Chaired by Marc Engel
Service Recovery, Gurt and Paul from Feedtrail
- [presented with 11 minutes notice so huge kudos to you!)
- Customer feedback program that measures the experience immediately not 2 days or 2 months from now
- Helps you ensure the appropriate person knows about the problem immediately so the issue can be resolved immediately
- You don’t need to wait until the end of your hotel experience to give your review of the bed or the bathroom. Give your review now so they can fix things when you still need them fixed,
Email is Dead. PowerPoint is Dead. Smart Video is Now the Killer Way to Communicate Insights! By Paul Field (Touchcast)
- [they set up a live green screen, he’s running all his slides from his cell phone]
- It’s easier to talk with people using video, more memorable, more expressive, more human
- You can show videos, products, documents, polls, surveys, quizzes but also be on the screen yourself to point at things or write on the screen
- They’ve included instagram style filters but nobody uses them. But of course people would be upset if there were no filters 🙂
Empathy: The Real Killer App for Insights by Katja Cahoon (Beacon)
- [game to play: write down all the numbers she will say and answer the questions that are to come]
- Most people write down the four primary colours, bed/table/chair/desk, and Einstein. Most people choose the same set of common words due to stress and bias, stereotyped, programmed ways of thinking. It’s hard to break out of them during pressure. It happens so during brainstorming sessions too.
- You can ask questions a different way and get completely different answers. Questions help you develop empathy.
- Perspective taking – consider from the perspective of the consumer, do you feel you know everything, have you walked in the consumers shoes, have you worn the adult diapers yourself?
- Don’t judge – is your team diverse or biased?
- Recognize the emotion in others – do we truly feel what they’re feeling or are we just measuring it
- Communicate the emotion and understanding – use cocreation
- Get out of the well worn thought pathways and brush aside the stereotypes
How to Drive Smarter Product Decisions with Agile Research by Thor Ernstsson (Alpha)
- Old research is gated decision making, decisions are irreversible, consensus is required.
- Agile research is high velocity, decisions are reversible, there is disagreement and committment
- We aren’t building space ships, it’s basic products
- The problem is never the idea, most people are in their jobs because they know what they are doing
- It’s okay to launch small decisions that are wrong and reversible that you can continually improve on
- Change your bias from planning to acting, change from being comfortably predictable to uncomfortably unpredictable, go from upfront exhaustive research to iterative experimentation
- Be ruthlessly outcome oriented
Live notetaking at the #IIeX conference in Atlanta. Any errors or bad jokes are my own.
Unlocking consumer insights: Navigating controversy using behavioural sciences to change the conversation by Lee Carter and Lisa Courtade
- Crises are always around us, there is no time to think, we’re always under pressure to think and act immediately
- It’s never been more difficult to be heard. If you don’t tell the story, someone else will. And they might tell it negatively.
- Just because you are right does not mean people will believe you. And often, the facts just don’t matter.
- We’re always on the defensive. Our attempts to correct the record fail.
- Crises are emotional and our messages should be emotional as well. We must engage people before we can persuade them.
- Just because the message makes US feel better doesn’t mean it’s the right message
- Impact – how personal and emotional is the impact, what are the priorities that are impacted. What is the impact of healthcare, the soda tax to me personally.
- Values – what beliefs and fears does the issue raise, what underplaying moral foundation is at play.
- Language – what language and rhetoric is being and could be used to address the issue
- Show people you understand why they are upset, show you want the same things they want, show you’re doing something about it, show there’s always room for improvement
- This can’t take 18 days like it did for United Air, that hurt the entire airlin industry not just them
- Messaging is rarely prepared in advance. This slows our response time which is damaging.
- We need to be in hero mode, not react mode.
- Learning interesting things is not insight – insight is fresh intimate understanding that has the power to genuinely change behaviour
- “I never knew I always wanted this” this is insight. You can only get to insight with empathy.
- Need to understand values first so take the time to truly understand the consumer, interview theme to understand who they are and WHY they think what they think
- How does KFC become a breakfast destination? [I am totally open to chicken and waffles 🙂 ]
- There are key drivers for breakfast – “my time”. The “first bite” needs to be familiar flavours, smells, and textures, a multi sensory experience to set the tone for the rest of the day.
- Consumers want a craveable first bite of breakfast but it still has to be familiar. [I think these people are way more into breakfast than I am. Wow.]
Unlocking attention: how eye tracking is boldly going where no market researchers have gone before by Mike Bartels, Tobii Pro
- Eye trackers used to be stationary and invasive. Now, they’re just a pair of glasses.
- Why study visual attention – 50% of all neural tissue is related to vision
- Eye tracking applies to attention in the workplace, training and skill transfer, fatigue and workload analysis, efficiently and error reduction [this is huge for air traffic control and other high stress jobs that have people’s lives on the line]
- Use eye tracking along with augmented reality so you can test visibility of retail locations
- You can learn how much people are actually reading messaging or just taking note of the messaging
Live note taking at #IIeX in Amsterdam. Any errors or bad jokes are my own.
The showcase is a collection of small companies used by Unilever.
- What is touchcasting
- [Speaker is now projecting himsel onto his slides using a green screen]
- Its the next best thing to being in a room with someone, use this to communicate with employees around the world
- [he’s choosing video from his screen and has removed himself from the big screen]
- Use for training, meetings, presentations
- Can use different backgrounds, put yourself in google maps, use a TelePrompTer on the screen, and this draws teh speakers eyes to the right place on the ipad
- Can use multiple camera angles by using an ipad and some iphones
- Can adjust the lighting yourself on the screen, can use filters like Instagram, can put titles on the screen
- Automatically creates multiple clips and then you can edit out your stumbles or miscues
- Unilever uses this because it lets you place content inside a presentation, video apps, documents, spreadsheets, polls, surveys, live social content, webpages, multiple videos can be shown at once
- Can be viewed on any device, tablet, phone, computer, you just need a modern browser
- It’s a container for long form content
- What do people say, see, and do when you aren’t there
- Do you go deep and small in scale and lack statistical accuracy? Many start small and qual and then go large and quant
- Don use surveys or panels, they use an app that anyone can download [isn’t that just a new kind of panel?]
- Request people to video a task the next time they do it – the laundry, the cooking
- You can google pictures on google but it wont be quite what you want, won’t be specific to your question
- They don’t put people in a room, a focus group, and interview. They have them engage during the usual task whether in a cafe or at home
- Ask people to log everything time they do something, a quick photo of the food or the situation, what emotion, what drivers, chat choices, snacks and meals are blurring
- Verify people with technology from native language speakers in the country, photos and videos are verified as real [by a researcher type of person not by traditional validation]
- Transcribe, translate, observations via machine learning
- You can recontact people based on their contributions
- They graduate people after two years and then people can’t provide consumer opinion anymore, they become retail experts [this is an excellent idea. Traditional panels should take note.]
- Majority of the planet is low income, they lack the basics in quality of water, food, housing, education, many deal with safety issues that researchers cannot overcome
- You can train young people within the communities to use handheld devices to do interviews, high quality data and they get information, products and services in return
- Unilever got huge surge in brand awareness, revamped their marketing messages, restructured distribution; communities increased their use in hand washing and increase in water treatment frequency
- In another project, they were able to correct the govts illness incidence rate which was four times higher than thought; realized they needed to use different words to describe the product because people didn’t understand the word
- This model creates work in unemployed areas, facilitates one on one conversation to create change
- Have done research in the USA as well, poor area where one third are obese, 14% have diabetes, and one third live under poverty line, highest morbidly rate in the area = we have emerging markets in our own backyard
- Could we increase their use of vegetables, where do they buy groceries
- Keeping research within the community increases response rates and engagement – locals talk to locals, builds trust and credibility, fosters opennes and deeper insights
- Creates a customer feedback loop, gives access to essential quality products and doorstep education [we need to build this into all the work we do, research for the greater good not just the greater buck]
- Find a partner and tell them something you are deeply passionate about [live demo after a brief sing. Now give that person a big hug.Yeah, don’t do this if you have a short shirt on. :)]
- “Who is Elvis” around here – who here is a brand, a maverick, breaks the rules [ha! Interesting concept!]
- We all have a bit of Elvis in us and business need this Elvis
- Help to drive a culture change, to deliver more ideas and partner better to make change happen
- You can’t think yourself to get ten out of ten, you need to take a creative leap
- You need to be more confident, bring passion, bring more of yourself
- Find the people who can impact colleagues on a day to day level
- People will always try to make you be more professional, be more of what other people want you to be, socialize to norms, emulate the leaders, lose touch with your unique and specialness
- Where do you have your best ideas [when i go for afternoon walks to take a break from work]
- Best ideas come when we realize or when we have fun
- People are good with the thinking part but less so the feeling part, people often do 80 percent thinking and twenty percent feeling for personal decisions but it’s more fifty fifty for business decisions
- Do you do the same thing every single day? That’s not insightful, need to adjust as appropriate
- [now instructed to make the best paper airplane you’ve ever made, people ripping out paper now}
- Would you change your design the next time? [everyone says yes] We just make it real and do it everyday and thenwe apply what we learned to the next time.
- We spend much of our lives on auto-pilot, same route to work every day, same dish at the restaurant every time, same side of the bed every time, we are creatures of habit and auto-pilot kicks in, not attuned to the uniqueness of the situation
- Need to learn how to wake up, need to have a clear intention for it
- Participation within TV shows is very different – family feud slogan is survey says and people try to predict answers of a random crowd, participates one way, it’s transactional, nothing matches among episodes, people give out nouns
- Whose line it is anyways – contestants interact with each other, create experience real time, topics may return in later parts of the show, its songs and action as and dance
- Hard to co-create with a mob, communities are good for a insights, but active creatives are even better
- Active creators are hard to identify
- Participation depends on the channel, the time, and need to be aware of this when you use it for predictive purposes
- Worlds first fully automated restaurant “Eatsa” everything is done by robots and self service, people took a survey and got a free lunch there, focus group of food and preferences, vegan or gluten intolerant, got invited back numerous times and were talking about dining expectations and technology not just type of food you like
- Needs are verbs
- Participation is a spectrum, mobs or community or active creations
- Co-creation looks tot he future – needs are verbs, projects needs through participation
- You’re already two thirds complete – existing community and research is foundation, engage creators next, fin a project, understand what works
Live note taking at #IIeX in amsterdam. Any errors or bad jokes are my own.
- Scent goes directly to the limbic system in the brain, the only sense to do that, hits the emotions directlyfr
- Fragrance is hard to shut down because you must breathe, it’s hard to not smell something but you can not see or not hear something
- Companies that have the sense of smell right make a difference [i do buy shampoo by smell, kids shampoos are the best!]
- M&Ms don’t smell so they need to use other emotions
- Consumers need scent but this changes over time, it’s not a change of needs but rather a stacking of needs, we don’t talk about the old needs, the table stakes, but they still need to be there
- Think about laundry detergent, conumsers touch the fragrance at multiple point from shopping to hanging up to sleeping on; this is all very different for hand soap; its not a strong clean now, its a care for hands
- Think about how the fragrance is released, eg the sun releaseing scent from drying laundry or fragrance released with high temperature of iron or only released during active body ovements [when you sweat?]
- Three parts – gather data, analyze data, impact with data
- Used to spend 95% of time gathering, 5% analyzing, 1% impact (the debrief)
- We need to change this balance to 40/30/30 – how do we do this build a new S curve
- Affinity for action, need to collaborate with consumers partners and internal team, need to to deep need discovery, need to story tell and visualize
- Need to use bold imagination, simple stories, and step outside of your world
- For 5000 years, we were horse riders, it made a lot of sense to work in the horse business, you know what happened after that
- Think of a world without electricity, we would be chopping wood within a week, you’d be walking everywhere (I’m good then!), but we don’t even think about it
- Why does shampoo smell like fear to me, shy do we use shampoo every day since it was only invited in the 50s, shampoo will collapse someday
- Science says its not great to wash your hair everyday, about half wash their hair every other day
- What is the outsider’s perspective, what if there iesn’t electricity or shampoo
- Let’s consider that the unthinkable is inevitable [i love this idea, how often do you do this?]
- We must pick up on the signals, if kids are wearing masks because of pollution what should the detergent companies do? Focus on freshness, teh grandparents know what nature smells like but the boy does not, he would change his clothes a lot because they smell, companies can share fragrances with him that he doesn’t know
- Be prepared and know where to look
- Technology lets us travel around the world physically and digitally, we have a fascinating future because of technology
- When products and services collide with human behaviour
- Micro emotions, emotional granularity, and emotions as the gateways to relevance
- Products evoke more emotions than we realize
- Top of mind products are the tip of the iceberg, unconsciously they influence our preferences
- A Fitbit make syou feel curious, then you learn all of the things it can do, then you wonder can it help your health, then you realize how bad your health is, so many emotions along the way, how many emotions do you have about one product
- Holistic experience scan, a panel of people who understand all the detailed emotions and know how to map them and score them
- Emotional life is diverse, worry, confusion, anger, contempt, guilt, disgust, hate, sadness, anxiety, reluctance, doubt, etc
- Researchers are often interested only in the positive emotions
- Created formulates to generate specific emotions for flight attendants about to go in the air, showtime curtain to create anticipation, nature section to encourage care
- Emotions reveal our deepest needs and values
- Can you ask and receive or should you instead focus on values and aspirations, learn about their deep needs
- Used the method with viewers and a news show, learned that the content of the news item need to guide the presentation of the format, let the newscaster be the guide not the teacher, other news shows are now following suit
- they have a list of 24 positive emotions
- Can you choose pretty visualization or functional visualizations, can you have both
- Is the purpose of the chart to look pretty or communicate the insights
- [oh, first use of Alexa] ALexa responded to the research question, we can interact with data via voice [oh, imagine giving your client an Alexa instead of a dataset!]
- [i look forward to the day when live demonstrations just work and you dont question it ever]
- Video will soon be the vast majority of internet content and in many ways its inaccessible
- How do we get from massive video content to shorter accessible video
- How do you beat one very articulate and passionate consumer so why don’s we use video more? Because it’s painful to gather and curate
- Half of executives would rather watch video than read text
- If you use video just to answer an open end question then you’re missing something
- Video is more than a 2 minute highlight reel or talking head
- How much time have you spent collecting data and how little time have you spend Rudly analyzing it, we can automate the collection part so we can spend more time on the analyzing part
- Analyze layers of data including speech or sentiment, facial emotional recognition, tone of voice recognition, Extremely useful at scale
- Use video to understand how long different cultures brush their teeth, how different they brush their teeth
- How people feel about preparing dinner, conversations during dinner, and treat these as datasets
- Understand emotional spikes by demographic groups
- What happens to social media listening when we switch over to video?
Live note taking at #IIeX in Atlanta. Any errors or bad jokes are my own.
Workshop: Empowering people with video insight by Dave Carruthers
- People remember stories not statistics
- Video is important because edit gives unrivalled depth, replace open ends with video, get 50% more content with video
- text boxes are becoming less and less effective, “it was great”. “I liked it”
- Video gets us closer to the moment of truth, adds authenticity, video brings consumers to life with emotion
- Video is at the heart of everything we do, Facebook, Instagram, snapchat, this is how people want to do thing snow
- Challenge is doing video at scale, but we are solving this problem
- Early video research was difficult, cumbersome, time consuming, need to watch and code all this video
- Got 350 videos this morning in just a few hours, asked people to rank Hillary and Donald on numerous issues, how can you build a report in 20 minutes, that’s what we’re going to do
- [now we go into three workgroups to turn hundreds of videos into reports. The room is FULL so introverts are safe if they stick to the back. 🙂 ]
- We’ve got fifteen minutes to make a video
- The videos have verbatim text beside them and the words are coded with the time they were said so you can extract it easily, people have manually transcribed the videos
- Words have frequency counts so you can see what topics come up the most, can set aside topics to review
- Can select what is relevant to you [could be very biased depending on who is selecting the topics and videos]
- Software snips out the piece of video related to the topics you chose
- Can add sentiment score to video, overlay captions
- Videos are put online with passwords to avoid some privacy issues
- [quite like this system as long as caveats around research bias are transparent]
- Do corporate entertainment, training, facilitating, and using the tools of improve to understand brand insights
- How to move from iprovisation to storytelling – go big then go small, wide then narrow
- Improv is a mind body experience
- [Here goes, everyone is asked to stand up and now we’re going to do the wave and some screaming. ]
- Half of people nervous about improv, easier to engage if there is unconditional support from everyone, create an environment of no judgement, show this through lots of applause
- Volunteer on stage, huge applause for the first nervous person, we are asked to applause every single thing she does, even if it’s just saying her name, We are now applauding her every tiny word
- She liked the applause but was still really nervous even thought everyone was clapping, she got to experience full cycle even with a tiny event , she trusted what she said was right and moved forward from there
- Today, we assume everything we say is right, say the first thing that comes to mind, say it, then censor it so that it’s more funny the next time, build on what you already said
- Reserve all judgement of self and others, we tend to judge ourselves first, we focus on ourselves first even though no one really else is
- Now we’re asked to introduce ourselves to partners and chat with each other, one person in each pair is asked to raise their hand, and the other perso will begin, the risk taker gets to go second; asked to plan a party for your own birthday party, respond to every idea with “no, because”; next person takes their turn and responds to every idea with “Yes” and add something to the idea
- Hearing no makes it hard to keep going, had to come up with more and more safe options, just want to quit, ideas are less innovative and risky, it’s a normal experience, we hear no a lot in life because it keeps us safe, we default to no when yes would benefit us more, it’s okay to say no but don’t default to no
- Hearing yes let people be even more outrageous, couldn’t have a bad idea, took more risks, more laughter, more fun, less scary, puts us at ease
- Brand stage event – company is in theatre, invite consumer audience, have a cast of improvisers and musicians, see connections that we wouldn’t notice otherwise, alternate discussion and iprovisation, discussion gets to emotion more quickly
- Find a new partner now, pick a favorite story you both know, tell it to the other person in less than a minute, now the other person has to tell the story in only 30 seconds, now it has to be told in ten seconds, and now in a reasonable length single sentence, now tell the story in the “I” form, now tell the story from the point of view of a different character in the original story
- Shortest story needs you to make a key point, more theory and images than details, focus only on what matters, short takes more time than the longer story, (have to talk faster), have to eliminate information that is irrelevant to the audience, have to focus on the audience more than yourself, not eliminate what you think is uninteresting but what is irrelevant
- Telling story from another point of view generate different details, more intimate, more emotional, more vulnerable
- Workshops help people see a new way of communicating, being more open and accepting
- Get feedback before something is fully baked
- Don’t take yourself so seriously, lighten up and be open to a different perspective, play gets teams more engaged, improv is about compassion and empathy, can deal with delicate issues this way, people become more willing to share because they create a safe space
- Use humour to empathize not to entertain, play humour to help the conversation, may not be humor in the end but motivational
Live blogged in Nashville. Any errors or bad jokes are my own. Any typos are the fault of iPad.
online data collection is the best methodology ever. except if you ask an open text question. snippets of conversation. tiny tidbits. some people will take the time to write out good responses but most answers are thin. why can’t the world be a long discussion like you would get if you just talked to people.
but wait – who would be able to make a video, who would choose to make a video, is the data comparable, are there biases involved.
You need a camera and a microphone. about half of people have a camera with a microphone in front of them.Men are slightly more likely to be able to make a video. massive age bias against older people being able to do it. men are more likely to agree to do it.
knowing that the video will be used a bit more widely doesn’t affect conversion rates a lot. the language around permissions needs to sound somewhat legalize so people know it’s serious. People expect you to ask permission to take video, that gets higher conversion.
You get far more content from speech versus typing, and it’s not just ums and ahs, it’s more codeable data. Much more verbal content even to difficult questions. The same top answers come up in both types of data but you also get many other answers, and you can figure out the second top answer much more accurately. YOu get more colour from the answers.
not everyone knows how to make the audio work or the video work. sound and lighting matter and not everyone is a filmmaker. if you can’t see or hear a video, you’ve lost data. Video gives you visual cues about whether the person cares or is trying or is searching for their own opinion.
about half CAN do a video. about half WILL do a video. about a third of a sample will end up producing a video. but it is demographically biased. be careful with permissions. consent will get better with experience. the age problem will go away.
do not use video along. don’t frighten off with excessive permissions. dont use plain english. check that the sound and video actually work. warn against videoing other people. don’t expect people who say yes to actually do it. do not expect it to instantly solve your problem. these are regular normal humans in their own home doing their own thing (e.g., might be naked!).
video open ends are a major step forward. [and some serious coding $$!]
Interviewing for the Edit by Michael Carlon, Hall & Partners and Joe Indusi, RESEARCH2VIDEO #CRC2014 #MRX
- why is high quality video important – people always remember the videos more so than reports
- PATIENCE is your friend. we’re trained to probe and fill the silence, we’re uncomfortable with silence. when someone asks WHY all the time, it interrupts the sound bite. HIt the mute button. 3 second rule. think of soundbites during the interview – wait 3 seconds. this lets the editor cut the clip and it leaves room for the person to keep talking. the first answer is usually the answer they think you want to hear but if you wait 3 seconds then they come up with the real answer.
- Stay out of the LIGHT. The poltergeist rule. Let the responder have the light. Don’t film in front of windows or it looks like you’re in the witness protection program. You can only use footage if you can see the face of the person talking. It’s important to show their environment, show what represents them, show where they usually sit in their favourite chair. Don’t put them against a blank wall that you could find anywhere. show their character.
- It’s okay to beat a deadhorse – you do know what’s going on after a few questions or interviews. But then you’re looking for consistency and reliable. and it gives you multiple editing takes in cases where there was a cough or a baby crying in the background. You can ask people to repeat what they said, “we’d like to hear you say that again.” Maybe they’ll say it a little differently or not but it’s okay to ask.
- Cutaways – don’t forget the B side. if people mention behaviours, keep track of them so you can show them during the filmed interview. it doesn’t need to be just a person talking, show little clips while they’re talking.
- Consider screening out pet owners – particularly if you know footage will be used, we don’t love your pets all the time, you can’t get footage out of a video full of barking. bring a lint brush 🙂
- Capture establishing shots – communicate without having to say it, take footage of the neighbourhood.
- Interview 3 to 5 consumers per segment – one will be a dud or they have dogs or cats, allows you to show multiple people saying the same thing, you can’t have a montage of one. helps sell an idea.
- Budget for time-coded transcriptions – do this even for tight budgets, it lets you not take notes and be fully involved, it’s easier to highlight quotes on paper and then show these to the film editor
- Insist on a video script – think about how the edits will come together, if the filmer can see the script ahead of time, then can plan ahead
- Work with an editor who know the MRX business – anyone can buy a computer with film editing and anyone can pull clips, but there is an art to pulling clips, they know what makes a good sound bit and how to build a story of clips
- The Oscars of Marketing Research: Peanut Labs’ Chief Research Officer wins ESOMAR’s Excellence Award for the Best Paper
- In which I rant about showing data in presentations #MRX #CRC2014
- How marketing researchers can start being more ethical right now #MRX
- How Funny and Clever Earns Budget and Respect by Adam Cook, Pilot Media, Inc. #CRC2014 #MRX
- Immersive Ethnography and Other Unconventional Research on a Budget by Clinton Jenkin, Barna Group #CRC2014 #MRX
- Discover the Science of Fascination by Sally Hogshead, Fascinate, Inc. #CRC2014 #MRX