Welcome to this series of live blogs from the Market Research in the Mobile World Conference in Cincinnati. With so many sessions, I’m only blogging about a few sessions each day. All posts appear within minutes after the speaker has finished. Any errors, omissions, or silly side comments are my own. I’ll also be providing end of day summary blog posts for Esomar so keep your eyes peeled for those as well.
David Johnson Decooda: Emotions to Business Value
- “I’m willing to pay for anything as long as I don’t already know it” [seriously? then why are you running surveys?]
- Basic sentiment – relates to social media or mobile. It’s not just thumbs up and thumbs down.
- Emotions have affect and valence: WHAT is the emotion and how STRONG is it.
- Profiles include psychographics, demographics, and personas. And it changes all the time.
- [This is a panel discussion. my comments aren’t attributed to individual people]
- Focus on your core competency and tell why what you do is different and why we should focus on it
- Vendors are anxious to work with you and then clients have to rewrite the reports to be relevant to your company, clients can tell a junior person who doesn’t know the business wrote the report
- Some clients just want better than “gut.” Don’t have time or money for a full report.
- Clients need the unfiltered view of consumers, whatever the methodology
- Clients would trade the technology or the method to work with the right people
- Clients most impressed when vendors bring insights to the table right at the beginning [do you mean free research? ask chuck chaprapani about that 🙂 ]
- Not impressed with breadth. Prefer we do this one thing really really well. [agree, do everything kinda crappy or one thing right. otherwise it feels like carpet bombing]
- Vendor says “Here is what we need” and client responds “here is what we do.” This is completely unacceptable.
- Clients use case studies and word of mouth to find/choose vendors
- Pay for performance is a difficult model because good research leaves you with even more questions.
- Procurement is the dad on the porch holding the shotgun
- If you claim you are a global company that you ought to be global with offices in each country, and you actually work with the people in your other offices
- A group discussion of what we’ve learned so far
- Mobile is a disruptive device, our environments are no longer device free, 40% of consumers use their smartphone on the toilet
- By 2016, 70% of the worlds population will have a mobile subscription
- Consumers are already using mobile to answer survey whether we want them to or not, even the really long, really complicated surveys.
- Can we be device agnostic? Will your research work on smartphones, tablets, laptops…
- Once methods are device agnostic, can you really combine the data as if there are no differences there. [fabulous point]
- Device agnosticity is a necessity but don’t do it when it’s not the right thing to do
- Websites know when you’re viewing a website on a phone or a laptop so why don’t surveys do this?
- That’s Me, The New Editor-In-Chief of MRIA’s Vue Magazine #MRX (lovestats.wordpress.com)
- The Top 10 Things We Love About Social Media Research #MRX (lovestats.wordpress.com)
- I hate social media research because: there are no demographics #1 #MRX (lovestats.wordpress.com)
- What Market Research in the Mobile World means to me #MRX #MRMW (lovestats.wordpress.com)
- This is my blog. This is my blog on spam. #MRX (lovestats.wordpress.com)
Session summary of the Marketing Research Association 2011 annual conference. These are my interpretations of the session. They were written during the session and posted immediately afterwards. Any inaccuracies and silliness are my own.
Keynote: What It Means to be a Connected Human in the 21st Century
James McQuivey, Ph.D., Forrester Research
- Dr. Everett Rogers is the father of Diffusion of Innovation, brought S-curves to life
- Our tools and theories are not perfect but that’s fine; we make mistake and learn how to predict the future better because of that
- Everything he studied in career is now useless, had to rethink adoption curve and what penetration looks like, can’t rely on certain set of early adopters anymore
- Digital adoption revolution is occuring, adoption is faster than ever, things they adopt stimulate adoption of many other things, it’s a loop, We are on the verge of changing what it really means to be human
- Top digital product 2010: Kindle, iPad, Kinect; Are these anomonlies, how well they have sold? No, not in same year, with same growth. Virtuous cycle enable a digital life.
- Circle: How we connect (home networks, internet, high speed), What we connect (ipads, games, laptop, phone; xbox or game console pushes people over 4+ threshold of connected items), How we experience (power of apps, this way cool game, addicted drug of choice, give me more better experiences)
Entering the era of experience. Industrial revolution, Era of Production (make better faster stronger stuff), Era of Distribution (amazon and walmart distribute), Era of Experience (differentiate from competitors based on experience, distinct value for customer)
- Digital products will enable and require other non-digital products be reborn as digital experiences
- Beauty category: Bathroom, above mirror is a camera, stand in front of mirror and it shows you what you would look like with your hair redone or makeup done. Whoever owns that mirror owns the customer – the makeup company, the computer company
- Flight apps already do this – they tell you if your flight is on time before the announcements in the terminal, relax – you already missed your flight 🙂 It’s a digital experience even though it doesn’t change the way you fly
- Food assistant app – pick recipes, shopping list with an app, update your spouses app with your shopping list
- Meal snap – take a picture and it estimates the calories in the food, that’s a personal relationship, more than your personal training who sees you once per month
- Total Product Experience – expand product beyond normal boundary, reinforces product not just brand, creates a new depth of customer experience more persistent and more meaningful
- Device, Platform, Service or application
- (Had to leave half way through, be sure to download the prez from the Forrester website)
- Pettit: Survey + Cell + SMR #MRIA2011 (lovestats.wordpress.com)
- Forrester Research on Social Business Intelligence (arnoldit.com)
- Richards and Bland: Audience Segmentation, American Cancer Society #MRA_AC #MRX (lovestats.wordpress.com)
- Blyn: ESPN Brand Health #MRA_AC #MRX (lovestats.wordpress.com)
- Ginsberg: Neuro-Based Research, Intel #MRA_AC #MRX (lovestats.wordpress.com)
- The #MRA_AC Good Stuff: Vendor Freebies! #MRX (lovestats.wordpress.com)
- The Zoo that is Market Research #MRA_AC #MRX (lovestats.wordpress.com)