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Proceed with Caution Risk and Safety in the Mr Field For marketing research and insights professionals PROCEED WITH CAUTION RISK AND SAFETY IN THE MR FIELD PLUS Best practices for key driver analysis Disrupters vs. Traditionalists - who’s right? 2019 MR regulatory recap ADVERTISING SECTION Quirk’s Marketing Research Review December 2019 16 Top Physicians Research Volume XXXIII Number 9 Companies www.quirks.com WHAT SETS US APART? An unparalleled understanding of quality drivers World-class experts in panel, sample, and recruitment A collaborative and consultative approach Global and hybrid solutions at our fingertips Discover the full value of our quantitative advantage at SchlesingerGroup.com. Quirk’s Marketing Research Review CONTENTS December 2019 • Vol. XXXIII No. 9 DEPARTMENTS 6 Click With Quirk's page 38 8 In Case You Missed It... 11 Ask The Expert For marketingmarketing research and insightsinsights professionalsprofessionals page 12 Survey Monitor 32 18 Product and Service Update 64 16 Top Physicians Research PROCEED WITH page Companies CAUTION RISK AND SAFETY IN THE MR FIELD 46 70 Names of Note 72 Research Industry News PLUS Best practices for key driver analysis page Disrupters vs. Traditionalists - who’s right? 74 Calendar of Events 2019 MR regulatory recap 54 75 2020 Focus Group page Facility Directory 64 125 Index of Advertisers 126 Before You Go… Quirk's Marketing Research Review 4662 Slater Road | Eagan, MN 55122 651-379-6200 | www.quirks.com ADVERTISING SECTION Quirk’s Marketing Research Review Publisher • Steve Quirk December 2019 16 Top Physicians Research Volume XXXIII Number 9 [email protected] | x202 Companies www.quirks.com Editor • Joseph Rydholm [email protected] | x204 Digital Content Editor • Emily Koenig ON THE COVER 54 A (data) gathering storm? [email protected] | x210 38 Fielding risks An update on legislation and News Editor • Sarah Freske [email protected] | x212 Strategies for ensuring regulation impacting the insights researcher safety industry in 2019 Audience Development • Ralene Miller By Howard Fienberg [email protected] | x201 By Sam Evans and Kinsey Gimbel Production Manager • James Quirk 60 Like humans, only smarter [email protected] | x206 Thoughts on the origins of Directory Sales • Ilana Benusa TECHNIQUES artifi cial intelligence and machine [email protected] | x213 learning V.P. Sales • Evan Tweed 42 Hear, here [email protected] | x205 Listening well for great research By Jerry Thomas Sales • Tammy Job stories [email protected] | x211 By Julia Eisenberg COLUMNS European Sales • Stewart Tippler [email protected] | +44(0)7989-422937 46 There are no absolutes 10 Trade Talk As they argue the health and Case study captures focus groups ••• moving? make sure viability of MR, those pushing new at their fi nest Quirk’s comes with you! approaches and those resisting By Joseph Rydholm them need to take a long look at Send change of address information to [email protected] their positions. Both are commonly 28 By the Numbers using fl awed logic. A solution to the NPS conundrum Download the Quirk’s iPad, iPhone By Ron Sellers By Paul Abel and Kelsey Goings or Android app to view this issue. 50 Get ’em talking 32 Data Use An interactive downloadable PDF of Storytelling as an input, not just Best practices for implementing this magazine is available at www. quirks.com/pdf/201912_quirks.pdf. an output key driver analysis By Susan Fader By Michael Garver Follow us on Twitter @QuirksMR. 4 Quirk’s Marketing Research Review //December 2019 www.quirks.com ••• online, e-newsletter CLICK WITH and blog highlights // Noted Posts ••• events Quirk's Blog Smart badges at Quirk’s! Retail therapy? Study reveals female clothes buying behaviors n 2019 we https://bit.ly/34kijW5 Ipartnered with Klik to introduce interactive badges Mascot matchup: The most to the Quirk’s memorable brands Event, providing https://bit.ly/34pS68z an easy and fast way for attendees to network. At- Eco-friendly packaging in tendees in close Europe proximity quickly https://bit.ly/2NyxYKK exchanged information by simply both pressing and holding down the bottom of the badge. The smart badge technology allowed Quirk’s to track the total number of unique contacts made during our 2019 events, equaling more than 76,000! Research Industry Voices We are excited to announce that Quirk’s will be using the smart badges again in 2020! Using the smart badge and event app, attendees will again be Tips for localizing your global able to request meetings with vendors or other attendees, view profiles of e-commerce strategy exhibiting firms, keep track of all personal events, store connections, receive https://bit.ly/36oeyAN content from speaking sessions and more. The smart badge puts you in charge of the content you receive and connections you make! A brand perspective: Mattel To learn more or register for the events, visit www.TheQuirksEvent.com. releases gender-neutral doll https://bit.ly/2pyLA0v Kohl’s fi ghts to remain relevant with new strategies https://bit.ly/2q9OfxK // E-newsworthy Research Careers Blog Alexa, what’s the state of voice Recovering from interview shopping in 2019? failure: a guide quirks.com/articles/2019/20191025-3.aspx https://bit.ly/36mVoLK Integrating data through mixed Losing the right candidate to and multi-method research the wrong questions quirks.com/articles/2019/20191025-1.aspx https://bit.ly/2BYX00n The importance of race and socioeconomic status to The dark side of consulting (and LATAM sample what it takes to power through) quirks.com/articles/2019/20191026-1.aspx https://bit.ly/337937J 6 Quirk’s Marketing Research Review //December 2019 www.quirks.com In Case You Missed It news and notes on marketing and research ••• consumer psychology I’ll have what she’s having e conform with our peers on numbers-based aspects of food orders but Wnot quality-based aspects, such as flavor, in order to prevent social dis- ••• employee research comfort, according to research by Kelly Haws, Vanderbilt professor of market- ing at the Owen Graduate School of Management. Are hot desks a Haws and her colleagues conducted an experiment to explore the phenom- enon of selective peer pressure on our food choices, aiming to tackle questions hot mess? about how we eat when we’re with others and how our choices are impacted by what others do. he concept of “hot-desking” – a kind The research found that con- Tof offi ce design in which workers sumers are more likely to are not assigned to a regular cubicle or adjust their own choices desk but rather are encouraged to sit in to match others’ if diff erent locations each day at work – the options can isn’t super popular. And, it might not be be ranked. For a good idea for employers. example, Why? Employees experience it as single-scoop a bit abnormal, says Trevor Foulk, and double- assistant professor of management scoop ice and organization at the University of creams Maryland’s Robert H. Smith School differ in of Business, and research has shown ice cream that employees who consider their quantity, work settings to be abnormal are more so they likely to view their organizations as can be less trustworthy. “It makes you start ranked. to think, ‘Well, what other weird stuff These is this organization doing that maybe qualities are I can’t see?’” Foulk says. And that can called ordinal lead employees to become less engaged, attributes; other unwilling to go the extra mile at work. examples include For teams that consist primarily quantitative values of Millennials, hot-desking might not like price or calorie feel so out of the norm and might not count. However, consumers be quick to provoke those pangs of will less often match others’ choices on abnormality leading to a sense of un- attributes that cannot be ranked, such as flavor. These qualities are called trustworthiness. “This is how Millen- nominal attributes. nials went to college. They had a laptop According to the study, the reason that a consumer might choose to match or a tablet and they just sat wherever their peers on ordinal attributes is not and worked,” Foulk says. “The idea necessarily because a certain choice is that there would just be some beanbags better but rather to minimize social and a foosball table and you would just discomfort, such as to avoid seeming kind of sit and work, that probably too indulgent by ordering too much ice wouldn’t seem abnormal to them. But cream or not indulgent enough if the of course, it also really depends on the www.quirks.com/articles/2019/20191201.aspx mood is more celebratory. nature of the work, as well.” 8 Quirk’s Marketing Research Review //December 2019 www.quirks.com Trade Talk By Joseph Rydholm, Quirk’s Editor Case study captures focus groups at their finest s researcher Ron Sellers touches especially those that are revolution- A on in his article elsewhere in this ary. Nor are respondents immune to issue, predictions of the demise of wanting to present an idealized version the focus group are a constant in our of themselves for the consumption of industry. To be sure, focus groups are the moderator or the other respondents not perfect – no technique is – but, in the room with them, as focus group to cite Sellers again, bad groups are critics like to point out. often not the fault of the focus group But, as the BMC Women’s Health approach itself but rather of the mod- case study shows, at their best, focus ©Clare Pix Photography www.clarepix.com Joe Rydholm can be reached erator and others involved. groups (and other types of qualitative) at [email protected] When they work, they work very can provide a level of color and detail well, as I was reminded while read- that is unmatched.
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