Tag Archives: Peanut Labs

Neuro to Big Data to Segmentation: Multi-mode wins #ESOMAR #MRX

esomarLive blogging from #ESOMAR Congress 2014 in Nice, France. Any errors or bad jokes are my own.

Car Clinics 3.0: Designing better cars by peering into the consumers brains by Fatima El-khatib, haystack International, Belgium, Ronny Pauwels, Toyota Motor Europe, Belgium, Wim Hamaekers, haystack International, Belgium

  • Something didn’t feel right about a car they were test driving, but they didn’t quite know what
  • How do you measure the unconscious? Combine qual quant and something new, neuromarketing
  • Customers don’t say what they do and they don’t do what they say. So why ask them everything.
  • Protypes were highly confidential so couldn’t use them. Had to use older available materials.
  • EEG captures long term engagement and relevance, based on avoidance and approach theory
  • Lab test showed computer generated images, 5 views of the exterior, 8 views of the interior, film was about 3 minutes
  • People liked the wheels of one vehicle but not much else. For the other vehicle, everything was fine and average.
  • Because of biometric results, focused on the specific positive and negative features
  • Verbal results shows little differences between the vehicles but EEG showed one vehicle had much more positive feelings. Could see the specific details that people were not able to express verbally.
  • What about asking people about the fabric and dashboard ornaments.
  • VW Polo and Hyundai ornaments performed well but Citroen and Peugeot 208 performed awful based on Galvanic Skin Response.
  • Consumers have difficulty expressing everything verbally. Overall engagement doesn’t matter, it’s all the individual elements that matter. Even the tiniest details of a car can have a huge effect.
  • Neuro is now an official tool for Toyota. They look at the same business questions from different angles. It helps to optimize the car development process.
  • Neuro is not the holy grail – multi-mode is the holy grail. You still need experimental research designs.
  • Be brave, be daring, use the new techniques and see if/which ones add value.

Communication Analytics: Effectiveness Research for Conversion Based Campaign Planning:  How to measure effects of (offline) campaigns on web visits sales and conversion by Erik Prins, Validators, Netherlands
Iris van Dam, Validators, Netherlands, Martin Leeflang, Validators, Netherlands, Sander Pot, Ticketveiling, Netherlands

  • “Moneyball” with Brad Pitt is all about big data. Baseball is all statistics. Used all the statistics to put together an unlikely team that came second place in the end. Cost per player was $250 000 when other teams paid 2.5 million per player.
  • Can we do money ball in a media campaign.
  • Can you correlate campaigns and web visitors, sales, and conversion. Of course. Can calculate cost per anything – media, shopper, clicks.
  • Know the media schedules by the minute, TV, radio, everything. Know all sales, new and old customers.
  • Import all this data into one platform. Calculate cost per mille – how much to reach one thousand people. Cost per sales, cost per shopper, cost per click.
  • Calculate how many people visited website after commercials over an entire year – It cost 0.25E to get someone to their website for one specific channel. Another channel ended up at 12E per customer.  The time of day matters, midday was so much cheaper.
  • Online is winning in Netherlands because they can measure views and clicks.
  • Outdoor advertising is activating existing customers. For new clients, you need TV and radio. Online media is more expensive
  • For Ticketveiling, the win it midday programming. Outdoor format was highway signs. Radio target was a few very specific channels.  Don’t burst all your funds at once, drip your funds is much cheaper.
  • There is less need for traditional research now, need to shift into research consulting, and clients understand this more.

New Perspectives: How a segmentation provided new ways of looking at consumers thereby unlocking sales potential by Alastair Liptrot, Simplot, Australia, Neale Cotton, The Lab Strategy & Planning, Australia, Paul Labagnara, The Lab Strategy & Planning, Australia, Peter Stuchberry, Nature Research, Australia

  • Start somewhere different if you want to end up somewhere different. Try starting at the end. How will you apply your research in the end?
  • Invest your money in a safe bank or lose it all at a casino. Or invest it in a segmentation [I much prefer the segmentation option 🙂 ]
  • Simplot is products in Australia in the freezer, to chiller, to house
  • Normally small packs, large packs, kiddie packs. Need to look beyond demographics
  • Most don’t have longevity or are only demo based, and may not complement existing tools or data.
  • Had to work with current categories and brands, as well as future brands.
  • developed four pillars – involvement – how much you love cooking 2) health 3) convenience 4) value
  • Decided on 8 segment model.
  • used Nielsen homescan – people who scan all their supermarket purchases. tagged everyone with a segment, used personality, demographics
  • Had to inspire the team to embrace the segmentation. Need to make the people feel a part of it, encourage acceptance and engagement. Had them engage from the very beginning. Include them in naming the segments so they truly understand what the segments are.  Created a game show for the marketing team to better understand the segments and how to use them.
  • Delivered 30 million in revenue for a $250000 investment
  • The project would have gone on the shelf if they hadn’t though about how they would use it in the end

Clients Speak and Vendors Listen #ESOMAR #MRX

esomarLive blogging from #ESOMAR Congress 2014 in Nice, France. Any errors or bad jokes are my own.

Why Do I Still Come To Work?: What motivates long-time market researchers to stay, and what will motivate young ones to remain in the industry? by Andrey Evtenko, Nestlé, Switzerland, Jeremy Pace, Nestlé, Switzerland

  • Also noticed that most people just fall into research. But why do they stay.
  • [Maslows hierarchy is shown. again. but it’s missing the wifi and battery base. 🙂 ]
  • Do market researchers seek self-actualization, the top of the pyramid?  [Yes, I do]
  • 16 drivers to motivate people to work in MRX via exploratory qual and surveys
  • Self actualize – Intellectual challenge, opportunity to be a deep knowledge expert, leverage innate strengths, power of surprise, opportunity for creativity
  • Self esteem – confidence, achievement, respect of others, need to be unique individual
  • At large we are driven by universal motivations
  • Intellectual challenge – We are compulsive puzzle solvers
  • Power of surprise and discover – More salient with younger people [for me, it’s getting sql code to work and then BANG the result is not what you expected]
  • Opportunity to be a deep expert – someone people can trust, can guide other people
  • Leverages inner strengths – curiosity is in their nature, learning from other people
  • How are we different from marketing?  Marketing like launching, we like learning
  • What about young researchers?  More purposeful and intentional when they get into the industry. want intellectual challenge, but 30% are not committed to stay in MR
  • How to self actualize – people want control over their lives, people want to get better at what they do, people want to be part of something bigger than they are – Autonomy, Mastery, Purpose – intrinsic motivators
  • Strive for perfect even though you know you will never achieve. Never finish trying. People find this energizing
  • Confections bring happiness to people’s lives, brings value to others [bring the value here!]
  • Find your own inspiration. Intrinsic motivation is in here. [Totally agree. YOU are in control of your happiness and your career]

Make Your Stakeholders Smarter: Moving beyond the dashboard and into configurable insights by Christian Kugel, AOL, USA, Thomas Kelly, AOL, USA

  • How do you make other people smarter? Can you? No.
  • AOL survived the worst merger in global history with Warner, But, Number 2 in video ad servicing, Number 2 in ad tech and programmatic ads
  • it’s getting harder to bring in 1.8 billion dollars in revenue
  • Prove my campaign is working for me, lunch was nice, your pitch was nice, but prove it
  • Need people and technology to solve this problem
  • Set up a team for RFPs and deliverables, but had to automate beyond people
  • Sample size of 1 case studies can create sales, but they aren’t typical. why not use billions of records to show normative results
  • dashboards not so great, unless the takeaway and story are the dashboard
  • meta-tag me – super important, distill and simplify, we always lose knowledge in the endless loo that is the share drive. tag every study with method, result, sources, tools so that anyone can kind relevant information later on, even after you’ve forgotten about about it
  • To democratize data, be neither slave nor master but liberator

Inspiring Insight to Action: The evolution of MasterCard Priceless Cities by Christina (Tina) M. Nathanson, MasterCard, USA

  • IMG_3422[1][Starts with a shoutout to her mom 🙂  ]
  • “For everything else there’s mastercard” – 17 years old, 112 countries, 53 languages
  • We need to enable priceless moments. Heard of a priceless city?
  • How did research inspire?  Have you lived in a city your whole live and never visited the tourist attractions?
  • People identify themselves as being from a city, not a country
  • By 2050, 2/3 of world population will live in a city
  • Evolution of priceless cities – move from data gatherers to being insight drivers
  • Created a world travel index – where do affluent travelers go?
  • Want to understand cross border spending – concentrated in 20 global cities, generally among the affluent – spending 218 billion dollars, spend $1245 on an average trip [I’ve spent about $40 on macarons 🙂 ]
  • Identify shopping passions, sporting events, restaurants and classified by race, city origin
  • How do we create the next generation of priceless cities.
  • Project to bring Brazilian customer to life – Meet and greet between consumers and executives, travelers want to learn about the hidden gems, things only locals know about
  • Now relaunching priceless cities, one in Toronto. Offer mastercard users special offers and information of things to explore in a new city. Let’s merchants promote their brands abroad. Gives consumers a reason to use their mastercard.
  • Works well on all devices – same experience on phone and on desktop [yup, i’m sick of getting less content via mobile phone]

Early Inspirations by Jordan Casey, CEO, Founder, Programmer & Designer, Casey Games, Ireland #ESOMAR #MRX

esomarLive blogging from #ESOMAR Congress 2014 in Nice, France. Any errors or bad jokes are my own.

Early Inspirations by Jordan Casey, CEO, Founder, Programmer & Designer, Casey Games, Ireland

  • Founded 3 companies so far  [so far HA HA HA HA HA!]
  • Wanted to make his own games, thought it would be fun, read a lot of books
  • Founded Casey Games in 2012
  • “Alien Ball vs Humans” Went to #1 in 3 days on iPhone. Apple informed him he was youngest in europe
  • Also created “Food World”; “My Little World” Puzzle game
  • Current project is “TeachWare” to help teachers manage attendance, exams of students, different from games, His friends don’t like that he’s helping teachers, it’s free/ad-based
  • Doesn’t use a lot of encryption in games but makes sure TeachWare is protected
  • Social networks are fun, but facebook isn’t so big. snapchat is more convient and fun. Instagram is the next big thing.
  • Mobile is the future of everything. Desktops will die. You can do everything on mobile.
  • Being a young entrepreneur – lots of good and bad things about it
  • Good – has a headstart. Will have 10 years experience when he’s 24. Lots of publicity from the products just because he’s young. Gets to go to great places and meet amazing contacts.
  • Bad – it’s hard to work full time. His exams are affecting the business a bit. [laughter and applause from the audience]. he’s not always taken seriously. It’s hard to get staff, space, investments.
  • Studies 2 hours after school, business after that. plays with friends on the weekends.
  • When he makes games, he makes them for himself and what he likes. But teacher apps, he needs teachers and testers and surveys so he can find and fix problems. [“these survey things” as if it’s a strange concept 🙂 ]
  • His teacher had a big black book with all the info and she lost the book one day. He wanted a more secure version for her online.
  • If you could do whatever you wanted, why not do it now.
  • What’s a good game? Fun, no boundaries
  • Can he make games to attract teenagers ten years from now? Hopefully he will still like to play games, but it won’t be as easy. He has an advantage now because he is a teenager.
  • What do you want to be when you grow up? Stay in software and computers. May not go to college. Wants to set up in London. Still make games and apps. Keep starting companies. Keep doing what he’s doing.
  • What’s your view on virtual reality? Oculus rift is really cool, wants to play with one. Not sure if he’ll expand into that but would consider collaborating on it.
  • What did you think of being asked to speak to ESOMAR? Grateful, gets to connect with supportive business people.
  • Who/What inspires you? Kinda like Steve Jobs stuff, read all his books, interested in how he set up his company in his garage. Bill Gates too.
  • Parents didn’t really understand in the beginning. Thought he was playing not making and they restricted his computer time. His teachers told his parents what he was doing. His parents come to the conferences with him.
  • He doesn’t talk about the people who screwed him over. [GREAT philosphy]
  • How many job offers has he gotten? A few, did a few internships over the summer. Got a lot of support and advice.
  • What’s it like to have people work for you? Collaboration is important. You can’t do everything yourself. Good at programming but he’s not the best at design. Looking forward to be a proper CEO. It should be fun.
  • Takes more time with each project now. More conscious of quality and competitors now.
  • How are friends affected? Friends think it’s cool when he’s on TV, they’re jealous. Always give him ideas for games. Not into girls yet but hopefully….
  • What is the future of games? Mobile is going to be everything.
  • What drives you to start your own business? Interested in how things work. It came naturally. Always wanted to start a business. Sold his own toys on the street for money.
  • Is it fun to play his own games? Plays sometimes. But he knows they’re really hard. He tests them out on his friends. Programming is fun. Fixing the bugs is fun and is a game itself.
  • Would you become a professional footballer if you could? Maybe do both but really likes applications, startups.
  • His contacts like Adobe and Apple tweet and social his apps for him.  Has twitter share buttons inside the app so you can share.
  • [What a nice down to earth person. And he’s wearing a hoodie. that’s what I’ll wear next time I present  🙂 ]

Thank the Weirdos for Product Breakthroughs #ESOMAR #MRX

esomarLive blogging from #ESOMAR Congress 2014 in Nice, France. Any errors or bad jokes are my own.

How Success Stories from the Past can Inspire Future Innovation: Reviewing new product launches in the US and Europe by David Hood, Nielsen, UK, Marcin Penconek, Nielsen, Poland

  • Talking about Milka Choco Supreme [HA! I bought these for the first time ever yesterday :)]
  • They had to increase visibility of this new item, thought about equity transfer. This product is one of many things they launched over a two year period.  Total franchise increased by 100 million Euros and they penetrated new consumers.
  • How to find the winners, the most important innovations. First look at relevance – year 1 sales of at least 10 million euros. Second look at endurance – 85% of year 1 sales had to be achieved in year two. Third – [couldn’t hear this one]
  • Of 60 000 SKUs, half died in half a year, only 24% survived the full year
  • There were 12000 launches in 17 categories over a couple of year – france, UK, italy and spain, plus the USA
  • Breakthrough success is not correlted with category landscape, growth, decline, small, large, didn’t matter
  • Beer has a small innovation focus, new items are 1% of category sales.
  • The brand winners are Belvita, Mucinex, Limearita, Meow Mix, zzzquil, Magnum, lays xtramix, milka, lucozade
  • Are some of these even innovative? Is lucozade lemonade an innovation or just another flavour? it reaches brand new consumers, image is not for fueling active life. initially launched as limited edition.
  • Breakthrough winners tend to source outside of the category. 45% is category expansion not from switching brands.
  • Look for small trends and chase that, not the existing category. Make a professional grade mainstream. Relieve people of unwanted trade-offs. Build a platform. New usage occasions. Meaningful secondary benefits. Stretch your brand.
  • International delight iced coffee – Consumers in coffee house want to drink inside and others want to take away. Take aways are often dissatisfied with the experience, didn’t like the line, cups spilling, getting their name wrong. The coffee house wasn’t delivering. Also, ice coffee has little to do with coffee – milk, sugar, syrup.
  • Must understand the reason for non-consumption. need to understand what consumers are looking for functionally, emotionally, and socially.
  • Breakthroughs don’t always require a big investment.

Nature vs. Nurture: Can You Change Your Innovation’s Destiny?: The impact of marketing on an innovation’s personality archetype by Helen Wing, Ipsos InnoQuest, UK, Lee Markowitz, Ipsos InnoQuest, USA
Lucy Balbuena, Ipsos InnoQuest, France, Paul Crowe, Ipsos InnoQuest, USA

  • Clients want to innovate with certain personalities. Me or we people?
  • Formed 12 brand personalities: Three are Winners, Good Starts, and Underpriced
  • Some personalities have a better chance than others – Promising – Winner, good start, underpriced. Inspiring – Breakthrough, Atypical. Depends on strategy – Me too, niche, value, premium. Handle with care – Unconvincing
  • Look at relevance, believability, and differentiation
  • tested product that cleaned the dishes and the dishwasher – people didn’t really believe it
  • Tested petroleum car that was environmentally friendly – people didn’t see it as relevant, it’s been around a long time
  • Tested disposable cutting board to avoid food contamination – People didn’t believe it and it wasn’t relevant
  • Tested fast food chain – 28% me-too and 20% unconvincing, much more than norms database.  THey had better success in restarts.
  • Companies will have different personality that do not align with their strategy
  • Companies vary on ability to do it. don’t all have the same commitment to nurturing innovations.
  • Most success nurturing breakthroughs to good starts or winners. Me too ideas to good stars or winners. Unconvincing ideas to breakthroughs.
  • The dishwasher product, they marketed how the product works so that believability would improve.
  • Nature and Nurture matter. It depends on your personality and what you’re good at changing.
  • [Lee played a bit role in getting me started in my career. Statisticians ROCK! Thanks Lee 🙂 ]

A Disruptive Value Proposition: Interconnecting consumers, brands and a retailer via market research by Patricia Flores, Reperes, France, Stéphane Gautron, Carrefour Management, France

  • 2/3 of launches fail despite pre-testing.
  • Consumers recruited online or in the store, but they register online as part of a community. Recruited 300 000 people and nearly 2 million interviews. Tested 1800 products and 400 brands. They pick a product they are familiar with, share ideas about it, get a coupon, do their shopping basket as usual, and pay for everything. Then they use the product at home and answer questions about.
  • The IHUT includes the brand AND the retailer.
  • The full ecosystem benefits every partner. Consumers get the product for free and they get to access other consumers evaluations. [This is great! People want to see the results!] And they get to particiapte in games and animations with the community. [This would turn me off. I’d quit that study PDQ]  People say sometimes they won’t try a new product because it’s so expensive.
  • They put little signs on the shelf in the stores so people know they can test a product by joining the community.   [LOVE THIS! imagine how it would make people love MRX in North America!]
  • They can benchmark the results against all the other products, and get profiling of their best consumers.
  • The test itself creates buzz and this can feed the brand site or facebook.
  • Retailers benefit too because it improves loyalty of customers who want to get the product at YOUR store.

The Talent Contest: Young Researcher of the Year Award Finals #ESOMAR #MRX

esomarLive blogging from #ESOMAR Congress 2014 in Nice, France. Any errors or bad jokes are my own.

These are the three finalists in the talent contest

Measuring Emotions: Automatic Quantification of Emotions on a Huge-scale using Webcams and the Cloud by Daniel McDuff, Massachusetts Institute of Technology, USA

  • IMG_2476[1]Measuring via surveys misses some aspects including emotions, you can capture visceral responses, facial responses
  • Used webcam to capture people watching content in a natural environment – their living room. Have collected hundred of thousands of responses now. Have looked at how these measurements predict marketing effectiveness. What makes people share a video?
  • These approaches are quantifiable and automatic.  Simply need a camera on a laptop, tablet, or phone.
  • Look at eyebrow raises, smiles, smirks, nose wrinkles, upper lip raising; Extract blood flow, heart rate in skin by looking at colour changes
  • Can do it over the internet, globally, every country around the world from your desktop
  • Accurate predictions of ad likability [is it better than other methods, more useful than other methods?]
  • Measured 170 ads – More accurate than self-report alone
  • 2012 US election campaign – evaluated responses to the debate, collected data in real time, in 24 hours from debate time they had thousands of reactions that couldn’t be got in a lab
  • Use it to rate online courses – which parts of lectures are boring, too complicated and frustrating

The Motivational Science of our Constantly Connected World by Juliana Smith Holterhaus, Lumi, USA

  • IMG_2480[1]FOMO – fear of missing out if you don’t have your mobile device
  • Why do we feel the need to constantly check out devices? How does this impact our well-being?
  • Motivation science: Prevention – concerned about safety and security; Promotion – concerned about gains and advancements
  • Regulatory mode: Assessment – what is real and true; Locomation – maintain movement, sometimes for the sake of change
  • Collected passive data – number times devices accessed, apps opened, length of time online and apps used
  • High assessors want to know what is real and true and they access deliberately far more often than anyone, the device is a resource for fulfilling motivations of acquiring new information
  • Low Preventers feel they are being bad at being vigilant and use devices to help them be vigilant. It improves well being for them. It’s not neurotic and compulsive as we think
  • “Alone Together” Book about connecting with people around the world but forgetting the person sitting next to you [NOT true, i’m tweeting with the person sitting next to me 🙂 ]

Bringing The Invisible To Light: Researching the homosexual community in India and cutting through the social stigma by Pallavi Dhall, IMRB International, India

  • Suicide because they are gay – this is a reality in India. Culture does not accept it yet.  #HomosexualityIsACrime. [This is infuriating!]
  • IMG_2482[1] Must stay in the closet as they are seen as criminals
  • We can’t NOT talk about this
  • MSM – Men who have sex with men
  • Stigmatized, mockery, discriminated against, vulnerable, prejudiced – many programs have been unsuccessful because community is too frightened to be noticed as part of a program
  • How do you reach 1650 hard to reach MSM – not registered as part of programs or services
  • The effeminate men are easier to see but their partners can blend into the regular culture much easier. Very hard to find them.
  • Forget probability sampling. Huge privacy concerns. Snowballing is not representative, limited control, and skewed. It is convenient and practical.  [Delighted to hear someone talk about less than stellar methodology. THIS is reality.]
  • Used instead respondent driven sampling – #RDS. Peers do it better, seed selection, coupon allotment, dual system of incentives. 3-4 coupons per participant.
  • can estimate network size, greater control, more representative, more external validity
  • Physical space for interviews was a challenge. Lots of resistance from neighborhood that didn’t want MSMs near them.
  • could not take names or details so they used optical scanner and fingerprinting. Not mandatory but still interviewed. Used to track risk behaviours over time.
  • Informed consent was a mandate. Everyone had to be trained and certified.
  • #RDS works in a close knit community. Artists, Auto research, weight loss clubs, financial services, surrogate buffers

Winner of the Young Researcher of the Year Award is….Pallavi Dhall. YAY!!!

IMG_3381[1] IMG_3395[1]

Should you really screen out non-users? #ESOMAR #MRX

esomarLive blogging from #ESOMAR Congress 2014 in Nice, France. Any errors or bad jokes are my own.

Going to the Edges for Inspiration: Why it’s right to talk to ‘extreme’ consumers even if you are a mass market brand by Elaine Ho, Sense Worldwide, UK
Jacky Parsons, Sense Worldwide, UK, Jayne Hickey, PepsiCo, USA, Marlene Cohen, PepsiCo, USA, Nick Graham, PepsiCo, USA, Tom Lilley, Sense Worldwide, UK

  • What inspires you to get up every morning?  [um, SQL coding? is that the right answer?]
  • They like to talk to consumers who have extreme opinions – in the case of Korea, someone with a very relaxed attitude when everyone around her dresses more formally
  • “Inspirational” pair of shoes was grubby and ripped – for this brand, the grubbier the better as it expresses who you are. And, the laces were fully tied, permanently – she cut the shoes in order to slip the shoes on and off quickly as she entered the house. Consequently, they designed shoes with zippers at the heel or an elasticated back.

  • Extreme consumers unlock insights and provide inspiration [is an extreme consumer someone who doesn’t care about fads or what their friends do and does what they individually like and want?]
  • 3 types of extreme consumers, not mutually exclusive [a point no one ever makes about their segmentation]
  • Type 1 – extreme users or non-users – lovers or rejectors, don’t screen these people out [people doing your research will love you!] For example, bare foot funners for a sneaker brand, why did they stop wearing runners, what are the benefits of running barefoot?
  • Type 2 – the expert user – Their role in life gives them an affinity of your brand, they may not use or be aware of your product. Soldiers are experts in armaments and warfare, but also in standing around for a long time, taking long hikes in horrid footwear, blisters all the time. Women wear high heel shoes [i refuse to call 4 inch heels shoes, those are decorations!].
  • Type 3 – leading edge creative consumer – at the forefront of trends, passion and imagination to co-create solutions. These are the people they want for the pepsi now network.
  • Built a community of 50 people around the world. Wanted a community that was an extension of their team. Use these folks at the beginning of the process, not at the end to check if your work was crap or not.
  • Let them advise on music, storyboarding, casting, packaging before you even start building the advert.
  • They bring the community offline to brainstorm and problem solve one on one with the marketing team. They actually pitted the marketing team against the community.  The community had a very different perspective than the marketing team. They recognized a disconnect and it disrupted the agenda for the rest of the day.
  • Took two years to do and they failed multiple times along the way.
  • Extreme consumers live in the future, they are canaries in the coalmine. They represent the aspirationso fthe mainstream.
  • [How do you innovate a drink, pepsi? Honestly, I’d like to know. More sugar, less sugar? Bigger/smaller can? But I do very much appreciate the message.]
  • [You’re over time. I think you owe everyone a mooncake!

The Way of Insight Beyond Technique: Creating an insights culture to inspire transformation by Melissa Dagless, Shionogi Limited, UK, Takashi Takenoshita, Shionogi Limited, UK, Vivek Banerji, Insight Dojo, UK

  • Do = The Way
  • Waza = Technique as art
  • An insights culture creates better business decisions, inspires people and makes them happy
  • Had a new menopause prescription drug that wouldn’t be free for people. Price was a big barrier for the doctors
  • 5 practices to follow in insights projects
  • 1) Receptive mastery – Picasso drew a simple bull after many drafts, it looks easy even though it required a lot of skill. In this example, women are afraid of hormones. The impasse prevented adoption. [LOVE the video which used an effect to turn real video into line drawings thus masking the people]
  • 2) Co-creation – it’s not insights work, it’s starting at the very beginning, at the time of the initial decision, in their case, they role-played doctors
  • 3) Mindfulness – medication is becoming mainstream, we love words like empathy, observation, sensitivity, immersion [shout out to Irrational Agency] – Cognitive, Emotional, Concern.
  • 4) Pick ideas from any industry not just social sciences. Why not reduce pages and pages of charts
  • 5) Strategy – You can debate whether Steve Jobs used research of not but he sure did use strategy
  • Barriers –
    • outside the job description,
    • lack of conviction, lack of skills knowledge or conviction,
    • politics and heirarchy,
    • band wagon effect
  • Need to define vision and values – Essence, values, promise, and brand personality
  • “The WOW book” – ways of working [I’d love to see their book!]

  • One rule – no ice cream in the back room – i.e., why are you fooling around behind the mirror when your focus group people are spilling their guts out? This is not a time to taste the m&ms. Pay attention.

Research That Sparks: Methods to make market research more inspirational by Annelies Verhaeghe, InSites Consulting, Belgium, Natalie Malevsky, Telefónica Digital, UK, Thijs Van de Broek, InSites Consulting, Belgium

  • Fastest rise in communications has been text based, but the future is visual.
  • Impact of communication: 7% is words, 38% is tone of voice, 55% is facial expressions
  • Set up a consumer consulting board
  • Inspirational research does not give answers
  • Privacy was discovered to be an important topic. They did not give answers, they turned this into questions. How do you want to be perceived in terms of privacy?
  • Consumers have a hard time imagining their future – why would you adopt video communications, can you answer that? [easy, instant easy always working access. that would do it]
  • Barriers – if I watch tv virtually with my friend, do i watch the TV or do I watch the game on TV

Insights to Bring Brands A.L.I.V.E.: The challenge of generating and leveraging insights the Pernod Ricard way by Florence Rainsard, Pernod Ricard, France, Kim Gaspar, Pernod Ricard, France, Mark Whiting, Added Value, France, Nathalie De Rochechouart, Pernod Ricard, France

  • Aim, Learn, Insight, Voice, Energize – Insight brings passion brands to life
  • Pernod Ricard – Share our products with your friends, it’s not just bottles and liquids, it’s part of everyone’s life, every party, alcohol is an integral part of parties and life, “Make a friend a day”  [makes me wonder – does anyone market to introverts? — enjoy this chocolate by yourself, don’t share with anyone]
  • [Sigh, this focus on alcohol being the only way to enjoy life is disappointing. Is it not possible to be happy and have fun other ways?]
  • Entify brand – people often treat brands as human beings that care about them
  • ALIVE gives people an insights tool [wow, everyone’s got an acronym for their ‘unique’ process now]
  • Scoping, Consultation, Prototyping, Trial and review, Apply
  • [Apologies for the less than stellar blogging, busy arguing over newbies in #MRX on twitter]

Tracking the Footprint of the Digital Consumer #ESOMAR #MRX

esomarLive blogging from #ESOMAR Congress 2014 in Nice, France. Any errors or bad jokes are my own.

Tracking the Footprint of the Digital Consumer: A global benchmark for consumers’ habits across web, mobile, GPS locations and social media by Heather Dougherty, Experian Marketing Services, USA, Maria Domoslawska, Research Now, USA, Mark Canada, nGame, USA

  • IMG_3355We used to think that personalized advertising a la “Minority Report” were crazy but now it’s possible
  • Your device says a lot about who you are, Your social media profile is freely available data that says everything about who you are, it includes your mapping searches, your online shopping, your chatting and liking, and more
  • People can be segmented into bargain seekers, travel seekers, sports enthusiasts, professionals, fashionistas, techies, foodies, luxury people, fitness people
  • Now we can track behaviors on your PC, on your mobile phone, as well as use mobile diaries, GPS devices, apps, and of course surveys
  • They mapped shopping trends over 2.5 years using surveys, web tracking for four different countries.
  • The search terms were the main drivers to help define topics, scope, and time for the two studies.
  • Shopping times peaked around Christmas the most in the UK, then the US and Canada, then Australia
  • In the UK, luxury mattered travel mattered but as shorter and more frequent trips. Australia tended towards much longer trips. Canada traveled the least. USA folks made the most trips.
  • RNEvery hotel attracted a unique type of traveler – need to create unique messaging for each
  • Similar travel apps were used in different countries but they ranked very differently. Communication was always a top concern whether it was a business or leisure trip. This is always a good time for a brand to interact with a consumer.
  • 40% of people said they actually liked the crowds around holiday shopping
  • on biggest retail days, only 4 out of 10 purchases were planned – massive opportunities for retailers to engage with consumers. The early opening hours drove traffic to the stores.
  • Mobile was central to their shopping journey, but the black friday spice was completely different in 2013 compared to 2012, vastly higher shopper in 2013
  • The best time for online communication was thursday in relation to black friday, and monday in relation to cyber monday

Brain tricks and insights without interviews #ESOMAR #MRX

esomarLive blogging from #ESOMAR Congress 2014 in Nice, France. Any errors or bad jokes are my own.

FUEL FOR THE MIND | BRAIN TRICKS: An action-packed session of scientific experiments and brain tricks to demonstrate the power of the consumer’s unconscious mind… as well as your own

Escaping the Chains: How Our Unconscious Limits and Frees Us …and how to measure it in market research by Elina Halonen, The Irrational Agency, UK, Leigh Caldwell, The Irrational Agency, UK

  • IMG_3347Our mind needs to make reasonable approximations to understand the world
  • Early humans trying to survive had to take everything that was available right now because they didn’t know when the next piece of food would be available, but that doesn’t serve the modern world very well
  • We’re headed into an interactive demonstration with folks on their online devices
  • Leigh is blindfolded and tied up on stage – he has minimal senses available to him, just as the human brain does all the time
  • Would you rather pay  77E in one month or 100E in 2 months [people are now answering on their devices] – People are willing to pay twice as much for a sofa to defer payments on it
  • Would you be willing to pay 15E for a certain bottle of wine? People who were born in the last half of a month were willing to pay more than people who were born in the first half of the month.
  • [Leigh is still tied up but now he’s allowed to stand up]
  • Another interactive game – how does ESOMAR compare to the Russian government – audience believes ESOMAR is more innovative than NASA, and more strict than NASA
  • [Poor leigh is still trying to talk while tied up and with chains on his hands]
  • Two donation boxes were outside at reception and outside this room – one had flowers on it, one had a pair of eyes on it.  But so far, no money in either box. [What will happen now?  🙂  ]
  • Moving a signature line from the end of the tax form to the beginning of the tax form made people more honest on their taxes
  • Sometimes, the easiest way to solve a problem is the easiest way – just ask people.  But we need to listen to people a lot more carefuly than we normally do.
  • 80% of people think BE is the future. Less so for Neuroscience, semiotics, or gamification. Poor semiotics was last.  People who respond faster are more confident.  People are very confident about gamification – they believe it will work or it won’t work.
  • Need to understand limits of our brain, our myopia. Use the right method for the tool – not everything works with implicit methods.

Cultural Anchoring: Solving brand architecture complexities by Julian Dunne, Cricket Australia, Australia, Neale Cotton, The Lab Strategy & Planning, Australia

  • Cricket is loved in australia, there are many local sayings related specifically in Australia
  • The cricket brand is rooted in the traditional 5 day format so they introduced face paced cricket, 20/20 cricket in order to attract more younger women
  • Used cultural and semiotic analysis to determine how their four brands of cricket met the needs of Australian people
  • “Daz” not Darrel, “Juz” not Justin, “Gaz” not Garry [I’ve heard these strange aussie people shorten everything!]
  • Decided to code “Australianess”, their core ideal is egalitarianism
  • semiotic 2 by 2 square recognizes convention vs inferiority
  • Strength and hard work is one quadrant – hard, tough, steely, determined, unforgiving, dour, keep going, toil, blood sweat and tears, hold the line
  • Casualness quadrant – mates, chilled, glass half full, she’ll be right, no worries, colloquial, sweet, hang out
  • Rebel and free spirit quadrant – stuff it, , flair, no boundaries, do as wel please, youthful spirit, exploration, adventure [sorry, slide flew by there so I don’t have the words]
  • Ingenuity – clever, outsmart, outwit, creative, brilliant, different thinker, one out of the box
  • cricket can be played anywhere, by anyone, at anytime, with just a stick and a garbage bin – it represents equality, doesn’t discriminate on age, affluence, athletic ability, everyone gets to play all positions
  • Cricket requires a lot of hard work and concentration all day long – STRENGTH, It requires you to earn your way to access – HARD WORK
  • Each of the four subbrands fit perfectly into the four semiotic squares
  • It’s not just managing the spirit of the game, it’s the spirit of the nation

Free Space: Using open data for retail location analysis by Darren Fleetwood, Oxfam, UK

  • Most people can’t get a hold of most data
  • Only half of world’s data has been analyzed even though it could be useful [really? i can’t believe we’ve analyzed that much of it. I’d believe 0.001%]
  • Open data is free to use, reuse, and redistribute
  • $345 billion will be added to EU economy through open data
  • Use open data to map London traffic densities [THAT is cool and useful]
  • Now anyone can do what only governments could do before – ditto for charities and small businesses
  • Problem – cataloging available relevant data is time consuming, access it patch particularly at a global level
  • Problem – Just because you can access data doesn’t mean you can do anything you want with it
  • Problem – what is the quality of the free data [that’s why social media research can’t be free]
  • OXFAM is UK charity with 600 shops that raise money for various projects – what affects the shop sales, where should they put new stores
  • they reused existing survey and focus group data [it’s about damn time someone did this!!! ]
  • It. Cost. $0. – Most important slide.
  • Gathered piles of demographic data, revenue data, geography data, other retailers in the area
  • Used OpenStreetMap – the wikipedia of maps, volunteers generate this data, map points double every two years, coverage is very UK and germany, better in urban areas
  • used property prices from Zoopla – allow a certain amount of free access
  • Mapped each shop area, found they did better in younger, urban, higher social grade areas
  • They identified potentially underperforming and overperforming stores
  • Don’t simply assume high revenue means a shop a doing well and vice versa
  • First time they got a clear picture, caused a re-evaluation of what a successful location looked like
  • It helped identify a new group of younger shoppers – they thought their clientele was just older people

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The MR Inspiration Den – 60 Seconds and 12 Sales Pitches #ESOMAR #MRX

esomarLive blogging from #ESOMAR Congress 2014 in Nice, France. Any errors or bad jokes are my own.

THE MR INSPIRATION DEN: Watch our sponsors and exhibitors go head to head in the MR Inspiration Den. They have 60 seconds to dazzle the judges and gain their vote to make it to the next stage…… Who will be the winner?

Judges – David McCaughan, Pravin Shekar, (one more person, missed the name)

  1. Chris from SSI – PowerPoint slides listing basic products, services, employees.  C
  2. Mark from Bilendi – PowerPoint slides of basic products, services. One cute slide with his face pointing to data sources. Finished exactly on time. C
  3. Val from Toluna – Reading a bit from notes. Powerpoint slides, standard products, services. Over time. C-
  4. Craig from C&C marketing – Very much reading his notes.  Standard products and services. Forgot to show his slides. D
  5. Terry from Confirmit – Tiny font on his ppt slides. Spoke about issues not products.  Over time. (Lost the C+ due to over time) C
  6. Steve from MarketCube – Tried a little french and failed MISERABLY. Spoke of issues, speed, quality, fairness. Over time. C-
  7. Rudy from Dapresy – Told a story, spoke of issues. Spoke in a person to person style. Spoke of products in terms of how useful they are.  Over time. B-
  8. Pascal from Klee Group – Tried to tell a story, spoke of using not just services, read his notes. Over time. C-
  9. Alistair from onDevice – Told a story with a few words about the products. C
  10. Rolfe from RealityMine – Showed video of the product, explained how data is used. Over time C
  11. Dimitri from CoolTool – PPT slides listing services, introduced new products and their pricing, Order now! Got a little chuckle from the audience. B-
  12. Tony from SampleAnswers – Read his notes. Defined a sample and sampling. Got several chuckles from the audience. Over time. B  WINNER

My apologies for the harsh grades. I was REALLY hoping for some creative presentations but everyone simply read their notes or described their products. Boy, us researchers need to learn to be more creative. Get a ukulele people!  🙂

Seeking Inspiration in Silence: Conducting research without asking questions #ESOMAR #MRX

esomarLive blogging from #ESOMAR Congress 2014 in Nice, France. Any errors or bad jokes are my own.

New ground research: ‘Power of Laughter’: Measuring the effectiveness of comedy in generating positive audience engagement by Christian Kurz, Viacom International Media Networks, USA, James Guerrier, Viacom International Media Networks, UK, Jo McIlvenna, Jo McIlvenna, UK, Julia Lamaison, GfK, UK

  • Laughter helps you make friends, improve your sex life, make you healthier, makes you happier, more feel optimistic, more outgoing
  • Two thirds of people say they are very happy, more in mexico and south Africa, less in Italy and spain
  • Over half of young adults laugh multiple times per day
  • Heavy laughers have 50 more facebook friends
  • Comedy Central are more likely to be heavy laughers
  • Want to move beyond self-reported measures of laughter, Move from respondent recall to measureing it passively à Facial coding
  • Humour in advertising makes people respond to it in a more positive manner
  • People had trouble showing their faces on a personal web cam, some people were showing their pets in hopes their emotions could be captured as well
  • Collected 12 million measurements
  • Funny content generated more engagement than serious content
  • 57% improvements for ad effectiveness when using humour
  • Don’t need to ask people to recall what they have watched or ask them questions

Research application: Human Beans – Understanding the coffee consumer without asking a single question by Tobias Wacker, BrainJuicer, UK, Vanessa Oshima, The Coca-Cola Company, Japan

  • They failed miserably the first time they used the method
  • ‘Big data’ – everyone says they’re doing it, no one is really doing it – Like teenage sex
  • Digividuals – a bot that collects data online to make the data more human
  • Their timeline was impossible, The client wanted to use their own panel, client didn’t really understand the tool, decided to learn as they went because it was COKE afterall, who says no to coke?
  • Turned out the dataset was too small, there was no texture to it, the timeline was too tight so they ended up writing a crappy report – they learned nothing new –> they failed spectacularly
  • But they learned a lot from their mistakes
  • No clarity on the use of the outputs – they didn’t know whether a data person or a business person would be using the data
  • Didn’t understands strengths or weaknesses of the tool – they used a screwdriver on a nail and tried desperately to make it work
  • They didn’t raise the flag soon enough
  • They didn’t have realistic timelines for a brand new methodology, new methods need buffer times
  • Vendor knew they had a good tool but the client hated it. The vendor asked the client if they would try again but do everything right – use the tool as designed, define the problem correctly, understand it’s a beta test, set the right expectations, use realistic timeslines
  • They agreed to share the risk, share half the costs, They don’t believe you should do things for clients for free [YAY! I wrote on post on working for free for HuffPost. Have a peak here.]
  • [How refreshing to hear about the failures. We ALL fail and are quiet about them. Why not help everyone learn from them.]

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