Evolving from Big Data to Smart Data: New Ways CX Researchers Predict Customer Behavior

Often big data initiatives are just that’too big to get off
the ground. But VoC survey data alone rarely delivers the insights leaders need
to take bold actions.
In an upcoming webinar hosted by Convergys Analytics, ‘Evolving from Big Data to Smart Data: New Ways CX
Researchers Predict Customer Behavior,’
John Georgesen, Ph.D., and Senior
Director, Research Analytics and Decision Sciences at Convergys Analytics, will
discuss how three Fortune 100 companies are tapping into new technologies and
using linkage methodologies to uncover customers’ needs, wants, and actual
behaviors ‘ and turning those insights into business cases for action.
John currently specializes in designing customer experience
(CX) programs that drive tangible improvements. With 20 years of applied
experience, John is a recognized innovator in the field of customer experience
This webinar is designed for senior CX professionals who
believe there is more to be learned from customers than surveys alone can tell
them. Save your seat for this webinar
here: http://bit.ly/1fRmxL4

Also, if you are interested in this topic, you don’t want to
miss The Market Research Event 2015 in
Orlando this Fall. TMRE delivers more proven value than any other event of
its kind, which is why it’s the #1 trusted event brand in the world and the
annual meeting place for career researchers – uniting over a thousand consumer
insights executives, with more than 65 percent from client side companies. For more information, visit the
website: http://bit.ly/1JrZdft

This Week In Market Research: 8/24/15 – 8/28/15

Crowdfunding is celebrated most for being the ‘grand democratization of finance,’ simply meaning it stands out from the bureaucracy of the traditional fundraising paths. However, an article on Entrepreneur this week discussed the shockingly close correlation between the recent Wall Street dip in markets and crowdfunding. The argument goes, that due to the frightening plunge by the Dow Jones, peers who would normally invest in startups on websites like Kickstarter, may not be so free with their money now. ‘After all, watching the Dow dive off a cliff doesn’t do much for consumer nerves. And investing in the next creative, neat gadget on Kickstarter falls into the category of discretionary spending that is first to go when a person is feeling anxious about his financial life.’ The point makes sense due to previous market research which shows that people are more frugal with their money when markets aren’t doing so well. Experts like Anindya Ghose, professor at NYU’s Stern School of Business, also believe that this decline in value is the beginning of a three year bear market. What do you think?

‘Have I mastered social media’? If you’re working in the marketing field, specifically the digital marketing field, you’ve probably asked yourself this question over and over again. The truth is, social media can have a profound effect on your professional life, and learning how to harness this power is essential to any well-crafted digital marketer. This week Fast Company released a very informative video that essentially breaks down certain social media habits and myths and shares the best practices of social media that will result in an overall success for your business. A few of these things include, posting a Facebook post during lunch hours when social activity is heightened as well as following many people on twitter. In other words, focusing only on people who have 500 followers or more is not necessarily beneficial as, research shows these individuals are less likely to retweet and engage anyway. I highly recommend this video to anyone looking to learn more about the best practices of social media and the reasons behind these guidelines. 

This week Fast Company wrote an article about 8 different ways to improve your focus. Many of these tactics are simple and, if done properly, effective. However, there were a few on the list that I had trouble seeing value. Let’s see what you think! Among the 8 listed, the author lists grabbing some coffee and doodling. The reason behind coffee are ”morning coffee doesn’t just help you wake up; it helps you focus on the day. If you need an attention booster in the afternoon, a coffee shop run might do the trick. In a study published in the Journal of Alzheimer’s Disease, French physiologist Astrid Nehlig identifies a connection between caffeine and cognition.’ I remain skeptical that coffee is something humans should rely on to be focused. In the reasons for doodling, the author cites a study from the University of Plymouth in England that claims doodling aids cognitive performance. This one I can be convinced upon further evidence, but what do you think?
Want to work for Google? Well you might just have the chance if you search the right keywords. In an article on entrepreneur this week, the author reveals that Google actually has a sneaky way of hiring some of its employees. It works like this. A random person could put something into a google search, (usually just genuinely hoping for that particular search) and then be directed to page that says ‘You’re speaking our language, up for a challenge’? This was the case for Yale educated mathematician Max Rosett. As the article explains, Rosett searched ”python lambda function list comprehension” and was taken to a page with a box that said, ”You’re speaking our Language. Up for a challenge”? From there Rosett took multiple puzzle quizzes and tests that finally landed him an interview with the organization. This is certainly in interesting tactic for recruiting and gathering a decent amount of research before viewing a candidate’s resume. Well done, Google. Can’t say I expected anything less.
Nichole Dicharry, is a Digital Marketing Assistant at IIR USA, Marketing and Finance Divisions, who works on various aspects of the industry including social media, marketing analysis and media. She can be reached at Ndicharry@iirusa.com 

Why TMRE 2015 is the Best Investment in Your MRX Strategy

There are countless reasons that attendees keep coming back
to TMRE (The Market Research Event) year
after year. Most of all, TMRE is THE #1 insights event that offers access to
the most insights professionals in ONE place at ONE time.
Every fall, our social communities buzz about the amazing
event that is TMRE. Here’s what our attendees have said about the event on
Twitter over the past couple of years:
“Still the best event out there for MR.” ~ Kevin Lonnie, Founder, KL Communications, a Collaborative Research Agency
I had a fantastic time learning and networking at the Market Research Event in
Boca Raton! @TMRE put on a great event – thanks!! #TMRE14
“TMRE is a top conference for corporate marketing
researchers. TMRE consistently achieves high attendance from corporate
researchers. TMRE typically attracts a mixture of senior and junior
researchers, and typically has a higher percentage of senior researchers than
most other conferences.”
~ Jeffrey Adler, PRC, Owner, Centrac DC
@ConsensusPoint: What a great event at @TMRE! We met so many
amazing people and look forward to new relationships! #TMRE2013
“This is a great event that’s at the top of our list
very year.” ~ Kristen Garvey, Senior Manager, Internal
Communications, EMC, Greater Boston Chamber of Commerce
@TomHCAnderson: Thanks @TMRE for another great
event!#TMRE13 #NGMR #MRX
“We never miss it. Year after year we keep coming
back.” ~ Melanie Degnan, Marketing Manager, Buzzback Market Research
@XperienceInvoke: Really great TMRE…thanks to all involved
and thanks to all our followers and retweeters #tmre #tmre13 #invoke
This is the best conference I ever go to.”~ Emily Pachuta, Head of Investor Insights, UBS Financial Service
@Aprilbell: great place to source talent worldwide #enactus
@ #TMRE13
Need we say more?
Check out the full agenda to see what all the buzz is about:

You get exclusive
$100 off when you use code TMRE15LI to register:
We hope to see you in Orlando this fall!
The TMRE Team

This Week In Market Research: 8/17/15 – 8/21/15

To begin summarizing this article I am compelled to share the first couple of lines from the article itself because they are too great not to share:
‘If you order Man Crates’s $49.99 “Snack Sensei” gift box, it will arrive in a cardboard box that contains a sealed plywood crate, a mini crowbar, and a card that says, “If at first you don’t succeed, pry, pry again.” It will not be easy to open. And by the time your boyfriend, father, brother, or other male-person gift recipient has actually applied the necessary amount of force, he will have created “a scene.” A crowd of coworkers will be gathered around his desk (because, let’s be real, you’ve sent this potential spectacle to the office), and splinters of wood will sit scattered on his carpeted cubicle floor like small monuments to his middle-America brand of manliness. Hammers will probably be involved.
Inside, he’ll find an array of Japanese candy. And Man Crates founder Jon Beekman is basically already giggling as he winds up to tell me, “The candy guide also comes in Japanese, so you have no idea what you’re actually eating!”
This hysterical lead-in introduces the main topic of the article of how personality of a small business can counter Amazon and its grip on e-commerce. The company being described above, Man Crates, was founded by Jon Beekman in 2011 after discovering the ‘gift baskets for men’ category. The foundation for this organization’s competitive strategy is to give personality to the online shopping experience once it reaches your door. As far as market research goes, 70% of the purchasers are women buying the gifts for men. Clearly this ‘personality tactic’ is reaching a particular audience and appealing to women online shoppers.
This week, the Sioux Falls Business Journal sat down with Erin Healy, a consumer insights specialist at Lawrence and Schiller. Throughout the piece, Healy gives advice to businesses hoping to use consumer insight effectively as well as discussing the most interesting and exciting parts of her market research job. ‘Something that any business can do is to truly know your customers. Consumers search for both rational and emotional reasons to use your business or brand. Consumer insights dives into how consumers think and helps people understand why that consumer choice was made in the first place. If businesses can understand why their customers use their services and products, it will be easier to establish and build meaningful relationships with them.’ Healy also explains how a ‘good insight’ take a lot of effort and time and that finding that insight is very gratifying at the end. She concludes the interview by stating ‘you know you’ve got a great insight ‘ when you realize it’s not necessarily a complex answer.’

Technology mixed with learning in schools is excellent right?? Well according to some skeptics and market researchers in the field of technology and its ‘return on learning,’ technology and education may not be correlated positively. Rob Mancabelli, the cofounder and CEO of Bright Bytes, claims that ”Over $10 billion is spent on technology every year in the U.S., and the majority of it does not benefit learning outcomes.’” In his conclusions, the data that they have gathered from the effectiveness of multimedia in learning remains very incomplete at its best. This is very interesting analysis as we see many schools and even organizations trying to incorporate multimedia into the learning process. What do you think?
Being an Entrepreneur is hard; it’s even harder if you fall into myths associated with the title. Entrepreneur released an article this week that discusses common myths that can hold an entrepreneur back and not be able to reach full potential. A few of the myths listed include thinking you’re ‘the boss’ and that you’ll be able to set your own salary. ‘As boss, you do get to set the agenda. However, you’ll also be on call and accountable to a range of different people, including employees, customers, the IRS, venture capitalists, angel investors and partners.’ The article also explains that while you may be able to adjust your salary, the cash flow is essential for any small business when it’s starting. In other words, many new entrepreneurs can’t afford to pay themselves much money in order to keep the business going. Read more about the common myths that may hold an entrepreneur back here.

Nichole Dicharry, is a Digital Marketing Assistant at IIR USA, Marketing and Finance Divisions, who works on various aspects of the industry including social media, marketing analysis and media. She can be reached at Ndicharry@iirusa.com 

Uncover What Your Shoppers Are Looking for in a Retail Experience at OmniShopper Intl

Last year, at The International Shopper Insights in Action
Event, Sainsbury’s Supermarkets keynote Kevin Barrett explored his take on the
future of the retail environment with, “What will People Want?”

At OmniShopper International 2015 we continue to explore the rapid shift in
shopper preferences, new technologies disrupting the route to market and POS,
new rules to identify insights and so much more. As the shopper and retail
evolution continues, so must the conversation.

OmniShopper International 2015
November 11 – 13, 2015
Paris, France
Download the brochure for more information:
Prepare yourself and your company for the Future of
Retail with all new expertly curated content, in-depth case studies, visionary
keynote speakers and new interactive experiences including: 
Keynote Spotlight:
Technology & People Are Key in Delivering True End-to-End Omnichannel
Simon Russell, Director of Retail Operations, John Lewis Partnership, shares
his vision on driving the business forward through the launch of new
technologies, new store formats and recruiting experts with innovation in mind.
Interactive Retail Store Tour:
Explore current store trends, discover the latest advancements in retail store
design and interact with insightful experts to uncover valuable insights – all
through the streets of Paris. Tour is limited to 20 people – act fast to secure
your spot!
Brand and Retail case studies shared by:
Carrefour, Coca-Cola, CSK Consumer Healthcare, Tesco, Warburtons Limited,
British American Tobacco, Philips and more!
Download the
conference programme for full session details and complete agenda: http://bit.ly/1LkPm0y

Join us 11-13 November to revolutionize your shopper strategy to win in the
emerging retail landscape. 

Save ??300 by Friday. Plus, save $100 off the current rate when you use code
Register here: http://bit.ly/1LkPm0y

All the best,
The OmniShopper International 2015 Team



Seth Godin and Dan Ariely Help Shape Future of Insights Industry

We all get into ruts where we’re just going through the
motions. But in times of great change- times like the insights industry is
experiencing right now- going through the motions isn’t enough. You need to
challenge the norm, embrace change, and see new opportunity.
Here’s who will rekindle your insights fire at The Market
Research Event this Fall
TMRE 2015
November 2-4,
Rosen Shingle
Visit our
website: http://bit.ly/1MtInRJ
Seth Godin, Best-Selling Author & Marketing
Why Seth? As an industry, we need to push
the envelope to make research a difference maker. Seth helps us ‘poke the box’
and think like true market disruptors.
Dan Ariely, Best-Selling Author, Predictably
Irrational, Professor of Behavioral Economics, Duke University
Why Dan? He shows how human irrationalities help unlock common behaviors and
choices that directly impact our research decisions.
Hilary Mason, CEO & Founder, Fast Forward
Labs, Data Scientist in Residence, Accel Partner, Former Chief Scientist,
Why Hilary? Hilary explains practical tools
and techniques you can consider when thinking about how to use your own data.
Jonah Berger, Professor of Marketing, The
Wharton School, University of Pennsylvania, Author, Contagious: Why Things
Catch On
Why Jonah? Whether you’re gathering
insights for a mature product or introducing the next big thing, you’ll gain
valuable insights to drive your business forward.
Maxwell Luthy, Co-Author, Trend-Driven
Innovation, Director of Trends & Insights, TrendWatching
Why Maxwell? Maxwell rallies the industry
to consider the implications of each trend and seize the opportunities they
represent for their business (because just tracking trend without acting on
them is useless)
Kumar Mehta, Ph.D., CEO, Blueocean Market
Reed Cundiff, General Manager, Microsoft
Why Kumar and Reed? They put forth a call
to action to the research industry to step up and become leaders in the new age
of data-driven decision making.
Jane Gould, Senior Vice President, Consumer
Insights Research, MTV
Bill Hoffman, Chief Analytics Officer, US Bank, Former SVP of Insights, Best
BV Pradeep, Global Vice President, Consumer and Market Insights – Market
Clusters, Unilever (Singapore)
Why this Panel? You have the opportunity to
submit your questions or big ideas you’d like to see the panel address.
Download the brochure for keynote session descriptions and
the complete TMRE 2015 agenda: http://bit.ly/1MtInRJ
Mention code TMRE15LI
for $100 off the current rate. Register today: http://bit.ly/1MtInRJ
Join us and connect with the best in insights from around
the world.
The TMRE Team

This Week In Market Research: 8/10/15 – 8/14/15

Here’s something you never thought you’d hear someone say: enrich your business knowledge by watching Netflix! Weird right? But according to an Entrepreneur article this week, there are 12 different Netflix documentaries that will help increase an individual’s business mindset. Among the 12 documentaries listed is the documentary ‘Joan Rivers: a Piece of Work.’ According to the article, this documentary adds to one’s business repertoire by showing how to adapt constantly while also staying relevant. Personally, having not seen the documentary, I wouldn’t assume a documentary about Joan Rivers would help business-minded individuals. However, the point being made about adapting and staying relevant, something which Rivers was very used to, is definitely something that a business must undergo to not only survive but thrive. Throughout the piece, you will comes across many other documentaries listed that don’t seem to have any sort of business-related value, but actually hold a lot of insightful business strategies when explored further.

Entrepreneurs work long hours and torture themselves trying to stay afloat and create a business from the ground up. So why do we still have people who want to be entrepreneurs you ask? According to a recent article on Entrepreneur, there are five different motivations that keep producing the world’s entrepreneurial mindset. These motivations include, Money, flexibility, control, teamwork, and legacy. The one motivation that stuck out to me was flexibility. Something that attracts the entrepreneurial mindset is wanting to work outside of the traditional work life and essentially be your own boss. The other motivator that I can definitely relate to is control. Everybody wants for be able to control their work life and how things get done around the business. Being an entrepreneur and starting a business enables one to make the majority of the calls within the organization. Interested in why these are the five listed? Read the full article on Entrepreneur’s site.
In a recent article on Fast Company, Elizabeth Segran explores what market research can tell us about targeting ‘mommy bloggers.’ ”whatever you choose to call them, female bloggers who write about raising their children are a powerful force on the Internet’ there are armies of them.’ Following the story of Susan Peterson, a woman who marketed home-made baby moccasins, Segran explains the beginnings of Peterson’s career and how she used ‘mommy bloggers’ to gain attention. ”Petersen would send off pairs of moccasins to bloggers in an effort to spread the word about her company, which she named Freshly Picked.’ However, many organizations use this sort of tactic to gain more internet attention. In the case of Ms. Peterson however, she was able to break through that noise due to the relatable nature of her story. The point to this story and the central thesis of the article is to think outside the box when marketing a product to your target audience and find unique ways to spread the word.

Is the world getting worse or are we improving? What do you think? Well, according to an article by Fast Company the world is getting better if you measure it by global poverty, health, and education. However, don’t get too comfortable because extremism, climate change, and inequality are growing. ‘On the positive side, it sees progress on poverty, school enrollment, mortality, water access, literacy, and hunger. On the negative, it finds that climate pollution, bio-capacity, income inequality, terrorism, and corruption are all worsening.’ So what does all of this research mean for the world and how the market will run? Learn more about the possible threats to the market and how this research may impact your business strategy by reading the full article.

Nichole Dicharry, is a Digital Marketing Assistant at IIR USA, Marketing and Finance Divisions, who works on various aspects of the industry including social media, marketing analysis and media. She can be reached at Ndicharry@iirusa.com 

Ethnography Alone Cannot Generate Transformative Insights

Consumer Anthropology offers such refreshing
insights into the marketplace, re-humanizing the relationship between people, things,
and stores in very profound and moving ways. This movement has also helped
stores to get their noses out of spreadsheet and theories and keep their eye on
the customer experience.

Whether in-store or online, this ethnographic
sensitivity has positively been leveraged to optimize the present experience or
redeem oversights and chokepoints of history. This type of insight begins by
taking an objective snapshot of the experience, detaching, and seeing how to
make them relatively immediately better.
All of these good things come from the business
discipline of consumer ethnography. These changes make customers happier and
help drive more sales per square foot (or per pixel); a win-win.
Yet, time and time again, we have seen clients who
tried to use a pure consumer ethnographic approach to their innovation programs
who fail. Why? What happened?
The purpose of innovation and the job of pure
ethnography are at odds. The purpose of innovation is to generate new value.
You accomplish this objective with foresight, creativity, and fresh thinking.
The job of ethnography is to give insights about the past or present.
Therefore, innovation aims for the future, and ethnography strives to stay
rooted into either the past or the present. Simply put, it is a different lens,
different ways of seeing.
This is why organizations that first try Design
Thinking often ends up with mediocre results in a program. They approach the
first two phase of the process (Empathy and Define) with an academically
rigorous approach to consumer behavior. This primary field data is potent, but
only half of the story.
The other half revolves around a mix of intention,
strategic prowess, ambition, business acumen, a growth instinct, and the
ability to trend cast into the future. The data from secondary sources,
indirect competitive trends, and exercises around new channels, new markets,
and brand elasticity fuel the conversation, insisting that it is well defined,
vigorously focused, and ultimately measurable.
This other half can be defined as the Project (or
Business) objective. Pure ethnographic work without this other half to temper
it lacks a forward thrust needed to truly innovate.
What is needed for a successful innovation program
is a mix, a vital intersection of ethnographic field insights with an
overarching commercial objective. This marriage of openness to the full context
of history and the present moment to delivering new ways to solve old problems
under a specific banner is the archway of profundity, a vast pipeline of possible
Pure ethnography alone will not get you to the point
of having a transformative business or organization or a wide-ranging portfolio
of value-generating concepts. On the flip side, having a business objective and
no deep context of the market also means having a limited sight of vision of
the opportunities. Together, at the intersection of human context and market
focus, exists the key that unlocks real growth.
Michael Graber is the
managing partner of the Southern Growth Studio, an innovation and strategic
growth firm based in Memphis, TN. Visit
www.southerngrowthstudio.com to learn more.

Report Reveals What’s Hot and What’s Not in Back-to-School Shopping Trends

By: Kazon Robinson

Like with all things sales come and go, bargains come and
go, and clearance prices come and go. Whether it is the craze-induced Black
Friday sales or Cyber Monday, all companies will agree that they want their
products to be bought.
However, that plan won’t always work and sometimes there
will be less consumers wanting to buy a company’s products that season.
Sometimes people won’t want to invest their money into those sales despite the
occasion. An example of that is scene in back to school shopping seasons.
In fact, a recent
from Retail Customer Experience tells of the change in consumers. The
report references the use of annual Deloitte’s and National Retail Federation’s
survey on school related spending. Some of the information from Deloitte
Compared to college students, shopping for K-12
is seen as less important. Plus college students are more likely to buy
throughout the school year.
Consumers are not as driven by discounts
Consumers are more likely to make purchasing
decisions prior to being at the store with digital services playing a stronger
Consumers are no longer driven solely by
Next up is the National Retail Federation which lists its
own pieces off information:
The average family with children grades K-12
will spend less. The number going from $669.28 to 630.36
The total amount of spending expects to reach
24.9 billion.
Due to the economy over 76.4 percent of families
with school-age children will change their spending.
Families will spend up to $117.56 on new shoes.
Deloitte summarizes one similar point which is about the
consumer’s changing patterns. Unlike the previous year where they had gotten
better results. Deloitte LLP Vice Chairman and Alison Paul state in a report, ‘Consumers
are sending a message to retailers that says the back-to-school shopping season
just isn’t that important anymore”
As for the National Retail Federation they also imply this
change in the consumer’s patterns. NRF President said in a release, ‘As seen
over the last 13 years, spending on ‘back-to-school’ has consistently
fluctuated based on children’s needs each year, and it’s unlikely most families
would need to restock and replenish apparel, electronics and supplies every
Sales come and go, but like with all things, so do customers
thoughts on what should be bought and what shouldn’t be bought. The digitalized
marketplace and the impact of the economy show how the customer is effected in
so many ways beyond the surface level. With that in mind corporations must
always be ready to innovate and seek ways such as free shipping or same-day
delivery to entice customers.

About the Author:
Kazon Robinson is currently a Marketing Intern at IIR USA and a high school student at
All Hallows. Kazon helps oversee and revise the data entry of spreadsheets with
information relating to investors, twitter handles, and conferences. He also
has experience interacting with other writers from participating in the AH
Writers and Authors Club. He has previously worked at Bronxworks Betances
Community Center as an Office Assistant where he provided professional service
and directions for callers. He can be reached atkrobinson@iirusa.com 

As Media Transforms, So Does TV

By: Kazon Robinson

Change, when considered, occurs all the time on a 24/7
basis. From simple things such as changing our socks or to complex concepts
such as a caterpillar’s metamorphosis into an amazing butterfly. Change is all
around us and it is most ingrained within the media.

Over the last several decades, media has changed
drastically. Whether it is TV’s introduction in the 60s or the revolution of
social media, the medium has changed profoundly throughout the world. So with
the change of the medium there is also a shift in the media presently. TV,
specifically throughout the 60s continuing to this day. That can be seen in the
way houses and back drops for houses were built differently but still held some
A quirky infographic
by Terry Fabrics tells of the family household transition beginning from the
1960s to the 2010s. From it we can gather information about the transformation
of media.
Thus we can see the transition of trends in design and
fabrics. For example, the most common piece of furniture in most of the infographics
is a sofa. Now of course the design is different for each of them but many
share this key component. A sofa is usually meant as a sign of comfort or
relaxation in their own home. It is often a welcoming sign for guests who are
allowed a seat. That is nearly never changing in the infographics. That
excludes shows such as: Dallas and The Brady Bunch. This implies a trend in
living room design and how depending on certain times and certain situations
the design of a living room was altered.
While all the living rooms differ in many ways with
some containing family portraits, while others containing plants. The one thing
kept similar is the feature of a coffee table. While some are very simplistic
such as Dallas in their color and
design choice, others are complex such as Friends
with its arts and portraits. However, despite their difference they are similar
in having a coffee table of some sort. That constant trend shows how while
media has changed vastly in a comparison of 60 years there are trends that
still go on to this day due to the impact of prior media.

In the end, media is no doubt changing constantly. Some
trends follow into another decade while others fade into memory. Whether a
trend does not fall into memory it goes to be a buzz, the idea of the trend was
not pulled from the void. In fact, it was inspired by countless other trends
that still persist to this day.

About the Author:
Kazon Robinson is currently a Marketing Intern at IIR USA and a high school student at
All Hallows. Kazon helps oversee and revise the data entry of spreadsheets with
information relating to investors, twitter handles, and conferences. He also
has experience interacting with other writers from participating in the AH
Writers and Authors Club. He has previously worked at Bronxworks Betances
Community Center as an Office Assistant where he provided professional service
and directions for callers. He can be reached atkrobinson@iirusa.com
Check out the infographic below:

Iconic TV Living Rooms by Terrys Fabrics.