Digital Research Conference
(formerly the CASRO Online Research Conference)
Online + Mobile + Big Data
San Antonio, Texas | March 11-12, 2014
The 2014 CASRO Digital Research Conference (formerly the CASRO Online Research Conference) will provide a rare and valuable forum for researchers to understand current and emerging market research methodologies through an evidence-based approach. In order to achieve this goal, the 2014 Digital Research Conference Committee issued a "Call for Papers" for original contributions on topics that spur constructive debate and advance our industry’s collective knowledge of research in the digital space. The response was overwhelming and we are pleased to announce a strong program – one that is diverse in subject matter and perspective and which no doubt will be influential in our future work. We hope you will join us as research finding are unveiled, engage in discussion about this work, and to enjoy some fun networking opportunities as well.
CASRO 2014 DIGITAL RESEARCH CONFERENCE COMMITTEE:
|John Bremer |
Chief Research Officer
....Conference Co-Chair .......
Chief Research Officer
Executive Vice President,
Chief Research Officer
The NPD Group
Chief Access, Supply, &
Click to View Exhibitors & Sponsors
Monday, March 10
|7:00 p.m. ||Pre-Conference Welcome. Evening – Location TBA |
Tuesday, March 11
|8:00 a.m.||Registration Opens|
|8:15 a.m.||ISO Session with breakfast|
|9:15 a.m.||Breakfast/ Exhibit Open|
|10:00 a.m.||Opening Remarks|
- Diane K. Bowers, President, CASRO
- John Bremer Chief Research Officer, Toluna; Conference Co-Chair
- Gina Pingitore, Chief Research Officer, J.D. Power; Conference Co-Chair
"Revolution, Boiling Frogs and Big Data"
What are now and what will be the most influential trends to impact our industry? We’ll find out as we hear the results of a new study based upon a series of focus groups, telephone and in-person video interviews with research company CEOs, VPs of Insights, CMOs, new entrants and young researchers. The presenters examine the relationship between Big Data and MR, the role of social media and mobile, DIY platforms, microsurveys and the need for new skill sets such as synthesis and advanced data analytics. Understand how the revolution is evolving. In addition to the presenter, this paper was authored by Russ Rubin (Cambiar) and Jerry Haselmayer (Seek Company).
- Simon Chadwick, Managing Partner, Cambiar
Section Introduction: Sampling
11: 00 a.m.
"A Model-Based Approach for Achieving a Representative Sample"
Although the enterprise of online research (with non-probability samples) has witnessed remarkable growth worldwide since its inception about 15 years ago, the US public opinion research community has not yet embraced it, partly because of concerns over data reliability and validity. The aim of this project is to rely on data from a recent, large-scale ARF study to develop an optimal model for achieving a representative sample. By that, we mean one that reduces or eliminates the bias associated with non-probability sampling. In addition to the presenter, this paper was authored by John Bremer, (Toluna) and Carol Haney (Toluna).
- George Terhanian, Group Strategy & Products Officer, Toluna
|11:35 a.m.||"Reaching for the Holy Grail: Validation Techniques for Online B2B Panels"|
When completing surveys online respondents have the ability to claim false credentials in order to qualify for higher paid surveys. This research seeks to apply to the online panel space the same methods used to keep telephone B2B sample clean. The presentation seeks to provide conference attendees with a better understanding of the importance of recruitment source to quality; which validation techniques are effective; and the legal and privacy pitfalls to watch out for when validating business sample.
- Edward Paul Johnson, Director of Analytics, SSI
"Are There Perils in Changing the Way We Sample our Respondents?"
Sample and panel providers are always looking to increase their active sample size. In recent years this has taken many companies out of email lists into real time sampling via ad banners or social networks. Research has revealed that panelists recruited by such methods are substantially different than the panelists that opt into online panels. This study addresses the various methods panels implement to generate additional sample, and the tradeoffs these methods require. While there is a clear short term gain of added panelists, there may be long term loss of data stability and panel tenure.
- Inna Burdein, Director of Analytics, The NPD Group, Inc.
Section Introduction: Mobile
"Capturing the Moment: A Feasibility Test of Geo-fencing and Mobile App Data Collection"
Capturing "in the moment” consumer feedback in a retail environment is an exciting prospect and one that is now possible via geo-fencing. In theory conducting such mobile surveys will render accurate insights, but will consumers be willing to interrupt their shopping to take them? And what question formats work best? In addition to the presenter, this paper was authored by Gina Pingitore (J.D. Power), Laurie Alexander (J.D. Power) and Chris St. Hilaire (Mfour Mobile Research, Inc.)
- Dan Seldin, Director in the Analytical Center of Excellence, J.D. Power
|2:30 p.m.||"Do Smartphones Really Produce Lower Scores? Understanding Device Effects on Survey Ratings"|
As the proliferation of mobile computing devices continues, some marketing researchers have taken steps to understand the impact of respondents opting to take surveys on smartphones. Research conducted to date suggests a pattern of lower evaluative ratings from smartphone respondents, yet the cause of this effect is not fully understood. Whether the observed differences truly are driven by the data collection device or by characteristics of smartphone survey respondents themselves requires further investigation. Leveraging the experimental control associated with a repeated measures research design, this research seeks to understand the implications of respondent-driven smartphone survey completion on the survey scores obtained.
- Jamie Baker-Prewitt, SVP/Director of Decision Sciences, Burke, Inc.
"Our Evolving Ecosystem: A Comprehensive Analysis of Survey Sourcing, Platforms and Lengths"
|As more variables enter the research eco-system, assessing the impact of any specific element becomes increasingly difficult. A greater understanding of the interrelationship among survey question types, survey lengths, medium of survey completion (device types), and respondent sourcing (traditional panel, virtual panel, river) – and how these relate to respondent engagement and data quality will be achieved through studying the results of this comprehensive primary research project.|
- Chuck Miller, President, DM2
- Mark Menig, General Manager, TrueSample
|3:40 p.m.||Break with Exhibitors|
|4:10 p.m.||Meet the Mobile Research Panelists|
- John Bremer, Chief Research Officer, Toluna; Conference Co-Chair
|5:35 p.m.||Closing Remarks|
|5:45 p.m.||Reception with Exhibitors|
Wednesday, March 12
|8:30 a.m.||Opening Remarks|
- Gina Pingitore, Chief Research Officer, J.D. Power; Conference Co-Chair
Section Introduction: Methodology
"Gamijoint: Improving Conjoint Data with Gamification"
|The research industry has begun to witness the benefits of gamification in different research environments, but not yet in conjoint analysis. In this research, the authors tested elements of game mechanics in a role-playing conjoint exercise and mapped its results to choice-based and adaptive choice-based conjoint. Do gaming elements improve respondent engagement and data quality? In addition to the presenters, this paper was authored by Mohit Shant (AbsolutData Research & Analytics Solutions).|
- Anil Kaul, CEO & Co-founder, AbsolutData Research & Analytics Solutions
- Rajat Narang, Senior Executive, AbsolutData Research & Analytics Solutions
"Respondent Identity Verification with Non-Panel, Real-time Samples: Is There Cause for Concern?"
|As the research industry evolves toward non-panel sample sourcing and real-time sampling, questions have arisen about the quality of these respondents, especially in the area of respondent identity verification. This research addresses two key questions: Are fraudulent identities a concern with non-panel samples, and what are the research implications of assessing identity validation with these samples? This work examines identity verification and survey outcomes among five different levels of Personally Identifiable Information (PII) collection. In addition to the presenters, this paper was authored by Jason Fuller (Ipsos Interactive Services, Ipsos).|
- Nancy Brigham, VP, Global Operations, NA Research-on-Research, Ipsos Interactive Services, Ipsos
- James Karr, Director & Head of Analytics, NA Research-on-Research, Ipsos Interactive Services, Ipsos
"Big Things from Little Data"
|While great effort has been expended on improving how we collect online data, there has been insufficient attention on making full use of the data collected. Partial completes of long surveys are discarded. But if there was an effective method to salvage this data, we could increase the average sample size for any given question in a survey by 20% for no additional cost. As an extension of previous research around survey modularization, this research evaluates the potential of partial completes in a modularized and randomized survey design.|
- Sherri Stevens, Vice President Global Innovation, Millward Brown
- Frank Kelly, SVP, Global Marketing, Lightspeed Research
|10:30 a.m.||Break with Exhibitors|
Section Introduction: Social Media
Panel Discussion – Issues in Social Media Research
- Gina Pingitore, Chief Research Officer, J.D. Power (moderator)
- Annie Pettit, Chief Research Officer, Conversition Strategies Inc.
- Carol Haney, Senior Vice President, Product Marketing, Toluna
- Others TBD
Section Introduction: Big Data
|1:40 p.m.||"Visualizing Big Data: Social Network Analysis"|
New open source programs, such as NodeXL, a free Excel back-end module, are making the visualization and analysis of social network data more accessible and robust. This presentation will provide the fundamentals of Social Network Analysis (SNA), provide sample Twitter and Facebook maps, and show how they may be used for enhancing marketing research on the socialmediaosphere.
- Michael Lieberman, Founder, Multivariate Solutions
|2:15 p.m.||"Adding Big Data Booster Packs to Survey Data"|
|Researchers may be intimidated by big data and its purported ability to replace survey data. However there are ample opportunities for the two to be combined in a powerful way. Citing case studies, this presentation illustrates how several types of business issues can benefit from such a combination. The areas featured include comparing direct-response creative concepts, better understanding of sales trends, and the drivers of observed consumer behavior. Although such analyses were possible before, they are all enhanced by the clients’ investment in capturing clean, granular data. In addition to the presenter, this paper was authored by Carlos G. Lazaro (Added Value).|
- Scott Porter, Vice President of Methods, Added Value
"Behavioral Data as a Complement to Online Survey Data in Measuring Effectiveness of Online Ad Campaign"
Behavioral targeting and online survey collection are different approaches towards measuring online ad effectiveness. Traditionally, each source of data is used individually. Behavioral data has been effective in gaining tactical understanding of site traffic while survey data provides insight into the website’s impact on a brand and its ad campaign. In this paper, the author propose a methodology to combine these sources of data in order to improve market research process and increase accuracy in measurement. In addition to the presenter, this paper was authored by Thao Duong (comScore).
- Steven Millman, Vice President for Survey, Research and Modeling, comScore
|2:55 p.m.||Closing Remarks|