Measuring the unconscious through implicit techniques is in-vogue right now, and I’ll admit that I’ve been a huge fan of them for a couple decades, ever since I got to use a tachistoscope in university. Implicit techniques are based on the premise that people’s feelings, opinions, and attitudes are often not accessible to basic awareness. You’re probably most familiar with this in terms of people not recognizing or admitting that they are sexist, racist, homophobic, or xenophobic. Or, at least, the extent to which they are —ist or —ic.
Implicit techniques often entail having people do word or image comparisons at super-high speeds. For instance, you might ask people to assign one set of 100 words (e.g., adventurous, bewildered, debonair, heroic, birthday balloons, seaside, pyramids) to a couple of brands in under a minute. A choice must be made for every single word. The reasoning behind this technique is that decisions are made too quickly for logical thought to occur. Rather, gut feelings, the unconscious mind, the reptilian brain, are the only processes being accessed.
But what about this scenario?
I KNOW I am sexist, racist, homophobic, and xenophobic. I was raised in that culture and it is embedded in me. Growing up, I saw sexism and racism all over the media and, today, I see homophobia and xenophobia all over media. At this point in my life, it would be massively hard to make that part of me disappear. Fortunately, what I can do, and what I have done, is to recognize that part of me so damn fast that it has miniscule effects on my actions. I know these biases exist in every socialized human being (ah, the innocence of babies who haven’t yet been taught to be biased!) and I actively tell myself that those feelings are wrong. I’ve actively moved the treatment of those thoughts and feelings from the unconscious to the conscious.
Which brings me to my main point. It doesn’t make sense to always and only measure the unconscious. Why? Because my actions will demonstrate a completely different story than my unconscious brain will reveal. Implicit testing may suggest that I wouldn’t be amenable to a person, brand, service, or company, but then, low and behold, there I am endorsing, using, and buying it. My biased brain is contradicting the scientifically developed prediction algorithm that says I will not open my wallet.
I hope you’ll take a couple of lessons from this.
- Never forgo implicit techniques for explicit techniques. Both are always mandatory or you will have gaps in your understandings and treatments. You need to know what biases and conscious decisions relate to your brand.
- Accept that human beings, including you, have negative biases. And that’s not a bad thing. The only bad thing is being unable to recognize and being unwilling to accept those biases.
I suspect this is the number one complaint people have about conference talks. Not the lack of vegetarian meals, not the early sessions, but rather sessions billed as educational that turn out to be sales pitches.
What happens when a talk is a sales pitch? People tune out of your talk and in to something else like complaining about you on Twitter, choosing the next talk to go to, finding out what’s for lunch, or checking the sports scores. In my case, I tweet about brownies.
The fortunate thing is that this problem is REALLY easy to avoid.
- Never say the name of your company or your brands. Audience members have the conference program in front of them. We can read about you and your company there. Besides, if you say things that are truly educational and intriguing, people will open that program to your page and circle your name a bunch of times. They’ll probably even wait to speak to you after you’re finished talking.
- Don’t provide an explanation of your company even for context. Company context is irrelevant in about 99.99999% of cases. Even if it’s a really cool video. I’ve yet to see one instance where a company video improved my understanding of the talk.
- Never say ‘we’ or ‘our.’ I KNOW who you are talking about. I KNOW the things you say represent you and your company. Instead of saying “We believe that mobile surveys are the most disruptive methodology you will see this year,” try saying “Mobile surveys are the most disruptive methodology you will see this year.” Besides, this phrasing offers a bigger and more memorable punch. And no, mobile surveys are not the next big thing.
- Don’t describe YOUR tools. We don’t care about YOUR tools. Your audience is there to learn about new theories and processes and tools beyond the bubble of your company. Teach them the generic ideas, which just so happen to be reflected in your tools and your business model. As you demonstrate your impressive knowledge about the broader industry, the audience will decide that you are worth talking to and they will whip open that agenda and circle your name to follow up with later.
- Don’t answer questions about your product or company. Listen to questions and focus them towards industry knowledge so that everyone in the room will learn something from your answer. For example, you can say, “I’d be happy to talk about our pricing or features during the break but I agree with you that privacy should be designed into every piece of software from the beginning, not as an after thought.”
- Put a compelling sales pitch in your bio. And by sales pitch, I mean offer an interesting and relevant bio that contains specific details about your offerings not dreams, buzzwords, and nondescript nonsense.
- Put your logo on every slide (if you’re allowed to). Put your contact information on the first and last slide so that strong silent types can reach out to you privately afterwards. Put your twitter name on every slide and encourage people to tweet. I shouldn’t have to say those things but I recently went to a conference where NUMEROUS speakers did not put their name on their presentation. I’m positive most of them lost out on potential follow-ups.
- Finish exactly on time. When you’re late, conference organizers get upset, audience members get ansty, the speakers after you get annoyed, and you create a lot of bad karma. Respectful speakers generate follow ups.
- Deliver fabulous content full of actionable recommendations that people can implement immediately. Fill your talk with to-do lists and checklists and reference materials. Offer additional white papers and case studies to those who want more information. The best sales pitch is awesome content. Hands down.
From the front row of a packed room, I listened to a presenter discuss sharing YouTube videos with their clients in order to help them better understand consumers. As a power user of social media, and having extensive experience with social media listening, I completely understand the reasoning behind this. Qualitative researchers too have long understood the importance of bringing individual consumers into the boardroom using video evidence. Of course, as a huge proponent of privacy and ethical standards, I had a question for the speaker, one that I have posed many times before including earlier in the day to another speaker at the same conference.
Did you get permission from each person before sharing their videos with your clients?
Sadly, I got the full set of responses I expected.
1) “We don’t ask for permission when we’re sharing videos in the office or pointing things out to one person”
This, I completely understand. It’s not too different from seeing a funny cat video and calling your friends over to watch it with you. Any brand manager can go online while at work or in their leisure time, search for videos and comments related to their brand, and watch them ad nauseam. Social media, like YouTube, is there for random people to find and appreciate random bits of content.
2) “We like to act first and get permission later”
This thoroughly disappointed me. Do I want my consumers to know that’s how I feel about them? That I don’t care about their right to privacy? That I don’t care if they might be embarrassed, ashamed, or humiliated to find out that a video they made for their friends was inserted into an official report, passed around the office to be dissected for hours, and then permanently saved on multiple cloud servers?
Given that I am also a human being trying to understand other human beings, it is essential to me that I reinterpret everything I hear from the point of view of a regular human being. With that in mind, ‘getting permission later’ feels creepy and invasive. It feels like a violation of my personal space. It feels disrespectful. It erodes my trust in the market research profession. It makes me want to stop participating in market research activities like questionnaires and focus groups. Return to the perspective of the researcher and see how these consumer perceptions lead to increased recruitment costs, increased incentive costs, and increased data collection costs. Getting permission from consumers later is an extremely unwise decision. It begs for negative and destructive press. Do you remember the Patients Like Me incident? It didn’t turn out well for them.
If the ethics of not obtaining prior permission don’t bother you, are you more easily convinced by a massive hit to your wallet?
3) “The market research industry doesn’t take enough risks”
This baffles me. You’re okay risking my privacy? You’re okay with the risk of humiliating me? You’re okay risking getting caught? Yes, it’s very easy to take a risk with someone else’s personal life.
If we think about taking risks from the innovation side of things, well, how does respecting and treating people ethically, and being concerned for their privacy and personal space conflict with innovation? How does waiting a day, or even seven days, to get permission to use a personal video stall innovation so much so that a business cannot be profitable? The market research industry does need to push innovation boundaries but it never needs to do so at the expense of the very human being we’re trying to understand.
Imagine you’re a giant, global brand. You’ve just spoken to 500 people at a conference. A journalist in the crowd takes down your words verbatim.
Would you be embarrassed, ashamed, or humiliated if a TV news anchor quoted your brand on live TV saying “Use their videos first and get permission later?”
P.S. yes, the Venn diagram is vastly out of proportion. Discuss.
So my week was eventful! Monday evening, during ukulele jam, I was asked to join a group of women to play a few songs for Kathleen Wynne at a brunch she was hosting for International Women’s Day on Saturday. The set list arrived on Wednesday, practice was 3.5 hours on Thursday, another 2 hours on Friday night, plus individual practice on Friday night and Saturday morning. Definitely not ideal, but it really shows what a group of women can do when time is short and a task must be completed!
This morning, we put the nerves aside and got on stage performing our rendition of Oh Canada, and Isn’t She Lovely by Stevie Wonder. We then listened to a history of International Women’s Day from an 11th grade student and an address from Kathleen Wynne about how far women have come, and how far we have to go. I loved her honesty as she desribed the plight of international women, aboriginal women, and set-backs that have happened in recent years in more advantaged countries. The morning ended with the third performance by the Ukuladies, this one of Imagine by John Lennon.
It was an inspiring and nerve-wracking morning, one that made me proud in numerous ways. To be among so many accomplished women and to feel like I belonged among them. What a great event.
Live note taking from #IIeX in amsterdam. Any errors or bad jokes are my own.
- The five stages of grief – you show us things we don’t we to hear, you make us question our sense of purpose, create a sense of loss for ourselves and our team, people go through denial as they read the results, it takes a while to accept the final results
- Mission statements are a call to action, be part of the change, have clear direction, creating a vision is less functional
- Define the problem you want to solve next year, create a team to act on a critical issue, don’t make people boil the ocean, get value this year so you can create a budget for next year
- Assess the ideal situation, work requires part of a person not a whole person and it’s expensive, find out where the data is, where the expertise is within your company
- Plan for a win, get results in 6 to 9 months minimum, don’t demonstrate technical competition yet, demonstrate value for the business within the budget timeframe
- Solve your mission problem with incremental wins
- Communicate, don’t communicate your wins or learning, also communicate what you can do better, help other people see other areas where they can contribute or add to your success
- Create the right environment, who is the lead – the CRO, CEO, or someone else, the spehere of influence is quite broad
- Its better to focus on learning how to improve things rather than asking questions that reflect your KPIs
- 46% of impressions are not viewable, this costs 1.6 billion pounds per year for UK companies
- What do people actually look at online, do they look at native as much as display advertising
- Infra-red eye tracking technology is available
- Eye tracking showed that people weren’t pay much attention to a text ad, indexed it to a penguin ad and you could see much more attention paid to the image ad versus the text ad, more people viewed, for longer time
- Only 35% of ads we purchase are viewed by people, only 9% of people look at them for more than one second
- This is low in comparison to traditional ads, press gets more views because there is no load time and it’s viewed longer, 40% look at the ads for more than one second, 2.2 seconds average for print
- But you cant just lift the print ad and use it is a a digital ad
- Ads aren’t always immediately viewable and sometimes they switch to a different ad immediately
- Viewable does not mean its being viewed
- Think like.a poster not like direct mail
- User cost per view, not cost per thousand
- Citigroup is over 200 years old
- Ingenuity has been art of their DNA
- Banking isnt just credit cards, it’s advising, investments, money transfers, bill payments
- The bank is the hub of people’s money but there our spokes coming out of it
- Half of millennials are already using financial tech solutions, 60% are happy with it, two thirds will use more going forward
- Only half of millennials would be happy if they only had financial tech, but the trend is similar for older people, B2B are the furthest behind but still want digital
- We can’t be all things to all people
- Six markers of progress makers – optimistic, driven, resilient, future focus, worldly outlook, generosity of spirit
- These come from motivations as people and how they view their lives, not just how they use banks
- They use communities, advisory boards, innovation labs around the world
Live notetaking at #IIeX in amsterdam. Any errors or bad jokes are my own.
- What do people think about research – political polls, representativeness, big data, how slow research is
- What is real time research – can be from NOW to one week to complete, real time is related to historical timelines
- We need to be where the respondent is, need to ask less, engage more, connect more – keep surveys under 16 minutes and avoid dropouts, remember than mobile surveys take 10 to 20% longer to complete
- Let clients access data in real-time but tell them its preliminary, train clients and consultants to use a dashboard, have dashboards that switch between weighted and unweighted data
- People want to share opinions even if you don’t want to hear it or don’t agree with it
- #MRX is struggling to adapt to millennial user behaviour – longer questions are good for researchers but not for respondents
- Money is not a sufficient incentive
- An app that allows people to interact with each other, compare opinions, create polls and gather opinions is very engaging
- Ensure questionnaires are mobile optimized
- Do purchasers have emotions about steel? Of course they do. Emotion is involved with everything. Emotion isn’t just anger or disgust.
- Germans like to be funny not just measure efficiency. Being funner is teh container, the vehicle.
- Evolution made humans emotional, we used to be emotional about safety and now we’re emotional about product packaging
- Our consciousness is there just to get orders from our subconscious
- You can apply KPIs to emotions
- Our brains is very activated when we see brand names we recognize versus made up brands
- Our heart beats at different rates for different emotions, fear, trust, anger, skepticism, stress, relelvant, attraction, closeness [ask to see the charts, quite cool]
- You can feel trust and skeptisism at the same time
- [never occured to me to treat emotions as KPIs]
- People who though a zoo is safe even though a gorilla was supposed to have escaped assumed zoo handled the situation properly, these people read a certain type of newspaper
- Priming means setting you up to feel something, lead to a preference, lead to a purchase
- We could connect a gorilla to chocolate in a commercials, people who like one will like the other
- You can’t simply look at one aspect of an ad, you need conscious and unconscious effects
- people will say something looks good but their unconscious might be noticing the pretty lady on the side, if there is too much attention in the wrong place, then you have an issue
- The four Ps: primal, priming, preference, purchase
- People don’t think how they feel, and they don’t say what they think and they don’t do what they way
- We can map disgust in the brain as well as other emotions
- Funny ads engage the heart and the min
- Annoying ads evoke negative emotions and high attention
- Positive and negative mentions can impact sales an this is measureable
- Were able to match the results of the ad concept with the finished ad
This year’s overused image was the iceberg, two of which appeared in this track. And the second iceberg speaker chuckled over it as his slide appeared. Sorry Homer’s brain, you’re last year. 🙂
Live note taking at #IIeX in Amsterdam. Any errors or bad jokes are my own.
The showcase is a collection of small companies used by Unilever.
- What is touchcasting
- [Speaker is now projecting himsel onto his slides using a green screen]
- Its the next best thing to being in a room with someone, use this to communicate with employees around the world
- [he’s choosing video from his screen and has removed himself from the big screen]
- Use for training, meetings, presentations
- Can use different backgrounds, put yourself in google maps, use a TelePrompTer on the screen, and this draws teh speakers eyes to the right place on the ipad
- Can use multiple camera angles by using an ipad and some iphones
- Can adjust the lighting yourself on the screen, can use filters like Instagram, can put titles on the screen
- Automatically creates multiple clips and then you can edit out your stumbles or miscues
- Unilever uses this because it lets you place content inside a presentation, video apps, documents, spreadsheets, polls, surveys, live social content, webpages, multiple videos can be shown at once
- Can be viewed on any device, tablet, phone, computer, you just need a modern browser
- It’s a container for long form content
- What do people say, see, and do when you aren’t there
- Do you go deep and small in scale and lack statistical accuracy? Many start small and qual and then go large and quant
- Don use surveys or panels, they use an app that anyone can download [isn’t that just a new kind of panel?]
- Request people to video a task the next time they do it – the laundry, the cooking
- You can google pictures on google but it wont be quite what you want, won’t be specific to your question
- They don’t put people in a room, a focus group, and interview. They have them engage during the usual task whether in a cafe or at home
- Ask people to log everything time they do something, a quick photo of the food or the situation, what emotion, what drivers, chat choices, snacks and meals are blurring
- Verify people with technology from native language speakers in the country, photos and videos are verified as real [by a researcher type of person not by traditional validation]
- Transcribe, translate, observations via machine learning
- You can recontact people based on their contributions
- They graduate people after two years and then people can’t provide consumer opinion anymore, they become retail experts [this is an excellent idea. Traditional panels should take note.]
- Majority of the planet is low income, they lack the basics in quality of water, food, housing, education, many deal with safety issues that researchers cannot overcome
- You can train young people within the communities to use handheld devices to do interviews, high quality data and they get information, products and services in return
- Unilever got huge surge in brand awareness, revamped their marketing messages, restructured distribution; communities increased their use in hand washing and increase in water treatment frequency
- In another project, they were able to correct the govts illness incidence rate which was four times higher than thought; realized they needed to use different words to describe the product because people didn’t understand the word
- This model creates work in unemployed areas, facilitates one on one conversation to create change
- Have done research in the USA as well, poor area where one third are obese, 14% have diabetes, and one third live under poverty line, highest morbidly rate in the area = we have emerging markets in our own backyard
- Could we increase their use of vegetables, where do they buy groceries
- Keeping research within the community increases response rates and engagement – locals talk to locals, builds trust and credibility, fosters opennes and deeper insights
- Creates a customer feedback loop, gives access to essential quality products and doorstep education [we need to build this into all the work we do, research for the greater good not just the greater buck]
- Find a partner and tell them something you are deeply passionate about [live demo after a brief sing. Now give that person a big hug.Yeah, don’t do this if you have a short shirt on. :)]
- “Who is Elvis” around here – who here is a brand, a maverick, breaks the rules [ha! Interesting concept!]
- We all have a bit of Elvis in us and business need this Elvis
- Help to drive a culture change, to deliver more ideas and partner better to make change happen
- You can’t think yourself to get ten out of ten, you need to take a creative leap
- You need to be more confident, bring passion, bring more of yourself
- Find the people who can impact colleagues on a day to day level
- People will always try to make you be more professional, be more of what other people want you to be, socialize to norms, emulate the leaders, lose touch with your unique and specialness
- Where do you have your best ideas [when i go for afternoon walks to take a break from work]
- Best ideas come when we realize or when we have fun
- People are good with the thinking part but less so the feeling part, people often do 80 percent thinking and twenty percent feeling for personal decisions but it’s more fifty fifty for business decisions
- Do you do the same thing every single day? That’s not insightful, need to adjust as appropriate
- [now instructed to make the best paper airplane you’ve ever made, people ripping out paper now}
- Would you change your design the next time? [everyone says yes] We just make it real and do it everyday and thenwe apply what we learned to the next time.
- We spend much of our lives on auto-pilot, same route to work every day, same dish at the restaurant every time, same side of the bed every time, we are creatures of habit and auto-pilot kicks in, not attuned to the uniqueness of the situation
- Need to learn how to wake up, need to have a clear intention for it
- Participation within TV shows is very different – family feud slogan is survey says and people try to predict answers of a random crowd, participates one way, it’s transactional, nothing matches among episodes, people give out nouns
- Whose line it is anyways – contestants interact with each other, create experience real time, topics may return in later parts of the show, its songs and action as and dance
- Hard to co-create with a mob, communities are good for a insights, but active creatives are even better
- Active creators are hard to identify
- Participation depends on the channel, the time, and need to be aware of this when you use it for predictive purposes
- Worlds first fully automated restaurant “Eatsa” everything is done by robots and self service, people took a survey and got a free lunch there, focus group of food and preferences, vegan or gluten intolerant, got invited back numerous times and were talking about dining expectations and technology not just type of food you like
- Needs are verbs
- Participation is a spectrum, mobs or community or active creations
- Co-creation looks tot he future – needs are verbs, projects needs through participation
- You’re already two thirds complete – existing community and research is foundation, engage creators next, fin a project, understand what works
Live note taking at #IIeX in amsterdam. Any errors or bad jokes are my own.
- Scent goes directly to the limbic system in the brain, the only sense to do that, hits the emotions directlyfr
- Fragrance is hard to shut down because you must breathe, it’s hard to not smell something but you can not see or not hear something
- Companies that have the sense of smell right make a difference [i do buy shampoo by smell, kids shampoos are the best!]
- M&Ms don’t smell so they need to use other emotions
- Consumers need scent but this changes over time, it’s not a change of needs but rather a stacking of needs, we don’t talk about the old needs, the table stakes, but they still need to be there
- Think about laundry detergent, conumsers touch the fragrance at multiple point from shopping to hanging up to sleeping on; this is all very different for hand soap; its not a strong clean now, its a care for hands
- Think about how the fragrance is released, eg the sun releaseing scent from drying laundry or fragrance released with high temperature of iron or only released during active body ovements [when you sweat?]
- Three parts – gather data, analyze data, impact with data
- Used to spend 95% of time gathering, 5% analyzing, 1% impact (the debrief)
- We need to change this balance to 40/30/30 – how do we do this build a new S curve
- Affinity for action, need to collaborate with consumers partners and internal team, need to to deep need discovery, need to story tell and visualize
- Need to use bold imagination, simple stories, and step outside of your world
- For 5000 years, we were horse riders, it made a lot of sense to work in the horse business, you know what happened after that
- Think of a world without electricity, we would be chopping wood within a week, you’d be walking everywhere (I’m good then!), but we don’t even think about it
- Why does shampoo smell like fear to me, shy do we use shampoo every day since it was only invited in the 50s, shampoo will collapse someday
- Science says its not great to wash your hair everyday, about half wash their hair every other day
- What is the outsider’s perspective, what if there iesn’t electricity or shampoo
- Let’s consider that the unthinkable is inevitable [i love this idea, how often do you do this?]
- We must pick up on the signals, if kids are wearing masks because of pollution what should the detergent companies do? Focus on freshness, teh grandparents know what nature smells like but the boy does not, he would change his clothes a lot because they smell, companies can share fragrances with him that he doesn’t know
- Be prepared and know where to look
- Technology lets us travel around the world physically and digitally, we have a fascinating future because of technology
- When products and services collide with human behaviour
- Micro emotions, emotional granularity, and emotions as the gateways to relevance
- Products evoke more emotions than we realize
- Top of mind products are the tip of the iceberg, unconsciously they influence our preferences
- A Fitbit make syou feel curious, then you learn all of the things it can do, then you wonder can it help your health, then you realize how bad your health is, so many emotions along the way, how many emotions do you have about one product
- Holistic experience scan, a panel of people who understand all the detailed emotions and know how to map them and score them
- Emotional life is diverse, worry, confusion, anger, contempt, guilt, disgust, hate, sadness, anxiety, reluctance, doubt, etc
- Researchers are often interested only in the positive emotions
- Created formulates to generate specific emotions for flight attendants about to go in the air, showtime curtain to create anticipation, nature section to encourage care
- Emotions reveal our deepest needs and values
- Can you ask and receive or should you instead focus on values and aspirations, learn about their deep needs
- Used the method with viewers and a news show, learned that the content of the news item need to guide the presentation of the format, let the newscaster be the guide not the teacher, other news shows are now following suit
- they have a list of 24 positive emotions
- Can you choose pretty visualization or functional visualizations, can you have both
- Is the purpose of the chart to look pretty or communicate the insights
- [oh, first use of Alexa] ALexa responded to the research question, we can interact with data via voice [oh, imagine giving your client an Alexa instead of a dataset!]
- [i look forward to the day when live demonstrations just work and you dont question it ever]
- Video will soon be the vast majority of internet content and in many ways its inaccessible
- How do we get from massive video content to shorter accessible video
- How do you beat one very articulate and passionate consumer so why don’s we use video more? Because it’s painful to gather and curate
- Half of executives would rather watch video than read text
- If you use video just to answer an open end question then you’re missing something
- Video is more than a 2 minute highlight reel or talking head
- How much time have you spent collecting data and how little time have you spend Rudly analyzing it, we can automate the collection part so we can spend more time on the analyzing part
- Analyze layers of data including speech or sentiment, facial emotional recognition, tone of voice recognition, Extremely useful at scale
- Use video to understand how long different cultures brush their teeth, how different they brush their teeth
- How people feel about preparing dinner, conversations during dinner, and treat these as datasets
- Understand emotional spikes by demographic groups
- What happens to social media listening when we switch over to video?
Live note taking at #IIeX in amsterdam. Any errors or bad jokes are my own.
- Our personal lives have blurred, it’s an always on world, a do it yourself mentality prevails
- Expertise still drives world progress, but what is the role of expertise
- There are barriers associated with building expertise in the new digital era
- Even simple analytics are not straightforward
- Human cognitive capacity is inadequate compared to what is required in today’s digital world
- Advances are ushering in a new era of computing, no more punchcards, no more simply programming, now we’re in cognitive systems era
- To error is human but to really mess things up requires a computer, now computers can learn and build expertise
- What is so unique about human intelligence, ability to create a novel idea, ability to differentiate between causality and correlation, ability to combine intuitions with intelligence, ability to ask questions
- The essence of being human is asking questions, not answering questions
- Technology boosts the expertise of intelligence professionals – enhance, scale and accelerate expertise
- computer system confirmed 99% of medical diagnosis but added diagnosis precision to 30% of them
- Think of technology as an enabler, let it cut through the ego and bias of humans
Automation: Robot vs Researcher by Paul Albert (Zappistore) and Tony Costello (RB)
- WHat used to take 6 months is now being done in hours and TV marketing budgets have gone up
- Research budgets are continuing to decline for three years in a row
- In fifteen years, half of Fortune 500 companies have disappeared
- Data and digital requires more research to fuel profit, Netflix and uber have grown immensely but TASI and blockbuster are dying
- We need lower cost and more speed but we also need validated methodologies
- Do you delay until the method os fully validated or launch Asap
- Business that don’t adopt technology are destined to fail, bravery is need to adopt new approaches
- Now they can test many more ads for more brands and chose more effective ads
System 1 Driven Brand Insights by CHristian Ohm (Magda) and Karthik Posnanski (BrainJuicer)
- Mazda has rebounded because of the product line, youngest
- They moved from lower premium and generic to more premium and distinctive, premium experience not high price
- Have a strong product perception but a weak brand image perception, most brands don’t
- Fragmentation leads to a weak brand, in message or tone, sounds like a different brand in different markets
- Took a co-creation approach, more people than marketing need to understand the brand – call Center, dealer, sales person
- People knew the brands and could talk about them but there isn’t a lot of emotion but some people just love driving and are passionate about it, they want to deliver on this experience
- Spirit of Hiroshima – challenger attitude, never give up, we can do it
- Emotional connection is achieved when care and driver are in perfect harmony
- Created a brand book to share with everyone
- Tracking needs to be fast and actionable, cover emotions, simple and engaging, modular and flexible, adapt latest MR thinking, forward focused and predictive, strategic and tactical, more qualitative [excellent advice for research in general]
- Considered fame, feeling, and fluency for brand growth
The nature of consumer emotion by Aaron Reid
- Visceral factors theory – Lowenstein, falling asleep at the wheel – extreme deviation from a desired equilibrium point
- It was a bold man who first ate an oyster – well, maybe a crazy person or simply a very hungry person
- System 1 ans system 2 interact, it can’t be one or the other
- The proportion of emotion model combines emotion and reason in a single predictive algorithm, we are more accurate in predictions if we use both
- You can’t measure racism explicitly, emotion interacts with reason
- We see eye tracking and emotion tracking of the Budweiser immigration ad, can see attention in the right places and emotion being positive or negative at the right moments
- Adding implicit facial coding and implicit impact of ads greatly increases ability to predict virality of an ad
- Need to quantify the emotions from pride, gratitude, and anxiety
- They engaged with startups so they could increase the work with half the cost, half the time and better quality
- Have worked with 800 startups in recent years – the Shark Tank, piloted 200, recruited 30 for research and the new way of doing business
- Want to move away from asking to observing, people forget, they give estimates (not because they’re lying)
- Used google glass technology and advanced video analytics
- Move from asking to sensing, though people struggle to articulate emotions, FMRI, emotion coding, facial coding, they use facial coding on every ad
- Why should we ask at all? Asking reveals needs, combine what people search for on google with what people say on social media to replace traditional research
- Move from studying consumers to building relationships with people
- The technology enables them to string together a more powerful story
- Let’s move to “i have the answer what is your question’
- The pyramid of tomorrow: Input powered by tech, output enabled by tech, outcome delivered by people
- Make the leap from insights to ideas
- They pay their vendors bonuses if they do a job well [fabulous idea, will you do this?]
- Can you buy an ad for a segment?
- Geolocation, attitudinal profiles, likely voters
- Need to use machine learning and targeting to buy thousands of direct targeted ads
- Microsegmentation has its use but you still need to use classic segmentation for higher level needs
- Alternative lenses for segmentation – demographics are targetable in media, behaviors for usage styles of path to purchase, attitudes for believes about category or self, needs for key buying factors, occasion based for needs that vary by occasion
- Right now demographics and behavior segmentation are highly used
- Challenges with segmenting – surveys are too long and phones are too small, we don’t know what we don’t know, self report behavioural data is not very accurate or precise, targeting segments is hard to do in advertising
- Can profile based on quantative data but people are bad with numbers, qualitative research brings richness and texture, plus can add real world behaviours like actual online activities or models propensities
- Audiences are identified and you can message them differently by segment
- The new tools are making classic segmentation more actionable than ever before
You’ve seen the commercials on TV where the host or actor discussing the fantastic properties of the amazing product is wearing clothes and accessories that match the products packaging and branding perfectly. Sometimes it makes for creepy over-branding whereas other times it makes the commercial more calm and focused. In either case, the intent is to unconsciously teach you the brand colour so that when you are in the store, the familiar colour will draw you in, consciously or unconciously.
However, the world of research is different. Using brand colours as part of questionnaire design can significantly affect the outcome of research and whether that results in increased or decreased scores, the impact is negative. Results from surveys should reflect in-market experiences, not unconcious associations of brand colours. If you plan to measure brand recall, awareness, purchase, attitudes, or perceptions within the the general population or within category users, particularly if you want to compare with other brands, never brand your questionnaires with brand colours, text styles, or formats. Questionnaires formatting should be neutral in all ways such that unconconsious recollections won’t be created.
So when is it appropriate for questionnaires to use brand features in the design? When can you use your brand’s colours and fonts and styles to pretty up what can be generic, boring pages?
When you’re contacting existing clients or customers to ask about a specific purchase experience or brand experience. That’s about it.
In such cases, the bulk of the questionnaire will focus on the specific experience with the specific brand. There may be a couple of generic introductory questions, but 90% of the questionnaire will focus heavily on your brand, your employees, your shelves, your website, your selection, etc. There is no point in creating a sense of blind review or uncontaminated response because the brand must be revealed early and significantly.
If you’re not sure which way to go, there is a very simple solution. Never brand your questionnaires unless there is no way around it. Better safe than sorry.