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Introduction to Research

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by

Chris Panetta

on 30 October 2014

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Transcript of Introduction to Research

Introduction to Research
A Campaign's Roadmap
Quantifies focus group findings among representative audience
Sets benchmarks for future comparisons
Cross-tabular data identifies base and persausion targets
Agenda
Why Use Research?
Qualitative
Quantitative
Putting the Plan in Action
Why Research?
Allocates Resources
Sets Baselines
Identify targets
Campaign's GPS
Know where you are and where you are going
Who to talk to
What to say
How to reach them
Generate Visibility
Journalists listen
to numbers
Qualitative Research
Open ended, hear how issues discussed
Not generalizable to larger population
Helps inform quantitative research
Hear influencers discuss issues and trends
Best for hard to reach elite audiences
Can be in-person, online or over the telephone
Structured, but open-ended discussion
Lasts approx. 2 hours

8-10 (paid) particiapnts

Screened for different attributes
Conversation starts broadly and narrows into specifics
Various techniques can generate deep insights
Quantitative Research
Representative, projected over large population
Identifies demographic and geographic targets
Conducted over the phone or online
Can be conducted among general population (adults) or specific audiences (likely voters or membership)
Question design and order important
Survey is snapshot in time (things change)
DIY: Consider Twitter
See how people discuss people/issues in real time
"Listening" to social networks increasingly popular
DIY: Online Tools
Variety of inexpensive or free online survey software
Quantifies focus group findings among representative audience
Sets benchmarks for future comparisons
Cross-tabular data identifies base and persausion targets
Quantifies focus group findings among representative audience
Sets benchmarks for future comparisons
Cross-tabular data identifies base and persausion targets
Putting the Plan in Action
Challenge:
College University is struggling to attract out-of-state students.
Prospective Out of State Students
Regional survey of out of state students quantifies key themes that emerged out of the focus group.
52% of out of state students do not have impression of College University
78% have a positive impression of College University's small class sizes
88% have a positive impression of how many seniors live on campus
Draft creative (ads, flyers) are developed based on earlier rounds of research. Focus groups used to test and refine.
Survey tracks campaign's penetration and sets baseline for future comparisons.
72% of those who recall the ad remember seeing pictures of the campus
35% of out-of-state students do not have an impression of College University (down from 52%).
12% said ad makes them much more likely to apply to College University
67% say phone calls are the best way to reach them with information about colleges and universities
Chris Panetta
@cpanetta77
3 Main Methods
Including 67% of students considering out of state schools
Campaign launched:

Using the insights from the research, the materials and developed and sent to out-of-state prospective students.
Qualitative with a quantitative twist
Moment to moment ratings
Often used in speech writing
30-40 participants (paid)
Soft data, provides insights
Hard data
Pre and post-messaging tests to simulate the campaign
Split sampling allows to test differences in language
Double-barreled questions do not produce usable insights
Clean reads; question order can add bias
Asking demographic questons early can affect opinions
Methods
Methods
Questions?
Chris Panetta
@cpanetta77
What attributes they are looking for when selecting colleges and universities?
What they know about College University? What do they know about its competitors?
What are the best ways to reach them with information about College University?
How do they respond when the best College University attributes are described?
I'm looking for a small college where I can spend time with professors.
I think I heard no one from out-of-state gets into College University.

Well, people can get it but its very expensive for out-of-staters.
I like how College University says their faculty to student ration is among the best in the Northeast.

I didn't knwo that 90% of their seniors live on campus!
I get so many emails from out-of-state colleges it's hard to remember who is who?


The best way to reach me is to reach out to my guidance counselor.
I would like to see more pictures of the campus and less of classrooms.
I think the advertisements are weak because of the color choices but I like the cover.
I would be most likely to open this version of the ad and least likely to open this one.
There are too many words on this ad! How am I suppose to read that all!
Google Consumer Survey
(inexpensive option)
Full transcript