Tag Archives: eso3d

Oct 28 2011

Chocolate, Vultures, and Glowsticks oh my #eso3d #mrx

Day 2 of Esomar 3d brought many wonders. As expected, every dessert was a wonderful treat – chocolates and cakes and oh my, I ate as much as I possibly could. This conference had the best desserts of any conference I’ve been to. And with more glow sticks and coloured voting cards, there was fun to be had too.

Day 2 also brought animal delights. A flock of hundreds of turkey vultures floated effortlessly in the sky, a pelican landed 15 feet away from me as I swam in the ocean, jellyfish at my feet, jellyfish stinging my arm, and far too many sea shells and coral to pack in my carry on.

Day 2 brought tears to my eyes with a presentation by Koki Uchiyama and Michio Mutoh who spoke about The Earthquake and Tsunami in Japan. It was an inspiring case study about using research for good, not just to sell more soap. It was a wake up call to remember what really matters in life.

As with any conference, I hated the last hour. It’s a sad hour that marks the end of inspirational talks that remind us why we’re in market research to begin with. Two days of chatting with like-minded passionate people is a hard thing to leave behind but once again, I’m refreshed and newly inspired and eager to take on all that comes my way.

I say good-bye to you Esomar, but I look forward to seeing you in Atlanta.

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Oct 28 2011

Mobile Phone Phenomenon by Nathan Eagle #Eso3D #MRX

This is a live blog posting from the Esomar 3D conference in Miami. Written, summarized, and posted just minutes after the speaker has finished. Any inaccuracies are my own. Any humorous side-notes are mine as well.

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CLOSING GUEST SPEAKER
Mobile phone phenomenon!
Engaging the next billion
Nathan Eagle, Co-founder and Chief Executive Officer, Jana (formerly txteagle), USA

  • One cent of bonus airtime for a ten cent call was sufficient to get Kenyan nurses to share information – the NEXT billion people, emerging markets, who really don’t have internet access
  • 90+ countries, 230+ mobile operators, 2+ billion consumers in all emerging markets can now participate in research without paying to participate (airtime costs them money)
  • [wow. global map shows just how narrow the easy access internet population is. We forget that there's more to this planet than north america and europe.]
  • Slowest growing economies? US, Frances, Spain, Italy, Norway
  • Shares of global middle class consumption in next 40 years – massive increase for China, India. decrease for EU, US, Japan. [HEY! Where's my lovely Canada?]
  • Top ten economies – Now US, China, Japan, India, Germany, Russia, Brazil, UK, France, Italy. In 2050 China, US, India, Japan, Brazil, Russia, Indonesia, Germany, UK, Mexico (in order)
  • Why mobile? It’s where people are. Mobile is the ONLY way to reach the next billion people. It’s not mobile with apps. It’s old style mobile. That is what emerging countries have access to.
  • Developing countries have plateaued. But emerging markets are still rising high. Growth in internet is all about handsets.
  • Phone subscriptions are pre-paid in emerging markets. no contract. no credit. constantly adding small bits of airtime from kiosks. If we give them small amounts of airtime, it is like electronic cash.
  • Phones are more common than banking.
  • A mobile strategy changes penetration to 5 billion handsets at no cost to the end-user. Maybe no images, maybe no internet, maybe no ‘pretty’ surveys, but it works for billions of people. Handset users may not be able to spell. It’s best for 5 question, multiple choice.
  • Mobile is a great source of people. Great incentive for lots of people (airtime as a currency, equivalent to cash). Good for screener questions.
  • [Good presentation. We always forget about non-first world countries. The rest of the world can benefit from research too. Think outside your culture.
  • Saved the United Nations 4 million dollars and gave them better data. 49 countries, simultaneously.
  • NPR poll: what would you do with 15 dollars - buy a domain name, give to needy, give to mosque, buy a dowry
  • Balanced panel in emerging countries - panel recruitment assistance
  • Caution - Mobile doesn't solve everything. Create appropriate strategy. What goes viral in one country won't in another.
  • Everyone likes to pay less for their mobile phone bill. [I like to pay $0. ]
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Oct 28 2011

Multi-Mode studies of Cultural Events by Atkinson and Conry #Eso3D #MRX

This is a live blog posting from the Esomar 3D conference in Miami. Written, summarized, and posted just minutes after the speaker has finished. Any inaccuracies are my own. Any humorous side-notes are mine as well.

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The place for mobile research?
Multi-mode studies of major cultural events
Simon Atkinson, Ipsos MORI, UK
Sean Conry, Techneos Systems, Canada

  • Telephone polls, plus online listening, plus mobile ethnography to learn about the royal wedding
  • Overall mood in UK was gloomy prior to the Will and Kate wedding
  • [Just got a bagel chart instead of a pie chart and a shout-out that it wasn't a pie chart. Mmmm donut chart. :-) ]
  • Not many mentions of street parties before nor after, but a massive spike when they did occur
  • Different websites had very different counts for specific events [A recognition that sampling is important without using the word sampling]
  • Massive peak on April 29 for mentions of royal wedding. Imagine if you only did a poll the day before or a couple days after. You would have missed this peak.
  • Mobile phones let you see things come in by the media. Imagine lining the cell phone images taped to a timeline.
  • The combined data said this was a bank holiday plus something special. What did they learn? “Proud to be British” You might not have got this from  a survey which can’t really follow someone on a day to day basis.
  • Mobile phone research lets you reach people across an entire geography and you can pinpoint their location
  • Men 60% were not interested in the wedding according to a poll. But, through this research, men showed a greater interest. [actions speak louder than words]
  • Can we engage panel respondents in mobile surveys? is it interesting? can people multi-task? Does it provide more of a  360 degree view? yup!
  • Use mobile for mass or civic events, pinpoint moments of engagement, identify moments where communication is important, understand how communications are received in real time
  • Don’t be a lazy researcher. Be disciplined about question, context, and what kind of information will be most useful. Or your results WILL be wrong.
  • In the UK, 24 million people watched the Will and Kate wedding on TV. Who watched online? 32 million. Very much in line with other similar high traffic events from sports, entertainment, and royalty.
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Oct 28 2011

Digital Matrimonies that Transform the Face of Research by Kristin Luck #Eso3D #MRX

This is a live blog posting from the Esomar 3D conference in Miami. Written, summarized, and posted just minutes after the speaker has finished. Any inaccuracies are my own. Any humorous side-notes are mine as well.

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Digital matrimony: marriages that are transforming the face of research
Do you, the Internet, take social media and mobile, to converge into one platform?
Kristin Luck, Decipher, USA

  • How do we use technology for good instead of for cool
  • 35% of americans use smartphones which seems low given everyone in this room is using one [get outside your comfort zone and see reality]
  • It doesn’t matter what we want. It matters how people want to participate in research.
  • Online research needs a spouse – or several. Spouses are SM, mobile, and tablets
  • Reconnecting with the consumer in their own digital backyard [want to see pictures of my garden?]
  • What are the patterns of influencers, not just the power of influencers?
  • The data that Google/facebook is far more valuable than what you get from them – free uploads, sharing, comments, websites
  • Kristin just showed a tweet of mine “Dear google, when you suggest i go to google.ca, you’re just reminding me that you’re invading my privacy.”  She didn’t ask my permission to use this tweet. [Ah, Kristin, you're my bud :-) ]
  • How many apps will one panelist download? [Hm... if every panel company has an app and every panelist is on ten panels... don't kid yourself]
  • The blending debate – should mobile data be looked at differently than online data?
  • Mobile survey takers are – slower, give shorter answers, no differences in satisfaction ratings.
  • Privacy concerns – does the data include more than what the panelists know about
  • Shout out for David Stark at Gfk [my bud too :-) ]
  • Tablets are a laptop/mobile device and dependent on how people use the devices.
  • Qualiquant word mentioned again. [love it!]
  • How do we marry all these devices/platforms? Cross platform panel recruitment.
  • Survey or polling widgets can go anywhere and be shared
  • Minimize all non-essential content – progress bars, logos. [hear that? drop the logos!]
  • Minimize distractions – keep questions simple
  • Most competitors are not run by researchers. Watch them for innovations.
  • Stay focused on the user experience. “Innovation and NewTools in MR” Check out this group on linkedin
  • Amateurs built the arc but professionals built the titanic
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Oct 28 2011

The Lives of Cool Digital Natives #Eso3D #esomar

This is a live blog posting from the Esomar 3D conference in Miami. Written, summarized, and posted just minutes after the speaker has finished. Any inaccuracies are my own. Any humorous side-notes are mine as well.

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INTERACTIVE TRACK VOLUME TWO – THE RESULTS
Play, interpret together, play again and create a win-win-win!
A 21st century research experience picturing the lives of ‘cool’ digital natives in ‘hot’ cities
Tom De Ruyck, Elias Veris & Joeri Van der Bergh, InSites Consulting, Belgium

  • Part 1:
  • 6 weeks, 100 young folk, 15 cities
  • What/who is generation Y? Stimulation junkies! How can you get them on a community for so long? We need to market our research to our consumers, make it an experience they can contribute to.
  • Let them meet other cool kids around the world to create identify new trends.
  • At every new level of the game, they got something new – new information, new features in the community (see a blog post, moderate a session). Have them compete with other group members.
  • Can you turn research results into a game? Realize what you should improve in terms of your knowledge? Make them more impactful.
  • Part 2:
  • Play, interpret together, play again, and create a win
  • Can you turn research results into a game? Try it.
  • Can researchers beat Gen Y? Which has the most insights and the most unique insights?
  • We’re voting by glowsticks. The researchers lost for number of insights and number of unique insights. The crowd won. But, two pairs of eyes are better than one. [We need more glowstick voting!]
  • Getting people involved makes you open to learning new things. Infotainment is a good thing.
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