The most valuable resource we have in business is time. In marketing and consumer insights not having enough think-time is often the difference between a good idea and great idea. But this time-crunch isn't unique. It's something most people struggle with every day - and these people are our customers. We thought it would be interesting to ask the consumers what they would do with more free time to think and to live in an effort to find some common ground.

1. CONSUMER TIME
SURVEY
Unwinding Think-Time
by ZappiStore

2. UNWINDING THINK-TIME
The single most important resource for helping
market researchers & consultants make a
meaningful impact is time to think and time to live.
RYAN BARRY
Senior Vice President, ZappiStore
President, New England MRA
We believe that think-time is the cornerstone of creativity. That's why we're helping researchers and brands streamline
the research process by building in automation and retooling for agility, which in turn frees up their most valuable
asset, time. Of course the time-crunch isn't just limited to research, it's a defining characteristic of the digital age – so
we thought it would be interesting to ask consumers what they would do with more free time to think and to live.
TIME SURVEY 2014

3. SAMPLE SPECS
WHO Adults Aged 18+, Household Income $50,000+
WHERE United States (4 Census Regions)
WHEN October 17th – 16th 2014
WHAT Online survey conducted with panel partner SSI (N=221)
TIME SURVEY 2014
Report Drafted by Jason Potteiger

4. HAVE TIME FOR A JOB WELL DONE?
Total North East Mid West South West
TIME SURVEY 2014
33%
38%
7%
2%
21% Strongly Agree
Somewhat Agree
Somewhat Disagree
Strongly Disagree
I don’t work currently
21%
32%
Q3: Consider the following statement: While I may work long hours sometimes, at the end of the day I feel like I have enough time to do my job well.
39% 36%
54%
42%
21%
40%
4% 4%
13%
1%
2% 2% 4%
2%
19% 20%
26%
17%
Consumers in the North East are least
likely to feel they have enough time to
do their jobs well.

5. WHERE DOES THE TIME GO?
TIME SURVEY 2014
34%
30%
24%
20%
19%
15%
8%
22%
52%
39%
31%
25%
23%
24%
7%
0%
Meetings, e-mail, and/or calls
Getting organized
Managing clients or customers
Waiting for other people
Creative thinking
Doing background research
Other [Specify]
I don’t work currently
Total I have an office job
Q4: Which activities take up most of your time at work? Please select up to 2 choices.
Men are more likely than women to
say ‘Creative thinking’ is a main
draw on their time.
15%
27%
12
GENDER

6. IF GIVEN MORE FREE TIME?
AT WORK FOR LEISURE
Q5: If you had more free time at work, how would you spend it? | Q10: If you had more free time for leisure activities, how would you spend it?
TIME SURVEY 2014

7. WHEN IS TIME MOST VALUABLE?
30.32
Morning
21.72
Evening
TIME SURVEY 2014
13.12 %
30.32 %
11.76 %
14.93 %
21.72 %
5.88 %
2.26 %
Early morning
Morning
Mid-Day
Afternoon
Evening
Night
Late night
Almost one-third of consumers feel the morning
is the most valuable part of their day.
Q11: Think about your average day (we admit that few days are average) – at what time of the day does your time feel most valuable?

8. HOW MUCH IS AN HOUR WORTH?
Q14: If you could pay to add an hour to your day, whenever you needed an extra hour, how much would you be willing to pay for it?
TIME SURVEY 2014
48.87 %
27.60 %
10.41 %
11.76 %
3.17 %
2.26 %
23.53 %
Less than $50
More than $50
$50 - $99
$100 - $249
$250 - $500
More than $500
Don't know
39%
18%
43%
54%
25%
21%
Young consumers say they are willing
to pay a premium for more time in
their day.
18 – 34 y/o
35 – 54 y/o
AGE

9. HOW BADLY DO WE WANT MORE TIME?
Q15: If the cost for an extra hour was $100, how often would you buy the extra time?
Q16: Would you rather have the ability to reverse time itself or to make time fast forward?
TIME SURVEY 2014
54.30 %
15.38 %
30.32 %
I’d reverse time
I’d fast forward time
Neither, that’s too much power!
A majority of respondents say they’d
rather have the ability to reverse time
than fast-forward.
8.14 %
17.19 %
11.31 %
23.98 %
39.37 %
Every day
A few times each week
A few times each month
A few times each year
Never
However, few say they would pay to
get more time on a regular basis.
THE ABILITY TO REVERSE TIME OR FAST-FORWARD?
AT $100 PER HOUR, HOW OFTEN WOULD YOU BUY?

10. FALL BACK FOR WHAT?
TIME SURVEY 2014
52.94 %
14.93 %
28.05 %
4.07 %
Sleeping
Working (home or office)
Leisure activities
Other
Q17: This year daylight savings time will occur on November 2nd – how do you plan to spend your extra hour?
Over half of respondents say they plan to
spend their extra hour next month getting
some extra sleep.

11. FOOD FOR THINK-TIME Further Reading:
The most interesting quality of time may be that its value is not
constant, but rather highly variable. Three factors* appear to influence
consumer valuations of their time: 1. the content, 2. the length, and 3.
the alternatives (i.e., what could you have done?).
Content
What are you
doing?
TIME SURVEY 2014
Length
How long are you
doing it?
Alternatives
What could you
have done?
Consumer
Valuations
of Time
Brands Against the Clock:
Time is money, but are consumers
spending it on you?
…the most valuable
commodity we have is time,
and how we spend it
influences the path to
purchase from awareness to
consideration to brand
loyalty. - medium.com/zappistore
The growing influence of time-squeeze may have a significant impact on purchase behavior. An understanding
of how perceptions about the value of time impact the consumer decision journey could make this simple, yet
highly complex asset a key metric for understanding the market in the 21st century.
Source: Sabine M. Schaeffer (2001) ,"The Value of Consumers' Time: Interdisciplinary Understanding and Experimental Evidence of Situational Influences"

12. More
time
running.
More
time
thinking.
Great research, fast.
Future of Insight:
Tearing up a 5k before work.

13. FUNNY NAME, WHAT DO YOU DO?
We execute great research fast by creating productized solutions. We offer a centralized platform that
automates the typically time consuming functions of conducting primary research. ZappiStore’s goal is to
help brands and researchers work together to drive agility throughout the consumer insights industry.
TIME SURVEY 2014
Your Brand

14. CONTACT:
Bedford House
125-133 Camden High Street London
NW1 7JR
UK & AU: +44 (0) 207 428 7456
US: +1 866 209 4591
contact@zappistore.com
@zappistore

15. WWW.ZAPPISTORE.COM