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Contextual Surveys                                         going asynchronous for more context                            ...
Our vision                             At InSites Consulting we                             believe that market research  ...
How can we live up tothis vision in quantsurveys?                  Bas de Luij, InSites Consulting, Netherlands    NewMR A...
Are surveys a dead end                                        approach?              Bas de Luij, InSites Consulting, Neth...
Are surveys a dead end                                        approach?              Bas de Luij, InSites Consulting, Neth...
Our challengeRethink and take it stepby step•   How can we inspire both clients and    participants in more engaging surve...
Fusing methods,stretching boundariesFusionUsing the „goods‟ of qualitativeThis means:- Stretching the boundaries of quanti...
platform within a surveyno moderation, but automation                                                     ethnographic tas...
4th of July project              Bas de Luij, InSites Consulting, NetherlandsNewMR Advances in Quantitative Research Event...
Example task      Your 4th of July         party Upload 6 pictures of you drinking and or eating at the party. And describ...
ForwaR&D lab test Investigate the borders of task-based research in surveys Investigate to what extent participants are ca...
ForwaR&D lab test Investigate the borders of task-based research in surveys         Panel members are quite willing to    ...
ForwaR&D lab test Investigate the borders of task-based research in surveys         Contextual respondents show a drop in ...
ForwaR&D lab test Investigate the borders of task-based research in surveys                                               ...
ForwaR&D lab test Investigate the borders of task-based research in surveys         Photo quality differs quite a lot.    ...
Investigate the borders of task-based research in surveys    This type of research adds a new    dimension to “straight li...
ForwaR&D lab test Investigate to what extent participants are capable and willing of taking up a researcher‟s role in surv...
ForwaR&D lab test Find proof for contextual surveys being a good qualitative Add-on                   Bas de Luij, InSites...
ForwaR&D lab test      Find proof for contextual surveys being a good qualitative      Add-onconsumer story dashboardfun, ...
4th of July (survey only)80%Of Americans who celebrate the 4th of July attend/organize a backyard barbeque.               ...
4th of July (+contextual)Unpretentious, relaxed, casual, food mostly home-made, using all American brands.                ...
ForwaR&D lab test Find proof for contextual surveys being a good qualitative Add-on  The high quality responses truly enri...
Forward lab test                                            “I think this survey was pretty fun! :)”                      ...
To                                            conclude…                                           1. High potential       ...
Q&A    Ray Poynter                                   Bas de Luij  VCU, Vision Critical                         InSites Con...
Thank you                                     Bas de Luij                                           bas@insites-consulting...
Thank you                                     Bas de Luij                                           bas@insites-consulting...
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Contextual surveys - Going asynchronous for more context (by Bas de Luij)

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Contextual surveys: going asynchronous for more context (by Bas de Luij, Senior Research Innovator InSites Consulting), presented at the NewMR online event on Advances in Quantitative Research on September 19, 2012.

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Contextual surveys - Going asynchronous for more context (by Bas de Luij)

  1. 1. Contextual Surveys going asynchronous for more context Bas de Luij bas@insites-consulting.com @basdeluy Bas de Luij, InSites Consulting, NetherlandsNewMR Advances in Quantitative Research Event, 19 September 2012, Session 2
  2. 2. Our vision At InSites Consulting we believe that market research should shift • From validation to collaboration • From asking questions to observing, facilitating, and joining conversations • From ad hoc and post hoc to always-on and in-the-moment • From rational thinking to emotional sensing Bas de Luij, InSites Consulting, Netherlands NewMR Advances in Quantitative Research Event, 19 September 2012, Session 2
  3. 3. How can we live up tothis vision in quantsurveys? Bas de Luij, InSites Consulting, Netherlands NewMR Advances in Quantitative Research Event, 19 September 2012, Session 2
  4. 4. Are surveys a dead end approach? Bas de Luij, InSites Consulting, NetherlandsNewMR Advances in Quantitative Research Event, 19 September 2012, Session 2
  5. 5. Are surveys a dead end approach? Bas de Luij, InSites Consulting, NetherlandsNewMR Advances in Quantitative Research Event, 19 September 2012, Session 2
  6. 6. Our challengeRethink and take it stepby step• How can we inspire both clients and participants in more engaging surveys?• How can we tell a lively story about customers? And bring rich context next to numbers and graphs?• How can we can make people generate information? Bas de Luij, InSites Consulting, Netherlands NewMR Advances in Quantitative Research Event, 19 September 2012, Session 2
  7. 7. Fusing methods,stretching boundariesFusionUsing the „goods‟ of qualitativeThis means:- Stretching the boundaries of quantitative research by adding (ethnographic) tasks next to questions - photo, video, explore their environment- Stretching the boundaries of our profession by adding co-research elements Bas de Luij, InSites Consulting, Netherlands NewMR Advances in Quantitative Research Event, 19 September 2012, Session 2
  8. 8. platform within a surveyno moderation, but automation ethnographic tasks next to questions explore your environment make picturesenables participants to co-researcher taskscome back over time to complete in later stage Interview a peer Bas de Luij, InSites Consulting, Netherlands NewMR Advances in Quantitative Research Event, 19 September 2012, Session 2
  9. 9. 4th of July project Bas de Luij, InSites Consulting, NetherlandsNewMR Advances in Quantitative Research Event, 19 September 2012, Session 2
  10. 10. Example task Your 4th of July party Upload 6 pictures of you drinking and or eating at the party. And describe your decision on what you are drinking or eating at that moment with as much detail as possible: - Why this food/drink? - Why this moment? How did/do you feel? - Why this brand? - What are your thoughts when eating/drinking? Good luck! Bas de Luij, InSites Consulting, Netherlands NewMR Advances in Quantitative Research Event, 19 September 2012, Session 2
  11. 11. ForwaR&D lab test Investigate the borders of task-based research in surveys Investigate to what extent participants are capable and willing of taking up a researcher‟s role in surveys Find proof for contextual surveys being a good qualitative Add-on Bas de Luij, InSites Consulting, Netherlands NewMR Advances in Quantitative Research Event, 19 September 2012, Session 2
  12. 12. ForwaR&D lab test Investigate the borders of task-based research in surveys Panel members are quite willing to participate in this type of survey. Yes 38% (n=201) 62% No Bas de Luij, InSites Consulting, Netherlands NewMR Advances in Quantitative Research Event, 19 September 2012, Session 2
  13. 13. ForwaR&D lab test Investigate the borders of task-based research in surveys Contextual respondents show a drop in their responses.  30% completed >80% of tasks  70% completed <80% of tasks Bas de Luij, InSites Consulting, Netherlands NewMR Advances in Quantitative Research Event, 19 September 2012, Session 2
  14. 14. ForwaR&D lab test Investigate the borders of task-based research in surveys Leading to over 700 photos Bas de Luij, InSites Consulting, Netherlands NewMR Advances in Quantitative Research Event, 19 September 2012, Session 2
  15. 15. ForwaR&D lab test Investigate the borders of task-based research in surveys Photo quality differs quite a lot.  ~500 high quality/high relevance  ~200 low relevance/“google images” Bas de Luij, InSites Consulting, Netherlands NewMR Advances in Quantitative Research Event, 19 September 2012, Session 2
  16. 16. Investigate the borders of task-based research in surveys This type of research adds a new dimension to “straight lining”. Bas de Luij, InSites Consulting, Netherlands NewMR Advances in Quantitative Research Event, 19 September 2012, Session 2
  17. 17. ForwaR&D lab test Investigate to what extent participants are capable and willing of taking up a researcher‟s role in surveys Participants found it hard to complete the co-research tasks (interview someons at the party) - Don‟t like to interrupt party people - Found it hard to convince people to take part - Didn‟t like the idea of putting pictures online Bas de Luij, InSites Consulting, Netherlands NewMR Advances in Quantitative Research Event, 19 September 2012, Session 2
  18. 18. ForwaR&D lab test Find proof for contextual surveys being a good qualitative Add-on Bas de Luij, InSites Consulting, Netherlands NewMR Advances in Quantitative Research Event, 19 September 2012, Session 2
  19. 19. ForwaR&D lab test Find proof for contextual surveys being a good qualitative Add-onconsumer story dashboardfun, engaging, interactive experienceto slice, dice, deep zoom into content Bas de Luij, InSites Consulting, Netherlands NewMR Advances in Quantitative Research Event, 19 September 2012, Session 2
  20. 20. 4th of July (survey only)80%Of Americans who celebrate the 4th of July attend/organize a backyard barbeque. 60% Is (very) likely to consume beer during this barbecue Typical food at their party Hamburgers 26% Hot dogs 22% Ribs 6% Potato salad 6% Bas de Luij, InSites Consulting, Netherlands NewMR Advances in Quantitative Research Event, 19 September 2012, Session 2
  21. 21. 4th of July (+contextual)Unpretentious, relaxed, casual, food mostly home-made, using all American brands. Bas de Luij, InSites Consulting, Netherlands NewMR Advances in Quantitative Research Event, 19 September 2012, Session 2
  22. 22. ForwaR&D lab test Find proof for contextual surveys being a good qualitative Add-on The high quality responses truly enrich our data. Pictures, personal stories and visual material bring our respondents to live. The consumer story dashboard allows us and clients to immerse into their stories Bas de Luij, InSites Consulting, Netherlands NewMR Advances in Quantitative Research Event, 19 September 2012, Session 2
  23. 23. Forward lab test “I think this survey was pretty fun! :)” “Interesting survey...wouldnt mind doing another in the near future” “Very cool and different survey” “I like this survey, it was fun” “good survey, i like this format.” Bas de Luij, InSites Consulting, Netherlands NewMR Advances in Quantitative Research Event, 19 September 2012, Session 2
  24. 24. To conclude… 1. High potential 2. Added value for clients Deliver ‘best’ of both worlds 3. Learn more, improve more Bas de Luij, InSites Consulting, NetherlandsNewMR Advances in Quantitative Research Event, 19 September 2012, Session 2
  25. 25. Q&A Ray Poynter Bas de Luij VCU, Vision Critical InSites Consulting Bas de Luij, InSites Consulting, NetherlandsNewMR Advances in Quantitative Research Event, 19 September 2012, Session 2
  26. 26. Thank you Bas de Luij bas@insites-consulting.com @basdeluy Bas de Luij, InSites Consulting, NetherlandsNewMR Advances in Quantitative Research Event, 19 September 2012, Session 2
  27. 27. Thank you Bas de Luij bas@insites-consulting.com @basdeluy Bas de Luij, InSites Consulting, NetherlandsNewMR Advances in Quantitative Research Event, 19 September 2012, Session 2

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