Seeking Inspiration in Silence: Conducting research without asking questions #ESOMAR #MRX


esomarLive blogging from #ESOMAR Congress 2014 in Nice, France. Any errors or bad jokes are my own.

New ground research: ‘Power of Laughter’: Measuring the effectiveness of comedy in generating positive audience engagement by Christian Kurz, Viacom International Media Networks, USA, James Guerrier, Viacom International Media Networks, UK, Jo McIlvenna, Jo McIlvenna, UK, Julia Lamaison, GfK, UK

  • Laughter helps you make friends, improve your sex life, make you healthier, makes you happier, more feel optimistic, more outgoing
  • Two thirds of people say they are very happy, more in mexico and south Africa, less in Italy and spain
  • Over half of young adults laugh multiple times per day
  • Heavy laughers have 50 more facebook friends
  • Comedy Central are more likely to be heavy laughers
  • Want to move beyond self-reported measures of laughter, Move from respondent recall to measureing it passively à Facial coding
  • Humour in advertising makes people respond to it in a more positive manner
  • People had trouble showing their faces on a personal web cam, some people were showing their pets in hopes their emotions could be captured as well
  • Collected 12 million measurements
  • Funny content generated more engagement than serious content
  • 57% improvements for ad effectiveness when using humour
  • Don’t need to ask people to recall what they have watched or ask them questions

Research application: Human Beans – Understanding the coffee consumer without asking a single question by Tobias Wacker, BrainJuicer, UK, Vanessa Oshima, The Coca-Cola Company, Japan

  • They failed miserably the first time they used the method
  • ‘Big data’ – everyone says they’re doing it, no one is really doing it – Like teenage sex
  • Digividuals – a bot that collects data online to make the data more human
  • Their timeline was impossible, The client wanted to use their own panel, client didn’t really understand the tool, decided to learn as they went because it was COKE afterall, who says no to coke?
  • Turned out the dataset was too small, there was no texture to it, the timeline was too tight so they ended up writing a crappy report – they learned nothing new –> they failed spectacularly
  • But they learned a lot from their mistakes
  • No clarity on the use of the outputs – they didn’t know whether a data person or a business person would be using the data
  • Didn’t understands strengths or weaknesses of the tool – they used a screwdriver on a nail and tried desperately to make it work
  • They didn’t raise the flag soon enough
  • They didn’t have realistic timelines for a brand new methodology, new methods need buffer times
  • Vendor knew they had a good tool but the client hated it. The vendor asked the client if they would try again but do everything right – use the tool as designed, define the problem correctly, understand it’s a beta test, set the right expectations, use realistic timeslines
  • They agreed to share the risk, share half the costs, They don’t believe you should do things for clients for free [YAY! I wrote on post on working for free for HuffPost. Have a peak here.]
  • [How refreshing to hear about the failures. We ALL fail and are quiet about them. Why not help everyone learn from them.]

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