Introducing Character Counts: Research on online and mobile surveys

Rebecca M.

Last year, Gongos research did a study comparing character counts from mobile vs. online surveys that surprised us. Contrary to what we would have expected based on our experience, they found that the average character counts for open-ended questions were similar between online and mobile surveys taken on smart phones, with the latter actually yielding slightly longer responses. Our hunch was these findings were explained not by the fact that people are eloquent in their mobile survey responses, but rather, that we are accustomed to seeing much longer online survey responses than are typically derived from a panel.MORE…

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What Is Digital Safari? (Next Gen Market Research Toolbox, Pt. 2)

Rebecca M.

Learn how consumers shop, browse, and create

Digital Safari is a computer-based ethnography that allows companies to observe their customers (or prospective customers) as they use websites, apps, online stores, or other tools.MORE…

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What Is a Heat Map? (Next Gen Market Research Toolbox, Pt. 1)

Rebecca M.


In part 1 of our “Next Generation Market Research Toolbox,” we explore heat maps and how heatmapping can be used in a market research setting – specifically within private online communities – to uncover customer insights.

What is a heat map?

A heat map is a visual representation of where users click on a static image, such as a webpage or uploaded graphic, in response to prompts, and (optionally) provide brief explanations of why they clicked where they did.

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It’s a Small World After All (Thanks to Facebook)

Rebecca M.

Last week, I read a post on TechCrunch about how Paul Butler, an engineering intern at Facebook, created an awesome data visualization of about 10,000,000 pairs of Facebook friends around the world.MORE…

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What Do You Know?

Rebecca M.

My role requires me to spend a good deal of time thinking about what I don’t know, which is more fun than it may sound. I investigate new tools which have the potential to be used with our communities to uncover members’ insights in new ways. This exposes me to a world of innovative developers, apps and ideas that are constantly changing to keep up with the increasingly technology-centric consumer, which I think is pretty damn cool.

Learning to think about problems and potential solutions in entirely new ways has been both exciting and humbling. Our innovative process has made me more and more aware of what I don’t know—converting “unknown unknowns” into “known unknowns.”MORE…

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