CHAIR – Chris Mawn
Consumers are increasingly technologically able, time‐poor, and selective about the brands and activities they engage with. This can be seen as a threat to our industry, however if we shift our thinking it can also be an incredible opportunity. This involves us moving to technology‐led conversational approaches to extract feedback – not our traditional, directive, staid, question‐response feedback.
To gain true insight from the consumers we’re surveying and to keep them active and engaged, we need to care as much about the actual experience of completing our surveys as the data and insights we’re collecting. To achieve this, quantitative and qualitative methods must merge through AI, or as we prefer to call it, conversational engagement. Today we will demonstrate how we are using conversational engagement to surface issues and opportunities that would otherwise lie dormant and achieve significant improvements in our clients’ business outcomes.
Our client was seeking to optimise the pack size / price architecture of their range to maximise volume and margin.
This business problem is one typically addressed using discrete or volumetric choice modelling, in which respondents trade-off the various elements of pack, price and promotional price within the client’s control, often with a monte carlo overlay to project pricing results across the full promotional calendar.
In this instance however, our client was keen to innovate, and better cater in the research methodology for both the fast, in-the-moment, and slow, more considered rational decisions that consumers are known to make.
For this reason, Nature mashed together our strength in choice modelling with emergent VR technology to design a research approach that simulated the product in situ, wherein consumers were able to walk the aisles and interact as they would in the real world. Yet at the same time underpinned by a classic experimental design allowing multiple permutations of pack size, regular pricing, and promotional mechanics.
This approach allowed us to measure System 1 with System 2 decision making and ascertain how consumers navigated shelves (physically and gaze), whether they noticed changes to packaging and pricing, and how their behaviour shifted between scenarios. The use of VR alongside choice modelling gave us unique insight into consumer decision making – both what we know they did (observed) and what they believed they did (stated), helping close the gap between attitudes and behaviour. This unique approach has helped us get closer to the consumer truth.
12:50 ROBOT WARS
A comparison between voice bots and chat bots.
Voice bots and chat bots are emerging new research methods which have the potential to become major players in the MR scene over the coming decade. They both leverage similar AI powered technology and offer a number of advantages and disadvantages compared to other online and human-moderated approaches. However, there is a key difference between these two bots in how respondents interact with them– using voice only or using a keyboard.
In this presentation we will take an identical survey built on a bot platform and conduct a parallel study with one sample asked to complete the survey by voice using voice invocation instructions. A matching sample would be asked to complete the survey using a chat format via a hyperlink.
13:10 Every cloud: How technology and collaboration can empower us all
Times are tough right now, but every cloud can have a silver lining. For many of us, global conditions mean that no matter your company size, “the competition’s in the same position”. Could this period of remote working provide an opportunity for agile consultants, micro-businesses and SMEs to prove their effectiveness, re-evaluate their approach and, dare we to dream, emerge successful like never before?
Matt Gibbs will highlight how technology on general sale right now can empower many indies, micros and SMEs to offer clients an equivalent, if not superior service to the global goliaths of our sector. He’ll discuss options for collection, advanced statistics, video, mixed reality, AI driven conversations, text analytics and networking, eye tracking, measuring emotions, bio-metrics and visualisation.
He’ll also argue that professional collaboration is fundamental to success, and having the power to collaborate is an asset. Smaller enterprises can adapt quickly, overcome fresh challenges and potentially even prosper in the longer term…especially if we work together. Matt will highlight the benefit of developing local and international networks who can, collectively, service any project to the highest of standards. He will share ideas, and information on organisations facilitating just that around the world.
Finally, between technology and professional collaboration, Matt will argue there is a missing piece to the puzzle, and it’s missing throughout our entire industry. Matt and others will present a global first, launching the international non-profit initiative TSAPI – A New API Standard for Transferring Survey Data. TSAPI will benefit everyone. The initiative is being launched on the 5th of August at The Research Society National Conference, in the UK by the Market Research Society (MRS) and the Association for Survey Computing (ASC), and in the US via Quirks Media Events…but you’ll hear it here first!
13:30 Q&A Discussion
14:00 PRESENTATION: A NEW API STANDARD FOR TRANSFERRING SURVEY DATA
Introduced by Rebecca Cole (MRS Board Member), Matt Gibbs presents WHY we should collectively define an accepted API standard for Transferring Survey data.
The TSAPI initiative is “by everyone, for everyone”, with strategic objectives to:
Help preserve & develop MR’s position at the heart of business intelligence.
Help improve connectivity within the MR industry.
Help facilitate innovation within the MR industry.
Help ease the connection of MR insights & value, to other industries & sectors.
In a world defined by interconnectivity across all platforms, our practice of file-based data-transfer is increasingly irrelevant. Yet direct connections (APIs) in MR is an environment riddled with round pegs & square holes. Matt highlights this as unacceptable, but also that we’re in a time of wonderful opportunity. He shares the benefits TSAPI could provide everyone, from collection to client-side.
Tim Brandwood (CEO Digital Taxonomy) discusses WHAT has been done, TSAPI’s development principles and publicly available code. Jérôme Sopoçko (Founder of Askia) recalls industry history, muses on the concept of a “single source of truth” and shares HOW everyone can get involved.
Matt rounds off by posing the question WHERE to next? Calling for international collaboration. This is for everyone. www.tsapi.net
The TSAPI initiative will formally launch on the 5th of August via the Australian National Conference (12pm AEST), The ASC’s Online Series (12pm GMT), and Quirk’s US Media Events (12pm CDT).