Tag Archives: Kelley Styring

The Research Insider: Kelley Styring

The Market Research Event’s Conference Director Krista Vazquez is teaming up with some of the speakers from TMRE. This week, we are featuring the podcast we recorded with Kelley Styring, where she talks about what drew her to market research, where the industry is heading, and even why some reseachers feel they aren’t having enough impact in their organizations.

Visit The Research Insider to download the podcast and read the transcript!

A Look Back at TMRE 2009: Trend Surfing: Creating Waves of Change

The Market Research Event 2010 is taking place this November 8-10, 2010 in San Diego, California. Every Friday leading up to the event, we’ll be recapping one session from The Market Research Event 2009.Trend Surfing: Creating Waves of Change
Kelley Styring, Principal, Insight Farm, Event Chairwoman

DSC01122 by you.

How can we grow market research? There’s a dimension missing in market research, and sometimes when you damage something you learn. Kelley’s been creating intense personal experience that’s changed the lense through which she looks at the industry. Last year, Styring presented about what people carry around in their car. Cars are now a habitat, and to do this study, she spent 30 days in a car traveling around to find out more.

She embrased a the idea that bias can contaminate one’s work. When she lived the experience, she understood more of what the consumers were talking about.

Things are happening very quickly on the technology and social network side, and it’s very important to understand what’s going on. Styring is now looking at Twitter.

How does one slice all of the information you can gather on Twitter? In market research, you don’t really know what you’re looking for. You’ve got # signs some are using in Twitter (#TMRE for this conference!), which can be empirical learning, as well as theoretical panels. You can learn about anything. All of this information is collected then graphic and descriptive analysis reveal innovation and insight opportunities. Embrace your inner bias.

TMRE Conference Chair: Trend Surfing: Creating Waves of Change

Trend Surfing: Creating Waves of Change
Kelley Styring, Principal, Insight Farm, Event Chairwoman

DSC01122 by you.

How can we grow market research? There’s a dimension missing in market research, and sometimes when you damage something you learn. Kelley’s been creating intense personal experience that’s changed the lense through which she looks at the industry. Last year, Styring presented about what people carry around in their car. Cars are now a habitat, and to do this study, she spent 30 days in a car traveling around to find out more.

She embrased a the idea that bias can contaminate one’s work. When she lived the experience, she understood more of what the consumers were talking about.

Things are happening very quickly on the technology and social network side, and it’s very important to understand what’s going on. Styring is now looking at Twitter.

How does one slice all of the information you can gather on Twitter? In market research, you don’t really know what you’re looking for. You’ve got # signs some are using in Twitter (#TMRE for this conference!), which can be empirical learning, as well as theoretical panels. You can learn about anything. All of this information is collected then graphic and descriptive analysis reveal innovation and insight opportunities. Embrace your inner bias.

What a First Day

I can’t begin to tell you what a great day yesterday was. It was a busy day filled with excellent presentations, a lot of networking with familiar faces and new friends. It was a busy day filled with preparations and a day filled with constant activity. I spent most of the time watching everything come together until our big kick-off last night with Kelly Styring, Author, In Your Car: Road Trip Through the American Automobile who spoke on Hitting the Road to Uncover Innovation.

Kelley is an excellent speaker, warm, humorous, and very grounded in the goal of seeking valuable insights into consumer perspective that can help companies innovate their product offerings. In considering just how much consumer product goods have not met consumer needs, just some highlights from her research:

  • 250 million vehicles in the United States – an almost 1:1 ration to American adults
  • in reviewing all of the material people have in their vehicles, at least 25 consumer product groups represented

The problem she points out is how companies have not innovated their products to meet these consumers expectations when they use or store it in their cars. I had a chance to take an audio recording of a few minutes of her presentation. You can listen to it here.Afterwards I spent a few minutes with Kelly to have discuss with April Bell and I some more background and detail into her recent ethnographic study. I thought I’d share it with you all here:

From there of course it was time to network. If you haven’t seen the photos I’ve been uploading to our Flickr group on the event site as the exhibit hall came together, I thought I’d share with you some before and after

coming together


time for cocktails!


As Krista had mentioned leading up to this year’s great event, we have over 800 attendees, over 90 exhibitors. It’s great to see it all come together and everyone interacting, learning, and enjoying themselves. Stay tuned, we’ll continue to keep you updated throughout the event.

The Speakers of the Market Research Event

Over the past month, we’ve been introducing you to the speakers of The Market Research Event. With the event next month in California, we’d like to give you a rundown of some of the keynote speakers and podcasts we’ve been working on for you:

Billy Beane
Kathleen Vohs
Read an excerpt from her book: Part 1 and Part 2
Colleen Fahey Rush
Dan Ariely
Lindsay Zaltman
Heather Kluter
Kelley Styring
Marcus Buckingham
Simon Uwins

A guest post by speaker Greg Heist
A podcast with speaker Tom Brailsford of Hallmark
A podcast with speakers Greg Heist of Gongos Research and Bill Eisele of Hallmark
A podcast with keynote speaker Dr. Kathleen Vohs
A podcast with conference producer Krista Vazquez.

For more information on The Market Research Event, check out the http://www.themarketresearchevent.com.

Market Research Event Keynote featured in USA Today

Kelley Styring, a featured keynote at this year’s Market Research Event, was featured in an article today on USA Today. The article Is there junk in your trunk focuses on the new study Styring is doing on what Americans carry with them in their cars. Styring did a study in 2007 focusing on what American women carry around in their handbags. There were many useful findings for marketers with her initial research on purses which led to her interest in examining another storage vehicle, this time cars. Styring is traveling to seven US cities, and studying the contents of people’s cars. She takes two hours to chronicle what each car has to offer. One of the most interesting things she’s found so far is the use of the cup holders. She says a lot of the cup holders don’t actually hold cups, but instead coins, golf balls, air fresheners and other items. Her research will help both car manufactures and companies looking to fit consumer’s needs. Car companies are trying to find a way to maximize the storage capacity in cars, and there are many opportunities product manufactures are missing when it comes to the usability in the car. Styring is chronicling her adventure at her webpage, and you can read her experiences at her blog. Don’t forget to come see Kelley Styring kick off The Market Research Event October 15 at the Disneyland Hotel in Anaheim, California!