Tag Archives: marketing

Nov 7 2011

Cross Media Marketing by Insight Express and Disney #TMRE #MRX

Live blogs by @LoveStats! This is a session summary from The Market Research Event by IIR in Orlando, Florida, November 2011. It was posted mere minutes after completion of the talk. Any inaccuracies are my own. Any humorous side remarks are also my own. Feel free to leave comments and critiques.

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11:30 – Best Practices in Cross Media Marketing and Measurement
Molly Elmore, Vice President of Market Research, InsightExpress
Marc Normand, Vice President, Research, The Walt Disney Company

  • #1 Clearly defined goal objective. Have focus, choose specific objectives. [in SMR, the objective is often "do something in SM. sigh]
  • #2 Less is sometimes more. Do not include random questions that are not related to the objective. Do include brand metrics, target definition questions, profile analysis questions.
  • #3 Accurately define exposure groups. Advertising recall is very inaccurate. Don’t assume ads are memorable. 23% of people think they saw an ad but didn’t. 70% of people don’t remember.
  • #4 Ensure clean, valid comparisons between Control/Exposed group. Weighting can be your friend.

    Daisy Duck from The Walt Disney Company

    Image via Wikipedia

  • #5 Design the survey to capture frequency of exposure.How often do people need to be exposed in order for them to remember it. Binary exposure question is insufficient. 12 exposures in short time can be bad for your brand though.
  • #6 be cautious of screening to heavily [THANK YOU] People are define their target too narrowly. You DON”T KNOW which is the important part of your data every time. WOM gets ignored with excessive screening, out-of-target can become in-target. Broaden your target and get larger sample sizes.
  • #7 Compare to normative if available. Adds context. Can see if the difference you saw is better or worse than similar studies. But take it with a grain of salt, category must be similar, brand awareness should be similar, consideration set must be similar.
  • #8 Incorporate costs into final analysis. TV is expensive option. Can be three times as effective but if it’s ten times as expensive, it may not make sense. [unless the # of people you reach is vastly greater....]
  • #9 Develop analysis with a story in mind. Does the creative accomplish the intended goal – awareness, etc.
  • #10 Explore media vs creative. How are some measures aimed for media vs creative. Do people connect with ads physically. Awareness measures are often media measures, did media do its job. Education, persuasion is the job of the creative. Does the brand come across? Must always have multiple measures because “purchase was flat” isn’t helpful at all.
  • [Very tweetable presentation. Means they gave specific advice. Always good. Thank you presenters!]
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May 12 2011

We All Need a Little More Optimism

I am a commercial skeptic. The Vulcan researcher in me means that I don’t believe a word they say. I automatically assume every word is simply marketing speak to make me forget about the practical or impractical features of a product.

But this commercial, well, it’s a little different. It doesn’t talk about the brand of coffee (Maxwell House) or the flavour or the price or any other silly little thing that I won’t believe anyways. Instead, it reminds me what every day should really be. A day that we are thankful for and happy to be a part of. A day where we’re proud of ourselves and content with who we are.

If you need a pick me up, then this commercial is for you.

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Feb 17 2011

Advertising to Real People – Including Researchers #MRX

We take our work very seriously. We are desperate to see the fourth decimal place, we need to know the exact date and exact sample size. We design questions that are so specific, the entire question takes up half of the page and no one really understands it.

But let’s leave our ivory tower of non-reality for just a few minutes and sit on the other side of the table. Instead of being the marketer, the researcher, or the client, let’s remember what it’s like to be the person who actually uses our product, watches our advertisement, and searches our website. Let’s remember what we are actually like as soon as we leave the office. We see all the silly things that other people are doing regarding marketing and advertising, often forgetting that we are doing the exact same things ourselves.

In an effort to remind ourselves that even marketers are real people, here are just a few of my favorites from a website called Things Real People Don’t Say About Advertising. Laugh, learn, and think about them when we’re at work, not just when we’re at home. There’s many more where these came from!



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    • Sep 24 2010

    I resolve to finish eating this apple cookie

    Open a browser window and search for apple. How many of the millions of results are for apple pie versus apple computers?
    What about if you search for cookies? How many results are baked treats vs spyware?
    Now try these brands: Microsoft, iPhone, BMW, Volkswagon, Prada. I’ll bet you without even checking that 99.9% of those results are exactly what you think you’re getting. Branded consumer products.

    In this age of social media, it seems particularly prudent to consider how brand names appear in social media, how people will search for your brand, how people will talk about your brand, and how you will search for your own brand.

    A while ago, Electrasol decided to change their branding. They went from a unique, undisputed name to “Finish.” Try searching for that on google. I would try but I doubt I would ever finish.

    Did we learn from that? No. Now, Spray’n Wash has done the same. They dropped a fairly unique name for the simpler Resolve. I would resolve to show them what a bad move that was for Resolve but I didn’t finish my previous search for Finish.

    Why aren’t brands learning? Brand communications are taking over the internet. Marketing is taking over the internet. Market research is taking over the internet. If you don’t brand your products with unique social media brands, you’re going to get social media marketing garbage and social media research garbage. Validity scores and data quality indicators will take a nose dive into single digits.

    Do you want that? Can you afford that?

    Aug 18 2010

    Laugh at yourself and then cry at our flailing industry

    Well, once you manage to catch your breath after laughing solid for 4 minutes, let’s really think about all the people involved in this little prank.

    1: Interviewer: First of all, this interviewer deserves a raise, a bonus, and a promotion for going through this interview without laughing, getting upset, or antagonizing the survey responder. I’m sure he deals with this sort of thing, whether real or fake, all day long every day. And yet, the utmost professionalism on his part. Kudos for a great job.

    2: Responder: How did our industry get to such a state where surveys are written so poorly that people leave a tape recorder at their telephone waiting for researchers to call in order to make fun of them? This is nothing for us to be proud of.

    3: Data Analyst: How exactly is the data analyst going to handle data which is clearly horrible quality? Will the analyst think of checking for outliers in each question? Will the analyst review the entire set of responses to recognize that it is an across the board outlier and probably a troublemaker? Will these responses lead to completely invalid analysis and conclusions?

    4: Survey Author: Of course, we understand the need to use standardized questions in surveys. But, no matter how convinced you are, the world does not consist of people who know how surveys work. There are absolutely people out there who need to be taken through a survey with far more care than what we

    permit when writing surveys. Telephone surveys need to be written so that interviewers can speak naturally and help those people who actually need some help. That’s where good data comes from. I’m really curious if the survey author left a place for the interviewer to indicate that this instance was possibly an outlier.

    So, enjoy. But the next time you write a survey, keep this in mind. Are you antagonizing yet another survey responder or are you responsible for creating a more positive market research experience?

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