It’s hard to beat a lizard laden, sun shiny, ocean retreat like the Biltmore Hotel in Miami, but add in the Travel and Tourism Research Association (TTRA) conference and you’ve got my attention.
I quite enjoyed a number of the talks. Michael Rodenburgh from IPSOS Canada spoke about behavioural data and offered some fascinating tidbits about where people go to and come from during the tourism and travel customer decision journey. Passive behavioural data collection is a fabulous data collection tool and if you’re careful about obtaining explicit consent, I’m a big fan of it.
I was fascinated by a talk that Thomas Roth and David Paisley from Community Marketing and Insights gave about research with people who are LGBTQ+. Terminology seems to be in a permanent state of evolution and I never know what the most current respectful terms are. Needless to say, Tom and Dave will now be my go-to experts.
TTRA holds a number of academic tracks throughout the conference. In these tracks, graduate students and professors share their academic work which means there is a heavy contingent of highly trained, highly specialized researchers at the event. For those of you who love statistics and the nitty gritty of research details, these tracks are definitely for you. I love them for two reasons. First, of course, you learn about the research itself. But second, and most importantly for me, they are a great way to refresh your statistical and methodology training. ANOVA results take front stage and we see betas, f-values, p-values, and all the supporting statistics. People comment on and strategize over minute details. These discussions make me rethink what I thought I already knew and update my opinions about how to use statistics. Love it.
I was delighted to speak on the main stage Thursday morning about AI, chatbots, and voice search (my slides are below). I shared results from a Sklar Wilton & Associates white paper showing that the general population is fairly knowledgeable about the state of AI. AI can now write newspaper articles about anything you ask of it, AI can create humour that people actually laugh at, in some sense AI can even read your mind, and Google’s millions of dollars have allowed them to create an AI voice that is practically indistinguishable from the human voice. Of course, AI isn’t perfect and Joy Buolamwini of M.I.T.’s Media Lab has conducted research showing how facial recognition technology has trouble recognizing dark faces.
Technology for the regular folk who don’t have millions of research dollars backing us up has progressed to such a point where it is useful for customer service reps, marketers, and market researchers. Customers regularly use AI to book flights and hotels whether through chatbots on Facebook or voice assistants, we can now use AI moderators from companies like Quester to conduct surveys with anyone who has a voice assistant, and chatbots from companies like Elsient to conduct text surveys.
As fabulous as AI is, people are still unmatched for their ethics, emotions, and genuine caring for other people. This is what market researchers bring to the research table. Sure, we bring tech. Tech speeds things up and helps reduce technical errors. But people bring research results to life.
Oh, and if you’re wondering about the diversity of speakers, put your hands up, they’re playing our song, 54% of speakers were women. Rock on, TTRA!
Thank you Kathy and Scott for putting on a fabulous conference. We’re off to Melbourne Australia next year!
Live blogged from Esomar in Dublin. Any errors or bad jokes are my own.
When democracy fails to deliver by Ijaz Shafi Gilani and Jean-Marc Leger
- what explains satisfaction and dissatisfaction with democracy
- democracy is the worst form of government except for all the others – Winston Churchill
- Failed as a norm? no
- Failed in specific cases? yes
- 75% of people believe democracy is the best
- 50% believe they are ruled by the will of the people
- 35% of upper income americans believe a good way to govern is to have the army rule
- Nat rep, 52 countries, n=50 000, 10 years apart survey
- countries who’ve practiced democracy the longest are most disillusioned
- correlates of disatisfaction include:
- macroeconomic factors – ecnomy, inequality, size of country
- demographic factors – gender, age, education
- identify factor – nationalism, patriotism, attitudes towards globalization
- Identify factors seemed to be most relevant for countries practicing democracy the longest
- political rights and civil liberties have taken a back seat, now its become flight of jobs and immigration
- linked to inability of govt to copy with “encroachment of globalization”, these people are most dissatisfied
- does democacy fail to deliver in a globalized world?
- democracy might need to reinvent itself
Ireland and same sex marriage by Eric Meerkamper and Aengus Carroll
- Bill Gates says he is struck by how important measurement is to the human condition
- we have a unique skillset and tools to measure
- we have relied too heavily on the same repsondent for too long – Dan Foreman
- Random Domain InterceptTechnology, based on making errors in the browser bar
- 51 countries, 51 000 respondents
- should same sex marriage be legal
- seems like a safe question but in many parts of the world, this is a death penalty for you and even your family, people need anonymity to answer this question
- across 8 other countries with marriage quality, only about 50% of population wanted it, so it is still risky
- about three quarters of of people disagree with marriage eqality in countries where sexual orientation can be a crime [naturally, you’ll be killed if you say otherwise!]
- yes campaign: what kind of country do you want to grow up in, it’s about human rights, inclusion
- no campaign wanted a civil partnership not marriage, that kids needs a mom and a dad
- 72% of young voters wanted same sex marriage which matched the campaign they used, focus on young people
- young people brought older people to come and vote
- marriage was not the issue, the issue was discrimination and exlusion
- this method allows safe measurement
Live blogging from the MRIA/CMA #CMACX customer experience conference in Toronto. Any errors or bad jokes are my own.
How To Create A Loyal Following Like Lady Gaga
Jackie Huba, Author, Speaker, Consultant
- Lady Gaga has only been around for 6 years but everyone knows her name
- 24 million album, 15 grammy nods, 5 grammy wins, 41 million twitter followers
- Gaga focuses on the one percent of fans who really care
- Her fans are of all ages
- If you are first in line for her concert, you get to meet Lady Gaga. People wait in line all week to be first.
- 1% can be really crazy people. It doesn’t mean they’re nutballs or crazy, they could be your best most die-hard fans. The weirdness is centered around love.
- Are there huge fans of Costco? Yes. Even though it’s just a discount warehouse. There are 1%ers everywhere.
- 1%ers can be virtual salespeople. What if you didn’t KNOW you have lots of 1%ers
- it is 5times cheaper to keep a customer than to get a new one. we spend so much time on getting customers.
- Troy Carter – it’s more important to have one million diehard customers than 54 million facebook likes
- Lead with values.
- Lady Gaga was initially popular in the LGBT crowd and she never forgot them. “Born this way” album and song were for them. People told her the song gave them strength to not end their lives. Gaga created a Born This Way foundation to promote bravery, acceptance, love to this community. She even let people hang out on the tour bus and there were counselors available if you needed them.
- Companies that lead with better do better financially
- “Method” brand of soap/cleanser. Brand started as a catalyst in a happy, healthy home revolution. Kicked off category of green cleaning and did well until the recession.
- Build community – 1%ers love to connect with other people like them. It feels weird to be weird so it’s good to connect with others like you.
- Gaga created a social network just for her fans. “Little Monsters” https://littlemonsters.com/ It translates 100 languages in real time. Gaga posts messages here just for her fans, her hair, her choreography, her weight. She interacts with them personally. NOT on facebook, NOT on twitter.
- MINI does this well. There are fan clubs around the country organized by 1%ers, not the company.
- “MINI takes the stakes” A ten day trek across new york. 300 minis might show up at events. 89 people drove the entire trek. This is what 1%ers do.
- Generate something to talk about. People can talk about things but eventually they run out of topics. Gaga has a perfume. This is a crowded field. She wanted something different – it looks black in the bottle, but it’s clear inside. She created a ten minute movie about the perfume.
- Was the fastest selling perfume after Chanel 5.
- She pushed to do something completely different.
- ALAMO drafthouse cinema always tries to stand out. provide an awesome experience for true movie fans – quote along, sing along shows. “We do not play ads. We do not allow small children. We do not allow unaccompanied minors. We do not allow late comers. If you keep talking or texting we will throw you out with no refund.” [YES!!!!!!!!!!!!!!] Remember their viral video?
- Peanut Labs Ask-Me-Anything with special guest Tom Ewing
- Peanut Labs Ask-Me-Anything with special guest Kristin Luck
- Behavioural Economics Can Finally Explain Human Behaviour
- The toughness of soft skills by Steven Tramposch, Heineken #CMACX #MRX
- Mix in a little India #CMACX #MRX
- How Mondelez captured the heart of Canadians during the Sochi Olympics #CMACX #MRX
- Mind, Mood, Music, and Marketing by A.K. Pradeep (Great talk!) #CMACX #MRX