Fright Night, Market Research Style

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. 

We’re almost to Halloween, one of my favorite holidays!

I could go on and on about the trending costumes for the year, and data crunching about candy brands. But instead, in the “spirit” of Halloween…I’d like to draw your attention to the scary side of market research.

1) Check out Annie Pettit’s “The 6 Worst Market Research Mistakes for some ghoulish examples. Annie is always excellent at pointing best practices, as well as the bad and ugly of research, such as the terrifyingly mis-representative 3D pie chart she shares – yikes.  
2) I think Christian and I were having some similar thoughts this week, as we both were thinking about the fabulous (and mysterious) MR Heretic whose blog has been quiet for a while, but who has kept the industry on our toes with such pointed blogs as “You killed market research when you defended the status quo” as Christian mentioned as well as “Participant is Not Engagement” and “Submariners in Space.” Along those same lines, we do have the emergence of Angry MR Client on Twitter.

3) While we’re on the “scary theme, don’t forget scream-inducying pink glittery infographics and SMQs (Scary Matrix Questions – I love that these actually have an acronym).

In the spirit of the season, I can’t end this post without sharing some data.  For your ghoulish viewing pleasure, I give you a Halloween by-the-numbers infographic!

___________
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 seafood, 3D laser imaging, 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.

Come talk #smrx at TMRE

Today’s guest post comes from TMRE contributor Jacqueline Anderson, Director, Social Media and Text Analytics, J.D. Power and Associates. If you’d like to join Jacqueline at TMRE 2012, register today and mention code TMRE12BLOG to save 15% off the standard rate.

Come Talk #SMRX at TMRE

We are officially less than one month away from TMRE 2012 and I for one am pretty excited! Somehow each year is better than the one before. I’m not sure how this is possible because each year I walk away thinking there is no way the content and interactions can be topped! There is a ton of great content on the agenda but I most excited to hear the discussions around social research. Of course, part of this is because I live social every day at J.D. Power but more than that, I’ve been able to see the progression of social research in the industry and I’ve had a sneak peek at some of the content in the #SMRX track!

Back in 2010 the conversation around #SMRX was limited to a few very early adopters and was mostly one-sided (evangelists preaching to somewhat interested listeners). In 2011 I moderated an interactive discussion which included a wider range of adopters as well as those interested in trying social research but still featured only a select few adopters. In 2012 the tables have turned! On Monday there’s an entire track focused on social research. I’ve had a sneak peek at some of the case studies and they’re really interesting. They showcase companies who understand social research and are working to more fully integrate it into their practice.

In our research we’ve identified three stages of social research adoption and the content from this year’s event highlights the fact that more people are moving into the second and third stages. This is huge progress for social research! Take Barry at Dell for example (he’s the final session in Monday’s track), he’s done a fantastic job of muscling his group to the 3rd stage. If you need inspiration just listen to his talk.

Then, as the icing on the cake, the entire event is wrapped up with a keynote but none other than Robert Kozinets himself. If you’re not familiar with his work on netnography then you are in for a treat! This is a session that I’ve circled 10 times and highlighted on my copy of the agenda!

On top of all that great social content, I’m also excited for the rich discussions I know are going to take place over the course of the event. If you want to talk social media research and are looking for an ear to listen, track me down, I’ll be happy to oblige!

Just Three Weeks Left!

The Market Research Event is officially 3 weeks away. We want to share a few of the unique things you can find this November in Boca Raton.

Every year, TMRE provides unique, top caliber content and unparalleled access to client-side, senior-level decision makers. It has become the industry’s “must attend” event where real-time collaboration unlocks breakthrough thinking and invaluable connections are made.

The People Who Matter

  • ‘ 1000+ Attendees – See who’s already signed on to attend
  • ‘ More than 600 of which are client-side researchers with purchasing power.

New Insights & Fresh Perspectives

  • ‘ 8 world class keynotes never before seen on the same stage. See who’s speaking.
  • ‘ 175+ leading insights executives delivering fresh, content-driven perspectives. View all speakers.

Translating Insights Partners into Consultative Leaders

  • ‘ New topic areas include: Consultative Skill Development, Big Data, Strategy & Futuring, Mobile Market

Research & Social Media Listening. 

  • ‘ Global Perspectives from around the world, including the BRIC/Emerging Markets, featuring: Kraft Singapore, PepsiCo Russia, Ericsson India, and many more. Download the brochure for complete details.

Unmatched Networking and Valuable Learning Tools

  • ‘ On-site Group Matchmaking Builds Industry Cohorts
  • ‘ The Market Research Event Online Networking
  • ‘ Detailed Executive Summary
  • ‘ Speaker Interview Series

Global Market Research Event Communities

And as a reader of this blog, when you register to join us, you can save 15% off the standard rate when you mention code TMRE12BLOG.

Feel free to contact Jennifer Pereira with any questions about TMRE 2012.

The Death of Ownership

Today’s guest post comes from Bob Relihan, Senior Vice President, C+R Research.  They are a sponsor of The Market Research Event 2012.  If you’d like to join them at TMRE,, register today and mention code TMRE12BLOG to save 15% off the standard rate!

The Death of Ownership

The internet has been buzzing the past few days with the story (rumor?) that Bruce Willis intends to sue Apple for the right to leave his iTunes library to his daughters. I hesitate to provide a link; there are so many. The story has even popped up on Forbes. Clearly, the story resonates with people, even beyond the image of John McClane vanquishing an internet tyrant. We all have a love/hate relationship with Apple, don’t we?

The story crystallizes a trend that has been growing over the past couple of decades. Willis, or his mythical stand-in, feels he owns all of those songs he has on iTunes. But, of course, he has really just bought the right to listen to them. This is a parable of the death of the culture of ownership.
Wealth, status, and position have been defined by one’s possessions, by what one owns. When this country was founded, being a citizen meant owning property. We haven’t all moved to communes yet, but’

  • ‘ iTunes is only one instance of the shift away from ownership of media. I once had a huge collection of VHS tapes and my library of books covered an entire wall of my living room. Now I get all the movies I want through Netflix and what I read is on the cloud somewhere accessed on my iPad.
  • ‘ Think of the proliferation of sites that will rent you anything from a car to a designer handbag. To be sure, we have had car rental agencies for a long time. But, Hertz and Avis have represented themselves as a convenience for the traveler or as the answer to an emergency. Zipcar positions itself explicitly as an alternative to ownership.
  • ‘ Even the development of community gardens and tool sharing programs suggests that a livable community can eliminate some of the elements of ownership.
  • ‘ It is even possible to see the trend toward eating out as one that allows a households to have small pantries and own fewer utensils. Maintaining a larder is no longer a requirement for having a home.
  • ‘ And, Millennials apparently are abandoning car and home ownership as much to avoid the hassles of ownership as to cope with the weak economy.

We are moving to a culture where experiences and sharing define who we are more so that what we own or have. In effect, we are developing a culture that values the values of sharing and collaboration that my mother taught me more than those values of paternalism and distance that I learned from my father.

And what does all of this have to do with research? Much of what we do is predicated on ownership. In almost every case we recruit individuals who ‘purchase and use’ a product. The acts of purchasing and owning are taken as signs of commitment to a product. They identify an individual as serious about a product or category, someone to listen to.

What do we do if society places less value on ownership? What do we do when there are any number of individuals who friend a product on Facebook or follow it on Twitter without ever actually buying it. I may never own a Porsche or an Omega, but I love finding out the latest news about these two brands; I know as much about them as any owner. So, the next time I want to talk to brand champions, do I need owners. I don’t think so.

Clear view on MR things needed…

One of the good things when blogging for a longer period of time is the fact that you – virtually – get to know a lot of people in your area of profession.

One of the bad things is, that if you keep on blogging about specific topics for let’s say more than three years, you will see the day, that somebody you love to follow and read stops blogging. Although there are a lot of reasons for someone to stop blogging, sometimes you wish to read more from some “fading blogs”.

However, sometimes it is valuabel to re-scan even those once loved “fading blogs”, search for the good postings, re-read it and see if and what has changed over tim.

Yesterday I re-found one of my all time favourite posts ever – from May 2010.

Obviously MR hasn’t died and is still alive, but some of Mr. Heretic, the blog owner, manifesto-style hypotheses are of course still dominating today’s MR-scene.

For example this one: “You killed market research when you defended the status quo.” To be honest, this is what we do every day, don’t we? And for some reasons this is okay. But what about innovations?

I very much agree to Katie’s view on active innovation. And MR has already talked a lot about innovation in 2012..

… but nearly exclusively to its clients :-)  
However, what about innovating the own industry?

Another example: “You killed market research when you mistook information for understanding”
To be honest, I got a little bit fed up with the term “insight” over the last years. If every piece of information, offered to me as an insight really was an insight, I would be a wise man today.

Mistaking information for understanding also leads to the fact that we mis-educate our professional young talent. They often use the word insight, not knowing the difference between information and understanding.

So even MR is still alive our MR-world is still complex.
One of the consequences: We need a clear view on things and talk with each other about  the requirements.

To get a clear view on the status quo regarding innovation and insighting (beyond lots of others) make sure that you join us at the The Market Research Event 2012, hosted by IIRUSA November 12-14, 2012 in Boca Raton, FL. For more about this year’s program download the agenda.

———–
Today’s guest post is from Christian D??ssel (@olympiamilano). Christian is Senior Research Director at MM-Eye, a market research and research consulting firm in Hamburg / Germany helping clients from US and Asia to research Europe. He has worked for TNS, TBWA and other advertising, strategy and market research agencies helping clients from industries such as finance, transport and logistics, telecommunication and entertainment to understand consumers through market research and to increase implementation excellence. He will be live blogging from The Market Research Event 2012 this November 12-14 in Boca Raton, Florida. If you’d like to join him, register today and mention code TMRE12BLOG to save 15% off the standard rate!

Official Call for Presenters: Shopper Insights in Action 2013 Conference

INDUSTRY ALERT: OFFICIAL CALL FOR PRESENTERS

The Institute for International Research (IIR) is currently seeking corporate practitioner presenters for:

July 15-17, 2013 
Swissotel – Chicago, IL 

Submit your proposal by email to rmcdonald@iirusa.com by Friday, November 16, 2012

Due to the high volume of submissions, we suggest you submit your proposal early and no later than Friday, November 16, 2012, to Rachel McDonald, Senior Conference Producer at rmcdonald@iirusa.com. Only proposals from brand and retail corporate practitioners will be considered, for all other submissions please see sponsorship section below.

In July 2012, more than 578 retailers, brands and thought-leaders rallied in Chicago for a Shopper Insights in Action Conference experience that exceeded expectations and raised the bar even higher for 2013.

  

 Shopper Insights in Action is THE annual event for best-in-class national brands and mega retailers. Staying true to its core, the emphasis is always on the ACTION, every presentation must illustrate both the research and what was done with the research, moving beyond theoretical to real-world stories.

CONTENT AREAS FOR 2013:
‘ Mobile, Social & Digital Shopper Initiatives
‘ Activating the Shopper Along the Journey to Purchase
‘ Virtual Shopping Case Studies
‘ Multi-Channel Strategies & Emerging Shopper Channels
‘ Trends, Technology & Strategies Impacting Retail Environments
‘ New Store Formats & Store Experience
‘ Strategies for Integrating eCommerce & Brick and Mortar with the Shopper
‘ Category Reinvention & Retail Leadership
‘ In-Store Activation Strategies
‘ How do you Make Brands Relevant to the Shopper
‘ Mobile Shopping Innovation ‘ Measurement & ROI
‘ Big Data & Analytics
‘ Neuroscience Case Studies
‘ Best Practices for Loyalty Card Insights
‘ Shopper Segmentation Research
‘ Understanding the Mindset of the Always On Shopper
‘ Trends & Innovation Driving Shopper & Consumer Behavior
‘  Category Growth Strategies
‘ Collaboration Methods between Manufacturers & Retailers
‘ Aligning Shopper Marketing & Category Management Initiatives
‘ Strengthening Retail Partnerships
‘ Collaboration Practices for Category Growth
‘ Developing Global Capabilities in Emerging Markets
‘ Innovation in Private Brand & Brand Identity
‘ Integrating Traditional Research Around Categories, Brands and Shopper Insights

We are also happy to consider topics not listed here that you feel would add value and be appropriate. Corporate Practitioner Speakers receive FREE admission to the conference as well as any pre-conference activity such as workshops or symposium (a $4,000 value).

Sponsorship & Exhibiting Opportunities
What if I am not a corporate practitioner (from a client-side company) but still would like to participate? More than 70% of our content will be delivered by corporate practitioners from retail and manufacturing. If you are a consultant or solutions provider and wish to be a part of the program, please contact Jon Saxe, Senior Business Development Manager at jsaxe@iirusa.com or 646-895-7467. We will customize opportunities to fit your needs from speaking, branding, networking and/or exhibiting.

 How to Submit For proper consideration, please include the following information with your proposal:
‘ Proposed speaker name, job title, and company name
‘ Complete speaker contact information – address, telephone and e-mail
‘ Short biography of speaker (50-75 words max)
‘ JPG headshot photo, minimum 300 dpi
‘ Title of presentation (one line, benefit oriented)
‘ Short summary of content to be delivered (no more than 75 words), followed by three bullet points of what audience members can expect to “take away” from the presentation

 Tips/Guidelines to Consider
‘ Sessions are 30-45 minutes in length, inclusive of time for Q&A
‘ Preference will be given to proposals that clearly illustrate the full insights to activation process
‘ Commercialism and self-promotion from the podium is strictly prohibited. Your presentation will be reviewed by a Content Review Board prior to the event and should you self-promote during the session, you will not be invited to return as a speaker.
‘ The conference audience consists of brand-side researchers, brand-side marketers, retailers and vendors responsible for gathering, translating and actioning shopper-focused insights. Your proposal must present what’s new, hurdles to get there and how it can move the industry ahead.
‘ Travel and expenses are the responsibility of the speaker.
‘ If your proposal is accepted you agree that it has not and will not be presented at any other industry forum within one year. It is important that the content is fresh and not repurposed here or anywhere else. Due to the high volume of proposals we receive, not every submission is selected. We rely heavily on three components:
‘ Content matches interest of audience identified through research.
‘ Compelling topic that showcases something new and exciting. It must show how insights were leveraged to drive action/sales/loyalty.
‘ Speaker is able to provide details in the format of a case study or interactive session. This event is about sharing with members of your industry, so the speaker must be willing to showcase the “how-to” details.

Those selected will be notified no later than January 2013. Stay tuned for more details on the event website at www.ShopperInsightsEvent.com.

Official Call for Presenters: Shopper Insights in Action 2013 Conference

INDUSTRY ALERT: OFFICIAL CALL FOR PRESENTERS

The Institute for International Research (IIR) is currently seeking corporate practitioner presenters for:

July 15-17, 2013 
Swissotel – Chicago, IL 

Submit your proposal by email to rmcdonald@iirusa.com by Friday, November 16, 2012

Due to the high volume of submissions, we suggest you submit your proposal early and no later than Friday, November 16, 2012, to Rachel McDonald, Senior Conference Producer at rmcdonald@iirusa.com. Only proposals from brand and retail corporate practitioners will be considered, for all other submissions please see sponsorship section below.

In July 2012, more than 578 retailers, brands and thought-leaders rallied in Chicago for a Shopper Insights in Action Conference experience that exceeded expectations and raised the bar even higher for 2013.

 Shopper Insights in Action is THE annual event for best-in-class national brands and mega retailers. Staying true to its core, the emphasis is always on the ACTION, every presentation must illustrate both the research and what was done with the research, moving beyond theoretical to real-world stories.

CONTENT AREAS FOR 2013:
‘ Mobile, Social & Digital Shopper Initiatives
‘ Activating the Shopper Along the Journey to Purchase
‘ Virtual Shopping Case Studies
‘ Multi-Channel Strategies & Emerging Shopper Channels
‘ Trends, Technology & Strategies Impacting Retail Environments
‘ New Store Formats & Store Experience
‘ Strategies for Integrating eCommerce & Brick and Mortar with the Shopper
‘ Category Reinvention & Retail Leadership
‘ In-Store Activation Strategies
‘ How do you Make Brands Relevant to the Shopper
‘ Mobile Shopping Innovation ‘ Measurement & ROI
‘ Big Data & Analytics
‘ Neuroscience Case Studies
‘ Best Practices for Loyalty Card Insights
‘ Shopper Segmentation Research
‘ Understanding the Mindset of the Always On Shopper
‘ Trends & Innovation Driving Shopper & Consumer Behavior
‘  Category Growth Strategies
‘ Collaboration Methods between Manufacturers & Retailers
‘ Aligning Shopper Marketing & Category Management Initiatives
‘ Strengthening Retail Partnerships
‘ Collaboration Practices for Category Growth
‘ Developing Global Capabilities in Emerging Markets
‘ Innovation in Private Brand & Brand Identity
‘ Integrating Traditional Research Around Categories, Brands and Shopper Insights

We are also happy to consider topics not listed here that you feel would add value and be appropriate. Corporate Practitioner Speakers receive FREE admission to the conference as well as any pre-conference activity such as workshops or symposium (a $4,000 value).

Sponsorship & Exhibiting Opportunities
What if I am not a corporate practitioner (from a client-side company) but still would like to participate? More than 70% of our content will be delivered by corporate practitioners from retail and manufacturing. If you are a consultant or solutions provider and wish to be a part of the program, please contact Jon Saxe, Senior Business Development Manager at jsaxe@iirusa.com or 646-895-7467. We will customize opportunities to fit your needs from speaking, branding, networking and/or exhibiting.

 How to Submit For proper consideration, please include the following information with your proposal:
‘ Proposed speaker name, job title, and company name
‘ Complete speaker contact information – address, telephone and e-mail
‘ Short biography of speaker (50-75 words max)
‘ JPG headshot photo, minimum 300 dpi
‘ Title of presentation (one line, benefit oriented)
‘ Short summary of content to be delivered (no more than 75 words), followed by three bullet points of what audience members can expect to “take away” from the presentation

 Tips/Guidelines to Consider
‘ Sessions are 30-45 minutes in length, inclusive of time for Q&A
‘ Preference will be given to proposals that clearly illustrate the full insights to activation process
‘ Commercialism and self-promotion from the podium is strictly prohibited. Your presentation will be reviewed by a Content Review Board prior to the event and should you self-promote during the session, you will not be invited to return as a speaker.
‘ The conference audience consists of brand-side researchers, brand-side marketers, retailers and vendors responsible for gathering, translating and actioning shopper-focused insights. Your proposal must present what’s new, hurdles to get there and how it can move the industry ahead.
‘ Travel and expenses are the responsibility of the speaker.
‘ If your proposal is accepted you agree that it has not and will not be presented at any other industry forum within one year. It is important that the content is fresh and not repurposed here or anywhere else. Due to the high volume of proposals we receive, not every submission is selected. We rely heavily on three components:
‘ Content matches interest of audience identified through research.
‘ Compelling topic that showcases something new and exciting. It must show how insights were leveraged to drive action/sales/loyalty.
‘ Speaker is able to provide details in the format of a case study or interactive session. This event is about sharing with members of your industry, so the speaker must be willing to showcase the “how-to” details.

Those selected will be notified no later than January 2013. Stay tuned for more details on the event website at www.ShopperInsightsEvent.com.

Poll: What aspect of Customer Experience will be most important to the industry over the next several years?

What aspect of Customer Experience will be most important to the industry over the next several years?

We’d like to hear from you, the customer experience community, are any of these trends in the industry looming large on your horizon? Which and why? Join this LinkedIn poll to share your thoughts:

Our Total Customer Experience Leaders LinkedIn group is a great place to connect with the community and network with over 1,000 of your peers. Join us there today.

Why should you attend The Market Research Event 2012?

More than one thousand of your peers have already chosen The Market Research Event 2012 as their destination of choice for professional and personal development. See who is already registered to attend.

Space is limited – we are on track to sell out. Reserve your spot to join them.

Why TMRE?

  • ‘ 1 – For just ONE travel spend and 3 days out of the office, you gain access to 7 concurrent pre-conference summits, 9 concurrent main conference tracks, 136 sessions and over 175 speakers- making it the best investment for the future of both yourself and your company.
  • ‘ 5 – The number of new topic areas added to the program based on extensive feedback from you and your peers on what you need to know NOW, including: NEW Consultative Skill Development track, NEW BIG Data track, NEW Strategy & Futuring track, NEW Mobile Market Research track, and a NEW Social Media Listening track.
  • ‘ 10 – The number of hands-on collaboration sessions, including industry-specific roundtables and interactive discussions. Escape the power-point presentations and engage in provocative dialogues with your peers that shape the future of the industry.
  • ‘ 15 – The number of European and BRIC/Emerging Market perspectives you’ll learn from, including Kraft Singapore, PepsiCo Russia, Ericsson India, and many more’ making TMRE the event that truly connects the best in insights from around the world.
  • ‘ 60% – The percentage of client-side participants TMRE attracts each year- more than any other event in the industry – making the connections, story-sharing, and best practice learning that much more valuable, and the advancement of the industry that much more productive. That’s over 600 client side attendees.
  • ‘ 98% – The percentage of TMRE attendees who would recommend THIS event over others.
  • ‘ 100+ – The number of the industry’s top vendors who will be showcasing their breakthrough innovations.
  • ‘ 136 – The number of sessions you can to choose from at TMRE, giving you the opportunity to truly customize your experience and attend only the sessions that are right for you. Too many sessions to choose from? Don’t worry, our post event executive summary pulls together key learnings from across the event.
  • ‘ 170+ – The number of cross-industry speakers represented in 2012. A wide range of industries and skill-sets is represented, creating an environment packed with unique points of view and expertise.

As a reader of this blog, when you register to join us, you can save 15% off the standard rate when you mention code TMRE12BLOG.

Feel free to contact me with any questions about TMRE 2012, feel free to contact Jennifer Pereira.

Webinar: Know Your Market ‘ Know Your Customer: What Web Data Reveals If You Know Where and How to Look

TMRE Sponsors Connotate would like to share the following web seminar with our blog readers:

Title: Know Your Market ‘ Know Your Customer: What Web Data Reveals If You Know Where and How to Look
Date: Thursday – November 1, 2012
Time: 12 Noon ET/ 9 AM PT
Register here.

About the Webinar:
The Web contains billions of data points in news, opinions and conversations. Tapping into this publicly available resource is not as easy as it sounds. If you know where and how to look, you can expose fresh, new insights into markets, media and customer preferences ‘ shortening product development cycles, maximizing revenue and gaining a competitive advantage.

In this webinar, Connotate will share expertise gained from years of experience extracting data from the Web and making it usable. Connotate’s experts will explain why certain Web data sources are easy to tap into, why others aren’t ‘ what to consider when scoping out a project. Attendees will learn:

  • - Fundamentals of the Web data collection process (automation)
  • - Basic differences in data sources (Deep Web, password-protected sites, social media)
  • - How to compare cost/benefits of manual versus automated approaches
  • - Fundamentals of sentiment analysis
  • - Use cases illustrating how customers can gain business insights by aggregating data for cross-view comparison, interpreting online conversations to understand customer preferences, and more