More Fun, Better Results?

MORE FUN,BETTER RESULTS?

MARJA RUIGROK

UTRECHT, DECEMBER 17, 2009

Ruigrok | NetPanel - dec 2009

2

http://www.youtube.com/watch?v=oqI44u_KWps


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RUIGROK | NETPANEL

General information

Ruigrok | NetPanel is a full service research company

Ruigrok | NetPanel is member of ESOMAR and therefore complies with the ICC/ESOMAR International Code of Marketing and Social Research Practice.

Ruigrok | NetPanel is certified with the Research Hallmark [based on ISO 20252] and ISO 26362 for access panels.


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EXPERTISE

What we love most

Qualitative research Traditional qualitative research Online qualitative research

Online panels NetPanel Advisory board (13.000 Dutch consumers)Private Panels

Usability research • Eye tracking• Quantitative website research• Qualitative user experience

http://www.youtube.com/watch?v=GqVWgNqi3WE


5 OUR CLIENTS


6

TOOLBOX


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TOOLBOX Kwantitatief

Kwalitatief

Offline Online

ForumTag-it*Usability * GroepenSingles

NetPanelAdviesraad*

Bezoekers- en klantenonderzoek

Chatsessie

Schriftelijk Telefonisch Straat Online klantenpanels


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MORE INTERACTIVITY


9 USER TYPES

For each of the website / application categories below, please specify whether you are a passive user, active user or non-user.

Basis: All - in percentages (n=1.011)© 2009 - Ruigrok | NetPanel

93%92%

90%87%

78%78%

66%

53%47%

39%34%34%

27%

4%4%

5%6%

12%10%

23%19%

21%30%

29%45%

20%51%

51%

3%6%

7%9%10%

15%

15%23%

14%45%

14%22%

66%61% 18%

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

Virtual world (Second Life)Social bookmarking (Delicious)

TwitterInteractive gaming (World of Warcraft)

Widgets (application software, e.g. for Facebook) Business social networks (LinkedIn, Plaxo, Xing)

Forums Platforms for sharing photos (Flickr, Picasa)

Platforms for sharing music (LimeWire, Soulseek)Blogs, Weblogs (posts and/or reactions)

Platforms for trading/commerce (eBay) Platforms for sharing videos (YouTube)

Private social networks (MySpace, Facebook)Wikis (Wikipedia)

Product and service comparison sites

Non-user Passive user Active user Don't know, no opinion


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http://www.youtube.com/watch?v=4OTH8bE_8dM


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USABILITY RULES


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WE EXPECT A LOT, WE GET IRRITATED A LOT

75% think you can expect much in terms of user-friendliness from a website, even if it’s a free website or online application. Only 9% disagree.

Imagine what that means for your internet or intranet…

*Base: Respondents with a profile on one or more online networks, n=variable per network, 121 - 510

What are we irritated about?

Pop-ups 64%Advertising 55%Outdated content 42%Poorly functioning search functionality 41%Poorly functioning navigation menu 37%

*Base: All, n=1.011


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MOBILE INTERNET


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50% ACCESS TO MOBILE INTERNET, LOW USAGE

49% have access to internet on the mobile phone*

40% of the ones with access use the internet ontheir mobile phone

60% of the ones with access never go online ontheir mobile phone

*Base: All, n= 1.011

**Base: Respondents with access, n= 498

Why not?It costs too much 54%No need for it 50%Screen too small 25%Too difficult 20%Speed too low 19%

*Base: Non-users of mobile internet, n= 389

What?Private mail 53%News 49%Search 48%Weather 44%Travel information 29%

*Base: Users of mobile internet, n= 198


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MORE FUN IN RESEARCH


16 WHY IS MORE FUN IN RESEARCH IMPORTANT?

DEVELOPMENTS

More online research (qual/qant)

More branche initiatives• ISO (20252 & 26362 access panels)• Research panel effect (NOPVO)• Attention ‘respondent experience’

Hypothesis: more fun = better results• Less incompletes• Less speeding• More satisficing• Better quality data• More motivated participants• Higher response?


17 RESEARCH 2008

Method • 2 chat sessions online• Online research (n=519)

Goal• Annoyances • Improvements• Length of questionnaire• Preference question types


18 RESEARCH 2008

Annoyances• Length of questionnaires• Too much sets of propositions • Ambiguities• Same questions• Not applicable• Personal questions (income)• Too many response options• No option for me• Leading questions• Not in target group• Technical problems


19 RESEARCH 2008

Fun in research• Short and concise• Usage of sound and visuals• Diversity type of questions• Interaction (drag & drop)• Attractive topic• Giving your opinion• Testing knowledge• Surprising topics• Reward (intrinsic & extrinsic)


20 RESEARCH 2008Perceptie invulduur online vragenlijsten

Cumulatieve percentages © 2008 - Ruigrok | NetPanel

0%10%20%30%40%50%60%70%80%90%

100%

1-2 m

inuten3-4

minuten

5-6 m

inuten7-8

minuten

9-10 m

inuten11

-12 m

inuten13

-14 m

inuten15

-16 m

inuten17

-18 m

inuten19

-20 m

inuten21

-22 m

inuten23

-24 m

inuten25

-26 m

inuten27

-28 m

inuten29

-30 m

inuten

Meer d

an 30

minuten

KortLangTe lang


21 RESEARCH 2008

Welke van de twee vragen vind je het leukst om in te vullen?Basis: Allen - in percentages (n=519)

© 2008 - Ruigrok | NetPanel

Geen voorkeur16%

Klikken4%

Plaatjes80%


22 RESEARCH 2008

http://www.youtube.com/watch?v=byqQwoD2TyI


23 TAG IT

http://www.youtube.com/watch?v=FHkrtKg2zOM


24 Alles in één is natuurlijk zeer efficiënt en de

onderlinge verrekening vind ik een uitstekend

verkoop argument, evenals het advies.

Deze opmerking is voor

ondernemers zeer ter zake

doende want de meesten zullen nog een lopend abonnnement

hebben.

Kans op laptop is nihil. Moet je

niet mee schermen.

BRIEF

Op=op vind ik heel storend. Meestal vis je dan achter het

net als je er echt voor naar de winkel komt.

Goede brief. Vat de folder goed samen!


25Dit is een heldere tekst. Ik snap het voordeel van de

propositie.

Belkosten zijn duidelijk,

maar hoe zit het met sms,

e-mail en internet?

Volgens mij zijn dit niet de

modernste toestellen.

Ik kan mij als ondernemer niet echt verwant voelen met deze malloot in een

stofjas. Wordt het niet tijd voor wat anders?

Te groot overzicht van pakketten en

prijzen.

Door de verschillende

mogelijkheden kun je zelf kiezen

wat bij je past.

Link naar vertrouwde, humoristiche

andere reclames.

Attractieve vraagstelling, daagt uit om

folder te lezen.

De illustraties (foto’s en

poppetjes) zijn grappig.

FOLDER


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http://www.youtube.com/watch?v=NRxInD0nzSY


27 MORE FUN = BETTER RESULTS

7 Commandments

1. Perspective of the participant2. Stick to ‘’the rules’’ of research3. Provide variety in question types 4. Use multimedia 5. Ensure that technique is ok 6. Limit completion time 7. Give feedback to participants

HAVE FUN!


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QUESTIONS?