Why more fun in participating in research is important: the results get better. A lecture for international students at the University of Utrecht. December 2009

1. MORE FUN,
BETTER
RESULTS?
MARJA RUIGROK
UTRECHT, DECEMBER 17, 2009

2. 2
http://www.youtube.com/watch?v=oqI44u_KWps
Ruigrok | NetPanel - dec 2009

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RUIGROK | NETPANEL
General information
Ruigrok | NetPanel is a full
service research company
Ruigrok | NetPanel is member
of ESOMAR and therefore
complies with the ICC/ESOMAR
International Code of Marketing
and Social Research Practice.
Ruigrok | NetPanel is certified
with the Research Hallmark
[based on ISO 20252] and ISO
26362 for access panels.
Ruigrok | NetPanel - dec 2009

4. 4
EXPERTISE
What we love most
Qualitative research
Traditional qualitative research
Online qualitative research
Online panels
NetPanel Advisory board
(13.000 Dutch consumers)
Private Panels
Usability research
• Eye tracking
• Quantitative website research http://www.youtube.com/watch?v=GqVWgNqi3WE
• Qualitative user experience
Ruigrok | NetPanel - dec 2009

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OUR CLIENTS
Ruigrok | NetPanel - dec 2009

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TOOLBOX
Ruigrok | NetPanel - dec 2009

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TOOLBOX Kwantitatief
Schriftelijk Telefonisch Straat NetPanel Online Bezoekers- en
Adviesraad* klantenpanels klantenonderzoek
Offline Online
Usability * Singles Groepen Tag-it* Chatsessie Forum
Kwalitatief
Ruigrok | NetPanel - dec 2009

8. 8
MORE INTERACTIVITY
Ruigrok | NetPanel - dec 2009

9. 9 USER TYPES
For each of the website / application categories below, please specify whether you
are a passive user, active user or non-user.
Basis: All - in percentages (n=1.011)
© 2009 - Ruigrok | NetPanel
Product and service comparison sites 27% 51% 22%
Wikis (Wikipedia) 34% 51% 14%
Private social networks (MySpace, Facebook) 34% 20% 45%
Platforms for sharing videos (YouTube) 39% 45% 14%
Platforms for trading/commerce (eBay) 47% 29% 23%
Blogs, Weblogs (posts and/or reactions) 53% 30% 15%
Platforms for sharing music (LimeWire, Soulseek) 61% 21% 18%
Platforms for sharing photos (Flickr, Picasa) 66% 19% 15%
Forums 66% 23% 10%
Business social networks (LinkedIn, Plaxo, Xing) 78% 10% 9%
Widgets (application software, e.g. for Facebook) 78% 12% 7%
Interactive gaming (World of Warcraft) 87% 6% 6%
Twitter 90% 5%3%
Social bookmarking (Delicious) 92% 4%
Virtual world (Second Life) 93% 4%
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Non-user Passive user Active user Don't know, no opinion
Ruigrok | NetPanel - dec 2009

10. 10
http://www.youtube.com/watch?v=4OTH8bE_8dM
Ruigrok | NetPanel - dec 2009

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USABILITY RULES
Ruigrok | NetPanel - dec 2009

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WE EXPECT A LOT, WE GET IRRITATED A LOT
75% think you can expect much in terms of user-friendliness from
a website, even if it’s a free website or online application. Only 9%
disagree.
What are we irritated about?
Pop-ups 64%
Advertising 55%
Outdated content 42%
Poorly functioning search functionality 41%
Poorly functioning navigation menu 37%
*Base: All, n=1.011
Imagine what that means for your internet or intranet…
Ruigrok | NetPanel - dec 2009 *Base: Respondents with a profile on one or more online
networks, n=variable per network, 121 - 510

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MOBILE INTERNET
Ruigrok | NetPanel - dec 2009

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50% ACCESS TO MOBILE INTERNET, LOW USAGE
49% have access to internet on the mobile phone*
What?
Private mail 53%
News 49%
40% of the ones with access use the internet on Search 48%
Weather 44%
their mobile phone Travel information 29%
*Base: Users of mobile internet, n= 198
60% of the ones with access never go online on Why not?
their mobile phone It costs too much 54%
No need for it 50%
Screen too small 25%
Too difficult 20%
Speed too low 19%
*Base: Non-users of mobile internet, n= 389
Ruigrok | NetPanel - dec 2009 *Base: All, n= 1.011
**Base: Respondents with access, n= 498

15. 15
MORE FUN IN RESEARCH
Ruigrok | NetPanel - dec 2009

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WHY IS MORE FUN IN RESEARCH IMPORTANT?
DEVELOPMENTS
More online research (qual/qant)
More branche initiatives
• ISO (20252 & 26362 access panels)
• Research panel effect (NOPVO)
• Attention ‘respondent experience’
Hypothesis: more fun = better results
• Less incompletes
• Less speeding
• More satisficing
• Better quality data
• More motivated participants
• Higher response?
Ruigrok | NetPanel - dec 2009

17. 17
RESEARCH 2008
Method
• 2 chat sessions online
• Online research (n=519)
Goal
• Annoyances
• Improvements
• Length of questionnaire
• Preference question types
Ruigrok | NetPanel - dec 2009

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RESEARCH 2008
Annoyances
• Length of questionnaires
• Too much sets of propositions
• Ambiguities
• Same questions
• Not applicable
• Personal questions (income)
• Too many response options
• No option for me
• Leading questions
• Not in target group
• Technical problems
Ruigrok | NetPanel - dec 2009

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RESEARCH 2008
Fun in research
• Short and concise
• Usage of sound and visuals
• Diversity type of questions
• Interaction (drag & drop)
• Attractive topic
• Giving your opinion
• Testing knowledge
• Surprising topics
• Reward (intrinsic & extrinsic)
Ruigrok | NetPanel - dec 2009

20. 1-
2
m
20
0%
10%
20%
30%
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100%
in
3- ut
4 en
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in
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in
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Ruigrok | NetPanel - dec 2009
10 en
m
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2 en
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13 in
ut
RESEARCH 2008
-1 en
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6 en
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17 in
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8 en
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0 en
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Cumulatieve percentages
-2 en
4
© 2008 - Ruigrok | NetPanel
m
25 in
-2 ut
6 en
m
Perceptie invulduur online vragenlijsten
27 in
-2 ut
8 en
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29 in
M -3 ut
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ee 0
rd m
an in
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Kort
Lang
en
Te lang

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RESEARCH 2008
Welke van de twee vragen vind je het leukst om in te vullen?
Basis: Allen - in percentages (n=519)
© 2008 - Ruigrok | NetPanel
Klikken
Geen voorkeur 4%
16%
Plaatjes
80%
Ruigrok | NetPanel - dec 2009

22. 22
RESEARCH 2008
http://www.youtube.com/watch?v=byqQwoD2TyI
Ruigrok | NetPanel - dec 2009

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TAG IT
http://www.youtube.com/watch?v=FHkrtKg2zOM
Ruigrok | NetPanel - dec 2009

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Alles in één is natuurlijk
BRIEF zeer efficiënt en de
onderlinge verrekening
vind ik een uitstekend
verkoop argument,
evenals het advies.
Op=op vind ik
heel storend.
Meestal vis je
dan achter het
Deze opmerking
net als je er echt
is voor
voor naar de
ondernemers
winkel komt.
zeer ter zake
doende want de
meesten zullen Kans op laptop
nog een lopend is nihil. Moet je
abonnnement niet mee
hebben. schermen.
Goede brief.
Vat de folder
goed samen!
Ruigrok | NetPanel - dec 2009

25. Dit is een heldere tekst. Ik Te groot
25
snap het voordeel van de overzicht van
FOLDER propositie. pakketten en
prijzen.
Ik kan mij als
ondernemer niet echt
verwant voelen met Belkosten zijn
deze malloot in een duidelijk,
Attractieve stofjas. Wordt het niet maar hoe zit
vraagstelling, tijd voor wat anders? het met sms,
daagt uit om e-mail en
folder te lezen. internet?
Link naar
vertrouwde,
humoristiche
andere
reclames.
Door de
verschillende
De illustraties Volgens mij mogelijkheden
(foto’s en zijn dit niet de kun je zelf kiezen
poppetjes) zijn modernste wat bij je past.
grappig. toestellen.
Ruigrok | NetPanel - dec 2009

26. 26
http://www.youtube.com/watch?v=NRxInD0nzSY
Ruigrok | NetPanel - dec 2009

27. 27
MORE FUN = BETTER RESULTS
7 Commandments
1. Perspective of the participant
2. Stick to ‘’the rules’’ of research
3. Provide variety in question types
4. Use multimedia
5. Ensure that technique is ok
6. Limit completion time
7. Give feedback to participants
HAVE FUN!
Ruigrok | NetPanel - dec 2009

28. 28
QUESTIONS?
Ruigrok | NetPanel - dec 2009