Mais conteúdo relacionado Semelhante a Social media ethics and concerns (20) Mais de The Advertising Research Foundation (20) Social media ethics and concerns1. You Listening to Me?
People’s Mindsets towards Collecting
Conversations: A Preliminary Study
Presented by: Stephen D. Rappaport, The ARF
Presented to: AIMRI, April 27, 2012
Authors: Stephen D. Rappaport, The ARF; Howard R.
Moskowitz, MJI; Tom Woodnutt, Conversations
Strategist
2. Background
“Listening” adoption
Research societies issue
practice and ethics guidelines
Question: How concerned
are people about having
their conversations
collected? Which practices
are ethical?
Aim: Contribute to industry
understanding so that
conversation collection is in
the best interests of
companies and people
©2012. ARF and Questioning Institute.
All Rights Reserved
3. STUDY POPULATION: Adults 18+
DEVELOPED ELEMENTS FOR VIGNETTES
Recruited
through online
panel
IdeaMap SURVEY
April 2-3, 2012
301 completes,
18+ Online Panelists
ANALYZED DATA
MINDSETS INTERESTS/EMOTIONS SEGMENTATION WIZARD
Total Seg 1 Self Seg 2 Seg 3 Seg 4 Personal
Sample Driven Online Technology/ Collaborative Touch with
Banking High Security Online Seekers Technology
Seekers Seekers
Base Size: (267) (105) (50) (59) (53)
Constant: 31 34 28 31 26
Online Collaborative
OC1 Connect online in 'real time' with a customer rep via instant
messaging, voice over IP or video conferencing via your No more paper mail – we will send you copies of statements by secure e-mail
computer 0 2 2 5 -13
OC3 Faster loan application process…work in real time online with a
loan officer 0 0 -8 12 -8
OC4 Our bank's customer service reps will help you browse and use
our online banking services -1 0 -6 10 -10 Securely manage your account by PDA, Internet of automated telephone
OC2 Use our online tool to find and schedule at your convenience an
online working session with an expert such as investment broker,
insurance agent, and/or loan officer -3 1 -11 6 -12
Our banks customer services reps will help browse & use our on-line services
Online Other
ON3 We will answer all your requests in 'real time' by email, instant or
text messaging 1 7 -11 3 -1
ON4 We offer 'On demand' status reports for services requests (e.g.,
loan application) delivered to you via e-mail, text or instant 1 6 -4 -3 0 Manage all your banking needs with a state of the art kiosk and be confident
ON2 messaging
No more paper mail... We will send you statements and images of that live help is available if you need it
transactions securely by email -2 5 -17 -5 2
ON1 We allow you to pay bills securely using your mobile devices (cell
phone, PDA, Blackberry, etc.) -4 2 -13 -9 -2
In-Branch Recognition
BR3 We offer a bank-issued smart card so we can recognize you
entering the branch and process your needs faster 4 2 6 -3 13
BR4 Choose a secure eye or finger security scan to identify you
immediately in-branch and at ATM 4 3 10 -1 3
BR2 We have the most secure biometric system that identifies you as
you enter the branch so we can process your needs faster 2 -1 8 -5 6
BR1 We will recognize our customer's mobile phone signal when
entering a branch so we can recommend appropriate bank
products, promotions and special services -4 -3 -6 -11 2
©2012. ARF and Questioning Institute.
All Rights Reserved
8. Respondents: Savvy About Listening;
Favorable-Neutral to Listening
©2012. ARF and Questioning Institute.
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9. Total Sample: Just 1/5 Concerned;
Passive Identification the Biggest Concern
©2012. ARF and Questioning Institute.
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10. Total Sample (Ethical Concerns)
Decreases Ethicality: Increases Ethicality:
-Passively collected tech info used
- No element
to ID consumer
Being Watched No Guidance
©2012. ARF and Questioning Institute.
All Rights Reserved
11. Segmentation Revealed 3 Mindsets
Elements show what increases concern and reduces concern
©2012. ARF and Questioning Institute.
All Rights Reserved
12. Segment 1: “I Want Control”
“Big Brother”
Increases Concern: Decreases Ethicality:
-TOS allowing conversation -TOS allowing conversation
collection collection
-Collecting friends-only -Collecting friends-only
conversations consumers agreed conversations consumers agreed
to make available to make available
-Collecting conversations that can -Collecting conversations that can
be read by anyone be read by anyone
-Passive collection for ID -Passive collection for ID
-PII used to verify data
permissions
©2012. ARF and Questioning Institute.
All Rights Reserved
13. Segment 1: “I Want Control” (Ethics)
Individual Has Control
Decreases Concern: Increases Ethicality:
-Researchers get permission
- Personal control over data
before collecting data
collection and use
-Consumer consent obtained
before collecting data
©2012. ARF and Questioning Institute.
All Rights Reserved
14. Segment 2: “Collect with Integrity”
Setting Preferences
Increases Concern: Decreases Ethicality:
-Consent for kid collection -Consent for kid collection
-Consumers control data collection -Consumers control data collection
and use and use
-Privacy programs for PII -Privacy programs for PII
-Opt-out from collection -Opt-out from data collection
-Data security -Data security
-Consent for any collection -TOS allows data collection
-Data destroyed when not needed -Data used only for MR
-Passive collection for ID -Protection from intrusions
-Data handling preferences
respected
©2012. ARF and Questioning Institute.
All Rights Reserved
15. Segment 2: “Collect with Integrity” (Ethics)
Act Honorably
Decreases Concern: Increases Ethicality:
-Prompt complaint handling -Prompt complaint handling
-Info not sold to 3rd parties -Data use statement
-Posts read by anyone -Co’s violating privacy held
accountable
-Friends-only posts not collected
with or without permission -Conversations always made
anonymous
-PW protected posts not collected
-Friends-only posts not
-Conversations collected for lawful
collected
use only
-How we use your data statement
-No harm from collection
©2012. ARF and Questioning Institute.
All Rights Reserved
16. Segment 3: “Protect My Privacy”
Anxiety about Info “Out There”
Increases Concern: Decreases Ethicality:
-TOS allows data collection -TOS governs collection
-Friends-only posts not collected -Consent required for collection
w/wo permission
-Confirm what researchers allowed
-Opt-out anytime to collect
-Collected data not used to sell -Researchers get permission before
collection
-Change preferences when
privacy policies change -Consumer control data collection
and use
-Posts read by anyone
-Data destroyed when not needed
-How we will use your data
statement -Data not sold to others
-Collected data used for MR -Tech info used to ID consumer
©2012. ARF and Questioning Institute.
All Rights Reserved
17. Segment 3: “Protect My Privacy” (Ethics)
Confidence in Protection
Decreases Concern: Increases Ethicality:
-Privacy programs to protect -Privacy programs to protect
PII PII
-Privacy policies explain PII handing -Privacy policies explain PII
handling
-Data collection reasons not falsely
stated -Data collection purposes
not falsely stated
-Data handling preferences always
respected -Data handling preferences
always respected
-Regulation by research industry
-Collected info used only for
-Privacy settings always respected
lawful purposes
-Companies violating privacy held
accountable
©2012. ARF and Questioning Institute.
All Rights Reserved
18. Emotional Responses to Data Collection
Not very strong overall
INDIFFERENCE: Most commonly expressed emotion: 35%
ANGER, DISGUST, FEAR, SADNESS: 5%-29%
HAPPINESS, SURPRISE, EMPOWERMENT, OPTIMISM: 1%-16%
©2012. ARF and Questioning Institute.
All Rights Reserved
20. Implications: Research Industry
“One-size fits all” social listening collection policies do
not capture the range of mindsets
Although “natural level” of concern is low in segments,
they’re extremely sensitive …
concern can flip in an instant
Consumers can have a “panic attack” at any
moment
©2012. ARF and Questioning Institute.
All Rights Reserved
21. Implications: Collection Practice
Tailor collection policies that:
lessen concern
increase the perception of ethicality, and
Satisfy the emotions of each mindset
Collection practices can be universal, what differs is their
presentation to consumers
©2012. ARF and Questioning Institute.
All Rights Reserved
22. Approaches to Mindset-based Data Collection
“I Want Control”
Provide tools or preference settings that give consumers control
in advance over collection and use
“Collect with Integrity”
Spell out what will and won’t be collected
Detail complaint handling, accountability
Emphasize anonymity of own and friend’s data
“Protect My Privacy”
Explain how PII and data is protected and handled
Accurately state purposes for data collection
Assure that collected info is used lawfully
©2012. ARF and Questioning Institute.
All Rights Reserved
23. Implementation Steps
Assign each person to a mindset using a segmentation
wizard (http://goo.gl/fWkuL)
Do this during registration or reviews of terms of service
Provide collection policy geared to each person’s
mindset
©2012. ARF and Questioning Institute.
All Rights Reserved
24. Conclusions and Next Steps
Mindset-based collection approaches allows researchers
to tailor listening collection practices to consumers
Replicate study semi-annually to trend mindsets, identify
changes and update collection practices to stay in sync
with consumers
Expand mindset research to additional areas to create
scientifically-based research practices that include the
views of consumers and professionals
©2012. ARF and Questioning Institute.
All Rights Reserved
25. Thank You!
For further information about this study:
Stephen D. Rappaport, The ARF
Phone: 646-465-5738
Email: srappaport@thearf.org
Twitter: @steverappaport
©2012. ARF and Questioning Institute.
All Rights Reserved
Notas do Editor CASRO, IAB, EU Safe Harbor, American Consumer Opinion, MarketTools, Harris Interactive, Esomar, MRS, Differences in activities by age: Gen Y more active in using Status Updates, Direct Messages and writing on Friends ’ FB Walls,