Emerging Innovations in Sampling Technologies Moderated by Tim Macer, meaning limited
Hear from industry leaders about how they are employing technology to engage and manage respondents.
- Patrick Comer, CEO, Federated Sample
- Bob Fawson, Chief Access, Supply, & Engagement Officer, SSI
- Kurt Knapton, President & CEO, Research Now
- Mark Simon, Managing Director, North America, Toluna
- Patrick Comer: we think about people who answer our surveys as completes, traffic, monetization when they are people. need to think about the community. have created community managers which may help with retention. have been doing a lot of app testing and some members are testing their own apps. Also have a TV detection tool as an app, only small group of people are testing it, it figures out what show they’re watching. Is it possible to determine which kinds of surveys people abandon and then avoid sending those kinds of surveys to that person in the future?
- Kurt Knapton: Mobile is not the future. It is now. Big rewards and pitfuls to participate and to be so slow to change. in 2013, mobile surpassed desktop to go online. Half of all emails are read on mobile. People reach for their phones 150 times per day. [yes, i confess] Surveys can take longer on mobile because it takes more time to type on a phone. There is only so much time people will spend answering a survey on the go. Are we changing fast enough? Online to mobile is as big as the shift from phone to online 15 years ago but we only have about a fourth amount of time to make that transition. Solutions MUST embrace mobile, you could be at risk if you are not. Change creates opportunity, new metrics, new measurements. Take it out of subjective ratings. Evaluate every survey on how well it will work on mobile and aim for mobile friendly. Why not rebate clients who have mobile optimized surveys? [yeah!] Consider NOT sending mobile unfriendly surveys to responders, they won’t like it and they won’t answer it. Live sniffing of the device will help adjust a survey to suit the device being used, better grid formats, better question formats. Would YOU want to answer the survey? Would YOU abandon the survey. [be honest with yourself!]
- Bob Fawson: we castigate ourselves for being slow but there is a quiet technology revolution going on. collecting big data, applying crm techniques to our data, processing and understanding our data more quickly. how do we process data to treat people as individuals and move more quickly on our processes
- Patrick Comer: we are learning quickly from our peer industries. different regulatory environments. folding marketing data into research data, how do we manage that regulatory issue. changing fast enough? – maybe. be careful what you wish for.
- [i’ll stop naming names now, sorry in advance]
- there are more respondents available in databases that are not typically called panel.
- constraint is data quality and data consistency but all marketers are dealing with this.
- responders have fragmented attention even if we think it’s interesting, particularly when you consider what else they could be doing instead
- behavioural data is also important
- routers + relationships can be valuable
- notion of failing fast is critical for our industry
- we burned through responders with online surveys, should we plan to NOT do that this time?
- we need to crack the problem of re-using data among datasets
- if you want someone to download an app, or link to you, or scrape their data, you need a relationship of trust
- the data that’s easy to get online is not particularly good, the lag in updating easy data is shocking
- revolution is in how we store and use data
- there are many quasi research tools with differing levels of quality
- scale is increasingly important and gives you flexibility to solve the optimization problem
- DIY solutions have leveled the playing field [yes, there are DIY sampling companies]
- River is barely talked about today because we have so many premium options, great respondents, who’ve never seen the horrid long surveys
- need to speed up our processes to stay competitive
- automated distribution, buying, and selling of sample needs to improve
- survey pricing can be dynamic, change during fielding depending on what it’s able to attract
- people can now test different prices of sample and then decide which price gets them what they want
- survey panels don’t use inferred data so the quality of demographics can be wonderful.
- people don’t always say what they do or do what they say and whoever can match data together is going to win
- a lot of the “new” technologies are now normal – river, routing, etc
- opt-in permission opens a world of opportunity
- clients don’t talk about responders or panelists, they talk about consumers [i prefer to talk about people, it’s new term for me, strange isn’t it!]
- people are more open to sharing their entire profiles with companies now
- public sentiment can change very quickly if you aren’t permission based