Tag Archives: MRIA

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.

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Keynote presentation by Ray Poynter (Excellent!) #MRIA16 #NewMR @raypoynter

Live note taking at the #MRIA16 in Montreal. Any errors or bad jokes are my own.

  • [Ray makes a lovely introduction in French. Love it!  ]
  • The large agencies and inside departments will be conducting a smaller percentage of research over time, they are being niched
  • Research WILL become faster and cheaper and in some cases it will become better; this process is accelerating
  • Research will be less about error reduction and more about impact 
  • First driver is customer centricity – do retailers REALLY want to do the right thing for customers?  Sure, but they really want to do better business is this is how to do it
  • The last competitive advantage is your customers, we have to develop ownership and possession
  • Brand loyalty is when people buy your brand against all logic
  • The Panama Canal did not cause people to stop buying bananas because the bananas didn’t take the usual long way around [more giggles 🙂 ]
  • Change is not good for everybody 
  • Big data is a big driver, it’s stealing a lot of budget and delivering relatively little
  • Market research has always been good automation – printing, scanning, auto dialling; we lost a lot of phone interviewers and people typing questionnaires 
  • Artificial intelligence will attack the creative, imaginative part of our work
  • Newspapers are using bots to write copy, journalists just tweak it
  • Democratization of insights – customers are expressing views and want to be heard and involved
  • We are a skill not an industry, “able to use the calculator, I can type” Used to be proud you couldn’t type because it expressed your status
  • Bifurcation of skill and automation – people use automation to become better workers themselves 
  • Big money is in the automated part and big fun is in the small business
  • When you bring money in, you’re no longer a cost center
  • SurveyMonkey is the biggest survey company out there, it is the democratization of insight, bypassing the ‘researcher’ to do things yourself
  • Separation of the skilled and the automated 
  • Do you need a print room? Fax room anymore? No, you can form a brand new company without any formal business needs we used to have.
  • How do we thrive on change
  • Get closer to customers – ethnographer so, anthropologists always did this
  • Quant researchers need to do this, we need to personally hang out in online communities, with real people to see what brands and products are all about
  • Integrate with the rest of the business – volunteer to work with other reas of the company [NEVER say no one asked me to]
  • Understand the language in finance and human resources, don’t improve our language on them, don’t impose our use of the word “significance” on everyone else
  • Be an automation winner – try to be the person who implements automation, the person who pilots it, there is an ongoing role for being an expert
  • If you’re in a company that doesn’t want to automate its processes, move companies
  • Be an improvement enabler – if you aren’t the best, do whatever you can to help the top 1% people be the best
  • Use market research as your edge
  • Rays insight for people joining the work force – don’t do want you love. Thousands of people will be better than you at it. Join a different industry and then you WILL be the best in that industry when people need that skill.
  • Learn a new skill every year – Ray is learning Japanese [really impressive!], it will push you to where you are uncomfortable and that’s not a bad thing, it doesn’t even matter what, but may it a class on how to be a CATI interviewer [chuckle 🙂 ]
  • Automation will affect professionals – doctors, lawyers, researchers, and it won’t be one change, Uber was disruptive but soon when there are automated cars, Uber will be out of business too
  • People don’t always want cheaper or better, templated surveys that do NOT change is very liberating and cheaper to maintain, more cost and customized surveys isn’t always what people want
  • [ray is a great speaker, every time, guaranteed. 🙂 ]

Neuroscience and growing employee engagement with research #MRIA16 

Touch to sell: neuromarketing’s full toolkit to captivate the senses by Diana Lucaci

  • We need to bring more science into the boardroom
  • If I’d asked people what they wanted they would have said faster horses – we need to eliminate bias, eliminate response bias and social desirability
  • System 1 is when you slam on the brakes without thinking
  • We can measure using biometrics or neuroscience – facial expression, eye tracking, heart rate, skin response
  • There are consumer and medical versions of tools, like how a Fitbit is not a medical device
  • Biometrics are unidirectional – it could happen for any reason whether happy sad disgust or fear; this is why you combine with neuroscience
  • You can test physical media like postal boxes and also emails and scent and sound
  • What happens when you add scent to physical media and digital media
  • When you like what you’re looking at there’s more action in the frontal lobe
  • Cognitive load is lower for physical rather than digital
  • Unaided brand recall is better for physical
  • Physical is more persuasive and motivating 
  • Digital captures more attention based on time looking at things, but only because they’re trying to make sense of it which means it’s not as motivating or persuasive
  • Nothing compares to the instore experience, interacting with an item makes you more likely to purchase it
  • Need to make sure your storefront is noticed, eyes are drawn to faces particularly if the face is directly pointed to you, turn the face and people will look at other parts of the ad [how cool is that!]
  • Look at the CBC marketplace episode on retail tricks – how stores make you spend more
  • Decision fatigue is real
  • Sell to your tribe not to everyone
  • visual attention is automatic and quick
  • Humanize your customers and create mobile experiences that delight and add value to their lives


From survey to engagement – a journey of research and organization evaluation by Claude Andres and Amy Charles

  • Regularly get Canada’s top employer awards
  • Rely on data from employee survey to do this
  • Old program was “father knows best”, HR would tell everyone what to be happy about
  • Established a sample survey in 2006 and then redid a census survey in 2007 to include every ministry, 2009 added signifciant demographic data
  • How do you measure firefighters, swimming instructors, and policy analysts who are all employees
  • They need a common language but they need to talk to completely different kinds of people
  • Needed to work on data collection AND reporting
  • Reports used to show lots of numbers and metrics and they were boring [DATA IS NEVER BORING!  đź™‚ ]
  • Reports evolved into guidebooks supported by data portals
  • Broken window theory – if you break one window, lots of kids will keep doing it. Must stop it before it grows
  • Don’t make assumptions too quickly – surveys kept asking about fairness of hiring and people always said no. We think they don’t understand how boring works so let’s teach them what we do. But it turns out the more they knew the unhappier they got. But even people who got the job didn’t like the process.
  • Happy employees do not equal engaged employees
  • When the metric is the measure, you’re on a slippery slope. If you watch your speedometer so you don’t speed, you will get into an accident.
  • Can’t change compensation without getting input and informing ahead of time, people need to learn ahead of time and be given time to understand

Panel: People as Proxy #MRIA16 

Live note taking at #MRIA16 in Montreal. Any errors or bad jokes are my own.

Panel with Sean Copeland, Evan Lyons, Anil Saral, Ariel Charnin, Melanie Kaplan

  • Timelines are very compressed now, instead of two or three months people are asking for hours to get answers
  • It’s no longer 20 minute questions but quick questions
  • Market research is often separate from data science and analytics but this team has put them together
  • They don’t have to answer questions with surveys because they have the raw data and they know the surveys probably won’t be able to answer them accurately; they know when to use market research so that it is most effective
  • When is MR the right solution and when do they partner with data scientists 
  • There is a divide between MR and data science which is strange because our goal of understanding consumers is the same
  • We can see all th transactional data but without MR you miss the why, the motivator, one method doesn’t answer the entire question
  • We need to train and mentor younger researchers [please join http://researchspeakersclub.com ]
  • Some mistrust of quantitative data, are panels rep, why do the numbers change month to month, reexploring Qual to understand the needs and wants, clients remember specific comments from specific focus groups which helps the time to see the issues
  • A doctor is still a doctor even when they use a robot, the same is true for consumer insights with surveys and data science
  • Don’t be protective of your little world, if a project comes to you and is better answered by another method then you are wise to pass it to those people
  • You need to appreciate what MR offers and what analytics offers, both have strengths and weaknesses you need to understand
  • A new language may be morphing out of the combination of MR and data science
  • Everyone believes they are providing insight, of course both sides can do this whether it’s projects and models and understanding the why, insights need to be both of these
  • Still need to be an advocate for MR, can’t just go to data science very time even if it’s the new great toy
  • Live Flow Data – is this a reality, it will happen, can already see 5 day forecast of weather and know about upcoming conferences and how many tickets were sold for a week from now; monthly assumptions from data could happen
  • They can see the effects of ads immediately in live data
  • They don’t want to hear what happened yesterday, need to know what’s happening now
  • Future of our business is understanding people and solving problems, you always need more information to do this; if you learn new things, you can do more things and solve more problems
  • Need more skills in strategy and merging with insights, don’t just hand off reports, help clients take insights and turn them into the next initiative 
  • Is it one story or multiple stories after you’ve got all the data put together
  • Don’t just deliver a product and then leave it, our results are only as accurate as the people who interpret it; research can say a hamburger should look exactly like this but when the end product designers change all the tiny little things to be more convenient then you wine up with a completely wrong hamburger in the end

Keynote presentation with Antoinette Benoit, SVP and CMO of McDonald’s Canada

Live note taking at #MRIA16 in Montreal. Any errors or bad jokes are my own.

  • Being a learning company
  • Only way to become a meaningful brand
  • 90% of brands could disappear because people do not care about them, that’s why you need to be a learning company
  • They understand the need to keep learning
  • People were not happy that she worked with McDonald’s, they didn’t think it was a good company
  • Why do people attack McDonald’s, why do people misunderstand the company
  • They don’t want to be junk food, they want to be a beautiful restaurant, like what they’d have at home
  • Some people didn’t like it because they didn’t recognize it without balloons and plastic decorations
  • Evolved from fry hamburger Coke trinity to a larger offering with salad, fruit, new bread
  • Try to explain that fries are real potatoes because people just didn’t believe it, just just have huge scale so they need to use factories
  • They had to learn how to talk about creating their food
  • They needed to understand the local culture of France to make all the changes work
  • They never explained their company properly so of course people misunderstood them
  • Need to use a common language with a global brand
  • From fast food to good food fast is an extension of what France initiatives in the 90s,  a vision that every country initiated in their own way
  • McBaguette was a local offering [that made me giggle]
  • Each country needed their own consumer research to see what would resonate in Austria, Germany, Sweden, and elsewhere
  • It remains an American brand affected by American politics and country specific challenges
  • Shared 20 insight tools with at least 10 companies – engagement process, corporate barometer, qualitative brand audit, price sensitivity
  • Used the tools to speak the same language and have a high tech understanding of the countries and what might work in one but not in the other
  • We relentlessly learn how to learn, not everyone has the same attitude towards learning, need people who are not afraid of change, it’s second nature for some people
  • Canada is the second lead international market after Australia (USA is the lead national market)
  • 85% of sourcing in Canada is Canadian (we can’t produce enough salad all year round), 23000 families use Ronald McDonald House in Canada
  • We can’t be seen as Canadian but we should be seen as part of the Canadian world
  • More consumer led now as opposed to operationally possible
  • They were called consumer and business insights and these groups were separate, but now they are combining them
  • We’re not always great partners but they are working on that
  • Changed their name to strategy and insights to show where they want to go and the role they want to play
  • They post test every piece of creative from Canada and globally, 3 hours focus groups that really surprise the moderators including money earned and lost
  • Need to understand totality of consumer lives not just when they’re in the restaurant
  • They go beyond product testing, to include understanding eating habits in Canada and how to adapt to those, what do they eat in home versus out of home, what the segments beyond just demographics
  • Brands have personality, consumers know what the are functionally but not who they are in their heart
  • Need to have a consistent voice about who they are
  • Nielsen nicely packages data for most thing but in McDonald’s they have a big mess of data that needs to be crafted into something that tells a story, gets to the insight that seasoned researchers and newbies can understand
  • You can’t cheat when you’ve got data in front of you

I am now a Fellow of the MRIA #MRIA16 

This is surreal.

If you look at the list of MRIA fellows on the website, it’s a group of people who created market research in Canada. People who put Canada on the map. People I’ve admired from afar for years, never quite brave enough to say hi to. Strangely now, it seems that I have joined their ranks. This is undoubtedly the biggest honour of my career and I hope I can continue to do my colleagues and friends proud.

Thank you to Chris Commins for believing in me and nominating me. Thank you to the MRIA Board of Directors who felt that my work in the marketing research industry warranted recognition. I am truly grateful and honoured.


Keynote presentation by Thierry Bransi, Director of Commercial Insights and Planning at Metro Richelieu Inc. #MRIA16 #NewMR 

Live note taking at the #MRIA16 national conference in Montreal. Any errors or bad jokes are my own.

  • There are a lot of pessimistic people in our industry, research won’t be around in fifteen years, another said researchers only end there by default, research isn’t well positioned for the future
  • Want to share my optimism
  • We start in sales, then go to marketing, then go to research to dictate products; this paradigm is disappearing, more and more people are arriving in research by choice [me!]
  • The research function is growing
  • Going from information collectors to actors within an organization
  • All the science in our industry is exciting
  • Background of Metro, the banner, the organization, Metro Inc, Metro Ontario
  • In 1947, retailers got together and changed name in 1956 to Metro, they have a long history
  • In 1992, acquired Stienberg, pivotal moment when new president arrived, Steinberg company was going bankrupt 
  • President weathered through crisis, market conditions were unfavourable, became profitable and made many acquisitions 
  • 3rd company in its sector, 65000 employees, 12.2 billion in sales
  • Possibly the best grocer in the world as stated by reviewers
  • New president reaffirmed the client focus
  • Suppliers collect information and do the analysis and they think the work ends there, but for us that is the beginning of the analysis stage
  • What do we do with so much data, consumer information is vague, ownership of information isn’t clear
  • Some data collection processes are becoming more popular, anyone can do research, there is automated research that happens without anyone asking for it, more people can do research
  • Traditionally analysis looked like investigation and telling a story, the best story became the king
  • But today, most intelligence has to do with merging information which is more democratic, everyone analyzes and generates insight
  • We’re dealing with a ten thousand piece puzzle now, so now we say our puzzle is sexier but that doesn’t always work
  • We used to wait beside the fax machine to get our sales numbers, but this old method balances thought and analysis; now we can throw piles of numbers on a page without thinking
  • Now we build 500 slides and then tell our story, maybe we need to rethink this
  • To have an impact, we need to develop a network

Social media and qualitative – Respect the word! #MRIA16 #NewMR 

Ask first, listen later by Lori Reiser

  • Traditional research often starts with the business, product iterations, product marketing, product fine tuning
  • We should put people first so you hear about unmet needs and pain points
  • Case studies
  • Health insurance firm – young adults getting their first insurance plan, and new retirees moving away from employer benefits; had predefined assumptions but those were based on the six people in the room, fears of these people were financial and health and being bored not really insurance, how did they define good health and how could that be protected, did focus groups and bulletin boards, retirees weren’t worried about getting sick but rather that their parents would get sick, younger people were more worried about stress as their health issue
  • Meat company – what did consumers need in terms of communication needs, saved qualitative for the end of the research, started with a survey of staff members and inspection organizations, realized they needed to formalize their email address to clients so that it didn’t come from Annie Pettit but rather from the company, realized that Mennonite members didn’t have email addresses [pay attention to that anyone who says they do probability sampling via RDD]
  • Pharmacist – surveyed pharmacists as well as focus groups and the focus groups were after the fact, what does patient centered care mean, many barriers in terms of how pharmacists communicate with people given what doctors and other people want them to be able to say
  • You can’t ask broad questions unless you go qualitative, open ends on a survey arne’t going to cut it; give your users permission to participat in the idea making, find the trendsetters and listen to them, use skilled moderation

Classified: Research that integrates to innovate by Mark Wood

  • Technology has given us an identify crisis, people challenge are traditional beliefs, anyone can do DIY research, other people are jumping into our sandbox with new types of data
  • Tactics to get our mojo back
  • Understand consumer dynamics in a more connected world
  • Leverage expertise in a data curation to improve SML capabilities, Think both/and between traditional survey and SM, Help companies navigate path to purchase, use data to help action
  • Have to work with clients better and bring in other pieces of data so we can inform them better
  • Bringing MR expertise into social media listening
  • We need to take SM data to the full extent just not report facts and figures
  • Must get access to this data first and then we can sample and structure and clean it
  • SM provides an authentic voice of the consumer, has rich detail; surveys enhance social media structure to categorize themes and related back to real initiatives 
  • Use social and survey together to inform each other
  • Need to identify lots of buzz with lots of impact, not just lots of buzz
  • Use buzz impact matrix to understand which conversations have high buzz, high impact, and then dive deeper into those issues
  • Identify all the touch points that need to be assessed, identify which have the highest reach, but there are big differences in claimed versus reality
  • Need to move from measurement to action [the problem of the century!]
  • Opportunities are greater than ever for MR to have an impact

Thursday afternoon summaries: Digital, modeling, and dangers to dive into #MRIA16 #NewMR 

Live note taking at the #MRIA16 conference in Montreal. ANy errors or bad jokes are my own.

Danger ahead – or is it opportunity by Micheal Dorr

  • Change is inevitable 
  • Marketing myopia – rail used to believe they were in the business of train travel, but they should have seen themselves as the business of transportation and then they would have invested in cars and planes too
  • Our business isn’t surveys. We are consumer insight.
  • 1) Mobile “power of now”,  2) Need for speed, 3) Big data gets personal, 4) Automation
  • Activities formally done on PC are going mobile 
  • Most innovative brands embrace digital and mobile, and don’t necessarily own cars or hotels or content
  • Taco Bell is named as a most innovative companies of 2016
  • Competitive landscape has changed dramatically
  • Over half of surveys are not mobile optimized
  • Mobile power of now – geofencing, mobile diaries, mobile ethnographies, shorter surveys 
  • Attention span is actually dropping
  • Americans will not wait in line for more than 15 minutes, 25% of people won’t wait more than 4 seconds for a webpage to load
  • Amazon primes will delivers books to you door in one hour
  • Krispy Kreme will tell you phone if you’re near a store and if donuts just came out of the fryer
  • Possible to have a one to one conversation with a global company because if big data
  • It is not Qual vs quant, it is Qual AND quant [yeah baby!]
  • AI creates a more meaningful and human interview
  • Data and analysis trends and patterns can be identified via automation
  • These tools aren’t threats, they are tools to enable us to do our research better

Definition of madness – Digital advertising by Joe Amati and Sharon Flynn

  • Focus on people who use multi-screen, lens to consuming content in the future
  • 3.3 hours of video per day for French Canadians – phone, laptop, tv, pvr, ott
  • 66% of video content of French people is under their control, they choose it as opposed to it being ‘on’
  • 50% say advertising is under their control, they can fast forward or skip it
  • 30% have a favourable view of advertising, why do we spend so much money when we know people don’t like it, we are doing the same thing expecting something to change 
  • People have four states of mind – are bored, goal oriented, seeking diversion, invested
  • We can’t be so personal and creep people out, can’t intrude on their lives, it’s more creepy when it’s not quite relevant
  • Why do people NOT skip ads – 66% because they like the ad or the brand or the quality of the ad, humour is the top reason why not
  • One size does not fit all – every consumes content in a different way, handle interruptions in a different way
  • Design for digital first, you can’t just take a thirty second tv commercial and put it on YouTube, people go online to be entertained not to watch ads
  • Make stories not time – don’t ask to buy a ’30 second slot’. COnsumers take as much or as little as they want as long as they are entertained
  • Miniwheats did a commercials where kids instructed a fitness class secretly which was 3 minutes long and people loved it
  • Keep it fresh – people have world of content at their fingertips

Down with top two box scores by Michael Edwards and Parul Verma

  • Traditionally there were two items to pick from, it was easy to choose between them; and it made more sense that attitudes equaled behaviour
  • People need metrics that matter immediately
  • Simple is not as simple as it seems
  • We ask all our research questions using a five point scale, it’s crazy simple and anyone could write the questionnaire and program it in twenty minutes
  • Straightlining is a serious problem because of this
  • We like to like that purchase intent is a behaviour question but it is a attitude question, in the complex world intent is more than simple
  • Metrics of a monodic test are attitudes, this is the only option we had decades, we still call them boards after fifty years even though we really don’t use boards anymore
  • Really need to account for competitors, in the category, out of the category
  • It is possible to simulate thousands of options, not just 3 because you only have manual options; simulations let you see changes not just to your product but to 500 other products as a result
  • We often say a product is in the top quintile and now we can quantify into units and dollars; we can check which scenario generates more units and profit
  • Clients want to know how reliable the scenarios are, they have 3 examples where prediction was nearly identical, very impressive 
  • There is value in monad I testing but there is a time and place for it, good for diagnostic feedback
  • It’s not worthwhile doing if you want to test one single idea, better with many potentials

ATB goes all in by Ann Coulter and Tawnya Crerar

  • How do we understand the emotional and rational aspects of banking
  • Mind model labs using psychoanalytics
  • Most of our daily decisions are tiny, but sometimes a financial issue becomes a crisis and we think about our bank in a new way
  • Seven types of crises that affect customer retention, outcome is really important
  • The longer it takes to respond, the more imporact it has on a customer
  • Did an 8 week online community and asked people to write a love letter or a breakup letter, asked people to start a transaction at a bank and write about it. There is a lot of emotion in how people talk about these institutions 
  • Also used a discrete choice model, manipulated service, messaging to capitalize on retention and acquisition, compared new vs existing customers, millennials 
  • Developed a simulator and turned those into scenarios and strategies
  • 3 major insights employes, customers, company
  • Revalued welcome program for employees, want to be a place employees want to be, first day people start late and there is a welcome package on their desks, they met the CEO and his direct reports, they pay people to leave if the newbies don’t like it, newbies must work in a branch for one day and in a call Center for one day; employees are told if something doesn’t feel right they have the power to do what needs to be done
  • Use real customers in their ads, pay loyal customers to bring in other customers, has a Junior ATB program where they teach kids to balance a check book and play pretend bank so kids learn all the roles
  • Since it started 18 months ago, employee engagement is through the roof, profit and market share is growing
  • Banking is about life and meaning, and relationships have to matter
  • [lovely case study]
  • [jeez, this employee welcome video is going to make me cry, it’s like saving the world and helping the poor feel safe and loved. Where do I sign up?]

Panel: Privacy Breaches – Blood in the water #MRIA2016 #MRIA16 #NewMR 

Live note taking at the 2016 MRIA annual conference in Montreal. Any errors or bad jokes are my own. If you think any of this is legal advice, turn off your internet right now and grab a colouring book and crayons instead.

Panelists: Patrick Cruikshank, Eric Dolden, Derrick Leue, Serge Solski

  • What is cyberrisk – extortion, online wire fraud, identity theft
  • Legal trends – 3 claims per month for this legal speaker, Canada protects all aspects about a person including which brand of pop they like and what TV shows they watch not just their financial or medical records; doesn’t matter if it’s knowing or careless or preventable you are liable; if you give away confidential information even when you know it’s confidential, you are liable for the costs and profits
  • Business don’t report every issue becaus it could put their reputation at risk
  • Are market research companies too small for hackers to come after them? Absolutely not. Geography doesn’t matter. You are just a number on the Internet, crimes of opportunity. 80% of attacks are from external parties [yikes 20% are YOUR employees!]; They just need a door to get in and then they can figure out how to get $ from you.
  • Newest legislation moved us closer to the American model. Snooping or taking of data without consent, there is an obligation ot report to privacy commissioner whether provincial or federal. If there is a possibility of harm, you are obligated to notify the persons that their information was compromised. Not every unauthorized access requires notification becuase there may be no risk of harm, whether physical, emotional, identify theft, financial loss, loss of business, reputational harm, risk of humiliations, loss of relationship, public safety or health. Snooping without taking also counts.
  • PIPDEA protects only PII.
  • Breach of confidence is different – giving away information knowingly, trying to get paid twice for the same thing, maybe it’s careless such as an email with an unintended recipient and that would be negligence
  • [listening to these speakers makes me really wonder about what I have in my emails, how much PII or confidential information is in there? How many unintended people have I emailed?]
  • [really glad MRIA included this session right after the main keynote. This is massively important and business threatening information that we all must know]
  • Someone could easily lock us out of our own systems unless we pay them 500 000. Would we tell the right people because this would threaten your current and future business. It can make more sense to pay up rather than report it.
  • In every case, even when there was zero harm, judges has said consumers are owed damages because their privacy was compromised, awards are around $5000 up to a high of $20000 in cases of deliberate negligence
  • Look at known vulnerabilities like firewalls and failing to updates systems, employees need to know hot to avoid creating holes in the firewall, need to constantly update systems, make sure team doesn’t destroy evidence or you can’t prove that YOU didn’t do it
  • Most canadians don’t have adequate insurance for cyberrisk, we’re covered for fire and injury and financial loss and liability but these don’t cover information loss, denial of service attack 
  • Better to have one insurance companies that covers all the issues as opposed to one covering physical loss, one covering information loss
  • Human error is one of the best arguments for buying cyberrisk insurance
  • Directors and officers have been named in claims for not being efficient in dealing with issues or not ensuring they stay up to date with issues – e.g., not responding after two reminders, not heeding recommendations
  • Small companies probably won’t survive cybercrime while big companies might make it through
  • EXPECT to be attacked, this is a hard fact. Be prepared because people and technology have weaknesses. Someone WILL click on that link and download that virus.
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