iVOX presentation about MROC on ESOMAR 3D conference in Amsterdam, november 2012.

1. Solid as
an MROC
A case study on how text
analytics helped us to get solid
results out of research
communities
Istvan Hajnal
Steven Deketelaere
Jo Steyaert

3. THE ODD ONE OUT ROUND
Mr. Oskar Cuypers
3

4. THE RISE AND RISE OF MROC’S
“36% of consumers prefer to participate in a branded
research community” Social Media around the world 2012 (Insites)
“36% of research buyers or clients have used Online
Communities” Greenbook Research Industry Trends Report. Spring 2012
“64% of Research providers or suppliers plan to use Online
Communities in 2012” Greenbook Research Industry Trends Report. Spring 2012
“MROC’s are becoming a mainstream approach”Greenbook Research
Industry Trends Report. Spring 2012
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5. 5

6. WHAT DO CLIENTS WANT?
“Cheaper, Faster, Better is not a wish, it’s a requirement”.
Greenbook Research Industry Trends Report. Spring 2012
• But to what extent do we see efforts to make the
“emerging methods” of yesterday, that are considered
mainstream today, cheaper, faster and better?
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7. 7

9. EVIDENCE BASED VS GUT FEELING
James Verrinder quoting Ray Poynter in Research Live: “Society
is moving
away from a culture of evidence-based decision making in
favour of gut instinct”
Scott Miller, CEO of Vision Critical: “I’ve
watched more and more
decisions being made by CEO’s and CMOs without the
benefit of market intelligence”
• Scott Miller’s words are also valid for CEO’s in MRX
itself: “New technology and methods are recommended,
but not always evidence based”
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10. “We often have insufficient data on mobile method
effectiveness and limitations. It’s easy to hypothesis that
surveys delivered at the time of a retail transaction will yield
better data than those delivered via email 2 days later. It’s
tempting to assume that people who opt-in to mobile panels
are just as “representative” as those who sign-up for other
panels (I used quotations here since this term in itself is
always a lightning rod for debate). It’s intoxicating to think that
all mobile devices are a single category (hint: they are not).
But until I see more actual data based on rigorous testing of
mobile data collection versus other modes, I can only suggest
to my clients that they “test” mobile. Has there been any
research-on-research about mobile? Yes, but very little.”
Kathryn Korostoff in MRMW-news
10

11. 11

12. EXPERIMENT
• Focused on researcher side rather than the respondent side
• i.e. what can we do to make the work of moderator and analyst
easier
• Taking efficiency into account
• cheaper, faster, better
• Evidence based:
• Experiment:
• 2 Communities without additional tools
• 2 Communities with the prototyped tools
• Based on a prototype.
• Investment decision based on the outcome of the experiment
12

13. MODERATION TOOLS
13

18. ANALYSIS
TOOLS
18

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24. 24

25. 25

26. iVOX IS A RESEARCH
FACILITATOR
SPECIALIZED IN
ONLINE RESEARCH
Founded in 2004
Sister company: iVOX TOOLS
Software for building and maintaining
Web 2.0 Research solutions such as
online focus groups and brainstorms
SaaS for building and maintaining
online communities

27. QUANTITATIVE FINDINGS
27

28. QUANTITATIVE FINDINGS
28

29. QUALITATIVE FINDINGS
• No-shows dashboard seen as great help in day-to-day
moderation work
• Increased feeling of control
• Higher engagement
• More fun!
• Helpful in segmentation, but could still improve
• Text analytics not used to full potential in this prototype
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30. CONCLUSIONS
• We always need to think about the respondent, but we
shouldn’t forget about the other actors
• Maturity in so called emerging methods
• Evidence based!
• Role of text analytics to be explored more
• There are some technological developments such as
moderating bots, but automation is not always the
solution, simple support will get you far already
• Easy does it
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35. WANT TO KNOW MORE ABOUT IVOX OR THIS PAPER?
Engelsplein 35/01.01
sales@ivox.be 3000 Leuven - Belgium
+32 16 22 62 14 @ivox_be
Slideshare/ivox_be
www.ivoxtools.com – www.ivox.be
Istvan Hajnal | R&D Director
@istvanhajnal | istvan@ivox.be