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The Perfect Storm

The Perfect Storm. We know tenure affects purchasing intent. Hyperactivity (number of panels joined, number of surveys completed per unit time) is interrelated to panel tenure. Hyperactivity differs from panel to panel and country to country.

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The Perfect Storm

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  1. The Perfect Storm • We know tenure affects purchasing intent. • Hyperactivity (number of panels joined, number of surveys completed per unit time) is interrelated to panel tenure. • Hyperactivity differs from panel to panel and country to country. • How do different levels of hyperactivity impact on purchasing intent in markets around the world? • If panel tenure, interviews per month, number of panels joined all shift in unison, do we have a perfect storm? • What happens if we look at other segmentations? • We have expanded our analysis beyond the three segments: buying, media and socio-graphic

  2. We need underlying theory. • The changes we see due to panel tenure are conditioning and/or attrition effects. • Conditioning effects not only take time but are magnified when respondents are exposed to high levels of saturation. • Attrition effects not only take time but are magnified when high levels of saturation exceed the tolerance of individuals to remain with the system. • High levels of saturation can be evidenced by the number of panels respondents belong to and the frequency of survey taking.

  3. Hypothesis • The three measures of hyperactivity---multi-panel membership, surveys every day and surveys per month-- should be good predictors of conditioning effects in a country or panel. • We believe that multi-panel membership facilitates increased invitations and helps to drive hyperactivity. We also see it as the first measure to rise. Thus we have placed the markets under study in sequence from high to low multi panel membership. If we are correct, the patterns of shifting segmentations will reflect changes in levels of multi-panel membership.

  4. Buyer Behavior • Credit/Non Purchasers/Travel: If really want something, will buy on credit rather than wait, travel for pleasure frequently. Do not make high tech purchases. Dot not download music or play video games online. • Purchasers/Latest Technology: Make high tech purchases, first among friends to have latest in electronic equipment, purchase online, prefer products that offer the latest in new technology, online banking, listen to Internet radio, download music, prefer to buy things friends/family approve of. Travel for pleasure frequently. • Price Sensitive/Non Travel/Non credit: Do not purchase high tech items, will not buy on credit, do not travel, do not have the latest in electronic equipment, do not buy things friends/neighbors approve of, do not play online video games, do not download music.

  5. UK BUYING BEHAVIOR by Panel Tenure 41% >4 panels, 24% survey every day, 13% >30 surveys per month 0 months –821 18 months -785 6 months – 780 24 months - 1060 12 months - 673 Total - 4119

  6. UK BUYING BEHAVIOR by number of panels belong to 0-1 panel – 1326 8+ panels - 1176 2-4 panels – 989 Total - 4119 5-7 panels - 628

  7. UK BUYING BEHAVIOR by number of surveys completed per month 0-3 surveys –1495 21-29 surveys - 127 4-10 surveys –1257 30+ surveys - 583 11-20 surveys – 657 Total - 4119

  8. SOCIOGRAPHIC • Concerned/Not Social Networked: Concerned about global warming and environment, want alcohol ads off TV, want children’s ads off TV. Do not use the computer for social networking, instant messaging, blogging, contribute content online, share pictures, downloading video, online calendar. Not a risk taker. • Social Networked: Use the Internet for social networking, instant messaging, contribute content online, blogging, sharing pictures, downloading video, and play games online. Maintain a calendar on the computer. • Not Concerned/Not Online: Not concerned with global warming and feel there is too much concern with the environment, not concerned with TV ads on alcohol, will not lower standard of living to conserve, do not use online for instant messaging or for contributing content online.

  9. UK SOCIOGRAPHIC by Panel Tenure 0 months –821 18 months - 785 6 months – 780 24 months - 1060 12 months – 673 Total - 4119

  10. UK SOCIOGRAPHIC by number of panels belong to 0-1 panel – 1326 8+ panels - 1176 2-4 panels – 989 Total - 4119 5-7 panels – 628

  11. UK SOCIOGRAPHIC by number of surveys completed per month 0-3 surveys – 1495 21-29 surveys -127 4-10 surveys –1257 30+ surveys - 583 11-20 surveys - 657 Total -4119

  12. MEDIA • Not Internet/Newspapers/Concerned: Read Sunday and daily newspaper, concerned about global warming. Do not use the Internet for social networking, instant messaging, contribute content online, and feel there is not enough concern with the environment. • Internet: Use the Internet for social networking, instant messaging, contributing content online, download music, download videos, blogging, sharing pictures, Internet radio, play games online. Enjoy taking risks. Make high tech purchases. • Not Internet/Not concerned: Not concerned with global warming and feel there is too much concern with the environment. Will not lower standard of living to conserve. Do not use the Internet. • Not Internet/Not Newspapers/Ads off TV: Want alcohol ads and children’s ads off TV. Do not read newspapers, do not keep up with current events, do not enjoy politics. Do not use the Internet for social networking, contributing content online, downloading music, download video, blogging, sharing pictures, Internet radio. Do not get asked for financial advice. Does not make high tech purchases.

  13. UK MEDIA by Panel Tenure 0 months – 821 18 months - 785 6 months – 780 24 months - 1060 12 months – 673 Total - 4119

  14. UK MEDIA by number of panels belong to 0-1 panel – 1326 8+ panels -1176 2-4 panels – 989 Total - 4119 5-7 panels – 628

  15. UK MEDIA by number of surveys completed per month 0-3 surveys – 1495 21-29 surveys - 127 4-10 surveys – 1257 30+ surveys - 583 11-20 surveys – 657 Total -4119

  16. UK ENTERTAINMENT AND TRAVEL by Panel Tenure 0 months – 821 18 months - 785 6 months – 780 24 months - 1060 12 months - 673 Total - 4119

  17. UK ENTERTAINMENT AND TRAVEL by number of panels belong to 0-1 panel – 1326 8+ panels - 1176 2-4 panels – 989 TOTAL - 4119 5-7 panels – 628

  18. UK ENTERTAINMENT AND TRAVEL by number of surveys completed per month 0-3 surveys – 1495 21-29 surveys - 127 4-10 surveys – 1257 30+ surveys - 583 11-20 surveys – 657 Total - 4119

  19. Canadian Buying Behavior by Panel Tenure46% > 4 panels 18% survey every day 9%> 30 surveys per month 0 months – 1235 18 months -1763 6 months – 1601 24 months -2013 12 months – 1677 Total - 8289

  20. CANADA BUYER BEHAVIOR by number of panels belong to 0-1 panel – 2155 8+ panels - 2296 2-4 panels –2362 TOTAL - 8289 5-7 panels – 1476

  21. CANADA BUYER BEHAVIOR by number of surveys completed per month 0-3 surveys –2636 21-29 surveys - 272 4-10 surveys – 3274 30+ surveys - 771 11-20 surveys – 1336 Total -8289

  22. US Buying Behavior by Panel Tenure 45%>4 panels,32% a survey every day, 19%>30 surveys a month 0 months – 4666 18 months - 2456 6 months – 3976 24 months - 6506 12 months – 2458 Total - 20,062

  23. US BUYER BEHAVIOR by number of panels belong to 0-1 panel – 6879 8+ panels - 6117 2-4 panels – 4388 TOTAL - 20062 5-7 panels – 2678

  24. US BEHAVIOR by number of surveys completed per month 0-3 surveys – 7656 21-29 surveys - 714 4-10 surveys – 4949 30+ surveys - 3958 11-20 surveys – 2785 Total - 20062

  25. Column 1- The Grand Mean – Census Balanced standard of 20 American panels

  26. Column 2 – First batch of Sample Sent – Segmentations for the first 2818 invites.

  27. Column 3- Segmentations for the first 471 completes

  28. Column 4 – Augment sample sent - although the segmentations are balanced, a sample correction was needed for the imbalance of the demographics.

  29. Column 5 – Non-responders to the e-mail invite (2364)

  30. Column 6 – Segmentations for those who Broke-off during the survey.

  31. Column 7 – The Total sample sent (3914 invites)

  32. Column 8– Segmentations for the final quota of 600 completes

  33. Mid-study sample corrections (column 4) give us final completes that match the standard.

  34. …..same for the Sociographic segmentations – Mid study sample corrections allow us to match the standard for the final 600 completes.

  35. AGE STANDARD

  36. Final completed interviews of 600 match the standard.

  37. The Non-responders are YOUNGER

  38. …and the break-offs are YOUNGER as well!

  39. 43% of the US panel members belong to more than 4 panels

  40. Our Final completes of 600 match the US standard for Hyperactivity

  41. Non-responders are less active

  42. Break-offs are less active as well.

  43. We measure how long our respondents have been participating in online panels.

  44. Our final completed interviews of 600 match the US standard.

  45. Non-responders are newer respondents

  46. To get replicability, the distribution has to be standardized.

  47. High tech purchasers (Blue segment) are disproportionately prevalent among those who are not on an online survey panel.

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