Minority Report: Collaborative Insight Synthesis and Immersive Storytelling by Mark Kershisnik #CASRO #MRX
Minority Report: Collaborative Insight Synthesis and Immersive Storytelling by Mark Kershisnik, Senior Director Global Market Research & Operations, Eli Lilly and Company
- from choppy understanding to uniform action – insights need to be really put into play, no point unless you use it
when we have an issue of not selling – we go off and say we need this new and that new all of which costs a lot of money
- let’s move from a bunch of people with a bunch of ideas to one uniform message
- eli lilly is a big pharma company with a big research component, lots of tech in all phases of the research work
- how can we speed up these insights
- we need to massively leverage technology, we need cross functional team member engagement, we need quantitative MRX and social media analysis and clinical data
- Ask: please develop the capability to aid the creation and capture of evolved human thought, and make it real time collaborative and virtual, and immersive would be really good too, and we only have this much money
- do you still use white boards and cameras to share information among employees? why aren’t you using massive high res touch display systems?
- explorer room – bring your FRIENDS into the room via technology, extensible, immersive, virtual; real time knowledge synthesis with contributor and participants knowledge; cloud connected, super computing enabled, product studio
- they record all the stories with customers, patients, physicians, payers, employees, you have a movie of what happens over the entire experience
- being in a room feels like like you can hear about it, see pictures, read about it , but you have to feel the emotion and experience the impact
- allows you to put a human face and human emotion
- everything comes together, all data, in one place
- The CLUE center is a window into the world, 7 to 10 projects per day, watching focus groups and IDIs around the world from this room, sometimes 30 or 40 people from every functional discipline watching
- try to do everything in the first person, don’t want to translate it into a powerpoint slide
- when people hear it directly from the person with the problem, it creates new perspective
- immersion environments let people see things, it occupies their entire field of vision
- enjoying a live feed from the CLUE explorer room right right now [think of all the CSI TV shows that flick the screens all over the place, yeah, like that, and more] See this Vine video
- collectively truly understand what people are going through by allowing everyone in the production chain to truly see what’s happening and how people feel
- saves millions in dollars in travel by so many people all around the world
- we’ll get to play with the tech over lunch time [people are going to love that. imagine all your social media outlets on a giant screen covering the entire wall. yeah, drooling 🙂 ]
- have converted to phonetically searchable [stunning!!!]
- Should a panel be representative of the population?
- Humanizing surveys: Why did you screen me out after I told you my age?
- Peanut Labs Ask-Me-Anything with special guest Kristin Luck
- What is a convenience sample?
- Behavioural Economics Can Finally Explain Human Behaviour
… Live blogging from the Colombian Association for Marketing and Public Opinion Research in Bogoto, Colombia, any errors are my own, any comments in  are my own…
Para leer esto en español, por favor, copie pegarlo en Google. Una mala traducción es mejor que ninguna traducción. http://translate.google.com
- “death by powerpoint”
- how do bring clients closer to customer and engage them with our work
- there has always been distance between company and customer
- traditional approaches are losing their ability engage… focus are a good example. we try to get marketers to come and watch focus groups to decrease the distance. But, the backroom is more often the backoffice – people arrive late, check their email, talk amongst themselves and enjoy the food and beverages. Fewer and fewer people are observing as more focus groups take place. The more groups a client sees, the less engaged they are.
- presentations don’t always engage the audience, they’re too long, too rambling, too many charts. but we’re competing with more distractions – the phone, their email. imagine working from home where the dog is at your feet while you’re trying to watch a webex.
- alternative approaches are many
- tell clients better stories, use video to bring it alive, use customer immerision rooms
- how to create a better narrative?
- use classic story structures –
- describe the problem and set the challenge to create a dramatic need to listen
- describe the world and benefits if we can fix the probelm
- take them on the journey
- provide direction to make it happen
- like journalists, use headlines to move the story along
- provided a detailed analysis in the report but only show the story in the presentation. perhaps 1 slide is represents a full chapter
- base the story around individuals we care about, not faceless numbers
- strong headlines at the beginning and the end
- optimize video, adds engagement to the audience, and engages with the findings, seeing people voice their opinions is more meaningful than reading their verbatims, consider video in situ – at the store, at the gas station. Use techniques from film makers but this does come at a price.
- museum theory – immerse your clients/employees in experiences, set aside rooms and equip them with posters, charts, computers, interactive presentations. helps reach a wide internal audience, works best to create noise among employees. the employees set the pace themselves, browse the information at their leisure. you can bring in competitive data, secondary data, internal data means a 3d view from the consumers view.
- how to make clients part of the story?
- Swap shops – clients take the role of real customers in a focus group. Recruit the target audience, and give each client a biography and picture of a consumer. Give client time to ‘become’ the consumer. Now employees role-play that consumer. After the pretend group is finished, re-run the focus group with the real target group. Let’s clients see how their perceptions differed. It’s fun, engaging, eye opening, insightful. these are logistically complex. Only need to do it once with any client, element of surprise and power is gone by second time. [never heard of this before, anyone have experience with it?]
- dragon’s den – clients explain propositions to consumers in pith elevator style pitches. customers then critique the pitches.
- close encounters – have consumers help design the discussion guide, help run interviews, help analyze the data, help present the data. its good for new product design, customer understanding. good for building ownership of results. be careful clients don’t run away with insights that aren’t generalizable.
- concept nursery – best ideas are killed during research. recruit optimistic and articulate people from the target audience. educate them on how to be perfect responders – constructivism, anti-cynicism, understand the possibilities. Use breakout tasks and Q&A sessions to get clients to participate more. Good for development stages of ads/products. Good for engaging research allergic audiences. it nurtures creativity and is fun. be careful clients don’t run away with insights that aren’t generalizable.
- benefits: all provide inspiration and trigger creativity. outcomes have more staying power with clients, more ‘sticky.’ generate a stronger sense of ownership among clients who are more energized to take the findings forward internally. provide eye opening moments of true insight.
- limitations: clients’ misinterpretation of the overall findings and getting attached to their own findings, high energy and momentum creates a lot of noise and then nothing happens, perhaps moving too much towards fun and entertainment and too far from research, devaluing research.
- market research is the voice of the consumer and helps clients get closer to them, develop more empathy to the consumer
- it sustains our expertise and credibility, utilizes our understanding of consumers, complementary tools in our portfolio
- no one else is better placed to do this than market researchers
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… Live blogging from Disney Orlando, any errors are my own…
Scott Vanderbilt, Digital Research Manager, NPR; Sarah Withrow, Senior Research Analyst, NPR
- NPR is a news media organization “National Public Radio”
- Afternoon show “All Things Considered”, how does a radio show translate to digital
- Key issues
- What is doing well or not in their content, need it real-time, there are dips on certain days and certain hours, as well as certain shows
- How to better engage with afternoon listeners and increase the stickiness of the content?
- Digital metrics of audience behaviour gives us the what- when do they tune in and out, which stories do they tune in and out of, amount of time listening
- Diary studies gives us the how – archetypes of current listeners, grouped by listening setting, importance of the stories,where they listen to the show whether at home or car or work, what platform they listen on, find out what they’re looking for, what they turn to after the show
- Focus groups gives us the why – motivations and perceptions, they like particular hosts for particular stories
- Why do they tune out? it’s not length as long as the story appeals to them.
- Are they expecting something different? they expect eclectic stories, they love not knowing what the stories will be
- Does the flow of the show match their needs? i.e., the order of segment. changing the flow is fine if it’s done gradually
- [this show sounds like “Sunday Morning” which I love]
- What would increase the stickiness? Provide the full show or pieces of the show digitally
- Does the tone match what they want? do they want shorter, snappier news?
- Which shows draw the largest audience, which content kept them on the website longer?
- Use voting buttons to see which shows viewers like on their website
- Research by any other name… #MRX (lovestats.wordpress.com)
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- See A New NPR Homepage On Your Smartphone (npr.org)
Storytelling: How to Actually Tell an Insights Story to Far-Reaching Clients
Presenter: Ted Frank
- Why don’t people pay attention to consumer opinions? Why don’t they care?
- Research is traditionally 500 pages text with tables and charts and no pictures or stories
- We don’t want research insights landing in the morgue of the filing cabinet
- Think of the cross-section between emotional/practical and comprehensive/sharpened [i’m a practical comprehensive person]
- CEO’s need to inspire other people and they need a nice package they can share with others
- Agencies need the emotionality because they need to deliver a feeling
- Movies have long complicated stories, lots of characters, very little time, unique language. What can we steal from movies?
- Don’t just bucket. It’s a journey that unfolds. Ramp up the drama which makes it easier to remember. Build up the conflict and then resolve it.
- Deliver understanding, empathy, and confidence in your story
- Step 1 is to welcome them in so they can feel and taste the consumer. Perhaps start with the stunning insight that never occurred to you before. Music is the quickest way to get someone in to an emotion.
- Provocative statements make you stand up and listen even if you disagree
- Establish urgency and credibility. You are smart to care. Pull on heartstrings. Bring in emotional quotes to draw them in. “Kids are getting stupider every year or there’s something wrong with our educational system.” Use statistics and expert interviews.
- Have a challenge statement. “Which company will create the perfect product”
- Personalize by bringing in some heroes – someone your clients can relate to and want to help
- “Blender” blend work and personal sides. You don’t have to start with the insight. You can start by introducing a memorable person who will introduce the insight.
- Simplify with action. Show the pain a consumer has while using your product.
- Evoke a cause, they HAVE to jump on something. Review the heroes, their aspirations, pains, limitations, opportunities, gaps, challenges
- Instead of “so what”, try going with a “what if”
- Use tension – framing, pacing, music. Framing – stand farther or closer to your audience, close up or far away images. Pacing – speak slowly or quickly, slow down or speed up the shot.
- If your audience is under 50 people, you may be ok using regular music off the internet. If you’re documenting someone’s use of music, you’re probably ok. BUT, if it’s going to 2000 sales people, you’re best to use something like greenbuttonmusic.com. But do get legal advice if need be.
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People love storytelling. Once upon a time is a great way to learn to be nice to other children, that selfishness isn’t the best way to run your life, that if you kiss a frog you might get a prince. But in the market research space, this paradigm needs to die a quick death.
Sure, telling a research story is heartwarming and gives you goosebumps. To travel in the day of a life of a single person gives you a more meaningful understanding of a brand. But the Story Telling Paradigm is a gross misdirection. It’s like leading someone through a puzzle with blinders on and only showing them the pretty coloured pieces you want them to see.
Story telling means you find interesting tidbits in your research and piece them together into a cool and memorable story, preferably one that creates goosebumps and makes people want to jump on the bandwagon.
In all honesty, I could take ANY research project and weave together ANY story you want me to tell. Want to prove that people like a particular shoe? I can create that story. Want to prove that people hate that exact same shoe? Well, I can create that story with the exact same dataset. If I only show you the pieces of story that create the story I want to tell, you’d never know it. You’ll have written the business plan, shot the commercial, and be staring at financials that don’t make any sense just a few short months after my emotionally inspiring story landed on your desk.
What storytelling misses are opinions and life experiences from the other seven hundred people whose story didn’t suit the cause. It doesn’t tell you about the interactions with other variables. It doesn’t tell you where there were no differences between people or slight differences between people. It doesn’t tell you about the exceptions or the unusual cases or the seven other stories that were just as important but not nearly as entertaining. A ten slide story presentation absolutely cannot describe research results in sufficient detail to make a quality research decision.
What does story telling do? It gets you just interested enough to want to read the full research report, to see all the missing pieces and understand how everything fits together as whole. So if you’re preparing your story as an introduction to the full research report, more power to you. If not, don’t waste your time doing the research. Just write the story you were planning on telling anyways.
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