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Engaging Surveys Smartees Webinar
 

Engaging Surveys Smartees Webinar

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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 ...

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. Presentation by Katia Pallini (Research Consultant, InSites Consulting)

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    Engaging Surveys Smartees Webinar Engaging Surveys Smartees Webinar Presentation 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
    • Other 6% Total Qualitative 18% Total Quantitative 76% Source: 2012 Esomar
    • 2 KEY CHAL LENG ES #1 BETTER ENGAGE PARTICIPANTS #2 CAPTURE THE COMPLEX CONSUMER REALITY
    • CHALLENGE #1 BETTER ENGAGE PARTICIPANTS
    • SELF-DETERMINATION THEORY Interest, enjoyment highly competent EXTRINSIC MOTIVATION AMOTIVATION Task is not done properly INTRINSIC MOTIVATION
    • CHALLENGE #2 BETTER CAPTURE THE COMPLEX CONSUMER REALITY
    • Recognizing the social dimension in decision making
    • Context is a better predictor of consumer behaviour
    • Our decisions are wired by emotions
    • SO HOW DID WE WHAT DID WE DO? THIS HAPPEN MAKE
    • CHALLENGE #1 TOOLS & TACTICS TO MOVE ON THE CONTINUUM
    • EXTRINSIC MOTIVATION AMOTIVATION AUTONOMY COMPETENCE RELATEDNESS VALUE INTRINSIC MOTIVATION
    • AUTONOMY YOU ARE FREE TO DO THIS OR NOT
    • AUTONOMY MODULARITY AT THE PARTICIPANT SIDE
    • AUTONOMY OPTIONAL SECOND SURVEY DIMENSION
    • COMPETENCE YOU ARE GOOD AT THIS
    • COMPETENCE PARTICIPANTS AS CO-RESEARCHERS
    • COMPETENCE PARTICIPANTS AS CO-RESEARCHERS
    • RELATEDNESS PEOPLE LIKE YOU DO THIS
    • RELATEDNESS INTRODUCING THEIR SHARED INTERESTS
    • VALUE WHAT YOU DO HAS A MEANING
    • 10-25% ACTIVELY PARTICIPATES
    • INCREASED PARTICIPANT SATISFACTION & INTEREST X2
    • +15% PARTICIPANTS FEEL BETTER UNDERSTOOD
    • WE DID NOT ONLY GET MORE BUT ALSO RICHER DATA
    • CHALLENGE #2 TOOLS TO GRASP THE COMPLEX CONSUMER REALITY
    • 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
    • Take a picture when you are heaving breakfast. What are you having for breakfast and why do you choose this? Task 1: Your breakfast moment THE PICTURE SHOP Task 1: Your breakfast moment
    • BETTER UNDERSTAND TARGET GROUPS DIFFERENCES
    • AVOIDING RECALL BIAS USING TASK-BASED ELEMENTS
    • ADDED VALUE OF IMPLICIT MEASUREMENT
    • ADDED VALUE OF Reaction time IMPLICIT MEASUREMENT NICHE NATURAL 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 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. 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. LIMITS POTENTIAL % of respondents
    • SO WHAT DID WE WHAT DID WE DO? 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!
    • Katia Pallini +32 9 269 12 23 katia@insites-consulting.com