A Look Back at TMRE 2009: Knocking Down Silos to Drive Innovation Momentum

The Market Research Event 2010 is taking place this November 8-10, 2010 in San Diego, California. Every Friday leading up to the event, we'll be recapping one session from The Market Research Event 2009.

Knocking Down Silos to Drive Innovation Momentum

Presenters:
Mike Maddock, Maddock Douglas
Javier Flaim, Maddock Douglas

Mike Maddock begins by stating "You can;t read the label, when you are sitting inside the jar" which many employees find themselves inside. It is important to understand that we all have different perspectives and see things differently. That is why it is important to not throw away ideas.

In the innovation process, Maddock Douglas has a Global Expert Network (GEN) of 6,000 innovators that they can look to for external ideas and innovation. It is not necessary though to have a GEN in order to have external ideas, as long as you are looking outside of the box. The speakers then moved on to an interactive session called the "toothpick" test where attendees had to remove toothpicks from a board in order to create squares. The purpose of the test was to see if anyone asked helped and no one did. The reason why they didn't ask for help was because before the test Mike mentioned to everyone that they are smart and didn't need help. This proves that by motivating employees and keeping their spirits up, much more can be done.

A look at behavioral economics

AdAge recently looked at behavioral economics, or why people buy what they do. The concept holds that psychology and economics work together to dictate a person's behavioral purchases, not just the price and quality of a product. Today, when there are so many brands to choose from, it's important that the marketers of the world understand why people are choosing to buy their products.

The article concludes with this from Jeff Jones, partner and president of McKinney:
"It's not about 'We used to do it this way and now it's a wholesale change and we're doing it this way. These are just new ways of understanding how and why people make decisions. And it's just smart marketing to understand them and use them."

Lessons from an online survey taker

Robert Bain of Research recently decided to spend a month taking online surveys. Through is month adventure, he faced many challenges, from being kicked out of surveys and failing to qualify for many. In the end, the experiment received 150 email invitations, clicked through to 99 surveys, started 73, got kicked out of 39, completed 30, crashed out of three and gave up on one.

What were some of the take aways he gathered from 73 surveys in 31 days?
-Note the design of your surveys, focusing specifically on creativity and quality
-Be honest with your survey taker. If they do not qualify, let them know why.
-Surveys don't provide enough answers. Give your respondents enough room to tell the truth in the survey.

Read about Robert's full 31 day experience here.

A Look Back at TMRE 2009: Using Neuroscience for Marketing Research

The Market Research Event 2010 is taking place this November 8-10, 2010 in San Diego, California. Every Friday leading up to the event, we'll be recapping one session from The Market Research Event 2009.

Using Neuroscience for Marketing Research

Mark Potts of MindShare and Dr. Andrew Pradeep of NeuroFocus gave an excellent presentation about the process of using neuroscience for marketing research in their workshop presentation titled: Neurological Testing Reveals the Truth of Audience Engagement.

Here are the basics:

Who:
Respondents are recruited based on research objectives (as in traditional studies).

What:
Respondents wear a "full cap" on their head with 64 sensors attached. These collect data 2000 times every second. This coupled with eye-tracking is the "data collection" methodology.

Why:
Consumers can't tell us everything they're sensing. For example, a consumer may look very closely at something on a grocery store aisle that grabs attention but the subconscious areas of the brain don't "tell" the conscious what they think, feel, etc. But it can, however, be measured through brain activity.

How:
3 metrics are measured directly at the brain.
1) Attention: what are you paying attention to....this is based on the science behind ADD/ADHD clinical diagnosis
2) Emotion: how are you emotionally engaged ....this is based on the science behind mania & phobia clinical diagnosis
3) Memory Retention: what is it that you're experiencing that activates your memory....this is based on the science behind Alzheimer's

When:
As with all new technological tools in research, this is not a catch all approach but 3 of the areas where it can be used is when trying to measure:
1. Purchase Intent
2. Novelty
3. Awareness

You can learn more about it by watching one of NeuroFocus' scientists here:

Cool! April Bell

Benefits of In Depth Interviews for Market Research

At The Research Bunker Blog, they recently posted nine reasons why in-depth interviews for market research are better than focus groups.

They are:
-Better rapport.
-Better sampling.
-Useful with Difficult Recruiting.
-Fewer distractions.
-Faster and cheaper.
-More productive.
-Deeper Insights.
-More flexible.
-Faster adaptation.

To find out their reasoning, visit the post. Do you agree with the reasons above? Do you frequently do in-depth interviews? What benefits do you find when discussing a topic with a person one on one instead of in a group?

Web Seminar:Linking VOC to the Bottom Line Strategies for Uncovering Researchers' Holy Grail

Date: Thursday, August 5th, 2010
Time: 2:00PM - 3:00 PM EDT

Register here: https://www1.gotomeeting.com/register/158148440
Mention Priority code: MWS0034Blog

About the web seminar:
In Maritz Research's 2010 Voice of the Customer Challenges and Practices Study, client-side researchers indicated their biggest challenges were linking survey measures to financial/business results and linking VOC information to internal business processes and metrics. Our own clients have told us that the ability to link survey research information to other business information is the "Holy Grail" within their companies.

As a leader in Customer Experience Measurement, Maritz Research is proud to present Keith Chrzan, Vice President, Marketing Sciences, who will discuss our unique perspective regarding the formal, statistical process that enables us to connect various types of data sources to others. Keith will discuss the varying levels of linkage sophistication, the obstacles that face marketers wishing to perform linkage, and the experience we've gained with a large number of linkage engagements. Researchers, operations leaders and those charged with performance improvement in their company's channels will find this discussion an essential primer before attempting to connect the Voice of their Customers to other business data.

We look forward to your attendance. Don't miss it!


Featured Speaker:
Keith Chrzan, VP of Marketing Sciences, Maritz Research

This web seminar is presented to you by:

Research on the organic food industry

I recently came across this page at the Agricultural Market Resource Center which has detailed information on the organic food trends. Here are a few of the articles I found interesting: Midwest Organics, Organic foods: Are they safer? More nutritious?, Organic food sales feel the bite from sluggish economy, and 35 Million Hectares of Organic Agricultural Land World-wide.

Are there any detailed market research websites you've found that you use for your industry? What are they? Do you find webpages like these useful?

A Look Back at TMRE 2009: TMRE Keynote 2009: Crowdsourcing: Unleashing the Power of Crowds to Unveil Rich Insights

The Market Research Event 2010 is taking place this November 8-10, 2010 in San Diego, California. Every Friday leading up to the event, we'll be recapping one session from The Market Research Event 2009.

TMRE Keynote 2009: Crowdsourcing: Unleashing the Power of Crowds to Unveil Rich Insights

Crowdsourcing: Unleashing the Power of Crowds to Unveil Rich Insights
Jeff Howe, Author, Crowdsourcing



In 2005, Jeff Howe sent a story about MySpace to the Village Voice. MySpace had created a culture with musicians, which lead Jeff Howe to follow the Warped Tour to write a column for Wired Magazine. The Tour is about the music, but features a carnival culture. The Warped Tour kids engaged in amazing creativity throughout a summer tour of 30 bands traveling and playing in a different city every day. They published poetry, web design, paintings. None of the kids defined themselves as one certain thing like "musician" or "artist". The technology was not the story on the tour, it was what they could do with the technology. Their emphasis was on the products and the processes and how they released their creativity.

When Howe wrote this article, the public's obsession for user generated content was immense, but he realized that people were missing was the larger tectonic shift, which were the underlying dynamics of different shapes and sizes and reality. Howe needed something that would capture not just the media, but all industries. He wanted to find a way to outsource to the crowd. The column, Crowdsoucing, was first published in June 2006. It came into use first with technology, but then branched out. There was a fundamental shift beneath the surface between consumers and producers.

Crowdsourcing was not a strategy designed by academics, instead it was an accident. Two friends came together and created a shirt design business, the designs were voted on by the Internet users. This way, you don’t have to be a designer to be a part of the system, but just like designs. Threadless came about this way. You have to give users tasks that take less than a minute to accomplish. They started this business because they loved people and wanted to share it with other users. It’s a global community, and the shirts are sold to individuals around the world.

A key to Threadless was they get free marketing. Via street teams, users posting images of their shirts, in addition to personal designs from the users. They also see what consumers want. They have an “I’d Buy It” box. They know which shirts will sell. They’ve never had overstock or sold out due to this function.

Another example: stock photos. This is a photo that’s already been commissioned by a person to take, then same photo over and over again for promotional purposes. The creator opened his own site where he uploaded his stock photos, and let others download them as long as they uploaded their own. This popular service exceeded what he could pay to. Bruce charged people to post images, and others began to realize the the value. You could download a picture for $300 or $.25. The model worked. Today it's known as Getty Images.

The Cardinal Rule of Crowdsoucing is: Ask not what your community can do for you – Ask what You Can Do For Your Community.

One member of the audience posed the question "How can businesses build their own communities to create these items?" Howe responded communities came together because they were being offered something, the crowd was being offered something. For example, if you are a grocery store, give the community a way to see if you have things in stock, give them specific coupons that apply to your users, etc.

Free Webinar - Linking VOC to the Bottom Line: Strategies for Uncovering Researchers' Holy Grail

Date/Time: Thu, Aug 5, 2010 2:00 PM - 3:00 PM EDT
Register: https://www1.gotomeeting.com/register/158148440
Mention priority code MWS0034BLOG

In Maritz Research's 2010 Voice of the Customer Challenges and Practices Study, client-side researchers indicated their biggest challenges were linking survey measures to financial/business results and linking VOC information to internal business processes and metrics. Our own clients have told us that the ability to link survey research information to other business information is the "Holy Grail" within their companies.

As a leader in Customer Experience Measurement, Maritz Research is proud to present Keith Chrzan, Vice President, Marketing Sciences, who will discuss our unique perspective regarding the formal, statistical process that enables us to connect various types of data sources to others. Keith will discuss the varying levels of linkage sophistication, the obstacles that face marketers wishing to perform linkage, and the experience we've gained with a large number of linkage engagements. Researchers, operations leaders and those charged with performance improvement in their company's channels will find this discussion an essential primer before attempting to connect the Voice of their Customers to other business data.

Keith is the DVP of Marketing Sciences at Maritz Research. He has over twenty-five years of experience on the client and supplier sides of the marketing research industry. His experience includes positions as Director of Marketing Research at Boehringer Mannheim Diagnostics and Managing Director of Marketing Sciences at IntelliQuest, Inc, an Austin, Texas-based marketing research consultancy serving the technology industry. Keith is well - respected in the marketing sciences industry and has the ability to make complex statistics not only understandable but fun.

We look forward to your attendance. Don't miss it!

Register: https://www1.gotomeeting.com/register/158148440

Survey tools are just a delivery method

The Magnetic Group recently posted their conclusion from a survey they had taken at The Weather Channel. It contained poorly worded questions with regards to the answers survey takers were given, in addition to unneeded lengthiness.

A few of the key observations from the article were:
-Poor surveys reflect poorly on the parent company
-Survey tools are only good tools if they are properly used
-Know what length your survey needs to be, and how many questions your participants will likely answer

Read the full article here. What are some other key points and guidelines you use when constructing surveys?

This week save $600 on The Market Research Event

The Market Research Event 2010 is on track to SELL OUT! Be sure to register early so you aren't the one who is left behind. More than 800 top level market research and consumer insights professionals are expected to attend - with more than 60% from the client-side.
Hundreds of your colleagues have already signed up to attend the "World's Top MR Event".


Including senior research, insights and marketing executives from:
20/20 Research * Google * Procter & Gamble * 3M Greenfield Online * Product Ventures * Acosta Sales & Marketing * Groupnet * Psyma International Inc * Adobe Systems * Grupo Cuauhtemoc Moctezma * Publix Super Markets Inc * AIP Corporation * Guardian Life * Quick Test/Heakin * Altria * H&R Block * Recreational Equipment, Inc. (REI) * American Express Business Travel * Hall & Partners * Rich Products Corporation * American Water * Hamilton Beach Brands * Roche Diagnostics * Ameriprise Financial * Hartz Mountain Corporation * Saatchi & Saatchi Wellness * Analytic Partners * Heinz * Sachs Insights * ANZ National Bank * Hershey Company * Sam's Club * Applica/Russell Hobbs * Hilton Hotels Corporation * Savitz Research * Authentic Response * HJ Heinz * Schlesinger Associates * Avis Budget Group Horace Mann Companies * Schoolcraft College * Bbc Global News * Hotspex Inc * Scott's Miracle Grow * Benenson Strategy Group * Hyundai Motor America * Seagate Technology * Best Buy * IBM * Seek Research * Burke * Ideas to Go * Sensory Logic * Bush Brothers & Company * iModerate * Shutterfly.Com * Buzzback Market Research * Ingersoll Rand * Skim Analytics * C & R Research * Innerscope Research * Smartrevenue * C&C Market Research Insight Information & Consulting Services * Smith Hanley * C&R Research Insight Marketing Systems * Society of Actuaries * Cablevision Systems Corporation * Insight Research Group * Socratic Technologies * Cambiar * Insightexpress * Solar Winds * Campbell Soup Company * Insightography * Sony Electronics * Carecredit - A Ge Money Company * Intel * Southwest Airlines * Center for Strategy Research * Invoke Solutions * Starbucks Coffee Company * Central Michigan University * Ipsos * Sterling Brands * Chadwick Martin Bailey * Irving Oil Corp * Sterling Rice Group * Charles Schwab & Company * Jd Power & Associates * Strategyone * Church & Dwight Company Inc * Johnson & Johnson * Strottman International * Clorox * Kao Brands Company * Survey Sampling International * CMI* Kimberly Clark Corporation * Surveygizmo * Communispace * KL Communications * Surveywriter * Confirmit * Kraft Foods * Symrise Inc * Consumer Insights Group LLC * L & E Research * Taco Bell * Corporate Research International * Lieberman Research Worldwide * Target * Cuna Mutual * Lightspeed Research * Tds Telecom * CVS Caremark * Lockerz * Techneos Systems Inc * Darden Restaurants * Luxottica Retail Na * Texas Instruments Inc * Decipher * M/A/R/C Research * The Coca Cola Company * Decision Analyst * Maddock Douglas * The Hampton Roads Economic Development * Dell Computer Corporation * Maritz Research * The Pert Group * Discovery Research Group * Marketsight * The Sound Europe * Diversified Business Communications * Markettools * The Sound NYC * Dms Research * Master Card Advisors * The Sound Research Inc * Dole Fresh Vegetables * Mccormick & Company Inc * The V.E.R.T. Group * Ebay * Medallia Inc * Thoroughbred Research Group * Ebay Europe Germany * Metlife Auto & Health * Tivo * Education Management Corp * Microsoft * TNS * Elemental Data Research * Mindwave Research * Toyota Motor Sales* And More!

Through an immersive and engaging experience, The Market Research Event will help you make 2010 the year insights deliver. Over 125 speakers from leading Fortune 1000 companies and visionary market research firms will reveal case studies and best practices on how they made insights a key driving force in their organizations and how you can become a strategic leader in yours. Download the 2010 Brochure and don't forget to register by Friday, July 16 to Save $600 off the standard & onsite rate.

Free Webinar – How to Maximize Performance-Based Marketing Channels for Your Business

Time/Date: Thu, Jul 22, 2010 2:00 PM - 3:00 PM EDT

Here's a little something to wet your apetite for the PME Event! Evan Weber, CEO of Experience Advertising and PME speaker, will be presenting an hour long web seminar on Thursday July, 22nd from 2-3pm EDT.

Here's a quick recap of what the webinar is all about:

Learn about the exciting world of performance-based marketing and how you can leverage this ever-growing industry to drive revenue for your company. Topics include: types of affiliate marketing channels, types of affiliates, and basic strategies to launch into performance-based marketing.

Register below for the webinar, hope to "see" you there!
http://bit.ly/cv5vO8

A Look Back at TMRE 2009: Running the Olympics Reseach Marathon: An innovative measurement of Multi-Platform Audiences

The Market Research Event 2010 is taking place this November 8-10, 2010 in San Diego, California. Every Friday leading up to the event, we'll be recapping one session from The Market Research Event 2009.

Explor Awards at TMRE 2009: Running the Olympics Reseach Marathon: An innovative measurement of Multi-Platform Audiences

Media Mix Measurement at the Olympics
Horst Stipp, NBC Universal
David Tice, Knowledge Networks, Inc.

Beijing Summer Olympics Summer 2008 was presented on five cable networks and two broadcast channels. The 2008 Olympics were also on mobile and the internet. There are 52 million unique viewers on the internet and 6.5 million users on mobile. For television, there was 16.4 HH rating.

Advertising and broadcasting rights are very expensive, and it was important that NBC be successful with the Olympics financially. There is no “currency-based” solution to meet NBCU’s needs of measuring the number of end users across the platforms. They wanted have hard numbers in order to sell sponsorship beyond a currency value. There was no definite measurement to capture all of the different platforms viewer numbers in one single source. This was the challenge to NBC, so they turned to the Knowledge Network’s Multimedia Mentor single source methodology as the foundation to measure this.

NBC Universal set out to record numbers on the daily Olympics cumulative watchers, to-date Olympic cumulative, projected total Olympic cumulative, times spent watching the Olympic games, and more.

This system was tested during the NBA in the Finals in June 2008 in preparation for the games later that summer. NBC wanted their sample to consist of 500 Olympic media consumers for each of the 17 days. Interviewed for 23 hours, then went on and compiled them.

All goals for collecting information on the Olympics viewers met or exceeded all goals: 605 people a day, a consumption rate of 33%, Olympic media use rate of 81%, interview length was 16 minutes, and delivered report to NBC on time every day.

How did this help NBC? They saw how media was immediately used. They also saw how people used media out of home, and after the games, they used it as a benchmark for establishing audience duplication across media. NBC Universal also used brand and category specific assessments for Olympic media sponsors and usages.

What they saw: 99% of all people watch Olympics on NBC Networks. Nearly everyone watch the games on TV. Those online or on mobile did not give up on television, they still watch the games on television.

So, now NBC Universal is looking to the 2010 Vancouver Olumpics. Their challenge for this year is getting younger audience to watch the Olympics. Through this tracking, they now know that younger new media users watched more Olympics on TV. The information on media platforms heightened their Olympics.

How do people feel about your brand?

An interesting article at YourVersion looks at social media and looks to see how it can determine the sentiment concerning your brands. While truly gauging feelings and opinions through traditional market research methods such as focus groups are traditional, there are now thousands of online responses a minute to any given situation. How can market researchers use services such as Twitter and blogs to effectively monitor feelings on their products? Media Post has a few comments on this, read their article here.

Have you found an effective way to measure the feelings towards your brand online?