Tag Archives: TMRE Live 2009

Symposia Session ‘ Updates on the Impact from Two Paradigm Shifts on Quality

Rahul Sahgal, Annik
Tom Anderson, Anderson Analytics
Kumar Mehta, Cross Tab

As with any industry cost is important and that is why we outsource but here are some areas where it is important to have someone there internally to make sure that all areas are being met:

‘ Productivity
‘ Reliability
‘ Responsiveness
‘ Quality Measurement

Positive impact on quality of offshoring and outsourcing
- Faster turnaround time
- More time to spend on thinking of the numbers
- Allows business to be more relevant

Negative impacts of offshoring and outsourcing
- Checks and balances
- Understanding the cultural differences
- Communication styles

When businesses are looking to outsource they must be sure to introduce quality tools to the process. It is important to know what your suppliers are doing in this industry. Internal training gives you the ability to collect insight on what issues they are facing in that country.

Live at TMRE in Vegas

Well, hello. Here I am, blogging again for IIR live at The Market Research Event 2009 in Las Vegas. We are at the Red Rock Resort and Casino and it is rockin’! Wow, what a great conference site–here’s the view from my room!

It is cool to be back for the 2nd time. Last year was my first Market Research Event. This

year, I recognize a few faces and have met a few of you throughout the year.

So, if you’re reading this and you’re here in Vegas for the event, please let me know if you have something valuable to add to the blog.
Hope to meet you. April Bell

Web 2.0 & Community Research Symposium: More for Less: Leveraging Research Communities to Maximize Your Budget

More for Less: Using ResearchCommunities to Stretch Your BudgetChristi Walters, Gongos ResearchKristin Lozon, Domino’s Pizza

Updated: Video from the presenters below

Domino’s research investment and how it’s paid off. A lot of research has come of this online community.

Domino’s research community was created by Gongos. Not a typical web community, it’s for qualitative and quantative data. They’ve divided it into different research segments.

Domino’s Research department is very small. Two people have just joined the team. Many demands for information, as the economy worsened, there were more needs for information. They needed information to make decisions on a timely basis. They needed a timely pulse on their customer. How were the external factors influencing the buying behavior of the customers? What was the role of pizza and food? Was it an everyday purpose or a special occasion in the economic climate? All of these were things they were trying to understand?

They use a forum to understand what’s going on from their consumers. They have discussions and the Domino’s research team monitors it. There are 300 members in this group.

Pizza community is unbranded. The members are asked pizza questions, lifestyle questions. Half way through the community process, it’s revealed that the company behind the community is Domino’s.

Pizza Hut beat Domino’s to the pasta market. They used the community to ask quantitative questions to find out about the competitive product. They could evaluate the pizza hut offering to find out the strengths and weaknesses, then used those lead them to individualized servings, greater variety consumers couldn’t make at home, and that there were doubts about quality.

An example of how the research community was used is with the bread bowls. The target for the pasta bowls is for families, however initial pitch did not work. . They used the community to test out the commercial, and found out that this commercial highlight the bread bowls was inappropriate. They made the spot acceptable to launch with advice of research community, and were able to change scenes and voiceovers to make commercial better for the public. They community also wanted more breadsticks so they put the pasta in a bread bowl to meet the community’s needs. Domino’s saved $534,600 using their online research community.

To create an online community:
-Make sure you have the correct partner to do the research with
-Surprise value is something you can get from your community. They’ve changed over the years. They can allow companies to be creative, and they go beyond traditional research, as well as create a dynamic environment.
-Responses from consumers are better, they’re the off the top of their head answers as opposed to the calculated answers that could come from other areas.

Future Domino’s projects with their community include logo design and filming members ordering process

The Domino’s research community is screened. The incentive structure for the research community is varied. They earn points for sponsored activity, and the activity has $10 Amazon.com gift card at the end of the month. The community is a great value for the customers and the researchers. They asked for the incentive ideas from their consumers.

Symposia Session – CBS Television City at the MGM Grand: CBS’s Innovative Multipurpose Research Facility

Speaker: Ramon Ramos, Comcast Sports Group

Ramon begins his presentation by explaining why they chose Las Vegas as their location for their research facility. Las Vegas is a huge tourist attraction bringing thousands of people to the city year round, it has warm weather all-year round, and there are no blue laws prohibiting people from working on Sunday are just some of their reasons why they chose this location. The facility includes the following elements:

‘ Two screening rooms
‘ Two focus group rooms
‘ Seventy 19inch Touch-Screen Computer Monitors
‘ Tobi Eye tracking system
‘ Twenty-four equipped with web cam capabilities
‘ And much more

The facility also serves as a great promotion tool. Not only is research conducted there but there is access to over 33 video displays that reach more than 5 million visitors a year. Employees can also distribute promotional materials and special events are also staged to create awareness on new or existing products.

Here’s a clip from his presentation:

Proof Symposia: The Evolution of Packaging and Purchasing Environments

The Evolution of Packaging & Purchasing EnvironmentsCraig M. Vogel, FIDSA, Associate Dean, DAAP,University of Cincinnati

This session covered the evolution of ideas and how they connect to what’s going on today.

Coca cola is one of the most powerful global brands. When does a brand become known? When enough people have a visceral understanding of the brand.

How do you understand how your brand is viewed externally?

There are five ways to look at your brand:

A company needs to understand when a product is invisible to the consumers. The package delivers the message about the product, from first buy and throughout use. It’s starting to lose its ability to build on any more equity than it can handle.

When you change the images of your product, you can increase the value, stronger message, and then shift the strategy of the packaging.

In the 1990s-2000s, experienced economies are primary drive to buy people to buy more and more services. With failure of the economy, many products are sliding back to basic goods, and few are staying up at premium experiences. Many products people buy are from choices.

Companies can no longer sell one dimensional products. Many companies must create messages about personal values and global issues. Box stores are obsolete concepts because of current costs and overinvesting. Many people are moving back to cities. Companies are creating local stores, example ‘ Wal-Mart. Many of these large needs and want centers are going ot go back to decentralized shopping. Smaller scale neighborhoods and investments. Starbucks will go into contextualized stores without name. Mega centers are too hard for people to get to.

Symposia Session – The State of Online Research Panels

Don Bruzzone, Bruzzone Research
Steve Gittelman, Mktg Inc.

Don begins his presentation by stating that there is a reluctance to reply in panels. Out of an example panel of 19, only 12 answered the 1st inquiry, yet after 3 attempts 17 had answered. Many objected calling the questions intrusive and incredibly invasive just to name a few. Don also suggests putting direct limits on panel invitations.

The most important problems as stated by Don:
- Minimize the number who have been on the panel for years
- Minimize the number doing it for the money
- Eliminate the straight-liners
- Eliminate speeders
- Avoid panels that send excessive invitations

Steve Gittelman starts off his speech with this quote from Ron Gailey, ‘In every study examined’people with more panel tenure gave lower demand.’

What is a researcher to do?

Uncontrolled variables can drive inconsistency:
- Respondent tenure
- Professional respondents
- Speeders
- Consistency erros
- Satisficing
- Shifting sample sources

Welcome to the 2009 The Market Research Event!

We are here live from the 2009 The Market Research Event, making final preparations for the opening of this year’s conference. As readers of this blog we offer you an opportunity to share in some of the great presentations and information from the conference. This year to help you stay informed and in the loop of everything that is happening here at TMRE as it is taking place, we have several tools in place like live blog posts, twitter updates, photos from Flickr, daily emails, and discussions in our LinkedIn and Market Research Global Alliance Group that we will continue to post throughout the event. If you’re going to be Twittering with us from TMRE, please use #tmre!

We plan to be live-blogging throughout the conference, so be sure and subscribe to our RSS feed to continuously receive updates direct from the conference. The conference is scheduled to begin tomorrow morning, but we’ve captured some footage of the setup here in Las Vegas. Here’s a look:

Finally, we also spent a few moments with Conference Director, Krista Vazquez, to tell us a bit about what we can expect from this year’s event: