Thursday, November 10, 2011

TMRE Day 3: Youth, Reimagining

The third and final day of The Market Research Event might have been my favorite of all. Folks dragged in for morning sessions, but the prior two days had brains pliable and social creativity was juiced.

A couple of thoughts that really stood out for me for the day:

  • -"We benchmark ourselves too much to our competitors." Jeremy Gutsche of Trendhunter kept us engaged and, hopefully, eager to go back and challenge the drivers behind the work we're all doing. It's a dangerous endeavor to simply confirm biases with research. Involving the fringe and trends as a part of every project should be standard rather than a rarity.
  • -Christine Stasiw-Lazarchuk of Ford shared that, following Ford's recasting of itself, the marketing had to reduce its headcount by 70% while budget was reduced 40%. Instead of "doing more with less," Her response? "Treat your suppliers as partners...have them feel the success. You won't be sorry." Ford elected to build unique relationships with their suppliers; letting them into the room and to be a part of the conversation rather than tossing insights over the fence and wishing for the best. Those are the kinds of partnerships in which clients and vendors both win and create incremental value for brands - let's all get there.
  • -The word cloud for day three shows us a couple of other key concepts: (a) Mobile (b) Gen Y. These concepts share young consumers and leading insights in common. You could say that youth and new-to-world methodologies were the real rock stars of The Market Research Event. Clients consistently share with us that youth are not only a significant target for today, but also harbingers of the future - a living future trend, so to speak. I challenge all of you to consider how a youth lens can reveal more about our efforts - whether we're in advanced planning in auto and consumer tech or media where young peoples' adoption rates can signal success or failure.

Considering all three days collectively I'm equal parts exhausted & thrilled as I know many of you are! And how do we know it was great? Our friends on Twitter had nothing else to say...

@johnmwilliamson: Great time at #TMRE in Orlando

@akpradeep: Terrific time at #TMRE in Orlando. Thanks to @IIRUSA for bringing together such a stellar group of marketing minds.

@ramiuscorp: Back from #TMRE. Had a gr8 time & met a lot of ppl.

@InsightsGal: Just back from #tmre and my just-getting-caffeinated mind is full of great learnings, new contacts, and fresh insights!

@statmaven: #TMRE...was a great conference. Great speakers, high octane contacts, Highly recommended, #mrx, #ngmr

@bakken17: #TMRE was awesome! Thanks for a great time full of learning.

It's safe to say that TMRE was valuable again this year. The weight, now, is on all of us to DO something with these great insights. Perhaps in 2012 will be YOUR year to present on your success applying your 2011 TMRE learnings?

All the best to a great year ahead for each and every one of you.

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