Live from #insights2innovate: AT RISK OF BECOMING IRRELEVANT… A CALL TO ACTION TO TARGET MILLENNIAL SHOPPERS

This morning at Consumer Insights Canada and Front end of Innovation, Jean Enloe, 3M COMPANY, discussed how The Scotchgard’ brand is widely known and well regarded. BUT, only a minority of consumers use it. And among Millennials, awareness and usage are significantly lower.

They partnered with Brandtrust to delve deep, and truly understand the emotional drivers, the mental models, emotions drive behavior after all, among Millenials to leverage them for growth and relevance.

95% of human thinking and emotions happen in the subconscious part of the brain, feelings not facts. No insights, no advantage.

Scotchgard brand managers were re-inspired by the insights that they discovered: a major one was that furniture is a public billboard of identity acting as a symbol of hard work,lots of emotional energy.

Home and furniture carry a lot of judgement, people want to impress guests, want to protect and preserve their furniture but also make people comfortable.

Scotchgard realize they liberate users by offering them a shield to use their furniture free of worry.

They leveraged these insights to reframe communications for Millennials as they buy their first furniture and rebrand as more a “care” product than “protection.”

They also created hooks to remind people to reapply the products, it’s more than a one time protection application.

ABOUT THE AUTHOR

 Valerie RussoFormerly a senior copy editor at Thomson Reuters, a research editor at AOL,  and a senior web publicist at Hachette Book GroupValerie M. Russo is editor at large of The Front End of Innovation BlogThe Market Research Event BlogThe World Future Trends Tumblr, the Digital Impact Blog, and also blogs at Literanista.net. She is the innovation lead and senior social media strategist for the Marketing and Business Strategy Division of the Institute for International Research, an Informa LLC., and her poetry was published in Regrets Only on sale at the MOMA Gift Shop. Her background is in Anthropology and English Literature. You can reach her at vrusso@iirusa.com or @Literanista.

This Week In Market Research: 9/22/14 – 9/26/14

Marketing To The Women on Pinterest: Strategies based on statistics

Working 52 Minutes, Taking 17 Minutes Off: Big Data study finds the most productive way to work

How to Use Twitter Analytics to Your Advantage: Exporting and Analyzing

Putting Data Integration on The Menu: How Kraft started analyzing their data and putting it to better use and how it could help you

5 Examples of How Next-Gen Social Analytics are Transforming Digital Marketing

Customer Experience: 12 Critical Points You Should Be Addressing

The Future of Customer Service: Customers want to be part of a conversation with thoughts, humor, and feedback from companies

Implementing Predictive Analytics: 4 Techniques You Should Know

Fighting Financial Fraud: Using Big Data to Prevent Theft

How to Protect Your Smartphone: Tips for hiding your data

About the Author:
Ryan Polachi is a contributing
writer concentrating his focus on Marketing, Finance and Innovation. He can be
reached at rpolachi@IIRUSA.com.

Ready, set, Go! Consumer Insights Canada & FEI Toronto 2014 #insights2innovate

There’s still time to register to attend FEI Toronto: The Front End of Innovation Conference and our new event, Consumer Insights Canada taking place in Toronto, Ontario, Monday through Wednesday, next week (walk-ins are welcome) but if you can’t join us, we will be covering the event live here, on the Front End of Innovation Blog and via Twitter #Insights2Innovate.

Hope to see you there!

Live coverage begins Monday, Sept. 29th

Get to Know Your Audience Better with Facebook’s New Insights Tool

Marketers, you’re in luck! Facebook recently launched its Audience Insights tool for advertisers, which was designed to help marketers learn more about their target audiences, according to the social network.  The company stated in a news release, ‘The more customer insights you have, the better you’re equipped to deliver meaningful messages to people.’
Today, social media allows marketers to reach consumers in a unique, untraditional environment where they are deeply engaged and constantly generating meaningful conversations. There is a huge opportunity in making sense of the social data created by the billions of users who broadcast their interests and opinions across social media channels like Facebook.
Not to be confused with Page Insights, Audience Insights is different because it looks at trends about current or potential customers across Facebook, whereas Page Insights looks at the interactions with your Page (likes, comments and shares). Some ways Audience Insights can help marketers learn about their audiences include: understanding what demographic traits index highest for page audience vs. the entire Facebook population;  identifying the pages liked most often by the audience that has liked the page and; viewing the Personicx lifestyle categories that index highest for brand page audience.
According to a recent post on InsideFacebook by Grant Parker, Vice President of Strategic Partnerships at 4C, Facebook Audience Insights has begun rolling out within Ads Manager for all U.S. marketers, with global access coming in a few months.  

About the Author: Amanda Ciccatelli, Social Media Strategist of the Marketing Division at IIR USA, has a background in digital and print journalism, covering a variety of topics in business strategy, marketing, and technology. Amanda is the Editor at Large for several of IIR’s blogs including Next Big DesignCustomers 1stDigital Impact, STEAM Accelerator and ProjectWorld and World Congress for Business Analysts, and a regular contributor to Front End of Innovation and The Market Research Event,. She previously worked at Technology Marketing Corporation as a Web Editor where she covered breaking news and feature stories in the technology industry. She can be reached at aciccatelli@iirusa.com. Follow her at @AmandaCicc.   

Get to Know Your Audience Better with Facebook’s New Insights Tool

Marketers, you’re in luck! Facebook recently launched its Audience
Insights tool for advertisers, which was designed to help marketers learn
more about their target audiences, according to the social network.  The company stated in a news release, ‘The
more customer insights you have, the better you’re equipped to deliver
meaningful messages to people.’
Today, social media allows marketers to reach consumers in a unique, untraditional environment where they are deeply engaged and constantly generating meaningful conversations. There is a huge opportunity in making sense of the social data created by the billions of users who broadcast their interests and opinions across social media channels like Facebook.
Not to be confused with Page Insights, Audience Insights is different
because it looks at trends about current or potential customers across
Facebook, whereas Page Insights looks at the interactions with your Page (likes,
comments and shares). Some ways Audience Insights can help marketers learn about
their audiences include: understanding what demographic traits index highest
for page audience vs. the entire Facebook population;  identifying the pages liked most often by the
audience that has liked the page and; viewing the Personicx lifestyle
categories that index highest for brand page audience.
According to a recent post on InsideFacebook by Grant Parker, Vice President of Strategic Partnerships at 4C, Facebook Audience Insights has begun rolling out within Ads
Manager for all U.S. marketers, with global access coming in a few months.  
About the Author:
Amanda Ciccatelli, Social Media Strategist of the Marketing Division at IIR USA, has a background in digital and
print journalism, covering a variety of topics in business strategy, marketing,
and technology. Amanda is the Editor at Large for several of IIR’s blogs
including Next Big DesignCustomers 1stDigital Impact, STEAM Accelerator and ProjectWorld and World Congress for Business
Analysts
, and a regular contributor to Front End of Innovation and The Market Research Event,.
She previously worked at Technology Marketing Corporation as a Web Editor where
she covered breaking news and feature stories in the technology industry. She
can be reached at aciccatelli@iirusa.com. Follow her at @AmandaCicc.   

TMRE 2013 Video Released: Creating Pivot TV: Developing A Media Model Designed to Activate Millennials

Karen Ramspacher of Participant Media discusses the formation of Pivot TV in this presentation from the Market Research Event. She discusses the three different approaches they took which were quantifying, examining the cultural, and experiential. Millennials are 85 million strong and are often given a bad rap. They also believe they can do anything.

Sign for full access to this video presentation from The Market Research Event

Quantifying:

A survey was conducted with 3100 respondents and they found that 64% were open to the idea of creating social change. This translates to 27 million millennials that they sorted into three groups or stages. The first is the “allies” which are skewed female and enjoy the entertainment value. The second is the “clicktivists” who are skewed male and take online action. The third is the “new heroes” which was the majority and they are engaged and willing to make a change.

Cultural:

A brand lives in an area where the marketing, content, and culture overlap.Millennials live in a post collapse culture and and seek role models because they don’t trust anyone. They are also a positive generation and are willing to clean up the mess even though they didn’t make it.

Experiential:

The quest to get millennials was proven to be a difficult one. They have so many pressures and so many choices that it make it a bleak world for them. The caring and doing spectrum covers the amount someone cares and how likely they will act on someone. Using this and interviews with millennials, they found that millennials want to be challenged and believe that companies that do good things are important.

Creating a brand filter was important to Pivot TV and they need to be disruptive, credible, and brave. The mission for Pivot TV was to create social change.

Watch the video here.

About the Author:

Ryan Polachi is a contributing
writer concentrating his focus on Marketing, Finance and Innovation. He can be
reached at rpolachi@IIRUSA.com.

At the Intersection of Art & Science: A TMRE 2014 Book List

Stories are a catalyst for action.

Market research, data sciences, consumer insights and marketing overall, has never seen such dramatic and rapid transformation’ and the stakes have never been higher. The output and value of our entire industry is in flux.

We’ve curated this list of 8 powerful books in advance of our upcoming MR event to help you open your mind to new ideas and truly become a catalyst for disruption, growth and impact beyond measure.

The TMRE 2014 Book List: 


1. It’s Complicated: The Social Lives of Networked Teens by Danah Boyd  


Boyd’s conclusions are essential reading not only for parents, teachers, and others who work with teens but also for anyone interested in the impact of emerging technologies on society, culture, and commerce in years to come. In this eye-opening book, youth culture and technology expert danah boyd uncovers some of the major myths regarding teens’ use of social media. She explores tropes about identity, privacy, safety, danger, and bullying. Ultimately, boyd argues that society fails young people when paternalism and protectionism hinder teenagers’ ability to become informed, thoughtful, and engaged citizens through their online interactions. Yet despite an environment of rampant fear-mongering, boyd finds that teens often find ways to engage and to develop a sense of identity.

2. Different: Escaping the Competitive Herd by Youngme Moon  


Different shows how to succeed in a world where conformity reigns’but exceptions rule. Youngme Moon provides a highly original perspective on what it means to offer something that is meaningfully different in a manner that is both fundamental and comprehensive.




3. The Power of Habit By Charles Duhigg

In The Power of Habit, award-winning New York Times business reporter Charles Duhigg takes us to the thrilling edge of scientific discoveries that explain why habits exist and how they can be changed. With penetrating intelligence and an ability to distill vast amounts of information into engrossing narratives, Duhigg brings to life a whole new understanding of human nature and its potential for transformation.

4. The Storytelling Animal: How Stories Make Us Human by Jonathan Gottschall 


Stories help us navigate life’s complex social problems just as flight simulators prepare pilots for difficult situations. Storytelling has evolved, like other behaviors, to ensure our survival. Stories can also change the world for the better. Most successful stories are moral, they teach us how to live, whether explicitly or implicitly, and bind us together around common values. We know we are master shapers of story. The Storytelling Animal finally reveals how stories shape us.

5. Leaders Eat Last: Why Some Teams Pull Together and Others Don’t by Simon Sinek 


Our biology hasn’t changed in fifty thousand years, but our environment certainly has. Today’s workplaces tend to be full of cynicism, paranoia and self-interest. But the best organizations foster trust and cooperation because their leaders build what Sinek calls a Circle of Safety that separates the security inside the team from the challenges outside. The Circle of Safety leads to stable, adaptive, confident teams, where everyone feels they belong and all energies are devoted to facing the common enemy and seizing big opportunities. 



6. Absolute Value: What Really Influences Customers in the Age of (Nearly) Perfect Information By Itamar Simonson, Emanuel Rosen 


What influences customers in this new age? The authors identify the old-school marketing concepts that need to change and explain how a company should design its communication strategy, market research program, and segmentation strategy in the new environment. 

7. Exploiting Chaos: 150 Ways to Spark Innovation During Times of Change By Jeremy Gutsche


Jeremy Gutsche’s book about 150 ways to spark innovation during times of change, includes these key lessons :


1) STRATEGY – Turn chaos into opportunity
2) CULTURE – Create a culture of innovation
3) TRENDS – Filter through all the noise
4) INNOVATION – Increase your odds

5) MARKETING – Infectiously market your ideas


Exploiting CHAOS: Book on How to Spark Innovation from Jeremy Gutsche / Trend Hunter



8. Start with Why: How Great Leaders Inspire Everyone to Take Action By Simon Sinek 

There are only two ways to influence human behavior: you can manipulate it or you can inspire it. Start With Why is for those who want to  inspire others and for those who want to find someone to inspire them.



Editor’s note:

The noted thought leaders above will share more of their experiences and ideas to explore at the Market Research Event. We hope you can join us.

The Media Insights & Engagement Conference Brochure Now Available

“This conference hit the rare trifecta of top quality
attendees, inspiring speakers and great organization. Looking forward to the
2015 event.” – Tom Ziangas, SVP Research, AMC Networks

Tom’s not the only one looking forward to the 2015 event, we’re excited to be
able to present you with your first look at The
Media Insights & Engagement Conference
brochure. Download the agenda
now: http://bit.ly/1B1I5J1

The Media Insights & Engagement Conference is the industry’s must attend
event for next generation research & engagement strategies helping you
overcome challenges and decipher the future of media. Featuring best practices
and lessons learned from ESPN, ABC TV, Netflix, NBCUniversal, Revolt TV, AOL,
Yahoo!, Warner Brothers, GroupM, HBO Latin America, AMC Networks, Aereo,
Viacom, Clear Channel, Google, Discovery Communications, Turner Broadcasting,
Univision & more. Download the brochure for the full speaker line up:  http://bit.ly/1B1I5J1

The Media Insights & Engagement Conference 2015
February 3-5, 2015 // The Westin San Diego // San Diego, CA

What’s New for 2015?
  • The State of the Industry: Deciphering the Future Keynote
    Panel hosted by David Poltrack, Chief Research Officer, CBS Corporation, Howard
    Shimmel, Chief Research Officer, Turner Broadcasting & Liz Huszarik, EVP,
    Media Research & Insight, Warner Bros
  • A Call to Action for Millennials: Boost Your Skill Building
    and Professional Development Master Class facilitated by Tom Ziangas, SVP
    Research, AMC Networks and Jess Aguirre, SVP Research & Media Planning,
    Crown Media Family Networks
  • Rising Stars vs Experienced Leaders Interactive Session, giving
    an inside look at the power of both rising stars and experienced researchers as
    they try to tackle the issues the industry faces today.
  • Uncover the Changing Face of America and what it means for
    your viewership with insights from Marilyn Stephens, Data Dissemination
    Specialist, Media Lead, US Census Bureau, Julie Zwissler, SVP, Marketing &
    Partnerships, MNet America, Stephanie Yates, VP, Research, TV One and Michele
    Meyer, VP, Network Research, Univision
  • The Media Insights & Engagement Case Study Competition
    & Awards. Submit your innovative, results-driven research methodologies and
    applications to be reviewed by our judges. Winners will be announced at the
    event!

And much, much more!
Download the
conference brochure for the complete program: http://bit.ly/1B1I5J1
Join us in February to explore the new world of
multi-platform, hyper-viewing in the post-disrupted media landscape to
accelerate new insights and create future partnerships.

We hope to see you there!

Mention code MEDIA15LI and save 15% off the standard
rate. Register today:
http://bit.ly/1B1I5J1
All the Best,
The Media Insights and Engagement Conference Team
@_MediaFusion
#MediaInsights15

This Week in Market Research: 9/15/14 – 9/19/14

Artificial Intelligence has no future if we don’t control our data: Algorithms are using bad data to learn

Video: The Next Frontier for Big Data

3 key statistical analyses for predictive big data analytics

Marketing 2.0: Marketing to an Online Generation

Om Malik ponders how does the new world of data-driven intelligence not just provide quotidian services that make our lives more efficient, but create moments of serendipity that make our lives more joyful?

Hitachi, Gilead, Amazon, and Facebook: Intellectual property disputes via Bloomberg

A new study from PricewaterhouseCoopers (PwC) indicates that few senior executives rely most on data when making big decisions.

9 Ugly Lessons About Sex: OkCupid uses big data to come up with revelations

The Future of Crime Prevention – Big data can stop criminals in their tracks

3 things HR executives need to bear in mind when evaluating how big data fits into their current and future operation

Top 10 Big Data Quotes via Smart Data Collective

Toshiba Collaborates with Johns Hopkins University on Big Data Healthcare Research

Christmas in September? Why you should starts pay-per-click Christmas campaigns right now

20 Free Big Data Sources Everyone Should Know

Personalized Medicine Using Nanotechnology: Medicine of the Future is on the Cloud at H.D. Smith.

73 Percent of Organizations Have Invested or Plan to Invest in Big Data in the Next Two Years

Fighting Cyber Crime, America’s Secret Weapon: Defending the country from ransomware

Four Keys to Making Data Analysis a Competitive Advantage, and the Big Data ‘Ambiguity’

Cloud Computing and Business Intelligence: Renewing interest among midsize firms

Big Data in Pro Sports: Getting a competitive advantage

MIT on How Small, Simple Models Can Yield Big Insights

In Elemento’s lab, researchers are using big data techniques to analyze the genomes of tumors from patients with blood, brain, prostate, and other cancers

About the Author:
Ryan Polachi is a contributing
writer concentrating his focus on Marketing, Finance and Innovation. He can be
reached at rpolachi@IIRUSA.com.

Visa Canada’s Head of Mobile Talks Canadian Shopper Culture

Not long ago we may have been able to argue that retailers
thought that Big Data was just a bunch of hype that didn’t actually lead to
better returns, but we’ve come a long way since then. In fact, a recent survey
reveals that 73 percent of retailers consider shopper insights to be very important or
essential to the performance of the departments in which they work. In addition,
76 percent think leveraging insights is important to the performance of the
company as a whole.
I recently caught up with speaker Derek Colfer, Head of Mobile at Visa
Canada and speaker at the upcoming Consumer Insights Canada conference in Toronto, to discuss how Canada’s shopper culture is unique to the rest of North
America.
Here’s what Colfer had to say:
IIR: What
makes insights ‘strategic insights’?
Colfer: I
think all insights are strategic; however it’s their application to a specific
opportunity that makes them meaningful and impactful.
IIR: What is
the key to using the power of consumer insights to make smarter decisions in
business?
Colfer: Consumer
insights can help businesses evaluate the success of current products and are
especially important when entering the product development lifecycle. The gaps
in between product awareness, intent and usage can help businesses understand
the needs of their customers. Visa recently utilized consumer insights with the
design of Visa Checkout, a payment service that enables consumers to pay for
goods on any device with just a few clicks. We know consumers are using their
phones for more these days but that mCommerce can be onerous on small devices,
leading to low conversion rates from cart to checkout. With Visa Checkout, we
addressed issues like too many fields of information in the checkout process
and big thumbs on small screens to ensure an easier online shopping experience.
IIR: How are
shopper insights unique in Canada compared to the rest of North America?
Colfer: Canadian
shoppers are savvy with a very high propensity for loyalty. A 2014 Maritz (Bond
Brand Loyalty) report found that 90 percent of Canadians are members of at
least one loyalty rewards program. We have also quickly embraced online
shopping and have a high penetration of mobile usage. Almost 80 percent of
Canada’s addressable population owns a mobile phone, according to a 2014
eMarketer report. These factors, along with companies like Starbucks and Tim
Hortons who have tied loyalty to mobile payments, are helping to drive Canadian
comfort levels with mobile payment adoption.
IIR: Where
do you see the shopper culture in Canada five years from now?
Colfer: Canadians
will continue to use their mobile devices in a hyper accelerated manner. What
we refer to as eCommerce today will become more of an omni-commerce experience,
blurring the lines between various channels (in-store, desktop, laptop, tablet,
mobile device, wearables, etc’) as consumers use more than one channel and form
factor to search, compare, apply loyalty and purchase. 
Image via
www.fortune3.com

IIR: What’s your advice on effective ways to reach
Canadians on the path-to-purchase?
Colfer: There are
various technologies available for businesses to engage and interact directly
with their customers on more than one device throughout any given day. One
challenge for merchants is to ensure content and offerings are universally
available across all channels so that consumers can shop in the channel that
best suits their purchasing patterns.
IIR: What’s
the best part about shopping in Canada?
Colfer: Canadians
are incredibly loyal and the Canadian brands and merchants that we frequent
tend to reward loyalty in a very innovative manner. The most notable recent
example is the CIBC Tim Hortons Double Double Visa Card with a pioneering
two-button technology that enables users to switch between paying with their
Visa card with built-in loyalty, and the redemption of their earned Tim Cash
rewards. I think we’re going to see a lot more of this type of innovation and
loyalty tied to apps as we move forward and it’s going to positively impact
Canadian adoption of mobile payments.
IIR: How is
technology empowering the always-on shopper today?
Colfer: Technology
is incredibly empowering for Canadian consumers. It’s not uncommon to see a
consumer take out their mobile device, open up an app and scan a barcode on a
product in-store. That mobile app can provide access to an array of product
reviews and ratings and it can also drive the consumer to make a purchase
in-store with a profile driven incentive. Conversely, that same app can prompt
a consumer to leave that particular store and purchase the product online or in
a competing merchant down the street. Consumers remain at the center of the
commerce lifecycle, however technology is empowering them today in ways we
could not have imagined five years ago.
IIR: How do
you embed a culture of customer experience at Visa Canada?
Colfer: Every
digital product we build and put in market has been built with the lens of a
consumer. 
Visa’s aforementioned Visa Checkout is a great example of this, and
so is Visa payWave. Visa payWave allows a consumer to wave their card in front
of a payment terminal to securely and quickly make payment, reducing time in
line and at the cashier, improving the point-of-sale experience. This same
technology provides the foundation for NFC mobile payment apps, which are
gaining popularity in Canada and are available to consumers through Visa
issuers like TD, CIBC, RBC, Scotiabank and Desjardins. Our Vision at Visa, to
be the best way to pay and be paid for everyone, everywhere, prioritizes
consumer behaviour and drives every product innovation.
IIR: What
have you learned about Millennial shopper insights in Canada working at Visa?
Colfer: Millennials
are early adopters of technology and are an important segment to consider in
mobile payment adoption. According to a 2013 eMarketer report on age-based
digital behaviour, Millennials are the prime demographic for digital adoption
as they were born and raised during the emergence of the internet with an 80
percent adoption of mobile.
However, while Millennials are an important segment to
consider with regards to mCommerce and mPOS, there are also other demographics
with interesting behaviours that shouldn’t be forgotten. Gen X’ers lead all
other age brackets in ecommerce purchases for family staples and are the most
likely to transact on tablets and smartphones, according to an Ipsos Reid study
cited in the same eMarketer report, and Baby Boomers have shown the strongest
interest in loyalty programs. Sometimes I think we put too much focus on the
current consumer insight trend rather than being strategic with more than one
group.
IIR: How do
you see mobile affecting the future shopper in Canada?
Colfer: Canada is
already very advanced in contactless payments, but NFC payments will become far
more ubiquitous. Visa was the first payment network in Canada to pilot NFC in
2010 and we were the first payment network to commercially deploy with CIBC
back in 2012. To date, TD, CIBC, RBC, Scotiabank and Desjardins all offer
various NFC mobile payments to their clients that run through the Visa Network,
providing Canadian consumers with many accessible options.
Canadians love their mobile devices and I think they will
become more comfortable using them in-store to make purchases quickly and
securely. New technologies like Host Card Emulation (HCE), where consumer data
is secured in a cloud, will help to increase consumer usage. Visa’s new cloud
based payment specifications allow our banks to offer the same
interoperability, scalability and security to consumer’s phones that they trust
with plastic cards today.
If you’d like to hear
more from Derek, don’t miss him present at Consumer Insights Canada. The
event is taking place this September 29-October 1, 2014 in Toronto,
Canada. For more information about the event and to register, click here: http://bit.ly/XPjI56

About the Author:
Amanda Ciccatelli, Social Media Strategist of the Marketing Division at IIR USA, has a background in digital and
print journalism, covering a variety of topics in business strategy, marketing,
and technology. Amanda is the Editor at Large for several of IIR’s blogs
including Next Big DesignCustomers 1stDigital Impact, STEAM Accelerator and ProjectWorld and World Congress for Business
Analysts
, and a regular contributor to Front End of Innovation and The Market Research Event,.
She previously worked at Technology Marketing Corporation as a Web Editor where
she covered breaking news and feature stories in the technology industry. She
can be reached at aciccatelli@iirusa.com. Follow her at @AmandaCicc.