Showing Up Matters…..Showing Up Every Time Matters Even More!

I love baseball! If you know me personally, then you know how much I love baseball, to the extent I still play to this day on competitive baseball teams. 16 years ago, today, Cal Ripken Jr. set the record for most consecutive games played – 2,131. Pretty impressive!! There was a 22-minute standing ovation that voiced the appreciation of the fans in attendance that day – also impressive!

How often are you tempted to “phone it in” or decide to not show up and call in sick? As a researcher, you know how intense our schedules are, how easy it can be to catch a cold from flying on various planes, constantly changing climates, and germ-filled hotels (bedbugs anyone?). I learned from my mentor, Tim Ishii, while playing music professionally in college that you’re only as good as your last gig. Words that stick with me to this day.

How good was your last “gig”? Did you phone it in because the project was “just another day of toilet paper focus groups”, or the 29th IDI out of 30? Or, did you dial it up a notch and see if you could get even more from the research than you thought you could? We spend so much time in the marketing research industry talking about consistency, non-bias, etc., but how consistent do we strive to be personally? I am guilty of geeking out and being addicted to new learning, and I try to not harness it and let it go wild, but I’ll admit there have been times where I have felt like there was no new learning to be found. The funny thing is that it often turns out to be the most interesting interview of all!

Clients appreciate consistency. They like knowing that they can call on you and know exactly what to expect, and that you will give it your all each time, every time. This isn’t rocket science or new thinking, but something we must still constantly keep in mind. By game 2,131 I bet Cal Ripken Jr. had seen just about every single scenario that could possibly happen, but he still showed up. The even more impressive part is that he showed up ready to play and at the top of his game every time he stepped onto the field.

Would your clients give you the equivalent of a 22-minute standing ovation?

Quick video – http://es.pn/q1tQ6Q 

Have you visited the Spych Facebook Page ?

You can catch Tim Ishii and his sister, Leslie, as the opening keynote speakers at this year’s ESOMAR Qualitative Summit in Viena!

 

 

Technology Driven Market Research Event – Chicago

We’re on-site at the 2011 IIR Technology Driven Market Research Event here in Chicago this week!

John Snowden is out here with us, and we will be live-tweeting and video blogging on behalf of the Greenbook Blog, New Qual Blog, and IIR.

Look for updates from us with one on one interviews from attendees and speakers, and follow along with us by checking out the #TDMR hashtag.  Do you have any questions for any of the attendees or speakers?  What are you most excited about for the future of Market Research, specifically regarding technology?

Beating the Dead Horse and Comparing Apples

(I have had this post half-finished, and was inspired to finish it after seeing @Frankie_Johnson’s recent post)

Enough with the Henry Ford references!

I get the point.  I really do, but it just doesn’t resonate very well with me.  True, if Henry Ford asked the people what they wanted, they probably would have said they wanted a faster horse or something of that nature.  But, equating that with MR and its “irrelevance” is somewhat shortsighted.  Though, maybe it is not totally inaccurate.

The essence of research is not to ‘parrot’ what consumers say in front of the glass.  The clients have ears, and the A/V and FocusVision tools provide that ‘insight’.  Isn’t our role to take the commentary from people and then apply our skills and knowledge to turn it into meaningful impact for the client?  Frankie’s discussion of how the conversation would have gone down, if a good researcher was involved, is probably a much more likely scenario.  Though it does scare me that the opinion of MR is that we would have walked out of the room and wrote a report on how we could make the darn horse go faster!  Maybe we feed it more protein?  Super-natural hay?

Next up is Steve Jobs.  Apple doesn’t do research.  What that really means is that Apple does not hire researchers and consultants.  There is really nothing wrong with that.  Honestly, I think they are doing a great job and are one of the most innovative companies out there, but not everyone is Steve Jobs.  Apple’s core structure allows them to function successfully in this way as well.  Not all companies are fit to allow for truly organic innovation.  In fact, many companies have a structure that is detrimental to innovative thinking.  What Steve doesn’t tell you is that they think about the consumers in ways that other companies should be doing in the MR process.  They have an innate understanding for consumer wants and needs, and regardless of what they say, they are good listeners.  They do listen to the pulse of the people, and look for opportunities to grow and innovate.  They are pros at challenging the status quo.

Not to beat a dead horse (pun intended), but this goes back to an image problem.  How do we change this image of the MR world?  How do we continue to showcase the innovations and advancements we have made and continue to make?  There has been so much buzz around the MR/Consumer Insights realm recently, and it is extremely exciting!  How do we keep this going?  My “step in the right direction” answer is to cut out the roadblocks.  Push the limits and quit being afraid to fail.  It’s key to have a voice.  In this era of equality in media, why do we not have more of a representation in the digital space?  It’s growing; it really is, but not fast enough!

I personally promise to start blogging more frequently and more meaningfully (without just writing for writing’s sake).  I also promise that the efforts we put forward in creating good content will not be self-serving, and that we will do our part to help better the MR industry and its overall image.  But, a handful of companies can’t move the needle.  Spread the word, because as the tide rises, so do all of the boats!

Honest question.  Are you/Is your company a parrot?  Or, are you striving to continually be a mechanism of innovation?

As always, thanks for reading!

Each reader makes a difference 🙂

Market Research in 2011 – Are You Ready?

Here is something to chew on as you start to wrap up 2010 and hopefully have already begun thinking about 2011.  I want to know your thoughts as well, so please share!

The walls fall down:

Researchers are finally going to get sick of talking about this qual/quant divide.  So many blended advancements will also help to break bricks and create a universal language which we will call understanding.  That is, understanding the consumer first as a person (More on that in a bit).

Another barrier that will continue to deteriorate in the 2011 is this MR silo.  It’s inefficient and quickly becoming a barrier to the almighty Understanding…at least in achieving it in an effective and efficient means.  MR is going to be a facet of the entire communications/customer relationship mix.  Those walls between marketing/advertising/PR/etc. are coming down too.  MR will follow.  Communications, driven by the consumer, are too fast to have completely segregated teams trying to keep up.  That gap between the marketing and MR teams will diminish rapidly, and it’s okay…I promise!

Consumer is King:

We’ve gone through content, the message, the medium, and a bunch of other manifestations of king, but the true focus will be on the consumer, and not as a customer….as a person.  Panel/sample providers will focus on better knowledge of them.  Researcher/moderators will focus on better relating to them.  Companies/brands will focus on treating them and communicating with them in better formats.  B2C, B2C, C2C, it’s all the same when you drill down to the basics of humanity….unless you sell to robots.  People have wants and needs, they are rational and irrational, and people work with and buy from people they like.  Are you likeable?

V=[(R+T)/A]-P:

It looks confusing, but it isn’t.  It’s about value.  It always has been, and always will be!  Value equals Relevance and Timeliness over accountability, minus price.

Expectations of relevance are extremely high, and will continue to grow even higher.  The digital persona provides a high-level of detail about our lives, wants and needs.  As people, we expect communications to be tailored and relevant, it will be researchers’ jobs to translate and interpret into digestible and executable bites.

Timeliness is redefined.  People expect faster results from Companies, Companies want faster results from MR and MR wants faster support from its suppliers.  Nothing will change that.  It’s do or die.  Embrace the tools that serve as a life vest because the storm is coming.

People want that same level of highly tailored relevance every time they interact and engage a brand.  They expect the brand to be accountable, and they will find someone else if the brand falls short.

Price is not irrelevant; it’s just not the most important piece of the pie.  Sometimes the reduction in price/monetary value is not a cheapening of status, but more-so a re-balancing and association with relevance and overall worth.  Consumers will pay more for greater value in return.  With the advancement of transparency through social media there are just less places to hide.

Under the Influence:

This whole rise of interest in the influencer model is not a fad.  Influence matters and the way in which people obtain, sustain and utilize influence will be highly studied by companies and researchers.  Do you have influence?  What is influence?  How do I get it?  What do I do with it?  How do I measure it?  Figure out the answers to those questions, because your clients are going to ask you for them.  Researchers will need to know how to identify, relate to, understand and utilize influence in the world of communication.

Hybrids:

I’m not talking about cars.  I am talking about the blend between what we call traditional and new, in-person and online, and quant and qual.  After the walls come down, we build new ponds where ecosystems consisting of appropriate blends and mixes of these variables exist in not only harmony, but synergy.  Many researchers talk about the ideal projects where clients approach them with a problem in need of a solution, rather than a request in need of a bid.  Well, I fell like you will have your chance 2011, are you ready?  We will need to know the full plethora of research solutions and how they best apply to providing specific solutions to client problems.

Mobility:

The smallest of the “three screens” is going to be the most important in 2011.  If you look at the formula for value I portrayed above, then it’s no surprise that mobile devices have a huge play in 2011.  We have only scratched the surface of what we can do with mobile.  Get ready for amazing advancements in 2011!

Leadership and Collaboration:

We’ve talked about influence, now let’s talk leadership and collaboration.  We have driven to such specialization in today’s world that in order to keep up, things are going to have to do a bit more consolidating in order to be most effective.  I see smaller companies being incorporated into bigger ones and several companies who are smaller and more specialize teaming up to go after bigger wins and offer more complete solutions.  It’s not really a surprise; it’s history.  If you are seen as a leader in the space your role with clients will evolve in 2011, from leading individual projects, to more of a consultative partnership with clients (this is a good thing!).

Collaboration on the consumer side of things is not too much different.  We’ve made enough mistakes in collaborative design and crowd sourcing that in 2011 we will maximize its efficiency and effectiveness.  It’s really not that different of a total concept from what he have always done in MR.  As researchers, our job has revolved around crowd sourcing ideas, concepts, feedback etc.

This list does not serve as an exhaustive list of changes to expect in 2011, and I may even post some additional thoughts at a later date.  But, I think it gives us something to think about, and discuss as a starting point.  What do you think?  What is missing?  What points do you argue?

Thanks for stopping by!

Recap – The 2010 QRCA Conference in Philadelphia

I sit here in the CLT airport on a short layover before my flight home to Dallas and my mind is still on info overload from the past few days.  This was my third time to attend the QRCA Annual Conference, and it will definitely not be the last!  In my opinion, attending the annual conference is one of the biggest member benefits for QRCA members.  The amount of education, networking and fun that occurs over three days is amazing.

QRCA has played a tremendous role in my market research career.  In 2007 when I joined D. Gustafson & Associates, Dave asked me to start early (Friday instead of Monday) so that I could attend the Philadelphia Chapter’s QRCA meeting.  That meeting was my first day on the job as a qualitative researcher, and the beginning of several close friendships.  The way in which QRCA’ers come together and share in mentoring and collaborating is something of a rarity in the world of professional organizations.  I know many preach of collaborative spirit, but with QRCA, I can honestly say I look forward to connecting with friends every conference…..it just happens they are also qualitative researchers!  Some of my first projects, upon starting Spych, have come from QRCA friends and I know this is true of many other members as well.

This spirit of collaboration was very strong at this year’s conference, and the topic of many sessions, like the one by Carla Essen and Amy Winstel.  The positive outlook for qualitative research relies heavily on the notion of collaboration and community.  The only way we can evolve the industry in a timely fashion and keep it on the forefront of the innovation spectrum is to collaborate and work together to educate and help mentor our quali peers.  I had great conversations with Renee Murphy, Kendall Nash and Lynn Greenberg about the need to educate our QRCA peers and industry colleagues on the world of Social Media Research, and to help position QRCA as a leader in the scene.  A few folks even brought up the topic at the Town Hall meeting yesterday afternoon, and expressed interest in helping out.

One of my favorite aspects of this year’s conference was seeing the continual growth of “young” researchers!  I say “young” because as I explained at the conference, “young” to me is young in age, young at heart, young to the industry, or young in the organization.  If you’re interested in joining the newly-formed QRCA Young Professionals Shared Interest Group let me know!  We are looking for mentors and those with experience and knowledge to share with our youngsters as well.  Kendall and I were VERY excited to have over 20 people attend the YP SIG dine-around on Wednesday night!  It was a huge success, and I hope it is a true indication of what is to come from the group!  There is a huge need to help educate others about qualitative research, and perhaps the YP SIG is a great way to do so.  Also, a huge shoutout to our International Scholarship Winner, Sophie Van Neck, from Belgium.  She was also in attendance at the YP SIG dinner, and has done some extremely interesting research work.  Get to know her and thank her for adding to the talented young researcher pool!

Going forward, I hope that after next year’s conference I can report about having the biggest conference in the history of QRCA.  I really believe this is possible, and hope that everyone will spread the word.  QRCA is a MUST for researchers that live in the qualitative space.  You will not find a source of information, education, friendship, and partnership related to the industry of qualitative research, as compelling as QRCA.  It has made me a better researcher, a better mentor, a better educator, and a better business owner.  I have made friendships with other QRC’s that I know will be ever-lasting, and I know that the organization will continue to provide these values to its members.

See you in Vegas for the 2011 QRCA Annual Conference!

Social Media For Market Research – A Qualitative Facelift

BACKGROUND
The evolution of Social Media is perhaps the most perplexing and comprehensive enhancement of the Internet we have seen this past decade. By reshaping the way people communicate on both a personal and professional level, the social web has taken Marketing, Advertising, Public Relations, Customer Service, Communications and Marketing Research to the next level, through a variety of new channels and tools.

As with any dramatic change within the marketing research landscape, it comes with expected hesitance and thorough inspection. However, as a crucial piece of the evolving business environment, the social web and social media tools have quickly become a key focus in the marketing research community. While various levels of surrounding scrutiny remain present, to this date, emphasis and direction has been placed greatly on the appeal of utilizing tools and social networks, e.g., Facebook, Twitter, LinkedIn and Blogs, for quantitative research and syndicated data analysis. However, taking a holistic look at social media and its core, shows a tremendous amount of value in leveraging its conversations for engaging consumers and cultivating rich insights in the qualitative setting.

As businesses continue to more effectively harness the power of social media and online communities for branding, marketing and various other communications and customer-relations functions, the importance for marketing research professionals to utilize the same social tools for research grows concurrently. The trending growth and transfer of advertising and marketing dollars from “traditional” media channels such as TV, radio, outdoor and print to newer more engaging channels such as user-generated video, online communities and social tools, shows a paradigm shift in today’s business culture.

IMRO, the Interactive Marketing Research Organization, is a division of the Marketing Research Association (MRA) and is dedicated to providing an open forum for the discussion of best practices and ethical approaches to research being conducted via the Internet.  IMRO’s Technology Sub-committee team of Tamara Kenworthy, Jim Longo, Susan Saurage-Altenloh and Jewel Seperson set out to explore the utilization of these new social media tools for qualitative research. Rather than focusing another study on the theory of using these new tools, they sought out Benjamin Smithee, Co-Founder of Spych Market Analytics, LLC, who has been recognized as one of the leaders in the integration of social media and other online and traditional methods into holistic solutions for qualitative research. Together, under Ben’s leadership, the project team developed and effectively executed a three-phase comprehensive examination of how social media can effectively be used for qualitative research and how the blend of social, online and traditional qualitative methods can provide truly holistic insights for researchers and their clients.

PURPOSE OF STUDY
The purpose of the study described in this document was to explore the optimal utilization of social media in qualitative research and serve as a case study for all researchers looking to incorporate it into their methodologies and research toolbox. It provides actionable recommendations and exemplifies the nuances of how the social web can best apply to market research in the qualitative setting.  Additionally, it showcases the value of utilizing a holistic approach for obtaining consumer insights via blended methodologies.

Marketing research professionals are increasingly tasked to stay on the leading edge of technology and marketing channels in order to provide innovative and effective solutions for their clients. This case study provides a valuable set of findings to professionals across the gamut of research. It is meant to serve as a landmark while helping to educate research professionals.

STUDY DESIGN
For our case study, the following topics were selected due to their general interest and popularity with a wide range of the B2C market.

As a caveat, please understand that the main focus of this study was not the particular insights derived from the research, but the comparison and utilization of methodologies.  Though the insights were used as measurement tools to compare and contrast methods and channels, the content was not of particular interest to the team.  For example, the fact that coffee grounds were difficult to remove from the packaging was not of interest.  However, the fact that it was derived unprompted via social media monitoring and then was a discussion point later in the online and in-person work was of interest.

• Saturday Night Live premiere, September 24, 2009
  – Hosted by Megan Fox
  – Musical Guest U2

• Starbucks’ Via, new product advertising, shown on SNL premiere as part of ad launch
  – Buzz about product and commercials pre and post-commercial launch

Goal:

• To examine the impact and value of utilizing social media and mixed methods for qualitative research

Objectives for Topic:

• To understand the impact of SNL season opener on the SNL brand
• To understand how the SNL premiere’s host is received, based on recent controversy surrounding the director of her recent film
• To identify awareness of and interest in Starbucks’ new product, Via

A three-phase comprehensive mixed-methodological approach was designed and implemented over the course of two months, with 2 weeks of fielding, exploring the use of social media tools in various methods of qualitative research both online and in-person.

RESEARCH PHASE I
Digital Ethnography via Social Media Aggregation and Analytics

Rich and candid insights provided in real-time via digital ethnography and social media engagement; Recruitment of respondents for Phase II and Phase III

• Real-time monitoring before, during and after premiere via Twitter, Facebook, blogs and existing online communities
• Monitored sentiment trends
• Obtained viewer reactions and insights to a variety of different “peaks” and “valleys” throughout the course of the research
• Monitored trending topics before, during and after the premiere
• Identified key discussion leaders and influencers via reach, engagement and impact

Tools:

• Facebook:  Search, Community Pages, Fan Pages, Facebook-based apps
• Twitter:  Location-based application, Real-time search, TweetDeck, HootSuite, Advanced Search (search.twitter.com)
• Google Reader – RSS Feeds
• LinkedIn
• TV Network Communities
• SNL Blogs

RESEARCH PHASE II
Online Bulletin Board/Fire-walled Social Communities and Video Journaling

Compare and contrast insights derived from Phase I with data and insights derived from Phase I1; Further focus placed specifically on Starbucks Via (commercial campaign launched during premiere), which evoked high levels of online interaction; Video journaling via Flip video cameras; Respondents added Ben as friends and followers on various social media tools, allowing the team to observe various interactions and conversations on Facebook, blogs and Twitter

• Online Bulletin Board (software provided by Itracks) with viewers of the premiere: half of the participants comprised of those recruited via traditional recruitment means and half of the participants recruited solely via social media engagement
• Discussion revolving around feedback on the premiere, its content and Via advertising
• Video Self-Ethnos utilizing Flip video cameras
• Monitored daily objectives surrounding Starbucks Via
• Monitored respondents’ spontaneous utilization of SM
• Compare and contrast sentiment and viewpoints from both respondent groups with data captured in Phase 1

Tools:

• Itracks:  Online Bulletin Board Focus Group platform
• Recruitment from Itracks panels
• Spych recruited individuals via social media from Phase 1 social media monitoring and engagement

RESEARCH PHASE III
In-person Focus Groups

Comparison of opinions and insights obtained via Phases I and II with traditional in-person methods.

• In-person Focus Groups following the Video Self-Ethnos obtaining feedback on Starbucks Via and

Tools:

• Facility donated by Fieldwork Dallas

SUMMARY AND FINDINGS
Commentary and Thoughts by Ben Smithee

Having had experience utilizing the power of social media for qualitative research, I was not surprised to see compelling results when used in combination with other well-trusted methodologies and tools. Its ability to often assist the researcher in every phase of the research process, from study design, recruiting and discussion guide development, to communication with respondents and reporting is a tremendous asset to any qualitative project.

Though the use of social media may not officially make it into every project’s methodology, I rarely start a project without doing background research and monitoring via social media about the subject, brand or other related online communication. Once you become familiar with the tools and technology, you often find tremendous value in the nuggets of insights that are cast out into the social media realm.

For this case, in particular, information about the difficulty of removing all of the grounds from the package was derived from observing social media streams and then later were brought up again in both the bulletin boards and focus groups and observed in the video journals. Additionally, insights on the frequent use of Via for cooking and baking provided additional information that was later utilized in discussion guide development. The use of social media to enhance pre-research knowledge may be the most valuable addition to the researcher’s toolbox. As a caveat, these findings are extremely qualitative in nature and should be utilized as idea generators and possible discussion topics to further more in-depth research, rather than stand-alone “truths” and assumptions.

Another very valuable and growing capability for social media is identification of digital influence and recruiting potential. By thorough observation of conversations, commenting, responses, retweets, “likes” and other engagement metrics, researchers can begin to identify individuals or groups, portraying influence in the social media channels. Though there is not always a direct correlation between messages and communications from influencers and purchase behavior, there is definite usefulness in having brands appear in these conversations and engagements. There is, however, a key to successful recruiting and engaging influencers via social media and that lies in the researcher/company possessing and maintaining an active presence in the social space. Within the social media realm, trust is a valuable currency and without it, the ability to effectively recruit and engage is severely limited. Researchers and research companies must begin to build an active presence to fully-utilize the value of social media tools.

The nimble aspect of social media lends itself to the ability to monitor marketing and advertising campaigns in real-time and react to and monitor both positive and negative effects and responses within the natural digital environments. Think of this as being able to engage viewers of a television advertisement directly through the television, as they view and react to the ad in real-time. This real-time reaction and engagement allows researchers to obtain candid insights and probe further among “in the moment” thoughts and reactions to various stimuli. Additionally, you are able to view and engage in the setting in which the initial observation was made. This is something that is unique to the social media realm.

Overall, perhaps the most compelling outcome of this study came from looking at the utilization of social media within the holistic mix of online and traditional in-person research. The findings in each phase were very cumulative in nature. Rather than one particular method serving as most/least useful, it was very apparent that there is a particular role for each method within the qualitative spectrum. Social media monitoring and engagement offered new ways to mine insights that have never been available and provided valuable material to help build and design additional methods to obtain more in-depth insights. The rapport built and managed from utilizing online research before in-person provided the respondents with a familiarity and comfort, allowing us to dig into rich and comfortable conversation very quickly in the in-person setting, even with multiple “typically-shy” respondents in the groups. The respondents were even vocal about their comfort level in the in-person setting due to the previous video, online and social phases.

WHAT THE FUTURE HOLDS
Thoughts for the Future by Ben Smithee

So what does this mean for the future of qualitative research? How do all of these tools and methods work together to provide solutions for companies and brands? What should the interested researcher focus on in regard to the future of the industry? Though there is no crystal ball for this rapidly changing industry, I am willing to put it out there and offer what I make of all of this.

The future of qualitative research is bright and the myriad of available tools and methodologies will continue to grow and multiply. Savvy researchers will embrace these changes and utilize them to their full advantage. Start on the very high-level and look at industry and overall trends. Then begin to look at the leading tools/platforms within those trends, as that is the only way to keep up. For example, do not go straight to Facebook, LinkedIn and blogging communities. Instead look at the bigger picture of online communities and what they mean to the qualitative space. Then identify the major or most important players within that space. After all, it is not really about Twitter, it is truly about the fact it has brought about the face of real-time communication and two-way brand engagement. If you always try to keep up with the next available platform or technology, rather than the trend of technologies, you will always be behind.

The science and art of location-based applications and marketing will continue to change the face of marketing and advertising as we know it. The ability to reach consumers in a relevant and timely manner, with offers and content that is desirable to the individual, offers a new and potentially highly-effective way of impacting behavior. After all, we are not averse to marketing and advertising. We just expect it to be relevant and have perceived value to us personally.

The sense of online communities is here to stay and will continue to evolve over the next couple of years. Brands will further engage in branded communities and begin to further focus on the influencers and brand champions. As researchers, we must approach online communities as a completely different entity from a longitudinal bulletin board or consumer panel. While traditional research methods, both online and in-person, have specific objectives and goals, the online community environment may have several different goals and objectives throughout. The linchpin is engagement. The most desirable aspect of a truly engaged online community is the ability to obtain new insights that you were unaware to even ask about previously. It is through these communities that marketing research and marketing will further begin to blend, and marketing research will begin to produce tangible ROI via community member loyalty and varied shopping habits. These online communities will often become the hub for a brand’s marketing research mix and enhanced micro-communities will begin to evolve, furthering the closing gap between brands and their customers.

Though processes and tools are becoming more and more automated, there will be an increased need for research experts to interpret the data and provide true insights and recommendations. The market researcher of tomorrow will not only need to be aware of the myriad of tools and methods but understand and direct proper use of each.

This is truly an exciting time to be involved in marketing research and it will be an exciting journey observing the changes that take place over the next few years.

PROJECT TEAM
Benjamin Smithee
Managing Partner
Spych Market Analytics, Texas

Tamara Kenworthy, PRC, PCM
President
On Point Strategies, Iowa

Jim Longo
VP/Client Development
Itracks, New York

Susan Saurage-Altenloh, PRC
President
Saurage Research, Inc., Texas

Jewel Seperson
Research Manager
Ipsos ASI, California

Has Social Media Research Shown Market Researchers a Different Recession in Our Industry?

It’s not a secret that in the craziness of the current economy many companies are going “broke”.  But, there is a currency in which our beloved industry operates upon that truly comes before money.  That currency is called trust, and recent articles and statistics that have surfaced make me worry about the overall health and liquidity of our nation of researchers.

Jeffrey Henning recently wrote a great and enlightening post titled “Consumers Don’t Want to Hear from Social Media Researchers, Unless…”, where he shared some interesting findings from a recent surveying of people about their desire/lack of desire for researchers to utilize their social media-based opinions for market research.  The results were basically on the side of …no…but the more interesting and disturbing part was the “why” (I know, my quali is showing ..via Jim Longo) behind those findings.  In all seriousness, the most interesting part, or shall I say most disturbing part, was why they were against market researchers utilizing those opinions and comments.

The majority of responses fell into two categories of “Market Researchers will willfully misinterpret their responses” and “Fear of researchers getting it wrong through incompetence”.  Take a deep breath, pull your tongue from the bottom of your throat and bite it for just a minute while you ask yourself….do they have a point?

Say it ain’t so, or question the credibility of the findings, but the fact is that those feelings are present in the population, and there is something that makes people feel that way.  Is it really the representative majority of folks, who knows, but there is a population that exists.  The more important question is are they validated in their concern?  Are they over-reacting?  Why do they feel that way?

If people cannot trust us then what do we have to offer, other than an incentive, to trade them for their time and opinions?  There are implied “conditions of satisfaction” that exist between us, and the folks we speak to in front of the one-way mirror.  Somewhere along the way, our beloved industry has lost some credibility, at least in a small population of people.  Hard to swallow that medicine?  Yeah, it was for me too!  Instead of questioning the credibility of the statements and the size of that population, let’s do the more important thing…figure out how to gain that trust back from everyone!  Because, from other recent things I have seen, it is not just respondents that have voiced these concerns.  I also saw an interesting video of the head of insights for VW, Steve Gatt, speaking on video about our industry not being “up to scratch”.  Do you believe this is true?  If you know me personally, you know that I am a huge advocate for the future of our industry and want nothing but the best for all of our fellow colleagues and clients.  So, I ask you, what do we do to grow and encourage trust with everyone regarding the quality of work our industry represents?  What do we do to position ourselves as the keystone to successful marketing and advertising, the building blocks for new product development and the key player in providing value to our clients?

I’ll start:

1)   Think of the customer/consumer/respondent as your client – go where they are, listen and respond to their needs and then communicate those needs and wants to the companies and brands that are interested in them.

2)   Add your value on top – less journalistic and more strategic consultation is the way of the future.  Do not lose the neutral unbiased edge, but don’t be afraid to put yourself out there and showcase your expertise.

3)   Embrace change – Be smart and approach the future with open arms and open minds.  Remember every angry person is a frightened person who is afraid of some loss.

4)   Embrace technology – Whether you are a research noobie or a veteran of our industry, good research is good research, and technology does not change that.  You are relevant and provide value, just learn the new buttons to push in the new environment and execute the same core principles that market research is founded upon.  (this statement does not suggest online will fully-replace in-person, Twitter is the new focus group,  Facebook is the new market research, or any other outlandish statement of the kind)

5)   Embrace collaboration and possess humility – Collaboration is the key to the future, both for us and the companies and brands that we assist.  Know your strengths, focus on them, and partner up to shore up your weaknesses.  Not EVERYTHING we do is extremely proprietary and secretive.  Remember, as the tide rises, so do all of the boats.

I love the market research industry, and I know many of you who do as well.  It’s a compelling time for change and growth, so who will lead the way?  What would you add to the list?  What would you remove?  How do we fill the reserves of trust equity and build an industry that is greater than ever?  Do I sound like a cheerleader?  That’s ok, because I know I stand in a crowd of others equally as loud.  Insert thoughts below.

Thanks for reading 🙂

Ben

Conference Season

Conference season is in full swing, and I am happy to have had the opportunity to speak at this year’s AQR/QRCA joint conference in Prague, as well as the MRA Annual Conference in Boston this week! Both conferences were phenomenal, and the atmosphere and energy at both were uplifting and inspiring.

There is definitely a theme of evolution, growth and new outlook in the industry. For some, maybe it is getting involved in more online research. For others, social media is entering their toolbox. Some look toward experiential and scientific methods. Whatever the vehicle ends up being, the fact is simple. The industry is quickly growing and evolving, and the professionals I have spoken with over the past month are eager to learn and grow.

The buzz of expanded online, social media and MROCs is here to stay, and the reception to learning about these new platforms is increasing steadily. I want to thank everyone who has attended the presentations I have given over the past several weeks, as I truly value your support and guidance! We are all in a learning mode and I am happy to help our industry grow and thrive.

I am definitely looking forward to QRCA in October, and seeing many friends in Philadelphia! I am excited to have the opportunity to present and look forward to hearing and learning from the plethora of experts!

Thanks again for all of your continued support!

-Ben

SEEKing the Next Big Thing

Yesterday, I had the pleasure of speaking to the OH/IN/KY chapter of QRCA at SEEK Research’s new headquarters in Cincinnati. If you are ever planning on being in the Cincinnati area you definitely should drop by and check out their space! I posted several pictures and a video of their slide on our Spych Facebook page for your viewing….and laughter!  And, yes I meant it, a slide. We are not talking a little mini slide either, we are talking about a 2-story, 50/50 Olympic luge style slide! Go check out the videos!

What I want to talk about today though is the power of collaboration in finding something new. More and more, I think about the ideas of collaboration within the marketing research industry. In an industry where many successful icons are independent or members of small boutique firms, I am always shocked by the relatively small amount of collaboration that occurs. I personally enjoy working with other research firms and other moderators on projects, and feel like some of the most creative and successful projects are a result of collaboration.

After the meeting, I had the pleasure of enjoying a couple different great conversations with Jim Berling, Kendall Nash and Foster Winter. We talked about the art of collaboration and how our respective companies utilized collaboration to its fullest. Maybe it’s not always bringing in another researcher. Maybe it is bringing in a professional photographer for a project with photo junkies. Maybe it’s bringing in a linguistics expert or an artist? Who knows what types of creative folks you could bring into the mix to really enhance the project and value-added you bring to your client.

What types of creative collaboration have you brought to a project before?

What works, and what doesn’t?

What types of helpful hints can you give other researchers?

’til next time!

Ben

Farewell Palm Springs, Hello New Horizons! (Update 2)

I do not believe there could have been a better theme for the 2009 QRCA Annual Conference in Palm Springs.  Communicate, Rejuvenate, Celebrate!  After spending a few days with colleagues we see but once a year, you leave feeling a sense of refreshment, excitement and full of knowledge.  I think QRCA, as an organization, should adopt Joel Reish’s description of QRCA, “More Hugs than Handshakes”, it is truly fitting!  Everything from the schedule of speakers to the social food and wine was well-thought, and nicely executed.  A huge congratulations to Kirk and Shaili!

Conference Chairs

For those of you who were not able to make the trip this year, you were undoubtedly missed.  Some of the familiar faces from conferences past were definitely lacking at this year’s gala, but in their place at the round-tables and crowded in the market for the prize drawings, stood several new faces, which was quite encouraging.  For me, a theme of exploration and excitement resonated through the halls of the Esmeralda.  So many hot topics and ideas were put into focus and it was extremely exciting to see the way ideas of innovation were well-received.  Though, I have only one other QRCA Conference to compare it to, this year’s content was VERY strong!  The chance to learn from greats like Liz Van Patten, Martha Guidry, Barry Deutsch and Donna Vitale, speaks volumes for the depth our organization brings to the table of qualitative research knowledge.  On the other side of the spectrum, it was incredibly positive to see so many new faces and the increased presence of new/young professionals in our field!  These are the people who in a couple years will be standing on stage receiving the Rising Star award that Shaili Bhatt, so well-deservedly, accepted this year.  These are the people who, in time, will be the recipients of the Maryanne Pflug Spirit Award and the President’s Award, and will help to communicate the knowledge and stories they gain from our organization to future members.  As discussed in the town hall meeting, one of the wonderful things about QRCA is our blend of tradition and history with the exploration and acceptance of new and innovating.  Let us continue to fuel this spark that was ignited in Palm Springs and continue to share our story with new potential members.

I would strongly suggest checking out the conference agenda and ordering some of the audio recordings to review on your own!  The material truly was outstanding and the value it could provide for your business is unmeasurable.  All in all, I think this year’s conference was truly definitive in showing what QRCA is and where it is going.  An organization that can offer a full spectrum of benefits and provide the most up-to-date and valuable professional content, while maintaining a sense of true camaraderie and equally important social offerings.

So, until next year in Philadelphia, I encourage all of you to carry on the conversations in your local chapters, online in the member forum and in-person when you have the chance to meet up with another fellow QRC.  Share the knowledge you learned from this year’s conference, and share the stories that make QRCA the organization that we know and love……well share most of the stories, some better left untold 🙂

Feel free to add some of your favorite memories and parts of the conference in the comments section!

Conference Chairs

A Beautiful Setting

If you would like to find the QRCs that are online, visit the Member Forum under the Social Networking Thread – The Official List

Take care!

Ben