bernie malinoff main stage - 2011

Main  Stage,  November  3,  2011  

The Road to Survey Extinction Bernie Malinoff, element54

A  Presenta*on  from  the  Fes*val  of  NewMR  Main  Stage  –  November  3,  2011  

Bernie Malinoff, element54 (Canada) Festival of NewMR 2011 - Session 6 Schedule: 5:30pm – 7:30pm (GMT)

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Copyright 2011 element54 Inc. All rights reserved. Permission to copy and distribute this document is granted subject to the following: The materials provided herein are for internal, non-commercial use only, and any copies or portions thereof must include the copyright notice, and reference the author, element54.

bernie.malinoff@element-­‐54.com  @berniemalinoff      

The  Road  to  Survey  Extinction  

Bernie Malinoff, element54 (Canada) Festival of NewMR 2011 - Session 6 Schedule: 5:30pm – 7:30pm (GMT)

What’s  the  Problem?  

Bernie Malinoff, element54 (Canada) Festival of NewMR 2011 - Session 6 Schedule: 5:30pm – 7:30pm (GMT)

Is  it  getting  any  better?  

Bernie Malinoff, element54 (Canada) Festival of NewMR 2011 - Session 6 Schedule: 5:30pm – 7:30pm (GMT)

Bernie Malinoff, element54 (Canada) Festival of NewMR 2011 - Session 6 Schedule: 5:30pm – 7:30pm (GMT)

Research-­‐on-­‐Research  Studies  

Sexy  Ques9ons,  Dangerous  Results  

(2009)  

Eyes  Don’t  Lie  (2010)  

How  Far  is  Too  Far  (2011)  

Bernie Malinoff, element54 (Canada) Festival of NewMR 2011 - Session 6 Schedule: 5:30pm – 7:30pm (GMT)

Basic,  Flash,  Gamification  

Bernie Malinoff, element54 (Canada) Festival of NewMR 2011 - Session 6 Schedule: 5:30pm – 7:30pm (GMT)

The  Battle  Ground?  -­‐  Dinosaurs  vs.  Digital  Warriors  

Bernie Malinoff, element54 (Canada) Festival of NewMR 2011 - Session 6 Schedule: 5:30pm – 7:30pm (GMT)

(Public)  Focus  on  Usability  

Data  Consistency  

Survey  Usability  

Bernie Malinoff, element54 (Canada) Festival of NewMR 2011 - Session 6 Schedule: 5:30pm – 7:30pm (GMT)

Interface  Options  =  Data  Chaos  

Bernie Malinoff, element54 (Canada) Festival of NewMR 2011 - Session 6 Schedule: 5:30pm – 7:30pm (GMT)

Purpose  Driven  Innovation  -­‐  eg:  Straightlining  

-­‐32%  

-­‐54%  

Bernie Malinoff, element54 (Canada) Festival of NewMR 2011 - Session 6 Schedule: 5:30pm – 7:30pm (GMT)

Not  just  visuals;  think  Game-­‐based  “wording”  

Bernie Malinoff, element54 (Canada) Festival of NewMR 2011 - Session 6 Schedule: 5:30pm – 7:30pm (GMT)

Survey  Completion  Time  &  Respondent  Enjoyment  

Having  fun,  thinking  more?  

Bernie Malinoff, element54 (Canada) Festival of NewMR 2011 - Session 6 Schedule: 5:30pm – 7:30pm (GMT)

Barriers  to  Adoption/Evolution  

Scalability   Norms  

Bernie Malinoff, element54 (Canada) Festival of NewMR 2011 - Session 6 Schedule: 5:30pm – 7:30pm (GMT)

Bernie Malinoff, element54 (Canada) Festival of NewMR 2011 - Session 6 Schedule: 5:30pm – 7:30pm (GMT)

Bernie Malinoff, element54 (Canada) Festival of NewMR 2011 - Session 6 Schedule: 5:30pm – 7:30pm (GMT)

Creativity  vs.  Scalability  

“Gamifica9on  is  here  to  stay;  the  concept  is  simply  too  ubiquitous  in  the  digital  domain  (and  arguably  intrinsic  to  the  human  condi9on)  for  market  research  not  to  incorporate  

various  aspects  of  game  theory  into  the  research  process.  The  challenge  will  be  scalability  for  those  companies  that  depend  on  the  produc7on  aspects  of  data  collec7on  as  key  profit  drivers;  many  aspects  of  the  game  process,  par7cularly  the  user  interface,  requires  as  much  art  as  it  does  science  and  

crea7vity  is  pre>y  tough  to  opera7onalize”.    

-­‐  Leonard  Murphy,  @lennyism  

Bernie Malinoff, element54 (Canada) Festival of NewMR 2011 - Session 6 Schedule: 5:30pm – 7:30pm (GMT)

Is  ‘Basic’  survey  extinction  inevitable?  

Bernie Malinoff, element54 (Canada) Festival of NewMR 2011 - Session 6 Schedule: 5:30pm – 7:30pm (GMT)

Q  &  A  

Bernie Malinoff Element54

Andrew Jeavons Survey Analytics

Bernie Malinoff, element54 (Canada) Festival of NewMR 2011 - Session 6 Schedule: 5:30pm – 7:30pm (GMT)

ì Thank  you  

Copyright 2011 distribute this document is granted subject to the following: The materials provided herein are for internal, non-commercial use only, and any copies or portions thereof must include the copyright notice, and reference the author, element54.

Email:  bernie.malinoff@element-­‐54.com  Twi\er:  @berniemalinoff    

Main  Stage,  November  3,  2011  

The Road to Survey Extinction Bernie Malinoff, element54

A  Presenta*on  from  the  Fes*val  of  NewMR  Main  Stage  –  November  3,  2011