The Future of Surveys
Smartees Breakfast
This is the full slidedeck of our
Smartees Breakfast session on ‘the
Future of Su...
Welcome
We’ll start in a minute…

#insites
3
Trusting
customers
We work for more than 30% of the best
global brands (Interbrand 2010) and
specifically focus on the cha...
Helping world leading brands
become locally relevant
Some of our UK customers

UK 2013
More than just
research
InSites Consulting takes research further by
using our vision & expertise in the domains
of brandi...
Thought leader
in communities

The Consumer Consulting Board book
is the fruit of years of work in the field
of research c...
Social Media
Listening &
Netnography

Research
Communities

Online
Group
Discussions

1on1
Online
Interviews

Engage

Digi...
SURVEY RESEARCH IS MORE
THAN COLLECTING DATA
THE POWER OF VALIDATION
FOR YOUR DECISION MAKING
Other 6%
Total Qualitative 18%

Total Quantitative 76%

Source: 2012 Esomar
MULTIPLE SOLUTIONS
CHALLENGES WITHIN

SURVEY RESEARCH
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
ENGAGING TOOLS TO UNLOCK
THE FULL POTENTIAL
CONSUMER - CONSUMER

CONNECTED
INDIVIDUAL
ASKING

DOING

BRAND/RESEARCHER - CONSUMER

COLLABORATING
CONSUMER - CONSUMER

CONNECTED
INDIVIDUAL

TRADITIONAL
SURVEYS

ASKING

DOING

BRAND/RESEARCHER - CONSUMER

COLLABORATING
CONNECTED
INDIVIDUAL

CONSUMER - CONSUMER

THE ASSOCATION TOOL

TRADITIONAL
SURVEYS

ASKING

DOING

BRAND/RESEARCHER - CON...
THE ASSOCATION TOOL
THE CONTAGIOUS EFFECT
OF THE SOCIAL DIMENSION
CONSUMER - CONSUMER

CONNECTED
INDIVIDUAL

TRADITIONAL
SURVEYS

ASKING

IMPLICIT MEASUREMENT

DOING

BRAND/RESEARCHER - CO...
THE IMPLICIT ASSOCIATION TOOL
ADDED VALUE OF
IMPLICIT MEASUREMENT
ADDED VALUE OF

Reaction time

IMPLICIT MEASUREMENT
NICHE

NATURAL

These items are not associated with the
given brand by...
CONSUMER - CONSUMER

CONNECTED
INDIVIDUAL

TRADITIONAL
SURVEYS

ASKING

DAY-IN-THE-LIFE TOOL

DOING

BRAND/RESEARCHER - CO...
THE DAY-IN-THE-LIFE TOOL
8/10

Checked PC World for my
item and the staff were
helpful but not too
knowledgeable. Checked
...
CONNECTED
INDIVIDUAL

CONSUMER - CONSUMER

?
TRADITIONAL
SURVEYS

ASKING

DOING

BRAND/RESEARCHER - CONSUMER

COLLABORATIN...
WE CAN LEVEL-UP
EVEN MORE!
OPTIONAL SECOND
SURVEY DIMENSION
CONNECTED
INDIVIDUAL

CONSUMER - CONSUMER

THE LOUNGE

TRADITIONAL
SURVEYS

ASKING

DOING

BRAND/RESEARCHER - CONSUMER

CO...
CONNECTING WITH
OTHER PARTICIPANTS
CONNECTED
INDIVIDUAL

CONSUMER - CONSUMER

THE IDEATION TOOL

TRADITIONAL
SURVEYS

ASKING

DOING

BRAND/RESEARCHER - CONSU...
Optimize my search
We discovered that people often have a hard time when looking for a
specific item on eBay. When searchi...
SURFING ON EACH
OTHERS IDEAS
CONNECTED
INDIVIDUAL

CONSUMER - CONSUMER

REVIEW WRITING

TRADITIONAL
SURVEYS

ASKING

DOING

BRAND/RESEARCHER - CONSUMER...
AVOIDING RECALL BIAS
USING TASK-BASED ELEMENTS
WHAT ARE THE PRO & CONS ??
Thank you

Katia Pallini
+32 9 269 12 23

katia@insites-consulting.com

be.linkedin.com/pub/katia-pallini/7/1b5/b01
LISA OHLIN
NICE TO MEET YOU
CLOETTA
INSIGHT VALIDATION CASE
LOTS OF IDEAS…
BETTER INSIGHTS,
HIGHER BUSINESS POTENTIAL
GOOD INSIGHTS LEAD TO ACTIVATION
IT’S ME!
CROWD
INTERPRETATION
WE ARE BETTER AT PREDICTING

OTHER PEOPLE’S BEHAVIOUR
AHAA!
THE LOUNGE
R&D contribution
The lounge

What did we do?
xxxx
Task 1: Your coffee moment
Take a picture when you are having coffee. Describe your
moment/environment and how you chose t...
Insight
97
100%

Kids
112
35%

No kids
88
65%

18-34; 55-64
126
15%

All other employment
status
106
9%
Full time employed...
EMOTION
FROM STATED TO
IMPLICIT MEASUREMENT
BETTER INSIGHTS LEAD TO
BETTER ACTIVATION
Ideation

What did we do?
This task based element allows us to explore the solutions space.
Participants were asked to bra...
IDEA CARDS
SURFING ON EACH
OTHERS IDEAS
POTENTIAL AND
THE WHY
Thank you
Lisa Ohlin, Business Director FMCG & Retail
lisa@insites-consulting.com
T: +44 2078702573 M: +44 7891736285
http...
Let’s go on to the Q&A
Thank you for joining!
The Future of Surveys Smartees Breakfast
The Future of Surveys Smartees Breakfast
The Future of Surveys Smartees Breakfast
The Future of Surveys Smartees Breakfast
The Future of Surveys Smartees Breakfast
The Future of Surveys Smartees Breakfast
The Future of Surveys Smartees Breakfast
The Future of Surveys Smartees Breakfast
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The Future of Surveys Smartees Breakfast

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This is the full slidedeck of 'the Future of Surveys' Smartees Breakfast session in London on 20 November 2013. 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) and LIsa Ohlin (Business Director FMCG & Retail, InSites Consulting).

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The Future of Surveys Smartees Breakfast

  1. 1. The Future of Surveys Smartees Breakfast This is the full slidedeck of our Smartees Breakfast session on ‘the Future of Surveys’. 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. Welcome We’ll start in a minute… #insites
  3. 3. 3
  4. 4. Trusting customers We work for more than 30% of the best global brands (Interbrand 2010) and specifically focus on the challenges of FMCG & retail, media & entertainment, financial services, travel & leisure, life sciences &healthcare and telco & technology with a dedicated team of experts. We deliver tailored approaches and are proud to have highly satisfied customers, just ask around! Why InSites?
  5. 5. Helping world leading brands become locally relevant
  6. 6. Some of our UK customers UK 2013
  7. 7. More than just research InSites Consulting takes research further by using our vision & expertise in the domains of branding, communication and youth. We are so passionate about these topics that we share our knowledge via our best-selling management books. This marketing expertise will be used to turn the feedback gathered in the community into actionable recommendations.
  8. 8. Thought leader in communities The Consumer Consulting Board book is the fruit of years of work in the field of research communities. It serves as an inspiration for companies to start with structural collaboration, offering fresh insights and various case studies to continue the path towards becoming an open, agile and consumer-centric thinking company.
  9. 9. Social Media Listening & Netnography Research Communities Online Group Discussions 1on1 Online Interviews Engage Digital Surveys Consumer-led Ethnography METHODS We allow participants to ENGAGE with us anytime, anywhere (online, mobile, asynchronous methods…). We make it fun for them to give more & better answers (gamification, audio-visual cues, design…). We empower them to be co-researchers (crowd interpretation, co-moderation…).
  10. 10. SURVEY RESEARCH IS MORE THAN COLLECTING DATA
  11. 11. THE POWER OF VALIDATION FOR YOUR DECISION MAKING
  12. 12. Other 6% Total Qualitative 18% Total Quantitative 76% Source: 2012 Esomar
  13. 13. MULTIPLE SOLUTIONS
  14. 14. CHALLENGES WITHIN SURVEY RESEARCH
  15. 15. CHALLENGE #1 BETTER ENGAGE PARTICIPANTS
  16. 16. SELF-DETERMINATION THEORY Interest, enjoyment highly competent EXTRINSIC MOTIVATION AMOTIVATION Task is not done properly INTRINSIC MOTIVATION
  17. 17. CHALLENGE #2 BETTER CAPTURE THE COMPLEX CONSUMER REALITY
  18. 18. Recognizing the social dimension in decision making
  19. 19. Context is a better predictor of consumer behaviour
  20. 20. Our decisions are wired by emotions
  21. 21. ENGAGING TOOLS TO UNLOCK THE FULL POTENTIAL
  22. 22. CONSUMER - CONSUMER CONNECTED INDIVIDUAL ASKING DOING BRAND/RESEARCHER - CONSUMER COLLABORATING
  23. 23. CONSUMER - CONSUMER CONNECTED INDIVIDUAL TRADITIONAL SURVEYS ASKING DOING BRAND/RESEARCHER - CONSUMER COLLABORATING
  24. 24. CONNECTED INDIVIDUAL CONSUMER - CONSUMER THE ASSOCATION TOOL TRADITIONAL SURVEYS ASKING DOING BRAND/RESEARCHER - CONSUMER COLLABORATING
  25. 25. THE ASSOCATION TOOL
  26. 26. THE CONTAGIOUS EFFECT OF THE SOCIAL DIMENSION
  27. 27. CONSUMER - CONSUMER CONNECTED INDIVIDUAL TRADITIONAL SURVEYS ASKING IMPLICIT MEASUREMENT DOING BRAND/RESEARCHER - CONSUMER COLLABORATING
  28. 28. THE IMPLICIT ASSOCIATION TOOL
  29. 29. ADDED VALUE OF IMPLICIT MEASUREMENT
  30. 30. 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
  31. 31. CONSUMER - CONSUMER CONNECTED INDIVIDUAL TRADITIONAL SURVEYS ASKING DAY-IN-THE-LIFE TOOL DOING BRAND/RESEARCHER - CONSUMER COLLABORATING
  32. 32. THE DAY-IN-THE-LIFE TOOL 8/10 Checked PC World for my item and the staff were helpful but not too knowledgeable. Checked price 8/10 9/10 As John Lewis price match I knew the price here didn't matter, but their customer reviews are interesting 8/10 9/10 Looked to see if I could get a better price somewhere else and found I could 9/10 This was the best available price and very good product info 7/10 Double checked for pricing, but wasn't as good as what I'd found already 7/10 Checked here for pricing, but not as cheap as already found 9/10 The end Made sure I read as many reviews as possible for my product Blogs came up when searching on Google so read these to make sure of my choice Purchased from online shop. Used only laptop all the way through the process.
  33. 33. CONNECTED INDIVIDUAL CONSUMER - CONSUMER ? TRADITIONAL SURVEYS ASKING DOING BRAND/RESEARCHER - CONSUMER COLLABORATING
  34. 34. WE CAN LEVEL-UP EVEN MORE!
  35. 35. OPTIONAL SECOND SURVEY DIMENSION
  36. 36. CONNECTED INDIVIDUAL CONSUMER - CONSUMER THE LOUNGE TRADITIONAL SURVEYS ASKING DOING BRAND/RESEARCHER - CONSUMER COLLABORATING
  37. 37. CONNECTING WITH OTHER PARTICIPANTS
  38. 38. CONNECTED INDIVIDUAL CONSUMER - CONSUMER THE IDEATION TOOL TRADITIONAL SURVEYS ASKING DOING BRAND/RESEARCHER - CONSUMER COLLABORATING
  39. 39. Optimize my search We discovered that people often have a hard time when looking for a specific item on eBay. When searching for an item you are often confronted with a broad range of possible items Meet Katia with different characteristics and specifications. How would you improve this search process? How could eBay help you narrow down that search list to only the brands and items you like? I need some inspiration Shopping, for example for clothes, accessories and fashion items, is often not as easy as you initially think. You may well have an idea of what you are looking for, however some inspiration could help you get the perfect item! How would you inspire people when shopping online? Meet eBay Specific shopping websites Thinking specifically about fashion (clothes and accessories) and consumer electronic items, what special websites do you think are required out there and what should they look like? What special features would they have and how would they improve the online shopping experience? THE IDEATION TOOL 43
  40. 40. SURFING ON EACH OTHERS IDEAS
  41. 41. CONNECTED INDIVIDUAL CONSUMER - CONSUMER REVIEW WRITING TRADITIONAL SURVEYS ASKING DOING BRAND/RESEARCHER - CONSUMER COLLABORATING
  42. 42. AVOIDING RECALL BIAS USING TASK-BASED ELEMENTS
  43. 43. WHAT ARE THE PRO & CONS ??
  44. 44. Thank you Katia Pallini +32 9 269 12 23 katia@insites-consulting.com be.linkedin.com/pub/katia-pallini/7/1b5/b01
  45. 45. LISA OHLIN NICE TO MEET YOU
  46. 46. CLOETTA INSIGHT VALIDATION CASE
  47. 47. LOTS OF IDEAS…
  48. 48. BETTER INSIGHTS, HIGHER BUSINESS POTENTIAL
  49. 49. GOOD INSIGHTS LEAD TO ACTIVATION
  50. 50. IT’S ME!
  51. 51. CROWD INTERPRETATION
  52. 52. WE ARE BETTER AT PREDICTING OTHER PEOPLE’S BEHAVIOUR
  53. 53. AHAA!
  54. 54. THE LOUNGE
  55. 55. R&D contribution The lounge What did we do? xxxx
  56. 56. Task 1: Your coffee moment Take a picture when you are having coffee. Describe your moment/environment and how you chose this. Task 1: Your coffee moment
  57. 57. Insight 97 100% Kids 112 35% No kids 88 65% 18-34; 55-64 126 15% All other employment status 106 9% Full time employed 157 6% 35-54; 101 20% GIVE A FACE TO THE NUMBERS
  58. 58. EMOTION
  59. 59. FROM STATED TO IMPLICIT MEASUREMENT
  60. 60. BETTER INSIGHTS LEAD TO BETTER ACTIVATION
  61. 61. Ideation What did we do? This task based element allows us to explore the solutions space. Participants were asked to brainstorm on 3 idea topics. For each topic we asked them what their idea would be to solve the problem. The social dimension of the tool allowed for participants to vote on other ideas as well as start a conversation, bringing this brainstorm tool to a new dimension. THE IDEATION TOOL R&D contribution We used the following idea topics: 1. Healthy chocolate ideas Many of the current chocolate products are a bit too unhealthy to be eaten in between meals. What could be a healthy chocolate product and how would it look and taste like? 2. I need to re-energize idea We all have those moments where we could do with a mental (and physical) boost. What if a great tasting treat could provide you with that uplift? 3. Let’s create a match The combo between chocolate and cold drinks is not always ideal. How would you optimise the match between chocolate and cold drinks? What is the main issue for the mismatch? What would be a good match? 69
  62. 62. IDEA CARDS
  63. 63. SURFING ON EACH OTHERS IDEAS
  64. 64. POTENTIAL AND THE WHY
  65. 65. Thank you Lisa Ohlin, Business Director FMCG & Retail lisa@insites-consulting.com T: +44 2078702573 M: +44 7891736285 http://uk.linkedin.com/in/lisaohlin
  66. 66. Let’s go on to the Q&A
  67. 67. Thank you for joining!

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