Objective: Test messaging and creative among test populations for personal resonance, appeal, and influence – as well as program understanding to aid in future content development and content marketing directions.
This document outlines a survey to test responses to different personas, ads, videos, and website content about a research program. Participants are classified into personas based on their responses. They are then shown various creative content and asked questions to evaluate resonance and understand the program. Their social media usage and openness to joining are also assessed to help shape content strategy and conversion efforts.
Themes to be Included1) Afrikan Ethnic Groups .docxssusera34210
Themes to be Included:
1) Afrikan Ethnic Groups:
Name some of the groups we come from
Explain how these groups were put against each other using
the three D’s (Distrust, Dislike, Discord)
2) Middle Passage
Explain what this heinous crime against humanity consisted of, use plenty of references to cite your sources
3) Auction Block
Describe what this evil environment consisted of and what impact was produced on the psyches of those who both witnessed and were subjected to it
4) The Plantation
This should be the main portion of the essay
for Caucasians – economic incubator of wealth and political power; for Afrikans – a psychological and cultural dumbing down center (psychological processing center for the creations of ‘negroes’. It dehumanizes Afrikans and downgrades them to their ‘proper place’ in society as self-hating dependents)
how is BRUTALITY used on the Plantation
psychological violence vs. physical violence
being enslaved as opposed to be ‘a slave’
Emasculation of Men
Castration of Men
Objectification of Women
How are TASK ORIENTATION and TASK SPECIFICATION used to privilege some on the plantation as opposed to others – explain in detail
How are PHENOTYPE and GENOTYPE used to create distinctions and privilege on the plantation – mention how this tactic is continued by the structure of white supremacy which exists in this country today
What is the product of the PLANTATION, and where is the PLANTATION today?
5) Conclusion – include an insightful summary of your essay, and provide what impact this information has on you or what it means to you
6) Works Cited page necessary
7) Chicago Style formatting necessary
8) Quotations and citations of all information which is not YOUR OWN
Final Assignment
The purpose of this exam is to give you the opportunity to formulate research questions, run the analyses, and interpret the results of the statistics covered in this class. The final exam is due by midnight on the due date, Tuesday, December 8, 2015, as a single Microsoft Word document placed in the dropbox. The document must be in APA format.
Please read through the entire exam first.
The exam consists of three sections
I. The research scenario—to provide the context for the data. Please note that the data are “content-neutral,” i.e., they do not refer to a specific discipline or field.
II. The codebook—this identifies the variables (names, labels, and measurement scale) in the database.
III. The exam instructions—for completing the exam. Be sure to read each question carefully and answer each question completely.
I. Research Scenario:
An organization wants to know if participants with varying levels of expertise (professionals, paraprofessionals, and nonprofessionals) improve their knowledge after completing a training program.
The organization collected dem ...
Representation for conducting surveys aimed at defined demographic audiences for collecting market insights and intelligence for strategic campaign planning.
This lecture discusses stereotyping, prejudice, and discrimination. It begins with an overview of key concepts like stereotyping, prejudice, and discrimination. It then describes several classic studies that demonstrate how intergroup biases form, including the Robbers Cave experiment, which shows how intergroup conflict leads to prejudice. The lecture also covers social identity theory and the minimal group paradigm experiment. It discusses different models of stereotyping and the relationship between stereotypes, prejudice, and discrimination. The end of the lecture covers modern measures of prejudice, aversive racism, and discrimination, including self-fulfilling prophecy studies and shooter bias studies.
An Ecology Modeling framework to understand individual motivations and behavioral patterns to design campaigns and tools to suit specific needs and goals.
Representation of a comprehensive analysis of survey responses from a controlled socio-demographic focus group to test messaging and creative for a national campaign.
Adv 206 spring 14 class 9 strat research 2Lucas Spain
Strategic research is an important tool for informing advertising decisions. It provides insights and critical information to support strategic planning. There are different types of research, including secondary, primary, quantitative, qualitative, experimental, and evaluative. Key data sources for research include Simmons Market Research Bureau, Mediamark Research Inc., and MRI+. Research helps identify target audiences and consumer behaviors. The most important outcome of research is consumer insights - surprising and unexpected understandings about consumers. Insights should be the driving force behind advertising strategies and creative concepts.
Objective: Test messaging and creative among test populations for personal resonance, appeal, and influence – as well as program understanding to aid in future content development and content marketing directions.
This document outlines a survey to test responses to different personas, ads, videos, and website content about a research program. Participants are classified into personas based on their responses. They are then shown various creative content and asked questions to evaluate resonance and understand the program. Their social media usage and openness to joining are also assessed to help shape content strategy and conversion efforts.
Themes to be Included1) Afrikan Ethnic Groups .docxssusera34210
Themes to be Included:
1) Afrikan Ethnic Groups:
Name some of the groups we come from
Explain how these groups were put against each other using
the three D’s (Distrust, Dislike, Discord)
2) Middle Passage
Explain what this heinous crime against humanity consisted of, use plenty of references to cite your sources
3) Auction Block
Describe what this evil environment consisted of and what impact was produced on the psyches of those who both witnessed and were subjected to it
4) The Plantation
This should be the main portion of the essay
for Caucasians – economic incubator of wealth and political power; for Afrikans – a psychological and cultural dumbing down center (psychological processing center for the creations of ‘negroes’. It dehumanizes Afrikans and downgrades them to their ‘proper place’ in society as self-hating dependents)
how is BRUTALITY used on the Plantation
psychological violence vs. physical violence
being enslaved as opposed to be ‘a slave’
Emasculation of Men
Castration of Men
Objectification of Women
How are TASK ORIENTATION and TASK SPECIFICATION used to privilege some on the plantation as opposed to others – explain in detail
How are PHENOTYPE and GENOTYPE used to create distinctions and privilege on the plantation – mention how this tactic is continued by the structure of white supremacy which exists in this country today
What is the product of the PLANTATION, and where is the PLANTATION today?
5) Conclusion – include an insightful summary of your essay, and provide what impact this information has on you or what it means to you
6) Works Cited page necessary
7) Chicago Style formatting necessary
8) Quotations and citations of all information which is not YOUR OWN
Final Assignment
The purpose of this exam is to give you the opportunity to formulate research questions, run the analyses, and interpret the results of the statistics covered in this class. The final exam is due by midnight on the due date, Tuesday, December 8, 2015, as a single Microsoft Word document placed in the dropbox. The document must be in APA format.
Please read through the entire exam first.
The exam consists of three sections
I. The research scenario—to provide the context for the data. Please note that the data are “content-neutral,” i.e., they do not refer to a specific discipline or field.
II. The codebook—this identifies the variables (names, labels, and measurement scale) in the database.
III. The exam instructions—for completing the exam. Be sure to read each question carefully and answer each question completely.
I. Research Scenario:
An organization wants to know if participants with varying levels of expertise (professionals, paraprofessionals, and nonprofessionals) improve their knowledge after completing a training program.
The organization collected dem ...
Representation for conducting surveys aimed at defined demographic audiences for collecting market insights and intelligence for strategic campaign planning.
This lecture discusses stereotyping, prejudice, and discrimination. It begins with an overview of key concepts like stereotyping, prejudice, and discrimination. It then describes several classic studies that demonstrate how intergroup biases form, including the Robbers Cave experiment, which shows how intergroup conflict leads to prejudice. The lecture also covers social identity theory and the minimal group paradigm experiment. It discusses different models of stereotyping and the relationship between stereotypes, prejudice, and discrimination. The end of the lecture covers modern measures of prejudice, aversive racism, and discrimination, including self-fulfilling prophecy studies and shooter bias studies.
An Ecology Modeling framework to understand individual motivations and behavioral patterns to design campaigns and tools to suit specific needs and goals.
Representation of a comprehensive analysis of survey responses from a controlled socio-demographic focus group to test messaging and creative for a national campaign.
Adv 206 spring 14 class 9 strat research 2Lucas Spain
Strategic research is an important tool for informing advertising decisions. It provides insights and critical information to support strategic planning. There are different types of research, including secondary, primary, quantitative, qualitative, experimental, and evaluative. Key data sources for research include Simmons Market Research Bureau, Mediamark Research Inc., and MRI+. Research helps identify target audiences and consumer behaviors. The most important outcome of research is consumer insights - surprising and unexpected understandings about consumers. Insights should be the driving force behind advertising strategies and creative concepts.
The document provides an overview of marketing research, outlining the four key steps in the marketing research process: 1) defining the problem and research objectives, 2) developing the research plan, 3) implementing the research plan by collecting and analyzing data, and 4) interpreting and reporting findings. It discusses different types of research objectives and approaches, and how to choose appropriate data collection methods and samples. The goal of marketing research is to provide an essential link between the market and marketing manager by bringing the voice of the customer.
This document outlines a proposed study to evaluate differences in the professional experiences of market research practitioners based on attributes like race, gender, and sexual orientation. The study would involve three phases: 1) analyzing profiles and resumes of practitioners across different demographic groups; 2) conducting online qualitative groups and interviews; and 3) administering a quantitative survey. The goal is to understand compensation, career progression, performance reviews, and other factors to help improve diversity and empower employees in the field. Sponsorship levels between $25-$1,000 are listed, with rewards including acknowledgement, report access, and event admission.
This document provides insights from testing of creative content and messaging with African American participants for a research program called All of Us. Key findings include:
- The Miguel and Tallulah personas appealed most to participants and messaging around altruism and community resonated highest.
- Illustrations were preferred over photography. Younger participants gravitated more to images while older generations preferred headlines.
- Privacy and data security were the top concerns about joining the program mentioned by participants.
- After exposure to program information, 75% said they would join, including 60% of those who initially had concerns. Reasons cited included advancing research to cure diseases and addressing historical health inequities.
Assignment # 3 – Advertisement Analysis Below, find your A.docxjane3dyson92312
Assignment # 3 – Advertisement Analysis
Below, find your Advertisement Category based on the first letter in your last name (My last
name is Winter, so I would be in category 3). Then, find an advertisement that falls into the
description in that category, and analyze the ad from a psychological point of view. If you
can, upload a picture of the ad with your assignment; otherwise, vividly describe the ad as
best you can. Again, copy and paste your responses into the blackboard dropbox folder. You
can keep it in the questionnaire format below (which is actually my preference) or write it out
in paragraph format. Just make sure to give a thorough response!
Categories:
Last Name A – H: Find an ad that appeals to or is based on a creation of needs—think about
this in terms of human hierarchy of needs (biological, safety and security, belonging and love,
self-esteem and status, cognitive, aesthetic, and self-actualization). You might recall these
needs from an intro psych course covering Maslow.
Last Name I – Q: Find an ad that involves social and prestige suggestions—techniques based
on the premise that you should buy or do something because many others do so (social
suggestion) or some well-known person makes a recommendation (prestige suggestion).
Last Name R – Z: Find an ad that involves loaded words and images—these tend to be more
subtle techniques, including the use of attractive people in the advertisement, images of
positive social situations associated with a product, or incorporating "buzzwords" or buzz
phrases such as "natural" for food and beauty products.
(Five Points Possible for Each Question)
1. What product does this ad attempt to market, and where is the ad from? Describe or attach
2. To which component(s) of attitudes (e.g., affective, behavioral, cognitive) does this ad
appeal? How can you tell? Was this a good strategy for this product/audience?
3. What route of persuasion do the advertisers seem to use (e.g., central/systematic route vs.
peripheral/heuristic pg. 228)? Was that a good choice? Specifically, what central or
peripheral cues are used?
4. Does the ad attempt to describe the source of its product information (e.g., "dentists agree
that _____" or "experts suggest ____?" Do these sources come off as credible and/or
attractive? If there was no expert, do you think one would have helped? Why or why not?
5. What about the communication itself? Are the arguments weak/strong, one-sided/two-
sided, overt/implied, discrepant with the audience/in-line with the audience, or not present
at all? Were these good choices?
6. What about the target of the communication? Who are the advertisers targeting, how can
you tell, and was that a good decision? How might this ad be different if directed towards
an audience from a more interdependent culture?
7. Describe how AT LEAST ONE concept that we have discussed (e.g. dissonance, emotions,
attitudes, self-monitoring, etc.
Soc 315 soc315 soc 315 best tutorials guide uopstudy.comUOPCourseHelp
This document provides instructions and prompts for several assignments for the course SOC 315 Cultural Diversity. The first assignment asks students to write a diversity proposal responding to an anonymous employee complaint about a lack of meaningful diversity initiatives at their company. The second assignment involves creating a presentation using a SOAR analysis framework to assess aspects of one's personal identity and diversity. The third assignment is to complete a multicultural matrix and analysis worksheet identifying ethnic groups. The fourth assignment requires summarizing an EEOC lawsuit and analyzing its implications. The final assignment involves creating a presentation on a current social issue with global diversity and inclusion impacts.
Soc 315 soc315 soc 315 education for service uopstudy.comUOPCourseHelp
This document provides instructions and assignments for SOC 315 Cultural Diversity course. It outlines 5 weekly assignments:
1) A diversity proposal addressing workplace inclusion in response to an employee complaint.
2) A SOAR analysis presentation assessing personal diversity values and identity.
3) Completing a multicultural matrix and analyzing advantages of diversity.
4) Summarizing an EEOC lawsuit and analyzing its implications for diversity and inclusion.
5) A presentation on a current global social issue regarding diversity and inclusion implications. Academic sources are required.
Despite of all odds and practicing on a scooter if she can perfoLinaCovington707
This document discusses rhetorical appeals, specifically ethos, logos, and pathos. It provides definitions and analysis questions for each appeal. Ethos establishes credibility through trustworthiness and expertise. Logos appeals to logic and reason through facts, data, and well-reasoned arguments. Pathos influences emotions using personal stories, quotes, and provocative language or imagery. The document demonstrates how to identify and analyze the different rhetorical strategies used in advertisements and persuasive writing.
This document introduces Frrole Intelligence, a data intelligence company that provides social media analytics solutions. It summarizes Frrole's capabilities in people intelligence and topic intelligence through deep analysis of influencers, user groups, topics, brands and products. Some key capabilities highlighted include high precision analysis at the neighborhood level for sentiment, locational trends and complaints. It also provides personalized insights like personality analysis, advanced demographics on interests, and dynamic interest graphs. Example use cases are described for several clients across industries.
This document discusses the process of developing a questionnaire for research. It covers stages of questionnaire development such as exploratory interviews, pilot testing, and pretesting. It also discusses different types of questions, question formats, and guidelines for writing good questions. The document provides examples of good and bad question wording and explains concepts like mutually exclusive and exhaustive response categories. It then presents an example of using a questionnaire to study promotional methods, including developing hypotheses, collecting data, and analyzing results.
EMG Webinar: Beyond the Demographic: Using Psychographic and Ethnographic Dat...Earthbound Media Group
For decades, marketers and advertisers have used demographic profiling to target consumers. But focusing solely on this traditional targeting tactic may be a waste of precious time, money, energy and opportunities for meaningful engagement. By considering how the social and mobile landscapes have impacted the consumer’s ability to commune in new and personal ways we can discover how demographic profiling alone is ineffective. The webinar will explore EMG’s hand- crafted methodologies in collecting, measuring and responding to new data sets, live behaviors and critical brand sentiment that have allowed us to target and personalize campaigns and web experiences within a diversity of industries including higher education, healthcare and entertainment.
Join us as we introduce and explore how you can evolve your approach to profiling and segmenting audiences to increase impressions, shares, adoptions and conversions.
In this webinar you will learn how to:
1. Think beyond demographic profiling and why it is fiscally beneficial to do so
2. Acquire more specific data sets and ways to measure
3. Use those data sets to get started on targeting consumers on more specific levels
4. Craft engaging and personalized web features and experiences
5. Measure the success and efficiencies of your new marketing tactics
The document discusses market research for test screenings of movies. It explains that 300-400 people are recruited to view sneak previews of movies like Spiderman 2, Tough Love, and Shoeless Joe 3000. They are then asked to fill out an exhaustive survey about the film, title, plot, characters, music, and marketing materials. The purpose of market research and test screenings is to identify and define marketing opportunities, improve understanding of the marketing process, and help modify or edit aspects of the film based on audience feedback. It also outlines the importance of understanding your audience and different types of research like primary vs secondary and qualitative vs quantitative research.
I Love Writing Writing Reading Writing My PassionCasey Hudson
This document provides instructions for a lesson plan to introduce fractions to students using chocolate bars and other snacks. The lesson involves having students divide the snacks into equal parts to demonstrate fractions like halves, quarters, and other fractional amounts. Students will draw and label the fractions on paper and then eat their fractions. As an assessment, students will write down three things they learned about fractions. The lesson incorporates visuals, hands-on learning, and differentiation for varying ability levels.
Giving You the Edge - The Science of Winning Elections Michael Lieberman
Giving You the Edge – The Science of Winning Elections, written by experienced political consultant Michael Lieberman, identifies and explains the use of key research methodology and multivariate analysis in supporting political campaign goals through the various stages of an election.
- Students will learn about primary research methods, differentiating between data and information, and sampling types. They will select appropriate research methods and representative samples.
- The document discusses quantitative and qualitative research methods. Quantitative research uses data collected through surveys and polls, while qualitative research uses information collected through interviews and focus groups.
- Various primary and secondary data collection methods are explained, including surveys, interviews, focus groups, observation techniques, and online data collection.
This document contains details about distributing tickets and notices to invite people to view a trailer, magazine, and film poster. A questionnaire with open and closed questions was created and distributed to 12 people from the target audience after they viewed the materials. The questions were intended to collect feedback on perceptions and opinions of the promotional materials. Data from the questionnaires was analyzed to identify the most common responses.
Presentation of Q&A Market Research and its Proprietary ModelsUgur Develi
This document provides an introduction to Q&A Market Research Company, a market research firm founded in 1998. It discusses the company's history and experience conducting both qualitative and quantitative surveys internationally. The company offers various services to help clients measure customer satisfaction, market performance, diagnose marketing/sales problems, and identify growth opportunities. It conducts research in many regions and countries across various market sectors. Key research solutions offered include brand, consumer, segmentation, concept testing and new product development research. Both qualitative and quantitative methodologies are used, including focus groups, interviews, online surveys, and mystery shopping. In summary, Q&A Market Research Company is an experienced international market research firm that offers a wide range of qualitative and quantitative research solutions.
The document summarizes the results of a questionnaire about newspaper advertising preferences and expectations. 20 people answered questions about newspaper reading habits, effective ad characteristics, memorable ad styles and sizes, image and typography preferences, and sports icons. Key results indicated a preference for bold images with simple text in a medium or large size over elaborate designs. Respondents also associated sports with modern, uniform typography and icons of the Olympics, team sports stadiums, and sports brands. The findings will inform the design of the newspaper ad for a sports documentary.
The document describes a project to design an interactive experience to help people make better fitness and nutrition choices. It discusses conducting user research through interviews to understand needs and evaluate prototype designs. Low- and high-fidelity prototypes were created for a mobile app called Pencil Project that allows users to create profiles, join fitness factions with group challenges and goals, and find workout partners. Further user testing provided feedback that informed improvements to the profiles, team, and challenge experience pages.
Mrs the secret to high quality participantsAndrew Barnes
The document discusses finding high quality participants for research. It reveals that market research's number one problem is accessing a quality and representative sample. It then discusses how traditional and digital recruitment can have issues like low quality participants and repeat respondents. Finally, it introduces behavioural recruitment using Facebook data to find participants who genuinely match criteria, are fresh and enthusiastic, and can be accessed at scale.
Data Framework Design: A Practical GuideDaniel McKean
The document provides guidance on developing a data framework and strategy. It begins by outlining key questions to consider, such as identifying valuable data assets, prioritizing data governance, and understanding data collection processes. The next section describes six steps for building an effective data framework: 1) Identifying most valuable data assets, 2) Making data governance a priority, 3) Building an architecture designed to evolve, 4) Developing a system for real-time data access, 5) Reinforcing data and insights as a service, and 6) Bringing the data flow to life. The document concludes by discussing best practices for defining a data strategy and operating model to support business goals through strategic use of data assets.
MASTERING DIGITAL TRANSFORMATION IN THE NEW BUSINESS ERADaniel McKean
Digital Transformation. It's not just about getting the latest tech; it's about a deep, meaningful shift in how businesses operate and connect with their customers.
The document provides an overview of marketing research, outlining the four key steps in the marketing research process: 1) defining the problem and research objectives, 2) developing the research plan, 3) implementing the research plan by collecting and analyzing data, and 4) interpreting and reporting findings. It discusses different types of research objectives and approaches, and how to choose appropriate data collection methods and samples. The goal of marketing research is to provide an essential link between the market and marketing manager by bringing the voice of the customer.
This document outlines a proposed study to evaluate differences in the professional experiences of market research practitioners based on attributes like race, gender, and sexual orientation. The study would involve three phases: 1) analyzing profiles and resumes of practitioners across different demographic groups; 2) conducting online qualitative groups and interviews; and 3) administering a quantitative survey. The goal is to understand compensation, career progression, performance reviews, and other factors to help improve diversity and empower employees in the field. Sponsorship levels between $25-$1,000 are listed, with rewards including acknowledgement, report access, and event admission.
This document provides insights from testing of creative content and messaging with African American participants for a research program called All of Us. Key findings include:
- The Miguel and Tallulah personas appealed most to participants and messaging around altruism and community resonated highest.
- Illustrations were preferred over photography. Younger participants gravitated more to images while older generations preferred headlines.
- Privacy and data security were the top concerns about joining the program mentioned by participants.
- After exposure to program information, 75% said they would join, including 60% of those who initially had concerns. Reasons cited included advancing research to cure diseases and addressing historical health inequities.
Assignment # 3 – Advertisement Analysis Below, find your A.docxjane3dyson92312
Assignment # 3 – Advertisement Analysis
Below, find your Advertisement Category based on the first letter in your last name (My last
name is Winter, so I would be in category 3). Then, find an advertisement that falls into the
description in that category, and analyze the ad from a psychological point of view. If you
can, upload a picture of the ad with your assignment; otherwise, vividly describe the ad as
best you can. Again, copy and paste your responses into the blackboard dropbox folder. You
can keep it in the questionnaire format below (which is actually my preference) or write it out
in paragraph format. Just make sure to give a thorough response!
Categories:
Last Name A – H: Find an ad that appeals to or is based on a creation of needs—think about
this in terms of human hierarchy of needs (biological, safety and security, belonging and love,
self-esteem and status, cognitive, aesthetic, and self-actualization). You might recall these
needs from an intro psych course covering Maslow.
Last Name I – Q: Find an ad that involves social and prestige suggestions—techniques based
on the premise that you should buy or do something because many others do so (social
suggestion) or some well-known person makes a recommendation (prestige suggestion).
Last Name R – Z: Find an ad that involves loaded words and images—these tend to be more
subtle techniques, including the use of attractive people in the advertisement, images of
positive social situations associated with a product, or incorporating "buzzwords" or buzz
phrases such as "natural" for food and beauty products.
(Five Points Possible for Each Question)
1. What product does this ad attempt to market, and where is the ad from? Describe or attach
2. To which component(s) of attitudes (e.g., affective, behavioral, cognitive) does this ad
appeal? How can you tell? Was this a good strategy for this product/audience?
3. What route of persuasion do the advertisers seem to use (e.g., central/systematic route vs.
peripheral/heuristic pg. 228)? Was that a good choice? Specifically, what central or
peripheral cues are used?
4. Does the ad attempt to describe the source of its product information (e.g., "dentists agree
that _____" or "experts suggest ____?" Do these sources come off as credible and/or
attractive? If there was no expert, do you think one would have helped? Why or why not?
5. What about the communication itself? Are the arguments weak/strong, one-sided/two-
sided, overt/implied, discrepant with the audience/in-line with the audience, or not present
at all? Were these good choices?
6. What about the target of the communication? Who are the advertisers targeting, how can
you tell, and was that a good decision? How might this ad be different if directed towards
an audience from a more interdependent culture?
7. Describe how AT LEAST ONE concept that we have discussed (e.g. dissonance, emotions,
attitudes, self-monitoring, etc.
Soc 315 soc315 soc 315 best tutorials guide uopstudy.comUOPCourseHelp
This document provides instructions and prompts for several assignments for the course SOC 315 Cultural Diversity. The first assignment asks students to write a diversity proposal responding to an anonymous employee complaint about a lack of meaningful diversity initiatives at their company. The second assignment involves creating a presentation using a SOAR analysis framework to assess aspects of one's personal identity and diversity. The third assignment is to complete a multicultural matrix and analysis worksheet identifying ethnic groups. The fourth assignment requires summarizing an EEOC lawsuit and analyzing its implications. The final assignment involves creating a presentation on a current social issue with global diversity and inclusion impacts.
Soc 315 soc315 soc 315 education for service uopstudy.comUOPCourseHelp
This document provides instructions and assignments for SOC 315 Cultural Diversity course. It outlines 5 weekly assignments:
1) A diversity proposal addressing workplace inclusion in response to an employee complaint.
2) A SOAR analysis presentation assessing personal diversity values and identity.
3) Completing a multicultural matrix and analyzing advantages of diversity.
4) Summarizing an EEOC lawsuit and analyzing its implications for diversity and inclusion.
5) A presentation on a current global social issue regarding diversity and inclusion implications. Academic sources are required.
Despite of all odds and practicing on a scooter if she can perfoLinaCovington707
This document discusses rhetorical appeals, specifically ethos, logos, and pathos. It provides definitions and analysis questions for each appeal. Ethos establishes credibility through trustworthiness and expertise. Logos appeals to logic and reason through facts, data, and well-reasoned arguments. Pathos influences emotions using personal stories, quotes, and provocative language or imagery. The document demonstrates how to identify and analyze the different rhetorical strategies used in advertisements and persuasive writing.
This document introduces Frrole Intelligence, a data intelligence company that provides social media analytics solutions. It summarizes Frrole's capabilities in people intelligence and topic intelligence through deep analysis of influencers, user groups, topics, brands and products. Some key capabilities highlighted include high precision analysis at the neighborhood level for sentiment, locational trends and complaints. It also provides personalized insights like personality analysis, advanced demographics on interests, and dynamic interest graphs. Example use cases are described for several clients across industries.
This document discusses the process of developing a questionnaire for research. It covers stages of questionnaire development such as exploratory interviews, pilot testing, and pretesting. It also discusses different types of questions, question formats, and guidelines for writing good questions. The document provides examples of good and bad question wording and explains concepts like mutually exclusive and exhaustive response categories. It then presents an example of using a questionnaire to study promotional methods, including developing hypotheses, collecting data, and analyzing results.
EMG Webinar: Beyond the Demographic: Using Psychographic and Ethnographic Dat...Earthbound Media Group
For decades, marketers and advertisers have used demographic profiling to target consumers. But focusing solely on this traditional targeting tactic may be a waste of precious time, money, energy and opportunities for meaningful engagement. By considering how the social and mobile landscapes have impacted the consumer’s ability to commune in new and personal ways we can discover how demographic profiling alone is ineffective. The webinar will explore EMG’s hand- crafted methodologies in collecting, measuring and responding to new data sets, live behaviors and critical brand sentiment that have allowed us to target and personalize campaigns and web experiences within a diversity of industries including higher education, healthcare and entertainment.
Join us as we introduce and explore how you can evolve your approach to profiling and segmenting audiences to increase impressions, shares, adoptions and conversions.
In this webinar you will learn how to:
1. Think beyond demographic profiling and why it is fiscally beneficial to do so
2. Acquire more specific data sets and ways to measure
3. Use those data sets to get started on targeting consumers on more specific levels
4. Craft engaging and personalized web features and experiences
5. Measure the success and efficiencies of your new marketing tactics
The document discusses market research for test screenings of movies. It explains that 300-400 people are recruited to view sneak previews of movies like Spiderman 2, Tough Love, and Shoeless Joe 3000. They are then asked to fill out an exhaustive survey about the film, title, plot, characters, music, and marketing materials. The purpose of market research and test screenings is to identify and define marketing opportunities, improve understanding of the marketing process, and help modify or edit aspects of the film based on audience feedback. It also outlines the importance of understanding your audience and different types of research like primary vs secondary and qualitative vs quantitative research.
I Love Writing Writing Reading Writing My PassionCasey Hudson
This document provides instructions for a lesson plan to introduce fractions to students using chocolate bars and other snacks. The lesson involves having students divide the snacks into equal parts to demonstrate fractions like halves, quarters, and other fractional amounts. Students will draw and label the fractions on paper and then eat their fractions. As an assessment, students will write down three things they learned about fractions. The lesson incorporates visuals, hands-on learning, and differentiation for varying ability levels.
Giving You the Edge - The Science of Winning Elections Michael Lieberman
Giving You the Edge – The Science of Winning Elections, written by experienced political consultant Michael Lieberman, identifies and explains the use of key research methodology and multivariate analysis in supporting political campaign goals through the various stages of an election.
- Students will learn about primary research methods, differentiating between data and information, and sampling types. They will select appropriate research methods and representative samples.
- The document discusses quantitative and qualitative research methods. Quantitative research uses data collected through surveys and polls, while qualitative research uses information collected through interviews and focus groups.
- Various primary and secondary data collection methods are explained, including surveys, interviews, focus groups, observation techniques, and online data collection.
This document contains details about distributing tickets and notices to invite people to view a trailer, magazine, and film poster. A questionnaire with open and closed questions was created and distributed to 12 people from the target audience after they viewed the materials. The questions were intended to collect feedback on perceptions and opinions of the promotional materials. Data from the questionnaires was analyzed to identify the most common responses.
Presentation of Q&A Market Research and its Proprietary ModelsUgur Develi
This document provides an introduction to Q&A Market Research Company, a market research firm founded in 1998. It discusses the company's history and experience conducting both qualitative and quantitative surveys internationally. The company offers various services to help clients measure customer satisfaction, market performance, diagnose marketing/sales problems, and identify growth opportunities. It conducts research in many regions and countries across various market sectors. Key research solutions offered include brand, consumer, segmentation, concept testing and new product development research. Both qualitative and quantitative methodologies are used, including focus groups, interviews, online surveys, and mystery shopping. In summary, Q&A Market Research Company is an experienced international market research firm that offers a wide range of qualitative and quantitative research solutions.
The document summarizes the results of a questionnaire about newspaper advertising preferences and expectations. 20 people answered questions about newspaper reading habits, effective ad characteristics, memorable ad styles and sizes, image and typography preferences, and sports icons. Key results indicated a preference for bold images with simple text in a medium or large size over elaborate designs. Respondents also associated sports with modern, uniform typography and icons of the Olympics, team sports stadiums, and sports brands. The findings will inform the design of the newspaper ad for a sports documentary.
The document describes a project to design an interactive experience to help people make better fitness and nutrition choices. It discusses conducting user research through interviews to understand needs and evaluate prototype designs. Low- and high-fidelity prototypes were created for a mobile app called Pencil Project that allows users to create profiles, join fitness factions with group challenges and goals, and find workout partners. Further user testing provided feedback that informed improvements to the profiles, team, and challenge experience pages.
Mrs the secret to high quality participantsAndrew Barnes
The document discusses finding high quality participants for research. It reveals that market research's number one problem is accessing a quality and representative sample. It then discusses how traditional and digital recruitment can have issues like low quality participants and repeat respondents. Finally, it introduces behavioural recruitment using Facebook data to find participants who genuinely match criteria, are fresh and enthusiastic, and can be accessed at scale.
Data Framework Design: A Practical GuideDaniel McKean
The document provides guidance on developing a data framework and strategy. It begins by outlining key questions to consider, such as identifying valuable data assets, prioritizing data governance, and understanding data collection processes. The next section describes six steps for building an effective data framework: 1) Identifying most valuable data assets, 2) Making data governance a priority, 3) Building an architecture designed to evolve, 4) Developing a system for real-time data access, 5) Reinforcing data and insights as a service, and 6) Bringing the data flow to life. The document concludes by discussing best practices for defining a data strategy and operating model to support business goals through strategic use of data assets.
MASTERING DIGITAL TRANSFORMATION IN THE NEW BUSINESS ERADaniel McKean
Digital Transformation. It's not just about getting the latest tech; it's about a deep, meaningful shift in how businesses operate and connect with their customers.
Before an advance formal Discovery Session for which planners will gather relevant business, market, and product insights, the FIRST ACTIONABLE strategic step in the strategic planning process is to develop an initial Go-To-Market framework.
Harnessing the Power of Predictive Models for Marketing Campaign Optimization...Daniel McKean
In the fast-paced world of digital marketing, making data-driven decisions is not just an advantage; it's a necessity. Among the plethora of tools and techniques at the disposal of marketers and data analysts, predictive models stand out for their ability to transform complex marketing challenges into opportunities for strategic optimization.
The document discusses Always On campaigns, which are designed to continuously promote events at a venue through advertising impressions over time to increase ticket sales. The goal is to build brand awareness and keep the venue top of mind as people consider attending events. Data on past campaign performance shows they have consistently generated high returns on ad spend through a variety of audience targeting techniques and dynamic creative optimization.
The document provides a summary of website performance and recommendations for improving traffic and conversions for the JAOU website from June to December 2018. Key findings include:
- Site traffic has declined since launch but bounce rates are within industry averages. Return visitors spend more time on site than new visitors.
- The home page receives the most traffic but conversions may be improved with alternate landing pages. Testing additional landing pages is recommended.
- Users who visit 12+ times are more likely to convert, indicating value in retargeting visitors and growing the email list.
- Top landing pages beyond the home page relate to the enrollment process, suggesting this content is valuable for visitors. Deeper analysis of pages can aid optimization
The document analyzes the baseline performance of Seresto's media channels and platforms based on 2021 data. It finds that display outperforms other channels for key metrics like impressions and clicks, while digital video underperforms despite a large budget share. To optimize spend efficiency, predictive modeling is recommended to analyze performance considering multiple dimensions like channel, platform, and objective simultaneously. Sample predictive models are provided for different media objectives that predict optimized spend allocations could significantly improve key performance metrics over the baseline.
The document provides analytics insights from a media campaign run from September through November 2016. It summarizes key performance metrics including enrollment numbers, website traffic, demographic insights, and impact of different media placements. The campaign led to a significant increase in monthly enrollments compared to pre-campaign levels. Digital advertising drove most enrollments, while print media had no direct impact. Certain digital placements like programmatic and Pandora audio performed best. Mobile conversions significantly outperformed desktop. Ongoing optimization of spend mix, placements, creatives, and targeting is recommended based on learnings from the analysis.
The document provides a summary of website performance and recommendations for improving traffic and conversions for the JAOU website from June to December 2018. Key findings include:
- Site traffic has declined since launch but bounce rates are within industry averages. Return visitors spend more time on site than new visitors.
- The home page receives the most traffic but visitors spend little time there before leaving. Testing additional landing pages could improve conversions.
- Visitors who return multiple times are more likely to convert, suggesting the need for retargeting campaigns.
- Top landing pages beyond the home page relate to the enrollment process and attract returning visitors, indicating useful content is driving traffic.
This document summarizes the key findings of a social media audit comparing JTI's Winston brand to six competitor cigarette brands. The audit found that while cigarette brands do not have official social media accounts due to marketing restrictions, they are discussed across various social platforms. Some geographic regions and social networks showed higher levels of brand mentions than others. The audit also found examples of topics mentioning the brands that could potentially spread virally and negatively impact them if they gained more traction. The document provides an overview of insights on the social media presence and risks for the studied cigarette brands.
The document outlines a strategy for building community and activating fans of volleyball through an integrated digital ecosystem and social media presence. It involves aligning communication goals around perception, acquisition, and loyalty. Key aspects of the strategy include leveraging different social media platforms like Facebook, Twitter, and Instagram as hubs to drive traffic to FIVB websites and engage distinct fan groups. Content will be developed for an integrated fan experience across digital touchpoints highlighting athletes, teams, and events. Analytics will be used to measure and grow engagements on social media and websites.
Always On venue branding campaigns use continuous digital advertising to raise awareness of venues and drive ticket sales, even when no specific events are being promoted. The summary campaigns are designed to activate casual attendees by reminding people that the venue exists and prompting them with emotional messages. Audience targeting is used to reinforce messaging throughout the purchasing funnel. Analysis shows these Always On campaigns consistently deliver high returns on investment, with sample campaigns averaging a 1591% ROAS. Ongoing optimization of targeting, creative, and spending ensures campaigns perform optimally over time.
The document provides a summary of discussions around malaria from blogs, news, Twitter, forums and Facebook over the last 30 days. It finds that major themes include various United Nations campaigns and initiatives to fight malaria such as Nothing But Nets and World Malaria Day. Other prominent topics included new drug-resistant malaria strains, celebrity involvement in anti-malaria efforts, and how malaria discussions compete for attention with other global issues like HIV/AIDS and poverty. The summary also measures the United Nations' share of voice in the malaria discussion across different media.
This document provides social media metrics for PEAK's Facebook and Twitter presence from December 1-31, 2012. For Facebook, it shows metrics on reach, impressions, audience growth, engagement rates, competitive comparisons, and share of voice. It also analyzes content performance for several competitors. For Twitter, it outlines metrics on follower growth, brand influence through impressions and tweets, and competitive follower counts.
An online community intelligence audit follows a 4-step scalable process to deliver actionable insights for organizations:
1. Discovery - Define audit parameters mapped to objectives through keyword research and data modeling.
2. Data Modeling - Build and test a data model to ensure data integrity and validity.
3. Measurement - Measure community presence, reach, engagement and influence using benchmark metrics.
4. Analysis - Provide quantitative metrics and qualitative insights through measuring conversations and identifying themes.
The process begins with data collection and sampling to understand where target audiences are active online and validate strategies. Both quantitative and qualitative analysis are used to understand perceptions and conversations to develop effective online strategies. Ongoing audits are recommended
The advent of AI offers marketers unprecedented opportunities to craft personalized and engaging customer experiences, evolving customer engagements from one-sided conversations to interactive dialogues. By leveraging AI, companies can now engage in meaningful dialogues with customers, gaining deep insights into their preferences and delivering customized solutions.
Susan will present case studies illustrating AI's application in enhancing customer interactions across diverse sectors. She'll cover a range of AI tools, including chatbots, voice assistants, predictive analytics, and conversational marketing, demonstrating how these technologies can be woven into marketing strategies to foster personalized customer connections.
Participants will learn about the advantages and hurdles of integrating AI in marketing initiatives, along with actionable advice on starting this transformation. They will understand how AI can automate mundane tasks, refine customer data analysis, and offer personalized experiences on a large scale.
Attendees will come away with an understanding of AI's potential to redefine marketing, equipped with the knowledge and tactics to leverage AI in staying competitive. The talk aims to motivate professionals to adopt AI in enhancing their CX, driving greater customer engagement, loyalty, and business success.
As 2023 proved, the next few years may be shaped by market volatility and artificial intelligence services such as OpenAI's ChatGPT and Perplexity.ai. Your brand will increasingly compete for attention with Google, Apple, OpenAI, and Amazon, and customers will expect a hyper-relevant and individualized experience from every business at any moment. New state-legislated data privacy laws and several FTC rules may challenge marketers to deliver contextually relevant customer experiences, much less reach unknown prospective buyers. Are you ready?Let's discuss the critical need for data governance and applied AI for your business rather than relying on public AI models. As AI permeates society and all industries, learn how to be future-ready, compliant, and confidentlyscaling growth.
Key Takeaways:
Primary Learning Objective
1: Grasp when artificial general intelligence (""AGI"") will arrive, and how your brand can navigate the consequences. Primary Learning Objective
2: Gain an accurate analysis of the continuously developing customer journey and business intelligence. Primary Learning Objective
3: Grow revenue at lower costs with more efficient marketing and business operations.
We will explore the transformative journey of American Bath Group as they transitioned from a traditional monolithic CMS to a dynamic, composable martech framework using Kontent.ai. Discover the strategic decisions, challenges, and key benefits realized through adopting a headless CMS approach. Learn how composable business models empower marketers with flexibility, speed, and integration capabilities, ultimately enhancing digital experiences and operational efficiency. This session is essential for marketers looking to understand the practical impacts and advantages of composable technology in today's digital landscape. Join us to gain valuable insights and actionable takeaways from a real-world implementation that redefines the boundaries of marketing technology.
As the call for for skilled experts continues to develop, investing in quality education and education from a reputable https://www.safalta.com/online-digital-marketing/best-digital-marketing-institute-in-noida Digital advertising institute in Noida can lead to a a success career on this eve
In today's digital world, customers are just a click away. "Grow Your Business Online: Introduction to Digital Marketing" dives into the exciting world of digital marketing, equipping you with the tools and strategies to reach new audiences, expand your reach, and ultimately grow your business.
website = https://digitaldiscovery.institute/
address = C 210 A Industrial Area, Phase 8B, Sahibzada Ajit Singh Nagar, Punjab 140308
Everyone knows the power of stories, but when asked to come up with them, we struggle. Either we second guess ourselves as to the story's relevance, or we just come up blank and can't think of any. Unlocking Everyday Narratives: The Power of Storytelling in Marketing will teach you how to recognize stories in the moment and to recall forgotten moments that your audience needs to hear.
Key Takeaways:
Understand Why Personal Stories Connect Better
How To Remember Forgotten Stories
How To Use Customer Experiences As Stories For Your Brand
Gokila digital marketing| consultant| Coimbatoredmgokila
Myself Gokila digital marketing consultant located in Coimbatore other various types of digital marketing services such as SEM
SEO SMO SMM CAMPAIGNS content writing web design for all your business needs with affordable cost
Digital Marketing Services | Techvolt Software :
Digital Marketing is a latest method of Marketing techniques widely used across the Globe. Digital Marketing is an online marketing technique and methods used for all products and services through Search Engine and Social media advertisements. Previously the marketing techniques were used without using the internet via direct and indirect marketing strategies such as advertising through Telemarketing,Newspapers,Televisions,Posters etc.
List of Services offered in Digital Marketing |Techvolt Software :
Techvolt Software offers best Digital Marketing services for promoting your products and services through online platform on the below methods of Digital marketing
1. Search Engine Optimization (SEO)
2. Search Engine Marketing (SEM)
3. Social Media Optimization (SMO)
4. Social Media Marketing (SMM)
5. Campaigns
Importance | Need of Digital Marketing (Online Promotions) :
1. Quick Promotions through Online
2. Generation of More leads and Business Enquiries via Search Engine and Social Media Platform
3. Latest Technology development vs Business promotions
4. Creation of Social Branding
5. Promotion with less investment
Benefits Digital Marketing Services at Techvolt software :
1. Services offered with Affordable cost
2. Free Content writing
3. Free Dynamic Website design*
4. Best combo offers on website Hosting,design along with digital marketing services
5. Assured Lead Generation through Search Engine and Social Media
6. Online Maintenance Support
Free Website + Digital Marketing Services
Techvolt Software offers Free website design for all customer and clients who is availing the digital marketing services for a minimum period of 6 months.
With Regards
Gokila digital marketer
Coimbatore
Breaking Silos To Break Bank: Shattering The Divide Between Search And SocialNavah Hopkins
At Mozcon 2024 I shared this deck on bridging the divide between search and social. We began by acknowledging that search-first marketers are used to different rules of engagement than social marketers. We also looked at how both channels treat creative, audiences, bidding/budgeting, and AI. We finished by going through how they can win together including UTM audits, harvesting comments from both to inform creative, and allowing for non-login forums to be part of your marketing strategy.
I themed this deck using Baldur's Gate 3 characters: Gale as Search and Astarion as Social
What’s “In” and “Out” for ABM in 2024: Plays That Help You Grow and Ones to L...Demandbase
Delve into essential ABM ‘plays' that propel success while identifying and leaving behind tactics that no longer yield results. Led by ABM Experts, Jon Barcellos, Head of Solutions at Postal and Tom Keefe, Principal GTM Expert at Demandbase.
Can you kickstart content marketing when you have a small team or even a team of one? Why yes, you can! Dennis Shiao, founder of marketing agency Attention Retention will detail how to draw insights from subject matter experts (SMEs) and turn them into articles, bylines, blog posts, social media posts and more. He’ll also share tips on content licensing and how to establish a webinar program. Attend this session to learn how to make an impact with content marketing even when you have a small team and limited resources.
Key Takeaways:
- You don't need a large team to start a content marketing program
- A webinar program yields a "one-to-many" approach to content creation
- Use partnerships and licensing to create new content assets
Did you know that while 50% of content on the internet is in English, English only makes up 26% of the world’s spoken language? And yet 87% of customers won’t buy from an English only website.
Uncover the immense potential of communicating with customers in their own language and learn how translation holds the key to unlocking global growth. Join Smartling CEO, Bryan Murphy, as he reveals how translation software can streamline the translation process and seamlessly integrate into your martech stack for optimal efficiency. And that's not all – he’ll also share some inspiring success stories and practical tips that will turbocharge your multilingual marketing efforts!
Key takeaways:
1. The growth potential of reaching customers in their native language
2. Tips to streamline translation with software and integrations to your tech stack
3. Success stories from companies that have increased lead generation, doubled revenue, and more with translation
The digital marketing industry is changing faster than ever and those who don’t adapt with the times are losing market share. Where should marketers be focusing their efforts? What strategies are the experts seeing get the best results? Get up-to-speed with the latest industry insights, trends and predictions for the future in this panel discussion with some leading digital marketing experts.
Customer Experience is not only for B2C and big box brands. Embark on a transformative journey into the realm of B2B customer experience with our masterclass. In this dynamic session, we'll delve into the intricacies of designing and implementing seamless customer journeys that leave a lasting impression. Explore proven strategies and best practices tailored specifically for the B2B landscape, learning how to navigate complex decision-making processes and cultivate meaningful relationships with clients. From initial engagement to post-sale support, discover how to optimize every touchpoint to deliver exceptional experiences that drive loyalty and revenue growth. Join us and unlock the keys to unparalleled success in the B2B arena.
Key Takeaways:
1. Identify your customer journey and growth areas
2. Build a three-step customer experience strategy
3. Put your CX data to use and drive action in your organization
In this humorous and data-heavy session, join us in a joyous celebration of life honoring the long list of SEO tactics and concepts we lost this year. Remember fondly the beautiful time you shared with defunct ideas like link building, keyword cannibalization, search volume as a value indicator, and even our most cherished of friends: the funnel. Make peace with their loss as you embrace a new paradigm for organic content: Pillar-Based Marketing. Along the way, discover that the results that old SEO and all its trappings brought you weren’t really very good at all, actually.
In this respectful and life-affirming service—erm, session—join Ryan Brock (Chief Solution Officer at DemandJump and author of Pillar-Based Marketing: A Data-Driven Methodology for SEO and Content that Actually Works) and leave with:
• Clear and compelling evidence that most legacy SEO metrics and tactics have slim to no impact on SEO outcomes
• A major mindset shift that eliminates most of the metrics and tactics associated with SEO in favor of a single metric that defines and drives organic ranking success
• Practical, step-by-step methodology for choosing SEO pillar topics and publishing content quickly that ranks fast
2. Objective
Test content and creative for personal resonance,
appeal, and influence - as well as program
understanding among core UBR test populations
and persona types to aid in future content
development and content marketing directions.
Sample Size & Statistical Validity
We have determined a statistical valid survey
sample size is 400 completed surveys for each
test population segment. Based on the desired
insights to be collected across all demographics,
we have designed the survey to include 32 distinct
test population segments with a goal to complete
12,800 surveys.
Test
Populations
&
Survey
Counts
-
(12,800
Competed
Surveys)
African
American
(3200)
Male
(1600)
18-24 (400)
25-34 (400)
35-54 (400)
55+ (400)
Female
(1600)
18-24 (400)
25-34 (400)
35-54 (400)
55+ (400)
Hispanic
(3200)
Male
(1600)
18-24 (400)
25-34 (400)
35-54 (400)
55+ (400)
Female
(1600)
18-24 (400)
25-43 (400)
35-54 (400)
55+ (400)
Asian
American
(3200)
Male
(1600)
18-24 (400)
25-34 (400)
35-54 (400)
55+ (400)
Female
(1600)
18-24 (400)
25-34 (400)
35-54 (400)
55+ (400)
Caucasian
(3200)
Male
(1600)
18-24 (400)
25-34 (400)
35-54 (400)
55+ (400)
Female
(1600)
18-24 (400)
25-43 (400)
35-54 (400)
55+ (400)
3. Demographics
Throughout the final analysis, we will be able to filter
our insights including:
• Gender
• Sexual Orientation (Straight, LGBTQ, prefer not to
say)
• Age Grouping
• Race / Ethnicity
• Location (Full address: street, city, state, zip)
• Education Level
• HH Income
• Children in Household
Test
Populations
&
Survey
Counts
-
(12,800
Competed
Surveys)
African
American
(3200)
Male
(1600)
18-24 (400)
25-34 (400)
35-54 (400)
55+ (400)
Female
(1600)
18-24 (400)
25-34 (400)
35-54 (400)
55+ (400)
Hispanic
(3200)
Male
(1600)
18-24 (400)
25-34 (400)
35-54 (400)
55+ (400)
Female
(1600)
18-24 (400)
25-43 (400)
35-54 (400)
55+ (400)
Asian
American
(3200)
Male
(1600)
18-24 (400)
25-34 (400)
35-54 (400)
55+ (400)
Female
(1600)
18-24 (400)
25-34 (400)
35-54 (400)
55+ (400)
Caucasian
(3200)
Male
(1600)
18-24 (400)
25-34 (400)
35-54 (400)
55+ (400)
Female
(1600)
18-24 (400)
25-43 (400)
35-54 (400)
55+ (400)
4. Language
We have considered offering the survey in two
languages (English and Spanish), but we have
determined, and through the advice of our platform
vendor, the use of English language only will
streamline and shorten the analysis phase of the
project without impacting the results we will collect.
Analysis
Final analysis will gather insights collected across all
test population groupings with deeper analyses
conducted to capture trends and nuances associated
within filtered and segmented test population
demographic and persona characteristics.
Test
Populations
&
Survey
Counts
-
(12,800
Competed
Surveys)
African
American
(3200)
Male
(1600)
18-24 (400)
25-34 (400)
35-54 (400)
55+ (400)
Female
(1600)
18-24 (400)
25-34 (400)
35-54 (400)
55+ (400)
Hispanic
(3200)
Male
(1600)
18-24 (400)
25-34 (400)
35-54 (400)
55+ (400)
Female
(1600)
18-24 (400)
25-43 (400)
35-54 (400)
55+ (400)
Asian
American
(3200)
Male
(1600)
18-24 (400)
25-34 (400)
35-54 (400)
55+ (400)
Female
(1600)
18-24 (400)
25-34 (400)
35-54 (400)
55+ (400)
Caucasian
(3200)
Male
(1600)
18-24 (400)
25-34 (400)
35-54 (400)
55+ (400)
Female
(1600)
18-24 (400)
25-43 (400)
35-54 (400)
55+ (400)
6. Self ID Q:1
What best describes your age group? (Select one answer)
Less than 18 (terminate survey)
18-24
25-34
35-54
55+
7. Self ID Q:2
What best describes your race/ethnicity? (Select one answer)
African American
Hispanic
Asian American
Caucasian
Two or more races/ethnicities (terminate survey)
Prefer not to answer (terminate survey)
8. Self ID Q:3
To which gender identity do you most identify? (Select one answer)
Male
Female
9. Self ID Q:4
What best describes your sexual orientation? (Select one answer)
Heterosexual (“straight”)
LGBTQ
Prefer not to answer
10. Self ID Q:5
What is the highest level of schooling that you have completed?
(Select one answer)
Completed some high school
High school graduate
Completed some college
College degree
Completed some postgraduate
Master’s degree
Doctorate, law or professional degree
11. Self ID Q:6
What is your annual household income before taxes? (Select one answer)
Less than $25,000
$25,000−$49,999
$50,000−$74,999
$75,000−$99,999
$100,000−$124,999
$125,000 or more
Prefer not to answer
12. Self ID Q:7
Which state do you live in? (Select one answer)
Pull down option menu (all 50 states plus territories)
13. Survey Questions 1 - 2: Persona Self-Identification Classification
Objective:
A series of questions are designed to test message (motivation) and
visual cues aligned by race/ethnicity to have respondents self-identify
themselves into 1 of 5 possible persona classifications with added
insights into personal creative design composition appeal.
The questions are structured to have a respondent self-identify their dominant
and underlying values and motivations matched to a specific persona group to
better gauge personal appeal and resonance for content which will be tested
(developed specifically for persona appeal) in the following section.
Persona Group Classification is based on a respondent choosing a coded
matched response for the following SELF-IDENTIFICATION questions.
Logic Check: if a respondent is not matched to a persona type by selecting
“none” for each of the two self-identification questions … a respondent is then
segmented into a special [general population] test group.
Section 1
14. Q:1A – Persona Self-Identification Testing
Which ad makes you want to click on it to learn more about the program?
(Select one answer)
15. Q:1A Digital Ads – African American
None of these make me want to learn more.
16. Q:1A Digital Ads – Hispanic
None of these make me want to learn more.
17. Q:1A Digital Ads – Asian American
None of these make me want to learn more.
18. Q:1A Digital Ads – Caucasian American
None of these make me want to learn more.
19. Q:1B – Persona Self-Identification Testing
What about the ad do you like?
I like the photo/image
I like the headline
I like both
20. Q:2A – Persona Self-Identification Testing
Which poster makes you want to learn more about the program?
(Select one answer)
21. Q:2A Posters – African American
None of these make me want to learn more.
22. Q:2A Posters – Hispanic
None of these make me want to learn more.
23. Q:2A Posters – Asian American
None of these make me want to learn more.
24. Q:2A Posters – Caucasian American
None of these make me want to learn more.
25. Q:2B – Persona Self-Identification Testing
What about the poster do you like?
I like the photo/image
I like the headline
I like both
26. Persona match applied based on a
Persona Coded Response –
(5) linkable personas available + general
population (no classification) category
Once a persona match has been made,
a branching question follows based on
matched coded persona type to test
resonance for creative content
composition variations.
Self-Identification Logic Applied
Altruism (ALT)
Finding Cures (EC)
Community & Family (COMM)
Innovation (INN)
What’s in It for Me (ME)
Right the Wrongs (RIGHT)
Combination Possibilities for Persona Mapping
Example:
If someone selects Altruism for both Q1 and Q2, they
will receive the Edgar creative. If someone selects
Altruism for Q1 and Finding Cures for Q2, they will
receive the Tallulah creative.
If a respondent selects none for each of the two self-
identification questions, the respondent is grouped into
a general population test segment.
27. Survey Question 3: Video Inspiration Testing
Objective:
Quick test to see if the Anthem video inspires viewers with added insights
into why or why not.
Section 2
30. Q:3A – Video Inspiration Testing
After watching the video, do you want to learn more about the program?
Yes (advance to Q3B)
No (advance to Q3C)
31. Q:3B – Video Inspiration Testing
What inspired you to want to learn more? (Please be as detailed and
specific as possible.)
32. Q:3C – Video Inspiration Testing
What didn’t inspire you to want to learn more? (Please be as detailed and
specific as possible.)
33. Survey Questions 4A & 4B: Persona Match Creative Testing
Objective:
The following questions are designed to test personal motivation cues
and design preference compositions (visual, headline, message) for
resonance and appeal based on the matched respondent self-
identified persona type.
Once a Persona Match has been made via the defined previous survey
section matching logic (as defined above), each self-identified Persona
Group is presented with a unique set of creative content matched to the
respondent’s persona classification.
Posters are used in the survey as creative representations with the
understanding content components in poster designs could easily be
multi-purposed into similar design treatments for digital ads, social media
posts, email, brochures, et al.
Section 3
34. Q:4A – Creative Persona Testing
Which poster makes you want to learn more about the program? Please rank
in order.
(Please click on each image to rank the images in order of your preference: 1
(most preferred) to 6 (least preferred) After ranking, you can resort your selections
by dragging the images into new positions or by using the reset button at the
bottom of the screen.
35. Persona 1: Edgar
Altruism, Innovation, Legacy and Family
Q:4A Personas – Persona 1
None of these make me want to learn more.
36. Persona 2: Tallulah
Finding cures, Empowerment, What’s in it for me
Q:4A Personas – Persona 2
None of these make me want to learn more.
37. Persona 3: Chris
Innovation, Community and Tribe, What’s in it for me
Q:4A Personas – Persona 3
None of these make me want to learn more.
38. Persona 4: Lorraine
Community and Tribe, Righting Wrongs, Altruism
Q:4A Personas – Persona 4
None of these make me want to learn more.
39. Persona 5: Miguel
Righting Wrongs, Legacy and Family, Altruism
Q:4A Personas – Persona 5
None of these make me want to learn more.
40. Q:4A Personas – Non-classified/General Population
None of these make me want to learn more.
41. Q:4B – Creative Persona Testing
What about the poster do you like?
I like the photo/image
I like the headline
I like both
42. Survey Questions 5A, 5B, 5C, 5D, 5E, 5F, 5G – Social Media Use Testing
Objective:
These questions have been designed to help steer the social content
strategy and to identify where test populations are congregating across
social media to aid in designing the most appropriate social media and
content strategy.
Section 4
43. Q:5A – Social Media Testing
What social media platforms do you currently use and have a personal
profile (account)?
Facebook
Instagram
Twitter
SnapChat
YouTube
Tumblr
Google+
None of these
44. Q:5B – Social Media Testing
On social media, do you follow (like) companies and brands?
Yes
No
45. Q:5C – Social Media Testing
On social media, do you follow (like) any communities or causes
(e.g. assorted charities or philanthropic organizations)?
Yes
No
46. Q:5D – Social Media Testing
On social media, do you follow (like) any medical or health care organizations
(e.g. medical research, disease-specific, health outreach, or health advocate
charities)?
Yes
No
47. Q:5E – Social Media Testing
On social media, do you share or post content and comments?
Yes, I’m very active and share and comment often
Yes, I share and comment, but only when I like something very much or
have a strong opinion or thought
No, I rarely share and comment on social media
48. Q:5F – Social Media Testing
How often do you use your social media accounts?
Once a day
More than once a day
Several times per week
Once a week
Monthly or infrequently
49. Q:5G – Social Media Testing
Which social media post would you notice if it appeared in your news
feed? (Select one answer)
50. Q:5G – Social Media Testing
G. None of these would interest me.
What don’t you like about the social media posts?
51. Objective:
A series of questions are designed to test website and video
content for program comprehension and general understanding.
The site and video content presented (the core multiple website
content landing page sections PLUS THE animation video) is
delivered without modification from what has been already
approved and which is currently in use.
Note:
This section is not intended to test website UX or user-ability.
It is designed to test content resonance for comprehension only.
Heatmapping is used to test the website content.
Heatmapping
Survey Questions 6, 7A, 7B – Site & Video Program Comprehension Testing
Section 5
53. Each part has sections within it.
To reach those sections, click the buttons at the top of the pages.
Example:
Website Segue
54. Click on areas of the page that interest you. It could be text, a button, a video, or an
image. When you click, a appears. Click as much or as little as you like.
Example:
Website Segue
55. When you are finished looking at part 1, click to go to part 2.
The button is at the bottom of the screen.
Example:
Website Segue
56. Presentation of About Landing Page with self-navigation to
section sub-page content via a clickable top banner menu
(heatmap click tracking enabled)
ABOUT
PROGRAM
OVERVIEW
PRIVACY
SAFEGUARDS
WHO’S
INVOLVED
FAQ
Website Segue – Part 1
62. Website Segue – Part 2
HOW TO JOIN WHO CAN JOIN
WHAT YOU
WOULD NEED
TO DO
BENEFITS OF
TAKING PART
HOW YOUR
DATA WILL BE
USED
[Website Part 2)
Presentation of How to Join Landing Page with self-navigation
to section sub-page content via a clickable top banner menu –
heatmap click tracking enabled.
63. Website Segue – Part 2
Please review the following website pages. CLICK on the content areas
you would explore if you had discovered the website on your own. You
are required to stay at least 10 seconds on each page.
Please take all the time you need.
Click as many times as you like.
69. Q:6 – Content & Program Comprehension Testing
Based on the website you just looked at, which statement best describes
what the program is?
A health insurance program for people in the U.S.
A blood bank program with centers across the U.S.
A national research program to improve health.
A program that does genetic testing for people in the U.S.
A program that provides me with personalized healthcare.
Other:
72. Q:7A – Content & Program Comprehension Testing
After watching the video, do you want to learn more about the program?
Yes
No, why would you not want to learn about the program?
73. Q:7B – Content & Program Comprehension Testing
Based on the video you just watched, which statement best describes
what the program is?
A program that collects DNA from everyone in the U.S.
A new type of health insurance program for people in the U.S.
A national research program to improve precision medicine.
A nationwide blood donation program.
A program that will provide personal medical care specifically for me.
Other:
74. Tracking logic is applied to move respondents to the pre-close stage for measuring impact
and influence of site information and creative video content.
If Respondent Had Incorrect Program
Description Responses for Testing
Questions (Q6 & Q7B)
Continue to Question 8 Series
If Respondent Had At Least One Correct
Program Description Response for ANY of the 2x
Comprehension Testing Questions (Q6 & Q7B)
Continue to Question 9 Series
BRANCHING LOGIC DECISION POINT (Pre-Close Conversion Test Transition Step)
If a respondent is unable to comprehend the
program from the website or video creative
presented, a respondent is presented with a formal
worded program description and asked to
recognize the correct benefit statement.
If a respondent successfully and correctly responded
to any of the two (website or video) comprehension
questions to gauge a respondent’s ability to
understand the program’s benefit, purpose and
intent, the last remaining series of questions are
designed to test interest in joining and/or identify
concerns for not wanting to join in the program as a
final pre-close step.
75. Branching Logic applied from Q6 & Q7B: no correct answers.
Objective:
The purpose of this section is to gather additional insights as to why a
respondent had difficulty in comprehending the core benefit and purpose of
the program, and to re-test comprehension with a full program description
before terminating the survey.
Survey Questions 8A, 8B, 8C – Comprehension Re-testing
Section 6
77. The All of Us Research Program is a large research program. The goal is to
help researchers understand more about why people get sick or stay healthy.
All of Us is part of the Precision Medicine Initiative.
We hope that more than a million people will join All of Us. People who join
will give us information about their health, habits, and what it’s like where
they live. By looking for patterns, researchers may learn more about what
affects people’s health.
The All of Us Research Program will last for many years. This will allow us to
study health over time.
If you decide to join the All of Us Research Program, you will be contributing
to an effort to improve the health of generations to come. You also may learn
about your own health.
What is the All of Us Research Program?
(All of Us must be italicized)
78. Based on the program description you just read, which statement
best describes what the program is?
A blood donation program with centers across the U.S.
A program that provides health insurance for individuals and families.
A large research program to advance the practice of medicine.
A program that tests your genes and DNA.
A program provides me with information about my personal health.
Q:8A – Program Comprehension Re-Testing
79. Do you think our program description is easy to understand?
Yes (survey termination)
No (advance to Q8C)
Q:8B – Program Comprehension Re-Testing
80. What is it about our program description which is not clear?
Advance to survey termination
Q:8C – Program Comprehension Re-Testing
81. Thank you for your time and for sharing your opinions.
Your thoughts are very important to us. Have a great day!
Thank You: Survey Termination – Program Comprehension Re-Testing
82. Branching Logic applied from Q6 & Q7B: at least one correct answer.
Objective:
The last remaining section is to test a trial pre-close conversion after survey
respondents have been exposed to our content and have demonstrated an
understanding to program benefit.
Branching logic is applied to gather as much insights as possible as to a
respondents’ inclination to join the program after becoming aware and then
comprehending the program’s core positioning and messaging. Analysis will filter
results into personas and demographics for deeper actionable insights.
If a Correct Response was recorded in either the Previous Q6, or Q7B Questions,
respondents continue to the series of Questions within this Section.
Survey Questions 9A, 9B, 9C, 9D, 9E, 9F – Pre-Close Conversion Testing
Section 7
83. Please rank the following phrases which would make you want to learn more
about the program? (1 most preferred – 10 least preferred)
There’s only one condition: The human condition.
Fighting disease just got 1 million times easier.
Your future. My legacy.
Diversity, meet data.
It’s our differences that make all the difference.
Every body has a story. What’s yours?
It takes a village to beat disease.
The doctor will see you now.
One-of-a-kind is kind of our thing.
There are an estimated 30,000 known diseases. Let’s get to work.
Q:9A – Pre-Close Conversion Testing
84. Do you have any concerns about joining the program?
Yes (advance to Q9C)
No (advance to Q9E)
Q:9B – Pre-Close Conversion Testing
85. What are your concerns? (choose all that apply)?
Privacy: “I don’t want the program to know my name or address. I don’t want to share
personal things health records or like if I have ever used drugs or had an abortion.”
Data security: “I’m worried my health data could be stolen and used against me.”
Data types: “I would be OK sharing my health records, but not my DNA.”
Loss of status: “I don’t want to lose my health insurance, my health care, be deported, etc.”
Research ethics: “I worry that researchers may do bad things with my information, like
cloning, or trying to hurt specific groups of people.”
Time: “I don’t want to spend a lot of time on this program.”
Government: “I’m not sure I want to be part of this program if the government is involved.”
Other,
Q:9C – Pre-Close Conversion Testing
86. We appreciate your concerns.
Would you still be interested in joining the program?
Yes (advance to Q9F)
No (advance to Q9G)
Q:9D – Pre-Close Conversion Testing
87. Would you join the program?
Yes (advance to Q9F)
No (advance to Q9G)
Q:9E – Pre-Close Conversion Testing
88. What are your main reasons for wanting to join the program?
Advance to survey termination
Q:9F – Pre-Close Conversion Testing
89. Why would you not want to join the program?
Advance to survey termination
Q:9G – Pre-Close Conversion Testing
90. Thank you for your time and for sharing your opinions.
Your thoughts are very important to us. Have a great day!
Thank You: Survey Termination – Pre-Close Conversion Testing