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Kristen Miles
Director of Insights, Branded Research Inc.
kristen@brinc.co
888-848-2525
We hear a lot of buzz about survey-taking on mobile devices. But how many panelists are really using their mobiles to take surveys?
Laptops are still the most popular device for survey-taking. At Branded, we find many surveys are not optimized for mobile, driving survey-takers to their laptops. But mobile has arrived and should be fully embraced by the industry. About one in five Branded panelists use their mobiles most often to take surveys. Among younger generations, the rate of mobile survey-taking is even higher. About one in three Millennials use their mobiles most often to take surveys.Â
Rajan Sambandam, Ph.D.
Chief Research Officer, TRC ResearchÂ
rsambandam@trchome.com
Is there a simple way to figure out sample size for a conjoint study?
Conjoint analysis is great for understanding consumer decision-making using trade-offs, especially in the product/price space. Research using our database of conjoint studies has shown that there is a simple and robust solution to the sample size question. Since preference shares are the most widely-used output, the solution is to calculate error tolerances around them. It turns out that conventional sample size calculations hold up very well here – simply apply those to determine the needed sample size for conjoint studies.Â
Cindy Dumlao
Sensory Manager, WrigleyÂ
What is your preferred method when conducting interviews with consumers?
When we are developing a new product, I am a huge advocate for taking prototypes to consumers early on, outside the confines of the team and the walls of our offices. Listening to and seeing consumers’ reactions for the things we missed allows us to make improvements before we get deeper in product development – before it’s too late. Teams are typically uneasy about this process. I always say it’s not about consumers nit-picking your product but to learn how we can make it better. Better is good! Then the light bulb turns on!  Â