bernie malinoff main stage - 2011

Main Stage, November 3, 2011

The Road to Survey Extinction Bernie Malinoff, element54

A Presenta*on from the Fes*val of NewMR Main Stage – November 3, 2011

Bernie Malinoff, element54 (Canada) Festival of NewMR 2011 - Session 6 Schedule: 5:30pm – 7:30pm (GMT)

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Copyright 2011 element54 Inc. All rights reserved. Permission to copy and distribute this document is granted subject to the following: The materials provided herein are for internal, non-commercial use only, and any copies or portions thereof must include the copyright notice, and reference the author, element54.

bernie.malinoff@element-‐54.com @berniemalinoff

The Road to Survey Extinction


What’s the Problem?


Is it getting any better?


Research-‐on-‐Research Studies

Sexy Ques9ons, Dangerous Results

(2009)

Eyes Don’t Lie (2010)

How Far is Too Far (2011)


Basic, Flash, Gamification


The Battle Ground? -‐ Dinosaurs vs. Digital Warriors


(Public) Focus on Usability

Data Consistency

Survey Usability


Interface Options = Data Chaos


Purpose Driven Innovation -‐ eg: Straightlining

-‐32%

-‐54%


Not just visuals; think Game-‐based “wording”


Survey Completion Time & Respondent Enjoyment

Having fun, thinking more?


Barriers to Adoption/Evolution

Scalability Norms


Creativity vs. Scalability

“Gamifica9on is here to stay; the concept is simply too ubiquitous in the digital domain (and arguably intrinsic to the human condi9on) for market research not to incorporate

various aspects of game theory into the research process. The challenge will be scalability for those companies that depend on the produc7on aspects of data collec7on as key profit drivers; many aspects of the game process, par7cularly the user interface, requires as much art as it does science and

crea7vity is pre>y tough to opera7onalize”.

-‐ Leonard Murphy, @lennyism


Is ‘Basic’ survey extinction inevitable?


Q & A

Bernie Malinoff Element54

Andrew Jeavons Survey Analytics


ì Thank you

Copyright 2011 distribute this document is granted subject to the following: The materials provided herein are for internal, non-commercial use only, and any copies or portions thereof must include the copyright notice, and reference the author, element54.

Email: bernie.malinoff@element-‐54.com Twi\er: @berniemalinoff

Main Stage, November 3, 2011

The Road to Survey Extinction Bernie Malinoff, element54

A Presenta*on from the Fes*val of NewMR Main Stage – November 3, 2011

bernie malinoff main stage - 2011

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