Tag Archives: LA

Full Foresight & Trends 2015 Session and Speaker Details Now Available

The full program is now available by simply downloading the Foresight & Trends 2015 brochure. This
year’s program is jam-packed with industry leaders who will better prepare you
to meet the challenges the future holds. At FT this year you will find out how
to spot new trends, bring foresight to strategy and engage with your consumer.
Download the brochure
for the full FT program: http://bit.ly/1KdIgoE
Foresight &
Trends 2015
September
29-October 1, 2015
SLS Hotel, Los
Angeles, CA
The 2015 brochure will dive into details about exactly what
these visionaries will present about what’s next in technology, design, the
future consumer, finance, humanity, and strategy.
Inside the brochure you will find information on:
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The full agenda,
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Featured sessions
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Case studies & workshops
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Panel discussions
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Who you’ll meet
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The venue
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Sponsor and exhibiting opportunities
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And more!
Use code FT15BL for
$100 off the current rate. Register today: http://bit.ly/1KdIgoE
Don’t miss out on this year’s event. We hope to see you in
LA this fall!
Cheers,
The #FT15 Team
@Future_trends
Frontendofinnovationblog.iirusa.com

Desktop to Wrist Watch Surveys: The Future of Market Research

When was the last time you recall sitting at your computer with leisure time to Web search as you please? Between commuting, longer days at work, squeezing in that workout, and finally eating, it is becoming very uncommon for one to find time to sit down at a computer and search the Internet. Minimal leisure Internet time therefore makes reaching potential online survey panelists even more tough to reach.
How is this impacting the data collected from online market research? For traditional online surveys, it seems it is becoming harder and harder to reach preferred data numbers let alone certain target groups. Where does this lead us to and how can we overcome this obstacle?
The most obvious and trending answer brings us to mobile. Allowing users to take abbreviated, reformatted surveys via mobile device is one way to increase sample size and reach what was traditionally called the ‘general population.’ Making the survey-taking experience simplified, convenient, and ready for today’s constant on-the-go consumers will drastically change the current problem of unreachable respondents. In addition to reaching more consumers, mobile has numerous advantages over traditional desktop online surveys. Take, for instance, geolocation capabilities which allow for tailoring of surveys according to the respondent’s location. Or in-store research, allowing customers to actually be in store making tradeoffs and purchases to evaluate choices in the environment we try to replicate online. Qualitative research can be enhanced with mobile devices, allowing respondents to video their shopping experience and take images.
Similarly, smart eyewear has recently come into play within the market research realm. Allowing for even more consumer behavior analysis, this technology will play a large roll in qualitative research in the years to come. Voice capabilities, eye-tracking, geolocation, you name it- these weapons of market research will change the industry!
Both of these alternatives have been discovered and are currently being explored for use. What options could 2015 bring? I believe the visual options have advanced far enough and we now must turn to understanding consumer behavior from a psychological standpoint. How can we measure what consumers really are thinking and understand this down to a neurological level. How does this then interplay with rational vs. emotional decision making models and how can we use this to influence consumers? Will the next generation eyewear include on the fly brain scans? Will the smart watch measure circulating neurotransmitters and predict choice behavior?
Changing times come with changing measures. To remain relevant we must approach this development with open arms and continue to keep looking forward!
Janel Parker, Market Research Consultant at SKIM, an international consultancy and marketing research agency, has a background in Marketing and Psychology from Cornell University. Her previous experience at a social media agency combined with her knowledge from SKIM provide for a unique understanding of the relationships between social media and marketing. She can be reached at j.parker@skimgroup.com.

The American Cancer Society’s Kimberly Cason On the Future of Research

I recently sat down with The Future of Consumer Intelligence 2014 speaker Kimberly Cason, Senior Consultant, Marketing Research, American Cancer Society, Inc. We are fortunate to have her share her critical insight with our FOCI community before the event kicks off in two weeks. 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.
We are barraged by information – and within this sea of data we must remember to think of the problem we are trying to solve and how we can we use this convergence of information to better understand people.  Translating the new “understanding” into future opportunities means that the role of a researcher is changing. FOCI accelerates disruptive innovators in the research space and pushes people to take risks, to think outside of traditional research methods and insights gathering and explore new and alternative tools and technologies. FOCI will bridge the gap between what people say they are going to do and what they actually do.
Here is what Cason had to say:
IIR: A big theme of this year’s conference is ‘humanization of data.’ Why do you think understanding PEOPLE (not consumers) presents an opportunity for strategic action?
Cason: Marketing has moved to a custom-level. When you walk into the Nike store, you get greeted by name and they know how many steps you’ve taken that day (if you are a user of their gear).  We have to move with it or risk putting ourselves into extension by not providing relevant insights.
IIR: How is technology not only changing how we do things, but also how we understand the world, business, and people?
Cason: Technology is so engrained in our lifestyles that not only our purchasing behavior is deeply impacted by it, but also our personal lives ‘ how we communicate with family and friends, even.  How we integrate (or choose not to integrate) technology into our lives defines us internally and externally, shaping our own personal brands.  Even where we choose to engage defines us. 
IIR: How has the role of ‘the researcher’ changed?
Cason: There is an entirely new set of skills required to manage the holistic picture.  I’ve become versed in Google Analytics, for example.  There are entire semesters of information I’ve had to learn as the field evolves.  Social media wasn’t even on our radar when I was in grad school (in 2005).
IIR: Describe a situation where you’ve taken a risk or thought outside the box of tradition market research methods. How did that benefit your business?
Cason: I love the quasi qual/quant methodology that allows you to gather large amounts of qualitative data using survey tools.  (Hot Spot message testing, for example.)  These methods allow us to collect the data in one week compared to 6 if we used a traditional focus group recruiting and interview strategy.  Both have their advantages and disadvantages, of course, but these methods allow for a disaster check when time isn’t on your side.
IIR: Where do you see the emerging space of marketing science and role of data scientists in the next five years?
Cason: We have always been story tellers.  Now, we have to tell the story not only from the driver’s seat of the car we’re in, but within the context of the entire freeway ‘ all the other variables that come into play’is there traffic, what’s the weather like, are other drivers distracted, how reliable is the car, how far to the next exit, etc.?  It’s no longer useful to bring one methodology to the table when presenting the whys behind our results.  We have to look at all the influential factors and determine which are relevant.
IIR: How has the increasingly connected consumer affected market research?
Cason: It’s a huge opportunity for us!  Those that can turn down the noise and find the nuggets of meaningful data will go far.
Want to hear more from Kimberly in person? Join her at Future of Consumer Intelligence 2014 in Los Angeles, CA in a few weeks. She will be presenting in a session entitled, ‘Award-Winning, Top-Tier Research on a Budget!’ 
** 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/1mvqyD0**
About the Author: Amanda Ciccatelli, Social Media Strategist of the Marketing Division at IIR USA, has a background in digital and print journalism, covering a variety of topics in business strategy, marketing, and technology. Amanda is the Editor at Large for several of IIR’s blogs including Next Big DesignCustomers 1st, and ProjectWorld and World Congress for Business Analysts, and a regular contributor to Front End of Innovation and The Market Research Event,. She previously worked at Technology Marketing Corporation as a Web Editor where she covered breaking news and feature stories in the technology industry. She can be reached at aciccatelli@iirusa.com. Follow her at @AmandaCicc.

Intuit Breaks Down the Role of Big Data

At The Future of Consumer Intelligence 2013, IIR’s Marc Dresner sat down with Beth Schneider, Director of Corporate Customer Market Insights at Intuit, to discuss the role traditional market research plays in a world of big data. 
At Intuit, Scheider and her team get a huge amount of behavioral data, what she calls the ‘what’ data. This kind of data brings up so many questions such as ‘who’? And ‘why’? ‘I think that market research can really step in and answer that,’ she explained. ‘Understanding why something is happening helps us make the right decision at our companies.’
Schneider advises fellow researchers to find out exactly what Big Data is available at their company.  In the past, a researcher’s role has been designing a qualitative or quantitative study for clients. But today, the first thing researchers should ask themselves is: What is the right data to be able to answer that question? Additionally, Schneider said you should really understand how that data is useful. Then, figure out how to pull it in to answer the business question so that are you aren’t just relying on a single source of information.
At Intuit, the researchers have been on the journey of combining Big Data with market research. In fact, the company combined its analytics with its market researchers into a community of customer intelligence with a goal to bring all of the data that is available together.
Schneider said, ‘I think if we are in the room at the same time in the beginning, I think it works beautifully.’
Check out the full interview below:

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This spring, The Future of Consumer Intelligence 2014 will explore 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 in Los Angeles! To register, click here: http://bit.ly/MupKSc

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.