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When should we ask, when should be measure?

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When should we ask, when should be measure?

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Through a study conducted by Netquest to its panelists, we developed an initial hypothetical approach regarding their navigation; “People perform quite badly when remembering and evaluating their online activities. In particular, the survey questions that involve remembering past activities are difficult to answer because of the limitations of human memory.”
The results obtained from the approach of 3 key questions left us surprised with how bad panelist memory really is!

This presentation forms part of the online Festival of NewMR webinar series. Presented by Gil Oliveira and Benet Boix from Netquest.

Through a study conducted by Netquest to its panelists, we developed an initial hypothetical approach regarding their navigation; “People perform quite badly when remembering and evaluating their online activities. In particular, the survey questions that involve remembering past activities are difficult to answer because of the limitations of human memory.”
The results obtained from the approach of 3 key questions left us surprised with how bad panelist memory really is!

This presentation forms part of the online Festival of NewMR webinar series. Presented by Gil Oliveira and Benet Boix from Netquest.

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When should we ask, when should be measure?

  1. 1. When should we ask, when should we measure? The Festival of NewMR, March 2020 Benet Boix Netquest Gil Oliveira Netquest
  2. 2. Sponsors Gold Silver The Festival of NewMR, March
  3. 3. Confidential When should we ask, when should we measure? Gil Oliveira | Client Manager - Behavioral Expert Ben Boix | Managing Director US & Canada
  4. 4. Confidential Who we are? Founded in 2001 in Spain, Netquest has become a leading provider of digital behaviour and opinion data in the MR Sector. Thanks to our own software developments for online surveys but also thanks to our innovations in data collection and in panel management we can offer to our clients different types of data to give them a full view of the consumer: A Symphony of Data!
  5. 5. Confidential Not just another panel company...
  6. 6. Confidential A Symphony of Data Orchestrating data combinations to give you a 360° view of the consumer BEHAVIOR What is she doing? GEOLOCATION Where is she? AUDIO-MATCHING What is she listening to? OPINION Why? PROFILING Who is she?
  7. 7. Confidential What is Behavioral research? Behavioral Data Online behavioral research is the method of collecting data about people’s online habits and behaviors. They do this by installing a software called “meter” in their devices. They are constantly sharing with us their behavioral data via multiple devices (desktop, smartphone and tablet). smacc Netquest provides you with behavioral data from a community of consumers that share their online navigation for market research purposes in exchange for gifts. The Behavioral panel is representative of the online population in each country by socio-demographic variables (gender, age, region and SEL) and features deeply profiled panelists with the highest response rate. 1 2 3
  8. 8. Confidential Some initial thoughts
  9. 9. The QUESTIONNAIRE is like an old friend… In case of problems, you can always rely on it. ●  Flexible - Can be used for almost any research need ●  Experienced - More than 100 years of history ●  Easy - To Analyze The questionnaire Some Initial Thoughts But as any good friend, you know its faults… … MEMORY…
  10. 10. Confidential How can we collect objective information? Focus on ONLINE BEHAVIOR… Can new sources of passive data help us? Can they solve problems with memory? - OR - Can we still use the questionnaire to collect behaviors in the online environment? Some Initial Thoughts Better objective information
  11. 11. Confidential Some initial thoughts
  12. 12. ▪  Spain: 450 panelists ▪  México: 405 panelists Device distribution of metering software for study participants: PC/Laptop: 70% Smartphone: 75% Both: 48% Experimental Sample Context and Specs
  13. 13. Netquest metered panelists in Spain and Mexico were asked to fill in a survey covering the recall of: ●  The last 5 websites they visited ●  The 5 websites panelists spend the most time ●  Their use of social media: Facebook, Twitter and LinkedIn (apps vs browser) Experimental Design Context and Specs Their reported data was compared to their actual clickstream data
  14. 14. Remembering most recent activity Results Percentage of correct answers for most recent visit by device type: ▪  When it comes to memory by device type, recall on smartphone is more difficult Smartphone match avg: 3.5% Desktop match avg: 8%
  15. 15. Remembering activity by device type Results Percentage of panelists that could recall 2 of 5 most recent site visits: ▪  When it comes to memory by device type, recall on smartphone is even more difficult Smartphone match avg: 5% Desktop match avg: 11%
  16. 16. Percentage of matching sets by device type for time of use: Results For this scenario, we explored how many people would be able to list their 5 most visited sites as measured by time of use We separated the sample group into 2 time periods of interest: ▪  Past week ▪  Past 2 months
  17. 17. Panelists that incorrectly reported their frequency of Social Media use by device type: Facebook Twitter LinkedIn
  18. 18. Final thoughts
  19. 19. Main findings ●  People perform poorly when remembering online activities ●  The typical use of each device affects recall: outcome using a smartphone (multi-task, short use) was critically more imprecise ●  Similar results were observed when recalling time spent and frequency of visits
  20. 20. Final thoughts ●  Surveys are still the most efficient tool to collect information about subjective variables ●  But surveys have drawbacks especially with memory limitations Passive data is an attractive option to study ONLINE BEHAVIORS and trackable variables
  21. 21. Gil Oliveira Behavioral Sales Manager goliveira@netquest.com Benet Boix Managing Director North America & Canada bboix@netquest.com Thank You!
  22. 22. Q & A The Festival of NewMR, March 2020 Ray Poynter NewMR Benet Boix Netquest Gil Oliveira Netquest
  23. 23. Sponsors Gold Silver The Festival of NewMR, March

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