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.
Os cientistas de dados de métodos comportamentais se preocupam com a experiência do painelista porque uma ótima experiência do painelista resulta em nossos melhores dados coletados, o que resulta em clientes satisfeitos. Para isso, pensamos em como é toda a experiência do painelista. A pesquisa de registro foi fácil de ser preenchida? A participação é gratificante? O painelista sente que está moldando seu mundo? Na Nielsen, nossos cientistas de dados de métodos comportamentais reúnem insights sobre os participantes de nossos painéis e suas experiências, e criam maneiras de otimizar a qualidade dos dados.
Muitos dos pesquisadores comportamentais que trabalham no departamento de ciência de dados da Nielsen têm treinamento aprofundado em pesquisa de levantamento, psicologia, sociologia e antropologia, entre outros campos. Alguns desses pesquisadores se concentram na coleta científica e sistemática de informações por meio de métodos como grupos de foco, entrevistas aprofundadas, pesquisas, observação e testes de usabilidade. O uso desses métodos qualitativos, ou métodos focados em palavras e experiências, em vez de números e padrões de grande escala, proporciona uma compreensão da experiência do painelista e identifica maneiras pelas quais nossos cientistas de dados podem melhorar a medição da Nielsen. A seguir, analisaremos a variedade de maneiras como a pesquisa é conduzida para a medição de classe mundial da 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. It’s valuable because it bridges the gap that can exist between what humans say and what they do. Think of when you visit your dentist—have you ever lied about how often you’re 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 “negative” behaviors, and wanting to please others by saying and doing the “right things.” 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. They’re 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, we’re 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 Nielsen’s 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 they’re 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.
Esses métodos nos permitem entender melhor por que e como os dados que coletamos são gerados. Conversando com os participantes do painel, pesquisando-os e observando seu comportamento, podemos identificar padrões que os participantes podem não ser capazes de compartilhar com a Nielsen. Também podemos identificar fontes de erros de medição, como perguntas de pesquisa que podem não estar claras para os participantes ou dificuldades com medidores que podem levar à redução da conformidade.
Embora os resultados dessas iniciativas gerem conjuntos de dados menores que nem sempre fornecemos a clientes externos, eles moldam as escolhas e decisões que tomamos internamente e ajudam a garantir que a voz de nossos participantes do painel afete as decisões de medição que tomamos na Nielsen. Isso garante que os dados fornecidos aos nossos clientes sejam de primeira qualidade - a ciência por trás do que está por vir.
