Making a Persuasive Difference Government Subunit Uses MR to Boost the Value of Public Diplomacy

A framework for Overcoming consumers’ Conjoint with deeper qual faulty memories feature phones

Making a persuasive difference Government subunit uses MR to boost the value of public diplomacy

ADVERTISING SECTION Top Customer Satisfaction & Loyalty Companies

July 2016 www.quirks.com

Quirk’s Marketing Research Review CONTENTS July 2016 • Vol. XXX No. 7 DEPARTMENTS

page 6 Click With Quirk's 46 10 In Case You Missed It...

14 Survey Monitor page 40 20 Product and Service Update 54 Top Customer Satisfaction and page Loyalty Companies 28 58 Names of Note

page 61 Research Industry News

32 64 Calendar of Events

page 65 Index of Advertisers 54 66 Before You Go… Quirk's Marketing Research Review 4662 Slater Road | Eagan, MN 55122 651-379-6200 | www.quirks.com Publisher • Steve Quirk

Illustration by Jennifer Coppersmith Design by Jennifer Illustration [email protected] | x202 Editor • Joseph Rydholm ON THE COVER [email protected] | x204 Digital Content Editor • Emily Koenig 32 Making a persuasive 50 Right on target [email protected] | x210 difference Why address-based sampling is Circulation Manager • Ralene Miller Government subunit uses MR much more than just addresses [email protected] | x201 to boost the value of public By Ashley H. Hyon and Dennis Dalbey Production Manager • James Quirk diplomacy [email protected] | x206 By Myriam Benlamlih COLUMNS Directory Sales • Ilana Benusa [email protected] | x213 12 Trade Talk TECHNIQUES V.P. Sales • Evan Tweed What’s on shoppers’ minds [email protected] | x205 36 Single goal, many methods these days? Sales • Lance Streff By Joseph Rydholm Burke Inc. helps a retailer [email protected] | x211 understand shopper motivations 24 Data Use By Michael Laux Evolving conjoint techniques to ••• moving? make sure 40 Our malleable memories quantify buyer behavior Quirk’s comes with you! What the sins of memory mean for By Seth D. Fowler Send change of address information to [email protected] marketing researchers 28 Qualitatively Speaking By James Forr and Dominique Dove Getting deeper into the why through eliciting desired thinking Download the Quirk’s iPad, iPhone 46 Working with what they have or Android app to view this issue. Feature phones no barrier to By Marta Villanueva conducting an effective conjoint An interactive downloadable PDF of this magazine is available at www. study quirks.com/pdf/201607_quirks.pdf. By Robin de Rooij and Robert Dossin

4 Quirk’s Marketing Research Review // July 2016 www.quirks.com Field Agent Goes Everywhere.

You Can, Too.

Mobile Research for Those Hard-to-Reach Places Omnishoppers take their smartphones just :HRIIHUDIXOOUDQJHRIORFDWLRQVSHFLĆFUHVHDUFK about everywhere. And where they go, we go. services, including surveys, shopalongs, in-home use tests, concept tests, mystery shops, )LHOG$JHQWWKHSLRQHHULQORFDWLRQVSHFLĆF ethnographies, and product ratings and reviews. mobile research, excels at reaching shoppers where they are, doing whatever they’re doing. So think Field Agent when you need access to Companies turn to us for in-the-moment shoppers in hard-to-reach places. insights, captured as shoppers are shopping and consumers are consuming. &KDQFHVDUHðZHèUHDOUHDG\WKHUH

ĆHOGDJHQWQHWHYHU\ZKHUH ••• online, e-newsletter CLICK WITH and blog highlights

// Noted Posts ••• online tools QuirksBlog.com Webinars on-demand at Quirks.com hroughout the year, Quirk’s partners with several research companies to pro- Chinese consumers represent Tduce MR-related Webinars. Each Webinar is also available as a recording in our an opportunity for the online multimedia archive. Haven’t been to our multimedia page in a while? We Australian wine industry currently have more than 20 Webinars that cover a wide range of topics. quirksblog.com/blog/2016/02/25 Visit quirks.com/multimedia/search-results.aspx to see all of the recorded Webinars that are available and sharpen your skills. Here are three recordings we recommend! Why employees must understand the brand promise • Strange Bedfellows: How to Leverage Both Traditional and Online quirksblog.com/blog/2016/02/11 Qualitative Research – Today, more and more researchers are finding opportunities to combine both traditional and online qual within a single project, thereby giving participants a chance for greater experience and interaction throughout Saying goodbye to Dos Equis’ the study. Isaac Rogers, CEO of 20|20 Technology, demonstrates how this use of ‘most interesting man’ both traditional and digital methods can deliver more meaningful insights. quirksblog.com/blog/2016/04/08/

• How One Beauty Industry Expert Uses Agile Research to Arrive at Winning Concepts – The beauty business is competitive, fast and innovative. Gia Calhoun, global innovation and insights manager and beauty expert, and Lisa O’Connor, director of ResearchIndustryVoices.com client services, GutCheck, discuss common pain points in the beauty industry and best practices around what types of research to conduct in order to solve for those. Is your brand facing strong headwinds? • How to Build a Successful B2B Research Strategy – What’s the right way to researchindustryvoices.com/2016/05/26/ conduct research with IT decision-makers, VPs of sales at Fortune 500 companies or heads of HR? What is the best approach to sourcing and surveying these unique Summer-speciﬁ c mobile groups? SSI’s Vice President of Audiences Jared Schiers and Director of Sales Rob marketing strategies Rocco present a one-hour Webinar on mastering B2B research. researchindustryvoices.com/2016/05/25/

For more information about working with Quirk’s to produce or market a Webinar, The impact of survey design on contact Evan Tweed at [email protected] or Lance respondent honesty Streff at [email protected]. researchindustryvoices.com/2016/05/18/

// E-newsworthy ResearchCareersBlog.com Business manners? Putting your best foot forward When simple insight tools are researchcareersblog.com/2016/05/23/ more effective than big data quirks.com/articles/2016/20160526-1.aspx Three words that can spell career disaster In defense of focus groups researchcareersblog.com/2016/05/12/ quirks.com/articles/2016/20160525-2.aspx Innovation and creativity: Creating a community-driven Using layered approaches for better qualitative research organization quirks.com/articles/2016/20160525-1.aspx researchcareersblog.com/2016/04/26/

6 Quirk’s Marketing Research Review // July 2016 www.quirks.com A McMILLION COMPANY The Premier Online Consumer Panel

Behind every project is the power of MindField technology and 35 years of market research experience.

Mobile Optimized, Online Programming with Beacon by Decipher t Software/Panel Integration for Superior Sample Management t IQD Electronic Countermeasures for Realtime Data Quality Assurance t Social and Mobile Enhanced Panel Engagement for Superior Performance

mindfieldonline.com/client Panel Members Verified By 800-969-9235 [email protected] www.clearseasresearch.com

TRUST IN RESEARCH

Strategic, full-service market research solutions focused on measuring... • BRAND POSITION attitudes, awareness, usage, image • PRODUCT DEVELOPMENT concept testing, product needs identiﬁ cation, nomenclature, pricing, marketing

To know what we know, please contact us at 248-786-1683 or [email protected]

BUSINESS-TO-BUSINESS & CONSUMER INDUSTRY EXPERTISE • BUILDING ENVELOPE • FOOD & BEVERAGE • ARCHITECTURE • GAMING • PLUMBING • MANUFACTURING • HVAC • PACKAGING • ENGINEERING • SECURITY • ROOFING • DISTRIBUTION/LOGISTICS

CENTRAL LOCATION TESTING | EXECUTIVE INTERVIEWS | FOCUS GROUPS | SURVEYS | DATA SCRAPING *TCPA compliant MULTIMODAL DATA COLLECTION CAPABILITIES: IN-PERSON, INTERNET, MAIL, MOBILE, TELEPHONE* In Case You Missed It news and notes on marketing and research

••• CPG research Ethical halo for premium private-label products s reported by RetailWire’s Tom Ryan, a study has found that lower-tier ••• promotions research Aprivate-label brands don’t benefit from ethical positioning in the form of a consumer’s willingness to pay more. Prize is biggest Indeed, such a strategy can backfire against economy brands. draw for contest The study, from Concordia University in entrants Montreal and pub- survey by Spain-based social me- lished in the Journal of Adia promotions firm Easypromos Retailing, found that, on the role of prizes in converting for premium pri- visitors to participants in a promo- vate-label brands tion such as a sweepstakes, photo as well as national contest, quiz or trivia contest found brands, consumers that, not surprisingly, the prize was expect to pay more the biggest lure. for products with Of respondents surveyed across ethical attributes, Europe and the U.S., nearly half (48 including claims of percent) said the prize was the most being environmental- important element in participation; ly-friendly, sustainably- 45 percent said it is a major deciding sourced or fair-trade. factor. An earlier Nielsen study Eighty-two percent of respon- found that 66 percent of global dents said that liking the prize was respondents said they were willing more important than the brand of to pay more for products and services the prize, with 18 percent saying the from companies that are committed to positive social and environmental impact. brand would drive participation. But the Concordia University study found store brands with a lower price point A quarter said they would be more did not benefit from the presence of ethical attributes aimed at enhancing social likely to engage in a promotion that welfare or environmental protection. awards prizes that can be shared A higher price point signals a standard or premium-quality tier positioning with others, while 29 percent of re- that is further strengthened by benefits associated with the ethical attribute (for spondents said their preferred prizes example, a healthier product). These sorts of positive evaluations don’t extend were tickets and experiences like to low-priced store brands because ethical attributes aren’t seen as contribut- trips or dinners. ing to the economic benefit that comes from purchasing them, said Onur Bodur, Seventeen percent of consumers Concordia marketing professor and the listed technology gadgets as the most study’s lead author. In fact, the reverse compelling prize, with other prizes is true: When ethical attributes are like health and beauty-related items eliminated from economy store brands, enticing 11 percent of respondents to their perceived value increases. participate. quirks.com/articles/2016/20160701.aspx

10 Quirk’s Marketing Research Review // July 2016 www.quirks.com

Trade Talk By Joseph Rydholm, Quirk’s Editor

What’s on shoppers’ minds these days?

n conjunction with this issue’s with Dawn; and best new gluten-free focus on shopper insights, it seemed product: Ronzoni Gluten Free Pasta. I www.clarepix.com Pix Photography ©Clare like an apropos time for a quick look In case you were wondering, the Joe Rydholm can be reached at some of the findings from a study award for best new Mexican meal at [email protected] of American shoppers that was con- starter went to Old El Paso Mini Soft ducted as part of the Better Homes and Tortilla Taco Boats; Bonne O Sparkling Gardens Best New Product Awards. Beverage System took home the prize in foods that are not all that healthy are The winning products for 2016 were its nearly eponymous subcategory. sometimes worth it anyway. determined by the more than 38,000 Along with determining the win- Cooking at home: Sixty-nine percent consumers who participated in a na- ning products, the BrandSpark/BHG of American shoppers say they enjoy tionwide survey conducted by research American Shopper Study also offers cooking. An even greater proportion, 77 firm BrandSpark International in part- an annual peek into the minds of percent, says they try to prepare food at nership with Better Homes and Gardens. American shoppers. Some highlights home as often as they can, driven by en- They picked 74 winning products in the from this year’s survey are: joyment and financial motives. Shoppers categories of: beauty; food and bever- New product interest: Seventy-five love products that offer great taste and age; health and personal care; house- percent of consumers like trying new convenience at a good value. hold; and kids. The full list of winning products. Seventy percent of shoppers Over-the-counter health: Price is products can be found at BHG.com/ say they will pay a little more for a new not always the main purchase driver in bestnewproductawards. product that appears to be better than OTC. Sixty-six percent agree that they I always get a kick out of how, shall what was previously available. will often spend a lot more for health we say, specific some of the subcatego- Brand loyalty and shopping hab- products they know work. “Natural” ries are. For example, for every expect- its: Product innovation is as important resonates with health product shop- edly mundane subcategory like best as ever to capture shopper attention, as pers, with 53 percent saying they opt new yogurt or best new cat food you 44 percent say they are less brand loyal for natural products so long as they also occasionally get things like “best than they were a few years previously. don’t compromise on efficacy. new Mexican meal starter” or “best Deals continue to drive trial, with 50 Household care: Household care new sparkling beverage system.” percent reporting they use coupons products are rarely an impulse buy. Sample winners include: best new from coupon circulars “most weeks” Just 21 percent say they often make dessert – Breyers Gelato Indulgences; and 26 percent now using a coupon app impulse purchases in the segment. Yet best new yogurt – Chobani Greek Yogurt on their smartphone, often in addition household shoppers are looking for Oats; best new paper towel – Bounty to print coupons. new things: sixty-one percent look for Food and health: While seven in 10 products that are more environmentally- Americans are making some changes in friendly; 51 percent are interested in order to live healthier, 67 percent are “natural” cleaners; and 72 percent skeptical of the health claims they see appreciate multipurpose household on products. Although health is impor- care products that are perceived to add quirks.com/articles/2016/20160702.aspx tant, 63 percent agree that indulgent convenience and value.

12 Quirk’s Marketing Research Review // July 2016 www.quirks.com no bull.

Honest recruiting is one reason why clients come back to Fieldwork. We work our in-house data base hard to find the people you want to talk to, while screening out those you don’t. And there’s no sugar-coating our daily progress reports. We tell it like it is. Even when it hurts. So we can make the fine tunings that keep things on target. We believe that honesty is the soul of good research— which is why we subscribe to MRA ethics standards. We’re confident you feel the same. www.ﬁeldwork.com 1.800.863.4353

ATLANTA BOSTON CHICAGO-DOWNTOWN CHICAGO-NORTH CHICAGO-O’HARE CHICAGO-SCHAUMBURG DALLAS

DENVER FORT LEE, NJ LA-ORANGE COUNTY MINNEAPOLIS NEW YORK-WESTCHESTER PHOENIX

SAN FRANCISCO SEATTLE-KIRKLAND SEATTLE-DOWNTOWN GLOBAL PROJECT MANAGEMENT ••• a digest of survey ﬁ ndings and new tools IN FOCUS for researchers // Survey Monitor

used them. These findings appear to suggest an expanded consciousness on what health and healing mean to Americans – not just prescrip- tion medicine and doctors but also having greater access to techniques that have been used for centuries to make people better. “Though alternative treatments often predate modern medicine, consumer interest in these treatments today is bolstered by two important consumer trends: finding affordable care in a high-deductible world and seeking natural approaches to pain and disease management,” says Jennifer Colamonico, vice president of Nielsen Healthcare. “As these trends are likely to continue for some time, we anticipate more consumers will consider and try alternative treatments as well as ••• health care research other types of self-care to achieve health and wellness goals.” Americans open to alternative Overall, about seven in 10 Americans (71 percent) have used treatments some kind of alternative therapy before. Over one-third state they have Believe insurance should cover them used herbal medicines (37 percent) or chiropractic care (34 percent). For or many, the term “health care” embrace these alternative therapies Matures (those aged 70+), chiroprac- Flikely leads to visions of doctors and to use them more widely. In fact, tic care is the predominant type of and prescriptions. But for some it one in four Millennials (25 percent) alternative therapy used, with nearly can mean so much more. Alternative are using alternative therapies more half having ever used it (45 percent). treatments – also known as non-con- than conventional options, compared Herbal medicines appeal much more ventional or naturopathic therapies, to just 5 percent of Matures. to a younger audience, with 40 per- which include things like chiroprac- However, regardless of age, cent of those under 50 having used it. tic care, massage therapy and herbal Americans are keeping an open mind Usage of alternative therapies is remedies – are used in place of or in when it comes to less-conventional higher among those who don’t have addition to conventional therapies. options. Two in three Americans insurance: Nearly half of uninsured Overall, according to a Harris Poll, view alternative therapies as safe (69 Americans (48 percent) use alterna- younger people are more willing to percent) and effective (63 percent) tive therapies as often as or more and half think they are reliable (50 than conventional treatments. percent). Even more strikingly, ma- When it comes to how likely jorities think some alternative treat- Americans are to use alternative op- ments, like chiropractic and mas- tions for various conditions, a major- sage therapy, should be covered by ity of all adults (64 percent) are likely quirks.com/articles/2016/20160703.aspx insurance – more than actually have to use these options to treat physical

14 Quirk’s Marketing Research Review // July 2016 www.quirks.com “The reports of my GHDWKDUHJUHDWO\ exaggerated.”

And we’re on top of it. &RPSOLDQW« with all TCPA & FCC cell phone rules. ,QWHOOLJHQW«projects handled by experienced researchers, not ‘project managers’. ,QGHSHQGHQW« not owned by a conglomerate or one of your competitors. 7UXVWHGfor over 40 years. 1HYHU2XWVRXUFHG«100% Stateside. ,+5 UHVHDUFKJURXS dĞůĞƉŚŽŶĞĂƚĂŽůůĞĐƚŝŽŶ DŝǆĞĚͲDŽĚĞ KŶůŝŶĞ ϴϬϬͲϮϱϰͲϬϬϳϲǁǁǁ͘/,ZͲƌĞƐĞĂƌĐŚ͘ĐŽŵ IN FOCUS // Survey Monitor pain and Millennials and Gen Xers assistance from actual people rather are particularly likely to consider than from online tellers. “Today’s cus- such alternatives for things like ad- tomers now apply the same ‘on-demand’ diction (60 percent and 57 percent, requirements to banking that they do respectively) and mental health (57 to retail, travel and other industries,” percent each) as well. says Gary Ambrosino, CEO of TimeTrade. What should be covered by insur- “At the same time, the data tell us that ance? Majorities believe chiropractic people still want a face-to-face experi- (67 percent) and massage therapy (53 ence when making big financial commit- percent) should be covered. Nearly ments – not strictly automated online half say the same of acupuncture (48 services – and they expect these services percent), including about six in 10 ••• ﬁ nancial services with minimal wait-time.” Matures (61 percent). For the rest of Other findings of the report include: the alternative therapies presented, Consumers want Consumers still want to meet a less than one-third think each should bank specialist in person at the bank: be covered by insurance: herbs/herbal face time for big When asked how they would like to medicines (30 percent); electrother- interact with their financial institu- apy (23 percent); hypnotherapy (19 ﬁ nancial events tion, 57 percent admit they would like percent); reflexology (16 percent); to interact with their bank in-person meditation (15 percent); aromathera- Hey banker, let’s talk at the branch. py (13 percent); cupping (11 percent) Consumers are visiting their branch- and reiki (9 percent). oday’s “on-demand” consumers want es: 43 percent of respondents report In this political season, it is in- Tpersonalized attention from their visiting their bank branch more than 10 teresting to note that Independents banks and strongly prefer in-person as- times a year, with the average consumer are more likely to use alternative sistance when making major purchasing reporting they visited their bank branch therapies as often as conventional decisions such as first-home mortgages, more than six times per year. therapies (23 percent vs. 13 percent according to research from TimeTrade, When visiting their bank, 78 per- Republican) and are specifically a Boston firm providing appointment- cent said one of the reasons they came more likely than their Republican centric customer experience services. to the bank was because they required counterparts to use things like TimeTrade’s State of Retail Banking assistance from a specialist. Also, meditation (24 percent vs. 13 percent 2016: Consumer Survey found that when visiting their bank, 64 percent Republicans), massage therapy (34 younger demographics especially value of consumers are willing to wait less percent vs. 26 percent Republicans) the chance to visit an actual branch. than 10 minutes to be helped. Forty-six and herbal medicines (41 percent vs. These younger bank customers strongly percent of respondents indicated they 33 percent Republicans). desire in-person discussions about first- would like their bank to offer the abil- This Harris Poll was conducted online, home and other purchases, the research ity to pre-book appointments. in English, within the United States between shows, with Gen Z (20 and under) and Convenient location and person- December 9 and 14, 2015 among 2,252 Millennial consumers emerging as the alized service are the factors most adults. Figures for age, sex, race/ethnicity, groups that are most willing to visit a important to respondents when they education, region and household income bank branch when seeking important visit their branch. were weighted where necessary to bring banking advice. Despite some industry buzz, con- them into line with their actual proportions To better understand bank cus- sumers are, for the most part, uncar- in the population. Propensity score weight- tomers’ current mind-set, TimeTrade ing about whether a bank branch has ing was also used to adjust for respondents’ conducted a survey of 2,064 consumers, a café-style environment and report propensity to be online. asking in-depth questions regarding it has no influence on their decision Respondents for this survey were se- their perceptions and behaviors around of where they bank. lected from among those who have agreed to their customer experience in banking. Consumers are not ready for fully participate in Harris Poll surveys. The data Results reveal that nearly half of con- automated branches: When banking have been weighted to reflect the composi- sumers are looking to visit the branch, consumers were asked how they felt tion of the adult population. Because the especially when they have important about experimental bank branches sample is based on those who agreed to par- banking questions. that have no tellers and offer only au- ticipate in our panel, no estimates of theo- Consumers also expressed appre- tomated transactions, more than half retical sampling error can be calculated. hension about banking automation, would still like the option of being overwhelmingly opting to get banking able to talk to a teller.

16 Quirk’s Marketing Research Review // July 2016 www.quirks.com Survey Monitor // IN FOCUS

The survey suggests that banking world – whether it’s helping people with targeted, relevant tech services and customers prefer a high-value, in-person Alzheimer’s and people with low vision products,” says Shapiro. “And as more interaction. This gives banks a prime op- identify their loved ones through voice consumer technologies include inno- portunity for cross-selling products and and facial recognition, or providing vations to improve accessibility and services – especially compelling in light stronger, more individualized personal convenience, our industry is committed of consumers’ admission that insurance security,” says Gary Shapiro, presi- to strong consumer data privacy protec- and wealth management are services dent and CEO, Consumer Technology tions and transparency. Innovation and they use least with their bank. Association. “We are seeing a shift in strong consumer privacy can and do “In banking, personalization equals consumer perception of biometrics that co-exist.” trust and smart banks are position- demonstrates an understanding of the In 2015, CTA unveiled its Guiding ing themselves to build trust – and get benefits – such as streamlined security Principles on the Privacy and Security of more business – by personalizing their and personalized services – this technol- Personal Wellness Data, a set of volun- customers’ banking experiences,” said ogy offers. And as consumers become tary privacy guidelines for private sector Ambrosino. “The power is now with more familiar with the benefits of firms that handle personal wellness data consumers and today’s on-demand biometrics tech, that favorable percep- – the data often generated by wearable customers have expressed their views tion will only grow. The industry has an technologies. very clearly: they want banks to deliver enormous opportunity here.” personalized attention.” The survey captures consumers’ perception levels with different biometrics uses and settings and also gauges their levels of trust in organizations likely to manage biometric information. Findings from the survey include: Consumer awareness and adoption: Although fewer than half of U.S. adults have adopted or used any biometric technology, digital fingerprint- ing (29 percent) and voice recognition (13 percent) are the most widely used ••• ﬁ nancial services technologies. Consumers are most ••• technology research familiar with biometrics commonly Investors portrayed in the media – such as DNA Consumers analysis – and biometrics they have prefer blended seen in the market, such as finger- comfortable with print readers on smartphones. management style Consumer comfort levels: More biometric sensors than half of U.S. adults are either very An active-passive mix comfortable or comfortable with the use See medical, other beneﬁ ts of biometrics in locations commonly esults from a recent wave of believed to already have a high degree RStreetWise, E*TRADE Financial s the number of consumer technol- of security screening – airports and Corporations’s quarterly tracking study Aogy products with biometric sensors national borders – and places perceived of experienced investors indicate that grows, a majority (62 percent) of U.S. to lack safety such as high crime areas while passive management is more adults who have used biometric technol- and public schools. Also, almost half popular among retail investors than ogy are comfortable with it, according to of consumers are comfortable using active management, for the majority of research from the Consumer Technology biometric technologies at home and/or investors, the debate between the two is Association (CTA). The report, Biometric the workplace. irrelevant, as they prefer a combination. Technologies: Understanding Consumer Consumer trust levels: Organizations When asked to choose from three Sentiments, also finds that nearly two- that consumers view as traditionally portfolio designs, 8 percent chose a thirds of all consumers support biomet- handling sensitive information or those higher-cost, purely active approach that ric technologies for altruistic purposes that serve important life functions such aims to beat the market; 31 percent chose in medical research (58 percent) and as hospitals and banks earn the highest a low-cost, purely passive approach that assistive technology (67 percent). trust level (64 percent). aims to follow the market; and 61 per- “Biometric sensors are changing the “Consumers increasingly demand cent chose a moderately-priced approach www.quirks.com July 2016 // Quirk’s Marketing Research Review 17 IN FOCUS // Survey Monitor

that uses passive management to track This wave of the survey was conducted dients/straight from nature/whole broader, more efficient segments of the from April 1-8, 2016, among an online U.S. foods” at 19 percent, “no artificial market, while leveraging active manage- sample of 907 self-directed active investors ingredients or flavors” at 17 percent, ment that aims to seek outperformance who manage at least $10,000 in an online “no chemicals/hormones/pesticides/ in narrower and less liquid segments of brokerage account. The survey has a margin antibiotics” at 14 percent and “no the market. of error of ±3.25 percent at the 95 percent processing” at 11 percent. “As the world of investing vehicles confidence level. It was fielded and adminis- Greenwald & Associates conducted continues to expand, retail investors tered by Research Now. The panel is broken the IFIC survey of 1,003 Americans aged are seeking the best of both worlds into thirds of active (trade more than once a 18 to 80 from March 17-24. in weighing passive against active week), swing (trade less than once a week but In responding to the survey, 37 per- management,” says Lena Haas, SVP more than once a month) and passive (trade cent of Americans said they were try- of retirement, investing and savings less than once a month). The panel is 65 ing to limit or avoid packaged foods. at E*TRADE Financial. “And while percent male and 35 percent female with an The top three reasons for doing so the findings support what many say even distribution across online brokerages, were: artificial ingredients or preser- about the rise of passive over active geographic regions and age bands. vatives; extra sugar, fat and salt; and strategies, they also uncover a deeper a belief that packaged foods are not reality: It’s not about simply choos- healthy. Forty-seven percent said they ing between the two philosophies but look at the ingredient lists on foods or thinking tactically about how best to beverage packages when deciding what combine them.” to purchase, which was up from 40 Haas says the following factors can percent in 2015. play a role in why investors would When asked how they defined a gravitate toward a portfolio with both healthy food, 35 percent said “does not active and passive management: contain” (or has low levels of) cer- To stay ahead of the class: When tain components (fat, sugar, calories, considering active versus passive sodium, etc.). Coming in second and management, neither is necessar- third, respectively, were “good for ily the best fit for every asset class. ••• nutrition research you” (18 percent) and “contains certain Many investors feel passive strate- foods/components” (17 percent). gies work better for more efficient Deﬁ ning ‘natural’ In the IFIC survey, differences and broad asset classes like domestic were found in aided questions versus large-cap, while active managers and ‘healthy’ food unaided questions. In aided questions, may be able to add value for less participants were given a list of items liquid and narrow categories like Absence – or presence – of to choose as answers. Unaided ques- international small-cap. ingredients tions were open-ended and partici- To factor in fees: Many investors pants were not given a list. feel it’s wise to understand when it he Food and Drug Administration When asked how they defined a makes sense to pay for active manage- T(FDA) has asked for public com- healthy eating style in an aided ques- ment and when sticking to lower-cost ment on such questions as whether tion, 51 percent listed the right mix of passively-managed vehicles such as it is appropriate to define the term different foods among their top three ETFs and index funds is more appro- “natural,” if so, how the agency choices. Another 41 percent listed priate. As hybrid portfolios evolve, should define it and how the agency limited or no artificial ingredients or many investors are developing a better should determine appropriate use of preservatives among their top three understanding of what may or may the term on food labels. (The com- choices and 37 percent said natural not be worth a potentially higher fee. ment period ended May 10.) When foods. When people responded to un- To capitalize on customization: asked what the term “natural” means aided questions the percentages were Combining active with passive man- when applied to food, 29 percent of 21 percent for the right mix of differ- agement in one portfolio creates a respondents in a consumer survey by ent foods, 2 percent for limited or no larger world of possible solutions than the International Food Information artificial ingredients or preservatives, focusing on one versus the other. The Council Foundation (IFIC) said no and 3 percent for natural foods. hybrid approach may better enable in- preservatives or additives, as reported The trend held true for non-bioengi- vestors to build portfolios that closely by Jeff Gelski of FoodBusinessNews. neered/non-G.M.O. foods. When asked align with their individual goals, risk Other top answers to the open- to define a healthy eating style in an tolerances and time horizons. ended question were “natural ingre- aided question, 16 percent listed non-

18 Quirk’s Marketing Research Review // July 2016 www.quirks.com Survey Monitor // IN FOCUS

G.M.O. among their top three choices were trying to consume more protein. Americans could have more but the percentage was less than 1 In keeping with the natural trend, the knowledge of vitamins. While 83 percent in the unaided question. IFIC survey for the first time included percent said they viewed vitamin C When asked their overall impres- natural flavors (41 percent) and natural as healthy, only 21 percent said they sion of using biotechnology to produce colors (31 percent) in this question. viewed ascorbic acid (another name food, 26 percent said they had neither Within the protein category, for vitamin C) as healthy. a favorable nor unfavorable view, 12 percent said they considered The number of Americans who said 25 percent said they did not know animal protein more healthful this their food and beverage purchasing enough about it to form an opinion, year than they did last year and 15 decisions were impacted by sustainabil- 16 percent said somewhat favorable, percent said they considered it less ity increased to 41 percent in 2016 from 14 percent said not very favorable, 13 healthful. For protein from plant 35 percent in 2015. Only 38 percent said percent said not at all favorable and 6 sources, 21 percent said they consid- they would be willing to pay more for percent said very favorable. ered it more healthful this year than food produced sustainably, however. Protein stood out in this year’s sur- they did last year and 8 percent said Seventy-three percent said they vey as 64 percent of Americans reported they considered it less healthful. think it is important that food products they were trying to consume more of The media were a top source that be made in a sustainable way. Within the nutrient, up from 54 percent last caused a less healthful view of enriched that 73 percent, 44 percent considered year. Protein replaced fiber (60 percent grains, saturated fat, added sugars and conserving natural habitat as an im- this year) and whole grains (59 percent low-calorie sweeteners, according to the portant aspect of sustainability, which this year) as the top item consum- IFIC survey. Media headlines also led to was followed by reducing the amount ers were trying to consume more people having a more healthful opinion of pesticides used to produce food (43 of. Women and people with higher of whole grains, protein from plant percent) and ensuring an affordable incomes were more likely to say they sources and natural sugars. food supply (37 percent).

VIDEO SERVICES FOR THE MARKET RESEARCH INDUSTRY

WE SHOOT WHERE YOU GO!

• Experience in 23 foreign markets • We handle the logistics • Translation & multilingual recording • Live streaming from any location • Focus groups, ethnos, clinics

We make it easy to get quality footage wherever your client takes you.

1515 SOUTER BLVD. TROY, MI 48083 | (248).583.3630 | WWW.MIDWESTVIDEO.COM www.quirks.com July 2016 // Quirk’s Marketing Research Review 19 IN FOCUS helps businesses retain employees and customers longer, while growing ••• research software Product and revenue faster. www.maritzcx.com Dapresy Pro Service Update Version 10 ••• online research available Online MR Offering a templates library ••• customer experience crowdfunding weden-based data visualiza- Maritz expands platform launches Stion software firm Dapresy has launched Dapresy Pro Version 10 for CultureNext Share research insights and market research firms and market- costs ing departments, featuring several engagement enhancements. Dapresy Pro provides hicago-based start-up Collaborata enterprises with tools to visually platform Claunched in beta in May. The online communicate actionable KPIs to each platform enables research clients to stakeholder in unique views. These can Optimizing employee and connect to shape projects and share be customized for different categories customer connections research insights and costs. Clients post of decision makers to maximize action- projects they want executed to the site able outcomes. Dapresy Pro Version 10 aritzCX, a Salt Lake City cus- and other clients help shape the proj- offers a templates library that saves Mtomer experience software ects through their comments. Research time building and designing dash- and services company, and Maritz suppliers, who are rated on the site by boards and allows users to create their Motivation Solutions, a St. Louis- clients, bid on projects using a specially own custom templates. In addition, based employee recognition firm, designed wizard. Once a vendor is the Instant Infographics capability have formed a partnership that joins selected, a funding goal is established provides access to thousands of icons the MaritzCX platform with Maritz’s together with a timeline and co-fund- and shapes that can be directly tied to CultureNext engagement platform ing begins. Research suppliers can team data with animations and action alerts to offer an integrated solution to directly with a client to pitch a study to provide a better understanding of optimize the employee and customer to other clients or leverage Collaborata how and what to act upon. connection and its positive impact on to market their own multi-client dapresy.com the customer experience. The newly project. Co-founder Jimmy Zollo was integrated solution allows for custom- most recently at Chicago tech start-up er feedback gathered in the MaritzCX GrubHub and co-founded Collaborata ••• the business of platform to be turned into perfor- with his father Peter Zollo, founder mance data for employees supported and former CEO of TRU, a youth re- research by recognition and rewards that are search and insights firm acquired by managed within the CultureNext WPP and Kantar in 2012. New Research platform. By combining the two SaaS www.collaborata.com platforms, companies can enhance Speakers Club visibility, information and action at each customer touchpoint with em- debuts ployees in each department, creating a continuous improvement cycle that A forum to develop speaking skills

new forum to grow the speaker Atalent in the marketing research industry has launched in Toronto, London and Chennai, India. The New quirks.com/articles/2016/20160704.aspx Research Speakers Club, founded by

20 Quirk’s Marketing Research Review // July 2016 www.quirks.com Annie Pettit, will give researchers, where visual impact for participants is statisticians, data scientists, data ••• shopper insights important, high engagement is a chal- visualization experts and others lenge or critical or where the project from related professions a forum to New platform for involves idea generation/co-creation. develop their speaking skills. The The Wall is available for demonstra- club is aimed at helping those who ongoing retail tion at Schlesinger’s current series of have limited speaking experience and Research Technology Days. those who have never spoken at a optimization www.schlesingerassociates.com major conference before. The London chapter is chaired by Betty Adamou, Brands compete for at- n Chicago-based firm Doyle Research founder of Research Through Gaming, shelf decisions Associates has released More Profit, and the Chennai chapter is chaired Longer Life: How Qualitative Research by Pravin Shekar, president of KREA. tate College, Pa., in-store behavior Optimizes the Product Lifecycle, a nine- Pettit serves as the chair of the Sanalytics firm VideoMining Corp. page e-book that can be downloaded Toronto chapter. Chapters meet regu- has released its new Brand Strength for free from the firm’s Web site. larly for about one hour every two to Tracking and Decision Analytics doyleresearch.com three months and offer attendees the Solution. The latest offering lever- opportunity to speak about a research ages the firm’s ShopperFirst platform n Nielsen, New York, has launched topic of their choice. The club is on- and reveals where buying decisions its enhanced offering, Total Channel line at http://newrst.wordpress.com. are being made and how the deci- Solution, allowing Nielsen clients to sion process differs for every brand, unify all data sets they have access to category or shopper segment. The from any data, proprietary or third- ••• telephone research solution derives insights from mil- party, across multiple platforms to lions of shopping trips per month to achieve a total channel view of their SSI offers provide measures of: how reliant a business performance. The solution brand is on at-shelf decisions; how enables coverage of all channels, cellular phone a brand competes in at-shelf deci- including measurement of specialty sions; and how a brand’s decision stores, e-commerce, mass outlets database mix differs across demographic seg- and department stores. It will also ments. Brand Strength Tracking and provide a perspective of performance Geographic and At-Shelf Decision Analytics collects drivers, leveraging and integrating demographic variables and analyzes big data on in-store Nielsen content while augmenting behavior and shopper characteris- data through models, comparisons helton, Conn., firm SSI has tics. It provides tracking of KPIs to and forecasts. This launch leverages Slaunched SSI Smart Cell Sample, improve strategic and tactical plan- an alliance with big data discovery a comprehensive cellular phone data- ning across a range of marketing and and data sharing solutions provider base with targetable geographic and merchandising functions, enabling: 1010data, utilizing its integration demographic variables that provides ongoing monitoring brand stability platform to bridge Nielsen’s data sets, efficiencies in targeting participants and at-shelf win rate; benchmark- data science expertise and 1010data’s and conducting survey research by ing performance and evolution of big data engine to enable manufactur- phone. Available in the United States, best practices; tracking comparative ers and retailers to bring together all Smart Cell Sample is based on con- brand performance relative to overall of the data they need to track, and firmed data from wireless service pro- category performance; and analysis of ultimately grow, their business. viders linking phone numbers with performance by specific shopper seg- www.nielsen.com owners’ addresses. Including more ments (demographic and trip type). than 480 million telephone numbers, www.videomining.com n MaritzCX, a Salt Lake City customer Smart Cell Sample is verifiable and experience software and services updated regularly. Approximately 80 company, has introduced two new percent of working RDD cell numbers ••• Briefly capabilities in its customer experience match to low-level geographic data, n Iselin, N.J., research firm product offerings, PredictionCX and while up to 60 percent have a full Schlesinger Associates has launched SocialCX, to help businesses broaden suite of demographic data appended, The Wall by Schlesinger, a dynamic, their understanding and response to including age, gender, name, ethnici- multi-window, interactive wall for customers. PredictionCX provides capa- ty, income, occupation and education. free-form or structured display of bilities to help businesses grow by ana- www.surveysampling.com variety of study stimuli or as a central lyzing known customer information repository of information from which and applying it to predict customer insights can be actioned. The Wall is loyalty. MaritzCX is partnering with available in Schlesinger’s key markets PurePredictive, a technology provider of New York City, Chicago and Los with technology that uses artificial in- Angeles. It is designed for projects telligence to automate machine learn- www.quirks.com July 2016 // Quirk’s Marketing Research Review 21 ing, to deliver part of the PredictiveCX and leverage its research capabilities panelists have arrived at a given solution. MaritzCX will then use its to ensure the accuracy, responsive- retail outlet or other location that’s platform and services teams for the ness and representativeness of Google relevant to a survey. The survey can remaining analytics and reporting. Consumer Surveys panels. Using a then be completed on the spot, before PredictiveCX will be integrated into systemic research validation program, respondents have finished shopping MaritzCX dashboards and case manage- Kantar becomes an early access sup- or shortly after they’ve left, while the ment to provide a customer recovery port to Google Consumer Surveys as experience is fresh in mind. system through a closed-loop process. they expand into new markets. In mfour.com PredictiveCX is currently being of- 2016 Kantar will be providing valida- fered through a limited, early-adopter tion services for Google Consumer n In the latest development in their program. SocialCX is an offering that Surveys as they deploy new mobile strategic alliance, Kantar Media, helps customer experience profession- app services in Asia and Europe. London, and comScore, Reston, Va., als manage and increase reviews on Kantar’s digital data collection enter- will launch a series of cross-platform social media at the local/branch level. prise, Warren, N.J., firm Lightspeed solutions in Latin America. TGI www.maritzcx.com GMI, launched a joint service with Clickstream, which is already avail- Google Consumer Surveys in 2014. able in the U.K., France and Turkey, n In New York, marketing technol- www.kantar.com will launch in Brazil later this year, ogy firm Experian Marketing Services enhancing clients’ consumer targeting has introduced the Audience Engine, n In Sydney, researcher Lightspeed and digital media planning capabilities. an audience management platform GMI has expanded its Re-Track ca- Subsequent launches in 2017 include that links and matches data across pabilities to the Asia-Pacific region. Colombia, Argentina, Peru and Chile. the marketing ecosystem in a unified, Initially launched across Europe, Re- The service will combine TGI survey automated platform for targeting, ex- Track is a process to test, optimize and data from Kantar Media and MMX digi- ecution and measurement of address- redesign tracking services to commu- tal measurement data from comScore. able advertising campaigns. Audience nicate with mobile audiences. It offers www.kantarmedia.com/us Engine provides users with a single a full-scale design review of existing platform to create, understand and trackers and planning services for n Morganville, N.J., research technol- activate their addressable advertis- new trackers that includes sampling, ogy labs provider Interactive Video ing campaigns leveraging a combina- fieldwork plan, question format and Productions (IVP), with support from tion of first-, second- and third-party design. The firm has also unveiled the HCD Research, has introduced a Neuro data sources. For TV advertisers, this QuickTurn Insights and Fast Track Omnibus for Video Testing, which al- includes linear, addressable and over- Service solutions in APAC. QuickTurn lows companies to receive information the-top audiences, such as connected Insights provides access to insights relating to the subconscious response TV. Users of the platform can reach 85 from consumers and offers 15 ques- of consumers to Web or broadcast percent of the entire U.S. population tions, 500 respondents, one open-end video. It is designed to be integrated with addressable advertising cam- question, an incidence rate greater into traditional research, providing paigns and advertisers can reach 100 than 65 percent and five media/digi- snapshots of data to help market- percent of the household-level address- tal files, with results delivered in 48 ers identify content that contributes able TV operators in the United States. hours. Fast Track, the firm’s acceler- to the desired attention, arousal www.experian.com/marketing-services ated survey service, enables online and emotions throughout the video. surveys to be created within hours of Researchers obtain metrics includ- n Stockholm-based research tech- submitting the final survey questions. ing an indication of the impact of the nology firm Cint has launched Cint With access to pre-profiled respon- first six seconds of their tested ad and Connect, a real-time insights tool dents, clients receive their survey animated graphs exhibiting where that offers a self-serve ecosystem for within 48 hours of submitting their and when responses varied through- audience and ad effectiveness mea- final questionnaire. out the video. Consultation with staff surement. The global cross-panel, www.lightspeedgmi.com from HCD Research explaining the cross-device insight exchange enables results will help to provide additional panel partners to generate higher rev- n Irvine, Calif., firm MFour Mobile understanding of the data. The range enue on their communities as well as Research has developed a new pipeline of target audiences will include: gather additional profiling data in an to push surveys to consumers based on Millennials, Boomers, Gen X, new car automated and cost-effective way by the smartphone apps they use. Rather buyers, mothers of young children and offering their members the ability to than asking panel members which online shoppers. participate in advertising research. apps they use, MFour’s app target- www.interactivevideo.com www.cint.com ing is based on passive tracking that automatically identifies and verifies n Fishkill, N.Y., incentive solu- n London-based researcher Kantar the apps they’ve downloaded. This tool tions provider Virtual Incentives has has integrated into Google Consumer can be combined with GeoValidation, launched its application program- Surveys. Through the collaboration, MFour’s GPS-enabled respondent ming interface (API) for rewards and Kantar will act as a validation partner locator. GeoValidation certifies when incentives. It offers greater efficien-

22 Quirk’s Marketing Research Review // July 2016 www.quirks.com cies from initial implementation to tool for frequent, short surveys with instant, personalized reward delivery. health care professionals. It allows The new API is part of the company’s users to query nearly 2 million complete rewards platform, which health care professionals and taps provides a complete solution from into a global proprietary health care company-side program development professional panel, including doctors Specializing in to private, secure, instant reward in 80 countries and more than 40 delivery. The latest release of the API percent of all U.S. physicians. It is Data Collection, helps companies implement their ap- also able to target by specialty and Focusing on You! plication, loyalty platform or procure- geographical location, as well as by ment system directly with Virtual disease state. RealTime has 200 medi- Incentives. cal conditions to choose from and www.virtualincentives.com plans to add more in the future. www.sermo.com n Warren, N.J., digital data collection firm Lightspeed GMI has expanded n InCrowd, a Boston-based provider 47 Mall Locations & its data services capabilities by mak- of market intelligence to life sciences ing available a set of consumer data and health care firms, has intro- 27 Focus Facilities sets tied to an online survey panel. duced the InCrowd MicroTracker, an Across North America Leveraging data from KBM Group and automated approach to life science their I-Behavior data sets as well as tracking studies where brand percep- Acxiom, Experian and The Futures tions by health care prescribers and Company, Lightspeed GMI can deliver consumers are longitudinally assessed enhanced profiles of U.S. consumers and monitored over time. With the to its clients to provide more holis- new solution, life science market in- tic views of shoppers/purchasers. sights teams can gather data on KPIs AmplifyR Appends, now available in with an unbiased and representative the U.S., aims to offer an understand- health care sample as they define it ing of targeted consumer segments against targeted specialists drawn by overlaying demographic data and from InCrowd’s global “crowd.” lifestyle attributes to panelist profiles. They can also automatically: repeat www.lightspeedgmi.com the fielding of a tracker survey; exclude previous respondents for a n Ipsos InnoQuest, New York, has given number of waves; aggregate launched InnoConstruct, a tool for responses; provide visual comparison identifying the best combination of of waves; and filter results based on concept elements, including head- respondent groups or crowds. line, insights, benefits, reasons to www.incrowdnow.com LET C&C MANAGE believe, brand, price and package. Clients receive direction for building n Unomer, a mobile market research YOUR NEXT MARKET an optimized concept and simulations technology company based in Palo RESEARCH PROJECT for what-if scenarios related to using Alto, Calif., and Bangalore, India, TODAY! different concept elements. Clients introduced a mobile in-app market who use InnoConstruct will receive research platform at AAPOR’s Annual all of the standard deliverables that Conference held on May 12-18 in www.ccmarketresearch.com Ipsos InnoQuest’s concept testing pro- Austin, Texas. Unomer enables brand vides, including concept performance, managers, consumer insight leaders 1115 South Waldron trial potential and the Archetype and market researchers to create in- Innovation Profile, which tells clients teractive surveys that can be natively Suite 207 whether they have a Breakthrough, embedded in and distributed across a Fort Smith, AR 72903 Me-Too, Niche, Premium or other type network of mobile apps widely used of innovation. Sales forecasts are also for shopping, ticketing, travel, util- available and do not require the opti- ity and gaming on smartphones. The [email protected] mal concept to be re-tested. approach is designed to give brands www.ipsos.com/innoquest access to a large base of mobile users, allow targeting based on user profile n SERMO, a New York-based social and behavioral data and deliver 1-877-530-9688 network for doctors and health care intelligence in real-time as users pro- professional polling company, has vide instantaneous responses. launched SERMO RealTime, a research www.unomer.com www.quirks.com July 2016 // Quirk’s Marketing Research Review 23 // data use Evolving conjoint techniques to quantify buyer behavior | By Seth D. Fowler

snapshot

A look at hoice-based conjoint is a research different attributes tested, to develop models technique, popularized in the 1990s, that allows that optimize the offering for consumers while volumetric Cresearchers to understand the utility of differ- minimizing costs to the business. For example, conjoint and ent product features and benefits. The tech- two attributes might generate similar levels of nique is very good at determining the relative preference but one might cost less to supply. In how it can help utility of individual product attributes, pref- this case, the product can be optimized for the model changes in erence for sets of attributes (product/service consumer and the business. Consumers are just concepts) and the magnitude of differences in as happy with either option but the company purchase interest. preference. The technique has been improved in can reduce its cost to provide the product. various ways since its introduction but current standardized methods force a single response Need more information and lack the ability to appropriately include Regardless of the benefits current choice-based volume-based responses. Companies want to conjoint techniques provide, companies want understand preference but, more importantly, and need more information. One key disadvan- how changes to a product or service might im- tage of choice-based conjoint, mentioned previ- pact purchase volume and, ultimately, sales and ously, is that it does not measure the volume revenue. This article examines the application of items a consumer might purchase; it only of volumetric data in conjoint research. measures preference for the items tested. This Choice-based conjoint is one of the few tech- requires the addition of questions outside of niques that allows us to break down the utility the conjoint exercise to help determine how of individual product attributes and build a much more or less of a product consumers model that can simulate not only preference for would actually purchase based on potential a current design but also understand the rela- changes. Researchers have to make assump- tive impact on preference of multiple changes tions about the degree of impact on purchase to that design. This, in itself, has provided volume created by changes based on both valuable insights to companies trying to under- conjoint- and non-conjoint-related data from stand how they can improve their offerings. In the survey. This has been a stumbling block for many instances, the information gained from choice-based conjoint research in the past. choice-based conjoint can be used in concert But what if the technique could produce with other information, such as the cost of the volumetric data to model changes in purchase behavior? This would allow for a whole new level of analysis. Instead of only being able quirks.com/articles/2016/20160705.aspx to calculate preference, we would be able to

24 Quirk’s Marketing Research Review // July 2016 www.quirks.com % % % % " # " # $ % $ % && % % % % ''

! " #$% & ' ""

( ) *+ , " #$% !-- . / , ' 01 *23423

5 622788"8"

// data use

calculate changes in purchase fre- quency or volume. This information would be of great value and allow for decision tools that are more robust and able to optimize products and services based on potential changes in revenue and profit.

A logical next step With the application of advanced statistical methods, this is becoming a reality. The inclusion of volumetric information in conjoint-based research is an area of current academic research (John R. Howell, Sanghak Lee, Greg M. Allenby 2015 and John R. Howell and Greg M. Allenby 2012). ing to their level of preference. The will impact the number of times These techniques can be incorpo- volumetric element is very flexible rewards members and prospective rated in choice-based studies to and can take many different forms, rewards members are willing to stay allow for the usage of many types of such as the number of purchases or at its hotels. The list of benefits under volumetric data such as the number store visits over a certain period of consideration includes: of items that would be purchased or time or even the specific number of an the number of store visits within a item that consumers would purchase. • earning and exchanging points for particular time frame. The applica- The volumetric variable used is highly free-night stays (current rewards tion of these statistical techniques dependent on the type of information program); represents a logical next step in the needed and how the researcher plans • double-points earning for a length evolution of conjoint analysis. to size the opportunity. of time after signing up for the Current choice-based conjoint program; techniques frequently use what is Case study example • allowance of free food and bever- referred to as a “dual-response none” To illustrate this point, we will use ages for the first calendar year after method of collecting responses in the an example of a rewards program signing up; respondent task. Respondents are for a fictional hotel chain, Traveler • the ability to combine points and typically shown two to four combina- Hotels. Those who travel for business cash to pay for nights; tions of attributes (product/service or pleasure have many choices for • free room upgrades after earning a concepts) and first asked which one accommodations and hotel loyalty certain number of points; of the choices they prefer. On the programs can have a positive impact • exchanging points for airline miles same screen, they are also asked if on a traveler’s share of bookings. at partner airlines; they would actually purchase the Traveler Hotels is interested in maxi- • point-earning bonuses after reaching product they indicate they prefer, or mizing its share of annual bookings point earning milestones; not. This allows for the estimation among its current base of rewards • access passes to airline partner of individual attribute-level utilities program members and enticing non- airport lounges after reaching point and the calculation of shares of pref- members to enroll in the program. To earning milestones. erence. However, this forced-choice meet this objective, Traveler Hotels setup is not always ideal, especially wishes to develop a compelling Each of these potential rewards in cases where purchasing multiple rewards program that builds loyalty (attributes) has an associated cost. items is the norm or even required. and commitment to the brand. Its Further, Traveler Hotels needs to With this new approach, respon- current rewards program is basic and understand which one(s) will increase dents can input any number to reflect consists of earning points for every share of annual nights booked and by the amount they would choose as dollar spent at Traveler Hotel proper- how much. Traditionally, we would opposed to selecting only the most pre- ties. These points can be accumulated show the respondent three or four pos- ferred option. This allows for under- and exchanged for free nights at any sible program concepts on the screen, standing preference as in traditional Traveler Hotel property. ask them which they prefer and if choice-based techniques and also Traveler Hotels has developed a list they would stay at Traveler Hotels allows for determining the degree of of potential rewards to add to the pro- more often if the particular program preference since respondents can in- gram but it first needs to understand was offered. With this revised method, crease or decrease the volume accord- how these different possible rewards the dual-response none is replaced

26 Quirk’s Marketing Research Review // July 2016 www.quirks.com with a volumetric measure. Instead, volume estimations are subject to the newer technique, little additional we ask how many times they are likely same limitation as traditional choice- literature is available on the subject. to stay at Traveler Hotels and two based conjoint techniques, one such For additional reading, please refer competitors in the next 12 months if limitation being that an estimation of to the papers referenced below. This the programs detailed were offered. future purchase behavior may be im- new technique represents a strong Competitive brands are included in pacted by any number of intervening enhancement to current choice-based the exercise to allow for the element variables. Product optimization should conjoint applications. As its adoption of competitive pressure. Figure 1 is an be the goal rather than the prediction grows, companies will be keen to make example of what the exercise might of actual market performance in terms use of its ability to predict consumer look like. As with traditional choice- of revenue and profit. As with current response to product changes. based designs, the respondent com- choice-based conjoint techniques, it is pletes several of these tasks indicating important to minimize the complex- Seth D. Fowler is vice president at how many nights they would stay ity of the task respondents complete. Harman Atchison Research, Overland during the next 12 months at each ho- Researchers should be aware of these Park, Kan. He can be reached at 913-955- tel if the concepts displayed were the issues as they formulate and report 2883 or at [email protected]. The rewards programs available. estimations in changes of volumetric author wishes to thank John Howell for These volume estimates are then purchase behavior. his guidance on the technique and review broken down. Just as in traditional This new technique represents of this document. Additionally, thanks methods where part-worth utilities an exciting development in conjoint go to Joe Harman, Sherri Atchison, Jake are calculated, volume estimations are analysis, broadening its ability to Lee and Joe Curry for their review of this calculated for each attribute tested. give researchers key market insights. document and their helpful comments. Using a custom-designed model, we This new tool allows for the use can then calculate how many nights of volumetric information where REFERENCES respondents estimate they will stay previously only preference was Howell John R., Sanghak Lee, Greg M. Allenby. (2015) “Price promotion in choice models.” annually for any given combination established. As described, it does this Marketing Science. of the attributes (rewards programs). by allowing respondents to indicate John R. Howell and Greg M. Allenby. (2012) Using a volumetric measure adds a volume changes in their purchase “Volumetric conjoint analysis, incorporating new dimension to the model. This in- behavior, based on changes to the ﬁ xed costs.” Proceedings of the Sawtooth formation, along with the cost of the product or service. Since this is a Software Conference, Sequim, Wash. different rewards program options and per-visit spend can be modelled to determine the relative increase (or decrease) in revenue and profit for Announcing the 2016 Choice-Based Conjoint any given reward option tested. The current Traveler Hotels base rewards program is included in the model, Predictive Modeling allowing us to understand the impact changes to the program will make Competition relative to the current program. The Match your skills against other leading modelers using whatever inclusion of competitive brands in 0,ƞ4/"1,,)0+!*"1%,!06,24&0%ǽ%" "01-/"!& 1&,+,# ,* &+"! the exercise creates a more realistic within-sample and out-of-sample holdouts wins! choice task for the respondent and helps alleviate some of the problems The winner receives a $5,000 cash prize* encountered with overestimating plus free registration and speaking opportu- nights stayed if only one brand were +&1611%"41,,1%,ƞ4/",+#"/"+ " present in the exercise. ț"-1"* "/ǗǝȔǘǕǾǗǕǖǛ&+/(&16Ǿ1%Ȝǽ

A wide variety of situations The competition runs from November 1, The example above uses a fictional ǗǕǖǚ1, 2)6ǘǖǾǗǕǖǛǽ,4+),! ,*-"1&1&,+ hotel rewards program to demonstrate data and instructions from: how this volumetric component can 444ǽ41,,1%,ƞ4/"ǽ ,*ȡǗǕǖǛ-/&7" overcome some of the limitations of current choice-based conjoint methods. ȥ,+1"013,&!4%"/"-/,%& &1"! 6)4ǽ 2 '" 11,1"/*0+! ,+!&1&,+01444ǽ41,,1%,ƞ4/"ǽ ,*ȡǗǕǖǛ-/&7" The technique adapts currently available commercial software to collect the data but the analysis is a custom 41,,1%,ƞ4/"Ǿ + ǽ statistical application. It can be ap- Sawtooth 1457 E 840 N plied in a wide variety of situations /"*ǾǝǙǕǞǜȒǚǙǝǛ for different products, programs and ,ƞ4/" +1 801 477 4700 services. It should be noted that these www.quirks.com July 2016 // Quirk’s Marketing Research Review 27 // qualitatively speaking

Getting deeper into the why through eliciting desired thinking | By Marta Villanueva

snapshot

The author s market researchers, our goal is our insights to the next level. explores using to uncover the insights beneath the opin- This framework is particularly suited to Aions and stories. However, in our efforts to qualitative research. Learning the framework the Thinking illuminate the what and why, we often pay will put you in control of the thinking you Skills Model as less attention to the how. Understanding how want to elicit from respondents, making your a qualitative consumers think can lead to even more power- discussion richer, deeper and focused. Within ful insights and discoveries. this framework, we can use our tools and skill- research The more we know about different types of fully craft strategies. framework. thinking, the better we can encourage partici- Qualitative becomes even more strategic pants to engage in relatively uninhibited expres- when grounded in research and proven think- sions of experiences and emotions to provide a ing, and through the application of the three better springboard for deeper sharing and theme model categories/phases (Figure 1): clarifica- identification. By leveraging creative thinking, tion of challenges and goals; transformation we can uncover the latent emotions and motiva- into new views and possibilities; and imple- tions behind thoughts and behaviors. mentation of emergent concepts. Creative thinking leaders Puccio, Mance The framework is both structured and and Murdock in Creative Leadership1 said it flexible to accommodate cycling through the best: “Creativity … is a result of both think- different stages. It is structured, because it has ing and emotion; it is a matter of both the stages and tools for each stage. It is flexible, head and heart.” because you can go in and out of the different stages as needed (it is not a linear process). In The Thinking Skills Model each of these categories, different tools provide How do we elicit desired thinking from respon- keys to eliciting greater insight. dents in a qualitative setting? I believe that our most powerful tool for guiding these explora- Diagnostic thinking tions is a concise framework based on over 50 The center of this framework is an executive years of research, the Thinking Skills Model. function: diagnostic thinking. As part of the When we tie this proven framework to our tools, qualitative process, or prior to basic project processes and methodologies, we are able to take engagement, it is critical to identify the key components of the situation, along with how clients or their customers understand them. quirks.com/articles/2016/20160706.aspx Diagnostic thinking provides an overview by organizing large volumes of data.

28 Quirk’s Marketing Research Review // July 2016 www.quirks.com Hungry for more yet?

Concept Testing Product Testing Iterative Development Process Packaging Performance Testing Market & Customer Segmentation Competitive Brand Image Strategy Menu Optimization Ingredient Modification/ Degradation/Improvement Unit Remodel Evaluation Menu Labeling Compliance Auditing Price Elasticity & Optimization Test Market/National Launch ATU & BRS )URPLWVLQFHSWLRQ5HVWDXUDQW5HVHDUFK$VVRFLDWHVKDVEHHQIRFXVHGRQUHVHDUFK IRUWKHUHVWDXUDQWDQGKRVSLWDOLW\LQGXVWULHVLQFOXGLQJWKHIRRGVHUYLFHVXSSOLHU JURFHU\DQGKRPHPHDOUHSODFHPHQWVHFWRUV:LWKPRUHWKDQ\HDUVH[SHULHQFH DQGWKRXVDQGVRISURMHFWV55$¶VNQRZOHGJHLVXQPDWFKHG)RU\RXUQH[WSURMHFW FDOOWKHUHVHDUFKHUVZKROLYHDQGEUHDWKH\RXULQGXVWU\GD\LQDQGGD\RXW :H¶UH5HVWDXUDQW5HVHDUFK$VVRFLDWHVDQGIRRGLVRXURQO\ EXVLQHVV

Foodservice Research Experts 714-368-1890 [email protected] // qualitatively speaking

a quantity-focused, anything goes, list- generating style (ideational thinking), versus focusing in a consensus-building style (evaluative thinking).

Thinking skill objective 3: implementation to activate solutions Once customer needs have been clarified and concepts have been transformed, we move to the implementation phase. This phase uses contextual tools to understand reactions to potential action plan components. Eliciting contextual thinking en- courages respondents to explore bonds and barriers relevant to a product or concept in order to build understanding of the factors that could support or hin- der success. Most importantly, eliciting contextual thinking can help provide Just like understanding the situ- imagination from the existing situation clients with concrete feedback. ation and background to determine to their desired future state. And finally, while in the imple- research study objectives before recom- Once vivid images of the desired mentation space, we need to elicit mending a methodology, diagnostic outcomes are articulated, we can then tactical thinking to plan the steps thinking places focus on reviewing data, switch to strategic thinking, to help needed in the implementation of new facts or findings that define the current respondents articulate the unmet needs strategies or concepts. situation. It lets respondents and/or that must be addressed on the journey Eliciting tactical thinking empowers clients consider the cause-and-effect to a “better” experience. respondents to come up with specific relationships between the problem and The idea is to understand barri- steps to activate a specific idea, product possible solutions. ers and begin to see ways to overcome or plan. Tools that achieve this goal suc- Diagnostic thinking tools address them. Eliciting strategic thinking can cessfully drill down to how respondents questions such as: What is the nature of also help identify what is required to conceive of each element or aspect, the problem? What might be the causes motivate change. either currently or conceptually. of this problem? What are the patterns or themes to the situation? What might Thinking skill objective 2: Case study: packaged goods be stopping forward movement? transformation from ideas to company Using tools within this mind-set solutions The following example shows how empowers respondents to identify pat- In the transformation phase, we want eliciting desired thinking can get terns, allowing us to see and organize to elicit ideational thinking to produce us deeper into the why behind it the big picture, helping you decide on new and useful ideas, stretching the all. A major packaged goods company the next steps. imagination and putting aside judg- wanted to find out how to increase ment to reach for many ideas. At this consumption for its product. Putting on Thinking skill objective 1: stage, the ideas may simply be rough in a diagnostic mind-set helped uncover clariﬁ cation to deepen form or what I call “clues.” that the optimal methodology would understanding We then use evaluative tools and tech- explore product usage deeply and in- Clarifying the problem, either prior to be- niques to structure and shape the ideas. the-moment. One of the objectives was ginning a project or as part of the process, For this, we need to elicit evaluative identifying the visual identity that is useful to understanding the ultimate thinking, which promotes moving from would most resonate on the packaging. goal. Clarification may even be the entire ideas to workable solutions. Refining Target consumers were recruited to focus of the qualitative project. ideas can convert them into feasible solu- participate in a digital diary, leveraging Clarification uses two types of think- tions. Eliciting evaluative thinking can their diagnostic thinking for one week, ing. When a client requires clarifica- empower respondents to provide clear exploring both the in-store and in-home tion research, visionary thinking is direction on stimuli or ideas. product experience. The digital diary needed to help respondents provide rich It is important to recognize when also elicited strategic thinking in uncov- exploratory responses and stretch their your clients benefit from exploring in ering the product bonds and barriers.

30 Quirk’s Marketing Research Review // July 2016 www.quirks.com qulitatively speaking //

They were then invited to a one-on-one depict the emotions and to describe all as well as select the optimal tools to discussion at a facility. the challenges they faced along the way. manage thinking and exercise the The two thinking skills in the The hero(es) in this journey must over- control needed to achieve project suc- clarification category (visionary and come the challenges, rise to the occasion cess. Based on project need, you may strategic) benefit from one of my favor- and bring us to the happy ending. After focus on just one of the seven areas ite tools: storyboarding. In the initial creating the story, the participants or step directly through clarification, visionary phase, the storyboarding exer- were asked to give it a snappy title that implementation and transformation, cise helps to identify what respondents captured the essence of the storyline. exploring and formulating throughout would like to have in place of what Using this rigorous structure to spark each of these phases. already is. Eliciting visionary think- imagination and adding visuals, a num- Using the concepts in the ing empowers respondents to bring the ber of engaging metaphors emerged. Thinking Skills Model enables deeper product wishes to life in a vivid way. Being purposeful in eliciting the understanding and provides actionable When we move to the strategic phase, desired thinking led to great insight solutions. When eliciting desired storyboarding helps close the gap to into the existing situation. It resulted thinking, respondents are empowered identify steps between the current and in ways to overcome the existing barri- to provide focused and rich responses. desired states. Regardless of whether ers to growth, giving the brand critical They are given the structure to tap we are using our imagination to stretch insight into winning communication into cognitive thinking and they are or delving into the specifics of how to messaging and visual identify. Without provided the flexibility to bring it to make this a reality, this exercise invites eliciting desired thinking, it would life in their own special way. us to use many tools of creative expres- have been difficult to get focused, rich sion – crayons, markers, scissors, glue, and below-the-surface responses, delv- Marta Villanueva is chief insights officer at NuThinking Inc., a San Antonio, Texas magazines, picture cards or journaling, ing more deeply into uncovering the research firm. She can be reached at to name a few. why behind the consumers’ thoughts [email protected]. Respondents in this study were through leveraging the how. given the challenge of creating a story REFERENCES around making the once-in-awhile Exercise the control Puccio, G., Mance, M., and Murdock, M. (2011). Creative Leadership. Thousand Oaks, CA: Sage product their go-to product. In creating Placing client goals into the Thinking Publications. this story, respondents were asked to Skills Model enables you to design

Market research is basically an effort to get at the truth. What do people like? What do they respond to? What is the truth? But getting at that truth is not always easy. It matters a lot who does the asking, how they go about it, and more, how they deal with both respondents and clients.

We’ve been a leader in market research for decades because we are committed professionals with the tools, and experience to do it right. And that’s the truth.

Consistently Top Rated -- We can handle your project anywhere

206-241-6050 Seattle ▼ Portland ▼ Las Vegas [email protected] www.quirks.com July 2016 // Quirk’s Marketing Research Review 31 ••• government research Making a persuasive difference Government subunit uses MR to boost the value of public diplomacy

| By Myriam Benlamlih

It is 9 p.m. in a small Asian country. Inside the U.S. embassy, the public snapshot affairs officer (PAO) is still at his desk. He is deciding where in the country he should bring a pair of American hip-hop artists when they visit A State Department office aims to add Ifor a two-day, embassy-sponsored goodwill tour. Will, ponders our PAO, some strategic value to the marketing touring them in the north of my country or touring in the south do more to build goodwill toward the United States? research it conducts for public affairs Meanwhile, in an east European country, it is one hour before the officers around the world. largest national newspaper’s print deadline. The PAO in that country is hurrying to finish a 500-word editorial that urges better U.S.-European relations. Which arguments, she wonders, should I keep in because my audience will find them more persuasive? And which less-persuasive arguments should I omit, to keep to my word limit? Back in Washington, D.C., it is 9 a.m. In a set of nondescript cubicles, in a building across the street from the U.S. Department of State’s main offices, R/PPR Research gets to work. This week it will draft question- naires, scrutinize data files and release several new marketing research reports – all to help answer questions like those asked by the example PAOs above and by actual PAOs all over the world. Traditional diplomacy is one country’s diplomats negotiating with another’s; public diplomacy is one country’s diplomats engaging the people of another country, whether through cultural exchanges, embassy-sponsored events, press work, social media messaging or other means. In this way, public diplomacy resembles a communications campaign. Just as a politician employs political messaging to win votes or a large corporation uses advertising and consumer engagement to build its brand, so too do PAOs practice public diplomacy in order to generate goodwill toward the United States or, sometimes, to influence foreign opinion on specific topics of international relations. quirks.com/articles/2016/20160707.aspx

32 Quirk’s Marketing Research Review // July 2016 www.quirks.com Also, State’s “business process” for sup- plying market research was failing its PAO customers. “Research would sometimes get to us six, seven, months after it was commis- sioned,” recalls another anonymous PAO. “Our embassy’s planning cycle was already complete. And it was expensive, too.”

Insufﬁ ciently strategic In short, the State Department was providing PAOs with research but not research they could use. Much of it was insufficiently strategic; much of it was not actionable, given the resource limitations that PAOs face; and much of it was slow to roll out and expensive to execute. The research was accurate, done by skilled experts employing rigorous methods and it might have been useful for an academic study, perhaps, or for a thought leadership paper. But it was a poor fit for public diplomacy: a marketing research product that was not satisfying its users’ needs. The Office of Policy, Planning and Resources for Public Diplomacy and Public Affairs (or R/PPR – pronounced “ripper”) is the State Department office in charge of policy matters Using marketing research for public diplomacy. R/PPR Research is a sub- That is why, ever since the early 2000s, various government commis- unit of R/PPR. It was launched in the summer sions, oversight agencies and think tanks have urged PAOs to adopt of 2015 by Tanya Ward, an experienced PAO, the best practices of effective political campaigns, marketing cam- and Josh Miller, a marketing researcher with paigns and other private-sector communications campaigns. One of over 16 years of experience who was brought to those best practices is using marketing research. And by the 2010s, State from the private sector. the State Department had indeed begun to supply PAOs with market- R/PPR Research’s mandate was to arm ing research, including publicly-available survey data, such as data U.S. diplomats with a better class of mar- released by think tanks, original surveys and other specially commis- keting research and by early 2016, R/PPR sioned polling along with purchased syndicated research on world- Research had already released 60 marketing wide media trends and other select topics. research reports. Each report is derived from Unfortunately, this effort yielded few tangible changes to how an original survey of foreign public opinion; PAOs practiced public diplomacy. That unfortunate truth was each report identifies good targets for public the main finding of an informal review carried out by the State diplomacy engagement and promising mes- Department’s public diplomacy offices. The department was supply- saging for public diplomacy communications; ing its PAOs with marketing research but they were not using that and each one does so by applying standard research to improve how they did public diplomacy. marketing research techniques to the survey “We had research that answered the question, ‘What is happen- data. Some reports advise on goodwill- ing?’ What we needed was research that answered the question, building in general; others on how to shape ‘How do we win?’,” says one anonymous PAO, remembering one of foreign views on specific topics (for example, the reasons why he and his colleagues rarely used the research that several reports on Asian countries advise on State provided: Much of that research consisted of polling toplines driving support for the TPP trade treaty). or census figures or other raw statistics devoid of any real strategy. Reactions have been enthusiastic. “This is All too frequently, PAOs would receive only data, not data-derived exactly what market research should be. It’s guidance on how to achieve their public diplomacy goals. a breath of fresh air,” says one officer at State Furthermore, the guidance the research did provide often could who has worked in public diplomacy positions. not be acted upon effectively with the modest resources that most “Now, our people actually use the research – PAOs have available. “It just wasn’t practical,” that same PAO and understand why research, in general, can recalls. “We didn’t have the budget or the staff to put a lot of the be valuable to what we do.” polling into practice.” The Public Diplomacy Council (PDC) agrees. www.quirks.com July 2016 // Quirk’s Marketing Research Review 33 The PDC is a Washington, D.C.-based planning process. non-profit that advises government “Marketing research,” says Miller, policymakers on public diplomacy “can be a big help for strategic plan- matters. In January, it named R/PPR ning because research, at its most Research to its yearly “10 Best” list, basic, is a tool of resource allocation. describing R/PPR Research as a “long Its purpose is to maximize the impact overdue public diplomacy innovation.” of your finite communications dollars – to give you the biggest possible bang Valuable lessons for your communications buck.” And that sentiment has been echoed “For example,” says R/PPR by many PAOs themselves, who cheer Research’s Tanya Ward, “‘target the fact that State is providing re- identification’ is really just an elo- search that its diplomats can actually quent phrase for telling a stakehold- use. It’s a big turnaround and R/PPR er, ‘You’ll do better to spend your Research’s experience in bringing it time and money on these people, not about has valuable lessons for market on those people’ – and when a PAO researchers who, like R/PPR Research, budgets to that advice, that is strate- are working to integrate private-sector gic planning.” research techniques into public-sector “Being strategic – giving actual communications. advice – is what makes marketing research valuable. And giving advice Lesson 1: Good market research is that is useful to both your day-to-day strategic – and a tool for strategic public engagement and your broader planning. strategic planning makes market re- Before R/PPR Research, much of the search doubly valuable for the govern- research that State gave its PAOs was ment user,” Miller says. not strategic. It was raw facts and figures, not recommendations derived Lesson 2: Good marketing research from those facts and figures. The ﬁ ts government’s capacity to use it. research was descriptive, not prescrip- Most PAOs have modest budgets and tive: it advised on what was happen- many work in countries with restric- ing, not on what to do about it. tive media laws. Those and certain R/PPR Research advises on both. Its other factors limit through what me- reports describe public opinion as it is dia and at what volume they can mes- and they identify concrete actions that sage to their audience. Print outreach PAOs can take to shape public opinion. is typically placed op-eds and walk “PAOs don’t want us just to ruminate,” card-style handouts, not direct mail says R/PPR Research’s Josh Miller. or glossy magazine ads. Electronic out- “They want us to give them recommen- reach is social media and occasional dations, to give instructions. So that is television or radio news interviews, what our reports do and that is what not slick paid spots run on prime time. makes them strategic.” And much of public diplomacy is not Those “instructions” tell PAOs done through print or electronic chan- whom to target, what messages to nels at all but through face-to-face deliver and various other things they interactions between PAOs and very should do when doing field commu- small audiences, such as presentations nications and also when doing the to local high schools or workshops government’s version of strategic with civil society leaders. planning: budgeting for impact by al- In this way, public diplomacy is locating resources in order to achieve more akin to a small retail campaign a work goal as effectively as possible. than to the campaigns run by major Every year, the PAO in each embassy CPG brands or by well-funded presi- completes State’s strategic planning dential candidates and therefore, mar- modules – a series of proprietary, on- keting research that recommends non- line tools that help PAOs budget their retail strategies is unhelpful to PAOs: time, money and other resources it exceeds their capacity to use it. over the coming 12 months. PAOs are Yet before R/PPR Research, much discovering that the very same guid- of the research that State provided ance R/PPR Research gives for field was non-retail in its approach. communications also helps with this Consequently, it could not be acted

34 Quirk’s Marketing Research Review // July 2016 www.quirks.com on with the resources that most PAOs how strategic or actionable it is.” firm, the District Communications had. For example, several research Obvious enough. But before R/PPR Group, to act as its back office. The products analyzed the psychology Research, State’s research business DC Group is a PR and strategic com- and internal narratives of foreign process was falling short. Delivery was munications practice with a focus on audiences and urged PAOs to exploit slow: Turnaround time for an original marketing research. We manage all those neuroses – an approach far too market research project was often half data collection activities for R/PPR subtle for the official talking points, a year or longer. And execution was Research and oversee their work and handouts with anodyne copy and expensive: The price tag was often six ensure its methodological integrity. other “blunt” outreach products that figures for a small project. PAOs actually use. Another example: R/PPR Research recognized that Looking ahead Several research products directed State’s business process was broken In its first year of existence, R/PPR PAOs to buy lots of television and and it has instituted various fixes. For Research has done a lot; over the next radio time – in some of the world’s example, to expedite project turn- 12 months, it intends to do a lot more. priciest media markets – a non-start- around, R/PPR Research developed A lot more in terms of quantity: R/ er, as big media buys anywhere are in-house expertise in government PPR Research intends to release up unaffordable to PAOs. contracting, so that now, the thicket of to 100 market research reports. And “Market research is no good rules and procedures that dictate how a lot more in terms of variety: In the to public diplomacy if it can’t be State can contract with data collection works are two new product lines, one put into practice with the budgets houses no longer delays the execution that will employ qualitative data and or staff or outreach products that of marketing research projects. a case study method and one that will Washington provides our embassies,” Another example: to cut costs, employ big data analysis. says Ward. “Those are just the reali- R/PPR Research streamlines its And also a lot more in terms of ties that no PAO is going to be able surveys, asking only those ques- acculturating State to marketing to change, so the research needs to tions that are vital for analysis and research. “To many PAOs – in fact, accommodate them.” omitting questions that would yield to many government users – market That is why the only recommenda- information that’s interesting but research is still something very novel. tions that R/PPR Research makes are merely “nice to know.” Plus, when- So evangelizing market research, in ones that PAOs can actually imple- ever possible, R/PPR Research adds general, and demonstrating its value ment. For example, the messaging R/ its survey questions to recurring om- to public sector communications is PPR Research recommends is always nibus surveys, rather than fielding just as important as any particular simple, not sophisticated: arguments them as stand-alone projects with report that R/PPR Research will that are straightforward enough to higher start-up and interviewing ever release,” Miller says. be delivered by the inexact, unsubtle costs. And R/PPR Research has also products that PAOs must use. And allowed other government agencies Myriam Benlamlih is senior research manager at the District Communications the targets R/PPR Research identifies to purchase its raw data, generating Group, a Washington, D.C., PR and are always ones that are ripe for the revenue for R/PPR Research that has communications firm. She can be reached “ground game” PAOs play: subgroups helped cover its research costs. at [email protected]. that a PAO can meet in person or touch R/PPR Research has also hired our via cheap outreach or free media, not subgroups that are reachable only through broadcast communications or that are largely unreachable because of the illiberal communications laws of a given country. “We recommend the possible,” says Miller, “and eschew the impossible. Even government, with its huge resources, faces limitations on what it can and cannot do when doing outward-facing communications so government users need research that takes those limitations into account.”

Lesson 3: Good market research needs a good business process. “It isn’t sexy but the business process matters,” says Miller. “Marketing research that is delivered too late or that costs too much is no good to our PAOs, no matter www.quirks.com July 2016 // Quirk’s Marketing Research Review 35 quirks.com/articles/2016/20160708.aspx

Why do people do what they do? ••• shopper insights That’s the question that drives consumer research. And it’s the question that drives our never-ending quest for insights – insights that can help us Single goal, many unravel the cryptic threads of human emotion, perception and behavior to Wreveal something groundbreaking – something that can transform the way methods a business approaches consumers. For example, what exactly turns a Burke, Inc. helps a retailer understand shopper motivations window shopper into a “real” shopper? It’s a simple question we wanted | By Michael Laux to answer for a global retailer of toys and games. Shoppers may say they like a window display and they may have positive feelings toward a window display but how do we know if and how these thoughts and feelings actually translate into purchase snapshot behavior? The good news is that today’s A multifaceted research approach uncovered the impact – or lack researchers are better equipped than thereof – of a retailer’s window displays on shopper behavior. ever to untangle this web of complexity. Thanks to new methodologies and expanding data sources, we can dig deeper to uncover the layers and

36 Quirk’s Marketing Research Review // July 2016 www.quirks.com study the variables independently to reveal a more complete vision of consumer behavior. We can triangulate, or examine multiple angles to a question, to get to a more holistic picture.

Vast mound of data Traditionally, researchers ask questions through well-crafted surveys, observe behavior and probe in qualitative settings, use advanced analytics to derive insight and at times link to external data about what people do. Today, we can complement those techniques with tools that measure non-conscious aspects of what people do, ask questions in the moment of experience and leverage their willing- to build holistic insights? which display and which elements ness to share parts of their multi- • What is the best way to organize of the display were the most suc- media kaleidoscope lives in the form the plan for learning? cessful in drawing shoppers into its of video, picture and online interac- stores, the company could imple- tions. A myriad of information is The responses to these questions ment a consistent global strategy for available on what people do by virtue help guide the selection of the best its retail outlets and, in turn, save of connected devices, adding to an tools to achieve the research goals. a substantial amount of time and already vast mound of data. More and more, the most compre- money. The end goal for our client Figure 1 is an attempt to catalog hensive answer lies in the trian- was to centralize, streamline and the tools available for marketing re- gulation of several pieces of the economize its global display strategy search today based on the key areas puzzle. Leveraging additional tools for all retail outlets. they illuminate. Each tool provides to gain more insight into consumer We sought to understand the different perspectives about what behavior provides more holistic an- impact of three different window people think, feel and do. While not swers for the researcher, ultimately displays. Key questions included: How a perfect or exhaustive classifica- helping them make better, more much influence and stopping power tion, the point is we have a plethora strategic business decisions – which does a retail window display have on of tools to help us untangle the is exactly what happened with our potential shoppers? What elements messy process of decision-making. retailer client. are the most successful in generat- And that toolkit keeps expanding more foot traffic? Does viewing. It’s important to clarify that Untangling the various aspects ing another shopper engaging with several of these tools and informa- So, how do we learn about what the product create stopping power? tion sources are new and some are exactly turns a window shopper into Ultimately, does an eye-catching win- still being studied to ensure they a real shopper, one willing to pay for dow translate into higher store sales? meet their intended goals. The study toys and games in our client’s stores? After discussing our client’s needs of human behavior is, after all, an The challenge centered on untangling to define the research learning plan ever-expanding exercise. the various aspects of how, why and if and objectives, we determined there So the real question then be- window displays influenced shoppers’ were strong behavioral components comes: Which tools do we leverage purchase behavior. behind what people think, feel and to view different angles of the story Incurring a substantial cost each do that were important to study and to find more complete insights? To year on domestic and international triangulate to find a more complete answer that question, we need to window displays, the retailer sought answer to their question. It was also clearly define and determine the to better understand which specific critical to measure reactions in the specific research goals: display elements were – and weren’t moment of experience and to observe – connecting with consumers. The behaviors in front of these windows. • Which behaviors do we seek to window displays rotated popular Many times researchers attempt to understand? themes and each execution of the answer these questions using the • Is observation critical to learning? display differed in style, elements most familiar tools available – the • Is it important to capture insights and creative enhancement. The dis- survey, some form(s) of qualitative close to the moment of experience? plays changed frequently, requiring and … well, we may have stopped • Are unarticulated insights on be- concept and design teams, builders, there. Today, we know that ask- haviors, motivations and emotions manpower before and after hours and ing questions and observing people vital to the research? the coordination of multiple differ- provides quality information but that • Can we triangulate multiple inputs ent departments. If the retailer knew information doesn’t necessarily tell

38 Quirk’s Marketing Research Review // July 2016 www.quirks.com us the full story. Shoppers who say told another story. always do what they say or say what they like a window display may not While Window A was praised for they think. Therefore it is up to us, as necessarily go into the store and buy many reasons – and its novelty was researchers, to insist on a comprehen- toys. Shoppers who buy may or may not unmissed by shoppers – shopper sive, multifaceted approach to learn- not say the windows had an influ- behavior did not change based on ing and the application of different ence but they may have stood in the “cool” elements of Window A. tools to learn about different angles front of it the longest. That’s right: There was no greater of behavior to create a truer picture Quite a tangle, indeed. foot traffic in the store when of consumer motivation. At the end That is why we created a learning Window A was displayed and sales of the day, it was this philosophy of plan that offered a 360-degree view remained the same regardless of triangulation that helped us untangle of consumer behavior to create a which window was tested. this particular case so neatly. Without more holistic perspective. The learn- While the story was clear, the multiple inputs, this retailer would ing plan included: answer was surprising. We knew win- have made a decision on its window dow displays were important to the display strategy based solely on the • A quantitative survey evaluation. extent that they entertain shoppers angle of what consumers say. By add- The survey was a critical first step and positively support the brand. ing in angles focused on how consum- in understanding what shoppers They also give passersby gift ideas ers feel and what consumers do, our say about the influence of window and shopping inspiration during the picture of them was deeply enhanced, displays. holidays. But do windows correlate allowing the client to make a more in- • Intercept interviews. Qualitative with changing behavior? Do they formed decision on its global strategy. interviews with shoppers at the directly impact the bottom line? Consumers are complex, fickle, storefront let us probe and gain Not for this retailer, according to impressionable and – all too often more insight into how people say our research. – unsure of their own motivations. they feel about window displays in We concluded that the retailer did And that’s on a good day. But now, the moment of the experience. not need to spend extensive amounts researchers have more tools and • In-the-moment “foot-tracking”data. of money or time on window displays resources than ever before to assist in This data allowed us to analyze and the company definitely did not the search for answers, for meaning, what people do in front of window need to continuously update these for understanding. After all, that is displays (whether or not they stop, displays. Our research taught the what “research” is – a search. And, rest how long they linger) and, more firm how to optimize and simplify assured, with an open mind we will importantly, whether they actually its strategy (both in terms of dollars always look for new approaches and go into the store. and execution) while not negatively innovations that help us formulate • Point-of-sale purchase data. impacting its shopper base. more holistic answers and make our Provided by the retailer, this was lives … a little less tangled. the key behavioral outcome vari- Create a truer picture able and was studied in parallel to In behavioral sciences, it is common Michael Laux is vice president at Burke, Inc., a Cincinnati research firm. He can the other inputs. knowledge that consumers are not be reached at [email protected]. entirely rational beings – they don’t Each piece was examined, in detail, to identify and synthesize key, unique learnings in three areas: what people think, what they feel and what they do. Much of our learning took place at the moment of experience in front of the windows, which provided us with the opportunity to observe real time and capture nuances that may have been lost with time and not recollected as accurately. This “think, feel, do” triangulation quickly revealed that what shoppers think about a window does not necessarily translate to behavior. For example, in our quantitative survey, Window A could have significantly higher ratings than Window B on “coolness,” uniqueness and preference. Further, in qualitative, Window A may even receive plaudits for its “wit” or “creativity” – but the behavioral angle www.quirks.com July 2016 // Quirk’s Marketing Research Review 39 ••• shopper insights Our malleable memories What the sins of memory mean for marketing researchers

| By James Forr and Dominique Dove

snapshot Some years ago, world-famous cellist Yo-Yo Ma, exhausted after a bravura performance at Carnegie Hall, carefully laid his $2.5 million Stradivarius cello in the trunk of a taxi, clambered into the back seat and rode off to his hotel. About 20 minutes later he ar- The authors offer rived, paid the fare and trudged into the lobby, where he was struck by a thunderbolt. tactics to help He had left his $2.5 million cello in the trunk of that New York City cab. The cellist talked to hotel security, hotel security talked the police, the police talked researchers to Sto the cab company and within three hours, the cello was back, safe and sound, and get around the everyone lived happily ever after. Nonetheless, you hear a story like that and ask your- self, How could anyone be such a space cadet? shortcomings of Unfortunately, though, memory makes fools of us all. None of us is immune. Given consumers’ abilities to that we, as market researchers, rely heavily on people’s memories of experiences with products and services, this poses a significant problem. recall their thoughts, We like to believe that our memory is like a snapshot – a true-to-life, pixel-by-pixel experiences and representation of how an event occurred. In reality, though, our memory is more like clay. It is malleable and is shaped and molded over the passing weeks, months and reactions. years. Sometimes little pieces break off and tumble onto the floor, never to be seen again. Each time we recall a memory, it is apt to change slightly. Our unconscious mind fills in gaps, conflates multiple experiences into one and makes tweaks based on others’ suggestions and our own evolving sense of self. In short, memory is reconstructive, not reproductive. Daniel Schacter, former chair of Harvard University’s Department of Psychology, published a landmark book entitled, The Seven Sins of Memory: How the Mind Forgets and Remembers. Four of his “sins” are particularly relevant for market researchers. We need to understand these sins and to devise strategies for working around them. Before describing the sins, we should explain a bit more about how our mind pro-

quirks.com/articles/2016/20160709.aspx

40 Quirk’s Marketing Research Review // July 2016 www.quirks.com ARCS

Your all-in-one engagement platform.

ARCS® is an all-in-one tool designed to fully manage panels, recruiting and market research data collection. It empowers Marketing research organizations, focus group, product evaluation and Systems employee feedback managers to gather and analyze their results Group in less time, at lower cost.

215.653.7100 | www.m-s-g.com/ARCS | [email protected] cesses past experiences. Psychologists e-mail, went to some meetings, took two cars colliding at an intersec- identify three types of memory. the elevator down to the lobby and tion. One group of participants was Procedural memory is our memory headed home) but odds are that most asked what happened when the cars of how to conduct a particular task. if not all of the particulars are gone. “hit” each other. The other group For instance, if you have cooked a As time passes, we have more and was asked what happened when the Thanksgiving turkey each of the last more similar experiences, which cars “smashed into” each other. The 10 years, you should not have to open cause the specifics of previous rou- people in the latter group were more up a cookbook this year and relearn tine experiences to fade away. likely to recall seeing broken glass the process. The old cliché that “You Of course, time doesn’t always (even when there was no broken never forget how to ride a bike” is erase. If you are reading this on glass) and provided significantly true. Procedural memory tends to be vacation and last Friday was your higher estimates of the cars’ speed. quite stable. last day at the office before head- In a more recent Loftus study, she Next is semantic memory. This ing out, you probably can remember studied army soldiers who were paris our memory for general facts, a fair number of details because no ticipating in a training exercise de- such as “What is the origin of similar events are getting in the way. signed to simulate what it would be Thanksgiving?” Semantic memory is Alternatively, if you received word like to be a prisoner of war. Soldiers highly variable, depending on how last Friday that you won a prestigious endured 30 minutes of intense ques- often a piece of information gets industry award, you might remember tioning and hostile treatment. Later repeated and how relevant it is to an that moment quite clearly for years. they had to identify their interroga- individual. (Then again, you might not. Even so- tor. Loftus found that researchers The third category is episodic called “flashbulb memories” – recol- could feed the soldiers pieces of memory – our recollection of particu- lections of where you were on 9/11 or information that caused them to lar experiences in our lives. Trying to when the space shuttle Challenger finger someone who looked nothing recall what you did on Thanksgiving exploded – that seemingly sear them- at all like the person who actually in 2006, for example, draws on your selves into our minds are less reliable conducted the interrogation. Soldiers episodic memory. In market research, than we think they are and can grow could be led to insist that the interro- we rely heavily on consumers’ epi- dim or distorted over time.) gator was wearing a uniform when in sodic memories. Unfortunately, this fact he was not. They could be led to form of memory is extremely volatile The sin of suggestibility: A nudge insist that the interrogator was car- and highly subject to distortion. The can make you fudge rying a gun when in fact he was not. four key sins discussed below – and The word “suggestibility” doesn’t This sin has real-life ramifica- derived from Schacter’s work – relate necessarily mean someone is trying tions. Over the past 20 years, hun- mostly to lapses of episodic memory. to mislead people. Nonetheless, we dreds of American prisoners have need to be careful about the words been freed thanks to DNA evidence. The sin of transience: Details mix we use, because it is exceedingly easy Many of these prisoners were incar- as the clock ticks to cause someone to misremember cerated largely on the basis of false What did you do at work yesterday? an experience, just based on how we eyewitness testimony. If memories You probably can remember that in frame our questions. can fail in the courtroom, where the some detail. Now what did you do Elizabeth Loftus is a pivotal figure stakes are extraordinarily high for at work last Tuesday? You likely are in memory research and much of her all involved, then they certainly can struggling to recall any details at all. work centers on how subtle cues or fail in the marketing research facil- You can rattle off, broadly, what you “suggestions” can lead our memory ity where consumers are trying to re- probably did that day (drove into the astray. In one landmark study, she call their experiences with products parking lot, drank coffee, checked showed people simulated video of that may, in the overall scheme of

ONLINESAMPLE. ONLINEPANELS. ONLINERESEARCH.

ESEARCH.COM [email protected]

Since 1995, researchers have called on Esearch.com for their online panel needs Esearch.com, Inc. online fielding support for research www.esearch.com [email protected] 310.265.4608

42 Quirk’s Marketing Research Review // July 2016 www.quirks.com things, play a relatively unimportant it later, more than 30 percent of trip to the beach in Miami last year, role in their lives. subjects who saw that ad claimed you might have been hot and sweaty that they either specifically recalled and covered in mosquito bites and The sin of bias: Today shapes meeting Bugs at a Disney resort or at your screaming toddlers might have yesterday least had a vague, general memory of been driving you nuts. But through Northwestern University is re- doing so. the gauzy, golden haze of your vaca- nowned for many things. Football The problem here is obvious. Bugs tion memory, you might only recall is not one of those things. On the Bunny is a Warner Bros. character. the abundant sunshine and that Friday before each of three big games He wouldn’t dare show his face at a one lovely evening spent sipping a in 1995, Northwestern football fans Disney property. margarita with your husband by the were asked to predict the likelihood This helps to explain why similar pool. So where do you go this year? that their Wildcats would win the advertising runs together and why Miami, it is. next day. (As it turned out, the team, consumers often struggle to remem- Actually, it can be instructive which had been awful for decades, ber accurately whether they saw an for a brand to understand the ways was in the midst of the best season ad for a particular brand. in which people misremember an in its history. They won all three Of course, the more consistent experience. In the U.K., Pizza Hut in- games.) and ostensibly reasonable the “lie,” terviewed customers as they left the Then on the Monday follow- the more likely someone is to com- restaurant and then followed up a ing each game, another group of mit the sin of misattribution. If week later to ask again about the ex- Northwestern fans was asked to researchers tried to finagle people perience. Not only did many custom- remember how they thought their into thinking they saw a Martian ers forget some of the high points of team would fare. The people who at Disney World, no one would have their visit but they also invented neg- were asked to remember what they fallen for that. Also, the more cred- ative details (like long waits or dirty thought would happen were much ible the source, the more easily that tables) that were not part of their more likely to say that they believed person can wheedle someone into a original account. Pizza Hut used Northwestern would win compared misattribution – even if they aren’t these insights to make memories of to the people who had to go out on a trying to. A police officer or a doctor the positive aspects of the restaurant limb and actually predict what would (or a nattily-attired market research visit more “sticky” and the results in happen. professional) is more likely to acci- a handful of pilot restaurants have This is the “I-knew-it-all-along” dentally invite misattribution than a been overwhelmingly favorable. syndrome. We all unconsciously try teenager in a clown costume. However, there are times, of to manage our cognitive dissonance course, when it is important to – that discomfort we feel when we Golden haze of memory understand what actually happened recognize that our various thoughts Sometimes it doesn’t matter if during a consumer experience. When and feelings are in conflict. We think someone misremembers the details this is the case, researchers can em- our favorite team is going to lose but of an experience. A vacation, for ploy several tactics that circumvent then they surprise us and win. For example, is a classic example of post- the sins of memory. some reason, we can’t quite handle consumptive experience. On that Be selective with surveys. this, so we unconsciously revise our recollection of our previous beliefs. This kind of revision occurs con- stantly. We tend to mold our memories of the beginning of a personal relationship based on how we currently feel about that relationship. If someone is experiencing physical pain, she will tend to remember Qualitative and Quantitative simultaneously earlier painful experiences as being We have the ability to recruit and moderate projects all over the world, utilizing the newest technology available. much worse compared to when she We are experts in Recruiting, Field Management and Technology which caters speciﬁcally to is recalling those memories at a mo- MARKET RESEARCHERS all over the country. ment when she is pain free. Our 40 National Call Centers recruit for qualitative and validated quantitative research. We host teams all across the US in a varienty of focus group facility locations. The sin of misattribution: Our eyes’ lies Dallas | Atlanta Buckhead, Clairmont or Dunwoody | Boston | Cincinnati | In a delightful study, a group of Hartford | Chicago Michigan Avenue or Oak Brook | Kansas City | Minneapolis | people who had visited either WAC Miami or Ft. Lauderdale, FL | Phoenix | St. Louis | Philadelphia | Bala Cynwyd | Appleton | Morristown or Teaneck, NJ | Disneyland or Disney World were Columbus | New York | Los Angeles | San Francisco | Any US Market shown a mock print ad that depicted Bugs Bunny standing outside the Call today 972.707.7645 or email: [email protected] | Visit our website at www.murrayhillnational.com Magic Kingdom. When asked about www.quirks.com July 2016 // Quirk’s Marketing Research Review 43 Surveys are useful for getting an- Sidestep the sins. Although mar- richness but the methodology largely swers to relatively straightforward keters frequently want to learn what sidesteps the sins of memory and can questions that don’t require much in- was going through a consumer’s mind produce a significant number of data tense reflection. If the election were as she made a purchase, often the points for analysis. today, for whom would you vote? least helpful question is, “What was Implicit testing and deep-dive Which brands come to mind when going through your mind when you interviews cannot be conducted in you think about pasta sauce? How made that purchase?” the moment but they can reveal the long is your morning commute? As time passes, memories of unconscious meanings that lead a Among the things that surveys do specific everyday purchase decisions consumer to select one brand over much less well is to paint an unbi- congeal into an undifferentiated another. If you are talking to a ased retroactive portrait of what a blob, so unless the decision was made shopper who has purchased the same consumer was thinking, feeling or just a few moments ago or unless it brand of detergent for 20 years, doing at a specific point in time. was a major purchase that involved what went through her mind as she As we have seen, humans tend to considerable research and conscious entered the laundry aisle is nearly reconstruct the past based on what deliberation, that memory is prob- irrelevant. This is an automatic, they know about the present but ably gone. Furthermore, most hu- habitual purchase; she was more researchers often underestimate how man thought is unconscious, which likely to have been thinking about dramatic that reconstruction can implies that even if consumers do her daughter’s soccer game or last be. Consumers will answer questions remember making a purchase it is night’s Game of Thrones than anything about what they were thinking about unlikely they can accurately self- to do with detergent. In cases like back then but those answers should report all of the factors that subcon- this, it might be more valuable to never be taken as gospel truth. sciously influenced their decision. understand what people don’t know Be wise with your words. As A surefire strategy for overcoming they know – the implicit meanings Elizabeth Loftus learned in her pris- the sins of memory is simply to stop that consumers attach to a brand or oner of war simulation, subtle cues, relying on memory. The fantasy world the deep emotional relevance of a like the words we use when crafting ideal, of course, would be to mind- particular category in a consumer’s our questions, can unconsciously meld with the consumer and literally life. In other words, you may find it alter how people remember an event. get into her head at the moment of more insightful to explore consumer Even the order in which questions the purchase decision. But despite psychology rather than purely are posed can scramble people’s recol- what some neuromarketers might consumer memory. lections. have us believe, that still is not Researchers must take special care possible and may never be, so we have Must think carefully to avoid leading questions, which to seek out the next-best approaches. In short, understanding what people sometimes is easier said than done. If Shop-alongs, observational re- experienced or what they were a respondent can answer a question search and diaries help us detour the thinking during a past experience with a yes or a no you probably are murky underworld of memory and seems tantalizingly simple but we leading them. If you preface a ques- get us a couple of steps closer to what should not be led too easily into tion with, “In other words, it sounds a consumer is thinking or doing in temptation. We must not assume like you are saying…” you definitely the moment. Although all of these that a memory is a photographic are leading them. A better approach old-school methodologies have their representation of what occurred is to probe respondents with open- shortcomings, they at least can gen- because what people recall can differ, ended questions and neutral lan- erate some hypotheses about what is in ways both large and small, from guage. Rather than asking, “What driving behavior and purchase. what actually happened. As marketers, problems did you experience during Experience-sampling uses text- we must think carefully about how your stay at the Bedbug Inn?” you messaging to capture consumers’ and when we ask questions about a would better advised to ask, “Can you thoughts and behaviors in real time – past experience. We must try to get tell me more about your experience or close to it. For instance, if I want closer to being in the moment with at the Bedbug Inn?” to track your daily water consump- consumers rather than relying solely Another technique is to incor- tion, rather than asking you to esti- on their reproductions of the past. porate the respondents’ own lan- mate it from memory or even tally And, sometimes we should reconsider guage in your follow-up probes. If it at the end of the day, I could send whether consumer memory really is a satisfied guest tells you, “My stay you a text every 60 minutes asking the key that will unlock the strategic at the Bedbug Inn was like a night how many glasses you drank in the insights we need. in heaven,” it would be valuable to last hour. Similarly, if I want to un- follow up with a question like, “What derstand a patient’s journey with de- James Forr is a director, and Dominique Dove a senior research associate, at happened that made your stay like a pression, I could text that patient at Pittsburgh-based research firm Olson night in heaven?” In other words, be specific intervals and ask, “How are Zaltman. They can be reached at jforr@ mindful about going where consum- you feeling right now?” Experience- olsonzaltman.com and at ddove@ ers take you rather than taking them sampling relies on self-reporting olsonzaltman.com, respectively. where you want to go. and the data often lacks context and

44 Quirk’s Marketing Research Review // July 2016 www.quirks.com BIG IDEAS. REAL-WORLD SOLUTIONS. 2017

EXPO • WORKSHOPS • NETWORKING

WEST COAST NEW YORK February 2017 March 2017 TheQuirksEvent.com ••• mobile research Working with what they have Feature phones no barrier to conducting an effective conjoint study

| By Robin de Rooij and Robert Dossin

snapshot More than 70 million people with lower incomes are crossing the threshold into the middle class each year; virtually all of them reside in emerging economies. By the end of the decade, roughly 40 percent of the world’s population will have achieved middle- Despite some technical class status by global standards, up from less than 20 percent today. The rapidly limitations, a mobile growing ranks of middle-class consumers span a dozen emerging nations, not just the fast-growing BRIC countries, and include almost 2 billion people who spend a total study on Indonesian Mof $6.9 trillion annually. Research suggests that this figure will rise to $20 trillion consumers’ painkiller during the next decade – about twice the current consumption in the United States. Those in the lower socioeconomic classes (SECs) of developing countries in Asia, preferences produced Africa and South America may not have a lot of purchasing power now but they very useful results. represent a rapidly-growing market. For many multinational companies, these lower- income consumers present a key business opportunity. To ensure that companies can sell their products and services to this demanding group, it is important to use research to understand their preferences. With limited Internet penetration in many markets, targeting lower SECs is typically a difficult task. Running research online can be close to impossible because of the difficulty in securing a representative sample, as the PC and laptop are much less prevalent than mobile phones. Hence, researchers often turn to face-to-face interviewing instead. This method of recruitment can be costly, time-consuming, labor intensive and often unrepresentative of the total market due to the logistical constraints of in-person interviewing. Although desktop Internet reach is limited to reaching around 600 million people, current mobile Internet access is at 2 billion and growing. And the number of smartphone users is expected to reach 4 billion by 2020; that’s 80 percent of the adult population on Earth! As the gap between mobile and PC continues to widen, mobile is

quirks.com/articles/2016/20160710.aspx

46 Quirk’s Marketing Research Review // July 2016 www.quirks.com Announcing a new Research Organization featuring the Most Talented and Experienced Consultants in the World! Brilliant — Insightful Helping Your Top Line & Bottom Line To SKYROCKET

HIRE OUR TEAMS JOIN THE SAVITZ TEAM HOURLY FULL TIME 20+ POSITIONS, 20+ CATEGORIES SHORT TERM PER PROJECT IF YOU QUALIFY

We are seeking and featuring experts in the following areas:

ACCOUNT SERVICE CONSULTANTS PROJECT CONSULTANTS

MARKETING CONSULTANTS CATEGORY CONSULTANTS

ANALYTICAL CONSULTANTS STUDENT INTERNS

Savitz Research has been a Gold List Research and Insights Firm for 10+ Years. For more info go to SavitzConsulting.com 1735 Market Street, Suite A436 Tel: 267- 422- 4997 or 214-957-7167 Philadelphia, PA 19103 Email: [email protected] quickly replacing the laptop as the Table 1 main channel to the Internet. Now, with increasing mobile Painkiller Choice Internet penetration in emerging What is the most appealing attribute for consumers? countries, there is finally an Brand Units Per Pack Dosage (in mg) Price (local R) Format opportunity to access this target group through their smart phones – and even their low-tech feature phones. Top 3 (combination large 3 options: 3 dosages: 3 different 2 different manufacturer & local): prices: formats: Through the same development In the past decades, technology has Tylenol 24 tabs/caps 200 mg 7.19 tablets greatly impacted how we interact with the world around us. Where sending someone a message used to Novalgin 20 tabs/caps 300 mg 10.99 capsules

Anador 16 tabs/caps 500 mg 12.49

take a letter, an envelope, a stamp are exploring the limits of what is D’WellResearch and a few days for delivery, we can possible with mobile technologies user experience matters now interact instantly by chat or in each market, using both basic video-call with anyone we know. and advanced methodologies. For Research has gone through the developing countries, this means Your field partner same development, with pen-and- understanding how we can reach paper research becoming quickly consumers using a low-tech phone, for market research outdated. More and more research deploying advanced methods and in Asia is designed to take advantage of applying trade-off techniques to modern-day computing power forecast demand for specific products. and the interface of choice: the Ø Healthcare smartphone screen. Case study: Painkiller usage and Ø Automotive The steady development toward preferences in emerging markets Ø Smart..touch research conducted on smartphones In the very competitive painkiller devices (devices with a capable processor market, SKIM conducted a multi- Ø Finance and 3G or 4G accessibility) today country study using low-tech enables the easy rendering of highly phones to assess market demand Ø Agriculture sophisticated mobile Web surveys. based on individual brand choice, Ø Lifestyle It is possible to replicate sites like package size, dosage, type (tablet or Amazon and have respondents go capsule) and price. The study output through virtual shopping trips predicted significantly better than that perfectly mimic their real-life any previous forecasts and was very v India purchases. But the mobile reality consistent across markets, including v Indonesia in many developing markets is very Brazil, Indonesia and South Africa. v Philippines different from what researchers in Sample: It is clear that recruiting v Malaysia the developed world are accustomed through traditional online methods to. Most people in these groups still yields a sample skewed towards v Thailand use slow feature phones with small higher SECs. The same is true v China screens that are connected through when we recruit consumers who v South Korea much slower 2G networks, severely are smartphone users, which are v Japan limiting what’s possible with a more likely to be in a higher SEC. v other Asian typical device in five to 10 minutes. On the other hand, recruiting Countries This group is not used to shopping on consumers who use only basic Amazon on their phone, therefore a feature phones creates samples cool mobile survey that can replicate skewed towards lower SECs. To get that experience doesn’t add value. a truly representative sample, one mail : [email protected] Instead, it’s necessary to adapt to must recruit across all types of www.dowellresearch.com their reality and interact with the mobile devices. Because smartphone Call us : +372-57231801 devices they have access to. consumer penetration is not high in Forwarding-thinking researchers many emerging countries yet, it is

48 Quirk’s Marketing Research Review // July 2016 www.quirks.com important to ensure enough low-tech using this approach, up to 80 percent intensive nature and usually take users will be recruited. of feature-phone respondents who a lot of time because interviewers The mobile study in Indonesia, had already participated in the have to travel to the respondent, or for example, was successfully first part of the survey continued to vice versa. With mobile research, completed with just two days participate in the second part when respondents can easily access the of fieldwork in August 2015 and offered an incentive. survey from their phones and yielded 380 completes. Of those who The challenge of reengineering insights can be gained in half the responded, one-third used feature conjoint from tablet to phone is time. The cost of hiring staff is phones to complete the survey. The not trivial: Just try to fit this the also significantly reduced, thereby group consisted mainly of younger conjoint task shown in the table making this form of research age groups, with around half of the onto the display of a smartphone. relatively more affordable when respondents under 25 years old. Respondents were told to expect the compared to traditional methods. Design: Due to technical survey to take 10 minutes; it it took With its small screen sizes and limitations, it is often assumed on average only eight minutes. shorter interview length, research that more advanced research The Indonesian portion of the on mobile devices is now a solid methodologies cannot be deployed survey quite successfully showed alternative to in-depth research on feature phones. However, that brand is the most important in many countries. However, if one strips the survey of all attribute among consumers in when targeting lower-income SEC unnecessary components to focus the region and that Indonesians consumers, tailoring the survey for on the essentials, it is possible to use painkillers for headaches and low-tech phones is a requirement. deploy advanced conjoint techniques toothaches. Researchers also learned Finally, as business requirements on feature phones by enabling that respondents prefer tablets over of multinationals require increased consumers to do simple trade-offs capsules and – very importantly – access to lower-income consumers, the using their small screens. that they are very price-sensitive. demand for quick insights is growing. For the Indonesian component Using this survey design, Mobile phones – both smart and low- of the painkiller study, researchers researchers could predict future tech – are great tools for breaking set out to determine how consumers buying behavior with statistical down logistical and socioeconomic choose a painkiller and which are the rigor based on just five trade-off barriers for better access to consumers most appealing attributes. There were choices made by 380 consumers. in every corner of the world. two or three concepts shown on-screen When compared with their actual at a time. Consumers were asked to purchase choices, researchers were Based in Singapore, Robin de Rooij is director Asia Pacific complete seven different choice tasks, able to successfully predict with at Netherlands-based research each task varying the attributes of accuracy comparable to that of firm SKIM. He can be reached at the product (brand, units, dosage, traditional online studies. [email protected]. Based in price and format). In each task, the U.K., Robert Dossin is the firm’s respondents chose one concept that Half the time client solutions director EU. He can be they preferred most. This study was Traditional face-to-face interviews reached at [email protected]. engineered to be completed with only are usually costly due to their labor- 13 taps on a mobile phone. Survey length: Related to the point above, respondents typically WE SPECIALIZE IN FIELDING FOCUS STUDIES have a shorter attention span when IN REMOTE LOCATIONS - EVEN IN THE MIDDLE OF... answering a survey on a mobile phone compared to a laptop or a desktop or when being interviewed face-to-face. When setting up research to be conducted on a mobile device, the survey needs to be limited to the questions that truly contribute to answering the business question and avoid respondent fatigue. When a longer list of FOCUS ON THE RESEARCH. WE’LL DO THE REST. questions is necessary, it is best to split the research into multiple parts and ask respondents to participate in the second (or third) part at their own convenience for an additional incentive. This approach typically leads to higher involvement in www.ﬁ eldwork.com • 800-863-4353 phased surveys. In recent studies www.quirks.com July 2016 // Quirk’s Marketing Research Review 49 ••• government research Right on target Why address-based sampling is much more than just addresses

| By Ashley H. Hyon and Dennis Dalbey

snapshot The Computerized Delivery Sequence (CDS) File is the raw address file from the U.S. Postal Service containing nearly every deliverable postal address in the U.S. In its raw form it does not yield itself as a useful sampling frame. However, by merging it with For government-funded other public and commercial data sources to append additional geographic and demo- surveys, address-based graphic data, it can be transformed into a robust and versatile tool for survey research. The sources incorporated include those from the government, such as the American sampling offers a TCommunity Survey, Current Population Survey and decennial Census. In addition, a useful balance between myriad of ancillary data items such as telephone, name and demographics (i.e., age, gender, income, ethnicity, education, presence of child, etc.) can also be appended to the coverage and cost. addresses from a multitude of commercially available databases. Access to multiple data sources will result in the highest possible match rates and provide the ability to possibly increase the accuracy of the data items. Additional frame enhancements include amelioration of some of the known coverage problems associated with the CDS, particularly in rural areas where more households rely on P.O. boxes and contain inconsistent address formats. Another enrichment is the capability to geocode every address with all levels of census geography including census blocks.

Linear interpolation Addresses are geocoded using a method known as linear interpolation. Interpolation is a fancy way of saying estimation. The geocoded location of each address is estimated based on the range of numeric values between the starting and ending nodes for each street segment. Generally, every node is assigned two values – one odd and one even, such as 100-198 and 101- 199. The values of each node correspond to the known starting and ending addresses found on both sides of the street.

quirks.com/articles/2016/20160711.aspx

50 Quirk’s Marketing Research Review // July 2016 www.quirks.com Join the MREF in August for a service trip to Haiti. www.MRGivesBack.org Figure 1

Geocoded addresses are then plotted based on the numeric value of each address itself and in the range between the starting and ending node. For example, if we were to interpolate address 150 Main Street it would be approximately midway between 100 and 199 so the address would be plotted in the middle of the street segment and offset to the side of the street where the nodes correspond to the even numbers.

Using this method of geocoding will always be accurate enough to append the correct underlying geography to each based sampling (ABS) frame. were sought by survey researchers as ways address but not always with the precision ABS provides the highest coverage of dramatically reducing the time and of rooftop geocoding results. Here’s why: possible for an address sampling frame, costs in developing the sampling frame Interpolated geocoding will always provide making it the gold standard for mail without compromising quality. It should accuracy to the street level. That is to surveys. Figure 2 breaks out the ABS be noted that only locatable addresses can say, if the correct address and ZIP code frame by each address type. The counts be considered for this. This means P.O. are provided, the geocoded results will are distinct (each address is only counted boxes, rural routes, highway contracts and always be accurate enough to determine once) even though an individual address simplified addresses will be excluded. the correct underlying geography of can take on more than one characteristic Whether a field listing or an ABS the address. How close or how far the (i.e., vacant city-style address). The only methodology is used to develop the geocoded location is to the actual real- exception is that the drop points count sampling frame for in-person household world location of the address will vary is also included in the count of drop surveys, both will have inherent non- depending on factors such as urban/rural units. Simplified addresses are generally coverage issues that need to be addressed. settings, the distance between housing rural addresses without a physical street Several different approaches to coverage units, parks and open space, etc. address and are not included in the enhancement have been developed. For Housing units across the country vary ABS frame. Before the 911 conversion more information on these procedures in size, shape, distance from the street, campaign to try and get every address please view the AAPOR ABS Task Force urban, rural, suburban setting, etc. The locatable for emergency response services, Report available at http://bit.ly/25B7UUE. main concentration in this process is to the number of simplified addresses was get the correct census block appended to roughly 10 million. With the success of Three-stage sampling methodology the address record. Figure 1 illustrates the conversion campaign as well as with The following focuses on the sampling an example of street-level geocoding in other augmentations, the number of methodology and the linkage procedures different density settings and how the simplified addresses is currently 467,357. used to reduce the non-coverage bias by precision of each geocode changes between Researchers can also take advantage referencing a paper published by Westat, urban, rural, suburban settings while the of the ABS frame in designing sampling a long-standing research partner of accuracy stays the same. For addresses plans for in-person household surveys, Marketing Systems Group. Only the tip that can’t be geocoded at this level, census which typically involve a multi-stage of the iceberg will be covered but the geography is assigned based on the Zip+4 sampling methodology of primary full published paper detailing all the centroid and then the unmatched from sampling units (PSUs) and secondary research findings and citations can be there based on Zip+2 and, finally, down to sampling units (SSUs) based on census viewed in the Journal of Survey Statistics and the standard five-digit ZIP code centroid. blocks. The CDS file does not contain any Methodology, Vol. 2, No. 3, September 2014 Over 90 percent of the ABS frame is census geography so prior to ABS only edition in “Handling frame problems geocoded at the street level. traditional field listing (physically going when address-based sampling is used for This army of enhancements enables into the areas and listing every address in-person household surveys.” The paper researchers to develop more efficient in that segment) could be employed to was authored by Graham Kalton, Jennifer sample designs as well as broaden their develop the sampling frame of addresses. Kali and Richard Sigman of Westat. analytical possibilities through an As you can imagine, this is a very costly Access it at http://bit.ly/20TvjtW. expanded set of covariates for hypothesis and time-consuming process. Researchers For the study described in the testing and statistical modeling tasks. can now rely on the ABS frame to obtain aforementioned article, Westat To distinguish this amplified residential the list of addresses to sample from since implemented a three-stage sampling address frame from the original USPS CDS every address is geocoded to a census block. methodology. The study was a national file, it has been branded as the address- Approaches of utilizing the ABS frame household survey of over 65,000 sampled

52 Quirk’s Marketing Research Review // July 2016 www.quirks.com Figure 2 was also noted that including the no-stat addresses that are not part of the main ABS Frame (201603) ABS file could be considered as an option Address Type Count to decrease some of the non-coverage. City Style (street address) 120,570,990 No-stat addresses do come from the U.S. Rural Routes/Highway Contracts 110,153 Postal CDS file but are not part of the main CDS frame. These addresses can’t P.O. Box 14,185,527 be mailed to but they can be located for P.O. Box (Only Way to Get Mail/OWGM) 1,439,913 in-person household surveys. Currently Seasonal (vacation/second homes) 848,208 there are about 8 million no-stat Educational (off-campus housing) 95,575 addresses, with about 10 percent of them being occupied. Vacant (long-term 90-day vacancy) 2,795,503 Throwback (mail being forwarded to P.O. box) 239,408 Provides the best balance Drop Points (multi-dwellings with no unit information – one central mail drop-off) 740,559 Government-funded surveys are very Drop Units 2,134,144 concerned with coverage because they can’t afford to have any bias in their Drop Unit Augments 61,533 outcomes for the reason that policy and City Style Augments 58,689 program decisions are based on these P.O. Box Augments 20,604 findings. At the same time they also have Simpliﬁ ed Addresses 467,357 budgets that need to be met. In the case of in-person household surveys ABS provides households, sampled using a three- did see differences based the type of area the best balance between coverage and stage sample design. The third stage of (urban vs. rural). In urban areas the cost. One last note would be that ABS sampling involved selection of a sample accuracy was about 92 percent but for is not limited to this type of research. of addresses. Although the ABS frame was rural areas it was about 79 percent. On the contrary, it’s a workhorse for used as the primary source of addresses At the end of the study Westat probability-based panel recruitments, for this stage of sampling, as noted in the deemed that ABS proved to be an multimode surveys, non-response follow- article, “The main address sample was acceptable frame for in-person ups and for designing stratified samples supplemented by a sample of addresses household surveys, which coincides for the hard-to-reach populations, that were either not on the USPS lists or with the findings of other researchers providing the highest efficiency rates not locatable from those lists.” who specialize in this field. For some without jeopardizing coverage. Kalton, Kali and Sigman (2014) also small-scale surveys of urban areas, it echoed the same sentiment that the is possible that the ABS frame alone Ashley H. Hyon is AVP social science research, and Dennis Dalbey is senior geodemographer, coverage of locatable addresses in rural could be used as the sampling frame. at Marketing Systems Group, a Horsham, Pa., areas has greatly improved due to the For larger studies or in rural areas you research firm. They can be reached at 215- 911 conversion campaign. Aside from the would need to incorporate some sort of 653-7100 or at [email protected]. under-coverage due to the unlocatable coverage enhancement procedure. It addresses being excluded it can also be related to the accuracy of the geocoding. For example, an address can be right on NO MATTER WHERE YOUR CLIENT WANTS A FOCUS GROUP, the border of two census blocks and it YOU’LL THANK HEAVEN FOR OUR ANYWHERE TEAM. will be geocoded to one block but when physically viewed is actually in the other adjacent block. This can result in some addresses being geocoded outside the sampling area and, on the flip side, some addresses can be geocoded in that are actually outside the sampling area . To identify and correct for any discrepancies in geocoding, Kalton, Kali and Sigman (2014) chose to conduct an FOCUS ON THE RESEARCH. WE’LL DO THE REST. address coverage enhancement (ACE) procedure for some of the sampled areas. They had field listers physically go out and record whether the addresses identified on the ABS frame as being located in these areas were indeed in or out. It was reported that about 90 www.ﬁ eldwork.com • 800-863-4353 percent were correctly geocoded but they www.quirks.com July 2016 // Quirk’s Marketing Research Review 53 Top Customer Satisfaction and Loyalty Companies SPECIAL ADVERTISING SECTION

••• special advertising section

TOP Customer Satisfaction and Loyalty Companies

How do you know if your product or business is succeeding with consumers? You ask them!

Market research is all about the consumer and it’s important to know how they feel about a certain product, service or business. But the mind of the consumer is complex and requires many different methods to understand how they think, how they feel and how they are going to react to a product or business. Finding the right company that specializes in customer experience or customer satisfaction is important and can help provide valuable insights into what your customers are thinking. Whether through surveys, B2B International customer intercepts, concept testing or journey maps, the Founded 1998 | 120 employees right customer experience ﬁ rm can help navigate the important Matthew Harrison, CEO aspects of the customer journey, give valuable insight to assist with decision-making and help you understand and improve on B2B International is the largest B2B- ways to make your product, service or business more successful focused market with consumers. Here are companies that provide customer research firm experience and customer satisfaction services. with offices across North America, Europe and Asia-Pacific. Our client quirks.com/articles/2016/20160733.aspx portfolio includes 600

54 Quirk’s Marketing Research Review // July 2016 www.quirks.com Top Customer Satisfaction and Loyalty Companies SPECIAL ADVERTISING SECTION

tries, we conduct strategic qualitative and quantitative research in multiple localized languages on a worldwide basis. We help companies avoid costly mistakes by focusing on thorough front- end planning, appropriate support for research execution and action implementation at the back end. Phone 630-412-8989 www.customerlifecycle.us

Frieden Qualitative Services Founded 1984 Gary Frieden, CEO

Expert in customer satisfaction, loyalty programs and more. Insightful focus of the world’s largest 1,500 compa- groups and IDIs (in-person and online nies. We have conducted 3,000+ B2B Webcam) research studies spanning a wide from a range of sectors from traditional style I’ve heavy industry to financial and busi- Customer Lifecycle LLC developed ness services. From sole proprietors over 20 Founded 2008 | 18 employees years! With to corporates, from procurement to Karin A. Ferenz, CEO production – we know how to reach a Ph.D. in the right audiences and extract the in- psychology, I uncover telligence you need. As B2B specialists Customer underlying in branding, product development, Lifecycle motiva- segmentation, customer experience, is a global tional reactions and “get the ‘real’ pricing and more, we provide the most research stuff.” Respondents and clients enjoy comprehensive range of B2B research consultancy my high-energy sessions, creating services to give your brand a competi- working involvement. Other specialties: pack- tive edge. with B2B/ aged goods, advertising, new concept Phone 914-761-1909 B2C compa- development, positioning, medical, www.b2binternational.com nies to plan general consumers, seniors, Web sites, and conduct banking, wireless, automotive, bever- research to ages, fast food and more. I’ve been the accurately invited speaker at many qualitative identify conferences presenting my unique and mea- approach to focus group moderating. sure requirements for customer acqui- QRCA and MRA member and certified sition, satisfaction and loyalty, share PRC . Benefit from our collaboration! of wallet growth and retention. We help organizations get better business Phone 818-789-6894 www.garyfrieden.com results through improved integration of research findings into day-to-day operations. With reach to more than three million individuals in 160+ coun-

www.quirks.com July 2016 // Quirk’s Marketing Research Review 55 Top Customer Satisfaction and Loyalty Companies SPECIAL ADVERTISING SECTION more critical tasks. Gold Full Service™: Top Workplace. RTi’s customer loyalty Satisfaction research, new concept and and satisfaction practice specializes marketing testing. We specialize in in developing multi-phased, dynamic finding the right insights to help grow measurement programs targeted at Gold Research Inc. your business. building customer loyalty. We begin Founded 2006 | 10 employees Phone 800-549-7170 by uncovering the components of Nitin Sharma, CEO www.goldresearchinc.com satisfaction or loyalty among your customers and ultimately develop Market an ongoing measurement program research, to ensure a positive return on your shopper investment in customer care. insights Phone 203-324-2420 leaders rely www.rtiresearch.com on our: Gold Rti Research Intercepts™: Founded 1979 | 55 employees Guaranteed David Rothstein, CEO Real-Time Certified RTi helps turn Secret Shopper Surveys from insight into Credentialed Founded 1990 | 50 employees action. We are Paul F. Ryan, CEO Surveyors™. an innovative Optimum for satisfaction research, global full- exit interviews, audits, mobile service market At the core surveys anywhere in U.S., Canada. research of Secret Gold Journey Mapping™: Customized company and Shopper® is journey maps that display customer’s for more than our expertise entire path-to-purchase so you can three decades, in evaluating make targeted improvements and our clients your custom- impact buyers positively. Gold Research have counted ers’ experi- Back Office™: Outsource survey on us to connect the dots, tell the story ence online, programming, tabs, charting, report and influence action. We are an AMA on-site and development to us so you can focus on Top 50 company and a Connecticut on the phone. Try our digital audit to see how your users’ experience measures up while evaluating your SEO and SEM strategies to drive the right traffic to your site. Check out our on-site evaluations to gain vital customer experience details for your own business. Measure and analyze your competitors for a complete picture of the market. On-site merchandising services also available. Our phone audit program trains your employees to be warm, enthusiastic and courteous. Come visit our Web site www.secretshopper.com to learn more. Phone 763-525-1460 www.secretshopper.com

56 Quirk’s Marketing Research Review // July 2016 www.quirks.com Top Customer Satisfaction and Loyalty Companies SPECIAL ADVERTISING SECTION

ates from 30 offices in 21 countries, marketing decisions are made by bring- offering sample, data collection, CATI, ing consumers and brands together via questionnaire design consultation, the world’s largest social voting programming and hosting, online custom reporting and data processing. SSI’s 3,600 employees serve more than SSI (Survey Sampling 2,500 clients worldwide. Visit SSI at International) www.surveysampling.com. Phone 203-567-7200 Found 1977 | 3,600 employees www.surveysampling.com Chris Fanning, President and CEO

SSI is the community of nine million members premier across 49 countries. This real-time global pro- access to consumers is coupled with vider of data its state-of-the-art, market research solutions survey and analytics platform – and and technol- Toluna we couple state of the art technology ogy for con- Found 2000 | 1,200+ employees with broad respondent access to serve sumer and Frederic-Charles Petit, CEO the customer feedback needs for many business- of the world’s leading brands including to-business CVS Caremark and more. survey Toluna is a leading provider of real- Phone 203-834-8585 research. time digital consumer insights and http://corporate.toluna.com SSI reaches empowers companies to brainstorm respon- ideas, uncover new business opportuni- dents in 100+ countries via Internet, ties and answer their questions in real- telephone, mobile/wireless and time. Toluna is transforming the way mixed-access offerings. SSI staff oper-

www.quirks.com July 2016 // Quirk’s Marketing Research Review 57 and Steve Dodge as n Allen Wolff has Names of Note vice president of cli- joined Baldwinsville, ent development. N.Y., firm Research & Marketing Strategies n Cincinnati-based Inc. as QualiSight firm Directions lead telesurvey Research has hired associate. n Ron Magliocco Mike Herrel has joined Boston- as a Wolff based retail intelligence and merchan- development man- Herrel n New York mobile dising services company Survey.com as ager in the firm’s brand advertising chief customer officer. Business Intelligence company Kargo has appointed AJ Group. Additionally, Mathew as vice president of research, a n Research solutions firm E-Tabs has Shannon Goyda newly-created role. hired Russ Budden as consultant team has been hired as a manager for its head office in London. senior research ana- n Panos Mastrogiannis, chief lyst and will work information officer for retail n Philadelphia-based B2B media compa- remotely from the merchandising and marketing services ny NAPCO Media has appointed Nathan firm’s Greensboro, Goyda company SPAR Group Inc., White Plains, Safran as director of research to lead N.C., office. N.Y., will be leaving the company to the firm’s newly-created research team. pursue other opportunities. n U.K. research agency Future Thinking n San Francisco-based data connectiv- has appointed Adele Gritten as direc- n Dunkin’ Brands, the Canton, ity services provider LiveRamp has hired tor of key accounts. Mass.-based parent company of Jeff Smith as CMO. Dunkin’ Donuts and Baskin-Robbins, n Dublin-based e-commerce analytics has reported that Paul Twohig, n In the U.K., the Institute of company Profitero has appointed Daniel president of Dunkin’ Donuts U.S. Practitioners in Advertising has appointed King as president and COO, a new posi- and Canada, has decided to retire Clare McNally-Luke as head of re- tion within the company. at the end of the first quarter of search and survey management and 2017. The company plans to name a Dan Flynn as head of marketing and n Baldwinsville, successor before the end of the year sales for its survey, TouchPoints. N.Y., firm Research and is currently conducting a search & Marketing Strategies which will consider both internal n San Mateo, Calif., software and solu- Inc. (RMS) has hired and external candidates. Twohig tions firm Marketo Inc. has appointed John Dishaw as will remain in his current position Shankar Venkataraman as chief QualiSight admin- until a successor is appointed. scientist. istrative associate After that, he will remain actively for the firm’s RMS involved with the company until he Dishaw n U.K.-based qualitative agency Tonic QualiSight team. retires next year. Dunkin’ Brands Insights has hired Michael Aronsson has also promoted Chris Fuqua and Lauren Moranor as account execu- n Columbia, Md., marketing agency to senior vice president, Dunkin’ tives for its New York office. Merkle has appointed Peter Randazzo Donuts Brand Marketing, Global as chief technology officer, product. Consumer Insights and Product n Denver research firm iModerate has Innovation and Scott Hudler to appointed Michael Steinberg as senior n Probe Research Inc., New York, has chief digital officer. vice president of client development hired Latavia Curtis to further the firm’s client relations in major metro- n Dublin-based firm RED C Research politan markets across the U.S. & Marketing Ltd. has appointed Conor Murphy as director. n Nielsen, New York, has added Lauren quirks.com/articles/2016/20160712.aspx Zalaznick as an independent director n SmartBug Media, an Irvine, Calif., to the company’s board of directors. inbound marketing agency, has hired

58 Quirk’s Marketing Research Review // July 2016 www.quirks.com Katie Gutwein as a senior inbound while Jim Steber will join CFR’s board marketing agency Merkle has appointed marketing consultant. of directors. Sean Creamer as executive vice president and chief financial officer. n Research and n Kenetta Bailey has been named consulting agency senior vice president, marketing for CBS n The Urban Land Institute, a Washington, Research Partnership Radio, New York. D.C., nonprofit education and research has appointed Tom institute, has appointed Adam J. Nolte as director, n Columbia, Md., performance market- Smolyar as its chief marketing and head of business ing agency Merkle has appointed Neil membership officer. analytics, North Gissler as executive vice president, America, based global technology and delivery. n San Mateo, Calif., enterprise contract in the company’s Nolte lifecycle management firm Determine Philadelphia n U.K. retail and shopper data insights Inc. has promoted Rose Lee to chief headquarters. and consulting firm Kantar Retail has customer officer. appointed Cédric n Communicus Inc., a Tucson, Ariz., Guyot as its new CEO n Travis Santa has been named vice research consultancy, has named for Kantar Retail president of Branford, Conn., firm Tom Tessman as vice president, Virtual Reality. Touchstone Research Inc. senior director of client engagement to lead national business expansion n Los Angeles n Nick Hawley efforts. Tessman will be based in the nonprofit Women in has joined Seattle- Minneapolis market. Research has added based marketing Jane Frost, CEO organization Visit n Paul O’Donnell of the Marketing Frost Seattle as director of has joined Canada- Research Society, and marketing. based incentives Eric Salama, CEO of solutions firm Kantar Group, to its n Culver City, Hawley 360insights as its new advisory board. Calif., panel and chief revenue officer. survey software firm n U.K. nonprofit dataSpring has appointed Mark Sullivan n Southfield, organization NatCen as director of business development - O’Donnell Mich., shopper and Social Research has East Coast and Irene Wang as director consumer marketing appointed Nancy Salama of business development - China. firm The Mars Agency has appointed Elise Kelley as the director Wilfinger as EVP, corporate strategy of its Policy Research Centre. n Research Triangle Park, N.C., and brand officer. Wilfinger will be e-commerce firm ChannelAdvisor has based in the firm’s New York office. n Margie Omero has joined research- appointed Melissa Sargeant as CMO. based consultancy Penn Schoen Berland, n Julie Herendeen has joined the Washington, D.C., as executive vice n Jay White, CEO of Baltimore-based board of directors for Cambridge, Mass., president and will lead its U.S. Public firm Baltimore Research, retired on May marketing and sales software company Affairs practice. 29 at the age of 71. HubSpot. n Fairfield, Conn., firm GE has n The Main Street America Group, a n Jim Steber, founder and president promoted Linda Boff to vice Jacksonville, Fla., mutual insurance of St. Louis-based research company president, CMO. holding company, has promoted Darryl Communications for Research Inc. (CFR), Osman, director, personal lines product will retire after 18 years and sell the n Cincinnati research company Burke management and market research, to business to his son Colson Steber and Inc. has promoted Thania Farrar to vice assistant vice president. Curtis Burrow, both current executives president of research innovation. at the company. Colson Steber and n Portsmouth, N.H., researcher Opinions Burrow will assume the title of co-CEOs, n Columbia, Md., performance 4 Good has appointed Marco Otero as www.quirks.com July 2016 // Quirk’s Marketing Research Review 59 senior director, client development. based provider of mobile and non- n Cambridge, Mass., research and traditional marketing technologies for advisory firm Forrester has hired Mack n Facebook, Menlo Park, Calif., has the restaurant and retail industries, Brothers as chief consulting officer. appointed Shant Oknayan as head of has appointed Rick Muldowney as head e-commerce, retail and online services of analytics. n Experian Marketing Services, New at Facebook in the Middle East, North York, has appointed Jeffrey Wilks as Africa and Pakistan. n The Lightspeed Group, Warren, N.J., has executive vice president and general appointed Caroline Frankum as CEO, manager, Experian Marketing Suite. n Cloud-based incentive solutions firm Europe, Middle East and Africa and a Xactly, San Jose, Calif., has appointed member of the board of directors. n Port Washington, N.Y., researcher Micheline Nijmeh as its CMO. The NPD Group Inc. has hired Kellen n MFour Mobile Research, Irvine, Frank as vice president, product devel- n Target Corporation, Minneapolis, has Calif., has added Daniel Baker to its opment for NPD’s Retail Business Group hired Mark Tritton as executive vice operations team as a project manager. sector. He will be based in Bentonville, president and chief merchandising of- Ark. ficer. Additionally, Jason Goldberger n New York app-based communications will assume the newly created role provider Multimedia Plus has hired n Adobe, San Jose, Calif., has named of chief digital officer and president, Robert Guadalupe as SVP, sales and Cynthia Stoddard as senior vice presi- Target.com. marketing. dent and chief information officer. n Atlanta-based consulting, training n Venice, Fla., enzyme supplement n Customer engagement firm Rosetta, and research firm Butler Street has ap- company Enzymedica has appointed New York, has hired Colleen McDuffe pointed Jefferson Allen as CMO. Kevin Tautkus as executive vice as group vice president of marketing president of marketing. and communications. n Mobivity Holdings Corp., a Phoenix-

60 Quirk’s Marketing Research Review // July 2016 www.quirks.com entered into a definitive agreement which has been a partner of eBay’s to acquire Livefyre, a San Francisco- since 2010, most recently helping Research based content curation and audience with eBay’s structured data initiative. engagement company. Livefyre will be Financial terms of the acquisition were Industry News part of Adobe Experience Manager and not disclosed. Upon the close of the integrated across Adobe Marketing Cloud transaction, Expertmaker’s employees to make user-generated content available will join eBay’s structured data product across all eight digital marketing and technology team. Lars Hard, solutions. Expertmaker’s founder and CEO, will join News notes as director, data science. n Information and technology services n Los Angeles nonprofit Women in company IMS Health and product n London-based media group Dentsu Research (WIRe) held its first WIRexec development and integrated health Aegis Network has acquired Shanghai Retreat in Sausalito, Calif., on May 12 care services firm Quintiles have VeryStar Internet Science and and 13. Presenters covered topics such been approved for a definitive merger Technology Co. Ltd., a mobile and as business strategy, leadership and agreement by their respective boards online retail commerce agency in China. empowerment and practical issues such of directors where the companies will VeryStar will become part of Dentsu Aegis as securing funding for growth. be combined in an all-stock merger of Network’s digital agency Isobar China equals transaction. The merged company and will be known as VeryStar - Linked by Acquisitions/transactions will be named Quintiles IMS Holdings Isobar. Milan Jiang, founder and CEO of Inc. The combined company expects to VeryStar, will continue to lead the newly- n Jersey City, N.J., data analytics maintain dual headquarters in Danbury, formed company. provider Verisk Analytics Inc. and New Conn., and Research Triangle Park, N.C. York private equity firm Veritas Capital Ari Bousbib, chairman and CEO of IMS n Washington, D.C., marketing analytics have signed a definitive agreement under Health, will become chairman and CEO firm TrackMaven has acquired San which an affiliate of Veritas Capital has of the merged company. Tom Pike, CEO Francisco-based attribution analytics agreed to acquire Verisk’s health care of Quintiles, will become vice chairman. platform 10Stories. The company services business, Verisk Health, for $820 The company’s board of directors will be also announced a new joint product, million. The transaction is subject to comprised of six directors appointed by TrackMaven Attribution, which allows regulatory approvals and other customary the Quintiles board of directors and six customers to track the impact of their closing conditions. Upon closing, Verisk directors appointed by the IMS Health marketing throughout the entire sales Health will be renamed and will operate board of directors. The lead director will funnel. With the acquisition, 10Stories as an independent company at its current be Dennis Gillings. The transaction is co-founders T.R. Jordan and Benjamin headquarters in Waltham, Mass. subject to customary closing conditions, Lu will join the TrackMaven team full- including regulatory approvals and time. Jordan and Lu will open a new n U.K.-based customer science company approval by both IMS Health and TrackMaven office in San Francisco and dunnhumby has ta ken an equity stake Quintiles shareholders and is expected to help to expand the company’s product in Aptaris, a Tampa, Fla., marketing close in the second half of 2016. and engineering teams. enterprise management software and services firm. The investment follows the n Dallas-based brand experience n Chicago-based research and insights announcement of a strategic partnership company Freeman has acquired Exhibit company Shapiro+Raj has acquired agreement in January between the two Surveys, a research and consulting Addison, Texas, social-listening analytics, firms to integrate their complementary firm. Exhibit Surveys and its employees visualization and engagement solutions software solutions. will continue to work from their offices firm MutualMind. Terms of the deal in Red Bank, N.J. The company will were not disclosed. With the acquisition, n San Jose, Calif., firm Adobe has retain the Exhibit Surveys brand in the Shapiro+Raj will combine MutualMind’s marketplace for the immediate future digital technologies with its current and operate under FreemanXP, Freeman’s research and strategy products and brand experience agency. services to bring insights to its clients.

n EBay, San Jose, Calif., has agreed to Alliances/strategic partnerships quirks.com/articles/2016/20160713.aspx acquire Sweden-based machine learning and big data analytics firm Expertmaker, n Auburn Hills, Mich., research firm

www.quirks.com July 2016 // Quirk’s Marketing Research Review 61 Gongos Inc. and Minneapolis consulting is adopting IBM Cloud to host its its relationship with customer Delvinia firm Panoramix Global have formed neuroscience omnichannel data analytics for another three years. Toronto-based a strategic partnership to help clients platform for improved performance and digital innovation company Delvinia understand and analyze business trends scalability. Through its partnership with leverages the Confirmit Horizons and their impact on strategy and product IBM, Armonk, N.Y., and the move to platform for its AskingCanadians and development efforts. IBM Cloud, evolve24 plans to improve its AskingAmericans online data collection competitive advantage, enhance client businesses, as well as Methodify, a n As part of its strategic alliance with experiences, expedite new feature delivery research automation platform. Vermont Information Processing (VIP), and provide new channels to market. a Colchester, Vt., supplier of wholesaler Association/organization news depletion data to the alcohol beverage n Pharmaceutical Marketing Research industry, New York-based Nielsen’s scan Group (PMRG) Executive Director n AAPOR, ESOMAR and WAPOR have data reports will be available within Stephanie Reynders has formed a collaborated to launch an international VIP iDIG analytics and reporting tool. partnership with the Marketing online training tool for journalists to The integrated tool will provide iDIG Research Institute International help improve media reporting about polls users a view of VIP-collected depletion (MRII) designed to learn more about and survey results. Aimed at journalists, and operational metrics with Nielsen- how the introduction of new research media students, bloggers, voters and collected and reported point-of-sale data techniques impacts the careers of anyone interested in why polls work and for all brands and items in a category research practitioners. The new study how they are conducted, the course is across multiple geographic markets and will be based on earlier work first hosted by the Poynter Institute, which retailers. VIP acquired Nielsen’s Beverage presented at last year’s Corporate provides online training for journalists. Data Network assets last year. Researcher Conference. The study The course aims to help journalists focused on client and supplier use of and understand and interpret opinion polls n Millward Brown Digital, New York, attitudes toward 34 different research to ensure their reports are as objective and Pinterest, San Francisco, have techniques. It also asked practitioners as possible and identify what they need formed a partnership that allows U.S. how introducing a specific innovation to know about a study so they can more advertisers to measure the impact of affected their careers. PMRG and MRII critically assess poll quality. The content their Pinterest campaigns on brand plan to expand the study into the is based on a course originally developed metrics including awareness, favorability health care industry to understand the for the U.S. by AAPOR. It has been and purchase intent. Brand Lift Insights, specific challenges and opportunities updated to cover the latest methodologies Millward Brown Digital’s solution used of health care research practitioners including online polls and expanded to measure the impact of campaigns, as they seek to introduce new research with examples from all over the world provides insights into campaign impact techniques into their work. PMRG and for international coverage. The course is on brand measures, allowing marketers to MRII will use the research to improve available free of charge. make strategic decisions on their current and enhance their educational programs and future campaigns. Specific to the and offerings. Results will be released to Awards/rankings Pinterest platform, the solution answers the general public at the 2016 PMRG Fall questions such as: How do Promoted Pins Institute in Cherry Hill, N.J. n RealityMine, a U.K.-based provider on Pinterest shift consumers’ perceptions of mobile research technologies of my brand? Are people more aware of n Experian DataLabs in North America and consumer analytics, has been my brand after exposure to Promoted and San Diego, Calif., mobile engagement awarded the 2016 Queen’s Award Pins on Pinterest? Using Millward and location intelligence solution Gimbal For Enterprise. The company was Brown Digital’s practices for measuring Inc. are working together on data and recognized for outstanding achievement advertising effectiveness, surveys are advanced analytics experiments. By in international trade by the awards, delivered directly in the Pinterest app, leveraging Gimbal’s suite of macro-location which are made annually by HM The allowing consumers to receive the geofencing and micro-location beacons, Queen to U.K. businesses. In addition survey in the same environment as they the findings could help retailers offer to international trade, awards are also saw the ad without interrupting their instant credit to customers as soon as they given for innovation and sustainable experience. Pinterest also offers in- walk into a store, as well as give creditors development. The firm was awarded house experimental design technology the ability to prequalify their customers on for the growth it has achieved since its to identify causal relationships between demand for car and home purchases based inception in 2012. ad exposure and change in attitudes. on the location of their mobile devices. Pinners who would have normally been Experian’s DataLabs facility in San Diego, n InCrowd, a Boston-based provider of exposed to campaign advertisements Calif., is outfitted with Gimbal beacons real-time market intelligence to health are pre-selected before the campaign to help Experian’s data scientists use care and life sciences firms, has been runs and, instead of a campaign ad, the experiments to analyze data and deliver included in the “Cool Vendors in Life control group is shown a PSA ad. greater competitive advantages. Sciences, 2016” report published by Stamford, Conn., researcher Gartner Inc. n St. Louis-based data analytics and n Oslo, Norway, customer experience consumer insights provider evolve24 software firm Confirmit has extended n Netherlands-based data collection

62 Quirk’s Marketing Research Review // July 2016 www.quirks.com software provider Nebu has been and computer devices. The audience n Forrester Research Inc., Cambridge, nominated for the Rabobank Pioneer contributions from the digital devices will Mass., has reported total revenues of Award at the Dutch Crowdfunding be included in the TV ratings. $77.4 million for the first quarter of 2016, Awards 2016. Last year Nebu ran a compared with $75.2 million for the successful crowdfunding campaign via n Business event C2 Montréal has first quarter of 2015. Research revenues Symbid, The Crowdfunding Network. The selected Montréal-based survey software increased 3 percent and advisory services firm’s objective is to accelerate its growth. firm Voxco as its official survey and events revenues increased 4 percent technology partner. Voxco’s multi-mode compared with the first quarter of 2015. n Jonathan Price, CEO of digital rewards survey platform will be used for the company Virtual Incentives, Atlanta, event’s attendee feedback program. n San Mateo, Calif., marketing software has been named a winner in the CEO Volunteers with tablets administer firm Marketo Inc. has reported that its World Awards in the Most Innovative CEO surveys both inside and outside the event, revenue for first-quarter 2016 increased category. Price won a gold level award allowing C2 to have a live read of shifting 35 percent year-over-year to $62.2 million. for his work in using technology to drive attendee satisfaction levels during the Deferred revenue increased 37 percent new end-to-end solutions for the digital event and instantly take action on year-over-year to $91.7 million. rewards and incentives space, including the results if necessary. The feedback the development of the industry’s e-gift program also includes post-event online n Stamford, Conn., researcher Gartner card, Virtual Visa and Virtual MasterCard surveys to measure additional aspects of Inc. has reported total revenue of delivery technology. attendee satisfaction and help evaluate $557.3 million for first-quarter 2016, an the economic impact of the overall increase of 18 percent over first-quarter n In New York, Justin Edge, researcher conference. 2015. Research revenue for first-quarter GfK’s global head of health, has received 2016 was $440.3 million, up 16 percent PBIRG’s President’s Award for his New companies/new divisions/ compared to first-quarter 2015 and contributions to pharma and health relocations/expansions consulting revenue was $84.9 million, an market research. Kai Bode, consumer lead increase of 11 percent compared to first- for customer strategy and innovation at n Wilton, Conn., B2B research and quarter 2015. Merck and president of PBIRG, presented advisory firm SiriusDecisions has the award at the organization’s annual opened its first office in Latin America, n Redwood City, Calif., audience general meeting. The President’s Award located in Mexico City, and has appointed technology company YuMe Inc. has is given each year to a pharmaceutical Paulo Kalapis as Mexico country manager. reported revenue of $39.2 million for market research expert who has provided first-quarter 2016, compared to $40.1 service and support to PBIRG and its goals n Dublin-based research agency RED million in the first quarter of 2015. of delivering research excellence and C Research & Marketing Ltd. has expertise in the field. opened a new London office in Soho. n In the first three months of the RED C Research UK Ltd. is a new joint year, Nuremberg, Germany, firm GfK New accounts/projects venture between the agency, together Group sales totaled €360.5 million and with Richard Barton and Charlotte organic growth amounted to 0.9 percent. n Warren, N.J., research firm Butterworth, who both left their MD roles Currency effects led to a slight overall Lightspeed GMI has signed a multi-year in February to set up the new business. decline in sales of 0.6 percent when contract with Reston, Va., firm comScore compared with the first quarter of the to assist in building and maintaining n Marcie Berenson, a market research previous year. Adjusted operating income its Total Home Panel. Concentrating health care industry veteran, has opened increased to €32.1 million in the first on U.S. households, the panel will her own firm, Connected Research three months of the year, equating to enable comScore to measure and better & Consulting, based in Boca Raton, an improvement of 17.6 percent on the understand the totality of household Fla. Berenson and her team manage previous year’s figure. The GfK Group’s Internet traffic across all device types global health care and B2B specialty margin rose by 1.4 percentage points to including PCs, mobile, tablet, game recruiting, including ethnos with B2B 8.9 percent. consoles, connected television and the and recruitment and management of ad Internet of Things. To lead this initiative, boards for pharma projects. n Wellesley Hills, Mass., data Lightspeed GMI has hired Chris Fabber as management and customer engagement vice president, behavioral panels, AMS. Research company earnings/ software firm RedPoint Global Inc. has ﬁ nancial news raised $12 million in Series C funding n Univision Communications Inc., a led by Grotech Ventures and WP Global New York-based multimedia company, has n Paris-based researcher Ipsos has Partners LLC. The funding will enable signed an agreement for New York-based reported revenue of €386.9 million for RedPoint to expand operations to meet Nielsen’s National and Local Digital in TV the first quarter of 2016, up 1.9 percent demand in international markets, Ratings services. Univision and UniMás compared to the same period last year. cultivate a growing partner ecosystem Networks as well as local affiliate stations Total organic growth was reported at 3.7 and accelerate development of new will receive audience estimates of linear percent for the first quarter of 2016. product offerings. television content viewing on mobile www.quirks.com July 2016 // Quirk’s Marketing Research Review 63 CALENDAR OF EVENTS ••• can’t-miss activities

IIR will hold its OmniShopper September 13-14 in Chicago. Indian Wells Resort and Spa Qualitative 2016 event on event on July 10-13 at the Visit www.digitalcustomerexp.com. in Indian Wells, Calif. Visit November 13-15 in Berlin. Radisson Blu in Chicago. Visit mobileshopping.wbresearch.com. Visit www.esomar.org. marketing.knect365.com/ The Merlien Institute omnishopper. will hold its MRMW Europe IIR will hold The Market ESOMAR will hold its Big conference on September Research Event 2016 on Data World conference on Unicom will hold its Next 14-15 at the Millennium October 17-20 at the Boca November 15-17 in Berlin. Generation Testing conference Hotel Mayfair in London. Visit Raton Resort and Club in Boca Visit www.esomar.org. on July 14 in London. Visit eu.mrmw.net. Raton, Fla. Visit www.iirusa. conferences.unicom.co.uk/ com/research/event-home.xml IIR will hold its OmniShopper next-generation-testing. Richmond Events will host The International event on Market Insight Forum USA on NMSBA will hold its Shopper November 15-17 at the Unicom will hold its AI, September 15 at the Harvard Brain Conference - Europe London Marriott West India Machine Learning and Sentiment Club in New York. Visit on October 20-21 at Hotel Quay Hotel in London. Visit Analysis Applied to Finance on us.marketinsightforum.com. Casa400 in Amsterdam. Visit marketing.knect365.com/ July 14-15 in London. Visit www.shopperbrainconference. omnishopper-intl. conferences.unicom.co.uk/ ESOMAR will hold its annual com/amsterdam. sentiment-analysis. Congress on September The Strategy Institute 18-21 in New Orleans. Visit PMRG will hold the 2016 PMRG will hold its Fifth National The Merlien Institute will www.esomar.org. Institute on October 24-26 Summit on Data Analytics for hold its MRMW North America at the Crowne Plaza in Cherry Healthcare event on December conference on July 18-19 MRA will host the Corporate Hill, N.J. Visit www.pmrg.org. 7-8 in Toronto. Visit www. in Fort Worth, Texas. Visit Researchers Conference healthdatasummit.com. na.mrmw.net. on September 26-28 at The Strategy Institute will The Westin St. Francis San hold its 2nd Annual People QRCA will hold its 2017 QRCA IQPC will hold its 5th Francisco on Union Square Analytics Summit Canada Annual Conference on January Annual Customer Insight and in San Francisco. Visit www. event on October 25-26 18-20 at the JW Marriott Analytics Summit on August marketingresearch.org. in Toronto. Visit www. Los Angeles L.A. LIVE in Los 22-24 in Austin, Texas. Visit peopleanalyticscanada.com. Angeles. Visit www.qrca.org. bit.ly/1qk233M. The Strategy Institute will hold its 3rd Annual Digital Research & Results will hold The 2017 Pharma CI Europe The Australian Market and Customer Experience Strategies its annual conference on Conference and Exhibition Social Research Society will Summit on September 21- October 26-27 at the MOC will be held on February hold its National Conference on 22 in Chicago. Visit www. Convention Center in Munich. 21-22 at the Prague Marriott September 8-9 at the Grand digitalcustomerexp.com. Visit www.research-results. Hotel in Prague. Visit europe. Hyatt in Melbourne, Australia. com/home/index.html. pharmaciconference.com. Visit www.amsrs.com.au. Sawtooth Software will hold its Sawtooth The American Statistical To submit information on The 2016 Pharma CI USA Software Conference 2016 Association will hold its your upcoming confer- Conference and Exhibition on September 26-30 International Conference ence or event for pos- will be held on September 13- in Park City, Utah. Visit on Questionnaire Design, sible inclusion in our 14 at the Hilton Parsippany sawtoothsoftware.com/ Development, Evaluation and print and online calen- Hotel in Parsippany, N.J. Visit training/conferences. Testing (QDET2) event on dar, e-mail Sara Cady at usa.pharmaciconference.com. November 9-13 at the Hyatt [email protected]. For a Worldwide Business Research Regency Miami in Miami. Visit The Strategy Institute will hold will hold its Mobile Shopping www.amstat.org. more complete list of up- its Third Annual Digital Customer Summit 2016 on October coming events visit www. Experience Strategies Summit on 17-19 at the Renaissance ESOMAR will hold its Global quirks.com/events.

64 Quirk’s Marketing Research Review // July 2016 www.quirks.com INDEX OF ADVERTISERS This issue of Quirk’s is made possible by our valued advertisers. Their ongoing support – along with that of the other companies and organizations that market themselves on our Web site, e-newsletter and related outlets – helps us bring you Quirk’s and all of its associated resources. When you contact the organizations listed below, let them know you saw their ad in Quirk’s!

Affordable Samples, Inc...... p. 34 Marketing Research Education Foundation ...... p. 51 800-784-8016 | www.affordablesamples.com 903-484-MREF | www.MRGivesBack.org

ATP Canada Software & Services Ltd...... p. 11 Marketing Systems Group ...... p. 41 905-889-8742 | www.rosetta-intl.com 215-653-7100 | www.m-s-g.com

C&C Market Research, Inc...... p. 23 Midwest Video, Inc...... p. 19 479-785-5637 | www.ccmarketresearch.com 248-583-3630 | www.midwestvideo.com

Clear Seas Research ...... pp. 8-9 MindField Online ...... p. 7 248-786-1683 | www.clearseasresearch.com 304-343-9650 | www.mindﬁ eldonline.com

Consumer Opinion Services, Inc...... p. 31 Murray Hill National ...... p. 43 206-241-6050 | www.consumeropinionservices.com 972-707-7645 | www.murrayhillnational.com

D’Well Research ...... p. 48 Nielsen ...... Inside Back Cover 372-57231801 | www.dowellindia.com 917-209-0559 | www.nielsen.com

Esearch.com, Inc...... p. 42 Restaurant Research Associates ...... p. 29 310-265-4608 | www.esearch.com 714-368-1890 | www.RestaurantResearchAssociates.com

Field Agent, Inc...... p. 5 RIVA Training Institute ...... p. 39 479-236-4262 | www.ﬁ eldagent.net 301-770-6456 | www.RIVAinc.com

Fieldwork Network ...... pp. 11, 49, 53 Savitz Consulting ...... p. 47 800-TO-FIELD | www.ﬁ eldwork.com 214-763-7590 | www.savitzconsulting.com

Focus Groups of Cleveland ...... p. 35 Sawtooth Software, Inc...... p. 27 216-901-8075 | www.focusgroupsofcleveland.com 801-477-4700 | www.sawtoothsoftware.com

Focus Pointe Global ...... p. 3 Schlesinger Associates, Inc...... Inside Front Cover 888-873-6287 | www.focuspointeglobal.com 866-549-3500 | www.schlesingerassociates.com

FocusVision ...... p. 37 Scientiﬁ c Telephone Samples ...... p. 25 800-433-8128 | www.focusvision.com 800-944-4STS | www.stssamples.com

I/H/R Research Group ...... p. 15 SSI ...... Back Cover 800-254-0076 | www.ihr-research.com 203-567-7200 | www.surveysampling.com

Quirk’s Marketing Research Review, (ISSN 08937451) is issued monthly by Quirk Enterprises Inc., 4662 Slater Road, Eagan, MN 55122. Mailing address: P.O. Box 22268, St. Paul, MN 55122. Tel.: 651-379- 6200; Fax: 651-379-6205; E-mail: [email protected]; Web address: www.quirks.com. Periodicals postage paid at St. Paul, MN and additional mailing offices. Subscription Information: U.S. annual rate (12 issues) $70; Canada and Mexico rate $120 (U.S. funds); international rate $120 (U.S. funds). U.S. single-copy price $10. Change of address notices should be sent promptly; provide old mailing label as well as new address; include ZIP code or postal code. Allow 4-6 weeks for change. POSTMASTER: Please send change of address to QMRR, P.O. Box 22268, St. Paul, MN 55122. Quirk’s Marketing Research Review is not responsible for claims made in advertisements.

www.quirks.com July 2016 // Quirk’s Marketing Research Review 65 ••• Conversations with BEFORE YOU GO corporate researchers 10 minutes with... Cara Woodland Global Voice of the Customer Manager, Columbus McKinnon Corporation

What was your journey to becoming the global voice of the customer manager at Columbus McKinnon Corporation? I spent the first 10 years of my career consulting with Fortune 500 companies to help them better understand their customers’ needs, wants and pain points and put those insights into action by either filling their product pipeline with potential new product concepts or developing more impactful marketing strategies. Following this, I worked on the client side in finance and banking to help business leaders apply marketing and market research insights to positively impact customer engagement, customer experience and internal processes. After a merger in the banking world, I was given the exciting opportunity with Columbus McKinnon to build the company’s global voice of the customer program and partner with the organization as it becomes more customer-centric, invigorates its product line and meets strategic objectives.

Talk about a recent win for the voice of the customer program and what you learned from it. Columbus McKinnon is a well-established organization and a formal voice of the customer process is a newer concept to us. With any new program, you would expect some resistance to a new process and change. However, from senior leadership to our manufacturing plant workers, there is a recognized need to be more “From senior leadership to customer-centric and they have all embraced the opportunity to interact and better understand our end user. In addition, the team has been excited to learn how voice of the customer can impact areas beyond the traditional “fuzzy front-end” of prod- our manufacturing plant uct development. This has made a typical uphill climb for my role much easier.

What is the biggest challenge when looking to connect with customers workers, there is a recognized within your industry? Conducting business-to-business research is typically a more difficult endeavor. However, accessing our end users adds an additional layer of complexity for us. need to be more customer- Given that Columbus McKinnon is an industrial manufacturer of hoists, chain and rigging products, our end users tend to be manual labor workers in large companies in industries such as manufacturing, heavy construction, mining, centric and they have all oil, gas and entertainment. Many of these industries, such as automotive, have a very real concern with competitive intelligence leaks, which increases resistance to research. There are also safety concerns when using our product, embraced the opportunity as it is used to lift and secure heavy objects in extreme conditions, dangerous environments, tight spaces and remote locations. Many companies either do not have the space, are not in accessible locations or are not willing to take the risk to interact and better of having additional people in their work environment.

understand our end user.” In addition, the company has traditionally sold its products through distribu- tors or channel partners and although they are an important voice and part of our value chain, most of our end-user information has come through them rather than through regular contact with our end user. Given this, we do not have a solid end user base to build from and not only have a unique challenge of Read the full interview at quirks.com/ articles/2016/20160722.aspx. finding end users but then in getting approval to interview or observe them in action in their work environment

66 Quirk’s Marketing Research Review // July 2016 www.quirks.com THINK YOUR AD IS GOOD? WE CAN MAKE IT GREAT.

Surveys capture important consumer feedback, but are only part of the story. All too often, consumers can’t or won’t tell you how they’re truly feeling.

Nielsen’s integrated suite of proven neuroscience tools helps you get at the truth of how people respond to your ad, so you can run your campaign with confidence.

Learn more at nielsen.com/consumerneuroscience

ŤEEG ŤBiometrics Ť Facial Coding Ť Eye Tracking Ť Self-Report No one Gets Mobile Like SSI.

It is estimated that by 2020 the number of global consumers using smartphones will exceed... 6 BILLION

How will you reach them?

*Source: TechCrunch, 2015 Learn more at surveysampling.com