4 Tips for Mobile Market Research

By: Sarah Canning,
Product Manager, Global, Lightspeed GMI

Mobile phones provide an ideal method to collect and
understand consumer behavior. Given their ability to capture real time
responses, there are endless opportunities with mobile market research that we
can utilize or further develop. As researchers, to capture authentic and honest
input, we must implement best practices. Marketing researchers need to think
mobile and consumer, first.
From social media apps to text messaging, the average
American spends one hour and 49 minutes in-app on their smartphone daily. What
does this mean for marketing researchers? It means mobile devices play an
increasingly important role in our research. We should consider not only the
frequency consumers are using their mobile device, but who we’re trying to
reach as well. Those difficult 18-24 year-old males you’re looking for to top
off your project? There is a good chance you’ll find them on their phone faster
than on a laptop. Now, put yourself in a respondent’s shoes. If there aren’t
enough surveys for you to take, or the surveys you receive are challenging to
view, will you stay active on the panel? Engaged? If researchers aren’t putting
out enough surveys for the demographics more likely to use a mobile device over
a computer, we could see capacity decrease over time. Because of these points
and many others, we need to put more focus on utilizing mobile devices to reach
our target audiences and create surveys that are enjoyable to take on those
devices.
   
Here are four best
practices to apply:

1.      
Design
for Mobile First:
 While both PC and mobile can produce informative
results, mobile provides real-time, in-the-moment data. Eighty-seven percent of
U.S. smartphone users under 34 are never without their phones. What does this
mean for marketing researchers? Build with the smallest mobile device in mind, then adapt for
desktop.
2.      
Limit
Length of Interview:
 Quality
results are impacted by the length of your survey
. The use of mobile
phones, globally, has expedited everything we do in the 21st century; including
the amount of time to complete a survey on smartphones. While aesthetics are a
huge part of delivery, make your surveys short and to the point. Surveys that
are as short as possible, never exceeding 15 minutes, will yield a more
attentive audience.
3.      
Build a
Trusting Relationship:
Panelists are people and they now understand the
value of their personal data, their opinions, and their time. Assure your
respondents that their personal information will not be shared.Consent is
essential
; however, this is an obstacle for many marketing research
companies. Capture data that is insightful, not invasive.

4.      
Gamify
Your Research:
 Gamifying research can result in dramatically higher
levels of engagement amongst panelists (3x higher) and should be incorporated
more frequently in survey design. Marketing researchers don’t need an overhaul
of their research solutions; they can simply form the questions in a more
engaging way. There are now many avenues to pursue when marketing to the modern
world and many distractions to overcome. Be
the distraction
 by gamifying your research.

Customer Sentiment Drives Differentiation

By: Rick Kieser, Ascribe 
Customer Sentiment is more than just a feeling ‘ it is a
critical mile marker on the road to brand differentiation. In my last blog, I
discussed the opportunity to compete based on customer experience ‘ what that
means, and how tricky it can be.  The follow up question: HOW do you
harness CX insights to deliver a truly differentiated experience?
I also outlined three things you must do in order to truly
compete on the basis of differentiated customer experience. Let’s dig in a
little further to understand how you can use customer sentiment and insight
from open-ended and other survey data to accomplish your goal.
1) Identify what
makes (or could make) you special in the eyes of customers

When you ask customers about their experience, there are
likely a few words they use more than others. In fitness centers, for example,
‘locker rooms’ is a phrase mentioned over and over again.  Chances are
this is an opportunity for differentiation. To determine whether or not you’re
there yet, take a look at what your best customers ‘ your biggest fans ‘ say
about your most important words. Are THESE customers satisfied with THIS part
of the experience? Customer sentiment can reveal a wealth of directional cues
about where you are and where you can and should be.
2) Understand the
underlying drivers of the customer experience

It’s one thing to identify a key component of your
customers’ experience; it’s a whole other challenge to understand what factors
drive how they feel about it. To stick with the ‘locker room’ example, we might
guess that clean towels, friendly attendants or special amenities could
contribute.  But how do we know what tips the scale between poor, average
and exceptional? The point is, until you uncover those insights, you will only
be guessing at what to invest in, tweak, reinforce or promote.
3) Deliver
consistently, and monitor customer sentiment relative to your differentiator

Once you know what customers care about most and how to make
sure YOU deliver it uniquely or better than anyone else, ongoing analysis can
tell you if you are succeeding, if customer sentiment or experience is
changing, and how consistently you are executing across your organization. All
it can take to degrade your competitive advantage is one kink in the system,
and watching variations among subsets of customers can help you stay ahead.

WholeFood’s CEO Discusses Leadership and Insights at TMRE: The Market Research Event

TMRE is the only event
that brings you face to face with the brightest minds in business on the
keynote stage. These gurus and best-selling authors have tailored their content
specifically for the TMRE audience to leverage their insights for immediate
impact.
The TMRE Keynote Stage..where Ingenuity is your ally, and
Routine your enemy:
??        
Stephen
Dubner, Best-Selling Author, Freakonomics and SuperFreakonomics
key takeaway: Inspire change in both your organization and your customers’
minds by understanding the power of incentives.
??        
John
Mackey, Co-Founder & Co-CEO, Whole Foods Market, Best-Selling Author,
Conscious Capitalism: Liberating the Heroic Spirit of Business

key takeaway: Grow and evolve your leadership skills with help from John
Mackey, to push employee growth and engagement, ultimately leading to growth of
the company itself.
??        
Alec
Ross, NYT Best-Selling Author, The Industries of the Future, Former Senior
Advisor for Technology & Innovation at the State Department
key takeaway: Gain a better understanding of the next wave of innovations
that are going to disrupt markets and workplaces around the world, for better
and for worse.
??        
David S.
Duncan, Co-Author, Competing Against Luck: The Story of Innovation and Customer
Choice
key takeaway: Hear how the ‘theory of jobs to be done’ can be used to shape
innovations that have a greater chance of success and how the approach can be
institutionalized in your organization to create enduring competitive
advantage.
??        
Zain Raj,
President & CEO, Shapiro+Raj, Amazon Best-Selling Author, Marketing for
Tomorrow, Not Yesterday and BrandRituals: How Successful Brands Bond with
Customers for Life
key takeaway: View the future of market research and see how next
generation methodologies are crafting tomorrow’s marketers and meeting the
demands of today’s consumer trust, respect and loyalty requirements.
??        
Francis
Glebas, Author, The Animators Eye and Directing the Story, Director, Storyboard
and Visual Development Artist, Disney, Dreamworks Animation
key takeaway: Explore storytelling and visual presentation techniques from
the storyboard artist for Fantasia and Pocahontas to help insights executives
better sell our research into the organization
??        
David
Eagleman, Neuroscientist, NYT Best-Selling Author, Incognito: The Secret Lives
of the Brain, Host of PBS’ The Brain with David Eagleman

key takeaway: Hear new data to show how people use the same brain circuitry to
relate to brands as they do to one another, suggesting strong motivation for
companies to work on reputation, loyalty and trust ‘ subconscious issues which
powerfully navigate customer decisions, but are missed by traditional methods
of market research.
??        
Thalma
Lobel, Author, Sensation: The New Science of Physical Intelligence,
Internationally Recognized Psychologist, Professor at the School of
Psychological Science, Tel Aviv University, Visiting Professor, Harvard
key takeaway: Gain insights on how the strong influence of the physical
sensations have direct implications to products and package design, to user
interface as well as to business and personal interactions with family and
friends.
??        
Soon Yu,
Global Vice President of Innovation, VF Corporation
key takeaway: Uncover the ‘T shaped’ leadership model that goes beyond just
developing inspired ideas to the organizational influencing skills required to
execute them.
??        
Zoe
Chance, Author, Better Influence, Assistant Professor of Marketing, Yale School
of Management

key takeaway: Learn the six keys of influence (Moments of Truth, Social Proof,
Consistency, Anchoring, Reciprocity & Scarcity), why they work and how to
recognize them.
Plus, check out the VIP package upgrade to join these
experts for private lunches, breakfasts, Q&A sessions, and workshops!
ONLY TMRE can give
you that level of access. Download the complete TMRE agenda: http://bit.ly/2aaZk3S
Use code TMRE16LI for
an additional $100 off. Buy your tickets: http://bit.ly/2aaZk3S
Cheers,
The TMRE Team
@TMRE
#TMREvent

Data Mining Power Tools

This post was
originally published on Ascribe’s
blog
.

Like any other form of mining, data mining can be hard,
dirty work if you don’t have the right tools.
Many customer experience professionals resort to hours of
reading or excel manipulation to extract what they can out of their customers’
open-ended feedback.  It might be better than not using it, but it is like
using a rock hammer to dig for oil ‘ you may never get there.
To transform your feedback from unstructured to structured
for actionable insights, you need far more than a rock hammer.  There are
several kinds of ‘power tools’ you can use for data mining depending on your
comment volume, complexity, cost and maturity.  
Here are a few examples:
Data Mining
Technology Options

If you have large data sets and the need to derive meaning,
develop taxonomy or access a query tool, rules-based text analytics (NLP) may
be the right solution.  This technology uses lexicons or dictionaries
alongside series of deterministic rules to identify topics or sentiment, such
as positivity or negativity.
If your program is more about large-scale, repetitive tasks,
machine learning might be in order.  Machine Learning uses artificial
intelligence (AI) to learn how to categorize and interpret text automatically
from a sample of manually classified training examples, so once trained, it can
run as an automated process with minimal intervention.
If the highest degree of accuracy is required, you might do
well with semi-automated classification.  These methods organize the work
intelligently, and optimize human decision-making in classifying customer
comments by using powerful searches.
Selecting the Right
Set of Tools
Sometimes, you need more than one tool to finish the job
quickly and well.  Your needs may change over time, or your data may
become more or less complex.  Be sure to consider all the possibilities as
you select the technologies to use for your data mining and analysis efforts.

5 Ways Traditional Market Researchers Can Stay Relevant

By: Amanda Ciccatelli,
Content Marketing & Social Media Strategist, Informa
Insights have become a vehicle for influencing marketing and
ultimately, the world. That’s why we asked Adam Coleman, Director, Consumer and
Market Research, Microsoft, for his advice to traditional researchers on
staying relevant in the changing market research and consumer insights space.
Here is his advice:
1.      
Experiment.
Experiment with new approaches to solving problems ‘ use the 70/20/10 model
to look at your budgets and spend at least 10% of dollars (if you can) on
trialing side by side tests.
2.      
Use
Multiple Data Sources.
Ensure you are using (or assessing) multiple data
sources which may require you to ‘up’ your collaboration skills with teams you
may not previously have thought you’d need to work with. Particularly as Social
Intelligence and Behavioral data come to the fore.
3.      
Get
Experience.
Get experience to get comfortable with these new types of data
sources so you have at least an educated understanding of them and their
limitations/advantages – don’t get left behind.
4.      
Pay
Attention to Innovation.
Don’t jump to use the first new shiny approach you
see! There is so much innovation going on that a new firm, or one of the bigger
firms with Innovation at the center, may have a better solution. Increase your
networking with industry peers, or meet with other non-competitive firms who
you can share new thinking with.
5.      
Don’t
Forget the Core Principles of Research.
Don’t get away from what are core
principles of research, whatever the data or information formats ‘ Continue to
ask yourself these types of questions: Do we have research learning or are
there secondary sources that can already answer the question? Is it
representative of the audience, market, or other requirement? What level of
confidence do we need to answer the question ‘ hence, can we assess the
significance to the level we need? Does it truly answer the business question
at hand?
‘The world of product development and marketing has simply sped
up in almost all industries,’ Coleman explained. ‘There are more choices for
customers every day, and more and more smaller competitors coming into markets
they were not in before. Keeping ahead of the competitive threats and
responding quickly requires even more agility without losing the appropriate
research quality needed to help guide decisions.’

Partnering With Data Scientists: How Market Researchers Make the Most of Big Data At LinkedIn

An interview
with Sally Sadosky, Group Manager in Marketing Research, and Al Nevarez, Senior
Manager in Business Analytics, from LinkedIn

The introduction and evolution of big data
has opened up a whole world of new opportunities for market researchers.
However, it has also brought with it a set of challenges, not least around the
skills gap traditional market research teams are facing.
With 400 million members, maximizing this
wealth of data is more pressing for LinkedIn than most. We
spoke to Sally Sadosky, Group Manager in Marketing Research, and Al Nevarez,
Senior Manager in Business Analytics, from the social media giant about how
internal partnerships between departments has helped them gain invaluable
insights from their data.

How
has market research changed with big data?

SS: ‘There’s been lot of changes and all
for the positive. At LinkedIn because we are able to look at the behavior of
the members, we are able to do a lot more research in advance ‘ looking at
behaviors, looking at trends, testing hypotheses. When we actually talk to
members, either through quantitative surveys or qualitative methods, we can
really focus our questions.
We have already fully analysed what we know
to be facts, so we don’t have to spend time asking them what they do, now we
can spend all our time on the ‘whys’. Our surveys tend to be a lot shorter,
which is great for response rates and completion rates. Our in depth interviews
tend to be a lot more focused as well, as we can say ‘we noticed you do this,
tell us why.’

What
skills does a market research team need to take advantage of the big data
opportunity?

AN: ‘It starts with a healthy, inquisitive,
imaginative mind. We like to look at this Venn diagram of skills that refers to
software skills, maths skills and business skills. We look for folks that have
all three. If you only have two of those it is dangerous; if you’re the hacker
with the business but don’t know the math and statistics, you can come to
erroneous conclusions.
At the end of the day, it’s about being
comfortable with all kinds of data ‘ we have 400 million members on LinkedIn
which is a lot of data. But we don’t collect 400 million survey records ‘ that
data is smaller. It’s about being creative and understanding the technology
well enough that you can bring the little data and the big data together to
help make big decisions.’
What
tips do you have for other market researchers interested in collaborating with the
big data aspects of their organization?

SS: ‘It’s a little bit of a scavenger hunt
in the beginning because the data scientists are scattered throughout the
company and they don’t report in to marketing where I sit. You have to create
those relationships. I focus on small wins. We are jointly storytelling and
that gets people asking for more, so I can go back and ask for dedicated
resource, hire more people or ask for 20 hours rather than 5 hours.
It has to be a very proactive thing as in
many companies they are still considered very separate disciplines with very
separate approaches. We think about the same thing; we think about member
empathy and telling the story of our members, and now we have a lot of facts
and a lot of opinions and we are able to put those together in a seamless way
which tells really good member stories. It’s being proactive and being
persistent in getting those small wins.’
AN: ‘If you’re thinking about a data science
team, think about how that team can really drive the bottom line for the
company and then that will help that team thrive and grow and therefore be able
to support all these other organizations.’
Watch
the full interview below: 


Meet Your OmniShopper International Keynote Line Up

You’ve been charged with uncovering shopper research
methodologies that generate innovative in-store behaviour analysis. To apply
behavioural science to shopper marketing and brand building. And to integrate
omnichannel retail strategies to connect with shoppers at every turn.
It’s not easy, but definitely achievable. OmniShopper
International brings together the world’s leading FMCG manufacturers and
retailers to spark new ideas and inspire revolutionary insights and activation
strategies to win at retail (whether that’s in-store, online or in-home).
OmniShopper International
15-17, November, 2016
London Marriott West India Quay Hotel
London, England
Buy tickets: http://bit.ly/29qH4Yf
The 2016 keynote line-up is filled with industry leaders
prepared to share the secrets to Shopper Centricity, OmniChannel Success, Data
Revolution and more’
??        
Martin Lindstrom, Master Brand Builder & New
York Times Best-Selling Author, Small Data, Buyology,
Brandwashed and BrandSense
??        
Henry Mason, Author, Trend-Driven Innovation,
Managing Director, TrendWatching
??        
Anders Fisker Olesen, Chief Marketing Officer,
System Frugt A/S
??        
Patrick Barwise, Emeritus Professor of
Management & Marketing, London Business School, Co-Author,
The 12 Powers of a Marketing Leader
??        
Nahal Yousefin, Director,
Culture & Engagement, Tesco
??        
John Kearon, Chief Juicer,
BrainJuicer
??        
Jenni Romaniuk, Professor, Ehrenberg-Bass
Institute, University of South Australia,
Author, How Brands Grow Part 2
Download the complete
programme for the full speaker list and session descriptions:
http://bit.ly/29qH4Yf
Fuel your mind and prepare to win at retail this November.
Use exclusive Blog discount
code OMNIINT16BL for ??100 off. Buy tickets:
http://bit.ly/29qH4Yf
Cheers,
The OmniShopper Team
@OmniShopper

#OmniShopperEvent

Day Three: OmniShopper threads – a day in reverse

- Aaron Keller and Kitty Hart, Capsule


The last day of a conference can be deserted and lonely, but that wasn’t the case for OmniShopper this year. We can figure out who to attribute this to or just mark it up to the venue and content rich experience participants had already received. Whatever the case, it was well worth staying through to the last speaker of the day.

For the sake of turning this on its head, let’s start from the last presentation and finish with the first. Crayola was the quiet finisher with relevance derived from the adult coloring phenomenon happening all around us. The research they have done was the kind of work we should all be proud to share. The findings were used to deliver a new merchandising approach and (if we can say so ourselves) a philosophy that goes beyond the all too common “stack it up and let it fly” approach to merchandising. If you missed this one, get the slide deck, you’ll enjoy the nuggets.

Though, we’d like to warn you on one overlooked detail by many presenters throughout the three days. Most slide presentations were so poorly designed it was hard on the eyes of any average human being. By day two, we almost put out an offer on Twitter to redesign everyone’s presentation before walking into these high impact speaking engagements. Respect the audience and design a presentation that’s a pleasure to view, or just get up there and talk. The world would be a better place.

The Hanes brand was another presentation with great content hidden behind troubled design. We peeled away the crusty seal and looked closer to what C+R Research did with the Hanes team and the methods were intriguing, elegant and thorough. Studying the online buying behavior of women buying bras and panties is not the most common study and the team handled it with loving care. Their findings were used to make an impact on Hanes revenue and improved digital merchandising. We, of course, couldn’t get past how many times we heard the word “panties” in a research presentation. Setting aside the cluttered presentation deck, the content was what we’d hope and expect at OmniShopper. 
Moving to the morning sessions we were treated to a dynamic author and voice for women in retail, Bridget Brennan. She facilitated a panel of ConAgra, PepsiCo and Unilever in a dynamic discussion on the relationship between retailers and manufacturer brands, the impact of digital and the efforts they are proud to share about their own research efforts. Having these three heads on the stage was a worthy gathering and the discussion was precisely facilitated by the Why She Buys author. 
On the topic of women as the economic engine of our future, Bridget delivered a fair number of stats many of us know, but she also delivered trends from her lens on the world. She mentioned the fact that the US childbirth rate is below 2.0. She posed a curious question in our minds. If this childbirth trend happens worldwide, what would be the result for the planet? 
Other nuggets like the Mini-Me phenomenon offered further evidence of the purchasing power women have in our economy. Now, if only we could get advertising (men) to notice women as an audience (specifically 50+ women). Oh yeah, that’s right the most popular television show a couple years back was MadMen. I guess we’ve still got a long way to go. Keep up the hard work, Bridget. We look forward to your next book titled: “F*#kyou MadMen, we’re MadWomen: Why madmen need to pay more attention to madwomen.” Kidding. (But we give you our permission to use this title.) 
The first keynote this morning from Seth Shapiro was a bit all over the place and left us wondering when he would get to some good stuff. He did arrive there, just took him longer than a morning audience can usually handle. The good stuff was his augmented and virtual reality perspective, which certainly made some of us dream of an augmented reality where we could FFWD the first part of his presentation. 
We can’t conclude our thoughts on OmniShopper without giving a nod to the talented couple from The Future Hunters. They did the opening act for a third and most challenging day of a conference with grace and style. They pulled audience participation out like it was water coming from a bunch of rocks sitting on slightly padded chairs. It is a thankless job as they never hear the applause for their work. Erica and Jared, the next time you hear an applause, that one was for you, no matter who was on stage. 
Here’s the last thread we’d like to note, again and again. Design, from the larger version of the word (designing moments and conversations) to the smaller version of the word (designing better presentations) was heard many times. Let’s keep that word woven into research conferences and when you get a chance to attend a design conference (FUSE) make sure research is woven into those conversations. 
Designing something means you more thoughtfully consider an audience and context, while looking to have them feel something from what you’ve designed. There are few things with more need for design than a shopper insights and research conference, so it was good to hear it come up so often. 
If you need more inspiration, check out our book, Physics of Brand. We look forward to hearing what you thought of the day, the conference and the conversations you had while attending.
Thanks to all those who stayed until the end. Remember…

Aaron Keller, Principal
I am an author, strategist, researcher, cyclist, reader 
and consummate entrepreneur. When an interesting 
idea crosses my path, I find any way we can bring it 
to life. Earning an MBA from the Carlson School and 
numerous valuable credits at the school of hard knocks, 
I’ll sit at a boardroom conversation with anyone. 
Want to talk business strategy, consumer behavior 
and design? Oh, it’s on.
 

Kitty Hart, Director
@HartofCapsule
I am the HartofCapsule, caring for our clients, friends, 

colleagues and partners. When I’m not deep in strategy
and design thought, I dream of belting out Diana Krall 
tunes in the blue haze of a nightclub. Until that dream 
is realized, I help Capsule’s clients understand and rise 
above business challenges through designed conversations.

SaveSaveSaveSaveSaveSave
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Virtual Reality in Market Research Today

By: Gina Joseph,
Communication Manager, InContext Solutions

The uses for virtual reality (VR) are growing in leaps and
bounds, and market research is no exception. During their OmniShopper
presentation, InContext
Solutions
‘ Rich Scamehorn and Amy Hebard proved that VR has a place in
research, today and tomorrow.
Right now, virtual 3D simulations through the computer are a
tried and true way of conducting research. Respondents can stream the in-store
simulations from their own computers and provide behavioral and attitudinal
insights for retailers and manufacturers.
Yet virtual reality headsets, such as Google Cardboard, Gear
VR and HTC Vive are beginning to make a splash in the research and marketing
arenas. Only a small percentage of the population actually owns VR headsets,
but companies can still start to think about ways to utilize the technology to
glean in-store insights like never before. How?
Respondents might use a headset to ‘shop’ a virtual store
while at the same time being asked questions and giving their impressions. They
would be able to pick up products using hand tracking, look at them in 360-degrees,
and decide what they want to buy. This is similar to a typical shopalong IDI
interview, but done in a completely virtual space, which means you could
display items that don’t even exist yet, or products with new designs. It could
also be used to create planograms or collaborate on planogram changes across
offices.
Branded experiences were another way companies can measure
and market new products or campaigns. Taking a VR gaming experience that
involves your brand into a store environment could garner interest. Researchers
can use that same VR technology to measure the impact of the VR branded
campaign before it even launches. These types of campaigns could potentially
create a deeper level of consumer engagement, one that will resonate beyond the
experience and into sales.  
The challenge, Rich and Amy said, is to get over the
skepticism and fear of VR, and just try it. The goal is to learn about VR
through experience, and then create experiences that will help you engage with
your shoppers.

Day Two: OmniShopper threads and nuggets…

- Aaron Keller and Kitty Hart, Capsule

Future Hunters warmed up the Tuesday (slightly hungover) crowd rather nicely. It isn’t an easy task to deliver on the role of opening act, entertainer and experts in trend. The team of Erica and Jared did it again and certainly with a more cantankerous crowd than Monday as many cocktails were likely consumed just six hours earlier. Thank you for the caffeine for our brains to get us going.
The man, the Nobel prize winning author and the icon in behavioral economics was on the stage next. Daniel Kahneman, the author of Thinking, Fast and Slow sat for a discussion with Anthony Gell, author of The Book of Leadership. To start, let’s all acknowledge Mr. Gell’s exceptional job of interviewing such a brilliant mind without being tongue-tied. Now, to a hero of ours, Daniel gave us pages from his book but in his voice and while he didn’t translate for shopper marketing it was worth every word. Just listening to how Daniel’s mind works was insightful. If you need more on his models, the book is your best resource. It should be a required read for any research, finance or marketing department in any corporation. 
The next group on the stage was a panel of Sumaiya Balbale from Jet.com, John R. Whitaker from Lowe’s and Emily Shannon from Mall of America. Emily was a returning face to the big stage and she continued to deliver unique nuggets beyond her content from yesterday (also not easy). Sumaiya gave us a quantity of nuggets from the frugal next generation of shoppers who default to digital. John Whitaker balanced physical and digital with how relevant Lowe’s is within Pinterest while still being a retailer with designed moments in a physical space. 
The subject was the future of retail, which is facing some tremendous challenges with Alibaba, Amazon and others moving so much of buying online. And, with some countries in the world going from open markets to digital markets and skipping “the mall” economic phase entirely. Based on what we heard, retail has a vibrant future when it is properly blended between physical and digital. For some of you this is confirming, but for others it may be helpful to know retail has been around, will be around and the ability to understand what happens in the moment when people and brands intersect will always be important. 
Our sleepy session, Kirk Olson from Horizon Media surprised the crowd with so many morsels of intriguing content it formed a moment of people asking for his presentation. While it didn’t look interesting on face (printed) value, Kirk delivered a full meal deal (sorry, McDonalds) for this audience of curious minds. While we gathered some of the items in a Twitter feed under #OmniShopperEvent your best bet is downloading the pages of his presentation and carving it up yourself. It is well worth the space on your hard drive. 
Now, a bit on the conversations in-between. With some breaks, a lunch and other hallway conversations we discovered some of the larger threads of yarn from the morning. Here they are: 1. Cognitive Biases and how do we see beyond these to understand true human behavior; 2. The future of retail is bright and the design of moments is a big part of it; 3. The trends coming from wearables, getting back to authentic stories and vintage high-touch experiences. The morning had plenty of fuel for some empty brain tanks.
The afternoon slid a bit as the crowd may not have been into the conversations or perhaps we heard the term millennials just a few too many times. Whatever the case, the afternoon speakers had a larger uphill climb to get us back. Celeste Ireland spoke on telling stories with data and gave us a peak inside the culture of Maple Leaf Foods. From here we got a taste (actually no samples provided) of what Hershey is doing to break through some hard shell congestive biases in retail. While the lack of samples left this writer sorely disappointed, Kindle Partica delivered a concise and content rich speech with brain science, chocolate studies and a great case study with results. The lack of chocolate was overcome with great content. BTW, Welch’s provided samples in their presentation. Just saying…
Last, the bonus from the day came from the number of times our favorite behavioral economist and Nobel winner mentioned the word design. Daniel Kahneman is a big fan of the design world and repeatedly spoke to the importance of design with purpose. We haven’t met many economists and certainly few who talk about the importance of design. The birds sang and the words painted rainbows in our heads each time Daniel spoke (unprompted) on the subject of design. 
Hello world, we are a design firm and we’re here to help, reach out when you would like to talk. We’d love to hear more challenging problems to solve. It’s the stuff that keeps us energized. 
Now, let’s get some rest (in the form of a cold glass -or five- of Pinot Grigio) and we will see you back here tomorrow for day three. 
Aaron Keller, Principal
I am an author, strategist, researcher, cyclist, reader 
and consummate entrepreneur. When an interesting 
idea crosses my path, I find any way we can bring it 
to life. Earning an MBA from the Carlson School and 
numerous valuable credits at the school of hard knocks, 
I’ll sit at a boardroom conversation with anyone. 
Want to talk business strategy, consumer behavior 
and design? Oh, it’s on.
 

Kitty Hart, Director
@HartofCapsule
I am the HartofCapsule, caring for our clients, friends, 

colleagues and partners. When I’m not deep in strategy
and design thought, I dream of belting out Diana Krall 
tunes in the blue haze of a nightclub. Until that dream 
is realized, I help Capsule’s clients understand and rise 
above business challenges through designed conversations.

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