Social Desirability Effects in Market Research Effectiveness
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Transcript of Social Desirability Effects in Market Research Effectiveness
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Return to Table of Contents
SOCIAL DESIRABILITY EFFECTS IN MARKET
RESEARCH EFFECTIVENESS
9.19.2016
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MEETTHE
TEAMA BIT OF CONTEXT
THE PREDICTIVE VALUE OF SOCIAL
CASE STUDIE
SCONCLUSIO
NS AND NEXT STEPS
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MEETTHE
TEAM
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MEET THE TEAM
KELLEY STERNHAGEN
Director, Analytics W2O Group
SETH DUNCANChief Analytics Officer, W2O
Group
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A BIT OF CONTEXT
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THE ALLURE OF DIGITAL AND SOCIAL DATA
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ADDRESSING THE REPRESENTATIVENESS OF SOCIAL MEDIA
While social is not
representative of the
population, the population is represented
on social
of people in developed
markets have active accounts on their country’s
most popular social platform (We Are Social)
of Americans 65+ report using social media on a regular basis
Social media provides insight into younger audiences,
which have been more difficult to understand in
the past
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ADDRESSING THE REPRESENTATIVENESS OF SOCIAL MEDIA
While social is not
representative of the
population, the population is represented
on social
of people in developed
markets have active accounts on their country’s
most popular social platform (We Are Social)
of Americans 65+ report using social media on a regular basis
Social media provides insight into younger audiences,
which have been more difficult to understand in
the past
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ADDRESSING THE REPRESENTATIVENESS OF SOCIAL MEDIA
While social is not
representative of the
population, the population is represented
on social
of people in developed
markets have active accounts on their country’s
most popular social platform (We Are Social)
of Americans 65+ report using social media on a regular basis
Social media provides insight into younger audiences,
which have been more difficult to understand in
the past
![Page 10: Social Desirability Effects in Market Research Effectiveness](https://reader036.fdocuments.in/reader036/viewer/2022081520/587982c31a28ab6c358b5d31/html5/thumbnails/10.jpg)
ADDRESSING THE REPRESENTATIVENESS OF SOCIAL MEDIA
While social is not
representative of the
population, the population is represented
on social
of people in developed
markets have active accounts on their country’s
most popular social platform (We Are Social)
of Americans 65+ report using social media on a regular basis
Social media provides insight into younger audiences,
which have been more difficult to understand in
the past
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ADDRESSING THE REPRESENTATIVENESS OF SOCIAL MEDIA
While social is not
representative of the
population, the population is represented
on social
of people in developed
markets have active accounts on their country’s
most popular social platform (We Are Social)
of Americans 65+ report using social media on a regular basis
Social media provides insight into younger audiences,
which have been more difficult to understand in
the past
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PEOPLE POST A RANGE OF POSITIVE & NEGATIVE EXPERIENCES ONLINE
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SOCIAL MEASUREMENT CAN LACK ACTIONABILITY FOR MARKETERS
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ONLY A SMALL NUMBER OF PEOPLE POST CONTENT ONLINE
1% CREATE CONTENT
9% SHARE AND
REPACKAGE90% LISTEN AND LEARN
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ONLY A SMALL NUMBER OF PEOPLE POST CONTENT ONLINE
1% CREATE CONTENT
9% SHARE AND
REPACKAGE90% LISTEN AND LEARN
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ONLY A SMALL NUMBER OF PEOPLE POST CONTENT ONLINE
1% CREATE CONTENT
9% SHARE AND
REPACKAGE90% LISTEN AND LEARN
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ONLY A SMALL NUMBER OF PEOPLE POST CONTENT ONLINE
1% CREATE CONTENT
9% SHARE AND
REPACKAGE90% LISTEN AND LEARN
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LEVERAGING DIGITAL BEHAVIORAL TRACES IN ADDITION TO CONVERSATION
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LEVERAGING DIGITAL BEHAVIORAL TRACES IN ADDITION TO CONVERSATION
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LEVERAGING DIGITAL BEHAVIORAL TRACES IN ADDITION TO CONVERSATION
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THE PREDICTIVE VALUE OF SOCIAL
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SOCIAL AND DIGITAL DATA IS SOMEWHAT PREDICTIVE OF…
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SOCIAL AND DIGITAL DATA IS SOMEWHAT PREDICTIVE OF…
BOX OFFICE RECEIPTS
(Asur & Huberman, 2010; Noseworthy,
2013; Panaligan & Chen, 2013)
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SOCIAL AND DIGITAL DATA IS SOMEWHAT PREDICTIVE OF…
ELECTORAL OUTCOMES
(DiGrazia et. al., 2013; Maldonado & Sierra, 2016;
O’Connor et. al., 2010; Tumasjan et. al., 2010)
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SOCIAL AND DIGITAL DATA IS SOMEWHAT PREDICTIVE OF…
INFLUENZA OUTBREAKS
(Ginsberg & Mohebbi, 2009)
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SOCIAL AND DIGITAL DATA IS SOMEWHAT PREDICTIVE OF…
ECONOMIC INDICES
(Choi & Varian, 2012)
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SOCIAL DESIRABILITY MEANS DIGITAL AND SOCIAL DATA MAY PROVIDE ADDITIONAL VALUE FOR YOUNGER AUDIENCES
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SOCIAL DESIRABILITY MEANS DIGITAL AND SOCIAL DATA MAY PROVIDE ADDITIONAL VALUE FOR YOUNGER AUDIENCES
Young & McCoy, 2015
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SOCIAL DESIRABILITY MEANS DIGITAL AND SOCIAL DATA MAY PROVIDE ADDITIONAL VALUE FOR YOUNGER AUDIENCES
Pearson, Henryks & Jones, 2011
Young & McCoy, 2015
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SOCIAL DESIRABILITY MEANS DIGITAL AND SOCIAL DATA MAY PROVIDE ADDITIONAL VALUE FOR YOUNGER AUDIENCES
Pearson, Henryks & Jones, 2011
Reifman, Klein & Murphy, 1989Visser & Krosnick, 1998Tesch, 1983
Young & McCoy, 2015
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CASE STUDIE
S
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CASE STUDY #1: AGE EFFECTS IN PREDICTIONS FOR BOX OFFICE SALES
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ABOUT THE STUDY
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ABOUT THE STUDY
GOALS
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ABOUT THE STUDY
SAMPLE
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ABOUT THE STUDY
INDEPENDENT
VARIABLES
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ABOUT THE STUDY
DEPENDENT
VARIABLES
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ABOUT THE STUDY
ANALYSIS
TECHNIQUES
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PREDICTIVE VALUE OF SOCIAL AND DIGITAL METRICS ACROSS MOVIE-GOING AGE BANDS
Digital is a better predictor of purchase behavior among those 18-44
13 - 17 18 - 24 25 - 34 35 - 44 45 - 54
39%28% 28% 35%
54%
37% 55% 49% 41%19% Digital Metrics
Non-Digital Metrics
PRED
ICTI
VE (R
2) C
ONTR
IBUT
ION
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CASE STUDY #2: AGE EFFECTS IN PREDICTIONS FOR AUTOMOTIVE
SALES
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ABOUT THE STUDY
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ABOUT THE STUDY
GOALS
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ABOUT THE STUDY
SAMPLE
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ABOUT THE STUDY
INDEPENDENT
VARIABLES
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ABOUT THE STUDY
DEPENDENT
VARIABLES
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ABOUT THE STUDY
ANALYSIS
TECHNIQUES
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PREDICTIVE VALUES FOR HIGH PRICE AUTOMOBILESLower predictive value for intent to purchase among younger audiences
suggests aspirational responses
18 - 24 25 - 34 35 - 44 45 - 54 55 - 64
27% 24% 25%38% 36%
10% 13% 14%
14% 15%14% 12% 13%
15% 15%
Behavioral Metrics
Survey (Intent)
PRED
ICTI
VE (R
2) C
ONTR
IBUT
ION
Conversational Metrics
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PREDICTIVE VALUES FOR MID-PRICED AUTOMOBILES
18 - 24 25 - 34 35 - 44 45 - 54 55 - 64
12% 18% 22% 19% 19%
30%32% 30% 30% 31%
52%45% 43% 45% 45%
Survey (Intent)
PRED
ICTI
VE (R
2) C
ONTR
IBUT
ION
Digital and social signals far exceed prediction values for self-reported intent
Behavioral Metrics
Conversational Metrics
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PREDICTIVE VALUES FOR LOW-PRICED AUTOMOBILESResults suggest those with more financial
flexibility could be exhibiting self-monitoring around intent to make fiscally responsible
choice
18 - 24 25 - 34 35 - 44 45 - 54 55 - 64
37% 31% 26% 26% 26%
51% 65% 71% 71% 70% Digital & Social Metrics
Survey (Intent)
PRED
ICTI
VE (R
2) C
ONTR
IBUT
ION
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CONCLUSIONS AND
NEXT STEPS
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SITUATIONS WHERE SELF-MONITORING
IS LIKELY
BRANDS THAT FALL INTO LOWER PRICE
TIERS
SITUATIONS WHERE DIGITAL AND SOCIAL CAN ADD ADDITIONAL PREDICTIVE VALUE
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THANK YOU