Engaging Surveys
Smartees Webinar
This is the full slidedeck of our
‘Engaging Surveys’ Smartees Webinar.
The presentation ...
Engaging Surveys
Collaborating with consumers
in survey research
Other 6%
Total Qualitative 18%

Total Quantitative 76%

Source: 2012 Esomar
2 KEY
CHAL
LENG
ES

#1

BETTER
ENGAGE
PARTICIPANTS

#2

CAPTURE THE
COMPLEX
CONSUMER
REALITY
CHALLENGE #1
BETTER ENGAGE PARTICIPANTS
SELF-DETERMINATION THEORY

Interest, enjoyment
highly competent

EXTRINSIC
MOTIVATION

AMOTIVATION
Task is not done proper...
CHALLENGE #2
BETTER CAPTURE THE COMPLEX
CONSUMER REALITY
Recognizing the social
dimension in decision making
Context is a better predictor
of consumer behaviour
Our decisions are wired

by emotions
SO HOW DID WE
WHAT DID
WE DO? THIS HAPPEN
MAKE
CHALLENGE #1

TOOLS & TACTICS TO MOVE

ON THE CONTINUUM
EXTRINSIC
MOTIVATION
AMOTIVATION

AUTONOMY

COMPETENCE
RELATEDNESS
VALUE

INTRINSIC
MOTIVATION
AUTONOMY
YOU ARE FREE TO
DO THIS OR NOT
AUTONOMY

MODULARITY AT THE

PARTICIPANT SIDE
AUTONOMY

OPTIONAL SECOND

SURVEY DIMENSION
COMPETENCE
YOU ARE GOOD AT
THIS
COMPETENCE

PARTICIPANTS AS
CO-RESEARCHERS
COMPETENCE

PARTICIPANTS AS
CO-RESEARCHERS
RELATEDNESS
PEOPLE LIKE YOU
DO THIS
RELATEDNESS

INTRODUCING THEIR
SHARED INTERESTS
VALUE
WHAT YOU DO HAS
A MEANING
10-25%

ACTIVELY PARTICIPATES
INCREASED PARTICIPANT
SATISFACTION & INTEREST

X2
+15%

PARTICIPANTS FEEL

BETTER UNDERSTOOD
WE DID NOT ONLY GET MORE
BUT ALSO RICHER DATA
CHALLENGE #2

TOOLS TO GRASP THE
COMPLEX CONSUMER REALITY
THE ASSOCATION TOOL
THE CONTAGIOUS EFFECT
OF THE SOCIAL DIMENSION
GETTING ANSWERS TO QUESTIONS
WE DID NOT ASK!
SURFING ON EACH
OTHERS IDEAS
EXPLAINING THE WHY
BEHIND THE NUMBERS
Take a picture when you are heaving breakfast. What are you
having for breakfast and why do you choose this?
Task 1: Your ...
BETTER UNDERSTAND
TARGET GROUPS DIFFERENCES
AVOIDING RECALL BIAS
USING TASK-BASED ELEMENTS
ADDED VALUE OF
IMPLICIT MEASUREMENT
ADDED VALUE OF

Reaction time

IMPLICIT MEASUREMENT
NICHE

NATURAL

These items are not associated with the
given brand by...
SO WHAT DID WE
WHAT DID
WE DO?
LEARN FROM THIS
ENGAGED PARTICIPANTS

LEAD TO BETTER AND
RICHER DATA
BETTER UNDERSTAND

THE COMPLEX CONSUMER
REALITY
MORE ACTIONABLE

RESEARCH
POSITIVE IMPACT ON

CONSUMERS’ BRAND PERCEPTION
Thank you!
Katia Pallini
+32 9 269 12 23

katia@insites-consulting.com
Engaging Surveys Smartees Webinar
Engaging Surveys Smartees Webinar
Engaging Surveys Smartees Webinar
Engaging Surveys Smartees Webinar
Engaging Surveys Smartees Webinar
Engaging Surveys Smartees Webinar
Engaging Surveys Smartees Webinar
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Engaging Surveys Smartees Webinar

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This is the full slidedeck of our ‘Engaging Surveys’ Smartees Webinar. The presentation elaborates on how our new approach allows true consumer collaboration in survey research, tapping into context and conversation. Based on eBay and Cloetta client cases, the actual impact of this new survey design is described. Presentation by Katia Pallini (Research Consultant, InSites Consulting)

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Engaging Surveys Smartees Webinar

  1. 1. Engaging Surveys Smartees Webinar This is the full slidedeck of our ‘Engaging Surveys’ Smartees Webinar. The presentation elaborates on how our new approach allows true consumer collaboration in survey research, tapping into context and conversation. Based on eBay and Cloetta client cases, the actual impact of this new survey design is described.
  2. 2. Engaging Surveys Collaborating with consumers in survey research
  3. 3. Other 6% Total Qualitative 18% Total Quantitative 76% Source: 2012 Esomar
  4. 4. 2 KEY CHAL LENG ES #1 BETTER ENGAGE PARTICIPANTS #2 CAPTURE THE COMPLEX CONSUMER REALITY
  5. 5. CHALLENGE #1 BETTER ENGAGE PARTICIPANTS
  6. 6. SELF-DETERMINATION THEORY Interest, enjoyment highly competent EXTRINSIC MOTIVATION AMOTIVATION Task is not done properly INTRINSIC MOTIVATION
  7. 7. CHALLENGE #2 BETTER CAPTURE THE COMPLEX CONSUMER REALITY
  8. 8. Recognizing the social dimension in decision making
  9. 9. Context is a better predictor of consumer behaviour
  10. 10. Our decisions are wired by emotions
  11. 11. SO HOW DID WE WHAT DID WE DO? THIS HAPPEN MAKE
  12. 12. CHALLENGE #1 TOOLS & TACTICS TO MOVE ON THE CONTINUUM
  13. 13. EXTRINSIC MOTIVATION AMOTIVATION AUTONOMY COMPETENCE RELATEDNESS VALUE INTRINSIC MOTIVATION
  14. 14. AUTONOMY YOU ARE FREE TO DO THIS OR NOT
  15. 15. AUTONOMY MODULARITY AT THE PARTICIPANT SIDE
  16. 16. AUTONOMY OPTIONAL SECOND SURVEY DIMENSION
  17. 17. COMPETENCE YOU ARE GOOD AT THIS
  18. 18. COMPETENCE PARTICIPANTS AS CO-RESEARCHERS
  19. 19. COMPETENCE PARTICIPANTS AS CO-RESEARCHERS
  20. 20. RELATEDNESS PEOPLE LIKE YOU DO THIS
  21. 21. RELATEDNESS INTRODUCING THEIR SHARED INTERESTS
  22. 22. VALUE WHAT YOU DO HAS A MEANING
  23. 23. 10-25% ACTIVELY PARTICIPATES
  24. 24. INCREASED PARTICIPANT SATISFACTION & INTEREST X2
  25. 25. +15% PARTICIPANTS FEEL BETTER UNDERSTOOD
  26. 26. WE DID NOT ONLY GET MORE BUT ALSO RICHER DATA
  27. 27. CHALLENGE #2 TOOLS TO GRASP THE COMPLEX CONSUMER REALITY
  28. 28. THE ASSOCATION TOOL
  29. 29. THE CONTAGIOUS EFFECT OF THE SOCIAL DIMENSION
  30. 30. GETTING ANSWERS TO QUESTIONS WE DID NOT ASK!
  31. 31. SURFING ON EACH OTHERS IDEAS
  32. 32. EXPLAINING THE WHY BEHIND THE NUMBERS
  33. 33. Take a picture when you are heaving breakfast. What are you having for breakfast and why do you choose this? Task 1: Your breakfast moment THE PICTURE SHOP Task 1: Your breakfast moment
  34. 34. BETTER UNDERSTAND TARGET GROUPS DIFFERENCES
  35. 35. AVOIDING RECALL BIAS USING TASK-BASED ELEMENTS
  36. 36. ADDED VALUE OF IMPLICIT MEASUREMENT
  37. 37. ADDED VALUE OF Reaction time IMPLICIT MEASUREMENT NICHE NATURAL These items are not associated with the given brand by a lot of respondents, however the reaction time is faster than average. These are niche associations often amongst users with a certain brand experience. These items are associated with the given brand by many respondents and the reaction time linked to the association is faster than average. These are natural and spontaneous associations. These items are not associated with the given brand by a lot of respondents and if associated the reaction time is below average. These items are not linked with brand. These items are associated with the given brand by many respondents but the reaction time is below average. These are potential associations which can become natural if the given brand enhances the communication. LIMITS POTENTIAL % of respondents
  38. 38. SO WHAT DID WE WHAT DID WE DO? LEARN FROM THIS
  39. 39. ENGAGED PARTICIPANTS LEAD TO BETTER AND RICHER DATA
  40. 40. BETTER UNDERSTAND THE COMPLEX CONSUMER REALITY
  41. 41. MORE ACTIONABLE RESEARCH
  42. 42. POSITIVE IMPACT ON CONSUMERS’ BRAND PERCEPTION
  43. 43. Thank you!
  44. 44. Katia Pallini +32 9 269 12 23 katia@insites-consulting.com

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