Up close and personal with consumers using nonconscious measurement and text analysis #IIeX 


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

Chameleon communities: immersive learning takes many forms with Stephen THompons and Kendall Nash

  • Communities are iterative sharing, exchange of ideas, genuine dialogue, relationship building, sense of accountability
  • Chameleons can change colour, to communicate, to be what they need to be; communities should be what we need them to be
  • COntinuous insight communities – reach out to them an any time, on-demand insights
  • Longer term communities 3 to 4 weeks
  • SHort term pop-up communities – bulletin boards sometimes, less than 3 weeks, part of a wider research program 
  • Use for testing, online diaries, advisory Angels, shop alongside, co-creation, feedback, and it’s better if they’re layered
  • Technology accommodates learning 
  • Build an online environment o suit – easy to use, attractive, and engaging tools make research fun
  • Great for discussions of TV shows and what is and isn’t funny
  • Feel licensed to right size them and make the suit your needs, if it’s not perfect then make it right


What nonconscious measurement says about America as a brand by Elissa Moses 

  • America is a brand [I assume you mean USA because America includes Canada, Mexico, and Brazil]
  • When brands erode, they become vulnerable
  • Brands give you shortcuts re expectations and whether something will be a good fit
  • Implicit research was great to study racial prejudices because they either don’t want to tell you, or they’re conflicted or they really just don’t know
  • Brands can change – Disney, apple, VW, BP all used to be high esteem and fell from grace, vulnerability always lurks, there can be a scandal tomorrow
  • Used a device agnostic tool, mobile friendly [Did you hear that MOBILE FRIENDLY!🙂 ]
  • Calibrated on individual baselines [thus repeated measures, within subjects design]
  • Sweden, USA, MExico, France have high scores on great place to live
  • but if you ask if their country will ever be as great again, then negatives pop up
  • There is huge ambivalence about where the country is headed and that people worry about
  • 50% of Americans say yes to beginning in immigrants [ of course, even if I take longer to answer a question, it could be not that am unsure, but that I want to make sure I truly believe my answer. I know I pause a lot when I answer questions because that’s how introverts do it]
  • Tools is good for busting cliches
  • People in America just aren’t sure about their country any more
  • People don’t believe American standards for justice, upholds the constitution, respects separation of court and state, gives equal to rights to all
  • People DO have pride in America so we can get back on track


Return on customer investment: linking customer insights to revenue growth by Manila Austin

  • Are companies customer-centric? 80% of companies think they are but only 8% of customers think so
  • Returns on Assets is declining and going flat, old models are no longer working 
  • Companies spend 14$ on advertising for every 1$ spend on understanding consumers
  • Most R&D efforts go towards sustaining existing products
  • When customers are more likely to say a company “Gets them” their revenues are more likely to increase in comparison to other similar companies
  • Raising your customer quotient will increase your ROA, a .5 point increase is worth millions in revenue and net income
  • Employees and consumers see things differently, employees thinks their customer experience is far better than consumers
  • Consumers want openness, relevant, loyalty; employees want openness, empathy, to be closer to end users
  • Diagnosed the customer into the organization


Social Insights: The next generation by Rob Key

  • Language is really complicated
  • Rules based solutions are complicated, one wrong word and everything gets messed up
  • Precision – do they match gold standard of humans, 80% of time humans can tell what it means – 3 independent humans [I remember when no one cared about validation🙂 ]
  • Relevance – does a Boolean query do the trick? Maybe but it’s not nearly enough; words take on different meaning in different domains, small is good for smartphones but not for hotel rooms; faded jeans are good but not faded interiors; every industry has its own lexicon
  • Need precision and relevance and recall to achieve quality
  • People don’t say “I trust this brand” or “I highly recommend this brand” THey say things like “I give this to my baby” or “I’m the hell outta here”
  • Language must be customized to industry
  • Emotions come in many forms which many words [seems like everyone uses plutchik’s wheel of emotion🙂 ]
  • Can you isolate spam the food from spam the email hell
  • Unify the data with call Center data, survey data, unification f the voice of the customer 
  • Social data is not quantitative and meaningful, mainstreamed into large organizations
  • Clean data does indeed create valid results [as does clean survey data and clean focus group data]

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