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Research reveals 3 mindsets towards privacy regarding social listening data collection. Big implication - privacy policies should be tailored to mindsets. Presentation shows how.
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People’s Mindsets towards Collecting Conversations: A Preliminary Study
Presented by: Stephen D. Rappaport, The ARF
Presented to: AIMRI, April 27, 2012
Authors: Stephen D. Rappaport, The ARF; Howard R. Moskowitz, MJI; Tom Woodnutt, Conversations Strategist
You Listening to Me?
©2012. ARF and Questioning Institute.All Rights Reserved
Background
“Listening” adoption Research societies issue
practice and ethics guidelines
Question: How concerned are people about having their conversations collected? Which practices are ethical?
Aim: Contribute to industry understanding so that conversation collection is in the best interests of companies and people
©2012. ARF and Questioning Institute.All Rights Reserved
DEVELOPED ELEMENTS FOR VIGNETTES
ANALYZED DATA
SURVEY
STUDY POPULATION: Adults 18+
Total Sample
Seg 1 Self Driven Online
Banking Seekers
Seg 2 Technology/
High Security Seekers
Seg 3 Collaborative
Online Seekers
Seg 4 Personal Touch with Technology
Base Size: (267) (105) (50) (59) (53) Constant: 31 34 28 31 26
OC1 Connect online in 'real time' with a customer rep via instant messaging, voice over IP or video conferencing via your computer 0 2 2 5 -13
OC3 Faster loan application process…work in real time online with a loan officer 0 0 -8 12 -8
OC4 Our bank's customer service reps will help you browse and use our online banking services -1 0 -6 10 -10
OC2 Use our online tool to find and schedule at your convenience an online working session with an expert such as investment broker, insurance agent, and/or loan officer -3 1 -11 6 -12
ON3 We will answer all your requests in 'real time' by email, instant or text messaging 1 7 -11 3 -1
ON4 We offer 'On demand' status reports for services requests (e.g., loan application) delivered to you via e-mail, text or instant messaging
1 6 -4 -3 0ON2 No more paper mail... We will send you statements and images of
transactions securely by email -2 5 -17 -5 2ON1 We allow you to pay bills securely using your mobile devices (cell
phone, PDA, Blackberry, etc.) -4 2 -13 -9 -2
BR3 We offer a bank-issued smart card so we can recognize you entering the branch and process your needs faster 4 2 6 -3 13
BR4 Choose a secure eye or finger security scan to identify you immediately in-branch and at ATM 4 3 10 -1 3
BR2 We have the most secure biometric system that identifies you as you enter the branch so we can process your needs faster 2 -1 8 -5 6
BR1 We will recognize our customer's mobile phone signal when entering a branch so we can recommend appropriate bank products, promotions and special services -4 -3 -6 -11 2
Online Collaborative
Online Other
In-Branch Recognition
No more paper mail – we will send you copies of statements by secure e-mail
Securely manage your account by PDA, Internet of automated telephone
Our banks customer services reps will help browse & use our on-line services
Manage all your banking needs with a state of the art kiosk and be confident that live help is available if you need it
No more paper mail – we will send you copies of statements by secure e-mail
Securely manage your account by PDA, Internet of automated telephone
Our banks customer services reps will help browse & use our on-line services
Manage all your banking needs with a state of the art kiosk and be confident that live help is available if you need it
MINDSETS SEGMENTATION WIZARDINTERESTS/EMOTIONS
Recruited through online panel
April 2-3, 2012
301 completes, 18+ Online Panelists
IdeaMap
©2012. ARF and Questioning Institute.All Rights Reserved
Vignette Elements(Deconstructed from Industry Guidelines and Privacy Statements)
©2012. ARF and Questioning Institute.All Rights Reserved
Respondent Orientation
©2012. ARF and Questioning Institute.All Rights Reserved
Stimulus: 48 VignettesRated for: 1) Level of Concern 2) Ethicality
©2012. ARF and Questioning Institute.All Rights Reserved
Respondents: Socially Active
Have Social Account?
Yes: 93%
No: 07%
©2012. ARF and Questioning Institute.All Rights Reserved
Respondents: Savvy About Listening;Favorable-Neutral to Listening
©2012. ARF and Questioning Institute.All Rights Reserved
Total Sample: Just 1/5 Concerned; Passive Identification the Biggest Concern
©2012. ARF and Questioning Institute.All Rights Reserved
Total Sample (Ethical Concerns)
Decreases Ethicality:
-Passively collected tech info used to ID consumer
Increases Ethicality:
- No element
No Guidance Being Watched
©2012. ARF and Questioning Institute.All Rights Reserved
Segmentation Revealed 3 MindsetsElements show what increases concern and reduces concern
©2012. ARF and Questioning Institute.All Rights Reserved
Segment 1: “I Want Control”
Increases Concern:
-TOS allowing conversation collection
-Collecting friends-only conversations consumers agreed to make available
-Collecting conversations that can be read by anyone
-Passive collection for ID
-PII used to verify data permissions
“Big Brother”
Decreases Ethicality:
-TOS allowing conversation collection
-Collecting friends-only conversations consumers agreed to make available
-Collecting conversations that can be read by anyone
-Passive collection for ID
©2012. ARF and Questioning Institute.All Rights Reserved
Segment 1: “I Want Control”
Increases Ethicality:
-Researchers get permission before collecting data
-Consumer consent obtained before collecting data
Individual Has Control
Decreases Concern:
- Personal control over data collection and use
©2012. ARF and Questioning Institute.All Rights Reserved
Segment 2: “Collect with Integrity”
Increases Concern:
-Consent for kid collection
-Consumers control data collection and use
-Privacy programs for PII
-Opt-out from collection
-Data security
-Consent for any collection
-Data destroyed when not needed
-Passive collection for ID
-Data handling preferences respected
Setting Preferences
Decreases Ethicality:
-Consent for kid collection
-Consumers control data collection and use
-Privacy programs for PII
-Opt-out from data collection
-Data security
-TOS allows data collection
-Data used only for MR
-Protection from intrusions
©2012. ARF and Questioning Institute.All Rights Reserved
Segment 2: “Collect with Integrity”
Increases Ethicality:
-Prompt complaint handling
-How we use your data statement
-Friends-only posts not collected
-Co’s violating privacy held accountable
-Conversations always made anonymous
Act Honorably
Decreases Concern:
-Prompt complaint handling
-How we use your data statement
-Friends-only posts not collected
-Info not sold to 3rd parties
-PW protected posts not collected
-Conversations collected for lawful use only
-No harm from collection
-Posts read by anyone
©2012. ARF and Questioning Institute.All Rights Reserved
Segment 3: “Protect My Privacy”
Increases Concern:
-TOS allows data collection
-Friends-only posts not collected w/wo permission
-Opt-out anytime
-Collected data not used to sell
-Change preferences when privacy policies change
-Posts read by anyone
-How we will use your data statement
-Collected data used for MR
Anxiety about Info “Out There”
Decreases Ethicality:
-TOS allows data collection
-Consent required for collection
-Confirm what researchers allowed to collect
-Researchers get permission before collection
-Consumer control data collection and use
-Data destroyed when not needed
-Data not sold to others
-Tech info used to ID consumer
©2012. ARF and Questioning Institute.All Rights Reserved
Segment 3: “Protect My Privacy”
Increases Ethicality:
-Privacy programs to protect PII
-Privacy policies explain PII handling
-Data collection purposes not falsely stated
-Data handling preferences always respected
-Collected info used only for lawful purposes
Confidence in Protection
Decreases Concern:
-Privacy programs to protect PII
-Privacy policies explain PII handing
-Data collection reasons not falsely stated
-Data handling preferences always respected
-Regulation by research industry
-Privacy settings always respected
-Companies violating privacy held accountable
©2012. ARF and Questioning Institute.All Rights Reserved
Emotional Responses to Data CollectionNot very strong overall
INDIFFERENCE: Most commonly expressed emotion: 35%
ANGER, DISGUST, FEAR, SADNESS: 5%-29%
HAPPINESS, SURPRISE, EMPOWERMENT, OPTIMISM: 1%-16%
©2012. ARF and Questioning Institute.All Rights Reserved
Demographic/Activity Differences are SlightDon’t explain mindset differences
©2012. ARF and Questioning Institute.All Rights Reserved
Implications: Research Industry
“One-size fits all” social listening collection policies do not capture the range of mindsets
Although “natural level” of concern is low in segments, they’re extremely sensitive …
concern can flip in an instant
Consumers can have a “panic attack” at any moment
©2012. ARF and Questioning Institute.All Rights Reserved
Implications: Collection Practice
Tailor collection policies that: lessen concern increase the perception of ethicality, and Satisfy the emotions of each mindset
Collection practices can be universal, what differs is their presentation to consumers
©2012. ARF and Questioning Institute.All Rights Reserved
Approaches to Mindset-based Data Collection “I Want Control”
Provide tools or preference settings that give consumers control in advance over collection and use
“Collect with Integrity” Spell out what will and won’t be collected Detail complaint handling, accountability Emphasize anonymity of own and friend’s data
“Protect My Privacy” Explain how PII and data is protected and handled Accurately state purposes for data collection Assure that collected info is used lawfully
©2012. ARF and Questioning Institute.All Rights Reserved
Implementation Steps
Assign each person to a mindset using a segmentation wizard
Do this during registration or reviews of terms of service Provide collection policy geared to each person’s
mindset
©2012. ARF and Questioning Institute.All Rights Reserved
Conclusions and Next Steps
One size fits all data collection statements risk consumer turn-off
Mindset-based collection approaches allows researchers to tailor listening collection practices to consumers
Replicate study periodically to trend mindsets, identify changes and update collection practices to stay in sync with consumers
Expand mindset research to additional areas to create scientifically-based research practices that include the views of consumers and professionals
©2012. ARF and Questioning Institute.All Rights Reserved
Thank You!
For further information about this study: Stephen D. Rappaport, The ARF
Phone: 646-465-5738 Email: srappaport@thearf.org Twitter: @steverappaport
Co-author Contacts: Howard R. Moskowitz, Ph.D.
hmoskowitz@questioninginstitute.com Tom Woodnutt, Conversations Strategist
tomwoodnutt@gmail.com @tomwoodnutt
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