- Conference Start
April 21, 2016
The world is awash in data. New data streams continue to be created. As researchers, how do we separate the signal from the noise? How do we value and weight data from various sources? How do we combine, simplify, and synthesize all of this data? The MSMR Alumni Association wishes to answer these questions at the 2016 conference.
The MSMR Alumni Marketing Research Conference is designed to provide continued education, bringing the market research community together to develop relationships, share ideas, motivate our community, and heighten the impact of market researchers everywhere.
The Theory of the Crime: What Market Researchers Can Learn From A Real Life Murder
David Bakken, Ph.D.
Founder and Managing Director at Foreseeable Futures Group
David Bakken is a consultant, market research innovator and award-winning author who helps leading companies navigate the uncertainty surrounding critical business decisions. Since 1991 he has applied prediction science to assist clients in a variety of industries as they make decisions around innovation, pricing, product and service design, customer experience management, and strategic market segmentation. He presents frequently at industry conferences.
Prior to founding Foreseeable Futures Group, David held senior executive positions at leading market research firms, including Nielsen/Harris Interactive, where he was Executive Vice President and Chief Scientist.
David specializes in framing decision problems and designing data strategies to confirm hypotheses about the underlying causal structure of markets. He leverages his training in cognitive social psychology to provide deep insights into customer motivation and decision-making.
David earned his Ph.D. in Social Psychology from Boston University and his B.A. from the University of Michigan. David is a member of ESOMAR, the American Marketing Association, and the American Psychological Association.
On 13 January 1999, a high school student in Maryland (US) went missing. Her body was found in a shallow grave about a month later. She had been strangled. Her former boyfriend was arrested and, after two trials, convicted of her murder. He is serving a life sentence in prison. Last year this crime became the subject of “Serial,” a podcast presented in twelve weekly episodes and produced by National Public Radio (NPR) in the US. “Serial” was the top-ranked podcast on iTunes for more than three months, and has been downloaded more than 5 million times.
Most of the fascination with “Serial” stems from the fact that the case is very messy. The case against the boyfriend, a Pakistani American, was based on the testimony of a single witness that was supported by some cell phone call records that were at least consistent with that witnesses account. But there were some call records that were not consistent with that account, and a potential alibi witness who was never even questioned or put into the witness box. There was absolutely no “smoking gun” physical evidence to connect the boyfriend with the crime. So we have lots of evidence (data), one narrative about the crime (a hypothesis) and no good way to test that one hypothesis against all of the evidence.
Perhaps it will surprise you that this same situation—many different pieces of evidence or data that point to different, competing insights or conclusions—happens all the time in marketing decisions. The anecdotal reports of the sales force might be different from what a tracking study reveals, for example. In the face of contradictory facts, we do what the detectives and prosecuting attorneys did in the “Serial” case—we give more weight to those facts that help us create a coherent, compelling story and less weight to those that we cannot integrate into a single compelling narrative.
The main question driving “Serial” is whether or not the prosecutors extracted the right “theory of the crime” from the evidence and the boyfriend (Adnan Syed) should have been convicted based on all of the facts. For marketing decisions the corresponding question is whether we’ve extracted the right insights from the evidence and, consequently, made the right decision. In this paper I’ll show—using the evidence from the “Serial” case—how a mathematical formula invented in the 18th century (Bayes’ Theorem, of course)—can lead us to the right insight without ignoring away the facts that don’t seem to fit our “theory of the crime.”
Visualizing Research Data
Founder/President of InfoNewt
Randy Krum is an infographics and data visualization designer, the Founder and President of InfoNewt (www.infonewt.com), a data visualization and infographics design company, instructor of Infographics and Data Visualization Design at Southern Methodist University’s Continuing and Professional Education program (CAPE), and Organizer for the DFW Data Visualization & Infographics Meetup group (meetup.com/DFWDataViz). He is the author of the book, “Cool Infographics: Effective Communication with Data Visualization and Design,” and the website, Coolinfographics.com. Started in 2007, the site has grown into one of the most influential infographic sites online, handling up to 50,000 unique visitors a day. He designs infographics for clients used for both online distribution and internal communications. Randy delivers presentations and workshops at conferences, universities, corporate events, and government agencies about infographic design, data visualization methods, visual content marketing, and the effective use of visuals. Learn more at RandyKrum.com
Data visualizations, charts and infographics are commonly used as designs for content marketing, but many companies are applying those skills to confidential, proprietary data to better communicate internally and with customers. Randy and his designers at InfoNewt have designed hundreds of graphics based on both quantitative and qualitative research for companies all over the world. While much of InfoNewt’s design work is confidential, this talk will share many of the custom chart styles and innovative data visualization methods used to bring consumer research and market research data to life. From consumer profiles to survey respondent distribution, expect to see some new ways to visualize your data.
The Consumer Journey. Layering Methodologies To Go Beyond Path To Purchase
Managing Director, Consumer & Retail at Market Strategies International
Paul Donagher leads Market Strategies’ consumer and retail group and has a broad experience in hospitality, retail, telecommunication, travel, food and beverage and OTC. He is driven by a simple desire to use data-driven knowledge to help clients answer their key business issues. Throughout his career, Paul has helped his clients use primary research to solve many strategic issues, particularly in the disciplines of new product development, segmentation, brand management and customer experience. As a native of Scotland, Paul follows Killie Football Club from afar, still hoping for the day he’ll be signed as their center-forward.
Vice President, Consumer & Retail at Market Strategies International
Randall Hula is Vice President and Consumer Insights Lead at Market Strategies International. He has spent a long career delivering insights to clients that lead to stronger connections between brands and customers. Working with clients across more industries than he would like to admit, including his current work in consumer goods and retail, his experiences have galvanized his belief that customers face similar decision processes. And it is within the touchpoints and trade-offs of the consumer journey that leads to understanding the deep, multilayered relationships between brands and their target market.
Over the past decade, he has led research initiatives for companies as diverse as Clorox, Georgia Power, Johnson & Johnson, Marriott Corporation, and Time Warner. Prior to joining Market Strategies International, Randall was Senior Vice President at Decision Analyst and before that Vice President of Custom Research and Business Development for Flake-Wilkerson Market Insights.
Randall is often quoted for his work in the cable television industry and regularly publishes blogs to FreshMR focusing not only on industry-specific news, but on the larger issues facing our own industry today. He holds a BBA with a specialization in Marketing and Advertising from Harding University where he also continued post-graduate studies.
Consumer behavior is a complex puzzle – one that is vital for brands to solve if they are to win in the marketplace. But it’s not enough to simply understanding purchase behavior – culture, lifestyle, shopping personality, and consumption are just some of the pieces that reveal what someone needs from a product or category.
As researchers, we must use a variety of approaches to illuminate potential touchpoints, triggers and moments of influence – we cannot rely on a single attitudinal or behavioral source if we are truly to understand complex behaviors. In addition to utilizing tried and trusted methodologies, such as ethnography and online surveys, we also must leverage the observational value technology to tell a complete and actionable story.
Using real world case studies, including examples of final deliverables, we will show the benefit of remaining tool-agnostic, and integrating approaches such as photo analytics, micro-surveys, life-logging, eye tracking, facial mapping and other methods to provide a holistic view of consumers and address the brand’s need.
Breaking up Is Hard to Do: Metrics That Matter During Disruptive Times
William (Bill) Hyland
Director of Insights, Hewlett Packard Enterprise
Customer insights & marketing strategy professional with B2B and Consumer experience in the Technology and Consumer Packaged Goods industries. Expert in providing traditional customer-centric guidance/insights to strategy, marketing, branding and product teams. Significant experience in Sales enablement, pipeline acceleration and insights/learning around deals recently Won or Lost to increase win rate. Ability to analyze competitive content, activities and value proposition and bring forward specific recommendations to blunt competitive inroads and activities.
Both HP and Symantec recently went through corporate separations.
Customer and market insights were critical to success by providing realtime and ongoing insights to company decision-makers from multiple business channels. Broad areas of focus included:
- Integration and Synthesis of Data
- Same problems, same industry, different solutions
- Insights to inform and shape the message
The What’s vs. Why’s of Market Research
Don E. Schultz, Ph.D.
Professor (Emeritus-in-Service) Integrated Marketing Communications, The Medill School, Northwestern University, and President of Agora, Inc.
Don E. Schultz, BBA (University of Oklahoma), MA and PhD (Michigan State University) is Professor (Emeritus-in-Service) Integrated Marketing Communications, The Medill School, Northwestern University, Evanston, IL and President of Agora, Inc., a global marketing, communication and branding consulting firm.
He consults, lectures, and holds seminars on integrated marketing communication, marketing, branding, advertising, sales promotion, and communication management in Europe, South America, Asia/Pacific, the Middle East, Australia, and North America. He is the author/co-author of twenty-eight books and over 150 trade, academic and professional articles. He is a featured columnist in Marketing News and Marketing Insights.
Does Research Kill Creativity?
Chief Marketing Officer at USAA
Roger Adams has served as Chief Marketing Officer of USAA since 2010. Roger has over 30 years of marketing experience, spanning consumer packaged goods, durables and retail industries. Prior to USAA, he served as Chief Marketing Officer at Lord & Taylor as well as The Home Depot, with responsibility for Advertising, Media, CRM, Sponsorships, e-Commerce, and credit marketing. Previously, Roger was Executive Director of Advertising, Marketing, Media and CRM for General Motors. He began his marketing career at PepsiCo.
Roger received a BS in Communication Studies from Northwestern University and an MBA from New York University. A member of the Board of the ANA, Roger also serves as the Chairman of its Brand Management Committee.
The benefits of research and analytics are well known to the research community, but some Marketing practitioners have felt that data can inhibit the creative process. Others have concerns that too much research can make creative formulaic, or devoid of empathy.
In this session, Roger will look at the impact that marketing research and analytics had on the development of creative practices at USAA, and you will be able to assess the benefits and tradeoffs for yourself. He will also discuss the expanding role of analytics in digital marketing and how this results in better targeted marketing and impacts the creative process.
Importantly, this session will offer the point of view of a Chief Marketing Officer, as one who consumes research and analytics, with the hope to further the dialogue of how data and research can become more valuable in Marketing Departments.
The Rationally Irrational Consumer
President of McKee Wallwork + Company (MWC)
Steve McKee is the president of McKee Wallwork + Company (MWC), Advertising Age’s 2015 Southwest Small Agency of the Year. He is the author of When Growth Stalls: How it Happens, Why You’re Stuck and What To Do About It, an award-winning business book now published in four languages, and Power Branding: Leveraging the Success of the World’s Best Brands.
MWC specializes in revitalizing stalled, stuck and stale brands across the U.S. The firm made the Inc. 500 list of the fastest-growing private companies in America its first year of eligibility, and has twice won the prestigious Effie Award for marketing effectiveness from the American Marketing Association. In addition to being named Southwest Agency of the Year, MWC also won Advertising Age’s B2B Campaign of the Year award.
A marketing strategist for nearly thirty years, Steve has held executive positions at notable international agencies including NW Ayer, Della Femina, and a division of McCann-Erickson Worldwide. He is also the co-founder of a successful Bay Area tech startup, a company that is redefining an entire industry as a result of insightful research into its “rationally irrational” consumers.
Steve was a popular Businessweek.com columnist for more than a decade and has been published or quoted in The New York Times, USA Today, Forbes.com, Investor’s Business Daily and The Los Angeles Times, among others. A popular speaker at corporate and association events, he has appeared on CNBC, ESPN2, CNNfn, Bloomberg, and network television affiliates across America.
There may be no better example of the integration and synthesis of data than when a brand needs to craft an appeal to consumers who are in some ways rational and predictable and in others emotional and erratic. We must leverage marketing research to the hilt while at the same time resisting the temptation to be blindly directed by it. Interpretation is everything. The best marketers combine statistics, observation, anthropology and psychology to develop a “rationally irrational” profile of their customers. In this presentation, branding expert Steve McKee will make that case by citing research from a variety of sources and provide an insightful mnemonic device that you can take home and apply to your specific customer challenges.
Futurescape of Health and Wellness
Global CEO at Kantar Health
As Global CEO, Lynnette leads Kantar Health’s global business and guides the organization through organic and acquisition-related growth. Known as a great connector of people, she creates diverse teams to challenge each other and generate the best ideas for serving clients. Drawing on her consumer background and product management experience at Newell Rubbermaid, Lynnette brings fresh and innovative perspectives to the development of Kantar Health offers and services with a distinct focus on the patient.
Lynnette serves on the CASRO board of directors and on the advisory board for the Master of Science in Marketing Research at Michigan State University. In 2010, she was named one of the 100 Most Inspiring People in the life science industry by PharmaVOICE magazine and in 2011 she was the recipient of PMRG’s R.R. Fordyce Award.
Significant advances in quantified self and wearable mobile health technology, in conjunction with the ubiquity of the smartphone, are allowing our researchers to capture deeper patient experience insights than were previously possible through traditional channels. Smartphone-enabled market research delivers feedback on events as close to the “moments of experience” as possible, whether those experiences are pain episodes, bouts of nausea, asthma attacks or doctor-patient consultations. It also enables us to surpass limitations of traditional research and capture rich, emotional data in the form of photos and videos. Today we can dive deeper into the healthcare consumer experience in a way that typical survey questions cannot.
Mobile technology now extends far beyond the smartphone. In healthcare, it’s fostering new growth and advances in mHealth technology by creating opportunities to passively collect accurate biometric data. These data, combined with survey data and other traditional market research methods, are delivering a deeper and more holistic view of the healthcare consumer and enabling better understanding of the levers that impact attitudes, behaviors and more importantly – health outcomes.
Come find out how your company, regardless of industry, could play a role in improving lives.
Global Analysis – Local Sensitivity and Global Perspective
Qualitative Research Consultant at Silvia Fassi, Inc.
A Qualitative Insight specialist, Silvia has devoted the past 25 years to the use and development of qualitative methodologies to help clients achieve their strategic objectives both domestically and internationally. She has spent the first 10 years of her career working for leading research and marketing agencies in the UK – Research International (now TNS)- and The Added Value Company) heading global qualitative projects. In 2002 she set up her own Qualitative Consultancy in the US focusing on both domestic and international work.
Her approach to qualitative research is a combination of motivational, exploratory and creative methodologies with tailored exercises to enhance consumer expressions and dive deep into consumer underlying motivations.
Her work has been pivotal to the positioning of key brands, development of new products and design of strategies.She specializes in Innovation and Brand Positioning – covering all aspects of the marketing mix from Advertising Development to Packaging Development.
Education: Master of Philosophy in Social and Political Theory from Cambridge University, UK; Post Graduate Diploma in International Studies, School of Advanced International Studies (SAIS) , Johns Hopkins University, US; BA in Economics and International Relations from Tufts University, US.
The presentation will focus on International Research and how to get to Global insights while understand local specificities
STEP 1: GETTING THE METHODOLOGY RIGHT: DESIGNING A METHODOLOGY THAT WORKS FOR THE MARKETS (MAY DIFFER BY MARKET)
In designing the methodology there is a need to have an understanding of the local culture to get the most out of it.
STEP 2: THE RESEARCH PROCESS – ATTENDING THE RESEARCH – THE IDEAL SCENARIO
- The role of the Local researcher and the role of the Global researcher.
- The ideal scenario is when a Global team member attends the research and personally briefs and debriefs with the local team as well as attending the research.
STEP 3: PULLING IT ALL TOGETHER
- Input from the Local and Global teams coming together/data-merging: discussion and analysis of commonalities and differences in an interactive way.
- Going from the big picture to the details and vice-versa.
- Never force commonalities where they do not exist, this may result in big strategic mistakes.
I will be sharing some case studies (mentioning the category but not the brands) to illustrate the points above.
2016 Speaker Presentations.
For questions or to inquire about speaking opportunities, please email Jerry Thomas