Tuesday, July 31, 2012

Shopper TV Exclusive: Video Interview with JD Spangler VP Category Development & John Whitaker, VP, Consumer Insight for HANESBrands

Today's post is co-posted with Shopper 360.  For more information on thee event, visit the Shopper Insights in Action Homepage.

Shopper TV Exclusive: Video Interview with JD Spangler VP Category Development & John Whitaker, VP, Consumer Insight for HANESBrands

In this exclusive interview with Shopper Insights in Action’s Shopper TV—our official streamcast network — JD Spangler, who is the VP Category Development and John Whitaker, the VP ofConsumer Insight at HANESBrands Inc., discuss:

- Hanes’ category norms and stability
- Lessons on partering on a mass level with retailers
- Best practices for creating a culture of research debate and innovation



This fall at The Market Research Event 2012, a full track will be dedicated to Insight Driven Innovation, powered by companies such as Reliance Industries Limited, Time Warner Cable, Hallmark Cards, Inc., Intel Labs, and more.  For more information on the sessions in this track and the rest of the program, download the agenda here.  If you'd like to join us this November 12-14, 2012 in Boca Raton, register to join us today and mention code TMRE12BLOG and save 15% off the standard rate!

ABOUT THE 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 and consumer research industry. He may be reached at mdresner@iirusa.com. Follow him @mdrezz.

Monday, July 30, 2012

Are We Leaping Ahead? Or Running in Place?

Bob Beamon breaking the long-jump record
at the 1968 Olympics in Mexico City –
this record remains unchallenged today.
“Which records will get shattered?” writes Nate Silver, sports analyst, in the New York Times.  Good question.  His argument is based on sports, of course, and he argues that sports like Swimming have shown the most statistical progress over time versus something like Short Distance Running.  That’s because Swimming has benefitted from technology: better swim suits, less turbulent pools, etc.  And that Running is something anyone, anywhere in the world can do versus Swimming where you need a pool you probably don’t have in, let’s say, Somalia. Good points, both.

Why should you care?

Two reasons: 1) new developments in the field of Market Research have been almost exclusively technology-based; and 2) for every trend there is a counter trend.

While our development of new techniques is headed quickly and staunchly down the technology road with Big Data, Mobile and Modeling leading the way, we should see great progress on the part of our clients.  I expect record-breaking accomplishment.  While this may be the case, it’s hampered somewhat by the fact that my clients have trouble communicating or even internalizing the output of such complex solutions to what they perceive as simple requests.  AND the accomplishments are of diminishing size, just like breaking world records, forcing some clients to ask – “Do I really need this much elegance in a solution for such small gains in the market?”  Good question.

Which brings me to counter trends.  This is highly observable in life all around you.  For every person blogging on their mobile you have a person learning to knit.  Maybe it’s not 1:1 – often the counter trends are smaller.  But it’s undeniable that for every Hummer there is a Mini.  For every Burger King there is a slow food alternative kitchen. Again not 1:1 but you get the point.

What are we developing on the slow side, the less technology-based side?  What have you done to help your clients come to simple solutions to questions that set new records by increment?  Maybe… just maybe, it’s the combination of slow and fast, simple and technical that breaks the boundaries and sets the new records by a mother load.   I’ll be on the lookout for this type of new thinking at TMRE 2012 in November.  

What is the crisp new thinking that takes us beyond the technology and into the realm of record-breaking accomplishment?

** ** **
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 The Market Research Event 2012 this November 12-14 in Boca Raton, Florida.  If you'd like to join her, register today and mention code TMRE12BLOG to save 15% off the standard rate!

Friday, July 27, 2012

TMRE TV: Sundar Dorai-Raj, Google

At The Market Research Event 2011, Marc Dresner sat down with many of the industry's leading researchers to discuss their strive for the best insights in addition to how they work with fellow researchers to find the insights they are striving for better research and insights.  This is TMRE TV.

This week we're featuring Marc Dresner's interview with Sundar Dorai-Raj Senior Quantitative Analyst at Google. In this interview, Sundar share how YouTube and it's employees dive deeper to the analytics and behavioral habits of the users of YouTube.

A few of Dorai-Raj's key statements:
- Answers are easier to come by if the right questions are asked
-The feedback loop at YouTube is constantly open to allow discovery of the needs of the user
-Their policy on failure - employees are encouraged to take chances. While that does lead to some failure, the next big breakthrough is always looming.

Watch the interview here:


This fall a The Market Research Event 2012, NBC Universal will be on hand to present "Movie Going in the Digital Age: How Changes in Media Consumption Have Changed the Movie Going Decision Making Process," which looks at how the new patterns of media consumption, including social and such mediums as YouTube affect the pattern of movie going. For more information on this session and the rest of the event, download the agenda here. If you'd like to join us this November 12-14 in Boca Raton, register today and mention code TMRE12BLOG to save 15% off the standard rate!

Thursday, July 26, 2012

What sets apart The Market Research Event from others in the industry?

Three simple words: Relevance. Quality. Quantity.

Relevance
The Market Research Event is the only conference focused on the business value of market research. We scoured the earth to bring you the speakers and topics that stand to have the greatest impact on your life as a research executive. Through takeaway rich case studies, you will walk away with a notebook full of items you can action as soon as you return to the office. The NEW Value Proposition: Transforming Insight Partners into Strategic Consultative Leaders.

Lisa Huck, Director, Global Research, Plantronics, Inc.says:
“This was one of the best research conferences I've attended. The sessions were terrific but for me the most helpful aspect was the chance to network with other client side researchers and meet suppliers who are the best in their field. I'm really looking forward to next year!

Quality
TMRE focuses on bringing you only the best – the highest caliber of keynote presenters of any other industry event, sales pitch free presentations (guaranteed through our content review board), and a range of perspectives from across industries and from around the world. Boasting a 4.815 out of 5 satisfaction score, 98% of attendees would recommend TMRE to a colleague.

Sigal Cordeiro, Director, Global Product Research, GM says:
“Very interesting and relevant to all industries and brands. Great!”

Quantity
The Market Research Event is the most comprehensive conference in the world for executives in market research and consumer insights. The numbers speak for themselves: For just ONE travel spend get access to 170+ speakers, 136 sessions, 7 concurrent pre-conference summits, 9 concurrent main conference tracks, 1,200 attendees annually - 65% from the client-side.

Tom H. C. Anderson, CEO, Anderson Analytics (OdinText) says:
“I’m frequently asked if you could only attend one market research event which would it be? The answer is easy The Market Research Event”

For more information on the speakers and sessions of TMRE 2012, download the agenda.

Join us as we help transform insight partners into strategic consultative leaders. Register today to join us November 12-14 in Boca Raton and save 15% off the standard rate when you mention code TMRE12BLOG. If you have any questions about this year’s event, feel free to email Jennifer Pereira.

Wednesday, July 25, 2012

Complimentary Webinar: Driving Best-In-Class Customer Experience: Beyond Social Media Listening

In association with EmPower Research, a Genpact company, The Institute for International Research invites you to join us for a one hour complimentary Web Seminar:

Driving Best-In-Class Customer Experience: Beyond Social Media Listening
Tuesday, August 7, 2012
12:00PM - 1:00PM ET

Presenter:

• Sangita Joshi, Managing Partner, EmPower Research, a Genpact company

Reserve your Webinar seat now at:
https://cc.readytalk.com/r/ivporydm5oxu
Please mention your priority code: MWY0001BL

Today the rise in customer participation in Social Media is pushing marketers and researchers to listen and learn from Social Media conversations. While numerous applications of Social Media research are taking shape, understanding customer experience through the new media is gaining tremendous mind-share.

Social Media provides an excellent platform to listen to customer concerns, criticisms, and feedback, and address issues through one-to-one engagement. Social Media listening helps brand managers and marketers in not only differentiating their service quality but also aligning them with customer expectations, thus, driving greater satisfaction and better experience. In this session, you learn how Social Media can provide holistic insights on the “voice of consumer”.

Participants will learn:
• Understanding and measuring customer experience through Social Media – the possibilities today
• Beyond listening- Tracking voice of the consumer across the relationship cycle
• Social engagement- The path to improving Net Promoter Score/Customer Satisfaction Index

Sangita Joshi is the Co-founder and Managing Partner of EmPower Research - a Genpact company. She has over 20 years of experience in research of which the last eight years have been at the executive level. At EmPower, Sangita leads social media research and delivery to global clients, and closely works with the innovation team to continuously evolve solutions that aid decision-making in a dynamic business environment. She regularly writes for leading industry publications and speaks on topics related to social media-led insights.

About EmPower Research:
EmPower Research, a Genpact company (NYSE:G) provides integrated media and business research services. We help our clients understand stakeholder perception and needs, empowering them to service better. We use proprietary methodologies to listen and learn about conversations in the customer ecosystem, deriving real insights for active stakeholder engagement.
For more information, visit http://www.empowerresearch.com

About IIR:
The Institute for International Research (IIR) is the world's largest conference company and has been the leader in the provision of business information for over 25 years. IIR produces over 5,000 events annually through its network of offices in over 35 countries.

Complimentary Webinar: Driving Best-In-Class Customer Experience: Beyond Social Media Listening

In association with EmPower Research, a Genpact company, The Institute for International Research invites you to join us for a one hour complimentary Web Seminar:

Driving Best-In-Class Customer Experience: Beyond Social Media Listening
Tuesday, August 7, 2012
12:00PM - 1:00PM ET

Presenter:
• Sangita Joshi, Managing Partner, EmPower Research, a Genpact company

Reserve your Webinar seat now at:
https://cc.readytalk.com/r/ivporydm5oxu
Please mention your priority code: MWY0001BL

Today the rise in customer participation in Social Media is pushing marketers and researchers to listen and learn from Social Media conversations. While numerous applications of Social Media research are taking shape, understanding customer experience through the new media is gaining tremendous mind-share.

Social Media provides an excellent platform to listen to customer concerns, criticisms, and feedback, and address issues through one-to-one engagement. Social Media listening helps brand managers and marketers in not only differentiating their service quality but also aligning them with customer expectations, thus, driving greater satisfaction and better experience. In this session, you learn how Social Media can provide holistic insights on the “voice of consumer”.

Participants will learn:
• Understanding and measuring customer experience through Social Media – the possibilities today
• Beyond listening- Tracking voice of the consumer across the relationship cycle
• Social engagement- The path to improving Net Promoter Score/Customer Satisfaction Index

Sangita Joshi is the Co-founder and Managing Partner of EmPower Research - a Genpact company. She has over 20 years of experience in research of which the last eight years have been at the executive level. At EmPower, Sangita leads social media research and delivery to global clients, and closely works with the innovation team to continuously evolve solutions that aid decision-making in a dynamic business environment. She regularly writes for leading industry publications and speaks on topics related to social media-led insights.

About EmPower Research:
EmPower Research, a Genpact company (NYSE:G) provides integrated media and business research services. We help our clients understand stakeholder perception and needs, empowering them to service better. We use proprietary methodologies to listen and learn about conversations in the customer ecosystem, deriving real insights for active stakeholder engagement.
For more information, visit http://www.empowerresearch.com

About IIR:
The Institute for International Research (IIR) is the world's largest conference company and has been the leader in the provision of business information for over 25 years. IIR produces over 5,000 events annually through its network of offices in over 35 countries.

Small Team, Big Results

Today's post comes from TMRE Guest Blogger, Katie Clark. She is also known as @InsightsGal on Twitter and a client-side market researcher, project manager, and social media maven. 


I’m proud of the fact that our research department completes about 40 research projects a year.  However, the more significant number is two. That’s how many staff members we have at present working on market research (and I’m one of them).  I know several client-side researchers for whom this is also a reality, and I know more are out there!  Based on the results of Quirk’s 2012 salary survey of corporate researchers, it doesn’t sound like departments will be growing by leaps and bounds anytime soon: 52% feel it’s unlikely their companies will bring on additional researchers in 2012. 

So, how can you manage a large workload with a small department of two, three, or even five staff members? Here are a few tips and tricks that we use:

Create a Standard Research Brief 
The argument that all research projects are “vastly different and completely unique” doesn’t hold water with me. For each research project, there are a set of common key questions that are important to capture at the outset, such as: Who is the project stakeholder? Will you be offering an incentive? What’s the budget? Who’s the audience? Etc. Etc. Etc.  You get the idea.  For your company's projects, the questions may be different, but sit down and figure out what the common threads are for your projects and document those key questions. Create a simple document that you fill out for each and every project (be consistent!), and store that document in a place that your team can access it easily.  Not only can this brief serve as a helpful discussion guide for your kickoff meetings, but also it will provide a record of the project information that your staff can access if you’re away.

Systematize your workflow
Just as there are a set of standard questions to kick off each project, there are a common set of tasks for your research projects. You have a kickoff meeting for each project, right? If you’re running surveys, each survey needs to be tested, launched, terminated and analyzed, right?

If you're not using project management software of some sort, run don’t walk to one of the free or paid project management software solutions such as Basecamp, dotProject, or MS SharePoint. They will help keep you on task (literally). The point here is NOT to get you mired in the details, but to eliminate those late night “Did you do this? Where is that?” emails. With a system in place for your project workflow, there is one place for you and your team to check to see what’s next for each project.

But don’t ‘set it and forget it’ – do an audit of your standard tasks every six months or so, as your workflow and tasks will change over time as the business needs change and as you continue to streamline your processes.

Map out as much of the year as possible
On a more macro level, map out all the projects for the next 12 months that you know of.  I know some subscribe to just doing this by quarter, but I advocate a 12 month view, especially if you have a small staff.

Even if you have just a vague idea that so-and-so wants a quant project sometime in November, pencil it in as you’re going to need to work around Thanksgiving, staff vacations, etc.  Having this at the ready is incredibly important in those project kick-off meetings so you’re aware of what you can handle and when given your small department size.

If you’re looking for a super-fast way to visualize your projects in a Gantt chart, take a look at
Tom’s Planner – you can upload project info from spreadsheets (or SharePoint, etc.) and with 2 clicks have a dynamic view of your week, month, quarter or year. I use this all the time for quick visuals.

Remember, putting these systems and structure in place will NOT make you a slave to the details, but rather create a well-oiled machine which will help things to run smoothly when the requests are coming in thick and fast, and will leave you with some brain space for strategic thinking!

After all, your company is looking to YOU to be the strategic thinker around customer insights, and you need to be able to deliver.  After attending sessions such as Kraft Canada’s “Giving the Gift of Insight to your Company” session at TMRE in November (part of the Strategy and Futuring track) you can hit the ground running with what you’ve learned when you get back to the home office, rather than getting back and spinning your wheels trying to figure out “Oops, did we remember to ask that at the kickoff meeting? Where did I save my project notes?"

More about Katie: Based in Portland, Maine, Katie manages the market research team at Diversified Business Communications. She has worked with companies large and small and in industries such as software, fragrance, finance, and entertainment to help them move the business forward through actionable insights derived from market research. She is passionate about bringing the”Voice of the Customer” inside the organization. The opinions expressed here are her own and not those of her employer.

If you'd like to join Katie at TMRE 2012 this November 12-14 in Boca Raton, Florida, register today and mention code TMRE12BLOG and save 15% off the standard rate! For more about this year's program, download the agenda.

Tuesday, July 24, 2012

Salad and Fries - a false choice with concurrent marketing

"Turkey Burger, please," a satisfied grin crossing my face as I slid the menu across the plastic tabletop.  "Salad or Fries?" she asked, snapping her gum and scribbling on a tiny guest check pad.  "Salad or Fries?" I wondered.  Not much of a choice, really.  And what if I wanted both or neither?  I certainly wasn't confronted with all of the possible choices and yet I felt I shouldn't have to make a choice at all.

I was reading an article recently about "concurrent marketing."  (Ron Capello, "The New and  The Next" Marketing Management Spring 2012) At first I thought this was a clever new way to say 360 Marketing which my clients have struggled both to deliver and measure for many years.  Actually, the idea was more elegant than I expected.  Yes, it had to do with using multiple approaches in parallel.  Salad and Fries.  But it also alluded to "just in time manufacturing" by suggesting rapid cycles of learning and deployment of marketing and tactics and messages.  Now I'm wondering if this is the true power of Mobile Market Research.

Attending TMRTE (the Market Research Technology Event) I was struck by research suggesting very poor response rates for MMR.  At the same time I was uplifted by progress toward using gaming to engage survey respondents.  Perhaps the confluence of these forces, packaged and aimed toward creating short cycles of learning and action, learning and action will help clients of the future iterate to greater success cumulatively over time.  Perhaps these short term iterations also fit better with the short employment cycle of most marketers and the short attention spans of most consumers.  Perhaps in the future we can have Salad and Fries because they are not choices but concurrently relevant.  And tasty too.

** ** **
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 The Market Research Event 2012 this November 12-14 in Boca Raton, Florida.  If you'd like to join her, register today and mention code TMRE12BLOG to save 15% off the standard rate!

Monday, July 23, 2012

Explore and re-define the role of the USER of market research

With the market research industry in the midst of such major transformation, it is time to explore and re-define the role of the USER of market research. After all, the impact of our insights can only go as far as our end users believe they can.

Presenting the first ever insights conference for non market research leaders. Designed specifically for your END USERS, this event will explain the research process, new alternatives, different methodologies and tools so they can make better decisions with the insights you deliver. Once they've seen the light, they'll be far more likely to commission new projects, increase the budgets they allocate to insights, and be much more willing to trust insights coming from new sources of data. All making your job that much easier.


By presenting multiple points of view from career researchers and end users alike, The Market Research Event...for Non Research Leaders will cover:
  • • The Value Proposition... Getting the most from your research
  • • Methodology Assessment... Behind the curtain of what to use, when and the limitations
  • • Mastering the Challenger Role... Knowing when and how to challenge the research
  • • Collaboration... Redesigning your relationship with vendors, suppliers and internal teams
  • • Leveraging Research... You have a finding, now what?
These days, everyone from brand managers and engineers to innovation heads are allocating budge to uncovering unmet needs. Pass this along to your end users and those who are allocating budgets to consumer insights within your organization. 

The Market Research Event for Non Research Leaders is co-located with The Market Research Event, November 12-14, 2012 at the Boca Raton Resort & Club in Boca Raton, FL. With shared keynote sessions and receptions, this unique opportunity will not only empower your end users with hugely valuable knowledge, but will provide a great opportunity for you to strengthen your own working relationships with your team. As a reader of this blog, when you or a non-market research colleague registers, you save 15% off the standard rate. Mention code NMRL12BLOG. If you have any questions about this year’s event, feel free to email Jennifer Pereira.

Friday, July 20, 2012

TMRE TV: Tricia Benn, Rogers Publishing Ltd.

At The Market Research Event 2011, Marc Dresner sat down with many of the industry's leading researchers to discuss their strive for the best insights in addition to how they work with fellow researchers to find the insights they are striving for better research and insights.  This is TMRE TV.

This week, we're featuring our interview with Tricia Benn, Rogers Publishing Ltd. In this, she talks about her evolution as a market researcher, and how her company has transformed into the custom research firm that it's become today.  They're behind the Sanofi Canada Healthcare Survey, which is regarded by the nation as the top place to find information about health benefits as it relates to both employers and employees.  She also states that she believes market research is never a cost center if it is done properly.

Watch TMRE TV here:





This year at The Market Research Event, Robert J. Atencio, Global Vice President, Consumer Insights, Pfizer Consumer Healthcare will be on hand to present Consumer Insights – A Day To Learn, A Lifetime To Master.  He will examine the evolving market research industry and how insights and gathering data has changed, and how we can evolve in this profession to take advantage of this opportunity.  The Market Research Event 2012 will take place November 12-14, 2012 in Boca Raton. You can find out more about this presentation and the rest of the program by downloading the agenda! See this year's program here. As a reader of this blog, when you register and mention code TMRE12Blog, you'll save 15% off the standard rate!

Thursday, July 19, 2012

Shopper TV Exclusive: Video Interview with Catherine Roe, Head of CPG, Google

Today's post is co-posted with Shopper 360.  For more information on thee event, visit the Shopper Insights in Action Homepage.

ShopperTV Exclusive: Video Interview with Catherine Roe, Head of CPG, Google

In this exclusive interview with Shopper Insights in Action’s Shopper TV—our official streamcast network — Catherine Roe, Head of Consumer Packed Goods at Google discusses:
- Her unique role at Google
- What “search is the database of intention” means
- How search behavior and trends data may be used to drive purchase, packaging and other areas
- Emotional vs call to action messaging—which wins?
- Who are Google’s clients/customers?
- How can Google get me into Wal-Mart?





This fall at The Market Research Event, Emotion Mining will be on hand to present "Structured Qualitative Research and Its Ability to Impact Consumer Marketing" where they will examine how brands get a new, deeper emotional connection with their consumers and use data to understand how.  For more information on this session and the rest of the program, download the agenda here.  If you'd like to join us November 12-14 in Boca Raton, register today and mention code TMRE12BLOG and save 15% off the standard rate!

ABOUT THE 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 and consumer research industry. He may be reached at mdresner@iirusa.com. Follow him @mdrezz.

Tuesday, July 17, 2012

The Mobile Marketing Conference Experience: In Your Own Words

It doesn't seem that long ago that we were off to Miami for the first meeting of The Mobile Marketing Conference. Yet here in Mobile Marketing Conference HQ, it's already time to start thinking about 2013.

As we began planning, chairperson Jeffrey Hayzlett had the following to say:
"I've been saying it for years; It's all about mobile, mobile, mobile. It was evident from TMMC '12 that mobile is now in full transformation. If brands are not already implementing it at the forefront of their marketing strategies, they are going get left behind."


Before we got too far ahead of ourselves we wanted to take a look at feedback from our 2012 attendees and speakers to see what stood out, and what needed to be expanded for 2013. Check out this quick video for a peek at The Mobile Marketing Conference experience and a wrap-up of our attendee's feedback:


Want to learn more? Visit our website to download the executive summary. Stay-tuned for more information about The Mobile Marketing Conference 2013!

If you are interested in speaking, please contact Rachel McDonald at rmcdonald@iirusa.com or 646.895.7405.

If you are interested in sponsoring, please contact David Smith at dsmith@iirusa.com or 646.616.7627.

Michelle LeBlanc is a Social Media Strategist at IIR USA with a specialization in marketing. She is the voice behind the Mobile Marketing Conference on Twitter, Facebook and LinkedIn. She may be reached at mleblanc@iirusa.com

Friday, July 13, 2012

ShopperTV Exclusive: Video Interview with Cindy Casper, Sr Director, Insights & Research at Sam’s Club

Today's post is co-posted with Shopper 360.  Shopper Insights in Action will take place next week, July 18-20, 2012, in Chicago, IL.  Mention code to save an additional 15% off the standard rates: SHOPPER12BLOG.  For more information on thee event, visit the Shopper Insights in Action Homepage.

ShopperTV Exclusive: Video Interview with Cindy Casper, Sr Director, Insights & Research at Sam’s Club

In this exclusive interview with Shopper Insights in Action’s Shopper TV—our official streamcast network — Cindy Casper, Senior Director, Insights & Research at Sam’s Club discusses:

- The advantages a club channel environment provide over other retail channels in terms of information/insight collection and delivery
- Why decision sciences and predictive modeling is key (in contrast to current trends in social listening and other non-representative sample, passive research methods) for understanding and influencing consumer behavior at Sam’s Club
- Why her function is unique relative to conventional retail insights practice and operation models
- How Walmart is interacting with the organization that may impact how they tackle shopper insights in the future


ShopperTV: Cindy Casper, Sam's Club from Shopper Channel on Vimeo.

About Sam’s Club
Sam’s Club®, a division of Wal-Mart Stores, Inc., is the nation’s eighth largest retailer and a leading membership warehouse club offering superior products and services to more than 47 million members in clubs across the U.S., as well as in Brazil, China and Mexico. Members save an average of 34 percent over traditional retailers. To learn more visit SamsClub.com, and look for Sam’s Club on Twitter, Facebook, Pinterest and their Mobile and iPad® Apps.

This November at The Market Research Event, LinkedIn will be on hand to present Data-Driven Products and Member Insights at LinkedIn: Implications for Big Data where they will discuss how they understand their users the social networking platform.  For more information on TMRE, download the brochure here.  As a reader of the blog, when you register and mention code TMRE12BLOG, you save 15% off the standard rate!

ABOUT THE 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 and consumer research industry. He may be reached at mdresner@iirusa.com. Follow him @mdrezz.

Thursday, July 12, 2012

Introducing The Market Research Event for Non Research Leaders

In a consumer-driven world, where decisions are so often influenced by consumer preferences - these days everyone from brand managers and engineers to innovation heads are allocating budget to uncovering unmet needs - but if you aren't classically trained in market research how do you know what questions to ask?

Presenting the first ever insights conference for non market research leaders. This means, you are a user, you allocate budget - but you are not a career researcher and therefore, you want to explore alternatives, understand different methodologies and tools and know how to get more from your investment.

We present The Market Research Event for Non Research Leaders this November 12-14, 2012 in Boca Raton, Florida.


Today, the research industry is in the midst of the most major transformation of all time - with the explosion of "free data" from new channels as a new source for integration. The role of the traditional researcher is changing and with that, the role of the USER of market research must too change.

What keynotes can you hear from?
  • -The CONSUMER PROVOCATEUR: Guy Kawasaki, former Chief Evangelist of Apple, Author of New York Times best-seller, Enchantment: The Art of Changing Hearts, Minds & Action
  • -The MOST INFLUENTIAL PSYCHOLOGIST: Daniel Kahneman, Nobel Prize Winner and Professor of Psychology, Princeton University, Best-Selling Author, Thinking, Fast and Slow
  • -The WORLD-CHANGER: Jonah Sachs, Author, Winning the Story Wars
  • -The WORLD RENOWNED FORECASTER: Bob Johansen, Future-Forecaster, Former President & Current Fellow, Institute for the Future, Author, Leaders Make the Future
  • -The INNOVATOR: Mark Johnson, Author, Seizing the White Space
  • -The SOCIAL MEDIA EXPERT: Robert V. Kozinets, Professor of Marketing, Chair of Marketing Department, Schulich School of Business, York University
  • -The RESEARCH LEADERS: Robert J. Atencio, Global Vice President Consumer Insights, Pfizer Consumer Healthcare, Phillip Chambers, SVP Global Insights, PepsiCo
There's nothing else like this anywhere. We hope to see you in Boca Raton this November. Register today and save 15% off the standard rate. Mention code NMRL12BLOG. If you have any questions about this year’s event, feel free to contact Jennifer Pereira.

Big Data and the Government: What has Todd Park uncovered?

Todd Park is looking at certain aspects of the government as a startup.  Why? He's the Cheif Technology Officer with a lot of data that has to be organized.  The government produces so much data every day - what could lie behind it?  Look a what opening up weather data did for the private sector.  Not to mention the way that GPS has transformed the way the nation gets from A to B.  One of Park's successful initiatives before this position at Health and Human Services was the creation of the Health Data Initiative.  They can take every day data and apply it to public safety, energy, education and non profits.  By capturing and translating this data, they will eventually be able to create a transparent and efficient government.  For more on the interview with Park, visit Fast Company.

Can big data help companies become more transparent and operate more efficiently?  This fall at The Market Research Event, we'll have a track dedicated to this new trend including speakers from LinkedIn, Nestle Purina Petcare Russia, Advanced Auto Plus and the Home Depot to share how they're using big data to uncover insights and share with the vast amounts of data that is now being created.  For more information on these presentations and the rest of the agenda, download the brochure.  If you'd like to join us in Boca Raton this November 12-14, register today and mention code TMRE12BLOG to save 15% off the standard rate!

What aspects of your business do you see being improved if you embrace and properly analyze some of the big data you're collecting?

Tuesday, July 10, 2012

Decision Quicksand: Why We Get Mired in the Aisle

Study Finds Variety Sends Shoppers Into Vicious Circle

By Marc Dresner, IIR

I consider myself a relatively swift and decisive grocery shopper, but every now and then I get stuck in an aisle, turning over the same packaging several times, scrutinizing labels, comparing prices, all in an increasingly maddening quest to find…what?

Not surprisingly, this usually occurs in less frequently shopped categories like household cleansers and detergents, where the purchase cycle is such that I don’t recall what I bought last time.

After about 300 seconds that seem like a month, when I start pulling my hair out, I’m apt to reason: “It’s just dish soap. Pick one and get out of this aisle!”

You may note a hint of desperation in that last sentence. Deep down, perhaps, I fear I may never make it out alive. But why?

Trash bags and toilet paper are not life-or-death decisions, yet they sometimes seem to assume the significance of one.

Surely clutter plays a role. And, of course, there’s no shortage of research on how too many choices and too much information affect (impede) decision making in the store.

Conventional wisdom says that we’re heuristic shoppers: When confronted with clutter, we go with what we know. But what do you do when you don’t have a default outside of buying the lowest price per unit?

If you’re the guy standing in the aisle beside me, you call your wife (true story). If you’re me, you grab whatever he grabbed after he got off the phone (also a true story).

But without that lifeline, buying even toothpaste can be a suffocating experience.

Appropriately enough, this deer-in-the-headlights phenomenon has a name: “Decision Quicksand.”

According to results from a study slated for publication in the August issue of the Journal of Consumer Research, we often equate the importance of a decision with the relative complexity associated with making it.

Take a low-risk purchase decision in a crowded category—a decision one initially assumed would be simple—and you have the ingredients for a vicious circle.

“Instead of realizing that picking a toothbrush is a trivial decision, we confuse the array of options and excess of information with decision importance, which then leads our brain to conclude that this decision is worth more time and attention,” wrote Aner Sela and Jonah Berger, of the University of Florida and University of Pennsylvania, respectively, who conducted the study.

“Our findings suggest that people sometimes fall into a recursive loop between deliberation time, difficulty, and perceived importance,” they concluded.

This explains why one can get hung up on a bottle of shampoo. As we begin to contemplate the options, we realize this is a more complicated decision than we thought, therefore it’s an important decision, which we overcomplicate by seeking out more information, which, in turn, increases the (mis)perceived importance of the decision, which causes us to spend more time on it, seeking out even more details… You get the idea.

It’s an interesting theory that got a bit more interesting when I passed it along to a friend in research at a Fortune 500 CPG who coincidentally has been banging her head against the wall over a modest line extension.

It seems “Jane” has scrapped multiple iterations of a fairly straightforward concept test because the marketers’ decision criteria have changed with each design proposal.

“I’m driving my supplier crazy,” she confided. “And now I know why: I’ve given the marketing folks too many options and they can’t pull back. We’re way past the point of need to know; some of the questions they’re asking don’t even qualify as nice to know.”

And here I was trying to point out that the line extension, itself, might be a bad idea…

I’ll be seeing my friend next week in Chicago at the 12th Annual Shopper Insights in Action Conference. Hope to see you there, too!

For information or to register, please visit www.shopperinsightsevent

ABOUT THE AUTHOR
Marc Dresner is IIR USA’s senior editor and special communication project 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.
Enhanced by Zemanta

The Market Research Event: More Client-Side Participation Than Any Other Market Research Event

The TMRE Difference: More Client-Side Participation Than Any Other Market Research Conference in the World.  This fact alone makes the story sharing, connections and best practice learning that much more valuable. TMRE will take place November 12-14 in Boca Raton, Florida.

The Market Research Event scours the earth to bring you the best of the best in market research and insights to give you an inside look into their practices - how they champion the business value of market research and leverage the insights to create strategies that are the life blood of their organizations.

Cross Industry Client-Side Perspectives from:
Automotive & Manufacturing * Advance Auto Parts * BP * Belkin * Carhartt * GE * General Motors * Reliance Industries Limited (India) * Targus USA * Toyota Financial Services

Consumer Goods & Retail
3M * Brown-Forman * Burt's Bees Division of Clorox * Campbell Soup Company * Coca-Cola North America * ConAgra Foods * Dannon * Energizer Personal Care * Ferrero-Russia * Frito-Lay * Gerber Products Company * Hallmark * HanesBrands * Heineken International (The Netherlands) * Heineken Mexico * Kimberly Clark Corporation * Kraft Canada * Kraft Foods (Singapore) * L'Oreal USA * Mars Petcare (Russia)* Mary Kay * Nestle Nutrition * Nestle Purina PetCare (Russia) * Pepsi (Russia) * PepsiCo * P&G* Post Foods * Sara Lee * Target Company * Unilever (UK)

Healthcare & Pharmaceuticals
GE Healthcare * Johnson & Johnson * Johnson & Johnson (Brazil) * Merck * Pfizer Consumer Healthcare * Shire Pharmaceuticals * Takeda Pharmaceuticals

Hospitality & Travel
Caesars Entertainment * JetBlue Airways * The Walt Disney Studios Financial Services * American Family Insurance * Citi * Fidelity Investments * Liberty Mutual Insurance * Mastercard * MetLife * SunTrust Banks * The Hartford

Retail & Foodservice
Best Buy * Home Depot * Pizza Hut * Starbucks * Taco Bell Corporation/ YUM! Brands * T.G.I Friday's International, Carlson Restaurants

Telecom, Technology & Online Services
AutoTrader.com * Dell * Ericsson (India) * Facebook * Hewlett-Packard * IBM * Intel * Linkedin * Logitech Inc. * Sage North America * Samsung * ShopSavvy * Ticketmaster * Yahoo! Inc.

Media & Entertainment
20th Television, Fox * ABC TV Network * Bloomberg News * Columbia Records, a Division of Sony Music * EMI Music (UK) * National Geographic Channels * NBC Universal * SPIKE/ Viacom Entertainment Group * Sesame Workshop * Thomson Reuters * Time Inc. * Universal Music Group * Univision * Time Warner Cable *


Join us as we help transform insight partners into strategic consultative leaders. Register today and save 15% off the standard rate. Mention code TMRE12BLOG. If you have any questions about this year’s event, feel free to email Jennifer Pereira.

Friday, July 6, 2012

The Value of Market Research

What value can market research bring to a company? At The Market Research Event 2011, Marc Dresner set down with experts from Nokia, NFL, Sesame Workshop and more to discuss what value market research brings to their organizations.

What value have these companies found?



How can you get more value from your market research? Researchers today are empowered and expected to take risk and drive innovation, and The Market Research Event 2012 has been structured to deliver this to over 1200 attendees this fall in Boca Raton. For more information on TMRE 2012, download the agenda. As a reader of this blog, when you register to join us and mention code TMRE12BLOG, you'll save 15% off the standard rate!

Thursday, July 5, 2012

Idea Gathering, Customer Experience News: Digital Trends and Forgotten Feedback

It's been over a month since we've returned from the 2012 Total Customer Experience Leaders Summit, so we wanted to check back in. Have you implemented any ideas from the event at your company? Come up with any new questions? Let us know in the comments!

In the meantime, let's take a look at what's been happening in the customer experience world.

Back on June 20th, Forbes posted an interesting piece "Shoppers To Retailers: Hello!? Is Anyone Listening?" suggesting that retailers are not acting on the customer feedback they may be receiving. One interesting note from the research being quoted:

"83 percent of those surveyed told Empathica they are more loyal to a brand when they believe action has been taken based on their feedback. Yet, in a RetailWire poll accompanying the story, 60 percent of those voting gave the retail industry a “D” or an “F” for responding to consumers’ suggestions."

In other research, Mashable noted "5 Digital Trends Shaping the Consumer Experience," and Dan Schawbel Personal Branding Expert, Millennial Branding explained "Why Brands Should Respond to Customers on Social Networks" on the Amex Open Forum.

Lastly, we enjoyed this piece on Fast Company's Co.Exist "Great Brands Are About Fusing Product And Service. How Do You Do It?" which noted:
"Companies need to start thinking about the holistic experience between their brands, products, and services. Crafting an experience requires design that considers these three elements of brand, product, and service in order to generate successful results. Any company can be analyzed through these lenses to evaluate the experience it creates for its customers."
What customer experience news have you come across since the event? We want Total Customer Experience Leaders to be a thriving community year round, not just a three day experience, so please share your thoughts.

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

How Coca-Cola Explores the Emergent Online Grocery Shopper

Shopper Insighter Podcast Interview Examines Digital Implications for Shopping and Retail Research

By Marc Dresner, IIR USA

Online grocery shopping has a long way to go before achieving mainstream adoption in the U.S., but in the UK it’s on fire and the implications for terrestrial shopping are huge.

“A typical supermarket type of shop may take 43 minutes whereas an online shop, which accomplishes five times more in terms of size of transaction, takes one seventh of that time,” said Darren Marshall, VP of Global Shopper Development at the Coca-Cola Company.

In this exclusive interview for the Shopper Insighter podcast series, Marshall outlines:

• What U.S. marketers can learn about online shopping from our counterparts across the pond

• The opportunities and advantages available to marketers when people are buying online as part of their portfolio of channel choices

• How Coca-Cola is coping with “Big Data” and where it fits in the shopper space

• Moving from a price-driven to a solutions-based model at retail and much more!

Here's an exceprt from the interview about big data:
That’s a nice bridge because it brings me to another kind of hot topic. A buzz phrase that we hear a lot nowadays is “big data”. Loyalty cards obviously generate tons of data and now we have all kinds of different rivers of data coming. Where does big data fit into what you are doing? What are the opportunities and what are the challenges that you’re facing in that area?

Darren: Yeah, data is a really scary word because when you think about data you think about pocket protectors and rocket scientists with big glasses. One of the big challenges is translating all of that big, scary data into something which is insightful and simple and actionable that anyone of our sales folks who are on the ground making things happen can do something with. So, translating is a really important skill that not a lot of people have and it is certainly one where there is a huge opportunity within the industry.  Turning that data into action is really interesting because what you can then do (particularly in more online type of environments) is really get the right product at the right price for the right person at the right time. And through that you’re not getting a one-size fits all type of proposition where everybody needs to compromise somehow.  But, you can actually extract more value by getting the right thing at the right place at the right time. That’s the value that big data provides, I believe. A much more customized solution wherein we can capture as much value from every transaction as is possible.

Listen to the full interview!

Download a full transcript!

 Darren Marshall will be delivering a keynote titled: “The Ripple Effect: Creating a Global Movement to Convert Shoppers into Buyers” at the 12th Annual Shopper Insights in Action Conference taking place July 18-20 in Chicago.  Coca Cola will also be at The Market Research Event presenting "Achieving the Win-Win-Win: Driving Profitable Business Growth by Optimizing Your Portfolio for Both Consumers AND Shoppers" in the Shopper Insights Track this November 12-14, 2012 in Boca Raton, Florida.  For more information on the TMRE program, and the track sessions featured in the Shopper Insights track, download the agenda.  If you'd like to join us in Boca Raton, register to join us an mention code TMRE12BLOG to save 15% off the standard rate.



ABOUT THE AUTHOR/INTERVIEWER
Marc Dresner is IIR USA’s senior editor and special communication project 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.


This blog is co-posted with the MyShopper360 Blog.

Tuesday, July 3, 2012

Shopper Insights Video: Interview with Meijer's Packaging Design Supervisor

In this exclusive interview with Shopper Insights in Action’s Shopper TV—our official streamcast network — Vickie VanHurley, Ph.D., Packaging Design Supervisor at Meijer, discusses:

- Research methodologies
- Conventional notions of research
- Shoppergraphics
- Traditional research and its applications
- And more! Watch this episode on the Shopper Channel and subscribe here!

 
  ShopperTV: Vickie VanHurley, Meijer from Shopper Channel on Vimeo.

Editor’s note: The Shopper Channel is produced by the 12th Annual Shopper Insights in Action conference, taking place July 18-20, 2012, in Chicago, Il. This post was republished from www.myshopper360.com. 

For more information, to view the 2012 agenda or to register now, visit www.ShopperInsightsEvent.com.
Mention code to save an additional 15% off the standard rates: SHOPPER12BLOG


ABOUT THE 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 and consumer research industry. He may be reached at mdresner@iirusa.com. Follow him @mdrezz.

Monday, July 2, 2012

News Roundup: Make that Mobile+

It's been awhile since we've checked in on the progress of Google's Google+ social network lately, but the recent 1-2 punch of events functionality and mobile caught my eye this week. Google+ events, announced during the recent Google I/O event, integrates Google calendar invites with the Google+ service and allows a constantly updating "Party Mode" where event photos and info can stream live (see video).

Pretty cool, right? The bad news came when users realized that they could inundate anyone on Google+ with invites, including say...Wil Wheaton. According to this post on ITProPortal, "In response to complaints from actor Wil Wheaton, Vic Gundotra, Google's senior vice president of social, promised in a Google+ comment to fix the problem. 'We should have contemplated and anticipated how people would abuse this and how painful this could be for celebrities with large followings,' Gundotra wrote."

It remains to be seen weather the bad experience will overshadow the benefits of the new service. Meanwhile, Google+ was also announcing Google its first optimized version of Google+ for tablets. According to PC Mag, the new version "leverages the larger screen size of such devices for richer, fuller presentation of the Google+ stream, face-to-face video chatting, and media playback. ...The features in Google+ for tablets are actually being included in an updated version of Google+ for smartphones that's also immediately available." And according to the Google Developers Blog "the Google+ platform for mobile, in early developer preview... includes mobile web optimized social plugins and Google+ SDK for iOS and Android (coming soon). With these new SDKs, you can integrate Google+ identity, sharing, and history into your mobile apps to create more engaging social experiences and connect with more users."


Elsewhere in Mobile, CMO of Denny’s Inc Frances Allen is encouraging mobile marketers to “be real in real time” when it comes to July 4th marketing on Forbes. MarketingProfs reminded us of the power of mobile websites with this infographic: 10 Reasons Why You Need a Mobile Site. And we got excited about the power of “Showrooming” with IBM's SmartPlanet writing "Why (and how) retailers should embrace ’showrooming’" and Mediapost noting that "Millennials Consider Mobile The Must-Have Shopping Companion."  Hopefully retailers are staying cool with their users this 4th of July with some innovative mobile campaigns - let us know if you've seen any worth a second look!

Follow The Mobile Marketing conference on Twitter and Facebook for more mobile advertising news. 


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

Big Data, Storytelling & Transformation All at TMRE this year

When deciding which market research to attend in 2012, choose the one that provides the greatest return for your investment. The one that has been proven to deliver year on year.

I’m frequently asked if you could only attend one market research event which would it be? The answer is easy, The Market Research Event” - Tom Anderson, Anderson Analytics (Odin Text)

With more than 170 of your peers on the program, you can create a personalized agenda that addresses your most critical business issues:

  • - Mobile & Technology: Featuring: JetBlue Airways, Maritz Research, Best Buy, ABC TV Network, ShopSavvy, Coca-Cola North America, Gongos Research, InterContinental Hotels Group
  • - Data Analytics & BIG Data: Featuring: LinkedIn, Nestle Purina Petcare Russia, Advance Auto Parts, The Home Depot, Cuahtemoc Moctezuma (Heineken Mexico), Gerber Products Company, Takeda Pharmaceuticals, Fidelity Investments
  • - Social Media Listening: Featuring: Evolve 24, Burt's Bees Division of Clorox, Yahoo Inc, Universal Music Group, QuestBack, Thomson Reuters, Dell
  • - Strategy & Futuring: The Walt Disney Studios, Ticketmaster, Post Foods, Decipher Inc, GE Healthcare, Shire Pharmaceuticals, Liberty Mutual Insurance, NGMR, Kraft Canada, The Pert Group, Energizer Personal Car, Citi
  • - Global Research & Insights Featuring: Carlson Restaurants, Kraft Foods, Johnson & Johnson Consumer Brazil, Ericsson Consumer Lab, Kimberly Clark Corporation, PepsiCo Russia, Nokia
  • - Consultative Skill Development Featuring: Starbucks, DeVry Inc, BP, GfK, GE, PepsiCo, Logitech Inc, Vital Findings, Brown-Forman, Heineken International
  • - Trends With Special Hispanic/Millennial Focus Featuring: Target Corporation, Univision, Qualvu, Facebook, Taco Bell Corporation/ YUM! Brands, Columbia Records a Division of Sony Music
  • - Collaboration in Action: Interactive Group Sessions Featuring: Intel, Johnson & Johnson, Career Systems International, Bloomberg News, PepsiCo, Hewlett-Packard, American Family Insurance
Download the 2012 Agenda to see the full program to see for yourself why more than 550 of your colleagues have already signed on to attend The Market Research Event.

Join us as we help transform insight partners into strategic consultative leaders. Register today and save 15% off the standard rate as a reader of this blog when you mention code TMRE12Blog. If you have any questions about this year’s event, feel free to email Jennifer Pereira.