Over the last year, every research conference I’ve attended has asked the same question: Where are the millennials?
The speaker stands proudly on stage, waves their arms across the audience and asks millenials to stand up or raise their hands or somehow make themselves known. In most cases, three or four people are recognized and we ooooh and aaaah over this stunning bit of revelation. There are no millennials in our industry! How depressing!
Where are the millennials? Why aren’t we attracting them into our wonderful industry? Is our industry so dull and out of touch that we’re dying of old age? Have we doomed our industry to failure?
Well, I’ll tell you where the millennials are. They’re back at the office. They’re managing projects, pulling sample, testing questionnaire links, answering respondent complaints, fulfilling incentives, and doing all sorts of necessary day to day tasks. My office is full of millennials.
Where are the millenials? Not at conferences. Not learning about all the new techniques being worked on. Not bing impressed with all the great things we have to offer.
Perhaps it’s time we teach and train and inspire the millennials in our many offices by sending them to a conference once a year. Then I wouldn’t have to hear that question yet again.
The time is now by Merril Dubrow
- is this the time to be proud of the MR industry?
- we need positive press, we need to highlight the success of our industry in print, video and more
- why aren’t we attracting younger people to our industry, give them conference discounts, give them unique conference tracks, give them association board positions, have young professional tracks in conferences
- suppliers are too slow to adopt technology, too much to keep up with
- we need to stop chasing the current meme, you need to be a generalist or a specialist, grab the thing and stick with it
- The Lily camera would be great for research. Wearable would be great for research.
- These shiny toys are distractions. Go after the right technology for the right clients for the right reason.
Creating the future of brand and ad tracking by Jeff Reynolds
- brand tracking is broken, it is our fault, we did it to ourselves
- we fuss more over adding features to surveys instead of making them better, cheaper, faster
- we don’t change because it costs money, it costs money to manage data and even more when you change what that data is
- there is a web of stakeholders – if one person changes the dance it affects everyone else
- what would UBER brand tracking look like – high end software for real time system, integrate NLP and digital, online dialogue, automated, shift labor from report production to value add consulting
- do we really need the data any faster?
- think about data systems no research studies – less flexible in short run but more powerful in the long run, allow a global scalable system, more expensive in year one for significantly better in year 2+
Research takes you there by Meghan Rogers
- research on consumer experience of ecommerce among most loyal customers, created the SkyPanel
- crowdweaving – creation/ideation, collaborate, evaluate, members rate all the ideas to see which did and did not resonate, identify needs and drivers that don’t articulate well in standard research
- members actually printed, cut, and paste how they’d like the screen to actually look; other people created tables in word to describe what they wanted the webpage to look like [how’s that for listening to people who aren’t really computer savvy]
- clients had logins to the portal and could watch live, but they could also see summaries of which themes were resonating
Why aren’t we there yet: The insight innovation we’re missing by Kris Jull
- Often over-engineer so things look amazing, or under-engineer for cost savings
- if you can’t trust each other, you won’t innovate together, need more transparency of communication in terms business backgrounds
- you can’t innovate in a vacuum, words like vendor and supplier don’t lend to innovation
- need more face to face conversations so that tone and non-verbals don’t get lost, email isn’t good for innovation
- common approach to setting budgets – start with last years plan, what was one of and what is needed ongoing, add in new learning needs, set a budget that is 70% of last years budget, this isn’t good
- better approach – start with business objectives, does it tell me something i don’t know, does it tell me something i can’t get anywhere else, does it drive a decision the business would not have taken otherwise, does it line up with the tempo of the business – this is the smart way to go
- Do you commission work with a boilerplate template? That’s not really aligned with innovation. Think of it like a creative brief. Innovation is creative solving problem and spend significant time writing it. Have conversations about your brief.
- invest in strong relationships, make innovation a priortity, think differently about how you commission work.
The coming rateocracy by Bob Moran
- Rateocracy – real time, numeric, transparent ratings for people, places, and things
- “heads up” display – displayed in your visual field [i like that term!]
- yelp and ebay are continuous open source rateocracy whereas consumer reports is periodic open source. CRM software is continuous proprietary. Consumer satisfaction research is proprietary and periodic.
- how do you create a universal rating app for everything – some have tried – Honestly.com. TalentBin.com. No real successes yet.
- if the hotel reception checked your klout score and gave you a better room because of it, this is kind of the scenario
- what happens when a client blasts your work on social media? “People hate us on Yelp” This also already happening. THe legal system is still trying to catch up to this.
- SciFi has been all over this for a long time.
- QSR, Hotels are great for instant ratings [A&W has it]
- your phone will someday allow you to scan an area and see ratings for everything in it
Innovating in the real world… or what now by Lisa Courtade
- we are high on innovation. but tomorrow is going to come.
- can you bring the #IIeX koolaid home?
- i’ll wait just a bit longer, when i have a bit more money, when i have a bit more support. how do we innovate with fewer people and less money and more pressure
- everyone of us has great ideas. people who can plan and persist will win.
- evaluation criteria – find a business need, you can’t force a new idea on something when it isn’t appropriatem manage legal and regulatory risk. Need a willing business partner.
- innovation isn’t just technology that needs a lot of money.
- can you do product launch copy testing differently? what about eye tracking, GSR, and EEG? They are now affordable and scaleable
- the ad was much liked but people were buying the competitive brand – biometrics results showed that no one actually saw the brand name, it wasn’t in the eye path, people were disconnected at parts
- put the ad back on in a week, re-cut, and ROI jumped 100%
- how do you measure innovation of weird new innovation? ROI
- reduced research costs even with inclusion of biometrics, also saved 4 weeks of research time
- now “biometrics is just what we do” [can you say that or are you still stuck on the method you’ve always been comfortable with?]
- innovation is a muscle – you really ahve to work at it and do it over and over again – choose the method based on the goal, manage legal, share costs, run parallel studies, establish metrics, measure and report, evangelize
- how do you innovate? JUST START NOW
Innovating from the inside out by Tanya Franklin
- Talent pool will lead you down path of innovation – behavioural, need curious mind set. do you just look at degrees and skill on resume? why not look for people who will take a risk
- mental agility – scan, absorb a lot of touchpoints and digest what it all means, comfort with ambiguity – we’ve always done it this way isn’t going to work
- results agility – driven and confident
- people agility – open minded, self questionning, self aware
- Wonder about the yellow line on the football field when you’re watching TV? that’s it
- alterometers and gyroscopes in devices are important [spelling?]
- the device makes it look like a zombie jumps out of a poster and stands besides you for a picture [wow, looks real!]
- we can use computer vision to recognize packaging, uses these images to add them to a shopping list, when the shopping list is done you can ‘reward’ them with a littl virtual reality video like the zombie
- using the camera, you can point your phone at a blank wall and “add” a fridge, add drinks to the fridge, change the branding on the bridge, and it looks real on your phone
- other people can see what’s on the phone and change it based on your reactions
- people have trouble jumping from printed instructions to the actual product [oh goodness, i had a HORRID time with the IIEX map especially since the doors were not indicated]
- dynamic tags can show up on your phone as you point it at the thing you’re trying to understand
- call center can then circle on your device where the problem is if you’re really can’t follow
- http://www.cn2tech.com, http://cn2.merlinmobility.com/
- [ok now THIS is what i wanted to hear about! finally a truly innovative presentation. very very cool. je suis excited!]
Where VR meets marketing research by Steve Needel
- innovation does not equal extravgent or expensive
- it is important when you need a better tool for the job, but do you really need a better tool
- what is on the shelf – pricing, shelf assortmet, shelf layout, packaging, promotions, new product introductions, substitution behavior
- people think they are testing a new way of shopping at home, asked to shop as they normally shop, they take them to each section they want them to shop at, usually test 3 sections
- often screen for pasta sauce as most people buy this [love it, great data quality measure]
- they can pick up products and see a video about the product
- japan has 28 feet of toothpaste space whereas we normally have 9 feet of space [love these cultural differences :) ]
- program measures how long they spend time shopping, no questions at all, look at what people pick up, how long they look, which products they buy, the order of buying
- can ask any questions after the shopping
- virtual reality – shelf looks same every time, task is easy and interesting, control environment, confidential for client and for shopper, very important for contraception research
- used to set up a mock store at a shopping mall, but the shelves are often a mess and people are often embarrassed to let people see them shop for things
- but remember, it’s only a simulation. but the results mirror reality very well
- do you need a whole store? of course not. use the right tool for the job. show the category, the aisle, or the store as necessary
- [Number 2 interesting session :) ]
Pointivo – Recreating your world in 3D by Dan Ciprari
- use a phone to automatically determine the size and shape of anything, like windows on a house, or flooring in your home, imagine ordering new windows and carpets this way!
- can use a drone to take pictures in awkward places
- can get to pixel level accuracy, only depends on quality of the camera
- drone photo of a roof, for instance a large and unusual shaped church
- walk around your house with an iphone and take a video. then it changes into a perfect 3d image of your house
- good for choosing household components in real time in their own home
- much richer experience if the animated video is based off reality
- concept of extracting infromation from text dates back 60 years, it’s not new
- bulk of information value is perceived as coming from data in relational tables as the data is structured and easy to mine and analyze
- those embracing text analytics report having an epiphany moment
- the insights are different from survey insights and they are very much valid
- pay attention to emojis – the way people communicate changes
- omni channel suggests all channels are similarly important so multichannel is probably a better term
- for insights, technology drives methods, data science, data monetization, algorithms both cognitive and affective, API cloud services – volume, velocity, variety, language engineering, deep learning
- do you currently need or expect to need to extract or analyze things – 85% want topics and themes, 80% want sentiment opinions attributes emotions intent, 80% want relationships
- Word2Vec – word representation in vector space
- Emoji – grammar with semantics that is visual
- Facebook topic data – look for new methods to ensure vendors are staying up with the emerging capabilities
Uncovering emotional behavior drivers in text by David Johnson
- organizations are still structured like the 1940s
- people are data do not live by our boundaries
- nearly all data seems to require enrichment and has an element of doubt
- is it a lack of confidence?
- have you ever taken a structured survey and felt that you communicated everything you wanted to in the way you wanted to? [why yes, all the time #sarcasm]
- how much better are imaginative questions? more emotions, more sentiment classifications, more cognitive states mentioned
- volume is not always important, the latent signal with emotions is far more important
I never planned to “create a personal brand.” It just sort of happened. But let me share what I learned along the way.
I started out tweeting and writing a blog because I had just left a major research company to work on my own and I wanted to make sure I maintained a personal connection in the industry. A blog was my way of having a public presence even though I wasn’t in the field, so to speak. The blog let me figure out my thoughts AND share my thoughts at the same time. If someone cared to read them, they were welcome to do so.
I didn’t have a blogging and tweeting plan. I loved research and as such posted a lot of things about research, all topics within research but obviously those that i had more experience with or love for. That meant that my content had a focus – survey design, data quality, and a bit of social media.
But I’m more than a researcher. I have a life with family and hobbies and interests outside of research. Those things aren’t separate from me. They ARE me. So as I blogged and tweeted, all of me came out. I love dessert so always write about dessert. (FYI, at IIeX alone, someone has brought me a dessert mousse – Thank you Susan, someone else brought me a cake pop – Thank you Kristin, and someone else brought me sweets from Japan – Thank you Dave.) If you read any of my content, you’ll also find out that I play the ukulele. I didn’t say I play well though!
Why do I talk about myself? Well first of all, I’m more than a researcher. I can’t turn my interests and thoughts on and off just because it’s “off brand.” My brand is “Annie” not “Sell research.” And to counter that, have you made friends with your butter? Why would you want to chat with a researcher who is always business all the time? How boring is that!
What are the benefits of finding out that you have a fairly well-known personal brand? Here goes:
- You will make friends with people you would NEVER otherwise meet from all around the world. I have friends in Australia, Japan, South America, Africa, Europe. I find this absolutely amazing!
- You may be invited to speak at conferences and thus not have to submit proposals. Hello conferences in Venzuela, Bulgaria, Colombia and more.
- You may get to to travel the world speaking at conferences
- When at conferences, introverts will appreciate the fact that people will seek YOU out. Forget mingling and searching for someone you recognize. Your friends will seek you out.
- You may be asked to write papers for many magazines. I like writing so this works for me!
- You may be asked to share your opinions on topical issues for magazines.
- It gives you some level of a career safety net. It won’t necessarily last forever though so don’t bet all your money here.
- Your friends will bring dessert to you when you miss it because you’re speaking :)
Here is my advice to you:
- You don’t need to make a formal decision on what your brand is. It doesn’t have to be “Mobile research” or “Survey design.” I’ve switched from surveys, to social media, and back over the years. What matters is that you are continually excited about the things you talk about and that you strive to do a great job.
- Find an outlet that works for you. I’m a quiet person (honestly) so social media is a haven for me. I work mostly with facebook and twitter, and dabble in linkedin. The purpose of my content determines where it goes. Formal business goes in linkedin, silly and funny goes to facebook, and snarky wit goes on twitter.
- ALWAYS mix business with pleasure. No one wants to listen to a 24 hour sales pitch. Be human and people will want to listen to you. Then, if you are cornered into a sales pitch, your listeners will listen.
- Don’t expect people to love you. Everyone likes different things and finds different things funny. Some people won’t like your style and that’s ok. Don’t change for them. Be you. Lots of people will like you for you.
I’m happy to answer any questions you might have. Good luck!
Live blogged from IIeX in Atlanta. Any errors or bad jokes are my own.
- innovation is normally thought of as new tech, new methods, new products. in reality, that’s only the final output of innovation. innovation is really a cumulative work of bringing something to bear.
- the key to understanding people is empathy [GENUINE empathy, not company mandated empathy]
- understanding is a stigmatized condition – consumers may feel ashamed or embarrassed or scared to buy a product
- 1 in 3 adult women experience incontinence and it increase to 1 in 2 for the older group
- digital qual allows you to get in the moment – when do you have women discuss things privately versus together in a group – both have important uses
- women experienced the five stages of grief as they expected their own incontinence, they wouldnt go out unless they knew where all the bathrooms were so they were always planning, couldn’t be spontaneous, worried other people would notice they were wearing something, some women kept two of each outfit so they could change and no one would notice, overplanning kills the magic
- is digital appropriate for the older community? absolutely. they use the technology to learn about this, they use mobile apps to find bathrooms, find the best bathrooms
- people didn’t feel like it was a survey, they felt like a community, somewhere they could talk to other people who knew what they were going through, it felt like therapy to some
- women want a functional design that allows them to reclaim femininity, it can’t feel like a diaper
- digital qual’s ultimate deliverable is empathy
- is voice of the consumer part of market research? [is that a rhetorical question?]
- consider quick wins vs sustainable growth, need to improve the organization at a higher level
- if you don’t act on the research, it’s a fail
- mobile has surpassed desktop in search
- how do consumers navigate apps and websites with their mobile devices
- taking a picture of someone using a phone isn’t helpful, image is too small, instead need to capture online activity in real time
- a usability platform can display the mobile device screen on your computer so you can watch
- Todays discussion is about ice cream [WHERE ARE THE SAMPLES!?]
- People do NOT need this product but it brings about happiness
- You could do a shop along or ethnography or eye tracking but what is the right approach for this study
- people are only a shopper for a very small portion of the day, the rest of the time they are human
- research is often a one way presentation, wanted to increase the shelf life of the results with audio visual
- invited Breyers loyals to blind research and revealed midway, 3 weeks long
- people become really involved with the online community and asked about each others kids
- responders were thankful to be a part of it, felt like their whole family participated in it too
- 20% less drop out, somewhat due to product category, 2800 pictures, 40 videos, hard to achieve in a focus group, $75 dollar incentive and they had to save their ice cream receipts
- rational benefit to ice cream is that it makes you feel good but you still don’t need it
- learned about the entire family not just the shopper
I’m behind on conference tallies this year but I think this is a better way to do it anyways. I’ll continue to add all conferences to this page as the year progresses.
These counts represent the number of speakers listed in the program not including any changes made after the fact. They are also based purely on my interpretation of people’s first names or their photo. If I didn’t know whether a name was likely male or female, I ignored it. Thus, counts will not accurately reflect reality,
AAPOR Hollywood (To come)
MRIA Toronto 33 male, 43 female, 43% male
Given that the entire history of MR has been ridiculously in the other direction, this is a welcome and delightful change. The normal curve dictates that sometimes there are more male speakers and sometimes more female speakers. I do believe this is the FIRST EVER conference on the female side of the normal curve.
IIeX Atlanta 126 male, 53 female, 70% male
Ok folks. What happened here? This is too far from 50% for me to be okay with it. All the round tables were led by men. All the DIVA award judges were men. Here are the options: Skilled women aren’t in digital, tech, and innovation areas of MR. Women are choosing not to speak at this conference. Women weren’t sought out to speak at this conference. Which problem area can YOU address at the next conference.
ESOMAR Dublin Fall
AMSRS Sydney Fall
Live blogged from IIeX in Atlanta. Any errors or bad jokes are my own.
Rookies and veterans: collaboration done right by Adhil Patel and Sami Kaipa
- mobile should focus on visual content, visuals are the new language of consumers
- MR industry doesn’t know what to do with all the pictures we have, we use them qualitatively at best
- clients don’t care if its called research or marketing but rather if it’s useful
- ads can make be emotive but they must also be relevant
- pictures reveal clues about what your brand is most related to – animals, season, scenery
- may not need to ask questions, hashtag searches can help
- Need to share results even when they aren’t ready
Behaviour change: five things that work by Tom Ewing
- how do you get people to do things differently
- Five stages – Strategy, research, design, implement, test
- It’s hard to get people to start a new behaviour as opposed to just doing more or less of a behaviour
- ask HOW questions, don’t ask why because people will just rationalize
- give people wearables to see what people actually do, look at the environment
- can you make people drink less? Offer free water at the bar, and in the UK every pub must do this. They put a poster up of someone drinking the free water – principle of mirroring – when you see someone doing something, you will do it too. The intervention was a success in that people drank more water. But they still drank as much alcohol.
- how do you increase hand washing at a hospital? put a disposable wipe on everyone’s lunch tray.
- designed a program to show people that they can have the same beer with less alcohol but that just increased use of the higher level alcohol. it may not have worked but you need to try and test.
Innovate or Die by Shane Skillen
- fear is the most powerful emotion, it’s self preservation
- digital could kill the insights business – so what are you going to do about it
- have you used UBER? it’s worth 50 billion dollars now and they don’t own a single car. do you want to become the taxi driver of market research? Do you want to be hotels dealing with airbnb? Do you want to be kodak?
- the future is digital that might know us better than we know ourselves
- digital is already affecting our businesses
- half of us will have a completely different marketing research job in the next five years
- algorithms mean we need to understand technology, programming – python and R
- Coursera offers online courses in artificial intelligence, highly recommend
- apple does everything with 4 emotions in mind: love, surprise, delight, connected
- “wouldn’t it be great if” aim to start every project like this
- Just Launch. get it out there and see if it works, fix it and launch it again. plan, do check, act
- we are married to current methodologies and we must change
Today, I visited a number of historical sites in Atlanta. The kind of sites that make you feel you are truly not worthy. I saw the gravesite of Margaret Mitchell, the author of Gone With the Wind. You may not know it but she worked on behalf of black people in her community and is highly respected for more than being an author. Nearby, I was honoured to see the childhood home and burial site of Martin Luther King. Few people have earned the amount of respect he has. Living and dying in the name of freedom and respect will do that. As I wandered the city from one amazing historical site to another, each one reminding me of how important it is to treat other people as worthy humans, I experienced something that I have never experienced to such a degree in my life before.
Catcalls. At least ten different men felt the need to harass me with taunts and disrespectful words as I walked by them but did not acknowledge them. Obviously, my attire was provoking that attention as I wore a knee length blue dress with socks, running shoes for maximum step counts with no blisters, and a huge sun hat because preventing skin cancer is more important than vanity.
I should note though that one single man said good afternoon to me. It’s sad that I did not reply to him. Unfortunately, I was busy worrying if he would return a polite reply with more harassment. You see, ten harassers in a row ruin it for the nice guy after them. So, to that nice man who didn’t yell at me when I didn’t return his greeting, I wish you a lovely evening.
The funny thing is, just a few days ago, I joined the #distractinglysexy movement showing off the screens of statistics I work with every day. One sexist Nobel laureate needed to be reminded that sexism is his disorder, not mine.
I’ve now learned that women can’t work without distracting men. They also can’t walk down the streets without distracting men. So what can we do?