This is the full slidedeck of 'the Future of Surveys' Smartees Breakfast session in London on 20 November 2013. The presentation elaborates on how our new approach allows true consumer collaboration in survey research, tapping into context and conversation. Based on eBay and Cloetta client cases, the actual impact of this new survey design is described. Presentation by Katia Pallini (Research Consultant, InSites Consulting) and LIsa Ohlin (Business Director FMCG & Retail, InSites Consulting).

1. The Future of Surveys
Smartees Breakfast
This is the full slidedeck of our
Smartees Breakfast session on ‘the
Future of Surveys’. The presentation
elaborates on how our new approach
allows true consumer collaboration in
survey research, tapping into context
and conversation. Based on eBay and
Cloetta client cases, the actual impact
of this new survey design is described.

2. Welcome
We’ll start in a minute…
#insites

3. 3

4. Trusting
customers
We work for more than 30% of the best
global brands (Interbrand 2010) and
specifically focus on the challenges of FMCG
& retail, media & entertainment, financial
services, travel & leisure, life sciences
&healthcare and telco & technology with a
dedicated team of experts.
We deliver tailored approaches and are
proud to have highly satisfied customers,
just ask around!
Why InSites?

6. Helping world leading brands
become locally relevant

7. Some of our UK customers
UK 2013

8. More than just
research
InSites Consulting takes research further by
using our vision & expertise in the domains
of branding, communication and youth. We
are so passionate about these topics that we
share our knowledge via our best-selling
management books. This marketing expertise
will be used to turn the feedback gathered in
the community into actionable
recommendations.

9. Thought leader
in communities
The Consumer Consulting Board book
is the fruit of years of work in the field
of research communities. It serves as
an inspiration for companies to start
with structural collaboration, offering
fresh insights and various case studies
to continue the path towards becoming
an open, agile and consumer-centric
thinking company.

10. Social Media
Listening &
Netnography
Research
Communities
Online
Group
Discussions
1on1
Online
Interviews
Engage
Digital
Surveys
Consumer-led
Ethnography
METHODS
We allow participants to ENGAGE
with us anytime, anywhere (online,
mobile, asynchronous methods…).
We make it fun for them to give
more & better answers
(gamification, audio-visual cues,
design…). We empower them to be
co-researchers (crowd
interpretation, co-moderation…).

12. SURVEY RESEARCH IS MORE
THAN COLLECTING DATA

13. THE POWER OF VALIDATION
FOR YOUR DECISION MAKING

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

15. MULTIPLE SOLUTIONS

16. CHALLENGES WITHIN
SURVEY RESEARCH

17. CHALLENGE #1
BETTER ENGAGE PARTICIPANTS

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

19. CHALLENGE #2
BETTER CAPTURE THE COMPLEX
CONSUMER REALITY

20. Recognizing the social
dimension in decision making

21. Context is a better predictor
of consumer behaviour

22. Our decisions are wired
by emotions

23. ENGAGING TOOLS TO UNLOCK
THE FULL POTENTIAL

24. CONSUMER - CONSUMER
CONNECTED
INDIVIDUAL
ASKING
DOING
BRAND/RESEARCHER - CONSUMER
COLLABORATING

25. CONSUMER - CONSUMER
CONNECTED
INDIVIDUAL
TRADITIONAL
SURVEYS
ASKING
DOING
BRAND/RESEARCHER - CONSUMER
COLLABORATING

27. CONNECTED
INDIVIDUAL
CONSUMER - CONSUMER
THE ASSOCATION TOOL
TRADITIONAL
SURVEYS
ASKING
DOING
BRAND/RESEARCHER - CONSUMER
COLLABORATING

28. THE ASSOCATION TOOL

29. THE CONTAGIOUS EFFECT
OF THE SOCIAL DIMENSION

30. CONSUMER - CONSUMER
CONNECTED
INDIVIDUAL
TRADITIONAL
SURVEYS
ASKING
IMPLICIT MEASUREMENT
DOING
BRAND/RESEARCHER - CONSUMER
COLLABORATING

31. THE IMPLICIT ASSOCIATION TOOL

32. ADDED VALUE OF
IMPLICIT MEASUREMENT

33. ADDED VALUE OF
Reaction time
IMPLICIT MEASUREMENT
NICHE
NATURAL
These items are not associated with the
given brand by a lot of respondents,
however the reaction time is faster than
average.
These are niche associations often
amongst users with a certain brand
experience.
These items are associated with the
given brand by many respondents and
the reaction time linked to the
association is faster than average.
These are natural and spontaneous
associations.
These items are not associated with the
given brand by a lot of respondents and
if associated the reaction time is below
average.
These items are not linked with brand.
These items are associated with the
given brand by many respondents but
the reaction time is below average.
These are potential associations which
can become natural if the given brand
enhances the communication.
LIMITS
POTENTIAL
% of respondents

34. CONSUMER - CONSUMER
CONNECTED
INDIVIDUAL
TRADITIONAL
SURVEYS
ASKING
DAY-IN-THE-LIFE TOOL
DOING
BRAND/RESEARCHER - CONSUMER
COLLABORATING

35. THE DAY-IN-THE-LIFE TOOL
8/10
Checked PC World for my
item and the staff were
helpful but not too
knowledgeable. Checked
price
8/10
9/10
As John Lewis price match I
knew the price here didn't
matter, but their customer
reviews are interesting
8/10
9/10
Looked to see if I could get
a better price somewhere
else and found I could
9/10
This was the best available
price and very good
product info
7/10
Double checked for pricing,
but wasn't as good as what
I'd found already
7/10
Checked here for pricing,
but not as cheap as already
found
9/10
The end
Made sure I read as many
reviews as possible for my
product
Blogs came up when
searching on Google so
read these to make sure of
my choice
Purchased from online
shop. Used only laptop all
the way through the
process.

36. CONNECTED
INDIVIDUAL
CONSUMER - CONSUMER
?
TRADITIONAL
SURVEYS
ASKING
DOING
BRAND/RESEARCHER - CONSUMER
COLLABORATING

37. WE CAN LEVEL-UP
EVEN MORE!

38. OPTIONAL SECOND
SURVEY DIMENSION

39. CONNECTED
INDIVIDUAL
CONSUMER - CONSUMER
THE LOUNGE
TRADITIONAL
SURVEYS
ASKING
DOING
BRAND/RESEARCHER - CONSUMER
COLLABORATING

41. CONNECTING WITH
OTHER PARTICIPANTS

42. CONNECTED
INDIVIDUAL
CONSUMER - CONSUMER
THE IDEATION TOOL
TRADITIONAL
SURVEYS
ASKING
DOING
BRAND/RESEARCHER - CONSUMER
COLLABORATING

43. Optimize my search
We discovered that people often have a hard time when looking for a
specific item on eBay. When searching for an item you are often
confronted with a broad range of possible items Meet Katia
with different
characteristics and specifications.
How would you improve this search process? How could eBay help you
narrow down that search list to only the brands and items you like?
I need some inspiration
Shopping, for example for clothes, accessories and fashion items, is
often not as easy as you initially think.
You may well have an idea of what you are looking for, however some
inspiration could help you get the perfect item!
How would you inspire people when shopping online?
Meet eBay
Specific shopping websites
Thinking specifically about fashion (clothes and
accessories) and consumer electronic items, what
special websites do you think are required out there
and what should they look like? What special
features would they have and how would they
improve the online shopping experience?
THE IDEATION TOOL
43

44. SURFING ON EACH
OTHERS IDEAS

45. CONNECTED
INDIVIDUAL
CONSUMER - CONSUMER
REVIEW WRITING
TRADITIONAL
SURVEYS
ASKING
DOING
BRAND/RESEARCHER - CONSUMER
COLLABORATING

47. AVOIDING RECALL BIAS
USING TASK-BASED ELEMENTS

48. WHAT ARE THE PRO & CONS ??

51. Thank you
Katia Pallini
+32 9 269 12 23
katia@insites-consulting.com
be.linkedin.com/pub/katia-pallini/7/1b5/b01

52. LISA OHLIN
NICE TO MEET YOU

53. CLOETTA
INSIGHT VALIDATION CASE

54. LOTS OF IDEAS…

55. BETTER INSIGHTS,
HIGHER BUSINESS POTENTIAL

56. GOOD INSIGHTS LEAD TO ACTIVATION

57. IT’S ME!

58. CROWD
INTERPRETATION

59. WE ARE BETTER AT PREDICTING
OTHER PEOPLE’S BEHAVIOUR

60. AHAA!

61. THE LOUNGE

62. R&D contribution
The lounge
What did we do?
xxxx

63. Task 1: Your coffee moment
Take a picture when you are having coffee. Describe your
moment/environment and how you chose this.
Task 1: Your coffee moment

65. Insight
97
100%
Kids
112
35%
No kids
88
65%
18-34; 55-64
126
15%
All other employment
status
106
9%
Full time employed
157
6%
35-54;
101
20%
GIVE A FACE
TO THE NUMBERS

66. EMOTION

67. FROM STATED TO
IMPLICIT MEASUREMENT

68. BETTER INSIGHTS LEAD TO
BETTER ACTIVATION

69. Ideation
What did we do?
This task based element allows us to explore the solutions space.
Participants were asked to brainstorm on 3 idea topics. For each topic we asked them what their idea
would be to solve the problem. The social dimension of the tool allowed for participants to vote on
other ideas as well as start a conversation, bringing this brainstorm tool to a new dimension.
THE IDEATION TOOL
R&D contribution
We used the following idea topics:
1. Healthy chocolate ideas
Many of the current chocolate products are a bit too unhealthy to be eaten in between meals.
What could be a healthy chocolate product and how would it look and taste like?
2. I need to re-energize idea
We all have those moments where we could do with a mental (and physical) boost. What if a great
tasting treat could provide you with that uplift?
3. Let’s create a match
The combo between chocolate and cold drinks is not always ideal. How would you optimise the match
between chocolate and cold drinks? What is the main issue for the mismatch? What would be a good
match?
69

70. IDEA CARDS

71. SURFING ON EACH
OTHERS IDEAS

72. POTENTIAL AND
THE WHY

73. Thank you
Lisa Ohlin, Business Director FMCG & Retail
lisa@insites-consulting.com
T: +44 2078702573 M: +44 7891736285
http://uk.linkedin.com/in/lisaohlin

74. Let’s go on to the Q&A

75. Thank you for joining!