Tag Archives: Memory

Tipping the sacred cows of MR #IIeX 

Live note-taking at #IIeX in Atlanta. Any errors or bad jokes are my own.

Will Watson replace researchers? By Bruce Weed

  • Health data will grow 99%; Insurance data will grow 94%; Utilities data will grow 99%, and more than 80% of that data will be unstructured
  • Machines don’t make up answers, they will give the answer you teach it to give
  • Now we teach machines to read images like MRIs, a doctos can’t remember an MRI from ten years ago but a machine will
  • Machines understand, reason, learn. They can learn multiple languages too. Can teach it how to read, hear, see, and 9 languages 
  • Showed all the Ted talks to Watson and now it will find the relevant part of the video you want to see
  • Teach machines to do more than a keyword search, teach it to learn and understand
  • Machines are listening in to call Centers and helping the agents give better answers
  • Machines learning will give us crime and threat detection, early detection of diseases, understanding customers, new product development
  • Machine learning makes humans smarter because it gives us capacity

Co-Creating a tailored experience to identify relevant insights leveraging advanced cognitive text analytics by Sion Agami and David Johnson

  • There are lots of five star ratings out there but not all five stars are created equally
  • Can’t approach analytics from a single dimension
  • Corpus linguistics – how people communicate
  • Olden days used to be keyword, Boolean, taxonomies
  • Now it’s NLP, machine learning, topics modeling – these are probabilistic models – 65% confidence that this is what you wanted, what if 4 different models are 65% confident?
  • Next is leveraging all methods in parallel – focus on emotions and cognitive states
  • Emotions, persona, experience, purchase path, topics are all important
  • How do you rate BOO, Not like, disappointed, like, good, WOW, and then add the emoticons into the scale
  • Algorithms can pick apart which products really are a 5
  • Fix the social media comments that are filled with emotion
  • How do identify WOW experiences before launching a products? What is the best question to ask consumers so they can share emotions, how accurate does your model need to be, can you measure what moved the needle from consumers with confidence
  • Put new tools in front of people who are passionate, those with project specific challenges
  • Watch out for groups who think they can already do something, maybe it’s time to work together OR let the people are ARE doing being the people who DO

The Perils and Pitfalls of Recall Memory: How flawed recall and memory bias pollute market research with David Paull, Elizabeth Merrick, Andrew Jeavons and Elizabeth Loftus

  • [I did an entire class in graduate school on unconscious and flawed memory. I’m totally on board with this session. Love this topic. Wish I could remember more of it. Ha ha. I really do.]
  • Market research has made a lot of assumptions about how memory works, completely contrasting academic research, we can’t remember names so how can we remember the past
  • [we need more true academics in market research ]
  • We assume what you did in the past will predict what you did in the future, or that we can predict
  • Our goal is to make money, we want to know allocation of marketing dollars so we ask about recall, we just don’t have better tools though good tools are on the horizon
  • There are lots of false positive and false negatives in recall data, 15% of people misremembered receiving something [This is NOT a bad respondent or a cheater or fraud. This is real human behavior.]
  • There is more to memory than forgetting, false memories are a huge part of memory
  • It’s very easy to expose people to leading questions, misinformation, erroneous versions and to contaminate or transform people’s memories
  • You can plant entirely false memories for things that didn’t happen, it has consequences, it affects their thoughts intentions and behaviours, memory is malleable
  • They planted memories that people got sick eating something as a child and people no longer wanted to eat those foods, they planted positive memories and got people to like yuck foods more
  • Should we take advantage of this to make people happier and healthier, or use them for marketing purpose
  • Sounds like advertising, we find a feeling like nostalgia so we put that into an ad
  • [we need more academics on stage. Most market researchers just don’t have the relevant psychology/sociology background]
  • Manipulation feels creepy but that’s a practical application
  • What is ethical – a therapist helping someone eat better, maybe not; What about a parent doing it with an overweight child?… Hello Santa Clause. WHich would you rather have, an obese child with heart problems or a child who remembers broccoli with grandma when that never happened
  • People have a lot of fiction mixed in with their facts
  • Memory includes “what you bought at the store last week” but memory also includes meaning “I remember the brand Uber” but I may now remember going to the store
  • Semantic memory helps us build great products
  • Memory applies to doors – we expect a pull door to look in a certain way different from a push door
  • We know we shouldn’t have long questionnaires, cognitive load is a problem, that hurts recall, we need to make it easy for people to recall episodic memories, it’s very shaky to ask people to remember the past
  • At least get the recollection as soon as possible, as they’re happening, need to get it before they interact with other people, responses influence each other, doesn’t matter if it’s a focus groups, early responses affect what people say later on
  • Automated systems can help remove some biases, qualitative is less and less reliant on humans
  • think about biases of respondents and and yourself
  • If people know they can look up the information later, they won’t try to remember it, we no longer bother to remember phone numbers, passwords are a huge problem
  • Does the precise memory matter more than the feeling, we can alter the feelings people have about products
  • “You told us you were a 4 on that scale” and many people won’t remember that they originally said it was a 2
  • Must think carefully about the outcome you need, be realistic about when you need precise memories vs insightful memories, knowing it was the 37th flow of a building may not matter because all that was important was that it was high

Social Disruption: The vertical network arrives by Ashlyn Berg

  • There are many social networks specific to  careers – ResearchGate is for PhDs, Github, ZumZero, SpiceWorks
  • Community aspect – online home for professionals to interact with their peers
  • Content – users share millions of original and shared content to stay up to date on trends and do their jobs better
  • Apps and tools – help people get their job done
  • Mostly for free so people engage for a long time
  • 1-stop shop for marketers, place to build relationships, platforms for research
  • Easy place to investigate Ned’s and challenges of your audience
  • Better platform for research over other alternatives
  • Rich projected information, not just into about their company, know which apps they use, hardware and software they use, massive amount of Behavioral insight
  • Vertical network is very clean data, social behavior is clean, it is the real audience you want to talk to, not someone who wanted an incentive 

Branded Memory vs. Branded Experience by Samantha Moore, Ralph Blessing, Ameritest #ISC2015 #MRX

MRALive blogged from the 2015 MRA Insights & Strategies Conference, June 3-5, 2015 in San Diego. Any errors or bad jokes are my own.

  • Experienced self vs remember self and research techniques for each
  • System 1 thinking is fast thinking, operates automatically and unconsciously, no sense of voluntary control, instincts that we share with other animals
  • System 2 thinking is slow thinking, controlled processes, requires focused, effortful attention, involves choice
  • System 2 makes the final decisions but is heavily influenced by system 1
  • System draws upon memories created by experiences when making suggestions
  • When someone disturbs you during a movie, you might not like the movie. It was the experience that ruined the movie, not the movie.
  • You don’t remember every meal during a holiday, you remember the holiday overall
  • Research techniques can measure experience or memories, and consider system 1 and system 2
  • Experience system 1 – eye tracking, facial response, brains waves, heart rate
  • Experience system 2 – dial meter, channel switching
  • Remembered system 1 – picture sort, copy sorts, flash test/t-scope [wow, does anyone still use a tachistoscope?]
  • Remembered system 2 – brand linage, purchase intent, liking, rating, open ends
  • In an ad, the most remembered part is the outcome. Hopefully that’s the brand queue. But the most remembered part is the one with the most emotion.
  • Watch Eleanor Maguire from University College London on YouTube – what in the brain controls memory
  • Important to use visuals to access memories
  • Great brands deposit into all three long term memory banks – procedural memories (know how), semantic memories (knowledge), episodic memories (recollections)
  • Procedural memory is when you just grab the box of tide because you always grab that one – all the time you spend changing your package might not be recognized by your loyals
  • You know a brand even when the brand name is not shown
  • Do – is seeing a lime in a beer bottle, think is seeing the brand name Corona, Feel is seeing two people on a beach (remember that commercial now?)
  • Now consider Target – data theft, opening and closing in Canada, adding grocery to the store
  • Target found the “shopping with your girl friends” was the best in store feeling, the key in moment feeling. Also tapped into the “do” component. Must recapture the fun of shopping with friends and using technology to enable it. This positioning increased store traffic by 23%
  • Make communications easy to get
  • Don’t rely on measuring immediate experience only, look for long-term branded memories,
  • Memories are largely created by visuals and so are best retried visually
  • Build all three types of long-term branded memories
  • Insights that 90% of people agree with are just vanilla – find your unique target, consider letting go of some consumers to build up your brand.
  • Assign pictures to the key strategic words that define your brand.

If you think ads don’t influence you, you’re only fooling yourself

Babies, brains and relationships 075

Image by Baha'i Views / Flitzy Phoebie via Flickr

Implicit memory is a fascinating aspects of human psychology. Even when you think you aren’t paying attention to something, your brain is still taking it all in. All those ads on TV that you talk over, all the billboards along the highway that you ignore, all the signs in store windows that you gloss over, all of them are still being registered by your brain even if you actively try to ignore them.

Implicit memory is the memory you have for things that you have experienced before but don’t actively remember. It essentially causes you to do something, think of something,  buy something, recommend something, try something that you’ve already heard about before even if you can’t remember hearing about it before.

It’s the favorite colour you have for buying clothes because your mom used to dress you in that colour when you were a baby. It’s your favourite food because Grandma gave it to you once as a reward even though you don’t remember the event at all. It’s all th95% of events that pass you by every day that you don’t pay the slightest attention to.

What this means is your opinion of statistics will be just a little bit more positive after leaving this website. Of course, it may just mean that your hate score of 1.1 on a five point score will only improve to 1.2.

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