Wednesday, November 30, 2011
Dushyant Gupta, Senior Vice President of Borderless Access Panels on the occasion said, “South Africa the economic powerhouse of Africa is not only in itself an important emerging economy; it is also the gateway to other African markets. Acer, Barclays, BMW, GE, Alcatel all have a presence in South Africa and we see an increased presence of more international organizations setting up local offices. With global players there and a growing market, it then becomes imperative to feel the pulse of South Africa and that’s where Borderless Access comes into picture.”
Ruchika Gupta, President at Borderless Access adds, “Borderless Access is the undisputed leader for online panels in these hard-to-reach markets with a significant representation of its population in our growing panel. With global experience, industry experts who have crossed cultural boundaries and succeeded in building a robust panel, Borderless Access is your one-stop survey partner in the emerging markets.”
About Borderless Access:
Borderless Access is the Emerging Market online research specialist with extensive experience in building and maintaining panels across geographies and cultures. Having proprietary panels in Brazil, Russia, India, China (BRIC) and Mexico; and partnerships enables them to reach over 100 million consumers across 65 countries.
Borderless Access is the only online panel company within the emerging markets to be listed as preferred vendor for several Honomichl research companies. Borderless Access is the chosen sample provider for select CPG firms & Fortune Top 10 Technology giants.
Know more at: www.borderlessaccess.com
Tuesday, November 29, 2011
This celebrity endorsement topic made me wonder about the newer advertising tool many celebrities and companies. In this article from the USA Today, they cited that only 11% of US adults are on Twitter and follow their preferences. So when a celebrity tweets, their audience is automatically self selecting. Many of the celebrities mentioned were similar to those mentioned in the "Least Trusted".
Do you think your audience has respect for celebrity endorsement? Do you trust Twitter as a platform to communicate through celebrities about your products?
This case study presentation will demonstrate a data-driven approach to identifying and acquiring your ideal customer on Facebook and effectively measuring ROI for your Facebook marketing initiatives. We will discuss:
• Why most brands are failing on Facebook
• Using deep data profiling to reach and expand your customer base on Facebook
• Understanding Noise and Connectivity and how they affect your brand's ability to communicate on Facebook
• Monitoring and Maximizing your brand's ROI for your Facebook marketing campaigns
Sponsored by: LoudDoor
Register with code MWJ009-BLOG
Plus, there is still time to join us for "Tips for Building a Branded Social Game" on Tue, Dec 6, 2011 at 1:00 PM EST.
Beyond the visible popularity of online social games such as Zynga’s FarmVille and Mafia Wars, social gaming while users are engaged with Facebook continues to grow as a tremendous marketing opportunity with approximately 320 million users playing social games each month.
In Vitrue's webinar on Tips for Building a Branded Social Game, learn best practices on how to increase engagement, acquire more fans and more all through the integration of your brand into a social game.
We'll show live examples of games, discuss the technique that they implement, including leaderboards, challenge-a-friend, in-game charitable giving, sweepstakes, giveaways and coupon integration. We'll also cover how to Simplify and Beautify your branded games. Talk will also include the pros and cons of building your own game versus trying to integrate with an existing mega-popular social game.
Register for this free session with priority code MWJ0012-BLOG here: https://cc.readytalk.com/r/i8ue1pd1jxz8
Monday, November 28, 2011
The Market Research Event: Live Blog Coverage
PAI Blog: Text Analytics: Summarizing the #TMRE Hashtag traffic
Survey Gizmo: The Market Research Event 2011: Day One Recap
Survey Gizmo: The Market Research Event 2011: Five Takeaways
The Pert Group: Beyond the Traditional at The Market Research Event
Insights Gal: Wrapping Up On TMRE: InsightsGal’s TMRE Top 10
TRC Market Research: Thoughts on TMRE 2011
Affinnova: The Market Research Event 2011 - Recaps & Session Reports
Luminosity: The Market Research Event – A Twitter Review
Gut Check It: Highlights from TMRE 2011
Chadwick Martin Bailey: TMRE Highlight: The Art of Choosing
@LoveStat: Session Recaps
Tamara Barber: Innovation: Everything Is Incremental
Research Live: The three Cs of TMRE
Food & Beverage: PepsiCo and Sentient Decision Science win award at TMRE
Quirks: Make new trends but keep the old: Researchers reflect on TMRE programming
Sentient Insight: Winners of the 2011 EXPLOR Award
Next Gen Market Research: 2011 NGMR Innovation Awards
Wednesday, November 23, 2011
Definitions of Click: To be a great success; to function well together; to hit it off; to become clear; to interact with another or others; to communicate; to connect; to be on the same wavelength.
Tuesday, November 22, 2011
We'll also cover how to Simplify and Beautify your branded games. Talk will include the pros and cons of building your own game versus trying to integrate with an existing mega-popular social game.
Tips for Building a Branded Social Game
Tuesday, December 6, 2011, 1:00 - 2:00 PM EDT
• Adam Archer, General Manager, Vitrue Games
Register today & secure your spot: https://cc.readytalk.com/r/i8ue1pd1jxz8
Register with priority code MWJ0012-BLOG
Monday, November 21, 2011
With consumers now spending more than 6 times as much time in an app versus a traditional website, the opportunities to build brand love in this medium have increased exponentially. Yet, many of today's leading marketers still struggle with exactly how much to take advantage of the new opportunities - not only when it comes to connecting but specifically how do you drive transactions?
The Mobile Marketing Conference - an event designed around action-ability - real world BRAND stories showcasing action and demonstrating value.
The Mobile Marketing Conference will show you how to leverage the mobile medium to build meaningful mobile experiences and convert mobile interactions to transactions. Designed for marketers, by marketers, it is the only event of its kind exclusively focused on marketing in this medium.
With case studies from leading brands like Google, JetBlue, L'Oreal, Turner Networks, Conde Nast, Capital One, Gilt Groupe, Taco Bell and more, The Mobile Marketing Conference promises a return on your investment.
• Chaired by Jeffrey Hayzlett, Celebrity CMO, Author of The Mirror Test and Founder of The Hayzlett Group
• Professor Scott Galloway, Clinical Profesor of Marketing, NYU Stern & Founder of The Red Envelope
• Allen Kupetz, Author, The Future of Less
• Catherine Roe, Head of CPG, Google
• Jason Tester, Futurist, Institute for the Future
• See the full speaker list.
Key focus areas include:
• Integrating mobile into the greater marketing strategy
• Aligning mobile strategy with brand goals
• Allocating resources across the mobile channel
• Usage patterns and mobile behavior
• Mobile advertising
• Mobile gaming
• Optimizing social media efforts for mobile
• Designing seamless user experiences
• Website optimization
• Download the brochure to see full session descriptions
To stay competitive, your brand must have a short and long term mobile plan. The Mobile Marketing Conference will arm you with the insights, relationships and coverage you need to succeed in the mobile world: capture share of mind, drive transaction and prove ROI.
Save $600 when you register before Thanksgiving! Register now.
We hope to see you in Miami.
The Mobile Marketing Conference Event Team
Join Our Communities:
Friday, November 18, 2011
Flush with Data, Web Giant’s Insights Team Seeks Answers
By Marc Dresner, IIR
Yahoo VP Research and Strategic Insights Lauren Weinberg has a very happy problem: Her clients are data junkies and she’s got more than enough supply to meet demand. The challenge Weinberg and her colleagues face is how to make sense of it all.
Yahoo has an astonishing amount of data and information to be brought to bear for both its own advantage and that of its clients, and Weinberg manages a research function whose activities run the gamut from 30K-ft macro views to discrete, custom campaign analytics.
“The biggest thing we see is that everyone just wants more data,” Weinberg told The Research Insighter. “There are so many metrics available, so we do a lot of our own research just to try to figure out what the different metrics mean.”
In this episode of TMRE’s executive interview podcast series, The Research Insighter, Lauren Weinberg takes us inside Yahoo’s marketing and sales from a research perspective, shares her concerns about data overload and tackles the question of how to deliver insights in a flux media landscape.
Listen to the interview.
Read the transcript.
ABOUT THE AUTHOR/INTERVIEWER
Marc Dresner is an IIR USA communication lead with a background in trade journalism and marketing. He is the former executive editor of Research Business Report, a confidential newsletter for the market research and consumer insights industry. He may be reached at email@example.com. Follow him @mdrezz.
Thursday, November 17, 2011
Disney World Delivers – Literally - All the Way to the Airport!
Long story short, nothing showed up but Southwest Airlines consoled me with the information that I could make the flight but to allow extra time to go through security. While waiting for the Magic Express to the airport, I checked the front desk one more time and Joey listened carefully to my plight. He began filling out a form and handed it to me – a complimentary taxi to the airport so I could arrive without any delays. This generous gesture and comfortable ride calmed down my flustered demeanor and first-hand showed me the exemplary customer service for which Disney is known.
Disney Institute facilitator, Jack Santiago, shared how symbols such as the Big Ears and the Magic Castle represent the heritage, culture and values of Disney. The quality excellence of their cast of stars is demonstrated in all the gift stores, restaurants, hotel front desks, grounds, and rides. The selection and training process really works. From the onset, Disney’s applicants are informed about the culture and the non-negotiable standards. Disney's intent on hiring for attitude and not aptitude is common advice that I give my clients. Disney also state that regardless of the level of schooling, Disney can train for 90% of the jobs but cannot train to have a good attitude.
By the time I made a smooth taxi trip to the airport, navigated through Southwest and security with little disruption, I knew that a little Disney Magic had worked. I applaud Disney because a fairy Godmother and Prince Charming are needed in everyone’s life during difficulties. Thank you, Marva Davis and Joey Lel.
Integrity Training Solutions
It's no surprise that "An organization’s branded assets should offer a mix of content, conversation and community." and "Those brands that do community well present both the voice of the brand and the voice of the customer throughout their site experience."
However there were some new trends that surfaced, including:
Recommendation engines: With functionality that offers "If you enjoyed X you may also like Y" style recommendations, this service can be useful to communities across industries.
Advocates: the use of advocates is still low (20% adoption rate), but communities that adopt this practice have much higher engagement levels.
Mobile: 16% of the communities reviewed offer an app. Mobile experiences are growing.
One result of the study is that the Word of Mouth Marketing Association (WOMMA), ComBlu and The Community Roundtable are collaborating to bring a community management certificate program to market to help standardize the job as well as help organizations train people who are assuming community management duties.
To learn more about the study, including what brands performed best, download your copy of the findings here.
Michelle LeBlanc is a Social Media Strategist at IIR USA with a specialization in marketing. She may be reached at firstname.lastname@example.org
Wednesday, November 16, 2011
In this session we discussed some of the ways that Disney provides great service by starting with dedicated cast members who feel like part of a team. Walt Disney created the structure of "first name basis business" - everyone in the organization is important. With some collaborative activities we got a taste of the Disney hiring experience.
View the slide show below for some pictures from the session:
Tuesday, November 15, 2011
Melinda Parks from Sprint gave a presentation on Employee Engagement Through the Customer Experience. She also shared about how to drive loyalty with taking the time to experience what customers are experience and understanding what they value. Customers want to be known and greeted by name. They want to be protected and helped to save money. A personal thumbs up for me was to treat the customer better for staying loyal. Thank You Thursdays was an activity that grew at Sprint where employees take 90 minutes to write personal thank you notes to customers with a huge positive response by employees and the customers.
Monday, November 14, 2011
Friday, November 11, 2011
Chris Black here, your friendly guest blogger giving you the inside scoop from NACCM 2011. As a newbie to NACCM, I’m hoping to not only give insight to the great content I’ll be viewing, but to also give future attendees a good idea of what they can expect in coming years.
A little about me – As a director of customer support and rollout at my company, I love my customers! Who reading this blog wouldn’t, right? In fact I’m so attached that my three days attending the conference will be one of the longest times I’ve spent away from work since being with my company, SalesQuest.
A little about what I do – I’m in what I consider to be a very lucky situation. Our company offers a subscription service that makes people’s lives easier. So, my job is to make people happy. Since our customer base is concentrated, and our tools are used in certain individuals’ jobs on a daily basis, it gives me room to develop relationships with my users.
Now let’s keep this short and save the good stuff for next week. Stay tuned!
Director, Customer Support and Rollout
Thursday, November 10, 2011
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.
Jeremy Gutsche, founder of Trendhunter.com and author of Exploiting Chaos, gave the second keynote Wednesday morning at The Market Research Event. His presentation answered some fundamental questions:
- • How do we make market research more successful?
- • How do we get our companies to win based on the work we do?
Jeremy sees two trends in research: the supremacy of culture and the tragic return of gut instinct.
Market research used to be driven by product, but product research is now ubiquitous. “Now research is about experience.” What does Harley Davidson sell? If you ask their head of marketing, he’ll say, “What we sell is the ability for a 43 year old accountant to ride through small towns and have people be afraid of him!”
Jeremy showed a 1950s ad for Old Spice that focused on product, price and maker and contrasted it with their most recent ad campaign.
“Popular is not cool, so you are ultimately trying to find what other people can’t see. Cool is unique, cutting edge, the next big thing. Because of that, it generates word of mouth and viral attention. What happens when we hunt for cool?” While new ideas surround us, it is not tough to find a new idea. When researchers think about customers, competitors and strategy instead of innovation, they skip steps and rely on gut instinct for innovation. “People are less innovative and more focused on innovation – we lack the inspiration.”
This can be rectified by following a methodological approach to innovation:
- 1. Trend hunting
- 2. Adaptive innovation
- 3. Infectious marketing
- 4. Culture
“Successful organizations innovate to ‘optimize’ position on their ‘hill’, but to find bigger ‘hills’, most fail.” Because you can become a little bit more successful, you do. Trying to become much more successful risks failure. When Smith Corona tried computers for the first time, it wasn’t successful in comparison to their established business.
How do you succeed in the long term? You have to become obsessed with what customers are about. Iron Eyes Cody (an Italian actor who starred in the America Is Beautiful litter campaign) made an emotional connection with viewers but had no impact on how frequently people litter. Does emotion alone matter? If we are thinking about how to get people to stop littering, what should we do? The continuum of impact is:
- 1. Function is a baseline. Old-school marketing was about function, telling people how something worked
- 2. Benefit comes next, motivating people; for instance, pointing out that littering has a fine.
- 3. Connect is third, making an emotional connection.
- 4. Culture is the ultimate in impact. You have to create a Cultural connection to empower people to act and change. That is why people tattoo corporate logos on themselves – like Harley Davidson. If you Google “I love ING” you will find many customer stories, because their customers see ING as being part of the same team. “You will set your team on a mission if you can make an authentic cultural connection.”
Back to reducing littering. Who litters? A Texas agency did the research. Young males (18-30 years old) who drive pickup trucks litter the most; they have a “King of My World” culture. So the Texas agency GSD&M came up with the campaign “Don’t Mess with Texas™”. One of their first commercials featured two Dallas Cowboys football players saying to a litterer, “Don’t mess with me. Don’t mess with Texas.” The campaign spoke to people and their culture. It resonated, and Texans actually now go to YouTube and upload their own commercials for the campaign.
“When you think you have done something memorable or remarkable, like that Iron Eye Cody commercial, you haven’t succeeded if it hasn't created impact,” Jeremy said. “Don’t Mess with Texas” had impact. The goal was to reduce litter by 5%. From 1986 to 1990, litter was reduced by 72%!
What lessons can we learn as market researchers? In all companies, observe customers, interact with them, watch them choose, observe usage – not ethnography per se, but spend time with customers so that you can internalize their attitudes and create a connection out of your research. Culture is key. “Culture eats strategy for breakfast” is a sign outside Ford’s Strategy War Room. Ask yourself, “What are you trying to do?”
My first session today was with Oskar Korkman of Nokia who discussed his approach to assuring that the consumer is at the heart of product development and marketing.
Here are some main takeaways:
1. Focus on shared consumer context… not on the defined segments of consumers
2. It’s about empowerment… not about targeted and pre-defined value
3. What happens between people is more interesting than people themselves
4. It is about everyday life and social change… not about technologies and adoption of technologies
Social connectivity is for a purpose – people are looking for quality over quantity. Korkman describes the types of relationships that exist and they range from public to private:
• Self (private)
• Lifelong (intimate)
• Purposeful (common interests, not really interested in the person - yet)
• Incidental (public; when strangers meet each other)
And when segmenting, he suggests a more robust approach is to split behaviors into groups instead of people. The commonalities will exist despite of geography and will be much more robust!
Julia Oswald of Domino’s Pizza held a captivating session explaining the role of insights on the company’s recent turnaround of quality, transparency, brand equity measures, and (most importantly) sales. Specifically, Oswald explained her teams’ use of foundational research (using mixed quantitative and qualitative methods).
The foundational research includes:
• Market Mix modeling
• Occasion-based segmentation
• Consumer trends framework
• Industry growth
• Brand DNA and Equity
And the insights derived?
• A brand DNA
• A consumer trends framework that compares the brand experience attributes to macro consumer trends.
In combination with a reformulation of the chain’s pizza, research-driven advertising that showcased their once problem areas proved to be effective with increases in brand equity measures, and highly resonate ads with consumers. A true success story with market research at the core!
My final session for the day was with John Wright of Safeway. He brought us through his teams’ findings of the low-income grocery shopper. (Cue the bullet-points!)
IRI defined lower income shoppers as:
• Under 35 and over 65
• Hispanic and African Americans
• Twice as much financial anxiety as their high-income counterparts
• 77% say they generally live paycheck to paycheck
• 6 in 10 worry about having enough money to put food on the table
Impact of the recession
• Effects them today, but also their expectations for the future
Health & Wellness
• 2/3 satisfied with current health (slightly less than population)
• Less likely to engage in preventative care
• Over-indexes on stress, anxiety, depression, lack of energy, and memory (perhaps b/c of age)
• Low price tends to trump trade off decisions for the segment, frequently at the expense of nutritional content. Price, taste, nutrition.
• Heavy on center store, light on perimeter
• Mac Cheese, chips, soda, bottled water, hot dogs. Low cost, and other heavily promoted items
• Do not believe their diets are healthy
• Strong interest in fortified/functional foods
• Spend less per trip, make more trips
• Bump in first week of the month (when government checks are dispersed)
• Big on circulars (they have an internal gauge of an acceptable price)
• Plan their meals using weekly circulars
• Create list to stay on budget
• Will shop multiple stores, use coupons, buy in bulk and the store brand on their lists
• Preparing meals – cook from scratch because it's cheaper
• They make plans for their leftovers
• Income is sporadic and uncertain
• Buy seasonal, local, and bulk to save money
While the information shared is specific to grocery, I found a deeper meaning in the session: We have to understand our shoppers’ struggles to understand their capabilities. When we can submerge ourselves in our shoppers lives, we can also better understand our data and provide much more meaningful, and actionable research recommendations.
Thank you all for reading! I look forwarding to see you at TMRE next year back here in Florida!
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…
The Audience Measurement Event brings the real world to life. Created to be 100% practical, every session focuses on the business value of understanding your audience's total consumption habits. It's the place for brand researchers, marketers and media powerhouses to explore, share and debate measurement in the new frontier – mobile, social, digital and the new traditional. Featuring a comprehensive agenda of real-world case studies complimented with visionary perspectives, you'll uncover the latest practices for navigating the complex media landscape, optimizing your cross-media mix and adapting your content to reach the "connected" generation. The Audience Measurement Even is taking place May 21-23, 2012 in Chicago. For more information and to sign up for event updates, visit the webpage.
Wednesday, November 9, 2011
Tuesday, November 15th, 2011, 1:00 - 2:00 PM (EST)
• Mallika Chakravarti, Subject Matter Expert, Autonomy
• Jody Schiavo, Subject Matter Expert - WCM
Targeting works. There is no question that by aligning content to known segments, marketers can dramatically increase conversion rates and maximize revenue. Unfortunately, only a small percentage of your overall audience is known. So how do you effectively reach the other 90% and boost your marketing revenue exponentially?
Data offers a potential solution, but also adds a problem. More data doesn't mean more insight. In fact, it can lead to more confusion. However, by developing a conceptual understanding of your data, you can use your marketing initiatives to generate truly actionable insights and create smarter segments for greater success.
Find out how to:
• Discover high value segments and the best way to optimize against these segments over time to maximize response
• Efficiently leverage insights from all of your marketing channels to transform the effectiveness of your initiatives for the highest return on spend
Register today & secure your spot: https://cc.readytalk.com/r/v9pczkilw0jz
Sponsored by: Autonomy
Tips for Building a Branded Social Game
Tuesday, December 6, 2011, 1:00 - 2:00 PM EDT
• Adam Archer, General Manager, Vitrue Games
Join us for a detailed webinar covering reasons why brands should be using social gaming, tips, tricks, ROI measurement and best practices for building a branded social game. We'll show live examples of games, discuss the technique that they implement, including leaderboards, challenge-a-friend, in-game charitable giving, sweepstakes, giveaways and coupon integration. We'll also cover how to Simplify and Beautify your branded games. Talk will also include the pros and cons of building your own game versus trying to integrate with an existing mega-popular social game.
Register today & secure your spot: https://cc.readytalk.com/r/i8ue1pd1jxz8
Sponsored by: Vitrue
Identifying & Acquiring 500,000 Customers on Facebook & Measure ROI in 120 Days (A Case Study)
Tuesday, December 13, 2011, 1:00PM - 2:00PM EDT
• Jeff French, Co-Founder & CEO, LoudDoor
This case study presentation will demonstrate a data driven approach to identifying and acquiring your ideal customer on Facebook and effectively measuring ROI for your Facebook marketing initiatives. In addition, the case study will cover cutting edge optimization techniques for Facebook's News Feed algorithm (EdgeRank).
• 70% of all posts are never seen that come from brands.
• A post that makes top stories is 20 times more likely to have action taken on it -
Are you reaching top stories?
• Less than 2% of people return to a page after liking it. Do you know why?
EdgeRank is everything for brands.
Register today & secure your spot: https://cc.readytalk.com/r/hugsof8qx81n
Sponsored by: LoudDoor
Day 2 of The Market Research Event begged us all to step up our games a bit and it's fair to say that everyone, from speakers to attendees, gave over a larger piece of their brains to the general discourse.
That our brains were better tapped in is prescient - the day was all about two key themes: (1) insights as breakthroughs and; (2) the depths of the mind and how we as researchers can better connect with the deepest of human emotions and connections.
Drs. Sheena Iyengar and Mimi Ito were both phenomenal keynotes yesterday. Iyengar pressed us to look at the depth achievable in simplicity - how simplicity is really the key to connecting with consumers; particularly in aisle.
Ito extended that thinking to a discrete cohort - teens; one that keeps me and my TRU colleagues busy 24/7. The comparative insights of Japanese vs. US youth were outstanding; bringing color and a respected voice to an argument we've been making for a couple of years: teens are the flashpoint for innovation and new tech/media adoption.
As we rolled into sessions, it's helpful to consider some of the more prominent terms in the word cloud above: thinking, insights, research, choice, people and society.
Leaders like Blizzard and the American Cancer Society showed us how to work together better by better harnessing our internal data assets to drive meaningful, communicable insights and building stronger, more flexible terms into client-vendor relationships.
J&J, Intel and others took us into the mind; asking us to balance concepts like the lizard-dog brain with our traditional research views and outlooks. Those two presentations, along with guidance from Kraft, were a fantastic lead into AK Pralad's presentation on NeuroFocus and the way EEG readings can help us truly tap into the mind's mysteries.
To sum up the value of yesterday's discussions would be impossible, but I was struck by a quote from one of the most popular sessions yesterday that had folks clamoring for an encore:
"Market research is the BEST profession in the world" - Stan Sthanunathan of Coke
Tuesday, November 8, 2011
About the author: Christian Dössel 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.