OVERCOMING INERTIA How to Understand Sporadic Customer Journeys in Low-Involvement B2B Categories

For marketing research and insights professionals

BROOKLYN MARCH 5-6, 2019

PREVIEW INSIDE! OVERCOMING INERTIA How to understand sporadic customer journeys in low-involvement B2B categories

PLUS The value of B2B brand equity Comparing NPS scores Building a B2B CX program

ADVERTISING SECTION Quirk’s Marketing Research Review February 2019 12 Top Non-Conscious Volume XXXIII Number 2 Research Companies www.quirks.com WHAT SETS US APART?

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Premier data collection solutions Online | Mobile | In-person 1.6 million opt-in panel 20 focus group facilities nationwide focuspointeglobal.com 888.873.6287 Quirk’s Marketing Research Review CONTENTS February 2019 • Vol. XXXIII No. 2 DEPARTMENTS 6 Click With Quirk's

page 8 In Case You Missed It... For marketing research and insights professionals 53 12 Survey Monitor

page 16 Product and Service Update BROOKLYN MARCH 5-6, 2019 20 44 12 Top Non-Conscious Research Companies PREVIEW page INSIDE! 49 Names of Note OVERCOMING 24 INERTIA 50 Research Industry News How to understand sporadic page customer journeys in 52 Calendar of Events low-involvement B2B categories 18 PLUS The value of B2B brand equity 112 Index of Advertisers Comparing NPS scores page Building a B2B CX program 114 Before You Go… 28 Quirk's Marketing Research Review 4662 Slater Road | Eagan, MN 55122 page 651-379-6200 | www.quirks.com

ADVERTISING SECTION Quirk’s Marketing Research Review Publisher • Steve Quirk February 2019 44 12 Top Non-Conscious Volume XXXIII Number 2 [email protected] | x202 Research Companies www.quirks.com Editor • Joseph Rydholm [email protected] | x204 Digital Content Editor • Emily Koenig ON THE COVER [email protected] | x210 News Editor • Sara Cady 20 Overcoming inertia [email protected] | x212 How to understand sporadic Audience Development • Ralene Miller customer journeys in low- [email protected] | x201 involvement B2B categories 36 We can do better Production Manager • James Quirk By Jeana McNeil Core reasons why top-box is not an [email protected] | x206 ideal measure for marketers and Directory Sales • Ilana Benusa researchers [email protected] | x213 TECHNIQUES By Ken Faro and Elie Ohana V.P. Sales • Evan Tweed [email protected] | x205 24 Looking beyond sales Sales • Lance Streff The value of B2B brand equity COLUMNS [email protected] | x211 By Carly Fink European Sales • Stewart Tippler 10 Trade Talk [email protected] | +44(0)7989-422937 28 Companies are people too In B2B, getting price wrong Considerations in building a B2B can be costly CX program By Joseph Rydholm ••• moving? make sure By Claire Sporton Quirk’s comes with you! 18 By the Numbers Send change of address information to [email protected] 32 Not another byte Statistical inference about Net How to use curation to manage the Promoter Scores By Albert Madansky Download the Quirk’s iPad, iPhone onslaught of data or Android app to view this issue. By Robyn Clayton An interactive downloadable PDF of this magazine is available at www. quirks.com/pdf/201902_quirks.pdf.

4 Quirk’s Marketing Research Review // February 2019 www.quirks.com no bull.

At Fieldwork, we believe honesty is the soul of good research. Extensive employee training in industry ethical standards and in-depth daily updates to clients are just a few of the ways we ensure accurate, honest recruiting. www.fieldwork.com Atlanta • Boston • Chicago-Downtown • Chicago-Flex • Chicago-O’hare Chicago-Schaumburg • Dallas • Denver • Fort Lee, NJ • LA-Orange County Minneapolis • New York City • Phoenix • San Francisco • Seattle • Anywhere NATIONAL RECRUITING • GLOBAL FIELD MANAGEMENT • ONLINE RESEARCH ••• online, e-newsletter CLICK WITH and blog highlights

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••• event Quirk's Blog The Quirk’s Event Promo Video Holiday shopping goes mobile https://bit.ly/2Aurl6C ate last year we compiled Levery image and video clip on fi le from the 2018 Quirk’s Forming alliances to lead Events with the goal of creating through disruption a real, valuable event video https://bit.ly/2SN01bd and sent the fi les to an editing team. Their response: Sound quality? Awful. Videos? Shaky 3 tips for pitching innovative at best. Abandoning ship we ideas decided to take a diff erent https://bit.ly/2NHSpno route (and poke a little fun at ourselves in the process). Enter, The Quirk’s Event Promotional Video – Quirk’s comical take on event videos. While we haven’t exactly gone viral, the video has been reviewed as: Research Industry Voices “The most hilariously self-aware conference promo video ... ever.” “A very funny promo video. Who can stay home after seeing this?” Programmatic vs. automation in “Genuinely great.” the MR industry https://bit.ly/2s7Vu7h We hope you’ll enjoy our comical take on event videos! https://youtu.be/umCMi2fHT2U Dedication to diversity propels If you’re interested in joining us at The Quirk’s Event, visit www. success at Netfl ix TheQuirksEvent.com and learn more about our remaining 2019 shows in Brooklyn https://bit.ly/2LOoEkN (March 5-6) and Chicago (April 2-3). Leveraging governance to help solve CX challenges https://bit.ly/2rKYwOC // E-newsworthy Research Careers Blog

Most-viewed articles of 2018 7 steps for harnessing quirks.com/articles/2018/20181226-2.aspx employee potential https://bit.ly/2SBS0FI Dos and don’ts for successfully engaging survey respondents The advantages of an age- quirks.com/articles/2018/20181225-2.aspx diverse workforce https://bit.ly/2ANnUIw

What’s here and what’s ahead: Marketing research 5 tips for attracting great trends and innovations candidates quirks.com/articles/2018/20181225-1.aspx https://bit.ly/2G2sIhT

6 Quirk’s Marketing Research Review // February 2019 www.quirks.com

In Case You Missed It news and notes on marketing and research

••• cx research For sensitive info, live agents preferred over chat bots ••• data privacy hile chat bots can provide customers with quick answers to FAQs or Wissues, when it comes to Companies lag in handling sensitive fi nancial and personal information, consent-collecting however, most customers are more ixty-one percent of companies comfortable with Ssurveyed said they are either not a live agent, actively collecting customer consent according to data or they aren’t sure, according research from to a survey from consent and San Francisco- preference management solutions fi rm based cloud PossibleNOW, Duluth, Ga. contact The survey found that 25 percent center fi rm of respondents say they are not NewVoiceMedia. collecting consent because they are Top concerns waiting to see how GDPR laws are for using chat enforced; another 24 percent said they bots for service don’t know enough about consent laws include: lack of and 14 percent said that they do not understanding of believe they will be fi ned. the issue (65 percent ); Twenty-six percent said they inability to solve complex are still in the early phases of their issues (63 percent ) or get consent system rollout and another answers to simple questions (49 24 percent are only in the planning percent ); and lack of a personal service experience (45 percent ). Forty-six phases – meaning they have an percent also felt that bots keep them from reaching a live person. intention to off er but still aren’t When asked about transactions for which they would not feel comfortable doing so. In fact, only 25 percent said using a chat bot, a significant majority of respondents said large banking (82 their consent management solution percent), medical inquiries (75 percent ) and small banking (60 percent ). allows them to share data across Customers prefer live agents for technical support (91 percent ); getting all departments and divisions; and a quick response in an emergency (89 percent ); making a complaint (86 another 25 percent said they can percent ); buying an expensive item (82 percent ); purchase inquiries (79 maintain historical records for each percent ); returns and cancellations customer, a critical component to (73 percent ); booking appointments any truly compliant consent system. and reservations (59 percent ); and This means that even though one paying a bill (54 percent). The top division receives consent preferences benefit cited for dealing with chat from customers, another division also bots was 24-hour service. marketing to the customer base doesn’t www.quirks.com/articles/2019/20190201.aspx know their consent choices.

8 Quirk’s Marketing Research Review // February 2019 www.quirks.com

Trade Talk By Joseph Rydholm, Quirk’s Editor In B2B, getting price wrong can be costly

t’s been interesting in recent years Kermisch and David Burns did deep I to see more and more assertions that dives into the fi ndings to highlight some the B2B customer, who was previously problem areas and solutions for them. thought to be focused on price and price To understand the pricing-related alone, is actually subject to the same capabilities that matter most, Bain ©Clare Pix Photography www.clarepix.com Joe Rydholm can be reached kinds of emotions that are regularly studied a subset of top-performing at [email protected] claimed to sway the average consumer. companies, as defi ned by increased As more and more creativity is market share, self-described excellent applied to B2B research, beyond the dry pricing decisions and execution of customer truly values – and how market studies or surfi cial satisfaction regular price increases. As Kermisch much value is created for them; surveys, we’re learning – perhaps not and Burns note, the top performers are • the alternatives and competitive surprisingly, since they are human more likely to: intensity in the industry; and beings after all – that factors like job • the true profi tability of the security, saving face and good old- • employ truly tailored pricing at the transaction after accounting for fashioned fear can and do impact the individual customer and product level; leakage in areas such as rebates, choices that B2B buyers end up making. • align the incentives for frontline freight, terms and inventory holding. That said, price is still a big deal sales staff with the pricing strategy, – and an area that many companies encouraging prudent pricing through Kermisch and Burns cite the example feel they need to work on, according an appropriate balance of fi xed and of a specialty chemical company that to a Bain & Company survey of execs. variable compensation; and actively improved its pricing practices. It The global survey of sales leaders, vice • invest in ongoing development of created forums for sharing best practices, presidents of pricing, CEOs, CMOs and capabilities among the sales and pricing trained product managers in fundamental other executives at more than 1,700 B2B teams through training and tools. pricing analysis and trained salespeople companies gathered their self-rating to have better pricing discussions with of 42 pricing capabilities and outcomes Excelling at pricing pays off . Among customers. New dashboards monitored and found that 85 percent of them the companies that do well in all three progress toward pricing goals and think they and their companies can areas, 78 percent are top performers, fl agged places where sales reps might be improve their pricing strategies. versus just 18 percent of companies that too aggressive or not aggressive enough. In articles in Harvard Business Review excel in none of the three, Bain found. Finally, the CEO reinforced these (“A survey of 1,700 companies reveals Rather than using one-size-fi ts-all measures by demanding that the product common B2B pricing mistakes”) and pricing strategies, the more-advanced and sales teams report on pricing actions Bain’s own outlets (“Is pricing killing companies tailor their pricing carefully taken and results, so that eff ective your profi ts?”), Bain & Company’s Ron for each combination of customer pricing remained a high priority. and product. They bring data and That last point about CEO involvement business intelligence (hello, marketing is key. Just as we’ve seen in the marketing research!) to bear on three variables for research realm, when an organization’s setting target prices: leaders make a large-scale operational change a personal mission and priority, www.quirks.com/articles/2019/20190202.aspx • the attributes and benefi ts that each things tend to happen.

10 Quirk’s Marketing Research Review // February 2019 www.quirks.com Global Idea Evaluation in 24-48 hours!

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www.marcresearch.com ••• a digest of survey fi ndings and new tools for IN FOCUS researchers // Survey Monitor

are anxious in interpersonal situations and who have fewer close, personal relationships are better at predicting what a person may like.” Securely attached individuals, David says, are people who expect others will be available and supportive when needed. Anxiously attached individuals have less-positive expectations about interpersonal-related situations and constantly worry about relationships. “The fi ndings of this study are counterintuitive and contrary to much of the literature, which says secure attachments are most desirable and attachment anxiety is only associated with negative behaviors and outcomes,” David says. “My research suggests that secure attachments may not always be the best or most optimal.” Secure individuals tend to be older, in a committed relationship and earn ••• consumer psychology a higher income. Anxious individuals tend to be younger, single and earn ‘I know you’ll love it’ a lower income. A securely attached person is more apt to choose a gift Study looks at psychology of gift-giving based on his/her own preferences. An anxious person is more apt to consider what the recipient may like and will ave you ever bought a gift for a assistant professor of marketing, and make a choice based less on his/her own Hfriend, simply because it’s a gift published in Psychology & Marketing. personal preferences. that you would like yourself? If so, that Research results are based on surveys of “A key takeaway is that secure people was likely an instance of you projecting 1,272 people across fi ve studies. [people who have healthy relationships your own attitudes onto your friend, The research reveals that people who and feel comfortable in interpersonal assuming your friend shared your are secure in interpersonal settings are settings, etc.] should be mindful of their preferences. Such activity is called the ones most likely to engage in social propensity to assume others like what “social projection” and was the focus of projection (making choices on behalf of they like,” David says. “Gifts should be research from Baylor University’s Han- others based on their own preferences). thoughtful and securely attached folks kamer School of Business. Conversely, those who are anxious in need to take caution when selecting The study, I Love the Product, but such settings are less likely to assume and buying gifts. Importantly, these Will You? The Role of Interpersonal that others share their own preferences individuals should strive to put their Attachment Styles in Social Projection, and less likely to make choices for oth- own preferences aside when considering was authored by Meredith David, ers based on their personal attitudes. what others may like.” “You’d think that secure people with David says her research can impact lots of friends and healthy personal many areas of the market, including relationships would have a better idea gift-giving and marketing to gift buyers, of what someone would like as a gift but as well as human resources and hiring. that’s not the case,” David says. “This One example given in the study is that www.quirks.com/articles/2019/20190203.aspx research shows that individuals who of a company that lists on its Web site

12 Quirk’s Marketing Research Review // February 2019 www.quirks.com Survey Monitor // IN FOCUS

a group of products that have been that less-anxious, more securely products from that store.” deemed “good gifts” for purchase. attached individuals are more likely Thus, a potential sale. Based on the results of this research, to project their attitudes onto others,” David says human resources the company could see a greater return David says. “Thus, it is likely that, professionals and hiring managers may if its target market consists mainly of while shopping online, [securely benefi t by considering the attachment securely attached individuals. attached] individuals are more likely styles of job candidates and using the “Specifi cally, the fi ndings show to assume that others would also like research to guide their evaluations as to ••• hispanic research Love of music drives Hispanic media use Radio still a key source

proclivity for music, combined with a preference for everything digital, has made music an important online activity A – both personal and social – for Latinx consumers, according to Nielsen. (Nielsen uses the term Latinx to connote unspecifi ed gender. The decision is a nod toward greater inclusion of women, LGBT+ and non-binary Hispanics and the growing popularity of the term in social media and academic writing.) Whether through streaming songs, watching videos or following a favorite artist on social media, digital media provide a seamless avenue for Latinx to embrace their deep attachment to their roots, as well as share their culture widely. A deeper dive into how Latinx consume music reveals just how ingrained this art form is in Hispanics’ daily lives. In fact, Latinx consumers spend 32 hours a week listening to music, outpacing non-Hispanic whites and the total U.S. population. Radio – both online and terrestrial – remains a key source of music for Latinx, who consume far more radio than the total U.S. population But while traditional radio consumption is steady, streaming audio consumption is really taking off . Streaming has become the most popular source of Hispanics’ music listening, accounting for almost half of listening time. Moreover, 45 percent of Hispanics subscribe to a streaming service for music, radio and podcasts, more than non-Hispanic whites, who clock in at 40 percent. And there’s plenty of room for streaming subscription growth, as more than a third of Hispanics say they’re interested in signing up for a subscription service in coming months. With such an ear for music, it’s no surprise that Latinx consumers have proven quick to adopt new technology to listen to it. More than one in fi ve Latinx households owns a smart speaker, which is higher than the total population. These devices represent another strong opportunity for growth, as 58 percent of Latinx consumers say they want to acquire some type of smart speaker in the future, 16 percentage points higher than the total population. Consider also that the average Hispanic consumer over the age of 13 uses four devices to listen to music, radio and podcasts each week. This shows a comfort and ease with using technological devices that will inevitably spill over to new platforms as they’re developed in the future. Thanks to their passion for music and inherent gregariousness, Latinx consumers have become leaders in digital-early adoption, incorporating online fl uidly into their lives. Moreover, it’s important to note that music is far more than a listening experience for Latinx consumers. In fact, 70 percent of Hispanics say they follow performers on social media sites, well above non-Hispanic whites. Of Latinx consumers who use YouTube, 88 percent go to the site to view music videos, while one in four share music video links with family and friends. For Hispanics, music represents an immersive, 360-degree engagement that forms a cultural touchstone in their social circles. This strong support for music and musicians, plus the overall popularity of streaming, has boosted Latinx artists as never before. 2017’s phenomenal success of “Despacito” by Luis Fonsi and Daddy Yankee, and its remix featuring Justin Bieber, underscores this trend. The song was the year’s biggest in terms of sales and on-demand streaming. “Mi Gente,” by J. Balvin and Willy Williams with a Beyoncé remix collaboration, was another smash hit, selling 1.8 million copies via on-demand streaming and song sales. With the increased ability to reach universal audiences on digital access-for-all platforms, Latinx performers have now entered the mainstream consciousness. For marketers and advertisers, music is clearly one of the most authentic and relevant paths to connect to Latinx consumers who, by the way, view brands that sponsor concerts and tours more favorably than others. Marketers should tune into music when designing strategies to develop meaningful relationships with Latinx consumers or risk losing the beat that drives this digitally savvy demographic. www.quirks.com February 2019 // Quirk’s Marketing Research Review 13 IN FOCUS // Survey Monitor

which candidates may perform better average of 60 percent, revealing a of travelers conduct research using a in certain roles. nearly 40 percent increase in American search engine, 47 percent use travel- “For example, it is not uncommon bleisure travel since 2016. related Web sites – including online that marketers and salespeople must On average, 72 percent of bleisure travel agencies, airline and hotel sites predict preferences of the customers, travelers said there are destinations and review sites – and 44 percent use at least as they relate to new products, they have visited or will visit in the destination Web sites. Most bleisure pricing promotions, etc. Sales and future for business that they would like travelers personally research and book product development positions to extend for bleisure. accommodations (61 percent), airfare may be better suited for anxiously What makes a destination appealing (42 percent) and dining (38 percent) for attached individuals; whereas for bleisure travel? Fifty-six percent the leisure portion of their trip. fi nancial, technical or market research said they are more likely to consider a Willingness to travel for bleisure. positions may be a better fi t for secure bleisure trip in a destination with great Two-thirds of past bleisure trips were individuals,” David says. food and restaurants, closely followed in the same city as the business trip by approximately 50 percent infl uenced but more than 80 percent of bleisure by beaches, weather, nature, historical travelers are willing to travel from the monuments or sightseeing. This further business destination for leisure. On validates the importance of experiences domestic and international trips, more and activities for all travelers than 50 percent of bleisure travelers and illustrates an opportunity for are willing to travel one to two hours marketers to attract bleisure travelers via car from the business destination from around the world. for the leisure portion of their trip and “By showcasing unique more than 28 percent would travel one experiences and activities, which to two hours via plane. When traveling are influential factors during the domestically between the business decision-making process, every and leisure destinations, 38 percent ••• travel and leisure destination, hotel, restaurant, of bleisure travelers are unwilling attraction, airline and more can entice to travel via bus and 25 percent are Bleisure is booming business travelers to extend their unwilling to travel via plane. trip for leisure,” says Andrew van der Bleisure budgets and payment More mixing business with Feltz, senior director, EMEA and APAC preferences. Compared to a typical pleasure for Expedia Group Media Solutions. vacation, 57 percent of bleisure Converting to bleisure. Business travelers spend the same amount of omestic and international bleisure trips lasting two to three nights are money or more on a bleisure trip and Dtravel is booming and business most likely to result in bleisure trips more than 75 percent save money travelers – those who extend their (50 percent), as are trips where the specifi cally for bleisure travel. When trip for leisure – are invested in business destination is far away or on a bleisure trip, credit cards are the making the most of their time away more than 400 miles from home leading preferred payment method (69 from home, according to a study (49 percent). Leading factors that percent), followed by cash (47 percent) by Expedia Group Media Solutions, infl uence bleisure travel decisions and debit or ATM cards (44 percent). the advertising arm of travel firm include traveling to a destination More than two-thirds of bleisure spend Expedia Group. The findings, from with great entertainment (48 percent) is allocated to hotel, airfare and dining a multinational study conducted by and visiting an iconic or bucket-list for the leisure portion of the trip. Luth Research, spotlight the behaviors, destination (43 percent); easy-to- As for other takeaways for marketers: infl uences, resources and preferences navigate destinations, proximity to the Bleisure travel is booming: Sixty of American, British, Chinese, German weekend and additional personal costs percent of business trips convert to and Indian bleisure travelers. required to extend the trip for leisure bleisure and with travelers taking The study, Unpacking Bleisure are also infl uential factors. more than six business trips per Traveler Trends, shows that on average, Bleisure research and booking year, on average, there’s a profound across the fi ve countries, bleisure resources. Approximately 80 percent opportunity to reach and entice this travelers take more than six business of bleisure travelers spend one to valuable audience. trips per year and more than 60 percent fi ve hours on research during both Bleisure knows no boundaries: of business trips during the last year the inspiration and planning phases, There is nearly equal likelihood of were extended for leisure purposes. which is more condensed than more bleisure travel for both domestic In the U.S., bleisure travel conversion traditional leisure booking windows. and international business trips and is consistent with the multinational Before deciding to bleisure, 68 percent travelers are willing to travel away from

14 Quirk’s Marketing Research Review // February 2019 www.quirks.com Survey Monitor // IN FOCUS

the business destination for leisure. women and 1,069 men. their fi nancial confi dence soars; 77 Destination to-dos: With nearly “Women have come a long way percent of women who invest feel they 70 percent of business trips being for both personally and professionally will be able to accumulate enough conferences, there is an opportunity for but when it comes to their finances, money to support themselves for life. destinations to encourage extending for there is still a trail left to blaze,” says A trail left to blaze. The leisure by highlighting activities and Lorna Sabbia, head of retirement and study also finds how important experiences to drive repeat visitation. personal wealth solutions for Bank understanding the gender wealth Condensed path to purchase: Most of America Merrill Lynch. “As women gap (as opposed to the wage gap) bleisure travelers spend less time on are at a tipping point to achieve and wealth escalators are to research than they would on a leisure greater financial empowerment women’s financial wellness. Women trip, so marketers have a shorter and independence, it is even more experience a gender wealth gap – window to strategically target and essential that we support women the difference between men’s and infl uence behavior and purchases with in helping them pursue financial women’s financial resources across call to action messaging. security for life. This includes their lifetimes, including earnings, In-market targeting: Bleisure encouraging women to invest more investments, retirement savings travelers may not book everything in of their assets, save earlier for and additional assets. This wealth advance, highlighting opportunities retirement, and pursue financial gap can translate to a woman at for marketers to reach and convert solutions that closely align to their retirement age having accumulated travelers in-trip – especially for personal values and life paths.” as much as $1,055,000 less than her ancillary products like dining, tours Women look beyond the bottom male counterparts. Contributing and activities, entertainment and line. While they definitely care about factors include the lasting effects transportation. the performance of investments, women experience when they take women view money as a way to time away from the workforce to finance the lives they want. Seventy- provide care, including for aging seven percent say they see money in parents, their own spouses and their terms of what it can do for them and own children. One in three mothers their families. Eighty-four percent who returned to the workforce after say that understanding their finances caring for children says she took on is key to greater career flexibility. less-demanding work, which resulted When it comes to investing, about in lower pay. Twenty-one percent say two-thirds of women look to invest in they were paid less for the same work causes that matter to them. they did previously. Also, the average Superior longevity. Longevity woman is likely to have higher needs to be a factor in everyone’s health costs than the average man ••• fi nancial services financial strategy but more so for in retirement – paying an additional women, who on average live five $195,000 on average – due to living Different journey, years longer than men (81 percent longer and having to rely on formal of centenarians are women). While long-term care in later years. different views 64 percent of women say they would “Women’s life journeys are not like to live to 100, few feel financially only different than men’s, they’re Longevity, life roles impact prepared, with 44 percent of women different than the life journeys of women’s fi nancial goals stating they worry they will run out our mothers and grandmothers,” says of money by age 80. Maddy Dychtwald, co-founder and Merrill Lynch study fi nds that Confi dence in all but investing. senior vice president of Age Wave. A70 percent of women believe The study fi nds that women are “We have more opportunities and that men and women have a confi dent in most fi nancial tasks, choices when it comes to family, fundamentally different life such as paying bills (90 percent) and education and careers but we’re so journey, reinforcing the need to budgeting (84 percent) but when it busy taking care of other people and better understand women’s financial comes to managing investments, their other priorities, we often don’t take concerns and opportunities. The confi dence drops signifi cantly; only the time to invest in ourselves and study, Women and Financial Wellness: 52 percent of women say they are our future financial wellness. If more Beyond the Bottom Line, conducted in confi dent in managing investments, women can actively take control of partnership with Age Wave, is based versus 68 percent of men. Millennial their financial future all along the on a nationally representative sample women were the least confi dent at way, it would benefit them, their of 3,707 respondents, including 2,638 46 percent. Of women who do invest, families and our society overall.” www.quirks.com February 2019 // Quirk’s Marketing Research Review 15 2018. The software is now a part of InSites moment feedback from viewers and IN FOCUS Consulting’s global off ering. listeners tuned into a specifi c show www.insites-consulting.com while it’s on-air. Broadcasters can view, Product and download and control the conversations as members share reactions, likes and ••• qualitative research dislikes in a moderated discussion. Service Update The platform is powered by Toluna Portable technology and is built around Harris Interactive’s PopUP Community streaming solution platform. The platform is managed by Harris Interactive’s specialist media ••• quantitative research for focus groups researchers, with a discussion guide specifi c to individual client needs. Automation tool Includes curation tools Clients are able to view and download insights instantly or access clean from InSites echnology-based solutions company transcripts and analysis from the day TCivicom has launched CCam focus, after transmission. Consulting a portable streaming media and video harris-interactive.com recording solution for live, in-person DIY or with help focus groups. The solution is now part of Civicom Marketing Research Services ••• shopper insights onsumer insight agency InSites group. CCam focus is supported by a live CConsulting has released Fluent, an Civicom technician and includes video Follow the path to end-to-end research automation tool curation tools, allowing researchers to for clients that integrates all aspects of review video recordings, create video tags, purchase setting up and running a quantitative mark up key moments, create video clips test among consumers. The platform for reports and order machine or human Research Now SSI offering allows research users to create and deploy transcripts that match video frame-for- combines data sources research studies at their convenience, frame. CCam focus equipment can be used with a turnaround time of two to in a facility where video recording and lano, Texas, company Research Now three days from the initial setup to the streaming exists. It is an alternative to PSSI has introduced its SamplePlus fi nal insight delivery. The process can existing facility-based recording hardware Meter solution. Through a partnership be run fully DIY or co-piloted with a and software and requires no installation. with cross-media measurement fi rm solution-driven professional to ensure Weighing less than seven pounds, it can RealityMine, SamplePlus Meter strategic input into the process and be carried from one facility to another combines observed data from online value-add interpretations of fi ndings. or from room to room and can be used Web, app and search behavior with The validation solutions off ered through anywhere in the world. Research Now SSI’s panel data, Fluent will be tailored to the needs www.civi.com integrated third-party data sets and its and wants of individual clients to off er library of profi le attributes, allowing a desired level of customization. In marketers, brand advertisers and addition, the Fluent platform will be ••• media research agencies to identify specifi c audiences integrated into InSites Consulting’s and understand customer touchpoints community platforms, aiming to unlock Get in-the-moment along the path-to-purchase. SamplePlus an additional layer of effi ciency by having Meter is designed to provide precise the same participants collaborate across feedback with audience selection and near-real- multiple studies. The Fluent platform was time feedback. RealityMine’s meter originally developed by South African Harris PopUP Live technology passively monitors activity insights agency Columinate, which was from personal computers, tablets and acquired by InSites Consulting in October Uses Toluna technology smartphones with the participant’s permission, providing insights to igital research agency Harris understand how consumers research DInteractive has launched Harris their purchasing decisions. The PopUP Live, an online discussion permission-based SamplePlus Meter platform that allows TV, radio and solution collects global behavioral data www.quirks.com/articles/2019/20190204.aspx online broadcasters to gain in-the- including: Web and app usage such

16 Quirk’s Marketing Research Review // February 2019 www.quirks.com as social media and commerce sites; n Auckland, New Zealand, research Feedback Suite, an IBM-integrated search terms such as “restaurants near solutions fi rm Infotools has launched feedback solution that allows users me” or “cold remedies;” in-app media mobile data alerts for its Infotools to design and create e-mail-ready from media service providers; and Harmoni software platform. The surveys for distribution to predefi ned Amazon e-commerce funnel activity feature notifi es stakeholders when audiences, built using IBM’s Universal including purchases. changes in data require business Behavior Exchange Campaign. www.researchnow.com attention and action, including www.questback.com www.realitymine.com exceptions or breaks in data, alerting users when new data is available and n Canada-based customer intelligence when specifi c metrics are or are not met. software fi rm Vision Critical has ••• Briefl y www.infotools.com introduced a customizable professional n San Francisco-based customer accreditation and certifi cation program experience research fi rm UserTesting n San Francisco-based company as part of Vision Critical Academy, its has announced new advancements to Absolutdata has launched NAVIK collaborative learning environment. its platform with the latest release of ResearchAI, a market research The program allows customers, partners its Workspaces, Approval Workfl ow, platform that uses a variety of research and employees to become certifi ed on Tagging and User Roles products. methodologies, data types, artifi cial the company’s customer intelligence www.usertesting.com intelligence and machine learning platform Sparq. techniques to automate the research www.visioncritical.com n Paris-based researcher Ipsos has process. The platform includes Research launched its Global Ophthalmology Guru, a tool that reads research reports, n San Jose, Calif., UX insights Therapy Monitor. The study combines comprehends insights and answers company UserZoom has announced actual patient data with perceptions of questions using natural language the upcoming launch of UserZoom treating doctors, providing a view of processing, and the Brand Tracker Academy in early 2019. UserZoom the ophthalmology treatment land- module, which automates brand Academy will off er training courses scape. The new study will run in EU5, tracking, generates questionnaires and across all major UX research methods. Switzerland, Japan and Canada, with targets groups to deliver reports on www.userzoom.com other markets available on demand. brand health and identify emerging www.ipsos.com trends. Other modules include NAVIK n Harvest Your Data, a Wellington, SegmentationAI, NAVIK PriceAI and New Zealand-based mobile device data n Data services fi rm Maru/Blue has NAVIK ConceptAI. capture s oftware company, has made launched Maru Voice UK, an online www.absolutdata.com available Harvest Your Data – Total market research panel that allows the Control. Total Control allows users to U.K. general public to voice their opin- n San Mateo, Calif., company install a private copy of the Harvest Your ions on a variety of topics and issues. SurveyMonkey has integrated Data software on Amazon Web Services, Maru Voice UK partners with household SurveyMonkey CX, its turn-key Microsoft Azure or their own servers, brands, government bodies, nonprofi t NPS solution, with Salesforce. The giving them control over the geographic organizations and the media to help integration allows SurveyMonkey CX location of the data captured and the them better understand their custom- and Salesforce joint customers to better levels of security required to conform to ers and stakeholders. automate workfl ows and processes that corporate standards. www.marublue.net measure customer success. www.harvestyourdata.com www.surveymonkey.com n London-based health care research www.salesforce.com n Market research services company fi rm Research Partnership has pub- Knowledge Excel has launched Flash lished Living with Diabetes LATAM, a n Paris-based researcher Ipsos has Research, a technology-based service. report based on a new study conducted expanded its Oncology Molecular The Flash framework includes diff er- among Type 2 diabetes patients in Diagnostics Monitor to Korea. The ent modules to support programming Brazil and Mexico. The report explores study provides insight into the and sample collection and a report patient attitudes and perceptions oncology biomarker testing landscape generator that can be used to under- towards treatment, the health care in the region. stand market sentiment. The studies professionals managing their condition www.ipsos.com will soon be managed by a virtual PM, and identifi es the types of support and an AI-based bot used to execute a proj- education patients need at diff erent n Enterprise feedback management ect without human support. stages of their journey. company Questback, New York, has knowledgeexcel.com www.researchpartnership.com launched The Questback Enterprise www.quirks.com February 2019 // Quirk’s Marketing Research Review 17 // by the numbers Statistical inference about Net Promoter Scores | By Albert Madansky

he widely used Net Promoter Score θ1 = θ1, based on the statistic p – p . As shown snapshot 1 2 T(NPS) was introduced in Reichheld (2003) and by Wilks (1940), the standard deviation of the is calculated based on responses to a single statistic p – p is Albert Madansky 1 2 question: “How likely is it that you would explains how recommend our company/product/service to to perform a friend or colleague?” where the response is given based on a 0 to 10 scale. Respondents with statistical scores of 9 or 10 are called Promoters, those with Since the θ’s are unknown, we estimate them comparisons of scores of 6 or below are called Detractors and by their sample estimates and use as an estimate those with scores of 7 or 8 are called Passives. of the standard deviation of p1 – p2 the quantity Net Promoter The NPS is defi ned as 100 times the diff erence between the fraction of Promoters and the +− − 2 Scores. pp12() pp 12 fraction of Detractors in the sample. There are s = a number of contexts in which researchers are n interested in comparing NPSs to see if they are A common error made by those comparing signifi cantly diff erent. In this article I will set two percentages from a multinomial forth the basic principles for performing such distribution is to treat them as independent. statistical comparisons. In doing so they erroneously calculate the estimated standard deviation as Multinomial distribution basics Consider a multinomial population with k catego- pppp(1−+ ) (1 − ) ries whose corresponding means are q1, …,qk. As- 1122 sume that we have a random sample of n observa- n tions from this population, with observed category thereby underestimating the standard deviation proportions p1, p2, …, pk, where and hence declaring non-signifi cant diff erences k as signifi cant. = ∑ pi 1 To apply this to NPS we let k=3, with i=1 subscript 1 representing Promoters, subscript 2 Since the sum of the p’s is 1, the p’s are nega- representing Detractors and subscript 3

tively correlated (if one of the pi is large the representing Passives. Then (except for a factor

other pjs will perforce be small). of 100) p1 – p2 is the NPS and s given above is an Suppose we wish to test the hypothesis that estimate of the standard deviation of the NPS. If therefore one wanted to compare two NPSs, say

L1 and L2, computed from two independent samples of sizes n and n , respectively, one www.quirks.com/articles/2019/20190205.aspxw 1 2 would calculate the z-statistic

18 Quirk’s Marketing Research Review // February 2019 www.quirks.com // by the numbers

− LL12 z = The weighted pw1 can be expressed as More complex comparisons pp+−() pp −22 pp +− () pp − 11 21 11 21+ 12 22 12 22 n Market researchers may sometimes nn 12 ∑ wxjj1 compare NPSs from samples that may j=1 where p11 and p12 are the Promoter = not be independent. One might ask a pw1 n fractions and p21 and p22 are the respondent the basic rating question Detractor fractions in the respective ∑ wj about two diff erent products. To = independent samples. j 1 complicate matters, some respondents Some researchers cleverly code the The determination of the standard may only rate one of the products

Promoters as 1, the Detractors as -1 and deviation of the statistic pw1 – pw2 is rather than both. Obviously the the Passives as 0, calculate L1 and L2 as based on the following: ratings are correlated (because we the averages of these coded data and may have the same respondent rating then use the two-sample t-test to test nn both products), so that the NPSs are wx wx the signifi cance of the diff erence. This ∑∑jj12 j j correlated. To further complicate −=jj==11 − leads to a minor error, which can be Vp()[ww12 p V nn ]matters, the responses to each of the seen from the following analysis. One ∑∑wwjjproducts rated by those respondents of the computations in facilitating the jj==11who rated both products may be t-test is the calculation of the sample n assigned diff erent weights. ∑ wV2 () x− x variance of L . Let the scores of the jjj12 Another scenario is one where the a = j=1 na respondents be denoted as . n basic rating question is asked about a 2 Then the sample variance for sample a ()∑ wj product and then the sample is split (a = 1, 2) is calculated as j=1 into (not necessarily separate) sub-

nnaa But groups and one wants to know if the ∑∑yyn22− ()/ iianp()(())/+− p np − p2 n s2 ==ii==11 a 1212 a a average NPSs are different for these ta nn−−11 aa subgroups. For example, we may ask and the squared standard error of La is whether the average NPS for users calculated as So of Product A is different from that of Product B, where some of the respondents are users of both products. s2 pp+−() pp − 2 Again, to further complicate matters, ta = 12 12 nn−1 where f is the eff ective sample size, the respondents may be weighted dif- aa called the “design eff ect” by Kish (1965, ferently for product A and for Product instead of as Section 8.2, p. 258). B. The Analytical Group has devel- n oped appropriate statistical proce- +− − 2 ()w pp12() pp 12 ∑ j dures to handle all these complexities, = j=1 which have been incorporated into na f n 2 the newest version of WinCross. While this error is negligible for ∑ wj large samples, it can make a diff erence j=1 Albert Madansky is H.G.B. Alexander for small samples. Since the θ’s are unknown, we Professor Emeritus of Business Administration, Chicago Booth School estimate them by their sample estimate of Business, University of Chicago. He is Weighting and use as an estimate of the standard also vice president, The Analytical Group To develop the comparable procedure deviation of pw1 – pw2 the quantity Inc., a Scottsdale. Ariz., research firm. when the data are weighted, assume He can be reached at albert.madansky@ 2 that the j-th member of the sample pp+−() pp − analyticalgroup.com. = 12 12 is given weight w , j=1, … , n, We s j f represent the data as a collection REFERENCES of nk 1’s and 0’s, with x being a 1 if If therefore one wanted to Kish, Leslie 1965. Survey Sampling, New York: ij John Wiley & Sons. respondent j responded positively to compare two NPSs, say Lw1 and Lw2, Reichheld, Frederick F., 2003. "One number you category I and xij =0 otherwise. Then computed from weighted data from for example p can be written as two independent samples of eff ective need to grow." Harvard Business Review, 38:12 1 (December), 1-9. sample sizes f1 and f2, respectively, one n would calculate the z-statistic Wilks, S.S. 1940. "Confi dence limits and critical x differences between proportions." Public Opinion ∑ 1 j − LLww12 Quarterly, 4:2 (June), 332-8. j=1 z = = pp+−() pp −22 pp +− () pp − p1 11 21 11 21+ 12 22 12 22 ff n 12 www.quirks.com February 2019 // Quirk’s Marketing Research Review 19 ••• b2b research Overcoming inertia How to understand sporadic customer journeys in low-involvement B2B categories

| By Jeana McNeil

Set it and forget it is the attitude in many low-involvement B2B snapshot categories – data security, business insurance, telecommunications, commodity inventory, etc. These categories of products and services are By using market insights to explore important to the customer’s business but are often seen as necessary the buyer journey and decision process backroom operations that add costs. As such, inertia keeps most businesses from proactively evaluating alternative approaches or for low-involvement categories, B2B vendors. If the product or service is good enough businesses don’t have Sthe motivation to evaluate their options. If the product or service is suppliers can separate themselves high-risk or complex it creates further obstacles: There are stacks of from competitors. behavioral economics research that show people, including business buyers, are risk-averse. Due to the set-it-and-forget-it approach, the purchase journey for products and services in this category consists of long stretches of inertia, interspersed with periodic spikes of intense interest in alternatives (Figure 1). During the inertia phase businesses pay little attention to the category. They don’t think about how things could be better or stay aware of vendors, etc. They remain happy with (or at least accepting of) the status quo until a product/service failure or a signifi cant price increase jolts them out of their comfort zone. Then their attention to the category spikes; they scramble to fi nd a vendor that can address their acute pain points. They reach out to peers and advisors, conduct online searches, read online reviews, take sales calls, etc. But this intense interest isn’t always enough to overcome the status quo. As prospects begin to review their options a different type of inertia sets in: The hurdles and challenges inherent in internal purchase processes stall the decision. Buyers often decide that it would take too much effort to switch or that there is too much risk in doing so and opt to stay with the incumbent vendor. www.quirks.com/articles/2019/20190206.aspx

20 Quirk’s Marketing Research Review // February 2019 www.quirks.com Be where prospects look. Although the product or service may be important to their business, prospects often look at just a handful of vendors: those they’ve used before, are familiar with, find in a simple online search, know their peers use or are recommended by their trusted advisors. To improve the likelihood of being in this initial consideration set, B2B vendors should:

• Keep track of, and contact with, individual customers and prospects when they move to new employers. • Attend industry events as a sponsor or attendee. • Identify the trusted advisor channels you can feasibly influence. Inertia returns • Invest in optimizing search results. Once a prospect makes their decision to switch vendors, or maintain • Advertise to maintain brand awareness the status quo, their inertia returns. They stop paying attention to the (this varies in importance by market). category and their awareness of vendors and alternative approaches rapidly dissipates. Value of insights is clear This buying cycle creates significant challenges for vendors The role and value of market insights is clear. that operate in these categories. If your product or service is a low- B2B vendors need to allocate their sales and involvement one, convincing prospects that it’s worth their time to marketing resources in the right places and look around outside of their sporadic spikes in interest may require most vendors don’t have the budget to be more sales and marketing resources than you have available. The everywhere. Is it better to spend the money most effective approach for many B2B vendors is to ensure they are to be at the national trade show or to run positioned to take advantage of the opportunities that arise. print ads in an industry journal or optimize This article presents four categories of insights that market insights your online ad placement? Research can help teams can use to help their companies take advantage of these types of prioritize sales and marketing activities. sporadic opportunities. These include: understanding the failures that Understand all of the requirements. prompt vendor evaluation; identifying where prospects go for information; During the sales process, it is important to understanding the requirements for a replacement solution; and mapping distinguish between the trigger that prompts the last mile of the buying process in more detail. We also suggest several a vendor review/search versus the criteria approaches to collect and consolidate the insights. that drive the purchase decision. A specific Understand the failures. The trigger to act in low-involvement problem causes the buyer to investigate categories tends to be a failure or cost increase rather than a proactive other solutions. The new solution must desire to improve the status quo. Your sales and marketing can speak solve that problem, plus satisfy a range of directly to these motivations if you understand the what, where, additional critical buying criteria. Consider why, who and how of the typical failures that motivate prospects to this example: An incumbent server-based evaluate vendors: You understand their pains and can assure them technology crashes, creating weeks of that these failures will not happen with you. Convincing a prospect disruption as the prospect gets their system that the failures they experienced will not happen with you will be and data back up and running. Your solution as compelling as the additional benefits your company provides. If a attracts the prospect with a message about a prospect feels at risk of the same type of failure with a new vendor, modern user interface (UI) and a cloud-based they have little motivation to switch. application that is always available. However, www.quirks.com February 2019 // Quirk’s Marketing Research Review 21 the typical prospect is when they begin to interact with the sales team. This helps marketers and the sales team set a baseline for creating materials and processes that speak to prospects in a way, and at a level, they can understand. • The two or three main drivers of the buyer’s purchase intent outside of the failure that triggered the evaluation process. Even when buying the most complex product, most prospects are focused on improving a handful of key activities. This helps marketers and sales teams speak to the benefits that prospects care most about. • The internal barriers your internal champion is likely to encounter, the criteria that will actually drive the for more information because they so that you can provide data and decision may be very different: In don’t really know what they need; recommendations for how they addition to the UI, the prospect needs they hope that one of the options can overcome them. Once your a reliable, compliant, cost-effective presented will stand out as the right champion is sold, the deal can solution that integrates with its other choice for them. Instead, the opposite still be derailed without internal mission-critical systems. occurs: Too many options overwhelm consensus. Map the last mile. When a and complicate the decision. The vendor is in the right place at the CEB research shows that vendors Illuminate the journey right time, it still may be stymied that take a prescriptive approach Mapping the customer journey and by a no-decision. Research by CEB1 – provide a recommendation with decision-making process requires indicates that the frequency of stalled a clear rationale instead a series of data. This can be a challenge in low- B2B purchase decisions is on the rise options – close significantly more involvement categories; sporadic, as the buying process has become deals. That said, it is important for unpredictable sales make it difficult more consensus-driven. Decisions your recommendation to be in line to find and conduct research with can be paralyzed by the array of with the core drivers of the prospects customers/prospects that recently solutions available, the volume of purchase motivation. Prospects switched vendors. That said, there information vendors provide about tend to reject solutions they view as are still a variety of research tools their solutions and the increasing too broad in scope relative to what and data sources available that can number of stakeholders involved in started them down their purchase illuminate the customer journey. each purchase. journey. Put another way, address These range from informal internal Instead of feeling empowered by the acute pain point first, before interviews to robust market surveys. the information available, buyers expanding to all the other things The following is a review of tools become overwhelmed. This is your product can do. and data sources and how they can especially true in low-involvement provide individual insights to create categories where the prospect hasn’t Research can support strategies a more comprehensive view of the thought about the issues prior to Marketing research can support customer buying process. their sudden spike in interest. It can strategies to improve effectiveness Internal interviews with sales/ be easier for a buyer to maintain and win-rates during the “last mile” account reps. Sales and account reps the status quo rather than face the of the prospect buying process. often have more direct contact with uncertain benefits of a replacement. When B2B marketers map the customers and prospects than anyone One way to address this issue buying journey, the focus tends in the organization. They can provide is to take a prescriptive approach to be on building awareness and insights into: the types of problems to selling. When prospects reach consideration, where marketing has and solutions that prospects ask them out to vendors, most still need to the most responsibility. However, about; how prospects find out about understand what solutions best fit close attention to mapping the the company; and the decision factors their needs and whether they should journey once a prospect engages with that drive prospect decisions. switch at all. They weren’t necessarily the sales team can help close more It is important to recognize that thinking about other vendors, or the deals by providing insights into: sales/account reps view clients and category at all, before the failure. prospects through a narrow lens and Buyers seek multiple options and ask • How knowledgeable and informed bring with them a set of biases and

22 Quirk’s Marketing Research Review // February 2019 www.quirks.com interpretations. That said, an open- persistent problems that drive the type of content they search for. ended conversation with a handful of dissatisfaction. It can also help The vendors in this category are just reps can provide useful insights with identify the full range of criteria a starting to expand into B2B sectors so no more investment than the time it replacement solution must satisfy. their application is still limited. But takes to conduct the interviews. Customer satisfaction survey. it is something that may soon have a If reps are not accessible, lead- Customer satisfaction data can be a place in the insights team’s toolbox. generation systems often track the surrogate for the broader market if the customer’s reason for contacting the data are used judiciously. The factors Create a cohesive story vendor or the specific message/ad that drive customer behavior are often Market insights play an important that created the lead. An analysis similar in nature to those that drive role in increasing win-rates in low- of these data can identify patterns prospects. You can review existing data involvement B2B categories. Most in the pain-points that organizations will prompt outreach. need to combine data Qualitative interviews Conducting a survey to assess brand from multiple studies with customers. Recent and sources to create customer acquisitions are a cohesive story and an important data source. equity among your target audience develop recommendations The insights team can for the marketing and identify relatively new allows a fi rm to determine its sales teams. The eff ort customers (e.g., became and time involved in a customer within the this work can provide past one to two years) strengths and weaknesses as well as meaningful competitive and conduct in-depth diff erentiation for interviews to explore: the those of its competition. companies that compete trigger that initiated the in low-involvement investigation; how they categories. The companies identified the vendors they evaluated; and/or add a few relevant questions willing to do the work will be well- their vendor evaluation criteria; and to your VOC program to identify the placed to take advantage of the their buying process. factors that diminish satisfaction. opportunities that arise. Research with customers Factors that make your customers that switched enables a focus on unhappy likely do the same for your Jeana McNeil is vice president of Isurus demonstrated behaviors rather competitors’ customers. Market Research and Consulting, Burlington, Mass. She can be reached at than the predicted behavior. People Data science. Another emerging [email protected]. generally do a poor job of predicting option is insights from applied data where they would look for information science firms. These are the big data REFERENCE and how thorough an investigation vendors that consumer brands use 1 “The new sales imperative.” Harvard Business they would conduct. That said, this to identify the Web sites their target Review. March-April 2017. https://hbr. org/2017/03/the-new-sales-imperative approach has limitations because markets are more likely to visit and memory fades quickly. One way to overcome this hurdle is to explore these topics as part of a win/ QUALITATIVE AND QUANTITATIVE. loss program. These questions can SIMULTANEOUSLY. be added without significantly increasing the length of a win/loss survey or in-depth interview. We have the ability to host, recruit and Win/loss interviews. The most moderate projects all over the world, utilizing current and accurate information the newest technology available. RECRUITING about why prospects consider switching vendors, where they look for information and their buying Our call center recruits for qualitative and process can be gathered by including YDOLGDWHGTXDQWLWDWLYHUHVHDUFKÀQGLQJWKHULJKW TECHNOLOGY the exploration of these factors in audience. We host teams all across the US in a your win/loss program. This will help variety of focus group facility locations. distinguish between the messages and FIELD criteria that drive consideration vs. MANAGEMENT purchase decisions. Market needs survey. A quantitative market survey can With locations all over the United States check us out online. identify the most common and www.murrayhillnational.com www.quirks.com February 2019 // Quirk’s Marketing Research Review 23 ••• b2b research Looking beyond sales The value of B2B brand equity

| By Carly Fink

Business-to-business (B2B) is often more sales-driven than its business- snapshot to-consumer (B2C) counterpart. In this type of environment, advertising and building a brand are crucial even if there is a strong sales force Yes, sales are important but B2B in place. Advertising supports the full B2B customer sales journey by companies also need to gather and track helping to generate awareness and leads for the sales team and by reinforcing satisfaction with the brand. Even if a B2B fi rm is more sales other measures. focused, this article will address why it is important to monitor your Bbranding and advertising initiatives as well as evaluate the success of your brand compared to the competition. In addition, the article will also include how to monitor the impact of the sales team when evaluating the organization’s brand equity. As the media mix has become more complex and companies are producing substantially more content than ever before, the relationship between sales and advertising is even more intertwined. Firms need to consistently monitor and evaluate the role of sales and advertising and its impact on the company’s acquisition and retention rates.

Considered secondary B2B organizations should recognize the value of brand equity (brand health) and the need to understand their brand equity as compared to the competitive landscape. Often, in sales-driven fi rms, brand equity and advertising are considered secondary. There is a misconception that brand equity is only valuable in the B2C space. Only 14 percent of B2B marketing decision makers fi nd brand equity a key performance indicator (KPI) metric when evaluating their fi rm. Research shows customer satisfaction and revenue are the most utilized criteria. By solely using these criteria as KPIs, a company is only viewing the outcome. In contrast, utilizing brand equity as a KPI metric will allow companies to understand how to improve www.quirks.com/articles/2019/20190207.aspx diff erent aspects of the customer sales journey. Also, organizations do not operate in a bubble. Competition plays a

24 Quirk’s Marketing Research Review // February 2019 www.quirks.com infl uences and slows down the process. • The gratifi cation of the product or service may take longer, as it may need to meet long-term business objectives.

While B2B advertising eff orts most likely exclude advertising on television, Facebook, YouTube or radio, there are several media channels that may be relevant. Conferences, brochures and sales calls are examples of traditional B2B channels. Digital channels may include e-mail, paid and organic search, content marketing and LinkedIn. Whatever marketing channel is used by a fi rm, it is key to understand its signifi cance in infl uencing the consumer sales journey. In the business-to-business environment, personal interaction and the relationship between critical role that impacts sales and retention rates. For B2B companies, the sales force and the customer are essential. intimately knowing the competitive landscape can help them understand Along with the quality of the human interaction, what your brand is doing better than other fi rms, as well as determine areas salespeople communicate the brand perception, that need improvement. Evaluating your brand and the competition by only explain the product/service and negotiate the cost. using KPIs such as sales and customer satisfaction does not lead to a clear As a result, in a sales-driven company, the sales comparison of your customer sales journey versus key competitors. team directly infl uences brand equity. The sales In order to improve and better understand the customer sales team is a personal channel directly delivering the journey, brand equity in a sales-driven environment needs to be brand’s benefi ts. Their goal is not only to acquire evaluated and monitored. Brand equity measures consumers’ awareness, new customers but also to retain the long-term association, perceptions of quality and loyalty and while it’s not often relationship with current customers. utilized in the B2B space, it really should be considered essential. A company needs to know the strengths There are several challenges related to the monitoring of equity for and weaknesses of its sales force and also the B2B brands. Often drivers that infl uence the brand equity score can vary impact of the sales force on its brand equity by industry, company size and the specifi c audiences targeted by the score. When evaluating the sales force, several company. Depending on the sector, sales teams may be more infl uential factors infl uence the success of the team such and in other organizations, diff erent marketing channels may take on a as knowledge of the company and the products, larger role (e.g., conferences). social competencies, communication skills, professionalism, trust, motivation and even Create a relationship demographic attributes. The B2B audience is typically more rationally driven by logic and relationships, while consumers tend to be more emotionally driven. A comprehensive assessment Prospects are more likely to look for attributes such as most innovative, best Conducting a survey to assess brand equity reputation and thought leadership when selecting a company. B2B brands among your target audience allows a fi rm to need to prove their expertise and create a relationship with the client. determine its strengths and weaknesses as well As compared to B2C, the B2B consumer sales journey is signifi cantly more as those of its competition. Prior to conducting complex. A few key reasons include: quantitative research, secondary research and in-depth interviews can help to better develop • Products/services may be complicated and prospects need to be educated the appropriate design of the questionnaire. prior to making a purchase decision. Also, it helps to provide a comprehensive • There are several decision makers and the procurement department often assessment of the consumer sales journey. www.quirks.com February 2019 // Quirk’s Marketing Research Review 25 Competitive intelligence information include: visiting Web sites company over others; how the needs of Prior to conducting primary research, and social media pages; signing up for customers diff er when selecting a brand. secondary research can help gain a e-mails and whitepapers; and attending better understanding of the landscape. trade shows/events. Brand equity survey It ensures that your primary research is Purchasing low-cost marketing When developing the questionnaire to as impactful as possible. analytic tools such as SEMrush can measure brand equity it is important to The fi rst step is to determine the provide a better understanding of think about the full consumer sales journey primary competition. As opposed the digital advertising landscape by as well as take into account your fi ndings to evaluating a long laundry list of providing intel on Web traffi c, SEO, SEM from previously conducted research. competitors, select the three-to-fi ve and display ads. Based off of the consumer sales most important companies that you journey, the structure of the survey would like to benchmark. To gain a full In-depth interviews should include the following four areas: perspective of the landscape, select a Prior to conducting brand equity few of the largest revenue producers in research, conducting in-depth interviews Memorability: How familiar are the industry, as well as new competitors among prospects and customers can they with the brand? Is it top of mind with signifi cant upside potential. be extremely informative. Given that during the selection process? Once the list is chosen, it is essential research for businesses can be more to look at the fi rm and competition challenging than consumer research, Exposure: What type of interaction customer journey and try to answer the half-hour online or phone interviews do they have with the brand? Marketing following questions: are often a successful approach to reach channels? Sales team? How do they this target as they off er fl exibility for learn about the brand? -- What does the sales funnel look like? respondents to choose a convenient time -- What is the role of the sales team? to be interviewed, thus increasing their Perception: What characteristics -- What is the marketing mix? willingness to participate. resonate (e.g., innovative, trustworthy, -- What are the products or services off ered? The interviews evaluate your thought leaders, cost)? Which brand(s) -- What is the unique selling proposition organization and the competition in is preferred? (if there is one)? regard to: context surrounding the -- What are the strength and weaknesses? decision-making process and determining Short- vs. long-term relationship: pain-points during the consumer sales What is the relationship with the In many cases, access to competitive journey; the relationship between company (prospect, current customer, intelligence may be limited. Some customers and the sales team; brand lapsed customer)? How satisfi ed are you simple methods for collecting this preference – why customers prefer one with the brand? Would you refer the brand to a colleague?

The competitive intelligence and in- depth interviews provide a concise list of competitors, market/sales materials and attributes to include in the questionnaire that will be developed. After the survey is fi elded, results will indicate how a company is performing relative to its competitors and communication methods. Advanced analytics, such as linear regression, will determine which marketing channels have the highest correlation to drive awareness, consideration and, ultimately, a purchase. This type of analysis will also show the infl uence of the sales force throughout the consumer sales journey. The outcome of this research will not only help a B2B company determine where to allocate the money for the highest return but also determine its strengths and weaknesses relative to the competition.

Carly Fink is principal, head of research and strategy, at Provoke Insights, a New York research firm. She can be reached at carly. [email protected]. 26 Quirk’s Marketing Research Review // February 2019 www.quirks.com Introducing

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Quirk’s Talent is offered in partnership with Trusted Talent, LLC. ••• b2b research Companies are people too Considerations in building a B2B CX program

| By Claire Sporton

snapshot As we hit 2019, you can hardly move for people stating that the customer experience is the last true battleground for consumer markets. Expectations are sky-high, fueled by companies like Amazon that deliver levels of personalization, self-service and ease-of-use that The importance of sometimes seem to border on witchcraft. Get it wrong and you’re in trouble, it’s as simple as considering the roles that. But that’s consumer markets. Surely it’s not the same for business-to-business companies? of individuals in a AActually, it is. Or at least, it’s not far off . company’s purchasing For organizations operating in a B2B environment, the customer experience is a critical consideration too, a fact that’s become clearer and clearer over the past fi ve years or so. As process. in the business-to-consumer world, it is often the last true battleground for competitive diff erentiation and client retention. But with fewer customers and dramatically larger deal sizes, the stakes are higher. There is also a much more complex relationship to consider. Rather than one individual making a purchase from another individual, there are most likely teams of several stakeholders on each side, each of whom has diff erent expectations, diff erent organizational levels and segmented experiences at varying touchpoints. That said, is building a customer experience program in a B2B environment fundamentally diff erent from that task within a B2C organization? The short answer is no. The longer answer is: no, but there are some areas where you will need a diff erent approach.

Precious clients It can be tempting to launch into a new program and start capturing customer feedback without thinking clearly about key issues such as how you’ll use data, how you’ll share data and what the actual experience of being approached for feedback will be like for your clients. This is unwise in any situation but especially so in a B2B world where you are dealing with fewer, more precious clients with long-term relationships with your organization. Your client base may be “semi-captive,” in fact, if your market segment is fairly specialized. How

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insight-management.org do you keep that relationship growing? bases, yet we see progress being made These should be made available to It’s important to take a step back here with our client base. all frontline employees who have and take a measured approach to As a CX practitioner in B2B and something to say. building a program that will put you B2C, I know the challenges are real. An important element to remember in good stead in the long run, not just But the answer lies in driving action here is that the feedback they provide for a few months until the novelty in the most effective ways you can, does not have to be based in metrics or wears off with your executives! often earning the right to more hard facts. Often, a hunch or a gut feel There are several key stages to budget once you have proven ROI is a vital fi rst sign that all is not well building a B2B CX strategy. Of course, models. So, know your weak spots to in an account, so allow employees to within each of these stages, there’s a improve and leverage your strengths share that sense through your survey. lot to think about, but here’s what I – jump in strategically and make One person feeling that things are not think provides a good starting to point it your goal to sponsor and deliver quite right may be nothing to worry to help guide plans: actions that are meaningful to both about but if your discover that several Defi ne your program’s direction: the company and your customers. people have a similar feeling you have First take stock of your current state the ability to create an early warning of CX maturity. Do you have customer Multiple contacts system that the account manager can journey maps that are segmented People buy from people. What does use to take action. by customer and end-user types to this mean for the people “on the accurately pinpoint moments that ground” – the account managers who Drive action matter most to the business? Then, need the right insight about these Listening is only the fi rst step, whether how have you used these maps to multifaceted client relationships in you’re listening to clients or to team anchor your VoC or customer insights order to succeed? For a start, there members. The purpose of all that program? Have you designed the is no such thing as a straightforward listening is to drive action. To make the program to contribute critical data client relationship. Not only are right decisions, prioritize eff ectively points linked to your company’s there multiple contacts within a and minimize risk. business outcomes? client account to consider – users, For the CX practitioner, the focus Deliver an action-oriented influencers, decision-makers and must be on enabling that action, insights program: Has your insights more – but the story is much the putting the right tools in the hands of program been designed for maximum same on the vendor’s side too. The the account managers and helping to impact? Are your listening posts main point of contact may be an build an environment where customer delivering the quantitative or account manager but there are also and employee feedback are at the heart qualitative information you need on operational teams, support and of decision-making processes. customer behaviors and emotions? service representatives, supporting Actions come in two forms: tactical What about other operational data – sales personnel and more. For those and strategic. Tactical actions can are you pulling that into the system of us who work with global clients, be set in motion as an immediate and integrating it? Most of all, are the situation gets even more complex, response to a contact’s feedback or a you providing information that those with multiple account managers changing situation and enable account outside the CX or insights teams can looking after the relationship in managers to manage the short-term understand and act upon? different countries. This “many-to- health of an account to keep things Drive results: You may not own many” relationship means that a ticking over. Strategic actions are the actions that are needed to change clear view of the overall health of an driven by a longer-term view and will your customers’ actual experiences account is not easily grasped. probably impact multiple accounts. with your brand but are you driving But this can also be an advantage: This makes them critical but often the organization toward the answers? people buy from people and the front not entirely within the control of Are you the catalyst, the champion line of your business is bigger. You individual account managers and so and the leader of your company’s CX have more people who have access to may require wider support. maturity? Do you fully understand the nuanced interactions with your the connection between the insights clients and, more importantly, those Great opportunity you deliver and the results your people have insight and opinions When looking at the short-term steps organization is striving for? about the prospects for that account. that companies can take, remember B2B customer experience can be While account directors may have the this it isn’t all fi refi ghting and challenging for many reasons. There ultimate responsibility of retaining troubleshooting. When clients are are few universal metrics that apply and growing clients, it’s important happy, this is a great opportunity to to B2B’s specifi c market segments, to remember that the rest of the cross-sell, secure recommendations thus benchmarking tends to be most team will have great insights into the into other areas of their business or eff ective against your own internal quality of the relationship. even recruit them into an advocate measures vs. categories too broad This means that business must program. It’s also a good opportunity for comparison. It’s also diffi cult to incorporate the voice of the employee to engage and recognize the wider gain CX alignment across multiple alongside the voice of the customer teams who are responsible for keeping segments with very diff erent client by deploying health-check surveys. clients happy, helping to embed a

30 Quirk’s Marketing Research Review // February 2019 www.quirks.com client-centric ethos into the business. was actually taken – something that A high-level view like this also In most cases, account managers can be easily be forgotten in a fl urry makes it easier to identify what the will be accountable for coordinating of activity but which is critical to underlying causes of problems are specifi c actions in response to their understanding which actions are and can help tie a revenue figure clients’ feedback but they will have to eff ective and which are not. to the risk of not dealing with a engage with the diff erent functions particular problem. This is vital in to resolve the challenges raised. Clear understanding situations where implementing a Ultimately, it’s about making many For account managers, long-term resolution to that problem is above small changes within an account as a success means a clear understanding the pay grade of an account manager result of listening to the right people of their entire portfolio and its and will need involvement from at the right time. This sounds simple performance now. This requires a people at a more senior level. enough but when an account manager holistic view that takes into account Fundamentally, people buy from has a dozen or so accounts, each of all their clients, as well as a clear people and it is the role of a good CX which have fi ve or more contacts, then indication of the health of individual team to give account managers in keeping on top of what needs to be done relationships. B2B enterprises the tools they need is a challenge. E-mail alerts that fl ag This is where bringing together to work eff ectively to meet the needs low scores or negative comments are data from multiple sources around of their clients in the short and long great but there’s a danger of getting the business is vital. Metrics such term. Simply fi ring out alert e-mails buried and either not focusing on the as Net Promoter Score or customer to say a particular contact at a client right thing or failing to act at all. effort are great but this needs is unhappy is not enough. Context is Live dashboards that provide to be viewed through the lens of vital and can make a huge diff erence insight into the overall health of an revenue. More specifically, at-risk in achieving buy-in from potentially account manager’s portfolio can be revenue. Bringing in financial data cynical sales teams who feel they have set up to show all the cases requiring to a portfolio-reporting dashboard enough to handle already. action in a single environment. It enables account managers to identify may be the same number of cases as the most critical issues effectively Based in London, Claire Sporton with individual e-mails but it’s a lot and reduces the chance of a squeaky is senior vice president, customer experience innovation, at research firm more manageable. Equally important wheel receiving more focus than Confirmit. She can be reached at claire. is the ability to track what action business value would justify. [email protected].

www.quirks.com February 2019 // Quirk’s Marketing Research Review 31 ••• the business of research Not another byte How to use curation to manage the onslaught of data

| By Robyn Clayton

snapshot Resolutions are all the rage at the start of a new year. We invest a great deal of time and eff ort deciding which resolutions to make and the strategies we are going to use to stick to them. We even invest money to help make them happen. And not surprisingly, following Robyn Clayton outlines a holiday season often marked by too much of too many good things, many of us focus on how researchers can slimming down. Year after year after year weight loss tops the resolution list. And 2019 is no diff erent: Ipsos data shows 50 percent of Americans plan to lose weight this year. resolve to get infobesity RAt Ipsos, we believe that businesses should also consider a resolution to slim down – and under control in 2019. not in the usual places like staffi ng and resources. Instead they should consider solving the large and ever-growing problem of infobesity. In this article, we will explore infobesity, how curation can help cure it and why and how to get started. Infobesity (also known as information overload, infoxication and information explosion) is a term used to describe how difficult it is to understand an issue and make decisions effectively when one has too much information. Just how big of a problem is infobesity? One of the fi rst people to analyze the growth of knowledge was inventor and futurist Buckminster Fuller. In his book Critical Path, he estimated before the 20th century, information was doubling approximately every century. In the mid-1900s, that speed increased signifi cantly, with information doubling every 25 years or so. By the turn of the 21st century, the time it took to double information was reduced to one to two years. IBM predicts that by 2020, knowledge will double every 11 to 12 hours. But it’s not just the increasing speed of data that is feeding the infobesity epidemic. This explosion in the amount of information available is also being exacerbated by major changes in the data and business worlds. Data has moved from clean and structured to messy and unstructured. It now includes user-generated content, new and diff erent formats and changes in both syntax and meaning. At the same time, businesses need to accelerate the

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' % ! + . ! +6 7 speed and agility with business decisions. which they respond Therefore, the curation job to an endless array At its core, curation is about creating doesn’t stop at the insight of new challenges. and recommendation. It Companies are fi nding not only has to matter, it their categories more clarity and making the right insights has to be memorable and competitive than actionable. This involves ever before, with new available to the right person at using rich storytelling competitors as barriers and multimedia assets to entry lower. The such as images and videos landscape of infl uence the right time to enable positive, comprising consumer- has changed, shifting centric, insight-based from institutions to sustainable business impact. stories that resonate. It individuals. Consumers is critical to identify are more demanding as stakeholders, their business well; they want personalized products insights available to the right person priorities and how they plan, that meet their individual needs at the right time to enable positive, activate and strategize. and they want them on their terms. sustainable business impact. It Corporate researchers are trying to focuses on primarily utilizing, So, who does the curation? Where address all of these demands, often with paring down and transforming the responsibility for curation resides fewer resources and dwindling budgets. existing – and often disparate – data can depend on your organization’s Infobesity is the result of a perfect types and sources to help answer key structure. It is often a key function storm that manifests itself through a business challenges and questions of research or insights departments variety of symptoms, including: quickly and directly with actionable and/or knowledge management strategies for key audiences. teams. The need is often greatest • silos where diff erent categories or There are three key steps to this for those with responsibilities that markets don’t share insights; transformation: span markets, categories or brands. • researchers spending too much of But even in a single-region, single- their extremely limited time wading Focus less on collecting data, brand role, there can still be a ton through data trying to get to an more on connecting insight. of information to manage. Curation answer that may or may not exist in There’s a fundamental shift from this can be done in-house or on the a useful format; disruption that means that collecting supplier side. With increasing time • diffi culty connecting the dots across data needs to be less of a focus. pressures and resource constraints, data sources/projects, often resulting There is already a ton of data easily many on the client side are looking in the same research being done available, so the data itself becomes to suppliers to provide both capacity multiple times and adding needless entry stakes. Data and research help and additional tools and time and budget to projects. are still important but they are expertise. Others bring in a supplier not nearly enough. Now it is about to provide an external lens on their All of which adds to a glut of integrating multiple data sets to data and information. new reports/results in an already uncover insights and tensions. overloaded system, contributing to the Myriad benefits infobesity epidemic. Use the lens of the business Just as weight loss is something and consumer to build potential most of us contemplate from time Solution is curation strategy and action scenarios. to time on different scales and So how do you solve a problem like Researchers cannot stop at insights; scopes, curation is also something infobesity? Old solutions based only insights are the means but not the that businesses of all sizes and on primary research can no longer end. Researchers need to take it to shapes should consider. The scope address the need for speed, agility the next level to build potential of curation can range from smaller and impact. At our firm, we believe strategy and scenarios. This requires one-off projects to ongoing programs that today’s world requires companies a consumer-centric lens to put the and from small to large budgets. Just move up the knowledge hierarchy insight into sharper focus, followed as weight loss comes with myriad by transforming their existing data by the business, brand and category benefits so too does curation. into insight and effectively using this lenses to ensure the indicated actions To keep the metaphor going, just insight to make decisions and create address the original business need. as exercise helps transform fat into business impact. This new challenge muscle, curation helps transform demands a new solution. And that Share in a way that stakeholders and elevate data into more eff ective solution is curation. can easily consume and create actionable insights. This means a At its core, curation is about impact. At the end of the day, the stronger return on research spend, creating clarity and making the right insights job is about impacting because existing data, research and

34 Quirk’s Marketing Research Review // February 2019 www.quirks.com Figure 1 When to Curate: Sample Triggers and Objectives

To drive continuous To guide the way forward To act on a hot topic, e.g., consumer-centric learning

Ideation How to meet the needs of Create ongoing consumer Boomers inspiration program Innovation or brand portfolio planning Strategies to win in clean-label Continuously synthesize data as it comes in on KM platform Priority-setting Should we act on the experiences trend? Connect the dots in DIY Campaign or project inspiration interviews to identify action What does authenticity mean across countries?

insights are reused and put into action. help motivate you to start to address as tailoring your approach to exercise In the same way losing weight your infobesity issues (Figure 1). increases the likelihood you will can make a person faster, curation Just like a big goal such as weight see results, tailoring curation also can drive speed and agility. Curation loss can be daunting, so can the idea increases the value and actionability enables you to start a step ahead by of transforming the vast array of of the final results. understanding what you already know. organizational data and knowledge When undertaking a weight- It gives you an on-demand arsenal into actionable insights. We fi nd loss plan, expert advice can be to address future questions, course- it’s best to start by identifying an critical. Often people employ correct and anticipate market triggers. easy fi rst project, such as curating doctors and personal trainers to With the luxury of time gone, curation knowledge to determine how to help ensure success. At Ipsos, we focuses on making businesses always- better meet the needs of a particular find that curation also requires ready and future-ready. demographic group. Small actions a team approach. A key first step Weight loss is not just about are often easier to commit to and taken by our curators is to build a immediate gratification but also maintain – and can lead to big results. multidisciplinary support system about health and long-term wellness. A customized approach is also key that taps our collective expertise to Similarly, in the struggle against to both weight loss and curation. No ensure success. That support system infobesity, curation can help an one answer is right for everyone, may include a behavioral scientist organization drive an ongoing as what works best depends on the or a semiotician or a trends expert. learning culture by making insights individual’s challenges and needs. We Listening and AI are also tools that memorable, digestible and at the believe each curation study should can be utilized when curating. forefront of decision-makers’ minds. also be tailored to the client’s specific At this point in the year, chances needs, challenges and audiences. We are your initial resolutions have Specific trigger moments utilize a proprietary framework for fallen by the wayside. But there is While many may contemplate weight curation but the inputs and outputs nothing that says you can’t replace loss at the start of the year, people are always driven by the particular your previous resolutions with a new are more likely to undertake the needs of the client. In some cases, we one. Consider curation and help make necessary actions if they have a may supplement client information a dent in the infobesity epidemic. specific need in mind: looking good with our syndicated learnings and for a wedding; attending a reunion resources when needed. Outputs Robyn Clayton is a director in Ipsos’ with people they want to impress; range from infographics to videos qualitative practice, based in Cincinnati. She can be reached at robyn.clayton@ vacations; health scares, etc. Curation and podcasts to microsites developed ipsos.com. This article was aided by too has specific trigger moments of on our client’s existing knowledge additional research from Emma Grand, high need and high reward that can platforms or our own platform. Just global product manager. www.quirks.com February 2019 // Quirk’s Marketing Research Review 35 ••• quantitative research We can do better Core reasons why top-box is not an ideal measure for marketers and researchers

| By Ken Faro and Elie Ohana

snapshot In part one of this article last month, our argument against the general use of top-box scoring was mainly conceptual. After all, we believe this emphasis to be important since research is a conceptual endeavor. The bulk of research is based on rigorous Part two of a two-part conceptualization of the problem being studied and the method used to best assess the article looks at the problem. The rigorous conceptualization required in research also includes the statistics chosen to best test the problem being studied. For example, it is important that the statistical arguments Imeasures used in research align with the conceptualization of the problem in the study. against relying on Failure to align constructs and measurements could easily invalidate one’s study. For a more detailed treatment on the importance of designing conceptually rigorous and top-box scoring. valid measures, see our article: https://bit.ly/2s9w0WR. In the context of the current article, there are a number of reasons as to why, statistically speaking, using averages is better aligned with what we’re testing than using top-box scoring. This is the case for two core reasons and five secondary reasons:

1. Different performances on statistical testing 2. Loss of information (loss of power; loss of effect size; loss of variance explained; loss of non-linearity; loss of visual information)

The authors assessed each of the reasons by performing 1) a simulated data set created to approximately match the distributions in part one’s Sample 1 example (see Table 1, 2 and 3 in part one); and 2) a real data set from a survey fielded approximately one year ago. We will show how both the simulated and the real data provide striking results that support our position.

Different performances The first statistical reason to question top-box scoring versus using averages is the

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36 Quirk’s Marketing Research Review // February 2019 www.quirks.com fact that they perform differently. Table 5: Sample 2 Likert Scale Distribution Let’s again use the Sample 1 data Dislike it – 1 2 3 4 5 6 7 – Like it in Table 1, 2 and 3 from part one. Ad A 0% 0% 0% 10% 30% 20% 40% When testing for differences in the Ad B 30% 0% 10% 10% 0% 0% 50% proportion of top-box scores, the z-test for two independent sample Table 6: Sample 2 Mean and Standard Deviation were found to be signifi cant when proportions yields a z-score of -4.45, Mean SD testing for a diff erence in the averages. which has a p-value of <.001. It’s This means that out of 100 percent Ad A 5.9 1.05 significant! However, when using the of the studies deemed statistically full Likert scale, the independent Ad B 4.5 2.67 signifi cant by the top-box score, the samples t-test yields a p-value of .11 – t-test was also signifi cant. However, not significant. So now what do you they saw. To do this, we created two the reverse is not true: 16 percent of do? How do you interpret two tests normal random variables, one to the studies that were signifi cant when which are often used as proxies represent respondents’ ratings of Ad using a t-test were NOT signifi cant via of one another, knowing that one 1 and one to represent respondents’ the top-box scoring. might flag significance while the ratings of Ad 2. To simulate our Real data: But simulated data is other one might not? examples, each variable was dis- just that – simulated. And those who The reverse of Sample 1 can also tributed around the Sample 1 means are familiar with the many pitfalls happen. Imagine we conducted a highlighted in Table 3. However, to of real-world data sets know all too survey with 100 respondents per ad make our simulation closer to real well that some data sets can create and the data set that comes back has data, we injected noise into the havoc among otherwise neatly known the distribution shown in Table 4. distribution. We accomplished this statistical principles. To examine the by setting the mean and standard ecological validity of these findings, Table 4: Sample Respondent Data deviation for each simulation to a we sought to replicate them with a random number within +/-.5 units real-world creative testing data set. Respondents Ad A Ad B of our Sample 1 data (e.g., for Ad 1, Additionally, the authors 171mean = 4.5-5.5 and SD = 1.06-2.06). believed that a stronger argument 271Additionally, to capture the be- could be made if we were to test the 371havior of the test as a function of performance of averages and top- sample size, we varied the sample box scoring on more than one item. 473 size (i.e., 100, 200, 300, 500 and Testing on multiple items would 5641,000). With all of these consider- demonstrate that the pattern we 667ations, we were able to estimate the observed was not just a function of 757percent of times that top-box scor- an idiosyncratic fluke in one item ing and Likert-scale scoring showed but rather an established pattern 857 the same results. across multiple items. 957 When it comes to smaller sample The data set used for this analysis 10 4 7 sizes, such as when N = 100, top-box was collected in Q4 2017 and was scoring and Likert-scale scoring yield used when testing creative for a When testing the top-box completely different results. For pitch. There were two pieces of score, the difference between two example, out of 1,000 simulations, a creative used for this analysis. After independent proportions yields a t-test finds 538 of the studies to have exposure, respondents had to answer z-score of -1.4, which has a p-value a significant difference. Conversely, questions in two main sections: ad of .16 – not significant. However, when using top-box scoring, only 125 assessment (e.g., Overall, how did you when testing the full scale, the out of the 1,000 studies were found like the ad? Was it memorable?) and independent samples t-test comes to have significant differences. In consumption outcomes (e.g., After back as significant – a p-value less total, only 14 studies (1.4 percent seeing the ad, how likely are you to than .001. Again, what do we as of total simulated studies) found visit the Web site? The store?). We researchers do in this case? overlap between the two tests. If numbered all of the items in these Simulated studies: To some, only 1.4 percent of 1,000 studies have sections and used a random-number the above two examples might seem overlap between the two tests, it generator to select the outcomes for too artificial – contrived examples seems fair to assume that the tests this article. The items selected are: to make the authors’ points. To perform very differently. illustrate that this is not the case, Even when we increase the • How much do you agree or disagree we put our claims to the test in a sample size to 1,000 respondents, we with the following statement about simulation study. In this study, we fi nd a similar – albeit less extreme what you just saw? simulated data for respondents who, – pattern. Again, simulating 1,000 -- It grabbed my attention. for the purposes of this article, diff erent studies, 845 were found to be -- I think it was unique. were presumably answering the statistically signifi cant when testing • After what you just saw, to extent to which they liked the ad for top-box scores. All 1,000 studies what extent would you consider

38 Quirk’s Marketing Research Review // February 2019 www.quirks.com Table 7: Percent of Signifi cant Studies Without Signifi cance Of The Other Test Loss of information Sim=1,000 N The second major statistical reason 100 200 300 500 1,000 for not using top-box scoring is that market researchers who use Prop z-Test 11% 9% 5% 0% 0% that statistic are intentionally t-Test 52% 69% 64% 45% 16% throwing away information. They are taking a scale, which in the working for each of the following trend. At lower sample sizes, a above example has seven potential companies? smaller proportion of cases (0-1 pieces of information (seven points • After what you just saw, to what percent) found top-box scores to be on the Likert scale) and reducing extent would you recommend significantly different when the it to two points – top-box and to a friend or colleague that t-test was NOT significant. However, not-top-box. That means they are they should work for each of the 31-34 percent of the tests that the intentionally throwing away five following companies? t-test found significant were not pieces of information. Throwing found to be significant by the top- away information leads to several We then conducted statistical box scoring statistic. Again, this different effects. Most important are tests to explore differences between suggests that each statistic performs the effects on five key areas: power, responses for the two creatives very differently. It is only when effect size, variance explained, non- across the questions. To make sample size increases dramatically linearity and visual information. the analysis comparable to the that this trend disappears as all Below, we provide a detailed analysis simulation, we bootstrapped the comparisons for both tests are of each effect. results by resampling 1,000 times. flagged as significant. Loss of power: Every statistical Bootstrapping involves conducting The bottom line: When sample test is like a market researcher’s an analysis multiple times in order size is small, each test performs microscope. You need a more to obtain more precise estimates. differently. Generally speaking, a powerful microscope to see smaller The results of our analysis can be t-test identifies more differences than things and a less powerful one found in Tables 8-11. the z-test used for top-box scoring. when looking for bigger things. This We observe a very similar analogy holds in statistics – you need more power to detect small Table 8: Percent of Studies That Have Signifi cance Without Signifi cance of the Other Test. Item: “It grabbed my attention.” differences and less power if you’re looking at bigger differences. Power N is a way of expressing the probability S=1,000 100 200 300 500 1,000 that the researcher will find a Prop z-Test 1% 0% 0% 0% 0% significant difference that is real t-Test 34% 6% 0% 0% 0% (as opposed to a false negative or not finding a statistical difference Table 9: Percent of Studies That Have Signifi cance Without Signifi cance of the Other Test. Item: “I think when there really is one). Because it was unique.” ensuring that we have sufficient N power is central to achieving a good S=1,000 100 200 300 500 1,000 study design, we recorded power in each of our simulated studies Prop z-Test 0% 0.0% 0% 0% 0% discussed above (see Table 12). t-Test 34% 6% 0% 0% 0% Notice that in both cases of low Table 10: Percent of Studies That Have Signifi cance Without Signifi cance of the Other Test. Item: “To sample size and high sample size, what extent would you consider working for each of the following companies?” the power is always higher for the N t-test, not for the test used on top-box scoring. In fact, at the lower sample S=1,000 100 200 300 500 1,000 sizes, the power of a test for top-box Prop z-Test 1% 0% 0% 0% 0% is approximately half of the size of t-Test 31% 6% 0% 0% 0% its t-test counterpart. We similarly replicated the effects Table 11: Percent of Studies That Have Signifi cance Without Signifi cance of the Other Test. Item: “To of using top-box scoring on statistical what extent would you recommend to a friend or colleague that they should work for each of the following companies?” power within our real-world data set. This data set did not reveal the N difference of the same magnitude as S=1,000 100 200 300 500 1,000 the simulated data set. However, the Prop z-Test 1% 0% 0% 0% 0% pattern still holds – in all cases, a t-Test 32% 6% 0% 0% 0% t-test has equal or more power than the z-test used for top-box scoring. To help frame this differently, let www.quirks.com February 2019 // Quirk’s Marketing Research Review 39 Table 12: Statistical Power in Simulated Studies in perspective, using top-box scoring Sim=1,000 N (where N = 100) leads to a similar 100 200 300 500 1,000 loss of power as running a t-test on a sample of 57. Power z-test 0.25 0.35 0.43 0.56 0.79 The difference in power between Power t-test 0.53 0.76 0.88 0.97 1 the t-test and the z-test may be Table 13: Statistical Power. Item: “It grabbed my attention.” explained by looking at what affects power. This includes: N S=1,000 100 200 300 500 1,000 • sample size – the more sample, the Prop z-Test 0.64 0.88 0.96 1 1 more power you have; • alpha – the smaller significance t-Test 0.88 0.99 1 1 1 criterion, the more power you Table 14: Statistical Power. Item: “I think it was unique.” need; N • effect size – the smaller the effect size, the more power you need. S=1,000 100 200 300 500 1,000 Prop z-Test 0.64 0.87 0.96 1 1 In our simulations and real data t-Test 0.88 0.99 1 1 1 sets, sample size remained consistent (matching conditions when N = Table 15: Statistical Power. Item: “To what extent would you consider working for each of the following 100-1,000) as did the alpha (at .05). companies?” However, for a given sample size, the N effect size was reportedly smaller S=1,000 100 200 300 500 1,000 in the tests using top-box scoring, Prop z-Test 0.65 0.87 0.96 1 1 something we will demonstrate next. Loss of effect size: One of the t-Test 0.88 0.99 1 1 1 reasons both tests yield different Table 16: Statistical Power. Item: “To what extent would you recommend to a friend or colleague that outcomes (i.e., presence or absence they should work for each of the following companies?” of a significant result) is because the N effect we’re testing differs. Effect S=1,000 100 200 300 500 1,000 size is a statistical measure that assesses the practical significance Prop z-Test 0.64 0.87 0.96 1 1 (not statistical significance) of a t-Test 0.88 0.99 1 1 1 test – namely, how big of an effect does one thing have on another. To us specifically look at the results of scoring has a power of 0.64 - 0.65 see how effect size differed between power when N=100 in Tables 13-16. relative to the t-test, which has a top-box scoring and averages, we Across the board, the test for top-box power of 0.88. To put these results recorded the effect sizes from our simulation studies (see Table 17). Notice that once again, we NO MATTER WHERE YOUR CLIENT WANTS A FOCUS GROUP, observe a similar pattern. In all YOU’LL THANK HEAVEN FOR OUR ANYWHERE TEAM. cases, the effect size measured by the t-test is higher and twice the size as the effect size of the z-test used for top-box scoring. This means we are “dampening” the measurement of the effect of seeing an ad on key performance indicator. It’s not advantageous for us to use a statistic that dampens the effects because then once again, we have an artificial FOCUS ON THE RESEARCH. WE’LL DO THE REST. read on how are ads are doing. To confirm that this pattern is generalizable, we also examined the differences in effect size between measurement methods using our real-world data set (see Tables 18, 19, 20 and 21). www.ﬁ eldwork.com • 800-863-4353 Again, the effect sizes for t-tests are almost twice as big as

40 Quirk’s Marketing Research Review // February 2019 www.quirks.com Table 17: Effect Size in Simulated Studies N we’re dampening the measurement of how our ads affect consumers, S=1,000 100 200 300 500 1,000 by using top-box scoring we also effect z-test 0.17 0.15 0.14 0.14 0.14 are losing considerable information effect t-test 0.30 0.30 0.30 0.30 0.30 when using variables like how much a respondent likes an ad to Table 18: Effect Size. Item: “It grabbed my attention.” explain behavioral activations, N such as visiting the store’s Web site. S=1,000 100 200 300 500 1,000 Oftentimes, we use r-squared as a measure of how much variance the x Prop z-Test 0.35 0.35 0.35 0.35 0.35 variable explains in the y variable. t-Test 0.52 0.51 0.51 0.51 0.51 The authors set out to simulate Table 19: Effect Size. Item: “I think it was unique.” what one might find when using r-squared with a predictor variable N coded as either continuous or top- S=1,000 100 200 300 500 1,000 box. To do this, the authors took Prop z-Test 0.35 0.35 0.35 0.35 0.35 the original variable (see Tables t-Test 0.51 0.51 0.51 0.51 0.51 1, 2 and 3) and created a second variable which was correlated Table 20: Effect Size. Item: “To what extent would you consider working for each of the following to the first. We then varied the companies?” strength of the correlation. Notice N how in the simulations below, as S=1,000 100 200 300 500 1,000 the correlation gets stronger, the r-squared values grow further apart. Prop z-Test 0.36 0.35 0.35 0.35 0.35 The pattern suggests that by using t-Test 0.51 0.51 0.51 0.51 0.51 top-box scoring, we are explaining Table 21: Effect Size. Item: “To what extent would you recommend to a friend or colleague that they half as much variance than using the should work for each of the following companies?” original continuous variable. We replicated a similar finding N within the real data set as well. S=1,000 100 200 300 500 1,000 While we did not manipulate the Prop z-Test 0.35 0.35 0.35 0.35 0.35 real data to vary the correlations t-Test 0.51 0.51 0.51 0.51 0.51 between the predictor and outcome variables, overall, we observe the Table 22: Simulated Loss of Information via R-Squared when N = 1,000 same trend – top-box scoring only Sim=1,000 Correlations explains about half as much variance .1 .2 .3 .4 .5 .6 .7 .8 .9 in comparison to when the overall Likert scale is used. 7-point Likert 0.01 0.04 0.08 0.14 0.22 0.32 0.45 0.60 0.78 Loss of visual inspection: If you Top-Box Score 0.00 0.02 0.04 0.07 0.10 0.15 0.21 0.28 0.36 are less inclined to accept the case we’ve made for our position with Table 23: Loss of Information via R-Squared when N = 1,000 statistics and simulations, let the Ad Outcome Measure Overall liking: Overall liking: % Var Loss graphs speak for themselves. We can 7-Point Likert Top-Box understand this loss of information Ad 1 Measure 1: Attention .43 .15 28% intuitively through scatterplots. Measure 2: Unique .39 .14 25% Plot 1 illustrates a scatterplot of the Measure 3: Consider .37 .11 26% simulated data from the last section. Measure 4: Recommend .35 .10 25% Specifically, this first graph plots both the x-axis and y-axis in their Ad 2 Measure 1: Attention .51 .18 33% original form – as Likert scales. Measure 2: Unique .46 .19 27% Even to the untrained eye, this Measure 3: Consider .32 .15 17% graph shows a clear relationship Measure 4: Recommend .33 .16 17% – higher values on the x-axis are associated with higher values on the the effect sizes for top-box scoring. point of testing our ads if we are not y-axis. This intuitive understanding For advertisers, this means that going to properly test the effect they of the data is lost if we were to use by choosing top-box scoring, we have on key performance indicators top-box scoring. For example, take are artificially DEFLATING the and behavioral activations? a look at Plot 2. This plot has the measure of the effect our ads have on Loss of variance explained: same exact data but with the x-axis consumers. Ultimately, what is the Very similar to the way in which recoded using top-box scoring. www.quirks.com February 2019 // Quirk’s Marketing Research Review 41 It is not impossible to see a trend again becomes more horizontal. score, an increase in one point of here but it’s certainly much harder Whether we choose to look at the ad-liking sharply increases how – and less intuitive. Top-box scoring effects found in the simulation or willing someone is to engage in takes the data along with all its the effect in the real data set, once our target consumption behaviors. variability and collapses it on top of again, we see that the measures per- However, in the “middle” of the itself. So visually, we often go from form differently. ad-liking score, an increase in one clear trends that are observed as Loss of non-linearity: Looking point of ad-liking is associated with variability across a range of values to at statistical relationships in scat- a small incremental increase in how vertical lines. terplots is valuable. For example, the willing someone is to engage in our This doesn’t just make the graph data doesn’t always show neat linear consumption behaviors. harder to understand, it also damp- relationships. Nonetheless, we often Using top-box would not pick ens trend line. Consider Plots 3 and simply assume a linear relation- up on this trend. Instead, it would ship and carry on with our analysis. assume no trend at all. Again, this Plot 1: Simulated Data in Scatterplot With X-Axis on a Likert Scale Plot 3: Plot 1 With Trend Line Plot 4: Plot 2 With Trend Line

Plot 2: Simulated Data in Scatterplot Recoded With X-Axis Using Top-Box Scoring

4. Plot 3 shows the simulated data shown above (in Plot 1) but this time with the trend line overlaid. Similar- ly, Plot 4 shows the same exact data as Plot 2 along with a trend line. The first thing you might notice: the line in Plot 3 shows a more dis- While many market researchers visual example illustrates the details tinct trend than Plot 4. In fact, the execute their statistics under the we throw away when we settle for pattern in Plot 4 seems to have moved assumption of linearly related vari- top-box scoring. closer to a horizontal line, which ables, it is possible that non-linear would indicate no trend. relationships exist. Other work should be done When we turned to the real data For example, Plot 7 shows a cubic It should be clear by this point that set to replicate this finding, we saw relationship between how much there are a number of different a similar effect. Plot 5 shows a clear consumers liked an ad and their reasons as to why market researchers strong positive relationship when willingness to engage in specific might not want to use top-box all the scale information is used. behaviors (such as visiting the scoring. For both conceptual (see However, in Plot 6, that relationship brand’s Web site). What we see is part one) and statistical reasons, is weakened as the trend line once that both for low and high ad-liking it should not be used as a general

42 Quirk’s Marketing Research Review // February 2019 www.quirks.com is always bad and should never be done. Instead, the goal of this article is merely to suggest a healthy sense of skepticism of a measure that is widely used within the applied fi eld. Furthermore, because of the drawbacks of using top-box scores outlined in this article, we hope to encourage researchers to think carefully about the variables in their study and how they are choosing to measure them. How we choose to measure variables has a profound eff ect throughout our research. Choosing measures poorly leads to obtaining results with questionable validity. No client wants to make a business decision based on results that were poorly conceptualized and measured. So the next time you go to use top-box scores, practice, except for specific cases as true in all cases. Other work ask yourself if you have the right when counting people who are high should be done to examine if the study for that measure. on a measure is of direct relevance to observations made in this article the goals of the research. However, replicate on other data sets. Only Based in Boston, Ken Faro is vice both authors would like to emphasize through replication can we as a president, research, decision science, and Elie Ohana is researcher, decision that this article bases its conclusions discipline feel confident in the science, at advertising agency Hill on only one simulation study and claims made in this article. Holliday. They can be reached at one real data set. Therefore, our Hence why the objective of this [email protected] and elie. conclusions should not be accepted article is not to say top-box scoring [email protected].

www.quirks.com February 2019 // Quirk’s Marketing Research Review 43 12 Top Non-Conscious Research Companies SPECIAL ADVERTISING SECTION

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48 Quirk’s Marketing Research Review // February 2019 www.quirks.com n Canada-based customer engagement responsible for product development, agency Bond Brand Loyalty has hired survey integration and software training Names of Note Brian Kim as chief fi nancial offi cer as well as sales and marketing initiatives. and Yolana Mahony as vice president, people and values. n Dedham, Mass., research and intelligence fi rm Wellesley Information n Kantar Public, the London-based public Services has named Sahir Anand as chief n Insurance company GEICO, policy and communications division of research offi cer. headquartered in Chevy Chase, Md., Kantar, has appointed Craig Watkins as has promoted Joe Pusateri to vice chief executive offi cer for the U.K. n Research-based consultancy PSB has president of marketing. named Mike Chuter as chief executive n Digital research offi cer, based in New York. n Customer experience technology agency MetrixLab company Service Management Group, Kansas has appointed n Boston-based research company Chadwick City, Mo., has tapped Bennett Gammel José Antonio Martin Bailey has appointed Brenda Ng as vice president of product management Huerta as as vice president of strategy and account and promoted Dennis Ehrich to chief managing director planning. She is based in Seattle. product and technology offi cer. for Mexico. Huerta replaces Ricardo n Los Angeles-based research fi rm n Research-based strategy consultancy Cué llar Barnusell, Hypothesis has added Emily Moneymaker Whitman Insight Strategies, based in New who will focus on Huerta to its team as a senior analyst. York, has promoted Adam Math to vice the broader Latin president and added Madison Ulczak as American and Spanish markets. n Market research and analysis fi rm an analyst. Parks Associates, Dallas, has promoted n NORC, a research institution at the the following: Elizabeth Parks to n Fitchburg, Mass., online survey pro- University of Chicago, has appointed president; Jennifer Kent to senior gramming company Jibunu has appoint- Bruce Barr as its newest director, director; and Tom Kerber, who will ed Estuardo Torres as vice president of responsible for overseeing AmeriSpeak lead Parks Associates custom research client success, based out of Chicago. Omnibus & Syndicated Research Services. services. Additionally, Denise Ernst has joined the fi rm as vice president. n Jeremy Radisich has been named n Rochester, N.Y.-based research president of Los Angeles-based research operations company Owl Solutions has hired n The Martec Group, a market research and analytics services company Ryan Smith as director of programming. company with locations in Detroit MarketCast. With continued oversight of and Chicago, has promoted Bill the company’s campaign analytics group, n London-based insights consultancy Basis Lucken to partner. Radisich will add responsibility for the Research has hired Jennifer Rittner as a fi rm’s franchise and content strategy unit. managing partner, based in the company’s n San Francisco-based insights Los Angeles offi ce. She will be responsible platform UserTesting has promoted n Digital research company ITWP has for expanding the company’s U.S. Janelle Estes to chief insights offi cer. appointed Alida Cesani as human business, particularly on the West Coast. resources director for EMEA. She will be n Shelly Chandler, vice president of based in London and will lead the people n Measure Protocol, a blockchain- customer experience consulting for strategy for Toluna and Harris Interactive, powered marketplace for person-based Oslo, Norway-based research solutions subsidiary companies of ITWP. data, has added Pandu Rangan to its company Confirmit, has joined the advisory board. leadership board for the Rutgers University Customer Experience n Atlanta-based company BizPinion Certifi cate Program. Chandler will Software has hired Bart Borkosky as VP provide input on the program and product management of SurValidate leadership through classroom visits, www.quirks.comarticles/2019/20190213.aspx Digital Fingerprinting, Bot and Fraud forums, conferences and by participating Prevention software. Borkosky will be in student coaching opportunities.

www.quirks.com February 2019 // Quirk’s Marketing Research Review 49 Research fi rm, has acquired data science com- Awards/rankings pany Clinical Insights. The acquisition Industry News will add data to each of Alira Health’s n QRCA, St. Paul, Minn., has announced practice areas, including innovation, the winners of the 2019 Young regulatory, clinical, strategy and trans- Professionals Grant: Vidhika Bansal, UX action advisory services. research and strategy lead, CARFAX; Katy Carew, research manager, KNow Research; News notes Alliances/strategic partnerships Kari Casciano, founder, Elevate Insights; Kelly Donohue, design researcher, Credit n London-based insight agency Vision n Plano, Texas, company Research Karma; Annette Esquibel, design and One has achieved certifi cation of ISO Now SSI has partnered with TV ad UX researcher, The Brightly Co.; Saransh 20252:2012 quality standard. The inde- measurement and attribution analytics Gupta, user experience researcher, pendent assessment was conducted by company iSpot.tv to help brands better Department of Work and Pensions; Molly QMS International, an international understand advertising effi cacy. ISpot’s Hagan, qualitative associate, Corona certifi cation body. The company has experience and scale in TV ad analytics Insights; Jack Fleming, product designer, also received the Cyber Essentials will combine with Research Now SSI’s Academia.edu; Allison Kuperman, accreditation by the National Cyber single-source data set to create a TV product designer, Medisas; Meghan Lazier, Security Centre. viewership panel in the U.S. design researcher and strategist, U.S. Federal Government; Tyler Maltbie, senior Acquisitions/transactions n Machine learning and artifi cial consultant, C Space; Abby Miller, senior intelligence company Lexalytics, qualitative research manager, Magid; Barb n Directions Research Inc. has Boston, is partnering with architects Paszyn, research management associate, acquired insights consultancy SEEK. from Gensler’s Los Angeles Aviation and Sklar Wilton & Associates; Sonya Shen, Together the companies will provide Transportation Studio to use sentiment independent research consultant and clients with a fully integrated multi- analysis to inform the planning storyteller; and Erin Wagner, research approach solution. Tim Urmston, and design of airports. Gensler and analyst II, Edge Research. Each grant founder of SEEK, will continue as its Lexalytics will mine social media data winner will attend the QRCA Annual president. SEEK’s offi ces will be located from American airports to create an Conference and will receive membership within Directions’ headquarters in understanding of what travelers and to the QRCA for the 2019 year. Cincinnati and will operate as an staff value in their airport experience. independent division of Directions. New accounts/projects Association/organization news n London-based research company You- n Indi, an Irvine, Calif., digital word- Gov has acquired Portent.IO, a Santa n As reported by the Insights of-mouth engagement and monetiza- Monica, Calif., marketing analytics Association, the Federal tion platform, has been selected by platform for the entertainment indus- Communications Commission (FCC) has Indonesia-based online marketplace try. Portent.IO will rebrand as YouGov approved rules to establish a centralized Tokopedia to enhance its customer Signal and will provide social monitor- database of reassigned cell phone engagement and user experience. Indi ing and data science analytics tools to numbers, saying it is the best way for voice will provide infl uencer and customer complement its existing data off erings service providers to notify dialers and engagement through a native, embed- and survey capabilities. “aggregators” (telephone sample providers) ded integration in the Tokopedia app. about reassigned numbers, allowing n Alira Health, a Framingham, Mass., dialers to more easily avoid reaching n Sky Link Media, a U.S. Chinese health care and life sciences advisory the wrong customers and consumers. entertainment and news distributor, The rules also include a safe harbor for has named Nielsen as its local TV accessors of the list against liability for measurement provider. Under the errors in the database. The association agreement, Sky Link Media will says it has supported the establishment of leverage Nielsen’s enhanced local such a database through formal fi lings and TV measurement services to provide www.quirks.com/articles/2019/20190214.aspx meetings with staff of FCC Chairman Ajit agencies and media buyers with data to Pai and other commissioners. make informed buying decisions.

50 Quirk’s Marketing Research Review // February 2019 www.quirks.com New companies/new divisions/ in the U.S., the U.K. and Brazil. The Verma will join the company as director relocations/expansions Singapore location will help businesses of India domestic business. solve strategic marketing and risk n New York-based customer acquisition management problems through data Research company earnings/ marketing company Permission Data analysis, research and development. financial news has rebranded, changing its name to AdQuire Media and launching a new n Australia-based research consultancy n Research company Kadence Interna- company Web site. Nature will open a new offi ce in Sydney tional, London, has reported a 113 per- in the new year, led by James Jayesuria. cent revenue increase for 2016-17. The n Plano, Texas, company Research Now The move will be in partnership with company’s revenue increased to £7.85 SSI has opened a new operations facility The Lab Insights & Strategy, with which million over the 12-month period. in Noida, India. Approximately 200 Nature has a long-standing strategic survey programmers, data processors and cultural insights alliance. n Research company Toluna, Wilton, and project managers are located in the Conn., has reported that year-over-year new facility, which will support the n Research company Toluna has opened revenue growth of its TolunaInsights company’s global operations. a new offi ce in Melbourne, Australia. platform exceeded 40 percent. The Roopam Bahl, director of business company has also reported 20 percent year- n Information services company development for Toluna in India, will over-year revenue growth across the overall Experian has increased investment relocate to Melbourne to provide a business. Toluna says it is expecting more into an existing innovation center in local point-of-contact for the company’s growth in 2019 with the continuation of Singapore to create the fourth Experian presence in Australia. As a result of investments in R&D fueling the expansion DataLab, adding to existing facilities Bahl moving to Melbourne, Himanshu of its portfolio of automated solutions.

www.quirks.com February 2019 // Quirk’s Marketing Research Review 51 CALENDAR OF EVENTS ••• can’t-miss activities

Corinium Global Intelligence Southwest, Northwest, on March 13-15 in Rome. Visit Merlien Institute will hold will hold its Chief Customer Southeast and Southern bit.ly/2zy4MwG. its MRMW NA event on April Officer, USA event on California Chapters of the 10-11 in Cincinnati. Visit February 5-6 at the Grand Insights Association will IQPC will hold its Customer na.mrmw.net. Hyatt Buckhead in Atlanta. host the 2019 Las Vegas Contact Week Asia event on Visit bit.ly/2Q5KKAE. Joint Chapter Conference March 18-21 in Singapore. Visit Population Association of on February 27 - March 1 at bit.ly/2D5Q9Ed. America will hold its 2019 Annual Digsite will hold a Webinar Caesars Hotel and Casino in Las Meeting on April 10-13 in Austin, titled, ‘Unlock the Secrets to Vegas. Visit bit.ly/2CQyZu1. Merlien Institute will hold its Texas. Visit bit.ly/25wns9T. Conducting Agile Research,’ on Qual360 NA event on March 20- February 5 at 11:00 a.m. CST. IQPC will hold its Customer 21 in Washington, D.C. Visit MSMR Alumni Association Visit bit.ly/2C5trd4 to register. Contact Week Australia event na.qual360.com. will hold its annual Insights on February 28 - March 1 in Conference for the industry Pharma Market Research Queensland, Australia. Visit IQPC will hold its Customer on April 11 at the Hyatt Place Conference USA will be held on bit.ly/2JHmSB1. Contact Week Executive Arlington in Arlington, Texas. February 6-7 in Newark, N.J. Exchange event on March 31 Visit bit.ly/2RBQrdn. Visit bit.ly/1Sh6Yhi. Quirk’s will hold the 2019 - April 2 in Miami Beach, Fla. Quirk’s Event – New York Visit bit.ly/2quQ1X3. Empresarial will hold its Quirk’s will hold the 2019 on March 5-6 at the 2019 Printemps Des Etudes Quirk’s Event – London Marriott Brooklyn Bridge in Quirk’s will hold its 2019 (Spring Studies) Trade Show on February 12-13 at the Brooklyn, N.Y. Visit Quirk’s Event – Chicago on on April 11-12 in Paris. Visit Intercontinental O2 in London. www.thequirksevent.com. April 2-3 in Chicago. Visit bit.ly/1DZaBlz. Visit www.thequirksevent.com. www.thequirksevent.com. Pharma CI Europe ARF will hold its IQPC will hold its Market Conference and Exhibition ESOMAR will hold its Latin America AUDIENCExSCIENCE 2019 Research Innovation event on will be held on March 5-6 2019 event on April 7-9 in São conference on April 15-16 at February 13-14 in Sydney. Visit in Basel, Switzerland. Visit Paulo. Visit www.esomar.org. the Hyatt Regency in Jersey bit.ly/2PtfheD. bit.ly/2xSy2N7. City, N.J. Visit bit.ly/2SNSbOE. KNect365 will hold its FUSE Worldwide Business Research Centaur Media will hold the 2019 event on April 8-10 at the will hold its eTail West 2019 Insight Show on March 6-7 at Radisson Blu Aqua in Chicago. To submit information on event on February 19-22 at the Olympia Central in London. Visit bit.ly/2vpiqRB. JW Marriott in Palm Springs, Visit www.insightshow.co.uk. your upcoming confer- Calif. Visit bit.ly/2pLP4cx. KNect365 will hold its ence or event for possible 2019 Global Data Summit will Marketing Analytics and Data Merlien Institute will hold be held on March 7-8 in Golden, Science event on April 8-10 at inclusion in our print and its MRMW APAC 2019 event on Colo. Visit bit.ly/2sRIeoM. the Hyatt Centric Fisherman’s February 20-21 in Singapore. Wharf in San Francisco. Visit online calendar, e-mail Visit apac.mrmw.net. Market Research Society will bit.ly/2hpc3E6. [email protected]. For a hold its Annual Conference AMA will hold its 2019 Winter on March 12-13. Visit SKIM and Sawtooth Software more complete list of up- Academic Conference on bit.ly/2IIEiwF. will hold their 2019 European February 22-24 at the Hilton Conference and Training Event coming events visit www. Austin in Austin, Texas. Visit NMSBA will hold the on April 9-12 in Paris. Visit quirks.com/events. www.ama.org. Neuromarketing World Forum bit.ly/2FjRR60.

52 Quirk’s Marketing Research Review // February 2019 www.quirks.com FOR MARKETING RESEARCH AND INSIGHTS PROFESSIONALS

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Since 1986, Quirk’s Media has been dedicated to promoting the understanding, use and value of marketing research and customer INSIDE... insights across all industries by delivering a wide range of free resources for marketing research professionals, from our magazine and e-newsletter to our Webinars and directories of research product and service providers. In 2015, after seeing the need for a low-cost, inclusive conference for marketing researchers, we held the first-ever Quirk’s Event in Brooklyn, N.Y., a gathering that has sold out of exhibitor and attendee space every year since. To keep costs low for attendees and exhibitors alike, we eliminated the keynote speakers and sit-down luncheons of other industry events. By making it affordable for everyone, the goal is to maximize attendance and provide the most inclusive marketing research experience with the best ROI for all. This year, in addition to Brooklyn (March 5-6), we have expanded The Quirk’s Event schedule to include gatherings in London (February 12-13) and Chicago (April 2-3). The Quirk’s Event is a two-day experience, packed with more than 70 30-minute education and learning sessions delivered by client-side researchers or research vendors (sometimes both!) on a range of topics, from case studies and explorations of best practices to deep dives on specific Great tips for methods or techniques. Speaking slots are chosen based strictly on educational value and are not experiencing Brooklyn. sales pitches. (Presenters must agree to adhere to the Quirk’s Q-mandments, page B26 which stipulate that sessions must be interesting, informative and sales- free.) At the center of the action is the exhibit hall, which is designed to be a fun, interactive venue for face-to-face meetings between attendees and our valued industry supporters. In the following pages you’ll find profiles of selected speakers and sessions along with overviews of networking opportunities, dining options and expo exhibitors. (While current at press time, information is of course subject to change!) At the show, you’ll find a daily agenda, map and list of exhibitors as well as information about food and drink and special exhibit hall experiences. We want to make The Quirk’s Event a regular part of your ongoing efforts to learn and grow as an insights professional, so please let me know your thoughts on how we can improve your experience.

Sincerely, Preview and prepare Joseph Rydholm to experience the Editor, Quirk’s Marketing Research Review exhibit hall. page B28

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www.thequirksevent.com • BROOKLYN • The Event 2019 • B3 SESSIONS

TOP-NOTCH LEARNING CASE STUDY: BLOCKCHAIN TECHNOLOGY The Quirk’s Event offers engaging 30-minute sessions from both client- Fixing Research Pain Points: side researchers and suppliers on the latest research trends, techniques How Blockchain Will Shape and strategies. We’ve highlighted a handful of sessions here and you can ﬁnd a complete detailed list of sessions at www.thequirksevent.com. the Industry Henry Chan, CEO, PREDIQT Blockchain is a BRAND LOYALTY buzzword that has How NPR is Building a Diverse Millennial Audience made its way into the Gwynne Villota, Associate Director, Audience Insights, NPR marketing research Building brand loyalty among the Millennial generation can be a industry. But what does challenge for any organization. As the use of technology evolves it really mean? And how will it impact among these cohorts, certain mediums can find it especially difficult the industry in the coming years? to create and keep young loyal audiences. With music and podcast streaming apps Henry Chan, CEO of PREDIQT, will becoming more popular, radio stations may find themselves needing to adjust their provide an overview of blockchain strategies to keep Millennials interested in their content. technology in his session. He will Gwynne Villota, associate director, audience insights for NPR, will discuss also dispel the misconceptions of how a cross-functional team looked into the company’s product and marketing blockchain’s shortcomings in the to determine which was the obstacle in building a diverse Millennial audience. research industry and examine the Villota will discuss what the team found worked and why; the research scope and use of blockchain in other industries. approach; and provide ways to work with stakeholders across an organization. A case study will be presented as Chan gives an overview of how the technology is being used to address pain points in the research industry.

B4 • The Event 2019 • BROOKLYN • www.thequirksevent.com CASE STUDY: BRAND EXPANSION How a Creative Research Approach is Helping the Scripps Many Journey Maps Fail. Don’t Be A National Spelling Bee Explore Expansion Statistic. • Heart of the Customer Corrie Loefﬂer, Director, Editorial, Scripps National Spelling Bee Making a Difference for the Business: Suzanne Beane, Client Director, Landor Associates Key Drivers of Success • J.P. Morgan Roula Constantine, Research Director, MarketVision Research Lessons Learned from a Decade of Come hear how research helped The Scripps Spelling Bee explore MROC Use • Target Australia expansion both domestically and internationally. Through multiple rounds of focus groups in countries such as South Africa and India, Pushing Research to a New Frontier followed by creative connects, Scripps, Landor and MarketVision - The Biometrics of Live Music • worked together to both facilitate and moderate workshops ESOMAR, Live Nation with parents and teachers separately. Through these three-hour Getting to Know You: Alternate workshops, they leveraged a creative approach with activity-based Stakeholders in Your Organization • learning to help parents and teachers to create guides that would Swedish Match excite and inspire them and their students through copy and imagery. Presenters CLEAR M&C Saatchi Brand will also touch on diverse topics such as: effective vendor/client relationship Experience Gap Results • CLEAR management; storytelling/data interpretation; factors in conducting global/ M&C Saatchi international research; how to use hybrid/mixed methods (qualitative, quant, Why Don’t They...? Using Narrative mobile, SM) and ethnographic/observational research. Economics to Better Understand People • Fader & Associates GENERATIONAL RESEARCH Research and the Elusive Generation Z Get to Know Your Customer – How to Uncover Qualitative Insights that Holly Carter, Director of Product Marketing, Conﬁrmit Have Maximum Strategic Impact • One of the biggest challenges in research today continues to be TechStyle Fashion Group engaging the youth market – whether that’s Generation Z or their Using Cross-Disciplinary Insights to slightly older Millennial counterparts. The impact of always-on, Understand Your Customer’s Journey smart technology has clearly shaped the attitudes and behaviors • Wall Street Journal Dow Jones of the youth market, making it increasingly challenging to engage them in research activities. Game-Changer: Insights from Agile But opportunities do exist to capture the essence of this generation if we’re Research • Dynata, Verizon willing to be agile and tailored in our research approaches. The key is to use the The Renaissance of Qualitative channels already heavily embedded in the generation’s psyche, making engagement Research in the Digital Age • Fuel a natural process rather than a forced event. Here, perhaps unsurprisingly, mobile Cycle and social are critical. But it’s not just the channels that are important, it’s the way Creating Added Value from NPS with in which those channels and available technology are used. Text Analytics • Provalis Research In this presentation, Holly Carter, Confirmit’s director of product marketing, will discuss how researchers can better engage Generation Z and Millennials on Transitioning from Full-Service to Self-Service • AYTM their terms, including: designing shorter and highly engaging surveys leveraging gamification and social media tactics; and using mobile to replicate a social The Role of Segmentation in the approach to recording in-the-moment feedback, attitudes and behaviors. Fight to End World Hunger • 7x],Ãi Ƃ}>ÃÌÕ}iÀ SURVEY DEVELOPMENT Permission to Launch: Why Insight Research on Research: The Evolving Respondent and Research is the Missing Scarlet Wynns, Senior Director, Comcast Ingredient in Successful Social Media Peter Manickas, Director, Comcast Creative • Zappi John Schiela, President, Phoenix Converged Technology and Media, Phoenix Marketing International Future Feedback: The Necessity of The world is changing at a rapid pace, along with it how Rethinking How We Ask Questions • people interact, entertain themselves, shop, bank and yes, Maru/Matchbox even how they take research surveys. Most of the time we’re so focused on understanding how these changes impact the business Putting Patients Front and Center in issue at hand that we don’t spend time understanding how they Health Care Research • LivingLens, Just Worldwide impact the information that we’re collecting. Comcast partnered with Phoenix MI to conduct a research-on-research study to stay at the forefront DIY Market Research: How Agile of these issues. Attend this session to gain insights into: best practices in sampling, Start-up Culture is Transforming including combating fraudulent sample; the impact on scale setup and form factor the Way We Grow and Innovate • in results; the impact on device type used in surveys; visual graphics vs. textual SurveyMonkey Audience graphics in presentation; and explicit vs. implicit questioning.

www.thequirksevent.com • BROOKLYN • The Event 2019 • B5 AI You Can Drive My Car: Consumer Emotion, Identity and the Future of Self-driving Vehicles • Chadwick Martin Bailey You Can Lead a Horse to Water But Can You Make Him Drink? Overcoming the Challenges of C-Suite Recruitment • Ivy Exec Imagine That! How to Unlock Prospective Thinking for Insight and AGILE RESEARCH Inspiration • InsightsNow Inc. Broaden Your Agile Skill Set: How to Combine Consumer Insights and Experience Design Approaches to Get Deeper The Symphony of Data: How Does it Sound When You Combine Digital Insights Faster Ethnography with Social Media and Jane Roach, Digital Customer Research Scientist, American Family Insurance Geolocation Data? • Netquest, PSA Monika Wingate, CEO and Co-Founder, Digsite Consultants Experience design (XD) researchers were some of the first Deep Dive on Purchase Behavior in organizations to apply agile principles, using specialized Inﬂuencers • BuzzBack Market Research methodologies to iteratively design, build and test solutions while exploring behaviors, perceptions and attitudes in-context. Customer Experience – Case Studies As marketing and product teams look to be more agile, what in Science-based CX • xsperient | Segmedica can insights professionals across industries learn from XD approaches? In this presentation, American Family Insurance Digital Research How and When to Use Online Qual Scientist Jane Roach and Digsite CEO Monika Wingate will discuss agile for Designing Successful Consumer development and experience design approaches as well as methods and techniques Studies • Aha! Strategic Online Qual that can be applied across industries. Roach will also share examples of how she Platform has blended XD research with market research to build a complete view of the Personas vs. Segments: Why not customer. By combining the best-in-class methods from consumer insights and Knowing the Difference can Cripple XD research, teams can better bridge the gap between what consumers say and Your CX Program • Russell Research what they actually do. Incorporating XD research approaches to consumer insights The Human Approach in the Age of challenges can also help teams streamline traditional workflows related to rapid, Big Data: Combining Qualitative, iterative development. Quantitative and Eye-Tracking Research to Deliver Insights for MILLENNIALS Brands, Advertisers and Media Winning Casual Dining with Today’s Teens Companies • Insight Loft/Horowitz Nina Guest, Manager, Consumer Insights, Olive Garden Research Mary McIlrath, Senior Vice President/Partner, C+R Research You’re Boring Me: How Story As younger generations of consumers take their turn at being front-and- Structure Keeps People from Tuning center in the research space, new insight becomes available in a wide Out • RTi Market Research and Brand variety of industries. As certain industries thrive with these generations Strategy and others begin to fall behind, companies may need to rethink how Overcoming Inevitable Fieldwork they appeal to these younger consumers. Nina Guest, manager, consumer Challenges with Health Care insights for Olive Garden, and Mary McIlrath, senior vice president/ Professionals • Olson Research Group partner at C+R Research, will share how their companies teamed up to understand Rebuilding Market Research in the the driving forces behind special occasion dining options for teens. Age of AI and Behavioral Economics • They will discuss how Olive Garden used C+R Research’s YouthBeat® data from Protobrand when Millennials were teens, along with social media, photos, video and imagery popular among these consumers, to understand what drives their restaurant Healthy Meal Kits for Kids • Target Research Group selections. “It always surprises me how grounded and aware teens are today,” Guest says. “They look for opportunities to bond and connect over dining experiences, Gap Customer Attrition – Path to both with family and friends. Further, teens want this ‘togetherness’ on their terms, Brand Restoration • Quester, Gap whether at a restaurant or take-out at home.” They will also discuss how these What Urban Mobility Has Taught Us young consumers are similar and different to other generations. “Millennials are About Countries, Cities, Culture and game for anything – they are wonderful respondents!” says McIlrath. “They are Context • Kadence International open to trying new products and are the ‘great experimenters’ today. Older and younger generations, raised in different economic times and with different mores, are more reluctant to try new things.”

B6 • The Event 2019 • BROOKLYN • www.thequirksevent.com Human Fresh Smart Collaborative Demanding Reporting Demands No Compromise • Dapresy, Harris Insights & Analytics CASE STUDY: AUTOMATED RESEARCH AND THE B2B AUDIENCE Research, Meet Communications: How How Dell EMC Tests and Strengthens Marketing Campaigns Insights Teams Can Drive PR Coverage with Automated Research • Pollfish, DKC Analytics Zahara Malik, Senior Director of Client Services, %ZOBUB Communicating and Persuading via Stephanie Woodstrom, Marketing Communications, Global Marketing Campaigns, %FMM&.$ Stories from the Conference Room Dell EMC, an industry leader in converged infrastructure, to the Boardroom and Beyond • servers, storage and data protection technologies, launches Communicus multiple digital marketing campaigns every year. These B2B How Millennials Define Love and campaigns target IT executives and managers and often highlight Loyalty Today • Insight Strategy Group, specific, quantifiable benefits of IT transformation with Dell EMC VICE Media solutions. As each campaign involves multiple executions across the digital Conquering E-Commerce by Capturing landscape, the research schedule left no time for concept testing. Consumers’ Gut, Heart and Mind • In this presentation from Dell EMC’s Stephanie Woodstrom, joined by Zahara AcuPOLL Precision Research Malik from Dynata, you’ll learn how the team found an automated research solution that slashed concept testing from three weeks to five days. At the same AI and Insight – How Innovation in Methodology is Driving a Higher time, the solution reduced costs – without sacrificing quality of insights even for a Standard of Product Innovation • Black highly targeted B2B audience. Swan Data CASE STUDY: VIDEO AND CONSUMER RESEARCH Accelerate Relevance – Making How Video Among Engaged Respondents Can Bring Consumer Insights Sticky in Slippery Times • InsightFarm Inc. Insights to Life Matt Marontate, SVP Sales, LivingLens Rise Up! The Manifesto for Adam Portner, Vice President, Client Solutions, ProdegeMR Revolutionary Marketing • Little Bird Video qualitative data brings a depth of emotion and actionable Marketing insights to traditional research methodologies. In this case study Millennial Parents: The New Family presentation, learn how ProdegeMR used video insights to help a Dynamic • Open Mind Strategy client interested in sizing the pet owner market and exploring Six Principles for Six-Second options of pet products. The client developed a 30-minute online Advertising • Ameritest survey and ProdegeMR, in partnership with LivingLens, incorporated an open-ended video question into the program. Increasing Research Rigor with Sharing learnings from developing and fielding this client survey, Matt Hybrid QualQuant Survey Research • QualQuant Signals Marontate, SVP Sales, LivingLens, and Adam Portner, Vice President, Client Solutions, ProdegeMR, will look at how researchers can combine quality sampling Shifting from CX to HX: 3 Guidelines with the technology of embedded video analytics tools to bring quantitative for Aligning Human Experience and insights to life. Brand Experience • RealityCheck Memory Reconstruction Interviews: SHOPPER INSIGHTS Revealing what People Can’t (or How Red Bull Identified Key Shopper Growth Segments to Won’t) Say in Conventional Interviews Optimize Need-State-based Behavioral Segments in Retail • Inqui Research Across Channels Square Peg, Round Hole: What Are Laura-Lynn Freck, Director, Shopper Insights, Red Bull North America We Missing? • Echo Qualitative Project Support, Ready to Launch Research In 2017 and 2018, Red Bull undertook an extensive shopper segmentation project that sought to understand shopper behaviors, How Zappos Uses Conjoint Analysis attitudes, motivations and preferences related to their purchasing of for Superior Insights and Customer beverages for energy needs in order to identify actionable shopper • Segmentation Sawtooth Software, segments across the retail landscape. Shoppers were profiled on need-states and Zappos usage occasions for beverages providing energy and then surveyed in-depth Improving Research By Doing to understand key path-to-purchase behaviors related to store choice, channel Research: Learning from Market preferences and in-store patterns. Segments were identified based on economic Research Participants • Stockwell potential and capturability. Strategy, L&E Research In this session, Laura-Lynn Freck, director, shopper insights, Red Bull North Courageous Minds Only Chat: What America, will share how the resulting insights from this project have informed Needs to be True to Stay Relevant ongoing channel role and strategy initiatives and are being leveraged with retail as an Insights Leader? • The Garage partners to drive differentiated in-store executions. Group

B8 • The Event 2019 • BROOKLYN • www.thequirksevent.com The Evolution of Marketet Research is Now.

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ProdegeMR,Pro Pushing the Industry Forward. New Tools for Market Segmentation • CONSUMER RESEARCH in4mation insights Decoding Disruption: Understanding Consumer Expectations Cash is Queen: How Millennial for Brands Women Are Shaping the Future of Sonya Turner, Senior Director of Insights, 20|20 Research Money • LRW Isaac Rogers, CEO, 20|20 Research System 1: Beyond the Flashy Shiny This session will share the findings and implications from a multi- Things • LRW phase study decoding disruption. First, the insights from a consumer study will help attendees dive into consumers’ awareness and When Speed Meets Substance – definitions of disruption, expectations of the benefits of disruption and how Implicit CPG Insights • quantilope disruption influences their relationships with brands. The consumer phase was Mission Impossible: Making a Client- followed by a series of in-depth interviews with corporate researchers to focus on Ready Dashboard in 30 Minutes • what disruption means to researchers, their organizations and their approaches to E-Tabs/Askia gathering and acting on insights. Regardless of whether your company or industry Future-Prooﬁng MRX by Humanizing are “disruptive,” the findings indicate it’s rapidly becoming an expectation, a new Measurement • MMR LIVE normal – one with a definition unique to each brand. You’ll walk away with a better understanding of how your brand can leverage the idea of disruption to Lessons Learned from Your Best and position itself more effectively and better meet the needs of your consumer. Worst Hires – A Panel Discussion • Insight Management Academy BEHAVIORAL RESEARCH DIY Neuro: Adding Behavioral Science Using Cross-Disciplinary Insights to Understand Your Customer’s to Your Toolbox • HCD Research Journey Enhancing Guest Experience by Salima Nathoo, Senior Director, Wall Street Journal Dow Jones Turning Insights Into Belief • Sprouts Join Salima Nathoo, senior director for the Wall Street The Science of Memory • BBC News, Journal Dow Jones, to hear how the company leveraged Neuro-Insight U.S. behavioral data to understand its customers’ preferences in media, content and live Mind the Gap: Connecting Data to journalism formats to gain insight into how to speak with top management readers Drive Decisions • Deep Blue Thinking and the kinds of stories and live journalism that would be most compelling for them. The session will discuss how behavioral data like page views and cross-over Beyond Breakthrough: Stronger analysis, as well as results from a primary survey, provided a better understanding Brands through Better Diagnostics • of consumer media preferences in order to inform content strategy and Phoenix Marketing International engagement. “I’m always curious about new approaches and ways of collaborating Beauty and the Journey Map: to tackle our business’ toughest challenges,” Nathoo says. “At Dow Jones, we’re Perfecting a Flawless Digital looking at business growth through the lens of our customers and as a result, we’re Makeover • Isobar increasingly layering behavioral analytics with traditional research to generate Understanding Sneaker Culture: deeper insights and conclusions about our customers’ motivations and needs.” The Products, the Players and the Community – And How to DATA SECURITY Authentically Engage • YQulse, GDPR Basics for Marketers and Researchers Bleacher Report James Newswanger, Senior Research Manager, IBM How Insight Teams Can Make a One of the hot topics in research in 2018 was the General Data Difference • Insight Management Protection Regulation (GDPR), the EU’s data privacy regulation. Academy Companies were required to comply with GDPR by May 25 or Where’s the Insight? How Wendy’s face heavy fines. While the regulation went into effect in the EU, it also affects Uses Automated Video Analytics to organizations that provide goods and services or that collect and monitor data Find the Right Insight Right Now • of consumers in the EU, no matter where they are located. This new regulation Wendy’s, Voxpopme proved to have a large impact on marketing and research companies. The Future of Insights is Human • In this session, James Newswanger, senior research manager at IBM, will lead a Microsoft discussion on GDPR, providing an overview of the basics of GDPR policy as well as resources for marketers and researchers to train and certify themselves and their How AT&T Gained Accuracy and Reduced the Respondent Burden in teams. There will also be time for a Q&A, allowing attendees to participate in the New Product Research • AT&T, KS&R dialogue. Does Understanding of the Net Promoter Score Calculation Lead to Score Inﬂation? • IBM

B10 • The Event 2019 • BROOKLYN • www.thequirksevent.com WHAT IF IT WERE EASIER TO GET THE ANSWERS YOU NEEDED?

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It is always our goal to offer quality learning sessions at The Quirk’s PRESENTERS Event. To do this, we reach out to your peers and ask them to share real- world experiences, strategies, case studies, best practices and successful applications of research techniques. Wondering who we have lined up to speak in Brooklyn? Here’s a sneak peek.

Gemi Hartojo Peter Manickas Relationship Marketing Manager, Director, Comcast Rise Against Hunger Peter Manickas has over 20 years of experience in market Gemi Hartojo is the relationship research and strategic consulting as a research supplier, marketing manager at Rise consultant and currently as director, Xfinity services Against Hunger, a nonprofit research for Comcast. In addition to many years working organization with a goal to end as a preferred vendor for Comcast, Manickas also worked world hunger. She has over two decades of extensively with all major MSOs (cable companies) to marketing experience building and managing brands such develop a deep understanding of the industry. as Nestle, Cathay Pacific, AOL, American Greetings and Manickas has expertise in all aspects of the market Mobile Oil. research industry including questionnaire design, Hartojo’s passion lies in utilizing data to help guide and multivariate analysis, business-to-business and consumer inform the customer journeys that create opportunities for research. Over the past 10 years he has worked with a variety organizations to cultivate delightful customer experiences. of Comcast teams to derive strategic research insights “I like to serve and make people happy. It’s what drives utilizing both quantitative and qualitative methodologies. me,” she says. “How can I serve if I don’t know whom I’m At The Quirk’s Event, Manickas will co-present the findings serving and what they like?” of a research-on-research study Comcast conducted in At The Quirk’s Event, Hartojo will share a case study partnership with Phoenix MI in a session titled, “Research on presentation, “The Role of Segmentation in the Fight to Research: The Evolving Respondent.” End World Hunger,” discussing how Rise Against Hunger’s work to uncover actionable insights has helped increase engagement and financial support. Scarlet Wynns Hartojo’s interests outside of marketing include creating Senior Director, Comcast opportunities for minority groups. Scarlet Wynns is a seasoned researcher adept at both quantitative and qualitative methods with experience across various industries and analytical areas. She currently works as senior director, research, at Comcast. Wynns received her MFA in film and electronic media from American University in 2001 and earned her Ph.D. in interpersonal communication and media studies from FOR THE MOST COMPLETE, UNC-Chapel Hill in 2003. She has more than 16 years of UP-TO-DATE LIST OF experience both on the vendor and client sides and her articles are published in peer-reviewed academic journals. SPEAKERS VISIT At Comcast, Wynns works with teams across the organization aligning research to eliminate redundancies, improve processes and make research more rewarding TheQuirksEvent.com for stakeholders. At The Quirk’s Event she will co-present a session titled, “Research on Research: The Evolving Respondent,” which will look at the findings of a research on research study Comcast conducted in partnership with Phoenix MI.

B14 • The Event 2019 • BROOKLYN • www.thequirksevent.com Ally Aleman • Insight Strategy Group

Paul Allen • Olson Research Group

Marian Anderson • Microsoft

Julie Arbit • VICE Media

Peter Aschmoneit • quantilope

Alex Baranpuria • Ivy Exec

Suzanne Beane • Landor Associates

Adam Bendriss Alami • Provalis Research

Anders Bengtsson • Protobrand

Jim Berridge • Phoenix Marketing International Emily Paladino Sourav Bhuyan • Zappos Customer Insights Manager, Target Australia Nick Bonney • Deep Blue Thinking Emily Paladino has over 18 years of market research experience, gained in both Joaquim Bretcha • Netquest national and internationally renowned Christina Broat • Echo Qualitative Project market research companies, marketing Support consultancies and brand consultancies across a George Brown • AcuPOLL Precision Research solid range of industry sectors. She currently works at Target Australia as customer insights manager. Russ Budden • E-Tabs Paladino first turned to marketing research due to her interest in Deborah Campbell • Verizon human behavior. “I was drawn to studying psychology at university,” she says. “When it was time to think about how I would apply this interest to Holly Carter • Conﬁrmit a career, I knew I wanted to overlay a commercial aspect to it and landed Henry Chan • PREDIQT on market research. Market research is that wonderful intersection Jim Chastain • RealityCheck where marketing meets consumer psychology, which allows you to have strategic input into the design of products, fashion, store layouts and Andrew Chizever • LRW advertising.” Greg Clayton • Kadence International Paladino specializes in brand, strategy and advertising development; Steven Cohen • in4mation insights new product development; and shopper research. At The Quirk’s Event she will present a session titled, “Lessons Learned from a Decade of Roula Constantine • MarketVision Research MROC Use.” Ericca Dennehy • AcuPOLL Precision Research

Katy Donahue • TechStyle Fashion Group

Kacy Doster • Communicus

Collette Eccleston • LRW

Susan Fader • Fader & Associates Steve Seiferheld Thomas Fandrich • quantilope Director, Market Research Bruce Ferguson • SIRS Swedish Match Ray Fischer • Aha! Strategic Online Qual Steve Seiferheld has spent the last 20+ Platform years in a wide variety of research types, Amanda Fraga • Live Nation roles and verticals. He began working at Swedish Match in April 2016 and is Laura-Lynn Freck • Red Bull North America director, market research. Seiferheld’s client-side Shawn Gensch • Sprouts experience includes positions at Bristol-Myers Squibb, HSN and Nabisco. Barbara Giaimo Rice • TechStyle Fashion A proponent for letting objectives drive methodology, Seiferheld says Group he focuses on choosing techniques that “make it easiest for my target audience to provide the type of feedback I need.” Jeff Goldstein • AcuPOLL Precision Research At The Quirk’s Event Seiferheld will provide real-world examples Kyle Gollins • Pollﬁsh on how research can offer greater impact for colleagues across the Tatiana Gormley • BuzzBack organization in a case study presentation titled, “Getting to Know You: Alternate Stakeholders in Your Organization.” Doug Grant • Inqui Research Seiferheld holds a bachelor’s degree in statistics from Rutgers Andrew Grenville • Maru/Matchbox University and a master’s degree in statistics from Cornell University. He resides in Midlothian, Va., with his wife and two sons. Nina Guest • Olive Garden

www.thequirksevent.com • BROOKLYN • The Event 2019 • B15 Janel Hagaman • AYTM

Caitlin Harley • BBC News

Gemi Hartojo • Rise Against Hunger

Jason Hauer • The Garage Group Jane Roach Digital Customer Research Scientist, Jennifer Ho Manion • KS&R American Family Insurance Tim Hoskins • Quester Jane Roach’s introduction to human Tricia Houston • MMR LIVE factors and usability has led to more than 20 years in experience design and Alexandra Howson • Isobar consumer research. Starting as a UX Eric Hunter • Russell Research designer/researcher, she found herself David Intrator • RTi Research working with marketing research to better understand consumers and Chelle Precht Jenny Karubian • Ready to Launch Research customers, resulting in an overlap President, Complete Research Connection between UX research and MR. Chelle Precht has over 30 years of Rick Kelly • Fuel Cycle In her career she has worked to experience in the marketing research • introduce rapid research and agile Jillian Kramer Ypulse industry and currently serves as methods in many companies. Roach is Tyler Lewis • Neuro-Insight president of Complete Research passionate about increasing speed to Connection. She is a Burke-trained Corrie Loefﬂer • Scripps National market through actionable customer researcher, a QRCA Advance Spelling Bee insights. “I started as a UX designer/ Consultant and an expert in qualitative • researcher, doing a lot of contextual Karen Lynch InsightsNow Inc. and small data quantitative research. and ethnographic research and Zahara Malik • Dynata Precht is also a qualitative research usability testing,” she says. “As time consultant under the umbrella of Peter Manickas • Comcast progressed I found myself working Complete Research Connection and • with market researchers to understand Matt Marontate LivingLens provides moderating, auditing and more about consumers and customers.” Kimberly Marsh • QualQuant Signals field management while assisting with At The Quirk’s Event she will present a management of her focus group facility Mary McIlrath • C+R Research best practice workshop titled, “Broaden in Columbus, Ohio. Your Agile Skill Set: How to Combine Priscilla McKinney • Little Bird As a qualitative researcher, Precht Consumer Insights and Experience Marketing says she draws inspiration through Design Approaches to Get Deeper Anubhav Mehrotra • Live Nation helping others. “Whether it is research Insights Faster.” with patients about their disease Silvena Milenkova • BuzzBack Roach has held positions at the lexicon to help doctors communicate University of Minnesota, Compuware Courtney Minor • Gap better with them, IT professionals Corporation and CUNA Mutual • about backup and replication software Morgan Molnar SurveyMonkey Group. She is currently the digital Audience or moms about diapers and detergent, customer research scientist at knowing that the findings of the Michael Moschella • DKC Analytics American Family Insurance. research I reveal can impact lives Rudy Nadilo • Dapresy North America makes me come to work each day!” Salima Nathoo • Wall Street Journal Precht is presenting a session Dow Jones provided by the QRCA along with Chris Neal • Chadwick Martin Bailey Bruce Ferguson, vice president qualitative research at SIRS. In their James Newswanger • IBM presentation, “Maximizing the ROI Michelle Niedziela • HCD Research from Qualitative Research,” they will draw on their combined experience to Fran Nuzzi • Target Research Group give insight into how to get the most Allison O’Keefe Wright • Open Mind out of every qualitative study. Strategy

Katie O’Mealia • Bleacher Report

Bryan Orme • Sawtooth Software

Martin Oxley • BuzzBack

Emily Paladino • Target Australia

Nik Pearmine • Black Swan Data

Adam Portner • ProdegeMR

B16 • The Event 2019 • BROOKLYN • www.thequirksevent.com ,QWHUDFWLYH 'DWD 6ROXWLRQV Inteeggrratateedd IInnteeggrrata eedd RReeseeaarrchch RReeseeaarrchch SoSolulutit onons SoSolulutit onons

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See you in Brooklyn!

PROUD MEMBER OF

0LQGÀHOG7HFKFRP_0F0LOOLRQ5HVHDUFKFRP %RRWK Chelle Precht • Complete Research Connection

Merrill Raman • Harris Insights & Analytics

Michele Reisner • Target Research Nina Guest Group Manager, Consumer Insights, Olive Garden Randal Ries • IBM Nina Guest is an expert in the restaurant and Jane Roach • American Family entertainment sectors. She joined Olive Garden in Insurance 2013 and is currently manager, consumer insights. Prior to working at Olive Garden, Guest was part of Isaac Rogers • 20|20 Research the consumer insight and organization development Michael Rosenberg • J.P. Morgan teams at Universal Orlando where she used her expertise Tony Ross • Provalis Research in guest and member satisfaction to create memorable vacation experiences. Guest has a bachelor of business administration from the University of Miami School of David Rothstein • RTi Research Business. Rachel Sacco • Wendy’s In her Quirk’s Event session, “Winning Casual Dining with Today’s Teens,”

Aditi Sahni • TechStyle Fashion Group presented with C+R Research, Guest will discuss how Olive Garden teamed up with C+R Research’s YouthBeat® analytics group to gain insight into what drives John Schiela • Phoenix Marketing special occasion dining options for teens. International

Stuart Schwartz • in4mation insights

Steve Seiferheld • Swedish Match Corrie Loefﬂer Ashley Shelley • Ameritest Director, Editorial, Scripps National Spelling Bee Peter Simpson • xsperient | Segmedica At age 11, Corrie Loeffler was first stung by Scripps Jeri Smith • Communicus National Spelling Bee as a speller at the national Preriit Souda • PSA Consultants finals. Today she leads a team of employees and contributors at the company to create a content • Amanda Stockwell Stockwell package used to run spelling programs in more than Strategy 26,000 schools, program materials for regional spelling Kelley Styring • InsightFarm Inc. bees across the country and a communications strategy to bring all levels of the Annette Tassone • IBM Bee into public awareness; and to execute and administer the annual national finals in the Washington, D.C., area. She has worked with the company for 12 years. Ellie Tehrani • Kadence International At The Quirk’s Event, Loeffler will be co-presenting a session titled, “How a Jim Tincher • Heart of the Customer Creative Research Approach is Helping the Scripps National Spelling Bee Explore Sonya Turner • 20|20 Research Expansion.”

Sally Udayakumar • Just Worldwide CAN’T MAKE IT IN MARCH? Gwynne Villota • NPR

John Voda • AT&T

Jennifer Vogel • Voxpopme

Adriana Waterston • Insight Loft/ Horowitz Research

Lynn Welsh • Olson Research Group

Jim Whelan • CLEAR M&C Saatchi Jim White • RealityCheck CHICAGO Andrew Willard • W5 ILLINOIS

Monika Wingate • Digsite APRIL 2-3, 2019

Stephanie Woodstrom • Dell EMC

James Wycherley • Insight Management Academy

Renee Wyckoff • L&E Research

Scarlet Wynns • Comcast VISIT TheQuirksEvent.com FOR ALL THE DETAILS

B18 • The Event 2019 • BROOKLYN • www.thequirksevent.com Predict The Future

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Insights on Demand Founding Member THE NIGHT BEFORE THE EVENT

Women in Research Networking Event

Monday, March 4 Location: TBD NETWORKING Join Women in Research (WIRe) for this complimentary pre-conference networking event for Quirk’s Event attendees of all genders. Enjoy cocktails, canapés and conversation while networking with market research industry leaders. WIRe is a nonprofit organization that champions diversity in the marketing research industry by arming women with the tools to develop professionally, build connections and stay inspired. Registration for this event will be open at a later date, mark your calendars!

INTRODUCING INTERACTIVE SMART BADGES

Quirk’s is excited to introduce smart badges from Klik! These interactive badges allow for easy and fast networking all in one place. Attendees in close proximity can quickly exchange information simply by both pressing and holding down the bottom of the badge. Bright LEDs will illuminate and flash, letting you know that the information has been exchanged. Attendees can also receive content from speaking sessions without having to wait until after the event. During a session, simply click your badge and any materials the presenters make available will download and be accessible in the app. The Klik badge puts you in charge of the content you receive and connections you make! With the Klik app you can: • chat with other attendees and even request meetings; • view profiles of exhibiting firms and request meeting times with particular vendors; • store your connections and event materials; and • keep track of all personal meetings and events.

B20 • The Event 2019 • BROOKLYN • www.thequirksevent.com OPENING NIGHT

MR Musical Jam Session

Tuesday, March 5 7:30 p.m. to 10:00 p.m. Location: Hill Country Food Park Brooklyn

After dinner, check out an MR Jam Session to hear altalentedented Cocktails with Quirk’s MR musicians perform live! Quirk’s will be bringing together a talented collection of musicians in the marketrket Tuesday, March 5 5:30 p.m. to 7:00 p.m. research industry to perform. The MR Jam session sis a a Marriott Brooklyn Bridge Expo Hall great way to kick off the event! Thank you to our sponsors: We’ve had a blast hosting Cocktails with Quirk’s in the past and The Quirk’s Event wouldn’t feel complete without everyone enjoying a few cocktails on us! After the first day of the show is done, mingle and network in the expo hall and take in the “After Dark” Quirk’s Event Party experiences with other attendees from 5:30 p.m. to 7:00 p.m. Free drinks and presented by The Research Club appetizers will be provided. Tuesday, March 5 Stop by one of these stands to enjoy 9:30 p.m. to late a cocktail: Location: Kimoto Rooftop Garden & Lounge

The Research Club is heading back to Brooklyn, New York, collaborating once Booth 617 Kiosks H & J again with the popular Quirk’s Event. Join us on Tuesday, March 5 at the trendy Kimoto Rooftop Garden Lounge for the official “After Dark” networking mixer. Booth 402 Booth 209 This event is exclusive to a limited number of guests. Book your tickets today. The Kimoto Rooftop (located above the ALOFT and Sheraton Hotels) Booth 513 Booth 604 Booth 4 offers fabulous views across the city. Continue the evening at New York City’s first Asian rooftop beer garden. To register and book your tickets please visit theresearchclub.com/events/ brooklyn-after-dark-quirks-party/ Booth 413 Booth 407

EVENT CLOSING Expo Hall Happy Hour FIND UP-TO-DATE INFORMATION Wednesday, March 6 ON ALL THE SPECIAL EVENTS AT 4:15 p.m. to 5:15 p.m. Marriott Brooklyn Bridge TheQuirksEvent.com Expo Hall

Grab a beer and stroll through the expo hall to learn and experience all of the latest and greatest the industry has to offer.

www.thequirksevent.com • BROOKLYN • The Event 2019 • B21 WHO SAID MARKETING RESEARCH EXPERIENCES CAN’T BE FUN?

When we launched The Quirk’s Event in 2015, the one thing we wanted to make sure our event had was some fun. We had attended numerous conferences throughout the years and found few to be truly fun and engaging. So we set out to make The Quirk’s Event a genuine experience. In addition to the great educational sessions and networking activities, the expo hall will be a lively and engaging place where you can learn the latest in the industry and find new partners … while having fun! Stop by exhibits to play a game, enter a drawing, grab a piece of swag or experience a demo – there will be lots to see and do in the expo hall. Here are just a few of the experiences that will be at The Quirk’s Event.

Canine cuddles What’s better than a little fur- therapy? While walking around the exhibit hall don’t miss the chance to snuggle with some adorable puppies. Our furry friends will be on-site for a few hours allowing attendees to take a cuddle break (or two).

Update your image How long has it been since you’ve updated your social media photo? Have a new, professional head shot taken while at The Quirk’s Event. It takes just a few minutes and we’ll e-mail you the link to the high-resolution image that reflects the new you!

B22 • The Event 2019 • BROOKLYN • www.thequirksevent.com GAME ON! We are excited to bring the Klik smart badges and app to The Quirk’s Event. Using the smart badges and app, you can earn points by connecting with exhibitors and other attendees, attending sessions, giving session feedback and by posting on social media. The attendees that achieve a benchmark point total will automatically be entered into a drawing to win great prizes (gift cards, Alexa, portable charges, etc.). Download the Klik event app two weeks before the event to learn how to play and receive game rules.

Let your MR worries melt away Tiny budget? Too many projects? Let your troubles melt away, at least for a few minutes. Stop by and get a chair message from a professional massage therapist.

Speak your mind We want to hear from you! Look for the video kiosk, step up to the microphone and let us know how you feel. Answer one of several questions ranging from your Have your picture favorite research methodology to how you got started in the industry. After the event, Quirk’s will compile a video taken with a celebrity! of the responses giving you the chance to share your clip A loveable celebrity will be stopping by The Quirk’s Event for with friends and colleagues. photo opportunities each morning. Don’t miss your chance to grab a selfie! Want to guess who it is? Here’s a hint: This loyal friend reluctantly solves the most difficult mysteries. His go-to mode of transportation is a van painted with psychedelic colors!

www.thequirksevent.com • BROOKLYN • The Event 2019 • B23 A FOODIE’S PARADISE Whether you’re looking to take advantage of the long lunch break or interested in a bite to eat after the event, the foodie restaurant scene in RESTAURANTS Brooklyn has many choices to offer. Restaurants in the borough will provide you with options ranging from fast-food chains to classic French bistros and authentic Brooklyn pizza.

ROCCO’S TACOS STARBUCKS LUCIANO’S 339 Adams Street 348 Fulton Street 15 MetroTech Center 6 MetroTech Center POTBELLY CAFE METRO SANDWICH SHOP DUNKIN DONUTS 15 MetroTech Center 345 Adams Street 387 Jay Street

HILL COUNTRY CHIPOTLE BURGER KING FOOD PARK 1 MetroTech Center 417-21 Fulton Street 345 Adams Street

PANERA BREAD FIVE GUYS HALE AND HEARTY 345 Adams Street 2 MetroTech Center SOUPS 2 MetroTech Center SHAKE SHACK LA DEFENSE 409 Fulton Street AU BON PAIN BISTRO 70 Myrtle Avenue 2 MetroTech Center SUBWAY 391 Jay Street

OFF THE BEATEN PATH Quirk’s has a few restaurant ideas for anyone interested in venturing beyond Downtown Brooklyn.

Steve recommends: Ralene recommends: Dan recommends: THE RIVER CAFÉ GRIMALDI’S PIZZA BACCARAT JULIANA’S PIZZA HOTEL BAR Offering a classic high-end New American menu, The River Café Join the legendary debate and taste If you’re looking for the quintessential has an award-winning wine list and the pizza at iconic Brooklyn rivals New York City experience, Dan seamless service. Jackets are required; Juliana’s and Grimaldi’s. The pizza recommends hopping over to the ties preferred. Reservations are joints operate side-by-side under the Baccarat Hotel Bar. All libations are recommended. Brooklyn Bridge. Expect a short wait at poured into pieces of Baccarat crystal, 1 Water Street | 718-522-5200 both locations. making this the most elegant place for a nightcap. Grimaldi’s Pizza | 1 Front St. 28 W 53rd St. Fl. 2, New York City Juliana’s Pizza | 19 Old Fulton St.

B24 • The Event 2019 • BROOKLYN • www.thequirksevent.com

EXPLORING NEW YORK

If you’re heading to New York for the very ﬁrst time, we hope you plan to spend an extra day or two to take in the sights! New York City has something for everyone. Here are a few of our favorite spots.

TOURISM

For the history buff: For the photog: THE TENEMENT WALK THE BROOKLYN MUSEUM BRIDGE

The Tenement Museum, located in Experience the famous landmark the Lower East Side neighborhood of up close by taking a walk over the Manhattan, is a National Historic Site. Brooklyn Bridge. Once dubbed the The two historic tenement buildings eighth wonder of the world, the hybrid were occupied between 1863 and 2011 cable-stayed/suspension bridge opened by an estimated 15,000 immigrants in 1883 and connects the boroughs of For a celebrity encounter: from more than 20 nations. The Manhattan and Brooklyn. Check out THE TOUR AT NBC museum’s first restored apartment a guided walking tour or grab a cup of opened in 1992 and today the coffee and your camera and take on the STUDIOS buildings are set up to tell the stories 1.1-mile bridge yourself! Get behind-the-scenes access to some of America’s urban immigrants who of the studios at 30 Rockefeller Plaza! inhabited the area between the 19th From Late Night with Seth Meyers to and 21st centuries. SNL, you’ll experience the entire TV production process firsthand. Tours are popular so booking in advance is highly encouraged.

For a moving experience: 9/11 MEMORIAL AND MUSEUM

Through exhibitions, educational programs and a memorial, The For the theater fanatic: National September 11 Memorial and TKTS BOOTH Museum is a tribute of remembrance to the 2,977 people killed in the The Quirk’s team recommends stopping by a TKTS ticket booth to get your hands terror attacks of September 11, 2001 on day-of-show tickets for Broadway and other New York City theater events at a at the World Trade Center site, near discount. Hit up the booth early to get last-minute tickets on a budget. Shakesville, Pa., and at the Pentagon.

B26 • The Event 2019 • BROOKLYN • www.thequirksevent.com M C BROOKLYN?AKE ITAN’ T T YOU HAVE ONE MORE O CHANCE TO ATTEND!

FOR MARKETING RESEARCH AND INSIGHTS PROFESSIONALS

TICKET PRICES START AT $159*

* Use discount code . C le o b r a p il o a ra SAVE20 v te a r es es g ea ka rch pac ers only. Other

CHICAGO ILLINOIS

APRIL 2-3, 2019

LEGACY SPONSOR Platinum Sponsor TheQuirksEvent.com Make connections with INDUSTRY LEADERS IN INSIGHTS AND DATA

EXPO Welcome to The Quirk’s Event exhibit hall! Here you will ﬁnd the best in the business all in one place. You can connect with companies that provide a range of research products and services including: survey design; data collection and processing; ﬁeldwork; focus group facilities; ethnography; recruiting; translation and transcription software and services; B2B and B2C; research training and education; interviewing; panel providers; online/mobile research; qualitative and quantitative; customer experience; data reporting and visualization; and much more! Here is a list of exhibiting companies (you can see a full list at www.thequirksevent.com).

1 NETWORKING LOUNGE 2

AA 9

Y Z 3 4 8 X W V U T S

R Q L MN OP

HKJ F

E G

D AGILE INSIGHTS LAB C

COFFEE & BEVERAGES

RESTROOMS

5 CELL LOUNGE

FOR THE MOST COMPLETE, UP-TO-DATE LIST OF EXHIBITORS, VISIT TheQuirksEvent.com

B28 • The Event 2019 • BROOKLYN • www.thequirksevent.com Research, Uncomplicated.

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Creative & Messaging

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Ready to move your brand forward through contagious consumer stories? Visit us at Booth 405 at the Quirks Event in Brooklyn to learn how.

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[email protected] Miami, FL Washington, DC www.crgglobalinc.com

www.thequirksevent.com • BROOKLYN • The Event 2019 • B43 projects, you can spend more and screening. PRO-T-S® is a to the Insights Association, collection and analysis. In short, time focusing on the data and predictive dialer specifically ESOMAR, PMRG and other we provide answers to your delivering trends and insights to designed for the survey research research organizations. pressing business questions and your clients and stakeholders. environment. U-Dial is dialing issues through our proprietary www.mv-research.com software that mitigates the TCPA consumer, B2B and medical www.market-cube.com violation risk of interviewing databases and talented in-house cellular phone numbers. ARCS® market research team. Our is an automated feedback and project and field management panel management platform for teams work out of our 40-station recruitment, scheduling, data call center located in Dallas that Marketing Research collection and custom reporting. MedSurvey operates seven days a week and Education Foundation BOOTH 610 two shifts. We have a beautiful www.m-s-g.com (MREF) state-of-the-art market research We have over 40 years of center in Dallas and partner in 40+ REGISTRATION HALL experience in recruiting health U.S. locations including Atlanta, Education is a powerful thing. It care professionals and patients for Chicago, Boston, Cincinnati, is the most influential element MarketSight market research surveys. Health Miami, Denver, New York, New for bringing positive and lasting care is all we do. MedSurvey Jersey and Los Angeles. BOOTH 205 focuses on building strong, long- change. Unfortunately, many www.murrayhillnational.com term relationships with each client, children don’t have access to it. MarketSight offers a cloud-based The marketing research industry becoming a reliable research data analysis and visualization partner and an extension of their is compiled of highly intelligent platform and provides individuals who want to use their teams. We love to solve problems professional design services that using technology as we continue education to inspire others. That’s empower researchers to discover why The Marketing Research to invest in building innovative Netquest and share key insights to drive software solutions for medical Education Foundation (MREF) was BOOTH 102 business decisions. MarketSight market research. created. MREF is an international seamlessly integrates with foundation dedicated to PowerPoint, Excel and all major www.medsurvey.com Netquest is the No. 1 provider enhancing the educational survey platforms and data of opinion and digital behavior opportunities for children and formats. It is an intuitive and data in the market research youth worldwide. MREF is a high robust reporting solution that sector in Latin America, Spain profile, industry-wide initiative that offers the unique ability to easily and Portugal. We count on more involves researchers from every than 10 years of experience in collaborate with colleagues Mindfield – Tech level of the marketing research and enterprises anywhere in creating representative panels industry across the globe. The the world. The company is Integration and Audience of the population, being the foundation will use financial and headquartered in the Boston Insights only company in the region to human resources to provide the be certified with the ISO 26362 area and works with thousands BOOTH 6 tools necessary to give children of customers worldwide. standard, specific for online access to a quality education. MarketSight is part of the Boasting a rich tradition of over access panels. Thanks to our MREF funds projects that promise Reimagine group of companies. 40 years in market research and cross-device technology, we are to improve education worldwide, For more information, visit data collection as McMillion the only company capable of and seek to unite researchers marketsight.com. Research, Mindfield Tech offering integrated information from around the world to help, Integration and Audience about the consumer. Besides whether through teaching, www.marketsight.com Insights is the high-end, single our two offices in the U.S., we building a school, installing resource for all of your online also have the support of our computer libraries or simply and CATI needs. State-of-the-art international team EMAP, based reading to children. 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Capabilities include MarketVision is among the 50 unique power of this technology Hill National has tremendous business sampling, online/ largest research firms in the U.S. to work throughout the creative experience in qualitative and Web sampling, address-based and is a contributing member process from concept to media sampling, cell phone sampling quantitative marketing data

B44 • The Event 2019 • BROOKLYN • www.thequirksevent.com placement and to prove the Hispanic and ethnic research, value of unique media situations OA maintains its presence as the and outlets. premier data collection solution. Panelbase KIOSK T www.neuro-insight.com Open Mind Strategy LLC www.opinionaccess.com KIOSK S Panelbase is one of the U.K.’s most respected research panels Open Mind Strategy is a premium and specializes in providing qualitative and quantitative online sample, scripting and research consultancy that Opinions Ltd. tabulation and concept testing specializes in uncovering deep services to research agencies, The Olinger Group BOOTH 310 audience understanding through marketing agencies, PR agencies BOOTH 707 and other panels. proprietary, innovative research It’s not just data. It’s the methods. OMS is committed to For over 24 years, The Olinger people behind it.Your U.S.- www.drg.global/divisions/ higher standards in the research based strategic research panelbase/ Group has been a national process as well as maintaining leader in market research for partner providing consistent data integrity and accuracy, protocols, accurate, timely and the world’s top companies and simplifying the complicated and brands. With both quantitative quality research services and providing true actionable insights insights. Our team of trusted and qualitative capabilities, that drive business growth. The Olinger Group specializes professionals will support OMS’s expert research team you across a wide range of in custom, primary research hails from diverse backgrounds designed specifically towards methodologies and company- Paramount Market in anthropology, marketing, owned facilities. Our hands-on each client’s unique set of agency planning and brand Publishing needs. The Olinger Group has approach ensures the people strategy and shares a passion who participate in your study are REGISTRATION HALL kept the feel of a boutique firm for understanding what drives while focusing on smart science, present, thoughtful and helpful. consumers to engage with and Our team builds connections We are dedicated to bringing dedicated project management love brands. OMS has worked the best marketing books to your and cutting-edge technology. every day that create long- with leading clients including term partnerships and that’s attention and then getting them www.olingergroup.com Amazon, ESPN, Facebook, iHeart what makes the difference. to your desk quickly. Our books Media, Conde Nast, General Study design to analysis or just are designed so you can extract a Mills, NBCUniversal, Hyatt, fieldwork/data collection. Your large amount of information in a Viacom and more. OMS’s research one-call partner for all research short period of time. We believe and strategic offerings include needs in the U.S. Contact us you should learn something every brand studies, demographic today! [email protected] time you open one of our books Olson Research Group and generational deep dives, – whether you have five minutes BOOTH 502 content and ad assessment www.opinionsltd.com or two hours to spend. The books work, segmentation, insight and we publish have many charts, Olson Research Group has been idea generating workshops and tables and margin notes. They supporting the life sciences customized analysis exploring are well-organized with a good sector for more than 24 years by specific questions. OMS is a table of contents and a thorough providing both qualitative and thought leader partner committed index. Good information can easily quantitative market research to helping shape the future of the P2Sample get buried within the pages of a services and harnessing the industry with syndicated products manuscript. We want you to be BOOTH 710 latest technological offerings. and presentations highlighting able to locate important pieces of What drives our deliverables key insights into generations and P2Sample’s active member panel information quickly when you need is our proprietary database of categories of interest. consists of 50+ million members it. And finally, a good presentation health care professionals, payers helps you remember what you’ve www.openmindstrategy.com worldwide. As one of the most and patients who represent all sophisticated technology- read, that means you look smart corners of the health care space. driven sample providers in the when you share the information The database is continually industry, our strong aptitude for with others! Stop by our bookstore refreshed with new participants programmatic solutions allows at the Quirk’s Event! and thus differs from static us to fulfill your project needs www.paramountbooks.com panels that reach out to the efficiently and on budget. Unlike same respondents repeatedly. Opinion Access LLC most companies, we don’t just The industry-experienced deliver sample, we understand professionals housed in both BOOTH 107 sample. We know what our East Coast and West Coast respondents want or don’t want, Opinion Access LLC is the expert offices proudly provide a full like and dislike, how they behave Phoenix Marketing at managing complex projects spectrum of services, from and what motivates them. We and offering superior data International pure fieldwork/recruitment to utilize proprietary sampling collection. With both domestic the full execution of projects; technology and provide sample BOOTH 612 and offshore CATI operations, from survey design to analytical in hard-to-get areas, including we have the physical resources to As a result of its recent outputs, using qualitative and strong male, Hispanic/ethnic handle the most difficult projects acquisition of Nielsen’s TV Brand quantitative research methods. targets, Millennials/teens and in-house, coupled with over 20 Effect (TVBE), Phoenix Marketing www.olsonresearchgroup.com multinational audiences. years of experience in handling International is now one of the the most intricate of projects. try.p2sample.com largest ad and brand research While grown from CATI, our firms in the U.S. Phoenix MI project management expertise helps clients improve their brand has made us the premier choice and communications, create and for online and global field as well. refine their products and services With specific niches in health care, that they deliver and optimize social science, politics, ad tracking the customer experience driven and an unrivaled expertise in by those commitments. The

B46 • The Event 2019 • BROOKLYN • www.thequirksevent.com ,QWURGXFLQJ

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Learn more at booth 625

founder and sponsor / booth 625 www.phoenixmi.com needs of our clients direct what qualitative and quantitative we do. We are technology and into a single phase, conducted methodology agnostic. We ProdegeMR at-scale. Marketing scientists and recommend to our clients only language analysts collaborate those activities that will enable BOOTH 402 quantilope to produce a comprehensive them to achieve their business KIOSK K analysis that goes beyond data goals. At Phoenix, Research is ProdegeMR has reinvented to bring a full and complete story the market research process Reborn every day. quantilope is a global agile to life – every time, for every by taking a respondent-first insights platform that brings the research need. phoenixmi.com approach. Our diversified power of automation, speed recruitment methods and world- www.quester.com and scientific rigor to your team. class consumer engagement With quantilope you can launch model comprised of over 60 higher-performing products million registered members and services in a fraction of the fosters member retention and time with lower costs. The highly ongoing participation. This innovative, award-winning all-in- Rakuten Insight Pollfish extends many benefits to our one software makes it easier for BOOTH 712 clients, allowing for delivery of KIOSK F companies to put their customers’ recontact surveys, longitudinal and consumers’ relevant needs Rakuten Insight is the leader studies, in-home use tests and Pollfish is an international center stage in all that they do. in online market research data ongoing research programs. market research provider quantilope offers intelligent, collection across Asia. Our offering access to the largest www.prodege.com automated tools based on the proprietary online panels currently distributed audience of real latest quantitative market research cover 12 key Asian markets: consumer respondents in the methods combined with machine Japan, China, Korea, India, world. Using a modern sampling learning and AI. This allows Taiwan, Thailand, Hong Kong, methodology called organic companies to easily understand Singapore, Malaysia, Indonesia, sampling that merges mobile Protobrand their customers’ requirements in the Philippines and Vietnam. delivery, artificial intelligence real time. Since 1997, we are one of the first and a massive audience BOOTH 605 companies in Asia to offer various www.quantilope.com network, Pollfish is able to target types for online research, narrowly target highly specific Protobrand is a technology- such as consumers, IT decision audience segments within their powered market research and makers, B2B, finance, automotive, consumer network of over 550 branding consultancy committed kids and teens, media, patients, million global respondents, to advancing how the world physicians, travelers and many spanning 160 countries and 24 uncovers human truths. Through others. Using a consistent network languages, with lower fraud and our proprietary survey software, Quest Mindshare of local offline partners, apart from Meta4 Insight®, we rejuvenate faster completion times than BOOTH 413 online we can collect data in all competitive survey solutions. traditional quantitative research of Asia via mixed methodologies, Pollfish data has powered stories with deep-seated System 1 Established in 2003, Quest such as CATI, CAPI or CLT (central in almost every major news (behavioral economics) insights. Mindshare has one of the most location testing) or we can directly source in the U.S., including The We work with leading global extensive and flexible groups conduct offline fieldwork – F2F, New York Times, Washington brands across industries to uncover of online panel assets in the mall intercept, door-to-door, etc. Post, Fox News and Inc. decisive insights that propel industry. With a solution for brands to unparalleled success. insight.rakuten.com www.pollfish.com almost every B2B and consumer www.protobrand.com need, Quest is global, with its greatest strengths in North America and Europe. Let us know what your hard-to-find audience is and we will either offer support Provalis Research through our diverse panel assets Realeyes or recommend ways to get it PopResearch BOOTH 10 BOOTH 4 done. With hundreds of studies BOOTH 9 running through operations Provalis Research is the RealEyes Media specializes in daily, Quest’s primary goal is to developing Web and desktop Pop is a beautifully simple suite world’s leading developer continue to be a trusted source applications that interact with of fully automated DIY market of text analytics software, of quality and your reliable data your data. We have the expertise research and data visualization with ground-breaking collection partner. to engage your target audience tools built for brand and ad qualitative and quantitative on any server or deployment managers by research, brand analysis programs such as QDA www.questmindshare.com platform. and communications experts. By Miner, an innovative mixed- placing control of the research in methods qualitative data realeyes.com the hands of the product, brand analysis software; WordStat, a and ad development teams, powerful add-on module for PopResearch allows you to save computer assisted content Quester time, money and deliver more analysis and text mining; and BOOTH 702 useful results. PopResearch is SimStat, an easy yet powerful designed to conduct concept statistical software. Quester is a consumer and testing, copy testing, logo provalisresearch.com market research company Reckner Associates Inc. testing, naming studies, package that specializes in harnessing testing, tagline testing, brand BOOTH 307 the power of conversation. and advertising tracking and Quester’s conversational WithWith more than 25 years custom research projects in a architects leverage an award- of experience, Reckner is a fraction of the time and cost of winning artificial intelligence trusted fieldwork and facility traditional research services. moderator to develop one-on- partner. Our companies provide www.popresearch.com one conversations, blending state-of-the-art testing facilities

B48 • The Event 2019 • BROOKLYN • www.thequirksevent.com Go Deeper With Every Participant ARTIFICIAL INTELLIGENCE

is infiltrating nearly every industry, making products and services smarter, faster and more efficient.

Ours is no exception.

As the only consumer insights partner conducting online and mobile interviews utilizing a software moderator driven by artificial intelligence, Quester is pioneering the way.

Our unique survey designs deliver richer, deeper insights with every participant, every time.

Visit us at Booth 702 to learn more, or visit Quester.com

QUANT + QUAL Better Together and reliable, veriﬁed health care costs and time to insight. data collection, multimedia ﬁeldwork: Reckner Facilities Experience qualitative insights at and video, tabulation, coding provides sensory and product a quantitative scale with Remesh. Research America and even tablets to turn your testing facilities located near [email protected] BOOTH 303 on-site mobile surveys into New York City, Philadelphia and usable and actionable data. remesh.ai/

of market research use cases: Genius portal, allowing you provide your business with the experience combined with our consumer behavior, market to brand and send your own expertise and human resources proprietary platform makes us sizing, competitive intelligence, incentives. Tango Card handles to assist innovation and product the ideal solution for matching product development, ad all customer service related to development. Sound good? research talent with open testing, brand tracking and your participants spending their Send us an e-mail at hello@ opportunities in our industry. more. Load Audience Credits incentives. targetresearchgroup.com or We welcome the opportunity to for one-time financial approval come by booth 615 to speak work with you as we build the www.tangocard.com and one-click checkout or with us! future of executive recruiting expedite fielding by choosing for research and insights targetresearchgroup.com Express Delivery. SurveyMonkey professionals. Audience is built for speed, www.trustedtalentmr.com enabling results in minutes or hours, not weeks or months. Target Research Group www.surveymonkey.com/mp/ BOOTH 615 audience/ Target Research Group is an Telepoll Market Research employee-owned, full-service BOOTH 312 sensory and consumer insights U&I Collaboration LLC research company. In business Telepoll Market Research is an KIOSK G Surveys & Forecasts LLC for over 30 years, we understand experienced data collection how to move products from firm with 25 years of experience. A products research technology KIOSK Q concept to commercialization. Telepoll specializes in telephone company specializing in the Midwest. Reckner Healthcare Through our proven methods, market research utilizing proven front-end development for Connect with people at retail ResearchAre you committed to America is a nimble, we help unlock the ambiguity and proprietary interviewing and desired products and services. excellence? We are – we love of consumer truths and increase data collection techniques. From Collaboration’s unique the art and science of marketing, product success rates. Relied on customer service and outreach purpose-built technologies the exploratory learning process by some of the largest brands campaigns to difficult C-level and diagnostic tools form and uncovering new insights. in the world. We have a proven and multilingual studies, Telepoll an integrated approach Research is fun and full of track record designing the most has the necessary experience to producing deep, market-based challenges and that’s what gets successful product launches deliver on the most demanding understanding of people us up in the morning (beats a in the last 30 years. Our deep projects. Make Telepoll your and products they really want. cold shower)! And frankly, no knowledge of the new product data collection partner today! Optimal product spaces are one does marketing research development process allows us quickly and precisely defined, www.telepoll.net/ or interpretive analytics better to walk side-by-side with clients reducing product development than we do. Just ask our clients: asking the right questions and time and evaluation costs by we get it done. Let us share synthesizing critical information 50 percent or more. Since 1999, our infectious enthusiasm for to make data-driven decisions. a comprehensive process with marketing and learning with We identify customer truths. many successful outcomes. you! Let us help you solve your Using a blend of traditional Toluna Collaboration: proprietary most difficult marketing and research data coupled with methods, strategic information, analytic challenges and see alternative data such as social, BOOTH 302 refined technologies, what creative and thoughtful sales, manufacturing and comprehensive understanding, A pioneer in the dynamic research and analysis looks like. government data, we uncover original thinking, unparalleled world of marketing research, Of course, our skill set includes hidden and hard-to-see customer results. “It works everytime!” data collection, reporting and the usual suspects from concept truths. Our modeling, machine visualization, Toluna brings www.theuandigroup.com development to business learning and artificial intelligence together people and brands strategy. So what are you doing solutions enable research in the world’s largest social to understand your customers departments to design, validate today and what are you doing voting community. As a leading and monitor product portfolios MARKET RESEARCH all-in-one global source for INSTITUTE INTERNATIONAL to plan for a tomorrow that will at-scale. Introducing the Product actionable insights, we help most certainly be very different? Knowledge Graph (PKG). Using Univ. of Georgia/MRII market researchers, insights And what are you waiting for – the latest in machine learning KIOSK AA professionals and companies let’s get started! and database technology, our anywhere in the world make flagship software solution (PKG) University of Georgia & MRII www.safllc.com clearer and better business enables researchers, product offer a catalogue of online decisions that drive better developers, food scientists and self-paced courses that teach business results. chemists to effectively manage, the foundational principles of monitor and design products www.toluna-group.com insightful market research. The using powerful recommendation Principles Express family of short Tango Card algorithms. Connecting courses focuses on the individual disparate data sources such skills that form the essential toolkit BOOTH 313 as manufacturing, ingredient, of the contemporary researcher. nutritional and traditional Trusted Talent The Principles of Market Research Tango Card exists to make it product research data, PKG course provides A-to-Z coverage easy to send digital incentives KIOSK U drastically increases success rates of the entire research process and awesome to receive them. while reducing development and supports the certification Work with Tango Card to Trusted Talent is an executive cycles. Our new Collaborative requirements of associations automate or order e-gift cards, recruiting firm specializing Insights Program (CIP). A scalable worldwide. Graduates receive an digital prepaid cards, digital in identifying and placing turnkey solution fully managed automatic exemption from the checks and nonprofit donations professionals in the market by Target on-site at your facility Insight Association’s Professional around the globe. Tango Card research and consumer insights or off-site. We can create a new Researcher Certification (PRC) has the rewards-as-a-service industry. Our clients look to sensory and consumer testing exam. Nearly 9,000 practitioners API to facilitate automated Trusted Talent for both full- function or optimize and extend from 104 countries have incentives as well as the Rewards time and interim placements. existing resources in order to Our team’s extensive industry enhanced their skills through provides health care fieldwork for value-basedB54 • The Eventb 2019 • BROOKLYN • www.thequirksevent.com full-service and field stores, restaurants, sporting health care and pharmaceutical market research firm providing events, movie theaters, college research through its own organizations with consumer campuses and more. Our proprietary panel of physicians, insights needed to enhance latest offering, Sensor 2.0., is health care professionals, hospital Research & Results products and services for an innovation in qualitative administrators, payers, decision their customer base. With 300 research. Respondents makers and opinion leaders. 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B52 • The Event 2019 • BROOKLYN • www.thequirksevent.com WE TURN DATA INTO MEANING

FROM DATA TO MEANINGSM 203-324-2420 [email protected] of market research use cases: Genius portal, allowing you provide your business with the experience combined with our consumer behavior, market to brand and send your own expertise and human resources proprietary platform makes us sizing, competitive intelligence, incentives. Tango Card handles to assist innovation and product the ideal solution for matching product development, ad all customer service related to development. Sound good? research talent with open testing, brand tracking and your participants spending their Send us an e-mail at hello@ opportunities in our industry. more. Load Audience Credits incentives. targetresearchgroup.com or We welcome the opportunity to for one-time financial approval come by booth 615 to speak work with you as we build the www.tangocard.com and one-click checkout or with us! future of executive recruiting expedite fielding by choosing for research and insights targetresearchgroup.com Express Delivery. SurveyMonkey professionals. Audience is built for speed, www.trustedtalentmr.com enabling results in minutes or hours, not weeks or months. Target Research Group www.surveymonkey.com/mp/ BOOTH 615 audience/ Target Research Group is an Telepoll Market Research employee-owned, full-service BOOTH 312 sensory and consumer insights U&I Collaboration LLC research company. In business Telepoll Market Research is an KIOSK G Surveys & Forecasts LLC for over 30 years, we understand experienced data collection how to move products from firm with 25 years of experience. A products research technology KIOSK Q concept to commercialization. Telepoll specializes in telephone company specializing in Through our proven methods, market research utilizing proven front-end development for Are you committed to we help unlock the ambiguity and proprietary interviewing and desired products and services. excellence? We are – we love of consumer truths and increase data collection techniques. From Collaboration’s unique the art and science of marketing, product success rates. Relied on customer service and outreach purpose-built technologies the exploratory learning process by some of the largest brands campaigns to difficult C-level and diagnostic tools form and uncovering new insights. in the world. We have a proven and multilingual studies, Telepoll an integrated approach Research is fun and full of track record designing the most has the necessary experience to producing deep, market-based challenges and that’s what gets successful product launches deliver on the most demanding understanding of people us up in the morning (beats a in the last 30 years. Our deep projects. Make Telepoll your and products they really want. cold shower)! And frankly, no knowledge of the new product data collection partner today! Optimal product spaces are one does marketing research development process allows us quickly and precisely defined, www.telepoll.net/ or interpretive analytics better to walk side-by-side with clients reducing product development than we do. Just ask our clients: asking the right questions and time and evaluation costs by we get it done. Let us share synthesizing critical information 50 percent or more. Since 1999, our infectious enthusiasm for to make data-driven decisions. a comprehensive process with marketing and learning with We identify customer truths. many successful outcomes. you! Let us help you solve your Using a blend of traditional Toluna Collaboration: proprietary most difficult marketing and research data coupled with methods, strategic information, analytic challenges and see alternative data such as social, BOOTH 302 refined technologies, what creative and thoughtful sales, manufacturing and comprehensive understanding, A pioneer in the dynamic research and analysis looks like. government data, we uncover original thinking, unparalleled world of marketing research, Of course, our skill set includes hidden and hard-to-see customer results. “It works everytime!” data collection, reporting and the usual suspects from concept truths. 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Please contact us if you'd like a partner that cares about your success [email protected] | 1.877.558.2646 | www.tangocard.com these courses. Quirk’s Media is a interdisciplinary decision- and nimble in our approach to proud supporter of the Principles making processes and learn full-service marketing research programs. For more information, how to positively impact and research strategy services. visit www.marketresearchcourses. outcomes by observing key Headquartered in Durham, N.C., org. decision makers in action; Voxpopme we ensure the highest quality virtual concept validation – and standards in the work we www.georgiacenter.uga.edu/ BOOTH 406 simulate real-life scenarios conduct for our clients. From courses/market-research (online or in-person) for Voxpopme is the world’s No.1 transformative group, in-context hands-on interaction involving video insight platform, with an and digital qualitative inquiry, to customers early and often to impressive global client list of robust quantitative techniques reduce risk; agile research – brands and agencies. We help encompassing surveying and quick without cutting corners; businesses and brands see the sophisticated data modeling, video capture – embed an people behind the data to drive we offer a range of innovative Vault Consulting “answer by video” option real customer-centric decision- services that deliver strategic to one or more open-ended solutions to ensure impactful, BOOTH 106 making. Our unique technology questions in an online or mobile lets clients capture customer sustainable advantage. survey. We specialize in difﬁcult- Centrac – A Division of Veris videos at-speed, analyze at- w5insight.com Consulting is now Vault to-reach targets, innovative scale and share with ease. With Consulting. Vault Consulting and fresh methodologies and Voxpopme, every data point LLC offers full-service custom transferring best practices used to make decisions can be primary market research to across industries. Vault’s backed up by the real human strengthen decision-making custom solutions also include story. a premier suite of highly WebMD/Medscape for our clients working in site.voxpopme.com health care/medical, B2B, specialized services in the areas Market Research of outsourced accounting and industrial, consumer, intellectual BOOTH 511 property, associations and other survey research. categories. Using a consultative vaultconsulting.com As part of the most trusted and approach, Vault designs and recognized brand in health care, executes innovative quantitative Medscape Market Research and qualitative research in the W5 Inc. provides physician and health U.S. and globally. Balancing care professional recruitment traditional and new MR, we BOOTH 505 solutions that deliver high- are a leader in deploying quality results. At Medscape, we emerging techniques for W5 is an established mid-size know delivering research results custom solutions including: B2B research agency, collaborative on time and within budget is mock committees – recreate and boutique in nature, creative essential – but it isn’t everything.

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B56 • The Event 2019 • BROOKLYN • www.thequirksevent.com If the underlying data quality that are sure to delight your isn’t there, if you don’t produce clients. Contact us for the latest meaningful results, your study in marketing research. suffers. That’s why we provide xsperient.com Zappi Zeldis Research the high-value data you need BOOTH 5 with a unique combination of AGILE INSIGHTS LAB recruiting services, advanced Zappi is the world’s most Since 1991, Zeldis has been targeting and research solutions powerful automated consumer designing customized market that deliver the respondents insights platform. We help research to help clients you need to get the successful Ypulse global brands make better understand their customers and outcomes you’re after. BOOTH 403 decisions to drive business establish themselves as thought leaders. We use a variety of www.medscape.com/sites/ Ypulse is the leading authority growth, shape product methods to obtain the exact public/marketresearch on Millennials and Gen Z: development and enhance their results you need, including live tweens, teens and young adults. advertising and branding efforts. and online qualitative, online We capture and analyze market Zappi puts the consumers at and telephone quantitative trends, providing a steady the heart of all your business and a wide range of advanced stream of insights backed decisions and eliminates risk. analytic techniques. Whether by monthly and quarterly Stop by The Agile Insights Lab you need support for business survey data to help brands (Sponsored by Zappi) in to xsperient | Segmedica or consumer markets, we are better understand, engage witness ﬁrsthand how global ready to help! Our experience is BOOTH 204 and communicate with youth. brands make better decisions largely focused on the following Leveraging our proprietary to drive business growth, shape industries: insurance, retirement xsperient | Segmedica is a research panel of people aged product development, and planning/investments, leading marketing research 13-35, we produce syndicated enhance their advertising and publishing, pharmaceuticals, company providing the latest insights and offer a full suite of branding efforts. In this lab you’ll health care and Millennials. innovative methodologies to custom research capabilities learn how to put the consumers areas related to health care, that leverage our stellar research at the heart of all your business www.zeldisresearch.com health and wellness. Our team to solve unique challenges decisions and minimizes risk. approaches start with mHealth, faced by major brands. Let one of the Zappi experts digital research that is designed help you solve your insight pain to dig deeper. Our insightful www.ypulse.com points and problems research is compiled into www.zappistore.com interactive reporting of key ﬁndings and recommendations

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www.thequirksevent.com • BROOKLYN • The Event 2019 • B57 GET TO KNOW THE QUIRK’S TEAM

The Quirk’s Event is run by a family-owned-and-operated business that MEET QUIRK’S has been dedicated to serving the marketing research industry since 1986. It is our mission to be the marketing research information source for those who conduct, coordinate and purchase research products and services – and what better way to do this than through an industry event!

The team that provides your go-to MR resources throughout the year is the same team that works the event ﬂoor. We create the best event experience possible by employing expert event managers, a tech-savvy attendee liaison, professional journalists and a dedicated sales staff.

Steve Quirk Dan Quirk Kari Rice President and Publisher Vice President of Marketing and Product Event Manager Development Steve began his full-time career at Kari has been The Quirk’s Event Quirk’s in 1994. As president, Steve Dan began his career at Quirk’s in manager since its founding in 2015. oversees Quirk’s staff and all daily 1993. His focus is on developing future She is responsible for the overall operations and ensures that Quirk’s strategies and engaging with industry execution of the event. Kari has over is offering its audience the best end clients. At The Quirk’s Event, he 10 years of experience managing marketing research content possible. rings the chimes. events and is a Certified Meeting Professional (CMP).

Katie Kulp Ralene Miller Tina Mincks Speaker Liaison Audience Development and Tech Guru Senior Registration Manager Katie joined The Quirk’s Event Ralene joined Quirk’s as the directory Tina has been with The Quirk’s Event team in 2017. This year she will be editor in 2014. In addition to since its inception. She is responsible overseeing all event speakers and managing Quirk’s audience, she has for the entire registration process, presentation rooms, ensuring it is a provided expert technical support at from software setup to registration rewarding experience for them. Katie The Quirk’s Event since its launch in customer support and on-site has organized and managed over 400 2015. execution. events in her career.

B58 • The Event 2019 • BROOKLYN • www.thequirksevent.com Rachel Carpino Registration Manager Rachel is the newest member of The Quirk’s Event team. She heads up the registration team, ensuring attendees have a smooth and We’re here friendly experience. to HELP!

Joe Rydholm Editor Joe has been editor of Quirk’s Marketing Research Review Magazine since 1988. He coordinates with industry experts to produce articles and Quirk’s Event sessions that are timely, practical and useful.

Lance Streff Stewart Tippler Account Executive Head of European Sales Lance joined Quirk’s in 2007 as a sales Stewart joined Quirk’s in January 2018 after representative, selling advertisement serving as the event manager of the Insight space for the print publications, Show. In his role with Quirk’s, Stewart leads e-newsletters, Quirk’s Web site and the company’s European market outreach. The Quirk’s Events.

Evan Tweed Vice President of Sales Evan began his career at Quirk’s in 1990. As VP of sales, he works with clients to optimize their presence in Quirk’s print publications, e-newsletters, Web site, The Quirk’s Events and more.

Sara Cady News and Content Editor Ilana Benusa Sara joined Quirk’s in 2015. She is the Account Executive editor of Quirk’s Daily News Queue Ilana is an account representative who works and works with research companies to with her clients to ensure they get maximum produce Quirk’s sponsored content. visibility within the Quirk’s brands. She joined Quirk’s in 2014.

www.thequirksevent.com • BROOKLYN • The Event 2019 • B59 ••• This issue of Quirk’s is made possible by our valued advertisers. Their ongoing support - along with that of the other INDEX OF 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 ADVERTISERS contact the organizations listed below, let them know you saw their ad in Quirk’s!

20/20 Research ...... p. B29 Ascribe ...... p. B31 B2B International ...... p. 31 800-737-2020 | www.2020research.com 513-241-9112 | www.goascribe.com 914-761-1909 | www.b2binternational.com

C&C Market Research, Inc. Inside Back Cover Conﬁ rmit ...... p. B34 CRG Global, Inc...... p. B43 479-785-5637 | www.ccmarketresearch.com 212-660-1800 | www.conﬁ rmit.com 800-831-1718 | www.crgglobalinc.com

DISQO ...... p. B35 E-Tabs ...... p. B33 Fieldwork Network ...... pp. 5, 40 818-287-7633 | www.disqo.com 888-823-8227 | www.e-tabs.com 800-TO-FIELD | www.ﬁ eldwork.com

Focus Pointe Global ...... p. 3 Insight Management Academy ...... p. 29 Interactive Video Productions, LLC . . . . . p. 7 888-873-6287 | www.focuspointeglobal.com 44-7982-245807 | www.insight-management.org 732-970-9446 | www.interactivevideo.com

Issues & Answers Network, Inc. . . . . p. B42 Kadence ...... p. B41 LRW - Lieberman Research Worldwide . p. B7 800-23-ISSUE | www.issans.com 617-874-5700 | www.kadence.com/usa 310-553-0550 | www.lrwonline.com

Lucid ...... p. B11 M/A/R/C Research ...... p. 11 Market Cube LLC ...... p. B37 504-264-5820 | http://luc.id 800-884-MARC | www.marcresearch.com 843-628-5072 | www.market-cube.com

Marketing Research Education Foundation . p. 37 MindField Tech ...... p. B17 Murray Hill National ...... p. 23 903-484-MREF | www.MRGivesBack.org 304-343-9650 | http://mindﬁ eldonline.com 972-707-7645 | http://murrayhillnational.com

Netquest ...... p. B50 Olson Research Group, Inc...... pp. 9, B45 P2Sample ...... p. 43 34-932-050-063 | www.netquest.com 267-487-5500 | www.olsonresearchgroup.com 404-446-2720 | www.P2Sample.com

112 Quirk’s Marketing Research Review // February 2019 www.quirks.com

Phoenix Marketing International . . . . . p. B47 ProdegeMR, LLC ...... p. B9 Quest Mindshare ...... p. B57 888-876-7641 | www.phoenixmi.com 310-294-9599 | www.prodegemr.com 416-860-0404 | www.QuestMindshare.com

Quester ...... p. B49 The Quirk’s Event ...... p. B27 Quirk’s Talent ...... p. 27 877-232-1005 | www.Quester.com 651-379-6200 | www.TheQuirksEvent.com 651-379-6200 | www.QuirksTalent.com

RTi Research ...... p. B53 Schlesinger Group ...... Inside Front Cover Scientiﬁ c Telephone Samples ...... p. 33 203-324-2420 | www.rtiresearch.com 866-549-3500 | www.schlesingergroup.com 800-944-4STS | www.stssamples.com

SurveyMonkey ...... Back Cover Tango Card ...... p. B55 Target Research Group Inc...... p. B51 860-670-6015 | www.surveymonkey.com 877-558-2646 | www.tangocard.com 845-426-1200 | www.targetresearchgroup.com

Toluna ...... p. B19 Voxpopme ...... p. B25 WebMD Medscape Research...... p. B56 866-296-3049 | www.tolunainsights.com 303-488-3301 | https://site.voxpopme.com 212-301-6700 | www.medscape.com

Zappi ...... p. B12-13 44-20-3889-7682 | www.zappistore.com

Quirk’s Marketing Research Review, (ISSN Subscription Information: U.S. annual rate (12 POSTMASTER: 08937451) is published 9 times per year - Jan., issues) 70; Canada and Mexico rate 120 (U.S. Please send change of address to Feb., Mar., April/May, June/Jul., Aug./Sep., Oct., funds); international rate 120 (U.S. funds). U.S. Quirk’s Marketing Research Review Nov., Dec. - by Quirk Enterprises Inc., 4662 Slater single-copy price 10. Change of address notices P.O. Box 22268, St. Paul, MN 55122. Road, Eagan, MN 55122. Mailing address: P.O. Box should be sent promptly; provide old mailing © 2019 Quirk Enterprises Inc. All rights reserved. 22268, St. Paul, MN 55122. Tel.: 651-379-6200; label as well as new address; include ZIP code or Quirk’s Marketing Research Review is not Fax: 651-379-6205; E-mail: [email protected]. Web postal code. Allow 4-6 weeks for change. responsible for claims made in advertisements. address: www.quirks.com. Periodicals postage paid at St. Paul, MN and additional mailing offi ces. www.quirks.com February 2019 // Quirk’s Marketing Research Review 113 ••• Conversations with BEFORE YOU GO corporate researchers

10 minutes with... Gwynne Villota Associate Director, Audience Insights, NPR

We so often hear about the challenges of working on a small insight team. What are some of the benefits?

I love the diversity of projects I get to work on. One of the things I worried a t lo about when I left consulting to come to NPR was whether I would get bored il V e or stuck in a rut. Luckily that has not been the case! On any given day I may nn analyze ratings for our shows, design a new custom survey that we’ll run in wy G our panel or try to make progress on how we measure our audience across platforms. My brain gets pulled in a lot of different ways and that keeps me interested and engaged.

Do you have any tips for client-side researchers looking to get more “It’s hard for anybody attention from the C-suite? There are a couple of strategies that have worked well for us. One is bringing our internal clients along with us from the beginning of a project through to truly buy in on the to the final results. It’s hard for anybody to truly buy in on the results and implications of a project when all they get is a long PowerPoint deck at the end. We try to be in frequent communication with the key users of a study along the results and implications way, giving them the chance to shape the scope, get a peek at the initial findings and then plan the rollout to the rest of the organization. The other approach we’ve had some success with is creating something other of a project when than just a PowerPoint deck – ideally something tangible – with the results. In one case this meant creating a small deck of cards that summarized the findings and asked, “How might we…?” questions based on the findings. Our all they get is a long training team used them to facilitate strategic conversations about content and products. In another case we created Sankey graphs that presented data in a new way. Both made an impression. PowerPoint deck at What excites you about coming to work each day? NPR is full of smart, inquisitive people who believe wholeheartedly in our the end.” mission to inform and engage the public. Presenting audience fi ndings to journalists who are trained to ask tough questions can be intimidating. But no one ever asks a hard question maliciously or tries to undermine you. We are all just trying to make ourselves smarter and our content more relevant to our audience.

Gwynne Villota will be presenting a session titled, “How NPR is Building a Diverse Millennial Audience” at The Quirk’s Event in Brooklyn, N.Y. Read the full interview at www.quirks.com/articles/2019/20190222.aspx.

114 Quirk’s Marketing Research Review // February 2019 www.quirks.com Taste. Touch. Feel. SMELL. Unmatched Sensory Testing!

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