Results classified into 12 Americans Segments and the

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Ready To Learn Professional Development Seminar
2005

• Online Research Kids

Presented By Bruce B. Friend Online Testing
Exchange Media Entertainment Insights February
3, 2005
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Online Research and Kids
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About OTX

• Founded in 1999, today is the largest online-only
  research company in the U.S.
• Conducts all quantitative research online.
• Combines state-of-the-art internet technologies
  with traditional consumer research methodologies.
  
• Mission To be the consumer research company of
  the 21st century, providing insight through
  innovation.

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Online-Based Research

• Theres a paradigm shift occurring in the
  methodological data collection approach to
  quantitative research today.
• The world is coming to online-based research, and
  especially for kids research.
• And as an industry, we must embrace this change
  and accelerate the evolution of this new survey
  technology, just as we did with the telephone 50
  years ago!

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Online-Based Research

• Even today, the advantages of the online research
  survey process and experience far outweigh the
  limitations.
• The ability to create virtual online survey
  environments through 3D images, motion and sound
  is just one advantage.
• The ability to replace archaic central location
  testing for anything that doesnt involve taste,
  touch or smell is another.

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Online Interviewing Trends
In 2005 40 of all U.S. non-syndicated
quantitative-based consumer research will be
conducted online, and this will increases to 50
by the year 2007!
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The Sample Issues

• You cant reach a nationally representative, and
  therefore, project-able sample online (thus, for
  example, you cant conduct national political
  polls online).
• You cant accurately forecast actual behavior
  (i.e., U.S. movie attendance) using online
  tracking data.
• Online research convenience sample panels are
  overused and prone to heavy recruit bias.
• Theres no way to effectively validate an online
  sample and the subsequent results.

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The Sample Issues

• For issue 3 OTX has developed a unique
  sampling approach to overcome this.
• For issues 1, 2 and 4, two case studies that
  empirically disprove these
• Results from the OTX/12 Americans 2004 Online
  National Presidential Poll.
• Results from the OTX U.S. Daily Feature Film
  Tracking Study and Weekend Box Office Forecasting
  Model

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The OTX Online Sample

• OTX has access to over 25 million national
  online survey/sample respondents
• Through our own, carefully managed online panel
  community (otxsx.com)
• Partnerships with other online research
  communities (Greenfield, SSI, GoZing, GMI, etc.)
• And partnerships with major non-research online
  communities (e.g., NeoPets, Ecrush, BizRate,
  MiGente, BlackPlanet, AsianAvenue, Bolt,
  Telemundo, and many others)

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Case Study 1The OTX/12Americans Poll

• 12 Americans is a research polling and
  segmentation methodology that classifies
  Americans opinions into twelve groups, based on
  their political and social values and behavior.
• OTX and 12Americans conducted 2 waves of national
  presidential polling in an attempt to validate
  the OTX online sample and 12As GSS based
  socio-behavioral segmentation scheme
• Developed GSS-based scoring model to classify OTX
  internet interviews into the 12 Americans
  segments
• Determined validity and utility of using
  attitudinal/ behavioral segment weighting
• To adjust the internet sample to sample widely
  perceived as valid (e.g., the GSS), and compare
  these online results to major telephone-based
  polls

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The OTX/12Americans Poll

• Wave 1 Validation Study
• Fielded August 23rd August 25th (just prior to
  the Republican Convention)
• Sample pre-stratified to reflect adult 18 Census
  population composition by
• Age/sex
• Race/ethnicity
• Education (2 strata some HS or less/ HS grad or
  more)
• Results classified into 12 Americans Segments and
  then weighted to reflect 12As pop comp.

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The OTX/12Americans Poll

• What we learned about internet sample
• Under-represented with respect to
• Both inner-city rural minorities
• Lower income
• Less educated
• Rural white
• Religious conservatives
• As such, un-weighted results showed Kerry with a
  marginal lead, but when weighted

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The OTX/12Americans Poll

• Wave 2 Validation Study
• Fielded October 27th November 1st (just
  prior to the Presidential Election)
• Sample design same as wave 1
• Note 2 days longer in field compared to Wave
  1

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Case Study 2OTX Daily Film Tracking

• For the film studios OTX tracks/measures
• All opening theatrical wide-release (1,000
  screens) movies 6 weeks up to, and then through,
  release.
• Sampling 300 13 to 64 national movie-goers per
  day (1,500 per week), to assess the following
• Awareness (unaided and aided)
• Level of familiarity
• Level and type of media and personal buzz
  (positive, neutral or negative)
• Interest in see each of the movies in the theater
• Intentions on seeing a movie in general this
  weekend
• Choice of movie intend to see (overall this
  weekend)

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OTX Film Tracking 2/2/05
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OTX Film Tracking 2/2/05
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OTX Daily Film Tracking

• Other variables affecting movie-going behavior
• Total of screens the film is released on
• MPAA Rating
• Film genre
• Release date/seasonality
• Historical box office trends
• Reviews, weather, other unexpected events
  which can not be controlled for!

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OTX Daily Film Tracking

• From this ongoing tracking data, OTX has
  developed a forecasting model that
• Consistently and accurately forecasts opening
  weekend national box office results within a /-
  15 margin of error 95 of the time!
• Thus validating that you can consistently reach a
  nationally representative, projectable qualified
  sample (such as movie-goers) online.

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Last Weekends B.O. Results
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This Weekends B.O. Results

• Movie Title OTX Actual
• The Boogeyman 20M ?
• The Wedding Date 8.5M ?

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Online Research and Kids

• Online media literacy is very high among kids,
  given its use as both an educational and
  entertainment medium.
• As such, kids generally enjoy taking surveys
  online, if they are dynamic, well-designed and
  not too long (under 15 minutes)
• Most kids prefer to take surveys online versus
  the phone or in-person, and are far more
  comfortable doing so.

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Online Research w/Kids 6

• OTX regularly conducts the following types of
  online research with kids
• Formative Media entertainment product concept
  development research for
• Movies, video games, TV shows, magazines,
  websites, direct-to-video programs, etc.
• Summative Media/ad effectiveness (awareness/
  recall, appeal, persuasion) and AU studies
• Creative copy (print, video) testing, purchase
  intent studies, attitudinal and behavioral
  tracking studies
• and much, much more

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Online Research w/Kids 2-5

• OTX is in the process of developing and testing
  completely audio/visual based, text free surveys
  for preschool kids.
• All instructions are given by Jake and
  decisions/responses are captured using basic
  point and click (on objects) navigation.
• Still, online is limited (today) by the lack of
  observational capabilities, though even this
  might not be too far off (webcams?)

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Kids Research Challenges

• Must begin to measure and understand kids by
  behavioral segments, not just demographics.
• Strive to develop and validate (usability
  testing) more web-friendly surveys for kids.
• Keep pushing the envelope in terms of how we can
  evaluate kids attitudes and behavior, using new
  technology (as they continue to adopt it)

35
Ready To Learn Professional Development Seminar
2005

• Online Research Kids

Presented By Bruce B. Friend Online Testing
Exchange Media Entertainment Insights February
3, 2005