Digital Learning Options for the Market Research Professional Who Can’t Leave the Office

Is a 3-day event out of your budget? Or are you too busy
this month to leave the office for a conference?
We understand and want to help you become better at your job right from your
office chair.
Here are 4 pieces of digital content to help you accelerate
in your career:
The OmniShopper Digital Package
For the first time, you can reap the benefit of the
visionary knowledge shared at OmniShopper from your own office. Don’t let
geographic and budget limitations stand in your way, take the necessary steps
to ensure your future relevance by commercializing vision by purchasing the
OmniShopper Digital Package.
Buy the video package here:
Webinar On New Ways CX Researchers Predict Customer
In this webinar on October 8th at 1:00 PM EST,
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.
Register for the webinar here:
Podcast Interview with Target Head of Mutlicultural
The Millennial consumer has four core needs and
expectations. Fail to meet every one and you risk losing him or her, according
to Michael Abata, multicultural marketing manager and consumer futurist at
Target. He shared some thoughts, tips and observations that researchers should
consider, notably around mobile.
Listen to or read the full interview here:
We hope these digital learning options give you the tools
you need for success!
Interested in more of this content in person? Attend TMRE 2015 November 2-4 in Orlando, Florida.
TMRE if the number one insights event that gives you access to the most
insights professionals in in one place at one time.
As a valued member of our blog community, you get an
exclusive $100 off when you use code TMRE15BL at registration.  For more
information about the conference or to register, click here:
The IIR Market Research Events Team


This Week In Market Research: 9/21/15 – 9/25/15

Imagine you go to work every morning wearing a badge that tracks your every movement conversation and interaction. Sounds like a futuristic scene right? According to an article posted on Fast Company this week, this was a reality for 20 employees at Fast Company for two weeks during April of this year. A new company by the name of Humanyze builds these devices, bearing a similar purpose to that of the Fitbit, and consults for different companies who would like to try the new system out. In April of 2015, Humanyze offering free badges and free analysis, Fast Company decided to try the experiment itself. ‘Our goal was to discover who actually speaks to whom, and what these patterns suggest about the flow of information, and thus power, through the office. Is the editor in chief really at the center of the magazine’s real-world social network, or was someone else the invisible bridge between its print and online operations’? As the article brings out some of the analysis, the better part of the first two weeks were almost spent in silence because employees felt awkward and uncomfortable having a device that recorded everything they said or did. The article also stated that after receiving analysis from the organization, the information is extremely private and cannot be demanded by the organization of Fast Company. In other words, the employees are not in any way forced to share what the device found with any personnel in the Fast Company business. The full article is quite interesting and definitely reveals how innovation and technology can add to market research whether it be outside of a company, or directly within the walls of an organization.

A new study explored in a Fast Company article this week, revealed that, although many hoped The Healthy Hunger-Free Kids Act of 2010 would be successful, more kids are eating less fruits and vegetable than before. Why you ask? According the article, ” kids toss their apples into the trash before they even take a place at a table.’ This new study, led by Sarah Amin, used cameras placed over cashier stations as well as over food disposal areas. Amin claims the beauty of this method lies in the fact that the researches can actually see what was selected, what was eaten, and what was wasted. Upon viewing the data, researchers concluded that the fruit and vegetables that children were obliged to take were almost instantly thrown out directly afterward. However, there’s still hope according to Amin and her researchers. ‘There are some neat tricks, like renaming “carrots” to “X-ray Vision Carrots, which almost doubles consumption, for instance.’ Amin also suggests serving vegetables cut up in the meal rather than serving them whole. Overall, however, it would appear that what we used to know about kids then still remains true: kids don’t like to do what they’re told to do. 
In an article released on Fast Company this week, psychologist Art Markman helps a reader determine whether his communication habits are hindering his future career. The individual who writes in, describes a pattern of only wanting to communicate through email and text while avoiding speaking over the phone. Markman first starts his response by stating, ‘Human communication evolved in an environment in which small numbers of people communicated face-to-face in real time.’ He goes on to say that the sooner and closer we get to a situation much like a face-to face conversation, the more effectively we will communicate with others. Speaking on certain factors that go missing when you just communicate through written text, Markman highlights that, ‘When people can hear your voice, they hear more interpersonal warmth than when you just write to them’tone of voice helps people to find the emotional intent in what you say.’ The final part of the article is where Markham explains how you can incorporate verbal communication back into your day. The article is a well written piece that uniquely sheds light on an important research area. 
It’s the job everyone in the corporate world envies: being a freelancer and working, essentially, or yourself. The job itself comes with many obvious perks such as, setting your own price, managing your hours, working from the comfort of home, and of course being your own boss. However, in an article released this week on Fast Company, being a freelancer also has its down sides. Yes you get to work from home and be your own boss, but that also means you don’t get human contact and or coworkers to converse with during your day. ‘When the house is quiet and everyone is gone for the day, it’s just you and the humming of your laptop’day in, day out. You may go through an entire day without speaking, and often go for several days without having any face-to-face interactions with anyone.’ The article then goes on to explain why adding in social contact for individuals who are freelancers is necessary and actually helps boost creativity and even work productivity in some cases. It is definitely a relatable issue for most people, so good on Fast Company for recognizing this issue and bringing it to the surface. 

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

The World of Changing Fan Behavior at ESPN

ESPN Research & Analytics spent more than two years
researching how to tailor SportsCenter
for its legions of devotees in a world of changing fan behavior. The project
was among the most extensive and expensive we’ve undertaken but also one of our
most impactful. In June 2014, ESPN opened a brand new SportsCenter studio as
well as implemented all kinds of new content and innovative features within the

At TMRE last year, Barry
Blyn, VP Consumer Insights, at ESPN, Inc., told us about the strategy for this
‘We work for an entertainment company. Everything we see and
do seems to involve some form of entertainment,’ he explained. ‘When we sit
down with our clients, we can’t sit down with white paper and black lines. We
need to do creative stuff in our deliverables, and we also need to do creative
stuff in order for them to want to come to the research.’
According to Blyn, the researchers who get you into trouble are
the ones that ones that pound their finger into your chest and say ‘No, the
data says this, so this what you need to do.’ That’s not the way the relationship
should work, he said.

Watch the full video
interview below:

Insights without impact are worthless. TMRE is the most
trusted, supported insights event in the world and delivers more proven value
than any other of its kind. Beyond “how to,” TMRE is always focused
on the business value of insights – the meat that really matters.

TMRE has grown to be the most comprehensive insights conference in the world.
Focused on the business value of insights, we unite leaders across market
research, consumer insights, strategy, innovation, marketing, analytics,
shopper insights, media research, UX, customer experience, business
intelligence, competitive intelligence and more. We Connect The Best In
Insights From Around The World!

We invite you to join us this year! TMRE
2015 is taking place November 4-6 in Orlando, FL. Use code TMRE15BL and get
$100 off the current rate:

Continue Learning This Fall with IIR’s Portfolio of Research & Insights Conferences

It’s hard to believe that today is the last day of summer,
and tomorrow fall begins!

As the kids head back to the classroom, now’s the time to think about
continuing your learning as well. The producers of TMRE: The Market Research
Event have a full line-up of research and insights events dedicated to your
professional and personal development.

Take a look at what the Fall has to offer:

Foresight & Trends

@future_trends, #FT15
Activate Trends. Find, Sell & Create the Future
September 29 ‘ October 1, 2015
Los Angeles, CA
Download the brochure:
Register today & save an additional $100 with code FT15LI:

The Market Research Event

November 2-4, 2015
Orlando, FL
Download the brochure:
Register today & save an additional $100 with code TMRE15LI:

The 5th Annual International Shopper Insights in Action: OmniShopper 2015

@OmniShopper, #OmniParis
Revolutionize Your Shopper Strategy to Win in the Emerging Retail Landscape
11-13 November 2015
Paris, France
Download the brochure:
Register today & save an additional $100 with code OMNIPARIS15LI:

OmniShopper 2015 Digital Event Package
Activating Insights & Marketing Strategies at Retail
Access to presentations & 2015 executive summary
Buy video package:

Plus, Save the Date!
The Media Insights & Engagement Conference

The Year of Multi: Cultural, Generational, Platform
February 1-3, 2016
Fort Lauderdale, FL
Subscribe to receive program updates:

We hope to see you at one of our research and insights events this fall!

All the best,

The IIR Research & Insights Team

This Week In Market Research: 9/14/15 – 9/18/15

This week Fast Company wrote an article titled, ‘How to (Gently) Crush Your Client’s Dreams.’ Interesting title right? The basis of this article centers on the scenario of a client having unrealistic goals and having to bring them to reality without losing them as a client. As Jennon Bell Hoffmann, a Chicago-based freelance writer and marketing consultant, explains, there are often times when a client’s dream or goals are too unrealistic or far-reaching. In describing a case where a client wanted to be on the Today show, Hoffman says ” They were under the impression that getting something big like the Today show happens automatically if you get a marketing person.’” Obviously this is not the case in most cases, so how do you get your client to realize the lofty nature of a request like being on the Today show? According to this piece on Fast Company, one needs to first explain exactly what it is they do, and make sure the client understands their product entirely. From there, you can attempt to reshape the client’s expectations by allowing them to see goals in a different light. The full article is very insightful and shares some deep aspects of working with clients.
It’s the dilemma that all women undergo when they are expecting a child while also holding down a full time job; how can I move up if I go on maternity leave? Well, according to Ann Cairns of MasterCard, this doesn’t have to be the case. This week Fast Company sat down with MasterCard’s president of international markets, Ann Cairns to hear about her story and encouragement to other young women about how to be a professional and mom at the same time. Cairns’ story begins when she was 37 working as the head of sales for Citibank. At this same time, Cairns found out she was pregnant and worried about a future of being on the road five days out of the week with a newborn back at the house. Luckily for Cairns, she was in for a surprise when, 12 weeks into her maternity leave, her boss offered her a promotion of considerable gain. Cairn explains that before worrying about maternity leave and one’s career after, you should put things into perspective. ‘In the context of what will amount to a 40-year career, those three and a half months are close to nothing.’ She also discusses how having a supportive boss makes all the difference as you go through the whole process. Learn more about Cairn’s advice to all young women on how to progress professionally with children at Fast Company’s website.
If you have a passion, you can change the world. These are similar words to those spoken by Steve Jobs in 1997 after he returned to Apple as it was on the verge of bankruptcy. ‘Apple is not about making boxes for people to get their jobs done, although we do that well. Apple is about something more. Its core value is that we believe that people with passion can change the world for the better.’ An article released by Entrepreneur this week discusses how passion can drive business and markets. Halfway through the article the author states that most successful business individuals are passionate, ‘but not necessarily about the product’ itself. The author then brings up the example of Steve Jobs and how he wasn’t necessarily passionate about computer hardware but rather, passionate about creating the tools that would aid people in being more creative. Starbucks CEO Howard Schultz was interviewed for this article as well and claims, ”Coffee is the product, but it’s not the business we’re in.” In other words, the passion is for the concept of what Starbucks can be for people. Passion, therefore, acts as the driver of force in business and markets.
This week, Entrepreneur released an article detailing three simple ways a person or business can get more shares and likes on Facebook. It’s evident from social media, especially Facebook, that likes and shares drive ‘virality’ and boost the search engine optimization of any entity. One of the strongest ways to achieve this, according to the article, is to make sure you aim your content strategy toward being accessible through mobile devices. ‘More than 70 percent of Facebook traffic comes through mobile devices, which means you must optimize content for mobile in every possible way.’ The second way discussed in the article is to only boost posts that receive earl engagement. In other words, your audience will be more likely to engage if they notice that other people they may or may not know have already liked/commented or shared. Lastly, the author states that in order to gather more Facebook likes and shares, one should ask the fundamental question of whether or not the post will pass the ‘share test.’ In this way, the author is simply trying the get you to think about whether or not the post has color, intrigue, surprise, or could strike the reader as different. Whatever it is that will get the reader to reverse the scrolling motion and take a second look is, in the end, what will give you more viewership and more visibility.
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

Breaking News – TMRE 2015 Reaches 70% Client-Side Attendance!

For the past 13 years, The
Market Research Event
has been the insights industry’s annual meeting
place, known for it’s ability to connect you with the very best in insights
from around the world.

The TMRE 2015 event has just reached 70% client side participants- the highest
client-side participation of any large-scale market/research insights event. So
what does that mean for you?

It makes the networking, story sharing and connections THAT much more valuable
both onsite and after the event. Making connections matters. Bottom line:
you’re not just meeting people… you’re meeting the RIGHT people to move your
business forward. Learn more here:

Here are all the companies
who will be in attendance:
AARP Services Inc
AcuPOLL Precision Research Inc
Added Value
Alcoa Inc
American Greetings
Amway Corporation
Analytics Quotient
Angelfish Ltd
Angie’s List
Applied Marketing Science
Bayer Health Care
BBC Worldwide
Bedford Industries/ElastiTag
Behr Process Corp
Bel Brands Usa
Bellomy Research
Beta Research
Black Bamboo
Blue Cross Blue Shield of Michigan
Blueocean Market Intelligence
BMO Financial Group
Boehringer Ingleheim
Borderless Access
Bounce Exchange
Brunswick Group
Buffalo Wild Wings
Burke Inc
C Space
C&C Market Research
C+R Market Research
Campbell Soup Company
Carhartt Inc
Centrac – a Division of Veris Consulting
Chadwick Martin Bailey
Charles Schwab Corp
Cint USA Inc
Clear Seas Research
Client Insight Inc
Comcast Spotlight
Constellation Brands Inc
Consumer & Customer Insight LLC
CraginCube Consulting LLC
Critical Mix
Cross Marketing Group Inc
Cuna Mutual
Custom Intercept Solutions
Daimler Trucks North America
Darden Restaurants
Dawn Food Products
Decision Analyst Inc
Del Taco Inc
Diageo North America Inc
Directions Research Inc
Discovery Research Group
Dr Pepper Snapple Group
DTE Energy
Duke University
Edward Jones
Eli Broad College of Business, MSU
Eli Lilly & Company
EMI Research Group
Environmental Defense Fund
Erickson Living
ETeam Executive Search
Evaluative Criteria Inc
ExecuteNow LLC
Federated Sample LLC
Fidelity Investments
First Insight
First Quality Consumer Products
FocusVision Worldwide
Forbes Consulting
Foremost Insurance
Fresh Intelligence
Fusion Hill
Gap Inc
General Motors
Genworth Financial
Gillian Kenny Associates Ltd
Global Market Research Group
GMO Research
GOJO Industries
Google Inc
Grendene SA
Gulfstream Aerospace Corporation
Hallmark Cards Inc
Hamilton Beach Brands Inc
Hasbro Inc
HBO Latin America
Heart+Mind Strategies LLC
Hewlett Packard Enterprise
HMC Advertising
Honda R & D Americas Inc
Hulu LLC
Hypothesis Group
Hyundai Motor America
Imagitas a Pitney Bowes Company
IMAX Corporation
In Vivo BVA
In4mation Insights
Ingather Research
Ingredion Inc
Insight Evolution LLC
Intouch Holdings PLC
Ionis Education Group
Jester & Genius LLC
JM Smucker
Johnson & Johnson
Johnson & Johnson Vision Care Inc
JP Morgan Chase
K12 Inc
Kellogg Company
Kimberly Clark
Kohler Company
Kraft Foods
L & E Research
Land O Lakes Inc
Lands End
Levi Strauss
Liberty Mutual Insurance Group
Lightspeed GMI
Lincoln Financial Group
Lionbridge Technologies Inc
Lowes Companies Inc
Lundbeck Canada
Luth Research LLC
Lynx Research Consulting
M/A/R/C Research
Mark Travel Corporation
Market Probe International
Marketing Systems Group
Marketry Inc
MarketVision Research
Marriott International
Mars Drinks
Mavens of London
McKee Foods Corporation
Meredith Corporation
Millward Brown
Morpace Inc
Motivequest LLC
Motorola Solutions Inc
MSW/ARS Research
MTD Products Inc
MTV Networks
Mullen Lowe Group
Murphy Research
Mutual of Omaha
National Rural Electric Cooperative
National Sporting Goods Association
Navy Federal Credit Union
NCM Media Networks
Nestle Purina
Netflix Inc
NextON Services
Novo Nordisk Inc
Now What
O’Connell Group
OFD Foods
Opinions, Ltd
Optimization Group
Optimum Solutions Corporation
ORC International
Over the Shoulder
Paradigm Sample
Passenger Inc
Paychex Inc
Pert Group
Pfizer Consumer Healthcare
Phoenix Marketing
Pitney Bowes Imagitas
Poplar Partners
Porsche Cars North America
Precor Inc
PT Kadence International
Publix Super Markets Inc
Pulte Group
Pure Fishing Corporation
Quest Mindshare
Radius Global Market Research
Research & Marketing Strategies
Research House
Research Now
Research Panel Asia
Research Results Inc
Researchscape International
Rich Products Corporation
RJ Reynolds Tobacco Company
Sacoda Serve International
Sands China Limited
Saputo Dairy Foods USA LLC
SC Johnson & Son Inc
Schlesinger Associates
Schmidt Market Research
Scotia Bank
Scripps Networks
Sealed Air Corp
Sentient Decision Science
Sheetz Inc
Society of Actuaries
Socratic Technologies
Southern Company Services
Sparks Grove
Standard Life
Steinway & Sons
Store Financial
Strategic Research Partners
Subaru of America Inc
Summit Holdings
Sun Life Assurance Company of Canada
Sun Products Corporation
Survey Sampling International
Survey Sampling International (SSI)
Survey Technology & Research Center
Survox | CFMC
T Rowe Price
Taco Bell
Takasago International Corp
Takeda Pharmaceuticals USA Inc
Tango Card
Tec Laboratories Inc
Temple University
Teva Pharmaceuticals
Texas Instruments
TGI Fridays
The Center for Strategy Research
The Clorox Company
The Garage Group
The Institute of Internal Auditors
The Mix
The Olinger Group
The Research Boutique
The Wonderful Company
Thoroughbred Research
TiVo Inc
Tobii Pro
TracFone Wireless Inc
Travelers Insurance
Triad Retail Media
Ugam Solutions
Under Armour
Union Panels
Universal Music Group
Universal Orlando
University of Georgia MRII
US Cellular
VF Jeanswear
Virtual Incentives
Vision Insights Group
Vital Findings
Voya Financial
Warner Brothers
Weber Stephen Products Company
Wendy’s International Inc
Western Union
WestRock Company
Wilson Jill Associates Inc
World Kitchen LLC
XTRAC Solutions
Zeldis Research
Don’t get left behind as together, we shape the future of
the insights industry.

Check out the agenda here for more information:

You get exclusive $100 off when you use code TMRE15BL to
We hope to see you in Orlando this fall!
The TMRE Team

Four Need-to-Knows About the Millennial Mindset from Target

Podcast delves into research
shifts, loyalty, mobile and more at the bullseye brand!

By Marc Dresner, Senior Editor,

The Millennial consumer has four
core needs/expectations. Fail to meet every one and you risk losing him/her.
That’s according to Michael Abata,
multicultural marketing manager and consumer futurist at Target Corp.

Michael Abata
is defined much differently by consumers today.’
‘Loyalty is defined much differently by consumers today,’ Abata told the Research Insighter.
‘They might be loyal to you for a few months,
but then something better might come along that appeals to one of those four core
needs and they could quickly move on,’ he added.
Abata also shared some thoughts, tips and
observations that researchers should consider, notably around mobile…
often feel like the client isn’t holding research companies accountable to
ensure that whatever we’re putting out is actually mobile-friendly.’
‘I often feel like the client isn’t holding research
companies accountable to ensure that whatever we’re putting out’especially in
quantitative research’is actually mobile-friendly and that it looks good and
works well on a mobile phone,’ he remarked.
In this wide-ranging interview for the
Research Insighter podcast series, Abata takes us inside research at the bullseye
brand, covering:
‘ Four need-to-knows
about the Millennial mindset

‘ Why ‘friendship
groups’ trump focus groups

‘ Target’s shift
from proprietary communities to commercial platforms

‘ New rules for
engaging Millennial respondents in research…and much more!
Listen to the
podcast here!

Download the
transcript here!

Editor’s note: Michael Abata
will be speaking at TMRE 2015′The Market Research Event‘now in its 13th
year as the largest, most comprehensive research conference in the world taking
place November 2-4 in Orlando.
For information or to register, please visit

SAVE $100 when you register with code TMRE15BL!)

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 Follow him @mdrezz.

10 Ways to Drive Survey Engagement

By Melissa Moxley,
Lightspeed GMI

According to a spring 2015 study from Microsoft, the average human
attention span has fallen below that of goldfish — and you can blame it on the
gadgets we use to watch YouTube videos and play “Crossy Road.” The researchers clocked the
average human attention span at just 8 seconds in 2013, falling 4 seconds from
the 12-second average in 2000, and putting humans just 1 second below goldfish.
We made the transition from CATI to online, but now we need
to make the transition from online to mobile. But, how do we keep survey
respondents engaged in a way that captures their attention? Can we carry them
past that eight second threshold?
From a questionnaire design perspective, we need to balance the
marketing research hat with the respondent hat. Yes, we need to ensure our
paired comparison questions are all implemented for proper analysis, but let’s
grab the attention of our respondents with some color and images, bringing life
to our questions. Let’s be their distraction.  
Regardless of whether or not respondents are on-the-go or
planted in their office or home, distractions are all around them. Have you
tried to take a survey while emails are accumulating in your inbox? Your
messenger pings are flashing and your boss is seconds away from walking in for
your 2:00p.m. meeting? How about taking a survey while cooking dinner, briefing
your husband on the day and pacifying the toddler pulling at your leg? While
these are exaggerated situations, reality isn’t too far off. Respondents
nowadays are taking surveys from anywhere and at any time. We need to capture
their attention and retain it.
Be the Distraction

So how do we do it? While we can’t sit next to every
respondent as they enter in their answers, we can take measures to prevent them
from closing their browser and moving on. Your survey should serve as the
distraction; your respondent shouldn’t be distraction from your survey.
Below are the 10 ways to design an appealing survey. Remember,
you only have eight seconds to engage.
1.     Scrolling
= Work = Dropouts
??  No one
wants to work to read an attribute list or find the ‘next’ button in order to
progress. The key here is ease, try
to limit your response lists to 15 points and minimize scrolling as best as you
2.     Be
Concise: The Shorter, The Better
??  I like
to promote the Twitter mentality: 140 characters, short and concise and easy to
3.     Avoid
Repetition: Didn’t I Already Answer That?
??  Nothing
is worse than being mid-survey and thinking just that. Don’t ask respondents to
rank their top three brands and then turn around and rank their top six. 
4.     Spacing:
Feng Shui Your Survey
??  The
spacing between the question text, response lists and images needs to be optimized
and balanced within the screen so that there is balance and symmetry.
5.     Sizing:
Bigger Isn’t Always Better
??  This
applies to font size throughout the survey (consistency is key) as well as
image sizing. There needs to be a middle ground between squinting in order to
read the question and scrolling in order to see the entire ad or concept being
6.     Consider
Compatibility: Are respondents going to be taking the survey on a PC? Tablet?
Mobile? All of the above?
??  Test
surveys on all potential devices and don’t allow mobile or tablet usage if the
survey isn’t compatible; it’s not worth jeopardizing the data or the
respondents experience
7.     Question
Types: the right question yields the right answers
??  If you
are asking respondents to ‘select all that apply’ ensure they can do so. In
turn, respondents should be able to visually tell which options they’ve
selected, getting rewarded for their answers
8.     Get
Active! Designing ‘active’ questions = engaged respondents
??  It’s
not just for physical health anymore. Mentally, respondents want something to
do when giving their opinion, they like dragging logos in order to rank them or
sliding the scale to the number ’10′ because they really do ‘strongly agree’
with that statement.
9.     Find
your inner artist: Colors, visuals and design elements go a long way.
??  Using
these features effectively in a survey locks the respondents’ attention and
keeps it from click to click.
10.  Survey
Experience: Taking the time to remove your researcher hat and put on your
respondent hat helps ensure the experience is an enjoyable one
??  Once
you’re positive you’ve got the survey of your dreams in place, take a step back
and look at it from a high level. Are the colors consistent from page to page? Was
that Arial font on question 10 when the rest of the survey was in Times Roman?
When the instructions say ‘roll over image to zoom,’ is it really working?
Still with me? If you’re at the end of this list, you’ve
made it past the eight second mark and are clearly engaged!
About the Author:  Melissa Moxley serves as Lightspeed GMI’s
Global Product Marketing Manager. As a key member of the Global Marketing and
Business Strategy Team, Melissa drives the adaption and implementation of
QuestionArts, Lightspeed GMI’s survey programming and design. As an escalation
point for regional teams, Melissa strategizes on commercial and marketing based
engagements and ensures global compliance.

Top 10 People Impacting Market Research Right Now

This year’s TMRE speakers making a huge impact on the state
of market research. With the right mix of inspiration, instigation, and
application, these industry leaders, movers, and shakers will bring you
unforgettable presentations this Fall.
 Here are the top 10 people impacting market research who
also happen to be speaking at TMRE:
Dan Ariely, Best-Selling Author of ‘Predictably
Irrational’, Behavioral Economist, and Professor at Duke University: Dan will
be presenting ‘Why We are Predictably Irrational.’
Seth Godin, Best-Selling Author and Disruptive
Marketing Guru: Seth will be presenting ‘Invisible or Remarkable’?
Hilary Mason, Founder and CEO, Fast Forward Labs
and Data Scientist in Residence, Accel Partners: Hilary will be presenting ‘How
Big Data is Changing the Way we Work, Live, and Dream.’
Jonah Berger, Best-Selling Author, Contagious:
Why Things Catch On: Jonah will be presenting ‘Contagious: How to Make
Products, Ideas, and Behaviors Catch On.’
Duane Varan: Chief Research Officer, ESPN Lab:
Duane will be presenting ‘Cultivating Ad Receptivity ‘ Strategies for
Countering Ad Avoidance.’
Caspar Barry, Risk Taking & Decision Making
Expert and Professional Poker Player: Caspar will be presenting ‘Risk Taking
and Decisions Making in Poker, Business, and Life.’
Kumar Mehta, Ph.D., CEO of Blueocean Market
Intelligence: Kumar will be presenting ‘Generating Insights in a
Hyper-Connected and Data-Driven World.’
Maxwell Luthy, co-author of ‘Trend-Driven Innovation’
and Director of Trends & Insights at Trendwatching: Maxwell will be
presenting ‘Thrive in the Expectation Economy: The Most Exciting and Urgent
Trends for 2016 and Beyond.’
Bill Hoffman, Chief Analytics Officer, US BANK,
Former SVP of Insights at Best Buy: Bill will be presenting ‘Shaping the
Future: A Moment of Truth for the Insights/MR Industry.’
David Krajicek, CEO,
Consumer Experiences Na at GfK: David will
be presenting ‘The Future of Insights.’
Don’t miss this amazing lineup and more at TMRE 2015
November 2-4 at Rosen Shingle Creek in Orlando, Florida. Learn more about the
event here:
You get exclusive $100 off when you use code TMRE15LI to
We hope to see you in Orlando!
The TMRE Team

Making the Perfect Research Burrito

I’m still relatively new to the market research industry compared to most of the people I meet at conferences who’ve been doing this for 25yrs+. I may be at a disadvantage in overall knowledge and experience; however, I do bring a fresh set of eyes to the table. One thing I like to do at conferences is walk around and hear the ‘elevator pitch’ from each vendor. Conversation after conversation, booth after booth, I’ve started to see a pattern. In my mind (a market research ‘newbie’) everyone seems to be selling the same thing ‘ just repackaged and rearranged. Then one day around lunchtime at a conference it hit me”Market Research is like Mexican food.’ What? Yes, think about it. Mexican food is usually just the same ingredients (rice, beans, cheese, etc.) – just rearranged and called different names (burrito, taco, etc.).

I’ve spent some time thinking through this analogy as it relates to my own job ‘ marketing a market research company. ‘How can we be different’? 

This morning I was reminded of a TED talk by Malcolm Gladwell back in 2006 titled Choice, Happiness, and Spaghetti Sauce. Gladwell’s presentation was about a breakthrough understanding about the nature of choice and happiness developed by Dr. Howard Moskowitz. Dr. Moskowitz is best known for his work with Prego spaghetti sauce. Pepsi originally hired Dr. Moskowitz to discover the ‘perfect’ Pepsi but Howard found that it was much more valuable to identify the perfect Pepsis (plural). In other words, Dr. Moskowitz understood that it was better to create products that model the unique tastes and preferences of different segments. Ultimately, this is where Prego’s Extra Chunky and their entire line of spaghetti sauce comes from. Gladwell’s ultimate point about Dr. Moskowitz’s revelation was that the key to making consumers extremely happy was to embrace their diversity. Gladwell said it best in his analogy of coffee:

‘If I were to ask all of you to try and come up with a brand of coffee — a type of coffee, a brew — that made all of you happy, and then I asked you to rate that coffee, the average score in this room for coffee would be about 60 on a scale of 0 to 100. If, however, you allowed me to break you into coffee clusters, maybe three or four coffee clusters, and I could make coffee just for each of those individual clusters, your scores would go from 60 to 75 or 78. The difference between coffee at 60 and coffee at 78 is a difference between coffee that makes you wince, and coffee that makes you deliriously happy.’

So as I sat drinking my coffee this morning I thought about my analogy of market research as Mexican food and about Dr. Moskowitz’s revelation on making customers truly happy. To put this in Mexican food terms, I think as market researchers, we need to strive to provide customers with the perfect burritos, the perfect tacos, etc. Too often we generalize our capabilities and they all mush together. Instead we need to focus on marketing our capabilities in ways that help solve specific problem segments. Don’t sell them Conjoint Analysis; sell them a structure for optimizing product features and benefits. Focus and segment the solutions (capabilities) by the problems that people have. 

To paraphrase Malcolm Gladwell, ‘This is the difference between Mexican food that makes you wince, and Mexican food that makes you deliriously happy.’ 


Here is the full presentation from Malcolm Gladwell.

Isaiah Adams is the Manager of Social Media Development at Optimization Group, a marketing research and analytics firm that uses cutting edge technology to help clients make fact-based decisions. Follow Optimization Group on Twitter @optimizationgrp

Image credit: yeko / 123RF Stock Photo