What’s up Canadian researchers! In recent weeks…
- CRIC set out a statement of purpose and polices to help market research companies in Canada.
- ESOMAR announced a partnership with CRIC to help individual researchers whose company’s are members of CRIC.
But what about students, academics, government employees, freelancers like me, and all the individual researchers from Canadian companies that aren’t members of CRIC? Where do these people turn?
Fortunately, I’ve helped provide a Canadian perspective to a lot of really great organizations over the years including:
- ISO: I’ve been the Canadian Chair of the International Standards Association, TC 225: Market, Opinion, and Social Research committee since 2014
- Insights Association: I was part of the MRA Research Advisory Board (2016), and worked on the MRA/IMRO Guide to the Top 16 Social Media Research Questions (2010)
- ESOMAR: I helped with the ESOMAR/GRBN Guideline on Social Media Research (2017), ESOMAR 24 Questions for Social Media Research (2010), ESOMAR Guide to Market Research (2016)
- AAPOR: I helped AAPOR with the planning group for council on diversity (2016), national conference planning (2018), board nominations (2015), conference code of conduct (2017)
In other words, I’ve seen first hand that these associations have decades of experience in promoting high quality standards and ethics in our industry and have been longtime supporters of the Canadian industry as well.
You will be extremely well served as an individual member of one of these four associations.
- AAPOR: If you’re an academic, polling geek, or into social and political research, this is a great association for you. Even better, their annual conference will be in Toronto this May. I’m helping them organize the chapter event!
- ESOMAR: If you conduct research around the world or want to stay in touch with what’s new and amazing in countries beyond our borders, look no further. Esomar is a great choice for you even if your company is not a member of CRIC.
- Insights Association: If much of your work is conducted in North America, why not say a howdy hello to our neighbours to the south sharing the same time zone as us!
- QRCA: Oh quallies, you’ve built something amazing here. If you’re a quallie and not already a member, correct that mistake post haste!
There are, of course, other options. But before jumping into one, do your homework. Make sure the association and association leaders you choose have a solid foundation and proven track record of promoting high standards and ethical behaviours, and are viewed as gold-standard providers by our industry leaders.
If you aren’t sure which association is right for you, talk to several of your clients or research providers. Find out which associations they know and trust. And if you’re still stuck, I’d be happy to help you out. Send me a quick message.
[Side note: MRIA-TT progress is slow. We don’t yet have an option to add to the above list.]
As a freelance market research writer (my service sheet is here), I regularly check my public profiles to make sure they’re up to date. This time, I checked my profile on Savio, a marketplace connecting market research buyers with research experts, which is maintained by GreenBook.
After clicking around the website for a bit, I realized that every researcher’s hourly rate was completely and easily transparent, not hidden behind multiple clicks and privacy walls. My brain gears sped up….
People don’t talk about salaries which is a problem. Freelancers don’t know if they’re being paid what they deserve. Women don’t know if they’re being paid less than their equivalent male counterparts. So in that regard, I have to thank Savio and Greenbook for opening the black box and helping researchers see a piece of reality.
I downloaded the data and removed the business profiles. That left me with 191 individuals who provided an hourly rate, country, and the types of work they do. I manually gendered all the profiles. Obviously, I may have gotten a few wrong as I am not the gender police (much better said by Effin Birds) – 83 women, 107 men, and 1 unknown.
As all good data people do, I started with a frequency distribution. A few things were immediately apparent. 1) 3% of men and 4% of women VASTLY undervalued themselves. If you have listed an hourly rate under $50 per hour, go to your profile right now and FIX IT. I never want to see an hourly rate less than $50. From any freelancer. For anything. 2) 6% of men and 2% of women listed stunningly high rates, a couple over $1000 per hour. These rates might be for bragging, for negotiating, or for real but if you can command them, more power to you. 3) Women were far more likely to undervalue themselves while men were far more likely to overvalue themselves. [“THAT was a pencil in the neck moment!” -Luke Sklar]
Maybe group averages would paint a different picture but nope. Across all 191 rates, women asked for 81% of what men did – $168 versus $207 per hour.I tried excluding outliers from 12 people whose rates were below $50 or above $500. Women still asked for 81% of what men asked – $153 versus $189 per hour. I then focused on the three countries with at least 8 researchers. In Canada, two women and myself listed rates that were a paltry 40% of what five men listed. Among 123 US researchers, women asked for a somewhat better 80% of what men asked for. I am thrilled, though, to offer a huge hurray to the 14 researchers in the UK where hourly rates listed by men and women were equal. (Okay, women can increase their hourly rates by $5 in the UK.)
Maybe it’s because women do “less valuable” work so I tried grouping by the 25 different type of work people specified they did. Major caveat though – these data do not account for the fact that someone might charge different rates for different types of work.
I’ll pick out two examples from the chart since it’s a little bit complicated and uses two axes. At the left of the graph, among people who offer legal research services, women specified an hourly rate of $169 compared to men at $136. Thus, women listed a rate that was 124% of what men listed. There exist four categories of work where women listed a higher hourly rate than men – Legal Research, Field Services, Recruiting, and Support Services.
Second, at the right of the chart, among researchers who conduct Mystery Shopping, women listed an hourly rate of $138 compared to men at $225. Women listed a rate that was 61% of what men listed. There exist 21 categories of work where men listed a higher hourly rate than women.
I don’t know if these differences are because women undervalue themselves or because men overvalue themselves. I don’t know how much of these differences exist for bargaining or bragging purposes.
But I do know this. As much as I love statistics, t-tests and chi-squares aren’t necessary to determine the likelihood that these results are due to chance. Correlations and Cohen’s D aren’t necessary to determine whether the effect sizes are meaningful.
Women ask for less financial compensation than do men.
Women, my advice to you is simple. Give yourself a raise. Give yourself a giant fucking raise. (I’m channeling my inner Cindy Gallop and I urge you to follow this amazing woman on Twitter or LinkedIn and personally talk about your salary with her here.)
If you’re currently in the $50 to $99 bucket, up your rate to land in the $100 to $149 bucket. If you’re in the $200 to $249 bucket, give yourself a raise into the $250 to $299 bucket. Don’t think twice, it’s all right.
If you’re curious, I may have started my day claiming my worth to be 80% of what my male research colleagues felt they were worth.
It sure didn’t end that way.
You might wish to look at:
As a conference speaker, the best sales pitch you can offer on stage is a presentation that educates and entertains the audience. One that explicitly shows them you understand what the audience needs.
I chat with a lot of speakers who assure me they didn’t do a sales pitch and then are astonished to find out that they did. I also chat with other speakers who are so paranoid about NOT doing a sales pitch that they strip out all the good parts of their presentation. Fortunately, there are some easy things you can do to prevent both of these situations.
Ban these words
Never say the word we. Never say the word our. Never say the word us. These tiny unassuming words automatically turn the most glorious presentation into a horrid sales pitch. And your audience has no need for a sales pitch. They are sitting in front of you because they are desperate for knowledge and insights. They want to know your personal opinion, what you have discovered from your techniques. They want to engage with and listen to you as a person. They’d rather not tweet how boring and out of touch you were.
Don’t name-drop your products
Companies spend thousands of dollars trademarking brand names. While it’s helpful to have names so that your employees and your clients know that they’re all talking about the same thing, no one in the audience cares about your cutesy names. They don’t care that you use SalesForce or SurveyMonkey. They care that you understand marketing and research. So if you find yourself wanting to say the name of a tool while you’re talking, instead simply say ‘these types of tools’ or ‘these types of companies.’ I can assure you that you don’t need to use any of your brand names or trademarked names in your presentation.
Don’t describe your company
Your audience doesn’t care about your company and they certainly don’t need you to present a detailed explanation of all the products and services your company offers, even if that slide only takes 3 minutes. That slide explaining your company needs to be turned into a discussion of how your specific topic impacts the industry. Don’t tell the audience that Annie Pettit Consulting is a business that combines artificial intelligence and eye tracking. Instead, tell the audience that eye tracking has seen huge advancements with the application of artificial intelligence. Strip out the branded content and focus on the educational content.
Don’t describe your company philosophy
Don’t waste valuable presentation time talking about your company mission and philosophy. It is not important for the audience to understand your company philosophy in order to understand the research. The audience doesn’t need to know that your company believes research should be easy. The audience DOES need to know how research can be made easy. They also don’t need to know that your mission is to solve problems. Instead, explain to them how research processes can be used to solve problems.
What is your reward?
If you do a great job of educating and entertaining your audience, they will line up to ask questions, get your business card, and they will email you afterwards asking for advice and copies of your presentation. Guaranteed.
Every person who’s ever sat in a conference audience
You’re good enough, you’re smart enough, and doggone it, people like you. So vote!
Voting is now open for the 2017-2018 ESOMAR council. I suspect that everyone who has already voted knew exactly who they wanted to vote for and why. For the rest though, perhaps you’re not sure about who to vote for and are still puzzling through the long list of qualified candidates. With that in mind, I thought I would share my picks.
In no particular order….
I’ve known Kristin Luck for a few years now. She is a long time promoter of the market research industry and always works to share her knowledge with others. As the founder of Women In Research (WIRe), she has been a tireless promoter of diversity within our industry. If you read her personal statement, you will find it is very much subdued regarding her accomplishments. Don’t let that fool you. She has done so much for our industry and I know she will do everything she can to move our industry forward and keep us relevant.
Luisa Mercedes Ravelo Contreras
I met Luisa several years ago when I spoke at a Best Of ESOMAR event in Venezuela. I have never felt as welcomed to a foreign country as she made me feel. She made sure everything was absolutely perfect for me. She cared. In addition to running her own marketing research company, she also teaches at a university and she cares just as much for every one of her students as she cared (cares) for me. Luisa is in a unique position in Venezuela in that she understands the history and the future of our industry. Face-to-face and door-to-door research is still extremely alive (and very dangerous) in her region and she will ensure that ESOMAR continues to reflect the needs of all of our researchers, both in advantaged countries and those still trying to pull forward.
Since the launch of the New Research Speakers Club early this year, Chris has been a firm supporter offering both encouragement and meeting space for the group. (THANK YOU!) It’s clear to me that he values the knowledge and experience of the quieter folks among us and wants to help them share their voices at upcoming conferences. In addition, Chris has a solid plan of what he wants to accomplish as part of the ESOMAR team, and that includes bringing the fringe businesses into the fold. Since those fringe businesses, whether neuroscience, data science, or anything else not directly questionnaire and discussion guide focused, will be the future of our industry, ESOMAR needs someone who can talk and walk in that area.
So now, if you haven’t already voted, think about what you want for the future of market research, read through the profiles, and place your vote. Choose wisely!
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.
So, 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:
- Post the gender ratio of submissions
- Post the gender ratio of acceptances
- Proudly advertise that your conference is “Diversity Approved”
Demand that your conferences be Diversity Approved! (Tweet this demand!)
Live blogged from Esomar in Dublin. Any errors or bad jokes are my own.
When democracy fails to deliver by Ijaz Shafi Gilani and Jean-Marc Leger
- what explains satisfaction and dissatisfaction with democracy
- democracy is the worst form of government except for all the others – Winston Churchill
- Failed as a norm? no
- Failed in specific cases? yes
- 75% of people believe democracy is the best
- 50% believe they are ruled by the will of the people
- 35% of upper income americans believe a good way to govern is to have the army rule
- Nat rep, 52 countries, n=50 000, 10 years apart survey
- countries who’ve practiced democracy the longest are most disillusioned
- correlates of disatisfaction include:
- macroeconomic factors – ecnomy, inequality, size of country
- demographic factors – gender, age, education
- identify factor – nationalism, patriotism, attitudes towards globalization
- Identify factors seemed to be most relevant for countries practicing democracy the longest
- political rights and civil liberties have taken a back seat, now its become flight of jobs and immigration
- linked to inability of govt to copy with “encroachment of globalization”, these people are most dissatisfied
- does democacy fail to deliver in a globalized world?
- democracy might need to reinvent itself
Ireland and same sex marriage by Eric Meerkamper and Aengus Carroll
- Bill Gates says he is struck by how important measurement is to the human condition
- we have a unique skillset and tools to measure
- we have relied too heavily on the same repsondent for too long – Dan Foreman
- Random Domain InterceptTechnology, based on making errors in the browser bar
- 51 countries, 51 000 respondents
- should same sex marriage be legal
- seems like a safe question but in many parts of the world, this is a death penalty for you and even your family, people need anonymity to answer this question
- across 8 other countries with marriage quality, only about 50% of population wanted it, so it is still risky
- about three quarters of of people disagree with marriage eqality in countries where sexual orientation can be a crime [naturally, you’ll be killed if you say otherwise!]
- yes campaign: what kind of country do you want to grow up in, it’s about human rights, inclusion
- no campaign wanted a civil partnership not marriage, that kids needs a mom and a dad
- 72% of young voters wanted same sex marriage which matched the campaign they used, focus on young people
- young people brought older people to come and vote
- marriage was not the issue, the issue was discrimination and exlusion
- this method allows safe measurement
Leveraging qualitative for indiginous innovations: flavour innovations by Irene Joshy
- How do i adapt the flavours of the local palette? can i copy paste? is the flavour appealing and authentic? how do i position the brand or variant? need to deconstruct and reconstruct a product
- India has two major brands in the category – lays which is global and kurkure
- pepsi wanted a flavour map of indea, map the flavours and create flavour groups that work across india as well as strong regional flavours
- identify the semiotics, embedded and emergent codes of the flavours in the context of snacking
- wanted a shortlist to test out
- india has 32 regions, 125 dishes, 75 snacks – how do we decontruct this qualitatively
- every dish has a role – staples, accompaniement
- started by mapping flavours
- started with recipes and ingredients, created and mapped clusters – cook books and online receipts, chefs, home cooks, looked for ‘lost in time’ recipes, used snowballing to find grandmothers known in their areas as great cooks and created recipes from their cooking
- got a list of ingredients and links of strength among every ingredient, created clusters of flavours
- client didn’t know what to do with the results [seriously? you need someone to tell you? sigh]
- clusters allowed them to figure out what went with wheat or lentil or potato or rice
- they could choose a base and then the flavour cluster that worked with it and then experiment by adding something fom a different cluster
- created three test products
- look at visual , olfactory, mouth feel, throat feel, overall impression
- gave consumers metaphors to choose from because they don’t have the words needed to describe their feelings
- first prorotype – flavor and emotion, tactile and emotion, colour and emotion
- is it a type of food that it playful, sensual, rebellious, celebratry, subtle, comfort
- the study was viewed as a map for the next five years
- [very interesting talk, i’d recommend finding the paper]
- huge battle for market share in the been category [really? i’ve not seen a single root beer since i got here!]
- ireland is 4.5 million, dublin is 1.2 million, is it really four main cities or just one city
- city dwellers have more income
- city is freedom and opportunity, each city has its own nuance
- tested several different heineken brands – Tiger, Sol, Desperados, heineken
- Cork, dublin, galways, belfast were tested
- had to avoid the stereotype, had to ask about culture without talking about culture, had to let personal experiences emerge naturally, had to have practical use when the research was done
- mediography – inventory of social engagement, bricks and mortor, entertainment
- talked to trend creators – influences, experts, food, fashion, music, art, opportunities for thir party involvement
- cultural brailing – essays on throughs and feeling on culture ingredients, required to take a broad perspective not just going to get a beer
- digital ethnography – looked at people in action, in interactions, in real time through out the city
- creative consumer workshops – went through all the content they collected, and asked people create ideas for brands and events, marketing could watch this happen
- Dublin – cosmopolitcal, diversity, opportunity
- Galway – laid back, wildness, embracing
- belfast – freedom, optimism, fragility
- cork – pride, traditional, banter
- Truth 1 – dublin is humble about its place in the world, loves to see itself as connected and a contemporty of other cities of interest. led to a music plaform – brought the cities of the world to dublin. “heineken sound atlas” Brooklyn an dtokyo have been featured
- Truth 2- belfast is a freedom and where some places were once closed off, jailhouse and courthouse underground connection was of huge interest but unavailable. They created an event in this area. Drove word of mouth.
- Truth 3 – want to be familiar in dublin but also show off new discoveries. “Open your dublin” which meant to go discover your city. Dine in the dark was dinner in a crypt of a cathedral they thought they already knew.
- Truth 4 – feel dublin is creative but it needs support to really see that. you can sponsor an event as long as you respect the location. Sponsored the Tiger Fringe Festival with daring creatives.
- brands grew by 50% or more
- moved from mass marketing to localized decision making
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 😦 ]
Live blogged from Esomar in Dublin. Any errors or bad jokes are my own.
The new rules of attraction by Samantha Bond
- millenials see themselves as working independantly in the future
- disparity of what traditional employers are offering and what millenials want
- is this a threat to traditional organizations
- 2.5 hour discussions with millenials around the world, it cost 60 pounds
- participated in startup events in the UK and netherlands, immersed in the culture to understand the best way to engage the target group
- recruited people at events and by social media, built personalization and rapport
- her passion was motivation for people to participate
- participants determined day, time, location, length, it could even be 7am or 11pm
- used skype or talked in cafes, informal conversations
- didn’t position herself as an outsider, used cultural immersion [in otherwords, participant observation methods, a lovely old technique that isn’t used enough anymore]
- people take personal fulfillment into their own hands
- money is not the driving factor, societal change matters, work is a way of life, startup are seen to offer a better way of life, more work-life integration, offer fluid cross functional roles, means faster learning and more diverse experiences
- employees are trust to work on their own time, results matter not hours
- companies cannot just be driving by making money, you need a social and inspiring company mission, emboded by inspiring leaders who engage at all levels, you need to create a community, look for cultural fit, reward actions not age, create an environment of trust and empowerment
- don’t be bound by tradition, revise the rulebook, forget blanket incentives, make participating in research more nature more human,
- [great speaking job Sam, you have a bright future!]
The evolution express by Arandim Mohanty
- qualitative observations of generationalchange
- in india, family is important from grandparents to kids and cousins, more socialistic
- three or four generations in a family and each grew up in a very different environment
- 1.2 billion peple, 2000+ languages, all major religions, all in one space
- all of india lives on the railways, 15 million people per day, many journeys take an entire day or 3 days
- railways have inspired storytellers for generations
- there is not privacy or boundaries on these trains, you are in everyone’s face all the time, it is a collective environment, share lives and stories
- you’re not knowing on doors here, it’s immersant observation
- he lived for 4 days on the train with anonymity
- a decade ago, you would never see a man helping to care for children but this happened on the train, before the gender roles were very specific
- every ten years the changes in life roles is massively different
- children are now scolding their parents where before it was obedience and respect at all times
- tradition meant that kids always cared for their parents but now kids move away from home
- sex and fidelity are taboo topics but on this train a complete stranger can talk about these things
You call it a snack by Brett Ao
- how do you capture a huge and different country like China with many cultures?
- is a snack fruit or dairy or chips or traditional healing foods or chicken feet?
- what is an authentic snack in china?
- focus group in this case would give too much variety and diversity, you can’t take the hypothesis into all cultures, and can people tell you why chicken feet are a snack?, people maybe can’t articular the full context, but it would give a holistic perspective
- linguistic analysis – snack means scattered pieces food eating. Second defintion means scattered pieces mouth lip tonge and teeth.
- Authenticity – many brands are the first in their category, or have a timeless honor. unlike western countries, snack is spontaneous, open, scattered, you define your own snack and it is regionally exclusive
- Realness – worries about food safety, famous brands highlight real ingredients and safety of production, mention fruit pulp in juice to show it is real
- Create a brand story from this – if you have 35 criteria for choosing a potato you need to say so – skin or no skin, sea salt or not
- when approaching a diverse market, do the culture research first, perhaps semiotic research
- before the category, there was a culture
- there is room to create rules in an emerging category, boss around the rules
- don’t fight unbreakable rules
Live blogged in Dublin at Esomar. Any errors or bad jokes are my own.
Reel Happiness by Graeme Lawrence and Sylvia van der Waal
- we know cinema advertising works, but why does it work?
- FAME survey, cinema industry survey
- most media don’t make people feel “happy”, but media does so far more than others
- on the day people are going to the cinema, cinema goers are up to 50% happier all day long
- people in a positive mood are more receptive, more open to advertising, have better recall
- five factors – parma, focus, success, relationships, world
- asked for responses on an app as people walked in and walked out of the cinema – who they were with, photos of their snacks, describe their experience
- also spoke to them a week later including lots of other moments, what memories did they retain, how were they feeling, did they remember the advertising
- in the cinema, there are no distractions, they had focus and relationships, two of the drivers of happiness
- 92% go with other people, where people are important for socializing [watching a movie where you can’t talk is socializing?], it’s a place to slow down and be in the here and now, block out the world, people crave time when the phone isn’t on [you can turn that stupid thing off ALL THE TIME, why do you need a movie for this?]
- it’s an emotional investment with strong social content
- people want to get to their seat before the advertising starts, people value te advertising and no other media can say that
- cinema numbers are up because of great content and these trends, need for slow quality time-out
Best practices with content marketing by Christian Kugel
- native advertsing, branded entertainment, newsroom included
- do the programs work to drive brand metrics? yes
- beats control by 5 to 8 percentage points [but where control is 50%, it’s not that impressive]
- useful/practical content worls very well
- deeper brand integration works well – 5 to 15 point bump over control
- would you watch a 60 second preroll for a 60 second video? you can measure price elasticity
- after 30 seconds of preroll people are not happy about it, 0 or 15 or 30 seconds are seen all the same
- double the ads, better the results!
- even with preroll and postroll, people were very happy with it, they didn’t think it was too much
You do research where? [fabulous session, we forget that many people risk their lives to do research. i sit at a desk in one of the safest countries in the world]
- Dangerzone by Natalie Forcier: Research in South Sudan a war zone, did a NatRep survey using only mobile devices, did CATI research as well, also Somalia and DRC, have more than 150 people doing this research there, had to interview nomadic populations to see when they listen to the radio, they went to watering points where women spend entire days to travel to, would wait for days for a woman to arrive and then ask those nomads about their activities. Flew in a tiny plane to nowhere to research areas of poor nutrition, but there was no airstrip there. Researchers are changing the world and destroying poverty.
- Gang life by Alexander Shashkin: Interviewed people on the streets and in prison. 14 year old gang member was saying he wanted to lead a better life and get a job but when all the guards were asked to leave the room, he eventually told the truth. Kid was happy stealing cars and he hadn’t been happy before. Kid knew his mistake was being caught by the police. He wanted to go back and steal cars.
- Iran opening its doors to global market research by Ebrahim Mohseni: Second speaker was not allowed to come even though esomar emailed iran 20 times to get him permission. First report gave a completion rate of 85% which was 75 points better than the USA so he didn’t believe it. He called a second survey company and they said their completion rates were 80%, apologetically. When he visited Iran he figured out why. US challenge is to gain cooperation, challenge in Iran is disciplining respondents and training interviewers to remain focused. Interviewers start a conversation, discuss the merits of the question, discussion the merits of the response options, then discuss why it’s the best option, then get the opinion of the interviewer. Iran is a communal society. Iranians deliberate everything everytime. Data was extremely rich. Socializing is bigger than TV and movies.
- Dawn of research in a new country by Maria Schimpl: Myanmar story. First visited as a tourist. Paper and pencil, and now CAPI. They are hoping to use mobile very soon. There was no marketing education there. All the companies entered in 2012. No infrastructure. Esomar foundation has helped with training sessions to build up the industry. 75% smartphone now, up from barely 10% a short time ago. There were no focus group facilities so they sat on the floor, maybe in a monstary or a school. Home visits also on the floor in a wooden house with no furniture, often watched as entertainment by all the neighbours. Can’t ask about sensitive topics like contraceptives. People cook on a fireplace outside. Not many brands were actually available so people didn’t have a concept of a brand. Sixty percent of population is aged under 34.
- Interviewing women in the middle east by Fatima El-Khatib: dubai is a hub of research for the area. Field rarely takes place in dubai. Main country of gulf region is saudi. How do you know the demographics of a group of women when they are covered except their eyes. She couldn’t tell if tehy were all women. Had to add gender to the quality checklist. How do you know its not the same women day after day. And all their names are the same because there are three very common names. Used the Whatsapp app and they shared pictures of their cupboards. They really wanted the interviewer to visit their homes and see their kids and families.
- Audience member from India – Rural india for a unilever product. Researching laundry soap, its dark in colour. Cost almost nothing. Who buys something this cheap? Everyone in the village really wanted to participate. Found an abandoned school room. No one would go in the school room because they saw a cobra in there last week. Women were borrowing saris to come. Most women only had their wedding sari to wear, they never went outside.