Making your Brand Pinteresting to Youth - ESOMAR 2013

•Download as PPTX, PDF•

1 like•940 views

Caitlin Krulikowski presented this at ESOMAR 2013 in Boston. Results are based on a probability-based paper survey of American youth. Find out what youth think about and do on Pinterest... See Caitlin's blog post about this presentation here: http://www.forsmarshgroup.com/index.php/blog/post/esomar-pinterest-preview

Business Education

Social beings
@ForsMarshGroup @caitlinkru @romanocog @meganpfischer
We are social.

And we want to communicate clearly
and quickly.
@ForsMarshGroup @caitlinkru @romanocog @meganpfischer
So a blog…

Became a status update:
@ForsMarshGroup @caitlinkru @romanocog @meganpfischer

Which became a tweet:
@ForsMarshGroup @caitlinkru @romanocog @meganpfischer

And is now just a photo:
@ForsMarshGroup @caitlinkru @romanocog @meganpfischer

@ForsMarshGroup @caitlinkru @romanocog @meganpfischer
Source: comScore, 2013
The Rise of the Visual Web

So…what is Pinterest?
@ForsMarshGroup @caitlinkru @romanocog @meganpfischer
=
“Tool for
collecting and
organizing
things you love”

Pinterest 101
@ForsMarshGroup @caitlinkru @romanocog @meganpfischer

@ForsMarshGroup @caitlinkru @romanocog @meganpfischer
48.7
Source: inQbation, 2012; Reuters, 2013
Growth of Pinterest

Why would marketers care?
–69% find item they purchase or want to
purchase
@ForsMarshGroup @caitlinkru @romanocog @meganpfischer
–67% use to track/collect things they like
–70% use for buying inspiration
Source: comScore, 2013

– White
– Female
– Under 30
– Some college
education
Your average inner
Source: Pew, 2013

Research Methods
– Participants: US residents ages 16-24
– Two-part survey:
– Spring 2012 │ paper-and-pencil │ n=3,743
– Summer 2012 follow-up │ online │ n=1,686
@ForsMarshGroup @caitlinkru @romanocog @meganpfischer

What We Will Examine
– Who is using?
– What are they viewing?
– Why do they use Pinterest?
@ForsMarshGroup @caitlinkru @romanocog @meganpfischer

@ForsMarshGroup @caitlinkru @romanocog @meganpfischer
Who

@ForsMarshGroup @caitlinkru @romanocog @meganpfischer
*The Pacific Division includes Alaska and Hawaii, which are not displayed
Where

Popular boards
@ForsMarshGroup @caitlinkru @romanocog @meganpfischer
#1 Top Board

Popular boards
@ForsMarshGroup @caitlinkru @romanocog @meganpfischer
#2

@ForsMarshGroup @caitlinkru @romanocog @meganpfischer
#3

@ForsMarshGroup @caitlinkru @romanocog @meganpfischer
#4

@ForsMarshGroup @caitlinkru @romanocog @meganpfischer
#5

@ForsMarshGroup @caitlinkru @romanocog @meganpfischer
#6

@ForsMarshGroup @caitlinkru @romanocog @meganpfischer
#7

@ForsMarshGroup @caitlinkru @romanocog @meganpfischer
#8

@ForsMarshGroup @caitlinkru @romanocog @meganpfischer
#9

@ForsMarshGroup @caitlinkru @romanocog @meganpfischer
#10

Why: To Have Fun
@ForsMarshGroup @caitlinkru @romanocog @meganpfischer

Why: To See/Hear Something
Entertaining
@ForsMarshGroup @caitlinkru @romanocog @meganpfischer

Why: To Get Better at Doing
Something
@ForsMarshGroup @caitlinkru @romanocog @meganpfischer

Why: To Laugh
@ForsMarshGroup @caitlinkru @romanocog @meganpfischer

0
10
20
30
40
50
60
70
80
90
0 1 2 3 4 5 6 7 8 9 10
%ofRespondents
all users
power users
1. Have fun
2. See/hear something entertaining
3. Get better at doing something
4. Laugh
5. Find out more about
someone/something
6. Share ideas/info with peers to
advance topic
7. Teach others something you have
learned.
8. Post about fun things you are doing
9. Find places to eat or services to use
10. Work together toward a shared goal
Power Users

@ForsMarshGroup @caitlinkru @romanocog @meganpfischer

Brands should use Pinterest to
engage with young adults
@ForsMarshGroup @caitlinkru @romanocog @meganpfischer

What is the spend power of US teens
ages 12 to 19?
$117.8 billion
Source: Sommer, 2012
@ForsMarshGroup @caitlinkru @romanocog @meganpfischer

– For entertainment
– To stay informed
– To show their support
Young Adults Follow…
@ForsMarshGroup @caitlinkru @romanocog @meganpfischer

Young adults are seeing
brands’ pins:
@ForsMarshGroup @caitlinkru @romanocog @meganpfischer
– 59% consume + pin
–38% consume

Where’s the sales pitch?
@ForsMarshGroup @caitlinkru @romanocog @meganpfischer

Conclusions
– Great potential for brands to engage
young adults on Pinterest.
– Further research needed:
– Young adults’ purchase behavior & Pinterest

@ForsMarshGroup @caitlinkru @romanocog @meganpfischer
Thank you!
ckrulikowski@forsmarshgroup.com
jbergstrom@forsmarshgroup.com
Boston, MA │ June

How do people find your brand, content, or products? Surely it's not only in search engines, right? They're finding you through shares on Facebook, searches on Yelp and YouTube, or other social networks, about as much as they're finding you in Google. This presentation will walk you through the steps of ensuring you have a tight strategy to combine both social and SEO to create an overall search strategy that skyrockets your traffic from all areas.

Kick Your Social Strategy Into Overdrive: The Ins & Outs of Testing Social

Jennifer Lopez

Social + SEO: Maximizing Your Brand's Marketing

Jennifer Lopez

How do people find your brand, content, or products? Surely it's not only in search engines, right? They're finding you through shares on Facebook, searches on Yelp and YouTube or other social networks, about as much as they're finding you in Google. In this talk, Jen Lopez of Moz will walk you through the steps of ensuring you have a tight strategy to combine both social and SEO to create an overall strategy that skyrockets your reach from all areas.

How to Manage Your Social Media like a Boss

Erica McGillivray

Are you overwhelmed by Twitter, YouTube, Facebook, Instagram, Snapchat, and more? There are a million networks to broadcast yourself on and very few hours in a day. Social media manager and burlesque performer Erica McGillivray (Vicious Wishes) walks you through how to get your social media channels under control. Learn how to: - Choose the right management software for your life. - Pick the right networks for your audience. - Prove your audience is coming to your shows. - Set realistic goals around your social media. Created for BurlyCon 2015

Brand Building with Creative Visual Content

Matt Siltala

Rachel Happe - How To Drive Even More Engagement.

FeverBee Limited

The Science of Writing Must-Click Headlines on Social MediaBuffer

“Well, most users will have 3D touch by the next iPhone” “I doubt many visually impaired people even use our product anyway” “Sarah didn’t say anything during our meeting so she doesn’t seem to have an opinion on the architecture design” “Don’t worry, users will get it once they use it” As developers, we make assumptions every day. However, as Alan Alda stated “Your assumptions are your windows on the world. Scrub them off every once in awhile, or the light won't come in.” Whether it is about your users or your teammates, our perceived thoughts drive how we approach software development - for better or worse. This talk will walk through some of the most common assumptions iOS engineers encounter and discuss ways we can learn to think more inclusively when it comes to both feature and app development, as well as within our own teams. We’ll also cover some strategies on how to keep an open mind when approaching these kinds of topics.

Twitter WorkshopSpiderworking

Networking 101: From Hello to Hire MeFindSpark

How to Use Social Media for Image Building and Personal Branding

Pratik Dholakiya

Earning Links Through Audience Segmentation Brighton SEO 2014

Kirsty Hulse

Improving Forms with User Experience Testing and Eye Tracking

Jennifer Romano Bergstrom

Web Survey and Forms Usability Design & TestingJennifer Romano Bergstrom

What's hot

How to Make SEO an Integral Part of your Community StrategyJennifer Lopez

Jennifer Sable Lopez - How To Make SEO An Integral Part Of Your Community Str...

FeverBee Limited

SMX West: Building Buzz On Facebook: Getting Liked & Shared

SISDigital

Social Meta Tags For the Search Marketer

Jennifer Lopez

91 Free Twitter Tools and Apps to Fit Any Need

Buffer

SEO Tricks and Tidbits Using Google+ and Google Webmaster Tools

Tori Dorsey

Facebook and Instagram Tips for Realtors in Northeast Tennessee and Southwest...

M. Valentina Escobar-Gonzalez, MBA

SEO & Social Media: A Match Made in Heaven

BrettASnyder

Digital DNA - Travel bloggers - friend or foe

Nial Toner

The Science of Social Branding

Jennifer Lopez

How to Make SEO an Integral Part of your Community StrategyJennifer Lopez

Leveraging Social Media for Audience Development.pptDesiree Forsyth

MACC Facebook April 2015

Kathleen Heuer

How to get your search, brand, PR and social efforts to work together - Steph...

Rise at Seven

The Secret Treasures In Social Media

Julie Mason

Challenging Your Assumptions

Kristina Fox

Twitter WorkshopSpiderworking

Networking 101: From Hello to Hire MeFindSpark

How to Use Social Media for Image Building and Personal Branding

Pratik Dholakiya

Earning Links Through Audience Segmentation Brighton SEO 2014

Kirsty Hulse

What's hot (20)

How to Make SEO an Integral Part of your Community Strategy

Jennifer Sable Lopez - How To Make SEO An Integral Part Of Your Community Str...

SMX West: Building Buzz On Facebook: Getting Liked & Shared

Social Meta Tags For the Search Marketer

91 Free Twitter Tools and Apps to Fit Any Need

SEO Tricks and Tidbits Using Google+ and Google Webmaster Tools

Facebook and Instagram Tips for Realtors in Northeast Tennessee and Southwest...

SEO & Social Media: A Match Made in Heaven

Digital DNA - Travel bloggers - friend or foe

The Science of Social Branding

How to Make SEO an Integral Part of your Community Strategy

Leveraging Social Media for Audience Development.ppt

MACC Facebook April 2015

How to get your search, brand, PR and social efforts to work together - Steph...

The Secret Treasures In Social Media

Challenging Your Assumptions

Twitter Workshop

Networking 101: From Hello to Hire Me

How to Use Social Media for Image Building and Personal Branding

Earning Links Through Audience Segmentation Brighton SEO 2014

Viewers also liked

Improving Forms with User Experience Testing and Eye Tracking

Jennifer Romano Bergstrom

Web Survey and Forms Usability Design & TestingJennifer Romano Bergstrom

So much UX data! Now what?

Jennifer Romano Bergstrom

User-Centered Research on the Paying for College Website and Tools - EDUI 2014

Jennifer Romano Bergstrom

The Paying for College website is designed to help consumers make informed decisions about college finance. The Consumer Financial Protection Bureau (CFPB) began development with a user-centered design process for this tool-set, which is now in its 4th iteration. The college cost and financial aid comparison tool, a central feature of these resources, supports efforts by the Department of Education to standardize financial aid disclosures. During this session, we’ll cover the most recent rounds of usability testing conducted with multiple groups across the U.S. We’ll highlight difficulties when designing and testing for multiple audiences with different needs as well as testing and iterating with live and prototype versions of the site. Data will also be emphasized as we share collection methodologies (click paths, eye tracking, questionnaires, etc.) and the importance of each. We’ll also provide insights into planning, execution, and reporting and how these findings informed major changes on the website.

Eye Tracking the User Experience of Mobile: What You Need to Know

Jennifer Romano Bergstrom

Benchmarking Usability Performance

Jennifer Romano Bergstrom

Eye Tracking the UX of Mobile: What You Need to Know

Jennifer Romano Bergstrom

UXPA2015 sponsorship prospectus

Jennifer Romano Bergstrom

The UX of Social Media

Jennifer Romano Bergstrom

Launch With Confidence! Integrate UX Research Throughout Development

Jennifer Romano Bergstrom

Unbiased Methods to Understand the User Experience

Jennifer Romano Bergstrom

The way we ask questions and behave during UX sessions affects the data we collect and the interpretations of our findings. In order to collect good UX data, it is important for the moderator to be neutral, structured, and unbiased while setting a comfortable stage for participants to share their thoughts and reactions. In this interactive 45-minute session, you will learn about the importance of structured, unbiased methods to collecting user feedback. We will discuss different methods (e.g., in-lab testing, remote moderated/unmoderated testing, surveys, card sorting, focus groups) and pros/cons of each. You will learn about different data that can be collected from usability tests, including subjective (e.g., what participants verbalize about their experience), behavioral (e.g., what participants do) and implicit (e.g., what participants think but cannot explain) data. We will discuss how to ask participants questions in ways that do not introduce biases, and how additional methods, such as eye tracking, may be valuable in understanding the users’ experience. You will learn how to ensure the data we get from UX tests are reliable and valid.

User-Centered Design of Forms and Surveys

Jennifer Romano Bergstrom

Whether surveys or forms are your final product or a part of your website/app, creating usable surveys and forms is crucial to a strong user experience for both the user entering information and the user receiving the information. In this session, you will learn about UX principles that drive a strong user experience when completing surveys/forms. The session will focus on understanding the key components of surveys/forms, what they are used for, and how to use them effectively. Topics include using labels to make forms and surveys easier, writing clear instructions, reducing respondent burden, and determining appropriate input fields such as check boxes versus radio buttons. Examples will include findings from usability studies and empirical research, some of which include eye tracking. Usability testing, eye tracking, and other user experience research methods will be discussed.

Processing Speed and Vocabulary are Related to Older Adults' Internet Experie...

Jennifer Romano Bergstrom

Some cognitive declines commonly occur with aging; yet they are seldom taken into account by Website designers and User Experience (UX) researchers. In this empirical study, we compared younger adults, middle-age adults, high-functioning older adults, and low-functioning older adults to examine whether there is a relationship between aspects of cognition and performance when using a Website. Performance was measured by accuracy (percent of tasks completed successfully), efficiency (mean time to complete tasks) and self-rated satisfaction, three commonly used usability metrics. Results suggest that processing speed and vocabulary may be related to Internet performance. Specifically, older adults with faster processing speed and/or high vocabulary may perform better than their lower-functioning counterparts. More importantly, these older adults perform similar to younger adults.

Viewers also liked (13)

Improving Forms with User Experience Testing and Eye Tracking

Web Survey and Forms Usability Design & Testing

So much UX data! Now what?

User-Centered Research on the Paying for College Website and Tools - EDUI 2014

Eye Tracking the User Experience of Mobile: What You Need to Know

Benchmarking Usability Performance

Eye Tracking the UX of Mobile: What You Need to Know

UXPA2015 sponsorship prospectus

The UX of Social Media

Launch With Confidence! Integrate UX Research Throughout Development

Unbiased Methods to Understand the User Experience

User-Centered Design of Forms and Surveys

Processing Speed and Vocabulary are Related to Older Adults' Internet Experie...

Similar to Making your Brand Pinteresting to Youth - ESOMAR 2013

Email mkt fundraising_gift2014

Joleen Ong

"Email marketing to support year-end online fundraising efforts" - Presentation from the 2014 Money for our Movement Conference in Baltimore, http://bit.ly/MFOM2014 Workshop description: Email is not dead; it’s one of the most powerful, low-cost tools that nonprofits can use to communicate with their donors. Nonprofits often make the mistake of waiting until the end of the year to ask for support, but there’s a lot they can be doing year-round to ensure “the ask” is not a cold one. Learn how to leverage email marketing for fundraising, recent nonprofit benchmarks, and how to get started in your organization.

The Art & Science of Building a Great Community - Jen Sable Lopez

MnSearch, The Minnesota Search Engine Marketing Association

Building a Community can feel like a daunting task, but you know the investment can be invaluable. You’ll have to get your hands dirty, get creative, and analyze the data to make it happen. In this session Jen Sable Lopez, Director of Community at Moz, will talk goals, tactics, measurement, and give tons of real-life examples to help you build and keep a healthy community for your organization. Learn how to: Grow and develop community Gain insights into how Moz runs their community Adopt best practices from Jen Sable Lopez

Social Media - How to use it to win business

Jon Payne

#SEJThinkTank: How to Use a Podcast to Build Your Email List by Jerod Morris

Search Engine Journal

Email remains one of the most intimate online touchpoints you can have with your audience. But a solid email list needs a good content strategy for it to grow. In this webinar, learn how podcasts can be used as an intimate platform to build an engaged, responsive email list. Want to learn about more webinars with SEJ? Check out our other recaps: www.searchenginejournal.com/category/marketing-thinktank-webinar/

3) Slacktivism: monster or myth? - ‘Emerging Digital Trends & Opportunities ...

Code Computerlove

From the ALS Ice Bucket Challenge to Stephen's Sutton's $7 million individual fundraiser, social giving – often referred to as ‘slacktivism’ – is on the rise. In this session, Jonathan will be discussing what charities can do to turn ‘likes’ into donations, increase the distribution and click-through rate of the stories published about their cause, and better cater to the needs of mobile supporters.

New business models - social change for @SPARKdotme

Dragana Djermanovic

How to Stand Out in Your Job Hunt

Emily Miethner

Transcript of Twitter backchannel

Jennifer Chesney

Using social media data for new product developmentAnnie Pettit, Research Methodologist

Leverage Emerging Social Platforms

Dream Local Digital

Cross-team Pair Testing: Lessons of a Testing Traveler (SwanseaCon 2018)

Lisi Hocke

Talk given at SwanseaCon 2018 Abstract: Did you ever wonder how to improve your testing skills? Well, I did. I wanted to learn where I stood in terms of my testing knowledge and at the same time improve my exploration and automation skills. So I decided to run an experiment and do a testing tour, pair testing with many different testers. In this talk, I will share the lessons learned on my journey as well as tips for doing pair testing sessions yourself.

SREE SREENIVASAN: Fostering Brand Loyalty Through High-Trust Social Media Eng...

techsytalk

Social media is a mighty medium to connect and deepen your relationship with your audience, but ONLY if you learn the art of engagement. In this session we bring to you one of the most sought after social media authorities, the former Chief Digital Officer of NYC and The Metropolitan Museum of Art - Sree Sreenivasan - to give us an abridged blueprint on digital and social media strategy to implement immediately with your event teams.

From Twitter Huh? To Twitter Smarter How To Get More From Tweeting - #SMDayHouMadalyn Sklar

The Art & Science of Building a Great Community

Jennifer Lopez

Pinterest: Is Social Media's Newest Sweetheart the Real Deal?

Engauge

It seems you can’t go a day without reading or hearing about social’s newest sweetheart – Pinterest. The social network has exploded in the last few months. To get a handle on the opportunities, we needed to sift through the buzz, explore the usage patterns and analyze the data. So we worked with HPCC Systems from LexisNexis® Risk Solutions – an open source, enterprise-proven Big Data analytics provider.

Growth Hacking with Content - 20 Ideas In 20 Minutes - UnPluggd 2016

Pratik Dholakiya

How To Power Your Marketing With User-Generated Content (UGC)

Social Fresh Conference

Danny Wajcman - 7 Unexpected Website Conversion Hacks

Julia Grosman

10 Steps for Putting Social Media Strategy into Action

Ian Pollard

Using Social Media and Content to Build Your Personal Brand and Land Your Nex...

Jeff Perkins

There’s a lot of chatter in the marketing world about using social media and content to generate leads and drive revenue for your company. But, what if you apply those same ideas and principles to your personal brand to help expand your career opportunities? In this presentation, Jeff Perkins will discuss how he built his personal brand leveraging content and social media to propel him from mid-level marketing manager to executive. If you feel like you’re stuck in your career and there’s no opportunity to breakthrough to the next level, this is a must-see session. After this session, you’ll be able to: 1) Develop your personal brand positioning 2) Build a content strategy for your personal brand 3) Leverage social media to build your personal brand 4) Balance your personal brand with your professional responsibilities

Similar to Making your Brand Pinteresting to Youth - ESOMAR 2013 (20)

Email mkt fundraising_gift2014

The Art & Science of Building a Great Community - Jen Sable Lopez

Social Media - How to use it to win business

#SEJThinkTank: How to Use a Podcast to Build Your Email List by Jerod Morris

3) Slacktivism: monster or myth? - ‘Emerging Digital Trends & Opportunities ...

New business models - social change for @SPARKdotme

How to Stand Out in Your Job Hunt

Transcript of Twitter backchannel

Using social media data for new product development

Leverage Emerging Social Platforms

Cross-team Pair Testing: Lessons of a Testing Traveler (SwanseaCon 2018)

SREE SREENIVASAN: Fostering Brand Loyalty Through High-Trust Social Media Eng...

From Twitter Huh? To Twitter Smarter How To Get More From Tweeting - #SMDayHou

The Art & Science of Building a Great Community

Pinterest: Is Social Media's Newest Sweetheart the Real Deal?

Growth Hacking with Content - 20 Ideas In 20 Minutes - UnPluggd 2016

How To Power Your Marketing With User-Generated Content (UGC)

Danny Wajcman - 7 Unexpected Website Conversion Hacks

10 Steps for Putting Social Media Strategy into Action

Using Social Media and Content to Build Your Personal Brand and Land Your Nex...

More from Jennifer Romano Bergstrom

Usable Government Forms and Surveys: Best Practices for Design (from MoDevGov)

Jennifer Romano Bergstrom

Unifying the UX of a Survey Across Multiple Devices (MoDevEast 2013)

Jennifer Romano Bergstrom

The visual design of surveys and other types of online data collection tools impacts how users perceive, understand and navigate the instrument as well as the responses they provide. Two key considerations that impact how users experience online data collection tools are the device they are using (e.g., smartphone, tablet, computer) and the method of interaction (e.g., website, app or both). When designing online data collection tools, creating a common user experience across different devices and methods of interaction is important to create a consistent user experience and to minimize measurement differences. In this talk, we will compare the user experience across four different combinations of device and method of interaction of a survey: (1) desktop PC-website, (2) smartphone-app, (3) tablet-app, and (4) tablet-website. Through performance and eye-tracking data, we identify UX elements that must be unified across all devices as well as elements that might need customization for difference devices or methods of interaction.

UX Assessment Techniques (from NOVA UX Psychology of UX Panel: Dec 11, 2013)Jennifer Romano Bergstrom

Age-Related Differences in Search Strategy and Performance When Using a Data-...

Jennifer Romano Bergstrom

Age Differences in the Knowledge and Usage of QR Codes

Jennifer Romano Bergstrom

Jonathan Mendelson presented this talk at HCI in Las Vegas. Data are from a probability-based online panel with US adults over the age of 25. We found that QR Code awareness, knowledge, and usage were highest for young adults and lowest for older adults. See slides for more details and see Jonathan's blog post about this talk at: http://www.forsmarshgroup.com/index.php/blog/post/hcii-2013-preview-age-and-qr-codes

Remote Testing Rocks! Ignite at UXPA 2013

Jennifer Romano Bergstrom

Jon Strohl organized an Ignite session in which many of us "pitted" different UX methods against each other. In mine, I argue for why remote UX testing is the best UX method. (Of course, I like many methods, and each is "the best" in different situations, but for the sake of this presentation, I hd some fun...) See my blog post about this: http://www.forsmarshgroup.com/index.php/blog/post/uxpa-recap-part-ii-why-remote-testing-is-the-most-preferred-ux-method.

Beyond Eye Tracking: Using User Temperature, Rating Dials, and Facial Analysi...

Jennifer Romano Bergstrom

Introduction to Web Survey Usability Design and Testing

Jennifer Romano Bergstrom

UX Fundamentals

Jennifer Romano Bergstrom

Effects of Age and Think-Aloud Protocol on Eye-Tracking Data and Usability Me...Jennifer Romano Bergstrom

Benefits of Concurrent Cognitive and Usability Testing

Jennifer Romano Bergstrom

Typically survey pretesting involves separate timelines and research staffs for cognitive and usability testing. In this paper, we make the case that a more comprehensive and less labor-intensive approach to pretesting is to conduct both cognitive and usability testing concurrently. By testing the same questionnaire concurrently with respondents and interviewers (the users in this case), potentially problematic question wording and instrument design can be more efficiently identified in a way that can be used to improve the questionnaire for both the respondent and the interviewer. In 2005 and 2006, the U.S. Census Bureau conducted separate rounds of cognitive and usability testing on an interviewer-administered non-response follow-up questionnaire in preparation for the 2010 Census. The usability testing was conducted in the Census Bureau’s Usability Lab with an early version of the instrument. Later, the Census Bureau’s Cognitive Lab conducted cognitive testing of the instrument. In doing the testing separately, we learned that in addition to usability issues, usability testing also identifies question wording issues, but that usability staff does not have the specialized experience (or sometimes the authority) to make recommendations in that arena. Similarly, while examining question wording, cognitive testing also identifies poor usability features, but the cognitive-testing staff lacks the experience with such testing to be able to recommend improvements in usability features. Based on this observation, in 2008, the Cognitive and Usability Labs at the Census Bureau conducted 40 cognitive and 20 usability interviews concurrently and in conjunction to test the questionnaire and presented results and recommendations from both types of testing together. When testing is conducted concurrently, staff from both labs, representing both specialties, can be at the table at once, creating a more efficient methodology. By examining these two case studies, this paper will discuss what can be gained by conducting these studies in concert above and beyond conducting them independently. Examples of the kinds of findings that are possible through this joint research and the synergy from having both research teams involved will be described.

Display Matters: A Test of Visual Display Options in a Web-Based Survey

Jennifer Romano Bergstrom

Surveys are increasingly being conducted online, and it is pertinent to establish clear guidelines for presenting self-administered survey items on a computer screen. Goals should include reducing respondent burden and measurement error. Web survey designers often need to decide how to best present long lists of information and where to place navigation buttons (i.e., next and previous). We evaluated the usability of web-based National Survey of College Graduates (NSCG) questionnaire prototypes. In the first round of testing (n=8), respondents had difficulties proceeding through the survey because the ‘Next’ button was on the left side of the screen and the ‘Previous’ button was on the right. In the second round of testing (n=30), four versions of the survey were tested to assess usability of the ‘Next’ and ‘Previous’ buttons based on their placement on the screen (right or left side) and additionally, to assess the display format of a long list of occupation options (one-column versus two-columns). Dependent measures included participants’ comments from a think aloud protocol, self-reported ratings of satisfaction with the survey, responses to qualitative debriefing questions, time required to complete the job code item, and eye-tracking data focusing on which button (i.e., ‘Next’ or ‘Previous’) and which half of the job code list participants looked at first and more often. Qualitative and quantitative results revealed that participants preferred and performed quicker when the long list of occupation options was displayed in two columns rather than one and when ‘Next’ was displayed to the right of the ‘Previous’ button rather than vice versa. Our findings support usability best practice guidelines that recommend eliminating excessive scrolling on Web sites, and following reading conventions (i.e., looking to the right to move forward, as if turning a page in a book).

More from Jennifer Romano Bergstrom (12)

Usable Government Forms and Surveys: Best Practices for Design (from MoDevGov)

Unifying the UX of a Survey Across Multiple Devices (MoDevEast 2013)

UX Assessment Techniques (from NOVA UX Psychology of UX Panel: Dec 11, 2013)

Age-Related Differences in Search Strategy and Performance When Using a Data-...

Age Differences in the Knowledge and Usage of QR Codes

Remote Testing Rocks! Ignite at UXPA 2013

Beyond Eye Tracking: Using User Temperature, Rating Dials, and Facial Analysi...

Introduction to Web Survey Usability Design and Testing

UX Fundamentals

Effects of Age and Think-Aloud Protocol on Eye-Tracking Data and Usability Me...

Benefits of Concurrent Cognitive and Usability Testing

Display Matters: A Test of Visual Display Options in a Web-Based Survey

Recently uploaded

5 Things You Need To Know Before Hiring a Videographer

ofm712785

Attending a job Interview for B1 and B2 Englsih learners

Erika906060

Pitch Deck Teardown: RAW Dating App's $3M Angel deck

HajeJanKamps

RMD24 | Debunking the non-endemic revenue myth Marvin Vacquier Droop | First ...

BBPMedia1

Marvin neemt je in deze presentatie mee in de voordelen van non-endemic advertising op retail media netwerken. Hij brengt ook de uitdagingen in beeld die de markt op dit moment heeft op het gebied van retail media voor niet-leveranciers. Retail media wordt gezien als het nieuwe advertising-medium en ook mediabureaus richten massaal retail media-afdelingen op. Merken die niet in de betreffende winkel liggen staan ook nog niet in de rij om op de retail media netwerken te adverteren. Marvin belicht de uitdagingen die er zijn om echt aansluiting te vinden op die markt van non-endemic advertising.

Exploring Patterns of Connection with Social Dreaming

Nicola Wreford-Howard

Filing Your Delaware Franchise Tax A Detailed Guide

YourLegal Accounting

As a business owner in Delaware, staying on top of your tax obligations is paramount, especially with the annual deadline for Delaware Franchise Tax looming on March 1. One such obligation is the annual Delaware Franchise Tax, which serves as a crucial requirement for maintaining your company’s legal standing within the state. While the prospect of handling tax matters may seem daunting, rest assured that the process can be straightforward with the right guidance. In this comprehensive guide, we’ll walk you through the steps of filing your Delaware Franchise Tax and provide insights to help you navigate the process effectively.

India Orthopedic Devices Market: Unlocking Growth Secrets, Trends and Develop...

Kumar Satyam

According to TechSci Research report, “India Orthopedic Devices Market -Industry Size, Share, Trends, Competition Forecast & Opportunities, 2030”, the India Orthopedic Devices Market stood at USD 1,280.54 Million in 2024 and is anticipated to grow with a CAGR of 7.84% in the forecast period, 2026-2030F. The India Orthopedic Devices Market is being driven by several factors. The most prominent ones include an increase in the elderly population, who are more prone to orthopedic conditions such as osteoporosis and arthritis. Moreover, the rise in sports injuries and road accidents are also contributing to the demand for orthopedic devices. Advances in technology and the introduction of innovative implants and prosthetics have further propelled the market growth. Additionally, government initiatives aimed at improving healthcare infrastructure and the increasing prevalence of lifestyle diseases have led to an upward trend in orthopedic surgeries, thereby fueling the market demand for these devices.

Buy Verified PayPal Account | Buy Google 5 Star Reviews

usawebmarket

Buy Verified PayPal Account Looking to buy verified PayPal accounts? Discover 7 expert tips for safely purchasing a verified PayPal account in 2024. Ensure security and reliability for your transactions. PayPal Services Features- 🟢 Email Access 🟢 Bank Added 🟢 Card Verified 🟢 Full SSN Provided 🟢 Phone Number Access 🟢 Driving License Copy 🟢 Fasted Delivery Client Satisfaction is Our First priority. Our services is very appropriate to buy. We assume that the first-rate way to purchase our offerings is to order on the website. If you have any worry in our cooperation usually You can order us on Skype or Telegram. 24/7 Hours Reply/Please Contact usawebmarketEmail: support@usawebmarket.com Skype: usawebmarket Telegram: @usawebmarket WhatsApp: +1‪(218) 203-5951‬ USA WEB MARKET is the Best Verified PayPal, Payoneer, Cash App, Skrill, Neteller, Stripe Account and SEO, SMM Service provider.100%Satisfection granted.100% replacement Granted.

20240425_ TJ Communications Credentials_compressed.pdf

tjcomstrang

"𝑩𝑬𝑮𝑼𝑵 𝑾𝑰𝑻𝑯 𝑻𝑱 𝑰𝑺 𝑯𝑨𝑳𝑭 𝑫𝑶𝑵𝑬" 𝐓𝐉 𝐂𝐨𝐦𝐬 (𝐓𝐉 𝐂𝐨𝐦𝐦𝐮𝐧𝐢𝐜𝐚𝐭𝐢𝐨𝐧𝐬) is a professional event agency that includes experts in the event-organizing market in Vietnam, Korea, and ASEAN countries. We provide unlimited types of events from Music concerts, Fan meetings, and Culture festivals to Corporate events, Internal company events, Golf tournaments, MICE events, and Exhibitions. 𝐓𝐉 𝐂𝐨𝐦𝐬 provides unlimited package services including such as Event organizing, Event planning, Event production, Manpower, PR marketing, Design 2D/3D, VIP protocols, Interpreter agency, etc. Sports events - Golf competitions/billiards competitions/company sports events: dynamic and challenging ⭐ 𝐅𝐞𝐚𝐭𝐮𝐫𝐞𝐝 𝐩𝐫𝐨𝐣𝐞𝐜𝐭𝐬: ➢ 2024 BAEKHYUN [Lonsdaleite] IN HO CHI MINH ➢ SUPER JUNIOR-L.S.S. THE SHOW : Th3ee Guys in HO CHI MINH ➢FreenBecky 1st Fan Meeting in Vietnam ➢CHILDREN ART EXHIBITION 2024: BEYOND BARRIERS ➢ WOW K-Music Festival 2023 ➢ Winner [CROSS] Tour in HCM ➢ Super Show 9 in HCM with Super Junior ➢ HCMC - Gyeongsangbuk-do Culture and Tourism Festival ➢ Korean Vietnam Partnership - Fair with LG ➢ Korean President visits Samsung Electronics R&D Center ➢ Vietnam Food Expo with Lotte Wellfood "𝐄𝐯𝐞𝐫𝐲 𝐞𝐯𝐞𝐧𝐭 𝐢𝐬 𝐚 𝐬𝐭𝐨𝐫𝐲, 𝐚 𝐬𝐩𝐞𝐜𝐢𝐚𝐥 𝐣𝐨𝐮𝐫𝐧𝐞𝐲. 𝐖𝐞 𝐚𝐥𝐰𝐚𝐲𝐬 𝐛𝐞𝐥𝐢𝐞𝐯𝐞 𝐭𝐡𝐚𝐭 𝐬𝐡𝐨𝐫𝐭𝐥𝐲 𝐲𝐨𝐮 𝐰𝐢𝐥𝐥 𝐛𝐞 𝐚 𝐩𝐚𝐫𝐭 𝐨𝐟 𝐨𝐮𝐫 𝐬𝐭𝐨𝐫𝐢𝐞𝐬."

What are the main advantages of using HR recruiter services.pdf

HumanResourceDimensi1

Putting the SPARK into Virtual Training.pptx

Cynthia Clay

This 60-minute webinar, sponsored by Adobe, was delivered for the Training Mag Network. It explored the five elements of SPARK: Storytelling, Purpose, Action, Relationships, and Kudos. Knowing how to tell a well-structured story is key to building long-term memory. Stating a clear purpose that doesn't take away from the discovery learning process is critical. Ensuring that people move from theory to practical application is imperative. Creating strong social learning is the key to commitment and engagement. Validating and affirming participants' comments is the way to create a positive learning environment.

3.0 Project 2_ Developing My Brand Identity Kit.pptx

tanyjahb

falcon-invoice-discounting-a-premier-platform-for-investors-in-india

Falcon Invoice Discounting

Falcon stands out as a top-tier P2P Invoice Discounting platform in India, bridging esteemed blue-chip companies and eager investors. Our goal is to transform the investment landscape in India by establishing a comprehensive destination for borrowers and investors with diverse profiles and needs, all while minimizing risk. What sets Falcon apart is the elimination of intermediaries such as commercial banks and depository institutions, allowing investors to enjoy higher yields.

Taurus Zodiac Sign_ Personality Traits and Sign Dates.pptx

my Pandit

The-McKinsey-7S-Framework. strategic management

Bojamma2

Search Disrupted Google’s Leaked Documents Rock the SEO World.pdf

Arihant Webtech Pvt. Ltd

The world of search engine optimization (SEO) is buzzing with discussions after Google confirmed that around 2,500 leaked internal documents related to its Search feature are indeed authentic. The revelation has sparked significant concerns within the SEO community. The leaked documents were initially reported by SEO experts Rand Fishkin and Mike King, igniting widespread analysis and discourse. For More Info:- https://news.arihantwebtech.com/search-disrupted-googles-leaked-documents-rock-the-seo-world/

Set off and carry forward of losses and assessment of individuals.pptx

HARSHITHV26

Brand Analysis for an artist named Struan

sarahvanessa51503

Role of Remote Sensing and Monitoring in Mining

Naaraayani Minerals Pvt.Ltd

Remote sensing and monitoring are changing the mining industry for the better. These are providing innovative solutions to long-standing challenges. Those related to exploration, extraction, and overall environmental management by mining technology companies Odisha. These technologies make use of satellite imaging, aerial photography and sensors to collect data that might be inaccessible or from hazardous locations. With the use of this technology, mining operations are becoming increasingly efficient. Let us gain more insight into the key aspects associated with remote sensing and monitoring when it comes to mining.

Skye Residences | Extended Stay Residences Near Toronto Airport

marketingjdass

Experience unparalleled EXTENDED STAY and comfort at Skye Residences located just minutes from Toronto Airport. Discover sophisticated accommodations tailored for discerning travelers. Website Link : https://skyeresidences.com/ https://skyeresidences.com/about-us/ https://skyeresidences.com/gallery/ https://skyeresidences.com/rooms/ https://skyeresidences.com/near-by-attractions/ https://skyeresidences.com/commute/ https://skyeresidences.com/contact/ https://skyeresidences.com/queen-suite-with-sofa-bed/ https://skyeresidences.com/queen-suite-with-sofa-bed-and-balcony/ https://skyeresidences.com/queen-suite-with-sofa-bed-accessible/ https://skyeresidences.com/2-bedroom-deluxe-queen-suite-with-sofa-bed/ https://skyeresidences.com/2-bedroom-deluxe-king-queen-suite-with-sofa-bed/ https://skyeresidences.com/2-bedroom-deluxe-queen-suite-with-sofa-bed-accessible/ #Skye Residences Etobicoke, #Skye Residences Near Toronto Airport, #Skye Residences Toronto, #Skye Hotel Toronto, #Skye Hotel Near Toronto Airport, #Hotel Near Toronto Airport, #Near Toronto Airport Accommodation, #Suites Near Toronto Airport, #Etobicoke Suites Near Airport, #Hotel Near Toronto Pearson International Airport, #Toronto Airport Suite Rentals, #Pearson Airport Hotel Suites

Recently uploaded (20)

5 Things You Need To Know Before Hiring a Videographer

Attending a job Interview for B1 and B2 Englsih learners

Pitch Deck Teardown: RAW Dating App's $3M Angel deck

RMD24 | Debunking the non-endemic revenue myth Marvin Vacquier Droop | First ...

Exploring Patterns of Connection with Social Dreaming

Filing Your Delaware Franchise Tax A Detailed Guide

India Orthopedic Devices Market: Unlocking Growth Secrets, Trends and Develop...

Buy Verified PayPal Account | Buy Google 5 Star Reviews

20240425_ TJ Communications Credentials_compressed.pdf

What are the main advantages of using HR recruiter services.pdf

Putting the SPARK into Virtual Training.pptx

3.0 Project 2_ Developing My Brand Identity Kit.pptx

falcon-invoice-discounting-a-premier-platform-for-investors-in-india

Taurus Zodiac Sign_ Personality Traits and Sign Dates.pptx

The-McKinsey-7S-Framework. strategic management

Search Disrupted Google’s Leaked Documents Rock the SEO World.pdf

Set off and carry forward of losses and assessment of individuals.pptx

Brand Analysis for an artist named Struan

Role of Remote Sensing and Monitoring in Mining

Skye Residences | Extended Stay Residences Near Toronto Airport

Making your Brand Pinteresting to Youth - ESOMAR 2013

1. interesting to Youth: Examining Youth Usage and Adoption Rates of Pinterest Making Your Brand Caitlin Krulikowski, Jennifer Romano Bergstrom & Megan Fischer

2. Social beings @ForsMarshGroup @caitlinkru @romanocog @meganpfischer We are social.

3. And we want to communicate clearly and quickly. @ForsMarshGroup @caitlinkru @romanocog @meganpfischer So a blog…

4. Became a status update: @ForsMarshGroup @caitlinkru @romanocog @meganpfischer

5. Which became a tweet: @ForsMarshGroup @caitlinkru @romanocog @meganpfischer

6. And is now just a photo: @ForsMarshGroup @caitlinkru @romanocog @meganpfischer

7. @ForsMarshGroup @caitlinkru @romanocog @meganpfischer Source: comScore, 2013 The Rise of the Visual Web

8. So…what is Pinterest? @ForsMarshGroup @caitlinkru @romanocog @meganpfischer = “Tool for collecting and organizing things you love”

9. Pinterest 101 @ForsMarshGroup @caitlinkru @romanocog @meganpfischer

10. @ForsMarshGroup @caitlinkru @romanocog @meganpfischer 48.7 Source: inQbation, 2012; Reuters, 2013 Growth of Pinterest

11. Why would marketers care? –69% find item they purchase or want to purchase @ForsMarshGroup @caitlinkru @romanocog @meganpfischer –67% use to track/collect things they like –70% use for buying inspiration Source: comScore, 2013

12. – White – Female – Under 30 – Some college education Your average inner Source: Pew, 2013

13. Making Your Brand interesting 1. U.S. young adult market & Pinterest 2. How does young adult usage behavior affect marketing decisions? @ForsMarshGroup @caitlinkru @romanocog @meganpfischer

14. Research Methods – Participants: US residents ages 16-24 – Two-part survey: – Spring 2012 │ paper-and-pencil │ n=3,743 – Summer 2012 follow-up │ online │ n=1,686 @ForsMarshGroup @caitlinkru @romanocog @meganpfischer

15. What We Will Examine – Who is using? – What are they viewing? – Why do they use Pinterest? @ForsMarshGroup @caitlinkru @romanocog @meganpfischer

16. @ForsMarshGroup @caitlinkru @romanocog @meganpfischer Who

17. @ForsMarshGroup @caitlinkru @romanocog @meganpfischer *The Pacific Division includes Alaska and Hawaii, which are not displayed Where

18. Popular boards @ForsMarshGroup @caitlinkru @romanocog @meganpfischer #1 Top Board

19. Popular boards @ForsMarshGroup @caitlinkru @romanocog @meganpfischer #2

20. @ForsMarshGroup @caitlinkru @romanocog @meganpfischer #3

21. @ForsMarshGroup @caitlinkru @romanocog @meganpfischer #4

22. @ForsMarshGroup @caitlinkru @romanocog @meganpfischer #5

23. @ForsMarshGroup @caitlinkru @romanocog @meganpfischer #6

24. @ForsMarshGroup @caitlinkru @romanocog @meganpfischer #7

25. @ForsMarshGroup @caitlinkru @romanocog @meganpfischer #8

26. @ForsMarshGroup @caitlinkru @romanocog @meganpfischer #9

27. @ForsMarshGroup @caitlinkru @romanocog @meganpfischer #10

28. Why: To Have Fun @ForsMarshGroup @caitlinkru @romanocog @meganpfischer

29. Why: To See/Hear Something Entertaining @ForsMarshGroup @caitlinkru @romanocog @meganpfischer

30. Why: To Get Better at Doing Something @ForsMarshGroup @caitlinkru @romanocog @meganpfischer

31. Why: To Laugh @ForsMarshGroup @caitlinkru @romanocog @meganpfischer

32. 0 10 20 30 40 50 60 70 80 90 0 1 2 3 4 5 6 7 8 9 10 %ofRespondents all users power users 1. Have fun 2. See/hear something entertaining 3. Get better at doing something 4. Laugh 5. Find out more about someone/something 6. Share ideas/info with peers to advance topic 7. Teach others something you have learned. 8. Post about fun things you are doing 9. Find places to eat or services to use 10. Work together toward a shared goal Power Users

33. @ForsMarshGroup @caitlinkru @romanocog @meganpfischer

34. @ForsMarshGroup @caitlinkru @romanocog @meganpfischer

35. Making Your Brand interesting 1. U.S. young adult market & Pinterest 2. How does young adult usage behavior affect marketing decisions? @ForsMarshGroup @caitlinkru @romanocog @meganpfischer

36. Brands should use Pinterest to engage with young adults @ForsMarshGroup @caitlinkru @romanocog @meganpfischer

37. What is the spend power of US teens ages 12 to 19? $117.8 billion Source: Sommer, 2012 @ForsMarshGroup @caitlinkru @romanocog @meganpfischer

38. – For entertainment – To stay informed – To show their support Young Adults Follow… @ForsMarshGroup @caitlinkru @romanocog @meganpfischer

39. Young adults are seeing brands’ pins: @ForsMarshGroup @caitlinkru @romanocog @meganpfischer – 59% consume + pin –38% consume

40. Where’s the sales pitch? @ForsMarshGroup @caitlinkru @romanocog @meganpfischer

41. Where’s the sales pitch? @ForsMarshGroup @caitlinkru @romanocog @meganpfischer

42. Where’s the sales pitch? @ForsMarshGroup @caitlinkru @romanocog @meganpfischer

43. @ForsMarshGroup @caitlinkru @romanocog @meganpfischer

44. @ForsMarshGroup @caitlinkru @romanocog @meganpfischer

45. @ForsMarshGroup @caitlinkru @romanocog @meganpfischer

46. @ForsMarshGroup @caitlinkru @romanocog @meganpfischer

47. Conclusions – Great potential for brands to engage young adults on Pinterest. – Further research needed: – Young adults’ purchase behavior & Pinterest

48. @ForsMarshGroup @caitlinkru @romanocog @meganpfischer Thank you! ckrulikowski@forsmarshgroup.com jbergstrom@forsmarshgroup.com Boston, MA │ June

Making your Brand Pinteresting to Youth - ESOMAR 2013

Recommended

Recommended

More Related Content

What's hot

What's hot (20)

Viewers also liked

Viewers also liked (13)

Similar to Making your Brand Pinteresting to Youth - ESOMAR 2013

Similar to Making your Brand Pinteresting to Youth - ESOMAR 2013 (20)

More from Jennifer Romano Bergstrom

More from Jennifer Romano Bergstrom (12)

Recently uploaded

Recently uploaded (20)

Making your Brand Pinteresting to Youth - ESOMAR 2013