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)

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. Engaging Surveys
Collaborating with consumers
in survey research

4. Other 6%
Total Qualitative 18%
Total Quantitative 76%
Source: 2012 Esomar

5. 2 KEY
CHAL
LENG
ES
#1
BETTER
ENGAGE
PARTICIPANTS
#2
CAPTURE THE
COMPLEX
CONSUMER
REALITY

6. CHALLENGE #1
BETTER ENGAGE PARTICIPANTS

7. SELF-DETERMINATION THEORY
Interest, enjoyment
highly competent
EXTRINSIC
MOTIVATION
AMOTIVATION
Task is not done properly
INTRINSIC
MOTIVATION

8. CHALLENGE #2
BETTER CAPTURE THE COMPLEX
CONSUMER REALITY

9. Recognizing the social
dimension in decision making

10. Context is a better predictor
of consumer behaviour

11. Our decisions are wired
by emotions

12. SO HOW DID WE
WHAT DID
WE DO? THIS HAPPEN
MAKE

13. CHALLENGE #1
TOOLS & TACTICS TO MOVE
ON THE CONTINUUM

14. EXTRINSIC
MOTIVATION
AMOTIVATION
AUTONOMY
COMPETENCE
RELATEDNESS
VALUE
INTRINSIC
MOTIVATION

15. AUTONOMY
YOU ARE FREE TO
DO THIS OR NOT

16. AUTONOMY
MODULARITY AT THE
PARTICIPANT SIDE

17. AUTONOMY
OPTIONAL SECOND
SURVEY DIMENSION

18. COMPETENCE
YOU ARE GOOD AT
THIS

19. COMPETENCE
PARTICIPANTS AS
CO-RESEARCHERS

20. COMPETENCE
PARTICIPANTS AS
CO-RESEARCHERS

21. RELATEDNESS
PEOPLE LIKE YOU
DO THIS

22. RELATEDNESS
INTRODUCING THEIR
SHARED INTERESTS

23. VALUE
WHAT YOU DO HAS
A MEANING

24. 10-25%
ACTIVELY PARTICIPATES

25. INCREASED PARTICIPANT
SATISFACTION & INTEREST
X2

26. +15%
PARTICIPANTS FEEL
BETTER UNDERSTOOD

27. WE DID NOT ONLY GET MORE
BUT ALSO RICHER DATA

28. CHALLENGE #2
TOOLS TO GRASP THE
COMPLEX CONSUMER REALITY

31. THE ASSOCATION TOOL

32. THE CONTAGIOUS EFFECT
OF THE SOCIAL DIMENSION

34. GETTING ANSWERS TO QUESTIONS
WE DID NOT ASK!

35. SURFING ON EACH
OTHERS IDEAS

37. EXPLAINING THE WHY
BEHIND THE NUMBERS

38. 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

39. BETTER UNDERSTAND
TARGET GROUPS DIFFERENCES

41. AVOIDING RECALL BIAS
USING TASK-BASED ELEMENTS

43. ADDED VALUE OF
IMPLICIT MEASUREMENT

44. 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

45. SO WHAT DID WE
WHAT DID
WE DO?
LEARN FROM THIS

46. ENGAGED PARTICIPANTS
LEAD TO BETTER AND
RICHER DATA

47. BETTER UNDERSTAND
THE COMPLEX CONSUMER
REALITY

48. MORE ACTIONABLE
RESEARCH

49. POSITIVE IMPACT ON
CONSUMERS’ BRAND PERCEPTION

50. Thank you!

51. Katia Pallini
+32 9 269 12 23
katia@insites-consulting.com