Conference
Getting Deeper 'In the Moment'
By: Anne-Marie
McCallion
McCallion
Clients constantly challenge their agencies
to go further, to provide insights which really and truly deliver on what's on
the minds of their customers. As one recent client brief so eloquently put it,
'we don't want you to spend time regurgitating our objectives back at us, and
talking about sample structure, but want you to provide a methodology that is
going to capture attention'. While those
old tried and tested methodologies still form the core of what agencies do to
get to the answer, new and exciting technologies that can enhance these are
becoming more prevalent.
to go further, to provide insights which really and truly deliver on what's on
the minds of their customers. As one recent client brief so eloquently put it,
'we don't want you to spend time regurgitating our objectives back at us, and
talking about sample structure, but want you to provide a methodology that is
going to capture attention'. While those
old tried and tested methodologies still form the core of what agencies do to
get to the answer, new and exciting technologies that can enhance these are
becoming more prevalent.
The best of these new approaches have a
common theme ' the ability to collect 'in-the-moment' feedback. In essence this
is pure and simple but, when correctly executed, it allows us to deliver
deeper, real world insights to our clients, with recommendations that steer
them forward.
common theme ' the ability to collect 'in-the-moment' feedback. In essence this
is pure and simple but, when correctly executed, it allows us to deliver
deeper, real world insights to our clients, with recommendations that steer
them forward.
Some of our most considered digital
research technologies include:
research technologies include:
1.
Adding a video element to our studies:
Building a video element into online surveys elevates the typical open-text
verbatim comments and increases engagement for respondents, improving the
quality of feedback. Bringing the faces of consumers into the room at a client
debrief brings the findings to life, and increases engagement for stakeholders.
This technology can be integrated into everyday tracking studies to gain rich
brand insight or into ad testing pieces to collect live and in-the-moment
responses.
Adding a video element to our studies:
Building a video element into online surveys elevates the typical open-text
verbatim comments and increases engagement for respondents, improving the
quality of feedback. Bringing the faces of consumers into the room at a client
debrief brings the findings to life, and increases engagement for stakeholders.
This technology can be integrated into everyday tracking studies to gain rich
brand insight or into ad testing pieces to collect live and in-the-moment
responses.
2.
Using facial expressions to accurately predict success: One step further than using videos within surveys, facial coding
allows us to read the emotions of survey respondents in the moment. While
typical survey diagnostics allow us to collect feedback post-viewing, facial
coding goes deeper, to pinpoint the initial emotional connection respondents
have to a piece of stimulus. This, in turn, also allows us to understand the
reactions respondents will not or cannot vocalise.
Using facial expressions to accurately predict success: One step further than using videos within surveys, facial coding
allows us to read the emotions of survey respondents in the moment. While
typical survey diagnostics allow us to collect feedback post-viewing, facial
coding goes deeper, to pinpoint the initial emotional connection respondents
have to a piece of stimulus. This, in turn, also allows us to understand the
reactions respondents will not or cannot vocalise.
3.
Collecting passive data: There are often
times when we expect too much from our respondents. In times of increasing
market and advertising clutter, spontaneous and prompted recollection is
difficult. Discreetly collecting passive data (with permission, of course) from
our respondents' laptops and devices gives us the ability to measure actual
behaviour and deliver more robust insight to our clients.
Collecting passive data: There are often
times when we expect too much from our respondents. In times of increasing
market and advertising clutter, spontaneous and prompted recollection is
difficult. Discreetly collecting passive data (with permission, of course) from
our respondents' laptops and devices gives us the ability to measure actual
behaviour and deliver more robust insight to our clients.
The potential benefits are clear, but such
technology should be approached with care. Using additional methodologies for
the sake of it doesn't help anyone and only serves to mismanage expectations
(and budget) in the mind of your clients. The challenge here lies in the
careful curation of a methodology that uses the best of the traditional methods,
alongside carefully selected, complementary methodologies to move beyond the
stated and more towards actual customer feedback.
technology should be approached with care. Using additional methodologies for
the sake of it doesn't help anyone and only serves to mismanage expectations
(and budget) in the mind of your clients. The challenge here lies in the
careful curation of a methodology that uses the best of the traditional methods,
alongside carefully selected, complementary methodologies to move beyond the
stated and more towards actual customer feedback.
Couple this approach with statistical
analysis tools like Conjoint, MaxDiff or Kano analysis, it means that we can place
the onus on our analysis of the data, lightening the cognitive load on survey
respondents. By doing this, you are allowing them to think about answering
honestly, and to not have to indulge in complex thinking to get to an answer
they think is right.
analysis tools like Conjoint, MaxDiff or Kano analysis, it means that we can place
the onus on our analysis of the data, lightening the cognitive load on survey
respondents. By doing this, you are allowing them to think about answering
honestly, and to not have to indulge in complex thinking to get to an answer
they think is right.
After all, isn't that why we are client
partners in the first place?
partners in the first place?
Anne-Marie
McCallion is Associate Director at the numbers lab @ Firefish. She loves a
challenge and believes that research is not a one-size-fits all exercise. She
is an expert at reading between the lines and has a keen eye for detail. www.thenumberslab.co.uk
McCallion is Associate Director at the numbers lab @ Firefish. She loves a
challenge and believes that research is not a one-size-fits all exercise. She
is an expert at reading between the lines and has a keen eye for detail. www.thenumberslab.co.uk