Welcome to The Market Research Event 2010!

Good morning, and welcome to The Market Research Event 2010! Today, we have a start with a full day of Symposiums here in San Diego.

Last night, we kicked our event off with the 2010 TMRE Tweetup! Thanks to all of the Tweeps who joined us! If you’re tweeting from the event, we encourage you to use #TMRE. Find plasma screens around the conference an see what others are saying about The Market Research Event. We’ll be bringing you updates throughout the day, so stay tuned to the TMRE blog!

Here are some snapshots of what has happened so far:

A few attendees at the TMRE Tweetup:

Picking up the MigleSticks:
Early Registration at TMRE 2010:

Will NetFlix take over the internet?

In a recent article at Slate, they reveal that when Netflix opened for streaming business in Canada, 10% of Canadians visited the webpage. In the United States, at peak internet usage hours, it accounts for 20% of traffic. It is not yet available yet to the rest of the world, but how will bandwidth hold up?

Netflix clearly found the sweet spot of their consumers. In addition to streaming much of their video collection, they made deals with major television and movie distributors to increase their offerings to consumers. What can your company learn from what Netflix has done? They found what their consumers wanted, and offered it to them. What can you do to increase the satisfaction of your customers?


By Marc Dresner, IIR USA Ah, Memory Lane’ You won’t find it on Google Maps, but it’s probably the most trafficked road in the world. You don’t need directions to get there, and if you ask for them you may get lost in someone’s fog.Let’s take a ride together anyway’ I attended my first EXPLOR awards a decade ago, when the awards were in their infancy. And while I can’t recall the nominees, specifically, I do remember feeling that this was the beginning of something very special. At the time, online research was still a shiny new toy, and not without its critics. In fact, it might have been at that same event that Dr. Gordon Black ‘ representing an upstart called Harris Interactive ‘ was still being ridiculed for his heretic online sample weighting schemes. Some flimflam man, huh? And Tom Payne, CEO of Market Facts ‘ we know them today as Synovate ‘ was also getting flack for toying with the crazy idea of migrating one of the industry’s strongest panels ‘ a postal mail panel ‘ to the Internet. What a loon. Just ten years ago, folks. See that cemetery over there on the left? Would you believe it was once a shopping mall? Those aren’t gravestones; they’re clipboards decades old. If you look to the right, we’re now passing the house that Jack built. Jack Honomichl, the man with the list. It’s been remodeled so many times that I barely recognize it. And there’s the old zoo! Who knew those survey monkeys would draw such a crowd? Quick ‘ straight ahead ‘ there’s a bridge! It crosses the River Sample. Used to be a creek. Some people laughed when that bridge was built. Try wading across now. ‘Uh oh, I see a hitchhiker! Looks like a client, so maybe we ought to pull over? I know it’s dangerous to pick up hitchhikers, but some of the old landmarks are gone, and I’m afraid we may be a little lost. A second opinion couldn’t hurt, right? Chip in for gas? Ok then, let’s roll! ‘Welcome to EXPLOR!’ Nice sign. Looks like a nice, prosperous town, too. I’m glad we took a chance on that hitchhiker after all’ Seriously friends, the one thing that struck me most about my first EXPLOR ‘ and I’ve attended many since ‘ is that somehow when you introduce a committed client, everyone settles down and actually listens. This is how we learn from one another in research. And it’s how we help each other. It’s the glue that turns competitors into a community. It isn’t just because the client holds the purse strings, either; it’s because the client has a real map, the genuine article. Clients have gravitas because when they listen to us, they hear things that we don’t when we try to listen to ourselves, they carefully weigh the options based on what they know about their business and they make a calculated research bet. They take risks that, frankly, we’re often unwilling to take in our own businesses. If they bet on something unconventional and succeed, among other things they get an EXPLOR award, alongside their research partner/s ‘ who also took risks. This is why EXPLOR is so much more than an award; it’s a forward. Look at this year’s client nominees: A massive, publicly traded water utility; a major bank; and an online auction house. These are highly conservative businesses ‘ even the third one ‘ that have invested in research to help them get past themselves. The real beauty of EXPLOR for me is that ten years later, the case studies still excite, provoke and inspire. And most of all, they still have that innate ability to get researchers ‘ who specialize in listening ‘ to stop shouting over one another and listen. More to come’

Common objections to social media in large companies

Doug Lacombe at the Vancouver Sun recently spent some time working with companies to figure out why they weren’t using social media, and what their objections were.

According to the article, many of the common objections to using social media are:
1. Our audience isn’t on social media

2. I don’t have time or resources to deal with social media
3. People will say mean things about us
4. IT says it’s a security risk

Have you heard these objections in your company? I firmly believe that stance #1, our audience isn’t on social media, is false, and can be proved. After all, the fast growing segement using social media is older adults.

Disruptive Innovation: A Research Industry Award That Rewards Everyone?

NGMR Disruptive Finalists Announced
By Marc Dresner, IIR USA

As a mix of social science and commercial enterprise, consumer research tends to innovate cautiously in order to maintain methodological rigor and preserve normative data.

But with the advent of the Internet and a torrent of turns since, the industry has learned quickly ‘ and in cases painfully ‘ that we can no longer afford to dictate the pace of change.

To adapt and thrive, researchers have to an extent been compelled to forgo temperance and embrace disruption. No easy task, but one that IMHO is critical to survival in an age when change is an accelerating constant.

So in addition to the venerable EXPLOR awards ‘ which through a case study competition recognize the most innovative applications in research ‘ The Market Research Event this year is hosting a new award celebrating research industry change agents that make us uncomfortable for our own good.

Leading online networking group Next Gen Market Research (NGMR) will be presenting their 1st annual NGMR Disruptive Innovator awards at TMRE Nov 9th.

The nominations have been collected and vetted by NGMR’s Advisory Board, and divided into three categories: Individual, Agency and Client.

NGMR’s founder and chairman, Tom H. C. Anderson, told me the response has been overwhelming, and that based on the volume of nominations received per category, finalists have been narrowed down to 15, 10 and 5, respectively.

I’ve got the sealed envelope, and today I’m pleased to share the finalists by category (alphabetically):

Peter Corbett, iStrategy
Tom De Ruyck, InSites Consulting
Jeffrey Henning, Vovici
Diane Hessan, Communispace
AJ Johnson, Ipsos, and Sean Conry, Techneos
Joy Liuzzo, InsightExpress
Kevin Lonnie, KL Communications
Kristin Luck, Decipher
Bernie Malinoff, element54
Linda Mauro, Illume Market Research
Dr. Ros Picard, Affectiva
Jon Puleston, GMI
Steve Schwartz, Microsoft
Kelly Styring, Insightfarm

Nielsen Media Research


Why is disruptive innovation so important to research that it warrants an award?

I asked Sony Ericsson Global Insights Manager Gordon Morris, who serves on NGMR’s advisory board.

Here’s what he had to say:

‘The market research industry is, by nature, introverted, intellectual and risk averse. It is not given to exploring new techniques, but instead revises and refines existing techniques in an attempt to innovate. These are subtle, evolutionary increments, not the groundbreaking paradigm shifts other industries pursue,’ said Morris.

Morris added, ‘In an industry often lacking genuine innovation, it’s important that we recognize and celebrate those among us who achieve such shifts. In so doing we inspire the dreamers among us to find the next one.’

Like anything else, I suppose example leads and practice makes perfect’

The Market Research Event Tweetup this Sunday!

Sunday, November 7, 2010

ODYSEA @ Hilton San Diego Bayfront
1 Park Boulevard
San Diego, CA

Are you attending The Market Research Event? Are you a market researcher or attending The Market Research Event in the San Diego area next week? Join us Sunday, November 7, to kick off TMRE with your fellow Tweeps and the TMRE Event Team!

A One Handed World

Next Monday, November 8, TMRE Speaker Kelley Styring will be presenting “The One-Handed World: Insights on the On-the-Go Lifestyle,” in the Culture & Research Trends Symposium: What’s Next? Here’s a video preview of her presentation.

TMRE unites the world’s most influential researchers to share best practices, industry innovation and showcase the business value of market research. Over 800 attendees are expected to attend in 2010 with more than 60% representing client side companies. We invite you to join us in San Diego! Register to join us today.

Are you in San Diego and can’t make it to the event? Join us for the TMRE Tweetup Sunday Evening. Find out more here.