the future of surveys smartees seminar

The Future of Surveys

Smartees Seminar

This is the full slidedeck of our

Smartees Seminar on ‘the Future of

Surveys’, hosted in our Ghent office on

28 November 2013. The presentation

elaborates on how our new approach

allows true consumer collaboration in

survey research, tapping into context

and conversation. All of this illustrated

with client cases from eBay, Cloetta,

Andres, Kinepolis and many more.

Welcome & introduction

I / we don’t always look this way…

# insites

Say hi to your neighbour.

Conversation starters:

I am here because…

I’m interested in the future of surveys because…

I’m into market research because…

Who filled out a +5 minutes survey in

the past 6 months?

Who filled out a +5 minutes survey

from another brand, service or

company in the past 6 months?

Who ever thought: ‘who the h*ll is

actually still filling out surveys?’

Pop-up response rate this week?

C. Less than 1%

The Future of Surveys

SURVEY RESEARCH IS MORE

THAN COLLECTING DATA

THE POWER OF VALIDATION

FOR YOUR DECISION MAKING

Source: 2012 Esomar

Total Quantitative 76%

Other 6%

Total Qualitative 18%

MULTIPLE SOLUTIONS

#1 BETTER

ENGAGE

PARTICIPANTS

#2 CAPTURE THE

COMPLEX

CONSUMER

REALITY

CHALLENGE #1

BETTER ENGAGE PARTICIPANTS

AMOTIVATION

INTRINSIC

MOTIVATION EXTRINSIC

MOTIVATION

SELF-DETERMINATION THEORY

Task is not done properly

Interest, enjoyment

highly competent

CHALLENGE #2

BETTER CAPTURE THE COMPLEX

CONSUMER REALITY

Recognizing the social

dimension in decision making

of consumer behaviour

Context is a better predictor

by emotions

Our decisions are wired

WHAT DID WE DO?

SO HOW CAN WE

MAKE THIS HAPPEN

TOOLS & TACTICS TO MOVE

ON THE CONTINUUM

CHALLENGE #1

AMOTIVATION

INTRINSIC

MOTIVATION

AUTONOMY

COMPETENCE

RELATEDNESS

YOU ARE FREE TO

AUTONOMY

DO THIS OR NOT

MODULARITY AT THE

PARTICIPANT SIDE

OPTIONAL SECOND

SURVEY DIMENSION

YOU ARE GOOD AT

COMPETENCE

PARTICIPANTS AS

CO-RESEARCHERS

PARTICIPANTS AS

CO-RESEARCHERS

PEOPLE LIKE YOU

RELATEDNESS

DO THIS

R&D contribution The lounge

What did we do?

xxxx RE

CONNECTING IN

THE LOUNGE

INTRODUCING THEIR

SHARED INTERESTS

Twanjo Wendy Danny Chantal Deborah Iris Sandra

“Ik ben Tibor, 27 jaar. Ik ben super grote fan van GTST, ben ook een paar keer op de set geweest om te kijken en ja dat

was echt super leuk! De crew en de productie kennen mij ook allemaal dus dat is wel heel erg leuk.”

“Hallo! Mijn naam is Chanou en ben 26 jaar oud/ jong ;-) Ik kijk al sinds dat ik heel klein was. Acht uur 's avonds is dan ook echt een stilte momentje

bij ons in huis en wordt ook de telefoon niet beantwoord hihi. Ben getrouwd met Alex. Alex

komt uit Denemarken en heeft Nederlands leren spreken door Goede Tijden Slechte Tijden.”

Chanou

Xantha Youri Joep

Nathalie Inge Charona Cynthia Fleur

Samantha Nelly Gerrianne

SHARING FANSHIP

STORIES

WHAT YOU DO HAS

A MEANING

SHARING THE CLIENT

OBJECTIVES

4. Value = what you do has meaning

SHARING THE CLIENT

OBJECTIVES

AMOTIVATION

INTRINSIC

MOTIVATION

AUTONOMY

COMPETENCE

RELATEDNESS

10-25% ACTIVELY PARTICIPATES

INCREASED PARTICIPANT

SATISFACTION & INTEREST

PARTICIPANTS LOVE

THE VILLAGE

« I have to say I like the Village more than the app, because there is room for discussion and to give your opinion »

PARTICIPANTS FEEL

BETTER UNDERSTOOD

WE DID NOT ONLY GET MORE

BUT ALSO RICHER DATA

TOOLS TO GRASP THE

COMPLEX CONSUMER REALITY

CHALLENGE #2

THE ASSOCATION TOOL

THE CONTAGIOUS EFFECT

OF THE SOCIAL DIMENSION

SURFING ON EACH

OTHERS IDEAS

Meet eBay

Meet Katia

Optimize my search

I need some inspiration

Specific shopping websites

We discovered that people often have a hard time when looking for a specific item on eBay. When searching for an item you are often confronted with a broad range of possible items with different characteristics and specifications. How would you improve this search process? How could eBay help you narrow down that search list to only the brands and items you like?

Thinking specifically about fashion (clothes and accessories) and consumer electronic items, what special websites do you think are required out there and what should they look like? What special features would they have and how would they improve the online shopping experience?

Shopping, for example for clothes, accessories and fashion items, is often not as easy as you initially think. You may well have an idea of what you are looking for, however some inspiration could help you get the perfect item! How would you inspire people when shopping online?

IDEA CARD – Optimizing the search process

IDEA CARD

Optimizing the search process

IDEA INSPIRATION

IDEA DESCRIPTION

Allow two people to use the same credit card

I have an eBay ID that I use to buy things for my business and my partner. Ann,

has a much older, well established and highly rated eBay ID that we use to do our

domestic buying and selling. Being "points-tarts" we try to use the one credit card

to pay for everything because then we maximise our airmiles! In their wisdom

PayPal insist that I cannot use the same credit card as Ann.

Why can't PayPal link our accounts so that we can share the card?

This could be answered by something like…

IDEA CARDOptimizing the search process

IDEA INSPIRATION

IDEA DESCRIPTION

Need UK listings to be UK only

I have spent hours today browsing eBay and found that there are so many sellers listing on eBay UK but are based in Hong Kong or China, so instead of having your order in a few days it takes a few weeks. There really needs to be a clamp down on how these overseas sellers are getting listed up on eBay UK but are not at all based in the UK. So misleading to the buyers!

IDEA CARD – I need some Inspiration

IDEA CARDI need some inspiration

IDEA INSPIRATION

IDEA DESCRIPTION

Matching ItemsHow about giving option links on a page for one item which could match

something else. For example if you have bought a shirt or blouse, what about a

link giving suggestions for a pair of trousers or skirt that may go with what

you have bought. Also what about a percentage discount if you do buy a

Shirt/ Trouser - Blouse/ Skirt package. People buy outfits and this will give

an incentive to buy more than one product and can only help the shopper.

IDEA CARD – Specific product websites

IDEA CARDSpecific product websites

IDEA INSPIRATION

IDEA DESCRIPTION

Lots of product information

Sites selling only very specific types of products should provide a lot of information and support for the products. For example, electronic product sites should provide warranty information, user guides, comparisons of similar products, technical support. Clothing sites should provide size guides and returns and refund information.

IDEA CARDOptimizing the search process

IDEA INSPIRATION

IDEA DESCRIPTION

Reporting Wrong Items In Searches?

I have had problems while searching for a particular item because people use so

many keywords which mean hundreds of entries even when filtering down.

Maybe eBay customers who see something that isn't quite correctly placed in a

certain filter, could report the item and then once reported someone in the eBay

team verifies it? They should be asked "was this not what you were looking for?"

etc. Maybe even turn it into a reward scheme where customers get points for

correctly identifying this.

TOWARDS NEXT YEAR

IDEAS FOR APP OPTIMIZATION

EXPLAINING THE WHY

BEHIND THE NUMBERS

Task 1: Your breakfast moment

Task 1: Your breakfast moment Take a picture when you are heaving breakfast. What are you having for breakfast and why do you choose this?

BETTER UNDERSTAND

TARGET GROUPS DIFFERENCES

AVOIDING RECALL BIAS

USING TASK-BASED ELEMENTS

ADDED VALUE OF

IMPLICIT MEASUREMENT

ADDED VALUE OF

NICHE NATURAL

POTENTIAL

These items are not associated with the given brand by a lot of respondents, however the reaction time is faster than average. These are niche associations often amongst users with a certain brand experience.

These items are associated with the given brand by many respondents and the reaction time linked to the association is faster than average. These are natural and spontaneous associations.

These items are associated with the given brand by many respondents but the reaction time is below average. These are potential associations which can become natural if the given brand enhances the communication.

% of respondents

Reaction tim

LIMITS

These items are not associated with the given brand by a lot of respondents and if associated the reaction time is below average. These items are not linked with brand.

WHAT DID WE DO?

SO WHAT DID WE

LEARN FROM THIS

ENGAGED PARTICIPANTS

LEAD TO BETTER AND

RICHER DATA

BETTER UNDERSTAND

THE COMPLEX CONSUMER

REALITY

MORE ACTIONABLE

RESEARCH

POSSITIVE IMPACT ON

CONSUMERS’ BRAND PERCEPTION

THANK YOU!

Katia Pallini

Katia@insites-consulting.com

+32 9 269 12 23

Case study: Cloetta

New York I Timisoara I London I Rotterdam I Ghent

www.insites-consulting.com

Case Study - Cloetta

Insight Validation +

THE MAGIC FORMULA

IT’S ME!

WE ARE BETTER AT PREDICTING

OTHER PEOPLE’S BEHAVIOUR

PARTICIPANTS AS

CO-RESEARCHERS

OPTIONAL SECOND

SURVEY DIMENSION

BETTER UNDERSTANDING

OF THE WHY

Task 1: Your breakfast moment

Task 1: Your breakfast moment Take a picture when you are heaving breakfast. What are you having for breakfast and why do you choose this?

Insight

100% No kids

18-34; 55-64

All other employment status

Full time employed; other

GIVE A FACE TO THE

NUMBERS

R&D contribution Facebook page

What did we do?

For this task based element participants are asked to create a Facebook profile for the typical person they believe the insight would relate to. Using this projective technique we can get a detailed description of how that person would look like. Participants can easily brows for visuals that would visualize this person as well as ad a description on their social demographics and personal interests. We asked the participants to create the Facebook page of the typical person who you feel would identify with this statement:

“There are moments when I really feel like something to refresh my mind and re-energize - a little ‘pick me up’. The common chocolate bars (eg Snickers) are ok for these moments, however sometimes I am looking for something a bit more exciting in terms of taste and mouthfeel”

Task description

Insight

100% No kids

18-34; 55-64

All other employment status

Full time employed; other

GIVE A FACE TO THE

NUMBERS

EXCITEMENT

Meet eBay

Meet Katia

Idea topic

Lorem ipsum dolor sit amet, consectetuer adipiscing elit, sed diam nonummy nibh euismod tincidunt ut laoreet dolore magna aliquam erat volutpat. Ut wisi enim ad minim veniam, quis nostrud exerci tation ullamcorper suscipit lobortis nisl ut aliquip ex ea commodo consequat.

R&D contribution The lounge

What did we do?

GETTING ANSWERS TO

QUESTIONS YOU DID NOT ASK

EMOTION

FROM STATED TO

Implicit measurement - Screenshot

Implicit measurement Screenshot

For this exercise the respondent is asked to press the space bar to start the exercise. A word, visual or statement is then shown for

a specific duration and the respondent is asked to press the space bar as fast as possible if he associates the item with a given

brand or statement.

NICHE NATURAL

POTENTIAL

These items are not associated with the given brand by a lot of respondents, however the reaction time is faster than average. These are niche associations often amongst users with a certain brand experience.

These items are associated with the given brand by many respondents and the reaction time linked to the association is faster than average. These are natural and spontaneous associations.

These items are associated with the given brand by many respondents but the reaction time is below average. These are potential associations which can become natural if the given brand enhances the communication.

% of respondents

Reaction tim

LIMITS

These items are not associated with the given brand by a lot of respondents and if associated the reaction time is below average. These items are not linked with brand.

NEW METHOD LED TO

RICHER DATA

1. BETTER

UNDERSTANDING

INSIGHT

IDENTIFICATION

2. BRINGING TO

TARGET GROUPS

3. GENERATION OF

PRODUCT IDEAS

4. ‘BOTTOM UP’

TOPICS AND

SUGGESTIONS

Ashley Smith

Ashley@insites-consulting.com

+32 9 269 12 12

Fast track 1: Andres

@Saartje_VDB

#MobileSurveys

THE ANDRES CASE

FASHIONABLE RESEARCH

No environment is 100%

mobile-free anymore

35% 41% 64% 20%

Sources: Mobile Mindset report by InSites Consulting (2012)

Survey Sampling International

Welcome in the

mobile research space!

Are we ready to jump?

Evaluate the new store concepts for

Hampton Bays and Xandres

Research objectives:

Test hypotheses on expected benefits of

mobile surveying:

Higher sampling efficiency

Better data quality

Set-up of the case study

In-store recruitment

In-store questionnaire

(mobile)

Follow-up survey (online)

Recruitment from Andres

database Online questionnaire

Set-up of the case study

Results | Sampling efficiency

1. Less waste, so good way of

finding users of a certain service

or product.

2. Positive participant experience.

3. Slower recruitment.

4. Need for shop manager support. In-store recruitment

Results | Representativity issues

1. In-store sample significantly

younger compared to database.

2. In-store sample showed higher

brand identification.

3. But, no differences in terms of

tech savvy-attitude.

The participants who were

recruited via QR codes or

leaflets had a specific profile.

What characteristic were most

diverging between them and

the control sample?

• Socio-demographic

differences

• Attitude towards the brand

• Attitude towards technology

and mobile devices and

gadgets

The participants who were

recruited via QR codes or

leaflets had a specific profile.

What characteristic were most

diverging between them and

the control sample?

• Socio-demographic

differences

• Attitude towards the brand

• Attitude towards technology

and mobile devices and

gadgets

Results | Data quality

1. No need for on-the-spot

measurement of attitudinal

information.

2. No need for on-the-spot

measurement of objective

information in high-involvement

settings.

3. Objective, behavioural information

in low-involvement settings is best

measured on-the-spot.

What questions should you ask in the heat of the moment?

Successful recruitment method to reach

difficult targets (youngsters, product/service users

and brand-/topic-engaged consumers).

Positive impact on survey data quality in

low-involvement settings.

Mobile survey time should be used wisely.

Saartje Van den Branden

Saartje@insites-consulting.com

+32 9 269 15 11

@Saartje_VDB

Fast track 2: Kinepolis

THE KINEPOLIS

@TIMOVANDEMAELE

Discovering who forms the current user base of this

application

Discovering the drivers and frequency of using and

downloading this application

Gaining insights in user experience in general.

Finally they wanted to assess to what extent the mobile app

could also serve as a conversation starter

@TIMOVANDEMAELE

HOW DID

WE HANDLE

@TIMOVANDEMAELE

Box office market research

1. We intercepted app users

by means of a popup

2. The e-mail address

captured in the first

phase is used for the

follow-up questionnaire

in phase 2

@TIMOVANDEMAELE

Results

How long did it take us to find

a sample of 400 participants

to take part in this (recruited

on the app)?

Question type: Single

response

• 4 minutes

• 4 hours

• 4 days

• 4 weeks

Quiz • 400 participants in 4 hours, 800 in a day

• 6603 participants through app intercept

• 85% of them provided their e-mail address

for follow up questionnaire

• Eventually, 1778 completed both phases

(overall response rate of 27%)

@TIMOVANDEMAELE

Technology- and

mobile-savvy sample.

A group of people who are

engaged with the brand.

Socio-demo perspective: more

youngsters & males

@TIMOVANDEMAELE

Timo Vandemaele

Timo@insites-consulting.com

+32 9 269 16 09

@TimoVandemaele

be.linkedin.com/in/timovandemaele

Fast track 3: Online dashboarding

New York I Timisoara I London I Rotterdam I Ghent

www.insites-consulting.com

Online dashboards The future of surveys

I’m Matthias Early 30’s, living in Ghent area (Belgium), in

love with Liselotte & Mats.

#beer #books #music #soccer #technology (in alphabetical order)

Graduated from K.U. Leuven as Business

Engineer, joined InSites Consulting more than 6

years ago, and now serving numerous tech &

services institutions in the role of Senior

Research Manager.

#dashboarding #financial #marketing #research

Content wise my focus is on online

dashboarding and on customer experience

management and research, guiding company’s

in their processes to better understand

customer experiences and be more customer

centric.

#actionability #cexp #customerjourneys #nps

Is this recognisable?

Or this?

Can you resend me the June

report, I seem to have lost it?

My colleague from the US would

like to receive a report, but only for

the US results, how much time does

it take and how much does it cost?

My colleague from segment

marketing would like to have a

report only for Gen Y, how

much does it cost and can we

have it tomorrow?

Could you add an extra split

on brand lovers versus brand

haters?

I know it’s not yet the end of the

month, but I would need to know the

results already – could you send me

some topline results?

… If only they had some kind

of report where I can do this all

myself at any time…

Or even this?

Can I also please have a

report for my business unit?

… Well that’s gonna be kind of difficult since

we only have a global brand report …

… Yes, but I would like to see how my business

unit is performing compared to the other units …

… This will allow me to know my customers

better and improve our overall performance …

… Okay, I will check if we have enough budget

and request the research agency to set up

business unit reports …

… Oooh, thank you big boss, this would be very

much appreciated …

… If only he requested an

online dashboard instead of all

these reports …

Or this situation?

January February March April May June July August September October November December

(… ending up like this…)

of online report so that I only

need my iPad …

…Auwtch, my

back hurts…

And this?

Ah dammit, I would need to know our

latest customer satisfaction number right

now, but I forgot to bring the slide deck

with me…

of online data I could check

right now and right here …

And, finally, what about this? Now, this morning I received from our market research department

that report on our new media campaigns, but they delivered me this

kind of PowerPoint deck with 247 slides… Okay, it contains usefull

insights and recommendations, but I don’t have the time to read this

through. I just want to know if we need to launch or not…

… If only I had a KPI dashboard

where I could see the summary I

need immediately…

Increase your data visibility

and accessibility of real-time

consumer information?

Allow faster, more actionable

and better informed

decisions?

Create business impact and

internal leverage?

Improve overall performance

and profitability?

Moreover, would you like to…

ofcourse you do!

Online dashboards

The future of surveys

Web-based visualization and reporting solution for (market) research projects.

It is an online platform, which means

that all results (even last-minute

changes) are instantly available.

Moreover, results are 24/7

accessible.

The end of goal of an online research

dashboard is to report market

research results in a visually

attractive way. It all starts with data, in almost any

format (spss files, excel files, csv

files…). And what comes out is a

predefined set of charts & tables.

Online dashboards are hot. In revolutionary times of big data and everyone and everything digital,

online dashboards represent a potential opportunity to the data challenges a company is confronted with.

Data Presenting System

The online dashboards we build offer more than just reporting results; it is an

interactive and multifunctional tool where you fine-tune charts & results (e.g.

applying filters), benchmark results, export charts & tables, download (raw) data,

download documents, background & training materials etc.

Content versus stakeholders

research

management

Table Lab

Chart Lab

Library

Verbatims

Wordclouds

Storyteller

Toplines

Infographics

A powerful tool for creating online tables yourself.

Offers full freedom to drill-down in data and make own charts with custom

settings, filters and target groups

Find the charts you have saved when worked with the Chart Lab and any

document you would like to use (background information, questionnaire…)

Allows to report open-ended answers as lists, including additional output

columns, and filters to drill-down in the data.

Allows to report open-ended answers as wordclouds, including additional output

columns, and filters to drill-down in the data.

Online dashboards including charts, tables, wordclouds… with point-and-click

operations to zoom, benchmark, filter, export… any content made available.

Provides a quick and easy to understand table of the data.

A storyteller based and concise dashboard report of the most important KPI’s or

metrics from your project.

.. I am so happy with

the managerial

dashboard I have

available…

.. I am so happy with

the research dashboard

I have available…

Integrated modules for everyone

On top of the InfoGraphics based dashboards (storytellers), the online dashboards also

offer the following integrated modules:

Automated data updates: the data update frequency can be fully automated and can occur in

set intervals, going from daily to yearly.

Role-based, personalized access: user access management tool offering personalized

dashboard access

Actionable interactivity: enables to drill down the data and results by viewing and changing

filters and exporting/saving/printing pages and graphs. Use interactive mouse over tips, on the

fly chart swaps, etc.

Advanced visualization & customized branding: An online dashboard can be fully

customized to make sure it is in line with your corporate branding.

A fine selection of satisfied customers

And why are they satisfied?

[ insert

picture

here ] Ann Moerman,

Customer Care Manager,

Rabobank.be

Geert Van Aelst,

Marketing Manager,

Tiense Suiker

Jean-Michel Segers,

Marketing Manager Retail,

Deutsche Bank

Klantentevredenheid zit reeds lang in

onze genen. Door de implementatie van het

NPS verhaal ervaart en beleeft elke

medewerker wat een (on) tevreden klant is en

hoe iedereen binnen het eigen takenpakket kan

bijdragen tot een hoge klantentevredenheid.

Het dashboard is daarbij onze barometer. In

real-time hebben we inzicht in wat klanten

van de verschillende Touch points vinden.

Deze informatie laat ons toe om snel te

reageren op eventuele klachten,

onduidelijkheden, opmerkingen… Klanten

geven langs deze weg zeer relevante

informatie, meningen, vragen waarvoor ze

ons zelf niet spontaan zouden contacteren.

Dankzij CAWI hebben wij een

interessante tool om een reeks kpi’s

maandelijks op te volgen. Maar het zijn vooral

de handige dashboards en de

gebruiksvriendelijkheid ervan die de

gebruiksgraad van CAWI significant hebben

doen stijgen .

Thanks to its actionability, the

touchpoint feedback associated to the online

dashboard empowers and motivates the

Financial Center Managers to take actions to

improve the customer experience in their

Financial Center. The feedback of the

Financial Center Managers about the online

dashboard and the touchpoint feedback is very

positive as they consider that inititiave as

bringing a real added value to their business.

Thanks to the online dashboard, the customer

experience has become a top-of-mind topic in

every Financial Center. The results are

reviewed and discussed by all the staff in

every FC during their weekly meeting.

“ “ “

3 case studies

Experience of SkyTeam

Lounge passengers who

were invited to

complete an online survey at different

airports in Europe, via 3 different data

collection methods: invite cards,

mobile devices & Wi-Fi interception.

• Continuous data collection and real

time dashboard updates to allow

SkyTeam a finger to the pulse.

• NPS and detailed satisfaction are

displayed both on an aggregated

SkyTeam level, as well as on a

specific lounge level.

• Listing of open ended question to

provide more qualitative feedback as

Touchpoint tracking

dashboard to generate

more actionable

feedback and maintain or improve

customer satisfaction across a variaty

of touchpoints (e.g. face-to-face advice

session, online banking interaction…)

• Continuous data collection and real

time dashboard updates to allow

Deutsche Bank a finger to the pulse.

• Hierarchical structures applied (e.g.

Belgium > regions > branches >

advisors) to allow benchmarking &

actionability.

• Dashboards being used as input for

weekly FC meetings (internal

leverage)

Awareness, Brand &

Usage tracker on

different brand an

product types within the sugar product

category on the retail market

• Tracking of different products and

brands on a variety of usage & volume

• Allowing end-users to personalize the

dashboard by offering the Chart Lab.

What is the future of dashboarding?

It’s an answer to

“big data”.

It’s an answer to

“everyone digital”.

Matthias Dusselier

Matthias@insites-consulting.com

+32 9 269 15 18

@dusse_

Thank you!

Questions? Remarks?

Feedback?

Stay tuned!

4 smartees/year

1 webinar/month (http://smartees.insites-consulting.com/smartees/)

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