research transformation awards jon puleston,...

Main Stage, November 3, 2011

Research Transformation Awards Jon Puleston, GMI

A Presenta*on from the Fes*val of NewMR Main Stage – November 3, 2011

Jon Puleston, GMI, UK Festival of NewMR 2011 - Session 6 Schedule: 5:30pm – 7:30pm (GMT)

A celebration of the things that have had (or are having!) a transformative impact on

market research


Thanks to the Panel of Judges: 30 Industry Innovators & thought leaders

Mike Cooke: GFK Orlando Wood: Brainjuicer Labs Martin Oxley: BuzzBack Sabine Stork: ThinkTank Surinder Siama: ResearchTalk.co.uk Tom De Ruyck: InSites Consulting Betsy Leichliter: Leichliter Associates Kathryn Korostoff: Research Rockstar Mitch Eggers: GMI Chief Scientist Roxana Strohmenger: Forrester Mario Menti: twitterfeed.com Dan Kvistbo: Norstat Ole Andresen : Confirmit Adam Warner: RW Connect Diane Hessan: Communispace

Leonard Murphy: Greenbook blog Sue York: NewMR Alex Johnson: Kantar Operations Jo Rigby: Omnicom Media Group Sven Arn: H,T,P Concepts Reg Baker: Market Strategies Pravin Shekar: Krea Bernie Malinoff: Element 54 Deborah Sleep: Engage Research Peter Mouncey: IJMR Edward Kasabov: Bath University Brian Tarran: Research Magazine Jeffrey Hennings: Affinnova Mark Uttley: ex Sony Music Sean Copeland: Environics Research Wim van Slooten: MOA Netherlands


Communication Awards


The question: Which of these publications do you feel has made the most important contribution in informing the world about market research?

•  Admap •  International Journal of Market Research •  Research Magazine •  Quirks Marketing Research Review

The short listed nominees:


Winner: Research Magazine Citation: It has its fingers on the pulse of market research ! Covering both the stories and the people behind market research and its successful blend of online and offline communication.


The question: Which of these emerging forms of communication is having the most transformative impact on how Market Research ideas are proliferated?

•  Twitter •  The general blogging community •  Greenbook Blog •  LinkedIn •  NextGenMR •  Facebook •  Festival of New MR!



Winner: Twitter Citation: Emerging as the No.1 platform for the transfer of news and ideas across the Market Research community

Runner up: The blogging community Citation: Market research bloggers are really driving forward the market research agenda.


The question: Which of the books would you pick as the one that has had the most transformative impact on Market Research? •  Resonate, Nancy Duarte •  Black Swan, The Impact of the Highly

Improbable, Nassim Nicholas Taleb •  Consum.erology, Philip Graves •  Being Wrong Adventures in the

Margin of Error, Kathryn Schulz •  The Art and Science of Interpreting

Market Research Evidence, Smith and Fletcher


•  The Psychology of Persuasion, Robert Cialdini

•  The Wisdom of Crowds, James Surowiecki

•  Where good ideas come from, Steven Johnson

•  How We Decide, Jonah Lehrer •  Herd, Mark Earls •  Reality is broken, Jane McGonnigal •  Information is beautiful, David

McCandless


Winner: Information is Beautiful Citation: David McCandless’s book is a must have addition to any market researchers coffee table! The book that made data sexy

2nd prize: The Wisdom of Crowds Citation: James Surowiecki’s book is one of the most cited books in Market research a wonderful validation of what we all hoped to be believe that collectively we are smarter than we think.

3rd prize: How we decide Citation: Jonah Lehrer’s book delves into the hidden decision making process of the brain, a must read for would be behavioural scientists

The question: Which of these Market Research organisations do you think has and is having the most transformative impact on Market Research?

•  AMA •  CASRO •  ESOMAR •  GOR •  MRA


•  QRCA •  Research & Results •  The ARF •  The Market Research Society •  WARC

Winner: ESOMAR Citation: A truly global market research organisation which unites the world of market research

The question: Overall, which of these forms of communication do you think will be the most influential communication medium in the future?

•  The blogging community •  Twitter •  LinkedIn groups •  Market Research conferences •  Market Research publications •  Books


Winner: Twitter Citation: “Every idea, every news story, every new and interesting blog post your hear it all first on Twitter”

Winner*: MR Conferences Citation: Despite all these modern forms of communication, conference remain the single key platform from which ideas in the market research industry are proliferated.

* For non-tweeters!

Research methodologies


The question: Over the last few years technology has opened the doors to a host of new techniques. Which of these has or will have the most transformative impact on MR?

•  Implicit association research •  Eye tracking •  Click testing/heat mapping •  Online dial testing •  Virtual shopping •  Facial emotion recognition



Winner: Facial emotion recognition Citation: Anyone who has seen this in action cannot fail to be impressed with its potential as a market research tool


The question: There have emerged a range of new ways of gathering data over recent years. Which of these do you think is the one to watch for the future?

•  Instant polling •  River sampling •  Micro sampling •  Intelligent sample merging •  Traditional panels •  Social media sourcing



Winners: Social media sourcing Citation: Who would bet against social media becoming a primary channel for accessing audiences for market research?

Second: Intelligent sample merging Citation: Mix sample sources are going to be ever more important in the future and technology that can intelligently merge sample will have a critical role to play


The question: Which of these qualitative techniques do you think is having the most transformative impact on qualitative research?

•  Online focus groups •  Hybrid quali-quant techniques •  Webcam interviews •  Focus group game play techniques •  NLP inspired technqiues



Winner: Hybrid quali-quant techniques Citation: The lines between qual and quant are rapidly blurring and techniques that blend the two are very much seen as the future.


The question: What piece of software has had the most transformative impact on MR?

•  Confirmit •  SPSS •  Survey Monkey •  Snap •  Survey Gizmo •  Sawtooth •  etabs •  Market Tools

The short listed nominee:


Winner: Confirmit Citation: Its flexibility and depth of features it has become the most widely adopted platform for designing online surveys in the MR industry

2nd: Survey Monkey Citation: Surveys for the people!


The question: Which of these has had the most impact on the way you present data?

•  Wordle •  Dashboarding •  Story telling techniques •  Infographics



Winner: Story telling Citation: The concept of story telling is one that we can all latch onto as a means of creating better reports and presentations.


The question: Which of these groups do you think have had to most impact on transforming the way we do market research over recent years?

•  Off shoring businesses •  Existing leading MR firms •  The younger generation of MR firms •  New entrants from outside traditional MR •  Client side market research teams



Winner: The Younger Generation of MR firms Citation: The last decade has seen the rapid growth of a number of new MR first which have really transformed and shaken up the market research industry

Winner: New entrants from outside traditional MR Citation: On the horizon are the likes of IBM & Facebook moving into the market research territory


The main awards


The question: Which of these methodologies and techniques would you award 1st 2nd & 3rd prizes to for their transformative impact on Market Research

•  Research communities •  Co-creation •  Gamification •  Mobile phone research •  Behavioural economics •  Text analytics •  Social media monitoring


•  Real time research •  Infographics •  Neuro research •  Predictive markets trading •  Online qualitative research •  Conjoint analysis •  Virtual shopping


2nd prize: Co-creation Citation: This technique has married marketers and consumer together to revolutionise product development

Winner: Research communities Citation: MROC communities have been the real success story for market research over recent years, spawning a raft of successful new business and re-engineered how many businesses are interacting with their customers

3rd prize: Gamification Citation: An idea that has set the industry alight with the realms of possibilities it offers to not just gather data but to communicate with consumers and clients alike.


The question: Which of these ideas and themes that have emerged over the last few year have resonated most with you? 1.  Listening rather than asking 2.  The hidden decision making process of our brain 3.  Information can be beautiful 4.  Big data


What is the next big thing?

“Predictive behaviours” Born out of big data analysis we will be doing less research & more prediction

“360 degree mobile research” Once we start paying for things via our mobile it will become the font of all knowledge.

“Identity economics” how our identities and the norms we expect to see within these identities shape consumption patterns


Q & A

Andrew Jeavons Survey Analytics

Jon Puleston GMI


Main Stage, November 3, 2011

Research Transformation Awards Jon Puleston, GMI

A Presenta*on from the Fes*val of NewMR Main Stage – November 3, 2011

research transformation awards jon puleston,...

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