You Listening to Me?

Peoples Mindsets towards Collecting Conversations: A Preliminary Study

Presented by: Stephen D. Rappaport, Questioning Institute Presented to: AIMRI, April 27, 2012
Authors: Stephen D. Rappaport, The ARF; Howard R. Moskowitz, MJI; Tom Woodnutt, Conversations Strategist

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

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STUDY POPULATION: Adults 18+

DEVELOPED ELEMENTS FOR VIGNETTES

Recruited through online panel April 2-3, 2012 301 completes, 18+

IdeaMap

SURVEY

Online Panelists ANALYZED DATA

MINDSETS
Total Seg 1 Self Sample Driven Online Banking Seekers Base Size: Constant: Online Collaborative OC1 Connect online in 'real time' with a customer rep via instant messaging, voice over IP or video conferencing via your computer OC3 Faster loan application processwork in real time online with a loan officer OC4 Our bank's customer service reps will help you browse and use our online banking services 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 Online Other ON3 We will answer all your requests in 'real time' by email, instant or text messaging ON4 We offer 'On demand' status reports for services requests (e.g., loan application) delivered to you via e-mail, text or instant ON2 messaging No more paper mail... We will send you statements and images of transactions securely by email ON1 We allow you to pay bills securely using your mobile devices (cell phone, PDA, Blackberry, etc.) In-Branch Recognition BR3 We offer a bank-issued smart card so we can recognize you entering the branch and process your needs faster BR4 Choose a secure eye or finger security scan to identify you immediately in-branch and at ATM BR2 We have the most secure biometric system that identifies you as you enter the branch so we can process your needs faster 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 (267) 31 (105) 34 Seg 2 Technology/ High Security Seekers (50) 28 Seg 3 Seg 4 Personal Collaborative Touch with Online Seekers Technology (59) 31 (53) 26 0 0 -1 2 0 0 2 -8 -6 5 12 10 -13 -8 -10

INTERESTS/EMOTIONS

SEGMENTATION WIZARD
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

-3

-11

-12

Our banks customer services reps will help browse & use our on-line services
1 1 -2 -4 7 6 5 2 -11 -4 -17 -13 3 -3 -5 -9 -1 0 2 -2

Manage all your banking needs with a state of the art kiosk and be confident that live help is available if you need it

4 4 2

2 3 -1

6 10 8

-3 -1 -5

13 3 6

-4

-3

-6

-11

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Vignette Elements (Deconstructed from Industry Guidelines and Privacy Statements)

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Respondent Orientation

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Stimulus: 48 Vignettes Rated for: 1) Level of Concern 2) Ethicality

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Respondents: Socially Active

Have Social Account? Yes: 93% No: 07%

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Respondents: Savvy About Listening; Favorable-Neutral to Listening

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Total Sample: Just 1/5 Concerned; Passive Identification the Biggest Concern

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Total Sample (Ethical Concerns)

Decreases Ethicality: -Passively collected tech info used to ID consumer Increases Ethicality: - No element

Being Watched
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No Guidance

Segmentation Revealed 3 Mindsets Elements show what increases concern and reduces concern

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Segment 1: I Want Control

Big Brother Increases Concern: -TOS allowing conversation collection -Collecting friends-only conversations consumers agreed to make available 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

-Collecting conversations that can be read by anyone

-Passive collection for ID -PII used to verify data permissions

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Segment 1: I Want Control

Individual Has Control Decreases Concern: - Personal control over data collection and use Increases Ethicality: -Researchers get permission before collecting data -Consumer consent obtained before collecting data

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Segment 2: Collect with Integrity

Setting Preferences Increases Concern: -Consent for kid collection Decreases Ethicality: -Consent for kid collection

-Consumers control data collection and use

-Privacy programs for PII -Opt-out from collection

-Consumers control data collection and use

-Privacy programs for PII -Opt-out from data collection

-Data security
-Consent for any collection -Data destroyed when not needed -Passive collection for ID -Data handling preferences respected

-Data security
-TOS allows data collection -Data used only for MR -Protection from intrusions

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Segment 2: Collect with Integrity

Act Honorably Decreases Concern: -Prompt complaint handling Increases Ethicality: -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
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-How we use your data statement

-Friends-only posts not collected -Cos violating privacy held accountable -Conversations always made anonymous

Segment 3: Protect My Privacy

Anxiety about Info Out There Increases Concern: -TOS allows data collection 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

-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

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Segment 3: Protect My Privacy

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 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

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Emotional Responses to Data Collection Not very strong overall

INDIFFERENCE: Most commonly expressed emotion: 35% ANGER, DISGUST, FEAR, SADNESS: 5%-29% HAPPINESS, SURPRISE, EMPOWERMENT, OPTIMISM: 1%-16%

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Demographic/Activity Differences are Slight Dont explain mindset differences

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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, theyre extremely sensitive concern can flip in an instant

Consumers can have a panic attack at any moment

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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

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Approaches to Mindset-based Data Collection

I Want Control

Provide tools or preference settings that give consumers control in advance over collection and use Spell out what will and wont be collected Detail complaint handling, accountability Emphasize anonymity of own and friends data Explain how PII and data is protected and handled Accurately state purposes for data collection Assure that collected info is used lawfully

Collect with Integrity

Protect My Privacy

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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 persons mindset

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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

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Thank You!

For further information about this study:

Stephen D. Rappaport, The ARF

Phone: 646-801-8648 Email: srappaport@questioninginstitute.com Twitter: @steverappaport

Co-author Contacts:

Howard R. Moskowitz, Ph.D.

hmoskowitz@questioninginstitute.com tomwoodnutt@gmail.com @tomwoodnutt

Tom Woodnutt, Conversations Strategist

2012. ARF and Questioning Institute. All Rights Reserved