Tag Archives: TMRE Live 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.

TMRE General Session ‘ 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.

Don’t Forget to Visit the Booths at TMRE 2009




There’s a lot going on in addition to the many workshop presentations at TMRE 2009.

Several exhibitors are showing their stuff in between sessions and during the cocktail reception coming up this afternoon.

Here are just a few of the “tried and true” exhibitors. Make sure you stop by and check out their booths–many are offering an opportunity for goodies in exchange for your business card!

And here’s a glimpse of a few of those taking advantage of networking opportunities while you’re here.

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.”

TMRE Keynote Presentation from Joan Lewis, P&G Officer, Global CMK

Joan Lewis’ keynote presentation was great! As a researcher who strives to present complex insights in a very simple way, I appreciated her storytelling ability. She drew the audience in through three well-articulated case studies on: Pampers, Olay ProX, Secret Clinical. She described how meaningful consumer insights helped them develop and execute a very clear message and full advertising campaign.

The Pampers UNICEF case study she described resulted in this one message: 1 pack = 1 vaccine. You can see the result of this campaign here. Believe me, the video is worth the 1 minute watch time. I want to buy Pampers, and I don’t need them!

And in typical P&G fashion, she concluded with a very simple, meaningful, clear message about their company belief: “We believe consumer passion brings innovation and competitive advantage.”

And with a quote from their President and CEO, Bob McDonald, “Our purpose inspires us. Our values unite us. And all our innovation capabilities and culture focus us on making small but meaningful differences…every day…for the consumers who have ALWAYS been P&G’s boss and our inspiration.”

Thank you for your inspiration, P&G CMK April Bell

TMRE 2009 Keynote: Martin Lindstrom: Buyology

Buyology: The Truth & Lies About Why We Buy
Martin Lindstrom, Author Buyology

Martin Lindstrom starts out by pointing out many of the irrational things we do. From taking the second magazine when purchasing one and that there is no 4th floor in the hotels here in Las Vegas. Studies show that 8 out of 10 new products fail. Until the age of 65, Americans watch 2,000,000 hours of commercials.

One of our fundamental problems is that our non-consciousness brain is making many 85% of our irrational decisions. Lindstrom is going to spend his keynote presentation discussing neuroscience. He took the concept of peoples buying behaviors and combined it with a scientific technique that looked at what people are really thinking about when they’re buying products. This is called the SST methodology.

We have various regions in the brain that can tell us what’s going on. Neuroscience tells you what goes on, not necessarily why it goes on. For this experiment, they used to methods to measure what was going on in the brain. If you look at a brain from a different angle, you’ll get different results, this is why two methods were combined. They took the show ‘Quizmania’ and asked people around their world if they liked it. The general response was that they didn’t like it. After a brain scan, they found out that what they really thought. They looked at other shows brain scans response, like American Idol, and found out that people really liked the show. Then they looked to distribute the show worldwide.

Lindstrom also looked at why people smoke. They looked into the craving spot of the brain. Countries across the world have banned their advertising on television, in movies and on the radio. So they’ve had to find alternative ways to promote their products. They’ve started promotion in other ways, such as Marlboro and their promotion of race cars, designs of the race tracks, and a barcode on the racecar.
Lindstrom is now looking at Coca Cola, which much of the world can recognize from simply their glass bottle. After showing a promotion, Lindstrom points that rituals are created with brands. He points out Apple iPods, McDonalds . If you build a powerful brand, you don’t even need a logo.

Lindstrom then took four different brands and test their smells. A branded smell activates the same areas of the brain that a brand logo does. Kids have an amazing ability to smell different bands and identify them. Non-conscious handshakes sell the signal of a weak person. We automatically assume that, and it may not be true. Less than 1% of brands today don’t have a powerful brand. We should not forget the power of sounds, casinos installed speakers that projected the coin machines into casinos to increase those gambling.

The non-conscious mind makes decisions for us in many cases. As marketers, we need to find a way to get around this. We must understand what goes on in the human mind.

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

The Future of Retail by Herb Sorensen


If you missed Herb Sorensen’s presentation on on Retailing: The Return to Personal Selling, you should check out his book and blog. No one doubted his passion for the subject as he walked us through the “history of retail” before giving us his take on the “future of retail.” “The need for efficiencies” he claims, is the reason the retailer/consumer relationship has evolved to where it is today. “It has always been about efficiencies and where we are today is simply because of this.”

The following quote summarized his point: “One hundred years ago retailers ran their stores by watching their customers closely. Somewhere during the last hundred years, spread sheets, slotting allowances, and quarterly performane replaced the basic principles of the business.” Norm Myhr, Group Vice President Sales and Promotion and Marketing, Fred Meyer.

He mentioned P&G’s early “Soap Opera Ad” and Sears “Wish Book Catalogs” as examples of how we began getting consumer’s attention outside of the store when it became difficult to do so inside the store.

And now, “everyone is realizing the system of communicating to consumers ‘outside of the store’ is not working due to the fragmentation we have” {due to MTV, facebook, etc.}

Statistics he cited include:
In 95, 3 commercials reached 80% of women 18-49
In 2000, it took 92 commercials to do the job

He concluded with how he sees the future of retail, titled: the “Amazonification” of Retail. “Because Amazon gets it, that the selling is always about the closing… Amazon understood that they had to ‘close the sale fast.’” And now, “the real battle in retailing is between Wal-Mart and Amazon.” So, how will we get personal selling back in the store? By “pulling the internet into the store,” he claims.

Also, other tips he gave for “closing the sale” in the store included:
1. Provide only a few “Top Seller” tags in the aisle
2. Brand call out tags on packaging: “Shoppers #1 Choice”
3. To make it clear, you can only do that with 1 or 2 items

I think I’ll buy the book. April

A Picture’s Worth A Thousand Words or Researchers

Among all our great coverage, here on our blog, our twitter feed, and our shared twitter discussion, and LinkedIn group, we’ve also been sharing great moments during the conference through our Flickr group. Here’s a look at our photos as the conference kicks into gear. If you’re in attendance, have a camera and are taking candid shots, be sure to join the group and share your photos. Participation is always welcome!

Updated: Symposia Session ‘ 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.