For the second time in two weeks I am humbled to accept an award.
This evening, the Research Liberation Front awarded me with a Ginny Valentine Badge of Courage for calling the industry to account. I guess what this means is that from now on, I am no longer encouraged but rather required to name names when conferences don’t create gender parity on stage.
It is too late to say you didn’t realize it wasn’t balanced. Too late to say you tried. Too late to say women didn’t submit.
When people don’t see themselves on stage, they feel like they are not part of the community. If your conference doesn’t go above and beyond to create parity on stage, ask yourself if you truly care about it, if you truly want to see it at the next conference. If you can’t do it today, then why would women/minorities want to submit to your next conference.
CREATE the change we want to see.
And ladies, HOLD UP YOUR END OF THE BARGAIN. Submit to conferences, say YES when you are offered a spot, push your female colleagues to submit and speak.
Live blogged at Esomar in Dublin. Any errors or bad jokes are my own.
Driving success through big data segmentation
- Australia affected by the global financial crisis, growth rate almost stopped, increase in unemployment, reduced household wealth
- GE consumers were trying to pay off their debt balances, also high losses
- needed to identify the new norm, how did consumers feel after this crisis, can we build a segmentation
- success factors were driving cultural transformation, fine tune value proposition
- needed to engage senior stake holders, involve agency partners at every step
- did an audit of GE’s customer data
- two samples, 3000 people around australia, 5000 people from GE database, link the two together
- what is the new norm?
- australians felt destabalized, the signs weren’t good, felt vulnerable, pessimistic, uncertain about the future
- they wanted control over whatever they could, they could control their spending, new norm was to live within your means
- needed a unique GE segmentation that lived on the GE database
- don’t sit back once the research is underway
- used videos, handbooks, training packs, reference desk stands
- everyone knows the target segments and understands them
- they saw actual change as a result – different people could talk to each other and understand each other
- net promoter score went up 5 points [cue all the NPS isn’t enough arguments]
- saw improved sales measures, increases in sales, this led to them training the entire company on segmentation
- essential to have senior management endorsement
- essential to have committment to change, high quality research agencies, education, communication, make outcomes tangible by putting numbers on the outcomes
Reinventing convenience store food
- [huge fan of the 7/11 slurpee! woot!]
- 620 stores in australia, all franchised, 1.5 billion annually, 6 customers per second
- how to become a destination for food on the go
- it wasn’t in decline, but they did make it grow
- did a knowledge audit with many stakeholders
- did a qual phase with real people, took them on a bus to various stores
- also did a quant phase with 1000 people
- 3 key things: shoppers trust quality and freshness, customers prefer no service, customers see it as fast food
- hot food still rated high on trust but not as high as chips and candy
- but people didn’t think the store was fun or attractive, looked bland, no sense of discovery
- nailed efficiency but not the experience [yup, if I wanted to talk to restaurant staff, I’d go to hungry jack]
- people want to be left alone in the store – anonymity, no judgement, freedom, naughty fun, gives them control and flexibility with flavours and additives
- on a survey, they ranked with burger king, subway, kfc, hungry jack as a fast food store – they both offer real meals – i.e., a meal is a chocolate bar, chips and a pop [LOL yeah, i get it 🙂 ]
- each meal has different marketing needs, needed to build craving for lesser known products
- growing in appeal and affinity in this category finally
- [This is my choice as the winner, hope you win!]
Using survey data to target customers and increase ROI through digital media
- conversion model to identify consumers willing to spend more on your brand
- survey of 10 000 travelers of 7 brands of holiday inn brands, about 2200 open to staying at holiday inn in the future
- [quite the sales pitch here. you can ALWAYS discuss a product without making it a sales pitch 😦 ]
- scaled 2200 travels into 15 million travels with a look alike model of internet behaviour
- four outside companies played a role in creating ads, tagging and measuring the campaign, purchasing the audience
- 500% increase in bookings
- [didn’t get to see a model 😦 ]
These are the three finalists in the talent contest
Measuring Emotions: Automatic Quantification of Emotions on a Huge-scale using Webcams and the Cloud by Daniel McDuff, Massachusetts Institute of Technology, USA
- Measuring via surveys misses some aspects including emotions, you can capture visceral responses, facial responses
- Used webcam to capture people watching content in a natural environment – their living room. Have collected hundred of thousands of responses now. Have looked at how these measurements predict marketing effectiveness. What makes people share a video?
- These approaches are quantifiable and automatic. Simply need a camera on a laptop, tablet, or phone.
- Look at eyebrow raises, smiles, smirks, nose wrinkles, upper lip raising; Extract blood flow, heart rate in skin by looking at colour changes
- Can do it over the internet, globally, every country around the world from your desktop
- Accurate predictions of ad likability [is it better than other methods, more useful than other methods?]
- Measured 170 ads – More accurate than self-report alone
- 2012 US election campaign – evaluated responses to the debate, collected data in real time, in 24 hours from debate time they had thousands of reactions that couldn’t be got in a lab
- Use it to rate online courses – which parts of lectures are boring, too complicated and frustrating
- FOMO – fear of missing out if you don’t have your mobile device
- Why do we feel the need to constantly check out devices? How does this impact our well-being?
- Motivation science: Prevention – concerned about safety and security; Promotion – concerned about gains and advancements
- Regulatory mode: Assessment – what is real and true; Locomation – maintain movement, sometimes for the sake of change
- Collected passive data – number times devices accessed, apps opened, length of time online and apps used
- High assessors want to know what is real and true and they access deliberately far more often than anyone, the device is a resource for fulfilling motivations of acquiring new information
- Low Preventers feel they are being bad at being vigilant and use devices to help them be vigilant. It improves well being for them. It’s not neurotic and compulsive as we think
- “Alone Together” Book about connecting with people around the world but forgetting the person sitting next to you [NOT true, i’m tweeting with the person sitting next to me 🙂 ]
- Suicide because they are gay – this is a reality in India. Culture does not accept it yet. #HomosexualityIsACrime. [This is infuriating!]
- Must stay in the closet as they are seen as criminals
- We can’t NOT talk about this
- MSM – Men who have sex with men
- Stigmatized, mockery, discriminated against, vulnerable, prejudiced – many programs have been unsuccessful because community is too frightened to be noticed as part of a program
- How do you reach 1650 hard to reach MSM – not registered as part of programs or services
- The effeminate men are easier to see but their partners can blend into the regular culture much easier. Very hard to find them.
- Forget probability sampling. Huge privacy concerns. Snowballing is not representative, limited control, and skewed. It is convenient and practical. [Delighted to hear someone talk about less than stellar methodology. THIS is reality.]
- Used instead respondent driven sampling – #RDS. Peers do it better, seed selection, coupon allotment, dual system of incentives. 3-4 coupons per participant.
- can estimate network size, greater control, more representative, more external validity
- Physical space for interviews was a challenge. Lots of resistance from neighborhood that didn’t want MSMs near them.
- could not take names or details so they used optical scanner and fingerprinting. Not mandatory but still interviewed. Used to track risk behaviours over time.
- Informed consent was a mandate. Everyone had to be trained and certified.
- #RDS works in a close knit community. Artists, Auto research, weight loss clubs, financial services, surrogate buffers
Winner of the Young Researcher of the Year Award is….Pallavi Dhall. YAY!!!
- Peanut Labs Ask-Me-Anything with special guest Jim Bryson (web.peanutlabs.com)
- Tracking the Footprint of the Digital Consumer #ESOMAR #MRX
- Seeking Inspiration in Silence: Conducting research without asking questions
- Brain tricks and insights without interviews #ESOMAR #MRX
- How old do you feel and should brands care? #ESOMAR #MRX
- The Bakery Review: A Daily Blog of the Macarons of Nice, France
- The Gender Bias Rears its Face #ESOMAR #MRX
When David Hardin died in 1994 after a courageous battle with cancer, his friends, colleagues and family created an endowment in his name through the AMAF to honor his many contributions to the field of marketing. This award recognizes the best article or paper, based on innovativeness of the research, its usefulness and applicability for other researchers, and the potential societal or economic benefits or implications of the research, published in Marketing Research in a given year.
Abstract: Social media research holds a great deal of promise for those who can tap into its tremendous potential. As this article points out, it is likely to succeed in areas such as tracking research, campaign research, usage and attitude research, and segmentation research. Like any new methodology, however, SMR it has its share of perils and disappointments. Despite some unresolved issues with data reliability and quality, the science of SMR seems destined to prevail.
This is one time where I have to admit, I’m truly honoured. .
I’d like to start by thanking my mom and my dad for making this possible. 🙂
But I really need to give credit to the wonderful behind the scenes team at Conversition, the folks who have no public persona, and without whom I’d having nothing to write about. Our fabulous programmers are top notch in quality and creativity, always building more and better than we ask for. Our data analysts are smart, quick, thorough and as the days go by, they are starting to teach me more than I have taught them. Thank you team for creating great data that lets me write great articles.
And thank you to the AMAF. You really like me!
- What Market Research in the Mobile World means to me #MRX #MRMW (lovestats.wordpress.com)
- Information should be free and other fallacies #MRX #MRMW (lovestats.wordpress.com)
- A Plea to the Canadian Government #MRX (lovestats.wordpress.com)
Everybody deserves a little recognition once in a while. Many of us do good deeds on a regular basis and are never recognized for those accomplishments. Today, however, is your chance to shine.
Do you qualify for any of these awards? Then be proud and claim them! Copy the link and post the awards on your website. But be honest. Falsely claiming awards will result in your name being published on Santa Clause’s naughty list. Just sayin.
Congratulations to some friends at Ipsos!
The ARF congratulates the esteemed recipients of the ARF 2009 Great Mind Awards! The Awards were presented on Wednesday, April 1 at a special luncheon during Re:think 2009: The ARF Annual Convention + Expo. Sponsored by Harris Interactive, The ARF Great Mind Awards recognize individuals who bring excellence to advertising research in the categories of research innovation, rising research stars, important member contributions to the field and lifetime contributors to the industry and ARF.
For individuals who made an outstanding contribution to the ARF in the prior year. From above-and-beyond duty to providing pro-bono services, these are members who have made significant contributions to the success of the ARF and the industry.
Efrain Ribeiro – Ipsos
Renee Smith – Ipsos
[copied from the ARF website]