Welcome to the SampleCon 2021 Highlights Series. Recorded live in Pasadena, this series is bringing interviews straight to you from exhibitors, speakers and attendees at this year’s event. In this interview, host Jamin Brazil interviews Danielle Blugrind, Senior Consumer Insights Manager at Roku.
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Jamin Brazil: Hey, everybody. Thanks for joining me today. I am here with Danielle Blugrind. Roku is the company that she works for. How are you doing?
Danielle Blugrind: I am great. Having a good time at SampleCon, how are you?
Jamin Brazil: I’m doing great. This is our first live event since COVID.
Danielle Blugrind: I know. And I’m so happy to be here and meeting people in person again and having lunch live, not over Zoom.
Jamin Brazil: Even though it was outside, a little warm.
Danielle Blugrind: Yeah. So the whole morning, I was freezing, and then I went outside and was burning up at lunch. But that’s OK.
Jamin Brazil: That’s right.
Danielle Blugrind: That’s conference rooms for you.
Jamin Brazil: That’s totally true. So you’re at SampleCon, what do you want to get out of it besides, obviously, human connection.
Danielle Blugrind: Yeah. Well, that’s the first thing, right?
Jamin Brazil: Yeah.
Danielle Blugrind: People that I have been talking to over Zoom for a year and a half that I’m actually seeing face-to-face has been wonderful. I think I appreciate it more than I would have just any other conference if we hadn’t had that gap where we didn’t have face-to-face with people.
Jamin Brazil: Hundred percent.
Danielle Blugrind: I want to contribute, so I’m going to join a panel this afternoon talking about whether things are qual, quant, or whether it matters, and how they’re blending together. But, also, just talking to other people about some of the conversations that have happened this morning about respondent quality and data quality but survey quality too. Those three right now are kind of swirling around in my head and I’m looking for some better quality in some places. But I want to understand how I reach out for that versus how I control it myself too.
Jamin Brazil: It’s so interesting. As the designer of the survey instrument, you have a lot of control over that participant experience. But what you don’t have- There’s this whole idea of, what is a true LOI? So my- The question is, how long does it take a participant to navigate to get qualified to your survey and then take it. So you could add three to 15 minutes on which, obviously, can have a direct impact. But, then, also, the way that the survey’s designed has an impact on the overall engagement.
Danielle Blugrind: Right. And, so, I’m looking at, what is my role? How can I help? How can I help them have an experience that might be longer than they desire, but doesn’t feel longer. And that’s the difference. When I worked at Taco Bell, people always used to give Subway the best points for speed of service. And I said, “Subway’s the slowest thing there is.”
Jamin Brazil: It really is.
Danielle Blugrind: That’s slower than drive-through. But, you know what? It’s all perception, right?
Jamin Brazil: That’s right.
Danielle Blugrind: They’re watching. They can see that things couldn’t go any faster and they’re in control of that experience. And, so, therefore, it feels fast. It feels as fast as it could have been, so then we get the best marks versus when you’re in a drive-through and you don’t have transparency and you can’t see in and you don’t know if people are really taking things as fast as they could go, you have a feeling of helplessness. And, then, you start to get frustrated, and then you feel like it’s been a long time. So I’m trying to take that mindset to what people are doing at the other end of the surveys I design.
Jamin Brazil: Right. That’s so interesting. So, qual, quant, who cares, is that-
Danielle Blugrind: Yeah. No, I think it doesn’t even matter-
Jamin Brazil: Doesn’t even matter.
Danielle Blugrind: And I think- Well, you’ll find at 2:45 if it matters or not.
Jamin Brazil: Well, now, this is gonna air after the event.
Danielle Blugrind: Well, honestly, I haven’t heard everybody’s responses. So we all talked about our- The questions, but we didn’t talk about our answers yet because we want to have the live conversation for the first time here. In my opinion though, I don’t care if it’s qual or quant. What I’m trying to do is answer my team’s questions. They don’t care how I go about it, as long as I have the expertise to say, “I can get you these answers. I can get you these insights. I will help you figure out how you should be doing X, Y, or Z.” What do they care if it’s qual or quant?
Jamin Brazil: Love it. We should do a follow-up sur- Not survey, so follow-up interview to discuss your findings.
Danielle Blugrind: Yeah. That’ll be great. I would love it.
Jamin Brazil: Awesome. Danielle, thank you for joining me.
Danielle Blugrind: Thank you for having me stop by.
Jamin Brazil: All right.