The World Has Changed. Have You Been Left Behind?

The world has undergone a significant change in the last few years; customers no longer consume information or interact with brands in the same ways. Brands have to be more and more creative in attracting consumer’s attention, engaging their audience emotionally and helping them stand out from the competition.

Unfortunately, finding ways to understand how well their marketing efforts are working can be just as challenging. Traditional research methodologies are often based on outdated consumer dynamics and contrived scenarios that don’t accurately reflect real-world behavior. To truly understand how consumers are reacting to their brand, marketers need to be able to see the world through their customers’ eyes in a way that is unobtrusive and authentic.

PTG specializes in completely passive, real-world consumer engagement and non-conscious measurement techniques that have been validated by experts from Scientific American, MIT and Barrow Neurological Institute. PTG’s patented Saccadic Eye Movement Recording system objectively measures cognitive response to marketing stimuli in a real-world environment by uniquely capturing the eye’s tiny vibrations that are essential to determining consumer engagement and interest. Unlike other non-conscious approaches available in the marketplace, PTG’s proven end-to-end research solution is fully supported by norms and passively conducted without respondents being influenced by intrusive biometric equipment. PTG’s technologies have been used across the Americas and EMEA to provide brands with a fresh perspective on how their marketing efforts are cognitively and emotionally connecting with consumers to ultimately impact sales.

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Takeaways:

  1. One of the biggest challenges for today’s marketers is being able to see the world through their customers’ eyes in a way that is unobtrusive and authentic.
  2. Consumer behavior has undergone a dramatic change in the last five years and as such, brands have to be more innovative in how they connect with their customers, making sure that their consumer touchpoints (advertising, packaging, Web sites, etc.) are emotionally engaging their target audience.

A special early session: Hit Makers: The Science of Popularity in an Age of Distraction

Special early session: Wednesday, March 22, 8:15 a.m. – 9:00 a.m., Room 5

What makes a new idea a hit – in movies, music, marketing or even politics? There is a science to why we like what we like. In his new book, Derek Thompson, a senior editor at The Atlantic, explains what he’s learned by talking to both academics and hitmakers about the myth of virality, the power of “familiar surprises” and how to make your next big idea take off.

Derek Thompson will be available to sign copies of his book at the Paramount Books bookstore.

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The Next Generation of Social Listening and Intelligence: The AI Evolution

Social listening and intelligence can be a powerful approach for breakthrough consumer insights. But understanding human language is complex. For those who have plunged into analyzing social media conversations, the challenges of sarcasm, slang, implicit sentiment are well known. Data reliability and problems with precision have made it challenging to fully use this data in effective ways. But there’s good news: next-generation machine learning technologies are changing the game of social listening, providing rigor to the data and fully unlocking the value of social listening data in unprecedented ways. This session will explore the latest techniques as well as specific examples in brand tracking, market mixed modeling and more.

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Takeaways:

Attendees will understand:

  1. The challenges and opportunities associated with social listening and research.
  2. The core language technologies involved and how they are being applied.
  3. Examples of advanced application of the data for insights generated by new machine learning/AI techniques.

Humanizing Big Data: Speaking with People

As the pace of decision-making in business continues to accelerate, insights teams are struggling with their ability to analyze data AND build a compelling human story around it. Unfortunately, too much emphasis is placed on the data itself, and not enough on humanizing it. To truly make an impact inside our organizations and with our business partners, two things are needed: 1) better analysis and 2) “humanizing” data.

Join Clorox and KnowledgeHound as they share their vision on how future technology will help to shape the ways in which we tell stories and discover insights with our data. Hear first-hand about real-world examples of how the world’s leading organizations are “humanizing” data at rapid speed and understand why the days of communication via Microsoft Powerpoint and Excel are a thing of the past.

From “Dating” to “Love” or “Boredom” and “Divorce”: How to Garner Rewarding Lifelong Consumer Relationships with Your Brand

Join Toluna and BERA Brand Management as we talk about how brands can best foster relationships with their most important customers, encouraging loyalty and advocacy. Learn how to best measure brand perception to learn your brand’s strengths and opportunities.

 

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Virtual Reality Explained: Innovation is Fun Again!

Who will move first? The VR age is coming, but exactly when will it start?

Almost every major industry sector is now researching virtual reality to enrich consumer experience: to tour that beautiful cruise ship; create some rapture in their local sports arena; drive that car; and transport into the latest immersive dining experience. At the same time, consumers are reluctant to spend the $1,000 that may be required for a fully operational virtual reality environment, especially as content providers are waiting for a critical mass of purchasers before investing the large sums needed for application development.

YouGov’s Virtual Reality tracker promises to kick start your VR intelligence and share our consumer knowledge across a wide variety of segments. VR is no longer a gamers paradise. Consumers – particularly women – are fascinated by the possibilities of harnessing VR for health and fitness, shopping and social media.

Our session will immerse you in consumers’ hopes, dreams and expectations for VR and some of the practical issues that might slow growth for the most exciting tech segment this decade.

And because we are all researchers we will include a VR demo and look at how we will be able to use VR for:
•  Conjoint analysis – using VR to bring to animate feature options.
•  Focus groups – as an innovative way to exhibit products and creative.
•  U/X testing – taking user experience to actual cases for products and services.
•  Store layout and shopper experience.

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Takeaways:

  1. A clear understanding of the current and near-future consumer landscape for virtual reality.
  2. A better understanding of consumer hopes and expectations beyond the gaming world.
  3. A discussion and demo of practical applications for VR in the research environment.

 

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Virtual Reality Explained: Innovation is Fun Again!

Fueling Real Business Decisions with Social Insights

It is time to rethink the tracking study. The most effective ones have evolved into nimble components of business intelligence. To fuel brand growth, you need to capture actionable insights that enable you to make smarter business and marketing decisions. Masco was ahead of the curve back in 2012 when they partnered with MetrixLab to design nine tracking studies using 100 percent social analytics. Hear how Masco has addressed marketing and business needs with social media analytics.

Identifying and Quantifying the Lost Opportunities Not Captured By Big Data

In recent years, the promise and reality of big data have yielded new possibilities for understanding and interpreting purchase behavior. Because of these advances, there is the natural tendency to rely on such data to guide marketing, merchandising and sales planning. While the potential benefits are attractive because of their scalability and cost-effectiveness, big data do not tell the whole story of shopping behavior, leaving an area of uncertainty where key insights can be generated to drive practical, actionable, revenue-producing solutions.

In this session, John Dranow, CEO, SmartRevenue, discusses data-driven approaches for improving retail performance through the analysis and modification of the shopping process. Drawing from case study examples, we look at how to capture the larger context of the shopper story: how to uncover motivations, purchase drivers and barriers, which are critical to understanding why shoppers select or de-select products, brands and retailers.

By studying how and why shoppers buy, marketers can:

 

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Identifying and Quantifying the Lost Opportunities

Amping Up Your Brand Tracking with Meta4 Insight

After previously working with Protobrand to conduct some communications testing, Harman saw the potential to also leverage Protobrand’s Meta4 Insight tool to enhance their brand tracking learnings. Like many brand trackers, the study provided a lot of good insights that related to consumers’ awareness of the brands in the category and their rational perceptions of the brands, but it did little to explore the more deeply-seeded thoughts and feelings. In other words, Harman wanted to uncover the deeper brand personas across the brands in their own portfolio and their key competitors.

While keeping their usual brand tracker intact, Protobrand worked with Harman’s other research partner to incorporate a brief module that leveraged the Meta4 Insight tool. Meta4 Insight is an online exercise, utilizing a curated library of images and applying visual metaphor elicitation theory. The exercise was focused on a given brand and asked respondents to think about the type of person who would use the brand. After selecting an image to represent that idea, respondents explain what that image represents to them and how it relates to the brand.

By capturing this information across all brands in the study, Protobrand was able to profile each brand’s distinct personality and map the overall emotional landscape of the category. Important nuances were identified between brands within the Harman portfolio that could be used to guide future positioning efforts and create stronger competitive points of differentiation. Since consumers tend to gravitate toward brands that are a reflection of their own personality (or that which they aspire to), Meta4 Insights gives Harman a new mechanism to measure over time the degree to which consumers are connecting with their brands on a more emotional level.

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Takeaways:

  1. Traditional brand trackers can be improved by incorporating more emotionally-driven insights.
  2. Meta4 Insight is a unique tool that efficiently captures more deeply-seeded thoughts and feelings about brands in a manner suited for large-scale online studies.
  3. Mapping the category’s brands to a visual and emotional landscape can provide important new insights that can guide positioning strategy and portfolio management.

 

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Amping Up Your Brand Tracking with Meta4 Insight

10 Heresies in Market Research

Heresies are not just opinions that contradict current perceptions. They are also seen as false perspectives that undermine the consensus necessary to maintain public order. My talk will present 10 heresies that challenge the prevailing “common wisdom” regarding the state of the market research profession and the path to a better future. These are organized in pairs — a problem with a solution — much like the travelers on Noah’s Ark, reflecting the rising flood of big data and other challenges we face. The presentation reframes our situation from a variety of perspectives and offers radical alternative solutions.

How and Why Brands Should Measure the Defensive Contributions of Advertising

Most brands are fighting for survival within highly competitive markets. Whether competing for share of wallet within a traditional category or share of usage occasions for a particular consumer need, few brands have the luxury of floating through a monopolistic environment.

Comprehensive analysis of the defensive role of advertising is a crucial – but often neglected – area of inquiry. The extent to which a brand’s advertising is helping prevent deterioration in brand health is key to measuring the value of that advertising. Yet most brands do not have a metric-based picture of the decline they would suffer without advertising.

This presentation presents examples from major brands whose advertising played an important role in helping them maintain their status in the marketplace – or slow losses in brand health. These cases, from CPG, alcoholic beverages and retail, show how brands can identify vulnerabilities usually left undetected by traditional brand health, sales tracking and marketing mix analyses. Included will be cases in which advertising has played a defensive role in driving both higher level funnel metrics (e.g., salience and affinity) and lower funnel metrics directly associated with short-term demand.

As insights professionals develop comprehensive analyses of advertising effectiveness, going beyond traditional metrics is a must. This requires understanding both the contributions the current campaign is making to the brand and the vulnerabilities the brand faces in its competitive marketplace. Armed with this previously cloaked knowledge, insights professionals can make stronger, more lucrative recommendations for future advertising initiatives.

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Takeaways:

  1. How to identify the extent to which your brand’s advertising might be preventing declines in brand salience, brand health or demand that would otherwise be eroding the brand’s marketplace position or value.
  2. How to apply these defensive dynamic metrics to advertising ROI calculations to better represent the true value of advertising.
  3. How to apply understanding of in-market brand vulnerabilities to future brand positioning and creative tactics.

 

Takeaways:

How and Why Brands Should Measure the Defensive Contributions of Advertising

Behaviors + Attitudes: Joining Forces to Advance Market Research

In today’s world, it’s getting harder and harder to reach prospective survey respondents. And even when you do reach your target audience, valuable time is often wasted on screening and qualifying. But it’s 2017 — survey research shouldn’t be equivalent to finding a needle in a haystack.

In this session, we’ll discuss the future of surveys through the lens of shopper and consumer insights. Learn how forward-thinking market researchers are targeting survey respondents based on actual purchase behavior, effectively avoiding the pitfalls of claimed behavior and recall bias. Discover how segmenting attitudes based on the behaviors they drive is helping brands quickly garner new, comprehensive consumer insights.

We’ll dive into three specific case studies where leading CPG companies uncovered new insights by leveraging:

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Takeaways:

  1. Triggered, mobile surveys can solve the industry’s long-standing problems of claimed behavior and recall bias.
  2. Linking demographics, online and in-store shopping behavior and consumer sentiment for a single individual is essential for a true 360-degree view of the consumer.
  3. By capturing these individual behaviors and attitudes together, it’s possible for our industry to draw new and deeper insights that simply couldn’t exist before.

Trend to Technology

By understanding consumer trends, Sonoco was able to develop a new technology to help increase sales in center store within the stagnant metal can vegetable market. Sonoco developed a new clear can to meet the ever-growing need of consumer trust and transparency! Learn how Sonoco used various techniques and tools to develop the optimal package for the marketplace.

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Case Study Presentation

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Takeaways:

  1. Partnerships with customer and vendors.
  2. Pivot and adjust real-time to deliver the perfect solution.
  3. Speed.

Gen Z Is Changing the Media Game Plan

Bye bye Millennials, Gen Z is here! From the virtual world of e-mails, apps and hashtags, to real-world purchasing power and beyond, Gen Z is changing the face of media and culture. As the first generation to have tech embedded in their DNA, understanding them is critical for paving the path forward. iHeartMedia has therefore conducted extensive primary research on all aspects of Gen Z, and Radha Subramanyam will be sharing original insights on the world’s newest trendsetters.

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Artificial Intelligence and Linguistics: The Perfect Recipe to Disrupt Concept Development

How many new products and brands do you see each week? How many of them resonate with you?

Join us to learn about the story of Breathology, a start-up who developed disruptive breath freshening technology that was in need of an advertising concept before the official launch.

In this presentation, we will explore a concept development approach that is grounded in tradition, while leveraging disruptive technology. The approach amplifies the voice of the consumer to create a positioning that resonates and is believable to consumers.

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Takeaways:

  1. Identifying consumer benefits, emotions and usage occasions through the consumers’ natural language is the foundation of concept development.
  2. As an industry, we must dig deeper to understand the potential problems, barriers and challenges that are associated with new products.
  3. New approaches should focus on saving time over money.

 

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Artificial Intelligence and Linguistics

Mixing it Up – Approaching Connected Consumers from Multiple Angles for Added Insight and Engagement

All qualitative research methodologies have their appropriate time and place, along with their pros and cons. A mixed-methods approach can help you gain a more well-rounded perspective and additional insights you might not have uncovered with a single approach — but why stop there? Applying mixed-method theory, learn how to combine activities, exercises, timing, audience and devices (including mobile) to keep respondents engaged. Learn how to extract otherwise overlooked nuggets for richer understanding. Through two case studies, you’ll uncover how this process is more fun, more engaging and yields better insights.

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Takeaways: 

  1. Uncover the various “angles” that can be mixed (exercises, atmosphere, timing, audience, digital devices).
  2. Review case studies of a “mixing it up approach” and testimonials of their output.
  3. Walk away armed with questions, components and ways to think about changing the angle within the research and for all participants (client and respondent) to get more out of your project.

Deloitte Case Study: Customer Journey – Distilling Priorities in a Complex Environment

Health care consumers are unlike typical consumers. Their experiences are varied and complex as they engage with multiple parties on emotional and personal topics. Health care is not a simple, one-time transaction with a single seller. Health care consumers face a multitude of options for services and are forced to use a confusing payment system. And, as we all know, the stakes are much higher in health care than in typical consumer transactions. Given these complex and evolving dynamics, having an in-depth understanding of consumer attitudes and behaviors has never been more important for health care players.

Deloitte needed to understand not just what consumers generally prefer from their health plans and providers, but how health care consumers make trade-offs when deciding what is most important to them in their health care experience.

Sixty-four interactions across the health care ecosystem were identified in the qualitative phase. They were worded directly in consumers’ language and phrasing. The challenge was having to prioritize such a large number of components, without ending up with results showing little differentiation. The TRC’s proprietary Bracket™ method was used, akin to those used in sports tournaments. Sorting and evaluating attitudes based on choice led to a prioritization of interactions and ultimately a stratified list of the most important interactions for consumers across their health care experience. When forced to make actual choices and trade-offs about what is most important between different dimensions of an experience, these consumer respondents provided us with meaningful insights. The method successfully identified the most important interactions while ensuring data and analytics quality and preventing respondent fatigue.

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Takeaways:

  1. How to overcome the ‘too many options’ problem.
  2. Solving complex consumer prioritization challenges.
  3. Presenting results in the context of various stakeholders.

 

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Deloitte Case Study

Confessions of a Research Ghost Writer: How to Get a Seat at the Strategy Table

There’s a dirty little secret in the research business that everyone knows, but few discuss in polite company: research presentations are generally dreadfully boring and way too detailed – especially for an executive audience. In this session, Gary Schmidt will offer insights into the mind-set of executives and business partners to explain specifically why certain presentation techniques work and others don’t and help both internal research professionals and external research suppliers understand the most common pitfalls that crater the effectiveness of most research presentations. It will offer specific suggestions on how to change your thinking and start presenting your excellent research insights from an executive perspective – and like a professional who deserves a seat at the company’s strategy table.

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Takeaways:

  1. Data volume and presentation effectiveness (and your credibility) move in opposite directions – as data volume increases, presentation credibility decreases. Keep things concise – even more concise than you think you possibly can.
  2. Similarly, complex charts, graphs and $75 words do not make you appear more intelligent and insightful – they make you appear junior and lost in the weeds. Boost your credibility (and the impact of your research) by conveying clear and concise messages, supported by simple, high impact, easy-to-digest visuals.
  3. The best way to get invited to the strategy table is to distill your data into pithy insights, have a clear position on what the research says and tell a simple, compelling story. That makes you a business consultant, not a “number cruncher.”

Executives + End Users = Empathy

Gail and Debbie will share a case study of how USAA and Elevated Insights united 100 senior executives with 100 customers for a full day of live interaction and increased understanding. They’ll discuss the unique challenges of training and teaching executives and the end impact that consumer understanding can have on high levels of leadership.

 

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Executives + End Users = Empathy

Cultural Overlap in Social Latino Listening Research

Despite their relatively brief existence, virtual brand communities have quickly grown into an important tool for marketers to engage with Latino customers. When these virtual brand communities are developed, they indiscriminately attract U.S. Hispanic-born, foreign-born Latinos living in the U.S. and Latin American costumers. The juxtaposition of Latin American cultures creates a cultural overlap, challenging brands to create and distribute relevant and targeted content to engage with these three distinct segments.

Latinos use virtual brand communities as a facilitator for cultural exchange, much like the old days when Latinos went to “la plaza del pueblo” (town square) to strike a conversation with a “paisano” (friend) over a “café” (cup of coffee) or “algodon de azucar” (funnel cake). This is an invaluable social environment that brands have unintentionally recreated in the virtual space to hear what their Latino customers say. But this doesn’t necessarily mean that brands are effectively listening, let alone successfully strengthening relationships with their Spanish-speaking constituents. The problem lies in the inability to use culture as an organizational tool to understand what Latinos actually say versus what marketers think they say.

This presentation will focus on how qualitative exploratory research organizes the cultural social environment and the conversations taking place in a specific time frame. It will also examine the role that brands play in building engagement with constituents in virtual brand communities. In addition, Claudio will share how semiotic analysis helps to reveal inexplicit protocols that may be typical of one Latino segment and not another and the influence of cultural meanings and language bonding Latinos. Lastly, Claudio will show the relevancy of cultural personal stories over keywords, sentiment and tonality to help brands develop relevant content.

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Takeaways:

  1. How exploratory qualitative research organizes the cultural social environment.
  2. Why brands should add cultural personal stories to content marketing.
  3. How cultural overlap triggers cultural sharing among Latino constituents.

 

Presentation Materials

Cultural Overlap in Social Latino Listening Research

Using Technology-Driven Insights to Perfect Brand Messaging: How Next-Generation Viewer Insights Power the Film Industry

Toluna and our client partner will share examples outlining how companies have applied automation to streamline the digital insight generation process and speed the time to insight.

The ABCs of Gen Z: Attitudes, Behaviors and Concerns

Hyper-connected, anxiety-ridden Gen Z is about to enter the workforce and wield their purchasing power. Just as we get a handle on Millennials, it’s time to start learning what makes a new cohort of consumers tick. Join BuzzBack as we share results from our new Gen Z study.

You’ll learn:
• What their biggest fears and their life goals are (so far);
• Who they look up to and want advice from (hint: it may not be who you’d think);
• Attitudes that shape product development in health, nutrition and tech; and
• How and where to connect with them and why.

We’ll look at findings from our primary research with U.S. and U.K. consumers, augmented with insight from global experts and culture-spotters contributed by Faith Popcorn’s BrainReserve.

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Takeaways:

  1. Identify Gen Z perceptions and attitudes that shape product development across a range of categories.
  2. Solve communication challenges by understanding how Gen Z consumers like to engage and how to speak to them in their language.
  3. Determine ways to position your brand. Identify what’s driving their choices and brand selection.

Best Practices for Introducing New Technology into Your Insights Department – A Panel Discussion

In this panel discussion, hear from corporate researchers on how to integrate new technologies and methodologies into the insights space. Panelists will discuss the successes, failures and pitfalls of this integration and how companies can benefit from keeping their insights department technologically relevant.

Moderator: Kathryn Korostoff, Research Rockstar

Panelists: Breyda Ortega, Belkin; Kacey Shap, Ph.D., Herbalife; Gavin Knapp, SEMA

 

 

The Richness of Nuance: The Living Brand Tracker

The struggle to explain the ‘why’ and identify nuance in your brand tracker is frustrating. Ambiguity and lack of differentiation plague analysis, impacting quality of decisions. With the Meta4 Insight software platform, we uncover human truths in one singular process and provide actionable insights for brand development. Watch us explore deeper-level insights with our Luxury Car Brand Tracker and see what’s driving momentum for BMW, Mercedes, Tesla and Volvo.

At Protobrand we believe there is a bright future for the brand tracker as long as we recognize that we need to utilize smarter technology to collect impactful data that can inform brand building. With the Meta4 Insight platform, we capture people’s deep-seated thoughts and feelings and enable respondents to articulate associations and emotions — key elements that differentiate brands from one another.

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Takeaways:

  1. Vitalize your brand tracker by explaining the ‘why’ and capturing nuance.
  2. Tap into the emotional, non-conscious motivators that breed devotion.
  3. Quantify, scale and automate the collection of rich contextual data.

 

Presentation Materials

The Richness of Nuance: The Living Brand Tracker

Incorporating Foreign Languages into Your Research: How to be a Savvy Translation Buyer and Run Foreign Language Projects

This presentation is for both client-side researchers and suppliers. It will empower you and make you feel more comfortable pitching and working on foreign language research projects for both U.S. Hispanics and those with global scope.

We will cover the incorporation of foreign languages throughout the research process: from research design, screener and QRE writing, data analysis, to report writing. We will talk generally about how cultural factors affect timing (Ramadan in Saudi Arabia and Ferragosto in Italy) and content (income taboos in Latin America) and specifically about how the integration of foreign languages affects each stage both in terms of time and money, like how to price translations and how and when to use interpreters and what those costs will look like. I’ll show you real numbers that you can crunch in order to clearly understand and communicate the bottom line. I’ll illustrate real-life examples from pharma and CPG projects that we have run (or helped run) and offer some fun “dos” and “don’ts,” as well as some past project pitfalls and amazingly creative wins.

I will show you how we process the translation of your documents, from linguist selection to the software we use. I’ll explain a bit about machine translation and explain when to request draft translation and discounts for repetitions in order to cut costs. I’ll define back translation and how that service can be leveraged to firm up buy-in from stakeholders as you move through your project. You’ll get a glimpse into the different ways in which an interpreter might be involved in your project – a real person who interprets from one language to another in real-time. I’ll explain the differences between simultaneous, consecutive, escort and whisper interpretation. I’ll demonstrate how interpreters work and how they might play a role in in-depth interviews, focus groups and more.

You do not have to be familiar with foreign languages or fluent in a foreign language in order to run a global project. I will describe what an LSP (language services provider) does, how to differentiate from the thousands out there in the marketplace and how to use the LSP like a team member for support throughout your project. I will offer strategies for including client-side global team members in the process in order to garner “free” foreign language resources and the way in which to set expectations for their role.

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Takeaways:

  1. Gain confidence in pitching and working on projects involving foreign languages.
  2. Learn how to smartly manage time and budget when foreign languages are part of your research.
  3. Learn how to leverage client-side and vendor relationships by understanding the unique roles each can play when working with on a foreign language projects – who to ask, what to ask and how to delimit those roles.

 

Presentation Materials

Incorporating Foreign Languages into Your Research: How to be a Savvy Translation Buyer and Run Foreign Language Projects

Reduce Incentive Costs and Improve Panel Engagement with Gamification

Every panel manager is faced with recruiting, surveying, engaging and retaining respondents. They are constantly looking for new promotions to drive respondent behavior to ensure that company and client stakeholders stay happy. Common problems panel managers are faced with include stale promotional offerings, a tight budget and a disconnected user experience. What we will discuss in this session is how to employ a game into your next incentive promotion and the pitfalls to avoid. The first thing we look at is the marketer employing games in their marketing mix and if/how they are implementing the game within their program, and if not – why?

Incentive drawings are designed and deployed to impact consumer behavior and are meant to engage a panelist with an opportunity to win an offer of high perceived value that is enticing enough to impact consumer behavior by increasing consumer engagement and building brand advocacy of a survey, the client you are serving or your company.

Incentive drawings need to be carefully created, deployed and managed to avoid legal, operational and financial pitfalls. Legal issues associated with a promotional drawing can have considerable ramifications. To avoid the considerable issues associated with drawings, it is often best to partner with an incentive marketing agency with expertise and experience in designing and managing promotional drawings. An effective incentive drawing does require a base level of volume.

To launch an effective incentive drawing program, the reward mix must be attractive enough to impact behavior. Supporting a reward mix of $5,000 or more requires either a willingness to pay for rewards well in advance of distribution and have the drawing play out over a long period of time or sufficient volume to burn through the drawing entries available in a considerably shorter window.

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Takeaways:

There are three very clear conclusions: There is a role for drawings in almost any incentive plan; drawings need to be administered through technologies that panelists want to use supported by program management software that can offer marketers the ability to manage thousands of rewards, multiple games and access to real-time reporting. But no drawing is successful if the wrong reward mix is assembled and legal issues are not worked out in advance when creating an effective drawing.

 

Presentation Materials

Reduce Incentive Costs and Improve Panel Engagement with Gamification

Market Research Doesn’t Have to be Disruptive… You do!

ZappiStore shares key learnings and trends on research automation and technology. Automation is a much-deliberated topic within the market research sphere, as well as in the wider business community. It has even been highlighted in this year’s GRIT report. Once upon a time, it was only an “emerging trend,” but it is now very much in full swing; companies of all shapes and sizes are enjoying the benefits of having more time, lower costs and a lower head count.

It’s not just faster and cheaper – it’s smarter. Automation fundamentally changes the way we do business.

Use technology to make industry-leading market research faster and more cost-effective. Enable stakeholders and clients to get insights fueling their business decisions in a matter of hours. Bring consumers into the business process earlier and more often.

Includes client quote (possibly in-person), real world case studies, visuals and video.

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Takeaways:

Make yourself and insights more impactful by:

  1. Breaking the status quo.
  2. Keeping pace with today’s business needs.
  3. Giving the consumer a seat at the table.

 

Presentation Materials

Market Research Doesn’t Have to be Disruptive… You do!

Inside the 2016 Election: What Marketers and Insights Professionals Need to Know

Each presidential election yields discoveries and learnings that find their way into the corporate world. Brands clamor for strategies and tactics that proved effective in the most competitive of battles, with the highest of stakes. So what can we take away from the most inimitable election of our times – what can we learn from it, what should we borrow, improve or toss out? In this session, Amy Levin – a partner at Benenson Strategy Group, member of the research team for the Clinton campaign and consultant for technology and Millennial-centric brands, will share her most eye-opening learnings over the last 18 months and reveal what they mean for marketers and insight professionals.

Attendees will come away with:

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It’s not the Journey. It’s the Experience.

With information overload and more ways to influence, consumers are more empowered than ever before. At the same time, the market landscape has shifted to be more fragmented and competitive. As a result, the modern consumer journey is much more layered – instead of a couple discrete paths there are now multiple connected experiences.

Please join Revlon and Kelton as we discuss how you get to the root of what those consumer experiences look like to better inform brand communication, media targeting, retail/e-commerce experience and innovation.

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It’s Not the Journey. It’s the Experience.

Driving ROI for Clients Means Changing TV Measurement

In 2015, the Center for Multicultural Science and MAGNA GLOBAL conducted a study to investigate whether there is a better way to measure the changing Hispanic television audience. Published in the August issue of the Journal of Cultural Marketing Strategy, the study found that there were significant television viewing differences between first-, second- and third-generation Hispanics. For corporations, retailers and ad agencies, the findings have significant implications for media buying and planning for the U.S. Hispanic television audience. The authors propose that this model can be adapted to the U.S. Asian population as well.

The authors will present a follow-up study, comparing Nielsen-based television viewership data against survey-based data from the 2015 CMS/MAGNA GLOBAL study. The follow-up study confirms much of the findings from the initial study, but provides new and interesting findings based on the Nielsen analysis. Implications will be discussed on media buying and planning for the U.S. Hispanic population and whether a new audience measurement standard is needed to help leading corporations maximize Hispanic television ROI, now and in the future.

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Driving ROI for Clients Means Changing TV Measurement

Aiding the Underbanked: Research is Key to Success in New Product Launch

When you’re creating a new product for people whose lives look nothing like your own, how do you tap crucial insights on a small budget? Research plays an indispensable role.

In this presentation, attendees will learn the story of how Nix Neighborhood Lending creatively applied marketing research techniques to their new product innovation challenge. Tasked with developing a product for the underbanked, the Nix Neighborhood Lending team struggled. People with often poor access to mainstream financial services, the underbanked are a dissimilar, often hard-to-pin-down target market – and with a limited budget, team members desperately needed actionable insight to craft a compelling product that met consumers’ needs.

The core truth (and the power) of insightful marketing research lies in its ability to access the key role emotions play in decision-making. With spot-on, carefully conducted research, Nix gained understanding into the blend of behavioral economics, conscious and unconscious decision-making, guiding new product development to successfully embrace the irrational aspects of human behavior.

In this session, attendees will gain an understanding of the value of research and role groups, in-depth immersive interviews, empathy mapping and metaphor elicitation, all of which contributed to the successful launch of the PayDay PayOff Loan.

In addition, this lively presentation will give attendees a step-by-step illustration on how to apply metaphor elicitation to discover how consumers truly feel versus how they say they feel. A scientific method with a proven track record, this research approach elicits deep-seated thoughts and emotions using pictorially-based interviewing. Using simple imagery to explain the science behind metaphor elicitation, this session will engage participants in active demonstration. Attendees will leave with a broader understanding of this key research tool and how to apply it to their own current and future research efforts.

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Takeaways:

  1. Attendees will be inspired by the creative application of research (on a small budget) to a marketing challenge that addresses the needs of a financially underserved population.
  2. Attendees will better understand the science behind the use of metaphor elicitation as a research methodology.
  3. Attendees will gain a better understanding of how to research the non-rational side of decision-making.

 

Driving Change: Using the Customer Experience to Create Engaged Employees and Brand Advocates

Moving is stressful, but Wheaton | Bekins believes it doesn’t have to be. Within the household goods moving and storage industry, Wheaton | Bekins is taking a strong leadership position among the top van line carriers by focusing its efforts and resources on:
– Better understanding the customer journey and the strong emotions involved in the interstate moving process using a combined qualitative/quantitative research approach;
– Improving the overall experience by using customer feedback to design the strategy and content of targeted training programs for Wheaton | Bekins agents, drivers and corporate employees; and
– Using customer research to drive other positive changes throughout the business that increase customer and employee engagement.

By creating a systematic process for gathering feedback from tens of thousands of customers and then distributing this information on a daily basis across its large network of agents, drivers and corporate employees, Wheaton | Bekins has demonstrated the importance of using customer feedback to drive its business strategies and operational improvements.

Training and development programs based on voice of the customer comments and newly-created customer personas have transformed the culture at Wheaton | Bekins to one that places the customer at the center, resulting in significant improvements for Wheaton | Bekins, including a meaningful increases in its Net Promoter Score®, consumer advocacy measures and stakeholder engagement. In addition, the segmentation of customers based on the feedback received about their moving experience has successfully enabled Wheaton | Bekins to solicit over 1,200 positive online reviews in less than a year and to dramatically increase the amount of its referral business it receives from current customers.

Through significant research efforts focused on enhancing the customer experience and linking the emotion of this experience with sales and operational initiatives, Wheaton | Bekins is poised to take its business to new heights via customer advocacy and improved business outcomes.

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Takeaways:

  1. There is a critical precursor to customer loyalty – a customer-centric culture with engaged employees.
  2. Using customer feedback and the emotion of the customer experience to design employee training and development programs is an effective way to drive employee engagement. Employee engagement produces positive customer experiences.
  3. There is a tremendous amount of untapped engagement as a result of a highly positive customer experience. Give your promoters the opportunity to grow your brand through referrals and online reviews.

 

Presentation Materials:

Driving Change: Using the Customer Experience to Create Engaged Employees and Brand Advocates

Inside the Mind of the Modern Product Manager – 5 Questions Product Managers Ask that are Addressable with Research

There’s a lot going on inside the mind of a product manager, as they balance the demands of a business, capabilities of products and the needs of customers. Research may not always be a product manager’s first response, but it can always shine a light. In this talk, we’ll review the questions product managers ask throughout the product lifecycle and the way research can help at every step along the way.

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Takeaways:

  1. Product managers want to know who their customers are, what they need and how to imbue that into products.
  2. Product managers want to know what customers will think about their product – and how they make them like it better.
  3. Product managers want to know how to take their product to market in a way that catches attention, stands out from the competition and drives monetization.

 

Presentation Materials

Inside the Mind of the Modern Product Manager – 5 Questions Product Managers Ask that are Addressable with Research

What C-Suite Execs do with Insight Data: What Succeeds and What Fails

C-suite executives are striking new balances each and every day on how they are considering and then making data-driven decisions. C-suite executives are increasingly seeking out new sources of data that are often outside the responsibility of the current corporate market research function. This session will address what C-suite executives expect and need, how these executives are using data in their work and their decisions and what market researchers and insights leaders can do to be a larger part of this data mix.

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Takeaways:

  1. How to provide data to C-suite executives that they will use in their decision-making.
  2. Clearly articulate how market research data supports a larger corporate narrative, especially as it relates to corporate reputation.
  3. Provide a glimpse of what types of data make it into C-suite presentations on a regular basis.

 

Presentation Materials

What C-Suite Execs do with Insight Data: What Succeeds and What Fails

The EU General Data Protection Regulation: Are You In The Know? Practical Guidance for Research and Insights Organizations

The GDPR is coming and it’s coming fast…

The General Data Protection Regulation (GDPR) may not be an exciting topic, but it’s critical that you understand what’s coming, how to prepare and how to be ready to respond and satisfy client questions and requirements. The GDPR significantly reshapes the data protection landscape for organizations that collect and process the data of European citizens. The regulation grants extended rights to data subjects, allows data subjects to bring legal action against organizations in case of a data breach and imposes fines up to 4 percent of annual global turnover or €20 million (whichever is higher).

The regulation comes into effect on May 25, 2018, which leaves organizations with less than 18 months to develop and update business processes, policies and systems to comply with the GDPR’s requirements. Many organizations are uncertain about what the regulations’ requirements are, whether GDPR applies to them and what their obligations might be.

You are not alone…

Come and learn from experts at Cint, a global research and insights platform and services provider, on how to manage the new regulation. The session will address a number of essential areas, including:
– The requirements of the regulation;
– How it applies to organizations that collect personal data;
– Essential requirements for compliance; and
– Specific guidance for companies based or operating in the U.S.

Come and get easy-to-understand guidance on:

– The rights of data subjects
– Data transfers outside the EU
– “Data controllers” and “data processors”
– The operational, strategic, regulatory, statutory and contractual aspects of risk management – including subcontracting
– Data privacy audits and impact assessments
– Policies and procedures
– Awareness and training
– Data protection officers
– Data breach reporting

We will also present practical information about how Cint has managed the process of compliance and offer suggestions and tips on how you can as well.

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Takeaways:

  1. Understanding of the GDPR and its requirements.
  2. Understanding of research organization obligations.
  3. Practical guidance for global compliance.

 

Presentation Materials

The EU General Data Protection Regulation: Are You In The Know? Practical Guidance for Research and Insights Organizations

Building a 360 View of Your Marketing Effectiveness

Cross-channel attribution is still in its infancy, with no standards yet established, as well as a list of pros and cons for the various approaches currently available. Even the biggest brands in the world have not attempted to implement cross-media measurement given the complexity and difficulty. Often, those who have are disappointed with accuracy and/or scale, with “black-box” explanations leaving many unanswered questions and a lack of confidence. For now, most advertisers will have to work with a variety of solutions and hybrid approaches to most successfully evaluate their multi-media campaigns.

In partnership with Phoenix, see how a Fortune Top 10 company measured its brand-building objective of improving association with the brand’s promise. Integrated methods and data sources were utilized to assess the impact of this company’s Super Bowl campaign which included TV, digital and social assets leveraging three different creative themes. Design, challenges, learnings and findings will be shared.

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Takeaways:

  1. Find out how well the campaign’s media mix work (individual channels and interaction effects).
  2. Understand how different channels/assets affect specific audiences.
  3. Learn how campaign effectiveness can be improved for the future – considering creative, messaging and media efficiency.

 

Presentation Materials

Building a 360 View of Your Marketing Effectiveness

Five Ways to Make Sure Your Market Research Groove Isn’t a Rut

Do compliance concerns, traditional thinking and precedent make you feel like you’re locked into an endless series of nothing but focus groups and interviews? Not all new market research trends are worth chasing, but there are worthwhile opportunities for even the most sensitive, conservative research audiences and industries. Join Sirish Mani from The Capital Group and Lindsey Dickman from Market Strategies International as they share real-life project examples of what happens when a financial services company borrows research techniques from the CPG world. You’ll leave this session with a pragmatic road map of how to:

• Navigate internal roadblocks so you can introduce more methods variety in your organization;

• Ensure that research outcomes are true to the meaningful moments and emotions people care about;

• Engage with internal stakeholders to build empathy for the customer; and

• Gather information “in-context” and/or in ways that put respondents at ease.

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Takeaways:

  1. Navigate internal roadblocks so you can introduce more methods variety in your organization.
  2. Ensure that research outcomes are true to the meaningful moments and emotions people care about.
  3. Engage with internal stakeholders to build empathy for the customer.

 

Presentation Materials:

Five Ways to Make Sure Your Market Research Groove Isn’t a Rut

Retargeted Surveys: Collecting Insights While Protecting Customer Experience

Using annoying pop-ups or mass e-mails that end up in the spam folder? There is a more efficient way to survey your customers online without impeding their digital experience.

Retargeted Surveys is the approach of tagging your customers (whether from a site visit, CRM integration or DMP integration) then surveying them later across the Web. This means you no longer need to roadblock your customers with site intercept surveys or hit their inbox with requests for feedback. This leads to a more representative slice of your audience while respecting the customer experience. Plus, whatever you already know about the customer can be used to target the specific questions they see.

Survata will explore how researchers leverage this technology to study their customers. Hear the benefit to brands, e-commerce sites, media companies and more.

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Takeaways:

  1. Discover an alternative to the traditional customer interview methodologies: site intercepts, e-mail surveys, etc.
  2. Learn how to tag your customers by any action (site visit, ad impressions, purchase, etc.) and survey them later based on that action.
  3. Improve e-commerce experience, measure effectiveness and understand customer journey, all through Retargeted Survey.

 

Presentation Materials

Retargeted Surveys: Collecting Insights While Protecting Customer Experience

Bias Workshop! Lessons in Pragmatic Brain Science (aka Your Mind is Playing Tricks on You), 45-minute session

Researchers are trained to be aware of and correct for biases when designing studies. We randomize brands and carefully examine the order of questions, but these efforts may not be sufficient. LRW’s Pragmatic Brain Science team will lead you through some explorations and exercises that will reveal some biases we may often overlook. The results might be an increase in your ability to be a force of influence within your organization.

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Takeaways:

  1. Recognize biases that can impact research.
  2. Recognize biases that can impact your leadership.
  3. Provide concrete suggestions for addressing bias in MR.

The Rise of Empathy in the Marketplace

Empathic insights serve as a springboard for meaningful ideas. Connecting empathically enables the brand-to-consumer relationship to be transformed into a human-to-human one. When this type of connection occurs, you are compelled to solve their problems as if they were your own. The result: truly human innovation.

 

Presentation Materials

The Rise of Empathy in the Marketplace

This is Not Your Father’s Choice Model

Conjoint Analysis was originally developed in the 1970s as a way to use experimental designs to have consumers rate or rank hypothetical products so these could be decomposed into the worth of their component parts.

The father of conjoint analysis is inarguably Dr. Paul Green of the Wharton School. Dr. Green popularized the method of having consumers rate hypothetical products, wrote extensively about how to use this tool and is a giant among marketing scientists.

In the early 1980s, Jordan Louviere began incorporating Green’s ideas into survey tasks. Louviere moved Green’s rating tasks into choices, since choice is what consumers do when purchasing a product. Louviere’s subsequent work in choice models identifies him as the world’s foremost living scholar in the area.

In 1984, Steve Cohen of in4mation insights was the first researcher to use choice-based conjoint analysis in a commercial marketing research study. Soon thereafter, SAS introduced algorithms that would generate highly efficient orthogonal linear designs under constraints which would make the consumers’ tasks more realistic. In 1993, Sawtooth Software introduced CBC, which uses Multinomical Logit (MNL) to analyze choice data and offer their own algorithms for design generation. The success of Sawtooth Software and its CBC product is well-known.

Since that time, many researchers have realized that the typical “pick one from this small set of items” will not fit all situations. The MNL assumes that the products under study are close substitutes. And yet many practicing researchers will still “force fit” the MNL to every choice problem.

However, we know that consumers will trade up to more expensive, superior goods. They will trade down to cheaper, “good enough” products. In both cases, they do not buy near substitutes. Consumers will also pay much more to get bigger sizes or counts, which cost much more.

Moreover, consumers will purchase one or more items at a time, and sometimes these will be complementary goods (you cannot use one without the other). Consumers will choose a product under the assumption of future usage. And people will buy a repertoire of products or a variety to satisfy different needs.

Steve will review these situations and describe how new statistical models – which are not MNL — provide better and unbiased answers than do standard approaches.

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Takeaways:

  1. Understand how a new class of choice models are better used in the analysis of many, common consumer choice decisions.
  2. Understand the limitations of the standard use of MNL for analyzing choice data.
  3. Understand the history and evolution of conjoint analysis and CBCA as tools for marketing researchers.

 

Presentation Materials:

Not Available

The Truth About Trust and How to Measure It: Exploring the Emotional Dimensions of Trust Through Amazon.com Consumers

Basic human truths fuel the success of the world’s greatest brands. With trust at the core, we can foster irresistible bonds with consumers that are difficult, if not impossible, to break. Without trust, a brand doesn’t stand a chance of consideration. Hear why the brand trust scoring model is relevant to your organization and why measuring trust is critical to your brand success.

Brandtrust used Amazon as a model to support this provocative model; determining the emotional components necessary to measure trust over time. We will focus upon:
– What trust means in the context of any relationship – brand or otherwise.
– The emotional dimensions of trust.
– A model for measuring trust over time.

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In a nutshell, the presentation will uncover:
– What is trust, really?
– What does trust mean in the context of any relationship – brand or otherwise?
– How can we measure trust?
– What is this brand trust index?
– How does metaphor inquiry set the brand trust index apart from all other indices currently available?
– Why the brand trust index is here to stay… A new, thought-provoking and widely innovative take on indices.

Presentation Materials:

The Truth About Trust and How to Measure It

What Do I Do When My Insights Don’t Align? Making Sense of Market Structures, Shopper Decision Trees and Consumer Decision Hierarchies

The shopper insights industry has proliferated multiple models to understand shoppers and consumers, but this has created confusion about how to interpret and activate these tools. Join SmartRevenue’s President of Insights, Dard Neuman, Ph.D., who will provide frameworks for understanding how to apply and integrate different models to provide actionable insights.

Understanding what different models tell us and when to use them has significant impact on marketing and merchandising strategies, such as identifying:

With nearly 20 years of insights expertise, SmartRevenue uses its ethnographic lens to unpack key industry models to help make sense of and align sometimes contradictory findings.  In this presentation, you’ll learn applied best practices using real-world tools and examples that can be put to use immediately to solve your business challenges. We will cover:

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Takeaways:

  1. What different types of data – panel-based, shopper, sales, big data, etc. – tell us and when to use them.
  2. The difference between market structures, shopper decision trees, navigation trees and consumer decision hierarchies.
  3. What questions these different models answer, how to apply them and what to do if there is seemingly contradictory data.

Breathing Life into Data: Three Steps to Add Personality to Your Segmentation Results

Many B2B companies feel they know exactly who their target audience is: purchasing and operations departments.

It’s time to challenge that assumption and instead seek to define customers as individuals rather than departments. It’s been said that data is “real life with all the people removed.” I disagree.

This presentation explores how to both conduct a critical examination of research numbers, then connect with the groups and individuals those numbers represent. I will outline the step-by-step process to marry B2B and B2C research, analysis and communications tools.

Using examples from case studies, you’ll learn how to identify and avoid common market misconceptions; how to adapt your analysis to more precisely fit modern business realities; and how to transform traditional market segmentation into personas – human beings rather than departments.

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Takeaways:

  1. Long-held customer stereotypes no longer fit business realities.
  2. People – not companies and departments – purchase products.
  3. Segmentation results can be translated into personas that evoke emotion and resonate through the organization.

 

Presentation Materials

Breathing Life into Data: Three Steps to Add Personality to Your Segmentation Results

B2B Interviewing

Summary: Organic interviewing is a process where learning occurs during the interviews and hypotheses are constantly tested, with new hypotheses formulated and tested during the process.

Key points include the following:

Step 1: Identify key issues and metrics (issue guide template will be provided)

Step 2: Identify the perspective (who has direct knowledge)

Step 3: Create a template of perspective and issue (template will be provided)

Step 4: Arrange/conduct the interviews

Step 5: Analysis (mostly correlational analysis and mean analysis – examples will be provided, but overall consistency is key)

Case study of a typical engagement will be presented.

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Takeaways:

  1. How organic interviewing differs from other interviewing techniques.
  2. How and when to use organic interviewing.
  3. What you can expect to gain from organic interviews (if done internally or through a 3rd party consulting agency).

 

Presentation Materials

B2B Interviewing

Lights! Camera! Action! Video Storytelling for Insights in the Data Overflow Age

In a world awash in data, storytelling for insights has never been more important. Stories, according a Harvard Business Review article, “create ‘sticky’ memories by attaching emotions to things that happen” and are essential to being heard and getting your message out. Stepping back from the noise, it’s important to frame storytelling within the context of the research environment. There are different ways to tell a story – The Hero’s Journey, Sparklines, Ted Talks to name a few. Deciding on the best approach depends on a number of elements, from the material and the presentation method to the intended audience and desired outcome. For many researchers, delivering research findings that provide immediate impact to the C-suite is often an elusive goal as the time-strapped audience speeds through the material.

Today, video technology offers us a new delivery mechanism to give life to data and reveal the “why” underneath. Seeing faces, hearing voices and understanding emotions creates a different level of customer connection and empathy. Video data, long available for qualitative research, is now also possible to be integrated with survey research, thus bringing a truly compelling story, and the voice of the consumer, to the boardroom.

This video-rich session will draw upon recent research to illustrate the power that seeing and hearing people has and how it brings the quantitative data to life in a compelling and impactful way. The paper will also touch on some of the challenges associated with video storytelling and offer some guidance in preparing for and overcoming potential hurdles.

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Takeaways:

  1. Video data is a very powerful tool when delivering research results.
  2. You don’t need to be a videographer to create video stories.
  3. Key tips and tricks to humanize your insights through storytelling and make impact.

 

Presentation Materials

Lights! Camera! Action! Video Storytelling for Insights in the Data Overflow Age

Respecting Tradition and Embracing the New

Market research is going through a significant transformation. This transformation is being driven by the increasing use of DIY research solutions in corporations and the growing ability to easily leverage social listening to provide insights faster and cheaper than before.

Transformation for some can be frightening as they may equate it with focusing only on the new and disregarding the old. For me, transformation means being able to embrace new methods, while still respecting and utilizing traditional approaches.

The need to transform how we conduct market research has become critical as increasing numbers of marketing professionals and senior management view research as optional due to long timelines and growing expense. This has led to decision-making with little to no client/customer feedback.

To combat this growing trend, I realized I had to find a way to make research more accessible and get people excited about how market research can improve business decisions. The logical conclusion was to embrace new methods like online research communities that can help support decisions by reducing much of the risk for those decisions that are not already informed by market place insights.

The Approach

We have effectively moved from being a bakery that only sells very expensive and time consuming wedding cakes to one that offers more affordable and easy-to-bake cupcakes. This allows us to tailor each cupcake to what a given customer wants at a given point in time. Equally as important, this model starts to get our stakeholders excited to buy our wedding cakes when the need arises for a large-scale initiative.

This change in our focus has led to the development of what our market research team calls an Always-On Intelligence Program. This program allows for new techniques such as social listening, online market research communities and pre-paid rapid fire surveys to build on each other and create the need for deep dive studies that include traditional methods. These methodologies not only meet the needs of our stakeholders faster, but also allow us to provision strategic studies like segmentation, brand equity and discrete choice when appropriate.

The Benefit

By embracing the new and continuing to leverage traditional research, we have seen significant increases in market research use. We are not only engaging more stakeholders by answering their questions, but we are also increasing the usage of traditional approaches, because our stakeholders are seeing the value that market research can bring.

There is a paradigm shift currently underway in market research and we all need to be ready to adapt. It will be up to corporate researchers and the research firms we partner with to help us better understand how to make the most of this transformation and ensure that we are here to support our organizations by continuing to reduce risk and inform better decisions.

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Takeaways:

  1. DIY research solutions can increase the relevancy of market research in companies allowing for an increased usage in traditional approaches.
  2. Research is meant to reduce risk in decision-making and reducing risk doesn’t always have to be with 95 percent+ certainty, especially if the alternative is decision-making at the roll of a dice.
  3. There is a paradigm shift currently underway in market research and we all need to be ready to adapt.

 

Presentation Materials

Respecting Tradition and Embracing the New

Consumer Segmentation and Targeting

Optimal segmentation and targeting strategies may vary based on the maturity of your business, the category in which you play, your competitive set, your growth goals and many other factors.

We’ll discuss the benefits of a psychographic segmentation, including: “getting to know” your targets in order to speak to them in an optimal way in marketing communications and advertising; understanding current behavior to the extent that you can predict future behavior (and unmet needs); knowing what consumer targets might not be worth targeting; and understanding “bulls-eye” targets versus other types of consumers you’d also like to engage.

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Takeaways:

  1. There are several ways to segment and target consumers, all of which have their own strengths and weaknesses.
  2. Leveraging psychographic segmentations can help give your brand a unique identity.
  3. Psychographic segmentations can also animate and inspire cross-functional partners outside of marketing, as people tend to really enjoy “getting to know” the consumer.

Customer Experience Starts with the Customer

In the day and age of big data, white papers, industry reports and guides everywhere you turn, it’s easy to adopt widely-held assumptions as truth. As a dental insurance company with over 10 million members, United Concordia Dental is transforming, moving from a traditional B2B model to one that must suddenly take into account the needs and experience of the end customer.

In this new B2B-2C environment, it’s been far too easy to make broad assumptions about the customer and what they need from United Concordia. Assumptions range far and wide and include statements like “Millennials want coverage just for cleanings,” and “ Baby Boomers will be less likely to engage with digital content,” and “employers offering dental insurance only do so because it’s a cheap ancillary add-on to their already robust (and expensive) health insurance offerings.”

As the company began its journey into B2B-2C, the United Concordia marketing and research teams realized that perhaps not all of the things we assumed were actually true. In partnership with our research agency, it embarked on a journey of collecting all of the assumptions that underlie the business and attempted to determine which ones needed to be revalidated to match reality.

After brainstorming all of the assumptions about its customer groups (producers, employers and consumers), those assumptions were then categorized by audience and experience to help identify gaps in understanding and to narrow in on the biggest disconnects. After the list was created and divided into digestible pieces, United Concordia utilized its online community (Beyond the Chair) to begin testing the broadest assumptions against the hypotheses.

As the company dived deeper into what it knew about its customers, the things that bubbled to the surface weren’t always as expected. One resounding theme was the need for an experience that was easy, rather than one that exceeded expectations. United Concordia didn’t have to have the best coverage, the lowest premiums, the best reimbursements, as long as the experience its customers had was effortless.

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Takeaways:

  1. The importance of taking periodic pauses to step back and re-validate what you think you know.
  2. How to effectively use an online community to assist with this re-validation.
  3. Why having multiple vendors/partners in the kitchen isn’t always a bad or difficult thing.

 

Presentation Materials:

Customer Experience Starts with the Customer

How to Own Customer Co-Creation!

Henry Ford famously said, “If I asked people what they wanted, they would have said faster horses.”

That quote is often used to quash all talk of customer co-creation. However, Ford never said those words. That’s where it gets interesting. This quote did not emerge until 2001 and it has now been credited to a group of design creatives out of California.

And that’s the problem for co-creation. Not that it won’t work, but you must be ready to champion a culture change in your organization so that customer insights become hardwired into the product/service ideation process.

And savvy researchers already know that we can never underestimate the power of inertia and corporate politics.

Are you ready to bring disruptive change to your organization? Are you the one to empower your customers?

We will share contextual statistics (proof that you didn’t come here just for the sunshine). For example, did you know that the U.S. budget for R&D in 2015 was $477 billion? Care to guess the new product success rate of all that spending? I’ll share that during the presentation (trust me, it’s not pretty.).

If you’re ready to rock your organization, then by all means, please attend this disruptive, fact-based presentation.

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Takeaways:

  1. You’ll learn how to create a “pull” for customer insights so they are construed as inspiration and not a threat to your internal creative team.
  2. You’ll learn the differences and subtleties between crowdsourcing versus customer co-creation and the role of an agile, iterative process.
  3. You’ll come away with a full understanding of the trade-offs between in-person brainstorming versus longitudinal (asynchronous) online discussions.

 

Presentation Materials:

How to Own Customer Co-Creation!

Customer Focus Through the Eyes of the Customer

Customer experience is not just the new hot topic, it’s good business. In this presentation, we’ll review the business case for developing customer focus in your organization and give you a couple practical tools to help you translate your service features into customers’ success.

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Customer Focus Through the Eyes of the Customer

Innovation in Key Driver Analysis – How Sonos and Others Boost Sales with Machine-Learned Insights

How can we increase brand consideration and purchase intention? This is a fundamental question that any consumer brand faces and that finally requires a key driver analysis to answer. Also, other regular topics such as “How to make customers stay”, “What makes an ad sell more?” or “What is the impact of a marketing dollar?” are all questions that require similar analysis techniques. Given the ubiquity of topics that need care of key driver modeling, it becomes obvious that there is value in eliminating drawbacks of conventional techniques that are currently preventing wider use.

Sonos, the pioneer of the wireless home audio market, wanted to explore reasons for purchase intention further. The first step was to radically improve the key driver modeling, the approach to identify why consumers buy. It turned out that conventional approaches are overly simplistic by assuming linearity, independence of drivers and neglecting indirect effects. We took the Sonos brand tracking data and built an advanced causal path modeling using the universal structure modeling approach and the Neusrel software. The approach leverages the flexibility of Artificial Neural Networks – a universal machine learning technique. What we found was that reality is much different than conventional models force us to assume. The proof is an increase of causal explanation power by 300 percent.

Frank will illustrate (using case studies) that modern key driver modeling must comply with three golden rules: First, build on causation not correlation. Second, measure total not just direct effects. Third, be able to explore unexpected nonlinearities and interactions.

Those case studies will cover NPS modeling in consumer goods, ad optimization in finance, ROI of POS action modeling in retail, product and package design in food, customer management in banking and brand strategy in telecommunication and CPG.

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Takeaways:

  1. New key driver analysis is today better equipped to reflect real-world intricacy.
  2. There is great value in not just testing hypothesis (things we already divine), but also quantitatively exploring new genuine insights. It has the proven capacity to disrupt foundations of current marketing strategies.
  3. How everyone can set up a new innovative KDA model and explore unexpected insights for brand building, loyalty, churn, creative ad optimization, marketing mix, product and price management or sales effectiveness.

 

Presentation Materials:

Innovation in Key Driver Analysis – How Sonos and Others Boost Sales with Machine-Learned Insights

Machine Learning: A Researcher’s Guide to Data Visualization Using R

There is a huge opportunity for researchers to leverage an astonishing array of free data visualization resources (using machine learning) via the open source community.

Unfortunately, machine learning or the scripting/coding required is often described in unhelpfully convoluted or opaque terms. It doesn’t have to be this way.

This presentation will focus on the opportunities for data visualization, because there’s a clear synergy between these visualization techniques and a researcher’s greatest asset – using data to tell a story.

The presentation will be simple and practical. Everything will be in R (yes, it’s an object oriented statistical programming language – but don’t worry about that, you can cut and paste… You just need to get started!).

It will quickly cover the basics – where to find R and how to get started (we’ll use the popular RStudio). It will then showcase a range of compelling data visualization techniques.

This will include:

* How to create data animations with a focus on the “bouncing bubble” charts made famous in Hans Roslings’ Ted Talk

* How to visualize network analysis – this will include demonstrating how you can graphically display the relationship between satisfaction drivers on a simple satisfaction grid.

* How to visually display hierarchical cluster analysis – this will use an example from text analytics (using multi-coded verbatim categories we’ve probably all used from coding verbatim comments).

* How to create and edit “word clouds” (using unstructured verbatim comments).

* How to generate compelling confidence intervals for time series data (using the excellent ggplot2).

Perhaps most importantly, all code and data used in the presentation, together with guidelines on how to download R and RStudio (and associated libraries), will be shared with all those attending.

Presentation type:

Subjects covered:

Takeaways:

  1. Awareness of the machine learning data visualization techniques that are now freely available via the open source community.
  2. A simple and practical guide to getting started with R.
  3. A copy of all the code and data sets that will be used in the presentation – all you need to get you started!

 

Presentation type:

A Researcher’s Guide to Data Visualization Using R

Inbound Calling – A New Survey Methodology

Reconnect Research receives tens of millions of MIDI Calls™ from phone carriers nationwide. Reconnect Research is a wholly-owned subsidiary of Dial800, a leading telecom company since 1989. Some highlights:

In May 2016, RTI International, one of America’s most prestigious social science research companies, presented the landmark case study that they conducted on ICS at the AAPOR (American Association of Public Opinion Research) conference. 6,799 callers, 14.5 percent, completed their three-minute national health survey. A senior RTI Ph.D. told us, “If what you’ve invented is not revolutionary, it is at least evolutionary,” and continued to say, “This is the most representative sample I have ever seen.” Reconnect Research is currently engaged in multiple simultaneous government surveys for RTI International.

Reconnect Research’s methodology is known as “river sampling” because it’s akin to “collecting whatever swims by,” writes Ryan Knutson in the October 2016 WSJ article. But it’s a proven system; company CEO Scott Richards points to studies showing its data quality — including the size of audiences sampled — is on par with more traditional research modes. The system also effectively navigates industry barriers like consumer privacy concerns, widespread use of caller ID, the FCC’s curtailing of automatic “robo-calls” and regulations prohibiting the calling of mobile phones via auto dialer.

In other cases, those issues have made political polling prohibitively labor intensive and expensive. Pew reports its survey costs have risen 75 percent since 2004, while time needed to find enough respondents has increased by several days. Pew also recently determined only 9 percent of households are now willing to participate in surveys, compared to 36 percent in 1997.

WSJ discusses how Reconnect Research provides one remedy:

Pew and research firm RTI International now are analyzing the feasibility of Mr. Richards’ idea. His company, Reconnect Research, invites people to take a survey when they misdial telephone numbers or reach one that is unavailable because of some network glitch. Doing this seems to collect an evenly distributed sample that doesn’t require much weighting, said Karol Krotki, a senior research statistician at RTI.

“Every new communications technology has changed the way surveys operate,” Harvard professor Stephen Ansolabehere stated in the article. “One approach is to say all these new technologies are untrusted, they’re unproven, let’s just not trust them. And the other approach is: We’ve got to figure out how to use them, because the emergence of these new technologies is making the old ones obsolete.

In December 2016, Pew Research Director Courtney Kennedy, Ph.D., contracted with us to conduct three benchmark studies using Inbound Calling Survey. Pew Research is very excited at the possibility of this being a major breakthrough in survey research.

In this presentation, we will outline the methodology and describe potential for future development. Then we will describe the experience of two survey organizations in using this methodology to implement national surveys. Last, we will focus on the Redirected Inbound Calling Sample (RICS) as an efficient means of screening for rare and hard-to-reach populations as well as a tool for bio-surveillance.

Presentation type:

Subjects covered:

Takeaways:

Inbound Calling Survey serves all involved, truly being the new methodology for research:

  1. For consumers – It’s a positive alternative to robocalls; consumers can share their opinion and get a reward.
  2. For carriers – They can now profit rather than lose from MIDI Call™ telephone traffic.
  3. For researchers – Now they can get high-quality data by casting an even wider net at a lower cost with faster data collection and analysis.

 

Presentation Materials

Inbound Calling – A New Survey Methodology

Keep Pace with Changing Times

Hear how Cross-Tab has redefined the entire organization’s approach, philosophy and attitude to its own existence. Disrupting ourselves and adopting a client-first approach, we have radically re-invented our processes, systems and outputs.

We will share our view on where the industry needs to change, the changes we have made, the ROI on that change and what we think needs to happen to radically reposition the entire industry for the growth it deserves.

Two big changes which the industry needs to adopt to stay relevant and grow are technology and integrating other forms of data to address business issues.

– Process optimization to deliver fast and accurately by deploying technology at each stage of the research process is one such big use of technology in research.
– Productizing a lot of offerings by building human intelligence and helping it improvise as it moves along is another big step using technology.
– Separately, research has to start looking at all forms of data (primary research, transaction data, digital, big data) to start addressing business issues.

We will share direct results from some executional changes we have made, some outputs from key industry interviews and outline our manifesto for growth.

This is not a sales pitch, this is the beginning of the new movement.

If you are prepared to share our vision, you too can be a leader. You can help shape the industry, because remember: “The future is already here, it is what we do today that will shape the tomorrow.”

Presentation type:

Subjects covered:

Takeaways:

  1. Emerging trends of usage of different forms of data to solve business problems more effectively.
  2. Using technology to accurately deliver research requirements quicker and deliver them correctly the first time.
  3. Productizing (plug and play) certain research solutions – in building human intelligence, improvise as the usage goes up. Faster, cheaper, go/no go decisions.

 

Presentation Materials:

Keep Pace with Changing Times

How it’s Rolling: Measuring Impact of Legalized Cannabis on Your Brand

Legalized cannabis will be available to more than 60 percent of the U.S. population in 2017 and is coming out of the shadows as a lifestyle consumable. Most U.S. citizens no longer view cannabis as a harmful drug, and it is seen as a preferable alternative to many medications, alcohol and other recreational products. As adoption of medicinal marijuana increases, acceptance and opinions are rapidly shifting in favor of legalization at the federal level.

Legal marijuana is significantly disrupting revenue streams of some established product categories as consumers’ discretionary spending shifts in favor of cannabis alternatives. In particular, it has had a negative impact on OTC medications and beer/wine/spirits. In the future, added impact will be felt by retailers and others who are not able to “dispense” such products, and other product categories will also be impacted. Some CPG products, segments and retailers may find meaningful ways to align with legalized cannabis, for instance by expanding into edibles, beverages, ointments and similar products. And because cannabis is not yet a national market, fairly rapid market changes will occur as new states come online — especially California and Nevada.

Major brands must begin to assess both the threats posed by cannabis, as well as the opportunities and challenges of potentially entering this new market. Which consumer products align most readily with legal cannabis? Within specific product categories and segments, how can an individual brand determine the extent to which a store shelf item will be impacted by legal cannabis and what strategies represent the best market approach? And how can you assess the size of the opportunities in what today is a largely secretive and otherwise highly regulated market? The results may surprise you, as there is wide variation within individual product segments and categories. After decades of closeted cultivation, this is not your parent’s marijuana, and the market is defined by a lifestyle that is far more mainstream than in prior generations. This session will guide you through the exercise of understanding what product substitutions may occur, what categories and industries may see major changes and how various consumer segments view the options that legalized marijuana presents to them. The patterns of occasional users and those with a propensity to purchase legally as cannabis becomes increasingly available comprise very large segment of the market and their impact will be felt quickly.

Many companies have at their disposal valuable data that will help them assess the opportunities and threats arising from this market. Customer loyalty and segmentation data, point-of-sale purchase data and other data sets can be utilized in ongoing fashion to track what will be one of the highest growth markets of this decade.

Presentation type:

Subjects covered:

Takeaways:

  1. Broaden knowledge on legal cannabis in order to monitor how it might impact your business as the market evolves.
  2. Gain an understanding of key consumer segments and the extent of their projected purchasing power.
  3. Understand how to utilize your valuable data sets in order to simulate projections for your own products and brands.

 

Presentation Materials

How it’s Rolling: Measuring Impact of Legalized Cannabis on Your Brand

When the Story is the Story – Storytelling with Clients

Much is made in research today about storytelling as a form of communicating insights. Hear an example of where the story is the story with internal clients immersed in the research from the very beginning. Where the clients were the story’s writers, actors and viewers in the research and how the results produced greater internalization of insights throughout the organization.

 

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While you listen to this presentation by speakers from The Olinger Group and Cargill Value Added Protein, complimentary beef sliders will be provided. 

 

Presentation type:

Subjects covered:

Takeaways:

  1. Benefits of including corporate internal clients in the research process.
  2. Use of video as a compelling reporting tool.
  3. Trust and dialogue between corporate researchers and providers when conducting research out of client’s comfort zone.
  4. Effective socialization of research findings

Lessons From the Front Lines of Innovation

Innovation processes are like opinions – everyone has one. Some you may agree with and some you may not. After working with many different clients and their innovation processes, we’ve learned there are universal reasons why some situations yield groundbreaking innovations while other results are less than stellar. 

In this session, we will explore the lessons learned in helping clients more successfully innovate and why we created a new approach that helps to solve some of these problems. No matter your own process, come and learn how to incorporate these lessons to increase your chances of success.

Presentation type:

Subjects covered:

Takeaways:

  1. Utilize a unique combination of proven research methods to produce more, quantifiably better ideas.
  2. Reduce time requirements to establish client priorities, access market needs, vet ideas and obtain client approvals.
  3. By combining your customer base, a committed client team and only one consecutive week of commitment, the sky’s the limit.

The Grandparent Economy: How the Baby Boomer Generation is Redefining the Life Stage

Since 1900 we’ve added 30 years of life expectancy. Contrary to how this is often characterized, these aren’t just added years of old, old age spent in decrepitude. These 30 years are being redistributed throughout the span of our lives, creating new and unprecedented life stages, including a longer launch for young adults and an expanded midlife. The manifestation of these life stages is occurring as the Baby Boomer generation moves through midlife into older age, reshaping each life stage as they move through it. Of all the stages in later life, grandparenting is the most positive and the one that creates spending in new categories for older adults. This presentation shares the financial data from a variety of sources, including our own qualitative and quantitative research on this stage.

Lifestyle has also been affected by these added years of life. The recession, coupled with the arrival of the Baby Boomer generation into the grandparenting life stage, has created unprecedented changes in households as Boomers provide care for elderly parents on one end of the continuum and support young families on the other end. When this care turns into dollars, they are sacrificing their own retirement and financial health. Spending for this generation of grandparents isn’t focused on “extras” like cars and college, but on everyday expenses like clothing and after-school activities.

For the first time since the 1940s multigenerational living is on the rise again, with the grandparents’ home at the center. Even as the economy has recovered, spending and living arrangements remain forever changed, as Boomers re-shape yet another institution. New data fresh from the field is focusing on what this multigenerational lifestyle means in terms of spending, decision-making and caregiving.

This is the first generation of grandparents to be working, active and unretired as they are helping to care for children and teens. Millions of grandparents are raising grandchildren in households with one or no parents present. Data shows this is the result of many social issues – like alcohol and drug abuse, and also the deployment of parents. This is also the first generation of grandparents to be openly gay/lesbian, which presents a whole different set of needs and issues for this segment (this is a sub-study of the original research done for Lori’s book).

This is a highly visual presentation with infographics originally presented in Lori’s book, “The Grandparent Economy” (Paramount Market Publishing).

Presentation type:

Subjects covered:

Takeaways:

  1. Explanation of the result of increased longevity on adult life stages and its affect on family and lifestyle.
  2. Understanding the effect that the Baby Boomer generation has had on the grandparenting life stage and the resulting spending and family dynamics, including important sub-segments.
  3. A picture of today’s grandparents as very distinct from previous generations of grandparents: Their contribution to multiple generations – both financially and emotionally – and how this may shape their old, old age.

 

Presentation Materials:

The Grandparent Economy

Brains Beat Brawn and Beauty

In this presentation, Neuro-Insight US CEO Pranav Yadav will share lessons learned from many years of closely studying brain reaction to various advertising strategies and implementations. By looking directly at the brain, Neuro-Insight has learned a great deal about how effective advertising works – lessons that would be difficult to learn using conventional research.

Presentation type:

Subjects covered:

Takeaways:

  1. Neurological testing helps us understand the brain’s reaction to content in ways that can be difficult for conventional research to understand.
  2. Key insights from this neurological testing can help us create more effective creative in all kinds of media and brand categories.
  3. The brain can surprise us – many common strategies can be ineffective, and some unusual approaches work excellently.

 

Presentation Materials

Brains Beat Brawn and Beauty

Expanding a Classic Technology Brand to Keep Pace with Innovation

Epson, a classic technology brand name, faced a challenge – how to maintain its established reputation as a print technology leader, while expanding its reach into more cutting-edge and innovative markets. Join Denise Offutt, Epson market research, as she describes the research process undertaken to attack this challenge.

Presentation type:

Subjects covered:

Takeaways:

  1. Coming to an understanding of  how people hold long-term branding memories and their willingness to change.
  2. Creating a target segmentation, in our case: imaginative strategists versus tactical pragmatists, in order to advance the message development.

How Agile Market Research Empowered Bumble Bee Foods to Become a More Insight-Centric Organization (45-minute session)

Traditional research is often thought of as expensive and slow, which lends itself to opposition from stakeholders across an organization. With that said, the newly formed innovation team at Bumble Bee Foods was tasked with finding a research solution that could seamlessly fit into their new product development process without increasing timelines and budgets.

The innovation team decided to try agile market research. Through quantitative and qualitative research, the team was able to arrive at actionable consumer insights. The data-driven results from the agile research studies quickly built credibility with key stakeholders and led to a more insight-centric approach to decision-making across the organization.

Join Bumble Bee Foods and GutCheck as they share:

Presentation type:

Subjects covered:

 

Presentation Materials

How Agile Market Research Empowered Bumble Bee Foods to Become a More Insight-Centric Organization (45-minute session)

Developing and Testing Product Claims – A Holistic, Consumer-Focused Approach

During our session, we will share a case study of how Clorox’s Kingsford Charcoal brand team worked with SKIM to develop a new set of claims to achieve specific marketing objectives for the brand. The process included three stages of research. The first was a claims generation workshop involving the brand team, the research team and creative consumers. In the workshop, all participants were involved in a hands-on cookout to get in touch with the emotional and physical brand experience and were then trained on what makes for a strong product claim leveraging SKIM’s communications before engaging in an interactive claims development brainstorming and prioritization session.

The resulting claims were then vetted and wordsmithed before quantitative testing in stage two. Here, the claims were screened to create a short list that was used in stage three. In stage three, the top claims were evaluated in a realistic, shelf set context including the competitive set to estimate market performance.

Presentation type:

Subjects covered:

Takeaways:

  1. Leveraging your vendor’s experience and knowledge of best practices has advantages in claims development as well as in the actual testing process.
  2. Experiencing the product in a workshop setting helps surface brand connections that can be translated into claims that resonate emotionally.
  3. Engaging consumers in the claims development process, with guidance, can lead to stronger and more effective claims.

 

Presentation Materials

Developing and Testing Product Claims – A Holistic, Consumer-Focused Approach

Data Integration and the Future of Market Research

The future of market research depends on breaking down walls that separate what should be complementary tools in the researcher’s toolkit. Done right, integrating data from relevant yet previously unconnected sources yields smarter, more efficient and readily actionable research. In addition to revealing key tips for successfully negotiating the data integration journey, this presentation will highlight practical case studies on efficient targeting via database integration, custom profiling and segment scoring and third party attitudinal and transactional appends.  

Presentation type:

Subjects covered:

Takeaways:

  1. Practical guidance on how to get started (or continue) down the path of data integration.
  2. Concrete examples of data integration in practice.
  3. Why smart integration of data is essential to the future of research.

 

Presentation Materials:

Data Integration and the Future of Market Research

Unlocking the Data: Bringing Pokémon’s Customer Journey to Life

When it came time for The Pokémon Company International to shape the future strategy of their trading card game, they needed to equip themselves with more information about their customer journey. Who was their key customer? Why did they buy? Why did they play the trading card game? What were their likes and dislikes? What did the experience at retail look like? These were among the types of questions that Pokémon needed to answer to help write the next chapter in their history.

Through a series of clearly defined steps, Pokémon partnered with TrendSource to unlock the data and create a multidimensional view of their customer journey. TrendSource defined straightforward research objectives and combined multiple research methodologies (both quantitative and qualitative) to produce successful outcomes. Integration into the Pokémon corporate culture ensured information became actionable intelligence, allowing Pokémon to refresh their view of their core customer across the following factors:

• The brand experience
• Key drivers of brand loyalty
• Fundamental purchase influencers at retail in the U.S.

Presentation type:

Subjects covered:

Takeaways:

In this interactive session, you will learn the following:

  1. Which combinations of quantitative and qualitative methodologies best answered the business questions and brought the customer journey.
  2. How to navigate what comes next when analyzing data from a combination of data streams.
  3. The impact of visualization and storytelling to drive organizational alignment of results.

 

Presentation Materials

Unlocking the Data: Bringing Pokémon’s Customer Journey to Life

From Locomotive to Bullet: 3 Innovations for Brand Tracking (45-minute session)

Is your brand tracking stuck on the tracks? It may be. Too often, companies struggle to find value in brand tracking. Brand listening can be misguided by virality, sample, consumer motives and a lack of context and time frame. People ask questions like “Which is more valid, social or surveys?” or “Should I focus on social or survey?” or “Can social replace surveys?”

These are the wrong questions.

We should be asking, “What are the unique benefits of each?” and “How can I use them synergistically?” In research, we ask questions that are important to us. In social media, consumers talk about what’s important to them. Both are hugely important. We can incorporate our behavioral data with claimed, attitudinal and demographic data to get a richer, more insightful pulse on our brand health in relative time.

Put your brand tracking on the right track. Reframe your marketplace monitor as a brand action platform. Before long, your old locomotive will move like a bullet.

Presentation type:

Subjects covered:

Takeaways:

  1. Researchers can model interaction effects to better understand drivers of brand choice.
  2. Researchers can combine traditional survey methods with new approaches for continuous insight into a dynamic marketplace.
  3. Client-side researchers can lead change within their organization.

Trimming the Fat: How the Groupon Market Research Team Drove “Leaner and Meaner” Research and Business

Fast-paced growth and innovation can lead to exciting new ventures, offerings and target markets. But can exploration of too many paths leave a company literally running in multiple directions at the same time?

In this session, Irene Voisin and Lauren DeRaleau will discuss what laser focus at Groupon looks like today and the role of the market research team in helping steer and maintain that focus.

Irene and Lauren will also walk through efforts toward driving efficiency in their own work, touching on successes and efforts underway to drive leaner, meaner research.

Presentation type:

Subjects covered:

Takeaways:

  1. Fast-paced growth and innovation can lead to exciting new ventures, offerings and target markets.
  2. What laser focus at Groupon looks like today and the role of the market research team in helping steer and maintain that focus.

 

 

Research, Rewards and Results: Delighting and Monetizing the Millennial Consumer

Millennials expect personalized, rewarding experiences from the brands and services they choose. Meeting this expectation is essential to engaging them across the customer journey, including the initial stage of determining interest and receptivity. To give them resonant and entertaining financial, product or shopping experiences, brands and researchers can take a page out of the gaming industry to make research personally relevant and mutually rewarding – a fun and effective way to deliver a seamless experience for immediate results.

Presentation type:

Subjects covered:

Takeaways:

  1. Integrate research and insights across the Millennial consumer journey.

  2. Case studies from the mobile app/games and financial services industry. 

  3. Make research intrinsically/extrinsically rewarding and native to Millennials’ lifestyle. 

 

 

Modeling the Many Paths-to-Purchase to Improve Marketing Efficacy

There is a quiet revolution taking place among a minority of marketing researchers. This revolution, noble and ambitious in its cause, is aimed at undermining a basic but profoundly powerful idea: that the customer journey can best be described generally, and that it can be summarized by a psychological process of funnel-like conversion, where beliefs and norms transform into attitudes, attitudes combine with situations to form intentions and intentions translate into some purchase decision.

This kind of conceptual model is appealing in its simplicity. But like many other models popular in marketing research, it is not grounded in the day-to-day (or minute-to-minute) reality of consumers navigating a marketplace. It fails to address the real-world events that consumers experience; the choices they make, the marketing they encounter, the research they do, the people whose advice they consult and so on and so forth. Such “touchpoints,” which occur from the time a need arises to the point at which a purchase decision is made, offer important opportunities for intervention to marketers – and so require our attention in our modeling.

Jason Brooks argues that when considering how consumers navigate a marketplace for products there is not one, but many paths-to-purchase. Using analytical methods that geneticists use to sequence DNA, researchers can identify regularities in customer journeys, reducing thousands of seemingly unique paths-to-purchase to just a handful of common ones. And it is possible to dig deeper into each kind of purchase journey to better understand the micro-dynamics of consumer choice and strategy. This knowledge helps to identify what types of marketing will be more (or less) effective.

Presentation type:

Subjects covered:

Takeaways:

  1. There is not a singular path-to-purchase, but many.
  2. Modeling journey paths can identify commonality across paths.
  3. Marketers can intervene at key touchpoints to influence or redirect paths.

Buy Sample like a Sample Company: A Sample Buyer’s Guide

Surprise! All sample companies buy some portion of the sample they’re selling you from other sample providers. You didn’t really think that a single panel could deliver all 1,000 completes to a 10 percent incidence study in North Dakota did you? As a result, we’ve all gotten pretty good at buying sample. There are some basic strategies we employ when bidding projects and selecting vendors that you can incorporate into your process to ensure the success of your project.

Selection of sample suppliers is key to the success of any project. You’ve spent countless hours poring over your methodology, questionnaire design and making sure the survey instrument is flawless. It may all be for nothing if fielding isn’t executed by the right supplier with equal care. After this session, you’ll have the tools to bid to and manage suppliers just like sample companies manage each other.

We’ll discuss best practices for:

Presentation type:

Subjects covered:

Takeaways:

  1. Understand the importance of vetting suppliers and key attributes to look for in quality suppliers.
  2. Learn to read between the lines of supplier bids to understand how they will be sampling your project.
  3. Learn how to manage suppliers from bid to field to ensure success of your project.

 

Presentation Materials:

Buy Sample like a Sample Company: A Sample Buyer’s Guide

The Original Social Network: Understanding the Complexities of Families and How They Make Decisions

Our industry is now focused on understanding consumers as real, multi-dimensional humans. But this concentration on individuals misses a critical part of the human and consumer equation – that most individuals are part of an intricate, symbiotic network known as a family.

This presentation challenges how we approach, field and interpret research, detailing why studying humans and predicting their behaviors isn’t truly possible without understanding them as part of a family unit.

The talk outlines the roles of babies, kids and teens (and grandparents) in the home, what happens when adult children move back home, how spouses impact decisions and more. Attendees will leave with an understanding of how needs evolve, influence is expressed and why contextualizing humans is so critical.

Presentation type:

Subjects covered:

Takeaways:

  1. Consideration for fielding market research with more than one individual in the household.
  2. An understanding of purchase influence among family members, active and passive persuasion, various paths-to-purchase, etc.
  3. A charge to push for understanding families and their interconnected members in end deliverables and marketing efforts.

 

Presentation Materials

The Original Social Network: Understanding the Complexities of Families and How They Make Decisions

Text Analytics: A Powerful Tool, but not Magic

The presentation’s takeaway is that text analytics is a powerful tool, but it isn’t magic. We will give the audience a basic understanding of text analytics by tracing its history, the latest developments, what it can and cannot do for market researchers and where we see it going. This will involve a look at qualitative analysis, content analysis, text mining and machine learning. We will explain how they can be used separately or together to analyze customer feedback. We will discuss when one technique may be more appropriate than another and how they can work together in a mixed methods approach to analyze open-ended and close-ended questions to be used in a marketing strategy or campaign. We will discuss best practices with each approach and some of the pitfalls to watch out for.

The second part of the presentation will focus on the different approaches that text analysis firms are selling to market researchers. We will discuss the pros and cons of different solutions in general, without focusing on the details of one company or another. This is where we want to take you behind the curtain to break out what is solid text analysis and what is being portrayed as such but may be something else so that people can get a realistic expectation of what text analytics can offer and how it can help you. The goal of the presentation is to give the audience a sense of what works or what works at what level of detail. We want people to leave the presentation with a better understanding of text analytics and with a better understanding of what products and approaches may work for their business and their clients.

Presentation type:

Subjects covered:

Takeaways:

  1. Presentation of different text analysis approaches.
  2. How they can be used separately or together to extract insights from customer feedback.
  3. Some of the pitfalls to watch out for in text analytics.

 

Presentation Materials

Text Analytics: A Powerful Tool, but not Magic

Embracing and Promoting Data Fluency: A Rising Data Tide Lifts All Research Boats

We market researchers are very lucky these days. We live in a data world.
Sure, we still have surveys and focus groups. But we now have additional options—and it’s important to understand all our data choices, as each has its unique pros and cons.

Good data can lead to great insights and powerful decisions. But using data well can be hard and requires a minimum level of what some people call “data fluency.” For practical purposes, data fluency is ultimately this: do you know how to get, assess, interpret and apply various types of data? Qual or quant? “Big” or “small”? Structured or unstructured? Observed or self-reported?

In this session, attendees will learn a framework for choosing among various common data sources so that you can select the right data for the right job. This is a framework that you can then bring back to your office and share with colleagues who may also be seeking to improve their own data fluency.

Presentation type:

Subjects covered:

Takeaways:

  1. What data sources do market researchers now have access to, beyond data from surveys and focus groups.
  2. How to objectively choose what type of data is best for different types of business decisions/insights.
  3. How to help colleagues in the office attain a minimum level of data fluency so that they can be effective “research clients.”

 

Presentation Materials

Embracing and Promoting Data Fluency: A Rising Data Tide Lifts All Research Boats

Web Dev Test Session

Test session info.

Think Big. Be Mindful.

Face it – organizations expect market research teams to be smart, agile and at times even fortune tellers in order to make informed business decisions. Join AIG as they share their experiences and tips on how, through big thinking and mindfulness, they cultivated and won over their leadership in the adoption of a Community ecosystem in a cost-sensitive, data hungry environment.

Presentation type:

Subjects covered:

Takeaways:

We cultivated relationships and enlisted supporters to build our case to move from one to three communities in less than one year.

 

Presentation Materials:

Coming Soon

Online B2B Communities for Automotive Research

Manheim is a division of Cox Automotive and is the leader in remarketing services. They have over 100 physical auction facilities as well as a virtual auction site. Their clients vary from independent dealership owners/operators who are not only buying and selling cars at auction but may also be wearing owner, sales manager and finance director hats, to large franchise managers whose sole responsibility is to manage the car auctions. These clients are intensely busy, especially during the live auctions.

Manheim wants to create more and better services for their clients, but reaching them for individual interviews or focus groups is very difficult and costly. They needed to find the right solution – a resource which allows for ongoing engagement with clients, supports a variety of research activities which can combine to provide a more comprehensive perspective on business issues and delivers impact internally to contribute to marketing teams and programs.

Manheim partnered with MarketVision Research to create an MROC, comprised of various sub segments of their clients, in order to be able to engage them in research multiple times a month. From basic polls to surveys and discussions, Manheim has bridged the immediacy gap for research.

Creating the MROC was challenging and some great learning came from it. The goal of this session is to share the knowledge about business-to-business marketing research online communities (B2B MROC).

The learning came in three main areas:

• Recruiting – For this project we had to change our recruiting strategy to reach the clients where they are.

• Engagement – It’s not just about incentives for these participants. MarketVision had to create some creative ways to engage.

• Reporting – The internal audience needs to socialize these insights quickly and the researchers needed to deliver it in an ever-shortening time frame.

Lastly, we want to share with you how the company is using the information and how the second year is going. There were bumps along the way but the final solution has been one which supports the research teams and their internal customers in a variety of ways.

Presentation type:

Subjects covered:

Takeaways:

  1. An understanding of the community space and how a B2B approach differs from a more traditional online community.
  2. An understanding of the ways in which the uniqueness of B2B communities impacts the research process, from recruitment to engagement, incentives and client contribution.
  3. An appreciation for the impact this type of research has on an organization and how a platform for ongoing research activities can support business-to-business research in a whole new way.

 

Presentation Materials:

Online B2B Communities for Automotive Research

Using Decision Journey Modeling to Optimize the “Omni” in Omnichannel

Knowing that shoppers are increasingly engaging with more than one channel in their decision journey, it’s important to understand each step and activity along the way. In this session/case study, we will explain how to map customer journeys to optimize touchpoints and influence the interaction of channel behavior. Using examples from Mars Petcare and as well as other key players in e-commerce, we’ll discuss:

By the end of the session, we’ll understand how and where we can influence the customer journey among channels to more consistently convert explorers to buyers and build loyalty to the brand.

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Takeaways:

  1. The importance of understanding the omnichannel customer journey (so that you can best influence along the path-to-purchase).
  2. Practical strategies for winning in e-commerce.
  3. How to build loyalty in this omnichannel environment.

 

Presentation Materials:

Coming Soon

From Charts to Infographics: Making Information Actionable for Everyone

For years, bar and pie charts have been the standard for data visualizations. When used properly, they add clarity and understanding to the data. Unfortunately, too often they are dull and lacking in impact; rarely do they encourage the marketer to take action.

At Dapresy, we’ve moved beyond charts and into the territory of the infographic. In this session, you will hear practical advice on how to transform your data into compelling, interactive dashboards. We’ll show you “before and after” examples and share five easy steps to get your team started on the road to the modern age of dashboarding.

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Takeaways:

  1. Learn how to transform your data into compelling, interactive dashboards that tell a clear story.
  2. Take action based on your data.
  3. See live examples of new, modern data visualization techniques.

 

Presentation Materials

From Charts to Infographics: Making Information Actionable for Everyone

Seven Decisions on the Path to a Customer-Centric Culture

What does it take to build and sustain a customer-centric culture in your organization? What are the key decisions to accelerate your progress? What would you do differently if you could build your voice of customer program from scratch?

In this session, Salesforce will share the seven decisions they made to build and sustain a customer-centric culture. A culture where the customer is at the heart of every decision – from the next game-changing innovation to Dreamforce messaging. A culture that has enabled Salesforce to be named “Innovator of the Decade” by Forbes, 2016.

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Takeaways:

  1. Tips to build and sustain a customer-centric culture in your organization.
  2. Key decisions to accelerate your progress.
  3. Thought starters on how to ensure the customer voice is represented in all key business decisions.

How to Enjoy the Best of Multiple Worlds: Insights from Coupons

Recent studies show that a higher intake of yogurt reduces the risk of diabetes. In an effort to combat the increase of diabetes in the U.S. (up more than 25 percent from 1980 to 2014, according to the Centers for Disease Control and Prevention), the Chobani insights team launched a research program to reach high diabetes populations where yogurt consumption is lower than the national average. The team strategically targeted some of these regions through a direct mail coupon for a complimentary cup of Chobani Greek Yogurt. Several advertising messages were created and tested via the coupon. Analysis from the redemption rates, advertising effectiveness and yogurt sales data before, during and after the campaign proved interesting and impactful.

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Takeaways:

  1. How to gain insights from traditional shopper marketing tools.
  2. How to measure direct mailer coupon effectiveness.
  3. How to model test/control environment and statistically measure the outcome.

Using Foresights Processes and Structures to Bring the ViewMaster into the 21st Century

Through qualitative cultural scanning and primary consumer research, Mattel’s Foresights team was able to uncover five strategic opportunity areas for the company to explore in the coming years. In this talk, see how these insights led to the ideation, creation and rapid refinement of the revitalized Virtual ViewMaster product. With this process, the toy was able to go from conception to the shelf in under a year!

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Takeaways:

  1. Continual cultural scanning enables quick-to-market releases as trends begin to go mainstream.
  2. Interpreting trends and translating them for your core audience is key.
  3. The evolution of a nostalgic brand is needed to maintain cultural relevance across ages.

Accelerating Innovation via Rapid Iterative Learning Sprints

Many benefits, especially higher level emotional benefits, are difficult to translate into a product design. This is especially true with complex products such as food and OTC drugs. Consumers often find it difficult to articulate what it is about a product that signals it is relevant for a moment of use. Marketing messaging and brand impressions are important in creating expectations that motivate purchase interest. However, the product and package also elicit expectations. To ensure product success, it is important that the product design and marketing both communicate the brand promise and confirm those expectations through product experience.

This talk will focus on the problem of translation by presenting a new methodology called co-design. Co-design is similar to co-creation in that both combine the internal domain expertise with consumer emotional intelligence. Whereas co-creation is used to generate lots of ideas and screen/refine those ideas into product concepts, co-design is used to “translate” a product concept into a product design through a process of rapid iterative learning sprints.

This presentation will detail the co-design methodology through case studies. This methodology applies behavioral science to rapidly translate the promise of a concept. Rather than guiding product design through slow cycles of test, design and retest, researchers applied a behavioral framework (termed Habit Flywheel™) to understand moments of use, consumer habits and the sensory cues associated with elements of the product concept. In one case, this approach enabled rapid design of a line of four new soups, cutting six months off its commercialization timeline. It has since been integrated into the innovation process for different companies. Further, co-design has found additional applications to translate a wide range of products and services and to better position existing products in the marketplace.

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Takeaways:

  1. Translation offers one of the greatest challenges to innovation teams seeking to rapidly commercialize new product concepts and to improve positioning of existing products.
  2. Co-design is a new, yet proven marketing research method that uses a behavioral framework and innovative techniques to help stakeholders overcome the rapid translation challenge.
  3. This approach helped one company cut six months off its commercialization timeline for a line of four new soups. It has since found many applications across different vertical markets and product categories to rapidly and cost-effectively translate new product concepts and to improve the positioning of existing products.

 

Presentation Materials

Accelerating Innovation via Rapid Iterative Learning Sprints

Bridging the Gap: Suppliers and Agency Collaboration on Quality

To everyone’s surprise, reasonable budgets and reliable results are not necessarily mutually exclusive. When large suppliers partner with local data collection agencies, end users and corporate researchers can actually have both.

GfK, one of the world’s largest and most recognized research suppliers, has a User Experience practice that is ISO-9001 certified and has strategically partnered with field agencies for data collection to streamline operations, reduce budgets and increase data reliability through their unique approach to collaboration. Marisa Pope from Jackson Research, in business since 1957, joins Korey Johnson of GfK-UX to discuss how their two companies worked together to establish quality protocols that ensure research insights are being driven by valid data collected from the intended consumer base.

In this dynamic session, participants will learn how these collaborations enhance the research experience from design strategy to execution and beyond. How putting experts in design together with experts in implementation provides stronger, more actionable insights and a deeper understanding of the consumers’ attitudes and behaviors.

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Takeaways:

  1. How developing a comprehensive quality program improves service delivery.
  2. How developing formal partnerships strengthens an organization.
  3. How forging stronger bonds between the tiers in our industry provides better results.

 

Presentation Materials

Bridging the Gap: Suppliers and Agency Collaboration on Quality

Are Your Pick-Up Lines Working? How to Make the Best First Impression with Your Claims and Tag Lines

So your product walks into a store aisle…

OK, it’s not exactly like a bar scene, but you definitely should think of your claim or tag line as a pick-up line. It’s a very important package element that persuades consumers to pick your product up for further review and purchase consideration.

But how do you ensure that your claims are believable and relevant and will indeed influence purchase? And how do you take future customer groups into consideration?

This session will introduce you to social prediction methodologies that will help you think outside your current box to identify things about your products you may not realize are important to your customers – and some you think are important that actually are not.

With the collective wisdom of crowds, Intengo will show you how to:
• Find new ideas to consider for your claims. What words or sentiments will help turn heads your direction?
• Filter a large list of potential claims to identify key themes and words. How do you narrow down to the ideas that are truly most important to your target audiences?
• Test potential claims quickly, specific to your target audience(s). How do you get to a definitive rank order of claims considerations – fast?
• Understand why potential claims will be effective and influential or not. How do you take perceptions into consideration as you finalize your claim decision?
• Consider tweaks to make your potential claims even stronger. What small changes might make your claim more influential?

Join us to learn how to make the best first impression with your pick-up lines that will have your current and future customers doing a double-take!

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Takeaways:

  1. Learn how to identify words and themes that will be most important to your target audiences as you develop claims ideas.
  2. Find out how to quickly test your claims ideas and truly identify which is best.
  3. Understand why claims will be influential and how you might tweak them to be even stronger.

 

Presentation Materials:

Are Your Pick-Up Lines Working? How to Make the Best First Impression with Your Claims and Tag Lines

Capturing the Moment of Truth in the Moment

Capturing all the nuances of the moment of truth — when a consumer chooses to purchase or engage with your product or service or not — is difficult to do using a memory recall approach. Instead, the Netflix consumer insights team devised an in-the-moment approach that accurately captures all the nuances of the moment of truth using mixed methods and mobile survey approaches.

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Takeaways:

  1. An approach for accurately capturing all the nuances of the complex moment of truth using mixed methods and mobile survey approaches.

Bring Your Target Into Your Boardroom with All-In-Plus

Greg Spagna is CEO of Target Research Group with over 60 years in the market research industry (Greg may be the oldest research practitioner in the United States). He will present a case study using Target’s All-In-Plus research technique. This technique gathers information from all retrieval methods and devices and provides the analyst with the best chance of success for meaningful insights and steps going forward with recommendations. Through the use of “selfies” and videos, the market allows you to enter into consumers’ lives in ways that would have been unimaginable in the past.

Chauncy Bjork, VP of operations/GM at Discovery Research Group, will explain how the social media data are identified, curated and analyzed. Chauncy is a social media expert who understands how to build powerful social media algorithms in new and exciting ways. Chauncy is able to curate and analyze information using software designed to address specific communication needs.

Randy Berkowitz, vice president of research at Combe Inc., will explain how Target’s All-In-Plus research design can be used to address corporate research issues, sharing some real life experiences at Combe Inc., where All-In-Plus was used. Randy will cover areas where the All-In-Plus added tonality and real consumer language to the benefits of Combe’s products.

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Takeaways:

  1. Custom research, social media conversations and consumer videos all add value to research projects.
  2. Ignoring social media misses important consumer information.
  3. Consumer videos are a powerful way to communicate research findings.

 

Presentation Materials:

Bring Your Target Into Your Boardroom with All-In-Plus

The Power of Real-Time Consumer Insights – A Mobile Case Study

Mobile technology is changing everything – from marketing and advertising methods to shopper journeys to social interactions. Nearly four-in-10 Millennials (39 percent) say they interact more with their smartphones than they do with their significant others, parents, friends, children or co-workers, according to BofA Research. Furthermore, nearly half of Millennials say they “couldn’t live without” their smartphone, according to the Pew Research Center.

For the market research industry, the implications are clear: To gain a fuller picture of consumer insights, we must adopt methodologies that take a “mobile first” approach to connect with target audiences in the way they engage on a daily basis. If not, we risk losing relevance and accuracy in reaching critical business decisions.

Traditional research approaches typically rely upon recall from visits “in the last 30 days” to garner feedback on in-store experiences. This approach is fraught with inaccuracies due to natural memory loss, degradation of vividness of the customer experience and lack of validation through location-based mobile technologies.

In this presentation, ProdegeMR and Voxpopme will share the structure and results of a real-time mobile survey methodology that offers retailers valuable in-store customer experience insights impacting key retail metrics. We utilized ProdegeMR’s highly responsive mobile panel, incorporating polygonal geofencing technology and dwell time techniques for significant reduction in false positives versus traditional approaches.

Utilizing Voxpopme’s video technology as a seamless component of the survey, you capture valuable information on the shopping experience. Using other tools such as identifying dominant themes, word cloud data visualization techniques and shopper sentiment coding, this methodology added a depth and richness to the insights.

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Takeaways:

  1. Mobile in-store research coupled with respondent video ethnographies is a preferred method to garner vivid, validated qualitative feedback on the customer experience.
  2. Technologies exist today to achieve these objectives and researchers must incorporate in-the-moment approaches to remain relevant.
  3. We have reached a tipping point for how panelists wish to engage with providers for primary survey research and a “mobile first” mind-set is crucial.

 

Presentation Materials:

The Power of Real-Time Consumer Insights – A Mobile Case Study

Seeing is Believing: Visualizing Market Research Data

Every day, 2.5 quintillion bytes of data are created. Despite this wealth of data, business leaders continue to complain that they don’t have the insights they need and demand more than ever before from market research organizations. They want game-changing insights in real-time. According to Confirmit, this should be viewed as an opportunity for market researchers rather than a threat. With the right tools, they can automate and streamline their processes while providing their clients with high-quality research in a clear and easily understandable format that drives action and business results.

In this session, Holly DeMuro, product marketing manager at Confirmit, will explore:
• Your clients’ need for data (and the opportunity it presents for your research business).
• Leveraging multi-channel/multi-source data to tell a comprehensive story.
• Implementing real-time, interactive data visualizations and reporting.

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Takeaways:

  1. Leveraging multi-channel/multi-source data to tell a comprehensive story.
  2. Implementing real-time, interactive data visualizations and reporting.
  3. Best practice tips for optimizing interactive data visualizations.

 

Presentation Materials

Seeing is Believing: Visualizing Market Research Data

Gaining Richer Insights in Africa

With products in over 190 countries globally, Unilever relies on market research to understand and connect with their consumers around the world. Among other regions, Unilever has traditionally had difficulty in connecting with consumers in African countries, largely due to precarious infrastructure. In this market, consumers are widely dispersed and sometimes located in remote or rural areas. This makes travel difficult and time consuming. Traditionally, Unilever conducted this research in-person by visiting consumers across the African continent to speak with them during in-depth interviews and traditional qualitative groups. Using these traditional methods of market research, this undertaking typically required a team to fly to each country, with serious cost and time implications.

Using Discuss.io’s platform, the Unilever team was able to cut costs and time invested by 90 percent, while maintaining their core mission and high standard for meaningful and insightful consumer-connects. After partnering with Discuss.io, Unilever is now able to connect with consumers directly from their office, with zero travel involved, in as little as 48 hours.

In addition to rural markets, Unilever has been able to connect with African women. These direct consumer-connects allow the team at Unilever to gain deeper insights on a variety of topics, ranging from the opportunities that exist for women to sustainability in South Africa. Additionally, through these direct conversations, Unilever is able to gain a richer, more accurate understanding of their consumers and their perspectives. Quick and cost-effective access to consumers facilitates feedback that can help to refine stimulus before quantitative testing in order to ensure the effectiveness of Unilever campaigns.

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Takeaways:

  1. We have to be creative about how we reach people in countries and regions where it’s traditionally hard to access consumers. These are still relevant consumers and their perspectives deserve to be heard.
  2. A lot of larger companies are slowed down by the magnitude of their projects, and if they’re a multinational, their potential for global reach. We can make them move faster.
  3. It’s crucial to be able to gather quality insights while they’re still relevant. This helps companies go to market much faster, before the market changes.

 

Presentation Materials

Gaining Richer Insights in Africa

The Road to Ruin is Paved with Stated Intentions

More and more often, we hear from clients that their quantitative data isn’t painting the holistic picture they need for intimate customer understanding. Something is missing, and if overlooked, it’s the road to ruin.

It is a well-known fact that quantitative survey respondents often under or overstate their intentions and behaviors when asked to report on them – their “stated intentions.” Therein lies a missing piece that can be resolved by getting to deep human truths, making insights that much more relevant, compelling and actionable.

This session will demonstrate the importance of uncovering the true human side of what people actually do, rather than solely relying on what they say in order to help brands make better-informed decisions.

The presentation will be highly engaging, entertaining and informative, uncovering relatable human truths across various categories. The content will feature actual participant-generated video from in-the-moment qualitative research that demonstrates unconscious discrepancies between what they say and do in given moments.

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Attendees will come away with:

  1. An understanding of what they could be missing if they base important brand decisions solely on ‘reported’ or ‘stated’ survey data.
  2. Clear ideas on how to use ‘in-the-moment’ qualitative research to help bridge the gap between what people say and what they do.

 

Yes, There is a Better, Faster and Cheaper Methodology for Concept Testing!

Dannon Yogurt has a 35 percent market share in the hotly competitive market in the U.S. Its flagship brand, Activia, has been brilliantly marketed over the years as the No. 1 probiotic brand with “Take the Activia Challenge.” The Activia tag line, “It works or it’s free” has been a compelling tag line for Activia for years.

In the summer of 2016, it was time for a tag line refresh for the 2017 relaunch of Activia, and Dannon conducted a Prediction Market to identify which of the 13 proposed tags would motivate the most consumers to purchase the brand and which would be perceived as most believable. The results delivered clear differentiation across the 13 concepts and were delivered within five days of fielding.

In this session, Simone Schuster of Dannon and Chris Smith of Consensus Point will discuss how the innovative Prediction Markets methodology differs from traditional survey methods by leveraging “the wisdom of crowds” to predict outcomes. And, Simone will provide examples of the insights that made this decision much easier for the brand team.

Learn about this powerful alternative to traditional survey methods for concept testing and how it truly does deliver better, faster and cheaper insights!

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Takeaways:

  1. What is a “Prediction Market” and how does this methodology differ from traditional survey methods?
  2. How do the results/insights of a Prediction Market differ from traditional survey methods?
  3. How has this methodology been validated?

 

Presentation Materials:

Yes, There is a Better, Faster and Cheaper Methodology for Concept Testing!

How Small “Nudges” Can Have a Big Impact on Shoppers

Behavioral economics emphasizes the non-rational forces and implicit biases (such as anchoring, framing, loss aversion, etc.) that impact human decisions. This field has gained considerable attention over the past several years through the research and books of Professors Daniel Kahneman, Dan Ariely and others.

PRS IN VIVO has pioneered the application of behavioral economics to consumer goods and shopper marketing. Our “Nudge” unit helps marketers to better understand the subconscious forces impacting shoppers’ decision-making – and identify powerful levers to drive behavioral change.

In this session, we will discuss key behavioral economics concepts (such as System 1 vs. System 2 decision-making, etc.) and how they apply to both consumer research and to the shopping experience. We will share numerous case studies in which marketers have applied behavioral science methods to complement more traditional (and rational) marketing efforts. Finally, we will share a “NudgeLab” process that leverages ethnography and “drivers of influence” to change consumers’ habits and purchase decisions.

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Takeaways:

  1. How behavioral economics principles explain “irrational” shopper behavior, leading to more effective marketing efforts.
  2. How small “Nudges” can drive behavioral change far more efficiently and effectively than more expensive, traditional (and rational) marketing efforts.
  3. How companies can apply a disciplined process for identifying and executing “Nudge” opportunities.

 

Presentation Materials:

How Small “Nudges” Can Have a Big Impact on Shoppers

Out-of-the-Park Insights into the Toronto Blue Jays’ Fan Base

The Blue Jays were looking to better understand the different groups of fans that attend Blue Jays games. While the Blue Jays’ management could look around the Rogers Centre on any given night and fundamentally know that there are different groups of fans, they lacked a clear understanding of how many fan segments exist, how large each segment is and how much each contributes to current single game and season ticket sales. Furthermore, they wanted to better understand which segment provided the greatest opportunity for growth in terms of ticket sales and what is required to provide those fans with a better experience that will drive increased passion for the team and increased ticket sales in the future.

We conducted over 2,000 quantitative surveys with Blue Jays ticket buyers, capturing their attitudes, behaviors, needs from the game experience, needs from the team and management, demographics and media behaviors. These data were run through statistical market segmentation algorithms to identify distinct fan segments. In addition, as part of the survey, each respondent completed a MindSight® exercise – a rapid response image exercise designed to tap into the emotional part of the brain to understand the emotional motivations that drive their decision to attend Blue Jays games. The MindSight® data were analyzed to uncover the emotional motivations that govern each fan segment.

In fall of 2016, the Blue Jays were locked in a pennant race for the American League East, so there has been little need for the Blue Jays to activate against these findings yet.

However, the segments and their motivations are central to the strategic planning process moving forward for most team departments for 2017. This includes marketing, merchandise, single game and season ticket sales, game day operations, sponsor/partner marketing, advertising and even stadium renovations.

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Takeaways:

  1. A 360 degree of fans, including attitudinal, motivational, emotional and behavioral insights provides unique opportunities for more personalized direct communications than any single lens or methodology can offer.
  2. Fans fundamentally have surprisingly different emotional reasons or motivations for attending games.
  3. While there are obvious impacts in terms of marketing creative, there are even more tactical implications for marketing, promotions, ticket packages and even ball park design.

 

Presentation Materials

Out-of-the-Park Insights into the Toronto Blue Jays’ Fan Base

Millennial Mom Decision-Making

Of the many trends reshaping the global consumer landscape, perhaps none is more important than the remarkable shifts in the roles, relationships and decision-making dynamics of Millennial families. We live in a world where nearly one-in-three Millennial moms describes her nine-year-old as her best friend and less than one-in-four describe themselves as the family’s final decision maker. Sure, moms tend to be the one in the grocery store doing most of the shopping, but what are the new drivers and dynamics of these choices? Can they help explain the growing gap between what a mom says she is going to do and her actual behavior? And perhaps most importantly, what are the new emotional underpinnings of the decisions she makes on everything from the fruit snacks she buys for her kids to the car she buys for herself?

In this presentation, Nestle and its research partner, The Family Room, will offer a fascinating look at new research they have conducted on the remarkable new realities of Millennial mom decision-making and how Nestle is using it to re-discover categories it has competed in for thirty-five years. As a part of this, we will share fresh learning on:

• Millennial mom’s shifting role in the family and her evolution from “gatekeeper” to “one of many.”

• What modern family decision-making really looks like today and the five typologies families most frequently employ.

• The emotional hopes, fears, dreams and aspirations Millennial moms are most focused on, how the events of 2016 fundamentally changed them and how Nestle is using these new emotional truths to build its brands on human insights, not category insights.

Participants should come prepared to have long-standing assumptions about the drivers of their category and assets of their brand challenged, plus a new set of possibilities for marketing to the Millennial mom heart, not her head.

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Takeaways:

  1. From a hierarchy to a web: A complete restructuring of the parent/child relationship; the rapid abdication of parental decision-making authority; and the metamorphosis of parents as authority figures to “parents as peers.”
  2. A transformation in mom’s role as decision-maker: From head of household to one of many, the role Millennial moms and dads now play in decision-making for categories ranging from the foods their family eats to the toothpaste they buy, to the restaurants they attend to the cars they drive are undergoing tectonic change, calling for fundamentally different targeting and messaging strategies that will be needed to persuade them in the future.
  3. The emergence of a new wet of Millennial mom emotional drivers: Discovery of a set of core emotional hopes, fears, aspirations and dreams that bear little resemblance to those of previous generations and offer a rich new framework for Millennial mom and dad targeting, messaging and positioning.

 

Presentation Materials:

Millennial Mom Decision-Making

Changing the Face of Research with Multi-Cognition Research™

The research world is in flux, searching for methodologies to uncover consumers’ deepest non-conscious emotions, i.e. System 1 thinking. It’s the “new black.” Yet, some researchers oversimplify the role of System 1 and emotions in decisions and overlook the fact that the impact of gut reactions versus reasoning varies by context. We explore these interactions and introduce a new, practical methodology incorporating emojis, the “universal language of the heart,” that integrates both cognitive frameworks to help identify stronger ideas and build more effective messages.

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Takeaways:

  1. Complete consumer understanding requires integrating consumers’ gut responses and their rational conclusions, as both affect behavior.
  2. While emotion can be powerful, don’t wear blinders and assume emotion is the only avenue for growth.
  3. Optimize messaging/idea components to give your directions more “at bats” and greater insight for increased innovation success.

 

Presentation Materials:

Changing the Face of Research

Unraveling Holiday Shopping – Using Passive Metering to Understand How Consumers Search, Shop and Spend During the Most Wonderful Time of the Year

Last year almost half of holiday shopping, consisting of browsing and buying, has been done online. And this number is expected to grow in 2016. The Internet is an important and highly competitive touchpoint – from researching information up to the purchase of goods and services. Consumers use numerous digital sources and switch across multiple devices. For instance, they use a mobile app for inspiration, conduct extensive information search on another device, but commit to the purchase weeks later on their desktop device.

Most research is still conducted with declared opinion data. However, this data can’t reflect the actual online behavior of consumers. Due to the complexity, fragmentation and volume of online activities, consumers are not able to recall all their activities that occur within their buying process. Researchers need to consider additional data sources to capture all the events related to a purchase decision and help brands create great customer experience and turn it into a competitive advantage.

One possibility to improve the research quality is to move away from self-reported information and move towards passively measured data. A great example for this is to collect behavioral data with passive metering technology. It is able to capture the full footprint of consumers across their devices and gives us the opportunity to understand consumers’ online behavior as never before.

In our case study, we used behavioral data to create a holistic view on how consumers behave online, the platforms they use and the brands they consider. By combining traditional research methods with passive metering we will unlock unprecedented insights on what and how consumers search, shop and spend.

We will give a detailed overview on the methodologies used, provide information on the integration of the survey data with the online behavior as well as share the generated learnings from this research approach. The study gives a tangible example on how behavioral data can unlock consumer shopping habits and and to provide insights for brands, retailers and media agencies.

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Takeaways:

  1. Get a practical example on how to combine traditional research methods with passive metering to enhance insight generation.
  2. Get the full picture on consumers’ online holiday shopping behavior.
  3. Understand how behavioral data unlocks a new level of insights that will help brands, retailers and media agencies.

 

Presentation Materials:

Unraveling Holiday Shopping

The Potential Power of Digital Creative

Advertisers face a multitude of choices when they start thinking about customizing digital creative for different platforms or for different brand objectives. Marketers have to decide on the length of a video ad (:05, :15 or :30), if they should add a pervasive logo to their video spot, how big is too big for mobile display, how interruptive can the ad be and how much engagement is desired within the ad unit itself. Without understanding which of these elements drive brand metric lifts by device, the choices can become overwhelming. In designing and conducting this research, it was our goal to disentangle these choices and provide marketers with a clear road map for creating the most engaging digital ad units across devices and, at the same time, a better ad experience for consumers.

Given the complexity of questions around digital creative, we ran a multi-phased research project in order to disentangle all of the creative choices marketers face. We conducted three different phases of research to isolate the creative options by device (e.g., computer vs. mobile), format (e.g., video vs. display) and type (e.g., interactive vs. not).

The questions we sought to answer were:
1. Across digital video and mobile environments, which digital ad formats are most effective at shifting key brand metrics?
2. Which digital video ad formats are most effective by device?
3. What are consumers’ expectations for ads on their mobile device?

The three different phases of research generated powerful insights for advertisers on which aspects of digital creative work best to drive results for their brands.

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Takeaways:

Based on our research, we know that marketers need to tailor their creative to their desired KPIs and the device(s) consumers are using. It is essential to understand that one size does not fit all for digital ad creative. Different types of creative work best based on a brand’s objectives, and different ad formats are more effective by device.
The following guidelines will provide marketers with a clear road map for creating effective digital ad campaigns that meet their objectives and provide value to consumers:

1. To drive awareness, bigger, longer and better branded units are key in digital video and mobile ad environments.
a. Prominent logos, titles and faces help capture consumers attention.
2. To increase consideration and affinity, let consumers engage with your ad unit, either by skipping the pre-roll or using interactive formats in mobile and tablet environments.
3. Brands must provide clear controls for consumers to entice engagement with their ad unit.
a. The opportunity for interaction must be intuitive and deliver a benefit for consumer.

 

Presentation Materials:

The Potential Power of Digital Creative

Bringing Out the Best in Your B2B Research – Learning from the Success of Others

Compared to their B2C counterparts, B2B market researchers are often challenged with reaching difficult audiences, dealing with complex decision-making units, requiring expert knowledge and low sample sizes.

During this presentation we will leverage relevant case studies to share best practices on how leading brands in the B2B space have been able to address these challenges and find success in bringing insights to action. Types of case studies presented will include:

• Tapping into the full b2b decision-making unit – debunking the myth that B2B decisions are only made in the C-suite.

• Focusing on the B2B customer experience.

• Uncovering emotions in B2B decision-making (yes, they do exist!).

• Immersing the insights team in the B2B environment (applying B2B ethnography).

Please join B2B International as we share results from our annual B2B Marketing Insights survey (among 200 B2B marketing professionals across the globe) as well as offer case studies of recent projects within the last year.

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Takeaways:

  1. Major differences to consider between B2B and B2C market research.
  2. Common challenges with conducting B2B market research and how to overcome them.
  3. Trends in B2B market research and how to take advantage.

 

Presentation Materials:

Bringing Out the Best in Your B2B Research

Deep Brain Understanding – A Profile of the Consumer’s Brain

Emotions, behavioral science, heuristics and lots of different approaches. But what if it was all integrated into a single profiling tool which integrates personality, worldview, heuristics, culture and more? Supposing we could apply a single unified model and then overlay our topic and context? Imagine structuring research the way our brains actually work and walking through an issue with the brain step by step.

We give an overview of the approach, data for the USA and some case studies to illustrate the evolving single model of human motivation.

We are not promising s silver bullet or a guaranteed solution for all issues, but we are taking the integration of psychology, anthropology, neuroscience, natural philosophy and linguistics to the next stage.

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Takeaways:

  1. Consumers and professionals can be deeply understood through a small number of highly defined types.
  2. Customer experience/patient journey can be greatly improved by the use of deep personas.
  3. Personas can be used as either an enhancement to, or a replacement of, segmentation.

Knowing the Unknown: How Behavioral Observation Can Answer What Surveys Cannot

The traditional methods for uncovering usage patterns, feelings or attitudes is to use a focus group or survey data. These methods have merit and serve a useful purpose; however, it is known that the drivers of behavioral action are often unknown to the one performing the action. Attitudes, feelings and motivations are System 1 properties, whereas declarative knowledge is solely a job for System 2. The key, therefore, is to uncover the revealed data through direct observation. This is best accomplished when the respondent is unaware or minimally aware that s/he is being observed, a technique we call unobtrusive observation.

We live in a digital age, with cameras surrounding us at all times. Gone are the days of VCR tapes and clunky cameras staring the respondent in the face. Today’s technology allows us to record willing respondents with minimal invasion; in some cases respondents can even record themselves with their own smartphones. From there, behavioral scientists annotate for actions of interest, creating a quantitative profile of behavior. This methodology can be used in such varied projects as daily oral care habits, how hands are washed or how in-home products are used throughout the day. Data can be linked back to declared data for comparison or related to qualitative assessments to uncover to true drivers of behavioral action.

Recently, we have shown how our unobtrusive observational method was used to drive product innovation in refrigerators. Furthermore, we will show several case studies demonstrating the use of behavioral observation in examining the best scent for a new soap launch, how respondents brush and floss their teeth at home and how consumers purchase items in a cafeteria. Taken together, this method yields powerful insights that uncover the true drivers of behavioral action.

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Takeaways:

  1. Declared data relies upon System 2 processes and does not reveal what actually happens.
  2. Behavioral observation is readily available and robust.
  3. Unobtrusive observation allows market researchers to gain deeper insights into how products are used in the natural environment.

 

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Knowing the Unknown