Tag Archives: unilver

The evolution of insights: practicing what we preach: 6 summaries #IIeX #MRX 

Live note taking at #IIeX in amsterdam. Any errors or bad jokes are my own.

Power of human intelligence in the new era – man and the machine by Simon Edward and Seda Tokcan, (IBM)

  • Our personal lives have blurred, it’s an always on world, a do it yourself mentality prevails
  • Expertise still drives world progress, but what is the role of expertise
  • There are barriers associated with building expertise in the new digital era
  • Even simple analytics are not straightforward 
  • Human cognitive capacity is inadequate compared to what is required in today’s digital world
  • Advances are ushering in a new era of computing, no more punchcards, no more simply programming, now we’re in cognitive systems era
  • To error is human but to really mess things up requires a computer, now computers can learn and build expertise
  • What is so unique about human intelligence, ability to create a novel idea, ability to differentiate between causality and correlation, ability to combine intuitions with intelligence, ability to ask questions
  • The essence of being human is asking questions, not answering questions
  • Technology boosts the expertise of intelligence professionals – enhance, scale and accelerate expertise
  • computer system confirmed 99% of medical diagnosis but added diagnosis precision to 30% of them
  • Think of technology as an enabler, let it cut through the ego and bias of humans

Automation: Robot vs Researcher by Paul Albert (Zappistore) and Tony Costello (RB)

  • WHat used to take 6 months is now being done in hours and TV marketing budgets have gone up
  • Research budgets are continuing to decline for three years in a row
  • In fifteen years, half of Fortune 500 companies have disappeared
  • Data and digital requires more research to fuel profit, Netflix and uber have grown immensely but TASI and blockbuster are dying
  • We need lower cost and more speed but we also need validated methodologies
  • Do you delay until the method os fully validated or launch Asap
  • Business that don’t adopt technology are destined to fail, bravery is need to adopt new approaches
  • Now they can test many more ads for more brands and chose more effective ads

System 1 Driven Brand Insights by CHristian Ohm (Magda) and Karthik Posnanski (BrainJuicer)

  • Mazda has rebounded because of the product line, youngest
  • They moved from lower premium and generic to more premium and distinctive, premium experience not high price
  • Have a strong product perception but a weak brand image perception, most brands don’t
  • Fragmentation leads to a weak brand, in message or tone, sounds like a different brand in different markets
  • Took a co-creation approach, more people than marketing need to understand the brand – call Center, dealer, sales person
  • People knew the brands and could talk about them but there isn’t a lot of emotion but some people just love driving and are passionate about it, they want to deliver on this experience
  • Spirit of Hiroshima – challenger attitude, never give up, we can do it
  • Emotional connection is achieved when care and driver are in perfect harmony
  • Created a brand book to share with everyone
  • Tracking needs to be fast and actionable, cover emotions, simple and engaging, modular and flexible, adapt latest MR thinking, forward focused and predictive, strategic and tactical, more qualitative [excellent advice for research in general]
  • Considered fame, feeling, and fluency for brand growth

The nature of consumer emotion by Aaron Reid

  • Visceral factors theory – Lowenstein, falling asleep at the wheel – extreme deviation from a desired equilibrium point
  • It was a bold man who first ate an oyster – well, maybe a crazy person or simply a very hungry person
  • System 1 ans system 2 interact, it can’t be one or the other
  • The proportion of emotion model combines emotion and reason in a single predictive algorithm, we are more accurate in predictions if we use both
  • You can’t measure racism explicitly, emotion interacts with reason
  • We see eye tracking and emotion tracking of the Budweiser immigration ad, can see attention in the right places and emotion being positive or negative at the right moments
  • Adding implicit facial coding and implicit impact of ads greatly increases ability to predict virality of an ad
  • Need to quantify the emotions from pride, gratitude, and anxiety

Unilever’ innovation in action by Vijay Raj (unilever), @vijayiraj

  • They engaged with startups so they could increase the work with half the cost, half the time and better quality
  • Have worked with 800 startups in recent years – the Shark Tank, piloted 200, recruited 30 for research and the new way of doing business
  • Want to move away from asking to observing, people forget, they give estimates (not because they’re lying)
  • Used google glass technology and advanced video analytics
  • Move from asking to sensing, though people struggle to articulate emotions, FMRI, emotion coding, facial coding, they use facial coding on every ad
  • Why should we ask at all? Asking reveals needs, combine what people search for on google with what people say on social media to replace traditional research
  • Move from studying consumers to building relationships with people
  • The technology enables them to string together a more powerful story
  • Let’s move to “i have the answer what is your question’
  • The pyramid of tomorrow: Input powered by tech, output enabled by tech, outcome delivered by people
  • Make the leap from insights to ideas
  • They pay their vendors bonuses if they do a job well [fabulous idea, will you do this?]

Integrating new data sources to improve the value of your segmentation research by Hilary DeCamp (LRW)

  • Can you buy an ad for a segment?
  • Geolocation, attitudinal profiles, likely voters
  • Need to use machine learning and targeting to buy thousands of direct targeted ads
  • Microsegmentation has its use but you still need to use classic segmentation for higher level needs
  • Alternative lenses for segmentation – demographics are targetable in media, behaviors for usage styles of path to purchase, attitudes for believes about category or self, needs for key buying factors, occasion based for needs that vary by occasion
  • Right now demographics and behavior segmentation are highly used
  • Challenges with segmenting – surveys are too long and phones are too small, we don’t know what we don’t know, self report behavioural data is not very accurate or precise, targeting segments is hard to do in advertising
  • Can profile based on quantative data but people are bad with numbers, qualitative research brings richness and texture, plus can add real world behaviours like actual online activities or models propensities
  • Audiences are identified and you can message them differently by segment
  • The new tools are making classic segmentation more actionable than ever before
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