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Webinar - Using Emoji Scales for Survey Research and Data Collection

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NYAAPOR’s webinar will focus on the topic of using emoji scales in survey research and for collecting customer/user feedback.

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Market research and technology firms have become increasingly interested in the use of emoji scales to capture respondents’ sentiment. Some researchers regard emoji scales as a less culturally biased and as more readily interpretable by respondents. This webinar will provide an overview of recent studies and/or pilot programs conducted by three organizations exploring the use of emojis for various purposes with differing methodologies.

JD Power has conducted methodological studies assessing respondents’ preferences for emoji scale length and emphatic expressions as well as compared the results of data collected on emoji scales vs. standard 10-point scales. IBM has piloted the use of emoji kiosks to collect real-time feedback on users’ experiences in Agile employee workplaces at its on-site IT Support desks. The Advertising Research Foundation (ARF) has conducted research on the effective use of different types of emoji scales vs. semantic and five-point numerical scales on different types of screens (desktop, tablet, mobile).

About the Presenters:

Valerie Lykes, Ph.D.,Senior Marketing Scientist,J.D. Power

Valerie is a Senior Marketing Scientist with J.D. Power. She joined the firm in 2014 and leads internal research efforts in the United States which include testing new survey methodologies, improving response rates and quality, testing/sourcing new sample, and refining the survey taker experience. Valerie has a Doctorate in Interdisciplinary Social Psychology from the University of Nevada, Reno. She has a Bachelor’s in Economics and Psychology from Muhlenberg College.

Jay Mattlin, Media and Marketing Researcher,Advertising Research Foundation (ARF)

Jay is the principal consultant at JAM Research LLC where one of his primary clients includes the ARF where he serves as Director of the ARF Council Program. He was previously SVP for New Ventures at MRI, a firm that specializes in media research. At GfK MRI, he was responsible for investigating and pursuing new technologies, products, markets and opportunities to enhance media measurement capabilities. He began his research career at the Institute for Survey Research at Temple University. He has written and presented papers or served as a discussant at National AAPOR conferences, the Print and Digital Research Forum, and ARF conferences. Jay has a Master’s from Bob Groves’ Applied Social Research program at the University of Michigan.

Mark Wise Ph.D., Senior UX Researcher,IBM CIO Design

Mark is a senior user research and usability practitioner with IBM. He started at IBM in 1999 and is currently responsible for user research and analytics for applications internal to IBM. In addition, Mark develops materials to support and educate IBM designers on user research methodologies. Outside of IBM, he is an adjunct professor at Embry-Riddle University and Empire State college where he teaches classes in research design, statistics, and human-computer interaction.

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