Connected homes, political polls, and quicksand oh my! #CRC2015 #MRX 

Live blogged at #CRC2015 in St. Louis. Any errors or bad jokes in the notes are my own.

Leveraging methodologies and optimizing your product: How NRG developed a connected home solution

  • help consumers better understand how to use and control energy when we don’t really think about it unless it doesn’t work
  • connect/smart homes can help you control anything from an app on your smart phone, lights on and off, check on kids, see what time people come home
  • people will always want a $10 000 ferrari. stop asking about that. no one wants a $200 000 kia either. stop asking that.
  • what is the most efficient product based on costs and preferences
  • Learn about the efficient fontier – optimizing preferences and costs
  • what features do people really like and which are undervalued
  • must narrow down the features using max diff first
  • people really wanted to be able to confirm that they had closed and locked the door
  • price obviously had to be included
  • there is no right answer but you get data to make decisions [totally agree. statistics never give you th right answer. they give you something to ponder]

Political polling 2016: what pollsters and corporate researchers can learn from each other

  • “This election finally prove that most market research is probably twaddle”
  • research is used to find the idioms that people like and these words show up in speeches
  • RDD has been the most prefered data collection mode, and in some cases still are
  • compare a phone and online survey side by side, n=500 for both, 21 questions around 5 minutes
  • housekeeping variables generally matched
  • no major differences between the two groups for many variables on voting, immigration, economics
  • study that appends voter data from registered voters
  • questions were about favorability and support, e.g., i don’t really like them but i’m voting for them
  • in single select questions, trump is favoured.
  • tending data is more important than single point estimates
  • brand liking is not always a good predictor of buying behaviora
  • change in question wording can yield substantially different data
  • online data can provide a reliable supplement, if not replacement, for phone surveys [in other words, there is NO perfect data collction method. be SMART in your data collection and interpretation]

Tiptoeing through innovation quicksand: methods to die for and methods that might kill you

  • Gartner hype cycle for methods
  • 100 responses so far, convenience sample – researchers, supply side, corporate; skewed quant
  • asked about 34 techniques, no forced answers
  • 3 people said they were fired for using a technique – virtual store research, prediction marketets, A/B testing, emotion detection [i wouldn’t want to work there anyways!]
  • if you did an online survey in 1996, it might have had a big impact on your career
  • people said they were rewarded, promoted, raise for using a new technique; helped companies shift directions
  • only 64% had used online surveys, half had used focus groups
  • never use again  -mail surveys, facial recogniton
  • Career builders, Career opportunities, Career investments, Career challenges
  • Microsegmentation – can identify micromarketing action to take, but complex to implement
  • Customer journey mapping – great holistic view of customer experience, too complex or externally focused
  • Uplift modeling – trying to action individual, strong ROI, 
  • social media analytics – unprompted items of concern, difficult to decipher, not-reliable data
  • mobile intercept surveys – on the spot real data, hard to get participation
  • neuromarketing – higher price, opinions vs actions
  • microsurveys under ten questions – quick,better for niche audience, low barrier of entry
  • facial recognition – might feel it doesn’t give new information

How better meetings and wicked problem solving propel research-based innovation by Tom Wujec, Autodesk #CRC2015 #MRX 

Live blogged at #CRC2015 in St. Louis. Any errors or bad jokes are my own.

  • technology will rise at an expontential rate, industries are rising and falling chaotically, human creativity generally remains the same
  • we’ve built more transitors than grown grains of rice this year [what the?]
  • in technology, each step is greater than the sum of the previous steps
  • London has a number of trains operating undersground for …. mail! Technology lets you look at it at the level of a bolt.
  • Can measure traffic patterns by creating subway systems and highway systems using a digital model
  • VUCA – volatile, uncertain, chaotic, ambiguous – this is the state of the world as described to congress
  • businesses are becoming VUCA
  • do you want to buy the fastest VCR? no, you want DVD and netflix and newer.
  • kodak HAD more patents for digital than all their competitors but they didn’t want to disrupt their category
  • uber is the current post child
  • there are three kinds of basketball according to the shoes needed, shoes are digitally developed to suit these specific needs, monitors are built into the shoe and you can subscribe to that service
  • two robots are assembling a bridge in amsterdam
  • robots can do things people can’t, can try many variations in the thousands and evaluate all for strengh and weight, can create an algorithm that a designer can use to select the attribute they would like, and all this in an afternoon [ah yes, tales of my statistics professor who did ONE factor analysis for his differtation]
  • computers create solutions that look like nature, the best solutions are often designs from nature [think helicopters and planes that we designed thinking about birds]
  • imagine creating a dress for an individual via 3d printing, no waste, exact fit
  • technology is being adopted massively faster as the years go by, TVs took many years, iphone took no time at all
  • many sports stories in newspapers are written by computers
  • Watson has better predictive ability than 12 physicians
  • what happens when this technology goes ito a toy? child can ask a toy any question though some questions are answered with ‘go ask mommy’
  • impossible, impractical, possible, expected, required – the phases of techology
  • need to change our mindsets to work with these technologyies
  • showing the technology and the research is not enough
  • creativity is endless and magical, we can explore more broudly and deeply than every before
  • fostering innovation involves identifying problems that matter by exploring alternative and delivering elegant solutions
  • in two minutes, draw a picture of how to do something trivial, inconsequential, such as how to make darkened crispy toast, no words, for someone who has never made taste before – where do you start, where to you end, what are the salient points. in different countries you get toasters or frying pans or fireplaces
  • use sticky notes on the wall, move them around, do it quickly 
  • technology is increasing and industry is increasing but humans havent’ had a hardware upgrade for hundreds of thousands of years so creativity remains static
  • where should you put your efforts?

The impact of social #ESOMAR #MRX 

Live blogged from Esomar in Dublin. Any errors or bad jokes are my own.

When democracy fails to deliver by Ijaz Shafi Gilani and Jean-Marc Leger

  • what explains satisfaction and dissatisfaction with democracy
  • democracy is the worst form of government except for all the others – Winston Churchill
  • Failed as a norm? no
  • Failed in specific cases? yes
  • 75% of people believe democracy is the best 
  • 50% believe they are ruled by the will of the people
  • 35% of upper income americans believe a good way to govern is to have the army rule
  • Nat rep, 52 countries, n=50 000, 10 years apart survey
  • countries who’ve practiced democracy the longest are most disillusioned
  • correlates of disatisfaction include:
  • macroeconomic factors – ecnomy, inequality, size of country
  • demographic factors – gender, age, education
  • identify factor – nationalism, patriotism, attitudes towards globalization
  •  Identify factors seemed to be most relevant for countries practicing democracy the longest
  • political rights and civil liberties have taken a back seat, now its become flight of jobs and immigration
  • linked to inability of govt to copy with “encroachment of globalization”, these people are most dissatisfied 
  • does democacy fail to deliver in a globalized world?
  • democracy might need to reinvent itself

Ireland and same sex marriage by Eric Meerkamper and Aengus Carroll

  • Bill Gates says he is struck by how important measurement is to the human condition
  • we have a unique skillset and tools to measure
  • we have relied too heavily on the same repsondent for too long – Dan Foreman
  • Random Domain InterceptTechnology, based on making errors in the browser bar
  • 51 countries, 51 000 respondents
  • should same sex marriage be legal
  • seems like a safe question but in many parts of the world, this is a death penalty for you and even your family, people need anonymity to answer this question
  • across 8 other countries with marriage quality, only about 50% of population wanted it, so it is still risky
  • about three quarters of of people disagree with marriage eqality in countries where sexual orientation can be a crime [naturally, you’ll be killed if you say otherwise!]
  • yes campaign: what kind of country do you want to grow up in, it’s about human rights, inclusion
  • no campaign wanted a civil partnership not marriage, that kids needs a mom and a dad
  • 72% of young voters wanted same sex marriage which matched the campaign they used, focus on young people
  • young people brought older people to come and vote
  • marriage was not the issue, the issue was discrimination and exlusion
  • this method allows safe measurement

Cultural revelations #ESOMAR #MRX 

Leveraging qualitative for indiginous innovations: flavour innovations  by Irene Joshy

  • How do i adapt the flavours of the local palette? can i copy paste? is the flavour appealing and authentic? how do i position the brand or variant? need to deconstruct and reconstruct a product
  • India has two major brands in the category – lays which is global and kurkure
  • pepsi wanted a flavour map of indea, map the flavours and create flavour groups that work across india as well as strong regional flavours
  • identify the semiotics, embedded and emergent codes of the flavours in the context of snacking
  • wanted a shortlist to test out
  • india has 32 regions, 125 dishes, 75 snacks – how do we decontruct this qualitatively
  • every dish has a role – staples, accompaniement
  • started by mapping flavours
  • started with recipes and ingredients, created and mapped clusters – cook books and online receipts, chefs, home cooks, looked for ‘lost in time’ recipes, used snowballing to find grandmothers known in their areas as great cooks and created recipes from their cooking
  • got a list of ingredients and links of strength among every ingredient, created clusters of flavours
  • client didn’t know what to do with the results [seriously? you need someone to tell you? sigh]
  • clusters allowed them to figure out what went with wheat or lentil or potato or rice
  • they could choose a base and then the flavour cluster that worked with it and then experiment by adding something fom a different cluster
  • created three test products
  • look at visual , olfactory, mouth feel, throat feel, overall impression
  • gave consumers metaphors to choose from because they don’t have the words needed to describe their feelings
  • first prorotype – flavor and emotion, tactile and emotion, colour and emotion
  • is it a type of food that it playful, sensual, rebellious, celebratry, subtle, comfort
  • the study was viewed as a map for the next five years
  • [very interesting talk, i’d recommend finding the paper]

Irish cities uncovered by Guy Perrem and Sheila Cunningham

  • huge battle for market share in the been category [really? i’ve not seen a single root beer since i got here!]
  • ireland is 4.5 million, dublin is 1.2 million, is it really four main cities or just one city
  • city dwellers have more income
  • city is freedom and opportunity, each city has its own nuance
  • tested several different heineken brands – Tiger, Sol, Desperados, heineken
  • Cork, dublin, galways, belfast were tested
  • had to avoid the stereotype, had to ask about culture without talking about culture, had to let personal experiences emerge naturally, had to have practical use when the research was done
  • mediography – inventory of social engagement, bricks and mortor, entertainment
  • talked to trend creators – influences, experts, food, fashion, music, art, opportunities for thir party involvement
  • cultural brailing – essays on throughs and feeling on culture ingredients, required to take a broad perspective not just going to get a beer
  • digital ethnography – looked at people in action, in interactions, in real time through out the city
  • creative consumer workshops – went through all the content they collected, and asked people create ideas for brands and events, marketing could watch this happen
  • Dublin – cosmopolitcal, diversity, opportunity
  • Galway – laid back, wildness, embracing
  • belfast – freedom, optimism, fragility
  • cork – pride, traditional, banter
  • Truth 1 – dublin is humble about its place in the world, loves to see itself as connected and a contemporty of other cities of interest. led to a music plaform – brought the cities of the world to dublin. “heineken sound atlas” Brooklyn an dtokyo have been featured
  • Truth 2- belfast is a freedom and where some places were once closed off, jailhouse and courthouse underground connection was of huge interest but unavailable. They created an event in this area. Drove word of mouth.
  • Truth 3 – want to be familiar in dublin but also show off new discoveries. “Open your dublin” which meant to go discover your city. Dine in the dark was dinner in a crypt of a cathedral they thought they already knew.
  • Truth 4 – feel dublin is creative but it needs support to really see that. you can sponsor an event as long as you respect the location. Sponsored the Tiger Fringe Festival with daring creatives.
  • brands grew by 50% or more
  • moved from mass marketing to localized decision making

Research effectiveness award finalists #ESOMAR #MRX 

Live blogged at Esomar in Dublin. Any errors or bad jokes are my own.

Driving success through big data segmentation

  • Australia affected by the global financial crisis, growth rate almost stopped, increase in unemployment, reduced household wealth
  • GE consumers were trying to pay off their debt balances, also high losses
  • needed to identify the new norm, how did consumers feel after this crisis, can we build a segmentation
  • success factors were driving cultural transformation, fine tune value proposition
  • needed to engage senior stake holders, involve agency partners at every step
  • did an audit of GE’s customer data
  • two samples, 3000 people around australia, 5000 people from GE database, link the two together
  • what is the new norm?
  • australians felt destabalized, the signs weren’t good, felt vulnerable, pessimistic, uncertain about the future
  • they wanted control over whatever they could, they could control their spending, new norm was to live within your means
  • needed a unique GE segmentation that lived on the GE database
  • don’t sit back once the research is underway
  • used videos, handbooks, training packs, reference desk stands
  • everyone knows the target segments and understands them
  • they saw actual change as a result – different people could talk to each other and understand each other
  • net promoter score went up 5 points [cue all the NPS isn’t enough arguments]
  • saw improved sales measures, increases in sales, this led to them training the entire company on segmentation
  • essential to have senior management endorsement
  • essential to have committment to change, high quality research agencies, education, communication, make outcomes tangible by putting numbers on the outcomes

Reinventing convenience store food

  • [huge fan of the 7/11 slurpee! woot!]
  • 620 stores in australia, all franchised, 1.5 billion annually, 6 customers per second
  • how to become a destination for food on the go
  • it wasn’t in decline, but they did make it grow
  • did a knowledge audit with many stakeholders
  • did a qual phase with real people, took them on a bus to various stores
  • also did a quant phase with 1000 people
  • 3 key things: shoppers trust quality and freshness, customers prefer no service, customers see it as fast food
  • hot food still rated high on trust but not as high as chips and candy
  • but people didn’t think the store was fun or attractive, looked bland, no sense of discovery
  • nailed efficiency but not the experience [yup, if I wanted to talk to restaurant staff, I’d go to hungry jack]
  • people want to be left alone in the store – anonymity, no judgement, freedom, naughty fun, gives them control and flexibility with flavours and additives
  • on a survey, they ranked with burger king, subway, kfc, hungry jack as a fast food store – they both offer real meals – i.e., a meal is a chocolate bar, chips and a pop [LOL yeah, i get it :) ]
  • each meal has different marketing needs, needed to build craving for lesser known products
  • growing in appeal and affinity in this category finally
  • [This is my choice as the winner, hope you win!]

Using survey data to target customers and increase ROI through digital media

  • conversion model to identify consumers willing to spend more on your brand
  • survey of 10 000 travelers of 7 brands of holiday inn brands, about 2200 open to staying at holiday inn in the future
  • [quite the sales pitch here. you can ALWAYS discuss a product without making it a sales pitch :( ]
  • scaled 2200 travels into 15 million travels with a look alike model of internet behaviour
  • four outside companies played a role in creating ads, tagging and measuring the campaign, purchasing the audience
  • 500% increase in bookings
  • [didn’t get to see a model :( ]

Young researcher of the year finalists #ESOMAR #MRX 

Live blogged from Esomar in Dublin. Any errors or bad jokes are my own.

The new rules of attraction by Samantha Bond

  • millenials see themselves as working independantly in the future
  • disparity of what traditional employers are offering and what millenials want
  • is this a threat to traditional organizations
  • 2.5 hour discussions with millenials around the world, it cost 60 pounds
  • participated in startup events in the UK and netherlands, immersed in the culture to understand the best way to engage the target group
  • recruited people at events and by social media, built personalization and rapport
  • her passion was motivation for people to participate
  • participants determined day, time, location, length, it could even be 7am or 11pm
  • used skype or talked in cafes, informal conversations
  • didn’t position herself as an outsider, used cultural immersion [in otherwords, participant observation methods, a lovely old technique that isn’t used enough anymore]
  • people take personal fulfillment into their own hands
  • money is not the driving factor, societal change matters, work is a way of life, startup are seen to offer a better way of life, more work-life integration, offer fluid cross functional roles, means faster learning and more diverse experiences
  • employees are trust to work on their own time, results matter not hours
  • companies cannot just be driving by making money, you need a social and inspiring company mission, emboded by inspiring leaders who engage at all levels, you need to create a community, look for cultural fit, reward actions not age, create an environment of trust and empowerment
  • don’t be bound by tradition, revise the rulebook, forget blanket incentives, make participating in research more nature more human, 
  • [great speaking job Sam, you have a bright future!]

The evolution express by Arandim Mohanty

  • qualitative observations of generationalchange
  • in india, family is important from grandparents to kids and cousins, more socialistic
  • three or four generations in a family and each grew up in a very different environment
  •  1.2 billion peple, 2000+ languages, all major religions, all in one space
  • all of india lives on the railways, 15 million people per day, many journeys take an entire day or 3 days
  • railways have inspired storytellers for generations
  • there is not privacy or boundaries on these trains, you are in everyone’s face all the time, it is a collective environment, share lives and stories
  • you’re not knowing on doors here, it’s immersant observation
  • he lived for 4 days on the train with anonymity 
  • a decade ago, you would never see a man helping to care for children but this happened on the train, before the gender roles were very specific
  • every ten years the changes in life roles is massively different
  • children are now scolding their parents where before it was obedience and respect at all times
  • tradition meant that kids always cared for their parents but now kids move away from home
  • sex and fidelity are taboo topics but on this train a complete stranger can talk about these things

You call it a snack by Brett Ao

  • how do you  capture a huge and different country like China with many cultures?
  • is a snack fruit or dairy or chips or traditional healing foods or chicken feet?
  • what is an authentic snack in china?
  • focus group in this case would give too much variety and diversity, you can’t take the hypothesis into all cultures, and can people tell you why chicken feet are a snack?, people maybe can’t articular the full context, but it would give a holistic perspective
  • linguistic analysis – snack means scattered pieces food eating. Second defintion means scattered pieces mouth lip tonge and teeth.
  • Authenticity – many brands are the first in their category, or have a timeless honor. unlike western countries, snack is spontaneous, open, scattered, you define your own snack and it is regionally exclusive
  • Realness – worries about food safety, famous brands highlight real ingredients and safety of production, mention fruit pulp in juice to show it is real
  • Create a brand story from this – if you have 35 criteria for choosing a potato you need to say so – skin or no skin, sea salt or not
  • when approaching a diverse market, do the culture research first, perhaps semiotic research
  • before the category, there was a culture
  • there is room to create rules in an emerging category, boss around the rules
  • don’t fight unbreakable rules

Media and the power of content #ESOMAR #MRX 

Live blogged in Dublin at Esomar. Any errors or bad jokes are my own.

Reel Happiness by Graeme Lawrence and Sylvia van der Waal

  • we know cinema advertising works, but why does it work?
  • FAME survey, cinema industry survey
  • most media don’t make people feel “happy”, but media does so far more than others
  • on the day people are going to the cinema, cinema goers are up to  50% happier all day long
  • people in a positive mood are more receptive, more open to advertising, have better recall
  • five factors – parma, focus, success, relationships, world
  • asked for responses on an app as people walked in and walked out of the cinema – who they were with, photos of their snacks, describe their experience
  • also spoke to them a week later including lots of other moments, what memories did they retain, how were they feeling, did they remember the advertising
  • in the cinema, there are no distractions, they had focus and relationships, two of the drivers of happiness
  • 92% go with other people, where people are important for socializing [watching a movie where you can’t talk is socializing?], it’s a place to slow down and be in the here and now, block out the world, people crave time when the phone isn’t on [you can turn that stupid thing off ALL THE TIME, why do you need a movie for this?]
  • it’s an emotional investment with strong social content
  • people want to get to their seat before the advertising starts, people value te advertising and no other media can say that
  • cinema numbers are up because of great content and these trends, need for slow quality time-out

Best practices with content marketing by Christian Kugel

  • native advertsing, branded entertainment, newsroom included
  • do the programs work to drive brand metrics? yes
  • beats control by 5 to 8 percentage points [but where control is 50%, it’s not that impressive]
  • useful/practical content worls very well
  • deeper brand integration works well – 5 to 15 point bump over control
  • would you watch a 60 second preroll for a 60 second video? you can measure price elasticity
  • after 30 seconds of preroll people are not happy about it, 0 or 15 or 30 seconds are seen all the same
  • double the ads, better the results!
  • even with preroll and postroll, people were very happy with it, they didn’t think it was too much

You do research where? [fabulous session, we forget that many people risk their lives to do research. i sit at a desk in one of the safest countries in the world]

  • Dangerzone by Natalie Forcier: Research in South Sudan a war zone, did a NatRep survey using only mobile devices,  did CATI research as well, also Somalia and DRC, have more than 150 people doing this research there, had to interview nomadic populations to see when they listen to the radio, they went to watering points where women spend entire days to travel to, would wait for days for a woman to arrive and then ask those nomads about their activities. Flew in a tiny plane to nowhere to research areas of poor nutrition, but there was no airstrip there. Researchers are changing the world and destroying poverty.
  • Gang life by Alexander Shashkin: Interviewed people on the streets and in prison. 14 year old gang member was saying he wanted to lead a better life and get a job but when all the guards were asked to leave the room, he eventually told the truth. Kid was happy stealing cars and he hadn’t been happy before. Kid knew his mistake was being caught by the police. He wanted to go back and steal cars.
  • Iran opening its doors to global market research by Ebrahim Mohseni: Second speaker was not allowed to come even though esomar emailed iran 20 times to get him permission. First report gave a completion rate of 85% which was 75 points better than the USA so he didn’t believe it. He called a second survey company and they said their completion rates were 80%, apologetically. When he visited Iran he figured out why.  US challenge is to gain cooperation, challenge in Iran is disciplining respondents and training interviewers to remain focused. Interviewers start a conversation, discuss the merits of the question, discussion the merits of the response options, then discuss why it’s the best option, then get the opinion of the interviewer. Iran is a communal society.  Iranians deliberate everything everytime. Data was extremely rich. Socializing is bigger than TV and movies.
  • Dawn of research in a new country by Maria Schimpl: Myanmar story. First visited as a tourist. Paper and pencil, and now CAPI. They are hoping to use mobile very soon. There was no marketing education there. All the companies entered in 2012. No infrastructure. Esomar foundation has helped with training sessions to build up the industry. 75% smartphone now, up from barely 10% a short time ago.  There were no focus group facilities so they sat on the floor, maybe in a monstary or a school. Home visits also on the floor in a wooden house with no furniture, often watched as entertainment by all the neighbours. Can’t ask about sensitive topics like contraceptives. People cook on a fireplace outside. Not many brands were actually available so people didn’t have a concept of a brand. Sixty percent of population is aged under 34.
  • Interviewing women in the middle east by Fatima El-Khatib:  dubai is a hub of research for the area. Field rarely takes place in dubai. Main country of gulf region is saudi. How do you know the demographics of a group of women when they are covered except their eyes. She couldn’t tell if tehy were all women. Had to add gender to the quality checklist. How do you know its not the same women day after day.  And all their names are the same because there are three very common names. Used the Whatsapp app and they shared pictures of their cupboards. They really wanted the interviewer to visit their homes and see their kids and families. 
  • Audience member from India – Rural india for a unilever product. Researching laundry soap, its dark in colour. Cost almost nothing. Who buys something this cheap? Everyone in the village really wanted to participate. Found an abandoned school room. No one would go in the school room because they saw a cobra in there last week. Women were borrowing saris to come. Most women only had their wedding sari to wear, they never went outside. 

Media and the role of screens #ESOMAR #MRX 

Live blogged from Esomar in Dublin. Any errors or bad jokes are my own.

Watching the devices by Rob Ellis and Lucy Antoniou

  • half of adults own a tablet, two thirds own a smartphone, people can watching anything they want anywhere they want
  • how do people watch video on demand?
  • Combining SCR and eye tracking, n=36 
  • advertising on video on demand broadcast gets 3.5 times more attention that advertising on youtube
  • [interesting how we’re surprised by what we see from eye tracking results. we really are NOT capable of introspection]
  • small screens may allow even more content as people are paying very much attention to the screen
  • brain processing differs by platform, brain works harder for youtube content, more engaged – but this isn’t good. you need a relaxed fluid state to absorb the information.
  • viewers feel differently about ads on VoD, more accepting of them as part of experience
  • not all VoD is the same, you want to be on broadcaster VoD
  • In VoD we trust :)

TV Redefined by Ian Wright and Christian Kurz

  • works for viacom, eg spongebob, south park
  • most important innovation is content itself, what used to be for cinema only is now on TV
  • how do viewers discover new shows? how are they watching tv? how do their tv habits evolve?
  • viewers have redeinfed what tv means to them
  • Television has never been this good
  • TV has overtaken other media, it is the conversation topic
  • stop having a different word for every type of television, viewers just see it as telelvion so just callit that
  • 6 devices on average to watch tv, 5 sources to access tv
  • linear tv still doinates – it satisfies need for passive viewing, and an in the moment live viewing for music and sports events and the new awesome tv show
  • linear tv doesn’t do everything – DVR is for catching up, marathoning is subscription TV,  worth a look is a free video site where i find out if i like soemthing, accasional treat is direct to own in case you decide you might want something, last resort viewing is torrent or illegal activity [please respect the hard work of other professionals, don’t steal music, movies, or research]
  • tv used to be one device, one source
  • there is so much tv it’s difficult to keep up with it all [no it’s not. turn it off. there is an amazing world out there]
  • tablets are good for kids – you can control what your kids can watch and when
  • when is most important by far

Coming of age on screens by Andrew Crysell and Jo Tenzer

  • 70% can’t leave home without their phone, 80% mostly use a mobile device while watching tv, 60% feel closer to the people they know because of social media
  • there are three stages of growing up – optimists 13-15, explorers 16-19, realists 20-24, many ways to slice it up, they chose this way
  • there is a fear of being offine
  • visual vocabulary
  • optimists say life revolves around friends and family, most obsessed with technology, cna’t afford all the tech and they want the newest stuff, they’ve never known a world without technology
  • explorers want to work hard to achieve their goals, think more outwardly, worried about economy, more passionate about education
  • realists – only half say they are optimistic, real world really hits you
  • absolutely reliance on mobile, grew up with it, less worry not to be on time or change your mind because you can cancel anything anytime
  • they don’t talk much on the fun, they connect and share and text, no phone means a lot of anxiety
  • FOBO is the new FOMO (fear of being offline)
  • visual vocab – Fear of Voice – digital allows a visual image for those with a fear of being in front of people, emojis and icons
  • visual content translates across langauges and countries, pictures paints a thousand words
  • 70% expect brands to create entertaining content, one size doesn’t fit all for these age ranges
  • far greater recall if brands can conntect like this 
  • people don’t even knock on the door anymore, a text does th trick

One size no longer fits all – beyond traditional surveys #ESOMAR #MRX 

Live blogged at Esomar in Dublin. Any errors or bad jokes are my own.

Modular surveys for agile research by Grant Miller and John Crockett

  • Survey with 150 questions and has been done for 30+ years – social values survey
  • Can we modularize this survey? How will that impact the results?
  • Used RIWI as the data provider, a mostly random URL bar sampler
  • Used chunking, broke survey into multiple sections – reshaped the survey based on sensical modules – 35 modules
  • fielded invidual modules, sometimes 1 or 2 or 3 or 4 randomly selected modules, let people answer as many as they wanted
  • problems with chunking – missing data in different areas, data from ten people might work out to five completes
  • people answered far more modules than expected, but a lot of data was coming from few respondents – 70% of data came from 30% of responders, didn’t see major demographic differences
  • opportunity to ask more questions because it didn’t seem to create bias demgraphically
  • There were differences versus panel data, skewed to younger population
  • [brand name drop :/]
  • RDIT has a positivity bias, more so than online panelists, this source uses scales differently, they were less likely to use the most negative response
  • we have to stop being uncomfortable working with partial data [in other words, stop forcing a response to every survey question!]
  • be open to blended data, partial data, be open to think differently
  • lesson learned – even though people like really short and researchers like really long, you can be inbetween 

When should we ask, we when should we measure by Melanie Revilla and German Loewe

  • How many times did you connect to your email last week?  Do you have access to this information? Can surveys collect this data?
  • Surveys have been used for subjective and objective data over the years, will we do this in the future?
  • What is the determinant of quality in survey data? memory affects it, but our memory is completely overwhelmed
  • we have so many distractions now, events are much quicker, so many products to think about, and why do we bother even trying to remember anything anymore since our phone remembers for us
  • used metering devices associated with a panel, compared stated versus actual passive device usage, is one more accurate and when?
  • asked people about the last five websites they visited, what was the match rate – 1% recalled 5 out of 5,  6% remembered 4, 9% remembered 3, 29% remembered none
  • ask people about ‘most often’ websites, spontaneous recall, 7 days or 2 months, people were far better with 2 months recall
  • with prompted recall,  trend wasn’t as expected but they don’t know why yet
  • there is always more over-reporting than under-reporting, acquiesence bias
  • people don’t remember their online activities
  • recall is even worse on a smartphone, so much marketing taking place [hello competely distracted! phone games, text messages, video watching, snapchatting]
  • think about when six blind men touch a different part of an elephant and they describe it differently, but together, they describe an elephant

Insights20/20 Driving customer centric growth by Christina Jenkins and Frank van den Driest #ESOMAR #MRX 

Live blogged from Esomar in Dublin. Any errors or bad jokes are my own.

  •  we’ve been talking about this for a long time, does it drive business growth [obviously, but implementing it in a way that works for everyone – impossible]
  • image of ten thought leaders on the team – two ladies [um, problem here, fyi speakers at this conference are more likely to be male, something like 62% male]
  • customer centricity means needs, purpose, and commercial
  • biggest opportunities – insights across whole customer journey, behavioural data, presonalization, brand purpose [fyi, personalize does NOT mean putting my name on your email spam]
  • problems of silos and bureaocracy, legacy systems, making sense, recruiting whole brain people; these are problems for underperformers and overperformers
  • Dimensions of growth – external total experience, internal true obsession with customers and needs, strategic lever that insights can be
  • Driver 1 – purpose led. Whiskas cat food did this.
  • Driver 2 – data driven customization – one size fits all to segmentation to micro-targeting to full 1-to-1. Insurance company does this.
  • Driver 3 – touchpoint consistency – Burberry did this.
  • Driver 4 – embraced by all – Most important driver. Marriott is an example. 
  • Driver 5 – leadership priority. Must be top for leaders. Credit Karma is here.
  • Driver 6 – collaboration – work closely with customers, GoPro is here. Sharing photographs and exerperiences.
  • Driver 7 – experimentation. overperformers are likely to be here. From risk management mindset to full empowerment. Must do this to grow quickly.
  • [nice lists of lowest to highest level of each driver in the presenation]
  • Driver 8 – leading role of insights and analytics I&A. support or insprire or challenge or lead – where are you on this road
  • Driver 9 – unlock the power of data, linking different sources, know what data you have, link, integrate, predict [BINGO word ‘unlock the power’]
  • Driver 10 – Critical capabilities. Mondelez example
  • forty large companies participated to benchmark themselves. largest gap in leading role of insights and analytics, next gaps are experimentation, collaboration
  • NOW we need to focus on detail of the data – No. NOW we need to focus on actionability of data – YES! [But boy we’re good at making charts and tables full of details!]
  • Engage with customers, talk with them, eat with them, connect with them [i.e., remember they are people who eat and drink and play. not just bots that click in survey answers]

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