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Concept Testing Using ResearchEli Schwartz
NUS Enterprise Kopi Chat 14, October 2015
The Biggest Brands Get Answers With SurveyMonkey
We Have 20+ Million Registered Users of All Types
99% of the Fortune 500
Make Business Decisions with Data Not Assumptions
Meet Alexander Graham Bell
Just months after inventing the telephone, he sought a quick exit for his startup
Source: http://on.recode.net/19KT8we
The Western Union committee decided:
“Bell wants to install a “telephone device” in every city. The idea is idiotic on the face of it. Furthermore, why would any person want to use this ungainly and impractical device when he can send a messenger to the telegraph office and have a clear written message sent to any large city in the United States?
”
For a mere $100k, this could have been Western Union
Let’s try to replicate this decision
Imagine you are the CEO of Nokia and are offered the patent for a
new mobile operating system
Imagine you are the CEO of Nokia and are offered the patent for a
new mobile operating system
That is placed in a human eye
Raise your hands if you would invest
Use Online Tools to Collect Data
Interviews/Paper Surveys
Time Consuming
Not Scalable
Expensive
Google Forms
Limited Question Types
Limited Analysis
Advanced Question Types
Advanced Analytics
Calculate the Ideal Sample Size for Your Survey
Automatically see whether significant differences exist in your resultsUnderstand the Statistical Significance of Your Results
What is statistical significance?
A statistical formula that tells you whether one group’s answers are substantially different from another.
It can be more important thansample size.
Learn More About Your Customers
GenderAge LanguagesEmploymentStatus
ExerciseInternet Usage Marital Status
GamingHouseholdIncome
LocationEthnicity EducationIndustry Devices
Test your concepts and get results in less than 7 daysTest Creative Concepts
Attributed Tested n=423 n=423 n=423Purchase Intent 9 % 9% 12%
Appeal 15% 17% 20%Uniqueness 13% 17% (A) 30% (AB)Relevance 15% 13% 17%
Average Score % Ranked #1
13%33%
14%28%
20%39%
A B CSurvey Results as of: March 17, 2015
• Editorial staff had five different layouts featuring actress Kaley Cuoco
• Surveyed women’s magazine readers using Audience
• Selected “Cover 1” for theMay 2014 issue
Effective Cover Testing Cosmopolitan
People don’t want to send surveys but here are tips on where to get survey respondentsGet Survey Respondents
So, Should Nokia Invest?
Any [email protected] Add me on LinkedInTwitter: @5le
The Future of Work.
22
THE REGUS STORY
Regus today 3000 locations
900cities
120countries
Singapore
THE REGUS STORY
Who we serve
THE REGUS STORY
How we serve them
Office spaceAvailable for days, months or years
1
BusinessworldAccess to business lounges in 600 cities
2
Meeting roomsProfessional places to meet clients
3
VideocommunicationHelping reduce business travel costs
4
Virtual officesBig business image, without the cost
5
Workplace recoveryIT disaster recovery, online data backup & business continuity
6
THE FUTURE OF WORK
A changing world
“”
THE NOTION OFHAVING TO WORK
9-5 AND COMMUTINGTO AN OFFICE
IS DEAD
FORBES MAGAZINE
Flexibleworking
Technology
THE FUTURE OF WORK
Long-term trends
THE FUTURE OF WORK
Technology
* IDC
By 2015, the number of mobile workers will reach 1.3 billion, or 37.2% of the world’s total workforce
*
of workers already have the right technology to work anywhere *
* Regus Great Big Survey, 2012
THE FUTURE OF WORK
Where people work
Flexibleworking
Technology
THE FUTURE OF WORK
Long-term trends
People
THE FUTURE OF WORK
People
* Regus Survey, 2014
67% of Singaporean businesses indicated that returning mums can add value to their firm's operations*
58% of respondents found that more women were demanding to work flexibly when they were returning to the workforce*
43% said working closer to home was a key incentive*
Flexibleworking
Technology
THE FUTURE OF WORK
Long-term trends
People
Costs
* Unwired
Annual cost of a desk in Singapore is around
S$25,000 *
of desks are empty at any one point in time *
Over
* Regus Great Big Survey, 2012
Flexibleworking
Technology
THE FUTURE OF WORK
Long-term trends
People
CostsSustainability
THE FUTURE OF WORK
People work everywhere
Business Hubs
Universities
Hotels
Airports
City Centre
Community Centres
HomeworkersMRT Stations Retail
Service Stations
* Regus Business Confidence Index
of senior executives and business owners said flexible working increases productivity
*
The Future of Work
Regus Express
Flexibleworking
Technology
THE FUTURE OF WORK
Long-term trends
People
CostsSustainability
Managementstyle
THE FUTURE OF WORK
Management style
Thank you!
49
A TALE OF TWO MEN
Alf LandonFranklin Roosevelt
1935-6
VS
7. Methodology Matters:
- Beware & control for biases
6. Seasonality Matters:
- Randomise over several time periods
5. Sample Matters:
- Be careful with sampling frame and weights
4. Questions Matter:
- Aim for a sorting effect
3. Order of Questions Matters:
- Observe carefully and randomise
2. Actionability Matters:
- Never ask for asking’s sake
1. Other Methods Matter:
- Make survey research part of your arsenal of tools
7 MATTERS THAT MATTER IN MARKET-BEATING RESEARCHLeong Chee TungDirectorSoutheast [email protected]