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Craig Stevens Co-Founder, UBMobile

Dyna Boen Co-Founder, UBMobile

ENGAGING AUDIENCES OF

TODAY

IN THE CONTEXT OF THEIR DAILY LIVES


SURVEY MAGAZINE - NOVEMBER 2016: ENGAGING AUDIENCES OF TODAY

ENGAGING AUDIENCES OF

TODAY

IN THE CONTEXT OF THEIR DAILY LIVES

MOBILE-FIRST We believe that mobile-first is people-first. By engaging audience of today with a mobile-first approach, we can unleash brands from desktop-only research to deliver more representative audiences and new data for insights.

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F E AT U R E D

Co-Founder, UBMobile

Dyna Boen Co-Founder, UBMobile

The UBMobile

Story

Craig Stevens and Dyna Boen have been market research pioneers for most of their careers. Each has held executive roles and led the growth of some of the most successful companies in our industry. Throughout the past 20 years, both have been deeply involved in leading the industry migration from offline to online methodologies, and they’re doing it again as we move from online-primary to mobile-first approaches. In both instances, consumer technologies play a big role. Prior to co-founding UBMobile, Craig and Dyna’s respective roles in their previous companies had them at the center of online panels, data collection, and data quality. With the benefit of knowledge gained, coupled with consumers’ swift adoption of mobile devices, they knew the research industry needed to move faster to stay aligned with audiences of today.

Craig and I had like-minded conversations about our industry on multiple occasions. There was always a mutual respect. Once we were both ready to launch our own business, we decided to co-found UBMobile and build toward our shared vision.

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Craig Stevens

~ Dyna Boen NOVEMBER 2016

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To some it may seem an unlikely pair…the somewhat conservative Dallas businessman and the nonconventional San Francisco businesswomen. What binds them as partners is a shared vision, a similar “Type-A” work ethic, a strong focus on client service, and an aggressive play-to-win attitude. “We have many similarities that have created a great partnership, and friendship. Where we do have differences in experiences and style, those things create a more complete and balanced leadership platform for our employees and clients.” commented Craig. UBMobile VALUES At the heart of it all, the UBMobile team is committed to its core values, pulling from past experience in business and in life. “We take the positive learning from past endeavors and pull it forward into technology development, marketing, sales, and team management. We have a global team and everyone on that team knows we’re competing to win.” commented Dyna. Craig added “To compete to win, we’ve committed ourselves to develop the best products and services for our clients, create a sustainable growth journey for our team, and deliver meaningful value for our shareholders. We strive to be resourceful, efficient, and productive every day. Because we’re a global team that stretches beyond Dallas and San Francisco to Minneapolis, Salt Lake, India, Peru, and Costa Rica, collaboration is important. We start every day at 7AM with the technology team and wrap every day with the sales team at 5PM. We’ve found short but frequent communication removes daily obstacles and keeps everyone tied together despite our global footprint.”

We’re a global team that stretches beyond Dallas and San Francisco to Minneapolis, Salt Lake, India, Peru, and Costa Rica, so collaboration is important.

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F E AT U R E D S U R V E Y M A G A Z I N E - N O V E M B E R 2 0 1 6 : E N G A G I N G A U D I E N C E S O F T O D AY

UBMobile believes in the notion of conscious capitalism, meaning that it can create a successful business and also be net positive on social and environmental sustainability. With their consumer brand LifeTap, the drops of water represent content flowing into a user’s stream, along with the flow of data and insights it provides to its clients. But it also represents a universally mobile element. Water flows throughout our world and clean water is important to all of our lives. From the beginning, it’s been UBMobile’s intent to support clean water globally. They already have plans to develop this more fully in the coming months as they expand their business. UBMobile TEAM In their lives and in their careers, Craig and Dyna express they’ve had the fortune of being surrounded by wise mentors, talented colleagues, and amazingly supportive family members. Dyna shared “Those of you who are entrepreneurs get it, because when you start your own company, it takes a village and everyone’s in on it.” While the UBMobile team continues to grow, Craig and Dyna are extremely appreciative of those who believed in their vision from the beginning. THE UBMobile OPPORTUNITY According to Wikipedia, “Market research is a way of getting an overview of consumers’ wants, needs and beliefs. It can also involve discovering how they act. The research can be used to determine how a product could be marketed.” Among other fundamental elements, ensuring that the research is conducting among a representative target audience is key. At its most basic level, getting a representative audience to participate in research means meeting them on their terms. Increasingly, it means reaching them via their “always-on, ever-present” mobile device. It also means providing them with an experience that they are willing to complete and come back to participate again in the future. At present, the significant decline in peoples’ willingness to participate in research studies is one of our industry’s most urgent challenges. As an industry, we’ve created the problem. We must now create the solution.

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In general, there is a disconnect between the brands and their research agency partners. Increasingly brands express concern about their current methodologies excluding people using mobile devices, and therefore not reaching a significant portion of their target audience. Agencies, on the other hand, have expressed concern about not yet understanding the impact on benchmark data by allowing people to complete surveys on mobile devices. As evidence of this stalemate, industry researchon-research and business information sharing from large data collection companies indicate there is still a large percentage of surveys being fielded that are not appropriately designed for mobile devices.

ENGAGING AUDIENCES OF

TODAY

[ [ UBMobile’s mission is to unleash brands from desktop-only research to deliver more representative audiences and reliable insights.

IN THE CONTEXT OF THEIR DAILY LIVES

Brands know their consumer audiences are mobile-savvy. They use their devices to capture images for Pinterest, post videos on Instagram, and locate their Uber driver just a few blocks away. In order to deliver business value to internal and external clients, market researchers have to get better aligned with the audiences under study. Being aligned means being savvy about using these same tools. It also means designing an experience that large portions of the population will be willing to complete – not just the “professional respondents”.

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The current respondent challenge facing the industry is as much about the experience as it is about how we connect with people. Done well, the mobile device can be a researcher’s best access to multiple types of consumer data. As one executive researcher from a large CPG put it, “the mobile device is the most complete tool ever invented for the market researcher. It allows for quantitative, qualitative, and passive data collection in one ecosystem. And that ecosystem is ever-present and always-on.”


F E AT U R E D

UBMobile is a marketing services technology company. Our platform enables marketers to engage audiences of today with media-rich content, facilitates information sharing, and captures new streams of stated, behavioral, and passive data. We believe reaching audiences of today requires a mobile-first and people-first approach. It’s about aligning the research process with how and where consumers spend their time. Mobile devices are always on and ever-present. Further, a mobilefirst approach creates a better desktop experience for respondents, yielding higher engagement and completion rates.

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“Mobile-first is people-first” Today, an increasingly large portion of the population seldom uses a desktop computer or answers email. Even those who do find themselves spending more time on their mobile devices. While not everyone is using desktops and email, the large majority is using a mobile device for communication, information, and entertainment. A mobile-first approach is the best way to reach the most representative target audience, or hard-to-reach consumers. UBMobile is partnering with large consumer brands to redefine how they engage customers and design methodologies for a mobile-first world. Brands are eager to experiment with new research approaches that allow them to more deeply connect with their target audience. This includes not only how we reach audiences of today, but the nature of the experience once we connect.

89% 77%

Desktop Mobile-First Design Design

MOBILE RESPONDENTS

DESKTOP RESPONDENTS

To be clear, UBMobile believes in mobile-first, but it’s not mobile exclusive. Online data collection should still play a role in the overall research landscape. It’s part of the multiple touchpoints of consumers. The difference is that today mobile should play the leading role in design, methodology, and engagement with the desktop in a supporting role. Research-on-research conducted by UBMobile, with various brands, supports this notion. When surveys are designed for a mobile-first experience, they yield higher completion rates among both mobile and desktop respondents.

84% 72%

Desktop Design

Mobile-First Design

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UBMobile has created a modern research experience to reach audiences of today, whether “on the go” or at home. LifeTapTM, UBMobile’s proprietary engagement platform, uses specialty content to attract anyone from Millennials and Fashionistas to Affluent Boomers and Moms with Babies. With over 300 specialty content channels in English and Spanish, LifeTap delivers fresh content daily to engage audiences of broad demographics and interests. LifeTap members include a combination of mobile and online respondents carefully recruited to maximize quality, feasibility, and representativeness. Audiences are targeted for participation based on their stated profiles and behavioral content consumption, including what they watch, read, and share.

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We’re not just designing a new mobile app, we’re reinventing the way people engage with research.


UBMobile refers to LifeTap as a user engagement platform because its approach is more holistic than a purely transactional survey app. Users access a continuous flow of fresh content including videos to watch and articles to read. They can customize their content consumption experience for both usercurated content, as well as feeds from large media publishers. Users are then invited to participate in the LifeTap Rewards program within the platform. This allows them to earn rewards with real-time redemptions for branded gift-cards, and coming soon the loyalty currency of major brands.

F E AT U R E D

LIFETAP TM APP

S U R V E Y M A G A Z I N E - N O V E M B E R 2 0 1 6 : E N G A G I N G A U D I E N C E S O F T O D AY

However, before anyone even engages with the app, UBMobile understands they’re competing with advertisers and marketers to generate interest and drive downloads. “While it’s not typical for researchers to focus on design it’s an important aspect to our approach,” says Craig. “We’re not just trying to design a new mobile app, we’re reinventing the way people engage with research, which is why design is so important to us.” In LifeTap, they’ve combined two themes, the richness of extensive color photography with a contemporary flat design underscored by bright colors and rotating gold coins. The simplicity of our app design is meant to achieve three things:

1. 2. 3.

Make the app simple and approachable with big buttons and bright colors

Compliment the media rich images and videos featured in the app

Design a good user experience, an ongoing process, that requires a designer to user the data collected in the app to continuously improve the flow.

These guiding principles will persist as they look to add a long list of new features and further enhance the variety of specialty content for their members to watch, read, and listen. What’s also interesting about the LifeTap engagement platform is the easy-to-use Content Management System (CMS). It enables any brand manager or researcher to create their own community, use UBMobile’s proprietary data collection tools, customize rewards, and capture new data.

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Proven Approach UBMobile’s sampling methods leverage decades of online sampling expertise, coupled with the sophisticated technology of Android and iOS mobile operating systems and devices. We reach your target audience by collecting deep analytics about participants based on their stated and behavioral profiles. For example, we target baking buffs by placing surveys on the bread baking, cupcake making, or cookie channels. People who watch videos on cookie baking like to bake, so they are more engaged when they complete surveys about baking products. Dyna says, “It’s like native advertising on the web, but we call it “native research”. “ LifeTap members include a combination of mobile and online respondents. Their sampling approach enables them to achieve maximum feasibility, while also delivering a more representative sample for gen pop studies. “Our panel will grow globally, as we expand our rewards program to include new geographies” said Craig.

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ENGAGING AUDIENCES OF

TODAY

IN THE CONTEXT OF THEIR DAILY LIVES

Together, we expand your reach and unleash your brand.


F E AT U R E D S U R V E Y M A G A Z I N E - N O V E M B E R 2 0 1 6 : E N G A G I N G A U D I E N C E S O F T O D AY

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TRENDS What’s Hot in Mobile ........................... 16 An in-depth look at mobile technology and product development that is shaping the mobile analytics and data acquisition landscape.

SOCIAL CONNECTION SURVEY ESSENTIALS In this Issue ......................................... 18 Get the inside scoop on our Cover Photography Sessions and the various magazine departments for this Special DATA DOMINATORS issue of SURVEY.

FALL WEB ROUND-UP What’s Clicking: Some of our most popular online articles ........................ 27

See what articles and featured content are the most popular on the SURVEY Magazine websites.

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SURVEY Magazine Social Media Connections ........................................ 29 A glimpse of some of the interactivity and conversations about SURVEY Magazine around the social media stratosphere.


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SURVEYMAGAZINE

CONTENTS.

D E PA R T M E N T S

NOVEMBER, 2016

SURVEY TECHNOLOGY ENGAGING AUDIENCES OF TODAY . . . . 0 2

S U R V E Y PA N E L S

SURVEY MAGAZINE - SEPTEMBER 2016: ENGAGING AUDIENCES OF TODAY

F E AT U R E D

ENGAGING AUDIENCES OF

Craig Stevens

Co-Founder, UBMobile

Dyna Boen Co-Founder, UBMobile

Story

Craig Stevens and Dyna Boen have been market research pioneers for most of their careers. Each has held executive roles and led the growth of some

of the most successful companies in our industry. Throughout the past 20 years, both have been deeply involved in leading the industry migration from offline to online methodologies, and they’re doing it again as we move from online-primary to mobile-first approaches. In both instances, consumer technologies

MOBILE-FIRST We believe that mobile-first is people-first. By engaging audience of today with a mobile-first approach, we can unleash brands from desktop-only research to deliver more representative audiences and new data for insights.

play a big role.

Prior to co-founding UBMobile, Craig and Dyna’s respective roles in their previous companies had them at the center of online panels, data collection, and data quality. With the benefit of knowledge gained, coupled with consumers’ swift adoption of mobile devices, they knew the research industry needed to move faster to stay aligned with audiences of today.

Craig and I had like-minded conversations about our industry on multiple occasions. There was always a mutual respect. Once we were both ready to launch our own business, we decided to co-found UBMobile and build toward our shared vision.

?

Afraid

of a little question

mark

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LEADING BY EXAMPLE. . . . . . . . . . . . . . . . . . . 2 4

FOCUSVISION

Creating Excellent Customer Journeys Jamin’s forward-thinking leadership enables him to run a multifaceted company while continuing to keep FocusVision’s main objective top of mind: creating lasting partnerships with clients. “I’m proud of the partnerships FocusVision creates with our clients. It’s not a transactional, vendor-client interaction,” Jamin said. “FocusVision is committed to providing quality service that’s coupled with the utmost care and consideration. That’s what we do for our clients, and that’s what we’ll continue to do.”

SURVEY

tip

Leading by

Example

From technology needs to budget concerns to simply delivering on expectations, FocusVision partners with customers to bring them the best solutions possible .

“It’s my mission to continue to elevate the brand through strategic, thoughtful relationships,” Jamin said. “When we enter a partnership with our clients we are committed to being responsive to their feedback, constantly improving and in turn, changing and improving the market research industry as a whole.”

Best of Breed Technology For FocusVision, advancing technology means providing customers with new options for gathering insights, reducing the cost to get into the minds of mobile consumers via web-enabled interviews and life-entrenched diaries via video and mobile, and giving access to new participant senses that were previously difficult to invoke. Jamin’s passion for data technology and keen awareness on the subject echoes through his commitment to increasing efficiencies in the space.

“Data technology is essential to our daily business. Data is the lifeblood of research; being on the cutting edge of research technology is what we do,” Jamin said. Technology advancements allow FocusVision to reach more respondents than ever as well as gather more data through expanded mobile touch points and in-the-moment feedback. “With FocusVision’s suite of Quant + Qual services, our customers are able to make sense of a large amount of data using quantitative research tools, then glean the deeper message with direct qualitative options,” Jamin said. “The outcome is truly focused services and marketing.”

END 020 SURVEY MAGAZINE

MAY 2014

MAY 2014 SURVEY MAGAZINE

021

Survey Buzz

Hot research topics and news . . . . . . . . . . . . . 2 2

Survey Web Round-Up

Updates from our online properties . . . . . . . . 2 5

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and diving deep has delivered more thoughtful, usable answers. An impressive 10-15% increase in LOI reflects the collection of additional completes, documented lower panel fatigue and a lower fraud rate overall.

More and more often, clients are growing weary of sifting through unacceptable (and expensive!) fraud rates post-survey because their providers didn’t do the work up-front to eliminate it in the first place. Obviously, every survey creates the potential for fraud. But if you’re willing to invest, you can ensure that your sample is as clean as possible. The result is data your clients can depend on to make their industry’s most intelligent business decisions.

003

S U R V E Y D ATA

FocusVision’s Future

innovative ways. For Full Circle, digging in

The fact is, normal data checks aren’t cutting it.

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The future of FocusVision under Jamin’s leadership is exciting. His entrepreneurial spirit, primary market research roots, forward thinking leadership and passion for providing excellent client service echoes through the company culture. As a result, the market research industry continues to look to FocusVision for the latest in technology advancements.

riety of proven internal and external tools in

Afraid of a little question mark?

SEPTEMBER 2016

SEPTEMBER 2016

of the survey experience and employ a va-

The tide is shifting and it’s in the form of a question. Pretty soon, your clients are going to ask which quality practices you have in place. Are you ready with a solid answer?

~ Dyna Boen 002

The key to quality is to explore every facet

SURVEYMAGAZINE - SEPTEMBER 2016: AFRAID OF A LITTLE QUESTION MARK

The UBMobile

SURVEY MAGAZINE - SEPTEMBER 2016: AFRAID OF A LITTLE QUESTION MARK

F E AT U R E D

IN THE CONTEXT OF THEIR DAILY LIVES

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TODAY

AFRAID OF A LITTLE QUESTION MARK? . . . . . . . . . . . . . . . . . . . . 2 8

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NEWS

ANNOUNCEMENTS Full Circle Expands with New Texas Ops Office Firefish launches pioneering insight communication and activation agency, Insider

Insider will fill a strongly emerging client need by offering much-needed solutions for communicating, activating and embedding research insight within the wider business. It creatively uses film, events, digital, print and experiences to help facilitate a deep connection between an organisation and its customers, ensuring that the customer is at the heart of everything they do. Insider is also working heavily with Virtual Reality as a tool for customer closeness and immersion by creating a ‘Customer Reality Studio’ to deal specifically with this burgeoning market. They have presented on this topic a number of times, including at MRS’ IMPACT 2016, and have written several blogs about how feeling and empathy are key to getting people to believe in who the customer really is, with VR being a perfect way to do this. John, a former Creative Director with 20+ years’ experience, comments: “We are extremely excited to be launching this new venture. We firmly believe that successfully communicating insight is an incredibly important, but often overlooked, process. Socialising customer insight within a business and making it part of the culture adds an enormous amount of value to your research investment. When done successfully, it can bring about a positive business impact from research and trigger meaningful actions based on insight. We have a great team that are already engaged in a number of exciting projects and we’re looking forward to really changing the landscape in this area.”

Full Circle Expands with New Texas Ops Office Headed by Industry Vet, Todd Neff.

SSI and FidMe Launch Loyalty Rewards Program

FidMe, the leading European mobile loyalty wallet application, and SSI today announced a new loyalty program called My Opinion Club. The program allows FidMe users to earn points by participating in mobile surveys and sharing their opinions. SSI, the leading global provider of data solutions and technology for consumer and business-to-business survey research, teamed up with FidMe to expand SSI’s mobile panel membership in Europe. FidMe users who enroll in the free My Opinion Club program at www.myopinionclub.fr will earn 250 FidMe points once they complete their first survey. By participating in ongoing surveys users will earn additional FidMe points. These points will be directly deposited into users’ accounts and can be redeemed for money off offers and deals from many renowned websites, special exclusive FidMe offers and a fast growing pool of new partnerships. “FidMe is always looking for ways for our users to earn additional points in their mobile wallets,” said Laurent Bourgitteau-Guiard, general manager and

READ MORE > www.MarketResearchBulletin.com 084

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co-founder of FidMe. “SSI offers our users a new way to earn points by simply participating in mobile surveys. It’s the first time we’ve teamed with a company that facilitates market research for consumer and business-to-business products and services.” The FidMe loyalty wallet is a mobile application that connects businesses to loyalty program members in more than 80 countries. The service enables loyalty programs, merchants and other consumer service companies to embed balance tracking and loyalty commerce transactions into their product offerings, all via a free mobile app, available at App Store and Google Play. With the FidMe mobile app users save their loyalty card information on their phone in seconds. Carrying cluttered wallets or forgetting their loyalty cards becomes a thing of the past. The FidMe mobile app stores a consumer’s favorite brands and loyalty card information on a single app which can be used at more than 8,500 retailers.

READ MORE > www.MarketResearchBulletin.com

Full Circle Research Co., with offices in the Greater Metropolitan DC Area and Connecticut, announced that it has expanded its footprint to include Houston, Texas. Respected industry insider Todd Neff will take the helm there. It is the most recent step in the organization’s mission to deliver the most consultative, professional experience in the online sample industry.“

Deepening Full Circle’s operations involves a consistent, vigilant eye on infrastructure and efficiencies,” said Nathan Lynch, co – CEO of Full Circle. “Opening in Texas strengthens our national reach. Having Todd on board to guide this segment of our growth is a win-win: with his leadership, we preserve our scalable, boutique-feel infrastructure while offering ever-increasing levels of innovative guidance to our client base. READ MORE > www.MarketResearchBulletin.com

Former Esomar President Joins Voxpopme Video insight pioneer Voxpopme has announced the addition of former Esomar President, Dan Foreman, to its rapidly expanding team. In keeping with their video-first approach, Voxpopme recorded a short interview with Dan at TMRE ‘16 to introduce his appointment to their advisory board. Dave Carruthers, Voxpopme CEO, commented; “The last 12 months have been incredibly exciting for the company, with over 300% revenue growth. We want Voxpopme to grow smart, not just fast, and so we have carefully developed a strong advisory board to help steer the company’s direction.

For the last 12 months we have been working with the brilliant Kristin Luck, and today I am very pleased to announce that joining Kristin on our Advisory Board is former ESOMAR President Dan Foreman. His experience with innovative companies in the research space will bring invaluable insight and help chart the path to mass video adoption in the research industry.”

VIDEO

Award-winning, independent insight consultancy, Firefish has launched a new business – specialist Insight communication and activation agency, Insider. This new venture will be led by John Sayers, who previously headed up Firefish’s in-house insight film unit, Firefilms, and has been recognised by the industry with a variety of innovation and new methodology awards.

NEWS

Market Research Bulletin . . . . . . . . . . . . . . . . . 4 1

FocusVision pilot’s new qual video technique Partnership to pilot new focus group video technology. FocusVision, the global leader in market research technology and Schlesinger Associates, the leading qual + quant data collection company, today announced a partnership to pilot a new focus group video system.The immersive new pilot system re-invents focus groups by placing observers in the midst of the conversation. Featuring 3600 cameras, the system allows expressions, and non-verbal cues to be witnessed clearly in the moment. The camera automatically follows the conversation wherever it goes, creating a whole new experience for observers. READ MORE > www.MarketResearchBulletin.com

FALL 2015

FALL 2015

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S P E C I A L F E AT U R E The Evolution of Concept Testing ............ 32

Toluna’s PowerConcept SURVEY MAGAZINE - OCTOBER 2016: CONCEPT TESTING

F E AT U R E D

Concept Testing By Phil Ahad, Senior Vice President, Digital Products

6%

Toluna’s PowerConcept Concept testing is the largest overall expenditure for research-related activities by marketers today.

SURVEYMAGAZINE - OCTOBER 2016: THE EVOLUTION OF CONCEPT TESTING

The Evolution of

It accounts for an average of more than 6% of marketing budgets annually! According to Gartner’s 2015-2016 CMO Spend Survey, marketing budgets are increasing each year, with a focus on digital and social marketing. With these very saturated, competitive and real-time marketing channels becoming top priority, launching the right concepts quickly is more important than ever.

www.SurveyMagazine.org

FALL 2015

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S U R V E Y COVERS

SURVEY

essentials.

WHAT TO KNOW ABOUT THIS NOVEMBER 2016 ISSUE

Our interview article with Dyna Boen and Craig Stevens from UBMobile is of significant importance to the research industry as they have teamed up to deliver one of the most extensive “Mobile First” Engagement Apps that is sure to set the standard for mobile research for decades to come.

In this issue

This issue also features insight from Focus Vision CEO, Jamin Brazil, who assumed this leadership role back in March 2016 and shares his thoughts on “Leading by Example”. This issue also provides an impactful case study on the evolution of Concept Testing by Toluna North America.

SURVEY

tip

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Look for SURVEY TIPS in our featured articles and briefs throughout the issue. Guaranteed to keep your surveys in tip-top shape.

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SURVEY is a uniquely positioned publishing company that connects with over 110,000 business leaders around the world. We provide Customized Media Solutions for business-tobusiness (B2B) partners to enhance their content marketing strategies, messaging, and lead generation efforts globally.


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Surveys are powerful research tools for collecting feedback. When crafted correctly, they illuminate valuable firsthand insights from respondents that would not be discovered otherwise. [ JUNE 2014 ]

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Perhaps you’re kicking and screaming, but you’ve finally decided to alter your research design to capitalize on mobile devices. We refer to this as a “device agnostic” approach, a research design that empowers the consumer to self-select how they respond to a survey. [ SEPTEMBER 2014 ]

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The research industry struggles with three data quality challenges: poor questionnaire design, respondent inattention and fraud. We hear a good deal of industry talk on the first two; now SSI lifts the lid on the third. !!"#$%&'()&*+,! "!#$%&!!'()*+,!'-./0123!425+)2-672-0#

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A Free webinar, hosted by the IBM Business Analytics Team with guest speakers, Catherine Frye and Joseph Mahoney. Get the real pulse on your customers’ thinking by Combining the Power of Predictive Analytics and Survey Data.

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FocusVision CEO, Jamin Brazil, Discusses Leading Change in MRX In March 2016, FocusVision named Jamin Brazil Chief Executive Officer of the growing market research technology firm. This announcement was one in a series of recent changes for the firm. FocusVision has expanded in the last few years with the acquisition of four leading market research technology firms including: Revelation, Decipher, ResearchReporter, and KinesisPanel. Through these acquisitions, FocusVision has become the leading global provider of end-to-end solutions for both quantitative and qualitative (Quant + Qual), research practices. As the global leader in marketing research technology, FocusVision puts the customer at the heart of everything we do by providing excellent customer experience through our tools and services. The ideal solution for a researcher offers exactly what they need when and where they need it. This drives us to focus on all types of data from qualitative to quantitative and on increasing visibility and accessibility of our customers’ insights across their entire enterprise. It is our goal to meaningfully connect researchers to consumer insights so they can spend less time executing their projects 024

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and more time delivering insights that drive their business. Traditionally known for its qualitative videostreaming capabilities, FocusVision’s acquisition of quantitative software and services provider Decipher, in 2015 drastically changed the market research landscape. A well-known qualitative suite acquiring a quantitative company was a first for the market research industry -- both avenues of research traditionally stayed in their respective silos. The addition of KinesisPanel earlier this year allows FocusVision to manage the process of recruiting, tracking, monitoring, and rewarding panelists across their suite Quant + Qual of market research solutions all in one location-- a highly compelling and unique proposition for market researchers. As FocusVision continues to disrupt the the market research landscape with a comprehensive technology solution, the firm is now looking to Jamin to elevate it to the next level. Fortunately, Jamin is not the type to back down from a challenge.

Leading by Example Prior to joining FocusVision, Jamin cofounded and served as CEO of Decipher, a quantitative survey programming and reporting platform which emphasizes a mobile-first, cross platform approach to data collection. An innovative entrepreneur and leader, Jamin grew Decipher 20% year over year through organic growth by being laser focused on providing the highest customer service and software that is consistently ahead of market trends. Jamin’s distinctive leadership style of leading by example and embodying the company culture motivates talented professionals and fueled Decipher’s success. The acquisition of Decipher created a unique proposition in the industry: a company that can offer comprehensive best in class quantitative and qualitative technology solutions. After the acquisition

of Decipher, Jamin served as Chief Marketing Officer of FocusVision. As CMO Jamin was committed to solidifying the brand’s reputation in the industry. Through his creative vision and strategic efforts, Jamin brought a new energy to the more traditional FocusVision brand. Now, as Jamin dives into the role of CEO, his vision for the strategic growth of FocusVision is laser focused. “Our path forward is very simple: provide best of breed technologies and put the customer at the heart of everything we do,” Jamin said. “Each of the companies that comprise of FocusVision started with a technology advantage and realized success by putting the customer first. These have been the cornerstones of our success to date and will continue to be our focus.”


Leading by

Example


Creating Excellent Customer Journeys Jamin’s forward-thinking leadership enables him to run a multifaceted company while continuing to keep FocusVision’s main objective top of mind: creating lasting partnerships with clients. “I’m proud of the partnerships FocusVision creates with our clients. It’s not a transactional, vendor-client interaction,” Jamin said. “FocusVision is committed to providing quality service that’s coupled with the utmost care and consideration. That’s what we do for our clients, and that’s what we’ll continue to do.” From technology needs to budget concerns to simply delivering on expectations, FocusVision partners with customers to bring them the best solutions possible .

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Leading by

Example


FocusVision’s Future The future of FocusVision under Jamin’s leadership is exciting. His entrepreneurial spirit, primary market research roots, forward thinking leadership and passion for providing excellent client service echoes through the company culture. As a result, the market research industry continues to look to FocusVision for the latest in technology advancements.

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“It’s my mission to continue to elevate the brand through strategic, thoughtful relationships,” Jamin said. “When we enter a partnership with our clients we are committed to being responsive to their feedback, constantly improving and in turn, changing and improving the market research industry as a whole.”

Best of Breed Technology For FocusVision, advancing technology means providing customers with new options for gathering insights, reducing the cost to get into the minds of mobile consumers via web-enabled interviews and life-entrenched diaries via video and mobile, and giving access to new participant senses that were previously difficult to invoke. Jamin’s passion for data technology and keen awareness on the subject echoes through his commitment to increasing efficiencies in the space.

“Data technology is essential to our daily business. Data is the lifeblood of research; being on the cutting edge of research technology is what we do,” Jamin said. Technology advancements allow FocusVision to reach more respondents than ever as well as gather more data through expanded mobile touch points and in-the-moment feedback. “With FocusVision’s suite of Quant + Qual services, our customers are able to make sense of a large amount of data using quantitative research tools, then glean the deeper message with direct qualitative options,” Jamin said. “The outcome is truly focused services and marketing.”

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SURVEY MAGAZINE - NOVEMBER 2016: AFRAID OF A LITTLE QUESTION MARK

Afraid

of a little question

mark

Afraid of a little question mark?

The tide is shifting and it’s in the form of a question. Pretty soon, your clients are going to ask which quality practices you have in place. Are you ready with a solid answer?

The fact is, normal data checks aren’t cutting it. More and more often, clients are growing weary of sifting through unacceptable (and expensive!) fraud rates post-survey because their providers didn’t do the work up-front to eliminate it in the first place. Obviously, every survey creates the potential for fraud. But if you’re willing to invest, you can ensure that your sample is as clean as possible. The result is data your clients can depend on to make their industry’s most intelligent business decisions.

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of the survey experience and employ a variety of proven internal and external tools in innovative ways. For Full Circle, digging in and diving deep has delivered more thought-

F E AT U R E D

The key to quality is to explore every facet

SURVEYMAGAZINE - NOVEMBER 2016: AFRAID OF A LITTLE QUESTION MARK

ful, usable answers. An impressive 10-15% increase in LOI reflects the collection of additional completes, documented lower panel fatigue and a lower fraud rate overall.

NOVEMBER 2016

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4

QUALITY

Purifying data can be seamless and automatic if you choose the right myriad of products that work for you. The Holy Grail is respondents who pay attention, giving each question its due. Ask yourself: how do I verify my panel members? How often? How deep? Am I proud of the answers I’ve collected because they offer real value to the client paying for them? Quality may not be that important to you now. But it will quickly become so as more and more of your competitors recognize the role it plays in our industry.

ELEMENTS of

TECHNOLOGY

Chutzpah

ONLINE RAMP-UP The result of the online ramp-up over the past decade means the growth of sizable research firms, some of which appear to dominate the market.

Oh, technology. Where would we be without it? Less efficient, that’s for sure. And most certainly, less sure of our data’s purity. Technology is the backbone of any quality endeavor. Full Circle’s proprietary HoNoR approach is a perfect example. The

company’s unprecedented algorithm is so advanced, so intuitive, it frees managements’ time to deliver a deeply worthwhile consultative experience to every client they have.

CREATIVITY

Risks sound risky. But given proper assessment, and applied with confidence and expertise, they can be sound leaps of faith that reap extraordinary rewards. In fact, being creative within the confines of budgets and available technologies is the impetus of invention. Take open-end scoring. Previously thought to be impossible for inclusion in online survey results, Full Circle has mastered the implementation of a method that cleans and categorizes the data.

SMALL COMPANIES For start-ups and young companies, competing with conglomerates may seem insurmountable. At first. Small entities can win the quality game when they play to their strengths.

TECH ADOPTION

EXPLORE SOMETHING

It’s easier to take risks on new technologies, adopt unconventionally flexible approaches and put innovation first.

Rather than trying to be like everyone else, use your size to explore something that’s never been done— then become the premier expert in it.

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Four Elements of CHUTZPAH

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“If you’ve been ignoring your quality measures, it’s time to take a look under your hood before your clients do.”

About

Full Circle Research Co. Founded in 2013, Full Circle Research Co. is the first and only U.S.based, online consumer sample provider to earn ISO 26362 certification and the only company to offer HoNoRTM (Holistic Next-level Research), a proven approach to quality. This evolutionary marriage of advanced technology, flexible community strategies and industry-leading quality controls up validation in ways previously cost-prohibitive from an online provider. With more than 100 years of research experience in-house and a passion for providing exceptional customer service, Full Circle is committed to pushing the envelope on behalf of clients who want the purest data available. To learn more, visit iLoveFullCircle.com.

Afraid

?

of a little question

mark


SURVEY MAGAZINE - NOVEMBER 2016: CONCEPT TESTING

The Evolution of

Concept Testing By Phil Ahad, Senior Vice President, Digital Products

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Tolunaâ&#x20AC;&#x2122;s PowerConcept Concept testing is the largest overall expenditure for research-related activities by marketers today. 032

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F E AT U R E D

According to Gartnerâ&#x20AC;&#x2122;s 2015-2016 CMO Spend Survey, marketing budgets are increasing each year, with a focus on digital and social marketing. With these very saturated, competitive and real-time marketing channels becoming top priority, launching the right concepts quickly is more important than ever.

SURVEYMAGAZINE -NOVEMBER 2016: THE EVOLUTION OF CONCEPT TESTING

6%

It accounts for an average of more than 6% of marketing budgets annually!


SURVEY MAGAZINE - NOVEMBER 2016: CONCEPT TESTING

The Evolution of

Concept Testing

The technology available today allows for concept testing to be conducted quickly and easily – requiring only the ability to upload the appropriate media or advertisement. When businesses rely on technology and automation to quickly leverage consumer insights, they can rigorously test concepts with limited resources, helping to ensure a successful go-tomarket strategy or launch.

technology

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Once again, Toluna has rocked the research industry with the release of a fully automated concept testing platform. If you’ve been following our story, you know not long ago we hinted at a major announcement that would ultimately change the way research is conducted, expanding the possibilities of how you gain insights. It’s finally here, a revolutionary, fully-automated, DIY concept testing tool – PowerConcept. PowerConcept is a re-imagining of a traditional testing methodology that’s designed to help reduce the increasing demands placed on marketers. Using Toluna’s industry leading digital platform as its foundation, PowerConcept integrates the proprietary concept testing methodology developed by Harris Interactive. By combining the strengths of these two leaders in the research industry, high-quality research standards are baked in. This marriage of high-tech and method gives brands and creative agencies the best tool available today. With a few thoughtful clicks, concept testers can design their survey, select the sample and instantly understand the overall strength of their product/brand/ advertising concepts against competitors, or other concepts of the same brand. Since PowerConcept is part of the Automated Insights suite available on the QuickSurveys platform, the entire process is simple and intuitive.

1

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Compressed Concept Testing Timelines

Cost-Per Concept Savings


F E AT U R E D

SURVEYMAGAZINE - NOVEMBER 2016: THE EVOLUTION OF CONCEPT TESTING

+ concept

Results at a Glance

More than Automation

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SURVEY MAGAZINE - NOVEMBER 2016: CONCEPT TESTING

Compressed Concept Testing Timelines Insights need to move faster than consumers, and need to help power marketers to act and react in real-time in our digital world. PowerConcept takes the traditional market research timeline and shrinks it exponentially. Clients need quicker, cheaper and better data as they strive to accomplish a mountain of work with fewer resources, smaller budgets and impossibly tight deadlines. Brands looking to create the “next big thing” don’t have days, weeks or months to consider new strategies. Competitive pressures have forced everyone to work in compressed timeframes – hours … days if they are lucky. With PowerConcept, the impossible is possible. Real-time results mean instantaneous feedback, which has a positive effect on the entire development lifecycle. Speed, however, isn’t the only benefit.

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1 Cost-Per-Concept Savings A traditional concept test can cost more than $5,000 per concept, depending on the audience needed. In tests where a large number of concepts are being assessed, the project costs could border on the prohibitive. PowerConcept studies can be conducted for more than half the cost of traditional concept testing making market research budgets go a lot further. By reducing costs, Toluna is also making concept testing affordable to new markets such as smaller businesses, individuals and other entities that are seeking ways to conduct studies cost-effectively.

2


Like every system designed by Toluna, PowerConcept is streamlined and easy-to-use even if the survey designer isn’t a market research expert. PowerConcept’s strength lies in its dynamic design technology. It understands the order and significance of the questions that need to be asked. It is truly like having a data scientist at your fingertips. With PowerConcept, almost anyone can design a concept survey that will produce trustworthy, actionable results.

The Evolution of

Concept Testing

The Evolution Continues With the PowerConcept introduction, Toluna continues to set the standard in market research automation. Making market research easy and affordable for everyone isn’t just what Toluna does. It’s Toluna’s mission.

SURVEYMAGAZINE - NOVEMBER 2016: THE EVOLUTION OF CONCEPT TESTING

More than Automation

PowerConcept illustrates results in real-time once the study is launched. The automated reporting and insights deliverables are agency quality and provide clients with an online Infoboard, detailed concept report (PPT) and TolunaAnalytics for respondent level data. Using the powerful TolunaAnalytics reporting platform, concept testers can analyze different slices of the data, drill down to the respondent level and create crosstabs.

F E AT U R E D

3

Results at a Glance

4


ANNOUNCEMENTS Firefish launches pioneering insight communication and activation agency, Insider Award-winning, independent insight consultancy, Firefish has launched a new business – specialist Insight communication and activation agency, Insider. This new venture will be led by John Sayers, who previously headed up Firefish’s in-house insight film unit, Firefilms, and has been recognised by the industry with a variety of innovation and new methodology awards. Insider will fill a strongly emerging client need by offering much-needed solutions for communicating, activating and embedding research insight within the wider business. It creatively uses film, events, digital, print and experiences to help facilitate a deep connection between an organisation and its customers, ensuring that the customer is at the heart of everything they do. Insider is also working heavily with Virtual Reality as a tool for customer closeness and immersion by creating a ‘Customer Reality Studio’ to deal specifically with this burgeoning market. They have presented on this topic a number of times, including at MRS’ IMPACT 2016, and have written several blogs about how feeling and empathy are key to getting people to believe in who the customer really is, with VR being a perfect way to do this. John, a former Creative Director with 20+ years’ experience, comments: “We are extremely excited to be launching this new venture. We firmly believe that successfully communicating insight is an incredibly important, but often overlooked, process. Socialising customer insight within a business and making it part of the culture adds an enormous amount of value to your research investment. When done successfully, it can bring about a positive business impact from research and trigger meaningful actions based on insight. We have a great team that are already engaged in a number of exciting projects and we’re looking forward to really changing the landscape in this area.”

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SSI and FidMe Launch Loyalty Rewards Program

FidMe, the leading European mobile loyalty wallet application, and SSI today announced a new loyalty program called My Opinion Club. The program allows FidMe users to earn points by participating in mobile surveys and sharing their opinions. SSI, the leading global provider of data solutions and technology for consumer and business-to-business survey research, teamed up with FidMe to expand SSI’s mobile panel membership in Europe. FidMe users who enroll in the free My Opinion Club program at www.myopinionclub.fr will earn 250 FidMe points once they complete their first survey. By participating in ongoing surveys users will earn additional FidMe points. These points will be directly deposited into users’ accounts and can be redeemed for money off offers and deals from many renowned websites, special exclusive FidMe offers and a fast growing pool of new partnerships. “FidMe is always looking for ways for our users to earn additional points in their mobile wallets,” said Laurent BourgitteauGuiard, general manager and co-founder

of FidMe. “SSI offers our users a new way to earn points by simply participating in mobile surveys. It’s the first time we’ve teamed with a company that facilitates market research for consumer and business-to-business products and services.” The FidMe loyalty wallet is a mobile application that connects businesses to loyalty program members in more than 80 countries. The service enables loyalty programs, merchants and other consumer service companies to embed balance tracking and loyalty commerce transactions into their product offerings, all via a free mobile app, available at App Store and Google Play. With the FidMe mobile app users save their loyalty card information on their phone in seconds. Carrying cluttered wallets or forgetting their loyalty cards becomes a thing of the past. The FidMe mobile app stores a consumer’s favorite brands and loyalty card information on a single app which can be used at more than 8,500 retailers.

READ MORE > www.MarketResearchBulletin.com


Full Circle Expands with New Texas Ops Office Headed by Industry Vet, Todd Neff. Full Circle Research Co., with offices in the Greater Metropolitan DC Area and Connecticut, announced that it has expanded its footprint to include Houston, Texas. Respected industry insider Todd Neff will take the helm there. It is the most recent step in the organization’s mission to deliver the most consultative, professional experience in the online sample industry.“

NEWS

Full Circle Expands with New Texas Ops Office

Deepening Full Circle’s operations involves a consistent, vigilant eye on infrastructure and efficiencies,” said Nathan Lynch, co – CEO of Full Circle. “Opening in Texas strengthens our national reach. Having Todd on board to guide this segment of our growth is a win-win: with his leadership, we preserve our scalable, boutique-feel infrastructure while offering ever-increasing levels of innovative guidance to our client base. READ MORE > www.MarketResearchBulletin.com

Former Esomar President Joins Voxpopme

In keeping with their video-first approach, Voxpopme recorded a short interview with Dan at TMRE ‘16 to introduce his appointment to their advisory board. Dave Carruthers, Voxpopme CEO, commented; “The last 12 months have been incredibly exciting for the company, with over 300% revenue growth. We want Voxpopme to grow smart, not just fast, and so we have carefully developed a strong advisory board to help steer the company’s direction.

For the last 12 months we have been working with the brilliant Kristin Luck, and today I am very pleased to announce that joining Kristin on our Advisory Board is former ESOMAR President Dan Foreman. His experience with innovative companies in the research space will bring invaluable insight and help chart the path to mass video adoption in the research industry.”

VIDEO

Video insight pioneer Voxpopme has announced the addition of former Esomar President, Dan Foreman, to its rapidly expanding team.

FocusVision pilot’s new qual video technique Partnership to pilot new focus group video technology. FocusVision, the global leader in market research technology and Schlesinger Associates, the leading qual + quant data collection company, today announced a partnership to pilot a new focus group video system.The immersive new pilot system re-invents focus groups by placing observers in the midst of the conversation. Featuring 3600 cameras, the system allows expressions, and non-verbal cues to be witnessed clearly in the moment. The camera automatically follows the conversation wherever it goes, creating a whole new experience for observers. READ MORE > www.MarketResearchBulletin.com


NEWS

ANNOUNCEMENTS

SSI Rolls Out DataView, a New and Easy-to-Use Reporting Tool Comprehensive and Convenient Way to View, Monitor and Report on Survey Research Project Data. SSI rolled out a new project reporting tool designed to help market research companies and project managers closely monitor fieldwork and view survey results quickly and easily. SSI DataView is a real-time monitoring application that allows researchers to look at their data in several different ways – all on one dashboard. The standard package, available to end-to-end clients who program and host with SSI, is a value-added tool to manage and view multiple projects from anywhere at any time. It allows users to view executive, topline findings or granular details; export filtered data, tables and charts for reporting purposes; present data through a range of visualization options, and compare and contrast data from multiple countries. The tool is presented in an intuitive and mobile-friendly design. “Once again, solidifying our leadership position in B2B and B2C project work, SSI DataView provides our end-to-end clients an accurate view, right at their fingertips, of all their market research project data, so they can be confident their research efforts are fielding correctly,” said Bob Fawson, chief product officer at SSI.

on questions. This looks too good for a first version to market. It has everything I need and exceeds my expectations.” “Clients can check on project status at any time by clicking on the SSI DataView link. Because it is so easy to perform mid-field checks and quickly answer questions without having to wait on an expert, the tool provides peace of mind,” added Fawson. “More and more customers across the globe are asking for programming and hosting services. This new tool adds another level of convenience to our end-toend solution set,” explained Mark Slobbe, senior vice president, operations at SSI. “With more than 170 foreign language survey programmers and developers working in-house worldwide, SSI provides quick project turnaround times and unmatched expertise in the latest survey design techniques across all modes including mobile. It should be no surprise that more than 3,000 clients value SSI’s end-to-end solution.” SSI’s programming and hosting services also provide clients an around-the-clock dedicated support team ensuring fast, accurate and reliable service, and coders who understand project objectives, cultures and context. A proprietary, automated diagnostic offering – the SSI QuestTest tool – is also used to check for issues, errors and mobile compatibility prior to fielding.

“The overview is great to have so we can see progress quickly ourselves without involving SSI experts,” said Stewart Thomson, client services director, Tapestry Research. Tapestry was part of the initial pilot phase of DataView. “I can see us using SSI DataView’s topline viewer during fielding for a quick heads-up

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READ MORE > www.MarketResearchBulletin.com


Research Industry News Industry Research News. Get the latest marketing research industry news, headlines and articles. Read comprehensive industry reports on market research firms, research methods, business and consumer research, IT research and more. Visit us here online, or subscribe to our Market Research Bulletin weekly e-Newsletter.

Critical Mix Appoints Heather White to Lead Survey

New executive will grow the company’s capability to provide easy access to target survey audiences worldwide. Critical Mix, a global data and insights company, is excited to announce that Heather White has joined the company to lead the continued expansion of its repository of high-quality, profiled survey respondents. In this new role, Heather will be responsible for identifying and building strategic partnerships, enhancing member care and engagement programs, and creating data integration approaches. Heather has over 15 years of experience in sample procurement and engagement, data quality, and strategic partnership execution. Her passion is cultivating long-lasting business relationships and developing innovative member-centric programs. She has led the research industry in establishing and advancing B2B panel recruitment through extensive partner networking. Heather’s expertise includes partner development,

sample acquisition and retention operations, and technology integrations. Prior to joining Critical Mix, Heather spent 13+ years at Research Now where she was Vice President, Partner Relations. “We are so pleased to welcome Heather to our team. As demand for faster, easier access to marketing intelligence grows, Heather’s expertise gives us the ability to broaden the availability and depth of engaged respondents for survey research. Her addition and new role is pertinent as we continue to invest in building reliable survey audience sources,” said Hugh Davis, Co-CEO of Critical Mix. Ms. White commented, “I’m thrilled at the opportunity to join Critical Mix. The entrepreneurial spirit, integrity and focus at Critical Mix is visibly distinct and I’m excited to be a part of a team that’s dedicated to developing innovative strategies and member-first initiatives.”

READ MORE > www.MarketResearchBulletin.com

PureSpectrum gets strategic investment from Research Now and Critical Mix PureSpectrum announces the launch of a global marketplace for buyers and sellers of online sample, with strategic investments from Research Now and Critical Mix. PureSpectrum’s mission is to create the most intuitive and intelligent marketplace to bring together quality suppliers and buyers in a simple and user-friendly application. The marketplace is now available and continues to aggressively roll out new features, support more countries and integrate new suppliers in the coming months. READ MORE > www.MarketResearchBulletin.com


SURVEY MAGAZINE - NOVEMBER 2016 ISSUE  

Our interview article with Dyna Boen and Craig Stevens from UBMobile is of significant importance to the research industry as they have tea...

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