Tag Archives: Lenny Murphy

Global Trends in Marketing Research with Murphy, Chadwick, and Poynter #MRIA14 #MRX

Live blogging from the #MRIA national conference in Saskatoon, Saskatchewan. Any errors or bad jokes are my own.saskatoon

Panel Discussion on Global Trends in Marketing Research
Moderator: Greg Rogers, Global Director of Consumer Market Knowledge, Proctor and Gamble


Panelists (via Web Conferencing):
Leonard Murphy, Chief Editor & Principal Consultant at GreenBook, Simon Chadwick, Managing Partner of Cambiar, Ray Poynter, Director of Vision Critical’s University

  • Lenny:  Change is indeed happening has evidenced by trend data; seeing decline in revenues from the largest companies which means those funds are going to other places likely non-traditional places.
  • Simon: The change is technologically enabled, fewer resources but budgets have remained the same, more social media, more predictive analytics, more synthesizing happening. Trackers are being transferred to fully automated systems.
  • [kind of hard to hear, sorry for missing portions]
  • Some tools get a lot of hype and some are gaining traction
  • Three chunks related to big data – been there, done that; what’s upcoming; what the hell is big data
  • Mobile is the future, two types – forced to rethink our traditional techniques because of the device being used to access surveys, responders made this decision not the researchers; type 2 is all the great things we can do with mobile like geo and in-the-moment research
  • Measuring emotion is becoming important, CMOs are really interested in big data but correlations of big data aren’t everything, customers need emotion and empathy and we need to measure this
  • Big data is good around the edges, the margins
  • There is so much data with so much value and we probably won’t be able to solve this for another five years
  • Privacy is becoming more of an issue particularly in Europe and Canada
  • A phone can scan a face, there is an app to scan the facial expression, BeyondVerbal seems to do this
  • Big data will soon be emotion data
  • Technology is precipitating change in the industry
  • Winners will be the big agencies that buy the innovative companies
  • Ray suggests that marketing and market research will merge and we will need to figure this out
  • Two types of innovative companies – challenging, disrupting companies and then peripheral companies that are new companies from the technology side
  • we’re good at analysis but it is different than synthesis, we need to synthesize the stories [oh my goodness, premonition for my pres later today!]
  • Find something to be really good at whether it’s ethnography or something else
  • Lenny: Are you a marketing researcher or are you in the business of helping people?  Use your curiosity to fix things and answer questions. We come across as number crunching accountants.
  • Lenny recommends exporting more poutine from Canada  🙂
  • 17 million people added to middle class every year, like adding France every year
  • Canadian researchers are up there with the best in the world, and large international presence
  • Vision Critical, Hotspex, RIWI innovative companies coming out of Canada
  • Canada is more influential globally than australia
  • Read more of Ray’s thoughts here: http://newmr.org/dialling-in-to-the-mria-conference-the-shape-of-things-to-come/

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Market Research 20/20: Levy, Murphy, Skillen, Sandler #MRIA #MRX

mria 2012Welcome to this series of live blogs from the MRIA Sample the Edge conference in St. John’s Newfoundland. All posts appear within minutes after the speaker has finished. Any errors, omissions, or silly side comments are my own.


  • Steve Levy
  • Top Priorities in 1991: New product development, brand equity, customer sat, marketing effectiveness, talent
  • Top priorities now: Market productivity (ROI), brands and branding, managing customers, growth innovations, attracting new talent
  • Different rank order, same issues, more ponderous words [yes, bigger words means it’s more important]
  • Lenny Murphy
  • How do we compete against globalization
  • Predictive analytics and big data are growing quickly, massive massive new data that we never had before
  • Now we have big data in behavioural data – CRM, social media data, loyal data [sure it’s new data but we always had big data]
  • The world is interconnected from data and we didn’t have this just a few years ago – we can use this for predictions
  • Recall the case where a teenager was sent marketing materials about pregnancy, which upset her dad because “my teenage daughter isn’t pregnant!” But she was. Her behavioural data predicted it – e.g., the types of lotions she bought.
  • In 2020, big data will be the defining technology factor of our lives and research will fit into this warehouse
  • data is meaningless unless you do something with it
  • Imagine if Target knew you bought shoes 2 years ago and they send you a text that said if you go buy shoes in the next 20 minutes, we’ll give you 20% off
  • Tim: Researchers consult, advise, partner – he never said “collect data”
  • Corrine Sandler
  • Imagine being able to connect unconscious emotion states nionverbal cues purely based on visuals
  • Adidas uses facial recognition software to scan your body to ascertain your age gender height and serve up product/promotion specific ads as you walk by their store
  • Mobile is your “alter ego”
  • Mobophobia – fear of being without your phone [I do NOT have that]
  • Imagine doing your shopping but NEVER going to a cashier. You just walk out. Every product has a tag which is associated with your tag and the payment is automatic when you walk out the door. [COOOOL!]
  • Immigrants know nothing about our brands – we should better understand them, we should quota sample for immigration groups
  • Social networking is going purely visual like pinterest, it is things you are passionate about, aspire to be

    Photo from Bernie Malinoff

    Photo from @BernieMalinoff

  • How do you convert a pin to a purchase – that will come in 8 years
  • Shane Skillen
  • We don’t treat respondents well – we call them at dinner, knock on their door, screen them out, give them really long surveys, and give them no incentives
  • The future of survey research is questionnable
  • How do you get a grunge rocker to answer a 25 minute U&A survey?
  • Kids today don’t even talk in full sentences – they talk in text speak
  • In 8 years, data will be voice and automatically collected as you go about your day
  • Will social media replace surveys? No. What you look for creates the answer.
  • Social media is an early warning system. When a big decision needs to be made, we need to use traditional survey methods.
  • Eric Kandell – memories are embedded at our cellular level.
  • We will be able to reverse engineer the human brain at some point
  • You can measure how people are feeling just by measuring their bodily fluids
  • 90% of the worlds data has been created in the last 2 years [i think 3 presenters have hit this stat, soak it in people]
  • 900 million people on facebook. where was it 8 years ago?
  • facebook is not going to go away unlike what corrine said
  • Watson, the computer, will soon be able to answer “How can I be happier”
  • Steve Levy could be on the cover of Time in 8 years time
  • The more you spend on research, the less likely it is to fail
  • Huge product mistakes – Coors, new coke, tropicana packaging due to poor research
  • Tassimo bar coder was the differentiator – it came from RESEARCH
  • What do you DO? Be inspirational. Market researchers shape where we are going.
  • Panel
  • Fad or trend? We need to get into people’s heads without huge expensive machines
  • Understand unpoken is not a fad. The process to get there will get sorted out. Can we analyze video pictures automatically? Not just yet.
  • Is anyone paying for SMM? Do we expect it for free? People are paying for the REAL services.  People don’t need to pay for it [oh I so disagree, quality costs money] Need an expert who knows how to pull out insights
  • SMM will be much better in 8 years
  • Sentiment can’t be done by machines [ouch again 🙂 ]. You must have context or its meaningless
  • Big data early warning signals is a fantastic use
  • Don’t base business models on data collection. Human element is what matters.
  • We don’t speak to “respondents” as if they are human. People don’t SPEAK like this. ten point scales? who does that? [Hello mother, please describe the nutritional supplements that you prepared for our family of two adults and any associated children in the last 24 hours.]
  • Story telling is massively important. People don’t always write what they think but their stories do.
  • [I couldn’t help it. I had to bud in with a comment and demonstrate that human coders have strong weaknesses just as automated coders do. Do YOU know what SMH, lekker, clutch mean? Do YOU know when I’m being sarcastic?]
  • If something is in the public domain, we have a right to use it
  • Are people buying multicultural research today?  Yes, it’s expensive and harder to obtain. Sample sizes are smaller.

Lenny Murphy: Riding the Change Wave #MRIA #MRX

mria 2012Welcome to this series of live blogs from the MRIA Sample the Edge conference in St. John’s Newfoundland. All posts appear within minutes after the speaker has finished. Any errors, omissions, or silly side comments are my own.


  • Forces of changed reached tipping point in 2008 – financial meltdown, explosion of social media, intro of smart phone
  • Evolutionary shift in our culture
  • Nowadays, kids can multi-task with multiple devices far better than we ever could, his kids want to move things on the TV simply by touching the TV screen
  • Studies show brain changes are occurring due to text messages, is autism a natural evolutionary response to sensory overload?
  • New competitors are emerging, tech and agencies are offering access to data that used to be the domain only of researchers
  • Data is a free or cheap commodity now
  • Biz intelligence can deliver predictive modeling more cheaper now, competitors we didn’t have to deal with previously
  • We used to simply explain what happened but now clients want foresight
  • What appears to be a gaming company may actually be a data collection company
  • Cheaper fast better – it’s no longer pick two. You must have three.
  • Google consumer surveys – Google has world’s largest panel at a fraction of the cost
  • More sociologists and anthropologists leading in our space [and so they should! that is what MR is all about]
  • 1.8 Zettabytes (18 million libraries of congress)- that is INSANE, this is the volume of data we are talking about from mobile devices; the bulk of this data is unstructured text data, not numerical data, this is why text analytics is so important
  • Market research used to be data ponds – methodological rigor, objective reporting, low touch, slow to adapt, process vs people, market focus
  • The transition of research is data rivers – methodologically curious, narratives, high touch, partnerships, technology, people vs process, regional
  • The future of research is data oceans – methodologically agnostic, narratives implications and outcomes, high touch, integrated with clients, leading tech, people driven, global focus
  • There is more experimentation in market research today than in our entire history – biometrics, neuromarketing, holographic interviewers [go star trek!]
  • Kantar says their growth is qual – must understand minds and hearts of consumers, a qual focus, focus groups won’t work for everything but communities and ethnography are important
    Image representing Google as depicted in Crunc...
  • There are more regional business models, not just brazil but latin america, not just canada but north america
  • What do clients want?  innovation, ROI, quality is table steaks, faster, cheaper, better
  • Nice big shout-out to Bernie Malinoff [darn right he’s awesome!]
  • What techniques will be used in the future? online communities, social media analytics, mobile surveys, text analytics, webcam based interviews are at the top of the list
  • Mobile is real time 24 access to the consumer, engage at point of experience and interaction, it is not asked for or structured but initiated by consumer, deliver more value to consumer with special offers and deals, interact from marketing and research simultaneously – brands expect this, if we don’t other companies WILL
  • The top growing methods have nothing to do with surveys but rather drivers of consumer behaviour
  • Crowdtap, gigwalk, hyve, wayin, into_now, mu sigma are growing competitors and they are NOT members of MRA, MRIA or any mr industry, not bound by our standards of ethics, they embrace joining marketing and marketing research, they embrace how clients want it delivered not how we want to deliver it
  • Ray Poynter thinks MR will become a job function not an industry, brands don’t lead with research, they lead with delivering value, no silos, no departments, good or bad that’s where we are
  • Forecast:
  • Surveys will get really smart e.g., one question surveys, game mechanics, real time trackers fed from CRM and social media
  • Qual will emerge as driving force – they are positioned to connect the dots, sociologists, ethnographers
  • Emotions – brain implants, social media
  • Google gobbles up data collection, and salesforce, facebook, microsoft, ibm adobe, yahoo, hp, synga will be there to
  • Other trends: Research redefined by new client demands; Going glocal; Big data = big bucks; Mobile; Brands put their money with their mouth is
  • “Strategic differentiation does not occur by delivering data, it occurs by redesigning thinking”
  • We must rethink client needs, process, people skills, and technology enablers
  • New vision – holistic model based on leveraging key values and strengths in new ways to lead the future – data synthesis, measurable ROI, innovation, leading edge tech, curious
  • New skills – futurist, journalist, strategist, analyst, consultant, anthropologist – we must better engage with academia
  • Researcher of future – storytellers, method agnostic, synthesizer, consultant
  • How do we bridge the innovation gap – embrace and fund innovation
  • For success – need insights, need consumer engagement, need experimentation and evolving models
  • [good job with tweeting while you spoke lenny! I love it!]

Riding the Change Wave: Lenny Murphy #Netgain6 #MRIA

netgain mriaWelcome to my #Netgain6 MRIA live blogs. What happens at St. Andrews Conference Centre, gets blogged for all to read about. Each posting is published immediately after the speaker finishes. Any inaccuracies are my own. Any silly comments in [ ] are my own. Enjoy!


Lenny Murphy, Editor-in-Chief of GreenBook Blog and CEO of BrandScan 360

  • Lenny says Canadians are the nicest, most gracious people. [yup, he’s right!]
  • Researchers must become consultants, shift how we define our purpose – consult, synthesize, tell a story, take a stand
  • Drivers of change
  •  New competitors are BI, Tech, DIY, SM – they provide data, a commodity, but they are not researchers
  • Client demands, ROI, integration of data, implications and outcomes,  HOW to sell more stuff
  • Consumers – engagement, socialization, fun, rewards, gaming companies are valued at billions of dollars and changing the face of our culture
  • Technology
  • Economics – cheaper, faster, better
  • Human capital – changing skill sets, other countries like India can fill skill gaps (end of drivers of change)
  • One third of world’s online population is online
  • 6 billion mobile cell subscription – how’s that for representativeness compared to simply online, but can’t do the same kind of research with a five minute survey
  • There are currently 60 mobile apps for surveys
  • 90% of data that exists today was created in the last 2 years
  • Current research model is a production model, data ponds, methodological rigor, objective reporting, low touch, slow to adapt, market focus
  • Transition model is data rivers, curiousity, narratives, high touch, partnerships, embracing technology, people not process, regional focus
  • Future model is data oceans, method agnostic,high touch, integration, leading tech, people-driven, glocal focus
  • Perceived threats – in-house research/DIY, social media isn’t real research, lack of skills to compete with new entrants, research is a low cost commodity [let’s not bash individual DIY companies, let’s bash poor quality research]
  • Opportunities – innovation will save us (flash will save us? no), mobile applications, neuromarketing, social media research, more data to analyze, customer centered solutions, new methodologies
  • Factors for selecting suppliers – listen and understand needs, good relationship, completes on time, familiar with needs – price is not the core driver, WE created the price driven decision
  • From questioning to discussing, from asking to observing, from rational to emotional, from siloed to converged, from quarterly trackers to MROCs
  • Emerging techniques used today – Online communities, social media analytics, eye tracking, mobile surveys, text analystics, webcam interviews,mobile qual, mobile ethnography and all expected to double in use next year
  • Clients are concerned less with methodology and more with how will this method allow me to address my issue and sell more stuff. Don’t sell “we have cati and mobile and web.” Sell “we have solve these problems these ways.”
  • Researchers need to be synthesizers not project managers, need to rewrite job description and reevaluate hiring criteria
  • Need biz knowledge, storytelling skills, consulting skills, ability to synthesize data [storytelling…. hm…. like, a novel…. ]
  • Emerging companies are already hiring in these areas and we need to do so as well, clients are already hiring for these as well
  • We want to hire psychologists, designers, moderators, developers, scientists, idea people not skills people. We need to let our current employees fulfill their potential. Your project manager just might be the most creative person there is.
  • Forecast for MR – phone surveys decline, surveys become shorter, targetted panels highly valued, listening flourishes, research becomes more mobile, more data insights consultants, Google/Amazon pushing into our space, multi-methods/roles/objectives merge as one industry to deliver insight
  • Differentiation does not occur by delivering data, it occurs be redesigning thinking [could not agree more – My company doesn’t sell data and processes, we sell smart thinking]
  • Which companies are most innovative? Brainjuicer first, then Ipsos, Vision Critical, Kantar, Nielsen, GfK, Synovate, itracks, 20/20 research, and Millward Brown – Top 10  (Research Now is #21, Conversition is #30)
  • Top companies sell the image, exude sense of innovation, branding is fab
  • Many other companies on the list aren’t traditional MR companies and they aren’t very big. They are more like agencies solving problems. These tiny companies are becoming top of mind.
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