Tag Archives: future

Trend Trek: Exploring Trends and Collecting Insights in Chicago

By: Stephan Paschalides
As part of OmniShopper, Stephan Paschalides from Now Plus
One, led a group of conference attendees on a 3.5-hour Retail Trend Trek
through Chicago. The fundamental goal of this inspirational immersion was to
explore current marketplace trends and collect valuable insights that are
relevant to participants, no matter their brand or agency affiliation.
We visited several retail locations of new and established
brands, including Bonobos, Shinola, TOMS, Warby Parker, The Tie Bar, DAVIDsTEA
and BucketFeet. At each stop, a brand associate shared thoughts about the brand
and specific retail location, and then we had the opportunity to ask questions
and explore the store space and products. We were very impressed at the high
level of engagement by the group, and at the sheer amount of insights we uncovered
in such a short time!

We’d love to share some of the highlights of our Trend Trek
in terms of insights:
??        
The brands we visited actively encourage
employee participation by inviting them to share feedback, incorporating their
ideas into the brand or store, and allowing them to make changes to the retail
space. Because of this two-way relationship, employees act as enthusiastic and
powerful brand representatives, rather than mere retail workers.
??        
Each of the individual retail establishments we
visited takes pride in participating in the larger community. They hold events
for the neighborhood, share products with other stores, and give back to local
Chicago communities. This allows even the bigger and global brands to feel
authentic within the local community.
??        
The brands we encountered are transcending the
retail experience by creating a movement for change. Shopping at many of these
store locations is more than just a transaction; instead it feels like a way to
participate in the brand’s movement whose goals included issues like
eradicating poverty, connecting people to artists, and revitalizing craft in
America.
??        
Despite the current industry obsession with
having digital presence, there remains a strong consumer desire to offer
tactile, sensory and emotional experiences in physical retail environments.
The Trend Trek participants reported than they felt
invigorated by getting out of the building and exploring Chicago. We
consistently find that there is a lot of power in exploring parallel
categories, as it helps participants think more conceptually, and allows them
to translate fresh insights to their own category.
Stephan Paschalides is
the Principal of Now Plus One, a
cultural insights agency specializing in market immersions. He will be leading
a Trend Trek at Foresight & Trends 2015 in Los Angeles.

Surveying Tomorrow: 4 Futuristic Research Tools & Their Challenges

Originally posted on
the Field Agent blog.
Survey Research in the
era of ‘The Internet of Things.’ As emerging technology continues to give birth
to new, Internet-enabled research tools, the future of survey research looks
very promising. Yet as promising as tomorrow looks, it also promises
uncertainty and challenge. To demonstrate this duality, the promise and
challenge of future research opportunities, we recently surveyed 500 consumers
to gauge their attitudes toward 4 hypothetical, futuristic survey
tools.    
Tomorrow. 
Few words hold so much promise and, yet, so much uncertainty
as tomorrow. 
This is particularly true in the field of survey
research. 
On the one hand, we can expect emerging technology to
continue to produce a steady stream of new and promising research tools. Most
of these tools will, of course, be enabled or enhanced by the Internet in some
way. On the other hand, the advent of such tools will likely raise new
questions about everything from consumer privacy to survey fatigue.
For a few minutes, we’d like to invite you on a quick trip
into the research world of tomorrow, where we’ll attempt to demonstrate this
duality’that is, the promise and the challenge’of survey research in the
future.
More specifically,
we’d like to introduce you to 4 exciting and promising futuristic product
concepts as well as the research possibilities and challenges that could arise
out of them. Toward the end of the article we’ll also offer 3 quick takeaways
from the study. 
With this end in mind, Field Agent recently conducted a
mobile survey of 500 consumers across the country. Who better to ask, we
thought, about the potential of tomorrow’s consumer products, consumer
research, and consumer apprehensions than consumers themselves?
The sample was divided evenly between males and females. We
further limited the survey to what might be called “future
generations,” in this case, to consumers ages 18-44. Respondents in 48
states completed the survey.
Marketers have long realized that receptivity toward new
ideas and products varies drastically among consumers, with some being more
open to innovation than others. Consequently, at the end of our survey, we
asked a single question that allowed us to categorize respondents into five
groups, the structure of which we adapted from Everett Rogers’ work
on the “diffusion of innovation”: innovators (among the
first to adopt a product), early adopters (before most people), majority (at
the same time as most people), late majority(after most people), and laggards (among
the very last). This allowed us to interpret the data more responsibly and more
meaningfully.
4 Futuristic Products
& Research Opportunities
1.     
Virtual In-Store Personal Shopper
You’re on aisle 8 at your favorite grocery store, lingering
as you try to decide between three brands of corn flakes. The smartphone in
your pocket buzzes. A message from the store has been delivered to your phone:
‘Do you need help deciding on the right breakfast cereal,’ it asks. You respond
‘yes,’ prompting an interactive conversation with what amounts to a virtual
personal shopper.
No doubt retailers and brands would sense potential in such
an innovation. But, of course, it can only fly as high as consumers allow it.
Will they find this virtual personal shopper appealing?
We asked 500 consumers this very question. Only 27% said
they’d find such virtual assistance either ‘extremely’ or ‘very’ appealing.
Compare this with the 38% who said they would find the personal shopper ‘not at
all appealing’ or only ‘not very appealing.’ The X factor in this case might be
the middle 35%, who said they would consider it ‘somewhat’ appealing. 
They could, after all, tip the balance.
Responses followed a fairly predictable script throughout
the survey. Innovators and early adopters demonstrated greater openness to the
virtual personal shopper as well as the other products to come. In fact, 45% of
innovators and 33% of early adopters said they’d consider the personal shopper
either ‘extremely’ or ‘very’ appealing. Only 11% of the late majority and 16%
of laggards responded likewise.
May I Help You?
Now imagine the virtual personal shopper has been so
successful that the grocery store and the brands it carries decide to use it as
an opportunity to collect in-the-moment consumer insights.
You leave the breakfast cereal aisle and enter the pet
section. You recall that your dog, Fido, is out of dog food, so you throw a
mammoth 50 lb. bag into the shopping cart. Again, your smartphone buzzes. This
time the message asks, ‘Why did you choose Brand X dog food,’ and a list of
choice options appear on the screen.
We first gauged whether consumers would be willing to
respond to the survey. Only 21% of respondents fell in at the upper end of the
option range, answering that they would be either ‘extremely’ or ‘very’ likely
to respond to the survey. Practically double this amount, 43%, answered either
“not at all likely” or “not very likely.” 
Unsurprisingly, innovators (34% extremely or very likely)
and early adopters (25%) were more willing to respond to the survey than the
majority (17%), the late majority (9%), and laggards (11%).
And what about their general comfort level the survey?
Combined, 39% said they’d be either “very” or “somewhat”
uncomfortable receiving this type of survey while they shopped, one point
higher than the 38% who indicated they’d be more or less comfortable with the
notion.    
Consequently, it seems, upon initial impression anyway, that
many shoppers would be somewhat or severely apprehensive about responding to a
survey of this nature while navigating and shopping a store. Learn more about
the Point of Influence??. 
2.     
The Really ‘Smart’ Washing Machine
You just purchased the latest and greatest washing machine
on the line. Among other features, this smart washer has a compartment for
holding your laundry detergent. When the detergent level gets low, this
Internet-connected washer has the ability to automatically reorder your
favorite detergent brand. There is no need to go to the store to pick it up;
the washer can have a new bottle delivered directly to your door.
By and large, consumers in our survey were excited about
this product concept. 69% responded ‘extremely’ or ‘very’ when asked whether
they found the concept appealing, and only 3% answered ‘not at all appealing.’
Innovators (72% extremely or very appealing) and early adopters (56%) once
again led the pack with their enthusiasm, while the late majority (24%) and
laggards (32%), well, lagged behind.
An Inquisitive Washer
Then, one day, you try a different brand of laundry
detergent, which you place in your washer’s detergent compartment. The washer
instantly detects the new brand and sends a short survey to your phone asking
you why you decided to switch brands.
Would you respond to such a survey? Among our sample, 31%
indicated they would be ‘extremely’ or ‘very’ likely to respond, yet only 15%
said they would be completely closed to the idea (‘not at all likely’).
Innovators (54%) showed the highest willingness to respond, and laggards showed
the lowest (21%).
But what about their comfort level with such an inquisitive
washer? Only 19% said they would be ‘very comfortable’ with the idea while
an additional 26% said they’d be ‘somewhat comfortable.” Together, 28%
were “very” or “somewhat” uncomfortable.    
  
Consequently, consumers appear to be a little more open to
the idea of a smart washer that poses survey questions than a virtual personal
shopper working on behalf of a store. Context matters. 
3.     
Wearable Health Monitor & Alert System
An alarm sounds: beep, beep, beep. The signal is coming from
the Internet-connected device on your wrist. The point of the device is to
monitor key health measures such as pulse and blood pressure. After detecting a
series of unusually high blood pressure readings, the device has sent you a
message informing you of the fact and advising you to visit a doctor.
Appealing? Our sample thought so. Altogether, 69% said
they’d find this health monitor and alert system either ‘extremely’ or ‘very’
appealing, while only 7% responded ‘not very appealing’ or ‘not at all
appealing.’ A strong majority of innovators (81%), early adopters (74%), and
even the majority (71%) registered responses at the high end of the option
range (extremely or very appealing).

See also another study on the Staying
Power of Smartwatches.
Taking Your Medicine

Suppose this same health device had the ability to monitor
your medicine intake. It noticed you had taken only one dose of a prescription
you’re supposed to take twice daily. The device then sent you a survey asking
if you’d be interested in a new medication that works as well as your present
prescription but that only needs to be taken once a day.
We asked our sample of 500 whether they’d be willing to
respond to the question.
Significantly, 44% said they’d be ‘extremely’ or ‘very’
willing to answer the short survey, and only 23% said they’d be ‘not at all
likely’ or ‘not very likely’ to respond.

Compare this 44% rating to the 21% (virtual personal
shopper) and 31% (smart washer) ratings from the previous two discussions.
Consumers appear more willing to respond to surveys when the focus is something
as important as their health or, perhaps, when the survey questions pertain to
something as expensive as prescription drugs.
Respondents also demonstrated higher comfort levels with a
survey of this type. 55% said they would be ‘very’ or ‘somewhat’ comfortable
receiving the question from a wearable health monitor/alert device, while only
37% felt this way about the personal shopper survey and 45% about the smart
washer survey. Regardless of the reasons for their greater receptivity toward
the health survey, once again, it seems context matters.
5.     
Remote Atmospheric Control System

You’re four days into your summer vacation when you start
fretting about your home: Did I leave the thermostat too low? Has anybody
tried to break in? Fortunately, your home is equipped with an
Internet-connect atmospheric control system that allows you to change your
home’s temperature and/or lighting level using nothing more than an app on your
smartphone. You turn down your air conditioning’saving you money. You turn on
your lights’leading potential intruders to think someone is home.  
Our sample considered this concept highly attractive. In
fact, wholly 87% said they’d find it ‘extremely’ or ‘very’ appealing. Only a
modest 2% responded with either ‘not at all appealing’ or ‘not very appealing.’
Predictably, innovators found it comparatively most alluring (71% responded
extremely appealing), while laggards found it comparatively least alluring (42%
extremely appealing).
Anybody Home?
This atmospheric control system detects that you’ve been
away for some time. It sends you a survey asking if you’re on vacation and, if
so, to tell it about your vacation
planning and spending.
Though consumers were enthusiastic about the product itself,
they were less so about its surveying capabilities. Respondents admitted they’d
be apprehensive about answering such a survey. Almost half (47%) said they
would be ‘not at all likely’ or ‘not very likely’ to respond. Compare this with
the 31% who would be ‘extremely’ or ‘very’ likely.
Seemingly always open to new ideas, innovators showed
relatively high willingness to respond to the question posed by the atmospheric
control system. A whopping 61% indicated they would be ‘extremely’ or ‘very’
likely to respond, while even the early adopters (normally a close second to
innovators) registered only 35% on the same measure.  
Nor was the sample particularly comfortable with the
prospect of a system that would monitor their coming and going and pose
questions about their vacation planning and spending. At 24%, the highest
single response category was ‘very uncomfortable.’ In all, 44% said they’d be
either ‘very’ or ‘somewhat’ uncomfortable, in contrast with the 37% who said
they’d be more or less comfortable receiving such a survey.  
Conclusion: 3 Quick
Takeaways
1.     
As we gaze into tomorrow to consider the
possibilities for survey research, context really does matter.
As seen, consumers will likely be more willing to respond to
surveys when they think they’ll derive a meaningful benefit from their
participation. A survey that rewards the consumer with, for instance, truly
useful information or significant cost-savings will receive a warmer welcome
from consumers than one perceived as a disruptive marketing tactic.

2.     
As new survey tools emerge, companies and
research firms should consider first developing the tool among, and perhaps
even exclusively targeting, those consumers most open to new ways of doing
things.
As witnessed time and again in this study, innovators and
early adopters are generally more responsive toward innovative surveying
methods. Consequently, companies and research firms may find distinct
advantages in focusing their efforts on these two comparatively receptive
consumer classes before trying to reach markets at large.
3.     
A promising future for survey research also
promises challenges.
As this article demonstrated, the future should present
researchers with many opportunities to piggyback off emerging,
Internet-connected products, affording new avenues for collecting consumer
insights. But caution is advisable. As seen, consumers will often relish the
products themselves, yet look on their potential in-built surveying
capabilities with apprehension or disapproval.
Ultimately, survey researchers should embrace the future
boldly. New technologies will produce new and perhaps better surveying methods.
Yet we cannot forget the consumer in ‘consumer research.’
The survey tools of
tomorrow must account for the attitudes and behaviors of consumers’if they are
to realize their promise. 
Mobile research and audits from Field Agent combine mobile
technology and crowdsourcing to
reduce the costs, wait times, and other limitations of traditional methods’all
without sacrificing quality
. Whether you need accurate in-store
information or rich consumer insights, call on mobile research and
audits by Field Agent. 
About the Author:  Renee Brandon is the Vice President of
Research at Field Agent, where she provides leadership and direction to a team
of research analysts. She works closely with clients to clarify their business
problems and to determine the research solutions best suited to their needs.  With more than 20 years of experience as a
market research executive and strategist, Brandon provides expert advice to
Fortune 500 clients across many sectors, including retail, consumer package
goods, technology, healthcare and not-for-profit industries. She specializes in
consumer insights, shopper insights, research methodologies and survey data
analysis. Brandon has a Masters of Arts in History from the University of North
Carolina at Chapel Hill and a Bachelors of Arts in History from Austin College.
Like what you’ve
read? Hear Renee Brandon and other industry leaders speak at the OmniShopper
2015 Conference in Chicago July 20-22 and revolutionize your shopper strategy
to get ahead in the emerging retail landscape.

The TMRE 2015 Brochure is Now Available for Download

The Market Research Event 2015 brochure is here! TMRE is your industry’s #1
Insights Event, giving you access to the most insights professionals all in one
place at one time.
Translating insights into bottom line impact and
demonstrating the new business value of research is the holy grail. Level up
your skillset and ensure insights remain indispensable to your business.
Seismic shifts are banging at your door. Drive your future and shape the
industry’s future at TMRE.
Download the brochure
for full program details: http://bit.ly/1SHxDRB
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150+ research and insights speakers
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Level up your skillset and ensure insights remain indispensable
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Cheers,
The TMRE 2015 Team
@TMRE
#TMRE15

Themarketresearcheventblog.iirusa.com

Exclusive Interview: How Google is Disrupting Market Research with Technology

From the collection of data to the curation of insights,
technology is disrupting market research at every turn. And, it’s new
technologies that are driving this significant change. Traditional research just
isn’t enough anymore.  Brand new ways of
working including lean product development, remote collaboration and
accelerated cycles are requiring that look at research through a different
lense. They are enabling us to gather insights in new and exciting ways, but
also inundating us with myriad sources of data about users that needs to be
synthesized.
Fortunately, this year the producers of The Market
Research Event present InsighTech:
Innovations in Research Methodology & Technology – an event that covers innovative
new ways to deploy mainstream methodologies and presents emerging technology
likely to disrupt the industry even further.
We recently sat down with our InsighTech keynote speaker and Google’s Head of Digital
Transformation Joris Merks-Benujaminsen for an in-depth interview about how
market research is being transformed and disrupted by new technology and how
Google is participating in this transformation.
IIR: How is
technology disrupting and transforming market research?
Joris: I believe
the biggest disrupting factor in market research is the emergence of behavioral
data. In performance marketing organizations you can already see people do a
lot less market research because they rely on real-time optimization and A/B
testing. This doesn’t mean the skills of market research companies are not
useful to the type of questions these companies have. I believe research
agencies can add a lot of value there like they do for instance in brand
building organizations.
Attribution modeling on consumer journey data is for
instance something a lot of performance marketing companies struggle with.
Research companies can be of help if they learn to work with the big consumer
journey databases of their clients and if they can embed analysis outcomes in
the real-time decision making tools that performance marketers use. Also,
behavioral data is very good at delivering the ‘what’, but not so good in
delivering the ‘why’. Questionnaire research and qualitative research can often
add a layer of insight to A/B experiments and other behavioral insights. Again
the art is embedding these insights in the real-time decision making tools
rather than presenting findings to facilitate a one off decision.
IIR: How is
Google specifically disrupting market research?
Joris: Google
analytics in combination with full stack solutions like those of Doubleclick
are likely to have most impact on the role of market research. The biggest
limitation of behavioral data currently is the fact that it is shattered all
over the place. Full stack solutions allow clients to bring data from many
sources together in one system so they provide deeper insight in consumer
journey and consumer behavior. The biggest opportunity here would be to help
clients with that integration of data sources, help them create a structure of
analysis and dashboarding to get the most useful insights out of these complex
databases and finally add deeper layer of insight based on traditional research
methods that can be utilized in the real-time interpretation of the behavioral
data.

IIR: How do you
sort through the current technology trends to uncover what will eventually
change how you do business?
Joris: The
reality is that the technical capabilities to support what you could call the
‘strategy of the future’ are already here now. So the main thing you need to do
is look at the separate technical capabilities and put them together in one
strategic puzzle and then estimate the sum of that puzzle. Full stack solutions
for instance are already here and have most of the capabilities you need to
bring the right advertising message to the right person across the full
consumer journey. Despite that, most companies still use full stack solutions
to get better CPA’s at the end of the funnel, or they use them to run big bulk
deals at the earliest stage of the funnel. Strategies do not yet guide
consumers from awareness towards purchase and loyalty step by step.  Full stack solutions are also already starting
to embed algorithms for data driven attribution modeling. Very few clients
however have successfully integrated their available data sources in the
system, so they can start running meaningful calculations on the data.
Also, you can only gather behavioral data across the full
consumer journey if you have meaningful content across the full consumer
journey. You can only track behavior if people interact with your own online
domains. You can’t for instance track interactions with the website or
advertising of a competitor or a comparison site that is not your own (you can
in a research panel, but not in your own real-time tracking systems). If you
focus your marketing efforts completely around the last stage of the purchase
process, that is the first moment people arrive at your domains and start
transmitting behaviors that you can store in your database. If you invest in
content strategy that offers consumers answers to questions they may have in
the early process of purchase orientation (for instance ‘what are the nice
areas in Asia to visit’ instead of ‘book your hotel now’), they will interact
with your domains much earlier and your database gets richer.
So, the power of data is not just dependent on data
infrastructure, but also on the (branded) content you offer. Hence even though
all systems are already in place, advertisers are not anywhere close to
utilizing the full possibilities. Understanding the interdependencies between
various systems helps you put the puzzle together to predict how the future
changes business.
IIR: In the
digital age, what IS the new consumer angle at Google?
Joris: Digital
marketing has focused on last click attribution for many years. The early parts
of the consumer journey, which include branding, have been ignored for too
long. Questionnaire research and behavioral research in opt-in panels has shown
us that consumer journeys are long and complex and that you need to guide
consumers through step by step. Most data related efforts both of Google and
other digital companies nowadays are about making the consumer journey
transparent and offering the right message at the right moment for different
types of people.
Quantifying the impact of brand advertising is part of that
challenge since brand impact is basically a delayed conversion. We have tools
that allow you to measure brand impact as a one off study (e.g. exposed
unexposed methodologies) or tools that help calculating visibility, reach and
online GRP’s, however what you really want is optimizing your campaigns on
brand impact real-time and with the same level of detail as what you do in performance
marketing. The key lies in translating traditional brand metrics towards
behaviors that are a proxy of those metrics (e.g. likes, subscribers, comments,
voluntary views etc). Only behaviors help you optimize campaigns real-time.
That is not possible using questionnaires because those don’t scale will
enough. If behavioral proxies of brand impact can be embedded in full stack
databases and in data driven attribution algorithms we are a step closer
towards the future of marketing and advertising.   
IIR: How is
wearable technology affecting market research?
Joris: I see
wearable technology as part of the mobile trend and the diversification of
devices. The big challenge here is that again there is an extra factor that
contributes to the shattering of data. Cross-screen, cross-device and cross-channel
behavior makes it harder to follow consumers throughout their journey towards
purchase. Advertisers together with their data partners need to think
intelligently how to find unique identifiers that help keeping a consistent
view of their clients so a person that just visited a website on a mobile
device is not treated as a completely new visitor if he or she visits the
desktop site five minutes later.
IIR: What is the
best innovation in market research that you have seen? 
Joris: I think
the industry has taken big steps in building the first panels where digital
behavior can be tracked across devices with software. In the best cases these
same panels also track online and offline purchase behavior. For instance together
with Gfk that has allowed Google in the Netherlands to run more than ten
studies looking in detail at the consumer journey of consumers in various
product categories. These studies provide a level of insight that you can’t get
anywhere else. Not by using questionnaires or qualitative research and also not
by looking at your own real-time behavioral data. Advertisers are really happy
with these kinds of studies.
IIR: Where do you
see market research technology going in 5 years?
Joris: I hope to
see a full integration between questionnaire research and qualitative research
on the one hand versus the use of behavioral data on the other hand. I believe
traditional research can add a lot of value that helps using behavioral data in
more intelligent ways. Research agencies need to think how to embed outcomes of
traditional research methods to enhance real-time decision making like for
instance the intelligence of real-time bidding in programmatic marketing or the
interpretation of real-time A/B tests.

Want to hear more
from Joris? He will be presenting a keynote session entitled ‘Digital
Transformation for Data Driven Professionals’ at InsightTech on Tuesday, May 5th
at 10:15 am. Learn more about the event and register here: http://bit.ly/1C4fJnr
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 1stDigital Impact, STEAM Accelerator 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.

The Future of Technology & the Future of Consumer Disrupts MRX at InsighTech

Technology is having a profound effect on the state of your industry.  When it comes to staying ahead of the curve, timing is everything. Technology is revolutionizing the way we understand and engage with customers more rapidly than ever before. Understanding the impact of technology on how to gather data and curate insights has become a critical part of our job.
From the producers of The Market Research Event, InsighTech will address not only new innovative ways to deploy mainstream methodologies AND present emerging technologies likely to disrupt our industry even further. You’ll hear how companies like Orbitz Worldwide, Google, LinkedIn, Twitter, Clorox, Unilever and more are pairing new technologies with existing methodologies to deliver quality insights.  Our dual approach ensures you will be able to apply what you learn immediately and prepare for the future.  Having a holistic view of the consumer is the key to brand loyalty. 
InsightTech
Innovations in Research Methodology & Technology
May 4-6, 2015
Intercontinental
San Francisco, CA
Leading market researchers are gathering at InsighTech , May 4-6 in San Francisco, to address the major trends and critical developments in technology and how they are revolutionizing the way businesses understand and engage with their customers.  Download the brochure: http://bit.ly/188ibM3
Learn best practices for gathering insights into digital consumer behavior from our distinguished speakers:
??         Digital Transformation for Data Driven Professionals
Joris Merks-Benjaminsen, Head of Digital Transformation, Google
??         The Future of Market Research
Robert Moran, Partner & Global Head, Brunswick              
??         Insight title and Eye Tracking & Virtual Reality Stores
Andrew Smith, Director, Marketing Research, The Hershey Company
??         Finding Your Future Customers
Tamara Carleton, Ph.D., CEO & Founder, Innovation Leadership Board LLC
William Cockayne, Ph.D., Strategic Foresight & Innovation, Stanford University
And many more!
Download the all new conference agenda: http://bit.ly/188ibM3

A curated mix of case studies, high-touch tech demos, and off-site excursions will provide you with a completely updated toolbox of more efficient and effective strategies to understand your consumers and your markets. 

Join other executives looking to stay ahead of the curve. 
Mention code TECH15BL & Save $100 off the current rate. Register today: http://bit.ly/188ibM3
RSVP to the event: http://bit.ly/18fYORR
We hope to see you in San Francisco!
Cheers,
The InsighTech Team
@TMRE
#InsighTech15

Themarketresearcheventblog.iirusa.com

Digital Improves Patient/Doctor Relations

Digital impacts on consumer insights have grown more vital in improving customer inclusion. Disruptive innovations are becoming paramount to improving consumer experience. These innovations span a wide variety of fields and a recent system has been introduced to the healthcare industry that has revolutionized patient involvement, physician time management and the health of patients.
Collabobeat, the brainchild of Italian entrepreneur Floriano Bonfigli, is a system designed to share doctor’s notes with their patients. The patient then can use the system to see what the doctor recommended when home in case they had either forgotten or weren’t clear on what was instructed. In the US alone, billions of dollars are wasted due to patients not following their doctors instructions. Thousands of patients become ill or potentially worse as a result.
The system has been trialed at 3 American hospitals involving 100 physicians and 10,000 patients. The results in general showed a huge success for the system. It was found that there was a 70 percent increase in patient medical adherence which leads to improved results in patient recovery. The results also showed that 92 percent of the doctors spent less time addressing patient’s questions outside of consultations. This platform for increased connection with the patient helps to give them a sense of involvement and empowerment. It stops information from the physician getting lost in translation as the ability to comment on and reread doctors notes means less of a chance for the patient to get instructions wrong, thus not putting themselves in harm’s way.
The system will be integrated into other software that is already utilized in the healthcare industry. The merging in of the system allows patients in time information at their fingertips that allows for a better relationship between patient and doctor. A strong relationship between industry and consumer is important in making the service feel more personal to the consumer.
Innovations like these show the greater need for consumer interaction that will improve experiences across industries. Better physician and patient relationships can translate into other fields such as retail whereby increasing the amount of information that is available for the consumer helps with their decision making and thus giving them a better retail experience.
Information is key to improved customer insights and digital impacts are increasingly improving the way in which industries and consumers interact. Personalization is key to making the customer feel more involved and having as much knowledge as possible about what they need. In a world that is becoming increasingly mobile and interconnected, digital innovations are becoming more important for the future of consumer insights.

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.

InsightTech’s Full Brochure Released

Updated Program Details Now Available!  Download
the Brochure: http://bit.ly/1zSM6Bi
Market researchers are in a transitional point in their
careers. They are being challenged with new and advanced technologies, as well
as, major business process changes including, lean product development, remote
collaboration and accelerated cycles.

Traditional Research is not enough. How do you evolve as a researcher? What
technologies and methodologies do you need to stay updated on?  What will
market research look like in the near future? 
Plus, $400 Early
Registration Savings extended to today, Tuesday 2/10:
http://bit.ly/1vC1ELt
At InsighTech 2015 Noted Futurist and Market Research
Executive, Robert Moran will take you on a tour of the industry’s
past and alternative futures.  Discover which social, economic and
technological factors are shaping the futures of market research and what that
will mean to you and your career.  
Joining Robert on
stage: 
??        
Why Surveys are Necessary but Not Sufficient:
Blending Old and New Methods for Understanding Digital Consumers
Stacey Symonds, Senior Director of Consumer Insights, Orbitz Worldwide
??        
Evolving Organizational Intelligence Structure:
Where does Market Research Fit?
Dr. William MacElroy, Chairman, Socratic Technologies, Inc.
??        
Innovations in Survey Research
Samrat Saran, Sr. Manager, Consumer Insights, PepsiCo
??        
Combining Data from Mobile Behavior, Survey
Responses, and Online Discussions To Uncover Why Some Apps Keep Users Engaged
More Than Others
Nicole Dvorak, Data Scientist, Forrester Research
Download our just
released conference brochure:
http://bit.ly/1zSM6Bi

We know the old techniques aren’t working… Do you have the insight and tools
needed to deal with this new future? Join us at InsighTech.

Register by today, Tuesday, 2/10 and
save $400:
http://bit.ly/1vC1ELt

Cheers,
The InsighTech Team
@TMRE
#InsighTech15
Themarketresearcheventblog.iirusa.com

Is the Internet of Things the Future of Customer Experience?

Retailers are constantly looking for ways to improve their customer experience and the increasing move from the physical world to the online world means the Internet of Things (IoT) is becoming the future of customer experience. The IoT is a network of objects, products and services that are digitally interconnected and can communicate with each other without human interaction. Without sounding too utopian, it means that maybe in the near future your watch could soon communicate with your television which in turn could control how much water your vegetable garden gets. In essence it makes our lives a lot easier.
These advances in smart technology mean that everything we do can become more programmable and personalized, which is a huge benefit for retailers and customers alike. The IoT means that real time analytics will be able to give customers a better and often more efficient retail experience. For example, Internet technology such as Bluetooth beacons will be able to connect with smartphones as customers enter a store and check their movements. When compared to the customer’s purchases, it can help to create an idea of what the optimum layout for the store should be, which in turn will aid the retailer’s future revenue. In terms of customer aid, in one French clothing store Kl??pierre, there is an ‘inspiration corridor’ that means the customers can receive information and images of recommended clothes using a Microsoft Kinect body scanner. The clothes will come up on screen and they can pick and choose what they like and the whereabouts of the clothes are linked with their smartphones so they can easily be found. These in time analytics help to create an easier and more unique experience for the shopper and retailer.
Zebra Technologies have found that almost 96 percent of retail decision makers are prepared to implement the changes in order to utilize IoT technologies. It was found that 67 percent have already implemented IoTand 26 percent planning to use it within the year. More than half of the firms surveyed expect IoT to give them greater information about the condition and whereabouts of items which will lead to a better customer experience and new revenue streams. Already technology such as RFID has given benefits to retailers such as 99 percent inventory accuracy and a 2-7 percent sales increase. Research firm Gartner believes that by 2020 we will have 26 billion smart and connected products in use (around 3.3 devices per person, not including smartphones and tablets).  
However, there are drawbacks – Zebra Technologies found that 56 percent of the companies said integration challenges were a big problem to adopting the IoT and 47 percent were concerned about security and privacy. There may be a lot of people who would not like to have their likes and locations constantly tracked and analyzed.
The Internet of Things does seem to be the future for retail. This divergence of the physical and digital world means retailers will be increasingly providing a service as well as just a product. By providing a better service and improving the consumer’s experience will ultimately result in higher revenue and keep customers coming back.

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.

Mondelez International Reveals How to Measure ROI for Social Media Marketing

Twenty years ago, in the early days of cable, brands like the Food Network and the Discovery Channel were built, and they became iconic brands. They became very large businesses with huge consumer followings that have also been attractive to advertisers. What’s different this time around is that by using new digital platforms like YouTube, Facebook, and Apple, you are able to get global distribution and global monetization instantly.”*

The use of digital platforms is no longer the way of the future, or something that’s nice to have – it’s how your consumers are engaging with different media brands. Earlier this year, at The Media Insights & Engagement Conference, we had Twitter’s Global Ad Research Director Jeffrey Graham take the stage to showcase not only how PEOPLE use Twitter, but also how COMPANIES are using the platform to connect with users.

For 2015, we’re taking social one step further with B. Bonin Bough, Vice President of Global Media and Consumer Engagement, Mondelez International. During his keynote, Measure ROI for Social Media Marketing, B. Bonin will help you truly understand the impact of social on your distribution strategies and how you can build even stronger, more meaningful connections with your consumers.
The Media Insights & Engagement Conference 2015
February 3-5, 2015 // The Westin San Diego // San Diego, CA
Plus, you’ll also hear from Hulu, Amazon, Netflix, iHeartRadio Clear Channel, Revolt TV, Discovery Communications, A+E Networks, Viacom, NBCUniversal, ABC TV, Univision, CBS Corporation, Turner & more. Click here for the full speaker list: 
Download the agenda for full session details: http://bit.ly/1A5Eb4s
Introducing the REMI [Research Executive Media Insights] Award for Outstanding Contributions to the Media Industry! The Media Insights & Engagement Conference team would like to acknowledge an individual whose outstanding contributions, innovations, or leadership has impacted the way research has shaped the media industry and entertainment landscape. The REMI Award recipient will be announced during The Media Insights & Engagement Conference on February 3-5, 2015.
Submit your nomination by Friday, January 2nd and save 20% off the standard rates: http://svy.mk/1GkDjc5
Mention code MEDIA15LI and save 15% off the standard rate. Register today: http://bit.ly/1A5Eb4s
We hope to see you in San Diego this February, as we explore the new world of multi-platform, hyper-viewing in the post-disrupted media landscape.
Cheers, 
The Media Insights and Engagement Conference Team
@_MediaFusion
#MediaInsights15
digitalimpactblog.iirusa.com

* Quote by Steven Kydd, Co-Founder Tastemade from NBCUniversal’s 2014 Curve Report

Become a Better Leader and Secure Your Organization’s Future

“Companies with high leadership qualities were six times more likely to be among the top 20 financial performers of all organizations.”

Want to do your part to launch your organization into the top 20?

We are excited to announce that NACCM and the Windsor Leadership Group have partnered together to bring you a truly unique learning event: Creating Magic through Leadership & Service Excellence. This learning event offers the skills and insights you need to further develop your leadership skills (based on best practices from Lee Cockerell’s Disney Great Leader Strategies – used to train over 7,000 leaders at Walt Disney World!) and secure your organization’s spot at the top.

Visit the website for more information: http://bit.ly/1sgi2j9
Facilitator William Greenwald, Founder & Chief Neuroleaderologist, Windsor Leadership Group will lead attendees through self-exploration, Disney-based leadership and service case studies, hands-on learning exercises and group experiences in the Disney theme parks. This experiential journey will lead to personal discovery, authentic leadership development and the ability to design and sustain high performing leadership teams and service cultures.
New Registration Savings Just Announced!
We’re happy to extend a special $500 savings for you to join us at Creating Magic.
Register by Wednesday, December 17th to lock in your special savings.
Your registration includes:
??         2 days of experiential learning at Hollywood Studios and Epcot Theme Parks
??         3-day Disney Park Hopper Pass
??         Breakfast, lunch and snacks each day
??         A signed copy of Lee Cockerell’s book, Creating Magic 
??         Optional Pre-Workshop Tour: Half Day Disney Backstage Tour of the Magic Kingdom
??         Discounted room rates for those wishing to extend their stay before or after the event
??         And more!
Download the full event details or check out the agenda here: http://bit.ly/1sgi2j9
“William’s energetic presentation style and mastery of storytelling make my books come alive. I highly recommend this workshop for anyone aspiring to create a little magic in life, both personally and professionally.’ – Lee Cockerell
Register by Wednesday, December 17th to lock in your special savings of $500. Register today: http://bit.ly/1sgi2j9  
Cheers,
 William Greenwald & The Creating Magic Team
#CreateMagic15
@TotalCustomer
Customers1stblog.iirusa.com