The way we interact with one another keeps evolving. Most survey research connects with respondents through email and the telephone—two relatively old methods of communicating. But what about texting, apps and voice assistants like Amazon Echo and Google Home? How will they change the way we do survey research? This presentation reviews the results of a series of studies conducted in Canada and the U.S. on alternative methods of recruitment and survey taking—including text, apps, voice to text, video open-ends, passive monitoring, AI-driven chatbots and virtual assistants. Also considered are implications for the kinds of questions we ask.

1. FUTURE
FEEDBACK
ANDREW GRENVILLE
Future Feedback
Andrew Grenville, Maru/Matchbox
The Future of
Data Collection

2. Future Feedback
Andrew Grenville, Maru/Matchbox
The Future of
Data Collection
NewMR 2018 Sponsors
Pla:num
Gold
Silver
Communica:on

3. HOW WE INTERACT
KEEPS EVOLVING
Future Feedback
Andrew Grenville, Maru/Matchbox
The Future of
Data Collection

4. RESEARCH
HAS BARELY
KEPT UP
Future Feedback
Andrew Grenville, Maru/Matchbox
The Future of
Data Collection

5. WHAT ARE WE
MISSING?
Future Feedback
Andrew Grenville, Maru/Matchbox
The Future of
Data Collection

6. VIRTUAL ASSISTANT
52% have virtual assistant
38% have used it
25% would try surveys on it
Future Feedback
Andrew Grenville, Maru/Matchbox
The Future of
Data Collection

7. A GENERATIONAL
STORY
Future Feedback
Andrew Grenville, Maru/Matchbox
The Future of
Data Collection

8. VIRTUAL ASSISTANT
AMONG MILLENNIALS
73% have virtual assistant
54% have used it
40% would try surveys on it
Future Feedback
Andrew Grenville, Maru/Matchbox
The Future of
Data Collection

9. 5% join and use app
21% join community
OF THE 350 WHO HAVE
INVESTMENTS
14% join if app required
Future Feedback
Andrew Grenville, Maru/Matchbox
The Future of
Data Collection

10. 22
36
23
6
41
50 48
24
0
20
40
60
TOTAL 18-34 35-54 55+
Text Invites
% yes
“Would you be willing to receive text message
invitations to surveys on your mobile phone?”
Future Feedback
Andrew Grenville, Maru/Matchbox
The Future of
Data Collection

11. AI POWERED QUALITATIVE
45%
30%
62%
39%
0%
20%
40%
60%
80%
Like Prefer Virtual Voice
% of yes
Future Feedback
Andrew Grenville, Maru/Matchbox
The Future of
Data Collection

12. CHANGE IS COMING
Future Feedback
Andrew Grenville, Maru/Matchbox
The Future of
Data Collection

13. THE FUTURE WILL
BE FRAGMENTED
Future Feedback
Andrew Grenville, Maru/Matchbox
The Future of
Data Collection

14. THE FUTURE IS
DEVICE AGNOSTIC
DESIGN
Future Feedback
Andrew Grenville, Maru/Matchbox
The Future of
Data Collection

15. SIMPLE QUESTIONS
WILL RULE
Future Feedback
Andrew Grenville, Maru/Matchbox
The Future of
Data Collection

16. BINARY PRODUCES THE
SAME INSIGHT
37%
45%
61%
13%
28%
45%
53%
71%
26%
36%
50%
63%
77%
32%
51%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
Appletiser Cookie's 'n Creme M&M Peanut Mobile Wallet w
Facial Login
Wireless Laptop
I'd buy it/purchase intent
Selection Top 2 Yes
Future Feedback
Andrew Grenville, Maru/Matchbox
The Future of
Data Collection

17. BINARY CAN BE MORE
SENSITIVE
0.39 0.38 0.38 0.37
0.3
0.2
0.26
0.28 0.29 0.28 0.29
0.21
Honest Trustworthy Helpful Friendly Engaging Humble
Correlation with Spend
Binary Association 5 point scale
Future Feedback
Andrew Grenville, Maru/Matchbox
The Future of
Data Collection

18. WHAT IF WE DRAG
OUR FEET?
Future Feedback
Andrew Grenville, Maru/Matchbox
The Future of
Data Collection

19. WE MUST MOVE
FORWARD
Future Feedback
Andrew Grenville, Maru/Matchbox
The Future of
Data Collection

20. AS THE FUTURE RACES
AT US, WHAT WILL
YOU DO?
Future Feedback
Andrew Grenville, Maru/Matchbox
The Future of
Data Collection

21. Future Feedback
Andrew Grenville, Maru/Matchbox
The Future of
Data Collection
Thank You!
Andrew.Grenville@Marumatchbox.com

22. Future Feedback
Andrew Grenville, Maru/Matchbox
The Future of
Data Collection
Q & A
Ray Poynter
NewMR
Andrew Grenville
Maru/Matchbox