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Solid as an MROC

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iVOX presentation about MROC on ESOMAR 3D conference in Amsterdam, november 2012.
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Solid as an MROC A case study on how text analytics helped us to get solid results out of research communities Istvan Hajnal Steven Deketelaere Jo Steyaert
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Page 1: Solid as an MROC

Solid as

an MROC A case study on how text

analytics helped us to get solid

results out of research

communities

Istvan Hajnal

Steven Deketelaere

Jo Steyaert

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Mr. Oskar Cuypers

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THE ODD ONE OUT ROUND

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THE RISE AND RISE OF MROC’S

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“36% of consumers prefer to participate in a branded

research community” Social Media around the world 2012 (Insites)

“36% of research buyers or clients have used Online

Communities” Greenbook Research Industry Trends Report. Spring 2012

“64% of Research providers or suppliers plan to use Online

Communities in 2012” Greenbook Research Industry Trends Report. Spring 2012

“MROC’s are becoming a mainstream approach”Greenbook Research

Industry Trends Report. Spring 2012

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WHAT DO CLIENTS WANT?

• But to what extent do we see efforts to make the

“emerging methods” of yesterday, that are considered

mainstream today, cheaper, faster and better?

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“Cheaper, Faster, Better is not a wish, it’s a requirement”. Greenbook Research Industry Trends Report. Spring 2012

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• Scott Miller’s words are also valid for CEO’s in MRX

itself: “New technology and methods are recommended,

but not always evidence based”

EVIDENCE BASED VS GUT FEELING

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James Verrinder quoting Ray Poynter in Research Live: “Society is moving

away from a culture of evidence-based decision making in

favour of gut instinct”

Scott Miller, CEO of Vision Critical: “I’ve watched more and more

decisions being made by CEO’s and CMOs without the

benefit of market intelligence”

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“We often have insufficient data on mobile method effectiveness and limitations. It’s easy to hypothesis that surveys delivered at the time of a retail transaction will yield better data than those delivered via email 2 days later. It’s tempting to assume that people who opt-in to mobile panels are just as “representative” as those who sign-up for other panels (I used quotations here since this term in itself is always a lightning rod for debate). It’s intoxicating to think that all mobile devices are a single category (hint: they are not). But until I see more actual data based on rigorous testing of mobile data collection versus other modes, I can only suggest to my clients that they “test” mobile. Has there been any research-on-research about mobile? Yes, but very little.”

Kathryn Korostoff in MRMW-news

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• Focused on researcher side rather than the respondent side • i.e. what can we do to make the work of moderator and analyst

easier

• Taking efficiency into account • cheaper, faster, better

• Evidence based: • Experiment:

• 2 Communities without additional tools

• 2 Communities with the prototyped tools

• Based on a prototype.

• Investment decision based on the outcome of the experiment

EXPERIMENT

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MODERATION TOOLS

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ANALYSIS

TOOLS

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iVOX IS A RESEARCH

FACILITATOR

SPECIALIZED IN

ONLINE RESEARCH

Founded in 2004

Sister company: iVOX TOOLS

Software for building and maintaining Web 2.0 Research solutions such as online focus groups and brainstorms

SaaS for building and maintaining online communities

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QUANTITATIVE FINDINGS

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QUANTITATIVE FINDINGS

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QUALITATIVE FINDINGS

• No-shows dashboard seen as great help in day-to-day

moderation work

• Increased feeling of control

• Higher engagement

• More fun!

• Helpful in segmentation, but could still improve

• Text analytics not used to full potential in this prototype

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CONCLUSIONS

• We always need to think about the respondent, but we shouldn’t forget about the other actors

• Maturity in so called emerging methods

• Evidence based!

• Role of text analytics to be explored more

• There are some technological developments such as moderating bots, but automation is not always the solution, simple support will get you far already

• Easy does it

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[email protected]

+32 16 22 62 14

Engelsplein 35/01.01

3000 Leuven - Belgium

@ivox_be

Slideshare/ivox_be

www.ivoxtools.com – www.ivox.be

WANT TO KNOW MORE ABOUT IVOX OR THIS PAPER?

Istvan Hajnal | R&D Director @istvanhajnal | [email protected]


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