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Mobile Research, Moment of Truth. Evaluation of an electoral debate in Chile

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Mobile Research, Moment of Truth. Evaluation of an electoral debate in Chile

  1. 1. Mobile research: Moment of Truth Evaluation of an electoral debate in Chile ANTONIO J. GÓMEZ TNS South Cone Business Units Director antonio.gomez@tns-gallup.com.ar CARLOS OCHOA Netquest Marketing Manager cochoa@netquest.com
  2. 2. VERDAD El momento de la
  3. 3. ¿Es que Alexis nos esta engañando? ¿Es que Alexis no es el que metió el gol?
  4. 4. EMOCIONES DIFERENTES
  5. 5. mo men tos EMOCIONES DIFERENTES
  6. 6. VERDAD CUÁL ES EL? DELA
  7. 7. Investigación de Mercado y Social TRUTH Observación no participante Observación participante Muchos Totalmente Estructurado Nada Estructurado Pocos Focus Group Grupos Creativos Censo Entrevistas en Profundidad Encuesta “tradicional” Eye Track Registros poligráficos Big Data/ Data Mining MRI
  8. 8. la nueva herramienta para llegar al momento de la verdad MOBILE
  9. 9. PERO FUNCIONA?
  10. 10. COMO VALIDAR SI FUNCIONA? LA MEJOR MANERA DE SABERLO?
  11. 11. La percepción de los chilenos sobre las candidatas para la elección presidencial de Chile de 2013 tras el Debate, y su intención de voto
  12. 12. Requerimientos de la data collection DISPONIBILIDAD DE MUESTRA • Fiable • Confiable • De calidad uno TECNOLOGÍA CERCANA AL RESPONDIENTE • Simple • Cómoda de usar • Adaptada a la situación del respondiente dos CONTROL DEL “MOMENTO” • La respuesta sólo es válida si se produce en el “momento” tres
  13. 13. ► Desde App ► Experiencia homogénea ► Acceso integrado a cámara ► Posición GPS ► Sin conexión permanente ► Invitación “push” ENCUESTAS EN APP ► Intrusivas. ► Requieren permisos especiales. ► Baja aceptación en el usuario. La elección tecnológica, clave Dos soluciones de mobile data collection ► Desde navegador ► Cualquier dispositivo. ► Alta compatibilidad ► Poco intrusivo ► Sin permisos especiales. ► Posición GPS... Sí! ENCUESTAS ADAPTADAS ► Sin acceso integrado a cámara. ► Sin invitaciones “push”. ► Conexión permanente.
  14. 14. Diseño de recolección y resultados PANEL + ENCUESTA ADAPTADA + SMS Captación D - 1 Encuesta previa D - 1 Encuesta posterior D Respuestas “rápidas” N=179 Respuestas “lentas” N=247 TOTAL=426 Participan 1.110, verán el debate 716 (65%) y 681 (62%) desean participar. 461 (67%) tienen Smartphone y 320 (70%) aceptan usarlo en el estudio. Invitamos por smartphone= 294 Invitamos por e-mail= 279 +
  15. 15. ¿Qué obtuvimos? ¿Cuáles fueron las diferencias encontradas entre ambas candidatas?
  16. 16. MENOR TASA DE NS/NC EN MOBILE+Fuentes: Tribunal Calificador de Elecciones y Wikipedia 1- www.tricel.cl/informacioncausas/Tramitacin%20de%20Causas/170-2013%2001.- %20SENTENCIA%20PRESIDENTE%20DE%20LA%20REPUBLICA.pdf 2- http://es.wikipedia.org/wiki/Anexo:Encuestas_de_la_elecci%C3%B3n_presidencial_de_Chile_de_2013 Encuesta previa 27 Encuestas pre electorales publicadas2 43 Diferencia real1 23 DIFERENCIA EN MOBILE 21 MEJOR VALIDEZ DEL RESULTADO MEJOR CALIDAD DE RESPUESTA
  17. 17. ¿Acertamos o no? MEJOR VALIDEZ DEL RESULTADO MEJOR CALIDAD DE RESPUESTA
  18. 18. Mobile research: Moment of Truth Evaluation of an electoral debate in Chile ANTONIO J. GÓMEZ TNS South Cone Business Units Director antonio.gomez@tns-gallup.com.ar CARLOS OCHOA Netquest Marketing Manager cochoa@netquest.com

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