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D3: GOR Best Practice Award 2017 Competition II
Real-time-behavioral in sampling field work: Emotional state of the respondent
1GapFish, Germany; 2pangea labs, Germany; 3Mediengruppe RTL, Germany
The standard process of recruiting online survey respondents is email- or ad hoc survey invitation. With the growing amount of emails and decreasing participation rates this research invitation channels become more and more challenging. This study implemented a new way of recruiting allowing a real-time-behavioral sampling-approach and is far beyond ad hoc website recruiting procedures as it is not only limited to one website and the administrative rights to that website, but is open to any potential web activity that can be tracked. Panelists who installed passive meter software measuring continuously their comprehensive online and mobile internet behavior were recruited via push-notification to participate in an online-survey regarding their in the moment emotional status.
The recruiting process itself happens after a defined event: Therefore a set of 19 websites from 9 different categories (e.g. news, social media, search, media center) were determined: when the panelist reached one of these predefined websites during his natural internet usage the push-notification onto his computer popped up automatically and invited him to the online-survey. The questionnaire contained amongst other scales regarding the emotional status and impulsive shopping behavior.
Results indicate the important role of emotions during the internet usage for both reported and observed data. Three different emotional categories were extracted from the questionnaire data: the disgruntled, the optimists and the burnt-outs. As expected results showed differences in their emotional status regarding various websites. First analysis of the behavioral data showed participants media in the course of the day: therefore each website was categorized by a semi-automatically machine learning method. Afterwards it was possible to represent for each participant its individual digital customer journey for different space of time reducing complexity culminating in nine different content categories.
To sum up: the present studies combined for the first time observed and reported data in a natural real-time-sampling approach. First promising analyses indicate the power of combining both data sources in one research frame.
Mobility behaviour and smartphone usage of Millennials - capturing the moment-of-truth
Porsche AG, Germany
Relevance/research question: While the smartphone is highly important to Millenials, many studies suggest that car ownership and usage is declining among the young. In the age of digitalization and new mobility concepts it is crucial for Porsche AG to gain in-depth understanding of the relationship of cars and smart devices among Millenials. Porsche conducted a mobile research project to study the mobility mix of young people, their emotional experience of transportation usage and their smartphone usage while being on the move.
Methods/data: Porsche AG developed an app to survey mobility behavior and smartphone usage in the moment-of-truth. With the app participants documented their mobility behavior by “checking in and out” each time they started or ended a trip. With every check-in and check-out they received a brief questionnaire on i.e. why they chose the transportation means, the purpose of the trip, their overall evaluation and emotional experience of the trip and their smartphone usage during the trip. The study was conducted with 6 universities in Germany and Switzerland.
Results: Even though the majority of Millenials did not own a car, cars have a high emotional appeal to them. Trips made by car as well as trips by bike are among the best rated ones. In the mobility mix cars and bikes have a unique positioning: while both have in common to provide flexibility, the car is mainly chosen for comfort reasons whereas the bike is chosen for fun. Both are thus perfectly fitting Millenials’ needs for freedom, fun and convenience. The study also revealed that when being on the move Millenials mostly use their smartphone to communicate with their peers. In this context the car provides a private space like no other means of transportation.
Added value: Our research design allows to capture mobility behavior and smartphone usage and the related emotional experience in the moment-of truth. This led to deep and comprehensive insights even though only brief questionnaires were applied. The study strongly helped in understanding smartphone usage by means of transportation which is crucial for the development of connectivity services in the automotive context.
Using In-Context-Testing to drive success of online display marketing
1eye square GmbH, Germany; 2Aktion Mensch e.V., Germany
Relevance & Research Question:
Media budgets for online ads are rising year-by-year. Advertisers need to understand how their various banner campaigns perform in terms of both creative guidelines (create compelling creative executions) and media planning (which ads and formats should be used). In 2016, Aktion Mensch conducted an ad effectiveness study on their online display campaigns. By simulating a realistic media contact we investigated the question how the different ads do perform in terms of awareness, image, and buying intention. Which ad can hold the users’ attention the longest? Are there differences between formats? Which ad execution attracts consumers in the most successful way?
Methods & Data:
We tested 10 different creatives with 1000 participants in an online study in six fielding days. The In-Context-testing-method employs a hidden design in order to produce realistic results: The original ads are inserted into a live website and the respondents’ task is browsing this website for some minutes, during which attention is captured using their webcam. Afterwards users are invited to answer ad effectiveness questions. Additionally, a reaction time based tool was deployed to assess effects on the implicit brand image.
The results demonstrate a clear effect of the different creatives. Attention on the ads varies from 400 ms to over 1,5 sec. Some ads were looked at only by 17% while others could attract the attention of half of the users. The effects were stronger for different creatives than for different formats. The different motives showed unique ad effectiveness patterns and general guidelines for the production of display ads were derived.
In our presentation we will show how state of the art online attention research tools are combined to a comprehensive test suite and easily applied to consumer understanding in digital marketing. Copy testing for digital communication leads to deep insights about how digital marketing communication is perceived, what is internalized by the users and how a successful creative execution should look like. It will underline how important it is for an advertiser to drive success of his online marketing campaigns with the help of consumer-centric, data-driven optimizations.
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Conference: GOR 17
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