Tag Archives: innovation

Thinking about research in a new way: Perspectives from six speakers #IIeX #MRX #NewMR 

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 ūüôā ]
  • 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 ūüôā ]
  • 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

How better meetings and wicked problem solving propel research-based innovation by Tom Wujec, Autodesk #CRC2015 #MRX 

Live blogged at #CRC2015 in St. Louis. Any errors or bad jokes are my own.

  • technology will rise at an expontential rate, industries are rising and falling chaotically, human creativity generally remains the same
  • we’ve built more transitors than grown grains of rice this year [what the?]
  • in technology, each step is greater than the sum of the previous steps
  • London has a number of trains operating undersground for …. mail! Technology lets you look at it at the level of a bolt.
  • Can measure traffic patterns by creating subway systems and highway systems using a digital model
  • VUCA – volatile, uncertain, chaotic, ambiguous – this is the state of the world as described to congress
  • businesses are becoming VUCA
  • do you want to buy the fastest VCR? no, you want DVD and netflix and newer.
  • kodak HAD more patents for digital than all their competitors but they didn’t want to disrupt their category
  • uber is the current post child
  • there are three kinds of basketball according to the shoes needed, shoes are digitally developed to suit these specific needs, monitors are built into the shoe and you can subscribe to that service
  • two robots are assembling a bridge in amsterdam
  • robots can do things people can’t, can try many variations in the thousands and evaluate all for strengh and weight, can create an algorithm that a designer can use to select the attribute they would like, and all this in an afternoon [ah yes, tales of my statistics professor who did ONE factor analysis for his differtation]
  • computers create solutions that look like nature, the best solutions are often designs from nature [think helicopters and planes that we designed thinking about birds]
  • imagine creating a dress for an individual via 3d printing, no waste, exact fit
  • technology is being adopted massively faster as the years go by, TVs took many years, iphone took no time at all
  • many sports stories in newspapers are written by computers
  • Watson has better predictive ability than 12 physicians
  • what happens when this technology goes ito a toy? child can ask a toy any question though some questions are answered with ‘go ask mommy’
  • impossible, impractical, possible, expected, required – the phases of techology
  • need to change our mindsets to work with these technologyies
  • showing the technology and the research is not enough
  • creativity is endless and magical, we can explore more broudly and deeply than every before
  • fostering innovation involves identifying problems that matter by exploring alternative and delivering elegant solutions
  • in two minutes, draw a picture of how to do something trivial, inconsequential, such as how to make darkened crispy toast, no words, for someone who has never made taste before – where do you start, where to you end, what are the salient points. in different countries you get toasters or frying pans or fireplaces
  • use sticky notes on the wall, move them around, do it quickly 
  • technology is increasing and industry is increasing but humans havent’ had a hardware upgrade for hundreds of thousands of years so creativity remains static
  • where should you put your efforts?

Innovating from the future: How, why, and who is doing it #IIeX  #MRX  

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

VR, AR, Wearables, and IOT – NOW we’re getting innovative! #IIeX

Virtual/Augmented Reality for Value Рby Margaret Martin  

  • ¬†Wonder about the yellow line on the football field when you’re watching TV? that’s it
  • alterometers and gyroscopes in devices are important [spelling?]
  • the device makes it look like a zombie jumps out of a poster and stands besides you for a picture ¬†[wow, looks real!]
  • we can use computer vision to recognize packaging, uses these images to add them to a shopping list, when the shopping list is done you can ‘reward’ them with a littl virtual reality video like the zombie
  • using the camera, you can point your phone at a blank wall and “add” a fridge, add drinks to the fridge, change the branding on the bridge, and it looks real on your phone
  • other people can see what’s on the phone and change it based on your reactions
  • people have trouble jumping from printed instructions to the actual product [oh goodness, i had a HORRID time with the IIEX map especially since the doors were not indicated]
  • dynamic tags can show up on your phone as you point it at the thing you’re trying to understand
  • call center can then circle on your device where the problem is if you’re really can’t follow
  • http://www.cn2tech.com, http://cn2.merlinmobility.com/
  • [ok now THIS is what i wanted to hear about! finally a truly innovative presentation. very very cool. je suis excited!]

Where VR meets marketing research by Steve Needel

  • innovation does not equal extravgent or expensive
  • it is important when you need a better tool for the job, but do you really need a better tool
  • what is on the shelf – pricing, shelf assortmet, shelf layout, packaging, promotions, new product introductions, substitution behavior
  • people think they are testing a new way of shopping at home, asked to shop as they normally shop, they take them to each section they want them to shop at, usually test 3 sections
  • often screen for pasta sauce as most people buy this [love it, great data quality measure]
  • they can pick up products and see a video about the product
  • japan has 28 feet of toothpaste space whereas we normally have 9 feet of space [love these cultural differences ūüôā ]
  • program measures how long they spend time shopping, no questions at all, look at what people pick up, how long they look, which products they buy, the order of buying
  • can ask any questions after the shopping
  • virtual reality – shelf looks same every time, task is easy and interesting, control environment, confidential for client and for shopper, very important for contraception research
  • used to set up a mock store at a shopping mall, but the shelves are often a mess and people are often embarrassed to let people see them shop for things
  • but remember, it’s only a simulation. but the results mirror reality very well
  • do you need a whole store? of course not. use the right tool for the job. show the category, the aisle, or the store as necessary
  • [Number 2 interesting session ūüôā ]

Pointivo – Recreating your world in 3D by Dan Ciprari

  • use a phone to automatically determine the size and shape of anything, like windows on a house, or flooring in your home, imagine ordering new windows and carpets this way!
  • can use a drone to take pictures in awkward places
  • can get to pixel level accuracy, only depends on quality of the camera
  • drone photo of a roof, for instance a large and unusual shaped church
  • walk around your house with an iphone and take a video. then it changes into a perfect 3d image of your house
  • good for choosing household components in real time in their own home
  • much richer experience if the animated video is based off reality
  • http://pointivo.com/

Visuals, Behavior Change, and Innovation #IIeX  #MRX 

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

Keynote: Innovation, Technology and the Future of Marketing Research by Ashish Soni, USC Viterbi Engineering Startup Garage #ISC2015 #MRX

MRALive blogged from the 2015 MRA Insights & Strategies Conference, June 3-5, 2015 in San Diego. Any errors or bad jokes are my own.

  • Give support and mentorship programs, look for disruptive innovation, companies you cannot clone in a week
  • Deep insight versus deep technology vs big product
  • the best way to predict the future is to create it = peter drucker
  • when you get the urge to predict the future, better lie down until the feeling goes away – forbes magazine
  • technology fuelled disruption – exponential improvement in core technology
  • cost of computing and storage will soon be less than pennies per gb/mbps
  • democratizes computing, information, and knowledge, now anyone can access processing power, storage on their own device
  • digital products are disrupting all industries
  • 30 000 startups launched in 2015 and will grow exponentially – we’re at a Cambrian moment
  • kickstarter campaigns have had 1.8 billion pledged
  • besides sleep, we are digital creatures – learning, shopping, dating
  • SMACS – social, mobile, analytics, cloud, sensors
  • software is eating the world – marc andreesen
  • SMACS will eat market research
  • Most companies already have big data, now they need big computing, the next is applications – simple tools that put power of insights in the hands of the users
  • it lets us do things differently and do different things
  • Tilofy – worlds first universal offline analytics platform – looks at demographics, tag clouds, influencers, heatmaps
  • io – leading video intelligence platform – know what video reviews are saying about your brand
  • Muko – next generation mood driven music discovery – ingests music reviews, aggregates meaning and emotion, can apply to any product
  • machine intelligence – can system anticipate what i want before i want it, this is already coming
  • how oldthink about microsofts how-old.net¬†program works
  • deep learning is AI, used to recognize objects and translate speech in real life – machines can now understand a photo
  • affective computing – system understands who we are,
  • virtual humans – can be used for training, therapy, training in the lab and in real life, can interpret human cues, just needs a camera
  • Neurovigil – a small headband records EEG as long as you wear it and sends it to drug company doing pharmaceutical collection, don’t need the patient to come in and hook up or do anything
  • a computer should not ask anything it should know, sensors profoundly change what a computer can know, every new sensor creates a new business
  • the future is seamless and pervasive intelligence, reusable, automated
  • technology facilitate new ways to capture, understand and predict human behaviour
  • the web sees, understands, and forgets nothing
  • text comes from NLP, analytics; images comes from deep learning, vision; audio comes from AI, deep learning; video comes from deep learning, vision
  • intelligent ethnography – can be 24/7 with cameras and audio video
  • mobile sensors, passively behind the scenes, just based on your phone data, can tell your age and gender, without installing any application
  • data aggregation is the next area for MR – GNIP, twitter, RescueTIme, DataSift
  • next market research is dynamic 24/7, contextual, passive and active, digital and analogue, what i DO, real time, future/predictive
  • AIO robotics case – identified top five complaints about the product and made these their main goals
  • Does WHY matter – with enough data, the numbers speak for themselves
  • What makes a sticky user – someone who adds 30 friends in the first week of using a social network, think about facebook vs myspace growth and development
  • today is market research, the future is computational social science
  • book – the mind in context – by batja mesquita – thoughts feelings are not driven by a single cause but multiple transactive processes
  • what will my company do when everyone has great processing power on their own
  • technology will be the core of the future, need generalist technologists to keep them informed about the edges of technology
  • be prepared to kill your first born [not for real!]
  • you can’t know it all so partner with other companies
  • prepare to become a computational social scientist [LEARN R!!!!]
  • learn how to manage, clean, process data – R; stay on top of new applications; partner with a company that does manage data
  • two sales people go to africa to see if their is a market for their product. one returns and says there is no opportunity there, no one wears shoes. The second returns and says there is fantastic opportunity there, no one wears shoes.
  • @StartUpMind is his twitter name

It’s finally about the people who participate in our research #IIeXap14 #IIeX #MRX

iiexbannerGood night Sydney!

It’s been a long day full of short presentations, and a few things come to mind.

  1. I’ve advocated on behalf of people who participate in our surveys for so long that I sometimes feel like a broken record. But today, on numerous occasions, speakers specifically demanded that we treat people like human beings. We might think we’re already doing that but the percentage of people who don’t know what being screened out means says differently. We still write really long surveys and we still write them as if we’re Charles Dickens not J. K. Rowlings. What I heard today is that more and more researchers are starting to think about and talk to research participants as if they are actual human beings. Strange concept. I look forward to seeing this theory become reality.
  2. ikabezier_flower_peopleThe age of marketing products has ended. We are now listening to what people want and trying to respond to those needs. Brands that want to remain relevant and in demand also need to treat people like people. (Is this strange concept a trend?) Let’s remember that most people don’t want a relationship with most of the brands they use. Hey, I don’t even KNOW most of the brands I use. Out of the thousands of brands I use, I only have space to remember a few of them by name. Sorry carpets, tiles, shingles, shelving and more. Just because you want your brand to be everyone’s best friend doesn’t mean they want to.
  3. Did you know that “Garbage in, garbage out” comes from our good friend Charles Babbage who lived in the 1800s? He actually said something closer to “to put in the wrong data¬†and expect the right answers is absurd.” Well, is YOUR survey/focus group/big data putting in the wrong data? And are you still expecting the right answers? We’re so used to the “garbage in, garbage out” phrase that we automatically discard it as not being relevant to US. But is it? Maybe it’s time to think about it again.
  4. Can’t say, won’t say is a fun little problem for most surveys and traditional research methods. I would never say I’m¬†racist or sexist or homophobic because I know those things are bad. I also can’t tell you why I like the colour pink and hate the colour black. I can’t and I won’t. These few words are a good reminder that the absolute best methodology is the multi-mode methodology. What can’t be measured with one method will be measureable with another. And don’t think otherwise.
  5. nailed itPlease explain this to me. Why do we keep on saying that innovation isn’t coming from market research. Of course it is. If you are in the business of understanding consumer behaviour, you work in market research. I don’t care if you call yourself a techie or a programmer or some funky weird fad title. What is the real problem? Well, people who are in traditional market research paths have defined market research far too narrowly and can’t see the light for their blinders. Is a doctor someone who is skilled in the ancient art of bloodletting, or is it someone who is skilled in healing people? It’s no different with market research. Market researchers focus on consumer behaviour HOWEVER that is measured.
  6. I learned today that panel companies offer no value because anyone can go online and use DIY services. Well, if panel companies were simply DIY companies, I wouldn’t be interested in them either. In fact, I’d run very quickly from them. You see, I’ve worked on the panel side of full service research companies for quite a few years. I’m the person behind the scenes running data quality processes to evaluate individual responders and determine who is and isn’t earning their keep with engaged and honest answers. I’m the person figuring out new algorithms for generating more representative samples. I’m the person making sure your dataset isn’t a big pile of crap. DIY sampling? I’m all for it. But only if it’s DIY sampling of good quality panelists.
  7. Lastly, the best conference sales pitch is a great presentation. And a great presentation includes ZERO mentions of your company name. ZERO mentions like “Our companies works hard to….” And ZERO videos about your great products. Great presentations DO include engaging, entertaining, personable research experts. Try it. You’ll like it.iiexap14 self with Lisa and Mike

Other Posts

Mission Possible: Innovative Solutions to Challenging Project Briefs Presented by Roddy Knowles, Director of Mobile Research #CRC2014 #MRX

CRC_brochure2013Live blogging from the Corporate Researchers Conference in Chicago. Any errors or bad jokes are my own.

Mission Possible: Innovative Solutions to Challenging Project Briefs
Presented by Roddy Knowles, Director of Mobile Research

  • Mission: Invade personal space – What is the relationship between toilet paper and flushing issues – we need you to capture in the moment usage of toilet paper
  • Mobile survey was easy, quick – how many sheets, are you folding/wiping/crumpling, how many times do you wipe?
  • how do you make a survey mobile friendly?
    • break it up into chunks – served 10 questions at a time
    • did a side by side of chunks vs full survey to compare
    • initially difficult to set up, but faster in field, resulted in better member experience, provided better data, challenge made us stronger because we realized we could handle the process
  • IMG_3533[1]Mission: Tag, track and talk
    • measure shopper at 3 points in shopper journey – pre shop planning, in-store, making/consuming product
    • difficult to do without mobile
    • in-store researcher or facility testing was not natural and not preferred
    • first profiled respondents and then recruited the right people, surveyed about planning for shopping and then sent them to the store. they didn’t know what product was going to be assigned to them
    • reimbursed people for the product
    • mobile IHUT validated with phones, added depth with open-ends and media
    • let them see how people use the product differently than expected
  • Mission: understand categories of websites while shopping impacts purchase decisions
    • monitor shoppers full digital footprint
    • metered panelist on mobile phone and computer
    • looked at app usage on smart phone and social media listening
    • let them see what else they are doing at the same time – email, games, while they’re occupied with the product
  • IMG_3534[1]Mission: Unicorn hunting
    • find people who are at the very very beginning of a purchase decision – needle in a haystack
    • follow entire process and see when it does or doesn’t end up in a purchse
    • used metered panel – computer and mobile
    • specifically monitored auto websites, bluebook
    • opt in for GPS tracking, matched up to dealership locations
    • surveyed during and after, and really try to get right at the point of the experience instead of relying on memory
  • Mission: Track Santa Claus
    • study over the last two years, track data around black friday, cyber monday, christmas, new years
    • used metered panel again, which websites, which phone apps, which stores they visit
    • used a mobile diary, had people check in with them while they were shopping, a short survey about categories, basket spend, receipts from shoppers
    • mobile is starting to look more like PC, see bumps around the exact holidays
    • many stores opened extremely early on these holidays but the data showed that people did go earlier and there were spikes in traffic at the early time slots. the people going really early spend more
  • integration is key, this is how you meet objectives in creative way

What Inspires Customer Innovation by Marion Debruyne #ESOMAR #MRX

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

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

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

Thank the Weirdos for Product Breakthroughs #ESOMAR #MRX

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

How Success Stories from the Past can Inspire Future Innovation: Reviewing new product launches in the US and Europe by David Hood, Nielsen, UK, Marcin Penconek, Nielsen, Poland

  • Talking about Milka Choco Supreme [HA! I bought these for the first time ever yesterday :)]
  • They had to increase visibility of this new item, thought about equity transfer. This product is one of many things they launched over a two year period. ¬†Total franchise increased by 100 million Euros and they penetrated new consumers.
  • How to find the winners, the most important innovations.¬†First look at relevance – year 1 sales of at least 10 million euros.¬†Second look at endurance – 85% of year 1 sales had to be achieved in year two.¬†Third – [couldn’t hear this one]
  • Of 60 000 SKUs, half died in half a year, only 24% survived the full year
  • There were 12000 launches in 17 categories over a couple of year – france, UK, italy and spain, plus the USA
  • Breakthrough success is not correlted with category landscape, growth, decline, small, large, didn’t matter
  • Beer has a small innovation focus, new items are 1% of category sales.
  • The brand winners are Belvita, Mucinex, Limearita, Meow Mix, zzzquil, Magnum, lays xtramix, milka, lucozade
  • Are some of these even innovative? Is lucozade lemonade an innovation or just another flavour? it reaches brand new consumers, image is not¬†for fueling active life. initially launched as limited edition.
  • Breakthrough winners tend to source outside of the category. 45% is category expansion not from switching brands.
  • Look for small trends and chase that, not the existing category. Make a professional grade mainstream. Relieve people of unwanted trade-offs. Build a platform. New usage occasions. Meaningful secondary benefits. Stretch your brand.
  • International delight iced coffee – Consumers in coffee house want to drink inside and others want to take away. Take aways are often dissatisfied with the experience, didn’t like the line, cups spilling, getting their name wrong. The coffee house wasn’t delivering. Also, ice coffee has little to do with coffee – milk, sugar, syrup.
  • Must understand the reason for non-consumption. need to understand what consumers are looking for functionally, emotionally, and socially.
  • Breakthroughs don’t always require a big investment.

Nature vs. Nurture: Can You Change Your Innovation’s Destiny?:¬†The impact of marketing on an innovation’s personality archetype¬†by¬†Helen Wing, Ipsos InnoQuest, UK,¬†Lee Markowitz, Ipsos InnoQuest, USA
Lucy Balbuena, Ipsos InnoQuest, France, Paul Crowe, Ipsos InnoQuest, USA

  • Clients want to innovate with certain personalities. Me or we people?
  • Formed 12 brand personalities: Three are Winners, Good Starts, and Underpriced
  • Some personalities have a better chance than others – Promising – Winner, good start, underpriced. Inspiring – Breakthrough, Atypical. Depends on strategy – Me too, niche, value, premium. Handle with care – Unconvincing
  • Look at relevance, believability, and differentiation
  • tested product that cleaned the dishes and the dishwasher – people didn’t really believe it
  • Tested petroleum car that was environmentally friendly – people didn’t see it as relevant, it’s been around a long time
  • Tested disposable cutting board to avoid food contamination – People didn’t believe it and it wasn’t relevant
  • Tested fast food chain – 28% me-too and 20% unconvincing, much more than norms database. ¬†THey had better success in restarts.
  • Companies will have different personality that do not align with their strategy
  • Companies vary on ability to do it. don’t all have the same commitment to nurturing innovations.
  • Most success nurturing breakthroughs to good starts or winners. Me too ideas to good stars or winners. Unconvincing ideas to breakthroughs.
  • The dishwasher product, they marketed how the product works so that believability would improve.
  • Nature and Nurture matter. It depends on your personality and what you’re good at changing.
  • [Lee played a bit role in getting me started in my career. Statisticians ROCK! Thanks Lee ūüôā ]

A Disruptive Value Proposition: Interconnecting consumers, brands and a retailer via market research by Patricia Flores, Reperes, France, Stéphane Gautron, Carrefour Management, France

  • 2/3 of launches fail despite pre-testing.
  • Consumers recruited online or in the store, but they register online as part of a community. Recruited 300 000 people and nearly 2 million interviews. Tested 1800 products and 400 brands. They pick a product they are familiar with, share ideas about it, get a coupon, do their shopping basket as usual, and pay for everything. Then they use the product at home and answer questions about.
  • The IHUT includes the brand AND the retailer.
  • The full ecosystem benefits every partner. Consumers get the product for free and they get to access other consumers evaluations. [This is great! People want to see the results!] And they get to particiapte in games and animations with the community. [This would turn me off. I’d quit that study PDQ] ¬†People say sometimes they won’t try a new product because it’s so expensive.
  • They put little signs on the shelf in the stores so people know they can test a product by joining the community. ¬† [LOVE THIS! imagine how it would make people love MRX in North America!]
  • They can benchmark the results against all the other products, and get profiling of their best consumers.
  • The test itself creates buzz and this can feed the brand site or facebook.
  • Retailers benefit too because it improves loyalty of customers who want to get the product at YOUR store.
%d bloggers like this: