Tag Archives: The Market Research Event 2009

A look back at TMRE 2009: Looking Under the Hood of Corporate Social Responsibility: A Nestle and BuzzBack Market Research Study

The Market Research Event 2010 is taking place this November 8-10, 2010 in San Diego, California. Every Friday leading up to the event, we’ll be recapping one session from The Market Research Event 2009.

Looking Under the Hood of Corporate Social Responsibility: A Nestle and BuzzBack Market Research Study
Speaker: Brendan Light, BuzzBack Market Research

Brendan states some research conducted in conjunction with Nestle that helps answer some of these ‘fuzzy’ questions.

‘ Does the effort resonate with consumers?
‘ Do we know how to communicate to consumers?
‘ Do consumers believe it?
‘ Which efforts work globally which works better locally?

The research was done across 3 markets: USA, UK, and Germany.
A big concern that came from the results is that more than 2/3 of people are disappointed with how companies are conducting business.

How should companies act in terms of CSR issues? It should be seen as voluntary for these companies, but just because it is voluntary now it doesn’t mean that in 20 years these CSR issues won’t be regulated in the future. The definition of CSR should not come from the marketers, but it should come from the consumers so it is important to have conversations with them.

Consumers in Germany view being a good employer as a big issue for CSR, whereas consumers in the USA think more externally and view broader issues as important CSR issues. BuzzBack used their patented eCollage system which allowed consumers and all respondents to pick images for analysis.

From the analysis, we learned that consumers are aware of CSR but their buying decision is not affected by CSR.

Brendan was able to share with us some insights from his presentation. Check out the clip below.

Updated:

For those of you not at TMRE 2009, you can view the recent archived webinar recently presented by Buzzback that looks at this presentation.

A Look Back at TMRE 2009: Yes! Proven Ways for Market Researchers to Become More Persuasive

The Market Research Event 2010 is taking place this November 8-10, 2010 in San Diego, California. Every Friday leading up to the event, we’ll be recapping one session from The Market Research Event 2009.

TMRE Keynote Session ‘ Yes! Proven Ways for Market Researchers to Become More Persuasive


Presenter: Dr. Noah Goldstein, Professor, UCLA Anderson School of Management and Co-Author of Yes!

The session first opened up with opening remarks from the managing Director of The Market Research Event, Kim Rivielle. Kim mentioned that this event first started off 15 years ago and it has grown into a very industry encompassing event since then.

‘We are here to exchange stories’sometimes best practices and sometimes worst practices.’

After her opening remarks Kim introduced the Conference Chairwoman, Kelly Styring, who is a principal at Insight Farm. She went on to officially introduce this morning’s featured speaker Dr. Noah Goldstein.

Dr. Noah Goldstein begins his presentation by stating that attendees will learn how to better persuade messaging through many scientific ways. Dr. Noah gives an example of how Tony Little recently saw much more success by changing this statement ‘Operators are standing by, please call now’ to ‘If operators are busy, please call again’. The first statement leaves an impression that operators are just standing by twittering, not paying attention, and cleaning their fingernails as opposed to the second statement which leaves the impression that operators are taking phone call after phone call trying to answer questions and fill orders.

The second example explained how some studies show that up to 75% of hotel guests re-use their towels at least once if they see signs like this around the hotel. In the study, there were two different signs showed at the hotel. One sign mentioned ‘Help save the environment by re-using towels’ and the second sign mentioned ’75% of people are re-using towels’. We always heard the term follow the herd but there is a strong persuasion figure in similarity. If people see similar people re-using towels in their room then there is a strong chance that they will also follow suit,

The best communicators recognize when they are not the best communicators. How do they do this? Testimonials are key!

What is optimal is to get other people to do the persuading for you, but there are many times that you will have to do it yourself. When you don’t know people though, people question whether or not they can trust someone or believe what they say. Progressive for example, gives you quotes from their insurance company as well as many other companies. At times they do have the best quote but at other times they do not. Since implementing this innovation, Progressive has done fairly well contrary to popular belief.

‘To immediately gain credibility in the eye of your audience, argue against your self interest.’ (E.g mention a weakness in your case)

Common mistakes people often make is to:

- follow positive information with a negative qualifier, occasionally negating that positive information. Small weaknesses should be mentioned before your strongest qualifier in order to make up for it.
- focus on what the audience stands to gain from the opportunity they present. Companies should tell the people they are trying to persuade what they stand to lose if they don’t take the opportunity they present.

Gifts and favors are most powerful when they are:

- significant and meaningful
- personalized
- unexpected

A Look Back at TMRE 2009: How Consumer & Market Insights Steers Company Strategy & Innovation

The Market Research Event 2010 is taking place this November 8-10, 2010 in San Diego, California. Every Friday leading up to the event, we’ll be recapping one session from The Market Research Event 2009.

Keynote Session ‘ How Consumer & Market Insights Steers Company Strategy & Innovation

Presenter: Joan Lewis, Global Consumer & Market Knowledge Officer, The Proctor & Gamble Company

Lewis starts off her presentation by mentioning that P&G has done a lot of work on trying to get natural ingredients products on shelves. P&G has spent a lot of time to figure out what products would be beneficial for consumers and what really matters to them in different countries. Because of this P&G has created products such as the natural ingredients in dog and cat food which has saved many animals with enzyme problems just to name one.

P&G doesn’t always get it right all the time because some products fail. P&G is able to innovate through their Global Growth Strategy:

‘Touching and Improving More Consumers’ Live in More Parts of the World’More Completely’

Consumer and market knowledge helps drive company strategy, innovation, and competitive advantage. This has sparked P&G to hold over 15,000 research studies per year and spends over $350 million each year on consumer research. P&G also spends a lot of time connecting with consumers across 80 countries and has about 5 million consumers with whom they do resaerch.

Joan Lewis gives us an example of a case study with Pampers and UNICEF. Moms and dads want to help infants around the world but feel like they are helpless. Realizing this, Pampers launched the ’1 pack = 1 vaccine’ campaign where tetanus vaccines are giving to underprivileged children around the world. The purpose of the campaign is to eradicate the disease by 2015.

The 2nd case study is about Olay Pro-X. A pretty large contingent of women are interested in skincare, they are interested to spend money and time on research, and are interested in products that actually work. P&G was faced with the challenge of make it shine in order to convey their benefits of working better than $350 priced prescription medications. The packaging of Pro-X and the work done before the product hit shelves added to its credibility at $40-$50 an item. Even though there was skepticism of the product, it has been the largest launch in Olay history. Olay was able to provide consumers with a product that is valuable to them.

The 3rd case study is about Secret Clinical Strength. There was a small group of women who struggled with heavy sweating and a team listened to their problems. These women had a need that P&G could help improve on and deliver a valuable product to them. P&G had the challenge of creating a great quality product and delivering messaging to reach this target. The product has won many product awards and has received many accolades which have made it a huge success in store shelves.

Joan Lewis closes with a quote from P&G CEO, “Our Purpose inspires us. Our Values Unite us. And all our innovation capabilities and culutre focus us on making small but meaningful differences every day..for the consumers who have ALWAYS been P&G’s boss and our inspiration.”

A Look Back at TMRE 2009:Managing Knowledge:Cohabitation: Rethinking the Client/ Consultant Relationship

The Market Research Event 2010 is taking place this November 8-10, 2010 in San Diego, California. Every Friday leading up to the event, we’ll be recapping one session from The Market Research Event 2009.

Cohabitation: Rethinking the Client/ Consultant Relationship

Presenters:
Tina Brogdon, Psyma International
Laura Bernier, Kraft Foods

When working with a client and a vendor, it’s important to understand roles. Client brings a deep, rich understanding of the brand. The supplier helps keep the project objected throughout the whole process. A partner helps to keep things on an organized timetable. The vendor needs to dig deep and figure out what has to come out from the research.

Laura was in charge of conducting the ethnography and so she was responsible in choosing a team. There were participants with a wide role of functions. The team was divided by market and industry so that they would have a clearer understanding on the research. Having a cross-functional team was vital in collecting the right information.

When the field work happens, make sure to debrief after each session. The reason behind this is to hear the stories because everyone has a different role in the process. Igniting the spark with teams is crucial because at times they can be working for 12 hours so snacks will be important in keeping staff motivated.

Cons

- The vendor needs to learn the history & business in a short period of time
- Tight timelines
- Communicating across a large team can be difficult and time consuming
- Senior management is involved
- Objectives and consumer targets cannot change during research
- Projects can be long

Usually clients fall in the trap that we are the consumers, but we are not. Make sure to remove these biases.

Here’s a brief clip from the presentation below.

A Look Back at TMRE 2009:Managing Knowledge: Maximizing Returns

The Market Research Event 2010 is taking place this November 8-10, 2010 in San Diego, California. Every Friday leading up to the event, we’ll be recapping one session from The Market Research Event 2009.

TMRE Session ‘ Managing Knowledge: Maximizing Returns


Presenters:
Luke Allen, MD, Nunwood
Katrina Rochowski, Orange

Luke Allen began by explaining that there are 4 key pillars in insights systems

- Creation of the knowledge
- Identify what is relevant to you when making key decisions
- Distribution
- Measurement

Katrina then explained that 3 different areas feed into insights which are: competitive intelligence, research teams, and strategic insights. They used the agreed approach which included:

- Getting signoff to see if certains things were ok to do from a business standpoint
- Getting technical signoff with IT to make sure that requirements fit with IT roadmaps and infrastructure
- Ensuring the final solution will actually work

The first phase was to figure out requirements of what was needed which included content, IT specifications, and website usability to name a few. The 2nd phase was implementation, which meant developing software to map out the requirements needed. The 3rd and last phase was the launch, which made sure everyone was able to use it easily and maximized exposure.

A Look Back at TMRE 2009: Knocking Down Silos to Drive Innovation Momentum

The Market Research Event 2010 is taking place this November 8-10, 2010 in San Diego, California. Every Friday leading up to the event, we’ll be recapping one session from The Market Research Event 2009.

Knocking Down Silos to Drive Innovation Momentum


Presenters:
Mike Maddock, Maddock Douglas
Javier Flaim, Maddock Douglas

Mike Maddock begins by stating “You can;t read the label, when you are sitting inside the jar” which many employees find themselves inside. It is important to understand that we all have different perspectives and see things differently. That is why it is important to not throw away ideas.

In the innovation process, Maddock Douglas has a Global Expert Network (GEN) of 6,000 innovators that they can look to for external ideas and innovation. It is not necessary though to have a GEN in order to have external ideas, as long as you are looking outside of the box. The speakers then moved on to an interactive session called the “toothpick” test where attendees had to remove toothpicks from a board in order to create squares. The purpose of the test was to see if anyone asked helped and no one did. The reason why they didn’t ask for help was because before the test Mike mentioned to everyone that they are smart and didn’t need help. This proves that by motivating employees and keeping their spirits up, much more can be done.

This week save $600 on The Market Research Event

The Market Research Event 2010 is on track to SELL OUT! Be sure to register early so you aren’t the one who is left behind. More than 800 top level market research and consumer insights professionals are expected to attend – with more than 60% from the client-side.
Hundreds of your colleagues have already signed up to attend the “World’s Top MR Event”.


Including senior research, insights and marketing executives from:
20/20 Research * Google * Procter & Gamble * 3M Greenfield Online * Product Ventures * Acosta Sales & Marketing * Groupnet * Psyma International Inc * Adobe Systems * Grupo Cuauhtemoc Moctezma * Publix Super Markets Inc * AIP Corporation * Guardian Life * Quick Test/Heakin * Altria * H&R Block * Recreational Equipment, Inc. (REI) * American Express Business Travel * Hall & Partners * Rich Products Corporation * American Water * Hamilton Beach Brands * Roche Diagnostics * Ameriprise Financial * Hartz Mountain Corporation * Saatchi & Saatchi Wellness * Analytic Partners * Heinz * Sachs Insights * ANZ National Bank * Hershey Company * Sam’s Club * Applica/Russell Hobbs * Hilton Hotels Corporation * Savitz Research * Authentic Response * HJ Heinz * Schlesinger Associates * Avis Budget Group Horace Mann Companies * Schoolcraft College * Bbc Global News * Hotspex Inc * Scott’s Miracle Grow * Benenson Strategy Group * Hyundai Motor America * Seagate Technology * Best Buy * IBM * Seek Research * Burke * Ideas to Go * Sensory Logic * Bush Brothers & Company * iModerate * Shutterfly.Com * Buzzback Market Research * Ingersoll Rand * Skim Analytics * C & R Research * Innerscope Research * Smartrevenue * C&C Market Research Insight Information & Consulting Services * Smith Hanley * C&R Research Insight Marketing Systems * Society of Actuaries * Cablevision Systems Corporation * Insight Research Group * Socratic Technologies * Cambiar * Insightexpress * Solar Winds * Campbell Soup Company * Insightography * Sony Electronics * Carecredit – A Ge Money Company * Intel * Southwest Airlines * Center for Strategy Research * Invoke Solutions * Starbucks Coffee Company * Central Michigan University * Ipsos * Sterling Brands * Chadwick Martin Bailey * Irving Oil Corp * Sterling Rice Group * Charles Schwab & Company * Jd Power & Associates * Strategyone * Church & Dwight Company Inc * Johnson & Johnson * Strottman International * Clorox * Kao Brands Company * Survey Sampling International * CMI* Kimberly Clark Corporation * Surveygizmo * Communispace * KL Communications * Surveywriter * Confirmit * Kraft Foods * Symrise Inc * Consumer Insights Group LLC * L & E Research * Taco Bell * Corporate Research International * Lieberman Research Worldwide * Target * Cuna Mutual * Lightspeed Research * Tds Telecom * CVS Caremark * Lockerz * Techneos Systems Inc * Darden Restaurants * Luxottica Retail Na * Texas Instruments Inc * Decipher * M/A/R/C Research * The Coca Cola Company * Decision Analyst * Maddock Douglas * The Hampton Roads Economic Development * Dell Computer Corporation * Maritz Research * The Pert Group * Discovery Research Group * Marketsight * The Sound Europe * Diversified Business Communications * Markettools * The Sound NYC * Dms Research * Master Card Advisors * The Sound Research Inc * Dole Fresh Vegetables * Mccormick & Company Inc * The V.E.R.T. Group * Ebay * Medallia Inc * Thoroughbred Research Group * Ebay Europe Germany * Metlife Auto & Health * Tivo * Education Management Corp * Microsoft * TNS * Elemental Data Research * Mindwave Research * Toyota Motor Sales* And More!

Through an immersive and engaging experience, The Market Research Event will help you make 2010 the year insights deliver. Over 125 speakers from leading Fortune 1000 companies and visionary market research firms will reveal case studies and best practices on how they made insights a key driving force in their organizations and how you can become a strategic leader in yours. Download the 2010 Brochure and don’t forget to register by Friday, July 16 to Save $600 off the standard & onsite rate.

A look back at TMRE 2009:Innovation & Growth: Cultivating the Game Changers

The Market Research Event 2010 is taking place this November 8-10, 2010 in San Diego, California. Every Friday leading up to the event, we’ll be recapping one session from The Market Research Event 2009.

Presenter: Ram Charam, Author of Leadership in Times of Economic Uncertainty & Co-Author The Game Changers

Here are a few takeaways from his informative presentation.

Ram Charam begins his keynote session by asking the question ‘Why do 90% of accountants not turn into CFOs? Most accountants can’t make the linkage to the outside business and do not see the connections. There are many CFOs who do not have an accounting degree, but they are able to see the bigger picture.
Innovation is different from invention. Invention is the generation of an idea. Innovation, though, is conversion of an idea into money making. That is the viewpoint of a CEO.

Innovators must follow business acumen
1. Will this idea engage more revenues or acceleration of revenues
2. Will it accelerate profit margin and growth margin
3. Will it enhance the brand

How do you convert insights into revenue into margins? Ram Charam takes a look at the iPod which has no new technology in it. Brands also need people to view and see their social responsibility.

A look back at TMRE 2009: Interview with Communispace CEO Diane Hessan

The Market Research Event 2010 is taking place this November 8-10, 2010 in San Diego, California. Every Friday leading up to the event, we’ll be recapping one session from The Market Research Event 2009.

Interview with Communispace CEO Diane Hessan

We were able to catch Diane Hessan, CEO of Communispace, and ask her some questions about some of Communispace’s new research initiatives and what lies ahead for market researchers of tomorrow. Take a couple of minutes to view the video below. Enjoy!