Tag Archives: MRMW

If I could only pick three conference sessions to go to… #MRMW #MRX

If I can’t be there in person, I’ll certainly be there in spirit. MRMW Asia is sure to be a great event given the line up of speakers and topics in a fascinating city. And though I’d go to every session if I was there, if I could only see three, these are the three that I’d pick.

I’d love to see Frank Kelly’s presentation on the use of mobile devices in different countries. Canada, where I’m from, is known for its multiculturalism but that doesn’t mean I’ve had the opportunity to step into the homes and experience the lives of people who are so different from me. Anytime we can gain a better understanding of the differences between cultures means our research results will be better and more relevant to the right people. Even better, it means that as humans, we’ll have an increased understanding and more empathy for each other. And we all know we need more of that on this planet.

annie mobile

Self portrait via mobile for a facial coding exercise

I’m also thrilled to see that ethics and standards are on the agenda twice, first with a solo session by Mark Michelson and second with a panel moderated by Michelson. As a social media researcher, I see the problems of loose standards and ethics day in and day out. Companies have been charged with deceiving consumers, consumers have been furious over their loss of privacy, and clients have given up on methodologies because multiple vendors have misled them about validity and capabilities. This isn’t good for anyone, and certainly not good for an industry that prides itself on fairness and honesty. I’d love to see Ho, Ooi, Niles, and Foreman take a hard stand for consumer privacy and research ethics.

And last, I’d love to see Pankaj Jha’s presentation on facial coding. As a past Psychologist, I know there is validity behind the theory of facial coding. I know that researchers are also getting better at transferring the theory of facial coding into valid practice, though we aren’t there quite yet. If that’s not enough, let’s just see if we can take something that is already difficult and make it even more difficult by going mobile. Hopefully, the mobile picture I took of myself thinking about this conference will be easy to code – good lighting, clear expression. I’m sure every consumers’ image will make it this easy for Jha.

To those fortunate enough to be attending, keep the rest of us in the loop with your blog posts and tweets. We’ll be anxiously waiting for them!

Information should be free and other fallacies #MRX #MRMW

Free Money (film)

Free Money (film) (Photo credit: Wikipedia)

At the recent Market Research in the Mobile World conference, a battle cry was raised in favour of free information leading to great excitement from the audience. Who WOULDN’T be in favour of free? Personally, I’m in favour of free food, free housing, free cars, free electrical power, free clothing, free education, free healthcare. Oh, and free music, free art, free literature, free movies, free parks, free holidays. Just slap the word free in front of anything and I’m in favour of it.

But come on. Let’s be realistic here. Whether you like it, people need to get paid for their time so they can feed and clothe and house their families. Just because you want information to be free doesn’t mean other people should work for free. If you’d like information for free, then go collect that information yourself. Go hire a few people to build the technology to collect the information. Go hire people to process the information into a format that is usable. Go hire people to monitor the quality of that data. Go hire the people to collect the information for you so that you can do your work. Oh, and go do all of that for free.

Are you curious about #TheListenLady? Why don’t I just give that away for free. It’s just data. There’s no insight in it. In fact, you can find every single piece of information in that book through a simple internet search. It’s all on the Conversition website. It’s in every presentation I’ve ever given at a conference or webinar or case study. It’s just data. But I put hundreds (thousands?) of hours into that book to thoroughly collect and helpfully package important information . I sacrificed evenings and weekends and holidays. I sacrificed time with family and friends. I deserve to get paid pennies on the hour for that.

We all love the word free but I challenge you to think beyond the lure of the word. If you got something for free, you probably got crap.

Market Researchers on Cake #MRMW #MRX

At the Market Research in the Mobile World conference in Cincinnati, one of the main attractions, beyond the great speakers, was dessert. At the back of the main conference hall was placed a lovely long table absolutely filled with desserts. Chocolate cake, cheesecake, coconut cream pie, custard pie. Even better, it was a buffet table. So, I was the utmost of professionalism and selected only three pieces of cake to take back to my spot.

But I erred. I failed to take sufficient quantities of the flourless chocolate cake. So even though I was completely full, I had to choose just one more piece of cake which sat at my spot for part of the afternoon. And what better to do with a beautiful piece of chocolate cake than to take photos of it with each speaker in the background. Below you see the groundbreaking results which were thoroughly enjoyed by the attendees. I hope you enjoy the photos as much as they did.

The Market Research Holy Grail Needs No Standards

Appeared first in RW Connect

With nearly 50 speakers taking the floor to discuss mobile research, every single attendee at today’s Market Research in the Mobile World conference was sure to leave with at least one new idea or a rethink of an old idea.

Mobile research has been around for at least 15 years even though only the last few years have actually presented us with the capabilities that researchers have been dreaming of for the last 40 years. Mobile research used to mean slapping a telephone or online survey onto a mobile phone regardless of whether the survey suited the phone. Long grids, long questions, long surveys and more made users and responders dread the mobile survey. Now, thanks to massive advances in smartphones, mobile research means not just the stand-by text surveys, but also photos of in-store shopping, videos of trying on jeans that don’t fit well, gps tracking as people drive convoluted routes from store to store to store to avoid left turns and tricky roads. And of course, don’t forget about research games that people can play on their phones while they wait for the bus, games that might never be played if they were sitting at the office. This is the new mobile. Well, not new, but this is the now doable mobile research.

esomar logoGiven my background on standards committees for CASRO, ESOMAR, MRA, and MRIA, I was extremely eager to listen to the panel on mobile research standards. What better opportunity than a conference whose entire focus is mobile research. Sadly, I left disappointed. After 45 minutes into the 60 minute session, I realized that the panel hadn’t really discussed standards other than to say that standards stifle innovation. Ouch. Even when the question was directly posed to the panel “Does this mean you can’t and won’t create mobile research standards,” the answer we got was no. While one panel member was quick to say that standards are important and used (Thank you @KristinLuck), that attitude just didn’t permeate across the entire panel.

I wholeheartedly believe that there must be mobile research standards. We must have standards for people whose attitude is “If it’s not illegal, it’s fair game.” We must have standards for people who are new to the game and don’t truly understand the strengths and weaknesses of the methodology. We must have standards for users to fairly compare competitors.

So I offer this challenge to my mobile research colleagues. Open up your research filing cabinet. Pull out your research on research results. Use the lessons you learned in Kindergarten and share those results with your mobile colleagues. Develop mobile research standards. And keep on innovating the way we know you will.

Establishing Global Social Media Research Benchmarks: Through the eyes of the Twitterverse #MRMW #MRX

Nicholas McCracken – Ford,  Tricia Benn – Rogers Publishing Limited, George Rassias – Ontario Lottery & Gaming, David Johnson – Decooda, Annie Pettit – Conversition, Malcolm De Leo – Netbase, Michael Wolf – BBDO, Tom H.C. Anderson – Anderson Analytics (OdinText)

Is there a need for social media research standards? Is it possible to build standards? I could tell you the kinds of questions and answers that came up during this panel but why not let the audience speak on my behalf. What follows is a very small (non-random) selection of tweets from the audience as they listened to the panel. I’d absolutely love to hear your thoughts as well.



These are a few of my favourite tweets Day 2 #MRMW #MRX

We’ve arrived at the end of day 2! Though the twitterverse was active again today, it was not quite as active as yesterday. I even took down my tweeting so that I didn’t hog the #MRMW stream so much but I still ended up writing the most tweets! Have no worries folks, for the #MRMW has closed for this time and my tweets will go back to normal. Until then, enjoy these lists of top tweeters and top tweets.
#MRMW HashTracking.com Report
Top 10 by number of impressions

  1. tomhcanderson: 678,636
  2. lovestats: 560,924
  3. imrananwar: 68,894
  4. jebbing9: 67,732
  5. dougschorr: 61,162
  6. berniemalinoff: 48,188
  7. bettyadamou: 38,310
  8. revelationinc: 36,142
  9. argentbeauquest: 27,693
  10. thesurveygeek: 27,478
Top 10 by number of tweets

  1. lovestats: 92
  2. jebbing9: 41
  3. goinnovateblog: 38
  4. jasonhauer: 33
  5. bettyadamou: 30
  6. berniemalinoff: 28
  7. dianetweeting: 27
  8. dirkgently: 26
  9. kristopherhull: 23
  10. thegaragegroup: 23
Top 10 by number of followers

  1. tomhcanderson: 48,474
  2. dougschorr: 30,581
  3. argentbeauquest: 27,693
  4. incslinger: 11,689
  5. imrananwar: 9,842
  6. webby2001: 7,840
  7. virtualmr: 6,485
  8. lovestats: 6,097
  9. esomar: 5,615
  10. allanalytics: 5,072

Stargazing in the Mobile Research World #MRMW #MRX

Welcome to this series of live blogs from the Market Research in the Mobile World Conference in Cincinnati. With so many sessions, I’m only blogging about a few sessions each day. All posts appear within minutes after the speaker has finished. Any errors, omissions, or silly side comments are my own.  I’ll also be providing end of day summary blog posts for Esomar so keep your eyes peeled for those as well.

David Brudenell and Paul Chan PureProfile: The Future of Research Logistics

  • graphics are pretty and expensive and by the time they are done, they are no longer relevant
  • who is the future of MR – IBM, google, facebook, salesforce, wpp, nielsen, gfk, ipsos, surveymonkey
  • market research was the data pioneer and made money from supply chain creation as automation didn’t exist.
  • use the 20th century foundation to build your 21st century innovations
  • combine modular industry based surveys, big data, full automation, and scale

Robert Moran, Brunswick Group: The Futures of Market Research

  • 10 “D”s that will chance commerce
  • Disruptive tech, disruptive meme, digitization…. [get the paper for the rest 🙂 ]
  • moving beyond the survey, some money will go listening other areas
  • our industry was funded when data was scarce and people were happy to have it
  • shift from asking to observing – we’ll keep asking but just less ofen
  • software and management consulting are now our competitors
  • when there is so much data, we must be trusted advisors of the use of that data
  • “any statement about the future should appear ridiculous”
  • all tribes have a ritual, product needs to be part of that ritual
  • recall the phrase “have a coke break” – that’s a created ritual
  • Dispersive Convergence: tech tools will make parts of MR departments go away, folks just do it themselves
  • Rateocracy: everyone and everything has a rating – Yelp, angie’s list, stamped

Imran Anwar, EiCLoud: The Digital Nexus

  • [last breakout session of the day and the crowd is thin but we’re all listening intently 🙂 ]
  • Systems are more powerful and easier to use
  • pace and quality of innovation are exploding
  • people are untethered from physical spaces
  • third world countries are now 2.5th world
  • if you’re not thinking about big data you’re in big trouble
  • freeium will be your competition
  • think about market research with no language or geography barriers, touch screen everything

If you want to play the game, please learn the names #MRMW #MRX

Welcome to this series of live blogs from the Market Research in the Mobile World Conference in Cincinnati. With so many sessions, I’m only blogging about a few sessions each day. All posts appear within minutes after the speaker has finished. Any errors, omissions, or silly side comments are my own.  I’ll also be providing end of day summary blog posts for Esomar so keep your eyes peeled for those as well.

Michael Sosnowski TRC Research: Getting greater value from mobile quant

  • Current focus is 5 to 10 questions, simple responses but short and sweet won’t be enough
  • “You can’t do conjoint on a small screen!” We do cojoint to understand preferences. We CAN do that on a mobile.
  • How many choices do you need to see to get good quality data?
  • You can do valid conjoint with fewer tasks and simplified choices
  • Try a tournament style approach when choosing options – ask people to choose the most and least important and the results show the right rank ordering
  • Don’t keep showing me stuff when i already told you I don’t like them
  • They did the study online as well and got very similar results
  • More with less mobile can help improve all methodologies, be an optimizer, not a maximizer
  • [i’d love to read this white paper, sounds VERY cool, mmmmm data!]

Kevin Lonnie & Sean Holbert KL Communications: Sony Electronics case study in customer collaboration

  • [Introduced as the funniest guy ever. hard to live up to that!]
  • The crowd has nothing to do with innovation [could that fad being dying out?!]
  • We need to find wise crowds not irrational crowds
  • “If you could combine any electronic products on the market to make your life easier, what would you design and how would it work?” In 2 weeks, 100 ideas, 650 comments, 1200 votes
  • Winning ideas were originally well thought out but then critiqued and tweaked by the community
  • Don’t wait for the brand to create ideas, let the community help you

Shane Skillen Hotspex: I second that emotion! Emotional measurement is the new norm

  • Memory is enabled through emotion so market research must take advantage of emotions
  • 70% of drivers of phone purchases are emotions
  • rational mind is 7% of predictive ability, emotional mind is 92% of predictive ability
  • only 96 words are needed to describe emotions
  • negative emotions are 3X more powerful at driving behaviours
  • boring is the best correlate of purchase behaviour, albeit a negative one

Jeff Lienfelser and John Dick CivicScience: Survey Research Meets Big Data

  • Millions of people answer polls all day long every day with no incentives
  • they simulate a 2500 question omnibus with one question polls [i think that’s what i heard]
  • individual responses are connected across sessions. hyper targeted questions delivered with seemingly no screeners or incidence rates
  • Landline data is very different from census data
  • Big Data can mimic the gallup presidential approval tracking study or the michigan consumer sentiment index

Beth Rounds Cambiar Consulting: Separating fact from fiction

  • forces of change – economic power balance, more empowered consumers
  • More faster cheaper, new methods better practices, river of information, growth of middle class, new talent in a new age
  • by 2020, 40$ of people think the MR industry will under major transformation, but people think it’s going to happen earlier rather than later
  • the 2020 industry leader will likely not be traditional MR – think google which might be 25%
  • mobile is part of the standard tookit for 96% of us
  • increasing change = rethinking research process, integrating social media listening, embracing innovation
  • a lot of people have their heads in the sand [absolutely, and they won’t admit it]
  • non-traditional suppliers – PLEASE learn the terminology!
  • [be sure to ask for the presentation. it is chock fill of great tidbits]

Let’s co-create diapers and research standards #MRMW #MRX

Welcome to this series of live blogs from the Market Research in the Mobile World Conference in Cincinnati. With so many sessions, I’m only blogging about a few sessions each day. All posts appear within minutes after the speaker has finished. Any errors, omissions, or silly side comments are my own.  I’ll also be providing end of day summary blog posts for Esomar so keep your eyes peeled for those as well.

Steve August, Revelation; Andrew Sauer, P&G: Small leaps, Big purchase moments – Using digital qual to understand key moments in product transitions

  • Some products have predictable transitions, cars need oil every few thousand miles, it’s an opportunity to revisit a decsion
  • Transitions don’t happen, they unfold over time
  • Traditional qual is 99% researcher free. Now we CAN be there
  • Think about diapers, changing sizes numerous times, it’s an opportunity to change brands. How do you target that sample?
  • Did 3 months observational research but didn’t say it had anything to do with diapers. Researchers only mentioned diapers when the moms talked about it first.
  • Moms shows pictures of old diaper vs new diaper – they wanted half sizes. People were switching brands because different brands fit better at different times

Panel of MRIA, MMRA, AMA, QRCA, MSPA, MRA, ESOMAR, ARF: Role of Trade Orgs during disruptive industry change

  • MR industry is growing but the number of people claiming to be MR is decreasing
  • Organizations are shifting from who to what is the content
  • Charge is making sure membership is up to date on what is going on
  • Help industry to be successful, enhance the reputation, back us when it comes to legislation.
  • Organizations help to create standards and ethics
  • Some include members beyond the MR industry e.g., technology providers
  • Self regulation is the answer – here are questions for you to ask your suppliers, don’t have to be prescriptive
  • We can be seen as a public good if we do a good job
  • Now the lines of marketing and marketing research are blurring – how does industry handle this
  • We offer people the opportunity to share their opinions and know they will be used carefully and privately
  • Regulations and standards and best practices are all different
  • Who will set standards, what needs standards but you ALWAYS need best practices. This is where trade associations play
  • Are these organizations relevant to clients? For OLG, it’s a big deal because the nature of their business is they are always on a fine line.
  • Industry orgs help us when congress/legislation acts in haste
  • [This panel was far too short for me]

Reality meets co-creation #MRMW #MRX

Welcome to this series of live blogs from the Market Research in the Mobile World Conference in Cincinnati. With so many sessions, I’m only blogging about a few sessions each day. All posts appear within minutes after the speaker has finished. Any errors, omissions, or silly side comments are my own.  I’ll also be providing end of day summary blog posts for Esomar so keep your eyes peeled for those as well.


Michael Winnick Dscout: Keeping it Real

  • Tag lines they have considered – For real, get real, reality bytes, keeping it real since 2011
  • Mobile lets you go contextual
  • Nomenclature of respondents, participants, subjects is disengaging. In dscout, people are called scouts. “Scouts” share “snippets.” Projects are called “missions.”
  • Simplicity and constraint is one of the best design tools.
  • Snippets are small and analyzable.
  • If you ask people to do boring research, you will get boring data back.
  • Earlier missions should use a wide lens

Philip McNaughton Face: Cocreation – Inverting the research and innovation process

  • Regardless of your industry, now you’re competing with technology companies (e.g., google, facebook)
  • It’s the end of monolithic brands, no more ivory tower
  • Do things WITH people, not AT people
  • Link passive and active data sources to link the story
  • Stop thinking only about product/concept development. Try equity, communciation, service, content, activation
  • Why it matters: Life is full of surprises and cocreation can help you find them
  • Why it matters: The old style is like fossil fuels and the new style is like renewable data sources
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