goInnovate is a blog about how technology and innovation are driving the new norm in marketing research. It’s about what’s new, what’s coming, and what’s integral to the way we think about innovation.
The “researcher” in me wants to elicit your opinions — whether you run an R&D division, you’re an entrepreneur, a GenY techie, or a super mom, I want to hear what you have to say. The “innovator” in me wants to explore the white space, what’s possible, and how the ripples of today can become the tsunamis of the future.
Blogger’s Note: Having had two weeks to digest and reflect on TMRTE, Del Monte’s Tiffany McNeil and I have continued the discussion “offline” about what we found most inspiring there and what we feel it means for the future of MR. Part of the reason Tiffany and I can’t stop talking is because we don’t want to lose the “high” from the event once stepping back into the real world. We hope that, in sharing our enthusiasm, others will join the conversation, and help move us all from that enthusiasm...to action.
Greg: So, Tiffany, as a speaker and attendee in Vegas, what impressions did TMRTE leave you with?
Tiffany: Well, if success in this industry is about clarity and inspiration, (and I believe it is) TMRTE delivered. I left the conference feeling excited, overwhelmed, inspired, and truly humbled to work among such brilliant, dynamic and kind people. I regularly feel this way with the insights team here at Del Monte – but this event was far beyond expectations—at least a three-fold upgrade from an already great TDMR last year.
Greg: What were the stand-outs for you?
Tiffany: For me, the most inspiring macro-theme was connectedness. This was most overtly displayed in Tiffany Shlain’s presentation. She uses her skill set as a filmmaker to shift our collective focus to what connects us rather than what divides us – why we need each other rather than why we’re in each other’s way. She reminded me what I’ve always loved about this field –that it’s rooted in human understanding—you know humans—like us. What motivates us, what we care about, why we are who we are, how we’re different and yet how we’re all the same. TMRTE brought me an increased awareness of human beings, including market researchers, as a collective people maturing and growing together. Tiffany Shlain: filmmaking researcher and superhero.
Greg: I too was blown away by Tiffany’s presentation. I’ve never been so emotionally moved by a talk at a research conference. Truth be told, when you tweeted that you were getting teary eyed, I was just grateful I wasn’t the only one.
But you’re right. The core of what we do as researchers isn’t collecting and analyzing data; it’s about seeing human beings for who they truly are and then seeing the connections among them to uncover insights. When you look at it this way, research can be truly organic and altruistic—very different than the data collection template and the notion of “respondent as lab rat.”
Tiffany’s presentation fascinated me with the idea that we can fundamentally change our relationship with consumers. Rather than just extracting data from them, we can transform this connection into a force to do good in the world. Her cloud-based filmmaking and “Declaration of Interdependence” focuses on technology bringing us together in a way that transcends culture, language and race. All too often, we think technology is a dehumanizing force in the world.
At home, when my preschool-aged sons Jack and Ethan kiss their mom’s iPhone when we’re connected via Face Time, they’re doing it because they believe that, in that moment, I am truly there with them. To me, that crystallizes what technology can—and should—be about.
Tiffany: Totally get it. My son Callum knows and loves his grandparents in Europe because of Skype, iChat and Face Time. When my grandparents lived in England, I probably saw them only three times. Callum lights up when he sees his grandparents in person—I was probably scared of mine!
Before this event, I’d never really spent any time consciously connecting the brain to who we are as people. I’ve just always put it into the “science” column and the “who we are” part into the “social studies” column. But, the science behind the brain and its connection to “understanding” is relatively new and incredibly powerful. The inspiring part is, according to Tiffany and others, our brains are changing to accommodate the world as it is now; and as she so convincingly said, “we talk about technology as if it’s a thing…but we created it—it’s us.”
Greg: And when Stan Sthanunathan showed the clip of IBM’s Watson playing Jeopardy, it reminded me of Kurzweil’s book, “The Singularity is Near.” In it, Kurzweil suggests that neuroscience and computer science are rapidly converging to the point that humanity and technology will soon become indistinguishable from one another. And as you say, if we can unlock the brain science behind “understanding,” it also means we can ultimately create technology that replicates how we deduce insights. In that case, we as researchers will need to be one rung up on the corporate food chain!
Tiffany: Continuing on the brain-as-science side, Dr. A.K. Pradeep discussed memory structure and how we are hard-wired to remember stories. And, Dan Arielly spoke of behavioral economics by suggesting that “we don’t see with our eyes, we see with our brains.” All of this gave me a clearer sense that as a human race, we’re getting smarter, we’re thinking differently, and as a result, we’re collectively evolving as a species. And, turns out, not for the worse. If that’s the kind of stuff we learn about in market research, sign me up. Again.
Greg: And we’re back to where we began—connectedness. All roads do lead to Rome.
Speaking of which, I can’t remember a conference where I felt the connection and camaraderie that I did at TMRTE. In stark contrast to other events that become vehicles for self-promotion, TMRTE was more like a group of great thinkers coming together to change the world. And there’s an incredible need for that. When you’re dealing with the magnitude of progression and disruption that’s been occurring in our industry for the past five years, there are only two options. Either cower in the corner and bemoan your fate; or embrace the change and thrive on chaos.
What I saw at TMRTE was the latter—people doing remarkable work, unfettered by the template of what market research has been. With this new norm emerging, it’s incredibly energizing to play a part in it. Viva la revolution!!
Tiffany: Viva indeed! We became all too used to talking about ourselves as if we’re a bunch of bespectacled, hunched, dusty, rigid humanoids who are rarely seen and, when we are, are never without a three-inch stack of data tabs. (OK, so perhaps many of us—self-included—are indeed bespectacled). But, I have seen VERY little evidence that we’re the mole people we imagined ourselves to be. I think the term “market research” brings all of those characteristics to mind, but when you think about it – a lot of what we do is actually pretty damn sexy. Perhaps many of us are just too scarred by our geeky childhoods to believe it.
Recalling Tiffany’s (Shlain) words: “If you have a hammer in your hand, everything looks like a nail,” and “If you have a camera in your hand, everything looks like a story…” I didn’t need a camera to know the story of TMRTE…which is this:
If we want to be cutting-edge, become influential, change the game, and get others inspired…we should just go ahead and do it. Turns out I’m not alone. This event was filled to the brim with people already doing this… all under the bolded big-fonted heading of “Market Research.” Take that, naysayers.
Gradual. Subtle. Insidious. And, ultimately devastating to life as we know it. This is the picture painted by climate scientists to describe global warming. Interestingly, it is also these characteristics that make it so easily mocked by critics. In the end, scientists foretell humanity will look back on these warnings and realize the irrevocable damage that has been caused by our inattention to this threat.
While different in scope, the market research industry faces its own "global warming." And, like its climatological cousin, it too carries warnings of an impending crisis that will shake the foundation of our discipline.
What is the MR industry's "global warming"? Quite simply, it's the decline in consumer interest and participation in traditional research. Like the actual global warming problem, the initial warnings have been subtle:
Mail and phone surveys -- response rates began a long decline starting in the 1990's, which was shrugged off as a knee-jerk reaction to the dot com craze
Focus group recruiting -- it has become increasingly difficult to secure participation for in-person studies...with a commensurate increase in the average incentive required to secure their attendance
Online surveys -- A very strong decline in response rates over the past five years, coupled with decreases in data quality and difficulty of getting panelists to go "off-line" and “on-site” without paying a high premium
Hard-to-reach participants - male & high income/high education participants have become increasingly difficult to engage in traditional research. (To wit, the annual snarky comments from my doctor about being pestered to participate in long phone surveys regarding medications he prescribes to patients)
In short, as we look back on these subtle and not-so-subtle hints, we realize we have a looming problem of epic proportions on our hands.
What caused this? It would be easy to simply blame consumers for their lack of altruistic zeal for sharing their opinions. However, if we’re being honest with ourselves, we—both vendor and client side MR professionals—have ultimately created this crisis.
We've done it with our 30-minute surveys, painfully worded questionnaires and awkwardly constructed scales. We've annoyed 90% of potential respondents because we’re our obsessed with finding the proverbial needle in a haystack, i.e. the "low-incidence consumer." In short, we've made the entire experience about as much fun as a trip to the DMV.
And, arguably we threaten our industry and livelihood because we've treated respondents more like lab rats than the beautifully complex humans that they are.
We need to put a stop to it now, before the lifeblood of our profession dries up to a meaningless trickle.
To do this will require a re-visioning of our discipline. We’ll have to bring forth a truly innovative mindset toward gleaning insights amid the “noise” of consumers’ lives.
Here are five things you can start doing today to help avert this calamity:
1) Cut, cut, cut - Take out 20% of the questions you ask. Then take another 10% out of that. Odds are you are asking them "just in case" or because it would be “nice to know."
2) Get to the point - Use fewer words for each question. Think of each as a tweet—see if you can do it in 140 characters or less. Ditto for responses.
3) Take your own medicine - Put yourself in the shoes of your respondents. Take every survey you create and ask yourself, "would I want to thoughtfully respond to this?" If you find it painful to take your own survey, don't ask anyone else to take it either.
4) Get mobile…now - Let's face it. Consumers are nearly too busy to sit in front of their computers to do anything these days. As researchers, we need to get in sync with this, and use the screen they are using all the time—their smartphone. Yes, I know you can't replicate a traditional online survey on a smartphone. Guess what? That's a good thing.
5) Jump into the river - Get your organization to break out of the traditional ad hoc research paradigm. Stop focusing on large, sporadic research initiatives and begin embracing a river approach to engage consumers. Think about a series of six three-minute "research snacks" instead of two big online surveys. If you have a community, you've already begun to embrace this river approach to qual. Take the leap with your survey research too.
Some of these actions are relatively easy. Others are more challenging and will take time to implement. Just as we find ourselves instinctively recycling flip charts after a brainstorm, these behaviors will not only preserve our discipline, but help re-engineer it for the future.
Me doing my job for the greater good of the Earth. Yes, I'm feeding these flip-chart pages from a focus group straight into our office recycle bins. :-)
The 2012 Consumer Electronics Show (CES) spotlights a trend that has particular relevance for the future of marketing research. It points to a “ubiquity of connectedness” – that is, a future in which consumers are “connected” not only via their smart devices, but their televisions, home appliances, and of course, their vehicles.
What’s driving this trend, you ask?
As humans, we’ve become “connection junkies” - having grown accustomed to the convenience of accessing information, entertainment and insights at will. At the same time, we’ve begun to realize that there are situations where connecting doesn’t always make sense via our smart device. E.g., texting while driving is now heavily legislated (and I’m pretty sure the spirit of the law includes accessing apps too).
It does make sense, however, to have other immersive products that we often interface with step in. A connected refrigerator, for instance, becomes more than a kitchen appliance from where my boys grab their frozen waffles. It becomes an information hub where I can efficiently track the contents of my pantry and shopping needs, plan meals, hone my skills as a chef and watch Netflix while chopping carrots.
From this perspective, the “ubiquity of connectedness” could indicate that consumers value the act of accessing content and information more than they value the form factor of the device itself. With the emergence of these new types of interfaces, consumers will become more device-agnostic. At the same time, the content they seek will continue to create stickiness with them, i.e. I’m more attached to having Pandora in my life than having to listen to it from my iPhone.
So what does this mean for researchers?
If Wired magazine was right about people wanting the “screen to come to them,” then the new “connected consumer” will spend less time attached to their PC or smart device, and be more likely to respond with their thoughts from whatever activity they are immersed in at the moment. This points to the notion that the secret sauce is really in the app itself –even if what the “app” of tomorrow looks quite different from today.
It’s all part of how marketing research can more seamlessly become a natural part of consumers’ lives—and how we as researchers can truly “be in the moment” with them.
It’s no surprise that with smart devices changing the way we communicate, they’re also changing the way we gift-give.
This holiday shopping season, as I seek out gifts for my family, co-workers (and of course, myself!) I am drawn to gifts that may be better suited for the technophiles in my life. Beyond the cool factor though, three of them speak to the strength of the smart-device revolution that I have previously referred to.
Gift #1: Brookstone Rover App-Controlled Spy Tank ($99)
Remotely controlled by an iPad, iPhone or iPod touch, this roving videocam can travel up to 200 feet from its owner, while sending a live video feed to his or her device. Roughly the same size as a Roomba®, this app-based gadget has an infrared “night vision” camera that captures both video and still images on command.
This is just one example of how extensible smart device technology is—and will become. Today it’s a roving novelty. Tomorrow, it could be taking inventory of your pantry—from outside your home—so you know what to buy on your next shopping trip.
Gift #2: LeapFrog LeapPad ($99)
I’ve talked a lot about the “multi-touch” generation, especially at conference engagements this year, but this newly launched product really crystallizes the idea. Not only does it unlock a child’s potential, but it also acclimates the child to a touch interface at a very early age.
Both a learning and entertainment device, the LeapPad Explorer takes photos, “reads” books, and plays games--not so unlike mom or dad’s iPad, but at a fraction of the cost and in a more rugged form.
Might I add, this is a perfect way to ensure you don’t have to compete for “screen time” on your iPad while at home.
Gift #3: Bowers & Wilkins P5 Headphones ($299)
The legendary manufacturer that designed the speakers used in the famous Abbey Road Studios in London, created the P5 headphones in 2010. Marrying specially designed mylar drivers and New Zealand sheepskin earpads, these noise-isolating headphones are truly a “concert for one.” Comfortable, beautiful and well-built, they also offer full compatibility with iOS devices, so you can take calls from your iPhone and control listening volume at the same time. Beyond that, they offer the ability for customer-owners to enter a community of like-minded audiophiles who demand more from their on-the-go lifestyles.
"The light that burns twice as bright burns half as long; and you have burned so very, very brightly." - Dr. Tyrell, Blade Runner
Yesterday, we lost Steve Jobs, the Henry Ford of our generation. Yesterday, I also lost a mentor who taught me and inspired me, even though we never met.
It’s difficult to overestimate the impact of his legacy in the field of innovation and, like Henry Ford nearly a century ago, it’s almost impossible to walk through the day and not see his genius in the hands of almost anyone we meet. It’s not an exaggeration to say he’s changed our collective relationship with technology and made it a more seamless and integral part of our everyday lives.
Today, I’d like to add my voice of gratitude for five things Steve Jobs has taught me about innovation:
Seamlessly integrate…everything.
Technology is an art.
Don’t be afraid to borrow great ideas. Jobs identified with Picasso’s quote: “Good artists copy; great artists steal.”
Sweat the details.
Have faith in your vision…no matter what.
The following is an unreleased version of a “Think Different” ad narrated by Steve Jobs. It speaks eloquently to the essence of his legacy and to his place in history:
Steve, thank you for these life lessons and for the creative spirit from which they sprang. Your life is a testament to the power we all have--in our own small way—to truly change the world.
One of the most striking dichotomies of the MRMW11 conference were the two pools of participants: the Researchers and the Technologists. As I listened to their presentations and the way they talked about their efforts in the mobile research space, the old song by War, “Why Can’t We Be Friends?” came to mind.
It’s pretty clear that Researchers and Technologists see mobile research through a different lens, and, at the end of the day both camps have a lot learn from each other, here’s my take:
What Researchers can learn from Technologists:
Embrace technology faster. Some of the most telling comments I heard from the Technologists were related to their experiences in trying to partner with research firms versus end-clients. It’s pretty clear that they are finding a much more welcoming audience among end-clients and are finding research vendors to be the most reluctant and slow to embrace this technological shift.
Be nimble: The Technologists are the epitome of agility. They are willing to quickly adapt their technology to meet the shifting needs and opportunities mobile offers from a research perspective. It’s a great lesson for the Researchers to learn, since they tend to err on the side of caution and evidence.
Be aggressive: Due to the nature of venture capital and the consequence to quickly generate returns, the Technologists are aggressive about touting their capabilities and establishing a foothold with as many potential customers as possible. This “ready, fire, aim” mentality puts Researchers on the defensive with clients and creates opportunities for the Technologists.
What Technologists can learn from Researchers:
Focus on substance, not style: Often the work of the Technologists seems really cool and exciting, but sometimes it’s sizzle without the steak. As an example, let’s look at integrating geolocation into a research app. While it seems intriguing to follow respondents’ shopping patterns as they go from store to store, no one has demonstrated a compelling way of quantitatively analyzing that kind of information. So, beyond being used as a small-scale qualitative exercise, passive geolocation tracking is a clever novelty without much true research value at this point.
Think about ethics: One of the technology firms at MRMW11 demonstrated a nearly Orwell-ian vision of what a mobile research app could be. It was one that not only tracked where the consumer was, but the actual apps they were using, what sites they were visiting, and what search terms they used— all in real time. As I saw this, I was reminded of the moral of Jurassic Park:Just because you can clone a T-Rex doesn’t mean you should. To me, mobile technology offers us a similar challenge; and both Technologists and Researchers need to wrestle with the ethical implications of the research technology we create.
Emphasize insights over data collection: When it comes down to it, research isn’t really about data— it’s about insights. While mobile data collection is an exciting new frontier for research, Technologists ultimately need to figure out how to deliver more than just raw findings. The true “win” for our industry will come from the ways in which mobile technology will yield unique glimpses into the minds and lives of consumers.
With a week’s distance from the “Great Debate” on mobile research – with my colleague Michael Alioto and industry voices Lenny Murphy, Ray Poynter and Reg Baker – it’s clear to me that the two sides represent the forces of tradition and innovation in marketing research. While it’s tempting to root for one side or the other, there’s no devil or angel in this equation. The interplay of “tradition” and “innovation” in terms of creating meaningful shifts in our industry is essential.
Without the spirit of innovation, marketing research as a discipline could get so mired in tried-and-true approaches that we risk becoming irrelevant in a world where technology is fundamentally changing the way consumers prefer to communicate.
On the other hand, the spirit of innovation without discipline would leave us vulnerable to frivolous inventions that may seem flashy, but ultimately become a “flash in the pan.” The gravitas of traditional marketing research grounds us in creating purposeful innovations that will serve as the foundations of research to come.
This debate demonstrated what an important and exciting time it is to be a part of the MR industry. We're at an important inflection point, making the interplay between Tradition and Innovation more important than ever. I hope that we can collectively continue this vigorous exchange of ideas and thus cocreate the emerging new norm in marketing research.
Ray Poynter posted a response to our recent release regarding the results of a new study on the validity of smartphone research. Our own Michael Alioto responded to Ray's post.
I think this is an extremely important conversation for us as researchers to be having at this time. Mobile research is an important emerging way of engaging with consumers, and rigorously establishing both its validity and how to best utilize it is something both myself and my colleagues here at Gongos are working on very aggressively.
My colleague from General Motors, Joyce Salisbury, and I had an opportunity to speak to our peers focused on innovation in marketing research at the TDMR Conference in May.
This article captures the heart of our discussion.
After the Editor-in-Chief of GreenBook Blog Lenny Murphy visited our team at Gongos, he wanted to get a handle on our thoughts leading into IIR's Technology Driven Research Event in May. It's a great interview that touches on mobile research, social media, gaming and more. Here are a few questions Lenny posed:
What do you think are the major drivers of change in the market research space right now and how is Gongos Research planning to take advantage of those trends?
Gongos is one of the few MR firms that I know of that has a senior level role, plus the infrastructure to support them, dedicated to innovation. Why did the company choose to invest in innovation as a core strategy and why do you think the industry as a whole struggles with the concept of investing in innovation?
Thinking ahead 2-3 years, what do you think the Market Research industry will look like? What type of companies will be successful, what capabilities will be needed, and what new types of companies will be a part of what we think of as MR?
If you're interested in reading the full GreenBook post, click the image below:
