Tipping the sacred cows of MR #IIeX 


Live note-taking at #IIeX in Atlanta. Any errors or bad jokes are my own.

Will Watson replace researchers? By Bruce Weed

  • Health data will grow 99%; Insurance data will grow 94%; Utilities data will grow 99%, and more than 80% of that data will be unstructured
  • Machines don’t make up answers, they will give the answer you teach it to give
  • Now we teach machines to read images like MRIs, a doctos can’t remember an MRI from ten years ago but a machine will
  • Machines understand, reason, learn. They can learn multiple languages too. Can teach it how to read, hear, see, and 9 languages 
  • Showed all the Ted talks to Watson and now it will find the relevant part of the video you want to see
  • Teach machines to do more than a keyword search, teach it to learn and understand
  • Machines are listening in to call Centers and helping the agents give better answers
  • Machines learning will give us crime and threat detection, early detection of diseases, understanding customers, new product development
  • Machine learning makes humans smarter because it gives us capacity

Co-Creating a tailored experience to identify relevant insights leveraging advanced cognitive text analytics by Sion Agami and David Johnson

  • There are lots of five star ratings out there but not all five stars are created equally
  • Can’t approach analytics from a single dimension
  • Corpus linguistics – how people communicate
  • Olden days used to be keyword, Boolean, taxonomies
  • Now it’s NLP, machine learning, topics modeling – these are probabilistic models – 65% confidence that this is what you wanted, what if 4 different models are 65% confident?
  • Next is leveraging all methods in parallel – focus on emotions and cognitive states
  • Emotions, persona, experience, purchase path, topics are all important
  • How do you rate BOO, Not like, disappointed, like, good, WOW, and then add the emoticons into the scale
  • Algorithms can pick apart which products really are a 5
  • Fix the social media comments that are filled with emotion
  • How do identify WOW experiences before launching a products? What is the best question to ask consumers so they can share emotions, how accurate does your model need to be, can you measure what moved the needle from consumers with confidence
  • Put new tools in front of people who are passionate, those with project specific challenges
  • Watch out for groups who think they can already do something, maybe it’s time to work together OR let the people are ARE doing being the people who DO

The Perils and Pitfalls of Recall Memory: How flawed recall and memory bias pollute market research with David Paull, Elizabeth Merrick, Andrew Jeavons and Elizabeth Loftus

  • [I did an entire class in graduate school on unconscious and flawed memory. I’m totally on board with this session. Love this topic. Wish I could remember more of it. Ha ha. I really do.]
  • Market research has made a lot of assumptions about how memory works, completely contrasting academic research, we can’t remember names so how can we remember the past
  • [we need more true academics in market research ]
  • We assume what you did in the past will predict what you did in the future, or that we can predict
  • Our goal is to make money, we want to know allocation of marketing dollars so we ask about recall, we just don’t have better tools though good tools are on the horizon
  • There are lots of false positive and false negatives in recall data, 15% of people misremembered receiving something [This is NOT a bad respondent or a cheater or fraud. This is real human behavior.]
  • There is more to memory than forgetting, false memories are a huge part of memory
  • It’s very easy to expose people to leading questions, misinformation, erroneous versions and to contaminate or transform people’s memories
  • You can plant entirely false memories for things that didn’t happen, it has consequences, it affects their thoughts intentions and behaviours, memory is malleable
  • They planted memories that people got sick eating something as a child and people no longer wanted to eat those foods, they planted positive memories and got people to like yuck foods more
  • Should we take advantage of this to make people happier and healthier, or use them for marketing purpose
  • Sounds like advertising, we find a feeling like nostalgia so we put that into an ad
  • [we need more academics on stage. Most market researchers just don’t have the relevant psychology/sociology background]
  • Manipulation feels creepy but that’s a practical application
  • What is ethical – a therapist helping someone eat better, maybe not; What about a parent doing it with an overweight child?… Hello Santa Clause. WHich would you rather have, an obese child with heart problems or a child who remembers broccoli with grandma when that never happened
  • People have a lot of fiction mixed in with their facts
  • Memory includes “what you bought at the store last week” but memory also includes meaning “I remember the brand Uber” but I may now remember going to the store
  • Semantic memory helps us build great products
  • Memory applies to doors – we expect a pull door to look in a certain way different from a push door
  • We know we shouldn’t have long questionnaires, cognitive load is a problem, that hurts recall, we need to make it easy for people to recall episodic memories, it’s very shaky to ask people to remember the past
  • At least get the recollection as soon as possible, as they’re happening, need to get it before they interact with other people, responses influence each other, doesn’t matter if it’s a focus groups, early responses affect what people say later on
  • Automated systems can help remove some biases, qualitative is less and less reliant on humans
  • think about biases of respondents and and yourself
  • If people know they can look up the information later, they won’t try to remember it, we no longer bother to remember phone numbers, passwords are a huge problem
  • Does the precise memory matter more than the feeling, we can alter the feelings people have about products
  • “You told us you were a 4 on that scale” and many people won’t remember that they originally said it was a 2
  • Must think carefully about the outcome you need, be realistic about when you need precise memories vs insightful memories, knowing it was the 37th flow of a building may not matter because all that was important was that it was high

Social Disruption: The vertical network arrives by Ashlyn Berg

  • There are many social networks specific to  careers – ResearchGate is for PhDs, Github, ZumZero, SpiceWorks
  • Community aspect – online home for professionals to interact with their peers
  • Content – users share millions of original and shared content to stay up to date on trends and do their jobs better
  • Apps and tools – help people get their job done
  • Mostly for free so people engage for a long time
  • 1-stop shop for marketers, place to build relationships, platforms for research
  • Easy place to investigate Ned’s and challenges of your audience
  • Better platform for research over other alternatives
  • Rich projected information, not just into about their company, know which apps they use, hardware and software they use, massive amount of Behavioral insight
  • Vertical network is very clean data, social behavior is clean, it is the real audience you want to talk to, not someone who wanted an incentive 
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