steve onufrey inovum, llc. building a survey to develop addressable minds focus on rating questions,...
TRANSCRIPT
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Steve OnufreyiNovum, LLC.
BUILDING A SURVEY TO DEVELOP ADDRESSABLE MINDSFOCUS ON RATING QUESTIONS, ELEMENTS & CATEGORIES
Mathematical Instituteof the Serbian Academy of Sciences and Arts
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Agenda
1 Addressable Minds Flow – how it’s done
2 Survey – how panelists see it
3 Conjoint analysis
4 Element & categories: how to create and group messages
for your survey
5 Loading and running a survey in IdeaMap
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Create Addressable Minds messaging for potential students
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DEVELOP SURVEY QUESTIONS
Potential Students
ANALYZED SURVEY RESULTS → Addressable Minds
INTERNET
IdeaMap™SUY SURVEY
IDENTIFY TARGET MARKET
Total Sample
Seg 1 Self Driven Online
Banking Seekers
Seg 2 Technology/
High Security Seekers
Seg 3 Collaborative
Online Seekers
Seg 4 Personal Touch with Technology
Base Size: (267) (105) (50) (59) (53) Constant: 31 34 28 31 26
OC1 Connect online in 'real time' with a customer rep via instant messaging, voice over IP or video conferencing via your computer 0 2 2 5 -13
OC3 Faster loan application process…work in real time online with a loan officer 0 0 -8 12 -8
OC4 Our bank's customer service reps will help you browse and use our online banking services -1 0 -6 10 -10
OC2 Use our online tool to find and schedule at your convenience an online working session with an expert such as investment broker, insurance agent, and/or loan officer -3 1 -11 6 -12
ON3 We will answer all your requests in 'real time' by email, instant or text messaging 1 7 -11 3 -1
ON4 We offer 'On demand' status reports for services requests (e.g., loan application) delivered to you via e-mail, text or instant messaging
1 6 -4 -3 0ON2 No more paper mail... We will send you statements and images of
transactions securely by email -2 5 -17 -5 2ON1 We allow you to pay bills securely using your mobile devices (cell
phone, PDA, Blackberry, etc.) -4 2 -13 -9 -2
BR3 We offer a bank-issued smart card so we can recognize you entering the branch and process your needs faster 4 2 6 -3 13
BR4 Choose a secure eye or finger security scan to identify you immediately in-branch and at ATM 4 3 10 -1 3
BR2 We have the most secure biometric system that identifies you as you enter the branch so we can process your needs faster 2 -1 8 -5 6
BR1 We will recognize our customer's mobile phone signal when entering a branch so we can recommend appropriate bank products, promotions and special services -4 -3 -6 -11 2
Online Collaborative
Online Other
In-Branch Recognition
No more paper mail – we will send you copies of statements by secure e-mail
Securely manage your account by PDA, Internet of automated telephone
Our banks customer services reps will help browse & use our on-line services
Manage all your banking needs with a state of the art kiosk and be confident that live help is available if you need it
No more paper mail – we will send you copies of statements by secure e-mail
Securely manage your account by PDA, Internet of automated telephone
Our banks customer services reps will help browse & use our on-line services
Manage all your banking needs with a state of the art kiosk and be confident that live help is available if you need it
MARKET SEGMENTATION TYPING ENGINEMARKETING PHRASES
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DEVELOP SURVEY QUESTIONS
Potential Students
ANALYZED SURVEY RESULTS → Addressable Minds
INTERNET
IdeaMap™SUY SURVEY
IDENTIFY TARGET MARKET
Conjoint analysisOrdinary Least Squares
RegressionDiscriminant Function
Analysis
Experimental Design – Stimulus/Response
Create Addressable Minds messaging for potential students
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Each respondent evaluates 48 (6x6) or 40 (4x6) unique combinations of elementsFirst measures overall interest
Elements (3-4 per screen)
Rating question # 1
Anchor Description and Scale
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Conjoint AnalysisQuantitative method of marketing research
Determine how people value different features that make
up a product/service. What combination is most appealing?
Rather than directly asking respondents what they prefer
in a product, or what attributes they find important…. we
evaluate multiple product features on each vignette
(screen).
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What is a Rating Question (1 of 3)?
It is the main question asked throughout the survey
Questions on which your concepts will be rated by survey-
takers/consumers
Maximum two rating questions per survey:
1st – Interest and 2nd – Emotions
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What is a Rating Question (2 of 3)?
Rating Question – Interest. Determined by a purpose or a
business goal of the study.
How likely are you to buy this product/service?
How well does this describe you?
How interested are you in this offer?
How likely are you to enroll in this program?
How much would you donate to this cause/pay for this
product or service?
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What is a Rating Question (3 of 3)?
Rating Question - Emotions
How do you feel when you read these messages?
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The rating scale for questions in the IdeaMap.NET is
fixed 1 to 9. Suggested anchor descriptions:
1 = Not at all likely. . . 9 = Very likely
1 = Not interested at all . . . 9 = Very interested
1 = Won’t donate 2 = $20 or less 3 = $30
4 = $40 5 = $50 or more
1 = Not at all. . . 9 = Very much
1 = Eager 2 = Interested 3 = Indifferent
4 = Curious 5 = Uncertain
What is a Rating Scale/Anchor Description?
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What are categories (also referred to as “silos”)?
Categories used for organizing elements. Like different files in a filing cabinet, organizing or grouping similar statements (elements) in one place.
IdeaMap.Net chooses elements from different categories so two elements from the same category will never appear on the screen at the same time.
A study with 6 categories and 6 elements per silo typically gives the most flexibility and richest results.
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What is an Element?
It is the single most important component of a project.
Elements are bite sized ways of talking about a product,
service or an idea ("nuggets of information").
Respondents see each single element few times during the
survey
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Where do elements come from?
Brainstorming/Ideation – make them up
Current advertising/packaging or that of your
competitors – use messages already available on the
market
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How to create elements? (1 of 3)
Elements should be stand-alone phrases, not single words or incomplete ideas!!X Small, medium, largeV Comes in 3 different sizes…small, medium and large
Stay away from negative statements!!X Because you’re fatV It will help you achieve your ideal weight
Avoid Using Periods! It disrupts logical flowX More than just a stylish car. This car is capable of turning heads.V More than just a stylish car…capable of turning heads
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Make elements sound personal, and concentrate on what consumers would want to hear!X For wealthy peopleV Because now you can afford it
Consistency!!! - All elements should be in the same tense, and in the same person. Try to stay away from first personX I can’t believe it tastes so goodV You won’t believe how good it tastes!
Use short statements!! Max 25 words
How to create elements? (2 of 3)
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Elements should convey a single thought
X Enjoy a great tasting chocolate shake available in a convenient on the go drink box
In this example either the flavor (chocolate) or the packaging (drink box) or both together can be the driving force
V Enjoy a great tasting chocolate shake Available in a convenient on the go drink box
How to create elements? (3 of 3)