mobile micro-surveys: an approach to young people in...
TRANSCRIPT
Mobile Micro-Surveys: an Approach to Engage, Understand, and Converse withYoung People in Emerging Markets
“These emerging research methods are no longer
deemed emerging. They’ve truly broken into the
mainstream.”
Adoption of Emerging Market Research MethodsUser Base Statistics
1
-3% -2% -1%
1% 1%
2% 3% 3% 3% 3% 3%
5% 5% 5% 5%
6% 6% 6%
9% 10%
11%
VirtualEnvironments/VRBiometricResponse
CrowdsourcingResearchGamification
InternetofThingsEyeTracking
OnlineCommunitiesMobileEthnography
BehavioralEconomicsModelsNeuromarketing
WearablesBasedResearchSocialMediaAnalytic
MobileQualitativePredictionMarkets
Sensory/Usage/TelemetryDataTextAnalytics
BigDataAnalyticsFacialAnalysis
Webcam-BasedInterviewsMicro-SurveysMobileSurveys
January2017%Chg.from2014
Source: 17Q2GreenBookResearchIndustryTrends(GRIT)Report
Happi’s Key Differentiators 1. Recruitpaneliststhroughselectedaffinitygroupstotarget
specificsegments.
2. 5-question surveys: 1 minute act, 30 times a month
3. Rewards: dopamine and oxytocin hits for fast, free, easy
acts.
4. Highly personalized questions, prizes, and activations
5. Social proof
6. Regional coverage with localized profiling
7. Combines insights with engagement, sampling & activation
8. Acts as a filter and gateway to deeper studies
9. Also serves as a recruitment / employer branding platform
MMS –Methodology
Respondent Interface
/
Select Your Cause Choose Your Prize Answer 5 Questions Thankyou&Confirmation Winners List Engagement /Activation
The Happi Difference
Traditional Surveys Happi
30 minutes +
50% profiling questions
Stationary
Static
Uni-directional
Insights only
Drive-by surveys
Responder feels controlled & unengaged
1 minute (30 times a month)
Only relevant questions
Mobile
Time / location sensitive
Interactive
Insights, activation, sampling & recruitment
Daily conversations
User feels in control & completely engaged
Example Overview
Situation:Google is the preferred employer amongst computer science students, but Google wants a diverse idea pool and wishes to attract candidates of many backgrounds.
Hypothesis:Google’s employer brand is extremely strong. So strong, it might scare some candidates away – “Imposter Syndrome.” Some of those people are exactly the types Google wants – Purple Unicorns. Purple Unicorns won’t approach Google directly, so must draw them in
Method:Use Happi to ask up to 240 questions to over 1,500 students on 20 campuses and 2 countries. Conceal Google’s brand to avoid “interview answers” and possible resentment and future interview avoidance by those not selected.
Objective:Validate above hypothesis and send a personal invitation to the identified Purple Unicorns for a priority interview with Google HR.
Google: Validate Assumptions & Find “Purple Unicorns”
Case Studies
Example
8
The Results
• In Singapore and Manila, more students chose Google than the next 9 employers combined.
• Employer brand strength confirmed
1.71%
1.74%
1.94%
2.57%
3.11%
3.97%
5.60%
5.60%
6.84%
9.49%
55.57%
0.0% 10.0% 20.0% 30.0% 40.0% 50.0% 60.0%
PwC(PricewaterhouseCoopers)
KPMG
Deloitte
Ernst&Young(EY)
Others
ChangiAirportGroup
Apple
SingaporeAirlines
J.P.Morgan
WaltDisneyCompany
0.0% 20.0% 40.0% 60.0% 80.0%
ShellIntel
ABS-CBNAyalaLand
AyalaCorporationMicrosoftSamsung
SanMiguelCorporationOthersNestleGoogle
717
122
88
72
72
51
40
35
33
23
22
84565616058564739361815
Which company would you most like to work for?Singapore
Manila
#ofResponses
#ofResponses
Example
Of those who selected Google as their preferred employer, only
65.7% intended to apply
Are you likely to apply for a job with Google?
0.0%
10.0%
20.0%
30.0%
40.0%
50.0%
60.0%
70.0%
Yes Maybe No
#ofResponses
Yes 295Maybe 110No 44
Imposter Syndrome Confirmed
RESULTS:
• Lack of confidence major factor in reluctance to interview
Example
I’ve turned down opportunities in the past because I didn’t believe I could live up to the challenge they offered.
I feel I don’t have much to be proud of.
0.0% 10.0% 20.0% 30.0% 40.0% 50.0% 60.0%
Maybe
Disagree
Agree#of
ResponsesAgree 184
Disagree 103Maybe 48
0.0% 10.0% 20.0% 30.0% 40.0% 50.0%
Maybe
Disagree
Agree#of
ResponsesAgree 146
Disagree 98Maybe 78
• After four days of surveying and then the analysis, Google identified 27 students who meet the Purple Unicorn profile.
• These students will receive via the Happi app invitations to apply for a personal interview with Google HR.
• Google will next roll this program out to Japan, China and India
• Google learned more about how this generation of students perceive themselves, the relationships they want to have with employers and teams, how they want to contribute and make their mark in life, and their perception of Google. Google also validated a tool and profiling strategy to repeatedly find and engage with Purple Unicorns.
Example
Google Found 27 Purple Unicorns and Much More…Results
DOVE EXAMPLE
15 questions 2 countries, 6406 responses
2 days
The Research
QUICK EXAMPLE: PLACE ANALYSIS
ClientNew Beer Brand
ObjectiveDetermine preferred place of consumption
InsightMany youth like the low alcohol & sweet taste, but no good for image, so prefer to drink at home or friend’s home
Great Minds Think Alike…
1. Go ‘mobile first’ in designing studies
2. Make surveys short around 5-10 minutes
3. Design the survey like game designer, marketer or UI expert
4. Provide rewards to respondents in the way they want
5. Engage your brand and relationships with respondents
GreenBook’s 5 Recommendations
SourceGRITReport2017Q-1Q2,GreenBookResearchIndustry
