Innovating from the future: How, why, and who is doing it #IIeX  #MRX  


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
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