Tag Archives: mra_foc

Nov 6 2010

#MRA_FOC #MRX MRA/IMRO Social Media Research Guidelines

Annie Pettit .. .. .. . … .. patrickglaser1

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Nov 6 2010

#MRA_FOC #MRX Today’s Media Landscape by Jack Wakshlag

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Keynote: Fact or Fiction About Today’s Media Landscape: What Do You Know About Today’s Media Consumer?
Jack Wakshlag, Ph.D., Turner Broadcasting

Jack was quite a fun presenter and shared a lot of interesting tidbits with us. Here are just a few that caught my attention:

  • You can ask but that doesn’t make it so. 70 years ago, a survey of hotels asked “Would you accept a Chinese guest” saw 90% rejection. But in fact, when a Chinese couple was sent to hotels, 90% were permitted.
  • People are not conscious rational beings. Much functioning takes place outside of awareness. Can you remember which shoe you put on first this morning? Can you remember how many hours of TV you wanted in the last 7 days? Our brain shortcuts unimportant decisions.
  • If it predicting the future was easy, researchers would be right 100% of time, PBS would #1, network TV would be dead, and nobody would watch porn on the internet.
  • Compared to 5 years ago, people now watch more TV. Less radio. More playing on the internent. Less newspapers. Less music. More magazines. More video games. More playing on the mobile. The ipod was a radio killer.
  • Video “snacking” – neat term as we tend to watch online video in 2.5 minute snippets.
  • 3.4% of people watch TV while they are online. And when people are online, 34% of it is with the TV on.
  • Good researchers must challenge bad research so that we don’t lose credibility
  • If I had asked people what they wanted, they would have said faster horses. Henry Ford.

 

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Conversition Strategies Social Media Research: By researchers, For researchers
conversition strategies social media research by researchers for researchers

Nov 6 2010

#MRA_FOC #MRX Product Optimization by Mona Baker Wolf

This was one session that I attended because I have no experience in this area. What better place to learn something new than at the MRA First Outlook conference!

Here are some of my key takeaways:

  • We all have first hand experience with sensory testing and it consists of: Try it! You’ll like it!
  • The old marketing way of sensory testing consisted of finding out what flavour the VP liked the most.
  • You  can measure three things about products 1) consumer insights (what most of us do most of the time), 2) scientific measures such as saltiness or temperature, and 3) sensory properties including taste, touch, hear, smell, and sight.
  • Not everyone is qualified to be a sensory tester. In fact, a panel of taste testers goes from 100 to 8 people over six months of detailed training about vocabulary, protocols, etc.
  • I have never heard so many ways to describe the taste and texture of a sausage – bite down, chew down! 50 to 60 attributes per product! Wow!
  • Did you know that Coca-cola and Pepsi have cinnamon, lemon, and vanilla flavours? I didn’t.
  • You need a full range of scores to really understand a perceptual map – you need to know where the edges of the map are. As such, you need to test good and bad and strange and normal sausages to know precisely how the next sausage tastes.

Now we’re being trained with a York mint chocolate. (I came to the right session!) We were told to open the chocolate but DON’T EAT IT! First, we were to enjoy the aromatics. Then, we were instructed to look ridiculous as a group and plug our noses while we took a bite. Well, what a surprise to me! It is not possible to taste the chocolate if your nose is plugged! As soon as we unplugged our noses, the chocolate taste appeared. It was quite interesting to learn that chocolate is an aromatic, and not sweet, salt, sour, bitter, or umami taste.

  • And, for the psychometrist in me, it was great to hear from another source that all scales are relative. In this sense, geographic location has little effect on the acceptability of a product. The only different thing is how people use a scale. While relationships between variables stay the same (e.g., A is always greater than B), the specific numbers may change (e.g., A is 7 or 8 but B is 5 or 6).

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Conversition Strategies Social Media Research: By researchers, For researchers
conversition strategies social media research by researchers for researchers

Nov 6 2010

#MRA_FOC #MRX Emotional Drivers by Edward Chao

What a nice, genuine speaker! Edward Chao was so sweet and genuinely happy to teach us how emotion mining is a great technique for understanding both the conscious and unconscious. Here are some of the tidbits I thought were interesting.

  • We are all experts in emotions but novices working with emotions
  • Emotions are always on yet they are mostly subconscious.
  • There is no such thing as a pure rational decision.
  • Increasing emotions of an advertising campaign does not mean adding more puppy dogs, babies, and ladies in bikinis
  • Emotions comes first, behaviour decisions comes next, rationalization comes later. It’s interesting to think about because we always assume we know exactly why we make the decisions we make.
  • Why do moms buy name brand treats for themselves but private label treats for their kids? Focus groups tell us that moms think kids can’t tell the difference. But, emotion mining tells us there is a lower emotional reward for the mom who is serving a snack brand to their child compared to having the snack herself. He learned that the personal choice was emotional, whereas the choice for the child was economical. Surveys make this really difficult to discover.
  • You just need to find the top emotion and solve that problem.

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Conversition Strategies Social Media Research: By researchers, For researchers
conversition strategies social media research by researchers for researchers

Nov 2 2010

#MRA_FOC #MRX Karaoke by Jim Longo. I dare you.

The MRA First Outlook conference kept me pretty busy and a good night’s rest was all I had in mind. So as I was closing up shop for the night, having checked my email and written blogs, I did a last minute check on Twitter to make sure I hadn’t missed anything. And I saw this:

Obviously, I couldn’t turn down the opportunity to capture incriminating video of some of my favourite people and quickly ran down to the hotel’s karaoke bar. I was not disappointed as you will soon see Jim Longo of Itracks sharing his unique rendition of “Taking care of business”. Keep your ear plugs ready.

Enjoy!

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Conversition Strategies Social Media Research: By researchers, For researchers
conversition strategies social media research by researchers for researchers