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The Moment of Truth: Why We’re Putting Mobile First [VIDEO]

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With the latest GRIT Report revealing mobile within the top five emerging methodologies, and with clients reporting that a vast majority of their 2014 budgets will go toward mobile, it’s critical to get in touch with the underlying trends in the field. uSamp’s SVP of Mobile Business Solutions shares the latest and greatest findings of the hottest mode of research on the market.Wilding-Brown speaks to the advantages of mobile including rich media features, contextual analysis and cost and time savings. Find out why this “moment of truth” is game-changing:

[As featured on the Research Business Daily Report, December 9, 2013]

December 9th, 2013

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Mobile Solutions II: Why User Experience is the Key to Quality

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by Matt Dusig, Co-founder & CEO

uSamp Mobile

With smartphone adoption at an all time high, more and more people are checking personal email on their phone. So when a survey invitation email comes to your mobile inbox, shouldn’t the experience be mobile friendly? You’d think so. Why haven’t all the major survey-scripting platforms made it simpler to author a survey that is automatically formatted for mobile?

 

To find out, I took the liberty of visiting 10 survey panel websites using my iPhone. In order to better understand the experience of taking surveys, I looked specifically at the following criteria:

  • Navigation
  • Overlapping text
  • Ability to view graphics
  • Landscape vs. Portrait view
  • Use of scales

Most experiences were weak and frustrating, not to mention bad for the market research industry as a whole. Poor design has a direct impact on data quality and response rate. The more work a survey respondent has to do (beyond just answering the questions), the higher the likelihood of burnout.

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August 1st, 2012

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Best Practices in Panel Management: Incentives

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by Adam Sowers, Specialty Panel Manager, uSamp

The other week, I found myself agreeing to take a survey – after all I am in the business, and thought for good karma, I’d pay it back. The invitation stated that I could earn some pocket change for ten minutes of my time. Twenty minutes later, I was escorted to an over-quota page. With my head in my non-clicking hand, I closed my browser. I felt duped and wanted those lost minutes of my life back. Unfortunately, there are no reward options for regaining lost time – I’ve checked.

Unpleasant experiences like this contribute to panel burn. Jaded respondents don’t want to interact with your brand if they are left feeling unsatisfied, unhappy, or worse – betrayed. Establishing accurate expectations is the first, and most obvious, step to help reduce panel burn. I would like to share with you a few additional fundamental practices that should be instituted to maximize panelist retention.

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June 21st, 2012

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Quirks Article: Data Privacy and Social Media

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by Dinaz Kachhi, Manager of Research Insights, uSamp

The following article originally appeared in Quirk’s June 2012 Newsletter.

“It was terribly dangerous to let your thoughts wander when you were in any public place or within range of a telescreen.” – George Orwell, 1984

We may be nearly 30 years past Orwell’s apocalypse but we are closer than ever to his Big Brother predictions. While readers may have once shuddered to think that the walls of privacy might crumble to reveal private thoughts publicly, the above quote seems but a mundane observation in an age where status updates and hashtags make public what was once private – or at least confined to a tight-knit circle. Security concerns are becoming more pronounced, as more and more people engage in social networks and as data breaches force them to think and interact differently.

The topic of privacy is especially important in the world of survey research. Our industry is built on the premise of getting inside people’s minds. We pride ourselves on being able to tap in to the private and make it public for market consumption. We are not only trying to gauge perceptions but also to understand how demographics impact online interactions.

To that end, uSamp conducted a study on social media usage across three groups (U.S. and U.K. general population and Hispanics) to compare, contrast and better understand of how social media usage and willingness to share information varies across and within these groups. The studies were completed over the course of six months. The U.S. and U.K. studies were conducted with 600 respondents each and the Hispanic study was conducted with n of 650, all drawn from uSamp’s online panel. The sample was controlled for age and gender.

The results outlined variation in usage of social media platforms by these groups, along with differences in measures taken to control privacy. Additionally, there were distinct trends in the types of activities performed and willingness to share information on social networks, demonstrating different patterns for each group.

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June 13th, 2012

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Survey Respondents Are People: Let’s Start Treating Them That Way

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by Ben Leet, Sales Director, uSamp

I recently attended the MRS annual conference in London, and as usual it was an inspiring and thought provoking event. Of the papers or presentations that I was lucky enough to watch, very few were based on self-promotion and instead focused on what we as an industry can do to improve our craft. Topics ranged from gamification to NLP (neuro-linguistic programming), case studies on new or innovative methodologies, and of course, the odd interesting debate.

One thing struck me as distinctly lacking from any topic, and that is a very simple principle that uSamp has held for a long time – survey respondents are also people. People have a life outside of sitting on their computers / iPads / iPhones and taking online surveys. I really feel that the industry is losing sight of this. Maybe because there is no telephone or face-to-face contact with the respondent. Maybe because the appeal of mobile surveying has eclipsed attention to panelist experience (mobile does not mean that respondents are impervious to the invasiveness of answering questions that are poorly formatted to the medium). Maybe because we, as an online panel industry refer to our people as “assets”, “sources”, “panelists”, “traffic.” Whatever the reason, I’m calling on us as an industry to re-focus.

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April 18th, 2012

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INFOGRAPHIC: Hispanic Social Media Habits and Privacy Concerns Study

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Hispanics embrace social media such as Facebook, YouTube and Google+ more than the general population. But when it comes to sharing personal information about themselves, Hispanics are more cautious, according to survey results announced today.

uSamp, a leader in providing targeted audiences for global consumer insights, engaged 650 members from its newly inaugurated Hispanic panel, SúperOpinión.com, to survey participants on their attitudes toward social media compared to the general population. Here are the findings:

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April 11th, 2012

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Understanding Acculturation & The Hispanic Market

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by Vivian Acosta, Sr. Manager, Multicultural Insights, uSamp

In a previous post, Gregg Lavin introduced uSamp’s Hispanic Panel. A large part of getting access to the Hispanic market is tapping into the multiple segments. One can get very granular in segmenting the market by country of origin, but understanding acculturation level is critical. Why? Acculturation has a large impact on behaviors and needs which directly translate into specific purchasing behaviors and brand awareness.

It is important to understand and clearly define the unacculturated Hispanic segment because their consumer needs and behaviors are markedly different than the acculturated segment. Acculturated Hispanics have adopted the culture, and they are more likely to demonstrate consumer behavior, which is similiar to the general market. Conversely, the unacculturated population is comprised of those who have not relinquished the behaviors, attitudes, and traditions of their origin and as such demonstrate different behaviors, which brands certainly need to decipher. Simply put, when brands fail to segment the Hispanic market in this manner, they often fall short in their marketing and product development ventures.

How can market researchers better understand this complex and diverse audience? It is essential to gain expertise in this market, invest in tapping new, unique sources, in order to help clients glean the business insights that have been out of grasp for far too long.

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April 9th, 2012

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Product Review: Google’s Consumer Surveys from a Market Research Perspective

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by Matt Dusig, Co-Founder & CEO and Daniel Ross, SVP of Product & Technology, uSamp

When Google launches something new, it’s always a big deal-no matter how big or small. Within a matter of minutes, blogs are abuzz with speculation (“What is Google Up To?“). Spectators are overrun with whirlwind of emotions: excitement, fear, resentment, and praise for the powerhouse. Its latest innovation (or disruption-depending on which way you read it), Consumer Surveys, is not a surprising move for the company that holds the key to what Leonard Murphy identifies as the “ ‘Big Data’ aspect.” No doubt, Google has made its way into nearly every aspect of Internet life, and this move into the market research industry brings good visibility to on-demand SaaS insights. But if they want to be a true player in this space, there are a few key considerations to keep in mind.

  • Google’s primary focus is to monetize premium content for publishers. In this vein, the solution is more polling than full surveying capabilities.
  • Pricing is somewhat elusive. For demo targeting, it’s $.50 per response. But they don’t clearly tell you that a response is a single question. A 20 question survey with a screener or demo targeting will be a $10 CPI.
  • Analysis of the relationship between survey questions is difficult and sometimes not even possible because of the question number limitation. Each person only answers 1 of the 20, and Google aggregates the data, which makes deep analysis harder.
  • Targeting is limited to just age, gender and census region.
  • Timeliness constraints such as completing the survey in a timely manner, publisher inventory at the time and competition with other surveys.

Their solution lacks many features that brands, insight directors and market research professionals would need and expect. But as we know, Google usually launches skeleton applications and builds upon them based on client feedback. And there are two elephants in the room  – one which plays to their advantage: mobile (Android and the world of apps); and one which is potentially a bumpy road: data mining and privacy concerns.

Daniel Ross, SVP of Product and Technology at uSamp decided to take Google’s Consumer Survey insights program for a test drive. The following deconstructs the insights program from survey set-up to pricing to analysis. Ross researches a general population of individuals in the US that have gone on a cruise at least once in the past year. The sample size for this study is N=200.

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April 4th, 2012

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Understanding the Purchasing Power of the Unacculturated Hispanic Market

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by Gregg Lavin, Co-Founder & President, uSamp

One of the most fascinating things about working in Market Research is that the audience is continuously changing. One of the traits of a successful market researcher is the ability to nimbly react to these fluctuations.

Over the past decade, there’s been a significant change in the U.S. that is shifting not only the cultural demographics but altering the economic landscape. Since 2000, Hispanics have accounted for 56% of the U.S. population growth. In 2010, the Hispanic market represented 16.3% of the total U.S. population, and counted for 50.5 million. By 2014, one in every four mothers in the U.S. will be Hispanic. In five years, the U.S. Hispanics population is projected to have a purchasing power of $1.8 trillion (2007 Hispanic Market Monitor, Global Insight). Not surprisingly, organizations are keen to capitalize on the growth of this demographic. It remains one of the most challenging populations for Market Researchers to recruit.

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March 26th, 2012

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Four Years of uSamp: The Men Behind The Story

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As uSamp blows out its fourth birthday candle, co-founders Matt Dusig & Gregg Lavin discuss what the number four means to them.

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March 20th, 2012

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