Tag Archives: elvis

Unilever research start-up showcase #IIeX #MRX 

Live note taking at #IIeX in Amsterdam. Any errors or bad jokes are my own.

The showcase is a collection of small companies used by Unilever.

Get smart: Community your research with Twice the Impact at half the cost by Paul Field, TouchCast

  • What is touchcasting
  • [Speaker is now projecting himsel onto his slides using a green screen]
  • Its the next best thing to being in a room with someone, use this to communicate with employees around the world
  • [he’s choosing video from his screen and has removed himself from the big screen]
  • Use for training, meetings, presentations
  • Can use different backgrounds, put yourself in google maps, use a TelePrompTer on the screen, and this draws teh speakers eyes to the right place on the ipad
  • Can use multiple camera angles by using an ipad and some iphones
  • Can adjust the lighting yourself on the screen, can use filters like Instagram, can put titles on the screen
  • Automatically creates multiple clips and then you can edit out your stumbles or miscues
  • Unilever uses this because it lets you place content inside a presentation, video apps, documents, spreadsheets, polls, surveys, live social content, webpages, multiple videos can be shown at once
  • Can be viewed on any device, tablet, phone, computer, you just need a modern browser
  • It’s a container for long form content

Qualitative research at quantitative scale by Tugce Bulut, Streetbees

  • What do people say, see, and do when you aren’t there
  • Do you go deep and small in scale and lack statistical accuracy? Many start small and qual and then go large and quant
  • Don use surveys or panels, they use an app that anyone can download [isn’t that just a new kind of panel?]
  • Request people to video a task the next time they do it – the laundry, the cooking
  • You can google pictures on google but it wont be quite what you want, won’t be specific to your question
  • They don’t put people in a room, a focus group, and interview. They have them engage during the usual task whether in a cafe or at home
  • Ask people to log everything time they do something, a quick photo of the food or the situation, what emotion, what drivers, chat choices, snacks and meals are blurring
  • Verify people with technology from native language speakers in the country, photos and videos are verified as real [by a researcher type of person not by traditional validation]
  • Transcribe, translate, observations via machine learning
  • You can recontact people based on their contributions
  • They graduate people after two years and then people can’t provide consumer opinion anymore, they become retail experts [this is an excellent idea. Traditional panels should take note.]

Cracking the code: researching, understanding, and engaging consumers at the base of the pyramid by Melanie Edwards, Mobile Metrix

  • Majority of the planet is low income, they lack the basics in quality of water, food, housing, education, many deal with safety issues that researchers cannot overcome
  • You can train young people within the communities to use handheld devices to do interviews, high quality data and they get information, products and services in return
  • Unilever got huge surge in brand awareness, revamped their marketing messages, restructured distribution; communities increased their use in hand washing and increase in water treatment frequency
  • In another project, they were able to correct the govts illness incidence rate which was four times higher than thought; realized they needed to use different words to describe the product because people didn’t understand the word
  • This model creates work in unemployed areas, facilitates one on one conversation to create change
  • Have done research in the USA as well, poor area where one third are obese, 14% have diabetes, and one third live under poverty line, highest morbidly rate in the area = we have emerging markets in our own backyard
  • Could we increase their use of vegetables, where do they buy groceries
  • Keeping research within the community increases response rates and engagement – locals talk to locals, builds trust and credibility, fosters opennes and deeper insights
  • Creates a customer feedback loop, gives access to essential quality products and doorstep education [we need to build this into all the work we do, research for the greater good not just the greater buck]

Driving insights into ideas: creative leadership and the way of Elvis by Chris Barez-Brown, Upping your Elvis

  • Find a partner and tell them something you are deeply passionate about [live demo after a brief sing. Now give that person a big hug.Yeah, don’t do this if you have a short shirt on. :)]
  • “Who is Elvis” around here – who here is a brand, a maverick, breaks the rules [ha! Interesting concept!]
  • We all have a bit of Elvis in us and business need this Elvis 
  • Help to drive a culture change, to deliver more ideas and partner better to make change happen
  • You can’t think yourself to get ten out of ten, you need to take a creative leap
  • You need to be more confident, bring passion, bring more of yourself
  • Find the people who can impact colleagues on a day to day level
  • People will always try to make you be more professional, be more of what other people want you to be, socialize to norms, emulate the leaders, lose touch with your unique and specialness
  • Where do you have your best ideas [when i go for afternoon walks to take a break from work]
  • Best ideas come when we realize or when we have fun
  • People are good with the thinking part but less so the feeling part, people often do 80 percent thinking and twenty percent feeling for personal decisions but it’s more fifty fifty for business decisions
  • Do you do the same thing every single day? That’s not insightful, need to adjust as appropriate
  • [now instructed to make the best paper airplane you’ve ever made, people ripping out paper now}
  • Would you change your design the next time? [everyone says yes] We just make it real and do it everyday and thenwe apply   what we learned to the next time.

  • We spend much of our lives on auto-pilot, same route to work every day, same dish at the restaurant every time, same side of the bed every time, we are creatures of habit and auto-pilot kicks in, not attuned to the uniqueness of the situation
  • Need to learn how to wake up, need to have a clear intention for it

Co-creation : active participation predicts future needs by Alex Arrigo, MindSumo

  • Participation within TV shows is very different – family feud slogan is survey says and people try to predict answers of a random crowd, participates one way, it’s transactional, nothing matches among episodes, people give out nouns
  • Whose line it is anyways – contestants interact with each other, create experience real time, topics may return in later parts of the show, its songs and action as and dance
  • Hard to co-create with a mob, communities are good for a insights, but active creatives are even better
  • Active creators are hard to identify
  • Participation depends on the channel, the time, and need to be aware of this when you use it for predictive purposes
  • Worlds first fully automated restaurant “Eatsa” everything is done by robots and self service, people took a survey and got a free lunch there, focus group of food and preferences, vegan or gluten intolerant, got invited back numerous times and were talking about dining expectations and technology not just type of food you like
  • Needs are verbs
  • Participation is a spectrum, mobs or community or active creations
  • Co-creation looks tot he future – needs are verbs, projects needs through participation
  • You’re already two thirds complete – existing community and research is foundation, engage creators next, fin a project, understand what works
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