A regular review of interesting cultural shifts & marketing developments as viewed through the collective lens of the Stancombe Research + Planning Team

Tuesday, October 6, 2009

2009 AMSRS conference - review - Part 2

Asia Pacific Stream

Keiyou (Japan) - best research paper in Japan
  • Japanese have the technology to use their mobile phones to participate in research
  • Once more people have camera phones and mobile internet connection, it will be possible in Australia as well
  • People responding to their own pictures in real time is an interesting way to get closer to peoples lives
Ryan Hong (Korea) - best Korean Paper
  • Korea has extremely high internet penetration, but low online research participation rates
  • Reasons: A price war lead to low quality research, less professionals and some agencies mixing in database marketing services with research
Paul Chong (NWC Opinion Research)
  • There is a theory that some Asia Pacific countries are too polite and will only give middle scores when responding to cutomer experience and satisfaction questions
  • To combat this, you can divide customer experience into two metrics 1) The physical (e.g. call waiting times) and 2) Th emotional (e.g. how you were treated) - this stops people from being too polite and vague
  • With advocacy scales, just use YES and NO - there should be no middle score option
  • With satisfaction scales, spell it out - i.e. Very Satisfied = Exceeded exceptions, to reduce translation error
Steve Cierpicki (Colmar Brunton)
  • We are moving from a consumption model to a participation model
Sample Slam stream

Roxan Toll (GMI)
  • Giving people time limits on some open ended questions, compels people to type more to fit in their answer
  • Animated intros makes online questionnaires more engaging
  • Role playing is also a good tool to make questionnaires more fun
  • Industry is moving from HTML to Flash questionnaires to engage respondents and make it more fun and interesting
Steve Gittman (Mktg Inc)
  • Not all research panels are the same, panel tenure influences how panels responds to research
  • Older panels will be less excited about research and will give lower purchase intent scores than younger fresher panels excited about research
  • The solution appears to use a mix of panels to get a consistent spread of old dogs and young blood respondents
David Bednall (Deakin University)
  • Research is needed to guide Customer Analytics (CA) outputs
Andrew Cooper (Verve)
  • Online research panels should = business partners
  • Closing the loop and feeding back research results to online communities = respect and a more engaged community to tap into
Web 2.0 Stream

Daniel Alexander (Colmar Brunton)
  • Profit and social media presence are positively correlated
  • Communities tap into the motivation to be part of something
  • Transparency about the research purpose = greater community engagement
Chris Thomas (Direction First)
  • Web 2.0 can make responding to stimulus more fun
  • Gambling is a great way to get people to respond/think really seriously when responding to stimulus, simply ask people to put money on what they think will succeed in the market
Kris Hartvigson (Vision Critical group)
  • More and more people want to participate with companies they care about
  • Ideation with online communities is an interesting way to drive innovations
  • Example, the nike community told the forum they don't like running with jackets because they make a noise when you run which ruins the running experience. So nike developed a jacket with noise reducing fabric and sent prototypes to the community to try
Dream Panel

There was this one interesting nugget
  • Doing too much research to find something to stand for can result in a contrived positioning
  • There is a arguement to organically stand for something and then use research to understand how to get it across to people in the most effective way

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