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Optimizing Questionnaire Design for Mobile Surveys Testing Common Assumptions ForFor marketingmarketing rresearchesearch andand insightsinsights professionalsprofessionals OPTIMIZING QUESTIONNAIRE DESIGN FOR MOBILE SURVEYS TESTING COMMON ASSUMPTIONS PLUS How to avoid asking leading questions Creating research reports that capture attention Who’s next after the Millennials? Quirk’s Event sneak peFk ADVERTISING SECTION Quirk’s Marketing Research Review December 2018 26 Top Research Volume XXXII Number 12 Tool Providers www.quirks.com WHAT SETS US APART? A collaborative and consultative approach A lifetime of experience and expertise in our fields A passion for new ways to engage your target International proprietary brands and global reach Discover the Schlesinger Advantage in ‘de-tail’ at SchlesingerGroup.com. Transformative research solutions for every phase of the path to purchase NEW! FPG Video Capture Powered by LivingLens Premier data collection solutions Online | Mobile | In-person 1.6 million opt-in panel 20 research locations nationwide focuspointeglobal.com [email protected] 888.873.6287 Quirk’s Marketing Research Review CONTENTS December 2018 • Vol. XXXII No. 12 DEPARTMENTS 6 Click With Quirk's 8 In Case You Missed It... page ForFor marketingmarketing researchresearch andand iinsightsnsights professionalsprofessionals 22 12 Survey Monitor 16 Product and Service Update page 48 26 Top Research Tool Providers 26 58 Names of Note OPTIMIZING QUESTIONNAIRE page 60 Research Industry News DESIGN FOR MOBILE SURVEYS 32 64 Calendar of Events TESTING COMMON ASSUMPTIONS 79 2019 Focus Group page PLUS How to avoid asking Facility Directory leading questions 40 Creating research reports 125 Index of Advertisers that capture attention page Who’s next after the 126 Before You Go… Millennials? Quirk’s Event 65 Quirk's Marketing Research Review sneak peFk 4662 Slater Road | Eagan, MN 55122 page 651-379-6200 | www.quirks.com ADVERTISING SECTION Quirk’s Marketing Research Review Publisher • Steve Quirk December 2018 48 26 Top Research Volume XXXII Number 12 [email protected] | x202 Tool Providers www.quirks.com Editor • Joseph Rydholm [email protected] | x204 Digital Content Editor • Emily Koenig ON THE COVER [email protected] | x210 News Editor • Sara Cady 22 Challenge your assumptions [email protected] | x212 Optimizing questionnaire Audience Development • Ralene Miller design for mobile surveys [email protected] | x201 By Patrick Elms 40 They got next Production Manager • James Quirk After the Millennials come the [email protected] | x206 iGeners Directory Sales • Ilana Benusa TECHNIQUES By Karin O’Neill [email protected] | x213 26 Small changes can make a big V.P. Sales • Evan Tweed 44 I me mine difference [email protected] | x205 Gen Z and the challenges of the How to avoid asking leading Sales • Lance Streff most individualistic generation yet [email protected] | x211 questions By Kimberley Howard By Mark A. Wheeler European Sales • Stewart Tippler [email protected] | +44(0)7989-422937 32 Break through the clutter COLUMNS Tips for creating research reports ••• moving? make sure that capture and hold attention 10 Trade Talk Quirk’s comes with you! By Chelsea Gibbons Quirk’s in 2019: a little more, Send change of address information a little less to [email protected] 36 Play to your audience By Joseph Rydholm Global research with kids requires Download the Quirk’s iPad, iPhone nuanced, culturally-aware 20 Qualitatively Speaking or Android app to view this issue. approaches Conversing with zombies An interactive downloadable PDF of By Bianca Abulafi a and Sarah Serbun By Jesse Caesar this magazine is available at www. quirks.com/pdf/201812_quirks.pdf. Follow us on Twitter @QuirksMR. 4 Quirk’s Marketing Research Review // December 2018 www.quirks.com ••• online, e-newsletter CLICK WITH and blog highlights // Noted Posts ••• events QuirksBlog.com Smart badges from Klik! Forming alliances to lead through disruption lik’s interactive badg- https://bit.ly/2SN01bd Kes are coming to The Quirk’s Event, allowing for easy and fast networking 3 tips for pitching innovative all in one place. Attendees ideas in close proximity can https://bit.ly/2NHSpno LONDON BROOKLYN CHICAGO quickly exchange informa- ENGLAND NEW YORK ILLINOIS tion simply by both press- FEBRUARY 12-13, 2019 MARCH 5-6, 2019 APRIL 2-3, 2019 ing and holding down Millennials, CX and the fi nancial the bottom of the badge. services industry Bright LEDs will illumi- https://bit.ly/2zcM80c nate and fl ash, letting you know that the information has been exchanged. Attendees can receive ResearchIndustryVoices.com content from speaking sessions without having to wait until after the event. During a session, simply click Are you tuning into MR podcasts? your badge and any materials the presenters make available will download and be https://bit.ly/2F1Ikle accessible in the app. Looking to set up a meeting? Using the Klik badge and event app, attendees can also request meetings with vendors or other attendees and store Putting consumer needs in connections. The Klik badge puts you in charge of the content you receive and con- perspective nections you make! https://bit.ly/2zskVn1 Learn more at www.TheQuirksEvent.com. Don’t pollute mobile ethnography with too many questions https://bit.ly/2RzRU02 // E-newsworthy ResearchCareersBlog.com MR job-seekers see The advantages of an age- opportunities, obstacles diverse workforce quirks.com/articles/2018/20181026-2.aspx https://bit.ly/2ANnUIw The future of behavioral Study narrows in on top 10 economics and online retail management skills quirks.com/articles/2018/20181026-3.aspx https://bit.ly/2QmjxsU Researching the needs of your Psychology’s reminder to MR: Part 1: Questionable potential employees practices https://bit.ly/2ybzxXp quirks.com/articles/2018/20181026-1.aspx 6 Quirk’s Marketing Research Review // December 2018 www.quirks.com Make Smarter Decisions TRY TOLUNA INSIGHTS AND KNOW WHAT’S NEXT INSIGHT FOR TODAY’S ON-DEMAND ECONOMY. TRANSFORM THE WAY YOU OBTAIN INSIGHTS. Demo TolunaInsights today. tolunainsights.com Insights on Demand Founding Member In Case You Missed It news and notes on marketing and research ••• fi nancial services research Millennial women savvier about fi nancial terms illennial women, despite their own uncertainty, outperform Millennial men ••• lifestyle research Min their knowledge of fi nancial and insurance terms, according to fi ndings from Cambridge, Mass., research fi rm Market Bed-making Strategies International. When asked to match fi nancial and insurance- leads to more related terms with defi nitions, Millennial women selected the lovemaking correct answer more frequently pparently, you can learn a lot than Millennial men did (33 Aabout someone if you can fi nd out percent vs. 24 percent, respec- if they make their own bed each morn- tively). ing. Sleep-industry Web site Sleepopo- To gauge self-reported lis commissioned a survey (conducted knowledge in fi nancial by OnePoll) of 2,000 Americans to see services, Market Strategies what making (or not making) your bed asked survey respondents how might say about other aspects of your well they felt they understood personality. fi nancial and insurance-related From the survey, researchers terms. Only 17 percent of Millennial identifi ed some common qualities. women reported that they “completely People who make their bed are more understand” fi nancial and insurance likely to: be a morning person; wake terms while 2.4 times as many Millennial men up without an alarm; have sex three (34 percent) claimed complete understanding. times per week; nap for 43 minutes on “Men typically have higher confi dence in their knowledge in general. It’s average; work in health or technology unsurprising that double the percentage of Millennial men than women reported fi elds; enjoy jazz music, watch “House they ‘completely understand,’” says Christopher Barnes, managing director of the Hunters” and romantic movies; and be fi nancial services division at Market Strategies. “What is interesting, however, adventurous, confi dent, sociable and is that when asked to demonstrate that knowledge, Millennial women perform high-maintenance. better. People who don’t make their bed “Historically, women have scored lower than men in terms of fi nancial knowl- are more likely to: be a night person; edge,” Barnes says, “but as Millennials are delaying marriage and making major snooze the alarm clock in the morning; fi nancial decisions solo, like buying houses and managing student loan debt, it’s have sex two times per week; work in clear Millennial women are getting proactive about their fi nancial knowledge.” business or fi nancial fi elds; enjoy rock The study also revealed interesting gender diff erences in the sources Millen- music and watch “Seinfeld” and com- nials use to learn and understand edy movies; and be shy, moody, curious investments. Thirty-eight percent of and sarcastic. Millennial women look to friends, family and colleagues while that same percentage of Millennial men are fl ocking to YouTube. www.quirks.com/articles/2018/20181201.aspx 8 Quirk’s Marketing Research Review // December 2018 www.quirks.com www.clearseasresearch.com B-TO-B INSIGHTS AND PANEL • BUILDING ENVELOPE • ARCHITECTURE • PLUMBING • HVAC • ENGINEERING • ROOFING • FOOD & BEVERAGE • GAMING • MANUFACTURING • PACKAGING • SECURITY • DISTRIBUTION/LOGISTICS TRUST IN RESEARCH Strategic, full-service market research solutions focused on measuring... • BRAND POSITION attitudes, awareness, usage, image • PRODUCT DEVELOPMENT concept testing, product needs identification, nomenclature, pricing, marketing • CUSTOMER EXPERIENCE (B-TO-B #CX) customer journey, B-to-B brand touchpoints, digital environment To know what we know, please contact us at 248-786-1683 or [email protected] CENTRAL LOCATION TESTING B-TO-B EVENTS | EXECUTIVE INTERVIEWS | FOCUS GROUPS | SURVEYS | AI ASSISTED OPEN-END CODING MULTIMODAL DATA COLLECTION CAPABILITIES: IN-PERSON, INTERNET, VIRTUAL REALITY, MAIL, MOBILE, TELEPHONE* Trade Talk By Joseph Rydholm, Quirk’s Editor Quirk’s in 2019: a little more, a little less s 2018 draws to a close, I wanted to That year, and for a long time after, we Aupdate you on some of our plans for had many combined-month issues as 2019.
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