Poking Insights
-
Upload
kindle-research -
Category
Technology
-
view
407 -
download
1
Transcript of Poking Insights
Page 1 | Brighton Digital Marketing Festival: Poking insights | September 2011
Poking Insights
Brighton Digital Marketing FestivalPaul Hutchings
Page 2 | Brighton Digital Marketing Festival: Poking insights | September 2011
How solid is your market research?
• The fluff
• The good stuff
• Doing it yoursuff
Page 3 | Brighton Digital Marketing Festival: Poking insights | September 2011
The fluff
http://www.flickr.com/photos/valeriebb/190483829/
Page 4 | Brighton Digital Marketing Festival: Poking insights | September 2011
A lack of balance and objectivity
http://www.express.co.uk/phonepolls/
Page 5 | Brighton Digital Marketing Festival: Poking insights | September 2011
Inflammatory infographics
http://mashable.com/2011/05/09/sitting-down-infographic/
Correlation
IS NOT
Causation
Page 6 | Brighton Digital Marketing Festival: Poking insights | September 2011
PR surveys
Travelodge survey: “Over a quarter of British workers lie about their weekend activities in order to impress work colleagues.”
http://www.flickr.com/photos/darinmarshall/140754133/
Page 7 | Brighton Digital Marketing Festival: Poking insights | September 2011
Guessing at the reasons why
“A highly experienced and trained writer, psychologist, broadcaster, lecturer and consultant to the PR/advertising field.”
‘Weekendvy’
‘To look cool and sexy’
‘Not acknowledging our essential loneliness and isolation’
Page 8 | Brighton Digital Marketing Festival: Poking insights | September 2011
Asking ‘why’ is a ‘qualitative’ task
http://www.flickr.com/photos/mikecogh/5964322318/
• Based on smaller, unstructured conversations or observations
• Analysing the underlying (unarticulated) motivations and attitudes
• Depends on the interpretation of the researcher
Harder to judge the accuracy of ‘why’ answers
Page 9 | Brighton Digital Marketing Festival: Poking insights | September 2011
Where it all goes wrong
Do they have research expertise?
TV or soap operas?
Can they spell?
On average, people have less than 2 legs
Everyone or those on facebook?
Using or open?
3000 who?
This accurate?The less than 3 and the more than 4?
http://www.expansys.com/blog/?p=1129
Page 10 | Brighton Digital Marketing Festival: Poking insights | September 2011
The good stuff
http://www.flickr.com/photos/spacemanbob/2667831677/
Page 11 | Brighton Digital Marketing Festival: Poking insights | September 2011
Free data from the Govt
http://www.ons.gov.uk/
• Big website with MASSES of data
• Robust methodologies
• A lot of ‘tracking’ data over time
• Site is not very user-friendly
Page 12 | Brighton Digital Marketing Festival: Poking insights | September 2011
Digital research specialists
Page 13 | Brighton Digital Marketing Festival: Poking insights | September 2011
Established market research agencies
• Robust methodologies
• Publish a lot for free
• Used as hooks for their paid services
http://www.ipsos-mori.com/researchpublications.aspx
Page 14 | Brighton Digital Marketing Festival: Poking insights | September 2011
Behavioural data
In the midst of the riots…
• How many?
• Only the last 24 hours
• Who is buying them?
• And why?
BUT:
Page 15 | Brighton Digital Marketing Festival: Poking insights | September 2011
(The right) listening tool• All perform differently:
• Coverage of media and country
• Identifying location
• Volume and de-duplication
• Speed of collection
• Sentiment analysis is still poor
• Best for identifying:
• Sources of conversation
• Spikes/ topics for further research
• How to engage http://www.flickr.com/photos/zemlinki/226157028
Page 16 | Brighton Digital Marketing Festival: Poking insights | September 2011
Faithful infographics
http://www.informationisbeautiful.net/2010/the-bbc-o-gram/
• Tell a great story easily
• Go viral
VS
• Can be simplistic
• Take a long time to create
Page 17 | Brighton Digital Marketing Festival: Poking insights | September 2011
Do it yoursuff
http://www.flickr.com/photos/bikeman04/332048383
Page 18 | Brighton Digital Marketing Festival: Poking insights | September 2011
Think about the tool
• Impact on your brand?
• Question type and analysis requirements
• Many other tools out there: Limesurvey, Zoomerang, Survey Gizmo, Confirmit
Page 19 | Brighton Digital Marketing Festival: Poking insights | September 2011
The science of sampling
Sampling is used to find out what percentage of a cat is teeth. You poke a cat at random with a pin, and record the number of times you hit teeth, and the number of times you
hit something else.
Most people find it’s about 100% teeth, after a few samples.
Page 20 | Brighton Digital Marketing Festival: Poking insights | September 2011
Accuracy is about ‘who’ not how many
Literary Digest
1936, USA Presidential Election: Landon vs Roosevelt….
Predicted Landon Predicted Roosevelt
Gallop
18 million questionnaires2 million replies
Nationally representativeSample of 1,000 Voters
Page 21 | Brighton Digital Marketing Festival: Poking insights | September 2011
Unbiased and clear questions
Page 22 | Brighton Digital Marketing Festival: Poking insights | September 2011
And keep questionnaires to 10 mins