Tag Archives: insights

The next generation of market research and insights creation #IIeX 

Live note taking at the #IIeX conference in Atlanta. Any errors are my own.

Panel: The Next Generation of Market Research & Insights Creation
;
Moderated by Leonard Murphy (GreenBook) with panelists Chris Enger (Periscope by McKinsey), Tamara Char (Periscope by McKinsey), & Simon Chadwick (Cambiar)

  • Periscope by McKinsey is a suite of tools for collecting learnings, analytics
  • Our entire industry is fragmented, over half of companies that source data did not exist ten years ago and they may not exist ten years form now
  • Technology is not the driver of change, client needs and circumstances are the drivers of change, they are being asked to do far more with budgets lower than they used to be, they much get creative
  • Behavioural data and analytics techniques to analyze that data is suddenly easily available and analyzable, this changes everything about being able to identify insights and work in an agile way, can get to 80/20 answers more quickly, we don’t need the 100% answer, we need to make progress on problem solving
  • Are analytics pushing the business forward, are the ‘researchers’ falling behind and failing to get seat at the table?
  • Need to elevate the quality and consistency of data so that the leadership is never getting three answers to the same question nor are employees hearing diverging answers
  • You must have a c-suite leader and hopefully the chief financial officer who has a longer tenure in a company, not the chief marketing officer
  • The CMO needs to spend time developing strategies not waiting to get data, let the machines do the heavy lifting so the team can spend their time strategizing
  • What is the role of the methodologist, understanding fit for purpose of all the tools, this is why we’re seeing so much fragmentation, 
  • In the USA, people are attracted by tools. In the EU, they are more focused on ideas and creativity, and try to be creative all through the entire process. Need to be less technologically focused in the USA. 
  • Try assigning various people on th c-suite to BE a person in a segment, have them go shopping for her, experience her, all to get them to empathize more clearly, because c-suite lives are so completely different from their segments
  • Is automation a dirty word? Machine learning templates and speeds everything up, may eliminate bias of an individual person although it will perpetuate bias that exists within the data
  • We need to present data for ten minutes and then discuss the oilers and solutions for the remaining 50 minutes

Panel: The GRIT Report & Future Impacts
; Moderated by Leonard Murphy (GreenBook) with panelists Aaron Reid, Ph.D (Sentient Decision Science), Patricia Chapin-Bayley (Toluna), Rick Kelly (Fuel Cycle) & Isaac Rogers (20|20 Research)

  • Automation is mostly used for analysis of surveys data, charting and infographics, analysis of text data, analysis of social media, sampling
  • “My clients aren’t asking me for social media data” no they aren’t, they’re asking someone else
  • Automation frees up time to expand capacity and do more, many things will soon be automated. We must adapt to this or fall by the wayside.
  • Buyers are slow to adopt automation, automation is a dirty word because they think it is DIY and it will be more work. It will actually free up resources and allow you to do more once you are trained and moving forward.
  • Do you want to be at a data collection conference in five years or at an insights conferences? Your business must adopt automation.
  • People don’t CARE if you automate, they want better research insights and thinking. You must have automation to get there.
  • Automation may not cut your budget but it allows you to move your budget into higher value endeavours.
  • What should samplers do? Advise on representativity, enforce length of interview limits, consult on questionnaire design, restrict to mobile only, forbid mobile-unfriendly. it is an absutive relationship – clients don’t want to pay for consumer friendly and respectful questionnaires.
  • There is no such thing as a non-mobile study. Every device must work and work well. You cannot run a survey without mobile respondents or you are guaranteed a nonrepresentative sample. Why is this even a conversation?
  • If you aren’t thinking mobile first, you are being stupid. We spend half of our time on our devices.  It is a data quality issue. [Cannot agree with this comment enough]
  • Educating the researcher of the future – they need critical thinking and storytelling skills. We all need to be critical thinking experts, you shouldn’t in the business without that.  We need to train the current workforce on how to do this. We’ve trained people on how to run cross-tabs but they need training on storytelling and turning insights into action.
  • Quick research doesn’t have to be quick and dirty or poor quality
  • The technology doesn’t matter, the platform doesn’t matter, we need to stop talking about the technology and focus on consultation, understanding the problem 

Navigating The New Insights Landscape by Simon Chadwick, Cambiar, #MRIA2017 

Live note taking at the #MRIA2017 conference in Toronto. Any errors or typos are my own.

Navigating The New Insights Landscape

Simon Chadwick, Managing Partner, Cambiar; Chairperson, Insights Association

  • Change is here and the industry is in the midst of the sot rapid transformation it has every seen
  • Most conferences talk about how technology has pushed the change forward. Tech is the enabler. An amazing enabler. Let’s us do the things we’ve done before in an affordable faster way.
  • Clients are pushing the change. CLients dictate what our industry looks like.
  • Decades ago, major agencies spawned new agencies as people left and set up their own agencies in an entrepreneurial way, there were few barriers to entry, you just needed a new idea or way of thinking, or they got a first follower. Today’s being names came up that way.
  • Now clients must do far more with far less. People used to make their money from annuity income – trackers, A&U studies, big studies, big clients, a with big relationships. You could count on the money coming through the door. However, those are the areas that clients are reducing or dropping. Can’t count on this money now.
  • Clients want to spend more on data integration, analystics, digital ad optimization, customer journey, path to purchase, most of which demand tech and we must learn those. These technologies belong to people who seem to be outside our industry.
  • Collection of data, creating insights form the data, translate that into business decisions, supporting those business decisions – the four core business areas of research
  • Our core business is incredibly fragmented, quant, qual, panel, DIY, mobile, communities, ethnography, mystery shopping, mobservational, etc
  • Half of research suppliers did not exist ten years ago, this is incredible, it is due to tech.
  • Funded by 14 billion in new capital, much of it for big data platforms in 2012. Gave way to social media, then web, then mobile analytics, and now predictive. Huge wave shifts on a yearly basis.
  • Private equity is now funding much of these, safe, solid, can be grown. They are concerned with growing the companies. 
  • Large enterprises are being bought to consolidate and add to, and create larger enterprises that they can take to public markets. 
  • Now we have public, private, venture capital, private equity, and corporate companies.
  • Now it’s an uneven playing field with a huge amount of money. Our industry is not used to this.  You wouldn’t realize our industry have tons of cash but we do.
  • BIG research acquires innovation and consolidates. Big analytics is organic innovation and consolidation. Small analytics is top line growth and survival. Automation is share growth, disruption, and exit planning. New MR is gaining niche acceptance, survive by being clever. Small MR is like with like mergers, and partnerships. 
  • [he encourages us to attend the qualtrics concert] Qualtrics is like a Star Trek conventions is massive fans
  • This all affects how you reward people, how you innovate, and what your ultimate goals are. You should know about your competitors and vendors work.
  • Shifting revenue mix matters to associations.  Pool of members is shrinking. Pool of potential members is growing. Associations must expand the tent. 
  • Insights association has 9 separate segments that need to be addressed. Voice of client must be heard loud by the association.  They still need to meet client needs. Chapters are vital because they allow us to deliver cross education and networking we need. 
  • Tech and researchers need to cross education – do analytics companies understand th ended for associations, the benefits we bring them. Probably they don’t until a problem with security or privacy happens. 
  • What does education look like? How do we education VC and PE on industry issues. How does political cliemate of your own and other countries affect industry?

Co-creating the future #IIeX #MRX 

Live note taking from #IIeX in amsterdam. Any errors or bad jokes are my own.

Using insight and analytics to steer change in an organization by Melissa Gill, Credit Suisse

  • The five stages of grief – you show us things we don’t we to hear, you make us question our sense of purpose, create a sense of loss for ourselves and our team, people go through denial as they read the results, it takes a while to accept the final results
  • Mission statements are a call to action, be part of the change, have clear direction, creating a vision is less functional
  • Define the problem you want to solve next year, create a team to act on a critical issue, don’t make people boil the ocean, get value this year so you can create a budget for next year
  • Assess the ideal situation, work requires part of a person not a whole person and it’s expensive, find out where the data is, where the expertise is within your company
  • Plan for a win, get results in 6 to 9 months minimum, don’t demonstrate technical competition yet, demonstrate value for the business within the budget timeframe
  • Solve your mission problem with incremental wins
  • Communicate, don’t communicate your wins or learning, also communicate what you can do better, help other people see other areas where they can contribute or add to your success
  • Create the right environment, who is the lead – the CRO, CEO, or someone else, the spehere of influence is quite broad
  • Its better to focus on learning how to improve things rather than asking questions that reflect your KPIs

Made you look! Using eye-tracking to see digital advertsing in a new way by Colin Deller and Maria Sealey, AIMIA

  • 46% of impressions are not viewable, this costs 1.6 billion pounds per year for UK companies
  • What do people actually look at online, do they look at native as much as display advertising
  • Infra-red eye tracking technology is available
  • Eye tracking showed that people weren’t pay much attention to a text ad, indexed it to a penguin ad and you could see much more attention paid to the image ad versus the text ad, more people viewed, for longer time
  • Only 35% of ads we purchase are viewed by people, only 9% of people look at them for more than one second
  • This is low in comparison to traditional ads, press gets more views because there is no load time and it’s viewed longer, 40% look at the ads for more than one second, 2.2 seconds average for print
  • But you cant just lift the print ad and use it is a a digital ad
  • Ads aren’t always immediately viewable and sometimes they switch to a different ad immediately
  • Viewable does not mean its being viewed
  • Think like.a poster not like direct mail
  • User cost per view, not cost per thousand

FinTech and Disruptive Innovation in Financial Services by Anthony Michelini, Citigroup

  • Citigroup is over 200 years old
  • Ingenuity has been art of their DNA 
  • Banking isnt just credit cards, it’s advising, investments, money transfers, bill payments
  • The bank is the hub of people’s money but there our spokes coming out of it
  • Half of millennials are already using financial tech solutions, 60% are happy with it, two thirds will use more going forward
  • Only half of millennials would be happy if they only had financial tech, but the trend is similar for older people, B2B are the furthest behind but still want digital
  • We can’t be all things to all people
  • Six markers of progress makers – optimistic, driven, resilient, future focus, worldly outlook, generosity of spirit
  • These come from motivations as people and how they view their lives, not just how they use banks
  • They use communities, advisory boards, innovation labs around the world

Unilever research start-up showcase #IIeX #MRX 

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

The showcase is a collection of small companies used by Unilever.

Get smart: Community your research with Twice the Impact at half the cost by Paul Field, TouchCast

  • What is touchcasting
  • [Speaker is now projecting himsel onto his slides using a green screen]
  • Its the next best thing to being in a room with someone, use this to communicate with employees around the world
  • [he’s choosing video from his screen and has removed himself from the big screen]
  • Use for training, meetings, presentations
  • Can use different backgrounds, put yourself in google maps, use a TelePrompTer on the screen, and this draws teh speakers eyes to the right place on the ipad
  • Can use multiple camera angles by using an ipad and some iphones
  • Can adjust the lighting yourself on the screen, can use filters like Instagram, can put titles on the screen
  • Automatically creates multiple clips and then you can edit out your stumbles or miscues
  • Unilever uses this because it lets you place content inside a presentation, video apps, documents, spreadsheets, polls, surveys, live social content, webpages, multiple videos can be shown at once
  • Can be viewed on any device, tablet, phone, computer, you just need a modern browser
  • It’s a container for long form content

Qualitative research at quantitative scale by Tugce Bulut, Streetbees

  • What do people say, see, and do when you aren’t there
  • Do you go deep and small in scale and lack statistical accuracy? Many start small and qual and then go large and quant
  • Don use surveys or panels, they use an app that anyone can download [isn’t that just a new kind of panel?]
  • Request people to video a task the next time they do it – the laundry, the cooking
  • You can google pictures on google but it wont be quite what you want, won’t be specific to your question
  • They don’t put people in a room, a focus group, and interview. They have them engage during the usual task whether in a cafe or at home
  • Ask people to log everything time they do something, a quick photo of the food or the situation, what emotion, what drivers, chat choices, snacks and meals are blurring
  • Verify people with technology from native language speakers in the country, photos and videos are verified as real [by a researcher type of person not by traditional validation]
  • Transcribe, translate, observations via machine learning
  • You can recontact people based on their contributions
  • They graduate people after two years and then people can’t provide consumer opinion anymore, they become retail experts [this is an excellent idea. Traditional panels should take note.]

Cracking the code: researching, understanding, and engaging consumers at the base of the pyramid by Melanie Edwards, Mobile Metrix

  • Majority of the planet is low income, they lack the basics in quality of water, food, housing, education, many deal with safety issues that researchers cannot overcome
  • You can train young people within the communities to use handheld devices to do interviews, high quality data and they get information, products and services in return
  • Unilever got huge surge in brand awareness, revamped their marketing messages, restructured distribution; communities increased their use in hand washing and increase in water treatment frequency
  • In another project, they were able to correct the govts illness incidence rate which was four times higher than thought; realized they needed to use different words to describe the product because people didn’t understand the word
  • This model creates work in unemployed areas, facilitates one on one conversation to create change
  • Have done research in the USA as well, poor area where one third are obese, 14% have diabetes, and one third live under poverty line, highest morbidly rate in the area = we have emerging markets in our own backyard
  • Could we increase their use of vegetables, where do they buy groceries
  • Keeping research within the community increases response rates and engagement – locals talk to locals, builds trust and credibility, fosters opennes and deeper insights
  • Creates a customer feedback loop, gives access to essential quality products and doorstep education [we need to build this into all the work we do, research for the greater good not just the greater buck]

Driving insights into ideas: creative leadership and the way of Elvis by Chris Barez-Brown, Upping your Elvis

  • Find a partner and tell them something you are deeply passionate about [live demo after a brief sing. Now give that person a big hug.Yeah, don’t do this if you have a short shirt on. :)]
  • “Who is Elvis” around here – who here is a brand, a maverick, breaks the rules [ha! Interesting concept!]
  • We all have a bit of Elvis in us and business need this Elvis 
  • Help to drive a culture change, to deliver more ideas and partner better to make change happen
  • You can’t think yourself to get ten out of ten, you need to take a creative leap
  • You need to be more confident, bring passion, bring more of yourself
  • Find the people who can impact colleagues on a day to day level
  • People will always try to make you be more professional, be more of what other people want you to be, socialize to norms, emulate the leaders, lose touch with your unique and specialness
  • Where do you have your best ideas [when i go for afternoon walks to take a break from work]
  • Best ideas come when we realize or when we have fun
  • People are good with the thinking part but less so the feeling part, people often do 80 percent thinking and twenty percent feeling for personal decisions but it’s more fifty fifty for business decisions
  • Do you do the same thing every single day? That’s not insightful, need to adjust as appropriate
  • [now instructed to make the best paper airplane you’ve ever made, people ripping out paper now}
  • Would you change your design the next time? [everyone says yes] We just make it real and do it everyday and thenwe apply   what we learned to the next time.

  • We spend much of our lives on auto-pilot, same route to work every day, same dish at the restaurant every time, same side of the bed every time, we are creatures of habit and auto-pilot kicks in, not attuned to the uniqueness of the situation
  • Need to learn how to wake up, need to have a clear intention for it

Co-creation : active participation predicts future needs by Alex Arrigo, MindSumo

  • Participation within TV shows is very different – family feud slogan is survey says and people try to predict answers of a random crowd, participates one way, it’s transactional, nothing matches among episodes, people give out nouns
  • Whose line it is anyways – contestants interact with each other, create experience real time, topics may return in later parts of the show, its songs and action as and dance
  • Hard to co-create with a mob, communities are good for a insights, but active creatives are even better
  • Active creators are hard to identify
  • Participation depends on the channel, the time, and need to be aware of this when you use it for predictive purposes
  • Worlds first fully automated restaurant “Eatsa” everything is done by robots and self service, people took a survey and got a free lunch there, focus group of food and preferences, vegan or gluten intolerant, got invited back numerous times and were talking about dining expectations and technology not just type of food you like
  • Needs are verbs
  • Participation is a spectrum, mobs or community or active creations
  • Co-creation looks tot he future – needs are verbs, projects needs through participation
  • You’re already two thirds complete – existing community and research is foundation, engage creators next, fin a project, understand what works

IFF showcase: 5 presentation summaries #IIeX #MRX 

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

The electric light did not come from the continuous improvement of candles by Stan Knoops

  • 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

Storytelling and forward looking orientation by Hans Lingeman (Winkle)

  • 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

Innovation by emotion by Steven Fokkinga, Emotion/Studio

  • 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

Storytelling and the power of data visualization by Mike Page, Blueocean Market intelligence 

  • 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 beyond storytelling by Carl Wong, LivingLens

  • 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?
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