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Mrs the secret to high quality participants
- 1. The Secret to High Quality Participants Hugh Carling, Co-founder
- 2. High quality participants are a vital ingredient
- 3. Results can’t be right if the people are wrong
- 5. Market research’s No.1 problem ‘Accessing a quality and representative sample is the single biggest challenge’
- 6. Research on Recruitment report Read the full report on liveminds.com
- 7. Participant quality matters more than speed or cost Q: How important do you think each of these factors are for “effective recruitment”? Figures shown are the NET rating 4 or 5 out of 5 for importance. Base: All participants - 100 95 93 85 84 78 76 60 37 12
- 8. Researchers really want better participants Q: Which would you be prepared to pay more for? Base: All participants - 100 BETTER PARTICIPANTS BETTER SERVICE49 39 35 31 24 20 15 14 39
- 9. What are the main challenges?
- 10. What are the main challenges in ‘traditional’ qual? Q: Which, if any, of these factors have you personally experienced an issue with on traditional qual projects recruited in your market in the last 12 months? Base: Those who conduct traditional qual - 98 54 52 41 39 37 34 27 23 20 37
- 11. Horror stories in ‘traditional’ qual…
- 12. What are the main challenges in ‘digital’ qual? 47 42 33 30 26 21 20 17 16 21 Q: Which, if any, of these factors have you personally experienced an issue with on digital qual projects recruited in your market in the last 12 months? Base: Those who conduct digital qual - 76
- 13. Professional participants are a problem Q: Overall, do you think “professional participants” are a problem in qualitative research? Base: All participants - 100
- 14. Professional participants - negatives? Q: Which, if any, of these statements do you think apply to "professional participants”? Base: All participants - 100
- 15. Professional participants - positives? Q: Which, if any, of these statements do you think apply to "professional participants”? Base: All participants - 100
- 16. What increases the risk of low quality participants?
- 17. Relying on what recruits say Not only is my short term memory bad... …but so is my short term memory
- 18. 1 in 2 believe too many participants lie Yeah, full time employment...
- 19. 1 in 2 believe some recruiters encourage lying
- 20. We’re limiting ourselves to the same small pool
- 21. More than half see repeat respondents
- 22. Participants become less representative
- 23. 1970s 2000s 2015 DATABASES SOCIALPHONE PanelsRecruiter Networks The future of recruitment
- 24. Introducing Behavioural Recruitment Powered by Facebook’s unparalleled data on what people have done
- 25. Applies to any social or ad network
- 26. REACH Access 2 billion possible participants REAL People who genuinely match your criteria FRESH Fresh, enthusiastic participants The key benefits of Behavioural Recruitment
- 27. What Facebook knows about its users
- 28. They use 98 different data points Name Languages spoken Major life events Your current mood City of birth Political views Photos Device you’ve accessed the Internet from City of residence Friends Pokes Exact Geo-location Phone Books you’ve read Wall posts TV, Film, Concert you're watching Email Bands you like Private messages Book or publication you're reading Current employment Movies you’ve seen Groups you’ve joined Audio you're currently listening too Previous employment TV Shows you watch Networks you are a part of Drink you're currently drinking Relationship Video games you play Videos you’ve watched Food you're currently eating Anniversary Food you eat Comments you’ve liked Activities you participate in Previous relationships Your Favorite Athletes Websites you’ve visited Advertising you interact with Previous names (aliases) Restaurants you’ve eaten at Articles you’ve commented on Profiles you interact with most Screen names Activities you participate in Surveys you’ve filled out Locations you access Facebook Address book Websites you visit Companies you like Locations you access connected websites Family members Sports teams you support People you’ve been tagged with Level of online engagement Birthday Your Favourite Sports People you hang out with When you changed jobs Religious views Inspirational people Friends you’ve requested How long you stayed in a job Address Favorite Clothing brands Friends you denied Credit card details Website Places you’ve visited Friends you’ve un-friended IP Address Email address(s) Events you’ve attended How often you are online Apps you’ve downloaded Sexual preference Events you plan on attending Apps you Admin/created Games you’ve played Gender Events friends are attending Pages you admin/created Pages/Businesses you’ve un-liked (when)
- 29. From our activities on Facebook...
- 30. …and 10 million websites with this button
- 31. How Behavioural Recruitment works Social/Ad Networks REACH SCREEN RESEARC H PAY Clients MANAGE
- 32. You share your criteria
- 33. We research audience size for your quote
- 34. Using demographics, interests & behaviours
- 35. Targeted people see our post in their News Feed
- 36. They find out more about the project
- 37. Then take a screener inside Facebook
- 38. Results accessed in real-time
- 39. Then contact each one for final qualification
- 40. GDPR
- 41. Case studies
- 42. How we’ve used Behavioural Recruitment QUALITATIVE RESEARCH • Online qual • Focus groups • Telephone IDIs • In-home interviews • Video vox pops • Shopper tasks • Ethnography
- 43. How we’ve used Behavioural Recruitment QUANTITATIVE RESEARCH ● Consumer ● B2B
- 44. Online qual - Virgin Hyperloop One Finding affluent, frequent travellers in the USA
- 45. Online qual - Virgin Hyperloop One THE CHALLENGE To find affluent, frequent travellers who are: • Interested in the future of transportation • Regularly reading and sharing technology news • A range of city, suburban or rural dwellers • A range of education, and several other mixes THE MARKETS • The USA • India, Sweden & UAE to follow
- 46. THE RESULTS Working with Liveminds was a completely seamless and enjoyable process, we look forward to additional projects in the future! Leslie Horwitz, Strategic Communications Manager, Virgin Hyperloop One “ Online qual - Virgin Hyperloop One Read the full case study on liveminds.com
- 47. Video vox pops - Fast turnaround Finding consumers happy to self record videos in the UK within 48 hrs
- 48. THE CHALLENGE To find 15 people happy to self record 5 one-minute video clips: • With interest in data privacy • A mix of men and women • From a range of different age groups THE MARKETS • The UK Video vox pops - Fast turnaround
- 49. Watch the video
- 50. Download the full report Read the full report and watch the video on liveminds.com
- 51. Focus groups - Health & fitness app Finding people with specific health interests in the UK
- 52. THE CHALLENGE To find 64 people of different mixes for 8 focus groups, including: • Mothers of children aged 4-14 affected by allergies • Women aged 25-45 interested in fertility • Men & Women aged 20-45 who regularly use health apps for CRP levels • All to own and use iPhone 6 or above but not a + THE MARKETS • The UK - Bristol, London & Manchester Focus groups - Health & fitness app
- 53. The quality of the participants was excellent. Spot on recruitment, with talkative people willing to share very personal stories and react constructively. We got great output, the clients were delighted and we would definitely use Liveminds again. Alan Terry, CEO, Vanilla Research “ Focus groups - Health & fitness app “ THE RESULTS
- 54. Online qual - Global snacking brand Finding consumers in Mexico, Russia, Thailand & the UK
- 55. Online qual - Global snacking brand THE CHALLENGE To find main food purchaser for their household, and: • Either purchase the snacking brand frequently or hardly ever • From a mix of NRS social grades B/C1 to C2/D • A mix of men and women • From a range of different age groups THE MARKETS • Mexico, Russia, Thailand & the UK
- 56. THE RESULTS Recruitment quality, their engagement and your overall service was exceptionally good. Thank you! Tom Woodnutt, CEO, Feeling Mutual “ Online qual - Global snacking brand
- 57. Video vox pops - Leading toy brand Finding parents of children aged 5-14 in the UK and USA within 48 hrs
- 58. THE CHALLENGE To find 15 people in 48 hours in each market who were: • Parents of children aged 5-14 years • Interested in a particular leading toy brand • Smartphone users • Willing to record five 1 minute videos within this timeframe THE MARKETS • The UK & USA Video vox pops - Leading toy brand
- 59. THE RESULTS Sourcing real people based on real behaviour has given our ‘real life’ angle a major boost. The speed we can execute studies adds to the sense of real time research and the quality of output has been second to none: great quality videos from thoughtful and relevant people. Richard Owen, Founder & CEO, CrowdLab “ Video vox pops - Leading toy brand
- 60. Quant - The Box Plus Network Finding Gen-Zs who love music videos in the UK
- 61. Quant - The Box Plus Network THE CHALLENGE To find Gen Zs who: • Actively viewed music videos regularly • Are fans of particular genres of pop music • Are fans of niche The Box Plus Network channels like Kerrange • Several other mixes THE MARKETS • The UK
- 62. THE RESULTS This helped us get over the claimed behaviour conundrum …we knew for sure that participants had proactively interacted with the brand in the real world. Michael Chan, Senior Research Executive, The Box Plus Network “ Quant - The Box Plus Network Read the full case study on liveminds.com
- 63. Quant - UK brewery Finding 400 Real ale fans in the UK
- 64. Quant - UK brewery THE CHALLENGE To find 400 people, who: • Have demonstrated they’re fans of real ale • Are evenly spread across the Southwest counties • Several other mixes THE MARKETS • The UK - Southwest counties
- 65. THE RESULTS We were very impressed, it was a difficult audience by most ‘panel’ standards, and it went very smoothly. Also the quality of the data was great. Ben Taylor, Research Director, ragdoll “ Quant - UK brewery
- 66. Quant - Multinational fuel company Finding 300 Vehicle Fleet Managers in five international markets
- 67. THE CHALLENGE Find 300 Fleet Managers to complete a 15 minute survey who: • Are decision makers who manage 20+ vehicles • Haven’t used the multinational fuel company’s fuel card • Several other mixes • Had an incidence rate of 0.003% THE MARKETS • Germany, Hungary, Malaysia, Poland & the UK Quant - Multinational fuel company
- 68. THE RESULTS Things went very well, it was well received and the client was happy. Rob Sterry, Principal Consultant, Foolproof “ Quant - Multinational fuel company
- 69. Quant - Sony video ad viewers Finding 500 people who recall OR don’t recall seeing an advert in the UK
- 70. THE CHALLENGE To find 500 people who: • Test group recall watching video ad for headphones on Facebook • Control group exposed but no recall • Target people who viewed ad for 0, 5 and 30 seconds THE MARKETS • The UK Quant - Sony video ad viewers
- 71. THE RESULTS Recruiting a very ‘hard to find’ audience for quant research is difficult if not impossible... usually. Liveminds pulled it out of the bag; identifying and then recruiting social media users that had viewed a particular digital ad, allowing us to explore cut through and response as a result of ad exposure Mark Bagnall, Managing Director, Cambridge MR “ Quant - Sony video ad viewers
- 72. Find anyone, anywhere for any project
- 73. Repeat Respondents Vast Ocean Real Behaviour Fresh Participants The secret to high quality participants Reach Freshness Accuracy TraditionalBehavioural Small Pool Claimed Behaviour
- 74. Hugh Carling, Co-founder m: +44 7967 612908 hugh@liveminds.co.uk Get in touch…
Editor's Notes
- Hello everyone, my name is Hugh, I’m the co-founder and CEO of Liveminds. Today I’m going to talk about the main challenges researchers have told us they face with their participant recruitment the full scope of Facebook’s advertising hyper targeting and how it powers Behavioural Recruitment to find fresh, genuinely representative participants And I’ll also share some examples of how it’s been used by leading agencies for all types of qualitative and some quant research Then there’ll be plenty of time so you can ask me anything you’d like about the method too… now throughout this presentation there will be a strong fish metaphor
- Recruitment of high quality participants is an important subject which frankly does not got the attention it deserves. Quality, representative participants are a vital ingredient to market research - every project depends on them.
- After all, your results can’t be right if your listening to the wrong people
- And this evening I’m going to explain how social and advertising networks like Facebook can help us solve these problems and find high quality participants for any and every project.
- The GRIT Report recently revealed that access to quality and representative sample was the ‘single biggest challenge’, facing researchers and buyers, with a decline in quality and falling participation rates. According to the latest report ‘39% of researchers surveyed expect sample quality to worsen over the next three years’ and that ‘fewer than a third of sample providers expect panel quality to get better’!
- These statistics are shocking, but were not surprising to me. They are also not exclusive to quant research. Earlier this year, we commissioned Sketchbook Consulting to conduct some Research on Recruitment and found much the same thing. 100 qualitative researchers here in the UK responded and the findings strongly echoed the GRIT reports, with ‘quality of participants’ reported to be, by some distance, the biggest challenge facing the industry today. Although the study focused on qualitative research recruitment, many of the concerns apply equally to quant research - since panels also use databases of repeat respondents.
- But what is ‘effective recruitment’ to researchers? Most researchers in our study see it as: Accurate fit between sample and recruitment criteria Reliability Motivation Interestingly speed and cost of the service– often assumed to be vital today – were deemed to be much less relevant
- Indeed, when researchers were asked what they’d be willing to pay more for, they were far more likely to say things about the quality of the participants than the quality of service. In particular they cared most about accuracy, motivation and having fewer ‘professional participants’
- We then explored the main challenges researchers are facing with their recruitment
- Interestingly, there was a difference between the perceived challenges of ‘traditional’ qual research, by which we mean face to face interviews and groups and telephone interviews, and digital qual, such as online communities and online focus groups The main challenges people had experienced in the last 12 months with traditional qual were 1. Too many repeat participants 2. Bad fit between sample & recruitment criteria 3. Poorly motivated participants Again speed and cost were deemed to be relatively unimportant
- During the study, researchers shared examples of poor recruitment they’d experienced including: The bald man in the shampoo group The lady with the cushion under her jumper pretending to be pregnant The lady returning for a group on the second consecutive night, but this time wearing a wig and dark glasses These are extreme examples, but it threatens the credibility and therefore integrity of research, if the recruitment is not effective.
- Interesting the challenges in ‘digital qual’ were seen to be quite different, the top 3 being: 1. Unreliable participants 2. Poorly motivated participants 3. Inarticulate participants Accuracy and repeat respondents came much lower down here. There were also no horror stories to be told about digital qual projects. But is this a simple case of ‘see no evil hear no evil’?
- We then looked at ‘professional participants’ which one researcher memorably described as the ‘cancer of market research. ‘ Well, most researchers see professional participants as a problem, although perhaps worryingly, 17% don’t...
- The biggest problem with professional participants is that they’re too familiar with, and therefore conditioned to, the research process. One researcher shared a telling story about a participant interrupting a group to ask him ‘when they would be doing a personification exercise and shouldn’t they have done one already by now?’ The clients behind the one way mirror were really annoyed and the researcher had to cancel the group and replace it, to his company's cost. The other key reasons are that they’re more likely to lie during recruitment (because they know how to and because they’re more likely to say whatever they need to to get in) and are also therefore, more likely to continue lying during the research itself.
- Those who do not see it as a problem may say so because of perceived practical benefits. They are seen to be quicker and easier to find. And because they’re so research-literate it’s maybe easier to have a constructive, affirmative discussion. But just because they might make the process of the research easier, it does not mean that they should be there.
- So why are researchers facing so many issues with their recruitment? We believe there are 3 key systemic factors with the traditional database approach, which increase the risk of low quality participants:
- Firstly, in the past we’ve had to rely entirely on what the recruits say, not what they actually do. As behavioural science has shown us, memory is highly fallible.
- But our research revealed that 1 in 2 qual researchers believe that too many participants lie to get recruited.
- 1 in 2 also believe that some recruiters encourage participants to lie.
- Secondly, we’re limiting ourselves to the same small pools of participants, rather than fishing in the vast oceans beyond them. This simply gives us far less chance of finding people that genuinely match the criteria.
- In the survey more than half of researchers said they had recognised the same people in different projects within the last 12 months.
- Third, repeat respondents become increasingly professional, are increasingly conditioned to the research process and no longer represent the views of real consumers.
- Taking a step back, the solution to these problems seems clear. Stop using databases of repeat respondents and find fresh participants, on demand, for every project.
- We call our approach ‘Behavioural Recruitment’ because it’s powered by Facebook’s unparalleled data on what people have actually done, rather than what they claim they’ve done. Our unique Facebook app enables us to find and screen any of the 2.2 billion users in over 190 countries. We’ve already used it in more than 65 countries from the US and China to Cambodia and Nigeria and the results have been so consistent across those countries, that we’re now sure it would work equally well in any of the remaining ones.
- This is not just about Facebook though. Our method and technology can and will be applied to all major social and advertising networks. However, right now Facebook has by far the greatest reach and the greatest amount of behavioural data, to find the right consumers and offer them the opportunity to be well paid to talk about subjects they are genuinely interested in.
- We see the 3 key benefits of this approach as being: Reach - because it gives you access to over 100X more people than even the biggest quantitative panels, simply giving you a far better chance of finding the right people. Secondly, these are people who genuinely match your research criteria, who have been found based on real behavioural data. And third, the people you find there are typically fresh to research, meaning you’re getting the views of real consumers. But having fresh participants also means that you are engaging with people who are truly enthusiastic about taking part in your research. We actually did a study of our own online qual platform recently, looking at more than 35 million English words, across a range of projects. We compared the responses of the participants that we had recruited vs everyone else’s participants, which included recruiters emoloyed by a client base of nearly 200 companies. And what we found was that our participants gave 47% more data than everyone else’s.
- Even if we aren’t completely comfortable with it, we now realise that social networks and search engines know a great deal about us. For example, in the UK, on average users spend 55 minutes a day on Facebook, Instagram and Messenger reading, watching, sharing, commenting, liking, reacting, clicking and posting, and every single one of those behaviours goes into building their understanding of us.
- In a recent study, Stanford professor Michael Kosinski revealed that a computer model based simply on Facebook likes, knew more about it’s subjects than their closest friends and family. But Likes are just 1 of 98 different data points collected on users, from the tv shows we watch to our international traveling habits.
- Both from what we do on Facebook...
- And on 10 million other websites that have this button. This includes many of the other most popular websites in the world such as Amazon and Apple.
- So how does Behavioural Recruitment actually work? Well here is an overview of the process that we use.
- Firstly you share you research criteria on a simple online form
- We then research this vast dataset of Facebook users to be able to determine the complexity of the recruit and give you a quote. When the estimate is accepted...
- We’ll use that same targeting based on demographics, interests and behaviours to reach the audience we need to place our adverts. In this simple example, we’re going to show our post to: Men in the United States Between the ages of 18 and 40 Who are interested in football/soccer And speak English as their first language And that gives us access to an audience 6.7 million potential applicants
- Then we’ll create a range of different adverts which we’ll place in the News Feed of that hyper targeted audience. Typically we will use up to 50 different versions of the adverts, continually running multivariate tests to optimise the targeting, images, headlines and copy for that recruit.
- People who are interested in taking part click through to a landing page, which gives them more detailed information about us, the project and how their data will be used.
- If they are still keen, they go on to take the screener. The screener sits inside of our Facebook application, ensuring that we get minimal drop out along this process. If it’s a quant survey, they take the survey there and then using the researcher’s preferred survey tool, which we reskin and integrate with our app.
- In qual projects, if applicants pass the screener, their responses are fed into our application where we’ll review them and prioritise the best.
- Finally we contact each of them by phone and invite the best to take a qualification test where we can evaluate their comprehension, creativity and technical ability.
- Now of course, no modern research presentation would be complete without at least a brief reference to GDPR. The good news is that because this approach doesn’t require us to have or maintain any database of participants, the new legislation is easier for us to deal with than traditional methods. Once a given project is completed, we simply delete the participants’ data.
- So I thought it might be helpful to show you some examples of we’ve used this approach in practice. Don’t worry I won’t go through all of these but I thought you might be interested to see we’ve applied it successfully to a huge range of research projects...
- Both in qualitative research, where its been used for Online qual (bulletin boards, and live focus groups) Online communities Face to focus groups Telephone IDIs In-home interviews Video vox pops Shopper tasks Ethnographies In fact, everything from placing biometric monitoring equipment on people before they go mysetry shopping in mobile phone stores in the UK to placing automated cameras around the breakfast tables of families in Detroit.
- And also quant research where we’ ve run studies incorporating a range of different survey platforms into our Facebook app for both Consumer and B2B research
- The first example I wanted to share with you is for Virgin Hyperloop One, which was for an online qual project conducted on our own platform
- Hyperloop One were looking to find wealthy, frequent travellers in the US who were Interested in the future of transportation Regularly read and shared technology news From a range of city, suburban or rural locations And had a range of education, and several other mixes Facebook knows exactly who their frequent travellers are, because it logs users precise location whenever they use the service. When we combined this with it’s knowledge of people that read technology news, have an interest in transport and are early adopters of technology, aswell as all the other demographic criteria, we were able to very accurately target invitations to screen for the project directly at those people.
- And here’s some of the nice things our client had to say about it all.
- A slightly different example is a recent piece of research we ran with video technology company Living Lens and the research consultancy Feeling Mutual. This entire project was done on a 48 hour turnaround.
- And to fulfil it we found 15 people: With a range of interests in data privacy Were a mix of men and women From a range of different age groups Across the UK who self recorded 5 one-minute video clips within that very limited time frame.
- And here’s a little video showing you what we found out
- If you’re interested to know more you can download the full report from our website
- This example was another UK based project where we needed to find people with quite specific health issues in the UK, for 8 different face to face focus groups around the UK
- This included Mothers of children aged 4-14 affected by allergies Women aged 25-45 interested in fertility Men & Women aged 20-45 who regularly use health apps for CRP levels All of them had to own and use iPhone 6 or above but not a + And they were located in Bristol, London and Manchester
- Alan from Vanilla Research was very happy with the ‘excellent’ quality of participants, ‘with talkative people willing to share very personal stories and react constructively.’
- Another online qual example, but this time a multi market, multi-lingual one was for a major global snacking brand in Mexico, Russia, Thailand and here in the UK
- In each market we were asked to find main food purchaser for their household, who: Either purchased the snacking brand frequently, occasionally or hardly ever Could be from a mix of NRS social grades B/C1 to C2/D From a range of different age groups And needed to be a mix of men and women
- And we found great highly engaged participants in all those markets, whilst giving the researcher Tom Woodnutt, a single, local point of contact, who was directly managing, the recruit in each one of those markets. This is another huge benefit of this approach. Rather than researchers or field teams spending days trying to get costings by reaching out to colleagues for recent recommendations and then contacting lots of different suppliers in lots of different markets, who are all in different time zones, who have different response times, different pricing models, and different scoping requirements...etc...we were able to give Feeling Mutual a same day price, paying simply or participants who complete the project, in each of the 4 markets with no other fees. And it’s a regular client, then it will be the same recruiter who manages their UK projects, doing it for them.
- Another example which was delivered on a 48 hour project turnaround was a video insight project done alongside Crowdlab
- And here we had to find 15 people to record 5 1 minute videos within a 48 hour period who were: Parents of children aged 5-14 years Interested in a particular leading toy brand Smartphone users
- And we were able to quickly find real people based on real behaviour - giving Crowdlab’s client ‘great quality videos from thoughtful and relevant people’
- Now this project, for the Box Plus Network, was both a quant and qual project where we had to survey large numbers of an audience that’s typically hard to engage, Gen Zs.
- The brief here involved providing those difficult Gen Zs who: Actively viewed music videos regularly Are fans of particular genres of pop music Were engaged with a range of The Box Plus Network channels including niche ones like Kerrang As well as several other mixes
- And as Michael explains, using this method helped The Box ‘get over the claimed behaviour conundrum …because they knew for sure that participants had proactively interacted with the brand in the real world.’ Facebook’s data enabled us to hone in on exactly that target audience due to their online interactions with music videos, The Box’s brands and content related to those niche audiences
- An quant example but for a very different demographic was this survey for a UK brewery.
- The challenge here was to find 400 people, who: Have demonstrated they’re fans of real ale Are evenly spread across the Southwest counties With several other mixes to fulfil So here we were able to pinpoint people in those specific locations whose online behaviours had clearly demonstrated an interest in relevant real ale brands
- And Ben Taylor of Ragdoll reported that though ‘it was a difficult audience by most ‘panel’ standards it went very smoothly and the quality of the data was great.
- Now whilst we have for now at least, stopped doing B2B projects to focus on consumer research, the method can work extremely well for that too. This project for a major fuel brand involved finding 300 people who we later calculated had an incidence rate of 0.003% in five international markets.
- In brief the scope was to find vehicle fleet managers who: Were decision makers who managed fleets of more than 20 vehicles Had never used the multinational fuel company’s fuel card Fulfilled several other mixes In fact we were actually rejecting 75% of vehicle fleet managers who applied And have them complete a 15 minute survey. Here we used a combination of Facebook and Linked In to achieve this. Linked In has a much higher pay per click price than Facebook and is also less consistent in the audience sizes across different markets but it can still be a very powerful tool for recruiting very targeted fresh B2B participants. You can target by job title, industry, company, company size, amongst others.
- Now the final example I wanted to share with you is a project we did for Sony which used a pretty unique feature of the Facebook environment to test recall on their Xmas advertising campaign for a new headphone brand.
- Facebook enables you to target adverts to people who have interacted with content that you or a partner has published, so that for instance, you can show them to people who have liked a recent post, or sent your Page a message or clicked a Call to Action on an advert. In this case we were able to present surveys to 500 people who we knew, based on very detailed data, had watched Sony’s video advert for different periods of time (0 , 5 and 30 seconds) and also to a control group who were exposed but had no recall of the advert. So this gave us a much more precise take on exposure vs recall than would be possible through any other method in a live environment.
- If you’d like to find out about any examples that might be more relevant to you, please do let me know and I’d be happy to share them. Over the last 3 years we have run hundreds of projects, where we have used this method to find rich and poor, young and old, black and white, liberal and conservative, in the biggest of cities to the smallest of villages, all over the world. We’ve been able to find them using not only their demographics and claimed attributes but their real interests and behaviours, demonstrated every day, over a period of many years. This frees us from the need to try to maintain a huge roster of different suppliers for different projects in different places.
- So in conclusion, our experiences have shown us that the secret to this industry wide problem of finding high quality participants, is to move on from the database model and use the extremely powerful advertising channels now available to us. The advantages this gives us are: A reach that is well over 100X greater than any panel and covers every country and demographic Recruiting based on real behaviour, not just what people claim. Finally, fresh participants for every project, not the same, conditioned repeat respondents. Thanks very much for listening.