Tag Archives: The Market Research Technology Event

Create the Future With Better Insights at The Market Research Technology Event!

For three days this spring, at the Cosmopolitan of Las Vegas, we’re calling out to all change agents to come together and co-create the future around the structure of insights, implications and intelligence to drive innovation at The Market Research Technology Event. In a world where real-time feedback is not only and option but an expectation, where mobile is a lifestyle and social is a culture – where understanding customers holistically is the new norm, keeping up with the latest trends, tools and techniques is an absolute requirement in order to unlock new opportunities and protect a profession from some folks’ alarming predictions of extinction.

The Market Research Technology Event covers more than primary research, it’s business intelligence, market intelligence, data visualization, consumer insights, market insights and the result of convergence of all the BIG data.

What are a few of the presentations you can look forward to?

  • - How Mobile Video Can Help You Win presented by Hewlett Packard (HP)
  • - Robot Researchers Conducting Netnography presented by Brainjuicer
  • - Innovation as a Core Competency Presented by Xerox Company
  • - The Role of Flexibility in Using New Technologies Presented by Del Monte Foods
  • - Using Google for Consumer Insights Presented by Google
  • - Consumer Insights at Facebook Presented by Facebook

For more information on these events and the rest of the presentation, download the brochure.

As a valued reader of this blog, we’d like to offer you an exclusive discount of 15% off the standard rate when you register and mention code MRTECH12BLOG! Plus When You Register by this Friday, You Will Receive These Exclusive Benefits: Access to a Private Cocktail Reception with Dr. A.K. Pradeep, Copy of Drinking From the Firehose, by Christopher Frank, Vice President, American Express & Copy of TMRE 2011 Executive Summary.

If you have any questions about the event, feel free to email Jennifer Pereira.

Research Pays ‘ An International View

Today’s post comes from Tim Hoskins, VP of Client Relations at Quester. Quester is a sponsor at The Market Research Technology Event 2012. Quester?? has over 30 years of experience in uncovering the qualitative insights that are necessary to make businesses successful.  If you’d like to join them this April 30-May 2, 2012, in Las Vegas, NV, register today and mention code MRTECH12BLOG and save 15% off the standard rate!

Research Pays ‘ An International View

Source: Logo Resources

It is very likely that Nike will soon recover from their latest sneaker name. In short time you will have to actually search long and hard for the articles and blog posts on the internet. For the time being though, it has become the topic of conversation with others bringing up reminders of other companies who have had the same misfortune (read about the Black and Tan here). We will probably never know how the oversight occurred and personally, I think it may be best if we don’t.

What we can derive from this is that due diligence and research will always pay off in the long run. With the emergence of online qualitative software tools, interviews with your consumers can take place with a click of a button, even though you may be separated by an ocean.

In a study we conducted at Quester, we focused on conducting qualitative discussions with respondents in their natural language in the following countries; United States, Canada, Mexico, Germany and France. In total, 1226 respondents were interviewed around the topic of bottled water and the role that it plays in their lives. The average data collection time period was around one week per country.

For more details on how the interviews were administered, and the cultural nuances of each country, please feel free to download the paper here, or watch/listen to the presentation here.

How Social Media ‘Architects’ Work with ‘Detectives’ to Build the Human Network

The Market Research Technology Event is teaming up with sponsor KL Communications  to bring you weekly perspectives on the latest in the market research technology world.   The Market Research Technology Event is taking place April 30-May 2, 2012, in Las Vegas, NV.  As a reader of this blog, when you register to join us and mention code MRTECH12BLOG, you’ll receive a 15% discount off the standard rate!

How Social Media ‘Architects’ Work with ‘Detectives’ to Build the Human Network

By John Huntsman, Contributing Writer

An interesting perspective described by Brian Solis in his new book, ‘The End of Business as Usual,’ is that all of us who participate in social media are actively working together to architect the next generation of information network; aptly coined by Cisco as the ‘human network.’ The dominance of traditional search engine algorithms is on the decline, quickly being eclipsed by a new way of finding information that relies more on tapping into networks of people, and less on search engine indexes. Instead of manually combing through websites, articles, and databases that search engines point you to, you can connect to informed people (via social media) who can then help guide your discovery process. If there is any indication that things are trending this way, look at Google’s push to make Google+ viable.

From a marketing perspective, there is a big opportunity for brands to act as ‘architects,’ in which they make the information discovery process more effective and efficient for their target market. The key here is to provide quality and relevant information that speeds up the learning process, as opposed to simply providing sales copy that leads people directly to your website. Social consumers are more savvy than traditional consumers, and can spot a salesy approach from a mile away, so a major focus in social media for businesses needs to be on education.

With that said, how do you become effective architects of the human network? It starts with a top-down commitment to social media at your organization. However, once the resources are put in place to support a social media initiative, developing a strategy from that point becomes a little less straight forward. What content is most relevant to information-seeking prospects? Where do prospects typically start when searching for information? Where do they end up? What is the typical ‘click path’ that they follow before they are even ready to interact with a brand? The list of questions goes on.

How do you derive data-driven answers to these questions? Through using social media analysis tools such as Collective Intellect, Radian 6 or Netbase, in conjunction with tools like Klout or Twitalyzer, you can begin to uncover insights that can help you reverse engineer the information discovery click path. This type of research is based on ‘grounded’ or ‘empirical’ approaches, which takes the opposite approach of traditional research. It involves finding clues and opportunities, and letting that data guide the development of insights, instead of starting with a hypothesis that guides the direction.

It’s sometimes apt to think of a social media analyst as a detective. Just think of a classic detective movie where they pin up the various pieces surrounding a case on a cork board, and use strings to show how the different pieces are connected. This is essentially how social media analysts can go about trying to figure out the click path of their target market.

If the social media detectives are able to provide this type of information to the rest of the marketing department, they will essentially be providing the key background for architects to design effective blue prints in the human network. As social media becomes more ingrained in our culture, this architecture is going to become even more critical for awareness and ultimately the conversion of new leads.

More Than Ideas ‘ Crowdsourcing for Insight

The Market Research Technology Event is teaming up with sponsor KL Communications  to bring you weekly perspectives on the latest in the market research technology world.   The Market Research Technology Event is taking place April 30-May 2, 2012, in Las Vegas, NV.  As a reader of this blog, when you register to join us and mention code MRTECH12BLOG, you’ll receive a 15% discount off the standard rate!

More Than Ideas ‘ Crowdsourcing for Insight

By Sean Holbert, EVP & Client Relations

During our recent webinar, Objects in Mirror are Closer Than They Appear, Kevin Lonnie and I discussed some new technology and methodologies that are starting to impact research. At the end of our presentation, we polled the audience to see what they were most interested in learning about. Based on the discussion, Crowdsourcing was the top response ‘ so here we go. Let’s talk more about Crowdsourcing in research!

Crowdsourcing, at its core, is a natural extension of research. Jeff Howe coined the term back in 2006, calling crowdsourcing, ‘an open call to people who are most fit to perform tasks, solve complex problems and contribute with the most relevant and fresh ideas.’ Our job as researchers has always been to help organizations solve complex problems and to provide relevant and fresh insights, yet crowdsourcing hasn’t really been embraced by the research community’yet.

Part of the reason is that the most cited examples of crowdsourcing focus only on the ‘fresh ideas’ part of the definition and not as much on problem solving. My Starbucks Idea and iStockphoto are among the most cited crowdsourcing success stories. However, the end game of these programs is generating many new ideas. The ultimate development and success of those ideas lies in someone else’s hands.

Imagine if, after conducting a study on naming a new product, you presented senior management with 20 possible names. You’d be thrown out of the room, not given the clich??d ‘seat at the table.’ So how do we adapt this concept to our goals as researchers?

One solution vs. Many ideas
In order to make crowdsourcing a successful research tool, we need to take advantage of the creative, collaborative, and iterative nature of crowdsourcing, but need to go beyond an ideation session. We need to arrive at a well-developed solution. This means empowering participants to not only share new ideas, but to fine tune those ideas, vote on others’ ideas, and work together to arrive at one solution.

Less is more
This begins by framing the challenge. Just as we do in all of our other research, we need a clearly defined objective before launching a crowdsourcing study. If you present a detailed and structured challenge, you will get fewer unique ideas, but you will get a lot more depth and refinement to those ideas. If you present a broad, loose structure, you will get far more unique ideas, but not the same amount of depth and detail. Both approaches can be useful, depending on your needs, but be sure to keep this in mind as you match your challenge to your primary goal.

Healthy competition
Crowdsourcing is a team effort and adding a competitive element to any team venture is worthwhile. Remember, we aren’t just looking for a lot of ideas, but for one great idea. So there have to be winners and losers along the way. Don’t shy away from that; embrace it. Competition is extremely motivating to your participants and drives them to develop a general idea further. The premise is that not all ideas are created equal ‘ some are better than others and we want the best. So reward the best. Include a leaderboard or a bonus incentive to a small set of ‘winners.’ Make sure you announce your winners to the entire group. Rewarding and recognizing good ideas will lead to great solutions.

These are just a few tips for adapting crowdsourcing into your research world. You can learn more about the process on our CrowdWeaving page at www.klcommunications.com

Who can you meet a The Market Research Technology Event?

There are certain people who, when they speak, people listen. The Market Research Technology Event brings you those voices – to share their market research and technology insights and experiences first hand with you. You’ll have the opportunity to hear  Stan Sthanunathan, Vice President, Marketing Strategy & Insights, Coca-Cola,  Dr. A.K. Pradeep, President & CEO, Neurofocus, Christopher Frank & Paul Magnone, Co-Authors, Drinking from the Firehouse, and Paul Navratil, Ph.D., Manager – Visualization Software, Texas Advanced Computing Center, among others. Join us in Las Vegas this April 30-May 2, 2012 in Las Vegas, NV.  For more information on these industry leaders sessions and the rest of the event, download the brochure here.

Who has already registered to hear from these industry leaders?

Abbott Laboratories * Accenture Management Consulting * ACS Xerox Company * Airline Reporting Corporation * American Cancer Society * American Express * Anderson Analytics * Animation Dynamics Inc * ARCO * Automobile Club of Southern California * Bain & Co * Bayer HealthCare * Bellomy Research * BP Products North America Inc * BrainJuicer Group * Brand360 * Brown Brothers Harriman & Co * Burke * C+R Research * Caesars Entertainment * Campbell Soup Company * Chadwick Martin Bailey * Chrysler Group * Coca Cola Company * Colgate Palmolive Company * Confirmit * Connected * Consumer Truth * Convergys Corporation * Decision Analyst * Del Monte * Doyle Research * Dub * Duke University * EEDAR * Facebook * Foiled Inc * Forrester Research * Gadd Research Inc * Georillas Location Based Marketing * GlaxoSmithKline * Gongos Research * Google * GreenBook * Hewlett Packard * Highmark Blue Cross Blue Shield * Hilton Hotels Corporation * Honda R&D Americas * IBM * InCrowd LLC * Infosurv Inc. * Institute for the Future * Intel Corporation * Intuit * KL Communications * Klout * KS&R * Lieberman Research Worldwide * Maritz * Market Strategies International * Marketing Analysts * Marriott International * MeadWestVaco * MERCASID * MetLife * MichaelTchong.com * Monster * Morpace Inc. * Motista * MSW Research Inc * National Rural Electric Cooperative Association * Neurofocus, Inc. * Nokia * Nortstat * Opennet * Paradigm Sample Perception Research Services * Peretrutova Planet S.A. * Principal Financial Group * Procter & Gamble Company * Prophet Brand Strategy * Qualvu * QuestBack * Radius Global Market Research * RapLeaf Resource Systems Group Inc. * Retargeter * San Diego Gas & Electric * Simstore International * Socratic Technologies * Spych Market Analytics * SSI * Strategence * TDS Telecom * Texas Advanced Computing Center * The Nielsen Company * Travelers Insurance * Vision Critical * Wharton Business School * Wizards of the Coast * Zynga

As a valued reader of The Market Research Event Blog, we’d like to offer you an exclusive discount of 15% off the standard rate when you register and mention code MRTECH12BLOG! If you have any questions about the event, feel free to email Jennifer Pereira at  or visit the webpage.

MR Gets Dissed at the 84th Academy Awards!

The Market Research Technology Event is teaming up with sponsor KL Communications  to bring you weekly perspectives on the latest in the market research technology world.   The Market Research Technology Event is taking place April 30-May 2, 2012, in Las Vegas, NV.  As a reader of this blog, when you register to join us and mention code MRTECH12BLOG, you’ll receive a 15% discount off the standard rate!

MR Gets Dissed at the 84th Academy Awards!
By Kevin Lonnie, President and CEO

All in all, the 84th Academy Awards were largely forgettable. Billy Crystal, we love you, but it’s time to give that gig to someone born after 1950.

In the midst of this blandness, they set up a skit based on the idea of a 1939 Focus Group for ‘The Wizard of Oz.’ The piece was done by Christopher Guest and his troupe of actors. I have to say I’m a big fan of Christopher Guest, his acting troupe and cult films. ‘Best in Show’ remains one of my all time favorites.

But as I watched the piece, which had some funny moments (especially Fred Willard’s love of Flying Monkeys), I was thinking to myself ‘What was the writer/director’s intent’? And basically, it was to slam the idea of common folk aiding the creative process. Personally, I felt that MR had been dissed.  Watch the Christopher Guest Focus Group Skit (Hey we got dissed, but this troupe is always funny!)

And it goes back to what I would call ‘creative elitism.’ The idea that creative integrity belongs to the artists and certainly not the common folks. Besides, what does the public know about creativity?

Gosh, why would we want to ask people what they thought of the movie? Could it be the fact they’re the ones who pay to see them? It’s nice to set yourself above the fray and strike out on behalf of creative vision, but no one in Hollywood actually believes that crap. That industry is ruled by the dollar as much as any CPG or service company. You ask for the public’s input because you want to put out a product that people will actually want to see.

Well, I thought to myself, Kevin you’re being too parochial. Most folks probably didn’t take it that way, but looking at the Twitter feed told me that I was not alone:

jokes about focus groups. way to connect to rest of America, Hollywood.

Focus group skit horrible ‘ basically saying average viewers are idiots

I think the thesis is imagine if they focus grouped The Wizard of Oz, it would be terrible. That is a pretty hacky observation.

And I’m not even a fan of focus groups. I think their time has come and gone with the digital age, but the condescending tone of this skit is what annoyed me.

But to put everyone into context, I believe constructive criticism is an art. It’s not a matter of turning over artistic direction but you can certainly explore whether the product speaks to you. Musicians have always tested new material in their acts, gauging what songs are resonating with their fans.

And with movies, one of the more famous uses of market research was for the Michael Douglass-Glen Close Movie ‘Fatal Attraction.’ Joseph Farrell (who was honored during the awards as one of the greats who passed away) was a pioneer in using MR to help fine-tune a movie. The original ending of ‘Fatal Attraction‘ left audiences feeling empty. They wanted Glenn Close’s character to ultimately pay for her acts. So the ending was redone (Ms. Close’s character gets shot by the besieged wife) and the film debuted to critical and commercial success.

My point is that no one is above public opinion. An artist who is shunned by the public is a legend only in his/her own mind.

That doesn’t take MR off the hook. We have to be every bit as creative in extracting viewer insights so we don’t run roughshod over the artist’s intent but rather discover areas that are not working. Heck, this is why theatrical plays premiere in Peoria and not on Broadway. It gives the writers’ an opportunity to work out the kinks.

A century ago Henry Ford famously said this about the public’s ability to guide him: ‘If I asked the public what they wanted, they would have said faster horses.’ And Steve Jobs was a modern day Henry Ford on the value he placed on MR (basically zero). Mr. Jobs felt the public couldn’t articulate their need for something they haven’t seen.

Is it possible for MR to help create the next big thing? Can they actually help ensure the success of the next blockbuster?

I think the new interactive tools of MR are a game changer. Instead of looking at consumers as passive respondents, they become participants. And a participant can certainly be part of the creative process.

Besides it’s simply bad karma to put yourself above the paying public.

I’ve always admired this quote by the great comedian Jack Benny. When Mr. Benny was asked late in his career how he had managed to be relevant with the public for over 50 years, he replied. ‘When I started out in vaudeville, the other comics talked about playing down to the audience, so I thought I would play up to mine.’

You can read KL Communication’s blog here.

Paul Navratil Talks Data Deluge, Visualization and Analytics at The Market Research Technology Event

“Through our technologies we have access to a tremendous amount of information about how our products are operating. But when it comes to applying that data, the big challenges are building the trust among the parties that need to believe in that data – and finding a way to use it to tell the story. We need to make sure it’s visually compelling…” – Digiday, February 2012

Join us at The Market Research Technology Event as Visualization Scientist, Dr. Paul A. Navratil, Ph.D., and Manager of Visualization Software at Texas Advanced Computing Center, talks about data visualization and analysis and how the so-called “data deluge” can overwhelm traditional analysis methods. He will be presenting ‘Sailing the Data Deluge ‘ Advanced Computing for Information Visualization and Analysis’ on Wednesday, May 2.

For more information on his presentation and the rest of the program, download the brochure.

In preparation for the event, TMRTE’s Marc Dresner sat down with Dr. Navratil and discussed some of his recent work and his views on the current trend in big data visualization.

Download the MP3 here.
Download the PDF here.

The Market Research Technology Event is where “change makers” come to share practical lessons, productive debate and inspirational messages for moving forward and driving future innovation. It’s where you, your brand and your team need to be to stay on the cutting edge of what’s next in market research technology, and more importantly, how these tools and strategies translate into smarter business decisions. It will take place April 30-May 2, 2012 in Las Vegas, Nevada.

As a valued reader of The Market Research Event’s Blog, we’d like to offer you an exclusive discount of 15% off the standard rate when you register and mention code MRTECH12BLOG! If you have any questions about the event, feel free to email Jennifer Pereira.

How is GE using data visualization?

Data comes in streams, often in raw numbers.  In that state, most of the time they are too much for the human brain to comprehend.  GE has been creating data visualizations for years for other companies, but when they turned their technology into their own company, they found an abundant amount of possibilities.  They started off by measuring the power production of the production of their power turbines and their productivity over a two week period.

According to Fast Company, by gathering the data from their machine and then putting it into a 3D info-graphic, they were able to compare and monitor the productivity of their machines. Capabilities like this would allow them to monitor the products long term, possibly even helping them realize when a breakdown was imminent, and being proactive and fixing the machine ahead of time instead of being reactive to a broken machine.

Market research is much the same. So much data is collected with new technology. What’s the best way for all of it to be used? One way is visualization, picturing the data collected by respondents to show to pick up on unknown trends that could be emerging in the market place.

This April at The Market Research Technology Event, Paul A. Navr??til, Ph.D.,  the Manager of Visualization Software, Texas Advanced Computing Center will be presenting “Sailing the Data Deluge ‘ Advanced Computing for Information Visualization and Analysis.”  In his presentation, he will be looking at how the Texas Advanced Computing Center is doing just what GE is – monitoring the patterns produced by data from epidemics to crop yielding.  For more information on this session and the rest of the event, download the brochure here.  And if you’d like to join us, register today mentioning code MRTECH12BLOG and receive a 15% discount off the standard rate!

What can data visualization do for market research?

The Market Research Technology Event – Meet the 2012 Expert Speaker Faculty

In the spirit of our industry flagship, The Market Research Event, we proudly present the new and expanded: The Market Research TECHNOLOGY Event, a holistic synthesis of intelligence, insights and implications. This is an event with practical lessons, productive debate and inspirational messages for moving forward and driving innovation in your organization.

The Market Research TECHNOLOGY Event is uniting industry leaders with their big-brand counterparts as they share the ground-breaking tools and technologies being used to enable “in the moment” research to better understand consumer behavior. For more information about the program and the speakers below, download the brochure.

Big Name Keynotes:

  • ‘ Jane McGonigal, Author, Reality is Broken, and Gaming Guru
  • ‘ Stan Stanunathan, THE COCA-COLA COMPANY
  • ‘ Dan Ariely, DUKE UNIVERSITY
  • ‘ Christopher Frank, AMERICAN EXPRESS, Author, Drinking from the Firehose
  • ‘ Paul Mangone, OPENET, Co-Author, Drinking from the Firehose
  • ‘ Tiffany Shlain, WEBBY AWARDS
  • ‘ Dr. A.K. Pradeep, NEUROFOCUS INC, Author, The Buying Brain
  • ‘ Michael Tchong, Author, Social Engagement Marketing
  • Cross-Industry Market Research Leaders:
  • ‘ Shubber Ali, Innovation Lead, ACCENTURE MANAGEMENT CONSULTING
  • ‘ Jeffrey Boorjian, Vice President – Marketing, CAESARS ENTERTAINMENT
  • ‘ Stephen Cribbett, Co-Founder & CEO, DUB STUDIOS
  • ‘ Phil Davis, GM of Sales & Marketing Services, RAPLEAF
  • ‘ Arjun Dev Arora, CEO & Founder, RETARGETER
  • ‘ Kate Ertmann, Owner, ANIMATION DYNAMICS, INC

Cross Industry Market Research Leaders

  • ‘ Denise Fletcher, Vice President, Innovation, HEALTHCARE PAYER & INSURANCE ACS, A XEROX COMPANY
  • ‘ David Ginsberg, Director, Insights & Market Research, INTEL
  • ‘ Marc Harwitz, Director, Market Research, AMERICAN CANCER SOCIETY
  • ‘ Garth Holsinger, Vice President, Sales & Business Development, KLOUT
  • ‘ Gwen Smith Ismael, Senior Vice President, Insights & Innovation, DECISION ANALYST
  • ‘ Sterling Jackson, Research Manager, America’s Shopper Insights, HEWLETT PACKARD (HP)
  • ‘ Christopher Jones, Senior Manager, Player Insights, ZYNGA
  • ‘ John Kearon, Chief Juicer, BRAINJUICER
  • ‘ Kevin Lonnie, President, KL COMMUNICATIONS
  • ‘ Mari Luangrath, Head Cupcakeologist, FOILED INC.
  • ‘ Bill MacElroy, Chairman, SOCRATIC TECHNOLOGIES
  • ‘ Tiffany McNeil, Manager, Strategy & Insights, DELMONTE FOODS
  • ‘ Leonard Murphy, CEO, BRANDSCAN 360, LLC
  • ‘ James Newswanger, Senior Research Manager, Corporate Workplace Analytics, IBM
  • ‘ Sheila Normile, Principle Researcher, FACEBOOK
  • ‘ Amy O’Connor, Senior Director, Analytics, NOKIA
  • ‘ Sucharita Otta, Senior Consultant, Customer Analytics, AMERICAN CANCER SOCIETY
  • ‘ Olga Patel, Senior Manager, Open Innovation, MATTEL
  • ‘ Monica Plaza, Business Development Manager, GOOGLE
  • ‘ Claudio Scapsis, Chief Georilla Officer, GEORILLAS LOCATION BASED MARKETING
  • ‘ John Snowden, Filmmaker, SNOWDEN FILMS
  • ‘ Philip Swisher, Senior Vice President & Head of Innovation, BROWN BROTHERS HARRIMAN
  • ‘ John Williamson, Founder & CEO, QUALVU

It’s an exciting time to be a researcher as these technologies open the door to a whole new world of research opportunity.  It will take place April 30-May 2, 2012, in Las Vegas, NV.  Register today for a peek into the future of the industry! As a reader of this blog when your register to join us today and mention code MRTECH12BLOG, you’ll save 15% off the standard rate!  If you have any questions about the event, feel free to email Jennifer Pereira at jpereira@iirusa.com or visit the webpage.

What can gameification do for market research?

Gameification is a strong ally for many industries, and one industry poised to benefit is market research.  In a recent interview with Rajat Paharia, of Bunchball at Research., he examines what it can do for the industry – not just enhance the experience users have while participating in market research, but possibly enhancing the sense of loyalty the participants have towards the brand presenting the options for research.

Accordign to Paharia, “When done correctly, gamification creates a stronger sense of loyalty with the brand, agency or company providing the application. Reward and prize-based incentives work, but if they aren’t automated and part of a system that someone can regularly return to, they won’t keep people engaged. In addition, if these achievements aren’t visible to the rest of the community, they might not be as compelling.”

At The Market Research Technology Event, Jane McGonigal, Institute For The Future, will be on hand to present the keynote speech, “How Games can Empower you to GET Data” which will examine directly how market research could harness this powerful tool. For more information on Jane’s speech and the rest of the program, download the brochure here.  And, as a reader of this blog, when you register to join us April 30-May 2, 2012, in Las Vegas, and mention code MRTECH12BLOG to save 15% off the standard rate!

What do you think about gameification for market research?  What benefits could it have for the industry?