By Kathryn Korostoff
The MRA’s Corporate Researcher’s Conference (CRC) was full of great sessions and first-class attendees. And I came home with a pile of business cards that are covered with scribbled down notes for follow-up. If you didn’t make it to CRC this year, here is a sampling of my notes from this 2.5 day event.
- Sally Hogshead: High performers tend to specialize & tend to over-deliver in one area. I find this to be true, though she said it more articulately than I ever have.
- Sally Hogshead: Successful brands know how they are different and what they do best. They avoid the “all things to all people” trap.
- Adam Cook, Pilot Media: Watch Moneyball—it has lots of lessons for market researchers who want clients to take bold action with research results
- Adam Cook: metaphors and analogies (especially from pop culture) resonate with an audience, helps them see why your results are relevant.
- Stephen Paton, AGL (Australia): people experience a dopamine effect when they find out they are right. So research reports that confirm what they know will always feel better.
- Stephen Paton: the importance of social norms to change behavior. As a utility, AGL added data on electricity usage so people could see how their usage compares to neighbors’ usage. Goal: get them to reduce usage.
- Stephen Paton: 3 steps to applying Behavioral Economics:
- What is the behavioral challenge?
- Which BE concepts might be involved?
- Select appropriate response.
- Roddy Knowles, Research Now: Current data on survey completion rates by client type:
- Desktops: 76%
- Tablets: 70%
- Smartphones: 59%
- Research Now on mobile surveys: avoid questions that offer multi-response. Participants unlikely to select more than 1 item on mobile devices.
- Darcey Merriam, Adobe Systems: to engage clients, use language they like. For example, for a while she used the language of “lean” because the company culture was focusing on the lean start-up concept.
- Adobe presenter on how to do great research with a small department
- Do projects where there are specific hypotheses to test
- Data collection using “crowdsourced” panels (uses Mechanical Turks to recruit panelists!!)
- New tools. Example: UserTesting.com
- Let internal colleagues do qual research, involve them in the process. And gives them tools to determine if they should go “DIY” or work with the MR department.
- Michael Carlon of Hall & Partners & Joe Indusi of Research2Video: Videotaping in-depth interviews (IDIs)? Three great tips:
- When the participant gives an amazing sound bite, wait 3 seconds before asking the next question. This gives the video editor room to work with.
- If doing in-home research, be sure to take some outside shots. Gives nice context. Example: a study on couponing, some of the homes were clearly expensive—yet the residents are passionate about couponing—revealing a great insight.
- Screen out dog owners. Dogs bark. Perhaps especially when strangers are in the house.
For more CRC Session summaries also see:
- Paul Long’s great article on DISH Network’s shift to a market research-friendly culture.
- Annie Pettit’s live blogging on the Roddy Knowles’ presentation caught even more mobile research tips here. And for laughs, check out the selfie Annie took of us, where I look like I had had waaaay too much coffee.
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