Tag Archives: Procter & Gamble

From the Early Days of the Internet to Crowdsourcing, Market Research Innovator Olga Diamandis Shares Her Journey

The Research Insighter spoke with market research innovator Olga Patel Diamandis this spring, and Diamandis gave a fascinating personal historical perspective on how technology has changed market research since the 1990s. You can watch the entire video here.

Diamandis began their chat with an explanation of her background: ‘I’ve spent over 20 years in research and innovation. I started at Procter & Gamble where I received very classical training in research methodologies and I progressed into an insights and innovation role, that’s where I was at the end of my eleven years there. I moved to Nestl?? to their strategic innovation unit to head up the insight function there. Most recently I was at Mars and then Mattell (she’s now at Smuckers).”

The Research Insighter: ‘Taking stock of the research landscape today, the field and the industry are in the throes of some pretty dramatic changes. Where do you see the greatest challenges and opportunities? What are you watching and paying attention to?”
Olga Patel Diamandis: ‘The market research industry is going through tremendous changes right now; a number of them driven by the exponential growth in various technologies: social media, digital, computer programming, machine learning, artificial intelligence, crowdsourcing, you name it.
This is something that’s very new to all the researchers who are more used to traditional techniques. So I think the biggest challenge for us as researchers is to adapt to that and take the opportunities that all these challenges are bringing.”

The Research Insighter: “Can you give an example of a technological or methodological innovation or novel approach that you put to work for you?”
Olga Patel Diamandas: “Information technology is driving a lot of these changes. At Mattel – we built a crowdsourcing platform, (creating) that was not possible 5 years ago. We had a community of loyal consumers participate in it and provide their ideas and comments to us.  
Crowdsourcing as agile, immediate and reliable market research
We ran several challenges where we asked them to help us develop a brand – ‘Little People’ line, looking for our next characters. (Crowdsourcing) took much less time than it would have in a traditional market research approach. The results came from our very involved consumers, and we knew right away that they would resonate.”

Unless you adapt you are not going to move forward
The Research Insighter: “How was this experience for someone who was classically trained in market research?”
Olga Patel Diamandis: “I learned to adapt over my career. I realize that unless you adapt you are not going to move forward. I am fascinated by all the changes and opportunities that technologies are bringing. And our consumers are changing too because of these technologies. That are affecting their lives.

Market researchers are curious by nature
We researchers are curious by nature, we have to be, that’s how we derive those insights.
When we talk about innovation, it’s important to understand that we’re not just talking about products and services. We’re talking about innovation in our research methods. We cannot do the same thing over and over and expect different results. We have to adapt as the industry adapts.
The Research Insighter: “There’s a lot of resistance to change in quarters of research. What would you say to those in the market research industry who are skeptical or hesitant to adopt some of the new emerging areas that are quite outside our comfort zone, and …a bit scary such as artificial intelligence?”

In the late 1990s, critics were quite skeptical about the internet in market research
Olga Patel Diamandis: “Going back to the late 1990s when the internet came to be… As market researchers we talked about how it would be impossible to run an online questionnaire, there’s so many things that could be wrong with it.
You don’t know who the respondent is, you don’t know how robust the program or is if the results are same as pencil and paper or telephone. I remember we were at Procter & Gamble and we deliberated for three years whether the internet was something that could be used.
We started to run mega survey studies in two ways, online and our old way.

The data did not match.
People respond online in a much more truthful way, they are more themselves.
We adapted, but it was not easy to change our attitude towards it.
My advice is we have no choice we have to adapt, changes are coming and we can’t prevent them from happening.”

We’re excited to say that Olga Patel Diamandis will be speaking at The Market Research event, and on a very interesting topic: the future of food as it relates to dogs and humans.
If you’re interested in hearing more from Diamandis and other technological innovators in the market research industry, don’t miss the world’s leading market research event TMRE happening in beautiful Boca Raton, Florida October 17-20. Got any comments on this blog? Make yourself heard – Tweet to us at @TMRE!

Your Opportunity to Connect with Client-Side Shopper & Retail Executives in Paris

Breaking News – 83% Client-Side Attendance at OmniShopper International 2015!
In just 3 weeks, the best in retail and shopper strategies
will gather in Paris at OmniShopper International. We have some exciting
news to share with you about the event – the highest client-side attendance to
date, with an astounding 83% of participants coming from client-side

So what does that mean for you? Even MORE opportunity to get in front of the
real decision makers in organizations like Ferrero, Tesco, Johnson &
Johnson UK, LEGO, Mondelez International, Coca-Cola, SABMiller and more.
It will be a room filled with real purchasing power. Download the brochure for more information: http://bit.ly/1LBURFR

These companies have already invested in insights by registering to attend -
and now they are looking to invest in their next great partner:

Almeer Group
Arla Foods
Atria Plc
Beiersdorf AG
Boston Consulting Group
Campofrio Food Group
Colgate Palmolive Ltd
Edgewell Personal Care
Engage BBDO
Fazer Group
Fazer Leipomot Oy
Hakuhodo Inc
Harvard University
InContext Solutions
Instore Power Provider SRL
John Lewis Plc
Johnson & Johnson Consumer UK
Kantar Retail
Market Strategies International
Metro SA
Metsa Board International
MindSpark Research International
Mondelez International
NORM Research & Consulting AB
Ogilvy & Mather Africa
Pagen AB
PepsiCo International
Perfetti van Melle
Plzensky Prazdroj (a SABMiller plc company)
Procter & Gamble Europe SA
Publicis Belguim
Quotus Research
Red Bull GmbH
Relish Research
Shell International
Societe des alcools du Quebec
Swedish Match
Tesco Czech Republic Slovak
The Lavin Agency
Vaselic doo
Vivid Brand
Warburtons Ltd
WD- 40 Company Zweigniederlassung
Webb deVlam
William Grant and Sons Distillers Ltd
Windsor Leadership Group
As a valued reader of
our blog, you get an exclusive $100 off the current rate when you use code
OMNIPAIS15BL. Register here: http://bit.ly/1LBURFR
We hope to see you in Paris!
The OmniShopper Paris Team


Live from #TMRE14: Disrupt Habit

Award-winning New York Times reporter Charles Duhigg took us at TMRE 2014 today to the edge of scientific discoveries that explain why habits exist & how they can be changed.

About 45% of what we do daily is habit, according to a study done. Your brain almost goes to sleep when going through pattern behavior.

The Habit Loop:

Some habits seem to matter more than others – keystone habits.

These keystone habits actually affect other behaviors, people who work out regularly, influences people to eat healthier the day they exercise, procrastinate less, and use their credit card less.

P&G created a Febreeze Habit Loop by adding a pleasing scent to reward cleaners and integrate a sensory pleasure into the habit of cleaning up. Sales explode!

Lesson: Make sure the reward is actually rewarding, deeply and meaningfully to the person rather than abstractly.

Lesson: The most powerful rewards contain emotions.

The Latte Method involves:

‘We Listen to the customer, Acknowledge their complaint, Take action by solving the problem, Thank them, and then Explain why the problem occurred.” – Starbucks’ Employee Training System

How to seize and/or disrupt habit:

  • Know your keystone habits
  • Build in rewards with emotions



Valerie RussoFormerly a senior copy editor at Thomson Reuters, a research editor at AOL,  and a senior web publicist at Hachette Book GroupValerie M. Russo is editor at large of The Front End of Innovation BlogThe Market Research Event BlogThe World Future Trends Tumblr, the Digital Impact Blog, and also blogs at Literanista.net. She is the innovation lead and senior social media strategist for the Marketing and Business Strategy Division of the Institute for International Research, an Informa LLC., and her poetry was published in Regrets Only on sale at the MOMA Gift Shop. Her background is in Anthropology and English Literature. You can reach her at vrusso@iirusa.com or @Literanista.

Disruptive & Groundbreaking Research Revealed at The Future of Consumer Intelligence

You are being charged with being disruptive, doing things
differently and igniting change through insights.
You need a market research event that delivers something
groundbreaking, something new – not content that’s already been shared. And
that’s what The Future of Consumer Intelligence
is all about.
Brought to you by the producers of The Market Research
Event, the World’s Top Insights Event, The Future of Consumer Intelligence
combines the best practices from TMRE and future-forward thinking to help you
uncover new, deeper, more meaningful insights.
We’d like to extend a
special offer for you and your team to give The Future of Consumer Intelligence
a try. When registering, mention code FOCI14TMREINQ to activate your 20%
savings.  Register today: http://bit.ly/1bu7Zhw
Program highlights include:
  • Renowned Futurist, Inventor, Director of Engineering at
    Google, Ray Kurzweil reveals how we’re getting closer to a time when minds and
    machines are coming together as one
  • An agenda that reflects the trends in the research industry
    - sessions and speakers explore what will happen in the future, not what has
    already happened 
  • A Conversation on Privacy : Ontario, Canada’s Information
    and Privacy Commissioner, Ann Cavoukian will discuss what the Big Data
    Revolution means for our privacy
  • World-Class Speakers from AIRBNB, E*Trade Financial,
    Heineken, Intel, Kimberly-Clark, Lowe’s, PepsiCo, Post Foods, Procter &
    Gamble, Sony Music, Whole Foods Market and more.
  • Full Day Intensive on The Future Researcher . The role of
    the researcher has changed dramatically over the past few years – The Future of
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The Future of Consumer Intelligence delivers the tools and
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We hope to see you in California!

The FOCI Team

The Rate of Change, Digital Shoppers & The Strategic Quest for Holistic Human Insight

We hope you can join us in Chicago next month!

The 13th Annual Shopper Insights in Action Conference is the world’s most trusted conference brand and the catalyst for connecting the entire shopper-ecosystem. The content, the visionary speakers and the experience at Shopper Insights in Action unlocks new opportunities to understand shoppers as people. 

There is no other event that’s more practical and on point with exactly what you need whether you are a Shopper Marketer, Merchandiser, Researcher or Category Leader. Join us on the Strategic Quest for Holistic Human Insight. 

The Strategic Selling Summit, a new event co-located with The 13th Annual Shopper Insights in Action Conference, is designed for Shopper Marketers, Category Leaders, Shopper Analytics and Merchandisers is focused on de-siloing the organization and optimizing basket growth. 

Best practice meets visionary thinking and actionability with all new case studies focused on targeting the right shopper, in the right context, with the right message with a goal of positive ROI for all groups involved in the selling process.