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
“Revolution, Boiling Frogs and Big Data”
Simon Chadwick, Managing Partner, Cambiar L.L.C. ; Jamie Johnson, Regional Director, Seek Company
- Macro trends in technology have potential to create agnosticism and bring our industry to a standstill
- The conversation we are not having is where technology is lacking – need to be close to the consumer, how we understand the emotional side of the consumer, definition of ROIs
- What is BIG DATA – there are probably 15 definitions, but we all know it will impact our life, CMOs have worried about it for 2 or 3 years
- Big data definitions: follows us around and gives us insight into our lives; is just a marketing term since data has been around for decades and now it’s just getting bigger [totally agree]
- Big data leads to conundrums, we really don’t know what it is
- Conundrum 1: People want to understand what the best use is and what role it can play in their organizations.
- Conundrum 2: It it even my data to use, vagueness around where it fits, and which organization owns this function, is it marketing or finance or operations data?
- Conundrum 3: concern around cost of implementation will cost a lot of money and will it yield a robust return on investment
- Big data needs to overcome hurdles
- There is a lot of data but is it the right data, what is being measured and how relevant is it?
- Have the tools to analyze, synthesyze evolved with big data?
- Data scientists are great at analysis but lack the necessary storytelling skills
- The biggest hurdle of all is privacy [here here!]. We can now micro-target to people before they even know they need something – this is a concern. Concern is not for the consumer but that the government will come after us and then it will be game over.
- Persuasive visualization of big data will play a significant role in its widespread application
- Is big data the holy grail? does it paint a complete picture? is it enough?
- Micro-segmentation gives marketers the false feeling of being empathic with consumers [interesting point, never really thought of it like that]
- Correlation never replaces causation [what? they’re different? 🙂 ]
- Empathy is the answer, the yin to the yang of big data. Empathy is about to become the next big deal in research.
- Don’t look at consumers and see ROI or purchase intent or excel or metrics on a spreadsheet. See the people.
- Empathy allows us to tell stories. The days of a quick one hour debrief are over. We need a more holistic story.
- Analyze and synthesize are two different skills and hard to find in one person. If you find that person, don’t let them go.
- Big data will slip out of our hands so what is our role now? We run away from the words marketing research, what lines are we allowed to cross, who is full-service or what, all the lines are blurry.
- Myths we can explode – CRM was the big deal 20 years ago, online was the big deal 10 years ago, or should we really be concerned now
- There are now entire conferences on empathy in marketing/research
- Quickly means we have to sacrifice quality – maybe, but we need to strive for it
- Big data does not provide all the answers
- We must be equipped and ready to to synthesize, storytelling, and strategy work as we don’t have these skills today