Michael sosnowski advances in quant - 2011

A Presenta*on from The NewMR “Advances in Quan*ta*ve Research” Event

19 September, 2012

Event sponsored by Affinnova All copyright owned by The Future Place and the presenters of the material

For more informa=on about Affinnova visit www.affinnova.com For more informa=on about NewMR events visit newmr.org

Doing More with Less: GeFng Greater Value from Mobile Quant Michael Sosnowski, TRC Market Research

Speaker: Michael Sosnowski, TRC Market Research NewMR Advances in Quantitative Research Event, 19 September 2012, Session 1

Doing more with less: GeFng greater value from mobile quant

Michael Sosnowski Execu=ve Vice President TRC Market Research

hNp://newmr.org/videos-‐slides/advances-‐in-‐quant-‐sept-‐2012/steve-‐nutall-‐and-‐adrian-‐morgan/

hNp://newmr.org/videos-‐slides/advances-‐in-‐quant-‐sept-‐2012/steve-‐nutall-‐and-‐adrian-‐morgan/


Primary researchers in the pressure cooker.


Is mobile a way to do more with less?

•  The most interes=ng and value-‐genera=ng work we do requires some degree of complexity.

q  Conjoint

q  Priori=za=on techniques

q  “What-‐if” simula=ons

•  A powerful way to get at otherwise hard-‐to-‐reach popula=ons.

•  An invita=on to gather data at =mes and places not previously possible.

•  Less informa=on; higher frequency.

•  Increasingly consistent with how consumers want to give feedback.

… just not too much less. Yes...


Is mobile a way to do more with less?

Embrace the mobile impera=ve but…

…don’t marginalize yourself with low involvement or low value contribu=ons.


Short and sweet won’t be enough.

Much of our current focus:

•  5 to 10 ques=ons.

•  Simple response dynamics.

•  Assume short aNen=on span.

•  Maximize experience at expense of informa=on value.

•  All good things of course, but we need to draw upon our other strengths – design and analysis.

Consumer-‐ and mobile-‐friendly surveys


Short and sweet won’t be enough.

More with less in a mobile environment

Consumer-‐ and mobile-‐friendly surveys

Don’t maximize. Op=mize!


Op*mize & challenge conven*onal wisdom.

“You can’t do advanced choice-‐based research on a handheld device.”



Is that true? Let’s ask ourselves some fundamental ques=ons:

Why do we do advanced choice-‐based studies? •  To understand preferences and build beNer products.

•  Because we believe trade-‐offs are superior to ra=ngs.

Why don’t we do such studies on mobile devices? •  They require too many choices.

•  It’s difficult to render mul=-‐op=on choices on the small screen.



An es*ma*on challenge: What’s the right number of choices? Case study: Understanding preferences for HDTVs

•  7 unique aNributes – brand, price, specifica=ons. •  331 par=cipants. •  3 HDTV profiles (plus “none”) per choice task •  13 tasks (cards).



53

61 65

68

7.1 4.7 3.3 2.9 0

10

20

30

40

50

60

70

80

3 6 9 13

Hit Rate

Error

Perhaps we don’t need so many choice tasks?

Maximum hit rate

Minimum error

Case study: Understanding preferences for HDTVs

# of choice tasks



A design challenge: Can choices be simplified? Case study:

Stemming aKriLon among mobile subscribers

•  9 unique aNributes. •  1,208 par=cipants. •  Take it or leave it -‐ 1 mobile (plus “none”) per choice.



89%

3.7 0

50

100

Hit rate Error

Stark “yes or no” choices can yield robust models of choice.

Case study: Stemming a:ri;on among mobile subscribers



“Fewer tasks? Simplified choices?

That might just work!”


Op*mize & do more powerful quan*ta*ve studies via the mobile, today.

Tournament-‐style prioriLzaLon… good for online; GREAT for the mobile plaWorm •  What makes it good for lengthy feature sets makes it a great poten=al fit for mobile MR.

q  Fewer ques=ons q  More relevant ques=ons q  Handheld-‐friendly formaFng requirements q  Simple response mechanics

Consumer-‐ and mobile-‐ friendly surveys

More with less in a mobile environment

A potent applicaLon that combines innovaLve design and analysis with a simple and engaging task


Mobile “more with less” in ac*on.

Want to catch a movie in a theater?

How do you decide what to see?

An everyday priori=za=on problem.



•  So many factors to consider.

•  We stopped at 18.

•  Max-‐Diff = 14 choice sets.

•  Tournament-‐style approach: 9.

•  “That’s more mobile-‐appropriate,” we thought. “Let’s test it out.”

A tournament style approach



•  414 U.S. adults. •  20-‐ques=on survey (6-‐7 minutes)

•  All accessed and completed the survey using a mobile device.

•  Main tasks – review and priori=ze across our 18 “go to the movies” choice factors.

•  Simple, appropriately-‐formaNed tasks presented on-‐device.


Results confirm our ability to tackle difficult quant work via mobile.

a. You like the plot or story b. It is your favorite movie genre c. It is adapted from something you are familiar with d. It received good reviews from movie cri=cs e. Your friends and family liked it f. The movie has your favorite stars g. The theater is conveniently located h. It is playing at a convenient =me at the theater i. It's a sequel to a movie you've already seen j. It is shown in 3D k. The theater has good quality and variety of food l. You have a loyalty card or get points or rewards m. It's targeted towards people like you n. You think it will be a popular movie o. It has your favorite director p. It is a long movie q. It has an R ra=ng r. It is animated

A rank-‐ordering of importance

Most important decision factor

Least important decision factor

Case study: What’s important to you when choosing a movie?


Results confirm our ability to tackle difficult quant work via mobile. Case study: What’s important to you when choosing a movie?

0

5

10

15

20

25

30

35

40

45

50

a b c d e f g h i j k l m n o p q r

Mobile Tradi=onal

Bayesian esLmaLon of uLliLes helps idenLfy Lers of

importance.

Results match nicely to those obtained using tradiLonal online data collecLon.


“More with less” mobile research: Beyond short & sweet. More than fast & cheap.

•  Don’t marginalize the role of custom, quan*ta*ve research in an increasingly mobile environment.

•  Remember we have more tools in our belt than programming and crea*ve forma\ng.

•  This is relevant right now.

•  “More with less” mobile can help improve all methodologies.

•  Be an op*mizer, not a maximizer.


Thank you. Michael Sosnowski

Execu=ve Vice President TRC Market Research


Q & A

Sue York NewMR

Michael Sosnowski TRC Market Research


Michael Sosnowski TRC Market Research

Visit TRC’s site at hNp://trchome.com Read Michael and his colleagues’ blog posts @ hNp://trchome.com/trc-‐blog.html Follow Michael @ hNp://twiNer.com/MRSosnowski (@MRSosnowski) Connect with Michael on LinkedIn @ hNp://linkedin.com/in/michaelrsosnowski Contact Michael at 215.641.2258 or at [email protected]

A Presenta*on from The NewMR “Advances in Quan*ta*ve Research” Event

19 September, 2012

Event sponsored by Affinnova All copyright owned by The Future Place and the presenters of the material

For more informa=on about Affinnova visit www.affinnova.com For more informa=on about NewMR events visit newmr.org

Doing More with Less: GeFng Greater Value from Mobile Quant Michael Sosnowski, TRC Market Research

Michael sosnowski advances in quant - 2011

Marketing

Transcript of Michael sosnowski advances in quant - 2011