Post on 23-Jul-2015
transcript
PERSONALITY
MATTERS
CHRISTIAN DÖSSEL FLORIAN TRESS
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WHO WE ARE
CONSUMERS NORSTAT MM-EYE END CLIENTS
Masters of the Art of Market Research
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THE COMPOSITION OF WORKING MROCs
NO WILLINGNESS TO PARTICIPATE / NO AVAILABILITY
NO LOGIN / SAMPLE FAILURE
LURKERS SILENT
OBSERVERS
REGULAR PARTICIPANTS
OUTSTANDING PARTICIPANTS
RECRUITMENT FIELD PERFORMANCE
RECRUITMENT over recruitment phone call to enhance
commitment reminder mails
FIELD PERFORMANCE Would it be possible to recruit outstanding participants only? To what degree is performance a matter of participants' personality? What is the personality of outstanding participants? Is performance a matter of social dynamics / formation of social
roles?
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openness
extraversion
agreeablenessemotional stability
conscentiousness
THE BIG FIVE PERSONALITY TRAITS
accounting for different traits in personality without overlapping high consistency in interviews, self-descriptions and observations
open
average
conventional
extroverted
average
introverted
agreeable
average
disagreeable
emotional stable
average
neurotic
conscientious
average
spontaneous
X X X X =243
personality profiles
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openness
extraversion
agreeablenessemotional stability
conscentiousness
THE STUDY DESIGN
GROUP 1 all participants score average values in
every domain of their personality
openness
extraversion
agreeablenessemotional stability
conscentiousness
GROUP 2 all participants score average values in
every domain of their personality but there is exactly one dimension with
extreme positive or extreme negative
values
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REQUIREMEN
TS Modular software: diary,
community, surveys, media
uploads Multiple topics: performance
as a matter of relevance
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RECRUITING
PRE-SCREENING OF 2.627 PANELISTS
560 ELIGIBLE PANELISTS (IR: 21%)
2.067 NON-ELIGIBLE PANELISTS
169 PANELISTS 391 PANELISTS
GROUP 1 GROUP 2
SCREENING OF 560 PANELISTS
invitations to 50 selected
panelists
to get 20 participants
CONVERSION: 40%
invitations to 70 selected
panelists
to get 20 participants
CONVERSION: 29%
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CONVERSION TOREGISTEREDPARTICIPAN
TS
ACTIVE PARTICIPAN
TS
Group 1 40% (20) 55% (11)
Group 2 29% (20) 55% (11)
Conscientious 50% 67%
Unconscientious 43% 100%
Agreeable 25% 50%
Disagreeable 43% 67%
Emotional labile 25% 50%
Emotional stable 25% 0%
Open 50% 33%
Conventional 0% n/a
Extroverted 33% 50%
Introverted 0% n/a
CONVERSION
RECRUITMENT• Different personalities seem to have a
different likeability to join a MROC.• Introverted and conventional people pose
a risk to be underrepresented.• On the other hand, unconscientious and
disagreeable people tend to be
overrepresented.
FIELD PERFORMANCE• However, on the surface, both groups
performed similarly, once they were
recruited.• But on closer inspection, there are huge
differences between different personality
profiles.
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PERSONALITY TRAITS: AGREEABLENESS
Agreeable individuals value getting along with others.
They are generally considerate, kind, generous, trusting
and trustworthy, helpful, and willing to compromise their
interests with others. Agreeable people also have an optimistic view of human
nature.
Agreeable person in respect to possible risks of online
dating: "… an awful lot of things can go wrong. For
example you could meet you boss or your neighbor
on an online-dating platform, it is unpredictable…"
Disagreeable person regarding same topic:
"… I find it very risky to look for a partner this
way. Especially young people are very easy for
someone and really know nothing about the other
person…"
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PERSONALITY TRAITS: AGREEABLENESS
Disagreeable participants showed a competitive attitude,
e.g. strived to obtain a special status in the community
(first / last post of the day).
They were more likely to take extreme positions during
the discussions and were stimulated by controversies.
These extreme positions potentially intimidated other
participants from contributing to these discussions.
Our findings suggest, that disagreeable persons are more
likely to join a community and to participate actively.
In contrasts, agreeable participants were not remarkable
in an either positive or negative way.
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PERSONALITY TRAITS: EXTRAVERSION
The trait is marked by pronounced engagement with the
external world. Extraverts enjoy interacting with people,
and are often perceived as full of energy. They tend to be
enthusiastic, action-oriented individuals.
Extroverted person about early childhood care:
"... children do join childhood care earlier and
earlier so that parents can continue working much
quicker. Children are getting more independent
than in previous times. It is important that children
learn how to deal with technology very early, it is
important for their working life..."
As mentioned before, we were not able to recruit
introverted participants.
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PERSONALITY TRAITS: EXTRAVERSION
As expected, extroverted participants are very likely to
open a discussion by writing the first post. They serve as
a good example for other participants and break the ice
in a community.
Extroverted participants are very receptive for positive
recognition by the moderator. Their behavior can easily
be reinforced positively.
Like disagreeable participants, extroverted participants
strived to obtain a special status with their posts, e.g. first
or last posts of a thread or a summary of the day.
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PERSONALITY TRAITS: CONSCIENTIOUSNESS
Conscientiousness is a tendency to show self-discipline,
act dutifully, and aim for achievement against measures
or outside expectations. High scores on conscientiousness indicate a preference
for planned rather than spontaneous behavior.
Conscientious person about online dating:
"… face to face is the only true communication to
begin a partnership because otherwise I do not
know if my opposite is lying or not. Nowadays
everybody seems to be cowards, easily hiding
behind computer screens and longing for the
dream prince or princess. But reality is different…"
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PERSONALITY TRAITS: CONSCIENTIOUSNESS
With regards to the activity level, conscientiousness has
no impact on the general amount of contributions.
However, unconscientious / spontaneous participants had
a slightly different style when contributing to the
community. They used more abbreviations, enumerations
and incomplete sentences than conscientious
participants.
Only in some very involving topics, unconscientious
participants got more into the topic. It seems that
unconscientious participants have difficulties to get
deeply engaged with a topic.
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PERSONALITY TRAITS: EMOTIONAL STABILITY
Being emotionally instable (neurotic) is the tendency to
experience negative emotions, such as anger, anxiety, or
depression. Those who score high in neuroticism are emotionally
reactive and vulnerable to stress. They are more likely to
interpret ordinary situations as threatening, and minor
frustrations as hopelessly difficult.
Emotionally instable person about car-sharing
"… the success is surely on the cheap alternative
for people who only need the car very little…"
"… typical user: living in the city, because car-
sharing is not common in rural areas, either single
or family (in that case: car sharing as second car)…
"
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PERSONALITY TRAITS: EMOTIONAL STABILITY
Emotional stable participants were not remarkable in an
either positive or negative way.
On the other hand, emotional instable participants
contributed in a very restrained way: a lot of descriptive
posts, extensive use of impersonal pronouns,
confirmation of what has already been said, avoiding to
take a personal standpoint.
It is open to question, if this personality profile has a
function in MROCs: these participants are neither
moderating / counterbalancing extreme positions, nor
adding new arguments to the discussion.
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PERSONALITY TRAITS: OPENNESS
Open people are, when compared to closed people, more
creative and more aware of their feelings. They are more
likely to hold unconventional beliefs. On average, people who register high in openness are
intellectually curious, open to emotion, and willing to try
new things.
Open person about differences between renting and
owning a house:
"Whether there is a typical tenant, I do not know.
Many do not have the ability to build a house,
financially or for other reasons. A homeowner is
proud of its acquisition in general and often looks
down from above on the tenant. For him, tenants
are almost second-class citizens. Typical saying a
homeowner is "Yes, my tenants ..."
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PERSONALITY TRAITS: OPENNESS
Participants with an open personality generally answered
in complete sentences, are specific, weight their
arguments and use examples to underline them. They
reacted positively upon new content and follow-up
questions.
These participants are absolutely vital for MROCs. They
support the moderator by providing a lot of stepping
stones for getting deeper into the topic. Usually, their
contributions are very meaningful and make the
interpretation of the contents easier.
Conventional participants could not be recruited. A
possible reason is an aversion to the “new experience” of
an MROC (against the backdrop of a known panel
membership).
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GROUP DYNAMICS
There is no evidence, that heterogeneous groups (GROUP
2) are per se more dynamic than homogenous groups
(GROUP 1). However, there are differences in the
dynamics.
Homogenous groups less variance in the activity level of
their group members. New stimuli generate an even level
of engagement with the discussion.
On the other hand, heterogeneous groups tend to be very
selective with regards to stimuli: if they are too
controversial, they intimidate some participants while
provoking others at the same time. These groups require
a more thorough moderation, to get every participant
involved.
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WHAT ABOUT THE PARTICIPANTS?
Overall Satisfaction
The posts of other participants were interesting to me.
The questions were clear and concise.
I did ok with other participants.
I would participate again in this community.
I would have liked, if others revealed more about them.
It was fun to discuss with other people.
I have learned something new in this community.
GROUP 1 GROUP 2
In average, the heterogeneous group was more satisfied with the overall community
experience. Even though there had been irrelevant posts as well, the multitude of different
opinions and statements increased the value of participating.
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SUMMARY I
PERSONALITY MATTERS Open and extroverted participants have a clear value for
the discussion in MROCs. Disagreeable participants can spice up the composition of
a group, but should be supervised by the moderator. Including emotionally labile participants seems to add no
value to the discussions.
COMPOSITION MATTERS It’s easy to blight the dynamics of a group, it’s hard to
create dynamics. Homogenous groups run risk to lack new impulses from
different perspectives. Heterogeneous groups run risk that single members loose
track with the rest of the group.
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SUMMARY II
MODERATION MATTERS Although there has to be conducted additional research to
support the findings, knowing personality traits for
community members help moderation to… … control undesirable effects … steer "ideal" composition of communities … moderate more individually according to the traits … optimize the interplay of research objectives,
methodical setup of the community and
participation … better - and more targeted - motivate participants
and help to a more satisfactory research experience
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DISCUSSION
Inter-dependence of single personality traits: working with complex personality profiles
(e.g. open, extroverted and agreeable)
How to deal with MROCs about topics that correlate with personality traits (e.g. fashion,
drinking out, …)
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CHRISTIAN DÖSSELMANAGING DIRECTOR
MM-EYE
christian.doessel@mm-eye.com+49 (0) 40 3068 88-28
@olympiamilano
FLORIAN TRESSDIRECTOR R&D
NORSTAT DEUTSCHLAND
florian.tress@norstat.de+49 (0) 89 5480 194-41
@FTress
image credit: morguefile.com