Survey Research in the era of “The Internet of Things.” As emerging technology continues to give birth to new, Internet-enabled research tools, the future of survey research looks very promising. Yet as promising as tomorrow looks, it also promises uncertainty and challenge. To demonstrate this duality, the promise and challenge of future research opportunities, we recently surveyed 500 consumers to gauge their attitudes toward 4 hypothetical, futuristic survey tools.
See the blog post about these Futuristic Tools here: http://blog.fieldagent.net/surveying-tomorrow-4-futuristic-research-tools-their-challenges
4. POINT OF INFLUENCE®
With location-based research from the Field Agent mobile app,
companies gain insights at the point of decision-making.
5. INTERNET OF THINGS
New levels of connectivity will change when and how people make
purchase decisions, and give us new ways to understand the
process.
CLICK HERE
to see our blog post on these
4 Futuristic Research Tools
12. WITH THE INTERNET OF THINGS…
• Shopping, purchase, and usage decisions will happen
everywhere
• Separation between the shopper and the consumer
will diminish
• Technology will measure decisions all along the way
13. We can ask people questions
via a lot of new devices and in
a lot of new ways
WITH THE INTERNET OF THINGS…
• We can know more about what people Do
• We may not need to ask them What
But we still need to know:
• “Why?”
• “How do you feel?”
• “How do you decide?”
• “What would you do if…?”
14. BUT WHAT ABOUT…
• Acceptance (“creepiness”) factor
• Privacy concerns
16. BEACON IN-STORE TEST
ü Traveled into the aisle
+26 pts. vs. the Control Store
ü Were more willing to accept mobile
messages
ü Increased desire to receive
in-aisle mobile messages
2x vs. control
ü Were willing to accept
3-4 messages during a large
shopping trip
Shoppers who interacted with beacons:
17. FUTURISTIC SCENARIOS
Connected store aisle
Connected appliances &
replenishment
Connected home
Connected body
(health monitoring)
We presented people with futuristic scenarios to understand…
1. Appeal of the
technology (benefit)
2. Comfort level with
surveys triggered by the
technology (creepiness
factor?)
3. Likelihood to respond to
survey triggered from
the technology
18. CONNECTED AISLE ATTITUDES
You linger on an aisle, then
a message appears on your
smartphone from the store,
asking if you need help…
Virtual In-Store Shopper
27%
found this
technology appealing
19. CONNECTED AISLE ATTITUDES
A message appears on
your smartphone from
the store, asking you to
explain why you bought
one product instead of
another…
Virtual In-Store Shopper
27%
37%
20%
Connected Aisle
Technology appeal
Survey comfort
Response
21. CONNECTED REPLENISHMENT
Your washing machine
automatically senses when
you are running low on
detergent, and reorders
for you
48%
Acceptance
found this
technology appealing
22. 48%
45%
31%
Connected Replenishment
Technology appeal
Survey comfort
Response
CONNECTED REPLENISHMENT
When you select a different
brand of detergent to order,
the washing machine asks
you why
Survey Attitudes
24. Your lighting, heating, and
cooling are connected to the
Internet, so while you are
away you can adjust
thermostat and lights.
CONNECTED HOME
Acceptance
87%
found this
technology appealing
25. You reduced your heating and cooling
for a week. Your thermostat asked if
you were on vacation and, if so, some
questions about your vacation
planning process.
87%
37%
31%
Connected Home
Technology appeal
Survey comfort
Response
CONNECTED HOME
Survey Attitudes
27. Your health monitor device
senses your blood pressure is
running high and suggests you
visit a doctor.
CONNECTED BODY/HEALTH
Acceptance
69%
found this
technology appealing
28. You missed a dose of your twice
daily medication, and your device
asked you to complete a survey
about a new medication with a
different dosing schedule.
69%
55%
45%
Connected Body/Health
Technology appeal
Survey comfort
Response
CONNECTED BODY/HEALTH
Survey Attitudes
29. Comfort levels and responses are
higher when connected to clear
benefits.
Think of “Cookies” – people
willing to accept them to get a
more personalized Internet
experience.
27%
48%
87%
69%
37%
45%
37%
55%
20%
31%
31%
45%
Connected Aisle
Connected
Replenishment
Connected Home
Connected Body
Technology appeal
Survey comfort
Response
CONNECTED ATTITUDES
30. AND THERE IS ALSO…
• Survey Overload
how much is too much, will there be something equivalent to a
“Do not call” list where users opt out?
• Privacy Concerns
strongest benefits may have the highest risks, especially
regarding health related devices
• Lack of Clear Benefit to Responding
how do we offer incentives?
• Early Adopters vs. Mainstream
31. “The scarce resource will continue to be human
attention. There is a limit to the usefulness of devices
that are worn in public but that demand attention
because it is often socially and practically unacceptable
to give those devices enough attention to make them
worth the trouble of configuring and interacting with.”
Karl Fogel, partner at Open Tech Strategies, president at QuestionCopyright.org
32. INTERESTED IN LEARNING MORE?
VISIT OUR BLOG
CONTACT US
@FieldAgentInc | marketing@fieldagent.net