Interview With Isabelle Landreville (Sylvestre Marketing) on Millennials

Posted by Paul Long on December 9, 2014No Comments

I spoke with Isabelle Landreville of Sylvestre Marketing last month about the presentation on Millennials she gave to the MRIA’s Social Connect for client-side researchers. In the video below she talks about the differences of millennials compared to previous generations, and what to consider when conducting research with them.

Amy Davies on Creating Maximum Impact

Posted by Paul Long on December 7, 2014No Comments

I had the opportunity last week of interviewing Amy Davies (Wrigley).  Amy spoke about “Creating Maximum Impact” at the MRIA’s Social Connect for the Client Side Researcher’s Council.

Among other things, Amy’s presentation covered moving away from being an order-taker to ensure relevance and  the future of the client side researcher position.  My interview with Amy is below.





 

NewMR Festival 2014 — “Everything we now know about F2F groups we learnt from online qual” by Sue Bell and Suzanne Burdon (Susan Bell Research)

Posted by Paul Long on December 2, 2014No Comments

The following notes are recorded live from the Asia Pacific session of the 2014 Festival of NewMR, hence there may be typos and grammatical errors.

Session title:       “Everything we now know about F2F groups we learnt from online qual”

Presenter:            Sue Bell and Suzanne Burdon (Susan Bell Research)

Everything we know about face to face groups we learned from online qual

Well…maybe not everything

Questions:  Do we lose anything from online groups instead of traditional, and does it matter?  Do we gain anything from online?

Should take what we learned in F2F and apply it to online

Method:  Talked to 14 people who had particpated in a 3 day online BBG and at least two F@F focus groups

Face to face online?

Things they worried about online

  • Community interaction
  • Can’t hide real me
  • Stronger engagement and more creativity in face-to-face groups

But…what respondents told them about online was pretty explosive

  • Can give the issues more consideration
  • i express myself better, never tongue tied
  • Can be themselves
  • feel more in control
  • less intimidated by others
  • opinion counts

Challenging some myths

F2F

-creates community and benfefits from interaction -

Truth — these are indivdiuals — no real interaction

“I am only there one or two hours.  I am not there to make friends.  I don’t really care.”

“I am someone who thinks about being judged in social situations.  I tend to be more reserved.  I wonder..did i say too much.”

Online – “I enjoyed seeing other peoples perspectives, different opinions, where they’re coming from.”

Myth

F2F — shows the real me

Online — people can hide

“Online you don’t have to walk out with the people afterwards, or meet them in the shops.  You’re never likely to see them again.  You can be yourself.  More of the real you”

“You are likely to be more critical online because you don’t have to see people’s reactions and know by their body language that they are pissed off.”

Have changed moderating based on this, are less likely to “pounce on people”, better for people in room to know what was expected of them

Myth

F2F — engagement will lead to debate and creativity

Online — lack of engagement stifles creativity

Participants felt it was easier to communicate online, and have the ability to take time to think about response.

“In a face to face group you are put on the spot and you are influenced by the people around you.  If someone goes off on a tangent you might forget what you wanted to say.”

“Online I can do more research.”

“You can think about what you want to say and process it.  So you can go off and have a shower and think what you want to say then write it.”

Findings have shaken up the way both moderators work.

 

 

 

NewMR Festival 2014 — “All About Mobile” by Navin Williams (Mobile Measure Consultancy)

Posted by Paul Long on December 2, 2014No Comments

The following notes are recorded live from the Asia Pacific session of the 2014 Festival of NewMR, hence there may be typos and grammatical errors.

Session title:       “All About Mobile”

Presenter:            Navin Williams, Mobile Measure Consultancy

Global Mobile

  • Total world pop 7.2 billion
  • Active internet users 3 billion
  • Active social media accounts 2 billion
  • Hyper mobile web usage, currently 25% of total web traffic, up from 14% last year

Mobile internet is not one thing, it is a host of things.  Multiple devices being merged into one.

Global data snapshot:

  • 52% of total global pop is urban
  • 37% of total gp are online
  • 26% social networking penetration
  • 93% moible subscription penetration

Social communication evolving to mobile message (away from Facebook and toward What’s App etc)

Mobile Messaging is number 1

  • mobile apps are doubling every year
  • mobile essaging is growing three times that
  • 2/3 of digital universe content = consumed/created by consumers (video watching/social media usage/image sharing)

Go East

  • APAC is 50% of the digital world
  • 54.7% of global pop
  • 47.5% of global internet users
  • 52.5% of social
  • 47.6% of mobile
  • 82% of total mobile subscript are prepaid
  • 18% are post paid
  • 21% are 3G

The need to connect in China is greater

Mobile social messaging driving growth

Messaging — messaging apps have the highest engagement level of all apps

-social community platform with cross demographic penetration

WeChat

  • MM platform with 468+ million active users
  • fastest growing messaging platform global (379%)
  • beyond messaging – ecom, social, voice, media channel

Tools

-Whats app — 600 million

-We chat — 468 million (but 150 million payment users)

China

-WeChat 9.3 Billion spent on 11/11/2014

-69 % of Chinese consumers have purchasaed on mobile compared to 46% of US

WeChat

  • user friendly design
  • can instantly reward participants
  • clean data immediately

NewMR Festival 2014 — “Finding the Right Emotions” by Neil Gains (Tapestry Works)

Posted by Paul Long on December 2, 2014No Comments

The following notes are recorded live from the Asia Pacific session of the 2014 Festival of NewMR, hence there may be typos and grammatical errors.

Session title:       “Finding the Right Emotions”

Presenter:            Neil Gains, Tapestry Works

  • Our brains think visually
  • Emotions are non-verbal
  • Imagery can capture Emotions

Looking at how animals evolve, have many emotions (these are also human emotions)

  • Fear
  • Care
  • Panic/grief
  • Lust
  • Play
  • Rage
  • Seeking

Humans are more sophisticated than animals, but have a lot in common.  Twelve goals:

  • Idealist
  • Ruler
  • Guru
  • Catalyst
  • Warrior
  • Artist
  • Explorer
  • Rebel
  • Joker
  • Seducer
  • Everyman
  • Caregiver
  • Idealist

Successful brands need to make it clear which of these archetypes they focus on:

  • Ikea — democratic, focuses on the everyman
  • Virgin — the Joker

Visuals don’t need translation, they can work in Jakarta and Sydney

Case Study 1

External feedback on a brand’s emotional profile, seen as authentic, competitive, clever, supportive but faceless.

When you ask customers what they would like business to be like

  • understand them as an individual
  • more innovative
  • a little less “faceless”
  • Internal stakeholders
  • they feel that their company is quite innovative
  • concerned about issues of control
  • quite optimistic about company, but feel that some in company are in denial
  • some are confident about future, but some feel they are being manipulated by senior management and regulatory environment

R — Created a profile very much focused on the ruler

When you asked staff how they would like to feel, focus on teamwork, feeling empowered, more focus on everyman

Capture emotions with emotional “language”

  • our brains think visually
  • emotions are non-verbal
  • imagery can capture emotions better than words
XSLT by CarLake
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