Question 1

How should we monitor incidence and LOI live across markets?

Accepted Answer

You can monitor incidence rate and LOI (Length of Interview) in real time by using a centralized fieldwork dashboard that aggregates data from all markets. Modern survey platforms and panel providers often offer live reporting tools where you can see key stats like qualification rates (incidence) and average survey duration (LOI) by country as responses come in. If you're using multiple panels or agencies, make sure they feed into one interface so you aren't juggling separate reports. Also consider setting up alerts for anomalies — if one market's incidence drops too low or LOI spikes due to translation issues, you'll know immediately and can intervene. The goal is to have a single, live view of field progress across regions so you can troubleshoot sampling or questionnaire issues early and ensure consistent data quality worldwide.

Question 2

What exposure count ensures reliable attention and recall reads?

Accepted Answer

In advertising research, exposing participants to a stimulus a few times (rather than just once) tends to yield more stable attention and recall measures. Often, two to three exposures in a testing environment strikes a good balance: one exposure might not imprint enough for reliable recall, while too many (say 5+) can create artificial familiarity. A moderate number of exposures also better mimics real-world ad frequency - people usually see a campaign several times. In practice, campaigns often aim for roughly 5-6 impressions per person to maximize recall without causing fatigue_x000D_, but in a research setting even 2-3 exposures can significantly improve the signal. Essentially, a modest frequency ensures that attention metrics (like eyes-on-screen time) and memory metrics are measured under conditions closer to real life, improving the reliability of your read without overexposing respondents.

Question 3

Does higher likeability always predict binge completion or share?

Accepted Answer

High likability doesn't always guarantee that viewers will binge-watch a show to completion or share it with others. Content can be enjoyable on the surface yet not compelling enough to drive a marathon viewing session or inspire recommendations. Factors like narrative suspense, emotional investment, and peer buzz often play a bigger role in whether someone keeps watching or tells friends, beyond just liking the characters or premise. For example, a gentle, feel-good series might be well-liked but only watched occasionally, whereas a suspenseful show with slightly lower likability can trigger binge behavior thanks to cliffhangers. In practice, a likeability score is only one indicator; truly binge-worthy content usually combines being likable with hooking viewers via intrigue. Research teams should therefore track engagement metrics (completion rates, shares) and qualitative feedback alongside simple liking ratings to get the full picture.

Question 4

Does digital ethnography eliminate the need for traditional fieldwork?

Accepted Answer

Digital ethnography provides a convenient way to study consumers in their natural environment online, but it doesn't completely eliminate the need for traditional in-person fieldwork. Remote methods like online diaries, video interviews, and social media observation can capture rich insights at scale and across different regions without travel. However, there are still nuances that are best captured on the ground — things like the feel of a physical space, in-person body language, or unspoken cultural cues that a researcher can sense only by being there. Many organizations use a hybrid approach: leveraging digital ethnography for efficiency and breadth, and then doing selective in-person visits for depth on complex questions. This way, they get the scalability of digital methods without losing the contextual understanding that traditional fieldwork offers.

Question 5

When should exposure logs feed directly into effectiveness testing pipelines?

Accepted Answer

Feeding exposure logs (records of who saw an ad or message) directly into effectiveness testing pipelines makes sense when speed and continuous learning are critical. If you need real-time or near-real-time measurement of an intervention's impact - such as monitoring an ad campaign's performance as it runs - automatically piping the exposure data into your testing or analytics system allows immediate updates. This is most useful in large-scale digital programs where exposure and outcome data flow constantly and decisions (like adjusting spend or targeting) can be made on the fly. However, it should be done only after the data is cleaned and properly structured, because direct feeds of messy log data can lead to faulty conclusions. In short, use direct integration when timely feedback is valued and your data processes are mature enough to handle continuous input without compromising accuracy.

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Market Research FAQs with Expert Insights

How should we monitor incidence and LOI live across markets?

What exposure count ensures reliable attention and recall reads?

Does higher likeability always predict binge completion or share?

Does digital ethnography eliminate the need for traditional fieldwork?

When should exposure logs feed directly into effectiveness testing pipelines?