mrsnz magazine - q1-2013

doing it ourselves

MRSNZMarket Research Society of New Zealand

InterVIEWMAGAZINE OF THE MARKET RESEARCH SOCIETY OF NEW ZEALAND | Q1 2013

read insight from auckland council,

anz bank, and check out what global players are doing with their customer

panels. p10

hello from the mrsnz committee

+smartphone

research mythbusting

+your letters,

our book review and much more!

see also

2 InterVIEW | Quarter 1 2013

Publisher: Market Research Society of New Zealand

The dedicated team which produced this newsletter includes:

Sue CardwellWing ZhengRitesh BisoiDes KiernanClaire Lloyd

Images are copyright to their owners and should not be copied without permission.

Copyright (c) Stock.XCHNG Photos, 123RF Stock Photos.

InterVIEW is published four times a year by an enthusiastic sub-committee

of the MRSNZ committee.The views expressed are not those

of the MRSNZ.

We welcome your input and your requests for advertising space.

Visit us:www.mrsnz.org.nz

Follow us:http://twitter.com/#!/ResearchNZ

Discuss with us:www.linkedin.com/groups/MRSNZ-

Network-3971139

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Layout and design of this issue by:Francine Chen

http://www.sxc.hu/

http://www.linkedin.com/groups/MRSNZ-Network-3971139


W elcome to the first edition of InterVIEW for 2013. I was delighted to see so many of you

at the 2013 AGM. We need your involvement in the Society, so it’s great to see people debate what’s best for the industry at events like the AGM. We have a great programme lined up with some special speakers in events through the coming year, so we hope to see you again soon.

In 2013, our industry will go through a phase of change and challenge. The InterVIEW team will help you keep your ear to the ground. If you have any burning issues or topics you would want us to cover, please let us know and we will make it happen.

The main feature in this edition looks at DIY Research. We hear about Auckland Council’s “Panel for the People”. Sue Cardwell interviews Albert Jessop and Andrew McCulley from ANZ Bank to find out more about their customer panel. And finally we look at how brands including Coca-Cola, Unilever and Ford are harnessing big data to create “magic”. Along with the regular content, we take a sneak peak at what life is like for those on the MRSNZ committee. I hope you enjoy the issue and look forward to seeing you all at upcoming events.

Patricio PaganiPresident of [email protected] | @patpagani

wordfromtheprez

Quarter 1 2013 | InterVIEW 3

mailto:Patricio%40infotools.com?subject=

https://twitter.com/patpagani

mailto:Patricio%40infotools.com?subject=

Quality online panel - our members are recruited through Ticketek New Zealand and other assets across Nine Entertainment Co.

Established in 2011, Nine Rewards NZ currently has 60,000 panel members and growing daily.

Our members are engaged, active and real consumers covering a wide range of interests and demographics across New Zealand.

Jump on the monthly omnibus, a fast and cost-effective way to capture timely consumer sentiment and perceptions on topics, products and trends.

We cater for every aspect of your online research fieldwork needs: sample, scripting, project management and data processing.

Contact Glen today for your one-stop online fieldwork solutions.

Real People, Real Insight!Delivering valuable data to help businesses make informed decisions.

027 608 9377 | [email protected] | www.ninerewards.com

Nine Rewards is owned by Ticketek Pty Ltd

FINAL1Feb.indd 1 1/02/13 12:50 PM

Quarter 1 2013 | InterVIEW

spoileralert!“This is not a world, at least

in the West, that is easy on

introverts.”“Data is like crude oil. It needs

refining before it becomes gasoline.”

“The best part is when the whole

becomes more than the sum of

the parts; when we create something great by bringing people together.”

“The biggest hurdle was when Nigerian customs confiscated some

of the product – so they could eat it

themselves!”

“The group’s aim is to increase confidence in the reliability of

political polls.”

Quality online panel - our members are recruited through Ticketek New Zealand and other assets across Nine Entertainment Co.

Established in 2011, Nine Rewards NZ currently has 60,000 panel members and growing daily.

Our members are engaged, active and real consumers covering a wide range of interests and demographics across New Zealand.

Jump on the monthly omnibus, a fast and cost-effective way to capture timely consumer sentiment and perceptions on topics, products and trends.

We cater for every aspect of your online research fieldwork needs: sample, scripting, project management and data processing.

Contact Glen today for your one-stop online fieldwork solutions.

Real People, Real Insight!Delivering valuable data to help businesses make informed decisions.

027 608 9377 | [email protected] | www.ninerewards.com

Nine Rewards is owned by Ticketek Pty Ltd

FINAL1Feb.indd 1 1/02/13 12:50 PM


The Society is delighted to say hello to a bunch of new members this quarter. If you’re among our new members, make sure you come and introduce yourself at our next event. We’re looking forward to meeting you.

If you know of anyone who would like to become a member of the MRSNZ, please direct them to the membership information on our website.

FULLNick Campbell News Works NZ

Melanie Greenslade Prime ResearchJulia Brannigan Nielsen

Luma Alaimoana Research New Zealand

ASSOCIATEPeter van Loon Gravitas Research and Strategy

Laura Duynhoven Focus ResearchAdam Durant Colmar Brunton

AFFILIATEHeidi Qin ABC Packaging International

newmembers

MRSNZtowelcome

InterVIEW | Quarter 1 20136

welcome

http://www.mrsnz.org.nz/wawcs0146302/idDetails=167/Membership-Information.html

7Quarter 1 2013 | InterVIEW

news draft guidelines for nz political polling 6

feature mrsnz committee says hi 18

innovations mythbusting 26save the date 25

letters 32 movers and shakers 34

book review by duncan stuart 36

who’s who 60 seconds with maria tyrell 39

mainfeature 10

contentpage


XDraft guidelines for New Zealand political polling have been agreed on by representatives of six major New Zealand polling companies — Colmar Brunton, Reid Research, Ipsos, DigiPoll, UMR and Curia. The guidelines can be found here and feedback will be sought from researchers and other interested parties before they are finalised later this year.

It is proposed that the mandatory aspects of the guidelines be binding on companies which are members of AMRO and researchers who are members of MRSNZ. Their purpose is to increase confidence in the reliability of political polls, and also to educate the media and the public on reporting and interpreting the polls.

The guidelines recommend best practices for sampling, collection methods, weighting, margin of error, timing and results.

The group has also produced a summary of best-practice reporting for media —see the 10 key points on the following page. Feedback, comments, questions and submission on the guidelines can be made to [email protected].

news&views

Council agrees on draft guidelines for NZ political polling

www.mrsnz.org.nz/wawcs0146308/idDetails=202/New%20Zealand%20Political%20Polling%20Guidelines%20%E2%80%93%20draft%20for%20consultation%E2%80%93%2016%20December%202012


Xnews&views

“The group’s aim is to increase confidence in the reliability of political polls, and also

to educate the media and the public on reporting and interpreting the polls.

Avoid reporting breakdown results from very small samples as they are unreliable.

Avoid the phrase “This party is below the margin of error” as results for low polling parties have a smaller margin of error than for higher polling parties.

It can be useful to report on what the electoral results of a poll would be, in terms of likely parliamentary blocs, as the highest polling party will not necessarily be the Government.

In your online story, include a link to the full poll results provided by the polling company, or state when, and where the report and methodology will be made available.

Only use the term “poll” for scientific polls done in accordance with market research industry approved guidelines, and use “survey” for self-selecting surveys such as text or website surveys.

If possible, get a copy of the full

poll report and do not rely on a

media release.

The story should include the name

of the company which conducted

the poll, and the client the poll was

done for, and the dates it was done.

The story should include, or

make available, the sample size,

sampling method, population

sampled, if the sample is weighted,

the maximum margin of error and

the level of undecided voters.

If any questions may have impacted the

answers to the principal voting behaviour

question, the story should mention this.

The story should focus on statistically

significant changes, which may not just

be from the last poll, but over a number

of polls.

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PANELapeoplefor the

When the Auckland super city was created in November 2010, the Communications and Public Affairs department of Auckland Council set up an internally-managed online panel of Auckland residents — the People’s Panel. I had previous experience managing online panels and I was brought on board in March 2011.

With the People’s Panel we aim to:

◆ Provide a quick, cost-effective, and flexible means to gather public opinion and feedback on Council’s plans policies and activities.

◆ Provide a recognised and consistent way for residents to have their say.

◆ Increase public awareness of council activities.

◆ Provide a means to recruit for other research activities eg. focus groups, forums.

◆ Publicise other consultation opportunities.The panel started with

a base of 4,000 members

(brought over from similar panels set up by Auckland City and Rodney Councils) and has now grown to over 10,500. Members join directly through our webpage, are recruited by us through other council research or are encouraged to join when taking part in other council consultation. We hold community events like BBQs or roadshows aimed at increasing representation from “hard-to-reach” demographic groups.

Our surveys cover a wide range of subjects, such as


mainfeature

by Liz MacFarlan

attitudes to Auckland’s air quality; awareness of rates communications; the Auckland Plan; and preparedness for a natural disaster. Most surveys are between 5 and 15 minutes long, with a mix of closed questions and a few optional open-enders, but from time to time we have longer consultative surveys comprised mostly of open-ended questions. We typically get 2,500 to 3,000 completes per survey.

Although the panel gives us great insights into the opinions of Aucklanders, we don’t see it as a stand-alone research panel for a number of reasons:

◆ The self-selected nature of members — the panel is likely to attract those who already know and are interested in council activities.

◆ Awareness of council plans and activities grows from being part of the panel.

◆ It is not fully representative of Auckland’s population as a whole.Instead, we think of the

panel as an “engagement panel” and members are encouraged to join as a way to shape the future of Auckland.

For this reason, some aspects of panel management differs from other online research

panels:◆ Members aren’t “retired”

because they have not participated in enough surveys or because they have completed too many.

◆ All members receive every survey (although there is no expectation they complete them all).

◆ We do not use quotas to ensure representation. We usually identify significant differences by demographics (eg. location, ethnicity, etc.) in the analysis, or if necessary, we weight the results.

>>>>>


mainfeature

However, despite these differences, parallel surveys conducted alongside other independent online research panels show that panel opinion is largely similar to the wider Auckland public, although panel awareness of Auckland Council activity may be higher.

Many of the techniques I use to retain the engagement and interest of panel members could be applied to all online research panels — for example:

◆ Avoid “officialese” and write emails and surveys in plain English.

◆ Give an accurate estimation of the time it will take to complete a survey.

◆ Try not to force responses to questions — for instance, I usually include “Unsure/Don’t know”, or “Prefer not to say” options for mandatory questions.

◆ Allow respondents to qualify closed-question responses by including a few optional open-ended questions.

◆ Carry out a yearly survey of members on the panel itself, asking what they like, what

they don’t, and what we can improve on.◆ Personalise communications so that

members know an individual is managing the panel and is happy to hear from them. I try to reply to all emails and, where necessary, forward their concerns to other council departments for follow up. Panellists are always very appreciative of a personal email and often express surprise that there is in fact a “real person” sending out the panel communications.

ReportingWe make key findings and full reports from all surveys available on the People’s Panel webpage. In response to panel feedback, this year I will also email key findings of different surveys to panel members. A “How the results have been used” section is included in all survey reports and findings.

What do members think about the panel?Most members are enthusiastic about


http://www.aucklandcouncil.govt.nz/peoplespanel

http://www.aucklandcouncil.govt.nz/peoplespanel

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online surveys generally and the fact that council is asking their opinion.

◆ “The People’s Panel is a great way for a wide number of people to have some input into their city, without needing to be aware of and attend every meeting.”

◆ “This is probably the first time ever that I have ever been asked my opinion about our Council, so it was great.”

However, the panellists also want to be assured that their views are being heard!

◆ “Give feedback on how People's Panel input has influenced the Council.”

◆ “Make it more useful in actually showing how it influences or changes policy rather than just being a PR activity.”

We feel we have a “duty of care” to ensure that surveys are only conducted when feedback will genuinely be considered by decision makers and also that results and outcomes are reported back to those who take the time to

respond.Even after many years of working with

online panels, I am still surprised at how enthusiastic people generally are about online surveys, and how willingly panel members are to take the time to give their views and feedback.

Auckland Council is increasingly looking to the People’s Panel to engage with the public on a variety of matters, and regards it as a valuable tool in its aim to make Auckland the world’s most liveable city. ◆

About the authorSince completing a MA(Hons) in History at

the University of Auckland, Liz has worked

for many years in information management

and research. More recently, she set up

UMR Research’s online panel and also

worked on the University of Auckland’s

“Growing up in New Zealand” longitudinal

research project. Liz is currently the Panel

Advisor at Auckland Council.

“Auckland Council is increasingly looking to the People’s Panel to engage with the

public on a variety of matters, and regards it as a valuable tool in its aim to make Auckland the world’s most liveable city.



Q&Amainfeature

Sue Cardwell (SC): What made ANZ start the panel?Andrew McCulley (AM): I created a customer panel in 2004 when I was at BNZ. At the time, BNZ wanted to do quick, cost-effective customer research, and the panel worked really well in delivering to this objective. One of the senior managers at BNZ left there and moved to ANZ. When I joined ANZ in 2007, he asked me to build customer panels for the ANZ and National Bank brands. SC: What are some of the ways you’ve used your panel to great effect?AM: We have found the panel to be an excellent resource for getting quick feedback from customers. The all-time speed record is for a project that got briefed about 8am in the morning, and we were able to report on findings about 5.30pm the same day. There were a few grey hairs that day, but the turnaround time was greatly appreciated by senior managers.Albert Jessop (AJ): We have been able to build a closer bond with panel members by regular online communication, such as

MRSNZ’s Sue Cardwell interviews Albert Jessop and Andrew McCulley from ANZ, to find out more about their customer panel.

Q&AQ&A

“Customer panels give us the ability to get feedback in

situations where our internal stakeholders

have no time and no budget. They

have enabled us to increase the volume of research we do, without increasing

costs.


mainfeature

thanking them for taking part in surveys, responding to requests outside the surveys themselves, and feeding back results from the surveys. SC: What would you do differently?AM: When we started building the customer panel, the main challenge was attracting customers to sign up. We did things like offering a chance to win a significant amount of money for registering, but this didn’t work very well. I wouldn’t do that again. What has worked better for us is asking customers who complete other surveys to join our panel.AJ: Our panel has grown to more than 40,000 members, and the challenge has been to keep customers engaged. In hindsight, a set plan of upcoming projects would have made it easier to keep members engaged, than waiting for ad hoc projects to surface. SC: What are the pros and cons of panels?AJ: We’ve grown our panel to the extent where it is representative of our customer base. It can provide more than just

indicative results in a speedy timeframe. Cons — we’ve yet to find an efficient panel management system.AM: Customer panels give us the ability to get customer feedback in situations where our internal stakeholders have no time and no budget. They have enabled us to greatly increase the volume of research we do, without increasing costs. But panels can’t do everything — we still do lots of research through agencies. SC: What is the future of customer panels?AJ: They are part of the market research landscape. The industry has adapted to include research panels, and they are a valuable tool in addition to other methods.AM: They are going to be around for the foreseeable future, but the successful ones will probably evolve more into research communities — where there is more two-way or even three-way communication between members and companies. Surveys will need to get shorter and more interesting, or else we risk shrinking the pool of survey participants down to a core group of survey junkies. ◆

Andrew McCulley has been in the market

research industry for 25 years, working

both agency and client-side, in NZ and

Asia. He has spent the

last 14 years with

BNZ and ANZ. He has

a strong interest in

non-verbal research,

especially facial

expression coding.

About the interviewees

Albert Jessop has 18 years of

experience in banking, with 12 years

client side in the

market research

industry. Albert has

a keen interest in

history and football

of any kind.


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4.61 987642.3 5 agree

Brands mix data

and ‘magic’

”At the end of the day everyone has the same

amount of data. Converting that into insight is the point;

that’s where it turns to magic.


mainfeature

new york – Brand owners including Coca-Cola, Unilever and Ford are attempting to find new ways of translating the insights from big data into creative, emotional and “magic” results for shoppers.

Coca-Cola, the soft drinks group, has access to more relevant consumer data than most firms, with over 57m “likes” on Facebook and some 18m users of the MyCokeRewards online loyalty scheme alone.

However, Joseph Tripodi, its chief marketing and commercial officer, argued that major corporations faced the obstacle of developing the necessary in-house capabilities to leverage the deluge of such information.

“One of the biggest challenges for companies like ours is building out the skill set to harness data and actually turn it into something useful. It’s like crude oil. It needs refining before it becomes gasoline,” he said, as reported by DigiDay.

Beyond this, Tripodi suggested it was important to mix the insights provided by analytics with a traditional component of the marketer’s craft.

“We can’t be obsessed or seduced by data,” he said. “At the end of the day that emotional response is still a necessity.”

Keith Weed, chief marketing and communication officer at Unilever, the FMCG specialist, similarly stated differentiation would only be achieved by drawing “magic” from facts and figures.

“At the end of the day everyone has the same amount of data because data is just people doing stuff. Converting that

into insight is the point; that’s where it turns to magic,” he said.

The flow of data is not one-way. Ford, the automaker, and Smart Design, the agency, have thus created the SmartGauge dashboard giving drivers updates on matters like fuel use per mile or their rate of acceleration, using easy-to-understand icons.

Raj Nair, Ford’s group vice president, global product development, told Research magazine: “What we need to remember is that data in its purest form is dull and not altogether useful to the everyday person.

“By visualising things in a different way, we are helping drivers get the most out of their vehicles and we are simultaneously learning new behavioural trends that will impact the next product development cycle.”

Josh Silverman, US consumer services president at American Express, also asserted that the explosion of new digital tools presented many opportunities, but necessitated equally pioneering alliances.

“The technology and marketing communities need to partner to get this right,” he said. “That’s where the opportunity is.” ◆

Data sourced from DigiDay/Research magazine; additional content by

Warc staff, 14 January 2013.

This article was first published on

warc.com on 14 Jan 2013: www.warc. com/News/Default.aspx?ID=30874

http://www.digiday.com/

http://www.warc.com/

http://www.warc.com/News/Default.aspx?ID=30874

http://www.warc.com/News/Default.aspx?ID=30874


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hellofrom the mrsnzcommittee


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find out what the members say abouttheir experience on the committee!


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Patricio Pagani InfotoolsFrom all the adventures that I’ve embarked on over the years, taking a leadership role in the thriving research community of New Zealand is definitely one of my highlights.

When I think about the time and energy it takes to represent the society, and count the number of good friends I’ve made through my last five years of service, the balance is nothing but positive for me. I’ve been invited a few times to speak on behalf of our industry in international forums, and cherished the opportunity to interact with fellow researchers outside of NZ.

Isn’t it fascinating to discover how deeply our issues relate to what happens in the most remote parts of the world? We are truly one industry worldwide, and we need to make an effort and connect with each other more and more every day. That’s what I encourage every one of our members to do: Network, talk, share, interact ... let’s learn

from our mistakes together and, as one team move forward this wonderful profession that makes us all proud.

Ritesh Bisoi InfotoolsBeing part of the MRSNZ Committee has been an invaluable experience for me. I have loved the committee’s passion and commitment, in what has been a challenging year for us. A highlight has been the opportunity to work with some inspirational individuals, while making great friends along the way. I believe working closely with the next breed of young researchers will take our profession to new heights, and make for a great industry.

Spencer Willis Comar BruntonIt’s a romantic ideal that involves far more time, effort and emotion than I ever anticipated. I joined to give something back to an industry I’ve come to love and feel


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part of, but the reality is that we have to give more than our time. You have to care, you have to think and you have to quickly learn to navigate your way through topics, agendas and people better than you’d done previously in order to be effective. In short, being part of the Committee is a two-way relationship: You get out of it what you put in.

The obvious answer to what I have liked about being on the Committee are the people: the relationships you build with other Committee members, but in truth, it’s the results we produce that excite me. What the team have done with InterVIEW magazine this past year is nothing short of brilliant, the individuals who put together the Awards Night really created something memorable and gave me an enormous sense of pride.

The thing that really excites me is the debate around important issues that matter, the AMRO/MRSNZ merger for example, debating the issues that need resolving,

working hard to get action points agreed and making inroads into situations that will make a difference — that’s exciting.

The last couple of years on the Committee have been amazing, and the Committee members, who’ve largely been the same, have been awesome — but I do think it’s time we built on that momentum and some new, fresh, innovative, experienced brains joined the group and added some fresh impetus.

One or two client-side researchers and an old fellow looking to add some sage advice to the mix maybe?

David Farrar Curia Market ResearchI became a Committee member because I fell for the old trick of “We need someone else from Wellington to be quorate”! Despite my accidental induction, I’ve had a fun year on the Committee with a great bunch of people who share a passion for the industry.

A personal highlight was leading our quiz


“team of Mixed Ownership Models to victory in the Wellington quiz night.

More seriously, it has been very interesting being on sub-Committees that deal with (sometimes very random) questions seeking advice on acceptable or ethical practices, and working on how to improve our online presence. You’re never in danger of being bored!

Nicola Legge IpsosBeing a Committee member is a great opportunity to meet people within the industry you may not usually get to talk to and to put ‘faces to names’ for some of the more famous (or infamous?) personalities within the Society.

Listening to the more experienced hands around the table, you get a good understanding of the passion most researchers share for our profession, and the common issues we face and creative solutions people have found, or that we can work on together. You can be part of the solution, opening doors from the inside, rather than throwing stones from outside or carrying on in (blissful?) ignorance.

As a way of learning about the Society and our industry, as a way of meeting interesting people and as an opportunity to be challenged to take a view beyond the four walls of your own office, being a Committee member is a great place to start.

Sue Cardwell InfotoolsBeing a Committee member means being connected in the industry, getting ‘the big picture’ of what’s going on.

The best part is when the whole becomes more than the sum of the parts; when we create something great by bringing people together. Life on the Committee is sociable, and you encounter skills and knowledge that you wouldn’t in normal research life. I was really impressed by how the current Committee risked big and won big on our amazing 2011 Conference. I love all the ideas which come out in an InterVIEW magazine planning session.

Every researcher should consider a term on the Committee. You not only get to make our industry greater, but you get a wider perspective on your industry than you will ever get from within your organisation.

The best part is when the whole becomes more than the sum of the parts;

when we create something great by bringing people together.

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Wing Zheng Research NowTo be a Committee member means opportunities to work with a bunch of smart and passionate people (i.e. people who can be bothered to put in the voluntary hours to make a difference).

I like hearing/seeing the banter and sometimes comments that can be a little hard to swallow being tossed around in meetings and emails. I still remember the giggles after the initial shock on a Committee member’s comment about the woman in the design image of some marketing material being “the dominatrix woman that just needs a whip” — imagine having to deliver that feedback to the graphic designer who stayed up until 2am for the design work!

It also looks good on your CV!

Lisa Healion Prime ResearchBeing part of the MRSNZ Committee means being a part of a team, being involved in a wide range of activities and contributing to the development of our industry. We work in such an interesting and diverse industry and it has been especially rewarding helping organise MRSNZ events.

Kris Mayo NeilsenMarket research is such a great industry to work in — there’s so much variety in the projects we do and the people we come across. Being on the Committee, you get to understand the challenges the industry faces, and to participate beyond your usual space — qual/quant, client/agency, Auckland/Wellington!

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Arianne Dalton Prime ResearchBeing part of the MRSNZ Committee can be very rewarding. It’s great to be able to make a direct contribution to the development our industry and it’s even better seeing the smiles on everyone’s faces after they have had a great experience at an MRSNZ event!

Marcia Noda Auckland CouncilBeing a member of the 2012 MRSNZ Committee has been a thoroughly rewarding experience for this mum of three returning to the Research Industry after having a break to start a family. I am honoured to have been able to work alongside some of the best research thinkers in the country and re-immerse myself in ‘all things research’. Looking at the challenges we face as an industry, it’s been a rollercoaster ride ... but what an exciting time to have been on the MRSNZ Committee!

Desmond Kiernan Colmar BruntonTo me, being a Committee member means supporting the local industry and helping to create opportunities for local researchers to professionally develop, network and voice their unique and varied perspectives.

The opportunities the MRSNZ has to encourage and support new market researchers in the industry are really exciting! We can help to make a huge difference and reinforce and drive our

industry into the future!Finding the time to be involved in the

MRSNZ is sometimes a challenge; however, feeling that you’re helping to make a real difference to the landscape of market research in NZ makes it worthwhile.

It’s been fantastic to have the opportunity to work with other researchers who are often seen as our competitors. It reminds you that at the end of the day, we’re all working together towards the common goal of giving the consumer a voice.

Catherine Frethey-Bentham University of AucklandBeing on the Committee (on and off) for a number of years has enriched my career and life immensely! It has put me in touch with the research community, which has allowed me to learn so much more, make contacts and get projects underway that otherwise would not have been possible. I have made many friends along the way and have some fantastic fun while doing it!

What excites me is the energy among the Committee and associated MRSNZ members. We are a collegial bunch of people and really want to further the industry and see it move forward.

Funniest moment: Spencer splitting his pants at the 50th birthday celebration (not sure if we can publish this one ... ha ha!). (Ed: are you kidding?) ◆

“At the end of the day, we’re all working together towards the common

goal of giving the consumer a voice.

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“

innovations

Smartphone research

Martin Tomlinson, Client Development Director, Research NowAccording to the Oxford English Dictionary, “myths are traditional stories” or a “widely held but false belief or idea”.

In research, tradition certainly forms some of our myths. As new modes and methods emerge, we take the traditions and lessons we’ve learned from the mainstream practices and do our best to apply them to the new modes. Many have factual origins, like thinking about how length of interview has changed over the years, and how that might apply to mobile.

The key thing all myths have in common is that they are unproven. As Research Now has developed and grown its mobile business, we’ve taken on the task of myth-busting. We want our recommendations and business rules to be based on science and measurement rather than assumption and tradition, and we’d like to share what we’ve learned with you.

We’ll be talking about three myths in this article.

MYTH-BUSTING:confirmed, busted or plausible?

As new modes and methods emerge, we take the traditions

from mainstream practices and apply them to the new modes.


1 The people who take smartphone surveys can be slightly different.

Firstly, it’s important to define who can take a smartphone survey. While smartphone penetration is rapidly growing, as a new technology it is still at an early adopter stage. Therefore, mobile survey participants on a mobile device are understandably skewed towards the more affluent and younger age groups. Research Now’s panellists who downloaded the app show this trend, in both the United Kingdom and Australia, with over 70% falling into the 16 to 34 age bracket in Australia. Similarly, the mobile respondents also fall into the more affluent groups, with more than 22% sitting in the earning bracket of over $100,000.

GENDER

AGE BAND

GROSS ANNUAL INCOME

male

16-24

Less than $21,000 6. 4%10.0%15.1%17.7%13.2%22.3%15.2% 0.0%

17. 4%11.59%

20.23%15.99%

20.38%14.41%

$21,000 to $40,999$41,000 to $60,999$61,000 to $80,999$81,000 to $99,999Over $100,000Would rather not say

28.6%42.5% 27.1%

24.2%

25-3435-44 19.5% 20.0%

45-54 6.1% 15.1%

55-64 2.5% 9.7%

65 plus 0.7% 4.0%

36.6%63. 4%

38.0%62.0%female

In the top right table, age can already be seen to be levelling out, as price wars and special offers make it more affordable to purchase the handsets.

Findings also suggest that the smartphone is a valuable channel for accessing male respondents — a segment that continues to prove challenging to engage. A Google study across 14 core European countries showed that smartphone adoption was higher in males for all countries1. The preliminary 1,600 panellists to download the Research Now app demonstrated this split, with 46.1% males. This sat closer to national average than the traditional online panel.

VERDICTThis test does suggest there are slight variations between the traditional online and mobile respondents. Nonetheless, we suggest that this will iron out as adoption becomes all encompassing.

Therefore, we recommend defining the population of interest and ensuring you set inbound or compete quotas rather than “take what you can get” from a mobile panel. But are there more than demographic implications?

That brings us to our second myth to test.

mobile panel

online panel

plausible

Source: Research Now Smartphone Panel Profile, 6 Feb 2012

>>>>>1 www.slideshare.net/amover/smartphone-

usage-and-mobile-attitudes-2011-10147105


innovations

To test this theory, we ran parallel tests with nearly 30,000 people globally on a range of topics, with a focus on mass population sporting events. To keep the A/B test free from other biasing factors, we used the same source for both survey populations (e-Rewards

online panel), with the only difference being survey mode. While we saw demographic differences as noted previously, here are the results from three of the survey questions where the data was weighted to match on age, gender, income, and ethnicity.

Q1: THINKING ABOUT SPORTS IN GENERAL, STATE HOW MUCH YOU AGREE OR DISAGREE WITH THE FOLLOWING STATEMENTS

I am only interested in major sporting events

I love watching all sports

I play/participate in sports regularly

Sports really don’t interest me

Watching/engaging in sports is important to me

There are more important things in life than sports

The Olympics will increase my interest in sports

The Olympics will make me more active in sports

I will watch the Olympics with friends and family

There are more important things happening in the world than the Olympics

2.95

3.11

3.12

2.18

3.51

3.57

3.24

2.75

3.66

3.60

2.97

3.14

3.22

2.17

3.56

3.56

3.31

2.85

3.72

3.59

MOBILE (MEAN)

WEB (MEAN)

2The actual data you get from smartphone surveys will be different from the data you collect from online surveys or other data, because the people are different attitudinally and behaviourally.


Quarter 1 2013 | InterVIEW

In-the-moment responses are just one of the opportunities which smartphone

research opens up. And what can be more time-critical than political polling

and, particularly, elections?

During the 2012 US Presidential election, a major American media company

wanted to get TV viewers’ reactions to an election night special on one of its

networks, as well as to advertising run on the network during the show.

Research Now Mobile created a mobile study with two groups: A test group which watched the special and

a control group which did not.

The study, which was offered both via native app and web app, was

completed by 515 respondents in the control group within 1.5 hours of

launch, and by 577 respondents in the test group during the same time period. Respondents who took the survey using

the native app were asked to upload audio and video clips.

Key features used:◆ Native app/web app surveys

◆ Media upload

Key benefits:◆ Rich in-the-moment data and insights◆ High level of respondent engagement

◆ Speed/field time efficiencies

Case study:Election night survey

Q2: DO YOU SMOKE CIGARETTES EvERY DAY, S0ME DAYS OR NOT AT ALL?

Daily

Some days

Not at all

Q3: THINKING ABOUT WAYS IN WHICH YOU HAvE OR WILL BE WATCHING/FOLLOWING THE LONDON 2012 OLYMPICS, WHICH OF THE FOLLOWING METHODS WILL YOU BE USING?

VERDICT

Once weighted to demographics, we found no differences on either attitudinal or behavioural data across the entire survey. While differences may have been found had the differing sources been used, or had we compared to an offline mode, the overriding belief that mobile people are different from non-mobile people was proven false when all other factors are held constant. Myth busted!

BUSTED!

TelevisionNewspapersNews websitesRadioUpdates from friends/familySport website(s)Official London 2012 siteFacebookMagazinesMobile phone appsSite(s) from sponsorsTwitterOther social networksAttending live eventsBlogs

sidebar

innovations


innovations

3 You can’t ask smartphone participants to do very much. Smartphone surveys have to be very short and very easy.

To test this belief, we reviewed the more than 150 mobile projects we’ve completed at Research Now, and compared the completion and response rates to each other, and to what we would typically see from an online survey.

Here’s what we found:▶ Response rates are very healthy for all of the surveys, indexing higher than online survey response rates, likely seeing a novelty lift, as was seen in the early days of online.▶ Completion rates are high on some projects, and lower on other projects.▶ Lower completion rate surveys appear to have three issues: Content, format, and length.

■ Survey content: Asking respondents to do too much (multiple audio and video tasks, for example) or engage with content that is uninteresting or hard to remember.

■ Survey format: Trying to retain online questions in a mobile environment, resulting in difficulty maneuvreing through the survey.

■ Length of survey: Surveys longer than 25 minutes, often due to the survey content and format issues above.

VERDICTWe have seen very successful longer surveys, including 14-day diary activities where the average participant completed 13 of the 14 days. However, these surveys were designed specifically for the mobile environment. Myth Plausible (dependent on survey design).

plausible

CoNCLUSIoN

As I reflect on these findings, and on my prior experiences with mode changes in research, I quickly feel a sense of déjà vu. Does this sound familiar: “A new survey mode with higher respondent engagement due to ease and experience, but which comes with the need to adjust our instruments and better our practices.”

These findings mirror what we noticed in the migration from CATI to online. During that time, we had the opportunity to reinvent the surveys we present and the ways we go about collecting data. Many believe we squandered that opportunity, placing our concerns about comparability ahead of the survey takers’ need for a better experience and sacrificing one error type for another. Here’s to hoping we don’t miss our second chance! ◆



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letters

We recently completed a sensory study in Nigeria. While the

prospect of conducting research in a developing country was exciting, we were aware that we had to approach it differently and to be prepared for the worst.

This was just as well, since we had a few hurdles along the way. The biggest hurdle was when Nigerian customs confiscated some of the product (so they could eat it themselves!). This left us short on product, thereby requiring us to reset our target numbers.

We also didn’t have control over how the research was conducted and had to

”The biggest hurdle was when Nigerian customs confiscated some of the product (so they could eat it themselves!).

Dear Editor,

Research in developing countries

rely on the fieldwork team in Africa to follow our testing protocols to the letter.

On top of that, there were time differences and language barriers that needed to be dealt with.

On the plus side, we gained insights into a different market. In addition, it enhanced our knowledge and experience when dealing with international projects and clients.

To the readers, I would love to know about your experiences when conducting research remotely in developing countries.

Jessica BalbasColmar Brunton Sensory team


Members will watch the appointment of new MRSNZ Committee members

with interest this year. Does the new Committee have the

wherewithal to take our industry to new heights? Will they rise to the challenges and opportunities of the coming year?

2013-14 promises to be a challenging term for the MRSNZ. With industry body consolidation on the horizon, the MRSNZ could look very different after 12 months. And with many viewing a proposed merger as a threat, the Committee members will have a tricky course to steer in order to stay in members’ good books.

didyouknow?

Dear Editor,

But the real risk is that looking internally will distract the industry from the real challenges — and opportunities. Doing what we’ve always done won’t cut it any more.

Today’s organisations require up-to-date approaches to taking a brief, gathering data and delivering insight. The industry can’t afford introspection. It needs to focus on upskilling and smarter ways of doing things.

How does the MRSNZ plan to facilitate our growth as an industry?

A concerned ex-Committee member,Auckland

“The industry can’t afford retrospection. It needs to focus on upskilling and

smarter ways of doing things.

Same old or the guts to take a stand?


Focus Research / NeedScope International welcomes Laura Duynhoven to the quantitative team. Laura completed a Bachelor of Science in Maths and Geography from Victoria University, and has been teaching maths at an Auckland high school for the past two years. She joins Focus as a Quantitative Research Assistant.

We’d like to congratulate Sophia Blair, who has been promoted to Qualitative Research Executive. Colmar Brunton is pleased to welcome Sergey Kervrukh, Account Manager; Sarah Bolger, Group Account Director; Adam Durant, Qualitative Project Manager & e-Qual coordinator; Erika Meyer, our new receptionist; Jane Paterson, James Kelly and Roel Michels who have joined our Data Services team; and lastly Jerren Naidoo, Project Manager for Consumer Link.

With the welcomes we also have a few goodbyes: Rhys Donald and Tony Lai, Marketing Science; and Macushla Howell. They have all moved on to explore new challenges. Ipsos says a sad goodbye to Duncan Stuart and Sue Cardwell, whose expertise and passion will be sorely missed. Sue will be move into a marketing role for Infotools in mid-March. Duncan has dusted off and re-ignited his own company, Kudos Organisational Dynamics, and will be

consulting and researching out of his Parnell office.

“It was good to take a break from my own company for 19 months — no regrets about that — but it does feel jolly nice to return home.”

In his first week, he picked up a contract to do text analysis for a London-based client and managed to raise $12,000 for the school he supports in Cambodia. “I definitely need to give these kids more time this year,” says Duncan.

We give a warm welcome to new arrivals: Christine

MoversAND

Shakers

http://www.savong.com


MoversAND

Shakers

Dangel’s new daughter Emma Lucia and Diana Pop’s new son Mihai Tudor.

Nielsen We are excited to announce some new additions to the Nielsen team — Ami Durlabh has joined the CR Quant team as a Client Service Exec in Auckland, and Ananda Sutjijoso has joined as a Client Service Exec in Wellington. We are also delighted to welcome Julia Brannigan as a Senior Manager Qualitative, and Jane McKellar as a Senior Manager, Quantitative. Finally,

a big welcome to Gabby Squires, Grishma Shah and Carolina Diaz to the RMS team.

After more than 14 years in a variety of roles with Nielsen, Shelley McGrath sadly left us mid-January to take up new challenges as Service Delivery Manager with a technology company based in Albany. Aaron Blair will also be leaving us but only as far as the Sydney office. We wish you both all the best.

More in the shakers category, congratulations to Linda Moore, who has

accepted to lead the Pacific DA EDC team — she’ll now be keeping an eye on those Australians as well as keeping NZ running. And finally, some baby news ... Caro and Sean Izzard are proud to announce the arrival of Theo Peter Izzard, a new brother for Lucas.

Infotools Busy times at Infotools as Sue Cardwell (ex-Ipsos) moves into a marketing role. Also joining the company is Etabs’ James Rock who is taking up an Engagement Manager role working on the Microsoft account; Roger Ko from Nexus Research who is taking up a Project Executive role. Ada Poon (ex-Colmar Brunton) is moving from Westpac to take up a database specialist role, as is Miriam Wignall, who is moving from Infield International. Joydeep Nandi is moving to Infotools from Nielsen, India to also take up an Engagement Manager position.

They are still looking for more project executives. ◆


When Carl Jung first discussed introversion

and extraversion, he did so at a pivotal time in the history of human psychology. His work (c1921) coincided with the popularisation of psychology as a subject for common discussion. Perhaps in the context of a radically changing post-war society, this is not surprising. From being a closet subject — laced with Freud’s insistent references to sex and to such disturbing phenomena as the Oedipal Complex — psychology went mainstream. Within a few years, for example, Myers and Briggs borrowed heavily from Jung’s writings and basically franchised a whole system, still used by HR managers everywhere, to classify personality types.

One of the keys axes of the model is extraversion and introversion, which is not to be confused with the similar terms

“shyness” and “outgoingness”. It is possible to be an extravert but pathologically shy.

Now, in the 20th century context, the dominant expression of Western culture has been extraversion. Last century was not an era when quiet, thoughtful types were celebrated. It was a world that idolised the loud, glad-handing extraverts; the affable types with powerful networks, booming voices and a dominant set of social skills.

This is not a world, at least in the West, that is easy on introverts. Think

Joe College or those awful and highly social teen females who dominate campus life (at least as portrayed in Hollywood media) through their easy popularity. The losers? The nerds who prefer quiet, study and non-team activities.

Into this world comes Susan Cain’s book, Quiet: The Power Of Introverts In A World That Can’t Stop Talking. It begins, and ends, as a plea for recognition on behalf of the (roughly) one third of us who err toward the Introvert end of the scale. And for a while, Cain sets up a pretty good social history-based argument

bookreview

Introverts in anExtravert

world?by Duncan Stuart


“


bookreview

about how Western culture has become more rah-rah! and less well-suited to those who do not need the company of others to feel content. I particularly liked her argument about open-plan offices, which are predicated not just on greater population density per square metre, but on the virtues of teamwork. Well, as her figures clearly suggest, the architecture actually leads to a loss of productivity and a rise in stress — especially for introverts. Enough of the clatter and clamour! Let me think!!

But where I take issue with Cain is when she steps into discussion of Asian versus Western cultures. She works off the assumption that Asia is heavily introvert, and Asians for that reason have a hard time operating in Western cultures. She interviews, somewhat selectively, Asian students who complain that in class, Westerners seem to get points simply for talking — even if the content is not very intelligent. You get rewarded simply for being an extravert.

In my view, Cain is simply wheeling out stereotypes, the quiet inscrutable Asian for one, and doesn’t explore whether Asian extraverts might not simply have a different

way of being extraverted. She doesn’t cite any of the fascinating studies about drinking cultures in different nations, which show that different cultures have quite different outlets for exactly the same human drives. For that matter, she doesn’t appear to have gone to a typical large Chinese restaurant for Yum Cha. Talk about quiet and Asian. Not.

So by the end of the book, I feel Cain

gets further and further onto thin ice, and her repetitive arguments may appear well researched, but are nevertheless extremely biased. Hey, I’m left-handed and I’m sure I could use her reasoning to come up with a book which shows how the world would collapse if it wasn’t for us left-handers. (I’ll ignore George W Bush in this case.)

That’s a shame because at the heart of

the book is a deeper argument that Cain could so easily have made: That we live in a one-size-fits-all culture that still needs to be more flexible and inclusive. Whether you’re extra, intro, ambi, gay, straight, lefty or righty. Quiet starts off with a good argument, and is one that is well worth considering. But it is a shame the book doesn’t stop until about page 60. ◆

Duncan Stuart says Susan Cain is dealing with stereotypes by assuming all Asians are heavily introvert.

Quarter 1 2013 | InterVIEWQuarter 1 2013 | InterVIEW

Friday night drinks? Meet me at: The local fish and chip shop with my 5-year-old son who has exactly the same every Friday night!

To relax, I: Go to the movies, dinners out and most importantly, I don’t get emails to my phone — my time is my time.

InterVIEW is coming to dinner. I’m cooking: What would a bunch of researchers like? The house specialty is cheesecake so we might just go straight to dessert.

The music I’m listening to now is: What I’ve always listened to — Guns N Roses, Journey, Split Enz — anything 80s!

My dream holiday would be: On safari in Africa — done it four times and it never gets old!

An ideal weekend is: At a beach, with friends who have boys the same age so they do their thing and we do ours! (But of course ensuring they don’t drown or similar!)

People who have inspired me recently: Bruno Bettelheim. Reading his book The Uses of Enchantment — a great insight into the timelessness of fairy tales and why archetypal stories are so important in our childhood!

The best thing I’ve learnt in my career is: Love what you do, if you don’t, get out and find what you do.

The MR innovation I’m most excited about: Well, our new NeedScope software is unbelievably innovative — who needs big data!

When I win the jackpot you’ll find me: You would never know I won!

My worst job was: Making Rubik Cubes as a holiday job.

If I wasn’t a market researcher I would be: Conservationist or a wildlife photographer.

other researchers should contact me if: They want to know where to go in Africa, or how to stay in love with what you do. ◆

60 seconds with Maria

Tyrrell

Maria Tyrrell is Managing Director

of NeedScope International and

Focus Research. Her roles include the development and

strategic management of the business as

well as consulting and training of NeedScope

— both locally and internationally. Maria

is a former MRSNZ President and now

Fellow of the Society.

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