Tag Archives: TDMR Live

#TDMR Live: Smartphone-based Ethnographies with P&G and QualVu

Live Coverage by Kristin Schwitzer, cross-posted from the New Qualitative Research blog.

Real-time coverage of the following session from IIR’s 2011 Technology Driven Research Event in Chicago: ‘The Truth, the Whole Truth, and Nothing But the Truth: The Remarkable Candor of Webcam and Smartphone-Based Ethnographies’

Charlie Rader, Digital Insights Tools Leader Global Products Research Capability of Procter & Gamble, and John Williamson, CEO & Founder of QualVu, shared their work together doing Smartphone-based ethnographies.

John Williamson on left, Charlie Rader on right

Using mobile and video, QualVu gives P&G ‘more access to more consumers, in more parts of the world, more completely.’ Plus, QualVu has strong back end features for data mining, clipping and reporting.

Today, there are 750 million Smartphones and 1.8 billion global Internet users projected to be 5 billion globally in 2020, with 3 in 4 Americans online.
So it is evolution, or devolution? ;)


There has been a shift from researcher driven, out of context interactions and limited engagements, to now it’s all about them: it’s consumer-driven, event-driven, in relevant settings, and with extended engagements.

P&G success stories using QualVu:

‘ Bounty: event-driven, moments in life with Flip cameras on napkin usage upfront and then sent product to try for a paired-comparison feedback
‘ Venus: got into previously inaccessible settings (shower) and time periods (very early morning) to open and use prototype razors in the bathroom, along with any products used before/during/after shaving experience, broke down candidness barrier
‘ P&G Professional floor cleaning: webcams given to supervisors and Flip cams to workers cleaning the floor for actual B2B use, such as cleaning airport floors at 2am

Looking into the future:
‘ New levels of consumer-driven access: geolocation, QR codes, and break boundaries of ‘the project’
‘ Rated panels
‘ Data sharing (Flash transfer) and mining (searchable)

#TDMR Live: These are a few of our favorite tweets

Day two of TDMR included a lot of talk about Social Media…and a lot of talk on social media. We decided to take a look at some of the most retweeted and thought provoking tweets from the #TDMR twitter stream for an insight into some of the hottest topics of the event.

Top Tweets:

@katseyemedia: #Lenny Murphy asked: What constitutes a market researcher? It’s no longer an analyst, maybe it’s an insight-ist. #TDMR #mobilemr
@TMRE: “If you’re somewhat accurate, but can get it to me fast, that’s better then being 100% accurate but getting the information too late” #TDMR

@rstrohmenger Executives are concerned about substance; #mrx is concerned about form. Must change!

@lennyism: Exec want substance, #MRX wants form. That is the fundamental disconnect. Frank Della Rosa

@lennyism: Difference between a logo and a tribal marker; brand evangelists embrace logos as a way to identify themselves. Nice insight from #TDMR #mrx

@kirbythornton: Distributed Cognition aka Wisdom of the Crowd. The response from a respondent differs when collected individually or as part of group #tdmr

@: Ppl don’t want to interact w/data. Ppl want to interact w/ppl. Tech is getting better @ empowering it #MRX has to earn seat in convo #TDMR

@scanlon_pittPG Passionate plea on visualizing data. “I care about the insights… Not the data”. Conf attendee speaks #TDMR #mrx

@ehdecker: Ppl don’t want to interact w/data. Ppl want to interact w/ppl. Well, we’ve only interacted with data for ~100yrs (out of 2million). #TDMR

@rstrohmenger: Negation does not occur in the brain; #marketing needs to present info in the positive to resonate quickly & easily #MRX #tdmr

@BettyAdamou: 10-7-140 from @andrewjeavons . 10 questions, 7 options, 140 characters #TDMR @surveyanalytics

@ShailiBhatt: Social gaming is huge…Zynga would be the fourth largest country in the world, if it was a country! #TDMR. #mrx

Warren Sukernek of Alterian cited success of Comcast in using social media for customer service, achieved savings of over $1 mil

The term “google” was used in the 1960′s on The Jetsons cartoon! And we thought Google actually made it up! #TDMR
Charlie Radar (P&G) says “Instant is the new soon!” with mobile and web key research tools for global understanding #mrx

What trending topics on twitter did you notice? Did we miss anything?

#TDMR Live: Mobile and Geo-Location Research

Live Coverage by Kristin Schwitzer, cross-posted from the New Qualitative Research blog.

Real-time coverage of the following session from IIR’s 2011 Technology Driven Market Research Event in Chicago: ‘Geo-location Research through Mobile Device’

Jim Schwab, SVP North America of OnePoint Surveys, a UK-based mobile provider that can handle any handset, any country and any language. What is LBR (Location-Based Research)? It’s two-way real-time communication between a researcher and a participant, enabled by mobile handsets that engage people when they’re going about their daily business. In the moment, in location. Short: 1-3 minutes max. Participant selects communication vehicle to maximize response rates (18-30%, with 1-2% drop-off per question). Thank-you rewards delivered right to the phone immediately upon completion. When to use LBR? Consider mobile market research when you can’t use other methods:

  • want to be in-the-moment / on location
  • when need fast turnaround
  • need to reach hard to reach respondents

See www.onepointsurveys.com for related white papers. Challenges? Very fragmented market: SMS (can reach all 5 million phones), MMS (picture, video), email (upload picture or video into survey), etc. 82 different mobile operators in India alone. Cannot send a text into Brazil for free, but can in Mexico. Varying screen sizes and handsets, etc. Channel options? SMS (maximum reach), WAP (a more visual experience with a few more questions), Mobile Web (Smartphones), Apps (includes GPS location and barcode / QR code technologies), Integrate to Apps (integrated in a brand’s existing app), and Choice of channel (WAP, Mobile Web or SMS). Four mobile market research case studies:

  1. Retail voice of the customer (their hottest application in US right now)’ shoppers text # with feedback to a keyword assigned per store’ in future, trying to link to retailer’s loyalty program to increase joining and use as a recruiting tool for other MR studies.
  2. Brainjuicer and MGM’s movie prelaunch ad awareness and media mix, used 5 cities (n=150 each) to text in key word upon exposure to any related media, without needing to download an app. Delivered comparable results in real time (participants texted feedback which downloaded a survey to their phone).
  3. App-based mystery shopping to test retail openings, staff courtesy & efficiently, displays and signage via a branded App. Benefits: (GPS validated location and process), secure account, each day selected shops based on participant’s location, and no picture/text link mess-ups.
  4. App-based UK location-based test with 200 shoppers. Whenever they would walk within GPS coordinates of any supermarket store in the country (all pre-loaded), they were pushed a survey that linked to that specific store, then in Phase II participated in more in-depth work via online surveys and chats.

#TDMR Live: Day One in Charts

Following along with the #TDMR twitter feed has been fascinating during the conference. We’ve had a lot of great insights from both our attendees and speakers. In the spirit of using technology for market research I decided to pull some charts about our twitter feed using the Archivist tool.

First looking at our most active twitterers.You can see that we have a large group of twitter users following along and sharing. There are a few who dominate (Including our own @TMRE account), but overall many different voices to pull insight from.

Next I looked at the top words being used.
Obviously the Tweet-up on Sunday night caused a lot of excitement. You can also see that the #MRX and #NGMR hashtags are being widely used.

The tool also allows us to look at the amount of tweets vs. retweets (and it seems this crowd is made up of content producers as opposed to curators) the more shared links and the volume over time. To see the larger images, click here.

What were some of the most interesting tweets you saw on day one? Did anything catch your eye in particular?

#TDMR Live: Online ‘Feeling-based’ Dial Testing with Vision Critical and ESPN

Live Coverage by Kristin Schwitzer, cross-posted from the New Qualitative Research blog.

Real-time coverage of the following session from IIR’s 2011 Technology Driven Market Research Event in Chicago: ‘Online ‘Feeling-based’ Dial Testing ‘ A Revolutionary New Way of Understanding the Emotional Drivers of Content Appeal’

Vision Critical and ESPN spent the past two years ‘innovating together’ to develop new research solutions. Matt Kleinschmit, Senior VP of Vision Critical, and Julie Propper, Senior Director Advertising Analytics of ESPN, spoke on their relatively new online approach to testing cr
eative.

What is Reaction Plus? a new way of doing traditional dial testing, a scalable system for testing audio visual content online with national sampling in the context of a regular online survey, measuring emotional reactions real-time with overall assessment. It’s a next generation content testing tool providing second by second testing with real-time reporting, and full quant results available a few days later. It’s good for program testing, on-air talent testing, promo spots, ad testing, pilot testing, web media content testing, and radio.

How does it work? four steps: training video, content evaluation, follow-up Qs, and instant reporting.

How did ESPN use it? to take a closer look at creative and determine which elements have the greatest impact on ESPN’s audience. For football season, they looked at 43 ads from 14 advertisers and tested 25 reactions (e.g., amused, annoyed, informed). Their work included looking at various creative themes, media weight, and commercial duration.

What did they learn?
‘ the importance of knowing your audience ‘ men and women have different reactions (e.g., men are more frequently amused by the tested creative than women);
‘ simultaneous emotions exist ‘ the same element triggered both Amused and Annoyed reactions;
‘ not all TV creative are created equal ‘ branded messages are more likely to have higher unaided recall, aided recall and overall appeal, while co-branded messages tend to have higher fit with the sport;
‘ (not surprisingly) emotions that drive appeal and recall: Happy, Amused and Entertaining; Annoyed can drive recall, even though not appealing;
‘ make the most of a :15 second commercial, as these shorter spots can generate reaction in half the time of :30 spots.

Going forward, ESPN will use Reaction Plus to test multiplatform efforts, wear out, optimal commercial pod length, contextual relevance, pod positioning, and live game/highlights vs. programming.

#TDMR Live: Eye Tracking Session with Olga Patel from NESTLE

Live Coverage by Kristin Schwitzer, cross-posted from the New Qualitative Research blog.

Real-time coverage of the following session from IIR’s 2011 Technology Driven Market Research Event in Chicago: ‘Eye Tracking in a Virtual Retail Environment: Understanding Shopper Behavior Panel.’

Olga started by saying she didn’t want to follow a neuromarketing presenter, which is exactly what happened! Eye tracking is measuring the motion of the eye or intensity of the gaze, and is gaining popularity in MR as it helps to overcome respondent inaccuracy when they: stretch or rationalize the truth, cannot articulate properly, or choose the most beautiful product. It strives to get at subconscious levels of understanding. Eye tracking can help with packaging, aisle set up, advertising, etc. Three methodologies are used: 1) Reflected video-based (camera is embedded under monitor and tracks gaze as stimuli is shown, nothing is worn by participants, shows the eye’s path as well as how long gazed where) ‘ tip from print ad example: have model look at product in ad; 2) Mobile eye tracking (respondents outfitted with glasses and then go into a live store environment, transmits at 60 times per second to see what they see, good for testing existing categories ‘ not new products) 3) Virtual reality (for new products, a simulated environment tested either inside goggles worn by participant OR shown on a large flat screen and controlled via a participant-held joystick, much like being inside a video game) Here’s an example of an eye tracking heat map applied to testing print ads, with the model in the top ad looking at the reader and the model in the bottom ad looking at the advertised product (notice the additional red zone on the product in the bottom ad):

#TDMR Live: Morning Sessions, Day One

The first morning of #TDMR was introduced by conference chair Lenny Murphy with a “state of the industry” panel. First Murphy introduced the GRIT (GreenBook Research Industry Trends) results for Spring 2011, discussing an industry in transition.

According to Murphy, the industry needs to be moving from the Traditional Business Model to a Transition Model to the Future Model, which focuses on integrating and creating innovative technology and breaking down silos. He and the panel members challenged the audience to be leading technology and creating technology, move towards storytelling, and realize that human strategists are still the strongest tool available. For more about this session, read live coverage by Kristin Schwitzer here.

Up next, we jumped directly into exploring new market research technologies as Joseph Carrabis and Frank Della Rosa were “deliberately provocative” with their panel “Analytics Schmanalytics.” This presentation explored Neuromarketing. One interesting take-away from Joseph Carrabis was that the human brain is only hardwired to recognize six colors, using other colors in marketing materials or online can cause cognitive confusion and distract from your message.

Next Olga Patel walked us through some of the eye-tracking technology that has been used by Nestle. Interesting technology included heat-mapping for websites, eye-tracking glasses in a real-world shopping environment and 3D goggles for users to visit a virtual retail space. This technology can be merged with Neuroscience to measure the cognitive response and emotional response of consumers – leading to information that can guide package design.

As an example of the future of eye-tracking, Patel pointed at Text 2.0 technology like so:

After the break, Vivek Bhaskaran of Survey Analytics and Kevin Keeker of Zynga presented on using social gaming as a research methodology case study. Zynga is the number one developer on Facebook, and by tying quick 1-2 question surveys into the gaming experience and drawing from Facebook’s data they can provide enormous amounts of feedback quite quickly. Incidentally, it was also mentioned that Zynga is hiring for several Market Research positions.

Stay with us here or follow us on Twitter @TMRE for continued coverage of the rest of the event. What did you think of the morning sessions? Share with us in the comments.

#TDMR Live: Technology in Market Research Conference Opening Remarks with Lenny Murphy

Live Coverage of TDMR by Kristin Schwitzer, President, Beacon Research
Real-time coverage of the following session from IIR’s 2011 Technology Market Research Conference in Chicago: ‘Chairperson’s Opening Remarks and Welcome’ Lenny Murphy kicked off the 2-day IIR Technology Market Research Conference with opening comments about the transitioning nature of our industry. His comments were based on findings from the recently released GreenBook Research on Industry Trends (GRIT) report, which included these key findings: ?? There are major structural and systemic changes in the MR industry. ?? Despite a backdrop of professional pessimism, anticipated levels of future research spending are actually favorable. ?? Gaps between Suppliers and Buyers, tenure in the industry, age of respondents and geographic location exist when it comes to emerging technology adoption. ?? Social media, mobile, MROCs and text analytics are the newer techniques most likely to be used in the foreseeable future. ?? Utilizing the latest and most advanced technology is certainly important to both clients and suppliers, but the business relationship itself ‘ personal service, responsiveness, and attentiveness ‘ rises to the very top of the list of decision-making criteria. ?? 50 firms are identified as being perceived by their peers as being innovative. Next, he touched on implications for our industry:
Finally, he wrapped up by moderating a 3-member panel session: