Tag Archives: Market Research Insights

Podcast: Shifting your Mental Model from Voice of the Customer to Mind of the Customer

Today, we bring you an exclusive podcast recorded with TMRE exhibitors Brandtrust.  We recently sat down with CEO Daryl Travis to discuss things like the importance of insights, the importance of social sciences in insights, and the future of insights.  Daryl will be at The Market Research Event next week in Boca Raton presenting Transforming Dreamers into Riders: Expand the Market by Deeply Understanding Emotions Along the Journey along with Greg Alley, Sr. Director Consumer & Market Insights, Harley-Davidson Motor Company.  If you’d like to attend the presentation, register today and mention code TMRE12BLOG to save 15% off the standard rate!

Download the Podcast MP3.
Download the Podcast Transcript.

Here’s an excerpt from the podcast:
The title of the podcast is ‘Shifting your Mental Model from Voice of the Customer to Mind of the Customer’. Why is that important for insights professionals?

Daryl: That’s a great question. You know, many years ago when we started this work we recognized that brand was very important, but that we didn’t fully understand how brands work. I think, to be fair, if we maybe did true confessions at the time we’d have to admit that we didn’t know exactly what happens when something like Nike becomes an iconic brand and we are irrationally drawn to it and the same thing doesn’t happen to Reebok. It doesn’t exactly make sense. They are just athletic shoes. They seem very similar. Reebok, in fact, was a larger company than Nike in the early stages, so what happened? What happened to begin to explain why Nike drew away and became such a powerful brand? If you really have a chance to deconstruct it, you’d say: ‘Well, you know, it’s not rational. It’s not the kind of thing that is easily explainable.’ 

We know we have great tools to help us understand what’s happening in the market. I can tell you that I prefer Nike and I’ll go out of my way to find it. I’ll pay more for it and I’ll wear it more often. I can tell you all those ‘what’ things, but I can’t always tell you ‘why’. I don’t honestly know why. I’m not fully conscious of it. That’s because so much of our behavior is driven by non-conscious influences because of the way our brains are constructed and the way they work. So we realized early on that if we really want to know what drives great brands we were going to have to get into people’s heads. But we had good market research tools to help us understand what was happening in the marketplace, but we didn’t have very good tools to help us understand what was happening in the market, but we didn’t have very good tools to help us understand why.

So, as you mentioned, we are in research and strategy. But, over the last ten years or so we’ve become social scientists because there are so many wonderful techniques emerging from the social sciences to help us get into people’s heads, to get into their deeper motivations, their deeper emotional drivers and to help us understand the kinds of things that people either can’t or won’t tell us because those are things that can really drive us to one brand or another and really influence our behavior. So, obviously, for market research and for marketing, that’s critical, right? Because what we’ve learned over the years is that if you really want to know why people do what they do about the worst thing you can do is ask them. Once you do a conventional ask or a conventional survey kind of question, you throw the brain ‘ all that non-conscious processing ‘ you throw it into the ‘What’s the right answer’? mode. So, the brain naturally wants to give you the right answer, but it’s not really the answer that’s driving our behavior because one, we are not fully conscious of it and two, the brain just naturally lapses into ‘What’s the right answer’? Then it begins to rationalize answers rather than what really drives our behavior. 

So, what we’ve seen is that we are really able to get to the deeper reasons why and one of the things that we pay a lot of attention to at Brandtrust and in our work with many of the leading brands in the world is something that we call the ‘NINA Principle.’ NINA stands for ‘No Insight, No Advantage’. So, NINA simply serves to remind us to always ask the question ‘Is that really an insight’? because the great strategies are driven by great, deep, rich insights about what’s really underlying human behavior ‘ what’s really motivating people. So, we ask ourselves is that really an insight or is that just a bit of information that may be useful to know. Or is it what we affectionately refer to as ‘TBU’ ‘ ‘true but useless information’. So, it’s that kind of thing that really, really matters to research professionals and marketing is to be able to get to deeper, richer insights to get better strategies.

Final Call to Reserve Your Spot at the World’s Top Market Research Event

In exactly one week, more than one thousand leading research and insights executives from around the world will gather at The Market Research Event. Don’t miss your opportunity to share stories, get inspired, collaborate, and create partnerships with the best in the industry.

Just a few reasons TMRE 2012 is one you can’t afford to miss:

‘ Meet the right people ’60% are client side practitioners, 72% are director level and above
‘ Get global perspectives – Over 20 countries and 5 continents are represented
‘ Be exposed to visionary trends and insights into the future of market research
‘ Exclusive opportunities for personal and professional development – Be transformed from an insight partner into a strategic consultative leader
‘ Access to a network of close to 10,000 members through TMRE’s virtual communities
‘ Complete control over your learning experience – Over 140 sessions focused on all the hottest topics in research and insights

There is a reason why TMRE attendees choose TMRE year after year. Come experience this world renowned event for yourself ‘ it’s an investment into your future that will pay off ten-fold. For more information on this year’s event, visit the webpage.

As a reader of this blog, register today and save 15% off the standard rate when you mention code TMRE12BLOG. If you have any questions about this year’s event, feel email to email me at jpereira@iirusa.com!

You’re Hired!

Today’s post comes from TMRE Guest Blogger, Katie Clark. She is also known as @InsightsGal on Twitter and a client-side market researcher, project manager, and social media maven. 

So, we’re hiring. I don’t tell you that because I’m sharing a job posting here (that’s here), I tell you that because building a strong market research department that is

well-rounded
nimble
focused on doing solid research 
an innovation leader

has been top of mind recently.

To that end, I’m quite excited to attend the “The Next Generation Researcher: Skillsets, Interests & Backgrounds To Look For and Nurture” interactive discussion hosted by Intel at TMRE…which is next week!

What goes through my mind when hiring is likely similar to what goes through yours. Questions like:

  • - What’s the makeup of a department that will drive the business forward? 
  • - What skills must a candidate come to the table with, and for what skills are we willing to offer training?
  • - What industry experience do the candidates have that is transferable to the industries in which we work?
  • - Are we going to ask this resource to hit the ground running, or are we going to give them a longer lead time to get up to speed?

I’m on the client/corporate side, so do you think my criteria for hiring are different from hiring managers on the supplier side?  John Hilland of Mindwave Research has a great interview with Cameron Cramer, owner of Marketing Intelligence Professionals that addresses that question.

It’s worth a read as he posits that supplier-side research hiring managers are more risk averse and want more immediate contributions from new hires, versus client-side hiring managers who are more inclined to hire someone who can “grow into” the position. Do I agree with Cramer? No, I don’t. In these times where we’re all doing more with less, being able to hit the ground running is imperative.

That said, we all should be considering what training programs are in place when considering what skills can be trained versus what skills a candidate needs to bring to the table.

A recent study by Best Practices, LLC highlighted that “70% of surveyed market research executives acknowledge that “soft” intrapersonal skills such as negotiation  and “listening” are critical competencies for market research professionals - yet most organizations do not have training programs nor systems to monitor and develop these skills in their market research staff.”

While I (think I) have all the answers for hiring for my department, I’m excited to learn from my peers at TMRE regarding what skill sets, interests and backgrounds they are looking for in their new hires. Hope to see you there!

___________
More about Katie: Based in Portland, Maine, Katie manages the market research team at Diversified Business Communications. She has worked with companies large and small and in industries such as seafood, 3D laser imaging, software, fragrance, finance, and entertainment to help them move the business forward through actionable insights derived from market research. She is passionate about bringing the’Voice of the Customer’ inside the organization. The opinions expressed here are her own and not those of her employer.

If you’d like to join Katie at TMRE 2012 this November 12-14 in Boca Raton, Florida, register today and mention code TMRE12BLOG and save 15% off the standard rate! For more about this year’s program, download the agenda.

Fright Night, Market Research Style

Today’s post comes from TMRE Guest Blogger, Katie Clark. She is also known as @InsightsGal on Twitter and a client-side market researcher, project manager, and social media maven. 

We’re almost to Halloween, one of my favorite holidays!

I could go on and on about the trending costumes for the year, and data crunching about candy brands. But instead, in the “spirit” of Halloween…I’d like to draw your attention to the scary side of market research.

1) Check out Annie Pettit’s “The 6 Worst Market Research Mistakes for some ghoulish examples. Annie is always excellent at pointing best practices, as well as the bad and ugly of research, such as the terrifyingly mis-representative 3D pie chart she shares – yikes.  
2) I think Christian and I were having some similar thoughts this week, as we both were thinking about the fabulous (and mysterious) MR Heretic whose blog has been quiet for a while, but who has kept the industry on our toes with such pointed blogs as “You killed market research when you defended the status quo” as Christian mentioned as well as “Participant is Not Engagement” and “Submariners in Space.” Along those same lines, we do have the emergence of Angry MR Client on Twitter.

3) While we’re on the “scary theme, don’t forget scream-inducying pink glittery infographics and SMQs (Scary Matrix Questions – I love that these actually have an acronym).

In the spirit of the season, I can’t end this post without sharing some data.  For your ghoulish viewing pleasure, I give you a Halloween by-the-numbers infographic!

___________
More about Katie: Based in Portland, Maine, Katie manages the market research team at Diversified Business Communications. She has worked with companies large and small and in industries such as seafood, 3D laser imaging, software, fragrance, finance, and entertainment to help them move the business forward through actionable insights derived from market research. She is passionate about bringing the’Voice of the Customer’ inside the organization. The opinions expressed here are her own and not those of her employer.

If you’d like to join Katie at TMRE 2012 this November 12-14 in Boca Raton, Florida, register today and mention code TMRE12BLOG and save 15% off the standard rate! For more about this year’s program, download the agenda.

Come talk #smrx at TMRE

Today’s guest post comes from TMRE contributor Jacqueline Anderson, Director, Social Media and Text Analytics, J.D. Power and Associates. If you’d like to join Jacqueline at TMRE 2012, register today and mention code TMRE12BLOG to save 15% off the standard rate.

Come Talk #SMRX at TMRE

We are officially less than one month away from TMRE 2012 and I for one am pretty excited! Somehow each year is better than the one before. I’m not sure how this is possible because each year I walk away thinking there is no way the content and interactions can be topped! There is a ton of great content on the agenda but I most excited to hear the discussions around social research. Of course, part of this is because I live social every day at J.D. Power but more than that, I’ve been able to see the progression of social research in the industry and I’ve had a sneak peek at some of the content in the #SMRX track!

Back in 2010 the conversation around #SMRX was limited to a few very early adopters and was mostly one-sided (evangelists preaching to somewhat interested listeners). In 2011 I moderated an interactive discussion which included a wider range of adopters as well as those interested in trying social research but still featured only a select few adopters. In 2012 the tables have turned! On Monday there’s an entire track focused on social research. I’ve had a sneak peek at some of the case studies and they’re really interesting. They showcase companies who understand social research and are working to more fully integrate it into their practice.

In our research we’ve identified three stages of social research adoption and the content from this year’s event highlights the fact that more people are moving into the second and third stages. This is huge progress for social research! Take Barry at Dell for example (he’s the final session in Monday’s track), he’s done a fantastic job of muscling his group to the 3rd stage. If you need inspiration just listen to his talk.

Then, as the icing on the cake, the entire event is wrapped up with a keynote but none other than Robert Kozinets himself. If you’re not familiar with his work on netnography then you are in for a treat! This is a session that I’ve circled 10 times and highlighted on my copy of the agenda!

On top of all that great social content, I’m also excited for the rich discussions I know are going to take place over the course of the event. If you want to talk social media research and are looking for an ear to listen, track me down, I’ll be happy to oblige!

How is JetBlue connecting to their customers through Mobile Technology? Jonathan Steven, Jet Blue Head of Mobile answers

Recently, Jonathan Stephen, Head of Mobile, JetBlue Airways, sat down with the TMRE team to discuss the evolution of mobile research at his company. In his role, he looks at how consumers interact with devices through their interaction with JetBlue.

During the podcast, he gave advice to researchers on how to better serve their clients:

I think there is a lot of research out there, but I think that ultimately it’s good to understand that every industry is different. So, being in the travel vertical it’s good for us to not only understand what pertains to mobile, what types of devices are out there or what is the percentage of saturation by device, but it’s also good for us to understand how users are using their devices today and, ultimately, what they are looking for in the future. We feel that research plays a huge role in that for us. So, we see tons of value there and we will obviously continue to make sure that we keep that as part of our process moving forward.

Listen to the full interview.
Read the transcript.

Few things stand to have as much impact on how we connect with respondents than mobile technology. This year, TMRE debuts a full day summit on Mobile & Technology where we’ll discuss designing the mobile web survey experience, capturing SMS Text based customer feedback and mobile strategy. Best Buy, Coca Cola and InterContinental Hotels Group share how the mobile channel has brought them closer to their consumer and dramatically improve business results. For more information on this summit and the rest of the program, download the agenda.

At The Market Research Event 2012, we unite the world’s top clients and vendors in a collaborative setting and facilitates open, honest conversation about how we can work together more productively. This year, it will take place November 12-14 in Boca Raton, Florida. Register today and save 15% off the standard rate when you mention code TMRE12BLOG. If you have any questions about this year’s event, feel free to email Jennifer Pereira.

See Who is Attending The Market Research Event 2012!

On November 12, 2012 your industry will be changed forever. Join your peers at the industry’s trusted source for accelerating executive development. Other events claim to deliver more client attendees or draw more influential speakers. The fact is The Market Research Event is the only event with stats to prove it. With more than 60% client side attendees and 98% of past participants recommending TMRE to a colleague, it is truly an experience like none other in the world.

See below for a sample of companies attending TMRE:

Ameritest * Amway Bath & Body Works * Bayer Healthcare * Campbell Soup Company * Canadian Tire Corporation * Dannon Co * Del Taco Inc * EMI Music * Energizer Personal Care * Facebook * Fidelity Investments * General Motors * GE Healthcare * Hallmark Cards Inc * Hamilton Beach Brands * IBM * Intel * Intercontinental Hotels Group * JetBlue * Johnson & Johnson * Kimberly Clark * Kraft * LexisNexis * Liberty Mutual * Mary Kay Incorporated * MasterCard * National Geographic Channel * Navy Federal Credit Union * OC Tanner Company * P&G * PepsiCo * Rich Products Corporation * Robert Bosch Tool * Sage North America * Sam’s Club * T.G.I. Friday’s International, Carlson Restaurants * Taco Bell, Inc. * Unilever R&D * Universal Music Group * Waggle Dance * Walt Disney Parks & Resorts * Yahoo! Inc * York University * Zenith Media Services * Zillner

Would you like to join these companies November 12-14, 2012 in Boca Raton, Florida? Register today and save 15% off the standard rate when you mention code TMRE12BLOG. If you have any questions about this year’s event, feel free to email Jennifer Pereira.

Infographics or Info-annoying?

Today’s post comes from TMRE Guest Blogger, Katie Clark. She is also known as @InsightsGal on Twitter and a client-side market researcher, project manager, and social media maven. 

Ok folks, let’s talk infographics. They are a hot topic in business information circles (including research), and love ‘em or hate ‘em, they’re here to stay.

Let’s break this down. Common complaints about infographics that I’ve heard include:

  • -They’re busy ‘ there’s so much information in one visual that they eye is not sure where to look’and how the heck do you print them out?
  • -Everyone thinks they are an infographics designer, even if they’re just essentially creating a colorful PowerPoint slide. Take this HOT PINK infographic about the Kardashian wedding for example.  
  • -They’re too simplistic and incomplete ‘ they’re not communicating the full scope of research findings to the customer or end-user.
  • -Unless you have in-house graphic design, good infographics can be very expensive to produce.
  • -Data used in infographics is dated, incorrect, or very biased.

Ok, let’s face it, there are some pretty awful infographics out there, and the tide of folks complaining about infographics is growing.  Witness sites such as a Tumblr for terrible infographics, articles such as ‘Ending the Infographic Plague ,’ and, well, this one from Gizmodo. There are also folks out there simply not using the correct information (i.e. old data when new data is available) to create their infographics.

All of these complaints aside, it’s hard to ignore the fact that sometimes one infographic piece can cut through the clutter of overwhelming data and give the client or end-user an ‘ah hah’ moment.  That’s when an infographic is done well, delivering data in an unexpected way that resonates. In addition to using infographics for client presentations and deliverables, infographics are typically excellent traffic drivers on your website, so it’s understandable why they’re particularly popular right now.

So, if you’re working on a project that involves infographics, remember they have a short shelf life (data gets old fast!), they can be expensive to produce, and it’s on YOU to ensure they’re done accurately.

For inspiration (and guidance) be sure to check out the fabulous Edward Tufte, ‘The Leonardo da Vinci of data,’ and you can start with some good examples curated by Kissmetrics.

Also remember that if you’re joining us at TMRE in November there are some related to data visualization, such as ‘Making an Impact ‘ Data Visualization and Deployment Techniques that Bring Research to Life.’

Finally, are you curious about research-specific infographics? Look no further than The Nitty GRITty of the Research Industry!

___________

More about Katie: Based in Portland, Maine, Katie manages the market research team at Diversified Business Communications. She has worked with companies large and small and in industries such as seafood, 3D laser imaging, software, fragrance, finance, and entertainment to help them move the business forward through actionable insights derived from market research. She is passionate about bringing the’Voice of the Customer’ inside the organization. The opinions expressed here are her own and not those of her employer.

If you’d like to join Katie at TMRE 2012 this November 12-14 in Boca Raton, Florida, register today and mention code TMRE12BLOG and save 15% off the standard rate! For more about this year’s program, download the agenda.

NBCUniversal Digital Research Head: Ratings No Longer Enough!

Integrated Media Unit Upends Conventional Media Research

By Marc Dresner, IIR

If Jon Gibs were to rate the performance of media research as an industry in general today he’d give it a C+.

Not failing, but nothing to be particularly proud of, either. Gibs is working to change that.

The SVP of Digital Research for NBCUniversal’s Entertainment & Digital Networks and Integrated Media (E&DN/IM) is transforming how the division thinks about media by focusing on the consumer, not the medium’an approach more akin to marketing research than traditional media research.

‘We’re using toolsets that are much more about consumer behavior and consumer analytics than we had previously,’ Gibs told ‘The Research Insighter.’

‘We have all come to the realization that living by ratings isn’t enough’either television ratings or digital ratings like comScore,’ Gibs said.

‘What most divisions and most research groups are moving toward is helping drive business intelligence back into the organization rather than just reporting last night’s numbers,’ he added.

The transition centers on Big Data integration and analysis, but it hasn’t been easy.

For one, Gibs said research providers aren’t equipped to meet the Big Data challenge, so his organization has turned to software platforms from IBM and Microsoft in order to build solutions in-house.

‘The problem is right now that most (traditional research providers) don’t have the technical capabilities and it’s not part of their product roadmap,’ said Gibs.

‘We really need them to partner with us to be able to make these type of movements and to be able to look into the future of what we want market research to be,’ he said.

This much is clear: The industry has some catching up to do…

Play the podcast here:

Download the interview MP3!
Download the interview transcript!

Editor’s note: Jonathan Gibs will be a featured speaker at The Market Research Event 2012 taking place November 12-14 in Boca Raton, FL.

For more information about The Market Research Event or to register, please visit www.themarketresearchevent.com.

ABOUT THE AUTHOR/INTERVIEWER
Marc Dresner is IIR USA’s senior editor and special communication project lead. He is the former executive editor of Research Business Report, a confidential newsletter for the market research industry. He may be reached at mdresner@iirusa.com. Follow him @mdrezz.

CALL FOR PRESENTERS: The Future of Consumer Intelligence

CALL FOR PRESENTERS:
The Future of Consumer Intelligence
May 14-16, 2013 | San Francisco, CA
Call 646.895.7335 or Email Slevyn@iirusa.com
Submission Deadline : FRIDAY, August 31st, 2012

Due to the high volume of submissions, we suggest you submit your proposal early and no later than Friday, August 31, 2012 to Stacy Levyn, Conference Producer at slevyn@iirusa.com or 646.895.7335.

The nature of data and technology is changing. The upcoming year represents the year of the multi-dimensional marketplace, and just as the market researcher’s role evolves, so does our third annual event. Welcome to The Future of Consumer Intelligence – a gathering of “consumer culture” collective exploring common ground across roles and industries for translating behavioral information into business opportunity.

Confirmed Keynotes

  • ‘ Andrew Zolli, Executive Director and Chief Creative Officer, POPTECH
  • ‘ Alex Hunter, Former Head, VIRGIN ONLINE
  • ‘ Tom LaForge, Global Director, Human & Cultural Insights, THE COCA-COLA COMPANY
  • ‘ Rick Smolan, Former Time Life & National Geographic Photographer, CEO, AGAINST ALL ODDS PRODUCTIONS and Creator, HUMAN FACE OF BIG DATA
  • ‘ Jasper Roos, Chief Inspiration Officer, ABN AMRO
  • ‘ Henry Mason, Global Head of Research and Managing Partner, TRENDWATCHING.COM

Specific Topical Discussions Include

  • ‘ Analytics: “From Data to Knowledge.” Uncover connections and expose hidden patterns to predict future behaviors using technology.
  • ‘ Insights: “From Consumers to People.” Deeply understand customers and how they live.
  • ‘ Relational Database Strategy: “From Insight to Action.” Engage, build and deepen customer relationship for profitable outcomes.

Plus two NEW Symposia’s

  1. 1. Top Tech Trends: Gamification, Visualization Data, Augmented Reality
  2. 2. Market Research Technology for Financial Services: Data Security and Access Control, Collection, Analysis and Cost Effective Storage, Predictive Models, Forecasts and Trading, Enterprise Risk Management Frameworks and other topical areas around finance as a top data driven industry.

The Audience
Managers, director level and above in Market Research, CRM, Innovation, Technology, Marketing, Analytics, Consumer Insights, Business Intelligence, Competitive Intelligence, Social Media, Mobile, Data Mining, Text Analytics, IT, Design and Engineering.

Speakers receive FREE admission to the conference as well as any pre-conference activity such as workshops or symposium.

Sponsorship & Exhibition Opportunities
If you are interested in sponsorship or exhibit opportunities please contact Jon Saxe, Business Development Manager at jsaxe@iirusa.com or 646.895.7467.

Interested in Becoming a Media Partner or Featured Event Blogger?
Contact Kacey Anderson, Marketing Manager, at kanderson@iirusa.com.

For consideration, please email slevyn@iirusa.com with the following information:

  • ‘ Proposed speaker name(s), job title(s), and company name(s)
  • ‘ Contact information including address, telephone and fax numbers and e-mail
  • ‘ Talk title
  • ‘ The main theme you plan to address
  • ‘ Summary of the presentation (3-5 sentences)
  • ‘ Please indicate what is NEW about the presentation
  • ‘ What the audience will gain from your presentation (please list 3-5 key ‘take-aways’)
  • ‘ Previous conference experience
  • ‘ Short bio