Mixing up your survey data for better results #MRMW #MRX

Welcome to this series of live blogs from the Market Research in the Mobile World Conference in Cincinnati. With so many sessions, I’m only blogging about a few sessions each day. All posts appear within minutes after the speaker has finished. Any errors, omissions, or silly side comments are my own.  I’ll also be providing end of day summary blog posts for Esomar so keep your eyes peeled for those as well.


Julie Wittes-Schlak Communispace; Jennifer Furia P&G: Using mobile technology to Deepen your understanding of consumer and shopper needs

  • Researchers are experts in “Skin care” or “hair care” and yet all people use both skin care and hair care.
  •  Mobile is here, now, me, my workplace, my health
  • People submitted pictures of what is in their shower, the 6 kinds of shower gel on the shelf
  • Mobile gives people insight into their own behaviour “I though I shopped there a lot but it turns out I don’t”
  • People will be very open when they trust you – videos of trying on pants or how bras don’t fit
  • [The mobile question was much shorter than the online survey question… hm… can we learn from this?]
  • There is a physical description and an emotional description. Sometimes, a short mobile response that gets at the emotion is better than a long physical description
  • Material incentive is important to get people INTO the community, once there, being heard and listened to is more motivating

Bob Yazbeck Gongos Research: Breaking the Survey Length Paradigm

  • They found surveys up to ten minutes long gave good results
  • 75% of people censor themselves on social networks, they focus on big purchases, they don’t want to look foolish. but when you put mobile in the loop, it changes everything. We hear about the tiny things and the embarrassing things
  • Mobile has 3 camps: quant, qual, MROCs
  • Use online for pre work, go to mobile for in-store display evaluation, do post research with online survey
  • $30 is the sweet spot to have people go and do in-store research.
  • Don’t assume people know how to upload photos, you need 24 hour support, work with lower-res photos
  • Mobile enabled doesn’t mean mobile abled 🙂
  • Be prepared for ambient noise and bad lighting
  • Experiment now before you are set in your ways. Start with multi-model to mitigate risks.

AJ Johnson Brainjuicer: Evolution of 360 degree mobile community

  • Global community, fast access, allow people to view comment on, and rate content [Sounds like fancy word for MROC]
  • People enjoyed sending photos about frustration.
  • People sent mostly food pictures about indulging.
  • Five words are: Authentic, Fun Fast and Easy, Frustration, Indulgence, Premium
  • [Like this method: each of five days people were asked to send a photo about one of five adjectives. Then asked to rate a separate photo using those five images. very neat!]
  • Photos are more popular than videos. They like hunting out the right photo. More content on weekdays, not weekends. Some themes didn’t translate across cultures.

Betty Adamou Research Through Gaming: Speaking to 7 yo 70 year olds using Games for Surveys

  • Sneezing panda is the most popular video on YouTube. So people are online but they won’t take our surveys.
  • People LOVE Tom Selleck as the representation of research. Sexy but old and out of it.
  • It’s ok to use regular language and slang and emoticons with the appropriate crowd. ZOMG and zits are appropriate words for teens.
  • You can go too far with games so know the limit
  • How do you survey 7 year olds? [with 2 hour surveys and tons of grids, that’s how]
  • Let the kids choose an avatar, let them choose objects in a virtual room, let them guess about the contents of a puzzle
  • e.g., if kids are able to guess a hidden celebrity, then that celebrity is more top of mind and a better choice as a magazine cover
  • 85% of kids liked the research and a number of them came back to do it again

Bernie Malinoff Element54: Impact of linguistic and visual changes in survey design

  • If you change something in your research, you will change your results. let’s not debate which one is right [often there is NO right unless the question is ‘did you buy’]
  • Do you measure NPS? Have you coloured the scale? Then you changed the question. Different font? You changed the question.
  • Change survey questions for a purpose – eliminate straight lining. Try Flash, a game, a slider.
  • 5 different ways of asking a question led to 40% variance in results. [you should NOT be surprised]
  • “Don’t muck with trackers”  Some research doesn’t lend itself well to change
  • Happy with current trackers:
  • Changes made in past 12 months:
  • Trackers are like freight trains: boring, ugly, reliable, know the contents
  • “Thanks Bernie for making me feel miserable about my trackers”  [sorry Bernie, I was already there!]
  • Don’t keep asking questions just because you’ve always asked that question


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