Tag Archives: ESOMAR

Media and the role of screens #ESOMAR #MRX 

Live blogged from Esomar in Dublin. Any errors or bad jokes are my own.

Watching the devices by Rob Ellis and Lucy Antoniou

  • half of adults own a tablet, two thirds own a smartphone, people can watching anything they want anywhere they want
  • how do people watch video on demand?
  • Combining SCR and eye tracking, n=36 
  • advertising on video on demand broadcast gets 3.5 times more attention that advertising on youtube
  • [interesting how we’re surprised by what we see from eye tracking results. we really are NOT capable of introspection]
  • small screens may allow even more content as people are paying very much attention to the screen
  • brain processing differs by platform, brain works harder for youtube content, more engaged – but this isn’t good. you need a relaxed fluid state to absorb the information.
  • viewers feel differently about ads on VoD, more accepting of them as part of experience
  • not all VoD is the same, you want to be on broadcaster VoD
  • In VoD we trust ūüôā

TV Redefined by Ian Wright and Christian Kurz

  • works for viacom, eg spongebob, south park
  • most important innovation is content itself, what used to be for cinema only is now on TV
  • how do viewers discover new shows? how are they watching tv? how do their tv habits evolve?
  • viewers have redeinfed what tv means to them
  • Television has never been this good
  • TV has overtaken other media, it is the conversation topic
  • stop having a different word for every type of television, viewers just see it as telelvion so just callit that
  • 6 devices on average to watch tv, 5 sources to access tv
  • linear tv still doinates – it satisfies need for passive viewing, and an in the moment live viewing for music and sports events and the new awesome tv show
  • linear tv doesn’t do everything – DVR is for catching up, marathoning is subscription TV,  worth a look is a free video site where i find out if i like soemthing, accasional treat is direct to own in case you decide you might want something, last resort viewing is torrent or illegal activity [please respect the hard work of other professionals, don’t steal music, movies, or research]
  • tv used to be one device, one source
  • there is so much tv it’s difficult to keep up with it all [no it’s not. turn it off. there is an amazing world out there]
  • tablets are good for kids – you can control what your kids can watch and when
  • when is most important by far

Coming of age on screens by Andrew Crysell and Jo Tenzer

  • 70% can’t leave home without their phone, 80% mostly use a mobile device while watching tv, 60% feel closer to the people they know because of social media
  • there are three stages of growing up – optimists 13-15, explorers 16-19, realists 20-24, many ways to slice it up, they chose this way
  • there is a fear of being offine
  • visual vocabulary
  • optimists say life revolves around friends and family, most obsessed with technology, cna’t afford all the tech and they want the newest stuff, they’ve never known a world without technology
  • explorers want to work hard to achieve their goals, think more outwardly, worried about economy, more passionate about education
  • realists – only half say they are optimistic, real world really hits you
  • absolutely reliance on mobile, grew up with it, less worry not to be on time or change your mind because you can cancel anything anytime
  • they don’t talk much on the fun, they connect and share and text, no phone means a lot of anxiety
  • FOBO is the new FOMO (fear of being offline)
  • visual vocab – Fear of Voice – digital allows a visual image for those with a fear of being in front of people, emojis and icons
  • visual content translates across langauges and countries, pictures paints a thousand words
  • 70% expect brands to create entertaining content, one size doesn’t fit all for these age ranges
  • far greater recall if brands can conntect like this 
  • people don’t even knock on the door anymore, a text does th trick

One size no longer fits all Рbeyond traditional surveys #ESOMAR #MRX 

Live blogged at Esomar in Dublin. Any errors or bad jokes are my own.

Modular surveys for agile research by Grant Miller and John Crockett

  • Survey with 150 questions and has been done for 30+ years – social values survey
  • Can we modularize this survey? How will that impact the results?
  • Used RIWI as the data provider, a mostly random URL bar sampler
  • Used chunking, broke survey into multiple sections – reshaped the survey based on sensical modules – 35 modules
  • fielded invidual modules, sometimes 1 or 2 or 3 or 4 randomly selected modules, let people answer as many as they wanted
  • problems with chunking – missing data in different areas, data from ten people might work out to five completes
  • people answered far more modules than expected, but a lot of data was coming from few respondents – 70% of data came from 30% of responders, didn’t see major demographic differences
  • opportunity to ask more questions because it didn’t seem to create bias demgraphically
  • There were differences versus panel data, skewed to younger population
  • [brand name drop :/]
  • RDIT has a positivity bias, more so than online panelists, this source uses scales differently, they were less likely to use the most negative response
  • we have to stop being uncomfortable working with partial data [in other words, stop forcing a response to every survey question!]
  • be open to blended data, partial data, be open to think differently
  • lesson learned – even though people like really short and researchers like really long, you can be inbetween 

When should we ask, we when should we measure by Melanie Revilla and German Loewe

  • How many times did you connect to your email last week?  Do you have access to this information? Can surveys collect this data?
  • Surveys have been used for subjective and objective data over the years, will we do this in the future?
  • What is the determinant of quality in survey data? memory affects it, but our memory is completely overwhelmed
  • we have so many distractions now, events are much quicker, so many products to think about, and why do we bother even trying to remember anything anymore since our phone remembers for us
  • used metering devices associated with a panel, compared stated versus actual passive device usage, is one more accurate and when?
  • asked people about the last five websites they visited, what was the match rate – 1% recalled 5 out of 5,  6% remembered 4, 9% remembered 3, 29% remembered none
  • ask people about ‘most often’ websites, spontaneous recall, 7 days or 2 months, people were far better with 2 months recall
  • with prompted recall,  trend wasn’t as expected but they don’t know why yet
  • there is always more over-reporting than under-reporting, acquiesence bias
  • people don’t remember their online activities
  • recall is even worse on a smartphone, so much marketing taking place [hello competely distracted! phone games, text messages, video watching, snapchatting]
  • think about when six blind men touch a different part of an elephant and they describe it differently, but together, they describe an elephant

Insights20/20 Driving customer centric growth by Christina Jenkins and Frank van den Driest #ESOMAR #MRX 

Live blogged from Esomar in Dublin. Any errors or bad jokes are my own.

  •  we’ve been talking about this for a long time, does it drive business growth [obviously, but implementing it in a way that works for everyone – impossible]
  • image of ten thought leaders on the team – two ladies [um, problem here, fyi speakers at this conference are more likely to be male, something like 62% male]
  • customer centricity means needs, purpose, and commercial
  • biggest opportunities – insights across whole customer journey, behavioural data, presonalization, brand purpose [fyi, personalize does NOT mean putting my name on your email spam]
  • problems of silos and bureaocracy, legacy systems, making sense, recruiting whole brain people; these are problems for underperformers and overperformers
  • Dimensions of growth – external total experience, internal true obsession with customers and needs, strategic lever that insights can be
  • Driver 1 – purpose led. Whiskas cat food did this.
  • Driver 2 – data driven customization – one size fits all to segmentation to micro-targeting to full 1-to-1. Insurance company does this.
  • Driver 3 – touchpoint consistency – Burberry did this.
  • Driver 4 – embraced by all – Most important driver. Marriott is an example. 
  • Driver 5 – leadership priority. Must be top for leaders. Credit Karma is here.
  • Driver 6 – collaboration – work closely with customers, GoPro is here. Sharing photographs and exerperiences.
  • Driver 7 – experimentation. overperformers are likely to be here. From risk management mindset to full empowerment. Must do this to grow quickly.
  • [nice lists of lowest to highest level of each driver in the presenation]
  • Driver 8 – leading role of insights and analytics I&A. support or insprire or challenge or lead – where are you on this road
  • Driver 9 – unlock the power of data, linking different sources, know what data you have, link, integrate, predict [BINGO word ‘unlock the power’]
  • Driver 10 – Critical capabilities. Mondelez example
  • forty large companies participated to benchmark themselves. largest gap in leading role of insights and analytics, next gaps are experimentation, collaboration
  • NOW we need to focus on detail of the data – No. NOW we need to focus on actionability of data – YES! [But boy we’re good at making charts and tables full of details!]
  • Engage with customers, talk with them, eat with them, connect with them [i.e., remember they are people who eat and drink and play. not just bots that click in survey answers]

Research Reinvention at Unilever by Stan Stanunathan and BV Pradeep #ESOMAR #MRX 

LIve blogged at Esomar in Dublin. Any errors or bad jokes are my own.

  • What did you do yesterday? Spent it not with people, but with his smartphone. Lots interaction with gadgets.
  • people look at their phones 150 times a day, that’s a lot of times
  • how do you manage your time – he tweeted 20 times yesterday, he took no surveys because those are an intrusion into his discretionary time, only spend time on things that add value
  • putting people first – people are consumers for a very short time of the day, other than that they are just people, why focus only on the consumer, miss really big insights, need to understand people
  • insights is no longer just for market researchers, its everyone in the organization
  • employees are also consumers, they should be understanding consumers/people as part of their jobs too
  • Unlease the power [BINGO]
  • Need to ask fewer questions and do more observations. Only ask WHY people do what they do. Don’t ask what they’re doing [hello big data and your amazing observational powers!]
  • “What’s for dinner” technology – robot that can have a discussion with people, send a text message to the machine, it chats with you and asks what you have in your kitchen, maybe take a photograph of your fridge, gives you ideas for what to cook and helps you cook it via instructions, maybe tell them to call a real person who can help you in more specific detail. This could easily be a one to one interview. Fundamentally transform interviews. Very cost effective.
  • how do we create double impact in half the time with half the cost. how do you make this happen? Many startups didn’t realize they had technology that could help market researchers, didn’t even know market research existed
  • Sharktank – appointed MR mentors to  startup companies to create a product, products we would never have thought up 18 months ago
  • big data has always been big relative to our computer power, given our processing power big data today is just as big as it was 30 years ago  
  • what do you MEAN by big data, how can we use it smarter 
  • they are now doing meta-analysis on the 200 youtube videos they’ve done to determine what makes a great video
  • the pace of change will never be this slow again [scary isn’t it. we think this is fast!]
  • our valuation is what we DO with the data, not how we GET the data [in other words, actual insights, not just data points]
  • small nimble players are growing a lot faster, 8 week studies isn’t good enough, done is better than perfect, stop “polishing the turd”
  • in last two years, 20% of money moved to learning about the future

60 second elevator pitches: Annie’s Unofficial Scores #ESOMAR #MRX¬†

Ok everyone, impress us, excite us, stand out, make us remember you and want to find you in the crowd. 

These are my personal opinions…. F is horrid, D is bad, C is average, B is good, A is holy cow what was your name again! Do NOT go over time!

  • Kelly from C&C research – standard speech with standard slides, not well practiced though, didn’t finish in the alloted time – Grade: C
  • Emanuel from Strategir –  described where their name came from, explained the objectives of their research, standard slides, didn’t finish in time – Grade: C+
  • James from GeoPoll – stood in front of the podium, described the challenges, standard description, ran out of time and kept talking – Grade C
  • Rudy from Dapressy – stood away from the podium, standard talk, standard slides, went over time = Grade C
  • Alice from RealityMine – good speaking skills, described a real process, finished on time  – Grade B-

Second session –  these folks saw the first session so the bar might be higher this time. Good luck!

  • Chris from SSI – did a fun with flags game [yup, big bang reference] of where SSI has offices. nice attempt but the audience is just a big mumble and I can’t hear the answers. DIdn’t hear anything about the company. Ran out of time and kept talking. Grade B-
  • Wally from Confirmit – desribed a project to find out what kind of researcher someone is, showed random open text answers. Kept talking over time. Grade C+
  • DImitri from CoolTool – product description. Finished on time! Grade B
  • Carolyn from Google consumer surveys – mentioned they do sampling, 1000 publishers, have an app, just mentioned three key issues that will catch people’s attention, Grade B+
  • Tony from Sample Answers – slightly different company description. Went over but they started him over. Grade – C
  • Bilendi – standard company description, quite like the black background!, but can’t read the charts. FInished on time! Grade C+
  • Dave from Voxpopme –  “power of storytelling” Buzzword BINGO!  No slides, just listen. Focus on videos. Plain and simple. Grade B-

The economics of revelation by Susan HayesCulleton #ESOMAR #MRX 

Live blogged from #ESOMAR in Dublin, Ireland. Any errors or bad jokes are my own.

 

  •  The human mind always makes progress but it is progress in spirals
  • does how we pay affect GDP? cash, cheque, credit. this was answered by going to market researchers and it affects capital expenditures, government policy, innovation spending, central bank decisions, taxation externalaties, trade balance, security spending, real estate requirments, bookkeeping productivity, marginal propensity to consume
  • If you want to know th road ahead, ask those coming back
  • what is thought leadership?  
  • training – what will happen in the future
  • consulting – 
  • bloggers – they have immense power, inch wide but a mile deep, people turn here for news not traditional media [oooo, could that be me?]
  • retention – becoming bigger, companies want to hold nice events but they want thought leaders in their industry to be there
  • leverage – send people something of value that doesn’t cost a thing, use anniversaires of events as reminders, don’t make it a sales pitch, just make it information  [bingo word :)]
  • marketing – companies realize they can’t be left behind in the content area, maybe don’t have the resources to do it, partner with outside companies to produce niche content
  • ecosystem – people issue more white papers as lead generation [except it’s kind of overdone now, everyone wants your email address before you can read it :/ ]
  • business models – businesses that are simply thought leadership
  • speaking – people want to hear about what’s five years from now
  • People are often scared by big data, you feel like you should use it all but why can’t you just pick up what’s relevant and synthesize that part, we’re on the cusp of big data becoming huge
  • companies are turning to market researchers for help with big data [actually, no they aren’t. they’re turning to big data companies because market researchers have their head in the sand]
  • all the young people have turned to snapchat and facebook is only used for stalking
  • big data turns into new models, new language, business insights, marketable commodity, content management, market valuations, informal mentoring, new language like impressions and click through rates
  • why is facebook valued more richly than a company like toyota or disney, we want to know what’s happening RIGHT NOW, we want to get in on the conversation, we are watching the hashtag for esomar
  • RonR – return on relatonship [i thought that meant research on research, yeah, that’s better]
  • 1 – number of impressions
  • 2 – click through rate of the company
  • 3 – conversion rate – how many email address will be left once you click through to the landing page – for 1 email address i need 1000 impressions
  • 4 – how much will this cost
  • 5 – first time purchasers are more likely to look online for researchers, count them as two
  • 6 – for investment services, people turn to internet for reassurance, fount them as more then two
  • top 3 divided by bottom 3 – created a proprietary indicator, this gives her the x-factor dealing with customers
  • work ON your business, not IN your business while at congress

The Bakery Review: Measures of Dubliniciousness at #Esomar

Similar to last year’s adventures in macarons in Nice, I’m going to give a whirl at a single blog post about the various bakeries I visit in Dublin. Because if you can’t be here to eat, or you’re on one of those fancy diet things that prevents you from enjoying the wonders of being alive, you might as well read about it.

If you’re curious, keep an eye on this specific blog post as I’ll update it whenever possible and necessary. This is serious business.

Saturday, September 26: Arrive Dublin, find my hotel, find the conference venue

After many false starts at cafes and coffee houses, I finally found myself in a bakery. Not a place that sells coffee and ships in treats to eat with those coffees. A places that bakes bread, treats and, oh, by the way, there’s a coffee machine over there but no one uses it. (Apologies for not catching the name of the bakery. I’ll try to find it again.)

With much to choose from, I finally whittled it down to an Apple Sponge and a tea biscuit. I’m a huge fan of tea biscuits so I was quite happy that these were nice big fat ones, no skimping here. One tea biscuit did the trick. As they should be, it was a little dry. Of course, it could have used some butter if you’re more used to the cake style of biscuit.

The Apple Sponge… was not the picture you see here. I’m guessing two things were named apple so I messed up in what i asked for. It was more like phylo pastry with apple pie filling. So, while tasty and desserty, it didn’t have a home made feeling to it. And, it was sticky as heck.

Regardless, day one’s verdict. B – Tasty, good, but not drooling in heaven.   

 

Sunday September 27: Presentation rehearsal in the morning, baking hunting the afternoon

My plan for the day was a visit to the Glasnevin Cemetery which is next door to a botanical garden. I quite enjoying visiting cemeteries so I”ve been to a lot. However this is the first one i’ve even been to that had a cafe and gift shop! Even though i NEVER, and truly mean never, go to restaurants and grab a sit down meal when I travel, i just had to grab a tea biscuit and have a sit. The tea biscuit was very similar to yesterday’s. Nice and big with raisins. Slighty dry though I did have butter this time and it was delish. I suspect the scenery helped! B+ I think!

 
It was also my lucky day in that I passed by another bakery. Woo hoo! Ann’s Bakery has a few more pastry type things as well but, in case you didn’t know, I really really like tea biscuits. So that’s what I asked for. In return, I got a puzzled look and a ‘wuuuut?’ Apparently, tea biscuit is a foreign word here! I instead asked for a scone and then I got another question! With or without fruit?  In my head I’m thinking, oh they have some with apple or currents or raisins or who knows what! Nope. Raisins. Just raisins. But don’t say raisins. Say fruit. Weird. Aaaaaaanyways, the tea biscuit here was still a lovely big size and they were all made in a neat shoved over kind of shape.  On top of that, they tasted quite different. These had quite a lot of sugar in them and seemed more like cake than a tea biscuit. While delicious, as a scone it was not delicious. I’ll have to give it a C. 

Still waiting on that one of a kind, oh my goodness, this is totally stunning find. ūüôā

  

Neuro to Big Data to Segmentation: Multi-mode wins #ESOMAR #MRX

esomarLive blogging from #ESOMAR Congress 2014 in Nice, France. Any errors or bad jokes are my own.

Car Clinics 3.0: Designing better cars by peering into the consumers brains by Fatima El-khatib, haystack International, Belgium, Ronny Pauwels, Toyota Motor Europe, Belgium, Wim Hamaekers, haystack International, Belgium

  • Something didn’t feel right about a car they were test driving, but they didn’t quite know what
  • How do you measure the unconscious? Combine qual quant and something new, neuromarketing
  • Customers don’t say what they do and they don’t do what they say. So why ask them everything.
  • Protypes were highly confidential so couldn’t use them. Had to use older available materials.
  • EEG captures long term engagement and relevance, based on avoidance and approach theory
  • Lab test showed computer generated images, 5 views of the exterior, 8 views of the interior, film was about 3 minutes
  • People liked the wheels of one vehicle but not much else. For the other vehicle, everything was fine and average.
  • Because of biometric results, focused on the specific positive and negative features
  • Verbal results shows little differences between the vehicles but EEG showed one vehicle had much more positive feelings. Could see the specific details that people were not able to express verbally.
  • What about asking people about the fabric and dashboard ornaments.
  • VW Polo and Hyundai ornaments performed well but Citroen and Peugeot 208 performed awful based on Galvanic Skin Response.
  • Consumers have difficulty expressing everything verbally. Overall engagement doesn’t matter, it’s all the individual elements that matter. Even the tiniest details of a car can have a huge effect.
  • Neuro is now an official tool for Toyota. They look at the same business questions from different angles. It helps to optimize the car development process.
  • Neuro is not the holy grail – multi-mode is the holy grail. You still need experimental research designs.
  • Be brave, be daring, use the new techniques and see if/which ones add value.

Communication Analytics: Effectiveness Research for Conversion Based Campaign Planning:  How to measure effects of (offline) campaigns on web visits sales and conversion by Erik Prins, Validators, Netherlands
Iris van Dam, Validators, Netherlands, Martin Leeflang, Validators, Netherlands, Sander Pot, Ticketveiling, Netherlands

  • “Moneyball” with Brad Pitt is all about big data. Baseball is all statistics. Used all the statistics to put together an unlikely team that came second place¬†in the end. Cost per player was $250 000 when other teams paid 2.5 million per player.
  • Can we do money ball in a media campaign.
  • Can you correlate campaigns and web visitors, sales, and conversion. Of course.¬†Can calculate cost per anything – media, shopper, clicks.
  • Know the media schedules by the minute, TV, radio, everything. Know all sales, new and old customers.
  • Import all this data into one platform. Calculate cost per mille – how much to reach one thousand people. Cost per sales, cost per shopper, cost per click.
  • Calculate how many people visited website after commercials over an entire year – It cost 0.25E to get someone to their website for one specific channel. Another channel ended up at 12E per customer. ¬†The time of day matters, midday was so much cheaper.
  • Online is winning in Netherlands because they can measure views and clicks.
  • Outdoor advertising is activating existing customers. For new clients, you need TV and radio. Online media is more expensive
  • For Ticketveiling, the win it midday programming. Outdoor format was highway signs. Radio target was a few very specific channels. ¬†Don’t burst all your funds at once, drip your funds is much cheaper.
  • There is less need for traditional research now, need to shift into research consulting, and clients understand this more.

New Perspectives: How a segmentation provided new ways of looking at consumers thereby unlocking sales potential by Alastair Liptrot, Simplot, Australia, Neale Cotton, The Lab Strategy & Planning, Australia, Paul Labagnara, The Lab Strategy & Planning, Australia, Peter Stuchberry, Nature Research, Australia

  • Start somewhere different if you want to end up somewhere different. Try starting at the end. How will you apply your research in the end?
  • Invest your money in a safe bank or lose it all at a casino. Or invest it in a segmentation [I much prefer the segmentation option ūüôā ]
  • Simplot is products in Australia in the freezer, to chiller, to house
  • Normally small packs, large packs, kiddie packs. Need to look beyond demographics
  • Most don’t have longevity or are only demo based, and may not complement existing tools or data.
  • Had to work with current categories and brands, as well as future brands.
  • developed four pillars – involvement – how much you love cooking 2) health 3) convenience 4) value
  • Decided on 8 segment model.
  • used Nielsen homescan – people who scan all their supermarket purchases. tagged everyone with a segment, used personality, demographics
  • Had to inspire the team to embrace the segmentation. Need to make the people feel a part of it, encourage acceptance and engagement. Had them engage from the very beginning. Include them in naming the segments so they truly understand what the segments are. ¬†Created a game show for the marketing team to better understand the segments and how to use them.
  • Delivered 30 million in revenue for a $250000 investment
  • The project would have gone on the shelf if they hadn’t though about how they would use it in the end

What Inspires Customer Innovation by Marion Debruyne #ESOMAR #MRX

esomarLive blogging from #ESOMAR Congress 2014 in Nice, France. Any errors or bad jokes are my own.

What Inspires Customer Innovation?¬†by¬†Marion Debruyne, Author of ‘Customer Innovation’ and Professor in Marketing Strategy & Innovation, Vlerick Business School, Belgium

  • Lot of focus on reducing costs, we’ve squeezed as much as we can out of operations; now the focus is back to the topline – new markets, new products, better penetration, more relevant offers
  • Challenges – customer centricity, innovation, performance
  • Are we in pole position to help our customers address challenges? Are we their key ally?
  • How to innovate and re-invent to bring new solutions to customers?
  • Create touch points for immediate feedback [Concus does this – they force you to answer a 4 item survey EVERY SINGLE TIME you go on their site. it’s annoying. BUT, A&W has a kiosk at the counter you can use if you wish. Voluntary is key!]
  • use crowdsourcing to capture quick consumer opinions
  • [Mention of patients like me – odd to hear this mentioned as a discussion board with no mention of the HUGE privacy controversy from them]
  • Are you stopping yourself from reinventing and innovating?
  • Competence enhancing innovation – exploit existing skills, more sophisticated approaches to build on what you’re already doing, seen as opportunities
  • Competence destroying innovation – seen as a threat, cannibalizes existing business, ¬†don’t like to shoot yourself in the fear, fear of cannibalizing is the number one fear, don’t want to invest here, rational developed in the 80s, know your core competencies and build on them isn’t always the best idea
  • Threat – biggest threats are the ones you don’t see coming, firms lose their leadership position by listening to customers, aren’t customers always right? They’re just asking for more and better of the same. Means we don’t see what is happening outside of that world. ¬†[Hear again – listen to your NONusers!]
  • Managers think of only 3 to 7 companies as their competitors. We pay minute attention to these people but if someone outside that set does the same, we don’t pay attention to it. We think it’s more credible if a competitor does it. More attention, more relevance, more credibility if an innovation comes from a competitor even when the same thing is done by someone we don’t consider to be a competitor.
  • Change is always on the periphery. Smart competitors know this. They won’t attack you doing the same thing you’ve always done.
  • Judo strategy – Different weight categories and an open category. An 80 kl guy can fight a 120 kl guy. The smaller guy can still win. Judo means you use the weight of your opponent to your own advantage.
  • Why aren’t WE that Judo company?
  • Be customer focused but consider what you accomplish for them – it’s not photography, it’s memories.
  • Follow the user and everything else will follow – connect but don’t fall into the trap
  • Constantly innovate – but don’t fall into the competency trap or the competitor trap

Clients Speak and Vendors Listen #ESOMAR #MRX

esomarLive blogging from #ESOMAR Congress 2014 in Nice, France. Any errors or bad jokes are my own.

Why Do I Still Come To Work?: What motivates long-time market researchers to stay, and what will motivate young ones to remain in the industry? by Andrey Evtenko, Nestlé, Switzerland, Jeremy Pace, Nestlé, Switzerland

  • Also noticed that most people just fall into research. But why do they stay.
  • [Maslows hierarchy is shown. again. but it’s missing the wifi and battery base. ūüôā ]
  • Do market researchers seek self-actualization, the top of the pyramid? ¬†[Yes, I do]
  • 16 drivers to motivate people to work in MRX via exploratory qual and surveys
  • Self actualize – Intellectual challenge, opportunity to be a deep knowledge expert, leverage innate strengths, power of surprise, opportunity for creativity
  • Self esteem – confidence, achievement, respect of others, need to be unique individual
  • At large we are driven by universal motivations
  • Intellectual challenge – We are compulsive puzzle solvers
  • Power of surprise and discover – More salient with younger people [for me, it’s getting sql code to work and then BANG the result is not what you expected]
  • Opportunity to be a deep expert – someone people can trust, can guide other people
  • Leverages inner strengths – curiosity is in their nature, learning from other people
  • How are we different from marketing? ¬†Marketing like launching, we like learning
  • What about young researchers? ¬†More purposeful and intentional when they get into the industry. want intellectual challenge, but 30% are not¬†committed to stay in MR
  • How to self actualize – people want control over their lives, people want to get better at what they do, people want to be part of something bigger than they are – Autonomy, Mastery, Purpose – intrinsic motivators
  • Strive for perfect even though you know you will never achieve. Never finish trying. People find this energizing
  • Confections bring happiness to people’s lives, brings value to others [bring the value here!]
  • Find your own inspiration. Intrinsic motivation is in here. [Totally agree. YOU are in control of your happiness and your career]

Make Your Stakeholders Smarter: Moving beyond the dashboard and into configurable insights by Christian Kugel, AOL, USA, Thomas Kelly, AOL, USA

  • How do you make other people smarter? Can you? No.
  • AOL survived the worst merger in global history with Warner, But, Number 2 in video ad servicing, Number¬†2 in ad tech and programmatic ads
  • it’s getting harder to bring in 1.8 billion dollars in revenue
  • Prove my campaign is working for me, lunch was nice, your pitch was nice, but prove it
  • Need people and technology to solve this problem
  • Set up a team for RFPs and deliverables, but had to automate beyond people
  • Sample size of 1 case studies can create sales, but they aren’t typical.¬†why not use billions of records to show normative results
  • dashboards not so great, unless the takeaway and story are the dashboard
  • meta-tag me – super important, distill and simplify, we always lose knowledge in the endless loo that is the share drive. tag every study with method, result, sources, tools so that anyone can kind relevant information later on, even after you’ve forgotten about about it
  • To democratize data, be neither slave nor master but liberator

Inspiring Insight to Action: The evolution of MasterCard Priceless Cities by Christina (Tina) M. Nathanson, MasterCard, USA

  • IMG_3422[1][Starts with a shoutout to her mom ūüôā ¬†]
  • “For everything else there’s mastercard” – 17 years old, 112 countries, 53 languages
  • We need to enable priceless moments. Heard of a priceless city?
  • How did research inspire?¬†¬†Have you lived in a city your whole live and never visited the tourist attractions?
  • People identify themselves as being from a city, not a country
  • By 2050, 2/3 of world population will live in a city
  • Evolution of priceless cities – move from data gatherers to being insight drivers
  • Created a world travel index – where do affluent travelers go?
  • Want to understand cross border spending – concentrated in 20 global cities, generally among the affluent – spending 218 billion dollars, spend $1245 on an average trip [I’ve spent about $40 on macarons ūüôā ]
  • Identify shopping passions, sporting events, restaurants and classified by race, city origin
  • How do we create the next generation of priceless cities.
  • Project to bring Brazilian customer to life – Meet and greet between consumers and executives, travelers want to learn about the hidden gems, things only locals know about
  • Now relaunching priceless cities, one in Toronto. Offer mastercard users special offers and information of things to explore in a new city. Let’s merchants promote their brands abroad. Gives consumers a reason to use their mastercard.
  • Works well on all devices – same experience on phone and on desktop [yup, i’m sick of getting less content via mobile phone]

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