Panel Conference
“Back to Basics in Online Panel Quality”

Wednesday, February 24, 2010

1:00 p.m. - Registration and Networking with Exhibitors

1:30 p.m. - Opening Remarks

• Diane K. Bowers, President, CASRO
• Frank Kelly, Senior Vice President, Global Panel Director, Lightspeed Research, Conference Co-Chair
• Jeff Miller, President, Burke, Inc., Conference Co-Chair

1:45 p.m. - “Why Consumer Research Quality Matters - Past and Present”
Kim provides her perspective on the state of the market research industry and why high quality matters more in the future than in the past. Always highly regarded for her breadth of expertise and keen insight, Kim draws on her unique experience: 29 years at Procter & Gamble and the past six months on the supplier side.

• Kim Dedeker, Chair, Kantar Americas

-- Sample Blending --

2:20 p.m. - “Looking Beyond Quality Differences: How Do Consumer Buying Patterns Differ by Sample Source?”
Dramatic increases in online panel usage have continued to spur scrutiny of resultant data quality, and industries that rely on this type of data must continue to test whether the findings are valid. This research intends to shed light on whether measures of consumer behavior and other marketing-related variables differ based upon sample source, and if they do, the extent to which the differences materially affect the quality of information produced.

• Jamie Baker-Prewitt, Senior Vice President, Director of Decision Sciences, Burke, Inc.

2:55 p.m. - “Sample Blending”
This presentation will demonstrate a different way to blend sample, using psychographics and other factors to create stabilization variables which can be used to create consistent samples, regardless of the number of sources used. Data from offline sources will be compared with that obtained from blended online sample to demonstrate whether or not a rich online source can improve on the performance of a panel against external benchmarks. Finally the presentation will consider the industry’s conflict between the need for better data and the need to avoid changes in the data; two often competing goals. Some practical steps will be presented for integrating improved methodology while minimizing disruption for the research buyer.

• Jackie Lorch, Vice President Global Knowledge, Survey Sampling International, L.L.C.

3:30 p.m. - Break with exhibitors

-- Respondent Identification Technologies --

4:00 p.m. - “Digital Fingerprinting for Research and a Proposed CASRO Guideline for its Proper Use”
Digital Fingerprinting (DF) and related technologies are widely employed across market/survey research to help identify fraudulent respondents and eliminate duplicates. Despite the popularity of these technologies, significant issues related to respondent privacy and appropriate notice and disclosure have not been resolved or standardized. This presentation will review “digital fingerprinting”, its use in market/survey research and present a draft of proposed CASRO guidelines for its proper use.

• Peter Milla, Consultant
• Duane Berlin, Lev & Berlin, P.C., CASRO General Counsel

-- Managed Research Communities --

4:40 p.m. - “Conditioning Effects in Online Communities”
Tapping the opinions of consumers involved in online communities is an exciting opportunity for researchers. This research seeks to reveal more information about the dynamics of these participants. Do community participants stay in panels longer and respond more frequently? Does the enjoyment of the experience lead to an enhanced perception of the community host or change behaviors? Can quantitative surveys of community members be considered reliable?

• Pete Cape, Global Knowledge Director, Survey Sampling International UK

5:15 p.m. - Panel Discussion: The Research Value of Online Communities
What are the challenges and opportunities for market research in the world of social media? Online communities are great for finding respondents, and closed sites can be an effective forum for conducting marketing research. Meanwhile, a battle is being waged between Google and Facebook (based on divergent strategies) whose outcome will have a direct impact on marketing, advertising and the MR industry. Be a part of this intriguing discussion.

• Robert Graff, Director Online, MarketVision Research
• Alex Gofman, Vice President, Moskowitz Jacobs Inc.
• Jane Mount, Executive Vice President, Digital Research, Inc.
• Jeff Miller, President, Burke, Inc. (Moderator)

6:00 p.m. - Cocktail reception with exhibitors sponsored by Toluna/Greenfield Online

7:00 p.m. - Dinner sponsored by GMI

9:30 p.m. - 10:30 p.m. - "Cocktails & Hurricanes in the Quarter"  open bar at Pat O'Briens sponsored by Toluna/Greenfield Online

 

Thursday, February 25, 2010

7:45 a.m. - Breakfast

8:15 a.m. - Opening Remarks

8:35 a.m. - “Industry Association Quality Initiatives”
An important update on research industry quality efforts.

• Ray Pettit, Vice President, Research & Standards, Advertising Research Foundation

-- Survey Design Issues --

9:25 a.m. - “Quantifying the Impact of Survey Design Parameters on Respondent Engagement and Data Quality”
This research seeks to provide insight on the impact that survey design has on the engagement of respondents and delivers a multivariate model that can be used to predict such impact. The presenters will provide guidelines and best practices to optimize survey design parameters for respondent engagement and quality data.

• Nallan Suresh, Senior Director, Panel Analytics, MarketTools, Inc.
• Michael Conklin, Chief Methodologist, MarketTools, Inc.
• Frank Findley, Group Vice President, Product Design and Research, ARSgroup

10:00 a.m. - “Participant Satisfaction and Panel Member Retention”
This presentation seeks to identify and quantify the impact survey design has on participant satisfaction and future activity. Through comprehensive analysis of online survey participation, and a subsequent test of findings in a live survey environment, the presenter will present the following study objectives: Verify the key survey design drivers that engage and retain survey participants and online panel members; identify the quick and easy factors to implement; recommendations and guidelines for best practice in design and presentation; and quantify the effect good survey design has on panel member ROI.

• Adam Portner, Vice President, Client Development, e-Rewards/Research Now

10:35 a.m. - Break with Exhibitors

-- Emerging Techniques and Technologies --

11:05 a.m. - “Text Analytics”
The tasks to find, collect, and analyze the immense amount of textual information spread across the internet and then extract actionable synthesis from it can require significant expenditure of resources. The authors will present a software-based approach that realizes these tasks in a short period of time, and provides interesting results for social and market researchers seeking to transform this data into action.

• Raymond Cyr, Co-Founder & CEO, Voxco Inc.
• Alkis Papadopoullos, Co-Founder & COO, HotGrinds

11:40 p.m. - “Use of Faces in Surveys”
An obvious void in the online survey process is the absence of an interviewer and with them a sense of accountability that was present in the days of telephone and in-person interviews. In this study, an interviewer, or rather the sense of one, is reintroduced by tweaking various aspects of the online survey - including different faces on screen, personalizing introductory text (“I” instead of “We”) and altering the tone (formal vs. friendly/casual) and message (incentive-focused vs. research focused). How does the presence or absence of such visual and textual cues impact reporting accuracy?

• Inna Burdein, Research Manager, The NPD Group, Inc.

12:15 p.m. - Lunch sponsored by

-- Survey Routers --

1:30 p.m. - “Factorial Design on Survey Router Configuration Effect by Sample Source”
In investigating potential sampling affects of different routing configurations, the presenters seek to answer these key questions: How does allowing respondents to complete multiple surveys in one sitting affect data? Does a survey router affect river and access panel sample sources equally? If not, how do they differ? What factors are important to consider when using blended sample? How important is digital fingerprinting when using the survey routers and blended sample?

• Edward Paul Johnson, Senior Analyst, Western Wats
• Bob Fawson, Director, Online Services, Western Wats

2:05 p.m. - “Measuring Potential Bias Introduced by Routing”
Respondent routers which allocate a single stream of respondents among multiple surveys are becoming more prevalent. Various methodologies exist for selecting a survey for a respondent in a router. Combining multiple studies in a router has the potential to introduce a selection bias as opposed to study-specific, invitation-based samples. However, the potential bias introduced at any given time will depend on the mix of qualification requirements for the studies in the router, as well as the rules used for routing between the various surveys. The research presented here will introduce a method of calculating the potential bias introduced by any particular methodology of respondent selection within a router. In addition, several common routing schemes will be compared in a simulation experiment to compare the bias introduced by each routing approach in several typical situations. This research will attempt to answer for each of the typical situations examined if using a router as opposed to a study-specific invitation affects the results of the study, and if different routing approaches differ in the magnitude of their effect.

• Scott Porter, Executive Director, Marketing Science & Innovation, OTX Research
• Mark Kimura, Director, Marketing Science & Innovation, OTX Research
• Olivier de Gaudemar, Senior Vice President, Online Community, OTX Research

2:40 p.m. - Panel Discussion: Use of Survey Routers

• Chuck Miller, President, DMS Insights
• Kristin Luck, President, Decipher, Inc.
• Steve Gittelman, President, Mktg., Inc.
• Frank Kelly, Senior Vice President, Global Panel Director, Lightspeed Research (Moderator)

3:30 p.m. - Conference Adjourns

 

 

Hotel Information

* Hotel is SOLD OUT - Please choose off-site lodging

This redesigned New Orleans French Quarter hotel is steps away from many of the city’s renowned sites, and is home to the famed Don Shula's Steakhouse.

Address: 614 Canal Street, New Orleans, Louisiana 70130
Hotel Telephone: 504-525-6500
Room Reservations: 1-888-364-1200

Room Reservations/Deadlines
CASRO has reserved a limited number of sleeping rooms at JW Marriott New Orleans at a rate of $139 plus tax, per night for the nights of Tuesday, February 23, Wednesday, February 24, and Thursday, February 25, 2010. Contact Marriott Reservations at 1-888-364-1200 and reference CASRO to receive this rate. The hotel room/rate reservation deadline is Friday, February 5, 2010, however, this rate is only guaranteed as long as rooms are available in the CASRO room reservation block, so we suggest making your room reservation early. If the room block is full, or it is after February 5, the hotel will take reservations on a rate and space availability basis only.

Cancellation Policy:
CASRO reserves the right to release your sleeping room back into the hotel's inventory if you do not register to attend this conference within 5 days of reserving your room. Should you fail to register for the conference, or if you cancel your conference registration, CASRO will not be responsible for cancelling your hotel room and therefore will not be responsible for any cancellation or no-show fees incurred. CASRO also will not be held responsible for any costs incurred due to attendees' inability to travel as a result of inclement weather.

Travel to New Orleans

New Orleans International Airport is 16 miles (26 kilometers) from the Hotel. All major carriers fly into this airport. Car rental and taxi and limousine services are available from this airport.

About New Orleans

Known as the Big Easy, where European traditions blend with Caribbean influences, the city of New Orleans is as colorful as the local architecture. The city features many celebrated and historic sites, including the Faubourg Marigny, French Quarter, Central Business District Warehouse Arts District, Magazine Street, Garden District, Audobon Park and Zoo and St. Charles Avenue. The cultural riches, sensual indulgences and unparalleled service that define the New Orleans experience continue to flourish, as they have for centuries.

 

 

Exhibitor and Sponsor Information

The exhibit space is a six-foot table exhibit. Full booths, including pop-ups, are NOT permitted.  A maximum of two retractable banner stands will be permitted but can only be placed behind your table.  The total width of both banner stands cannot exceed six feet. The exhibit fee includes the exhibit space and conference registration for one person as well as wireless internet in the exhibit area and meeting space. Exhibit space and sponsorships are available to all CASRO member companies as well as non-member companies.

Exhibit Fees:

 CASRO Member: $2350

 CASRO Non Member: $2850

Sponsorship Opportunities:

 Premier Sponsor: $7,500

 Lunch Sponsor : $2,500

 General Event Sponsorship

 Exhibits and Sponsorship Benefits Include:

	P R E M I E R  S P O N S O R