Tag Archives: Kristin Luck

My Three Picks for ESOMAR Council. Now go vote!

You’re good enough, you’re smart enough, and doggone it, people like you. So vote!

Voting is now open for the 2017-2018 ESOMAR council. I suspect that everyone who has already voted knew exactly who they wanted to vote for and why. For the rest though, perhaps you’re not sure about who to vote for and are still puzzling through the long list of qualified candidates. With that in mind, I thought I would share my picks.

In no particular order….

Kristin Luck

Kristin LuckI’ve known Kristin Luck for a few years now. She is a long time promoter of the market research industry and always works to share her knowledge with others.  As the founder of Women In Research (WIRe), she has been a tireless promoter of diversity within our industry. If you read her personal statement, you will find it is very much subdued regarding her accomplishments. Don’t let that fool you. She has done so much for our industry and I know she will do everything she can to move our industry forward and keep us relevant.

Twitter: https://twitter.com/kristinluck
Linkedin: https://www.linkedin.com/in/kristinluck


Luisa Mercedes Ravelo Contreras

Luisa Mercedes Ravelo ContrerasI met Luisa several years ago when I spoke at a Best Of ESOMAR event in Venezuela. I have never felt as welcomed to a foreign country as she made me feel. She made sure everything was absolutely perfect for me. She cared. In addition to running her own marketing research company, she also teaches at a university and she cares just as much for every one of her students as she cared (cares) for me. Luisa is in a unique position in Venezuela in that she understands the history and the future of our industry. Face-to-face and door-to-door research is still extremely alive (and very dangerous) in her region and she will ensure that ESOMAR continues to reflect the needs of all of our researchers, both in advantaged countries and those still trying to pull forward.

Twitter: https://twitter.com/hicha
Linkedin: https://ve.linkedin.com/in/requestca


Christophe Ovaere

Christophe OvaereSince the launch of the New Research Speakers Club early this year, Chris has been a firm supporter offering both encouragement and meeting space for the group. (THANK YOU!)  It’s clear to me that he values the knowledge and experience of the quieter folks among us and wants to help them share their voices at upcoming conferences.  In addition, Chris has a solid plan of what he wants to accomplish as part of the ESOMAR team, and that includes bringing the fringe businesses into the fold. Since those fringe businesses, whether neuroscience, data science, or anything else not directly questionnaire and discussion guide focused, will be the future of our industry, ESOMAR needs someone who can talk and walk in that area.

Twitter: https://twitter.com/c_ovaere
Linkedin: https://uk.linkedin.com/in/christophe-ovaere-170a4413


So now, if you haven’t already voted, think about what you want for the future of market research, read through the profiles, and place your vote. Choose wisely!

Storytelling: From Insights to Impact by Kristin Luck#MRIA15 #MRX

MRIA15,MRIA2015Live blogged from the 2015 MRIA National Conference in Toronto. Any errors or bad jokes are my own.

Keynote – Storytelling: From Insights to Impact
Kristin Luck

  • Two truths and a lie – Did she eat a one pound block of cheese for $20? Lie!
  • Her family surrounded her when she was diagnosed with breast cancer (and her husband left her in the same week). She found her brother furious at her after her surgery. Apparently, he’d just found out she ruined an album of his years ago when they were kids. 🙂
  • 220px-Kristin_Luck.jpg (220×146)These very personal stories help the audience to establish a connection with her.
  • Selling research is the most painful thing you can do when you are a shy introvert, especially if your first meeting is with P&G.
  • Never ask a yes/no question because it doesn’t allow the conversation to keep going.
    • I heard you went on vacation last week – yes
    • Did you do anything fun – yes
    • What did you do – i went to guitar camp (she knows nothing about guitars)
    • She recalled an episode of the simpsons and suddenly had a great connection with the person

  • Nicknaming makes people more memorable [what’s your nickname for me?]
  • Tell a story that’s memorable
  • You’ve read research on alcoholism. You also know that James Bond drinks a lot. Is there a reason that James Bond likes his martini’s shaken not stirred.
  • Researchers did a CAGE analysis – if you answer yes to at least 2 items, your drinking pattern needs to be reviewed. – James Bond could probably only shake his drink because he was too inhibited to stir it.
    • Cut down on your drinking
    • Do people Annoy you by criticizing your drinking
    • Have you ever felt Guilty about your drinking
    • Have you ever needed an Eye opener drink in the morning
  • The James Bond story is so intriguing you likely won’t forget it
  • It can be hard to find meaning in what you’re doing everyday, it might seem really boring. Testing ten soup cans or 40 movie trailers, there’s just not a lot of meaning there. The same with business strategy.
  • When she joined Decipher, the company was all about WHAT they did. They needed to work towards an aspirational business strategy. Changed the tagline from Survey Reporting to Illuminating Opportunity, and told that story at every chance they got. Increased brand awareness 60% every year, increased social media reach 40%, email open rates 10% higher than industry averages.
  • Don’t discount storytelling for your own business strategy.
  • You need the hook and the link. The hook draws people in, she likes to use personal stories. The link is what connects the story to the purpose, holds the story together – present research results in a unique as in using the James Bond story.
  • Words are how we think, Stories are how we link.
  • 92% of consumers want brands to makes ads feel like a story. Brain processes images 60% faster than words – images are both pictures and stories that you turn into an image in your mind.
  • People only make fundamental changes to their behaviour when they think they are dying. Don’t apply this to marketing research. Don’t let MR die.  Get out of your traditional thinking and simplify your research process.
  • It’s harder to simplify than to make things more complicated. People don’t need fancy stuff – they needs stuff that lasts and works well.
  • Data visualization is way of distilling information down into easy to digest pieces. It’s easier than it looks. There is a lot of technology that enables it.
  • Tableau, Dapressy, Prezi, Infotools – all help with visualization
  • Look at alternative forms of reporting data – many people are already on the hot track to do this so don’t get left behind
  • “But i’m no creative” (said in a whiny voice) – Being an economist could be the most boring job. But freakonomics was written by an economist.

  • Legalized abortion decreased crime rates. The story about boring economics is not boring.
  • Great stories happen to those who tell them. Great things will happen to you if you tell great stories.

Chat with Leaders of Technology and Innovation in Market Research #CASRO #MRX

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

Fireside Chat with Leaders of Technology & Innovation in Market Research

Moderated by Kristin Luck, Decipher

Pat Graham

Niels Schillewaert

Ben Smithee

Mary Sobiechowski

Kristin Luck
  • [comments below come from individual speakers but I’ve not specified who said what]
  • possible to be innovative in emerging countries but not necessarily in first world countries
  • it’s easier for larger companies to roll out innovation
  • does size matter? does being smaller help?
  • innovation is a moving target. everyone thinks their company is innovative.
  • everyone is probably doing innovative things, everyone is doing things to push a client’s business forward, it doesn’t have to be a new product, it can be a new thought
  • Embedded image permalinkwe don’t push ourselves far enough, we’re more test and see than simply push the boundaries
  • you won’t be fired for hiring a big company but you could be for hiring a small company
  • smaller agencies don’t have to justify themselves to anyone, anything, or speed. they can just do it without legacy
  • there’s no danger in not doing something new, more likely to get fired for trying something new that doesn’t work
  • do we need to be more accepting of trying new things and failing
  • most clients don’t really want to try something new, they need to be pushed into a non question/answer format
  • we should be led by “What will consumers trust us to do? will consumers think we are innovative and doing something cool?  Our clients are really consumers, regular people
  • we need for people to WANT to participate in research
  • why isn’t research a positive touch point for the consumer
  • research should be serious, challenging, and playful
  • Guy at Lowes replaced his tracker with google surveys and saved 80% of his budget for experimentation. he risked and won.
  • success is going from failure to failure without giving up – Churchhill
  • next generation of researchers is agile and ready to risk and fail – unlike YOU
  • View from Ben on the stage

    if you are not being extremely experimental right now, you’re in big trouble; if your school is building a library, you are in big trouble

  • must use tech to help the clients we claim to love
  • let people SHOW you what they do and need in a multimedia way, you will get a different answer from your ask and answer method
  • instagram is free qual research – images of your brand, what’s around your brand, where and when your brand is used
  • full service should innovate methods and collaborate with tech companies, they don’t need to build in house because they won’t do both well
  • MR is about understand people, behaviour, relationships; technology is a feature not a benefit
  • MR creates relationships and helps brands do something with that
  • research is becoming a smaller part of the P&M, this is our own fault, we are our own worst enemy, research should be at the center of the organization, it should be the backbone of what does and doesn’t get done, we need to give clients the data they need so that we are absolutely essential
  • if a big company implements a new technology and it is old in two years, it’s too prohibitive for them to turn back and try something new again
  • Me taking pics of the fireside chat

    data should not be 100% or you lose your credibility

  • do positive disruption – ask client four questions and see if they really did know the answers to them. need to show clients what they don’t know
  • [is it really disruptive technology? or rather, why aren’t you keeping up with the times?]
  • give young people the space to develop, it’s not necessarily age but surround yourself with Gen Y, give them the space to learn and build things, so that you can learn from them – reverse mentoring
  • hire based on culture – can you have fun with them, is there innate passionate curiosity
  • GFK or Kantar won’t put a small company out of business, it will be another small company that takes their space
  • many people are still happy to keep doing what they’ve always been doing, it’s easier, predictable. you can’t just get rid of anyone over thirty. you need to educate them and show them the world is a different place. the world is more than excel and powerpoint.
  •  advice to move business ahead:
  • don’t think about mobile as a channel or physical object, it is a physical location, it’s about the person and getting not just the person but the interaction, know how to use devices called mobile, know how to use the sensors on the devices to be closer to the brand experience
  • bring more consumer context, richness into surveys, make surveys linear and nonmodular, let the crowd interpret things, upload pictures, make survey asynchronous; we use numbers and text but where are all the visuals, use them to stimulate people to think differently, make people think differently by using pictures – both for presenting results and in the research process
  • do something that your gut and your heart tells you is right but your mind is completely scared of
  • make people happy at their jobs, super-engaged by giving them new things to do, educate everyone, let them learn new apps, collaborate, share information
  • we need to automate the data manipulation and spend our time on the data insights and then here’s what to DO with the insights – big companies should be better at this than anyone

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Seems we’re fearful of establishing global benchmarks for mobile research #MRMW #MRX

Welcome to this series of live blogs from the Market Research in the Mobile World Conference in Cincinnati. With so many sessions, I’m only blogging about a few sessions each day. All posts appear within minutes after the speaker has finished. Any errors, omissions, or silly side comments are my own.  I’ll also be providing end of day summary blog posts for Esomar so keep your eyes peeled for those as well.


Establishing A Global Benchmark for Mobile Research

Tom Van Aman, Nick Nyhan, Ande Lees, Seamus McAteer, Guy Rolfe, Kristin Luck, Jeff Sellinger

  • Can we even establish benchmarks? Yes, there are already some best practices. Question types, survey design. Don’t go into mobile space unless you’re willing to make sacrifices [hmm… i don’t think its about sacrifices. it’s about doing it properly.]
  • Let’s get together to build a meter that apple will accept #CHALLENGERAISED
  • Innovation often demands that you put aside standardization
  • Standards are always relevent. Can you ignore 6 billion people on mobile while you’re considering standards? You can’t please everyone.
  • Today’s experience will be very different from one and two years from now. How do you benchmark that?
  • The ideal state is to let people do research that doesn’t feel like research
  • “We are the world’s largest focus group” first AOL, then Yahoo, now Facebook. Who’s next…
  • “For every insight you have, you double the number of confused people.”
  • The old stuff is the foundation and puts the new stuff in context [i love the technical words]
  • If you tie yourself to a benchmark, you can miss the unpredicted outcomes
  • [sounds to me like benchmarks aren’t possible but i KNOW they are. we must benchmark quality and validity and minimum requirements]
  • Mobile is the Glue Media. It is the only media you carry with you as you consume every other piece of media [oooh wait for the google glasses!]
  • Biggest barrier is questionnaire design. We’re far away from this. Lots of reluctance to revise questionnaires.
  • [I AM comfortable saying this is the way you must do it. That’s where the basic data quality rules come into play. e.g, NO 2 hour surveys. NO 50 item grids. I have no problem with that.]
  • [Just a thought, if we write a survey intended to be answered on a laptop, then we ought not to let it be viewed on a small device]
  • More data is not better data. “Something will pop”

Digital Matrimonies that Transform the Face of Research by Kristin Luck #Eso3D #MRX

This is a live blog posting from the Esomar 3D conference in Miami. Written, summarized, and posted just minutes after the speaker has finished. Any inaccuracies are my own. Any humorous side-notes are mine as well.

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Digital matrimony: marriages that are transforming the face of research
Do you, the Internet, take social media and mobile, to converge into one platform?
Kristin Luck, Decipher, USA

  • How do we use technology for good instead of for cool
  • 35% of americans use smartphones which seems low given everyone in this room is using one [get outside your comfort zone and see reality]
  • It doesn’t matter what we want. It matters how people want to participate in research.
  • Online research needs a spouse – or several. Spouses are SM, mobile, and tablets
  • Reconnecting with the consumer in their own digital backyard [want to see pictures of my garden?]
  • What are the patterns of influencers, not just the power of influencers?
  • The data that Google/facebook is far more valuable than what you get from them – free uploads, sharing, comments, websites
  • Kristin just showed a tweet of mine “Dear google, when you suggest i go to google.ca, you’re just reminding me that you’re invading my privacy.”  She didn’t ask my permission to use this tweet. [Ah, Kristin, you’re my bud 🙂 ]
  • How many apps will one panelist download? [Hm… if every panel company has an app and every panelist is on ten panels… don’t kid yourself]
  • The blending debate – should mobile data be looked at differently than online data?
  • Mobile survey takers are – slower, give shorter answers, no differences in satisfaction ratings.
  • Privacy concerns – does the data include more than what the panelists know about
  • Shout out for David Stark at Gfk [my bud too 🙂 ]
  • Tablets are a laptop/mobile device and dependent on how people use the devices.
  • Qualiquant word mentioned again. [love it!]
  • How do we marry all these devices/platforms? Cross platform panel recruitment.
  • Survey or polling widgets can go anywhere and be shared
  • Minimize all non-essential content – progress bars, logos. [hear that? drop the logos!]
  • Minimize distractions – keep questions simple
  • Most competitors are not run by researchers. Watch them for innovations.
  • Stay focused on the user experience. “Innovation and NewTools in MR” Check out this group on linkedin
  • Amateurs built the arc but professionals built the titanic

Skillen: Respondents Headed for Extinction #MRIA

Welcome to the virtual MRIA 2011 annual conference! This post reflects my personal musings and interpretations of this presentation. It was written during the presentation and posted minutes afterward. Any inaccuracies and silliness are my own.

“The survey respondent – headed for extinction?”
With Janine Keogh (Kraft Canada), Kristin Luck (Decipher), Norman Baillie-David (TNS Canadian Facts), and Rasheeda Qureshi (Research Now). Moderated by Shane Skillen (Hotspex).

  • Panelists are water in a bathtub but they are going down the drain. How do we plug the drain? How do we not dirty the water?
  • 0.25% of survey responders do 32% of all surveys, 5% are doing 50% of all surveys. (Sigh, this again.)
  • Is this tiny group engaged? Is it quality data? All that matters is quality. (Bang on)
  • How do we stop people from disengaging? It’s not the number of respondents, it’s the quality. Decrease length and perhaps increase frequency. Don’t cram everything into one survey.
  • Length is not the only issue. Respondents generally want to assist but we are cramming respondents into our format. We never give them feedback. We never tell them how the info is used. They have no  idea how important their information is?
  • An actual responder is here –> How does she educate her friends about participating? She’s told to tell her friends to join. (I think that’s insufficient) What do her friends get out of it? She gets to think about something else other than work or chores.
  • We need to adapt incentives to respondent desires and it depends on the project.
  • Norman thinks we need to find more responders. (Nope, I think we need to do a better job on surveys.)
  • Some surveys are darn right painful. Who is responsible for this? Clients? Providers? Shared? (Seems to me providers aren’t given the chance to influence.)
  • “We’ve been doing this survey for 20 years, we can’t change it.” (I don’t buy this.)
  • If you turn down a bad survey, someone else will do it anyways. (No reason that you can’t put your foot down. Take a stand for quality.)
  • Ten years ago, telephone was it. Online was sexy. Now RR declined and we created that problem, it’s our fault. We need to reinvest in the raw material.
  • We can focus on getting more people in but we really need to focus on the experience or they’ll just leave.
  • Consumers want to talk and engage and when they enjoy the experience, they do it again. Why not try to be more social, make it two way. Think about focus groups and research communities. Take what’s great from them and integrate them into survey research.
  • Technology has done the industry a disservice. There is less direct connection now. Phone, face to face, respondents are no longer real people. They are respondent id. Technology needs to be about improving the experience.
  • Younger respondents are hugely important and their RR is terrible. The only reason we do research is to grow our business
  • Here is what we should all do right NOW.
  • Researchers should be in the schools, speak to classrooms, about research. You can do this NOW!
  • Researchers should share results from the surveys. (Yeah baby!)
  • Answer your own surveys – people don’t because they know it’s long and tedious. Then why ask your respondent to do it? Boring is boring no matter how much the incentive is. You still want to blow your brains out. 🙂 Take a video of the torture session. Take the torturous survey yourself.
  • Incentivize for good survey design (Great idea)
  • Uptake of innovative survey tools has been miserable because of worry about survey trends. Please please please consider it for panelists who are hating grids. Panels are at stake. They are free to use so do so.
  • What about survey experience surveys? That 4 question survey at the end. Why not share it with the client? Show them how their surveys compare.
  • Thank you screens are pathetic. Tell people why their participation matters.
  • Don’t legislate survey length. Create a great survey and make it the right length.

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