Lecture Series – April 2014


April 2014 Lecture Series

Listen to leading experts deliver 40-45 minute introductions to key NewMR topics, with plenty of time for Q&A afterwards.

Click here to access the slides and recordings of the earlier lectures.

The overall sponsor for the session is ESOMAR. Individual session lecture sponsors include element54, SSI, and AMSRS. Survey Analytics are our 2014 Platinum Sponsor, helping us bring you a year of events.

As well as the April Lecture Series we have the May series, click here to see the May programme.


Improving the Representativeness of Online Surveys
Jeffrey Henning
from ResearchScape.
4 April, 2014
While there are many sources of survey error, one of the leading sources in online surveys is sampling bias: failing to include in representative numbers some groups of the target population. For instance, the 2011 American Community Survey estimates that in 4.6% of U.S. households no one over the age of 13 speaks English “very well” — these non-English speakers are unrepresented in most commercial surveys, leading to sampling bias. Online surveys are often used to extrapolate to entire populations, including members who never go on online. This is a clear sampling bias, as repeated academic work reveals that non-Internet users differ materially, socially, and psychologically from Internet users, making it problematic to extrapolate to this population from online-only samples. Sampling for online surveys varies greatly in technique and representativeness. Important factors to consider are types of panels, selection of participants from those panels, and how and whether to weight survey results. Bio: Jeffrey Henning, PRC is president of Researchscape International, a market research firm providing custom consumer surveys to small businesses. He is a Director at Large on the MRA Board of Directors; in 2012, he was the inaugural winner of the MRA’s Impact award.

Questionnaire Design: A Masterclass
Pete Cape
, from Survey Sampling.
8 April, 2014
Many inquisitive junior researchers will have quickly found that, on asking the question “why do we do it like that?”, that their mentor, far from being the font of all wisdom, rapidly assumes the manner and tone of exasperated parents the world over and snaps back; “because I said so!”. That they actually say “because that’s the way we do it round here…” is immaterial, the lesson is quickly learnt. In this session we will examine some of the common ways of tackling question types and asks ourselves; which is best? With so many approaches to employ does it really matter which one we take? It does if we set ourselves up as master practitioners in the art of asking questions.

Ramping Up for Global Innovation: How Digital Is Your Dog?
Betsy Leichliter
, from Leichliter Associates.
9 April, 2014
See how a little bit of expert qualitative research can help you quickly define strategies for global new products and services – even when you feel as if you’re “fresh out of ideas” or “don’t even know what you don’t know.” This session is based on recent multi-country, multi-screen online/mobile research with “real-world” dogs and their owners, that took a close look at how digital devices, wearables, or biometrics might help make the lives of dogs and their owners better than ever.
The presentation will show examples of how collaborative analysis and interpretation by qualitative experts can help you…

  • detect when a new product or service idea is one whose time has already come and gone, one whose “moment” is now, or one that’s ahead (but not too far ahead) of its time
  • separate emotion-driven “universal truths” from cultural differences that call for local customisation
  • and understand how your targets envision the future.

Online Community VIPs (Very Important Participants)
Anouk Willems
, from InSites Consulting.
24 April, 2014
The new buzzword in the research industry is collaboration. In MROCs we consider the participants as equal partners more than other methods. We empower them to start their own discussions and enable them to share (un)solicited feedback. However, the roles are still separate: we are the researchers, they are the participants. For successful collaboration, we need to challenge these traditional, distinct roles and examine the convergence of the roles of a researcher and participant. What would happen if we bring down these walls and turn participants into researchers as our co-moderators? Recent case studies demonstrate that community participants are not only perfectly capable of taking on the role as co-researchers, it’s also a way to close cultural, generation and knowledge gaps. By placing participants in the context of that of co-researcher, we can analyze a research question from multiple perspectives in order to check and establish validity in qualitative research.

It takes two to tango: building a stronger partnership with your clients
Suz Allen
, from Campbell Arnotts.
29 April, 2014
We’ve all heard the saying that “clients prefer to work with people they like”. There is some truth to that. I believe it’s more a case that “clients prefer to work with people they trust, and if it’s more enjoyable as well – that’s simply a bonus”. Just like on the dance floor, a client needs to have trust in their partner. As a supplier, how do you go about building that trust? How do you even get the first dance? In this webinar we’ll talk through the qualities that a client looks for in a supplier, how to pitch well and deliver well and explore some of the common mistakes that can be made along the way. Ultimately both the client & supplier want to look good on the dance floor!

The Power of the Dark Side: Motivation, Positioning and the Seven Deadly Sins
Shobha Prasad
, from Drshti Strategic Research Services.
30 April, 2014
The dark side of human motivation is explored in this presentation which postulates that the most powerful drivers are primeval human passions. Brands that understand and position themselves sharply on these are able to influence and connect strongly with consumers. The assumption that in the “Seven Deadly Sins” lie primeval forces powerful enough to drive behaviour is addressed in this presentation, and used to build a construct to understand motivation and brand positioning.