Tag Archives: TMRE Live

Live from TMRE: Day 3 – what a day wth Intel, Disney, YouTube and Microsoft BING (and CIA)…

Could there
be another TMRE day tomorrow? Should there be one? Hmm, I think we all have to
go back to work and do interesting research stuff and thinking.

But I will bring
a lot of interesting thoughts back with me to Germany. I saw a lot of
interesting sessions and talked to a lot of interesting people (some which I
only knew from Twitter). But before I’ll have to leave I would like to share my
thoughts on this third day of TMRE.
I started
the day with the two keynotes, ‘Why Bad Behaviour Is Good Politics by Bruce
Bueno’
He started with some interesting sentences:
‘Earthquakes
are deadlier in Iran or China than Chile, Honduras or Italy’
‘All of the
world’s top universities are in democracies’
‘Iraq
exported baby formula and food in the 90s while over 500.000 of its children
died needlessly from malnutrition and disease’
Then
another quiz:
You want
job security? Huge income? The need to do want you want? Everyone should praise
you? Looking for perfect job privacy balance? Become a dictator! :-)
Bruce
drilled it down to five rules, applicable for all organizations (families,
charities, companies etc.)
1. To be a
successful dictator rely only on as few people as possible, only use a small
coalition of supporters
2. Get a small
‘coalition’ of people and drawn them from a large pool of people, the larger
the better. It is important that they know that they can be are easily
replaced.
3. Tax max! Get
out of customers as much as possible.
4. Pay your
coalition just enough so they don’t think to switch to the other side. But don’t
pay more than that.  If you pay them too
much, they are able to gain wealth and spend the money and at the end fights
you.
5. Don’t
waste money on improving the lives of the people you rule. They aren’t
important because you don’t benefit from them at all
Very charismatic
speech, but I didn’t really get the connection to market research, promise to
think harder :-)
The second
one was Jeremy Gutsche, founder of Trendhunter.com, again a very engaging
presentation. You could see that he is a ‘man for the stage’.
He was all
about two different trends in recent times:
1. The
supremacy of culture
2. The tragic
return of gut instinct (which we don’t like that much ;-) )
He pointed
out that market research used to be driven by product. But that isn’t hitting
the nail anymore. It’s about experience. Most of the companies sell products,
but consumers buy experiences (see Harley Davidson).

So, to his
point of view, we are hunting for the cool stuff, because cool stuff is unique,
cutting edge, viral, the next big thing’ So you’ll have to create a culture!

Great case
study about littering. See the answer from the research and the execution from
ad agency and goolge for ‘Don’t mess with Texas’. Here is the link.  
Most
important notes for me: Create a connection to the research! Or connect the
research to an experience!

 Then I went
to some cool sessions. YouTube, Disney, BING, Intel’
Good stuff: 
Sundar Doraj-Raj from Google showed how to measure the impact of advertising. They
have instream ads, overlays, banner / rich media and promoted videos (yes, they
belong to google)
And YouTube
is incredibly growing. 3 billion views a day, 48 hours of videos uploaded every
day’ Why is this important? It is, because they earn money with this. 2 billion
monetized views every week.

So they did
some experimental designs and found out that instream ads (those that are
running prior to the video you choose) are most disturbing the users. Not
surprising at all, because they stop you from doing what you want. This is
getting slightly better when the instream ad is skippable, but this kind of
advertising remains one of the most critical issues in terms of usage and
visiting YouTube.  But be sure they will react
on this.
I also
heard some inspiring words about culture in a creative organization from Yoni
Karpfen, Consumer Research Club Penguin (Disney
). It was very impressive to see
how children aged 6 to 12 deal with daily politics in a playful way (like 9/11,
breast cancer day or Japan tragedy).
But this
kind of product need perpetual creative development and the question is how to
do this and what to develop next? Yoni led us through their research process
which delivers a highly creative experience. They listen to the players, live
and breathe the experience. And they have a huge community support team which
is connected to the users anytime.
They are trying
to make research free or cheap instead of expensive, fast instead of slow, friendly
instead of controversial, trustworthy instead of questionable, tailored to the
audience instead of complicated and cool & fun instead of boring. And of
course they have to in order to fuel the creative network and their core
business’

How?
Inspiration meets information, creative has to be compatible to operational.
Empathy is the key, and that itself refers to culture. 
Microsoft /
Bing
is measuring social network conversation and WoM to understand how Gen Y
is talking about their brand to get more emotional connection insights of
Generation Y. They better do, because 10.1% of Gen Y visits MSN.com on a
monthly basis. So MSN and Bing’s target for 2011 has been Gen Y for all their
media spend & targeting. It is a little bit confusing, because Lise Nicole
Brende told us that the Bing research team mainly consists of Gen X
researchers. So how can Gen X researchers deep dive into the habits and rituals
of Gen Y (but this is another story’).
They moved
their attention towards so called Connected Socialiszers (Facebook centric) which
produce 47% of all BING searches. In former time they focused on Information
Seekers (responsible for 20% of BING searches).

We heard a
lot about Gen Y then, taken from the Cassandra Report, and how BING tries to
adopt these findings. They constantly try to get in touch with this optimistic,
control demanding, group oriented and sometimes overwhelmed and stressed Gen Y.
One of the key assets BING has is Gen Y trend seeker panel, providing feedback to
them, a very interesting and valuable source.
Last but
not least I attended the session by Intel about Experience Driven Innovation.
It was again very interesting and presented on a high level.  Tony Salvador was pointing out that Intel is looking
for long term evolution trends to use for corporate development. He said that
experience that is based on data is future. It delivers new ways of business,
new way of making money, new ways of interacting. And he left us with 5 take
aways:
- Exchange
drives markets
- Many
markets are comprised of people
- People have
values and they seek value
- Organized
complexity is right there
- Cultural
values in Flux drive Expertise
I have to
say good-bye for now. See you later! Don’t forget to follow me on twitter
@olympiamilano :-)
Btw, for
more check out the gorgeous twitter hashtag #TMRE

About the author: Christian D??ssel is blogging about market research in German language here and here.
After having worked for TNS, TBWA and other strategy and market
research agencies he now holds the position of Senior Research Director
at 
MM-Eye in Hamburg / Germany with special responsibilities for MM-Eye’s new media and online research approaches.

Top Posts at The Market Research Event

As the year draws to a close, let’s look at the most popular posts from TMRE in 2008! Most of the top posts were live blogged from the TMRE conference in Anaheim! If you weren’t there, take a chance to look back and find out what happened!

Top 5 posts of 2008 on TMRE:

Really Cool Research Deliverables

Dr. Pepper Snapple Group’s Targeted Shopper Marketing Approach

Who’s Drinking the Wine?

So Many Presentations, So Little Time

What Women Want

Interesting Learnings on “The Experience Generation”

Hello all, it’s been several weeks since I was on hand at TMRE 2008 and had a chance to share with you all my perspectives from the conference. There was so much to participate in, there were still some thoughts I had that I now finally have the chance to share with you all. I had the pleasure of meeting both Tamara Sachs, CEO and Robert Miner, President of SachsInsights at The Market Research Event in October. We posted some details from this presentation before. Their compelling qualitative research work is supplemented with high quality “video storytelling”, and it’s fascinating!

I was fortunate to sit in. So here is a small clip of the workshop Robert Miner gave on “MilleniAdults–the experience generation.”

Mr. Miner mentioned several key points that define this segment:

1) Belief in a Kaleidoscope of Options

2) Definition of Success Varies Across the Segment (financially secure, life experiences, making a difference)

3) Entry Level Debt

4) Online Social Networking

For more video footage of the ethnographic study conducted by SachsInsights, you can visit their website.

Good stuff!!

When Money is Tight and Time is Short

Sorry for the delay for this post. But I wanted to be sure I had captured as much detail as possible. I had attended another workshop before the end of The Market Research Event 2008. Speakers, Tina Bronkhorst, Vice President Digitas and Jennifer Drolet, Vice President, iModerate gave a compelling story for the benefits of a hybrid research approach.

“Current consumer demands and expectations for “real time” dialogue are changing the way we, as marketers, need to think about research”, say Tina and Jen. Below is a bulleted summary of their reasoning:

  • It’s harder to be heard : 20 years ago, just 3 exposures created awareness, now it takes 150
  • Consumers have an amazing ability to multitask
  • Consumers aren’t as overwhelmed by information as they used to be
  • They trust their peers more than they trust marketers
  • Real time dialogue is everywhere (myspace, facebook, blogger)
  • They are coming together with common interests. One example of this is the Starbucks gossip site, which lets those who have a similar feeling toward the brand chat together.
  • And there are a host of others: blog, microblog, online chat, RSS, widgets, social networks, social bookmarks, message boards, podcasts, video sharing sites, photo sharing sites, virtual worlds, wikis…and the list will be greater as we move forward.
  • So, marketing doesn’t own the brand completely anymore
  • And, consumers trust their ability to make smart choices and they aren’t afraid to trust their instincts (Yankelovich Monitor 2004/2005)
  • Instead, they prefer to take a chance with a personal experience, instead of playing it safe
  • Thus, we need to focus on listening more instead of shouting louder (active branding)
  • Stop push marketing and start pull marketing

They gave practical examples of how to develop hybrid approaches, where qualitative and quantitative data are collected at the same time. These include conducting:

  • Online survey with IM-like chat intercept (iModerate)
  • Online focus group with closed ended, open ended, IM-like chat and redirects (Invoke)
  • Online communities (Communispace, Passenger)

Watch here where Tina and Jen give a few tips from their workshop. Thank you both for a great workshop!

April Bell

The Market Research Event 2008–What Participants Thought

As I’ve continued to receive feedback on the conference, I thought it would be appropriate to share a quick interview I conducted with one of the delegates. Jason Archambault, Director of Insights at Red Lobster and I had a chance to chat during the conference and he is one of many who have been attending the conference for several years. His comments reflected what I heard from several others.

Here’s what he had to say:

April Bell

TMRE 2008: Who Says Market Researchers Don’t Know How to Have Fun

Vision Critical and iModerate both sponsors at The Market Research Event 2008 co-hosted an after-hour party for attendees showcasing this incredible breakdancing performance. Let me just say, having experienced it first-hand, Vision Critical and iModerate were great hosts, everyone had an excellent time, and we all certainly enjoyed the show. I can just imagine how much fun we’ll have next year! Enjoy!

TMRE 2008: Some Final Interviews

Well a week has passed since this year’s The Market Research Event, bringing together individuals from different professions and organizations throughout the industry. April has been a big help providing her updates that I hope gave you all an industry insider’s perspective of the event as she attended many presentations. Overall I hope you were able to take away some interesting insights and going-ons at the event, the unique and excellent speakers that were on hand and the great information they discussed. I actually had a few more presenter interviews from the last day of the conference that I had not had the chance to prepare and post, so here are two interviews with presenters from TMRE 2008:

Jennifer Drolet, VP, Client and Moderating Services, of iModerate tells a little of her presentation at The Market Research Event 2008:

And then we sat down with both Tina Bronkhorst,Vice President, Group Director at Digitas and Jennifer Drolet of iModerate presented together at The Market Research Event 2008. Here they share some detail regarding their presentation.

Patrick Galloway, VP, Consulting Services, of Galloway Research Service, member of Group Net who also discuss some of what he presented on and discussed.

Without a doubt this year’s The Market Research Event has been the largest so far. A great opportunity for everyone to network and participate in excellent presentations with some remarkable speakers. Planning for next year’s event is already underway, and I hope to post soon a follow up interview with Krista Vazquez, Conference Director of TMRE 2008 about what she has learned coming out of this year’s event, and what she is already thinking about doing for next year. Stay Tuned!

New Restaurant Concept

I was able to attend several incredible workshops last Wednesday at The Market Research Event and will be posting about those over the next few days.

One workshop, ‘Finding Billion Dollar New Opportunities’ was presented by Roger Thompson, Senior Vice President of Darden Restaurants. He took us through his story of how they developed their restaurant concept, Seasons 52.

The majority of the presentation focused on Darden’s strategy of finding a new opportunity. With over 90,000 brands in the restaurant business, he mentioned it was one of their greatest challenges to find something that had not been done before. “What that means,” he said, “is that you have to look around the corners. This gives you better peripheral vision, which helps you anticipate and lead to new opportunities.’ Roger shared one approach they found to help them shift their perspective at Darden. By focusing on the ‘high potential arenas,’ they began to determine where the possibilities lay. You can see by the slide below that mapping their brands against consumer needs created one area to pop, ‘Fresh and Healthy.’

Darden Restaurants (which used to be a part of the General Mills group until 1995) has a 8% share of the ‘Casual Dining’ business. Some of these concepts include Red Lobster, Olive Garden, Long Horn Steakhouse and Bahama Breeze. And through their recent acquisition, The Capital Grille, they recently entered the ‘Fine Dining’ business.

After developing 3 food positionings, then 9 healthful restaurant concepts, a new concept was developed, Seasons 52. I can’t wait until they open one in Dallas! Here’s a small clip about the concept:

Check out a few highlights below from Roger Thompson, Senior VP of Darden Restaurants.

After the Fact

I made it back home to Texas late Thursday night and have had a chance to ponder a bit about my first Market Research Event conference. In a nutshell, it was great! I definitely enjoyed helping the IIR staff blog about the event. It was similar to an ethnography project about market researchers, and as a moderator/qualitative consultant, that’s my favorite thing to do!

I came to the conference wanting to learn more about the industry, including the wants, needs, desires, and frustrations of those in market research.
And I left the conference learning so much.

So, for the next several days I will be posting snippets of my what I learned (including photos and videos) onto this site as well as my own blog at: aprilbellconsulting.blogspot.com.

And I hope you’ll join me in an online discussion’ feel free to respond, ask questions, post comments. I think we NEED to start an online dialogue and continue to stay connected virtually. And this is the reason: One of my biggest takeaways is that the industry as a whole is wanting to understand more about ‘virtual connectedness.’ In almost every workshop I attended, there was reference to it in some way: online communities, social networking, digital innovation, and the list goes on and on. How better to understand what many of our consumers want than to jump in and be a part of it! It’s great that the conference had started the LinkedIn group as way for us to interact online throughout the year. Coming away from the event, I think it’ll help many of us continue our discussions that began at the event.

Stay posted’.

April Bell

Day 2: More keynotes, More Networking

We had another great with some excellent speakers, presentations, and opportunities to network and interact with everyone. Yesterday was our first day of keynotes, and we had diverse perspectives that challenged attendees to consider how they consider trends, demographic segments and how consumers communicate their perspective.

The morning began with E. Kinney Zalesne, Co-Author, Microtrends, The Small Forces behind tomorrow’s big changes who gave her overview of the different microtrends that while not of the size of larger trends and segments, are clearly defined and influencing the expectations of these consumers. She did a great job by framing the discussion around the concept of a ‘Starbucks Economy’ vs a ‘Ford Economy,’ where the expectations today are framed by the ability of consumers to receive, even expect to receive, every premutation of a product, today it is consumer-determined vs. manufacturer-determined. I had a chance to record a few minutes of her presentations, you can listen to it here.

Then this presentation was followed by Simon Uwins, Chief Marketing Officer, Fresh & Easy, who discussed Uncovering New Opportunities in Retail Through Research, as he outlined his experience in first taking the role of CMO of Fresh & Easy, moving to the United States and worked on developing plans to enter different markets in the US. I also had a chance to record some great insights from him, you can listen to here.

Next up, Lindsay Zaltman, Author, Marketing Metaphoria who discussed the different levels of meaning to consider as respondents use metaphors that can be capture for profound persepectives depending on how they are used. I had a chance to meet with him afterwards and speak to him about his work and some of the highlights of his presentations.

Then the morning concluded with Billy Beane, General Manager, Oakland A’s, who presented Transforming America’s Pastime ‘ and What You Can Learn From It. It was actually very fascinating as you consider how the amount of statistics that is captured in every aspect of the game for every individual playing on the field, and yet so many management decisions that are made regarding these players do not use that data to influence their decision-making process. It really was surprising, and I think it left everyone considering how critical it is to get that their research data to senior management.
Overall a great morning of keynote presentations. Later today, you’ll see more updates from April as she gives her highlights of some of the presentations from yesterday. Now I’m off to cover today’s great presentations.