Conquering the Challenge of the Dirty Little “R” Word

A New RepresentativeStandard for Online Research

Steve GittelmanPresidentMktg, Inc.

Jeff WelchPresident

Opinionology

Online Respondents: A Congestible ResourceOnline Respondents: A Congestible Resource

Demand for online respondents outstrips easily available online resourcesCO

MBA

TFISH

ING

Mixing as an Operational FixMixing as an Operational Fix

Mixing solves the operational constraints, but each cookie can have a unique taste

Mixing samples is more difficult than mixing cookiesMixing samples is more difficult than mixing cookies

Blending Creates Online ConsistencyBlending Creates Online Consistency

How does blending differ from mixing? 

To blend is to mix so that the parts are no longer distinct

A blend is…A blend is…

Demographics are not enough

Blending variables must explain variance in data

With standards we move closer to creating representative samples

Multi‐mode based standards grounded in science may make a more cogent argument

Consistent Grounded

Evaluating A BlendEvaluating A Blend

Is the model efficacious?

Is the model adequately operationalized technically to be economical and scalable?

The Test: A Brave New WorldThe Test: A Brave New WorldA three way comparison hosted by Phoenix Marketing International using the base wave of their Consumer Payments Study (CPS).

Three companies completed independent samples:  

1.  Panel “A” using traditional sampling methods‐‐‐‐2500 interviews.

2.  GMI using Pinnacle™‐‐‐‐1000 interviews.3.  Mktg, Inc. using RealID® behaviorally 

balanced sample provided by Opinionology‐‐‐2000 interviews.

Phoenix Marketing International (PMI) Consumer Payments Study:  Quota Completion

PMI Consumer Payments Study: Survey Metrics of Interest(Metrics provided by PMI)

The following questions were used in a segmentation analysis:The following questions were used in a segmentation analysis:

Over the next three years, I will use my debit card more and my credit card less oftenIf a merchant offered me a discount or reward for using a certain payment type, I would be more likely to use that type of payment

I understand the differences between a PIN-based and a signature-based debit card transactionI would be more inclined to deposit checks at ATMs if I could get a printed image of my checks as a receiptI would rather use an ATM at the bank branch office than wait in line to see a bank tellerI feel that it is safe to transact online (shopping or banking online)I would pay more bills electronically if I could pay with my debit cardI would pay more bills electronically if I could pay with my credit cardI am willing to pay a $5 fee to make an instant payment by telephone to avoid being late for some bill paymentsI would use a prepaid card to pay some bills if it were easy to use and my providers accepted itI would use a prepaid card (not connected to my bank or card accounts) for Internet purchases if most merchants accepted itI would like to have an anonymous payment method for buying digital items online (paying for music, video, news, etc. from a pre-loaded account, and not revealing my identity)

I am willing to pay a one-time fee of about $6 to purchase a re-loadable pre-paid gift card that can be used at any merchantIf my bank offered it, I would use a person-to-person payment service that lets me easily send money to others from my bank account

If I used a person-to-person payment service, I would prefer using a cell phone to using a computer to send the money from my account

I have strong concerns about using my cell phone to make purchases if the payment is connected to my credit card accountI have strong concerns about using my cell phone to make purchases if the payment is connected to my checking or savings account

I am willing to use a secure store fingerprint system that lets me pay without having to show my card or checkI am willing to use a card or device, connected to my credit card account, where the payment is activated by waving it near or tapping it on a payment terminal rather than swiping it through a terminal

I am willing to use a card or device, connected to my bank (debit card/checking/savings) account, where the payment is activatedby waving it near or tapping it on a payment terminal rather than swiping it through a terminal

If a merchant gave me a 2% discount for using cash, I would use cash for that purchase instead of a debit card or credit card.

PMI Consumer Payments Study: Segmentations ‐ Overall

PMI Consumer Payments Study: Segmentations Within A Demographic Cell

PMI Consumer Payments Study: Segmentations Within A Demographic Cell

PMI Consumer Payments Study: Segmentations Within A Demographic Cell

PMI Consumer Payments Study: Segmentations Within A Demographic Cell

PMI Consumer Payments Study: Segmentations Within A Demographic Cell

PMI Consumer Payments Study: Segmentations Within A Demographic Cell

PMI Consumer Payments Study: Segmentations Within A Demographic Cell

PMI Consumer Payments Study:Aggregate Data Against Non Quota‐Controlled Benchmarks

(CPS – Dec. 2010)

PMI Consumer Payment Study: Average of Within‐Cell Deviations Against Non Quota‐Controlled 

Benchmarks

PMI Consumer Payments Study: Average Deviation Against Non Quota‐Controlled Benchmarks

PMI Consumer Payments Study: Average Deviation Against Non Quota‐Controlled Benchmarks

PMI Consumer Payment Study: Average Deviation Against Non Quota‐Controlled Benchmarks

PMI Consumer Payments Study: Average Deviation Against Non Quota‐Controlled Benchmarks

PMI Consumer Payments Study: Average Deviation Against Non Quota‐Controlled Benchmarks

PMI Consumer Payments Study: Average Deviation Against Non Quota‐Controlled Benchmarks

PMI Consumer Payments Study: Average Deviation Against Non Quota‐Controlled Benchmarks

PMI Consumer Payments Study: Average Deviation Against Non Quota‐Controlled Benchmarks

PMI Consumer Payments Study: Average Deviation Against Non Quota‐Controlled Benchmarks

PMI Consumer Payments Study: Respondent Quality

How does RealID® work?How does RealID® work?

•Standard Questionnaire thirteen minutes in length.

•All respondents are pre‐profiled.

•Generates ten segmentations‐‐‐Buying Behavior (37 variables), Sociographics (31 variables), Media (31 variables) plus seven market segmentations:  package goods, small electronic devices, banking, etc.

•Creates a behavioral fingerprint.

The Grand Mean: Creating the standard with different modes using the same profiling questionnaire

The Grand Mean: Mode Optimization

(Three sources: CPS, Nielsen, Pew)

The Grand Mean: Mode Blending Optimization Outcome

Real ID® Method: Mid‐Survey Tracking & Correction‐Buying Behavior

Respondent

Stage 1•Digital Fingerprinting

•Sample Metrics™ Verification Score

Stage 2The Grand Mean 

Project ®Profiling Questionnaire

Engagement by Qmetrics®

Hyperactivity Score

Additional Data‐basing points

Segmentations

Micro ‐ Behavioral Profiling™(Patent pending)

Mid Study Correction

(Patent Pending)

Profile Exchange

Consistency

Grand Mean 

Segmentations

RealID®

Accutrac™Respondent Accuracy Metric

Longitudinal Consistency 

of Respondents

(Patent Pending)

Questions?Steve Gittelman, Ph. DOffice #: 631‐277‐7000Cell #:  631‐466‐6604Steve@mktginc.com

Thank you!

Jeff WelchOffice #: 801‐373‐7735 Cell #:  801‐360‐9007jwelch@opinionology.com