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The Future of Surveys
Smartees Seminar
This is the full slidedeck of our
Smartees Seminar on ‘the Future of
Surveys’, host...
Welcome & introduction
I / we don’t always look this way…
# insites
# mrx
Say hi to your neighbour.
Conversation starters:
I am here because…
I’m interested in the future of surveys because…
I’m i...
Who filled out a +5 minutes survey in
the past 6 months?
Who filled out a +5 minutes survey
from another brand, service or
company in the past 6 months?
Who ever thought: ‘who the h*ll is
actually still filling out surveys?’
Pop-up response rate this week?
A. 2%
B. 1%
C. Less than 1%
The Future of Surveys
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
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 CAN 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

R&D contribution
The lounge

What did we do?
xxxx

CONNECTING IN
THE LOUNGE
RELATEDNESS

INTRODUCING THEIR
SHARED INTERESTS
RELATEDNESS

Twanjo

Femke

Wendy

Iris

Sandra

“Hallo! Mijn naam is Chanou en ben 26 jaar oud/
jong ;-) Ik kijk al sinds...
VALUE
WHAT YOU DO HAS
A MEANING
VALUE

SHARING THE CLIENT
OBJECTIVES
VALUE

SHARING THE CLIENT
OBJECTIVES

4. Value = what you do has meaning
EXTRINSIC
MOTIVATION
AMOTIVATION

AUTONOMY

COMPETENCE
RELATEDNESS
VALUE

INTRINSIC
MOTIVATION
10-25%

ACTIVELY PARTICIPATES
INCREASED PARTICIPANT
SATISFACTION & INTEREST

X2
« I have to say I like the Village more than the app, because there is room
for discussion and to give your opinion »

PAR...
+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
SURFING ON EACH
OTHERS IDEAS
Optimize my search
We discovered that people often have a hard time when looking for a
specific item on eBay. When searchi...
IDEA C

ARD

I need so

me insp

IDEA INSP

D
A AR
IDEizingCe search process
th

iration

IRATION

Optim

SPIRATIO

IDEA I...
IDEAS FOR APP OPTIMIZATION
TOWARDS NEXT YEAR
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
POSSITIVE IMPACT ON

CONSUMERS’ BRAND PERCEPTION
THANK YOU!
Katia Pallini
+32 9 269 12 23

Katia@insites-consulting.com
Case study: Cloetta
Case Study - Cloetta
Insight Validation +
New York I Timisoara I London I Rotterdam I Ghent

www.insites-consulting.com
THE MAGIC FORMULA
IT’S ME!
WE ARE BETTER AT PREDICTING

OTHER PEOPLE’S BEHAVIOUR
PARTICIPANTS AS
CO-RESEARCHERS
OPTIONAL SECOND

SURVEY DIMENSION
BETTER UNDERSTANDING
OF THE WHY
Task 1: Your breakfast moment
Take a picture when you are heaving breakfast. What are you
having for breakfast and why do ...
18-34; 55-64
Kids
112
Insight
97
100%

126
15%

35%

No kids

35-54
101
20%

All other employment
status
106
9%

Full time...
R&D contribution
Facebook page

Task description

What did we do?
For this task based element participants are asked to cr...
Insight
97
100%

Kids
112
35%

No kids
88
65%

18-34; 55-64
126
15%

35-54
101
20%

All other employment
status
106
9%

Fu...
EXCITEMENT
88

Idea topic
Lorem ipsum dolor sit amet, consectetuer adipiscing elit, sed diam
nonummy nibh euismod tincidunt ut laoree...
R&D contribution
The lounge

GETTING ANSWERS TO
QUESTIONS YOU DID NOT ASK
What did we do?
xxxx
EMOTION
FROM STATED TO
IMPLICIT MEASUREMENT
Implicit measurement
Screenshot
For this exercise the respondent is asked to press the space bar to start the exercise. A ...
Reaction time

NICHE

NATURAL

These items are not associated with the
given brand by a lot of respondents,
however the re...
NEW METHOD LED TO

RICHER DATA
1. BETTER
UNDERSTANDING
INSIGHT
IDENTIFICATION
2. BRINGING TO
LIFE
TARGET GROUPS
3. GENERATION OF
PRODUCT IDEAS
4. ‘BOTTOM UP’
TOPICS AND
SUGGESTIONS
Ashley Smith
+32 9 269 12 12

Ashley@insites-consulting.com
Fast track 1: Andres
THE ANDRES CASE
FASHIONABLE RESEARCH
#MobileSurveys
@Saartje_VDB
64%

41%

No environment is 100%
mobile-free anymore

Sources: Mobile Mindset report by InSites Consulting (2012)
Survey S...
Welcome in the
mobile research space!

Are we ready to jump?
Research objectives:

Evaluate the new store concepts for
Hampton Bays and Xandres
Test hypotheses on expected benefits of...
Set-up of the case study

Benchmark

In-store
recruitment

Recruitment
from Andres
database

In-store
questionnaire
(mobil...
Results | Sampling efficiency
1. Less waste, so good way of
finding users of a certain service
or product.
2. Positive par...
Results | Representativity issues

Quiz

1. In-store sample significantly
younger compared to database.

The participants ...
Results | Data quality
What questions should you ask in the heat of the moment?
1. No need for on-the-spot
measurement of ...
Successful recruitment method to reach
difficult targets (youngsters, product/service users
and brand-/topic-engaged consu...
Saartje Van den Branden
+32 9 269 15 11

Saartje@insites-consulting.com

@Saartje_VDB
Fast track 2: Kinepolis
THE KINEPOLIS
CASE
@TIMOVANDEMAELE
 Discovering who forms the current user base of this
application
 Discovering the drivers and frequency of using and
dow...
HOW

DID

WE HANDLE
IT

?

@TIMOVANDEMAELE
Box office market research

1. We intercepted app users
by means of a popup

2. The e-mail address
captured in the first
p...
Results

• 400 participants in 4 hours, 800 in a day

• 6603 participants through app intercept
• 85% of them provided the...
A group of people who are
engaged with the brand.
Socio-demo perspective: more
youngsters & males
Technology- and
mobile-s...
@TIMOVANDEMAELE
Timo Vandemaele
+32 9 269 16 09

Timo@insites-consulting.com

@TimoVandemaele

be.linkedin.com/in/timovandemaele
Fast track 3: Online dashboarding
Online dashboards
The future of surveys
New York I Timisoara I London I Rotterdam I Ghent

www.insites-consulting.com
I’m Matthias
Early 30’s, living in Ghent area (Belgium), in
love with Liselotte & Mats.
#beer #books #music #soccer #techn...
Is this recognisable?
Or this?
Can you resend me the June
report, I seem to have lost it?

I know it’s not yet the end of the
month, but I would...
Or even this?
Can I also please have a
report for my business unit?
… Well that’s gonna be kind of difficult since
we only...
Or this situation?

January

February

March

April

May

June

July

August

September

October

November December
(… ending up like this…)
…Auwtch, my
back hurts…

… If only they had some kind
of online report so that I only
need my iPa...
And this?
Ah dammit, I would need to know our
latest customer satisfaction number right
now, but I forgot to bring the sli...
And, finally, what about this?
Now, this morning I received from our market research department
that report on our new med...
Moreover, would you like to…
Increase your data visibility
and accessibility of real-time
consumer information?
ofcourse y...
Online dashboards

The future of surveys
It is an online platform, which means
that all results (even last-minute
changes) are instantly available.
Moreover, resul...
Data Presenting System
The online dashboards we build offer more than just reporting results; it is an
interactive and mul...
Content versus stakeholders
management

Infographics

Online dashboards including charts, tables, wordclouds… with point-a...
Integrated modules for everyone
On top of the InfoGraphics based dashboards (storytellers), the online dashboards also
off...
A fine selection of satisfied customers

…
And why are they satisfied?

“

Klantentevredenheid zit reeds lang in
onze genen. Door de implementatie van het
NPS verhaa...
3 case studies
Experience of SkyTeam
Lounge passengers who
were invited
to
complete an online survey at different
airports...
What is the future of dashboarding?

It’s an answer to
“everyone digital”.

It’s an answer to
“big data”.
Matthias Dusselier
+32 9 269 15 18

Matthias@insites-consulting.com

@dusse_
Thank you!
Questions? Remarks?
Feedback?
Stay tuned!

4 smartees/year
1 webinar/month
(http://smartees.insites-consulting.com/smartees/)
Thank you!
The Future of Surveys Smartees Seminar
The Future of Surveys Smartees Seminar
The Future of Surveys Smartees Seminar
The Future of Surveys Smartees Seminar
The Future of Surveys Smartees Seminar
The Future of Surveys Smartees Seminar
The Future of Surveys Smartees Seminar
The Future of Surveys Smartees Seminar
The Future of Surveys Smartees Seminar
The Future of Surveys Smartees Seminar
The Future of Surveys Smartees Seminar
The Future of Surveys Smartees Seminar
The Future of Surveys Smartees Seminar
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The Future of Surveys Smartees Seminar

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This is the full slidedeck of our Smartees Seminar on ‘the Future of Surveys’, hosted in our Ghent office on 28 November 2013. The presentation elaborates on how our new approach allows true consumer collaboration in survey research, tapping into context and conversation. All of this illustrated with client cases from eBay, Cloetta, Andres, Kinepolis and many more.

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The Future of Surveys Smartees Seminar

  1. 1. The Future of Surveys Smartees Seminar This is the full slidedeck of our Smartees Seminar on ‘the Future of Surveys’, hosted in our Ghent office on 28 November 2013. The presentation elaborates on how our new approach allows true consumer collaboration in survey research, tapping into context and conversation. All of this illustrated with client cases from eBay, Cloetta, Andres, Kinepolis and many more.
  2. 2. Welcome & introduction
  3. 3. I / we don’t always look this way…
  4. 4. # insites # mrx
  5. 5. Say hi to your neighbour. Conversation starters: I am here because… I’m interested in the future of surveys because… I’m into market research because…
  6. 6. Who filled out a +5 minutes survey in the past 6 months?
  7. 7. Who filled out a +5 minutes survey from another brand, service or company in the past 6 months?
  8. 8. Who ever thought: ‘who the h*ll is actually still filling out surveys?’
  9. 9. Pop-up response rate this week? A. 2% B. 1% C. Less than 1%
  10. 10. The Future of Surveys
  11. 11. SURVEY RESEARCH IS MORE THAN COLLECTING DATA
  12. 12. THE POWER OF VALIDATION FOR YOUR DECISION MAKING
  13. 13. Other 6% Total Qualitative 18% Total Quantitative 76% Source: 2012 Esomar
  14. 14. MULTIPLE SOLUTIONS
  15. 15. 2 KEY CHAL LENG ES #1 BETTER ENGAGE PARTICIPANTS #2 CAPTURE THE COMPLEX CONSUMER REALITY
  16. 16. CHALLENGE #1 BETTER ENGAGE PARTICIPANTS
  17. 17. SELF-DETERMINATION THEORY Interest, enjoyment highly competent EXTRINSIC MOTIVATION AMOTIVATION Task is not done properly INTRINSIC MOTIVATION
  18. 18. CHALLENGE #2 BETTER CAPTURE THE COMPLEX CONSUMER REALITY
  19. 19. Recognizing the social dimension in decision making
  20. 20. Context is a better predictor of consumer behaviour
  21. 21. Our decisions are wired by emotions
  22. 22. SO HOW CAN WE WHAT DID WE DO? THIS HAPPEN MAKE
  23. 23. CHALLENGE #1 TOOLS & TACTICS TO MOVE ON THE CONTINUUM
  24. 24. EXTRINSIC MOTIVATION AMOTIVATION AUTONOMY COMPETENCE RELATEDNESS VALUE INTRINSIC MOTIVATION
  25. 25. AUTONOMY YOU ARE FREE TO DO THIS OR NOT
  26. 26. AUTONOMY MODULARITY AT THE PARTICIPANT SIDE
  27. 27. AUTONOMY OPTIONAL SECOND SURVEY DIMENSION
  28. 28. COMPETENCE YOU ARE GOOD AT THIS
  29. 29. COMPETENCE PARTICIPANTS AS CO-RESEARCHERS
  30. 30. COMPETENCE PARTICIPANTS AS CO-RESEARCHERS
  31. 31. RELATEDNESS PEOPLE LIKE YOU DO THIS
  32. 32. RELATEDNESS R&D contribution The lounge What did we do? xxxx CONNECTING IN THE LOUNGE
  33. 33. RELATEDNESS INTRODUCING THEIR SHARED INTERESTS
  34. 34. RELATEDNESS Twanjo Femke Wendy Iris Sandra “Hallo! Mijn naam is Chanou en ben 26 jaar oud/ jong ;-) Ik kijk al sinds dat ik heel klein was. Acht uur 's avonds is dan ook echt een stilte momentje bij ons in huis en wordt ook de telefoon niet beantwoord hihi. Ben getrouwd met Alex. Alex komt uit Denemarken en heeft Nederlands leren spreken door Goede Tijden Slechte Tijden.” Gerry Tibor Chantal Joep Samantha Chanou Fleur Nathalie “Ik ben Tibor, 27 jaar. Ik ben super grote fan van GTST, ben ook een paar keer op de set geweest om te kijken en ja dat was echt super leuk! De crew en de productie kennen mij ook allemaal dus dat is wel heel erg leuk.” Danny Xantha Nelly Deborah Youri Gerrianne Inge Cynthia Charona SHARING FANSHIP STORIES
  35. 35. VALUE WHAT YOU DO HAS A MEANING
  36. 36. VALUE SHARING THE CLIENT OBJECTIVES
  37. 37. VALUE SHARING THE CLIENT OBJECTIVES 4. Value = what you do has meaning
  38. 38. EXTRINSIC MOTIVATION AMOTIVATION AUTONOMY COMPETENCE RELATEDNESS VALUE INTRINSIC MOTIVATION
  39. 39. 10-25% ACTIVELY PARTICIPATES
  40. 40. INCREASED PARTICIPANT SATISFACTION & INTEREST X2
  41. 41. « I have to say I like the Village more than the app, because there is room for discussion and to give your opinion » PARTICIPANTS LOVE THE VILLAGE
  42. 42. +15% PARTICIPANTS FEEL BETTER UNDERSTOOD
  43. 43. WE DID NOT ONLY GET MORE BUT ALSO RICHER DATA
  44. 44. CHALLENGE #2 TOOLS TO GRASP THE COMPLEX CONSUMER REALITY
  45. 45. THE ASSOCATION TOOL
  46. 46. THE CONTAGIOUS EFFECT OF THE SOCIAL DIMENSION
  47. 47. SURFING ON EACH OTHERS IDEAS
  48. 48. 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 52
  49. 49. IDEA C ARD I need so me insp IDEA INSP D A AR IDEizingCe search process th iration IRATION Optim SPIRATIO IDEA IN N N SCRIPTIO IDEA DE IDEA DE SCRIPTIO N ng like… somethi ered by nn, d be answ rtner. A This coul d my pa do our it card the siness an me cred Optimizingy busearch process use to we e sa that it card for m to use th eBay ID things one cred o people to buy IDEA INSPIRATION y rated try to use the Allow tw d highl at I use wisdom e In their ay ID th established an oints-tarts" w eB iles! I have an eing "p our airm n. er, well uch old and selling. B we maximise An has a m ? card as ing then the card tic buy because the same credit ing n share domes everyth cannot use at we ca I pay for ts so th to at un 19 insist th link our acco PayPal Pal s n't Pay proces Why ca e search RD – Op IDEA CA th timizing IDEA DESCRIPTION This could be answer Matchin ed by som g Items ething lik e… How abou t giving somethin option li nks on g else. F a or exam link giv ple if you page for one item ing sug ges have bou which co you hav gh uld mat e bought. tions for a pair ch of trouse t a shirt or blou Also wh Shirt/ T se, what rs or skir at about rouser about a a t Blouse/ an incen Skirt pa percentage disco that may go w tive to bu ith what ckage. P unt if y IDEAe than y mor CARD eople buy ou do bu ya ou Specific product one product websites and can tfits and this w il only hel IDEA CA RD – I ne p the shop l give IDEA INSPIRATION ed som per. e IDEA CARD Inspira tio This could be answered by something like… n Need UK listings to be UK only 37 I have spent hours today browsing eBay and found that there are so many sellers listing on eBay UK but are based in Hong Kong or China, so instead of having your order in a few days it takes a few weeks. There really needs to be a clamp down on how these overseas sellers are getting listed up on eBay UK but are not at all based in the UK. So misleading to the buyers! IDEA CARDprocess search Optimizing the IDEA DESCRIPTION IDEA INSPIRATION IDEA CARD – Optimizing the search process 25 This could be answered by something like… Lots of product information Sites selling only very specific types of products should provide a lot of information and support for the products. For example, electronic product sites should provide warranty information, user guides, comparisons of similar products, technical support. Clothing sites should provide size guides and returns and refund information. IDEA DESCRIPTION This could be answered IDEA CARD – Specific product websites by something like… Items In Searches? use people use so Reporting Wrong a particular item beca while searching for filtering down. I have had problems of entries even when a ch mean hundreds correctly placed in many keywords whi ng that isn't quite y ers who see somethi someone in the eBa Maybe eBay custom and then once reported for?" report the item were looking certain filter, could s this not what you y should be asked "wa get points for team verifies it? The eme where customers it into a reward sch n etc. Maybe even tur this. correctly identifying mizing the search IDEA CARD – Opti process 27 57
  50. 50. IDEAS FOR APP OPTIMIZATION TOWARDS NEXT YEAR
  51. 51. EXPLAINING THE WHY BEHIND THE NUMBERS
  52. 52. 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
  53. 53. BETTER UNDERSTAND TARGET GROUPS DIFFERENCES
  54. 54. AVOIDING RECALL BIAS USING TASK-BASED ELEMENTS
  55. 55. ADDED VALUE OF IMPLICIT MEASUREMENT
  56. 56. 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
  57. 57. SO WHAT DID WE WHAT DID WE DO? LEARN FROM THIS
  58. 58. ENGAGED PARTICIPANTS LEAD TO BETTER AND RICHER DATA
  59. 59. BETTER UNDERSTAND THE COMPLEX CONSUMER REALITY
  60. 60. MORE ACTIONABLE RESEARCH
  61. 61. POSSITIVE IMPACT ON CONSUMERS’ BRAND PERCEPTION
  62. 62. THANK YOU!
  63. 63. Katia Pallini +32 9 269 12 23 Katia@insites-consulting.com
  64. 64. Case study: Cloetta
  65. 65. Case Study - Cloetta Insight Validation + New York I Timisoara I London I Rotterdam I Ghent www.insites-consulting.com
  66. 66. THE MAGIC FORMULA
  67. 67. IT’S ME!
  68. 68. WE ARE BETTER AT PREDICTING OTHER PEOPLE’S BEHAVIOUR
  69. 69. PARTICIPANTS AS CO-RESEARCHERS
  70. 70. OPTIONAL SECOND SURVEY DIMENSION
  71. 71. BETTER UNDERSTANDING OF THE WHY
  72. 72. Task 1: Your breakfast moment 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
  73. 73. 18-34; 55-64 Kids 112 Insight 97 100% 126 15% 35% No kids 35-54 101 20% All other employment status 106 9% Full time employed; other 157 6% 88 65% GIVE A FACE TO THE NUMBERS
  74. 74. R&D contribution Facebook page Task description What did we do? For this task based element participants are asked to create a Facebook profile for the typical person they believe the insight would relate to. Using this projective technique we can get a detailed description of how that person would look like. Participants can easily brows for visuals that would visualize this person as well as ad a description on their social demographics and personal interests. We asked the participants to create the Facebook page of the typical person who you feel would identify with this statement: “There are moments when I really feel like something to refresh my mind and re-energize - a little ‘pick me up’. The common chocolate bars (eg Snickers) are ok for these moments, however sometimes I am looking for something a bit more exciting in terms of taste and mouthfeel” 85
  75. 75. Insight 97 100% Kids 112 35% No kids 88 65% 18-34; 55-64 126 15% 35-54 101 20% All other employment status 106 9% Full time employed; other 157 6% GIVE A FACE TO THE NUMBERS
  76. 76. EXCITEMENT
  77. 77. 88 Idea topic Lorem ipsum dolor sit amet, consectetuer adipiscing elit, sed diam nonummy nibh euismod tincidunt ut laoreet dolore magna aliquam erat volutpat. Ut wisi enim ad minim veniam, quis Meet Katia tation nostrud exerci ullamcorper suscipit lobortis nisl ut aliquip ex ea commodo consequat. Idea topic Lorem ipsum dolor sit amet, consectetuer adipiscing elit, sed diam nonummy nibh euismod tincidunt ut laoreet dolore magna aliquam erat volutpat. Ut wisi enim ad minim veniam, quis nostrud exerci tation ullamcorper suscipit lobortis nisl ut aliquip ex ea commodo consequat. Meet eBay Idea topic Lorem ipsum dolor sit amet, consectetuer adipiscing elit, sed diam nonummy nibh euismod tincidunt ut laoreet dolore magna aliquam erat volutpat. Ut wisi enim ad minim veniam, quis nostrud exerci tation ullamcorper suscipit lobortis nisl ut aliquip ex ea commodo consequat.
  78. 78. R&D contribution The lounge GETTING ANSWERS TO QUESTIONS YOU DID NOT ASK What did we do? xxxx
  79. 79. EMOTION
  80. 80. FROM STATED TO IMPLICIT MEASUREMENT
  81. 81. Implicit measurement Screenshot For this exercise the respondent is asked to press the space bar to start the exercise. A word, visual or statement is then shown for a specific duration and the respondent is asked to press the space bar as fast as possible if he associates the item with a given brand or statement. Implicit measurement - Screenshot
  82. 82. Reaction time 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
  83. 83. NEW METHOD LED TO RICHER DATA
  84. 84. 1. BETTER UNDERSTANDING INSIGHT IDENTIFICATION
  85. 85. 2. BRINGING TO LIFE TARGET GROUPS
  86. 86. 3. GENERATION OF PRODUCT IDEAS
  87. 87. 4. ‘BOTTOM UP’ TOPICS AND SUGGESTIONS
  88. 88. Ashley Smith +32 9 269 12 12 Ashley@insites-consulting.com
  89. 89. Fast track 1: Andres
  90. 90. THE ANDRES CASE FASHIONABLE RESEARCH #MobileSurveys @Saartje_VDB
  91. 91. 64% 41% No environment is 100% mobile-free anymore Sources: Mobile Mindset report by InSites Consulting (2012) Survey Sampling International 35% 20%
  92. 92. Welcome in the mobile research space! Are we ready to jump?
  93. 93. Research objectives: Evaluate the new store concepts for Hampton Bays and Xandres Test hypotheses on expected benefits of mobile surveying: Higher sampling efficiency Better data quality
  94. 94. Set-up of the case study Benchmark In-store recruitment Recruitment from Andres database In-store questionnaire (mobile) Follow-up survey (online) Online questionnaire
  95. 95. Results | Sampling efficiency 1. Less waste, so good way of finding users of a certain service or product. 2. Positive participant experience. 3. Slower recruitment. In-store recruitment 4. Need for shop manager support.
  96. 96. Results | Representativity issues Quiz 1. In-store sample significantly younger compared to database. The participants who were recruited via QR codes or leaflets had a specific profile. What characteristic were most diverging between them and the control sample? 2. In-store sample showed higher brand identification. • Socio-demographic differences • Attitude towards the brand • Attitude towards technology and mobile devices and gadgets 3. But, no differences in terms of tech savvy-attitude.
  97. 97. Results | Data quality What questions should you ask in the heat of the moment? 1. No need for on-the-spot measurement of attitudinal information. 2. No need for on-the-spot measurement of objective information in high-involvement settings. 3. Objective, behavioural information in low-involvement settings is best measured on-the-spot.
  98. 98. Successful recruitment method to reach difficult targets (youngsters, product/service users and brand-/topic-engaged consumers). Positive impact on survey data quality in low-involvement settings. Mobile survey time should be used wisely.
  99. 99. Saartje Van den Branden +32 9 269 15 11 Saartje@insites-consulting.com @Saartje_VDB
  100. 100. Fast track 2: Kinepolis
  101. 101. THE KINEPOLIS CASE
  102. 102. @TIMOVANDEMAELE
  103. 103.  Discovering who forms the current user base of this application  Discovering the drivers and frequency of using and downloading this application  Gaining insights in user experience in general.  Finally they wanted to assess to what extent the mobile app could also serve as a conversation starter @TIMOVANDEMAELE
  104. 104. HOW DID WE HANDLE IT ? @TIMOVANDEMAELE
  105. 105. Box office market research 1. We intercepted app users by means of a popup 2. The e-mail address captured in the first phase is used for the follow-up questionnaire in phase 2 @TIMOVANDEMAELE
  106. 106. Results • 400 participants in 4 hours, 800 in a day • 6603 participants through app intercept • 85% of them provided their e-mail address for follow up questionnaire • Eventually, 1778 completed both phases (overall response rate of 27%) @TIMOVANDEMAELE Quiz How long did it take us to find a sample of 400 participants to take part in this (recruited on the app)? Question type: Single response • • • • 4 minutes 4 hours 4 days 4 weeks
  107. 107. A group of people who are engaged with the brand. Socio-demo perspective: more youngsters & males Technology- and mobile-savvy sample. @TIMOVANDEMAELE
  108. 108. @TIMOVANDEMAELE
  109. 109. Timo Vandemaele +32 9 269 16 09 Timo@insites-consulting.com @TimoVandemaele be.linkedin.com/in/timovandemaele
  110. 110. Fast track 3: Online dashboarding
  111. 111. Online dashboards The future of surveys New York I Timisoara I London I Rotterdam I Ghent www.insites-consulting.com
  112. 112. I’m Matthias Early 30’s, living in Ghent area (Belgium), in love with Liselotte & Mats. #beer #books #music #soccer #technology (in alphabetical order) Graduated from K.U. Leuven as Business Engineer, joined InSites Consulting more than 6 years ago, and now serving numerous tech & services institutions in the role of Senior Research Manager. #dashboarding #financial #marketing #research Content wise my focus is on online dashboarding and on customer experience management and research, guiding company’s in their processes to better understand customer experiences and be more customer centric. #actionability #cexp #customerjourneys #nps
  113. 113. Is this recognisable?
  114. 114. Or this? Can you resend me the June report, I seem to have lost it? I know it’s not yet the end of the month, but I would need to know the results already – could you send me some topline results? My colleague from the US would like to receive a report, but only for the US results, how much time does it take and how much does it cost? My colleague from segment marketing would like to have a report only for Gen Y, how much does it cost and can we have it tomorrow? Could you add an extra split on brand lovers versus brand haters? … If only they had some kind of report where I can do this all myself at any time…
  115. 115. Or even this? Can I also please have a report for my business unit? … Well that’s gonna be kind of difficult since we only have a global brand report … 1 2 … Yes, but I would like to see how my business unit is performing compared to the other units … 3 … This will allow me to know my customers better and improve our overall performance … … Okay, I will check if we have enough budget and request the research agency to set up business unit reports … 4 5 … Oooh, thank you big boss, this would be very much appreciated … … If only he requested an online dashboard instead of all these reports …
  116. 116. Or this situation? January February March April May June July August September October November December
  117. 117. (… ending up like this…) …Auwtch, my back hurts… … If only they had some kind of online report so that I only need my iPad …
  118. 118. And this? Ah dammit, I would need to know our latest customer satisfaction number right now, but I forgot to bring the slide deck with me… … If only they had some kind of online data I could check right now and right here …
  119. 119. And, finally, what about this? Now, this morning I received from our market research department that report on our new media campaigns, but they delivered me this kind of PowerPoint deck with 247 slides… Okay, it contains usefull insights and recommendations, but I don’t have the time to read this through. I just want to know if we need to launch or not… … If only I had a KPI dashboard where I could see the summary I need immediately…
  120. 120. Moreover, would you like to… Increase your data visibility and accessibility of real-time consumer information? ofcourse you do! Create business impact and internal leverage? ofcourse you do! Allow faster, more actionable and better informed decisions? ofcourse you do! Improve overall performance and profitability? ofcourse you do!
  121. 121. Online dashboards The future of surveys
  122. 122. It is an online platform, which means that all results (even last-minute changes) are instantly available. Moreover, results are 24/7 accessible. The end of goal of an online research dashboard is to report market research results in a visually attractive way. It all starts with data, in almost any format (spss files, excel files, csv files…). And what comes out is a predefined set of charts & tables. Web-based visualization and reporting solution for (market) research projects. Online dashboards are hot. In revolutionary times of big data and everyone and everything digital, online dashboards represent a potential opportunity to the data challenges a company is confronted with.
  123. 123. Data Presenting System The online dashboards we build offer more than just reporting results; it is an interactive and multifunctional tool where you fine-tune charts & results (e.g. applying filters), benchmark results, export charts & tables, download (raw) data, download documents, background & training materials etc.
  124. 124. Content versus stakeholders management Infographics Online dashboards including charts, tables, wordclouds… with point-and-click operations to zoom, benchmark, filter, export… any content made available. Wordclouds Allows to report open-ended answers as wordclouds, including additional output columns, and filters to drill-down in the data. Allows to report open-ended answers as lists, including additional output columns, and filters to drill-down in the data. Library .. I am so happy with the research dashboard I have available… Storyteller Verbatims .. I am so happy with the managerial dashboard I have available… A storyteller based and concise dashboard report of the most important KPI’s or metrics from your project. Find the charts you have saved when worked with the Chart Lab and any document you would like to use (background information, questionnaire…) Chart Lab Offers full freedom to drill-down in data and make own charts with custom settings, filters and target groups Table Lab A powerful tool for creating online tables yourself. Toplines Provides a quick and easy to understand table of the data. research
  125. 125. Integrated modules for everyone On top of the InfoGraphics based dashboards (storytellers), the online dashboards also offer the following integrated modules:     Automated data updates: the data update frequency can be fully automated and can occur in set intervals, going from daily to yearly. Role-based, personalized access: user access management tool offering personalized dashboard access Actionable interactivity: enables to drill down the data and results by viewing and changing filters and exporting/saving/printing pages and graphs. Use interactive mouse over tips, on the fly chart swaps, etc. Advanced visualization & customized branding: An online dashboard can be fully customized to make sure it is in line with your corporate branding.
  126. 126. A fine selection of satisfied customers …
  127. 127. And why are they satisfied? “ Klantentevredenheid zit reeds lang in onze genen. Door de implementatie van het NPS verhaal ervaart en beleeft elke medewerker wat een (on) tevreden klant is en hoe iedereen binnen het eigen takenpakket kan bijdragen tot een hoge klantentevredenheid. Het dashboard is daarbij onze barometer. In real-time hebben we inzicht in wat klanten van de verschillende Touch points vinden. Deze informatie laat ons toe om snel te reageren op eventuele klachten, onduidelijkheden, opmerkingen… Klanten geven langs deze weg zeer relevante informatie, meningen, vragen waarvoor ze ons zelf niet spontaan zouden contacteren. “ Dankzij CAWI hebben wij een interessante tool om een reeks kpi’s maandelijks op te volgen. Maar het zijn vooral de handige dashboards en de gebruiksvriendelijkheid ervan die de gebruiksgraad van CAWI significant hebben doen stijgen . ” Thanks to the online dashboard, the customer experience has become a top-of-mind topic in every Financial Center. The results are reviewed and discussed by all the staff in every FC during their weekly meeting. ” Ann Moerman, Customer Care Manager, Rabobank.be “ Thanks to its actionability, the touchpoint feedback associated to the online dashboard empowers and motivates the Financial Center Managers to take actions to improve the customer experience in their Financial Center. The feedback of the Financial Center Managers about the online dashboard and the touchpoint feedback is very positive as they consider that inititiave as bringing a real added value to their business. ” Geert Van Aelst, Marketing Manager, Tiense Suiker [ insert picture here ] Jean-Michel Segers, Marketing Manager Retail, Deutsche Bank
  128. 128. 3 case studies Experience of SkyTeam Lounge passengers who were invited to complete an online survey at different airports in Europe, via 3 different data collection methods: invite cards, mobile devices & Wi-Fi interception. Touchpoint tracking dashboard to generate more actionable feedback and maintain or improve customer satisfaction across a variaty of touchpoints (e.g. face-to-face advice session, online banking interaction…) • Continuous data collection and real time dashboard updates to allow SkyTeam a finger to the pulse. • Continuous data collection and real time dashboard updates to allow Deutsche Bank a finger to the pulse. • NPS and detailed satisfaction are displayed both on an aggregated SkyTeam level, as well as on a specific lounge level. • Hierarchical structures applied (e.g. Belgium > regions > branches > advisors) to allow benchmarking & actionability. • Listing of open ended question to provide more qualitative feedback as well. • Dashboards being used as input for weekly FC meetings (internal leverage) Awareness, Brand & Usage tracker on different brand an product types within the sugar product category on the retail market • Tracking of different products and brands on a variety of usage & volume KPIs. • Allowing end-users to personalize the dashboard by offering the Chart Lab.
  129. 129. What is the future of dashboarding? It’s an answer to “everyone digital”. It’s an answer to “big data”.
  130. 130. Matthias Dusselier +32 9 269 15 18 Matthias@insites-consulting.com @dusse_
  131. 131. Thank you!
  132. 132. Questions? Remarks? Feedback?
  133. 133. Stay tuned! 4 smartees/year 1 webinar/month (http://smartees.insites-consulting.com/smartees/)
  134. 134. Thank you!

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