2009 AMSRS conference - review - Part 2

Asia Pacific Stream

Keiyou (Japan) - best research paper in Japan

• Japanese have the technology to use their mobile phones to participate in research
• Once more people have camera phones and mobile internet connection, it will be possible in Australia as well
  
• People responding to their own pictures in real time is an interesting way to get closer to peoples lives

Ryan Hong (Korea) - best Korean Paper

• Korea has extremely high internet penetration, but low online research participation rates
• Reasons: A price war lead to low quality research, less professionals and some agencies mixing in database marketing services with research
  

Paul Chong (NWC Opinion Research)

• There is a theory that some Asia Pacific countries are too polite and will only give middle scores when responding to cutomer experience and satisfaction questions
  
• To combat this, you can divide customer experience into two metrics 1) The physical (e.g. call waiting times) and 2) Th emotional (e.g. how you were treated) - this stops people from being too polite and vague
• With advocacy scales, just use YES and NO - there should be no middle score option
• With satisfaction scales, spell it out - i.e. Very Satisfied = Exceeded exceptions, to reduce translation error

Steve Cierpicki (Colmar Brunton)

• We are moving from a consumption model to a participation model

Sample Slam stream

Roxan Toll (GMI)

• Giving people time limits on some open ended questions, compels people to type more to fit in their answer
• Animated intros makes online questionnaires more engaging
• Role playing is also a good tool to make questionnaires more fun
  
• Industry is moving from HTML to Flash questionnaires to engage respondents and make it more fun and interesting

Steve Gittman (Mktg Inc)

• Not all research panels are the same, panel tenure influences how panels responds to research
  
• Older panels will be less excited about research and will give lower purchase intent scores than younger fresher panels excited about research
• The solution appears to use a mix of panels to get a consistent spread of old dogs and young blood respondents

David Bednall (Deakin University)

• Research is needed to guide Customer Analytics (CA) outputs
  

Andrew Cooper (Verve)

• Online research panels should = business partners
• Closing the loop and feeding back research results to online communities = respect and a more engaged community to tap into

Web 2.0 Stream

Daniel Alexander (Colmar Brunton)

• Profit and social media presence are positively correlated
• Communities tap into the motivation to be part of something
• Transparency about the research purpose = greater community engagement

Chris Thomas (Direction First)

• Web 2.0 can make responding to stimulus more fun
• Gambling is a great way to get people to respond/think really seriously when responding to stimulus, simply ask people to put money on what they think will succeed in the market

Kris Hartvigson (Vision Critical group)

• More and more people want to participate with companies they care about
• Ideation with online communities is an interesting way to drive innovations
• Example, the nike community told the forum they don't like running with jackets because they make a noise when you run which ruins the running experience. So nike developed a jacket with noise reducing fabric and sent prototypes to the community to try
  

Dream Panel

There was this one interesting nugget

• Doing too much research to find something to stand for can result in a contrived positioning
• There is a arguement to organically stand for something and then use research to understand how to get it across to people in the most effective way