Live note-taking at #IIeX in Atlanta. ANy error or bad jokes are my own.
Inspiring vendors to go the distance for exceptional insights by Debbie Balch and Rairo Davila
- Act as partners not vendors
- Asked vendors for examples of their work to judge the quality of it, asked for references
- Clear on setting up objectives and expectations of the research
- Client showed the vendor examples of reports that worked well in his company
- You might need to kiss a hundred frogs before you find your prince, trust is necessary but not easy
- You need to guide the supplier, touch base regularly maybe once a week, not just to track status of project but also to express questions or explain something that has changed in the company
- Both parties need to be willing to try new and innovative techniques to seek the truth
- Be flexible and willing to shift
- [moral of the story – be a nice person]
The brain science of buying by Susan Weinschenk
- People buy when they feel confident of thir decision [well sometimes]
- They may not ACTUALLY be confident but they feel they are ready to make the decision
- It is an unconscious process that can result in a single neuron firing, you cannot be aware of a single neuron firing
- You just need to make people confident enough to make that one neuron Fire
- Sometimes you just need one person to say “good decision” to make that neuron fire
- Dopamine is released when people anticipate, not when they get the reward, the feel good chemical
- Dopamine makes you seek information, more dopamine is released when the reward is less predictable, we react a lot to unpredictability
- Remember when the process to buy an iPhone was unpredictable and you had to get on a list that allowed you fill out a form which allowed you to get a phone which allowed you to get a phone, and you didn’t know when any of these things would happen or allow you to get a phone
- Don’t be afraid to make people wait
- Most decisions ar Meade unconsciously, 95% of thinking and decisions are unconscious
- Researchers could predict what choice people would make 10 seconds before the person was award of having made a decisions – using an fMRI
- People can make up an give you reasons but it probably isn’t the real reason
- Don’t really on what people say
- Most buying decisions involve emotions and feelings, not just logic and reasoning
- If you can’t feel emotions then you can’t make decisions, when people feel loyal to a brand they have a feeling to the brand, feeling is a precursor to making a decision [I like Ray’s definitions of loyalty – when logic says to do anything else but you do that]
- People make either a goal directed value based buying decision or they buy from habit, not both
- Don’t give people all the value information if they are asking a habit decision because people can’t do both at the same time
- We need to reach consumers emotionally
- The rise of “sadvertising” – brands want to are us cry
- “A snack for anyone who is seeking experiences” great empty tag line 🙂
- We are not thinking machines, we are feeling machines that think
- Emotions guide us unconsciously
- Why do you buy tide, mom uses it, friend uses it, like the colour, you’re guided to a habit forming purchase
- Showing people pictures of something will make them more likely to choose something later on related to those pictures, even when it’s stages away in terms of something like Puma to cats to dogs
- Go beyond words when you position a brand, embrace the messiness of abstract feelings and emotions, music, characters, images can be a brand statement or strategy document
- How you say it may matter more than what you say – the lighting, the colours, language used, tonality – meta communication
- Feeling of an ad lasts longer than a rational message
- Can build these feelings into the features of the packaging
- Emotions guide us unconsciously, brands are vast messy networks in the mind, meta communication is more important than you think
- [Start with a burst of rowdiness and free books for the noisy ones J ]
- We’re experience the highest rate of change and yet our brains are still 10 000 years old
- How do you reinvent faster and better
- [If you have seizures, do not watch this presentation!]
- Lifespan of a fortune 500 in the 50s was 75 years, now it’s 15
- Companies aren’t inherently structure to adapt
- You need to understand how chaos works
- [really getting tired of the yelling, really feels like theatre not learning]
- Almost all innovation happens by making connections between fields that people don’t realize
- We need to use patterns and technology to accelerate our work
- Profit comes from overlooked opportunities and this is what researchers are always looking for
- Opportunity is a riddle that you’re trying to solve
- We are prewired to do whatever led to the last success – this is how humans have successfully grown wheat for thousands of years
- Block Buster was a big data company that personalized movies by region, failed due to a bad decision to not go digital
- Blackberry, Smith Corona, Blockbuster, Kodak and Microsoft chose to focus on their main product instead of seeking out innovation and that is why they failed
- Step 1: Awaken, 2: Hunt, 3: Capture
- Awaken – 3 traps of a farmer – when we become successful we become complacent, we become repetitive, we become protective. Difficult to convince us out of it.
- Daily task is self-improvement and the search for opportunity. Be perpetually looking. Be insatiable, curious, willing to destroy.
- You only need 10% of your brand to be innovation.
- How often do you experiment with ideas and strategies that might not work?
- How much time do you spend each week hunting opportunities to do things differently?
- Do you let your new ideas die? How many of them?
- How much simpler would your business be if you started from scratch?
- Acceleration, cyclicality, convergence, reduction, reductions, divergence
- Facebook is a huge success – but if you want a business version, you want twitter. If you don’t want your photos saved, that snapchat. If you like food pictures that’s Pinterest.
- Rethink what people want – we don’t want to say that we came 2000 in a marathon, we want to say that we FINISHED. And now there are marathons that don’t time you. You just do amazing tasks with your friends.
- To see patterns, you need to step back from your role in your industry. Don’t dismiss them. Act on them first.
- You increase your odds of winning by aligning with multiple trends
- What services can be combined with your offering?
- Be irresistible for a specific group of people
- What parts of your business do consumers actually care about? If you split your companies into 5 companies, which one would be more valuable?
- Don’t fight an unstoppable force, rechannel to your own advantage.
- Where could you over-deliver to delight consumers?
- What do people hate about your industry? How can you be more customized from the mainstream.
- Opposing the mainstream fuels success
Live blogging from the #MRIA national conference in Saskatoon, Saskatchewan. Any errors or bad jokes are my own.
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/
The Future is Wow: Trends and Technology That Will Define The Decade to Come by Sarah Kunst #CASRO #MRX
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
- www.popsci.com secretly brilliant magazine your grampa used to read 🙂
- future is now and the future is wow
Live blogging from MRIA’s #NetGain8 conference in Toronto. Any errors or stupid jokes are my own.
“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
Live blogging from MRIA’s #NetGain8 conference in Toronto. Any errors or stupid jokes are my own.
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
… 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
- The four toughest questions you must ask #MRX (lovestats.wordpress.com)
- 11 signs that you don’t have a research objective #MRX (lovestats.wordpress.com)
What Really Makes Consumers Tick? Your Guide to Trend-Setters and Consumers Who Count!
Presenter: Ron Rentel
- Intersect with consumers in their lives, not in artificial setting – consumer immersion research
- multidimensional consumer portrait
- encompasses idiosyncrasies
- demographics + psychographics + real world understanding
- wide ranging implication
- precedents include hippies, soccer moms, metrosexual, enjoli woman
- Karma Queens – middle age, luxury oriented, large family and friend circle, not averse to pampering, concerned about the environment, feels sexy vital young and doesn’t apologize for it, concerned with health and wellness, driving natural and organic movement
- Parentocrat – push to succeed and protect, act out of love and concern, play the numbers game as everyday markers of success, fear of physical harm, fear of outside influences, supplemental education, educational products, lots of home schooling, helicopter parents, track kids whereabouts with gps, organic food; appeal to parental pride, stress safety but don’t provoke fear
- Denim Dads – involved at all levels, openly emotional, careers comes after family, delaying marriage and fatherhood because it is a calculated decision, remain youthful, share life with kids as peer to peer not parent to child, primary caregivers, flex time at work, paternity leave is important, shrinking generation gap, share music within entire family, cosby show, family ties, leave it to beaver
- Ms Independent – reject labels, make their own rules, young and single, sex without romance, objectification of the body, buys a condo when they want, live alone, no kids by choice, kids later in life, educated, own their own business, domestic by choice not by need, aesthetics matter, they don’t want to be one of the guys but they don’t want products created just for women
- Culture Crossers – young people, engaged in cultures outside the US, crosses all race and class boundaries internet allows them to be global citizens, friends all over the world, lastnightsparty.com lets you experience parties all around the world (not child friendly), embrace change, share music across cultures, hip culture and fashion, exotic beverage choices, can never be too avant garde, want to be the first to do something, don’t have deep pockets but they will spend on brands they care about
- Geek Gods – younger, love technology, teacher motivator trendsetter and sage, kind loyal and helpful, popular with friends and family, always there for you, geeky in a sexy way like the big bang theory, often male, websites like engadget, gizmodo, 4chan, reddit, desire for nostalgia, vinyl records, instagram feel, help adults use their technology, open source programming, can’t give them enough information
- The Social Media Research Love Hate Debate #MRX (lovestats.wordpress.com)
- Annual Meeting and Town Hall #QRCA #MRX (lovestats.wordpress.com)
- Storytelling by Ted Frank #QRCA #MRX (lovestats.wordpress.com)
- Recipes for Tasty Research Reports: Liz Van Patten #QRCA #MRX (lovestats.wordpress.com)
- QRCATalks: Quick tips on recruiting #QRCA #MRX (lovestats.wordpress.com)
Welcome to this series of live blogs from the MRIA Sample the Edge conference in St. John’s Newfoundland. All posts appear within minutes after the speaker has finished. Any errors, omissions, or silly side comments are my own.
- Forces of changed reached tipping point in 2008 – financial meltdown, explosion of social media, intro of smart phone
- Evolutionary shift in our culture
- Nowadays, kids can multi-task with multiple devices far better than we ever could, his kids want to move things on the TV simply by touching the TV screen
- Studies show brain changes are occurring due to text messages, is autism a natural evolutionary response to sensory overload?
- New competitors are emerging, tech and agencies are offering access to data that used to be the domain only of researchers
- Data is a free or cheap commodity now
- Biz intelligence can deliver predictive modeling more cheaper now, competitors we didn’t have to deal with previously
- We used to simply explain what happened but now clients want foresight
- What appears to be a gaming company may actually be a data collection company
- Cheaper fast better – it’s no longer pick two. You must have three.
- Google consumer surveys – Google has world’s largest panel at a fraction of the cost
- More sociologists and anthropologists leading in our space [and so they should! that is what MR is all about]
- 1.8 Zettabytes (18 million libraries of congress)- that is INSANE, this is the volume of data we are talking about from mobile devices; the bulk of this data is unstructured text data, not numerical data, this is why text analytics is so important
- Market research used to be data ponds – methodological rigor, objective reporting, low touch, slow to adapt, process vs people, market focus
- The transition of research is data rivers – methodologically curious, narratives, high touch, partnerships, technology, people vs process, regional
- The future of research is data oceans – methodologically agnostic, narratives implications and outcomes, high touch, integrated with clients, leading tech, people driven, global focus
- There is more experimentation in market research today than in our entire history – biometrics, neuromarketing, holographic interviewers [go star trek!]
- Kantar says their growth is qual – must understand minds and hearts of consumers, a qual focus, focus groups won’t work for everything but communities and ethnography are important
- There are more regional business models, not just brazil but latin america, not just canada but north america
- What do clients want? innovation, ROI, quality is table steaks, faster, cheaper, better
- Nice big shout-out to Bernie Malinoff [darn right he’s awesome!]
- What techniques will be used in the future? online communities, social media analytics, mobile surveys, text analytics, webcam based interviews are at the top of the list
- Mobile is real time 24 access to the consumer, engage at point of experience and interaction, it is not asked for or structured but initiated by consumer, deliver more value to consumer with special offers and deals, interact from marketing and research simultaneously – brands expect this, if we don’t other companies WILL
- The top growing methods have nothing to do with surveys but rather drivers of consumer behaviour
- Crowdtap, gigwalk, hyve, wayin, into_now, mu sigma are growing competitors and they are NOT members of MRA, MRIA or any mr industry, not bound by our standards of ethics, they embrace joining marketing and marketing research, they embrace how clients want it delivered not how we want to deliver it
- Ray Poynter thinks MR will become a job function not an industry, brands don’t lead with research, they lead with delivering value, no silos, no departments, good or bad that’s where we are
- Surveys will get really smart e.g., one question surveys, game mechanics, real time trackers fed from CRM and social media
- Qual will emerge as driving force – they are positioned to connect the dots, sociologists, ethnographers
- Emotions – brain implants, social media
- Google gobbles up data collection, and salesforce, facebook, microsoft, ibm adobe, yahoo, hp, synga will be there to
- Other trends: Research redefined by new client demands; Going glocal; Big data = big bucks; Mobile; Brands put their money with their mouth is
- “Strategic differentiation does not occur by delivering data, it occurs by redesigning thinking”
- We must rethink client needs, process, people skills, and technology enablers
- New vision – holistic model based on leveraging key values and strengths in new ways to lead the future – data synthesis, measurable ROI, innovation, leading edge tech, curious
- New skills – futurist, journalist, strategist, analyst, consultant, anthropologist – we must better engage with academia
- Researcher of future – storytellers, method agnostic, synthesizer, consultant
- How do we bridge the innovation gap – embrace and fund innovation
- For success – need insights, need consumer engagement, need experimentation and evolving models
- [good job with tweeting while you spoke lenny! I love it!]
- Y U No Have Research Objective? #MRX (lovestats.wordpress.com)
- Through the Eyes of A Market Research Methodologist #MRX (lovestats.wordpress.com)
- The Failure of the Story Paradigm #MRX (lovestats.wordpress.com)
- 5, 7, and 9 Point Scales: Do You See The Difference? #MRX (lovestats.wordpress.com)
- The Daily Listen Lady #MRX (lovestats.wordpress.com)