Tag Archives: Researchers

Q&A with Nielsen’s Chief Research Officer Mainak Mazumbar

In our Insights Interview series, we sit down with insights
executives to discuss the state of insights and where it’s going in the future.
We were fortunate to catch up with Nielsen’s Chief Research Officer Mainak
Mazumbar recently.
Here’s what he had to say:
What is the state of
the media research industry in 2017?
Mazumbar: Acceleration
of fragmentation and digitization of media will continue to create unique
opportunities for the media research industry. 2017 is the year when media
research will deliver massive measurement innovation by incorporating various
data (e.g. mobile devices, set top boxes, over the top, location etc) into the
current measurement methodologies in ways no one ever has before.
What have been the
biggest changes in the industry since you started your career’?
Mazumbar: Decline
in consumer participation in surveys and rapid adoption of mobile devices have
posed methodological and measurement challenges. Researchers have much better
insights into media behavior than before because of digital data. New open
source tools and cloud now allows researcher to deliver measurement at speed
and scale’. New data science talent who are versed both in statistics and
computing.
Have the influx of
social media and mobile made your job easier or harder?
Mazumbar: It’s definitely
easier because social and mobile data now allow us deeper understanding of
media consumption in almost real time. The challenge is how we, as researchers,
develop methodologies addressing both scale and speed.
How has the media
consumer changed in the past few years?
Mazumbar: While
we see continued fragmentation, consumers are spending more time on media than
ever before. I think mobile and new forms of video make a huge difference and
have revolutionized how we consume and interact with media.
How can media
companies do a better job reaching the new age consumer?
Mazumbar: Continue
pushing forward new strategies for mobile and video.
What is the biggest
challenge in the media industry today?
Mazumbar: Three
challenges:
1) It’s all about consumers’ “attention” on
various platforms and devices
2) Get ahead of fraud/ viewability issues and regain
advertiser’s and consumer trust
3) Data protection and privacy
Where do you see
media research moving in 5 years?

Mazumbar: There is an increasing
need for a third party and objective view of consumer behavior. This will
require researchers to develop independent and high quality data sets that
reflect the true behavior of real people — to address biases, limitations and
incompleteness of device level data. And the speed at which clients need to
make business decisions is increasing. Therefore, we need to deliver research
and insights with speed and scale.
Want more expert insights on the market research industry? Attend one
of upcoming 2017 insights events:
Marketing Analytics
& Data Science
April 3-5, 2017
San Francisco, CA
Use code MADS17LI for $100 off.
Buy tickets: https://goo.gl/YqXZdx

TMRE in Focus
May 1-3, 2017
Chicago, IL
Use code FOCUS17LI for $100 off.
Buy tickets: https://goo.gl/c2UdIv

OmniShopper
June 20-22, 2017
Minneapolis, MN
Use code OMNI17LI for $100 off.
Buy tickets: https://goo.gl/oUB85g 

TMRE: The Market
Research Event
October 22-25, 2017
Orlando, FL
Use code TMRE17LI for $100 off

Buy tickets: https://goo.gl/SKtcUv

Market Researchers Need to Be More Commitment Phobic

By: Heather
Williams
Yeah, I said it. Now I bet you can’t wait
to find out what on earth I could possibly mean by such a statement.
As an industry of very bright and
inquisitive people, researchers are often too committed to doing what they
know. There only seems to be a handful of people in the industry who are truly
shaking things up, apart from some super-dynamic tech start-ups who are banging
their heads against walls to get researchers to work with them to create a more
harmonious balance between tech and research method.
I don’t need to waste your time with
another blog post about how the world is changing all the time, that change is
inevitable, that smartphones are our best friends now, etc. You know all that.
You LIVE it.
However, I don’t have a problem reiterating
the fact that technology is so incredibly central to our lives and it’s already
outpacing us and our industry. We need to re-focus. This
does not mean we are going to lose our jobs to robots
, it means we need to
be smarter in how we collect, interpret and communicate data and insights.
How can we expect to accomplish intuitive
research and technological harmony if we aren’t happy and willing to adapt to
new ways of working, new technologies and methods?
Dr. Albert Einstein famously said: ‘The
definition of insanity is doing the same thing over and over again,
but expecting different results.”

Ultimately, research is about exploration
of people and culture as to produce a new way of thinking, a new perspective or
angle that can help brands be more relevant to their customers. Clients depend
on us for exactly this and, as our industry matures and many of our techniques
stay the same, I am sceptical of what we are bringing to the table that is
genuinely ‘new’. I personally believe we can do a lot more.
With new technologies comes unfamiliar data
sets. This can be intimidating and enough of a reason for many people not to
engage with a new method or technology. However, I can’t think of an instance
where we’ve done something experimental at Firefish where we didn’t uncover
something new. In our experience, that gem of an insight you couldn’t have
found in a traditional way is always worth the venture into the unknown.
Why do you think Tinder, the dating app,
became so popular among those looking for love? Vast amounts of choice could
lead to meeting ‘the one’, but you would have to put in the work into going
through the ‘data’ (i.e. possible partner profiles) in order for that to become
a reality.  
The GRIT Report from June of this year
states that one of the four most sought after training topics among researchers
is ‘Introduction to emerging technologies & methods’ (32%).It’s wonderful
that the appetite is there, but I can’t help but notice the ‘Introduction’
part. A third of our industry has barely touched the surface and is without a
solid foundation in how to deal with emerging technologies and, dare I say,
possibly an even bigger proportion aren’t actively building their skills &
knowledge in this area.

I can empathise, to an extent, as I know it’s
not as easy as it looks. I understand that we need to be confident in the work
we deliver to clients and this can hold us back when we have 24 hours to
deliver a dazzling proposal for a 5-market global study. I also understand
that, when you’re an agency who doesn’t have your own platform, you can end up
with a patchwork of costly technologies that creates a lot of data streams.
This gets expensive and complicated, but this is not a good enough reason to
give up. This is the time for us to be brave and to experiment, to break free
of our commitment to doing only what we know.

However, what if we weren’t so committed to
doing only what we know, but worked harder to push technology along so that it
did everything we needed? The brains behind our tech counterparts in the
research business crave to be the best but they are also challenged by roadmaps
and priorities’but are their priorities the right priorities for us? This
asynchronous approach isn’t working. We need to work together.  
This is a hot topic of conversation that I
frequently have with many of the leading tech companies in our industry. Robin
Hilton, Co-Founder and Director of UK-based ResearchBods, has this to say on
the matter:
‘The market research industry has been one
of the latter to embrace digital and technology – and this has seen MR lose its
relevance in businesses as marketing, digital and new tech sectors have
developed their own techniques and methods to obtain consumer insights.
 Many researchers are now starting to use and look at how tech can improve
their offering and provide solutions, but agencies are in a difficult place
when they receive briefs with very short timelines to respond, so understanding
how technology can best help to provide the best solution in a short time and
with limited budgets can be difficult. 
The ideal solution is for tech providers
and researchers to work together much more closely, using the knowledge of each
discipline in a genuine partnership, rather than a client/supplier
relationship.  This approach needs genuine trust between agencies and must
be worked at – but it also provides researchers with the knowledge and
understanding of how tech can help their clients get closer to consumers, and
in doing so, provides genuine added value for working with that agency.’ 
Ask yourself: why are you so committed to
something? Just because it’s easy? I can’t imagine anyone in an analysis
session giving up on finding out that ‘ray of insight’ to settle for the
easiest and most convenient answer, so why aren’t we challenging the commitment
quo to achieve a higher level of technology and research harmony?
To close, I’d like to share 5 tips on how
we approach working with technology at Firefish:
1.     Invest time to build knowledge and confidence: We regularly invest
time in learning about different technologies available. We know tech isn’t
going anywhere and we also know how effective and inventive it can be when part
of our projects.
2.     Ask the people what they want: We conduct ‘research on research’ at
the end of every digital qualitative project, to learn about the end-user
experience, so that we know how to be effective in our research design. For
example, we have learned that nearly every study should be mobile-first with
the option to seamlessly switch over to desktop/laptop, simply by asking people
what worked/didn’t work for them at the end of their project.
3.     Have a clear point of view: We continue to develop our best practice
which gives us a clear point of view when speaking to clients and colleagues.
This is also a great way to socialise thinking and consistency within your
teams.
4.     Be part of the journey: We don’t accept everything at face value
because, just like people, technology changes and evolves. We try to be part of
this process as much as possible. This includes providing feedback to suppliers
and learning about what is on their roadmap so that we can have confidence in
the technology we employ for each project
5.     Be bold: We know that we can be creative with technology. A tool
sold for quantitative data collection & analysis might also be effective
for qualitative research when executed in a smart and clever way. For example,
we used online eye-tracking with a robust, quantitative sample size, but our
analysis and the way we pushed our supplier to use the tech was underpinned by
a strong qualitative approach and analysis.
Commitment is for marriage, children and
filing your taxes on time. If the objective is to make data collection,
interpretation and communication easier, simpler and faster, then let’s break
free and explore, together, how we can become a little more flexible in how we
work as a wider industry. Share your experiences and your commitment to this
cause in the comments below.
See you at TMRE.

About
the Author:
Heather
Williams is Director of Digital at Firefish

Reminder Free Web Seminar Next Week! Stated “Versus” Derived Importance: A False Dichotomy

Name: Stated “Versus” Derived Importance: A False Dichotomy
Date/Time: Thu, Jan 14, 2010 2:00 PM – 3:00 PM EST
Register: https://www1.gotomeeting.com/register/542471264
Mention priority code MWS0028BLOG

Stated or Derived?

It’s a perennial question among applied marketing researchers who typically consider stated and derived importance methods as alternative ways of measuring the same construct.

But is this a correct assumption?

Find out by joining Keith Chrzan, Vice President, Marketing Sciences, Maritz Research for this informative IIR Webinar. Chrzan — one of the marketing research industry’s leading experts — will explore the two methods in greater detail and reveal how they, in fact, measure different things. Most of the criticisms directed at both methods apply only if they are done poorly, and in this presentation, Chrzan will distinguish better from worse ways of doing both stated and derived importance. He will also provide examples of importance measurement gone wrong and show how such error can cost companies millions. Additionally, the Webinar will reveal that the two methods have about equal validity when done properly.

What you’ll learn:

- Stated and derived importance measure different things
- If one method is better than the other
- As commonly done (90+% of applications) both methods are fraught with problems
- Both methods can be improved substantially using better measures and models
- Both methods have about equivalent validity when done properly

Free Web Seminar – Stated “Versus” Derived Importance: A False Dichotomy

Date/Time: Thu, Jan 14, 2010 2:00 PM – 3:00 PM EST
Register: https://www1.gotomeeting.com/register/542471264
Mention priority code MWS0028BLOG

Stated or Derived?

It’s a perennial question among applied marketing researchers who typically consider stated and derived importance methods as alternative ways of measuring the same construct.

But is this a correct assumption?

Find out by joining Keith Chrzan, Vice President, Marketing Sciences, Maritz Research for this informative IIR Webinar. Chrzan — one of the marketing research industry’s leading experts — will explore the two methods in greater detail and reveal how they, in fact, measure different things. Most of the criticisms directed at both methods apply only if they are done poorly, and in this presentation, Chrzan will distinguish better from worse ways of doing both stated and derived importance. He will also provide examples of importance measurement gone wrong and show how such error can cost companies millions. Additionally, the Webinar will reveal that the two methods have about equal validity when done properly.

What you’ll learn:

- Stated and derived importance measure different things
- If one method is better than the other
- As commonly done (90+% of applications) both methods are fraught with problems
- Both methods can be improved substantially using better measures and models
- Both methods have about equivalent validity when done properly

Linkage Strategies 2009

Linkage Strategies 2009: Customer Feeback & Action Planning

This event unveils the blueprint for researchers, marketers, product developers and customer strategists to translate data into action. A unique customer event that doesn’t just talk customer-centricity, it provides the measurement techniques to ensure every dollar spent on your customers delivers optimal profitability. In times like these, waste is not an option.

Find out how to bridge the gap between customer strategy and business strategy March 9-11, 2009 in Bonita Springs, Florida at Linkage Strategies 2009.