Tag Archives: insight

The future of insights #IIeX 

Live note-taking at #IIeX in Atlanta. Any errors or bad jokes are my own.

Impacting clients: Raising the bar by Andrew Cannon, Alex Hunt, Simon Chadwick, Kathy Cochran

  • There is stiff competition ahead, are we making a big enough impact, can we crack the ROI question
  • Is the c suite more interested in customer insight than they used to be?
  • Are we earning our seat at the table [or…. Are we setting that damn table!!]
  • Google this: GRBN100day. Challenge website,  put your name on a list of people who have committed to make a difference towards the research industry – value to clients, and ROI impact, enter your name and email address. [DO THIS, I signed up ūüôā ]
  • Why the emphasis on ROI, you can’t demonstrate this because ther’s too much in between my research and the real world. – wrong. 
  • Only 1 in 5 are delivering strategic value that makes a different for business outcomes
  • Must have a positive championing relationship with the C suite, without this, the research function will never be more than a contributor, will never reach strategic level, must prove your worth so they will stand up and champion you, they need to see you as a pillar not a jolly good thing
  • The more advanced the research function is, the more likely they and clients are happier, and that they are measuring ROI; if you measure ROI, you are likely a strategic partner
  • Marketers regard insights function as purely librarians,  marketers want us to be strategic consultants
  • [how do leaders lead? They continue the panel when the moderator is gone. THAT’S HOW YOU DO IT!]
  • ROI doens’t have to be in an algorithm, think small, don’t get overwhelmed, have a dashboard for tracking, start small and build
  • How many research companies are famous for driving an initiative
  • Insight folks need a strategic plan,, doesn’t need to be fifty pages, plan the next 3 to 5 years, what information do you have, what areas are you missing, where will you help drive innovatio
  • Everyone. wants to be a strategic partner, what does that really mean, you need to BE a strategic partner, if you are at a meeting BE a strategic partner, MAKE a decision, HAVE an opinion, connect the dots,, be the person. Who makes the connections and states the real implications
  • Tactical – we are inconsistent in explaining the wider business challenges, making recommendation
  • ROI word gets people’s defences up
  • Mobile is faster, cheaper, better – frame that for your business clients
  • Don’t underestimate the power of anecdotes
  • THink of the Dove brand – made millions for the Unilever brand, promote the value of what we do


Using social media intelligence to analyze category and brand performance against changing benefits by Natasha Stevens

  • [Natasha chairs the Boston chapter of the New Research Speakers Club. If you’re NEVER spoken at a conference before, please come! Http://researchspeakersclub.com]
  • Natasha is a coffee fan, she used to choose a local coffee house, now she orders her coffee while she’s on the train to work, she doesn’t wait for her coffee because it’s ready at hand when she walks in the door
  • The market place is ever changing where benefits are the currency
  • Digital has transformed the landscape of influences and opportunities
  • Brands need to stay abreast of categories and how your business will be impacted
  • What’s being said about how get the job. Done, which needs are discusse
  •  All market decisions trace back to four cornerstones – security, well being, gratification, and freedom
  • Alcon contact lens case study – most was about well being, then gratification, brands performed differently within the category;; security is a hygiene factors in this category,,  they needed to create an educational format because users were seeking advice from ophthalmologists online


The compass and the map of content marketing insights by Andres Almeida. and Peter McCue

  • The running of the wiener dogs, an absolute disaster; this is us as analytics trying to measure custom content 
  • We have metrics and measurement but we don’t know what they mean because we don’t have a compass to tell us where we should be
  • We have page views, visitors, social actions, but WHY do we look at all this
  • RElating to beer – Time spent with content plotted against social actions taken – celebrities, comedy, and sports/football stood out; Celebrities account for low social interactions, people are too embarrassed to share those things
  • Ford F-150 – rank videos by views and you can see disparity in high view and low view counts, more inspiring and informative language rose to the top, audience wants information AND inspiration
  • Eight content moment types – some perform better for certain topics
  • No one wants to be inspired by political content but they want information [good chart here but can’t read a it of it. [FONT SIZE people ]

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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 
  • PERSONALIZATION
  • 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

Empathy, VOC, MROCs, and digital qual presentation summaries #IIeX

Live blogged from IIeX in Atlanta. Any errors or bad jokes are my own.


The surprising power of empathy to foster consumer engagement by Sion Agami and Steve August   

  • innovation is normally thought of as new tech, new methods, new products. in reality, that’s only the final output of innovation. innovation is really a cumulative work of bringing something to bear.
  • the key to understanding people is empathy [GENUINE empathy, not company mandated empathy]
  • understanding is a stigmatized condition – consumers may feel ashamed or embarrassed or scared to buy a product
  • 1 in 3 adult women experience incontinence and it increase to 1 in 2 for the older group
  • digital qual allows you to get in the moment – when do you have women discuss things privately versus together in a group – both have important uses
  • women experienced the five stages of grief as they expected their own incontinence, they wouldnt go out unless they knew where all the bathrooms were so they were always planning, couldn’t be spontaneous, worried other people would notice they were wearing something, some women kept two of each outfit so they could change and no one would notice, overplanning kills the magic
  • is digital appropriate for the older community? absolutely. they use the technology to learn about this, they use mobile apps to find bathrooms, find the best bathrooms
  • people didn’t feel like it was a survey, they felt like a community, somewhere they could talk to other people who knew what they were going through, it felt like therapy to some
  • women want a functional design that allows them to reclaim femininity, it can’t feel like a diaper
  • digital qual’s ultimate deliverable is empathy

Capturing the voice of the customer in a multichannel world by Holly DeMuro 

  • is voice of the consumer part of market research? [is that a rhetorical question?]
  • consider quick wins vs sustainable growth, need to improve the organization at a higher level
  • if you don’t act on the research, it’s a fail

Closer, Deeper, and Better Insights by Rebecca West 

  • mobile has surpassed desktop in search
  • how do consumers navigate apps and websites with their mobile devices
  • taking a picture of someone using a phone isn’t helpful, image is too small, instead need to capture online activity in real time
  • a usability platform can display the mobile device screen on your computer so you can watch

Co-ownership of insights: mapping the consumer journey for Breyers ice cream by Niels Schillewaert and Daniel Blatt 

  • Todays discussion is about ice cream [WHERE ARE THE SAMPLES!?]
  • People do NOT need this product but it brings about happiness
  • You could do a shop along or ethnography or eye tracking but what is the right approach for this study
  • people are only a shopper for a very small portion of the day, the rest of the time they are human
  • research is often a one way presentation, wanted to increase the shelf life of the results with audio visual
  • invited Breyers loyals to blind research and revealed midway, 3 weeks long
  • people become really involved with the online community and asked about each others kids
  • responders were thankful to be a part of it, felt like their whole family participated in it too
  • 20% less drop out, somewhat due to product category, 2800 pictures, 40 videos, hard to achieve in a focus group, $75 dollar incentive and they had to save their ice cream receipts
  • rational benefit to ice cream is that it makes you feel good but you still don’t need it
  • learned about the entire family not just the shopper

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

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Influencing the Corporate Strategy Agenda with Research Insights by Claire Brooks, ModelPeople & Dina Lawson, McNeil #CRC2014 #MRX

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

Influencing the Corporate Strategy Agenda with Research Insights by Claire Brooks, ModelPeople Global Brand Insights & Strategy, Dina Lawson, McNeil Consumer Healthcare, Johnson & Johnson

  • Help your senior execs to play, and learn, and act upon consumer insights by involving them in the journey
  • Empathy needs to be at the heart of the strategic agenda
  • help executives become strategic learning conductors – embed insights, involve stakeholders, help others uncover insights on their own
  • this is a strategic learning journey
  • important to immerse in strategic context
    • put people in the middle of consumers, cultural/semiotic, social/family, channel/retail, technology/media
    • you only have 15 seconds with executives, need to curate an immersive experience
    • use virtual ethnography;¬†use mobile ethnography to make sure you have articulate consumers
  • need to activate learning by identifying insights and scope
    • don’t leave executives with impressions, create time in the field for them to express what they’ve heard and learned, keep it simple focused on AHAs
  • need to inspire
    • story telling using video and other graphic media
  • Case study – nutrition in India – the desk is dangerous place from which to view the world ~John LeCarre
    • many client assumptions turned out to be very wrong in india
    • need a local research partner experienced in the techniques
  • Case study – korea –¬†there may be language difficulties so be as visual as possible
  • Take your business partners on the journey with you, from objective to key business issues so everyone knows exactly what to do
  • turn all of your materials into a really good actionable page
  • don’t just deliver on a functional benefit – “faster, longer, pinker”
  • Mylicon example – for infant gas, very functional. existing product positioning was not inspirational at all. People saw the product as a life saving product not a fussy baby product. Role of product wasn’t enabling a mother child bond, it was as a magical, god-made product. Completely different positioning for brand. Video played an essential role in proving to the board the positioning was wrong.
  • Product may not change but consumers are always changing.

Bring Insights to the Table and Keep Them There with Behavioral Economics by Stephen Paton, AGL (Australia) #CRC2014 #MRX

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

Bring Insights to the Table and Keep Them There with Behavioral Economics
Stephen Paton, AGL (Australia)

  • We bring understanding, we show how to influence situations, we help predict the unknown
  • While everyone else is walking along the beach, we’re stuck looking at one single rock
  • Try to do at least one new methodology every year.¬†They just tried using apps for the first time
  • we need good presentation skills so we can share our results
  • we need better, faster, cheaper – we have indeed done this with going online, better technology, no more paper, online communities, crowd sourcing
  • Is this a race to the bottom?
  • We’ve gotten so much better at what we do but salaries don’t show it
  • Research used to have mystique and mystery – how do you collect data? what sample sizes got used?
  • Context is important to decision making and outcomes
  • “We are to thinking as cats are to swimming – we can do it if we have to” ~Daniel Kahneman
  • Dan Ariely – books are easy to read “Predictably Irrational”, register for his course
  • We take a lot of shortcuts, we have biases, we deal with social norms, omission bias, restraint bias, attention bias, ambiguity effect, validity illusion, ¬†– we aren’t logical
  • book “Psychology of Price”
  • Use traditional insights AND behavioural paths as well

Brain tricks and insights without interviews #ESOMAR #MRX

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

FUEL FOR THE MIND | BRAIN TRICKS: An action-packed session of scientific experiments and brain tricks to demonstrate the power of the consumer’s unconscious mind… as well as your own

Escaping the Chains: How Our Unconscious Limits and Frees Us …and how to measure it in market research by Elina Halonen, The Irrational Agency, UK, Leigh Caldwell, The Irrational Agency, UK

  • IMG_3347Our mind needs to make reasonable approximations to understand the world
  • Early humans trying to survive had to take everything that was available right now because they didn’t know when the next piece of food would be available, but that doesn’t serve the modern world very well
  • We’re headed into an interactive demonstration with folks on their online devices
  • Leigh is blindfolded and tied up on stage – he has minimal senses available to him, just as the human brain does all the time
  • Would you rather pay ¬†77E in one month or 100E in 2 months [people are now answering on their devices] – People are willing to pay twice as much for a sofa to defer payments on it
  • Would you be willing to pay 15E for a certain bottle of wine? People who were born in the last half of a month were willing to pay more than people who were born in the first half of the month.
  • [Leigh is still tied up but now he’s allowed to stand up]
  • Another interactive game – how does ESOMAR¬†compare to the Russian government – audience believes ESOMAR is more innovative than NASA, and more strict than NASA
  • [Poor leigh is still trying to talk while tied up and with chains on his hands]
  • Two donation boxes were outside at reception and outside this room – one had flowers on it, one had a pair of eyes on it. ¬†But so far, no money in either box. [What will happen now? ¬†ūüôā ¬†]
  • Moving a signature line from the end of the tax form to the beginning of the tax form made people more honest on their taxes
  • Sometimes, the easiest way to solve a problem is the easiest way – just ask people. ¬†But we need to listen to people a lot more carefuly than we normally do.
  • 80% of people think BE is the future. Less so for Neuroscience, semiotics, or gamification. Poor semiotics was last. ¬†People who respond faster are more confident. ¬†People are very confident about gamification – they believe it will work or it won’t work.
  • Need to understand limits of our brain, our myopia. Use the right method for the tool – not everything works with implicit methods.

Cultural Anchoring: Solving brand architecture complexities by Julian Dunne, Cricket Australia, Australia, Neale Cotton, The Lab Strategy & Planning, Australia

  • Cricket is loved in australia, there are many local sayings related specifically in¬†Australia
  • The cricket¬†brand is rooted in the traditional 5 day format so they introduced face paced cricket, 20/20 cricket in order to attract more younger women
  • Used cultural and semiotic analysis to determine how their four brands of cricket met the needs of Australian people
  • “Daz” not Darrel, “Juz” not Justin, “Gaz” not Garry [I’ve heard these strange aussie people shorten everything!]
  • Decided to code “Australianess”, their core ideal is egalitarianism
  • semiotic 2 by 2 square recognizes convention vs inferiority
  • Strength and hard work is one quadrant – hard, tough, steely, determined, unforgiving, dour, keep going, toil, blood sweat and tears, hold the line
  • Casualness quadrant – mates, chilled, glass half full, she’ll be right, no worries, colloquial, sweet, hang out
  • Rebel and free spirit quadrant – stuff it,¬†, flair, no boundaries, do as wel please, youthful spirit, exploration, adventure¬†[sorry, slide flew by there so I don’t have the words]
  • Ingenuity – clever, outsmart, outwit, creative, brilliant, different thinker, one out of the box
  • cricket can be played anywhere, by anyone, at anytime, with just a stick and a garbage bin – it represents equality, doesn’t discriminate on age, affluence, athletic ability, everyone gets to play all positions
  • Cricket requires a lot of hard work and concentration all day long – STRENGTH, It¬†requires you to earn your way to access – HARD WORK
  • Each of the four subbrands fit perfectly into the four semiotic squares
  • It’s not just managing the spirit of the game, it’s the spirit of the nation

Free Space: Using open data for retail location analysis by Darren Fleetwood, Oxfam, UK

  • Most people can’t get a hold of most data
  • Only half of world’s data has been analyzed even though it could be useful [really? i can’t believe we’ve analyzed that much of it. I’d believe 0.001%]
  • Open data is free to use, reuse, and redistribute
  • $345 billion will be added to EU economy through open data
  • Use open data to map London traffic densities [THAT is cool and useful]
  • Now anyone can do what only governments could do before – ditto for charities and small businesses
  • Problem – cataloging available relevant data is time consuming, access it patch particularly at a global level
  • Problem – Just because you can access data doesn’t mean you can do anything you want with it
  • Problem – what is the quality of the free data [that’s why social media research can’t be free]
  • OXFAM is UK charity with 600 shops that raise money for various projects – what affects the shop sales, where should they put new stores
  • they reused existing survey and focus group data [it’s about damn time someone did this!!! ]
  • It. Cost. $0. – Most important slide.
  • Gathered piles of demographic data, revenue data, geography data, other retailers in the area
  • Used OpenStreetMap – the wikipedia of maps, volunteers generate this data, map points double every two years, coverage is very UK and germany, better in urban areas
  • used property prices from Zoopla – allow a certain amount of free access
  • Mapped each shop area, found they did better in younger, urban, higher social grade areas
  • They identified potentially underperforming and overperforming stores
  • Don’t simply assume high revenue means a shop a doing well and vice versa
  • First time they got a clear picture, caused a re-evaluation of what a successful location looked like
  • It helped identify a new group of younger shoppers – they thought their clientele was just older people

Related articles

Getting to Deeper Insights Using Real Time Mobile Phone Video Chats for Qualitative Research by Rachel Geltman #CASRO #MRX

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

“Getting to Deeper Insights Using Real Time Mobile Phone Video Chats for Qualitative Research‚ÄĚ by¬†Rachel Geltman, CEO, Video Chat Network

  • starbucks case study – saw more vivid language describing the drink, before and after what they were expecting, sensory cues as they were drinking it, stronger reactions to the product versus a scale on a survey, role of a cup of coffee in a day
  • in-home experience was less visceral, more generic, professional descriptions, not the laughter and love seen in the in-store experience
  • case study with SUVs – they ensured safety of the driver first. more descriptive brand imagery, more reflections on themselves as drivers, more under the radar descriptions of tiny little things that no one really pays attention to.
  • in-home experience was more like listening to them recite a commercial they saw on TV, there is was conscious recall of things many of which could be forgotten. you can’t understand the experience of being in the vehicle
  • case study on mobile phone – it’s all about the touch, sensory experience of holding the phone, they’ve already done all the research, they know the pricing. people talk about how it feels, how it looks. people say the like to get a feel for the phone but they can’t put their hand around it because of the weight of the lock in the store [YEAH!!!!]
  • Embedded image permalinkin-home – they had to probe to see if people touched or picked up the phone. lots of talking about what people said or what the salesperson said. people would respond that they picked up the phone but they didn’t really talk about how the phone felt in their hands
  • in-environment testing is a powerful stimulator, more descriptive, more creative, more passionate, more insightful [GET THE WEIGHT OFF THE IN-STORE PHONE. sorry for yelling ūüôā ]
  • latent motivators like touching, sensing happens in-experience not in-home, very vivid and concrete language that a creative person would be desperate to get
  • really good for up-front developmental, exploratory research, good for ‘how should a store be designed’, what should the copy read, how should the packaging be designed

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Using Consumer Insights/Data to Create A New Consumer Category through D2C by Theresa Farrell and Rebecca Dilnik #FOCI14 #MR

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

Using Consumer Insights/Data to Create A New Consumer Category through D2C
Theresa Farrell and Rebecca Dilnik,
KIMBERLY-CLARK CORP.

  • proactive is a direct to consumer billion dollar brand via television
  • hard to innovate in the consumer packaged goods area, traditional method has a lot of issues
  • complex – marketing, media, distribution and more
  • expensive – buying media, planning distribution, stocking, inventory, training
  • risky – CPG innovation failure rate is between 50% and 90%
  • inflexible – once machine is moving, media is bought, customers are ready, you can’t just stop it
  • success won’t be known for six months
  • test markets are complex, expensive, time consumer, and maybe not even predictive if you don’t match them well, garbage in garbage out
  • in direct to consumer space, you can sell a little bit and learn a lot
  • lower investment than with a national launch, don’t have to build up large inventory, you can measure instantly what was bought and by whom, you can modify your plan more quickly
  • Case study #1: Neat Sheet
  • Little Swimmers are diapers so toddlers can swim)
  • the outer cover prevented sand from sticking to it so why not transfer that into a little ground cover – the NEAT SHEET
  • projected market results were not met, tests said it would work but couldn’t get it in the stores and consumers couldn’t find it, people loved the product and they needed to raise awareness of it
  • works at the beach, working on your car, at sports events, at concerts and 100 other uses
  • how could they get stores interested in the product? QVC would be a great opportunity
  • ¬†good sales in 2002 and 2003, but by 2007 they took it off the market, but lots of great learnings about how to prepare to use QVC
  • Case Study #2: Kleenex hand towels
  • discovered via diary data, tested really well, packaging is designed to fit any bathroom on a towel bar or on the counter. but kleenex is a big brand and habits are hard to break. people are used to using a regular towel. consumers need demos.
  • tested in january 2010. in 8 minute slot they had several demos. first slot had 2700 purchases. $7500 per minute. QVC says if you get $5000 per minute they will keep you on air longer. They were able to figure out where within the 8 minutes they got the most interest. ended up selling more than $9000 a minute which was the best of the day.
  • a fresh clean towel every time you dry your hands eliminates the “yuck” factor and is a good health benefit [but boy is that wasteful!]
  • learned a little more, sold a little more.
  • retailers were sold on the DTC results and were able to get store distribution a lot easier, continue to see adoption to today
  • Case Study #3: Truist moisturizing socks and gloves
  • designed for women over 50, positioning is not maintaining youth, it is honest aging and taking care of yourself and the changes that come with it [deemed a risky position. sigh. okay, be happy with who you are. right now.]
  • ¬†we are taught about the aging process way too early, we are expected to look impossibly perfect [hell yeah! yes, I took a less than flattering selfie of myself today ūüôā ]
  • how do we support a great product and minimize the risk? start with DRTC. Made a 30 minute infomercial with real women. Great viewership but low sales.
  • switched to a 5 minute version to the target audience, modified the video to show real women using the product. this worked but adding free shipping helped more.
  • fortunately experiments are quick and cheap – media format, optimal line up, price experimentation, free products or free shipping, find the right TV channel to put your infomercial on
  • Key takeaways for DTC for innovation
  • you can get in the market a lot faster, lower investment of media and product, real time research of changing price product format [honestly never thought that major brand names did infomercials]

 

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Jack Be Nimble: Faster & Richer Insights Through Insourcing by Richard Shakarchi #FOCI14 #MRX

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

Jack Be Nimble: Faster & Richer Insights Through Insourcing
Richard Shakarchi, E*TRADE FINANCIAL

  • you can’t have faster, cheaper, better – one will always suffer. it’s a zero sum game
  • There is a pyramid of services
    • do sample providers provide direct value? not terribly [HEY! disagree!] easily outsourced.
    • Research operations gets work programmed. do they add direct value?
    • What about project management who makes sure things are done on time? Could be outsourced
    • Design and reporting translate business need into research design. sometimes¬†outsourced.
    • Then comes insight at the very top. frequently omitted.
  • Project information and design and reporting people give you tons and tons of data. but where is the insight. are we training anyone to become insights professionals?
  • budgetary constraints are driving industry change [do you think budget would be an issue if researchers proved they were essential? no]
  • many innovative techniques actually cost more
  • budget constrained researchers can use omnibus surveys, google consumer surveys, good for generic simply research but not the deep dives
  • if money determines which method you are using, then you are sacrificing something
  • DIY research has a really bad reputation. ¬†OPen access to non-professional less to less than stellar control, quality of research deteriorated, limited capabilities for better design. Yes, cost went down but so did quality.
  • Since early days, DIY has dramatically evolved, it’s not just surveys any more. we can do user testing of websites now, face-to-face interviewing, online communities
  • I know I CAN DIY, but should I?
  • Read “The Innovator’s Dilemma” ¬†As an industry evolves, new technologies will emerge. In the early days, the tech won’t be that great and people will ignore those tools. But just you wait. They will eat at the heels of the higher quality providers. But those “new” technologies eventually become just as good and now they are cheaper.
  • “Guns don’t kill, people do” ¬†Don’t blame the DIY tools for the problems of those who use the tools.
  • Break the paradigm. ¬†Among skilled researchers DIY is faster, better, cheaper.
  • Own the insights. Clients are the category expert. They know all the products inside and out, the financials, and how the survey was programmed. No one is better qualified to explain the insights.
  • If you do it long enough, you will have your own benchmarks for all the same types of measures your research supplier had.
  • make sure the DIY team has all the expertise they need from consulting to project management, research design, question writing, survey programming, database skills, data processing, basic and intermediate statistics, storytelling -[okay, one person can’t know it all but your team can]

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