The Future of Surveys Smartees Breakfast This is the full slidedeck of our Smartees Breakfast session on ‘the Future of Surveys’. The presentation elaborates on how our new approach allows true consumer collaboration in survey research, tapping into context and conversation. Based on eBay and Cloetta client cases, the actual impact of this new survey design is described.
This is the full slidedeck of 'the Future of Surveys' Smartees Breakfast session in London on 20 November 2013. The presentation elaborates on how our new approach allows true consumer collaboration in survey research, tapping into context and conversation. Based on eBay and Cloetta client cases, the actual impact of this new survey design is described. Presentation by Katia Pallini (Research Consultant, InSites Consulting) and LIsa Ohlin (Business Director FMCG & Retail, InSites Consulting).
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These items are not associated with the given brand by a lot of respondents, however the reaction time is faster than average. These are niche associations often amongst users with a certain brand experience.
These items are associated with the given brand by many respondents and the reaction time linked to the association is faster than average. These are natural and spontaneous associations.
These items are associated with the given brand by many respondents but the reaction time is below average. These are potential associations which can become natural if the given brand enhances the communication.
% of respondents
Reaction tim
e
LIMITS
These items are not associated with the given brand by a lot of respondents and if associated the reaction time is below average. These items are not linked with brand.
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ASKING DOING COLLABORATING
DAY-IN-THE-LIFE TOOL
TRADITIONAL
SURVEYS
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BRAND/RESEARCHER - CONSUMER
THE DAY-IN-THE-LIFE TOOL
Checked PC World for my item and the staff were helpful but not too knowledgeable. Checked price
As John Lewis price match I knew the price here didn't matter, but their customer reviews are interesting
Looked to see if I could get a better price somewhere else and found I could
This was the best available price and very good product info
8/10 9/10 9/10 9/10
The end
Made sure I read as many reviews as possible for my product
Blogs came up when searching on Google so read these to make sure of my choice
Purchased from online shop. Used only laptop all the way through the process.
8/10 8/10 9/10
Double checked for pricing, but wasn't as good as what I'd found already
Checked here for pricing, but not as cheap as already found
7/10 7/10
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ASKING DOING COLLABORATING
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TRADITIONAL
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WE CAN LEVEL-UP
EVEN MORE!
OPTIONAL SECOND
SURVEY DIMENSION
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ASKING DOING COLLABORATING
THE LOUNGE
TRADITIONAL
SURVEYS
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CONNECTING WITH
OTHER PARTICIPANTS
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ASKING DOING COLLABORATING
THE IDEATION TOOL
TRADITIONAL
SURVEYS
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Meet eBay
Meet Katia
THE
IDEA
TIO
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Optimize my search
I need some inspiration
Specific shopping websites
We discovered that people often have a hard time when looking for a specific item on eBay. When searching for an item you are often confronted with a broad range of possible items with different characteristics and specifications. How would you improve this search process? How could eBay help you narrow down that search list to only the brands and items you like?
Thinking specifically about fashion (clothes and accessories) and consumer electronic items, what special websites do you think are required out there and what should they look like? What special features would they have and how would they improve the online shopping experience?
Shopping, for example for clothes, accessories and fashion items, is often not as easy as you initially think. You may well have an idea of what you are looking for, however some inspiration could help you get the perfect item! How would you inspire people when shopping online?
Task 1: Your coffee moment Take a picture when you are having coffee. Describe your moment/environment and how you chose this.
Insight
97
100% No kids
88
65%
Kids
112
35%
18-34; 55-64
126
15%
35-54;
101
20%
All other employment status
106
9%
Full time employed
157
6%
GIVE A FACE
TO THE NUMBERS
EMOTION
FROM STATED TO
IMPLICIT MEASUREMENT
BETTER INSIGHTS LEAD TO
BETTER ACTIVATION
R&D contribution Ideation
69
What did we do?
This task based element allows us to explore the solutions space. Participants were asked to brainstorm on 3 idea topics. For each topic we asked them what their idea would be to solve the problem. The social dimension of the tool allowed for participants to vote on other ideas as well as start a conversation, bringing this brainstorm tool to a new dimension. We used the following idea topics: 1. Healthy chocolate ideas Many of the current chocolate products are a bit too unhealthy to be eaten in between meals. What could be a healthy chocolate product and how would it look and taste like? 2. I need to re-energize idea We all have those moments where we could do with a mental (and physical) boost. What if a great tasting treat could provide you with that uplift? 3. Let’s create a match The combo between chocolate and cold drinks is not always ideal. How would you optimise the match between chocolate and cold drinks? What is the main issue for the mismatch? What would be a good match?