What Would Delighted Participants Mean to the Research Industry?
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Delighting customers in unexpected ways is the key to inspiring positive word of mouth. Some brands are supplanting their traditional loyalty programs with empowered employee models designed to deliver customer delight. We investigated the transactional elements of market research to look for strategic impact: What would delighted participants mean to the industry? Could such an approach impact data quality?
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What Would Delighted Participants Mean to the Research Industry?
- 1. What Would Delighted Participants Mean to the Research Industry? February 24, 2016 Research ● Guiding Decisions ● Driving Results Stephenie Gordon @strephking Mary Aviles @connect4insight Sandra Bauman @baumanresearch Jill Donahue @JillEDonahue
- 2. 2 If you applied enlightened hospitality to the research process, could you influence customer delight? 1
- 3. 3 Nothing matters more than how you make customers FEEL
- 4. 4 Delight inspires Loyalty, Positive Word of Mouth 95% of internet users in Canada had better perceptions of a brand after receiving a “surprise and delight” reward. eMarketer, January 22, 2016 A majority said they went on to share their positive feelings with friends and family. eMarketer, January 22, 2016 82% 82% 82% 82% 86% 86% 90%
- 5. 5 Members of the the MR Supply Chain share a common goal IMPACT Corporate Researcher Client Agency Representatives Insight Consultants/ Market Research Suppliers Data Collectors Participants/ Respondents
- 6. 6 7-day digital in August 2015 2 focus groups in New Jersey, August 31 Bauman moderated & provided project management PROJECT DESIGN SAMPLE Schlesinger provided recruitment and donated facility time, n = 13 FocusVision donated Revelation platform usage, n = 17
- 8. 8 Service Attributes Inspire These Feelings “She trusted me. I was more than a number.” Validation, Relief “He took the time and shared from his own personal experiences.” Value, Importance “The way he presented himself, ‘Good evening, sir.’” Respect “I was expecting a war and she just took care of it.” Victory, Accomplishment, Winning “She remembered me even a couple of days later.” Authenticity, Uniqueness “They were fair.” Surprise, Satisfaction
- 9. 9 Respondent Journey Email with link to pre-screener Complete pre-screener Screened in Follow up screener call Selection/ confirmation email Confirmation/ rescreen call day before Arrival and additional rescreening at facility Early bird drawing (sometimes) Wait in lobby Participate in group Walk out (& collect incentive) Post group chat in the parking lot (sometimes)
- 10. 10 Respondent Journey Hopeful, curious, anxious Hopeful, curious, anxious (Will I be selected?) Disappointed Hopeful, curious, anxious (Will I be selected? What did I answer last time?) Annoyed by repeat questions; feeling distrusted, like someone's trying to trick them Skepticism as to if it's rigged Satisfied, still curious Residual engagement & continued collaboration Engaged, impactful, involved, entertained, informed, collaborative. Sometimes annoyed with activities or topic Curious, anxious (Will I say something stupid?) Unclear about facility staff vs. moderator roles
- 11. 11 But quant can be: • Lack of “humanity” • Impersonal But quant can be: • Lonely • Isolating • Impersonal But quant can be: • No immediate gratification • Not sure I’m contributing RESPONDENTS In quantitative research, delivering respondent “delight” can be more challenging. Which results in a sense of… • Satisfaction at the end that they did their part, have imparted their unique perspective They are looking for an EXPERIENCE that is… • Collaborative, gratifying • Fun, entertaining • Learn new information Respondents want to FEEL… • Like they have an impact • Like their opinion matters • That they have insider information “Sometimes I’m confused. I know what my answer is, but I’m not sure what to check based on the way it’s worded.” “Once you put in your answer, then you will be able to see everybody else’s. That’s a little better.” “Somebody actually reads my answers? Or is the computer going to tabulate…Nobody really reads anything, right?”
- 12. 12 Engaged respondents have a better quant experience Source: SurveyMonkey News Survey, n=18,666 Reason Why Originally Signed Up to Take Surveys on SurveyMonkey Contribute Preferred Frequency of Email Invitations for Surveys by SurveyMonkey Contribute Quality of Surveys Taken as Part of SurveyMonkey Contribute 16% 24% 36% 15% 9% Interested in sweepstakes drawings Like having my opinion heard Enjoy taking surveys Curious about SurveyMonkey Contribute Other 30% 64% 6% More often Amount is about right Less often 24% 42% 31% 3% 1% Very high quality Somewhat high quality Average quality Somewhat low quality Very low quality 66%
- 13. 13 Respondent Persona Experience Goal Courtesy, efficiency, transparency & collaboration What goals? What attitude? Working mother of three grown children. Divorced, but remarried. New grandmother who just returned from the birth of her first grand baby, a girl, in North Carolina. Mid 60s. Huge Rachel Ray fan. Cooks in her free time and runs an eBay business selling collectibles. • Feels she has a unique perspective & wants to share it • Wants to feel involved, make an impact and be paid to do so • Wants to leave the research experience feeling satisfied that she's imparted her knowledge • Likes having insider information on products/services that are not on the market yet • Likes to see the results of her collaboration, instant gratification • Hopes to learn something new either from the topic or fellow respondents • She'd like some additional transparency in the market research process/players • She gets annoyed when she feels like her time is being wasted or not valued • She's not likely to complain about a bad service experience, but she will rave about a great one So What Takeaway? “In here, your opinion matters.” WANTS HER VOICE HEARD This persona wants to be heard, that their INDIVIDUAL contribution made some kind of an impact Danielle Simmerman
- 15. 15 “An Insight Consultant is someone who not only can design a study, but also help me interrupt the results. For that I will pay more because, like L'Oreal, you are worth it. In short, if you understand the customer, their business and their problems and your sole purpose in life is to make their business— smarter, better, faster—you are a value partner.” (CRC) “Certainly the term ‘Insight’ has been replacing ‘Research.’ I do not like it. Insights are rare and tend to be breakthrough. I am not sure that using ‘Insight’ graduates someone because I know too many clowns using the word.” (CRC)
- 16. 16 How do researchers define DELIGHT? “I appreciate the camaraderie.” (IC) “Different/unique perspective” (CRC) “Two heads are better than one” (CRC) “Power of a team” (IC) “Complimentary expertise” (CRC) “Open to new ideas” (IC) “Healthy discussion that improves the project” (CRC) “Encourages me to bring new thinking” (IC) “Push each other’s thinking” (CRC) “Advocates for each other’s work” (CRC)
- 17. 17 How do researchers define DELIGHT? “You’ve got my back and I’ve got yours.” (CRC) “You will always be my ‘go to’ for market research because I know I can count on you.” (CRC) “You trust me implicitly.” (IC)
- 18. 18 How does a CRC/IC/Agency define DELIGHT? “Knows what the project means to me professionally.” (CRC) “I felt smarter at the end.” (CRC) “Makes me look good.” (CRC) “Makes me more confident in my recommendations.” (CRC) “You brought the results to life with your storytelling.” (CRC)
- 19. 19 Corporate Researcher Persona Experience Goal Answer the research question(s) with confidence What goals? What attitude? Seasoned professional with 30 years of research experience. Started out his research career on the supplier side, but transitioned to client side eight years ago. Works in financial services. Married 18 years to a compliance officer. 3 kids. Two in college and the last one, his baby girl, in high school. Active in his free time, likes to kayak and ice fish. Huge Green Bay Packers fan. • Wants to answer the research question on time and on budget • Wants the results of the project to garner attention within his organization, prompting more research projects • Loves when an outside source, like a financial analyst or media outlet cited his research • Wants inroads into other internal clients he's not worked with before • Seeks to discover something new or unexpected • Longs to see evidence that the findings were acted upon • Picks research partners who collaborate thoughtfully, who encourage new thinking • Thinks that happy respondents are more engaged and thus supplier deeper insights • Risks his professional reputation every time he signs on a supplier • Believes the best relationships are founded on trust in each other to do their best work So What Takeaway? “I want to feel smarter at the end” This persona wants professional proof that their work has made an impact on their business Leo Marley FOCUSED ON THE OUTCOME
- 20. 20 Insight Consultant Persona Experience Goal Make their client look good, acquire new knowledge What goals? What attitude? Market researcher with 25 years in the industry. Spent all but the last three as a consultant, joined an agency 3 years ago. Experienced in both qualitative and quantitative methodologies. A skilled moderator, she can put anyone at ease. She's a combination of business sense, know how and intellect. Married, no children. Loyal Netflix binger, avid reader, loves biographies and non-fiction. Hates grocery shopping. • Wants her clients to be so happy that they ask her do more work for them • Loves when someone she's never heard of inquires based on what they'd heard/seen of her work • Likes to see the immediate research phase move seamlessly into the next phase • Likes seeing the results of her work out in the world (e.g., on the grocery store shelf) • Is delighted when she hears the CEO rattle off verbatims or refer to a respondent by name months after the research concludes • Wants to use her expertise and be valued for pushing the thinking • Loves being part of a productive team • Wants to feel trusted, not micromanaged So What Takeaway? “We are a feedback loop for people to give input to companies that affect their lives.” This persona wants repeat business and word-of-mouth referrals Lillian Mars SEEKING TO UNDERSTAND WHY
- 21. 21
- 22. 22 So, how do you apply enlightened hospitality to the research process, in order to influence customer delight? 1
- 23. 23 “People will forget what you said, people will forget what you did, but people will never forget how you made them feel.” - Maya Angelou QUALITATIVE: • Fewer screener steps • Clearer communication • Explain/acknowledge repetition • Clearly label staff & guest roles • Train staff & moderators on hand offs • More productive wait time • Immediate & longer term follow up • “Meet the researcher” QUANTITATIVE: • Response categories & lexicon • Collaboration (w/moderator & each other) • Visually interesting/engaging • Open end conclusion • Opt in follow up (reciprocate their investment)
- 24. 24 Crowdsourcing Embed (iM)pact one-on-ones into a survey to immediately chat with a respondent Engaging respondents through collaboration in quantitative Embed the ability to record video responses into survey open ends
- 25. 25 “We have to be friends before we can date.” - Edwin Roman, ESPN CORPORATE RESEARCHERS: • Identify the skill gaps you’re trying to fill • Be transparent about expectations and timelines • Be open to PURPOSEFUL new methodologies and technologies (shared risk) • Take a stake in participant engagement • Reach out with follow on requests • Provide candid feedback (proposals & results) • Share the love INSIGHT CONSULTANTS: • Use proposal to educate/expose • Develop and share resources • Provide mini-debriefs (asynchronous) • Deliver results for consumption, sharing • Continue to be a resource, even after results • Show you’re invested long after result (share valuable material when you see it, progress check in)
- 26. 26 Speak to the motivations of each group for success LEARNING EXPERTISE IMPACT Corporate Researcher Client Agency Representatives Insight Consultants/ Market Research Suppliers Data Collectors Participants/ Respondents
- 27. 27 So What? Improved data quality? Greater participation? Stronger partnerships? Engaged respondents? LOYALTY
- 28. 28 Thank You A very special thank you to all our CRC, IC and Agency participants who were very industrious for the small payoff, Starbuck’s card…it really does take a village!
- 29. 29 contact Stephenie Gordon @strephking Mary Aviles @connect4insight Sandra Bauman @baumanresearch Jill Donahue @JillEDonahue www.baumanresearch.com 201-444-6894
Editor's Notes
- Enlightened Hospitality = Cause -> Customer Delight = Effect
- New York City Restaurateur Danny Meyer coined the term “enlightened hospitality” in his best-selling book “Setting the Table” which chronicles his adventures of starting his first restaurant at 27 years old to building his empire of 11 ultra-successful culinary establishments - Best known: Gramercy Tavern, Union St. Café, Shake Shack During his journey, Meyer refined his recipe for delivering this “hospitality” with the end goal of delighting the customer. Interestingly, he actually says the customer comes second…not intuitive perhaps, but he says the secret is your focus on employees first. Get them to concentrate on pleasing each other and give them the discretion to give customers free extras and use positive listening to thoroughly delight them so they rave about your...SANDRA NOTES He details how it’s often the “little things” that can add up to big differences in how a customer experiences a product or service. Meyer posits that this “hospitality” applies to ANY business transaction -- not just restaurants. In the end, for any product or service, nothing matters more than how you make someone FEEL. This was our inspiration for this study. Stephenie is our resident expert on all things Meyer…
- Inspired by the Danny Meyer model, we set out to discover what does customer experience look like in the market research process and we found that we all have the same goal
- To get at this we did 2 things 1) transference 2) We asked them what is that in a research project? Ideally, what is that? 3) Mapped out their journey, what is and is not contributing to those endpoints
- Lifetime Fitness (back dated) Garden Friends (brought kids to car) Disney (spent time with us, treated us equally) EZ Pass (no hassle refund, billing issue) The verbatims reflect delightedness over attributes in the customer service experience that inspired these desired feelings.
- We mapped out the respondent journey to uncover what was and was not contributing to delight.
- We stop thinking about the respondent long before they stop thinking about us. They have an investment in the outcome and they would like to have that acknowledged. We need to remove the anxiety and annoyance and look to reduce some disappointment We can see points in the journey that are possible roadblocks from a respondent point of view
- How you know your respondent is delighted? TOP 3 LIST Emotional conversation overcomes rational conversation. The participant is anxious for the product/service to hit the market, wants to be contacted as soon as it does (Proof of a successful screen/group). Researcher receives positive feedback from participants (a hug, comments about how fun/interesting the study was, conversation continues into the hallway).
- Focus on attitude section. Explain that persona is a tool that you use with an application-specific goal in mind—in this case—respondent experience If, instead, you were trying to revise your website or your plant tour, your GOAL would be different Here, we are looking for Little Thing opportunities (the Little Things that you DO mean more than the Big Things that you SAY)…not seismic changes, but tweaks to the process that can have significant experience impact
- Now that we’ve covered the respondent persona…the other part of this project was to discover what researchers want to feel during the MR process.
- Ancillary finding: there are two camps on what’s an insight: 1) a breakthrough or a dramatic departure in the way of thinking 2) anything that moves the business forward We think that insight is in the eye of the beholder. If you walk the talk, you are in a better position to use the term.
- TC is about the relationship OM is about the attitude = the opportunity for insight, some of which could be breakthrough We used a series of activities to get after this: Letterman’s Top 5 List: You know you’ve experienced DELIGHT when…Write a love letter to your research partner...record a selfie telling a story about a delighted or dissappointed MRX experience Just as we did with respondents, we brought it back to attributes that comprise delight At the most basic level, we categorized those attributes as necessary for “thoughtful collaboration” These foundational attributes lay the critical groundwork of trust
- TC is about the relationship An attitude of OM results once TC has been established And, there’s an added bonus when you like each other as people: “I appreciate the camaraderie” (IC) We sometimes go out and grab lunch and talk about our families and hobbies…non-work stuff. We enjoy each other as people.” (IC)
- So, if you have a relationship of TC And, an OM attitude = the opportunity for insight, some of which could be breakthrough…the MRX Holy Grail Now, let’s listen to you explaining it in your own words…PLAY VIDEO
- Focus on attitude section Corporate researchers want (borrowing from VerstaResearch’s summary of our study): Results that get attention b/c this helps them “build inroads to other groups and business clients, which builds demand for new projects, enhances their value, and opens up new opportunities.” To feel smarter at the end, while knowing “that their input and expertise made it happen.” From suppliers who want to help them grow—working alongside these suppliers “enhances their professional expertise,” but these are partners who recognize the personal and professional risk that comes with these types of agreements
- Focus on attitude section So you see, we all want the same things, but with slightly different motivations
- We’re together up to a certain point, but then…the CRC goes forward longer before they go off to one side When we roll off we need to be sensitive to that The data collector, too, rolls off before the IC and CRC…what can they be doing to continue to add value (participant follow up, share suggestions for how to make a similar project better in the future, consultative in the tactical execution) We need to stay tuned in…be a continued resource w/o having a project…I’m still thinking about you long after your project, I still care about your success long after I’ve been paid. parting on good terms. Want to acknowledge the sense of accomplishment
- Enlightened Hospitality = Cause -> Customer Delight = Effect
- Steph does the qual part Sandra, move to next slide to reference the Quant part
- Quantitative: Response categories & lexicon Collaboration (w/moderator & each other) Visually interesting/engaging Open end conclusion Opt in follow up (reciprocate their investment)
- Ours is a relationship business. DELIGHT is obtained via a serious of small, but deliberate acts. How can you retool your experience to improve your customer’s delight? When we roll off at that fork in the road, we need to be sensitive to the fact that you are still soldering on—sometimes for a long while I need to show you that I still care about your success Trust is earned. Over time. Based on past experience. It requires that all parties take risks. All parties must do what they say they’re going to do. Complimentary skills are necessary (you complete each other). Give it some wings so it can come back to you. Keep in touch. (Don’t lose my number.) Make decisions for the good of the many (versus the good of the few).
- Research is about learning, and all three groups want to grow their knowledge and be smarter at the end Research is about applying expertise, and all three groups have contributions to make and want their expertise valued Research is about making a difference and all three groups want proof that their efforts have an impact
- Improved data quality? Greater participation? Elevated perception of the profession? Increased panel participation? Others?