Tag Archives: future

What Customers Will Want: The How-To of identifying the future of customers needs and wants by Greg Yezersky, Oakland University

Live note-taking of the November 10, 2016 webinar. Any errors are my own.

  • Average company lifespan on S&P was 65 years 50 years ago. Now, projections say it is about 18 years.
  • 86% of original fortune 500 companies are gone; of fortune 100, 43% are gone
  • Permanently excellent companies and industries do not exist
  • Challenge: what is the root cause of success
  • Research, concept, design, production, sales, all of this takes time. What people wanted before, they might not want anymore. We need to know what people will want in the future. We don’t have a crystal ball.
  • Traditional approach is to follow trends, square shoulders and holes in jeans leads to new fashion trends so we adjust are machines for those, and then the trend goes away
  • People don’t know what they will want in the future
  • Don’t identify the right problem, identify the wrong problem. For example, a fish isn’t trying to escape the fishbowl, it’s aiming for a bigger fishbowl
  • Purple ketchup and blue Pepsi were mistakes
  • Innovation is gambling and much riskier, you win 50% of the time by gambling on red or on black
  • Is the future knowable, it is not predictable, how do you know what will happen if you drop an egg off the roof… you predict it will break because you have a theory of gravity, science, you even know how fast it will fall
  • Is there a science of innovation, what people will want, what innovations will succeed
  • Need a theory that works in any market, any application, with significant risk reduction
  • 90% of theories focus on the brain of the inventor, or you can look at evolution of systems, a sequence of steps, from phonograph to record to tape to disk to mp3
  • evolution has order, it’s not purely random
  • evolutionary forecasting needs – evolution is not random, set of natural laws
  • evolution forecasting of the lawnmower – customer experience matters, forecasting is identify future problems and solve the problem, how do you ID the problem?
  • How do you avoid wasting time by needing more oil, needing to sharpen blades, needing to try to start it 50 times, how to avoid me walking the machine over the lawn (robot mower)
  • [more content in webinar but I had to leave]

 

Opening plenary session: Trends, Mobile Surveys, and Hacking Data #IIeX

Live blogged at #IIeX Atlanta. Any errors or bad jokes are my own. 


Using future trends to change business outcomes by J. Walker Smith

  • we should focus more on the vanishing point, turning points that look like cliffs not hockey sticks
  • we always look for the next best thing, weak signals getting stronger, before things become mainstream
  • its a coding problem, how do you know what to look for if you’ve never seen it, we don’t know how to look for it, is it just luck

  • experts are worse than chance at predicting the future
  • start with things you know how to code for, the obvious big things that you can’t ignore, what are the strong signals that are weakening because these are where innovation opportunities are opening up
  • narrow field of view to zero in on one spot where we know change is going to occur, these are unrecognized things that are already eroding.
  • big things have to make room for smaller things to spread
  • single households/solo living is the next big thing approach, we need products and services to allow people to live solo livestyles. but this is wrong. single households are just one small piece of a major dynamic. Bigger dynamic is actually shift from marrying early to marrying later. Vanishing point is marrying early. Many reasons for this. Result is not no marriage or solo living. People still get married but it’s just later. Longer transition to a married lifestyle.
  • In USA, 7 year increase, China 1 year, Russia, 2 years, India 3 years, [sorry, can’t read the others but some countries look like marrying up to 10 years later!]
  • People are not learning how to live alone but how to connect. How do you replace the lost family connections around things like eating a meal. Zipbob is a website where single people make restaurant reservations to share a meal with strangers. Mokbang is a website where you livestream with foodporn stars eating meals.  Use technology to live together in a different way.
  • The Kinship economy – data is always a secondary consideration of technology. Its always been about connecting people.
  • We spend all our time trying to get people to connect with our brand. We brought this to social media in the last ten years. But people don’t want a relationship with your brand but rather with people.
  • we need to be in the business of social currency, give people a way to connect with other people.
  • the bigger opportunity space is togetherness not single-ness.
  • [interesting talk, never really thought about it like that]

Who needs to ask a question? Using social media data to predict behavior by Vesselin Popov

  • digital footprints are a new way of doing psychometrics [i LOVE psychometrics. that was my career goal that led me to MR]
  • started with a facebook app mypersonality, among many other test games. They let people take them for free. Asked people to opt in to share the data with them. 6 million people shared their data. They share this data with 18 universities. They also have people’s status updates and facebook demos likes etc.
  • Is there a relatinship between your likes and your personality profile. Massively.
  • Compared friend ratings to computer model. Computer is better than a human judge once you have 300 likes. Used the Big 5 Index.
  • Can predict intelligence, life satisfaction, and more
  • Can compare profiles of people who like tom cruise vs frank sinatra – sinatra is more liberal and artistic. Artistic people like oscar wilde, banhause, plato, jon waters, Leonard Cohen. Try targeting on these criteria
  • introverts use different words than extraverts who talk about parties, night, tonight, weekend, excited where introverts talk about computers, anime [seriously? anime suggests a very skewed sample of introverts participated. Or we’re looking at differences due to decimal places not reality]
  • you can reach the hard to reach through their digital footprint [if you have permission to do so, just because you have a facebook profile doesn’t mean you’ve opted in to research]

It’s not me, It’s you: Research participants and data speak on mobile design and data quality by Melanie Courtright

  • we take participants for granted, we make promises to them and disappoint them

  •  we promise that they can answer the surveys, that we’ll be device agnostic but we’re now. More than half of surveys fail when taken on a mobile device. Enrollment via mobile device as increased by 300%
  • Most often a grid is turned into a set of vertical scale single questions
  • PC style surveys on a smartphone take ridiculous amount of time. people speed through once they’ve had enough. Speeding or quiting – what’s your preference.
  • Enjoyability scores are massively lower. Ease scores are a lot lower as well. When it’s fun and easy, people use the variability that is present in the scale.
  • people stop using the end of scale because it’s too difficult to do all the scrolling
  • when all the data is living together, you only need to ask questions about what isn’t already in that data. we must ask less and track more. don’t ask everything you can think of. stop ‘just adding one more question’
  • right isn’t always easy.

Hacking insights to drive innovation and ROI by Rolfe Swinton

  • cracker is someone who hacks with malicious intent
  • playful solving of technical work that requires deep understanding especially of a computer system
  • do you want your parole board meeting at 9am or 4pm? It’s just data right? the best time is first thing in the morning, immediately after lunch, or immediately after break. Never just before break time or home time.
  • sensor technology is becoming ubiquitous and nearly free. first gps cost $120000, now it’s $50
  • are companies changing at the same rate? digital video growth is 3 times in the last 3 years, across all age groups
  • hacking reason – tackling big problems requires a lot of components coming together
  • hacking reason – needs to be an act of play, need to take risks and have fun
  • when should you reach car buyers? peeople think about hair cuts near the end of the week,  cars they think about at the beginning of the week and go at the end of the wee

Emerging Technologies – Are They Still Emerging? Lenny Murphy, GreenBook Blog and GRIT Report #NetGain2015 #MRX

Netgain 2015Live blogging from the Net Gain 2015 conference in Toronto, Canada. Any errors or bad jokes are my own.

Emerging Technologies – Are They Still Emerging?

Lenny Murphy, Editor-in-Chief of GreenBook Blog and GRIT Report

  • Attitudinal, behavioural, and intrinsic data
  • Foundational research is no longer taking months but hours
  • Moving from questioning to discussing, from asking to observing, from data to insight, from understanding to predicting, from the big survey to data streams, from rational to behavioural, from quarterly to real time, from siloed to converged
  • the traditional survey as the primary driver of information will decline
  • Data science is not a hoity toity term for a statistician. It’s information technology and algorithms and languages and hadoop and R. It’s statistics on steroids.
  • The future looks very different.
  • Over the next five years, we are in the realm of DIY, non-conscious measurement is emerging such as facial scanning and automated emotion measuring, automation and AI in terms of very very smart devices, internet of things where all of your things will collect and share data from your shoes to your car, virtual and augmented reality will change our media habits
  • DIY – there are many free DIY tools
  • The ‘make it’ revolution – consumers can ‘print’ their own things, print some shoes, do an ideation session using a printer. cost of these devices can be as low as $100.
  • Emotional measurement – facial scanning, shopping behaviour videos, eye tracking
  • AI – tons of money going here, google has spent millions on quantum computers, these will just be part of everything we do
  • Internet of Things – Internet as we know it might disappear. Daily lives are just always all connected. e.g., Microsoft’s hololense.
  • Do a virtual shopping experience without a computer. But you still feel like you are in the store.
  • Imagine a connect fridge [will it shop for me once it notices I’m out of BREAD AND MILK!!]
  • Google Glass succeeded in every aspect they hoped. The real product will come out in the next couple of years.
  • Gamification has never taken hold but many companies are working in this area. Game to map out neurons.
  • Which companies will be our competitors for clients and budget?  Google, IBM, Apple, facebook, AOL, Verizon, Comcast, Disney, at&t, GE, groupm, WPP, amazon

What’s Hot and What’s Not Hot by Ray Poynter, Vision Critical University #NetGain2015 #MRX

Netgain 2015Live blogging from the Net Gain 2015 conference in Toronto, Canada. Any errors or bad jokes are my own.

What’s Hot and What’s Not Hot: Ray Poynter, Director of Vision Critical University

  • Ray’s book are for sale at the back of the conference. Find him and he will sign your book! (Yes, please!)

  •  What is still hot?
  • Mobile is really big and that’s why Ray has written a book on it [buy it 🙂 ]
  • Why is CATI so big – in this room, most people do NOT answer the landline in their home. Mobile used to cost more. Not sure if the person will be driving when you call a mobile phone. Hard to geographically target mobile phones like you could RDD.
  • PEW research is top notch CATI probability surveys. It is the majority of what they do and they have just recently bumped the percentage of their calls that is mobile.
  • Online surveys – 30% are attempted by people on mobile. Some people KNOW they are doing mobile and others don’t. May be 50% in just a couple of years. But only 15% of surveys are suitable for mobile devices. Most surveys are not optimized for mobile. Not thought about wording or question types. Not even checking the data to see if mobile vs laptop data are different.
  • ray poynterIn 950 Tesco stores, they do surveys on tablets with geolocation, datestamp, etc.
  • Heineken did a beer audit in Africa. Recruited interviewers, gave them a smartphone. Phone made SURE every location was geotagged. Photos of every location. Quality of data was far superior.
  • Communities
  • Companies doing so are beginning to disappear because communities are more mainstream. Everyone has their own community.
  • DIY is enormous in society. DIY travel, DIY bank machines, Uber, AirBNB, ZappiStore.
  • DIY has spawned automation. If every idiot can write a survey, they will. So let’s make it safer.
  • SurveyMOnkey is the biggest survey platform in the world.
  • To be hot, it must be scalable and it must work – NPS doesn’t do this. 🙂
  • DIY isn’t great with efficacy. There won’t be many neuroscience for dummies books in the near future.
  • What is HOT right now
  • In the moment – Ask the breakfast survey the very second you finish your breakfast. Survey about the hotel registration before they open their hotel room door.
  • Location Based Research – Put a geofence around a starbucks so you know who walk in or out. This also attracts aggressive marketers, not just researchers. So the message on your phone could be a survey or a sales pitch – ShopKick. Do they turn on the microphone on your phone? Do they turn on your camera? Do they tell you they have done so?
  • Microsurveys – RIWI, google consumer surveys. Usually 1 to 3 questions. Google is up to 10 questions. Won’t tackle your problems that have a high dollar value associated with them.
  • Automation – Automate reports as well as research process. What do we add to this? What do we add to the trends? What canNOT be automated?
  • Always choose the simplest tool – don’t need to take a picture of every window and find software to count those pictures. [sounds stupid but really think about it]
  • What’s bubbling new and exciting
  • Text analytics – sentiment analysis is getting better for all except twitter. much better for emails and letters to companies, comments on youtube, inbound call centers, which letters are genuine sales leads or complaints or bomb threats, reaction marketing.
  • Web Messaging – Whatsapp, WeChat. People are doing less talking to everyone and more talking to individuals. In comparison, whatsapp grew WAY more quickly than facebook and twitter.  This is massively scalable. Panel companies will go this way. [They already are!]
  • ResearchBots – Processing time and moderators takes a lot of time. New things don’t work all the time and that’s why it’s bleeding edge.  Not very scalable at this point
  • NOT so hot
  • Facial coding – good with an extremely experienced trained person sitting in the same room. Via webcam isn’t quite so good. Fully automated is very clever but delivers almost nothing. Software can identify specific pictures but a human must still go and interpret all those pictures. Great for assessing people’s reactions to packages. Not a general purpose tool. Doesn’t suit most research problems.
  • Webcam Qual – You don’t want to take video from home  because you still have to brush your hair and change out of your pajamas. Webcam on the bus means everyone behind you on the bus sees the images too.
  • Social media research – We thought it would destroy MR but it’s really a niche. Most research teams have scaled back on this. Maybe using tweets only. not used so much for insights but more for reactions to advertising campaigns. Social does answer questions not asked. Social usually doesn’t answer your specific research questions.  Vendors often say “I agree it has under-delivered but my company is doing it right!”
  • Social media 2.0 – integration with marketing, integration with survey research, integration with tracking, interrogative.
  • BT Case Study – Net Easy – how easy is it to work with BT was a better measure than NPS. They looked online for people talking about ease or difficulty and responded with solutions. Achieved a 3.5million reduction in costs by doing this. 600 000 people who would have called a telephone were able to DIY from the website.
  • What about passive data, gamification, biometrics, wearables, quantified self, Internet of Things, single source, neuroscience. There is too much stuff to register the quality of everything. You can’t learn it all.
  • Gamification doesn’t solve a lot of problems but it HAS made us rethink what we’re doing it.
  • Behavioural economics is really efficacious but it is incredibly specific.
  • Passive data from phone recording everything you press and everywhere you go. Won’t see big movements here. It will be mostly qualitative.
  • Big data is beginning to move but predictiveness is limited right now.
  • Wearables – sharable is great but these people are not yet representative. Mostly qualitative and very targeted.
  • Geotracking – very tiny right now, works well in qualitative. Can draw maps of where individual people went. Mapping ebola is a different story – limitations of cell phone towers in other countries makes it impossible to map journeys in small locations.
  • Internet of things – only exists in minds and publishers right now.
  • Single source – Means tying together many data sources, it’s a power battle, a methodology battle. WHO is the single source? The telcom? A research company? Privacy battles of combining data.
  • Top 2 Things to think about.
  • Mobile – traditional, in the moment, multimedia, passive
  • Integrative and participative – 360 panels, databases, communities, social, mobile, qual, collaborative all together
  • “We will always need faxes”  “We will always need horse and buggies” ….. We will NOT always need surveys. Ray thinks no more surveys in 20 years – classic 20 or 30 minute surveys. Suspects only 33% of spend will be on surveys by 2019.
  • We need to redesign our ethics – most of our ethics were established 60 years ago mostly by men, all of them white, and most of them dead

The Future of Research Storytelling: Ethnographic Animation by Kate Ertmann #CASRO #MRX

Live blogging from the #CASRO tech conference in Chicago. Any errors or bad jokes are my own.

The Future of Research Storytelling: Ethnographic Animation by Kate Ertmann, President, Animation Dynamic, Inc.

  • grew up in film and tv, in front and behind screen
  • is animation just cartoons and  moving things? it’s not just steamboat willie
  • in snow white, everyone can related to at least one of the characters because it is such a great story
  • “The Don” changes everything, he is a digital native, he is an animator at her company, he looks at all types of media on any screen, doesn’t care what kind of screen tv theatre mobile tablet, doesn’t matter if it’s live action or cartoon
  • animation can be more engaging for the brain than real actors
  • animation generates significantly higher conceptual understanding
  • comprehension is higher for students who used computer animation – not just storytelling but comprehending
  • animation can show what your eye can’t see, present something that doesn’t exist, convey complex information, exist in time, allow you to feel an experience [the movie “UP” makes me cry and how fake is that!]
  • ethnography is the study of people today, from how people shop, at a certain, how do they clean their house, with this specific product; could be writing or videos, but how do you find meaning in that data, animation can be another tool for this
  • marble answering machine – 1992 Durrell Bishop’s visualization of a machine; get a visual and you experienced it for yourself, if it’s only in writing or a list, you wouldn’t experience the timing, the texture, the sound, can critique both good and bad of the system – what happens when my 3 year old gets ahold of the marbles?  the machine was never built which saved a lot of time and money
  • when people watch other people, they unconsciously look at the specific people – she’s too young/old, is she american, look at her shirt, i want her shoes – but if it’s just a blue outline of a person, you focus on what they’re doing not what they might be like
  • video of opening a package, for a left handed or right handed person, now test if your hands are wet from something else
  • test new products or processes out using an animation
  • scale the assets – ethnographic animation, ideation, new product visualization, virtual prototyping, working simulation, user testing, market introduction
  • people eventually get attached to the characters, name them, and talk about them as if they’re real, a visual can bring people together
  • it allows developers to see and feel what needs to happen, not just put a requirement to start building something, actually gives the beginning of the specs that engineers need to build it
  • Video connects real people in real situations, testimonials, talking heads, but animation means you can’t temporarily ignore demographics, nationality, gender. it’s not to manipulate the data, it’s to focus the data.
  • show off a new product with video but animations let you show it off before it exists
  • video lets your capture a moment like surprise and delight, but animation lets your iterate, change, customize and do it again
  • animation is not funny cartoons anymore, it’s a business tool
  • ethnographic animation captures people’s experiences – weight, children’s products
  • it does indeed scale
  • don’t be afraid of failing, don’t freak out about solving a problem perfectly right away

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Market Research in 2020 by Bartolone, Comer, McDougall, and Milla #CASRO #MRX

Live blogging from the #CASRO tech conference in Chicago. Any errors or bad jokes are my own.

Track: Tech Impact: Research Transformation
“Market Research in 2020”


Gloria Park Bartolone

Patrick Comer

Mary McDougall

Peter Milla
  • Mary McDougall
  • the research process is unoptimized, technology vendors are small and narrowly focused
  • technology often dictates methodology
  • standards are slow to emerge
  • innovation is on the fringes, it’s not happening in the mainstream online with smartphones and tablets, these are areas of growth
  • innovation is where vendors add value  or workflow automation or industry specific packaging or cost reductions
  • Gloria Park Bartolone
  • Embedded image permalink3Vs will transform industry velocity, variety, and volume of data
  • velocity transforms experience
  • twitter has been around for 7 seven years, the iphone almost the same, ipad wasn’t on the market just 4 years ago
  • digital wallet can help us get to point of sale, moment of truth
  • iBeacon – can tell you not only the store but which aisle of the store, you can talk to someone when they are standing in front of the competitors product
  • most methodologies from today will likely still be around but there will be a lot of new ones
  • facial recognition has interesting implications, you don’t have to come with attribute lists anymore, may never have to ask opinions because we’ll just do a brain scan
  • google glass will be figured out for market research
  • new tech has privacy issues, we will be ahead of privacy challenges
  • we have to pixilate people in the backgrounds of photo
  • what is the best method of getting information as opposed to CAN we get the information, who will aggregate the information for us
  • Patrick Comer
  • the research process has a number of steps, problem is time between steps and it’s all labour intensive
  • speed is going to be a defining factor in the choosing of vendors, as well as automation of designing, bidding, programming, fielding, analyzing, and reporting, seemingly more DIY style
  • demographics are now far more targeted
  • who will own the dashboard of all the datasets integrated into one for the CEO to review
  • how much of data on a survey already exists in multiple other places versus completely new and only available. this is how to shorten surveys and make them tolerable

 

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The Future is Wow: Trends and Technology That Will Define The Decade to Come by Sarah Kunst #CASRO #MRX

Live blogging from the #CASRO tech conference in Chicago. Any errors or bad jokes are my own.

The Future is Wow: Trends and Technology That Will Define The Decade to Come, by Sarah Kunst, Venture Investor, Philanthropist, Startup Executive

  • we were promised flying cars and driverless cars and now we kind of have them. everything that was supposed to come true is starting to happen right now. in the market, or will be in the marketing within just a few years.
  • Super thin LEDs – 10 times thinner a human hair, ultracapacitors and nanowires in your clothes, graphene, thin film semiconductors. Imagine a computer the size of a finger nail, computers built into the thread of your clothing
  • Panopticon now – Miss America was being stalked by a $40 piece of equipment, talking pictures of her from her own laptop, largest cyber sting ever, over 18 countries. Everything has a camera now and for $40 someone can access all of them.
  • Are you worried that google is listening to everything you say? even if you’re not physically using google? everything you say on your phone, write on your phone is being recorded – even if you backspace and delete the text before you send it. when you tell your phone to ‘call mom’ it is recording that voice. facebook has my permission to track the ambient noises around me to listen to the tv shows i watch, all in the name of serving me better ads. [yikes!!]
  • [hey speakers – pointing the slide clicker at the screen won’t help. point it at the computer 🙂 ]
  • is this ok to do for national security? for serving ads? because it’s china or north korea doing it? when is it ethical, useful, need to know? about the messages I’ve never sent?
  • Bionic – 3D printed casts – imagine how superheroes get a superpower? Well, if you get into a horrid accident now, we can actually fix you – hook you up to an exoskeleton and now you can lift and walk and stand like you never have before. you CAN get a robot arm controlled by muscles in your feet. 3D printed skin is available – you can 3D print based on only 10% of skin left after a terrible burn, will be used in field by the army in 2017.
  • Asteroid mineral mining – a trillion dollar business and will deploy in 2017 to catch an asteroid and drill it. Does this mean we will never have wars again because we can get oil and more from asteroids? [of course not]
  • Indoor farming – build farms in abandoned warehouses – 50 000 square foot warehouse is the equivalent of a 50 acre farm, imagine the savings from shipping costs, imagine all the “locally produced” changes
  • Further reading to see what will be changing
  • future is now and the  future is wow

 

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When The Future Begins – A Guide to Long-Term Thinking by Magnus Lindkvist #FOCI14 #MRX

Live blogging from the #FOCI14 conference in Universal City. Any errors or bad jokes are my own.foci14

When The Future Begins – A Guide to Long-Term Thinking 
Magnus Lindkvist, TRENDSPOTTER & FUTUROLOGIST

  • B2B really means brain to brain 🙂
  • in 1800 it took 6 weeks to move an idea from chicago to new york
  • today, anyone can go anywhere within 47 hours, or 47 seconds if you use email
  • time lag is our best friend today, it makes intention easy, R&D = rip off and duplicate
  • cities used to look completely different and now they all have the same style of fancy modern buildling, they all look and feel like downtown LA
  • business have done the same, ten years ago phones looked a little different, today all the phones look they same – same size, same shape, same colour – of course market research firms are all different [funny guy!]
  • annual return on assets has declined over time, don’t look at equity because that can be manipulated
  • if everyone has the same skill level, luck would have a large role. swimmers win by 1/1000 of a second. this is luck.  We have free checkin. Oh yeah, we also have free wifi. Oh yeah, we also have free fitness.
  • Improvements are really magic – when people started to live longer, when children lived beyond 5 years
  • a lot of technology is fun or new, but certainly not magic
  • do we make magic?
  • IKEAfication – technology when it’s new is fun and sexy, technology needs to become boring to change the world, technology needs to become invisible and nameless to be used highly
  • “internet connection” only has relevance to people who remember dial-up. for children, hearing about internet is as exciting as a toilet.
  • [goodness this guy is funny!]
  • aging society – people are living longer, the first person to live to be 200 has likely already been born
  • if we live longer, we start doing new things in life
  • in the fifties we invented teenagers. prior to that, you were a child for 3 years and then had your own kids at 14
  • now, you have multiple careers over a long life, marriage is no longer a judicial contract to protect property, now its for love
  • most companies want to grow by replication, expand into another country
  • very few talk about growing by magic, how do you grow by magic?
  • viagra was a failed blood pressure medication with side effects, now we can invest our money in some birds that are really angry
  • we are frozen in uncertainty so we hoard cash in case we come across the next angry birds.
  • should we compete or create? competing rewards familiarity. creating makes enemies.
  • how long do you want to work to create one hour of reading light – in 1800 you had to work 6 hours, in 2014 it takes on half a second of work. lights could grow by replication – big candles, yellow candles, candle conferences, candle meetings. or you could build a lightbulb. new companies aren’t bound by what we’ve been doing all along.
  • a good measure of progress is liberation.
  • only ideas with true potential make you frown or smile. not something something big data something something social listening.
  • look for secrets, unarticulated needs
  • we look for ideas in the wrong people sometimes, just people they say the right things and sound intelligent
  • to live is to poke around, we don’t plan everything and some of our ideas are bad
  • look for secrets, experiment, recycle failures, be patient and persistent
  • companies often feed problems and starve opportunities
  • it is stupid to say “We have tried that before”  Check out the history of the “Torn” song
  • keep ‘making enemies’ at the top of the list, ideas that sound strange have potential to succeed

 

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The zero moment of memory: How technology is helping – and hampering our memory by Diana Lucaci, Nick Drew #Qual360 #QRCA

Live blogging from the Qual360 conference in Toronto, Canada. Any errors or bad jokes are my own.qual360

The zero moment of memory: How technology is helping – and hampering our memory 
Diana Lucaci, Founder, True Impact
Nick Drew, Head of Research, Yahoo! Canada
  • Marketing is about memory, that they recall your brand when they see it on the shelf
  • Forgetting is one of our most fundamental fears, not just forgetting birthdays but also face, names, habits, likes – we are a product of our memories
  • Memory isn’t perfect, there are false memories of things that haven’t happened, absentmindedness of ‘why did i go into the kitchen’, and we just forget things that we used to remember quite well
  • people can forget 3/4 of pictures shown to them over 20 minutes
  • 77% say having a to do list makes them feel less stressed
  • we use calendars to remember dates and times
  • we are moving from a time where most of the details in our lives were forgotten to a time where most of them will be captured “Smarter than you think” book
  • Dropbox means you always have all of your data with you all the time, so why bother remembering it
  • Is recording every detail of our lives the same as remembering every detail of our lives
  • How many phone numbers do you remember, do you remember all your meetings, what if you lost your phone?
  • did a deprivation exercise – people left their smartphones at home for a day, we have an addictive relationship with our smartphones, feel released and relaxed when you have your phone back
  • 80% of people say they regularly use their phone in the bathroom [um, no thanks, i’ll borrow someone else’s phone]
  • heavier smartphone users forget more, on the test they forgot twice as much as the non-users
  • Used EEG to measure electrical activity on the surface of the brain – do people like what they’re looking at, are they concentrating [i always think 50 years from now, people will laugh hysterically at our ‘innovative’ research methods  🙂 ]
  • People told to try and remember as many things as possible from a video and others told to take photos of a video
  • Emotional engagement increased a lot when they used a gadget like a phone to record it, but people who were simply watching were able to concentrate more
  • if something doesn’t enter your attention it cannot enter your memory
  • Taking photos means your memories are not as easy to retrieve and they’re not as vivid
  • we decided whether to remember things ourselves or delegate that memory to a phone calendar
  • How many phone numbers did you remember 10 years ago versus now? we are more efficient with retaining phone numbers now and we don’t even try to remember them
  • Process of recording memories is now less engaging – we can record through photos but it doesn’t capture the sound, the vibe, the scent and those have an impact
  • future of memory is in wearables like google glass, the cloud, devices will become more proactive, more apps and data organization, more photo tagging and autorecalling

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Defining the future of market research – moving from reporting to consulting by John McGarr, Kathie Miller, Kristian Gravelle #Qual360 #QRCA

Live blogging from the Qual360 conference in Toronto, Canada. Any errors or bad jokes are my own.qual360

Defining the future of market research – moving from reporting to consulting
John McGarr, President, Fresh Squeezed Ideas
Kathie Miller, Director, Market Research and Decision Science, Takeda Pharmaceuticals
Kristian Gravelle, Director Consumer Insights Strategy, Grocery & Beverages, Kraft Foods
  • Cars often all look the same, can’t anyone do a focus group?
  • We need to move from reporting to consulting but how do we do this
  • We wear suits and ties because it is cultural, not because we want to
  • Every photograph is an artifact of people’s movements in life
  • Every decision your consumer makes is an act of culture – our culture says google and wikipedia but not everyone else’s does
  • Our brand models are often from the 1960’s – internet, mobile phone, single mothers are no longer shameful, gender identity is now fluid, anything can go viral, the american dream is dead, our world is not the same world now so how can we use the same model today
  • qual is important because there is no silver bullet method
  • there is no survey long enough to make a dent in infinity, there is no silver bullet method that answers all questions
  • tools include narrative, hypnosis, semiotics, social listening, and so much more
  • client side researcher’s role is to translate business needs to suppliers so they can better understand how to answer the business question, they are not the intermediary between the purchasing department and the external research department
  • every coffee brand manager uses the same coffee bean from a tree picked in the same way, roasted in the same way, ground in the same way
  • your presentation is not about the deck but the insights, marketers want to know the WOW WHAT AM I GOING TO DO and we need to think like that, they want to be number one in the market place
  • partnership is becoming an overused word [Totally agree]
  • it’s not about getting better pricing when we hit tiers of number of projects and sales – partnerships are two way relationship, people who want to take the ride with you
  • choose partners based on past experience and broader experience and experience with legislation in the category
  • partnerships are earned over time and will force your organization to shift and do things differently
  • future of mr is collaboration, synthesis, storytelling, activation, trust, commitment, passion – there is no methodology here
  • there is no monopoly in good ideas, they will work with different companies

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