#Netgain5 Keynote Roundup: Last Thoughts #MRX #li

Image via Wikipedia

What follows are some of my silly musings and key take-aways of the session.
Closing remarks by keynote speakers

Share your insights, interesting learnings from today
- Lot of work to merge GPS and mobile into the method
- We need to embrace new tools and do some research on them, we can’t be slow like we were in the telephone research era
- We need to lead our clients towards these new things even while we’re still wondering about representativeness and such
- Frightening and exciting capabilities are ahead of us, leads to empassioned debate
- MR can be too process oriented
- Do we need to call everything market research or is it something different with different ground rules
- HEY! Ray says he is surprised that there are so many bright, intelligent people in Canada (i think he was kidding

Colleges are teaching students how to do surveys and traditional research. How should we train new researchers?
- Things are always going to change so you must master the core skills. Everyone learns the basics so that they can move beyond to the fancy stuff. The skill is always needed.
- Don’t fight the trends, join them.
- School is for theoretical. Industry is for practical. Most people only learn market research on the job.
- Parallel to law, how do you apply ancient rules to new situations? Same with research, how can i make this research project work in the new principles of market research?
- Get work experience in lots of different companies. It’s a great social life and you’re not stuck in front of a TV. And maybe, you’ll be offered a job.

Comments on privacy and ethics
- Our practices AND our ethics musts change.
- “Am i going to be sued. Am I breaking the rules.” (If this is all you care about, this sounds horrible to me!)
- Every researcher needs to develop a moral compass. Every company/country is different. Ethics are different everywhere. Apologize immediately when you are wrong.
- Our industry is better off for better ethics.
- Unethical businesses will put themselves out of business. You need to develop your own ethics. If you are looking for ethics, then you’re not doing anything of interest for the market research industry. (Audience got excited over this comment.)
- Need to watch out for special care required of children. Take the high road. If you aren’t sure, then don’t do it.
- Where is the informed consent if neuroscience tells me I’m a racist homophobic and I didn’t choose to reveal that information and it hurt my feelings? (argument: no one has complained yet – this is insufficient!)
- Always be open about who you are and what you’re doing if you are participating in a community panel, be as transparent as you can
- Police yourself and slap the hands of those who forget

Neal and Toplansky: Thought Leaders Debate #MRA_AC #MRX (lovestats.wordpress.com)
What is market research? #MRX (lovestats.wordpress.com)
Ginsberg: Neuro-Based Research, Intel #MRA_AC #MRX (lovestats.wordpress.com)
Nope, I’m Not CMRP Nor PRC #MRX (lovestats.wordpress.com)
#MRXblogs – It’s new and it’s fabulous #MRX #NewMR #NGMR (lovestats.wordpress.com)

Jan 26 2011

Tom Anderson: Web Analytics #Netgain5 #mrx #li

Image by CalEvans via Flickr

What follows are some of my silly musings and key take-aways of the session.
Tom Anderson – Web Analytics
- 85% of all data stored is unstructured, it doubles every three months, 7 million web pages are added every single day
- First, tracking survey case study, analysis of guest satisfaction survey which has 10 point scales and permits verbatim responses
- Funny thing is the checkbox answers were different from the verbatims. Checkmarks related to the room and the bed but the verbatim was about the food that made her throw up. The verbatims MUST be read! (people assume you’ll look after the problems and use the comment box for stuff you forgot to ask about, at least that’s what i do)
- Problem with manual coding is code frame changes over time, some codes are missing, some codes become irrelevant, inter-rater reliability (different people and same person would code it differently)
- ooooh, CHAID results, and regression equation
- Future – surveys might look like a blank post card, thumbs up or down and then write in all your comments
- Second case study, five hotels within a travel website
- Indexing might be the new word for webscraping (it’s a tech term that’s nicer than scraping!)
- 20% of the users are responsible for 80% of the posts, pareto principle, most people make just one or two posts in the last year or so
- “online introverts” folks who are listening but don’t say too much
- People posting on multiple hotel boards are looking for cheaper rates, free nights
- Loyalists who focus on one hotel board are more positive about the hotel
- Had a board lurker who interacted with posters, he knew specific people (slippery slope, researchers can’t do this but the client was the lurker so he was able to)
- Was able to see client’s promotional schedule in the text analysis, nice validation
- 60% of online population uses a social network, anyone under 24 is on a social network usually facebook
- WW2 generation is showing the fastest growth particularly to stay in touch with their family, photos of the grandkids and such (ah, isn’t that sweet, STOP following me gramma!)
- LinkedIn has 65 million users (hey, LinkIn with me!)
- Social networks let people raise their hands that they like a certain brand
- Text analytics predict income and purchasing/spending power on LinkedIn
- Qualitative analysis is a sample of information, text analytics can measure entire population

Rosenfeldt: Fear No Truth, Midas #MRA_AC #MRX (lovestats.wordpress.com)
Washington DC in 1.5 hours and the escalator that killed me #MRA_AC #MRX (lovestats.wordpress.com)
What is market research? #MRX (lovestats.wordpress.com)
The Zoo that is Market Research #MRA_AC #MRX (lovestats.wordpress.com)

Jan 26 2011

Brian Singh: Insights from the Nenshi Campaign #netgain5 #mrx #li

Image via Wikipedia

What follows are some of my silly musings and key take-aways of the session.
Brian Singh, ZINC Research, Insights from Nenshi Campaign
- Who is Nenshi? No awareness nor familiarity, no money for this political candidate in Calgary
- Used multiple methods, translated social media into REAL ACTION
- They needed to “seed” advocates, point people to where you want them to look, give something for people to talk about
- Are the people you are trying to speak to even on social media?
- They needed to connect to the hyper-engaged so that those people will build the information
- (They had a research strategy with their social media research!)
- Really nice perceptual map of leadership by personability, Nenshi was higher on personal, lower on leadership, very in the middle of the other political candidates
- Found the most common searches were “is he gay” and “is he muslim” – so they created videos around these questions
- Crowdsourced material is extremely important and usually the most popular
- People love the homemade political messages, barney images, handmade voting signs, graffiti
- Need to marry social media research with political polling, you must be literate in this method

Jan 26 2011

Sean Conry: Mobile Research #netgain5 #mrx #li

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What follows are some of my silly musings and key take-aways of the session.
Sean Conry, Techneos: Mobile Research – New platform, new thinking
- “How do we move this 45 minute survey onto mobile.” No, this isn’t what mobile research is.
- Mobile lets you reach audiences that are difficult otherwise
- People are going to try to answer surveys on their mobile whether you like it or not – so help them do it.
- Gain new insites via this different method
- Specific study: During a UK bank holiday; what are you doing right now, where are you, who are you with, how do you feel, provide a photo or GPS
- (just did one of my famous typos! the word “during” always comes out as the name of my SO
- On average, 8 responses per person, 2.7 entries per day, 55% included photos, 38% included all GPS coordinates, 68% included at least 1 GPS coordinate
- On average, 15 words per message about “what are you doing”
- Visual trend spotting, major theme was food and how they were buying/cooking, media was another huge trend
- “Quantilative” new word for qualitative quantitative research…. interesting! Word comes from Monique Morden, previous speaker
- You can code photos with words, these are all food or facebook or reading or tv
- People who look after their kids DO have untraditional hobbies and interests and this lets us see them
- Great validation method is checking words with GPS. “I’m on the highway 401″ and the GPS confirms this.
- 100% said they would do it again, 77% would recommend, 32% concerned about cost of data plan on phone, 23% concerned about being tracked, 3% diary is too instrusive
- Responders can’t download the aps to work phones
- Get better results if you don’t warn people the research is coming

Ginsberg: Neuro-Based Research, Intel #MRA_AC #MRX (lovestats.wordpress.com)
The Zoo that is Market Research #MRA_AC #MRX (lovestats.wordpress.com)
What is market research? #MRX (lovestats.wordpress.com)
Opening Ceremonies #MRIA2011 #MRX (lovestats.wordpress.com)
How Heidi Wilson Won a #TweetFeel T-Shirt #MRIA2011 #MRX (lovestats.wordpress.com)

Jan 26 2011

Will Goodhand: Social Media Research and Digividuals #netgain5 #mrx

Image via CrunchBase

Will Goodhand, Chief Brainjuicer, Comedien, Brainjuicer
.
What follows are some of my silly musings and key take-aways of the session.
- Going to discuss how social media research works on a very basic level
- “Replace fear of the unknown with curiosity”, fear that clients have (and researchers too!)
- Data is the curse of market research: how do you gather, reduce, present, engage
- What about the unknown unknowns? We know what we don’t know, but what about the things we don’t know that we don’t know?
- DigiViduals – digital likeness of a person, we built it digitally, it has personality traits but it’s not a real person
- Opinion polling is wrong or so far out there it’s useless (wow! wild claim!)
- We need a lighter touch to research because people don’t always have access to their own reasons for doing or saying things
- Even if people aren’t trying to lie, and are being honest with themselves, the act of conducting research changes the results. Hurray! No more questionnaires!
- Data that comes from digividuals is surprisingly intuitive
- You can build personalities of people/brands using the words that they’ve chosen, it’s like building a tv show character
- You can go beyond the basic measures, like brand usage, and consider the sidebar conversations, like which rock bands they listen to
- Twitter is the most human dashboard you’ll ever see, you get words, pictures, music, video
- They created a character Ian using their bot engine. Gave him an emotional profile, gadgets, progressive, energetic, etc. Then the bot searches out tweets that match his profile. (I’ve never heard of this kind of research. I’ll need to check it out!)
- Within 5 posts, they always get an Iron Maiden video. (ha! 6 degrees of Kevin Bacon
- The collection of posts hitting these terms generates common themes of this fake person, this digividual. A person fond of music, using colors, lovey dovey books.
- You can do this same thing to products. What kind of TV would this digividual want?
- “insight” got used and I think it might actually have been an appropriate use!
- This research is very shareable (and easily understandable by researchers and non), let’s you get to understand your customers, creates concepts to test, brings trends to life
- Really great presentation, nice mix of methodology and results

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