contextual surveys - going asynchronous for more context (by bas de luij)

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 eating at the party. And describe your decision on what you are drinking or eating 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 eating/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

Add-on

Find proof for contextual surveys being a good qualitative


ForwaR&D lab test


Panel members are quite willing to

participate in this type of survey.

38% (n=201)

62%

Yes

N

o


ForwaR&D lab test


Contextual respondents show a drop in

their responses.

30% completed >80% of tasks

70% completed <80% of tasks


ForwaR&D lab test


Leading to over

700 photos


ForwaR&D lab test


Photo quality differs quite a lot.

~500 high quality/high relevance

~200low relevance/“google images”



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 someons 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


ForwaR&D lab test

Add-on



ForwaR&D lab test

Add-on


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

Add-on



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

contextual surveys - going asynchronous for more context (by bas de luij)

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