Download - The Future of Surveys Smartees Breakfast
The Future of Surveys
Smartees Breakfast
This is the full slidedeck of our
Smartees Breakfast session on ‘the
Future of Surveys’. 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.
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We work for more than 30% of the best
global brands (Interbrand 2010) and
specifically focus on the challenges of FMCG
& retail, media & entertainment, financial
services, travel & leisure, life sciences
&healthcare and telco & technology with a
dedicated team of experts.
We deliver tailored approaches and are
proud to have highly satisfied customers,
just ask around!
Trusting customers
Why InSites?
Helping world leading brands
become locally relevant
Some of our UK customers
UK 2013
More than just research
InSites Consulting takes research further by
using our vision & expertise in the domains
of branding, communication and youth. We
are so passionate about these topics that we
share our knowledge via our best-selling
management books. This marketing expertise
will be used to turn the feedback gathered in
the community into actionable
recommendations.
Thought leader in communities
The Consumer Consulting Board book
is the fruit of years of work in the field
of research communities. It serves as
an inspiration for companies to start
with structural collaboration, offering
fresh insights and various case studies
to continue the path towards becoming
an open, agile and consumer-centric
thinking company.
We allow participants to ENGAGE
with us anytime, anywhere (online,
mobile, asynchronous methods…).
We make it fun for them to give
more & better answers
(gamification, audio-visual cues,
design…). We empower them to be
co-researchers (crowd
interpretation, co-moderation…).
Online Group Discussions
Consumer-led Ethnography
Research Communities
Social Media Listening & Netnography
1on1 Online Interviews
Digital Surveys
Engage
METHODS
SURVEY RESEARCH IS MORE
THAN COLLECTING DATA
THE POWER OF VALIDATION
FOR YOUR DECISION MAKING
Source: 2012 Esomar
Total Quantitative 76%
Other 6%
Total Qualitative 18%
MULTIPLE SOLUTIONS
CHALLENGES WITHIN
SURVEY RESEARCH
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
ENGAGING TOOLS TO UNLOCK
THE FULL POTENTIAL
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BRAND/RESEARCHER - CONSUMER
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ASKING DOING COLLABORATING
TRADITIONAL
SURVEYS
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ASKING DOING COLLABORATING
THE ASSOCATION TOOL
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TRADITIONAL
SURVEYS
THE ASSOCATION TOOL
THE CONTAGIOUS EFFECT
OF THE SOCIAL DIMENSION
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IMPLICIT MEASUREMENT
TRADITIONAL
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THE IMPLICIT ASSOCIATION TOOL
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.
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DAY-IN-THE-LIFE TOOL
TRADITIONAL
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THE DAY-IN-THE-LIFE TOOL
Checked PC World for my item and the staff were helpful but not too knowledgeable. Checked price
As John Lewis price match I knew the price here didn't matter, but their customer reviews are interesting
Looked to see if I could get a better price somewhere else and found I could
This was the best available price and very good product info
8/10 9/10 9/10 9/10
The end
Made sure I read as many reviews as possible for my product
Blogs came up when searching on Google so read these to make sure of my choice
Purchased from online shop. Used only laptop all the way through the process.
8/10 8/10 9/10
Double checked for pricing, but wasn't as good as what I'd found already
Checked here for pricing, but not as cheap as already found
7/10 7/10
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ASKING DOING COLLABORATING
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TRADITIONAL
SURVEYS
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WE CAN LEVEL-UP
EVEN MORE!
OPTIONAL SECOND
SURVEY DIMENSION
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ASKING DOING COLLABORATING
THE LOUNGE
TRADITIONAL
SURVEYS
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CONNECTING WITH
OTHER PARTICIPANTS
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ASKING DOING COLLABORATING
THE IDEATION TOOL
TRADITIONAL
SURVEYS
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Meet eBay
Meet Katia
THE
IDEA
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Optimize my search
I need some inspiration
Specific shopping websites
We discovered that people often have a hard time when looking for a specific item on eBay. When searching for an item you are often confronted with a broad range of possible items with different characteristics and specifications. How would you improve this search process? How could eBay help you narrow down that search list to only the brands and items you like?
Thinking specifically about fashion (clothes and accessories) and consumer electronic items, what special websites do you think are required out there and what should they look like? What special features would they have and how would they improve the online shopping experience?
Shopping, for example for clothes, accessories and fashion items, is often not as easy as you initially think. You may well have an idea of what you are looking for, however some inspiration could help you get the perfect item! How would you inspire people when shopping online?
SURFING ON EACH
OTHERS IDEAS
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ASKING DOING COLLABORATING
REVIEW WRITING
TRADITIONAL
SURVEYS
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AVOIDING RECALL BIAS
USING TASK-BASED ELEMENTS
WHAT ARE THE PRO & CONS ??
Thank you
Katia Pallini
+32 9 269 12 23
be.linkedin.com/pub/katia-pallini/7/1b5/b01
LISA OHLIN
NICE TO MEET YOU
CLOETTA
INSIGHT VALIDATION CASE
LOTS OF IDEAS…
BETTER INSIGHTS,
HIGHER BUSINESS POTENTIAL
GOOD INSIGHTS LEAD TO ACTIVATION
IT’S ME!
CROWD
INTERPRETATION
WE ARE BETTER AT PREDICTING
OTHER PEOPLE’S BEHAVIOUR
AHAA!
THE LOUNGE
R&D contribution The lounge
What did we do?
xxxx
Task 1: Your coffee moment
Task 1: Your coffee moment Take a picture when you are having coffee. Describe your moment/environment and how you chose this.
Insight
97
100% No kids
88
65%
Kids
112
35%
18-34; 55-64
126
15%
35-54;
101
20%
All other employment status
106
9%
Full time employed
157
6%
GIVE A FACE
TO THE NUMBERS
EMOTION
FROM STATED TO
IMPLICIT MEASUREMENT
BETTER INSIGHTS LEAD TO
BETTER ACTIVATION
R&D contribution Ideation
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What did we do?
This task based element allows us to explore the solutions space. Participants were asked to brainstorm on 3 idea topics. For each topic we asked them what their idea would be to solve the problem. The social dimension of the tool allowed for participants to vote on other ideas as well as start a conversation, bringing this brainstorm tool to a new dimension. We used the following idea topics: 1. Healthy chocolate ideas Many of the current chocolate products are a bit too unhealthy to be eaten in between meals. What could be a healthy chocolate product and how would it look and taste like? 2. I need to re-energize idea We all have those moments where we could do with a mental (and physical) boost. What if a great tasting treat could provide you with that uplift? 3. Let’s create a match The combo between chocolate and cold drinks is not always ideal. How would you optimise the match between chocolate and cold drinks? What is the main issue for the mismatch? What would be a good match?
THE
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IDEA CARDS
SURFING ON EACH
OTHERS IDEAS
POTENTIAL AND
THE WHY
T: +44 2078702573 M: +44 7891736285
http://uk.linkedin.com/in/lisaohlin
Thank you
Lisa Ohlin, Business Director FMCG & Retail
Let’s go on to the Q&A
Thank you for joining!