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DOES TECH CONNECT THE DOTS? HIGHLIGHTS FROM THE FOCUSVISION 2016 ANNUAL MR TECHNOLOGY REPORT

PLUS Using semiotics to understand responses to ads The power of creating brand memories SPECIAL SECTION A twist on TURF Innovative Applying biometrics to Products and Services consumer product research

ADVERTISING SECTION Quirk’s Marketing Research Review June 2017 26 Top Pharmaceutical Volume XXXI Number 6 Marketing Research Companies www.quirks.com

Quirk’s Marketing Research Review CONTENTS June 2017 • Vol. XXXI No. 6

DEPARTMENTS 6 Click With Quirk's page 32 8 In Case You Missed It... For marketing research and insights professionals 11 Ask the Expert page 12 Survey Monitor 50 18 Innovative Products & Services DOES TECH CONNECT THE DOTS? page 60 26 Top Pharmaceutical HIGHLIGHTS FROM THE FOCUSVISION 2016 Marketing Research Companies ANNUAL MR TECHNOLOGY REPORT 38 70 Names of Note PLUS Using semiotics to understand responses to ads page 72 Research Industry News The power of creating brand memories 28 SPECIAL SECTION 75 Calendar of Events A twist on TURF Innovative Applying biometrics to Products and Services consumer product research page 77 Index of Advertisers 18 78 Before You Go…

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Quirk’s Marketing Research Review ADVERTISING SECTION 46 651-379-6200 | www.quirks.com June 2017 26 Top Pharmaceutical Volume XXXI Number 6 Marketing Research Companies www.quirks.com Publisher • Steve Quirk page [email protected] | x202 60 Editor • Joseph Rydholm ON THE COVER [email protected] | x204 Digital Content Editor • Emily Koenig 32 Does tech connect the dots? [email protected] | x210 Highlights from the Circulation Manager • Ralene Miller FocusVision 2016 Annual MR [email protected] | x201 Technology Report Production Manager • James Quirk By Sheila Wilson and Tim Macer [email protected] | x206 Directory Sales • Ilana Benusa [email protected] | x213

56 Watch and learn V.P. Sales • Evan Tweed TECHNIQUES [email protected] | x205 Quantitative tools for measuring 38 A memorable impression consumer reactions and behavior Sales • Lance Streff [email protected] | x211 How to create brand memories in By Leanne W.S. Loijens advertising By Charles Young ••• moving? make sure COLUMNS Quirk’s comes with you! 46 Studying the subconscious Send change of address information Applying biometrics to consumer 10 Trade Talk to [email protected] product research Client-side researchers offer tips By Daniel Blatt and Michelle Niedziela for vendor exhibitors By Joseph Rydholm Download the Quirk’s iPad, iPhone or Android app to view this issue. 50 Signs of confusion 28 Data Use Using semiotics to understand Using TURF to find something An interactive downloadable PDF of consumer responses to advertising this magazine is available at www. for everyone By Laura Oswald quirks.com/pdf/201706_quirks.pdf. By Mark Travers Follow us on Twitter @QuirksMR.

4 Quirk’s Marketing Research Review // June 2017 www.quirks.com

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Looking for a supplier? Best in show at the 2017 n addition to striving to be a top content provider in the marketing research Quirk’s Events Iindustry, Quirk’s also boasts comprehensive searchable online directories for goo.gl/jSMM26 500+ research services and industries of specialization, including:

• online interviewing; Event spotlight: The Insight • focus group facilities; Show • marketing research software; goo.gl/kNwZNY • mystery shopping providers; and • research panels. Study shows consumers plan to This September we will once again publish our Researcher SourceBook – a save tax refunds directory of nearly 6,000 companies. goo.gl/g36gV3 All these directories can be found online at quirks.com/directories. ResearchIndustryVoices.com

••• coming soon Yes, even B2B buyers are inﬂ uenced by emotion Quirk’s research on researchers! goo.gl/I4CQL8 f you liked our research on researchers in the past, you may be anxiously await- Iing Quirk’s annual corporate research survey. For more than 30 years Quirk’s has been collecting responses from our subscribers. Quirk’s also conducts the larg- Including emotional est annual salary and compensation survey in the industry. All of this data will components in consumer be combined in a comprehensive Corporate Researcher Report and delivered in engagement research September with our annual Researcher SourceBook directory. goo.gl/Biayvh

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Survey says … Trump won? Humility: the golden ticket in future job markets Lessons from 2016 election goo.gl/MA20h9 polls www.quirks.com/articles/2017/20170426-1.aspx 4 questions all graduates 5 steps to unlocking the should ask before starting the value in unstructured big data job search goo.gl/0Ozq6L www.quirks.com/articles/2017/20170426-2.aspx

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6 Quirk’s Marketing Research Review // June 2017 www.quirks.com Qualified Respondents 17 million Data Points 4 billion Global Access

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••• ﬁ nancial services research In mobile wallets they trust

onsumers across the globe Care more concerned ••• shopper insights with protecting their financial and pay- Online reviews ments information stored on a com- retain their power puter than they ccording to data from an online are with pro- Asurvey of 2,005 respondents tecting this conducted by San Francisco research data when firm Survata for SaaS platform stored on a Podium, Lehi, Utah, 82 percent of mobile wallet, those surveyed indicated that the according to a content of an online review has study, Global convinced them to make a purchase. Consumer Further, more than two-thirds of con- Survey: sumers (68 percent) are willing to pay Consumer Trust up to 15 percent more for the same and Security product or service if they’re assured Perceptions, from they’ll have a better experience. ACI Worldwide and The survey, State of Online Aite Group. Reviews, also found that consumers The study of more than aren’t just looking at the star rating, 6,000 consumers across 20 coun- they’re actually reading and absorb- tries revealed that only 43 percent of consumers trust businesses, including ing online reviews. Review content restaurants and merchants, to protect their financial data – while surpris- ranked as the most influential online ingly, more than 80 percent of global consumers generally believe their mobile review factor on whether a consumer wallet data is secure. would engage with a business. Across all regions, the top security concern is theft by computer hack- Customers trust and regularly ing. Global consumers are not confident in firms’ abilities to protect their engage with online reviews. And stored data; only in the U.S., (54 percent), India (60 percent) and Thailand (51 they prove to be very influential: percent) do consumers report at least 50 percent confidence that their stored 93 percent of respondents said that data is well-protected. After experiencing fraud or a data breach, 65 percent of online reviews have impacted their consumers indicated they would stop shopping with a given merchant. purchases. And yet, many businesses Consumers are generally willing to interact with organizations to mitigate are missing out when it comes to fraud, overwhelmingly preferring to engaging with customers and asking engage with relevant organizations them to leave reviews. While data via mobile device. Three-quarters (75 suggests that only 13 percent of SMBs percent) of consumers globally are ask customers for reviews, 77 percent very interested in receiving a call or of those surveyed said they would be SMS message to their mobile device willing to leave an online review if quirks.com/articles/2017/20170601.aspx to help mitigate fraud. prompted by a local business.

8 Quirk’s Marketing Research Review // June 2017 www.quirks.com

Trade Talk By Joseph Rydholm, Quirk’s Editor Client-side researchers offer tips for vendor exhibitors

ith both of the 2017 Quirk’s Events needs and expectations. But as I went Wunder our belt, we’ve been poring through the survey comments, a few over the post-event surveys to find ways exhibitor best practices for interacting to do things better (and find out what with client attendees came up and I we did right!) and it’s been fascinating thought I’d pass them along. www.clarepix.com Pix Photography ©Clare Joe Rydholm can be reached to read client-side researchers’ divergent • Client-side researchers don’t have at [email protected] assessments of the behavior of the ven- research budgets burning holes in their dor exhibitors. pockets, so don’t expect them to plunk Some felt besieged by vendors, like down a check for that big project. for another few hours. minnows being stalked by sharks: “As a client-side attendee, I did not feel “The power outage showed me which “The exhibitors were extremely aggressive attacked. But I do sometimes feel that some research companies can roll with the punches this year, much more than last year. In general agency-side people are of the mistaken belief and which to avoid. Some companies damaged I couldn’t attend a session without being ac- that I came [to the conference] with instruc- their image with how they reacted.” costed by someone wanting my business card tions to hand out RFPs or to ink deals worth • Add some fun. From the very first and information. I am interested in meeting a total of $10 million, with a stack of blank Quirk’s Event, we’ve urged exhibitors potential suppliers but I would like it to be on checks pre-signed by my CEO. I think agency- to get creative with their booth space my own terms and through conversations that side people sometimes have no clue about how to make the experience more enjoyable I approach as opposed to getting e-mails and Fortune 100 companies procure research and for everyone and attendees certainly being stopped everywhere in the hallways or the tremendous complexities involved.” noticed at this year’s gatherings. in the session rooms.” • We had multiple comments, both “The exhibit hall was fun and very good. Felt “Vendors were a little too pouncy. Some survey-based and anecdotal, from there were some partners there that were differ- butted in mid-conversation and [were] too vocal client-siders who were ignored by ent than those that exhibit at other shows.” about their dissatisfaction about our objections vendor booth workers who were busy “I liked that there were interactive experi- to consider using them (such as, we already have chatting with each other or staring at ences from vendors. Don’t change the impor- vendors covering that type of research, etc.).” their smartphones. Trade show days can tance of the exhibit floor. It is the reason I came While others did not… be very long but remember why you’re to the conference and it delivered.” “Overall, I appreciate that the exhibitors there in the first place. were not too aggressive and waited for me to “Some exhibitors were rude, offensive and Overwhelmingly positive walk up the booths. It makes it easier to absorb grumpy. If they don’t put their best foot for- In general, most of the comments were the options for sessions, booths and understand ward the event will not be good for them.” overwhelmingly positive on all fronts. the layout when you arrive to the session.” • Be present the whole time. The In fact, between the two events, 95 Of course, you can’t please everyone. power outage midway through day two percent of attendees said they would We’re all different, with different of the West Coast Quirk’s Event was recommend the event to a co-worker. To unfortunate but we were heartened by further improve the experience for all, the “show must go on” attitude displayed we’re developing a set of exhibit or guide- by speakers, attendees and most vendors. lines for the 2018 events. If you have Still, there were several comments about some pet peeves or suggestions you’d vendors who chose to pack up and leave like to pass along to the vendors, please quirks.com/articles/2017/20170602.aspx early, despite the exhibit hall being open e-mail me at [email protected].

10 Quirk’s Marketing Research Review // June 2017 www.quirks.com SPONSORED CONTENT ••• advice for researchers ASK THE EXPERT Expert answers to important research questions.

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What role do you think Can I use social media reviews What is the importance of automation plays in research? in place of my mystery culturally adapting surveys for shopping program? target markets? utomation of processes in MR Ais undoubtedly a positive evolu- o. While social media has a place hen conducting a survey in tion. It’s given us the ability to offer Nin an overall guest experience Wmultiple markets, the question- more solutions, because workflows measurement strategy, it’s the least- naire designer often tends to overlook have become faster, simpler and more structured form of guest feedback and the cultural relevancy of the content. cost-effective. Automation allows our the hardest to derive actionable data Questions regarding income, educa- industry to streamline and “produc- from. A well-designed and -executed tion, brands or sentiment may need to tize” our offerings, enabling us to help mystery shopping program will deliver be expressed differently in each mar- more brands and marketers with their reports that measure your team’s ket. Foreign-language surveys should common business problems. By making performance against your standards. both reflect the nuance of the original research simpler, we’re opening our- Because mystery shoppers prepare for text and be culturally suitable, rather selves up to new markets and finding their assignment by reviewing your than offer literal word-for-word trans- opportunities to service smaller brands standards, they’re able to report on fer. The most accurate survey results and marketers that previously consid- revenue-impacting items like the ef- are obtained from a questionnaire that ered MR out of their league due to cost, fort to suggestively sell add-on items or feels natural to the respondents so that time or complexity. This net effect of the accuracy of a receipt/guest check. their true sentiments may be captured automation is the real “next big thing” It’s unlikely that any customer on the and recorded for later analysis. – as insights become easier to buy and receiving end of getting anything for consume, research becomes accessible free is going to post about it on social to a wider audience. media.

Have a question you’d like to have answered? Submit it to [email protected]. Want your f rm to be featured as an expert? Contact [email protected] for more information. www.quirks.com/articles/2017/20170655.aspx. www.quirks.com June 2017 // Quirk’s Marketing Research Review 11 ••• a digest of survey ﬁ ndings and new tools IN FOCUS for researchers // Survey Monitor

30 percent have increased their use of paper coupons (either from the mail or newspaper coupon book) and 36 percent have increased their use of paperless discounts (discounts received on a smartphone/mobile device and/ or downloaded onto a store ID/loyalty card), further supporting coupon use from a multitude of sources. When asked about their habits along the path to purchase, most consumers said they create a list prior to shopping and 84 percent use coupons during this process. Since more than 45 percent of consumers make CPG purchase decisions at home before their shopping trip, it is important for brands to reach them early in the planning stage. However, there is still significant opportunity to impact buyer behavior in store, with 86 percent of shoppers making a purchase ••• shopper insights based on a discount in the store. The study also reveals that the buying Millennials are big couponers process does not end at the purchase stage, as 53 percent of consumers Only generation with YOY growth scan receipts with a mobile device to receive cash back and/or points, providing a ripe opportunity to increase brand loyalty post-purchase. study from Livonia, Mich., media mographic segments, such as multicul- “The shopper journey is not Adelivery company Valassis shows tural consumers and parents. defined at one specific point – the that 94 percent of Millennials surveyed Derived from an online survey of consumer can be influenced before, are using coupons, versus 88 percent 1,000 consumers and focusing on shop- during and after the point of pur- in 2016 – the only generation show- ping behavior for traditional consumer chase,” says Curtis Tingle, chief mar- ing growth year over year. They’re not packaged goods categories, the find- keting officer, Valassis. “Our research alone: The study found that coupon ings from the 2K17 Coupon Intelligence indicates that there is an opportunity use is holding steady, with 90 percent Report (Influencing Consumers Along for brands to influence how shoppers of consumers obtaining them from a the Path to Purchase) explore how plan, where they shop and the prod- variety of online and offline sources, print, mobile and digital coupons and ucts they buy – which can be achieved a finding consistent across audiences, discounts impact shoppers before, dur- by dynamically targeting the right au- including various generations and de- ing and after the point of purchase. diences with a strategic combination Results indicate that today’s consum- of print and digital incentives.” ers are “always connected” and becom- Additional findings from the ing increasingly adept at incorporating Valassis report include: both print and digital coupons as they Preferred sources of coupons and plan their shopping activities. discounts: Mail ranks as the most quirks.com/articles/2017/20170603.aspx Among coupon users, approximately preferred way to obtain coupons, with

12 Quirk’s Marketing Research Review // June 2017 www.quirks.com Interactive Audience Data Insights Solutions Solutions

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44 percent of consumers preferring this For 2017, Rolex emerges to displace channel. Smartphones/mobile devices Amazon as #1, while Lego and Hershey recorded the greatest increase, with 32 bounce back into the top 10, and percent of consumers preferring this Kimberly-Clark appears in the top 10 for method versus 24 percent in 2016. the first time. In addition, seven of the Brand-loyal shoppers can be top 10 are U.S.-based, while six can be persuaded: If the right deal presents viewed as “nostalgic, classic brands.” itself, 79 percent of brand loyal consum- Based on more than 42,000 respon- ers (self-defined) are influenced to buy dents who completed the survey in the a brand they wouldn’t typically have first quarter of 2017, the survey quanti- purchased due to coupon influence. fies the emotional bond consumers have Brands and marketers can influ- with 800 companies and how these con- ence consumers during multiple ••• brand research nections drive supportive behavior like stages of their path to purchase. At the willingness to purchase a company’s home: 82 percent of consumers switch Trading on your products, recommend the brand, invest stores to take advantage of weekly or even work for the company. specials and 67 percent decide which reputation “The bar for reputation is getting store to shop based on where they can higher than ever before. The key to use paperless discounts received via The company behind the earning an excellent reputation for mobile devices. In-store: 81 percent product matters any company requires a strong focus of shoppers search for deals via in- on delivering high-quality products store circulars while shopping and 51 ased on findings from its annual and services, and assurances of good percent make a purchase based on a BU.S. RepTrak 100 rankings, Boston- governance coupled with a commit- mobile notification received in store. based stakeholder measurement firm ment to good corporate citizenship,” After purchase: There is a tremendous Reputation Institute (RI) has identified says Stephen Hahn-Griffiths, RI vice social currency post-purchase; among characteristics of companies that have president and managing director for mobile coupon users, 79 percent share formed effective bonds with consumers. the U.S. and Canada. brand reviews, along with information The top 10 firms in this year’s rank- Kimberly-Clark appears in the top about product savings, with family ings, in order, were: Rolex, Amazon. 10 for the first time (#7), increasing and friends following a purchase. com, Sony, LEGO Group, Hallmark, this year by 6.9 points to a score of 82.1. The study was fielded in the third quarter Netflix, Kimberly-Clark, Hershey, Fruit Gains across all dimensions of reputa- of 2016 in conjunction with a third-party of the Loom and Barnes & Noble. RI tion, notably citizenship and products, marketing research firm with proficiency in sees six key factors that define the top helped to drive this move. The com- Internet surveys. The sample was derived 10: their strength of familiarity; they pany’s strong focus on CSR with key from an online consumer opinion panel and identify with Millennials; their focus initiatives around sourcing sustainabil- all participants were at least 18 years of age on CSR; active social media activity; a ity and product donations, plus product and living in the contiguous United States. strong corporate brand purpose; and an innovation, also helped to drive Consumers were e-mailed an invitation to inspiring, multichannel brand persona. Kimberly-Clark’s “excellent” rating. participate in the survey and were given RI’s RepTrak System measures the In the tech sector, Google was a big three days to complete it. The survey was public’s perception of companies on mover (to #17), increasing 4.6 points closed once 1,000 completed responses had seven rational dimensions of reputa- to a score of 80.6. The company saw a been reached. The responses were weighted by tion: products and services, innova- notable increase in the CSR dimensions factors obtained from national census data to tion, workplace, governance, citizen- (governance, citizenship and work- provide appropriate representations of demo- ship, leadership and performance. An place) as Google focused on sustain- graphic groups at summary levels. “excellent” reputation is represented ability and donations to charity in lieu by an overall RepTrak Pulse score of of employee bonus driving positive 80 or higher. This year, 28 companies perceptions. Meanwhile the company have a Pulse rating that falls into the continues to show strong gains in per- “excellent” range. A RepTrak Pulse formance (+6.3) and leadership (+7.1) score of 70-79 is considered “strong,” under CEO Sundar Pichai. while 60-69 is “average.” Outside of As part of an overall upward trend the top 28, the remaining 72 compa- among “nostalgic, classic brands,” Levi nies in the 2017 US RepTrak Top 100 all Strauss & Co. moved to #25 with an have a “strong” rating. increase of 2.9 points to a score of 80.2.

14 Quirk’s Marketing Research Review // June 2017 www.quirks.com Survey Monitor // IN FOCUS

Several quality-of-work initiatives, tion, engaging its leadership to drive care; telecommunication; and energy. including increased paid parental leave and actively communicate both product Across industries, the products, and the CEO’s accessibility, contributed and corporate reputation initiatives,” services and governance dimensions to an impressive double-digit (+10.0) in- says Brad Hecht, RI vice president remain key drivers of overall reputa- crease in the workplace dimension score. and chief research officer. “Whether tion, while in technology, leadership is On the downside, Samsung dropped it is successfully building reputation uniquely important vs. other sectors. from #3 to #63, after the company was capital, as shown by Kimberly-Clark’s Also retail, financial and hospitality challenged by its Galaxy Note 7 recall. positive reputational gains in 2017, or are impacted by lower scores on innova- Yet, the company’s overall Pulse score creating a reputation buffer, which tion and citizenship, while hospitality remained in the “strong” range (77.8), served Samsung well during its 2017 gets average scores on workplace. highlighting that brand strength can crisis, having a strong reputation is In terms of supportive behavior, the provide a buffer during a crisis. critical to both ensure customer loyalty general public is more likely to support Other companies taking a step and maintain stakeholder trust.” consumer companies, while the finan- back in reputation this year in- When looking at reputations by cial industry’s lower scores for citizen- clude American Express, which saw sector, consumer companies remain the ship and governance detract from the its score drop by 4.4 points to 72.7, most highly regarded (due to relatabili- support they receive. and Yahoo!, which saw one of the larg- ty), while the energy sector is the weak- Overall, industries that are viewed est drops of 10.6 points to 60.8, as delays est. The top ranked industries in RI’s as open and transparent generate more in the closing of Verizon’s acquisition 2017 U.S. RepTrak 100 are: consumer; support. Higher levels of transparency plus a series of data breaches served to food and beverage; transport; automo- increase likelihood of “saying some- undermine confidence in the brand. tive; airlines; industrial; retail; tech- thing positive,” but transparency does “The most successful firms have a nology; information; pharmaceuticals; not as readily yield higher reputation proactive, 360-degree focus on reputa- hospitality; services; financial; health in the financial industry.

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often, the stolen identity was used to cybersecurity capabilities, improve purchase items (cited by 37 percent of defenses, build resilience and better data-breached respondents) or used for manage breaches so that consumers have fraudulent activities, such as billing confidence that their data is in trusted for care (37 percent) or filling prescrip- hands,” Chapman says. “When a breach tions (26 percent). Nearly one-third of occurs, health care organizations should consumers had their Social Security be able to ask ‘How is our plan working’ number (31 percent), contact information instead of ‘What’s our plan?’” (31 percent) or medical data (31 percent) The findings reported here relate only to compromised. Unlike credit-card identity the U.S. portion of the survey. The full research, theft, where the card provider generally Accenture’s 2017 Healthcare Cybersecurity and has a legal responsibility for account Digital Trust Research, represents a seven- ••• health care research holders’ losses above $50, victims of medi- country survey of 7,580 consumers ages 18+ cal identity theft often have no automatic to assess their attitudes toward health care Health care data right to recover their losses. data, digital trust, roles and responsibilities, “Health systems need to recognize data sharing and breaches. The online survey breaches try the that many patients will suffer personal included consumers across seven countries: financial loss from cyberattacks of Australia (1,000), Brazil (1,000), England patient’s patience their medical information,” says Reza (1,000), Norway (800), Saudi Arabia (850), Chapman, managing director of cyber- Singapore (930) and the United States (2,000). Organizations need a security in Accenture’s health practice. The survey was conducted by Nielsen on behalf response plan “Not only do health organizations need of Accenture between November 2016 and to stay vigilant in safeguarding personal January 2017. The analysis provided compari- ne in four U.S. consumers (26 per- information, they need to build a foun- sons by country, sector, age and use. O cent) have had their personal dation of digital trust with patients to medical information stolen from tech- help weather the storm of a breach.” nology systems, according to results of Despite the myriad breaches occur- a survey from Accenture. The findings ring, significantly more consumers show that half (50 percent) of those still trust their health care provider (88 who experienced a breach were vic- percent) and payer (82 percent) to keep tims of medical identity theft and had their health care data secure than trust to pay approximately $2,500 in out-of- health technology companies (57 per- pocket costs per incident, on average. cent) or the government (56 percent) to In addition, the survey of 2,000 U.S. do so. And while more than four in five consumers found that the breaches were consumers (82 percent) said they want most likely to occur in hospitals – the to have at least some involvement in location cited by more than one-third keeping their health care data secured, (36 percent) of respondents who expe- fewer than two-thirds (64 percent) said rienced a breach – followed by urgent- that they have such involvement today. care clinics (22 percent), pharmacies In response to the breach, nearly ••• shopper insights (22 percent), physician’s offices (21 per- all (91 percent) of the consumers who cent) and health insurers (21 percent). were data-breach victims took some Set it and forget it Half (50 percent) of consumers who type of action. Some changed health experienced a breach found out about it care providers (cited by 25 percent), Who’s buying products and themselves, through noting an error on insurance plans (21 percent) or sought services via subscription? their credit card statement or benefits legal counsel (19 percent). Others took explanation, whereas only one-third personal steps, such as changing login esearch from Cincinnati-based (33 percent) were alerted to the breach credentials (29 percent), subscribing to Rpayments processer Vantiv shows by the organization where it occurred identity-protection services (24 percent) the growing disparity in subscription- and only about one in seven (15 percent) or adding security software to their com- spending habits from generation to were alerted by a government agency. puter (20 percent). Only 12 percent of generation. While Gen Xers and Baby Among those who experienced a data-breach victims reported the breach Boomers aren’t signing up at a rapid breach, half (50 percent) were vic- to the organization holding their data. rate, Millennials, more than 70 percent tims of medical identity theft. Most “Now is the time to strengthen of whom have a product subscription

16 Quirk’s Marketing Research Review // June 2017 www.quirks.com Survey Monitor // IN FOCUS

and 89 percent a service subscription, having things shipped to them on the strongest appetite for online services see subscriptions as purchasing made spot, without having to reorder every but the tightest cash flow compared easier at a time when they’re bombard- week or every month, and the ease of a with previous generations. Third, a ed with an abundance of choice. service subscription. They also have an growing recurring revenue stream is a As subscription spending contin- overall greater interest in subscribing good way to increase the value of your ues to grow for services like groceries, to products or services in the future to company. So for smaller businesses or household items and beauty prod- which they do not already subscribe. startups, a subscription model provides ucts, Vantiv’s research, conducted by “E-commerce merchants must seri- a great opportunity to compete with San Francisco research firm Socratic ously consider subscription strategies larger incumbents – think for example Technologies, shows less than half of to build loyalty,” says Bill Cohn, senior of groceries and the growing online/ Gen X consumers and less than 20 per- product leader, e-commerce at Vantiv. subscription meals delivery services.” cent of Baby Boomers and retirees use “The business model provides many ad- While many e-commerce merchants subscription-based products. (Socratic vantages for merchants. First, customer may take this generation gap in spend- Technologies surveyed 500 people lifetime value to a merchant typically ing as a sign they need to appeal to around the United States in partner- goes up. A consumer can click ‘buy’ older generations, those segments of ship with Vantiv’s market insights or- once and get razors or beauty products the population aren’t likely to budge. ganization, Vantage Point.) For service or coffee pods shipped every month Vantiv’s research shows that 77 percent subscriptions, it is much higher, com- with no further thought or action. of consumers who don’t currently ing in at 67 percent for Boomers and Second, services that would be costly if subscribe to any products are unlikely 78 percent for Gen Xers. Millennials, billed in one lump sum become more to do so in the future. For online on the other hand, seem to like the affordable. This is particularly im- merchants, this data means it’s time to convenience of subscription services, portant for Millennials, who have the double down on the Millennials.

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ethodologies, techniques and technology are rapidly changing in the marketing research and Minsights industry. New products and services are being released at an ever-faster pace. How can you keep up on what is new? Quirk’s has you covered. In this section, you will f nd some of the newest and most innovative tools and services to keep your research up to speed. From the latest in software, technology, methodology and services, these are the products and service you will want to know about.

havior and how to manage it. The BLM™ is a fresh perspective on the quality and nature of loyal behavior, opening up new avenues for sustainable growth. A customer-centric, data-driven tool, the BLM™ uses a multiple indi- cator model to not only assess how loyal customers are but also provide an understanding of how customers experience the brand and identify the rational and emotional drivers underlying the bonds customers develop with their brands. Companies leverage these insights to amplify those connec- tions to strengthen their franchise. The BLM™ helps companies under- Not all loyalty is created equal demonstrated that across categories stand their market and the dif erent anywhere from 30 to 40 percent of needs of their frequent customers he benef ts of loyal customers are frequent purchasers of products or through knowing the quality of loyalty Twell-known: loyal customers have services report that they are actively segments and guides them in enhanc- higher retention, give a larger share of looking. Is this loyalty? ing the experience and relationship their category spend to the company Measures of frequency of purchase bonds of their customers to create and are more likely to recommend or repurchase intent or recommenda- sustainable relationships. the brand to others. However, the tion or satisfaction are not suf cient to S+R Brand Loyalty Monitor (BLM)™ inform us about the quality of loyal be- www.shapiroraj.com

18 Quirk’s Marketing Research Review // June 2017 www.quirks.com quickly and consistently, letting you drive your business faster and smarter. And it’s delightfully easy to use! Because Infotools Harmoni is an intuitive software platform that lets you process, analyze and visualize your market research data, you spend a lot less time preparing data and a lot more time getting the answers you need. Bring your data sources together and transform them into beautiful, sharable stories that deliver powerful insights to help you and your business make smarter decisions. Infotools Harmoni distils more than 25 years of world-leading research smarts into a single cloud-based Smarter, faster research simply don’t have access to the smart platform you can access anywhere – anytime, anywhere with tools they need to deliver the data- you have a connection. Need smart Infotools Harmoni driven insights they require. insights to drive your business? Get in Harmoni, from marketing re- touch for a demo and see the future of n today’s world of big data ev- search software and services provider market research for yourself. Ierywhere, businesses ignore the Infotools, is set to change that forever. numbers at their peril. The challenge This cloud-based platform delivers www.infotools.com to date has been that most businesses actionable intelligence and insights

otherwise miss with self-report alone. VAE integrates a complete suite of neuroscience technologies, including EEG, biometrics, facial coding and eye-tracking – combined with self- report – to allow clients to pinpoint areas within a creative execution for optimization and compression with second-by-second granularity. We don’t think of ourselves as ad testers, we’re ad builders, collaborating with brand teams to keep what’s great and to improve upon what’s not. And we’ve shown that it works. In a major validation study, in collaboration with Nielsen Consumer tools for campaigns, evaluating creative Nielsen Catalina Solutions and CBS, Neuroscience: Taking the is only beginning to thrive. we tested 60 CPG ads from 20 dif erent guesswork out of creative Our understanding of the brain has product categories. The study showed grown exponentially over recent years. that the integration of multiple neu- reating a successful advertisement Leveraging this understanding, Nielsen roscience measures results in up to 77 Cis complex. It requires the right Consumer Neuroscience’s Video Ad Explor- percent explanatory power of in-store ingredients, including the right cre- er (VAE) delivers the most comprehensive sales – and adding self-report explains ative, the right audience and the right understanding of consumer response, up to 84 percent – providing marketers media. Without these elements working evaluating non-conscious processing with unprecedented research potential. together, a campaign isn’t likely to of attention, emotion and memory succeed. Despite progress using modern – thereby capturing insights we may www.nielsen.com/consumerneuroscience www.quirks.com June 2017 // Quirk’s Marketing Research Review 19 ••• innovative products & services SPONSORED CONTENT

The Holy Grail of marketing insights: predicting behavior

“The trouble with market research is from them regarding three key issues. underlying needs and desires that people don’t think how they feel, they that are at play. We test product don’t say what they think and they don’t do 1. Heuristics: People make deci- or concept ideas and then over- what they say.” — David Ogilvy sions using fast (System 1) lay the emotion later on. That’s thinking, often aided by heuris- not how it works in real life. hen it comes to predicting be- tics, rather than slower, more Whavior, market research hasn’t deliberative, rational (System 2) We have a better approach that ac- always been great at it. thinking. Yet traditional market counts for the major role heuristics and Traditional market research research methods totally over- emotional inf uences play in decision- methods alone fail at predicting future look System 1 thinking. making. It’s called BehaviorImpact, a behavior. These methods do a great job superior approach that of ers: of assessing likability but not the abil- 2. Context: People do not think in ity of an idea or concept to impact be- terms of generalities or percent- • More understanding of the havior, leading our marketing clients ages of time. They make deci- ideas that will drive choice and to ask, “Why are the ideas that people sions on a case by case basis, so behavior say they liked in research not perform- we need to ask about behaviors • More context that will translate ing as expected in-market?” in very specific contexts. to real-world impact Behavioral economists have been • More coordination between ideas studying non-rational predictors of 3. Stimulus: Too often we have not and execution to improve ROI behavior for decades, and as market done the work to create stimuli researchers, we have a lot to learn that reflect the heuristics and www.shapiroraj.com

The Mobile Virtual Aisle can be leveraged to test and optimize packaging, planograms and signage in a life-sized real-world environment. Informed Deci- sions Group can also leverage the Mobile Virtual Aisle for life-sized, interactive conjoint research yielding a more realistic exercise than on a computer monitor. This is a 4K, high-resolution, rear- projection system that produces digital images with cinematic reality and color quality. The rear-projection screen surface uses a resolution of 4096 x 2400 and produces a minimum of 33.3 pixels per inch. The image reproduction of this system displays realistic shelf sets Using our mobile eye-tracking and for virtual shopping experiences. Mobile Virtual Aisle offers qualitative interviews, IDG can extract • 6 x 10-foot portable screens for virtual shopping experience immediate insights from shoppers’ life-sized, scaled projections interactions with the aisle. • Rear projection to eliminate shadows nformed Decisions Group’s Mobile By integrating quantitative data • Ability to simultaneously test IVirtual Aisle is an in-store experi- from IDG’s mobile eye-tracking or interac- multiple design options and easily ence that enables life-sized, in-context tive volumetric conjoint with qualitative modify test stimuli learning while being portable to any- insights from post-shop interviews, con- • Faster results than in-market testing where in the world. Shelves, aisles and cise and ef ective category decisions can entire stores can be created for testing. be made quickly and with full conf dence. www.idg-consulting.com/virtual

20 Quirk’s Marketing Research Review // June 2017 www.quirks.com SPONSORED CONTENT innovative products & services •••

methodologies and techniques so you always get the in-depth and actionable insights you need. Curiosity and intu- ition drive each member of the team to dig beyond the surface and uncover the real feelings and opinions of target consumers. With experience across the consumer landscape, we know exactly where to go and what to ask to f nd the insights and solutions your business needs. As detailed elsewhere in this special section, we now of er our new IIMPronto quick-turn qualitative and quantitative research solution for when traditional research timelines just won’t work; from screener to report with insights and recommenda- Firm offers innovative, custom to research, Insights in Marketing tions in just seven days. 2017 is poised qual and quant solutions creates custom quantitative and quali- to be the year that Insights in Market- tative solutions for every client. Led ing’s team helps even more globally nsights in Marketing is a marketing by Ron Raskin, owner and president, known brands across industries to en- Iresearch f rm that empowers brands the team empowers brands to make sure they capture the consumer voice. to make moves inspired by the con- bold, strategic moves always with the sumer voice. Combining decades of ex- consumer top-of-mind. Our customized www.insightsinmarketing.com perience with an innovative approach research approaches leverage proven

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Ascribe Surveys launches insights platform with sample powered by Google Surveys

scribe recently launched Ascribe ASurveys, powered by Google Sur- veys, to deliver a robust, ef cient and With expanded panel-targeting says Ascribe CEO, Rick Kieser. “Market cost-ef ective means to reach consum- capabilities that provide access to researchers can now seamlessly tap ers around the world, as well as collect validated samples in key markets, the power of Google’s validated global and analyze their feedback. including the United States, Australia, sample combined with an easy-to-use Integrated within the Ascribe Brazil, Canada, Germany, Italy, Japan, survey tool and advanced verbatim Intelligence platform, which combines Mexico, Netherlands, Spain and analytics – no other product can do an easy-to-use survey tool with ad- United Kingdom, Ascribe Surveys is this today with a single login.” vanced verbatim analysis techniques, one powerful insights platform. “We’re excited about collabora- it enables market researchers to reveal Ascribe Surveys addresses the tive opportunities on our platform immediate insights from customer industry need for shorter, mobile- that bring the reach, quality and feedback and allows them to make bet- enabled surveys. Consumers want to speed of our representative sample ter, more-informed decisions through give feedback on their terms, which to third-party research products,” a deeper understanding of their can often include an aversion to long explains Dylan Lorimer, product man- customers and markets. Users gain surveys and an on-the-go approach. ager, Google Surveys. valuable business insights through They simply want to type or say their Ascribe Surveys and Ascribe Intel- consumer-centric research, including: feedback and move on, and they have ligence are SaaS-based online tools an expectation that the company pro- that are available now to researchers • pre-test a marketing campaign; viding the product/service will take across the world. • prioritize new product initiatives; action based on their comments. • gauge a reaction about a recent “This new insights platform To learn more or request a demo, visit event; and accommodates a scope of research ascribesurveys.com or goascribe.com • track brand awareness. activity that is virtually unheard of,”

crosstabulating (real crosstabs, not just pivot tables) and charting, along with Excel-based dynamic dashboards. No more jumping through hoops and wasting time creating complicated dashboards. RCS online products use standard Excel spreadsheets linked to live Ruby Tables! With live links, you can drill down and f lter on the f y, online. No learning new things – Excel’s excellent graphics make for professional presentation of the results. With RubyGo we of er you the full and unique functionality of Ruby Laser in the palm of your hand. New solution for research on release of RubyGo – a groundbreaking There are two apps: RubyGo (best tablets and smartphones new solution for market research data for tablets) and RubyPocket (best for on tablets and smartphones. phones). They are both free on the app ver the last 12 months, RCS has RubyGo (like its older brother, stores. To try them out, download the Omade a signif cant investment Ruby Laser) again sets the standard app and use the following credentials: in the design and development of a in market research for online access agency: rcsreporting, username: guest, true and tested mobile version of our to data. It was built from the ground password: guest. unique Ruby Laser browser product. up for the intricacies of MR data (not We are proud to announce the just an RDB), with comprehensive www.redcentresoftware.com

22 Quirk’s Marketing Research Review // June 2017 www.quirks.com SPONSORED CONTENT innovative products & services •••

be evaluated from dif erent angles, very quickly and with very little human involvement. Our toolbox of automated analyses includes the ability to identify brands and products, tag emotional content, measure sentiment and categorize content into major themes, just to name a few and with more on the Big qual – digging for insight available for analysis, even longitudinal- way. Armed with this growing arsenal gold in historical data ly? Not only that, what if all that data of qualitative tools, researchers can could be analyzed using state-of-the-art let our platform do the grunt work so very year, market researchers computational techniques to unearth in- they can do what they do best: derive Ecollect piles of data, both quantita- sights that may have been missed when game-changing insights for some of the tive and qualitative. In most cases, the the original data was considered? biggest businesses in the world. researchers will tabulate the data, code Our Client Learning Center (CLC) The self-service design of the it, count it, create a report and ship it is a technology solution that solves CLC allows users to have 24/7 access of to the client, nicely gift-wrapped both these problems by allowing re- to their data for evaluation as ques- with a bow on top. For quantitative searchers to load all their historical re- tions arise. The democratization of studies, the actual data is usually boxed search data into a specialized big data information in this manner creates up and then put away in cold storage store that allows on-the-f y analysis, boundless opportunities for continu- afterwards. For qualitative studies, the aggregations and visualizations. ous learning for market researchers data may not even exist outside of the In addition, a plethora of machine and their end clients. moderator’s head or a notes sheet. learning algorithms made available What if that data could always be out-of-the-box allow qualitative data to www.shapiroraj.com

Boost health care qualitative Make product optimization and with QualEDGESM forecasting more affordable Rigorous solution to ignite eckner Healthcare, a pharma- your ideation lueberry Marketing and Sensory Rceutical and health care f eld- BResearch has introduced PinPointSM, work provider, has responded to the RC’s agile and inexpensive idea an af ordable product optimization industry trend merging of qualitative Tgenerator – Idea Mill™ – allows and forecasting solution for concept, and quantitative research with its consumers to have a seat at the brain- product and marketing mix analysis. The new QualEDGESM program. QualEDGESM storming table early on in an organiza- methodology benchmarks against the delivers online enhancements to the tion’s ideation process. current marketplace (rather than norma- company’s qualitative recruiting pro- The product is designed to inject tive data) for easy application in global gram, enabling researchers to manage fresh new thinking by of ering a few markets and newer product categories. It pre/post surveys, patient charts and dozen validated ideas generated by incorporates a scenario-planning tool for insights boosts online, thereby enhanc- consumers, while using a proprietary f exible forecasting and a sensorial analy- ing speed, ef ciency and analysis of gamif cation technique. sis for product feature prioritization. health care qualitative studies. www.trchome.com www.blue-berry.com www.recknerhealthcare.com www.quirks.com June 2017 // Quirk’s Marketing Research Review 23 ••• innovative products & services SPONSORED CONTENT

social channel where we find them, with a personalized invitation to fully screen them to see if they qualify to participate and share their thoughtful feedback. • Qualified pre-screened respondents are validated by phone by our professional recruiters. We have found that making Social Adaptive Recruiting: paign via our proprietary Adaptive a personal connection with Next-generation qualitative Listening™ tool. That allows us to respondents is key to ensur- recruiting listen via the top social channels ing high-quality, committed and selectively target respondents participants. ur unique proprietary tools help based on their behavior, demo- Ous f nd fresh, qualif ed and hard- graphics, geography and interests. We end up with authentically to-reach respondents based on their • We also target Facebook users qualif ed, hand-selected, articulate, actions and behaviors. Our Social via our proprietary tool based on fresh respondents. Adaptive Recruiting methods allow us their “likes,” interests and demo- Talk to us about how our in- to tap into behavioral data available at graphic prof les. novative recruiting tools can help our f ngertips via social channels. elevate the quality of insights on Here’s how it works. How we make contact: your next project. First, we listen and search social data: • We reach out to our identified • We set up a social listening cam- audience directly through the shapiroraj.com/qfp

launch, monitor and make real-time adjustments to projects on their own schedule. Autonomous and intuitive, The Sampling Place is built upon Re- search For Good’s source-agnostic sample methodology and industry-leading breadth of recruitment. Sample buyers now have access to the broadest cross- section of the online population, with the nuanced sampling controls needed to ensure high-quality insights from thoughtful and engaged respondents. With every survey complete purchased through the platform, Research For Good will make a corporate dona- tion to charity partner Action Against Hunger. Driving market research technology forward while engaging DIY sample-buying portal puts The Sampling Place is a do-it-yourself corporate funds in social causes puts users in control sample-buying portal that gives users Research For Good at the forefront of complete control over their own sam- doing good in our industry. Research eedback from researchers and sampling process. For Good is currently accepting ad- Fple buyers in the market research The always-on portal lets users ditional beta test users. Discover more industry points to continued constric- calculate feasibility using hundreds on their Web site researchforgood. tion of timelines and resources. This of pre-programmed data points from com or e-mail at TheSamplingPlace@ has led industry innovator and global Research For Good’s respondent reach ResearchForGood.com online sample provider Research For of over 16 million people. The clean, Good to launch The Sampling Place. robust design easily lets the user researchforgood.com

24 Quirk’s Marketing Research Review // June 2017 www.quirks.com SPONSORED CONTENT innovative products & services •••

build digital insight communities faster than ever before. With an intuitive wizard offering an array of customization options, you can create digital communities in minutes that are in synch with your brand guidelines to address short-lived, event-based or ad hoc needs. Recruitment is fast and easy with direct access to Toluna.com, the world’s largest social voting community of over 13 million consumers across 68 countries. Try QuickCommunities™ today and see how easy it is to create your Build digital communities in minutes with Toluna own brand advisory board of consum- QuickCommunities™ ers and prospects in just minutes.

e know that having the ability business – but being able to do this corporate.toluna.com Wto go beneath the surface of quickly is not always easy. consumer insights to uncover what Toluna QuickCommunities™ emotions and motivations drive con- provides a do-it-yourself, quick-turn sumer behavior is invaluable to your solution to help you cost-effectively

Directly engage social communities for sample

randed Research, a San Diego- Bbased online sample provider, has launched a new recruitment service leveraging Facebook for a direct connection to panelists. Over the past decade, Get into the ‘whys’ with Quester’s AI-backed quant-qual approach Facebook has built the most complete consumer and business database avail- uester’s unique research design applies the principles and methods able. With our socially-validated and Qof sophisticated quantitative research and simultaneously lever- secure approach, panelists are directly ages an artificial intelligence-backed moderator to deep-dive into the targeted and recruited for surveys from “whys” with every respondent. Facebook’s 1.8 billion members. Tapping We start by listening to your research objectives, hypotheses and business into Facebook provides precise targeting goals. Armed with that information, researchers design a questionnaire and prof ling information including: leveraging the best of both quantitative and qualitative questions. Quester’s • demographics designs have fewer boundaries because we create questionnaires more repre- • interests and hobbies sentative of natural conversations. Respondents engage in what appears to be • location a traditional online or mobile survey. But as they type in their answers to open- • behaviors and psychographics ended questions, the software is analyzing every word. It processes multiple Opinions and insights from our pan- layers of intelligence in real-time to determine unique open-ended, follow-up elists enable data-driven decision-making questions. These probes are grounded in uncovering further def nition, elabora- our clients can trust. A relevant, quality tion, implication and rationale. conversation elicits a quality response. We’d love to learn about your research challenges. To learn more about us, visit Quester.com/video or call 877-232-1005. brinc.co www.quirks.com June 2017 // Quirk’s Marketing Research Review 25 ••• innovative products & services SPONSORED CONTENT

Quick-turn qual and quant problem. With quick-turn quantitative IIM has developed a simplif ed with IIMPronto and qualitative research, the team de- screening process that enables us to: livers consumer insights and feedback • recruit up to 30 qualitative re- he time it takes to gather and ana- in just seven days, including a report spondents; Tlyze research is one of the main with insights and recommendations. • execute up to f ve quantitative reasons many brands don’t test new Whether it’s identifying the lead monadic cells with 200 respon- concepts and packaging before launch. concept for a new product launch, de- dents/cell; and The pace of business is moving faster termining which package design best • recruit valued and diverse con- than ever, but many research f rms appeals to consumers, which message sumer groups. are still taking weeks or even months best resonates with consumers or what to provide consumer insights. IIM- attitudes and perceptions consumers To find out more about IIMPronto or Pronto is a new solution developed by have regarding a topic, IIM strives to schedule a free consultation, visit Chicago-based research f rm Insights ensure every brand decision can be www.insightsinmarketing.com/iim- in Marketing (IIM) aimed to solve this inspired by the consumer voice. pronto.

Quick, credible answers to time-sensitive questions

Sometimes you need answers – fast. But fast shouldn’t mean you need to compromise on quality. Affordable neuromarketing solution Access Express is a self-service custom research tool for biopharmaceutical market researchers that leverages Health Strategies Group’s robust euroLab by CoolTool is the most panel of providers and payers to provide answers to your questions in Ncomprehensive and af ordable one week’s time. neuromarketing solution. It combines eye-tracking, EEG, Simply log on to an easy-to-use portal, select your target respondent roles, emotions measurement and mouse- set your sample size preferences and submit ﬁ ve-to-10 questions. Sit back tracking. All of them are easily and we’ll do the rest. Your results will be available in six business days. integrated into surveys. It enables researchers to cross-analyze self-reported The entire research process – including survey programming – will be man- data with NeuroLab results. aged by Health Strategies Group’s experienced in-house research team. Fans of automation will f nd this Health Strategies Group has been the leader in market access market resolution very convenient as results are search for over 20 years, so you can be conﬁ dent in the quality of Access delivered in real-time and in auto- Express results. Now that’s market research that moves you ahead. mated reports. To learn more, visit healthstrategies.com/accessexpress cooltool.com/neurolab

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// data use

Using TURF to find something for everyone | By Mark Travers

snapshot o talk about TURF is, in some sense, to sions when revenue is maximized by reaching Tdate yourself. Indeed, anyone who has been fewer consumers more than once with multiple A chewing-gum in marketing research long enough has had at products. In other words, there’s value in least some exposure to the analysis. Growing offering more than one product that appeals example helps out of the days of old-school media-buying, to the same consumer or running multiple author Mark TURF was introduced as a way to maximize the advertisements seen over and over again by the effectiveness of advertising campaigns. TURF same consumers. And this taps directly into Travers illustrate helps figure out, for instance, how advertis- the psychology of consumer choice. how a variation ers should spend their ad budgets to reach the This article proposes an advancement to maximum number of target consumers. the TURF algorithm that quantifies the value on TURF Nowadays, TURF is used for a lot more than of duplicating consumer reach. Comparing works better just media buying. TURF is commonly applied this modified TURF procedure, which I refer to situations where, say, a juice manufacturer to as TURF-War, against a traditional TURF as a revenue wants to optimize its flavor line to appeal to the analysis, my goal is to show how your organi- maximization widest number of consumers. Or where a credit zation could be leaving revenue on the table card company wants to figure out what set of by not reaching the same consumers more tool. card options offers maximum consumer reach. often and with more products. In short, any time the marketing objec- The crux of TURF analysis is the idea of non- tive is to determine how products, concepts duplication (TURF, after all, stands for total un- and advertisements can reach the widest duplicated reach and frequency). Imagine you number of would-be consumers, TURF is a are a gum manufacturer and you produce five go-to analytical strategy. different flavors of gum. You have just opened a And there’s good reason for TURF’s staying relationship with a retailer, who has requested power. It is an intuitive technique that yields three flavors of your gum to put on its shelves. easy-to-digest and definite solutions. How do you figure out which three flavors to There is, however, one fatal flaw in many send? TURF first identifies the flavor that ap- common applications of TURF and it has to do peals to the most people. Then, it looks only at with the underlying psychology of consumer the people who aren’t covered by this flavor and decision-making. While TURF figures out identifies the gum that appeals most widely to which product sets or advertising channels just those people. Then, the algorithm looks at cover the widest number of consumers (but the remaining people – not covered by either covers them only once), there are many occa- of the previous two flavors – and determines which flavor appeals most widely to them. By conducting a TURF analysis, you can quirks.com/articles/2017/20170605.aspx be guaranteed that you have, in a sense, “something for everyone.”

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Maximize revenue More than just one product cent are likely to purchase citrus and Typically, the core business objective of Whenever there is variety-seeking 10 percent are likely to purchase grape. a TURF study is to uncover product sets behavior – and we know that variety- Moreover, gum consumers indicate that maximize revenue. By identifying seeking behavior exists in almost every that they buy, on average, one pack per sets that appeal to the widest number consumer packaged goods category – month and 50 percent of consumers of target consumers, TURF analysis there is benefit to appealing to people indicate that they are likely to seek va- sets off in this direction. But TURF is a with more than just one product. riety versus always choosing the same consumer coverage optimizer, not a rev- For a second example, take the case flavor when they purchase gum. enue or product share optimizer. This is of media-buying. Yes, it is often the goal According to a traditional TURF where TURF-War comes into play. to reach the widest number of target analysis, we would select our most To understand why it’s important customers with advertisements. But we popular gum, the original mint, as the to keep a focus on revenue when know from basic psychological research first product to include in the three- undertaking a TURF study, let’s on attitude change (specifically, research item lineup to send to the retailer. continue with our gum example from from a subfield of social cognition called Next, we would look at the remaining above. Recall that a gum manufac- evaluative conditioning) that reaching products to see which offers the highest turer has opened a new relationship someone one time with an ad is un- incremental consumer coverage. Let’s with a retailer and the retailer has likely to invoke any significant behavior imagine that, of the 30 percent of con- requested three flavors to put on its change. Behavioral change happens sumers who like cinnamon, none are shelves. Your task, then, as a market- through the repeated pairing of stimulus covered by the original mint flavor. Of ing manager is to figure out which and response. From this perspective, it the 30 percent who like spearmint, all three flavors to send to the retailer to is potentially more valuable to reach 30 percent are already covered by the maximize revenue. fewer people but reach them more often original mint. Of the 10 percent who Applied to this example, a tradi- (something that some companies, such like citrus, all 10 percent are already tional TURF analysis would identify as GEICO, have figured out). And this is covered by the original mint. And, of the combination of three flavors that what the TURF-War algorithm does. It the 10 percent of consumers who like appeals to the widest number of gum starts out in the same way as a tradi- grape, none are covered by original consumers. This is a good starting tional TURF then empirically calculates mint. By the logic of TURF, we would point but it leaves out a critical facet the value of consumer duplication and next select cinnamon to include in our of consumer decision-making: variety- chooses ad channels based on the combi- product lineup, because it adds the seeking behavior. Sure, it’s good to nation of these two factors. most incremental coverage (30 percent). have a flavor for everyone but, to In short, TURF-War is designed to Finally, to figure out the third gum maximize revenue, you also need to do a better job of modeling the under- to include in our product lineup, we have flavors that appeal to repeat and lying psychology of consumer choice. would look at the remaining products to variety-seeking buyers. And, in doing so, it can lead us to the see which offers the most incremental Enter TURF-War (total unduplicated revenue-maximizing answer. consumer coverage. Well, we know that reach and frequency, while adding To show how TURF-War outperforms all 30 percent of the people who like revenue). TURF-War starts out from traditional TURF when it comes to the spearmint also like original mint, so the standpoint of our traditional TURF, goal of maximizing revenue, let us spearmint doesn’t offer any incremental identifying the product with the maxi- return to our gum example. To keep coverage. Of the 10 percent of people mum consumer reach. Then, instead things simple, imagine we recruit a who like citrus, all 10 percent were of looking only at the consumers not small sample of gum consumers and covered by original mint, so that doesn’t covered by our top product, it looks at ask them a purchase-intent question offer any incremental coverage either. all consumers and balances variety- for each of our five gum flavors. And Finally, of the 10 percent of people who seeking behavior with new coverage let’s suppose our gum flavors are origi- like grape, let’s suppose that none of and arrives at a solution accordingly. nal mint, cinnamon, spearmint, citrus these people care for the original mint Thus, if it were the case that most gum and grape. We also ask these gum buy- or cinnamon flavored gums. Thus, we consumers cycle back and forth be- ers how frequently they purchase gum would choose grape as the third flavor to tween buying original mint flavor and and whether they tend to buy the same include in our product lineup. spearmint flavor, the manufacturer gum over and over again or whether In effect, we would have some- would be better off putting both flavors they tend to buy different flavors. thing for everyone, or 100 percent on the shelf instead of just one of these Here’s what the results look like: 60 coverage (60 percent of consumers flavors. TURF-War moves us to this percent of our sampled gum consum- are covered by original mint, 30 per- optimal solution; traditional TURF, on ers indicate they are likely to purchase cent of the remaining consumers are the other hand, would only offer one of original mint, 30 percent are likely to covered by cinnamon and 10 percent these flavors and call it a day. purchase cinnamon, 30 percent are of the remaining consumers are cov- likely to purchase spearmint, 10 per- ered by grape; 60 percent + 30 percent

30 Quirk’s Marketing Research Review // June 2017 www.quirks.com data use //

+ 10 percent = 100 percent coverage). both original mint and spearmint. This by a traditional TURF analysis. And, But here’s the catch. Given that duplicated coverage is valuable, as it in today’s hyper-competitive business about half of gum consumers tend to gives variety-seeking consumers another environment, you can’t afford to leave seek variety when they purchase gum, flavor to choose from, resulting in less even pennies on the table. might we be better off going with a defection to competing brands. gum that had wider appeal than, say, Modeled out, TURF-War’s 60 percent An advancement our grape, but for which the appeal was unduplicated coverage yields monthly TURF-War is an advancement on tra- duplicated across other flavors? This is sales of $300,000 (50 percent of pur- ditional TURF analysis that takes into where TURF-War takes us. Balancing chases × 600,000 monthly consumers × account the potential value of product, the value of additional consumer cover- $1 per pack = $300,000). Additionally, concept or channel duplication. It em- age AND consumer duplication, TURF- the 30 percent duplicated coverage pirically calculates the value of duplica- War favors a gum lineup of original yields monthly sales of $300,000 (100 tion and includes this in its solution. mint, cinnamon and spearmint (not percent of purchases × 300,000 month- The beauty of TURF-War is that, in grape). Yes, this solution only gives ly consumers × $1 per pack = $300,000). cases where consumer duplication is us 90 percent unduplicated consumer Notice the first term in the equation is not valuable (for instance, in consumer coverage (not 100 percent coverage like now 100 percent instead of 50 percent categories where there is little variety- traditional TURF) but it gives us more because we are effectively offering the seeking behavior or repeat buying), duplicated coverage (30 percent of our variety that consumers are seeking. TURF-War will yield the same solution covered consumers like both origi- And, adding together the two amounts as a traditional TURF. Only in cases nal mint and spearmint), which can we get $600,000 in monthly sales. where there is significant value in con- improve revenue in a variety-seeking Thus, by sacrificing a bit of overall sumer duplication will the TURF-War category such as gum buying. coverage for duplicated coverage, we solution differ from traditional TURF. And, a bit of arithmetic can quickly make more money ($600,000 using In other words, TURF-War can only show the value of TURF-War in maxi- TURF-War vs. $500,000 from tradi- do better than traditional TURF but can mizing revenue. tional TURF). Although a $100,000 sales never do worse. Let us first model the sales accord- difference may not seem like all that ing to our traditional TURF solution. much, scaling this up to yearly revenue Mark Travers is an insights specialist at Again, to keep things simple, let’s (multiplying by 12) and taking into ac- Burke, Inc., a Cincinnati research firm. Readers interested in more information assume that gum costs $1 per pack count an accurate market size (possibly on the technical details of TURF-War are and, as already stated, gum consumers 10 million monthly gum buyers), we are invited to contact him at mark.travers@ buy, on average, one pack per month very quickly talking about a $12 million burke.com. The author wishes to thank and about half of gum consumers are annual revenue difference. Joelle Gwinner, Megan Nicollerat and variety-seeking in their selections. Let’s This $12 million opportunity is real- Sharon Bosche for helpful comments on also assume the size of the market is 1 ized by TURF-War but left on the table an earlier draft of this article. million consumers. Recall that the traditional TURF solution (original mint, cinnamon and grape) gives us 100 percent unduplicated consumer coverage. Because we know approximately 50 percent of consumers are variety-seeking and that our traditional TURF gives us no duplicated coverage, our monthly sales projection would equal $500,000. In other words, we would capture half of the 1 million spend less time building reports consumers’ gum purchases (50 percent of purchases × 1 million monthly consumers × $1 per pack = $500,000). That’s pretty good coverage, but can we do better with the TURF-War solution? Well, recall that the TURF-War solution (original mint, cinnamon and spearmint) gives us 90 percent consumer coverage. However, within that coverage, it also gives us 30 percent duplicated coverage among consumers who like 808.721.7530 · metricstudios.com www.quirks.com June 2017 // Quirk’s Marketing Research Review 31 ••• research technology Does tech connect the dots? Highlights from the FocusVision 2016 Annual MR Technology Report

| By Sheila Wilson and Tim Macer

The FocusVision 2016 Annual Market Research Technology Report is the snapshot latest issue of a study carried out since 2004 by our firm, London-based meaning. Every year this annual survey of technology across research This installment of the long-running companies uncovers a few surprises. Some of these, such as CATI losing Tits place as the industry’s second mode of choice this year, confirm study of tech in MR found storytelling wider changes in the industry. Some – like the spread of storytelling, on the rise and CATI on the wane. the use of visuals in online surveys and evidence that MR is facing up to big data and embracing it – show encouraging and reassuring developments. Others, like difficulties with the dissemination of knowledge through the industry about technological developments, or the limited progress higher-tech data-reporting methods are making, should give us pause. For this article we have picked out some of the more striking results from the newly-released 2016 report. The report is based on a sample of around 220 companies around the world, conducted as a 15-minute online interview offered in five different languages during late December 2016 and early January 2017. The 2016 study is available to download at http://bit.ly/2pknci8 (registration required). Previous reports are available from meaning.uk.com.

Little real change Since 2006, we’ve tracked the proportion of projects using the main results-delivery methods. To be frank, there has been little real change over time. Tables on paper and Acrobat PDF are falling out of favor but PowerPoint is surging ahead (Figure 1). There is no sign of a mass move towards high-tech delivery methods such as online dashboards or interactive analysis. MR companies still seem reluctant to take the plunge with these advanced technologies, which we suspect relates to problems in mon- quirks.com/articles/2017/20170606.aspx etizing them. We believe the industry is missing a trick. These tools

32 Quirk’s Marketing Research Review // June 2017 www.quirks.com infographics, you need a pipeline of creative, technical and analytical skills, which is easier for the larger firms. Also since 2006 we’ve asked companies what proportion of their survey work is fulfilled through each different interviewing mode. Here, the picture has changed dramati- cally. In response to the opportunities – and client-imposed pressures – to work faster, cheaper and better, interviewing continues to gravitate from CATI towards the Web. Below this headline shift, the picture is more complex. In the earlier days of Web, some of its growth was also fueled by self- completion mail studies on paper switch- ing to the Internet. We suspect most of these paper-based studies converted to Web interviews long ago: it’s now the other side of paper that is making the transition. In 2016, for the first time, CAPI overtook CATI to become the industry’s second interview mode (Figure 2). Paper may seem inexpensive but the administrative burden is high. Today, the availability of low-cost tablets and smartphones, and the ubiquity of Wi-Fi and cellular data networks, means there is a lot less resistance to overcome in moving face- to-face interviews from paper to CAPI.

Storytelling is well-embedded In a new question this year, we asked companies how many of their projects now use storytelling. The mean average share of projects across all companies appears in Figure 3. It shows that storytelling is well-embedded as a method across the industry. In contrast to the Figure 1: “What percentage of projects currently involves the following deliverables or effort of introducing new technologies such distribution methods to the client?” as dashboards or interactive analysis portals – which are not enjoying such popularity can bring down operational costs by removing error-prone semi-manual – storytelling is a low-tech, low-cost way to processes and by allowing clients to run all those persnickety extra bring the results to life. We suspect this has tables for themselves. influenced its success. Nearly every year, 2016 being no exception, we see larger companies Larger companies are more likely to use more likely to deploy the higher-tech results-delivery methods, par- storytelling than smaller ones. There is also ticularly dashboards. They have greater resources and probably also the an observable difference across the regions volumes to achieve better economies of scale. To deliver dashboards and of the world, with North America reporting www.quirks.com June 2017 // Quirk’s Marketing Research Review 33 its use on more than half of projects, while it is only a third of projects in Europe that currently get a narrative treatment. It is a global difference we are at a loss to explain. Visualization of data has received a lot of attention in the industry but we also wanted to look at how firms are visualizing other areas of research. In one question (not shown here) it turns out 90 percent of companies say it’s important to make online surveys more visual in appearance. We asked them what kind of visual components they use in surveys (Figure 4). We are heartened to see that many have tried interactive graphics and a few have also used augmented reality, which is truly innovative. Figure 2: “Focusing on your quantitative research activities, please indicate the approximate proportion of your work represented by each of these interviewing modes or combinations.” However, more than a quarter (28 percent) don’t normally use any visual elements in surveys. We suspect this is influenced by cost and time, as it takes effort and special skills to make surveys look beautiful across all the devices they are likely to appear on today.

Not innovative In 2015, this annual survey discovered many research companies did not consider themselves, nor the research sector in general, to be technological- ly innovative. It also found research companies to be relying heavily on their technology providers as a source of innovation. This year we wanted to better understand some of the barriers and what technology providers need to do to help research companies know more about new innovations, as they become available. We find research companies are Figure 3: “Approximately what proportion of your company’s projects now use storytelling as a way to not very confident in keeping up to make the data presented more accessible to their primary audience?” N=169. date with technological development

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34 Quirk’s Marketing Research Review // June 2017 www.quirks.com Figure 4: “A) Which of these visual components does your company ever use in its online surveys? B) Which of these visual components does your company now use in the majority of its online surveys (that is, on more than half of them)?” N=198 (A) 212 (B)

Figure 5: “How conﬁ dent do you feel that you are keeping up to date with developments in (a) the technology for research and (b) development and enhancements to the actual technology that you use on a regular basis?” Scale of 1 to 10, where 10=totally conﬁ dent. N=221. in the software they use and even less ers on knowing how the technology so with industry advances, as is ap- they are using is developing. parent from the low scores in Figure In a different question, we asked 5. While North American firms are about participants’ favorite ways to the least confident in staying abreast find out about technology innova- of industry-wide developments, they tions. Webinars from technology are slightly more confident than oth- providers were slightly ahead of

www.quirks.com June 2017 // Quirk’s Marketing Research Review 35 ers can address – and they need to. Research firms singled out pushy sales tactics as the No. 1 obstacle (Figure 6). In verbatim comments, companies said they wanted to see more evidence to back claims, more real-life case studies and less “snake oil.” While we know that many technology providers will bristle at the suggestion that they place the pursuit of the sale above the needs of customer, research companies are saying this is happening too often, and when it does, it gets in the way of them learning, innovating and, ultimately, investing in the technology. Providers need to trust their products more and make what they do – and how they do it – more apparent.

Embracing big data Big data continues to be big news in the research industry, though stories Figure 6: “Which of these barriers to learning more about technology do you experience within your are increasingly about the pains of organization?” adoption. We wanted to gauge just how much the research industry is embracing big data and other unconventional forms of data – and what future these might hold, in the light of practical experience. The 2016 survey tells us that while surveys make up 77 percent of the data that research companies work with, 9 percent now comes from observational data and a further 9 percent from existing data such as big data or social media data. We also find 43 percent of firms are now working with social media data, up from 17 percent from when we asked about this in 2010, when social media analysis was in its infancy. Specifically, as shown in Figure 7, Figure 7: “Focusing on the existing data you work with, what proportion of the projects your company has worked on in the last year include…” many projects now include some big data and around 7 percent refer to social media data – proportions that conferences and trade shows. This is usually hit this target. appear to be growing. especially true in North America, Concerns about the rate at which Handling big data is also viewed though in Europe, industry events technology continues changing come as a future core competency for topped Webinars, while in Asia- high among the barriers research research companies. In another ques- Pacific, firms are more receptive to companies identify in learning more tion, we asked research companies hearing it directly from their provid- about what technology can offer. None how important they consider it is for ers. In further questions on this of us can control the rate of change them to offer big data analysis and topic, we found the tech-savvy par- but anxieties will be magnified if interpretation. Forty-one percent ticipants to this study aim to spend you don’t manage to put in all the of them think it is of high or the about six hours a month specifically time you intended to find out what’s highest importance and this rises to on keeping up to date with technol- happening, as many firms admit- a majority (57 percent) when looking ogy developments. Unfortunately, ted. Despite this, what tops the list five to 10 years ahead. some 42 percent admit they don’t is something that technology provid- Companies also show clarity over

36 Quirk’s Marketing Research Review // June 2017 www.quirks.com though some of these believe the nature of qual work will change and rather more think it will change the nature of quant work. While views may differ over how this will play out, very few participants think the net effect will be less research in the long run.

Context and meaning Whether realistic or not, viewed alongside the many other incremental changes this report identifies, it appears technology is allowing MR to see where it can bring context and meaning to a world where data is plentiful and cheap, time is short and budgets are perennially squeezed. Though our respondents indicated they could spend more time keeping pace with technology’s changes, Figure 8: “What effect will big data have on quantitative research over the next ﬁ ve to 10 years? they at least seem to be able to use it What effect will big data have on qualitative research over the same period?” effectively to improve processes for themselves and their clients. differences in the impact that big data, while a different fate seems to data will have on qualitative and await quant, with few seeing more Tim Macer is managing director and quantitative research (Figure 8). quant work as an outcome. However, Sheila Wilson is research associate at meaning limited, a U.K.-based Qual is expecte d to be a long-term just short of half of firms think the consulting firm. They can be reached at beneficiary of the growth in big impact will be negligible in volumes, [email protected].

www.quirks.com June 2017 // Quirk’s Marketing Research Review 37 quirks.com/articles/2017/20170607.aspx

••• advertising research The Nobel Prize-winning economist Daniel Kahneman has had a wide influence among marketers with his popular book, Thinking, Fast and Slow. A memorable Many have embraced his ideas about the different roles that System 1 and TSystem 2 cognitive processing play in describing how audiences engage with impression advertising. What is generally over- looked in Kahneman’s book, however, How to create brand memories in advertising is the third element: the central role that memory plays in the consumer | By Charles Young decision-making process. Clearly, memory plays a major role in any reasonable model that describes how brands work in the brain. In the Mad Men days of early television, snapshot researchers measured the quality of a TV commercial using a day-after recall score. Intuitively, the researchers felt Charles Young looks at how marketers can sell to the three brains of that to affect future consumer behav- the consumer: conceptual, social and physical. ior, advertising must leave behind some trace in consumer memory. Yet today, for most marketers, recall testing has taken a backseat to measuring emotional engagement through new

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U&I Collaboration SM scientific technologies such as facial Researchers should note that that appeals to the conceptual, think- response coding or brain wave analy- the semantic memory system can ing brain are fundamentally different sis. And memory itself remains one of be readily accessed through verbal from appeals to the social, feeling the least-understood variables in the self-reporting – which is what forms brain. And they intuitively under- psychology of marketing. the basis of most traditional research stand that storytelling is usually more Memory, as we now know from methods. It is also the memory sys- powerful than logic. neuroscience, is a lot more compli- tem most easily accessed by tradition- Since stories can be told in both cated than we thought. The one- al advertising recall testing. words and pictures, e.g., in books or dimensional model of memory (as The social brain. In contrast to movies, episodic memories can be both represented by the traditional recall semantic memory, the episodic memory created and retrieved both verbally test of advertising effectiveness) is an system is inner-directed and its frame and visually. oversimplification of complex, mul- of reference is experience from the Given the tremendous growth rate tidimensional processes that occur in point of view of the self. Episodic mem- of personal videos and photographs the brain when a consumer interacts ories are organized according to time, (including a great many selfies) being with the many touchpoints of a brand. not categories. These literal “episodes” shared on social media channels such Our research suggests that strong build our internal timeline and gener- as Facebook, Instagram, Pinterest, brands build memories in at least ate a continuous narrative of conscious- Snapchat, etc., it appears that the three dimensions of the mind. ness to create our sense of self. socialization of visual memories is Endel Tulving, the senior editor of Losing these personalized, auto- transforming the ways ordinary people the Oxford Handbook of Memory and “the biographical memories – through communicate. father of modern memory research,” Alzheimer’s disease, for example – is The physical brain. The third and was one of the first researchers to particularly painful, as it represents most primitive (and therefore proba- describe the brain’s three primary a sad loss of self. bly the most powerful) memory system memory modules: the semantic, epi- Episodic memory functions deals with our physical self, not our sodic and procedural memory systems. through the principle of association mental self. Known in the academic This three-dimensional model of – objects, ideas and experiences that world as the procedural memory sys- memory represents a significant shift frequently occur together connect in tem, it deals with the basic operation- in viewpoint from the traditional memory, even though there may be no al memories of how to perform specific dichotomy of rational versus emo- logical or causal relationship between actions, such as riding a bicycle, driv- tional that is frequently used to frame the two. And these memories, tagged ing a car or using a spoon. the discussion about how advertising with emotions such as joy, surprise, More generally, this memory works to build a brand. sadness, fear, anger and disgust, form system links directly to our physical What are the key differences be- the raw material of storytelling. senses such as the five traditional tween the three memory systems? Storytelling – particularly in its senses of sight, sound, taste, touch and The conceptual brain. According most basic form, gossip – is the com- smell, which is why we prefer to call it to Tulving, the semantic memory munication content that underpins physical memory. system is outer-directed and builds most of our social relationships. It would be a mistake to think mental representations of how the Indeed, according to Yuval Harari, the that the physical memory system is world works – its frame of reference author of the best-seller Sapiens, the only linked to a consumer’s physi- is the universe. evolution of our social memory system cal interactions with the brand. The semantic system processes ideas may have fundamentally transformed Research into the role of physical and uses language and logic for its opera- our development as a species. Our memory on a brand’s touchpoints tions. We associate this part of the brain social memory system which, like is not just the realm of product re- with abstract thought and metaphor- Facebook or LinkedIn keeps track of search or taste tests. generation, which helps the brain create our social relationships, lets us cooper- Mirror neurons, which were categories for organizing our experience ate in social groups and is probably the discovered by neuroscientists in the of the world “out there.” most important reason humans occupy 1990s, are a powerful aspect of the Activities strongly rooted in seman- the top rung of the food chain. physical memory system. These neu- tic memory include accounting, law, To emphasize its primary role in rons fire in the brain not just when mathematics, education, science and social communication, we frequently we perform an activity ourselves but the form-filling, rule-making bureau- refer to the operations of the episodic also when we watch someone else cracy of government. memory system as the “social” brain. perform an activity. Mirror neurons For marketers, mental constructs Items rooted in our social or story- form the neurological basis of hu- linked to the semantic memory sys- telling brain include: politics, litera- man mimicry – a fundamental way tem involve concept testing, the idea ture, movies, television, news, social we learn to do things. of unique selling propositions, brand media, even the greeting card industry Mirror neurons also allow us to positionings and advertising strate- and product reviews on Amazon. adopt another person’s point of view. gies (as opposed to execution) that Marketers understand the power When we watch a baseball player hit focus on features and benefits and of effective storytelling, whether of a ball, we ourselves record the hit of reasons-to-believe proof-points. comedy or drama. They understand the bat in our own physical memory

42 Quirk’s Marketing Research Review // June 2017 www.quirks.com system. When we watch someone eat an ice cream cone, the mirror neurons in our brain trigger our memories of what ice cream tastes like – which in turn may trigger the desire to buy our own ice cream cone.

Decoding how advertising really works For marketers, understanding the in- teraction between the brain’s memory and the mirror systems may become central to decoding how advertising really works in the brain. When we phenomenon works is an active area of are deeply connected in the brain. watch someone in a television com- research study and is likely to become For example, psychological experi- mercial enjoy a bowl of cereal, wash even more important with the influx ments have shown that the act of their hair, drive a car or touch an of mass-market virtual reality and holding a hot cup of coffee in your iPhone screen, it engages our mirror augmented reality technologies. hands can cause you to form the per- systems and we mentally rehearse Activities strongly rooted in the ception that a person you just met doing the same thing – it’s called procedural or physical memory system has a “warm” personality. virtual consumption. might include cooking food, listening Although they are deeply con- Interestingly, when remembering, to music, watching sports, playing nected, the common language we the human brain does not distin- video games and even looking at por- use to describe social emotions and guish between real brand experiences nography (its relationship to virtual physical sensations can cause confu- and virtual experiences. Because of consumption is why food marketers sion about the different roles that this, virtual consumption memory (a call deliciously beautiful pictures of emotions and sensations play in the memory created by watching an expe- food “food porn”). brand-building process. rience) may become a false memory. Physical sensations are distinct As the Pixar movie Inside Out il- Understanding how this Matrix-like from social emotions, though the two lustrated, the word “disgust” can refer

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www.quirks.com June 2017 // Quirk’s Marketing Research Review 43 may be more important than others, depending on what’s being advertised. To manage the growth of a brand, should a marketer strive to keep the three types of memories in some kind of balance, at least when looking across their entire portfolio of advertising and other brand touchpoints? Or, to solve a particular marketing problem, should some types of memories receive more emphasis than others? Do the most effective ads create all three types of memories or can an ad be more effective by focusing on only one or two types of memory? These questions are still open for research to answer. To provide an empirical foundation for that discussion, let’s look at the data on the three kinds of memories generated by a large number of fast-food TV commercials. In a recent meta-analysis, we looked broadly at the most memorable content of all the advertising we tested in the fast- food category over two consecutive years. These years gave us a sample of 590 TV commercials, tested among 59,000 consumers, for the top 16 brands in the quick-service restau- rant category, including McDonalds, Wendy’s, Pizza Hut, KFC, etc. In our testing, we use a moment-by- moment short-term memory test, our Picture Sorts, to predict the long-term memories created by TV advertising. With this diagnostic approach we have learned that the average 30-second commercial creates four peak memories, which are largely responsible for building long-term brand equity through the advertising. In our study, we use the coding scheme below to categorize each ad’s peak visual memories into areas repre- senting the three memory types: Concept images: Semantic content contains images that trigger thinking. to our physical reaction to toxic food an emotional reaction and a sensory It is largely identified by information or our emotional reaction to a socially reaction to the different perceptual conveyed in words or numbers on- toxic person. The word “fear” can cues they put in their advertising screen. In the QSR category, seman- describe our reaction to something imagery. But the two are actually tic content might include a special dangerous in our physical environ- quite different in terms of the kinds price offer, the word “new” for a new ment or to a person dangerous to our of memories they create. product introduction, a deal for a meal social well-being. combo or the announcement of a holi- The lack of a well-defined vo- All three types of memories are day sale or other promotional event. cabulary for discriminating between important Social images: Images that gener- specific emotions and specific sensa- In the end, all three types of memories ate episodic memories are largely tions may be one reason why market- are important for constructing a brand focused on human interactions and ers do not often distinguish between in the mind of the consumer. Some relationships, between live characters

44 Quirk’s Marketing Research Review // June 2017 www.quirks.com or trade characters (such as the Burger the memories being created. In other However, it is not certain that this King “King”) or may even include the words, getting consumers to feel, rath- is true in all cases. For example, in a body language and non-verbal expres- er than think, was the key to success – non-food category with introductory sions of a presenter talking to the au- especially if those feelings were linked advertising designed to launch a new dience. Social images help answer the in memory to the correct brand. product, it is likely that getting con- question, “How do I feel about these In test year two, the story differed sumers to stop and think about a new characters and their situation?” slightly. The study again showed the product, its reason-for-being and a Physical images: The images most-motivating ads contained far demonstration of its advantages versus in this category 1) evoke a sensory fewer thinking memories than the competing products will play a more reaction, e.g., the tactile reaction to least-motivating, 32 percent versus important role. a cheese pull or heat-response to a 47 percent. In this year, though, the The insight from this analysis burger sizzling or 2) cue a relevant most-motivating advertising gener- challenges marketers to think more rehearsal behavior, e.g., the physical ated more doing-type physical memo- deeply about advertising on a “not- act of a bite-and-smile or a phone call ries, 25 percent versus 15 percent. And rational” level: In terms of imagery, for pizza delivery that the advertiser again the most-motivating ads had focusing your advertising on creat- wants the consumer to mimic. more peak memories focused on the ing social memories is a very differ- As illustrated in Figure 1, you brand identifier, 14 percent versus 9 ent creative strategy than creating might think of the three memory percent. In other words, appealing sensory memories. types in terms of images targeted to to a consumer’s physical sensations, Understanding how to create all the head (thinking), the heart (so- rather than their reason, was the key three types of memories for a brand cial feelings) and the hand (physi- to success in that year. and how to balance them in your cat- cal sensations). egory to solve a given creative problem In addition to the three memory Emotional is more powerful can empower you to design more effec- types, we also coded for a brand iden- The data indicates that the ad agency tive strategies to grow a three-dimen- tifier: Was the name, logo or even a creatives are correct in claiming that sional brand, one that is fully present picture of the store itself in the com- emotional advertising is more power- in consumer memory. mercial memory peak? ful than rational advertising – if, by Having an image identifying the “emotional” we mean either socially- Charles Young is founder and CEO advertised brand in a memory peak connected memories or memories of of Ameritest, an Albuquerque, N.M., research firm. He can be reached at is key to brand linkage for the ad as physical sensations. [email protected]. a whole and therefore is important for memory retrieval at the point of a future purchase decision.

Looked at the different memory Lighthouse Studio types In our analysis, we looked at the *2 -!0') Ȃ*- ' different memory types created by the most-effective versus the least- ) -' )/ -1$ 2$)"*ȅ2- effective advertisers for that year. We grouped the top five brands and !*-)'$) ) Ȃ'$) 0-1 4.Ѽ bottom five brands as measured by the average Motivation Score across all of X.4Ҋ/*Ҋ0. Ѷ+*$)/о'$& X*2 -0. -.(4$). -/ Ѷ a brand’s ads for the year. 0/#*-$)"*)4*0-*2) 1-$+/Ѷ%0 -4ѶѶ*- -' When we did so, an interest- ing story emerged, with a curious X) *($5/$*)*!+" .Ѷ X '!#*./$)"*-'* Ҋ') variation between the two years (see ,0 ./$*).Ѷ) - .+*). #*./$)"!-*(2/**/#*ȅ2- Figures 2 and 3). *+/$*). In test year one, the most-motivat- X .+*).$1 Ѷ!- / #)$' ing brands created fewer thinking-type X/+$+$)"Ѷ*(+' 3.&$+. .0++*-/ memories than the least-motivating X*)./-0/ җ 4)($Ҙ'$./. X*#-" .+ -./0 4*- /+*$)/ brands, by a wide margin – 19 percent versus 51 percent. Instead, the most- motivating ads created more feeling- type, social memories, 37 percent versus 16 percent. The most-motivating +1 801 477 4700 ads also had more peak memories Sawtooth 222ѵ2/**/#*ȅ2- ѵ*( focused on the brand identifier, 21 FREE DEMO percent versus 12 percent, generat- *ȅ2- ing better brand linkage overall for www.quirks.com June 2017 // Quirk’s Marketing Research Review 45 ••• sensory research Studying the subconscious Applying biometrics to consumer product research

| By Daniel Blatt and Michelle Niedziela

snapshot The introduction of applied consumer neuroscience in consumer product research is a relatively new yet rapidly growing field. The need for understanding the emotional responses in sensory and consumer studies has become more and more frequent and A fragrance example necessary in the last 10 years. is used to show how When a consumer approaches a product on shelf, she may pop open the top to sniff it. Does she like it? Probably; it was a well-designed fragrance. But is that enough to drive biometrics can be a Wpurchase? And when consumers experience a product, they do so five-dimensionally helpful addition to via the five sensory systems: taste, touch, sound, sight and smell. Each of these senses becomes an opportunity for communication of a product’s concept, branding and even sensory research. higher-order benefits (such as stress relief, moisturization, etc.). These sensory communications become part of the overall product and brand messaging as well. The product experience is more than just a hedonic experience; there is also an emotional and func- tional experience which must be considered. It is important to assure there is alignment of product sensory attributes with brand and product concepts to ensure a positive and cohesive product experience. For example, the emotional qualities of the fragrance should be aligned with the emotional communications of the package, the brand and the advertising. In addition to understanding how much consumers like a product, we also need to assess attributes such as feeling comforted, energized, refreshed, happy, etc., to understand if the product will meet all the needs of the consumer beyond liking. When these pieces are not cohesive, it can contribute to consumer dissatisfaction and negatively impact consumer liking.

What is well-liked and why Product research traditionally assesses explicit – conscious and deliberate – reactions to stimuli, providing useful information for product development about what is well-liked and

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23461 South Pointe Drive, Suite 350 | Laguna Hills, CA 92653 | (949) 713-9555 | www.compellon.com why. While extremely valuable, some concepts and features and help provide over two days. The fragrances were research disciplines have advanced predictions about buying behavior? presented in eight identical airflow-con- beyond explicit methods to try and Q Research Solutions (Q) wanted trolled booths, which have positive air- understand consumer subconscious to examine the value of incorporat- flow to eliminate cross-contamination. reactions, those that the consumer ing neuroscientific measurements in In the first stage, consumers may not even fully appreciate yet consumer product research and so con- entered a pre-fragranced booth and influence many of their behaviors. ducted a study employing neuro-physi- provided ratings on liking, fragrance For example, the field of advertising ological measurement to see if and how intensity and other explicit measures. research has been an early adopter of the neuro-physiological testing would For this traditional explicit stage, 10 at- applied consumer neuroscience, which result in enhanced emotional profiles, tributes – happy, contented, comforted, measures the physiological response to better understanding of consumer refreshed, sexy, energized, irritated, stimuli, to understand these System 1, preferences and subsequently provide relaxed, sad and bored – were assessed subconscious reactions. better guidance for product develop- via a check-all-that-apply list. These In a study using traditional explicit ment. The questions which the study were selected to cover positive and methodology for consumer product explored were: 1) If we can measure negative valence as well as high and research, participants provide their the System 1 responses of subconscious low arousal. Check-all-that-apply data opinion of the smell or taste using a reactions, could there be valuable ad- was analyzed using a simple frequency rating scale or a check-all-that-apply ditional insights? 2) How could going table so that we could see the percent of attribute list. The consumer responds beyond measuring pleasure, or hedon- consumers who selected each attribute to how they feel about the product, as ics, to understand experiences – which per fragrance. The higher the percent a considered answer with time allowed are not verbalized by consumers – help of consumers who selected an attribute, to construct and rationalize their opin- guide product development? the better that attribute described the ions. Yet we know that emotions occur Q decided to conduct the study fragrance. Hedonic and intensity mea- quicker than our cognitive system, so with four different tropical-scented sures were analyzed using an analysis of valuable data is likely not captured. plug-in air fresheners, chosen be- variance with a Fisher LSD post hoc test. Using applied consumer neuroscience, cause it is a lead olfactive direction In the second stage neuro-physio- we can measure how the brain reacts within a well-developed category. The logical procedures involved measuring in the fractions of a second after fra- consumers were female, aged 18-60, physiological responses from electrodes grance exposure, possibly giving new who had purchased tropical- or exotic placed on the consumer’s face (facial insights into the consumer’s emotions fruits-scented plug-in oil air freshen- EMG), hand (galvanic skin response) and future purchase behavior. ers in the past six months. and wrist (heart rate variability). They Could product testing adapt ap- The panelists were tested for both entered the fragranced booth while plied consumer neuroscience and get cognitive and subconscious responses to wearing nose clips in order to avoid a deeper understanding of emotions the four different products – identified fragrance exposure until prompted; and help guide product and concept here as Product A, Product B, Product C once seated, they were instructed development? Would the non-cognitive and Product D. The consumers tried the to remove the nose clip to start the responses provide valuable additional four products in a sequential monadic test. Consumers were asked to sit and insights for development of product two-stage study following ASTM protocol breathe normally for 15 seconds while physiological responses to the fragrance exposure were captured. They then WE SPECIALIZE IN FIELDING FOCUS STUDIES moved on to the next fragrance booth IN REMOTE LOCATIONS - EVEN IN THE MIDDLE OF... and repeated these steps. Guidance from other measures The fragrances examined all scored well hedonically. In fact, there was a parity for “liking” all the fragrances. This is a very common result in flavor and fragrance testing. The consumers rated most of the products as making them feel happy and refreshed. It was clear, therefore, that product develop- FOCUS ON THE RESEARCH. WE’LL DO THE REST. ment guidance would need to come from measures other than the explicit. By layering on a neuro-physiological approach, we uncovered additional understanding of emotional valence. Three of the four fragrance profiles included www.ﬁ eldwork.com • 800-863-4353 negative valence with attributes such as irritation and annoyance.

48 Quirk’s Marketing Research Review // June 2017 www.quirks.com Physiological results also revealed not. These nuances can reveal large developers and consumer scientists with how the emotional reactions changed differences between samples, differ- a sensitive and efficient way to better over the time course of fragrance ex- ences in experience that consumers understand consumer behavior and emo- posure. Being able to measure how the may not even be aware of or able to tion, differentiate changes to product fragrance changed consumer percep- articulate but that influence their attributes and make more informed tion over time based off of physiologi- overall perception of the product. product design decisions. cal measures has allowed us to better The best methodology for each study understand the consumer experience. needs to be considered and it is defi- Daniel Blatt is SVP, research services, at In the case of one fragrance, we nitely not a case of having this be part Q Research Solutions, Old Bridge, N.J. He can be reached at dannyb@qrsglobal. were able to measure how the response of every study. At the same time, there com. Michelle Niedziela is scientific which was initially neutral became is tremendous scope for further refining director at HCD Research, Flemington, more approachable or welcoming to- the application of biometric testing in N.J. She can be reached at michelle. wards the end of the experience. this area. This novel holistic approach to [email protected]. For Product A, the experience, as re- consumer science will provide product vealed by the neuroscientific approach, was fairly neutral, even boring. There was a positive valence at the beginning which began to significantly decrease SM over the period of exposure. The testing of Product A also showed a moment of significantly decreased negative valence. With Product B, there was a decrease in positive valence immediately, followed by a decrease in negative The The valence. In other words, this fragrance was arousing, but not immediately. Insights Analysis The responses indicated some disengagement with the fragrance with a of Qual. of Quant. combination of increased arousal and decreased attention. Product C was found to be arousing up front and for most of the experience. This was negative as well as positive, however, resulting in a tension between the two responses. At the same time the consumers found this fragrance to be less approachable, suggesting some Online enhancements to your distraction or disengagement. Product D had an overall negative qualitative studies. valence reaction and the arousal was sustained for half of the experience. z Pre & post surveys, patient charts and The fragrance was initially aversive, insights boosts. becoming more approachable and welcoming over the period of expo- z Streamlines project prep, organizes sure, signaling that this product would reporting and multiplies insights. perform well over longer exposures in an in-use environment. z 6LPSOH)OH[LEOH$΍RUGDEOH

Valuable data points From our work we have seen how ap- Get more out of your healthcare qual research. SM plied consumer neuroscience can be a QualEDGE gives you a competitive edge. potentially important tool in product and consumer research, providing valuable data points for decision-making. While first impressions are very important to the consumer, understanding how perception and experience change over time allows us to differentiate similar test samples in recknerhealthcare.com ways that traditional research can- www.quirks.com June 2017 // Quirk’s Marketing Research Review 49 ••• advertising research Signs of confusion Using semiotics to understand consumer responses to advertising

|By Laura Oswald

snapshot We all know cases of ad campaigns that win awards for artistic achievement but fail to gain traction in the marketplace. In my experience, the problem usually originates in conflicts between the campaign’s messaging and the brand’s core positioning and iden- The author uses a tity. Such conflicts generate consumer confusion and distrust because they communicate case study of a poor- ambiguity about the brand’s core value proposition and legacy. After all, the strategic function of any single ad is based not upon a single image but performing coffee ad Wupon relationships between the brand’s historical legacy, the competitive environment to explore the value of and consumer culture. The single campaign does not stand alone. I increasingly field requests from marketers to perform a one-hour semiotic assess- semiotic analysis as an ment of an ad campaign or new product concept without any prior participation in their ad research tool. project. The strategic semiotic analysis involves comparing and contrasting the ad’s semiotic structure with a large set of ads for the category (Oswald 2012). In a manner similar to military strategy, semioticians – those who study and understand the use and meanings of signs and symbols – assess the strategic value of any single marketing event with reference to its relationship to other players and variables in a market. The strategic function of a campaign, concept or design strategy relies en- tirely on the way it aligns with four intersecting contexts: the brand’s historical legacy; the competitive environment; category trends – including technology; and consumer culture. Though the textual analysis of specific ads defines an early stage in the semiotic process, strategic semiotic research does not end there.

Respondents could not agree A case in point is an advertising study I conducted for a global coffee brand that I will reference with the pseudonym Instant Gourmet. In advertising testing, respondents could not agree on the ad’s cultural positioning (Figure 1). Was it pop art, fine art or

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avant-garde? Respondent perceptions were reiterated by findings from the semiotic study of the campaign that follows. (For a detailed case summary, see Oswald 2015 chapter 2.) The ad agency was banking on the campaign’s innovative esthetics to earn strong consumer approval and so the client commissioned semiotic research to account for the campaign’s poor reception. These kinds of problems usually begin upstream in the strategic positioning process so I proposed an investigation of the campaign’s strategic semiotic relationship to the brand legacy, the competitive environment, the coffee category generally and consumer culture. The campaign is then evaluated on the basis of its potential to support and strengthen the brand’s core identity and positioning within the category. Since strategic semiotic research identifies the dominant discourses Figure 1: The Instant Gourmet ad. structuring meaning and value in a product category, the data set in- Table 1: The Gourmet and Luxury Cultural Categories cludes a large set of ads drawn from Gourmet Culture Luxury Culture the brand’s history, the competitive Sector Gastronomy, wine, spirits Fashion, design set and the coffee category generally, Experience Work, achievement Leisure, esthetics including all formats and price points. The data also includes the packaging Value Proposition Connoisseurship, expertise, awards Creativity, originality, celebrity designs represented in the ads. Quality Perception Authenticity, integrity The appearance of “taste,” status, The data analysis begins by decod- showy display ing individual ads and tracing the Mood State Intellectual, serious, hard Sensual, pleasurable, soft recurrence of the codes across the Gender Masculine Feminine data set. Ads are then grouped in cat- Esthetics Dark, understated; hard edges; Whites, pastels and shiny; soft egories based upon the similarity of symmetry edges, ﬂ ow their code systems. For instance, the binary “elite/popular” differentiates premium brands from mass brands and is represented by a distinct NO MATTER WHERE YOUR CLIENT WANTS A FOCUS GROUP, set of symbolic cues, from color to YOU’LL THANK HEAVEN FOR OUR ANYWHERE TEAM. characters. The visual semiotics of each category is then matched with a corresponding value proposition, i.e., bright primary colors consistently represent mass brands; more nuanced colors consistently represent premium brands. Usually these codes are not reserved to any particular category within food and beverage but also structure the perception of FOCUS ON THE RESEARCH. WE’LL DO THE REST. value across multiple categories, from coffee to dairy and packaged snacks. By identifying these codes and classifications, the semiotician develops a set of tools for decoding and assessing specific advertising www.ﬁ eldwork.com • 800-863-4353 campaigns or new product concepts. In other words, though the research-

52 Quirk’s Marketing Research Review // June 2017 www.quirks.com decode the perception of value in the category, we also analyzed a broad collection of ads and packaging for all kinds of coffees across the category, including instant, brewed and espresso brands. The semiotic analysis traces patterns in the data set formed by recurring associations between specific semiotic cues such as color, shape or rhetorical style – and specific meanings. If the historical advertising consistently associated the brand with self-indulgence, for example, we expect the new campaign to support the brand’s historical positioning. If advertising and packaging for the coffee category consistently associated the colors dark green and brown with a “gourmet” positioning (i.e., Figure 2: Code-mixing in the Instant Gourmet ad. connoisseurship, intellectual, etc.), we inferred that dark green and Table 2: The Semiotic Dimensions of the Coffee Category brown were signifiers for the value proposition “gourmet.” Gourmet Brands Mass Brands Luxury Brands We then codified findings from Brands Peet’s, Intelligentsia, Gevalia Folgers, Maxwell House Starbuck’s, Seattle’s Best the advertising analysis by classify- Value The beans. Product Everyday low price. Creativity. Pleasure, ing by them into binary pairs by Proposition authenticity, integrity. Good fl avor, reliable. creativity in preparation cultural category, including sector, Expertise, coffee for coffee’s Warmth and energy. and presentation. sake. experience, value proposition, quality perception, mood state, gender Culture Masculine, realistic, Social, domestic, Fantasy. Pleasure, understated, intellectual. comfortable, not relaxation, pampering, and cultural capital. For instance, gender-specifi c. fun, feminine. mass brands consistently use bright Signifi ers Dark earth tones, unadorned, Coffee as metaphor for Feminine. White, pastels, primary colors and practical settings serious, the art of coffee. emotional benefi ts. fantasy, the art of to communicate their everyday, eco- Coffee as art, bricolage. presentation. nomical positioning, in contrast with Target Coffee afi cionados, The mass market. The premium coffee- the more subtle hues and sophisti- Segment connoisseurs, sophisticated lover seeking a sweet, cated, rarefied environments used shoppers. hot beverage with an espresso boost. by premium brands. The analysis exposed a cultural paradigm at play in the mass brand category. er’s past experience with a category primary colors, domestic settings and In contrast, the premium cat- sharpens their approach to a project, families; gourmet brands are associ- egory references elite culture. It also the semiotician does not rely upon ated with dark browns and greens, includes two subcategories, gourmet prior knowledge to assess the strate- connoisseurship and individuals or and luxury. Analysis of a large set of gic strength of a marketing campaign couples; and luxury brands are associ- coffee ads revealed a basic contrast or new product concept. They acquire ated with whites and pastels, self- between the dark green, brown and this knowledge in the course of an indulgence and fantasy. red color scheme of gourmet brands exhaustive semiotic analysis of the and the white and pastel color brand, the category and consumer Compared and contrasted scheme of luxury brands. In fact culture related to each project at a We began by assessing the ad’s con- this general color code prevailed in given time and in a given market. sistency with the brand’s emotional peripheral premium categories, from For example, the binary “mass/ legacy, as communicated in a set of gastronomy to fashion. We expanded premium” defines a primary value historical ads and package designs the “dark green-brown/white-pastel” classification of coffee brands. Within going back 10 years. We then com- binary into a paradigm classified by the premium category we identified pared and contrasted the emotional cultural category, including sector, two distinct cultural positionings, positioning of the ad in relationship experience, value proposition, quality gourmet and luxury (Table 1). We also to current advertising and packag- perception, mood state, gender and identified a consistent set of signi- ing for competitors in the instant cultural capital. The paradigmatic fiers for each classification. Mass coffee category, including Starbucks analysis reveals the deep strategic im- brands are associated with bright Via, Medaglia d’Oro and Nescafé. To plications of a mismatched signifier www.quirks.com June 2017 // Quirk’s Marketing Research Review 53 for communicating the brand’s value Lacked a clear focus positioning of the product inside. proposition, identity and culture. In summary, the Instant Gourmet Shoppers have learned from experi- Imagine trying to target the demand- campaign failed in its strategic ence to identify processed snacks on ing, intellectual gourmet connoisseur function because it lacked a clear the shelf by the bold colors and hy- using signifiers for the ostentatious, focus on the brand’s core value perbolic language on packaging. They pleasure-seeking luxury consumer. proposition, i.e., an instant cof- also recognize contrasts between pro- In fact, that is precisely where the fee with the quality and taste of a cessed and natural snacks, with their Instant Gourmet ad went awry. premium brewed coffee. Consumers’ earth tones and realistic claims. Armed with the codes structuring responses to the ad confirm this These codes define a kind of short- meaning and value in the gourmet, principle. They detected ambigu- hand for consumers, enabling them luxury and mass coffee brand catego- ity in the campaign and gave it low to sort through the supermarket aisle ries, we were ready to assess the clar- scores, in spite of the ad’s atten- with a quick sweep of the eyes down ity and consistency of the messaging tion-grabbing esthetics. the supermarket aisle. in the Instant Gourmet campaign. One might ask how consumers, As suspected, the semiotic analysis though not trained in semiotics, Basic truths identified three distinct code systems can detect ambiguity in a market- The case study highlights basic truths referencing three cultural brand po- ing campaign. In the same man- about marketing semiotic research sitionings, including gourmet, luxury ner that humans learn language by and its implications for brand value. and mass brands (Figure 2). As shown repeated exposure to the language in 1. Though semioticians draw upon in Table 2, they include the luxury daily life, consumers learn the codes their expertise to design and execute code system: feminine, dreamy (the structuring meaning in a category by a study, the specific codes and clas- inner eye), illusion, fantasy and fash- means of routine, lifelong experience sifications structuring meaning in a ion; the Gourmet code system: mascu- reading packaging, advertising and product category or market emerge line, rational, reality, authenticity, merchandising in the quest to satisfy in the course of a meticulous analysis gastronomy; and mass code system: their needs. Packaging codes guide of a large set of data, not from the amateur crafts (coffee art), references consumers through their choices researchers’ subjective mind. to the real (the real coffee jar). at the point of purchase because 2. Though marketing semiotics they structure consistent expecta- uses textual analysis to decode the tions about the value and cultural individual units of a data set, the semiotic study is designed to tran- scend the analysis of any given text and understand a campaign or new product concept in relation to the codes organizing meaning and value in a product category or market. 3. The scope of marketing semiotics is not limited to advertising research but applies to any form of marketing communication, from consumer interviews and ethnographic observations to packaging and retail design. 4. Value-driven semiotic research is not a quick and superficial process. It demands expertise and attention to detail to gather and analyze category data and distill findings into actionable strategic recommendations for branding, advertising and design.

Laura Oswald is founding director of Chicago-based Marketing Semiotics. She can be reached at loswald@ marketingsemiotics.com. R E F E R E N C E S Oswald, Laura (2012). Marketing Semiotics: Signs, Strategies, and Brand Value. New York: Oxford University Press. Oswald, Laura (2015). Creating Value: The Theory and Practice of Marketing Semiotics Research. New York: Oxford University Press.

54 Quirk’s Marketing Research Review // June 2017 www.quirks.com

••• customer experience research Watch and learn Quantitative tools for measuring consumer reactions and behavior

| By Leanne W.S. Loijens

snapshot Customer experience research is growing in popularity. For companies and service providers it is crucial to listen to customers and find out what their needs are. Customers have become more demanding and new product development is increasingly character- Pair these techniques ized by close interactions between producers and consumers. Even co-development is with traditional common practice nowadays. How do you know how your customers experience your product, service, shop, methods for a complete Cmuseum, etc.? You can ask them, of course. This is done in traditional market research view of your customers’ with techniques like questionnaires, surveys and focus groups. Asking questions seems simple but the answers you get are not always very useful. Why not? “Experiencing” experiences is largely a subconscious process. When you ask people how they experienced your service, they may not know or cannot articulate their thoughts and feelings. People may also want to please you. They may not like your product very much but they may not want to offend you and will say “Yes, I will probably recommend it to other people.” What is also important is that many market research studies are done in a lab. Companies invite a number of test participants to come to their facilities and try a number of prototypes of, for instance, a new type of yoghurt. It is often not so difficult for the test participants to choose the prototype they like best but if you ask them why they chose Option A over Option B, the odds are that they have no idea (but they may make up something really good!). Choosing from three prototypes in a lab is, of course, very different from a real-life situation in a supermarket with many brands and packages that may influence choice as well.

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Reach the largest network of physicians to fill your study quotas quickly and completely. Contact [email protected] today. Additional techniques are ity. People were observed two days noon. The Lust traveler could take needed per week for a period of 12 weeks, any train to Utrecht and did not It is generally accepted that ques- starting with a four-week control have a deadline. Before catching tionnaires, interviews and focus period. During the study the staff the train both passengers had to groups have their drawbacks and asked people about their experience buy a train ticket, a sandwich/ that additional techniques are in a number of interviews. During snack (in Shop 1), coffee/tea/soft needed. In addition to asking people the control period meal satisfac- drink (in Shop 2) and a present questions, companies move more tion (taste, appearance, ambience) (in Shop 3). Both passengers were and more towards observing people was rated as good in both groups. equipped with eye-tracker glasses in real-life situations. By measuring This remained unchanged in the and a smartwatch that measured quantitative data with techniques control group. There was a signifi- GPS and heart rate. like eye-tracking, video recording/ cant increase in meal satisfaction After the test, the gaze videos coding, indoor tracking, facial ex- in the experimental group. This was were manually coded. The behaviors pression analysis and physiological reflected in a longer meal duration that were scored included: searching data measurement, you can get a in this group. Food intake increased (in the station hall, on the platform, good, objective impression of what in the experimental group. The par- in the train, in the shops) and gath- a customer experienced. Based on ticipants consumed more vegetables ering information (from paper, from these data, you can ask questions (+32 percent) and more potatoes notice board, from mobile phone, about the subjective experience of and pasta (+29 percent). The body from map, from route planner sign). the customer. weight of the experimental group The travelers were asked to fill in Video recording/coding. increased (+0.6 kg) while in the a questionnaire when they had Observing people in a supermarket control group there was a slight reached their destination to get an or at home can give you a wealth of decrease (-0.4 kg). impression of their subjective train data. You can use, for instance, cam- Indoor tracking. You can also journey experience. corders and position them in such use indoor-tracking systems to get Of course, it is difficult to draw a way that you can cover the whole data on shopper routes, dwell times conclusions based on the data of only shop or kitchen. The data storage and hotpots. You can use real-time two passengers but the test made it capacity of present-day camcorders location systems like ultra-wideband clear that by combining quantitative is in the gigabyte range which means or video-based systems. With ultra- and qualitative techniques, one gets that you can easily record 8-10 hours. wideband each shopper wears a a good impression of what the travel- Coding of the videos needs to be done tag (or the tag is integrated in the ers experience during their train manually. You can use dedicated shopping basket); with video-based journey and how they experience it. coding software/services includ- systems a tag is not necessary. In the Facial expression analysis. ing analysis of the data. You can future, tracking may be combined Reading people’s facial expressions observe whether people stand still with experience sampling with ques- is what you do in everyday life to see at a shelf and look at your products, tions popping up on the customer’s whether they like something or not. take products from the shelf to have smartphone when he/she is in a Even subtle changes in facial expres- a closer look and put them in their certain area. sions can give people away. There shopping basket. In addition to this Eye-tracking. To get insight in is professional software available detailed observation you can also what your customer sees, you can that can automatically read people’s code how people walk through the use eye trackers, either eye-tracker facial expressions and can tell you shop, what route they take and what glasses or eye trackers built into whether people look, for instance, the hotspots are. your shop. Noldus IT carried out neutral, happy, surprised or dis- Our firm used videorecording an experimental eye-tracker test gusted and how intense the emotion in one of our research projects. together with the principal Dutch is. Even the activity of individual The aim of the study was to assess railway operating company. The muscles or muscle groups (such as how elderly people in a nursing aim was to assess how passengers for instance, nose wrinkling) can be home experience their dinner and experience their train journey. detected. whether their food intake increases Two travelers were followed, one Physiological data measure- when the dinner conditions are op- traveler (the Must traveler) used ments. Physiological data are impor- timized. The control group was of- the train to travel from home to tant in experience research because fered standard meals. For the people an appointment for his work, the consumers’ emotional responses in the experimental group, the din- other one (the Lust traveler) had generally co-occur with physiological ing room was altered (tables with a day off and was going on an responses. It has, for instance, been table cloths and candles instead of outing. Both travelers started at shown that heart rate increases in bare tables), there was more inter- Amsterdam Central station. The response to emotions such as anger action between the staff and the el- Must traveler had a deadline to and fear and decreases in response derly during the meal and the meals meet the test leader outside the to disgust. Skin conductance is a themselves were of a higher qual- train station in Utrecht before method of measuring the electri-

58 Quirk’s Marketing Research Review // June 2017 www.quirks.com cal conductance of the skin which through the shop in a sequential Combining methods is crucial to gain is used as an indication of psycho- analysis. Pattern analysis may also insight into something as complex as logical or physiological arousal. In be of interest. Human behavior is experience. Each method (including addition to heart rate (ECG) and skin often highly structured but people the traditional ones like interviews conductance you can also measure may vary in their routines and it can and questionnaires) can give valu- parameters like muscle tension very well be that people with dif- able information. The combination is (EMG) or neuronal activity (EEG). ferent routines experience products like bringing the pieces of the jigsaw Virtual supermarket. The differently. puzzle together. above-mentioned techniques can be combined in a virtual supermarket, Bringing the pieces together Leanne W.S. Loijens is a behavioral which may be a good alternative As we have seen, there are several research consultant at Noldus Information Technology BV, to tests in a real supermarket. The techniques available to get a good Wageningen, The Netherlands. She can virtual supermarket may consist of indication of consumer experience. be reached at [email protected]. a number of computer screens and a PC on which a software package runs that simulates the supermarket. As a researcher you can change the product range, shelf layout, prices etc. Eye-tracking can be used to assess what the shopper looks at and physiological and brain responses can be measured. The virtual supermarket can be used to investigate why consumers like or dislike certain products and how the choice and purchase process works. Advanced data analysis. You do not always need complex statistical analyses to get an impression of how your customers experience your products. For instance, with edible products you can measure how fast people eat/drink. The speed of eat- ing/drinking and the bite size can give a good impression of how much your customers like the product. The Austrian Post carried out a study in its post offices before and after they were renovated. Prior to the renovation people had to wait in line for their turn. The post offices underwent a complete makeover. They were equipped with a coffee corner, a play area for small children and a table with magazines. In addition, a ticket system was introduced. Interestingly, people had the feeling that the waiting time was shorter after the renovation while objective measurements made it clear that the actual waiting time was longer. Sometimes advanced statistical analysis is a must to get the insights you need. When tracking people in a shop, for instance, it is good to know how often and how long they visited each zone in the shop (and make heatmaps) but it is also interest- ing to calculate the most-used route www.quirks.com June 2017 // Quirk’s Marketing Research Review 59 26 Top Pharmaceutical Marketing Research Companies SPECIAL ADVERTISING SECTION

••• special advertising section 26 TOP PHARMACEUTICAL MARKETING RESEARCH COMPANIES

Often going hand-in-hand with health care research, pharmaceutical research companies specialize in a more niche aspect of health care, including medicines, medical devices and speciﬁ c types of health care professionals and ailments. Answers & Insights

Delving a little deeper into the health care industry, pharmaceutical (TruXchange®) research companies can give you insight into things like over- Founded 2002 | 22 employees Jeff Shelton, CEO the-counter (OTC) and prescription drugs, vaccines and other pharmaceutical products. Pharmaceutical research companies also Providing quality health care research for 15 help give insight into medical devices and how to best market years. Flexible them in today’s often complicated health care landscape. These methods allow specialty research companies can also give you access to niche and clients to focus often hard-to-reach health care professions, including pharmacists, on business needs doctors and medical staff, as well as patients who have speciﬁ c vs. method for physicians, phar- types of health conditions and use speciﬁ c types of medications. macists, hospital For help on this category of marketing research, consider these professionals and pharmaceutical research companies. patients. Unique methods to address tough questions: TruXchange® cap- tures the recordings of real exams and allows clients to use their targeted physicians to collect recordings. PatientGEO® GPS (geofencing) patient location; clients have the ability to research patients in locations of interest – MD office, pharmacy, lab, etc. WebSiteTRAKKER® provides quirks.com/articles/2017/20170633.aspx mapping for the entire digital jour-

60 Quirk’s Marketing Research Review // June 2017 www.quirks.com 26 Top Pharmaceutical Marketing Research Companies SPECIAL ADVERTISING SECTION

Clarity Pharma Research Founded 2008 | Fewer than 100 employees Dr. Jack R. Gallagher, Ed.D., M.Sc., CEO

ney patients have across all tech- proach. Our focus is generally in help- nologies: computer, tablet and smart- ing clients understand their market phone. With RarePATIENT® get access landscape, through to profiling their to 4 million households, we can targets, and developing better concepts find any patient in the U.S. Need it (where concepts include ideas, mes- Clarity Pharma Research provides Tomorrow, Call us TODAY! saging, advertising). Today’s top global custom patient-chart/treating physician research in the Americas, Europe, Phone 888-815-9901 Ext. 112 pharmaceutical companies work with www.answersandinsights.com BuzzBack to unlock emotional insights Asia and beyond. Our scientists have 30 and develop better messaging and years of experience researching phar- positioning across a range of therapeu- maceutical products from pre-launch tic areas. We mine well beyond surface to patent expiration. We size markets patient and practitioner insights to (epidemiology), measure patient and identify what’s driving behavior and product share, track uptake, enhance emotions around treatment – more ef- forecasting, describe current treat- BuzzBack Market fectively and quickly, often collapsing ment patterns, gauge clinical utility, steps in the process. fill in the gaps commonly found in secondary or syndicated data and more. Research Phone 646-519-8010; +44 (0)20-8891-9930 Founded 2000 | 44 employees www.buzzback.com The FDA has accepted our findings to Carol Fitzgerald, President and CEO modify clinical trial development, our BuzzBack delivers visual, global data have aligned with SEER and our insights – sometimes even in hours research has withstood the scrutiny – through an engaging interactive of peer-reviewed medical journals and experience. conferences. We bring clarity to clients’ Major consumer, business decisions. pharmaceutical Phone 864-208-0078 (marketing) and financial www.claritypharma.com services companies innovate using our intuitive image-driven and language-rich ap-

www.quirks.com June 2017 // Quirk’s Marketing Research Review 61 26 Top Pharmaceutical Marketing Research Companies SPECIAL ADVERTISING SECTION

Focus Crossroads Founded 2010 | 20 employees CMI John De Biasio, CEO Founded 1989 | 30 employees Will Leopold, Head of Life Sciences Focus Crossroads, one of Northern CRC Research N.J.’s top-rated facilities located in Founded 1991 | 57 employees the N.Y. metro area, with access to As a world-class Ed Gibson, CEO consumer, B2B and medical audiences consulting firm to match any target. Our IDI/usability focused in behav- lab and three suites (one living room) ioral sciences, provide comfortable viewing and have CMI provides dedicated lounges. We leverage valuable information based on the evolved principles of market research CRC Research is Canada’s top choice for to uncover the decision-making process qualitative research services, servicing for HCPs, patients and health care the pharmaceutical industry in Canada administrators. From policy changes to from coast to coast for nearly 30 years. market disruption, the pharmaceuti- CRC Research has facilities and offices cal industry is facing game-changing in each of Canada’s three largest cities challenges. Your brand is either in a – Toronto, Vancouver and Montreal traditional and innovative approaches prescribing decision loop or not. At – and is a full-service boutique field to reach various fields of medicine and CMI, we deliver decision intelligence service agency with high-level capa- health services. A full range of that informs strategies focusing on bilities within facilities, recruitment, additional services include: global and managing the prescribing pathway to high-level moderation, reporting and national recruiting; field management; greater share. We identify why HCPs end-to-end project management with screener development; moderation and and/or patients make decisions and HCPs and patients. CRC Research is more. Focus Crossroads is committed to where we can make the most impact to known globally amongst full-service the compliance of best practices in influence their decision to choose your consulting and global field agencies research standards and is one of only a brand more often. as the go-to agency of choice for all few U.S. research firms to be ISO- 20252:2012 certified. Phone 678-805-4047 things Canada. Contact us today! Please www.cmiresearch.com contact Jay Thordarson at jay@crcre- Phone 201-528-0220 search.com. www.focuscrossroads.com Phone 416-966-5900 www.crcresearch.com

62 Quirk’s Marketing Research Review // June 2017 www.quirks.com 26 Top Pharmaceutical Marketing Research Companies SPECIAL ADVERTISING SECTION

we transform needs of qualitative research. Meeting syndicated challenging deadlines and finding and custom re- creative solutions to meet your objec- search results tives are a specialty. We’ve developed a into practical reputation of successfully completing knowledge the “undoable” and enjoy tremendous and strategic success because we recognize that we recommenda- are measured one study at a time. We GLocal Mind Inc. tions so you have stringent quality control and a Founded 2010 | 52 employees can move con- personal commitment to the success of Vrinda Deval, Managing Partner fidently ahead. every project. GLocal Mind provides global health care Custom Access Insights from Health Phone 212-779-0033 recruitment Strategies Group brings an advanced www.rchorowitz.com and support set of global market access capabilities, services by frameworks and methods, plus our leveraging robust panel, to answer your specific our propri- market access questions across the etary panel product lifecycle from clinical develop- of 1.5 million ment to loss of exclusivity. physicians and Phone 949-242-1035 Jackson Adept – allied health www.healthstrategies.com care profes- Beverly Hills sionals. With a good understanding of Founded 1957 | 30 employees local markets, we work collaboratively Angela Lorinchak, President to support our clients’ qualitative and With over 15,000 feet of research space, quantitative research needs. Our robust including 10 rooms across two locations and diverse global panel includes in Los Angeles, Jackson Adept Research physicians across specialties, opinion has been a top choice for health care leaders, nurses, dentists, veterinar- ians, ophthalmologists, opticians, pharmacists, payors, all managed by an internally-designed panel management system. GLocal Mind’s support services RC Horowitz & range across programming, hosting and translation, scheduling, moderation, Company Inc. data processing, custom charting, report Founded 1983 | 5 employees Rob Horowitz, CEO writing, content analysis and incentive handling across 50+ countries including Creative experts in low-incident, complex, challenging health care re- key markets in the U.S., Canada, EU5, research since 1957. With full-time, cruiting. Rare diseases, doctor-patient APAC, Latin America and Middle East. dedicated recruiters and a database of observations, Phone 646-290-6655 200,000 potential participants, even ethnogra- www.glocalmind.com the most challenging audience is phies, with achievable. Hundreds of physicians are well-vetted, “on call” for Jackson, including PCPs, ® validated fresh HealthStrategiesGroup oncs, cards, rheums, infectious disease, respondents. OBGYNs and allergists. But it’s really Over the past our experience that sets us apart; our three decades Health Strategies average manager has more than a we’ve built decade in research, which means less Group a reputation work for our clients. For health care Founded 1992 | 80 employees as a premier research in LA or Atlanta, Jackson is Rod Cavin, Managing Director focus group recruiting and fieldwork the one to trust. Health Strategies Group is the leader in management service for discerning clients worldwide. We specialize in Phone 310-279-4600 market access intelligence and research www.jacksonresearch.com for biopharmaceutical professionals. health care and most consumer audi- From health plans to IDNs to ACOs, ences and understand the dynamic

www.quirks.com June 2017 // Quirk’s Marketing Research Review 63 26 Top Pharmaceutical Marketing Research Companies SPECIAL ADVERTISING SECTION

work for our clients. For health care other formats. We are now also certi- research in Atlanta or LA, Jackson is fied to offer transcription to govern- the one to trust. ment agencies and, owing to security Phone 770-394-8700 requirements for agencies like the VA, www.jacksonassociates.com we receive and transmit files via FIPS 140-2 Certified SFTP Pragma Server Jackson Associates to meet strict government security Research Inc. standards. Competitive rates and rush Founded 1957 | 35 employees service available. Marisa L. Pope, CEO Phone 818-691-0177 www.jsmartintranscription.com

With over 18,000 feet of research space across JS Martin two locations in Transcription Atlanta, Jackson Associates has Resources Lightspeed Health been a top choice Founded 1995 | 30+ employees Founded 1996 | 700 employees Jennifer Carrea, CEO for health care Jay Martin, Founder research since 1957. With full- Lightspeed time, dedicated Health is a recruiters and a database of 200,000 specialized potential participants, even the agency provid- most challenging audience is achiev- ing access to able. Hundreds of physicians are “on key health care call” for Jackson, including PCPs, oncs, stakeholders cards, rheums, infectious disease, We offer transcription for focus groups for both your OBGYNs and allergists. But it’s really and IDIs. Most recent work has been quantitative our experience that sets us apart; our for the pharmaceutical industry for a and qualitative average manager has more than a variety of clients. In addition to tran- research needs. decade in research, which means less scription and quality-control insuring The complex global health care indus- the highest-quality transcripts, our try requires knowledgeable experts technical staff offers support for audio to advise clients on how to best reach and video files to include conversion to their target audience and illuminate insights. Through our dedicated and experienced health care specialists, Lightspeed Health pushes the boundaries of online innovation across methodology with seamless execution. Through our heavily-vetted physician and patient panels, we deliver a broad range of global health care solutions, including full-service fieldwork, survey design consultation and programming services. Phone 908-605-4500 www.lightspeed-health.com

64 Quirk’s Marketing Research Review // June 2017 www.quirks.com 26 Top Pharmaceutical Marketing Research Companies SPECIAL ADVERTISING SECTION

M3 Global Research Founded 2006 | 20+ employees Amber Leila Esco, CSO

M3 operates in the Americas, Asia and Europe with 3.5 million+ physician members via our medical portals. Within the health care/life science industry, M3 focuses beyond market research with medical education, ethical drug promotion, clinical development, job recruitment and clinic appointment services. M3 Global Research provides the most comprehensive and quality research recruitment and support services available industry-wide with relationships reaching respondents device. By leverag- care professionals and patients. For in over 70 countries. M3 maintains ing first- and over 40 years, MedSurvey has been a ISO 26362 and 27001 certifications and third-party data, leader in the provides management services that and utilizing our recruitment of cover the spectrum of research meth- broad professional health care re- odologies utilized today. Beyond HCPS, network of highly spondents for M3 creates and maintains panels of engaged health medical sur- patients and caregivers. providers, we veys. Our best- Phone Quantitative: 844-M3-QUANT; deliver the results in-the-business Qualitative: 844-M3-VIEWS you are looking recruitment www.m3globalresearch.com for. techniques that Phone 212-301-6700 leverage our www.medscapemarketresearch.com deep relationships with the medical community and our focus on creating outstanding participant experiences means faster project completions, better data and happier clients. Medscape Market Phone 866-963-3000 Research www.medsurvey.com Founded 1995 | 1,800 employees Audrey Rosen, Vice President, Market Research MedSurvey Founded 1976 | 24 employees For over 20 years, Medscape Market Paul Golota, CEO Research has provided industry-leading MedSurvey helps organizations gather recruitment and research solutions quality health care data by conducting so you can deliver dynamic market surveys with knowledgeable health research to clinicians no matter the

www.quirks.com June 2017 // Quirk’s Marketing Research Review 65 26 Top Pharmaceutical Marketing Research Companies SPECIAL ADVERTISING SECTION

Olson Research Group Pinnacle Research Inc. Group Rabin Research Founded 1995 | 60+ employees Founded 2002 | 10 employees Company Charles Olson, CEO Tanya Mingione, CEO Founded 1963 | 20 employees Michelle Elster, President Pinnacle Research Group International is a think tank and domestic of educated, B2C and B2B intelligent, marketing re- forward-think- search services ing professionals for health care/ (psychologists, Olson Research offers a full spectrum pharmaceuti- sociologists, of qualitative and quantitative market cals, packaged marketers) who research services with deep access to goods, financial, specialize in the health care/pharma a robust proprietary database of 2.4 services, insur- industry. We combine psychological in- million U.S. health care professionals ance, entertainment and new tech- sight and theories with real-world ex- throughout the life sciences sector, nology industries. Service principles: perience to take your research efforts including 960,000 active physicians. high-quality work; on-time delivery; further. Our unique approach provides Precise targeting is available with up to creative study designs; strategic in- deeper exploration and understanding 75 unique profiling fields. We are best sights; competitive prices; exceeding of motivations, behavior and percep- known for: access – our unique and expectations. Study types: concepts; tions. Our philosophical approach thorough reach to all facets of the U.S. segmentation; product use/sensory; is simple: dig deep. Leave no stone health care decision maker population; names; packages; product design; unturned. Provide a fresh perspective experience – our team of seasoned PMs advertising; customer satisfaction; to clients. Do it all while maintaining having on average 8+ years of industry awareness/attitude/usage; tracking; an intense focus on quality and excel- experience; and approach – our flexible pricing; problem detection; promo- lence. We are seasoned professionals and collaborative approach to project tions; positionings; promises. Data who are intuitive, sensitive, observant design, fielding and final deliverables. collection techniques: Internet/mobile; and have a thorough understanding of telephone; central locations; mail; and Phone 267-487-5500 human behavior. www.olsonresearchgroup.com in-person. Qualitative and quantitative Phone 573-547-3358 methodologies. www.pinnacleresearchgroup.com Phone 312-527-5009 rabinresearch.com

66 Quirk’s Marketing Research Review // June 2017 www.quirks.com 26 Top Pharmaceutical Marketing Research Companies SPECIAL ADVERTISING SECTION

Reckner Healthcare Founded 1991 | 225 employees David Reckner, CEO

Reckner Healthcare provides complete fieldwork solutions for pharmaceutical and medical marketing research projects. Serving clients for more than 25 years, the company specializes in delivering access to physicians, allied health care professionals, payors, decision makers and opinion leaders across the United States and the world. Reckner has its own independently-maintained panel and internally-designed panel management system, making it one of the industry’s most robust, respected health care panels. Providing fast access and easy platform linkages, Reckner offers recruiting and scheduling for qualitative and quantitative health care research projects. Services include ing or just list-matching, recruitment, scheduling, panel research, verbal confirmations, programming, you can always hosting and project, segmentation and count on ReRez honoraria/1099 management. to offer fast Phone 215-822-6220 turnaround, www.recknerhealthcare.com ReRez flexible pricing Founded 2002 | 10 employees and account- Debbie Peternana, CEO ability to deliver what Hemophilia A and B, cystic fibrosis, we say we are cancer stages 1-4 – ReRez specializes going to do. Remember, if we can’t do in finding difficult audiences. As it, it cannot be done! global online specialists and method- Phone 774-212-0033 ology consultants, we offer solutions www.rerez.com for all your needs: patients; physicians (national and international);

hard-to-target ailments (ostomy, MS, lung cancer, Willebrands, etc.). Small studies or large, if your need is simply programming, online real-time report- www.quirks.com June 2017 // Quirk’s Marketing Research Review 67 26 Top Pharmaceutical Marketing Research Companies SPECIAL ADVERTISING SECTION

Schlesinger Ascts. Inc. Founded 1966 | Circa 600 employees Steve Schlesinger, CEO

Schlesinger is a leading data collection company specializing in pharmaceutical marketing research and offering a broad range of qualitative and quantitative research solutions. Our top-rated facilities are located in key markets across the U.S. and the E.U. Working in partnership with you, we provide outstanding recruitment and project management for any methodology. MedQuery|Advisors connects knowledge-seekers with health care thought leaders and the toughest health care recruits. Schlesinger Global Solutions supports your worldwide health care studies with a dedicated expert contact. Schlesinger recently launched commercialization, including demand The Wall by Schlesinger, a breakthrough forecasting, pricing optimization, prod- solution to qualitative engagement and uct valuation, positioning and contract- post-research synthesis. ing strategy. RG+A is the pioneer of Phone 732-906-1122 Dynamic Practice www.schlesingerassociates.com Simulation™ – the industry’s first patient treatment simulation research system – as well as several other leading-edge Segmedica Inc. qualitative, quan- Founded 2004 | 24 employees RG+A titative and mod- Peter Simpson, CEO Founded 1997 | 25 employees eling methods. Our experience applying Roger Green, President/CEO unique and creative approaches to solve Segmedica|xsperient is a full-service complex problems has earned RG+A a global medical and health care market reputation as an industry innovator For over 25 years, RG+A has been part- research company using advanced tech- and trusted advisor when facing the niques for qualitative, ethnographic nering with biotechnology, pharma- industry’s most challenging issues. ceutical, medical device and diagnos- and quantitative studies with HCPs, tics companies to provide high-value Phone 267-744-6411 payors and patients. Our unique meth- www.thinkrga.com marketing research and consulting odologies, such as self-moderating re- in support of key issues in product search or the capturing and analysis of

68 Quirk’s Marketing Research Review // June 2017 www.quirks.com 26 Top Pharmaceutical Marketing Research Companies SPECIAL ADVERTISING SECTION

in-office conver- sity medical centers, 37 hospitals and new prod- sations between thousands of doctors and nurses. Each ucts designed HCPs and patients, member of our experienced medical to meet the set us apart from project management team has managed unique needs of the rest. We are hundreds of specialty pharma studies. health care and the leading com- We promise and we deliver. pharmaceutical pany in the field Phone 301-656-0310 clients, such as of applying the shugollresearch.com RapidResultsRx, measurable sci- our new ap- ences of psychol- proach to ogy, anthropology, quick-turn insights amongst health sociology and linguistics to health care care professionals and patients; Point market research and market segmenta- Healthcare Practice of Care, our approach to finding hard- tion. We also offer ConnexionPoints® Toluna Healthcare to-reach, rare to ultra-rare patients in syndicated reports. Ask for a Webinar a physician-controlled environment; or presentation on how we can help you Practice and PowerConcept: our automated with your market research needs. Founded 2000 | 1200+ employees concept testing technology, now pow- Phone 716-754-8744 Steve Orlick, VP, Healthcare ered by pharmaceutical benchmarking www.segmedica.com norms. Toluna is a leading provider in on-demand, real-time digital consumer Toluna’s Healthcare Practice has been insights with a focus on innovation in providing health care and pharmaceuti- research technology. cal research practitioners with access 203-834-8585 to medical professionals of all special- www.toluna-group.com/healthcare ties, as well as ailment sufferers, since 2000. The practice recently launched

Shugoll Research Founded 1947 | 65 employees Rick Seale, Executive Vice President

Shugoll Research provides access to the largest database of medical professionals in the Washington, D.C., Maryland and Northern Virginia area. Our HCP panel has a diverse range of specialties and practice settings and our patient panel tracks over 100 different ailments. We provide medical recruiting for in-person research and telephone and video interviews. The D.C. market is home to three univer-

www.quirks.com June 2017 // Quirk’s Marketing Research Review 69 to Boston-based cloud services provider promoted Kevin Fitzgerald to COO and Brightcove’s board of directors. hired Jim Doherty as executive vice Names of Note president of sales and marketing. n U.K. research video platform Voxpopme has appointed Jem Wallis as n Arjen van Duijvenbode has been regional director of Asia-Pacific. Wallis appointed CEO of Vienna, Austria, will be based in Sydney. researcher Talk Online Panel. n Media company Viacom Inc., New York, has appointed Colleen Fahey Rush as n Atlanta-based n Canada-based research and polling firm executive vice president, insights and researcher CMI Leger has appointed Sandie Sparkman as audience science and chief research of- has added Alynn vice president, Leger Metrics. Sparkman ficer of Viacom Media Networks. Gordon to its client will lead the company’s technological services team as a real-time solutions division. n Menomonee Falls, Wis., retailer Kohl’s research associate. has appointed Greg Revelle as CMO. n Stockholm-based n The International software company n Hanover Research, Arlington, Va., has Institute for Analytics, Gordon Cint has appointed appointed Vineeta Mooganur as chief headquartered in Johanna Isander growth officer. Portland, Ore., has named Bill Franks as chief human as its chief analytics officer. resource officer. n Marketing technology firm Adestra, London, has appointed Bradley Shore n Canada-based agency Bond Brand n Durham, N.C., to its board of directors as chief fi- Loyalty has promoted Morana Bakula to research firm W5 nance officer. vice president, customer experience. has hired Grace Brown as client Brown n Researcher Toluna, Wilton, Conn., has n San Francisco-based predictive intel- relations con- hired Jay Rampuria as executive vice ligence platform 6sense has appointed sultant and Ian president global business development. Arun Shrestha as chief customer officer. McDiarmid as Rampuria will lead global business practice consul- development for Toluna and parent n Nuremberg, Germany, researcher tant. company ITWP. GfK has appointed new team members to support its newly-launched GfK n Chris Kuist n Plano, Texas, firm Research Now is Customer and Audience Activation has joined building its business and research team service. Based in London, Niko Waesche the Interactive dedicated to advertising campaign mea- will head up the new service. Also ap- Advertising Bureau, McDiarmid surement, effectiveness and audience pointed are Cornelia Reitinger as direc- New York, as validation. New team members include: tor of business development and Lauren senior vice president of research and Heather O’Shea, vice president of Coppin as director of data partnerships. impact. global research; Andrea Giese, senior research manager; Bill Jaris, busi- n The Broadcasters’ Audience Research n Bethesda, Md., researcher Abt ness development director; and Kara Board, based in London, has appointed Associates has named Jorge Elguera as Kramer, account team lead. Joe Lewis as head of insight. chief information officer.

n Diane Hessan, chairman of market re- n New York-based marketing analytics n Consumer Reports, Yonkers, N.Y., has search company C Space, has been elected firm Analytic Partners has hired Joseph named Matt Anchin as vice president LaSala as vice president of marketing and chief communications officer. and Tom O’Sullivan as SVP, global business development. n St. Paul, Minn., engagement and loyalty platform company Augeo has hired quirks.com/articles/2017/20170613.aspx n Research Triangle Park, N.C., market- Scott Moore as chief operating officer. ing technology company Netsertive has

70 Quirk’s Marketing Research Review // June 2017 www.quirks.com n In the U.S., health care research Excellence as chief marketing scientist; in the BNP Media Market Research Group. agency Cello Health Insight has reorga- Amy Krutsick has been promoted to as- nized its senior operations with the sociate director and Diana Kuritza has n In Los Angeles, researcher Kelton appointment of Kathryn Gallant as been promoted to senior research ana- Global has promoted Sarah Stone to CEO and Angie Wheeler as president. lyst, both within the firm’s Research CMO. Stone will continue to serve as a Additionally, Justine Trinidad has & Client Service Group; Alex Graber strategic consultant to Kelton clients been hired as U.S. director of IQ, the has joined as senior manager, market- while leading the firm’s marketing and firm’s specialist quantitative research ing science in the Research Center of content development. practice; Ed Geiselhart has been hired Excellence; and Lindsay Hoover has as a Chicago-based director; and Kaity joined the firm as research analyst. n Nonprofit organization Women in Arctander has been hired to help ex- Research, Los Angeles, has added four new pand the firm’s expert offering. n Omnichannel data firm V12 Data, members to its advisory board: Laura Red Bank, N.J., has appointed Karen Chaibi, head of digital research for MBC n GfK, Nuremberg, Germany, has Mascott as CMO. based in Dubai; Anthony Michelini, appointed Thomas Ebeling, CEO of global head of brand insights and strate- ProSiebenSat.1 Media SE; Johannes n MaryKay Kopf, CMO and member gic analytics for CitiGroup in New York; P. Huth, head of KKR’s operations in of group management for appliance Vanessa Oshima, general manager, Europe, the Middle East and Africa; and company Electrolux, headquartered in women’s category, for Nike in Tokyo; and Philipp Freise, head of technology, me- Stockholm, left her position on May 1. Fiona Blades, chief experience officer dia and telecommunications of Europe The company appointed Lars Hygrell, at MESH Experience in New York. After at KKR, as members of the supervisory senior vice president marketing and completing a two-year service term, advi- board. They succeed Peter Goldschmidt, brands within the business area Major sory board members Elaine Coleman (CA Aliza Knox and Bruno Piacenza, who Appliances Europe, Middle East and Technologies), Ashley Chauvin (Citi) and resigned as of March 31. KKR, which Africa, as her successor. Emily Della Maggiora (consultant) will acquired an 18.54 percent stake in GfK in transition to emeritus board members. February, has assumed three seats on the n MICA, an India-based management supervisory board. GfK says this does not school for strategic marketing and com- n CMS Research, Toledo, Ohio, has promot- change the supervisory board’s previ- munication, has appointed Ashutosh ed Jeff Cummins to president, while ous set up of six shareholder and four Dutt as an associate professor. Dutt’s Jim Cummins will take on the role of employee representatives. area of expertise is marketing research consultant. In addition, Jim Torsok has and analytics and his course offer- joined the firm as vice president. n Tom Dailey has joined New York-based ings include quantitative techniques, research and analytics firm M Science as business analytics, multivariate data n Christina Halligan has joined head of corporate information services. analysis, marketing research, online Roswell, Ga., firm MMR Research research and pricing research. Associates as director, client services. n Researcher Gazelle-GoSample!, New York, has reached an agreement with n New York n Plano, Texas, firm Research Now has Wilmington, N.C., firm Lookout Online researcher SHC hired George Pappachen as executive and its founder Bruce Ritch under Universal has named vice president, corporate development which Ritch will join forces with Gazelle- Phil Sofia as the and strategy, a newly-created position. GoSample! in an advisory business devel- company’s new opment role as director, insight solutions. president. n Barbara Deradorian has joined Rhinebeck, N.Y., research and consulting n Emily Palermo has joined Drive Research, n The American firm Phoenix Marketing International as ex- Syracuse, N.Y., as a research analyst. Institute of Artificial ecutive vice president and client advisor. Soﬁ a Intelligence, n In Bloomfield Hills, Mich., Frank Washington, D.C., n In Doylestown, Pa., Adelphi Research Global Forkin has been promoted to presi- has hired Tiffany Harrison Parker as has hired two senior team members for dent of Ipsos RDA. Forkin succeeds COO. its advanced analytics department: Paul Donald Pietrowski, who announced Teta as chief methodologist and Ted Noga his retirement after more than 30 n Jennifer Hall has joined Honeoye as director of advanced analytics. In addi- years with the firm. Falls, N.Y., research firm KJT Group as tion, three individuals recently joined the vice president, global sampling and firm’s project teams: Amy Gilpin, senior n New Hope, Pa., health care research field operations. project director; McKenzie Ballou, project and consulting firm RG+A has an- director; and Erin Zekas, research associ- nounced new hires and promotions: n Troy, Mich., business-to-business ate. Lastly, five project team members have Joan Lorgus has joined as vice presi- media company BNP Media has promoted been promoted: Hillary Gross to senior dent for client development; Timothy Rebecca Merrell to associate project man- project director; Josh Thornbrough, Deckman has assumed leadership ager. Additionally, Ulka Bhide has been Tom Bebee, Alyssa Murphy and Emily over the company’s Research Center of promoted to associate research manager Chaundy to project director. www.quirks.com June 2017 // Quirk’s Marketing Research Review 71 n Harris Williams & Co., a of advertising campaigns on YouTube. Richmond, Va., investment bank, an- The collaboration is part of Google’s Research nounced the pending sale of Chicago- efforts to provide advertisers with based marketing intelligence firm greater visibility into the context in Industry News Market Track LLC to Vista Equity which their ads appear. Partners, Austin, Texas. n Fishkill, N.Y., incentive solutions Alliances/strategic partnerships provider Virtual Incentives has partnered with Stamford, Conn., research News notes n Mobile marketing services firm company FocusVision to provide 3Cinteractive, Boca Raton, Fla., rewards and incentives for the n In September, Santa Clara has partnered with independent company’s clients and users. Virtual University’s Leavey School of wine retailer Total Wine & More. Incentives’ API is now fully integrat- Business will begin offering a new 3Cinteractive will use its Switchblade ed into Decipher, FocusVision’s online product marketing and product man- platform to deliver digital coupons survey solution, to boost respondent agement certificate program. through e-mail that can be added to a experience and engagement. customer’s mobile wallet for in-store n TRC Market Research, redemption, as well as create brand n France-based research firm Philadelphia, celebrated its 30-year exposure on the customer’s mobile Strategir and China-based researcher anniversary on April 1. device. WisdomAsia have reported that they have stopped their partnership n Qualitative research and branding n In the U.K., customer experience as of March 31. William Lu, former consultancy Talking Business LLC, technology and services company co-managing director of WisdomAsia, Newport Beach, Calif., led by founder MaritzCX has formed a partnership has started a new company named Holly O’Neill, celebrated its 20-year with mobile survey technology firm BlueGate Research & Consulting and anniversary in March. OnePoint Global. The partnership has set up Strategir BlueGate, a new allows the integration of SMS as an joint venture with Strategir. Acquisitions/transactions additional feedback tool which is complementary to existing CX sur- n Newton, Mass., software company n Stamford, Conn., researcher vey architecture. MarketSight has formed a strategic Gartner Inc. has completed its acqui- partnership with Westport, Conn., sition of Arlington, Va., insight and n In Norwalk, Conn., Shopcom, the data and insights firm Critical Mix. technology company CEB Inc. advertising analytics and insights The alliance will allow users to in- division of Kantar Worldpanel, and tegrate MarketSight’s data analysis n Yelp, San Francisco, has acquired marketing solutions firm Affinity platform with survey results created Toronto-based Wi-Fi marketing Solutions have formed a new by CMIX, Critical Mix’s tool for creat- company Turnstyle Analytics Inc. partnership, giving brand marketing insights. Turnstyle’s technology lets consumers and agencies a way to conduct ers tap into free guest Wi-Fi while cross-screen media planning, target- n Maritz Motivation Solutions, helping businesses re-engage those ing and closed-loop measurement. St. Louis, has formed a partnership customers in the future via e-mail. The integration of Affinity Solutions’ with receipt-capture provider TPG Combining the offline data with Purchase-Driven Marketing Cloud al- Rewards Inc., adding to Maritz’s Yelp’s online and mobile search data lows Shopcom to use past individual- customer loyalty solution by letting will provide an intent-based market- level purchase data to help brands marketers build loyalty with cus- ing resource to local businesses. and advertisers make future spend tomers at the point of sale through predictions and measure overall sales customers’ mobile devices. The part- lift and revenue impact from in-store nership will allow receipt capture and online channels. technology to be used with long-term loyalty program strategies, where n Reston, Va., firm comScore is consumers can earn redeemable working with Google to provide points for their ongoing purchases. quirks.com/articles/2017/20170614.aspx independent brand safety reporting

72 Quirk’s Marketing Research Review // June 2017 www.quirks.com n Auburn Hills, Mich., researcher Gold: “Welcome to Johnsonville, agency will create a global communi- Gongos Inc. and customer experience Wisconsin,” Johnsonville Sausage; cations campaign for the foundation firm Customerville, Seattle, have Impact on the World Gold: “TV that will run later this year. formed a partnership to offer turn- Doctors of America,” Cigna; Mobile key customer experience solutions. Gold: “Distant Memory,” Advil; New New companies/new divisions/ Customerville’s customer feedback Audiences Gold: “Climb On,” Coors relocations/expansions platform uses technology, human-cen- Light; Reinventing Traditional tric design and behavioral science to Media Gold: “Beautiful, Naturally n Digital marketing agency emulate how people naturally share Mobile Studio,” Garnet Hill; Social Omnicore has opened a new office in and respond to feedback. Gongos will Media Gold: “Take on TJ,” Nike; and Dubai, UAE, giving businesses, start- further pinpoint customer pain, iden- Transformation Gold: “Healthmetre,” ups and entrepreneurs in the region tify gaps between brand promise and Turkcell. A full list of winners can be access to digital marketing services experience and help organizations found on the ARF Web site. and campaigns. design activation plans to enhance customer lifetime value. n OSI Creative, an Irvine, Calif., n U.K. research firm BrainJuicer has point-of-purchase display com- rebranded as System1 Group, which n Marking Canada’s 150th anniver- pany, received silver Outstanding is comprised of System1 Agency and sary, Passport 2017 – a news and Merchandising Achievement awards System1 Research. events app and Web site created by from Shop!, a nonprofit trade as- St. Joseph Media’s Strategic Content sociation. The company’s American n Healthcare Research & Analytics Labs and funded in part by the Crew Guitar Case display won the has relocated from Parsippany, N.J., Government of Canada – is partner- award in the hair care and skin care to a new corporate headquarters ing with Toronto-based online data permanent category and the Samsung in Cranbury, N.J. The move allows collection firm AskingCanadians to Security Camera display was recog- the firm to be in the same location discover where Canadians want to nized in the club store permanent as the other businesses of its par- go and what they want to see and do category. ent company Michael J. Hennessy across Canada this year. Under the Associates Inc. partnership, AskingCanadians will New accounts/projects assist Passport 2017 with several re- n 451 Marketing, Boston, will search initiatives to gather feedback n In Paris, researcher Bakamo begin operating under a new name, from Canadians. Social has partnered with journalist Agency 451, accompanied by a new Pierre Haski for a study showing the corporate identity and a new Web n In New York, Art Savitt, CEO of reach and impact of unconventional site. The company offers research WACS Insights & Strategy, and media sources in connection with the and analytics, creative, strategy, ad- Sharon Livingston, owner of The 2017 French presidential election. The vertising, digital marketing, public Livingston Group for Emotional non-traditional sources are catego- relations and social media. Marketing Inc., have formed a stra- rized in a Media Map, a classification tegic alliance to better serve their re- model that reflects a source’s distance n Kansas City, Mo., marketing spective research customers through from traditional media sources like analytics firm Alight Analytics combined quantitative and qualita- newspapers, radio and television. has launched Insight Group, a new tive resources. Impact will be measured by the division that will provide analyt- extent to which articles from non-tra- ics consulting and training for Awards/rankings ditional sources are shared through brands and agencies. The company social media, in both absolute terms is also making available its profes- n The Advertising Research and in relation to articles shared sional training program, Marketing Foundation (ARF), New York, an- from traditional sources. Analytics Academy. nounced the winners of The ARF David Ogilvy Awards. Some of the n London-based advertising agency n In Chicago, communications agency winners include: Grand Winner: System1 Agency has been appointed Leo Burnett has launched The Core, “Take on TJ,” Nike; Big Data Gold: by The ESOMAR Foundation, an integrated data and analytics “Make America Number One,” ESOMAR’s charity arm, to manage offering led by Chief Intelligence Cambridge Analytica; Cross-Platform its global advertising account. The Officer John Lowell. The Core com- www.quirks.com June 2017 // Quirk’s Marketing Research Review 73 bines the firm’s existing research and ous year, while Firefish’s quantitative Mobile Research reported that it has CRM specialties with the proprietary business, the numbers lab, reported received $680,000 in tax credits from Ardent search technology that the a 27 percent rise in revenue. Firefish California’s state government under agency acquired in January. US reported a 40 percent increase in the California Competes job creation revenue from the previous year. program. The credit is contingent on n Watertown, Mass., marketing and MFour adding at least 77 full-time public relations firm Greenough n Research software company staff positions in California over a Brand Storytellers has launched Remesh, New York, has closed a five-year span from 2017 to 2021, but Brand Journalism Research, a $2.25 million seed investment round, the company says it expects to sur- new research offering that helps bringing its total funding to $3.85 pass that target before 2021. clients develop their brand journal- million. The round was led by ven- ism programs. The offering includes ture capital firm LionBird Ventures n In Dallas, Hal Brierley, founder of concepting, research design, execu- and also included holding company Epsilon, e-Rewards (now Research tion, analysis and recommendations Reimagine Holdings Group as well as Now), Brierley+Partners and The for converting insights into brand individual investors. Brierley Group, has made a strategic journalism strategies across earned investment in insights technology and paid media channels. n MFour Mobile Research, Irvine, company UBMobile and joined its Calif., has partnered with Kayne board of directors. NewRoad Ventures Fund for $5 mil- Research company earnings/ lion in new investment that will n New Orleans-based audience ﬁ nancial news be used to scale technology and platform Lucid Holdings LLC has research staff, with more than $2 reported a $60 million minority n U.K. insight agency Firefish has re- million dedicated to marketing its investment led by private equity ported a 15 percent increase in group MFourDIY survey platform. The firm North Bridge Growth Equity. revenue over the past year, from £10.1 remainder of the investment will be The capital raised will be used to million to £11.7 million. The firm’s used to expand internationally and accelerate growth by advancing kids and family consultancy, The scale its staff by adding to its Labs product development, design and to Pineapple Lounge, has reported an & Engineering, Operations and Sales expand Lucid’s team in the U.S. and increase of 86 percent from the previ- departments. Separately, MFour internationally.

74 Quirk’s Marketing Research Review // June 2017 www.quirks.com CALENDAR OF EVENTS ••• can’t-miss activities

The American Society of Brain Conference - USA event on com/sentiment-emotional- Leadership Conference on Trial Consultants will hold its June 22-23 in Chicago. Visit behavioral-analytics.html. September 26-28 in Palm annual conference on June www.shopperbrainconference. Beach, Fla. Visit www. 8-10 at the Westin O’Hare com/chicago. Semiofest 2017 will be insightsassociation.org/ in Rosemont, Ill. Visit www. held on July 19-22 at the conference/2017-insights- astcweb.org/astc-conference. AMA will hold its 2017 Gladstone Hotel in Toronto. leadership-conference. Advanced Research Techniques Visit 2017.semiofest.com. The 2017 Pharma Market (ART) Forum on June 25-28 at The 2017 PMRG Institute Research Conference the Hyatt at Olive 8 in Seattle. AMA will hold its 2017 will be held on October 2-4 (Bay Area) will be held Visit www.ama.org. Summer Conference on August in New Brunswick, N.J. Visit on June 13-14 in San 4-6 at the San Francisco www.pmrg.org. Francisco. Visit bay-area. Unicom will hold a conference, Marriott Marquis in San pharmamarketresearchconference. ‘Data Analytics and Behavioural Francisco. Visit www.ama.org. NMSBA will hold its Shopper com. Science Applied to Retail and Brain Conference - Europe Consumer Markets,’ on June AMSRS will hold its 2017 event on October 5-6 at Hotel Applied Marketing Science 28 at the Millennium Hotel National Conference on Casa400 in Amsterdam. Visit will hold a Journey Mapping London Mayfair in London. September 7-8 in Sydney. www.shopperbrainconference. Workshop on June 14-15 at Visit conferences.unicom. Visit www.amsrs.com.au/ com/amsterdam. The Cornell Club in New York. co.uk/data-analytics-2017. conference-information. Visit ams-insights.com/training- The Insights Association coaching/upcoming-workshops/ The Merlien Institute will hold ESOMAR will hold its 2017 will hold the 2017 Corporate journey-mapping-workshop. its MRMW Asia-Pacifi c 2017 event Congress on September 10-13 Researchers Conference (CRC) on June 28-29 in Singapore. in Amsterdam. Visit www. on October 16-18 in Chicago. LIMRA will hold its 2017 Big Visit apac.mrmw.net.z esomar.org. Visit www.insightsassociation. Data Analytics Conference on org/conference/2017-corporate- June 19-21 at Loews Annapolis Unicom will hold a conference, AMA will hold its 2017 Annual researchers-conference-crc. in Annapolis, Md. Visit www. ‘AI, Machine Learning and Conference on September limra.com/bigdataconf. Sentiment Analysis Applied 11-13 at Caesars Palace in Las LIMRA will hold its 2017 to Finance,’ on June 28-29 Vegas. Visit www.ama.org. Annual Conference on October EphMRA will hold its 2017 at Millennium Hotel London 22-24 at the Gaylord National Annual Conference on June Mayfair in London. Visit The Strategy Institute will Resort and Convention Center 20-22 in Amsterdam. Visit conferences.unicom.co.uk/ hold its Fourth Annual Digital in National Harbor, Md. Visit www.ephmra.org. sentiment-analysis. Customer Experience Strategies www.limra.com/annual. Summit on September 19-20 at KNect365 (IIR) will hold its The 2017 Pharma CI Asia the Fairmont Chicago, Millennium 2017 OmniShopper conference Conference and Exhibition Park in Chicago. Visit www. To submit informa- on June 20-22 at the Hyatt in will be held on July 13-14 digitalcustomerexp.com. tion on your upcoming Minneapolis. Visit marketing. in Singapore. Visit asia. conference or event for knect365.com/omnishopper. pharmaciconference.com. The Strategy Institute will possible inclusion in our hold its Digital Marketing for The Strategy Institute will hold Insight Exchange Network Financial Services Summit print and online calen- its Digital Marketing for Financial will hold an event, ‘Sentiment, Europe event on September dar, e-mail Sara Cady at Services Summit on June Emotional and Behavioral 21-22 at The Tower Hotel [email protected]. For 21-22 at The Westin Harbour Analytics to Boost Brand and in London. Visit www. a more complete list of Castle in Toronto. Visit www. Customer Insights,’ on July digitalfi nancialmarketing.com. fi nancialdigitalmarketing.com. 17-18 at Marines’ Memorial upcoming events visit Club in San Francisco. The Insights Association www.quirks.com/events. NMSBA will hold its Shopper Visit www.insightxnetwork. will hold its 2017 Insights www.quirks.com June 2017 // Quirk’s Marketing Research Review 75 SAVE THE DATES!

BIG IDEAS. REAL-WORLD SOLUTIONS. 2018 EXPO • WORKSHOPS • NETWORKING

WEST COAST NEW YORK January 30-31, 2018 February 27-28, 2018 TheQuirksEvent.com INDEX OF ADVERTISERS

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

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C&C Market Research, Inc...... Inside Back Cover Quirk’s Media ...... pp. 54, 74 479-785-5637 | www.ccmarketresearch.com 651-379-6200 | www.quirks.com

Clear Seas Research ...... p. 29 Reckner Associates, Inc...... p. 49 248-786-1683 | www.clearseasresearch.com 215-822-6220 | www.blue-berry.com

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Critical Mix ...... p. 43 Schlesinger Associates, Inc...... Inside Front Cover 800-651-8240 | www.criticalmix.com 866-549-3500 | www.SchlesingerAssociates.com

Esearch.com, Inc...... p. 34 Scientiﬁ c Telephone Samples ...... p. 27 310-265-4608 | www.esearch.com 800-944-4STS | www.stssamples.com

Fieldwork Network ...... pp. 48, 52, Back Cover SSI ...... p. 7 800-TO-FIELD | www.ﬁ eldwork.com 203-567-7200 | www.surveysampling.com

Focus Pointe Global ...... p. 3 Survata ...... p. 39 888-873-6287 | www.focuspointeglobal.com 800-736-0025 | www.survata.com

Interactive Video Productions, LLC ...... p. 5 University of Georgia/MRII ...... p. 17 732-970-9446 | www.interactivevideo.com 800-325-2090 | www.principlesofmarketingresearch.org

M/A/R/C Research ...... p. 51 WebMD Market Research ...... p. 57 800-884-MARC | www.marcresearch.com 212-301-6700 | www.webmdmarketresearch.com

Marketing Research Education Foundation ...... pp. 40-41 903-484-MREF | www.MRGivesBack.org

Quirk’s Marketing Research Review, (ISSN 08937451) is published monthly by Quirk Enterprises Inc., 4662 Slater Road, Eagan, MN 55122. Mailing address: P.O. Box 22268, St. Paul, MN 55122. Tel.: 651- 379-6200; Fax: 651-379-6205; E-mail: [email protected]. Web address: www.quirks.com. Periodicals postage paid at St. Paul, MN and additional mailing offices. Subscription Information: U.S. annual rate (12 issues) $70; Canada and Mexico rate $120 (U.S. funds); international rate $120 (U.S. funds). U.S. single-copy price $10. Change of address notices should be sent promptly; provide old mailing label as well as new address; include ZIP code or postal code. Allow 4-6 weeks for change. POSTMASTER: Please send change of address to Quirk’s Marketing Research Review, P.O. Box 22268, St. Paul, MN 55122. Quirk’s Marketing Research Review is not responsible for claims made in advertisements. www.quirks.com June 2017 // Quirk’s Marketing Research Review 77 ••• Conversations with BEFORE YOU GO corporate researchers 10 minutes with... Kara Sterner Director of Innovation, Bumble Bee Foods

Describe your journey to becoming the director of innovation at Bumble Bee Foods. A learning journey is the perfect way to describe how I got to where I am today. It really all started with an interest in understanding how we as consumers make decisions to buy stuff. I have deep roots in the principles and practices of marketing, doing everything from introducing interior designers/magazine publishers to luxury textile lines, designing RFPs to win multimillion-dollar architecture jobs, bringing new technologies to life for retailers or building new brands and product lines from white-space opportunities. The common thread across these accomplishments is the use of insights and data to define the chal-

r lenge and ultimately solve the problem. e rn te S How have you leveraged agile research in the past? ra Ka What I love about many of the new agile marketing research solutions becoming available and reputable is the speed at which we as a business can capture insights and integrate them into our processes. Marketing research gets a bad rap for being both costly and lengthy but with some of the newer agile tools, this is changing. For example, at Bumble Bee we have been able to iterate new product concepts multiple times through agile research – quant and qual – during the first two phases of our Stage-Gate process in a matter of weeks vs. “Marketing research months, which in the big picture has saved us time and money. In addition, agile research has enabled our organization to prioritize and focus on the ideas gets a bad rap for being that resonate most with a targeted consumer through the use of quant concept testing that brings results within seven days. That is lightning-fast!

both costly and lengthy What tips can you offer to researchers looking to gain buy-in from the C-suite to leverage a new type of research? but with some of the C-suite buy-in is absolutely imperative if you want to grow the use of insights throughout the organization and continue to be funded. Two of the biggest challenges I have faced – not just at Bumble Bee – are when the C-suite newer agile tools, this is does not understand how to use the data and when they are not seeing things move quickly enough. As insight-centric professionals, it is our job to help changing.” the C-suite by bringing actionable insights to the table – not just a bunch of data – as well as to use the best research method that will uncover an insight within an acceptable timeline. At Bumble Bee, the monthly/quarterly meeting cadence we have with our Innovation Steering Committee is valuable time where we established a consistent way to look at insights that help inform the go/no-go decisions. For example, when sharing concept scores, we show them in the context of everything we tested against as well as competitors in the category. This helps keep the group grounded. With regards to speedy research, we have addressed this by providing a recommended approach but also including two other routes we could take the project, outlining what we gain or lose Read the full interview at quirks.com/ articles/2017/20170622.aspx. as the process changes.

78 Quirk’s Marketing Research Review // June 2017 www.quirks.com Taste. Touch. Feel. SMELL. Unmatched Sensory Testing!

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