Tag Archives: TMRE 2010

Multimodal Research: A Saatchi and Saatchi Case Study

At The Market Research Event 2010, IIR’s Marc Dresner conducted a series of brief onsite interviews with many of the speakers to dive deeper into their presentations and thoughts on the current state of market research.

This week, we feature Johanna Skilling, EVP, Director of Strategic Planning, Saatchi & Saatchi Wellness. Skilling discusses how Saatchi was able to incorporate social media alongside more conventional modalities in the second iteration their annual ‘Wellness’ survey effectively and inexpensively. Watch the interview here:

Join the conversation! What do you think of multi-modal research? And is social media an option researchers should consider in a tracking study?

For more information on The Market Research Event, visit the TMRE Information Page here.

TMRE 2010 Around The Web

We had quite a few bloggers from around the country and world at last week’s TMRE. What did everyone have to say? Check out the TMRE Mentions from around the web. Is your review not on the list? Add it to the list by placing a comment below!

Research Rockstar: My Totally Unofficial, Brutally Honest 2010 TMRE Awards

Voices of CMB: The Chadwick Martin Bailey Research Blog: Three Quick Takeaways from Day One at The Market Research Event

Green Book: TMRE Recap From An Exhibitor’s Perspective

Next Gen Market Research: NGMR Award Winners Discuss Future of Research

Future of Insight: 6 Part Post on The Market Research Event

Survey Gizmo: The Market Research Event: Day One Recap

Question Pro Blog: Update from The Market Research Event in San Diego, CA

Dan Rockwell: The Market Research…. EVENT!

Updated 11/30/2010:
Seek Blog: Overheard at TMRE 2010

A Photo Opportmre’

By Marc Dresner, IIR USA

Research Fans:

Our friend, Tom H. C. Anderson, has posted the first of three photo galleries taken by Nelson Davis, Client Development Director of AIP ‘ a provider of online panels in Asia ‘ from this year’s event on the NGMR blog at http://bit.ly/aJ0KOd

Thank you for the great pics, Nelson!
Tenth person to contact me with a sighting of him/herself wins a $5 gift certificate to Starbucks. It may not pay for a whole cup o’ joe, but it’s a start. ;)

Reminder: a comprehensive exec summary for the entire three-day 2010 extravaganza is in the works, so stay tuned!

Contact: mdresner@iirusa.com

TMRE 2010: Evolve or Go Extinct

by Bill Weylock, Brand3Sixty

Reed Cundiff of Microsoft on the challenges of the MR professional at Microsoft today…. Let’s just say that his graphic was a vice, and he invited us to figure which body part would be most appropriately inserted.

Microsoft of course is famously challenged and has come out with two major products this past week – Windows Mobile 7 (yay) and Kinect (which I gotta try).

Challenges to the MR department stem from the democratization process that Microsoft has played a big role in: for instance enabling really bad PowerPoint presentations.

Now Microsoft MR needs to run around cleaning up such messes as badly done Survey Monkey projects or a study that has contravened standard consent protocols with respondents.

One of their big missions is to help marketers across the vast organization understand the importance of doing good research rather than just research. He stresses that 5% “off” in research results can have vast implications for hundreds of millions in research supporting billions of products and revenue.

MR tries to evangelize quality and at least to set up guard rails for the inevitable ad hoc research marketers will be doing.

Business Intelligence has proliferated from telemetry, traffic data from Bing, from “phone home” calls from distributed applications. The MR department is awash in data that is not dependendent on primary custom data collection. They are also awash in options. It all calls for some intensive attitude adjustment.

They could drown in information, on the volume of research conducted outside their purview. They have a choice of “victim vs. player.” They try to take advantage or such things as last minute demands for information to build credibility with senior managers and get closer to the decision. Their mission is to drive business impact across the company.

They have to choose roles between Knower and Learner: they do not need experts stuck in amber. They need adapters who can embrace new data streams and the new and growing needs for synthesis and consulting.

They have to choose between maintaining the Branch and sustaining the Tree: focus on the health and success of the tree rather than the size of your branch.

The administrative key to helping ambitious employees forsake self-promotion? They try to make the review process more transparent and let them know that playing well with others is a major factor in advancing at Microsoft. Once they see that good team players get promoted, they relax and trust the ethos.

This is a recurring theme at this conference and wherever two researchers gather: being subject experts is not enough and can even be a problem if it comes with inflexibility. Now success is measured by impact on the business and researchers must be communicators, evangelists for quality practices, and completely invested in the priorities of the business units they are assigned to support.

Further to all of this, the emphasis is no longer on data collection and discrete studies that have their own arc and validity.

Like other industries, but particularly true of software and technology, their mission is to get closer to the customer and let that understanding influence product development and services. Now focus areas need to be keyed to the strategic intersts of the business groups they support. Now it is “how can we mine existing knowledge and build on it.” How can we exploit partial answers from existing studies and initiatives?

Getting talent is a major issue. Hiring is not always the answer. Increasingly they build researchers into consultants by helping them with communications, issue framing, and story telling. They also help them in understanding the conceptual modeling capabilities of the team members. To what extent can they jump from the spreadsheet to real-world implications? How comfortable and effective are they at managing unstructured data.

A tough question came from the floor: how does MS MR achieve closer proximity to the planning and decision process? Is there not resistance from the other side, wanting research to be kept in its place? “Give us the findings and let us maket the decisions?”

I thought the answer was as good as the question. Reed pointed out that it depends on the levels you approach. Management comfort level with research reaching into real planning teams is higher at the senior levels where turf is not threatened. Upper management wants their research resource investment maximized and understands that access is key.

So MR gains access from above and fights “border skirmishes” at the lower levels after ultimate victory is already theirs.

Upper management does put up some “guard rails,” insisting the MR be present not as strategy consultants but as research consultants (not the easiest tightrope I can imagine, but negotiable). And management wants research clearly tied to imminent business decisions.

Multi-disciplinary, multi-tasking, socially and politically poised, intellectually acute, and selflessly collaborative. This does describe you, right?

Meet How We Decide Author, Jonah Lehrer Live at The Market Research Event !

Register by August 20 & Mention code JL10TMREBLOG and Receive a Complimentary Copy of Jonah PLUS join in and lock in our $400 early bird discount off the standard rate.

Join Jonah Lehrer, Author of How We Decide: The New Science of Decision Making at The Market Research Event for his much anticipated Keynote Presentation: The New Science of Decision Making.

Jonah will answer two questions of paramount importance to market research:

‘ How does the human mind make decisions?
‘ And how can you make those decisions better?

He will share you how leaders are taking advantage of new discoveries in neuroscience to make better television shows, win more football games, improve military intelligence — the list is endless. (On the flip side: how did defects in our decision-making apparatus lead to, among other things, the current financial crisis, costly wars, and how can we overcome these inherent flaws in our brain?)

Visit the bookstore immediately following his session you can have your copy of Jonah’s bestselling book, How We Decide signed during a rare book signing opportunity.

The Market Research Event
November 8-10, 2010
Hilton San Diego – Bayfront
San Diego, CA

Event: http://bit.ly/TMRE_2010
Brochure: http://bit.ly/TMRE_Brochure10
Register today and save: http://bit.ly/TMRE_SAVE

In addition to Jonah Lehrer, you will hear from 125+ leading market researchers, authors and academics, including: Dan Heath, Co-Author of Switch, Chris Anderson, Author of Free: The Future of a Radical Price & Author of The Long Tail, Richard Thaler, Author of Nudge, Michael Tchong, Founder, Ubercool & world renowned Trendhunter, and VPs from: Johnson & Johnson, Best Buy, Charles Schwab & Company, ESPN, PepsiCo, Darden Restaurants, White Castle, QVC, Campbell Soup Company, Avis Budget Group, IFC/Sundance Channel, Pershing LLC, NBC Universal, and more.

Download the brochure to see all the hot topics they will be addressing.
http://bit.ly/TMRE_Brochure10

Special Announcement! Future Market Research Leaders Education Series has partnered with faculty from the University of Notre Dame to bring you a co-located event for your Junior Team Members. Save 20% when your company attends both events!

For more information or download the brochure or visit – http://bit.ly/MRLeaders_2010

A look back at TMRE 2009: Get Stimulated: Innovating Through Challenging Times

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.

Get Stimulated: Innovating Through Challenging Times

Andrew Pek, Author, Stimulated!

Andrew Pek presented in the “Proof” track at last week’s 2009 TMRE, and looked at how people could become more creative in the work that they did. He focused on three ways to get stimulated, focusing on The Vibe, The Value and The Verb. We’ve got to work on better exploiting the brain in order to be more creative and innovative at work. Creativity is essentially a survival skill.

When audience members were asked about their best moments of creativity took place, they responded in the shower, while sleeping, driving, or even at conferences.

The Vibe, one of the core parts becoming creative, is all about managing your energy. Innovation is a vibe, and relies on tuning and turning your thoughts and feelings into a creative energy. Being aware of your thoughts and feelings is key to having a good vibe.

The Verb is to act, pair ideas with your actions. Pursuing ideas is the key to successful innovation. A great way to do this is to pair random words together. What do you need to come up with a creative idea for? One audience member suggested a new flavor of beer. Te audience then came together to think of different flavors of potato chips. This can introduce new flavors that one had previously never thought of.

And finally, Pek looked at Value. What impact do your new innovations have on your company and society?

CALL FOR PRESENTERS: The Market Research Event 2010

Email kvazquez@iirusa.com by Friday, March 19, 2010

From: Krista Vazquez
Re: The Market Research Event 2010
Event Date: November 8-10, 2010
Location: Hilton Bayfront San Diego, San Diego, CA
Deadline: Friday, March 19th, 2010

Krista Vazquez, Conference Director, The Market Research Event is now recruiting speakers for the 2010 program.

The Market Research Event is the industry’s leading conference showcasing the business value of market research and introducing the very best of what’s new in the market research field. Recognized for consistently delivering high quality content and speakers who are willing to share real stories, TMRE has earned the reputation as the “World’s Top MR Event.” The 2010 event is projected to attract nearly 1000 attendees with more than 60% representing end users and clients. Get involved today. All speakers will receive a free pass to attend the event ($3000+ Value).

Read on for submission guidelines.

Note: Submission deadline is Friday, March 19, 2010.

Content areas include:
Segmentation
Marketing & Media Mix
In-store Research & Shopper Insights
Trends
Research & Social Media
Analytics & Measurement
Marketing & Brand Insights
Management & Leadership
Insight Driven Innovation
Business to Business Research
New Tools, Techniques & Methodologies
ROI
Neuroscience/Biometrics

NOTE: Suggestions for alternate topics also accepted. Sessions can be presented as a case study or interactive/roundtable discussion.

All submissions must include the following:

1. Compelling and benefit oriented session title
2. 75 word description of proposed topic
3. 2 bullet points identifying key take-aways
4. Short bio for proposed speaker (include name, business title and company)
5. Contact information including e-mail address and phone number for proposed speaker.

We encourage you to forward this to your colleagues.

HDTVs in Two-Thirds of US Homes

Market research firm ORC reports that two-thirds of American households now have an HDTV. Geoff Duncan of DigitalTrends.com writes, if the numbers are accurate and the forecast bears out, that means that in 2013 about three out of four American households will have upgraded to HDTV’something that movie and television producers’as well as consumer electronics companies’will be delighted to hear.

‘As movie studios, cable and satellite operators, and broadcast networks offer more and more high definition programming, consumers are responding by upgrading to high-definition televisions,’ said ORC VP Manuel Flores, in a statement. ‘While purchase intention over the next 24 months looks promising, the economy remains a major hurdle to sustainable growth.’

What do you think about this rise in HDTV’s among American households?

Learn more: Study Finds Two-Thirds of U.S. Homes Have HDTVs