Tag Archives: trend

Global Trends in Marketing Research with Murphy, Chadwick, and Poynter #MRIA14 #MRX

Live blogging from the #MRIA national conference in Saskatoon, Saskatchewan. Any errors or bad jokes are my own.saskatoon

Panel Discussion on Global Trends in Marketing Research
Moderator: Greg Rogers, Global Director of Consumer Market Knowledge, Proctor and Gamble

 

Panelists (via Web Conferencing):
Leonard Murphy, Chief Editor & Principal Consultant at GreenBook, Simon Chadwick, Managing Partner of Cambiar, Ray Poynter, Director of Vision Critical’s University

  • Lenny:  Change is indeed happening has evidenced by trend data; seeing decline in revenues from the largest companies which means those funds are going to other places likely non-traditional places.
  • Simon: The change is technologically enabled, fewer resources but budgets have remained the same, more social media, more predictive analytics, more synthesizing happening. Trackers are being transferred to fully automated systems.
  • [kind of hard to hear, sorry for missing portions]
  • Some tools get a lot of hype and some are gaining traction
  • Three chunks related to big data – been there, done that; what’s upcoming; what the hell is big data
  • Mobile is the future, two types – forced to rethink our traditional techniques because of the device being used to access surveys, responders made this decision not the researchers; type 2 is all the great things we can do with mobile like geo and in-the-moment research
  • Measuring emotion is becoming important, CMOs are really interested in big data but correlations of big data aren’t everything, customers need emotion and empathy and we need to measure this
  • Big data is good around the edges, the margins
  • There is so much data with so much value and we probably won’t be able to solve this for another five years
  • Privacy is becoming more of an issue particularly in Europe and Canada
  • A phone can scan a face, there is an app to scan the facial expression, BeyondVerbal seems to do this
  • Big data will soon be emotion data
  • Technology is precipitating change in the industry
  • Winners will be the big agencies that buy the innovative companies
  • Ray suggests that marketing and market research will merge and we will need to figure this out
  • Two types of innovative companies – challenging, disrupting companies and then peripheral companies that are new companies from the technology side
  • we’re good at analysis but it is different than synthesis, we need to synthesize the stories [oh my goodness, premonition for my pres later today!]
  • Find something to be really good at whether it’s ethnography or something else
  • Lenny: Are you a marketing researcher or are you in the business of helping people?  Use your curiosity to fix things and answer questions. We come across as number crunching accountants.
  • Lenny recommends exporting more poutine from Canada  🙂
  • 17 million people added to middle class every year, like adding France every year
  • Canadian researchers are up there with the best in the world, and large international presence
  • Vision Critical, Hotspex, RIWI innovative companies coming out of Canada
  • Canada is more influential globally than australia
  • Read more of Ray’s thoughts here: http://newmr.org/dialling-in-to-the-mria-conference-the-shape-of-things-to-come/

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The Future is Wow: Trends and Technology That Will Define The Decade to Come by Sarah Kunst #CASRO #MRX

Live blogging from the #CASRO tech conference in Chicago. Any errors or bad jokes are my own.

The Future is Wow: Trends and Technology That Will Define The Decade to Come, by Sarah Kunst, Venture Investor, Philanthropist, Startup Executive

  • we were promised flying cars and driverless cars and now we kind of have them. everything that was supposed to come true is starting to happen right now. in the market, or will be in the marketing within just a few years.
  • Super thin LEDs – 10 times thinner a human hair, ultracapacitors and nanowires in your clothes, graphene, thin film semiconductors. Imagine a computer the size of a finger nail, computers built into the thread of your clothing
  • Panopticon now – Miss America was being stalked by a $40 piece of equipment, talking pictures of her from her own laptop, largest cyber sting ever, over 18 countries. Everything has a camera now and for $40 someone can access all of them.
  • Are you worried that google is listening to everything you say? even if you’re not physically using google? everything you say on your phone, write on your phone is being recorded – even if you backspace and delete the text before you send it. when you tell your phone to ‘call mom’ it is recording that voice. facebook has my permission to track the ambient noises around me to listen to the tv shows i watch, all in the name of serving me better ads. [yikes!!]
  • [hey speakers – pointing the slide clicker at the screen won’t help. point it at the computer 🙂 ]
  • is this ok to do for national security? for serving ads? because it’s china or north korea doing it? when is it ethical, useful, need to know? about the messages I’ve never sent?
  • Bionic – 3D printed casts – imagine how superheroes get a superpower? Well, if you get into a horrid accident now, we can actually fix you – hook you up to an exoskeleton and now you can lift and walk and stand like you never have before. you CAN get a robot arm controlled by muscles in your feet. 3D printed skin is available – you can 3D print based on only 10% of skin left after a terrible burn, will be used in field by the army in 2017.
  • Asteroid mineral mining – a trillion dollar business and will deploy in 2017 to catch an asteroid and drill it. Does this mean we will never have wars again because we can get oil and more from asteroids? [of course not]
  • Indoor farming – build farms in abandoned warehouses – 50 000 square foot warehouse is the equivalent of a 50 acre farm, imagine the savings from shipping costs, imagine all the “locally produced” changes
  • Further reading to see what will be changing
  • future is now and the  future is wow

 

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Fad or Foible: MR Trends by Bernie Malinoff #NetGain8 #MRX

Live blogging from MRIA’s #NetGain8 conference in Toronto. Any errors or stupid jokes are my own.

Netgain8

“Fad or Foible” MR Trends Affecting the Industry, and Skill Set Needs To Delight Your Client, Bernie Malinoff, CMRP, President, Element54, Montreal

  • remember “second life”   – just because it’s a shiny new toy doesn’t mean it’s relevant
  • researchers tend to be conservative, risk avoiders, it’s a strength to some degree, people trust that we will be disciplined about our work, but this can also hold us back
  • we used to be data poor, now the problem is data obesity – Hal Varian, Google
  • [Bernie has written out tweets on our slides that we can write into twitter, now isn’t that thoughtful 🙂 ]
  • don’t be concerned about the person sitting next to you, worry about people who’ve never been to a market research conference and possibly never consider themselves market researchers
  • the dirty dozen – are you afraid of gamification, online communities, social media, crowdsourcing, facial analysis
  • many emerging technologies are now mainstream
  • you can now capture emotions of 43 facial muscles and vocally detected intonations – add that to your basic film plus sound – now you have what i said and HOW i said it. these are off the shelf products you can buy now
  • supplier selection is often based on more creative and energetic modes
  • researcher of the future is a strategist, synthesizer, method agnostic, story tellers – now it’s use the right method for the research objective, not the tool you’re most familiar with
  • blend technology with rigour, find a fit for purpose technology when it’s appropriate
  • 3 cases do not make a norm, a new method will not and cannot replace all other methods
  • replace fear of the unknown with curiosity

Trends for Mobility Research by Mark Michelson #NetGain8 #MRX

Live blogging from MRIA’s #NetGain8 conference in Toronto. Any errors or stupid jokes are my own.

Netgain8

Best Practices and Trends for Mobility Research, Mark Michelson, Executive Director and Co-Founder, Mobile Marketing Research Association, Atlanta

  •  Everyone wears many hats, including mark who also plays guitar in a band
  • mobile brings all these different lives together, converges together new companies and new opportunities, as well as people who can’t get on a plane and speak live at a conference due to being snowed in
  • smartphones are only 5 years old and they have improved speed of delivery – always on, always close, real time delivery, people participate at their convenience, passive data collection via GPS or device use, longitudinal work all around the world with instant translations, pictures of products and vehicles come instantly, talk to someone on the phone while they’re shopping, dissipated workforce, QR and scanner codes to engage
  • smartphone make participation more enjoyable, more social sharing to explore each other’s lives, self-reported ethnography, live video chats anywhere, augmented reality, gamification
  • [quite neat to have a virtual presentater about mobile methods where the researcher is virtually there]
  • quant mobile mr data – survey is Q&A, passive monitoring without interaction, field conditions like merchandising brand audits or mystery shopping, sensory such as how people perceive via galvanic skin response, temperature, etc
  • qual mobile mr data – self ethnography with video photos, what people say on bulletin boards or discussion groups, emotional feelings in diarys, projective research, video chats or audio recordings in the moment
  • challenges – designs to fit the screen, user experience and training, keeping people engaged, validity of self-report, optimization for different devices, client trust in findings, participant trust
  • ethics in mobile mr – privacy is critical for legal reasons and continued open participation
  • commitments to responders – voluntary, protect privacy
  • challenges – normative data include more positive top box scores, questionnaire length, how to calibrate tracking data, how to incorporate into existing methods
  • best practices – transparency, respect, share the intent, expectations in advance, avoid burnout, keep it short, respect time zones, be screen and device appropriate, consider right question type for device
  • best practices – micro surveys, in-context for what people are doing right now, mobile friendly tools like dials sliders, graphic interface
  • share the guidelines with your staff, clients, and participants,
  • Learn more on the association site mmra-global.org

Future Trends in the Industry: Simon Chadwick, Cambiar #Netgain7 #MRX

Netgain 7 MRIA
… Live blogging from downtown Toronto…

Future Trends in the Industry

Simon Chadwick, Managing Partner of Cambiar and Editor-in-chief of Research World, ESOMAR and author of the Future Trends Annual Report (Simon is presenting from the Washington airport as his flight was delayed. Tech problems? No way!)

  • Driving forces of change – economic power balance, connected empowered consumers, technology, media makeover/fragmenting
  • Communispace? Crowdsourcing? Neuroscience? SurveyMonkey? Who/what were these merely ten years ago?
  • 1.2 billion people watched the cricket finals last year, digitally or otherwise connected. Rise of a global middle class which changes marketing and research expenditures. Shift away from major markets and towards emerging markets
  • Europe is a crisis of demographics, not enough children. It’s not a debt crisis. This impacts marketing and research also.
  • Winds of change
    • more, faster, for less: affects the types of research companies will do and with whom they will do it, e.g., CSAT
    • new methods, better processes
    • river of information, big data: streaming real time data, CRM, transactional
    • growth of the global middle class
    • new talent for a new age
  • 60% of client research VPs expect major transformation by 2020, of whom 70% think it will be evident in 2015. Not incremental but rather a revolution. Companies like cocacola, microsoft, GM, P&G C-suite feel this way.
  • If you don’t like change, you’ll like irrelevance a whole lot less. Joe Tripolie – Coca-Cola
  • Huge thought partner gap – clients want thought partners but feel they aren’t getting that. 92% of clients want it, 37% are getting it.
  • Vendors feel like order takers and not being treated as consultants and advisors. Like they don’t have access to the business knowledge.
  • Research must create business impact, tell a story and take a stand.
  • Two thirds expect a non-traditional leader of the research industry by 2020, not a Kantar, Neilsen, or GFK
  • 27% of clients expect google to be research leaders by 2020
  • 40% of research departments feel they will be marginalized by new sources of information
  • We are doing more: embracing change, innovation, data synthesis, non-traditional approaches, story-telling, social media listening
  • We are doing less: being brought in too late or treated as order takers
  • What is hot: web analytics, DIY, proprietary panels, digital qual, social media listening, MROCs, emotion measurement, mobile
  • What is NOT hot: prediction research, behavioural economics, gamification, eye tracking, neuroscience, virtual shopping
  • 60% of clients say DIY will replace much standardized research by 2020
  • Full service agencies have put out the welcome mat to their competition – ignored market niches, disruptive technologies.
  • It appears agencies aren’t reading their clients well, agencies are ignoring red flags. But it’s not too late.
  • We need three types of people:
    • management consultants (we all cringe) in the senior research positions, they talk the language of the C-suite;
    • polymaths, people who are experts in many different areas, technology, synthesis, different data, qual and quant
    • specialists: feed data to the polymaths, just one technology, just one type of analytics
  • If you want to be rich, go into analytics

Multi-Mode studies of Cultural Events by Atkinson and Conry #Eso3D #MRX

This is a live blog posting from the Esomar 3D conference in Miami. Written, summarized, and posted just minutes after the speaker has finished. Any inaccuracies are my own. Any humorous side-notes are mine as well.

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The place for mobile research?
Multi-mode studies of major cultural events
Simon Atkinson, Ipsos MORI, UK
Sean Conry, Techneos Systems, Canada

  • Telephone polls, plus online listening, plus mobile ethnography to learn about the royal wedding
  • Overall mood in UK was gloomy prior to the Will and Kate wedding
  • [Just got a bagel chart instead of a pie chart and a shout-out that it wasn’t a pie chart. Mmmm donut chart. 🙂 ]
  • Not many mentions of street parties before nor after, but a massive spike when they did occur
  • Different websites had very different counts for specific events [A recognition that sampling is important without using the word sampling]
  • Massive peak on April 29 for mentions of royal wedding. Imagine if you only did a poll the day before or a couple days after. You would have missed this peak.
  • Mobile phones let you see things come in by the media. Imagine lining the cell phone images taped to a timeline.
  • The combined data said this was a bank holiday plus something special. What did they learn? “Proud to be British” You might not have got this from  a survey which can’t really follow someone on a day to day basis.
  • Mobile phone research lets you reach people across an entire geography and you can pinpoint their location
  • Men 60% were not interested in the wedding according to a poll. But, through this research, men showed a greater interest. [actions speak louder than words]
  • Can we engage panel respondents in mobile surveys? is it interesting? can people multi-task? Does it provide more of a  360 degree view? yup!
  • Use mobile for mass or civic events, pinpoint moments of engagement, identify moments where communication is important, understand how communications are received in real time
  • Don’t be a lazy researcher. Be disciplined about question, context, and what kind of information will be most useful. Or your results WILL be wrong.
  • In the UK, 24 million people watched the Will and Kate wedding on TV. Who watched online? 32 million. Very much in line with other similar high traffic events from sports, entertainment, and royalty.

Digital Trends by Dominic Harrison #Eso3D #esomar

This is a live blog posting from the Esomar 3D conference in Miami. Written, summarized, and posted just minutes after the speaker has finished. Any inaccuracies are my own. Any humorous side-notes are mine as well.

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Digital trends forecast 2012
Dominic Harrison, Future Foundation, UK

  • [First mention of the word QualiQuant. Good start!]
  • The digital maximizer – best product, best price, best everything [not me…]
  • More than half of internet users compare prices online. A third of people checked online reviews before buying a phone.
  • The rise of smart boredom – turn downtime into constructive time [yes, i can drive and tweet and drink and put on lipstick and bake bread all at the same time]
  • What do people do while waiting for a bus? Switch off, check email, browse internet, play games [me? TWEET!]
  • Passive leisure is struggling – TV plus internet surfing [me? TV plus baking during the commercials. yes, it’s difficult]
  • TV channels support non-passive leisure by offering apps and website interaction intended for during the TV show
  • “Do some good” app – charitable activities on your phone. Music based incentives for taking surveys and other tasks. [Awesome idea!]
  • The quantified self – measure everything, running shoe apps, calorie counters. 15% of smartphone users use these things. [or… tweet charts, chocolate bar graphs, pumpkin pie charts]
  • Integrating the play ethic – Not a new idea but tendency has been energized by technology. Half of smartphone users play games once a month. mafiawars, angrybirds, farmville. [Twitter is a game right? I’m a tad off that chart!]
  • Digital etiquette – 42% of young people have posted things they wish they didn’t, half have detagged photos [See? Privacy matters! Please respect online privacy! ]
  • US, but not Canada,- majority of social networkers log in every day [Interesting! US but not Canada]

Ray Poynter – Overview of Online Research Trends #netgain

Image representing Conversition as depicted in...

Image via CrunchBase

Author: Handbook of Online and Social Media Research
Director of The Future Place
.
First live blog of the day. What follows are some of my silly musings and key take-aways of the session.

  • Today’s timing device… an iPad! Perhaps this is today’s surprise giveaway? I wish!
  • Ray has just explained that different hand signals report different types of humor, because us Canadians don’t understand the UK sense of humour. 🙂
  • Someone just yelled out the number 55 in the middle of Ray speaking. And he gave them a free book. You tweeters know what that is about!
  • Electronic wake – the path you leave behind as you use electronic devices, phones, computers, etc
  • MROCs will go mainstream (everyone puts their head down and takes this note 🙂
  • There will be turf battles for listening research, problem is contendors are not from market research (except Conversition!)
  • There will be more niche services. Lots of money here but just small amounts for small companies.
  • Surveys will still be rubish. We know what makes a bad survey and we are still doing them, only worse. No one is really improving anything. (Ha! I agree. We still do this badly.)
  • Convenience sampling arrives. People will finally agree that research does not use probability samples. That whole confidence interval thing does not apply. “We have a great convenience sample!”
  • There will be a battle of the paradigms. Significance testing and confidence intervals is just a ritual in social sciences.
  • We will seek consistency but not validity. We know how to achieve consistency within a certain level of tolerance. Polling worries about validity and the rest market research needs to worry about that too.
  • Peak survey. There will never be more people on panels than there are right now. Everyone who wants to be on a panel is on a survey. At one point, there will never be more surveys done than at this point. (Are you scared?!)
  • Scandals similar to “patients like me” are going to show up more often in our industry. Prosecutions for falsifying evidence are happening more often. More people are sharing private surveys online, sharing how badly surveys are being done. (Will we smarten up or hide better?)
  • Qualitative will make a resurrgence. Might go up to 25% of industry in next few years. Ethnography is really getting thrown around. “ographies” will be all over the place. WHY is a qualitative question.
  • Buzz words for 2011 in Ray’s “humble” opinion (that’s how he said it!)
  • Declining: 2.0, collaboration, brain, engagement, representative, science
  • Increasing: one as in one number, infographics (NO!!!!!!!), smart as in phones, sentiment, scrapegates, ethno

Related Links
#Netgain5 Keynote Roundup: Last Thoughts
Brian Levine: Neuroscience and Marketing Research
Brian Singh: Insights from the Nenshi Campaign
Monique Morden: Online Communities, MROCs
Ray Poynter – Overview of Online Research Trends
Tom Anderson: Web Analytics
Will Goodhand: Social Media Research and Digividuals

Sign up for a Webinar: Upcoming Trends, Do’s and Don’ts for Mobile Research

Feel free to sign up for this webinar. Listen to some potentially heated debate about whether cell phone research is a good.

To view this email as a web page, go here.
Upcoming Trends, Do’s and Don’ts for Mobile Research
Join us for a Webinar on Wednesday, December 16

Although it has been a topic of interest for several years, mobile research is only now gaining widespread traction. With recent advances in mobile phone technology, we have finally reached a point when it may actually be feasible to conduct mobile surveys on a more accurate and much larger scale.

Join this live Webinar hosted by Peanut Labs Senior Vice President Sean Case and panelists: Annie Pettit , Consultant at Annie Pettit Consulting; Leslie Townsend, President, Kinesis Survey Technologies LLC; Mark Cameron, Co-founder & Owner at Techneos Systems Inc.; and Chris Ferneyhough, Senior Vice President at Vision Critical. This fast-paced Pecha Kucha¹ session will:

  • determine and discuss best practices in mobile research;
  • explore solutions to the challenges of conducting market research via the mobile phone;
  • and include opposing points of view.

Attendees will gain insight into both the future landscape for mobile research as well as new advances in mobile survey technologies.

¹A presentation format in which one presenter shows 20 slides for 20 seconds each, for a total of six minutes and 40 seconds. Pecha Kucha was devised in Tokyo in February 2003 and has since gained massive traction with events now happening in hundreds of cities around the world. This format makes presentation concise, and keeps things moving at a rapid pace.

Title: Upcoming Trends, Do’s and Don’ts for Mobile Research
Date: Wednesday, December 16, 2009
Time: 11:00 AM – 12:00 PM PST

Sign up today for this live webinar!

After registering, you will receive a confirmation email containing information about joining the Webinar.

System Requirements
PC-based attendees
Required: Windows® 2000, XP Home, XP Pro, 2003 Server, Vista

Macintosh®-based attendees
Required: Mac OS® X 10.4 (Tiger®) or newer

About the Panelists

Annie Pettit, Founder & Consultant, Annie Pettit Consulting

Annie is a PhD online market researcher, specializing in social and industrial organizational psychology. She has more than 10 years of experience on the supplier side of market research. Her skills include research and survey design, advanced statistical analysis, quantification, panel management techniques and online data quality. Her expertise in research methods and data quality has been highlighted through numerous conference presentations including CASRO, MRA and MRIA. She has also published numerous articles in both professional magazines such as the Vue (MRIA) as well as refereed journals such as Behavior Research Methods, Instruments, & Computers and Computers in Human Behavior.

Leslie Townsend, President & Co-Founder, Kinesis Survey Technologies

Leslie Townsend is President & Co-founder of Kinesis Survey Technologies. Leslie has spent her career bridging the wireless and market research worlds. Formerly she served as Director, New Business Development for Codetoys, where she was responsible for international rollout of the company’s wireless survey solution. Prior to Codetoys, she ran a consultancy for telecom companies, Marketfinders, which focused upon strategic planning and new product rollouts.

Mark Cameron, Co-founder & Owner, Techneos Systems Inc.

Mark co-founded Techneos Systems in 1995. A pioneer in the creation of software for mobile devices, Mark has almost 20 years experience in the fields of market and socio-economic research — all focused on mobile data collection. Prior to Techneos he held management positions in both the private and public sector, including Canadian Airlines International and Parks Canada.

Chris Ferneyhough, Senior Vice President, Vision Critical

Chris’s experience includes a wide range of research projects, having conducted research projects for companies in the wireless communications, telecommunications, software and electronic commerce sectors. Chris’s abilities traverse multiple project types including concept testing, customer satisfaction research, market profiling and advertising testing. Chris has been frequently quoted in Canada’s leading newspapers and has made numerous television appearances on ROB TV, CBC and CTV discussing Canadian technology trends. Chris has a BA from the University of Western Ontario and an MBA in Marketing from Simon Fraser University.

Please forward this invitation to any colleagues, friends, relatives, etc. whom you think might also be interested in this live webinar.

My Awesome Haiku

Trending up and down,
………Revealing both good and bad,
…………………The line chart speaks clear.

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