Live note taking at #IIeX in amsterdam. Any errors or bad jokes are my own.
- Scent goes directly to the limbic system in the brain, the only sense to do that, hits the emotions directlyfr
- Fragrance is hard to shut down because you must breathe, it’s hard to not smell something but you can not see or not hear something
- Companies that have the sense of smell right make a difference [i do buy shampoo by smell, kids shampoos are the best!]
- M&Ms don’t smell so they need to use other emotions
- Consumers need scent but this changes over time, it’s not a change of needs but rather a stacking of needs, we don’t talk about the old needs, the table stakes, but they still need to be there
- Think about laundry detergent, conumsers touch the fragrance at multiple point from shopping to hanging up to sleeping on; this is all very different for hand soap; its not a strong clean now, its a care for hands
- Think about how the fragrance is released, eg the sun releaseing scent from drying laundry or fragrance released with high temperature of iron or only released during active body ovements [when you sweat?]
- Three parts – gather data, analyze data, impact with data
- Used to spend 95% of time gathering, 5% analyzing, 1% impact (the debrief)
- We need to change this balance to 40/30/30 – how do we do this build a new S curve
- Affinity for action, need to collaborate with consumers partners and internal team, need to to deep need discovery, need to story tell and visualize
- Need to use bold imagination, simple stories, and step outside of your world
- For 5000 years, we were horse riders, it made a lot of sense to work in the horse business, you know what happened after that
- Think of a world without electricity, we would be chopping wood within a week, you’d be walking everywhere (I’m good then!), but we don’t even think about it
- Why does shampoo smell like fear to me, shy do we use shampoo every day since it was only invited in the 50s, shampoo will collapse someday
- Science says its not great to wash your hair everyday, about half wash their hair every other day
- What is the outsider’s perspective, what if there iesn’t electricity or shampoo
- Let’s consider that the unthinkable is inevitable [i love this idea, how often do you do this?]
- We must pick up on the signals, if kids are wearing masks because of pollution what should the detergent companies do? Focus on freshness, teh grandparents know what nature smells like but the boy does not, he would change his clothes a lot because they smell, companies can share fragrances with him that he doesn’t know
- Be prepared and know where to look
- Technology lets us travel around the world physically and digitally, we have a fascinating future because of technology
- When products and services collide with human behaviour
- Micro emotions, emotional granularity, and emotions as the gateways to relevance
- Products evoke more emotions than we realize
- Top of mind products are the tip of the iceberg, unconsciously they influence our preferences
- A Fitbit make syou feel curious, then you learn all of the things it can do, then you wonder can it help your health, then you realize how bad your health is, so many emotions along the way, how many emotions do you have about one product
- Holistic experience scan, a panel of people who understand all the detailed emotions and know how to map them and score them
- Emotional life is diverse, worry, confusion, anger, contempt, guilt, disgust, hate, sadness, anxiety, reluctance, doubt, etc
- Researchers are often interested only in the positive emotions
- Created formulates to generate specific emotions for flight attendants about to go in the air, showtime curtain to create anticipation, nature section to encourage care
- Emotions reveal our deepest needs and values
- Can you ask and receive or should you instead focus on values and aspirations, learn about their deep needs
- Used the method with viewers and a news show, learned that the content of the news item need to guide the presentation of the format, let the newscaster be the guide not the teacher, other news shows are now following suit
- they have a list of 24 positive emotions
- Can you choose pretty visualization or functional visualizations, can you have both
- Is the purpose of the chart to look pretty or communicate the insights
- [oh, first use of Alexa] ALexa responded to the research question, we can interact with data via voice [oh, imagine giving your client an Alexa instead of a dataset!]
- [i look forward to the day when live demonstrations just work and you dont question it ever]
- Video will soon be the vast majority of internet content and in many ways its inaccessible
- How do we get from massive video content to shorter accessible video
- How do you beat one very articulate and passionate consumer so why don’s we use video more? Because it’s painful to gather and curate
- Half of executives would rather watch video than read text
- If you use video just to answer an open end question then you’re missing something
- Video is more than a 2 minute highlight reel or talking head
- How much time have you spent collecting data and how little time have you spend Rudly analyzing it, we can automate the collection part so we can spend more time on the analyzing part
- Analyze layers of data including speech or sentiment, facial emotional recognition, tone of voice recognition, Extremely useful at scale
- Use video to understand how long different cultures brush their teeth, how different they brush their teeth
- How people feel about preparing dinner, conversations during dinner, and treat these as datasets
- Understand emotional spikes by demographic groups
- What happens to social media listening when we switch over to video?
Why. Tell me why.
I know it’s not because the speaker organizers didn’t try. I know it’s not because there aren’t qualified female speakers. So what it leaves is this.
- Women think they aren’t qualified (Sorry, there are plenty of qualified women)
- Women think they have nothing new to talk about (Sorry, women have plenty to talk about)
- Women are too busy (Sorry, you’re no busier than anyone else)
- Women are terrible speakers (Sorry, you’re no worse than anyone else)
- Women aren’t submitting speaker proposals —- Well?
- Women are turning down speaker requests —- Well?
So ladies, the next time a request for proposals comes around, submit a proposal! Think about that awesome project you just worked on and turn it into a presentation. Ask a great speaker to mentor you so you feel more comfortable as a speaker yourself. Make the time to do it. It’s good for you and your career. Diversity comes in all forms and you are one of them.
Submit. Speak. Make me proud. 🙂
It’s possible that I’ve attended too many conferences in the last few years as I have witnessed more terrible presentations than I would have ever wanted. If you are eager to make it to the top of my WORST PRESENTATION EVER list, here are a few tips to follow.
- Dress to impress. Pick out your crappiest jeans and throw on a wrinkled shirt. This will show everyone that you’re far too important to care how you look at such an inconsequential event like this.
- Do a sound check as soon as you step on stage to begin your talk. This is necessary because the sound team generally forgets to monitor the sound of speakers and they need you to remind them.
- Stand directly behind the podium with your hands firmly clasped to the edge. This way, you will appear in complete control of the podium. Your power and importance will be obvious. And, you will be perfectly positioned with your face hidden behind the microphone .
- Read your speech. Everyone knows that grammar is important. By reading your speech, you will be assured that no one can judge you for misusing a verb tense or uttering an incomplete sentence. Grammar nazis are everywhere.
- Mention your company name not once, not twice, but at least 20 times. People won’t know which company to rush over to and shake their money at if you don’t remind them every 30 seconds. Say things like, “At Company A, we believe that…” and “We used our own high quality research panel, Panel Awesomeness, to conduct this research.”
- Reference your work with as many important people and companies you can. Some people call this name dropping but they’re just jealous. They know that it’s proof you are highly skilled. Specifically, mention a project you plan to conduct with Stan or Diane or Pinterest or Apple. Be sure to refer to people casually so we think you are personal friends with them, and not just picked out from the article you read this morning.
- Use a laser pointer to highlight points that should have been obvious without a laser pointer. Because lasers are cool.
- Let people know that you aren’t good with numbers and your data guy can get back to them if need be. It’s good to show you understand your own weaknesses especially if you don’t want to bother to improve them.
- Be sure to choose good colours in your prezzie. Focus on complementary colours such as red font on green background or yellow font on blue background. They aren’t called complementary for nothing!
- Make sure to use 12 point font. Anyone who can’t read your prezzie from the back of the conference room is just too stupid to move to the front of the room and doesn’t deserve to read it anyways.
- Put equations on every page. It makes you look really smart so it doesn’t matter if people can’t read them due to fonts and layout.
- Don’t show any data. People aren’t concerned with details and they’ll believe everything you say anyways. Besides, numbers are hard to understand. [Insert whiny voice here.]
- Put clip art on every page. It doesn’t matter if you couldn’t find a picture that actually demonstrated the point. People love pictures!
- How women should ask for a raise if they don’t want to follow Microsoft’s CEO advice of Trust Karma (lovestats.wordpress.com)
- Interesting infographic: How your brain sees a logo (lovestats.wordpress.com)
- Missing Data: Whose problem is it anyways? (web.peanutlabs.com)
Enough already. I’m tired of presenters complaining that we show too much data in presentations and I’m tired of research users saying there are too much data in reports.
Data is massively important.
Without data, we would not be able to draw any conclusions. Without data, we would not understand consumers. Without data, researchers would not be able to independently determine whether they agree with someone else’s conclusions. Without data, there is no debate, no difference of opinion, no opportunity to become more comfortable using data, no opportunity to teach others about the use of data.
Data is not the issue. Data presentation is the issue. We need to learn how to choose the data points that best demonstrate the point we wish to make. And, we need to learn how to choose the chart that best presents that point. We need to stop choosing the first chart in Excel and instead choose the best chart, the best colours, the best formatting, the best labeling, and more. Easy and quick is not best. It’s lazy.
As part of your next presentation, INCLUDE DATA. For every single point you want to make. Write out a clear description of the point. Show me a clear representation of the data in a picture. And if you want to appeal to even more people, show me a audio visual component that brings the point to life. Give me all the factors I need to decide for myself whether I believe you. I’m not stupid and I don’t think you’re God. But give me all the pieces I need and I’ll figure it out for myself, perhaps come to the same conclusion as you, and then be impressed with your data.
We’ve gotten over the “DIY sucks” and realized that “Unskilled researchers” are the real problem.
Now it’s time to get over “Data sucks” and realize that “Poor data presentation” is the real problem.
- WAPOR Day 3: Margin of Error is too complicated to understand #AAPOR #MRX (lovestats.wordpress.com)
- When is a relationship not a relationship? #MRX (lovestats.wordpress.com)
- What Do Regression Models Indicate? #MRX (lovestats.wordpress.com)
- [classic Seinfeld episode – George decides to do the opposite and confess to a gorgeous lady he lives with his parents]
- The more data we share, the less engaged our audience becomes, less likely they are to act as a result
- be aware of the stereotypes people have before we even say a word
- We need to understand communications: Grab their attention, hold their attention, get them to act
- Grab attention
- Share something unexpected but relevant – not the dancing gorilla
- be authentic and connect by relating
- acknowledge the stereotypes- avoid the negatives and embrace the positives
- Hold attention
- share a road map to the presentation
- nothing builds credibility like someone else’s. quote people, use other people’s case studies.
- give timely real and engaging examples to demonstrate the value
- Move people to act
- through attention, engagement, credibility, simplicity, examples, logic and emotion
- demonstrate a passion and maintain an authentic orientation
- Decision making – Widen your options. If you’ve got options A and B, try to figure out what options C and D are.
- Reinforce your points with relateable examples outside research
- Be aware you may have biases going in to a project
- Research is a recovery process – admit your weaknesses, admit to your problems, don’t return to biased decision making
- Go beyond the research and demonstrate how it’s all for not without follow through
- Short term emotions tempt you to make the wrong decisions
- use a credible and alarming source that can grab attention, hold attention, and inspire action
- Don’t be overconfident about the future – “The future isn’t a point, it’s a range”
- [every research needs to watch the movie Moneyball]
- [Okay, the presentation wasn’t about funny as opposed to being about relateable. all good. 🙂 ]
- Why do people hate marketing research surveys?
- The Oscars of Marketing Research: Peanut Labs’ Chief Research Officer wins ESOMAR’s Excellence Award for the Best Paper
- How do people know your research company isn’t a scam?
- 22 things we care about more than privacy
- Why do people like marketing research surveys?
I always like to evaluate the speaker gender ratio at conferences. This is my first time at a World Association of Public Opinion Researchers, and so a quick check is definitely in order.
I’ve got the conference guide in front of me and I’ve coded the first names of all the first speakers for each paper. Given the much higher rate of attendance by non-English speakers, my ability to infer gender is greatly reduced. Since there are many names I am unable to code, my numbers may not generalize well. Here goes.
Of the 108 first names I could infer from, 47 were female names and 61 were male names. If you can’t divide 47 by 108, that’s 44%. In my books, that’s a slight bias towards male speakers.
At least one of these is the cause:
1) fewer women than men submit papers
2) women don’t brag enough in their submissions and so they aren’t chosen
3) women’s submissions are less likely to be chosen due to sexism of the judging panel, whether conscious or unconscious. (Everyone is sexist is one way or the other, be honest with yourself.)
If I had to guess, I’d say #1 is 50% of the problem, #2 is 45% of the problem, and #3 is 5% of the problem.
My presentation is the last thing between you and break/lunch/cocktails/dinner. I hear this at least twice in every conference. Guaranteed. It makes me think your presentation is going to boring and maybe I should just leave for the break now. Should I? It’s just not funny anymore.
I’m really sorry but I won’t be as awesome as the last presenter. This usually happens after a presenter who showed cool videos or played fun music or who was really animated on stage. It rarely happens after a presentation that was full of helpful and practical tips. I don’t know about you but I’d rather be the person who was practical. I’m not particularly impressed by fluff. Give me substance. Even if you’re boring as heck.
I know nothing about this technology, so you’ll have ask my IT guy if you have any questions. Wonderful. I’m supposed to take you seriously when you’re talking about something you don’t understand? Why don’t I just go talk to your sales person instead. Where’s the brownie? Know what you could say instead. “My colleague would love to explain that in more detail.” See? You don’t sound stupid that way.
I don’t understand all these numbers, ask my data guy. This is nothing to be proud of. If you don’t understand the numbers on your slides, you shouldn’t be presenting them. Take a class, attend some webinars, read some textbooks. Numerical illiteracy is nothing to be proud of. You CAN learn. I did. (Check out @ResearchRocks. Awesome training with a kind and patient person.)
To conclude, don’t criticize yourself on stage. Be confident, project intelligence, and the audience will respond.
“Where’s the brownie” is what I tweet when presenters are doing a sales pitch or have no content. If you’re a presenter, avoid the brownie! 🙂
Most market research conferences suffer from the same problem – old white guy syndrome. It’s hard to say whether women are less likely to be accepted as presenters or less likely to offer to be presenters. Either way, men are often much more likely to be presenters.
With such a large program, I just had to check whether #AAPOR suffered from this problem as well. My methodology is not perfect. I am unfamiliar with gender associations of non-Canadian names and so ignored all names that I didn’t recognize. I also ignored all names that could be male or female like Chris.
I ended up with 320 names that I was 99% confident with.
148 were women and 172 were men.
That’s 46.2% and 53.8%.
And you know what? That’s pretty damn awesome! Whatever you’re doing #AAPOR, keep it up!
- Should a panel be representative of the population?
- Humanizing surveys: Why did you screen me out after I told you my age?
- Economy or Healthcare: What matters most to Americans today?
- What is Vue magazine? Find every article here!
People attend conferences to learn new ideas, new processes, and to network with colleagues who share their passion. But don’t kid yourself by thinking presenters have the same intentions – they are their to sell their wares. This huge disconnect often means that presenters make some pretty serious mistakes when they take the stage and here are the top three.
Please don’t take pictures of my slides: The first phrase that pops into my head after hearing that from a speaker beginning their talk is ‘why are you showing them to me then?’ If your audience can’t FULLY engage in your presentation, and that means tweeting what you say, taking pictures of your slides and facebooking them, and downloading your fully available slides, then your presentation is not ready to give. Wait until every slide is publicly available so that you don’t disappoint your audience. It is not a ‘treat’ to be told that they are getting an advance peek. It is a disappointment that they can’t share it with anyone.
I’m late for another meeting: This is another insult to the audience. Yes, we know you are very busy and very important but so am I and I am sitting right in front of you begging for your attention. If you can’t dedicate time before and after your presentation to your audience, then do not take that speaking engagement. Ideally, stay the whole day. People will come up to during the day and tell you what they liked and disliked about your presentation and they will spark some pretty interesting conversations. Everyone of those conversations is a brand awareness conversation and a chance to share your expertise. Your expertise is what will result in a sale, not you rushing off to talk to the next person in your queue. Besides, your audience made time to stay the whole day because they knew they would learn something. Chances are that you don’t know everything either and you would learn something too.
I should tell you what my company does first: People don’t attend conferences to learn about the five year history of your company, your mission, your vision, or its product portfolio. Despite what you think, none of that will help them understand your presentation better and none of that will help you make a sale. All you’ve done is annoy people while you waste 5 minutes that could have been used to share more information. People go to conferences to learn about new ideas. If your idea is clearly and confidently explained with lots of good examples and lots of interesting insights, people will seek you out. They will go to your website and learn more about what you do. They will search for you after your presentation and beg for a one-to-one conversation. Your expertise and personal attention will result in sale
Dear women in research,
Your research proposal is weak. Your write-up is uninspiring. Your topic has been done before and someone else did it way better than you. You have have almost no experience in the field. You’re too shy, nervous, and boring. You’re not a good speaker. No one knows who you are. You aren’t a senior member of your company. You’re only a tiny company. No one cares who you are. These are all terrible reasons not to submit proposals to all of the market research conferences in 2014. If you want someone to encourage you, ask any of the 260 people in this group who will say SUBMIT YOUR PROPOSAL NOW.
Your participation is important to us
[This was a spur of the moment comment I made on the WIRe Facebook page. Please share it with all of your colleagues, not just women, not just people from minority groups.]