Mobile Research, Moment of Truth. Evaluation of an electoral debate in Chile
-
Upload
insightinnovation -
Category
Documents
-
view
92 -
download
4
description
Transcript of Mobile Research, Moment of Truth. Evaluation of an electoral debate in Chile
![Page 1: Mobile Research, Moment of Truth. Evaluation of an electoral debate in Chile](https://reader033.fdocuments.in/reader033/viewer/2022051110/54c683674a7959a2128b4595/html5/thumbnails/1.jpg)
Mobile research: Moment of TruthEvaluation of an electoral debate in Chile
ANTONIO J. GÓMEZTNS South Cone Business Units [email protected]
CARLOS OCHOANetquest
Marketing [email protected]
![Page 2: Mobile Research, Moment of Truth. Evaluation of an electoral debate in Chile](https://reader033.fdocuments.in/reader033/viewer/2022051110/54c683674a7959a2128b4595/html5/thumbnails/2.jpg)
![Page 3: Mobile Research, Moment of Truth. Evaluation of an electoral debate in Chile](https://reader033.fdocuments.in/reader033/viewer/2022051110/54c683674a7959a2128b4595/html5/thumbnails/3.jpg)
VERDADEl momento de la
![Page 4: Mobile Research, Moment of Truth. Evaluation of an electoral debate in Chile](https://reader033.fdocuments.in/reader033/viewer/2022051110/54c683674a7959a2128b4595/html5/thumbnails/4.jpg)
![Page 5: Mobile Research, Moment of Truth. Evaluation of an electoral debate in Chile](https://reader033.fdocuments.in/reader033/viewer/2022051110/54c683674a7959a2128b4595/html5/thumbnails/5.jpg)
¿Es que Alexis nos esta engañando?
¿Es que Alexis no es el que metió el gol?
![Page 6: Mobile Research, Moment of Truth. Evaluation of an electoral debate in Chile](https://reader033.fdocuments.in/reader033/viewer/2022051110/54c683674a7959a2128b4595/html5/thumbnails/6.jpg)
EMOCIONESDIFERENTES
![Page 7: Mobile Research, Moment of Truth. Evaluation of an electoral debate in Chile](https://reader033.fdocuments.in/reader033/viewer/2022051110/54c683674a7959a2128b4595/html5/thumbnails/7.jpg)
momentos
EMOCIONESDIFERENTES
![Page 8: Mobile Research, Moment of Truth. Evaluation of an electoral debate in Chile](https://reader033.fdocuments.in/reader033/viewer/2022051110/54c683674a7959a2128b4595/html5/thumbnails/8.jpg)
VERDAD
CUÁL ES EL?D
E L
A
![Page 9: Mobile Research, Moment of Truth. Evaluation of an electoral debate in Chile](https://reader033.fdocuments.in/reader033/viewer/2022051110/54c683674a7959a2128b4595/html5/thumbnails/9.jpg)
Investigación de Mercado y Social
TRUTH
Observación no participante
Observación participante
Muchos
Totalmente Estructurado
Nada Estructurado
Pocos
Focus Group
Grupos Creativos
Censo
Entrevistas en Profundidad
Encuesta“tradicional”
Eye Track
Registros poligráficos
Big Data/ Data Mining
MRI
![Page 10: Mobile Research, Moment of Truth. Evaluation of an electoral debate in Chile](https://reader033.fdocuments.in/reader033/viewer/2022051110/54c683674a7959a2128b4595/html5/thumbnails/10.jpg)
la nueva herramienta para llegar al
momento dela verdad
MOBILE
![Page 11: Mobile Research, Moment of Truth. Evaluation of an electoral debate in Chile](https://reader033.fdocuments.in/reader033/viewer/2022051110/54c683674a7959a2128b4595/html5/thumbnails/11.jpg)
PERO
FUNCIONA?
![Page 12: Mobile Research, Moment of Truth. Evaluation of an electoral debate in Chile](https://reader033.fdocuments.in/reader033/viewer/2022051110/54c683674a7959a2128b4595/html5/thumbnails/12.jpg)
COMO VALIDAR SI
FUNCIONA?LA MEJOR
MANERA DE SABERLO?
![Page 13: Mobile Research, Moment of Truth. Evaluation of an electoral debate in Chile](https://reader033.fdocuments.in/reader033/viewer/2022051110/54c683674a7959a2128b4595/html5/thumbnails/13.jpg)
La percepción de los chilenos sobre las candidatas para la
elección presidencial de Chile de 2013 tras el Debate, y su
intención de voto
![Page 14: Mobile Research, Moment of Truth. Evaluation of an electoral debate in Chile](https://reader033.fdocuments.in/reader033/viewer/2022051110/54c683674a7959a2128b4595/html5/thumbnails/14.jpg)
Requerimientos de la data collection
DISPONIBILIDAD DE MUESTRA
• Fiable• Confiable• De calidad
unoTECNOLOGÍA CERCANA AL
RESPONDIENTE
• Simple• Cómoda de usar• Adaptada a la
situación del respondiente
dosCONTROL DEL “MOMENTO”
• La respuesta sólo es válida si se produce en el “momento”
tres
![Page 15: Mobile Research, Moment of Truth. Evaluation of an electoral debate in Chile](https://reader033.fdocuments.in/reader033/viewer/2022051110/54c683674a7959a2128b4595/html5/thumbnails/15.jpg)
► Desde App► Experiencia homogénea► Acceso integrado a cámara► Posición GPS► Sin conexión permanente► Invitación “push”
ENCUESTAS EN APP
► Intrusivas.► Requieren permisos especiales.► Baja aceptación en el usuario.
La elección tecnológica, clave
Dos soluciones de mobile data collection
► Desde navegador► Cualquier dispositivo.► Alta compatibilidad► Poco intrusivo► Sin permisos especiales.► Posición GPS... Sí!
ENCUESTAS ADAPTADAS
► Sin acceso integrado a cámara.► Sin invitaciones “push”.► Conexión permanente.
![Page 16: Mobile Research, Moment of Truth. Evaluation of an electoral debate in Chile](https://reader033.fdocuments.in/reader033/viewer/2022051110/54c683674a7959a2128b4595/html5/thumbnails/16.jpg)
![Page 17: Mobile Research, Moment of Truth. Evaluation of an electoral debate in Chile](https://reader033.fdocuments.in/reader033/viewer/2022051110/54c683674a7959a2128b4595/html5/thumbnails/17.jpg)
Diseño de recolección y resultados
PANEL + ENCUESTA ADAPTADA + SMS
CaptaciónD - 1
Encuesta previaD - 1
Encuesta posterior
D
Respuestas “rápidas”N=179
Respuestas “lentas”N=247
TOTAL=426
Participan 1.110, verán el debate 716 (65%) y 681 (62%) desean participar.
461 (67%) tienen Smartphone y 320 (70%) aceptan usarlo en el estudio.
Invitamos por smartphone= 294Invitamos por e-mail= 279
+
![Page 18: Mobile Research, Moment of Truth. Evaluation of an electoral debate in Chile](https://reader033.fdocuments.in/reader033/viewer/2022051110/54c683674a7959a2128b4595/html5/thumbnails/18.jpg)
¿Qué obtuvimos?¿Cuáles fueron las diferencias
encontradas entre ambas candidatas?
![Page 19: Mobile Research, Moment of Truth. Evaluation of an electoral debate in Chile](https://reader033.fdocuments.in/reader033/viewer/2022051110/54c683674a7959a2128b4595/html5/thumbnails/19.jpg)
MENOR TASA DE NS/NC EN MOBILE+
Fuentes: Tribunal Calificador de Elecciones y Wikipedia1- www.tricel.cl/informacioncausas/Tramitacin%20de%20Causas/170-2013%2001.-%20SENTENCIA%20PRESIDENTE%20DE%20LA%20REPUBLICA.pdf2- http://es.wikipedia.org/wiki/Anexo:Encuestas_de_la_elecci%C3%B3n_presidencial_de_Chile_de_2013
Encuesta previa
27
Encuestas pre electorales publicadas2
43
Diferencia real1
23
DIFERENCIA EN MOBILE
21
MEJOR VALIDEZ DEL RESULTADO
MEJOR CALIDADDE RESPUESTA
![Page 20: Mobile Research, Moment of Truth. Evaluation of an electoral debate in Chile](https://reader033.fdocuments.in/reader033/viewer/2022051110/54c683674a7959a2128b4595/html5/thumbnails/20.jpg)
¿Acertamos o no?
MEJOR VALIDEZ DEL RESULTADO
MEJOR CALIDAD DE RESPUESTA
![Page 21: Mobile Research, Moment of Truth. Evaluation of an electoral debate in Chile](https://reader033.fdocuments.in/reader033/viewer/2022051110/54c683674a7959a2128b4595/html5/thumbnails/21.jpg)
Mobile research: Moment of TruthEvaluation of an electoral debate in Chile
ANTONIO J. GÓMEZTNS South Cone Business Units [email protected]
CARLOS OCHOANetquest
Marketing [email protected]