Tag Archives: NEWMR

What’s Beyond Mobile? New MR: General Mills Goes All In by Ryan Backer, General Mills #CRC2014 #MRX #GreatTalk

CRC_brochure2013Live blogging from the Corporate Researchers Conference in Chicago. Any errors or bad jokes are my own.

What’s Beyond Mobile? New MR: General Mills Goes All In by Ryan Backer, General Mills

  • 2011 saw opportunity for mobile technology; 2013 felt confident they’d figured out mobile; 2014 formed emerging technologies team
  • 2011, they bet big. spent a year trying to get smart. convinced that by 2014 80% of research would be mobile.
  • Believers because 1) they felt they had to, mobile is surpassing desktop, default access point for all things internet, even surveys designed for desktops, particularly for multi-culturals and millennials, attention spans keep shrinking 2) pride themselves on bringing innovation to the marketplace, love idea of getting richer insights using bells and whistles of the phone – location, audio, visual, in the moment qualitative, feedback WHILE it’s happening 3) it felt right, traditional research feels ancient, we can now ask people to take a picture of their snack drawer and then see products they would never imagine sitting right beside your product, have people take pictures in the stores of how their product is always out of stock, it felt more natural in terms of ethnographic research
  • How did it go? GEMO – good enough, move on. there are plenty of warts but let’s move on
  • They heavied up and sold hard – did a lot of hand holding for any research project that seemed to work best with mobile so that every person had a positive experience with it. Had major meetings with large teams to showcase the mobile research so that everyone could see they could do mobile research too
  • They redefined best practice.
    • Ethnography – Not limited to certain geography, more honest feedback, it’s not a stranger interviewing you, you’re in your own home
    • Shopper satisfaction – Do it while you’re still in the store, not the next day after you’ve forgotten everything
    • IHUT – save on shipping costs, send them to store to buy something, ask questions about finding the product, comparing the products
    • Instant A&U – increased speed because everyone has phone with them at all times, can push a survey at any time
  • Invented new capabilities – answered questions they’ve never been able to get answered before, ask questions they’ve never had before
    • Mobile Missions: send people on a task
    • Geo-intercepts: without physically being in a store
    • LaunchWatch: get results on brand new products immediately, real time basket analyses
    • OTC ad-tests – typically in a controled environment but now they can do it “On The Couch,” as ads are experienced for the first time while you’re on your couch
  • Mistakes along the way
    • Lift and Shift ROR – You can’t just put a standard survey on a phone, know when to put audio video so that the research is done well not just somewhere else, know that results will be different because the method and timing and location is different
    • Multimedia paralysis – how do you handle hundreds and thousands of visuals, it’s very time consuming
    • New Method Flops – They never turn work away, but sometimes it just doesn’t work
    • DIY Scissors – They are many DIY solutions, anyone thinks they can do research and it results in “Running with scissors” research
  • Abandoned the mobile team now, but no longer have an in-house team, it’s just regular research now
  • Next is still mobile but also other things
  • We’ve reached the tipping point. Stop talking about mobile and start talking about device agnostic.
  • Close to 80% now, but not by dollars
  • They have a solid rolodex of suppliers and now recommend those suppliers to their teams
  • Know your barriers
  • data stitching is not easy, gamification is on their list, still need true full service – know research AND technology AND storytelling
  • Exponential change
    • Internet of things – connect all device and eeverything in between
    • quantified self – behavioral is now diary but we’re going way beyond that
    • augmented reality and virtual reality – could be THE next big thing
    • 3D printing – especially in food industry
    • artificial intelligence – natural language interpretation, unstructured data interpretation
    • robotics
  • looking for new applications of mobile, new data streams, and new technology/gadgets
    • Geofence consumers to within 4 inches when they are in front of a box of cheerios, how much time in front of those cheerios, build your own granola bar game
    • data streams previously unavailable – fitbit, wearables, consuming calories, how you burn calories
    • fridge with internet, clip on your shirt and takes a pictures every 30 seconds [need one!], coupons and menu ideas direct to your fridge monitor

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10 answers to contemporary market research questions #MRX

Are you fresh out of school? Full of book knowledge but short on practical knowledge? Then this book is for you!

Join the book launch on May 22nd here!

10 Answers to Contemporary Market Research Questions provides new entrants to market research with a first point of reference in a fast changing industry. In  market research, there are some key concepts, ideas, and pieces of knowledge that even the newest researcher (or a researcher new to a topic) should have at their fingertips.

The 10 Answers to Contemporary Market Research Questions aims to present those key items as a set of questions and answers. While its not a manual of how to conduct research, it does provide nuggets of information that will enable new (and sometimes older) researchers to orientate themselves, and avoid walking into too many of the traps that the changing world of market research can create.market research, there are some key concepts, ideas, and pieces of knowledge that even the newest researcher (or a researcher new to a topic) should have at their fingertips.

The Project Team
The book has been created through the voluntary and collaborative efforts of a team of people brought together by ESOMAR to generate this resource as part of the celebration of its 65th year. The project curators are Finn Raben, director general of esomar, Sue York, chief curator of Newmr, and Ray Poynter, Director of Vision Critical University, Vision Critical.

The contributing authors are:
Suz Allen, Sven Arn, Reg Baker, Susan Bell, Pete Cape, Alison Dexter, Dirk Huisman, Nasir Khan, Kathryn Korostoff, Phyllis Macfarlane, Omar Mahmoud, Bernie Malinoff, Katie O’Connor, Stephen Paton, Annie Pettit, Pravin Shekar, Anouk Willems and Tom Wilms.

The editors are Ray Poynter and Sue York.

Join the book launch on May 22nd here!

NewMR Implications for Research Agencies: Jeff Miller #CASROmanage #MRX

Welcome to this series of live blogs from the CASRO Management Conference in Chicago. All posts appear within minutes after the speaker has finished. Any errors, omissions, or silly side comments are my own.

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  • Burke is midsized without the some of the resources of the large companies
  • “Change before you have to” Jack Welch
  • Most MR are laggards, not at the forefront of change
  • Change is nothing new to our industry, voices are always calling for more and cautioning for less, trends get hyped, promises get made, alarm bells get run, the future is never quite how it is made out to be
  • We always overestimate the change that will occur in the next two years and underestimate the changes that will occur in the next ten – Bill Gates
  • What about the people managing the other 4000 US research firms? The industry is too big for first movers to scale. Secondary market rises to meet the need. Most take a wait-and-see approach to change.
  • Pressing issues – data quality, blurring of quant and qual, big data and analytics, mobile, unstructured data
  • Mobile – self administered surveys, so much talk about it and the business has been so small for a number of years now, will that change? 85% of population owns a cell phone but only 40% have a smart phone. Only 25% of people 55+ have used a browser on their phone. One of fastest growing areas but on a very small base. Mobile is where online surveys were in 1997. Surveys just can’t be moved over  to mobile like they sort of can with paper to online. “In the moment” is the sweet spot, a transactional based research. panelists are increasingly trying to access web surveys with their phone – even though it wasn’t designed to work right there.
  • Mobile is too big, too pervasive to ignore but there is no immediate threat to revenue. Panels are there so you don’t need to build your own. This is the new way to interact with younger people as email is less and less how they work.
  • Unstructured data – 85% of data is unstructured. replacement and supplementation debate will continue for a long time. Is it for PR? Marketing? Research? Where is the ownership? It doesn’t always correlate highly enough to be a complete substitute for trad research. Best insights come from targeted analysis [ah, you mean have a research objective!].
  • Market has many many options. Companies have been formed, acquired, and sold back off.  mid-sized company can’t keep pace. Better advised to know how to take the information and combine it with your existing data.
  • Qual/quant – problem is misuse of some data. Communities are growing in popularity. Temptation to survey a community is high even though it’s a very biased source. We are trained better than this but our resolve is weakening. Quantification of social media continues – tweets, positive mentions. Hybrid techniques continue to evolve.
  • Data quality – the crisis of confidence is over but now we have issues of routers. People who never qualify for surveys can indeed qualify if you use a router. Standards are helping to raise the quality of research. Quality has a cost. Making it right has a higher cost than doing it right.
  • Big data –  Promise is fantastic. Skill is analytics, not just survey analytics. We lack this understanding. Maybe MR doesn’t have this skill.
  • Other items – Neuro – quant estimates are made on very small samples but we don’t question these [fab point]; Standards – Do you want to conform to standards? Will clients insist on it?
  • Don’t measure the wrong thing with incredible accuracy [ love it!]
  • Fit for use matters – there isn’t one method that solves every problem

The New MR Age and Technology: Jeffrey Hunter #CASROmanage #MRX

Welcome to this series of live blogs from the CASRO Management Conference in Chicago. All posts appear within minutes after the speaker has finished. Any errors, omissions, or silly side comments are my own.

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  • First job was doing phone research, then coding, then data processing
  • Used to work for General Mills
  • Nouriel Roubini predicted the housing crisis. He was called a Cassandra but now he’s called a sage. Even though it was one right prediction among many wrong predictions.
  • Futurism is easy, sure, sure, if you only pay attention to the predictions that came true
  • The future is already here. Mobile has been around for a bit but we still stay it’s just arrived. MROCs also seem to have just arrived but they’ve been around for a while.
  • Information, not data, has value. It’s the people who do something with the information that turn data into money. How do we manage data towards positive economic value. Everyone remembers the one insight that led to $$.
  • The world has changed for our businesses. Cheerios has been around 50 years, in a yellow box for 50 years, business model has not changed. What is different? We live in a multi-screen world: TV, print, radio, internet, smart phone, apps, tablets, digital price, in auto programming. Do you have enough time and money to deal with all of these instead of just TV and print? When do you choose what is ‘good enough.’ There could be hundreds of touchpoints in one day. It’s not additive, it’s geometric. How many information partners, and they all need to be treated differently?
  • Consolidating retail formats – have to worry about relationship with retailers that have a lot more power, new retailers don’t carry about rep samples, they want to know their market, their targets, behaviourally related
  • Fragmenting retail formats – small format stores with different clientele, established formats that now carry completely new categories compared to their entire history. It only matters what the retailer believes, not what social sciences believe.
  • Global – Where is growth? Outside of North America
  • Implications – futurism is necessary, the future is already here, it’s about information not data, information needs will follow the evolution of the business
  • What research tools will we use?
    • Surveys – continue but less of it, it needs to be reinvigorated, if you structure surveys well you can get pretty good estimates to supplement what you have from syndicated data – together is better, more research on research
    • MROCs – why aren’t these bigger than they currently are? They can help with every single thing – the copy, the package. Do it all as one piece of research, not split up into all its components
    • Web scraping – still developing, cumulative buzz corresponded exactly, r squares were in the 90s
    • Neuroscience – he doesn’t get excited about this, it shows up every few years, it’s insightful but incremental value doesn’t justify expense
    • Behavioural economics – useful for interpreting data
    • Mobile – good for adding diagnostic value
    • Big data – suffers from definitional ambiguity
  • A pessimist sees the difficulty in every opportunity, an optimist sees the opportunity in every difficulty – Winston Churchill

Cross Media Marketing by Insight Express and Disney #TMRE #MRX

Live blogs by @LoveStats! This is a session summary from The Market Research Event by IIR in Orlando, Florida, November 2011. It was posted mere minutes after completion of the talk. Any inaccuracies are my own. Any humorous side remarks are also my own. Feel free to leave comments and critiques.

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11:30 – Best Practices in Cross Media Marketing and Measurement
Molly Elmore, Vice President of Market Research, InsightExpress
Marc Normand, Vice President, Research, The Walt Disney Company

  • #1 Clearly defined goal objective. Have focus, choose specific objectives. [in SMR, the objective is often “do something in SM. sigh]
  • #2 Less is sometimes more. Do not include random questions that are not related to the objective. Do include brand metrics, target definition questions, profile analysis questions.
  • #3 Accurately define exposure groups. Advertising recall is very inaccurate. Don’t assume ads are memorable. 23% of people think they saw an ad but didn’t. 70% of people don’t remember.
  • #4 Ensure clean, valid comparisons between Control/Exposed group. Weighting can be your friend.

    Daisy Duck from The Walt Disney Company

    Image via Wikipedia

  • #5 Design the survey to capture frequency of exposure.How often do people need to be exposed in order for them to remember it. Binary exposure question is insufficient. 12 exposures in short time can be bad for your brand though.
  • #6 be cautious of screening to heavily [THANK YOU] People are define their target too narrowly. You DON”T KNOW which is the important part of your data every time. WOM gets ignored with excessive screening, out-of-target can become in-target. Broaden your target and get larger sample sizes.
  • #7 Compare to normative if available. Adds context. Can see if the difference you saw is better or worse than similar studies. But take it with a grain of salt, category must be similar, brand awareness should be similar, consideration set must be similar.
  • #8 Incorporate costs into final analysis. TV is expensive option. Can be three times as effective but if it’s ten times as expensive, it may not make sense. [unless the # of people you reach is vastly greater….]
  • #9 Develop analysis with a story in mind. Does the creative accomplish the intended goal – awareness, etc.
  • #10 Explore media vs creative. How are some measures aimed for media vs creative. Do people connect with ads physically. Awareness measures are often media measures, did media do its job. Education, persuasion is the job of the creative. Does the brand come across? Must always have multiple measures because “purchase was flat” isn’t helpful at all.
  • [Very tweetable presentation. Means they gave specific advice. Always good. Thank you presenters!]

Sesame Street Multi-Platform Study #TMRE #MRX

Sesame Street

Image via Wikipedia

Live blogs by @LoveStats! This is a session summary from The Market Research Event by IIR in Orlando, Florida, November 2011. It was posted mere minutes after completion of the talk. Any inaccuracies are my own. Any humorous side remarks are also my own. Feel free to leave comments and critiques.

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8:45 – Sesame Street Multi-Platform
Study
Diana Polvere, VP Market Research and James Williams-Ness, Director of Media Research, Sesame Workshop

  • Three goals – True audience size, children and adults or caregivers; Device interaction – how do people use the new media platforms; Engagement – Not just reach, but how we reach them, frequency, deeper relationship [Hi Grover, we love you]
  • We should be platform and channel agnostic, be everywhere we can. 2005 had six channels, tv, home videso, web option. Now – 21 channels and growing – VOD, netflix, itunes, youtube, hulu, yahoo kids, facebook, twitter, tumblr
  • Digital space apps – monster maker, once upon a monster game, podcasts [I’m loving the sesame street characters on every slide]
  • Not a lot of cross platform measurement. There was no good single solution for web and TV. TV is the hub and didn’t know how they all relate to each other. [Hi Big Bird!]
  • TV 86%, comptuer 48%, video games 45%, mobile, 12%.[Hi cookie monster!]
  • What is the relationship, the overlap among devices? Why choose one platform over another? [Hi Bert!]
  • 20 minute panel survey of 2000 households [Hi Slimey! You’re one of my faves]
  • Co-usage is very important, kids learn more and better when they interact with others [Hi Snufalupagus]
  • 3% of households interact on mobile platform, 3% on podcasts, 12% on computers, 5% on gaming, 12% on audio, 47% on TV
  • 50 millions users on a quarterly basis [Hi Cookie Monster]
  • Viewing is not unique individuals. We know kids will watch the same video ten times [or until you whip a ceramic coaster at the TV]
  • Repetition is good. Repetition is good. Repetition is good. Repetition is good. [Hi Oscar the Grouch]
  • Podcasts are not viewed where you think – 63% watch them on a PC or laptop, not a mobile device. Portability is NOT a key to choosing which device you use. Appropriateness is more important.
  • Sesame Moms – watch with their kids. There are also Digital Dads, a growing audience. Siblings, 9-17 year olds as well.
  • Insight cookies – Extend the reach to digital dads, appointment viewing, know who the adult audience is [Note to presenters – white text on light blue, not so good]
  • Learning is magic – streamline the questionnaire, you don’t need to measure 34 devices in one questionnaire, focus on mobile and apps

#MRXblogs – It’s new and it’s fabulous #MRX #NewMR #NGMR

Yes, there are a million places online that will aggregate anything and everything related to market research. Do we need yet another one? Maybe not. But I wanted one for me. So I created a new Twitter feed called @MRXblogs. You’re welcome to follow and read it too.

It will publish blogs from individuals, small companies, and established industry organizations that are focused on market research, statistics, survey, and charting. Blogs that overwhelm the stream or are heavy on sales and marketing, won’t be included. I won’t monitor the account or reply to tweets or DMs.

If you would like your blog included, please leave a comment here or tweet me at @LoveStats and we’ll see if it fits well with the stream.

So if it suits you, enjoy!

Shh… The Secrets of Spammers Revealed

no spam!

Image via Wikipedia

I have a dilemma.

For some strange reason, one of the things I love most about my work in social media research is eradicating spam from data. I get a high from watching record counts decrease, not increase, because I know when I look in the spam catcher, it will be full of the right stuff. Free drugs, fake celebrity tapes, twitter bots. I’m drooling just thinking about it. Me need more spam.

There’s one thing that I would love to share with you but I can’t. I would love to tell you all the nasty secrets and tricks that the team at Conversition has learned to identify and kill it. I’d love to show you what screams out to us, “This is spam!” But I can’t. Because if I show you, then I show the spammers and I can’t stay ahead of them if I give out my secrets.

So in the meantime, take pleasure in my pleasure. Spam may knock on our door but the door is triple bolted and eight giant-toothed dogs are barking fiercely behind it.

Next Year’s New MR: Super Extra Cool New MR

Market research never changes. The purpose has always been single minded – to predict purchase behaviour. We do a lot of work to to understand people, to help people, to make people’s lives better by creating better products and services but if that was really our purpose, we’d all be certified clinical psychologists. I’d actually like that.

But let’s be honest. Segmentation studies allow us to better understand the personality traits of groups of people so we can better predict different styles of purchase behaviour. Ad testing studies allow us to better understand which ads are likely to create purchase behaviour. No matter the type of study, if it doesn’t contribute to predicting the purchase decision, your company won’t fund it.

Of course, over the years, our scientific methods have evolved just as they will continue to do in the coming years. We left the dinosaur age 15 years ago when we grasped onto as online surveys. Mobile research has graduated from new and cool to an actionable product. Neuroscience is making fascinating progress in the field of market research, making me want to get my grimey little hands on the equipment and the data. And social media research is the current fashion in research and is even being used to predict stock market results and movie box office results.

The tools market researchers have access to have changed a lot over time and they will continue to change. But, the premise and basic method of market research will always remain the same. We must sample correctly. We must weight correctly. We will create quality data with quality tools. We will focus on quality analyses which accurately predict dollars. Those things, the things that make market research what it is, will never change.

It makes me wonder… if we are all about the New MR right now, what are we going to call New MR next year? Super extra new MR? Just wondering.

Read these too

  • 3 Reasons Why Researchers Hate Focus Groups #MRX
  • 1 Topic 5 Blogs: DIY surveys suck or save the day
  • Paul the Octopus, Phd in Statistics, Lettered in football
  • Pie Charts – Our Evil Friend
  • Why market researchers can never be marketers
  • Reminiscing the First Annual 2010 New MR Virtual Festival #MRX

    Internet connection rate for each 10,000 peopl...

    Image via Wikipedia

    Perhaps it’s a bit presumptuous of me to call it the first annual when there is not yet any certainty that there will be a second annual, but from what I experienced, the second is yet to come. Continue reading →

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