Getting closer to in the moment insights generation - Esomar Congress 2016
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Transcript of Getting closer to in the moment insights generation - Esomar Congress 2016
WWW.NETQUEST.COMSão Paulo | Mexico City | Santiago de Chile | Bogota | Lisbon | Barcelona | Madrid | New York| Los Angeles
Getting closer to in the moment insights generation
ESOMAR Congress 2016
Daan Versteeg, Marketing Director, NetquestMelanie Revilla, Researcher, UPF RECSM
The past is behind, learn from it. The future is ahead, prepare for it. The present is here, live it.
Thomas S. Monson
If one wants to run, they must learn how to walk. If one wants to teach, they must learn. If one wants to define the future, they must study the past.
Confucius
The longer you live in the past, the less future you have to enjoy.
Anonymous
1930 1935 1940 1945 1950 1955 1960 1965 1970 1975 1980 1985 1990
DIGITAL TRANSFORMATION IS DISRUPTING MARKET RESEARCH
GLOBAL CONSUMER RESEARCH & DATA COLLECTION COMPANIES SINCE 1930
1995 2000
DIGITAL TRANSFORMATION IS DISRUPTING MARKET RESEARCH
THINGS WILL NEVER BE THIS EASY AGAIN
2005 2010 20152000
COMBINING SURVEY BASED AND BEHAVIORAL DATA COLLECTIONDIGITAL TRANSFORMATION IS DISRUPTING MARKET RESEARCH
Use behavioral data to understand the context of survey data.
Use behavioral data to select the sample.
Use behavioral data to survey in the moment.
BEHAVIORAL DATASee what.
DECLARED DATAUnderstand why.
Happy panelists Data quality Faster and better decisions
R E S E A R C H N E E D S TO G E T C LO S E R TO T H E M O M E N T
Getting closer to in the moment insights generation
HYPOTHESES ABOUT DIFFERENT SAMPLE SELECTION METHODS
Using behavioral data will…
Improve
… the participation and efficiency
… the data quality
… the survey experience
Not affect
… the respondents’ profile
… the substantive results
Getting closer to in-the-moment will…
Improve even further
… the participation and efficiency
… the data quality
… the survey experience
Not affect
… the respondents’ profile
… the substantive results
OUR STUDY
DIFFERENT SAMPLE SELECTION METHODS
Providers
Panel: Netquest
Passive metering technology: Wakoopa
Data collection
February 23 to April 3, 2016
June 7 to June 28, 2016
OUR STUDY
1. Classic survey without previous information
2. Classic survey with sample selected using metered data
3. Survey in the next 48 hours with sample selected using metered data
Comparison
People who visited the website of at least one of 8 airline companies in the last 2 months
Population of interest
IMPROVEMENTS IN SURVEY PARTICIPATION AND SURVEY EFFICIENCY
58%65%
82%89%
0%
20%
40%
60%
80%
100%
%participants who match target pop.*
USING BEHAVIORAL DATA
29%
86%
67%73%
0%
20%
40%
60%
80%
100%
Observed vs Expected Participation*
* Exact definitions provided in paper
MUCH BETTER SURVEY EXPERIENCE AND SLIGHTLY BETTER DATA QUALITY
35%
20%
33%
16%
0%
20%
40%
60%
80%
100%
Don’t Know answers (Block D)
USING BEHAVIORAL DATA
61%
79%80%
92%
0%
20%
40%
60%
80%
100%
Proportions who liked the survey
CHANGES IN RESPONDENT PROFILES AND SURVEY RESULTS
76%
64%
85%
71%
0%
20%
40%
60%
80%
100%
Average Brand Awareness (%)
USING BEHAVIORAL DATA
51%
76%
65%
83%
0%
20%
40%
60%
80%
100%
Tertiary education (%)
REDUCED PARTICIPATION BUT IMPROVED EFFICIENCY
82%89%89%
96%
0%
20%
40%
60%
80%
100%
%participants who match target pop.*
GETTING CLOSER TO “IN-THE-MOMENT” INSIGHTS GENERATION
67%73%
21%
38%
0%
20%
40%
60%
80%
100%
Observed vs Expected Participation*
* Exact definitions provided in paper
SIMILAR SURVEY EXPERIENCE AND DATA QUALITY
33%
16%
33%
18%
0%
20%
40%
60%
80%
100%
Don’t Know answers (Block D)
GETTING CLOSER TO “IN-THE-MOMENT” INSIGHTS GENERATION
80%
92%
76%
91%
0%
20%
40%
60%
80%
100%
Proportions who liked the survey
CHANGES IN RESPONDENT PROFILES AND SIMILAR SURVEY RESULTS
85%
71%
85%
70%
0%
20%
40%
60%
80%
100%
Average Brand Awareness (%)
GETTING CLOSER TO “IN-THE-MOMENT” INSIGHTS GENERATION
65%
83%
59%
89%
0%
20%
40%
60%
80%
100%
Tertiary education (%)
KEY TAKE AWAYS
Should we use behavioral?
Overall, using behavioral data to select the
sample seems to help: recommended!
But we need to use quotas/weighting
Should we get closer to the moment?
Getting closer to the moment-of-truth does not improve as expected
But it does not harm except for response rates
CONCLUSIONS
In general, results are robust across countriesDifferences in values, but not in trends, except in a few cases
Can we use it across borders?
Sample selection
A key step for online surveys
Affect costs, data quality, inferences possible
Finding the best way to do it is crucial
KEY TAKE AWAYS
Should we use behavioral?
Overall, using behavioral data to select the
sample seems to help: recommended!
But we need to use quotas/weighting
Should we get closer to the moment?
Getting closer to the moment-of-truth does not improve as expected
But it does not harm except for response rates
CONCLUSIONS
In general, results are robust across countriesDifferences in values, but not in trends, except in a few cases
Can we use it across borders?
Sample selection
A key step for online surveys
Affect costs, data quality, inferences possible
Finding the best way to do it is crucial
We would like to ask you
to answer a couple of
questions about these
results.
NOTIFICATION
CONCLUSIONS
WHAT NEXT?
Is it worth it to continue in the direction of in-the-moment?
Many challenges already todayto survey in the next 48 hours.
Little evidence getting closer is improving things
Is 48 hours too long already?
Our current point of view:
in-the-moment might be worth it but only for specific projects.
What about your point of view?
PHOTOPHOTO
Thank you!
Melanie RevillaResearcher, RECSM-UPF
Daan VersteegMarketing Director, Netquest
[email protected]/in/dsaversteeg