Tag Archives: mobile research

Marktforschung.de showcase: quick summaries of 5 talks from German research companies #IIeX 

Live notetaking at #IIeX in amsterdam. Any errors or bad jokes are my own.

Realtime research in the digital age by Holger Geibler, YouGov

  • What do people think about research – political polls, representativeness, big data, how slow research is
  • What is real time research – can be from NOW to one week to complete, real time is related to historical timelines
  • We need to be where the respondent is, need to ask less, engage more, connect more – keep surveys under 16 minutes and avoid dropouts, remember than mobile surveys take 10 to 20% longer to complete
  • Let clients access data in real-time but tell them its preliminary, train clients and consultants to use a dashboard, have dashboards that switch between weighted and unweighted data

Reaching millennials via mobile apps and getting superior survey data through gamification by Jonathan Kurfess, Appinio

  • People want to share opinions even if you don’t want to hear it or don’t agree with it
  • #MRX is struggling to adapt to millennial user behaviour – longer questions are good for researchers but not for respondents
  • Money is not a sufficient incentive
  • An app that allows people to interact with each other, compare opinions, create polls and gather opinions is very engaging
  • Ensure questionnaires are mobile optimized

Germans got humor? Only if it’s efficient by Oliver Switzer, September Strategy and Foreshung

  • Do purchasers have emotions about steel? Of course they do. Emotion is involved with everything. Emotion isn’t just anger or disgust.
  • Germans like to be funny not just measure efficiency. Being funner is teh container, the vehicle.
  • Evolution made humans emotional, we used to be emotional about safety and now we’re emotional about product packaging
  • Our consciousness is there just to get orders from our subconscious
  • You can apply KPIs to emotions
  • Our brains is very activated when we see brand names we recognize versus made up brands
  • Our heart beats at different rates for different emotions, fear, trust, anger, skepticism, stress, relelvant, attraction, closeness [ask to see the charts, quite cool]
  • You can feel trust and skeptisism at the same time
  • [never occured to me to treat emotions as KPIs]

Implicit influence explained: how to define and measure the unconscious effects of words and images by Jonathan Mall, Neuro-Flash

  • People who though a zoo is safe even though a gorilla was supposed to have escaped assumed zoo handled the situation properly, these people read a certain type of newspaper
  • Priming means setting you up to feel something, lead to a preference, lead to a purchase
  • We could connect a gorilla to chocolate in a commercials, people who like one will like the other
  • You can’t simply look at one aspect of an ad, you need conscious and unconscious effects
  • people will say something looks good but their unconscious might be noticing the pretty lady on the side, if there is too much attention in the wrong place, then you have an issue
  • The four Ps: primal, priming, preference, purchase

Understanding emotion decision drivers using brain scans by Kai Muller, The Neuromarketing Labs

  • People don’t think how they feel, and they don’t say what they think and they don’t do what they way
  • We can map disgust in the brain as well as other emotions
  • Funny ads engage the heart and the min
  • Annoying ads evoke negative emotions and high attention
  • Positive and negative mentions can impact sales an this is measureable 
  • Were able to match the results of the ad concept with the finished ad

This year’s overused image was the iceberg, two of which appeared in this track. And the second iceberg speaker chuckled over it as his slide appeared. Sorry Homer’s brain, you’re last year. 🙂

 

Marketing and consumer engagement in a connect world by Michael Becker #CASRO #MRX

Live blogged in Nashville. Any errors or bad jokes are my own.

– AIDA – create awareness, create interest, create desire, create action. this concept is 100 years old. [jeepers how irrelevant is that !]
– marketers chum – we throw stuff out there and hope consumption happens and we’re surprised when we catch someone
– once an individual shows up, we don’t know what to say to those people
– eras of marketing – manufacturing, distribution, information, consumers. Consumer marketers are facebook. IBM, Best Buy, Apple.
– reality today was the science fiction of yesterday
– the entire internet will change in five years [will APIs still be around?]
– the iPhone changed everything about phones – look at 2005 and 2013 when two popes were elected. remember those photographs? One pic no phones, and one pic all phones being help up.
– mobility causes and enables irrevocable behavioural change
– newspaper have been decimated, especially in 2010
– children don’t look at phones and see a telephone – they see a tv and a radio and a recorder
– girl scouts take credit card purchases of cookies now
– we are in a participatory economy, people vote on what they want brands to do, we share and tweet and rate publicly. this is the age of the consumer. people are in control
– nomophobia – fear of being without a phone
– mobile is the 7th mass media
– you can buy a living headstone at the cemetery – scan a code and get photos and audio and video of that person
– there is no longer one media path, there are ten
– the average person is carrying a supercomputer in their hands
– media is owned, paid, shared, or earned
– traditional path to purchase used to be one to many, but now it is one to one to many because of mobile and social
– marketers have thousands of tools to choose from now, messaging, media, advertising, mobile enablers
– advertising does work even if you think it doesn’t
– native advertising can put a flight purchase into someone’s Instagram picture feed of a sporting event in another country
– in Germany, there is a billboard that lets them check into facebook and spits out a treat for your dog
– digital displays in walgreens – up to 70% of people interact with those screens
– imagine getting a text message with a countdown of 99 seconds on it. the time it takes you to run to the store from a competitors store is the discount you will get. You’d better take only ten seconds to run between stores if you want 90% off your purchase.
– estimated that beacons will influence 1% of purchases this year
– download the taco bell app so that when you walk near a store, it asks if you want them to make your tacos now
– scan a virtual grocery aisle at the subway station and the food is delivered by the time you get home
– scan a beverage and it will tell you what snacks go with it and where they are [ok, thats the ultimate in stupid. i know what snack i want]

Data quality standards in mixed mode studies by John Bremer #CASRO #MRX

Live blogging from Nashville. Any error or bad jokes are my own.

– the most boring thing you can do with mobile is take a survey on it [HA! very true]
– it makes boring surveys more convenient than ever before
– dramatic growth in people starting surveys on mobile
– not all survey modes produce the same experience. there is differential completion rates. higher drop out rate on mobile particularly when the surveys get longer. different demographic set on mobile so quotas may overpopulate quickly.
– completion rates differ on mobile by country
– many people take surveys on multiple modes and this happens in every country. In the US, 60% of people ONLY take surveys on mobile [did i hear that right?]
– how do we treat quality in mixed mode studies. how should quality techniques be applied?
– why don’t we put quotas on mobile, should we?
– where 8% of people suspended a survey on tablet or computer, 20% of mobile phone starts were suspends
– tablets end up looking a lot of like computers
– think about your speeding metric. survey lengths differ greatly by mode. so if you’re including mobile phones times in you calculation, that raises the median time and raises the speeding time so that you’re cutting out more computer people than you ought to. you might need to use device specific speeder rules. [tell me now, who does this! we ought to! Love this 🙂 ]
– one you remove speeders, you can use a generic rule for random responding and straightlining
– they have a dataset of people who have taken an omnibus on a computer and on a mobile. it’s a matched dataset. [and John wonders, is it omnibii? 🙂 ]
– mobile responders always take longer and it gets worse the longer the survey gets. it’s not as far off for a shorter survey.
– we know there is a true mode effect
– must test quality at the mode level, must adjust speeding at mode level
– they recommend 5 to 10 minute survey though people still do 45 minutes on a mobile.
– you cut surveys into modules, they will take all the modules in a row.

[thanks for presenting data and tables John. i like that you don’t dumb things down. we need more of this because researchers KNOW NUMBERS even if people think its funny to say they don’t]

Mobile Surveys for Kids by Brett Simpson #CASRO #MRX

Live blogged from Nashville. Any errors or bad jokes are my own.

children have more internet access than adults. their homes are littered with devices. they start with a leap-pad and download games for it. have it in the car and it goes everywhere with them. then they get a nintendo. they are in-tune with mobile. they are the first generation to grow up with tech. today’s students are not the people our education system was designed to teach.

classrooms rely on tech early now. clickers for interaction. interactive reading solutions. reading apps. smart boards instead of chalk boards. many schools have some iPads as standard in the classroom.

designing surveys for kids. we are working on agnostic and respondent friendly surveys. but we rarely place focus on survey design for kids, especially when focused on mobile.
Do kids really go onto the computer for 30 minutes to answer a survey? [My response – HA HA HA HA HA HA HA. Oh sorry. No, i don’t think so. ]

They did qual and quant to figure out how kids think about and use surveys.
– parents are not concerned with parents using their phone
– kids prefer less than ten minutes
– age 11 to 17 say they rarely use computers!!!
– children read every single question and respond very carefully
– easy concepts may actually be difficult for them
– testing is critical
– responses need to be different to avoid confusion
– less wording is essential
– more engaging question types are easier for them to understand
– simplified scales are more easily processed, maybe using images
– use more imagery, bigger buttons

[this is funny – dear 4 year old – how likely are you to recommend this product to your friends, family, and colleagues?]

– kiddie fingers aren’t as precise with hitting buttons especially when survey buttons are close to phone buttons
– kids don’t understand our concepts of new, different, intent, believability
– kids up to age ten are much more likely to get help from their parent 60% or more, falls to 15% with older teens
– a pre-recruit is helpful, then send the official invite/portal, then again get parental permission

– response rates are higher on tablets, smartphones next, computers worst
– LOI is longer on smartphones, best on computers
– people on smartphones felt there were too many questions
– click rates vary by device but the end conclusions are the same [cool data here]
– ideal length is around 10 minutes
– 3 point scales may be enough [halleluja! Do we TRULY need ten or five point scales in marketing research? i think in many cases it’s a selfish use not a necessary use.]

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