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CHRISTIAN DÖSSEL

FLORIAN TRESS

PERSONALITY

MATTERS
WHO WE ARE

CONSUMERS

NORSTAT

MM-EYE

END CLIENTS

Masters of the Art of Market Research

Follow us: @olympiamilano @FTress #GOR14

2
THE COMPOSITION OF WORKING MROCs
RECRUITMENT

NO WILLINGNESS
TO PARTICIPATE /
NO AVAILABILITY

FIELD PERFORMANCE

NO LOGIN /
SAMPLE FAILURE

RECRUITMENT
 over recruitment
 phone call to enhance
commitment
 reminder mails

LURKERS
SILENT OBSERVERS

REGULAR
PARTICIPANTS

OUTSTANDING
PARTICIPANTS

FIELD PERFORMANCE
 Would it be possible to recruit outstanding participants only?
 To what degree is performance a matter of participants' personality?
 What is the personality of outstanding participants?
 Is performance a matter of social dynamics / formation of social roles?

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3
THE BIG FIVE PERSONALITY TRAITS



accounting for different traits in personality without overlapping
high consistency in interviews, self-descriptions and observations
openness

conscentiousness

extraversion

emotional
stability

open
average
conventional

extroverted

X

average

agreeableness

agreeable

X

introverted

Follow us: @olympiamilano @FTress #GOR14

average
disagreeable

emotional stable

X

average
neurotic

conscientious

X

average
spontaneous

=

243
personality
profiles
4
THE STUDY DESIGN
GROUP 1
 all participants score average values in
every domain of their personality

GROUP 2
 all participants score average values in
every domain of their personality
 but there is exactly one dimension with
extreme positive or extreme negative values

openness

openness

conscentiousness

emotional stability

extraversion

agreeableness

Follow us: @olympiamilano @FTress #GOR14

conscentiousness

emotional stability

extraversion

agreeableness

5
REQUIREMENTS
 Modular software: diary,
community, surveys, media
uploads
 Multiple topics: performance
as a matter of relevance

Follow us: @olympiamilano @FTress #GOR14

6
RECRUITING
PRE-SCREENING OF 2.627 PANELISTS

560 ELIGIBLE PANELISTS (IR: 21%)
2.067 NON-ELIGIBLE PANELISTS
169 PANELISTS

391 PANELISTS

SCREENING OF 560 PANELISTS

GROUP 1

GROUP 2

invitations to 50 selected panelists
to get 20 participants

invitations to 70 selected panelists
to get 20 participants

CONVERSION: 40%

CONVERSION: 29%

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7
CONVERSION

REGISTERED
PARTICIPANTS

ACTIVE
PARTICIPANTS

Group 1

40% (20)

55% (11)

Group 2

29% (20)

55% (11)

Conscientious

50%

67%

Unconscientious

43%

100%

Agreeable

25%

50%

Disagreeable

43%

67%

Emotional labile

25%

50%

Emotional stable

25%

0%

Open

50%

33%

0%

n/a

Extroverted

33%

50%

Introverted

0%

n/a

CONVERSION TO

Conventional

Follow us: @olympiamilano @FTress #GOR14

RECRUITMENT
• Different personalities seem to have a
different likeability to join a MROC.
• Introverted and conventional people pose
a risk to be underrepresented.
• On the other hand, unconscientious and
disagreeable people tend to be
overrepresented.

FIELD PERFORMANCE
• However, on the surface, both groups
performed similarly, once they were
recruited.
• But on closer inspection, there are huge
differences between different personality
profiles.
8
PERSONALITY TRAITS: AGREEABLENESS




Agreeable individuals value getting along with others. They
are generally considerate, kind, generous, trusting and
trustworthy, helpful, and willing to compromise their interests
with others.
Agreeable people also have an optimistic view of human
nature.

Agreeable person in respect to possible risks of online dating:
"… an awful lot of things can go wrong. For example you
could meet you boss or your neighbor on an online-dating
platform, it is unpredictable…"
Disagreeable person regarding same topic:
"… I find it very risky to look for a partner this way. Especially
young people are very easy for someone and really know
nothing about the other person…"

Follow us: @olympiamilano @FTress #GOR14

9
PERSONALITY TRAITS: AGREEABLENESS


Disagreeable participants showed a competitive attitude,
e.g. strived to obtain a special status in the community (first /
last post of the day).



They were more likely to take extreme positions during the
discussions and were stimulated by controversies. These
extreme positions potentially intimidated other participants
from contributing to these discussions.



Our findings suggest, that disagreeable persons are more
likely to join a community and to participate actively.



In contrasts, agreeable participants were not remarkable in
an either positive or negative way.

Follow us: @olympiamilano @FTress #GOR14

10
PERSONALITY TRAITS: EXTRAVERSION


The trait is marked by pronounced engagement with the
external world. Extraverts enjoy interacting with people, and
are often perceived as full of energy. They tend to be
enthusiastic, action-oriented individuals.



Extroverted person about early childhood care:
"... children do join childhood care earlier and earlier so that
parents can continue working much quicker. Children are
getting more independent than in previous times. It is
important that children learn how to deal with technology
very early, it is important for their working life..."



As mentioned before, we were not able to recruit
introverted participants.

Follow us: @olympiamilano @FTress #GOR14

11
PERSONALITY TRAITS: EXTRAVERSION


As expected, extroverted participants are very likely to open
a discussion by writing the first post. They serve as a good
example for other participants and break the ice in a
community.



Extroverted participants are very receptive for positive
recognition by the moderator. Their behavior can easily be
reinforced positively.



Like disagreeable participants, extroverted participants
strived to obtain a special status with their posts, e.g. first or
last posts of a thread or a summary of the day.

Follow us: @olympiamilano @FTress #GOR14

12
PERSONALITY TRAITS:
CONSCIENTIOUSNESS






Conscientiousness is a tendency to show self-discipline, act
dutifully, and aim for achievement against measures or
outside expectations.
High scores on conscientiousness indicate a preference for
planned rather than spontaneous behavior.

Conscientious person about online dating:
"… face to face is the only true communication to begin a
partnership because otherwise I do not know if my opposite
is lying or not. Nowadays everybody seems to be cowards,
easily hiding behind computer screens and longing for the
dream prince or princess. But reality is different…"

Follow us: @olympiamilano @FTress #GOR14

13
PERSONALITY TRAITS:
CONSCIENTIOUSNESS


With regards to the activity level, conscientiousness has no
impact on the general amount of contributions.



However, unconscientious / spontaneous participants had a
slightly different style when contributing to the community.
They used more abbreviations, enumerations and
incomplete sentences than conscientious participants.



Only in some very involving topics, unconscientious
participants got more into the topic. It seems that
unconscientious participants have difficulties to get deeply
engaged with a topic.

Follow us: @olympiamilano @FTress #GOR14

14
PERSONALITY TRAITS:
EMOTIONAL STABILITY






Being emotionally instable (neurotic) is the tendency to
experience negative emotions, such as anger, anxiety, or
depression.
Those who score high in neuroticism are emotionally
reactive and vulnerable to stress. They are more likely to
interpret ordinary situations as threatening, and minor
frustrations as hopelessly difficult.
Emotionally instable person about car-sharing
"… the success is surely on the cheap alternative for people
who only need the car very little…"
"… typical user: living in the city, because car-sharing is not
common in rural areas, either single or family (in that case:
car sharing as second car)… "

Follow us: @olympiamilano @FTress #GOR14

15
PERSONALITY TRAITS:
EMOTIONAL STABILITY


Emotional stable participants were not remarkable in an
either positive or negative way.



On the other hand, emotional instable participants
contributed in a very restrained way: a lot of descriptive
posts, extensive use of impersonal pronouns, confirmation of
what has already been said, avoiding to take a personal
standpoint.



It is open to question, if this personality profile has a function
in MROCs: these participants are neither moderating /
counterbalancing extreme positions, nor adding new
arguments to the discussion.

Follow us: @olympiamilano @FTress #GOR14

16
PERSONALITY TRAITS: OPENNESS






Open people are, when compared to closed people, more
creative and more aware of their feelings. They are more
likely to hold unconventional beliefs.
On average, people who register high in openness are
intellectually curious, open to emotion, and willing to try new
things.

Open person about differences between renting and
owning a house:
"Whether there is a typical tenant, I do not know. Many do
not have the ability to build a house, financially or for other
reasons. A homeowner is proud of its acquisition in general
and often looks down from above on the tenant. For him,
tenants are almost second-class citizens. Typical saying a
homeowner is "Yes, my tenants ..."

Follow us: @olympiamilano @FTress #GOR14

17
PERSONALITY TRAITS: OPENNESS


Participants with an open personality generally answered in
complete sentences, are specific, weight their arguments
and use examples to underline them. They reacted
positively upon new content and follow-up questions.



These participants are absolutely vital for MROCs. They
support the moderator by providing a lot of stepping stones
for getting deeper into the topic. Usually, their contributions
are very meaningful and make the interpretation of the
contents easier.



Conventional participants could not be recruited. A possible
reason is an aversion to the “new experience” of an MROC
(against the backdrop of a known panel membership).

Follow us: @olympiamilano @FTress #GOR14

18
GROUP DYNAMICS


There is no evidence, that heterogeneous groups (GROUP 2)
are per se more dynamic than homogenous groups (GROUP
1). However, there are differences in the dynamics.



Homogenous groups less variance in the activity level of
their group members. New stimuli generate an even level of
engagement with the discussion.



On the other hand, heterogeneous groups tend to be very
selective with regards to stimuli: if they are too controversial,
they intimidate some participants while provoking others at
the same time. These groups require a more thorough
moderation, to get every participant involved.

Follow us: @olympiamilano @FTress #GOR14

19
WHAT ABOUT THE PARTICIPANTS?


In average, the heterogeneous group was more satisfied with the overall community
experience. Even though there had been irrelevant posts as well, the multitude of different
opinions and statements increased the value of participating.
GROUP 1

GROUP 2

Overall Satisfaction
The posts of other participants were interesting to me.
The questions were clear and concise.
I did ok with other participants.
I would participate again in this community.

I would have liked, if others revealed more about them.
It was fun to discuss with other people.
I have learned something new in this community.

Follow us: @olympiamilano @FTress #GOR14

20
SUMMARY I
PERSONALITY MATTERS
 Open and extroverted participants have a clear value for
the discussion in MROCs.
 Disagreeable participants can spice up the composition of
a group, but should be supervised by the moderator.
 Including emotionally labile participants seems to add no
value to the discussions.

COMPOSITION MATTERS
 It’s easy to blight the dynamics of a group, it’s hard to
create dynamics.
 Homogenous groups run risk to lack new impulses from
different perspectives.
 Heterogeneous groups run risk that single members loose
track with the rest of the group.

Follow us: @olympiamilano @FTress #GOR14

21
SUMMARY II
MODERATION MATTERS
 Although there has to be conducted additional research to
support the findings, knowing personality traits for
community members help moderation to…
 … control undesirable effects
 … steer "ideal" composition of communities
 … moderate more individually according to the traits
 … optimize the interplay of research objectives,
methodical setup of the community and participation
 … better - and more targeted - motivate participants
and help to a more satisfactory research experience

Follow us: @olympiamilano @FTress #GOR14

22
DISCUSSION


Inter-dependence of single personality traits: working with complex personality profiles (e.g.
open, extroverted and agreeable)



How to deal with MROCs about topics that correlate with personality traits (e.g. fashion,
drinking out, …)

Follow us: @olympiamilano @FTress #GOR14

23
CHRISTIAN DÖSSEL

MANAGING DIRECTOR
MM-EYE
christian.doessel@mm-eye.com
+49 (0) 40 3068 88-28
@olympiamilano

FLORIAN TRESS

DIRECTOR R&D
NORSTAT DEUTSCHLAND
florian.tress@norstat.de
+49 (0) 89 5480 194-41
@FTress

Follow credit: morguefile.com
image us: @olympiamilano @FTress #GOR14

24

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Personality Matters - Qualitative Online Research

  • 2. WHO WE ARE CONSUMERS NORSTAT MM-EYE END CLIENTS Masters of the Art of Market Research Follow us: @olympiamilano @FTress #GOR14 2
  • 3. THE COMPOSITION OF WORKING MROCs RECRUITMENT NO WILLINGNESS TO PARTICIPATE / NO AVAILABILITY FIELD PERFORMANCE NO LOGIN / SAMPLE FAILURE RECRUITMENT  over recruitment  phone call to enhance commitment  reminder mails LURKERS SILENT OBSERVERS REGULAR PARTICIPANTS OUTSTANDING PARTICIPANTS FIELD PERFORMANCE  Would it be possible to recruit outstanding participants only?  To what degree is performance a matter of participants' personality?  What is the personality of outstanding participants?  Is performance a matter of social dynamics / formation of social roles? Follow us: @olympiamilano @FTress #GOR14 3
  • 4. THE BIG FIVE PERSONALITY TRAITS   accounting for different traits in personality without overlapping high consistency in interviews, self-descriptions and observations openness conscentiousness extraversion emotional stability open average conventional extroverted X average agreeableness agreeable X introverted Follow us: @olympiamilano @FTress #GOR14 average disagreeable emotional stable X average neurotic conscientious X average spontaneous = 243 personality profiles 4
  • 5. THE STUDY DESIGN GROUP 1  all participants score average values in every domain of their personality GROUP 2  all participants score average values in every domain of their personality  but there is exactly one dimension with extreme positive or extreme negative values openness openness conscentiousness emotional stability extraversion agreeableness Follow us: @olympiamilano @FTress #GOR14 conscentiousness emotional stability extraversion agreeableness 5
  • 6. REQUIREMENTS  Modular software: diary, community, surveys, media uploads  Multiple topics: performance as a matter of relevance Follow us: @olympiamilano @FTress #GOR14 6
  • 7. RECRUITING PRE-SCREENING OF 2.627 PANELISTS 560 ELIGIBLE PANELISTS (IR: 21%) 2.067 NON-ELIGIBLE PANELISTS 169 PANELISTS 391 PANELISTS SCREENING OF 560 PANELISTS GROUP 1 GROUP 2 invitations to 50 selected panelists to get 20 participants invitations to 70 selected panelists to get 20 participants CONVERSION: 40% CONVERSION: 29% Follow us: @olympiamilano @FTress #GOR14 7
  • 8. CONVERSION REGISTERED PARTICIPANTS ACTIVE PARTICIPANTS Group 1 40% (20) 55% (11) Group 2 29% (20) 55% (11) Conscientious 50% 67% Unconscientious 43% 100% Agreeable 25% 50% Disagreeable 43% 67% Emotional labile 25% 50% Emotional stable 25% 0% Open 50% 33% 0% n/a Extroverted 33% 50% Introverted 0% n/a CONVERSION TO Conventional Follow us: @olympiamilano @FTress #GOR14 RECRUITMENT • Different personalities seem to have a different likeability to join a MROC. • Introverted and conventional people pose a risk to be underrepresented. • On the other hand, unconscientious and disagreeable people tend to be overrepresented. FIELD PERFORMANCE • However, on the surface, both groups performed similarly, once they were recruited. • But on closer inspection, there are huge differences between different personality profiles. 8
  • 9. PERSONALITY TRAITS: AGREEABLENESS   Agreeable individuals value getting along with others. They are generally considerate, kind, generous, trusting and trustworthy, helpful, and willing to compromise their interests with others. Agreeable people also have an optimistic view of human nature. Agreeable person in respect to possible risks of online dating: "… an awful lot of things can go wrong. For example you could meet you boss or your neighbor on an online-dating platform, it is unpredictable…" Disagreeable person regarding same topic: "… I find it very risky to look for a partner this way. Especially young people are very easy for someone and really know nothing about the other person…" Follow us: @olympiamilano @FTress #GOR14 9
  • 10. PERSONALITY TRAITS: AGREEABLENESS  Disagreeable participants showed a competitive attitude, e.g. strived to obtain a special status in the community (first / last post of the day).  They were more likely to take extreme positions during the discussions and were stimulated by controversies. These extreme positions potentially intimidated other participants from contributing to these discussions.  Our findings suggest, that disagreeable persons are more likely to join a community and to participate actively.  In contrasts, agreeable participants were not remarkable in an either positive or negative way. Follow us: @olympiamilano @FTress #GOR14 10
  • 11. PERSONALITY TRAITS: EXTRAVERSION  The trait is marked by pronounced engagement with the external world. Extraverts enjoy interacting with people, and are often perceived as full of energy. They tend to be enthusiastic, action-oriented individuals.  Extroverted person about early childhood care: "... children do join childhood care earlier and earlier so that parents can continue working much quicker. Children are getting more independent than in previous times. It is important that children learn how to deal with technology very early, it is important for their working life..."  As mentioned before, we were not able to recruit introverted participants. Follow us: @olympiamilano @FTress #GOR14 11
  • 12. PERSONALITY TRAITS: EXTRAVERSION  As expected, extroverted participants are very likely to open a discussion by writing the first post. They serve as a good example for other participants and break the ice in a community.  Extroverted participants are very receptive for positive recognition by the moderator. Their behavior can easily be reinforced positively.  Like disagreeable participants, extroverted participants strived to obtain a special status with their posts, e.g. first or last posts of a thread or a summary of the day. Follow us: @olympiamilano @FTress #GOR14 12
  • 13. PERSONALITY TRAITS: CONSCIENTIOUSNESS    Conscientiousness is a tendency to show self-discipline, act dutifully, and aim for achievement against measures or outside expectations. High scores on conscientiousness indicate a preference for planned rather than spontaneous behavior. Conscientious person about online dating: "… face to face is the only true communication to begin a partnership because otherwise I do not know if my opposite is lying or not. Nowadays everybody seems to be cowards, easily hiding behind computer screens and longing for the dream prince or princess. But reality is different…" Follow us: @olympiamilano @FTress #GOR14 13
  • 14. PERSONALITY TRAITS: CONSCIENTIOUSNESS  With regards to the activity level, conscientiousness has no impact on the general amount of contributions.  However, unconscientious / spontaneous participants had a slightly different style when contributing to the community. They used more abbreviations, enumerations and incomplete sentences than conscientious participants.  Only in some very involving topics, unconscientious participants got more into the topic. It seems that unconscientious participants have difficulties to get deeply engaged with a topic. Follow us: @olympiamilano @FTress #GOR14 14
  • 15. PERSONALITY TRAITS: EMOTIONAL STABILITY    Being emotionally instable (neurotic) is the tendency to experience negative emotions, such as anger, anxiety, or depression. Those who score high in neuroticism are emotionally reactive and vulnerable to stress. They are more likely to interpret ordinary situations as threatening, and minor frustrations as hopelessly difficult. Emotionally instable person about car-sharing "… the success is surely on the cheap alternative for people who only need the car very little…" "… typical user: living in the city, because car-sharing is not common in rural areas, either single or family (in that case: car sharing as second car)… " Follow us: @olympiamilano @FTress #GOR14 15
  • 16. PERSONALITY TRAITS: EMOTIONAL STABILITY  Emotional stable participants were not remarkable in an either positive or negative way.  On the other hand, emotional instable participants contributed in a very restrained way: a lot of descriptive posts, extensive use of impersonal pronouns, confirmation of what has already been said, avoiding to take a personal standpoint.  It is open to question, if this personality profile has a function in MROCs: these participants are neither moderating / counterbalancing extreme positions, nor adding new arguments to the discussion. Follow us: @olympiamilano @FTress #GOR14 16
  • 17. PERSONALITY TRAITS: OPENNESS    Open people are, when compared to closed people, more creative and more aware of their feelings. They are more likely to hold unconventional beliefs. On average, people who register high in openness are intellectually curious, open to emotion, and willing to try new things. Open person about differences between renting and owning a house: "Whether there is a typical tenant, I do not know. Many do not have the ability to build a house, financially or for other reasons. A homeowner is proud of its acquisition in general and often looks down from above on the tenant. For him, tenants are almost second-class citizens. Typical saying a homeowner is "Yes, my tenants ..." Follow us: @olympiamilano @FTress #GOR14 17
  • 18. PERSONALITY TRAITS: OPENNESS  Participants with an open personality generally answered in complete sentences, are specific, weight their arguments and use examples to underline them. They reacted positively upon new content and follow-up questions.  These participants are absolutely vital for MROCs. They support the moderator by providing a lot of stepping stones for getting deeper into the topic. Usually, their contributions are very meaningful and make the interpretation of the contents easier.  Conventional participants could not be recruited. A possible reason is an aversion to the “new experience” of an MROC (against the backdrop of a known panel membership). Follow us: @olympiamilano @FTress #GOR14 18
  • 19. GROUP DYNAMICS  There is no evidence, that heterogeneous groups (GROUP 2) are per se more dynamic than homogenous groups (GROUP 1). However, there are differences in the dynamics.  Homogenous groups less variance in the activity level of their group members. New stimuli generate an even level of engagement with the discussion.  On the other hand, heterogeneous groups tend to be very selective with regards to stimuli: if they are too controversial, they intimidate some participants while provoking others at the same time. These groups require a more thorough moderation, to get every participant involved. Follow us: @olympiamilano @FTress #GOR14 19
  • 20. WHAT ABOUT THE PARTICIPANTS?  In average, the heterogeneous group was more satisfied with the overall community experience. Even though there had been irrelevant posts as well, the multitude of different opinions and statements increased the value of participating. GROUP 1 GROUP 2 Overall Satisfaction The posts of other participants were interesting to me. The questions were clear and concise. I did ok with other participants. I would participate again in this community. I would have liked, if others revealed more about them. It was fun to discuss with other people. I have learned something new in this community. Follow us: @olympiamilano @FTress #GOR14 20
  • 21. SUMMARY I PERSONALITY MATTERS  Open and extroverted participants have a clear value for the discussion in MROCs.  Disagreeable participants can spice up the composition of a group, but should be supervised by the moderator.  Including emotionally labile participants seems to add no value to the discussions. COMPOSITION MATTERS  It’s easy to blight the dynamics of a group, it’s hard to create dynamics.  Homogenous groups run risk to lack new impulses from different perspectives.  Heterogeneous groups run risk that single members loose track with the rest of the group. Follow us: @olympiamilano @FTress #GOR14 21
  • 22. SUMMARY II MODERATION MATTERS  Although there has to be conducted additional research to support the findings, knowing personality traits for community members help moderation to…  … control undesirable effects  … steer "ideal" composition of communities  … moderate more individually according to the traits  … optimize the interplay of research objectives, methodical setup of the community and participation  … better - and more targeted - motivate participants and help to a more satisfactory research experience Follow us: @olympiamilano @FTress #GOR14 22
  • 23. DISCUSSION  Inter-dependence of single personality traits: working with complex personality profiles (e.g. open, extroverted and agreeable)  How to deal with MROCs about topics that correlate with personality traits (e.g. fashion, drinking out, …) Follow us: @olympiamilano @FTress #GOR14 23
  • 24. CHRISTIAN DÖSSEL MANAGING DIRECTOR MM-EYE christian.doessel@mm-eye.com +49 (0) 40 3068 88-28 @olympiamilano FLORIAN TRESS DIRECTOR R&D NORSTAT DEUTSCHLAND florian.tress@norstat.de +49 (0) 89 5480 194-41 @FTress Follow credit: morguefile.com image us: @olympiamilano @FTress #GOR14 24