Tag Archives: CASRO

Escaping The Zombie Data Apocalypse: It’s Alive! by Anthony Tasgal #CASRO #MRX

Live blogging from the #CASRO tech conference in Chicago. Any errors or bad jokes are my own.

Escaping The Zombie Data Apocalypse: It’s Alive! by Anthony Tasgal, Behavioral Economist & Storyteller, POV

  • can you push the envelope out of the box
  • you need to have a point of view whether you are a brand or person
  • what is the zombie data apocalypse
  • science does not mean more data
  • data is nothing without theory
  • before we demand more of data, we need to demand more of ourselves
  • we live in the attention economy, everyone is staring at you and a phone or a tablet or something else
  • we believe in safety in numbers – as long as there’s a number, it sounds more important
  • there is more to life than algorithms, we need to humanize people – but they’re already human? where have you been?
  • big data means we don’t need theory anymore? what the heck does this mean? you can’t apply data to human behaviour without theory
  • we are data rich, insight poor
  • clients are paying us for our intelligence
  • we are obsessed with metrics, we can’t stem the flow but it’s cramping our ability to think originally
  • do we need 300 charts? an insight can be a line or a word or a thought. we don’t need to see all the data in the main report
  • “Algorithm appointed board director” – this was news for Deep Knowledge company
  • Zombie data – data that is dead, cold, inert, of no use
  • Meaning – human beings trade in meaningfulness
  • Big data is in between – it’s not dead, it’s not alive. data that is theory free is zombie data.
  • the promised land is behavioural economics, insightment [process for understanding and thinking about insight], and storytelling
  • William James is the father of psychology, Henry James, the author, is the uncle of psychology.
  • Telling people doesn’t work. Emotion and impression management do.
  • If you make people lean forward or push, they will give better answers in a test. if you give them glasses, they will do better.
  • the industry suppresses this truth because the industry wants to believe people are predictable
  • people looking up and saying easy are unconsciously smiling and feeling happier. looking down and saying words that bring facial muscles down (you’ll) make you less happy.
  • how about placing a severed arm from a movie in an area where the demographics would want to see that movie. this is cheap. cheaper than billboards everywhere.
  • tell someone to NOT think of a polar bear. and they will. it’s hard to suppress something you’re told to suppress. what does that mean for politics, for juries!

  • the ad increased sales by 10%
  • people thought the diamond shape tasted better
  • and they launched a special promotional package that mixed diamond and square shreddies in the same package
  • data must be aligned to theory and human communication
  • data is useless without context – a severed arm in the street? sure, if it’s for a horror movie
  • human beings devour meaning, humans aren’t assets or design points, they desire meaning
  • information is to be collected and insight is to be connected, insight jumps out of nowhere, data doesn’t always allow that to happen
  • information does not create ideas, ideas come first because they produce information
  • stories translate information into emotion
  • storytelling has status – JK Rowling, Comedians
  • story – creates self, establishes identify, builds trust and empathy, is playful, is gossip worthy, its our universal and natural language
  • our species was not designed to work with excel or powerpoint but rather stories
  • our brains are designed to find meaning as in these pictures

 

Other Posts

Enhanced by Zemanta
Advertisements

Emerging Innovations in Sampling Technologies with Kurt Knapton #CASRO #MRX

Live blogging from the #CASRO tech conference in Chicago. Any errors or bad jokes are my own.

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

Bob Fawson

Kurt Knapton

Mark Simon

Tim Macer
  • 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

 

Other Posts

Getting to Deeper Insights Using Real Time Mobile Phone Video Chats for Qualitative Research by Rachel Geltman #CASRO #MRX

Live blogging from the #CASRO tech conference in Chicago. Any errors or bad jokes are my own.

“Getting to Deeper Insights Using Real Time Mobile Phone Video Chats for Qualitative Research” by Rachel Geltman, CEO, Video Chat Network

  • starbucks case study – saw more vivid language describing the drink, before and after what they were expecting, sensory cues as they were drinking it, stronger reactions to the product versus a scale on a survey, role of a cup of coffee in a day
  • in-home experience was less visceral, more generic, professional descriptions, not the laughter and love seen in the in-store experience
  • case study with SUVs – they ensured safety of the driver first. more descriptive brand imagery, more reflections on themselves as drivers, more under the radar descriptions of tiny little things that no one really pays attention to.
  • in-home experience was more like listening to them recite a commercial they saw on TV, there is was conscious recall of things many of which could be forgotten. you can’t understand the experience of being in the vehicle
  • case study on mobile phone – it’s all about the touch, sensory experience of holding the phone, they’ve already done all the research, they know the pricing. people talk about how it feels, how it looks. people say the like to get a feel for the phone but they can’t put their hand around it because of the weight of the lock in the store [YEAH!!!!]
  • Embedded image permalinkin-home – they had to probe to see if people touched or picked up the phone. lots of talking about what people said or what the salesperson said. people would respond that they picked up the phone but they didn’t really talk about how the phone felt in their hands
  • in-environment testing is a powerful stimulator, more descriptive, more creative, more passionate, more insightful [GET THE WEIGHT OFF THE IN-STORE PHONE. sorry for yelling 🙂 ]
  • latent motivators like touching, sensing happens in-experience not in-home, very vivid and concrete language that a creative person would be desperate to get
  • really good for up-front developmental, exploratory research, good for ‘how should a store be designed’, what should the copy read, how should the packaging be designed

Other Posts

The Future of Research Storytelling: Ethnographic Animation by Kate Ertmann #CASRO #MRX

Live blogging from the #CASRO tech conference in Chicago. Any errors or bad jokes are my own.

The Future of Research Storytelling: Ethnographic Animation by Kate Ertmann, President, Animation Dynamic, Inc.

  • grew up in film and tv, in front and behind screen
  • is animation just cartoons and  moving things? it’s not just steamboat willie
  • in snow white, everyone can related to at least one of the characters because it is such a great story
  • “The Don” changes everything, he is a digital native, he is an animator at her company, he looks at all types of media on any screen, doesn’t care what kind of screen tv theatre mobile tablet, doesn’t matter if it’s live action or cartoon
  • animation can be more engaging for the brain than real actors
  • animation generates significantly higher conceptual understanding
  • comprehension is higher for students who used computer animation – not just storytelling but comprehending
  • animation can show what your eye can’t see, present something that doesn’t exist, convey complex information, exist in time, allow you to feel an experience [the movie “UP” makes me cry and how fake is that!]
  • ethnography is the study of people today, from how people shop, at a certain, how do they clean their house, with this specific product; could be writing or videos, but how do you find meaning in that data, animation can be another tool for this
  • marble answering machine – 1992 Durrell Bishop’s visualization of a machine; get a visual and you experienced it for yourself, if it’s only in writing or a list, you wouldn’t experience the timing, the texture, the sound, can critique both good and bad of the system – what happens when my 3 year old gets ahold of the marbles?  the machine was never built which saved a lot of time and money
  • when people watch other people, they unconsciously look at the specific people – she’s too young/old, is she american, look at her shirt, i want her shoes – but if it’s just a blue outline of a person, you focus on what they’re doing not what they might be like
  • video of opening a package, for a left handed or right handed person, now test if your hands are wet from something else
  • test new products or processes out using an animation
  • scale the assets – ethnographic animation, ideation, new product visualization, virtual prototyping, working simulation, user testing, market introduction
  • people eventually get attached to the characters, name them, and talk about them as if they’re real, a visual can bring people together
  • it allows developers to see and feel what needs to happen, not just put a requirement to start building something, actually gives the beginning of the specs that engineers need to build it
  • Video connects real people in real situations, testimonials, talking heads, but animation means you can’t temporarily ignore demographics, nationality, gender. it’s not to manipulate the data, it’s to focus the data.
  • show off a new product with video but animations let you show it off before it exists
  • video lets your capture a moment like surprise and delight, but animation lets your iterate, change, customize and do it again
  • animation is not funny cartoons anymore, it’s a business tool
  • ethnographic animation captures people’s experiences – weight, children’s products
  • it does indeed scale
  • don’t be afraid of failing, don’t freak out about solving a problem perfectly right away

Other Posts

Enhanced by Zemanta

The Power Of Big Data: How We Predicted the World’s Largest Music Poll Using Social Media by Nick Drewe #CASRO #MRX

Live blogging from the #CASRO tech conference in Chicago. Any errors or bad jokes are my own.

The Power Of Big Data: How We Predicted the World’s Largest Music Poll Using Social Media by Nick Drewe, Creative Technologist, The Data Pack

  • it used to be taboo to say your real name online
  • Nick Drewethere is no line between what is signal and what is noise. what is gold to me is trash to you
  • when you know that hundreds and thousands of people have posted noise about a brand, it’s no longer noise
  • Radio station called TripleJ, a national funded station, like NPR or BBC and it’s aimed for a younger audience. They post the hottest 100 songs as voted by listeners through the year. it’s a national institution. 1.4 million votes cast last year.
  • results used to be closely guarded up until number 1 song
  • station had people share what the voted for in hopes of getting more people to vote. every page was hosted on a unique URL which suggests every vote has a page. other little bits of code with info were on the page too. if they could find and collect enough of these pages, they might be able to predict.
  • used twitter api and found 40 000 votes in a few minutes, a sample size or 3 or 4%
  • created a list that seemed realistic but didn’t know what to do with it yet
  • set up a website where people could see their predictions and play the songs
  • turned the website into a disclaimer, people had to scroll way way way down to get to the number one song
  • got a ton of traffic, more people saw it than people who voted
  • made the front page of one of the biggest newspapers
  • not yet sure how accurate they were yet
  • colleague ran a bootstrap of 3.5% sample and concluded they’d get 90 songs 100% accurate or 95 songs at 90% accurate, and #1 song with 83% accuracy
  • the next year, the station closed all the social sharing features
  • found 400 votes that were posted as screencaps to twitter, their confirmation emails
  • but photos are also posted on instagram, found 20 000 votes there after searching for them
  • even if you really really really don’t want people to share something online, they will do it anyways
  • predicted 82 out of 100 songs in the second year with half the amount of data
  • it was an experiment in social data
  • most networks have free APIs to share and use data, most networks don’t really know what to do with the data
  • posts don’t have to sit in isolation online, we can turn these into insights
  • people don’t post the same things in social media that they post on surveys
  • 60 million posts on instagram every day, rich with metadata, a photo contains geolocation, 20 million photos a day have a location [i always turn off my geolocation, decline, decline, decline]
  • can search on username, hashtag, and location – but it must be part of a hashtag not a description
  • youtube is still the largest music sharing site
  • can use youtube, twitter, facebook data to predict music you will like [try me – rankin family, leahy, michelle branch, vanessa carlton]
  • a single message is rarely valuable but a group of messages is, particularly with all the metadata
  • every link tells you something about the person who shared it – what they like, don’t like, know and don’t know, cat gifs too
  • google’s page rank looks at links to your website, more websites gets you a higher page rank, and greater likelihood to appear in a search result – this is a social graph and can be done on a personal level, not just what they’ve shared about a specific topic but everything else they’re doing
  • [Nick is wearing the same shirt today that is shown in his bio. LOVE that as I find matching people to photos very difficult]
  • everyone should try a social api, it’s not a difficult to use as you think it is, point isn’t to start writing code but to start thinking about big data and social data in a different way

 

Other Posts

Enhanced by Zemanta

Chat with Leaders of Technology and Innovation in Market Research #CASRO #MRX

Live blogging from the #CASRO tech conference in Chicago. Any errors or bad jokes are my own.

Fireside Chat with Leaders of Technology & Innovation in Market Research

Moderated by Kristin Luck, Decipher


Pat Graham

Niels Schillewaert

Ben Smithee

Mary Sobiechowski

Kristin Luck
  • [comments below come from individual speakers but I’ve not specified who said what]
  • possible to be innovative in emerging countries but not necessarily in first world countries
  • it’s easier for larger companies to roll out innovation
  • does size matter? does being smaller help?
  • innovation is a moving target. everyone thinks their company is innovative.
  • everyone is probably doing innovative things, everyone is doing things to push a client’s business forward, it doesn’t have to be a new product, it can be a new thought
  • Embedded image permalinkwe don’t push ourselves far enough, we’re more test and see than simply push the boundaries
  • you won’t be fired for hiring a big company but you could be for hiring a small company
  • smaller agencies don’t have to justify themselves to anyone, anything, or speed. they can just do it without legacy
  • there’s no danger in not doing something new, more likely to get fired for trying something new that doesn’t work
  • do we need to be more accepting of trying new things and failing
  • most clients don’t really want to try something new, they need to be pushed into a non question/answer format
  • we should be led by “What will consumers trust us to do? will consumers think we are innovative and doing something cool?  Our clients are really consumers, regular people
  • we need for people to WANT to participate in research
  • why isn’t research a positive touch point for the consumer
  • research should be serious, challenging, and playful
  • Guy at Lowes replaced his tracker with google surveys and saved 80% of his budget for experimentation. he risked and won.
  • success is going from failure to failure without giving up – Churchhill
  • next generation of researchers is agile and ready to risk and fail – unlike YOU
  • View from Ben on the stage

    if you are not being extremely experimental right now, you’re in big trouble; if your school is building a library, you are in big trouble

  • must use tech to help the clients we claim to love
  • let people SHOW you what they do and need in a multimedia way, you will get a different answer from your ask and answer method
  • instagram is free qual research – images of your brand, what’s around your brand, where and when your brand is used
  • full service should innovate methods and collaborate with tech companies, they don’t need to build in house because they won’t do both well
  • MR is about understand people, behaviour, relationships; technology is a feature not a benefit
  • MR creates relationships and helps brands do something with that
  • research is becoming a smaller part of the P&M, this is our own fault, we are our own worst enemy, research should be at the center of the organization, it should be the backbone of what does and doesn’t get done, we need to give clients the data they need so that we are absolutely essential
  • if a big company implements a new technology and it is old in two years, it’s too prohibitive for them to turn back and try something new again
  • Me taking pics of the fireside chat

    data should not be 100% or you lose your credibility

  • do positive disruption – ask client four questions and see if they really did know the answers to them. need to show clients what they don’t know
  • [is it really disruptive technology? or rather, why aren’t you keeping up with the times?]
  • give young people the space to develop, it’s not necessarily age but surround yourself with Gen Y, give them the space to learn and build things, so that you can learn from them – reverse mentoring
  • hire based on culture – can you have fun with them, is there innate passionate curiosity
  • GFK or Kantar won’t put a small company out of business, it will be another small company that takes their space
  • many people are still happy to keep doing what they’ve always been doing, it’s easier, predictable. you can’t just get rid of anyone over thirty. you need to educate them and show them the world is a different place. the world is more than excel and powerpoint.
  •  advice to move business ahead:
  • don’t think about mobile as a channel or physical object, it is a physical location, it’s about the person and getting not just the person but the interaction, know how to use devices called mobile, know how to use the sensors on the devices to be closer to the brand experience
  • bring more consumer context, richness into surveys, make surveys linear and nonmodular, let the crowd interpret things, upload pictures, make survey asynchronous; we use numbers and text but where are all the visuals, use them to stimulate people to think differently, make people think differently by using pictures – both for presenting results and in the research process
  • do something that your gut and your heart tells you is right but your mind is completely scared of
  • make people happy at their jobs, super-engaged by giving them new things to do, educate everyone, let them learn new apps, collaborate, share information
  • we need to automate the data manipulation and spend our time on the data insights and then here’s what to DO with the insights – big companies should be better at this than anyone

Other Posts

Enhanced by Zemanta

Market Research in 2020 by Bartolone, Comer, McDougall, and Milla #CASRO #MRX

Live blogging from the #CASRO tech conference in Chicago. Any errors or bad jokes are my own.

Track: Tech Impact: Research Transformation
“Market Research in 2020”


Gloria Park Bartolone

Patrick Comer

Mary McDougall

Peter Milla
  • Mary McDougall
  • the research process is unoptimized, technology vendors are small and narrowly focused
  • technology often dictates methodology
  • standards are slow to emerge
  • innovation is on the fringes, it’s not happening in the mainstream online with smartphones and tablets, these are areas of growth
  • innovation is where vendors add value  or workflow automation or industry specific packaging or cost reductions
  • Gloria Park Bartolone
  • Embedded image permalink3Vs will transform industry velocity, variety, and volume of data
  • velocity transforms experience
  • twitter has been around for 7 seven years, the iphone almost the same, ipad wasn’t on the market just 4 years ago
  • digital wallet can help us get to point of sale, moment of truth
  • iBeacon – can tell you not only the store but which aisle of the store, you can talk to someone when they are standing in front of the competitors product
  • most methodologies from today will likely still be around but there will be a lot of new ones
  • facial recognition has interesting implications, you don’t have to come with attribute lists anymore, may never have to ask opinions because we’ll just do a brain scan
  • google glass will be figured out for market research
  • new tech has privacy issues, we will be ahead of privacy challenges
  • we have to pixilate people in the backgrounds of photo
  • what is the best method of getting information as opposed to CAN we get the information, who will aggregate the information for us
  • Patrick Comer
  • the research process has a number of steps, problem is time between steps and it’s all labour intensive
  • speed is going to be a defining factor in the choosing of vendors, as well as automation of designing, bidding, programming, fielding, analyzing, and reporting, seemingly more DIY style
  • demographics are now far more targeted
  • who will own the dashboard of all the datasets integrated into one for the CEO to review
  • how much of data on a survey already exists in multiple other places versus completely new and only available. this is how to shorten surveys and make them tolerable

 

Other Posts

Tablets Killed the Paper Star by Ofer Heijmans #CASRO #MRX

Live blogging from the #CASRO tech conference in Chicago. Any errors or bad jokes are my own.

Track: Jagaad! Tech Innovation Around the Globe  
“Tablets Killed the Paper Star” by 
Ofer Heijmans, CEO, Dooblo

  • tablets instead of paper can cost half the price and be done twice as fast as paper survey – transportation, printing, error prevention, and quality – 10X the data quality of paper surveys in an emerging country
  • survey logic is brought to the device not a human interviewer
  • surveys can include media, video, audio, take pictures of the person, a shelf
  • [not sure why we’re comparing tablets to paper surveys in  a traditional way…]
  • tablets have gps, can see the route of a survey taker, exactly what time of day for each person, see the people on a map, map it to GIS systems
  • [note from below – making more sense now, this solution is particularly relevant for emerging and developing markets]
  • silent recording, as opposed to sound recording, so third party can listen to the interview taking place to confirm the interview actually took place given that some regions are so dangerous interviewers might try to avoid going there [hmmm distrust of the interviewer?]
  • can captured all variations of timing – start, stop, question by question, where did responders take more or less time to determine questions that were difficult to answer or understand
  • photocasrocan achieve 100% quality validation on every interview – GPS location and timing and listening to how questions were said and responses were given [you need some serious transparency messaging with people for this!]
  • 7 inch device is a good size for CAPI, make sure device has at least 1 gig of of internal memory, need front and back camera, want device with GPS and AGPS for locations without internet, emerging markets may only work with wifi since there may not be any 3G
  • use a cloud based solution as there may not be easy access to data centers, have offline support, ensure secure data and transport of the tablet, have disaster recovery mechanisms for broken screens and dead batteries
  • get a midrange device – high range will drain your device and low range will last an hour – midrange is only around $120 today
  • speaker grew up with the army and the essential need was to safely transport data without losing any of it
  • [judge of a great presenter – audience asks the speaker the brand name of their tech 🙂 ]

 

Other Posts

Enhanced by Zemanta

Wearables, Quantified Self and Market Research: How the FitBit era changes everything by Sriram Subramania #CASRO #MRX

Live blogging from the #CASRO tech conference in Chicago. Any errors or bad jokes are my own.

“Wearables, Quantified Self & Market Research: How the FitBit era changes everything” by Sriram Subramanian, CEO, ZoomRx

  • “Quantifiable self” – we can measure every aspect of our lives
  • 8% of the room has a fitbit, 15% use a food log, 15% use an exercise log, a few people want to buy a smart watch
  • “what gets measured gets managed”
  • we have access to more data than we ever have
  • everything will soon be microchipped or networked, this is the 4th revolution – cheaper sensors, mobile and ubiquity, tons of data
  • we’ve measured what we eat, when and how we exercise, how much we sleep, our heartrates, our driving patterns
  • we always think of sensors and wearables as hardware – nest is a thermostat, fitbit is stuck on your clothes, but they also include APIs
  • opportunity for researchers is fractured and fragmented
  • need to transition from stated to revealed data
  • need to get realtime insights
  • mint.com offered to put together all your data from disparate sources into one place, and tell you a valuable story of your life, allow you to set goals and track, paid via advertising in your stream
  • Smartwatch

    researchers can do this – bring together disparate data, tell stories, give insights; don’t just collect it, use it

  • smartwatches will let us collect in the moment real time data [i do want one. i absolutely not need one but i do want one. :/ ]
  • mentioned today’s announcement from Samsung, “Simband,” a wristwatch-like device that can measure a user’s heart rate, body temperature and blood pressure. [want that!!]
  • will allow you to trigger surveys based on geolocation – microlocation, it’s handsfree [like a phone, would any smartwatch users NOT have a smartphone?]
  • “moment of truthy”  🙂
  • Fitbit

    challenges – privacy and ethics, opt-in, security, focus on insight vs data [seriously with this much data you have to tear yourself out of the data and deliberately focus on insight], staying on top of emerging technologies

Other Posts

Enhanced by Zemanta

MaxDiff Gamification by J.J. De Simone #CASRO #MRX

Live blogging from the #CASRO tech conference in Chicago. Any errors or bad jokes are my own.

Track: Innovation in Storytelling & Data Visualization
“MaxDiff Gamification”  by 
J.J. De Simone, Data Analyst, Insights Meta

  • people are asked to select best and worst options from 50 or 60 options, in small sets, over and over
  • similar to rules of a lot of card games – texas hold’em
  • gamification is application of game rules strategies and aesthetics to non-game settings
  • incentives and rewards are a kind of gamification
  • match solitaire card game with max diff method
  • 4 cards with features or attributes – choose the best card and then the worst card, card then flies to the bottom of the screen until there are now 4 best options, then they choose the best of the best. then there are a few more rounds like this. effective data can even be obtained at 2 rounds. what is the ‘right’ number of rounds.
  • Insights Meta casromore exciting and more familiar to people than traditional options
  • millennials grew up with video games
  • needed to compare quality of the data in both methods, as well as satisfaction metrics
  • half way through regular survey was the A/B test of regular vs gamification method
  • not everyone sees all the features due to random assignment of features
  • took about 18.5 minutes on average, but people in the game group spent about 3 seconds longer [3 seconds? who cares, point is that it didn’t take longer. Ooooor why didn’t it take longer or shorter if people were having fun]
  • game group said the length of the survey was the right amount of time, more so than the traditional group, but the effect size was very small
  • enjoyment of the survey experience was much higher than the traditional groups, also effects for gender and age – females and younger people enjoyed it more than males and older
  • casrosets of data correlated about .97, no demographic differences [doesn’t mean either set of data is correct though]
  • ran a monte carlo simulation – many samples from the existing dataset
  • the larger the same size and the more rounds you do, the higher the correlation [yes….]
  • 2 or 3 or 4 rounds wasn’t particularly different, maybe 3 rounds with a slightly smaller sample is a good way to go, 1 round is not a good idea
  • when enjoyment is high, they may expend more cognition on the data, data may be better quality
  • you can generate good data with about 200 people participating
  • can change game for individual company needs, format colours and shapes
  • good way to break up a long survey
  • you can allow people to play the game after the required number of rounds, free data donation when they don’t have to. .4% played an extra round. 1% played 2 or more extra rounds.  [now THAT is a measure of engagement]

 

Other Posts

%d bloggers like this: