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
- 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! 🙂 ]
- 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
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
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
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
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?]
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.
Live note taking at the MRIA 2016 annual conference in Montreal. Any errors or bad jokes are my own.
- [Jeremy begins by getting the crowd screaming and handing out books. We love free books 🙂 ]
- Your next breakthrough is closer than you think, but how do you know if you’re making the right choice
- There are too many ideas too close to us and we can’t evaluate them all
- Companies are not structured to adapt, they no longer last 75 years
- How can a man use paper origami to save lives? He now has 23 patents and works at NASA. But he quit his job to be an origami master. He was the one who figured out how to fold air bags in your car, among other life saving folding problems.
- He interviewed his dad and learned so many things he would have never learned otherwise
- His dad was caught stealing at a grocery store and he was sentenced to clean the grocery store for a month, he noticed a lot of good food was getting thrown out, he took that food and sold it, Turned into selling month old magazine, door to door donuts, Started his own night club at age 16 but he ended up in trouble for not having licenses
- Your competitors are lazier than you – you can put in the time, everyone wants to get better but not everyone wants to put in the effort
- He ended up owning a sports team but weird reasons but then he would personally invite people and then sit with them durin the game, to generate a personal connection, he’d encourage them to bring their friends; He increased attendance massively every year doing this; he was the MVP even though he never played in a game
- His did bought every magazine on any topic and then flip through the sections talking about new idea, then he tried to interpret every new idea in a different way or different industry
- The act of becoming inspired has become overwhelming
- Kodak invented the digital camera in 1975 and then had a website in the 90s to share pictures with their friends, but their goal was defeating a competitor and you know the end result
- Blockbuster didn’t see the end coming, they understood preference and stocked movies relevant to the neighbourhood they were in, but they chose not to buy Netflix
- Who invented grammar checkers? And electronic dictionaries, and the laptop word processor, and PDAs. This is all Smith Corona, a typewriter company. [wow. I remember buying a typewriter to go to university!]
- These companies had smart companies who researched good ideas, but hen they reverted back to their original company idea.
- Why was VIctoria’s Secret successful? The owner thought it was a store for MEN to shop for women. It was because the lingerie was fashionable and that’s what women wanted. The store reinvested in that concept and the store grew massively.
- 3 traps of a farmer – become complacent, repetitive, and protective.
- The owner of ZARA is worth 70 billion and he dresses very boring. They bring designs into the store in 14 days not 14 months. THey don’t advertise because it takes to long and costs too much. ANd they make clothes close by geographically so there are no transportation issues. THey can revise the dress in days and put it back in stores. THere is no designing. It is always tested in the stores on the racks. Zara signifies it’s a fashion city.
- Hunter instincts 1 – insatiable – they are never done. Hunter 2 – curious. How much time do you spend hunting outside your industry. Hunter 3 – willing to destroy
- Google had 1000 engineers to generate a new Facebook. WHich we know failed. Many companies were vastly better at specific aspects and were built by 12 people.
- Don’t build a better thing. Build what people WANT.
- No one person invents GPS or the iPhone. You need a little idea you can make big.
- Opposing the mainstream fuels success – Redbull tastes awful, has a smaller can, a bigger price, and scoffs at the legal team
Demand that your conferences be Diversity Approved! (Tweet this post!)
When Canada’s new Prime Minister, Justin Trudeau, was asked why his cabinet was 50% male and 50% female, his answer was simple. Because it’s 2015. Such a simple answer to a long standing problem.
As I look back over 2015, I see that “because it’s 2015” didn’t apply to every market research conference. Some conferences had speaker lists that were 70% male. Some conferences had speaker panels that were 100% male. No conferences had attendee lists nor industry lists that were 100% male let alone 70% male.
There are many reasons that men might be over-represented as speakers, but few that are acceptable.
- Random chance. As a lover of statistics, I accept that random chance will create some all male panels. But since I’ve never seen an all female panel, random chance is not what’s at play here. If you’d rather see the math, Greg Martin calculated the chance of having all male speakers here. It’s not good.
- 70% or more of submissions were from men. That also is an acceptable reason. If women aren’t submitting, then they can’t be selected. So on that note, it’s up to you ladies to make sure you submit at every chance you get. And don’t tell me you’re not good enough to speak. I ranted on that excuse already.
- You haven’t heard of any women working in this area. This excuse is unacceptable. You can’t look for speakers only inside your own comfortable friend list. Get out of your box. Get online. There are tons of women talking about every conceivable industry issue. Find one woman and ask her for recommendations. You can start here: Data science, Marketing research, Statistics, Tech.
- The best proposals happen to be from men. This excuse is also unacceptable. It demonstrates that you believe men are better than women. You need to broaden your perception of what ‘better’ means. Men and women speak in different ways so you need to listen in different ways. It’s good for you. Try it.
- Women decline when we ask them to speak. It’s a real shame particularly if women decline invitations more often than men. But any time a woman declines, ask her for a list of people she recommends. And then consider the women on that list. No women in the list? Then specifically ask her if she knows any women.
- It’s a paid talk and they only sent men. Know what? It’s okay to remind companies that their panel isn’t representative of the industry. You can suggest that they send a broader range of people.
- We didn’t realize this was a problem. Inexcusable. Diversity has been an issue for years. People have been pointing this out to market research conferences for years. The right time to fix things is always now.
When was the last time you prepared a sampling matrix balanced on age, gender, and ethnicity and then were pleased when it was 70% female, 70% age 50+, and 90% white? Never, that’s when. You stayed in field and implemented appropriate sampling techniques until your demographics were representative. This is absolutely no different.
So, to every conference organizer out there, ESOMAR, CASRO, MRA, MRIA, ARF, MRS, AMSRS, ESRA, AAPOR, I challenge you to review and correct your speaker list before announcing it.
- What percentage of submissions are from men versus women? Only when submissions are far from balanced is it acceptable for the acceptance list to be unbalanced.
- Are there any all male panels? Are there any all female panels? (By the way, all female panels talking about female issues do NOT count.)
- Are more than 55% of speakers male? Are more than 55% of speakers female?
- Is the invited speaker list well balanced? There is zero reason for invited speakers to NOT be representative.
- Did you actively ask companies to assist with ensuring that speakers were diverse?
If you can give appropriate answer to those questions, I invite you to publicly advertise your conference as Diversity Approved.
Will you accept this challenge for every conference you run in 2016? Will you:
- Post the gender ratio of submissions
- Post the gender ratio of acceptances
- Proudly advertise that your conference is “Diversity Approved”
Demand that your conferences be Diversity Approved! (Tweet this demand!)