Category Archives: marketing research

What to do when anticipating the gift of feedback makes you feel like a failure

This post originally appeared on the Sklar Wilton & Associates blog.

For some people, feedback is an extremely valuable gift to be sought after and treasured.

For others, it’s a dreaded piece of torture that reminds them how terrible they are at everything in life.

Feedback is an essential component not only at Sklar Wilton, but also in the larger business world, one that is valued by high performing leadership teams, and one that helps every employee learn and grow and be better at the things they love. Well delivered and well received feedback can promote a positive workplace culture, build stronger relationships among employees, and contribute to growth.

So what is someone to do if anticipating and receiving a gift of feedback feels like torture? Here are a few tips.

feedbackRemember that there is more to your life than your weaknesses. You are also the dad wearing a tutu in the grocery store because your son wanted someone to join him, the mom who shovels the snow from the walkway for your elderly neighbour, the friend picking up mail for a colleague who is away visiting their aging mom in the hospital. You are a multi-faceted person succeeding in over-lapping areas of life from work to school to volunteer activities and leisure time. A weakness or two in one area of your life does not translate to weaknesses in all areas of your life.

Remember that it is impossible for anyone to perform at peak, all day, every day, while carrying around the emotional baggage that all of us do. We all worry about our kids, our aging parents, our health, the bills we need to pay, and so much more. We are not robots programmed with artificial intelligence to input and output based on perfectly programmed algorithms. By design, humans have weaknesses and are not perfect. We get tired, bored, annoyed, over-excited, over-worked, and stressed and that can only impact our work.

Remember that your successes are far greater than your weaknesses, as small or large as you’ve imagined them to be. Your failures might threaten your self-image and your identity. They might take centre stage with giant billboards in your brain. But your successes at work, both large and small, are certainly far more numerous than your weaknesses. Make the effort to remember all the great things you’ve accomplished at work over the last month, year, and decade, and how awesome they really were.

Remember that feedback is someone else’s perception. Sometimes, the feedback will be 100% valid and completely unknown to you. It could give you reason to improve specific behaviours you never realized needed improving, and jump-start you onto an even better future. And sometimes, though the feedback might not reflect your reality, it does reflect the other person’s reality, their perceptions. In such cases, you will need to recognize that someone’s unique experience with you is valid and deserves to be appreciated. In either case, feedback is a gift that will help you adjust your behaviours for the better, whether that means changing the behaviour itself or doing a better job of managing expectations and perceptions related to those behaviours.

When you do find yourself on the receiving end of the gift of feedback, be sure to ask your gift giver for specific, current examples. Examples from the far past or from one-time events probably can’t be acted on now. But examples from ongoing tasks present multiple opportunities for you to learn and implement real change. Be prepared to take full advantage!

Be open to hearing suggestions you’ve already thought of and discarded. If someone who has taken the time to offer you the gift of feedback has specific suggestions, it’s worthwhile to reconsider them. Find out more specifically what they’re referring to and see if they have more specific ideas of how those ideas could work.

Be aware of your words and your body language. Receiving feedback might be difficult for you, but it might also be difficult for the person offering it. Focus on listening and encouraging rather than defending and rejecting. Make sure your body language demonstrates that you are open and positive about the feedback even when you’re struggling to feel good about the words you’re hearing.

Finally, remember that feedback really is a gift. It means that someone cares enough about you to want to help you learn, grow, and become more successful. Accept it with many thanks.

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This post was written in my role as a consultant for Sklar Wilton & Associates. SW&A has worked for more than 30 years with some of Canada’s most iconic brands to help them grow their brand, shape corporate culture, build successful innovation, define portfolio strategies, and maximize research ROI. They offer strategic advice, business facilitation, research management, qualitative/quantitative research, and analytics. SW&A was recognized as a Great Workplace for Women in 2018, and the Best Workplace in Canada for Small Companies in 2017 by the Great Place To Work® Institute. Inquire about their services here.

 

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Digital Networking for the Skeptic Leader

This post originally appeared on the Sklar Wilton & Associates blog.

There are many reasons to love the internet but my top reason is that it shrinks the world to fit into my own backyard. Whether someone lives in Australia, India, Japan, Finland, South Africa, Venezuela, Mexico, or even in another province of Canada, I can communicate with all of them on a personal, one to one basis any time and any day I want. Networking with a global community of industry experts has never been easier and, given global accessibility and the accelerated rate of technological innovations, never more essential.

One of the main problems people have with social media networks and digital networking, however, is that the tools are boring, irrelevant, or waste a lot of time. A few quick tips might help to improve the experience so that you too can benefit from digital networking.

1.      Find the social network that’s right for you

There are hundreds of social networks but you only need to find and participate in the one that suits you best. If you are visually oriented, head off to Pinterest or Instagram. If you want to get to know people personally, Facebook is the place for you. If you like a mixture of personal and business content that is short and sweet, Twitter is the place for you. If you’re all business, all the time, LinkedIn will suit you perfectly. Indeed, anyone wishing to grow their brand or further their career should be active on LinkedIn.

There are many more networks to choose from but the bulk of English industry conversations take place on these networks. You could try QQ.com or Weibo.com if you speak Chinese, or Vk.com if you speak Russian.

2.      Focus on people in your industry

Most social networks try to help new users by suggesting accounts to follow. Bad idea! Absolutely never follow their recommendations. If you are forced to do so to get your account working, be sure to unfollow those accounts as quickly as you can. Following celebrities, athletes, musicians, and pundits might be fun at first but, over time, you’ll find that type of content to be sensationalist and boring. You’ll probably even give up.

Instead, seek out people in your field, including industry experts, keeners, and hobbyists. If your industry is marketing, search for keywords like marketing, advertising, branding, retail, customers, consumers, messaging, pricing, or targeting. If your industry is market research, search for keywords like analytics, data, ethnography, focus groups, insights. Identify the relevant hashtags such as #marketing, #advertising, #branding, #MRX, or #NewMR. Find your relevant industry association. Identify the people who use those words and follow their accounts.

Even better, identify at least one expert who is well known in your industry and follow all the accounts they follow. More specifically, take care to follow personal accounts that showcase the names and photos of human beings not business accounts with names and logos of businesses.

To ensure you’ve always got a regular stream of new, interesting, and unusual ideas flowing through your stream, follow at least 1000 accounts from around the world. You aren’t supposed to read everything from these 1000 people as if they’re emails or personal messages. Rather, glance at whatever is passing through your stream when you happen to feel like taking a peek.

3.      Go beyond surfing and lurking

Social networks are supposed to be social but that doesn’t mean you have to share photos of your dinner or your kids (actually, give your kids the gift of privacy and don’t share any information about them online). You also don’t have to fill up the interweebs with random chatter just for the sake of being able to say you participated.

In the digital space, you are encouraged and expected to communicate with anyone, even world renowned, industry gurus, about anything. When you do see a post that is interesting or thought provoking, reply or leave a comment for the author. Let them know you liked their idea or share your own experience with the topic.

In addition to replying to comments, be sure to share your own ideas. Many people think they have nothing interesting to say, nothing new to say, or simply nothing worth sharing. I can 100% assure you that this is wrong. Everyone is an expert in something. Everyone has a unique perspective on even the most ordinary topics. The trick is simply to recognize when one of those opinions has popped into your head.

When you do share and comment, you’ll quickly become part of a conversation with people you’ve never talked to before but who now look forward to hearing from you. You never know who you’ll become fast friends with, who might ask you to speak at a conference, or who might turn into your best client.

4.      Communicate on a personal level

Networks like LinkedIn try to be helpful by giving users templated responses, sometimes suggesting phrases such as “I’ll be in touch” or “thank you” as one-click responses. Unless you need to reply to a hundred messages in the next five minutes, don’t take the bait. Take the time to respond to every person individually with a relevant thought or comment, even if it is simply a more personal way of saying “thanks a bunch!”

Some networks allow you to send automated messages. For instance, Twitter can be set up so that any new follower automatically receives a private message thanking them for the follow. Some people create longer private messages that include further contact information about their products and services. Don’t do that. Most automated messages are unwelcome. In fact, they might even encourage someone to stop following you. If you truly want to thank people for following your account, take the time to do it personally.

5.      Social media is for social not selling

If your title begins with a C (e.g., Chief, Consultant) or has the word “business” or “sales” in it, chances are every time you talk to someone, your brain tries to force you to offer a sales pitch or to invite someone to review your products and services. Don’t do it. Turn off that part of your brain. Beginning any new relationship with a sales pitch is a sure fire way to encourage someone to click on the mute/unfriend/unfollow/block button.

Instead, get to know people. Simply chat with people. Engage in some genuine conversation about the state of the industry. Learn what industry topics are important to them and what their challenges are. As part of a normal conversation between friends. Over time, you might experience the ultimate metric of success… you might find that you are asked for a pitch.

6.      Keep your profile current

Over time, you`ll learn more about your industry, and your interests and experiences will evolve. The profile you set up on a social media account 3 years ago may have been fun and relevant then, but it certainly doesn’t describe who you are today. Sometimes, that very short profile is all that people will see about you so make sure it reflects who you are today, not the young and uninformed kid you were 3 years ago. Current photos help new friends recognize you in the conference crowd, and current websites help potential clients learn more about your services on their own initiative. Make it a habit to update, or at least check, your information once each year.

Above all, don’t stress. If you find a social network to be overwhelming or unhelpful, find a buddy who can guide you through the intricacies and help you find a strategy that works for you.

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This post was written in my role as a consultant for Sklar Wilton & Associates. Sklar Wilton & Associates has worked for more than 30 years with some of Canada’s most iconic brands to help them solve tough business challenges to unlock growth and build stronger brands. SW&A was recognized as a Great Workplace for Women in 2018, and the Best Workplace in Canada for Small Companies in 2017 by the Great Place To Work® Institute. Recognized as the number one Employee Recommended Workplace among small private employers by the Globe and Mail and Morneau Shepell in 2017, SW&A achieved ERW certification again in 2018.

 

 

I Wear Your Shirt: Life as a market research consultant #MRX #NewMR

I can hardly believe I’ve been an independent consultant for a year and a half. The new lifestyle comes with pros and cons.

Cons: If I wake up early, it doesn’t mean I finish my day early. If the printer runs out of paper, I can’t ‘accidentally’ leave it for the next person to fill. I will have to find the lost, squished grape on the floor myself.

Fortunately, there are pros.

Pros: This is the best commute I’ve ever experienced in my entire life. I work with clients whose standards and ethics match mine. My lunchtime walks are through treed neighbourhoods not industrial parks. My dress code has loosened up drastically to include a wide range of ultra casual, industry billboards.

Yup.

I wear your shirt.

Over the years, I’ve received many marketing research t-shirts at conferences. When I don’t feel a kinship to those shirts, I always find a happy taker in a client or colleague. The t-shirts you see in this image, however, made the cut and landed in my closet. I love the bright colours, the witty remarks, the nonblack options. A few are women’s sizes and I like those the most.

What else do they have in common? Except for one, you don’t see logos or brand names. All of these shirts actually do have logos either on the back or the sleeve but none of them are simply logos or brand names or [your unoriginal and actually uninspiring] tag lines. In other words, don’t waste your money creating a t-shirt that is a blinkin’ billboard. [Side note… unless your company name is Irrational in which case you’d get bonus marks for having a brand name that is also a witty comment.]

You’ll also notice that none of these shirts incorporate odd brand colours. I’ve gotten many shirts that were exact on-brand cousins of puce and turquoise that looked weird even with blue or black jeans – out the door!

Basically, if you’re pondering new t-shirt designs, choose colours that fall within the range of human perception, and then go witty or go home.

In case you’re not sure, the companies that are finalists in this extremely tight t-shirt branding competition are…

Jibunu, Qualtrics, Confirmit, iModerate, Bayasoft, Sentient Decision Science, AYTM, Conversition [my previous company, acquired and disbanded], SeekResearch, Sentient Prime, Zappi.

Congratulations 🙂

Five Things I’ve Learned While Reaching for Success

This post originally appeared on the Sklar Wilton & Associates  blog.

For many people, January 1st is the day of change. It’s the day to begin putting apples instead of cookies into the office kitchen or start arriving at work a half hour earlier every day to take advantage of quiet time. But really, there’s nothing magical about January 1st. It comes in the middle of winter for some people and in the middle of summer for others. It has the most daylight hours for some and the fewest for others. It’s a date with no special significance other than the year is incremented by a unit of one. In other words, there is zero reason to wait 4, 6, or 10 months until the year is incremented to start something. Indeed, in waiting, you’ll have lost 4, 6, or 10 months that could have been spent building a new brand, or innovating your services. Charles Dederich (1914 to 1997), founder of 1960s drug rehabilitation organization Synanon, famously said, “today is the first day of the rest of your life.” The point is simple. Stop waiting and start doing.

Tight deadlines have left me without time to find typos in a client report and SQL code that didn’t do what I thought it did. Of course, if I were to pause in my tracks until I had reached the ultimate of perfection in everything I do, I’d still be rehearsing for my grade 2 class’s rendition of ‘The Three Little Pigs.’ Perfection is a dangerous and unnecessary roadblock to progress and success. We need to take pride in and appreciate the work we’ve completed thus far and know that even better work awaits us tomorrow and next week. In the immediate intensity of a project, work might seem subpar. And maybe it is. But achieving perfection in all things all the time is unattainable and undesirable. Mike Knapp, the Founder of Shoes of Prey, says we need to get in front of customers even if the product or service isn’t perfect. Reject the need to be perfect.

When it was time for my cohorts and I to apply to post-secondary education, we were instructed to choose three university programs. If two schools said no, maybe the third would say yes. We were primed for failure. Robert Pirsig’s book, “Zen and the Art of Motorcycle Maintencance” got 121 no’s before if got a yes. Jay-Z got no’s from every record label before he decided to launch his album himself. When you have an idea or goal that you truly believe in, keep pushing until it happens. Don’t give up because you can’t see the light at the end of the tunnel. Don’t take no for an answer.

I’m a huge fan of Twitter. I chat about market research, statistics, charts, conferences, diversity of conference speakers, plus a lot of nonsense. What you won’t see me tweeting about, however, are my lows. I don’t tweet about the days I’m sick or unproductive. I don’t talk about my failures. To an outsider, my career path looks linear. I went to school (after getting rejected a few times), got good jobs (after hearing no many times), and success magically occurred (though I was laid off from one job). Everyone’s path to success has a completely different set of ups and downs and twists and turns. It may seem like everyone else’s path led directly to success but in reality, your path is probably no more complicated nor difficult than theirs. In fact, having experienced their own collection of ups and downs, older start-up founders are more likely to be successful than younger founders. There is no clear path to success.

More than anyone else, you know what you love and what you’re great at. You have a unique perspective of why you like or dislike certain products or services, and how you could improve them. As much as you’d like to spend weeks or months analyzing the competition, or strategizing the best ways to beat the competition, you can’t control what they’re doing. Your strength is your unique perspective, your unique team, your unique strategies. As someone striving to build products and services that people want and need, you need to focus on what you can do, how you can be great, why your perspective is great. Sure, it’s essential to know what your competitors are doing, but there’s a much bigger world out there. Don’t focus solely on the competition

If you can adhere to these five quick tips, you’ll be ready to make today is the day you start rejecting perfectionism. Know what your success looks like and refuse to take no for an answer.

Perhaps you’d like these posts too…

This post was written in my role as a consultant for Sklar Wilton & Associates. Sklar Wilton & Associates has worked for more than 30 years with some of Canada’s most iconic brands to help them solve tough business challenges to unlock growth and build stronger brands. SW&A was recognized as a Great Workplace for Women in 2018, and the Best Workplace in Canada for Small Companies in 2017 by the Great Place To Work® Institute. Recognized as the number one Employee Recommended Workplace among small private employers by the Globe and Mail and Morneau Shepell in 2017, SW&A achieved ERW certification again in 2018.

#AI and #VoiceSearch and #Chatbots, oh my at the #TTRA2018 conference!

It’s hard to beat a lizard laden, sun shiny, ocean retreat like the Biltmore Hotel in Miami, but add in the Travel and Tourism Research Association (TTRA) conference and you’ve got my attention.

CDJ customer decision journeyI quite enjoyed a number of the talks. Michael Rodenburgh from IPSOS Canada spoke about behavioural data and offered some fascinating tidbits about where people go to and come from during the tourism and travel customer decision journey. Passive behavioural data collection is a fabulous data collection tool and if you’re careful about obtaining explicit consent, I’m a big fan of it.

lgbt gender question format

I was fascinated by a talk that Thomas Roth and David Paisley from Community Marketing and Insights gave about research with people who are LGBTQ+. Terminology seems to be in a permanent state of evolution and I never know what the most current respectful terms are. Needless to say, Tom and Dave will now be my go-to experts.

TTRA holds a number of academic tracks throughout the conference. In these tracks, graduate students and professors share their academic work which means there is a heavy contingent of highly trained, highly specialized researchers at the event. For those of you who love statistics and the nitty gritty of research details, these tracks are definitely for you. I love them for two reasons. First, of course, you learn about the research itself. But second, and most importantly for me, they are a great way to refresh your statistical and methodology training. ANOVA results take front stage and we see betas, f-values, p-values, and all the supporting statistics. People comment on and strategize over minute details. These discussions make me rethink what I thought I already knew and update my opinions about how to use statistics. Love it.

I was delighted to speak on the main stage Thursday morning about AI, chatbots, and voice search (my slides are below). I shared results from a Sklar Wilton & Associates white paper showing that the general population is fairly knowledgeable about the state of AI. AI can now write newspaper articles about anything you ask of it, AI can create humour that people actually laugh at, in some sense AI can even read your mind, and Google’s millions of dollars have allowed them to create an AI voice that is practically indistinguishable from the human voice. Of course, AI isn’t perfect and Joy Buolamwini of M.I.T.’s Media Lab has conducted research showing how facial recognition technology has trouble recognizing dark faces.

Technology for the regular folk who don’t have millions of research dollars backing us up has progressed to such a point where it is useful for customer service reps, marketers, and market researchers. Customers regularly use AI to book flights and hotels whether through chatbots on Facebook or voice assistants, we can now use AI moderators from companies like Quester to conduct surveys with anyone who has a voice assistant, and chatbots from companies like Elsient to conduct text surveys.

As fabulous as AI is, people are still unmatched for their ethics, emotions, and genuine caring for other people. This is what market researchers bring to the research table. Sure, we bring tech. Tech speeds things up and helps reduce technical errors. But people bring research results to life.

Oh, and if you’re wondering about the diversity of speakers, put your hands up, they’re playing our song, 54% of speakers were women. Rock on, TTRA!

Thank you Kathy and Scott for putting on a fabulous conference. We’re off to Melbourne Australia next year!

Defying Stereotypes: A profanity-filled leadership profile of Cindy Gallop

If reading about profanity and sex aren’t your thing, you can read a tame version of this post on the Sklar Wilton & Associates blog.

Meet Cindy Gallop.

Cindy Gallop - I like to blow shit up.

Cindy likes to blow shit up.

Cindy Gallop is glaringly bold and contentious in sharing her opinions about the state of advertising, the lack of gender equality in the advertising industry, and misperceptions of what comprises normal, healthy sexual relationships among people.

She began her career in advertising and made a name for herself at the Bartle Bogle Hegarty agency. She later founded their US branch, eventually being recognized as the Advertising Woman of the Year by the Advertising Women of New York in 2003.

Now, Cindy is the founder of MakeLoveNotPorn, an extremely ‘Not Safe For Work’ (NSFW) social sex website that aims to derail misperceptions about healthy sexual relationships. She is also the founder of IfWeRanTheWorld, a real-world experiment in tapping good intentions and turning them into tangible, do-able microactions that anyone and everyone can help you to do.

Just like Cindy, millions of people have worked hard, risen through the ranks, and founded companies. No big deal. Okay, it IS a big deal but that’s not the point here. The point, rather, is that when I think about people who are leaders, not simply presidents or founders or CEOs, I immediately think of Ms. Gallop. She reminds me on a near daily basis of four qualities I admire in genuine leaders.

1)     Be bold and fierce. Cindy isn’t meek, mild, and moderately opinionated. We’ve blogged before about the appropriateness of using profanity in the workplace, and Cindy has zero qualms about it. Her unabashed use of profanity and colloquial language to make her points clear and strong captures people’s attention and brings them into the conversation regardless of whether they agree with her.

I want to be very clear on this: Yes, MakeLoveNotPorn.com and All The Sky have enormous social benefit, but I am also out to make an absolute goddamn fucking shit ton of money. – MMLaFleur

I deplore the shying away that can go on, within women, from the term ‘feminist.’ I am, absolutely, all about being a feminist. – Ted.com

Cindy personified bold when Kevin Roberts, a top ranking advertising executive at advertising agency Saatchi & Saatchi, resigned after a gender diversity controversy, She had no qualms issuing a public statement with a valiant dare, a statement that on its own caused even more controversy.

“I see that Kevin Roberts was paid a total salary of $4,137,786 last year, whereas, contrary to his remarks directed at me, nobody anywhere is paying me anything to do the work I do in this area. I note that PublicisGroupe/Saatchi and Saatchi Worldwide now have a vacancy for a leadership coach, and I’d like to offer my services. Obviously, to ensure there is no gender wage gap, at the same salary Kevin Roberts was being paid.”

In her efforts to promote diversity and equality, she’s regularly accused of promoting ‘quota’ and ‘diversity’ hires that will lead to people who aren’t sufficiently qualified to be hired. Her response to those claims continue to be bold and fierce.

“Look around at the mediocre men who were hired just because they were men. Get hired because you are a woman or person of color and then do a bloody brilliant job in that role.” – AdAge

“Diversity raises the fucking bar.” – 3% Conference

2)     Defy stereotypes. Everyone is raised with stereotypes. Boys and girls are taught how men and women ought to look, speak, dress, and present themselves. Boys and girls are taught how ‘young’ and ‘old’ people are supposed to behave. Our culture has taught us that older women should be quiet, demure, and blend into the background, but Cindy has completely rejected those notions. Instead, she focuses on what is right for her.

Cindy Gallop

Cindy believes you shouldn’t hide your age. At 57, you could say she’s an older woman. And even though she’s not part of the Hollywood scene, she dresses however she pleases including wearing leopard-skin miniskirts, biker pants, python skin pants, leather pantsuits, and warrior outfits because what she chooses to wear is no one’s business but her own. Who’s to say that older women must show restraint and modesty in their clothing choices? Restraint is not Cindy’s modus operandi.

I consider myself a proudly visible member of the most invisible segment of our society: older women. I would like to help redefine what society thinks an older woman should look like, be like, work like, dress like and date like by the way I live my life. – The Guardian

3)     Ignore what haters and nay-sayers think. Cindy knows what is meaningful and important, and if someone isn’t comfortable with her use of profanity, her social sex projects, or how she presents herself as an older woman, well, they’d better get used to feeling uncomfortable. Cindy keeps on fighting for the causes she believes in, and she keeps on trying to mend misperceptions of sexuality so that people can have more realistic expectations of what a healthy sex life really is.

4)     Do what is right. Cindy has a firm handle on what it means to do the ‘right’ thing and she’s oriented her life to achieve that goal. Not in keeping with stereotypes of women, and particularly of older women, her end goal is to become rich. But at the same time, she also wants to create and support endeavors that have enormous social benefit. She’s managed to do this with both of her projects – MakeLoveNotPorn and IfWeRanTheWorld.

“When we launched If WeRanTheWorld, I said to my team, I want us to innovate in every aspect of how we design and operate this as a business venture, as much as the web platform itself – because I want us to design our own startup around the working lives that we would all like to live. Women and men alike.”Forbes

I say to women: you have to set out to make an absolute goddamn fucking shit-tonne of money. When you negotiate your salary, ask for the most money you possibly can without bursting out laughing – for yourself and for every other woman. – The Guardian

Cindy’s leadership style and her dedication to her projects has amassed her more than 60 000 devoted followers on Twitter. Her provocative Ted Talk (Make love, not porn) has garnered millions of views. If you’re not yet convinced that Cindy’s leadership style is one to be admired, or at least appreciated, watch her talk at Mumbrella360 on How Advertising Can Change the World. You might learn a few things.

Perhaps you’d like these posts too…

This post was written in my role as a consultant for Sklar Wilton & Associates. SW&A has worked for more than 30 years with some of Canada’s most iconic brands to help them grow their brand, shape corporate culture, build successful innovation, define portfolio strategies, and maximize research ROI. They offer strategic advice, business facilitation, research management, qualitative/quantitative research, and analytics. SW&A was recognized as a Great Workplace for Women in 2018, and the Best Workplace in Canada for Small Companies in 2017 by the Great Place To Work® Institute. Inquire about their services here.

Qualitative research answers the why… and so does quant #MRX #NewMR

American Chopper argument meme quantitative research can be flexibleI don’t know how many times I’ve read that qualitative research is for the why, and quantitative research is for the what. That’s just wrong.

We love qualitative research for its ability to deeply dig into people’s thoughts, feelings, and emotions. When people take part in focus groups and personal interviews, a good moderator can make people divulge their most private selves. To do this well, to gain a thorough understanding of a good range of reasons why people do, think, or feel things requires ‘large’ sample sizes (let’s say 30 means large) and lots of time (let’s say a couple hours each) with research participants. It’s not a simple task and not every research project has the time or money to do this in the most fabulous way possible. But at the end of all that, we’ll have discovered a bunch of reasons ‘why.’

But to be fair, quantitative research is also extremely capable of digging deeply into people’s thoughts, feelings and emotions to discover the whys. A highly skilled researcher can help people realize and share these feelings, even with a questionnaire that is heavily quantitative. To do this well, questionnaire designers can create thoughtful, thorough, and well-developed questions that allow people to divulge their inner-most thoughts and feelings about even the most private and sensitive topics. A well-designed quantitative questionnaire can reveal the why.

We don’t need to silo qual into ‘why’ and quant into ‘what.’ Both approaches to research can uncover the why and the what as long as the researcher is an expert who is focused on answering their specific question and obtaining quality data. It’s not that we should try to hit every qual question with a quant solution, or every quant problem with a qual solution. We simply need to be more aware that both qualitative and quantitative approaches do a great job of discovering the who, when, where, how, what, AND why of human behaviour.

So if it’s not the why, what is the real difference between qual and quant research? There is just one. Quantitative research quantifies. If your research intent is to understand frequencies among a population, to predict to a population, or to run an experiment, the only option you have is to conduct quantitative research. This assumes that, as part of that research, you will achieve a (somewhat) random sample of the population to which predictions will be made. That’s it. Numbers.

Hammer hit screwAs we always try to do, the right research method is the one that is best suited to answer the research problem. Let’s not automatically choose qual because we need to know ‘why.’ Let’s choose qual because it is the best solution for the problem.

I OBJECT: My reaction to Per Håkansson’s talk at #IIeX @perhakansson MRX

It’s rare that a conference talk generates outright rage but that’s what happened today. Twitter got angry and an audience member asked a question that didn’t get answered.

In his talk, Per Håkansson (Per on twitter ) shared his personal experience as a digital nomad. He shared that he owns about 100 items, and own no car, no home, no TV, no CDs. As a beneficiary of the crypto currency movement, he travels the world and has lived in many different cities. He shared that this could be, or will be, the way of the future for most people.

So why were some people so enraged, myself included?

I think it was two-fold.

1) The talk wasn’t focused on the needs of the marketing research audience. As a personal story of how he weaves in and out of different cities with little physical baggage to restrict his movements, it was a fun tale. But it wasn’t a market research tale.

By not focusing the content to the needs of the audience, we were left clinging to irrelevant pieces of information. We heard a fun tale of a wealthy, white person on extended holidays. Instead, we needed to hear a tale of how research companies can support a nomadic lifestyle that might be more attractive to younger workers, e.g., remote employees, no need to buy physical offices and a central location. And this extends to our services, e.g., we can store data and reports in the cloud, use Software as a Service. It can extend to employee benefits, e.g., healthcare services that are accessible in many countries. This is the story we needed to hear.

2) Further, we heard that many/most people should/will become digital nomads. By renting BnB residences, using public transportation, and using Netflix and Spotify, we can free ourselves of physically owning stuff we don’t really need. As someone who doesn’t own a phone or a car, I’ve got an overwhelming surplus of diggity with that.

Of course, this idea doesn’t account for all the people who make public transportation and hotels and restaurants happen – bus drivers and cleaners and repair people, housekeeping staff, restaurant servers and cooks and dishwashers, all of whom earn extremely low wages and live pay check to pay check (as 78% of American do according to Diane Hessan).

These support people make it possible for wealthy people to zip around the world and live in luxurious places. These support people can never ever dream of living a romantically nomadic lifestyle. Besides, most jobs can’t be virtual jobs – 13% of jobs are mining/construction/manufacturing, 12% of jobs are health care, 10% are in leisure/hospitality, 12% are government.

On the other hand, Sinead Jefferies wrote this excellent post on Research Live in which she advocated for workplace flexibility and how it could help retain the best talent within our industry. This, I think, is the story that would have resonated with more people as being realistic and relatable.

I’d love to hear what you think.

These data prove I am worth 80% of what my male research colleagues are worth #MRX #NewMR

As a freelance market research writer (my service sheet is here), I regularly check my public profiles to make sure they’re up to date. This time, I checked my profile on Savio, a marketplace connecting market research buyers with research experts, which is maintained by GreenBook.

Thumb print unlockAfter clicking around the website for a bit, I realized that every researcher’s hourly rate was completely and easily transparent, not hidden behind multiple clicks and privacy walls. My brain gears sped up….

People don’t talk about salaries which is a problem. Freelancers don’t know if they’re being paid what they deserve. Women don’t know if they’re being paid less than their equivalent male counterparts. So in that regard, I have to thank Savio and Greenbook for opening the black box and helping researchers see a piece of reality.

I had planned to go see the new Solo movie but this lovely little dataset just presented itself to me. Plus, I hear there isn’t any ukulele in this movie so let’s do this.

I downloaded the data and removed the business profiles. That left me with 191 individuals who provided an hourly rate, country, and the types of work they do. I manually gendered all the profiles. Obviously, I may have gotten a few wrong as I am not the gender police (much better said by Effin Birds) – 83 women, 107 men, and 1 unknown.

Hourly rates by genderAs all good data people do, I started with a frequency distribution. A few things were immediately apparent. 1) 3% of men and 4% of women VASTLY undervalued themselves. If you have listed an hourly rate under $50 per hour, go to your profile right now and FIX IT. I never want to see an hourly rate less than $50. From any freelancer. For anything. 2) 6% of men and 2% of women listed stunningly high rates, a couple over $1000 per hour. These rates might be for bragging, for negotiating, or for real but if you can command them, more power to you. 3) Women were far more likely to undervalue themselves while men were far more likely to overvalue themselves. [“THAT was a pencil in the neck moment!” -Luke Sklar]

Hourly rates by country and gender Maybe group averages would paint a different picture but nope. Across all 191 rates, women asked for 81% of what men did – $168 versus $207 per hour.I tried excluding outliers from 12 people whose rates were below $50 or above $500. Women still asked for 81% of what men asked – $153 versus $189 per hour. I then focused on the three countries with at least 8 researchers. In Canada, two women and myself listed rates that were a paltry 40% of what five men listed. Among 123 US researchers, women asked for a somewhat better 80% of what men asked for. I am thrilled, though, to offer a huge hurray to the 14 researchers in the UK where hourly rates listed by men and women were equal. (Okay, women can increase their hourly rates by $5 in the UK.)

Maybe it’s because women do “less valuable” work so I tried grouping by the 25 different type of work people specified they did. Major caveat though – these data do not account for the fact that someone might charge different rates for different types of work.

I’ll pick out two examples from the chart since it’s a little bit complicated and uses two axes. At the left of the graph, among people who offer legal research services, women specified an hourly rate of $169 compared to men at $136. Thus, women listed a rate that was 124% of what men listed. There exist four categories of work where women listed a higher hourly rate than men – Legal Research, Field Services, Recruiting, and Support Services.

Second, at the right of the chart, among researchers who conduct Mystery Shopping, women listed an hourly rate of $138 compared to men at $225. Women listed a rate that was 61% of what men listed. There exist 21 categories of work where men listed a higher hourly rate than women.Hourly rates by industry and gender

I don’t know if these differences are because women undervalue themselves or because men overvalue themselves. I don’t know how much of these differences exist for bargaining or bragging purposes.

But I do know this. As much as I love statistics, t-tests and chi-squares aren’t necessary to determine the likelihood that these results are due to chance. Correlations and Cohen’s D aren’t necessary to determine whether the effect sizes are meaningful.

Women ask for less financial compensation than do men.

Cindy Gallop Highest Number Without Laughing Gender Diversity Salary Income

Women, my advice to you is simple. Give yourself a raise. Give yourself a giant fucking raise. (I’m channeling my inner Cindy Gallop and I urge you to follow this amazing woman on Twitter or LinkedIn and personally talk about your salary with her here.)

Cindy Gallop Shit Ton Money Gender Diversity Salary IncomeIf you’re currently in the $50 to $99 bucket, up your rate to land in the $100 to $149 bucket. If you’re in the $200 to $249 bucket, give yourself a raise into the $250 to $299 bucket. Don’t think twice, it’s all right.

If you’re curious, I may have started my day claiming my worth to be 80% of what my male research colleagues felt they were worth.

It sure didn’t end that way.

You might wish to look at:

Goodbye Luke Sklar

Luke SklarThis afternoon, visionary Luke Sklar is being laid to rest. After more than three years of experiencing severe depression.

I’ve known of Luke for many years as one half of famed Sklar Wilton & Associates but I’ve only personally known him for about a year and a half. In that time, I was his social media guru. He’d come to me for help figuring out all the strange and ever-changing nuances of Twitter and LinkedIn. He wanted to stay in touch with the current news, and he wanted to take advantage of new technologies. He was my regular proof that old dogs (though at 63, he wasn’t old at all) can learn new tricks, should learn new tricks, should be eager to learn new tricks. He had a sweet smile, a goofy grin, and kind words for everyone in the office whether they’d worked with him for thirty years or thirty days.

Luke was my occasional reminder that people who have depression can get better and that there is hope.

My first instinct on hearing the news was to share it with my colleagues and the rest of the industry who knew and loved him well. But I couldn’t. The inevitable question would come about – how did he die. And we all know that you can’t talk about depression. It’s not like cancer or heart disease or stroke. Shhh….. it’s depression. Don’t talk about it. It’s shameful. The most I could do was post a tweet begging people who are contemplating suicide to seek help. (Please, please, please seek help. We want you here, we need you here.)

So in the wake of this horrible news, I am grateful that Luke was not ashamed of his illness. I am grateful that we are allowed to say depression took his life. I am grateful that more people will realize the true insidious nature of this disease, and that mental health is as important as any other type of health. Amazingly brilliant people who’ve built award-winning businesses filled with amazing employees get mental illnesses too.

Clinical depression comes in all forms. For some people, medication helps tremendously but it still doesn’t cure the illness. The day to day sadness and hopelessness continues to be a minute by minute struggle. Hospital stays are frequent and long, and suicide watch is ever present. Their caregivers struggle to encourage them to live, to eat, to stand up, to finish a puzzle meant for a child, to colour a simple drawing for more than two minutes. They might disappear from social gatherings and you wonder whether they got bored of spending time with you. Or if they’ve moved. In reality, you’ll never know they have depression because you aren’t in their extremely tight circle of people who must know. Shame continues to be an undeserved sentiment that lingers around mental illness.

For other people, medication can take away the incessant life-threatening feelings and make presenting oneself to the world possible. Medication can even make other people think a depressed person is in perfect health. Laughing, joking, playing, working, all in seemingly wonderful health. You’d never guess they have depression because they are the life of the party any time you’re around them. You don’t see them after they close the door behind you and enter a world where the down is far more down that you can even imagine. All you see is their funny tweets, their hilarious Facebook posts, their goofy grin. You think you know. You think you can tell. But I guarantee you cannot. They’ve perfected the act so well that even their best friends could never guess. And then you never see them again because depression kills.

Luke was a firm supporter of Sick Not Weak, an organization dedicated to helping people understand that mental illness is an sickness, not a weakness. Their goal is to create a community of people who come to gain strength and stay to give strength, to help both sufferers and the people who care about them, and most of all to get as many people as possible, in a loud, firm, confident voice to share the words “I am SickNotWeak.”

I know a few people in our tight community of market researchers who have been brave enough to share their experiences with depression. I am truly grateful to you for your bravery and willingness to openly share your experiences. You are helping to save lives.

I know other people who have depression but I can’t talk about them. I’m still not allowed. But I can talk about Luke. You can talk about Luke. Please spread the word that mental illness is an illness. That you are sick, not weak.

Read Sklar Wilton & Associates news post

Donate to SickNotWeak in Luke’s memory

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