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Roger Jackson, Christian Dubreuil and Emma Shaw, MRS Awards, Finalist, MRS Awards, December 2013
This article describes a shopper insights quantitative study run in the UK, which used an online panel to increase its scale.
This article describes a shopper insights quantitative study run in the UK, which used an online panel to increase its scale. Data was collected for a 'Shopper IQ', a benchmarketing tool for shopper insights across categories. The online survey is answered between 24 and 72 hours after a shopping trip and allows the respondent to be asked about multiple retailers at once. It produces accurate insight for clients and an enjoyable survey experience for participants.
Best of Both Worlds?: Can we make convenience samples representative?
Pete Doe and Robert Smith, ESOMAR, Congress, Istanbul, September 2013
This paper discusses the reliability of online panel data, considering the issue of sample bias by examining different methods of selecting and weighting samples from panels.
This paper discusses the reliability of online panel data, considering the issue of sample bias by examining different methods of selecting and weighting samples from panels. Many companies have large online respondent panels which allow data and insight to be generated quickly and cheaply. However, the methods used to recruit respondents are not scientific and suffer from self-selection. Sample matching against a smaller, but statistically representative panel has been suggested as a means to reduce sample bias and to enable a statistically representative sample to be selected. This paper examines the extent to which bias can be reduced using this approach, and the relevant factors that must be taken into account.
Should the third reminder be sent? The role of survey response timing on web survey results
Kumar Rao and Julia Pennington, International Journal of Market Research, Vol. 55, No. 5, 2013, pp. 651-674
Decreasing survey response rates are a growing concern as survey estimates may be biased by selective non-response.
Decreasing survey response rates are a growing concern as survey estimates may be biased by selective non-response. One method of assessing non-response bias is to examine the timing of survey response, specifically comparing those who respond late to a survey with those who respond early. This paper draws upon data obtained from multiple panel surveys conducted over a six-month period, and examines whether early, intermediate and late respondents differ significantly in demographics or in their responses to survey questions. By considering response timing as a repeated behaviour, or habit, spanning multiple surveys, a longitudinal measure of response timing is developed to identify the predictors of responding early to multiple surveys conducted over a period of time. Results indicate some directional differences in demographics and better data quality from early respondents, compared to their intermediate and late counterparts. We discuss the findings from the study and conclude with recommendations for future research.
Lotteries and study results in market research online panels
Anja S. Göritz and Susanne C. Luthe, International Journal of Market Research, Vol. 55, No. 5, 2013, pp. 611-626
An incentives experiment was conducted in a commercial online panel to examine the effects of lotteries and of offering study results on response behaviour as reflected by participation, retention and item non-response.
An incentives experiment was conducted in a commercial online panel to examine the effects of lotteries and of offering study results on response behaviour as reflected by participation, retention and item non-response. A cash lottery was implemented, with three different payouts that were raffled either in one lump sum or split into multiple smaller prizes. The lottery groups were contrasted to a control group without incentive. Independent of the lottery, half of the participants were offered a report of study results. Participation was higher with a lottery, when raffling the payout in a lump sum and with higher single prize size, whereas item non-response was smaller with high total payouts. Furthermore, offering study results decreased participation.
Discriminating between behaviour using market data from panels
Hsiu-Yuan Tsao, Leyland Pitt and Colin Campbell, International Journal of Market Research, Digital First, August 2013
Considerable research exists on stochastic models of switching behaviour that uses sequences of individual-level purchase data.
Considerable research exists on stochastic models of switching behaviour that uses sequences of individual-level purchase data. While at the individual level, sample size and sequence length are limiting factors, at the aggregate level, heterogeneity with respect to purchase sequences may assist in interpreting results. The authors propose an approach to discriminate between the switching behaviour of variety seeking, indifference and reinforcement. Only the proportion of 100% loyal customers, market share data and an estimation of the promotional effect - information all available from consumer panel data - are necessary to fit the model.
Mobilizing your branded panel: Panel data quality during the smartphone transition
Joseph Blechman, Denise Brien, Jeff Vidler and Michelle Darcy, ESOMAR, 3D Digital Dimensions, Boston, June 2013
AOL, the internet service provider, describes its proprietary consumer panel in the US, AOL Listens, which uses panel surveys for research purposes.
AOL, the internet service provider, describes its proprietary consumer panel in the US, AOL Listens, which uses panel surveys for research purposes. This paper tests and evaluates the fundamental differences, advantages and trade-offs between desktop- and/or laptop-based survey responses and data collected via smartphones within AOL's online panels. Data quality, panelist engagement and visual design are analysed and advice is offered to panel managers when adding smartphones as a medium to survey data collection.
Minding the product transition gap: How digital qual helped P&G solve a diaper dilemma
Andrew Sauer and Steve August, ESOMAR, 3D Digital Dimensions, Boston, June 2013
This paper discusses an initiative from FMCG firm Procter & Gamble (P&G) that aimed to solve a product transition dilemma: sales data from its Babycare division showed they were losing volume and market size when moms switched diaper sizes.
This paper discusses an initiative from FMCG firm Procter & Gamble (P&G) that aimed to solve a product transition dilemma: sales data from its Babycare division showed they were losing volume and market size when moms switched diaper sizes. Sales data couldn't provide the reasons for these customer losses during transition; instead, the answers lay in the truth of the consumer transition experience. So, using digital qualitative research, P&G was able to have direct access to their consumers to solve a million-dollar product transition challenge. The paper argues that it is crucial to understand the drivers behind consumer product transitions, as these decisions can cumulatively represent millions of dollars in sales.
What the world thinks: Understanding advertising in the age of connected data
Andy Morris and Shaun Austin, Warc Exclusive, MAP: Measuring Advertising Performance, March 2013
This presentation suggests that using "connected data" - overlaying precise media consumption and brand perception data - can enable brands to understand which of their advertising channels are most effective.
This presentation suggests that using "connected data" - overlaying precise media consumption and brand perception data - can enable brands to understand which of their advertising channels are most effective. The presentation discusses a case study from mobile phone brand BlackBerry, which was facing declining reputation and market share. Connected data was used for the campaign launching BlackBerry's Z10 handset in the UK: the media plan was fused with YouGov's media consumption data to track behaviour. The campaign used newspaper and TV ads; the data tracked BlackBerry's brand metrics during the campaign. Among the findings from the project are that BlackBerry faces an uphill struggle to turn its fortunes around, but that ads in quality newspapers work well.
How research assisted the rollout of a mobile agriculture information service: the day Peepli went [live]
Purvi Mistry and Ameya Samant, International Journal of Market Research, Vol. 54, No. 5, 2012, pp. 589-602
Knowledge is power. It can help you transform the way you live and the way you do business, and can help you to reap benefits that you never thought possible.
Knowledge is power. It can help you transform the way you live and the way you do business, and can help you to reap benefits that you never thought possible. A small bit of information can enable you to take informed decisions in a proactive manner and save yourself the agony of various losses: time, money and so on. The client discussed herein is the world’s leading provider of intelligent information for businesses and professionals. It wanted to empower the mass of the Indian population – the agricultural community – with basic information on weather, commodity prices and crop advice. The question was ‘How feasible is this?’ To answer this, the client partnered with IMRB International nearly five years ago. The research project was long drawn out and completed in varied stages, starting with checking the acceptance of a paper concept through a house-to-house survey of farmers, converting the same to a tangible offering upon acceptance and testing the same through central location testing, where all farmers were collectively given a demonstration of the product, their reactions recorded and, finally, a working model developed to be tested in real time by a select set of farmers to bring the finishing touches to the product. The client still touches base with subscribers through IMRB International, to garner post-usage feedback, satisfaction with services being provided and to discover any other thing that could be done better. From providing the service in one state, the client has progressed to successfully providing the service to 13 states in India. The service has enjoyed unprecedented success and is estimated to have been taken up by more than two million farmers through its usage and sharing in more than 15,000 villages. The decision-enabling nature of the information has had a direct impact on the livelihood of the farmers, enabling them to lead a better life through increased incomes and reduced losses. Individual farmers claim to have reaped significant return on their investment, achieving up to INR200,000 (US$4000) of additional profits, and savings of nearly INR400,000 (US$8000) by using this service, which costs roughly INR250 (US$5) for three months.
How cars really get bought: Beyond the purchase funnel - new insights from digital ethnography
Neel Desor and Rob Ellis, ESOMAR, Congress, Atlanta, September 2012
This paper outlines the collaboration between international media company Haymarket and COG Research.
This paper outlines the collaboration between international media company Haymarket and COG Research. The research project they undertook was intended to yield original insights into consumer behaviour in the automotive sector as well as provide opportunity for a dialogue between Haymarket and car manufacturers and agencies. It outlines the research design and methodology, the results and an evaluation of the study from both a client and a researcher's perspective.
YOU ARE IN THE WARC INDEX:
Consumer and shopper panels
Brainstorming and generating ideas
Collaboration and co-creation
Computer-aided and technological solutions
Ethnography and observation
Eye-tracking and visibility research
Neuroscience and biometric methods
Online market research
Qualiquant, mixed mode
Quantitative data collection
Scanner panels, retail audit
Social listening, real time research
Virtual reality and simulation methods
Buying and shopping
Online shopping, ecommerce
Proprietary media surveys and panels
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