Empathy, VOC, MROCs, and digital qual presentation summaries #IIeX


Live blogged from IIeX in Atlanta. Any errors or bad jokes are my own.


The surprising power of empathy to foster consumer engagement by Sion Agami and Steve August   

  • 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

Capturing the voice of the customer in a multichannel world by Holly DeMuro 

  • 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

Closer, Deeper, and Better Insights by Rebecca West 

  • 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

Co-ownership of insights: mapping the consumer journey for Breyers ice cream by Niels Schillewaert and Daniel Blatt 

  • 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
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