrity and importantly the ability to make reliable business decisions based on the data collected. This paper identifies some components of 'quality' in online data collection and the effect these can have on data integrity. It reviews how components of the online data collection process, particularly the invitation process, can have a dramatic impact on the actual quality of the data collected.
Whilst online panels can bring significant benefits to research in terms of time, cost, access to complex target groups and the flexibility to use multimedia (amongst others), there is a need to ensure that a number of operational elements are adhered to. Exclusion of any of these could have a negative impact on the effectiveness of the research. This paper asks the question: how reliable can Internet panel data be?