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Quirk's Brooklyn Roundup

Posted by Julie Kurd

Wed, Mar 11, 2020

Conference attendance looked a little different at last week’s Quirk’s event. We’re used to shaking hands, hugging, standing close in crowded rooms, and yes, sometimes even sharing food and drinks. That was all before the rising awareness of COVID-19*. My favorite greeting was the ‘spock’ hello, which to my surprise, my tongue-in-cheek post on Twitter earned much attention. While we awkwardly navigated the new cultural morays of greetings, and depleted Dynata and WebMD’s hand sanitizer gifts (thank you), we did manage to listen to some great sessions.

Julie Kurd Quirks Brooklyn Spock Tweet

In the most recent GRIT Innovation survey, Bex Carson of Brandwatch said “your next standout researcher is a mathematician & storyteller, scientist & artist, code-breaker & journalist.”  We saw a lot of that type of broad thinking here at Quirk’s:

  • Marc Goulet (Russell Research) and Tanya Pinto (Microsoft) spoke about applying a ‘human lens’ to predict what’s next. They urged us to focus on what people value and reject a culture that values primary research over other forms of discovery. Ultimately, we can broaden and deepen our view as researchers by taking a journalistic approach to data collection and storytelling, increasing our ability to quickly combine and integrate data sets, and looking for adjacencies and patterns (quant, qual, ethno, social, telemetry). While the challenges for insights professionals are complex, Goulet and Pinto’s session provided a much-needed reminder to focus on multiple inputs in business thinking.
  • Carmel Dibner from Applied Marketing Sciences spoke about using Machine Learning as a precursor to primary research. Her convolutional neural networks yield ~2,000 sentences from several million so you can harvest and work from there. ML is faster (processing power), better (overcomes human bias), cheaper, complete (comments from thousands), easier (machine does the work) and relevant (insights at the moment of truth). She shared an example of how machine learning informed product development, and marketing of blenders (mainly because blenders had great sub-types around aesthetics, ergonomics, technology, cleanliness, performance, brand). The machine worked with 18,000 sentences, and from there, machine learning experts identified the sources, trained the algorithm, ran the machine, produced the output and conducted the analysis. In this case, the machine distilled a massive amount of information into 97 unique insights, translated directly into consumer needs. On average, Applied Marketing Science finds there’s between 30-100 needs that can be uncovered in these explorations, providing a fertile hunting ground informing primary research.

AMS_MachineLearning

  • In his Brand Disruption presentation, CMB’s own Mark Doherty spoke about how it’s impossible to build consumer-centric brands with brand-centric research. Using our latest BrandFxSM study, he described the four psychological benefits that brands must provide to drive consumers: Functional, Emotional, Identity, and Social. As consumers become increasingly empower, and industries more fragmented, it’s critical to focus on how brands help people enhance what matters to them, including their self-image and pride, as well as the aspects that connect us.

Mark BrandFx Slide

  • Finally, at Quirks, we pondered some of the holes in our own information vocabulary and knowledge. For those who really want to understand our increasingly complex information ecosystem, it’s time to listen to Kathryn Korostoff, founder of Research Rockstar. Kathryn broke down the myriad types of data sources, ways of categorizing data, and types of quantitative data. When highly-seasoned researchers are walking out of the room saying ”oh my gosh I use ‘first vs second party data’ imprecisely,’ it’s clear that there’s always room to learn.

ResearchRockstar_ComplexInfoEcosystem

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*Check out this Forbes article, featuring insights on consumer behavior from our own Erica Carranza, Ph.D., VP of Consumer Psychology.


Julie KurdJulie Kurd is the VP, Business Development at CMB.

For more insights, please follow us on LinkedIn, Facebook, and Twitter.

 

Topics: conference recap, BrandFx, collaborative intelligence, machine learning

We Had Our Beignets and Learned Something Too

Posted by Jen Golden

Fri, Jan 31, 2020

Key Takeaways from The Media Insights & Engagement Conference

The Media Insights & Engagement conference was held this week in New Orleans, and we heard some consistent themes that are impacting the media industry. Here are a few of the highlights: 

Storytelling is essential in delivering emotional resonance, and helping consumers identify with a brand, content or campaign:

  • There were many talks on the power of storytelling. The need for authenticity was loud and clear. Consumers desire something that resonates with them, even at the detriment of production quality.
  • In ESPN’s presentation—Harnessing the Power of Storytelling in Sportsrelatability was the number one driver of engagement with sports content. Audiences need to care about what they are watching, and strong character development can help the content be more relatable. The other top drivers including being substantive (where the audience learns something new), emotionally provocative, humorous, and conversational.
  • Building on the importance of humor, Disney Channel’s Lisa Dracolakis and our own Erica Carranza presented “LOL 101” about the importance of humor in kids’ content. Humor is the number one predictor of kids liking a show, and the more “types” of humor (like visual, verbal, gross, mean, awkward, ironic, inside jokes, etc.) you can layer into content the funnier, and more engaging the content will be.
  • Evoking nostalgia is also important for content, as Warner Bros. spoke about in their presentation on “The Paradox of Choice.” With all the choices consumers have for streaming content today, the more choices they have, the more likely they are to choose something very familiar to them. With today’s socio-political climate, consumers also want something comfortable that can allow them to escape from their reality. Nostalgia plays a role in this, as movie and TV studios continue to revive and reboot hits from the past to keep their fan base interested and engaged (like Star Wars or The Hills).
  • As A&E Networks spoke about in “The Great Divide” as the country becomes more divided, Tribe Identity is on the rise as consumer look to relate with others like them. Prudential and Urban One’s “Legacy Lives on campaign is a good example of influencing the Tribe Image of a brand in a positive way with their key demographic: African American millennial women.

Disruption is forcing the media industry to always be thinking 10+ steps ahead:

  • The media industry is changing at a rapid pace, with more content, streaming services and platforms than ever to choose from. Disruption in the space is the new norm, and media companies need to be constantly innovating to keep up with their consumers.
  • Gen Z is also watching and consuming content in different ways than ever before. Hub Entertainment Research spoke about how watching gaming is becoming the new “watching TV” for many of them; whether that is watching others play games, watching tutorials or watching live e-sports competitions. It is also how many Gen Z’ers communicate with each other – directly within gaming platforms. It provides them with social connection, as face to face interaction is no longer the predominant form of “hanging out with friends.”
  • A Futurist from Paramount Pictures spoke about the next frontier of AR/VR in gaming. It’s only a matter of time before the “screen” becomes one of us, as AR/VR technology continues to improve at a rapid pace and Tech giants continue to invest billions of dollars in the space to not be left behind. He encourages established companies to “think like a start-up” as the same old way of doing something won’t last forever. They need to anticipate what’s next.
  • As audiences shift towards greater video consumption and screen time, survey research needs to shift too, meeting these younger consumers where they are most comfortable. Many presentations included user generated content, with selfie-type responses directly from respondents. These not only provided rich insights but helped bring the voice of the consumer directly into the boardroom.

And while there were many discussions at the conference around a clear divide in the US today, Suzanne Persechino who gave the aforementioned A&E Networks presentation said it best: when all else fails, it’s moments like this in media that can unite everyone together…

laughing baby yoda


Jennifer GoldanJennifer Golden, Project Director.

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Topics: storytelling, emotional measurement, conference recap, Identity, Social Benefits, humor, Gen Z, nostalgia, AR/VR

Detecting Tomorrow’s Patterns at TMRE Las Vegas

Posted by Julie Kurd

Tue, Nov 12, 2019

TMRE Julie and Lori at booth (2)

At TMRE, we were immersed in a world of abundance, showmanship, cacophony, laughter, and glamour. As I checked out of the Mirage Hotel in the wee hours, I wondered why the lights weren’t on in the stunning 60x10 foot aquarium at registration. That’s when I learned that the four marine biologists on staff require lights out until 7:30am because too much light stimulation interrupts the fish feeding rhythms. As we return from another stimulating conference, let’s shine a light on emerging human and technological rhythms:

  • Detecting patterns: Is it good or bad if your technology knows you completely and holistically? We know in order to develop and grow our fan, member, and/or installed base, we need to disrupt ourselves digitally. Kevin Lee, COO of China Youthology talked about Alibaba and our other global tech giants who are shifting their efforts into our homes, cars, and offline lives so they can ‘know’ us completely and holistically. example, stay at FlyZoo hotel, and you can access everything you need through facial recognition. Even when you check out, you can just walk out. Tech giants are seeking to deliver convenient and simplified experiences, and existing data isn’t enough for these challenger brands. As our tech giants acquire entire ecosystems and categories, our data is now the currency of global innovation for a nomad generation. Amy Webb, Professor and Quantitative Futurist & Founder of The Future Today Institute and the Author of The Signals are Talking, discussed the implications of “post big data 1.0” and its fusion of digital data, cultural data, social data, and even our health goals. Her description of our voice-activated microwaves popping popcorn for us on command is pure joy…or is it? What if the microwave detects we’ve been gaining weight? Will it block our command, for our own good?
    Copy of TMRE Twitter Quote Post
  • Show of hands: Who vaults out of bed and can’t wait to get to work? Several of our hands shot up, but we asked questions of one another during the break…is it this particular job that has us vaulting out of bed? Most of us have had other jobs and have always vaulted out of bed. So, essence or environment? How can you become attentive to what is and isn’t happening to live towards the world of 2029? Amy Webb, who also authored The Big Nine, describes three frameworks of thinking patterns in machines, and in people:
    • Optimistic Framers—restless leg folks, who seek interoperability, chart theoretical future states and welcome uncertainty. They seek new structures for exponential growth so they look for new patterns in what is missing, unformed, not yet present.
    • Neutral Framers— those who have limited access because tech platforms aren’t interoperable. They drive solutions that continuously improve their system. These hurdlers rely on their system fluency to drive incremental growth.
    • Catastrophic Framers— those who are trying to improve their paradoxical world through automation but haven’t yet figured out how to reduce the cognitive work stream. Life has resulted in just a lot more work. These framers are panicking and still trying to make linear decisions for everything.

During this discussion, Amy delineated the difference between bystanders—those who cling to cherished beliefs and are unwilling or unable to see welcome uncertainty—and pathfinders—those who embrace uncertainty, charting theoretical future states, and find patterns in what is missing and not yet formed. No prizes for predicting who will thrive in our increasingly connected and disrupted future.

  • While in Vegas, I netted $40. But is that good? A classic question of perspective. According to growth strategy consulting firm Innosight’s biennial corporate longevity forecast, we need to begin imagining a world in which the average company lasts just 12 years on the S&P 500. Because that’s the reality we will be living in by 2027. Examples of TMRE presenters who openly talk about how they disrupt themselves included:
    • John Copeland, Vice President of Marketing & Consumer Insights at Adobe, described the massive pivot in Adobe’s operating model and the new KPIs needed to measure it all. Adobe underwent a massive digital transformation from packaged products ($2-3k for Photoshop, Illustrator) to Creative Cloud ($20-60/month subscription), to Creative Suite (platform as a service). This re-imagined creative journey has Adobe’s true product as a top 100 global website with 24/7 relationship support. Measurement, hence, must be of the ‘experience platform’ so it measures all 5 phases (1. Discover – free sign ups, 2. Try – download & use, 3. Buy – paid members, 4. Use = engagement score, 5. Renew – retain).
    • Monika Chandra, Research Manager at Facebook, told us that there is ‘no cruising on winding roads.’ At Facebook, she works at getting ‘closer’ to the truth of international market sizing for Facebook Marketplace in order to understand the potential for new products and business areas. Monika gave us sight into her learning process. She described her robust investigation to study with rigor, validate, and consistently measure as well as question what is being measured over time. Are we measuring C2C, B2C, C2B? And share of what? How many of us can reliably report the number of times we bought online in the past week or month? Again, I heard about the human factor of needing to measure both online and offline data to gain a fuller picture and greater insight into our audiences.
  • Changing our Behavior: From answer-centric to learning-centric: We can chart the rise of the nomad generation (under-protected, over-exposed), where data is the currency of innovation. Ashmeed Ali, Senior Director and Head of Marketing & Brand Research at Buzzfeed, says that the new game is re-ordered so now it’s “Publish. Learn. Iterate.” Gen Z is producing much of the listicles, and surveys on Buzzfeed. As companies enter the experimental stage of persistent technological recognition, the insights community must build its own unconventional instrumentation to detect what truly matters. Is the solution in the staffing [anthropologists, 1st year outs (out of college/grad school)]? In the tech instrumentation? In the noticing? In the story telling? Is it in the framing?

And it’s not just people…it is tech too. As technology like Amazon’s Alexa detects a cough, a sharp tone, a voice tremor, that next adjacent business can be spawned. In our $24B global insights industry, Prudential’s Supriya Sanyal’s words echo, as she closed her presentation with these recommendations: a) connect to the mission, b) get executive stakeholder buy in from the start, c) balance flexibility with depth and consistency, d) democratize data, even though data citizens may have varied skills, e) socialize the stories internally and externally, and f) choose your partners wisely. Continuously learn…repeat and reflect.

As the lights dim on TMRE 2019, how are we all going to disrupt ourselves? How are we enlisting people and technology to learn, unlearn and re-learn?


Julie KurdJulie Kurd is the VP, Business Development at CMB.

For more insights, please follow us on LinkedIn, Facebook, and Twitter.

 

Topics: Chadwick Martin Bailey, conference recap, customer experience and loyalty, growth and innovation, Market research, professional development, technology

IA CRC - Be The Change

Posted by Julie Kurd

Fri, Oct 25, 2019

Maybe a lack of curiosity CAN kill the consumer insights professional. Speakers at the Insights Association’s Corporate Researcher’s Conference choraled symphony of voices around the concepts of exploration, trust, and curiosity. With the click of a button, Microsoft’s Anne Sedgwick and Anil Damodarans’ voices were transcribed into real-time closed captions as they shared how humans and AI make “a great orchestra.”

Here are some other key takeaways from the conference:

  • Unpacking Curiosity, by Alison Horstmeyer:  We live in a VUCA world (volatile, uncertain, complex, ambiguous), began Alison Horstmeyer in her “Unpacking Curiosity” presentation. Alison asked each of us to pick a photo and answer key questions. My picture was a bike leaning on a tree on a beautiful autumn day. She asked what happened the minute before this picture was taken. She asked what will happen in the next minute. She asked what the most significant thing in the photo is and what the key emotions are. Throughout the session, she motivated exploratory behavior in us, asking us to be resilient, curious, and open. Thanks to her exercise, I could see more opportunities to cultivate openness and ideational fluency, through continuing to venture out of our boxes through: 1) active exploration, 2) engaged inquisitiveness, 3) openness to experience and 4) stress tolerance. She described the value of P.R.O.B.E. or Presence (open ended, listening), Reframe (‘how might we…’), Openness (“tell me more”), Bravery (resilience), Experimentation (attempts in learning).
    CRC blog quote #2 oct 2019
  • Google: “Puppy or Not a Puppy,” by Elizabeth Merrick May: In a world where the market research industry typically statistically tests at a 90% confidence, Elizabeth challenges us with a simple question: puppy or not a puppy? Using this example to describe algorithm training in machine learning, she talked about how in a world of disruptors and disruption, we need to always think about the payoff. Don’t let the world mire you in decisions with minimal downside. Incrementality requires one set of decisions. Leaps require new models. Which is worse to be wrong about: deciding in favor of something that is actually bad or deciding against something that’s actually good?  We can underfit our models (too simplistic to really explain the variance), overfit (add too many options into the possibility so we don’t risk excluding…this makes it hard to replicate). She said a typing tool with the least number of questions yielding the most ‘accurate enough’ output is the one to go with. She challenged us to not over-define things…after all, there’s a downside to being thorough. She encouraged us not to pursue ‘right’ but instead to pursue the ‘right’ amount of ‘wrong’ by setting a risk-based approach. Although pup could be a dog or a seal, ultimately, we are looking for the right amount of wrong.Twitter Mattel blog quote oct 2019 (4)
  • Taboo Discussions and Peer-to-Peer Self-Moderation, by Melissa Spencer, Merck and Kim Bowers, Brado: Want to know about emotional and functional barriers to diagnosing and treating Alzheimer’s? STDs? Topics that Merck and Brado were noodling on included the elephant in the room…was it possible that the qualitative moderator impeded their authenticity by their very physical presence? Could they possibly launch self-moderated, consumer-to-consumer (C2C) discussions? They tried it. And they spoke about how C2C is messy, but the potential payoff exceeded the risks, so they recruited consumers, and, for Alzheimer’s, they asked that person to recruit a few friends for the ‘friend’ groups. They asked these groups to hold ‘book club’ style sessions in their homes, and to videotape it. For the STD discussion, they found that C2C ‘stranger’ sessions—recruited on a guide, and then brought to a facility—worked best.
  • Influence In the Age of ML, by Eric Solomon: Can you embrace curiosity, and the need to experiment? Eric shared the magic that can happen at the intersection of emergent technologies such as Artificial Intelligence and human psychology. If you believe that superintelligence is possible, that intersection shifts the way we tell and consume stories. Eric showed us advertisements that were created by AI, such as this ad by McCann for Clorets gum; And, on watching, tweeting and other behavior, I must have shifted Google’s algorithms, because I got served up the coolest, craziest ad. Does emergent technology disrupt? That girl be a tomboy.

PostScript:  Jeffrey Henning presented the new Insights Professional Certification program which will launch in 2020. The IPC, is an upcoming @InsightsMRX program, backed by @BurkeInstitute, @CambiarConsults, @ResearchRocks, @Rivainc and the @MRII_UGA and includes 5 new topic certifications (IPC Analytics, Practitioner, Qualitative, Quantitative and Specialist). Click here to learn more.


Julie KurdJulie Kurd is the VP, Business Development at CMB.

For more insights, please follow us on LinkedIn, Facebook, and Twitter.

Topics: conference recap, growth and innovation, Market research, Artificial Intelligence, professional development

2019 Yale Customer Insights Conference

Posted by Ann Mondi

Wed, May 15, 2019

Yale image-1

Last week I joined insights leaders at the 2019 Yale Insights Conference and WOW did I learn a lot!

As a newcomer to both the conference and the industry, I was inspired as speakers tackled some of the biggest trends, challenges, and opportunities shaping the future of insights.

The traditional market researcher role is changing. Industry leaders, including Laurence Bucher (Mars Wrigley Confectionery), Stan Sthanunathan (Unilever), and Ewa Witkowska (PepsiCo) weighed in on what this means for today and tomorrow’s insights professionals:

  1. According to Ewa, trust is one of the most important soft skills that will lead insights teams into the future. Once you establish trust both with colleagues and clients, you have the permission to challenge them. To that end, she encourages fellow researchers to get straight to the point and deliver value faster—to be inspiring and actionable. To do that, we must be trustworthy. What a great message for all of us!
  2. As Laurence pointed out, there’s innumerable amounts of data to harness—more so than ever before. Market research professionals must learn to leverage these sources to deliver sensible and actionable insights to their stakeholders. As digital transformation continues to disrupt business as usual, insights teams (well, any team, really!) need to be honest and vulnerable about what we are doing well and where we can improve. What more, insights professionals must make sense of nuanced emerging generations. Younger generations like Millennials and Gen Z-ers have distinct motivations and needs that make them unique not only from older generations, but also each other.
  3. Looking ahead to the future of insights, Stan said the following: data must become a commodity, insights must be democratized, and ideas must be deliverable. He challenged us to think critically about how we’ll use tools like AI to augment our creativity and intelligence. How will we leverage these trends and become disruptors ourselves These trends are unavoidable, so how will we use them to our advantage and become disruptors rather than the disrupted?

Next, Radha Subramanyam, Chief Research & Analytics Officer at CBS, shared how the media giant uses research and analytics to make data-driven decisions. Some takeaways:

  1. Don’t get caught up in the artificial binaries between "small" and "big" data. "Big" data is a trendy buzzword, but the reality is we need all types of data. More data guards against dissonance and diffusion when interpreting findings.
  2. This doesn't mean we should merge every data stream, rather, we should merge the insights. We need to learn to harmonize—goal being to intellectually harness data to provide a more holistic understanding of the situation at hand.
  3. I loved this part—someone asked how to transition creative-driven organizations to be more data-driven. The answer? Build interest by making data invaluable to successful creative. Radha sends out a bulleted daily email with research and analytics findings. These notes help more creative-leaning teams leverage the insights to evaluate their next steps and success with regards to the company's programming (e.g., marketing optimization before the Grammy Awards and social media listening after the awards show).

It's an exciting time to be in insights—from AI to data democratization, there are many forces shaping the industry. Consider attending next year’s Yale Insights Conference to learn more about topics like digital transformation, artificial binaries and so much more. 

Did you attend Yale Insights this year? What was your favorite learning? Share in the comments below!


Ann Mondi is an administrative assistant focusing her efforts on absorbing everything she can about the multiple facets of CMB and the market research industry at large.

For more insights, please follow us on LinkedIn, Facebook, and Twitter.

Topics: conference recap