How Insight Teams Can Transform in 2019

For marketing research and insights professionals

HAPPY NEW YEAR! LONDON HOW INSIGHT TEAMS FEBRUARY 12-13, 2019 CAN TRANSFORM IN 2019

PLUS Hybrid research informs The Wall Street Journal PREVIEW INSIDE! How to trip up the survey trolls Why top-box is not tops

ADVERTISING SECTION Quirk’s Marketing Research Review January 2019 10 Top Millennial and Volume XXXIII Number 1 Gen Z 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 research locations nationwide focuspointeglobal.com [email protected] 888.873.6287 Quirk’s Marketing Research Review CONTENTS January 2019 • Vol. XXXIII No. 1 DEPARTMENTS 6 Click With Quirk's 8 In Case You Missed It... page For marketing research and insights professionals 89 12 Survey Monitor 16 Product and Service Update page 20 Outlook 2019 HAPPY NEW YEAR! LONDON HOW INSIGHT TEAMS FEBRUARY 12-13, 2019 56 78 10 Top Millennial/Gen Z CAN TRANSFORM IN 2019 Research Companies page PLUS Hybrid research informs The Wall Street Journal PREVIEW 82 Names of Note INSIDE! How to trip up the survey trolls 62 Why top-box is not tops 84 Research Industry News page 88 Calendar of Events 66 136 Index of Advertisers page 138 Before You Go…

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ADVERTISING SECTION Quirk’s Marketing Research Review Publisher • Steve Quirk January 2019 78 10 Top Millennial and Volume XXXIII Number 1 [email protected] | x202 Gen Z 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 56 Time to make a difference [email protected] | x212 How insight teams can Audience Development • Ralene Miller transform in 2019 [email protected] | x201 By James Wycherley 70 Worth the work Production Manager • James Quirk How to explore the four [email protected] | x206 components of customer eff ort Directory Sales • Ilana Benusa CASE STUDY By Tom Neveril [email protected] | x213 62 One goal, many methods V.P. Sales • Evan Tweed 74 We can do better Creating a customer-fi rst media [email protected] | x205 Why top-box is the top mistake experience at The Wall Street Sales • Lance Streff marketers and researchers make [email protected] | x211 Journal By Ken Faro and Elie Ohana By Maria Petersen European Sales • Stewart Tippler [email protected] | +44(0)7989-422937 COLUMNS ••• moving? make sure TECHNIQUES 10 Trade Talk Quirk’s comes with you! 66 Fight the good fi ght Readers weigh in on the year ahead Send change of address information to [email protected] How to fi nd and eliminate By Joseph Rydholm cheaters, liars and trolls from your 52 Data Use Download the Quirk’s iPad, iPhone surveys Decision trees are (usually) better or Android app to view this issue. By Joe Hopper than logistic regression An interactive downloadable PDF of By Tim Bock this magazine is available at www. quirks.com/pdf/201901_quirks.pdf.

4 Quirk’s Marketing Research Review // January 2019 www.quirks.com JANUARY THROUGH DECEMBER 2019

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••• get published Quirk's Blog Write for Quirk’s in 2019! Forming alliances to lead through disruption t Quirk’s we are https://bit.ly/2SN01bd Aalways looking for interesting, objective articles on all aspects of Millennials, CX and the fi nancial marketing research and services industry we welcome articles from https://bit.ly/2zcM80c outside sources. As our international audience continues to grow we are 3 tips for pitching innovative particularly interested in ideas hearing from research- https://bit.ly/2NHSpno ers in the EMEA and APAC regions. Between our magazine, which is distributed in print and Research Industry Voices digital forms, our twice- monthly e-newsletter, our Research Industry Voices blog and our Careers blog, we Moderators, check your bias at have a variety of outlets for authors. Our various outlets allow for everything from the door in-depth case studies to op-ed-style articles. https://bit.ly/2QCUHsN To submit an article for consideration, sent materials to Quirk’s Editor Joseph Rydholm at [email protected] or to Quirk’s Digital Content Editor Emily Koenig at Bringing together online and [email protected]. Submission guidelines and Quirk’s 2019 editorial calendar are offl ine location data available online at www.quirks.com/pages/write-for-quirks. https://bit.ly/2AVxqIK

Researchers, are you paying attention to the U.S. Census? https://bit.ly/2E6WbF5 // E-newsworthy Research Careers Blog

Strategies for inspiring action The advantages of an age- through research diverse workforce quirks.com/articles/2018/20181126-1.aspx https://bit.ly/2ANnUIw

Making video insights count 5 tips for attracting great quirks.com/articles/2018/20181126-2.aspx candidates https://bit.ly/2G2sIhT

Sample balancing: Tips for achieving a Surviving a week unplugged representative sample https://bit.ly/2RCUhzR quirks.com/articles/2018/20181225-2.aspx

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

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• PRODUCT DEVELOPMENT concept testing, product needs identiﬁcation, nomenclature, pricing, marketing • CUSTOMER EXPERIENCE (B-TO-B #CX) customer journey, B-to-B brand touchpoints, digital environment To know what we know, please contact us at 248-786-1683 or [email protected]

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••• brand research Data breaches spur consumer actions

enver-based identity security fi rm Ping Identity surveyed more than 3,000 Dpeople across the U.S., U.K., France and Germany to fi nd out what they expect ••• customer experience from brands when it comes to the safekeeping of personal information. Almost half (47 percent) have made changes Rating the rating to the way they secure their personal data as a result systems of recent breaches survey of over 3,000 U.S. consum- and over half (54 Aers by ReviewInc found that the percent) are more most popular system for rating the concerned with experience with a company or business protecting was the familiar fi ve-star rating sys- their personal tem. Respondents were given a choice information of three rating systems: the fi ve-star today than rating system; an emoji rating system they were of happy, OK and sad smiley faces; and a year ago. a Net Promoter Score system. Seventy- The emoji-based systems were eight percent second-most popular and Net Promoter of respon- system was the least popular. The 18-to- dents would 24-year-old demographic showed a lower stop engaging preference for the fi ve-star system than with a brand on- any other age group. At the same time, line and more than they showed the greatest preference for one-third (36 percent) Net Promoter Score. The 65+ age group would stop engaging showed the greatest preference for the altogether if the brand had fi ve-star rating system and least for the experienced a breach. Nearly Emoji-based rating systems. half (49 percent) would not sign up and use an The emoji rating systems off er online service or application that recently experienced a data breach. simple decision-making with the pos- Ping found the greatest discrepancies in security sentiment and practices sibility of binary and ternary choices. between those under 35 and those over 55. While the younger consumers have Whether it’s based on the model of greater confi dence in brands’ ability to protect their personal information and are “happy or sad” or “happy, OK or sad,” more likely to spend more to ensure their personal information is protected, the these rating systems let consumers, older group guards their sensitive information more carefully and is less likely to inundated with requests for ratings, have experienced fi nancial loss as a quickly provide their selection without result of a data breach. thinking too much. However, unlike the fi ve-star or NPS options, the emoji rating systems can lack depth as it is more diffi cult to spot small improvements in the overall rating of a prod- www.quirks.com/articles/2019/20190101.aspx uct or service.

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

Trade Talk By Joseph Rydholm, Quirk’s Editor Readers weigh in on the year ahead

ne of the open-end questions in our “Adapting and supporting agile research O2018 Q Report survey of corporate teams/approaches for rapid, iterative learning researchers focused on fi nding out more and testing.” about what the respondents saw as the biggest MR-related changes their organi- Make your business case! ©Clare Pix Photography www.clarepix.com Joe Rydholm can be reached zations would make in 2018-2019. As you “Measure ROI on research spending.” at [email protected] might expect, the answers ranged in tone “More focus on demonstrating the impact from hopeful and enthusiastic to dour and from research.” fatalistic. Some foresaw growth and new “Ask for additional revenue brought in or for now. Organization is going through some opportunities for their departments while money saved (efficiencies) because of our insights.” fairly dramatic changes through the end of others worried that budgets and project “Build holistic & actionable insights for the this year, so I expect we will see more changes timelines would continue shrinking. entire organization based on all the many data in 2019 than 2018.” In general, though, our readers sources available.” sounded ready for what was coming. How “Working on partnering with other busi- Update your résumé! are you feeling about your future situa- ness units to have them pay for our services.” “Expect team to either be moved to a less tion? What actions do you think you’ll be prominent role or be cut altogether.” taking? In the spirit of New Year’s resolu- Try something new! “Might eliminate it.” tions, here’s a snapshot of the plans some “Machine learning – more investment in “Reorganization, probably. If I had to guess, corporate researchers have in mind for technology to look for data patterns.” I think most of research and market research will 2019. Maybe you’ll get some inspiration “Digital transformation.” be subsumed under CX at some point.” (or a shudder of recognition!). “More front-end innovation research.” “Possible elimination of market research.” “Rollout of design thinking.” “See the role mostly becoming a database Automate! “Go more online and neuro.” function. With little MR.” “We will be moving to a more robust self- “Using new methods like machine learning; “They will probably have to replace me.” service online survey tool this year.” focus on analytics; adopt artificial intelligence.” “More self-service dashboards.” “More focus on behavioral science and Raise your profi le! “Hoping to continue to drive further emerging methods.” “Increasing the amount of our research automation, allowing for more time to focus on shared outside our traditional audiences. Shar- actual insights.” Make do with less! ing more quick-data snapshots with graphics “We have zero budget for secondary re- over social media.” Get agile! search! We used to complement our reporting “Take on larger more strategic projects vs. “Expect more implementation of agile with secondary and now have no resources.” responding to stakeholder needs.” solutions available on Internet.” “Cutting project budgets; hope not to have “Partnering with other parts/teams of the to cut staff; will do more in-house to compen- org more frequently.” sate for lowered budgets as fewer projects will “We have just hired a new MR person full free up some capacity. time. This not only recognizes the value of market research but also allows us to deliver greater Learn to tread water! work more consistently and raise the internal www.quirks.com/articles/2019/20190102.aspx “For us, it’s just maintain the status quo value of MR.”

10 Quirk’s Marketing Research Review // January 2019 www.quirks.com Introducing

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Quirk’s Talent is offered in partnership with Trusted Talent, LLC. ••• a digest of survey fi ndings and new tools for IN FOCUS researchers // Survey Monitor

from friends or family; the proportion of those who start their purchase journeys with input from friends or family decreases among older consumers. “This notion that stores are dying or there is a ‘retail apocalypse’ is exagger- ated. Instead, this is a time for a retail rebirth,” says Lee Gill, group vice president, global retail strategy, JDA. “While the industry may refer to it as ‘om- nichannel’ retailing, consumers across the globe no longer strongly distinguish between online and in-store channels. All retailers are struggling with balancing the personalization traditionally off ered through e-commerce shopping with the convenience of an in-store experience. We see this time and again as more e-commerce retailers are opening brick-and-mortar shops and traditional retailers are looking to strengthen their digital and direct-to-home fulfi llment.” ••• shopper insights According to the global survey, 40 percent of respondents have used Apocalypse? No. voice-controlled devices or services for some aspect of their shopping journey Shifting retail landscape isn’t all doom and gloom (Siri, Alexa, Google Home, Tmall Genie, etc.), with 23 percent of those using them to make purchases. he 2018 Global Consumer Survey, were preferred in some of the surveyed While global consumers continue Tconducted by software fi rms JDA countries, such as China, where online to embrace new technology for both re- Software Inc. and Centiro, fi nds that shopping via mobile/tablet (34 percent) search and transactions, they are some- today’s retail environment is more was the preferred option. Regarding what hesitant about how their personal complex than ever and retailers across in-store shopping, global respondents data is being used. Overall, 75 percent the globe are struggling with demands said that having the right product in of respondents said they’re concerned for both personalization and conve- stock is the most important aspect of about their online and in-store shopping nience, balanced with consumer skep- their shopping experience (34 percent), history, such as transaction history and ticism on data privacy. followed by having a variety of products online searches, being used to provide The study, which explored consumer to choose from (29 percent). better, more-personalized service. trends in key markets, found that Regardless of where transactions ul- “While consumers are looking shopping in-store remains the most timately occur, according to the survey, for personalization from retailers in popular experience overall (preferred online is the fi rst stop on the shopper theory, there are still concerns about by 38 percent), although online options journey for clothes (46 percent), home how their data is being used for the goods (48 percent) and electronics (63 execution,” says Gill. “Both consumers percent). Younger consumers (ages and retailers are trying out emerging 18-34) are more likely than average to technologies to determine what will begin their shopping journeys for each work to provide the increased level of of the categories with recommendations personalization, while staying within www.quirks.com/articles/2019/20190103.aspx

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

consumers’ current comfort level.” of U.K. respondents claiming they have retail technology for consumer experi- Globally, the majority of respon- not used any emerging technology in ence. Ninety percent of Chinese respondents who shop in physical retail stores stores, while over 90 percent of Chinese dents said they would be more likely to have used some form of emerging in-store shoppers said they have used purchase items based on AR, as compared technology while shopping, whether emerging technology in-store. to only 32 percent of U.K. respondents. it’s mobile coupons or discounts (49 When asked about the potential The convenience factor of returning percent) or individual recognition and of augmented reality (AR), 60 percent items to the store continues to be the personalized service based on loyalty of global respondents said they would primary driver for consumers. Forty-nine programs (26 percent). However, U.K. be more likely to make a purchase if percent of global respondents have used consumers who shop in-store were least they could use AR to preview products. a buy online return in-store (BORIS) likely to have tried new technology in However, China continues to be more service, with half (50 percent) saying their shopper journey, with 70 percent progressive when it comes to advances in they’ve returned items bought online to ••• alcoholic beverages Report segments U.S. wine consumers Contented Treaters and Senior Bargain Hunters

n a Forbes article, Thomas Pellechia reported on fi ndings from Wine IIntelligence, an international team of wine industry analysts, communications experts and consultants, and its US Portraits 2018, in which it explores the U.S. wine market and it primary segments. US Portraits 2018 claims that, at 84 million regular wine drinkers, the U.S. wine market is the “most populous wine market” on the planet. When the 2016 US Portrait was released, the U.S. was the largest wine market then too and while the report listed six segments of the wine- buying public, their habits were diff erent from the six segments today. Back then, they were: Experienced Explorers; Millennial Treaters; Premium Brand Suburbans; Bargain Hunters; Senior Sippers. Today, the six segments break are: Engaged Explorers; Premium Brand Suburbans; Contented Treaters; Social Newbies; Senior Bargain Hunters; Kitchen Casuals. At 10 percent of wine consumers, Engaged Explorers are identifi ed as the younger population of wine buyers. These are the most frequent buyers and they spend the most on high-priced wines than any in the list of six. They are called explorers because they drink many wine styles, from many countries and regions. At 19 percent of wine consumers, Premium Brand Suburbans are middle to older age. They spend much less on a bottle of wine than most wine consumers and they are hardwired into staying with wines and brands they know. Members in this group happen to know more about wine than any of the fi ve other segments. Contented Treaters make up 17 percent of wine buyers. Like the Suburbans, this segment comprises middle- to older-aged but this group is affl uent. They spend up but they also don’t consume nearly as much wine as their counterparts. They go for a broad range of wines and are interested in a wine’s origin. The youngest segment, Social Newbies, accounts for 14 percent of wine buyers. On average, members of this group consume wine twice a week. Their spending is right in the middle between high and low spenders. Their wine knowledge is limited so they rely on recommendations, which means they can be a fi ckle market. At 26 percent the Senior Bargain Hunters are the largest segment of the U.S. wine-buying public. They are among the oldest of buyers and their buying frequency is at the bottom of the six segments. While members in this group are quite knowledgeable, their focus on wine styles and brands is narrow; value is important to them. Kitchen Casuals are also among the oldest group of buyers. This segment represents 14 percent of the buying market and includes largely infrequent wine drinkers. They are not known for going to bars and restaurants to consume wine and they show a limited interest in switching from wines they already know. Quantitative data for US Portrait 2018 was collected online in October 2017, January 2018 and March 2018 from 12,632 (49 percent male/51 percent female) people who consume wine at least once a month on and off premise. Nine U.S. regions were represented in the survey. A focus group sampling of 20 interviews were conducted by phone. www.quirks.com January 2019 // Quirk’s Marketing Research Review 13 IN FOCUS // Survey Monitor

stores because it was easier or faster or charges (42 percent), get the product “While it is often debated whether because they would get a refund or store sooner than it would be shipped (36 ‘job hopping’ is benefi cial or detrimen- credit faster than by mail. Thirty-six per- percent) and for added convenience tal, the fact of the matter is that this cent of those who have used BORIS in the over home delivery (33 percent). In practice is on the rise,” says Chris Lo- past 12 months chose this option because addition, 66 percent of those who retto, EVP of Adtaxi. “Thanks to search the item purchased online was not what used a BOPIS service said they either engines, online job boards and social they expected, while 27 percent said that frequently or sometimes make addi- media, looking for a new opportunity they bought multiple sizes or options tional purchases while picking up items is simpler than ever before – after all, for convenience and returned what they in-store, underscoring an opportunity information on any given company is didn’t want or need. for add-on sales. only a click away. This makes it easier “The volume of returns is increas- This global survey was conducted by to routinely switch jobs and gives rise ing for a variety of reasons. As well Opinium, a strategic insight agency, between to the passive job seeker: an employed as customers ordering multiple sizes, late May to early June 2018. The fi ndings individual that is open to learning more than a third said they returned are based on 12,000 online interviews with about new career options but does not items in-store in the past 12 months respondents in Asia (2,000 in China, 1,000 actively apply to specifi c positions.” because an item they purchased online in India), Europe (2,000 in the U.K., 1,000 Among the study’s additional fi ndings: was not what they expected,” says Gill. in France, 1,000 in Germany, 1,000 in Italy, Most job seekers browse online: 61 “This reverse logistics trend continues 1,000 in Sweden), North America (2,000 in percent of those planning to search for to cause problems for retailers, who are the U.S.) and Oceania (500 in Australia and a job within the next year will conduct seeing repeat, serial returners. Howev- 500 in New Zealand). an Internet search, while 59 percent er, tangible rewards come from a good will turn to a job board Web site. The returns process: The survey showed most popular site? Indeed, which all 59 that 71 percent of respondents claimed percent plan to use. that they frequently or sometimes buy But networking remains impor- additional items when returning things tant: Even in the digital age, it’s about to stores, meaning returns can actually who you know – 41 percent of those provide an opportunity to secure a sale planning to search for a job within the by off ering alternative items.” next year will network and communi- However, the ease of returns doesn’t cate via word of mouth, beating out the just apply to retailers that off er brick- 39 percent who will browse LinkedIn. and-mortar return services. According to Many job seekers are industry- the survey, 81 percent of those who shop ••• employment research hopping: More than a third (35 per- for products online said that following cent) of those planning to search for a a poor returns service from an online One foot out the job within the next year say they will retailer, they were likely to switch to a look outside of the industry they are diff erent vendor for future purchases. door currently working in. “We’ve now reached the point where The results underscore a number of people would choose a retailer based How are job seekers fi nding considerations for recruitment marketers: on the quality of delivery and returns their next gig? Consider commuting preferences it off ers,” says Niklas Hedin, CEO of when geo-targeting job seekers and Centiro. “Almost nine in 10 [87 percent] n the words of Steve Jobs, “If you promoting listings. Nearly half (49 of those in the U.S. or EMEA who shop I haven’t found it yet, keep looking.” percent) of those planning to search for for products online said the ability to This mind-set is echoed in data from a job within the next year are willing track orders from checkout to front Denver digital marketing fi rm Adtaxi, to relocate out of state for a new posi- door would infl uence who they would which sheds light on the tendency of tion – but when it comes to commuting, shop with. Retailers need to keep pace today’s job seekers to play a game of mu- the shorter, the better: 58 percent of with evolving consumer habits and sical ‘job’ chairs. The in-depth assess- job seekers are not willing to commute provide greater delivery transparency ment of job seekers’ goals, habits and more than 30 minutes. to shoppers, otherwise they risk losing preferences revealed that a majority Hit on key messaging points in future customers.” (52 percent) of employed Americans are marketing materials. The No. 1 factor Sixty-nine percent of those who either currently looking or plan to look that job seekers identify as the most shop for products online have used a for a new job in the next year. Of the important is salary/compensation (34 buy online pick up in-store (BOPIS) individuals planning to look for a job percent), followed by benefi ts (13 per- option. Respondents used BOPIS in the within the year, 54 percent searched for cent), company reputation (12 percent), last 12 months to avoid home delivery their last job less than a year ago. work-life balance (11 percent) and com-

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

pany culture (11 percent). search report, younger travelers (ages customize their travel insurance com- Incorporate YouTube, connected 25 to 44) have reported the greatest pared to 21 percent of older travelers. TV, social video or pre-roll ads in increase in travel insurance-buying Thirty-eight percent of younger your strategy. The best way to show- intent for the second year in a row. travelers said they wish their travel case company culture? With a video: 63 Thirty-three percent of Millennials insurance was as technologically percent of job seekers would rather see with children said they plan to pur- advanced as the rest of their travel a video about a company’s culture than chase more travel insurance in 2019; experience, compared to 16 percent of read about it during their search. for Boomers, 29 percent of travelers older travelers. “While posting on job boards off ers ages 55 to 74 said they plan to buy less Older respondents, historically the companies visibility among active travel insurance in 2019. largest travel insurance buying seg- job seekers, advertising beyond these “Now in our fourth year of con- ment, are twice as likely as Millenni- websites is key to reaching – and conducting the State of Travel Insurance als to say they plan to buy less travel verting – today’s growing demographic research, we are seeing a trend that insurance in 2019 compared to 2018. of passive job seekers,” Loretto says. not just Millennials but more specifi - Travelers consider Ireland to be “Recruitment marketers can benefi t cally Millennials with children are the safest destination and Colombia from leveraging this data to inform a showing the most notable increase in the least safe. Interestingly, three multifaceted digital strategy. Engaging travel insurance purchase intent,” says hurricane-ravaged destinations – the job seekers with video, utilizing key Dean Sivley, president of Berkshire U.S. and British Virgin Islands and messaging that resonates strongly with Hathaway Travel Protection. “Millen- Puerto Rico – made the top 25 safest their goals and employing thoughtful nials with children are also reporting destinations. geo-targeting tactics are all integral to that they travel to the most places and Adventure travel continues to be attracting top talent in a crowded mar- have indicated they are doing so even one of the most popular and fastest- ket where competition for job seeker if risk, real or perceived, is involved.” growing travel types. River cruises attention is fi erce.” State of Travel Insurance 2019 – where there is a strong likelihood of The study was conducted online using looks at travel insurance buying repeat business – have made inroads Survey Monkey. One thousand participants patterns and preferences among among younger travelers, as almost were polled across the U.S. The demographics multiple travel demographics and twice as many Millennials take river of those polled represented a broad range of also the influence of risk, perceived cruises compared to all travelers. household income, geographic location, age or real, in preferred travel destina- Younger travelers are much and gender. tions. It is available for download at more likely than older travelers to www.bhtp.com/soti-report. be mindful of travel issues, with Travelers’ safety concerns play a Millennials pointing to long-term large role in the destinations they concerns such as climate change and are choosing and their likelihood to vanishing destinations. purchase travel insurance. Millennials The State of Travel Insurance includes with children, the segment that travels responses from 2,617 travelers and 800 the most, are most concerned about travel professionals about their travel threats that could impact their family, habits, their travel business, their experi- such as disease outbreaks (47 percent ences in 2018 and/or their expectations for of Millennials with children cite this 2019. While the confidence level is consider- as a travel fear compared to 38 per- ably greater for the consumer survey (±2.52 ••• travel and leisure cent of Millennials without children). percent) than the travel-professionals While both younger and older travel- survey (±4.52 percent), the confidence levels Younger travelers ers perceive destination safety and in both surveys are sufficient to draw large- terrorism as major concerns, 41 percent scale conclusions from the results. The sur- see value in travel of younger travelers see global politics vey research for the study was conducted by as a major travel threat, while only 12 Polymath Research + Marketing. insurance percent of older travelers do. Other interesting points from the Older consumers, not so research include: much Younger travelers cite tech-driven and customizable travel insurance as ccording to Berkshire Hatha- most important: 43 percent of younger Away Travel Protection’s (BHTP) travelers said they would buy more annual State of Travel Insurance re- travel insurance if they were able to www.quirks.com January 2019 // Quirk’s Marketing Research Review 15 ••• brand research IN FOCUS ••• automotive research Harris index Product and J.D. Power debuts measures corporate AI Cloud Service Update reputation Merges data for forecasting models Link social good with business outcomes osta Mesa, Calif., research com- ••• shopper insights Cpany J.D. Power has launched AI arris Poll, in partnership with Cloud, which uses cognitive computing Hpublic relations agency Finn Product gets and algorithmic modeling capabili- Partners, has introduced the Societal ties to merge data from the company’s Return on Investment (SROI) Index, a granular with proprietary voice of the customer newly formalized index that measures studies, macroeconomic trends, pricing a company’s corporate reputation e-commerce data data and more into new forecasting for social good. The index scores and models. The fi rst commercial rollout of ranks 100 of the most visible compa- Initial focus on Amazon the technology will be the J.D. Power nies according to the public’s percep- Auto Analytics Platform, a Web-based tion of their impact on society. The .K.-based cross-media measure- resource for calculating automobile Societal ROI Index brings together Ument fi rm RealityMine has added residual values. The platform will draw elements of leadership, citizenship RealLife Shopper to its product off er- on a range of J.D. Power insights, mac- and real-world engagement to create a ings. RealLife Shopper provides granu- roeconomic data and vehicle-generated holistic assessment, with insights into lar e-commerce data, giving clients data, including the following: transac- perception across many demograph- insight into the product browsing tion data gathered by the J.D. Power ics by age, gender, region, income and and purchasing behavior of consum- Power Information Network (PIN), party affi liation. The model, which ers within retailers’ Web sites and which represents more than 40 percent can be applied to any company, was apps. The initial release will focus on of franchised dealer retail sales trans- developed to show the causal relation- Amazon’s Web sites and applications. actions in America; the J.D. Power/ ship between how a company performs Following this, more retailers will be National Auto Auction Association in these areas and how they may infl u- delivered into the reporting with a AuctionNet service, which accounts for ence business outcomes. focus on large global players. Reporting more than 80 percent of automotive theharrispoll.com will deliver data on internal search, auction transactions; proprietary J.D. www.fi nnpartners.com product page views, add-to-basket Power studies, such as the Initial Qual- events, purchase confi rmation and ity Study (IQS), Vehicle Dependability basket contents, where available. Study (VDS), Automotive Performance, ••• brand research www.realitymine.com Execution and Layout (APEAL) Study and Auto Avoider Study; and data that Simmons offers can help identify what vehicle owners want from their increasingly auto- insights generator mated vehicles by integrating customer insights with connected car data to pro- Results fused with national vide manufacturers with more accurate study feedback from owners. www.jdpower.com immons Research, New York, has Slaunched Instant Edge, a proprietary insights generator. Instant Edge is built on the Simmons Insights platform and powered by a do-it-yourself survey to probe emerging trends and current consumer sentiments. The results are fused with Simmons’ www.quirks.com/articles/2019/20190104.aspx National Consumer Study, creating

16 Quirk’s Marketing Research Review // January 2019 www.quirks.com nationally representative target audi- category profi tability per foot of space, audiences and associated consumer ences. Marketers can use the insights to category exposure and traffi c response retail venue visits. create in-depth consumer profi les that rate. In addition, the tool includes anal- www.cinarra.com drive brand diff erentiation and strategy ysis on year-over-year sales trends and realignment; respond to a brand crisis adjacencies to understand how macro n Alpharetta, Ga., sample provider by measuring the direct and indirect factors aff ect space productivity. The P2Sample has rolled out its feasibility impact of an event on the brand itself, combination of these metrics quantifi es API. With the launch, the company its competitors and the category, identi- the performance of categories within now off ers a programmatic panel and fying opportunities to conquest and to the space and also the inherent value of sample management platform that is defend; generate insights to help sales certain spaces in the store. automated from end-to-end. teams win pitches; infl uence conversa- www.videomining.com www.p2sample.com tions by tracking eff ectiveness of messaging, packaging and promotions and n London-based researcher Kantar their impact on brand consideration ••• Briefl y Worldpanel has launched a new con- and purchases; measure consumer reac- sumer panel to measure purchasing tions to new show lineups, apps, games, n Columbia, Md., marketing agency and usage trends on the smart speaker esports and their associated marketing; Merkle has launched its Voice Active market. The panel will allow hardware get the voice of the consumer by profi l- Listening product, a voice-search dis- manufacturers and service providers ing viewers of new shows, games and covery tool that uses machine learning to better adopt the technology and seasons, pre- and post-airing. to help brands scale and prioritize con- improve user experience. The survey www.simmonsresearch.com tent opportunities for voice discovery. will provide insight on fi ve areas of www.merkleinc.com interest: ownership, usage, services, reasons for using and intention to buy. ••• c-store research n Chicago-based researcher IRI has The panel will provide insight on smart launched IRI Complete Audiences, speakers initially in the U.S. and then Optimization tool which combines its audience targeting across Europe in 2019. solutions (IRI Verifi ed Audiences and www.kantarworldpanel.com offers holistic IRI ProScores) to help advertisers select an audience composition that best fi ts n Cincinnati-based text analytics c-store view their campaign objectives. solutions fi rm Ascribe has released CX www.iriworldwide.com Inspector, the latest version of its text Aims to help brands, analytics software within the Ascribe retailers collaborate n Consumer insights automation Intelligence Suite. The software, pow- platform Zappi and consumer research ered by the company’s natural language tate College, Pa., in-store behavior company Survata have launched Ad processing technology, provides topic Sanalytics company VideoMining Pulse, an attitudinal advertising met- and sentiment analysis based on cus- Corporation has introduced its C-Store ric that provides brands with brand tomers’ verbatim comments. Space Productivity Optimization Tool impact measurement for advertising goascribe.com (SPOT), which provides insight into campaigns. Ad Pulse is built on Zappi’s the impact of store layout on the insights platform and directly powered n London-based emotional measure- performance of the various categories by Survata and applies a uniform meth- ment agency System1 has launched its in c-stores, allowing CPG brands to col- odology to measure the brand impact of new Ad Ratings analytics service for laborate with retail partners to develop brand metrics like familiarity, aware- brands and advertisers. Ad Ratings strategies and tactics for assigning space ness, consideration and usage. measures the emotions an ad generates to brands and categories. The goal of www.zappistore.com in consumers and the intensity of that this data-driven tool is to provide an www.survata.com emotional resonance. This produces a understanding of the impact of store star rating from one to fi ve stars that layout on the performance of the vari- n Mobile marketing and analytics predicts long-term brand growth poten- ous categories in c-stores, enabling CPG technology company Cinarra Systems tial. The service is launching with two brands to collaborate with retail part- now off ers VitalSight, a platform that years of data covering over 27,000 TV ners to develop fact-based strategies and uses mobile carrier data to analyze the ads from the U.S. and the U.K. TV ads tactics for assigning space to brands and link between mobile Web site views and are typically available on the platform categories. SPOT uses various metrics to real-world venue visits. Earlier this the day after it has aired. develop a holistic view of eff ective space month, the company launched Real- www.system1group.com allocation within the store, including Sight, which analyzes mobile ad views, www.quirks.com January 2019 // Quirk’s Marketing Research Review 17 IN FOCUS // Product and Service Update

n London-based market intelli- n Auckland, New Zealand, research n Canada-based research firm Leger gence company Infi niti Research has solutions fi rm Infotools has inte- has acquired the Relative Happiness launched its new service portfolio on grated with data collection platforms Index and the Relative Happiness market research services. The service Voxco and FocusVision Decipher. Both Index at Work. The company is un- portfolio includes: market sizing and platforms now have direct connections veiling three new indexes: The Leger forecasting; market trackers, newslet- with the Infotools Harmoni solution Happiness Index, which evaluates ters and sales battle cards; and indus- for data processing and visualization. the general frame-of-mind of popula- try best practices assessment. www.infotools.com tions; the Daily Mood Index, which www.infi nitiresearch.com measures trends in the population’s n The Global Research Business Net- mood over time; and the Leger Happi- n Canada-based company Intouch In- work (GRBN) has published the GRBN ness Index at Work. sight Ltd. has added Internet of Things 2018 Global Top 25 Report, which leger360.com capabilities to its suite of customer provides an analysis on the trends experience management products and in the research and data analytics n Consumer insights firm MetrixLab services. The company will use sensors industry as well as a list of the Top 25 has launched Avaya, a new tool that and other devices to help location- companies in the industry and their allows clients to understand consum- based businesses collect contextual profiles. This year, GRBN has formed ers’ emotional reactions to brands data like temperature, sound and a new partnership with Diane Bow- and brand communications. Avaya traffi c and identify how they impact ers, the report author. covers eight emotional domains con- purchase behavior, customer satisfac- grbn.org sidered most relevant to marketing tion and overall customer experience. activities, including joy/excitement, www.intouchinsight.com n Arlington, Va., company Hanover surprise/amazement, trust/admira- Research has launched Brand Tracker, tion and love/passion as well as fear/ n Information services company Ex- a quarterly measurement tool of terror, anger/rage, sadness/grief and perian has launched Experian Ascend brand health and benchmarking. The disgust/loathing. These emotions are Analytics on Demand, a big data and tool is designed to measure brand converted into stimulus that allows analytics platform, across its Europe, health by quantitatively benchmark- respondents to express how they feel Middle East and Africa region. The ing customer feedback on a company’s without using words. Avaya then platform allows customers to build brand as well as their competitor’s produces one Emotional Intensity predictive models and make decisions brand. It includes survey design and Score, which can be benchmarked by applying machine learning and AI audience identification, survey ad- against MetrixLab’s database and key techniques to Experian’s anonymized ministration, analysis and reporting. competitors. credit, client and alternative data to www.hanoverresearch.com www.metrixlab.com create a whole-of-market view. www.experianplc.com n Oslo, Norway, research solutions n Chicago-based researcher IRI has fi rm Confi rmit has released its State announced an expanded relationship n Los Angeles-based research plat- of Customer Experience 2018 report, with consumer data and segmenta- form Fuel Cycle has launched FC Live, conducted in partnership with Engage tion company Geoscape to launch IRI a qualitative research solution for Business Media. The report analyzes and Geoscape Acculturation Audienc- conducting in-depth interviews via factors that defi ne leaders in customer es. The solution allows marketers to video calls. The solution is inte- experience across diff erent industries target U.S. Hispanic and Asian house- grated into Fuel Cycle Communities and across B2B and B2C markets. holds based on their level of accultur- and allows researchers to create and www.confi rmit.com ation and past purchase behavior. schedule interviews to connect with www.iriworldwide.com respondents on mobile and desktop n Research company Smarty Pants has geoscape.com devices. FC Live’s analytics are sup- released its 2018 Play & Play-things Re- ported by an integration with Fuel port, an annual study of the state of play Cycle’s partner Voxpopme. Recorded among U.S. children ages six to 12. The FC Live videos leverage the Vox- report includes new data and insights popme platform for video analysis, into evolving play patterns, contempo- including transcription, sentiment rary play trends and the toys, games and analysis and video editing. IPs that are popular with kids. fuelcycle.com www.asksmartypants.com

18 Quirk’s Marketing Research Review // January 2019 www.quirks.com

SPONSORED CONTENT

COMMENTARIES BY INDUSTRY LEADERS ON THE YEAR AHEAD

elcome to Quirk’s Outlook 2019! We asked research companies to off er up their viewpoints on a range of topics – from the Wrole of automation in research to focus group best practices – to provide an overview of some of the factors that will impact marketing research as the year unfolds. P2Sample looks at how the sample industry is changing in the digital age. SurveyMonkey lays out fi ve ways agile research will impact the research landscape in 2019. Fieldwork provides tips and future predictions for respondent recruiting. Fuel Cycle explores new research tools for online qualitative research. OvationMR explains why the human factor shouldn’t be overlooked in B2B research. Critical Mix discusses the Internet of Things and how it can benefi t market research. RIVA refl ects on lessons learned from training qualitative research consultants. Toluna argues that digital tracking will be essential to consumer insights strategy in 2019. Communicus shows how strong research design can provide better insight in advertising research. Confi rmit details how artifi cial intelligence can help research practitioners evolve. O’Connell Group off ers six things research leaders can do to fi ll the void in consumer insights. House of Marketing Research outlines how to positively impact focus group clients, partners and participants. YouGov gives steps on developing eff ective infographics. InsightsNow discusses how to use behavioral frameworks to apply new platforms and tools. PopResearch talks about how researchers can use automation and DIY to their advantage. Taken as a whole, we hope this special section will help you start 2019 with the tools and tips you need to navigate the year ahead!

TABLE OF CONTENTS Stop focusing on old thinking: How sample has changed in the digital age . .p. 21 Visual storytelling: The art of developing an infographic: The SAMPLING | P2Sample collaborative process of data design ...... p. 38 DATA VISUALIZATION | YouGov Beyond faster and smarter: 5 ways agile research will help companies do more with less in 2019 ...... p. 24 Guiding the next generation: Lessons learned from training thousands AGILE RESEARCH | SurveyMonkey of moderators ...... p.40 TRAINING/EDUCATION | RIVA ‘If you don’t want a generation of robots, fund the arts!’: How to make automation and DIY your friends ...... p. 26 Make it matter to them: Technology is a driving force in B2B but we AUTOMATION | PopResearch shouldn’t overlook the human factor ...... p. 42 BUSINESS-TO-BUSINESS | OvationMR A guide to market research mindfulness: How to make a positive impact on your clients, partners and participants ...... p. 28 What’s happening in the recruiting room: Pro tips and future predictions FOCUS GROUPS | House of Marketing Research for respondent recruiting ...... p. 44 RESPONDENT RECRUITING | Fieldwork May I have permission to speak to your refrigerator? Is the Internet of Things the solution researchers have been waiting for? ...... p. 30 Facing today’s advertising research challenges: How strong research INTERNET OF THINGS | Critical Mix design can provide more actionable insight ...... p. 46 ADVERTISING RESEARCH | Communicus Fill the void in consumer insights: Six things leaders can do now . . . . . p. 32 JOB TALENT | O'Connell Group Closing the gap between promise and delivery: Behavioral frameworks build knowledge in how to apply new platforms and tools ...... p. 48 Evolution, not extinction: AI is fi nally driving change in the MR world but BEHAVIORAL RESEARCH | InsightsNow practitioners are still key to success ...... p. 34 ARTIFICIAL INTELLIGENCE | Confi rmit Richer data, better insights: Why digital tracking is essential to every consumer insights strategy in 2019 ...... p. 50 Fit for purpose: Online qualitative, certainty-cost trade-off s and DIGITAL TRACKING | Toluna machine learning ...... p. 36 ONLINE QUALITATIVE | Fuel Cycle

20 Quirk’s Marketing Research Review // January 2019 www.quirks.com SPONSORED CONTENT

SAMPLING OUTLOOK

Stop focusing on old thinking

How sample has changed in the digital age

BY JD DEITCH, Chief Revenue Offi cer, achieve, our industry uses the relative properly implemented in the recruit- P2Sample ease of convenience sampling and has ment process, it improves everything done so for years. With this in mind, else downstream, from feasibility esti- we can take a step back and look at our mates to response times to economics imes are chang- recruitment methods specifi cally with for suppliers and buyers. A limited Ting and so is the a grain of salt. Whereas many still number of recruitment partners (and sample industry. feel double opt-in panels are the “gold not simply the use of much-maligned So why do we keep standard,” we have the opportunity real-time sample) should raise a red focusing on things that don’t matter to reach a deeply profi led, broad and fl ag, as representativity can plummet anymore? While our end goals remain diverse audience by using automation in this scenario. the same – wide, diverse reach; qual- and various forms of recruitment. Reach today: Beyond the panel ity; and dependability – how we get Skepticism whirls around the idea book. Sample suppliers need to be far there has changed drastically. The of river sample, which earned a bad more transparent about recruitment fact is that most people are operating name a couple decades ago due to fun- – their processes, technology and on dated views of the relevant issues damental problems in execution. Yet, more – far beyond what’s included and have only a dim understanding of even companies that are the staunch- in the traditional “panel book.” Not how the proverbial sausage is made. est advocates of more “acceptable” only should suppliers freely answer We need to get beyond simplistic and techniques like double opt-in panels questions about respondent recruit- dated views of the space and address are now openly admitting they use ment and quality assurance but they the fundamental changes brought on real-time sample sources. The truth is need to off er greater detail on the by the digital age. To truly be able to that whether respondents have joined actual feasibility of the respondents judge suppliers, here are the factors a panel or are just “dropping by” to do garnered for any given project. There you need to consider. a survey in real-time, sample matters are several ways to get a better under- little. Both recruitment methods have standing of a supplier’s capabilities. Old thinking around reach pros and cons. What really matters For example, we have implemented In the past, reach meant big propri- is that we garner real, verifi able, a dynamic, clickable, constantly- etary panels and numbers in panel engaged respondents from multiple updated map that clearly illustrates books, which often had little to do sources to create diversity. how many of our 40+ million opted- with real-world project feasibility. Automation allows this. From in panel members in each of the 150 Many still believe this is how the online forums and blogs to search countries that we serve have been industry runs and nothing could be engines, shopping sites to social active in the past 90 days. This is just further from the truth. networks, from gaming sites to app one solution that takes a step toward Reach today: Variety of recruit- stores, it is possible to recruit a wide the transparency that the industry ment sources. Due to the fact that variety of real, verifi ed people from needs to demand in order to improve true probability sampling is expensive, hundreds of sources while managing accuracy and results. diffi cult and nearly impossible to quality and costs. When automation is www.quirks.com January 2019 // Quirk’s Marketing Research Review 21 SPONSORED CONTENT

Old thinking around quality surveys while in-field. The bottom line is that we all want Gone are the days we can accept suppli- Sample suppliers are not im- to reduce needless respondent churn ers’ assurances that they have propri- mune from practices that create and waste while gaining better data. etary systems that handle these things. negative user experiences. Whatever Use machine learning and AI to target We must ask them to prove it and the cause of these bad experiences, engaged and qualifi ed respondents. require concrete, dynamic and sophis- suppliers must directly manage the Machine learning and AI can play ticated methods that leverage advanced process in-field to make it stop. This role in this by boosting respondent technology on both these fronts. includes close real-time monitoring targeting on the front-end, further Quality today: Treating respon- of projects, capturing data from field helping fi nd the survey for which the dents right. When we talk about statistics to respondent ratings of respondent is most likely to qualify respondent experience in the market the study and dealing with it accord- for and complete. Thoughtfully ap- research industry, it spans the entire ingly. Automation is our best path plying technologies like these are respondent lifecycle and doesn’t to unlocking these capabilities. For meaningful steps toward optimizing begin or end with survey design as example, studies where respondents the respondent experience. many would have us believe. Sample are able to complete a survey effi- Quality today: Fighting fraud suppliers can play a large role by ciently and with minimal pain should from multiple angles. Fraud is not taking proactive measures to ensure see greater sample flow. Conversely, just a series of “bots” that can be respondent engagement and satisfac- bad studies progressively need to thwarted by traditional methods. In tion. A lot of this hinges on giving have their sample flow restricted, be fact, as technology advances, decid- respondents greater control over quarantined for triage and even shut edly smart, sophisticated and savvy their own experiences, even rating down if they are bad enough. human fraudsters are increasingly

TREATING RESPONDENTS RIGHT

Give Use respondents machine greater control learning and AI over their own Use to target engaged experiences automation and qualified for real-time respondents monitoring of respondent ratings of study

22 Quirk’s Marketing Research Review // January 2019 www.quirks.com SPONSORED CONTENT

able to break through the minimal to simply detect the problem (typically Capabilities are far greater defenses on which our industry has when it is too late), the humans can Are you still holding on to old think- historically relied. Dynamic fraud de- add good judgment. ing surrounding data quality? Think tection can drastically improve fraud again. Capabilities surrounding sample mitigation rates. Static techniques End-to-end automation improves reach, quality and dependability are include things like: e-mail and ad- quality, reach and dependability far greater than they were in the dress verification; Captcha blocks that If you take nothing else away from this past. We need to start taking a closer require human intervention; honey- article, take this: Everything should be look at approaches to these key issues pots that trap machines; and open-end automated when it comes to sample. and recognize sample for what it is: questions that weed out spammy an- Automation actually has the poten- a core pillar of what we do as market swers. These are not sufficient, even tial to take us far beyond simple time researchers, providing the foundation when used in concert. savings and solve many other common for quality insights. Especially with Again, advanced technology can problems when properly implemented. greater usage of automation, sample save the day here. Artificial intel- As we covered above, it has the power suppliers are ready to be a true partner ligence (machine learning and deep to vastly improve reliability, effi ciency, in evolving and meeting the changing learning in particular) can sift global reach and feasibility and de- needs of the industry. These are hard through the massive amounts of data pendability. Though currently unde- changes though, which is why many and detect in real-time the ever- rutilized in the industry, automation suppliers have fallen back on incre- changing profile of fraudsters. Be- is what matters. When functions from mental improvements that lead to the cause this technology is self-learning, recruitment through bidding and fea- perception of commoditization. We it will continue to find new patterns sibility to project execution are auto- must demand solid partnerships and and anomalies in those patterns as mated, sample companies can achieve sample companies need to illustrate long as it is fed billions of data points, the height of operational effi ciency. a commitment to change in order to is provided with a large amount of This technology plays a role in every improve data quality. historical data to help it learn and is aspect of the sample continuum. So why do we hold on to old ways paired with humans who provide a In fact, P2Sample now off ers the of thinking? Technology advance- solid foundation of industry knowl- industry’s only programmatic panel ments across the board allow us to edge. Dynamic methods like this are and sample management platform that deliver better results across the board. essential to fighting fraud today. is maximally automated from end-to- Let’s agree to start focusing on new, end. This means, with the launch of technology-driven ways of achieving Old thinking around dependability our feasibility API last fall, we have a fundamental goals and this will bring Yesterday’s views around dependability fully automated approach from start to our industry forward. for sample were rudimentary: if your fi nish, plus machine learning invest- www.P2Sample.com study was falling short, you wanted to ments in both respondent experience be able to reach out to your vendor for and fraud mitigation. Benefi ts to this About the author: JD is a 20-year veteran of more. You paid handsomely for this: a kind of approach are vast and aff ect the market research industry who currently serves as CRO of P2Sample. He began top-off of 10 respondents might trigger every aspect of sample we discuss in his career client-side in ﬁ nancial services, a $1,000 project minimum or empty this article, boosting agility, eff ective- then went on to hold senior global posi- reassurances that help was on the way. ness and economics. tions at The NPD Group and Ipsos. Prior to Dependability today: automation, Instead of focusing on old, outdated P2Sample, he held executive positions at AYTM and Bakamo.Social. JD is a frequent backed by smart people. A huge part methods, we should start demanding speaker and a thought leader in the insights of field failure arises because detec- automation that goes beyond common industry as it evolves to tackle the chal- tion of that failure was a manual ef- limited applications. Automation can lenges of the digital age. He has a Ph.D. fort. Automation can now proactively have massive benefi ts for process and in political science with distinction from The American University and a B.A. from detect and address problems imme- outcomes, as well as better data and the University of Pennsylvania. He lives in diately, alerting people that action agility, when sample companies use France with his wife and two sons. needs to be taken before it’s too late. this technology throughout both their Now, instead of needing the humans internal and external processes.

www.quirks.com January 2019 // Quirk’s Marketing Research Review 23 SPONSORED CONTENT

AGILE OUTLOOK RESEARCH

Beyond faster and smarter

5 ways agile research will help companies do more with less in 2019

BY TOM HALE President, SurveyMonkey

ope you don’t mind my getting Hbuzzwordy and metaphoric all at the same time but the agile wave has crashed on the shores of market research. Insights and research pros need to be thinking about how diff erent our jobs will be fi ve years, three years and even 12 months from now thanks to the rising tide of technology and start-up culture that’s transforming more and more functions, markets and industries. Organizations of every stripe need to be gathering feedback and acting on the concerns of their most important constituents – their customers, their will impact our professional lives. from start-ups to the enterprise resort employees and their markets. Increas- to DIY solutions like our fully automating competition and the accelerating What is agile market research anyway? ed consumer panel, SurveyMonkey Au- pace of business create a tailwind that At this point, you might want to inter- dience. When research and insights are is making research and feedback more ject something like, “Wait, I didn’t even right at your fi ngertips, they become an important than ever. But this also know market research could or should integral part of your business. means that market research needs to be agile. What gives?” Fair point, so let Agile research runs on the fl y. move faster and be more iterative as me briefl y defi ne agile market research With 24/7 automated solutions like multiple streams of data merge over before we continue. Audience, we see users launch their time. The answer? Agile research. Agile research is iterative. The era market research survey in the evening I have a unique vantage point to of doing a couple of large, set-in-stone so they can bring actionable insights to observe changes that are already afoot projects a year is gone. Today your re- the follow-up strategy meeting the next and ones that are coming soon. Sur- search goals adapt to the ever-changing morning. (Talk about a smart way to look veyMonkey has paying customers from needs of the business, which translates good in front of the C-suite.) Now that over 300,000 businesses and organi- into frequent projects that validate real-time market feedback is a reality, zations conducting research on our your strategy along the way. the possibilities are endless. You might platform at all times, so our usage data Agile research is part of your still run your full annual brand tracker gives us a clear view of the trends that business process. Research used to be but you can also easily launch smaller, are transforming the market research something that you had to commission faster pulses if you need to check market landscape every day. from a third party, involved a lot of perceptions after, say, a news event or a Our team has compiled fi ve data-based resources and took a long time. These product announcement. predictions on how agile market research days, we see more and more businesses Now on to our predictions for 2019.

24 Quirk’s Marketing Research Review // January 2019 www.quirks.com SPONSORED CONTENT

1) Automation will make us faster 3) We will rely more on use case- As research guru Ray Poynter predicted and more productive. specifi c products. not long ago, “Research will continue to evolve to become a skill, not an industry.”

5) Teams will add more agile research to their planning.

Many research methodologies have an No one wants a robot to replace innate repeatability. Think about concept them at their job – until they remem- testing, brand tracking, ad eff ectiveness, ber the tedious tasks that are also a customer satisfaction or Net Promoter part of their day. Think project scoping, Score. We can take advantage of that Now here’s a paradox for you and feasibility checks, getting a price quote to scale our research eff orts through me (and many of our peers, for sure): or launching your project. Wouldn’t it use case-specifi c software. In the past In a customer survey, we found that 56 be great to get them done in one click – and remember SurveyMonkey’s been percent of companies have continued without having to talk to a human at around for 19 years – we saw the need demand for market research but face all? Well, good news: This is already for survey templates that anyone could limited or shrinking budgets. Fewer re- becoming common. We see hundreds deploy easily. Now our customers’ needs sources, same (or more) need for insights. of projects launched on our self-service have inspired us to launch purpose-built While agile research projects are not the Audience panel in any average week solutions for our most common use cases. type to break the bank, they still need to and one-in-eight happen on the week- One is SurveyMonkey CX, our automated be accounted for in your planning and ends. You don’t even need to come into NPS solution that integrates seamlessly budget management – even months or the offi ce to launch a global survey! with Salesforce; another is SurveyMonkey a full year before you even know what Engage, a turnkey employee engagement those projects will be. Some of our savvi- 2) Artifi cial intelligence will make us program; and you can expect more inno- est customers are getting market research smarter. vations will come down the pipeline. budgets approved early on and then stor- ing those funds in Audience Credits they 4) We will rely less on centralized can use to purchase panel responses at insights functions. any given time. This way, their research stays agile and nimble and they don’t run the risk of losing unused budget.

What do these predictions mean for you? As we witness this rising tide of technology- enabled trends swirling around our ankles, We shouldn't be scared about research and insights jobs being in peril. On the con- Writing a survey may be easy for trary, my overall takeaway is positive. market research pros but it’s a daunt- Agile research technologies like ing task for the layperson. As with machine learning assistants and use case- other skilled professions, this com- Here’s a data point: Fewer than 10 specifi c software give us a great opportu- plexity means an entry barrier to our percent of SurveyMonkey Audience cus- nity to focus on the part of our job that fi eld which tech is now demolishing. tomers work in insights or research roles. adds the most value to our organizations. Fifty-eight percent of our users make Interesting, right? The insights function We will have more time to focus on the changes to their surveys after receiv- will keep its place within the organiza- tasks that only humans can do: deriving ing automatic recommendations from tions that can aff ord it but in both large the insights that lead to strategic action SurveyMonkey Genius, an artifi cial and small companies we are seeing more and better business outcomes. intelligence-enabled survey assistant. marketing, product and strategy teams Now that’s a wave worth riding. Even novices can launch professional- taking ownership of their research needs Thanks for reading this and if you level surveys thanks to the expertise of and projects. DIY market research is a have feedback or a perspective you want our survey science team combined with growing fi eld and part of our mission is to share, feel free to reach out to me @ the power of machine learning trained to create the software tools that will help tomeghale or [email protected]. on billions of survey responses. speed up this democratization of research. surveymonkey.com www.quirks.com January 2019 // Quirk’s Marketing Research Review 25 SPONSORED CONTENT

AUTOMATION OUTLOOK

‘If you don’t want a generation of robots, fund the arts!’

How to make automation and DIY your friends

BY CHRIS HUBBLE CFO is patting you on the back for sav- control checks, data integrity, hours of CEO, PopResearch ing the company money. Despite these data pulling (with risk of human error), upsides, there are trade-off s to consider painstaking PowerPoint creation, etc. he quote as well. As a fi rst-time user, you’ll likely Your goal should be to make these tasks Tabove, from need professional help to get started. the purview of automation, leaving you Cath Crowley’s As a major buyer, you’ll likely sweat the with the complex design, data analysis, Graffi ti Moon, cap- additional resources required to pick interpretation and integration of insights. tures the direction up the slack of utilizing DIY tools. As a For smaller brands and companies of market research consultant at a supplier, you will need to using MR services for the fi rst time, (MR) as we em- adapt and assist clients with these sorts automation can provide security and brace do-it-yourself (DIY) tools, automa- of challenges associated with DIY. comfort in knowing you have access tion, metadata and artifi cial intelligence The benefi ts of DIY tools are clear: to industry best practices in survey (AI). Be bold, grow some bolts and faster, cheaper and in some cases easier design, sampling and data integrity. For embrace the changes machines bring to technology. So too are the pitfalls: lack instance, concept and copy testing have our processes to create a stronger culture of training and MR knowledge, no vis- been democratized through automa- of innovation and insights. ibility into sampling and quality control tion by companies like PopResearch and DIY automated tools are becoming and sometimes a decrease in effi ciency. Zappi. These companies provide clients as qualifi ed as humans when it comes to DIY users must take into account the ad- with full survey templates, norms and a logic-based tasks. As machines become ditional time it will require to construct dashboard of results at a fraction of the smarter and more capable, they will con- a study independently, analyze the data cost of traditional, full-service research tinue to assume these types of roles in and compile accurate insights. At the providers. It is extremely important to market research. Eighty percent of the corporate level, savings in cost and time audit whichever platform you choose job I’ve been doing for 30+ years could will be lauded. At the individual level, to work with to ensure quality results. be automated within the next 15 years. market research providers must embrace Your provider should implement auto- Bring it on – let our collective industry technology, shape it to their needs and mated sampling (Tier 1/ESOMAR 28-com- experience get behind machines to make anticipate the challenges. pliant sample sources) and monitor them work smarter and harder for us, One of the key elements to keep in survey response quality control by using especially at dull, repetitive tasks. mind about automated technology is the tools such as Imperium’s Real Answers. If While machines may be able to experiences and opinions of its creators you are using these tools properly, your match humans in logic, when it comes to are deeply ingrained in its features and only remaining responsibilities should creativity they are woefully inadequate. thus in the output we see. So it’s crucial include the customization of your study This is the space we ought to play in as to get involved in creating the next wave and the interpretation of results. These market research consultants. of market research technologies – brief are the tasks best-suited for you, as you It doesn’t matter what your role the developers, create best practices understand your company’s business goals is in the industry, automation is your and design the user interface. Get your and challenges better than anyone else. friend. Maybe you’re a fi rst-time user of hands dirty and make it happen! For enterprise market research users, market research who can fi nally aff ord For the market research consultant, automation can ease the burden of man- these services thanks to DIY or a major this means considering all the aspects of aging your own research. It can eliminate buyer of market research services whose your job that can be automated: quality the need to build out a massive research

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department to take on project manage- Task Automated solution Impact ment. Let the machines handle these Survey creation Automated custom survey templates Choose a template, customize it types of tasks, traditionally managed by for each of their study types. and launch in under fi ve minutes. Millward Brown, Ipsos or TNS. Field management Automated API link to Tier 1/ESOMAR Same sample quality as full- For example, one of PopResearch’s (sample and respondent 28-compliant sample sources. service MR fi rms. enterprise clients wanted to measure quality) the impact of the content they create for Data processing Fully automated for all supported Data tables, full verbatim their clients. Their media-buying clients question types and Ascribe Natural comments and respondent-level frequently requested data to demon- Language Processing for all open-ends. data fi les available immediately strate effi cacy and impact of content upon fi eldwork completion. but they didn’t want to pay for it. The Reporting (data Automated custom chart and report Immediate export for analysis specifi c business challenge was that charting) population. and insights. traditional market research tools were Timing Mere minutes per study on project Less than 24 hours. management and entire focus on not scalable across their 400 advertisers interpretation and insights. and 3,500 pieces of testable content. A Cost A small line item in the media buy. Less than $1,000 per robust traditional market research provider test vs. control study. would also require $1,500 for programming, $1,000 for sample and $1,500 for ing the research and all our eff orts life cycles will be short given the pace data processing/coding, totaling $4,000 focused on interpretation of results and of change is probable as well. There per ad (unmarked up). That’s a whop- integration of research into the ad sales is also the potential of using automa- ping $14 million research budget, not in- process. It’s hard to imagine automation tion to repeat well-trodden industry cluding the cost of labor to manage 3,500 or technology as advocates but the effi - mistakes. I have seen several industry projects. Automation allowed our client ciencies of time and cost automation has professionals demonstrate this in their to deliver the requested data to their ad provided has made our internal partners cringe-worthy use of metadata and sales team and clients at a fraction of at BuzzFeed advocates for the work we AI machine learnings to derive “what the cost, resources and time. do.” – Margo Arton, senior director, ad makes great advertising.” Correlating With the help of automation, an- eff ectiveness, BuzzFeed. copy test data to ad performance is ex- other enterprise client went from test- For several PopResearch clients, actly the reductive, misguided approach ing ad content only in the United States quantitative research has historically that has vilifi ed copy testing within the to executing copy testing globally on all been viewed as a costly and tedious ad world for decades. Creative advice spots. The copy test survey template was process. However, automated tools have such as, “Use more relatable charac- automated to ensure global consistency completely changed this perception. ters,” is utterly useless to your strategy, while also allowing the ability to upload One of our clients said that automated even if it comes from a machine. creative, customized target audiences products like PopResearch have saved However, there is no progress and tailor communication goals in under them signifi cant time and allowed their without risk. And that very risk is what fi ve minutes. Furthermore, fi eldwork teams to focus on what really matters to makes a person’s market research expe- processes were standardized globally clients: the success of their advertising rience more valuable than ever. There to ensure consistency. Upon fi eldwork strategy. They receive results so quickly is no replacement for the human ele- closing, data tables, verbatim comments that they can apply them to upcom- ment in market research, as we remain and fully charted results were available ing campaigns almost immediately. By critical to interpreting and integrat- for download. We were even able to auto- using the proper automated tools, your ing consumer insights. So, in the end, mate comparisons to norms so our client company could save time, money and it’s not a choice of man or machine. could compare their ads with norms manpower, allowing your people to focus It is the union of the two that will be side-by-side in chart format. on client needs. most powerful in promoting progress The most successful companies will Throughout history, technological within our industry. To fi nd yourself utilize DIY and automated tools along- advancements have ignited fear. The at the center of this growth, you must side more traditional partnerships: battle of “man versus machine” dates embrace change and foster both your “Automating the process for our con- back centuries, as does the question, creative and scientifi c sides. There tent testing has freed up quite literally “Are they taking our jobs or merely eas- will be cheering until we are forced to hundreds of man hours. It has allowed ing our workloads?” acknowledge just how incompetent ma- the ad research team at BuzzFeed to take While automation has the ability to chines are without human input – ask company best practices and innovate make our lives easier, it certainly has one to fi ll your car with gasoline and and personalize our work to the human its dangers. The desire for cost reduc- you run of the risk of wet seats! intent of each piece of content. We’re tion may lead to the use of automated www.popresearch.com able to execute survey setup to fi nished tools for tasks they are not yet suited [email protected] report with minimal time spent manag- for. Large investments in tools whose 626-660-5484 www.quirks.com January 2019 // Quirk’s Marketing Research Review 27 SPONSORED CONTENT

FOCUS GROUPS OUTLOOK

A guide to market research mindfulness How to make a positive impact on your clients, partners and participants

you might work the best with. good fit, speak with someone at the BY AMY Avoid radio silence. Don’t be facility and gather feedback based on SIADAK afraid to inform a supplier if your your needs and the population you goals, timeline or budgetary needs are researching. President, House of Marketing Research do not match their proposal. Radio Facility guest count. Let your silence and avoiding turning down a facility know how many clients will et’s face it, proposal wastes valuable time for ev- attend with enough notice to ensure Lwhen your eryone involved and may create confu- the proper number of support staff client reaches sion or follow-up when it is no longer is scheduled to assist and help with out to you at warranted. Similarly, you can also a smooth execution of your study. 3:00 a.m. on request a follow-up at a predetermined Overestimating is always better than a Saturday time (two weeks, next month, etc.) underestimating. In general, provid- with an urgent The early bird gets the facility ing facilities with as many details request, most rules of civility and rental. From the moment you hear as possible is helpful. Knowing the etiquette go out the window. Research a whisper of a study timeline in the number of observers, estimated time professionals are constantly dealt the wind, reach out to facilities in the of arrival, estimated time that meals seemingly impossible hand. Whether desired region. It’s always best to should be served, food restrictions, it’s a short timeline or the needle in check availability and place holds on special diets or any other needs that a haystack recruit, we understand facility dates early even if you aren’t might arise will help avoid last-min- that you’re under the gun. Luckily, we ready to secure a rental. It’s free and ute scrambling. have a few facility rental and project better to be first in line rather than Facility code word, “Pineapple!” management tips and tricks to help finding out all the facilities in your Trying to keep a study blind? Prior to you plan accordingly, get ahead of the selected area are booked during your arriving at your facility, assign a code curve and maintain your sanity and ideal time. This is especially helpful word to use with hosting staff while manners throughout 2019. when trying to complete studies just checking in, advise your clients to Make contact. In the age of e- before a holiday, towards the end not state the company or organization mail, it’s not uncommon to plan an of the year or if you are looking to name when they arrive and avoid entire research study without pick- conduct research in a more rural or wearing branded apparel and acces- ing up a phone. However, we highly suburban area with fewer facilities. sories sporting your logo. This keeps recommend connecting verbally with Location, location, location. studies blind and provides a more any consultants or facilities you may Does the facility you’re scoping out secure experience. be using for the first time. Having meet the needs of the observer or the Don’t let hunger slow you down. a short introductory call with a po- participants? Ideally, you can find a When you’re working on a major tential partner is a great way to gain spot that ticks both of those boxes. research study, eating is often the last insight into how the communication However, when recruiting for a study thing on your mind. However, a full with them will transpire throughout it is always important to ask the ques- belly goes a long way. Making sure all the project lifecycle. Also, it may tip tion, “Will this location be easy for observers and research staff have an the scales when it comes to decision participants to travel to?” If you’re appetizer upon arrival at a facility, time and determining which partner unsure of whether the location is a or snacks shortly thereafter, enables

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them to do what they do best – gather with new moms? Perhaps an in-per- dim those bright mobile devices. insights! Let your facility know that son interview is too soon – try an on- Build a positive rapport. Don’t your team would like to order upon line interview instead. Speaking with be afraid to say thank you and say arrival or if you prefer to have food first-generation Chinese immigrants it often. Showing appreciation to all ready-to-eat. who moved to the U.S. within the involved with your project (partici- Hungry participants provide past two years? Make sure the inter- pants, consultants, project manag- poor feedback. The same logic applies views are conducted in-language and ers, facility staff, etc.) is a small but to participant meal planning. More pre-determine if you’ll be conducting impactful step in building bonds that often than not, participants are travel- interviews in Mandarin, Cantonese or strengthen not only your current re- ing from work, just leaving school, a mix of both. search study but also set the founda- picking up their kids from daycare or On topic. Indicating the topic or tion for positive future collaboration. pretty much anything besides just eat- client to the facility you are using may Moderators are not robots – yet. ing breakfast, lunch or dinner. Ask the be helpful even if they aren’t recruit- Moderators have a demanding role in facility to provide snacks, or ideally ing or assisting with other aspects of the research process so advocate for a full deli tray, for participants while the study outside of the rental experi- them when you can. Ordering dinner? they are waiting for the group to be- ence. Some clients may have been to Don’t forget the moderator. Debrief- gin. You’ll get more out of the respon- the facility already so the team may ing after 10 hours of interviews? dents if they are fed and not hangry. already have an idea of what to antici- Agree on a reasonable duration and Time to check in. Advise your pate. Knowledge is power! be cognizant of fatigue. participants to arrive at least 20 One-way viewing, not listening. The devil is in the details. Treat minutes early. While 20 minutes may Most one-way mirrors in facilities are questions as an opportunity rather seem excessive to some, providing a not soundproof. Make sure everyone than a nuisance. Dependable research decent buffer allows time for that who is viewing is aware that their facilities and research partners will pesky accident that held a few people voices may carry into the room for ask many questions to understand up in traffic, allows respondents to participants and the moderator to the project objectives in order to off er complete a re-screener, non-disclosure hear. Rather than take the chance, suggestions as to what they can realis- agreement and other paperwork and keep your chit-chat to a minimum tically accomplish within a given time- gives a few minutes for that almighty and save your feedback for the break line. Conversely, be wary of suppliers bathroom break before the two-hour or debrief. who do not ask enough questions discussion begins. Starting a study Enlist the help of a qualita- before providing costs and feasibility. on time and ending a study on time tive assistant (QA). QAs are a great Whether you are conducting on- is a win-win and respects the time of resource while conducting focus line focus groups or in-person focus participants and researchers alike. groups. Whether you need someone groups, acknowledging and being Incentivize early arrival with a to run notes to the moderator or mindful of the human element in the drawing. Providing cash drawings for deliver props or samples during the research process goes a long way. Ap- those who arrive at least 20 minutes focus groups or interviews, a QA can plying just a few of the simple steps early incentivizes participants to be a valuable addition to your team. above will ease in the planning and allow sufficient time for travel to Advise your facility ahead of time and implementation of your next study. the facility and enough time to check check their rates and availability. You In the process, you’ll find that you’ve in. The typical early arrival draw- may be glad to have an extra sidekick not only fostered greater communica- ing consists of one to two drawings, for the big day. tion with your partners and clients $50.00 drawing per group (depending Stay incognito. Even if it’s not but also minimized unknown factors on group size). after Labor Day yet, you may con- and established research processes Be mindful of the participant. sider leaving that white jacket in the that can be replicated and perfected The delicate tango of recruitment closet. Lighter, brighter colors have for the future. doesn’t stop at writing your screener. a greater chance of being viewed www.HMR-Research.com Select convenient dates, times and through the one-way mirror by [email protected] study methodologies that match the participants. Similarly, make sure to 626-486-1400 profile of your audience. Speaking keep the observation room dark and

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INTERNET OF OUTLOOK THINGS

May I have permission to speak to your refrigerator?

Is the Internet of Things the solution researchers have been waiting for?

BY HUGH DAVIS and your standard 25-minute com- notify you exactly why. Co-CEO, Critical Mix mute will now take 50 minutes. As devices communicate with each Before you even wake up, your smart other, the consumer benefits are end- alarm clock has checked traffic, less. Refrigerators taking inventory cross-referenced your calendar and is will ensure that you never run out of set to wake you up 30 minutes early ketchup, your thermostat will always after recognizing that you have a be set to the optimal temperature, 9 a.m. client meeting. While being your car will let you know when the punctual is important, so is waking line at Starbucks is short and place up to a hot cup of coffee. So in addi- your order in minutes. tion to waking you up earlier, your As IoT develops, we will see these alarm clock has notified your coffee types of conveniences emerge more maker to prepare your usual cup of frequently. The applications of IoT in coffee 30 minutes early. Thanks to home automation, elder care, medical this exchange of information, you care, productivity and energy man- will be on time for your meeting and agement are endless but personally, have coffee in-hand the moment you I am most excited for its impacts on efore taking action to solve the wake up. Interconnectivity among survey research. Bsurvey experience dilemma, it is devices enables you to start each day Currently, we face several chal- crucial to understand the Internet of on the right foot, regardless of cir- lenges in survey research: Things (IoT). To put it simply, IoT is cumstances beyond your control. when a consumer’s devices can com- Imagine you just finished a load of • Surveys are too long and only get- municate with one another to send laundry and find that your favor- ting longer. and receive data. IoT takes Internet ite sweater shrunk from a large to • People don’t want to take surveys. connectivity beyond traditional a small. Well, what if each of your • Survey response bias skews data. smart devices like computers, tablets clothing items contained a sensor and smartphones. It extends these that could inform your washing To combat these challenges, I ask, capabilities to devices traditionally machine exactly what each load con- “Do I have permission to speak to considered “dumb,” such as one’s re- tained? Your washing machine would your refrigerator?” frigerator, coffee maker and washing perform the perfect cycle every time. Leveraging Critical Mix’s kNOW machine. Tiny embedded sensors will Perhaps you accidentally placed a red Instant Insights survey product, we transform all devices into active par- shirt and white pants in the same asked a nationally representative sam- ticipants in this data exchange. load. Your smart washing machine ple of 1,000 U.S. adults the following As a consumer, you may be think- would recognize that performing the question, “Assuming proper measures ing, “Why would I need my coffee cycle as is will result in a lovely but were taken to protect your privacy, if maker to be a smart device?” Well, unsolicited shade of pink. To save you owned a smart refrigerator that imagine this: Your city is experienc- you from this first-world disaster, could keep inventory of the products ing unexpected inclement weather your machine will refuse to start and you purchased, would you share this

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innovations take shape, we will no longer require 20 to 30 minutes of a respondent’s time and survey-taking will not be considered a laborious task. By simplifying the survey-taking process, more consumers will feel inclined to participate in market research. Increased survey participation will lead to a larger pool of respondents, garnering more extensive and holistic data. The effort required for survey completion will shift from survey members to smart devices, further promoting participation. IoT will serve as a transformative gateway to rich, accurate and immediate data, free of survey bias. Incorrect survey responses occur for several reasons, including a respondent’s embarrassment, lack of knowledge, human error and rushing to complete a survey. IoT would eliminate these issues by authorizing researchers to communicate with devices designed to collect and report accurate data. We would gain access to a larger, more comprehensive data set and, in turn, better predict and analyze consumer behavior. Additionally, the transfer of data from these devices data in exchange for rewards?” issue of survey length. The challenge would be quick and seamless. After Seventy-one percent of survey is striking a balance between a re- data collection, researchers could members said yes. spondent’s survey-taking experience dive into developing insights and Survey members who permit and your survey’s ability to acquire bypass the wait for survey members researchers to communicate with the necessary data. As a researcher, to complete questionnaires. their smart devices will still be in- while it is crucial to develop a survey While we still have a way to go centivized for participation but now that answers all your questions, it with technological developments and without the hassle of a 20-minute is equally important to ensure that privacy concerns, IoT has the potential questionnaire. By minimizing the it does not appear daunting. By to make this vision a reality. The re- legwork required by respondents, facilitating data collection directly sult of applying IoT to market research survey research will see a surge in from smart devices, IoT will enable is a better experience for respondents participation. Additionally, market researchers to shorten and funda- and higher-quality data for research- researchers will gain access to im- mentally eliminate tedious surveys. ers. IoT might just be the key to fi nally mediate, accurate data, free of survey Once respondents grant permission to revamping the survey-taking process, bias. IoT will transform survey-tak- extract the data, their work is done. increasing survey participation and ing and distribution processes, lead- By communicating with a con- enhancing data accuracy. ing to a new age of survey research sumer’s home devices, researchers will in which the experience is effortless be able to uncover answers without www.criticalmix.com and the data is precise. speaking directly with the consumer. [email protected] For years, market researchers have The issue of over-asking survey ques- 800-651-8240 actively tried to improve upon the tions will be nonexistent. As these www.quirks.com January 2019 // Quirk’s Marketing Research Review 31 SPONSORED CONTENT

JOB OUTLOOK TALENT

Fill the void in consumer insights

Six things leaders can do now

build an insights ecosystem and trans- Fast-forward 10 years and traditional BY DIXON SMITH, form the plethora of data into foresight market research/consumer insights MBA, CPC that leaders can use to take advantage of organizations are still under tremendous opportunities or mitigate risk. pressure to demonstrate value and many Managing Principal, O’Connell Group, are still struggling to connect with lead- Executive Search How did we get here? ers at a strategic level. As far back as 10 years ago, Boston Most companies have embraced he C-suite Consulting Group (BCG)1 investigated big data as the most promising lever of Tdemands real- the barriers to traditional marketing re- change. The volume of data – and the time, predictive search migrating up the organizational speed with which it must be captured and insights that give value chain. Its 2009 report identifi ed studied – have sharply shifted invest- them the confi dence to make smart in- the continuum of consumer insights ments toward data science and increased vestment decisions ahead of the market performance, with “order taker” at stage the demand for data scientists and statis- and competition. one and “strategic foresight organiza- tical analysts. IBM predicts that demand Leaders are awash in data and tion” at stage four, where they deliver for data scientists and advanced analysts information from a rapid and relatively a competitive advantage. BCG found will spike by 28 percent by 2020, creating inexpensive proliferation of sources. But that almost 90 percent of the companies a shortage that potentially disrupts ongo- they are often surrounded by people and surveyed followed a more traditional ap- ing product development, acquisition and systems ill-equipped to eff ectively extract, proach to market research and were still go-to-market strategies.2 interpret, connect and deliver clear and at stage one or two. Some insights leaders have made the actionable insights from the data. At that time, only 34 percent of line necessary adjustments to “modernize The gap between what business leaders managers agreed that the insights team the shop fl oor” to harness the dynamic need from insights teams and what they consistently answered the question “so power of data-driven business intelli- are receiving has created a vacuum. And, what” and only 32 percent agreed that gence. They have diversifi ed their talent as Aristotle postulated, “Nature abhors the insights function translated research sets with staff conversant in data sci- a vacuum.” Insights organizations can fi ndings into clear business recommenda- ence, social/digital media and evolving either lead the way and fi ll this vacuum or tions for senior executives. Conversely, insights communities. watch as others fi ll it out of necessity. insight teams felt that line management But change comes with a cost. We Do you fi nd this to be terrifying or lacked engagement in the research pro- have seen signifi cant headcount reduc- exciting? cess. Fewer than half (41 percent) thought tions in traditional marketing research Experiencing the “creative destruc- that business leaders in their organiza- roles as companies reallocate resources tion” that occurs in a rapidly evolving tion would pass a “pop quiz” on impor- to data science and analytics. profession can be terrifying (or at least tant facts about consumers. uncomfortable) for insights leaders be- Marketing researchers were trapped What’s next for market research and cause it demands change and growth. in the silo of their staff function and consumer insights? We see this vacuum creating a lacked an engagement model linking Do we foresee the end of traditional natural space for insights professionals their work strategically to brand- and insights? No, but insights leaders must to lead. It is an exciting opportunity to business-line decision makers. re-envision the function to encompass a

32 Quirk’s Marketing Research Review // January 2019 www.quirks.com broader – not narrower – set of research and insights disciplines. More to the point, the mere addition of data science and analytics professionals is not the silver bullet some claim. Success also depends on a strong connection between the insights function with line management, as BCG found in its study. Forward-thinking organizations are redefi ning skill sets and redesigning roles to build teams of leaders who are capable of aggregating, collaborating and delivering insights across the business enterprise, even beyond marketing. Their teams are becoming more strategically relevant by placing data in context and telling the stories that explain the “why” of the current state and inform the “what’s next” forecast of customer behavior. They also recognize the fundamental need for ongoing education and training. A 2018 study3 found that 70 percent of researchers receive less than one week of training per year. Consequently, professionals with the greatest potential and drive will transfer or leave to fi nd the environment where they have the best op- supply chain, e-commerce, customer While change can generate fear, portunity to develop their careers. They experience, geolocation, etc. there has never been a more exciting are digging deeper to understand the time to be an insights professional. It’s business, learn new skills and combine • Hire for aptitude and attitude. Many a time to embrace the most promising research and data science in new ways to skills can be learned but conceptual drivers of change and access resources add value. The rising insights stars won’t thinking, strong communication, that can provide the best-practice bench- wait for you to transform their role from leadership potential and passion for marking, competitive intelligence and order-taker to strategic advisor. the business are critical. professional networks you need to support your team-building strategy. Build a transformative insights team • Build cohesive, cross-disciplinary teams Please reach out to us to continue Don’t be satisfi ed by simply fi lling the where informal learning happens this dialogue and to request a copy of our void. We see inspired leaders making daily. Plan and budget formal training new Insights and Analytics white paper. tough decisions to create the optimal en- for developing new skills. Open doors www.oconnellgroup.com vironment, then reshaping their teams for progression toward insights man- [email protected] with insights professionals who continu- agement and general management. 314-997-0770 ously evolve their skills and value. Here are six proactive steps to take now: • Challenge your team to develop a REFERENCES fi rm grasp on your company’s busi- ¹The Consumer’s Voice – Can Your Company Hear • Position insights as the center of ness model. Create a culture that It? Center for Consumer Insight Benchmarking 2009. Boston Consulting Group. November 10, corporate learning. If the insights encourages critical thinking and 2009. https://www.bcg.com/en-us/publica- function is expected to move beyond challenges bias. Attract team mem- tions/2009/markerting-sales-customer-experi- tactical support to the role of strategic bers who will strengthen the overall ence-consumer-voice.aspx counselor, the insights head must hold value of insights that you deliver. 2 Columbus, Louis. “IBM predicts demand for data sci- an executive-level position. entists will soar 28% by 2020.” Forbes. May 13, 2017. • Value speed. Identify professionals who ³ Market Research Skills and Training Study • Act as the strategic custodian of portals anticipate questions and will be pre- 2018. NewMR. August 2018. that harness multiple data streams and pared with calculated insights. Ensure 4 Moran, Robert. The Futures of Marketing methodologies.4 Become indispensable that they can clearly articulate the trade- Research. May 16, 2011. https://www.sagepub. com/sites/default/fi les/upm-binaries/43895_ to other business applications where off s and develop a business case for Epilogue.pdf insights will add value such as logistics, more in-depth study where necessary. www.quirks.com January 2019 // Quirk’s Marketing Research Review 33 SPONSORED CONTENT

ARTIFICIAL OUTLOOK INTELLIGENCE

Evolution, not extinction

AI is fi nally driving change in the MR world but practitioners are still key to success

er-quality insights almost instantly that truly require human inter- BY WALE OMIYALE and at a lower cost, which makes au- pretation. However, it’s important SVP of Market Research, Confi rmit tomating some of their processes not to remember that this automation only inevitable but necessary. Already should be viewed as a benefit to help two of the three major elements of and assist humans, not replace them. research – operational and cognitive One phrase I like is, “Data is stupid – are well on the way to part or full – it only knows what it knows.” This automation with only creativity still is true; it is people that are key in separating us from the machines. the integration and interpretation of Operationally, market research al- such data and processes. ready has a long history of automat- Researchers can become special- ing simple processes: questionnaire ized. As automation tools take over scanning was itself revolutionary in administrative tasks, it also frees speeding up the data capture process up research teams to concentrate t is now indisputable that most and was created to meet the need for on evolving into specialist hubs. Iindustries, including market re- faster results. As time progresses, This becomes an even bigger asset to search, will not be able to escape the we’re seeing more day-to-day tasks organizations as researchers can now technological disruption of automa- being automated. become data scientists and ordinary tion and artificial intelligence (AI) The difference? There are a few: reports turn into strategic business occurring around the world. As we AI now spans the entire MR guidance for C-level executives. Auto- have seen, automation is already lifecycle. As well as helping to automation equally increases the need for happening before our eyes and the mate survey design, sampling, data broadly-skilled project managers who expectation of clients is only grow- collection and reporting, automation no longer require in-depth subject ing as AI and other game-changing tools are becoming available for much knowledge but a wider understand- technologies have had a positive more advanced cognitive techniques, ing of the many automated steps of impact on so many other aspects from emotional response recognition the research process. This certainly of their lives. But with real-time to multimedia feedback, social media impacts the role of the research sub- information and instant analytics analysis and more. ject matter expert but allows research gratification now taken for granted Researchers can focus attention organizations to be more flexible in and even becoming expected, tradi- elsewhere. By automating many recruitment and service delivery. tional market researchers are under of the repetitive tasks associated AI helps to break down silos. immense pressure to deliver their with data collection and analysis, Despite some skeptics warning of the results faster and cheaper. researchers can focus their efforts demise of people-based organizations, Like many industries in this new on the more in-depth analytical and there is growing evidence that au- economic reality, market research or- creative processes, such as the design tomation can break down damaging ganizations must now uncover high- of new surveys and methodologies departmental silos and promote col-

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laboration, both across survey teams clients will always prefer a human rise of AI and automation is creating and with external partners and relationship with their research part- a groundswell of focus on the con- customers. AI is imposing research ners. We are already seeing that MR sumer, as businesses now increasingly content and knowledge into tools clients want to work with researchers place the consumer at the heart of the that sit in teams through an organi- as partners and trusted advisors, not decision-making process. Automation zation. These teams and departments vendors of data. Clients don’t want to is placing research insights into the may traditionally not have owned the get answers to their business issues hands of individuals that can build insight process and as a result they from a machine, as dashboards of business cases around the needs of are now empowered to make immedi- data will only take them so far. They the consumer faster and more effec- ate and positive impacts throughout want a person they know to answer tively than traditional means. their organizations. This represents their questions and provide that The developments in automation a real opportunity. trust. And, let’s be honest, they can’t are driving the industry toward a hold an algorithm accountable! custom, white-glove model of re- So where do future opportunities Offering self-service. For some search, where the needs of clients are lie for “real” researchers? clients, MR organizations will be met for whatever level of program Although AI and automation have able to provide a whole new level of they require – and can be delivered come leaps and bounds from where ownership, delivering them self-ser- in the time frames and formats most they were a few years ago, we still vice research programs. This model suited to each need. But it’s not only have a long way to go before these is proving increasingly popular with clients who can benefit from a fast machines “take over” – and the hu- clients who need to gather high-level turnaround: automation also benefits man touch is still critical to success insight quickly. Clients can use self- agencies through repeatability. The in the MR world. Market researchers service to select the most appropri- more processes that can be set up are still extremely valuable with the ate tools for their project, select the and repeated, the more efficient an following skills: audience or sample and then select organization becomes, which boosts Creating something new. With the type of reporting they need to productivity and increases the us- the help of machine learning, surveys produce, all from a single source. Not ability of automation tools. Further- will one day be created automati- only does this shorten timelines but more, when automation is applied to cally once enough scenarios are fed it can also simplify results-sharing multiple processes across the orga- through an algorithm. In other and analysis through easy-access nization, both time and cost savings words, it can’t create something dashboards. This may ring alarm bells are magnified. This ease and speed completely new. Because of this, the for MR companies worried about the of delivery becomes a differentiating ability to create new methodologies diminishing need for the skills of the factor against competitors. and research processes and react to research agency. But I would argue While research will continue market dynamics will still be very otherwise. What many clients now without traditional “researchers,” the much a human task for some time to need is quick insight. This means that future for creative research profes- come. New methodologies, research sometimes they only want to focus sionals to think more high-level and processes and reacting to new/chang- on those questions that get to the holistically is bright. These new ing market dynamics requires people. heart of their enquiry most quickly. professionals will be overseeing ele- Listening to instincts. AI also With automation tools to support this ments, designing new methodologies, lacks the “gut feeling” we get that way of working, they may still get 80 advising and working with clients as instinctively tells human research- percent of the information they need a partner, not a data source. ers that something is not right. There in 25 percent of the time. And that So, while things are certainly will long be a requirement for people makes a justifiable business case for changing in the world of MR – specifi - to oversee data quality assurance. self-service. There will still be the cally the role of the market researcher That might not be a statistical exer- need for in-depth research programs. – we all need to remember that this is a cise so much as it is an experienced This self-serve approach is, in fact, a case for evolution, not extinction! researcher looking at data and just new layer that sits on top of substan- knowing something is amiss. tial analysis and insight. www.confi rmit.com Forming a relationship. Human Prioritizing the consumer. The

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ONLINE OUTLOOK QUALITATIVE

Fit for purpose

Online qualitative, certainty-cost trade-offs and machine learning

BY RICK KELLY And, to further keep your attention fi gure 1, the y-axis represents certainty Senior Vice President of Product and Research, as you read, I have included a haiku sum- in research results (with the topline Fuel Cycle marizing each section of the article. being perfect certainty) and the x-axis represents research costs. he best Certainty in market research is as- Tdays of ymptotic, meaning that when we rely on online quali- a sample and human judgment, we will tative re- never approach perfect certainty no mat- search are yet ter how much money we spend, the time to come. Each we invest or Ph.D.s we hire. Even if we year, insights were to survey a population, it’s entirely professionals possible to introduce measurement error are intro- through our research design. duced to new One of the features of our Research research tools that enable businesses to Cost-Certainty Asymptote is declining capture organic data, organize it quickly marginal certainty for every increase in and share insights with stakeholders. cost. In layman’s terms, this means that This new breed of fast-moving qualitative Asymptotes are lines that approach a increasing certainty becomes much less research tools are powered by machine curve but never touch. In the example in cost-effi cient. For instance, you increase learning algorithms that remove the barriers of time and cost that tradition- Figure 1 ally prevent qualitative research from being viable for nimble businesses. Yet as machine-driven online qual becomes more common, researchers (rightly) raise questions about the effi cacy of this type of research over more traditional, human-centric approaches. As early adopters of machine learning for the analysis of unstructured data, Fuel Cycle is often asked about our view on automated text and sentiment analysis. This article is intended to explain the approach we recommend to any new research tool (including machine learning), which can be succinctly summa- rized as “The tools you use should depend on the research question at hand.”

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certainty much more by increasing People tend to be surprised when research with greater cost effi ciency and sample size from 500 to 1,000 than from they hear our response – we generally speed than they had been able to before. 1,000 to 1,500. In a normally distributed agree! As of today, there are some cer- sample, from n = 500 to n = 1,000, margin tainty trade-off s made when using auto- of error decreases from about 4.3 percent mation for sentiment analysis compared to 3.3 percent, whereas from n = 1,000 to to using human-coded responses. How- n = 1,500, margin of error decreases from ever, to focus on those trade-off s misses 3 percent to 2.43 percent, despite diff er- the point of using machine learning. ence in both samples being an n of 500. Machine learning, when used appropri- For that reason, it rarely makes sense to ately, enables researchers to move faster increase sample sizes beyond about 1,500 and conduct research more effi ciently people in a U.S.-based study – the gains in than they’re otherwise able to. certainty usually aren’t worth the cost. The result for most market researchers is there comes a point in cost that our level of certainty is “good enough” to make a decision despite not having We expect researchers to increasingly perfect certainty in our outcome. What adopt machine learning for unstruc- is “good enough” is typically determined tured data because, like online sampling, by the research question at hand and the machine learning allows researchers to level of sensitivity to the outcome. conduct research faster, more effi ciently, So it is with machine learning in with certainty that is “good enough” for market research, specifi cally when it many research applications. comes to the use of text analytics, senti- Without reservation, Fuel Cycle be- ment analysis and automation compared lieves that the research question at hand to human coding. should dictate the research methodology The arguments against automated and never the other way around. Online sentiment analysis and text analytics sampling should never replace truly have at least some superfi cial parallels random sampling for critical decisions, to the arguments made against online market sizing should never be done in a sampling in market research in the late research community and automated sen- 1990s and early 2000s. timent analysis should not replace hu- Twenty years ago, many research man coding for highly sensitive research. practitioners argued that online conve- It would be a mistake to use automated nience sampling from an opt-in group analysis in an epidemiological study of of respondents (market research panels) rare disease patients, for instance. There would never be as good as random digit are cases where increasing spending dialing-based phone or mail surveys. signifi cantly to produce a slight increase There is little to no theoretical support in certainty makes sense. for the concept behind online panels Considering trade-off s when selecting Fuel Cycle has been using machine (convenience sampling) to make business research tools and methodologies is impor- learning for text analytics and senti- decisions or predict election out- tant. Does a 5 percent increase in certainty ment analysis since late 2014. In 2018, comes. Yet today, online sampling is used warrant a 200 percent increase in cost? we introduced computer vision, which extensively to forecast election outcomes Does a 10 percent decrease in certainty uses machine learning to process imag- and make critical business decisions warrant an additional month of analysis? es and videos uploaded to our research with high accuracy. This is because, in Just because sentiment analysis isn’t communities, enabling our customers general, online convenience sampling de- a good fi t for some highly sensitive stud- to quickly analyze dozens or hundreds creased the cost of market research and ies doesn’t mean it’s not a fi t for all stud- of images for data useful to research- allowed businesses to expand the volume ies. In fact, quite the opposite. We believe ers, including facial sentiment, brands, of research they were conducting. most commercial market research studies objects, landmarks and more. In the context of the Cost-Certainty benefi t from the use of automation be- Because we take a somewhat ag- Asymptote, online sampling decreased cause they enable researchers to conduct gressive stance towards adopting new certainty but it also decreased cost. research faster, with greater cost effi cien- technologies, we’ve often heard some ver- Researchers found a point where online cies and produce certainty that is good sion of this statement: “Automated text sampling provided “good enough” cer- enough for many business decisions. analytics has a long way to go until it’s as tainty at favorable price points. Online www.fuelcycle.com good as manual coding.” sampling enabled researchers to conduct [email protected] www.quirks.com January 2019 // Quirk’s Marketing Research Review 37 SPONSORED CONTENT

DATA OUTLOOK VISUALIZATION

Visual storytelling: The art of developing an infographic

The collaborative process of data design

JACK WEBER KEVIN STURMER Head of U.S. Custom Creative Director, YouGov Research, YouGov ne of the most comprehensive Oforms of data visualization is the infographic. Infographics have a beginning, middle and end, providing the viewer with a full interpretation of the topic or idea. While other forms of visual storytelling may rely heavily on accompanying text, commentary or voice-overs in the case of video, infographics allow the data alone to drive the viewer through the narrative. Because infographics rely so heavily on design to eff ectively express their purpose, tactful collaboration between the researchers or writers who source and structure the data and the designers who bring it to life is essential. When developing an infographic, fi ve critical elements can help defi ne and ease this process: refi ning the data, developing a narrative, structuring the wireframe, as- and either already have or are working they’d want to view your infographic sembling the visuals and delivering the on accessing the necessary supporting and what they most want to learn from fi nal product to its audience. data. Once you’ve collected your data, it. Is the information groundbreaking? there are three key elements to evalu- Informative? Highly relevant? Would 1. The data ate before you can begin structuring they share it with their boss or peers? If you’re developing an infographic, your story. First and foremost, you have Use this analysis to inform the next chances are you have a topic in mind to know your audience. Consider why step in molding your content: selecting

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the strongest data and discarding the remainder. Keep your story concise and impactful. At this point, you’ll be ready to defi ne the output of your production. Will it be a traditional infographic embedded in an online article, 600 pixels to 700 pixels wide and very tall? Will it be a printed as a poster for display or make its way into a magazine? Know- ing what your audience expects and how they will interact with the piece sets the stage for telling your story and gives both researchers and designers concrete parameters in which to work.

2. The narrative Both content and visuals inform the narrative of an infographic. In arrang- ing the data that you’ve selected, it’s important to think through the story you want to tell and the one that will resonate with your audience. Make sure that your elements fl ow cohesively and support a thesis, whether you expressly state it or not. Once you have the structure of your story, it’s important to maintain a consistent visual voice. If your topic is hard and edgy, it’s probably best to avoid rounded corners, soft graphics and pastel colors. Understanding your audience’s style expectations allows you to lead them through the story, evoking the time to connect the dots with graph- ence’s desires and needs. This feedback emotions you want to convey seamlessly. ics and design. These elements will be loop will support the creation of even inspired by the decisions made in the more eff ective infographics, data visu- 3. The wireframe fi rst three steps. Detailed iconography als and stories over time. It’s time to pick a hero for your story that ties in with your hero image pairs – a strong visual element that encap- with background patterns that sup- Design your data story sulates the core of your message and port the overall mood of the piece and There are a variety of storytelling serves as a focal point for your sup- design elements that connect the data. techniques that can be effective when porting data. As the viewer navigates This visual execution of your detailed paired with the right content. Many through your infographic, this hero groundwork will draw the viewer’s at- of these include visuals to support will serve as a constant reminder of the tention and encourage them to engage the inclusion of data and encourage overall message. with and consume the data. engagement from individuals who As you lay out the various elements may overlook data-filled, text-only of the infographic, pay attention 5. The delivery reports. Understanding the different to how your eye tracks through the When the drafts and designs are done, frameworks available, while using design. Like the pages of a book, there it’s time to share your story with the a methodology similar to the steps should be a visual order to your story. world – or at least with your target above, may prove helpful the next This visual order should help the story audience – through whichever delivery time you design your data story and build toward a rewarding conclusion method you’d chosen when fi rst parsing may alleviate tensions or confusion for your audience. the data. Feedback to and engagement between research and design. with your infographic once it has been today.yougov.com 4. The visual published can give you and your team a [email protected] After defi ning the aesthetic fl ow, it’s deeper understanding of your audi- [email protected] www.quirks.com January 2019 // Quirk’s Marketing Research Review 39 SPONSORED CONTENT

TRAINING/ OUTLOOK EDUCATION

Guiding the next generation

Lessons learned from training thousands of moderators

BY NAOMI R. HENDERSON CEO, RIVA t never Ioccurred to me, in the early 1980s, that I would sources. Sometimes we are like priests, is trained in a set of rigorous prin- look back over listening to someone talk about an ex- ciples or practices. Some learn via more than three decades in qualitative perience or an emotion while we sit in the apprentice method, working as research and see metaphorical foot- passive listening mode, working hard a disciple under a trained QRC until prints in the sand; the feet of thou- not to judge the one speaking. In other deemed trusted to work alone without sands of researchers who wanted to cases, we operate as scientists, experi- supervision. There are some qualita- know more about the art and science menting with diff erent approaches to tive researchers who are self-taught, of moderating and how to provide cli- solve problems. In yet other situa- learning from their mistakes, reading ents with actionable results. In nearly tions, we are similar to psychologists, books and articles in the industry and every case, these researchers knew listening to the words but analyzing attending conferences and workshops that moderating had more in common the root causes of a belief system or a to discuss best practices. A very small with art than science. point of view. Sometimes we act like set of qualitative researchers are “nat- Qualitative research consultants lawyers, stripping away elements of a urals,” picking up key skills almost by (QRCs) enjoy the privilege of being story to get to facts and the rationales osmosis, intrinsically understanding allowed into the minds of consumers, that drive behavior. the best way to talk to strangers and doctors, teachers, scientists, those invite them to share below top-of-mind with serious illnesses, felons and ev- How do QRCs learn their craft? thinking. They have a lot in common ery job title possible. We invite them Priests and ministers, along with scien- with perfect-pitch singers who have to focus groups, telephone interviews, tists, psychologists and lawyers, have had no training. Both are a rare breed. online events, conference workshops something in common: they have all The qualitative research indus- and any other place that immediately been trained in a specifi c set of guide- try as a whole does not have a body becomes a research environment after lines that govern the work they do. They of knowledge in one location or a we introduce ourselves and start ask- have taken tests, conducted a practicum specifi c accredited “temple of learning questions. in front of experts or written a thesis ing” to produce “graduates of qualita- What we do as QRCs borrows tools, reviewed by masters in their fi eld. tive research.” There are less than 10 tips and techniques from disparate Not every qualitative researcher institutions of higher learning that

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Table 1 school curriculum while an under- graduate, it didn’t take long to craft a training course that stood on what I Ability to create The power of The best questions The best ways to probe rapport and a “safe UPR: unconditional are based on to uncover information knew as best practices. Teaching thou- space” in minutes positive regard journalism models below top-of-mind sands of researchers since that fi rst course has illuminated the true value of training moderators. The use of The 80/20 rule: The Authentic use of the Creating an open heart appropriate respondents talk 80 sophisticated naiveté and a listening ear in What is the value of training for rejoinders percent of the time technique QRCs and respondents QRCs? Qualitative research training is not the rote learning of specifi c skills Varied skills to handle Listening to respondents, or the mastery of certain words. It Attends to non-verbal Willing to live vagaries of group not listening for centers on bringing inherent research communications at all without closure dynamics something to confi rm a times skills (e.g., asking good questions/ preconceived hypothesis probes) into harmony with individual elements of one’s personality in such a way that the researcher sees him/her- off er degrees in market or marketing ways when they open. After attending self as a tool to reach an outcome. research. If someone decides to print a workshop in NYC in the early 1980s, Qualitative resea rchers are in part- business cards with their name and positioned as “An Advanced Workshop nership with clients who have a desire the title of moderator or QRC, no one for Moderators,” I saw a vacuum and to know something specifi c and who checks to see what, if any, credentials set about to fi ll it. Along with my hire QRCs to navigate the landscape of prove that those titles were earned sister, we met the requirements of hav- respondents’ perceptions, opinions, through education or training. ing led 100 focus groups. We attended, beliefs and attitudes without judging When I started in qualitative re- hoping to fi nd answers to challenges any answer that comes forth. search in the late 1970s, I bridged over we now faced and looked forward to To do that, the training of a modera- from quantitative research and learned meeting others like us. tor is not based on learning skills but in the apprentice model, being very How disappointing to discover that rather based on learning about one’s lucky that my mentors both held de- the workshop provided little more self. The end result is not standing on, grees in psychology and sociology. I had than a defi nition of a process (which “See how great I am as a moderator” to read several books about “the dynam- we knew by heart) and an ego trip but, “See how great you are as a respon- ics of groups.” I also attended a plethora soapbox for the session leader. He dent who is open and willing to share of meetings with those mentors, who spent a lot of the workshop sharing your thinking with me.” To get to that quizzed me about what I observed as I experiences in which he showed up as space, moderator training focuses on watched them moderate. The fi nal les- the hero in every situation. these elements shown in Table 1. sons came when they provided feedback Every time I brought up a question Good qualitative researchers in the about how I moderated. At some point, based on a challenge I had faced, the 21st century are made, not born. After I passed the invisible line between aco- session leader said some version of, training some of the next generation lyte and priest and got the green light “That isn’t the content of this work- of moderators, I am thrilled to leave to lead groups on my own. shop.” On the train ride home, my a legacy that includes a written body I wanted to be a good qualitative sister said, “If you want answers to of knowledge and an awareness that researcher, fi nding gems and nuggets of your questions, you’re going to have to qualitative research techniques are not information from diff erent kinds of refi nd them somewhere else.” That place static. As I move toward retirement, it spondents. I wanted to make sure that turned out to be a request from a cli- is very satisfying to look back at those every study purpose met the require- ent who wanted a training for his staff footprints in the sand and know that ments of clients and that my reports under this aegis: “We want to be better an army of trained moderators stands were actionable. I never aspired to be a clients when we hire a moderator so ready for any client challenges. trainer of other moderators. we can get the maximum benefi ts from www.rivainc.com But life serves up opportunities the insights generated.” [email protected] and it is smart to honor those door- Having been trained to write public 301-770-6456 www.quirks.com January 2019 // Quirk’s Marketing Research Review 41 SPONSORED CONTENT

BUSINESS-TO-BUSINESS OUTLOOK

Make it matter to them

Technology is a driving force in B2B but we shouldn’t overlook the human factor

BY JIM WHALEY CEO, OvationMR

“I don’t know the rules of grammar... If you’re trying to persuade people to do something or buy something, it seems to me you should use their language, the language they use every day, the language in which they think. We try to write in the vernacular.” – David Ogilvy

oving forward, B2B research will Mcontinue to be driven by three primary infl uencers:

• changes in attitude and behaviors of the business consumer; to make ads appear more as editorial con- more as groups of individuals who serve • digital marketing and the Internet; and tent versus simple taglines clutched to a other people. Today, customers are less • technological innovation. super-focused image of the product. Why concerned about whether you are the is this important? Because if you con- market leader, if you won the award or Technology seems like the most obvi- sider most B2B marketing today, it is still have the fastest box. What people really ous and sexy place to start in an article very generic – opting for simplistic broad want to know is who you are and how but to the contrary I argue that while messaging to a single customer profi le set you are making a diff erence in their technology does enable us to do certain which harkens back to early CPG times business and the community. things faster or more effi ciently, unless when pre-segmented audiences were the Customers have always been like we actually do those things the technol- norm and choices were limited. this, they just didn’t have the voice or ogy is useless or at best less productive We have learned a great deal about platform to tell you. than it might otherwise be. demographics/psychographics for both This is why I start here rather than the consumer and even the enterprise. Content – no longer just nice to have with blockchain, AI or mobile. We have even begun to challenge the In the months and years ahead, B2B idea of the enterprise as an emotionless research will require a more holistic ap- Times change, technology advances, task-oriented machine, making deci- proach. For example, we know construc- human nature remains the same sions solely based on bottom-line ROI. tion and engineering fi rms that use tools Ogilvy was also noted for his propensity We have come to think of businesses and other equipment like work boots or

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vehicles and even project management software and that conduct business in mild, winter and tropical climates have diff erent issues and needs. Depending on the markets you serve, your content can be about brand- building or it can be about demand generation. Your digital strategy is critical to reaching these decision makers in just the right way and the most appropriate time. Today, that right time is when the customer is ready. Get ready for it, this is inbound marketing. By creating content about successes your clients have experienced with you in diff erent scenarios and leveraging carefully researched keywords combined with with their results, citing that 19 percent relationships with B2B industry associa- well-tested landing pages, you will reach were doing very good or excellent in tions and affi liate groups and engaging qualifi ed audiences who are contacting tying programs to KPIs. their members, off ering a greater share you, armed with questions that they have The point: There is room to improve. of the CPI in return for a trust partner- prepared about their specifi c business B2B marketers and market research- ship and quality participation built problem. They most likely have already ers have an opportunity to thoroughly on blockchain features like validation, qualifi ed you from the research they and rigorously test and measure in this profi ling and event oracles. have done prior to reaching out to you for space. Starting with common-sense com- more engagement with your fi rm. munications, personalized messaging Mobile business enterprise apps Creating content that resonates or account-based and in-bound market- In case anyone missed it, IBM and with both general-audience issues and ing, you will continue to see growth Apple have been busy for the last four niche audiences is the best way for your in the deployment of researched and years in a partnership to deploy mobile prospects to fi nd you. You build domain documented digital strategies, which applications for enterprises in just authority and trust as more organiza- will continue to be the direction for about every industry sector as well as tions link to your content – thus rais- larger organizations. Small and medium government. From oil and gas to fi nan- ing your searchability rankings. enterprises will continue to ease into cial service sectors, business executives Primary research which your orga- more comprehensive digital campaigns, and tradesmen are armed with smart- nization sponsors and publishes about leveraging primary research for content phones they can use to help them solve how the effi cacy of your products makes and validation on a more limited scale every day critical business challenges. a diff erence to the industry and the and increasing trend. And SAP – the company that just other communities will be key to build- acquired Qualtrics – them, too. These ing this trust and authority. Blockchain (not a fad) companies (like IBM and SAP) are If all of this seems like common While there have been many articles building platforms and networks to sense and you are already doing it, around the impact of blockchain on the connect businesses and data with other great. While 91 percent of B2B organiza- market research industry, most have business, their people and insights. If it tions report engaging in at least some focused on applying a new platform to improves the ERP or the CRM process, measure of content marketing, 53 per- solving old business model problems. they will fi nd a way. cent are modestly engaged with limited The areas for market research are programs and many of them are e-mail highly disruptive, especially in the B2B Where will you play in this new reality? marketing only, according to the B2B space. Players like Opinion Economy Researchers have the opportunity to dig Content Marketing 2018 Benchmarks, and others provide technologies that deeper. Data science for quantitative Budgets, and Trends - North America, will break down ineffi cient networks and qualitative researchers should be a study by the Content Marketing in the B2B online research space and tactically insightful and strategic. And Institute. The study also indicates that replace them with a democratized and remember to always use your language. only 36 percent were modestly happy vibrant community through building www.ovationmr.com www.quirks.com January 2019 // Quirk’s Marketing Research Review 43 SPONSORED CONTENT

RESPONDENT OUTLOOK RECRUITING

What’s happening in the recruiting room

Pro tips and future predictions for respondent recruiting

BY MOLLY TURNER- LAMMERS Vice President, Fieldwork Seattle

s a com- Apany that has specialized in recruiting for over 35 years, Fieldwork has implemented dramatic changes in recruiting methods. As in most industries, technology has made a big diff erence in our operations, giving us new ways to reach the ever-more-specifi c targets our clients need as respondents. However, qualitative research is still about quality and nothing can replace names, contact information and basic high quality and show-rates. some trusted quality-control methods in demographics. They are sophisticated making sure clients get engaged, articu- pieces of software that allow us to track The most important factor in medical late respondents who really are who they an array of specifi c information from recruiting is experience. say they are. We would like to give you medical profi les to buying preferences Medical specialists don’t respond to Face- some insight into what we do and what to political attitudes. A healthy data- book posts. In fact, medical specialists are we have learned over the years, how we base is not just large and information- hard to get in front of, period. Successful are changing and what that means to rich, however. A truly healthy database medical recruiting requires persistence you. The more you know about what’s ac- is updated and cleaned constantly. plus a willingness to try everything from tually happening in the recruiting room, Pro tip: Don’t just ask, “How many scouring LinkedIn to hand-delivering the more you can rest easy that you are MS patients are in your database?” Ask, information. An eff ective recruiter going to get the quality insights you need. “How many MS patients have valid needs to build trust. That means a deep contact information and how many can understanding of each specialty as well The permissioned database is still you recruit in your experience?” as the medical community as a whole. It the most important element to good The future: Fieldwork is constantly means knowing great referral resources recruiting but only if it’s healthy. making major improvements to our and the best time to set interviews per Many of our recruits require us to go database technology to keep up with specialty. In a nutshell, it’s about experi- beyond our database but it’s an essen- security and to streamline administra- ence. A recruiting team that has been tial starting point. Opt-in databases to- tion so our recruiters can focus on the doing medical research for a long time day are not just a random collection of personal side of recruiting that ensures is essential. Central-location recruiting

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teams, like Fieldwork’s NRC in Chicago, Pro tip: If you need to reach a lot of peo- posting fl yers). Bottom line is, your re- can help fi nd those low-incidence special- ple, keep your screener short and simple. cruiter needs to be able to think outside ists and patients that may not be feasible The future: Pre-screening will likely the box and fi nd the right recruiting to recruit all in one market. continue to be an important tool for methods for your project. Pro tip: Experienced medical recruit- recruiting but how we get the pre- ers should have a very good idea of screen out is evolving. With the rise Other things that we have learned recruiting feasibility in their market. If in popularity of non-e-mail types of over the years that you should know: they don’t have any sense of whether it’s communications, especially among possible or if they tell you they abso- young people, Fieldwork is doing more • There’s no substitute for recruiting via lutely can do it even though they haven’t to track how diff erent audiences prefer phone. Technology effi ciencies will not done it before, get another opinion. to get information and utilizing other weed out the inarticulate, irritated Pro tip: Web-based groups and ways of reaching out, such as texting, and lucky guessers. Make sure your re- interviews can help you reach those social media and instant messaging. cruiter isn’t cutting corners on quality. low-incidence targets without having to fl y all over the country. Your recruiter Social media is messy and • The money matters. Respondents should be able to off er those options. complicated – and totally worth it. who feel they are being fairly com- The future: Medical recruiting may Each platform is diff erent, with ever- pensated don’t get grumpy about require the “shotgun” method for some changing rules and advertising options. multiple calls, long screeners or not time to come but medical communities Using social media requires vigilance to qualifying multiple times. When are like small towns, word gets around. spot liars and friends getting into the they qualify, they come in engaged Fieldwork has increasingly become a same study. And while it has drawn an and excited. Trust your recruiter recognizable name in medical com- ever-bigger section of the population, it when they approach you with a sug- munities across the country through still doesn’t reach some demographics. gestion on a fair incentive. multiple channels of outreach. But nothing has the potential to create buzz for your study (and for the market • Repeat respondents can be good. Pre-screening (online forms sent to research industry as a whole) as social People who have experience as a respondents) is an awesome way to media. At Fieldwork, we have made respondent tend to be more reli- improve effi ciency, with limits. tremendous strides implementing social able. They also understand that the Customized e-mail campaigns and media tools and we will continue to test process is not one of seeking positive pre-screening were game-changers for ways of using social media for recruiting. points of view but rather honest us. Suddenly we had a way to semi- We have learned that certain words and opinions based on real-world experi- automatically weed out those who were phrases get shared more. We have learned ences. Often, they become ambas- drastically non-qualifi ed. We amplifi ed that a picture can double responses. We sadors for the industry. In today’s our reach while keeping the same qual- have learned what types of studies are hyper-connected, review-everything ity recruiting processes in place, like not suited to social media. (Hint: it’s not world, that’s important for us all. screening and re-screening via phone necessarily what you would guess.) for quality assurance. Additionally, re- Pro tip: Trust your recruiter to come up • The recruiting process can provide spondents can answer at their leisure, with a catchy social media headline that research insights. Occasionally we allowing us to be less invasive. Initially, will get attention and engagement without learn something unexpected during response rate was very high but soon it compromising your research goals. the recruiting process. It may even started to slow down. We learned that The future: Diffi cult to predict, but be diff erent than what was found in sending pre-screen links too often or Fieldwork is working with social media another market. Researchers who sending forms that were too long was specialists to stay on top of this ever- are open to learning from that and frustrating. So we made some adjust- changing opportunity. retooling the recruit accordingly ments and put in some protocols. Now ultimately get better insights. we encourage respondents to call us if Outreach methods need constant they would prefer to be screened exclu- reevaluation, often on a per-project It’s our aim to make the recruiting sively over the phone and we keep the basis. process as transparent as possible so you pre-screen short. This means that not While we are always on the lookout for can feel good about trusting Fieldwork all screeners are good candidates for the latest and greatest electronic out- as your recruiting partner. We welcome pre-screening. Screeners where there reach methods (ex. topic-specifi c blogs), your questions or comments. Reach out are one or two big qualifi ers are best. we have seen our share of electronic to me at mollyl@fi eldwork.com or our Those that require multiple series of methods that have faded or turned VP of Corporate Services Aryn O’Donnell questions to determine qualifi cations unreliable (ex. Craigslist). We have also at aryno@fi eldwork.com. or that have complicated skip patterns circled back to some very traditional www.fi eldwork.com don’t work best with these protocols. methods with surprising results (ex. 800-863-4353 www.quirks.com January 2019 // Quirk’s Marketing Research Review 45 SPONSORED CONTENT

ADVERTISING OUTLOOK RESEARCH

Facing today’s advertising research challenges

How strong research design can provide more actionable insight

Figure 1: How advertising works to build brands in the System 1 brain BY JERI SMITH CEO, Communicus

f all the O research questions faced by today’s Insights teams, one that should be very straight- ent ads that your consumer might Challenge No. 1: Sorting out the forward is actually one of the hardest. (or might not) have seen. You need changes that have been produced by The question: to know which ads worked. And advertising from the changes that are “What’s our advertising doing for since in the mind of the consumer a result of other factors our brand?” it all aggregates up to overall brand A good campaign shifts attitudes and Why is this question so diffi cult to impressions, examining one ad at a behaviors among those who’ve seen it. answer – or to answer well? Here’s why: time isn’t going to capture the way And if it’s a good campaign that’s well- the diff erent pieces work together to funded and well-placed a lot of people 1. There are many things that impact produce results. will see it. But even the best campaign your brand besides your ads. Think- 4. An ad that produces a bump in short- won’t be seen by everybody. And usu- ing that your ad-tracking study will term sales might not be the same ad ally, the brand begins to lose mental tell you how your advertising is that contributes to the brand’s long- availability and preference among working refl ects a highly advo-cen- term health. To help your brand grow those who aren’t seeing the brand’s tric view of the world. in the longer term, you owe it to the advertising. Brand tracking that doesn’t 2. Consumers can’t really tell you brand to ensure that your focus isn’t account for what’s happening among whether they’ve been infl uenced by solely on short-term sales. people who haven’t seen your campaign advertising or what caused them to will nearly always understate the true choose one brand over another. Much Okay, it’s hard. But it needs to be done. impact of advertising. of advertising’s impact takes place Here are some means by which To solve for this requires a test/ in the System 1 brain (Figure 1). Over these challenges can be overcome with control design. But anyone who’s tried time, with multiple exposures to mul- strong research designs. Here’s how you to run test/control market advertising tiple ads, the consumer might start to can become the hero who’s providing tests has discovered that there’s usu- think diff erently about the brand and correct, comprehensive answers to the ally so much noise in the data that it’s this might result in changes in brand question, “What’s our advertising do- nearly impossible to determine the lift attitudes or actions. ing for our brand?” and also providing produced by advertising. 3. If your brand’s advertising team has actionable insights into, “Which ads?” A better way is to use a longitudi- been riding the wave of new media and, “What could be done to make the nal design in which the same people platforms, there are lots of diff er- advertising work harder?” are interviewed before and after the

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Figure 2: Isolating Advertising Impact people based on what ads they’ve seen, we can create a true cross-platform measurement system. This enables us to understand not just whether advertising worked but which ads worked. Further, with this comprehensive data set, we can develop an understanding of the combination of ads and messages across platforms that had the greatest impact on the brand.

Challenge No. 4: Quantifying both short-term and long-term advertising impacts and creating a comprehensive advertising has appeared in-market as Challenge No. 3: Sorting out which understanding that encompasses both a kind of self-selecting test. Those who ads and which media platforms have In today’s world of quarterly earn- haven’t seen the campaign serve as the contributed ings reports and short-term CMOs, “control,” representing a proxy for what Consumers can’t tell you (at least not it’s hard to focus beyond the immedi- would have happened to the brand with- without help) what ads they’ve seen. In ate effectiveness of advertising. But out advertising. Examining the change theory, exposure-based (or opportunity if all that mattered was short-term over time among those who’ve seen the to see) systems can help. results, all ads would contain offers advertising versus the change that has But wait. We know that not all and deals. Thoughtful, responsible occurred among those who haven’t seen exposures result in attention being paid marketers understand that their the advertising can provide insights into to the ad. In fact, most ad exposures go campaign should also support brand what the campaign accomplished. completely unnoticed. So if you’re as- health. The trick is to balance the two Generally, those who haven’t seen suming someone “saw” an ad who actu- needs and for research that provides the advertising show declines (Figure ally didn’t, you’ll mis-categorize people insights into both. 2). Advertising often works to off set as “ad aware” who actually weren’t, Using the longitudinal design ap- these declines – this is the “defensive” confounding the ability to quantify the proach to examine change at the top of role of advertising. Even in cases impact of the campaign. the purchase funnel (awareness, overall where overall brand health is not in- We need a better way of fi gur- impressions) and then all the way down creasing over time, the campaign may ing out who’s seen ads and which ads through brand attitudes, then to pur- be working to keep the brand’s mental they’ve seen. For this, it turns out that chasing behavior and loyalty, enables availability from declining. appropriate memory triggers work re- the insights manager to quantify and ally well to identify those who’ve seen diagnose the success of the advertising Challenge No. 2: Figuring out how a particular ad in-market. When the at each stage and its ability to lead the consumers really feel about your memory triggers used match how the consumer down the path-to-purchase. brand and whether seeing ads has ad memories are stored for a particu- A campaign that only produces changed that lar type of ad, we can sort people into favorable impressions but fails to gener- People are good at telling you how they those who’ve seen ads versus those who ate short-term sales is bad but so is a feel right now. What they can’t tell haven’t with at least 90 percent confi - campaign that only generates short- you about is their motivations – why dence. These memory triggers, matched term sales but does not support brand they like a particular brand, whether a to how diff erent types of memories health. We owe it to the CMO to ensure particular ad persuaded them or what are stored, provide a media-agnostic that our research tells the full story, would persuade them to behave diff er- method for determining ad awareness. which cannot be done with sales data ently. So we can’t ask them about ad No longer are we tilting the scales in or attribution modeling alone. persuasion; rather, we need to observe favor of memories that are easier to ac- Answering the question, “What’s our ad persuasion using implicit means. cess, like recent TV spots, versus those advertising doing for our brand?” may The longitudinal design gives us a that are buried deeper, like the Pandora not be as hard as it seems. Thoughtful powerful way of doing that – observing spot you heard last month. Likewise, approaches to study design, proven how people have changed over time and we aren’t tipping the scales to favor ex- questioning and analytic methodolo- what types of changes are associated posure opportunities that are easier to gies, overlaid with a solid database and with having seen diff erent ad messages. capture, like online exposures, versus deep experience, can light the way. For this longitudinal design to exposure opportunities in media types www.communicus.com work, you need to fi gure out who’s seen that are more challenging to capture. [email protected] the ads. Not an easy task. With this ability to categorize 520-751-9000 www.quirks.com January 2019 // Quirk’s Marketing Research Review 47 SPONSORED CONTENT

BEHAVIORAL OUTLOOK RESEARCH

Closing the gap between promise and delivery

Behavioral frameworks build knowledge in how to apply new platforms and tools

BY DAVE Along with technology, LUNDAHL behavioral science has also CEO, InsightsNow made great advancements. However, these scientifi c !oঞm;

hat an advancements have been triggers selects Wexcit- mostly tied up in academic ing time to be literature. Apart from the a marketing occasional best-selling ol;m| ; uo71| researcher. book, behavioral science Őom|;| şoঞ;ő Over the past 20 becomes actionable when it years we have seen technology open the can be distilled down into door for broader and deeper insights its essence. This distilla- associates signals into human behavior. We fi rst saw tion for application occurs !;-u7 huge advancements in survey research through the formation and capabilities. Next mobile technology communication of behav- -0b| Ѵ_;;Ѵ™ enabled researchers to capture people ioral frameworks. in moments of experience. Social media At InsightsNow we have then provided the capability to listen created a knowledge base comprised of experiences or lead to habit disruption. to millions of conversations. Video is an ecosystem of behavioral frameworks In a specifi c moment, a cue is needed to enabling us to record behaviors and to close the gap between promise and trigger a routine for which you select reactions to stimuli in moments of delivery of insights. These frameworks products. Those products have quali- experience. Artifi cial intelligence is have changed how we think about ties called product cues which signal a further advancing our profession to be research design. In conjunction with reward which could be associated with able to accurately measure emotions, information technology advancements, the cues which triggered the routine. gauge human reactions and discover they have helped us raise the research Eff ective marketing campaigns underlying motivations. Welcome to bar to know when and how to apply new are those which reinforce triggers for the world of behavioral research! platforms and tools. Below are a few be- routines and build stronger associa- The marketing research industry havioral framework examples, how they tions between the reward and the cue. has always espoused and aspired to be are being applied as well as a few con- Marketing campaigns can drive more behavioral. Yet we still see researchers cluding remarks about what we believe habitual use of products among brand overpromising and underdelivering is the future of behavioral research. fans through these types of reinforce- in providing true behavioral insights. ments. They can also serve to disrupt So with all these technologies yielding The Habit Flywheel™ habits when you aim to displace a new platforms and tools, why the gap? In 2016 we distilled behavioral science market leader with a new product. The What we believe has been missing is a into a framework we call The Habit Habit Flywheel is also a useful frame- more fundamental understanding of Flywheel™. This framework focuses work for innovation teams to strategi- behavioral science and the respective on four aspects of product experiences cally understand how to design and know-how to apply new technologies. which strengthen habits through repeat develop products to fi t within exiting

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routines, to change routines for com- rience or hope that a petitive advantage and/or to build into new benefi t will fulfi ll product qualities that signal benefi ts a latent need. Further, of value to consumers. Therefore, this during product trials behavioral framework provides a basis emotions play a role for marketing, innovation and product in the formation of development teams. It helps these deci- new sensory memories sion makers to set strategic objectives and respective cues that are more behavioral. They provide which in turn initiate a road map to know how to provide be- new habits. The stron- havioral insights for business decisions. ger the new emotional tag, the stronger the The Emotions Insight Wheel™ motive to trigger a Behavioral frameworks such as the new or improved Habit Flywheel also form the basis for routine or to signal an ecosystem of knowledge through new expectations of framework integration. For example, a future benefi t or an we have found The Habit Flywheel adverse experience to integrates well with a framework we avoid. call the Emotions Insight Wheel™. For example, Together these two frameworks help us experiencing emo- promise of insights to decision makers understand how emotions contribute to tions such as satisfaction, enjoyment or and the delivery. These frameworks motivating consumer action related to liking can lead to new product cues that help to uncover the human behind habitual use of products. signal a functional benefi t (e.g., gives the behavior, revealing unexpected For example, when consumers me energy). Appealing to sensory expe- human truths which lead to faster and habitually use products, they tend riences (e.g., sweet taste) can become better decision-making for marketers, to be motivated by emotions such as a powerful product cue, strengthening innovation teams and the developers desire, which are felt in the context of the association between product use of consumer goods and services. As moments. These feelings are elicited and reward. Likewise, the association technology marches forward, behav- from cues in the environment (e.g., of a product cue (e.g., color or shape) ioral frameworks are playing a bigger ad or time-of-day trigger) or cues from with a positive social benefi t (e.g., and bigger role. We believe frameworks the product itself (e.g., package shape, product preferred by guests) can form are the key to the future of behavioral product color). These feelings are based a new sensory memory by eliciting a research, helping marketing research- on cues and emotions “tagged” to past feeling such as pride. All these sensory ers know when and how to apply the sensory memories. Cues and emotion memories can lead to the formation of many new platforms and emerging tags are stored within sensory memo- new habits triggered by cues within the tools which should be included in the ries along with the context and/or context of specifi c moments. Under- researcher’s toolbox. For these reasons, routines of past experiences. Therefore, standing how these two frameworks fi t shifting your approach to research context and routines matter! They together helps in the design of behav- that is more behavioral is an essential make sensory memories and respective ioral research and interpreting of re- part of the future of the marketing cues cognitively accessible to motivate sults for behavioral insights. They raise research industry. By advancing these habits through the elicitation of feel- the level of knowledge to close the gap frameworks and integrating them into ings. Likewise, when the context or between behavioral insights promise the growing ecosystem of frameworks, routine is changed, habits can become and delivery. we will be able to close the gap between disrupted due to the lack of sensory promising insights and delivering memories and respective absence of The future of behavioral research them, elevating our collective knowl- feelings that motivate. Behavioral frameworks like these are edge to support faster, more informed When disruption occurs, new op- essential application tools for mar- business decision-making. portunities are created for marketers keting researchers wanting to distill www.insightsnow.com to motivate product trials by eliciting behavioral science into knowledge. This [email protected] feelings such as intrigue for a new expe- knowledge closes the gap between the 541-757-1404 www.quirks.com January 2019 // Quirk’s Marketing Research Review 49 SPONSORED CONTENT

DIGITAL OUTLOOK TRACKING

Richer data, better insights

Why digital tracking is essential to every consumer insights strategy in 2019

online behavior. Think about your own sible for consumers to accurately BY PHIL Web and mobile usage. If you’re like answer market research questions AHAD most people, you fl it back and forth related to their online behavior, between your smartphone, tablet and researchers are finding it harder to EVP, Head of Products and desktop. Now add to that countless accurately ask questions that provide Strategy, Toluna social media, shopping and entertain- marketers with the right type of ment apps you use every single day. insight. In 2019, marketers will face s we This will only continue to increase in increased pressure to optimize mar- Aclose 2019. In fact, according to measurement keting channels and maximize ROI out the year company Zenith, reported by Recode, in on marketing spend. Market research and look 2019 consumers will – for the fi rst time will continue to play a part in data forward to 2019, we all know that the ever – spend more time online than gathering but consumer insights pro- pace of decision-making will only watching TV. This is signifi cant. But are fessionals can’t anticipate all of the get faster and the need for insights most of us prepared? questions that a marketer may have will become more and more critical. With traditional research, in- in today’s complex digital world. We predict that digital tracking and sights professionals may ask consum- Insights have become much more behavioral insight will become “must ers about their online behavior but agile, real-time and on-demand than haves” for the insights industry to it will simply get harder for consum- ever with platform-based approaches truly understand consumers. As con- ers to accurately answer these types for reaching consumers and influenc- sumers adopt more and more digital of behavioral questions. Though er communities worldwide. However, behaviors across different platforms consumers can likely recall their surveys require the right questions and apps, digital tracking will allow last trip to the grocery store, they be asked within a methodology that us as insights professionals to enable may not recall when they last visited provides the right outcomes. Add- marketers to mine richer data, devel- Amazon.com and what for. The pace ing to this challenge is the fact that op better insight into consumers and of consumerism has changed and many questions simply can’t be an- calibrate their marketing campaigns can be difficult to capture. Digital swered in traditional survey formats for the best results. tracking can provide a full, clear and anymore. Open-ended questions are Here are three reasons we believe distinct road map of a customer’s often a challenge to interpret and digital tracking needs to be a core online behavior and will increasingly analyze. Digital tracking can help part of every consumer insights strat- be the key to uncovering insights solve for this and provide a forward- egy in 2019. into questions that otherwise aren’t looking approach to market research. truly answerable. 1. Digital tracking provides insight 3. Research needs to be into unanswerable questions 2. Insights professionals can’t transformational anticipate all questions marketers In our always-on digital world, may have As laid out above, the gap between consumers quickly lose the ability to claimed and observed behavior con- accurately answer questions about their In the same way that it’s impos- tinues to widen for countless reasons.

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In order to bridge this gap moving ting forth a minimum viable product more democratized in the future. forward, insights professionals must or idea and learning how consumers Combined with more survey data, adopt more comprehensive and react to it. Those companies know digital tracking can show market- robust methodologies in order to pro- that such data is a better indicator ers a full picture and provide a true vide the deep insights that marketers of success than traditional market understanding of their customers in depend on the insights industry for. testing alone. real-time. If seeing is believing, then While the integration of behav- But digital tracking isn’t just digital tracking is knowing. ioral data may be a new approach available to digitally-native compa- What is your plan to incorporate to some marketers, digitally-native nies. It can be used by brands of all digital tracking into your strategy “disruptor brands” are often built on sizes across all industries to see how for 2019? the idea. The most innovative brands consumers are finding, perceiving www.toluna-group.com are already positioning for the and buying their brand online or [email protected] future with digital tracking. Growth in real-world conditions. This will 203-834-8585 hacking is based on the idea of put- become a reality as insights becomes www.quirks.com January 2019 // Quirk’s Marketing Research Review 51 // data use Decision trees are (usually) better than logistic regression | By Tim Bock

snapshot f you’ve studied a bit of statistics or This model uses an IBM data set (https://bit. Imachine learning, you’ve probably come ly/2rp5vwj) and aims to predict whether or Tim Bock explores across logistic regression. Logistic regression not customers churned. Even the most expe- is an approach to building a predictive model rienced statistician cannot glance at Table 1 a sample data set for an outcome with two categories. For this and quickly make precise predictions about to explain how reason, it is also called binary logit. For what causes churn. many years, logistic regression has been the By contrast, a decision tree based on the decision trees standard approach to building these types of same data makes interpretation far easier can simplify data models – and if you are a trained statistician (Figure 1). It shows how the other data in the with a lot of extra time, it’s a great technique. dataset predicts whether customers churned. interpretation. However, if you are anyone else, it is confus- This is a typical visualization of a decision ing and hard to interpret. Logistic regression tree. It is already far easier to read than the has been superseded by various machine logistic regression. However, we can improve learning techniques, including random it even more by visualizing the tree using a forests, gradient boosting and deep learning – Sankey diagram. While this is not the most and even the humble decision tree. Although common way of visualizing decision trees, I logistic regression has long been considered a would argue that it is the best way, due to its gold standard, even the simplest of decision clarity of interpretation (Figure 2). tree algorithms – CART – is generally supe- You can view an interactive version of this tree, rior to logistic regression. and the underlying code, at https://bit.ly/2BWWzob The main drawback of logistic regression (registration required). is that it is difficult to correctly interpret the From this decision tree visualization, we results. It is important to note that decision can easily draw several conclusions: trees are not necessarily statistically superior to logistic regression. It is not their techni- • The single best predictor of churn is con- cal precision which makes them better than tract length. We know this because it is the logistic regression but rather their clarity first split in the tree. and ease of use. The most statistically precise • People with a month-to-month contract model in the world is useless if the people are different from those with a one- or who need to interpret it are unable to do so. two-year contract. CART trees always split To illustrate this point, consider the into two categories. The fact that one- and logistic regression output shown in Table 1. two-year contracts have been combined means that the difference between these two groups is less than their difference to www.quirks.com/articles/2019/20190115.aspxw month-to-month. It does not necessarily mean that there is no difference between

52 Quirk’s Marketing Research Review // January 2019 www.quirks.com data use //

Table 1 Internet service, with people on Binary Logit: Churn a fiber optic service being much Estimate Standard Error z p more likely to churn. (Intercept) -0.31 0.06 -4.93 < .001 • Among people with a month-to- month contract who have a fiber Tenure -0.03 0.00 -16.15 <.001 optic connection, they are likely to Internet Service: Fiber optic 1.20 0.07 16.54 <.001 churn if their tenure is 15 months Internet Service: No -1.05 0.12 -8.91 <.001 or less (69 percent), whereas those Contract: One year -0.85 0.10 -8.33 <.001 on the fiber optic plan with a lon- Contract: Two year -1.70 0.17 -10.10 <.001 ger tenure are less likely to churn. n = 7,043 cases used in estimation; R-squared: 0.1765; Correct predictions: 78.83%; McFadden's rho-squared: 0.2557; A/C: 6,078; multiple comparisons correction: None In this manner we can continue explaining each branch of the tree.

Figure 1 Make mistakes The problem of logistic regression being difficult to interpret should not be taken lightly, as it is actually more serious than it may initially appear. People trying to build a model which they are unable to correctly interpret are likely to make mistakes. Furthermore, they are unlikely to notice when something is amiss with their model. This leads to a snowball effect, whereby they inadvertently create a faulty model which they then go on to misinterpret. The complexity of logistic regression makes this a real possibil- ity. To use them correctly, you need to constantly ask yourself a lot of questions: Are you using feature one- and two-year contract people see the underlying data, which engineering to ensure that the linear in terms of thei r propensity to indicates people on a one- or two- model isn’t a problem? Did you use churn – it just means that this year contract have only a 7 percent an appropriate form of imputation to difference is smaller than that chance of churning. address missing data? Are you con- between annual and monthly • More people are on a month-to- trolling your family-wise error rate contracts. The decision tree could, month contract than are on an or using regularization to address if the data warranted, split people annual contract. We know this forking paths? How are you detecting further on in terms of one- and because the corresponding “branch” outliers? Are you looking at your G- two-year contracts. of the tree is thicker. We can also VIFs to investigate multicollinearity? • People with a one- or two-year see the number of people by hover- With so much to juggle, it’s contract are less likely to churn ing over the node. unlikely that anyone other than a than those with a month-to-month • If we know somebody is on a trained statistician will be able to contract. This is indicated by the one- or two-year contract, we can correctly use logistic regression with text on the tree, as well as the already conclude that they are un- the precision required to draw solid color shading – more blue means likely to churn. The predictions of conclusions. more likely to churn and more the model do not require splitting The wonderful thing about deci- orange means less likely to churn. this branch further. sion trees is that they really are as In the interactive version of this • Among the people on a one-month simple as they appear. You can use visualization, you can hover to contract, the best predictor is their them and interpret them correctly www.quirks.com January 2019 // Quirk’s Marketing Research Review 53 // data use

Figure 2

without any advanced statistical decision tree in terms of ease of use, predictor, the remaining sample size knowledge. All that is really required I would argue that it is usually the reduces. Eventually it gets to a stage to be successful is common sense. safest option. where there is not enough data to So why, then, are logistic regres- identify further predictors – even if More accurate predictions sions better known than decision some of these predictors are relevant. You may be thinking that the reason trees? Unfortunately for decision This means that decision trees are logistic regression is better known tree enthusiasts like myself, logistic not a good choice for small sample than the decision tree is because it regression does certain things a lot sizes. By contrast, logistic regression makes more accurate predictions. better than a decision tree can, if examines the simultaneous effects of Perhaps surprisingly, this turns out you have enough time and expertise. all predictors. not to be the case! With the data set As an example, consider the role However, the flip side is that used in this example I performed a of tenure (Figure 3). The decision decision trees are much better when test of predictive accuracy of a stan- tree tells us that if somebody is on a effects are sequential, not simul- dard logistic regression (without tak- month-to-month contract, with DSL taneous. This is the case with the ing the time to optimize it by feature or no Internet service, the next best example shown in this article. If engineering) versus the decision tree. predictor is tenure. People with a somebody is on a contract, they are When I performed the test I used tenure of less than six months have a locked in and therefore other predic- a sample of 4,930 observations to 42 percent chance of churning, while tors of churn are likely not relevant. create the two models, saving a fur- people with a tenure of six months or The decision tree correctly shows ther 2,113 observations to check the more only have an 18 percent chance this relationship, whereas a typical accuracy of the models. The models of churning. As far as predictions logistic regression would incorrectly predicted essentially identically (the go, this is a bit blunt. It is unlikely consider all predictors to be equally logistic regression had 80.65 percent that six months is the magical cut- relevant. In cases like this, decision accuracy and the decision tree had off when people suddenly become trees make substantially more sense. 80.63 percent). far less likely to churn. It is more A further weakness of decision My experience is that this is the likely that the chance of a customer trees is that they have their own norm. This is of course not always churning drops slightly with each potential for misinterpretation: the case – some datasets do better additional month. A drawback of many people assume that the order with certain models, so it is always the decision tree is that it simplifies with which predictors appear in a wise to compare multiple options. these relationships. Logistic regres- tree is indicative of their importance. If your focus is solely on predictive sion can, with appropriate feature This is often not the case – the only accuracy, you would generally be engineering, better account for such prediction in which the order is better off using a more sophisticated a relationship. meaningful is the first one. If there machine learning technique (such Decision trees are also very expen- are two highly correlated predictors, as random forests or deep learning). sive in terms of sample size. Every only one of them may appear in the However, given the superiority of the time the tree splits the data using a tree – and which one it is will be a

54 Quirk’s Marketing Research Review // January 2019 www.quirks.com data use //

Figure 3 to replace logistic regression with a decision tree, you can maximize the predictive accuracy of your tree based on cross-validation. On the other hand, if your goal is to describe the data, it can be useful to either create a smaller or larger tree. The key point to take away from all this is that we don’t build models just for ourselves – they have to be accessible for the people who need to interpret them. If either you or your audience don’t have the technical skills to correctly interpret logistic regression, decision trees are a far safer option, one with which you bit of a fluke. Other options have a greater chance of success. The upshot of all this is: If you’re There are many different algorithms So, next time you’re dreading try- doing an academic study and want for creating decision trees. In this ar- ing to explain your logistic regres- to make conclusions about what ticle I have used a classification tree; sion model, try using a decision tree causes what, your best bet is probably however, there are countless other instead! logistic regression. However, if your options that can also be used. goal is either to make a prediction or When creating a decision tree, a Tim Bock is CEO and founder of Sydney- describe the data, logistic regression choice needs to be made about how based software firm Displayr. He can be reached at [email protected]. is often worse than a decision tree. big the tree will be. If your goal is

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206-241-6050 Seattle ▼ Portland ▼ Las Vegas [email protected] www.quirks.com January 2019 // Quirk’s Marketing Research Review 55 ••• the business of research Time to make a difference How insight teams can transform in 2019

| By James Wycherley

There has never been a better time to work in an insight team. snapshot Research and analysis roles have always provided intellectual challenge and the buzz that comes from successfully identifying a The Insight Management Academy’s new insight about a consumer’s behavior and its effect on an organi- James Wycherley gives the current lay zation. However, in recent years, three major developments have had a dramatic impact on the scale of insight teams’ opportunity. And all of the land for researchers and charts a three are sure to increase during 2019. TFirst, there has been the exponential growth in customer data, way forward for the coming year. driven largely by digital transactions and social media conversations. Companies that had previously never known the identity of their end consumer now offer products and services online enabling them to collect vast amounts of information about their customers, their transactions and interactions with the organization. Second, our ability to understand human behavior has evolved significantly, in particular our comprehension of human decision- making. Developments in the fields of psychology and economics have combined to give us a rich knowledge of behavioral biases, so we can now better interpret the data we see, or know what data to look for to explain consumer choice. And finally, a new breed of CEOs and marketing directors are preaching the importance of customer-centricity. This has led to an unprecedented increase in the demand for customer insights – and a premium being paid for analysts and researchers who have the skills to ask the right questions and manipulate data to provide the answers. Data is the world’s fastest-growing resource and the appetite and ability to use customer and market data is growing exponentially. With no exaggeration, it can be said that here has never been a greater opportunity for insight to transform the performance of an www.quirks.com/articles/2019/20190106.aspx entire organization.

56 Quirk’s Marketing Research Review // January 2019 www.quirks.com like eBay, Tesco, Barclays Bank, Nestle and Asda who share a passion for seeing insight increase its impact. The Forum has now met more than 50 times and over 30 topics have been explored and best-practice reports written. The conversation has expanded to enable end-user insight leaders in North America and Europe to contribute to, and benefit from, the IMA’s understanding. Members range from Carls- berg in Denmark to National Public Radio in America; from Boehringer Ingelheim in Canada and Germany to Transport for London, and Highways England. Drawing all these conversations together, the IMA has developed a framework that charts the eight key territories and 32 core Getting more difficult areas which all insight leaders ought to Despite the apparent opportunity, insight departments in Europe and explore: a roadmap for successful insight North America regularly report that it is actually getting more difficult management (Figure 1). It is based entirely to do their jobs. on senior leaders’ experience and can now The insight Management Academy (IMA), set up in 2004 to support be used by any company to benchmark their client-side (end-user) research and analysis teams in large organizations, current insight capability for free and iden- speaks to insight leaders from multiple sectors each week. And the mes- tify ways to improve effectiveness. sage is consistent: The data situation may have changed, the software improved, the science developed and the appetite increased but how many Four territories relate to the day-to-day organizations are really insight-led? How many companies can truly activity of insight teams. They are: claim to have put a sophisticated, coordinated understanding of consumers right at the very center of their decision-making processes? • insight generation – from truly nailing the How has this happened? The increases in available data and ways in business issue to taking a coordinated ap- which it could be manipulated, together with a larger demand from de- proach to solving it; cision makers, have combined to make insight teams more task-focused. They are doing more and more analysis and research but in it itself • insight knowledge – to make an organiza- this doesn’t make their companies insight-led. Far from it. tion insight-led you have to develop and If insight leaders are going to seize the opportunity and really make structure an accumulated body of customer insight make a difference, they need to step back and reflect on the and market understanding; precise nature of the opportunity they have and plan for how they are going to utilize their resources more effectively to turn opportunity • insight influence – there is no point in into reality. carrying out research or analysis unless it is To put it another way, if we want our organizations’ performance to used effectively to drive major decisions; be transformed by insight, we first have to transform our insight functions and the role they play in our companies. • insight communication – communicate the key messages of research in such a way that Share a passion decision makers can take them into account For 15 years the IMA has been carrying out research into best practice without having to consult an insight team. in insight management. This began with the creation of the insight Forum in London, a group of 40 insight leaders from organizations The other four territories are leadership www.quirks.com January 2019 // Quirk’s Marketing Research Review 57 Figure 1: The Insight Roadmap Insight knowledge One of the earliest principles established in the IMA’s best practice work was the critical distinction between:

• insights – individual discoveries about customers and markets and their effect on a business; and

• insight – an accumulated understanding about major dynamics in customers’ interaction with the organization.

It is rare to find a progressive insight leader who does not believe that there is more value in accumulated understanding than in the next research project. And yet insight teams across all sectors spend most of their time on those individual projects, not on joining the dots between them. Insights first have to be crystal- ized and recorded, then curated and cultivated. Every team needs to devel- (Note: the IMA’s insight roadmap was fi rst discussed in Applied Marketing Analytics, volume 3 number 1, 2017.) op a model showing how its customers interact with it and the value created issues, too often neglected. They are: there is major scope for improvement, for both customer and organization especially in terms of the consistency through those interactions. This is • insight strategy – fewer than one with which the insights produced ad- sometimes described as a business in six major organizations have a dress the underlying business issue. blueprint and it should provide the properly structured plan for how Too many teams operate in a world of context for every subsequent piece of insight can transform company research briefs and research findings, research and analysis. Every subse- performance; not business issue identification and quent project should produce new business solution definition. insights which enhance the model – • insight positioning – a strategy has Most projects go wrong right at or question it. to translate into a changed percep- the very start. If an insight team has There is a systems angle to this. tion of insight and its role within a service function mentality, then Really effective insight teams have a the company; there is a presumption that it is there system to support the recording and to take requests from other depart- management of insights and help • insight commerciality – to make a ments. Frequently these requests share knowledge around the team bottom-line difference, insight has come in the form of lists of informa- (and possibly beyond, but that’s a to be developed from a commercial tion required or detailed instructions different issue). But culture is just foundation and ultimately achieve for what sort of research the other as important. True understanding a great ROI; department thinks it needs. requires time for reflection and time A step change will only come if for team discussion; time to paint • insight people – from detective researchers and analysts learn how to big pictures and time to debate their skills to better reporting structures, work with other departments to nail implications. to true teamwork, to an apprecia- the underlying business issue and tion of what it takes to be an effec- then use their expertise and creativ- Insight influence tive insight leader. ity to come up with analysis and re- Although researchers and analysts search approaches. The best insights strive for an academic purity in their Insight generation nearly always come from multiple work, most of us do not work in uni- The ability to generate new insights sources of data, so insight managers versities. The companies that employ lies at the heart of any insight team’s have to become proficient in synthe- us – banks, supermarkets, utility activity. It is no surprise then that sising evidence and working across companies, manufacturers, telecom- the IMA’s benchmarking shows that datasets to avoid providing partial munications or charities – are not insight leaders consider this to be solutions and fragmented findings. interested in academic understand- their team’s strongest attribute. But ing. They invest in insight to see a

58 Quirk’s Marketing Research Review // January 2019 www.quirks.com commercial return. and channels through which the con- of our insight teams. Work that is It follows that there is no point in tent can be communicated. necessary if insight is going to make doing any research or analysis unless Structure is also critical for com- a difference. it leads to action, now or in the fu- munication, whether this means But is this enough? No, we don’t ture. But whether insight work leads investing in storytelling, or manage- believe it is. The most effective in- to action depends at least as much ment consultancy techniques like sight leaders accept that they have a on how it is shared with the rest the Situation, Complication, Question responsibility to reflect on the over- organization as on the quality of the and Answer. Improving commu- all impact that insight could have research itself. nication standards might include and restructure the way it works to That can feel rather uncomfort- developing data visualization skills set it up for success. able for many researchers. We all or decluttering charts and presenta- want to be appreciated for the quality tions so that key messages stand out. Insight strategy of our work and have a tendency to Our insight stories need to make a The first element of this is to have believe that great insights speak for stronger impact and leave a longer- a plan. Not a terribly radical idea, themselves. But it is a truism evi- lasting impression. granted, but most insight teams have denced over many years that a great This is a sea change from the the sort of plans that list projects insight poorly communicated will “everything goes in PowerPoint” and allocate resources to them. This usually sink without trace, while a tradition of market research. It’s is very different from a strategy to reasonable insight, brilliantly com- a world of intranet portals, work- transform insight and, with it, the municated, will spread like wildfire shops, posters, postcards, internal organization’s performance. throughout an organization. communications, even gamification. An insight strategy should include To persuade senior decision-mak- One U.K.-based insurer recently a forensic analysis of the environ- ers to act upon our work, we must communicated key facts about the ment in which insight operates, first understand them and their com- retired market by utilizing an app starting with the market in which a munication preferences; then build to show senior executives what they company competes and the nature of trusted adviser relationships with would look like themselves when its business with customers. It goes them and finally become more savvy they reached retirement. on to look at the decision-making about the tactics we use to influence. So there is much that can be environment within the company and It is an irony observed in many done to improve the day-to-day work an audit of the current insight capa- companies that the researchers and analysts who are so proficient at examining the organization’s customers are relatively naive when it comes to understanding the customers for their insight – the senior decision- makers within their own company.

Insight communication How many decisions are made every day in your organization? How many of them need to go the right way for your company to become truly customer-centric? How many of them can you realistically influence? Or even be aware of? Insight professionals cannot possibly be involved in every decision. But a key aspiration for a progressive insight team is to ensure that key pieces of research, or key dynamics identified in the business- blueprinting described above, are taken into account. The only way to do this is to treat the body of knowledge that the insight team has developed in much the way that a news media editor would treat their news stories. They would focus on content, audiences www.quirks.com January 2019 // Quirk’s Marketing Research Review 59 bility and knowledge asset. Another ufacturer in the U.K., that meant eryone who works in end-user insight key component in the thinking is establishing a “Phase 0” in their teams and the people who lead them. ambition; it’s all very well realizing new-product development process, There is, of course, a strong case that insight could make an enormous ensuring that insight’s high-level for better professional development, difference but how great is your am- approval was needed before any new not only in technical skills but in bition to make that happen? range of confectionary got invest- storytelling, critical thinking and From a realization of the op- ment funding. structured problem-solving. portunities, and a definition of the The ways in which insight teams role which you see insight playing to Insight commerciality are structured and encouraged to realize them, comes a vision for how One of the biggest barriers to insight work together also play a critical insight will operate in the future. teams making a commercial differ- role in their success. There is a ten- This is followed by a mission state- ence is that customer research and dency for analysts and researchers ment to help motivate all involved analysis tends not to be anchored in to work alone, to enable a team to in insight and its transformation commercial understanding. The IMA’s cover more projects at any moment journey; and an examination of the benchmarking work regularly identi- in time. This is understandable but options for scope, scale, activity, fies this as the territory that insight great insights are often developed output, measure of success, etc. – leaders have explored the least. when researchers discuss their find- the tangible expressions of how an It is natural for insight profession- ings, calling out the contradictions insight team’s role is changing. als to be obsessed with understand- and piecing together the story. ing consumers. But it is not excus- The last area to explore in this ter- Insight positioning able to forget that our work is paid ritory is insight leadership. Leading Insight is like a lighthouse, shining a for by those who need to apply it to an insight function requires a unique powerful light on the issues that may commercial decisions. Even not-for- blend of technical, managerial, prove a hazard to the company. But profit organizations and public sector strategic, diplomatic, commercial a lighthouse does not just rely on a bodies have to consider the financial and entrepreneurial skills. Because powerful light; it also has to be built aspect of their operations and so their it is rare for insight leaders to report in a place where ships can see it. research and analysis needs to refer- to executives who have worked in So it is with insight. Insight ence financial stats and operational insight themselves, there is a grow- functions can improve the quality dynamics as well as customer metrics. ing realization that they need outside of their insights and the way they How do you improve on this terri- support, whether that is from peer communicate them but if nobody has tory? The starting point is to build a group forums, mentors or member- heard of the team, or if there are commercial foundation, comprising ship organizations like the IMA. negative perceptions about it, then key stats about fi nancial performance, nobody is going to give its messages and then an interpretation of them Make life more difficult any attention. through a customer lens. There won’t There have never been greater oppor- Sometimes positioning can include always be hard data on everything you tunities for researchers and ana- an element of luck. The insight leader would like to know but there are very lysts to make a difference to their at one European company sits across eff ective techniques available to bridge company’s performance. But this is the desk from the CEO in an open- gaps in understanding. unlikely to happen by accident. In plan office and is invited to tell him From a commercial foundation, fact, more data and greater execu- every morning what new insights an insight team can start to pri- tive appetite for using it are likely to have been discovered. The CEO then oritize by value rather than by who make life more difficult for many in spends the rest of the day asking all is shouting the loudest for some insight in 2019. his senior management team if they project support. The same commer- To get off the research treadmill acted on the latest findings! cial foundation provides a reference and move insight’s position in an Not all insight teams are so point when new findings emerge, organization from service provider fortunate in their physical position- contextualizing observations and to strategic asset, we all have a re- ing, so they have to work harder on helping to distinguish things that sponsibility to reflect on the precise developing a team brand, promoting are interesting from those that are opportunity to make an impact in themselves to raise awareness of their commercially important. And finally our own organizations. We should work and improving the experience it can calculate its own “return on benchmark ourselves relative to other that other departments have of work- insight investment,” a concept that insight teams, draw inspiration from ing with them. should become widespread this year. published best practices and accept The most effective insight func- that it is not someone else’s job to tions also examine the decision- Insight people transform insight. It is ours. making processes around them and Last, but by no means least, there’s figure out where and how they us: the researchers, analysts, com- James Wycherley is CEO of Insight would need to intervene to have the petitor intelligence officers, decision Management Academy. He can be reached at james.wycherley@insight- most impact. For one chocolate man- scientists and insight managers. Ev- management.org.

60 Quirk’s Marketing Research Review // January 2019 www.quirks.com

••• hybrid research One goal, many methods Creating a customer-fi rst media experience at The Wall Street Journal

| By Maria Petersen

News media and print journalism have faced considerable challenges snapshot in recent years. The general decline in circulation has been hotly debated and a slew of solutions have been applied across titles to ensure The customer intelligence team at The that news media can continue its vital role in society. For some that Wall Street Journal used qualitative, means pay walls; for others we have seen a pivoting to video as a more engaging medium to deliver journalism. In the midst of this, The Wall diaries, telephone depth interviews, Street Journal has become a fully-fledged membership business. How- Never, as Shelly Seale of the International News Media Association has UX and other approaches to understand said, “The paywall models of metered and freemium all have one thing what readers want from their media. in common: Their access rules are determined by content, rather than customer data. This has led to a one-size-fits-all approach.” At The Wall Street Journal we understood that as the business pivoted to a membership model, we needed to make our offering as dynamic and customer-centric as possible. We needed to better understand what customers really want from their media, in order to provide a world-class membership experience for our members and to deliver clear direction for product development – as well as future- proofing the brand. We were curious as to what the emergent needs and behaviors of our audience were and how these needs and behaviors interact with the content we provide. We therefore engaged the team at global research firm Kadence International to undertake a significant mixed-method research study aimed at providing the necessary intelligence to drive change and growth at The Wall Street Journal.

A thoroughly integrated approach The research was designed as a thoroughly integrated project – not only in terms of qual and quant but also of different qual methodolo- www.quirks.com/articles/2019/20190106.aspx gies. The study integrated qualitative research throughout the process, including 60 seven-day diaries that were completed by customers to

62 Quirk’s Marketing Research Review // January 2019 www.quirks.com the project they provided significant insight to help us hone our ideas – and most impor- tantly, validated what we’d learned to date. None of these techniques would have been enough in isolation but each gave us varying degrees of context, reported or actual behavior and emotionally motivated insights. The research identified three key reading modes: priority, discovery and exploratory. We found that customers transition between these three modes, depending on the time of day and their news needs. Understanding these modes and their consequent actions helped us pinpoint where we could enhance specific features to improve the overall user experience. detail their behavior; depth telephone interviews to drill into moti- Aligned experience vations; extensive user experience labs; and three focus groups. An The results have provided us with a unique additional 94 people installed software on their phones so we could understanding of: our customers; the implica- track their mobile behavior without influencing them directly. All tions of using multiple devices in news me- this served to frame over 5,000 quantitative interviews. dia; how appetites for content are changing; Our approach was to use three core qualitative methods to trian- and how we can adapt content to deliver bet- gulate behavior. The diaries gave us stated behavior but they had the ter value in future. The insights we gathered weakness of not being comprehensive in isolation, as consumers of helped us create a familiar, aligned experi- course select what they report. So we used the passive measurement ence across all our products. We have been of online behavior using the phone software to get a more holistic able to build new tools based on our findings, picture of consumer behavior. Finally, overlaying the passive measure- drive emotional connection with our brand ment data with demographics provided a rich seam of data. In a sense, and attract new audiences. given the numbers who took part in the passive measurement phase For example, the findings from the project it evolved into a quasi-quantitative methodology (and had originally form the cornerstone of our digital product been envisaged as such). However, to derive real value from the data strategy. The first product to benefit has been collected, we had to interpret it and make sense of it using qualitative the WSJ mobile app, which was completely frameworks. redesigned using the findings from the The passive measurement data told us what people had done, com- research and the resulting understanding of prehensively, but it didn’t give their opinions on why they’d done it or the different reading modes the app needed the emotional context. So the third step to complete our triangulation to cater to. Through the research, we’d also was using the UX labs to observe – seeing how people flipped through come to understand the role the products the newspaper, how they interacted with the app and how they en- played within the larger product portfolio, gaged with our content. so we also brought this aspect to bear on the redesign. We worked with the product, design Comprehensive picture and engineering team on translating the key By understanding the strengths and weaknesses of those three ap- principles identified in the research into proaches we were able to paint a really comprehensive, holistic practical steps for the redesign. We also re- picture. We still elected to run focus groups at the end of the project, thought the definition of engagement, broad- using these as a sandbox to explore hypotheses, push boundaries and ening the scope. test more left-field ideas. Even though the groups were at the end of The product, design and engineering www.quirks.com January 2019 // Quirk’s Marketing Research Review 63 team adopted an “objectives and and for longer. In fact, engagement ent reading modes; driving member- key results” approach to defining with the app has increased fourfold ship across all we do; elevating our and measuring success, so we worked and the user base has seen double- insight and analysis; applying rich with that as well. As a result we’ve digit growth percentages. content where appropriate; and de- seen performance improve across livering content with real utility for all the aspects we were targeting. Attracting new audiences our audiences. For example, the app is more rel- Going forward, The Wall Street Having started with our mobile evant – more members use it. The Journal will follow six core prin- app, we – alongside our colleagues app is habit-building – people use it ciples based on the study, which in marketing, product and the more frequently. The app facilitates work cross-platform, to guide its newsroom – have now turned our learning and discovery – when our product and content development. attention to the other products in members are using it, they go deeper These principles focus on: preserv- the portfolio. The research has also and broader within our portfolio, ing and strengthening our product served as a springboard for a whole engaging with more pieces of content ecosystem; designing for our differ- host of other projects. By aligning the business around universal principles, it’s generated an appetite for more focused research to help with tactical developments across our product suite. For The Wall Street Journal, the study is a strong example of how established media organizations can re- vitalize their offerings by putting the needs of their customers at the heart of product strategy. It was only by using an extensive and rigorous combination of qualitative and quantitative research that we could do this – enabling us to both have evidence to convince internal stakeholders of the right direction and to develop the right strategy for success.

Wonderful to see It has been wonderful to see how If you want to influence what people DO, readily the different teams across The Wall Street Journal have taken you need to know what they THINK + FEEL. the research to heart, adopting it Mike Dabadie, CEO to use in their day-to-day jobs. The findings underpin the digital product strategy and roadmaps and the audience insights are alive and kicking in the newsrooms, informing thinking

O40-year heritage of leveraging rational + emotional insights for on content, storytelling and new client success ways of connecting our members with our journalists. ORigorous research + strong storytelling = results you can act on Aspects of the methodology, the OStrategists to take you from insights to activation multi-disciplinary approach, the rigor of the research, and the collab- O Enduring relationships across diverse clients: Heads-of-State, Corporations, Non-Profits, Associations, Government Agencies orative manner of working both with our research partner Kadence In- ternational and with our colleagues HOW WE DO IT: Check out our case studies here or go to internally at Dow Jones, is something http://heartandmindstrategies.com/clients/case-studies/ we in the customer intelligence team see as the north star for all the other

CommunicationsMarket Assessment Strategy O Brand/Issue O Brand/Issue Strategy Strategy O Communications O Systems + JourneyStrategy research projects in the future.

Commmunications Effectiveness Measurement O StakeholderO Engagement Commmunications Effectiveness Measurement Systems + Journey Maria Petersen is vice president of TrackingTracking OO CorporateCorporate ReputationReputation OO RegionalRegional VisioningVisioning customer intelligence at Dow Jones.

64 Quirk’s Marketing Research Review // January 2019 www.quirks.com

••• data quality Fight the good fight How to fi nd and eliminate cheaters, liars and trolls from your surveys

| By Joe Hopper

snapshot A recent RFP we received specifi ed this: “Your proposal must include a detailed description of control measures in place to understand the validity of respondents.” That is a smart client. They know that many surveys are now plagued with fraud in many of the same ways that The author offers social media is overrun with bots and trolls. 10 things you can We welcomed the opportunity to address the issue for two reasons. First, because it is a serious problem that every organization collecting survey data needs to understand and guard do to safeguard Aagainst. If you or your vendors have not taken measures to fi nd and eliminate bad data in your data from the every survey you conduct, your leadership is making bad decisions based on your bad data. The second reason we welcomed the opportunity is that we have worked hard over the effects of undesirable years to develop good protocols to fi nd and eliminate cheaters, liars and trolls. And we are respondents. proud of how eff ectively we do it. Every time we work with sample suppliers, partners or clients to remove and replace bad data, we are reminded that not many companies bother, which honestly boggles my mind. Our protocols are not secrets and they’re not rocket science. They are just part of doing diligent, rigorous and careful research. Here are the most important things we are doing. We think you should be doing them, too. 1. Build an elaborate screening path. Bad survey respondents know that most surveys target specifi c buyers, or age groups, or decision makers with unique qualifi cations. And they know how to game their responses (and lie) to get in. They succeed because survey designers make it easy and obvious. So do this instead: Build a series of several, somewhat complex, screening questions. Allow for multiple responses that will confl ict with each other if someone is answering randomly or if they are selecting many options to get in. You will see your qualifying incidence drop dramatically. That’s a good thing. 2. Avoid river sample. If you can, that is … and for now, until problems of quality control and identity verifi cation are solved. Most sampling panels use double opt-in verifi cation to confi rm that the people they are inviting into surveys (and compensating for their time

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66 Quirk’s Marketing Research Review // January 2019 www.quirks.com and eff ort) are real, individual people. swer your question. Tag these responses You should download and keep that But they also unfortunately augment with A, B or C fl ags based on how seri- data along with all the important stuff . with real-time recruiting through ads ously bad they are. Calculate how much time each respon- and online pop-ups. There is no telling 6. Review IP addresses. When dent spends in your survey. Very long who (or what) gets routed into your you start fl agging and cutting specifi c times are infrequent and usually OK; it survey and there is no tracing back to respondents for quality problems, take means somebody got interrupted and validate that they were real. If you’re a look at their IP addresses. You will resumed taking the survey later on. running high volume, very fast and probably see many of them coming Very short times are not OK; it means very cheap surveys, chances are you are from similar addresses. If you use an somebody raced through, clicking getting river sample. A lot of it is prob- IP-lookup tool, you will also notice answers without reading the questions. ably bad data. that many are from rural or foreign Multiple, sequential time stamps can 3. Make rule-based cuts. A cardinal locations with weird names like Huge also reveal clusters of survey attempts sin of research is cherry-picking data. Data Network LLC. They look fi shy and (and often successful completes) from Cleaning out poor-quality or fraudu- they are. Cut all respondents with those robots or fraudsters that should be lent data can veer dangerously close to IP addresses. Then permanently block fl agged for removal. cherry-picking if done ad hoc. Do not those IP addresses from your current 10. Search for patterns. We try scan through data manually looking survey and all future ones. Sample pro- to avoid too many grid-style questions for weird respondents. Rather, come up viders will say that they are doing this in our surveys (opting for stand-alone with rules you apply programmatically for you but trust me, they are not. questions instead) but grids are often to all data. For example, decide ahead 7. Build in quality checks. better and they can be an excellent way of time what counts as an unusually Quality-check questions have fallen to fi nd people who are not taking sur- large or small numeric entry or what out of favor because panel providers veys seriously. Straightlining is when a counts as straightlining or speeding. As are convinced that “inattentiveness” respondent clicks the same answer for you are deciding on who to cut and how is normal and often the result of poor all questions in a grid. Sometimes it’s many, never look at how your decisions survey design. They are partially legitimate and sometimes not, so decide will aff ect the outcome of your survey right. But if you’re like us, you almost ahead of time which grids to analyze results, as this becomes the very defi ni- never design long and tedious surveys for straightlining. Search for unlikely tion of cherry-picking data. that would explain inattentive behav- patterns in other questions as well, like 4. Build tiers of red fl ags. To ior (most companies unfortunately sequential numbers in numeric entry apply rules programmatically, write do). We find that the overwhelming boxes. Unlikely patterns should be syntax that fl ags every instance of majority of respondents who fail fl agged as indicators for potential cuts. suspicious respondent behavior. “A” quality-control questions fail our fl ags mark data that will result in other quality-control checks as well. Provide thoughtful input automatic removal (like coming from So go ahead and include them. They I feel somewhat bad writing this ar- a known fraudulent address). “B” fl ags are a useful means of triangulating ticle, worried that some might conclude are for serious violations, like implau- bad data so you have a solid rationale we should be wary of the people taking sible answers that contradict other for who to cut and who to keep. our surveys. But that’s not true. The data. “C” fl ags are for softer violations 8. Look for inconsistencies. For vast majority of survey respondents like speeding or inattentive behavior. some survey questions you may be participate in good faith and we can Decide how to apply cuts based how tempted to restrict the logic of pos- see in their responses genuine eff orts to many fl ags you see and in what com- sible answers to make back-end data provide thoughtful input to our ques- binations you see them. One or two C cleaning easier. For example, if you tions. Yes, we see it every day, so thank fl ags are okay and you can probably ask how many years ago a person was you dear respondents! It’s that very keep those respondents. But multiple diagnosed with a disease, why not for- small slice of bad actors (who cheat and fl ags, especially if they are B fl ags, bid entering a number that is greater cheat again and magnify their eff orts signal bad data for cutting. than their age? Because questions like through technology as well) that we’re 5. Include an open-ended ques- these give you ideal opportunities after. tion. Make sure it is a (required) to validate the credibility of respon- Opinion polls and surveys work question that everyone gets and that dents, that’s why. There are usually amazingly well (and can help you make everyone will be able to answer it several questions in a survey that will better decisions) because good people thoughtfully. At the end of your survey, elicit logically consistent responses want to share honest opinions – and review every response to evaluate if respondents are telling the truth. they do. The key is to ensure your whether it has thoughtful content. Lay out all the possible contradictions analysis and conclusions are based on Bad respondents give you bad answers. you can find, then check and flag their honest opinions by outsmarting Some will key-smash with random let- each one for every respondent who the cheaters, liars and trolls who may ters. Some will cut and paste sentences provides inconsistent answers. be messing you up. or paragraphs from other sources, even 9. Review time stamps. Decent from your own survey. Some type in survey platforms will record the “time Joe Hopper is president of Chicago-based irrelevant information or completely in” and “time out” of every person who Versta Research. He can be reached at [email protected]. generic-sounding answers that don’t an- takes, or attempts to take, your survey.

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••• cx research Worth the work How to explore the four components of customer effort

| By Tom Neveril

snapshot A few years ago I was hired to investigate how people with chronic diseases make a potentially life-or-death decision: selecting their medical group. As I sat down to moderate some focus groups, I was expecting the patients to explain how they identified Tom Neveril offers a the most highly skilled doctors. Instead, they seemed more interested in exchanging practical approach stories about subjects like office staff expertise, responsiveness to e-mail and ease of making appointments. to help marketers AIt seems our demand for one-click intuitive service like Amazon’s has swept into diagnose customer every consumer category. So, how can market researchers help marketers make their brands easier to use, if effort problems or not effortless? opportunities. The challenge for market researchers is that effort is a highly complex and subjective concept to investigate. One person’s “simple” is another person’s “hassle.” Emotions and attitudes can substantially distort self-perceptions of effort. And expectations shaped by experience or familiarity can greatly influence whether someone is successful when applying effort. So it’s an important topic but it’s often difficult to identify exactly what will make a brand easier to use. Fortunately, these research challenges can be overcome. We can use our analytical skills to break down the concept of effort and then explore it with precise questions. Here then, is a practical approach to help marketers diagnose customer effort problems or opportunities.

Four types Whether the brand interactions are related to shopping, transactions, usage or service, people use the following four types of effort, often simultaneously:

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Market Research • Time-related effort: Real and per- It’s important to clarify the direct scenario and requires intervention, ceived time spent waiting, transact- benefits from their continuous atten- they’ve likely been overwhelmed with ing, consuming and interacting. tion (to hold music, for example). If rational thinking effort. • Physical effort: Activity or restric- participant answers indicate little tion of activity, including enduring continuous direct benefit, this is 3. Uncover emotional effort by physical discomfort or unpleasant clearly an interaction type that re- probing the issue of respect and environments. quires improvement. fairness. People perceive unneces- • Rational thinking effort: Cognitive sary emotional effort when they feel functions including organization, 2. Uncover rational thinking disrespected or insulted. Perceived analysis and problem-solving. effort by exploring choice and attacks fire defense mechanisms and • Emotion-control effort: Self-man- control. The act of choosing requires require additional energy to maintain agement of emotions, particularly analysis or rational thinking effort. concentration and composure. negative emotions. If the choice among options is diffi- It’s important to note that percep- cult, it requires more rational think- tions drive emotional responses. In Precise questions asked during ing effort. Likewise, if customers reality, the same exact product or in-depth interviewing are necessary can easily differentiate between the service experience can be perceived during to fully explore the compo- choices, then the decision is simple differently. And these different per- nents of customer effort. Moderated and the rational thinking effort is ceptions can lead to vastly different usability methodologies are ideal for minimal. levels of emotion-control effort. For exploring time-related, physical and We normally think of choice as a example, there is no question that rational thinking. Process diaries, good thing. But the reality is, people Southwest Airlines’ positive reputa- photos, videos and other digital quali- do not want to think in order to make tion changes perceptions. A smiling tative tools can assist in gathering a brand choice. Instead, they want flight attendant effectively lowers emotional effort. just enough differentiating informa- the emotional effort of fliers who Here are some key qualitative tion so that they can make the choice might otherwise feel disrespected by probing areas for each of the four quickly, without having to learn or the same delays and problems experi- components of effort. analyze additional information. Put enced on other airlines. another way, they want effortless ac- To explore emotional effort, learn 1. Uncover time-related effort by cess to their preferences. more about the ways in which the probing the benefi ts of customer at- Issues of choice are ideally ex- customer experience makes them feel tention. In researching time-related plored during or shortly after actual valued and respected, if at all. The effort, it’s critical to probe custom- choices are made. The ideal probe for ideal probe is, “During this interac- ers’ perceptions about the benefits of exploring choice is, “What additional tion, at any point did you feel par- giving their attention. If people per- information, if any, would you like ticularly respected or disrespected? ceive a continual benefit from giving to have at this moment?” And this Please explain.” Follow-up probes their attention, time flies for them. If should be followed by, “What infor- might include, “How did (the brand) people don’t feel a continual benefit mation here, if any, is distracting you ... recognize you as a unique person? from their attention, time crawls. during (this task/interaction)?” …express empathy for you?” If the Virtual hold technology is a great If the customer has a clear idea of answers indicate a lack of respect, example of the efficient use of cus- what they need, this indicates some there is a substantial problem with tomer attention. It provides inbound additional rational thinking effort. emotion-control effort. callers with the option of being If no additional information is re- Another helpful probe area is called back at a specific time when quired, no information is distracting fairness in transactions with custom- a customer service representative is and choices are made quickly, then ers. Customers want brands to set available. Compared to having to wait the customer is finding the experi- accurate expectations for how much on hold – and having to maintain ence easy. money and effort, including time, attention to silence, hold music or Another type of answer to the is required from them. If they buy messaging – virtual hold allows the above questions can reveal rational a brand that requires more time, customer to divert all of their atten- thinking overload. This occurs when physical effort or rational thinking tion elsewhere. Ultimately, the same a customer needs so much informa- than their expectations, they feel period of delay requires far less time- tion, they don’t know which line of cheated. Feeling cheated then triggers related effort. inquiry will yield helpful informa- emotion-control effort, as people re- The ideal probes into the area of tion. Nor do they know which type of act emotionally and think about how customer attention include, “What information is distracting. they’ll respond to the situation. was the focus of your attention (over Typically the solution in- The ideal probe to explore fair- a given interaction period)?” This volves learning about the customer’s ness is, “Were you expecting to spend should be followed by, “How did you ultimate needs and then presenting time this way when you first started benefit, if at all, from this use of your customized analysis and recommenda- using the brand?” (If not) “How is attention?” tions. If a customer experiences this this experience different from those

72 Quirk’s Marketing Research Review // January 2019 www.quirks.com initial expectations?” If the responses the damage appraiser might require For example, physical and rational suggest effort was underestimated, only 5-10 minutes. However, all of the thinking, when required in large this indicates a substantial problem tasks required to arrange the meet- doses, trigger time-related effort. And for that brand interaction. ing and physically be present are any of these components can trigger considerable for the typical customer: emotion-control effort. 4. Uncover physical effort by absence from another activity, look- The top priority of customer-effort exploring complexity and comfort ing up directions, driving, finding research should be to identify the sce- of all brand related activity. parking, exposure to potentially bad narios that lead to emotion-control. Of course usability testing and weather, etc. Irritating or offending customers process diaries are ideal for record- Fortunately, customers will give leaves a lasting mark. These emotions ing the reality of behavior. Important brands plenty of credit for anticipat- are the most damaging and influen- probes for the perceptions of physical ing and addressing these gray areas tial on future loyalty and word-of- effort would include, “Is the (physi- of physical effort responsibility. For mouth communications. cal activity/task) simple, complex example, an insurance company cli- In many ways we are all strug- or somewhere in between? Please ent of mine recently started allowing gling with the overwhelming nature explain.” customers to submit photos of their of marketers constantly attempting Another key area to probe is com- minor vehicle damage via text mes- to impress and engage us. To help the fort: “What, if anything, about the sage – and skip the appraiser meet- marketers you work with to actually (activity/experience) made you physi- ing – in order to obtain an estimate. engage, use customer effort research cally comfortable or uncomfortable? Customers consistently responded and help them create a truly effort- Please explain.” with sincere appreciation for the less experience. Be sure to investigate tasks that elimination of their physical effort in are indirectly related to a brand working with the company. Tom Neveril is founder of Storybrand interaction. For example, auto insur- Consulting, a Los Angeles research firm. He can be reached at tom@ ance customers are typically required Identify the scenarios storybrandconsulting.com. to interact with representatives As you proceed with customer-effort in order to obtain an estimate for research you might find it difficult repairing vehicle damage. Here’s the to untangle which components of problem: the actual conversation with customer effort are most problematic.

www.quirks.com January 2019 // Quirk’s Marketing Research Review 73 ••• quantitative research We can do better Why top-box is the top mistake marketers and researchers make

| By Ken Faro and Elie Ohana

snapshot We’ve all used it. Top-box scoring, the reporting of Likert scale questions by the percent of respondents who select the top number on the Likert scale (e.g., 5 on a five-point scale; 7 on a seven-point scale), is widely used in marketing and advertising. However, Part one of a as market researchers, we must ask ourselves whether or not this is the “right” statistic two-part article on to report. While it may be the right statistic to use in a small number of cases, it is our belief that, generally speaking, it is the wrong measure to use. Why is top-box scoring the conceptual and Wthe top mistake marketers make? In this two-part article, we explore both conceptual statistical reasons and statistical reasons for our position. that the use of top-box Faced with the question scoring isn’t effective. The fi rst conceptual reason against the use of top-box scoring is related to psychology’s version of a fi eld-dividing topic, such as evolution’s “the chicken or the egg” or biology’s “nature vs. nurture.” We are referring to the “trait versus type” debate. When we talk about mea- surable psychological aspects of individuals, such as intelligence, extraversion or intent to purchase, we are faced with the question of how to best describe these psychological phenomena. Do we describe them as traits, where individuals fall somewhere on the continuum between low on the trait to very high on the trait? Or, do we describe them as types, where individuals fall into one discrete category or another? You can think of the following points to help develop an intuition around the trait-type distinction:

• Traits are atomistic (i.e., the building blocks of personality), whereas types are systemic (i.e., “the whole is greater than the sum of the parts”). • Traits are explanatory (i.e., traits cause behaviors), whereas types are descriptive (i.e., behaviors are an expression of type). • You measure an individual’s traits, whereas you sort individuals into types. • Traits are measured on a continuous scale (e.g., think a range between 0 and 100), whereas

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74 Quirk’s Marketing Research Review // January 2019 www.quirks.com

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' % ! + . ! +6 7 types are measured as dichotomous (i.e., you are the type or you’re not). • Individuals diff er on the degree of a trait, whereas individual types are qualitatively diff erent.

Proponents of the Big Five personality theory subscribe to trait theory, where individuals might score low on extraversion but high on openness. Those who use the Myers-Briggs Type Indicator (MBTI) often subscribe to a type theory, where individuals are binned based on types of behavioral expression (e.g., INFP type are those who score high on introversion, intuition, feeling and perception). It is the opinion of both authors that when it comes to traits versus types, traits are the preferred psychological construct for a few reasons:

• The majority of psychological constructs are intuitively conceptualized as having an underlying continuum. Intelligence, personality or emotion are examples more easily thought of as constructs that people can be low or high on (e.g., low extraversion or high extraversion) rather than being neatly categorized as one type or another (e.g., extraverted type or introverted type). • When it comes to the predictive validity of constructs, research pre- point, the statistic we are using doesn’t republican. One can say that measur- dominantly supports the existence fi t the phenomena we’re studying. ing of traits is aligned to “trait theory” of underlying continuums rather (as we discussed in our last section) than underlying classes. We will Second methodological problem whereas counting people is aligned to demonstrate this with the diff erence Even if we put aside the argument the “type theory” approach (e.g., Are in adjusted-R-squared in our study that “psychological constructs vary you a typical republican or democrat? below. along a continuum and therefore we You must fi t one or the other class/ • Categorical measures of psychologi- should measure them on a continuum,” group). The core problem with count- cal constructs display less of every- we run into a second methodological ing people is that we group together thing – lower reliability, statistical problem: By using top-box scoring we individuals that actually vary in level signifi cance, power, eff ect size, etc. remove measures of individual dif- of similarity and label them as similar. We will demonstrate some of these in ference in favor of counting “similar” We can show this with a specific our study below. people. That is, measuring a trait example. In our own advertising allows us to see how diff erent people research, we might want to look at Why is this relevant to top-box have varying levels of a given trait – how people differ on the trait of scoring? The real question for market it’s about observing how individuals “overall liking of an ad,” measured researchers is: Why do they bin con- are diff erent. This is vastly diff erent continuously on a seven-point Likert sumers (top-box vs. not-top-box) when than the practice of top-box scoring, scale where 1 represents “like it” and the construct we are measuring (e.g., which is used for the purpose of calcu- 7 represents “dislike it.” Let’s look at ad-liking or purchase intent) varies lating percentages of similarly grouped some hypothetical data. along a continuum from low to high? individuals. For example, if 56 percent As you might expect, Respondent A Why take a construct such as “overall of people indicate they are a democrat does not like the ad (Figure 1). Respon- liking of the ad,” measured continu- on a survey, it is assumed these people dent D really likes the ad. Respondent ously on a seven-point Likert scale, and have similar political beliefs and are C also likes it but not as much as D. We break it into “like it” (box 7) vs “dislike a discernable group when compared can clearly see that diff erent individu- it” (boxes 1-6)? From a conceptual stand- to others who indicate that they are als score diff erently on this trait. What

76 Quirk’s Marketing Research Review // January 2019 www.quirks.com happens when we break this trait up Table 2: Sample 1 Likert Scale Distribution via top-box scoring? Dislike it – 1 234567 – Like it As you can see (Figure 2), we’ve Ad A 0% 10% 10% 10% 30% 20% 20% grouped Respondent D into the top-box Ad B 30% 0% 10% 10% 0% 0% 50% group and Respondent A, B and C into the non-top-box group. But herein lies Table 3: Sample 1 Mean and Standard Deviation two, researchers sometimes lack the the issue. We’ve grouped Respondents Mean SD ability to articulate how to interpret A, B and C together, implying they are Ad A 5.0 1.56 averages effectively. similar (read: that they scored similarly Ad B 4.5 2.67 As market researchers, it is our on the underlying trait). However, we job to understand the advantages and know from Figure 1 that Respondent C box score, Ad B is the clear winner. disadvantages behind both averages was actually more similar to Respon- What does this really tell us? and top box scores. It’s also our job to dent D than they were to Respondent A Generally speaking, it tells us Ad B understand these well enough that we or B. Our grouping doesn’t stay true to has more people that “like” the ad. are able to explain both statistics to the underlying trait we were measuring More specifically, it tells us that there technical and non-technical audiences. and it doesn’t accurately portray our are more people on the extreme high An inability to eff ectively communicate respondents. Therefore, we are faced end of the trait being measured. But the measures that are most appropriate with the following questions: Is top-box why do we care about the extreme for our clients is a big problem for our scoring actually more inaccurate than high end? Why don’t we care about industry. If we were clients, our con- it is accurate? By using top-box scoring people who dislike the ad (and might cern would be that if researchers don’t are we giving our clients information be offended by the ad)? While Ad B understand something as basic as the that is actually artifi cial and false? has the biggest top-box score, it also concepts behind averages and top-box has the bigger bottom-box score. If scores, how do they conceptually un- May not be aligned we treat this Likert scale similar to derstand the statistics in more complex The third conceptual reason against a Net Promoter Score (score “net lik- analyses like cluster analysis, conjoint a general and indiscriminate use of ing” as top-box minus bottom-box), and other advanced techniques? top-box scoring is directly related to the “net overall liking” is equal – net the underlying theme to the fi rst two 20 percent for each ad. How do you Tells you less conceptual reasons: the statistic we’re interpret that? It’s tricky. Conceptually speaking, a dichotomous using may not be aligned with the Even if top-box and bottom-box variable (top-box or not-top-box) is overall goal of our research. Taking a scores yielded a clear winner rather more intuitive to understand than step back, it’s important to think about than a tie as in the above example, a five-point or seven-point Likert what we want to measure versus what why do we neglect the other interme- scale. It takes less cognitive effort to top-box actually measures. Generally diary feelings along the trait being understand that 36 percent have a speaking, our research problem is to measured? Don’t we want to know the top-box score than to understand that assess if people like one ad more than full distribution of how potential cus- an ad has an average liking score of another. To test this, say we ask respon- tomers might feel? Of course we do! 3.6. However, those of us in market- dents, “Overall, to what extent do you We might be researchers but we are ing and advertising know all too dislike/like this ad?,” which could be also marketers at heart and at the end well that human nature errs on the rated on a scale from 1 (“I dislike it”) to of the day, we’ll take all the custom- side of mental shortcuts not always 7 (“I like it”). Example respondent-level ers we can get. So why do we have a used to our advantage. Using top-box data might look like this: measure that neglects the majority of scores might be one of those times our potential consumers? mental shortcuts lead us astray. Top Table 1: Sample 1 respondent data box might be more intuitive to un- Respondents Ad A Ad B One dominant reason derstand initially but it tells you less 121 In the years both authors have been about the construct you’re studying. 231 practicing market research, one As we’ve shown above, top-box scores 341 dominant reason has surfaced for tell you less about what you’re study- why people request that we shift ing because they conceptually group 453 our reports from averages to top-box cases that don’t belong together. Next 554 scores: Stakeholders say, “Averages issue, in part two, we’ll also show you 657 are too hard to understand. Top box how a top-box measure provides less 767 is more intuitive.” The fact that we information statistically. 867 give in to this reasoning suggests one Based in Boston, Ken Faro is vice president, 977 of two things. One, researchers do not have a good conceptual under- research, decision science, and Elie 10 7 7 Ohana is researcher, decision science, at standing around which statistic advertising agency Hill Holliday. They can For Ad A, the top-box score is 20 should be reported and why. Conse- be reached at [email protected] percent while the top-box score for Ad B quently, they find it acceptable in and [email protected]. is 50 percent (Table 2). By using the top- all cases to report top-box scores. Or www.quirks.com January 2019 // Quirk’s Marketing Research Review 77 10 Top Millennial/Gen Z Research Companies SPECIAL ADVERTISING SECTION

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Headlines often report how Millennials are disrupting marketing efforts. To identify the passion points of this largest generational group, Forte Research and all your data collection needs, FPG Group applies agile methodologies, delivers deeply-profiled, engaged and capturing responses at the point of committed research participants. FPG brand interaction. Whether having owns and operates 20 premier focus conversations in-store, at home or in group facilities in major U.S. markets. a research lab, the use of innovative Focus Pointe Global Over a 30-year history, FPG has been technologies such as mobile eye-track- Founded 1988 | 480 employees committed to providing its clients unri- ing, engagement and emotion measures Laura Livers, CEO valed research solutions with profes- uncover visceral insights, that which sional integrity and the highest level of consumers cannot or will not articulate. Capabilities encompass: message/ FPG provides service quality. creative development; advertising high-quality Phone 888-873-6287 effectiveness; QSR/shopper experience; marketing www.focuspointeglobal.com benchmarking/tracking; customer research data satisfaction; and package testing. The collection Forte Research Group is a global in- services by le- sights and strategy consultancy. veraging new techniques Phone 917-470-9703 www.forteresearchgroup.com and technologies to make market insights more accessible, accurate and affordable. Whether it is quick-turn insights or more in-depth research, FPG seamlessly incorporates accepted methodologies with digital solutions. FPG’s Millennial and Gen Z panels provide a powerful resource to gather unique insights from these experience-driven, social, on-the- go populations. For Millennial, Gen Z

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Research Now SSI Founded 1977 NextON Services Gary Laben, CEO Founded 2013 | 10 employees Naim ul Qadar, Founder and CEO Insight Strategy Group Research Now Founded 1999 | 75 employees SSI is the world’s Arikan Olguner, President NextON Services leading global is a project provider of first- management and party consumer We are a full- data collection and professional service agency company that data based on combining brings high-value extensive, pro- social science online sampling prietary market expertise expertise to the research pan- with deep online market re- els. Around this core asset of opted-in, demographic search industry. managed data, the company has built and cultural With experience innovative data services and solutions understand- and expertise at its core, NextON fills a that bring the voice of the individual ing to decode critical gap in expectations and under- to the entire marketing spectrum, from consumer behavior, fuel brand growth standing about the sample between re- research to marketing to advertising. and innovate products and services. search companies and panel providers. Research Now SSI serves more than Our human expertise includes special- NextON has offices in India and UAE 5,800 market research agencies, media izations in gender, generations and life (Dubai) and the company works with and advertising agencies, consult- stages. With a dedicated youth practice, clients across the globe. We leverage ing and investment firms and health we’ve studied Millennials and Gen Z our expertise to provide the best online care and corporate customers in the since childhood and know what shapes panels and quality responses. We Americas, Europe and Asia-Pacific. For their collective consciousness. Last year quickly obtain the opinions of target more information about our range alone we explored diverse topics across markets such as B2B/IT, health care, of data-driven offerings, go to www. industries with over 75,000 Millennials etc., and skillfully cater to Millennial- researchnow.com and www.surveysam- and Gen Z. We often collaborate with and Gen Z-focused projects. We adhere pling.com. our sister company Fizziology to incor- to strict quality standards and have porate social media research into our deployed a stringent recruitment work for a holistic perspective on these program so that our clients receive the digital-native generations. best-in-class experience. Phone 212-584-2323 Phone 971-50-941-9689 (UAE); www.insightstrategygroup.com 91-997-164-3131 (India) www.nextonservices.com

80 Quirk’s Marketing Research Review // January 2019 www.quirks.com 10 Top Millennial/Gen Z Research Companies SPECIAL ADVERTISING SECTION

tech-driven youth and family research services and solutions. TSR’s core youth- and family-focused methodologies include surveys, online and mobile qual, national participant recruitment and sample services, mobile ethnography, online panels and insight com- xsperient | Segmedica SofoS Market Research munities, UX testing and large-scale Founded 2004 | 24 employees multi-market international studies. Peter Simpson, Principal Consulting We offer both flexible and full-service Founded 2001 solutions. TSR is COPPA-compliant and Lisa Hermanson, Founder and Partner GDPR-ready. xsperient | The experts at Phone 860-335-6079 Segmedica deliv- SofoS have been touchstoneresearch.com ers full-service studying the global health, youngest genera- wellness and tions for over 20 lifestyle custom years, discovering market research insights about using advanced Millennials start- techniques in ing back when qualitative, they were the age quantitative that Gen Z is now. It’s a fun ride, learn- and ethnography studies with HCPs, ing unique attitudes and behaviors as payers and patients/consumers. As different generations move through the Track Opinion the field leader in psychology, anthro- stages of life and nobody can solve the Founded 2009 | 21 employees pology, sociology, neuroscience and Piyush Khurana, Director puzzles of tapping into Millennials and linguistics, working with us achieves Gen Z like SofoS can. They do it through Track Opinion the highest quality market research innovative approaches to qualitative is a leading and market segmentation. We special- research: immersion studies, mobile insights and ize in Millennial/Gen Z motivations qual and in-person consumer labs, all technology and behaviors in health and wellness, grounded in their clients’ business company that diet, health costs and more. Ask about needs. SofoS delivers robust consumer provides a ConnexionPoints® syndicated studies insights that help businesses build pow- range of cohe- for fast, affordable primary research. erful strategies. sive B2B and Contact us for an online or in-person demo of how we can assist with your Phone 414-258-7601 B2C research sofosmarketresearch.com solutions con- research needs. sisting of quantitative studies, customer Phone 716-799-8223 experience, segmentation, pricing and www.xsperient.com new product development to create ex- pedient audience insights for impactful Touchstone Research Inc. business and marketing decisions. Our offerings also extend online sampling, Founded 1991 | 34 employees Aaron Burch, CEO surveying, programming, translation services and tabulation. With over 3.7 TSR has over 25 million active members worldwide, our years of experi- team infuses all its energy and expertise ence in youth to take the customer experience to a and family whole new level. Our steadfast team al- quantitative and ways takes keen interest in all projects, qualitative re- no matter how big or small, to provide search. We have customized solutions to your require- our own online ments. Track Opinion doesn’t date back community panel to the longest years of its existence; covering key however, we strike a perfect balance youth and family demographics includ- in shaping strategic insights that are ing children age 0-5, kids age 6-12, teens technology-driven, feasible and reliable. age 13-17, young adults age 18-34 and Phone +91-836-843-0469 parents. We are known for innovative, www.trackopinion.com

www.quirks.com January 2019 // Quirk’s Marketing Research Review 81 the ESOMAR Council: Anne-Sophie n Measure Protocol, a London-based Damelincourt; Lucy Davison; Umesh Names of Note blockchain-powered marketplace for Kumar; Nikki Lavoie; Alain Mizrahi; person-based data, has engaged Kristin Nijat Mammadbayli; BV Pradeep; and Luck as an advisor. Luck will work with Ray Poynter. Niels Schillewaert will the fi rm’s founders and executive team remain on the council in an ex-offi cio to create strategies for educating and capacity as past president. Outgoing n David Poltrack, chief research of- raising adoption of blockchain technol- council members include Laurent fi cer and president of CBS Vision, has ogy in the market Flores (ex offi cio), Luisa Ravelo Con- announced that he will retire from the research space. treras, Marcello Sasso, Pervin Olgun company eff ective June 30, 2019 follow- and Pieter Paul Verheggen. ing a 50-year career in research at CBS. n Belgium-based During the remaining months of his research agency n Kerry Poulson has joined London- tenure, Poltrack will focus on certain Kynetec b2 has based online research company Further strategic projects for the company. appointed Pieter as senior project and operations man- Moving forward, Radha Subraman- Goossens as senior ager. Poulson will support the com- yam, who was named executive vice research director. pany’s senior research team in execut- president, chief research and analyt- Simone Cornelsen Goossens ing domestic and global qualitative ics offi cer of CBS Television Network has joined Kynetec research projects and communities for in Nov. 2017, will be responsible for b2 as senior direc- brand and agency clients. overseeing all research operations for tor, based in the the company. company’s Fü rth, n SITO Mobile, a Jersey City, N.J., mobile Germany, offi ce. data technology company, has appoint- n MFour Mobile Research, Irvine, Calif., ed Alex Cherones as head of product has hired Mureed Ibrahim as project n Westport, development. manager and Scott Demers as solutions Conn., fi rm Impe- development representative. rium, which pro- n Port Washington, N.Y., information vides anti-fraud Cornelsen company The NPD Group has named Shay n Trusted Talent, an Indio, Calif., ex- solutions for the Krafft to lead its U.S. home improve- ecutive recruiting fi rm for the market market research and e-commerce in- ment business. research industry, has announced dustries, has appointed Charlie Allieri additional team members: Andy Drake as CEO. He succeeds Founder and CEO n Syracuse, N.Y., research and consult- as partner, based in England; Roland Marshall Harrison, who will move on ing fi rm KS&R Inc. has elected Jay Scott Klassen as partner, based in Toronto; as chairman of the board of directors. as chairman of the board and Michael and Danette Ferro as partner, director Nash as president. These appointments of marketing. n New York-based company GBH Insights follow the retirement of Founder Rita has appointed Jeremy Korst as presi- L. Reicher, who held both roles. n Stockholm-based technology provider dent and Brian Zeug as a member of Cint has appointed Karine Parsy as the compan y’s advisory board. n New York-based researcher Survey- executive vice president of APAC, based Healthcare has appointed John Turner as out of the company’s Hong Kong offi ce. n London-based technology company senior vice president, growth and new DigitalMR has appointed Steve Alexan- business development. He will be based n Toronto-based research fi rm The Logit der as interim chief technology offi cer. out of Dallas. Group has promoted Steve Male to VP of business development and strategy. n Joaquim Bretcha has been elected as n Francesco D’Orazio has been the new president of research organi- named CEO of London-based social zation ESOMAR for the 2019-20 term, intelligence platform Pulsar. The com- while Kristin Luck has been elected as pany has also opened a new office in vice president. The following council Marina del Rey, Calif. www.quirks.comarticles/2019/20190113.aspx members have also been elected to

82 Quirk’s Marketing Research Review // January 2019 www.quirks.com n New Orleans- has named Ron Grant and Marshall n Alex Sunnerstam has joined U.K.- based audience Cohen to its board of advisors. based cross-media measurement fi rm platform Lucid RealityMine as senior vice president of has made two n Stockholm-based technology pro- data partnerships, based in London. new hires in the vider Cint has promoted Stefan Hök to EMEA region. chief product offi cer and has appointed n Toronto-based data collection fi rm Julie Tebeka has Daniel Hecker as senior vice president Delvinia has appointed Raj Manocha as been appointed as of products. president of its Methodify business unit business develop- and chief revenue offi cer of Delvinia. Tebeka ment director, n Chandler, Ariz., research company Additionally, Suzanne Costa will take Southern Eu- Ironwood Insights Group has promoted on the roles of chief operations offi cer rope, responsible Cyrus Heck to project manager. and chief privacy offi cer of Delvinia. for leading the company’s expan- n Gary King, director of Harvard n Port Washington, N.Y., research sion into Spain, University’s Institute for Quantitative company The NPD Group has named France and Italy. Social Science, has joined the board of Lori Monaco as president of its U.S. Additionally, Ren directors for Salt Lake City-based cus- beauty practice. Kainth has been tomer experience intelligence platform appointed as busi- InMoment. n Pakistan-based company The Dynamics Kainth ness development Research Consultants has announced that director Audi- n U.K.-based cross-media measurement Huma Abdul Sattar, manager insights, ence, EMEA, responsible for oversee- fi rm RealityMine has appointed Joe and Syed Maaz Ali Qadri, industry ing the European release of Lucid Mason as senior vice president of client segment lead, will lead the company’s Audience. Separately, Carl Sparks has development, based in New York. international bureau, as Rashid Mehm- joined the Lucid board of directors ood and Farhan Zaidi have decided to of and Gabrielle Toledano has been n Comcast Spotlight, the advertising sales move on from the company. appointed to spearhead the company’s division of Comcast Cable, has named newly created board of advisors. Megan Latham as vice president, cus- n New York-based analytics company tomer experience. Analytic Partners has appointed Jen- n Danielle Place has joined market nifer Leire as vice president, client research fi rm Smarty Pants as insights n Singapore-based audience technology engagement. guru, responsible for designing, execut- platform Eyeota has hired Chris Emme ing and analyzing custom qualitative as managing director, Americas. n Research company Kadence Interna- research for several of the company’s tional has appointed Lizzy Pottinger as retail and health care clients. n Ipsos New Zealand has appointed associate director. Amrutha Murthy as a director, respon- n London-based research company Fu- sible for leading customer experience n B2B agency gyro UK, London, has ture Thinking has appointed Jim Steven- strategy. appointed Emma Rush as president. son as group CEO. Stevenson takes over The appointment follows the recent for Jon Priest, who stepped down in n Research fi rm Survey Healthcare has promotion of CEO Kate Howe to the July to join the main investor board as appointed Fabio Musumeci as project role of chair at gyro UK and chief a non-executive director. director, global qualitative services for growth officer at parent company the company’s European division. Dentsu Aegis Network. n Doylestown, Pa., company Adelphi Research has promoted Kara Delaney n Nielsen, New York, has named David and Michelle Lambert to director and Kenny as chief executive offi cer. He will Shawn McKenna to director, advanced also join the company’s board of direc- quantitative methods. tors. Kenny succeeds Mitch Barns, who retired from the company on Dec. 31. n Content analytics company Diesel Labs www.quirks.com January 2019 // Quirk’s Marketing Research Review 83 Research n Paris-based researcher Ipsos has management buyout of the company, acquired New York-based social media backed by London-based private equity Industry News intelligence company Synthesio for fi rm Vespa Capital. The management over $50 million in cash. With the team will acquire the shareholdings acquisition, Synthesio plans to grow from the company’s co-founders, CEO its international presence and services Andrew Mabbutt and CSO Matt Eames, beyond its existing fi ve offi ces. The along with those of Chairman Nicholas Acquisitions/transactions company will be a standalone business Wheeler and the minority sharehold- unit at Ipsos, maintaining the name ers. The team now includes: Matt n Software companies SAP, based in and brand. Synthesio CEO Loic Moisand West as CEO; Richard Sawney as CFO; Germany, and Qualtrics, headquar- and the Synthesio leadership team will Paul Greatbatch as technical director; tered in Provo, Utah, and Seattle, remain with the company. Steph Heasman as director of customer have entered into a defi nitive agree- success; and James Winn as U.S. vice ment under which SAP intends to n BioInformatics Inc., an Arlington, president of sales and operations. acquire Qualtrics. Under the terms of Va., life science research and advisory the agreement, SAP will acquire all firm, has acquired market research n Cambridge, Mass., company For- outstanding shares of Qualtrics for publisher Kalorama Information rester Research has agreed to acquire $8 billion in cash. The acquisition is from MarketResearch.com. Under the Wilton, Conn., business-to-business expected to close in the fi rst half of terms of the deal, MarketResearch. research and advisory fi rm SiriusDeci- 2019, subject to customary closing con- com will continue selling Kalorama’s sions for $245 million in cash, subject ditions and attainment of regulatory reports for BioInformatics. to adjustment. The transaction is ex- clearances. The boards of directors for pected to close in January and is subject both companies and Qualtrics’ share- n Cincinnati-based employee feed- to customary closing conditions, includ- holders have approved the transaction. back and talent analytics firm ing applicable regulatory fi lings. Following the closing of the transac- Talmetrix Inc. has acquired Critical tion, Qualtrics is expected to maintain Metrics LLC, a Seattle-based consult- n Data company Claritas has acquired its leadership, personnel, branding ing firm that specializes in employee media tracking and measurement and culture and will operate as an engagement and human capital ROI. company Barometric. Through the entity within SAP’s Cloud Business The acquisition complements Talme- acquisition, Claritas will invest in Group. Ryan Smith, CEO of Qualtrics, trix’s existing SaaS employee survey new technologies that allow market- will continue to lead the company. and reporting platform to include ers to identify, deliver and optimize Qualtrics is also expected to maintain strategic guidance and associated sup- audiences. Barometric’s proprietary its dual headquarters. port for talent-related initiatives. identity graph technology collects mobile IDs across digital environments n Belgium-based research company n London-based communications to increase marketing effi ciency and InSites Consulting has acquired company WPP plans to sell a stake of campaign measurement. By adding Johannesburg-based insights agency Co- up to 80 percent in Kantar, accord- Barometric’s capabilities, Claritas luminate. Henk Pretorius, co-founder ing to WPP CFO Paul Richardson. In allows clients to measure advertising and CEO of Columinate, will remain as November, WPP said it was looking performance and optimize audiences managing director of the South African to sell a majority stake in Kantar and across media channels in real-time us- offi ce and will also join the global retain a minority holding in the mar- ing offl ine and online data. InSites Consulting organization as a ket research company. Richardson has managing partner. said WPP’s remaining stake in Kantar Alliances/strategic partnerships would range from 20 percent to 49 percent depending on the price. n Dallas-based marketing and advertising company Limetree has formed n U.K. reviews and customer in- a strategic partnership with behav- sights technology company Feefo ioral research and design consultancy has announced that Chief Revenue TriggerPoint. The partnership allows www.quirks.com/articles/2019/20190114.aspx Offi cer Matt West, supported by the marketers to identify top prospects and management team, has completed a better understand behaviors with data

84 Quirk’s Marketing Research Review // January 2019 www.quirks.com that informs neurological and psycho- company for the retail industry, have Flores (ex offi cio), Luisa Ravelo Contre- logical factors. formed an alliance to provide technol- ras, Marcello Sasso, Pervin Olgun and ogy and durable goods brands with Pieter Paul Verheggen. n U.K.-based software company Digital digital insights to improve in-store Taxonomy and Paris-based research performance. Through the alliance, n The Insights Association, along software fi rm Askia have formed a the two companies have introduced with a coalition of data-driven in- long-term strategic partnership, allow- In-store Intelligence, a solution that dustry groups, filed comments in re- ing Digital Taxonomy’s coding solution incorporates GfK’s proprietary point- sponse to a request from the National Codeit to be embedded directly into the of-sales and catalogue data and Trax’s Telecommunications and Information Askia platform. proprietary image recognition technol- Administration (NTIA) on how Presi- ogy, business intelligence platform and dent Trump’s Administration should n Reston, Va., firm Comscore has computer vision platform. approach consumer privacy. The announced content company A+E industry groups advocated for a new Networks and entertainment com- Association/organization news privacy paradigm that is “best suited panies AMC Networks and Discovery to create lasting protections for con- Inc. as beta partners for Comscore n Joaquim Bretcha has been elected as sumers and foster a competitive and Campaign Ratings, Comscore’s new the new president of research organi- innovative marketplace.” cross-platform video ad measure- zation ESOMAR for the 2019-20 term, ment solution. The beta program was while Kristin Luck has been elected as n The Canadian Research Insights launched in September in consortium vice president. The following council Council (CRIC), the new industry as- with 12 media brand partners. members have also been elected to sociation established in response to the the ESOMAR Council: Anne-Sophie MRIA’s closure, announced new deci- n Nielsen, New York, and Microsoft, Damelincourt; Lucy Davison; Umesh sions in a statement following a Novem- Redmond, Wash., have formed a stra- Kumar; Nikki Lavoie; Alain Mizrahi; ber board meeting. The nine founding tegic alliance focused on helping FMCG Nijat Mammadbayli; BV Pradeep; and CRIC board members voted to approve and retail companies fi nd growth with- Ray Poynter. Niels Schillewaert will articles of incorporation, bylaws and in an open data environment through remain on the council in an ex-offi cio other policies and direction was taken Nielsen Connect, an enterprise data capacity as past president. Outgoing regarding industry programs such as solution powered by Microsoft Azure. council members include Laurent standards and advocacy and the CMRP Using analytics and artifi cial intelligence services built on Azure, Nielsen Connect is designed to help companies QUALITATIVE AND QUANTITATIVE. integrate data assets to better spot SIMULTANEOUSLY. emerging trends, diagnose performance gaps and act faster on growth opportunities. The platform also allows clients We have the ability to host, recruit and to use their data as an enterprise asset moderate projects all over the world, utilizing across all parts of their organization. the newest technology available. RECRUITING n Research services fi rm Knowledge Excel has partnered with Insights Our call center recruits for qualitative and Curry, a technology fi rm that creates YDOLGDWHGTXDQWLWDWLYHUHVHDUFKÀQGLQJWKHULJKW TECHNOLOGY cloud-based platforms for research solu- audience. We host teams all across the US in a tions, combining the companies’ teams. variety of focus group facility locations. Knowledge Excel – Insights Curry is FIELD expected to extend its team in the com- MANAGEMENT ing months. n Nuremberg, Germany, researcher GfK With locations all over the United States check us out online. and Trax, a computer vision solutions www.murrayhillnational.com www.quirks.com January 2019 // Quirk’s Marketing Research Review 85 designation. The statement says steps ber Business awards. The High Growth n Mingle, a London-based company will immediately be taken to incorpo- Business of the Year category recog- that creates “customer closeness ex- rate CRIC as a nonprofi t organization. nizes businesses that have experienced periences” for businesses, has been Board members also re-appointed Barry growth in sales, profi t, market share, launched by researchers Morgan Watson (Environics) as chair and Don jobs or international trade. Arnell and Craig Scott. The company Mills (CRA) as co-chair. Gary Bennewies says it aims to help employees interact (Ipsos) was appointed secretary trea- New accounts/projects directly with customers, consumers and surer. The board is aiming to hold its patients. It provides events designed to fi rst open board meeting in Q1 of 2019. n Audio broadcast network West- help companies connect with custom- wood One and podcast technology ers, a longer-term program that uses n The Global Research Business Net- company Panoply Media have selected ongoing activities to develop a custom- work (GRBN) has published the GRBN the Nielsen Auto Cloud fueled by J.D. er-centric culture for businesses and 2018 Global Top 25 Report, which pro- Power for their auto marketing and training events for employees. vides an analysis on the trends in the measurement capabilities. The Nielsen research and data analytics industry as Auto Cloud allows auto marketers to n Behavioral consultancy BVA Nudge well as a list of the Top 25 companies in target car buyers across radio, stream- Unit has launched its U.S. operations, the industry and their profi les. GRBN ing audio and podcast media using car allowing the company to expand on cli- has formed a new partnership with shopping and purchase data. ent engagements in the EU, U.K., Latin Diane Bowers, the report author. America and Asia. BVA Nudge Unit is n Material handling company TVH part of the BVA Group, a France-based Awards/rankings has selected Oslo, Norway, research market research company. solutions fi rm Confirmit to support the n The Salt Lake Tribune has named implementation of its new worldwide n Market research company Macromill Lehi, Utah, customer experience com- voice of the customer program. The pro- Inc. and Yokohama City University will pany MaritzCX a 2018 Top Workplace. gram, which focuses on the TVH Parts open the Yokohama City University/ business, will be delivered as part of a Macromill Data Science Joint Lab in n The QRCA, St. Paul, Minn., has an- three-year deal with Confi rmit. April 2019. Located at Macromill’s head- nounced Shem Kiprono as the recipient quarters in Tokyo, the Joint Lab will of its Global Outreach Scholarship for n Toronto-based research company focus primarily on academic research 2019. Kiprono lives in Nairobi, Kenya, Vividata has announced that its cross- themes and aims to accelerate research and has four years of experience in the media audience measurement and con- and development and talent develop- qualitative fi eld. He currently operates sumer study will be built with Ipsos, ment in data science and marketing a qualitative research consultancy. The its new core measurement partner. business. 2019 scholarship recipient receives free conference registration to attend the New companies/new divisions/ n U.K.-based customer data science QRCA Annual Conference, travel and ac- relocations/expansions company dunnhumby has expanded commodation expenses associated with into the Australia and New Zealand attending the conference (up to $1,000) n Kantar Insights Canada, part of (ANZ) region by opening an offi ce in and free QRCA membership for the 2019 WPP’s data investment management di- Sydney. Kylie Gleeson-Long has been ap- membership year. vision, has launched its media and ana- pointed as managing director for ANZ, lytics practice, which brings together responsible for leading the company’s n The QRCA, St. Paul, Minn., has an- its audience measurement, digital mea- expansion in the region. nounced the fi nalists for the 2019 QRCA surement and analytics capabilities. Award for Excellence in Qualitative Re- The Canadian practice is an addition n Research company MESH Experience search or the Qually Award. The award to the previously announced launch has moved to bigger offi ces in Soho, Lon- fi nalists include: Meagan Morgan with of Kantar’s new analytics practice. To don, following recent business growth. Heads Up Inspiration; Meredith Morino support the growth of the new prac- and Gloria Watson with Sklar Wilton tice, Kantar has hired Lisa Freedman n U.K. research fi rm Kynetec has & Associates; and Marlena Mattei with as director, digital and media research opened a new offi ce in Nordelta, Argen- Kudzu Research. The fi nalists will give and Hilary Borndahl as vice president, tina, which will be supported by a team a live 15-minute presentation at the analytics, brand and marketing ROI. of 10 agricultural market research pro- QRCA 2019 annual conference and con- fessionals. Ricardo Arribere will lead the ference attendees will be provided with n Piscataway, N.J., research solutions new team and the company’s operations a text-based voting platform to submit fi rm Azure Knowledge Corporation has in southern Latin America – Argentina, their votes against a number of criteria. opened two new offi ces in Palo Alto, Bolivia, Chile, Paraguay and Uruguay. Calif., and Bangalore, India. The Banga- n U.K. consumer insight agency Join lore offi ce will be led by Vice President n Patient satisfaction measurement fi rm the Dots was named High Growth Busi- Amit Verma, while CEO Jay Ruparel has SPH Analytics has reached an agreement ness of the Year by the British Cham- relocated to Palo Alto to lead the com- with research company Market Strate- ber of Commerce at its annual Cham- pany’s growth on the West Coast. gies International-Morpace to merge

86 Quirk’s Marketing Research Review // January 2019 www.quirks.com the Morpace Health division into SPH a free online tool for the retail indus- Analytics, creating a combined member try. Placer.ai uses mobile data along n Private equity fi rm Vestar Capital experience measurement and analyt- with AI, machine learning and big Partners will lead a new investment in ics fi rm. The transaction is expected to data analytics to generate insights and Chicago-based researcher IRI. Follow- close by Dec. 31. Terms of the deal were behavioral predictions for any location, ing the transaction, which is expected not disclosed. Susan Semack, senior vice store or geographic area. to close in the fourth quarter of 2018, president, health at Morpace Health, Vestar will jointly govern IRI with New will join the SPH executive leadership n Stamford, Conn., research company Mountain Capital, IRI’s current owner. team as senior vice president, consumer Gartner Inc. has reported revenues The terms of the agreement were not experience. The Morpace Health team of $922 million for the third quarter disclosed. Jeff rey Ansell, a Vestar senior will continue to operate from Farming- of 2018, up 11 percent compared to the advisor and IRI board member, will ton Hills, Mich., with SPH Analytics same period in 2017. The company is serve as chairman of IRI. According to headquarters in Alpharetta, Ga. projecting fourth-quarter revenues to the press release, New Mountain and be between $1.07 billion and $1.12 bil- other existing investors will retain a Research company earnings/ lion. “meaningful” investment in IRI. financial news n Durham, N.C., data science com- n White Plains, N.Y., retail merchan- n Cambridge, Mass., company Forrester pany IQVIA has reported revenue of dising and marketing services fi rm Research has reported total revenues approximately $2.6 billion for third- SPAR Group Inc. has reported revenues of $84.9 million for the third quarter of quarter 2018, an increase of 6.3 percent of $58.4 million for third-quarter 2018, 2018, compared to $80.4 million for the at constant currency and 5.2 percent up 20 percent compared to the same third quarter of 2017. Research revenues reported, compared to the third quarter time in the previous year. increased 4 percent and advisory services of 2017. and events revenues increased 9 percent n China-based e-commerce company compared to the third quarter of 2017. n Reston, Va., fi rm Comscore has JD.com Inc. has reported net revenues reported total revenue of $102.9 million of RMB 104.8 billion (U.S. $15.3 bil- n Los Altos, Calif.-based foot traffi c for the third-quarter of 2018, up from lion) for the third quarter of 2018, an analytics platform Placer.ai has raised $100.3 million reported the same time increase of 25.1 percent compared to the $4 million in funding and has launched the previous year. third quarter of 2017.

www.quirks.com January 2019 // Quirk’s Marketing Research Review 87 CALENDAR OF EVENTS ••• can’t-miss activities

Insights Association will IQPC will hold its Market Pharma CI Europe Quirk’s will hold its 2019 hold its 2019 CEO Summit on Research Innovation event on Conference and Exhibition Quirk’s Event – Chicago on January 21-23 in Miami. Visit February 13-14 in Sydney. Visit will be held on March 5-6 April 2-3 in Chicago. Visit bit.ly/2JuaZhw. bit.ly/2PtfheD. in Basel, Switzerland. Visit www.thequirksevent.com. bit.ly/2xSy2N7. MREF will be taking a vision Worldwide Business Research ESOMAR will hold its Latin America trip to Haiti to visit the will hold its eTail West 2019 Centaur Media will hold the 2019 event on April 7-9 in São Joseph School on January 24- event on February 19-22 at the Insight Show on March 6-7 at Paulo. Visit www.esomar.org. 27. Visit mrgivesback.org. JW Marriott in Palm Springs, Olympia Central in London. Calif. Visit bit.ly/2pLP4cx. Visit www.insightshow.co.uk. KNect365 will hold its FUSE IQPC will hold its Chief Data and 2019 event on April 8-10 at the Analytics Offi cer Exchange on Merlien Institute will hold 2019 Global Data Summit will Radisson Blu Aqua in Chicago. January 27-29 in San Diego. its MRMW APAC 2019 event on be held on March 7-8 in Golden, Visit bit.ly/2vpiqRB. Visit bit.ly/2zfREvZ. February 20-21 in Singapore. Colo. Visit bit.ly/2sRIeoM. Visit apac.mrmw.net. KNect365 will hold its Marketing KNect365 (IIR) will hold CX Talks: The Customer Analytics and Data Science its Media Insights and AMA will hold its 2019 Winter Experience Summit will be event on April 8-10 at the Hyatt Engagement Conference on Academic Conference on held on March 11 in Dallas. Centric Fisherman’s Wharf in San January 29-31 in Los Angeles. February 22-24 at the Hilton Visit cxtalks.org. Francisco. Visit bit.ly/2hpc3E6. Visit bit.ly/2eyPzmx. Austin in Austin, Texas. Visit www.ama.org. Market Research Society will Merlien Institute will hold QRCA will hold its 2019 hold its Annual Conference its MRMW NA event on April annual conference on January Southwest, Northwest, on March 12-13. Visit 10-11 in Cincinnati. Visit 30 - February 1 at the Southeast and Southern bit.ly/2IIEiwF. na.mrmw.net. Hyatt Regency Savannah in California Chapters of the Savannah, Ga. Visit Insights Association will NMSBA will hold the Population Association of bit.ly/2m68CGV. host the 2019 Las Vegas Neuromarketing World Forum America will hold its 2019 Annual Joint Chapter Conference on March 13-15 in Rome. Visit Meeting on April 10-13 in Austin, Corinium Global Intelligence on February 27 - March 1 at bit.ly/2zy4MwG. Texas. Visit bit.ly/25wns9T. will hold its Chief Customer Caesars Hotel and Casino in Las Officer, USA event on Vegas. Visit bit.ly/2CQyZu1. IQPC will hold its Customer To submit information on February 5-6 at the Grand Contact Week Asia event on Hyatt Buckhead in Atlanta. IQPC will hold its Customer March 19-20 in Singapore. Visit your upcoming confer- Visit bit.ly/2Q5KKAE. Contact Week Australia event bit.ly/2D5Q9Ed. ence or event for possible on February 28 - March 1 in Pharma Market Research Queensland, Australia. Visit Merlien Institute will hold its inclusion in our print and Conference USA will be held on bit.ly/2JHmSB1. Qual360 NA event on March 20- February 6-7 in Newark, N.J. 21 in Washington, D.C. Visit online calendar, e-mail Visit bit.ly/1Sh6Yhi. Quirk’s will hold the 2019 na.qual360.com. [email protected]. For a Quirk’s Event – New York Quirk’s will hold the 2019 on March 5-6 at the IQPC will hold its Customer more complete list of up- Quirk’s Event – London Marriott Brooklyn Bridge in Contact Week Executive on February 12-13 at the Brooklyn, N.Y. Visit Exchange event on March 31 coming events visit www. Intercontinental O2 in London. www.thequirksevent.com. - April 2 in Miami Beach, Fla. quirks.com/events. Visit www.thequirksevent.com. Visit bit.ly/2quQ1X3.

88 Quirk’s Marketing Research Review // January 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. While there are many conferences within the insights industry that deliver high-quality programming (we actually partner with several of them!), our research indicated that fewer than 40 percent of end-client researchers have the budget to attend conferences each year. Thus, in 2015, after seeing the need for a low-cost, inclusive conference for marketing researchers, we held the first 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. And now we are excited to bring that model to London! The Quirk’s Event is a two-day experience, packed with more than 70 30-minute education and learning sessions delivered by client-side Great tips for researchers or research vendors (sometimes both!) on a range of topics, from case studies and explorations of best practices to deep dives on specific experiencing London. methods or techniques. page L20 Speaking slots are chosen based strictly on educational value and are not sales pitches. (Presenters must agree to adhere to the Quirk’s Q-mandments, 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. Preview and prepare Sincerely, to experience the

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www.thequirksevent.com • LONDON • The Event 2019 • L3 SESSIONS

CASE STUDY: GETTING CUSTOMER- TOP-NOTCH LEARNING FOCUSED The Quirk’s Event offers engaging 30-minute sessions from both end- Developing a Customer- clients and suppliers on the latest research trends, techniques and Obsessed Culture: How strategies. We’ve highlighted a handful of sessions here and you can Insights Transformed ﬁnd a complete detailed list of sessions at www.thequirksevent.com. Salesforce Jacob Ayoub, Senior Director, Customer and CASE STUDY: FUTURE-PROOFING THE INSIGHTS FUNCTION Market Insights, Salesforce Microsoft’s Journey to Digitally Transform Insights Insights-driven businesses will take $1.2 trillion Reed Cundiff, General Manager, Customer and Market Research, Microsoft in revenue per year by Technology has given insights professionals a host of 2020. Why should you new tools but it has also brought new pressures to bear, care? Because these insights-driven in the form of voluminous amounts of data from dispa- businesses are coming after your rate sources. To some, these changes threaten to overwhelm and potentially replace customers and your top line. The the traditional marketing researcher. But rather than view them as challenges, secret to success is putting the power Reed Cundiff, general manager of Microsoft’s customer and market research team, of customer insights to work. Jacob views them as opportunities. His presentation will take you on his team’s journey Ayoub will highlight the seven deci- to build a digitally-transformed insights function, from early vision to first steps to sions Salesforce made to transform lessons learned. into a customer-obsessed culture, one “Over the years, there has been a constant drumbeat of change within our that puts customers at the center of all industry,” Cundiff says. “And while we’ve certainly taken steps to evolve, the size strategic initiatives and that acts on 98 and significance of the opportunities we face are at a whole other level. If we get percent of research studies. this right and are able to fully harness the power of data and technology together through the transformation of our insights supply chain, the value we will be capable of delivering to our stakeholders and businesses will grow exponentially. This is why I am so optimistic about the future of our insights industry!”

L4 • The Event 2019 • LONDON • www.thequirksevent.com ORGANIZATIONAL DESIGN RESEARCH REPORT Listen In: How Podcasts Can How to Build a Market Intelligent Concept Tests with Deliver Engaging Insights for Intelligence Organization ADA Marketing Research • QRCA, Nimble MR that Matters: A Case Study Pete Cape, Director of Global Knowledge, Silvana Amparbeng, Research Manager, Research Now SSI Worldpay Nadja Bohme, Director | Head of Marketing, The Great Internal Communication Factworks In this ses- Experiment • Keen as Mustard, Join this session, Silvana Coca-Cola, ESOMAR sion to hear Amparbeng from about the Worldpay will discuss how to suc- What Consumers Say Isn’t Always adaptive algorithm cessfully change the perception of the What They Mean • D-Coded (called ADA) created by Research Now market research organization within Insights SSI for effi cient concept testing that your company. Amparbeng will share relies on the principles of the Bayesian her team’s experience with Quirk’s A Recipe for Advertising Success Bandit. Together with Factworks, with Mr Kipling • Premier Foods, Event attendees. “Building a market Research Now SSI will discuss how The Leading Edge intelligence function that matters has their algorithm can increase effi ciency been the main priority of my team with concept and naming tests, help- How IBM Incorporates ‘Win/Loss’ and I this past year.” says Amparbeng. ing to overcome obstacles that appear into Continuous Customer Insight • “It has also been a great learning when using monadic designs. Th e IBM, KS&R curve, which is why I decided to session will cover the benefi ts to ADA share our experience with a wider and how eff ective the algorithm was The World After CAWI: Bots as audience.” • found to be when Factworks tested a Tool for Data Collecting Play, Attendees will come away from smartscope it in an online study in the U.K. and this session with the knowledge of Germany. Learn how ADA can pro- how to heighten the research/intel- vide more diagnostics, faster results Gamifying Qualitative Research – ligence role from “order taker” to It’s A Lot More than Just Playing and increased fl exibility. strategic partner and how to eff ec- Games • Fader & Associates tively communicate with stakeholders and clients to keep them engaged and CLEAR M&C Saatchi Brand informed. Experience Gap Results • CLEAR M&C Saatchi

CASE STUDY: CONSUMERS’ VALUES AND BEHAVIORS Positive Gender Portrayal in The Future of Brewing Advertising • Diageo, ESOMAR Serena Smith, Category Manager, Molson Coors Th is session will provide an in-depth look at the changing Who Owns the Data? • ESOMAR, research landscape from the perspective of the drinks indus- Kadence International try. Serena Smith from Molson Coors will discuss how to manage change by observing past and future trends, how to How Do You Showcase the Value keep up with consumers’ changing values and behaviors, meeting the needs of both of Investing in Insight? • Unilever, Millennials and Baby Boomers and how to prepare for the coming changes in the ESOMAR industry. Smith will advise attendees on how to use hybrid data and keep solutions fl exible in order to prepare for the constantly-changing future. How GSK Consumer Healthcare Put the Consumer into R&D

All in One Bite: How Qual- CASE STUDY: DRIVING ORGANIZATIONAL GROWTH Quant Hybrid Breathes Life into Making a Difference for the Business: Key Drivers of Success an Organic Ice Cream Brand • Michael Rosenberg, Managing Director, J.P. Morgan Research America Join Michael Rosenberg from J.P. Morgan for a session that focuses on how researchers can overcome the challenge of how Leveraging External Insights to to best make a diff erence within their organization. Th e session Win the Competition • Nespresso will provide case studies to help researchers successfully enhance their decision- making to drive growth within their organization.

www.thequirksevent.com • LONDON • The Event 2019 • L5 End-to-End Automation: Have STORYTELLING a Look Behind the Scenes! • ‘To Hell with Facts! We Need Stories!’: The Power of DataExpert Storytelling in Research Conor Wilcock, Director, B2B International How Sky Brings the Customer Th e success of researchers, and the legacy of their work, Voice into the Boardroom to Keep depends not on their ability to analyze and number- their Customers at the Heart of crunch but on how they craft stories that resonate with Decision-Making • Voxpopme, Sky their audiences. Telling eff ective stories is how a piece The Folly of Misunderstanding of data becomes an insight, becomes an idea, becomes an action. Th is presenta- Youth • respondi, UMWW tion will introduce best practices for adding value in research through storytelling, with a focus (though not an exclusive one) on business-to-business markets. Buyer Beware: A Critical Look “Storytelling is our best method for overcoming the ‘stickiness’ issue,” Wilcock at Automated Survey Research says. “Our brains prefer stories; it’s diffi cult to recall a series of diff erent facts, even Platforms • P2Sample, Zappi about the same topic, if they are not strongly connected through the medium of a story. By condensing and highlighting key fi ndings from a data set and structuring A More Effective Way to Spend them in the form of a story, the fi ndings are more likely to stick.” Your Advertising Dollars • Phoenix Marketing International

Defensive Development: Using B2B JOURNEY-MAPPING Mobile Behavioral Research to Create Competitive Products • Simplifying the Complex: A Practical Guide to B2B Customer Pollﬁ sh, Microsoft Journey-Mapping Simon McEvoy, U.K. Head of Strategy, Omobono Rise Up! The Manifesto for Many B2B organizations are trying to improve their customer experi- Revolutionary Marketing • Little ence by mapping out customer journeys but how do you actually go Bird Marketing about doing it? In this talk, Simon McEvoy, head of strategy at B2B creative agency Omobono, will off er a practical, step-by-step guide to Mission Impossible: Making a mapping customer journeys, touching on: how to demystify complex Client-Ready Dashboard in 30 buying journeys and multiple customer types; how you can identify a manageable Minutes • E-Tabs, Askia number of persona types, unlock hidden opportunities in customer pain points and create experience maps that get internal buy-in. Video Won’t Kill the Research Star: “In B2B, people buy the whole company, not just a product, so it’s particularly How to Get the Most from All Past important to manage a consistent experience across every touchpoint,” McEvoy Research • LivingLens, Market Logic says. “I’m looking forward to speaking about customer experience because today all brands are experiences – whether online, in store or with sales teams – and Digitally Transforming managing that experience start to end is vital for building a strong, consistent Your Insights Function • KnowledgeHound, Mars Petcare brand. If you want a stronger brand, build a better experience.”

Permission to Launch: Why Insight and Research is the Missing Ingredient in Successful Social DATA COLLECTION Media Creative • Zappi The Power of Real-Time Behavioral Data in the Subscription Video-on-Demand Era Square Peg, Round Hole: What Adam Portner, Vice President of Client Solutions, ProdegeMR Are We Missing? • Ready to Launch Chris Havemann, Chief Executive Ofﬁ cer, RealityMine Research, Echo Qualitative Support Th is session from ProdegeMR and RealityMine will give insight into subscription video-on-demand users and Heathrow Customer Experience their rising expectations. Th e companies will discuss how Takes Off with Dapresy • Dapresy, they used RealityMine’s Reality Meter technology com- Heathrow bined with ProdegeMR’s global panel to passively monitor respondents and learn about their media habits in real-time. Deep Dive on Purchase Behavior Attendees will walk away from the session with an understanding of how to use Inﬂ uencers • BuzzBack Market passive metering on its own or as a supplement to traditional data collection meth- Research ods as well as how using passive behavioral information with an engaged sample source together with survey data can provide researchers with a better understanding of their audiences and gain more actionable insights.

L6 • The Event 2019 • LONDON • www.thequirksevent.com

RESEARCH INDUSTRY: ADVOCATING FOR INSIGHTS Does Creative Effectiveness Anywhere in the World: The Complexity of Brand Research at Matter? • SellCheck Virgin • Thom Stebbings, Group Consumer Insight Lead, Virgin Group Disrupting the World of MR In this session, Th om Stebbings from Virgin Group will refl ect on his Future Thinking experience researching opportunities that take him all over the world. Stebbings will provide insight into how to do big things with little Experience the New Generation resources, something he is familiar with being a one-person research of NPS Platforms • Success Drivers, codit.co team for a large, complex brand. “Balancing fl exibility and detailed planning is key,” Stebbings says of his one-person role. “And don’t forget to focus Customer Experience from Talk to on relationships. Build good relationships within the company to pull together a Action: An Interactive Workshop • community of advocates for your insights – perhaps even an unoffi cial insights Cargill committee that meets regularly. Embrace your agencies as true partners; share your challenges with them and be open to honestly discussing their challenges How Google Used Behavioural too.” Recruitment to Understand Modern Banking Customers • Liveminds CASE STUDY: BEHAVIORAL ECONOMICS Others Think, Therefore I Am: Using Behavioral Science to ‘Alexa, Order Heineken.’ Voice and Understand Societal Beliefs of Gambling Behavior the Digital Assistant: A Wake-up Anders Bengtsson, CEO, Protobrand Call for Marketing • SKIM Sara Picazo Lutton, Head of U.K. Ad Research, Twitter UK Tapping into the System 1 brain provides additional context From the Weeds to the Stars: How into not just what consumers think on a conscious level and Why to Think About Bigger but how they feel and relate to the world around them. Problems • Harrods Protobrand conducted a social preference study for Twitter’s ad research team to explore the drivers and barriers of several gambling Transitioning from Full-Service to behaviors, including casino betting, sports betting and lottery play in Self-Service • AYTM the U.K. Th is study uncovered fascinating results detailing the role that emotions play in attracting U.K. citizens to engage in certain behaviors as well as the social Emotional Measurement factors that impact negative beliefs. Delivers Insights for Royal Mail • Bypassing the conscious mind empowered Twitter to better understand the Neuro-Insight UK LTD, Royal Mail context surrounding gambling, including the benefi ts that the various behaviors MarketReach off ered while monitoring any negative societal beliefs that function as barriers. Th is presentation will profi le one of the behaviors in-depth, providing insight into How AI-driven Sales Volume the importance of understanding the non-conscious factors that inform decision- Forecasts Inspired Conﬁ dence making. in L’OR Coffee Line Extensions • Strategir

360 VR Immersion for More Engagement and More Actionable Results • Strategir, Firmenich

Move Over Mum, Dads Also Deserve our Attention: Rebalancing the Gender Focus • One-MS, Premier Foods

Robots to the Rescue: Decoding the Real Voice of the Customer Using Leading-edge AI • Digital Taxonomy Limited

Using UX Research to Augment Innovation • D’Well Research UK Limited

L8 • The Event 2019 • LONDON • www.thequirksevent.com The best minds PRESENTERS DRIVING YOUR MARKETING RESEARCH FORWARD

It is always our goal to offer quality learning sessions at The Quirk’s 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 London? Here’s a sneak peek.

Natalia Lumpkin Director of Insights for EMEA Mars Petcare Catherine Haigh Born and raised in Poland, Natalia Lumpkin earned her Insight Controller MBA and M.S. in entrepreneurship. Lumpkin began her Premier Foods career at Procter & Gamble, where she worked for eight years Catherine Haigh loves explor- before joining Mars Petcare U.S. in 2013. At Mars, she led ing the world of consumers and consumer insights and innovation through the use of new is passionate about insight-led technologies and tools, oft en being the fi rst to fi nd better, brand strategy. A champion of driving faster, cheaper and more predictive ways of getting to the ROI and impact of insight on the client-side, she is insight truth about customers. controller at Premier Foods. Currently, Haigh’s role calls Recently, Lumpkin has moved to Europe to head the re- for her to spend time refl ecting on and eating cake for Mr gional CMI organization and create the insights organization Kipling and Cadbury cake. of the future. She is driven to challenge the status quo and She has worked on a recent Mr Kipling relaunch, includ- push for truly breakthrough innovations and cutting-edge ing brand repositioning, new communications development technologies in research. During her Quirk’s Event session, and complete package redesign. At Th e Quirk’s Event, Haigh “Digitally Transforming Your Insights Function,” Lumpkin will co-present on this journey in a session titled, “A Recipe will share how Mars is partnering with tech companies to for Advertising Success with Mr Kipling” as well as the role rethink its marketing research. of dad in grocery shopping in a second session titled, “Move Over Mum, Dads Also Deserve our Attention: Rebalancing the Gender Focus.” Begonia Faﬁ an Haigh has worked both client-side and agency-side in Western Europe Knowledge and Insights Director both traditional research agencies and in brand consultancy. Coca-Cola Begonia Fafi an is Western Europe Knowledge and Insights Director for Coca-Cola Company and has been with the company for nearly 18 years. Fafi an began her career in marketing in brand management at Colgate-Palmolive and SC Johnson. Currently based in London, she started her career in Knowledge & Insights with Coca-Cola in her native Spain FOR THE MOST COMPLETE, as a consumer insights manager for Coca-Cola Iberia. Prior UP-TO-DATE LIST OF SPEAKERS VISIT to that she worked as a marketing manager for Coca-Cola Iberia. A passionate qualitative moderator, Fafi an’s work includes TheQuirksEvent.com all kinds of research. At Th e Quirk’s Event, she will be sharing how her team is driving insight into the minds of stakeholders in a session titled, “Th e Great Internal Communication Experiment.”

www.thequirksevent.com • LONDON • The Event 2019 • L9 Learn from THE BEST IN THE INDUSTRY Lori Laﬂ in Customer Experience Champion Cargill For the past seven years, Lori Lafl in has worked to fi nd Silvana Amparbeng • Worldpay answers to the tricky questions at Cargill, a Minnesota-based company that employs a team of 155,000 professionals in • Zsolt Apponyi DataExpert 70 countries, working to draw together the worlds of food, Guilhem Auffret • Nespresso agriculture, nutrition and risk management. She led the Jacob Ayoub • Salesforce teams that built Cargill’s approach to voice of the customer and brand health management and is currently leading a Babita Aytain • One-MS customer experience pilot. Anders Bengtsson • Protobrand At Th e Quirk’s Event, Lafl in will be sharing tips and

Casey Bernard • Nimble MR tricks for taking action with your data in a session titled, “Customer Experience from Talk to Action: An Interactive Nadja Bohme • Factworks Workshop.” Lafl in has worked in customer experience and David Boyle • Harrods voice of the customer experience for 25 years and she is constantly inspired by her love for solving puzzles. “I fi nd Tim Brandwood • Digital Taxonomy Limited people – and what they do and why they do it – endlessly fascinating,” she says. Ken Brewster • Dapresy Lafl in holds a master’s degree from the University of Michael Brown • UMWW Minnesota and certifi cations from the CXPA and MRA. Frank Buckler • Success Drivers Th roughout her career she has worked with organizations large and small to help them improve service to customers, Russ Budden • E-Tabs consumers and stakeholders. Richard Butwinick • SellCheck

Pete Cape • Research Now SSI

Hugh Carling • Liveminds

Adrianne Carter • D-Coded Insights

Sophie Cavanagh • The Leading Edge Michael Brown

Greg Clayton • Kadence International Head of Insight Universal McCann Worldwide Reed Cundiff • Microsoft Prior to launching his career Lucy Davison • Keen as Mustard Marketing in marketing research, Michael Pascal de Buren • codit.co Brown was a marketing graduate working at American Express. JD Deitch • P2Sample Turning his attention to MR, he worked Simon Doolin • Microsoft at both Research Now SSI and MESH Experience before Tomasz Dulinicz • smartscope joining UM where he is now the head of insight. With a passion for using traditional research methods George Efkolides • Heathrow to give a platform to marginalized voices in society, Brown Babita Earle • Zappi helps UM’s clients better understand their audiences and Susan Fader • Fader & Associates marketplaces. In particular, he works to promote the role and responsibility of ads in tackling stereotyping. Marketing re- Begonia Faﬁ an • Coca-Cola search feeds his general thirst for understanding what people Andrew Geoghegan • Diageo think and do. “I adore my line of work as, whether quanti- Thomas George • D’Well Research tatively or qualitatively, my focus is always to understand people,” says Brown. Shazia Ginai • Neuro-Insight UK Brown will be taking a look at a UM study decoding Isabelle Goisbault • Strategir today’s youth culture in his Quirk’s Event session titled, “Th e Folly of Misunderstanding Youth.”

L10 • The Event 2019 • LONDON • www.thequirksevent.com Kyle Gollins • Pollﬁ sh

Adele Gritten • Future Thinking Simon Doolin Janel Hagaman • AYTM UX Researcher Microsoft Catherine Haigh • Premier Foods

Simon Doolin is a design Chris Havemann • RealityMine researcher at Microsoft and Kerry Hecht Labsuirs • Echo Qualitative has been part of the Swift Key Support Keyboard team for more than four Geraint Jones • CLEAR M&C Saatchi years. Prior to this, Doolin received a Ph.D. in usability engineering at the University of Edinburgh, which focused Sarah Jousiffe • Sky on developing speech-driven interfaces employing embodied DezsĎ Karasszon • DataExpert conversational agents, or avatars, and investigated how these • systems can be made more usable for older adults. Jenny Karubian Ready to Launch Research “I am motivated by the opportunity to use my skills to Lori Laﬂ in • Cargill shape and create market-leading user experiences across Jo Lee • Royal Mail MarketReach many platforms, devices and interaction modalities,” he says. Doolin’s research at Microsoft is concentrated on provid- Jenny Lindsay • BuzzBack ing insights to drive product strategy as well as actionable in- Sally Loughlin • Formerly with GSK sights throughout the entire product development lifecycle. Consumer Healthcare In a case study presentation at Th e Quirk’s Event, “Defensive Natalia Lumpkin • Mars Petcare Development: Using Mobile Behavioral Research to Create Anna Martenka • Play Competitive Products,” he will be sharing how Microsoft targeted a competitor’s customer base using mobile behavioral Simon McEvoy • Omobono data to ultimately ensure the development of a compelling Priscilla McKinney • Little Bird Marketing alternative product. Elizabeth Morgan • Market Logic

Mike Nash • KS&R Susan Fader Debbie Newbould • One-MS Strategist, Qualitative Researcher Martin Oxley • BuzzBack and Moderator • Fader & Associates Sara Picazo Lutton Twitter UK Based in New York, Susan Jourdan Pignatelli • Phoenix Marketing International Fader is a qualitative researcher, moderator and strategist who Adam Portner • ProdegeMR tailors her methodology to fi t BV Pradeep • Unilever the specifi c project objectives using Finn Raben • ESOMAR both traditional and, if warranted, non-traditional methods such as gamifi cation mind-set (learn more at her session, Sarah Raouﬁ an • SKIM “Gamifying Qualitative Research – It’s A Lot More than Just Jennifer Roberton • respondi Playing Games”) and narrative economics. Michael Rosenberg • J.P. Morgan Self-diagnostic ethnography is one non-traditional method Fader believes is currently undervalued by the MR Alistair Shutt • SKIM community. In this method, the person being researched Serena Smith • Molson Coors is given the tools to take a conscious introspective look at Thom Stebbings • Virgin Group what they do. “Most people are not natural storytellers,” says Fader. Self-diagnostic ethnography helps respondents by al- Salomea ėwierkowska • Play lowing them to share personal behavior revelations in a story Jackie Tarran • Strategir structure. Fader has an MBA from Columbia University and is a Stephanie Torto • IBM member of the QRCA as well as the book review editor for Marie-Clarté Vignon • Firmenich the association’s magazine, VIEWS. Prior to launching Fader Conor Wilcock • B2B International & Associates, she was a product manager at General Foods, account supervisor at Interpublic and a marketing consultant Carl Wong • LivingLens in Tokyo. She has worked across categories and demograph- Tom Williams • Voxpopme ics in the U.S. and in more than 20 countries on fi ve diff erent Kristi Zuhlke • KnowledgeHound continents.

www.thequirksevent.com • LONDON • The Event 2019 • L11 Casey Bernard CAN’T MAKE IT IN FEBRUARY? Founder Nimble MR Casey Bernard began her career in marketing research in 2003 aft er receiving her master of science in marketing research at the University of Texas, Arlington. She has worked on CPG, BROOKLYN fi nancial services, pharmaceutical and utility brands. NEW YORK In 2016, Bernard began producing a podcast for a social MARCH 5-6, 2019 media client and in 2018 the podcast launched a new concept allowing research professionals to tap into the medium for producing more engaging reports. In her Quirk’s Event session, “Listen In: How Podcasts Can Deliver Engaging Insights for Marketing Research,” she will be sharing ways researchers can use podcasts for exploratory research. Bernard is passionate about taking time to really dig into CHICAGO a concept or audience. “We need to slow down,” she says. “As ILLINOIS a result of going too fast, I’ve seen studies where the recruit- APRIL 2-3, 2019 ing and participants are very questionable. In an eff ort to hurry up, are we getting bad data with the wrong people?” Today Bernard works as an independent qualitative research consultant in Austin, Texas, focusing on in-person and online qual. She is consulting both research profession- VISIT als and small businesses on podcast production under her company Nimble Modern Radio. Bernard recently released TheQuirksEvent.com the fi rst episode of her podcast, Breaking Research. She is a FOR ALL THE DETAILS member of the QRCA.

Delivering value THE QUIRK’S PRESENTER Q-MANDMENTS

All of our speakers have to agree and abide to our Q-Mandments in order to participate at our event. The Q-Mandments ensure that attendees receive the most relevant and insightful information, not sales pitches.

1. Thou Shalt Be Interesting: Explore new industry territory 6. Thou Shalt Be Memorable: Inject humor and personality and present ideas you haven’t seen or shared before into your presentation 2. Thou Shalt Be Effective: Tell a story. Have a client pres- 7. Thou Shalt Be Prepared: Practice, Practice, Practice! Do ent or use real client examples to illustrate your points not read directly from your speech or from your slides 3. Thou Shalt Be Relevant: During no part of your pre- 8. Thou Shalt Be Visual: A picture is worth a thousand sentation should you ever sell your company, services or words. Favor images and video over text and speaking products 9. Thou Shalt Be Accessible: Remain open to questions 4. Thou Shalt Be Honest: Speak of failures as well as suc- after your session, but do not exceed your 30 minutes! cess and never exaggerate statistics, ﬁ ndings and claims 10. Thou Shalt Be Considerate: Keep to the schedule - 30 5. Thou Shalt Be Engaging: Deliver your presentation with minutes total! clarity, gusto and actively engage your audience

L12 • The Event 2019 • LONDON • www.thequirksevent.com LOOKING FOR THOUGHT LEADERSHIP CONTENT? Supporting thought leaders with data driven content for building relationships

research to relationships

Research Survey & Editorial & Distribution Advisory Analysis Design & Leads

MEET US AT BOOTH NO. 500

TERRY ANDREW KEVIN PROSENJIT ARNOLD NEWBY ANTHONY GANGULY AVP Sales UK Director Operations UK VP - Sales & Client Success Sr. Manager - Sales & Client Success

www.iresearchservices.com For enquiries write to [email protected] or call +44 20 3965 6776 SOCIAL GATHERINGS

NETWORKING

OPENING NIGHT Cocktails with Quirk’s THE NIGHT BEFORE THE EVENT

Tuesday, February 12 Women in Research 5:30 p.m. to 7:00 p.m. Networking Event InterContinental O2 Expo Hall Monday, February 11 We’ve had a blast hosting Cocktails with Quirk’s in the 7:00 p.m. to 10:00 p.m. past and Th e Quirk’s Event wouldn’t feel complete without Location TBD everyone enjoying a few cocktails on us! Aft er the fi rst day of the show is done, mingle and network in the expo Women in Research (WIRe) will be hosting a complimen- hall and take in the experiences with other attendees from tary pre-conference networking event for Quirk’s Event 5:30 p.m. to 7:00 p.m. Free drinks and appetizers will be attendees of all genders on Monday, February 11. Enjoy provided. cocktails, canapés and conversation while networking with Stop by one of these stands to enjoy a cocktail: market research industry leaders. WIRe is a nonprofi t organization that champions diversity in the marketing research industry by arming women with the tools to develop professionally, build connections and stay inspired. Booth 300 Booth 507 Booth 210 Registration for this event will be open at a later date, mark your calendars! FOLLOWED BY... Tuesday Night After Dark Party EVENT CLOSING at the O2

Tuesday, February 12 Expo Hall 8:00 p.m. to 11:00 p.m. Happy Hour Location: All Bar One O2 Wednesday, February 13 Aft er dinner, join other attendees for the 4:00 p.m. to 5:00 p.m. offi cial aft er dark party at the O2 to discuss InterContinental O2 the day’s events and have a nightcap on us! Expo Hall Enjoy a relaxing evening with cocktails, music and conversation. Sign up for the party when you Grab a beer and stroll register for Th e Quirk’s Event – entry is free for all Quirk’s through the expo hall to Event attendees! learn and experience all of Not attending Th e Quirk’s Event but still interested in the latest and greatest the the party? To register, visit Th e Research Club’s Web site: industry has to off er. theresearchclub.com/events/london-aft er-dark-quirks-party/ Space is limited so register early!

Thank you to our sponsors:

FIND UP-TO-DATE INFORMATION # ON ALL THE SPECIAL EVENTS AT TheQuirksEvent.com

L14 • The Event 2019 • LONDON • www.thequirksevent.com INTRODUCING INTERACTIVE SMART BADGES

Th is year, Th e Quirk’s Event is introducing smart badges and an interactive app from Klik! Th ese 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 fl ash, letting you know that the information has been exchanged. Attendees can also receive content from speaking sessions without having to wait until aft er the event. During a session, simply click your badge and any materials the presenters make available will download and be accessible in the app. Th e 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 profi les of exhibiting fi rms and request meeting times with particular vendors; • store your connections and event materials; and • keep track of all personal meetings and events.

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www.thequirksevent.com • LONDON • The Event 2019 • L15 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.

Temporary ink, lasting memories Have you ever gotten a tattoo while at a business conference? Now you can! Well, sort of. Henna artists will be creating intricate and beautiful designs that can be applied to your hand or arm. Select an image that represents you.

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!

L16 • The Event 2019 • LONDON • www.thequirksevent.com GAME ON! We are excited to bring the Klik smart badges and app to Th e 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. Th e 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. Aft er 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 and famous American will be stopping by Th e with friends and colleagues. Quirk’s Event for photo opportunities each morning. Don’t miss your chance to grab a selfi e! Want to guess who it is? Here’s a hint: Th is loyal friend reluctantly solves the most diffi cult mysteries. His go-to mode of transportation is a van painted with psychedelic colors!

www.thequirksevent.com • LONDON • The Event 2019 • L17 A FOODIE’S PARADISE Whether you’re interested in high tea or a hip culinary experience, London has many food choices to offer. Restaurants in and around the O2 will provide you with options ranging from iconic fast-food chains to modern Asian cuisine.

RESTAURANTS OFF THE GRAB AND GO CAFÉ BEATEN PATH Expo hall foyer at The Quirk’s Event Quirk’s has a few restaurant Grab and go sandwiches, ideas for anyone interested in snacks and beverages venturing beyond the O2. MERIDIAN LOUNGE Main level, Intercontinental GARFUNKEL’S at the O2 The Avenue at O2 Dan Homemade patisserie, fi ne recommends: One of London’s most teas and specialty coff ees iconic restaurant brands VEERASWAMY

London has been praised as hav- STARBUCKS PIZZA EXPRESS The Avenue at O2 ing some of the best Indian food The Avenue at O2 in the world. Opened in 1926, Coff ee, beverages and Handmade pizza with Veeraswamy is the oldest surviving pastries beer and wine Indian restaurant in the U.K. 99-101 Regent Street ALL BAR ONE WASABI The Avenue at O2 The Avenue at O2 Every cocktail, every glass Modern Japanese cuisine Kari of wine and every meal is recommends: an opportunity to discover something new NANDO’S GODDARDS AT The Avenue at O2 GREENWICH ASK ITALIAN Portuguese cuisine, Looking for traditional British The Avenue at O2 famous for their chicken comfort food? Goddards has been Delicious Italian food serving up pie and mash since created from the fi nest HARVESTER SALAD 1890. An enthusiastic foodie, Kari Italian-sourced & GRILL convinced Steve to make the trek ingredients The Avenue at O2 there when touring the event facilities in 2018. Ribs, chicken and healthy 22 King William Walk BUSABA EATHAI option The Avenue at O2 Modern Th ai eatery off er- BYRON – PROPER ing a single course eating Stewart HAMBURGERS experience The Avenue at O2 recommends: DUCK AND Hamburgers with beef CABANA from Scotland, cooked WAFFLE The Avenue at O2 medium and served in a Located on the 40th ﬂ oor of the Award-winning home of squishy bun Heron Tower, Duck and Wafﬂ e Rio street food, skewers serves up great food and views of and cocktails CLIPPER BAR the London skyline. Reservations 2nd level, Intercontinental at are recommended. THE SLUG AND the O2 110 Bishopsgate | 0203 640 7310 LETTUCE Guests can meet and un- The Avenue at O2 wind with our world-class Restaurant and pub cocktails, local food menu or a unique gin and tonic

L18 • The Event 2019 • LONDON • www.thequirksevent.com MAKECAN’T IT TO LONDON? YOU HAVE TWO MORE CHANCES 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

BROOKLYN CHICAGO NEW YORK ILLINOIS

MARCH 5-6, 2019 APRIL 2-3, 2019

CHOOSE THE DATE AND LOCATION THAT WORKS FOR YOU LEGACY SPONSOR TheQuirksEvent.com EXPLORING LONDON

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

For the history buff: For the Potterhead: TOWER OF LONDON PLATFORM 9¾ When a man is tired The Tower of London is a historic If Warner Bros. Studio Tour London is of London, he is tired castle located on the north bank of already on your list, King’s Cross – the the River Thames in central London. station Harry Potter uses to journey of life; for there is in Officially Her Majesty’s Royal Palace to Hogwarts – is a must-see. Visit and Fortress, the Tower is one of Platform 9¾ in real life, in King’s Cross London all that life London’s most famous landmarks, his- railway station. Head to the train sta- can afford. torically a royal palace, political prison tion in your house colors and take a (where Anne Boleyn met her end), an photo to commemorate your journey! — Samuel Johnson arsenal and the current home of the crown jewels.

For the museum fanatic: For the nature-lover: For the modernist: MUSEUM OF LONDON REGENT’S PARK TATE MODERN

Learn the history of the U.K.’s capital If the weather’s nice – or you’re willing One of the largest museums of modern city from prehistoric to modern times. to brave the London chill – get some and contemporary art in the world, Established in 1912 and currently fresh air in Regent’s Park, which cov- Tate Modern includes work by Picasso, located in the City of London on the ers 410 acres in North West London. Dali, Matisse and more. The museum London Wall, the Museum of London Check out the winter gardens as is part of the Tate group and is located has a collection of more than 2 million well as the London Zoo and Regent’s in the Bankside area of Southwark. objects and is a must-see. University London. Admission is free (with the exception of special exhibitions).

L20 • The Event 2019 • LONDON • www.thequirksevent.com ,QWHUDFWLYH 'DWD 6ROXWLRQV

Experience. Integrity. Vision.

See you in London!

PROUD MEMBER OF

0LQGÀHOG7HFKFRP_0F0LOOLRQ5HVHDUFKFRP .LRVN0 Make connections with INDUSTRY LEADERS IN INSIGHTS AND DATA

EXHIBITORS Welcome to The Quirk’s Event exhibit hall! Here you will ﬁ nd 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; ﬁ eldwork; 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 directory of exhibiting companies.

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ELEVATORS Cafe Cell Phone

Lounge INFO DESK REGISTRATION 2nd Floor Riverview Level

EXHIBITOR LOUNGE COFFEE & BEVERAGES

ELEVATORS RESTROOMS

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

L22 • The Event 2019 • LONDON • www.thequirksevent.com

Conduct guidelines. We are registered with the ICO for data protection. Bilendi 3Q Global www.ardentfi eldwork.com ATP Canada Software BOOTH 415 KIOSK E and Services Ltd. Bilendi provides services and KIOSK F technology that allow market 3Q GLOBAL, a multi-service researchers to collect and research fi rm, provides custom ASK International Market ATP is a leading provider of interpret data. We provide services in study design, data Research (ASKi) tabulations and other data sample using our own online collection, data integration, BOOTH 213 processing services to the panels in 12 countries as well text analytics, visualization market research industry. as via global partners. We offer dashboards and reporting. Our ASK International Market Since 1989, our unwavering programming and hosting, data collection methodologies, Research (ASKi) GmbH, commitment to excellence and community building, mobile, powered by Quick Test/Heakin founded in 1953, is a provider exceptional customer service interactive solutions, ad tracking and Discovery Research Group, of fi eldwork and data services. has resulted in tremendous and an omnibus service. We include fi eldwork, mall/hall We coordinate market growth. Rosetta Studio is our have local teams in the London, interviewing, CATI/CAWI, IVR, research globally. All planning, software solution that helps Paris, Madrid, Berlin, Cologne, online surveys and Web and organizing and fi eldwork automate the reporting of Leuven, Copenhagen, Odense, social media research. 3Q supervision is undertaken your tabular data into ready- Stockholm and Helsinki. GLOBAL’s experience, service on-site by our own staff. We to-go PowerPoint or Excel and quality is unmatched. www.bilendi.co.uk offer full-service expertise presentations. Use our simple Regardless of how big or how with study designs, custom interface to create charts small your research projects are, tailored to fi t your needs. Our and customize your tables 3Q GLOBAL is The Connection strengths include extensive and or use our powerful tagging to All of Your Market Research diversifi ed know-how, fl exibility, system to populate your Needs. existing presentation. Create promptness, superior client Brand Ignite www.3q-global.com service, accurate data collection a professional presentation in and a genuine interest in your minutes! KIOSK D questions. We look forward to www.atpcan.com your visit! We are the customer closeness agency dedicated to improving www.aski.de the fortunes of brands and businesses by putting the Ardent Fieldwork Ltd. customer fi rst, always. Our BOOTH 306 philosophy is fairly simple: Askia – Software for involving your customers (or Ardent Fieldwork is a AYTM prospects) in your decision- dynamic and forward-thinking Surveys KIOSK J making from the outset, independent market research BOOTH 508 increasing effectiveness and fi eldwork agency offering a AYTM is a market research return. We believe in building full range of qualitative and At Askia – Software for Surveys, platform that allows researchers, brands on the foundations quantitative fi eldwork services. we have a passion for market marketers and analysts to run of insight: understanding We believe successful market research, which is why we’re a full range of quantitative consumers, their journeys research revolves around the dedicated to the MR industry. research via the ease of a do- and experiences, competitive quality of people you speak to. We are a team of geeks, it-yourself platform. AYTM’s landscapes, emerging trends Let us help you reach the right researchers, product testers, integrated proprietary panel and opportunity gaps. Our audience for your research. statisticians, fanatical client provides best-in-class levels customer-led approach, tailored We understand that nowadays support specialists, usability of trust and quality, access to each project, ensures that end clients increasingly have experts and quantitative to over 40 million consumers our strategic recommendations tight turnaround projects with research enthusiasts. With in 26 countries and real-time and delivery are always based strict budgetary constraints powerful yet easy-to-use pricing with guaranteed on the people that matter most. and we enjoy the challenge products for CATI, CAWI, delivery times. We empower brandignite.co.uk of being able to deliver on CAPI, mobile and multimode researchers via our user-friendly those projects. We build strong data collection, predictive platform to collaborate in partnerships with clients, dialing, online and offl ine data real-time on survey design and understand their research and analysis as well as community program complex research Breaking Blue Research recruitment needs thoroughly management (MROCs), we tests including max-diff, BOOTH 104 and then provide outstanding believe that Askia has the choice-based conjoint, pricing fi eldwork management so that most fl exible market research optimization and more. The We’re a full-service agency our clients can focus on the software in the industry and the result is quick access to high- that enables market-leading research element and delivering best technical team behind it. quality insights at a budget that businesses like yours to make insight. Our philosophy is to fi ts research organizations of www.askia.com decisions, take action and grow, provide exceptional fi eldwork all sizes. services by delivering projects from sizing new markets to on time and on budget and aytm.com understanding the customer by maintaining highest-quality journey, segmenting customers standards. We are an MRS or informing new product Company Partner and we fully launches. We identify and comply with the MRS Code of address critical knowledge gaps through a variety of qualitative approaches employing behavioral science, neuroscience and semiotics as

L24 • The Event 2019 • LONDON • www.thequirksevent.com ADM Arbeitskreis deutscher Marktund Sozialforschungsinstitute e.V. ISO certified 9001 & 20252 well as advanced quantitative the real views of Britain today. respondent recruitment, methods using advanced People you can rely on to tell simultaneous translation statistical techniques. We even CarterJMRN clear, honest stories, making and transcription services, have a team of videographers, meat and drink of pulling out along with Glide Central™, BOOTH 114 ethnographers and desk great insights. an intuitive online platform researchers. Join global leaders for video and audio content With offi ces in Tokyo and centralfi eldwork.com like Samsung, 3M, HP, DHL and Osaka, CarterJMRN is a full- curation and management. Brother (along with many more) service, Japan-based market www.civicommrs.com who are already getting better research agency with a history answers. leading back to 1989. As a www.breakingblueresearch. fully bicultural agency, we are Civicom Marketing com known for the creativity of our Research Services responses to clients’ briefs, CRG Global applying research and related BOOTH 411 BOOTH 601 understanding that delivers highly practical, prescriptive Civicom® is the global leader CRG Global is a vertically- C&C Market Research and actionable solutions. in serving the marketing research community with integrated company that BOOTH 215 www.carterjmrn.com a strong industry presence offers extensive capabilities, in facilitating Web-enabled unequaled savings and C&C Market Research, an in-depth interviews and focus advanced technologies industry leader for over 25 groups worldwide through to support your business years, is the complete answer Civicom CyberFacility®. initiatives. We provide full- to all of your data collection We provide asynchronous service research solutions needs. Our highly trained research capabilities for online worldwide with our 20+ U.S. data collection specialists Central Fieldwork communities and online facilities, online panel of 400k+ and 48 beautifully designed KIOSK W research studies through our members and long-term global fi eld locations across the U.S., online bulletin board platform partnerships. With experience coupled with our state-of-the- Old, young, rich, poor, divided, solution Civicom Chatterbox®. in most research methods, art programming and data diverse or inclusive. Dogmatic, We enable rich, in-the-moment CRG Global has the resources transmission capabilities, will conservative, liberal and radical. insights for audio and video necessary to execute even ensure your next project is a Metropolitan, urban, rural and diaries, shopper insights, the most complex of testing success. regional. That’s Britain today. protocols. Forever thus. But here at patient journeys and mobile www.ccmarketresearch.com Central, we’re united. United qualitative research through www.crgglobalinc.com behind your brief. We’ll fi nd you our mobile insights app great people who represent ThoughtLight®. We provide mobile usability testing,

Translation Intelligence for Global Researchers

Meet the Pioneers in Insight Translation www.rptranslate.com @ Booth #611

L26 • The Event 2019 • LONDON • www.thequirksevent.com SPSS Statistics and Modeler; Merlin; Python; R; VBA; MS Critical Mix Dapresy SQL. BOOTH 507 BOOTH 109 DataExpert www.dataexpert.hu Critical Mix provides easy Dapresy provides a highly BOOTH 305 access to highly-targeted effi cient and effective data global survey respondents, reporting software for market DataExpert – as the largest dataSpring survey programming and research and customer independent data processing data visualization services for experience management. company in Europe, we KIOSK K market research and consulting The SaaS solution offers provide advanced operations dataSpring is a leading Asian fi rms. Driven by a passion for users fl exibility and choice in support across all sectors insights specialist offering simplifying data collection, delivery from standard cross of market research: survey one-stop solutions ensuring the team at Critical Mix is tables, PowerPoint and PDF programming, data processing, market researchers succeed. personally invested in giving downloads to highly visual and data visualization, custom IT We provide high-quality clients the ultimate customer interactive dashboards. Market development and support online and mobile samples service experience. Every research agency and enterprise in big data projects. We can in Asia, survey software project, no matter the size or professionals in more than 25 provide consulting expertise tools and data collection type, is supported by a team of countries utilize Dapresy Pro to for all survey types across every operations. Headquartered always-available, experienced clearly communicate complex specialist research sector. We in Japan, we have offi ces market research practitioners data from markets, users and thrive in successfully delivering around the world to serve our who anticipate your needs and customers. Founded in 2003, complex and multi-country global clients. With our 24/7 provide thoughtful customer Dapresy has a headquarters in research programs as well as operations hub in Manila, care. Service options include Sweden with a North American projects involving BI. While we’re uniquely able to manage a complete spectrum of high- headquarters in Portsmouth, being software independent, projects around the clock quality data collection tools N.H. In addition, the fi rm has DataExpert has considerable and support our clients with ranging from sample sources, several other client services expertise in the following tools each step of the research survey programming and offi ces around the globe. and industry-standard market fi elding, to report automation research software platforms: process. The company has and data dashboards. Critical dapresy.com Unicom Intelligence (formerly offi ces in Los Angeles, Tokyo, Mix is headquartered in Dimensions); Nebu; Askia; Shanghai, Seoul, Singapore and Westport, Conn., and operates Nipo; Confi rmit; Questback; Manila. globally. Call us at 1-800- Dapresy; Tableau; PowerBI; www.d8aspring.com 651-8240 or e-mail simplify@ criticalmix.com. www.criticalmix.com

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www.thequirksevent.com • LONDON • The Event 2019 • L27 across various industries. We translation and localization; thousands of projects in various differentiate ourselves from - audio transcription; - markets and sectors under others by staying ahead of face-to-face interpreting; our belt. A multidisciplinary Digital Taxonomy Limited the technology, performing - telephone interpreting; human team who provides top BOOTH 506 varied research methodologies, and - videoconference notch quality service in all the helping visualize the data interpreting. We feel that research phases. It is composed Smart software for market insights and adding value to language should never be of women and men of various research Digital Taxonomy the research initiative. Our a barrier to communication nationalities, allowing us to creates leading-edge open-text experience spans working for in any form. We will always understand what makes each coding and data automation varied industries and research empower each customer society tick. We know that software. Our customers are leaders across the globe. with the seamless ability to the nuances in lifestyles, the MR, data analytics and voice- The team has an extensive communicate with all target environmental conditions and of-the-customer companies knowledge of market research audiences, in any language the habits of each country affect looking for robust tools methodologies, understanding and in all formats, with total the decisions and opinions of that automate and enhance and analyzing data, working accuracy and whilst remaining its people, which we carefully real-world market research on multiple platforms and true to the company’s message, consider for each recruitment processes. Our products managing projects throughout tone and brand values. process. enable people and AI to the life cycle of a project. The Collaboration, transparency www.estudiosilviaroca.com work together, maximizing experience also spans across and clear communication will quality, dramatically improving using technology to bring always be prominent in how productivity and minimizing out insights, drive quality and eSense Translations manages effort. Codeit uniquely blends reduce costs. Global coverage its customer relationships. AI, machine learning and text through partners, presence We will continually invest into analytics to deliver unparalleled in U.S., U.K., Australia and the training and development free-text coding productivity India. Support clients in their of our staff, to enhance their E-Tabs with enhanced quality. Loadit is respective timelines, 75+ professional progress and BOOTH 414 a genuinely innovative data country coverage with the local their ability to deliver the best wrangling tool that automates language support. possible service. DATA VISUALIZATION / repetitive data processing tasks www.e2eresearch.com www.esensetranslations.co.uk AUTOMATED REPORTING / with a simple drag-and-drop INTERACTIVE DASHBOARDS visual workfl ow. / POWERPOINT CHARTING. www.digitaltaxonomy.co.uk E-Tabs has been providing cutting-edge data visualization EphMRA ESOMAR and reporting solutions to the market research industry BOOTH 115 BOOTH 112 for over 20 years. We help Creating excellence in businesses all over the globe ESOMAR is the global voice of boost their productivity Discover AI Limited professional standards and the data, research and insights practices to enable health by making the process of KIOSK B community. ESOMAR, the world producing their reports and care market researchers to association for market, opinion become highly valued business visualizations quick, simple and Discover.ai is an AI-driven tool and social research and data partners. EphMRA is the hub cost-effective. that accelerates the reading analytics, is the voice of the for excellence to empower process, making it quicker global data-driven research and www.e-tabs.com members to become the and easier for experts to analytics community. ESOMAR business partner of choice in discover new thinking and speaks on behalf of 4,900 providing insights and expert ideas, extracting value from professionals and over 500 advice. EphMRA creates a multiple text- and image-based companies in 130+ countries health care market research sources across markets and that provide or commission and analytics community eye square languages. Sources include research, including public that defi nes, develops and internal documents, brand Web and academic bodies, all of KIOSK Y shares best practice. We are sites, infl uencer and expert whom agree to uphold the continuously developing blogs, online magazine articles, ICC/ESOMAR International Eye square is a leading and strengthening the core forums, communities, technical Code. Together with national global provider of experience competencies that allow articles, social media and more and international research research. We specialize in members to achieve excellence associations, ESOMAR sets the fi elds of user experience, www.discover.ai as business partners and expert and promotes professional brand and media and shopper advisers. standards and self-regulation experience. A group of user www.ephmra.org for the sector and advocates experience researchers and the value of market, opinion experts in the fi eld of implicit and social research and research founded eye square E2E Research Services data analytics as an effective in 1999. Right from the start eSense Translations decision-making tool. eye square pioneered the use BOOTH 514 of eye-tracking for user and BOOTH 113 www.esomar.org market research. Based on our E2E Research is a leading experience, we have built up global one-stop solution eSense Translations exists to one of the largest databases of provider supporting all the offer the best-value solution commercial eye-tracking and major activities of market to overcoming any language emotional measurement data research services and large barrier. We aim to offer the Estudio Silvia Roca SL worldwide. These data allow data management. E2E is a following services to the BOOTH 607 us to benchmark how users combination of technology, highest standard, as cost- experience new Web sites, research techniques, quality, effectively as possible and At Estudio Silvia Roca, we are mobile applications products, experience, data visualization delivered in manner tailored professionals who collectively advertisements and marketing and value add. We support to each customer’s individual have years of experience and materials against established fi nding solutions to problems requirements: - Written

L28 • The Event 2019 • LONDON • www.thequirksevent.com MISSION IMPOSSIBLE: MAKING A CLIENT-READY DASHBOARD IN 30 MINUTES

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FIND US AT And talk with our experts about: BOOTH #414 DATA VISUALIZATION AUTOMATED REPORTING INTERACTIVE DASHBOARDS [email protected] POWERPOINT CHARTING e-tabs.com biomarkers. Eye square’s in research standards, we are signifi cant technology upgrade extensive client portfolio one of the few U.S. research and team expansion across all includes major companies such fi rms ISO-20252:2012 certifi ed. G3 Translate offi ces. as eBay, LG Electronics, Allianz, www.focuscrossroads.com KIOSK H www.globalexicon.com Deutsche Telekom, Google, P&G, just to mention a few. G3 Translate was founded Our teams are based in Berlin, specifi cally to assist market London, Seoul and Tokyo, research companies with multi- from where they conduct their GNN Research Group language projects for global innovative projects in all parts markets. Whether you require KIOSK T of the world. Focus Suites the translation of surveys and GNN Research Group LLC is www.eye-square.com BOOTH 605 focus group materials, in- language coding of verbatims a full-service market research Focus Suites has been a leading or assistance in understanding company founded in the year provider of focus group facilities cultural differences, G3 provides 2003 in UAE. GNN also has for over 20 years. Our luxurious the best value – unparalleled its online panels across the state-of-the-art facilities are speed, competitive rates and Gulf, African and Asia-Pacifi c Fieldwork Inc. supported by knowledgeable, exceptional customer service. regions. GNN Research Group experienced staff in-tune with LLC provides market research BOOTH 606 your project and business g3translate.com and online data collection needs. Focus Suites’ versatility solutions for B2C and B2B Fieldwork Inc. has provided and fl exibility allows us to research clients. We offer end- recruiting, facilities and online effi ciently serve client needs to-end market research services tools for research professionals while providing unparalleled from questionnaire design to for over 35 years. Fieldwork has GapFish GmbH customer service. Focus Suites reporting. 15 focus group facilities across BOOTH 503 has been voted one of the “Top the country, each with on-site gnnresearchgroup.com Rated” focus group facilities recruiting, local databases and GapFish GmbH is a Berlin- in the world by the Impulse experienced project managers. based provider of online market Survey, making more than a Fieldwork Network is a group research. We have over 300,000 decade of consecutive top of dedicated project managers panelists in Germany, Austria ratings for our company. At that fi eld multi-city projects and Switzerland with over 650 Focus Suites we pride ourselves IFF International across the globe, with one point profi le criteria. We cooperate in offering world-class services of contact for everything from with Mediengruppe RTL BOOTH 403 and amenities, from our bidding to invoice. Fieldwork Deutschland, SPIEGEL Gruppe, experienced and professional For more than 23 years, Anywhere can make any two Mediakraft, the Austrian Gallup staff to our spacious client IFF International has been rooms into a fully equipped Institute and other renowned work spaces to the latest in conducting telephone market focus group facility including partners to offer a wide variety technology services. research studies using mainly recording, hosting, recruiting of special panels. Our mission is CATI methodology and and observation area – great www.focussuites.com/index.asp to generate high-quality survey successfully meeting the for small markets. Fieldwork results that help you achieve needs of the most important Webwork provides all of the your goal. We‘re a member worldwide institutes and tools and support needed for of acknowledged industry agencies in every industry online research. Focus on the associations (BVM/ESOMAR/ sector, from automotive to food research. We’ll do the rest. DGOF) and are committed to the international code for and beverage, retail, FMCGs, www.fi eldwork.com Full Circle Research market and social research. In fi nance and banking, energy KIOSK Q addition, we meet the strict and utilities to socio-political demands of the international studies. With our multilingual Named Inc. 5000’s No.917 for standard ISO 26362 and staff, more than 500 native- 2017, Full Circle Research is the highest data protection speaker telephone interviewers Focus Crossroads the fi rst and only U.S.-based regulations. and 240 CATI stations, we online consumer sample work from our offi ces in U.K., BOOTH 208 provider to earn ISO 26362 gapfi sh.com Germany and Italy. Focus Crossroads is a global certifi cation and the only www.iff-international.com qualitative research recruiting company to offer HoNoR TM fi rm, giving clients access (Holistic Next-level Research ). to the people, in the places This enhanced survey GlobaLexicon and with the ideas that drive experience is unprecedented BOOTH 404 their business. Expert guides and automated – a marriage and research specialists who of advanced technology, fl exible community strategies GlobaLexicon is the leading Ignite Collective manage the unexpected translation and language service and deliver a rewarding and industry-leading quality BOOTH 512 controls that gives business provider to the market research experience in a constantly sector. Led by experienced changing landscape. Some of decision makers immediate The Ignite Collective is a access to the purest data in the MR professionals, our team group of women-owned our resources include a B2B/ of 80+ works internationally consumer database, an internal industry. Full Circle’s foresight, companies brought together agility and commitment to across a range of qualitative by the common goal CATI center and a full range of and quantitative projects, from strategic qualitative insights. innovation translate into a of understanding new and uniquely proactive, consultative health care to consumer. Our interesting ways of conducting Centralized in the N.Y. Metro in-depth knowledge of the market with access to luxurious experience. research, collecting data research industry, commitment and generally creating a suites across the United States. www.ilovefullcircle.com to outstanding quality and Committed to best practices client- and participant- consultative approach continue centric experience. Through to set us apart. This year sees our affi liation, we have a global continued strong growth, a reach. Combined with our

L30 • The Event 2019 • LONDON • www.thequirksevent.com complementary skill sets, we things like research design organizations could contribute are able to provide you with the and management, data design their experience and discuss coverage or support you need and organization and insights the best ways to make insight for any kind of research project discovery, analysis, visualization Insight Management make a difference. If you would no matter where or what it is. and reporting. Academy (IMA) like your organization to join us and help to defi ne, develop theignitecollective.com www.infotools.com BOOTH 624 and disseminate insight best practice, then please become a The Insight Management corporate member. Academy is the center Ingress of excellence for insight www.insight-management.org generation, insight BOOTH 309 management and insight Infotools communication. We provide Ingress is one of the leading KIOSK X consultancy, training, suppliers of software solutions benchmarking and best practice Intellus Worldwide for feedback management, Infotools is an award-winning research to help insight teams market research and employee BOOTH 207 software and services provider, all over the world to work more surveys. Ingress’ customers effectively. The IMA began its with particular expertise Intellus Worldwide is the include market research best practice work in 2003 when in processing, analyzing, birth of two well-renowned institutes, consulting fi rms, its founders, Steve Wills and visualizing and sharing market industry associations coming fi nancial service providers and Sally Webb, published a best research data. We have almost together. Collectively, PBIRG major industrial and service practice report on customer three decades of experience (Pharmaceutical Business companies in Europe. Ingress’ insight management and working with both in-house Intelligence & Research Group) cloud-based survey platform communication. The companies corporate insights teams as well and PMRG (Pharmaceutical handles over 130 million e-mails involved in the research which as market research agencies. Marketing Research Group) a year worldwide and up to 8 led to the report, including Our powerful cloud-based have over 100 years of million interviews. Boots, British Gas, Nokia, software platform, Infotools experience in the health care Sainsburys, Vodafone and Royal Harmoni, is purpose-built for www.ingress-survey.co.uk marketing research industry. Bank of Scotland, said that market research data. From In January 2018, these two they would like to take part in a data processing through to organizations joined together regular forum where they could analysis, reporting, visualization, to form Intellus Worldwide, continue the discussions about dashboards, distribution and Your Association for Healthcare best practice. Since early 2005, data alerts, Harmoni is a true Insights and Analytics. Intellus the Insight Forum has met every “data-to-decision-making” Worldwide services global quarter in London, and the solution. We also offer data manufacturers and service IMA was created so that more experts who can help with providers representing

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L32 • The Event 2019 • LONDON • www.thequirksevent.com pharmaceuticals, biologics, provide consultation, design studios over a single, spacious, medical device and diagnostics questionnaires, source samples, fully-accessible fl oor. We’re and patients. fi eld surveys, analyze data and committed to being the best-in- report valuable insights to class and to offering our clients www.intellus.org iResearch Services our clients is unmatched. Our a premier experience that BOOTH 500 clients focus on implementation exceeds expectations. i-view’s and strategy rather than fi elding venues are ideal for conducting iResearch Services offers and tabulations. Qualitative and all types of qualitative studies, Inview Veldwerk services ranging from CATI, quantitative methodologies including eye-tracking, dial enhance one another as a testing, user experience and KIOSK Z CAWI, panel research to recruiting. We also offer blend combined solution or can neuromarketing. We look be provided as stand-alone forward to welcoming you to Inview Veldwerk is specialized in of mix, thus advising our clients services. Contact us today for i-view! carrying out face-to-face market on how they can reduce their “Insights that provide clarity research in the Netherlands. research costs. Our proven www.i-viewlondon.com and drive action.” Our experienced project methodologies have helped leaders and project planners will several clients to get faster www.ironwoodinsights.com accompany the fi eldwork and results through our own global guide our team of interviewers online panel, including our during the accomplishment. proprietary ITDM (information Kadence International technology decision makers) We have interviewers from BOOTH 602 all corners and ages, each panel. with their own specialty and www.iresearchservices.com i-view London Kadence, a global boutique experience. When it comes to insight consultancy with BOOTH 408 quality, we can proudly say that offi ces in the U.S., U.K., India, we are ISO 20252 certifi cated as Singapore, Indonesia, Vietnam, i-view is an award-winning well as a member of the MOA Philippines, Hong Kong and viewing facility brand, offering and ESOMAR. As a certifi cated China, works with some of our clients the highest levels of work placement company (SSB), the world’s largest brands, Ironwood Insights Group service and satisfaction across we accompany youngsters in providing global coverage our three city center locations economic life and teach them KIOSK N at a local level. Kadence based in London, Leeds and about market research. Insight delivers “Insight Worth Warsaw. Each venue has been Ironwood Insights Group Sharing” to clients across a www.inviewveldwerk.nl custom-built as a contemporary leads the market research wide range of business sectors, hub for researchers and each industry by offering a seamless whilst Kadence Data Solutions provides our clients with combination of all research highlight ‘The People Behind technologically advanced methodologies. Our ability to the Data” to the leading global

www.thequirksevent.com • LONDON • The Event 2019 • L33 management consultancies can also deliver the output on creative ways of connecting video to vividly bring insights to needing to conduct primary iPads, iPhone, smartphones and brands and consumers. As life. - 33 languages, covering 4 research. All of our clients tablets. the leading digital data billion people around the world. value access to our leading- collection specialist, we build www.knowledge-navigators- liveminds.com edge, Web-based data capture richer profi les of millions of research.com systems (including CATI call people across the globe and centers in each location), leverage our fi rst-party panel centralized reporting (24/7), relationships and patented advanced analytics, ISO 9001/ Honesty Detector, along with LivingLens ISO 20252 quality accredited KnowledgeHound our Programmatic Gravity BOOTH 509 processes, creative design-lead BOOTH 405 Network, to deliver the reporting and total peace of “buy and why” insights that LivingLens captures and mind. KnowledgeHound simplifi es power today’s decisions. And analyzes video content via our incredibly talented and www.kadence.com how companies organize and speech, actions and sentiment, access consumer insights – we award-winning survey design translating human behavior build a unifi ed, searchable team can help you reach your into insights. We make working database for your market target customer seamlessly. with video effi cient and scalable KNect365 research data so your team Headquartered in Warren, by breaking down video into a can easily and effi ciently New Jersey, with offi ces usable data asset that enables BOOTH 202 locate the insights you need. around the globe, Lightspeed fast insights creation. Stunning visualization tools is part of Kantar, one of the livinglens.tv We think our name says a lot and powerful analytics make world’s leading data, insight about us. We have always it easy to transform data and and consultancy companies. aimed to satisfy the world’s insights into effective business Learn more about us at www. hunger for information with intelligence while secure, cloud- lightspeedresearch.com. quality content, unique insight based technology lets your and expert speakers. Our www.lightspeedresearch.com team share information across Markelytics Solutions customers now come to us for units, geographies and business more than reliable data and partners for a broader impact. BOOTH 505 informed opinion. Increasingly we provide the connections www.knowledgehound.com Linkfl uence Markelytics Solutions Limited that help them continue to KIOSK C is a leading global market grow. That’s why our division of research agency providing Informa is now called KNect365. Linkfl uence transforms the way end-to-end research solutions, KNect because we’re experts global brands collect, analyze trusted by the best. With in connecting people to Leyhausen Research and leverage customer insights. over 14 years of experience knowledge and networks, 365 With our leading social listening in successfully completing 4.1 because you can benefi t from GmbH tools and team of local research million surveys covering 80+ our services every single day. BOOTH 212 analysts, we analyze real-time markets, Markelytics has a social data to help brands and worldwide presence to facilitate marketing.knect365.com Leyhausen Research GmbH is agencies make better business real market intelligence using an international fi eld service decisions. the latest methodologies, best- provider with offi ces and fi eld in-class research techniques forces in Europe, the Middle linkfl uence.com and cost-effective measures for East and Africa. The Leyhausen the world’s leading research teams in Europe, and especially professionals and agencies. Knowledge Navigators in the Middle East and We are a leading provider of KIOSK L Africa, can contribute local full-service research, global knowledge and local expertise Liveminds project management, MR at any stage of a survey. For Knowledge Navigators is the KIOSK U outsourcing and online panel exclusive Red Centre Software over 25 years, Leyhausen has services. Our services include distributor for USA and EMEA. offered fi eld services ranging Behavioural Recruitment – MR full-service, global project With Ruby, Laser and the from consumer in-house Fresh research participants management, data collection, associated software, we offer a surveys to ethnographies, matched from 2 billion people. survey programming, data complete end-to-end solution covering quantitative and We help brands get authentic processing, analysis and for collecting MR data to report qualitative approaches. The consumer insights by fi nding reporting. Our specialty the results of ad hoc as well latest technologies for data the best research participants panels include a dedicated as complex tracking studies. collection are used in order to from real behavior. Behavioural proprietary health care panel The software can read various provide tailored services to our Recruitment is a radically set up with extensive reach in data formats, such as Excel, worldwide clients. The portfolio different approach, powered North America and Europe. The SSS, SPSS, Quantum, etc. Ruby is completed by in-house data by live social data on 2 billion collective expertise, talent and contains a large set of features processing, reporting and people in 190 countries. We profi ciency of our team help us and functions, such as cleaning, moderation services. don’t have a database – we deliver best-in-class services to our clients across different weighting, construct, verbatim www.leyhausen.com fi nd fresh participants for coding, analysis, reports, tables every project. Behavioural time zones with unmatched and graphs. It can interact with Recruitment won the Market effi ciency. MS Offi ce, SPSS, R and VBA Research Society Operations www.markelytics.com or Visual Studio for scripting. Lightspeed Award 2018 for Best Support Customers can integrate Service Research platform BOOTH 600 output from Ruby in MS Word, – Liveminds is a simple, mobile, Powerpoint or Excel for end- At Lightspeed, we are on a online qual platform that gets client deliverables. Laser is mission to help clients discover you closer to your participants: our online interactive client truth through data and boldly - Mobile apps that work online deliverable portal for the MR challenge the status quo to and off so participants can agents and their end clients. It fi nd faster, more modern and capture any moment. - HD

L34 • The Event 2019 • LONDON • www.thequirksevent.com Real Consumers. Right Data. Remarkable Service.

By engaging with consumers in Through our Sourcing and meaningful ways, you’ll capture Sampling capabilities, you get data on what they think, what access to 5.5 million global content they see and what they panelists with more than 2 billion do. Our Modern Survey Design data profiles. Utilizing our vast techniques enable you to know database, we help you build more by asking the right richer consumer profiles. questions in the right way.

Bring us your challenges and we’ll find answers through our Connected Data Solutions. From real-time survey integrations, to leveraging existing data sources, to media activation, we help you harness the power in your consumer data.

www.lightspeedresearch.com household samples. Capabilities high-quality with our real-time include business sampling, electronic countermeasures online/Web sampling, address- to insure quality data Murray Hill National based sampling, cell phone (IQD™). Real-time reporting, Market Cube sampling and screening. dashboards and crosstabs that BOOTH 626 BOOTH 210 PRO-T-S® is a predictive dialer are presentation-ready are Established in 2013, Murray specifi cally designed for the always a few clicks away on all Hill National has tremendous At Market Cube, our mantra survey research environment. projects. We are the solution experience in qualitative and is “we help you shine.” We U-Dial is dialing software that you’re looking for. quantitative marketing data specialize in the heavy lifting of mitigates the TCPA violation mindfi eldtech.com collection and analysis. In data collection, reporting and risk of interviewing cellular short, we provide answers programming. We created a phone numbers. ARCS® is to your pressing business custom platform that enables an automated feedback and questions and issues through us to engage, manage and panel management platform our proprietary consumer, expand client lists and custom for recruitment, scheduling, Mindlab B2B and medical databases research panels. Our specialty data collection and custom BOOTH 311 and talented in-house market is managing complex fi elding reporting. research team. Our project and to your requirements and www.m-s-g.com At Mindlab, we go beyond what fi eld management team work specifi cations, regardless of people say to determine how out of our 40-station call center primary or secondary research. they really feel on an implicit/ located in Dallas that operates By allowing Market Cube the subconscious level. Using our seven days a week and two privilege of managing your Maru/Blue online consumer research shifts. We have a beautiful projects, you can spend more tools we can quantitatively state-of-the-art market research time focusing on the data and KIOSK V test people around the globe center in Dallas and partner in delivering trends and insights to quickly and cost-effectively. 40+ U.S. locations including your clients and stakeholders. Maru/Blue began disrupting the market community industry in We have a unique set of tools Atlanta, Chicago, Boston, www.market-cube.com 2000. Our market communities to understand how people Cincinnati, Miami, Denver, broke new ground, adding really feel on a gut level. Our New York, New Jersey and Los depth and richness to clients’ decisions are heavily infl uenced Angeles. by factors outside of our understanding of what www.murrayhillnational.com motivates their customers and conscious awareness. If you shapes their markets. Now, as want to understand the real Marketing Research drivers of consumer behavior Education Foundation part of the Maru Group, we continue to provide reliable you need to go beyond what (MREF) global data connections for people say. Our approach is fast, quantitative, truly BOOTH 206 agencies, brands and market Netquest research fi rms. Springboard innovative and proven to work. BOOTH 513 MREF is a high profi le, industry- America and Maru Voice themindlab.co.uk wide initiative that involves Canada, established more than Netquest is the number researchers from every level a decade ago, are a testament one provider of opinion and of the marketing research to our commitment and depth digital behavior data in the industry across the globe. The of engagement. More recently market research sector in Latin foundation will use fi nancial and we developed the Maru MIS Group Intl. America, Spain and Portugal. human resources to provide Voice Canada Business and We count on more than 10 BOOTH 406 the tools necessary to give Springboard America Business years of experience in creating children and youth access to Forum, both excellent sources MIS Group helps agencies representative panels of the a quality education. MREF for business-to-business population, being the only funds projects that promise to research. uncover excellent insights through fl exible and innovative company in the region to be improve education worldwide www.marublue.net certifi ed with the ISO 26362 and seek to unite researchers fi eldwork solutions. From online survey scripting/hosting and standard, specifi c for online from around the world to help, access panels. Thanks to our whether through teaching, panel administration to viewing facility hiring and recruitment, cross-device technology, we are building a school, installing the only company capable of computer libraries or simply Mindfi eld – Tech our clients love working with our dedicated and knowledgeable offering integrated information reading to children. With Integration and Audience about the consumer. Besides these efforts, MREF hopes to team. Since 2001, MIS Group Insights has become renowned for our two offi ces in the U.S., we transform the lives of children also have the support of our through education. KIOSK M fl exible turnaround and pricing structures, all while international team EMAP, based in Barcelona but with coverage mrgivesback.org Boasting a rich tradition of over maintaining the quality of our across Europe, Middle East, 40 years in market research and survey scripting and panel of Asia and Pacifi c. data collection as McMillion over 660,000 consumers in the Research, Mindfi eld Tech U.K. and France. Join us at our www.netquest.com Integration and Audience stand to discover our unique Marketing Systems Insights is the high-end, single Instant Insight solution for your quantitative project needs, Group resource for all of your online and CATI needs. State-of-the- alongside a taste of our lavishly BOOTH 304 art online solutions that are modern viewing studios for your robust and pleasing to both qualitative research! Marketing Systems Group Neuro-Insight UK LTD client and online users are en.misgroup.io provides innovative products daily deliverables for our team. BOOTH 307 and services to the marketing Coupled with MindField Online, Neuro-Insight is one of the and sensory research fi elds. the premier consumer panel, world’s leading neuromarketing GENESYS includes random- research is done right and in digit dialing and listed fi rms. Our patented Steady-

L36 • The Event 2019 • LONDON • www.thequirksevent.com

State Topography technology us to fulfi ll your project needs delivers passive, granular effi ciently and on budget. insights into viewer brain Unlike most companies, we response to content of any don’t just deliver sample, kind – the only neuromarketing One Global Solutions we understand sample. We Pollfi sh technology to be both LTD know what respondents KIOSK G commercially and scientifi cally BOOTH 504 want or don’t want, like and validated. For our clients, dislike, how they behave and Pollfi sh is an international Neuro-Insight uses the unique One Global is a U.K.- what motivates them. We market research provider power of this technology to headquartered language utilize proprietary sampling offering access to the largest work throughout the creative services provider specializing technology and provide sample distributed audience of real process from concept to in the market research sector. in hard-to-get areas, including consumer respondents in media placement and to prove Our services include translation, strong male, Hispanic/ethnic the world. Using a modern the value of unique media localization, transcription targets, Millennials/teens and sampling methodology called situations and outlets. and interpreting via a global multinational audiences. organic sampling that merges neuro-insight.com network of specialist market try.p2sample.com mobile delivery, artifi cial research linguists, enabling us intelligence and a massive to offer round-the-clock support audience network, Pollfi sh is to our clients. 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Study design to testing, copy testing, brand and and services that they deliver Triple-S and creates crosstabs analysis or just fi eldwork/data advertising tracking and custom and optimize the customer with all the basic statistics collection. Your one-call partner research projects to your specs experience driven by those you need. Directly in Excel. for all research needs in the in 1/10th of the time and at commitments. The needs of Updatable with new or other U.S. Contact us today! bids@ 1/10th of the cost. our clients direct what we data. Offi ceReports Link is opinionsltd.com do. We are technology and a menu in PowerPoint that www.popresearch.com www.opinionsltd.com methodology agnostic. We links the contents, fonts and recommend to our clients only background colors from Excel those activities that will enable ranges to native PowerPoint them to achieve their business tables, charts and shapes. goals. At Phoenix, Research is ProdegeMR Presenting your survey data P2Sample Reborn every day. as infographics in reports has BOOTH 300 never been easier! BOOTH 608 phoenixmi.com ProdegeMR has reinvented www.offi cereports.com P2Sample’s active member the market research process panel consists of 50+ million by taking a respondent-fi rst members worldwide. As one approach. Our diversifi ed of the most sophisticated recruitment methods and world- technology-driven sample class consumer engagement providers in the industry, model comprised of over 50 our strong aptitude for million registered members programmatic solutions allows fosters member retention and

L38 • The Event 2019 • LONDON • www.thequirksevent.com ongoing participation. This expertise into powerful yet Android and Kindle Fire app;, a your study successfully.Reckner extends many benefi ts to our easy-to-use solutions for over LinkedIn Group; and the most Healthcare provides global clients, allowing for delivery of 20 years. Our clients gain visited and most comprehensive health care fi eldwork for health recontact surveys, longitudinal insights at the speed of their industry Web site. Free access care and pharmaceutical studies, in-home use texts and business so they can delight at: www.quirks.com. research. An industry leader, ongoing research programs. their customers, build a strong Reckner maintains its own www.quirks.com brand and control the key proprietary panel of physicians, www.prodege.com drivers of future growth. Speak health care professionals, to us if you want to apply hospital administrators, payers, agile and automated insights decision makers and opinion processes to keep up with Rakuten Insight leaders. Built exclusively for Protobrand ever-changing business needs BOOTH 110 survey research, our health BOOTH 313 and shorten research processes care panel delivers national through automation without Rakuten Insight is the leader representation and specialty Protobrand is a technology- compromising on proven in online market research distribution proportionate to powered market research research methodologies. data collection across Asia. U.S. universe. We also provide custom-built specialty panels and branding consultancy www.quenchtec.com Our proprietary online panels committed to advancing currently cover 12 key Asian and global capabilities via our how the world uncovers markets: Japan, China, Korea, strategic partners network. human truths. Through our India, Taiwan, Thailand, Hong www.facebook.com/reckner- proprietary survey software, Kong, Singapore, Malaysia, corporate Meta4 Insight®, we rejuvenate Indonesia, the Philippines and traditional quantitative research Quest Mindshare Vietnam. Since 1997, we are one with deep-seated System 1 BOOTH 412 of the fi rst companies in Asia (behavioral economics) insights. to offer various target types We work with leading global Established in 2003, Quest for online research, such as Research & Results brands across industries to Mindshare has one of the most consumers, IT decision makers, BOOTH 622 uncover decisive insights that extensive and fl exible groups B2B, fi nance, automotive, kids propel brands to unparalleled of online panel assets in the and teens, media, patients, The annual Research & Results success. industry. With a solution for physicians, travelers and many show in Munich, Germany, is the almost every B2B and consumer www.protobrand.com others. Using a consistent leading international trade show need, Quest is global, with its network of local offl ine partners, for market research. Admission greatest strengths in North apart from online we can collect is free for industry visitors. America and Europe. Let data in all of Asia via mixed The two-day show offers an us know what your hard-to- methodologies, such as CATI, exhibition and more than 130 fi nd audience is and we will Q&Q Research Insights/ CAPI or CLT (central location workshops and presentations. either offer support through QQRI testing) or we can directly Research & Results publish our diverse panel assets or conduct offl ine fi eldwork – F2F, leading market research media BOOTH 615 recommend ways to get it mall intercept, door-to-door, in print, online and mobile: done. 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We are trusted fi eldwork and facility there for you and your projects, Research Media partner for your United States Research America anywhere in India – that is what BOOTH 627 research. Our companies you can rely on. We will fi nd the BOOTH 203 provide state-of-the-art testing right solution for your research Quirk’s looks like a magazine facilities and reliable, verifi ed Research America is a nimble, needs with regards to methods and reads like a magazine. But health care fi eldwork: Reckner value-based full-service and and content and use innovative it is much more. It is a place Facilities provides sensory and fi eld market research fi rm and out-of-the-box solutions, where the best, brightest and product testing facilities located providing organizations with techniques and technologies. boldest in marketing research – near New York City, Philadelphia consumer insights needed to Thus, we provide you with valid clients and agencies alike – can and the Midwest. And with our enhance products and services results and marketable fi ndings exchange their best thinking. network of validated partners for their customer base. With – in this you can trust. Everything we cover is designed across the United States, we 300 researchers, 14 offi ces to promote the use, value and qqri.com successfully manage data and one team, we provide understanding of marketing collection anywhere in the quantitative and qualitative research and lead you to nation, not just top-tier markets. services to research and innovative insights. Quirk’s is With hundreds of clients and end-user companies around written for – and read by – a thousands of projects, we the world. We are experts in global community of leaders in Quench Technology Ltd have substantial in-country coding, analytics, surveying, corporate marketing research BOOTH 413 expertise and have access to data collection and recruiting. departments. 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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!

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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 Th e Quirk’s Event man- Quirk’s in 1994. As president, Steve Dan began his career at Quirk’s in ager since its founding in 2015. She is oversees Quirk’s staff and all daily 1993. His focus is on developing future responsible for the overall execution operations and ensures that Quirk’s is strategies and engaging with industry of the event. Kari has over 10 years of off ering its audience the best market- end clients. At Th e Quirk’s Event, he experience managing events and is a ing research content possible. rings the chimes. Certifi ed Meeting Professional (CMP).

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www.thequirksevent.com • LONDON • The Event 2019 • L47 ••• 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!

ASKi GmbH ...... p. L25 B2B International ...... p. 59 Bilendi GmbH ...... p. L23 49-40-32-56-710 | www.aski.de 914-761-1909 | www.b2binternational.com 44 207 819 2820 | www.bilendi.co.uk

Burke Institute ...... p. 5 C&C Market Research, Inc.Inside Back Cover Clear Seas Research ...... p. 7 800-543-8635 | www.BurkeInstitute.com 479-785-5637 | www.ccmarketresearch.com 248-786-1683 | www.clearseasresearch.com

Communicus ...... pp. 46-47 Conﬁ rmit ...... pp. 34-35 Consumer Opinion Services, Inc...... p. 55 520-751-9000 | www.communicus.com 212-660-1800 | www.conﬁ rmit.com 206-241-6050 | www.consumeropinionservices.com

Critical Mix ...... pp. 30-31 E-Tabs ...... p. L29 Fieldwork Network . . pp. 44-45, Back Cover 800-651-8240 | www.criticalmix.com 888-823-8227 | www.e-tabs.com 800-TO-FIELD | www.ﬁ eldwork.com

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Ironwood Insights, LLC ...... p. L33 Lieberman Research ...... p. 73 Lightspeed ...... p. L35 215-688-8469 | www.ironwoodinsights.com 516-829-8880 | www.liebermanresearch.com 908-605-4500 | www.lightspeedgmi.com

136 Quirk’s Marketing Research Review // January 2019 www.quirks.com Market Cube LLC ...... p. L37 Maru/Blue ...... p. L27 Marketing Research Education Foundation . . p. 65 843-628-5072 | www.market-cube.com 44-1489-779800 | www.marublue.net 903-484-MREF | www.MRGivesBack.org

Medscape Market Research ...... p. 71 MindField Tech ...... p. L21 Murray Hill National ...... p. 85 212-301-6700 | www.medscape.com 304-343-9650 | http://mindﬁ eldonline.com 972-707-7645 | http://murrayhillnational.com

O’Connell Group, Inc...... pp. 32-33 Olson Research Group, Inc...... p. 67 OvationMR ...... pp. 42-43 203-834-2900 | www.oconnellgroup.com 267-487-5500 | www.olsonresearchgroup.com 212-653-8750 | www.ovationmr.com

P2Sample ...... pp. 20-23, L39 Phoenix Marketing International . . . . . p. L41 Pop Research ...... pp. 26-27 404-446-2720 | www.P2Sample.com 888-876-7641 | www.phoenixmi.com 800-974-4890 | www.popresearch.com

ProdegeMR, LLC ...... p. L7 Quest Mindshare ...... p. L15 Quirk’s Talent ...... p. 11 310-294-9599 | www.prodegemr.com 416-860-0404 | www.QuestMindshare.com 651-379-6200 | www.QuirksTalent.com

Rakuten Insight/AIP ...... p. L32 RIVA Training Institute ...... pp. 40-41 RP Translate Ltd...... p. L26 212-719-7525 | https://insight.rakuten.com 301-770-6456 | www.RIVAinc.com 44-117-379-0400 | www.rptranslate.com

Schlesinger Group ...... Inside Front Cover Scientiﬁ c Telephone Samples ...... p. 75 SurveyMonkey ...... pp. 9, 24-25 866-549-3500 | www.schlesingergroup.com 800-944-4STS | www.stssamples.com 860-670-6015 | www.surveymonkey.com

Toluna ...... pp. L45, 50-51 YouGov ...... pp. 38-39 866-296-3049 | www.tolunainsights.com 475-235-6026 | www.yougov.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 January 2019 // Quirk’s Marketing Research Review 137 ••• Conversations with BEFORE YOU GO corporate researchers

10 minutes with... Silvana Amparbeng Global Market Intelligence – Research Manager, Worldpay, London

You’ve worked and studied in Italy, Spain, France and the U.K. How do these experiences impact your current role at Worldpay? I am responsible for the European division of the group. Having lived in the key markets of my division allows me to understand the competitive dynamics and

g market conditions in a deeper way, giving me an edge when interpreting research n e b r results and providing recommendations. a p m A na Of the market segments you have researched, is there one that is harder to get a va Sil handle on than others? I have to say that I’ve enjoyed researching both the health care and fi nancial services sectors and feel quite lucky in that sense. These two sectors are very relatable and research within these fi elds has always enriched me at a personal level, not only professionally. “I feel the Delphi method What methodology or technique do you use on a regular basis that you feel is currently undervalued by the MR community? is often undervalued by I feel the Delphi method is often undervalued by the corporate research community. When working agency-side, we would often use this method to inform our forecasts and put research results into perspective. It is indeed a costly research the corporate research method and I understand that most corporate researchers simply don’t have budget for this. However, it is defi nitely worth investing in the method, especially when community.” working on strategic plans for the business. Can you offer a few tips for marketing researchers fi nding it diffi cult to effectively leverage big data on a budget As mentioned previously, budgets heavily infl uence the research road map – and exploiting the full potential of big data comes at a cost. In the fi nancial services industry in particular, legacy technology and software make it even more diffi cult to analyze large amounts of data. In most cases the data itself is hosted in separate platforms that are unable to communicate to each other to match diff erent pieces of the same information, therefore reducing the value of the analysis. A tip to make sense of these data lakes without breaking the bank - literally - is to make use of internal technology teams and hire the best talent. Also, many professional organizations off er training in data science and for many researchers an investment in such programs will make them stand out from the crowd as an incredible asset for their organization.

Silvana Amparbeng will be sharing a case study presentation at The Quirk’s Event in London titled, “How to Build a Market Intelligence Organization that Matters: A Case Study.” Read the full interview at www.quirks.com/articles/2019/20190122.aspx.

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

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