Thursday afternoon summaries: Digital, modeling, and dangers to dive into #MRIA16 #NewMR 


Live note taking at the #MRIA16 conference in Montreal. ANy errors or bad jokes are my own.

Danger ahead – or is it opportunity by Micheal Dorr

  • Change is inevitable 
  • Marketing myopia – rail used to believe they were in the business of train travel, but they should have seen themselves as the business of transportation and then they would have invested in cars and planes too
  • Our business isn’t surveys. We are consumer insight.
  • 1) Mobile “power of now”,  2) Need for speed, 3) Big data gets personal, 4) Automation
  • Activities formally done on PC are going mobile 
  • Most innovative brands embrace digital and mobile, and don’t necessarily own cars or hotels or content
  • Taco Bell is named as a most innovative companies of 2016
  • Competitive landscape has changed dramatically
  • Over half of surveys are not mobile optimized
  • Mobile power of now – geofencing, mobile diaries, mobile ethnographies, shorter surveys 
  • Attention span is actually dropping
  • Americans will not wait in line for more than 15 minutes, 25% of people won’t wait more than 4 seconds for a webpage to load
  • Amazon primes will delivers books to you door in one hour
  • Krispy Kreme will tell you phone if you’re near a store and if donuts just came out of the fryer
  • Possible to have a one to one conversation with a global company because if big data
  • It is not Qual vs quant, it is Qual AND quant [yeah baby!]
  • AI creates a more meaningful and human interview
  • Data and analysis trends and patterns can be identified via automation
  • These tools aren’t threats, they are tools to enable us to do our research better

Definition of madness – Digital advertising by Joe Amati and Sharon Flynn

  • Focus on people who use multi-screen, lens to consuming content in the future
  • 3.3 hours of video per day for French Canadians – phone, laptop, tv, pvr, ott
  • 66% of video content of French people is under their control, they choose it as opposed to it being ‘on’
  • 50% say advertising is under their control, they can fast forward or skip it
  • 30% have a favourable view of advertising, why do we spend so much money when we know people don’t like it, we are doing the same thing expecting something to change 
  • People have four states of mind – are bored, goal oriented, seeking diversion, invested
  • We can’t be so personal and creep people out, can’t intrude on their lives, it’s more creepy when it’s not quite relevant
  • Why do people NOT skip ads – 66% because they like the ad or the brand or the quality of the ad, humour is the top reason why not
  • One size does not fit all – every consumes content in a different way, handle interruptions in a different way
  • Design for digital first, you can’t just take a thirty second tv commercial and put it on YouTube, people go online to be entertained not to watch ads
  • Make stories not time – don’t ask to buy a ’30 second slot’. COnsumers take as much or as little as they want as long as they are entertained
  • Miniwheats did a commercials where kids instructed a fitness class secretly which was 3 minutes long and people loved it
  • Keep it fresh – people have world of content at their fingertips

Down with top two box scores by Michael Edwards and Parul Verma

  • Traditionally there were two items to pick from, it was easy to choose between them; and it made more sense that attitudes equaled behaviour
  • People need metrics that matter immediately
  • Simple is not as simple as it seems
  • We ask all our research questions using a five point scale, it’s crazy simple and anyone could write the questionnaire and program it in twenty minutes
  • Straightlining is a serious problem because of this
  • We like to like that purchase intent is a behaviour question but it is a attitude question, in the complex world intent is more than simple
  • Metrics of a monodic test are attitudes, this is the only option we had decades, we still call them boards after fifty years even though we really don’t use boards anymore
  • Really need to account for competitors, in the category, out of the category
  • It is possible to simulate thousands of options, not just 3 because you only have manual options; simulations let you see changes not just to your product but to 500 other products as a result
  • We often say a product is in the top quintile and now we can quantify into units and dollars; we can check which scenario generates more units and profit
  • Clients want to know how reliable the scenarios are, they have 3 examples where prediction was nearly identical, very impressive 
  • There is value in monad I testing but there is a time and place for it, good for diagnostic feedback
  • It’s not worthwhile doing if you want to test one single idea, better with many potentials

ATB goes all in by Ann Coulter and Tawnya Crerar

  • How do we understand the emotional and rational aspects of banking
  • Mind model labs using psychoanalytics
  • Most of our daily decisions are tiny, but sometimes a financial issue becomes a crisis and we think about our bank in a new way
  • Seven types of crises that affect customer retention, outcome is really important
  • The longer it takes to respond, the more imporact it has on a customer
  • Did an 8 week online community and asked people to write a love letter or a breakup letter, asked people to start a transaction at a bank and write about it. There is a lot of emotion in how people talk about these institutions 
  • Also used a discrete choice model, manipulated service, messaging to capitalize on retention and acquisition, compared new vs existing customers, millennials 
  • Developed a simulator and turned those into scenarios and strategies
  • 3 major insights employes, customers, company
  • Revalued welcome program for employees, want to be a place employees want to be, first day people start late and there is a welcome package on their desks, they met the CEO and his direct reports, they pay people to leave if the newbies don’t like it, newbies must work in a branch for one day and in a call Center for one day; employees are told if something doesn’t feel right they have the power to do what needs to be done
  • Use real customers in their ads, pay loyal customers to bring in other customers, has a Junior ATB program where they teach kids to balance a check book and play pretend bank so kids learn all the roles
  • Since it started 18 months ago, employee engagement is through the roof, profit and market share is growing
  • Banking is about life and meaning, and relationships have to matter
  • [lovely case study]
  • [jeez, this employee welcome video is going to make me cry, it’s like saving the world and helping the poor feel safe and loved. Where do I sign up?]

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