Tag Archives: Coca-Cola

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: http://bit.ly/1Yg7o8A

Here are all the companies
who will be in attendance:
20/20
3Rivers
AARP Services Inc
Abbott
ACT Inc
AcuPOLL Precision Research Inc
Added Value
AddThis
Aetna
Aflac
AIG
AIP
Alcoa Inc
Altria
Amazon
American Greetings
Amway Corporation
Analytics Quotient
Angelfish Ltd
Angie’s List
AOL
Applied Marketing Science
Ascribe
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
Blueberry
Blueocean Market Intelligence
BMO Financial Group
Boehringer Ingleheim
Borderless Access
Bounce Exchange
BrainJuicer
Brandtrust
Brown-Forman
Brunswick Group
Buffalo Wild Wings
Burke Inc
BuzzFeed
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
CivicScience
Clear Seas Research
Client Insight Inc
Collette
Comcast Spotlight
Confirmit
Constellation Brands Inc
Consumer & Customer Insight LLC
Convergys
CraginCube Consulting LLC
Creata
Critical Mix
Cross Marketing Group Inc
Crowdtap
Cuna Mutual
Custom Intercept Solutions
Daimler Trucks North America
Dapresy
Darden Restaurants
Datamatics
Dawn Food Products
Decision Analyst Inc
Del Taco Inc
Diageo North America Inc
Digsite
Directions Research Inc
DIRECTV
Discovery Research Group
Discuss.io
Dr Pepper Snapple Group
DTE Energy
Dub
Duke University
Edward Jones
ELANCO
Eli Broad College of Business, MSU
Eli Lilly & Company
Elicit
EMI Research Group
Energizer
Environmental Defense Fund
Erickson Living
ESPN
e-Tabs
ETeam Executive Search
Evaluative Criteria Inc
ExecuteNow LLC
EyeSee
Federated Sample LLC
Fidelity Investments
Fieldwork
First Insight
First Quality Consumer Products
Fitbit
Five
FocusVision
FocusVision Worldwide
Forbes Consulting
Foremost Insurance
Fresh Intelligence
Fusion Hill
Gap Inc
Garlock
General Motors
Genworth Financial
Genzyme
GfK
Giftbit
Gillian Kenny Associates Ltd
Global Market Research Group
GMO Research
GNC
GOJO Industries
Gongos
Google Inc
Grainger
Grendene SA
GrubHub
Gulfstream Aerospace Corporation
Hallmark Cards Inc
Hamilton Beach Brands Inc
Hasbro Inc
HBO Latin America
Heart+Mind Strategies LLC
Herbalife
Hewlett Packard Enterprise
HMC Advertising
Honda R & D Americas Inc
Hulu LLC
Hypothesis Group
Hyundai Motor America
IBM
IDC
IEEE-SA
IFC
Imagitas a Pitney Bowes Company
IMAX Corporation
In Vivo BVA
In4mation Insights
Incite
InfoScout
Ingather Research
Ingredion Inc
Insight Evolution LLC
Instantly
Intengo
Intouch Holdings PLC
Invoke
Ionis Education Group
Ipsos
iTracks
Janssen
Jester & Genius LLC
Jibunu
JM Smucker
Johnson & Johnson
Johnson & Johnson Vision Care Inc
JP Morgan Chase
JSC
K12 Inc
Kadence
Kellogg Company
Kelton
Kimberly Clark
Kohler Company
Kraft Foods
KS&R
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
Lululemon
Lundbeck Canada
Luth Research LLC
Lynx Research Consulting
M/A/R/C Research
Manuvie
MaritzCX
Mark Travel Corporation
Market Probe International
Marketing Systems Group
Marketry Inc
MarketSight
MarketVision Research
Marriott International
MARS
Mars Drinks
Mattel
Mavens of London
McKee Foods Corporation
MediaScience
Meredith Corporation
MetrixLab
Mfour
Microsoft
Millward Brown
Morpace Inc
MotiveQuest
Motivequest LLC
Motorola Solutions Inc
MSW/ARS Research
MTD Products Inc
MTV Networks
Mullen Lowe Group
Murphy Research
Mutual of Omaha
NAED
NASCAR
National Rural Electric Cooperative
National Sporting Goods Association
Nautilus
Navy Federal Credit Union
NCM Media Networks
Nestle Purina
Netflix Inc
Netquest
Neuro-Insight
NextON Services
NFIB
Nielsen
Novo Nordisk Inc
Now What
O’Connell Group
OFD Foods
Offerwise
Opinions, Ltd
Optimization Group
Optimum Solutions Corporation
ORC International
Over the Shoulder
P&G
P2Sample
Paradigm Sample
Passenger Inc
Paychex Inc
PBS
Pert Group
Pfizer Consumer Healthcare
Phelps
Phoenix Marketing
Pitney Bowes Imagitas
Poplar Partners
Porsche Cars North America
Precor Inc
Progressive
PT Kadence International
Publix Super Markets Inc
Pulte Group
Pure Fishing Corporation
Qualtics
Quest Mindshare
Quester
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
RSG
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
Segmedica
Sentient Decision Science
Shapiro+Raj
Sheetz
Sheetz Inc
Shell
Simulmedia
SKIM
Society of Actuaries
Socratic Technologies
Sonoco
Southern Company Services
Sparks Grove
SPT
SSI
Standard Life
Steinway & Sons
Sticky
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
SurveyWriter
Survox | CFMC
Swift + POSSIBLE
T Rowe Price
Taco Bell
Takasago International Corp
Takeda Pharmaceuticals USA Inc
Tango Card
Target
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
T-Mobile
TNS
Tobii Pro
Toluna
Tonic
Toyota
TracFone Wireless Inc
Travelers Insurance
Triad Retail Media
Ugam Solutions
Under Armour
Union Panels
Universal Music Group
Universal Orlando
University of Georgia MRII
Univision
US Cellular
USAA
Vanguard
Vantiv
VERVE
VF Jeanswear
Virtual Incentives
Vision Insights Group
Vital Findings
VoxPopMe
Voya Financial
W5
WaKoopa
Warner Brothers
Weber Stephen Products Company
WellPoint
Wendy’s International Inc
Western Union
WestRock Company
Wilson Jill Associates Inc
World Kitchen LLC
Wrigley
XTRAC Solutions
YouEye
YouGov
ZappiStore
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: http://bit.ly/1Yg7o8A

You get exclusive $100 off when you use code TMRE15BL to
register: 
http://bit.ly/1Yg7o8A
We hope to see you in Orlando this fall!
Cheers,
The TMRE Team
@TMRE
#TMRE15

10 Ways You Innovate Your Shopper Strategy to Increase Revenue

The shopper journey to purchase is a lot more complicated than
it used to be. Technology continues to advance at a rapid pace and shopper
preferences are constantly changing. Creating a true end-to-end Omnichannel
customer experience is absolutely key for companies operating in today’s
market.
OmniShopper International 2015 will give you the tools you
need to innovate your shopper strategy in order to increase revenue and thrive
in this new retail world. Here’s how:
EMBRACE OMNICHANNEL: Understand how technology
and people are key to delivering true end-to-end omnichannel experiences with
Simon RussellDirector, Retail Operations Development at John Lewis Partnership.
BE DIGITAL: Learn how to bridge offline shopper
experience and the digital world with Valerie Bolliet, Global Shopper Marketing
DA, Consumer Lifestyle at Philips.
ENGAGE THE CONSUMER: Barbara Pederzolli, Shopper
& Commercial Insights Senior Manager, Central & Southern Europe at
Coca-Cola will share how to optimize in-store communication probing the mind of
the shopper.
BOOST YOUR BRAND:  Hear from Luis Fernandes,
Global, Customer & Shopper Director at Campofrio Food Group, how to Use
shopper insights to boost a brand relaunch along the entire path to purchase.
SPOT TRENDS: Hear about emerging channels &
trends with Eric Fuchs, Non Food Online & Multichannel Bizdev Director at
Carrefour France.
TAKE RISKS: Caspar Berry, Professional Poker Player
& CEO of Risk Taking and Decision Making Limited, will talk about how risk
taking and decision making complement each other in Poker, Business and Life.
UTILIZE BIG DATA: Learn how to turn big data
into insights with Olin Novak, Marketing Director at Tesco.
THINK LIKE A MILLENNIAL: Learn how to create a
social organization that Matches Today’s Millennial Shoppers with Nahal
Yousefian, Head of Human Resources at Tesco Europe.
STAY COMPETITIVE: Want to know how to compete in the
age of the omni-shopper? Steve Hildebrand, Director and Owen McCabe, Director
of Consulting at Kantar Retail Europe will tell you.
INNOVATE THE EXPERIENCE: Herv??
Turpault, MD Europe, Perception Research Services will talk about
application and innovations in eye-tracking and the shopper.
Innovate your shopper strategy in Paris with us this fall!
Download the brochure to see the full program: http://bit.ly/1N5tSUn
Use code OMNIPARIS15BL for an exclusive $100 off the current
rate when you register: http://bit.ly/1N5tSUn
  

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

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

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

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

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

Save ??300 by Friday. Plus, save $100 off the current rate when you use code
OMNIPARIS15LI. 
Register here: http://bit.ly/1LkPm0y

All the best,
The OmniShopper International 2015 Team

@OmniShopper
#OMNIPARIS

Themarketresearcheventblog.iirusa.com

The Biggest Changes in Shopper Behavior in the Past 5 Years

Shopper behavior is changing at an uncontrollable pace, and retailers must keep up. In the past five
years, there have been a lot of changes in shopper
behavior
that marketers and researchers in retail should pay close
attention to. That’s why we asked the top leaders in the industry to share the
changes that they think are most important.
Here is what they said:
Dan Pink, Author:
The once-breathtaking, but now commonplace, idea that most people carry in
their pockets a powerful computer that can connect to the entire world.
Joseph Davis,
Coca-Cola:
For me, it has been the surprising pace with which shoppers are
moving to fresh or prepared foods ‘ driving traffic out of the center store and
into the perimeter. And it’s a behavior without boundaries ‘ large store,
small store, online ‘ it’s a real shift in demand toward on-demand, easy meal
solutions.  This kind of thing you’d expect to be more glacial in pace and
moving with generations, but the behaviors are changing faster than I think
many of us expected.
Christine Trodella,
Facebook:
Mobile is the biggest shift in shopper behavior over the past
five years. Mobile usage continues to grow at an astounding pace and people are
now shopping, browsing and researching across devices. As Retailers optimize
their mobile experience and people become more comfortable buying on mobile,
conversions will continue to grow. Today, mobile is a powerful tool
for discovery and an increasingly influential part of the shopper’s journey. 41
percent of people who research on a smartphone convert on another device and 38
percent convert in store (eMarketer report Cross Device Search Marketing, April
2015). As mobile bridges the online and offline world, retailers need to invest
more in their mobile presence and understand and assign the proper value to
each customer touch point along the path to purchase.
Jonathan McDonald,
Thought Expansion Network
: I think the biggest shift in behavior is less to
do with how people behave while shopping but instead how people are far more
empowered to be ANY part of the value chain. Over the last five years we’ve
seen an exponential increase in the capability and affordability of technology,
driving the ability for anyone to be an investor, manufacturer, retailer,
marketer and consumer of products and services. Platforms like Etsy.com and
Kickstarter have enabled this shift and I believe it is just the beginning of
what I would term ‘value chain democratization.’
Neil Howe, Author:
More consumers using smartphones. Whether they’re making purchases from their
devices or using them to compare prices in-store, shoppers have more
information at their fingertips than ever before and are using it to make
better-informed purchasing decisions.
Sheila McKay, HP:
The use of cellphones on the shopper journey – the smart phone is giving
shoppers access to endless amounts of information – figuring out how to get the
information you believe your shopper would like to see has not been easy – we
are still trying to figure out the best way to help shoppers access the
information we have created based on their desires – would love to know what is
working best for you!
Michael Klein, Post
Foods:
The changing path to purchase away from traditional shopping to
online and digital is the biggest shift in shopping behavior over the last five
years. As technology has advanced, and Millennials are becoming more dominant
in the marketplace, the path to purchase has evolved.  
Dan Mudd, Clorox
International:
Crowdsourcing: Ratings & Reviews increasing importance
on category and brand choice within it. Clear benefit communication and
delivery of it at every possible touch point in the shopper’s journey has never
been more important.
Jon Fehrman, Big Lots:
Over the past few years the shift from cellular to mobile and the ability for
shopping on demand. I can recall discussing this with peers approx. five to six
years ago about whether to include a graphic depiction of a mobile phone versus
cellular on pack, and at that time it was too soon. Not now!
Kristian Aloma, Brandtrust: There are two things here I find most
intriguing in the market place. First, is the ability for consumers to
immediate craft and distribute stories to their personal audiences. Whether in
brick and mortar or online, consumers are increasingly posting, tweeting,
Yelp-ing, blogging, almost instantaneously about the service, product or
experience they’ve just had. This fact requires a shift in the way marketers
and brand managers think about their communications strategy and the tools,
props and artifacts they give consumers at the point of purchase. With a consumer
group that is so ready to tell stories, the brands that help them do so, and do
so in a way that is favorable to the brand, are those that will win in this
space. In some cases, we see brands, especially online, immediately encouraging
this. Airlines, Amazon.com and many others
immediately provide consumers the opportunity to post about their purchase
right from the site. 
James Sorensen,
Kantar Retail:
Shoppers go to fewer stores, smaller stores, seek more
personalization and make more purchases through ecommerce channels.  But
these changes are not a result of a change in shopper behavior, but are rather
simply a result of the change in the retail landscape. Shopper’s want what shoppers
have always wanted.  Most of the time they want to get the goods they
need, as quickly, easily and at the lowest cost possibly. Retailers and
brands that deliver the most frictionless experiences at the best price will
win a greater share of the shoppers’ loyalty.
Jim Cusson, Theory
House:
Five years ago my front porch was likely to be a resting place for
potted flowers or a place to sip a cup of iced tea. Today it has become a
depository for UPS to drop off Amazon.com Prime boxes. I suspect my home life
serves as a microcosm for today’s shopper. My household is increasingly buying
online while at the same time splitting grocery shopping between two
supermarkets, Target and Club stores. We’re taking advantage of choice,
convenience and also specialization. 
Like what you’ve read? Attend The
OmniShopper 2015 Conference
in Chicago July 20-22 and revolutionize your
shopper strategy to get ahead in the emerging retail landscape. OmniShopper, formerly
Shopper Insights in Action, is the event of choice for the retail
industry, and has been for over a decade. Experts from leading Retailers and
Brands break down the dramatic shifts in shopper behavior and then teach you
how to redefine your shopper strategy to win at retail.
Use discount code
OMNI15BLOG for $100 off the current rate. Register today! http://bit.ly/1eJbgwK
Cheers!
The #OmniShopper15 Team

@OmniShopper

Privacy Engineering: How Researchers Can Protect Consumers and Companies

By Marc Dresner, IIR

Those of you who follow this blog know I’ve been a little
hung up on privacy lately. 

My last two posts, respectively, have dealt with
data brokers and the relatively unchecked accumulation of people’s personal information on- and offline by companies nowadays.

Today I want to look at the privacy engineering movement
that’s been gaining traction in the IT community and why researchers ought to
take note.
But first, just to refresh, in my previous posts I’ve echoed
a growing sentiment among experts that we may be on the brink of a privacy
backlash in response to a perceived lack of informed consent and
transparency with regard to Big Data collection and use.
In a nutshell, there’s mounting consumer anxiety over what some characterize as a sort of Big Brother-style corporate surveillance.
It’s a worrisome trend at a time when trust in brands and
companies’particularly among younger cohorts’is already abysmally low.


A Consumer Trust Crisis

Coca-Cola’s Global Director of Human and Cultural Insights,
Tom LaForge, summed up the trust situation well in a speech I attended earlier
this year:
‘Whether or not a competitor will steal share is not what
you should worry about. Worry instead about whether or not people will allow
you to stay in business, because ‘big’ is on probation,’ said LaForge.

‘Worry about
whether or not people will allow you to stay in business, because ‘big’ is on
probation.’ 
‘ Tom LaForge, 
The Coca-Cola Co. 
‘People do not trust big entities,’ he added. ‘They don’t
trust governments. And global corporations are often bigger than governments. Corporations
are about as big as it gets.’
How bad is this trust crisis? LaForge said ‘corporations are losing the social
license to operate’ as a result.
In such a climate, it’s not implausible that a
well-publicized privacy breach (note that’s privacy
breach, not data security breach) might
cause serious, even irreparable damage to a brand, company or other
institution’s credibility and relationship with the public.

Privacy: It’s About Ethics Not Compliance

Accordingly, experts are advising companies to think about
privacy not in terms of compliance, but in terms of ethics.
Indeed, the reason privacy is getting so much attention
these days is arguably because current legislation and regulation don’t go far
enough and may not be able keep pace with technological change.
In lieu of statute, companies must sort out privacy ethics
on their own. That’s a complicated affair in which the research community can
be an invaluable resource.
But first, I humbly suggest that researchers get acquainted
with ‘privacy engineering.’

What is Privacy Engineering?

An increasingly popular approach with the tech set, privacy engineering endeavors to
systematize privacy and embed it in the products and processes companies use, buy, create
and sell. 
I conducted a podcast interview on the subject with one of its pioneers, Michelle Dennedy, VP and Chief Privacy Officer at
McAfee, back in April.
Dennedy, whose credentials straddle the legal and
technological aspects of data security and privacy, is also co-author of ‘The Privacy Engineer’s Manifesto: Getting from Policy to Code to QA to Value.’

‘Privacy
engineering is a way to build respect for information about people back into
our infrastructure.’ 
- Michelle Dennedy, McAfee 
‘Privacy engineering is a way to build respect for information about
people back into our infrastructure and to think about data from the consumer
perspective,’ Dennedy told me.

It’s particularly important for researchers to familiarize themselves
with this approach, I think, in part because companies are increasingly looking outside the
research function to data scientists to manage Big Data.

You don’t need to be an IT specialist to understand ‘The Privacy
Engineer’s Manifesto’ and it may be just the blueprint consumer researchers need
to insinuate themselves in the fundamental discussions that shape not only
privacy policy and practice, but the manner and extent to which companies
harness Big Data moving forward.

See Also: Privacy by Design

I would also advise researchers to familiarize themselves
with another, similar concept: Privacy by Design’ (PbD).

PbD is both an approach
and a landmark resolution approved by international data protection and
privacy commissioners in Jerusalem in 2010.
The PbD framework sets out seven foundation principles aimed
at ensuring that privacy is embedded into new technologies and business
practices from the outset and boils down to three key tenets:
-         
Trust and control
-         
Freedom of choice
-         
Informational
self-determination
According to Dr. Ann Cavoukian, former Privacy and
Information Commissioner of Ontario, Canada, and architect of PbD, privacy
policies are becoming meaningless to people and companies should not hide
behind them.
‘If your company does something with people’s information
that might raise ethical questions, stating it in a privacy policy’even if it
isn’t buried in jargon’does not equate to informed consent. People check the box
without reading all the time,’ Cavoukian told a room full of consumer
researchers back in May.
‘Privacy isn’t
something people think they should have to ask for; it’s a presumption.’ 
‘ Privacy and Information Commissioner
Ann Cavoukian

‘Privacy isn’t something people think they should have to
ask for; it’s a presumption,’ Cavoukian added.

Bottom line: A privacy policy may protect a company in a
lawsuit, but it won’t help in the court of public opinion, where the stakes
may be much higher.
To illustrate just how serious the threat of a
public backlash has become, Cavoukian cited a variety of survey data,
most notably a January 2014 AP-GfK poll in which more than 60% of respondents
said they value their privacy over anti-terror protections.

PbD and privacy
engineering offer a compelling safeguard to companies because they’re
inherently proactive. You’re embedding privacy protection in everything you do
and design’right down to the code’from the get-go.
While it may seem expensive to take the necessary steps to
ensure that all current and future products, systems, etc., meet standards that
may not be mandated by law, the cost may be infinitely higher to implement,
revise and rebuild after a privacy breach.

How does this
apply to researchers?

We tend to think of this stuff as falling under the purview
of a Chief Privacy Officer, but it’s both an imperative and an opportunity for
researchers.
Consumer researchers are probably the last people who
require a lecture on the ethical collection and use of data or the sanctity of
trust’without it, we have no respondents’but as you well know, research today
is neither confined to direct response methodologies nor gathered exclusively
from opt-in panels and communities.
Moreover, a research department typically isn’t the only
entity in a company engaged in the collection of consumer data, its sole repository or the arbiter
of its use.
In short, there’s plenty of room for an unintentional breach
of privacy ethics in most organizations today. And given the stakes, this
represents an unacceptable risk.
So, the time has come for internal research functions to get
involved in privacy discussions outside departmental walls and to have a hand
not just in crafting policy and protocol, but to make the case to management for
building a company-wide culture that understands and respects consumer privacy.
So start by paying a visit to your colleagues in IT to talk
about privacy engineering. Privacy oversight will need to cover marketing,
R&D, sales, etc. 

This is a chance for research to assert influence over all of a
company’s present and future consumer information assets. It’s a natural fit.

ABOUT THE AUTHOR
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 mdresner@iirusa.com. Follow him @mdrezz.

World Cup Advertising Wars: How to Compete with the Big Guys

Editor’s Note: This
blog post is brought to you by Mattr, a
company that is leading a new era for consumer insights, providing brands with
a deeper, more colorful view into their social audience. Through a unique mix
of personality data and demographics, Marketers can begin to discover what
really makes their audience tick.

The World Cup hype has officially started!  And if
you’re in Marketing/ Advertising, you’re probably keeping a close eye on the
various campaigns that have been introduced to pay homage to one of the world’s
most watched sporting events.
Some of the first to release their campaigns were the big
soda brands.  World Cup sponsor Coca-Cola and competitor Pepsi have both
recently launched TV spots, and there’s already lots of chatter on who got it
right
.  That answer might seem subjective to most.  But as
Marketers know, putting together a campaign that speaks to the right audience
takes more than luck.  It takes planning and strategy.  It takes
understanding of various brand segments and how to reach them on a personal
level.  And it takes knowing that powerful stories about the people behind
a brand reside in unfiltered data.
That being said, it can be assumed that both Coca-Cola and
Pepsi did lots of research for their campaigns, utilizing large budgets and
plenty of time to plan (Coca-Cola apparently began planning back
in 2012, and World Cup 2014 stands as their largest campaign ever!).
But for those agencies that might not have the dollars or
time to spend on such intensive research- there are simple ways to accomplish a
similar goal of understanding audiences by looking at some easily accessible
data.  We’ll show you how.  And we’ll also come to our own
conclusion, based on our own data, on which soda brand might have the slight
advantage in the World Cup campaign wars.
Social- The Secret
Sauce

Social has become a very viable option when it comes to
gathering insights about your audience.  It’s as easy as picking a social
segmentation tool and diving in to all of the data.

We’ve started our own segmentation analysis with a
historical snapshot of the FIFA audience, or the last 500 people who have
engaged with @FIFAWorldCup on Twitter.   That breakdown shows the
highest engagement came from ‘Wholesome Males’, as seen below:
‘Wholesome’ indicates personality traits like down-to-earth,
honest, family oriented, sincere, real and sentimental.  A ‘Wholesome’
person might respond best to campaigns based on truth, openness and emotion
(more about ‘Personality Identification’ through social can be found here- very
interesting stuff!).
Hot on the trails of those ‘Wholesome’ males are ‘Rugged’
males, with their own set of unique traits that gets them excited.  It’s
advantageous for Marketers to look into both groups to see what makes each of
them tick.
Hash Out the Hashtags

Now take the analysis a step further, and look at the
‘real-time’ breakdown of the FIFA audience.  In addition to those folks
who are currently engaging with the @FIFAWorldCup Twitter handle, you might
also be interested in the people who are using the top three most popular
Twitter hashtags for the World Cup in general (which are #WorldCup, #Brazil, and
#WorldCup2014).  The new analysis looks like this:
Not surprisingly, the @FIFAWorldCup audience and those using
the most popular World Cup hashtags look very similar.  Looking ahead, a
Marketer can be confident that the ‘Wholesome’ and ‘Rugged’ males should be the
right audience to go after for a campaign.
Your Own Hashtags-
Who’s Engaging?

Last, if you’ve created and launched campaign hashtags, it
might be beneficial to analyze the people who are chiming in with those
hashtags on social, as long as there’s some good traction.  Today, both
Coke and Pepsi have launched hashtags for their World Cup campaigns (#WorldsCup
and #LiveForNow, respectively).  Traction was highest during the release
of the campaigns, and has now subsided.
However, as engagement with these hashtags increases again,
which should be a top goal for both brands, Marketers can analyze what types of
people the online campaigns are attracting and figure out ways to target those
audiences better.  We’ve started a new analysis on Coke’s hashtag
engagement moving forward, and will report back in an upcoming blog.
So what does all of this tell you about launching your own
World Cup (or any other) campaign? The point is that social data matters, and
so do the people behind that data.  If you can dig into that data enough
to understand your audience on a very deep and personal level, then you’ve
automatically pushed ahead of your competition when it comes to planning the
tone and messages within your various campaigns.
Who Wins the Soda
War?

The Coca-Cola campaign plays to inclusiveness, youth,
uniqueness, togetherness, grandiosity and social good (think
‘Wholesome’).  The Pepsi campaign plays towards celebrity, playfulness,
music, creativity, art and fun (think ‘Sophisticated’ or ‘Daring’). 
According to our analysis of the FIFA audience, our vote goes to Coke.
 But hats off to both campaigns!
Next week we’ll take a look at changes to the @FIFAWorldCup
Personas as engagement increases, which might cause Marketers to tweak their
real-time campaigns.  And we’ll compare two new ‘Big Brand’ campaigns that
have staked their claim on the World Cup turf.
Want to start your own segmentation and hashtag analysis?
Click here.
Mattr is a sponsor of
The Future of Consumer Intelligence 2014
taking place next week in Los Angeles, CA. This year, FOCI 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.

As a reader of our
blog, you get an exclusive 15% discount on your FOCI 2014 pass. Use
code FOCI14BLOG when you register: http://bit.ly/RRvQzl

Consumer Macro Forces Will Change the World ‘ Is Your Market Research Ready?

Once upon a time, brands competed on emotional and
functional attributes ‘ making money by selling products based on these things
alone. This was market research industry for a long time, when researchers had
it easy.
Then, one day category after category became filled with
similar products. People taught themselves how to focus in on the best set of
solutions and differentiation ultimately went away. Because of this, large
established brands lost loyalty. Over the last decade, small new entrants have
come into categories, introducing brands that come with a proposition about a
better way to live our lives.
At The Future of Consumer
Intelligence 2013
, we sat down with Coca Cola’s Tom LaForge to discuss the
implications and changes to the market research industry, as well as the
importance of macros forces and trends in market research today.
According to LaForge, who has been with Coca Cola for 15
years, a macro force is a vector that tells you where you are going. ‘It either
has to affect most people on the planet or everyone on the planet. And, there
are more of these macro forces today than there have ever been before,’ he
explained.
As LaForge looks at how the world is changing by studying
the macro forces, he sees that it will have implications for everybody because
the entire world is changing ‘ including governments, companies, and even within
companies there will be implications for how we manage brands and research.
‘I don’t know what the future is going to look like, but I
can tell you that your research and your branding and your marketing and how
you manage your company’s image are all going to be affected,’ LaForge said.
So, why do you think most corporations have a research
department? Well of course, to help the company make better decisions.
‘So, how are we going to do that? We are going to get some
data,’ explained LaForge. ‘And, that data tends to be: ‘prove it to me.’ When
people start asking for proof like that, we tend to resort to can we validate
it and is it projectable? These things are very difficult to quantify.’
In the last 25-30 years most things have been computerized, so
LaForge is finding that people who are really good at those analytical skills
are now abundant.  But, how exactly does someone
distinguish themselves in that area? Simple. 
‘What the computer can’t do, you better be able to do,’ he said.
Ultimately, the world is going to change and it’s going to
affect every single part of every organization .It just takes time to figure
out what those changes are and ask yourself, ‘What will people’s response be?
And how can we make sure our response is aligned with theirs’?

Check out the full
interview below:


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 as a central driving force
and profound connector.
Right now, it’s about connecting ideas to data to culture to
the future of your business and this, is the real data revolution. This year
represents the year of the multi-dimensional marketplace, and just as the
market researcher’s role evolves, so does our third annual event. FOCI is a gathering
of the “consumer culture” collective exploring common ground across
roles and industries for translating behavioral information into business
opportunity.  We hope to see you there!
Join us at FOCI 2014
in May. To register, click here: http://bit.ly/1aZJcfs

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
. 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.  

Let the Data Speak to You ‘ Uncover Future Opportunities at The Future of Consumer Intelligence 2014

“We are on the cusp of the second wave of the big data
revolution.” 2013 was about understanding big data, from collection to
analysis – 2014 is about translating big data into new opportunities. It’s
about taking action on the insights to drive business decisions. 

The Future of Consumer Intelligence will help you discover how data is
transforming the consumers well being, experience and impacting the
productivity of an organization. You’ll understand the processes and tools
being used to aggregate disparate strands of data so you can create a richer
experience that drives loyalty and growth. Download the conference brochure
here: http://bit.ly/1d43gx1

The Future of Consumer Intelligence
2014

May 19-21, 2014 // Sheraton Universal // Universal City, CA

Keynote Spotlight:
Making Data More Human
Jer Thorp, Former Data Artist, The New York Times, Co-Founder, The Office for
Creative Research
  • How can understanding the human side of data lead to innovation and effective
    change? What value is there in the novel and interactive approaches to data
    visualization? And, what are the business applications of creative data-focused
    research? Thorp teaches audiences how adding meaning and narrative to huge
    amounts of data can help people take control of the information that surrounds
    them, and revolutionize the way we utilize data. 

Plus, don’t miss our entire track
focused on Big Data & Analytics: Connecting the Dots for a Holistic View,
featuring:

  • AIRNB: Beyond Data Driven
  • Coca-Cola : Two Ears, One Mouth: How
    Coca-Cola is Evolving Social Listening for Deep Analytics and Rapid Response
    Marketing
  • Heineken USA: Unlocking the
    Marketing Mix and Consumer Brand Relationships for Sales Impact
  • Intel Corporation: Incorporating
    Big Data/Analytics into a Traditional Market Research Team
  • Kimberly Clark: Using Consumer
    Insights/Data to Create A New Consumer Category through D2C
  • Lowe’s: Data Philantropy:
    Unlocking The Power of Adjacency Across Sectors
  • Research Now: Holiday Shopping
    with All Screens 24/7

And more to be announced!
Download the conference brochure for more details:
http://bit.ly/1d43gx1
Mention code
FOCI14LINK & Save 15% off the standard rate. Register today: http://bit.ly/1d43gx1
Cheers,
The FOCI Team
@TMRE

PepsiCo Chariman and CEO Indra Nooyi to Keynote FUSE 2014

Iconic & Inclusive.
FUSE 2014 brings YOU face to face with the most iconic leaders in design and brand strategy today. With One Collective Voice, FUSE is a forum for all to share stories, inspiration and best practices. This year, we welcome all to discover the incredible magic of FUSE. 
April 7-9, 2014
Radisson Blu Aqua
Chicago, IL
The most riveting, thought provoking speaker lineup in FUSE history takes the stage this year:
FEATURED KEYNOTE SESSION: Why Design? Why Now?

Mauro Porcini, SVP, Chief Design Officer, PepsiCo, Inc.
Indra Nooyi, Chairman and Chief Executive Officer, PepsiCo, Inc.
In this groundbreaking session, PepsiCo’s first-ever Chief Design Officer will ask his CEO, why design? In a candid conversation, they’ll share stories of success and lessons learned in their journey to make PepsiCo a Design-First organization.
To see the full speaker lineup, click here: http://bit.ly/1bKp5RA
PLUS:
  • Phil Duncan, Global Design Officer, Procter & Gamble
  • John Gerzema, Author, The Athena Doctrine
  • Tinker Hatfield, VP Creative Concepts, Nike
  • Doug Rushkoff, Author, Present Shock
  • Simon Doonan, Creative Ambassador, Barneys New York
  • David S. Moore, Vice President & Chief Brand Officer, Ethan Allen
  • Anthony Sperduti, Co-Owner & Creative Director, Partners & Spade
  • David Carson, Designer
  • Seung Chan (Slim) Lim, Designer & Researcher, Author Realizing Empathy
  • Mirko Ilic, Co-author with Steven Heller, Lettering Large

Mention code FUSE14BL & Save 15% off the standard rate. Register today: http://bit.ly/1bKp5RA
Best,
The FUSE Team
@NextBigDesign

TMRE: Shifting to an Emotional Lens in the Drive-Thru

The majority of our thoughts take place in the subconscious mind. Usually, we don’t know WHY we are doing something if we are asked directly, but there is usually an emotional reason for it hidden in our subconscious. 

The folks at Coca-Cola were curious to learn about people’s experiences in the drive-thru. Instead of conducting this research ethnographically, which would involve being right there with consumers in the drive-thru to observe their actions and emotional reactions, Coca-Cola decided to take a different approach and do 30 one-on-one IDIs (in-depth interviews). 

The way they did this successfully was by asking respondents to go through the visualization process, to mentally bring them back to their drive-thru experience. “If you ask them to tell you about one of their memories or experiences, they tell you something you might not have heard otherwise,” says Kristian Aloma from Brandtrust. His team even asked respondents close their eyes while answering some of the questions for better recall of the event. “The key is NOT asking them why. There are ways a trained researcher can get past the surface to uncover their actual experience,” Aloma states.

To Coca-Cola’s surprise, many respondents revealed very emotional experiences at the drive-thru. For some it was a place where they could go in the morning to brighten their day; for others it was a get-away from their hectic routine where they could have someone else take care of them. It was a part of their ritual, and it made them feel good.

The presentation was definitely intriguing, and it was also very educational. I learned a lot about the different techniques that can be used to get respondents to open up about their experiences, especially if an ethnographic study is not possible. I’m eager to tell my team members about the interesting findings of this research!


Mayuri Joshi is Research Magician at April Bell Research Group, a boutique, full-service marketing research firm, committed to delivering fresh insights you can act on! Learn more at aprilbellresearch.com.