Thinking about research in a new way: Perspectives from six speakers #IIeX #MRX #NewMR 


Live blogged in Amsterdam at #IIeX. Any errors, bad jokes, or [comments in brackets] are my own

  
Technology in Insights – From adapting to cope to adopting to win by Vijay Raj, Unilever

  • 64% of dollars spent last year could be associated with digital
  • The Internet of things is now the Internet of MY things and YOUR things, fridges that know when you run out of milk and order it for you
  • 90% of Internet connections in China happen on the mobile phone
  • We plunked paper surveys online without changing anything, polls are now failing to predict the outcome of general elections, the world of insights needs to change
  • We need to adopt technology, not just adapt to it
  • We need to engage with startups and look for inspiration in technology 
  • Only google was able to predict how Barack Obama would win his first election [do it 20 times and then come talk to me. Anyone can be right once.]
  • Pilots are oxygen to ideas, they help develop and grow them
  • We need to be more collaborative and externally focused
  • Take advantage of gamification
  • LAST mile path mapping – maybe you make a purchase in Pinterest, it’s good to know that path to purchase, cookies don’t work in-app so how do you do this
  • EMOTIONS understanding – need a tech intervention
  • ARTIFICIAL intelligence – I have the answer, what is your question; can you simulate a product experience 
  • PERSONALIZATION
  • Acronym is LEAP – be disruptive

Fame, Feeling, and Fluency Drives Famour 5-star Marketing by John Kearon, Brainjuicer

  • Psychology has more to offer the market research industry than technology [totally agree! Tech is nothing if you don’t understand the people behind it.]
  • 50 polls last year were unable to predict the election [i’m going to guess polls that DID predict were stuffed in drawers because they were ‘wrong’]
  • We are not good at predicting our own behaviour, it’s not that people are lying
  • Current model of marketing is its a fist of a USP wrapped in velvet glove of emotion, the gloves lures customers and then we hit and persuade them to buy, it’s a persuasion model
  • System 1 is the original instinctive brain, system 2 is the rational logical brain. But the emotional brain massively outnumbers the rational brain. 
  • [insert his original Dr Seuss poem here🙂. ]
  • We think much less than we think we think
  • “You haven’t slept till you’ve been in a Nielsen presentation”  [oooooooo from the audience🙂 ]
  • Profit growth is driven by fame, felling, fluency
  • Fame – we ascribe wonderful things to famous things, famous is bigger, we don’t know truth but we assume famous is bigger/better/more, predict brand share by top of mind, fame is a shortcut to making decisions
  • Feeling – the more you feel about a brand, whether positive or negative, any emotion is more valuable than no emotion, neutral is the enemy
  • Fluency – distinctive assets but don’t really have any differentiation, eg., Apple ear buds are white and everyone knows it, the Coke bottle shape, recognition spreads decision, people ascribe value to something they recognize 
  • Trump – is famous, evokes emotion, and his hair is very fluent
  • VW – you might think scandal would hurt them but prediction is 18 months after the scandal they will be doing better – more fame, more feeling even thought neutrals have moved to negative
  • [another Dr Seuss poem, you’ll have to ask for it🙂 ]
  • Human behavior works via satisficing – we make decisions in the quickest easiest way

Market research adventures in a digital world: How Air France – KLM is using research – by Maaike van der Horn, KLM

  • 28 million passengers, 134 destinations, 67 countries
  • More digital touchpoint S are necessary to help and serve customers
  • The iceland eruption was a huge learning opportunity for them in terms of having social media touch points
  • Build, learn, try and do it all quickly, “Be cool or be gone”
  • Why should surveys be so horrible? Consider your survey as a brand experience, follow same standards as website or app – fun to use, easy to use, create something that is not a hassle and takes only three minutes
  • 95% completion rate for the survey, reliability of results has improved 
  • Innovation isn’t always about shiny new things, maybe it’s just improving things that have been wrong for years [Hello every tracker out there!]
  • When they find out that people like their app, they ask them to rate it in the App Store and that is high they work to get the highest rating in the App Store [Totally understand this but it’s a great reminder that app scores aren’t all that meaningful]
  • They do A/B testing on the app and ask people why they like certain aspects
  • Developed branded community platform, perhaps week long projects
  • Research is integral not an aside, it is a huge opportunity to deliver on your brand experience [of course, this only applies if you aren’t doing blind research, which most of us are.]
  • Was forced to be agile when conducting research, delaying things by one or two days is fine [well, we are ALL being pressured to be agile but we’re resisting. Maybe it’s time to stop resisting and be agile when the job is appropriate]

Freeing Research Through Technology by Stephen Phillips, ZappiStore

  • Google has outsourced it’s machine learning code, will likely be a huge deal in years to come
  • Sampling is important – must be done right, need the right target group, but there might be little added value including a human being
  • We need to automate as much of the research cycle as possible, where humans provide the least value, get rid of the manual elements 
  • People move away from full service because they don’t have the time to wait for it, but you can put your IP into templated technology that can be scaled and automated
  • Templated technology lets you run five projects at once, quickly
  • Turn the human away from advisor on a survey to advisor on a project
  • Analytics becomes more simple to do, can do macro analytics across 100 projects all with the same measurement points
  • High end consulting is where the people need to be, along with IP creation. This makes research more profitable.

Drain Your Shark Tank by Jeff Reynolds, LRW

  • Negative emotions drive change
  • Be willing to take risks, be willin to try new ideas
  • Invite everyone to participate, not just the senior experience people but the people who haven’t yet been contaminated with experience and process
  • Tried out shark tank idea but over time people stopped liking it because only the best ideas went there, not the halfway ideas
  • Recognize the smarts on your time, even when they are fresh out of school
  • Require big changes in mindset not big financial incentive

Live Connection to Culture by Jake Steadman, Twitter

  • [i expected him to say “hello I’m jake from State Farm :)]
  • Mobile is eating other media time
  • Used Twitter to connect with fans and opinion leaders in launch and opening weekend for new Star Wars, this is how they gave access to the stars, not the red carpet or panels
  • 1.2 billion tweets over opening weekend
  • Twitter offers unfiltered raw emotion that previously was nearly impossible to get, especially on a live basis
  • Rise of the machines – this is a challenge and opportunity, live data can help us
  • Agility – get over obsession with precision [here here! our research isn’t as precise as we think it is anyways]
  • Democratization of research – as more machines rise, more people can do research
  • Look for your soggy fries – company found a spike related to this phrase and decided to look into. It wasn’t necessarily statistically significant nor huge but directional was enough for them to recognize an issue and deal with it
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