bas de luij advances in quant - 2011

A Presenta*on from The NewMR “Advances in Quan*ta*ve Research” Event

19 September, 2012

Event sponsored by Affinnova All copyright owned by The Future Place and the presenters of the material

For more informa=on about Affinnova visit www.affinnova.com For more informa=on about NewMR events visit newmr.org

Contextual surveys – going asynchronous for more context Bas de Luij, InSites Consul3ng

Bas de Luij, InSites Consulting, Netherlands NewMR Advances in Quantitative Research Event, 19 September 2012, Session 2


Contextual Surveys going asynchronous for more context

Bas de Luij

[email protected]

@basdeluy


At InSites Consulting we believe that market research should shift

•  From validation to collaboration

•  From asking questions to observing, facilitating, and joining conversations

•  From ad hoc and post hoc to always-on and in-the-moment

•  From rational thinking to emotional sensing

Our vision


How can we live up to this vision in quant surveys?


Are surveys a dead end approach?


Rethink and take it step by step •  How can we inspire both clients and

participants in more engaging surveys? •  How can we tell a lively story about

customers? And bring rich context next to numbers and graphs?

•  How can we can make people generate information?

Our challenge


Fusing methods, stretching boundaries

Fusion Using the ‘goods’ of qualitative This means: -  Stretching the boundaries of quantitative

research by adding (ethnographic) tasks next to questions

-  photo, video, explore their environment -  Stretching the boundaries of our profession by

adding co-research elements


platform within a survey no moderation, but automation ethnographic tasks next to questions

co-researcher tasks Interview a peer

explore your environment make pictures

enables participants to come back over time to complete in later stage


4th of July project


Your 4th of July party

Upload 6 pictures of you drinking and or ea*ng at the party. And describe your decision on what you are drinking or ea=ng at that moment with as much detail as possible: -‐ Why this food/drink? -‐ Why this moment? How did/do you feel? -‐ Why this brand? -‐ What are your thoughts when ea=ng/drinking? Good luck!

Example task


ForwaR&D lab test

Investigate the borders of task-based research in surveys

Investigate to what extent participants are capable and willing of taking up a researcher’s role in surveys

1 2

Add-on Find proof for contextual surveys being a good qualitative 3


ForwaR&D lab test

Investigate the borders of task-based research in surveys 1 Panel members are quite willing to participate in this type of survey.

38% (n=201)

62%

Yes N

o


ForwaR&D lab test

Investigate the borders of task-based research in surveys 1 Contextual respondents show a drop in their responses.

30% completed >80% of tasks

70% completed <80% of tasks

J

L


ForwaR&D lab test

Investigate the borders of task-based research in surveys 1

Leading to over

700 photos


ForwaR&D lab test

Investigate the borders of task-based research in surveys 1 Photo quality differs quite a lot.

~500 high quality/high relevance

~200low relevance/“google images”

J

L


Investigate the borders of task-based research in surveys 1

This type of research adds a new dimension to “straight lining”.


ForwaR&D lab test

Participants found it hard to complete the co-research tasks (interview someone at the party) -  Don’t like to interrupt party people -  Found it hard to convince people to

take part -  Didn’t like the idea of putting pictures

online

Investigate to what extent participants are capable and willing of taking up a researcher’s role in surveys

2


ForwaR&D lab test



ForwaR&D lab test


consumer story dashboard

to slice, dice, deep zoom into content fun, engaging, interactive experience


60%

80%

Of Americans who celebrate the 4th of July attend/organize a backyard barbeque.

4th of July (survey only)

Is (very) likely to consume beer during

this barbecue

Typical food at their party

Hamburgers 26% Hot dogs 22% Ribs 6% Potato salad 6%


4th of July (+contextual)

Unpretentious, relaxed, casual, food mostly home-made, using all American brands.


ForwaR&D lab test

The high quality responses truly enrich our data. Pictures, personal stories and visual material bring our respondents to live. The consumer story dashboard allows us and clients to immerse into their stories



Forward lab test

“Very cool and different survey”

“I think this survey was pretty fun! :)”

“good survey, i like this format.”

“Interesting survey...wouldn't mind doing another in the near future”

“I like this survey, it was fun”


To conclude…

1.  High potential

2.  Added value for clients Deliver ‘best’ of both worlds

3.  Learn more, improve more


Q & A

Ray Poynter VCU, Vision Critical

Bas de Luij InSites Consulting


Thank you

[email protected]

@basdeluy

Bas de Luij

A Presenta*on from The NewMR “Advances in Quan*ta*ve Research” Event

19 September, 2012

Event sponsored by Affinnova All copyright owned by The Future Place and the presenters of the material

For more informa=on about Affinnova visit www.affinnova.com For more informa=on about NewMR events visit newmr.org

Contextual surveys – going asynchronous for more context Bas de Luij, InSites Consul3ng

bas de luij advances in quant - 2011

Marketing

quantitative research

insites consulting

netherlands newmr advances

market research

coresearch elements

contextual surveys

engaging surveys

quant surveys