INTERVIEW: Jane Collins [MySpace/BlogHer Research/Insights Guru]
Jane Collins worked with me at MySpace as Director of Consumer Insight, she is an expert in research and data analysis (hence the shades!). By her own admission she has “15+ years experience managing and implementing key research strategies for broadcast, cable, local market and network television”. Her role at MySpace meant she had the enviable task of interpreting data, spotting trends and basically explaining the what’s, the how’s, the why’s of the very (overly?!) complex world of online statistics to the grossly over-caffeinated (me). Now Director of Market Research for BlogHer [LinkedIn], she took five to sit down with me and gave me the lowdown on comScore and Nielsen. If you need an expert in the field call Jane, I can’t recommend her highly enough.Ok, let’s start with how comScore and Nielsen get their data.
Both comScore and Nielsen Online recruit large panels of respondents. comScore recruits online only and Nielsen uses a combination of random digit dialed telephone and online recruiting. comScore installs software on the respondent’s computer(s) to track usage and Nielsen installs a patented electronic meter on the computer(s) to track usage.
What are the differences between Nielson and comScore methodologies in laymen’s terms?
comScore is considered the “currency” for online measurement by most, however Nielsen Online Netscape is catching up. One of the main differences used to be sample size, with comScore over 100,000 respondents and Nielsen only 20,000 in its sample. This has changed recently with Nielsen’s new RDD Online measurement. They have increased the sample to approximately 200,000 and now use both online methodology as well as RDD phone contact to recruit respondents. This may make their sample more friendly to sites with younger users. [More info on methodology : comScore / Nielsen]
Interesting – sometimes they are like chalk and cheese – why so different?
Both services are sample based with metrics projected and their methodology differs. Unless they are both doing a complete census, one would always expect differences.
Here’s where you get a Christmas hamper or hatchet – which is better?
Now that Nielsen has increased its sample size and improved methodology, they are about the same. However comScore has a superior online interface for clients, and trends back a few months longer.
comScore just gave you an air kiss. What’s the best thing to keep in mind when using research?
Nearly all online syndicated research is sample based, so the results have a margin of error. It’s important to compare these third party data results to internal metrics for quality control, and to make sure they are at least mirroring each other directionally in trends. Quantitive data can only answer the “how many” question. For additional insight and to answer the “how and why” part of the question about the online audience, it helps to round out the picture with surveys and qualitative syndicated data such as @Plan, MRI, etc.
And how about when you are conducting research?
Really strategize about what you are looking for and understand that there is a time element to putting together top notch research. A comprehensive online survey can’t be initiated and turned around in a day. It sometimes takes weeks to get enough respondents to build out a meaningful sample.
What are some common mistakes when conducting research and how can you avoid them?
Making huge, sweeping decisions based on results that are either a) too new (you’ve only got a month or two of data and there is not a proper trend yet) or b) the results are based on a very tiny sample. The smaller the sample, the more likely that there is a relatively wide margin of error in the responses.
Time spent, clicks and unique users are pretty standard stuff these days – what do you see as the future of online measurement?
For the entertainment ad sales vertical, using tracking tools like OTX to measure ad effectiveness in terms of increased awareness, intent to view, interest for TV and Movies. Using “fusion” based syndicated products to compare actual reach for online properties to other media such as television and print. [NOTE: original interview done in 2009]
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PR, Public Relations & communications news and features 04.26.10 at 12:44
[...] 0 Add your comment Read the interview here. Published Apr 26 2010, 01:43 PM by Paul Armstrong Filed under: myspace, measurement, comscore, [...]
Ged Carroll 04.26.10 at 15:04
It used to be that NNR was better in Europe because of the way that the panels were made up. Not so sure if this the case now.