Ethnography Training for Experiential Marketing Event Staff
At PortMA, we like to be involved in the training of survey administration at experiential marketing events where we collect data. Clients are typically happy for the help and appreciate the fact that we make their jobs just a bit easier. We have done it thousands of times and have it down to a science. This post will cover topics we discuss with experiential marketing event staff when we conduct training for data collection.
1. We review the methods for how data will be collected.
First and foremost, we make sure all staff knows how to use the devices provided to collect data at experiential marketing events. If you can’t use the device, you can’t collect data. If we use a special application to collect data, we teach the staff how to gain access to the app and how to use it as well.
2. We cover positioning and the time to survey.
We show experiential marketing event data collection staffs how to position themselves at the footprint to most effectively collect data. You definitely don’t want to have staff standing in a place that will impede the flow of traffic in and out of the event. Depending on the research objectives, we may also teach staff when to administer the survey. For example, if the objective is to collect both control and test data, we tell the staff to collect data before and after patrons have participated in the experience. If impact of the event is all that is needed, we direct staff to survey patrons after their experience has ended.
3. We direct staff on how to approach consumers.
We have learned that it’s not always so much what you say, but how you say it. If experiential marketing event staff simply ask people if are willing to take a survey, most say “no” because they think of the long 50-question surveys you get after a hospital stay. BUT, if staff are directed to approach people with a big smile and greet them with “Hi! May I ask you a couple of questions about your experience today? It should take less than two minutes to complete,” most people can’t resist.
4. We stress that each question needs to be asked exactly as it appears.
This is critical. Interpreting questions can inflluence bias. Our questions are meticulously created to remove bias. Therefore, they must be read as they are written. We understand experiential marketing event staff may be tempted to interpret, especially if someone asks, “What do you mean?” We teach them how to respond when those situations arise. We tell them to ask the respondent to answer to the best of their ability, then offer to repeat the question.
5. We tell staff how many surveys to collect per event.
We have quotas that need to be met in order for our research teams accomplish their objectives. Knowledge is power, so we want the staff who will be responsible for data collection to know how many surveys they need per event. We let them know that collecting more is great, but some events may have unexpected difficulties. As long as we get enough data for analysis, we don’t want to make their lives too difficult.
If you haven’t had the experience we have with training field staff on collecting data, the tips above should help you move in the right direction. If you want more information, contact us. We are here to help.
Photo Source: https://www.flickr.com/photos/tamuc/