Adding innovative techniques to a researcher’s toolbox by Julie Mon, Vanguard
- They use research companies from among our midst but also a lot of other providers who don’t call themselves researchers.
- Research used to happen top down, and only show it to clients once the research was polished. Now they talk to clients first, and then involve the businesseses afterwards.
- They use IDIs, diary studies, ethnography, eye-tracking, surveys, card sorts, click tests, tree tests, but also newer techniques like design sprints, lean startup, design thinking from user experience research
- Design thinking: empathize, analyze, synthesis, envision. They used small sample sizes, 6 per region across the country. They started broad and asked general questions about people’s lives and goals, how they organize their money.
- Design sprints started with research and brainstorming and in total took 2 or 3 days. They started with competitive research and then brough in ideas from design thinking stage. They came up with a prototype and built a wireframe and then tested a handwritten wireframe with clients.
- Collected contextual, heart breaking and heart warming stories around the research that people still talk about.
Translating emotion science into digital experiences by Jeremy Pincus, Isobar
- Traditional copy testing measures attitude toward the brand, purchase, recall, memories. But this is not in the moment. It’s highly rational and people in action aren’t rational.
- Normal biometrics are facial coding but you cant see the face in VR. Google daydream helps but it’s only a simulation of a face, not their real face. Normal eye tracking won’t work. Many of these technologies hide much of your face.
- Use heart rate, galvanic skin response and other techniques that get right at your physiology.
- Measure attention (heart rate, GSR), attention (facial), arousal.
Is there room for science fiction prototyping in the research industry by Ari Popper, SciFutures
- Early tech is deceptively disappointing.
- Superpowers – superhomes are adaptive, responsive, learning, insightful. AI will make our homes become extensions of ourselves. What real time data will we get from these homes.
- Superhumans – sense no visible light, radio waves, current, magnetic fields, photons, radiation
- Supermobility – autonomous driving and implications for impulse purchases, decreasing use of convenience stores, road infrastructure, insurance
- Robots and AI – Lowes has a robot customer service function, they speak 20 languages, can help you find anything in the store, monitor story inventory
- B2A – business to algorithm [watch this term people!] Robots might become another form of civil struggle and rights. Will you outsource all your decision making to AI?
- Futuristic product placement – fedex delivery robot, Taco Bell tablets, the shoe in Back to the Future
- Prototyping in VR – model realistic environments and products and then do research to get the biometrics and emotional measures
- Grocery store before AR, but after Augmented Reality every package will be messagedexactly to you, also the price and colours. We’ll know exactly every item that was touched or looked at or pushed aside. VR hacks the brain and transports you to a different environment. It is improving FAST.
- Imagine testing a new shopping experience with little kids in tow, or cleaning a bathroom twice the size of your own.
- [Really nice talk to help you get up to speed in these new technologies.]
Live note-taking at #IIeX in Atlanta. Any errors or bad jokes are my own.
- We live in the exponential age, how do we take advantage of this
- Amazon Alexa, Airbnb, uber, these are causing disruption
- Driven by emerging technologies; Internet of things, virtual reality, 3D printing, robotics, emerging tech
- Access imagination of fiction writers, got hundreds of business people to write fiction stories about the future, what executives anticipate the future will be
- Smart homes, personal assistants, disinter mediated markets, deleting disabilities
- Smart homes – starts with a sensor, industrial grade technology is making it’s way to consumers, anticipate our needs
- Personal assistants – will we fall in love with our OS, algorithms will know us, insights will be better if we trust them with our data, SIRI Amazon Alexa
- AUtonomous commuting – it’s no longer 20 years away, only thing stopping it is regulation
- Video of grocery store with intelligence, products talk to you based on what you need and want
- VR is very immersive and improving fast, profound technology, it hacks the brain and people run into walls [my colleagues tried google cardboard which is a poor mans version and they were screaming and falling 🙂 ]
- Amazon Alexa – voice portal to Amazon,
- We bold and outrageous in predictions about the future, so bold that people won’t believe us, then we will predict the future
- Storytelling and creativity is the way to get to the future, imagination is more open to anything
- People are more likely to change their beliefs systems if you tell them a story
- People plus technology humanizes the future
- City of the future – anthology of the future – book they put together
- Lowe’s is doing incredible book in VR, simulation, home improvement simulation
- Selling more Alexas now than kindles, there are unintended consequences of having Alexa in the home, kids are treating it like a slave, want people to think about it is a digital Mary Poppins, Teach Alexa to request please and thank you or say things like “what’s the magic work”
Welcome to the virtual MRIA 2011 annual conference! This post reflects my personal musings and interpretations of this presentation. It was written during the presentation and posted minutes afterward. Any inaccuracies and silliness are my own.
President, BrainJuicer® North America
“The Latest Innovations in ‘We’search”
- People are unreliable witnesses but we are good at noticing other people and copying them. Decisions are completed before we “think” about them. We don’t think as much as we like to think we do. When one person does a strange task, no one pays attention. But when many people do, we pay attention. E.g., people staring at the sky. Fads, like croc shoes, are just people copying each other. A good marketing plan is realizing people like to copy each other. So why ask people what they would do if they are unreliable witnesses to their own behavior? We like to protect our ego.
- Mass prediction: The Wisdom of Crowds, Why the many are the smarter than the few. By James Surowiecki. If you want an accurate answer, speak to everyone in the room. The average of all “guesses” is uncannily close to reality. Ask people “If this product was on the market, would OTHER people by it?”
- It is as or more accurate than gold standard analytic testing. You can tease out poor ideas and polarizing ideas. It’s important that people decide independently of each other.
- “You don’t need to talk to the target sample” – Wow! Then what’s will all this rep sample work we try to do! Why don’t you talk to MY audience, why not rep samples, how can this possibly work? Did some side by side studies and the results correlated very high. People can empathize and predict what other people may or may not like.
- It doesn’t work with products that are so specialized people can’t relate or don’t understand. It works for mass products even if we’re not a customer ourself.
- Mass ethnography: “Observe consumers in their natural habitat” (Ha! We’re all in the zoo,) Can we use regular consumers to act as ethnographers for a study?
- Study: When German music played, German wine outsold French wine but people didn’t even realize music was playing.
- Department stores put the expensive stuff out front to frame you to accept the cheaper items once you walk into the store.
- Study: The way you frame the investigation causes people to interpret situations differently. They may interpret more factual conclusions or more social conclusions. E.g., people drink more at bars because they are 1) hot and stuffy or 2) social pressures.
- Netnography: Remember the spread of Swine Flu virus? In the first couple weeks, it was only in the US really, but the entire world percieved the threat and behaved as if there was a global problem. Charts make it hard to tell a story about a person but you can use twitter to bring charts to life, add personality. Find the words and phrases that your segment of people use, and prepare a rich profile of who these people are. It’s very qualitative but rich data. Bring segments to life.
- CoCreation: Use consumers to help you cocreate and innovate. Brainstorming may dumb down, internal politics, senior person has to be agreed with, may not be the best way to get creative ideas. American Idol is, in a sense, cocreation. The viewers have ownership and stake. They buy the albums. 6% of population is very creative, just think of a normal distribution of creativity. It’s a talent like any other. Creative people are prickly, difficult to get along with, don’t want to go with the flow. This doesn’t make in a brainstorming session. Brainstrorming is better for team building. They tested Most Creative 6% vs Brainstormers. Creatives helped with 6 of the 7 winning product ideas. They generate bad ideas too though.
- Annie Pettit, Chief #MRIA2011 Blogger (lovestats.wordpress.com)
- Pettit: Survey + Cell + SMR #MRIA2011 (lovestats.wordpress.com)
- Finn Raben: Privacy and Ethics Panel #MRIA2011 (lovestats.wordpress.com)
- John Furlong: VANOC CEO “The Vision That Changed a Nation” #MRIA2011 (lovestats.wordpress.com)
- This is what research heaven is #MRIA2011 #MRX (lovestats.wordpress.com)
- Speed Networking + Reception + Dinner #MRIA2011 (lovestats.wordpress.com)
- Kees de Jong: Panels are People #MRIA2011 (lovestats.wordpress.com)