Monday, April 30, 2012

#TMRTE Live: Top Tweets from Intensive Monday

We kicked of The Market Research Technology Event 2012 today in sunny Las Vegas, Nevada at The Cosmopolitan!  Here are a few of the top tweets of the day!


















Thanks for following us today on The Market Research Event Blog! We encourage you to join in on the conversation tomorrow at #TMRTE!

Official Call for Presenters Now Open: World Future Trends Summit

World Future Trends Summit
Event Date: October, 2012
Location: Miami, FL

INDUSTRY ALERT: OFFICIAL CALL FOR PRESENTERS

The Institute for International Research (IIR) presents:
World Future Trends Summit
A meeting of Styles: Where West Influences East, & East Influences West
October, 2012

Due to the high volume of submissions, we suggest you submit your proposal early and no later than Friday, May 4, 2012 to Stacy Levyn, Conference Producer at slevyn@iirusa.com or 646.895.7335.

It's time to create a place where thought leaders and influencers come together and share insights from around the world. It's time we break silos. It is time we take full advantage of the interconnectedness that is our world.

Welcome to the REVIVAL of Future Trends. Welcome to the World Future Trends Summit. Focusing on a meeting of styles: where west influences east & east influences west. The summit will consist of US and International content, recruiting speakers from the US, Brazil, Holland, China, Seoul Korea, Amsterdam, Australia, and other emerging countries.

A whole new format for a whole new event.

Day 1 - Business Cases
Day 1 of the World Future Trend Summit focuses on short 25-minute business case presentations from market research, insights, innovation, trends, design, marketing and product development executives. These cases present a realistic view of trends in action and reveal projects that worked, ones that didn’t, and what was learned along the way.

Day 2&3 - Global Keynotes
High-level Keynotes hit the stage to talk about the newest worldwide trends, insights and innovations.

Day 2&3 - Workshops
We have structured unique workshops with key advisors who are prepared to teach you the fundamental elements behind trend implementation and application. From rapid prototyping, to scenario testing and trend trekking we bring you the best in trend analysis and exploration.

The Audience
Attendees are passionate and ready to embrace opportunities. Join together with a community of trend spotters, corporate thinkers, marketers and news makers ready to embrace their future. So who will you meet? Executives responsible for:
• Marketing
• Brand/Product Management
• Market Research
• Consumer Insights
• Strategic Planning
• Business Development
• Product Development
• Innovation
• Design/Creativity
• Forecasting
• Future Strategy
• Trend Tracking

Speakers receive FREE admission to the conference.

Sponsorship & Exhibition Opportunities
If you are interested in sponsorship or exhibit opportunities please contact Jon Saxe, Business Development Manager at jsaxe@iirusa.com or 646.895.7467.

Interested in Becoming a Media Partner?
Contact Sharon Tzuang, Marketing Manager, at stzuang@iirusa.com.

Call for Presenters:
For consideration, please email slevyn@iirusa.com with the following information by Friday, May 4, 2012.
• Proposed speaker name(s), job title(s), and company name(s)
• Contact information including address, telephone and fax numbers and e-mail
• Talk title
• The main theme you plan to address (Business Case, Workshop or Keynote)
• Summary of the presentation (3-5 sentences)
• Please indicate what is NEW about the presentation
• Previous conference experience

Due to the high volume of responses, we are unable to respond to each submission. All those selected to participate as speakers will be notified shortly after the deadline.

Thank you for your interest in the World Future Trends Summit. We look forward to receiving your proposal!

Join the Future Trends community!
Find us on Facebook, Twitter, & LinkedIn.

Friday, April 27, 2012

Idea Gathering: Customer Experience News: Smart Customers & Successful Companies

The Total Customer Experience Leaders Summit provides both B2B and B2C case studies and translating these innovations and insights is a huge part of the value of the conference. Our unique idea gathering wrap-ups between sessions facilitate this translation and were one of our most highly rated features last year.

Here on the blog we're doing a regular series of idea gathering wrap ups, pulling together some of our favorite stories on customer experience, customer experience design, and overall customer-centricity. Share with us in the comments to add your thoughts!

The 2012 North American Brand Performance Study by Forrester has given brands some very compelling, perhaps even scary, information. Customers are smart, more empowered then ever, and they seek innovation, trustworthiness, and convenience from brands more vocally as a result.

Inspired by the study, Sheridan Orr traces the customer journey way, way back in Retail Customer Experience with "Infographic: The evolution of customer experience." This interesting history starts with the rise of vending machines and traces the customer up to the modern day, where increasingly in each step the customer can customize and practice self-service, but in return expects smart and innovative responses.

While comparing the struggles of Kodak with the recent success of Instagram, Michael Hinshaw, Customer experience innovation strategist and co-author, ‘Smart Customers, Stupid Companies’ wrote in the Huffington Post "Your customers' changing expectations have forever shifted the ways they expect to be treated."

 Forbes called out "Trust, Consistency, and Loyalty" as the "Three Attributes Of Enormously Successful Companies" saying "Self-awareness can be good for the soul; it is excellent for the company’s bottom line." When was the last time you asked yourself if your company was walking the walk?

So: Customer Experience Is Now a Strategic Priority. What does this mean? If you know your company is not providing a consistent customer experience, what can you do? These 5 Traits of Great Customer Service by Total Customer Experience Leaders Guest Blogger Flavio Martins are a good place to start. (We, of course, also recommend attending the conference.)

One thing's for sure, when you do gain a customer's loyalty it is a powerful thing. A recent study amazingly showed that "73% of travelers would choose loyalty-program benefits over a spouse if they could take just one on the road.”

Like these updates? Follow us on Twitter or become a fan on Facebook for industry news all week long.

Thursday, April 26, 2012

One month since TMMC: Do You Know Where Your Mobile Strategy Is?

It's been more than a month since we returned from The Mobile Marketing Conference and we wanted to check in on what you've been up to.

 Have you made sure all of your email marketing strategies are mobile optimized? Launched a new app or QR code campaign?

Share with us in the comments or email mleblanc@iirusa.com to submit a guest blog post about your strategy steps.


 

Meanwhile, the mobile world rolls on. Rumors of the next iPhone started spreading across the web, with major buzz pointing to "iWallet" a bigger, better display and better battery life. Gigaom named 2012 "The year mobile advertising starts to pay off" citing the increased viability of new targeting technologies and the growing importance of mobile to the customer on the go.

In keeping with what we heard at TMMC, many are turning to the emerging world as the next mobile market. This infographic spells it out nicely. Here in the US, marketers should continue to take into account the power of the "second screen." HBO's new show "Girls" debuted with roughly "one in every five viewers on... [a] computer or mobile device talking about it." Many were even able to take in the live concert experience on their screen with Coachella streaming live.

What's new in your mobile world? Let us know.

Like these updates? You can also follow us on Twitter or on Facebook for and industry insider news all week long. 

Sweaters for Chameleons: How I'll get the most from The Market Research Technology Event.

Today's guest post is from Kelley Styring. Styring is principal of InsightFarm Inc. a market research and consumer strategy consulting firm. She has led insights for Procter & Gamble, Pepsico, Black & Decker and NASA prior to founding her own firm in 2003. Kelley is a published author and has been featured in USA Today, ABC News, Good Morning America, Brandweek, Fortune, Quirk's Marketing Research and The Market Research Daily Report from RFL Online.  She will be live blogging from TMRTE in next week in Las Vegas, April 30-May 2, 2012.

For more information on TMRTE, visit the webpage.  If you'd like to join us, as a reader of this blog when you register and mention code MRTECH12BLOG, you'll save 15% off the standard rate!

Sweaters for Chameleons:  How I'll get the most from The Market Research Technology Event.

That ancient art of weaving is based on a simple principle of physics. The warp and weft of the weave create a tensile strength in whole cloth that exceeds that of fragile threads. I've been thinking about this as I ponder how to better integrate innovative technologies into my market research consulting practice.

I'm as intrigued as anyone else about new things - exciting shiny widgets offered by technology to build deeper, broader understanding. Scraping, Mobile, Cloud, Big Data, etc. In fact technology is moving so fast and impacting our industry so much that I often feel I'm knitting a sweater from floating bits of dryer lint and not thoughtful threads, snatching one then another out of the air and pushing them into the system. While it may be an interesting looking sweater it's certainly not strong enough to be useful. And that's the problem.

There's a real temptation to attend an exciting conference like The Market Research Technology Event and collect a satchel full of shiny new widgets - single function solutions that are cool and eye-catching but stand alone without integration to existing ways of doing business. I find this to be the key barrier to bringing innovation solutions to my clients - that adoption often means a step change rather than a slide into solutions that expand existing capabilities.

So I've decided to attend this conference as a chameleon. No - not blending into the background. I can do that my wearing black to an agency meeting in New York. I'm thinking more about how a chameleon sees. Its two eyes operate independently, each looking a different direction. So, while I know my eye will be drawn to clever, new, standalone technology solutions that will also pique my client interest - I will be consciously looking for ways to augment or enhance the existing approaches that my clients are comfortable with - so that I have a better chance of near-term client acceptance and increase my engagement rates. I've built a worksheet to help me with this. It's a simple grid with space for new technologies I'll see at the conference along one axis and existing market research applications along the other. For every new technology I add, I will then force myself to think of ways to also integrate it into existing techniques or approaches to market research. That way, I can see beyond the shiny new technique and have a better shot with my clients.

SEE LIKE A CHAMELEON YOURSELF: I'll be blogging "live" from the event, so look for me in the back of the room. Come by, say hello, and I'll give you a copy (Or you can download it here) of the worksheet so you can try it yourself. Looking forward to the conference!

Wednesday, April 25, 2012

Engage Employees & Embed Customer Experience in Your Business

Delivering great customer experiences begins with embedding customer experience within your organization and fostering a customer focused culture. Hear more on establishing a customer experience culture in your organization when Kelly Harper, Director, Brand & Customer Experience at BMO Financial Group delivers her keynote presentation:

How to Embed a Culture of Customer Experience in Your Organization

This case study presentation provides an overview of the BMO Customer Experience Journey; how BMO defines customer experience; and shares how BMO organizes itself around Customer-Experience, highlights key programs developed to engage employees and embed customer experience in day-to-day business activities and processes.

No matter where the accountability of "customer value" lives in your organization, customer centricity is a real leadership issue and one that takes priority especially today. The Total Customer Experience Leaders Summit tackles this issue head on. Our customer experience leaders will redefine customer centricity and explain what this means for you, your brand and your business.

Joining Kelly at the event is an impressive line-up of customer experience professionals sharing their own real-life stories.
Hear from: 
AAA NCNU, AARP, American Family Insurance, Boston Symphony Orchestra, Burke, Inc., Citizens Financial Group, Dunkin' Donuts, Experience Engineering, Feltz & Associates, LLC, Forrester, GfK Custom Research, GfK Customer Research, Hunter Douglas, Inc., Indiana University, Janet LeBlanc & Associates, JoAnna Brandi & Company, Inc., Maritz Research, Porter Airlines, Prophet, REI, Rockwell Automation, Starwood Hotels & Resorts Worldwide, The Hartford, Time Warner Cable and USAA.

Download the brochure to see the full program.

As a reader of our blog, we’d like to offer you a 15% off the standard registration rates, use code TCEL12BLOG to save. Visit the webpage to register today.

We look forward to seeing you this June in Boston!
The Total Customer Experience Leaders Event Team

Follow us on Twitter: http://twitter.com/TotalCustomer
Become a fan on Facebook: http://on.fb.me/Aw2yW4

The Market Research Technology Event Presents: Entrepreneur Tech-Off

The Market Research Technology Event is bringing you the brightest and most innovative minds in market research for a head-to-head competition. Join us as we moderate a Tech-Off of the bleeding edge entrepreneurs and find out what technologies and tools are being created to better understand consumer behavior.  The competition will take place next Wednesday, May 2, in Las Vegas.  For more information on The Market Research Technology Event, visit the webpage to download the brochure.  If you'd like to join us at TMRTE, register today and mention code MRTECH12BLOG and save 15% off the standard rate!

Announcing the Competition:
Pinerly
When a group of passionate, hard-working, and ambitious people come together, beautiful things happen. We founded Pinerly because using Pinterest gave us a huge boost in traffic (at some point over 30%) and we wanted to empower brands and users by helping them do the same. The team takes criticism positively (so reach out), loves to learn (so challenge us!), and acknowledges that our goal is to create products that we are proud of and love. We are always within reach and available to help.

Roozt let's you discover the dopest, trendsetting, cause-oriented brands all under one roof. That means no more scouring blogs, facebook walls, or google searches to find that fav new brand that's helping save the world with their business. Our experienced team of caffeinated, motivated, and inspirated curators (ok, so maybe inspirated isn't a real word but it rhymed so just go with it) do the hard work for you! We've found the coolest companies that you need to know about and put them all into one simple, fun, and rewarding (literally and figuratively) shopping experience. Just by the click of a button you can discover a new favorite brand, learn about their impact, shop from their products, and earn rewards by sharing with your friends.

InsightPool
Consumers are constantly inundated by different brands trying to claim their attention. In the digital world, you can't wait for customers to find you - you have to find them. Insightpool allows you to initiate your customer acquisition lifecycle by pinpointing those that could be most receptive and engaging with them in the most personalized manner. Let us help you raise awareness and build your customer base by converting your competitor's customers.


Who will win the great tech war of 2012 and become the next Facebook, Twitter, LinkedIn and Foursquare? Join this panel to weigh in your vote!

Tuesday, April 24, 2012

Total Customer Experience Leaders Spotlight: David Blair of Rockwell Automation

In 2011, we interviewed David Blair, Director, Customer Experience,Rockwell Automation in advance of the 2011 Total Customer Experience Leader's Summit. David will be returning to the event in 2012 as our conference chair. Let's take a look back at some of his thoughts from last year:

TCEL: Tell us about a project you are working on or recently completed that you are proud of?


DB: We’ve just completed a new event-based survey that allows us to get feedback on our PROJECT business. The survey is very different from our annual customer survey in that it focuses on the individual project – from proposal through design through start-up. The goal is to both ensure a successful project, and get actionable feedback on our performance.

TCEL: What do you think is the key to a successful Customer Experience program?

DB: Senior Management support. Improving customer experience can’t be done from the bottom up. Moving the needle takes hard work and real commitment. And that comes by senior management talking about customer experience, defining performance goals, linking performance to compensation, prioritizing customer experience expenditures, and taking a personal interest in improvement projects.

TCEL: What inspired you to get in the field? What keeps you motivated?

DB: Motivation is easy. In our company, the Customer Experience Office is not just the messenger for conveying customer feedback - we’re also responsible for driving improvements. So knowing the next customer survey is right around the corner, and I’ll be the one walking through results with the CEO, I’m constantly motivated to drive feedback into actions that will improve our Customer Experience scores. I got into the field primarily because it allowed me to leverage my diverse background (sales, marketing, quality, product development) and interpersonal skills to make some real differences.

TCEL: What is one thing you’re excited about for this year’s Total Customer Experience Leaders Summit?

DB: Meeting peers. In our field, we rarely get a chance to share our approaches, successes and failures with peers. Books and consultants are helpful, but there’s really no substitute for an in-depth understanding of how other companies approach customer experience. There’s no one right way, and the approaches vary widely. My goal is to gather ideas that will form the basis for a strategy that elevates our own program to the next level, and likewise I hope I can offer ideas to help others advance.

TCEL: What is one question you are looking to get answered at this year’s Summit?


DB: My question: How do you keep the vitality in your customer experience program? It strikes me that no matter how good the research is, and how well it’s presented, the enthusiasm naturally diminishes over time.

About Rockwell Automation
Rockwell Automation, Inc., the world’s largest company dedicated to industrial automation and information, makes its customers more productive and the world more sustainable. Headquartered in Milwaukee, Wis., Rockwell Automation employs about 21,000 people serving customers in more than 80 countries.

To hear more from our Customer Experience Experts, visit our resource page for a full catalog of interviews, or join us June 6th-8th in Boston.   As a reader of our blog we’d like to offer you a 15% off the standard registration rates, use code TCEL12BLOG to save. Register for the event here.

Inside Facebook’s Research Playbook

Social Media Juggernaut’s Research Function Is Fresh and Fluid
 By Marc Dresner, IIR

 It’s the definitive social medium. With approx. 850 million total users (about 480 million daily), for many of us Facebook is a fundamental part of everyday life. And it’s up to Sheila Normile, a research and insights principal, to understand how and why we use it, and how to improve that experience. As you might expect from a company like Facebook, Normile’s research organization is a bit less conventional than what you’ll typical find at a large corporation. “Facebook is a really entrepreneurial and risk tolerant sort of place and it certainly extends to the research organization,” Normile told The Research Insighter. “It’s funny because you often don’t think of research and risk in the same mindset or in the same breath, but we really embrace that idea of taking risks on our team.” In fact, not only isn’t there a research playbook at Facebook, but the organization is so fluid that projects can happen on the fly, based on a conversation in a hallway or an issue Normile or one of her colleagues just stumbles upon. In this interview with The Research Insighter™, we’ll go inside Facebook’s research organization and have a look at what makes it tick.

Listen to the interview! 


Download a transcript! 


Editor’s note: If you would like to hear more about consumer insights at Facebook, Sheila Normile will be speaking at The Market Research Technology Event April 30-May 2 in Las Vegas. For information or to register, the webpage.

As a reader of this blog, when you register to join us, mention code MRTECH12BLOG and save 10% off the standard rate! ABOUT THE AUTHOR/INTERVIEWER Marc Dresner is an IIR USA communication lead specializing in audience engagement. He is the former executive editor of Research Business Report, a confidential newsletter for the market research industry. He may be reached at mdresner@iirusa.com. Follow him @mdrezz.

Monday, April 23, 2012

20|20 Research President Steps Down to Launch Marketing Consulting Firm

FRANKLIN, TN, April 23, 2012 – Steve Henke, President of Nashville-based 20|20 Research, and long time attendee of The Market Research Event, announced today that he has resigned from the firm to launch Harpeth Marketing, a consulting firm serving exclusively the market research industry. Harpeth Marketing will work with its clients to create and then execute marketing & sales plans that help grow revenue.

According to Henke, “We had great success at 20|20, tripling the revenues of the firm during my six years there. Harpeth Marketing gives me the opportunity to combine my industry experiences from 20|20 with a 25-year marketing and sales career. The target market for our services is firms with at least one marketing or business development person on board… someone we can work with during the execution phase of the plan.”

“In addition, we wanted to create a different kind of consulting firm… and we did. For one, we focus on the ‘process’ of marketing and sales. Twenty years ago, marketing was all about mass media advertising and direct mail… then along with the internet came banner ads and email marketing… and now it’s social media and mobile marketing. Who knows what’s next? But with a thorough understanding of how the marketing process works, you can be successful no matter what comes along.”

Henke continued, “We’re also ‘educators.’ We work side-by-side with our clients to show them how we do what we do, so that they can learn to do it all themselves. There are no secrets. We help them to create a sustainable marketing & sales program so that they can continue to be successful long after our engagement with them is over.”

ABOUT HARPERH MARKETING – Harpeth Marketing works with firms in the market research industry and their marketing personnel to help them create and utilize clear, functional marketing & sales plans for improved outcomes and increased revenues. They do this though a process-based program of consulting, coaching and accountability. For more information about Harpeth Marketing, visit www.HarpethMarketing.com or contact Steve Henke, President at (615) 415-3980 or Steve@HarpethMarketing.com.

Thursday, April 19, 2012

Who can you meet at The Market Research Technology Event in two weeks?

In just two weeks, future-focused market researchers will unite to take part in the industry's event on technology and innovation in research - The Market Research Technology Event.  TMRTE will take place April 30-May 2, 2012 in Las Vegas, NV.

Why do you need to be there?

The Market Research Technology Event...

  • • Covers what matters most to market researchers - where the industry is headed in the future. Stan Sthanunathan, VP, Marketing Strategy & Insights at Coca-Cola (and keynote at TMRTE) was quoted, "the market research industry will not exist in its current form by 2020. Even by 2013 significant, clear signs of evolution will appear... Don't get left behind - stay on the cutting edge at TMRTE. (Read the exclusive TMRTE Podcast with Sthanunathan!)
  • • Focuses all the hottest topics that market researchers like yourself are facing - from marketplace intelligence to social media, mobile, CRM, research innovation, text analytics, data mining and more. View the agenda for full details.
  • • Has gone digital! From online documentation and mobile evaluations, to our brand new Skype Entrepreneur Panel and our TMRTE Connect networking community, we're doing everything we can to embrace technology.
  • • Is bringing the industry change makers to the stage. From Stan Sthanunathan to Dr. A.K. Pradeep (last year's highest rated speaker!), Dan Ariely, Christopher Frank, Paul Navratil, Michael Tchong, Jane McGonigal and more. Click here for the full speaker list.

For more on TMRTE 2012, download the complete agenda.  Also, as a reader of this blog, don't foget you will receive a discount of 15% off the standard rate when you register to join us today and mention code MRTECH12BLOG.

Plus, don't miss your chance to network and learn from the following companies already signed on to attend:

3M * Abbott Laboratories * Accenture Management Consulting * ACS, a Xerox Company * Active Network * Affinova * Airline Reporting Corporation * American Cancer Society * American Express * Anderson Analytics * Animation Dynamics Inc. * Automobile Club of Southern California * Bain & Company * Bath & Body Works * Bayer Healthcare * Bellomy Research * BP America Inc. * Brainjuicer * Brand360 * Brown Brothers Harriman & Co * Burke * C+R Research * Caesars Entertainment * Campbell Soup Company * Canon USA * Carefirst Blue Cross Blue Shield of Maryland * Chrysler Group LLC * CMI * Coca Cola Company * Colgate Palmolive * Confirmit * Connected * Consumer Truth Ltd * Convergys Corporation * CreaMetrix * Decision Analyst Inc. * Del Monte * Doyle Research * Dub * Duke University * dunnhumbyUSA* eRewards Market Research * EEDAR * Eki Communications * Facebook * Foiled Inc. * Forrester Research * Foundational Insights LLC * Gadd Research Inc. * General Mills Inc. * Georillas Location Based Marketing * GfK * GlaxoSmithKline * Gongos Research * Google * Greenbook * Hewlett Packard * Highmark BCBS * Hilton Hotels Corporation * Honda R&D Americas * IBM * iModerate * InCrowd LLC * Information Tools Ltd * Inforsurv * InfoTools * Insight Marketing Systems * Insights in Marketing * Institute for the Future * Intel Corporation * Intendis Inc. * Intuit * Itracks International Inc. * Johnson & Johnson * Kimberly Clark Corporation * KL Communications Inc. * Klout * KS&R * Lieberman Research Worldwide * Maritz Inc. * Market Strategies International * Marketing Analysts * Marriott International Inc. * QuestBack * Radius Global Market Research * Ramius Corporation * RapLeaf * Research Now * Resource Systems Group * Retargeter * Mattell Inc. * MeadWestVaco * MERCASID * MetLife * MichaelTchong.com * Microsoft * Monster * Morpace Inc. * Motista * MSW Research Inc. * National Fire Protection Association * National Rural Electric Cooperative Assn * NBC Universal * Neurofocus Inc. * Nokia * Norstat * NTS Ellit * Openet * Paradigm Sample * Perception Research Services * Planet S.A. * Principal Financial Group * Procter & Gamble * Productive Access * Prophet Brand Strategy * Qualvu * San Diego Gas & Electric * Simstore International * Socratic Technologies * Spych Market Analytics * SSI * Strategence * Strottman International * SurveyWriter Inc. * Texas Advanced Computing Center * The Nielsen Company * Tobii Technology Inc. * Toluna * Toyota Financial Services * Travelers Insurance * Triniti Marketing Ltd * Unicharm * Universal Music Group * uSamp * Vision Critical * Wizards of the Coast * Ypulse * ZS Associates * Zynga

Wednesday, April 18, 2012

Audience Measurement Guest Post: Improve digital marketing with new ROI metrics, Google tells CPG marketers

This blog is co-posted with the Joel Rubenson on Market Research Blog.  Rubenson is a partner for The Audience Measurement Event taking place this May 21-23, 2012, in Chicago, Illinois. The event is focused on the business value and actionability of understanding and translating consumer media consumption, the event features a robust agenda filled with real world-case studies and new, never before seen content by visionary thinkers and industry pioneers.  When you register to join Joel for this program and mention AM12BLOG, you'll receive 15% off the standard rate!  Visit the webpage to download the brochure and find out more about this year's event.

Improve digital marketing with new ROI metrics, Google tells CPG marketers

This is the third of a three part interview with Catherine Roe, head of CPG for Google, leading up to the IIR Audience Measurement Event in Chicago May 21-23 where Catherine and I will both be speaking. Through special arrangement, I can offer my readers a 20% discount to this event. Just use the code AM12JR

Joel: Catherine, in our last two interviews, you dropped two bombshells saying that searches on Google.com related to recipes are up 38% in 2011 over 2010 to 7.8 billion. Then you gave CPG marketers a failing grade of 3 on a scale of 0-10

Catherine: Yes, a lot of it is cultural. They still fall back on what they know. They don’t want to crash the plane or sink the ship.

Joel: someone in media once said, “If we can’t measure it we can’t sell it”. In the first interview you talked about the importance of digital to the CPG path to purchase. How should this be measured?

Catherine: It’s funny you say that, quite honestly Joel, because that has been the biggest challenge. Marketers for years have been able to associate or correlate the value of traditional media such as their GRP or their TRP or their TV spot and model out the sales lift, even though there’s not a direct linear equation that she saw the Downey TV commercial on TV on Monday night and when she shopped on Wednesday she bought Downey because of the TV commercial. But, the fortunate thing is that marketers have figured out that correlation. Then you start throwing digital and all these additional touch points that I talked about into the mix and it’s not as easy because they don’t necessarily measure and correlate exactly the same as a TV TRP.

Joel: so what do you do about that?

Catherine: The way we like to coach our advertisers through it is to think about what all these moments that matter are on the way to the path to purchase and think about them as KVTs or “key value tasks”. To be able to associate a value to every one of those tasks that hits her in the path to purchase. So, as one example, I work with an advertiser that leverages a lot of online recipes as far as a way to engage consumers because they know that if their ingredients are used in a recipe, then that consumer is much more apt to go to the store and purchase that specific ingredient for their recipe. And through this key value task type of thought process, they’ve equated and they’ve modeled out for their group that one out of every ten recipe views correlates to an actual purchase in the store. So, by doing that they are able to back into the math that says: “Okay, if I get ten visits to my site and they view a recipe, then the value of that is X because the value of a purchase of one of these ingredients in a store is X”.

That’s what advertisers need to do today to say: “What is the value if somebody visits my website?”

“What is the value if somebody downloads a coupon off of my website?” “What is the value if someone downloads a recipe?” “What is the value equation if somebody clicks on a click-to-call type of advertisement on mobile?” So, being able to identify along the path to purchase is not as simple as the TV commercial and the offline media and then jump to the store shelf. There are media points all along the way and it’s translating the value of each one of those points.

Joel: if we can think into the future, let’s say three years, what is the one demonstrable proof point that says: “They were listening. They got it.”

Catherine: I think the biggest challenge to not getting it today is that CPG companies for the most part use some type of media mix modeling and they try to use a square peg/round hole effect of just applying the same media mix modeling that they’ve used on TV, print, radio and their historical, traditional advertising. (In digital) But, what would be different in three years is that the CPG companies, coupled with the measurement companies (whether that’s the Nielsen’s of the world, the comScores) have to figure out which is the right way to measure these media and what is the ROI that I’m getting out of my digital dollar in comparison to my TV. If and when they do figure it out, they will actually put enough media (spend) in there to warrant a test.

Read Part 1 here.

Read Part 2 here.

Tuesday, April 17, 2012

Text Analytics for (Really Smart) Dummies, Part 3

Kodak Gallery Gets the Big Picture Via Text Analytics

By Marc Dresner, IIR USA

To paraphrase a colleague who monitors our site traffic: “I think text analytics is a hot topic.”

This turned out to be a mild understatement: The chart that accompanied her message showed a shocking spike in traffic on the day we posted Part 1 of our "Text Analytics for (Really Smart) Dummies" series.

As I suspected when I originally started exploring the subject, it appears many market researchers feel like they have just enough information about text analytics to be dangerous, and there’s a clearly a widespread desire to learn more.

To recap our series thus far:

Part 1) Featured a specialist provider with a new DIY product and who has an unusually savvy take on text analytics in market research;

Part 2) Interviewed a corporate tech giant’s researcher who’s using the company’s proprietary text analytics product to study its legion of employees.

For Part 3 of our series, we’ve homed in on an internal research dept from a forward thinking vertical of a classic company with an outward, traditional consumer perspective.


This case is particularly special because as director of research at KODAK Gallery, Lori Tarabek is making a big difference under less than ideal circumstances.

It’s no secret that Eastman-Kodak (OTCQB:EKDKQ) has filed for bankruptcy, and it appears they may sell Kodak Gallery—the 131-yr-old film pioneer’s online imaging biz—for roughly $23.8 million to competitor Shutterfly.

To thrive as a researcher in this uncertain environment requires ingenuity and a reasonable tolerance for risk in order to move the business forward.

And Tarabek has leveraged these traits to great advantage, evinced in particular by a smart gamble on text analytics that’s paid off.

So this third installment in our text analytics Q/A series is, in my opinion, not only the most inspiring of the bunch, but also may be of the most practical value to our audience.

Thanks for reading and I encourage you to share your own stories and questions about text analytics with our community! Keep the conversation going!

Yours faithfully,
Marc


Q. What attracted you to text analytics?

I needed to find a way to analyze 1.5-2K weekly open-end responses from two NPS/satisfaction tracking studies, without sufficient time or resources for traditional coding. The goal was to find a way to categorize these verbatim responses into logical topic areas that could serve as a diagnostic indicator for key metric trend changes and guide further investigation.

Q. Have you found that certain types of data better lend themselves to text analytics?

I’ve used Anderson Analytics’ OdinText text analytics software in two ways: for the tracking surveys I mentioned above, which I think it's ideal for; and for an ad-hoc project where I wanted to include all of the responses collected (4K+) and get a sense for the relative frequency of the potential barriers to action.

Currently we're at the criteria development phase and it looks promising, but I’d anticipate making a case by case judgment on the value of text analytics for standalone projects.

The essential question is this: Will the investment in time required to set up the categorization criteria be paid off in terms of better analytical quality and efficencies (from high response volume or when expedited turnaround time is required)?

In the case of tracking satisfaction or recommendation/NPS, I believe all of these criteria are met. The consistency of criteria being applied removes the human interpretation bias, and large data sets can be analyzed very quickly (after the criteria/model is in place).

Q. Can the same tools be used for social media data as for, say, survey data?

Social media data may benefit from text analytics tools if there is some consistency in the type of subjects likely to be discussed or the primary goal is to track trends in sentiment. The need for better social media exchange analysis will drive enhancements in the linguistic analysis capabilities and variety of tools available.

Q. What thoughts or advice do you have for other researchers who may be considering text analytics solutions?

Text analytics tools require an investment in upfront time to deliver real value, so advance planning and some runway room to improve the quality of the criteria model need to be factored in. Learning and testing the logic construct is important so that you understand how to set up the criteria to maximize the accuracy of what is returned.

The best test for me is still to compare how a subset of responses is coded, verbatim by verbatim. The ongoing maintenance work required to sustain the value will depend on the pace of change in the key metric or subject matters that influence it, but failure to spend that time will quickly denigrate the quality returned.

Relative assessments represent the strongest use case – levels changing over time, correlated with other metrics, etc. As with any type of large data set analysis, the goal should be to spend the majority of your time thinking about the conclusions and recommendations from the data, and if you are not there, you need to re-evaluate your process, tools or both.

Thanks for the great insight and sound advice Lori!

Editor's note: To learn more about text analytics, don't miss The Market Research Technology Event – a unique forum dedicated to the exploration and promotion of technological innovations in consumer and market research and business intelligence—taking place April 30 thru May 2 in Las Vegas.  As a reader of this blog, when you register to join us, mention code MRTECH12BLOG and save 10% off the standard rate!

ABOUT THE AUTHOR/INTERVIEWER
Marc Dresner is an IIR USA communication lead specializing in audience engagement. He is the former executive editor of Research Business Report, a confidential newsletter for the market research industry. He may be reached at mdresner@iirusa.com. Follow him @mdrezz.

Monday, April 16, 2012

Coca-Cola Research Head Issues Innovation Scorecard and Blueprint

“We’re Approaching Critical Mass!”
By Marc Dresner, IIR USA

In research circles, Coca-Cola VP of Marketing Strategy and Insights Stan Sthanunathan is a perennial favorite, known for his keen insight and candor (and frankly, for being unafraid to state the controversial truth as he sees it).

For example, in a Research Insighter™ interview last September, Sthanunathan made waves when he predicted that survey research would become increasingly irrelevant, supplanted by a new generation of more passive listening tools capable of delivering deeper, more meaningful insights.

More than six months later, Sthanunathan stands firmly behind his remarks.

“Dependence on survey research is going to come down and it’s going to come down quite significantly,” he told the Research Insighter™ in a new interview.

“[We] need new approaches that will help you observe, listen, synthesize and deduce,” said Sthanunathan, who added he’s encouraged by the “exponentially increasing” progress the industry has made on the innovation front.

But the big surprise is that Sthanunathan no longer expects innovation to be driven primarily by start-ups and entrepreneurs from without the research industry; he believes traditional providers will lead the way in collaboration with clients.

“We are beginning to get critical mass in the area of innovation,” he said.

In this exclusive interview with the Research Insighter™ podcast series, Sthanunathan explains:

- Why the next step in the mainstreaming of research innovation will require shaking up entrenched, risk-averse client mindsets

- How benchmarking is handicapping progress

- Coca-Cola Co’s companywide 70/20/10 approach to investing in innovation

- How he’s counting on research suppliers to bring revolutionary research techniques to the table, and much more!

Download an interview transcript!

Editor’s note: If you would like to hear more from Stan Sthanunathan, he will be delivering a keynote titled “Technology...Embrace It or Get Left Behind!” at The Market Research Technology Event April 30-May 2 in Las Vegas.

For information or to register, visit iirusa.com/technology

 As a reader of this blog, when you register to join us, mention code MRTECH12BLOG and save 10% off the standard rate!

ABOUT THE AUTHOR/INTERVIEWER
Marc Dresner is IIR USA's sr. editor and special communication projects lead. He is the former executive editor of Research Business Report, a confidential newsletter for the market research industry. He may be reached at mdresner@iirusa.com. Follow him @mdrezz.

What is your customer experience THEME?

As part of ongoing customer experience training and personal development, I'm always on the lookout for a great training conference that I can attend to help develop my skills as a customer service and customer experience leader.

Being on a budget, I'm looking to get the best bang for my buck. The Total Customer Experience Leaders Summit is the conference you can't miss!

The Customer Experience THEME

At last year's conference, a stellar group of customer experience leaders trained on the importance of establishing customer experience as a key value of your organization to compete in today's customer experience focused economy. Joe Pine led off the conference giving the state of what customers want today.
The recession isn’t slowing down this progress; instead, it is accelerating the shift to customer experience being what consumers truly want. With limited spending money, people...don’t value “stuff.” They value shared experiences...Soon, experiences will become the predominant economic offering. 
-Joe Pine, Cofounder, Strategic Horizons LLP

How do we create customer experience in a digital marketplace?

Experiences aren’t always done in real time and in a physical place. The key is to be consistent in the delivery of your service theme that your customers receive. Joe outlines how to create a THEME that will guide you as you design an exceptional customer experience.

(T)heme the Customer Experience

  • What thoughts/feelings to you want to evoke from customers? Is your entire team on board? Is your delivery consistent?

(H)armonize Customer Experience

  • Do you connect your company ideals with the needs of customers?

(E)liminate Negative Customer Experience Points

(M)ix Memorabilia in the Customer Experience

  • Do you offer digital swag only your customers can enjoy? It doesn't have to be for everyone, but when you get feedback (good and bad), or an exceptional review or experience with an individual, what can you send to solidify that experience?

(E)voke the Senses in the Customer Experience

  • Think of all of the touch points customers have with you. What does it look like from the customer's point-of-view? Do they feel special? Do they feel like you care? Do they feel special?
Hopefully you get the idea. Thoughts should be coming to mind about your situation and what you can do to make the digital experience better for your customers.

This along with more great customer service training content is waiting for you at The Total Customer Experience Leaders Summit this year!

The technology is there to help us create exceptional experiences with our customers in today's digital economy. Our only limitation is our creativity and willingness to focus on the customer. 

It doesn't all need to be done in person. It doesn't require a physical handshake, or a human phone call. 

What do you think? How do you show your customers you care? I'd love to hear what principles guide you to as you work to deliver a quality customer experience.

Friday, April 13, 2012

Idea Gathering: Customer Experience News: ROI Roundup

The Total Customer Experience Leaders Summit provides both B2B and B2C case studies and translating these innovations and insights is a huge part of the value of the conference. Our unique idea gathering wrap-ups between sessions facilitate this translation and were one of our most highly rated features last year.

Here on the blog we're doing a regular series of idea gathering wrap ups, pulling together some of our favorite stories on customer experience, customer experience design, and overall customer-centricity. Share with us in the comments to add your thoughts!

Curious about The ROI of Customer Experience? Some recent Temkin Group research in both B2C and B2B environments as well as research by Forrester shows that "Yes, there is a revenue impact tied to customer experience."

According to that blog post on the SmartPlanet blog, the ROI is especially clear for hotels and wireless service providers, but relevant for all industries. Breaking it out:
"Forrester found that the impact of customer experience on hotels and wireless service carriers was more than $1 billion for each industry. For hotels, the potential impact is $1.36 billion, while for carriers it is $1.3 billion."
Meanwhile in a report by J.D. Power and Associates, we learned that a fully satisfying customer experience (from beginning to end) can trump low prices. According to this post:
 ""While value is important, consumers want more than simply the lowest price," said J.D. Powers' Gina Pingitore, chief research officer, in a press release. "They expect a superior product that is delivered in a compelling presentation, through fast and easy-to-understand processes that are supported by responsive and concerned people. In addition, the price must be perceived as fair and competitive."
One company that could walk away from this feeling positive? Best Buy. In this article by Retail Traffic Mag, the author recommends
"Closing 50 underperforming stores is a move in the right direction for operational efficiency, but Best Buy shouldn’t be competing with Amazon.com on price, they say—it should be competing on superior customer experience."
Overall, we're taking away one lesson from all this research: Good customer experiences have a proven ROI, and can be real differentiators for a company. Do you agree?

Like these updates? Follow us on Twitter or become a fan on Facebook for industry news all week long.

Exclusive Early Bird Savings for The Market Research Event

Join the very best in the industry at The Market Research Event in 2012 for an entirely new experience focused on developing the career market researcher - from transactional partner to transformational leader.



The New Value Proposition:
Transforming Insight Partners into Strategic Consultative Leaders
November 12-14, 2012 * Boca Raton, FL

The comprehensive program includes more than 140 sessions and 175 speakers, allowing you to customize your entire experience. In addition to groundbreaking case studies demonstrating the strategic influence of insights, sessions will expand your skill-set to include competencies like storytelling, foresight planning and thinking more strategically.

World class keynotes already confirmed include:
  • • Guy Kawasaki, Technology Evangelist & Best Selling Author of Enchantment
  • • Daniel Kahneman, the World's Most Influential Living Psychologist & Author or Thinking Fast & Slow
  • • Bob Johansen, Ten Year Forecaster & Author of Leaders Make the Future
  • • Jonah Sachs, Author of Winning the Story Wars
  • • Robert Kozinets, World Renowned Expert on Net-Nography & Professor at York University
  • • Phillip Chambers, SVP, Global Insights, PepsiCo
  • • Robert Atencio, Global VP, Consumer Insights, Pfizer Consumer Healthcare
The Market Research Event isn't just a conference - it's a life changing experience that promises results. Stay tuned as we reveal the 2012 full agenda.

Join us as we connect the Best in Insights from Around the World.  Register by April 20 to save $600 off the standard rate.  Mention code TMRE12BLOG.

Thursday, April 12, 2012

Want to receive a complimentary pass to The Audience Measurement Event 2012? Join us as a guest blogger!

Earn a complimentary All-Access pass to The Audience Measurement Event by serving as a guest-blogger. As a guest blogger, you’ll have access to the entire event, including all educational sessions and networking activities. This event is focused on the business value and actionability of understanding and translating consumer media consumption, the event features a robust agenda filled with real world-case studies and new, never before seen content by visionary thinkers and industry pioneers.

2012 Keynotes
  • • David Eagleman, Renowned Neuroscientist & International Bestselling Author, Incognito: The Secret Lives of the Brain
  • • Michael Holmes, Director, Insight & Research, BALL STATE UNIVERSITY CENTER FOR MEDIA DESIGN
  • • Deb Roy, Director, Cognitive Machines Group, MIT MEDIA LABS & Co-Founder & CEO, BLUEFIN LABS
  • • Kit Yarrow, Consumer Psychologist, GOLDEN GATE UNIVERSITY & Author of GenBuy
  • • Jack Wakslag, Chief Research Officer, TURNER BROADCASTING
  • • Catherine Roe, Head of CPG, GOOGLE
Content Focus Areas:
  • • Consumer Centric Approaches
  • • Measurement & Advantage Analytics
  • • Brand Engagement
  • • Path to Purchase
  • • Consumption & Multi-Tasking Patterns
  • • Content vs. Monetization
  • • Media Integration
  • • Consumer Trends
  • • The Future Media Landscape
  • • Consumer Lifetime Value
Plus new insights and real stories from:
Kraft Foods, A+E Networks, Google, ABC Family, Facebook, BET Network, Starcom Mediavest, Microsoft, ConAgra Foods, Kimberly-Clark Corporation, Intuit, Hearst Magazine, Omnicom Media Group, TIVO and plus much more.

The Audience Measurement Event is taking place May 21-23 at the Radisson Blu Aqua Hotel in Chicago. Responsibilities will include blogging on set industry topics leading up to the event and attending specifically assigned sessions and blogging live or same day. In exchange for guest blogging, you will receive an all-access pass to the event – a $3,000+ value. Guest bloggers are responsible for their travel and lodging.

Apply today by sending your name, company, biography and links to your blog to Jennifer Pereira at jpereira@iirusa.com. Deadline for submissions is April 30, 2012 at 12pm EST. Early submissions encouraged. For more on the event visit www.theaudiencemeasurementevent.com.

Audience Measurement Guest Post: Google flunks CPG marketers…See me after class

This blog is co-posted with the Joel Rubenson on Market Research Blog.  Rubenson is a partner for The Audience Measurement Event taking place this May 21-23, 2012, in Chicago, Illinois. The event is focused on the business value and actionability of understanding and translating consumer media consumption, the event features a robust agenda filled with real world-case studies and new, never before seen content by visionary thinkers and industry pioneers.  When you register to join Joel for this program and mention AM12JR, you'll receive 20% off the standard rate!  Visit the webpage to download the brochure and find out more about this year's event.

Google flunks CPG marketers…See me after class

This is the second of a three part interview with Catherine Roe, head of CPG for Google, leading up to the IIR Audience Measurement Event in Chicago May 21-23 where Catherine and I will both be speaking. Through special arrangement, I can offer my readers a 20% discount to this event. Just use the code AM12JR


Joel: Catherine, in our last interview, you dropped a bombshell saying that searches on Google.com related to recipes are up 38% in 2011 over 2010 to 7.8 billion.


Catherine: Yes, there are more searches around food and recipes than there is travel, beauty, and luxury.

Joel: How sophisticated are CPG marketers when it comes to digital on a scale of 0-10?
Catherine: I give them a 3.
I would have loved to give them more, but I’m a bit jaded. Look at how much the consumer has shifted their time off of traditional media and on to online. I’m correlating my 3 based on what we see as far as shifted media dollars. I just would have thought that progressive marketers would just say: “We have to follow the consumer.” P&G always talks about the “who” and what the “who” is and what the “who” is doing. I just would have thought that if you start with the “who” and you watched how their habits have changed so dramatically over the past five years that you would naturally lean into this medium and continue to test and shift.

But, if you look at where the dollars are still spent, you’ll see that that isn’t happening. And I’m not just talking Google. I’m talking the whole shift to digital in general. It’s shifting. It’s definitely increasing, but if you asked me three years ago where it would be today, I would have thought it would have been dramatically higher, quite honestly.

A lot of it is cultural. They still fall back on what they know. I don’t want to crash the plane or sink the ship. So, the next plan manager, when I rotate off this team, he can make the decision to jump off the ledge and see if this digital stuff really works. So, right now most of them do enough to say: “Hey, I’m testing in digital”. But, there aren’t too many that have really, in masses, followed that consumer, in my opinion.

Joel: So, if you give manufacturers a 3, what do you give grocery retailers?

Catherine: You know what? I would score them a little bit higher. I would probably put them to a 5, maybe even a 6. Again, it depends on the particular retailer. But at least I do see them doing things such as SMS to the phone from Target for coupon offers. Not fully targeted yet, but at least they’re making an effort there. (Retailers are starting to) understand that even if the vast majority of their sales are still coming at brick and mortar that they are doing more online to stimulate that consumer enthusiasm and do some things in that space. I think the retailers have been pushed harder in a call to action because they are competing with the Amazons and Wal-Mart to a certain extent. If they don’t get into that space then their dollars are going to shift more into an online world. So, I would give the retailers a little bit higher grades and I think a lot of it is just that they have to in order to compete.

Part one of the interview here: For CPG how important is digital in the path to purchase?

Next up, part 3. What marketers can do to improve their digital marketing practices?

Wednesday, April 11, 2012

Exclusive Interview: Stephen Gates, Senior Creative Director, Starwood Hotels & Resorts

Stephen Gates, Senior Creative Director, Starwood Hotels & Resorts recently spoke at The Mobile Marketing Conference on Best Practices for Creating Mobile Websites.

We caught up with him to chat about the future of mobile marketing, Starwood's mobile strategy, and advice for those just starting out. One exciting development from Starwood? The new Starwood Preferred Guest app, which offers an intuitive experience that’s perfect for frenzied travelers. According to this review on MediaPost:
The new app, which is actually Starwood’s third-generation mobile app, includes things like FaceTime integration -- a first for any company (that isn't Apple.) The app also includes fully integrated booking, member information, comprehensive hotel searches and travel details, customer service and social media.
Gates spoke of the app experience saying "we don't want to create dumb experiences for smart devices." To learn more, watch our video below:


Want to stay up to date on Mobile Marketing news? Follow us on twitter or Facebook.

Michelle LeBlanc is a Social Media Strategist at IIR USA with a specialization in marketing. She may be reached at mleblanc@iirusa.com 

Audience Measurement Session Spotlight: Closing the Gap between Social Media & Mass Communication

TV has become the new catalyst causing people to engage in social media. As viewers watch their favorite shows, they chat online with friends and family. Which shows are drawing the most commenters and the largest share of conversation? Bluefin Labs has developed a measurement system to measure engagement during shows and the connections between shows – “cross-show engagement.”

In a world of paid, owned and earned media, this information enables networks to collect social media response at the scale that advertisers need.

The Audience Measurement Event is pleased to welcome keynote Deb Roy, Co-Founder & CEO of Bluefin Labs when he presents “Closing the Gap between Social Media & Mass Communication” this May.  For more information on his presentation and the rest of the program, download the brochure.  If you'd like to join us this May 21-23, 2012 in Chicago, register today and mention code AM12BLOG to save 15% off the standard rate!

Featured Session: Closing the Gap between Social Media & Mass Communication
Presented by: Deb Roy, Director, Cognitive Machines Group, MIT MEDIA LABS & Co-Founder & CEO, BLUEFIN LABS
About the Session: People have always talked about what they watch on television - be it sitcoms, ports or commercials. The emergence of social media platforms now makes it possible for people to voice those opinions publicly, frequently, in real-time and on a scale previously unheard of. Bluefin Labs‘ innovative technology links social media comments directly to their televised source, enabling networks, brands and advertisers to gain deep insight into how audiences are responding.
  • • The benefits of understanding how audiences react to TV
  • • Eye-popping visualizations of the social response to mass media
  • • Actionable insights for optimizing programming, ad planning and creative decisions 

Tuesday, April 10, 2012

AARP Shares How to Effectively Analyze and Leverage Multi-Channel VoC Data

Drive change and optimize your sales force by measuring customer feedback through the entire customer experience at the Total Customer Experience Leaders Summit, an event that not only redefines customer centricity, but explains what this means for you, your brand and your business.

With the evolving landscape of communications channels available to customers, it's clear that organizations must adapt to meet the needs and preferences of their customers, or risk losing those customers to competitors. However, without a plan to strategically leverage the valuable information that is captured during contacts, organizations may never realize the full potential of customer interactions.

Join Robert J. Fox, Director, Business Process & Quality, Messaging and Analytics, AARP at the Total Customer Experience Leaders Summit, taking place June 6-8, 2012 in Boston, Massachusetts as he delivers his presentation: How to Effectively Analyze and Leverage Multi-Channel VoC Data

In this presentation, Robert will focus on the value of contact data, both quantitative and qualitative, and offer suggestions on how to analyze and deliver on the strategic value of multi-channel data.

In addition to AARP, see who else will be sharing insights on Measurement & Feedback:
• Customer Care-Opoly
Joseph Arsenault, Senior Manager, Analysis, Metrics and Reporting, Time Warner Cable (TWC)
• Lessons Learned from Voice of the Customer Leaders
Adele Sage, Analyst, Forrester
• The Seven Deadly Sins of Voice of the Customer Research
Howard L. Lax, Ph.D., Vice President, Consulting, GFK Custom Research
• Measuring Customer Loyalty
Renee Pezzi, Senior Vice President, Director of Customer Experience Product and Online, Citizens Financial Group
• KEYNOTE - Meeting the Expectations of Your Consumer
Scott Hudler, Vice President - Global Consumer Engagement, Dunkin' Donuts
• KEYNOTE - How to Embed a Culture of Customer Experience in Your Organization
Kelly Harper, Director, Brand & Customer Experience, BMO Financial Group

Download the brochure to see the full program

As a reader of our blog we’d like to offer you a 15% off the standard registration rates, use code TCEL12BLOG to save. We look forward to seeing you this June in Boston!

The Total Customer Experience Leaders Event Team


Follow us on Twitter: http://twitter.com/TotalCustomer
Become a fan on Facebook: http://on.fb.me/Aw2yW4

"Text Analytics for (Really Smart) Dummies" Part 2: Big Blue’s Unique Use Case

IBM Turns Text Analytics Inward to Learn from Employees
By Marc Dresner, IIR USA

Part I of our text analytics series featured a specialist provider—something of a pioneer in the field—whose firm has recently developed a DIY text analytics tool. I think you’ll agree that Tom Anderson did a nice job of helping us parse fad from fact.

So for Part II of “Text Analytics for (Really Smart) Dummies,” we’ve turned to an intriguing text analytics use case, courtesy of another pioneer in the space: Big Blue (NYSE:IBM).

What I appreciate about this one is that IBM is both a text analytics user and a provider, which may or may not inform your thinking when you read this interview.

I can’t speak to the software, because that wasn’t covered in this session, but we have here a great example of text analytics in action.

They call them “IBMers”—an almost cult-like bunch of some of the best and brightest technologists on the planet, driven by a culture of innovation embodied in three letters: I-B-M.

And it’s up to Senior Research Manager Dr. James Newswanger to help IBM maintain a competitive edge by understanding and learning from them…

Q: Jim, please tell us a bit about your role and if/how you need to analyze qualitative data and/or text.

JN: I lead a group known as Corporate Workplace Analytics within the IBM CIO division. We study IBMers' use of our major enterprise IT tools, including the intranet, Connections, Lotus Notes, social media, etc. Our group specializes in primary and secondary studies, as well as quantitative and qualitative methods. We have been increasingly focused on text analytics and ways to make meaning of content in unstructured data sets.

Q: For clarification, what exactly do you mean when you refer to "text analytics"?

JN: To me, text analytics is the process of taking in content, using software to mine the content for meaning, and offering a presentation interface that allows researchers to find insight.

Q: Is text analytics really new?

JN: Some parts of text analytics are old. For example, human beings acting as coders have been mining open-end comments for meaning for a long time.

Q: How have text analytics evolved over the past few years?

JN: What's new is the expansion of online commentary offered by blogs, microblogs, news feeds, etc., and the software tools available to analyze text, often in real, or near-real, time.

Q: Is all text analytics the same or are there different types?

JN: There are different types of text analysis, driven by particular project requirements. Some researchers need to find basic themes in text, some need to identify "sentiment" associated with themes, some need to link themes to authors and networks, etc. And the time frames and database sizes can vary widely.

Q: How has market research as a use case evolved in terms of text analytics, both in general and for your company specifically?

JN: Some market research professionals make claims that text mining can substitute for other forms of traditional primary research. Some say, instead of launching a scientific survey to determine opinions on a particular topic, we might just mine the blogosphere or Facebook postings, etc., for the end result.

Q: What are some of the most important use cases?

JN: Examples involving challenges to traditional market research techniques—especially sampling rules—are the most important use cases in my opinion.

Q: How much of text analytics involves Big Data, and do you think market researchers should/do have the skills and tools needed to leverage it?

JN: Text analytics may involve Big Data, it depends on particular project requirements. If I want to mine the Web for public opinions about a topic as broad as a popular movie, television show, or government issue, then Big Data sets will clearly be in play. Data set requirements are driven by the number and scope of content sources, the length of time under review, and any real-time demands on delivery.

Q: What criteria should an organization use to base a decision to (a) develop an in-house text analytics capability, b) outsource text analytics or c) adopt a hybrid model?

JN: To develop an in-house text analytics capability, an organization must have analysts capable of using one or more software tools developed for text mining. The organization must own or license software deemed effective for this analysis.

Q: What questions need to be asked in order to determine an appropriate capabilities provider?

JN: Some of the issues to consider include cost, user interface, scope of content coverage and source of content, presentation and reporting capabilities, specific linguistic analysis features, and customization.

Thanks Jim! That concludes Part II. Next up, Kodak Gallery weighs text analytics' potential fit within its market research efforts.

Editor's note: To learn more about text analytics, don't miss The Market Research Technology Event –a unique forum dedicated to the exploration and promotion of technological innovations in consumer and market research and business intelligence—taking place April 30 thru May 2 in Las Vegas.  As a reader of this blog, when you register to join us, mention code MRTECH12BLOG and save 10% off the standard rate!

ABOUT THE AUTHOR/INTERVIEWER
Marc Dresner is an IIR USA communication lead specializing in audience engagement. He is the former executive editor of Research Business Report, a confidential newsletter for the market research industry. He may be reached at mdresner@iirusa.com. Follow him @mdrezz.

Monday, April 9, 2012

Sharpening the Saw: The Market Research Technology Event

Today's guest post is from Kelley Styring. Styring is principal of InsightFarm Inc. a market research and consumer strategy consulting firm. She has led insights for Procter & Gamble, Pepsico, Black & Decker and NASA prior to founding her own firm in 2003. Kelley is a published author and has been featured in USA Today, ABC News, Good Morning America, Brandweek, Fortune, Quirk's Marketing Research and The Market Research Daily Report from RFL Online.  She will be live blogging from TMRTE in las Vegas this April 30-May 2, 2012.

For more information on TMRTE, visit the webpage.  If you'd like to join us, as a reader of this blog when you register and mention code MRTECH12BLOG, you'll save 15% off the standard rate!

Sharpening the Saw: The Market Research Technology Event

Whenever my 12 year old daughter and I want to talk about girl things in the presence of men, we just start talking about shoe shopping. You can see their eyes glaze over as they go off into a happy place, annoyed and bored to death about women's shoes. Then we can say whatever we want - because they aren't listening anymore. The same thing happens to me when someone starts talking about Technology. One whiff of Gigawhatevers and Appwhatnots and I drift off to a happy place. Don't get me wrong, I am a huge user of technology - a gadget early adopter - and I would take my iPad to the grave before I'd give it up in a dark alley. But here's the thing - I like to drive the car, not know how everything works under the hood. Put the key in, turn it and go! Then, I'm happy.

The problem with my attitude is that Market Research is bifurcating - becoming at once more grounded in real people through the rise of ethnography and shop-along interviews where real people bring you into their real-ish lives (or as much as they can given you are an interviewer with a giant video camera in their very very clean house) and at the same time, MR is becoming more Technology centric and dependent. And, it is the intersection of these two where some true beauty happens in terms of human understanding.

So, to be an expert in the real human, we must also know the Technology that helps us reach them in masses, or track them more elegantly, or even know them more deeply because sometimes, they're more honest alone in a room with a Flip camera than squeezed into the bathroom with you and me and the cameraman. I must embrace my demon and learn as much as I can about Technology and how it is impacting - and even driving the future of my industry. It's only with this knowledge that I can delve into and help create the future.

I'm attending The Market Research Technology Event to sharpen the saw on my command of Technology and how it is impacting Market Research. Join me there for provocative presentations and interact with leading researchers who are driving Technology ahead for all of us. I plan to walk away with at least ten new ideas for research applications, new tools to develop, and new contacts for future collaboration. And, the next time someone says speaks in Technobabble to me, perhaps it will actually peak my interest and spark new ideas. Otherwise, I should stop researching and just go shoe shopping.

Friday, April 6, 2012

Insights into the Future of Online Testing – Complimentary Web Seminar from Autonomy

In association with Autonomy, an HP Company, The Institute for International Research invites you to join us for a one hour complimentary Web Seminar.

The Future of Online Testing Thursday, April 12, 2012, 1:00 - 2:00 PM (ET) Presenter:
• Joe Stanhope, Senior Analyst, Forrester Research, Inc.
• Annie Weinberger, VP of Marketing, Autonomy, an HP Company
Reserve your Webinar seat now at: https://cc.readytalk.com/r/1ea3ae4r10iw
 Please mention priority code: MWJ0020-BLOG

Businesses today are spending unprecedented amounts of money attracting and converting customers - via search engines, pay-per-click ads, and other topics. But research shows that they are only converting 2-3% of visitors into actual customers. So what can you do to improve your ROI?
In this webinar, our guest speaker, Joe Stanhope, Senior Analyst at Forrester Research, Inc., will share best practices for testing, targeting and where the world of online testing is heading.

This webinar will discuss:
• How to prepare for successful testing
• Segmentation strategies
• The importance of digital intelligence to drive testing and targeting

Join us at this webinar to learn best practices from an industry analyst and how several leading companies have made subtle changes to their marketing campaigns that have produced double-digit increases in conversion rates and online sales.

Title: The Future of Online Testing
Date: Thursday, April 12, 2012 Time: 1:00 - 2:00 PM ET
Register Now. After registering you will receive a confirmation email containing information about joining the Webinar.
This web seminar is sponsored by:Autonomy

Thursday, April 5, 2012

Idea Gathering: Customer Experience News: What's "Good Enough" For You?

The Total Customer Experience Leaders Summit provides both B2B and B2C case studies and translating these innovations and insights is a huge part of the value of the conference. Our unique idea gathering wrap-ups between sessions facilitate this translation and were one of our most highly rated features last year.

Here on the blog we're doing a regular series of idea gathering wrap ups, pulling together some of our favorite stories on customer experience, customer experience design, and overall customer-centricity. Share with us in the comments to add your thoughts!

This week on the blog, we wrote about the impact of a customer-centric company culture and talked with Peter Dixon, Senior Partner, Creative Director, Prophet, about the power of creating small moments of delight for your customers.

Meanwhile, Kate Leggett was asking on the Forrester blog, Is "Good Enough" Customer Service Good Enough? arguing that the real focus needs to be a consistent, reproducible experience across all touch points. But is this a false dichotomy? In an ideal world wouldn't you have both moments of delight for customers as well as the removal of experience pain points?

Another big question this week: Are customer loyalty programs broken? This week Mashable's Webtrends series posted 2 Ways to Fix Customer Loyalty Programs, pointing out that many consumers see these programs as irrelevant, but that increased targeting and better use of mobile technology could remove some of the issues.

So how do you target your customers better? In this piece on MyCustomer.com, Professor Hugh Wilson from the Cranfield School of Management "claims that when it comes to experience design, marketers need to overhaul their thinking" and segment customers based on channel preferences, not demographics.

In an upcoming webinar, IIR will be hosting Joe Stanhope, Senior Analyst, Forrester Research and Annie Weinberger, VP of Marketing, Autonomy an HP Company on "The Future of Online Testing" and testing and targeting for more successful customer interactions online. Perhaps we'll gain some more insight then. Please mention priority code: MWJ0020-BLOG when registering.

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