• Share
  • Email
  • Embed
  • Like
  • Save
  • Private Content
Brave New World: The End of Survey Research
 

Brave New World: The End of Survey Research

on

  • 486 views

Presentation by Cliff Young, Managing Director of Public Sector and Polling, Ipsos. Presented on April 27, 2012 at the MRA Spring Symposium hosted by the Mid-Atlantic Chapter of the Marketing Research ...

Presentation by Cliff Young, Managing Director of Public Sector and Polling, Ipsos. Presented on April 27, 2012 at the MRA Spring Symposium hosted by the Mid-Atlantic Chapter of the Marketing Research Association.

Statistics

Views

Total Views
486
Views on SlideShare
423
Embed Views
63

Actions

Likes
0
Downloads
3
Comments
0

6 Embeds 63

http://www.midatlanticmra.org 28
http://midatlanticmra.org 23
http://www.mamra.org 6
http://websites.networksolutions.com 4
http://mamra.org 1
http://www.docshut.com 1

Accessibility

Upload Details

Uploaded via as Microsoft PowerPoint

Usage Rights

© All Rights Reserved

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Processing…
Post Comment
Edit your comment

    Brave New World: The End of Survey Research Brave New World: The End of Survey Research Presentation Transcript

    • ‘A Brave New World’: The End of the SurveyResearch Clifford Young, Managing Director of Public Sector and Polling MRA Spring Symposium April 2012 © 2012 Ipsos. All rights reserved. Contains Ipsos Confidential and Proprietary information and may not be disclosed or reproduced without the prior written consent of Ipsos.
    • The market and social research world is changing… as a function of the Digital and Virtual Revolution 2
    • Three ways to look at these changes 3
    • 1. The Aggregator Savages are at the Gate 4
    • Some Aggregator Savages
    • 2. The breakdown ofmetodological Gold Standards... 6
    • Decline of the Landline Telephone Survey
    • Decline of single proprietary Opt-In Panels•55% of all market research in the US in done online•Increasingly difficult to recruit panels•Especially among younger cohorts
    • As a function of the way we communicate and interactsocially Old way… New way
    • 3. A socialized-digital world iscreating new social aggregations 10
    • Explosion of Facebook as an example 900 800 700 600 500 400 Million Users 300 200 100 0 Dec 04 Dec 05 Dec 06 Dec 07 Dec 08 Dec 09 Dec 10 Dec 11Source: newsroom.FB.com
    • New Ways to Interact Socially Old way… New way
    • What are some implications? 13
    • • Exponential increase in the amount of data• New forms of data collection• New forms of social organization• From “narrative” to “experience”• Increases access to hard-to-reach population
    • BIG QUESTION:Substitution or Enhancement? 15
    • What is Ipsos doing in light of these social transformations? 16
    • New approaches in changing a world• Blended Online Sampling• Socialized Research Both Enhancement and• Blended Modeling Substitution Strategies
    • Cortex – Routing & Blended Sampling I-Say Single SurveyTraditional PANEL B Single Survey PANEL C Cortex LIKELY SURVEY Sample REWARDS PROGRAM SOCIAL NETWORK Ampario COMMUNITY SITE Draws from over AD NETWORKS 400 non-panel websites
    • Blended Online Sampling Panel Non-panel Sample Sample Sample Cortex Parceling Router D A B C
    • How do blended samples perform? 20
    • Le ss th a n 0% 5% 10% 15% 20% 25% 30% 35% $1 5, $1 00 5, 0 00 0- $2 4, $2 99 5, 9 00 0- $3 4, $3 99 5, 9 00 0- $4 9, $5 99 0, 9 00 0- $7 Demographically well…… 4, $7 99 5, 9 00 0- $9$1 9, 00 99 ,0 9 00 Household Income -$ 14 $1 9, 50 99 ,0 9 00 or m or e C PS C ortex
    • Attitudinally too……………. Satisfaction with State of the Nation70%60%50%40% Cortex30% Pew Research Center20%10%0% Satisfied Dissatisfied Unsure/DK
    • Nailing two Republican primaries 2012Ohio Primary Election Results 1 Average of All Polls 0.2 Ipsos Online 0.1 0 0.2 0.4 0.6 0.8 1 1.2Florida Primary Election Results 14.6 Average of All Polls 8.7 Ipsos Online 15 0 5 10 15 20
    • Socialized Research 24
    • Crisis management case study:Enchacement and Social Listening 25
    • Media is not necessarily a leading indicator ofconsumer sentiment Difference between what news reports and what people talk about
    • Consumer Chatter Coincides with Social MediaMentions 90 Before After 85 80 79 75 71 70 Effective 68 65 62 61 61 60 60 60 59 Responsive 55 55 58 Family Values 53 52 51 Leader Innovative 50 48 45 45 Ethical Socially Responsible 40 5/23-6/19 6/20-7/17 7/18-8/14 8/15-9/11 9/12-10/9 10/10-11/06 2
    • Cain Smoking Ad:Enchacement and Social Experience 28
    • 29
    • Blended Modeling 30
    • Obama 85% chance of winning Model includes 300 electionsand 2 variables all gathered via the internet
    • Internet Mentions in Predicting Vacations Do we even need a survey here? 2004 2005 2006 2007 2008 2009 2010 2011 Vacations Internet searches for "Vacations"
    • What are the institutional andhuman capital demands of this new world? 33
    • 1. Acknowledge that the world is different2. Need for a more complete toolbox of survey and non-survey approaches3. “Non-ignorable” to “Conditionally ignorable” world of error4. Professionals need to have a more eclectic background