More Fun, Better Results?

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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

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

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  • 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
  • 3. 3 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
  • 5. 5 OUR CLIENTS Ruigrok | NetPanel - dec 2009
  • 6. 6 TOOLBOX Ruigrok | NetPanel - dec 2009
  • 7. 7 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
  • 11. 11 USABILITY RULES Ruigrok | NetPanel - dec 2009
  • 12. 12 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
  • 13. 13 MOBILE INTERNET Ruigrok | NetPanel - dec 2009
  • 14. 14 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
  • 16. 16 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
  • 18. 18 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
  • 19. 19 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% 40% 50% 60% 70% 80% 90% 100% in 3- ut 4 en m in 5- ut 6 en m in 7- ut 8 en m in 9- ut Ruigrok | NetPanel - dec 2009 10 en m 11 in -1 ut 2 en m 13 in ut RESEARCH 2008 -1 en 4 m 15 in -1 ut 6 en m 17 in -1 ut 8 en m 19 in -2 ut 0 en m 21 in -2 ut 2 en m 23 in ut 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 m 29 in M -3 ut en ee 0 rd m an in ut 30 en m in ut Kort Lang en Te lang
  • 21. 21 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
  • 23. 23 TAG IT http://www.youtube.com/watch?v=FHkrtKg2zOM Ruigrok | NetPanel - dec 2009
  • 24. 24 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