Tag Archives: TMRE Live 2009

A Look Back at TMRE 2009: Toyota: Continuous Improvement Through Research

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 General Session: Toyota: Continuous Improvement Through Research

Toyota: Continuous Improvement Through Research
Steven Sturm, Group Vice President, Americas Strategic Research & Planning and Corporate Communications, Toyota Motor North America, Inc.

Toyota runs their business according to the Toyota Way which relies on two principles:
-Continuous improvement
-respect for people

Toyota entered the US car market over 50 years ago. Their first car, Toyopet Crown, failed; it did not meet the quality or expectations of the US customer. This became the stimulus to meet more of the Americans needs

Toyota is the #1 brand in the US, and Lexus is the #1 luxury brand. Toyota is expecting affluent homes to grow over the next few years.

Lexus: best car and best ownership experience. So they then determined they’d sell Lexuses in their own dealer networks, and they would treated each customer as if they were a guest in their own home. Of 1,600 dealers that applied to be Lexus dealers at the beginning, only 80 were selected.

The #1 selling luxury brand in the US is the Lexus RX.

Toyota’s Concept of Sustainability
Core of what Toyota does is to have respect for people and the environment. They’ve capitalized on this with the Toyota Prius.

It has two power sources: gas engine and electric motor. A computer chooses which to use for maximum use, and the batter never needs recharged because it’s automatically recharged when the car breaks. It went on sale in 1997, and was not a success. They began using a family demo program. They did real road testing and got feedback directly from the customer. This also created buzz. Families felt that they were participating in a breakthrough, and also were getting attention.

People needed to be educated on how the Prius worked, as the technology for the car was unknown. Early adopters began to get their information about the Prius online. It was launched in 2000, and they exceeded their sales expectations from that year on. Media coverage, partnerships, and government incentives to purchase the car have since followed.

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: Why quality doesn’t matter A report on the terminal illness of Survey Research

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 General Session: Why quality doesn’t matter A report on the terminal illness of Survey Research

Why quality doesn’t matter A report on the terminal illness of Survey Research
Stan Sthanunathan, Vice President , Marketing Strategy & Insights, The Coca-Cola Company

Stan is presented us with two vital slides. As different people have different styles, and he doesn’t want to offend anyone.

Vital slide #1: Why quality doesn’t matter. You must think about the future. If you don’t have quality, don’t come to the party. This is the reason why quality should matter, but it shouldn’t be the only thing.

Vital Slide #2: It’s beyond quality. What’s the next frontier? This slide could be considered less offensive than the first.

85% of research leaders indicated that they are either ‘Neutral of dissatisfied with the impact of marketing research in their company. How can we take respondent engagement to the next level?

Is only debate getting us in the way we focusing on urgent versus important. We probably spend a disproportioninate amount of time on the urgent as opposed to the important. There is hope for the industry going forward, the question is is innovation happening at the pace its suppose to happen?

It’s about helping the company to change shape. Not following the change as quickly as possible. Leaders create change. Followers follow change. Our role as leaders and market researchers is to light the way, and show a beacon of hope for what can change in the future. End user expectations bring value to the table.

Expectations are changing quite dramatically. Going forward, we must put money behind research, innovation, and technology changes that accelerate change. We need to think about how we can bring dramatic changes to the world of our research? How can we use technology to do so?

What’s blocking our way for innovation?
We can’t agree on the definition of insight in the industry.
We don’t ‘know what we don’t know, and we don’t know how to know what we don’t know.

What will our final frontier look like?
The speaker can’t predict the future, but Facebook will become the insight provider for the world. There are 300 million individual users, each have given an extensive amount of personal detail. So we can get a great understanding of human conditions. It’s the best source in the world for information on the human behavior. What is your loyal fan base thinking about your product? What do they do, when do they enjoy coke; all can be found if used Facebook correctly. They’re consumers who love your brand.

Here’s what a company needs from clients and research agencies.
-creative problem solvers,
-Story tellers
-Disruptive thinker
-Visionaries
-Act before the change comes to shape change
-Imagine the world where date becomes a commodity
-Agencies are rewarded for business results delivered.

Focus on: outcomes, inspiring change and creating the future

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!

TMRE 2009: Get Stimulated: Innovating Through Challenging Times

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?

Research communities can be as Communities can be easy on the purse strings

For the first time this year, Gongos Research decided to raffle away a handbag that this year’s TMRE. They wanted to create something that showed who they were as a company and that aligned with their presentation with Domino’s Pizza. So with the motto of “Research communities can be easy on the purse strings when you know how to leverage and be creative with them,” they gave away a Burberry handbag. Susan Scarlet, the director of marketing and public relations at Gongos Research, said this was the perfect raffle prize to match the Gongos brand and their presentation with Domino’s Pizza. The lucky winner of the raffle was Debbie Lunsford, of The Coca Cola Company, pictured in the middle, along with Susan Scarlet (left) and Christi Walters (right), both of Gongos Research.

TMRE General Session: Why quality doesn’t matter A report on the terminal illness of Survey Research

Why quality doesn’t matter A report on the terminal illness of Survey Research
Stan Sthanunathan, Vice President , Marketing Strategy & Insights, The Coca-Cola Company

Stan is presented us with two vital slides. As different people have different styles, and he doesn’t want to offend anyone.

Vital slide #1: Why quality doesn’t matter. You must think about the future. If you don’t have quality, don’t come to the party. This is the reason why quality should matter, but it shouldn’t be the only thing.

Vital Slide #2: It’s beyond quality. What’s the next frontier? This slide could be considered less offensive than the first.

85% of research leaders indicated that they are either ‘Neutral of dissatisfied with the impact of marketing research in their company. How can we take respondent engagement to the next level?

Is only debate getting us in the way we focusing on urgent versus important. We probably spend a disproportioninate amount of time on the urgent as opposed to the important. There is hope for the industry going forward, the question is is innovation happening at the pace its suppose to happen?

It’s about helping the company to change shape. Not following the change as quickly as possible. Leaders create change. Followers follow change. Our role as leaders and market researchers is to light the way, and show a beacon of hope for what can change in the future. End user expectations bring value to the table.

Expectations are changing quite dramatically. Going forward, we must put money behind research, innovation, and technology changes that accelerate change. We need to think about how we can bring dramatic changes to the world of our research? How can we use technology to do so?

What’s blocking our way for innovation?
We can’t agree on the definition of insight in the industry.
We don’t ‘know what we don’t know, and we don’t know how to know what we don’t know.

What will our final frontier look like?
The speaker can’t predict the future, but Facebook will become the insight provider for the world. There are 300 million individual users, each have given an extensive amount of personal detail. So we can get a great understanding of human conditions. It’s the best source in the world for information on the human behavior. What is your loyal fan base thinking about your product? What do they do, when do they enjoy coke; all can be found if used Facebook correctly. They’re consumers who love your brand.

Here’s what a company needs from clients and research agencies.
-creative problem solvers,
-Story tellers
-Disruptive thinker
-Visionaries
-Act before the change comes to shape change
-Imagine the world where date becomes a commodity
-Agencies are rewarded for business results delivered.

Focus on: outcomes, inspiring change and creating the future

Keynote Session ‘ Innovation & Growth: Cultivating the Game Changers

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.