From the front row of a packed room, I listened to a presenter discuss sharing YouTube videos with their clients in order to help them better understand consumers. As a power user of social media, and having extensive experience with social media listening, I completely understand the reasoning behind this. Qualitative researchers too have long understood the importance of bringing individual consumers into the boardroom using video evidence. Of course, as a huge proponent of privacy and ethical standards, I had a question for the speaker, one that I have posed many times before including earlier in the day to another speaker at the same conference.
Did you get permission from each person before sharing their videos with your clients?
Sadly, I got the full set of responses I expected.
1) “We don’t ask for permission when we’re sharing videos in the office or pointing things out to one person”
This, I completely understand. It’s not too different from seeing a funny cat video and calling your friends over to watch it with you. Any brand manager can go online while at work or in their leisure time, search for videos and comments related to their brand, and watch them ad nauseam. Social media, like YouTube, is there for random people to find and appreciate random bits of content.
2) “We like to act first and get permission later”
This thoroughly disappointed me. Do I want my consumers to know that’s how I feel about them? That I don’t care about their right to privacy? That I don’t care if they might be embarrassed, ashamed, or humiliated to find out that a video they made for their friends was inserted into an official report, passed around the office to be dissected for hours, and then permanently saved on multiple cloud servers?
Given that I am also a human being trying to understand other human beings, it is essential to me that I reinterpret everything I hear from the point of view of a regular human being. With that in mind, ‘getting permission later’ feels creepy and invasive. It feels like a violation of my personal space. It feels disrespectful. It erodes my trust in the market research profession. It makes me want to stop participating in market research activities like questionnaires and focus groups. Return to the perspective of the researcher and see how these consumer perceptions lead to increased recruitment costs, increased incentive costs, and increased data collection costs. Getting permission from consumers later is an extremely unwise decision. It begs for negative and destructive press. Do you remember the Patients Like Me incident? It didn’t turn out well for them.
If the ethics of not obtaining prior permission don’t bother you, are you more easily convinced by a massive hit to your wallet?
3) “The market research industry doesn’t take enough risks”
This baffles me. You’re okay risking my privacy? You’re okay with the risk of humiliating me? You’re okay risking getting caught? Yes, it’s very easy to take a risk with someone else’s personal life.
If we think about taking risks from the innovation side of things, well, how does respecting and treating people ethically, and being concerned for their privacy and personal space conflict with innovation? How does waiting a day, or even seven days, to get permission to use a personal video stall innovation so much so that a business cannot be profitable? The market research industry does need to push innovation boundaries but it never needs to do so at the expense of the very human being we’re trying to understand.
Imagine you’re a giant, global brand. You’ve just spoken to 500 people at a conference. A journalist in the crowd takes down your words verbatim.
Would you be embarrassed, ashamed, or humiliated if a TV news anchor quoted your brand on live TV saying “Use their videos first and get permission later?”
P.S. yes, the Venn diagram is vastly out of proportion. Discuss.
Live note taking at #IIeX in amsterdam. Any errors or bad jokes are my own.
- Scent goes directly to the limbic system in the brain, the only sense to do that, hits the emotions directlyfr
- Fragrance is hard to shut down because you must breathe, it’s hard to not smell something but you can not see or not hear something
- Companies that have the sense of smell right make a difference [i do buy shampoo by smell, kids shampoos are the best!]
- M&Ms don’t smell so they need to use other emotions
- Consumers need scent but this changes over time, it’s not a change of needs but rather a stacking of needs, we don’t talk about the old needs, the table stakes, but they still need to be there
- Think about laundry detergent, conumsers touch the fragrance at multiple point from shopping to hanging up to sleeping on; this is all very different for hand soap; its not a strong clean now, its a care for hands
- Think about how the fragrance is released, eg the sun releaseing scent from drying laundry or fragrance released with high temperature of iron or only released during active body ovements [when you sweat?]
- Three parts – gather data, analyze data, impact with data
- Used to spend 95% of time gathering, 5% analyzing, 1% impact (the debrief)
- We need to change this balance to 40/30/30 – how do we do this build a new S curve
- Affinity for action, need to collaborate with consumers partners and internal team, need to to deep need discovery, need to story tell and visualize
- Need to use bold imagination, simple stories, and step outside of your world
- For 5000 years, we were horse riders, it made a lot of sense to work in the horse business, you know what happened after that
- Think of a world without electricity, we would be chopping wood within a week, you’d be walking everywhere (I’m good then!), but we don’t even think about it
- Why does shampoo smell like fear to me, shy do we use shampoo every day since it was only invited in the 50s, shampoo will collapse someday
- Science says its not great to wash your hair everyday, about half wash their hair every other day
- What is the outsider’s perspective, what if there iesn’t electricity or shampoo
- Let’s consider that the unthinkable is inevitable [i love this idea, how often do you do this?]
- We must pick up on the signals, if kids are wearing masks because of pollution what should the detergent companies do? Focus on freshness, teh grandparents know what nature smells like but the boy does not, he would change his clothes a lot because they smell, companies can share fragrances with him that he doesn’t know
- Be prepared and know where to look
- Technology lets us travel around the world physically and digitally, we have a fascinating future because of technology
- When products and services collide with human behaviour
- Micro emotions, emotional granularity, and emotions as the gateways to relevance
- Products evoke more emotions than we realize
- Top of mind products are the tip of the iceberg, unconsciously they influence our preferences
- A Fitbit make syou feel curious, then you learn all of the things it can do, then you wonder can it help your health, then you realize how bad your health is, so many emotions along the way, how many emotions do you have about one product
- Holistic experience scan, a panel of people who understand all the detailed emotions and know how to map them and score them
- Emotional life is diverse, worry, confusion, anger, contempt, guilt, disgust, hate, sadness, anxiety, reluctance, doubt, etc
- Researchers are often interested only in the positive emotions
- Created formulates to generate specific emotions for flight attendants about to go in the air, showtime curtain to create anticipation, nature section to encourage care
- Emotions reveal our deepest needs and values
- Can you ask and receive or should you instead focus on values and aspirations, learn about their deep needs
- Used the method with viewers and a news show, learned that the content of the news item need to guide the presentation of the format, let the newscaster be the guide not the teacher, other news shows are now following suit
- they have a list of 24 positive emotions
- Can you choose pretty visualization or functional visualizations, can you have both
- Is the purpose of the chart to look pretty or communicate the insights
- [oh, first use of Alexa] ALexa responded to the research question, we can interact with data via voice [oh, imagine giving your client an Alexa instead of a dataset!]
- [i look forward to the day when live demonstrations just work and you dont question it ever]
- Video will soon be the vast majority of internet content and in many ways its inaccessible
- How do we get from massive video content to shorter accessible video
- How do you beat one very articulate and passionate consumer so why don’s we use video more? Because it’s painful to gather and curate
- Half of executives would rather watch video than read text
- If you use video just to answer an open end question then you’re missing something
- Video is more than a 2 minute highlight reel or talking head
- How much time have you spent collecting data and how little time have you spend Rudly analyzing it, we can automate the collection part so we can spend more time on the analyzing part
- Analyze layers of data including speech or sentiment, facial emotional recognition, tone of voice recognition, Extremely useful at scale
- Use video to understand how long different cultures brush their teeth, how different they brush their teeth
- How people feel about preparing dinner, conversations during dinner, and treat these as datasets
- Understand emotional spikes by demographic groups
- What happens to social media listening when we switch over to video?
Live note taking at #IIeX in amsterdam. Any errors or bad jokes are my own.
- Our personal lives have blurred, it’s an always on world, a do it yourself mentality prevails
- Expertise still drives world progress, but what is the role of expertise
- There are barriers associated with building expertise in the new digital era
- Even simple analytics are not straightforward
- Human cognitive capacity is inadequate compared to what is required in today’s digital world
- Advances are ushering in a new era of computing, no more punchcards, no more simply programming, now we’re in cognitive systems era
- To error is human but to really mess things up requires a computer, now computers can learn and build expertise
- What is so unique about human intelligence, ability to create a novel idea, ability to differentiate between causality and correlation, ability to combine intuitions with intelligence, ability to ask questions
- The essence of being human is asking questions, not answering questions
- Technology boosts the expertise of intelligence professionals – enhance, scale and accelerate expertise
- computer system confirmed 99% of medical diagnosis but added diagnosis precision to 30% of them
- Think of technology as an enabler, let it cut through the ego and bias of humans
Automation: Robot vs Researcher by Paul Albert (Zappistore) and Tony Costello (RB)
- WHat used to take 6 months is now being done in hours and TV marketing budgets have gone up
- Research budgets are continuing to decline for three years in a row
- In fifteen years, half of Fortune 500 companies have disappeared
- Data and digital requires more research to fuel profit, Netflix and uber have grown immensely but TASI and blockbuster are dying
- We need lower cost and more speed but we also need validated methodologies
- Do you delay until the method os fully validated or launch Asap
- Business that don’t adopt technology are destined to fail, bravery is need to adopt new approaches
- Now they can test many more ads for more brands and chose more effective ads
System 1 Driven Brand Insights by CHristian Ohm (Magda) and Karthik Posnanski (BrainJuicer)
- Mazda has rebounded because of the product line, youngest
- They moved from lower premium and generic to more premium and distinctive, premium experience not high price
- Have a strong product perception but a weak brand image perception, most brands don’t
- Fragmentation leads to a weak brand, in message or tone, sounds like a different brand in different markets
- Took a co-creation approach, more people than marketing need to understand the brand – call Center, dealer, sales person
- People knew the brands and could talk about them but there isn’t a lot of emotion but some people just love driving and are passionate about it, they want to deliver on this experience
- Spirit of Hiroshima – challenger attitude, never give up, we can do it
- Emotional connection is achieved when care and driver are in perfect harmony
- Created a brand book to share with everyone
- Tracking needs to be fast and actionable, cover emotions, simple and engaging, modular and flexible, adapt latest MR thinking, forward focused and predictive, strategic and tactical, more qualitative [excellent advice for research in general]
- Considered fame, feeling, and fluency for brand growth
The nature of consumer emotion by Aaron Reid
- Visceral factors theory – Lowenstein, falling asleep at the wheel – extreme deviation from a desired equilibrium point
- It was a bold man who first ate an oyster – well, maybe a crazy person or simply a very hungry person
- System 1 ans system 2 interact, it can’t be one or the other
- The proportion of emotion model combines emotion and reason in a single predictive algorithm, we are more accurate in predictions if we use both
- You can’t measure racism explicitly, emotion interacts with reason
- We see eye tracking and emotion tracking of the Budweiser immigration ad, can see attention in the right places and emotion being positive or negative at the right moments
- Adding implicit facial coding and implicit impact of ads greatly increases ability to predict virality of an ad
- Need to quantify the emotions from pride, gratitude, and anxiety
- They engaged with startups so they could increase the work with half the cost, half the time and better quality
- Have worked with 800 startups in recent years – the Shark Tank, piloted 200, recruited 30 for research and the new way of doing business
- Want to move away from asking to observing, people forget, they give estimates (not because they’re lying)
- Used google glass technology and advanced video analytics
- Move from asking to sensing, though people struggle to articulate emotions, FMRI, emotion coding, facial coding, they use facial coding on every ad
- Why should we ask at all? Asking reveals needs, combine what people search for on google with what people say on social media to replace traditional research
- Move from studying consumers to building relationships with people
- The technology enables them to string together a more powerful story
- Let’s move to “i have the answer what is your question’
- The pyramid of tomorrow: Input powered by tech, output enabled by tech, outcome delivered by people
- Make the leap from insights to ideas
- They pay their vendors bonuses if they do a job well [fabulous idea, will you do this?]
- Can you buy an ad for a segment?
- Geolocation, attitudinal profiles, likely voters
- Need to use machine learning and targeting to buy thousands of direct targeted ads
- Microsegmentation has its use but you still need to use classic segmentation for higher level needs
- Alternative lenses for segmentation – demographics are targetable in media, behaviors for usage styles of path to purchase, attitudes for believes about category or self, needs for key buying factors, occasion based for needs that vary by occasion
- Right now demographics and behavior segmentation are highly used
- Challenges with segmenting – surveys are too long and phones are too small, we don’t know what we don’t know, self report behavioural data is not very accurate or precise, targeting segments is hard to do in advertising
- Can profile based on quantative data but people are bad with numbers, qualitative research brings richness and texture, plus can add real world behaviours like actual online activities or models propensities
- Audiences are identified and you can message them differently by segment
- The new tools are making classic segmentation more actionable than ever before
Live note-taking at the November 10, 2016, webinar. Any errors are my own.
- People aren’t just buying products or services, they are trying to get things done, many ways to get these things done
- How can we sell more ice cream? No calories, better distribution. Now think about you personally the last time you had ice cream, why did you have it? Completely different answers, nice way to end the evening, bribe the kids, want to cool down after a run, playgrounds, coffee, cigarettes, beer are the competition. It’s not an ice-cream company and the competition is much broader.
- Can do job quicker and faster because you’re more targeted on what needs to be done
- Need to know why consumers prioritize certain jobs and why they buy the things they buy
- When: understand target markets fully and meet the needs of multiple stakeholders
- How: address root causes and specific use cases
- Why: broad solution space base don both functional and emotional insights
- Discover the jobs, what do stakeholders want to accomplish, what are the pain points and current approaches but don’t start there are you will miss the why
- Identify the success criteria and investigate the obstacles, go into detailed planning
- Assess the value and beat the competition, do NOT start by trying to beat the competition
- Credit card company – are you in the ‘gold card’ segment? Not very sophisticated. Add demographics which isn’t much better. Maybe go further with ten life-stage segments (college students, couple with baby) but this is not all that predictive for a gold credit card. Company really wanted to attract high spenders – business travelers, small business owners who put business charges on personal cards, these are very different people. Not everyone is seeking more even though that’s what we’re trying to give them. Business travelers might want instead preferential events so they can connect with their family at home.
- Toothpaste – satisfies a very specific job. Is Wisp the worst toothbrush? It’s hardly a toothbrush at all. But it’s a huge category success. Has a very clear view of the customer. People who travel during the day and it’s hard to brush your teeth when you’re away, don’t want to carry a wet toothbrush. You don’t need a dental hygiene cleaning, you need to make sure there’s no broccoli in your teeth. Can’t be bulky. Have to be okay with throwing it away. [Darn, they almost had me until I heard it’s disposable]
- Décor Aid redefined the norm by focusing on hundreds or low thousands of dollars clients, not hundreds of thousands. Value of freshening a living room before a party. Give you a newly interesting den. No obvious competition other than DIY and maybe it looking like DIY.
- Go from big to narrow, get more targeted over time.
- Case study – prepared food company expanding product portfolio. Functional job – budget, nourish, reduce time on menial tasks, eat healthy. Emotional job – unwind, bond, try new things, variety, demonstrate caring, express creativity. Makes more sense to start with the emotional jobs in this case – “feed yourself” isn’t very useful. Success criteria – tasty, filling, healthy, easy, fresh, variety. Obstacles – lack of energy, lack of ideas, distractions, cravings, timing. There are industry benchmarks and you have to be prepared to break those so you can stand alone a bit. Myth – couples want quick meals is more correctly couples want easy meals.
- Jobs To Be Done goes different than needs or features. It’s only one piece of understanding the market. Don’t compete on features.
- Map the entire process of customer behaviour and keep digging to get a root causes. Be a kindergartner and keep asking why why why. Create a hierarchy of stakeholder jobs and priorities. Satisfy both functional and emotional jobs.
- Get out of the conference room and talk to actual people. people have a hard time telling you these kinds of things on a questionnaire. You can quantify context and experience, you can ask about frequencies. And then qualitative gives you the full experience
- Two segments is probably too simplistic and too many is unreasonable. Direct mail gives you more options for more segments. 4 to 7 is probably a good balance to exploit richness of the world but not getting over detailed.
Live note take at the AMA Houston conference in Houston, Texas. Any error or bad jokes are my own.
- Creativity is the new black, it’s the talent that CEOs need the most, it is valued the most by coworkers
- We all have creativity within us, we all WANT to create and it doesn’t mean pictures or dance or music. It’s companies and campaigns, even riffing is creative
- Creativity is a business imperative, it’s imperative for business growth
- It doesn’t mean a lone creative genius in their garage
- We need to unblock our creativity, we all fear our ideas will be criticized or that they aren’t perfect, fear of not being good enough, fear of ideas being TOO crazy
- FEAR – false evidence appearing real, you don’t know if you will be criticized or judged but you hold yourself back, other people could have benefited from your crazy idea
- Ted talk.- your body language shapes who you are, our bodies change our minds, our minds change our behaviors, our behavior changes our outcomes – CHECK your body language, put on your best superhero pose with hands on hips or hands in the air [this is where we all stand up and do superhero poses 🙂 ]
- Gaming can be helpful for creativity and stress relief
- Go into things with an experimentation mindset – explore different ways, acceptance of failure is built in, you won’t get it all the first time, you won’t get it right NOW but you will get it right, you will learn things along the way, ideas will start to flow
- More people means more creativity, creativity is linear
- None of us is as smart as all of us
- Keeping ideas to yourself is detrimental, be generous with your ideas, you also need to listen, over talking = muting other people [get our your plastic stabbing fork! 🙂 ]
- Be present, don’t be figuring out what you’re going to say, pay attention to what they’re saying; relax your own agenda;
- CONNECT: Now we’re instructed to tell a partner something very exciting, both at the same time. [I didn’t hear a thing he said 🙂 ]
- Listening builds trust and a sense of safety
- The most attractive people make you feel interesting
- COMBINE – diversity of people = diversity of ideas, you need left and right brains, big picture and little picture people, these are complementary like puzzle pieces
- Must adapt and respond to the variety of people
- [now we’re asked to tell a story and insert weird words into it, oh my, what a silly story]
- There was no judgement because everything was ok, no time to think and didn’t know where the story was going, you never what people will say but it might be so unexpected that it pushes you to another place
- Play is how we invent and experiment, we need to amplify ideas, avoid the phrase “yes but” and focus on “yes and”, an idea attributed to Walt Disney
- When someone offers an idea, accept the offer, and fully commit to it, add to it, make your colleagues look good and then everyone looks better
- A six person sentence – six people each choose one word – unicorn, batman, dream, ludicrous, lives, live – words all over the place
- Now people are asked to pick a word that someone can connect to – marketers are superheroes and also awesome 🙂
- Even the boring words were helpful, everyone owned the outcome
- Design an environment for co-creation, have a public space for ideas, need to externalizer ideas, sharing the raw concept gives your team material to work with and respond to, encourage ‘stupid’ ideas, they may be the best ones http://www.stupidideas.com
- Have both sitting and standing spaces, create a locus where people and ideas can mix and mingle where people from different departments will cross paths
- We’ve already tried to be creative by ourselves and be clever, sometimes plain is amazing
- We don’t need more, more stuff more money more recognition, what we really need instead is better, expand, better quality
- The total of human effort is not just more but better
- Develop an openness to difference, form strong bonds among the group
Keynote presentation by Thierry Bransi, Director of Commercial Insights and Planning at Metro Richelieu Inc. #MRIA16 #NewMR
Live note taking at the #MRIA16 national conference in Montreal. Any errors or bad jokes are my own.
- There are a lot of pessimistic people in our industry, research won’t be around in fifteen years, another said researchers only end there by default, research isn’t well positioned for the future
- Want to share my optimism
- We start in sales, then go to marketing, then go to research to dictate products; this paradigm is disappearing, more and more people are arriving in research by choice [me!]
- The research function is growing
- Going from information collectors to actors within an organization
- All the science in our industry is exciting
- Background of Metro, the banner, the organization, Metro Inc, Metro Ontario
- In 1947, retailers got together and changed name in 1956 to Metro, they have a long history
- In 1992, acquired Stienberg, pivotal moment when new president arrived, Steinberg company was going bankrupt
- President weathered through crisis, market conditions were unfavourable, became profitable and made many acquisitions
- 3rd company in its sector, 65000 employees, 12.2 billion in sales
- Possibly the best grocer in the world as stated by reviewers
- New president reaffirmed the client focus
- Suppliers collect information and do the analysis and they think the work ends there, but for us that is the beginning of the analysis stage
- What do we do with so much data, consumer information is vague, ownership of information isn’t clear
- Some data collection processes are becoming more popular, anyone can do research, there is automated research that happens without anyone asking for it, more people can do research
- Traditionally analysis looked like investigation and telling a story, the best story became the king
- But today, most intelligence has to do with merging information which is more democratic, everyone analyzes and generates insight
- We’re dealing with a ten thousand piece puzzle now, so now we say our puzzle is sexier but that doesn’t always work
- We used to wait beside the fax machine to get our sales numbers, but this old method balances thought and analysis; now we can throw piles of numbers on a page without thinking
- Now we build 500 slides and then tell our story, maybe we need to rethink this
- To have an impact, we need to develop a network
Live blogged in Amsterdam at the #IIeX conference. Any errors, bad jokes, or comments in  are my own.
Deliver more powerful insights with in-the-moment feedback using location and beacon triggering by Guelph Ramos, ConfirmIT
- IfThenThat app – actions based on location, when cell phone sees you have left the house, it turns your lights off
- There are more mobile devices in the world than there are people
- 4 in 5 consumers want search ads customized to their city, zip code, or immediate surroundings
- Location based ads lead to more sales, leads to store visits or to purchase
- Location accuracy – depends on user reported information, IP address, cell tower triangulation, wi-fi triangulation, wi-fi hotspots (but wifi needs to be on), GPS, Bluetooth beacon technology
- Can trigger surveys based on GPS or beacon
- Beacons are good for indoor studies, GPS for outside studies [in ten years, we’ll laugh at this statement]
- You can preload location of your store and competitive store, if someone approaches one of the stores you can prompt a survey
- Do you trigger a survey on entrance or exit?
- If GPS is off, the mobile will go back to 3G triangulation. In a high population area, location will be more accurate than a rural area.
- You can ask people to take pictures of where they are, at a location, things at the location, brands on shelves
Musical Chairs with Social Media is Making Me Dizzy! By Federico Capeci, TNS, and Paolo Melegari, Barilla
- Spend a lot of time together and have a clear focu, clear briefing and objective
- Get out from the noise and give structure to unstructured data
- Listen to the right places at the right time, share ideas immediately about where and when you plan to listen
- Be careful enough with exaggerated opinions and assess teach authors’ purpose – poke fun, get a reaction, get a brand to respond
- Not all posts are created equally, not all authors have the same relevant – random sampling is difficult with social media, give value to those with more visibility or with more content engagement
- Manual work is crucial, an insight is not a language related issue – not everyone uses perfect grammar or even your grammar
- Online conversations are not just made of text – look at peaks, likes, shares, images
- Always benchmark data and integrate sources
Audio matching by Jacob Lyng Wieland, Michael Oxfeldt, and Omri Halevi
- Remembering versus experiencing is very different
- After opting in, a mobile app keeps track of contextual sounds in a subtle way
- It’s annoying when you trigger people and passive (with permission) gets around that
- We know we are being monitored when we go online but we don’t like being make aware of it [try ghostery, you might be astonished]
- Got 30% compliance and 75% completion of trigger surveys and fall were answered within five minutes while they were still in the moment experiencing the moment
- Passively measured several TV and radio stations – what were people doing while they watched the news, what is their attention span on talk radio, what day and time to you want radio news, which would you expect on TV
- If you watch the same show for 20 minutes, they would ask people if they were actually watching the show
How technology and innovation is driving #MRX chang by Tim Macer, meaning and Richard Collins, FocusVision)
- Annual technology survey, emphasis on innovation
- We rate our own company as far more innovative than we rate the industry
- Responders felt that tech was behind a lot of the innovation
- [perhaps a lot of the innovative companies don’t call themselves MR and so are not in the survey population]
- Is disruptive innovation an opportunity or a threat? Of course it’s both but let’s be optimistic about the opportunity [it’s only a treat if your own company/business doesn’t keep up with the times and doesn’t fill a real need]
- CATI has been going down for a long time, paper as well. CAPI continues to rise likely due to use of tablets in field. Mobile self completes are really on the rise.
- Smartphone mobile surveys is a steady increase as expected but about 30% of people didn’t even know what percent of their surveys were being done online [hint, people will answer your ‘computer’ survey however they wish and despite your instructions so consider every survey to be a mobile survey]
- Third party panel is on the rise
- People value deeper insights from blended Qual and quant research , also more value and impact for the client [well sure, if you’re willing to pay for it. Blended research is TWO studies not one.]
Live blogged in Amsterdam at #IIeX. Any errors, bad jokes, or [comments in brackets] are my own
Technology in Insights – From adapting to cope to adopting to win by Vijay Raj, Unilever
- 64% of dollars spent last year could be associated with digital
- The Internet of things is now the Internet of MY things and YOUR things, fridges that know when you run out of milk and order it for you
- 90% of Internet connections in China happen on the mobile phone
- We plunked paper surveys online without changing anything, polls are now failing to predict the outcome of general elections, the world of insights needs to change
- We need to adopt technology, not just adapt to it
- We need to engage with startups and look for inspiration in technology
- Only google was able to predict how Barack Obama would win his first election [do it 20 times and then come talk to me. Anyone can be right once.]
- Pilots are oxygen to ideas, they help develop and grow them
- We need to be more collaborative and externally focused
- Take advantage of gamification
- LAST mile path mapping – maybe you make a purchase in Pinterest, it’s good to know that path to purchase, cookies don’t work in-app so how do you do this
- EMOTIONS understanding – need a tech intervention
- ARTIFICIAL intelligence – I have the answer, what is your question; can you simulate a product experience
- Acronym is LEAP – be disruptive
Fame, Feeling, and Fluency Drives Famour 5-star Marketing by John Kearon, Brainjuicer
- Psychology has more to offer the market research industry than technology [totally agree! Tech is nothing if you don’t understand the people behind it.]
- 50 polls last year were unable to predict the election [i’m going to guess polls that DID predict were stuffed in drawers because they were ‘wrong’]
- We are not good at predicting our own behaviour, it’s not that people are lying
- Current model of marketing is its a fist of a USP wrapped in velvet glove of emotion, the gloves lures customers and then we hit and persuade them to buy, it’s a persuasion model
- System 1 is the original instinctive brain, system 2 is the rational logical brain. But the emotional brain massively outnumbers the rational brain.
- [insert his original Dr Seuss poem here :). ]
- We think much less than we think we think
- “You haven’t slept till you’ve been in a Nielsen presentation” [oooooooo from the audience 🙂 ]
- Profit growth is driven by fame, felling, fluency
- Fame – we ascribe wonderful things to famous things, famous is bigger, we don’t know truth but we assume famous is bigger/better/more, predict brand share by top of mind, fame is a shortcut to making decisions
- Feeling – the more you feel about a brand, whether positive or negative, any emotion is more valuable than no emotion, neutral is the enemy
- Fluency – distinctive assets but don’t really have any differentiation, eg., Apple ear buds are white and everyone knows it, the Coke bottle shape, recognition spreads decision, people ascribe value to something they recognize
- Trump – is famous, evokes emotion, and his hair is very fluent
- VW – you might think scandal would hurt them but prediction is 18 months after the scandal they will be doing better – more fame, more feeling even thought neutrals have moved to negative
- [another Dr Seuss poem, you’ll have to ask for it 🙂 ]
- Human behavior works via satisficing – we make decisions in the quickest easiest way
Market research adventures in a digital world: How Air France – KLM is using research – by Maaike van der Horn, KLM
- 28 million passengers, 134 destinations, 67 countries
- More digital touchpoint S are necessary to help and serve customers
- The iceland eruption was a huge learning opportunity for them in terms of having social media touch points
- Build, learn, try and do it all quickly, “Be cool or be gone”
- Why should surveys be so horrible? Consider your survey as a brand experience, follow same standards as website or app – fun to use, easy to use, create something that is not a hassle and takes only three minutes
- 95% completion rate for the survey, reliability of results has improved
- Innovation isn’t always about shiny new things, maybe it’s just improving things that have been wrong for years [Hello every tracker out there!]
- When they find out that people like their app, they ask them to rate it in the App Store and that is high they work to get the highest rating in the App Store [Totally understand this but it’s a great reminder that app scores aren’t all that meaningful]
- They do A/B testing on the app and ask people why they like certain aspects
- Developed branded community platform, perhaps week long projects
- Research is integral not an aside, it is a huge opportunity to deliver on your brand experience [of course, this only applies if you aren’t doing blind research, which most of us are.]
- Was forced to be agile when conducting research, delaying things by one or two days is fine [well, we are ALL being pressured to be agile but we’re resisting. Maybe it’s time to stop resisting and be agile when the job is appropriate]
Freeing Research Through Technology by Stephen Phillips, ZappiStore
- Google has outsourced it’s machine learning code, will likely be a huge deal in years to come
- Sampling is important – must be done right, need the right target group, but there might be little added value including a human being
- We need to automate as much of the research cycle as possible, where humans provide the least value, get rid of the manual elements
- People move away from full service because they don’t have the time to wait for it, but you can put your IP into templated technology that can be scaled and automated
- Templated technology lets you run five projects at once, quickly
- Turn the human away from advisor on a survey to advisor on a project
- Analytics becomes more simple to do, can do macro analytics across 100 projects all with the same measurement points
- High end consulting is where the people need to be, along with IP creation. This makes research more profitable.
Drain Your Shark Tank by Jeff Reynolds, LRW
- Negative emotions drive change
- Be willing to take risks, be willin to try new ideas
- Invite everyone to participate, not just the senior experience people but the people who haven’t yet been contaminated with experience and process
- Tried out shark tank idea but over time people stopped liking it because only the best ideas went there, not the halfway ideas
- Recognize the smarts on your time, even when they are fresh out of school
- Require big changes in mindset not big financial incentive
Live Connection to Culture by Jake Steadman, Twitter
- [i expected him to say “hello I’m jake from State Farm :)]
- Mobile is eating other media time
- Used Twitter to connect with fans and opinion leaders in launch and opening weekend for new Star Wars, this is how they gave access to the stars, not the red carpet or panels
- 1.2 billion tweets over opening weekend
- Twitter offers unfiltered raw emotion that previously was nearly impossible to get, especially on a live basis
- Rise of the machines – this is a challenge and opportunity, live data can help us
- Agility – get over obsession with precision [here here! our research isn’t as precise as we think it is anyways]
- Democratization of research – as more machines rise, more people can do research
- Look for your soggy fries – company found a spike related to this phrase and decided to look into. It wasn’t necessarily statistically significant nor huge but directional was enough for them to recognize an issue and deal with it
The time is now by Merril Dubrow
- is this the time to be proud of the MR industry?
- we need positive press, we need to highlight the success of our industry in print, video and more
- why aren’t we attracting younger people to our industry, give them conference discounts, give them unique conference tracks, give them association board positions, have young professional tracks in conferences
- suppliers are too slow to adopt technology, too much to keep up with
- we need to stop chasing the current meme, you need to be a generalist or a specialist, grab the thing and stick with it
- The Lily camera would be great for research. Wearable would be great for research.
- These shiny toys are distractions. Go after the right technology for the right clients for the right reason.
Creating the future of brand and ad tracking by Jeff Reynolds
- brand tracking is broken, it is our fault, we did it to ourselves
- we fuss more over adding features to surveys instead of making them better, cheaper, faster
- we don’t change because it costs money, it costs money to manage data and even more when you change what that data is
- there is a web of stakeholders – if one person changes the dance it affects everyone else
- what would UBER brand tracking look like – high end software for real time system, integrate NLP and digital, online dialogue, automated, shift labor from report production to value add consulting
- do we really need the data any faster?
- think about data systems no research studies – less flexible in short run but more powerful in the long run, allow a global scalable system, more expensive in year one for significantly better in year 2+
Research takes you there by Meghan Rogers
- research on consumer experience of ecommerce among most loyal customers, created the SkyPanel
- crowdweaving – creation/ideation, collaborate, evaluate, members rate all the ideas to see which did and did not resonate, identify needs and drivers that don’t articulate well in standard research
- members actually printed, cut, and paste how they’d like the screen to actually look; other people created tables in word to describe what they wanted the webpage to look like [how’s that for listening to people who aren’t really computer savvy]
- clients had logins to the portal and could watch live, but they could also see summaries of which themes were resonating
Why aren’t we there yet: The insight innovation we’re missing by Kris Jull
- Often over-engineer so things look amazing, or under-engineer for cost savings
- if you can’t trust each other, you won’t innovate together, need more transparency of communication in terms business backgrounds
- you can’t innovate in a vacuum, words like vendor and supplier don’t lend to innovation
- need more face to face conversations so that tone and non-verbals don’t get lost, email isn’t good for innovation
- common approach to setting budgets – start with last years plan, what was one of and what is needed ongoing, add in new learning needs, set a budget that is 70% of last years budget, this isn’t good
- better approach – start with business objectives, does it tell me something i don’t know, does it tell me something i can’t get anywhere else, does it drive a decision the business would not have taken otherwise, does it line up with the tempo of the business – this is the smart way to go
- Do you commission work with a boilerplate template? That’s not really aligned with innovation. Think of it like a creative brief. Innovation is creative solving problem and spend significant time writing it. Have conversations about your brief.
- invest in strong relationships, make innovation a priortity, think differently about how you commission work.
The coming rateocracy by Bob Moran
- Rateocracy – real time, numeric, transparent ratings for people, places, and things
- “heads up” display – displayed in your visual field [i like that term!]
- yelp and ebay are continuous open source rateocracy whereas consumer reports is periodic open source. CRM software is continuous proprietary. Consumer satisfaction research is proprietary and periodic.
- how do you create a universal rating app for everything – some have tried – Honestly.com. TalentBin.com. No real successes yet.
- if the hotel reception checked your klout score and gave you a better room because of it, this is kind of the scenario
- what happens when a client blasts your work on social media? “People hate us on Yelp” This also already happening. THe legal system is still trying to catch up to this.
- SciFi has been all over this for a long time.
- QSR, Hotels are great for instant ratings [A&W has it]
- your phone will someday allow you to scan an area and see ratings for everything in it
Innovating in the real world… or what now by Lisa Courtade
- we are high on innovation. but tomorrow is going to come.
- can you bring the #IIeX koolaid home?
- i’ll wait just a bit longer, when i have a bit more money, when i have a bit more support. how do we innovate with fewer people and less money and more pressure
- everyone of us has great ideas. people who can plan and persist will win.
- evaluation criteria – find a business need, you can’t force a new idea on something when it isn’t appropriatem manage legal and regulatory risk. Need a willing business partner.
- innovation isn’t just technology that needs a lot of money.
- can you do product launch copy testing differently? what about eye tracking, GSR, and EEG? They are now affordable and scaleable
- the ad was much liked but people were buying the competitive brand – biometrics results showed that no one actually saw the brand name, it wasn’t in the eye path, people were disconnected at parts
- put the ad back on in a week, re-cut, and ROI jumped 100%
- how do you measure innovation of weird new innovation? ROI
- reduced research costs even with inclusion of biometrics, also saved 4 weeks of research time
- now “biometrics is just what we do” [can you say that or are you still stuck on the method you’ve always been comfortable with?]
- innovation is a muscle – you really ahve to work at it and do it over and over again – choose the method based on the goal, manage legal, share costs, run parallel studies, establish metrics, measure and report, evangelize
- how do you innovate? JUST START NOW
Innovating from the inside out by Tanya Franklin
- Talent pool will lead you down path of innovation – behavioural, need curious mind set. do you just look at degrees and skill on resume? why not look for people who will take a risk
- mental agility – scan, absorb a lot of touchpoints and digest what it all means, comfort with ambiguity – we’ve always done it this way isn’t going to work
- results agility – driven and confident
- people agility – open minded, self questionning, self aware
Live blogged from IIeX in Atlanta. Any errors or bad jokes are my own.
Rookies and veterans: collaboration done right by Adhil Patel and Sami Kaipa
- mobile should focus on visual content, visuals are the new language of consumers
- MR industry doesn’t know what to do with all the pictures we have, we use them qualitatively at best
- clients don’t care if its called research or marketing but rather if it’s useful
- ads can make be emotive but they must also be relevant
- pictures reveal clues about what your brand is most related to – animals, season, scenery
- may not need to ask questions, hashtag searches can help
- Need to share results even when they aren’t ready
Behaviour change: five things that work by Tom Ewing
- how do you get people to do things differently
- Five stages – Strategy, research, design, implement, test
- It’s hard to get people to start a new behaviour as opposed to just doing more or less of a behaviour
- ask HOW questions, don’t ask why because people will just rationalize
- give people wearables to see what people actually do, look at the environment
- can you make people drink less? Offer free water at the bar, and in the UK every pub must do this. They put a poster up of someone drinking the free water – principle of mirroring – when you see someone doing something, you will do it too. The intervention was a success in that people drank more water. But they still drank as much alcohol.
- how do you increase hand washing at a hospital? put a disposable wipe on everyone’s lunch tray.
- designed a program to show people that they can have the same beer with less alcohol but that just increased use of the higher level alcohol. it may not have worked but you need to try and test.
Innovate or Die by Shane Skillen
- fear is the most powerful emotion, it’s self preservation
- digital could kill the insights business – so what are you going to do about it
- have you used UBER? it’s worth 50 billion dollars now and they don’t own a single car. do you want to become the taxi driver of market research? Do you want to be hotels dealing with airbnb? Do you want to be kodak?
- the future is digital that might know us better than we know ourselves
- digital is already affecting our businesses
- half of us will have a completely different marketing research job in the next five years
- algorithms mean we need to understand technology, programming – python and R
- Coursera offers online courses in artificial intelligence, highly recommend
- apple does everything with 4 emotions in mind: love, surprise, delight, connected
- “wouldn’t it be great if” aim to start every project like this
- Just Launch. get it out there and see if it works, fix it and launch it again. plan, do check, act
- we are married to current methodologies and we must change