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Ready To Learn Professional Development Seminar 2005

Ready To Learn Professional Development Seminar 2005. Online Research & Kids. Presented By: Bruce B. Friend Online Testing Exchange Media & Entertainment Insights February 3, 2005. Online Research and Kids. About OTX.

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Ready To Learn Professional Development Seminar 2005

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  1. Ready To Learn Professional Development Seminar 2005 Online Research & Kids Presented By: Bruce B. Friend Online Testing Exchange Media & Entertainment Insights February 3, 2005

  2. Online Research and Kids

  3. About OTX • Founded in 1999, today is the largest online-only research company in the U.S. • Conducts all quantitative research online. • Combines state-of-the-art internet technologies with traditional consumer research methodologies. • Mission: To be the consumer research company of the 21st century, providing insight through innovation.

  4. Online-Based Research • There’s a paradigm shift occurring in the methodological data collection approach to quantitative research today. • The world is coming to online-based research, and especially for kids research. • And as an industry, we must embrace this change and accelerate the evolution of this new survey technology, just as we did with the telephone 50 years ago!

  5. Online-Based Research • Even today, the advantages of the online research survey process and experience far outweigh the limitations. • The ability to create “virtual” online survey environments through 3D images, motion and sound is just one advantage. • The ability to replace archaic “central location” testing for anything that doesn’t involve taste, touch or smell is another.

  6. Online Interviewing Trends In 2005 40% of all U.S. non-syndicated quantitative-based consumer research will be conducted online, and this will increases to 50% by the year 2007!

  7. The Sample “Issues” • You can’t reach a nationally representative, and therefore, project-able sample online (thus, for example, you can’t conduct national political polls online). • You can’t accurately forecast actual behavior (i.e., U.S. movie attendance) using online tracking data. • Online research “convenience sample” panels are overused and prone to heavy “recruit bias.” • There’s no way to effectively validate an online sample and the subsequent results.

  8. The Sample “Issues” • For “issue #3” OTX has developed a unique sampling approach to overcome this. • For “issues #1, #2 and #4,” two case studies that empirically disprove these: • Results from the OTX/12 Americans 2004 Online National Presidential Poll. • Results from the OTX U.S. Daily Feature Film Tracking Study and Weekend Box Office Forecasting Model

  9. The OTX Online Sample • OTX has access to over 25 million national online survey/sample respondents • Through our own, carefully managed online panel community (otxsx.com) • Partnerships with other online research communities (Greenfield, SSI, GoZing, GMI, etc.) • And partnerships with major non-research online communities (e.g., NeoPets, Ecrush, BizRate, MiGente, BlackPlanet, AsianAvenue, Bolt, Telemundo, and many others)

  10. Case Study #1The OTX/12Americans Poll • 12 Americans is a research polling and segmentation methodology that classifies Americans’ opinions into twelve groups, based on their political and social values and behavior. • OTX and 12Americans conducted 2 waves of national presidential polling in an attempt to validate the OTX online sample and 12A’s GSS based socio-behavioral segmentation scheme • Developed GSS-based scoring model to classify OTX internet interviews into the “12 Americans” segments • Determined validity and utility of using attitudinal/ behavioral segment weighting • To adjust the internet sample to sample widely perceived as valid (e.g., the GSS), and compare these online results to major telephone-based polls

  11. The OTX/12Americans Poll • Wave 1 Validation Study: • Fielded August 23rd – August 25th(just prior to the Republican Convention) • Sample pre-stratified to reflect adult 18+ Census population composition by: • Age/sex • Race/ethnicity • Education (2 strata: some HS or less/ HS grad or more) • Results classified into 12 Americans Segments and then weighted to reflect 12As pop comp.

  12. The OTX/12Americans Poll • What we learned about internet sample: • Under-represented with respect to: • Both inner-city & rural minorities • Lower income • Less educated • Rural white • Religious conservatives • As such, un-weighted results showed Kerry with a marginal lead, but when weighted…

  13. The OTX/12Americans Poll • Wave 2 Validation Study: • Fielded October 27th – November 1st * (just prior to the Presidential Election) • Sample design same as wave #1 * Note: 2 days longer in field compared to Wave #1

  14. Case Study #2:OTX Daily Film Tracking For the film studios OTX tracks/measures: • All opening theatrical wide-release (1,000+ screens) movies 6 weeks up to, and then through, release. • Sampling 300 13 to 64 national movie-goers per day (1,500 per week), to assess the following: • Awareness (unaided and aided) • Level of familiarity • Level and type of media and personal “buzz” (positive, neutral or negative) • Interest in see each of the movies in the theater • Intentions on seeing a movie in general this weekend • Choice of movie intend to see (overall & this weekend)

  15. OTX Film Tracking: 2/2/05

  16. OTX Film Tracking: 2/2/05

  17. OTX Daily Film Tracking • Other variables affecting movie-going behavior: • Total # of screens the film is released on • MPAA Rating • Film genre • Release date/seasonality • Historical box office trends • Reviews, weather, other unexpected “events”** which can not be controlled for!

  18. OTX Daily Film Tracking • From this ongoing tracking data, OTX has developed a forecasting model that: • Consistently and accurately forecasts opening weekend national box office results within a +/- 15% margin of error 95% of the time! • Thus validating that you can consistently reach a nationally representative, projectable qualified sample (such as movie-goers) online.

  19. Last Weekend’s B.O. Results

  20. This Weekend’s B.O. Results Movie Title: OTXActual The Boogeyman $20M ? The Wedding Date $8.5M ?

  21. Online Research and Kids • Online media literacy is very high among kids, given its use as both an educational and entertainment medium. • As such, kids generally enjoy taking surveys online, if they are dynamic, well-designed and not too long (under 15 minutes) • Most kids prefer to take surveys online versus the phone or in-person, and are far more comfortable doing so.

  22. Online Research w/Kids 6+ • OTX regularly conducts the following types of online research with kids • Formative: Media & entertainment product concept & development research for: • Movies, video games, TV shows, magazines, websites, direct-to-video programs, etc. • Summative: Media/ad effectiveness (awareness/ recall, appeal, persuasion) and A&U studies: • Creative copy (print, video) testing, purchase intent studies, attitudinal and behavioral tracking studies • …and much, much more

  23. Online Research w/Kids 2-5 • OTX is in the process of developing and testing completely audio/visual based, text free surveys for preschool kids. • All instructions are given by “Jake” and decisions/responses are captured using basic “point and click” (on objects) navigation. • Still, online is limited (today) by the lack of observational capabilities, though even this might not be too far off (webcams?)

  24. Kids Research Challenges • Must begin to measure and understand kids by behavioral segments, not just demographics. • Strive to develop and validate (usability testing) more web-friendly surveys for kids. • Keep pushing the envelope in terms of how we can evaluate kids attitudes and behavior, using new technology (as they continue to adopt it)

  25. Ready To Learn Professional Development Seminar 2005 Online Research & Kids Presented By: Bruce B. Friend Online Testing Exchange Media & Entertainment Insights February 3, 2005

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