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© GfK 2016
Beyond the Survey: Improving Data Insights and User Experience with
Mobile Devices
Patricia Graham and Gavin Lew GfK Custom Research
1
© GfK 2016
Introduction
• Reliance on surveys to find ‘why’ • Finding ‘what’ without asking • Linkages to behavior and attitudes passive and active • Enter the role of the mobile device to obtain holistic info • Two case studies that advance understanding
– Survey + Passive digital metering in the FL Presidential primary – Multi-media data capture
2
© GfK 2016 3
Method Case Study #1
© GfK 2016
Method Case Study # 1: Overview • Associated Press and GfK are testing
online administration of surveys to predict election outcomes, using probability-based sample from GfK’s online KnowledgePanel®
• Most recent test was in Florida during the Presidential Primary among N=1,860 KnowledgePanel members.
• Of the respondents surveyed, we also had 64 people’s passively captured digital behavior beginning January 2016 and an array of profile data including party ID.
• Merge the two data sets; illustrate digital consumption by party ID by attitudes.
• KnowledgePanel English speaking adult members, with mobile devices, used to go to the Internet, give permission for digital tracking.
• Sample frame with Active Member definition applied.
4
A: Smartphone B: Tablet C: Windows PC
or Laptop
© GfK 2016
Method: Mobile Passive Metering An App must be downloaded for Android and iOS. Exact installation and uninstallation process depends on the operating system.
© GfK 2016
Method: Android – Installation 2
Download of the App via Google Play Store
Download link and PIN code via text message.
Download our app via Google Play Store
Accept permissions and download.
Open the App.
Typically incent for consent, app install and some period of
initial participation and monthly
© GfK 2016
How? Where & when? What? Who?
Method: Data from Passive Measurement
Time • Local Time • UTC time • Durations for App
and URL usage
Structural Information • Socio demographics
from the respective panel
• Profiling Info
Attitudinal Insights • Possibility to survey
people on the mobile device triggered by time
Apps & Browser • Application Usage • Browser URL Request • Browser Search
Request • Website category/ Search
topics • Time spent • Website visit frequency • Website / search visit
sequence/navigation • Web page topics (within
same site)
Device • Distinguishing
Smartphones and Tablets
• Model • Manufacturer • Operating System • Divide Identifier to
match with external data sources
© GfK 2016 8
Results Case Study #1
© GfK 2016
Viewing of political URLs did not increase as Election Day neared and a sliver of all activity
Comparing URL Views Not Political vs. Political
1,659 Likely Political URLs Viewed
136,466
Not Likely Political URLs Viewed 5,683
16,718 15,069
17,942 19,617
8,315
13,119
10,346
20,625
9,032
17 204 165 125 157 102 280 121 340 148 0
5000
10000
15000
20000
25000
1/1 - 1/3 1/4 -1/10
1/11 -1/17
1/18 -1/24
1/25 -1/31
2/1 - 2/7 2/8 -2/14
2/15 -2/21
2/22 -2/28
2/29 -3/6
Not Likely PoliticalLikely Political
URL Views Week by Week
© GfK 2016
Spikes in political URL views propelled more by registered Republican likely voters than their Democratic counterparts
17
204
165
125
157
102
280
121
340
148
4
91
19 29
31
58
209
78
216
84
2
34
67
20
42
17
49
22
48
20
0
50
100
150
200
250
300
350
1/1 - 1/3 1/4 - 1/10 1/11 - 1/17 1/18 - 1/24 1/25 - 1/31 2/1 - 2/7 2/8 - 2/14 2/15 - 2/21 2/22 - 2/28 2/29 - 3/6
Likely Political
Likely Political Among Registered GOP LVs
Likely Political Among Registered Democratic LVs
URL Views Over Time by Party Registration and Vote Likelihood
Ability to survey by behavior
© GfK 2016
Political URL views by party registration
Likely Voters who are Registered Republicans Likely Voters who are Registered Democrats
819 or 4% of 22,162 URLs
Viewed Contain Political Content
81 or 10% out of 819 Political URLs Contain Republican
Keywords (48 of 819 contain Democratic keywords)
51% 2%
Of the 81 URLs with Republican Keywords
contain Trump contain Cruz contain Rubio
12%
321 or 1% of 50,658 URLs
Viewed Contain Political Content
Democrats Viewed More
URLs Containing GOP Keywords than Democratic (110 versus 69 out of 321)
Of the 69 URLs with Democratic Keywords
29%
contain Clinton contain Sanders
25%
21%
34%
45%
© GfK 2016
Results: Generally speaking, would you say things in this country are heading in the right or wrong direction
12
N of URLs % Avg.Seconds N of URLs % Avg. Seconds
Republican 2,851 5.9 29.87 23 7.1 18.39Democrat 38,211 79.7 60.75 260 80.0 71.71Not affiliated/Not sure/Other 6,883 14.4 43.99 42 12.9 76.34Total 47,945 100.0 57.13 325 100.0 70.84Republican 24,978 34.4 37.84 828 75.3 30.06Democrat 33,932 46.7 56.01 227 20.7 102.64Not affiliated/Not sure/Other 13,690 18.9 62.38 44 4.0 60.79Total 72,600 100.0 51.03 1,099 100.0 46.45
Wrong Track
Country is on Party ID
Total Internet Usage Political Content
Right Track
Illustrative small N
© GfK 2016 13
Conclusions / Discussions Case Study #1
© GfK 2016
Data Integration is now adding holistic views while lessening research participant burden
REFERENCE LAYER A core panel or sample source and integration platform that serves as a standalone and /or a calibration tool, as link between various data sources and for data enrichment of external and internal data sources
DATA SOURCES Proprietary, government and other third party data
HOLISTIC DATA AND INSIGHTS Defined by the research needs
© GfK 2016 15
Method Case Study #2
© GfK 2016
Method Case #2: Multi-platform Video Capture Record experiences. Imagine the value to HealthCare.gov!
iPhone, iPad, Android, Kindle, OSX, Windows
Ask a selection
of interview questions, conduct video surveys or
present tasks
Record screen, front-
facing camera, mic & all touches/
clicks
Gather
reactions to web pages, videos, prototypes, concept
sketches, ads
© GfK 2016
Opportunity: Measure real excitement and interpret response using neuroscience coding.
Showcasing spontaneity
Reflecting authentic, real-time reactions
Capturing verbal and
facial reactions
Method: Because Conversations Matter
Moving from the traditional world of multi-point scales to two-way, unstructured conversation with emotion & authenticity
© GfK 2016
Method: Highlight reels are quick & easy
© GfK 2016 19
Results
© GfK 2016
Results: Applying In-store mobile shop-a- long techniques to Academic Research
In the moment, unmoderated insights into digital and in-store path to purchase
Using a unique mobile platform which captures the genuine in-store shopper experience through: Video of what they see Voice over of what they are thinking In-the-moment decision drivers Digital behavior and influences
Core Benefits Lower costs Captures multi-platform usage Faster start-up & reporting Less intrusive, more authentic Analysis of video responses Executive highlight reel
© GfK 2016
Results: In-Store Mobile Shop Along example
© GfK 2016
Results: See respondents’ view and their face
© GfK 2016 23
Conclusions and Discussions
© GfK 2016
Conclusion: Human coding & sentiment analysis add value and increase positive user experience
Sentiment analysis by the moment
Human coding ‘sound bites’
allows for quant analysis &
focused highlight reels
Skip to specific video
segments
© GfK 2016
Conclusion: Insights supported by video for maximum impact