By The Editors
At MRMW this year, Justin Wheeler shared fascinating research in a presentation that probed one seemingly simple question: Are mobile respondents more honest? Wheeler’s research is trying to get at the twin problems of social desirability bias and consumer satisificing. The former describes the phenomenon of respondents providing answers that they think researchers will want to hear or that they think will make them appear in a more positive light in researchers’ eyes. The latter describes the mental shortcuts or paths of least resistance consumers will unconsciously take when asked to recall specifics of advertisements or products in an online survey. Wheeler’s research indicates that mobile could be an antidote to both of these problems. How? In-context mobile surveys remove interviewers from the equation, mitigating the influence of social desirability, and also eliminate the need for consumer recall.
See below for a video of Wheeler’s entire presentation at MRMW:
By Jacob Tucker, Senior Analyst of Insights and Strategy
The Market Research in the Mobile World conference in Chicago was filled with emerging technologies, new capabilities, and aspirations to push the limits on the type of data we can collect. Be it simply adapting online surveys to mobile, using geolocation technology to intercept shoppers during purchase decisions, or experiencing personal moments with consumers through wearable computers like Google Glass, it is clear that many organizations in the market research industry are trying to pull us forward into the future. As I took in presentation after presentation, a few common themes emerged.
By The Editors
Designing an effective market research questionnaire is all about approach – a backwards one, that is. Before you can delve into the question-writing process, you need to conceptualize your ideal answers in order to derive the appropriate measurements. Check out this 9 tips for improving your questionnaire.
By Tina Day, Director of Organizational Development and Quality
Not to be confused with everyone’s favorite pancake house, an “IHUT,” or simply “HUT,” is, at its most basic, a type of in-home study that involves consumers using and evaluating a product. IHUT stands for in-home usage test, and it has long been one of researchers’ go-to studies for detailed, in-context consumer feedback on anything from pillow cases to, well, pancake mix.
As the name implies, IHUTs are used to test products with real consumers in their homes. This type of study is particularly useful for testing prototypes before they hit the market, newly released products, or existing products that may be in need of a redesign.
By The Editors
Are mobile respondents more honest? We know that mobile lends itself to in-context surveying, but mobile devices themselves may have an enormous impact on how honestly consumers answer questions. Why? Research shows that respondents will often take the path of least resistance when answering difficult survey questions, a phenomenon called satisficing. Additionally, traditional in-store market research requires positioning researchers on-location to ask consumers questions, and that face-to-face interaction causes consumers to want to give the answers they expect researchers want to hear – versus what they really think, a problem known as social desirability bias.
The good news? Mobile helps us get answers while consumers remain in the store, in front of the products, but adds a level of privacy that at-home research provides. Additionally, with the ways that smart phones have become a natural part of our everyday lives – studies show that we look at our smart phone once every three minutes – consumers don’t find mobile surveys to be disruptive. Therefore, mobile may just provide the key to unlocking two of market researchers’ thorniest data quality problems.
In this video, Justin Wheeler explains more about how mobile may be poised to solve these problems.
To learn more about this study, visit uSamp at the Mobile Research in the Mobile World event May 27-30th in Chicago, or stay tuned for a post-event recap.
Creating Your Questionnaire Part II: If You Don’t Know What You’re Aiming At, You Won’t Hit Anything
By Scott Worthge, VP, Research Solutions
In my first post about creating effective questionnaires, I started with the broad premise that most survey writers follow the wrong process in crafting what they think will be a “good” survey. Oftentimes, survey writers can jump into the question-writing process too early. If they followed my advice, they would have a better understanding of what the client needs from those up-front conversations one must have to start the research ball rolling, and use that as an immediate check on how the survey was to be structured.
In the second stage of my three-part survey-writing process, I’m still not ready to delve into question writing just yet. Instead, you must define your measurements first. “Really?” you may ask, “Why start with the answers?” Because the answers will define the questions you need to use, not the other way around!
By The Editors
It’s no secret that we at uSamp are excited about mobile technology. Smartphones and tablets open up a whole new realm of market research – often resulting in richer, more interesting data. Mobile enhances in-context product testing by introducing convenience. Consumers can provide feedback and record smartphone video responses while still in the store aisle, and they can continue while in home and testing out the products. uSamp VP of product innovation Justin Wheeler recently sat down with Bob Lederer of the famous Research Business Daily Report to talk about what exactly mobile technology can do for market research and the benefits of having another platform to get insights. Watch the entire video interview below.
By The Editors
If you missed ARF Re:Think 2014, you only missed one of the biggest market research and advertising events of the year. Go ahead, #facepalm.
From March 23rd through 26th, more than 2,500 top advertisers, market research companies, ad agencies and more gathered in NYC to “Inspire Intelligent Growth” and push our industry toward making smarter, faster, and better business decisions. There were a lot of interesting talks given and exciting news announced. But if you missed it, don’t beat yourself up. We have you #covered with this quick recap of the most important happenings and news shared on Twitter.
Talks by Keith Reinhard of DDB Worldwide and James Burke and Euan MacKay of Kantar Media captivated audiences.
From our booth, we spread love, not war–in the form of creamy chocolate hazelnut spreads, that is. Our live demo on mobile IHUTs featured results from a recent study on spreadables from Hershey’s, Jif, and Nutella (complete with samples!). Who did consumers crown as king nut? Check out the results here.
While meeting with hundreds of attendees and attending presentations, we definitely noticed more chatter over the importance of tracking and analyzing mobile data. Here’s what people were saying:
And in the mind-boggling-facts-department, presenters did not disappoint:
We also had a blast scooping Ben and Jerry’s ice cream and chatting with attendees at our booth. Plus, shirts!
All in all, the show was a great success, so much so it prompted a few post-event responses from Huff Post and Greenbook. If we missed you this time, be sure to come out and visit next year. We’ll be there, ice-cream scoops a ready.
By The Editors
“What makes sharing personal information worth it?” uSamp’s Vice President of Instant.ly Karyn Hall ponders in her new article for The Economist Group’s Lean Back, a blog for top thinkers in marketing. As we move into an increasingly mobile-driven world, Karyn asks how comfortable consumers are with receiving real-time coupon alerts in exchange for giving up personal information. Will they allow their purchases to be tracked and geolocated if it means time and/or money saved? She shares results from a recent uSamp study that polled consumers on whether they were interested in receiving some real-time mobile coupon alerts or were comfortable with the idea of their purchases being tracked. And the results are surprising, especially for those of us intimate with the world of mobile marketing.
Bottom line, Karyn emphasizes quality over quantity: As long as companies use mobile marketing to improve consumer shopping experiences, she reasons that people will be open to sharing their personal information.
In a new study in partnership with uSamp, “Consumers are setting new standards for the quality and variety they expect,” said Darren Tristano, Executive Vice President of Technomic, Inc. “The fast-casual pizza segment is succeeding because it’s matching customers’ needs for quality, freshness and the ability to choose from among a broader selection of ingredients.”