Posting and sharing photos is considered one of the most popular online activities. In Britain, Dutton et al., characterized this activity as the most frequent and engaging Internet activity. In the US, 62% of the adult Internet users stated that they post or share pictures on the Internet (PewResearch, 2013). Despite its relevance, no research has been done exploring the use of sharing photos to answer survey questions. Since most of the mobile devices nowadays have a camera, and most of the mobile users are used to upload photos to the Internet (Ibid), there is a clear opportunity to test the possibilities and limitations of answering questions by taking and sharing photos.
If we define the client as anyone without whom a business wouldn't exist, there is a group of people that are very important to marketing research but are ironically overlooked. In this paper we treat the Respondents with the same interest and devotion usually shown to the archetypal Client and we place the mirror in front of the marketing researchers for a change. We ask the Respondents to evaluate our job and help us understand what makes them feel bored and disengaged during fieldwork, what entices them to unlock and be more insightful, how our interaction with them can be more purposeful. The end result is the identification of the qualitative research methodologies, moderation styles, fieldwork environments that lead to more insightful and engaging deliverables.
Machine learning is a concept that has long been applied to many industries that need to use predictive data, and has been used for some time in the online advertising industry. The survey research industry is ideally suited to benefit from machine learning for many reasons. The most pressing of which is to lessen respondent burden. Well share the success weve had by applying machine-based learning, and explore other ways we can gather data to improve insight generation including permission-based digital tracking, all with an eye on improving insight and removing the reliance on respondents.
Imagine a future where children future-proof innovation ideas targeted at adults; where consumers become researchers; where research participation rivals the popularity of Pokémon Go... experience a visionary insights future that is INSIDE OUT!
Its claimed we live in a post-truth age. Anyone with truth to convey, needs more than ever to do so in a way which resonates & engages. Medieval jesters & comedians alike have been prized for this ability: we must learn from these visionaries...
Learn from HBO how to transform your market research into fun and engaging ongoing experiences for participants - while you unlock inspiring and actionable insights.
Imagine a future where children future-proof innovation ideas targeted at adults; where consumers become researchers; where research participation rivals the popularity of Pokémon Go... experience a visionary insights future that is INSIDE OUT!
This paper will describe how HBO has developed an innovative market research strategy integrated into a single platform: surveys, online communities, mobile research, gamification, digital ethnography and big data analytics. We want to share with the global research community our main learnings along the way, as well as a road map that anyone can follow in order to transform their market research studies from boring activities, into ongoing fun and engaging experiences, and how we've used results to better support our programming and marketing teams in their agile decision-making processes.