We have blogged about the need for improved transactional easea between brands and their consumers. In many markets, it is this ease (or lack thereof) that forms the brand identity in the consumer’s mind. This effort is in response to our observation that some brands are supplanting their traditional loyalty programs with empowered employee models designed to deliver customer delight. We decided to put our money where our mouth is. We share our experiences investigating the transactional elements of market research from both the participant side (from signing up to the actual participation process on through to incentive/follow up) and the insight consultant side (from obtaining project bids through group completion). Our objective is to identify actionable opportunities to introduce/improve transactional ease, establish increased engagement, and share the outcome of this unique market research partnership. - Delighting customers in unexpected ways is the key to inspiring positive word of mouth. What would delighted participants mean to the industry? Could such an approach impact data quality?

1. Applying Customer Delight to
Improve the Research Experience
2015 Corporate Researchers Conference
October 5-7, 2015
Research ● Guiding Decisions ● Driving Results
Stephenie Gordon
@strephking
Mary Aviles
@connect4insight
Sandra Bauman
@baumanresearch
Jill Donahue
@JillEDonahue

2. 2
If you applied
enlightened hospitality
to the research process,
could you influence
customer delight?
1

3. 3
Nothing matters
more than how
you make
customers FEEL

4. 4
Members of the the MR Supply Chain share a
common goal
IMPACT
Corporate Researcher Client
Agency
Representatives
Insight Consultants/
Market Research Suppliers
Data Collectors
Participants/
Respondents

5. 5
7-day digital in August 2015
2 focus groups in New Jersey, August 31
Bauman moderated &
provided project management
PROJECT DESIGN
SAMPLE
Schlesinger provided recruitment
and donated facility time, n = 13
FocusVision donated Revelation
platform usage, n = 17

6. 6
What DELIGHTS
Respondents?

7. 7
“He took the time and
shared from his own
personal experiences.”
“The way he
presented himself,
‘Good evening, sir.’”
“She likes her job.
She cares. She values
me as a customer.”
“She remembered
me even a couple
of days later.”
“I was expecting a
war and she just
took care of it.”
“They value my time.”
“I was treated
with respect.”
“She trusted me.
I was more
than a number.”
“They were fair.”

8. 8
Appreciated,
Loyalty
Content,
Comfortable
Surprised,
Satisfied
Respected
Victorious,
Accomplished,
A winner
Special,
Unique,
Authentic
Validated,
Relieved Valued,
Important
Happy,
Excited,
Euphoria

9. 9
Respondent Journey
Email with link
to pre-screener
Complete
pre-screener
Screened in
Follow up
screener call
Selection/
confirmation
email
Confirmation/
rescreen call
day before
Arrival and additional
rescreening at facility
Early bird drawing
(sometimes)
Wait in
lobby
Participate
in group
Walk out
(& collect incentive)
Post group chat
in the parking lot
(sometimes)

10. 10
Respondent Journey
Hopeful, curious,
anxious
Hopeful, curious, anxious
(Will I be selected?)
Disappointed
Hopeful, curious, anxious
(Will I be selected?
What did I answer last time?)
Annoyed by repeat questions;
feeling distrusted, like someone's
trying to trick them
Skepticism as to
if it's rigged
Satisfied, still curious
Residual engagement &
continued collaboration
Engaged, impactful,
involved, entertained,
informed, collaborative.
Sometimes annoyed
with activities or topic
Curious, anxious
(Will I say something stupid?)
Unclear about facility staff
vs. moderator roles

11. 11
How you know
your participant
is delighted?
TOP 3 LIST
Which results in a sense
of…
• Satisfactionat the end
that they didtheir part,
have imparted their unique
perspective
“I want to leave feeling
satisfied; that it was
worthwhile.”
They are looking for an
EXPERIENCE that is…
• Collaborative, gratifying
• Fun, entertaining
• Learnnewinformation
“I feel special.
The [moderator] spends
time with you. I feel like
they’re trying to improve
things. The moderator
validates me.”
Respondents want
to FEEL…
• Like they have an impact
• Like their opinion matters
• That they have insider
information
“Somebody’s going to
actually listen. A lot of
times we just sit there, do
our work and be quiet.
Your opinion doesn’t really
matter. In here, it does.”
QUALITATIVE
1. Emotional conversation overcomes rational conversation.
2. The participant is anxious for the product/service to hit the market, wants
to be contacted as soon as it does (Proof of a successful screen/group).
3. Researcher receives positive feedback from participants
(a hug, comments about how fun/interesting the study was, conversation
continues into the hallway).

12. 12
But quant can be:
• Lack of “humanity”
• Impersonal
But quant can be:
• Lonely
• Isolating
• Impersonal
But quant can be:
• Noimmediate gratification
• Not sure I’mcontributing
QUANTITATIVE
In quantitative research, delivering respondent “delight” can be more challenging.
Which results in a sense
of…
• Satisfactionat the end
that they didtheir part,
have impartedtheir unique
perspective
They are looking for an
EXPERIENCE that is…
• Collaborative, gratifying
• Fun, entertaining
• Learnnewinformation
Respondents want
to FEEL…
• Like they have an impact
• Like their opinion matters
• That they have insider
information
“Sometimes I’m confused.
I know what my answer is,
but I’m not sure what to
check based on the way
it’s worded.”
“Once you put in your
answer, then you
will be able to see
everybody else’s.
That’s a little better.”
“Somebody actually reads
my answers? Or is the
computer going to
tabulate…Nobody really
reads anything, right?”

13. 13
Respondent Persona
Experience Goal à Courtesy, efficiency, transparency & collaboration
What
goals?
What
attitude?
Working mother of three
grown children. Divorced, but
remarried. New grandmother
who just returned from the
birth of her first grand baby,
a girl, in North Carolina. Mid
60s. Huge Rachel Ray fan.
Cooks in her free time and
runs an eBay business selling
collectibles.
• Feels she has a unique perspective & wants to share it
• Wants to feel involved, make an impact and be paid to do so
• Wants to leave the research experience feeling
satisfied that she's imparted her knowledge
• Likes having insider information on products/services that are not on
the market yet
• Likes to see the results of her collaboration, instant gratification
• Hopes to learn something new either from the topic
or fellow respondents
• She'd like some additional transparency in the market research
process/players
• She gets annoyed when she feels like her time is being wasted or
not valued
• She's not likely to complain about a bad service experience, but she
will rave about a great one
So What
Takeaway?
“In here, your
opinion matters.”
WANTS HER VOICE HEARD
This persona wants to be heard, that their INDIVIDUAL
contribution made some kind of an impact
Danielle Simmerman

14. 14
What DELIGHTS
Researchers?

15. 15
“An Insight Consultant is someone
who not only can design a study,
but also help me interrupt the
results. For that I will pay more
because, like L'Oreal, you are worth
it. In short, if you understand the
customer, their business and their
problems and your sole purpose in
life is to make their business—
smarter, better, faster—you are a
value partner.” (CRC)
“Certainly the term ‘Insight’ has
been replacing ‘Research.’ I do not
like it. Insights are rare and tend to
be breakthrough. I am not sure
that using ‘Insight’ graduates
someone because I know too many
clowns using the word.” (CRC)

16. 16
What do researchers see as elements of DELIGHT?
“I appreciate the
camaraderie.”
(IC)
“Different/unique
perspective”
(CRC)
“Two heads are
better than one”
(CRC)
“Power of a team”
(IC)
“Complimentary
expertise”
(CRC)
“Open to new ideas”
(IC)
“Healthy discussion that
improves the project”
(CRC)
“Encourages me to
bring new thinking”
(IC)
“Push each
other’s thinking”
(CRC)
“Advocates for each
other’s work”
(CRC)

17. 17
What do researchers see as elements of DELIGHT?
Open Mindedness
& Trust
“You’ve got my back
and I’ve got yours.”
(CRC)
“You will always be my
‘go to’ for market research
because I know I can count
on you.” (CRC)
“You trust me implicitly.”
(IC)

18. 18
What do researchers see as elements of DELIGHT?
Open Mindedness
& Trust
“Knows what the
project means to me
professionally.”
(CRC)
“I felt smarter
at the end.”
(CRC)
“Makes me look good.”
(CRC)
“Makes me more
confident in my
recommendations.”
(CRC)
“You brought the
results to life with
your storytelling.”
(CRC)

19. 19
Corporate Researcher Persona
Experience Goal àAnswer the research question(s) with confidence
What
goals?
What
attitude?
Seasoned professional with 30
years of research experience.
Started out his research career
on the supplier side, but
transitioned to client side eight
years ago. Works in financial
services. Married 18 years to a
compliance officer. 3 kids. Two
in college and the last one, his
baby girl, in high school. Active
in his free time, likes to kayak
and ice fish. Huge Green Bay
Packers fan.
• Wants to answer the research question on time and on budget
• Wants the results of the project to garner attention within his
organization, prompting more research projects
• Loves when an outside source, like a financial analyst or media outlet
cited his research
• Wants inroads into other internal clients he's not worked with before
• Seeks to discover something new or unexpected
• Longs to see evidence that the findings were acted upon
• Picks research partners who collaborate thoughtfully, who encourage
new thinking
• Thinks that happy respondents are more engaged and thus
supplier deeper insights
• Risks his professional reputation every time he signs on a supplier
• Believes the best relationships are founded on trust in each other
to do their best work
So What
Takeaway?
“I want to feel
smarter at the end”
This persona wants professional proof that their work
has made an impact on their business
Leo Marley
FOCUSED ON THE OUTCOME

20. 20
Insight Consultant Persona
Experience Goal à Make their client look good, acquire new knowledge
What
goals?
What
attitude?
Market researcher with 25 years in the
industry. Spent all but the last three as a
consultant, joined an agency 3 years ago.
Experienced in both qualitative and
quantitative methodologies. A skilled
moderator, she can put anyone at ease.
She's a combination of business sense,
know how and intellect. Married, no
children. Loyal Netflix binger, avid reader,
loves biographies and non-fiction. Hates
grocery shopping.
• Wants her clients to be so happy that they ask her do more
work for them
• Loves when someone she's never heard of inquires based
on what they'd heard/seen of her work
• Likes to see the immediate research phase move
seamlessly into the next phase
• Likes seeing the results of her work out in the world (e.g.,
on the grocery store shelf)
• Is delighted when she hears the CEO rattle off verbatims or
refer to a respondent by name months after the research
concludes
• Wants to use her expertise and be valued for pushing the
thinking
• Loves being part of a productive team
• Wants to feel trusted, not micromanaged
So What
Takeaway?
“We are a feedback loop for
people to give input to
companies that affect their lives.”
This persona wants repeat business and
word-of-mouth referrals
Lillian Mars
SEEKING TO UNDERSTAND WHY

21. 21

22. 22
The research is referenced
more broadly within or with
out of the organization
Researcher is asked to do
more research (dig deeper
or another project)
CEO (or key client contact)
cites specific verbatims/
refers to participants by
name long after the project
is over
Big picture research moves
seamlessly to the next stage
The team discovers something
new or learns something they
did not expect
The researcher is asked to
present to an audience
external to the immediate
research team
Researcher is asked to be
part of a larger project team
because of the stellar
perception of their work
There is evidence that the
research was acted upon
03
01
02
04
05
06
08
07
What does DELIGHT look like in this partnership?

23. 23
So, how do you apply
enlightened hospitality
to the research process,
in order to influence
customer delight?
1

24. 24
“People will forget what you said,
people will forget what you did,
but people will never forget how
you made them feel.”
- Maya Angelou
QUALITATIVE:
• Fewer screener steps
• Clearer communication
• Explain/acknowledge repetition
• Clearly label staff & guest roles
• Train staff & moderators on hand offs
• More productive wait time
• Immediate & longer term follow up
• “Meet the researcher”
QUANTITATIVE:
• Response categories & lexicon
• Collaboration (w/moderator & each other)
• Visually interesting/engaging
• Open end conclusion
• Opt in follow up (reciprocate their
investment)

25. 25
“We have to be friends
before we can date.”
- Edwin Roman, ESPN
CORPORATE RESEARCHERS:
• Identify the skill gaps you’re trying to fill
• Be transparent about expectations and
timelines
• Be open to PURPOSEFUL new methodologies
and technologies (shared risk)
• Take a stake in participant engagement
• Reach out with follow on requests
• Provide candid feedback (proposals & results)
• Share the love
INSIGHT CONSULTANTS:
• Use proposal to educate/expose
• Develop and share resources
• Provide mini-debriefs (asynchronous)
• Deliver results for consumption, sharing
• Continue to be a resource, even after results
• Show you’re invested long after result (share
valuable material when you see it, progress
check in)

26. 26
So What?
Improved data quality?
Greater participation?
Stronger partnerships?
Elevated perception?
Others?

27. 27
Thank You
A very special thank you to all our CRC, IC and Agency
participants who were very industrious for the small
payoff, Starbuck’s card…it really does take a village!

28. 28
contact
Stephenie Gordon
@strephking
Mary Aviles
@connect4insight
Sandra Bauman
@baumanresearch
Jill Donahue
@JillEDonahue
www.baumanresearch.com
201-444-6894