I Choo Choo Choose Melanie Courtright for #ESOMAR Council

Why should you vote for Melanie Courtright on your Esomar council?

Melanie is not only a good friend of mine, she is a great Research Now colleague who has smart ideas and always strives to do the best in everything. That’s why I’m choo choo choosing Melanie when I vote for the Esomar Council.

Why else?

  • Two decades of experience designing, executing and interpreting research
  • Online Quality Guidelines co-Author
  • MRA Board Member since 2009
  • ARF Fundamentals of Quality Initiative leader and author, 2012-2014
  • University of Georgia’s MRII Board Member since 2013
  • ESOMAR Best Methodological Paper Award 2013
  • ESOMAR Excellence Award for the Best Paper 2013/2014
  • CASRO Digital Conference Co-Chair, 2014 Expert Research Methodologist, specializing in online, mobile, and digital techniques

Please vote!

What Do Regression Models Indicate? #MRX

I just returned from two of the best marketing research conferences out there, ESOMAR and WAPOR, and was flipping through the notebook of rants and raves that I create as I listen to speakers. Interestingly, even at these conferences, where the best of the best speak, I heard a certain phrase repeatedly.

The regression model indicated…”
“The data indicated…”
“The results indicated…”

Well you know what? The data indicated absolutely nothing. Zip. Zilch. Zero.

Data is data. Numbers in a table. Points in a chart. Pretty diagrams and statistical output.

The only thing that indicated anything is you. YOU looked at the data and the statistical output and interpreted it based on your limited or extensive skills, knowledge, and experience. If I were to review your data, My skills, knowledge, and experience might say that it indicates something completely different.

Data are objective and indicate nothing. Take responsibility for your own interpretations.

(Me at esomar)
IMG_2496.JPG

Neuro to Big Data to Segmentation: Multi-mode wins #ESOMAR #MRX

esomarLive blogging from #ESOMAR Congress 2014 in Nice, France. Any errors or bad jokes are my own.

Car Clinics 3.0: Designing better cars by peering into the consumers brains by Fatima El-khatib, haystack International, Belgium, Ronny Pauwels, Toyota Motor Europe, Belgium, Wim Hamaekers, haystack International, Belgium

  • Something didn’t feel right about a car they were test driving, but they didn’t quite know what
  • How do you measure the unconscious? Combine qual quant and something new, neuromarketing
  • Customers don’t say what they do and they don’t do what they say. So why ask them everything.
  • Protypes were highly confidential so couldn’t use them. Had to use older available materials.
  • EEG captures long term engagement and relevance, based on avoidance and approach theory
  • Lab test showed computer generated images, 5 views of the exterior, 8 views of the interior, film was about 3 minutes
  • People liked the wheels of one vehicle but not much else. For the other vehicle, everything was fine and average.
  • Because of biometric results, focused on the specific positive and negative features
  • Verbal results shows little differences between the vehicles but EEG showed one vehicle had much more positive feelings. Could see the specific details that people were not able to express verbally.
  • What about asking people about the fabric and dashboard ornaments.
  • VW Polo and Hyundai ornaments performed well but Citroen and Peugeot 208 performed awful based on Galvanic Skin Response.
  • Consumers have difficulty expressing everything verbally. Overall engagement doesn’t matter, it’s all the individual elements that matter. Even the tiniest details of a car can have a huge effect.
  • Neuro is now an official tool for Toyota. They look at the same business questions from different angles. It helps to optimize the car development process.
  • Neuro is not the holy grail – multi-mode is the holy grail. You still need experimental research designs.
  • Be brave, be daring, use the new techniques and see if/which ones add value.

Communication Analytics: Effectiveness Research for Conversion Based Campaign Planning:  How to measure effects of (offline) campaigns on web visits sales and conversion by Erik Prins, Validators, Netherlands
Iris van Dam, Validators, Netherlands, Martin Leeflang, Validators, Netherlands, Sander Pot, Ticketveiling, Netherlands

  • “Moneyball” with Brad Pitt is all about big data. Baseball is all statistics. Used all the statistics to put together an unlikely team that came second place in the end. Cost per player was $250 000 when other teams paid 2.5 million per player.
  • Can we do money ball in a media campaign.
  • Can you correlate campaigns and web visitors, sales, and conversion. Of course. Can calculate cost per anything – media, shopper, clicks.
  • Know the media schedules by the minute, TV, radio, everything. Know all sales, new and old customers.
  • Import all this data into one platform. Calculate cost per mille – how much to reach one thousand people. Cost per sales, cost per shopper, cost per click.
  • Calculate how many people visited website after commercials over an entire year – It cost 0.25E to get someone to their website for one specific channel. Another channel ended up at 12E per customer.  The time of day matters, midday was so much cheaper.
  • Online is winning in Netherlands because they can measure views and clicks.
  • Outdoor advertising is activating existing customers. For new clients, you need TV and radio. Online media is more expensive
  • For Ticketveiling, the win it midday programming. Outdoor format was highway signs. Radio target was a few very specific channels.  Don’t burst all your funds at once, drip your funds is much cheaper.
  • There is less need for traditional research now, need to shift into research consulting, and clients understand this more.

New Perspectives: How a segmentation provided new ways of looking at consumers thereby unlocking sales potential by Alastair Liptrot, Simplot, Australia, Neale Cotton, The Lab Strategy & Planning, Australia, Paul Labagnara, The Lab Strategy & Planning, Australia, Peter Stuchberry, Nature Research, Australia

  • Start somewhere different if you want to end up somewhere different. Try starting at the end. How will you apply your research in the end?
  • Invest your money in a safe bank or lose it all at a casino. Or invest it in a segmentation [I much prefer the segmentation option :) ]
  • Simplot is products in Australia in the freezer, to chiller, to house
  • Normally small packs, large packs, kiddie packs. Need to look beyond demographics
  • Most don’t have longevity or are only demo based, and may not complement existing tools or data.
  • Had to work with current categories and brands, as well as future brands.
  • developed four pillars – involvement – how much you love cooking 2) health 3) convenience 4) value
  • Decided on 8 segment model.
  • used Nielsen homescan – people who scan all their supermarket purchases. tagged everyone with a segment, used personality, demographics
  • Had to inspire the team to embrace the segmentation. Need to make the people feel a part of it, encourage acceptance and engagement. Had them engage from the very beginning. Include them in naming the segments so they truly understand what the segments are.  Created a game show for the marketing team to better understand the segments and how to use them.
  • Delivered 30 million in revenue for a $250000 investment
  • The project would have gone on the shelf if they hadn’t though about how they would use it in the end

What Inspires Customer Innovation by Marion Debruyne #ESOMAR #MRX

esomarLive blogging from #ESOMAR Congress 2014 in Nice, France. Any errors or bad jokes are my own.

What Inspires Customer Innovation? by Marion Debruyne, Author of ‘Customer Innovation’ and Professor in Marketing Strategy & Innovation, Vlerick Business School, Belgium

  • Lot of focus on reducing costs, we’ve squeezed as much as we can out of operations; now the focus is back to the topline – new markets, new products, better penetration, more relevant offers
  • Challenges – customer centricity, innovation, performance
  • Are we in pole position to help our customers address challenges? Are we their key ally?
  • How to innovate and re-invent to bring new solutions to customers?
  • Create touch points for immediate feedback [Concus does this - they force you to answer a 4 item survey EVERY SINGLE TIME you go on their site. it's annoying. BUT, A&W has a kiosk at the counter you can use if you wish. Voluntary is key!]
  • use crowdsourcing to capture quick consumer opinions
  • [Mention of patients like me - odd to hear this mentioned as a discussion board with no mention of the HUGE privacy controversy from them]
  • Are you stopping yourself from reinventing and innovating?
  • Competence enhancing innovation – exploit existing skills, more sophisticated approaches to build on what you’re already doing, seen as opportunities
  • Competence destroying innovation – seen as a threat, cannibalizes existing business,  don’t like to shoot yourself in the fear, fear of cannibalizing is the number one fear, don’t want to invest here, rational developed in the 80s, know your core competencies and build on them isn’t always the best idea
  • Threat – biggest threats are the ones you don’t see coming, firms lose their leadership position by listening to customers, aren’t customers always right? They’re just asking for more and better of the same. Means we don’t see what is happening outside of that world.  [Hear again - listen to your NONusers!]
  • Managers think of only 3 to 7 companies as their competitors. We pay minute attention to these people but if someone outside that set does the same, we don’t pay attention to it. We think it’s more credible if a competitor does it. More attention, more relevance, more credibility if an innovation comes from a competitor even when the same thing is done by someone we don’t consider to be a competitor.
  • Change is always on the periphery. Smart competitors know this. They won’t attack you doing the same thing you’ve always done.
  • Judo strategy – Different weight categories and an open category. An 80 kl guy can fight a 120 kl guy. The smaller guy can still win. Judo means you use the weight of your opponent to your own advantage.
  • Why aren’t WE that Judo company?
  • Be customer focused but consider what you accomplish for them – it’s not photography, it’s memories.
  • Follow the user and everything else will follow – connect but don’t fall into the trap
  • Constantly innovate – but don’t fall into the competency trap or the competitor trap

Clients Speak and Vendors Listen #ESOMAR #MRX

esomarLive blogging from #ESOMAR Congress 2014 in Nice, France. Any errors or bad jokes are my own.

Why Do I Still Come To Work?: What motivates long-time market researchers to stay, and what will motivate young ones to remain in the industry? by Andrey Evtenko, Nestlé, Switzerland, Jeremy Pace, Nestlé, Switzerland

  • Also noticed that most people just fall into research. But why do they stay.
  • [Maslows hierarchy is shown. again. but it's missing the wifi and battery base. :) ]
  • Do market researchers seek self-actualization, the top of the pyramid?  [Yes, I do]
  • 16 drivers to motivate people to work in MRX via exploratory qual and surveys
  • Self actualize – Intellectual challenge, opportunity to be a deep knowledge expert, leverage innate strengths, power of surprise, opportunity for creativity
  • Self esteem – confidence, achievement, respect of others, need to be unique individual
  • At large we are driven by universal motivations
  • Intellectual challenge – We are compulsive puzzle solvers
  • Power of surprise and discover – More salient with younger people [for me, it's getting sql code to work and then BANG the result is not what you expected]
  • Opportunity to be a deep expert – someone people can trust, can guide other people
  • Leverages inner strengths – curiosity is in their nature, learning from other people
  • How are we different from marketing?  Marketing like launching, we like learning
  • What about young researchers?  More purposeful and intentional when they get into the industry. want intellectual challenge, but 30% are not committed to stay in MR
  • How to self actualize – people want control over their lives, people want to get better at what they do, people want to be part of something bigger than they are – Autonomy, Mastery, Purpose – intrinsic motivators
  • Strive for perfect even though you know you will never achieve. Never finish trying. People find this energizing
  • Confections bring happiness to people’s lives, brings value to others [bring the value here!]
  • Find your own inspiration. Intrinsic motivation is in here. [Totally agree. YOU are in control of your happiness and your career]

Make Your Stakeholders Smarter: Moving beyond the dashboard and into configurable insights by Christian Kugel, AOL, USA, Thomas Kelly, AOL, USA

  • How do you make other people smarter? Can you? No.
  • AOL survived the worst merger in global history with Warner, But, Number 2 in video ad servicing, Number 2 in ad tech and programmatic ads
  • it’s getting harder to bring in 1.8 billion dollars in revenue
  • Prove my campaign is working for me, lunch was nice, your pitch was nice, but prove it
  • Need people and technology to solve this problem
  • Set up a team for RFPs and deliverables, but had to automate beyond people
  • Sample size of 1 case studies can create sales, but they aren’t typical. why not use billions of records to show normative results
  • dashboards not so great, unless the takeaway and story are the dashboard
  • meta-tag me – super important, distill and simplify, we always lose knowledge in the endless loo that is the share drive. tag every study with method, result, sources, tools so that anyone can kind relevant information later on, even after you’ve forgotten about about it
  • To democratize data, be neither slave nor master but liberator

Inspiring Insight to Action: The evolution of MasterCard Priceless Cities by Christina (Tina) M. Nathanson, MasterCard, USA

  • IMG_3422[1][Starts with a shoutout to her mom :)  ]
  • “For everything else there’s mastercard” – 17 years old, 112 countries, 53 languages
  • We need to enable priceless moments. Heard of a priceless city?
  • How did research inspire?  Have you lived in a city your whole live and never visited the tourist attractions?
  • People identify themselves as being from a city, not a country
  • By 2050, 2/3 of world population will live in a city
  • Evolution of priceless cities – move from data gatherers to being insight drivers
  • Created a world travel index – where do affluent travelers go?
  • Want to understand cross border spending – concentrated in 20 global cities, generally among the affluent – spending 218 billion dollars, spend $1245 on an average trip [I've spent about $40 on macarons :) ]
  • Identify shopping passions, sporting events, restaurants and classified by race, city origin
  • How do we create the next generation of priceless cities.
  • Project to bring Brazilian customer to life – Meet and greet between consumers and executives, travelers want to learn about the hidden gems, things only locals know about
  • Now relaunching priceless cities, one in Toronto. Offer mastercard users special offers and information of things to explore in a new city. Let’s merchants promote their brands abroad. Gives consumers a reason to use their mastercard.
  • Works well on all devices – same experience on phone and on desktop [yup, i'm sick of getting less content via mobile phone]

Early Inspirations by Jordan Casey, CEO, Founder, Programmer & Designer, Casey Games, Ireland #ESOMAR #MRX

esomarLive blogging from #ESOMAR Congress 2014 in Nice, France. Any errors or bad jokes are my own.

Early Inspirations by Jordan Casey, CEO, Founder, Programmer & Designer, Casey Games, Ireland

  • Founded 3 companies so far  [so far HA HA HA HA HA!]
  • Wanted to make his own games, thought it would be fun, read a lot of books
  • Founded Casey Games in 2012
  • “Alien Ball vs Humans” Went to #1 in 3 days on iPhone. Apple informed him he was youngest in europe
  • Also created “Food World”; “My Little World” Puzzle game
  • Current project is “TeachWare” to help teachers manage attendance, exams of students, different from games, His friends don’t like that he’s helping teachers, it’s free/ad-based
  • Doesn’t use a lot of encryption in games but makes sure TeachWare is protected
  • Social networks are fun, but facebook isn’t so big. snapchat is more convient and fun. Instagram is the next big thing.
  • Mobile is the future of everything. Desktops will die. You can do everything on mobile.
  • Being a young entrepreneur – lots of good and bad things about it
  • Good – has a headstart. Will have 10 years experience when he’s 24. Lots of publicity from the products just because he’s young. Gets to go to great places and meet amazing contacts.
  • Bad – it’s hard to work full time. His exams are affecting the business a bit. [laughter and applause from the audience]. he’s not always taken seriously. It’s hard to get staff, space, investments.
  • Studies 2 hours after school, business after that. plays with friends on the weekends.
  • When he makes games, he makes them for himself and what he likes. But teacher apps, he needs teachers and testers and surveys so he can find and fix problems. ["these survey things" as if it's a strange concept :) ]
  • His teacher had a big black book with all the info and she lost the book one day. He wanted a more secure version for her online.
  • If you could do whatever you wanted, why not do it now.
  • What’s a good game? Fun, no boundaries
  • Can he make games to attract teenagers ten years from now? Hopefully he will still like to play games, but it won’t be as easy. He has an advantage now because he is a teenager.
  • What do you want to be when you grow up? Stay in software and computers. May not go to college. Wants to set up in London. Still make games and apps. Keep starting companies. Keep doing what he’s doing.
  • What’s your view on virtual reality? Oculus rift is really cool, wants to play with one. Not sure if he’ll expand into that but would consider collaborating on it.
  • What did you think of being asked to speak to ESOMAR? Grateful, gets to connect with supportive business people.
  • Who/What inspires you? Kinda like Steve Jobs stuff, read all his books, interested in how he set up his company in his garage. Bill Gates too.
  • Parents didn’t really understand in the beginning. Thought he was playing not making and they restricted his computer time. His teachers told his parents what he was doing. His parents come to the conferences with him.
  • He doesn’t talk about the people who screwed him over. [GREAT philosphy]
  • How many job offers has he gotten? A few, did a few internships over the summer. Got a lot of support and advice.
  • What’s it like to have people work for you? Collaboration is important. You can’t do everything yourself. Good at programming but he’s not the best at design. Looking forward to be a proper CEO. It should be fun.
  • Takes more time with each project now. More conscious of quality and competitors now.
  • How are friends affected? Friends think it’s cool when he’s on TV, they’re jealous. Always give him ideas for games. Not into girls yet but hopefully….
  • What is the future of games? Mobile is going to be everything.
  • What drives you to start your own business? Interested in how things work. It came naturally. Always wanted to start a business. Sold his own toys on the street for money.
  • Is it fun to play his own games? Plays sometimes. But he knows they’re really hard. He tests them out on his friends. Programming is fun. Fixing the bugs is fun and is a game itself.
  • Would you become a professional footballer if you could? Maybe do both but really likes applications, startups.
  • His contacts like Adobe and Apple tweet and social his apps for him.  Has twitter share buttons inside the app so you can share.
  • [What a nice down to earth person. And he's wearing a hoodie. that's what I'll wear next time I present  :) ]

Thank the Weirdos for Product Breakthroughs #ESOMAR #MRX

esomarLive blogging from #ESOMAR Congress 2014 in Nice, France. Any errors or bad jokes are my own.

How Success Stories from the Past can Inspire Future Innovation: Reviewing new product launches in the US and Europe by David Hood, Nielsen, UK, Marcin Penconek, Nielsen, Poland

  • Talking about Milka Choco Supreme [HA! I bought these for the first time ever yesterday :)]
  • They had to increase visibility of this new item, thought about equity transfer. This product is one of many things they launched over a two year period.  Total franchise increased by 100 million Euros and they penetrated new consumers.
  • How to find the winners, the most important innovations. First look at relevance – year 1 sales of at least 10 million euros. Second look at endurance – 85% of year 1 sales had to be achieved in year two. Third – [couldn't hear this one]
  • Of 60 000 SKUs, half died in half a year, only 24% survived the full year
  • There were 12000 launches in 17 categories over a couple of year – france, UK, italy and spain, plus the USA
  • Breakthrough success is not correlted with category landscape, growth, decline, small, large, didn’t matter
  • Beer has a small innovation focus, new items are 1% of category sales.
  • The brand winners are Belvita, Mucinex, Limearita, Meow Mix, zzzquil, Magnum, lays xtramix, milka, lucozade
  • Are some of these even innovative? Is lucozade lemonade an innovation or just another flavour? it reaches brand new consumers, image is not for fueling active life. initially launched as limited edition.
  • Breakthrough winners tend to source outside of the category. 45% is category expansion not from switching brands.
  • Look for small trends and chase that, not the existing category. Make a professional grade mainstream. Relieve people of unwanted trade-offs. Build a platform. New usage occasions. Meaningful secondary benefits. Stretch your brand.
  • International delight iced coffee – Consumers in coffee house want to drink inside and others want to take away. Take aways are often dissatisfied with the experience, didn’t like the line, cups spilling, getting their name wrong. The coffee house wasn’t delivering. Also, ice coffee has little to do with coffee – milk, sugar, syrup.
  • Must understand the reason for non-consumption. need to understand what consumers are looking for functionally, emotionally, and socially.
  • Breakthroughs don’t always require a big investment.

Nature vs. Nurture: Can You Change Your Innovation’s Destiny?: The impact of marketing on an innovation’s personality archetype by Helen Wing, Ipsos InnoQuest, UK, Lee Markowitz, Ipsos InnoQuest, USA
Lucy Balbuena, Ipsos InnoQuest, France, Paul Crowe, Ipsos InnoQuest, USA

  • Clients want to innovate with certain personalities. Me or we people?
  • Formed 12 brand personalities: Three are Winners, Good Starts, and Underpriced
  • Some personalities have a better chance than others – Promising – Winner, good start, underpriced. Inspiring – Breakthrough, Atypical. Depends on strategy – Me too, niche, value, premium. Handle with care – Unconvincing
  • Look at relevance, believability, and differentiation
  • tested product that cleaned the dishes and the dishwasher – people didn’t really believe it
  • Tested petroleum car that was environmentally friendly – people didn’t see it as relevant, it’s been around a long time
  • Tested disposable cutting board to avoid food contamination – People didn’t believe it and it wasn’t relevant
  • Tested fast food chain – 28% me-too and 20% unconvincing, much more than norms database.  THey had better success in restarts.
  • Companies will have different personality that do not align with their strategy
  • Companies vary on ability to do it. don’t all have the same commitment to nurturing innovations.
  • Most success nurturing breakthroughs to good starts or winners. Me too ideas to good stars or winners. Unconvincing ideas to breakthroughs.
  • The dishwasher product, they marketed how the product works so that believability would improve.
  • Nature and Nurture matter. It depends on your personality and what you’re good at changing.
  • [Lee played a bit role in getting me started in my career. Statisticians ROCK! Thanks Lee :) ]

A Disruptive Value Proposition: Interconnecting consumers, brands and a retailer via market research by Patricia Flores, Reperes, France, Stéphane Gautron, Carrefour Management, France

  • 2/3 of launches fail despite pre-testing.
  • Consumers recruited online or in the store, but they register online as part of a community. Recruited 300 000 people and nearly 2 million interviews. Tested 1800 products and 400 brands. They pick a product they are familiar with, share ideas about it, get a coupon, do their shopping basket as usual, and pay for everything. Then they use the product at home and answer questions about.
  • The IHUT includes the brand AND the retailer.
  • The full ecosystem benefits every partner. Consumers get the product for free and they get to access other consumers evaluations. [This is great! People want to see the results!] And they get to particiapte in games and animations with the community. [This would turn me off. I'd quit that study PDQ]  People say sometimes they won’t try a new product because it’s so expensive.
  • They put little signs on the shelf in the stores so people know they can test a product by joining the community.   [LOVE THIS! imagine how it would make people love MRX in North America!]
  • They can benchmark the results against all the other products, and get profiling of their best consumers.
  • The test itself creates buzz and this can feed the brand site or facebook.
  • Retailers benefit too because it improves loyalty of customers who want to get the product at YOUR store.

The Talent Contest: Young Researcher of the Year Award Finals #ESOMAR #MRX

esomarLive blogging from #ESOMAR Congress 2014 in Nice, France. Any errors or bad jokes are my own.

These are the three finalists in the talent contest

Measuring Emotions: Automatic Quantification of Emotions on a Huge-scale using Webcams and the Cloud by Daniel McDuff, Massachusetts Institute of Technology, USA

  • IMG_2476[1]Measuring via surveys misses some aspects including emotions, you can capture visceral responses, facial responses
  • Used webcam to capture people watching content in a natural environment – their living room. Have collected hundred of thousands of responses now. Have looked at how these measurements predict marketing effectiveness. What makes people share a video?
  • These approaches are quantifiable and automatic.  Simply need a camera on a laptop, tablet, or phone.
  • Look at eyebrow raises, smiles, smirks, nose wrinkles, upper lip raising; Extract blood flow, heart rate in skin by looking at colour changes
  • Can do it over the internet, globally, every country around the world from your desktop
  • Accurate predictions of ad likability [is it better than other methods, more useful than other methods?]
  • Measured 170 ads – More accurate than self-report alone
  • 2012 US election campaign – evaluated responses to the debate, collected data in real time, in 24 hours from debate time they had thousands of reactions that couldn’t be got in a lab
  • Use it to rate online courses – which parts of lectures are boring, too complicated and frustrating

The Motivational Science of our Constantly Connected World by Juliana Smith Holterhaus, Lumi, USA

  • IMG_2480[1]FOMO – fear of missing out if you don’t have your mobile device
  • Why do we feel the need to constantly check out devices? How does this impact our well-being?
  • Motivation science: Prevention – concerned about safety and security; Promotion – concerned about gains and advancements
  • Regulatory mode: Assessment – what is real and true; Locomation – maintain movement, sometimes for the sake of change
  • Collected passive data – number times devices accessed, apps opened, length of time online and apps used
  • High assessors want to know what is real and true and they access deliberately far more often than anyone, the device is a resource for fulfilling motivations of acquiring new information
  • Low Preventers feel they are being bad at being vigilant and use devices to help them be vigilant. It improves well being for them. It’s not neurotic and compulsive as we think
  • “Alone Together” Book about connecting with people around the world but forgetting the person sitting next to you [NOT true, i'm tweeting with the person sitting next to me :) ]

Bringing The Invisible To Light: Researching the homosexual community in India and cutting through the social stigma by Pallavi Dhall, IMRB International, India

  • Suicide because they are gay – this is a reality in India. Culture does not accept it yet.  #HomosexualityIsACrime. [This is infuriating!]
  • IMG_2482[1] Must stay in the closet as they are seen as criminals
  • We can’t NOT talk about this
  • MSM – Men who have sex with men
  • Stigmatized, mockery, discriminated against, vulnerable, prejudiced – many programs have been unsuccessful because community is too frightened to be noticed as part of a program
  • How do you reach 1650 hard to reach MSM – not registered as part of programs or services
  • The effeminate men are easier to see but their partners can blend into the regular culture much easier. Very hard to find them.
  • Forget probability sampling. Huge privacy concerns. Snowballing is not representative, limited control, and skewed. It is convenient and practical.  [Delighted to hear someone talk about less than stellar methodology. THIS is reality.]
  • Used instead respondent driven sampling – #RDS. Peers do it better, seed selection, coupon allotment, dual system of incentives. 3-4 coupons per participant.
  • can estimate network size, greater control, more representative, more external validity
  • Physical space for interviews was a challenge. Lots of resistance from neighborhood that didn’t want MSMs near them.
  • could not take names or details so they used optical scanner and fingerprinting. Not mandatory but still interviewed. Used to track risk behaviours over time.
  • Informed consent was a mandate. Everyone had to be trained and certified.
  • #RDS works in a close knit community. Artists, Auto research, weight loss clubs, financial services, surrogate buffers

Winner of the Young Researcher of the Year Award is….Pallavi Dhall. YAY!!!

IMG_3381[1] IMG_3395[1]

Should you really screen out non-users? #ESOMAR #MRX

esomarLive blogging from #ESOMAR Congress 2014 in Nice, France. Any errors or bad jokes are my own.

Going to the Edges for Inspiration: Why it’s right to talk to ‘extreme’ consumers even if you are a mass market brand by Elaine Ho, Sense Worldwide, UK
Jacky Parsons, Sense Worldwide, UK, Jayne Hickey, PepsiCo, USA, Marlene Cohen, PepsiCo, USA, Nick Graham, PepsiCo, USA, Tom Lilley, Sense Worldwide, UK

  • What inspires you to get up every morning?  [um, SQL coding? is that the right answer?]
  • They like to talk to consumers who have extreme opinions – in the case of Korea, someone with a very relaxed attitude when everyone around her dresses more formally
  • “Inspirational” pair of shoes was grubby and ripped – for this brand, the grubbier the better as it expresses who you are. And, the laces were fully tied, permanently – she cut the shoes in order to slip the shoes on and off quickly as she entered the house. Consequently, they designed shoes with zippers at the heel or an elasticated back.

  • Extreme consumers unlock insights and provide inspiration [is an extreme consumer someone who doesn't care about fads or what their friends do and does what they individually like and want?]
  • 3 types of extreme consumers, not mutually exclusive [a point no one ever makes about their segmentation]
  • Type 1 – extreme users or non-users – lovers or rejectors, don’t screen these people out [people doing your research will love you!] For example, bare foot funners for a sneaker brand, why did they stop wearing runners, what are the benefits of running barefoot?
  • Type 2 – the expert user – Their role in life gives them an affinity of your brand, they may not use or be aware of your product. Soldiers are experts in armaments and warfare, but also in standing around for a long time, taking long hikes in horrid footwear, blisters all the time. Women wear high heel shoes [i refuse to call 4 inch heels shoes, those are decorations!].
  • Type 3 – leading edge creative consumer – at the forefront of trends, passion and imagination to co-create solutions. These are the people they want for the pepsi now network.
  • Built a community of 50 people around the world. Wanted a community that was an extension of their team. Use these folks at the beginning of the process, not at the end to check if your work was crap or not.
  • Let them advise on music, storyboarding, casting, packaging before you even start building the advert.
  • They bring the community offline to brainstorm and problem solve one on one with the marketing team. They actually pitted the marketing team against the community.  The community had a very different perspective than the marketing team. They recognized a disconnect and it disrupted the agenda for the rest of the day.
  • Took two years to do and they failed multiple times along the way.
  • Extreme consumers live in the future, they are canaries in the coalmine. They represent the aspirationso fthe mainstream.
  • [How do you innovate a drink, pepsi? Honestly, I'd like to know. More sugar, less sugar? Bigger/smaller can? But I do very much appreciate the message.]
  • [You’re over time. I think you owe everyone a mooncake!

The Way of Insight Beyond Technique: Creating an insights culture to inspire transformation by Melissa Dagless, Shionogi Limited, UK, Takashi Takenoshita, Shionogi Limited, UK, Vivek Banerji, Insight Dojo, UK

  • Do = The Way
  • Waza = Technique as art
  • An insights culture creates better business decisions, inspires people and makes them happy
  • Had a new menopause prescription drug that wouldn’t be free for people. Price was a big barrier for the doctors
  • 5 practices to follow in insights projects
  • 1) Receptive mastery – Picasso drew a simple bull after many drafts, it looks easy even though it required a lot of skill. In this example, women are afraid of hormones. The impasse prevented adoption. [LOVE the video which used an effect to turn real video into line drawings thus masking the people]
  • 2) Co-creation – it’s not insights work, it’s starting at the very beginning, at the time of the initial decision, in their case, they role-played doctors
  • 3) Mindfulness – medication is becoming mainstream, we love words like empathy, observation, sensitivity, immersion [shout out to Irrational Agency] – Cognitive, Emotional, Concern.
  • 4) Pick ideas from any industry not just social sciences. Why not reduce pages and pages of charts
  • 5) Strategy – You can debate whether Steve Jobs used research of not but he sure did use strategy
  • Barriers –
    • outside the job description,
    • lack of conviction, lack of skills knowledge or conviction,
    • politics and heirarchy,
    • band wagon effect
  • Need to define vision and values – Essence, values, promise, and brand personality
  • “The WOW book” – ways of working [I'd love to see their book!]

  • One rule – no ice cream in the back room – i.e., why are you fooling around behind the mirror when your focus group people are spilling their guts out? This is not a time to taste the m&ms. Pay attention.

Research That Sparks: Methods to make market research more inspirational by Annelies Verhaeghe, InSites Consulting, Belgium, Natalie Malevsky, Telefónica Digital, UK, Thijs Van de Broek, InSites Consulting, Belgium

  • Fastest rise in communications has been text based, but the future is visual.
  • Impact of communication: 7% is words, 38% is tone of voice, 55% is facial expressions
  • Set up a consumer consulting board
  • Inspirational research does not give answers
  • Privacy was discovered to be an important topic. They did not give answers, they turned this into questions. How do you want to be perceived in terms of privacy?
  • Consumers have a hard time imagining their future – why would you adopt video communications, can you answer that? [easy, instant easy always working access. that would do it]
  • Barriers – if I watch tv virtually with my friend, do i watch the TV or do I watch the game on TV

Insights to Bring Brands A.L.I.V.E.: The challenge of generating and leveraging insights the Pernod Ricard way by Florence Rainsard, Pernod Ricard, France, Kim Gaspar, Pernod Ricard, France, Mark Whiting, Added Value, France, Nathalie De Rochechouart, Pernod Ricard, France

  • Aim, Learn, Insight, Voice, Energize – Insight brings passion brands to life
  • Pernod Ricard – Share our products with your friends, it’s not just bottles and liquids, it’s part of everyone’s life, every party, alcohol is an integral part of parties and life, “Make a friend a day”  [makes me wonder - does anyone market to introverts? -- enjoy this chocolate by yourself, don't share with anyone]
  • [Sigh, this focus on alcohol being the only way to enjoy life is disappointing. Is it not possible to be happy and have fun other ways?]
  • Entify brand – people often treat brands as human beings that care about them
  • ALIVE gives people an insights tool [wow, everyone's got an acronym for their 'unique' process now]
  • Scoping, Consultation, Prototyping, Trial and review, Apply
  • [Apologies for the less than stellar blogging, busy arguing over newbies in #MRX on twitter]

Tracking the Footprint of the Digital Consumer #ESOMAR #MRX

esomarLive blogging from #ESOMAR Congress 2014 in Nice, France. Any errors or bad jokes are my own.

Tracking the Footprint of the Digital Consumer: A global benchmark for consumers’ habits across web, mobile, GPS locations and social media by Heather Dougherty, Experian Marketing Services, USA, Maria Domoslawska, Research Now, USA, Mark Canada, nGame, USA

  • IMG_3355We used to think that personalized advertising a la “Minority Report” were crazy but now it’s possible
  • Your device says a lot about who you are, Your social media profile is freely available data that says everything about who you are, it includes your mapping searches, your online shopping, your chatting and liking, and more
  • People can be segmented into bargain seekers, travel seekers, sports enthusiasts, professionals, fashionistas, techies, foodies, luxury people, fitness people
  • Now we can track behaviors on your PC, on your mobile phone, as well as use mobile diaries, GPS devices, apps, and of course surveys
  • They mapped shopping trends over 2.5 years using surveys, web tracking for four different countries.
  • The search terms were the main drivers to help define topics, scope, and time for the two studies.
  • Shopping times peaked around Christmas the most in the UK, then the US and Canada, then Australia
  • In the UK, luxury mattered travel mattered but as shorter and more frequent trips. Australia tended towards much longer trips. Canada traveled the least. USA folks made the most trips.
  • RNEvery hotel attracted a unique type of traveler – need to create unique messaging for each
  • Similar travel apps were used in different countries but they ranked very differently. Communication was always a top concern whether it was a business or leisure trip. This is always a good time for a brand to interact with a consumer.
  • 40% of people said they actually liked the crowds around holiday shopping
  • on biggest retail days, only 4 out of 10 purchases were planned – massive opportunities for retailers to engage with consumers. The early opening hours drove traffic to the stores.
  • Mobile was central to their shopping journey, but the black friday spice was completely different in 2013 compared to 2012, vastly higher shopper in 2013
  • The best time for online communication was thursday in relation to black friday, and monday in relation to cyber monday

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