Tag Archives: CASRO

Because it’s 2015: I challenge you to make your #MRX conference Diversity Approved

Demand that your conferences be Diversity Approved! (Tweet this post!)

When Canada’s new Prime Minister, Justin Trudeau, was asked why his cabinet was 50% male and 50% female, his answer was simple.  Because it’s 2015.  Such a simple answer to a long standing problem.

As I look back over 2015, I see that “because it’s 2015” didn’t apply to every market research conference. Some conferences had speaker lists that were 70% male.  Some conferences had speaker panels that were 100% male. No conferences had attendee lists nor industry lists that were 100% male let alone 70% male.

There are many reasons that men might be over-represented as speakers, but few that are acceptable.

  • Random chance.  As a lover of statistics, I accept that random chance will create some all male panels.  But since I’ve never seen an all female panel, random chance is not what’s at play here. If you’d rather see the math, Greg Martin calculated the chance of having all male speakers here. It’s not good.
  • 70% or more of submissions were from men.  That also is an acceptable reason.  If women aren’t submitting, then they can’t be selected. So on that note, it’s up to you ladies to make sure you submit at every chance you get. And don’t tell me you’re not good enough to speak. I ranted on that excuse already.
  • You haven’t heard of any women working in this area.  This excuse is unacceptable.  You can’t look for speakers only inside your own comfortable friend list.  Get out of your box.  Get online. There are tons of women talking about every conceivable industry issue. Find one woman and ask her for recommendations. You can start here: Data science, Marketing research, Statistics, Tech.
  • The best proposals happen to be from men. This excuse is also unacceptable. It demonstrates that you believe men are better than women. You need to broaden your perception of what ‘better’ means. Men and women speak in different ways so you need to listen in different ways.  It’s good for you.  Try it.

  • Women decline when we ask them to speak.  It’s a real shame particularly if women decline invitations more often than men. But any time a woman declines, ask her for a list of people she recommends.  And then consider the women on that list.  No women in the list? Then specifically ask her if she knows any women.
  • It’s a paid talk and they only sent men.  Know what? It’s okay to remind companies that their panel isn’t representative of the industry. You can suggest that they send a broader range of people.
  • We didn’t realize this was a problem. Inexcusable. Diversity has been an issue for years. People have been pointing this out to market research conferences for years.  The right time to fix things is always now.

When was the last time you prepared a sampling matrix balanced on age, gender, and ethnicity and then were pleased when it was 70% female, 70% age 50+, and 90% white? Never, that’s when. You stayed in field and implemented appropriate sampling techniques until your demographics were representative.  This is absolutely no different.

diversityapprovedSo, to every conference organizer out there, ESOMAR, CASRO, MRA, MRIA, ARF, MRS, AMSRS, ESRA, AAPOR, I challenge you to review and correct your speaker list before announcing it.

  • What percentage of submissions are from men versus women? Only when submissions are far from balanced is it acceptable for the acceptance list to be unbalanced.
  • Are there any all male panels? Are there any all female panels? (By the way, all female panels talking about female issues do NOT count.)
  • Are more than 55% of speakers male? Are more than 55% of speakers female?
  • Is the invited speaker list well balanced? There is zero reason for invited speakers to NOT be representative.
  • Did you actively ask companies to assist with ensuring that speakers were diverse?

If you can give appropriate answer to those questions, I invite you to publicly advertise your conference as Diversity Approved.

Will you accept this challenge for every conference you run in 2016? Will you:

  1. Post the gender ratio of submissions
  2. Post the gender ratio of acceptances
  3. Proudly advertise that your conference is “Diversity Approved”

Demand that your conferences be Diversity Approved! (Tweet this demand!)

Achieving success in the mobile revolution by Tom Webster #CASRO #MRX

Live blogged in Nashville. Any errors or bad jokes are my own. Any typos are purely the fault of the ipad. [Peace and love to Gina.]

by Tom Webster

[I love Tom’s work. Delighted to be at one of his talks!]

Edison research does the exit polls for CNN, they have interviewers all across the nation waiting outside the polls. we need to understand the mobile human.

mobile is not a phone. it’s mobile behaviour. business used to be the butcher knew your name and kept a tab and they knew what cut of meat you wanted. remember Norm from Cheers, everyone always knew his name, they yelled his name, he never takes out his wallet, there’s always a beer at his seat, and no one is ever in ‘his’ seat.

[Hey Tom, don’t say you don’t understand numbers!]

It’s not about the phone. Giant outdoor concert, lollapalooza. everyone had a wristband. sold a lot more beer that way. let people forget about their phones.

Buckee’s is a convenience store/gas chain in texas. they thought about mobil humans. no phone strategy. they thought about number one need. the bathroom. they built palatial restrooms. they are cleaned every ten minutes. you will ‘hold it’ to get to their store. that’s a mobile strategy – think about the mobile human

How do we make our customers feel like ‘Norm.’

There is a huge gap.when people search for a brand online, it wasn’t a search. it was capturing a brand you already knew you wanted to buy because your friend said it was awesome not because you saw a google search ad. Google gets credit for things that are offline social transactions.

we rarely measure things on the same scale – billboards, banner ads, audio, podcasts, how do you compare these.

what solves the gap? our mobile device which is with us when we are online and offline. it is the common point. expands how we think of mobile research and surveys.

[Tom is a great speaker! Good off the cuff humour. 🙂 ]

Tesla really doesn’t have dealers or places to try their car. Most of what you know is from social. And most people DO know about Tesla. WHen he test drove the car, they could have asked him did he like the car, would he buy or recommend the car. but all they did was say thank you. they could have gathered so much information in that ‘mobile moment’ but they didn’t. they lost that opportunity.

Follow the humans – that’s the key.what tare they doing. what are their problems. where are the frictions in their transactions. can we use mobility to alleviate that. starbucks mobile app was designed by people watching humans. while you wait for coffee, you are on your phone texting tweeting snap chatting. people have to put their phone away to make their transaction. well why not just let them stay on their phone instead of shuffling through all their stuff to find their wallet. the app may be old school with a barcode but it works on every single device.

Torchy Taco – wanted to overhaul mobile app. wanted people order online. they are not a delivery service. people like to call ahead and pick up their order. They watched some of their humans. many people ordered while in their car on their way home from work. [PLEASE don’t text and drive] . They took mobile payment out of it. its just an ordering device. they don’t want people entering credit card while driving. the order system is ‘thumbable.’ really easy to click with just your thumb. it’s easy to click and buy taco, taco, taco. Our humans are driving so it needs to be easy. everyone logs in using facebook. no need to log into Torchy’s.

Every Dell server, on the back, has a QR code that goes directly to mobile documentation for that device. those people are on their hands and knees not at a desk.

get into the mobile mindset. this data is in your server logs. It’s kind of trivia. Intuit looked at their server logs to see which specific pages get more mobile access than other pages. found accountants did ‘accounting’ at their desk. but training was done at off moments on the bus in transit. so training files were completely mobile optimized, not just mobile better. this is just by looking at server logs. No “Insight-a-tron” 🙂

Get people at the point of sale. could be online or offline. every table at chilis has a kiosk for ordering or games. you can pay on it too. when you pay, it gives you a two question survey. way better than a comment card left on the table.

he hates the question – where did you hear about us. the drop box answers are often ‘friend.’ how do you increase your ‘friend’ budget as a marketer. better is to ask why did you choose us. point of sale is a great place to ask this.

COnsumer exit polls. entering or exiting a business is the perfect place to gather information. you can do a phone survey later but the response rate won’t be as high.

Taxonomies – you are never offline even when you are offline. new life for billboards, kiosks, radio. everyone offline moment is now an online moment. you can build on online following using offline methods – eg a billboard showing a twitter address.

You don’t want a mobile payment device for chips. you want a mobile device to enable chip eating – movies, football, drinking.

Mobile has killed the bar bet. anyone can find out anything on line. we don’t want to be cliff. we want to be norm. we want a one to one relationship. he uses Level Up to pay for everything. no transaction fees, loyalty programs built in. [is this an offline or online transaction? 🙂 ]

The Mobile Commerce Revolution is Tom’s book. [Everyone at CASRO get a free signed book. Insert YAY here 🙂 ]

Escaping The Zombie Data Apocalypse: It’s Alive! by Anthony Tasgal #CASRO #MRX

Live blogging from the #CASRO tech conference in Chicago. Any errors or bad jokes are my own.

Escaping The Zombie Data Apocalypse: It’s Alive! by Anthony Tasgal, Behavioral Economist & Storyteller, POV

  • can you push the envelope out of the box
  • you need to have a point of view whether you are a brand or person
  • what is the zombie data apocalypse
  • science does not mean more data
  • data is nothing without theory
  • before we demand more of data, we need to demand more of ourselves
  • we live in the attention economy, everyone is staring at you and a phone or a tablet or something else
  • we believe in safety in numbers – as long as there’s a number, it sounds more important
  • there is more to life than algorithms, we need to humanize people – but they’re already human? where have you been?
  • big data means we don’t need theory anymore? what the heck does this mean? you can’t apply data to human behaviour without theory
  • we are data rich, insight poor
  • clients are paying us for our intelligence
  • we are obsessed with metrics, we can’t stem the flow but it’s cramping our ability to think originally
  • do we need 300 charts? an insight can be a line or a word or a thought. we don’t need to see all the data in the main report
  • “Algorithm appointed board director” – this was news for Deep Knowledge company
  • Zombie data – data that is dead, cold, inert, of no use
  • Meaning – human beings trade in meaningfulness
  • Big data is in between – it’s not dead, it’s not alive. data that is theory free is zombie data.
  • the promised land is behavioural economics, insightment [process for understanding and thinking about insight], and storytelling
  • William James is the father of psychology, Henry James, the author, is the uncle of psychology.
  • Telling people doesn’t work. Emotion and impression management do.
  • If you make people lean forward or push, they will give better answers in a test. if you give them glasses, they will do better.
  • the industry suppresses this truth because the industry wants to believe people are predictable
  • people looking up and saying easy are unconsciously smiling and feeling happier. looking down and saying words that bring facial muscles down (you’ll) make you less happy.
  • how about placing a severed arm from a movie in an area where the demographics would want to see that movie. this is cheap. cheaper than billboards everywhere.
  • tell someone to NOT think of a polar bear. and they will. it’s hard to suppress something you’re told to suppress. what does that mean for politics, for juries!

  • the ad increased sales by 10%
  • people thought the diamond shape tasted better
  • and they launched a special promotional package that mixed diamond and square shreddies in the same package
  • data must be aligned to theory and human communication
  • data is useless without context – a severed arm in the street? sure, if it’s for a horror movie
  • human beings devour meaning, humans aren’t assets or design points, they desire meaning
  • information is to be collected and insight is to be connected, insight jumps out of nowhere, data doesn’t always allow that to happen
  • information does not create ideas, ideas come first because they produce information
  • stories translate information into emotion
  • storytelling has status – JK Rowling, Comedians
  • story – creates self, establishes identify, builds trust and empathy, is playful, is gossip worthy, its our universal and natural language
  • our species was not designed to work with excel or powerpoint but rather stories
  • our brains are designed to find meaning as in these pictures

 

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Emerging Innovations in Sampling Technologies with Kurt Knapton #CASRO #MRX

Live blogging from the #CASRO tech conference in Chicago. Any errors or bad jokes are my own.

Emerging Innovations in Sampling Technologies Moderated by Tim Macer, meaning limited

Hear from industry leaders about how they are employing technology to engage and manage respondents.


Patrick Comer

Bob Fawson

Kurt Knapton

Mark Simon

Tim Macer
  • Patrick Comer: we think about people who answer our surveys as completes, traffic, monetization when they are people.  need to think about the community.  have created community managers which may help with retention. have been doing a lot of app testing and some members are testing their own apps. Also have a TV detection tool as an app, only small group of people are testing it, it figures out what show they’re watching.  Is it possible to determine which kinds of surveys people abandon and then avoid sending those kinds of surveys to that person in the future?
  • Kurt Knapton: Mobile is not the future. It is now. Big rewards and pitfuls to participate and to be so slow to change.  in 2013, mobile surpassed desktop to go online. Half of all emails are read on mobile. People reach for their phones 150 times per day. [yes, i confess] Surveys can take longer on mobile because it takes more time to type on a phone. There is only so much time people will spend answering a survey on the go. Are we changing fast enough? Online to mobile is as big as the shift from phone to online 15 years ago but we only have about a fourth amount of time to make that transition. Solutions MUST embrace mobile, you could be at risk if you are not. Change creates opportunity, new metrics, new measurements. Take it out of subjective ratings. Evaluate every survey on how well it will work on mobile and aim for mobile friendly.  Why not rebate clients who have mobile optimized surveys?  [yeah!] Consider NOT sending mobile unfriendly surveys to responders, they won’t like it and they won’t answer it. Live sniffing of the device will help adjust a survey to suit the device being used, better grid formats, better question formats. Would YOU want to answer the survey? Would YOU abandon the survey. [be honest with yourself!]
  • Bob Fawson: we castigate ourselves for being slow but there is a quiet technology revolution going on. collecting big data, applying crm techniques to our data, processing and understanding our data more quickly. how do we process data to treat people as individuals and move more quickly on our processes
  • Patrick Comer: we are learning quickly from our peer industries. different regulatory environments. folding marketing data into research data, how do we manage that regulatory issue. changing fast enough? – maybe. be careful what you wish for.
  • [i’ll stop naming names now, sorry in advance]
  • there are more respondents available in databases that are not typically called panel.
  • constraint is data quality and data consistency but all marketers are dealing with this.
  • responders have fragmented attention even if we think it’s interesting, particularly when you consider what else they could be doing instead
  • behavioural data is also important
  • routers + relationships can be valuable
  • notion of failing fast is critical for our industry
  • we burned through responders with online surveys, should we plan to NOT do that this time?
  • we need to crack the problem of re-using data among datasets
  • if you want someone to download an app, or link to you, or scrape their data, you need a relationship of trust
  • the data that’s easy to get online is not particularly good, the lag in updating easy data is shocking
  • revolution is in how we store and use data
  • there are many quasi research tools with differing levels of quality
  • scale is increasingly important and gives you flexibility to solve the optimization problem
  • DIY solutions have leveled the playing field [yes, there are DIY sampling companies]
  • River is barely talked about today because we have so many premium options, great respondents, who’ve never seen the horrid long surveys
  • need to speed up our processes to stay competitive
  • automated distribution, buying, and selling of sample needs to improve
  • survey pricing can be dynamic, change during fielding depending on what it’s able to attract
  • people can now test different prices of sample and then decide which price gets them what they want
  • survey panels don’t use inferred data so the quality of demographics can be wonderful.
  • people don’t always say what they do or do what they say and whoever can match data together is going to win
  • a lot of the “new” technologies are now normal – river, routing, etc
  • opt-in permission opens a world of opportunity
  • clients don’t talk about responders or panelists, they talk about consumers [i prefer to talk about people, it’s new term for me, strange isn’t it!]
  • people are more open to sharing their entire profiles with companies now
  • public sentiment can change very quickly if you aren’t permission based

 

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Getting to Deeper Insights Using Real Time Mobile Phone Video Chats for Qualitative Research by Rachel Geltman #CASRO #MRX

Live blogging from the #CASRO tech conference in Chicago. Any errors or bad jokes are my own.

“Getting to Deeper Insights Using Real Time Mobile Phone Video Chats for Qualitative Research” by Rachel Geltman, CEO, Video Chat Network

  • starbucks case study – saw more vivid language describing the drink, before and after what they were expecting, sensory cues as they were drinking it, stronger reactions to the product versus a scale on a survey, role of a cup of coffee in a day
  • in-home experience was less visceral, more generic, professional descriptions, not the laughter and love seen in the in-store experience
  • case study with SUVs – they ensured safety of the driver first. more descriptive brand imagery, more reflections on themselves as drivers, more under the radar descriptions of tiny little things that no one really pays attention to.
  • in-home experience was more like listening to them recite a commercial they saw on TV, there is was conscious recall of things many of which could be forgotten. you can’t understand the experience of being in the vehicle
  • case study on mobile phone – it’s all about the touch, sensory experience of holding the phone, they’ve already done all the research, they know the pricing. people talk about how it feels, how it looks. people say the like to get a feel for the phone but they can’t put their hand around it because of the weight of the lock in the store [YEAH!!!!]
  • Embedded image permalinkin-home – they had to probe to see if people touched or picked up the phone. lots of talking about what people said or what the salesperson said. people would respond that they picked up the phone but they didn’t really talk about how the phone felt in their hands
  • in-environment testing is a powerful stimulator, more descriptive, more creative, more passionate, more insightful [GET THE WEIGHT OFF THE IN-STORE PHONE. sorry for yelling 🙂 ]
  • latent motivators like touching, sensing happens in-experience not in-home, very vivid and concrete language that a creative person would be desperate to get
  • really good for up-front developmental, exploratory research, good for ‘how should a store be designed’, what should the copy read, how should the packaging be designed

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The Future of Research Storytelling: Ethnographic Animation by Kate Ertmann #CASRO #MRX

Live blogging from the #CASRO tech conference in Chicago. Any errors or bad jokes are my own.

The Future of Research Storytelling: Ethnographic Animation by Kate Ertmann, President, Animation Dynamic, Inc.

  • grew up in film and tv, in front and behind screen
  • is animation just cartoons and  moving things? it’s not just steamboat willie
  • in snow white, everyone can related to at least one of the characters because it is such a great story
  • “The Don” changes everything, he is a digital native, he is an animator at her company, he looks at all types of media on any screen, doesn’t care what kind of screen tv theatre mobile tablet, doesn’t matter if it’s live action or cartoon
  • animation can be more engaging for the brain than real actors
  • animation generates significantly higher conceptual understanding
  • comprehension is higher for students who used computer animation – not just storytelling but comprehending
  • animation can show what your eye can’t see, present something that doesn’t exist, convey complex information, exist in time, allow you to feel an experience [the movie “UP” makes me cry and how fake is that!]
  • ethnography is the study of people today, from how people shop, at a certain, how do they clean their house, with this specific product; could be writing or videos, but how do you find meaning in that data, animation can be another tool for this
  • marble answering machine – 1992 Durrell Bishop’s visualization of a machine; get a visual and you experienced it for yourself, if it’s only in writing or a list, you wouldn’t experience the timing, the texture, the sound, can critique both good and bad of the system – what happens when my 3 year old gets ahold of the marbles?  the machine was never built which saved a lot of time and money
  • when people watch other people, they unconsciously look at the specific people – she’s too young/old, is she american, look at her shirt, i want her shoes – but if it’s just a blue outline of a person, you focus on what they’re doing not what they might be like
  • video of opening a package, for a left handed or right handed person, now test if your hands are wet from something else
  • test new products or processes out using an animation
  • scale the assets – ethnographic animation, ideation, new product visualization, virtual prototyping, working simulation, user testing, market introduction
  • people eventually get attached to the characters, name them, and talk about them as if they’re real, a visual can bring people together
  • it allows developers to see and feel what needs to happen, not just put a requirement to start building something, actually gives the beginning of the specs that engineers need to build it
  • Video connects real people in real situations, testimonials, talking heads, but animation means you can’t temporarily ignore demographics, nationality, gender. it’s not to manipulate the data, it’s to focus the data.
  • show off a new product with video but animations let you show it off before it exists
  • video lets your capture a moment like surprise and delight, but animation lets your iterate, change, customize and do it again
  • animation is not funny cartoons anymore, it’s a business tool
  • ethnographic animation captures people’s experiences – weight, children’s products
  • it does indeed scale
  • don’t be afraid of failing, don’t freak out about solving a problem perfectly right away

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The Power Of Big Data: How We Predicted the World’s Largest Music Poll Using Social Media by Nick Drewe #CASRO #MRX

Live blogging from the #CASRO tech conference in Chicago. Any errors or bad jokes are my own.

The Power Of Big Data: How We Predicted the World’s Largest Music Poll Using Social Media by Nick Drewe, Creative Technologist, The Data Pack

  • it used to be taboo to say your real name online
  • Nick Drewethere is no line between what is signal and what is noise. what is gold to me is trash to you
  • when you know that hundreds and thousands of people have posted noise about a brand, it’s no longer noise
  • Radio station called TripleJ, a national funded station, like NPR or BBC and it’s aimed for a younger audience. They post the hottest 100 songs as voted by listeners through the year. it’s a national institution. 1.4 million votes cast last year.
  • results used to be closely guarded up until number 1 song
  • station had people share what the voted for in hopes of getting more people to vote. every page was hosted on a unique URL which suggests every vote has a page. other little bits of code with info were on the page too. if they could find and collect enough of these pages, they might be able to predict.
  • used twitter api and found 40 000 votes in a few minutes, a sample size or 3 or 4%
  • created a list that seemed realistic but didn’t know what to do with it yet
  • set up a website where people could see their predictions and play the songs
  • turned the website into a disclaimer, people had to scroll way way way down to get to the number one song
  • got a ton of traffic, more people saw it than people who voted
  • made the front page of one of the biggest newspapers
  • not yet sure how accurate they were yet
  • colleague ran a bootstrap of 3.5% sample and concluded they’d get 90 songs 100% accurate or 95 songs at 90% accurate, and #1 song with 83% accuracy
  • the next year, the station closed all the social sharing features
  • found 400 votes that were posted as screencaps to twitter, their confirmation emails
  • but photos are also posted on instagram, found 20 000 votes there after searching for them
  • even if you really really really don’t want people to share something online, they will do it anyways
  • predicted 82 out of 100 songs in the second year with half the amount of data
  • it was an experiment in social data
  • most networks have free APIs to share and use data, most networks don’t really know what to do with the data
  • posts don’t have to sit in isolation online, we can turn these into insights
  • people don’t post the same things in social media that they post on surveys
  • 60 million posts on instagram every day, rich with metadata, a photo contains geolocation, 20 million photos a day have a location [i always turn off my geolocation, decline, decline, decline]
  • can search on username, hashtag, and location – but it must be part of a hashtag not a description
  • youtube is still the largest music sharing site
  • can use youtube, twitter, facebook data to predict music you will like [try me – rankin family, leahy, michelle branch, vanessa carlton]
  • a single message is rarely valuable but a group of messages is, particularly with all the metadata
  • every link tells you something about the person who shared it – what they like, don’t like, know and don’t know, cat gifs too
  • google’s page rank looks at links to your website, more websites gets you a higher page rank, and greater likelihood to appear in a search result – this is a social graph and can be done on a personal level, not just what they’ve shared about a specific topic but everything else they’re doing
  • [Nick is wearing the same shirt today that is shown in his bio. LOVE that as I find matching people to photos very difficult]
  • everyone should try a social api, it’s not a difficult to use as you think it is, point isn’t to start writing code but to start thinking about big data and social data in a different way

 

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Chat with Leaders of Technology and Innovation in Market Research #CASRO #MRX

Live blogging from the #CASRO tech conference in Chicago. Any errors or bad jokes are my own.

Fireside Chat with Leaders of Technology & Innovation in Market Research

Moderated by Kristin Luck, Decipher


Pat Graham

Niels Schillewaert

Ben Smithee

Mary Sobiechowski

Kristin Luck
  • [comments below come from individual speakers but I’ve not specified who said what]
  • possible to be innovative in emerging countries but not necessarily in first world countries
  • it’s easier for larger companies to roll out innovation
  • does size matter? does being smaller help?
  • innovation is a moving target. everyone thinks their company is innovative.
  • everyone is probably doing innovative things, everyone is doing things to push a client’s business forward, it doesn’t have to be a new product, it can be a new thought
  • Embedded image permalinkwe don’t push ourselves far enough, we’re more test and see than simply push the boundaries
  • you won’t be fired for hiring a big company but you could be for hiring a small company
  • smaller agencies don’t have to justify themselves to anyone, anything, or speed. they can just do it without legacy
  • there’s no danger in not doing something new, more likely to get fired for trying something new that doesn’t work
  • do we need to be more accepting of trying new things and failing
  • most clients don’t really want to try something new, they need to be pushed into a non question/answer format
  • we should be led by “What will consumers trust us to do? will consumers think we are innovative and doing something cool?  Our clients are really consumers, regular people
  • we need for people to WANT to participate in research
  • why isn’t research a positive touch point for the consumer
  • research should be serious, challenging, and playful
  • Guy at Lowes replaced his tracker with google surveys and saved 80% of his budget for experimentation. he risked and won.
  • success is going from failure to failure without giving up – Churchhill
  • next generation of researchers is agile and ready to risk and fail – unlike YOU
  • View from Ben on the stage

    if you are not being extremely experimental right now, you’re in big trouble; if your school is building a library, you are in big trouble

  • must use tech to help the clients we claim to love
  • let people SHOW you what they do and need in a multimedia way, you will get a different answer from your ask and answer method
  • instagram is free qual research – images of your brand, what’s around your brand, where and when your brand is used
  • full service should innovate methods and collaborate with tech companies, they don’t need to build in house because they won’t do both well
  • MR is about understand people, behaviour, relationships; technology is a feature not a benefit
  • MR creates relationships and helps brands do something with that
  • research is becoming a smaller part of the P&M, this is our own fault, we are our own worst enemy, research should be at the center of the organization, it should be the backbone of what does and doesn’t get done, we need to give clients the data they need so that we are absolutely essential
  • if a big company implements a new technology and it is old in two years, it’s too prohibitive for them to turn back and try something new again
  • Me taking pics of the fireside chat

    data should not be 100% or you lose your credibility

  • do positive disruption – ask client four questions and see if they really did know the answers to them. need to show clients what they don’t know
  • [is it really disruptive technology? or rather, why aren’t you keeping up with the times?]
  • give young people the space to develop, it’s not necessarily age but surround yourself with Gen Y, give them the space to learn and build things, so that you can learn from them – reverse mentoring
  • hire based on culture – can you have fun with them, is there innate passionate curiosity
  • GFK or Kantar won’t put a small company out of business, it will be another small company that takes their space
  • many people are still happy to keep doing what they’ve always been doing, it’s easier, predictable. you can’t just get rid of anyone over thirty. you need to educate them and show them the world is a different place. the world is more than excel and powerpoint.
  •  advice to move business ahead:
  • don’t think about mobile as a channel or physical object, it is a physical location, it’s about the person and getting not just the person but the interaction, know how to use devices called mobile, know how to use the sensors on the devices to be closer to the brand experience
  • bring more consumer context, richness into surveys, make surveys linear and nonmodular, let the crowd interpret things, upload pictures, make survey asynchronous; we use numbers and text but where are all the visuals, use them to stimulate people to think differently, make people think differently by using pictures – both for presenting results and in the research process
  • do something that your gut and your heart tells you is right but your mind is completely scared of
  • make people happy at their jobs, super-engaged by giving them new things to do, educate everyone, let them learn new apps, collaborate, share information
  • we need to automate the data manipulation and spend our time on the data insights and then here’s what to DO with the insights – big companies should be better at this than anyone

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Market Research in 2020 by Bartolone, Comer, McDougall, and Milla #CASRO #MRX

Live blogging from the #CASRO tech conference in Chicago. Any errors or bad jokes are my own.

Track: Tech Impact: Research Transformation
“Market Research in 2020”


Gloria Park Bartolone

Patrick Comer

Mary McDougall

Peter Milla
  • Mary McDougall
  • the research process is unoptimized, technology vendors are small and narrowly focused
  • technology often dictates methodology
  • standards are slow to emerge
  • innovation is on the fringes, it’s not happening in the mainstream online with smartphones and tablets, these are areas of growth
  • innovation is where vendors add value  or workflow automation or industry specific packaging or cost reductions
  • Gloria Park Bartolone
  • Embedded image permalink3Vs will transform industry velocity, variety, and volume of data
  • velocity transforms experience
  • twitter has been around for 7 seven years, the iphone almost the same, ipad wasn’t on the market just 4 years ago
  • digital wallet can help us get to point of sale, moment of truth
  • iBeacon – can tell you not only the store but which aisle of the store, you can talk to someone when they are standing in front of the competitors product
  • most methodologies from today will likely still be around but there will be a lot of new ones
  • facial recognition has interesting implications, you don’t have to come with attribute lists anymore, may never have to ask opinions because we’ll just do a brain scan
  • google glass will be figured out for market research
  • new tech has privacy issues, we will be ahead of privacy challenges
  • we have to pixilate people in the backgrounds of photo
  • what is the best method of getting information as opposed to CAN we get the information, who will aggregate the information for us
  • Patrick Comer
  • the research process has a number of steps, problem is time between steps and it’s all labour intensive
  • speed is going to be a defining factor in the choosing of vendors, as well as automation of designing, bidding, programming, fielding, analyzing, and reporting, seemingly more DIY style
  • demographics are now far more targeted
  • who will own the dashboard of all the datasets integrated into one for the CEO to review
  • how much of data on a survey already exists in multiple other places versus completely new and only available. this is how to shorten surveys and make them tolerable

 

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Tablets Killed the Paper Star by Ofer Heijmans #CASRO #MRX

Live blogging from the #CASRO tech conference in Chicago. Any errors or bad jokes are my own.

Track: Jagaad! Tech Innovation Around the Globe  
“Tablets Killed the Paper Star” by 
Ofer Heijmans, CEO, Dooblo

  • tablets instead of paper can cost half the price and be done twice as fast as paper survey – transportation, printing, error prevention, and quality – 10X the data quality of paper surveys in an emerging country
  • survey logic is brought to the device not a human interviewer
  • surveys can include media, video, audio, take pictures of the person, a shelf
  • [not sure why we’re comparing tablets to paper surveys in  a traditional way…]
  • tablets have gps, can see the route of a survey taker, exactly what time of day for each person, see the people on a map, map it to GIS systems
  • [note from below – making more sense now, this solution is particularly relevant for emerging and developing markets]
  • silent recording, as opposed to sound recording, so third party can listen to the interview taking place to confirm the interview actually took place given that some regions are so dangerous interviewers might try to avoid going there [hmmm distrust of the interviewer?]
  • can captured all variations of timing – start, stop, question by question, where did responders take more or less time to determine questions that were difficult to answer or understand
  • photocasrocan achieve 100% quality validation on every interview – GPS location and timing and listening to how questions were said and responses were given [you need some serious transparency messaging with people for this!]
  • 7 inch device is a good size for CAPI, make sure device has at least 1 gig of of internal memory, need front and back camera, want device with GPS and AGPS for locations without internet, emerging markets may only work with wifi since there may not be any 3G
  • use a cloud based solution as there may not be easy access to data centers, have offline support, ensure secure data and transport of the tablet, have disaster recovery mechanisms for broken screens and dead batteries
  • get a midrange device – high range will drain your device and low range will last an hour – midrange is only around $120 today
  • speaker grew up with the army and the essential need was to safely transport data without losing any of it
  • [judge of a great presenter – audience asks the speaker the brand name of their tech 🙂 ]

 

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