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