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Future Feedback

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Future Feedback

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The way we interact with one another keeps evolving. Most survey research connects with respondents through email and the telephone—two relatively old methods of communicating. But what about texting, apps and voice assistants like Amazon Echo and Google Home? How will they change the way we do survey research? This presentation reviews the results of a series of studies conducted in Canada and the U.S. on alternative methods of recruitment and survey taking—including text, apps, voice to text, video open-ends, passive monitoring, AI-driven chatbots and virtual assistants. Also considered are implications for the kinds of questions we ask.

The way we interact with one another keeps evolving. Most survey research connects with respondents through email and the telephone—two relatively old methods of communicating. But what about texting, apps and voice assistants like Amazon Echo and Google Home? How will they change the way we do survey research? This presentation reviews the results of a series of studies conducted in Canada and the U.S. on alternative methods of recruitment and survey taking—including text, apps, voice to text, video open-ends, passive monitoring, AI-driven chatbots and virtual assistants. Also considered are implications for the kinds of questions we ask.

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Future Feedback

  1. 1. FUTURE FEEDBACK ANDREW GRENVILLE Future Feedback Andrew Grenville, Maru/Matchbox The Future of Data Collection
  2. 2. Future Feedback Andrew Grenville, Maru/Matchbox The Future of Data Collection NewMR 2018 Sponsors Pla:num Gold Silver Communica:on
  3. 3. HOW WE INTERACT KEEPS EVOLVING Future Feedback Andrew Grenville, Maru/Matchbox The Future of Data Collection
  4. 4. RESEARCH HAS BARELY KEPT UP Future Feedback Andrew Grenville, Maru/Matchbox The Future of Data Collection
  5. 5. WHAT ARE WE MISSING? Future Feedback Andrew Grenville, Maru/Matchbox The Future of Data Collection
  6. 6. VIRTUAL ASSISTANT 52% have virtual assistant 38% have used it 25% would try surveys on it Future Feedback Andrew Grenville, Maru/Matchbox The Future of Data Collection
  7. 7. A GENERATIONAL STORY Future Feedback Andrew Grenville, Maru/Matchbox The Future of Data Collection
  8. 8. VIRTUAL ASSISTANT AMONG MILLENNIALS 73% have virtual assistant 54% have used it 40% would try surveys on it Future Feedback Andrew Grenville, Maru/Matchbox The Future of Data Collection
  9. 9. 5% join and use app 21% join community OF THE 350 WHO HAVE INVESTMENTS 14% join if app required Future Feedback Andrew Grenville, Maru/Matchbox The Future of Data Collection
  10. 10. 22 36 23 6 41 50 48 24 0 20 40 60 TOTAL 18-34 35-54 55+ Text Invites % yes “Would you be willing to receive text message invitations to surveys on your mobile phone?” Future Feedback Andrew Grenville, Maru/Matchbox The Future of Data Collection
  11. 11. AI POWERED QUALITATIVE 45% 30% 62% 39% 0% 20% 40% 60% 80% Like Prefer Virtual Voice % of yes Future Feedback Andrew Grenville, Maru/Matchbox The Future of Data Collection
  12. 12. CHANGE IS COMING Future Feedback Andrew Grenville, Maru/Matchbox The Future of Data Collection
  13. 13. THE FUTURE WILL BE FRAGMENTED Future Feedback Andrew Grenville, Maru/Matchbox The Future of Data Collection
  14. 14. THE FUTURE IS DEVICE AGNOSTIC DESIGN Future Feedback Andrew Grenville, Maru/Matchbox The Future of Data Collection
  15. 15. SIMPLE QUESTIONS WILL RULE Future Feedback Andrew Grenville, Maru/Matchbox The Future of Data Collection
  16. 16. BINARY PRODUCES THE SAME INSIGHT 37% 45% 61% 13% 28% 45% 53% 71% 26% 36% 50% 63% 77% 32% 51% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% Appletiser Cookie's 'n Creme M&M Peanut Mobile Wallet w Facial Login Wireless Laptop I'd buy it/purchase intent Selection Top 2 Yes Future Feedback Andrew Grenville, Maru/Matchbox The Future of Data Collection
  17. 17. BINARY CAN BE MORE SENSITIVE 0.39 0.38 0.38 0.37 0.3 0.2 0.26 0.28 0.29 0.28 0.29 0.21 Honest Trustworthy Helpful Friendly Engaging Humble Correlation with Spend Binary Association 5 point scale Future Feedback Andrew Grenville, Maru/Matchbox The Future of Data Collection
  18. 18. WHAT IF WE DRAG OUR FEET? Future Feedback Andrew Grenville, Maru/Matchbox The Future of Data Collection
  19. 19. WE MUST MOVE FORWARD Future Feedback Andrew Grenville, Maru/Matchbox The Future of Data Collection
  20. 20. AS THE FUTURE RACES AT US, WHAT WILL YOU DO? Future Feedback Andrew Grenville, Maru/Matchbox The Future of Data Collection
  21. 21. Future Feedback Andrew Grenville, Maru/Matchbox The Future of Data Collection Thank You! Andrew.Grenville@Marumatchbox.com
  22. 22. Future Feedback Andrew Grenville, Maru/Matchbox The Future of Data Collection Q & A Ray Poynter NewMR Andrew Grenville Maru/Matchbox

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