Research on Research: The Evolving Respondent

Room 3 | 2:15-2:45 | Tuesday, March 5, 2019

The world is changing at a rapid pace, along with it how people interact with each other, entertain themselves, shop, bank and yes, even how they take research surveys.

Most of the time we are so focused on understanding how these changes impact the business issue at hand that we ​do not spend time understanding how they impact the information that we are collecting.

In order to stay at the forefront of these issues, Comcast partnered with Phoenix MI to conduct a research on research study to gain insights into:

• Best practices in sampling, including combating fraudulent sample;
• impact on scale setup and form factor in results;
• impact on device type used in surveys;
• visual graphics vs. textual graphics in presentation; and
• explicit vs. implicit questioning.

In addition, we will share the differences by key demographic segments on these issues. Please join us and learn the highlights and implications of our findings.

Presentation type:

• Best Practice Workshop

Subjects covered:

• Customer experience
• Industry trends – future of marketing research

Takeaways:

1. How to optimize sample to improve survey results.
2. Insights on how scales impact results.
3. Optimizing form factor for the sample frame.