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Kathy Ofsthun

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CMB Conference Recap: MRA's Corporate Researchers Conference

Posted by Kathy Ofsthun

Fri, Sep 30, 2016

It’s been less than 48 hours after leaving the MRA’s Corporate Researchers Conference (CRC) 2016 in San Francisco and I’ve finally had a moment to reflect.   

Three topics dominated this year: Innovation, Emotion, and Qualitative and Hybrid methods.  If you created a word cloud from the sessions and keynotes, these words would pop, along with actionability, risk taking and impact.

Word_Cloud_crc.png

INNOVATION: There’s a growing intersection between innovation and market research—the need for facilitation and moderation is expanding at the same time as more and more brands wake up to the benefits of co-creation with customers.  Key takeaway: Researchers with foresight and adaptability can contribute at the fuzzy front end and not just after products are conceived of and developed.

EMOTION: Emotional measurement and neuroscience continue to be hot topics, and CRC was no exception. How do you get beyond the rational to understand the complex reasons customers make choices?  What is the science behind emotions and how can we leverage our knowledge of social psychology and neuroscience?

QUAL & HYBRID METHODS: Seven separate sessions were devoted to ways in which qualitative research was a critical addition to quantitative findings and to storytelling.  Methods such as observation, in-home (in bathroom!) ethnography, online communities and a Quant + Qual method used by eBay brought faster and better insights.

Other themes and learnings included: observe more (93% of communication is non-verbal), be prescriptive not just descriptive, walk/hydrate/power nap/meditate, think creation vs curation, design thinking, improv and that old standby storytelling. 

Along with some interesting conversation, attendees heard some big industry news—the MRA and CASRO merger. As of January 2017, MRA+CASRO will now be the “Insights Association”.  Most members favor the merger and look forward to one cohesive professional organization.  It makes sense to me too, and I thank those who surely worked tirelessly to make this happen. I just wonder about the name.  After all of the talk of “actioning” at the conference (and in our daily work), I’d like to see the name reflect more than just insights—it  feels limiting--stopping short of the more important “impact”.  I would like to be associated with the result in addition to the insight.  Let me know if you agree or disagree. 

Kathy is CMB’s new VP of Qualitative Strategy + Insights.  She loves uncovering insights from customers across the globe and lived in Shanghai for 8 months doing just that!  If you missed her at CRC, you can catch up with at TMRE or send her a shout @ShopperMRX.

 

Topics: qualitative research, EMPACT, emotional measurement, conference recap, growth and innovation

Back to School: It's Not Just About the Kids

Posted by Kathy Ofsthun

Tue, Aug 23, 2011

 “It's the most wonderful time of the year!”  You probably remember the singing parents in the Staples ad. So funny, and true!  And if your kids are college age, like mine, you may have wiped a tear when reading Beverly Beckham’s piece in the Boston Globe, “I was the sun, the kids were my planets.”

Back-to-School is as much about MOM as it is about kids (and teachers).   While moms miss their kids, it’s also time for mom to learn and grow.  Moms welcome the opportunity to do something for themselves for a change, and retailers can help.  You don’t have to sell pencils or lunch bags to participate.  Offer moms the opportunity and ability to learn something new themselves, or renew a prior hobby or sport.  Consider what the following moms said they plan to do, once their children are back in school:

“I’m taking a drawing class!”

We are expanding the 2nd floor, so I am picking out new paint and will be doing that.

“I’d like to re-paint the bathroom and maybe re-decorate the living room.  We’re having company for the holidays, and I want the place to look great!”

There is so much opportunity to talk to moms and help them achieve their short term goals, and maybe some long-term ones as well. Whether you’re a grocer, a paint store, a gym, or you sell yoga mats or tulip bulbs, engage moms by demonstrating how you can help them achieve something this season.  They will re-pay you with their purchases, loyalty, and recommendations.

And don’t forget to also talk to moms about their kids – they’re #1 with them, and they want to explore and enjoy fall with their families.  From leaf peeping and apple picking, to biking and soccer, moms look for ways to connect their families in the midst of busy schedules.

Kathy Ofsthun is an Account Director at CMB, specializing in Shopper Insights.  Follow her on twitter @ShopperMRX, or find her at the mall, a SoHo boutique or the nearest estate sale!

Topics: retail research

Observations from the Shopper Insights Conference

Posted by Kathy Ofsthun

Mon, Jul 25, 2011

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I’ve settled back into my routine at the office, and I've been reflecting on what I got from the recent Shopper Insights Conference in Chicago.  I re-connected with old colleagues, and made new connections; so that makes the conference a success in my mind.  But there were also some definite standouts I want to share:

  • A Group Lunch with former P&G CEO A.G. Lafley – I was fortunate enough to be invited to a lunch with A.G. Lafley.  I was struck by his approachability, easy conversation style, and seemingly simple approach to leadership and innovation.  I asked him about timelines for innovation and after a great deal of sincere reflection said we could talk all day on the topic (he didn’t accept my offer to do so)!  We considered the difference between trends, which must be timely, and innovation, which requires experimentation, engineering, design, research, re-engineering, re-designing, etc. Ultimately, innovation isn’t trendy, it’s methodical, collaborative, and it takes time (up to six years for a new Pampers product)!  I saw one as proxy for the other, but now understand how different they are.

                                                                                                

  • Path to Purchase – There was a lot of insightful discussion of Consumer Insights vs. Shopper Insights.  Same person, different roles.  It reminded me of when a Director at a large corporation said ‘I know beer drinkers really well, but I hardly know anything about shopping for beer’.  This is a great distinction and great focus for the industry.

 

  • Overheard – “I feel like I’m in the 50’s.”   My first reaction was “huh?” But then I considered there might be some truth there.  On one hand, I listened to keynote speakers talk about advancements in neuroscience and its relationship to decision making.  On the other hand, several presenters recommended tried and true methods of research, e.g. virtual reality doesn’t trump ethnography.  As I stood in line to buy a hard copy book and have my charge card run through a manual card imprinter, I thought back to that 50’s comment. CPG and Retail have innovated tremendously, bringing us a steady stream of exciting new products and store formats.  So why is there still lingering doubt about embracing new methods of research?  I think the answer may lie with respect, respect for an industry that is innovative if not trendy.  It’s easy to throw innovation into a mission statement or corporate report, but embedding it into a methodical, engineered, and collaborative process is very hard to achieve.  For every new product out there, and every creative new store design, there is a history of smart people working together to bring it to market.  Innovation is in the wings, together with R&D, but it is not absent.

 

  • Holistic approach for a Win-Win – One of my favorite sessions (besides CMB’s presentation with Electronic Arts!), was presented by Bob Goodpaster from Hershey.  He showed how they are partnering with retailers to bring useable insights to their retail partners, often in the candy department, but also beyond.  Their broad scope, analytic team and collaborative approach were impressive.

 

Weigh in?  What did you take away?  I’d love to hear from you!

 

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Are you planning on going to TMRE? CMB is an event sponsor and presenter at the conference. Feel free to use the code: TMRE11CMB when you register for a discounted price. We hope to see you there. Learn more about the conference here.

 

Posted by Kathy Ofsthun.  Kathy is an Account Director at CMB.   She is training for a late summer triathlon and likes to hike in the Green Mountains of Vermont!

Topics: path to purchase, conference recap, retail research

Mining the Subconscious: How do you translate a business strategy into an emotion?

Posted by Kathy Ofsthun

Mon, Aug 09, 2010

qualitative brand researchIn the summer’s hottest movie, Inception, Leonardo DiCaprio plays the role of Domenic, the Extractor – a thief who steals ideas for his clients by entering others’ dreams. Extraction is routine to Domenic, but his newest challenge, Inception, is far more difficult. It requires the placement of an idea in someone’s mind.

Point man Arthur, played by Joseph Gordon-Levitt, poses a familiar question, “So how do you translate a business strategy into an emotion?” That question represents one of the biggest challenges in brand research (optimization, tracking, loyalty). While it is routine to extract information on functional attributes and personal benefits from market research respondents, the emotional stuff, (e.g. how does doing business with X, or using Y product, make you feel?) is much tougher to extract.

Psychologists tell us that emotions precede rational thinking. And rational thinking often justifies a decision that has already been made through an emotional response. In the movie, Domenic wants to implant an emotional response that will spur action, and is justified by a rational business strategy.

As market researchers, we are often tasked with the same challenge of helping clients turn emotional responses into business strategy (without the ability to leap into people’s minds). As a starting point, we often attack this issue by using qualitative techniques such as projection, laddering and mind mapping which are designed to explore consumers’ emotional responses. 

  • Projection exercises include analogies, collages, and other metaphorical techniques including thought bubbles and storytelling that help reveal hidden motives and emotions, and personification that ascribes personality traits to an image, e.g. for use in packaging research.
  • Laddering techniques are used to uncover a person’s goals and core values and how they relate to product attributes. The technique begins with a product’s attributes and ladders on the consequences and then values associated with that attribute, in an A-C-V chain, or ladder.
  • Mind mapping is used to extend an individual’s thinking about a product, company or topic, often leading to emotional discoveries. Beyond simply asking why, mind mapping moves a person beyond a single thought or experience to previously unidentified associations.
mind mappingTry these techniques for exploring and uncovering the emotional underpinnings of your brand…and enjoy the movie!

Posted by Kathy Ofsthun. Kathy is a Sr. Project Manager at CMB. She is an avid hiker and swimmer, and is a humble new owner of a home built in 1694

Consumer Spending Report 2010

Topics: methodology, qualitative research, business decisions, brand health and positioning