New Postings - Research & Product Development

Commenting on "5 Things About Mobile Data Collection", from an ESOMAR article by Gina Pingitore and Dan Seldin.

Question: Research using mobile devices is new, different and growing. How does it impact response rates and behaviour?

Yes – mobile respondents are different, but how are they different? How representative are those customers who respond via mobile of your current customer base and how representative are they of your desired future customer base? I have observed that a multi-mode data collection strategy not only allows customers to offer feedback in a way they prefer, but also the data collection method becomes a way of gaining access to premium customers.
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Net Promoter Score (NPS) is a popular measure used by executives to gauge the pulse of their customer.  Although the measure is embraced by executives, it is often shunned by researchers.

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Key driver analysis is usually run on numeric data where some concept of distance is captured; e.g, a satisfaction scale.  However, there are many circumstances where data is categorical and the typical techniques for deriving importance are no longer well-suited.

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