The Future of Surveys

Smartees Breakfast

This is the full slidedeck of our

Smartees Breakfast session on ‘the

Future of Surveys’. 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.

Welcome

We’ll start in a minute…

#insites

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We work for more than 30% of the best

global brands (Interbrand 2010) and

specifically focus on the challenges of FMCG

& retail, media & entertainment, financial

services, travel & leisure, life sciences

&healthcare and telco & technology with a

dedicated team of experts.

We deliver tailored approaches and are

proud to have highly satisfied customers,

just ask around!

Trusting customers

Why InSites?

Helping world leading brands

become locally relevant

Some of our UK customers

UK 2013

More than just research

InSites Consulting takes research further by

using our vision & expertise in the domains

of branding, communication and youth. We

are so passionate about these topics that we

share our knowledge via our best-selling

management books. This marketing expertise

will be used to turn the feedback gathered in

the community into actionable

recommendations.

Thought leader in communities

The Consumer Consulting Board book

is the fruit of years of work in the field

of research communities. It serves as

an inspiration for companies to start

with structural collaboration, offering

fresh insights and various case studies

to continue the path towards becoming

an open, agile and consumer-centric

thinking company.

We allow participants to ENGAGE

with us anytime, anywhere (online,

mobile, asynchronous methods…).

We make it fun for them to give

more & better answers

(gamification, audio-visual cues,

design…). We empower them to be

co-researchers (crowd

interpretation, co-moderation…).

Online Group Discussions

Consumer-led Ethnography

Research Communities

Social Media Listening & Netnography

1on1 Online Interviews

Digital Surveys

Engage

METHODS

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

CHALLENGES WITHIN

SURVEY RESEARCH

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

ENGAGING TOOLS TO UNLOCK

THE FULL POTENTIAL

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BRAND/RESEARCHER - CONSUMER

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THE ASSOCATION TOOL

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TRADITIONAL

SURVEYS

THE ASSOCATION TOOL

THE CONTAGIOUS EFFECT

OF THE SOCIAL DIMENSION

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IMPLICIT MEASUREMENT

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THE IMPLICIT ASSOCIATION TOOL

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.

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DAY-IN-THE-LIFE TOOL

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THE DAY-IN-THE-LIFE TOOL

Checked PC World for my item and the staff were helpful but not too knowledgeable. Checked price

As John Lewis price match I knew the price here didn't matter, but their customer reviews are interesting

Looked to see if I could get a better price somewhere else and found I could

This was the best available price and very good product info

8/10 9/10 9/10 9/10

The end

Made sure I read as many reviews as possible for my product

Blogs came up when searching on Google so read these to make sure of my choice

Purchased from online shop. Used only laptop all the way through the process.

8/10 8/10 9/10

Double checked for pricing, but wasn't as good as what I'd found already

Checked here for pricing, but not as cheap as already found

7/10 7/10

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WE CAN LEVEL-UP

EVEN MORE!

OPTIONAL SECOND

SURVEY DIMENSION

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THE LOUNGE

TRADITIONAL

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CONNECTING WITH

OTHER PARTICIPANTS

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THE IDEATION TOOL

TRADITIONAL

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43

Meet eBay

Meet Katia

THE

IDEA

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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?

SURFING ON EACH

OTHERS IDEAS

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REVIEW WRITING

TRADITIONAL

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AVOIDING RECALL BIAS

USING TASK-BASED ELEMENTS

WHAT ARE THE PRO & CONS ??

Thank you

Katia Pallini

katia@insites-consulting.com

+32 9 269 12 23

be.linkedin.com/pub/katia-pallini/7/1b5/b01

LISA OHLIN

NICE TO MEET YOU

CLOETTA

INSIGHT VALIDATION CASE

LOTS OF IDEAS…

BETTER INSIGHTS,

HIGHER BUSINESS POTENTIAL

GOOD INSIGHTS LEAD TO ACTIVATION

IT’S ME!

CROWD

INTERPRETATION

WE ARE BETTER AT PREDICTING

OTHER PEOPLE’S BEHAVIOUR

AHAA!

THE LOUNGE

R&D contribution The lounge

What did we do?

xxxx

Task 1: Your coffee moment

Task 1: Your coffee moment Take a picture when you are having coffee. Describe your moment/environment and how you chose this.

Insight

97

100% No kids

88

65%

Kids

112

35%

18-34; 55-64

126

15%

35-54;

101

20%

All other employment status

106

9%

Full time employed

157

6%

GIVE A FACE

TO THE NUMBERS

EMOTION

FROM STATED TO

IMPLICIT MEASUREMENT

BETTER INSIGHTS LEAD TO

BETTER ACTIVATION

R&D contribution Ideation

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What did we do?

This task based element allows us to explore the solutions space. Participants were asked to brainstorm on 3 idea topics. For each topic we asked them what their idea would be to solve the problem. The social dimension of the tool allowed for participants to vote on other ideas as well as start a conversation, bringing this brainstorm tool to a new dimension. We used the following idea topics: 1. Healthy chocolate ideas Many of the current chocolate products are a bit too unhealthy to be eaten in between meals. What could be a healthy chocolate product and how would it look and taste like? 2. I need to re-energize idea We all have those moments where we could do with a mental (and physical) boost. What if a great tasting treat could provide you with that uplift? 3. Let’s create a match The combo between chocolate and cold drinks is not always ideal. How would you optimise the match between chocolate and cold drinks? What is the main issue for the mismatch? What would be a good match?

THE

IDEA

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IDEA CARDS

SURFING ON EACH

OTHERS IDEAS

POTENTIAL AND

THE WHY

lisa@insites-consulting.com

T: +44 2078702573 M: +44 7891736285

http://uk.linkedin.com/in/lisaohlin

Thank you

Lisa Ohlin, Business Director FMCG & Retail

Let’s go on to the Q&A

Thank you for joining!