Be prepared to recognize and support the "inner betty" @bettyadamou is officially an #MRIA meme #netgain6—
Annie Pettit (@LoveStats) January 25, 2012

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Malcolm De Leo, Chief Evangelist, NetBase
Understanding Sentiment Analysis: Methodology and Relevance to Market Research

• Do you trust social media research? Do you research opinions online before you buy a product? Is your answer the same for both?
• 5 years ago there were 300 tweets per day and 200 million tweets per day now
• 53% of people on twitter recommend companies or products in their tweets
• The average consumer mentions specific brands over 90 times per week in conversations with friends, family, co-workers
• Will research replace or augment? It doesn’t have to be one or the other.
• Surveys remove and include biases all the time.
• Challenge is not finding social media data because there is tons of it.
• The world is no longer B to C, it’s now C to B. We can’t even keep up with the marketplace.
• We are comfortable with numbers are removing bias but we still resist. We know social media is the wave of the future but we aren’t seizing the opportunity to control it.
• Consider NLP versus text analytics vs keyword searching when doing sentiment analysis. Precision is key.
• Covert passion – mentioning a hashtag. Overt passion – saying you love something about the hashtag
• Market research companies wear no clothes – we can measure any of them anytime we want.
• Your suggestion box is public – people will talk about you online no matter whether you want them to

Related articles

• Netgain 6.0: An MRIA Social Media Workshop by Annie Pettit
• New book! The Listen Lady: A novel and social media research guide baked into one 
• Engaging the high tech consumer: Bob Fawson #Netgain6 
• Riding the Change Wave: Lenny Murphy #Netgain6 
• Finding the Right Social media Mix: Julie Wittes Schlack #Netgain6 
• The Lizard Made you do it!: Indivar Kushari #Netgain6 

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Behavioural Economics
Adam de Paula – Managing Director, Sentis Market Research, Inc
Measuring Without Needing to Ask: Using Implicit measures to Predict Choice

• It’s not the consumers job to know what they want – Steve Jobs
• People have no idea why they’re doing what they’re doing so they try to make something up that makes sense – Clotaire Rapaille [TOTALLY agree]
• Surveys are about measuring explicit attitudes and behaviours
• Explicit measures rely on conscious thought have limited predictive value
• Implicit measures tap preferences and feelings indirectly
• You can predict divorce over 3 years with non-verbal measures – eye rolling, sneering, silence, monosyllabic mutterings
• Predict litigation with dominance and lack of concern
• Predict career based on people’s names – Dennis more likely to be a dentist, Louis more likely to move to St. Louis – Unconsciously, we associate things with ourselves. Dennis won’t admit it but statistics will prove it.
• BE is how people really make judgments and choices. The old model of people think through all the options is off the table now.
• Implicit associations between words – old/weak, beauty/youth. Activation of one word, automatically activates the second word.
• People are bad at accurately reporting on what has influenced them. We can prove people are influenced by the space or size but people won’t recognize that.
• Group task – tap your left knee or right knee to indicate whether a word belongs to younger or older male [room full of tapping sounds now] Now task is good vs bad [quick tapping from everyone] Now task is young and good vs older and bad [woah .... tapping sounds are few and slow] . As tapping gets slower, people are having harder timing matching a picture to multiple words that may or may not represent a cohesive theme.
• Great process for stereotyping research because people don’t feel comfortable saying what they really feel. There’s no social desirability here.
• Useful conditions for implicit measures – quick judgments, many alternatives, early life attitudes

Related articles

• Netgain 6.0: An MRIA Social Media Workshop by Annie Pettit
• New book! The Listen Lady: A novel and social media research guide baked into one 
• Riding the Change Wave: Lenny Murphy #Netgain6 #MRIA (lovestats.wordpress.com)
• Engaging the high tech consumer: Bob Fawson #Netgain6 #MRIA (lovestats.wordpress.com)

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Gamification
Bernie Malinoff, President, Element54
The Yin and Yang of Gamification

Flight #7 of 2012 – at the end of this rainbow, will find @LoveStats @BettyAdamou @lennyism @camdavis48 @SandyJanzen @BFSingh #NetGain6 #MRX—
Bernie Malinoff (@berniemalinoff) January 24, 2012

• Grids are toxic for consumers and addictive for researchers
• Bernie accepts he has a problem
• Survey “Engagement” space race
• Just because you have a flash question doesn’t mean you should use it – a yes no question is still a yes no question
• DIY is beneficial to all and makes us better consultants
• You could do the same question with  a radio button vs slide vs facial expressions vs visual skiier game – Why not first decide WHY you would choose one of the methods, take a purpose based approach
• Issue of straightlining – Grid was 10%, flash question was 6%, flash question plus “bet $20″ was 0% straightlining
• Data cha0s – 40% variance in answers due to different methodologies
• Gamification can be visual or linguistic
• Do you put a little bit in a survey when it’s boring? only at the beginning? only at the end? pepper it throughout? THINK what makes sense
• Flash surveys are 20% longer. Game version is 73% longer. But these options are much more enjoyable.
• Adoption hurdles: norms (blow on a tracker and the results will change), scalability (efficiency of programming all surveys the same way, surveys go off to Santa’s workshop and come back all done)
• I Love Lucy’s factory is an example of efficiency and creativity…. maybe. Is this how our survey programmers feel today? We treat it as just a production process.
• You can’t replace the fundamentals with software
• Most researchers are analytical but maybe not spending much time being creative about our approach to research
• Big or small supplier/client, we share the same goals of better research and better data

Related articles

• Netgain 6.0: An MRIA Social Media Workshop by Annie Pettit
• New book! The Listen Lady: A novel and social media research guide baked into one 
• Engaging the high tech consumer: Bob Fawson #Netgain6 
• Riding the Change Wave: Lenny Murphy #Netgain6 

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Betty Adamou is CEO and Founder of Research Through Gaming Ltd and also Editor-in-Chief of Game Access, a Gamification blog. 

Giving Research the NOS effect (NOS is a slang term for nitros oxide which is frequently used for car racing – see The Fast and the Furious)

Had a lovely evening with @sandyjanzen @LoveStats @camdavis48 @ @berniemalinoff Thanks #netgain6 for today,sorry for leaving early! #jetlag—
Betty Adamou (@BettyAdamou) January 25, 2012

• Gamification can be used as a motivational tool, understand their contribution
• “using games in research so the next generation doesn’t hate us”
• Would YOU take the surveys you send to respondents?  [HA!!!]
• Do YOU bring your PM’s to conferences? Why not? They talk to your respondents and they should see the options and learn how to challenge their own surveys and designs.
• Current options make respondents feel we don’t really value their opinion
• Surveys aren’t interactive, they can’t give extra opinions, it’s one-sided in many ways, a barrier between the respondent and the agency
• MROCs reduce this barrier through effective communication
• MR today – lower response rates, longer field times, higher costs due to attrition
• Will the ‘trads’ see gamification as a stain on market research? [ funny! ]
• “Pimple Crisis” game let’s people choose pimple blasting tools and measures how quickly they choose particular items
• Games need to be interactive, speak the same language, share information among respondents, create an avatar of themselves (bridge the empathy gap), opportunity to better themselves by understanding their contribution, don’t call them panelists call them playspondents, give useful incentives, give feedback, give people a WHY
• Young males are hard to reach but they could finally realize that research is actually fun
• Respondents don’t know that researchers do tons of fun stuff but they still think it’s boring grids
• Gamification isn’t bolder brighter fonts or adding images and videos
• Many brands use games which are actually marketing materials, Pottermore is a marketing game to continue the Harry Potter story online, Weight Watchers has gamified losing weight – share achievements with your team, follow rules and points, loyalty cards unlock achievements and give you rewards and strive for an ultimate goal with elements of leveling up
• She’s teaching herself to drive via gamification, she does a plus 1 for her daily achievements [we want to see this online Betty!]
• Research through QR codes, give points for how many they scan around a shopping mall,
• Use gamification for introductions, a card game to decide who shares something about themselves
• Will people be more vocal, share more about themselves if gamification is used?…… yup! Did two focus groups, one where people just introduced themselves, one where people played a game of introductions. Game group opened up more, quiet people opened up more. People think it’s fun, they’re more creative, playful, wasn’t a strain on their brains.
• RAVA – Rules, a feedback system, voluntary, a goal
• CABIN – collaborative, share, bonus features, aesthetics [check with Betty for her descriptions of acronyms]
• Games are played by kids and adults alike, they teach you about your true self, what your core strengths are, what motivates you, and what makes you happiest
• Make the goals of the game clear

Related articles

• Netgain 6.0: An MRIA Social Media Workshop by Annie Pettit
• New book! The Listen Lady: A novel and social media research guide baked into one 
• Engaging the high tech consumer: Bob Fawson #Netgain6 
• Riding the Change Wave: Lenny Murphy #Netgain6