Every year I look forward to the #AAPOR annual conference. Let me tell you why.
– tons tons tons of papers
– methodologists are everywhere
– data nerds are everywhere
– papers are stuffed with statistics and I don’t mean chi squares
– i haven’t attended one single fluffy presentation. It’s all content gurus.
– the day is jam packed from 8am to 6pm or longer
– there is pretty much no selling under the guise of presenting
– there are lots of kindred spirit tweeters
I may not be barfing on a Disney amusement ride today but I will enjoy my Saturday!
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 Wonder behind Disney’s Website
How online conversations help Disney capture the voice &
language of their guest
Jacque Skinner, Market Research Manager, Walt Disney
Parks & Resorts & Jen Drolet, VP, iModerate Research
- As long as there is imagination in the world, Disney will never be complete – across the globe but always true to original dream, bringing people together, providing a break from reality
- People are not clients but guests, staff are castmembers no matter their role in the company, they are all part of what makes it all work
- Every touch point needs to be magical, even if it’s creating a new survey
- Don’t built it for yourself, know what people want and build it for them
- Website needs to set the right tone, it’s the beginning of the magic. They benchmark against in-park experience. Delivering magic online is different from the park. It has to do good on first visit and 20th visit.
- Get down to the site, eat at the park, stay in the park, lunch with the guests, get to know them
- Quant is insufficient. Need to layer in conversations. Sometimes, the verbatim brings the quant to life. “Your site is crap. Was it made by Joe’s Website Shack?”
- Researchers had to learn a whole new language – the Disney language
- There is a personalized section of the website, a planning tool. Research said this was number 1 complaint. Antiquated platform. Didn’t talk to other platforms. Weak operating systems. Ten year old website doesn’t cut it. Why should people remember a stupid registration number? Need hotel/dining/etc available in one page so it could be printed in one shot.
- It needed to be one “click of the mouse” 🙂
- How do you name the personalized site? With the person’s name? “Smith” Family Website – kind of exclusionary for blended families with different last names, didn’t address not everyone is going as a family. Or name it “Planning Center” for people just starting on the website. But once reservation is booked, then content changes for someone who is post booking.
- Instead of a regular dip, they saw an instant increase in satisfaction.
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.
11:30 – Best Practices in Cross Media Marketing and Measurement
Molly Elmore, Vice President of Market Research, InsightExpress
Marc Normand, Vice President, Research, The Walt Disney Company
- #1 Clearly defined goal objective. Have focus, choose specific objectives. [in SMR, the objective is often “do something in SM. sigh]
- #2 Less is sometimes more. Do not include random questions that are not related to the objective. Do include brand metrics, target definition questions, profile analysis questions.
- #3 Accurately define exposure groups. Advertising recall is very inaccurate. Don’t assume ads are memorable. 23% of people think they saw an ad but didn’t. 70% of people don’t remember.
- #4 Ensure clean, valid comparisons between Control/Exposed group. Weighting can be your friend.
- #5 Design the survey to capture frequency of exposure.How often do people need to be exposed in order for them to remember it. Binary exposure question is insufficient. 12 exposures in short time can be bad for your brand though.
- #6 be cautious of screening to heavily [THANK YOU] People are define their target too narrowly. You DON”T KNOW which is the important part of your data every time. WOM gets ignored with excessive screening, out-of-target can become in-target. Broaden your target and get larger sample sizes.
- #7 Compare to normative if available. Adds context. Can see if the difference you saw is better or worse than similar studies. But take it with a grain of salt, category must be similar, brand awareness should be similar, consideration set must be similar.
- #8 Incorporate costs into final analysis. TV is expensive option. Can be three times as effective but if it’s ten times as expensive, it may not make sense. [unless the # of people you reach is vastly greater….]
- #9 Develop analysis with a story in mind. Does the creative accomplish the intended goal – awareness, etc.
- #10 Explore media vs creative. How are some measures aimed for media vs creative. Do people connect with ads physically. Awareness measures are often media measures, did media do its job. Education, persuasion is the job of the creative. Does the brand come across? Must always have multiple measures because “purchase was flat” isn’t helpful at all.
- [Very tweetable presentation. Means they gave specific advice. Always good. Thank you presenters!]
- No way? Way! The LoveStats Book! #MRX (lovestats.wordpress.com)
- Statistics Poetry by Geeks and Nerds #MRX #Statistics (lovestats.wordpress.com)
- Better way to Use Segmentation by YUM!, TNS, and Taco Bell #TMRE #MRX (lovestats.wordpress.com)
- Chocolate, Vultures, and Glowsticks oh my #eso3d #mrx (lovestats.wordpress.com)
- Big Data? Big Deal. #MRX (lovestats.wordpress.com)
Well, I’ve arrived at the Swan Hotel in Disneyworld! Within 3 minutes of changing into shorts and a Tweetfeel t-shirt, I was hot. Thirty degrees will do that. I took a stroll around the hotel grounds, walked past a few other resorts, boarded a boat for an infamous three hour tour, and picked up my MRA conference registration package, plus a big fat chocolate chip cookie. And, I followed all of that up by checking the #MRA_FOC tweets and writing this blog.
What I discovered you will see in the following slideshow. Lots of quaint buildings, delicious Mickey Mouse sweets, sufficient blue sky and water to relax anyone, and an abundance of white, gray, and black sitting, standing, and flying in formation herons. A birders delight!
Watch this space tomorrow for live blogs on the conference. Be sure to watch the tweets fly by too!
Conversition Strategies Social Media Research: By researchers, For researchers