Talking with 2.5 Million Teen/20-sums: DoSomething.org COO Has Tips

Old Crank Hijacks Blog to Carp About “Kids These Days”

By Marc Dresner
As I sat down to write this post I had two depressing thoughts
and I figured I might as well drag you down with me:

1. I am
officially ‘old.’ (And if you’re 26 years of age or over, sorry, but so are you.)

2. I am
out of touch. (And if you spend a lot of time talking about ‘youth culture,’ might
be you’re out of touch, too.)

That first fun fact came courtesy of
DoSomething.org under a section on its website dubbed ‘Old People’ that
unapologetically states: ‘If you’re 26+ we
consider you officially ‘old.’ This is an org for young people.’
Aria Finger
source: Crain’s New York


(Well I didn’t want to join your stupid org anyway! Pbbt’)

The second bit I deduced’but only after chasing some
teenagers off my lawn’from a comment made by DoSomething.org’s COO, Aria
Finger, who suggested that old people who talk about young people in sweeping
generalizations probably don’t understand them as well as they think.
‘You hear people generalizing a
lot. ‘Oh, young people like to share,’ and so on,’ said Finger. ‘We need to
remember that young people are diverse.’

”Young
people’ isn’t some homogenous panacea.’
”Young people’ isn’t some homogenous panacea,’ she added.

She’s right, of course. And we’re
all guilty of it.

Marketers and researchers, in
particular, love to label and wrap blanket statements around entire
generational cohorts.
It’s how we make sense of (and
market to) the world. Show me a statistician who doesn’t dehumanize people for
a living.
Now, no one is saying that
there isn’t any truth (or utility, for that matter) to statements like ‘Young
people like to share,’ etc.
But we probably make or accept them more often than
is advisable for the sake of expedience.

Myth:
Teenagers are usually on the cutting edge of technology
We all know, for example, that Gen Z’ er, Post-Millennials?
Gen Next? ‘What are we calling these kids we’re generalizing about anyway?!?
Gen TBD?
Whatever they are, they’re ‘digital natives,’ right?
The teens are into all the cutting edge technology, right?
Wrong. Finger says that’s a big misconception.
Well, ok, but they sure seem tech-savvy. (Help me with my DVR, please!)
I mean, what about their smartphones? All the kids
have smartphones. We didn’t have smartphones when I went to high school…
And most middle-class teens in the U.S. today still
don’t, Finger noted, which is why SMS text remains such a powerful communication
tool.
And just where does she get her information, you ask?
Why from DoSomething.org’s 2.5 million members ages
25 and under, of course.

 ‘We can send a text to 1.6 million young
people and get up to 70,000 responses in minutes.’
‘We can send a text to 1.6 million young people and
get up to 70,000 responses in a matter of minutes,’ Finger told The Research Insighter.
(For
any out-of-touch oldies, DoSomething is a pretty-big-deal-not-for-profit dedicated
to ‘making the world suck less’ by connecting teens and early 20-somethings to
social causes that matter to them.)
Finger
is also president of TMI, DoSomething’s agency subsidiary specializing in
research and consulting services around youth, technology and social change.
As a
result, Finger knows a thing or two about the kids and how to communicate with
them.
And in this podcast with The Research Insighter
interview series, Finger shares some tips for talking with young people, including:

‘ Why ‘if you build it they will come’ isn’t a great
mobile strategy

‘ How to keep an authentic two-way text dialogue
going with thousands of young people

‘ Why brands shouldn’t necessarily just take the
kids’ word for it when it comes to preferences, and more’
Editor’s
note:
Aria Finger will present ‘Using Mobile and Data Insights to Activate
Youth’ at The Future of Consumer Intelligence Conference taking place May 19th
through the 21st in Universal City, California.


SAVE 15% to attend The Future of Consumer Intelligence when you use code FOCI14BLOG today! 

For
more information or to register, please visit www.futureofconsumerintel.com


Old Crank

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

Want Successful Market Research Presentations? Think Like a Teacher

Think back to high school.  Was your favorite teacher your favorite
because of the subject they taught? 
Probably not. Most likely that teacher possessed some traits that would
have made them a great teacher no matter the subject.  Market researchers can learn some important
lessons from this.

You may already be doing many of the
things great teachers do. Consider:
  • Focus on prioritization:  Do you always have clear objectives for
    your presentations?
  • Focus on comprehension: Do you spend time designing
    content so that it will be understandable?
  • Focus on retention: Do you put great effort into making
    sure that your clients will retain key pieces of information?
  • Focus on engagement: Do you strive to be engaging when
    presenting research?

For example, just as teachers focus
on comprehension and retention, so do we as researchers. After all, our presentations
are pretty pointless if people don’t understand and remember the key findings.

So let’s try a little exercise.

Step 1: If you were a school
teacher, how might you address these challenges?
  1. Students are having trouble staying focused during lectures.
  2. Students aren’t retaining the key lessons from a given
    lecture.
  3. Students are not applying the lessons.  

Write down one possible solution for each of the above before
proceeding. And give yourself at least five minutes for this task.

Step 2: Can you apply those
solutions to your market research presentations?

Now let’s apply this to market
research. Take the solutions you identified above and see if they apply to each
of the following:
  1. Clients are having trouble staying focused during
    presentations.
  2. My clients aren’t retaining the information from my presentations.
    .
  3. My clients are not applying the research’s key findings
    to real decision making.

Did the solution you came up with
for 1 apply to A? 2 to B? And 3 to C?

For item 1, one solution might be,
‘make classes more engaging by having questions prepared to ask the students
after each major point.’ In a market research context, for item A, this could
translate as, ‘make presentations less boring by asking the audience what they
think the result was to a key question before showing them the actual data; did
they guess right’? For example, in presenting a branding study, you might ask
‘What percent of our customers describe the company as ‘family friendly”? What
the audience guesses before you reveal the results can be a great segue to a
memorable presentation.

Are
we ‘delivering’ or ‘teaching’ research results?

One of our greatest challenges as
market researchers is in getting people to use our research. But if they don’t
really understand it, and haven’t really retained it, it simply won’t happen.
Be inspired by the best teachers you had growing up; you may be able to apply
their methods to your next market research project presentation.
 
By Kathryn Korostoff, Founder and Lead Instructor at Research Rockstar LLC. She can be reached at KKorostoff@ResearchRockstar.com.

 

Move Brands Faster and Longer in the Social Media Era

Photo by paul bica

With new social media networks and platforms emerging almost every day, organizations must efficiently engage customers while delivering a cohesive experience that drives customer loyalty. During the Total Customer Experience Leaders Summit earlier this month, Nestor Portillo, Director, Social Communities and Customer Experience at Microsoft, shared why customer experience is key to make the content viral and engaging.

Customers in the social media era are in control and are setting companies’ agendas. They:

  • Trust in advice made by online acquaintances and strangers
  • Read and create product reviews, product rankings and blog posts
  • Want to provide feedback about the product, brand and the service
  • Seek support to connect with like-minded peers

To move brands faster and longer in the social media era, Nestor contends that organizations must provide a consistent experience across all social media platforms. It needs to be successful, effortless and quick.

Most importantly, organizations must have a game plan that supports the customer journey by:

  • Considering the different ways people learn
  • Pivoting on experience and products
  • Delivering an emotional hook

This game plan must also include a community that:

  • Is healthy and is not intimidating
  • Provides a framework for user-generated content and word-of-mouth triggers
  • Adds authenticity to help establish brand trust

Following this model will lead your customers to purchase more, use more, consume more and tell and share more.

Peggy L. Bieniek, ABC is an Accredited Business Communicator specializing in corporate communication best practices. Connect with Peggy on LinkedIn, Twitter, Google+, and on her website at www.starrybluebrilliance.com.

Infographics: From fad to fail to forward thinking

Everyone loves a pretty picture. They instantly grab our
attention and force us to take a closer, more in-depth look. Indeed, I used my
incredible graphic design skills (PowerPoint!) to create a visualization just
for this blog and I’m sure you’ve already taken a peek at it.
Like the rest of the world, market researchers are keen to
take advantage of the power of data visualization. Traditionally, our
visualization tools have included bar charts, pie
charts, line charts, and a few other (not-so) fancy tricks that we scatter throughout
our reports with the sole intention of breaking up massive collections of text and tables and hopefully making everything a little more understandable.
Recent years have opened our eyes to a new world of infographics but a quick internet search for ‘Infographic
Fail
‘ reinforces the point of my infographic. We’ve yet to crack that
nut. Our attempts at data visualization in the form of infographics continue to fail in many regards from pointless
decoration, silly fonts, and ridiculous font sizes, to insufficient detail and no
documentation. They continue to stress design over content.
I love a good visualization as much as the next person and would love
to see market researchers spread the joy of numbers and analysis through them.
But as a group, we are severely lacking in those skills. And don’t argue with
me about that. You just need to look at my infographic. It’s a complete fail. Yet it
represents the utmost level of my artistic talent and creativity. 
Researchers have
been trained to analyze, synthesize, and storyize data. Not color it, dress it
up, and make it museum ready. Our industry desperately needs artists,
graphic designers, artists, and animators who LOVE and understand numbers. We have these wonderful people in our marketing department so why aren’t they regular contributors to our research departments?

So I challenge you. As you look forward to your next 5000 page report, consider how much more powerful it would be if you pulled in a teammate from the marketing department. 

Needless to say, I’ll see you at Alisa Olander’s Data
Visualization presentation (10am, Monday May 19, #FOCI14). I may never acquire
the essential artistic skills but at least I’d like to know how those with the skills do
the work.
Annie Pettit, PhD is the Chief Research Officer at Peanut Labs, a company specializing in self-serve panel sample. Annie is a methodologist focused on data quality, listening research, and survey methods. She won Best Methodological Paper at Esomar 2013, and the 2011 AMA David K. Hardin Award. Annie tweets at @LoveStats and can be reached at annie@peanutlabs.com.

A Look at The Future of Consumer Intelligence

Understanding people (not consumers) across numerous platforms in an increasingly interconnected world mixed with always-on technology, presents an opportunity for you to know people more deeply and take strategic action. Technology is the central driving force amongst the foremost mega and macro trends across industries. In fact, it is advancing at such a fast pace that it is changing how we do things, how we understand the world, business, and even people.
This year, The Future of Consumer Intelligence 2014 explores the emerging role of decision science and the convergence of knowledge points – insights, foresights, social science, marketing science and intelligence with technology a central driving force and profound connector. This cutting-edge event accelerates disruptive thinking around decision science. This unique aggregation of diversity across insights, data science, marketing science, social science with technology as a common thread provokes new questions and explores new futures.
This event accelerates disruptive innovators in the research space and pushes people to take risks, to think outside of traditional research methods and explore new, alternative tools and technologies. You will see in May that FOCI will bridge the gap for you between what people say they are going to do and what they actually do.

For a look at what to expect at FOCI in a few weeks, watch the short video below:

For more information on the event, click here to download the interactive brochure: http://bit.ly/1poyewr
You get an exclusive 15% discount for being a valued reader of our blog. So use your special discount code FOCI14BLOG when you register: http://bit.ly/1rfDFuV

See you in sunny California!

How the Role of the Consumer Researcher Is Evolving

As the researcher function continues to evolve, there are number of organizational models to source, mine, and activate insights. Identifying and defining consumer, shopper and customer insights functions in your organization will help focus the research, ensure improved operational efficiency and lead to synthesizing key insights and translating into omni-channel activations.

One of the biggest opportunities for shopper strategists today involves identifying future opportunities that exist in drawing correlations which happens when connecting the dots.

This means really working to identify the right problem to solve and turning to both big data AND small data as we look to predict the future by genuinely understanding the past.

When you think about how much has evolved even in the last 5 years – technology, methodologies, shopper behavior, redefined skill sets and capabilities – it makes you wonder what the shopper researchers role will look like by 2020.

The Evolving Role of the Shopper Researcher
  • Is Research Headed Back to the Children’s Table?
  • Evangelizing Insights: Amplifying the Insights Message Throughout Your Organization
  • The Dark Side of Social Media
  • Storytelling and Actionable Research Delivery
  • Effective Storytelling: Disney’s Merchandise Innovation Project
Find out what the industry has to say about the researcher function and create industry standards moving forward. At Shopper Insights in Action 2014, you’ll hear from Meijer, Mars Pet Care, Crimson Hexagon, Green Mountain Coffee Roasters, Walt Disney Parks and Resorts and more.
Translating Insights to Innovation In-Store
  • Insights on Insights: Building a Bridge Between Shopper, Consumer and Customer Insights
  • Changing Perspectives: A Journey to Customer Centricity
  • 2014 Mass Merchant Channel Study Findings That Will Change Your In-Store Activation Strategy
  • Taking Insights to Action: Retailer-CPG Collaboration in the Convenience Channel
  • Category Specific Trip Missions: Getting Beyond Stock Up & Quick Trips
Gain best practices from Campbell Soup Company, GfK, Luxottica Retail, POPAI, Dean Foods Company, 7-Eleven, Big Heart Pet Brands and more at Shopper Insights in Action 2014.
Phygical: Seamless Blending of Physical and Digital Worlds
  • How to Maximize Sales with Health & Wellness Trips
  • Understanding the Shopper: Using Technology to Uncover the True Voice of the Shopper
  • Engaging with and Learning From the Always Connected Consumer
  • The Signage Game: Using In-Store Research to Break the Mold, Streamlining Messaging, Strategy and Tactics
Discover how to integrate the store with the web in a way that works for your shoppers. Hear from these self-starters The Dannon Company, Quester, PepsiCo – Frito Lay, Ubisoft and more at Shopper Insights in Action taking place at the Navy Pier in Chicago this July.
Big Data & Super Analytics
  • The Intersection of useful and Important: Combining Data Sources to Provide New Insights
  • Shifting NPS to the Mobile Device: A Cause for Concern or Celebration?
  • Retail Trendwatching: Reality vs. Hype, and How Retailers Can Make Predictions Matter
Emerging Shopper Segments
  • Definitely Gen Z: 45 Million Loyal For Life Shoppers
  • Monetizing Millennials: Leveraging Insights Communities For a Deeper Understanding of Millennial Shopping Behaviors
  • Beyond Generic: How Private Brands Target Emerging Shopper Segments
Use the power of insights to win with new shopper segments. You’ll hear from Kimberly-Clark, ESPN Research + Analytics, Safeway and more.
Download the interactive brochure for full session and speaker information and access to exclusive video content, interviews and more.
Join your peers to create a holistic view of the shopper and the consumer to increase brand profitability and create life-long loyalty at Shopper Insights in Action 2014 and save 15% the standard rate.

Call for Presenters – The International Shopper Insights in Action Event

INDUSTRY ALERT: OFFICIAL CALL FOR PRESENTERS:

The 4th Annual International Shopper Insights in Action Event
Event Dates: 3-5 November 2014
Location: Edinburgh, Scotland

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

The 4th Annual International Shopper Insights in Action Event: Championing the Value of Activation Intelligence for Basket Growth

Due to the high volume of submissions, we suggest you submit your proposal early and no later than 9 May 2014 to Rachel McDonald, Event Director at rmcdonald@iirusa.com. (Only proposals from FMCG Suppliers, Retailers and corporate practitioners will be considered, for all other submissions please see the sponsorship section below).

Papers are being accepted on a rolling basis,  we suggest you submit your proposal as early as possible. If this is something you’re interested in considering, please let us know  as sessions fill up quickly.

 The 4th Annual International Shopper Insights in Action Event unites the world’s leading FMCG Suppliers, Retailers and Thought-Leaders to share future-thinking perspectives and get the industry moving in the right direction.

Anticipating more than 300 multi-national leading researchers, category managers, shopper marketers, digital marketers and industry experts, we are thrilled to host the 4th Annual Shopper Insights in Action Event in Edinburgh in November.

Always focused on the “in action” every presentation showcases both the research and what was done with the research – a balance of practical and theoretical thought-leadership – exploring shopper and consumer behaviour, how they shop, why they buy and how technology is changing everything.

 CONTENT AREAS FOR 2014:

  • Behaviour Economics
  • Linking the Shopper/Consumer Journey
  • Innovative Retail Experiences
  • Shopper Marketing ROI
  • Category Creation & Growth
  • Synthesizing Insights
  • In-Store Activation
  • In-the-Moment Shopper Emotion Research
  • Engagement Principles In-Store
  • Commerce Everywhere
  • Private Brand Strategies
  • Combining Data Sources
  • Shopper Team Collaboration
  • FMCG & Retailer Collaboration
  • Shopper Centricity
  • Digitally Connected Consumer
  • Shopper Segmentation Strategies
  • Emerging Market Insights
  • Digital Shopper Marketing
  • Mobile Research
  • New Research Tools, Technology & Innovations

We are also happy to consider topics not listed here that you feel would add value and be appropriate.

Speakers receive FREE admission to the conference as well as any pre-conference symposium.

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 a Speaker Proposal:

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)
  • 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

Due to the high volume of proposals we receive, not every submission is selected. We rely heavily on four components:

  1. Proposal is from retail and brand corporate executives in leadership roles
  2. Content matches interest of audience identified through research.
  3. Compelling topic that showcases something new and exciting. It must show how insights were leveraged to drive action/sales/loyalty.
  4. 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.

Thank you for your interest in The International Shopper Insights in Action Event. Stay tuned for more details on the event website at www.shopperinsightsintl.com.

 

How NASCAR is Using Social Media to Enhance the Fan Experience – Complimentary Web Seminar

In association with HP Autonomy, The Institute for International Research invites you to join us for a one hour complimentary web seminar, ‘Driving on the Winning Track with Innovative Customer Engagement: How NASCAR is Using Social Media to Deliver a Dynamic and Engaging Fan Experience.’

The web seminar is taking place Tuesday, April 29th from 1:00 ‘ 2:00 PM (ET)
Presenters include:
Sean Doherty, Director of Digital and Social Media Engagement, NASCAR
Daniel Burke, VP of Multichannel Analytics, HP Autonomy
Reserve your webinar seat now at: https://cc.readytalk.com/cc/s/registrations/new?cid=e76dxuo7mwrw
Please mention priority code: 00UWKCE0D
The rapid explosion of social networks and other media outlets has made it very difficult for marketers to monitor, understand and address all that’s being said about their products and services. And this data is becoming so important, as it contains customer insight and growth opportunities that have yet to be identified.

Join us on this webcast and learn how NASCAR, the sanctioning organization for stock car racing, is using its innovative Fan & Media Engagement Center to easily gather, analyze and leverage social and traditional media content to enhance the fan experience and drive revenue growth.

This webcast will be recorded if you can’t attend the live session. Please register and we’ll send you a link to the recording.

Learn how NASCAR is using its state-of-the-art interactive Fan & Media Engagement Center to:

  • Monitor all forms of media including social and traditional networks
  • Extract meaning and sentiment from all types of social media
  • Discover and act upon emerging trends and opportunities
  • Deliver a more targeted and engaging fan experience
  • Respond quickly to issues and repair damage

Don’t miss this presentation! Register now: https://cc.readytalk.com/cc/s/registrations/new?cid=e76dxuo7mwrw

How NASCAR is Using Social Media to Enhance the Fan Experience – Complimentary Web Seminar

In association with HP Autonomy, The Institute for International Research invites you to join us for a one hour complimentary web seminar, ‘Driving on the Winning Track with Innovative Customer Engagement: How NASCAR is Using Social Media to Deliver a Dynamic and Engaging Fan Experience.’
The web seminar is taking place Tuesday, April 29th from 1:00 ‘ 2:00 PM (ET)
Presenters include:
Sean Doherty, Director of Digital and Social Media Engagement, NASCAR
Daniel Burke, VP of Multichannel Analytics, HP Autonomy
Reserve your webinar seat now at: https://cc.readytalk.com/cc/s/registrations/new?cid=e76dxuo7mwrw
Please mention priority code: 00UWKCE0D
The rapid explosion of social networks and other media outlets has made it very difficult for marketers to monitor, understand and address all that’s being said about their products and services. And this data is becoming so important, as it contains customer insight and growth opportunities that have yet to be identified.

Join us on this webcast and learn how NASCAR, the sanctioning organization for stock car racing, is using its innovative Fan & Media Engagement Center to easily gather, analyze and leverage social and traditional media content to enhance the fan experience and drive revenue growth.

This webcast will be recorded if you can’t attend the live session. Please register and we’ll send you a link to the recording.

Learn how NASCAR is using its state-of-the-art interactive Fan & Media Engagement Center to:

  • Monitor all forms of media including social and traditional networks
  • Extract meaning and sentiment from all types of social media
  • Discover and act upon emerging trends and opportunities
  • Deliver a more targeted and engaging fan experience
  • Respond quickly to issues and repair damage

Don’t miss this presentation! Register now: https://cc.readytalk.com/cc/s/registrations/new?cid=e76dxuo7mwrw

Innovating a Roadmap for Customer Experience

Photo by paul bica
 
 
“There are no traffic jams along the extra mile.” – Roger Staubach, former star NFL quarterback
 
Organizations that focus on improving the customer experience will strengthen their customer relationships and their overall business performance. Len Ferman knows this first-hand. Len is Managing Director of Ferman Innovation, specializing in generating and evaluating ideas to improve the customer experience.

Len is also a world juggling champion. During the Total Customer Experience Leaders Summit (TCEL) earlier this month, he reinforced the three principles of new product innovation through his unique presentation. TCEL attendees learned how to juggle scarves while learning how to solve their customer experience challenges using this proven process:

 
3 Steps to Innovating for the Customer Experience:
  1. Explore: Understand the customer journey. Identify the customer pain points and challenges. Identify themes for brainstorming.
  2. Ideate: Brainstorm with a diverse group to generate a high quantity of possible solutions. Enable all employees to contribute ideas.
  3. Evaluate: Evaluate, cultivate and prioritize the top ideas for implementation
Learning to juggle not only helped TCEL attendees improve their ability to multi-task, increase eye-hand coordination, sharpen their brains and impress their friends, but also provided these valuable insights related to the 3 Steps:
 
Explore:
  • Break down complex processes into elementary steps
  • Learn how to use the tools that are at your disposal
  • Recognize the patterns and categories in your data
  • Identify your customers’ key problems
  • Strive for accuracy in basic tasks
  • Create intentional “wow” experiences
Ideate:
  • Defer judgment – no idea is a bad idea
  • Include all parts of your organization in idea generation
  • Stray out of your comfort zone to generate ideas
  • Balance different methods of brainstorming
  • Go for quantity when generating ideas
  • Great ideas are the result of collaboration and building on others’ ideas
Evaluate:
  • Filter out extraneous information and out of scope ideas
  • Evaluate each idea using carefully designed criteria
  • Include subject matter experts and customers in the evaluation
  • Cultivate ideas until they resonate with customers
  • Prioritize your actions to ensure you reach the goal
  • Optimal solutions are the ones that match your core competencies
Peggy L. Bieniek, ABC is an Accredited Business Communicator specializing in corporate communication best practices. Connect with Peggy on LinkedIn, Twitter, Google+, and on her website at www.starrybluebrilliance.com.