engaging surveys smartees webinar
TRANSCRIPT
Engaging Surveys
Smartees Webinar
This is the full slidedeck of our
‘Engaging Surveys’ Smartees Webinar.
The presentation elaborates on how our
new approach allows true consumer
collaboration in survey research,
tapping into context and conversation.
Based on eBay and Cloetta client
cases, the actual impact of this new
survey design is described.
Engaging Surveys
Collaborating with consumers
in survey research
Source: 2012 Esomar
Total Quantitative 76%
Other 6%
Total Qualitative 18%
#1 BETTER
ENGAGE
PARTICIPANTS
2 KEY
CHAL
LENG
ES
#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 DID WE
MAKE THIS HAPPEN
TOOLS & TACTICS TO MOVE
ON THE CONTINUUM
CHALLENGE #1
AMOTIVATION
INTRINSIC
MOTIVATION EXTRINSIC
MOTIVATION
AUTONOMY
COMPETENCE
RELATEDNESS
VALUE
YOU ARE FREE TO
AUTONOMY
DO THIS OR NOT
AU
TO
NO
MY
MODULARITY AT THE
PARTICIPANT SIDE
AU
TO
NO
MY
OPTIONAL SECOND
SURVEY DIMENSION
YOU ARE GOOD AT
COMPETENCE
THIS
CO
MP
ET
EN
CE
PARTICIPANTS AS
CO-RESEARCHERS
CO
MP
ET
EN
CE
PARTICIPANTS AS
CO-RESEARCHERS
PEOPLE LIKE YOU
RELATEDNESS
DO THIS
RE
LA
TE
DN
ES
S
INTRODUCING THEIR
SHARED INTERESTS
WHAT YOU DO HAS
VALUE
A MEANING
10-25% ACTIVELY PARTICIPATES
INCREASED PARTICIPANT
SATISFACTION & INTEREST
X2
PARTICIPANTS FEEL
BETTER UNDERSTOOD
+15%
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
GETTING ANSWERS TO QUESTIONS
WE DID NOT ASK!
SURFING ON EACH
OTHERS IDEAS
EXPLAINING THE WHY
BEHIND THE NUMBERS
THE
PIC
TUR
E SH
OP
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
IMPLICIT MEASUREMENT
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
e
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
POSITIVE IMPACT ON
CONSUMERS’ BRAND PERCEPTION
Thank you!
