Tag Archives: California

How Shark Tank’s Ryan Shell Avoided Being the ‘Moron of the Century’

Rethink the structure of your insight team. Hire the right
staff to develop high performance teams. Evolve your skillset. Oh yea, and do
it with less than you have in the past.

Sound familiar? It’s something we in the research and insights industry have
heard too many times before.

TMRE in Focus: The New Face of Consumer Insights will help you create an action
plan to overcome your challenges, keep up with transformative change and
innovate your teams.

TMRE in Focus: The New Face of Consumer
Insights
May 23-25, 2016
Ritz Carlton
Marina Del Ray, CA
Download the brochure: http://bit.ly/1ZL20Ka
Ryan Shell, Founder & CEO of The Home T, knows a little
bit about being constrained by budgets. But, he also knows how being backed in
a corner by budgets can lead to amazing creativity (and a growing brand!). Join
Ryan at TMRE in Focus: The New Face of Consumer Insights as he shares how he’s
been able to launch The Home T brand and build a cult following, all the while
having turned down the Shark’s offer to partner.
Plus don’t miss these featured sessions:
??        
Stretching Your Research Dollars through
Centralized Planning
Jeff Mercer, Senior Director, Microsoft
Kevin Witenko, Research Business Strategist, Microsoft 
??        
Building a Consumer Insight Capability from the
Ground Up
Kendra Speed, Director of Research, Crescent Communities
??        
Building a House: Location, Location, Location!
Randy Locke, Market Research Director, Amway
??        
Build Your Own Tumbler – The Story of Motivating
and Moving an Organization Based on Research Insights
Kristi Rees, Senior Director of Research & Insights, Tervis Tumbler Company
Download the brochure: http://bit.ly/1ZL20Ka
Use code INSIGHTS16BL
for $100 off the current rate. Register today:
http://bit.ly/1ZL20Ka
Cheers,
The New Face of Consumer Insights Team
@TMRE

Themarketresearcheventblog.iirusa.com

Are you a marketing analytics professional or data scientist? We want to hear from you!

Take Our Marketing Analytics & Data Science Survey for a Chance to Win a Free Conference Pass
By filling out this 10-question survey http://svy.mk/20vPwX8 you automatically enter to win a free
pass to The Marketing Analytics & Data Science Conference this June in San
Francisco. We are giving away a total of 5 free passes to respondents to this
survey over the next month. Winners will be notified via email by Friday, May
20th. 
Fill out the survey
here:
http://svy.mk/20vPwX8
The Marketing Analytics and Data Science conference is an
inaugural conference that demonstrates how to deploy data science and analytics
to drive business forward, and address the burning challenges in big data. The
holistic agenda, designed for executives across Big Data Analytics, Data
Science, CRM, Marketing Analytics, Customer Experience & related fields
will present actionable best practices, practical case studies, technology
demos and visionary keynotes, as well as unprecedented opportunities to
collaborate with key players from major sectors like retail, financial
services, healthcare, technology, consumer goods/manufacturing, academia,
hospitality, media and government.
Learn more about the
conference here: http://bit.ly/1SJVbDg
We look forward to learning more about your new and growing
roles in marketing analytics and data science!  
Cheers,
The Marketing Analytics & Data Science Conference
Team

#MADSConf

Get Advice from Marketing Analytics and Data Science Leaders

Data Scientists and Marketing Analytics Experts Unite for a
Common Goal:
To Unlock Opportunity and Growth!
You are invited to the inaugural Marketing Analytics
& Data Science conference
. Join us as influential leaders across
industries converge to uncover the human side of data and analytics to promote
business growth and increased ROI.
June 8-10 | Hilton Financial District | San Francisco, CA

Today, consumers demand more personalized communications,
experiences and products. And internal stakeholders need more predictive
intelligence to make truly informed and strategic decisions. Data science and
analytics will provide the answers and solutions.
Keynote Presenters reveal visionary perspectives and
industry trends that will drive your business forward.
This laser focused three day event features expertly curated
content and workshops on mission critical issues, challenges and opportunities
to:
??        
Ensure data security and customer privacy
??        
Put customer needs and preferences at the center
of your strategy
??        
Understand how advances in technology will
change marketing analytics:  The
analytics of things, the Internet of Things and more
??        
Move from mass data collection, to smart data
collection
??        
Authentically target millennials
??        
Learn about trends, and powerful tools in
analytics
Download the brochure
for full program details:
http://bit.ly/1TlMjHG
You will leave the Marketing Analytics and Data Science
conference understanding how to deploy data science and analytics to drive
business forward, and address the burning challenges in big data.
Use code MADS16LI for
$100 off the current rate. Buy tickets here:
http://bit.ly/1TlMjHG
Cheers,
The Marketing Analytics & Data Science Conference Team

Earn a FREE Pass to InsighTech 2015 in San Francisco – Become a Guest Blogger

Earn a complimentary all-access pass to The InsighTech Conference 2015 by serving
as a Guest Blogger at the event. As a Guest Blogger, you’ll have access to the
event’s comprehensive agenda attracting the best in insights from around the
world, right in San Francisco, California in May.
InsightTech
Innovations in Research Methodology &
Technology
May 4-6, 2015
Intercontinental
San Francisco, CA
You’ll get a free pass to InsighTech
plus exclusive access to a networking community and on-demand webinars, to help
you grow and learn throughout the year.
Guest Blogger responsibilities will include submitting one
post per week to The Market
Research Blog
between now and the conference and attending specifically
assigned sessions at the event and blogging live or same day.
By participating as a Guest Blogger leading up to and at the
event, you’ll receive an all-access pass for the entire event, taking place May
4-6, 2015 at the Intercontinental in San Francisco, CA. In addition, Guest
Bloggers are responsible for their own travel and lodging. Learn more about the
event by visiting our website:  http://bit.ly/1d4bTQm
Apply today by sending your name, title, company, short
biography and links to your blog or writing samples, along with a few sentences
about why we should choose you to be our 2015 Guest Blogger to Amanda
Ciccatelli at aciccatelli@iirusa.com. We will review your submission and
contact the chosen Guest Bloggers directly with more details.
We hope to have you join us in San Francisco!
All readers of our
blog receive an exclusive $100 off the current registration rate with code TECH15BL. Register
here: http://bit.ly/1d4bTQm
Cheers,
The InsighTech Team
@TMRE
#InsighTech15

Themarketresearcheventblog.iirusa.com

Recap: The Future of Consumer Intelligence 2014

Imagine a line drawn in the sand that is filled with hot burning coals. To the left of the burning line stands a group of people. And to the right of the burning line stands another group of people. The group of people on the left are all directly facing the burning line drawn in the sand and are staring at the opposing group. The group on the right are also all facing the burning line drawn in the sand, staring directly at the group on the left.
The burning line drawn in the sand represents trust. The group of people on the left believe they are entitled to the right group’s trust because they are trying to help them. The group on the right believes trust is earned and will not easily give it to the group on the left. The tug of war between the two groups over trust causes friction and creates the burning line drawn in the sand that neither can cross without the right tools.
The above scenario is analogous to what was presented at the recent 2014 Future of Consumer Intelligence conference (#FOCI14). The group to the left was Big Business, the group to the right was the Public and we as attendees were willing and able to sit right on the burning line drawn in the sand and discuss how to bridge the gap between groups.
BIG DATA VS. BIG PRIVACY

As marketers and researchers we love to collect lots of data with the intention of using personal information to improve products, services, and lives. But at what point is it considered invasion of privacy? Do consumers really know how their data is being used, regardless of whatever they agreed to? At FOCI14 it was made evident that as marketers and researchers, we teeter on the brink of ‘Empowerment vs. Endagerment’. The path to maintaining the balance and bridging the gap on the subject of data between Big Business and the Public was made evident: provide clear, concise rules and guidelines for how consumer data is used that moves past legality and into the territory of morality.
MARKETING SCIENCE VS. PEOPLE

Clearly our industry is at a point of disruptive innovation as new technologies and methodologies allow researchers to get a clearer picture of consumer insights. But who are behind all of these insights? That’s right, people. In our industry we label people as consumers, customers, shoppers, respondents, target markets and more. But remember that behind all of our studies are people. And sometimes we can act as a barricade between companies, their brands, and their consumers in an attempt to remain unbiased and objective. So how do we bridge the gap?
For starters, John Havens, Founder of The H(app)athon Project, suggests we can begin by switching out the label ‘consumer’ with ‘customer’. Whereas Elizabeth Merrick, Senior Customer Insights Manager of HSN suggests we consider research as another touch point of the brand, ‘We should allow customers to contribute to a brand, not just consume it.’
So it appears the segue between marketing science and people is essentially personal treatment and recognizing that customers are more than a data point within a spreadsheet.
TECHNOLOGY VS. HUMANIZATION OF DATA

The more I thought about it, FOCI14′s tagline of The Convergence of Technology, Marketing Science & Humanization of Data seemed unintentionally (or perhaps intentionally) dichotomous where both Big Business and the Public were descending upon the line drawn in the sand. So it goes with technology & humanization.
There is no doubt that technology improves lives at blistering speeds. Ray Kurzweil, Director of Engineering for Google pointed out that, ‘Information Technology expands exponentially across time, not linearly.’ But as we become more technologically advanced, do we lose a piece of our humanity and our identity?
As we discussed more and more about the subjects of technological advances, psychological habits, triggers, and touch points at FOCI14, it seemed the key to closing the gap between technology & humanization of data relied upon engagement. If new technologies enable to us to engage with customers in a more 
meaningful way and people are able to build stronger psychological connections with each other, then the gap is bridged. If on the other hand, the research community were to stand disengaged with customers and people, then technology & humanization in the field will stand diametrically opposed on a bridge that is about to collapse.
So the real question in all of this is, ‘Has your organization bridged the line drawn in the sand’?
Editors Note: This post was written by MrChrisRuby, an award-winning expert Marketing Research & Consumer Insights Executive who has consulted with several Fortune 500 companies. He is passionate about morphing data into actionable marketing intelligence that augments business operations. Follow MrChrisRuby on Twitter @MrChrisRuby, email him at mrchrisruby@gmail.com or read The Market Research Insider blog.

The Humanization of Data – Bridging The Gap of Data Collection To Change The World by John Havens

John C. Havens, Founder of the H(app)athon Project and frequent contributor to Mashable, started the Future of Consumer Intelligence Conference off with a bang’. or
at least a sweet tune. Giving the first keynote presentation of the day, Havens’
brought his presentation to life by showing off his musical chops with a
harmonica. Havens’ quickly grabbed the attention of the audience by asking a
simple but humbling question, ‘What are you worth’?
He presented this
question with two different pictures. The first picture was of a pile of
money. Often people equate value to the totality of their assets. The second
picture was of a young boy on a swing with a clear sky in the background. He
gave the example of a father and a son. A son’s value to his father goes way
beyond dollars and cents due to the personal element. This was the main point of
his presentation ‘ the humanization of data. ‘How do we make data have a more
personal touch’? …. and to take it a step further, “How much more valuable would our data be in that scenario?”
To drive this point
home Havens’ spoke on how consumers view the collection of data. Right now the
relationship between data collectors and consumers is fragmented because there
is no trust. Consumers don’t know how their data is being used.
He shared an
example of a platform that allows individuals to essentially create their own
data collection preferences. So as they’re browsing the web they’ve already
agreed to areas they feel comfortable sharing.
Havens’ argues that
this is the KEY to creating a culture where REAL insights are discovered from
consumer data. As consumers become more comfortable sharing their data (due to increased trust), the
granularity and value of their data will increase.

He closed his
presentation perfectly by sharing a very personal, emotional story. It was
clear the intangible elements of his story were having a very real, tangible
impact on everyone.
Follow the conference on Twitter by tracking the hashtag #FOCI14

ABOUT THE AUTHOR

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. Optimization Group has a dedicated place on its site where agencies can learn how to use research to help their clients succeed called the Advertising Agency Hub.
Follow Optimization Group on Twitter @optimizationgrp



A Look at The Future of Consumer Intelligence

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

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

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

See you in sunny California!

A Look at The Future of Consumer Intelligence

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

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

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

How Scarcity Can Influence Buying Behavior

Editor’s Note: This
essay is adapted from Hooked:
A Guide to Building Habit Forming Products
 by Nir Eyal. Nir also blogs
at NirAndFar.com.

There are many counterintuitive and surprising ways
companies can boost users’ motivation to buy by understanding heuristics ‘ the
mental shortcuts we take to make decisions and form opinions. Even though users
are often unaware of these influences on their behavior, heuristics can predict their actions.  
In 1975, researchers Worchel, Lee, and Adewole wanted to
know how people would value cookies in two identical glass jars.[1] One jar
held ten cookies while the other contained just two stragglers. Which cookies
would people value more? 
While the cookies and jars were identical, participants
valued the ones in the near-empty jar more highly. The appearance of scarcity
affected their perception of value. 
There are many theories as to why this is the case. For one,
scarcity may signal something about the product. If there are fewer of an item,
the thinking goes, it might be because other people know something you don’t.
Namely, that the cookies in the almost-empty jar are the better choice. The jar
with just two cookies left in it conveys valuable, albeit irrelevant,
information since the cookies are identical. Yet, the perception of scarcity
changed their perceived value. 
In the second part of their experiment, the researchers
wanted to know what would happen to the perception of the value of the cookies
if they suddenly became scarce or abundant. Groups of study participants were
given jars with either two cookies or ten. Then, the people in the group with
ten cookies suddenly had eight taken away. Conversely, those with only two
cookies had eight new cookies added to their jars. How would these changes
affect the way participants valued the cookies? 
Results remained consistent with the scarcity heuristic. The
group left with only two cookies rated them to be more valuable, while those
experiencing sudden abundance by going from two to ten, actually valued the
cookies less. In fact, they valued the cookies even lower than people who had
started with ten cookies to begin with. The study showed that a product can
decrease in perceived value if it starts off as scarce and becomes
abundant. 
For an example of how perception of a limited supply can
increase sales, look no further than Amazon.com. My recent search for a DVD
revealed there were ‘only 14 left in stock,’ while a search for a book I’ve had
my eye on says only three copies remain. Is the world’s largest online retailer
almost sold out of nearly everything I want to buy or are they using the
scarcity heuristic to influence my buying behavior?
You can hear Nir
speak at the upcoming Future of Consumer Intelligence Conference 2014 in Los
Angeles, California.  The Future of Consumer Intelligence 2014
explores the emerging role of decision science and the convergence of knowledge
points – insights, foresights, social science, marketing science and
intelligence with technology as a central driving force and profound connector.
For more information on the event, click here to download the interactive
brochure: http://bit.ly/1qzXDjP
Register for FOCI and
see Nir in person! http://bit.ly/1p43bWl
[1] Worchel, Stephen,
Jerry Lee, and Akanbi Adewole. ‘Effects of Supply and Demand on Ratings of
Object Value.’ Journal of Personality and Social Psychology 32, no. 5 (1975):
906′ 914. doi: 10.1037/ 0022-3514.32.5.906
.

Technology is Changing How We Understand the World

I recently sat down with Future of Consumer Intelligence 2014 keynote speaker Magnus Lindkvist, Trendspotter & Futurologist, who discussed how technology is not only changing how we do things, but also how we understand the world, business, and people as well as the emerging space of marketing science.
We are fortunate to have her share her critical insight with our FOCI community. This year, FOCIexplores the emerging role of decision science and the convergence of knowledge points – insights, foresights, social science, marketing science and intelligence with technology as a central driving force and profound connector.
We are barraged by information – and within this sea of data we must remember to think of the problem we are trying to solve and how we can we use this convergence of information to better understand people.  Translating the new “understanding” into future opportunities means that the role of a researcher is changing. FOCI accelerates disruptive innovators in the research space and pushes people to take risks, to think outside of traditional research methods and insights gathering and explore new and alternative tools and technologies. FOCI will bridge the gap between what people say they are going to do and what they actually do.
Here is what Magnus had to say:
IIR: A big theme of this year’s conference is ‘humanization of data.’ Why do you think understanding PEOPLE (not consumers) presents an opportunity for strategic action?
Magnus: Because people have secrets and all opportunities begin as secrets.
IIR: How is technology not only changing how we do things, but also how we understand the world, business, and people?
Magnus: It visualizes the fringes of society in a new way. Before, the mainstream was dominant by its strength in numbers. But in the ‘thoughtsphere’, a Minnesota flute tribe or Namibian upstart company can have the same perceived presence as a king or queen.
IIR: How has consumer intelligence strategy and action planning helped drive your business?
Magnus: It only helped early on as I was learning the ropes. Once you grasp the basics, you are free to challenge them known as “you-have-to-get-an-invite-to-change-music’-paradigm.
IIR: How has the role of ‘the researcher’ changed?
Magnus: The title has been completely eroded in that everyone points ‘research’ these days and quotes some arcane, Googled study. But I see the role of the good researcher as having been expanded and deepened in that everything from product innovations to president reelections use research as their fuel.
IIR: Describe a situation where you’ve taken a risk or thought outside the box of tradition market research methods. How did that benefit your business?
Magnus: All available research said the book business is a dying market. I wrote three books anyway. They all failed.
IIR: Where do you see the emerging space of marketing science and role of data scientists in the next five years?
Magnus: I see a new role emerging called Chief Imagination Officer or C.Im.O.
IIR: How has the increasingly connected consumer affected market research?
Magnus: Negatively. It dilutes opinions. It’s harder to find quirky, off-the-grid people who give those valuable sideways kind of insights.

Want to hear more from Magnus in person? Join him at Future of Consumer Intelligence 2014 in Los Angeles, CA in May. Magnus will be presenting a keynote entitled, ‘When The Future Begins – A Guide to Long-Term Thinking’ on Wednesday, May 21st at 12:00 pm. To learn more about the event and register, click here: http://bit.ly/1lGi6Ur
** As a reader of our blog, you get an exclusive 15% discount on your FOCI 2014 pass. Use code FOCI14BLOG when you register **

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