Tag Archives: TMRE

Unleashing your capacity to innovate by Andrew Pek #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. ***                                                                                                          ***

Get Stimulated! Unleashing your capacity to innovate. Andrew Pek, Get Stimulated.

  • How we generate more value and success for others? How do we break free from barriers that encourage creativity? How do we prevent ourselves from becoming Zombies?
  • What is innovation? It is unique to others, becomes widely
    Most of the moais in Easter Island are carved ...

    Image via Wikipedia

    embraced, and becomes commercially and socially relevant.

  • Innovative mindset is…ability to perceive and adapt to change in unique and relevant ways
  • Why did Easter Island society become extinct? What were they thinking when they cut down the last tree on easter island?
  • Be fully aware and conscious of choices you make.
  • Why so hard to cultivate innovation? Everyone has potential to generate huge success for self and organization.
  • We are conditioned to see objects as we normally see them. (Look for candle problem on internet)
  • We get overwhelmed, we’re always fighting fires
  • What state of mind is required? Be conscious of these states.
  • DIVERGE and DETACH – we converge before we diverge. we always fall in love with first idea and lose out on other opportunities.
  • [we have a task to write down every emotion we’re having right now – puzzled, want more coke, tired, eyes hurting, like my new bracelets, awkward sitting position, feeling cold, wanna go home]
  • [told to crumple up the paper we wrote all that on.  throw them at the presenter now 🙂 ]
  • We hurry from one meeting to another, kids to pick up, flight to catch, all this worries us…. now come up with creative ideas that generate millions of dollars by friday
  • we must detach and be present with task at hand. easy in theory, hard to do. so try that creative activity.
  • ENGAGE and ENTRAIN creative process – are there people in the room who take away energy?
  • [asked to close eyes and listen to three sets of music – spoken word, harpsichord, organ/rock – thank you for the eye rest 🙂 ]
  • Monotone makes you fall asleep, it’s just noise.
  • everyone is talented good at their craft, but together, they don’t know what is expected. How can you model teamwork, engagement, to create a new wonderful sound?
  • INSPIRE – In india, 4 billion people earn less then $2 per day. how do you provide transportation to them?  Performance vs Price. Nano car has both, $2000 car. It is as big as a bike. Elevated people’s self esteem.
  • WOW and WAVE – goal is to achieve wow, bold ideas. activities should be fun. YOU bring or take the energy into or out of the room. [second time we’ve done the wave today]
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Global Consumer by Dan Salzman #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. ***                                                                                                          ***

The Global Consumer
Dan Salzman, Vice President, Consumer & Market Insights, Hewlett Packard

  • [All i’m thinking is that HP social media data is full of horsepower and harry potter data 🙂 ]
  • How does HP think about the global consumer?
  • #1 Where are the people, where is the money
  • focus on demographic growth, world grows 75 million per year, last week we reached 7 billion people on the earth, developed market growth where most of the money is is very small growth; growth is in asia; Growth is beyond BRIC countries; Africa, nigeria are emerging; Africa will have four of the top growing countries in 2050

    The current two dimensional HP logo used on co...

    Image via Wikipedia

  • China WILL surpass the US as a global economy by 2050, it will be the largest economy, driven by population growth
  • 1000 new mobile users every minute, 84% of internet users are outside the US; growth is MASSIVE in china, 92% growth compared to US 17%
  • What does access to information do? Overthrow dictatorships. Changes how we make decisions. We don’t have to do what we are told. Not obligated to follow through on expectations. Check veracity of claims.
  • This creates a homogeneity of consumer experience for consumers. Lets brands speak to us in shorthand.
  • Globalization pressures culture and tradition. People worry aspects of their culture will disappear.
  • Developed West is Maslow’s needs – Physiological, safety, social and emotional, esteem; Developing East is Pinto’s needs – Physiological, Need to please the group, good name, honour [cool!]
  • Think global but act local. team structure, research approach, customized output.
  • Global segments didn’t show up in every country. Local countries defined the names of each segment. Allowed local digression.
  • 1 global summary, 3 regional summaries, 8 country reports, Customized views by audience, topics

Lower Income Shoppers at Safeway by John Wright #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. ***                                                                                                          ***

Safeway’s Approach to the Lower Income Shopper, John Wright, Director, Consumer Insights, Safeway

  • Cannot apply the CPG model to a grocery store
  • Skews a bit higher income, which means sometimes higher ups want to focus on higher income people. But the grocery store is still a gen pop store. They love everyone’s grocery dollars.
  • Smaller households, older, not employed, lower education, smaller county sizes is the macro view of the population. There are still segments and micro-segments.
  • A lot of 65+, some families, some hispanics, under 35 are some of the segments

    Example of an American grocery store aisle.

    Image via Wikipedia

  • Financial worries are high70% live from paycheque to paycheque
  • Put yourself in your shoppers shoes, put management in the lower income group, Many worry about having enough food to put on the table. If price of gas goes up, that’s food money out of their pocket.
  • Eating patterns – Lots of trade offs, they ask trade off questions because everything is deemed to be important – taste, price, nutrition. Nutrition is at the bottom of the list, price at the top.
  • What do they eat – less likely to find salad, omelet, yogurt, fresh fruit. More likely to eat bacon, meat, chips, pop, bottled water, pasta
  • Attitudes – they know it’s not healthy, they know they need more vitamins, iron, etc. Signs don’t help, they know.
  •  Lifestyle – skews to computer games, TV, music, talking on phone, doing nothing. Less health club, biking, attending sporting event, gardening, home improvement
  • Spend less per trip, but they make more trips. Some related to paycheques. Communication needs to reflect this. Big on circulars.
  • They plan out meals, particularly families. Circulars help do this, also drive list behaviour. They shop multiple stores, in bulk, store brands, stick to the list, stay in budget. They don’t like cooking but they do cook from scratch because it’s cheaper. This is why they don’t eat as healthy, they believe it’s cheaper not to.
  • Incomes are less stable. Not proactive around health. Prioritize other things over health. Heavily into deal seeking.

Guiding Comedy Content Decisions by MTV, Comedy Central [PG13] #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. ***                                                                                                          ***

  • Caution: Contains immature content 🙂
  • Lapsed Viewer Study – a Call to Action

    The original Comedy Central logo used from 199...

    Image via Wikipedia

  • They saw a drop in viewership in 2009. Day after election, the ratings started falling off. They had lost a million male 18-34 viewers. Decided to research the problem.
  • “The Missing Million March” – The eye was on content, they lost a few creatives, the election was gone.
  • “Who is making you laugh” not “Who is your favourite comedian”. People turned their TV straight to the HD channels, forgetting about the basic channels and Comedy Central wasn’t there. They didn’t have HD content at those channels but did that really matter? The 200+ HD channel neighbourhood was where they wanted to be.
  • Talking with consumers – Man vs Wild was favourite TV show. HD first, everything else second. Why aren’t these channels in HD?
  • Why the delay going to HD? It’s not funnier in HD. But it’s not funnier if no ones watching either. Going HD is a very quick win.
  • Are we losing our edge? Wasn’t new, edgy, fresh anymore.
  • Funny or Die, College Humour, these were the new competition
  • Came up with “audience immersion”. Get attention of decision makers, find retention, intention. MR isn’t good at marketing research. Flew in their top executives and showed them the ethnography. Then went to open floor and listened to people.
  • How did people share new shows? World of mouth is the best way to promote new shows. Showing online clips to people.
  • Immersion took down the one way mirror. Audience accountable to executives and vice versa. I feel like i have to act on what you say.
  • People wanted to help because they did like comedy central before.
  • [i keep hearing people say they gave out flip cams, prez after prez after prez]
  • They need to push the limits to show who they are, the gross/rude/crude/inappropriate/crass humour – toilet humour, people hurting themselves, sex humour, farts are funny, etc. You need to bring it to the new/wow factor though. Make it more extreme. The show Jackass is great. – This is guy to guy humour.
  • You don’t need to be attractive or sporty, humour breaks down the walls. Comedy is the way in to “getting laid”. Reno 911 will make a girl fall in love with you if you watch with her. Want to make your date laugh all night. Funny guys CAN be ugly as sin.
  • Humour is a change agent. Forget CNN. Go for Colbert. Comedy allows you to show diversity. comedy takes the power away from those who always used to have it.
  • My friends appreciate my humour. Links are prescreened clips. The trophy of “I posted first.”
  • Leave your email/ipad/iphone/facebook out at your own risk – someone will take it and post rude things on your behalf.
  • This level of fearlessness was not part of Comedy Central. How do they do this when they are ad supported?
  • They are redefining all their words – cool, edgy, original, provocative, shocking, fresh, and new
  • Research should never be capped. It is always ongoing, evolving.

New culture for Comedy Central by Chanon Cook #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. ***                                                                                                          ***

Research Unveils New Comedy Culture For Comedy Central
Chanon Cook, VP, Strategic Insights and Research, Comedy Central, MTV Networks

  • Comedy Native – Used to be a content focus research program, now the audience is the marketing, curator, critic, creator, programmer,
    Comedy Central Germany

    Image via Wikipedia

    distributor. Sharing a video on YouTube covers all of these components.

  • Two thirds of audience now is millennial generation
  • Moving to consumer lifestyle research
  • Young guys have always been the biggest consumers
  • Did buddy groups, self-reported video ethnographies, “Jokus Groups”, online surveys, digital ideation, audience measurement
  • Comedy is at the heart of who comedy natives are – social currency, connector, pathway to cool, agent for change, self expression, “unique brand of awesomeness”
  • They post on youtube because it says something about who they are, if you get their sense of humour, you will get who they are
  • Funny is the top train for an ideal man, funny and smart is what people want to be, everyone wants to be funny now
  • Who would you wanted to be stranded in an elevator with? fave comedian was top answer. That’s a big shift. It used to be a sports person. Comedians remind us of ourselves or our best friends. They look and act just like me.
  • It’s no longer chocolates and roses, it’s funny clips. Guys to it to impress a crush. Many do it to get noticed by someone they want to date.
  • Posting on facebook is just as good as face to face. It’s still an inside joke between me and my thousand friends.
  • This generation will be less successful than past generations so comedy is one path to fame and fortune. 60% of millennial guys think they are just as funny as comedians and are waiting for their shot.
  • 40% say comedy can shed light on social injustice
  • 25% say comedy helps shape their political views
  • 53% say comedy makes you think and gives you perspective on what’s really important in life
  • 72% look for humour in any situation. Absurdity is their new irony. Fearless generation.  Too far is when it comes from hate.
  • Guys prefer brands that match their sense of humour, not sports.
  • Comedy is the number one passion point for this generation.

The Wonder behind Disney’s Websites by Jacque Skinner #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. ***                                                                                                          ***

The Wonder behind Disney’s Website
How online conversations help Disney capture the voice &
language of their guest

Walt Disney Parks and Resorts business unit logo

Image via Wikipedia

Jacque Skinner, Market Research Manager, Walt Disney
Parks & Resorts & Jen Drolet, VP, iModerate Research
Technologies

  • As long as there is imagination in the world, Disney will never be complete – across the globe but always true to original dream, bringing people together, providing a break from reality
  • People are not clients but guests, staff are castmembers no matter their role in the company, they are all part of what makes it all work
  • Every touch point needs to be magical, even if it’s creating a new survey
  • Don’t built it for yourself, know what people want and build it for them
  • Website needs to set the right tone, it’s the beginning of the magic. They benchmark against in-park experience. Delivering magic online is different from the park. It has to do good on first visit and 20th visit.
  • Get down to the site, eat at the park, stay in the park, lunch with the guests, get to know them
  • Quant is insufficient. Need to layer in conversations. Sometimes, the verbatim brings the quant to life. “Your site is crap. Was it made by Joe’s Website Shack?”
  • Researchers had to learn a whole new language – the Disney language
  • There is a personalized section of the website, a planning tool. Research said this was number 1 complaint. Antiquated platform. Didn’t talk to other platforms. Weak operating systems. Ten year old website doesn’t cut it.  Why should people remember a stupid registration number? Need hotel/dining/etc available in one page so it could be printed in one shot.
  • It needed to be one “click of the mouse” 🙂
  • How do you name the personalized site? With the person’s name? “Smith” Family Website – kind of exclusionary for blended families with different last names, didn’t address not everyone is going as a family. Or name it “Planning Center” for people just starting on the website. But once reservation is booked, then content changes for someone who is post booking.
  • Instead of a regular dip, they saw an instant increase in satisfaction.

Clusters of Innovation by Jeremy Gutsche #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. ***                                                                                                          ***

The Trend Report: Clusters of Innovation
Jeremy Gutsche, Founder of Trendhunter.com, Author of Exploiting Chaos

Jeremy Gutsche speaking

Image via Wikipedia

  • Many top companies were created during recessions
  • #1 the supremacy of culture
  • #2 tragic return of gut instinct
  • Peter Drucker – “It’s not the questions that change, it is the answers that do”
  • MR used to be driven by product. This is ubiquitous. it’s experience.
  • Know what you are selling. Harley doesn’t sell bikes, they sell the experience of riding a bike – making people scared of someone is really just a businessman
  •  Popular is not cool. We want to find things that other people can’t see. Popular and cool is totally different. Cool is unique, cutting edge, viral, the next big thing.
  • When we hunt for cool? You get weird products.
  • New ideas surround us. it’s not tought to find them. There is so much to do already, people skip steps and rely on gut. We’ve become less innovative and more obsessed with optimizing.
  • Exploiting chaos – trend hunting, adoptive innovation, infectious marketing.
  • The only thing that makes it all matter if you create a culture that makes it possible.
  • Remember Smith Corona? The best typewriter company in the world? They made huge bucks so why worry about dumb ol’ computers. Benchmarked against competitors too much. They built a laptop ten years before anyone else but it was still really a typewriter. They were complacent though.
  • Situational framing dictates the outcome.  They focused on attributes not the experience.
  • Successful companies innovate to optimize position on their hill, but to find bigger hills one must fail. Trying something new might be seen as a failure.  Get rooted in what your customer is all about.
  • Case study – get people to stop littering. Iron Eyes Cody had no impact on the Keep American Beautiful campaign. We expect we can tell you and you will figure the rest out. Tell, motivate, connect – these are more and more difficult. holy grail of communication is cultural connection.  Why do people love ING direct? They made a cultural connection. They speak WITH people, not TO people.
  • Who litters? [audience yells males, young, truck drivers, pickup trucks] Research says these are the right results. King of my world lifestyle. Crying actor does not connect with these people. “Don’t mess with Texas” was the slogan determined by the research and they backed it up with cool tough actors speaking. Make a cultural connection. They will endorse your idea for you. Through social media and word of mouth. People made their own commercials for Don’t Mess With Texas. Side road litter was reduced by 72% but almost nothing within target group.
  • We feel like we’ve done remarkable research. Interact, watch, observe your consumers. Create a connection to the research. Let editors talk to people canceling subscriptions. Have the car designer talk to users.  Put designers at the kiosk in the store.
  • There is no point innovating if you think you already know the answer.
  • How does Ferrari spot trends? Be more open to the complete possibility of what could be.Don’t focus all your time in one place. Get outside of your industry, markets, culture.
  • Trendhunter – 700 million total views. Most updated largest collection of cutting edge ideas. Repackage results from the website. Pop culture, vacations, unlabelling, augmented reality shopping.
  • http://www.trendhunter.com/secret/tmre
  • Trendhunter is now designed for researchers, use a category specific page. What does it cost?….. FREE for subscribers!

Why Bad Behaviour Is Good Politics by Bruce Bueno #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. ***                                                                                                          ***

The Predictioneer’s Game: Using the Logic of Brazen Self-Interest to See and Shape the Future
Bruce Bueno de Mesquita, Silver Professor of Politics, New York University; Senior Fellow, Hoover Institution, Stanford University; Consultant to CIA

  • Earthquakes are deadlier in Iran or China than Chile, Honduras or Italy
  • Almost all the worlds top universities are in democracies
  • The World bank shuns whistle blowers who tell them how their money was stolen
  • Iraq exported baby formula and food in the 90s while over 500000 of its children died needlessly from malnutrition and disease
  • Do want a job with security, high income, freedom, everyone praises you, you balance family and  life how you want. Not Obama. Dictators do.
  • Why do dictators keep their jobs for decades where Obama gets to keep his for only a few years?
  • We like to think politics are mysterious. Five rules govern all organizations. families, charities, companies, all of them.
  • #1 If you want to keep your perfect job forever, depend on as few people as possible, forge a small coalition of essential supporters.
  • #2 Get small coalition of people drawn from as large a pool of people as possible. They should know they are easily replaced.
  • The media tells you how important elections are. This is nonsense. Elections don’t legitimate a government when everyone knows who will win anyways? Same with shareholder boards. These are rigged elections.
  • #3 Tax the hell out of everybody else. Absolute max you can get away with. Don’t tax so that they can’t keep working. Don’t let them rest when they should be producing wealth for you. don’t let them be too miserable so that they want to overthrow you.  Publicly traded companies operate rigged elections like this. Extract as much from customers as possible. Withhold as much from shareholders so they don’t rebel. Think of banks and bonuses. People don’t fire CEOs. The board does. The people who can fire the CEO get the big bonuses.
  • #4 Pay your dependents just enough so they don’t think about switching sides and backing someone else. But not more than that.  What you pay them isn’t leftover for you. If you pay them too much, they might be savers who will accumulate wealth and then turn around and overthrow you.
  • #5 Don’t waste money on improving the lives of the people you rule. They aren’t important.
  • Problems of democratic leaders – their hands are tied behind their back. They have rule of law, constitution, real elections, puts them at great risk.
  • Congress reelection is 95% probable. Why? Congress is least respected institution in the US but people like their own member. You don’t decide who your member is. Members of congress pick their voters. They shift districts around to get the right voters.
  • Who’s taxes does Obama want to raise? Rich? No, the answer is republicans. Those voters are disproportionately wealthy. Tax people who aren’t essential to keeping you in power. They are trying to follow the rules by dressing them up in ideology. It’s window dressing.

    Cover of "The Predictioneer's Game: Using...

    Cover via Amazon

  • Three niches of voters. Want money distributed their way. Wealthy voters who want policy tilted to favour them. Independents who don’t know whose pocket to pick.
  • Foreign aid – Who gives it? How much? Who gets it? How much do they get?
  • Jeffrey Sacks – says not enough money given to foreign aid. US does give money to dictators.  The amount is an equilibrium. It is the right amount. Your constituents must like the amount. Do my voters want me to build a school in the US or in foreign area? Value to voters is what determines the answer.  2 tenths of 1 percent of GNP is spent on foreign aid.
  • Foreign aid doesn’t improve anything. The money is being stolen. The UN knows the money is being stolen. How can the government not know this? They do. They expect it to be stolen. It is what we the people want the government to do. It’s really a bribe for policy compliance. We spend this money to buy off leaders cheaply.
  • Foreign aid is not for the needy. The needier a country is, the less likely it is to get foreign aid. The US is needs blind. We neither deprive nor give the needy aid.
  • Democratic countries implement the rules wherever they can.
  • We all give to charities, sometimes overseas charities. It’s a bad mistake. We always read about fantastic village programs that improve the quality of live, that is transforms lives. They never scale up. Why not? The local political boss gets money to scale it up and it no longer works.
  • Perverse situation where neediest are least likely to get aid and that is what we want our government to do. Just like every other business does.
  • How do we fix this? Put aid for Syria in an escrow account. Here’s what you have to do for us to release the money – free speech, free press, freedom of assembly. These are the worst things for dictators. give opposition access to funds, media. Then we will release the money and make a second escrow. Have open books that can be audited. Give foreign aid on actual performance.  Build secondary schools, this is where people learn how to think, a threatening situation.
  • At home, running a corporation. Let your shareholders network, organize, exchange information.  A computer can generate an unbiased district map and take into account topography – no one will agree to do this today but we could put it into effect in 25 years. These are not hard mysterious things to solve.
  • Politicians can make these changes but their jobs are at risk.
  • Electoral college is a slavery institution.

I’ll Have What She’s Having by Marc Earls #TMRE #MRX

Live blogs by @LoveStats of @Conversition. 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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Market Research In An “I’ll have what she’s having” World
Marc Earls, Author, Herd, How to Change Mass Behavior by Harnessing Our True Nature

  • Most of what we’ve been told is right. But things we have assumed, may not be right. Let’s focus on our assumptions.
  • We are good at human beings and their behaviors as individuals, what goes on between the ears. But humans are a social creature. Social is very different from
    Zachary Quinto as Spock in the 2009 Star Trek film

    Image via Wikipedia

    individuals.

  • We just did the wave left to right, right to left, front to back 🙂 We’re a herd.
  • [Ah yes, the homer simpson brain is on the screen]
  • Thinking is to humans as swimming is to cats. We can do it if we have to but we avoid it.
  • We assume people are Spock not Kirk. We are feeling creatures who think.
  •  Humans copy because it is fun. We pick up good and bad from our parents.  It is easier to learn, reduce the choices if you copy.
  • Our kids names aren’t unique. They follow fashions just like musicians do.
  • Obesity is not an individual issue. It is a social issue. Your family, your close friends. “I am what you eat” Suicide spreads the same way. 😦
  • We things get difficult, we always gather together. We look after our own.
  • How good is our toolkit for between people versus between the ears. [ah yes, social psychology is soooo neat. Pick up an intro to social psych textbook at a used book store]
  • “i just saw someone doing it” isn’t good enough
  • Independent choice is a decreasing line chart. Social influence is a normal curve. Twitter page of events has an initial spike of independant learning, then social learning follows a few days later creating a more normal curve. [Guess what i’ll be doing tonight 🙂 ]
  • Is our market shaped by independent learning or copying others? Independent is short tail distribution. Copying others is long tail distribution. Plot your market.
  • popular music, charitable giving, alcohol is social learning. Deodorants, car insurance is independent learning.
  • Who is more important than what if you are on the social side.
  • Get out of the facilities and see really how people live their lives. Memory is a poor indicator of reality. Focus groups are not real world. [I think we’re talking broaden your experiences not shift your experiences]
  • We need tools to work on the social learning part of the curve because we already have the independent part covered.

7 Dimensions for Shopper Marketing Success by Pradeep [FAB!] #TMRE #MRX

Live blogs by @LoveStats of @Conversition. 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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Seven Dimensions For Shopper Marketing Success
Dr. A.K. Pradeep, Chief Executive Officer, NeuroFocus, Inc.

  • MR is hip and cool [and he has dressed the part  and is talking the part:) ]
  • [Now we’re watching a wrap video about market research, by “cool” people in suits]
  • We have learned more about the brain in the past five years than all of human history combined
  • Dense array EEG, millisecond timing analysis, millimeter source location, signal processing and pattern recognition algorithms. [Wow. typed that without looking without one typo!]
  • Is eyetracking a poor person solution? When you look at something, maybe it’s interesting, or because you’re confused. You can’t tell with just one tool.
  • I may be looking at you so you think i am totally engrossed in you but really, i’m not. 🙂
  • We are not creating neuroscience. We are taking the wo
    Image representing Dr. A.K. Pradeep as depicte...

    Image by Dr. Pradeep / Neurofocus via CrunchBase

    rk of scientists and applying it to marketing.

  • We measure attention, emotion, retention
  • 100 million bits of information going to the brain and we process 40. yeah, 40.
  • You don’t pay conscious attention as you navigate a store. Things you do to pull attention aren’t working.
  • Why are you tired after shopping for three aisles? Your hungry computer brain has been very busy. Attention is very important.
  • Emotion can be measured directly in the brain. Don’t ask consumers how they feel. The act of thinking about it, changes it. Don’t ask your spouse if they love you. 🙂
  • Retention: One scene of an ad or movie reminds you of the entire ad or movie. There is no media spend for that replay of the ad. Reactivate the ad at the point of purchase.
  • Purchase intent – motivation to buy. Novelty, brain loves newness. Your brain is constantly asking is this new, is this new, is this new [i do that in EVERY presentation 🙂 ]  Awareness – did you get it?
  • You can measure all of this without asking one single question.
  • What does the brain say is a superior shopping experience?
  • How easy and intuitive is it to get information? Do we overload brain? Any time attention goes down and memory goes up, the brain is telling you its intuitive.
  • Interaction – can you interact with the product? Apple store lets you play with everyone. Other stores have everything under lock and key because I don’t trust you.
  • I’m sure you talk about the homunculus every day [this guy is funny!] 60% is dedicated to palms and lips. do you let people use their palms? The cart you’re pushing doesn’t count.
  • Coke in a bottle tastes better than a can. The shape, the ridges, the round glass, your brain is firing.
  • Why is he asking questions? He doesn’t really care what we think. He is pushing for interaction.
  • Entertainment – We need a break. Talk to their brain not just their wallet. Entertainment is emotional. It takes away from attention.
  • Education – Give me one single fact, even just one per day. People will go to your restaurant wondering what your daily fact is. The brain loves this. It doesn’t have to be amazing. We like the stupid stories on the back of packages about how hard the founder worked and nobody helped him ever. When you know where something comes from, your brain thinks it is superior information. That’s a good fact.
  • Simplicity – Don’t make me waste my energy. We can count to three. The brain loves three. Step 1,2,3. Take 7 down to 3. Maybe we just need three commandments instead of ten. 🙂 Simplicity is the rule of 3. The cereal aisle is the worst aisle. it all looks the same. they’re all seemingly different. It looks like someone walked through the aisle and threw up with all those colours. [this guy is HILARIOUS!]
  • Self-worth or self-esteem – have i made my consumer feel better about themselves by picking my product?  It doesn’t have to come from someone saying how smart or great you are. A puzzle that you solve can do it. How do I get shoppers in my aisle? Not balloons, not signs, put a mirror. 🙂 The mirror is a compliment. [ok, we’re all laughing now] This is brain food.
  • Community – A part of us is still a teenager. Biologically, teenagers cannot reason as well but they do understand the language of emotion. “Do your homework and you’ll make me happy” makes more sense than “Do your homework and you’ll get a good job”. Your ability to reason is behind emotions. The brain finds safety in groups. Community is critical and comforting for the human brain. This is why facebook is powerful. A community in the store, at the aisle?
  • It is not the promotions that make a better experience. It is superior when the consumer lingers in the store.
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