Tag Archives: TMRE14

Live from #TMRE14: Leveraging Superstar Products to Build Brands

Fresh from the heels of the New York Food and Wine Festival (NYCWFF) was Cynthia Soledad of Whirlpool talking about bringing the iconic KitchenAid Brand, a superstar in its category, to build other brands. For, like many feel, KitchenAid is more than a mixer – it is a kitchen lifestyle brand.

The cycle that unraveled from understanding the consumers of three segments ranging from enthusiasts to obsessers was as follows: Aspire (the emotion of trying to do something), seek (the quest for finding the right products, which is where KitchenAid comes into the picture), learn (using the tools as your “sous-chefs” as the brand puts it) and master (to become a chef in your own right). An interesting cycle with the analogy of being an engineer or any corporate career by day, but a chef by night.

The findings reflected that in the kitchen, you are an appreciator as well as a critic. However, the three key truths that were found were that tools from Kitchen Aid are important for creative facilitation, identity reflection and usage outcome. Of which, usage outcome was most important with both small and large appliances.

A fascinating tale of unraveling consumer stories through primarily qualitative research, the two lessons that stay in my mind that can be applied to virtually any category are: consumers are born inherently irrational, and a brand can truly win by playing on the intersection of its equity with deep human needs.

Sourabh Sharma,
Communication & Social Media Research Expert at SKIM, an international
consultancy and marketing research agency, has a background in engineering,
marketing and finance from the University of Pennsylvania, and the Wharton
School and Rotterdam School of Management. Having worked in marketing and
product development at L’Oreal, followed by a stint in management consulting,
he now passionately enjoys the world of social media, and can be found on every
platform with his alias sssourabh. He is a food critic and a fashion writer,
and documents these alongside strategy on his blog called
3FS. He may be reached at s.sharma@skimgroup.com.
Follow him on
@sssourabh.
Sourabh Sharma,
Communication & Social Media Research Expert at SKIM, an international
consultancy and marketing research agency, has a background in engineering,
marketing and finance from the University of Pennsylvania, and the Wharton
School and Rotterdam School of Management. Having worked in marketing and
product development at L’Oreal, followed by a stint in management consulting,
he now passionately enjoys the world of social media, and can be found on every
platform with his alias sssourabh. He is a food critic and a fashion writer,
and documents these alongside strategy on his blog called
3FS. He may be reached at s.sharma@skimgroup.com.
Follow him on
@sssourabh. – See more at: http://themarketresearcheventblog.iirusa.com/2014/04/crowdsourcing-and-social-media.html#sthash.SDOBGemC.dpuf
Sourabh Sharma,
Communication & Social Media Research Expert at SKIM, an international
consultancy and marketing research agency, has a background in engineering,
marketing and finance from the University of Pennsylvania, and the Wharton
School and Rotterdam School of Management. Having worked in marketing and
product development at L’Oreal, followed by a stint in management consulting,
he now passionately enjoys the world of social media, and can be found on every
platform with his alias sssourabh. He is a food critic and a fashion writer,
and documents these alongside strategy on his blog called
3FS. He may be reached at s.sharma@skimgroup.com.
Follow him on
@sssourabh. – See more at: http://themarketresearcheventblog.iirusa.com/2014/04/crowdsourcing-and-social-media.html#sthash.SDOBGemC.dpuf
Sourabh Sharma,
Communication & Social Media Research Expert at SKIM, an international
consultancy and marketing research agency, has a background in engineering,
marketing and finance from the University of Pennsylvania, and the Wharton
School and Rotterdam School of Management. Having worked in marketing and
product development at L’Oreal, followed by a stint in management consulting,
he now passionately enjoys the world of social media, and can be found on every
platform with his alias sssourabh. He is a food critic and a fashion writer,
and documents these alongside strategy on his blog called
3FS. He may be reached at s.sharma@skimgroup.com.
Follow him on
@sssourabh. – See more at: http://themarketresearcheventblog.iirusa.com/2014/04/crowdsourcing-and-social-media.html#sthash.SDOBGemC.dpuf

Sourabh Sharma,
Communication & Social Media Research Expert at SKIM, an international
consultancy and marketing research agency, has a background in engineering,
marketing and finance from the University of Pennsylvania, and the Wharton
School and Rotterdam School of Management. Having worked in marketing and
product development at L’Oreal, followed by a stint in management consulting,
he now passionately enjoys the world of social media, and can be found on every
platform with his alias sssourabh. He is a food critic and a fashion writer,
and documents these alongside strategy on his blog called
3FS. He may be reached at s.sharma@skimgroup.com.
Follow him on
@sssourabh. – See more at: http://themarketresearcheventblog.iirusa.com/2014/04/crowdsourcing-and-social-media.html#sthash.SDOBGemC.dpuf

Live from #TMRE14: Museums: How the Art of Curation Will Change the Way Organizations Learn & Act on Insights

Michael Francesco Alioto, PhD, Vice President, Global Methods, at Gongos Research, and Amy Perifanos, Senior Director, newly launched insights arm, Arti|fact at Gongos, presented from data libraries to insights museums.

In times of rapid change, experience could be your own worst enemy. – J. Paul Getty

The worst enemy could be status quo or not doing anything. Are you evolving?

Truth 1:

We need each other now more than ever. Collective action.

Truth 2:

We find ourselves in a paradox, we are regarded for our rigor but are required to transform.

Insight Curation – inspires wisdom to drive great decision making: consumable (accessibility), immersive, and memorable.

Art & Market Research: Parallel Worlds

Enlightenment is not about becoming divine. Instead it’s about becoming more fully human” – Buddha

The DIA Museum strategy: Engagement, context, reference

We’re putting technology right in there with the object. It’s a link, not an end in itself like a database. It helps bring people closer together and connect with them.” - Jennifer Czajkowski. Director of Interpretive Programs The Detroit Institute of Arts

Transform static things into an experience utilizing the latest technology and tools.

Infographical journeys: use metaphors, easy to see patterns, new watercooler
Video Narratives: carefully crafted music, customer narratives, authentic, emotional and human
Insights portals: Data, word art, multimedia, give power to the user

Build intelligence for a theme or topic, enhances EQ, allows better decision making.

The shift for us is mindset, environment and accessibility.

Make it fun and think dynamic multimedia experience!

ABOUT THE AUTHOR

Valerie RussoFormerly a senior copy editor at Thomson Reuters, a research editor at AOL,  and a senior web publicist at Hachette Book GroupValerie M. Russo is editor at large of The Front End of Innovation BlogThe Market Research Event BlogThe World Future Trends Tumblr, the Digital Impact Blog, and also blogs at Literanista.net. She is the innovation lead and senior social media strategist for the Marketing and Business Strategy Division of the Institute for International Research, an Informa LLC., and her poetry was published in Regrets Only on sale at the MOMA Gift Shop. Her background is in Anthropology and English Literature. You can reach her at vrusso@iirusa.com or @Literanista.

How Fashion Week utilizes Social Media

How do fashion brands use social media, especially in times like fashion week?


As evidenced in an aforementioned article, brands clamor on
twitter and Facebook to ensure that the wireless networks are abuzz with
their followers. Take Barbie’s QR code enabled scavenger hunt through Manhattan,
for a rewarding gratification of having the city at your touch phone
savvy fingertips. Digital marketing has shown to be the Launchpad when
targeting the yuppy iPhone and android tugging urbanite. View DKNY’s
inventive paper-clad e-vitation, as a blaring example of new times. DKNY
is one of many brands that successfully converted followers on social
platforms into shoppers. Including myself!

CFDA President Diane von Furstenberg deserves two thumbs up for
promoting twitter hash tag equivalents and beckoning New Yorkers to
indulge in the conversation, which allowed lucky winners to pick up a
fragrance sample two weeks in advance of an official brick and mortar
launch at Bloomingdales. Smart eh? And as a police check, there was a crosstab of twitter followings and updates with foursquare check-ins.

Forget
the bustling streets and lack of direction; iPhone apps like Lustr and
interactive maps (shareable on Twitter and Facebook ‘ stalker friendly
or friend-wowing?) all allowed tagging of partner stores as an entry to a fabulous giveaway.
It was not the retail brands that attach themselves to the digital
fiber optics ‘ from Bendel to Jimmy Choo, the upscale market sensed the
current of the circuit, too.

And the perks of simply fanning or following a brand on Facebook or
twitter? If Burberry, one was indeed lucky enough to get one of a
gazillion samples of Burberry’s Body scent, launched and sampled on Facebook
for its fans. Truly a far cry from makeup caked age-ing and harsh
pitched sales folks at department stores who jeered scented cards in
passerby faces. Oscar de la Renta raised its ‘likes’ by up to 40%
through a similar campaign, exhausting 25,000 samples in 3 days ‘ that’s
more than department stores nationwide can do for a single fragrance in
a month!

With so much interactive media space, I was envious of my
non-Manhattan friends who were enjoying the festivities, albeit in a
comforting environment. Livestream drew them to witnessing events in a
less sweaty party, all on the laptop. Fashion brand channels offered coverage
of their respective concerts, like Janelle Monae for Ralph Lauren or
Joss Stone at Nine West. Was the endurance really worth it? I should say
yes!

Coming to fashion week, I wondered the worth of standing at the back of a tent, compared to the minute by minute updates
of everything from the gleam of the stage to the wardrobe malfunction
of a model to the beat of the music, all of which was easily viewable on
one’s smartphone, and at a location of choice.

Note to voyeurs: indulge in livestreams.
Note to brands: livestreams can either build your brand equity, or drown it.

Sourabh Sharma,
Communication & Social Media Research Expert at SKIM, an international
consultancy and marketing research agency, has a background in engineering,
marketing and finance from the University of Pennsylvania, and the Wharton
School and Rotterdam School of Management. Having worked in marketing and
product development at L’Oreal, followed by a stint in management consulting,
he now passionately enjoys the world of social media, and can be found on every
platform with his alias sssourabh. He is a food critic and a fashion writer,
and documents these alongside strategy on his blog called
3FS. He may be reached at s.sharma@skimgroup.com.
Follow him on
@sssourabh.

Insights without impact are worthless

As market researchers, we realize it’s no longer enough to study the choices that people make; far more important is to understand how and why they make them.

The effects of psychological, social, cognitive and emotional factors on the decisions of consumers are limitless, let alone the impact of social media and technologies.

TMRE 2014 presents you with the most breakthrough applications of insights first, see for yourself, download the brochure.

Disrupt Habit

Charles Duhigg, Author, The Power of Habit 
In this session, Charles Duhigg will explore the science of habit formation, illustrating why we do what we do and how we can change it.

Duhigg explains why the most powerful habits have emotional cores, and how tweaking even one habit can have staggering effects. Duhigg draws from a number of current case studies. 

Harnessing Influence 

Itamar Simonson, Sebastian S. Kresge Professor of Marketing at the Graduate School of Business, Stanford University and Author, Absolute Value 
How people buy things has changed profoundly yet the fundamental thinking about consumer decision making and marketing has not. Most marketers still believe that they can shape consumers’ perception and drive their behavior.

In this provocative session, Stanford professor Itamar Simonson shows why current mantras about branding and loyalty are losing their relevance. When consumers base their decisions on reviews from other users, easily accessed expert opinions, price comparison apps, and other emerging technologies, everything changes. Counter to what we frequently hear, consumers will (on average) make better choices and act more rationally.

See all the TMRE 2014 Keynotes here.
Plus, an entire Track Dedicated to Consumer Psychology & Behavioral Economics

‘ The Behavioral Economics of Creativity| FCB Chicago
‘ How to Extend Your Brand With Implicit Consumer Insights | Sentient Decision Science & Pepsi
‘ Behavioral Economics in Action: A Corporate Wellness Case Study | Lockton Dunning Benefits
‘ Insights Lead to Income: Understanding Motivators Among Hispanics to Drive Increased Sales | Univision Communications

Download the brochure to see full session descriptions.

Insights without impact are worthless. Focus on the business value of insights at TMRE 2014 and hear from more than 150 leaders from inside and outside the industry; learn something new including ways you can apply similar thinking to drive your success and become a true catalyst for impact in Market Research.