Bernie malinoff main stage - 2011

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Ray Poynter

The Road to Survey Extinction

Marketing

Bernie Malinoff, element54 (Canada)
Festival of NewMR 2011 - Session 6 Schedule: 5:30pm – 7:30pm (GMT)
ì
Copyright 2011 element54 Inc. All rights reserved. Permission to copy and distribute this document is granted subject to the following: The materials provided
herein are for internal, non-commercial use only, and any copies or portions thereof must include the copyright notice, and reference the author, element54.
bernie.malinoﬀ@element-‐54.com

@berniemalinoﬀ

The
Road
to
Survey
Extinction

Bernie Malinoff, element54 (Canada)
Festival of NewMR 2011 - Session 6 Schedule: 5:30pm – 7:30pm (GMT)
What s
the
Problem?

Bernie Malinoff, element54 (Canada)
Festival of NewMR 2011 - Session 6 Schedule: 5:30pm – 7:30pm (GMT)
Is
it
getting
any
better?

Bernie Malinoff, element54 (Canada)
Festival of NewMR 2011 - Session 6 Schedule: 5:30pm – 7:30pm (GMT)

Bernie Malinoff, element54 (Canada)
Festival of NewMR 2011 - Session 6 Schedule: 5:30pm – 7:30pm (GMT)
Research-‐on-‐Research
Studies

Sexy
Ques9ons,

Dangerous
Results

(2009)

Eyes
Don’t
Lie

(2010)

How
Far
is
Too
Far

(2011)

Bernie Malinoff, element54 (Canada)
Festival of NewMR 2011 - Session 6 Schedule: 5:30pm – 7:30pm (GMT)
Basic,
Flash,
Gamiﬁcation

Bernie Malinoff, element54 (Canada)
Festival of NewMR 2011 - Session 6 Schedule: 5:30pm – 7:30pm (GMT)
The
Battle
Ground?

-‐
Dinosaurs
vs.
Digital
Warriors

Bernie Malinoff, element54 (Canada)
Festival of NewMR 2011 - Session 6 Schedule: 5:30pm – 7:30pm (GMT)
(Public)
Focus
on
Usability

Data

Consistency

Survey

Usability

Bernie Malinoff, element54 (Canada)
Festival of NewMR 2011 - Session 6 Schedule: 5:30pm – 7:30pm (GMT)
Interface
Options
=
Data
Chaos

Bernie Malinoff, element54 (Canada)
Festival of NewMR 2011 - Session 6 Schedule: 5:30pm – 7:30pm (GMT)
Purpose
Driven
Innovation

-‐
eg:
Straightlining

-‐32%

-‐54%

Bernie Malinoff, element54 (Canada)
Festival of NewMR 2011 - Session 6 Schedule: 5:30pm – 7:30pm (GMT)
Not
just
visuals;
think
Game-‐based
wording

Bernie Malinoff, element54 (Canada)
Festival of NewMR 2011 - Session 6 Schedule: 5:30pm – 7:30pm (GMT)
Survey
Completion
Time
&
Respondent
Enjoyment

Having
fun,
thinking
more?

Bernie Malinoff, element54 (Canada)
Festival of NewMR 2011 - Session 6 Schedule: 5:30pm – 7:30pm (GMT)
Barriers
to
Adoption/Evolution

Scalability
Norms

Bernie Malinoff, element54 (Canada)
Festival of NewMR 2011 - Session 6 Schedule: 5:30pm – 7:30pm (GMT)
Creativity
vs.
Scalability

Gamiﬁca9on
is
here
to
stay;
the
concept
is
simply
too

ubiquitous
in
the
digital
domain
(and
arguably
intrinsic
to
the

human
condi9on)
for
market
research
not
to
incorporate

various
aspects
of
game
theory
into
the
research
process.
The

challenge
will
be
scalability
for
those
companies
that
depend

on
the
produc7on
aspects
of
data
collec7on
as
key
proﬁt

drivers;
many
aspects
of
the
game
process,
par7cularly
the

user
interface,
requires
as
much
art
as
it
does
science
and

crea7vity
is
pre>y
tough
to
opera7onalize .

-‐
Leonard
Murphy,
@lennyism

Bernie Malinoff, element54 (Canada)
Festival of NewMR 2011 - Session 6 Schedule: 5:30pm – 7:30pm (GMT)
Is
Basic
survey
extinction
inevitable?

Bernie Malinoff, element54 (Canada)
Festival of NewMR 2011 - Session 6 Schedule: 5:30pm – 7:30pm (GMT)
Q
&
A

Bernie Malinoff
Element54
Andrew Jeavons
Survey Analytics

Bernie Malinoff, element54 (Canada)
Festival of NewMR 2011 - Session 6 Schedule: 5:30pm – 7:30pm (GMT)
ì
Thank
you

Copyright 2011 distribute this document is granted subject to the following: The materials provided herein are for internal, non-commercial use only, and any
copies or portions thereof must include the copyright notice, and reference the author, element54.
Email:
bernie.malinoﬀ@element-‐54.com

Twier:
@berniemalinoﬀ

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1. Main Stage, November 3, 2011 The Road to Survey Extinction Bernie Malinoff, element54 A Presenta*on from the Fes*val of NewMR Main Stage – November 3, 2011

2. Bernie Malinoff, element54 (Canada) Festival of NewMR 2011 - Session 6 Schedule: 5:30pm – 7:30pm (GMT) ì Copyright 2011 element54 Inc. All rights reserved. Permission to copy and distribute this document is granted subject to the following: The materials provided herein are for internal, non-commercial use only, and any copies or portions thereof must include the copyright notice, and reference the author, element54. bernie.malinoﬀ@element-‐54.com @berniemalinoﬀ The Road to Survey Extinction

3. Bernie Malinoff, element54 (Canada) Festival of NewMR 2011 - Session 6 Schedule: 5:30pm – 7:30pm (GMT) What s the Problem?

4. Bernie Malinoff, element54 (Canada) Festival of NewMR 2011 - Session 6 Schedule: 5:30pm – 7:30pm (GMT) Is it getting any better?

5. Bernie Malinoff, element54 (Canada) Festival of NewMR 2011 - Session 6 Schedule: 5:30pm – 7:30pm (GMT)

6. Bernie Malinoff, element54 (Canada) Festival of NewMR 2011 - Session 6 Schedule: 5:30pm – 7:30pm (GMT) Research-‐on-‐Research Studies Sexy Ques9ons, Dangerous Results (2009) Eyes Don’t Lie (2010) How Far is Too Far (2011)

7. Bernie Malinoff, element54 (Canada) Festival of NewMR 2011 - Session 6 Schedule: 5:30pm – 7:30pm (GMT) Basic, Flash, Gamiﬁcation

8. Bernie Malinoff, element54 (Canada) Festival of NewMR 2011 - Session 6 Schedule: 5:30pm – 7:30pm (GMT) The Battle Ground? -‐ Dinosaurs vs. Digital Warriors

9. Bernie Malinoff, element54 (Canada) Festival of NewMR 2011 - Session 6 Schedule: 5:30pm – 7:30pm (GMT) (Public) Focus on Usability Data Consistency Survey Usability

10. Bernie Malinoff, element54 (Canada) Festival of NewMR 2011 - Session 6 Schedule: 5:30pm – 7:30pm (GMT) Interface Options = Data Chaos

11. Bernie Malinoff, element54 (Canada) Festival of NewMR 2011 - Session 6 Schedule: 5:30pm – 7:30pm (GMT) Purpose Driven Innovation -‐ eg: Straightlining -‐32% -‐54%

12. Bernie Malinoff, element54 (Canada) Festival of NewMR 2011 - Session 6 Schedule: 5:30pm – 7:30pm (GMT) Not just visuals; think Game-‐based wording

13. Bernie Malinoff, element54 (Canada) Festival of NewMR 2011 - Session 6 Schedule: 5:30pm – 7:30pm (GMT) Survey Completion Time & Respondent Enjoyment Having fun, thinking more?

14. Bernie Malinoff, element54 (Canada) Festival of NewMR 2011 - Session 6 Schedule: 5:30pm – 7:30pm (GMT) Barriers to Adoption/Evolution Scalability Norms

15. Bernie Malinoff, element54 (Canada) Festival of NewMR 2011 - Session 6 Schedule: 5:30pm – 7:30pm (GMT)

16. Bernie Malinoff, element54 (Canada) Festival of NewMR 2011 - Session 6 Schedule: 5:30pm – 7:30pm (GMT)

17. Bernie Malinoff, element54 (Canada) Festival of NewMR 2011 - Session 6 Schedule: 5:30pm – 7:30pm (GMT) Creativity vs. Scalability Gamiﬁca9on is here to stay; the concept is simply too ubiquitous in the digital domain (and arguably intrinsic to the human condi9on) for market research not to incorporate various aspects of game theory into the research process. The challenge will be scalability for those companies that depend on the produc7on aspects of data collec7on as key proﬁt drivers; many aspects of the game process, par7cularly the user interface, requires as much art as it does science and crea7vity is pre>y tough to opera7onalize . -‐ Leonard Murphy, @lennyism

18. Bernie Malinoff, element54 (Canada) Festival of NewMR 2011 - Session 6 Schedule: 5:30pm – 7:30pm (GMT) Is Basic survey extinction inevitable?

19. Bernie Malinoff, element54 (Canada) Festival of NewMR 2011 - Session 6 Schedule: 5:30pm – 7:30pm (GMT) Q & A Bernie Malinoff Element54 Andrew Jeavons Survey Analytics

20. Bernie Malinoff, element54 (Canada) Festival of NewMR 2011 - Session 6 Schedule: 5:30pm – 7:30pm (GMT) ì Thank you Copyright 2011 distribute this document is granted subject to the following: The materials provided herein are for internal, non-commercial use only, and any copies or portions thereof must include the copyright notice, and reference the author, element54. Email: bernie.malinoﬀ@element-‐54.com Twier: @berniemalinoﬀ

21. Main Stage, November 3, 2011 The Road to Survey Extinction Bernie Malinoff, element54 A Presenta*on from the Fes*val of NewMR Main Stage – November 3, 2011

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