Conference Speakers Wearing Heart Rate FitBits at #AAPOR #Wearables

Everyone says they get nervous when they speak but how do you know who’s just saying it and who actually is nervous? Well, welcome to Fitbit. Ever since I got my Fitbit, I could easily tell from the heartrate monitor exactly what was happening in my life.  Three days before a conference, my heartrate would start increasing. Once I arrived, my sleep was disrupted. And when I actually spoke, my heartrate went nuts.

Today, Josh put his Fitbit chart online so I figured, ah, what the heck, I can do that that too. And when I asked for more volunteers, Jessica offered hers as well.  Feel free to send YOUR heartrate chart to me and I’ll add it here. Enjoy!

Annie / LoveStats

Annie / @LoveStats. My 25 minute walk to the hotel started with a high heartrate and then leveled off as I settled in at the hotel. But as soon as it was my turn to present, you’d think I was out jogging again!

Josh De La Rosa @JoshDelaRosa1

Josh De La Rosa / @JoshDelaRosa1. Lovely peak when Josh spoke which almost instantly dropped as soon as he finished speaking.


Jessica Holzberg / @jlholzberg  “apparently my evening out got my heart rate up more than my pre-presentation jitters :)”


Netgain 6.0: An MRIA Social Media Workshop by Annie Pettit

netgain mria

Click here to register

Learn to Love about Blogging and Twittering: A MRIA Workshop
St Andrews Club and Conference Centre, Toronto, ON
Tuesday Jan 24, 2012 

8:30-9:00am – Includes continental breakfast
9am-Noon – Workshop with coffee/tea and break snacks

To become familiar with the art of blogging and tweeting so that you can actively participate in and benefit from the social media space

Who will benefit?
This workshop will benefit those who are thinking of writing a blog and learning how to tweet. These are quickly becoming social media requirements for establishing a prominent presence and promoting yourself, your product, your service or company.

Learn about:

  • the basics of starting to tweet and blog
  • the different types of twitter clients and blogs
  • the tricks, shortcuts  and tips about tweeting and blogging
  • the language, including hashtags, 140,, RSS
  • tweetdeck, socialoomph, Klout, RSS and other third
    party plugins and apps
  • the multi-interaction with Twitter via your cell, rss feeds, email
  • promoting your blogs and getting yourself tweeted and retweeted
  • what works and what does not work in being successful tweeters and bloggers

Workshop Presenter
Annie Pettit is VP, Research Standards at Research Now and Chief Research Officer at Conversition, an e-Rewards company. She is the author of two blogs, Lovestats and the Conversition blog. She is an active tweeter @lovestats in the market research arena and also with her sugar and spice passion (@LoveStats/sugar-and-spice). Check out the Sugar and Spice Online News Daily. She is a frequent speaker at MR conferences, has over 5000 followers, and has tweeted 13,500 times! She is highlighted on the front cover of the October 2011 issue of VUE and wrote an article inside entitled “You know more than you think!”

This is a highly interactive workshop and spaces are limited to 50 seats. You must bring your own laptop and be prepared to tweet.

MCP points: 10

Global Consumer by Dan Salzman #TMRE #MRX

Live blogs by @LoveStats! This is a session summary from The Market Research Event by IIR in Orlando, Florida, November 2011. It was posted mere minutes after completion of the talk. Any inaccuracies are my own. Any humorous side remarks are also my own. Feel free to leave comments and critiques. ***                                                                                                          ***

The Global Consumer
Dan Salzman, Vice President, Consumer & Market Insights, Hewlett Packard

  • [All i’m thinking is that HP social media data is full of horsepower and harry potter data 🙂 ]
  • How does HP think about the global consumer?
  • #1 Where are the people, where is the money
  • focus on demographic growth, world grows 75 million per year, last week we reached 7 billion people on the earth, developed market growth where most of the money is is very small growth; growth is in asia; Growth is beyond BRIC countries; Africa, nigeria are emerging; Africa will have four of the top growing countries in 2050

    The current two dimensional HP logo used on co...

    Image via Wikipedia

  • China WILL surpass the US as a global economy by 2050, it will be the largest economy, driven by population growth
  • 1000 new mobile users every minute, 84% of internet users are outside the US; growth is MASSIVE in china, 92% growth compared to US 17%
  • What does access to information do? Overthrow dictatorships. Changes how we make decisions. We don’t have to do what we are told. Not obligated to follow through on expectations. Check veracity of claims.
  • This creates a homogeneity of consumer experience for consumers. Lets brands speak to us in shorthand.
  • Globalization pressures culture and tradition. People worry aspects of their culture will disappear.
  • Developed West is Maslow’s needs – Physiological, safety, social and emotional, esteem; Developing East is Pinto’s needs – Physiological, Need to please the group, good name, honour [cool!]
  • Think global but act local. team structure, research approach, customized output.
  • Global segments didn’t show up in every country. Local countries defined the names of each segment. Allowed local digression.
  • 1 global summary, 3 regional summaries, 8 country reports, Customized views by audience, topics

Lower Income Shoppers at Safeway by John Wright #TMRE #MRX

Live blogs by @LoveStats! This is a session summary from The Market Research Event by IIR in Orlando, Florida, November 2011. It was posted mere minutes after completion of the talk. Any inaccuracies are my own. Any humorous side remarks are also my own. Feel free to leave comments and critiques. ***                                                                                                          ***

Safeway’s Approach to the Lower Income Shopper, John Wright, Director, Consumer Insights, Safeway

  • Cannot apply the CPG model to a grocery store
  • Skews a bit higher income, which means sometimes higher ups want to focus on higher income people. But the grocery store is still a gen pop store. They love everyone’s grocery dollars.
  • Smaller households, older, not employed, lower education, smaller county sizes is the macro view of the population. There are still segments and micro-segments.
  • A lot of 65+, some families, some hispanics, under 35 are some of the segments

    Example of an American grocery store aisle.

    Image via Wikipedia

  • Financial worries are high70% live from paycheque to paycheque
  • Put yourself in your shoppers shoes, put management in the lower income group, Many worry about having enough food to put on the table. If price of gas goes up, that’s food money out of their pocket.
  • Eating patterns – Lots of trade offs, they ask trade off questions because everything is deemed to be important – taste, price, nutrition. Nutrition is at the bottom of the list, price at the top.
  • What do they eat – less likely to find salad, omelet, yogurt, fresh fruit. More likely to eat bacon, meat, chips, pop, bottled water, pasta
  • Attitudes – they know it’s not healthy, they know they need more vitamins, iron, etc. Signs don’t help, they know.
  •  Lifestyle – skews to computer games, TV, music, talking on phone, doing nothing. Less health club, biking, attending sporting event, gardening, home improvement
  • Spend less per trip, but they make more trips. Some related to paycheques. Communication needs to reflect this. Big on circulars.
  • They plan out meals, particularly families. Circulars help do this, also drive list behaviour. They shop multiple stores, in bulk, store brands, stick to the list, stay in budget. They don’t like cooking but they do cook from scratch because it’s cheaper. This is why they don’t eat as healthy, they believe it’s cheaper not to.
  • Incomes are less stable. Not proactive around health. Prioritize other things over health. Heavily into deal seeking.

New culture for Comedy Central by Chanon Cook #TMRE #MRX

Live blogs by @LoveStats! This is a session summary from The Market Research Event by IIR in Orlando, Florida, November 2011. It was posted mere minutes after completion of the talk. Any inaccuracies are my own. Any humorous side remarks are also my own. Feel free to leave comments and critiques. ***                                                                                                          ***

Research Unveils New Comedy Culture For Comedy Central
Chanon Cook, VP, Strategic Insights and Research, Comedy Central, MTV Networks

  • Comedy Native – Used to be a content focus research program, now the audience is the marketing, curator, critic, creator, programmer,
    Comedy Central Germany

    Image via Wikipedia

    distributor. Sharing a video on YouTube covers all of these components.

  • Two thirds of audience now is millennial generation
  • Moving to consumer lifestyle research
  • Young guys have always been the biggest consumers
  • Did buddy groups, self-reported video ethnographies, “Jokus Groups”, online surveys, digital ideation, audience measurement
  • Comedy is at the heart of who comedy natives are – social currency, connector, pathway to cool, agent for change, self expression, “unique brand of awesomeness”
  • They post on youtube because it says something about who they are, if you get their sense of humour, you will get who they are
  • Funny is the top train for an ideal man, funny and smart is what people want to be, everyone wants to be funny now
  • Who would you wanted to be stranded in an elevator with? fave comedian was top answer. That’s a big shift. It used to be a sports person. Comedians remind us of ourselves or our best friends. They look and act just like me.
  • It’s no longer chocolates and roses, it’s funny clips. Guys to it to impress a crush. Many do it to get noticed by someone they want to date.
  • Posting on facebook is just as good as face to face. It’s still an inside joke between me and my thousand friends.
  • This generation will be less successful than past generations so comedy is one path to fame and fortune. 60% of millennial guys think they are just as funny as comedians and are waiting for their shot.
  • 40% say comedy can shed light on social injustice
  • 25% say comedy helps shape their political views
  • 53% say comedy makes you think and gives you perspective on what’s really important in life
  • 72% look for humour in any situation. Absurdity is their new irony. Fearless generation.  Too far is when it comes from hate.
  • Guys prefer brands that match their sense of humour, not sports.
  • Comedy is the number one passion point for this generation.

7 Dimensions for Shopper Marketing Success by Pradeep [FAB!] #TMRE #MRX

Live blogs by @LoveStats of @Conversition. This is a session summary from The Market Research Event by IIR in Orlando, Florida, November 2011. It was posted mere minutes after completion of the talk. Any inaccuracies are my own. Any humorous side remarks are also my own. Feel free to leave comments and critiques.

***                                                                                                          ***

Seven Dimensions For Shopper Marketing Success
Dr. A.K. Pradeep, Chief Executive Officer, NeuroFocus, Inc.

  • MR is hip and cool [and he has dressed the part  and is talking the part:) ]
  • [Now we’re watching a wrap video about market research, by “cool” people in suits]
  • We have learned more about the brain in the past five years than all of human history combined
  • Dense array EEG, millisecond timing analysis, millimeter source location, signal processing and pattern recognition algorithms. [Wow. typed that without looking without one typo!]
  • Is eyetracking a poor person solution? When you look at something, maybe it’s interesting, or because you’re confused. You can’t tell with just one tool.
  • I may be looking at you so you think i am totally engrossed in you but really, i’m not. 🙂
  • We are not creating neuroscience. We are taking the wo
    Image representing Dr. A.K. Pradeep as depicte...

    Image by Dr. Pradeep / Neurofocus via CrunchBase

    rk of scientists and applying it to marketing.

  • We measure attention, emotion, retention
  • 100 million bits of information going to the brain and we process 40. yeah, 40.
  • You don’t pay conscious attention as you navigate a store. Things you do to pull attention aren’t working.
  • Why are you tired after shopping for three aisles? Your hungry computer brain has been very busy. Attention is very important.
  • Emotion can be measured directly in the brain. Don’t ask consumers how they feel. The act of thinking about it, changes it. Don’t ask your spouse if they love you. 🙂
  • Retention: One scene of an ad or movie reminds you of the entire ad or movie. There is no media spend for that replay of the ad. Reactivate the ad at the point of purchase.
  • Purchase intent – motivation to buy. Novelty, brain loves newness. Your brain is constantly asking is this new, is this new, is this new [i do that in EVERY presentation 🙂 ]  Awareness – did you get it?
  • You can measure all of this without asking one single question.
  • What does the brain say is a superior shopping experience?
  • How easy and intuitive is it to get information? Do we overload brain? Any time attention goes down and memory goes up, the brain is telling you its intuitive.
  • Interaction – can you interact with the product? Apple store lets you play with everyone. Other stores have everything under lock and key because I don’t trust you.
  • I’m sure you talk about the homunculus every day [this guy is funny!] 60% is dedicated to palms and lips. do you let people use their palms? The cart you’re pushing doesn’t count.
  • Coke in a bottle tastes better than a can. The shape, the ridges, the round glass, your brain is firing.
  • Why is he asking questions? He doesn’t really care what we think. He is pushing for interaction.
  • Entertainment – We need a break. Talk to their brain not just their wallet. Entertainment is emotional. It takes away from attention.
  • Education – Give me one single fact, even just one per day. People will go to your restaurant wondering what your daily fact is. The brain loves this. It doesn’t have to be amazing. We like the stupid stories on the back of packages about how hard the founder worked and nobody helped him ever. When you know where something comes from, your brain thinks it is superior information. That’s a good fact.
  • Simplicity – Don’t make me waste my energy. We can count to three. The brain loves three. Step 1,2,3. Take 7 down to 3. Maybe we just need three commandments instead of ten. 🙂 Simplicity is the rule of 3. The cereal aisle is the worst aisle. it all looks the same. they’re all seemingly different. It looks like someone walked through the aisle and threw up with all those colours. [this guy is HILARIOUS!]
  • Self-worth or self-esteem – have i made my consumer feel better about themselves by picking my product?  It doesn’t have to come from someone saying how smart or great you are. A puzzle that you solve can do it. How do I get shoppers in my aisle? Not balloons, not signs, put a mirror. 🙂 The mirror is a compliment. [ok, we’re all laughing now] This is brain food.
  • Community – A part of us is still a teenager. Biologically, teenagers cannot reason as well but they do understand the language of emotion. “Do your homework and you’ll make me happy” makes more sense than “Do your homework and you’ll get a good job”. Your ability to reason is behind emotions. The brain finds safety in groups. Community is critical and comforting for the human brain. This is why facebook is powerful. A community in the store, at the aisle?
  • It is not the promotions that make a better experience. It is superior when the consumer lingers in the store.

Beyond Ethnography by Paulette Kish #TMRE #MRX

Live blogs by @LoveStats of @Conversition. This is a session summary from The Market Research Event by IIR in Orlando, Florida, November 2011. It was posted mere minutes after completion of the talk. Any inaccuracies are my own. Any humorous side remarks are also my own. Feel free to leave comments and critiques.

***                                                                                                          ***

  • The less you reflect your consumers, the more you need to build empathy
  • Dogs to empathy very well :). They have instinctual way to get to know each other. Humans don’t have that sniffing benefit. 🙂
  • Some places attract certain people like Harley Davidson, Apple, Avon. You work for them because you like them.
  • Leadership needs to understand consumer
  • When you look in the mirror, do you see your consumer “I don’t do the shopping” “I use the company store” “I don’t have time for twitter” These are empathy gaps.
  • We KNOW what they feel. We know HOW they think and what they do. We need to FEEL what they feel. We can relate to WHY they think. We need to turn knowledge into the ability to feel.
  • Research tools help but they are not sufficient

    Harley-Davidson Hummer single-cylinder motorcycle

    Image via Wikipedia

  • Cultivate empathy! [I really like this. This is a unique perspective]
  • Working in beverages, she always sipped product. She didn’t drink a pop like a consumer would. Taste is not everything.  She brought the 11 ounce bottle to a meeting and told people to drink it. They couldnt’ finish the bottle. Do what the consumer will be doing. Put it in the right behaviour. Look at satiation and wear out for beverages.
  • Empathize with people who have a different situation. Open packages with gloves on.
  • Walk in your shoppers shoes. Wear their hats.
  • Touch point inventory. Consumer sabbatical. Empathy journal.
  • Touchpoint is process of each phase of shopper journey. Inventory of touchpoints. Identify empathy gaps. Explore, prepare, consumer, restore, dispose, shop, buy, transport, returnign it, read, wathc listen, share it
  • Sabbatical -if you aren’t a shopper, go shopping. if you don’t cook, cook. If you don’t have kids, borrow some (don’t steal them). Set a tight budget, plan and shop for 5, prepare and serve all week. See where the tradeoffs are. Don’t imagine it, do it.[love this ]
  • Journal your feels, look for patterns. detail all the facts and your feelings, opinions, emotions.
  • Company culture – get more people involved, immersion retreat or extreme ethnography [EXTREME!!!!] Moving a focus group to a different room does not count
  • Engage senior leadership, project teams, move away from the office, mix job functions, debrief every day. Discuss how it impacts your business.
  • do it at least once per year, but three seasonal sessions works well.
  • Digital discover – look at online language, read it, immerse yourself, follow the links
  • Get off the couch, get beyond migrated qualitative – shadowing, day in the life, no videos, no cameras, mystery shopping, get into personal ethnography.

Beyond Ethnography: Creating a Culture
Committed to Consumer Empathy
Paulette Kish, Strategic Insights Officer, Mars Petcare

Anthropological use of Mobile Tech by Mimi Ito #TMRE #MRX

Live blogs by @LoveStats of @Conversition. This is a session summary from The Market Research Event by IIR in Orlando, Florida, November 2011. It was posted mere minutes after completion of the talk. Any inaccuracies are my own. Any humorous side remarks are also my own. Feel free to leave comments and critiques.

***                                                                                                          ***

An Anthropological Presentation of the Use of Mobile Tech & Digital

mobile phone text message

Image via Wikipedia

Media in Everyday Life
Mimi Ito, Professor in Residence, Department of Anthropology and Department of Informatics at the University of California, Irvine

  • When and how does diversity matter? Which young people are the influencers?
  • Friendship driven participation – most common practices, myspace, instant messaging switched to facebook and text messaging. managing status among friends, flirting, being popular.
  • Interest driven participation – kids who are marginal, seen as different, smarter, digital generation, creating youtube videos, mixing movies, not most common, it’s diversity, niche trends.
  • facebook is people you went to school with. tumblr is people you wish you went to school with.
  • online culture breaks down clearly between geeks and social centered world. [i’m on the geek side. and proud of it. 🙂 ]
  • Japan was first country to really have mobile internet. People went online because it was a way of sending text messages across platforms.
  • For youth, a mobile phone is a piece of private space.
  • Why were teen messages content free? R U Up? You rawk. Gnight. These messages are only about keeping a warm connection with someone. It’s a shared social space. Teens know you need to return a text within 20 minutes or apologize for being late.
  • Early adoption was led by guys but then it was taken over by girls, but not very different. But the forms of engagement were very different.
  • Networks moved away from the youth demographic. Moms and teachers are here now. We just saw a dip down in adoption by younger people. SM space is becoming old fogey for teenagers now.
  • Females text 30% more than males. Texting by teens if massively off the chart compared to all other age groups.
  • PC access to social networks is a bit flat but mobile access is massive
  • Pokemon arrived in the 90s. New adults now grew up with media. Second most successful franchise every (after mario). Trading cards followed. This media had more than good guy, bad guy, girl. it had hundreds of characters, ridiculously differentiated set of media. Invites collections, trading, social currency. There is flocking behavior, a common language. harder to participate, belong if you don’t have it.
  • It’s about creating content as well. strong connection with a franchise, sharing tips and cheats, sharing videos of games,
  • In the US, average player is 37, 42% are female, 45% of parents play with their kids weekly.
  • GREE is japan’s largest social network. Optimized for mobile. Centered around gameplay, avatars. Mobage is popular, Misi is losing popularity, Ameba is popular. newer sites are more mobile. Mobile is more popular because frequency of access is higher. Revenue model is based on virtual goods, subscriptions not ads.
  • In 2010, a portable console became the leading console, Nintendo DS.
  • Blacks and latinos are leading white and asian counterparts in growth/use of social media.
  • Price point of SmartSocialMobile is dropping to where majority of teens can afford it.
  • The typical teens don’t set the trends. It’s the geeks who do that. There are shared values around participating, engaging, but it is highly segmented because personalization is huge.

BP Shopper Insights Neurometric Case Study #TMRE #MRX

Live blogs by @LoveStats! This is a session summary from The Market Research Event by IIR in Orlando, Florida, November 2011. It was posted mere minutes after completion of the talk. Any inaccuracies are my own. Any humorous side remarks are also my own. Feel free to leave comments and critiques.

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2:15 – Engaging Fuel Consumers at the Street & the Pump: BP

Pay-at-the-pump gasoline pump in Indiana, Unit...

Image via Wikipedia

Shopper Insights Neurometric Case Study
EmSense and BP

  • 10000 British Petroleum gas stations and over 2 million consumers every day [BP is a great social media data quality case study – BP=blood pressure, basis points, brad pitt]
  • How do consumers interact with the gas station and visual elements. focus of what people do not what people say. [actions always speak louder than words]
  • What do people notice when they’re looking at gas stations as they drive down the street?
  • Recruited people once they arrived at the gas station so they could monitor the entire pumping experience. Needed equipment that function under varying degrees of naturalsunlight, uncontrolled lighting. Had to be able to move around.
  • Interested in cognition and emotion – easy/difficult/thinking vs like/hate [finally some methodology!]
  • Recruited several hundred people over 2 weeks. Took 20 minutes to complete each person’s gas pumping experience. Had to choose representative pumps because all the pumps are different.
  • Where do they while they pump? Right at the pump. Not at other cars. Not at the signage across the way. Pumps are quite tall and signs on top of the pump are out of site and people don’t look there. They look immediately around the price section of the pump.
  • Now a Drive-In study where you can’t hook people up with equipment. Apparently lawyers don’t like that. 🙂
  • What do drivers notice on approach? They showed videos of people approaching gas stations. Once they pass the station, people don’t think about that station anymore. Canopy tops are noted. Amenities are noticed. Price is noted. “Light approaches” are  missed [I don’t know what that is.]
  • Had people drive in to the station.  Did they noticeanything? The more cluttered pump caused confusion. The less busy pump was more enjoyable. Consumer ratings confirmed those results. Consumers want a clean station.
  • [Love how the new methods validate existing methods and identify parts where we thought wrong. See? One method does not fit all. And, one method’s results should not transfer identically.]

Better way to Use Segmentation by YUM!, TNS, and Taco Bell #TMRE #MRX

Live blogs by @LoveStats! This is a session summary from The

The classic Taco Bell logo used from 1985 to 1...

Image via Wikipedia

Market Research Event by IIR in Orlando, Florida, November 2011. It was posted mere minutes after completion of the talk. Any inaccuracies are my own. Any humorous side remarks are also my own. Feel free to leave comments and critiques.

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8:00 – A Better Way to Use Segmentation for Strategic Product

Planning & to Drive Innovation
Debra Kassarjian, Director, Customer Experience, YUM Brands
John Essegian, EVP Client Service, TNS

  • Wanted to develop a new menu architecture. It was time for an update. Where were the innovation opportunities.
    HARNESS THE POWER!  [Buzzword bingo 🙂 ]
  • Need to get the information and how to activate it
  • Great segmentation integrates brand, consumer,competitive landscape to  identify gaps; holistic; living document
  • It is NOT target user groups in isolation; a tracker with brand ratings; put it on the shelf
  • Most common downfalls – only identified segments, not linked to opportunities, not at product level; can’t communicate them, lack of organizational structure to bring to life
  • 2001 – no innovation, test market was 50/50 successful, no up-front insights, too much spent on product testing
  • Needed more comprehensive approach to developing new products; melting cheese on everything doesn’t cut it 🙂  [although that does work for me]
  • Started with 2 hours indepth interviews and projective techniques, make people talk about QSR in a way they never have [now @Zebrabites is listening]
  • Take qual work into quant work
  • Used cluster analysis, factor analysis, no magic there [shocking, most people like to think their analysis is unique when it really isn’t 🙂 ]
  • Thought they had “big” covered but they didn’t; restructured so they had a pillar focusing on this area; they had focused on flavours not world of big and meaty and humungous
  • They went barhopping and restaurant visiting with menand their friends
  • Developed 4 to 5 years of pipeline out of this one area
  • Why go to Taco Bell? Sit and stay, waiting for paycheck, on the go, only the best meat, hungry man, fresh and tasty; these create a lot of profile information – demographics, visit motivators
  • Plotted 56 of their menu items to see role and where there are gaps
  • “Live life large” Big fun, big events, big food
  • Led to Triple Steak, 5 buck box, L chalupa, volcano menu, fully loaded nachs; Their ads focus on how huge the food is.
  • [I think everyone wants Taco Bell for lunch after seeing a series of ads focusing on “Big”]
  • They realized they didn’t move fast enough on some of stages – snackwrap, quality. They still need to do beverages, breakfasts, hispanic needs
  • Success rate in 2010 was 80%, consumer based ideas, 90% success at height of program [Now THAT is increased ROI!]
  • Then she moved to Pizza Hut where the situation was the same. 50% success rate at beginning and they had to start all over
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