Live note taking of the November 2016 Viz-Fest webinars. Any errors are my own.
Making a big difference with small changes by Simon Dunn, Highly recommend watching!
- Tight line spacing suggests an amateur design, use wider line spacing
- Change heavy dark text to less dark grey in keeping with the brand guidelines
- When using a quote, maybe use a photo or a signature image
- Use gradients in photos so the edges aren’t so stark
- Good ideas for respondent quotes – different lengths and sizes
- Maybe put quotes on individual slides, use cool large quote marks, transitioning between slides takes no more time and looks nice
- Often have many images you need to show, eg focus group images
- Think about google images, put identical size borders between every image so they line up exactly [oh, I do this!] Maybe try to include unusual image sizes like very tall rectangle
- Maybe put a large colour image behind the text to support what you’re talking about, put a colored square over the image so that it’s greyed out or blued out, or use gradients so it becomes white behind the words
- [FABULOUS ideas here. Recommend watching the video.]
- Could include a very simple chart over the image
- Remove visual clutter or horizontal lines, order by percent, highlight the item in colour and put the rest in gray to show a comparison, maybe put a small icon at the bottom of each bar, e.g., apple, orange, banana, but also show the word label to avoid confusion
- Put a giant percent number on a slide by itself with the essential words, or put very simple text in the middle of a donut chart, or create an image where 25% of oranges are coloured in orange, or use a picture of an orange where 25% is shared in orange and the rest in grey
- Traditional table with title on the top, table on one side, chart on the other side: remove all the table and chart junk, unnecessary colours, adjust scale to better fill the area, remove information that doesn’t add to the story, make table headers the same length and number of rows, consider colour shading, consider removing padding around tables
- Create a duplicate slide so you can refer to the old version and see what you liked and didn’t like, and what you may want to add back in
- Reduce and trim to the core message, stay with brand imagery and color, make sure imagery supports the story
Future Proofing and Automating Your Client Report Templates by Jon Hackenbroch, E-Tabs
- You can make a PPT slide look like a dashboard
- We are hovering between ppt offline reports and dashboard online reports
- Dashboard is better for 100 country tracker [oh gosh, I can’t imagine replicating that report 100 times!]
- Automating brings speed, accuracy, less stress, added value, can use interim data and build a project in advance, helps to remove the mundane aspects
- If one thing goes wrong, it can affect everything else from tabs to reporting and must fix in each step along the way. With automation, fix it at beginning and it’s fixed all the way through
- If people change projects along the way, automation remembers all the processes without them. It’s easy to replicate projects over the years.
- Very easy to standardize projects even among different teams, Very easy to test out new options and revert to previous without loss of time
- Make sure specs are clear – does top 5 brand mean top 6 if there are ties, or does it mean client brand plus top 4, or only brands with a minimum of at least X%
- Consideration variation among countries before hand – if some countries have 4 or 5 or 8 brands in a category, will you chart only 4 for every country so that formatting and colour always match
- What if one country only had the question added recently so it will need a bar chart instead of a line chart, need to prepare for this ahead of time
- Wording changes or spelling changes can affect automation to make sure it identifies things properly
- Test the template setup so that nice designs don’t have overlapping bars and words when they’re used with real data [this is why I like indexed data]
- Test if design looks different for a brand with 2 words vs 50 words on the screen
- Automation means you can check one report thoroughly and then spot check the rest
- Consider how a project will revolve over time, maybe need to add more brands or more countries or more answer options in future waves
- So much is lost with staff changes and automation helps with this [sigh, I’ve been in that role, it’s no fun trying to figure out how someone did something]
- Reports can be prepared in record time
- Check the data first not the formatting
- Don’t try to show as much as possible, figure out how to make things uncomplicated
- Don’t throw significance values over the place, focus on the essential values
- Retain access to your raw data! Don’t let it reside in another company or you could lose it forever.
DIY Creativity…. – Yes, You Can Do It! Increasing understanding by allowing for authenticity By Edward Appleton and Katharina Ladikas at Happy Thinking People, Highly recommend watching!
- Results become more vivid, come alive, keep stakeholders engaged, longer sessions don’t seem so long, memorable
- We deal with complex subject matters so we need understanding to be more accessible
- We do this by adding authenticity by changing the visual impact or making the results more tangible
- Our daily lives are bombarded with visually stunning images, perfect colours, sharp contrasts, stylish looks, polished, professional, anything less than stunning is boring and dusted
- But perfect doesn’t necessarily help us understand the content, perfect does not equal authentic, perfection creates a distance [Totally agree, glad they discovered the obvious because I certainly didn’t]
- How do we increase authenticity? DIY creativity refers to DIY scribbles and DIY handicraft! It’s fun, intuitive, fast, customized, only need a pen and paper, non-polished and non-professional on purpose!
- DIY is not just for ready made pictures and icons, it’s about creating them yourself
- When people hold a pen, it helps them remember and concentrate, let’s use these scribbles in a more meaningful way, a cute hand drawn cow can be much more memorable and appealing than a photo or professional illustration [I’ll have to tell my SO that I don’t need his computer animated robot for my People Aren’t Robots book. J ]
- Draw on paper, take a photo, screen cap it, crop it or color it, and use it anywhere [I AM SO GOING TO DO THIS!!!]
- Use it to simplify a complex chain of events – playful scribbles with keywords underneath
- Key sections of a presentation – draw pictures of shirt, dress, skirt, sweaters
- Guidance in a 3-hour presentation – pictures of each section, reference points throughout
- Orientation in a workshop – drew nametags for people, table stands to find the right places
- Make people feel welcome immediately – added little scribbles to each chair which made people smile and feel happy
- DIY Handicraft
- Customized, on the spot, and involving, imperfect on purpose
- Get art supplies, glue, fabric, pipe cleaners, felt, anything from a dollar store
- Product innovation – have people make their ideas more realistic, create different packaging
- New jewelry line – people brought new product line to life
- DIY creativity is more pleasant, more smiles than frowns, engage visually and emotionally, and it prompts things to happen. This is not about saving money or avoiding using the creative department. Clients lean forward and engage differently. Think of adult colouring books. Easier for clients to remember it, makes it emotional which is the beginning of action.
- [Lovely drawings of yourselves. Love your hair 🙂 ]
Immersion Techniques in Stakeholder Communications by Brett Bridges
- [sorry, my sound cut out for a while ]
- Created four social stations – Recreated a social setting, comfy chairs and coffee table
- Life-size infographics, six feet tall, to frame up what was important about a group, demos, business, stats on healthcare, grounding information for participants walking through exhibit
- Recreated a doctor’s office to immerse people in the topic, video of health care as a latino, audio testimonials to bring voice of consumer, booklet on the table to share competitive intelligence about what is working in the industry, interactive tablet with first person perspective game depicting a visit to the emergency room where trying to understand a complicated language in a second language is so difficult
- Third station was immersing in the values of the group using an immersion wall, like a hands on museum, contextual information and contextual objects, as seen in the in-home ethnographies, kids drawings, religious symbols, books, artwork to help audience understand the group, their identity which is important for messaging
- Station four was interactive insights platform – write a post-it note with aha comments, what they’d do differently now, put them up for other people to see and share in, online platform to understand more depth, video, images to engage people, get more after they left the station because it was a website, they can keep the website updated even after the initial event, no worries about version control
- Enabled a more authentic relationship with Latinos, for product development, portfolio planning, marketing, planning, dealing with language barrier, operations, call center staffing and training, insights, drive understanding and action
- Big investment but it can be done on a smaller scale, doesn’t have to be a big exhibit, uses pieces of it, each tool can be used separately to drive empathy
- Identify defining experiences, stories, objects to vividly recreate them through different mediums
Live note taking from Viz-Fest Day 1. Any errors are my own.
The future’s bright, The future’s branded by Lucy Davison, Keen as Mustard
- Know what you are and what you do, follow through in every aspect of your organization
- What are the three most valuable marketing activities? Branding and strategy, website, content marketing
- Biggest marketing problems: Awareness, don’t get on pitch lists, don’t know who we are or what we do
- Need to get your brand right first, relevant messaging and strategy
- MRX companies underinvest in marketing – More than half spend less than 5% of revenue on marketing. Average for a B2B company is 10%
- Things are stormy but far in horizon there is possibility,
- Big data is freely available, why do MR anymore? It’s faster, cheaper. Don’t need methods controlled by agencies. Now we have robots and algorithms doing our jobs.
- Other businesses are encroaching on our space – Google, amazon. [oh, it’s not ‘our’ space!]
- What can we learn from other B2B industries? Advertising – Saatchi & Saatchi reinvented themselves. M&CSAATCHI – Brutal, simplicity of thought. Cut back to only essential concept. BarleBogleHegary changed to BBH with a black sheep – it’s about being very different, going against the grain
- How do clients pick agencies? Obviously, good people they trust, clients follow good people. Good technology to support what they say they can do. Want a new perspective, always be growing, better intellectual capabilities, end benefits to their stakeholders, make it easy to buy.
- Look at logos of top 30 MR companies – all the logos look the same – blue acronyms.
- If you aren’t buying legacy, what are you buying?
- Most MR organizations are grey or blue, dull, boring. Even though we are dynamic and colorful.
- It’s what they say about themselves – world, global, intelligence, insights, research, provider, strategy, growth, customer, unpredictable, precision, analytics
- Must live and breathe the brand, it’s different, it lets you charge more
- It’s time to change – we have so much content and intellectual property, we need to charge for business solutions not processors, we need to stand up to apple and google and be branded like they are
- It’s how you behave with clients not just what you look like
- MR is like a giant IKEA warehouse of flat pack companies, no idea how they’re different
- Find your secret sauce – what is it that you have that is distinctive? Find your philosophy, make it meaningful, what culture do you have to deliver that
- WHY do you do what you do, tell your company story
- How branding helps agencies – pique client interest to get that first conversation, makes repeat business easier, methodology is far easier to copy than philosophy, more latitude on cost when proposals aren’t directly comparable, provides basis for staff recruitment, loyalty, and retention
- How does this help clients? They know what final product they will get. Makes the final product predictable and reproducible. Reduces the need for pitching. More likely to partner on new techniques. More obvious which agencies are a good cultural fit. Makes my life easier.
Out with the old: Internal branding and you by Virginia Monk, Network Research
- Move from being information providers to knowledge providers to providers of wisdom, a three or four-year journey, need to do this internally and externally
- Rebranding isn’t easy, must be all consuming, across all media, all interactions, staff, stakeholders, partners, clients; should impact everything you do not just cosmetic changes, must be sold to the business so they feel comfortable with it
- New visual identity need to align to new positioning, which signal change internally, and positioned the company appropriate externally
- Needed to work out SWOT, find their philosophy
- Competitors are technology providers, data providers, analytics providers not just other MR companies
- Old logo looked exactly like the generic logo Mustard had built, fifteen years ago it was cool and new but now clients and new employees didn’t know what the logo was
- Now the logo is a bright blue supported with orange for slight differentiation and a strapline, something to fit their identify around, tells customers who they are and what the benefit it
- Needed to change colours/branding on more than just the logo
- Asked a long-time client and a new client what they thought of the new logo with no prompting. They understood what was being said. Liked the three dots as a ‘watch this space’ more to follow
- Invested money so people connected emotionally with the branding and how it impacted them personally, had to work with all employees not just client facing employees
- Had a launch party for staff, not just a few drinks after work. Used an external location that related to the branding. Chose St. Paul’s in London. Strong, beautiful design, internal and external strength, and has a great view just like the strapline.
- Needed a sensory impact too. See, hear, taste, and smell the branding. Redecorated the office over the weekend, new paint, new decorations, new kitchen appliances and dishes, new furniture.
- Gave every employee branded gifts – cups, paper, water bottles, orange chocolate, oyster card holders, stress balls, new business cards and collateral
- Felt cheesy but it made a different. People love the oyster card holder, non-employees want them too
- Changed some job titles, changed email signatures, people were excited when this happened
- Circulated a brand book to everyone, new set of key works and terms for report and proposals, new iconography as well, lots of training on how to talk about it in this new way, training on new story-telling, operationalized the values for non-client facing staff – have an opinion on everything they do
- Use it in their appraisal forms and scorecards
- Branding is flexible and permits brand extension
- Must start with the business strategy, what are you and what do you want to be; staff engagement must come at the beginning; executing the brand is more important than the branding itself; more effective to have multiple strands to an internal rebranding strategy with constant repeats
- Recognize different learning styles, some people want a book, some want to be told, some want to play with it
- Bedding in the brand takes time and is a cumulative process
- Senior employees must live the brand and believe it, act it, not just lip service
- Business must be prepared to adapt for maximum impact – redecorating the office must have seemed excessive but it wasn’t
- Consider how it affects proposals early
- Create a handbook of terms and meaning for all staff
- Training never ends
Branding your insights by Mathew Sell and Daniel Tralman at Northstar
- Advertisers and public relations know how to sell themselves, hard for researchers to do the same
- Research has become too commoditized, need to make it more interesting, actionable, easier to access, it has a PR problem, we forget basic branding for ourselves
- Our research needs to stimulate creativity and inspire action, need to value individuality and creativity
- Insight doesn’t cut through the noise, so much is jostling for attention
- Insight Campaign Strategies – we need to practice what we preach, concepts not projects, interpretative visualization, disruption and dissonance
- Concepts not projects – we create concepts and clubs that people want to be a part of
- #20ExtraordinaryStories was the name of a new project, promoted storytelling not just research findings, gave it life, told clients that they were one of only 20 in the study
- Needed people to want to be part of the club, put the logo on every piece of content
- Font echoed a sports team, hashtag showed digital, color indicated luxury, club word was for unity and participation
- Created an online portal and membership packs, keep respondents engaged in the project and part of the community, required the skill of a journalist to give real time information
- Community allowed two-way communication, everyone had the same information at the same time, strengthened emotion engagement
- Interpretive visualization
- Design isn’t just logos and fonts, it’s symbolic representation not just design and not just direct, need to capture qualities of things
- Client wanted to center around a single word in multiple EU markets “good”
- Created a character around the word good, needed as few words as possible backed up with visuals
- Same with the word sustainability – use colors and images to support the word, even use those things as the font
- How light hearted does the style need to be to bring people along the journey, particularly when the image needs to be dark or negative
- Don’t worry about communicating directly with life like imaging, avatars indicate characters without specific details, removing facial expressions means you concentrate on other attributes of an image
- Disruption and dissonance
- Insight is easy to file, it’s linear with a start and finish
- Hand out booklets as people leave a presentation
- Use teaser campaigns to highlight studies, hand out popcorn, make posters and mugs, use physical assets along with digital [people love free stuff!]
- Performance is the next level of engagement
Let me begin by saying I love AAPOR. I go to many conferences around the world and so can make some fair comparisons regarding the content and style of presentations. While AAPOR presentations are not known for skill in the physical presentation, AAPOR is top notch for its focus on methods and science. There is no fluff here. Give me content over decoration any day. I always recommend AAPOR conferences to my scientifically minded research friends. That said…
Today i heard inferences that the difference between probability panels and nonprobability panels is quality. Are you kidding me? Since when does recruitment method translate into poor quality. Different isn’t bad. It’s different. I know first hand just how much work goes into building a quality panel. It ain’t easy to find and continually interest people in your (my) boring and tedious surveys. Fit for purpose is the issue here. Don’t use a data source for point estimates when it’s not suited for point estimates.
And stop asking for response rates with nonprobability panels. High rates are not good and low rates are not bad. High response rates mean every person with a low response rate has been kicked off the panel. It does NOT mean you’re getting better representativity. Instead, ask about their data quality techniques. That’s what truly matters.
I heard today that a new paradigm is coming and AAPOR ought to lead it. Well, sadly, if AAPOR members still think response rates with panels are meaningful, nonprobability panels are worthless, and they’re still doing email subject line tests, oh my you’re in for a treat when you discover what eye-tracking is. AAPOR leading? Not even close. You’re meandering at the very end of an intensely competitive horse race.
Dear AAPOR, please enter the 21st century. Market researchers have been doing online surveys for twenty years. We finished our online/offline parallel tests ten years ago. We finished subject line testing ten years ago too. We’ve been doing big data for 50 years. We’ve been using social media data for 10 years. I could go on but there’s no need.
Where have you been all these years? Arguing that probability panels are the only valid method? That’s not good enough. Let me know when you’re open to learning from someone outside your bubble. Until then, I’ll be at the front of the horse race.
The stars have aligned to delay the implementation of my 2015 plan. I’m sorry Python and Rstats, you just got put on the back burner.
- It shares both the theory of how marketing research should be conducted as well as how marketing research is <em>actually</em> conducted. Did you learn about box scores in college? I doubt it. Did you know about 300 page data tables in college? I doubt it.
- It is written by renowned statisticians (that would be Chuck and Ken) who practice in the real world of business. Where clients have unending demands, deadlines that passed a week ago, and research objectives that change on a daily basis.
- It reflects how how our industry works <em>today</em>. With online surveys, non-probability sampling, and punch cards. Wait. Nope. No punch cards.
Keep your eyes and ears peeled in the coming months as more information becomes available! In the meantime, come along for the ride on our Facebook page.
As a researcher, I do my best to be aware of whether the research I’m conducting has the potential to do harm. Whether it’s observational social media research or survey panel research, I try to identify and fix occasions where people might be offended by being a part of my work.
But how often do we think about the ethics of a study in terms of how much of someone’s time we ‘waste.’ Obviously, the researcher’s point of view will always be that time answering a survey was meaningfully and well spent.
But what about from the responder’s point of view? How often do you review your research in terms of more than just harm. Aren’t overly boring, overly long surveys disrespectful and harmful in their own way?
What about interventional research where unknowing participants ‘waste’ time that they would have spent doing something else if only they had known?
I came across a great example of this issue by a well known statistician, Andrew Gelman. Read this excerpt and then his full post linked below and decide for yourself whether the research you’re doing is bothersome and unethical.
P.S. Some might say that it is mean of me to send such a sarcastic email to two evidently serious researchers. If I had been asked to participate in the study, I would respond more discreetly, but the unsolicited nature of the project seemed to demand an equivalent response. I am indeed sensitive to the ethical difficulties of survey research, but this does not stop me from feeling that my helpful impulses toward inquiring students are being abused by this sort of study, which I think belongs in the trash heap of ill-advised research projects along with Frank Flynn’s notorious survey from a few years ago when he tried to get free meals out of NYC restaurants by falsely claiming food poisoning. What is it with Columbia Business School researchers?
Read the full article here via $63,000 worth of abusive research . . . or just a really stupid waste of time? – Statistical Modeling, Causal Inference, and Social Science Statistical Modeling, Causal Inference, and Social Science.
FYI The language in his post may be offensive
Immersive Ethnography and Other Unconventional Research on a Budget by Clinton Jenkin, Barna Group #CRC2014 #MRX
- Rethink your assets and rethink your costs. Different people are highly competent in different areas and you might not realize it.
- Don’t just think skills, think about what people are interested
- James Cameron really wanted to do an underwater dive of the titanic so he funded a dive for the movie – interest led to different result
- His soft costs were moderately low – people’s time is a set cost. How do you maximize this if you can’t add any new money
- most of us in market research fell into it from another place. He came from social psychology and realized he hated grading papers
- In MRX, when you get enough of the answer, you’re done. Where is the point of diminishing returns. How many completes can you get away with – can you spot where the difference will be incremental.
- Best practices are great but they are always necessary, good decisions aren’t improved by 5 more people – “Good enough is good enough” – Don’t use 600 if 400 will do, and don’t use 400 if 200 will do [ouch, my ears are burning]
- Find one place where you can splurge and make it better
- Decided to do an ethnography – what is the critical mass to have good insight. Started by sending a workbook to 12 families. Fill out a profile of each family member. Schedules for everyone. Thirty day journal Asked them to draw a map of their house. Went with pen and paper instead of online. Not cheaper, not faster, but far less complicated. Everything was in one place. Also sent a flip camera so they could see everyday life.
- They did use an outside recruiter so that the research would be blind.
- They posed a different question every day for 30 days. They learned it was good enough at 20 days.
- It will always be mom filling it out.
- Facebook access was not valuable, they didn’t have time to review the data
- Their outlook schedule was very valuable
- Had lots of follow up questions via 90 minute telephone interview as a result of all this data
- People agreed to a home visit for 7 days during the day – went on errands with them, watched tv with them, impromptu interviews during dinner, played ball with the kids. They asked a second time later on just to be sure. [wow!]
- Learned that moms feel stressed when they have to make a lot of decisions not just because they’re busy
- Learned about the importance of television – lots of physical contact between all the family members, it’s cuddle time for moms and dad
- Really felt they could talk on behalf of people as opposed to about people
- Incentives for workbook were $1000. $500 could have been enough.
- Home visits were $800.
- Project management was $250 per recruit.
- Splurged on the flip cameras but today you wouldn’t even have to do that. It was a tangible item that made responders feel good.
- Why do people hate marketing research surveys?
- The Oscars of Marketing Research: Peanut Labs’ Chief Research Officer wins ESOMAR’s Excellence Award for the Best Paper
- How do people know your research company isn’t a scam?
- 22 things we care about more than privacy
- Why do people like marketing research surveys?
Why Do I Still Come To Work?: What motivates long-time market researchers to stay, and what will motivate young ones to remain in the industry? by Andrey Evtenko, Nestlé, Switzerland, Jeremy Pace, Nestlé, Switzerland
- Also noticed that most people just fall into research. But why do they stay.
- [Maslows hierarchy is shown. again. but it’s missing the wifi and battery base. 🙂 ]
- Do market researchers seek self-actualization, the top of the pyramid? [Yes, I do]
- 16 drivers to motivate people to work in MRX via exploratory qual and surveys
- Self actualize – Intellectual challenge, opportunity to be a deep knowledge expert, leverage innate strengths, power of surprise, opportunity for creativity
- Self esteem – confidence, achievement, respect of others, need to be unique individual
- At large we are driven by universal motivations
- Intellectual challenge – We are compulsive puzzle solvers
- Power of surprise and discover – More salient with younger people [for me, it’s getting sql code to work and then BANG the result is not what you expected]
- Opportunity to be a deep expert – someone people can trust, can guide other people
- Leverages inner strengths – curiosity is in their nature, learning from other people
- How are we different from marketing? Marketing like launching, we like learning
- What about young researchers? More purposeful and intentional when they get into the industry. want intellectual challenge, but 30% are not committed to stay in MR
- How to self actualize – people want control over their lives, people want to get better at what they do, people want to be part of something bigger than they are – Autonomy, Mastery, Purpose – intrinsic motivators
- Strive for perfect even though you know you will never achieve. Never finish trying. People find this energizing
- Confections bring happiness to people’s lives, brings value to others [bring the value here!]
- Find your own inspiration. Intrinsic motivation is in here. [Totally agree. YOU are in control of your happiness and your career]
- How do you make other people smarter? Can you? No.
- AOL survived the worst merger in global history with Warner, But, Number 2 in video ad servicing, Number 2 in ad tech and programmatic ads
- it’s getting harder to bring in 1.8 billion dollars in revenue
- Prove my campaign is working for me, lunch was nice, your pitch was nice, but prove it
- Need people and technology to solve this problem
- Set up a team for RFPs and deliverables, but had to automate beyond people
- Sample size of 1 case studies can create sales, but they aren’t typical. why not use billions of records to show normative results
- dashboards not so great, unless the takeaway and story are the dashboard
- meta-tag me – super important, distill and simplify, we always lose knowledge in the endless loo that is the share drive. tag every study with method, result, sources, tools so that anyone can kind relevant information later on, even after you’ve forgotten about about it
- To democratize data, be neither slave nor master but liberator
- [Starts with a shoutout to her mom 🙂 ]
- “For everything else there’s mastercard” – 17 years old, 112 countries, 53 languages
- We need to enable priceless moments. Heard of a priceless city?
- How did research inspire? Have you lived in a city your whole live and never visited the tourist attractions?
- People identify themselves as being from a city, not a country
- By 2050, 2/3 of world population will live in a city
- Evolution of priceless cities – move from data gatherers to being insight drivers
- Created a world travel index – where do affluent travelers go?
- Want to understand cross border spending – concentrated in 20 global cities, generally among the affluent – spending 218 billion dollars, spend $1245 on an average trip [I’ve spent about $40 on macarons 🙂 ]
- Identify shopping passions, sporting events, restaurants and classified by race, city origin
- How do we create the next generation of priceless cities.
- Project to bring Brazilian customer to life – Meet and greet between consumers and executives, travelers want to learn about the hidden gems, things only locals know about
- Now relaunching priceless cities, one in Toronto. Offer mastercard users special offers and information of things to explore in a new city. Let’s merchants promote their brands abroad. Gives consumers a reason to use their mastercard.
- Works well on all devices – same experience on phone and on desktop [yup, i’m sick of getting less content via mobile phone]
- Peanut Labs Ask-Me-Anything with special guest Jim Bryson (web.peanutlabs.com)
- Tracking the Footprint of the Digital Consumer #ESOMAR #MRX
- Seeking Inspiration in Silence: Conducting research without asking questions
- Brain tricks and insights without interviews #ESOMAR #MRX
- How old do you feel and should brands care? #ESOMAR #MRX
- The Bakery Review: A Daily Blog of the Macarons of Nice, France
- The Gender Bias Rears its Face #ESOMAR #MRX
- The Talent Contest: Young Researcher of the Year Award Finals #ESOMAR #MRX
- Should you really screen out non-users? #ESOMAR #MRX
What is market research? Well, to put it simply, it’s surveys and focus groups and interviews and communities all pulling together to help us learn more about markets, marketing, and consumers.
It’s a field that’s taken a beating in the last few years as outsiders have brought innovative techniques to light. These new techniques have stolen share from market research and will continue to do so in the coming years.
Like it or not, big data, analytics, and data scientists have taken our jobs right out from under us.
But wait. What is market research again? It’s actually not surveys or focus groups. Market research is really the application of scientific methods to understand markets and consumers. It has nothing to do with specific techniques. It’s science. Just science. And big data is science. Data scientists use science. Indeed, market research by any other name is still science.
Is market research going to die? No. Is your job going to die? Maybe. Especially if you don’t keep up with the newest scientific methods. So go learn SAS and SQL and R. Go learn and your career in market research will never die. Your title might change but not your career.
–Written on the go
You need to get a $15 hair cut at Top Cuts but you want a $600 hair cut at Sally Hershbergers.
You need to a bus pass but you want a $2,400,000 Bugatti Veyron Super Sports .
I need to eat an apple but I want to eat an entire 9 by 13 pan of nanaimo bars.
In our daily lives, differentiating between needs and wants is annoying. It’s easier to let our bank accounts fall into the negatives and get everything we want. It’s not a smart decision but hey, who cares. Sadly, the same thing happens in market research.
You need a ten minute survey but you want a 30 minute survey.
You need to buy 700 completes but you want to buy 200 completes.
You need to do a couple of focus groups but you want to run a survey.
You need a survey design expert but you want to launch the survey today.
If you really put your mind to it, you can distinguish between needs and wants in nearly aspect of the research process. The problem is that we often focus on the wants – we want the easy route, the cheaper route, the familiar route. And that doesn’t give us the research results we really need. It gives us poor data quality, unreliable results, and weak predictive validity.
As you begin your next project, think carefully. Which parts do you really need and which parts do you simply want. Put aside speed and familiarity and focus on quality and relevance.