maximiser l'engagement des participants à l'aide d'outils...
TRANSCRIPT
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Maximiser l'engagement des participants à l'aide d'outils de rich media
Bernie Malinoff
Senior Vice President
Angus Reid Strategies Montréal
17 octobre 2007
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Maximiser l'engagement des participants à l'aided'outils de rich media (45 mins)
• Evolution of an Industry
• Methodology / Hypothesis
• Respondent Engagement
• Data Quality
• Conclusions
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For decades, Marketing Research has Depended on the“Golden Window”
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Research - Response and Refusal Rates
Source: MRIA/ARIMSource: MRIA/ARIM
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Traditional Phone/In-Person Surveys:Increasing Difficulties
Representativeness on the Decline• Declining Phone Response Rates• Caller ID & Do-Not-Call Lists• Approx. 10% now Cellphone-Only
Quality of Engagement on the Decline• Capturing Attention & Time• Discussing & Assessing Complex Issues
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Leveraging The Medium?
ThenThen NowNow
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So, who took the “marketing” out of Marketing Research?
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Survey Definition
Flat
– Traditional online survey approach with radio buttons and text boxes
Fusion
– Rich Media techniques
– Flash programming
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“Flat” vs. “Fusion”
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Traditional Method – Flat Survey
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Interactive Method – Fusion Survey
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Methodology
• Online Data Collection
• Samples Sources
– Canada = Angus Reid Forum
– US, UK, France & Australia = ResearchNow
• Respondent Qualification
– Flash application, standard demo quotas
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AUSFRAUKUSCAN
TOTAL
Fusion
Flat
237242230526520
240299218533560
1,0591,080 541448 477
• Total of 3,605 interviews
• Three continents / Five countries
– Canada, USA, UK, France, Australia
• Two languages (English and French)
Robust Sample Design
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Hypotheses
• Elevated Respondent Engagement
• Higher Response Rates
• Better Quality Data for Scale Questions
• Consistent Data for Behavioral Questions
• Ability to Collect Data in New Ways
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Respondent Engagement
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Survey … Globally
8.8
8.3 8.2
8.7
7.9
7.4
Easy to
complete
Fun to
complete
More enjoyable
than most
Fusion
Fusion
Flat
Flat
Fusion
Fusion
Flat
Flat
Fusion
Fusion
Flat
Flat
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Survey - Québec
8.78.5
7.8
8.5
8.1
7.1
Easy to
complete
Fun to
complete
More enjoyable
than most
Fusion
Fusion
Flat
Flat
Fusion
Fusion
Flat
Flat
Fusion
Fusion
FlatFlat
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Engagement Lift – Global Results
67%
49% 49%
32%Fusion
Flat
More likely to take part in online surveys
More likely to take part in online surveys
No change from my current participation
No change from my current participation
Engagement Lift
+18 pts
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Engagement Lift … Québec
59%
40% 58%
40%Fusion
Flat
More likely to take part in online surveys
More likely to take part in online surveys
No change from my current participation
No change from my current participation
Engagement Lift
+19 pts
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AUSFRAUKUSCAN
Diff
Fusion
Flat
67%67%77%72%90%
87%76%89%89%96%
-17%-6% -9%-12% -20%
Countries with lower Internet and broadband Countries with lower Internet and broadband penetration experience greater decreases in penetration experience greater decreases in
Completion Rates.Completion Rates.
# completes surveys / # invited panelists # completes surveys / # invited panelists
Differences in Completion Rates
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Response Rate Considerations
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Data Quality
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Quality Data - Scales
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Better Quality Data - Scales
• Greater Use of 5 pt Agree/Disagree Scale
• Standard Deviation & F-Scores are Greater
• Fewer Neutral Responses
• Fewer Respondents “Flat Lining” Answers
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7 times Less “Flat Lining”
• Flat Lining
– Providing the same answer category for each
of ten attitudinal statements
– Attempt to minimize phenomenon via varied
attitudinal statements
• Flat 1.4% of respondents
• Fusion 0.2% of respondents
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Data Quality - Behavioural
Behavioral Data same for Flat or Fusion Survey
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Data Quality - Behavioural
Behavioral Data largely the same for Flat or
Fusion Survey but question design important
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Visuals Can Affect Responses
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Visual Map Changed Perceptions…
• ….of the home country contribution to Greenhouse gases
• UK - respondents choosing Europe
– Flat 17% → Fusion 8%
• France - respondents choosing Europe
– Flat 24% → Fusion 4%
• Australia - respondents choosing Aus/NZ
– Flat 26% → Fusion 10%
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Virtual HighlighterVirtual Highlighter Heat MapHeat Map
Collect Data in New Ways
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Collect data in new ways
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Collect data in new ways
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Collect data in new ways
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Collect data in new ways
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Collect data in new ways
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Collect data in new ways
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Conclusions
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Conclusions
• Higher Respondent Engagement
• Caution Re: Technology Influence
• Better Variability in Scale Data
• Behavioral Data Same; Watch Design
• New, exciting ways to collect data
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Questions for Consideration …
1. Research is another customer touchpoint. Isn’t it time to align the creativity of Advertising Agencies and Marketers with those of Researchers?
2. What industry R&D and subsequent standards will be considered to secure the long term health of the Online medium for Research?
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Merci
Bernie Malinoff
Senior Vice President
Angus Reid Strategies Montréal