Panel: Improving Respondent Relationships; Singh, Acton, Malinoff, Froman #MRIA #MRX


mria 2012Welcome to this series of live blogs from the MRIA Sample the Edge conference in St. John’s Newfoundland. All posts appear within minutes after the speaker has finished. Any errors, omissions, or silly side comments are my own.

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  • Adam Froman begins…
  • Consumers have control now
  • Consumers want to unsubscribe because of huge long grids. We don’t have a problem with respondent participation. We have a problem with s*** surveys.
  • We must change how we ask questions
  • Motivators – Trust, privacy, reciprocity
  • People don’t really realize how much privacy they’ve given up. The potential for major companies (e.g., facebook) to lose a ton of business is right there
  • People want to know what happened to their results but we aren’t used to sharing back
  • The real change is how will we engage consumers to share opinions in the digital age
  • Innovative methods – Don’t let tech lead, let tech enable. Don’t fear tech, test it.
  • Voice of the consumer – ask + listen + observe
  • The mayor of markham held an online townhall – over 7000 people. Ever had that many in a physical townhall?
  • Respondents WANT to participate in research.
  • And now…. Margot Acton
    St John's
  • It’s not a question of if we move into tech, but how we move into tech. We need to use them and still deliver business decisions, not just excitement. Take rigour with you.
  • Choose a consumer centric design:  Simple design, site speed, signup processes, authenticity, usability. Sooo. less is more, flash is heavy, easier access, is this real, best practices.
  • KISS Keep it super simple – shorter surveys, avoid reptition, fewer grids, minimize complexity, fewer open ends, write to be understood, avoid unnecessary, use simple language, stay conversational
  • Survey tools – use dynamic grids, drag and drop, click and fly, slider bars and surveys will be more interesting, varied, easy, fun [i always wonder about fun vs validity in these cases]
  • Approach to loyalty – use a catalogue of incentives, not one but thousands
  • Measure success – an index, predictive modeling, applied to EVERY survey, surveys with low scores cannot be fielded [DAMN RIGHT!]
  • Mobile has huge implications – easier to retrieve meaningful data, collect instantly, repHappy Birthday Adamort immediately
  • Passive adds greater insight
  • And last but absolutely not least… Bernie Malinoff!
  • Venn diagram of what you’re good at and what you like to do is where you must focus
  • Check out Jon Puleston [agreed, he’s doing some cool stuff]
  • Would you like response rates to increase from 10% to 30% [is there a right answer here? YES!]
  • Avoid long, boring, repetitive, and useless. This not rocket science.
  • Five years ago, we did not realize what the competitive set would be today.
  • Discussion is no longer representative, the discussion is not relevance.
  • Google is doing more to educate junior researchers than we are with their research tips in their research product
  • Apple even has a very short survey for its product and they end it off with a big thank you
  • Now time to discuss
  • Are we in the era of surveytainment? It’s simply to make the experience better, we want to focus people’s attention. Anything we can do to enhance the quality of attention is good.
  • Gamification is bringing back the younger generation
  • There is no perfect method. There are purpose based methods. [Darn tootin! Forget qual, forget quant, forget surveys, forget focus groups – What is your PURPOSE!]
  • Accept that you are not good at everything and have partners who pick up your slack
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