What Would Delighted Participants Mean to the Research Industry?

February 24, 2016

Research ● Guiding Decisions ● Driving Results

Stephenie Gordon@strephking

Mary Aviles@connect4insight

Sandra Bauman@baumanresearch

Jill Donahue@JillEDonahue

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If you applied enlightened hospitality to the research process, could you influence customer delight?

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Nothing matters more than how you make customers FEEL

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Delight inspires Loyalty, Positive Word of Mouth

95% of internet users in Canada had better perceptions of a brand after receiving a “surprise and delight” reward.eMarketer, January 22, 2016

A majority said they went on to share their positive feelings with friends and family. eMarketer, January 22, 2016

82%

82%

82%

82%

86%

86%

90%

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Members of the the MR Supply Chain share a common goal

IMPACT

Corporate Researcher Client

Agency Representatives

Insight Consultants/Market Research Suppliers

Data Collectors

Participants/Respondents

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7-day digital in August 2015

2 focus groups in New Jersey, August 31

Bauman moderated &provided project management

PROJECT DESIGN

SAMPLE

Schlesinger provided recruitment and donated facility time, n = 13

FocusVision donated Revelation platform usage, n = 17

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What DELIGHTS Respondents?

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Service Attributes Inspire These Feelings“She trusted me. I was more than a number.”

Validation, Relief

“He took the time and shared from his own personal experiences.”

Value, Importance

“The way he presented himself, ‘Good evening, sir.’”

Respect

“I was expecting a war and she just took care of it.”

Victory, Accomplishment, Winning

“She remembered me even a couple of days later.”

Authenticity, Uniqueness

“They were fair.” Surprise, Satisfaction

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Respondent Journey

Email with link to pre-screener

Complete pre-screener

Screened in

Follow up screener call

Selection/ confirmation

email

Confirmation/ rescreen call day before

Arrival and additional rescreening at facility

Early bird drawing (sometimes)

Wait in lobby

Participate in group

Walk out (& collect incentive)

Post group chat in the parking lot (sometimes)

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Respondent Journey

Hopeful, curious, anxious

Hopeful, curious, anxious (Will I be selected?)

Disappointed

Hopeful, curious, anxious (Will I be selected?

What did I answer last time?)Annoyed by repeat questions;

feeling distrusted, like someone's trying to trick them

Skepticism as to if it's rigged

Satisfied, still curiousResidual engagement & continued collaboration

Engaged, impactful, involved, entertained,

informed, collaborative. Sometimes annoyed with activities or topic

Curious, anxious (Will I say something stupid?) Unclear about facility staff

vs. moderator roles

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But quant can be: • Lack of “humanity”• Impersonal

But quant can be: • Lonely• Isolating• Impersonal

But quant can be: • No immediate gratification• Not sure I’m contributing

RESPONDENTS

In quantitative research, delivering respondent “delight” can be more challenging.

Which results in a sense of…• Satisfaction at the end

that they did their part, have imparted their unique perspective

They are looking for an EXPERIENCE that is…• Collaborative, gratifying• Fun, entertaining• Learn new information

Respondents want to FEEL…• Like they have an impact• Like their opinion matters• That they have insider

information

“Sometimes I’m confused. I know what my answer is,

but I’m not sure what to check based on the way

it’s worded.”

“Once you put in your answer, then you will be able to see everybody else’s.

That’s a little better.”

“Somebody actually reads my answers? Or is the

computer going to tabulate…Nobody really reads anything, right?”

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Engaged respondents have a better quant experience

Source: SurveyMonkey News Survey, n=18,666

Reason Why Originally Signed Up to Take Surveys on SurveyMonkey Contribute

Preferred Frequency of Email Invitations for Surveys by SurveyMonkey Contribute

Quality of Surveys Taken as Part of SurveyMonkey Contribute

Interested insweepstakes

drawings

Like having myopinion heard

Enjoy takingsurveys

Curious aboutSurveyMonkey

Contribute

Other

16%

24%

36%

15%

9% Moreoften

Amount is about right

Lessoften

30%

64%

6%

24%

42%

31%

3% 1%

Very high qualitySomewhat high qualityAverage qualitySomewhat low qualityVery low quality

66%

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Respondent Persona Experience Goal Courtesy, efficiency, transparency & collaboration

What goals?

What attitude?

Working mother of three grown children. Divorced, but remarried. New grandmother who just returned from the birth of her first grand baby, a girl, in North Carolina. Mid 60s. Huge Rachel Ray fan. Cooks in her free time and runs an eBay business selling collectibles.

• Feels she has a unique perspective & wants to share it• Wants to feel involved, make an impact and be paid to do so• Wants to leave the research experience feeling

satisfied that she's imparted her knowledge• Likes having insider information on products/services that are not on

the market yet• Likes to see the results of her collaboration, instant gratification• Hopes to learn something new either from the topic

or fellow respondents

• She'd like some additional transparency in the market research process/players

• She gets annoyed when she feels like her time is being wasted or not valued

• She's not likely to complain about a bad service experience, but she will rave about a great one

So What Takeaway?

“In here, your opinion matters.”

WANTS HER VOICE HEARD

This persona wants to be heard, that their INDIVIDUAL contribution made some kind of an impact

Danielle Simmerman

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What DELIGHTS Researchers?

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“An Insight Consultant is someone who not only can design a study, but also help me interrupt the results. For that I will pay more because, like L'Oreal, you are worth it. In short, if you understand the customer, their business and their problems and your sole purpose in life is to make their business—smarter, better, faster—you are a value partner.” (CRC)

“Certainly the term ‘Insight’ has been replacing ‘Research.’ I do not like it. Insights are rare and tend to be breakthrough. I am not sure that using ‘Insight’ graduates someone because I know too many clowns using the word.” (CRC)

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How do researchers define DELIGHT?

“I appreciate the camaraderie.”

(IC)

“Different/unique perspective”

(CRC)

“Two heads are better than one”

(CRC)

“Power of a team” (IC)

“Complimentary expertise”

(CRC)

“Open to new ideas”(IC)

“Healthy discussion that improves the project”

(CRC)

“Encourages me to bring new thinking”

(IC)

“Push each other’s thinking”

(CRC)

“Advocates for each other’s work”

(CRC)

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How do researchers define DELIGHT?

Open Mindedness

& Trust

“You’ve got my back and I’ve got yours.”

(CRC)

“You will always be my ‘go to’ for market research because I know I can count

on you.” (CRC)

“You trust me implicitly.”(IC)

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How does a CRC/IC/Agency define DELIGHT?

Open Mindedness

& Trust

“Knows what the project means to me

professionally.”(CRC)

“I felt smarterat the end.”

(CRC)

“Makes me look good.”(CRC)

“Makes me more confident in my

recommendations.”(CRC)

“You brought the results to life with your storytelling.”

(CRC)

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Corporate Researcher Persona Experience Goal Answer the research question(s) with confidence

What goals?

What attitude?

Seasoned professional with 30 years of research experience. Started out his research career on the supplier side, but transitioned to client side eight years ago. Works in financial services. Married 18 years to a compliance officer. 3 kids. Two in college and the last one, his baby girl, in high school. Active in his free time, likes to kayak and ice fish. Huge Green Bay Packers fan.

• Wants to answer the research question on time and on budget• Wants the results of the project to garner attention within his

organization, prompting more research projects• Loves when an outside source, like a financial analyst or media outlet

cited his research• Wants inroads into other internal clients he's not worked with before• Seeks to discover something new or unexpected• Longs to see evidence that the findings were acted upon• Picks research partners who collaborate thoughtfully, who encourage

new thinking

• Thinks that happy respondents are more engaged and thus supplier deeper insights

• Risks his professional reputation every time he signs on a supplier• Believes the best relationships are founded on trust in each other

to do their best work

So What Takeaway?

“I want to feel smarter at the end”

This persona wants professional proof that their work has made an impact on their business

Leo Marley

FOCUSED ON THE OUTCOME

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Insight Consultant Persona Experience Goal Make their client look good, acquire new knowledge

What goals?

What attitude?

Market researcher with 25 years in the industry. Spent all but the last three as a consultant, joined an agency 3 years ago. Experienced in both qualitative and quantitative methodologies. A skilled moderator, she can put anyone at ease. She's a combination of business sense, know how and intellect. Married, no children. Loyal Netflix binger, avid reader, loves biographies and non-fiction. Hates grocery shopping.

• Wants her clients to be so happy that they ask her do more work for them

• Loves when someone she's never heard of inquires based on what they'd heard/seen of her work

• Likes to see the immediate research phase move seamlessly into the next phase

• Likes seeing the results of her work out in the world (e.g., on the grocery store shelf)

• Is delighted when she hears the CEO rattle off verbatims or refer to a respondent by name months after the research concludes

• Wants to use her expertise and be valued for pushing the thinking

• Loves being part of a productive team• Wants to feel trusted, not micromanaged

So What Takeaway?

“We are a feedback loop for people to give input to

companies that affect their lives.”

This persona wants repeat business and word-of-mouth referrals

Lillian Mars

SEEKING TO UNDERSTAND WHY

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So, how do you applyenlightened hospitality to the research process, in order to influence customer delight?

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“People will forget what you said, people will forget what you did, but people will never forget how you made them feel.” - Maya Angelou

QUALITATIVE:• Fewer screener steps• Clearer communication• Explain/acknowledge repetition• Clearly label staff & guest roles• Train staff & moderators on hand offs• More productive wait time• Immediate & longer term follow up• “Meet the researcher”

QUANTITATIVE:• Response categories & lexicon• Collaboration (w/moderator & each other)• Visually interesting/engaging• Open end conclusion• Opt in follow up (reciprocate their

investment)

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Crowdsourcing

Embed (iM)pact one-on-ones into a survey to immediately chat with a respondent

Engaging respondents through collaboration in quantitative

Embed the ability to record video responses into survey open ends

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“We have to be friends before we can date.” - Edwin Roman, ESPN

CORPORATE RESEARCHERS:• Identify the skill gaps you’re trying to fill• Be transparent about expectations and

timelines• Be open to PURPOSEFUL new

methodologies and technologies (shared risk)

• Take a stake in participant engagement• Reach out with follow on requests• Provide candid feedback (proposals &

results)• Share the love

INSIGHT CONSULTANTS:• Use proposal to educate/expose• Develop and share resources• Provide mini-debriefs (asynchronous)• Deliver results for consumption, sharing• Continue to be a resource, even after results• Show you’re invested long after result

(share valuable material when you see it, progress check in)

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Speak to the motivations of each group for success

LEARNINGEXPERTISE

IMPACT

Corporate Researcher Client

Agency Representatives

Insight Consultants/Market Research Suppliers

Data Collectors

Participants/Respondents

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So What?Improved data quality?Greater participation?Stronger partnerships?Engaged respondents?LOYALTY

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ThankYou

A very special thank you to all our CRC, IC and Agency participants who were very industrious for the small payoff, Starbuck’s card…it really does take a village!

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contact

Stephenie Gordon@strephking

Mary Aviles@connect4insight

Sandra Bauman@baumanresearch

Jill Donahue@JillEDonahue

www.baumanresearch.com 201-444-6894