Tag Archives: Design

Don’t miss KNect365′s Fall 2016 Event Lineup!

Can you feel it? Fall is in the air, and so is conference
We’re excited to announce our fall 2016 event schedule of 10
Insights, Marketing and Innovation events produced for you to do your job
Our goal through these events is to inspire, inform, and
connect you with leaders from across industries to see, think, and act
Check out the full
event lineup:

TMRE: The Market Research Event
Boca Raton, FL
October 17-20
Use code TMRE16BL for $100 off the current rate.
Buy Tickets: http://bit.ly/2bjGsUg
The Corporate Intrapreneur Summit
New York, NY
September 8-9
Use code INTRA16BL for $100 off the current rate.
Buy Tickets: http://bit.ly/2bDaaBs
Foresight & Trends
Miami Beach, FL
September 27-29
Use code FT16BL for $100 off the current rate.
Buy Tickets: http://bit.ly/2brD48C
Future of Food Summit
Miami Beach, FL
September 27
Use code FT16BL for $100 off the current rate.
Buy Tickets: http://bit.ly/2bSbIIn
FEI:Front End of Innovation Europe
Berlin, Germany
October 5-7
Use code FEIEU16BL for $100 off the current rate.
Buy Tickets: http://bit.ly/2bmcbAW
LEAN Startup in the Enterprise
Hoboken, NJ
October 24-25
Use code LEAN16BL for $100 off the current rate.
Buy Tickets: http://bit.ly/2bQEqJH
Back End of Innovation
New Orleans, LA
November 15-17
Use code BEI16BL for $100 off the current rate.
Buy Tickets: http://bit.ly/2bjHn79
OmniShopper International
London, England
November 15-17
Use code OMNIINTL16BL for $100 off the current rate.
Buy Tickets: http://bit.ly/2bjI943
ProjectWorld & World Congress for Business Analysts
Orlando, FL
November 15-17
Use code PW16BL for $100 off the current rate.
Buy Tickets: http://bit.ly/2bEmcid
FUSE London
London, England
November 30-December 2
Use code PW16BL for $100 off the current rate.
Buy Tickets: http://bit.ly/2bmdNuB
We hope you will join us at one of our events this fall!
The KNect365 Insights, Marketing and Innovation Team

This Week In Market Research: 11/16/15 – 11/20/15

The terrorist attacks in Paris seen late last week have shocked the world and completely rocked the situation in Paris. The fear of terrorism has never been higher and analysts are now saying that this environment of fear could have a high impact not only on policy, but also on the global economy. According to an article put out by Fox Business this week, the biggest economic impact from these devastating attacks will be on how much people spend on travel and tourism. ‘France’s tourism industry is likely to take the biggest immediate punch from Friday’s gruesome events. According to 2014 data from the International Monetary Fund, France is the world’s sixth-largest economy ‘ the second-biggest in the eurozone, and figures from the Paris Convention and Visitors Bureau show the tourism industry makes up nearly 7.4% of the country’s gross domestic product.’ The article also argues that the Paris tourism industry will not be the only area economically affected. Analysts say that given data of past attacks and consumer behavior in the aftermath, people will be less likely to spend money on going to restaurants, cafes, and or concerts (all three of which were targets during the November 13th attacks.) ‘Recent data show overall consumer confidence in the nation fell from an eight-year high in October as consumers were less sure of their ability to add to their savings or make large purchases. In the wake of such abhorrent attacks, it is clear that on top of the emotional stress and trauma France will face, economic stress will also follow. 

In an extremely compelling article on Harvard Business Review this week, the idea of combining thick data with big data is discussed. Now many people may wonder, ‘What is think data’? According to the article, thick data is the data that is generated by anthropologists and individuals trained in observing human behavior and what motivated people. Recently the large majority of businesses either specialize in one or the other. ‘To date, thick data and big data have been promoted and employed by very different people. Thick data has been handled by companies grounded in the social sciences. Big data has been promoted by people with analytics degrees, often sitting in corporate IT functions.’ As the article depicts, little dialogue has gone on between the two. The argument being made is that combining these two approaches can complete a full picture and real solution for some of the strategic problems that CMO’s face. ‘Thick data’s strength comes from its ability to establish hypotheses about why people behave as they do’Big Data has the advantage of being largely unassailable because it is generated by the entire customer population rather than a smaller sample size.’ The article discusses a case study of a European supermarket chain and the tactics their CMO used. The conclusion of the study is that more CMO’s need to ‘familiarize themselves with the strengths and weaknesses of the two data types. I highly recommend this article to anyone in the field of market research, as it illustrates the importance of both types of data. 

An article on Fast Company this week discusses the development and design of Samsung’s Gear VR as it was largely spurred on by consumer insights. According to the VP of Immersive Products and Virtual Reality, Nick DiCarlo, ”Consumer and developer feedback is critical and all of the tweaks we’ve made to the device have been as a result of what we hear from the community. We are committed to continuously improving and bringing this amazing new technology to millions, and that takes a careful ear to listen and learn from the passionate VR community and developers we work with every day.” Many consumers had comments from the previous version that centered around the touchpad which is located on the right side of the headset. In its newest version, Samsung changed the touchpad from being flat and squarish, to a cross-shaped groove that is more conducive to swiping up and down. This article is great example of how consumer insights and market research can impact the design of a product and its evolution thereafter. 

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

The Most Creative Super Bowl Ads of 2015

The 2015 Super Bowl saw last gasp defending, dancing palm trees and a 4th Super Bowl win for New England Patriots quarterback Tom Brady. However, off the field there was a lot of hype over the commercial breaks and which ad would get the best reaction. Despite there being a general consensus that the majority of the adverts didn’t live up to the excitement I picked out my favorites that I thought were a success:
Budweiser ‘Lost Puppy’ ‘ After the massive success of the 2014 commercial, the beer company went for the cute puppy as the main focus of the ad again. This year shows the story of how a puppy finds its way home after accidentally getting lost. The commercial plays on the watchers emotions by evoking sadness, fear and in the end a sense of relief and happiness culminating in the ‘#BestBuds’ slogan. At the end of the day you can’t beat a happy ending, when there is a cute puppy involved! Watch the full commercial here.
Doritos ‘Middle Seat’ – The tortilla chip company once again offered $1 million to the best ad created by the public. The one that stood out for me was of a man on an airplane trying to keep the seat next to him free. He cuts his toenails, plays the recorder and does other silly things, before seeing a pretty blonde who he’d be happy to sit next to, so produces a bag of Doritos to tempt her. The twist and sucker punch for the protagonist is that the lady has a baby so all his work is ruined anyway. The ad is a very easy watch and produces a lot of laughs. Watch the full commercial here.
Toyota ‘How Great I Am’ ‘ This advert ranges from powerful, to elegance, to passionate and sexy. It features Amy Purdy the Paralympic bronze medalist in snowboarding and recent Dancing with the Stars phenomenon with Muhammad Ali’s ‘How Great I Am’ speech playing over the top. It shows Purdy going through the struggles and hard work in training and has features of the new Toyota throughout. It is a very powerful advert that really stuck in my mind. Watch the full commercial here.
Fiat ‘ The carmaker show off their new product that is a crossover and larger version of their 500 version. The ad depicts an unfortunate, but amusing older Italian man who loses a little blue pill that eventually falls into a Fiat 500 which causes it to bulk up and get a lot bigger. Despite maybe causing some awkward conversations for parents, the commercial combines the amusement of an unlucky old Italian man with slightly crude, but effective hilarity of bulking an already successful car to create a great ad. Watch the full commercial here.
Other notable ads included the Snickers advert featuring the Golden Girls and Kia’s entry involving ex 007 Piers Brosnan. The most memorable commercials were the ones that really draw the watcher in and evoke a sense of emotion, whether it makes them laugh, cry or feel inspired. The most successful for me was once again the Budweiser commercial, it was a real good feeling ad which threatened to break the resolve of my English stiff upper lip nature!

About the Author: Harry Kempe, a marketing intern at IIR USA, who works on various aspects of the industry including social media, marketing analysis and media. He is a recent graduate of Newcastle University who previously worked for EMAP Ltd. and WGSN as a marketing assistant on events such as the World Architecture Festival, World Retail Congress and Global Fashion Awards. He can be reached at hkempe@IIRUSA.com.

Report: Mobile Technology is Transforming the Face of Creativity and Design

The New Creatives Report, a U.S. survey of more than 1,000 creative professionals and 500 students in creative disciplines, found that 77 per cent of creatives believe change within the industry is happening rapidly, with two-thirds expecting their role will be significantly different within three years.
Additionally, 87 percent of those who create mobile content believe doing so has had a positive impact on their work. ‘Creatives are going mobile, and this means a sea change for the creative process,’ said David Wadhwani, senior vice president and general manager, Digital Media Business Unit at Adobe.
While a third (36 percent) say they rely on pen and paper for brainstorming, 42 per cent say they use mobile to create content anywhere. Not to mention, 80 percent respondents believe they must learn new tools and techniques and three quarters say that creatives must now work across multiple mediums and disciplines.

According to Wadhwani, “Three in four creatives say that mobile is transforming the face of creativity and design. Nearly triple the number of creatives say they want to use a tablet for idea generation than those who are doing it today. It’s exciting to see that it isn’t only the opportunity to create content for mobile, but also the act of being mobile that these professionals are embracing.’

Check out the full report below:

Be First to Hear PepsiCo’s CEO On Stage at FUSE 2014

In their FIRST EVER on stage appearance together, this GROUNDBREAKING TEAM talks about the delicate and delightful of putting design first at PepsiCo, Inc.
Indra Nooyi,
Chairman and Chief Executive Officer,
PepsiCo, Inc.
Mauro Porcini,
SVP, Chief Design Officer,
PepsiCo, Inc.
Download the full agenda for details:
The only event to unite brand strategists and designers, the 18th annual FUSE event is the experience your peers trust to deliver it all. WELCOME.
FUSE 2014
April 7-9, 2014
Radisson Blu Aqua
Chicago, IL
In design & creative, brand strategy & marketing, trends & culture, insight & foresight.  A curious group of decision makers and influencers.

Where industry legends convene with every day leaders to share provocative, inspirational tales and everyday lessons for the business of design and brands.

Take center stage as we seek to understand new consumer values, trends and behaviors

Are ripe with lessons and new ideas for your own brands. Consumer packaged goods, electronics, retail, media & entertainment, travel & hospitality, financial services, pharmaceutical, transportation and more unite at FUSE.


Experience design
Interactive design
Brand strategy
Industrial design
Graphic & communications design

Download the full program details and discover FUSE for yourself: http://bit.ly/1fYwr8z
Mention code FUSE14LI & Save 15% off the standard rate. Register today: http://bit.ly/1bo9Yi0
Start your FUSE experience today.
The FUSE Team

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:

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
  • 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
The FUSE Team

6 Ideas to Prevent Problem Projects

We in the supplier business are dedicated to our clients’ success. Indeed, when clients succeed, so do we. And since you’re reading this blog, you know that insightful research contributes mightily to business success.
But, what about those studies that go wrong? The ones that under-deliver against expectations, are over-budget, or are late?

Not only can they prove to be poor investments, but in the worst-case scenario, they can even derail a market researcher’s career.

LRW‘s founder, Arnie Fishman, is fond of saying that successful market research invariably comes down to two simple but foundational requirements ‘
1) interviewing the right people, and
2) asking them the right questions.

We couldn’t agree more that these are the two most important factors.

But beyond that, what can we do to avoid falling into the trap of designing and executing the wrong research? Based on having conducted thousands of studies that have succeeded ‘ and more than a handful that have not ‘ we offer these ideas for your consideration:

1. Define the explicit purpose of your study and know the business decisions that it will drive. A lack of clarity at the outset is a near-certain guarantee that the final report and presentation will fall flat. Be vigilant in ensuring this definition occurs up-front and is sufficiently stakeholdered.

2. Know your information objectives, limit them to 3-5 per study, and make them highly specific. Nothing sinks a study like vague objectives or too many of them. And nothing slows down the questionnaire
development process as effectively as a lack of crisp objectives. Guardrails serve an important purpose.

3. Define your relevant universe thoughtfully and exactly. Market research begins with a definition of the market, and too often we are quick to cut-and-paste from previous RFPs. Know who should be screened in and out, and why. And, use your research company partners to help you think this through. They live and breathe it every day.

4. Unless entirely unavoidable, don’t allow timing to interfere with getting clarity on the points above.You will nearly always be forgiven for taking the time to get it right, but may not be if you execute the wrong study quickly.

5. Disclose your budget, even if it’s just a broad set of parameters. The adage of ‘never tell the vendor your budget’ seldom works to anyone’s benefit. Absent your guidance, your research company may unintentionally over- or under-design your study, leading to inefficiency and re-work. It’s no different than hiring an architect to design a house; it’s difficult or impossible for him/her to do their job efficiently without this critical-path information.

6. Be clear on whether your most top priority is timing, budget, or quality.  It’s seldom possible to find a solution that checks all three boxes. Help your potential research partners to help you by knowing your decision criteria and conveying them to all involved. Remember that when ‘everything’ is top priority, nothing is.

Perhaps you noticed a reoccurring theme in this post, which is essentially that clarity counts. Ensure the success of your next study through specificity and clarity of thought from the outset. Then, not only will you be an all-star client, but your results will serve as sturdy guideposts upon which you can depend.


Eric Asch has over 25 years of experience in marketing research, strategy development and competitive intelligence. As a Senior Vice President, General Manager at LRW, Eric is known for insightful, executive-oriented analyses to guide marketing, operational, legal and regulatory stakeholders.

The 4 Phases of Customer Maturity

These days the list of things that can go wrong in creating and managing the processes that comprise the execution of the customer experience is endless. Despite the complexities in managing all aspects of the customer experience, companies’ intentions are in the right place.
In fact, a Forrester study has revealed that companies are ambitious when it comes to customer experience (CX). Forty-seven percent of executives use CX as a competitive differentiator in their industry. But their efforts are weak as just 53 percent measure CX quality consistently, leaving half without a way to tell if they’re succeeding. Additionally, less than a third track everything the firm is doing to improve experience. Only 15 percent follow a design process ‘ meaning that 85 percent of firms have no systematic approach to determine what a differentiated CX looks like.
Forrester found that CX leaders achieve customer maturity when they follow a path: Repair, Elevate, Optimize, and Differentiate. Recently, Principle Analyst Megan Burns shared the four requirements necessary to advance each phase with 1to1 Media.
1. Repair
Before they set out to create experiences that satisfy customers, firms should first fix the experiences that pain customers. By doing that, CX leaders begin to change the way their businesses operate. In these initial steps, they must identify problematic customer experiences, prioritize the fixes, coordinate implementation, and measure results.
2. Elevate
In this phase, Burns says to share customer insights routinely, measure thoughtfully, and use the metrics to reward. Most importantly, take best practices and made them standard.
3. Optimize
To take CX from OK to good, companies need to develop sophisticated CX toolkits. That’s why, in phase 3, customer experience leaders should: model the relationship between CX and business results, build strong experience design practices, and sharpen employees’ CX skills.
4. Differentiate
Burns said that organizations that succeed at differentiating their CX do so because they’re unwilling to think differently. This requires companies to deploy advanced research techniques to mine for new types of insights. It also requires the development of a business architecture that’s based on customer journeys instead of internal processes.

Amanda Ciccatelli, Social Media Strategist at IIR USA in New York City, has a background in digital and print journalism, covering a variety of topics in business strategy, marketing, and technology. She previously worked at Technology Marketing Corporation as a Web Editor where she covered breaking news and feature stories in the tech industry.  She can be reached at aciccatelli@iirusa.com. Follow her at @AmandaCicc.