Tag Archives: market research

Voxpopme 7: How will automation impact the industry, and you personally, over the next twelve months?

Along with a group of market resevoxpopme logoarchers from around the world, I was asked to participate in Voxpopme Perspectives – an initiative wherein insights industry experts share ideas about a variety of topics via video. You can read more about it here or watch the videos here. Viewers can then reach out over Twitter or upload their own video response. I’m more of a writer so you’ll catch me blogging rather than vlogging. 🙂

Episode 7: How will automation impact the industry, and you personally, over the next twelve months?

I’m not concerned with the next 12 months whatsoever. If we aren’t planning for the next five and ten years, we’re going to be in a lot of trouble. With that in mind, I’d like to consider how automation and artificial intelligence will impact me over that time frame.

The reality is that my job will change a lot. No longer will I receive a dataset, clean out poor quality data, run statistics, write a report, and prepare a presentation. Every aspect of that will be handled automatically and with artificial intelligence. I will receive a report at my desk that is perfectly written, with the perfect charts, and perfectly aligned to my clients’ needs.

So why will I still be there? I’ll be the person who points out the illogical outcomes of the data. How errors enter during the data collection process via human cognitive biases. I’ll be the person who interprets the data in an odd way that wasn’t predicted by the data but is still a plausible outcome. I’ll help clients read between the lines and use the results wisely rather than by the book – or rather, by the AI.

So how will automation and artificial intelligence impact our industry? If your business sells repetitive tasks, from survey programming to data cleaning to statistics to chart preparation and report writing, you’d better have a long term plan. Figure out your unique method of selling WISE applications. Not just data, but wiser data and wiser charts and wiser reports. There are already hundreds of companies innovating in these areas right now and they are waiting to find their customers. I expect you don’t want to hand over your customers to them.

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Annie’s Big Giant List of Market Research Blogs

I was fussing around with my RSS reader today, cleaning out the blogs that haven’t posted in a year or that never really caught my interest. I realized that the end result might be of interest to folks who are wondering whether there are any good marketing research, data, statistics, charts, neuroscience, etc blogs out there. The answer is yes! Enjoy!

AMSRO
Association for Survey Computing
BAQMaR
Blog – Experts in Qualitative Research
Data Science 101
Abbott Research
Accelerant Research
Acuity Eyetracking Blog
The Ad Contrarian
Statistical Modeling, Causal Inference, and Social Science
Big Think
Blackbeard Blog
Affectiva Blog
Elevate
Voices of CMB: The Chadwick Martin Bailey Research Blog
The Visual Linguist
Exponential Blog
GfK Insights Blog
Joel Rubinson on Marketing Research
L&E Blog
Lightspeed Blog
Luminoso Blog
Market Research Blog
Medallia
MRII | Marketing Research Institute International
MSW Research Blog
Pureprofile Blog
qSample Blog
SurveyAnalytics Blog
CSC Blogs
Neuroskeptic
Forrester Blogs
Qualitative Research Cafe
BPS Research Digest
BrandSavant
BRIAN F. SINGH
Brian Juicer Blog
Business Over Broadway
Canadian Viewpoint
Chandoo.org – Learn Excel & Charting Online
Chart Porn
Chief Customer Officer 2.0
CIBRA
CivicScience
Cogs & Marvel
Curiously Persistent
Quirk
Dariusz Galasinski
Data ColadaData Colada
Doyleresearch
EMC
Eye Faster
FiveThirtyEightFiveThirtyEight | Politics
FlowingData
frankonlinemarketing.com
GRBN.org
Greenlight Insights
IAB Canada
I Love Charts
InsideBigData.com
Insightrix
InterQ Research
Junk Charts
Numbers Rule Your World
Qualitative Research
KL Communications, Inc.
Koert Bakker
Learn and Teach Statistics and Operations Research
The LoveStats Blog
LRW Blog – Turning Insight into Impact
Marketing Research Association
mathbabe
Math with Bad Drawings
MSRA
My Research Rants
NewMR
Not awful and boring examples for teaching statistics and research methods
Psychological Statistics
QualBlog
Question Science
Sampling and choosing cases in qualitative research: a realist approach
Research and Reflect
Research Design Review
RW Connect
SayWhat Consumer Research
MarketingSherpa Blog
SmartData Collective – The World’s Best Thinkers on Data
Sociological Methods & Research recent issues
Snarketing 2.0
StandPoint Group
StrategyOnline
Survata Blog
deniseleeyohn
Researchscape Posts
SteveMossop
DataScienceCtrl
MustardResearch
The Advertising Research Foundation
Qualitative Research
Sociological Images
This is Statistics
YouGov US Opinion Center News
Tom Fishburne: Marketoonist
Touchstone Research Blog
Latest blog entries
Kantar.com News Feed
UsabilityGeek
WhatUsersDo Blog
Latest Research from ABI Research
AdWeek: AdFreak
Adweek : Advertising Branding
Aware
The Market Research Blog from B2B International
Blog – Behavioraleconomics.com | The BE Hub
Big Data Made Simple
Branding Strategy Insider
Brand Quarterly
Brian Solis
B2B Research
Corona Insights
Crimson Hexagon
Data Science Association blogs
Featured Posts – DataViz
DC’s Improbable Science
Dialsmith
DigitalMR m
driveresearch
E3S European Sensory Science Society
ESOMAR – News
E-Tabs
Everyday Sociology Blog
Putting people first
Statistical Thinking
All Gallup Headlines
G&R: Advertising Research & Consulting
HCD Research
iModerate
Information Marketing Association
In-Mind
Insights Association
UX Daily – User Experience Daily
Interactive Video Productions
Ipsos Knowledge and Ideas
itracks
MarketingProfs: Research
FreshMR
Martec
mbblog
MRS What’s New
Multivariate Solutions
Naftali Harris: Statistician, Hacker, and Climber
NatCen Social Research
Neuromarketing
Paul Long’s Market Research Blog
Paul Olyslager
Pew Research Center » Topics » Social Media
Pew Research Center
Predictive Analytics Times
PRS IN VIVO
PsyPost
Q Research Solutions
Forum: Qualitative Social Research
Qualtrics Blog
Quester
Research – Government affairs
Research – Latest news
Market Research Training from Research Rockstar
Research Through Gaming
RetailCustomerExperience.com News
Influential Marketing
Ruby Cha Cha
Sensory
Sentient Decision Science
Sklar Wilton
Social Media Research Foundation
StatsLife – Significance magazine
SurveyGizmo – Online Surveys, Polls, & Landing Pages
The Analysis Factor
The insights guy.
Thinknowresearch
ThreeHundredEight.com
TRUSTe Blog
Versta Research Blog
Blog Posts
Vocal Laboratories Inc. blogs
Vox – Science of Everyday Life
Polling: Political Polls & Surveys – The Washington Post
Wooldridge Associates
YouGov
Adoreboard
Converseon
Datafloq Read Blog Posts
Customer Experience Matters®
Grumpollie
iMotions
indico
Insights about Insights
The Lipstick Economy
Latema’s Blog
Maru/Matchbox
massincpolling
MFour
NACDA
New Research Speakers Club
QualPage
Random Domain Intercept Technology | RIWI
RTi Research
ruthlessresearch
RW Connect
Sweet Insight Blog
Branding Strategy Insider
closertobrands
Customerimpactinfo
Illume blog
The IMPACT Blog
Kelton Global
Lexalytics
MeaningCloud
People For Research
Sprinklr
Synthesio

Voxpopme 6: How does market research maintain trust when fake news is perceived to be rife?

Along with a group of market resevoxpopme logoarchers from around the world, I was asked to participate in Voxpopme Perspectives – an initiative wherein insights industry experts share ideas about a variety of topics via video. You can read more about it here or watch the videos here. Viewers can then reach out over Twitter or upload their own video response. I’m more of a writer so you’ll catch me blogging rather than vlogging. 🙂

Episode 6: How does market research maintain trust and authority in modern times where fake news and misinformation are perceived to be rife?

There are a few things we can do.

First, despite how expertise is being discredited more and more these days, let’s be more open and transparent about our credentials. More than simply degrees and experience, let’s talk about our membership in recognized industry associations such as Insights Association, MRIA, MRS, AMSRS, and Esomar, as well as ISO certifications. Let’s do more than simply mention we’re members, and instead start our conversations with that fact. Let’s describe what it means to be a member in good standing in terms of the code of standards and ethics we abide by. Let’s put those logos on the first page of our reports, and even include with them some of the ethics and standards statements that are most relevant to the specific project. Let’s use these as reminders for our clients that we always act in their best interest, and in the best interest of the research project, even if the results don’t work out the way we had hoped.

Second, let’s be more transparent with clients. Let’s tell clients about all of the strengths and weaknesses of our research processes, about the things that changed unexpectedly along the way, even if it means disappointing them. When we can’t achieve the response rate, sample size, or cost per complete that they require, let’s tell them right from the beginning and be clear about why it can’t be done. When the results we generate are completely unexpected and don’t line up with our hypotheses or norms, let’s be open and honest about what might have happened and whether there might be a problem. Let’s worry less about not winning a job, and more about demonstrating our commitment to the integrity of results. The secondary bonus of this transparency is that we can educate less experienced buyers on how research can be positively and negatively impacted by a variety of known and unknown variables so that they will be more informed buyers in the future.

Third, let’s be better public advocates. When we see our research in the media, let’s ensure the results, conclusions, and recommendations are clearly properly represented. And when they aren’t, let’s get in touch with the media to help them understand what the issue is, including telling them why margin of error or making a certain generalization isn’t appropriate. And if they refuse to correct the misinterpretation, let’s make a public statement to right the wrong, perhaps with a note on your website sharing details about how the information should be properly interpreted. And along the way, if we learn that certain media channels regularly misinterpret results, let’s reconsider working with those channels and even the clients that work with those channels. Every one of us has a part to play in helping to ensure our research results are properly portrayed.

Voxpopme Perspectives: Video posts… in writing

Along with a group of market researchers from around the world, I was asked to participate in Voxpopme Perspectives – an initiative wherein insights industry experts share ideas about a variety of topics via video. You can read more about it here or watch the videos here. Viewers can then reach out over Twitter or upload their own video response.

Except the video blogging thing wasn’t working for me. I do my best thinking in writing and I’m pretty sure you don’t want to watch me read a post. So instead, I’ll be sharing my thoughts in written posts. Feel free to write back if you’re so included. Stay tuned!

Voxpopme

How many women do you follow on Twitter? #MRX #NewMR

One of the best ways to identify lots of diverse people to speak at conferences is to follow lots of diverse people on social media. But do we?

With that question in mind, I turned to https://www.proporti.onl/, a website that says…

“Estimate the gender distribution of your followers and those you follow, based on their profile descriptions or first names. Many tech leaders follow mostly men, but I want to follow a diverse group of people. Twitter Analytics doesn’t tell me the gender distribution of those I follow, and it doesn’t try to identify gender-nonbinary people. So I built this tool for myself and put it on GitHub. It’s inaccurate and it undercounts nonbinary folk, but it’s better than making no effort at all. I want you to be able to do this, too. Estimate the distribution of those you follow and see if there’s room to improve!”

I’m cool with that so I turned to this tweet by Antonio Santos as a good place to start within the market research industry. I entered each one of these accounts (excluding @MRXblogs which is a bot that follows no one but me), in order to see how we’re doing.

On average, about 36% of the people these market research influencers follow are women.

Sadly, only 3 people follow roughly equal numbers of men and women, and only 2 people follow more women than men (you can guess who!). I’m one of them, but that’s only because I actively follow women and I’ve been using proporti.onl to monitor my status. Unfortunately, for about 43% of us,  one third or fewer of the people we follow are women. The curve is far from expected and could use a lot of improvement.

Fortunately, it’s easy to change that proportion. Lots of people have created lists of women on Twitter who specialize in different areas including marketing research, data science, analytics, STEM, and more. I keep a nice selection of those lists on my twitter account right here. However, here are some of my favourite lists.

  • Women in Data Science: I love this list. Search through the 1200 members and you’ll find tons of women who specialize in data visualization, statistics, neuroscience, RStats, business intelligence, artificial intelligence, and more.
  • Women Game Developers: 100 women who know AI, storytelling, games, user experience, digital marketing, customer relationship management.
  • BioInfo Women: 600 women who know about EEGs, fMRIs, neuroscience, computer science.
  • STEM women: 500 women who know data, engineering, cybersecurity.
  • Women in VR: So, um, these 150 experts know VR.

Now it’s your turn. Go check how many women you follow on Twitter, and then head on over to these lists to make some additions! Expand your world!

Viz-Fest 2016 Day 2 – Deliverables and Communications #MRX #NewMR

Live note taking of the November 2016 Viz-Fest webinars. Any errors are my own.

http://viz-fest.com/

 Making a big difference with small changes by Simon Dunn, Highly recommend watching!

  • Quotes
    • 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
  • Icons
    • com has lots of icons
    • Use online version of photoshop, com, to reverse colours to your brand as needed
  • Imagery
    • 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
  • Charts
    • 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
  • Simplification
    • 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!!!]
  • Scribbles
    • 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

Viz-Fest Day 1 – Visual Branding and Identity #MRX #NewMR

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 network research old
  • 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 itnetwork research new
  • 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

When does #AAPOR infuriate me? #MRX 

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…

aaporToday 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.

Chuck Chaprapani + Ken Deal + Annie Pettit = A great #MRX textbook

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.

I am thrilled, however, to say that Python has to wait because I will be working with Chuck and Ken on a marketing research textbook. What’s so great about this book? Lots!

  •  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.

 

When is not doing any harm an ethical dilemma? #MRX

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

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