engaging surveys smartees webinar

Engaging Surveys

Smartees Webinar

This is the full slidedeck of our

‘Engaging Surveys’ Smartees Webinar.

The presentation elaborates on how our

new approach allows true consumer

collaboration in survey research,

tapping into context and conversation.

Based on eBay and Cloetta client

cases, the actual impact of this new

survey design is described.

Engaging Surveys

Collaborating with consumers

in survey research

Source: 2012 Esomar

Total Quantitative 76%

Other 6%

Total Qualitative 18%

#1 BETTER

ENGAGE

PARTICIPANTS

2 KEY

CHAL

LENG

ES

#2 CAPTURE THE

COMPLEX

CONSUMER

REALITY

CHALLENGE #1

BETTER ENGAGE PARTICIPANTS

AMOTIVATION

INTRINSIC

MOTIVATION EXTRINSIC

MOTIVATION

SELF-DETERMINATION THEORY

Task is not done properly

Interest, enjoyment

highly competent

CHALLENGE #2

BETTER CAPTURE THE COMPLEX

CONSUMER REALITY

Recognizing the social

dimension in decision making

of consumer behaviour

Context is a better predictor

by emotions

Our decisions are wired

WHAT DID WE DO?

SO HOW DID WE

MAKE THIS HAPPEN

TOOLS & TACTICS TO MOVE

ON THE CONTINUUM

CHALLENGE #1

AMOTIVATION

INTRINSIC

MOTIVATION EXTRINSIC

MOTIVATION

AUTONOMY

COMPETENCE

RELATEDNESS

VALUE

YOU ARE FREE TO

AUTONOMY

DO THIS OR NOT

AU

TO

NO

MY

MODULARITY AT THE

PARTICIPANT SIDE

AU

TO

NO

MY

OPTIONAL SECOND

SURVEY DIMENSION

YOU ARE GOOD AT

COMPETENCE

THIS

CO

MP

ET

EN

CE

PARTICIPANTS AS

CO-RESEARCHERS

CO

MP

ET

EN

CE

PARTICIPANTS AS

CO-RESEARCHERS

PEOPLE LIKE YOU

RELATEDNESS

DO THIS

RE

LA

TE

DN

ES

S

INTRODUCING THEIR

SHARED INTERESTS

WHAT YOU DO HAS

VALUE

A MEANING

10-25% ACTIVELY PARTICIPATES

INCREASED PARTICIPANT

SATISFACTION & INTEREST

X2

PARTICIPANTS FEEL

BETTER UNDERSTOOD

+15%

WE DID NOT ONLY GET MORE

BUT ALSO RICHER DATA

TOOLS TO GRASP THE

COMPLEX CONSUMER REALITY

CHALLENGE #2

THE ASSOCATION TOOL

THE CONTAGIOUS EFFECT

OF THE SOCIAL DIMENSION

GETTING ANSWERS TO QUESTIONS

WE DID NOT ASK!

SURFING ON EACH

OTHERS IDEAS

EXPLAINING THE WHY

BEHIND THE NUMBERS

THE

PIC

TUR

E SH

OP

Task 1: Your breakfast moment

Task 1: Your breakfast moment Take a picture when you are heaving breakfast. What are you having for breakfast and why do you choose this?

BETTER UNDERSTAND

TARGET GROUPS DIFFERENCES

AVOIDING RECALL BIAS

USING TASK-BASED ELEMENTS

ADDED VALUE OF

IMPLICIT MEASUREMENT

ADDED VALUE OF

IMPLICIT MEASUREMENT

NICHE NATURAL

POTENTIAL

These items are not associated with the given brand by a lot of respondents, however the reaction time is faster than average. These are niche associations often amongst users with a certain brand experience.

These items are associated with the given brand by many respondents and the reaction time linked to the association is faster than average. These are natural and spontaneous associations.

These items are associated with the given brand by many respondents but the reaction time is below average. These are potential associations which can become natural if the given brand enhances the communication.

% of respondents

Reaction tim

e

LIMITS

These items are not associated with the given brand by a lot of respondents and if associated the reaction time is below average. These items are not linked with brand.

WHAT DID WE DO?

SO WHAT DID WE

LEARN FROM THIS

ENGAGED PARTICIPANTS

LEAD TO BETTER AND

RICHER DATA

BETTER UNDERSTAND

THE COMPLEX CONSUMER

REALITY

MORE ACTIONABLE

RESEARCH

POSITIVE IMPACT ON

CONSUMERS’ BRAND PERCEPTION

Thank you!

Katia Pallini

katia@insites-consulting.com

+32 9 269 12 23