authentic response: an introduction march 20, 2006 confidential authentic response is a service of...
TRANSCRIPT
Authentic Response: An Introduction
March 20, 2006
Confidential • Authentic Response is a service of Return PathDo Not Reproduce or Distribute • www.authenticresponse.net
- 2 -Confidential • Authentic Response is a service of Return Path• Do Not Reproduce or Distribute • www.authenticresponse.net
Agenda
Background
The Evolution of Online Sampling
Your Research: Cost Effective and Efficient
The Authentic Response Approach to Online Sample
The Authentic Response Panel
Panel Hygiene and Maintenance
Panelist Experience
Resources and Investments
Summary
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EXPERIENCE EVOLUTION
The Evolution of Authentic Response
Since 1999 our company, operating under the Survey Direct name, has
helped market researchers with all of their online sampling needs.
In 2004, we were acquired by Return Path, the leader in email performance
solutions.
Now known as Authentic Response,
we continue to employ best of breed solutions
to ensure our clients get the most:
• Representative samples
• Engaged panelists
• Data Validity
Authentic Response is dedicated to providing
our clients with the best experience possible: • Ongoing security
measures• The latest
technology to better profile our
panelists• Recruiting methods
constantly evaluated to ensure a low
incidence representation
CONSTANT INNOVATION
CONSTANT INNOVATION
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1Online Market Research
Sample Solutions
2Customer
AcquisitionSolutions
5StrategicSolutions
3List QualitySolutions
4Delivery
AssuranceSolutions
Authentic Response is a Division of Return Path
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The Evolution of Online Sample
Market Research Methods Can be Costly and Time-Consuming
“Fieldwork” & “Intercepts”• House to house surveys• Telephone interviewing• Street/Mall intercepts• Mystery shopping• Structured
observation
CATIComputer Assisted Telephone Interviewing
CAPIComputer Assisted Personal Interviewing
OnlineSample
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Your Research: Cost Effective and Efficient
Quick, Easy and Effective Delivery
Faster Turn-Around Time
Most Cost Effective Research Method Available
Sample Sources and Capabilities
Select from Panelist Profiles and Pre-Qualify in Advance
Authentic Response from an Authentic Panel
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Authentic Response doesn’t leveraging Return Path’s customer acquisition business-line, recruiting survey takers when they opt-in to receive information from third party web sites.
The Authentic Response Approach to Online Sample
Authentic Response constantly develops and implements intelligent technology to ensure only the most appropriatepanelists are qualified.
The anonymity of email respondents can lead to skewed data if the respondents are qualified
Solutions:
Recruiting practices in this industry are questionable, most recruiting techniques are simply incentive-based.
Solutions:
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Authentic Response Advantages
4M+ respondents
Passive Recruitment
100% Double Opt-In
Multi-sourced
10,000 new, unique registration daily from around the world 0%
20%
40%
60%
80%
100%
Respondents
Authentic Response Panel
26%Int’l26%Int’l
74%US
74%US
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Authentic Response Panel
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Basic Profile Information
GenderAgeEthnicityMarital statusChildren in household / agesHousehold incomePhone #StateCountry of originEmail domain
Internet connection speedCredit card usageDominant languageOccupationJob titleJob function (buyer, etc)Business categoriesBusiness revenuesOnline purchases# of employees
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Specialty Panels: Example of IT Profiling Depth
IT JOB FUNCTIONSCIO / CTO / CSOIT ManagementIT ProfessionalSystem / Network / Architecture Administration
– NT, Unix, Solaris, Linux, Novell, Cisco, LAN / WAN, WiFi
Software Developer / Programmer / Engineer
– Java, J2EE, Linux, C++, XML, Visual Basic
Project ManagementDatabase Administration / Development
– Oracle
Web Development / Webmaster
IT MARKET SEGMENTSCRMERP – SAP, SAS, Oracle, SiebelMiddleware / Web ServicesNetworking / VPNSecurityStorageWireless / Mobile ComputingVAR / VAD / ISVOracle / DatabaseIBM 390 / WebSphereLinux / Unix
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Response Rates
TYPICAL RESPONSE RATES
Consumer: 5-20%
B2B: 3-10%
INFLUENCING FACTORS
Reminder Emails
Incentives
Response rates vary depending on audience, survey length, and topic.
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Panel Hygiene and Maintenance
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Panel Hygiene and Maintenance
Rules for participation (Similar Topics / Product category / Member)– Ability to exclude respondents across similar product categories.– Merge / Purge capabilities for similar topics
Estimating required sample needs– Sample expertise assures appropriate plan is in place prior to fielding
Management of soft and hard email bounces
Slow removal of panelists in “bad standing”
Email Change of Address updating
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Panelist Experience
Avoiding Panel Fatigue & Survey Completion Monitor – No more than 3 invitations sent per month– 1 – 2 surveys completed per month
Estimating required sample needs– Sample expertise assures appropriate plan is in place prior to fielding & avoids
overuse of panelists
Incentives are determined on a project by project basis:– Audience, topic, and length of survey – Rewards are dynamic and controlled by the respondent
Termination Sweepstakes – Offered for those who qualify but are terminated
due to incidence and / or cell quotas
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Panelist Experience
InvitationThank You
Page
Confirmation
Pre-Qualification
ClientSurvey
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Panelist Confirmation
Respondent Verification and Security
Email Used Test
Cookie Tests
Known Proxy / Anonymous Test
Email Block Test
IP Block Test
Pre-Qualification
Confirmation step
Additional Prescreen
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SECURITY AND DATABest of breed, point based flagging system
Suspicious activity bars would-be professionals from entry
Cookie, IP Address, Known Proxy Servers, Good Standing
BRAIN TRUSTLeaders in the email deliverability space since 1996
Highest standards of integrity with both panelist and clients
Invested over $10M in deliverability email solutions
Resources and Investments
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Panel Hygiene and Maintenance
Panel fatigue and survey completion monitor
– No more than 3 invitations sent / month
– 1 – 2 surveys completed / month Rules for participation (similar topics / Product category / member)
– Depends on the nature of the project – Merge / Purge capabilities for similar topics
Estimating required sample needs– Based on field time, specifications and historical
experience
Management of soft and hard email bouncesSlow removal of panelists in “bad standing”Email Change of Address updating
We Go the ExtraMile to EnsureOur Panel isUp-to-Date
and Accurate
We Go the ExtraMile to EnsureOur Panel isUp-to-Date
and Accurate
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Summary
Providing quality sample since 1999Robust panel size: 4M respondentsAuthentic response advantage– 100% Double Opt-in
Forward thinking / best practices– Authentic Recruitment™– Authentic Validation™