Chaired by Marc Engel
Service Recovery, Gurt and Paul from Feedtrail
- [presented with 11 minutes notice so huge kudos to you!)
- Customer feedback program that measures the experience immediately not 2 days or 2 months from now
- Helps you ensure the appropriate person knows about the problem immediately so the issue can be resolved immediately
- You don’t need to wait until the end of your hotel experience to give your review of the bed or the bathroom. Give your review now so they can fix things when you still need them fixed,
Email is Dead. PowerPoint is Dead. Smart Video is Now the Killer Way to Communicate Insights! By Paul Field (Touchcast)
- [they set up a live green screen, he’s running all his slides from his cell phone]
- It’s easier to talk with people using video, more memorable, more expressive, more human
- You can show videos, products, documents, polls, surveys, quizzes but also be on the screen yourself to point at things or write on the screen
- They’ve included instagram style filters but nobody uses them. But of course people would be upset if there were no filters 🙂
Empathy: The Real Killer App for Insights by Katja Cahoon (Beacon)
- [game to play: write down all the numbers she will say and answer the questions that are to come]
- Most people write down the four primary colours, bed/table/chair/desk, and Einstein. Most people choose the same set of common words due to stress and bias, stereotyped, programmed ways of thinking. It’s hard to break out of them during pressure. It happens so during brainstorming sessions too.
- You can ask questions a different way and get completely different answers. Questions help you develop empathy.
- Perspective taking – consider from the perspective of the consumer, do you feel you know everything, have you walked in the consumers shoes, have you worn the adult diapers yourself?
- Don’t judge – is your team diverse or biased?
- Recognize the emotion in others – do we truly feel what they’re feeling or are we just measuring it
- Communicate the emotion and understanding – use cocreation
- Get out of the well worn thought pathways and brush aside the stereotypes
How to Drive Smarter Product Decisions with Agile Research by Thor Ernstsson (Alpha)
- Old research is gated decision making, decisions are irreversible, consensus is required.
- Agile research is high velocity, decisions are reversible, there is disagreement and committment
- We aren’t building space ships, it’s basic products
- The problem is never the idea, most people are in their jobs because they know what they are doing
- It’s okay to launch small decisions that are wrong and reversible that you can continually improve on
- Change your bias from planning to acting, change from being comfortably predictable to uncomfortably unpredictable, go from upfront exhaustive research to iterative experimentation
- Be ruthlessly outcome oriented
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.]
- Wonder about the yellow line on the football field when you’re watching TV? that’s it
- alterometers and gyroscopes in devices are important [spelling?]
- the device makes it look like a zombie jumps out of a poster and stands besides you for a picture [wow, looks real!]
- we can use computer vision to recognize packaging, uses these images to add them to a shopping list, when the shopping list is done you can ‘reward’ them with a littl virtual reality video like the zombie
- using the camera, you can point your phone at a blank wall and “add” a fridge, add drinks to the fridge, change the branding on the bridge, and it looks real on your phone
- other people can see what’s on the phone and change it based on your reactions
- people have trouble jumping from printed instructions to the actual product [oh goodness, i had a HORRID time with the IIEX map especially since the doors were not indicated]
- dynamic tags can show up on your phone as you point it at the thing you’re trying to understand
- call center can then circle on your device where the problem is if you’re really can’t follow
- http://www.cn2tech.com, http://cn2.merlinmobility.com/
- [ok now THIS is what i wanted to hear about! finally a truly innovative presentation. very very cool. je suis excited!]
Where VR meets marketing research by Steve Needel
- innovation does not equal extravgent or expensive
- it is important when you need a better tool for the job, but do you really need a better tool
- what is on the shelf – pricing, shelf assortmet, shelf layout, packaging, promotions, new product introductions, substitution behavior
- people think they are testing a new way of shopping at home, asked to shop as they normally shop, they take them to each section they want them to shop at, usually test 3 sections
- often screen for pasta sauce as most people buy this [love it, great data quality measure]
- they can pick up products and see a video about the product
- japan has 28 feet of toothpaste space whereas we normally have 9 feet of space [love these cultural differences 🙂 ]
- program measures how long they spend time shopping, no questions at all, look at what people pick up, how long they look, which products they buy, the order of buying
- can ask any questions after the shopping
- virtual reality – shelf looks same every time, task is easy and interesting, control environment, confidential for client and for shopper, very important for contraception research
- used to set up a mock store at a shopping mall, but the shelves are often a mess and people are often embarrassed to let people see them shop for things
- but remember, it’s only a simulation. but the results mirror reality very well
- do you need a whole store? of course not. use the right tool for the job. show the category, the aisle, or the store as necessary
- [Number 2 interesting session 🙂 ]
Pointivo – Recreating your world in 3D by Dan Ciprari
- use a phone to automatically determine the size and shape of anything, like windows on a house, or flooring in your home, imagine ordering new windows and carpets this way!
- can use a drone to take pictures in awkward places
- can get to pixel level accuracy, only depends on quality of the camera
- drone photo of a roof, for instance a large and unusual shaped church
- walk around your house with an iphone and take a video. then it changes into a perfect 3d image of your house
- good for choosing household components in real time in their own home
- much richer experience if the animated video is based off reality
If you’re not yet excited about statistics, get ready because Hans is definitely excited and he will bring you along for ride. My favourite part: The average person has more than the average number of legs.
Here is a four minute preview of his talk.
But be sure to find an hour to watch this hour long video.
To zero or not to zero, that is the question #MRX
A Pie Chart of my Favourite bars…
Data Tables: The scourge of falsely significant results #MRX
Researchers Discover The Sixth Sense #MRX
Approximately Correct Is Better than Precisely Incorrect