Live note-taking at the November 10, 2016, webinar. Any errors are my own.
- People aren’t just buying products or services, they are trying to get things done, many ways to get these things done
- How can we sell more ice cream? No calories, better distribution. Now think about you personally the last time you had ice cream, why did you have it? Completely different answers, nice way to end the evening, bribe the kids, want to cool down after a run, playgrounds, coffee, cigarettes, beer are the competition. It’s not an ice-cream company and the competition is much broader.
- Can do job quicker and faster because you’re more targeted on what needs to be done
- Need to know why consumers prioritize certain jobs and why they buy the things they buy
- When: understand target markets fully and meet the needs of multiple stakeholders
- How: address root causes and specific use cases
- Why: broad solution space base don both functional and emotional insights
- Discover the jobs, what do stakeholders want to accomplish, what are the pain points and current approaches but don’t start there are you will miss the why
- Identify the success criteria and investigate the obstacles, go into detailed planning
- Assess the value and beat the competition, do NOT start by trying to beat the competition
- Credit card company – are you in the ‘gold card’ segment? Not very sophisticated. Add demographics which isn’t much better. Maybe go further with ten life-stage segments (college students, couple with baby) but this is not all that predictive for a gold credit card. Company really wanted to attract high spenders – business travelers, small business owners who put business charges on personal cards, these are very different people. Not everyone is seeking more even though that’s what we’re trying to give them. Business travelers might want instead preferential events so they can connect with their family at home.
- Toothpaste – satisfies a very specific job. Is Wisp the worst toothbrush? It’s hardly a toothbrush at all. But it’s a huge category success. Has a very clear view of the customer. People who travel during the day and it’s hard to brush your teeth when you’re away, don’t want to carry a wet toothbrush. You don’t need a dental hygiene cleaning, you need to make sure there’s no broccoli in your teeth. Can’t be bulky. Have to be okay with throwing it away. [Darn, they almost had me until I heard it’s disposable]
- Décor Aid redefined the norm by focusing on hundreds or low thousands of dollars clients, not hundreds of thousands. Value of freshening a living room before a party. Give you a newly interesting den. No obvious competition other than DIY and maybe it looking like DIY.
- Go from big to narrow, get more targeted over time.
- Case study – prepared food company expanding product portfolio. Functional job – budget, nourish, reduce time on menial tasks, eat healthy. Emotional job – unwind, bond, try new things, variety, demonstrate caring, express creativity. Makes more sense to start with the emotional jobs in this case – “feed yourself” isn’t very useful. Success criteria – tasty, filling, healthy, easy, fresh, variety. Obstacles – lack of energy, lack of ideas, distractions, cravings, timing. There are industry benchmarks and you have to be prepared to break those so you can stand alone a bit. Myth – couples want quick meals is more correctly couples want easy meals.
- Jobs To Be Done goes different than needs or features. It’s only one piece of understanding the market. Don’t compete on features.
- Map the entire process of customer behaviour and keep digging to get a root causes. Be a kindergartner and keep asking why why why. Create a hierarchy of stakeholder jobs and priorities. Satisfy both functional and emotional jobs.
- Get out of the conference room and talk to actual people. people have a hard time telling you these kinds of things on a questionnaire. You can quantify context and experience, you can ask about frequencies. And then qualitative gives you the full experience
- Two segments is probably too simplistic and too many is unreasonable. Direct mail gives you more options for more segments. 4 to 7 is probably a good balance to exploit richness of the world but not getting over detailed.
Live note-taking of the November 9, 2016 webinar. Any errors are my own.
- Survey insights have been overshadowed in recent years, market research is struggling to redefine itself, there is an opportunity to combine big data and surveys
- Preferences are not always observable in big data, includes social data, wearable data
- Surveys can measure attitudes, preferences, and perceptions
- Problem is organizational – isolation, compartmentalization of market research and big data functions
- Started with a primary research survey about health and nutrition, one question is how often do you consume organic foods and beverages; also had block-group census data from American community survey five-year summary data with thousands of variables
- Fused survey data and block group data using location of survey respondent from their address and matched to block group data, brought in geo data for that block group
- Randomly split the data, built predictive model on training model, determined predictive accuracy using validation data (the hold-out data), 70% of data for model development, 30% for validation – independent objective model
- Created a lift curve, predictive model identified consumers of organic foods more than 2.5 times better than chance
- When predictive models bows out from random model, you have achieved success
- Which variables were most predictive, not that they’re correlated but they predict behaviour – 26 or older, higher income, higher education, less likely Hispanic; this may be known but now they have a model to predict where these people are
- Can map against actual geography and plot distances to stores
- High-tech truck research
- Used a choice modeling survey, design attributes and models to test, develop customer level preferences for features of the truck
- Cargo space, hitching method, back up cameras, power outlets, load capacity, price
- People chose preferred model from two choices, determined which people are price sensitive, or who value carrying capacity, biggest needs were price, capacity, and load
- How to target to these groups of people
- Fused in external data like previously, but now predicting based on choice modeling not based on survey attitudes, lift curve was again bowed to left, 1.8 times better than chance – occupation, education, income, and household size were the best predictors
- [these are generic results – rich people want organic food and trucks, but point taken on the method. If there is a product whose users are not obvious, then this method would be useful]
- Fusion can use primary and secondary data, also fuses technology like R dashboards and google maps, fuses survey and modeling, fuses consumer insights database marketing and big data analytics
- Use this to find customers whose preferences are unobserved, improve targeting of advertising and promotions, optimize retail location strategies, predict preferences and perceptions of consumers, collaboration of MR departments with big data groups would benefit both entities
- In UK and Spain, demographics are more granular, GPS tracking can be used in lesser developed countries
- Used R to query public data set, beauty of open-source code and data
Live note taking from the UXPA webinar. Any errors are my own.
- Traditional user experience UX measures – first click accuracy, task accuracy, time to complete tasks, click patterns, conversation rates
- Self report measures include difficulty ratings, satisfaction ratings, think aloud protocols, debriefing interview
- But these use a filter, people can think about what they want to share with us, includes biases, people feel they are being tested and evaluated, people feel bad if they can’t do what they think you want them to do
- Implicit methods can offer a lot
- Eye tracking, EDA (sweat, electrodermal activity), behavioral analysis (eye rolling), verbalization analysis (negative words even though they’re saying something in a positive way “I’m not upset”), pupil dilation
- We can learn HOW people navifate, WHY they focus, and what, how long, and how often they focus on things, the combination of methods is more accurate, do not use eye tracking in isolation
- When to use eye tracking? Do people see things that aid in task completion? Look patterns including location, duration, and path, intended visual hierarchy vs actual look pattern, evaluates user experience
- Eye tracking assesses engagement – desirability, accessibility, trustworthy, useful, valuable, usable
- Engagement – Number of fixations, Processing – fixation durations, findability – time to first fixation, processing order – gaze path, comprehension – repeat fixations, workload excitement – pupil dilation
- Heat map of one person isn’t useful, need to average across many people
- Red usually means more attention, gaze opacity maps are interesting as they present in white and gray so you see more clearly what people are looking at, gaze plots work better for one or two people, side by side gaze plots are better or use a heat map
- Use eye tracking over time to see if changes to design improved findability
- What sample size is needed? No good answer [what about until the data stops changing?]
- Have used it qualitatively, no assumptions like everyone looks at left more in design A, Live broadcast the eye tracking to stake holders, small samples are ok
- Heat maps show a lot of differences when averaging across different groups of 8 people, you can’t make assumptions about these 8 people for another group of people; gets a bit cleaner with 15 people but there’s still variation, increasing it to 30 generates a lot more clarity [ah yes, the academic literature states that 30 is the bare minimum for averages]
- Can compare eye tracking of new users and experienced users, experienced users go directly to what they need
- Use eye tracking to prepare better paper diaries, how do people understand the questionnaire design, is the questionnaire too complicated, people wouldn’t put pen to paper for a long time, realized people wanted to write down the name of the TV show first, not the time and channel of the show
- People do not read dense text, if something is confusing you can’t just add more text to make it easier, use bulleted lists, bold headings, pare text down, people want to accomplish a task and we need to help them do that
- People read pages with questions on them differently than other pages, they skip a lot of instructions but they try to process the questions
- People instantly jump over instructions and go directly to trying to answer the questions, repeat fixations before interacting indicates confusing, moving back and forth and back and forth trying to figure out what to do
- People attend to the username and password no matter what else is on a page, if there is something people must read, it needs to be treated differently, put in a location where you know people are reading it
- Compare attentions to icons and motivational language, do people see the logos, sometimes learn people understand the old-fashioned version more because they are used to it
- Can evaluate age-related differences, older people gravitated to the center, read more of the left side of the screen, didn’t focus on the right side of the screen which would have helped them
- People consume mobile content much more quickly, scan down the right side of the screen and barely look at the left
- Can compare websites e.g. Facebook vs Instagram formatting
- Modern eye tracking – can use overhead tracking, device under a book, eyeglasses, attached to a monitor
- Mobile device stand – non-invasive stand that doesn’t get in the way of the participant, but it’s not a natural way to hold it, poor tracking quality, and where do you put the camera, hand can get in the way of the camera
- Glasses require something on your face, it can be dizzying for live feed watching
- Don’t sit next to the participants because they want to talk to you while they do it, ideal is in a different room but you can simply put a big cardboard barrier in front
- Does not work well – consider attention and gaze
- when attention and gaze are on the screen – answering your email on the screen, eye tracking works well
- If they need to go get information elsewhere, sometimes gaze and attention will be off the screen but at times will both also be on the screen, this will also work fine
- When attention are gaze are in different places – hmmm…. Let me think about that, I need to figure something out, or listening to someone but looking elsewhere – this won’t work well if they are thinking about something else while looking at your product, worse case scenario
Live note taking of the November 2016 Viz-Fest webinars. Any errors are my own.
Making a big difference with small changes by Simon Dunn, Highly recommend watching!
- Tight line spacing suggests an amateur design, use wider line spacing
- Change heavy dark text to less dark grey in keeping with the brand guidelines
- When using a quote, maybe use a photo or a signature image
- Use gradients in photos so the edges aren’t so stark
- Good ideas for respondent quotes – different lengths and sizes
- Maybe put quotes on individual slides, use cool large quote marks, transitioning between slides takes no more time and looks nice
- Often have many images you need to show, eg focus group images
- Think about google images, put identical size borders between every image so they line up exactly [oh, I do this!] Maybe try to include unusual image sizes like very tall rectangle
- Maybe put a large colour image behind the text to support what you’re talking about, put a colored square over the image so that it’s greyed out or blued out, or use gradients so it becomes white behind the words
- [FABULOUS ideas here. Recommend watching the video.]
- Could include a very simple chart over the image
- Remove visual clutter or horizontal lines, order by percent, highlight the item in colour and put the rest in gray to show a comparison, maybe put a small icon at the bottom of each bar, e.g., apple, orange, banana, but also show the word label to avoid confusion
- Put a giant percent number on a slide by itself with the essential words, or put very simple text in the middle of a donut chart, or create an image where 25% of oranges are coloured in orange, or use a picture of an orange where 25% is shared in orange and the rest in grey
- Traditional table with title on the top, table on one side, chart on the other side: remove all the table and chart junk, unnecessary colours, adjust scale to better fill the area, remove information that doesn’t add to the story, make table headers the same length and number of rows, consider colour shading, consider removing padding around tables
- Create a duplicate slide so you can refer to the old version and see what you liked and didn’t like, and what you may want to add back in
- Reduce and trim to the core message, stay with brand imagery and color, make sure imagery supports the story
Future Proofing and Automating Your Client Report Templates by Jon Hackenbroch, E-Tabs
- You can make a PPT slide look like a dashboard
- We are hovering between ppt offline reports and dashboard online reports
- Dashboard is better for 100 country tracker [oh gosh, I can’t imagine replicating that report 100 times!]
- Automating brings speed, accuracy, less stress, added value, can use interim data and build a project in advance, helps to remove the mundane aspects
- If one thing goes wrong, it can affect everything else from tabs to reporting and must fix in each step along the way. With automation, fix it at beginning and it’s fixed all the way through
- If people change projects along the way, automation remembers all the processes without them. It’s easy to replicate projects over the years.
- Very easy to standardize projects even among different teams, Very easy to test out new options and revert to previous without loss of time
- Make sure specs are clear – does top 5 brand mean top 6 if there are ties, or does it mean client brand plus top 4, or only brands with a minimum of at least X%
- Consideration variation among countries before hand – if some countries have 4 or 5 or 8 brands in a category, will you chart only 4 for every country so that formatting and colour always match
- What if one country only had the question added recently so it will need a bar chart instead of a line chart, need to prepare for this ahead of time
- Wording changes or spelling changes can affect automation to make sure it identifies things properly
- Test the template setup so that nice designs don’t have overlapping bars and words when they’re used with real data [this is why I like indexed data]
- Test if design looks different for a brand with 2 words vs 50 words on the screen
- Automation means you can check one report thoroughly and then spot check the rest
- Consider how a project will revolve over time, maybe need to add more brands or more countries or more answer options in future waves
- So much is lost with staff changes and automation helps with this [sigh, I’ve been in that role, it’s no fun trying to figure out how someone did something]
- Reports can be prepared in record time
- Check the data first not the formatting
- Don’t try to show as much as possible, figure out how to make things uncomplicated
- Don’t throw significance values over the place, focus on the essential values
- Retain access to your raw data! Don’t let it reside in another company or you could lose it forever.
DIY Creativity…. – Yes, You Can Do It! Increasing understanding by allowing for authenticity By Edward Appleton and Katharina Ladikas at Happy Thinking People, Highly recommend watching!
- Results become more vivid, come alive, keep stakeholders engaged, longer sessions don’t seem so long, memorable
- We deal with complex subject matters so we need understanding to be more accessible
- We do this by adding authenticity by changing the visual impact or making the results more tangible
- Our daily lives are bombarded with visually stunning images, perfect colours, sharp contrasts, stylish looks, polished, professional, anything less than stunning is boring and dusted
- But perfect doesn’t necessarily help us understand the content, perfect does not equal authentic, perfection creates a distance [Totally agree, glad they discovered the obvious because I certainly didn’t]
- How do we increase authenticity? DIY creativity refers to DIY scribbles and DIY handicraft! It’s fun, intuitive, fast, customized, only need a pen and paper, non-polished and non-professional on purpose!
- DIY is not just for ready made pictures and icons, it’s about creating them yourself
- When people hold a pen, it helps them remember and concentrate, let’s use these scribbles in a more meaningful way, a cute hand drawn cow can be much more memorable and appealing than a photo or professional illustration [I’ll have to tell my SO that I don’t need his computer animated robot for my People Aren’t Robots book. J ]
- Draw on paper, take a photo, screen cap it, crop it or color it, and use it anywhere [I AM SO GOING TO DO THIS!!!]
- Use it to simplify a complex chain of events – playful scribbles with keywords underneath
- Key sections of a presentation – draw pictures of shirt, dress, skirt, sweaters
- Guidance in a 3-hour presentation – pictures of each section, reference points throughout
- Orientation in a workshop – drew nametags for people, table stands to find the right places
- Make people feel welcome immediately – added little scribbles to each chair which made people smile and feel happy
- DIY Handicraft
- Customized, on the spot, and involving, imperfect on purpose
- Get art supplies, glue, fabric, pipe cleaners, felt, anything from a dollar store
- Product innovation – have people make their ideas more realistic, create different packaging
- New jewelry line – people brought new product line to life
- DIY creativity is more pleasant, more smiles than frowns, engage visually and emotionally, and it prompts things to happen. This is not about saving money or avoiding using the creative department. Clients lean forward and engage differently. Think of adult colouring books. Easier for clients to remember it, makes it emotional which is the beginning of action.
- [Lovely drawings of yourselves. Love your hair 🙂 ]
Immersion Techniques in Stakeholder Communications by Brett Bridges
- [sorry, my sound cut out for a while ]
- Created four social stations – Recreated a social setting, comfy chairs and coffee table
- Life-size infographics, six feet tall, to frame up what was important about a group, demos, business, stats on healthcare, grounding information for participants walking through exhibit
- Recreated a doctor’s office to immerse people in the topic, video of health care as a latino, audio testimonials to bring voice of consumer, booklet on the table to share competitive intelligence about what is working in the industry, interactive tablet with first person perspective game depicting a visit to the emergency room where trying to understand a complicated language in a second language is so difficult
- Third station was immersing in the values of the group using an immersion wall, like a hands on museum, contextual information and contextual objects, as seen in the in-home ethnographies, kids drawings, religious symbols, books, artwork to help audience understand the group, their identity which is important for messaging
- Station four was interactive insights platform – write a post-it note with aha comments, what they’d do differently now, put them up for other people to see and share in, online platform to understand more depth, video, images to engage people, get more after they left the station because it was a website, they can keep the website updated even after the initial event, no worries about version control
- Enabled a more authentic relationship with Latinos, for product development, portfolio planning, marketing, planning, dealing with language barrier, operations, call center staffing and training, insights, drive understanding and action
- Big investment but it can be done on a smaller scale, doesn’t have to be a big exhibit, uses pieces of it, each tool can be used separately to drive empathy
- Identify defining experiences, stories, objects to vividly recreate them through different mediums
Live note taking from Viz-Fest Day 1. Any errors are my own.
The future’s bright, The future’s branded by Lucy Davison, Keen as Mustard
- Know what you are and what you do, follow through in every aspect of your organization
- What are the three most valuable marketing activities? Branding and strategy, website, content marketing
- Biggest marketing problems: Awareness, don’t get on pitch lists, don’t know who we are or what we do
- Need to get your brand right first, relevant messaging and strategy
- MRX companies underinvest in marketing – More than half spend less than 5% of revenue on marketing. Average for a B2B company is 10%
- Things are stormy but far in horizon there is possibility,
- Big data is freely available, why do MR anymore? It’s faster, cheaper. Don’t need methods controlled by agencies. Now we have robots and algorithms doing our jobs.
- Other businesses are encroaching on our space – Google, amazon. [oh, it’s not ‘our’ space!]
- What can we learn from other B2B industries? Advertising – Saatchi & Saatchi reinvented themselves. M&CSAATCHI – Brutal, simplicity of thought. Cut back to only essential concept. BarleBogleHegary changed to BBH with a black sheep – it’s about being very different, going against the grain
- How do clients pick agencies? Obviously, good people they trust, clients follow good people. Good technology to support what they say they can do. Want a new perspective, always be growing, better intellectual capabilities, end benefits to their stakeholders, make it easy to buy.
- Look at logos of top 30 MR companies – all the logos look the same – blue acronyms.
- If you aren’t buying legacy, what are you buying?
- Most MR organizations are grey or blue, dull, boring. Even though we are dynamic and colorful.
- It’s what they say about themselves – world, global, intelligence, insights, research, provider, strategy, growth, customer, unpredictable, precision, analytics
- Must live and breathe the brand, it’s different, it lets you charge more
- It’s time to change – we have so much content and intellectual property, we need to charge for business solutions not processors, we need to stand up to apple and google and be branded like they are
- It’s how you behave with clients not just what you look like
- MR is like a giant IKEA warehouse of flat pack companies, no idea how they’re different
- Find your secret sauce – what is it that you have that is distinctive? Find your philosophy, make it meaningful, what culture do you have to deliver that
- WHY do you do what you do, tell your company story
- How branding helps agencies – pique client interest to get that first conversation, makes repeat business easier, methodology is far easier to copy than philosophy, more latitude on cost when proposals aren’t directly comparable, provides basis for staff recruitment, loyalty, and retention
- How does this help clients? They know what final product they will get. Makes the final product predictable and reproducible. Reduces the need for pitching. More likely to partner on new techniques. More obvious which agencies are a good cultural fit. Makes my life easier.
Out with the old: Internal branding and you by Virginia Monk, Network Research
- Move from being information providers to knowledge providers to providers of wisdom, a three or four-year journey, need to do this internally and externally
- Rebranding isn’t easy, must be all consuming, across all media, all interactions, staff, stakeholders, partners, clients; should impact everything you do not just cosmetic changes, must be sold to the business so they feel comfortable with it
- New visual identity need to align to new positioning, which signal change internally, and positioned the company appropriate externally
- Needed to work out SWOT, find their philosophy
- Competitors are technology providers, data providers, analytics providers not just other MR companies
- Old logo looked exactly like the generic logo Mustard had built, fifteen years ago it was cool and new but now clients and new employees didn’t know what the logo was
- Now the logo is a bright blue supported with orange for slight differentiation and a strapline, something to fit their identify around, tells customers who they are and what the benefit it
- Needed to change colours/branding on more than just the logo
- Asked a long-time client and a new client what they thought of the new logo with no prompting. They understood what was being said. Liked the three dots as a ‘watch this space’ more to follow
- Invested money so people connected emotionally with the branding and how it impacted them personally, had to work with all employees not just client facing employees
- Had a launch party for staff, not just a few drinks after work. Used an external location that related to the branding. Chose St. Paul’s in London. Strong, beautiful design, internal and external strength, and has a great view just like the strapline.
- Needed a sensory impact too. See, hear, taste, and smell the branding. Redecorated the office over the weekend, new paint, new decorations, new kitchen appliances and dishes, new furniture.
- Gave every employee branded gifts – cups, paper, water bottles, orange chocolate, oyster card holders, stress balls, new business cards and collateral
- Felt cheesy but it made a different. People love the oyster card holder, non-employees want them too
- Changed some job titles, changed email signatures, people were excited when this happened
- Circulated a brand book to everyone, new set of key works and terms for report and proposals, new iconography as well, lots of training on how to talk about it in this new way, training on new story-telling, operationalized the values for non-client facing staff – have an opinion on everything they do
- Use it in their appraisal forms and scorecards
- Branding is flexible and permits brand extension
- Must start with the business strategy, what are you and what do you want to be; staff engagement must come at the beginning; executing the brand is more important than the branding itself; more effective to have multiple strands to an internal rebranding strategy with constant repeats
- Recognize different learning styles, some people want a book, some want to be told, some want to play with it
- Bedding in the brand takes time and is a cumulative process
- Senior employees must live the brand and believe it, act it, not just lip service
- Business must be prepared to adapt for maximum impact – redecorating the office must have seemed excessive but it wasn’t
- Consider how it affects proposals early
- Create a handbook of terms and meaning for all staff
- Training never ends
Branding your insights by Mathew Sell and Daniel Tralman at Northstar
- Advertisers and public relations know how to sell themselves, hard for researchers to do the same
- Research has become too commoditized, need to make it more interesting, actionable, easier to access, it has a PR problem, we forget basic branding for ourselves
- Our research needs to stimulate creativity and inspire action, need to value individuality and creativity
- Insight doesn’t cut through the noise, so much is jostling for attention
- Insight Campaign Strategies – we need to practice what we preach, concepts not projects, interpretative visualization, disruption and dissonance
- Concepts not projects – we create concepts and clubs that people want to be a part of
- #20ExtraordinaryStories was the name of a new project, promoted storytelling not just research findings, gave it life, told clients that they were one of only 20 in the study
- Needed people to want to be part of the club, put the logo on every piece of content
- Font echoed a sports team, hashtag showed digital, color indicated luxury, club word was for unity and participation
- Created an online portal and membership packs, keep respondents engaged in the project and part of the community, required the skill of a journalist to give real time information
- Community allowed two-way communication, everyone had the same information at the same time, strengthened emotion engagement
- Interpretive visualization
- Design isn’t just logos and fonts, it’s symbolic representation not just design and not just direct, need to capture qualities of things
- Client wanted to center around a single word in multiple EU markets “good”
- Created a character around the word good, needed as few words as possible backed up with visuals
- Same with the word sustainability – use colors and images to support the word, even use those things as the font
- How light hearted does the style need to be to bring people along the journey, particularly when the image needs to be dark or negative
- Don’t worry about communicating directly with life like imaging, avatars indicate characters without specific details, removing facial expressions means you concentrate on other attributes of an image
- Disruption and dissonance
- Insight is easy to file, it’s linear with a start and finish
- Hand out booklets as people leave a presentation
- Use teaser campaigns to highlight studies, hand out popcorn, make posters and mugs, use physical assets along with digital [people love free stuff!]
- Performance is the next level of engagement
Live note taking from the October 27, 2016 webinar. Any errors are my own.
- Emotions evolved through natural selection and so are recognizable in humans regardless of language and culture
- Paul Ekman, top psychologist noted by American Psychological Association and Time magazine, six basic emotions – anger, happiness, surprise, disgust, sadness, and fear
- Robert Plutchik: Own emotion model added two more emotions to Ekman’s model – joy, trust, fear, surprise, sadness, anticipation, anger, and disgust. Plutchik’s model incorporates color so that rage is red, grief is blue, loathing is purple, colors we are familiar with
- Valence: how positive or negative people feel about something. Neutral emotions are surprise or anticipation which can be positive or negative depending on the emotion, a good surprise or a bad surprise
- What emotions do people feel towards the candidates? What intensity, what valence? And why do people feel this way?
- GenPop USA of 2000 people who have seen or heard many things about both Clinton and Trump
- Intent was not to predict but rather to understand voting behaviors so they included people who did and did not intend to vote
- Audience invited to answer a survey: http://www.focusvision.com/Election2016 (oops! For USA people only so it looks like I want to vote but I refuse to J )
- People feel negative about both candidates, People feel the negative emotions at a higher intensity than the positive emotions, Independent voters feel equally negative about both candidates
- Trump holds a monopoly on the surprise emotion
- People feel more negative about trump in all regions, all ages and young people in particular, and all income groups
- Based on open end verbatims they evaluated why those emotions were held for each candidate
- Why does Hillary make people feel joy? Qualified, first female, good intentions, aligns with political views, best candidate
- Why does Trump make people feel joy: Outspoken, new ideas, represents change, best candidate, aligns with political views, successful businessman, problem solver
- Why does Hillary make people feelanger: dishonest, privileged, different political views, pro-choice on abortion
- Why does Trump make people feel angry: bigot, egotistical, unfit, bad intentions, ignorant, bully, dishonest
- Why does Hillary make people feel anticipation: winning, first female president, future accomplishment
- Why does Trump make people feel anticipation: change, winning, what will he say or do next, actions as president
- Why does Hillary make people feel fear: distrust, unfit, uncertainty, personal agenda, safety of our nation, no change from Obama, loose freedom, gun rights
- Why does Trump make people feel fear: reckless, unfit, bigot, damage relationships, hateful agenda
- Why does Hillary make people feel surprise: made it this far, first female president
- Why does Trump make people feel surprise: outlandish remarks, made it this far, unpredictable, changes his mind
- Why does Hillary make people feel sadness: dishonest, don’t want her to win, will hurt country, no change, poor past decisions, wanted Bernie to win, only wins because trump is worse
- Why does Trump make people feel sad: offensive, people support him, he might win, will hurt America, no better republican
- Why does Hillary make people feel trust: political experience, good intentions, similar political views
- Why does Trump make people feel trust: businessman, outspoken, not a career politician, loves American, good intentions
- Why does Clinton make people feel distrust: privileged, pro-choice, her husband’s affair, cunning, different political views
- Why does Trump make people feel disgust: hateful, bigot, reckless, ignorant, rude, bully, egotistical
- Candidates are trusted within their own party
- 88% of millennials feels anger towards trump, 61% of females feel anticipation towards Clinton
- People who like trump says he’s outspoken but people who don’t like him say he is hateful
- Emotions are best measured over time
- Now live results from the questionnaire we just answered (keep in mind the audience is researchers who know how questionnaires work, not people necessarily answering honestly)
Well, crap happens and today was my turn. I had scheduled a webinar with five fantastic panelists to discuss using margin of error with convenience samples. Hundreds of people registered. Many people personally emailed me to say how they were excited about listening in. And what happened?
I’ve used the webinar software many times before with no problem but still took the morning to practice several times. The panelists and I all logged in early to make sure our sound was good and clear. Everyone was ready.
And when the webinar started, the audience heard not a word. I couldn’t type in the question box. I couldn’t type in the chat box. Nothing. I had to cancel the webinar.
Upon returning to my desk, I found over a hundred emails from people wondering if the webinar had been cancelled on them, or if the technical issue was on their side or my side. They just didn’t know what was happening. Clearly, an apology was in order.
Unfortunately, our webinar experienced technical difficulties today. We are working carefully to resolve the issue and will reschedule it as soon as possible. Thank you for your patience and we apologize for the inconvenience.
This is a very typical templated letter that any company might send so no worries there. It’s very formal and official, But boy, is it ever impersonal. And it just doesn’t sound like me. Here is what I actually wrote.
Thanks for checking in with me. I feel so terrible right now. We did a complete sound check ahead of time and the sound was perfect. Once the webinar went live, we lost all the sound and couldn’t figure out how to fix it.
We are going to reschedule and I’ll email you in case you’d like to give us a second chance.
I’m so sorry to waste your time today.
As you can see, the two letters are very, very different. The letter I wrote came from a human being. Me. I truly did (and still do) feel awful about disappointing hundreds of people. I didn’t know what the issue was but explained what I did know at the time. I know some people were inconvenienced. I know some people were annoyed.
Now, to be clear, I did copy and paste this message as a template. But I personally opened and read every single email. And I personally addressed each email. And I felt bad while I replied to each email.
And you know what happened? Many people emailed me back to say they were relieved to know that the technical issues weren’t theirs. Many people said they hoped the webinar would be rescheduled and that they were looking forward to it all the same. Empathy poured through.
I have to think that letting me come out in the email, rather than using a templated email, showed people that I cared. Perhaps treating each person who emailed me as human being relieved some of the annoyance.
It’s something to think about the next time you’re tasked with using a templated email. Maybe it’s time to drop the formal corporate talk and just say what’s in your heart.
(I’m still working on rescheduling the webinar and will leave a link here when I have it. Finding a time when five professionals can get together is tough!
**Here is the link to register for the re-scheduled webinar. THANK YOU for all the kind messages.)
Feel free to sign up for this webinar. Listen to some potentially heated debate about whether cell phone research is a good.
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