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The Future – Back to Basics?

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We have seen the experimentation with Social Media, technology based data collection and Big Data as an alternative!
Apps and MROCS also have their place, and there is debate about the need for Dynamic Samples, CATI and randomly recruited online panels.
A solid online panel, that is well sourced, double opted in, well profiled and well managed still meets the needs of:
-representative [can be quota controlled and post weighted]
-valid [limits opportunities for false representation]
-addressing both customers AND prospects [communities limited to customers]
-avoids privacy issues and spam
Perhaps we need to ensure our base data collection methods are still robust?

Publié dans : Formation
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The Future – Back to Basics?

  1. 1. The case for online panels! Brian Fine, Quality Online Research (QOR) The Future of Data Collection The future – back to basics? The case for online panels! Brian Fine Quality Online Research (QOR)
  2. 2. The case for online panels! Brian Fine, Quality Online Research (QOR) The Future of Data Collection NewMR 2018 Sponsors Pla<num Gold Silver Communica<on
  3. 3. The case for online panels! Brian Fine, Quality Online Research (QOR) The Future of Data Collection Headlines over the past decade Online panels are dying! Big Data is here! MigraKon of research budgets to non-research consultants and agencies! Big Data overload! John Gilfeather: “Marke'ng research is on the brink of doom. The future is fraught with destruc'on and gloom. Yet experts, I recall, twenty years ago this fall, Had the industry with one foot in its tomb.”
  4. 4. The case for online panels! Brian Fine, Quality Online Research (QOR) The Future of Data Collection ExperimentaKon •  Social media •  Technology based data collec<on •  Big Data •  Apps •  MROCs •  Dynamic Samples
  5. 5. The case for online panels! Brian Fine, Quality Online Research (QOR) The Future of Data Collection Need for solid, robust panels? •  Well sourced and recruited •  Double opted-in •  Well profiled •  Well managed
  6. 6. The case for online panels! Brian Fine, Quality Online Research (QOR) The Future of Data Collection RepresentaKve? •  Does it represent popula<on groups being targeted? •  How has it been sourced? •  Are sources representa<ve, individually or cumula<vely •  Can one quota control, to match sample to universe? –  Demographics –  AQtudes –  Behaviours –  Psychographics •  Can one weight by the same areas? –  Matching the profiles of the sample to the panel –  Matching the profiles of the sample to independent, credible sources (e.g. Census, industry studies)
  7. 7. The case for online panels! Brian Fine, Quality Online Research (QOR) The Future of Data Collection Valid? •  Are the people responding ,who they say they are? •  Are there cross-checks to confirm/validate that … –  Their profiles are accurate? –  They are not par<cipa<ng mul<ple <mes, with differing demographics/usage profiles? •  ‘Dynamic’ or ‘river’ sampling from websites does not have the heritage of: –  Knowing physical addresses, for incen<ve payments –  Knowing fuller profile of those responding versus those not responding for weigh<ng purposes •  Actual behaviour versus stated behaviour gaps?
  8. 8. The case for online panels! Brian Fine, Quality Online Research (QOR) The Future of Data Collection PopulaKon represented? •  Customer databases exclude non-customers and prospects! •  Online recruited panels can be: –  Heavier internet users –  On mul<ple panels –  Representa<ve of a narrow group of popula<on –  ‘professional’ respondents •  Measurement of ‘non-response’
  9. 9. The case for online panels! Brian Fine, Quality Online Research (QOR) The Future of Data Collection PopulaKon represented (conKnued) •  ‘Funnel effect’ Popula<on Internet users Willing to join online panel Ac<ve on online panel Par<cipate in your survey Popula<on Have fixed line (+ mobile) Not ‘silent’ line or on DNC register Validated profile over <me Par<cipate in your survey Online panel CATI sample
  10. 10. The case for online panels! Brian Fine, Quality Online Research (QOR) The Future of Data Collection Online panels vs CATI 1.  CATI +’s –  Interviewer control –  Probing opportuni<es –  Sourcing respondents outside of panels 2.  Online +’s –  Profiled panel –  Assists with quota controls –  Assists with weigh<ng to reflect non-response
  11. 11. The case for online panels! Brian Fine, Quality Online Research (QOR) The Future of Data Collection Online panels vs CATI – common themes 1.  Need to know who can be reached 2.  Need to understand profiles of those sampled AND those excluded 3.  Need to manage the gaps: Sample vs Projected popula<on 4.  Need to be able to weight to correct for deficiencies
  12. 12. The case for online panels! Brian Fine, Quality Online Research (QOR) The Future of Data Collection A soluKon – segmentaKon by socio- economic status and life stage •  geoTribes segmenta<on (15 segments) •  Based on physical address (Socio-Economic Status) and age (life stage) •  Segmenta<on linked to Census •  Online panels can match Census on all 15 segments within specified geographic areas •  Enables matching by more than only age / gender, within State (similar to psychographic matching) •  As Census based, it helps account for the non-response when weighted back to popula<on
  13. 13. The case for online panels! Brian Fine, Quality Online Research (QOR) The Future of Data Collection The SegmentaKon
  14. 14. The case for online panels! Brian Fine, Quality Online Research (QOR) The Future of Data Collection Privacy Issues [criKcal since Facebook] •  Panels are double opted-in=permission based •  Data security-security of systems/processes •  Known informa<on on where data is stored •  Data and personal details only for research-not supplied to 3rd par<es •  Data analysis ONLY in aggregate form
  15. 15. The case for online panels! Brian Fine, Quality Online Research (QOR) The Future of Data Collection Summary •  Experimental op<ons can add value •  Ideal to link them to primary data collected from general popula<on •  Big Data offers fast ,accurate behavioural informa<on-but lacks the “why” •  Social Media can access informa<on, but only selec<vely •  MROCs are great for customer insights-but can miss geQng data on non-customers •  S<ll a need for robust, representa<ve and valid data
  16. 16. The case for online panels! Brian Fine, Quality Online Research (QOR) The Future of Data Collection Conclusions •  Panels s<ll provide a robust op<on •  They can be managed to represent the non- response through weigh<ng •  Uses of Census and Industry data provides excellent benchmark to correct panel data •  While a finite percentage of the popula<on can be reached through online panels [and CATI too], knowing the gaps and how to correct for them is cri<cal !
  17. 17. The case for online panels! Brian Fine, Quality Online Research (QOR) The Future of Data Collection The Future •  There will be far more use of customer data bases! Big Data and “fusion” of databases are gaining momentum •  Technology will speed up the process of data collec<on. •  The amount of data available to clients will be overwhelming •  Primary research data will become more important in determining strategies for data analysis. •  Primary research data collected from panels under proper management, will be essen<al in understanding Big Data. •  There is an increasingly important role for good panel research!
  18. 18. The case for online panels! Brian Fine, Quality Online Research (QOR) The Future of Data Collection Thank You! Brian Fine Chairman, QOR brian.fine@qor.com.au m: 0408 672 754
  19. 19. The case for online panels! Brian Fine, Quality Online Research (QOR) The Future of Data Collection Q & A Brian Fine QOR Your Photo Sue York NewMR

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