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August 2011 Webinar: Innovation Mash-up
1.
Innovation Mashup How to
combine panel, mobile and social research data Annie Pettit, Ph.D. VP, Research Standards Research Now #rnwebinars
2.
Method Mash-up
Survey SMS Diary SMR Freq, volume, Live behaviour Serendipity, rep demos sample size Code using SMR Tighten the focus Deep dive of online system to achieve with SMR data survey findings reliability Incent by sharing Invite from online Deep dive of SMS SMR results survey findings #rnwebinars 2 © 2010 Research Now
3.
Stage 1: Quantitative
Survey As much probability sampling as any non-probability sample will permit 2,006 responders 1,002 US census rep 1,004 Canada census rep Full demographic profiling (Age, Gender, etc.) Assuming probability sample: Range of error max 2.2 points #rnwebinars 3 © 2010 Research Now
4.
Survey Strength
Surveys are for precision counting #rnwebinars 4 © 2010 Research Now
5.
SMR Qualitative Solution
Coffee Shops Fast Food Restaurants Casual Dining #rnwebinars 5 © 2010 Research Now
6.
Survey: By Retailer
and Country 80 60 40 US Canada 20 0 Percentage of people who have purchased a beverage P30D #rnwebinars 6 © 2010 Research Now
7.
Survey: By Age
and Location 80 60 Home 40 In Transit At Work At Restaurant 20 Other 0 18-29 30-39 40-49 50+ Where do you usually drink coffee? (Among buyers) #rnwebinars 7 © 2010 Research Now
8.
Stage 2: SMS
Survey 24 hour diary Prequalified from survey Additional incentive Triple opt-in #rnwebinars 8 © 2010 Research Now
9.
SMS Problem #rnwebinars 9
© 2010 Research Now
10.
SMS 24 Hour
Diary 120 lrg 80 exl 40 0 Large Medium Small Extra smal Large #rnwebinars 10 © 2010 Research Now
11.
Stage 3: Social
Media Research Time Travel Thousands of variables Perfect reliability #rnwebinars 11 © 2010 Research Now
12.
Why SMR? Pre
and Post Survey Data 60 40 20 Dunkin Donuts Starbucks Tim Horton's 0 #rnwebinars 12 © 2010 Research Now
13.
Why SMR? These
Aren’t Food Outlets! #rnwebinars 13 © 2010 Research Now
14.
Besides Food Outlets #rnwebinars 14
© 2010 Research Now
15.
Coffee & What?
Dessert Donuts Chocolate Cake Ice Cream Cookies Cinnamon Cupcakes Brownies Pie - Sweet Pudding Biscotti 0% 20% 40% 60% 80%100% #rnwebinars 15 © 2010 Research Now
16.
SMR: Create a
Personality #rnwebinars 16 © 2010 Research Now
17.
…To Create The
“Collateral.” #rnwebinars 17 © 2010 Research Now
18.
Stage 4: Thank
Your Respondents #rnwebinars 18 © 2010 Research Now
19.
Conclusion Don’t choose
a method Do choose an objective #rnwebinars 19 © 2010 Research Now
20.
Thank You!
Annie Pettit Ph.D. VP Research Standards, Research Now apettit@researchnow.com #rnwebinars Twitter.com: @ResearchNowUS/ @ResearchNowCA/ @Conversition Facebook.com: Research Now US/ Research Now CA/ Conversition Strategies www.researchnow.com 20 © 2010 Research Now
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