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JACQUELINE ROSALES Chief of Operations SOAPBOX SAMPLE
Motivation
Mindset
? revolutionary
Evolutionary or
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THE POWER
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The Personalities of Our Special Issues When I’m looking for a supplier of business services or a new product to integrate into our little publishing firm, I find myself more and more looking for personality… originality …. “spunk” and of course, quality. While being a small business gives us the flexibility to be a little more prone to risk, it also allows us to stay innovative and relevant. Being more relevant ... innovative. I guess that is why when we publish our special issues each quarter, (Technology Trendsetters, Data Dominators, 20 Researchers You Need to Know, and new this year – Mobile Monsters) we aim to bring out the personalities that our industry has such a vast wealth of.
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I’m always amazed at the talents, backgrounds and experiences people bring to the world of marketing research. We think that talent and personality should have a showcase. It’s about getting to know the personalities behind the marketing curtain and revealing the intrinsic value that the research community brings to the overall business environment. Look for our Spring Issue of Technology Trendsetters coming to us this March. We’ll be selecting 10 people, who truly have an abundance of PERSONALITY and be the Technology Trendsetters of tomorrow.
R. Jon Leiman
Publisher | Editor, SURVEY Magazine
Managing Data Effectively I brought new software programs to my companies and taught my teams how to manage data effectively and efficiently.
TALIA FEIN
Project and Data Manager KRC RESEARCH
DATA DOMINATOR
When I think about the future of the research industry, I imagine survey research as being the foundation of a house. Survey data and data management are the building blocks of what we do. When we do them excellently, we are a well-oiled machine. But a well-oiled machine doesn’t sell products or help our clients drive growth. We need to have the foundation in place in order to extend beyond it and prepare ourselves for the next big thing that comes along. And that next big thing, in my mind, is big data technology. There is a lot of data out there, and a lot of ways of managing and analyzing it, and we need to be ready for that. We need to expand our ideas about where our data is coming from and what we can do with it. It is our job to connect these data sources and find greater meaning than we were previously able to. It is this non-traditional use of data and analytics that are the future of our industry, and we have to be nimble and creative in order to best serve our clients’ ever-evolving needs.
good for what types of questions. In the case of this research, we analyzed mobile behavioral data, including mobile app and mobile web usage, along with survey-based data to get a full picture of consumers’ behavior, experience, and attitudes toward mobile wallets. We also came away with new Best Practices for how best to manage passive mobile behavioral data, as it presents new challenges that are unique from managing survey data. Our clients are making big bets on new technology and they need the comprehensive insights that come from integrating multiple sources. We specifically sampled different sources because we know that—in practice—many of our clients are being handed multiple data sets from multiple data sources. In order to best serve these clients, we need to be able to leverage all the data sources that are at our and their disposal so that we can glean the best insights and make the best recommendations.
One recent example of this is CMB’s 2015 Mobile Wallet study, which leveraged multiple data sources and—in the process—revealed which were
733 Tenth Street NW Suite 500 Washington D.C. 20001 krc@krcresearch.com
KRC RESEARCH
A B OU T TA L IA F EIN Data Skills - Improving the Data Processes When I left CMB, I quickly became the survey and data expert among my new colleagues and the point person for all SPSS and data questions. But it wasn’t just my data skills that were being put to use. To me, data management is also about the process and the organization of data. In my subsequent roles I found myself looking to improve the data processes and streamline the systems used for survey data.
DATA DOMINATOR - TALIA FEIN When I first came to CMB, a research and strategy company in Boston, I was fresh out of undergrad and an SPSS virgin. In fact, I remember there being an SPSS test that all new hires were supposed to take, but I couldn’t take it because I didn’t even know how to open a data file. Fast forward a few months, and I had quickly been converted to an SPSS specialist, a numbers nerd, or perhaps more appropriately—a data dominator. I was a stickler for process and precision in all data matters, and I took great pride in ensuring that all data and analyses were perfect and pristine. To put it bluntly, I was a total nerd.
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Talia Fein is a Project Manager/Data Manager at Chadwick Martin Bailey (CMB), a market research consulting firm in Boston. She’s responsible for the design and execution of market research studies for Fortune 500 companies as well as the data processing and analysis through all phases of the research.
LOCATION Washington D.C.
CONTACT (202) 628-1118
Her portfolio includes clients such as Dell, Intel, and Comcast, and her work includes customer segmentation and loyalty, brand tracking, new product development and win-loss research.
TO LEARN MORE ABOUT KRC RESEARCH www.krcresearch.com AUGUST 2015
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March 2016
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JACQUELINE ROSALES Chief of Operations SOAPBOX SAMPLE
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SUR VEY MAGAZINE - JANUARY | FEBRUARY 2016: MOTIVATIONAL MINDSET
Mindset
F E AT U R E D
Motivation
An Entrepreneur’s Approach to Recovery
The market research community may be small and tight-knit, but occasionally members of our industry can experience dramatic transformations completely under the radar. Many may be surprised to learn that last year, Jacqueline Rosales, COO of SoapBoxSample, and her family were involved in a near-fatal head-on car collision. Jacqueline sustained a series of injuries that she is still working to overcome. Her story is one of resilience, tenacity and guts across all areas of her life, from rehabilitation, to fitness, to entrepreneurship. She shared with us her personal toolkit for facing adversity, one that she has relied on both in and out of the office as a COO, boss, mom, wife, friend and athlete.
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Motivation
Mindset Set the stage for us. Tell us about building SoapBoxSample and what your life was like before the accident. What a crazy journey. The opportunity to launch a start-up, and essentially run my own company, had been a dream of mine for a long time. I have some unconventional approaches that focus more on the personal side of business than the business side of business that I believed could power the growth of a company. In 2012, about the same time I was asked to come onboard to launch SoapBox, I was introduced to Crossfit and Obstacle Course Racing (OCR). I’ve heard that working out can increase mental stamina and it must be true. I could not have gone though launching and growing SoapBox without my intense, insane workouts, and I know I couldn’t have gotten through those workouts without the intense insanity of launching a start-up.
How did those two experiences (doing CrossFit and launching SoapBox) complement each other? You have to be equally crazy to agree to launch an Online Sample company in 2012 (12+ years late in a space that runs in dog years) as you are to agree to run a 200 mile overnight relay with your friends, deadlift and squat more than your body weight, or trudge through miles of obstacle laden terrain and swampy ice cold water to reach a finish line (for fun). When I walked into my new job at SoapBox to find, “oh wait, there is no SoapBox, I have to create that from the ground up,” was like walking into my CrossFit gym and taking a peek at the WOD (Workout of the Day) Board. Both invoke feelings of “Hell no,” or the more R-rated version of “You have to be f*ing kidding me.” On a daily basis I had the thought that there was no way I could do this, but I am sure going to try like hell. In the middle I would be cussing and PROMISING to never do it again. By the end, I couldn’t wait for the next day.
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“
To take on a
seemingly impossible challenge and
watch things take shape, alongside people you admire, sets such a fire under me.
“
F E AT U R E D
At the start of 2015, SoapBox had grown to 20+ full-time employees. We had outgrown the ISA offices and were now in our own space. We were hitting sales and profitability goals and were poised for tremendous growth. On the fitness front, I was in the best shape of my life. I was running faster and further, lifting heavier, tackling more obstacles and hanging out with some insane athletes that seemed to all just pretend like I was one of them. When I traveled for business, I would rope some poor unsuspecting soul into running or working out with me. I even had the pleasure of making a few people puke. In all areas of my life I felt more motivated and empowered than I ever had before.
SUR VEY MAGAZINE - JANUARY | FEBRUARY 2016: MOTIVATIONAL MINDSET
You grew SoapBox into a viable company in what seems like an impossibly short amount of time while doing all kinds of crazy athletic ventures.
And suddenly everything changed. Can you share with us what happened on the day of the car accident? It started out like a typical weekend for my family, action packed. My daughter, Ella, had a photo shoot in Woodland Hills followed by a cheerleading competition, and we were planning to spend the rest of the weekend skiing in Big Bear. The morning of the crash I ran the fastest mile I had ever run. I was excited, thinking of the next fitness goal I could set and break. That afternoon, as we headed up a windy mountain road to Big Bear my husband and I watched in slow motion as a car came barreling towards us. The crash was head-on at a 100-mile-an-hour impact. We got really banged up. Thankfully my daughter got away with only a few bumps and bruises (and lots of counseling). My husband broke his ribs, but I was driving and got the worst of it. My legs were literally blown open from the impact, my feet were jammed under the pedals and I hit my head. My daughter was in the back screaming while paramedics spent more than an hour untangling me from the wreckage. It’s an experience I hope no one ever has to go through.
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“
As an
entrepreneur, you have to be aware of limitations, but not let them limit you. It was the same for my physical recovery.
“
How did things change after that? Suddenly I needed other people to help me do basic things like shower and go to the bathroom. Being stripped of my physical and mental capacity was super tough. My injuries are still lingering today and I suffer from nerve damage to my peroneal nerve, a condition called RSD (Reflex Sympathetic Disorder) and PCS (Post Concussive Syndrome). Recovery has been long, painful and full of ups and downs. But I was fortunate in that people from all facets of my life stepped up to help and I was so humbled and impressed but the company I keep. The ISA family was more supportive than anyone could ask for.
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Months of intensive physical therapy brought me to the point where I could stand, then limp, and then finally take a few steps. The next day I was back in the CrossFit gym. I wasn’t able to do any of the things I could do before, but by focusing on each tiny improvement I was able to reach my target. When I started getting back into the day-to-day operations at SoapBox it was the same. I did what I could, celebrated the small victories, accepted the setbacks, cried a lot and just tried to be better than I was the day before.
How did all this impact SoapBox in 2015? Despite the difficulties this year SoapBox will still experience exponential growth over last year. That speaks volumes of my staff. Staff is the lifeline of any business. I do not believe in having conventional boss/ employee relationships with rigidly defined structures. I have a personal connection to my team members. In previous positions I was told that my job is to be a boss, not a friend. I don’t think I could disagree more. How can I truly lead and motivate people if I have no idea who they are, or what is going on in their lives?
Mindset It’s clear you are very passionate about SoapBox and life in general. Where does that passion come from?
SUR VEY MAGAZINE - JANUARY | FEBRUARY 2016: MOTIVATIONAL MINDSET
Mindset is the crux of taking on any challenge. On a daily basis, sometimes multiple times a day, I had to make a decision as to whether I was going to give in, or keep going. The same mindset I have had with SoapBox. I had to call upon my resources, I had to trust people, I had to realize I am not in charge of what happens, but I am in charge of my mindset.
Motivation
F E AT U R E D
How did you approach your recovery?
Well, I am a super emotional person. I believe emotion is the root of passion. And without passion you can’t motivate people. Passion is what enables me and my team to keep going when everything seems stacked against us. People may be taken aback by my bluntness initially but once they get used to it, they know they can count on me to tell them what I really think. There is never a question as to where you stand with me. If I’m sleepy, hungry, or have to pee, you will know about it. Is it too much information sometimes? Maybe, but I would rather be authentic regardless of the risk.
It’s clear you are very passionate about SoapBox and life in general. Where does that passion come from? Well, I am a super emotional person. I believe emotion is the root of passion. And without passion you can’t motivate people. Passion is what enables me and my team to keep going when everything seems stacked against us. People may be taken aback by my bluntness initially but once they get used to it, they know they can count on me to tell them what I really think. There is never a question as to where you stand with me. If I’m sleepy, hungry, or have to pee, you will know about it. Is it too much information sometimes? Maybe, but I would rather be authentic regardless of the risk.
It seems a lot of business leaders talk about authenticity, don’t they? I think a lot of business leaders preach authenticity but don’t really live it. I don’t believe in having separate personas for different parts of my life. It’s who I am, so why try to be someone else? Being true to yourself will inspire the right kind of people to join you, and the people who aren’t interested in who you are will never be on your team anyway.
“There is a certain risk with vulnerability, but the rewards are limitless.” For me, market research is incidental. What excites me most about running a company is building an awesome team. My ultimate goal is to inspire people and help them find their passion, by creating an environment that is open to possibilities. That’s why I created the Tell Tale 10.
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Motivation
Mindset What is the The TellTale 10? I wrote the TellTale10 on my first day at SoapBox. I was sitting in an office by myself wondering why I thought I could attempt to launch an Online Research Company from scratch. I decided to focus on determining what the company culture would be. The TellTale10 was born out of this — these are a set of 10 principles for how I strive to conduct myself in the workplace and the qualities that anyone who works here must believe in and practice. “Create value, Inspire ideas, Motivate others, Take risks, Invoke Passion, Be genuine, Be honest, Be reasonable, Be clear and Have Fun.” Events occur in everyone’s life that force people to examine who they really are, at their core. Losing my physical abilities was devastating, but the rebuilding process gave me an opportunity to truly test my strengths. I also learned how to lean on people, and accept help. My goal now is to help as many people as possible find the guts to lead an authentic life.
You can read more about Jacqueline by reading her blog, TellTale10 at www.TheTellTale10.com. To find out more about SoapBoxSample, visit www.SoapBoxSample.com.
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F E AT U R E D SUR VEY MAGAZINE - JANUARY | FEBRUARY 2016: MOTIVATIONAL MINDSET
“
I believe that
personal connections to people is what
makes you a Leader. Bosses come and go, but leaders have lifelong impact.
“
JACQUELINE ROSALES Chief of Operations SOAPBOX SAMPLE
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TRENDS What’s Hot in Mobile ........................... 18 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 ......................................... 20 Get the inside scoop on our Cover Photography Sessions and the various magazine departments for this special issue of SURVEY.
WEB ROUND-UP What’s Clicking: Some of our most popular online articles ........................ 22
See what articles and featured content are the most popular on the SURVEY Magazine websites.
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SURVEY Magazine Social Media Connections ........................................ 27 A glimpse of some of the interactivity and conversations about SURVEY Magazine around the social media stratosphere.
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D E PA R T M E N T S
CONTENTS. J A N U A RY | F E B R U A RY, 2 0 1 6
S U R V E Y I N N O V AT I O N MOTIVATION MINDSET . . . . . . . . . . . . . . . 0 6
ONLINE SURVEY ONLINE BREAKS OUT OF THE OPT-IN BOX . . . . . . . . . . . . . . . . . . . 3 8
S U R V E Y D ATA THE POWER OF ANALYTICS. . . . . . . . . . 2 8
S P E C I A L F E AT U R E ACQUISITIONS . . . . . . . . . . . . . . . . . . . . . . . . 3 0
THE ART OF LISTENING . . . . . . . . . . . . . . . . . 5 0
Survey Buzz
Hot research topics and news . . . . . . . . . . . . . 2 0
Survey Web Round-Up
Updates from our online properties . . . . . . . . 2 3
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NEWS Market Research Bulletin . . . . . . . . . . . . . . . . . 5 4
SURVEY METHODOLOGY EVOLUTIONARY OR REVOLUTIONARY You Decide. Inbound Survey and Polling Respondents!
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Garmin’s Augmented Reality Headset Could Be A Dream Come True For Cyclists Garmin‘s new Varia Vision device could either be a dream come true for cyclists or a work in progress, but this is definitely an interesting accessory. The Varia Vision is an augmented reality display that you mount to your sunglasses. And it’s not just about displaying how well you’re doing, it can alert you about traffic and directions. Many cyclists already have tiny computing devices on their handlebars. But it can be dangerous and cumbersome to look down when you’re riding in traffic. You might also miss some key information, such as directions. With the Varia Vision, your information is directly in your line of sight. You get data, turn-by-turn directions, notifications from your phone and more. If you also put a rearview radar, you’ll also get alerts about cars approaching your from behind.
When it comes to the user interface, it works like the Google Glass. There’s a tiny touchpad on the side so that you can scroll through menus. It has an integrated ambient light sensor and is waterproof. It can even vibrate to alert you. The battery is supposed to last eight hours. Other companies have made augmented reality devices for athletes, such as Recon Instruments. The company was recently acquired by Intel, so it’s unclear whether they’re still focused on developing new augmented reality devices. It all comes down to execution. It’s hard to tell whether this device is actually useful and works as expected without trying it in real life. Given that it uses your phone for GPS directions and notifications, most of the computing power happens on your phone.
3 products you have to try The Nima from 6 Sensor Labs A $249 gadget that can test food for gluten in under 2 minutes with antibody-based test and disposable pods. Something like this could change the lives of those with Celiac disease or gluten sensitivity 018
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The EHang 184
02 A human-sized drone built by the Chinese UAV company EHang. It is an autonomous drone that will be able to carry a single passenger for 23 minutes at a speed of 60 MPH. The 184 also has gull-wing doors and arms that fold up.
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The Daqri smart helmet An industrial device that projects important information in front of the eyes of the wearer. It doubles as a hard hat and safety goggles making it ideal for anyone working with heavy machinery or in technical fields.
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WHAT TO KNOW ABOUT THIS JANUARY | FEBRUARY 2016 ISSUE
In this issue
It is not often that I comment on the content of our publications with a personal voice. It has always been our point of view that the content brought forward in our magazines be that of the experts that are participating, leading and innovating our industry. It is this premise that always makes our content relevant and meaningful to our readership.
page 06
However, in this issue of SURVEY we have a unique treat. It is that of the personal and professional triumphs of one of our industry’s most respected leaders, Jacqueline Rosales, COO for SoapBoxSample. She has invited us into a personal experience that had dramatic affects in not only her personal life, but how she used core values within her personality to triumph in her professional life. Please join me in extending a sincere thank you to Jacqueline ….I’m inspired … I’m forever moved … and truly honored that you’ve chosen our publication to share this story. Let’s make “Motivation Mindset” our inspiration for innovation in the research industry.
JACQUELINE ROSALES Chief of Operations SOAPBOX SAMPLE
I hope you enjoy this issue of SURVEY Magazine as much as we have enjoyed preparing for you.
R. Jon Leiman
Editor | Publisher SURVEY Magazine SURVEY
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BURKE, INC. PROMOTES JOHN THOMAS TO SENIOR VICE PRESIDENT & MANAGING DIRECTOR, BURKE HEALTHCARE
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Burke, Inc. is pleased to announce the promotion of John Thomas to Senior Vice President & Managing Director, Burke Healthcare Since joining Burke in 2009 as a Vice President, Client Services, Mr. Thomas has had a significant impact on the firm’s healthcare business. As he built a successful healthcare research practice, he also supported his peers in building their businesses. He was the natural choice to be promoted to Vice President, Managing Director of Burke Healthcare in September 2014. “Over the past year, John has launched initiatives to encourage knowledge-sharing and training within the healthcare practice and he has contributed to attracting a broad array of healthcare clients to Burke,” said Tara Marotti, Senior Vice President and Head of Client Services. “Under his leadership, Burke Healthcare is poised for strong growth.” www.MarketResearchBulletin.com 022
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UPDATE Leading CX firm launches world’s most comprehensive program to help companies assess and grow financial results from customer experience efforts. With the launch of CXEvolution™, MaritzCX has cracked the code on translating customer experience (CX) programs into hard business results. CXEvolution is the first and most comprehensive framework for assessing, measuring and prescribing specific actions proven to link customer experience maturity with financial outcomes.
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SSI Gets GLobal. Since 1977, the I in SSI has stood for International We have the largest global footprint of anyone in our industry segment with offices in 21 countries and sample in over 100. Today, a significant and growing portion of our work is multi-country which we are uniquely able to handle, because we operate our proprietary panels and manage our projects on a single, integrated technology platform. Our global scale and seamless operations, means that SSI can deliver high quality B2B and B2C product and services, with local expertise, consistency and speed all over the world. No one gets how to conduct global research better than SSI.
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This may appear counter-intuitive, but a tracking study which, for example kept FB as a consistent sample source over the past 5 – 10 years would have seen their sample change dramatically as the Facebook universe shifted from elite college students to today’s grandparents. [ March 2015 ]
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Design Representative TV RPD Mega-Panel. True hybrid mea- surement across all platforms will be realized when representative samples of TV viewing data can be constructed us- ing various forms of Return Path Data. [ April 2015 ]
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Big Data is getting bigger. The Information Age is chugging on, creating vast swathes of rich data on all facets of private and business life. In its wake, the world is coming to terms with what this means in terms of potential and practicality. This new world offers so much opportunity, in theory. [ Fall 2015 ]
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What’s wrong with business today? Most companies are too disconnected
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As qualitative and quantitative methodologies merge, online panels have become increasingly important to both research segments. The ability to recruit, track, monitor, and reward panelists across a broad set of market research solutions is a highly compelling propositioFocusVision Acquires Kinesisn that is currently lacking in the research industry. This acquisition sets the stage for the future of market research.
”
Leslie Townsend,
CEO & Co-Founder of KinesisPanel.
FocusVision Acquires Kinesis Survey Technologies Adds Panel Management to Growing Suite of Market Research Technologies
FocusVision, announced the acquisition of Kinesis Survey Technologies, now KinesisPanel. KinesisPanel is the premier online panel management platform through its device-responsive design, innovative automation tools, and advanced reporting capabilities. The addition of KinesisPanel to FocusVision’s suite of quantitative and qualitative research solutions enhances the product options available to both FocusVision and KinesisPanel clients by providing a wider set of fully integrated market research tools with real-time data synchronization into a single panelist database.
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The addition of KinesisPanel advances FocusVision’s mission to transform the market research industry by providing the most powerful set of quantitative and qualitative research technology solutions under one roof. We are pleased to welcome KinesisPanel into the FocusVision family.
”
Eric Grosgogeat,
CEO & President, FocusVision
Jamin brazil Interview with ResearchRadio’s Paola Nunez. click Here to listen.
Acquisitions Always Stay Connected
S U R V E Y SOCIAL
SSI Announces Acquisition of Instantly Chriss Fanning Interview with ResearchRadio’s Paola Nunez. click Here to listen.
SSI has announced its acquisition of Instantly Inc., a provider of online and mobile audiences and insights technology tools. With this acquisition, SSI strengthens its leadership position as a global data solutions and technology company by significantly expanding its scale in online and mobile panels. SSI’s ownership of Instantly is effective immediately. “Clients will greatly benefit from SSI’s acquisition of Instantly and its integration into SSI’s operations and technology portfolio,” said SSI President and CEO Chris Fanning”. “We continue to be focused on building large, robust panels globally, and leading-edge technology solutions that enable faster access to respondents, with particular focus on mobile. Combining Instantly with SSI will create attractive scale economies and accelerate our industry-leading product development roadmap with respect to online and mobiledriven solutions,” concluded Fanning.
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SURVEY MAGAZINE: - JANUARY | FEBRUARY 2016: The Power of Analytics
Paul DePodesta & the
power
of Analytics After moving to the NFL, the Cleveland Browns collected three championship trophies in their first 5 years in the league. Unfortunately, their performance slipped into mediocrity by the 70’s, and in subsequent eras, their lackluster performance continued. While the Browns have a history of making bad personnel decisions, the Browns tapped DePodesta not due to their situation, but rather out of the need for a guide in transforming their organization, and remaining competitive.
This article explores analytics, big data, and their impact in and outside of sports; and why the Browns joined countless organizations in exploiting the power of data.
Statistics are much more than numbers. They drive major business decisions, engineering, and everyday life. They fuel testing of new medicine, protect our borders, push the Warriors to the NBA title, and even guide personal decisions, whether used consciously or not. Over millennia, military leaders employed data and analysis to defeat enemies. Today, major business leaders all over the world employ the same methodology in delivering cherished goods and services. Even the world of sports and entertainment understands this aspect of modern business. For example, The Cleveland Browns recently made headlines by hiring Paul DePodesta, a former collegiate wide receiver, rose to fame through a dramatization of Michael Lewis’ “Moneyball,” which chronicled his ability to use baseball statistics to aid the Oakland A’s in competing against better financed teams.
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The Analytics Machine Driving Modern Business Analytics or business intelligence (BI) owes its substance to military intelligence and serves the same essential purpose. At every stage of a campaign, intelligence gives commanders a clear picture of battle with pros and cons of options. In business, leaders maintain a picture of operations and status, and the factors affecting outcome. Before computer use in business, business intelligence primarily involved legal spying (like military spies). It began to mature by the 1800s when Richard Miller Devens wrote about a banker exploiting data to outperform competitors. In the 1950s, commercial computers hit markets, and modern business intelligence officially began. Hans Peter Luhn, an IBM researcher and leading computer scientist, created foundational business analytics systems, and laid the groundwork for analyzing and distributing documents. Some consider him the father of BI.
Business Intelligence Earnings Growth 2008 – 2013 (Billions USD) Organization 2008 2009 2010 2011 2012 2013 SAP 2.105 2.066 2.413 2.883 2.902 3.057 Oracle 1.285 1.350 1.646 1.913 1.952 1.994 IBM 0.997 1.136 1.222 1.477 1.735 1.820 SAS 1.287 1.325 1.386 1.542 1.600 1.696 Microsoft 0.681 0.739 0.913 1.059 1.190 1.379
In the 1950s, commercial computers hit markets, and modern business intelligence officially began. Hans Peter Luhn, an IBM researcher and leading computer scientist, created foundational business analytics systems, and laid the groundwork for analyzing and distributing documents. Some consider him the father of BI. Business intelligence advancement developed parallel to computer technology development, exploiting every viable tool available to private organizations and individuals. Through various innovations, its main resources actually remained the same: big data, analysis applications, and statistical theory. Cultural shifts within business led to more and deeper business intelligence use. Business, like sports, possesses a macho culture with great minds exploiting their instincts and natural talent. This environment wrestled with accepting analysis, however, the cold, hard facts won them over, cementing and advancing its role.
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SURVEY MAGAZINE: - JANUARY | FEBRUARY 2016: The Power of Analytics
Virtually every industry employs analytics including, but not limited to the following examples: Analytics Across Industries Manufacturing, Retail, Wholesale & Distribution Financial Services
21%
15%
Telecom & Utilities
14%
Other
13%
Government, Nonprofit & Edu.
11%
Healthcare & Pharmaceuticals
11%
Legal, Real Estate & Consulting Transportation
6%
4%
Advertising & Mktg.
3%
Travel, Hotel & Leisure
1%
032
+
As it relates to marketing and advertising, analytics determine the effect of campaigns and channels including their ROI.
+
Analytics is widely used in politics to determine the best way to access, motivate and interact with political supporters.
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Analytics is widely used in the military to understand the enemy or to go as far as anticipating or counter attacks. Some military applications even analyze an enemy’s facial expressions.
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In medicine, along with improving profits and reducing waste, data predicts epidemics, aids in curing disease, and aids in avoiding preventable deaths.
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+
63%
IBM surveyed over 1,000 international executives from 67 countries. The survey reveals 63% of organizations achieve a positive return on analytics investment within one year, and 26% realize it in as little as 6 months. Businesses across sectors clearly recognize the transformative effect of analytics with customer service, operations efficiency, and fiFi Financial or risk management as the main areas of application.
Out of those surveyed, 49% of organizations report employing big data exceeded their expectations for returns, and 40% of organizations (up from 25% in 2013) focus analytics on operations.
SURVEY SAYS . . . Another recent survey of over 300 professionals, showed 65% credited analytics with driving business process change. These professionals represent manufacturing, financial services, telecoms, government, nonprofits, and healthcare. 100% of respondents stated their organization used analytics; furthermore, 57% claimed their organization would increase analytics spending.
Research has shown that more than 80% of the world’s major business leaders pursue big data projects to remain competitive. Nate Silver, a statistician, skyrocketed to fame on the back of his baseball and election analysis. He initially became known for his PECOTA system, a statistical forecasting system for major league baseball player performance. His system grabbed the attention of major sports media entities and publications such as ESPN, the New York Times, and Sports Illustrated. Others recognized Silver’s talent after he correctly predicted 49 out of 50 states in the 2008 US presidential election. This earned him a spot on Time’s “100 Most Influential People” list. Four years later, he correctly predicted all 50 states in the 2012 election. 12
%
Quality data and analysis form the foundation of powerful analytics. The data must tell a story, and provide all the information needed to spot trends or support critical decisions. Any other data offers no insight. The size of big data proves its weakness and strength. Analysts unfortunately spend more time aggregating a sea of data than analyzing it. Many organizations also realize, like sports organizations, data analysts must partner with experts in the field to achieve quality analysis.
+
Rebuilding Cleveland’s Machine Analytics might not get the Browns to the superbowl anytime soon, however, the organization has a different goal. They simply want to leverage an excellent resource in tuning operations, a move the NBA, MLB, and many other major leagues agree works. Many know about the general results of these efforts, but much of it remains hidden like the trade secrets of successful businesses.
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Analytics on the Field The Red Sox exploited analytics and emphasized on-base percentage, something which proved critical to developing a championship contender, and which currently fuels huge salaries. Nor (number of walks) caused baseball to reevaluate hitters and pitchers, and control the metric given its value both in prevention and draw. Analytics also caused a drop in base stealing attempts, which fell by 30% between 1993 and 2013. The NBA flocked to the 3-point corner shot on the strength of its performance in analysis, increasing the attempts by over 100 percent. Analysis also revealed optimal lineups and tactics. Analytics offers more than game actions, and extends to player health. Many organizations use data to monitor, prevent, and manage injuries.
+
+
The Team
Data influences picks and coach selection, and goes even deeper. In football, a single statistic can be created to encapsulate the performance of a player, merging quantitative and qualitative characteristics. This aids in building a well-designed, devastating team instead of assembling a pack of men or women who display a bit of talent. Analytics also goes further than the field and into more practical aspects of an organization’s business performance including areas like ticket sales and fan engagement. Data aids in reaching fans, supporters, and investors.
Cleveland’s Future Ultimately, analytics make the Browns a stronger organization with better performance, a firmer foundation, and enhanced longevity in a competitive space. Despite this reality, a certain amount of reluctance exists in the NFL due to the very nature of the game. Many consider football too complex for analysis. Box score statistics accurately describe 90% of a baseball game compared with 40% of a football game, however, simple adjustments overcome this such as placing chips and sensors in football pads to gather data, or placing analysis equipment on the field (as in basketball and baseball).
+ The financial and cultural dynamic in the NFL also affects attitudes. The longtime owners of the NFL are extremely risk-averse, and along with owners who fear change, many coaches and managers also feel threatened. They fail to understand analytics as support for their decisions rather than a replacement for them.
Paul DePodesta & the
power
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BETTER FEEDBACK. BETTER INSIGHTS.
A SURVEY AS UNIQUE AS YOUR AUDIENCE. Take away the labels. Take away the computers, the tech, the data, and you still have one thing: a person. People are at the heart of every data point gathered and every dollar spent. Inquisium’s feedback management platform gets you closer to the unique individuals behind the data, so you can create the experiences they have been looking for. And best yet, Inquisium allows you to create survey programs that produce reliable insights for smart decision making.
GET TO KNOW INQUISIUM. inquisium.com/surveymagazine
Clusteranalysisisusedtod iscoversimilargroups,ors egments,of respondents. Segmentation enables you to focus sales and marketing efforts on de ned groups. You can also use subgroups in analyses, to be more sensitive to differences between respondents.
Factorandreliabilityanalysisenableyoutocombineseveralquestions into a more valid and reliable measure of an important concept. They also help you isolate survey questions that may be redundant or unnecessary.
brief overview
Regressionanalysisisusedtocreatepredictivebehaviormodelsthat include many predictor variables simultaneously. Regression analysis enables you to identify the best predictors, so you can focus on them in future actions.
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Introduction Like many survey researchers, your day-to-day data analysis tools and techniques are likely to include cross-tabulations, bar charts, and nding mean differences between groups. However, these methods, while valuable, may be too simplistic to enable you to derive the most value from your survey data.
This white paper introduces you to four types of advanced analysis – cluster, factor, reliability and regression – that can help you gain important insights that you might miss using more basic methods. By expanding your survey analysis toolkit, you can delve deeper into your data to increase your understanding of survey responses and respondents, create better measures of important concepts and make more accurate predictions about behaviors and attitudes.
How to get more value from your survey data
Discover four advanced analysis techniques that make survey research more effective
If you are new to these techniques, it may help to focus on the bene ts of each method, rather than on the technical details, as you read through this paper. When you’re ready to try these advanced techniques in your own analysis, begin with the method that is most suitable for your data, or with which you are the most comfortable.
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Firms that depend on the highest quality research have relied on the telephone – for fielding surveys and / or recruiting and maintaining panels – to get the representative random samples they need. The volunteer nature of opt-in panels and their lack of a sample frame make them unworkable for these top-drawer needs. But even telephone based sample prompts and research studies have become increasingly difficult, as cellphone-only households (CPOHHs) have multiplied and restrictions on calling mobile phones have grown severe. For some time now, federal law has been restricting how anyone – call centers, survey firms, and opinion and marketing researchers – may place calls to cell phones. Now the TCPA has added new restrictions, broadening the definition of an autodialer and requiring prior express consent to call a cell phone; together, these have escalated the complexity of telephone research. As a result, opinion and research firms that once relied heavily on high quality random digit dial telephone samples are facing extreme cost burdens and declining response rates.
Coverage bias: Who can and cannot participate? Self-selection bias: Are respondents chosen, or do they choose themselves? Non-response bias: What proportion of the respondent pool actually participates – and what efforts are made to convert non-responders?
In general, these firms look for research methods that minimize bias, with three main types of greatest concern:
Online Breaks Out of the Deliver Top-Quality Results Looking beyond telephone for truly representative research by Patricia Graham
It is not hard to see that, with its new regulations and definitions, the TCPA is making it harder to achieve top quality in terms of both coverage (how to reach people who cannot be called) and non-response (how to followup when communication is so restricted). An industry is looking for answers, and there is an opportunity to move beyond pure telephone based research without sacrificing the quality this mode has been providing for a variety of industries, social scientists, the press and the federal government.
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“Opt-in” Box to
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Continued...
More than self-selected respondents Researchers may want to retrace their steps and examine some of their core assumptions about the sample marketplace. Most basic, perhaps, is the notion that online research simply cannot meet their needs. While it is true that opt-in samples can never be considered statistically representative, there is more to online studies than self-selected respondents. GfK’s KnowledgePanel® is an example of what can be accomplished by bringing rigorous recruitment and sample maintenance methods to the online space. The panel shows that Internet research can answer the most pressing concerns of government and academic and market researchers –
To achieve this combination of stringent methods and affordable pricing, GfK has taken a hybrid approach, using Address-Based Sampling (ABS) to build its panel and then randomly recruiting to the panel as many chosen households as possible (following CASRO guidelines) – through incentives, mailings, and multiple online and telephone contacts to drive representation . To create an online panel sample that truly mirrors the population, this approach provides Internet service and hardware (a computer device) to households that are part of the ABS frame but do not have Internet service at home. The result is an online panel that includes offline persons, with coverage of about 97% of the US adult population.
The best of both worlds Though top-quality researchers were skeptical at first (the panel was established in the early 1990s), they have come to embrace the KnowledgePanel approach as a bestof-both-worlds option. Not only can they have the precision that their work demands, but they also enjoy the benefits of online research using a known panel, including • • •
Sample frame comprehensiveness – efficient sample design from a primary sampling frame: the Delivery Sequence File (DSF) of the United States Postal Service, covering approximately 97% of the US population Recruitment method – relying on a probability based approach Mode bias – no mixed-mode effects found with online + telephone methods. KnowledgePanel® provides non-internet households with a netbook and a dial-up ISP to enable a single mode of data collection Non-response bias mitigation –we lead the online industry in proportion of respondent pool that actually participates, backed by efforts made to “convert” non-responders for recruitment and surveys, and Participant burden—minimal survey burden; panelists take on average of two KnowledgePanel surveys a month, reducing fatigue and attrition. Our research on research has found the stark difference in KnowledgePanel burden versus opt-in participants, who take a mean of 15 surveys a month.
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deep panel profile information including passive digital behavior from a subset of the panel, respondent-friendly questions including the use of multimedia response, and he ability to incorporate video and other visual elements.
GfK’s approach, in KnowledgePanel, has gained unprecedented acceptance from the academic and public opinion research community, which requires a representative random sample of the US population supporting research to provide a statistically valid and reliable picture of the population of interest. In 2013, GfK and the Heldrich Center for Workforce Development at Rutgers University were recognized for their top-quality work studying longterm unemployment in the US. The studies, which won the Policy Impact Award from the American Association of Public Opinion Research (AAPOR), were made possible by GfK’s representative sample and ability to re-contact respondents over the course of years. GfK has also routinely presented eight to ten or more papers at AAPOR’s annual conference, where the best and most recent efforts in public opinion research are shared and celebrated; most of this work was conducted on KnowledgePanel. And demanding clients such as the Associated Press (for the ongoing AP-GfK poll), the, and Research Triangle Institute rely on KnowledgePanel.
Online Breaks Out of the “Opt-in” Box to Deliver Top-Quality Results Because of GfK’s ABS recruitment approach and rigorous panel maintenance efforts, the KnowledgePanel method is one few research firms could begin to replicate. But, as telephone research becomes more unmanageable for top-quality researchers on limited budgets, the demand for this unusual approach to online research grows. By bringing together the user friendliness of Internet interfaces, the trackability of a longitudinal panel, and the statistical validity of ABS sampling, GfK’s KnowledgePanel provides a powerful tool for award-winning research. With expanded extensions to mobile, passive data collection and other innovations on the horizon, this unmatched resource will continue to serve researchers well – even as the digital, on-the-go world of the public continues to shift and reinvent itself.
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SURVEY MAGAZINE: - JANUARY | FEBRUARY 2016: EVOLUTIONARY OR REVOLUTIONARY
THE BAD NEWS Outbound Phone Research is Hard
Let’s face it, outbound phone market research is harder than ever before! It’s difficult to get the right people on the phone, since almost everyone screens their calls and robo-dialing cell phones is prohibited by the TCPA (58% of U.S. households mostly/only use cell phones). This makes phone research costly, time consuming and not fully representative.
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MIDI
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MIDI
News
People Already on the Phone?
F E AT U R E D
The GOOD
In America and Canada, over 5 billion calls a month do not reach their intended destination. These are called “MIDI CallsTM”. Callers that make MIDI CallsTM can now be invited to participate in a research survey.
tip
There is a new quick, easy, and safe way to conduct phone market research called MIDI CallsTM (INBOUND SURVEY). Reconnect Research created a platform that connects people already on the phone, to market research surveys.
MIDI Call Methodology MIDI is an acronym for:
Misdialed: Dialed the wrong number Incomplete: Call couldn’t be completed due to technical issues Disconnect: The number called is disconnected. Inbound: Inbound to the research company Virtually everyone makes MIDI callsTM and every telephone carrier has MIDI callsTM.
!
? revolutionary
Evolutionary or
CALLS INBOUND SURVEY PARTICIPANTS
YOU DECIDE.
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SURVEY MAGAZINE - JANUARY | FEBRUARY 2016: EVOLUTIONARY OR REVOLUTIONARY
SURVEY
SURVEY MAGAZINE: - JANUARY | FEBRUARY 2016: EVOLUTIONARY OR REVOLUTIONARY
CASE STUDY
? revolutionary
Evolutionary or INBOUND SURVEY PARTICIPANTS
YOU DECIDE.
TRIPLE
WIN
What is the quality of the data from people that make MIDI calls?
Regardless of how fast, cost effective or safe a new research methodology is, if the data quality does not measure up to commonly accepted standards then that new methodology is worthless. The rest of this article will focus on data quality.
RTI International Conducts ICS Research on Research Dr. Karol Krotki, PhD and Burton Levine, both highly acclaimed and published RTI International statisticians, conducted and analyzed an ICS “research on research” survey. The goal was to measure the ICS representivity and data quality.
Market research, callers and telecom carriers all win with MIDI Calls. Market researchers can quickly and cost effectively conduct phone surveys, callers can have their voices heard and receive rewards and telecom carriers make, rather than lose millions on MIDI calls.
a recognized leader in designing, fielding, and weighting randomdigit-dial (RDD) surveys, having conducted over 150 RDD telephone surveys and contributed to cutting-edge RDD methodology in the scientific literature.
SURVEY
Krotki and Levine designed a study that mimicked The Behavioral Risk Factor Surveillance System (BRFSS) study. BRFSS is the largest repeated cross-sectional telephone survey in the world in 2014. BRFSS is a dual frame overlap design. N = 456,158 in the 50 states and DC. This study utilized a subset of the BRFSS questionnaire (16 questions) BRFSS is the nation’s premier system of health-related telephone surveys that collect state data about U.S. residents regarding their healthrelated risk behaviors, chronic health conditions, and use of preventive services. Established in 1984 with 15 states, BRFSS now collects data in all 50 states as well as the District of Columbia and three U.S. territories. BRFSS completes more than 400,000 adult interviews each year, making it the largest continuously conducted health survey system in the world.
Amongst many areas of statistical and scientific expertise, RTI International is
INCOMPLETE MISDIALED Dialed the wrong number
Call couldn’t be completed due to technical issues
DISCONNECT The number called is disconnected
INBOUND Inbound to the research company.
1
2
3
4
Four Ways MIDI Respondents Reach Your Survey or Poll
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tip
QUESTIONNAIRE:
BRFSS SAMPLE Of the six demographic questions, MIDI was as good as or better than the BRFSS study. MIDI data quality was good as all 5 health outcomes were a good match to the BRFSS.
MIDI was more representative than BRFSS
The UWE, unequal weighting effect, represents the amount of over or under weighting of results. A UWE of “1” means that no weighting was necessary because the survey was fully representative of the target audience. The MIDI UWE was 1.14, and BRFSS was 2.1, meaning that MIDI was more representative of America.
INCENTIVE
Experimental Results
75
RACE & ETHNICITY CATEGORY
65
PERCENT
55 45 35 25 15 0
WHITE NH BRFSS
AA NH
HISPANIC
MIDI
CASE STUDY
Center for Disease Control - BRFSS MIDI more closely represented the population than the BRFSS MIDI more closely represented race & ethnicity than the BRFSS MIDI respondents were lower educated to about the same degree as BRFSS were higher educated MIDI has more cell-phone only respondents The MIDI geographic results virtually mirror the U.S. Census. The mean hours of sleep for MIDI was 7 and for BRFSS was 7.1.
SURVEY MAGAZINE - JANUARY | FEBRUARY 2016: EVOLUTIONARY OR REVOLUTIONARY
Demographics Used for weighting Age, race, sex, educational achievement, phone usage and state (from metadata). Health Outcomes General health, physical activity, seatbelt use, smoke 100 cigarettes in lifetime, health care coverage, hours of sleep.
Incentive Experiment Results About ½ of the respondents were offered 25 dining dollars as an incentive to complete the survey. The incentive resulted in a 9% improvement in yield rates (p-value<0.0001).
F E AT U R E D
MIDI vs.
The median time to complete the 17 question survey was 3.2 minutes. To measure any time of day/day of week variations, the survey was conducted over 1 week beginning Wednesday, 9/16/15.
INBOUND
ABOUT THE BRFSS COMPARATIVE STUDY
OTHER RACE
POPULATION
CONCLUSION
Based on this study comparing MIDI to BRFSS the results look very promising indeed. Krotki and Levine would like to do additional studies on MIDI.. Some of the future work may include: 1. Validating MIDI calls from other sources. 2. Using MIDI to sample rare populations 3. Using MIDI to recruit people to live telephone interview and a web survey. 4. Using MIDI for surveillance of outcomes that change daily such as infectious disease and public opinion. Provided that future MIDI testing continues to demonstrate high quality, reliable results, this could very well be a revolution…or at least an evolution…in phone market research.
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HOW DOES IT WORK Reconnect Research connects U.S. and Canadian callers, already on the phone, to research surveys and political polls. We provide survey design and scripting to optimize completion rates. Our services include: Sample—people already on the phone, IVR[1] programming to Client’s specifications Professionally recorded voice prompts Detailed Reporting (see below)
How does it Work? The caller is invited to participate in a Survey, via our IVR, and is screened according to the Client supplied Survey Details listed on page 1. The Survey is conducted via: IVR: The caller is given the survey on the IVR Web: The caller is texted a link to complete a web/mobile survey Live: The caller is transferred directly to a live interviewer Rewards Platform (optional) To optimize the completion rate, Client can utilize our turnkey rewards platform.
Inbound MIDI calls™ are the consumer friendly solution. Honest answers from people in your target audience. Reconnect Research provides MIDI calls™ , survey design, and personalized scripting to optimize your completion rates. Once surveys are completed, receive a quick turnaround of survey data, and customized reports.
Collects name, address, email Emails respondents reward code Processes reward Offers respondents to participate in future surveys
Reporting Reconnect Research provides complete call detail records, including call time/date, caller phone number, city, state, and zip, phone type (cell/landline), and crosstabs with caller’s answers. We can customize the reporting granularity, timing, and delivery in client’s chosen format.
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TO LEARN MORE ABOUT Reconnect Research Visit www.reconnectresearch.com CONTACT 1-800-RECONNECT
!
LOCATION Los Angeles, CA, 90024
F E AT U R E D SURVEY MAGAZINE - JANUARY | FEBRUARY 2016: EVOLUTIONARY OR REVOLUTIONARY
? revolutionary
Evolutionary or INBOUND SURVEY PARTICIPANTS
YOU DECIDE.
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SURVEY MAGAZINE: - JANUARY | FEBRUARY 2016: THE ART OF LISTENING
BRANDED COMMUNITIES BRING CUSTOMER FEEDBACK INTO THE HEART OF DECISION-MAKING
Capitalize
on the art of listening to
Your Customers SURVEY
tip
BRAND SUCCESS: Success for brands today can be attributed to many things, be it the unique ability to take advantage of market trends, outwit a competitor or make smart decisions about how to best market their products. In all cases, brand success is best accomplished by getting into lockstep with customers and understanding their needs.
BRANDED
Today’s environment is almost a marketer’s dream come true. Consumers are more willing than ever to voice their opinions and do so using social media, customer surveys and more.
COMMUNITIES BRING
CUSTOMER FEEDBACK INTO THE
HEART OF
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MARKETERS DREAM: F E AT U R E D
The abundance of information can be daunting, and in some cases, provide unwarranted weight to specific feedback.
SURVEY MAGAZINE - JANUARY | FEBRUARY 2016: THE ART OF LISTENING
Branded, or bespoke communities provide marketers with a unique opportunity to streamline the insight generation process and take advantage of consumersâ&#x20AC;&#x2122; willingness to provide feedback. In addition, they offer consumers a forum for participation and the ability to exchange in a three-way dialogue with like-minded consumers, and also with the brand directly.
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More insights = More success ORGANIC EXPERIENCE: The experience for participants is organic, but for marketers, branded communities are a strategic tool that offers unrivalled depth and breadth of consumer feedback. Clients who are taking advantage of this emerging approach report that they conduct research more often and spend less on their research program overall, providing a significant return on investment and improved decision-making.
1
050
Communities are no longer static, they are accessible on the go via mobile devices and can power in-store evaluations. Ethnographic research using passive metering provides a more holistic consumer picture that can often shed light on previously unknown behaviors, and in some cases, consumer segments.
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MORE INSIGHTS = MORE SUCCESS: 84% Brainstorm new ideas 76% gather feedback about product usage. 64% to better understand customer satisfaction, + key drivers 60% to research new product features 28% to further segment customers. 90% report that they will continue using branded communities 72% say they receive more insight than w/o communities Almost 60% report using communities at least once/week.
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tip
access to BIG(GER) data:
In other cases, customers have logged advertising exposure (non-exposure) as well and used this to test advertising awareness and recall. Deep profiling helps to create richer insights and can power new segmentation schemes.
Branded Communities Provide a Deeper Understanding Consumer Preference Transamerica: Testing Marketing Communications to Optimize Results
Discovery Channel Southeast Asia: Testing Marketing Communications to Optimize Results
Moy Park, one of the largest producers of organic chicken in Europe, wanted to better understand food preferences amongst buyers, without biasing them by exposing them to corporate branding – they needed a non-branded community. The information they needed to collect would be used with retailers who were carrying their products as well. Together, we launched a Food Thoughts community panel that allowed Moy Park to get to a deeper level of understanding from consumers, and this information is used for product marketing, development and more.
The Transamerica Corporation is a private holding company for various life insurance companies and investment firms. Transamerica needed to gather feedback that would drive their marketing decisions. Transamerica made the decision to seek a community provider at the end of 2014. They sought a partner that could provide a non-branded panel that was highly engaging, and launched the “Voice of Today’s Consumer” community using Toluna’s PanelPortal. Discovery Channel in Southeast Asia uses their sizeable social presence to gain insight from a community embedded directly within the Facebook environment, allowing them recruit their fan base. They recently ran a standard concept test study to test two new channel ideas – one for men called DMAX and one for women called Eve. They surveyed 500 per market, and concepts were tested through written description and video advertisements. Additional data was appended from the individuals’ Facebook information. The initial survey allowed them to segment there fans into a Target Audience and Potential watchers, and then they were able to overlay social media data. The data appears in four broad themes: demographics, activity, other “likes” and relationships (mainly influence). By overlaying key elements of respondents Facebook data Discovery Channel was able to further segment its audience to focus its resources where they would hit hardest.
Their marketing messages in both social and traditional media can now be targeted more accurately for greater impact.
By Julie Paul,
SVP Online Communities,Toluna Group Julie is a Senior Vice President, Branded/ Bespoke Communities at Toluna. In her role, she is responsible for all aspects of Toluna’s branded communities offering, and manages a global team responsible for more than 200 branded/bespoke communities globally. Prior to Toluna, Julie was responsible for the Interactive Custom Panel Division for Ipsos North America. In this piece, she’ll give readers as sense of how branded communities work, the ROI they can provide, and more. MORE > JANUARY | FEBRUARY 2016
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Moy Park:
The ability to incorporate more data into the insight-generation process has been a welcome addition to the market researcher’s toolkit.
F E AT U R E D
Branded community users have begun to dynamically profile members, and add numerous fields of information to their customers’ records. This information includes survey response and participation as well as customer information, sales and social media.
Data is key
SURVEY MAGAZINE: - JANUARY | FEBRUARY 2016: THE ART OF LISTENING
Communities are continually evolving and it’s important to keep the pulse of your community, and help to ensure that you keep things fresh. While members do a lot and post comments and topics, its important to work with a company that has the health of your community in mind.
1. Regular Check-ups
2. Stay in Touch
It’s important to check in on your panel’s health regularly. Frequency of panel health reporting depends on volume on the panel and how new the panel is. A new panel needs to build a volume of activity before you can determine health (typically four to six months at a minimum). A panel with a high volume of research activities (more than four contacts per month) needs quarterly check-ins, while for a panel with low volume (one-totwo research activities a month) can get away with bi-annual or annual health checks.
Regulate the frequency of activities. If there’s not enough going on panelists can lose interest, while too much can burn them out. Typically, you should shoot for no more than one-to-two contacts (whether that’s a survey, invite, newsletter or invite to an activity) per week and no less than one per month. And remember that panelists like consistency. An email once a month—on the same day each month—that spells out what they can expect coming up that month really helps set the stage. For high volume panels, a weekly cadence is better.
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3. Purge & Replenish When Necessary
F E AT U R E D
Typically purge/replenish cycles follow panel health reporting. A good panel health report will have recommendations on how many and who to purge from your panel. Then those panelists need to be replenished (and yes, that is an expense, but well worth the cost if you want to maintain the integrity and effectiveness of the panel). The most important thing to know about panels is that response rates are a direct function of how frequently non-responders are purged. A healthy panel will have a cadence for this, and every panel is different. One with high affinity that is branded, where people are very keen on the discussion and survey topics may only need to purge and replenish once a year, while a panel that is unbranded, with a lower-interest topic is likely to need purging much more often (perhaps quarterly).
4. Variety is the spice of life
5. Relevant Rewards
Don’t make the mistake of sending the same survey to the same panelists every week for months on end. There’s no faster way to make your panelists lose interest and stop responding. The litmus test here is would YOU stay on this panel if you received this number of survey invites, with these topics and survey length? Keep the topics varied, a good portion should be short surveys. (Yes, you can do long surveys, just not everyone, and only if you compensate appropriately for your panelists’ time.)
You may also need to look at your rewards program to see how well it’s working. In the case of a high-affinity, branded panel, intrinsic rewards—such as gaining more knowledge about the brand—may be enough to stimulate response, along with a token sweepstakes or gift program. In other cases, you may need to beef up extrinsic rewards with points programs, charity donations, specialized gifts and/or information (white papers). The key is to ‘fit’ the reward to the audience. (Don’t give Starbucks vouchers to tea drinkers like me!)
Capitalize
on the art of listening to
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COMMUNITIES
EVENT Inbound Calling Survey: A NEW platform for Research
FocusVision Acquires Kinesis Survey Technologies, Adds Panel Management to Growing Suite of Market Research Technologies
Listen to the Podcast >> www.Researchradio.org
ANNOUNCEMENTS Voxco expands regional responsibilities of VP Sales Vincent Auger to cover Germany and Eastern Europe Voxco announced that Vincent Auger has assumed responsibility for the company’s sharpened focus on Germany and Eastern European markets in 2016. Voxco aims to be the omnichannel software of choice for professional organizations in the region that are looking to become more competitive in their industry and more efficient in their research operations. Voxco already has an established sales and support network in Germany and Eastern Europe, managed through their Mannheim office. Auger is the current VP of Sales for the Americas and Australia, where he leads a growing team of experienced sales professionals.
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FocusVision, the global leader in market research technologies, today announced the acquisition of Kinesis Survey Technologies, now KinesisPanelTM. KinesisPanel is the premier online panel management platform through its deviceresponsive design, innovative automation tools, and advanced reporting capabilities. The addition of KinesisPanel to FocusVision’s suite of quantitative and qualitative research solutions enhances
the product options available to both FocusVision and KinesisPanel clients by providing a wider set of fully integrated market research tools with real-time data synchronization into a single panelist database.
Voxpopme launches on-demand video research in Australia Voxpopme, the leading video platform for Market Research and Voice of the Customer insight, announced the launch of its on-demand video feedback app in Australia. The launch follows the successful expansion of Voxpopme’s full suite of services across the Asia-Pacific region and will allow Australian clients to join leading global brands including Cisco, Tesco and eBay already using the technology to truly understand customers and get behind the numbers. The Voxpopme platform already enables Australian companies to add open-ended
video questions into any survey, but the addition of the mobile app will provide access to fast turnaround video research from the company’s Australian community.
The United States presidential campaigns are having a bigger effect on world opinion than one might think based on the results of a recent SSI QuickPoll™. In fact, there’s great interest in Europe in the presidential election even at this early stage. Two-thirds of Europeans are paying attention with over a third saying they are paying “a great deal” or “quite a lot” of attention. According to SSI’s U.S. Presidential Pulse, the majority of respondents (56%) across France, Germany, the Netherlands and the United Kingdom paid “quite a lot of attention” or “some attention” to the U.S. presidential election campaign. Only 11% of respondents across the four countries indicated they have paid “a great deal of attention” to the election campaign. The SSI Presidential Pulse QuickPoll was conducted amongst 3199 individuals aged 18 and older between Jan. 12-13, 2016. To coincide with this year’s presidential election, SSI will conduct ongoing surveys under its SSI Presidential Pulse program to provide real-time checks on the opinions of the voting public on candidate favorability.
NEWS
SSI QuickPoll Says Europeans Pay Close Attention to US Election
Paradigm Sample Appoints Michael Klotz as Vice President of Client Services Paradigm Sample, a leading provider of online and mobile-based research solutions, is proud to welcome new team member, Michael Klotz, as Vice President of Client Services. With Klotz’s addition, Paradigm Sample will further strengthen and continue to provide its clients with its gold standard of service. Klotz brings sixteen years of client and business development experience in the market research field to Paradigm. For the majority of his career, Klotz has worked at The NPD Group and most recently at Insights Meta LLC in leadership positions.
In his new role, Klotz will help lead Paradigm into the next phase of growth by heading up its Client Services organization. He will develop deeper relationships with clients and optimize delivery throughout the entire lifecycle. “I am looking forward to being part of an outstanding team at Paradigm. With the innovative tools, valued staff, and supportive management, there are no limits to the service and solutions we will continue to provide to our clients,” said Klotz.
Focus Pointe Global promotes Laura Livers to CEO The Board of Directors of Focus Pointe Global (FPG), a leading provider of marketing research data collection, announced the promotion of company president Laura Livers to Chief Executive Officer effective January 1, 2016. As CEO, Ms. Livers will expand upon her current duties and assume overall responsibility for the day-to-day operations of the Company, including all current and new lines of business, and all functional areas. Former CEO, Noel Sitzmann, will assume the role of Executive Chairman, working closely with the Board, investors, lenders, and guiding the Company’s growth strategy, including acquistions and partnerships. JANUARY | FEBRUARY 2016
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NEWS ANNOUNCEMENTS LIGHTSPEED GMI EXPANDS B2B CAPABILITIES IN US Responding to client demand, Lightspeed GMI announced the expansion of its business to business (B2B) sample offering. Now providing a deeply profiled, high-quality resource, Lightspeed GMI has built a dedicated, phone-recruited panel of IT professionals across the United States. “The days of one-size-fits-all online panels are over. Through our expanded B2B capabilities, we are directly connecting with an ever-important audience,” stated David Shanker, Chief Executive Officer, The Americas. “We can now better meet our clients’ demand by offering them a specialty panel and providing a framework for quality research amongst IT decision makers. Through a combination of targeted sample sourcing, screener guidance and project management oversight, Lightspeed GMI is the go-to resource for our clients’ B2B needs.” 058
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Dapresy Achieves Greater Than 35 Percent Organic Growth for 2015
Listen to the Podcast >> www.Researchradio.org
Data Visualization and Reporting Software Firm Reports Strong Client Gains in North America, Europe and Australia Dapresy, a global provider of data visualization and reporting software to marketers, today announced a record year with organic growth of more than 35 percent in 2015. All three theatres of operation (North America, Europe, Australia) reported significant new client relationships that included Aegis Media UK, Canadian Broadcasting Company, Heel, Irwin Broh Research, Millward Brown, Nunwood Colmar Brunton, Thomas Cook, Visit California and many others. Among its accolades, Dapresy won the Silver Award for Most Innovative Product of the Year from Best in Biz Awards, and Dapresy’s North America President Rudy Nadilo was honored by Survey Magazine as one of the “20 Researchers You Need to Know.”
According to Dapresy CEO Tobi Andersson, “Market research firms and marketing departments tell us that Dapresy is a valuable tool for using rich graphics to present a telling story, giving them a strong competitive advantage. So it’s heartening to see that this translates to high demand for our solutions globally. We look forward to working with our valued clients to make them successful throughout this new year as well.”
SSI LAUNCHES U.S. VOTER PANEL To better target respondents for political polls, SSI announced the launch of a new online voter panel that provides political researchers broad access to the attitudes, beliefs and opinions of American voters. SSI is the only data solutions provider that has been doing political polls for 39 years and across every mode. In fact, this is the tenth U.S. presidential election that SSI has provided sample and data collection for pollsters. “By matching SSI data to a respected marketleading voter file, we can provide a critical layer of validation that allows clients to be more confident in the representivity of political
outcomes,” said Bob Fawson, chief product officer at SSI. With close to one million panelists, the new SSI U.S. Voter Panel provides researchers and pollsters with the same targeting ability and accuracy found in phone voter samples.
www.Researchradio.org
Listen to the Podcast >>
SSI Teams with SessionM to Grow Mobile Accessv SSI has teamed up with SessionM to announce a new panel application called mTHOUGHTS. Members of SSI’s mTHOUGHTS program will earn SessionM’s loyalty currency, mPLUS Rewards, by participating in surveys and location-based activities like retail store audits. The app works on Android™ and iOS™ phones and tablets. mTHOUGHTS adds yet another component to the most comprehensive mobile research solution suite available. SSI’s Mobile Solution combines a robust mobile panel with a geo-enabled data collection app and innovative mobile-optimized survey programming.
As a market leader in mobile-first loyalty and engagement solutions, SessionM provides research companies with access to qualified subsets of 12 million registered consumers. If consumers have access to their phones, marketers have access to these consumers. mTHOUGHTS will give respondents the ability to take a market research survey anytime anywhere. This mobile-first approach generates more than 275,000 responses each day, giving brands quick, actionable feedback and the ability to target respondents for additional insights or to share relevant messaging.
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News IntelliChief Advances Capture Enterprise Expanding Front-End ECM
Program enhances key aspects of paper and electronic document capture, engaging with automated business process workflow IntelliChief, LLC, a provider of enterprise-class automated document management and workflow solutions, announces the advanced release of Enterprise Capture, the company’s front-end document capture component of the IntelliChief enterprise content management (ECM) system. The program automates the input of data from documents, and is engineered to provide thorough capture of information contained in paper and electronic documentation in any format. It extracts and classifies key information for business processes, facilitating entry into a convenient and cost-saving process configured, automated workflow environment. IntelliChief Capture Enterprise is created for ease of use with minimal instruction needed, reducing costs and accelerating document processing efficiencies. The application significantly reduces labor-intensive document preparation and manual data entry to streamline indexing. IntelliChief Capture Enterprise functionality includes: · Multi-channel capture capabilities that streamline processing of documents from scanners, MFPs, fax, email and other digital sources, creating both centralized and distributed capture environments. · Configurable actions and rules-based criteria, which span capture functions including multi-language recognition, document classification, validations and business rules, and formatting for company-specific processes. · Processing of documents with barcodes, machineprinted text (OCR), hand-printed text (ICR) and check boxes (OMR), with full text and zonal identification, for locating and processing data on both structured and unstructured documents. · Delivery of documents to business applications to speed processing and increase accuracy of information by automating document search field population, removing time consuming and costly manual keying, and enabling automated validation with enterprise resource planning (ERP) and line of business systems (LOB), assuring accuracy with consistent updating of data.
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IntelliChief provides a smooth transition from costly manual document management and workflow functions. It enables users to capture documentation in any format, index contents and validate with data in their ERP or LOB systems, for lifecycle-managing all related documentation, and facilitating an optimized interdepartmental processes workflow. Areas of use include Accounting (both Accounts Payable and Accounts Receivable), Finance, Customer Service, Human Resources, Legal, Logistics/Distribution Operations and other paper and process-intensive departments, supporting process time and cost savings throughout organizations. To review IntelliChief Capture Enterprise capabilities, request a demo at http://www.intellichief.com/ paperless-solutions-demo-request/ or visit http://www.intellichief.com. About IntelliChief, LLC IntelliChief enterprise content management (ECM) provides enterpriseclass business processes document management and workflow automation solutions for any IT platform. With decades of expertise in the market and seamless integration with leading enterprise resource planning (ERP) systems, IntelliChief takes companies of all sizes paperless with a typical ROI of less than one year. Users can create, capture, manage, archive, retrieve and distribute mission-critical documents directly from their familiar ERP screens, automating and streamlining business processes workflow throughout their organization. www. intellichief.com.
Other complaints from the IT team is that business managers wait too long to bring them into the process (54 percent), don’t provide sufficient resources to do the job (48 percent) and change job requirements before completion (49 percent). Two percent called the relationships “confrontational.” The BPI Network, a global advocacy group of executive change agents, sampled opinions from front-line IT workers and managers in the Americas, APAC and EMEA. The survey is part of an ongoing Transform to Better Perform thought leadership initiatives, which is sponsored by Dimension Data.
Market research and consulting leader Morpace Inc. promotes Jason Mantel to Senior Vice President, Automotive. Mantel leads the Auto Central team, one of the company’s business units focused on operational strategy. Mantel has sustained his team’s reputation for innovation in research for the past 10 years and has also played an active role in supporting technology integration for the company. Mantel joined Morpace in 2005 as a Research Director on the Auto Central Team, and was promoted to Vice President in 2009. The methodology for Dealership Facility Assessment was born and expanded during his time at Morpace. Currently, his team is building a Commercial Vehicle practice from within, setting the stage for new opportunities in Big Data, including tracking real-time usage data inside consumer’s vehicles.
NEWS
Morpace Promotes Jason Mantel to Senior Vice President
“Jason is a seasoned professional who is highly customer centric,” said Morpace CEO & President, Duncan Lawrence. “He’s an excellent client manager, creative writer, strong staff mentor, and talented focus group moderator.”
“Jason frequently thinks ‘out of the box’, and he is great at creating a learning environment for everyone,” Lawrence adds. “He readily takes on corporate initiatives, such as spearheading efforts to improve reporting and data visualization to position Morpace for the future.”
BURKE, INC. PROMOTES TARA MAROTTI TO SENIOR VICE PRESIDENT, HEAD OF CLIENT SERVICES Burke, Inc. is proud to announce the promotion of Tara Marotti to Senior Vice President, Head of Client Services. In her new role, Ms. Marotti will oversee Burke’s entire Client Services function. “Tara has a tremendous passion for the work we do at Burke. She is committed to earning the trust and loyalty of our clients by providing them with exceptional outcomes,” said Diane Surette, Executive Vice President, “I am confident she will do an outstanding job of taking Client Services to even higher levels of performance in the months and years ahead.” Ms. Marotti began her career at Burke in 1995 and has held positions in Account Management, Decision Sciences, and Client Services.
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