On January 30th, 2012, Survey Analytics sponsored a webinar on Mobile Market Research Trends. The webinar was moderated by Esther LaVielle of Survey Analytics and featured Romi Mahajan, CMO of Metavana, and Chad Bhandari, co-founder of SurveySwipe. Today we bring you the full text of Part 4 of the webinar, which covered the topic of HTML5.

Esther Rmah LaVielle

Esther LaVielle: All right, let’s go ahead and move on to the next thing, which is HTML5. And how would this benefit mobile market research? I’m going to go ahead and let Chad start.

Chad Bhandari

Chad Bhandari: Yeah, I think what I would like to focus in on is basically say that we are a software company, a technology company. And our goal is to make sure that we allow all the tools that are necessary to collect data for market researchers. So the way I see it is that surveys are all about distribution, or research is all about distribution in the sense that the more people you can reach in the form factors that people interact with today, the better it is because you’re going to collect more data. That’s a fundamental that I have.

And HTML5 really is a testament to that belief really because what HTML5 five allows us to do is while we have apps for the four major platforms; HTML5 allows us to reach other platforms that we may not have apps for. And even in the cases where we do have apps on mobile devices for a quick survey, HTML5 can come in pretty handy. So for QR code based scenarios, for example, if the respondent does not have an app installed, HTML5 essentially is a mobile, optimized survey solution. So really, it’s about reach and it’s about making sure that respondents have access to form factors that they are accustomed to using.

Romi Mahajan

Romi Mahajan: I don’t think anyone could say it better than what Chad just did. HTML5 is going to allow us to deliver value and exchange value with people on the devices of their choice in the context of their choice. And there is no more powerful statement about its power as a technology-enabling platform and the power of what’s being called SoLoMo, social/local/mobile. People are bandying that about, but there’s something very profound about what HTML5 allows or, let’s say, what it powers. So I’m not a technologist, but again, Chad said it best. It’s allowing people to use the device and context of their own choice.

Esther LaVielle: Very cool, very cool. I like that, SoLoMo, I haven’t heard that one. So that’s very neat. I will definitely keep that in my pocket. All right, so let’s go ahead and move on to a really fun topic that I really like getting to which is mobile ethnography.

That’s it for Part 4: HTML5.  The upcoming installments will cover the following topics: mobile ethnography and hyperlocal surveys.

Click This Link to Get the Webinar Video and Slides

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On January 30th, 2012, Survey Analytics sponsored a webinar on Mobile Market Research Trends. The webinar was moderated by Esther LaVielle of Survey Analytics and featured Romi Mahajan, CMO of Metavana, and Chad Bhandari, co-founder of SurveySwipe. Today we bring you the full text of Part 3 of the webinar, which covered the topic of Passive Data Collection.

Esther Rmah LaVielle

Esther LaVielle: All right, let’s go ahead and move on to our third topic here, which is passive data collection. This is a new thing to me. I actually have not heard about this until a couple days ago. So it’d be great if either Romi or Chad could tell us a little bit more about exactly what is this thing called passive data collection, and how does it work?

Chad Bhandari

Chad Bhandari: Absolutely, I’ll start, and then Romi can definitely contextualize it much better than I can. The idea here is that most of the research that we do today is active in the sense that we send out a survey, or we ask respondents to participate in an online chat, or participate in ideation, or participate in a community forum of sorts. The idea with passive data collection is that because we have apps installed on four different platforms, or we have apps available on four different platforms, you can actually get, with users’ consent, data that is extremely valuable for research.

As an example, I think my favorite thing is that we can actually– we today actually collect what apps people are running – except iPhone. On Android, since Android is a more open platform, we can actually figure out things like what apps are installed, what apps are currently running, how much data, cell phone, and wi-fi people are consuming per day, and, on top of that, we can obviously collect the operating system version, model, battery level. So very, very deep information that you can then tie it with a panelist’s profile. And then you can use that profile eventually to basically segment users whenever you’re trying to send surveys to or do deeper research.

Romi Mahajan

Romi Mahajan: So let me take off from that from what Chad said and talk about passive data collection in a slightly more philosophical way. I think Chad’s exposition of some of the technical details was awesome and what you can learn. But when I think about passive data collection, and it’s something that I’ve been thinking about now for a while as a marketer, the best analogy that I can think of is this notion of white coat syndrome in the medical profession, when the doctor walks in in his white lab coat, your blood pressure automatically goes up because you know something’s going on.

And most active methods of collecting data by definition skew the data you’re getting. Passive allows people to be in their normal context, in situ as it were, and allows you to really understand how they think, how they react, what their behavior is without some sort of force-fitted scenario. So the fact is that myself, I tend to be be an honest and authentic person. When I get a survey, part of me is wondering what should I answer? What other people who, if they were watching me, what would I say? How many drinks do I have a week? What should I put down on that survey, to be a little facetious about it. Passive data collection allows you to really understand what people do versus what they say they do.

And so I think it’s an incredibly powerful context, one in which if you think about it from another analogy, structured data gives you the skeleton of the body, and the unstructured passive data that you can collect fills out the body and makes a human out of it. So I’m extremely excited about this, about this trend, and I think we’ll see a lot more of it going forward now that we’re technically equipped to collect passive data with ease.

Chad Bhandari: One more thing that I would like to add, I absolutely agree with what Romi said. One other thing that we also do is when a survey is submitted, we actually automatically collect lat/long, the GPS location of where the survey was taken. So while that’s interesting, what that really achieves is validation of the fact that if you say that you’re at some point versus us collecting that data, when the response is collected, we can actually validate the fact that the user was where they say that they were.

Esther LaVielle: I have one question about that. Do you think passive data collection violates any privacy issues or anything? I can definitely see that being a problem with this kind of data collection.

Chad Bhandari: I think by definition the panelists become part of the panel, and then we have– I guess it is a concern. I’m not going to say that it’s not a concern. But there are several ways you can alleviate the problem, or at least mitigate the risks of really making your panelists angry. We have extensive support for opt-in, so what that means is basically. as part of joining the panel, apart from your standard terms of service, we also have several screens where we basically tell the user that, hey, you’re going to be part of app metering, or you’re going to be part of bandwidth metering. So we are very explicit about what we collect, and then the user can turn it off whenever they want.

Romi Mahajan: One last aside on that, and again, I apologize to those who are listening who– I’m a marketer, not a market researcher. But it’s definitely worth saying that I found that if you collect data from someone and you give them back value for that data, people are pretty OK with it. When people really get bothered is when you’re getting data from them for your own good but don’t give them any value exchange for it. And so my view, Esther, is that while there is a privacy question involved in this, it will be mitigated as we are able to give people back something of value and exchange, whether it be data, knowledge, wisdom, something monetary, et cetera. So yeah, but absolutely, again, huge trend and very prescient of the Survey Analytics team for putting this on the webcast.

Esther LaVielle: Sounds great, thank you very much for that explanation. All right, let’s go ahead and move on to the next thing, which is HTML5.

That’s it for Part 3: Passive Data Collection.  The upcoming installments will cover the following topics: HTML5, mobile ethnography, and hyperlocal surveys.

Click This Link to Get the Webinar Video and Slides

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On January 30th, 2012, Survey Analytics sponsored a webinar on Mobile Market Research Trends. The webinar was moderated by Esther LaVielle of Survey Analytics and featured Romi Mahajan, CMO of Metavana, and Chad Bhandari, co-founder of SurveySwipe. Today we bring you the full text of Part 2 of the webinar, which covered the topic of Mobile Panel Communities.

Esther Rmah LaVielle

Esther LaVielle:  Let’s go and move on to the next topic here, which is panel communities. Basically, what are panel communities and what do you believe are its benefits to a company?

Chad Bhandari

Chad Bhandari: When I think about panel communities, I think of two things really. One is cost effective research in the sense that you build a community of panelists, and you can conduct multiple research studies with the same community. So naturally, you tend to save money by building a community once and connecting multiple studies, different types of studies.

The second thing that I think about when I think about panel communities is history. So not only do you collect data for that particular study, but through our platform, where our surveys can actually be offered in a way where we can populate profile information about panelists, backfill profile information through surveys of our panelists, you actually have a trend of historical data on what people went through in terms of their choices. So an example would be if they had a Toyota Corolla, did they actually buy a Lexus two years down the road?

So history context with cost effective research is when I think about communities. And then when I think about mobile, mobile essentially adds a real-time component to it. And when I think about mobile and panel communities, I really think about engagement.

Romi Mahajan

Romi Majahan: I love what Chad just talked about in terms of context and engagement. I really think about things like panel communities and constructs there of their ilk in terms of creating deep context. Because what we’ve found is that the traditional model of episodic random feedback doesn’t really afford the company a lot of wisdom. You certainly get data. You can make some knowledge out of that data. But it doesn’t really give you the wisdom you need to understand how people are thinking, how they’re changing, what context are they in when they give you data or information.

And so when I think about that traditional notion of a great company will take data and make wisdom out of it, I think about panel communities being a core part of that. I’ve worked for huge companies like Microsoft or medium sized companies like Ascentium, and now I’m part of a start-up. And in each case there’s a very clear application for a consistent time series of information you’ll need to understand how are people changing? What are we doing to move them up, let’s say, the value addition chain? And panel communities are a piece of that.

So I think they’re an invaluable piece of your marketing research mix. They’re not a be all and end all, but they’re a very important piece of the marketing research mix, which ultimately is what we’re talking about here, right? A mix of things you have to do to get the right context and to surround the user in a way that you’re really understanding where he or she is coming from and where they’re going going forward.

So I think a very powerful concept. And the addition of mobile local context is going to change this industry, and I think both transform it in a good way and disrupt it. So the old players are going to have a very, very hard time unless they understand that there’s a new sheriff in town. And that’s things like SurveySwipe in mobile and local.

Esther LaVielle: Sounds good, sounds good. So one of the questions I always get from clients, they want to know how easy is it to set up an online panel and to get it going into a mobile panel. Is that easy to do?

Chad Bhandari: Yeah, I’ll answer that question. It’s actually– so our online panel software platform, MicroPanel, is itself very, very easy to set up. It takes about 15 minutes to get a working panel up and running. Of course, if you want it to look– we also have in-house designers that can help you set it up so that if you want more detailed changes to your panel.

The mobile panel software of SurveySwipe, which is essentially built on top of MicroPanel, so pretty much the SurveySwipe apps are ready on all four platforms, iPhone, Android, Windows, and BlackBerry. And set up time, if you want a custom app, a custom branded app, except iPhone, it basically takes about a week to two weeks to get it out the door with a customer branded app, including your online set up. So to get a working version up and running, it’s basically half an hour.

Esther LaVielle: Wow, that’s really impressive.

Romi Mahajan: That really is impressive. That means that you can go from inception to reality in less time than it would take you to even get on the web and find a vendor normally.

Chad Bhandari: That’s right, yeah.

Esther LaVielle: All right, let’s go ahead and move on to our third topic here, which is passive data collection.

That’s it for Part 2: Mobile Panel Communities.  The upcoming installments will cover the following topics: passive data collection, HTML5, mobile ethnography, and hyperlocal surveys.

Click This Link to Get the Webinar Video and Slides

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On January 30th, 2012, Survey Analytics sponsored a webinar on Mobile Market Research Trends. The webinar was moderated by Esther LaVielle of Survey Analytics and featured Romi Mahajan, CMO of Metavana, and Chad Bhandari, co-founder of SurveySwipe. Today we bring you the full text of Part 1 of the webinar, which covered the topic of Mobile Gamification.

Esther Rmah LaVielle

Esther LaVielle: Here are our trends that we’re going to be talking about; gamification, panel communities, passive data collection, HTML5, mobile ethnography, and hyperlocal surveys.

So the first topic we’re going to pose to our speakers today is about gamification. Why is gamification important? Why do you believe it’s important, and do you believe it’s the future of market research?

I’ll go ahead and direct this question over to you first, Romi.

Romi Mahajan

Romi Mahajan: So first off, thank you very much for the opportunity to be on this webcast. This is my second webcast with the Survey Analytics family, and last time was very enjoyable, and we got some good feedback. So I do hope that those of you who are listening send us the bouquets or the brick bats depending on how well we do. And let us know if these are useful for you, or if you want to see more complexity in the way we do these and more detail.

So gamification I think is a trend that you’d have to have been under a rock not to have been reading about, right, recently. It’s really about the application of an age old construct, that of the game, to business, to web interactions, to financial services, to the medical field, to almost anything. And the notion here is that a game, when you break it down into its fundamental parts, is actually pretty easy to understand.

There’s an objective. There’s voluntary participation. There’s some level of feedback you get along the way. There’s an element of fun to it. And we’ve come to understand that’s the metaphor of gaming is applicable to people of all ages and all societies at all levels of the economic totem pole, et cetera. And as such, gamification has become a very powerful metaphor, again, for how we do business.

I think about gamification a couple ways when I think about market research, when I think about marketing in general. At the very, very basic, you think about the fact that each one of us has gotten a survey at some point in our life that says, fill it out, and you’ll be entered into a drawing for a $500 gift certificate, or a Ferrari, or some other artifact that that’s delightful. And that is a form of gamification as well, right? When we make a game out of interaction, and as such, people will participate.

As a parent, I remember gamifying the dining experience of my kids. The classic take your fork, put some food on it, and pretend it’s an airplane, and tell the kid that the airplane’s coming into the airport, right? So gamification has applicability to almost anything we do.

Doing it well, however, is difficult and I look forward to some of the other panelists talking about either examples of gamification that have not gone well or have gone well.

Esther LaVielle: So I do want to pose one question that I get a lot from clients that I’m talking to about gamification, and a lot of them are very resistant to it. So clearly, this goes against any traditional research techniques in a very aggressive manner. What would you guys say to those doubters to encourage them not to dismiss gamification as a fluke, but as another avenue to collect data in the future?

Romi Mahajan: So I think gamification, there are people, as you say, who think about it as a trivialization of research or anything else. And I think part of that is people being caught up in the notion of just the word itself, the game. Games, people tend to think of games as frivolous.

In fact, every good interaction when it comes to data collection, when it comes to the web, when it comes to moving a customer from one experience to the next, is gamified. We’re trying to create interesting experiences. We’re trying to help them understand what they can get at the end of participation, whether it’s greater knowledge, whether it’s some sort of monetary artifact. And so, in a way, we’re already doing gamification. The point of christening it as a category is to say, let’s do it better. Let’s think about some rules.

I look at the slide you have up there, and I see that we have badges up there. Badges clearly are working. Look at FourSquare, look at– I know there’s a company called BadgeFarm that you guys are working on. All of those are incredibly, very powerful, again, a metaphor for how business is done. And so to me, I would tell the naysayers that they’re probably already indulging in gamification. And if they believe that it’s a frivilous category, then they’re probably not doing it well.

So that would be what I would submit to them. Maybe breakdown the point at its beginning without actually debating the merits, because gamification is here, and it’s here to stay.

Chad Bhandari

Chad Bhandari: I just want to kind of add to what Romi said about gamification on SurveySwipe. What we’ve done is SurveySwipe is built with the reward system built in, so panelists earn points when they take surveys. But that’s an example of the basics of gamification that we built into SurveySwipe.

And over time, we’re going to integrate BadgeFarm into SurveySwipe as well. In fact, we’re already on beta for that. So it’s definitely– BadgeFarm, gamification is going to be part of SurveySwipe.

Romi Mahajan: That’s great, Chad. I think that SurveySwipe is already such a powerful platform. I really enjoyed the demos that you guys have done for me and enjoyed thinking through the applications. On gamification, I guess my last point would be that for those people on the panel who are intrepid enough to read further on this, I would recommend Jane McGonigal’s book called Reality is Broken and the O’Reilly media book called Gamification by Design. Both are incredibly good and lucid expositions of gamification and their their application to different areas of business.  So we’ll go from there.

Chad Bhandari: Absolutely, be certain to read that book. It’s absolutely awesome.

Esther LaVielle:  Great. So let’s go and move on to the next topic here, which is panel communities. Basically, what are panel communities and what do you believe is its benefits to a company?

That’s it for Part 1: Mobile Gamification.  The upcoming installments will cover the following topics: panel communities, passive data collection, HTML5, mobile ethnography, and hyperlocal surveys.

Click This Link to Get the Webinar Video and Slides

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Net Promoter is an approach to customer satisfaction measurement.  The new SparkScore is Satmetrix’ approach to the growing field of text analytics and sentiment analysis.

The announcement seems to have gotten significant attention so far, including a nice writeup from Mashable, which likened the SparkScore a “Klout score for brands.”

Coming soon on Research Access will be my interview with Satmetrix CEO Richard Owen, and conversations with Metavana’s CEO Michael Tupanjanin and the brains behind the SparkScore, Metavana founder and renowned physicist Dr. Minh Duong-van.

Photo Credit

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No, I’m not going to go on a rant about politics. It’s something more personal to me.

Over the past forty plus years, our culture has become increasingly infused with a wet blanket cynicism about nearly anything related to politics. That cynicism extends to the people who make politics their business.

I get it; people are frustrated. There are many politicians who have shamed not only themselves but also the causes they support and, indeed, the constituents they represent.

But let’s not paint everyone with a broad brush.

I have a unique perspective here. Many, many moons ago, before I worked in the field of market research, I had the privilege of working for and learning from two of the pre-eminent pollsters in the world – Celinda Lake and Mark Mellman.

I had just come from a very heady first job out of college, as an aide to U.S. Senator Dianne Feinstein.

Celinda and Mark not only taught me how to be a good researcher, but they also introduced me to a world of professionals – from political consultants to activists to government and association leaders – who generally share one common trait: they care passionately about their work.

I know that passion – and professionalism – are shared across the aisle, as I got to know people not only in the Democratic ranks but also on the Republican side.

The thing that really gets under my skin though is when I hear people suggest pollsters are dishonest, that they “cook the numbers,” so to speak, to support a political agenda.

Nothing could be further from the truth. It’s quite the opposite. I remember pollsters being very hard on themselves. In fact, one thing that really made an impression on me is that Mark and Celinda consulted Dr. Bob Groves about methodological issues. Dr. Groves is a legend in the field of survey methodology and is now serving as the U.S. Census Director.

So let’s take a more nuanced view – shall we?

We in the market research community should be the first to support pollsters; they’re fellow researchers, after all.

And to the general public, I say don’t bash pollsters until you get to know one.

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Customer satisfaction (or CSAT) measurement is a highly specialized, but vitally important, part of the research world.  

Yet I think there are many researchers and marketers who aren’t terribly familiar with the ins and outs of customer satisfaction and loyalty measurement.

Here is a quick ABC guide to what you need to know about CSAT.

S

Satmetrix 

Satmetrix, known as the Net Promoter Company, is the firm that administers the Net Promoter methodology.

A

ACSI

The ACSI (American Customer Satisfaction Index) is a methodology for measuring customer satisfaction.  It factors in the following variables:  customer expectations, perceived quality, perceived value, customer complaints and customer loyalty.

T

Tracking

Customer satisfaction and loyalty are fluid; therefore, most measurement programs involve tracking scores consistently over time.

I

Indicator

Customer satisfaction is a leading indicator of business success; that’s why it’s so important to understand it and take action based on it.

S

SCI

The Secure Customer Index is a customer satisfaction measurement methodology developed by D. Randall Brandt.  The SCI combines three elements – overall satisfaction, likelihood to continue using the service, and likelihood to recommend.

F

Future

The purpose of customer satisfaction research is to assess current attitudes toward a company in order to predict purchase behavior in the future.

A

Answering the Ultimate Question

Answering the Ultimate Question is a book by Fred Reichheld which outlines the Net Promoter methodology.

C

Calculating Your Net Promoter Score

The Net Promoter score is just what the name implies – the net of customers who are “promoters” minus those who are “detractors.”  The core Net Promoter question asks on a scale of 0 to 10 how likely a customer is to recommend the company to a colleague or friend.  The NPS is calculated by subtracting the percentage of customers who give a score of 0 through 6 (“Detractors”) from the percentage who give a score of 9 or 10 (“Promoters”).

T

Truth

Like all research, customer satisfaction research is a search for truth.  There are different approaches, but the search for truth must continue unabated.

I

Index

Most customer satisfaction methodologies yield an index; a single score which is easy for an organization to understand, and, importantly, can be the basis for positive action.

O

Out of Luck

Firms that ignore customer satisfaction altogether will soon find themselves out of luck.

N

Net Promoter

Net Promoter is a customer satisfaction measurement methodology, developed by  Satmetrix, Bain & Company, and Fred Reichheld.  The Net Promoter Score is obtained by asking customers about their likelihood to recommend a company to a friend or colleague.

You can use this link to get a discount if you’d like to join me at the Net Promoter Conference in San Francisco, February 1-3, 2012.

I hope to see you there!

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It is by far the biggest sporting event in the U.S.  Perhaps more significantly, it is annually the highest rated television program.

The contest is preceded by two weeks of sheer, unadulterated hype.  It’s not just the sports networks and websites making hay.  Other media outlets capitalize on Super Bowl hype in the weeks before the game.  Every commercial is dissected six ways to Sunday.  Even the halftime musical performance gets a huge amount of attention (this year it’s by Madonna).

This hype may excite you or disgust you, but you can’t ignore it.

As a researcher and a marketer, I find the hype surrounding the Super Bowl endlessly fascinating.

This has been true even in years where my team is not in the game.  My beloved New England Patriots are going up against a very worthy opponent, the New York Giants.

This year’s contest, as a rematch of a hotly contested (and wildly disappointing to Patriots fans) game from four years ago, looks to be bigger and badder than ever.  Add in the growth of social media, and you have the makings of a true marketing spectacle.

Awesome!

As a market researcher, I’ve heard endless talk over the past few years about how the poor economy has had a negative effect on our industry.

Well, I say we should be thankful as market researchers that the Super Bowl gives us so many things to measure, analyze and interpret.

The Super Bowl is a great thing for anyone involved in marketing.  Market researchers should be thankful for this bonanza.

Here are some of the many places I can only imagine extensive research has occurred connected to the Super Bowl.

-       Of course, at the National Football League, by widely respected Director of Research Alicia Rankin.
-       At ESPN and other sports media entities
-       At NBC, the television network broadcasting the event
-       By the city of Indianapolis, hosting the event for the first time
-       By the dozens of television advertisers for this year’s game

This list just scratches the surface.  Literally thousands of businesses run Super Bowl related promotions, creating numerous business opportunities for the market research industry.

Yes, it’s a hype-filled marketing event, a spectacle of capitalism that gives a major boost to our economy.

Only in America!

Please share your thoughts on Super Bowl market research in the comments section below.

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Now we’ve taken it a step further.  Presenting the Research Access QR Code Gallery.

Because we write about QRs so often, we get a little excited when we spot those little guys in the field.  So we’ve started snapping photos of them.

We thought it would be fun to start a gallery of all the QR codes we find.

But to build a truly great QR Code Gallery, we need your help.

When you spot QR codes in the wild, take a picture of them and email them to us at info@researchaccess.com.  We especially like custom QR codes, which can incorporate color and other design elements.

Happy hunting, and we look forward to posting your QR codes!

Here’s a link to Research Access’ QR Code Gallery.

Research Access QR Code Posts

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According to the center’s director, Lee Rainie, “the share of adults in the United States who own tablet computers nearly doubled from 10% to 19% between mid-December and early January”.  E-reader growth was similarly dramatic.

Rainie pointed out that this sharp growth came after a period where there was “not much change” in the growth of tablet computer ownership.  ”As the holiday gift-giving season approached,” Rainie added, “the marketplace for both devices dramatically shifted.  In the tablet world, Amazon’s Kindle Fire and Barnes and Noble’s Nook Table were introduced at considerably cheaper prices than other tablets.  In the e-book reader world, some versions of the Kindle and Nook and other readers fell below $100.”

This is a shocking level of growth for any new technology.

Remember, when the iPad first came out, the doubters were numerous and vociferous.  There were many, and there are many still, who feel tablets don’t serve a useful purpose that can’t be served by either a smartphone or a laptop.  To these doubters, a tablet is something of a novelty, with dubious staying power.

This new data leaves no doubt:  Game Over.

People want tablets, and they want them very badly.  And as Rainie pointed out, the introduction of cheaper iPad alternatives – the Nook and the Kindle Fire – is making tablet computing much more accessible. The tablet is here to stay in a big way.

So what should we make of this phenomenon in the context of market research?

Should we drag our feet, like so many of us did when it came to the adoption of online research a mere decade ago?

Obviously not.

The advent of the tablet is a major opportunity for many people in many industries.

For researchers, the appealing features of tablets are as obvious as they are many:

• Bigger screens = better user experience
• Multi-touch technology = ease of use
• Portability = data collection flexibility
• Advanced computing power = sophisticated presentation of stimuli and interaction with respondents

Services like Survey Analytics’ SurveyPocket have already begun to break methodological ground with innovative tablet-based research applications.  I look forward to seeing the many creative ways researchers think to take advantage of the charms of the tablet computer in 2012 and beyond.

Let the tablet surveys begin.

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