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Personality Matters - Qualitative Online Research

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Information about Personality Matters - Qualitative Online Research
Marketing

Published on March 6, 2014

Author: FlorianODC

Source: slideshare.net

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To what degree is the individual participation behaviour in MROCs affected by personality traits?
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CHRISTIAN DÖSSEL FLORIAN TRESS PERSONALITY MATTERS

WHO WE ARE CONSUMERS NORSTAT MM-EYE END CLIENTS Masters of the Art of Market Research Follow us: @olympiamilano @FTress #GOR14 2

THE COMPOSITION OF WORKING MROCs RECRUITMENT NO WILLINGNESS TO PARTICIPATE / NO AVAILABILITY FIELD PERFORMANCE NO LOGIN / SAMPLE FAILURE RECRUITMENT  over recruitment  phone call to enhance commitment  reminder mails LURKERS SILENT OBSERVERS REGULAR PARTICIPANTS OUTSTANDING PARTICIPANTS FIELD PERFORMANCE  Would it be possible to recruit outstanding participants only?  To what degree is performance a matter of participants' personality?  What is the personality of outstanding participants?  Is performance a matter of social dynamics / formation of social roles? Follow us: @olympiamilano @FTress #GOR14 3

THE BIG FIVE PERSONALITY TRAITS   accounting for different traits in personality without overlapping high consistency in interviews, self-descriptions and observations openness conscentiousness extraversion emotional stability open average conventional extroverted X average agreeableness agreeable X introverted Follow us: @olympiamilano @FTress #GOR14 average disagreeable emotional stable X average neurotic conscientious X average spontaneous = 243 personality profiles 4

THE STUDY DESIGN GROUP 1  all participants score average values in every domain of their personality GROUP 2  all participants score average values in every domain of their personality  but there is exactly one dimension with extreme positive or extreme negative values openness openness conscentiousness emotional stability extraversion agreeableness Follow us: @olympiamilano @FTress #GOR14 conscentiousness emotional stability extraversion agreeableness 5

REQUIREMENTS  Modular software: diary, community, surveys, media uploads  Multiple topics: performance as a matter of relevance Follow us: @olympiamilano @FTress #GOR14 6

RECRUITING PRE-SCREENING OF 2.627 PANELISTS 560 ELIGIBLE PANELISTS (IR: 21%) 2.067 NON-ELIGIBLE PANELISTS 169 PANELISTS 391 PANELISTS SCREENING OF 560 PANELISTS GROUP 1 GROUP 2 invitations to 50 selected panelists to get 20 participants invitations to 70 selected panelists to get 20 participants CONVERSION: 40% CONVERSION: 29% Follow us: @olympiamilano @FTress #GOR14 7

CONVERSION REGISTERED PARTICIPANTS ACTIVE PARTICIPANTS Group 1 40% (20) 55% (11) Group 2 29% (20) 55% (11) Conscientious 50% 67% Unconscientious 43% 100% Agreeable 25% 50% Disagreeable 43% 67% Emotional labile 25% 50% Emotional stable 25% 0% Open 50% 33% 0% n/a Extroverted 33% 50% Introverted 0% n/a CONVERSION TO Conventional Follow us: @olympiamilano @FTress #GOR14 RECRUITMENT • Different personalities seem to have a different likeability to join a MROC. • Introverted and conventional people pose a risk to be underrepresented. • On the other hand, unconscientious and disagreeable people tend to be overrepresented. FIELD PERFORMANCE • However, on the surface, both groups performed similarly, once they were recruited. • But on closer inspection, there are huge differences between different personality profiles. 8

PERSONALITY TRAITS: AGREEABLENESS   Agreeable individuals value getting along with others. They are generally considerate, kind, generous, trusting and trustworthy, helpful, and willing to compromise their interests with others. Agreeable people also have an optimistic view of human nature. Agreeable person in respect to possible risks of online dating: "… an awful lot of things can go wrong. For example you could meet you boss or your neighbor on an online-dating platform, it is unpredictable…" Disagreeable person regarding same topic: "… I find it very risky to look for a partner this way. Especially young people are very easy for someone and really know nothing about the other person…" Follow us: @olympiamilano @FTress #GOR14 9

PERSONALITY TRAITS: AGREEABLENESS  Disagreeable participants showed a competitive attitude, e.g. strived to obtain a special status in the community (first / last post of the day).  They were more likely to take extreme positions during the discussions and were stimulated by controversies. These extreme positions potentially intimidated other participants from contributing to these discussions.  Our findings suggest, that disagreeable persons are more likely to join a community and to participate actively.  In contrasts, agreeable participants were not remarkable in an either positive or negative way. Follow us: @olympiamilano @FTress #GOR14 10

PERSONALITY TRAITS: EXTRAVERSION  The trait is marked by pronounced engagement with the external world. Extraverts enjoy interacting with people, and are often perceived as full of energy. They tend to be enthusiastic, action-oriented individuals.  Extroverted person about early childhood care: "... children do join childhood care earlier and earlier so that parents can continue working much quicker. Children are getting more independent than in previous times. It is important that children learn how to deal with technology very early, it is important for their working life..."  As mentioned before, we were not able to recruit introverted participants. Follow us: @olympiamilano @FTress #GOR14 11

PERSONALITY TRAITS: EXTRAVERSION  As expected, extroverted participants are very likely to open a discussion by writing the first post. They serve as a good example for other participants and break the ice in a community.  Extroverted participants are very receptive for positive recognition by the moderator. Their behavior can easily be reinforced positively.  Like disagreeable participants, extroverted participants strived to obtain a special status with their posts, e.g. first or last posts of a thread or a summary of the day. Follow us: @olympiamilano @FTress #GOR14 12

PERSONALITY TRAITS: CONSCIENTIOUSNESS    Conscientiousness is a tendency to show self-discipline, act dutifully, and aim for achievement against measures or outside expectations. High scores on conscientiousness indicate a preference for planned rather than spontaneous behavior. Conscientious person about online dating: "… face to face is the only true communication to begin a partnership because otherwise I do not know if my opposite is lying or not. Nowadays everybody seems to be cowards, easily hiding behind computer screens and longing for the dream prince or princess. But reality is different…" Follow us: @olympiamilano @FTress #GOR14 13

PERSONALITY TRAITS: CONSCIENTIOUSNESS  With regards to the activity level, conscientiousness has no impact on the general amount of contributions.  However, unconscientious / spontaneous participants had a slightly different style when contributing to the community. They used more abbreviations, enumerations and incomplete sentences than conscientious participants.  Only in some very involving topics, unconscientious participants got more into the topic. It seems that unconscientious participants have difficulties to get deeply engaged with a topic. Follow us: @olympiamilano @FTress #GOR14 14

PERSONALITY TRAITS: EMOTIONAL STABILITY    Being emotionally instable (neurotic) is the tendency to experience negative emotions, such as anger, anxiety, or depression. Those who score high in neuroticism are emotionally reactive and vulnerable to stress. They are more likely to interpret ordinary situations as threatening, and minor frustrations as hopelessly difficult. Emotionally instable person about car-sharing "… the success is surely on the cheap alternative for people who only need the car very little…" "… typical user: living in the city, because car-sharing is not common in rural areas, either single or family (in that case: car sharing as second car)… " Follow us: @olympiamilano @FTress #GOR14 15

PERSONALITY TRAITS: EMOTIONAL STABILITY  Emotional stable participants were not remarkable in an either positive or negative way.  On the other hand, emotional instable participants contributed in a very restrained way: a lot of descriptive posts, extensive use of impersonal pronouns, confirmation of what has already been said, avoiding to take a personal standpoint.  It is open to question, if this personality profile has a function in MROCs: these participants are neither moderating / counterbalancing extreme positions, nor adding new arguments to the discussion. Follow us: @olympiamilano @FTress #GOR14 16

PERSONALITY TRAITS: OPENNESS    Open people are, when compared to closed people, more creative and more aware of their feelings. They are more likely to hold unconventional beliefs. On average, people who register high in openness are intellectually curious, open to emotion, and willing to try new things. Open person about differences between renting and owning a house: "Whether there is a typical tenant, I do not know. Many do not have the ability to build a house, financially or for other reasons. A homeowner is proud of its acquisition in general and often looks down from above on the tenant. For him, tenants are almost second-class citizens. Typical saying a homeowner is "Yes, my tenants ..." Follow us: @olympiamilano @FTress #GOR14 17

PERSONALITY TRAITS: OPENNESS  Participants with an open personality generally answered in complete sentences, are specific, weight their arguments and use examples to underline them. They reacted positively upon new content and follow-up questions.  These participants are absolutely vital for MROCs. They support the moderator by providing a lot of stepping stones for getting deeper into the topic. Usually, their contributions are very meaningful and make the interpretation of the contents easier.  Conventional participants could not be recruited. A possible reason is an aversion to the “new experience” of an MROC (against the backdrop of a known panel membership). Follow us: @olympiamilano @FTress #GOR14 18

GROUP DYNAMICS  There is no evidence, that heterogeneous groups (GROUP 2) are per se more dynamic than homogenous groups (GROUP 1). However, there are differences in the dynamics.  Homogenous groups less variance in the activity level of their group members. New stimuli generate an even level of engagement with the discussion.  On the other hand, heterogeneous groups tend to be very selective with regards to stimuli: if they are too controversial, they intimidate some participants while provoking others at the same time. These groups require a more thorough moderation, to get every participant involved. Follow us: @olympiamilano @FTress #GOR14 19

WHAT ABOUT THE PARTICIPANTS?  In average, the heterogeneous group was more satisfied with the overall community experience. Even though there had been irrelevant posts as well, the multitude of different opinions and statements increased the value of participating. GROUP 1 GROUP 2 Overall Satisfaction The posts of other participants were interesting to me. The questions were clear and concise. I did ok with other participants. I would participate again in this community. I would have liked, if others revealed more about them. It was fun to discuss with other people. I have learned something new in this community. Follow us: @olympiamilano @FTress #GOR14 20

SUMMARY I PERSONALITY MATTERS  Open and extroverted participants have a clear value for the discussion in MROCs.  Disagreeable participants can spice up the composition of a group, but should be supervised by the moderator.  Including emotionally labile participants seems to add no value to the discussions. COMPOSITION MATTERS  It’s easy to blight the dynamics of a group, it’s hard to create dynamics.  Homogenous groups run risk to lack new impulses from different perspectives.  Heterogeneous groups run risk that single members loose track with the rest of the group. Follow us: @olympiamilano @FTress #GOR14 21

SUMMARY II MODERATION MATTERS  Although there has to be conducted additional research to support the findings, knowing personality traits for community members help moderation to…  … control undesirable effects  … steer "ideal" composition of communities  … moderate more individually according to the traits  … optimize the interplay of research objectives, methodical setup of the community and participation  … better - and more targeted - motivate participants and help to a more satisfactory research experience Follow us: @olympiamilano @FTress #GOR14 22

DISCUSSION  Inter-dependence of single personality traits: working with complex personality profiles (e.g. open, extroverted and agreeable)  How to deal with MROCs about topics that correlate with personality traits (e.g. fashion, drinking out, …) Follow us: @olympiamilano @FTress #GOR14 23

CHRISTIAN DÖSSEL MANAGING DIRECTOR MM-EYE christian.doessel@mm-eye.com +49 (0) 40 3068 88-28 @olympiamilano FLORIAN TRESS DIRECTOR R&D NORSTAT DEUTSCHLAND florian.tress@norstat.de +49 (0) 89 5480 194-41 @FTress Follow credit: morguefile.com image us: @olympiamilano @FTress #GOR14 24

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