APF orlando diy survey workshop 071114 final

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DIY Survey workshop presented to APF (Association of Professional Futurists) pro-dev meeting July 2014. Covers basics of DIY quant survey tips.

Transcript of APF orlando diy survey workshop 071114 final

  • www.aperioinsights.com Revealing Insights for Clear Decisions July 11, 2014 APF Orlando
  • 1 Revealing Insights for Clear Decisions Welcome to DIY Survey Research
  • 2 Revealing Insights for Clear Decisions Mike Courtney Researcher | Ethnographer | Futurist Educated and trained in both traditional research and long range scenario planning. MMR degree in research, published author, angel investor. Data Analysis | Ethnography Ideation | End User Requirements New Product Validation | Roadmaps
  • 3 Revealing Insights for Clear Decisions Do YOU Research? Term Research is vague Research? Sure! I use Google almost every day. Many dont know if they need it. We dont really need research. What we need is sales and marketing help. Our ads arent getting the response we expected. We might need to look for a new ad agency. Competition just stole our top 3 customers. We need a better sales trainer or maybe a new sales contest. I already did the research. Both my mom AND dad loved the idea. My golfing buddies also think its awesome. Now I just need a couple million $ in funding so I can hire someone to do the marketing and sell it. Sales havent yet taken off, I think I just need better SEO.
  • 4 Revealing Insights for Clear Decisions Why Do Research? Three Simple Reasons To reduce risks To discover opportunities To improve business results One Metric for Success Answers that Lead to Actions After conducting thousands of marketing research studies and asking hundreds of thousands of questions, the author has come to understand one thing: There are no bad questions, only irrelevant ones. In other words, the majority of questions asked are irrelevant. That is, they don't result in answers that lead to actions. The Secret to Great Marketing Research: Ask the Right Questions by Robert J. Kaden
  • 5 Revealing Insights for Clear Decisions Research has Changed COSTS Even straightforward projects cost big $ Simple projects are inexpensive or free TIMING Took months, hard to predict completion date Often done in weeks if not days or hours TOOLS Tools were basic skilled experts needed Tools are powerful and geared towards non-experts OUTPUT Hard to change final output once done Easier to adjust or change final output BACK THEN NOW
  • 6 Revealing Insights for Clear Decisions Todays Research Tools are Easy and Powerful But could they be dangerous?
  • 7 Revealing Insights for Clear Decisions Safe Surveys What We Will Cover When to use Quant vs. Qual Research brief basics capturing the objectives upfront (Team Exercise) Turning objectives into questions subtle differences that add depth Common Scales and other answer options how to choose, examples, etc Common mistakes and traps rules of thumb (Featuring Dr. Bishop handout) Survey question practice - you can do it, we can help (Team Exercise) Show and tell share your questions and get reactions/critiques I need how many? The significance of sample size Finding Respondents - Survey Sample Options Survey and analysis tools - low cost options Final Q & A
  • 8 Revealing Insights for Clear Decisions Refresher Qualitative vs. Quantitative Qualitative (Qual): Discover and understand the why or the rationale behind actions Explore the range of possible perceptions and beliefs Understand the language used and how it impacts understanding Helps develop ideas and hypothesis to test Quantitative (Quant): Measure the percentage who think a certain way Project findings onto larger population Gather feedback from a larger audience Benchmark and periodically re-measure
  • 9 Revealing Insights for Clear Decisions Research Brief Keeps Everyone on Target Background Relevant background to understand context of the request including the scope of project & information currently available: Existing Research what data/knowledge do you already have? Primary, secondary, anecdotal Decision[s] to be made What are the key decisions that will be made? What are the primary reasons to consider conducting this research?: Specific objectives/Hypotheses Are there any theories about what will be learned? What information will affect the decision[s]? What do you need to prove/find out? Ideally, what will you know when the research is completed?: Additional decision data required If the research IS successful in gathering the required information, what other data might ALSO be needed before making the decision[s] in question?: Target respondents What criteria (demographic, product usage and other specific requirements) must the respondents meet in order to qualify for this study? Please note any hard quotas or splits: Justification $ implications / ROI / reasons why project is important: Deadline For final results:
  • 10 Revealing Insights for Clear Decisions Team Exercise: Use a Research Brief to Outline your Objectives Team Task Complete the research brief and outline the specific survey objectives that will form the outline of a survey. Pick a survey topic or use below. Example Survey Topic As an APF member you understand the value a good futurist can bring to an organization. Unfortunately there are still many people in the world who have no idea what you do and how it might help them. Imagine you are working on a project to identify potential NEW clients to approach in order to educate, work with, etc. Your team has been asked to create a survey to understand and measure WHO may be interested in working with a futurist.
  • 11 Revealing Insights for Clear Decisions TEAMS DEVELOP AND PRESENT OBJECTIVES OBJECTIVE = SOMETHING YOU WANT TO LEARN/CONFIRM/MEASURE (TEN MINUTES? DONT OVERTHINK IT)
  • 12 Revealing Insights for Clear Decisions 12 Watch out for too many or too few response options Capital punishment should be reintroduced for serious crimes 1 = Agree 2 = Disagree 1 = Very, Very Strongly Agree 7 = Slightly Disagree 2 = Very Strongly Agree 8 = Disagree 3 = Strongly Agree 9 = Strongly Disagree 4 = Agree 10 = V. Strongly Disagree 5 = Slightly Agree 11 = V, V Strongly Disagree 6 = Neutral
  • 13 Revealing Insights for Clear Decisions 13 Example: How could this question be improved? How old are you? ___ 18-20 ___ 20-22 ___ 22-30 ___ 30 and over
  • 14 Revealing Insights for Clear Decisions 14 Are you satisfied with your marriage and your job? __________________________ Example: How could this question be improved?
  • 15 Revealing Insights for Clear Decisions 15 You didnt think the food was very good, did you? _____ Yes _____ No Example: How could this question be improved?
  • 16 Revealing Insights for Clear Decisions 16 Environmental issues have become increasingly important when choosing respectable hotels. Are environmental considerations an important factor when deciding on your choice of hotel accommodation? ____ Yes ____ No Example: How could this question be improved?
  • 17 Revealing Insights for Clear Decisions 17 What information sources did you use to locate your restaurant for todays meal? (please tick appropriate spaces) ____ yellow pages ____ Internet ____ word of mouth Example: How could this question be improved?
  • 18 Revealing Insights for Clear Decisions Lenovo Survey Example
  • 19 Revealing Insights for Clear Decisions Lenovo Survey Example (Cont)
  • 20 Revealing Insights for Clear Decisions Lenovo Survey Example (Cont) Remember pick only FIVE items to rate
  • 21 Revealing Insights for Clear Decisions SURVEY QUESTION CRASH COURSE: TIPS, TRICKS AND RULES OF THUMB
  • 22 Revealing Insights for Clear Decisions Survey Templates Readily Available
  • 23 Revealing Insights for Clear Decisions Basic Questions Get You Started
  • 24 Revealing Insights for Clear Decisions Subtle Question Differences Add Depth (PS -dont use this many) Management and Fairness My manager treats all his/her employees fairly. My manager knows what is going on in my work group. Favoritism is not an issue in raises or promotions. My manager is always consistent when administering policies concerning employees. I am always treated fairly by my manager. Everybody is treated fairly in this organization. My manager establishes plans and work objectives with me. My manager gives me clear instructions. My manager is available when I need advice. My manager (immediate supervisor) trusts me. My manager helps me to improve myself. My manager takes prompt and fair corrective action on employee