Thursday, June 2, 2016
1:30 - 1:50 PM
Ted Talks - Marquette

A Stitch in Time...

…. Saves nine – nine minutes that is! In today’s mobile world, surveys must adapt and become shorter. But how do we get high quality data with just a few minutes of questions?

This is a dilemma the Mark Anthony Brands faced. As the name behind disruptive  brands such as Mike’s Hard Lemonade and Palm Bay, the company is constantly looking to understand the changing needs of consumers.

With the explosion of the cider category, Mark Anthony was looking to gain an in depth understanding of the consumer and growth opportunities for their Okanagan Premium Cider brand.

However, they were faced with the issue of conducting a U&A study in a respondent and budget friendly format.

This session demonstrates how Mark Anthony Brands, working with their research partner and sample provider, gained consumer understanding and insights by breaking the survey into separate modules.

This was only the beginning; the more complex stage was in putting together the   pieces and this paper demonstrates how these modules were pieced together to build  a complete story.

We also explain practical techniques and demonstrate their effect on respondent cooperation as well as comparing the pros and cons of two primary techniques: respondent matching and data imputation.

Interest Statement:
This paper demonstrates how you can get the same insights with a shorter survey by strategically modularizing the interview. The process begins in the questionnaire design. We talk about strategies for getting the most out of your time with respondents by crafting the questionnaire appropriately which negates lengthy questions and numerous batteries of answer grids.

We also focus on two key techniques that have been used and extensively debated in the industry: data imputation and respondent matching.

Data imputation historically has been given a bad name because it estimates the missing data. However, we show how, with a good base of data and the correct estimation algorithms, this technique can be successfully used without impacting data quality. 

Using data collected from this U&A study conducted for Mark Anthony Brands we compare results using this data imputation approach to the respondent matching algorithm tool which  allows modules to combine together to become complete data records. 

This paper is therefore applicable to client-side researchers under pressure to get the most out of their research budget, by demonstrating the validity of this modular approach and highlighting insights garnered through this approach.
In addition, the session will be compelling to research providers by demonstrating ways to adapt long surveys to be more agile while maintaining the integrity of the data.

As a result of this session, participants will…


Mary Logan, CMRP
President, Research & Incite

Mary Logan, CMRP is President of Research & Incite, a full service agency based in Toronto.

Mary has been actively involved in the market research industry for 26 years providing expertise in quantitative research, specifically consumer understanding, new product development and branding.

She has a BA in Social Psychology from the University of Sussex in the UK and is a professional member of the MRIA (Marketing Research and Intelligence Association) with CMRP (Certified Marketing Research Professional) status.

In addition, Mary is a member of the AMA, Esomar and the Market Research Society in London, holding the MRS diploma.

 


Anthony D'Aprile
Director, Insights & Strategic Innovation – Mark Anthony Brands

Anthony is the head of Insights and Innovation for Mark Anthony Brands, a leading Canadian beverage alcohol company. With 10 years of experience in the alcohol industry, Anthony has worked across all major categories including beer, spirits, wine, and ready-to-drink beverages. He has developed winning consumer strategies for market leaders Wiser’s Whisky, Absolut Vodka, Palm Bay Coolers, and Mike’s Hard Lemonade. 

Anthony graduated with a Bachelor of Commerce from the University of Guelph. He lives in Toronto with his wife and two children. He is an obsessive (albeit painfully average) golfer and overall avid sports fan.

 


Jennifer M. Tilk
Account Executive, SSI – Survey Sampling International

Jennifer is a Market Research Professional with over fifteen years’ progressive experience in all aspects of research from survey panel management, questionnaire design, project management, data analysis, to client presentations. Industry knowledge spans Consumer Packaged Goods, Retail and Financial Services. She has worked in online research since the early days- specializing in online survey panel management, sampling, and online best practices.

Jennifer has a BA from the University of Toronto and an MA in Geography from York, and is a professional member of the MRIA. She is currently the president of the Toronto Chapter of the MRIA.