Shopper TV Exclusive: Video Interview with JD Spangler VP Category Development & John Whitaker, VP, Consumer Insight for HANESBrands

Today’s post is co-posted with Shopper 360.  For more information on thee event, visit the Shopper Insights in Action Homepage.

Shopper TV Exclusive: Video Interview with JD Spangler VP Category Development & John Whitaker, VP, Consumer Insight for HANESBrands

In this exclusive interview with Shopper Insights in Action’s Shopper TV’our official streamcast network ‘ JD Spangler, who is the VP Category Development and John Whitaker, the VP ofConsumer Insight at HANESBrands Inc., discuss:

- Hanes’ category norms and stability
- Lessons on partering on a mass level with retailers
- Best practices for creating a culture of research debate and innovation

This fall at The Market Research Event 2012, a full track will be dedicated to Insight Driven Innovation, powered by companies such as Reliance Industries Limited, Time Warner Cable, Hallmark Cards, Inc., Intel Labs, and more.  For more information on the sessions in this track and the rest of the program, download the agenda here.  If you’d like to join us this November 12-14, 2012 in Boca Raton, register to join us today and mention code TMRE12BLOG and save 15% off the standard rate!

ABOUT THE INTERVIEWER
Marc Dresner is IIR USA’s sr. editor and special communication projects lead. He is the former executive editor of Research Business Report, a confidential newsletter for the market and consumer research industry. He may be reached at mdresner@iirusa.com. Follow him @mdrezz.

Are We Leaping Ahead? Or Running in Place?

Bob Beamon breaking the long-jump record
at the 1968 Olympics in Mexico City ‘
this record remains unchallenged today.

‘Which records will get shattered’? writes Nate Silver, sports analyst, in the New York Times.  Good question.  His argument is based on sports, of course, and he argues that sports like Swimming have shown the most statistical progress over time versus something like Short Distance Running.  That’s because Swimming has benefitted from technology: better swim suits, less turbulent pools, etc.  And that Running is something anyone, anywhere in the world can do versus Swimming where you need a pool you probably don’t have in, let’s say, Somalia. Good points, both.

Why should you care?

Two reasons: 1) new developments in the field of Market Research have been almost exclusively technology-based; and 2) for every trend there is a counter trend.

While our development of new techniques is headed quickly and staunchly down the technology road with Big Data, Mobile and Modeling leading the way, we should see great progress on the part of our clients.  I expect record-breaking accomplishment.  While this may be the case, it’s hampered somewhat by the fact that my clients have trouble communicating or even internalizing the output of such complex solutions to what they perceive as simple requests.  AND the accomplishments are of diminishing size, just like breaking world records, forcing some clients to ask ‘ ‘Do I really need this much elegance in a solution for such small gains in the market’?  Good question.

Which brings me to counter trends.  This is highly observable in life all around you.  For every person blogging on their mobile you have a person learning to knit.  Maybe it’s not 1:1 ‘ often the counter trends are smaller.  But it’s undeniable that for every Hummer there is a Mini.  For every Burger King there is a slow food alternative kitchen. Again not 1:1 but you get the point.

What are we developing on the slow side, the less technology-based side?  What have you done to help your clients come to simple solutions to questions that set new records by increment?  Maybe’ just maybe, it’s the combination of slow and fast, simple and technical that breaks the boundaries and sets the new records by a mother load.   I’ll be on the lookout for this type of new thinking at TMRE 2012 in November.  

What is the crisp new thinking that takes us beyond the technology and into the realm of record-breaking accomplishment?

** ** **
Today’s guest post is from Kelley Styring. Styring is principal of InsightFarm Inc. a market research and consumer strategy consulting firm. She has led insights for Procter & Gamble, Pepsico, Black & Decker and NASA prior to founding her own firm in 2003. Kelley is a published author and has been featured in USA Today, ABC News, Good Morning America, Brandweek, Fortune, Quirk’s Marketing Research and The Market Research Daily Report from RFL Online.  She will be live blogging from The Market Research Event 2012 this November 12-14 in Boca Raton, Florida.  If you’d like to join her, register today and mention code TMRE12BLOG to save 15% off the standard rate!

TMRE TV: Sundar Dorai-Raj, Google

At The Market Research Event 2011, Marc Dresner sat down with many of the industry’s leading researchers to discuss their strive for the best insights in addition to how they work with fellow researchers to find the insights they are striving for better research and insights.  This is TMRE TV.

This week we’re featuring Marc Dresner’s interview with Sundar Dorai-Raj Senior Quantitative Analyst at Google. In this interview, Sundar share how YouTube and it’s employees dive deeper to the analytics and behavioral habits of the users of YouTube.

A few of Dorai-Raj’s key statements:
- Answers are easier to come by if the right questions are asked
-The feedback loop at YouTube is constantly open to allow discovery of the needs of the user
-Their policy on failure – employees are encouraged to take chances. While that does lead to some failure, the next big breakthrough is always looming.

Watch the interview here:

This fall a The Market Research Event 2012, NBC Universal will be on hand to present “Movie Going in the Digital Age: How Changes in Media Consumption Have Changed the Movie Going Decision Making Process,” which looks at how the new patterns of media consumption, including social and such mediums as YouTube affect the pattern of movie going. For more information on this session and the rest of the event, download the agenda here. If you’d like to join us this November 12-14 in Boca Raton, register today and mention code TMRE12BLOG to save 15% off the standard rate!

What sets apart The Market Research Event from others in the industry?

Three simple words: Relevance. Quality. Quantity.

Relevance
The Market Research Event is the only conference focused on the business value of market research. We scoured the earth to bring you the speakers and topics that stand to have the greatest impact on your life as a research executive. Through takeaway rich case studies, you will walk away with a notebook full of items you can action as soon as you return to the office. The NEW Value Proposition: Transforming Insight Partners into Strategic Consultative Leaders.

Lisa Huck, Director, Global Research, Plantronics, Inc.says:
‘This was one of the best research conferences I’ve attended. The sessions were terrific but for me the most helpful aspect was the chance to network with other client side researchers and meet suppliers who are the best in their field. I’m really looking forward to next year!

Quality
TMRE focuses on bringing you only the best ‘ the highest caliber of keynote presenters of any other industry event, sales pitch free presentations (guaranteed through our content review board), and a range of perspectives from across industries and from around the world. Boasting a 4.815 out of 5 satisfaction score, 98% of attendees would recommend TMRE to a colleague.

Sigal Cordeiro, Director, Global Product Research, GM says:
‘Very interesting and relevant to all industries and brands. Great!’

Quantity
The Market Research Event is the most comprehensive conference in the world for executives in market research and consumer insights. The numbers speak for themselves: For just ONE travel spend get access to 170+ speakers, 136 sessions, 7 concurrent pre-conference summits, 9 concurrent main conference tracks, 1,200 attendees annually – 65% from the client-side.

Tom H. C. Anderson, CEO, Anderson Analytics (OdinText) says:
‘I’m frequently asked if you could only attend one market research event which would it be? The answer is easy The Market Research Event’

For more information on the speakers and sessions of TMRE 2012, download the agenda.

Join us as we help transform insight partners into strategic consultative leaders. Register today to join us November 12-14 in Boca Raton and save 15% off the standard rate when you mention code TMRE12BLOG. If you have any questions about this year’s event, feel free to email Jennifer Pereira.

Complimentary Webinar: Driving Best-In-Class Customer Experience: Beyond Social Media Listening

In association with EmPower Research, a Genpact company, The Institute for International Research invites you to join us for a one hour complimentary Web Seminar:

Driving Best-In-Class Customer Experience: Beyond Social Media Listening
Tuesday, August 7, 2012
12:00PM – 1:00PM ET

Presenter:

‘ Sangita Joshi, Managing Partner, EmPower Research, a Genpact company

Reserve your Webinar seat now at:
https://cc.readytalk.com/r/ivporydm5oxu
Please mention your priority code: MWY0001BL

Today the rise in customer participation in Social Media is pushing marketers and researchers to listen and learn from Social Media conversations. While numerous applications of Social Media research are taking shape, understanding customer experience through the new media is gaining tremendous mind-share.

Social Media provides an excellent platform to listen to customer concerns, criticisms, and feedback, and address issues through one-to-one engagement. Social Media listening helps brand managers and marketers in not only differentiating their service quality but also aligning them with customer expectations, thus, driving greater satisfaction and better experience. In this session, you learn how Social Media can provide holistic insights on the ‘voice of consumer’.

Participants will learn:
‘ Understanding and measuring customer experience through Social Media ‘ the possibilities today
‘ Beyond listening- Tracking voice of the consumer across the relationship cycle
‘ Social engagement- The path to improving Net Promoter Score/Customer Satisfaction Index

Sangita Joshi is the Co-founder and Managing Partner of EmPower Research – a Genpact company. She has over 20 years of experience in research of which the last eight years have been at the executive level. At EmPower, Sangita leads social media research and delivery to global clients, and closely works with the innovation team to continuously evolve solutions that aid decision-making in a dynamic business environment. She regularly writes for leading industry publications and speaks on topics related to social media-led insights.

About EmPower Research:
EmPower Research, a Genpact company (NYSE:G) provides integrated media and business research services. We help our clients understand stakeholder perception and needs, empowering them to service better. We use proprietary methodologies to listen and learn about conversations in the customer ecosystem, deriving real insights for active stakeholder engagement.
For more information, visit http://www.empowerresearch.com

About IIR:
The Institute for International Research (IIR) is the world’s largest conference company and has been the leader in the provision of business information for over 25 years. IIR produces over 5,000 events annually through its network of offices in over 35 countries.

Complimentary Webinar: Driving Best-In-Class Customer Experience: Beyond Social Media Listening

In association with EmPower Research, a Genpact company, The Institute for International Research invites you to join us for a one hour complimentary Web Seminar:

Driving Best-In-Class Customer Experience: Beyond Social Media Listening
Tuesday, August 7, 2012
12:00PM – 1:00PM ET

Presenter:

‘ Sangita Joshi, Managing Partner, EmPower Research, a Genpact company

Reserve your Webinar seat now at:
https://cc.readytalk.com/r/ivporydm5oxu
Please mention your priority code: MWY0001BL

Today the rise in customer participation in Social Media is pushing marketers and researchers to listen and learn from Social Media conversations. While numerous applications of Social Media research are taking shape, understanding customer experience through the new media is gaining tremendous mind-share.

Social Media provides an excellent platform to listen to customer concerns, criticisms, and feedback, and address issues through one-to-one engagement. Social Media listening helps brand managers and marketers in not only differentiating their service quality but also aligning them with customer expectations, thus, driving greater satisfaction and better experience. In this session, you learn how Social Media can provide holistic insights on the ‘voice of consumer’.

Participants will learn:
‘ Understanding and measuring customer experience through Social Media ‘ the possibilities today
‘ Beyond listening- Tracking voice of the consumer across the relationship cycle
‘ Social engagement- The path to improving Net Promoter Score/Customer Satisfaction Index

Sangita Joshi is the Co-founder and Managing Partner of EmPower Research – a Genpact company. She has over 20 years of experience in research of which the last eight years have been at the executive level. At EmPower, Sangita leads social media research and delivery to global clients, and closely works with the innovation team to continuously evolve solutions that aid decision-making in a dynamic business environment. She regularly writes for leading industry publications and speaks on topics related to social media-led insights.

About EmPower Research:
EmPower Research, a Genpact company (NYSE:G) provides integrated media and business research services. We help our clients understand stakeholder perception and needs, empowering them to service better. We use proprietary methodologies to listen and learn about conversations in the customer ecosystem, deriving real insights for active stakeholder engagement.
For more information, visit http://www.empowerresearch.com

About IIR:
The Institute for International Research (IIR) is the world’s largest conference company and has been the leader in the provision of business information for over 25 years. IIR produces over 5,000 events annually through its network of offices in over 35 countries.

Small Team, Big Results

Today’s post comes from TMRE Guest Blogger, Katie Clark. She is also known as @InsightsGal on Twitter and a client-side market researcher, project manager, and social media maven. 

I’m proud of the fact that our research department completes about 40 research projects a year.  However, the more significant number is two. That’s how many staff members we have at present working on market research (and I’m one of them).  I know several client-side researchers for whom this is also a reality, and I know more are out there!  Based on the results of Quirk’s 2012 salary survey of corporate researchers, it doesn’t sound like departments will be growing by leaps and bounds anytime soon: 52% feel it’s unlikely their companies will bring on additional researchers in 2012. 

So, how can you manage a large workload with a small department of two, three, or even five staff members? Here are a few tips and tricks that we use:

Create a Standard Research Brief 
The argument that all research projects are ‘vastly different and completely unique’ doesn’t hold water with me. For each research project, there are a set of common key questions that are important to capture at the outset, such as: Who is the project stakeholder? Will you be offering an incentive? What’s the budget? Who’s the audience? Etc. Etc. Etc.  You get the idea.  For your company’s projects, the questions may be different, but sit down and figure out what the common threads are for your projects and document those key questions. Create a simple document that you fill out for each and every project (be consistent!), and store that document in a place that your team can access it easily.  Not only can this brief serve as a helpful discussion guide for your kickoff meetings, but also it will provide a record of the project information that your staff can access if you’re away.

Systematize your workflow
Just as there are a set of standard questions to kick off each project, there are a common set of tasks for your research projects. You have a kickoff meeting for each project, right? If you’re running surveys, each survey needs to be tested, launched, terminated and analyzed, right?

If you’re not using project management software of some sort, run don’t walk to one of the free or paid project management software solutions such as Basecamp, dotProject, or MS SharePoint. They will help keep you on task (literally). The point here is NOT to get you mired in the details, but to eliminate those late night ‘Did you do this? Where is that’? emails. With a system in place for your project workflow, there is one place for you and your team to check to see what’s next for each project.

But don’t ‘set it and forget it’ ‘ do an audit of your standard tasks every six months or so, as your workflow and tasks will change over time as the business needs change and as you continue to streamline your processes.

Map out as much of the year as possible
On a more macro level, map out all the projects for the next 12 months that you know of.  I know some subscribe to just doing this by quarter, but I advocate a 12 month view, especially if you have a small staff.

Even if you have just a vague idea that so-and-so wants a quant project sometime in November, pencil it in as you’re going to need to work around Thanksgiving, staff vacations, etc.  Having this at the ready is incredibly important in those project kick-off meetings so you’re aware of what you can handle and when given your small department size.

If you’re looking for a super-fast way to visualize your projects in a Gantt chart, take a look at
Tom’s Planner ‘ you can upload project info from spreadsheets (or SharePoint, etc.) and with 2 clicks have a dynamic view of your week, month, quarter or year. I use this all the time for quick visuals.

Remember, putting these systems and structure in place will NOT make you a slave to the details, but rather create a well-oiled machine which will help things to run smoothly when the requests are coming in thick and fast, and will leave you with some brain space for strategic thinking!

After all, your company is looking to YOU to be the strategic thinker around customer insights, and you need to be able to deliver.  After attending sessions such as Kraft Canada’s ‘Giving the Gift of Insight to your Company’ session at TMRE in November (part of the Strategy and Futuring track) you can hit the ground running with what you’ve learned when you get back to the home office, rather than getting back and spinning your wheels trying to figure out ‘Oops, did we remember to ask that at the kickoff meeting? Where did I save my project notes?”

More about Katie: Based in Portland, Maine, Katie manages the market research team at Diversified Business Communications. She has worked with companies large and small and in industries such as software, fragrance, finance, and entertainment to help them move the business forward through actionable insights derived from market research. She is passionate about bringing the’Voice of the Customer’ inside the organization. The opinions expressed here are her own and not those of her employer.

If you’d like to join Katie at TMRE 2012 this November 12-14 in Boca Raton, Florida, register today and mention code TMRE12BLOG and save 15% off the standard rate! For more about this year’s program, download the agenda.

Salad and Fries – a false choice with concurrent marketing

“Turkey Burger, please,” a satisfied grin crossing my face as I slid the menu across the plastic tabletop.  “Salad or Fries?” she asked, snapping her gum and scribbling on a tiny guest check pad.  “Salad or Fries?” I wondered.  Not much of a choice, really.  And what if I wanted both or neither?  I certainly wasn’t confronted with all of the possible choices and yet I felt I shouldn’t have to make a choice at all.

I was reading an article recently about “concurrent marketing.”  (Ron Capello, “The New and  The Next” Marketing Management Spring 2012) At first I thought this was a clever new way to say 360 Marketing which my clients have struggled both to deliver and measure for many years.  Actually, the idea was more elegant than I expected.  Yes, it had to do with using multiple approaches in parallel.  Salad and Fries.  But it also alluded to “just in time manufacturing” by suggesting rapid cycles of learning and deployment of marketing and tactics and messages.  Now I’m wondering if this is the true power of Mobile Market Research.

Attending TMRTE (the Market Research Technology Event) I was struck by research suggesting very poor response rates for MMR.  At the same time I was uplifted by progress toward using gaming to engage survey respondents.  Perhaps the confluence of these forces, packaged and aimed toward creating short cycles of learning and action, learning and action will help clients of the future iterate to greater success cumulatively over time.  Perhaps these short term iterations also fit better with the short employment cycle of most marketers and the short attention spans of most consumers.  Perhaps in the future we can have Salad and Fries because they are not choices but concurrently relevant.  And tasty too.

** ** **
Today’s guest post is from Kelley Styring. Styring is principal of InsightFarm Inc. a market research and consumer strategy consulting firm. She has led insights for Procter & Gamble, Pepsico, Black & Decker and NASA prior to founding her own firm in 2003. Kelley is a published author and has been featured in USA Today, ABC News, Good Morning America, Brandweek, Fortune, Quirk’s Marketing Research and The Market Research Daily Report from RFL Online.  She will be live blogging from The Market Research Event 2012 this November 12-14 in Boca Raton, Florida.  If you’d like to join her, register today and mention code TMRE12BLOG to save 15% off the standard rate!

Explore and re-define the role of the USER of market research

With the market research industry in the midst of such major transformation, it is time to explore and re-define the role of the USER of market research. After all, the impact of our insights can only go as far as our end users believe they can.

Presenting the first ever insights conference for non market research leaders. Designed specifically for your END USERS, this event will explain the research process, new alternatives, different methodologies and tools so they can make better decisions with the insights you deliver. Once they’ve seen the light, they’ll be far more likely to commission new projects, increase the budgets they allocate to insights, and be much more willing to trust insights coming from new sources of data. All making your job that much easier.

By presenting multiple points of view from career researchers and end users alike, The Market Research Event…for Non Research Leaders will cover:

  • ‘ The Value Proposition… Getting the most from your research
  • ‘ Methodology Assessment… Behind the curtain of what to use, when and the limitations
  • ‘ Mastering the Challenger Role… Knowing when and how to challenge the research
  • ‘ Collaboration… Redesigning your relationship with vendors, suppliers and internal teams
  • ‘ Leveraging Research… You have a finding, now what?

These days, everyone from brand managers and engineers to innovation heads are allocating budge to uncovering unmet needs. Pass this along to your end users and those who are allocating budgets to consumer insights within your organization. 

The Market Research Event for Non Research Leaders is co-located with The Market Research Event, November 12-14, 2012 at the Boca Raton Resort & Club in Boca Raton, FL. With shared keynote sessions and receptions, this unique opportunity will not only empower your end users with hugely valuable knowledge, but will provide a great opportunity for you to strengthen your own working relationships with your team. As a reader of this blog, when you or a non-market research colleague registers, you save 15% off the standard rate. Mention code NMRL12BLOG. If you have any questions about this year’s event, feel free to email Jennifer Pereira.

TMRE TV: Tricia Benn, Rogers Publishing Ltd.

At The Market Research Event 2011, Marc Dresner sat down with many of the industry’s leading researchers to discuss their strive for the best insights in addition to how they work with fellow researchers to find the insights they are striving for better research and insights.  This is TMRE TV.

This week, we’re featuring our interview with Tricia Benn, Rogers Publishing Ltd. In this, she talks about her evolution as a market researcher, and how her company has transformed into the custom research firm that it’s become today.  They’re behind the Sanofi Canada Healthcare Survey, which is regarded by the nation as the top place to find information about health benefits as it relates to both employers and employees.  She also states that she believes market research is never a cost center if it is done properly.

Watch TMRE TV here:

This year at The Market Research Event, Robert J. Atencio, Global Vice President, Consumer Insights, Pfizer Consumer Healthcare will be on hand to present Consumer Insights ‘ A Day To Learn, A Lifetime To Master.  He will examine the evolving market research industry and how insights and gathering data has changed, and how we can evolve in this profession to take advantage of this opportunity.  The Market Research Event 2012 will take place November 12-14, 2012 in Boca Raton. You can find out more about this presentation and the rest of the program by downloading the agenda! See this year’s program here. As a reader of this blog, when you register and mention code TMRE12Blog, you’ll save 15% off the standard rate!