At Nielsen, we believe that our panels make our company stand out. We devote a great deal of time and resources to ensuring that our panels produce high-quality data. By combining big data with smaller data sets from carefully chosen and measured households, we believe that we provide a higher quality of insights than anyone else in the marketplace.
Ilmuwan data metode perilaku sangat peduli dengan pengalaman panelis karena pengalaman panelis yang baik akan menghasilkan data terbaik yang kami kumpulkan, yang berujung pada klien yang puas. Dan untuk mencapai hal tersebut, kami memikirkan seperti apa pengalaman panelis secara keseluruhan. Apakah survei pendaftaran mudah diisi? Apakah partisipasinya bermanfaat? Apakah panelis merasa bahwa mereka sedang membentuk dunia mereka? Di Nielsen, para ilmuwan data metode perilaku kami mengumpulkan wawasan tentang panelis kami, pengalaman mereka, dan merancang cara untuk mengoptimalkan kualitas data.
Banyak peneliti perilaku yang bekerja di departemen sains data Nielsen memiliki pelatihan mendalam dalam penelitian survei, psikologi, sosiologi, dan antropologi, di antara bidang-bidang lainnya. Beberapa peneliti ini berfokus pada pengumpulan informasi secara ilmiah dan sistematis melalui metode seperti kelompok fokus, wawancara mendalam, survei, observasi, dan pengujian kegunaan. Dengan menggunakan metode kualitatif ini, atau metode yang berfokus pada kata-kata dan pengalaman daripada angka dan pola skala besar, memberikan pemahaman tentang pengalaman panelis dan mengidentifikasi cara-cara yang dapat dilakukan oleh para ilmuwan data kami untuk meningkatkan pengukuran Nielsen. Selanjutnya, kami akan mengulas berbagai cara penelitian yang dilakukan untuk pengukuran kelas dunia Nielsen.
Observation
Behavior researchers use observation to see how people interact with meters, surveys and other measurement tools. Observation is perhaps the most basic data collection method in the behavioral sciences. Itโs valuable because it bridges the gap that can exist between what humans say and what they do. Think of when you visit your dentistโhave you ever lied about how often youโre flossing? Or perhaps you know someone who stretches the truth about how much they exercise when their doctor asks. People commonly misreport their behavior for reasons such as: having incorrect memories of an event, wanting to paint a positive picture of themselves by omitting โnegativeโ behaviors, and wanting to please others by saying and doing the โright things.โ This leads research participants to distort the truth. Observation allows scientists to see what people are doing and overcome the errors of social desirability.
Surveys
Surveys are useful for understanding beliefs, behaviors and attitudes in large groups of people and for collecting characteristic information. They can help to reveal patterns that are not always obvious in smaller data sets. Theyโre also useful for gathering information on sensitive subjects, such as topics that people might consider private, or for gathering information to compare groups of people and their behaviors over time. Nielsen uses surveys to understand opinions and behaviors of current and former panelists. Among our surveys, weโre most well known for our radio diaries, which survey people about the shows, stations and programming they enjoy. We are also well known for our Scarborough service, which surveys people about their print media, local television, shopping, and radio listening habits, to name a few.
Usability testing
Usability practitioners conduct testing to understand how people use websites, tools, and technology. Think about the last time you paid a bill online. Was the experience pleasant? Was it easy to navigate to the bill payment section of the site? Did you feel like the website looked trustworthy? If you answered yes to all of those questions, you experienced a well-designed site. Unfortunately, many websites are confusing and challenging for regular people to navigate. Usability testing is important because it involves watching real people use products and websites. Observation, combined with researcher questions, help designers understand how to improve their products. Usability testing has been used to upgrade Nielsenโs computer and mobile panel web page, as well as our mobile app.
Interviews
In-depth interviews consist of an interviewer and interview participants and typically last between 30 minutes and an hour. A well-run interview session is like a great first date, with the interviewer making the respondent feel comfortable while getting to know a great deal of detail about one or more areas of their life. Interviewers are trained in active listening, on-the-spot data analysis, and in asking probing questions. Interviewers follow pre-written lists of questions about one or more topics of interest. Data scientists might ask about pain points that panelists experience as part of their participation, as well as about the benefits of participating in a panel and exit interviews with individuals who are no longer in a panel.
Focus groups
Focus groups are designed to gather a range of opinions on one or more topics. Focus groups are typically made up of six to eight participants and a moderator trained in facilitating group dynamics and in asking open-ended questions. We use focus groups when we want to understand how a group of people might talk about an issue. Skilled moderators make participants feel like theyโre chatting with friends. The benefit is that the conversation will remain on the topic(s) of interest and can show diversity of opinions or that most people agree. Focus groups typically last between one and two hours and can involve questions, surveys, activities and idea generation. Panelists typically do not participate in focus groups, but they may be invited to participate after their panel participation is over to give feedback on future directions for research.
Metode-metode ini memungkinkan kami untuk lebih memahami mengapa dan bagaimana data yang kami kumpulkan dihasilkan. Dengan berbicara kepada panelis, mensurvei mereka dan mengamati perilaku mereka, kami dapat mengidentifikasi pola-pola yang mungkin tidak dapat disampaikan oleh peserta kepada Nielsen. Kami juga dapat menentukan sumber kesalahan pengukuran, seperti pertanyaan survei yang mungkin tidak jelas bagi partisipan, atau kesulitan dengan alat pengukur yang dapat menyebabkan berkurangnya kepatuhan.
Meskipun hasil dari inisiatif ini menghasilkan kumpulan data yang lebih kecil yang tidak selalu kami berikan kepada klien eksternal, inisiatif ini membentuk pilihan dan keputusan yang kami ambil secara internal dan membantu memastikan bahwa suara panelis kami memengaruhi keputusan pengukuran yang kami ambil di Nielsen. Hal ini memastikan bahwa data yang diberikan kepada klien kami adalah yang terbaik-ilmu pengetahuan di balik apa yang akan terjadi selanjutnya.
