MRIA Vue Magazine - April 2015

vue Reading Faces: How Facial Imaging Can Transform Marketing Research WHY ATTENTION MATTERS MORE THAN EVER! THE NAYSAYER’S GUIDE TO VIRTUAL REALITY IN MARKETING RESEARCH HUMAN BRAND – THE PERSONIFICATION OF BRANDS

the magazine of the Marketing Research and Intelligence Association

APRIL 2015

Book your pass and hotel today!

Early bird ends April 30 Join us for the not-to-bemissed research event of the year!

What will be different in 2015?

3 National Student Competition, up to 9 teams competing for $6,000 in prizes!

3 “SPITCH Elevator Pitch” competition among exhibitors!

3 Contests include Let’s Make a Deal, Tradeshow Bingo and Rock, Paper Scissors!

3 Over $5,000 in door prizes to be won!

3 More than 40 students participating!

3 “White is the new Black” Gala Awards Dinner 3 Two opening parties at the Marriott on Sunday May 24!

3 Over 40 exhibitor booths!

3 Baristas, dessert bars, live entertainment… and much more….

Visit our website to learn more conference2015.mria-arim.ca/news/index.php

K E YNOT E SPEAK ERS Kristin Luck Serial Entrepreneur former President of Decipher

Lisa Ritchie Senior Vice President, Customer Knowledge and Insights, Scotiabank Paul Smith Corporate Trainer in Leadership and Storytelling Techniques Marie Wolfe Unilever Global Director of Research Innovation – Consumer & Market Insights

S P E C IAL GUEST AN D W O R KSHO P LEADER Steve Levy COO, Market Research Canada East, Ipsos

LOOK WHO’S COMING

vue APRIL 2015

VUE MAGAZINE IS PUBLISHED BY THE MARKETING RESEARCH AND INTELLIGENCE ASSOCIATION TEN TIMES A YEAR

Commentary 4 Editor’s Vue 6

Letter from the CEO

SPECIAL FEATURE 8 READING

FACES: HOW FACIAL IMAGING CAN TRANSFORM MARKETING RESEARCH Alastair Gordon

Features 12 WHY ATTENTION MATTERS MORE THAN EVER! Paul Neto 15 THE NAYSAYER’S GUIDE TO VIRTUAL REALITY IN MARKETING RESEARCH Isaac Rogers 19 HUMAN BRAND – THE PERSONIFICATION OF BRANDS Marcello Sasso

Industry News 22 From The Classroom 23 BEST of the Blogs 24 MRIA Research Registration System (RRS) 25 The NewMR Virtual Festival 2014 Summary 28 Chapter Chat 29 MRIA Qualitative Research Registry (QRR)

Book Review 26 A Review of The Curve

Columnists 27 Ask Dr. Ruth

Advertiser 14 ASDE

ADDRESS The Marketing Research and Intelligence Association L’association de la recherche et de l’intelligence marketing

21 St. Clair Avenue East, Suite 1102, Toronto, ON M4T 1L9 Tel: (416) 642-9793 Toll Free: 1-888-602-MRIA (6742) Fax: (416) 644-9793 Email: vue@mria-arim.ca Website: www.mria-arim.ca PRODUCTION: LAYOUT/DESIGN LS Graphics Inc. Tel: (905) 743-0402, Toll Free: 1-800-400-8253 Fax: (905) 728-3931 Email: info@lsgraphics.com CONTACTS CHAIR OF PUBLICATIONS, EDITOR-IN-CHIEF Annie Pettit, PhD, Chief Research Officer, Peanut Labs (416) 273-9395 annie@peanutlabs.com MANAGING EDITOR Anne Marie Gabriel, CAE, MRIA amgabriel@mria-arim.ca ASSOCIATE EDITORS Jeff Hecker jeff.hecker@athenabrand.com Paul Long, CMRP paul@paullong.ca COPY EDITOR Diane Peters diane.peters@sympatico.ca Interested in joining the Vue editorial team?

Contact us at vue@mria-arim.ca 2015 ADVERTISING RATES Frequent advertisers receive discounts. Details can be found by going to: www.mria-arim.ca/advertising/vue.asp Please email vue@mria-arim.ca to book your ad.

The deadline for notice of advertising is the first of the previous month.

All advertising material must be at the MRIA office on the 5th of the month.

Original articles and Letters to the Editor are welcome. Materials will be reviewed by the Vue Editorial Team. If accepted for publication, they may be edited for length or clarity and placed in the electronic archives on the MRIA website.

The opinions and conclusions expressed in Vue are those of the authors and are not necessarily endorsed by the Marketing Research and Intelligence Association.

Publishing Date: April © 2015.

All rights reserved. Copyright rests with the Marketing Research and Intelligence Association or the author.

All rights reserved.

No part of this publication may be reproduced, stored in a retrieval system or transmitted in any form or by any means, electronic, mechanical, photocopying, recording or otherwise without the prior written permission of the Marketing Research and Intelligence Association or the author.

All requests for permission for reproduction must be submitted to MRIA at publications@mria-arim.ca.

RETURN UNDELIVERABLE CANADIAN ADDRESSES TO The Marketing Research and Intelligence Association L’Association de la recherche et de l’intelligence marketing 21 St. Clair Avenue East, Suite 1102, Toronto, ON M4T 1L9 ISSN 1488-7320

COMME N TARY / CO MME NTAIR E EDITOR’S Vue Annie Pettit

Perhaps I have a problem with saying no, but I recently volunteered myself and was accepted as the new Canadian chair of ISO TC 225 Market and Opinion Research. I will be taking over from Don Ambrose whose term will soon be finished.

Needless to say, I’m quite delighted to take on this role and hope to do as good as job as Don did.

I’m a big fan of standards and guidelines having assisted ESOMAR, CASRO, and MRA with the development of a number of guidelines over the last few years. I think some people see standards as holding them back from being innovative and creative. I, on the other hand, see standards and guidelines as on-going reminders of what quality, respect, and transparency really mean.

Can you talk openly about what your processes are and why you created them like that? If you can’t talk about them, why not? Is it because you’re embarrassed? Because you know the quality is not as good as it should be? Because you don’t have faith in your products? Because you don’t understand what you actually do?

Let’s take it from another point of view. Does your company treat not only its employees with respect, but also clients and research participants with respect? Are you avoiding talking about your processes because you know people will be offended by how you treat people? Because you know people will be shocked at the lack of privacy?

Because you’re doing things that people haven’t agreed to?

I don’t always agree with what I see in guidelines and I don’t always follow the guidelines. But you can be sure I know why each guideline is there and I can explain why I choose not to follow one of them. Transparency always wins.

Peut-être suis-je du type qui ne sait pas dire « non ». Toujours est-il que je me suis portée volontaire et me voici la nouvelle présidente canadienne d’ISO/TC 225 Études de marché, études d’opinion et recherches sociales. Je remplacerai Don Ambrose, dont le mandat se termine bientôt. J’ai bien hâte de me mesurer à ce défi, que j’espère relever avec autant de succès que Don. Je suis une championne des normes et directives.

Au fil des dernières années j’ai justement oeuvré à la rédaction de directives pour ESOMAR, CASRO et MRA. Si certains pensent que normes et directives freinent l’innovation et la créativité, je suis plutôt d’avis qu’elles constituent autant de rappels de l’importance capitale de la qualité, du respect et de la transparence.

Permettez-moi : Pouvez-vous parler ouvertement de vos procédés et des principes qui les soustendent – que vous avez choisis? Si « non », pourquoi? Parce que vous n’en êtes pas fier? Parce que vous savez que la qualité n’est pas au rendezvous? Parce vous n’y croyez pas vous-même? Ou parce que vous ne savez pas vraiment ce que vous faites?

Regardons cela d’une autre perspective. Votre maison traite-t-elle avec respect ses employés et clients? Et les participants aux sondages? Évitezvous de parler de vos procédés parce que vous savez que les gens seraient déçus de ce qu’ils apprendraient? D’apprendre, par exemple, que vous ne respectez pas leur vie privée, ou que vous posez des gestes auxquels les participants n’ont pas donné leur aval?

Je ne suis pas toujours d’accord avec toutes les directives; il m’arrive même de ne pas les suivre.

Mais je sais toujours pourquoi telle ou telle directive a été rédigée et pourquoi j’ai choisi de l’ignorer.

Toujours, la transparence prime sur tout.

Annie Pettit PhD, Chief Research Officer / Directrice de la recherche, Peanut Labs Editor-in-Chief, Vue / Rédactrice en chef, Vue • Email: annie@peanutlabs.com • (416) 273-9395 • t @LoveStats Please share your opinions about Vue articles and columns, or submit your cartoons and infographics to the Editor.

La rédactrice vous invite à lui faire parvenir directement vos commentaires, opinions, caricatures ou infographies.

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MRIA • QRC • QRCA-Canada

THANK YOU Qualitative Research Conference March 26 & 27, 2015 | Hotel Novotel Toronto | #i3qrc

THANK YOU TO OUR SPONSORS, SPEAKERS, VOLUNTEERS, PARTNERS AND STAFF! PLATINUM

KEYNOTE SPEAKERS

Hugh MacPhie Laurie Tema-Lyn SPEAKERS

GOLD

Susan Abbott Steve August Brian Baumal Daniel Berkal James Chastain Antonella Fabri Janet Halliday Jeffrey Histed Margaret Imai-Compton David Kwechansky Isabelle Landreville

RAMIUS CORPORATION

Ava Lindberg Diana Lucaci SILVER

Korey Schaefer VOLUNTEERS, PARTNERS AND STAFF

DIAMOND

Brian Baumal

Deborah Klotz

Daniel Berkal

Karl MacIsaac

Catherine Dine

Julie Sylvestre

Caroline Fletcher

Wendy Shaw

Anne Marie Gabriel

Dawn Smith

Dan Jackson

Gini Smith

Erica Klie

Fiona Somerville

COMME N TARY / CO MME NTAIR E LETTER FROM THE CEO Kara Mitchelmore, CMRP

IT’S ABOUT PRACTICING WHAT YOU PREACH In 2014 I decided to undertake achieving the CMRP designation.

While I have performed extensive qualitative research in my doctoral studies, not coming from the market research industry I felt it was important to have a base line of knowledge to understand member concerns.

So, in the fall of 2014 I started going through the on-line courses one by one. This was an interesting experience. It not only allowed me to gain knowledge of important concepts of market research, but provide an in depth audit of the courses themselves, identifying opportunities for improvement.

For example, I was not aware that advanced quantitative methodology and the Exam prep course, both required for the CMRE, are not offered online, a serious faux pas for a national organization. These courses will be made available through streaming in the fall of 2015 and built into the on-line course structure in the future.

Once I had completed my studies and sat the 2 day CMRE, I came away with not only a greater knowledge of the industry, but respect for the designation. The CMRP program is well rounded and covers a multitude of concepts. I feel more confident in my dealings with members as well as when talking to possible new members for the designation and the association.

In March I was informed by the Professional Development and Certification Committee that the results of the blind marking were back, and that I had won the Joseph Doyle award for the highest academic result on the combined two-day CMRE. I am very proud to receive this commendation, and will proudly display the award in the MRIA office. The cash award will be used to sponsor a student to come to the MRIA conference in May of 2015. By paying it forward, another student will gain exposure to the exciting world of market research in Canada, and seriously consider it as a career option.

To all of my fellow graduates, congratulations and well done. I hope to see you all at the Conference in May.

L’ESSENTIEL? FAIRE CE QUE L’ON PRÔNE. J’ai décidé en 2014 d’obtenir l’agrément PARM. Bien que j’avais acquis de l’expérience dans le domaine de la recherche qualitative dans le cadre de mes études de doctorat, j’étais convaincue que des connaissances plus poussées m’aideraient à mieux comprendre les dossiers d’intérêt aux membres. J’ai donc suivi les cours en ligne un à un, une expérience des plus intéressantes. J’ai ainsi acquis de nouvelles connaissances en recherche marketing, une perspective révélatrice sur les cours que nous proposons et des idées quant aux façons d’améliorer ces cours. J’ai aussi découvert que le cours de méthodologie quantitative avancé, de même que le cours de préparation à l’examen – deux cours obligatoires, n’étaient pas offerts en ligne. Quelle grave lacune pour un organisme d’envergure nationale! Mais cette lacune sera bientôt corrigée : dès l’automne 2015 ces cours seront disponibles en ligne puis intégrés au curriculum en ligne.

Les cours de l’agrément PARM et l’écriture de son examen de deux jours ont non seulement éclairé ma lanterne mais m’ont aussi inspiré un grand respect pour cet agrément. Le programme PARM touche à tout ce qui est pertinent et présente une foule de concepts. Je peux donc en parler maintenant en toute connaissance de cause, soit avec les membres de l’ARIM ou avec ceux qui songent à se joindre à nous et à obtenir l’agrément PARM. J’ai reçu, au mois de mars 2015, un avis du Comité d’agrément et de perfectionnement professionnel, responsable de la correction des examens, m’informant que j’avais reçu la récompense Joseph Doyle, remise à la personne ayant obtenu la plus haute note à l’examen menant à l’agrément PARM. J’en suis très fière et j’accrocherai bientôt ce certificat à un mur de mon bureau. La portion « espèces » du prix sera pour sa part affectée aux frais d’inscription et de déplacement d’un étudiant qui participera au congrès 2015 de l’ARIM, au mois de mai.

Ce « don au suivant » permettra à un étudiant de plus de découvrir le monde dynamique de la recherche marketing au Canada et, qui sait, le décidera peut-ête d’y faire carrière. À tous les récents agréés PARM, félicitations! Au plaisir de vous rencontrer lors du congrès de l’ARIM, le mois de mai prochain.

Kara Mitchelmore, MBA, FCMA, CMRP, CEO / Présidente-directrice générale Marketing Research and Intelligence Association / L’Association de la recherche et de l’intelligence marketing Email: kmitchelmore@mria-arim.ca • (416) 642-9793 ext./poste 8724

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THE FIVE PATHWAYS In March 2015, MRIA announced 17(!) new CMRPs who completed by following the new Pathways We strive to make achieving the CMRP convenient, efficient and effective. You can write the CMRE exam anywhere in Canada. Also, on September 10 and 11, 2015, we are streaming course 402-Advanced Analysis Techniques, which is not available online, and is vital in preparing for the CMRE exam. Visit our education website for more information as it becomes available.

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POST GRADUATE

MRIA COURSES PATHWAY

CHALLENGE THE CMRE EXAM

EXPERIENCED PRACTITIONER

CMRP EXECUTIVE RETREAT

HOW’S THE VIEW FROM YOUR CUBICLE?

JUST LOVE TO LEARN?

GOT WHAT IT TAKES?

SOME DAYS YOU CAN TOUCH THE SKY!

REALLY? YOU’RE NOT A CMRP?

This certification pathway is designed to build a solid foundation of professional competence by raising the bar for new practitioners. In addition to two years of industry experience, we are providing Mentor support by leading CMRPs (in person and online) to enhance industry knowledge and deepen the candidates’ overall understanding of MR while preparing for the CMRE exam. Mentors are provided at no cost to the incumbents and represent some of our industry’s thought leaders. This is a unique and valuable opportunity opportunity to pursue your CMRP.

You’ve graduated from University and have developed a distinct taste for marketing research. You miss the thrill of learning and the challenge of proving your abilities. If your eye is on the future, then this path is for you, as the traditional, tried and true way to obtaining certification, and with a touch of flexibility. It requires completion of MRIA’s 12 Core Courses, combined with experience and the added help of a Mentor which we provide at no charge.

You’ve been around the block and have seen some dramatic changes to marketing research in your six years in the biz. You’re good at what you do; even your boss says so. You live on the edge and are not at all interested in reading volumes about research methodology. We get it. You can prove your mettle by telling us about your experience and writing the CMRE exam.

Period.

You are the one that comes to mind when people talk about experts in marketing research. With more than ten exciting years in the market research field, you are the ‘go to’ person when questions arise on ethics or polling or margins of error.

Task forces and boards of directors seek your participation and opinion.

Even other CMRPs will vouch for your expertise and would applaud your continued success as a CMRP. We can get you there in a few short steps.

It’s called respect. Ask any client who one of the top thought leaders in MR is, and your name comes up. You are seen at high level meetings, in the media, and at MRIA policy meetings.

Often called to speak at events, your international schedule is jam packed.

Google your name and many pages appear…..

Any time spent feeding your mind can only be spent with the very best industry thought leaders, innovators, movers and shakers. Learning about advances in leadership is always welcome. Hearing about innovations from your peers can be priceless.

You will be learning from the best and getting a better view!

We’ve got the courses so bring us your mind!

We know you’ve got what it takes!

Get the recognition you deserve!

CMRP – be known for what you know!

Continuous learning is the new standard – let us help you expand your knowledge base and reach outside of your comfort zone.

For more information, visit our website or write Karl MacIsaac, CMRP at kmacisaac@mria-arim.ca or Dan Jackson, CMRP at djackson@mria-arim.ca

The next CMRE Prep Course will take place in person and be simulcast live.

Prep Course: October 7-8, 2015 Next CMRE Exam: November 7-8, 2015 mria-arim.ca/education/cmrp-certification/cmrp-overview

Insti tute fo r Professi o na l Deve lo p me nt

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SPECIAL

FEATURE

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READING FACES: HOW FACIAL IMAGING CAN TRANSFORM MARKETING RESEARCH

How facial imaging technology can provide much richer insights into how the human mind really reacts to marketing stimuli.

Alastair Gordon

F

acial imaging technology (or facial coding) has become a hot topic in market research recently, with IPSOS, Millward Brown and GfK all adopting different variants into their ad-testing protocols. However, the possibilities of this technology are far wider than many realize. The advent of scalable, cloudbased versions means online facial imaging is now accessible to any research agency – regardless of size.

Facial imaging captures movements on a respondent’s face via webcams while watching stimuli (e.g., a storyboard concept or video) and then automatically “translates” these into measures of emotional reponse.

If you haven’t seen this in action, it can sound a bit magical, but the technology is based on decades of scientific research. Now the wider possibilities of this know-how are being integrated into advanced applications by many major tech companies.

What excites us about this technology is how it can be integrated with traditional research surveys to provide much richer insights into the ways the human mind really reacts to marketing stimuli.

To give a better sense of the flavour, I’m going to take you on a quick tour around the globe, showing three examples from work Gordon & McCallum has undertaken utilizing the system from nViso (a Swiss company that pioneered the application of facial imaging in marketing research).

First stop is Asia, where we helped carry out a major study to find out what styles of advertising

work best. One key finding was that many ads have what we call “linchpin moments” where the emotional tone of the commercial is determined.

As an example, a Coca-Cola ad featured a simple, humorous and very effective “boy meets girl at a bus stop” narrative culminating in a moment when the girl smiles and changes her attitude towards the guy as he offers her a Coke (Figure 1). At that precise point in the ad, positive happiness among females shoots up and is sustained well into the branding part of the ad.

Telling a different story, a Sprite ad was let down by the visuals getting in the way. In particular, one shot of an NBA star caused a dramatic decline in emotional response among young people – from which the ad did not recover (Figure 2). In our view, this shot accidentally tapped into a strong aversion among many Chinese to the appearance of sweatiness. So while the visual is dramatic, it may simply have distracted and disturbed some viewers in this market.

The other major difference between these soft drink ads was that the storyline was clearer and easier to follow in the Coke spot. This illustrates another general finding of this research – based on our facial imaging studies in five countries we concluded that creativity around how storylines convey the message is more emotionally important overall than production values, celebrities or visual effects. Good stories engage us emotionally – substance wins over form.

SP ECIA L FEAT URE Linchpin moment in Chinese advertising

German Vewers Watching Skiing at Winter Olympics

Figure 1: Coke tells a story and makes women happy

Figure 2: Sprite’s sweaty shot turns young people off

Figure 3: Live viewers don’t react to shot of a competitor’s father with a toy mascot, but it makes recorded viewers (green line) very happy!

In our second example, we move to Germany where nViso has been collaborating with a local agency in evaluating sports TV programming and in particular the differences between people watching sports live, and viewing a recording of the same event.

The charts that follow show the trend across 25 minutes of people watching a ski-jumping event.

In the live version, emotions are far more mixed, essentially following the story: so we see sadness/disappointment as a German skier performs a little less well than expected, some surprise/anticipation as a rival jumps, then a “happy ending” as the German favourite ends up winning. The prerecorded sample, however, (where most viewers already knew the results) shows a huge difference. They are much happier, and other emotions disappear. On one level it’s as if the fans can just relax and enjoy the triumph! Yet more detailed analysis shows other aspects. For instance, recorded viewers seemed to revel in more of the details – the “vox pop” interviews and action taking place away from the main event. For example, commentary on a shot of the skier’s father holding a funny toy mascot was missed in the live action, but caused delight in the recorded version.

Based on this, and other results, it seems clear to us that the context and extent of familiarity with a video (or any other marketing stimuli) profoundly affects how people react. It is more subtle and complex than simple “wear-out,” and as facial imaging becomes more common, we expect that marketers will have to rethink many aspects of campaign management.

The final example shows a concept test of a financial services product in North America. It shows how positive reaction to a new product concept differs among people who described the concept as personally relevant, versus those who didn’t.

The latter’s emotive reaction rapidly diminished as soon as they worked out what the concept was about. Those who found it personally relevant were much more engaged.

The importance of careful targeting for the product is made dramatically apparent. This, together with other emotional data, allowed us to come to conclusions not only about the quality of the concept itself, but also to offer the client much more strategic advice about targeting and repositioning. Quite a lot from one simple concept test! vue | APRIL 2015

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SPEC IA L F EAT U RE But the graph also illustrates that even among those who found the overall concept relevant, not all benefits were equal, and we were able to show that one specific part of the offer was causing concern. This particular concept was presented in animatic form, but we have tested many videos in simple test/storyboard format and similar results are obtained. We have found that the ability of facial imaging to automatically pick out very specific points in the concept where people lose focus or show negative emotions (without having to worry about issues of recall) not only helps clients discover problems, but helps us suggest how a marketing messages within the concept should be reordered and presented in the real world. In other words, it helps enable researchers to be more genuinely diagnostic.

Facial imaging is being increasingly used in evermore contexts. And while these examples merely scratch the surface, what we can see in each case is that people’s emotional engagement with marketing material is subtle. How we “read a story” while watching it and our views on the category all impact reaction.

Surprisingly, just recording people’s faces can help us interpret and understand these reactions in some depth.

ANNUAL G E NERAL MEET I N G

Relevant to me Not Relevant

Relevant – Trend Line Not Relevant – Trend Line

Benefit Less attractive

Given that the technology can be added into all sorts of surveys, this is an easy-to-access tool that Canadian researchers may well find worth exploring further.

Alastair Gordon is managing partner at Gordon & McCallum. He can be reached at ajm.gordon@gmail.com. A version of this article first appeared in AMSRS’s Research News Magazine in October 2014.

AVIS D’ASSEMBLÉE GÉNERALE ANNUELLE

Notice is hereby given that the Annual General Meeting of Members of the Marketing Research and Intelligence Association (MRIA) will be held as follows:

Avis est par la présente donné que l’Assemblée générale annuelle des membres de l’Association de la recherche et de l’intelligence marketing (ARIM) se tiendra comme suit :

TUESDAY MAY 26, 2015 12:00 EST

Le mardi 26 mai 2015 12 h 00 (heure locale)

Toronto Marriott Downtown Eaton Centre Hotel

Toronto Marriott Downtown Eaton Centre Hotel

Grand Ballroom – Convention Floor

Grand Ballroom – salle des congres

525 Bay Street, Toronto Ontario M5G 2L2 Canada

525 Bay Street, Toronto Ontario M5G 2L2 Canada

All members-in-good-standing of the Association are encouraged to attend the AGM.

On encourage tous les membres en règle de l’Association d’assister à l’AGA.

By order of the Board of Directors.

Par ordre du conseil d’administration.

Kara Mitchelmore

Kara Mitchelmore

Secretary-Treasurer

Secrétaire-trésoriere

Chief Executive Officer

Présidente-directrice générale

Notice of the AGM has been previously circulated to the membership via Vue magazine, various events communications and is posted on MRIA web pages. Visit our website to download the AGM materials mria-arim.ca/news/mria-news/2015-agm

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CURRENT SPONSORS P IN N ACLE

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Visit the MRIA National Conference website at http://conference2015.mria-arim.ca/news/index.php or write events@mria-arim.ca

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F EATUR E WHY ATTENTION MATTERS MORE THAN EVER!

Paul Neto

The shift in consumer behaviour, the adoption of new devices and availability of new media channels and content have forever changed our media landscape.

Consumers are no longer confined to their living room or the movie theatre to consume entertainment content, and the notion of “the only ideal time and place to reach a consumer is at home in front of the television” no longer applies.

The implication of truly becoming a mobile society is that marketers, advertisers and the advertising industry as a whole are now presented with entirely new challenges.

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he shift in consumer behaviour, the adoption of new devices and availability of new media channels and content have forever changed our media landscape.

Consumers are no longer confined to their living room or the movie theatre to consume entertainment content, and the notion of “the only ideal time and place to reach a consumer is at home in front of the television” no longer applies.

The implication of truly becoming a mobile society is that marketers, advertisers and the advertising industry as a whole are now presented with entirely new challenges.

In an attempt to better understand these dynamics, a number of research initiatives were launched aimed to garner further insights into consumer behaviours and device adoption. In early 2014, we collaborated with Nielsen to explore multi-screen ownership and usage, and to explore the effects that adoption of emerging connected devices has on advertisers’ ability to successfully reach consumers. The research included interviewing over 6,000 individuals across six geographical areas including the U.S., U.K., France, Germany, Spain and the Nordics.

Results of the research illustrated that the typical U.S. household has approximately 4.4 devices, an average that increases to more than five when looking at millennial households. It showed that smartphones and tablets are quickly becoming nearly as popular as computers and that 87 per cent of consumers are using connected devices while the television is on.

This research provided one of the first holistic views of household ownership and usage across 25 connected digital devices, including various smartphones, tablets, smart TVs, gaming consoles and computers. It was also evident that millennials (ages 18-34, depicted in light blue in the chart on this page) are primary adopters of new devices such as tablets, smartphones and smart TVs, and are starting to under-index on more traditional devices such as traditional TV and desktop computers.

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Interestingly, tablets are nearly as common as gaming devices when considering the iPad only emerged on the market in 2010 and gaming consoles have been around since the mid-‘80s. This is also a testament on the efforts that game console manufactures have taken to position their devices as entertainment devices and for more than just games. In fact, nearly half (44 per cent) of game console owners typically use their console for some form of web video.

The research produced a unique database of consumer connected device ownership and usage data that was further utilized along with modeling and projection data to create a first-of-its-kind multi-screen reach calculator (www.yumecalculator.com). This calculator allows users to experiment with the impact of device mix as one shifts campaign dollars across screens, while producing directional, unduplicated total reach estimates. The end result is a unique look at the potential implications and benefits of using a multi-screen approach to digital video advertising. Particularly, when dealing with lighter TV viewing demographics, such as males 18-34, the effects on reach can be profound.

FEAT URE Undoubtedly, changes in consumer viewing behaviour, adoption of new devices, mobile connectivity, new content choices and numerous technological advancements have provided marketers with a variety of new ways to reach their intended audience. These changes naturally introduced new challenges for the industry, as the average consumer is not only more connected, but more distracted than ever, given the content and device options available. While marketers and advertisers have more options to reach consumers, and have become rather effective in reaching the consumer, the staple metrics of reach and frequency are no longer sufficient for gauging the effectiveness and success of a brand campaign.

It is simply not enough to deliver an ad to a consumer; it has become critical to reach a consumer while they are in a receptive mode, paying attention. By harvesting these critical moments of opportunity, marketers will truly be able to connect with their audience and deliver their message to receptive and attentive individuals.

This idea of reach versus attention came about in the second phase of a research study conducted in collaboration with the IPG Media Lab. The Pursuit of Attention research explored the role of video viewing context to help determine whether a consumer is receptive to advertising or actually paying attention to an ad.

Pursuit of Attention defines receptivity as a passive state of mind that exists before exposure to an ad or media content, while attention is the active behaviour of noticing an ad or media and retaining some information about the experience.

The study was conducted by first surveying 7,000 individuals about the context of their last digital video viewing

experience. Context was defined as the time of day, location, content type, mood, devices used and reasons for viewing/needs state, in addition to general receptivity to advertising across various verticals. Data was processed using statistical regression analysis to determine the strongest contextual predictors of an individual’s receptivity to advertising.

Results pointed to location as the most important contextual indictor of someone’s level of receptivity, and counterintuitively, out-of-home individuals are more accepting or open to advertising than when consuming digital media in-home.

Further, consumers are more receptive on mobile devices, particularly smartphones. These two factors alone bring into question whether the at-home, “on the couch watching TV” is still the only ideal situation to reach consumers or whether it is simply a leftover assumption made from the limitations of linear television-first/only marketing. This is further reinforced when taking into account that viewers are more receptive when consuming practical content such as business, technology, news or political content.

The various contextual factors driving receptivity allowed the research team to build real-life moments where receptivity was at its highest, or at varying levels. These moments include being on a smartphone, while commuting, at home watching drama content on a laptop and by the poolside with friends watching comedy on a tablet, to name a few.

To explore the active state of attention, the research utilized twelve specific moments of varying levels of receptivity. A total of 3,651 respondents were recruited and screened under the contextual criteria of each moment. For each moment, respondents were exposed to digital video context, which included pre-roll advertising.

Since respondents were recruited in their natural environment within these various moments, attention was measured by strategically asking a number of questions post-experience that were indicative of the respondents’ level of attention and whether they retained any of the information. Questions included ad and message recall, in addition to two ad-specific questions as indicators of their attention and information retention. A simple example is whether a respondent was able to recall the ad was for a truck of a certain brand and whether it was a red truck, not blue.

Each of the inputs were aggregated into overall attention scores, which were then used to segment the respondents by level of attention (low, moderate, high).

An underlying objective of the research was to determine whether level of attention had any effect on the coveted brand metrics. Results indicated that across favourability, vue | APRIL 2015

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FEATUR E recommendation intent, and purchase intent, audiences that exhibited high levels of attention outperformed the moderate and low attention cohorts (23 per cent vs. 11 per cent lift in purchase intent over control).

A similar analysis was conducted to deduce drivers of attention, and while location was the strongest predictor of someone’s level of receptivity, device used was the strongest predictor for determining attention level. The smartphone outperformed both tablet and PC in not only attention scores, but also in brand metrics.

Surprisingly, being on a smartphone while away from home produced both the highest levels of attention and highest brand metric scores. It may be indicative of today’s busy lifestyles, or the fact that we’ve evolved into a truly mobile society with ease of connectivity, that watching digital video while commuting was the most attentive state measured.

This research highlights how we must abandon traditional notions of when and where consumers are most receptive to advertising and willing to commit their precious attention. It is also evidence that within the world of the distracted consumer, simply delivering an ad to them is no longer sufficient, and additional research may help marketers further understand how to find these impactful moments.

As both technology and methodology continues to evolve, insight from this type of research will guide marketers in reaching attentive consumers in their everyday lives with relevant brand messages – ultimately achieving the most value for marketers.

Paul Neto is director, research and technical marketing at YuMe. He can be reached at paul@neto.me.

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FEAT URE THE NAYSAYER’S GUIDE TO VIRTUAL REALITY IN MARKETING RESEARCH

Virtual reality (VR) is the current darling of the technology world. It’s hard to read the technology section of any leading publication without seeing at least one mention of virtual or augmented reality (AR). These technologies promise to revolutionize how human beings interact with technology by creating experiences so realistic that the mind begins to ignore the fact that what it’s seeing isn’t real.

Isaac Rogers

V

irtual reality (VR) is the current darling of the technology world. It’s hard to read the technology section of any leading publication without seeing at least one mention of virtual or augmented reality (AR). These technologies promise to revolutionize how human beings interact with technology by creating experiences so realistic that the mind begins to ignore the fact that what it’s seeing isn’t real.

When I describe the experience of using these tools to someone, the best analogy I can offer is that VR is the closest thing you can imagine to an awake dream state. You put the headset on and immediately the visuals are so overwhelming that your brain is tricked into thinking you are actually in the experience.

The potential power of virtual reality is sweeping almost every industry, from entertainment to education, and yes, even to our own marketing research profession. As we move closer to widespread adoption of VR consumer products, researchers must come to grips with the impact VR could have on our business and how we uncover, collect and analyze insights for our clients.

As with anything that gets promoted as a potential revolution, there are those that believe VR is overhyped, overplayed or irrelevant. Here are three of the most common themes these naysayers cite when minimizing the role VR might play in our future.

1. “VR is really about playing video games and has no relevance in research” The cynics in this category seem to view virtual reality as a toy for video games and nothing more. They cast aside VR as a “neat gadget,” but not really relevant for practical purposes outside of Call of Duty games. They look at today’s clunky headsets and the 3D graphics and fail to see the potential of this new medium.

For those of us keeping up with the virtual reality movement, we know that it’s becoming harder and harder to find industries that won’t be dramatically impacted by this next technological evolution. Here are a few applications of virtual reality that are not just theoretical, but involve companies actively working to develop the first generation of headsets: FILM AND TELEVISION. VR promises to absolutely revolutionize the way you experience movies. A handful of video production companies have already began filming in 3D VR, allowing you to look around the set of your favourite film and feel as if you are standing right in the middle of the action.

RETAIL AND E-COMMERCE. Car companies are racing to develop VR models of their cars, so buyers can take a test drive without visiting a dealership. Clothing stores are investing in 3D modeling tools so customers can virtually “try on” new designs at home. vue | APRIL 2015

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FEATUR E SPORTS. Major league teams are developing ways to sell virtual seats to their games.

TRAINING. Medical schools are evaluating VR to train new surgeons, and military organizations are simulating battles for cadets – all without the real-world implications of live scenarios.

As marketing researchers, we will soon face a host of exciting new questions from our clients, such as:

“How will virtual reality affect my business, and what is my competition doing?”

“What should our VR advertising presence look like?”

“Is it time for us to consider embedding VR into our product offering?”

Luckily, in the next few years, marketing researchers will have at their disposal an arsenal of powerful virtual reality tools and techniques designed to help answer these questions. These new methods will allow us to engage, study and document consumer insights in ways we could barely imagine before, such as: VIRTUAL RESEARCH EXPERIENCES IN VR Researchers will soon have the ability to easily generate 3D virtual stores, allowing us to run customer simulations never before possible in the physical world. Imagine creating a virtual grocery store to observe how dozens of small changes in product location affect the flow of shoppers. Or perhaps we allow the customer to design a dream kitchen, then allow the clients to virtually walk through the highest rated examples.

Virtual reality technology has already shown some amazing insight into how the human brain perceives its physical space, and how this might translate into new insights in marketing research.

In one fascinating experiment, researchers allowed a VRequipped respondent to roam around a physically empty room with a battery-powered display unit. In the VR world, the respondent was placed in an object-filled virtual environment and allowed to walk around freely. Researchers then altered the ratio at which the subject moved in VR; a single physical step would move the virtual avatar the equivalent of several paces.

This allowed the researchers to “trick” the mind into believing 16

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it was moving at a much faster physical pace than it really was – the subject assumed they were walking quickly, but, in fact, they were slowly shuffling across the room.

Virtual reality will allow marketing researchers to experiment with “disconnecting” senses in ways never before possible, learning more about how human perception of things like space and proximity could be optimized in the physical world.

CUSTOMER SATISFACTION IN VR One of the most common activities in research is gauging customer satisfaction. In most cases, this exercise is done days or weeks after a customer experiences a brand, service or product, and satisfaction data is gathered with a rather uninspiring online survey.

Now, imagine a new world, one in which we can actually take the respondent into a virtual environment and ask specific questions about past experiences in that environment while simulating the event itself. A respondent might be transported back to an exact VR copy of their hotel, and asked about the check-in process while virtually standing in the same lobby.

Afterwards, you can bring them up to their exact room where they can walk you around and point out specific elements of the in-room experience. Not only can VR technology allow them to recall their experience with ease, but it can also enrich the feedback provided.

VIRTUAL REALITY ETHNOGRAPHY Virtual reality will have dramatic impact on the qualitative side of the industry. Companies like Samsung are already

developing VR cameras; these amazing devices will work like a remote camera (think GoPro or similar), but record a 360-degree, three-dimensional video of an event. Imagine taking one of these into a participant’s home for an ethnography; the researcher conducts the interview while VR-equipped clients are observing – remotely – the entire experience. These remote observers can look around in 360 degrees and become completely immersed in the home of their consumer without ever leaving the office.

FEAT URE In many cases, those who hold a contrarian view on the success of VR and AR rarely have an alternative theory of what our future holds. The concept that the world simply won’t change is a rather delusional position – it changes constantly.

I challenge naysayers who fall into the “gimmick” category to put forth a worthy alternative.

3. “VR is still in its infancy; it’s too early to think about applications for marketing research” Telepresence will take a dramatic leap forward with virtual reality. Many believe this is a key reason Facebook paid US$2 billion for a key VR technology company, Oculus Rift.

Facebook likely realized that, in a few years, consumers won’t be satisfied with two-dimensional video chat, and instead will want to join a friend or family member in a virtual-reality session where both parties feel like they are in a coffee shop, a living room or a museum together. Now, think about the impact that will have on focus groups. We will soon be able to virtualize an experience where all participants feel as if they are gathered in the same room, looking at the same product ideas or marketing concepts, but, in fact, they are thousands of miles apart and in the comfort of their own homes.

Naysayers who fall into the “VR is all about video games” category are facing a growing challenge; it seems there is a new application for virtual experiences developed almost daily that has little to do with gaming. With each of these new developments, marketing research’s role in the coming VR economy expands as well, as we will either use the technology within our data collection methods or we’ll benefit from the desire to research a new commercial application.

2. “VR is a gimmick; the technology is a flash-in-the-pan and won’t last” Of all the arguments against VR, frankly, this one probably has the strongest case to be made. After all, we’re talking about an industry that has already failed at least once before. Not to mention, when’s the last time you have gone down to the local electronics store to test-drive the new VR headset? Oh yeah, that’s right – you can’t even buy a VR or AR headset yet, as consumer-ready versions aren’t expected until later this year.

Sure, there is a chance that virtual reality might crash and burn and fail to become the next wave of consumer technology.

Even though the largest technology companies in the world – everyone from Microsoft to Samsung to Apple – are collectively pouring billions into developing tomorrow’s VR and AR hardware and software, the whole movement could come to a grinding halt if consumers just don’t get it.

As unlikely as this scenario might seem, there are plenty in the MR world that think the idea of a virtual-reality-filled future is overhyped and doomed for failure. There is nothing wrong with a healthy bit of skepticism; however, if you hold the viewpoint that VR and AR are not the next wave in consumer digital experiences – then what do you put forward as your own theory for the next big thing? What technological innovation has the next best chance at success? What is your plan for research evolution if VR and AR don’t come to pass?

Companies in most industries are beginning to see the impact virtual reality may have on their business and the way consumers interact with products and services, and very soon their marketers and product managers will be in search of guidance on how to navigate this new ecosystem. In much the same way the smartphone revolution forced thousands of brands and organizations to wrestle with the implications of a mobile consumer, the VR revolution will drive the same companies to reevaluate their customers’ needs within an entirely new medium.

As researchers, it will be our role to help those companies navigate and understand these new waters. As a believer in VR, I see that time approaching quickly.

A naysayer might argue that it’s too soon to begin a research investment in virtual reality. They will claim that the need for knowledge and capability in the VR world is something they will think about in a few years. They might even claim that it’s not in their research agency’s “wheelhouse,” and that specialist firms will pop up to meet that demand.

If you think VR is five to 10 years away, much of the tech world is betting against you. In fact, consumer VR devices are slated to hit the market this calendar year. By holiday season 2015, the single most anticipated gift is expected to be the new VR gear from Samsung, Oculus and an army of other companies. Many industry observers believe VR adoption will greatly outpace smartphones’ early growth rates, as the hardware is slated to be significantly less expensive and easier to adopt than the first generation iPhones.

And if you think that specialist firms will pop up to meet the VR demand – you’re right.

Just as we saw with the mobile research movement, and even the online movement before that, the firms that were prepared for shifts in consumers’ lifestyle and their client’s research needs thrived. They are now among the biggest names of quantitative and qualitative insights, and they were often the first companies with digital research departments or mobile innovation teams.

Several of those same innovative firms are quietly making investments in virtual reality today; they see the potential sea change in marketing research and are learning, experimenting, and preparing to meet the needs the clients will have today and tomorrow.

And so should you.

Isaac Rogers is chief innovation officer for 20|20 Research, a global provider of online qualitative tools and support services for researchers. He holds an MBA from Vanderbilt University. He can be reached at isaacr@2020research.com vue | APRIL 2015

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FORGOT SOMETHING? COULD IT BE RENEWING YOUR

MRIA MEMBERSHIP

FOR 2015?

Our members are the most important part of our association and they embody our commitment to excellence. As an organization, we are committed to change, improve, and provide increasing value to our entire membership.

Here are some of the benefits you enjoy as an MRIA MEMBER: 3 Updated Code of Conduct 3 Research Registration System 3 Qualitative Research Registry 3 Advocacy – CASL, Do Not Call Registry 3 Seven Chapters across Canada 3 Revised Pathways to Obtaining the CMRP 3 Online, Live Streaming and Webinar Education 3 National Conferences with Member Discounts 3 eVue Magazine and Pulse Newsletter 3 Research Buyers Guide 3 And just released, UPS discounts [see ad on page 31] 3 Coming Soon! Group Health Benefits Package exclusively for MRIA Members 18

vue | APRIL 2015

NOW IS THE TIME TO RENEW Visit the MRIA Portal TODAY at www.mriaportal.ca to renew your membership for 2015.

For more information, contact MRIA at membership@mria-arim.ca 2015 State of the Union Address In the first-ever recorded State of the Union Address, Kara Mitchelmore, MRIA CEO, discusses the challenges faced by the Association in 2014; actions that have been taken to breathe life into the Association, and lays the groundwork for the exciting year to come.

Click here to view the video.

YOUR CONTINUED SUPPORT MEANS A GREAT DEAL TO US. THANK YOU!

FEAT URE HUMAN BRAND – THE PERSONIFICATION OF BRANDS

Often, brands attempt to relate to large masses of consumers rather than to the individual, thus failing to align their marketing activities to actual consumer experience. We need to understand that there is a big difference between the concept of market or consumer segments and the concept of the consumer as a human being.

Marcello Sasso

Businesses do not have feelings; people do. People want to be a part of something bigger than themselves. They have emotions and desires – they want to feel something. They want to feel as if they are entering into a relationship with the brand itself.

Brands – which are, after all, created and backed by humans – must approach consumers not as groups or segments or data, but as the individual living, breathing, thinking and feeling beings that they are.

Branding needs to become humanized.

E

ntering into a relationship with a brand (purchasing a good or service) is often the result of an attraction created by the brand, but it can also be viewed as the opposite. Sometimes, it is the brand enticing the consumer, while at other times, the consumer may be attributing qualities to the brand to suit his or her needs.

Seducing customers, for a brand, is very similar to a entering into a human relationship. A man may be interested in a woman, but he needs to realize that she may or may not be open to his advances. Perhaps she is open only to a new friendship or acquaintance, or is very happy on her own. It is also important to understand when your consumers are open to being seduced or not.

As there are many different types of people looking for different kinds of human relationships, it is the same with consumers and brands. Some people may be open to a brief love affair, while others may be looking for a long-term commitment – and everything in between. Manufacturers should definitely pay more attention to how they relate to their targets. They need to identify their seduction leverages, in order plan their strategy accordingly. Once these things are defined, it will be easier to identify targets, their expectations and the touchpoints that create advocacy, but also to discover the critical ones that create avoidance.

One of the greatest tools that a brand has at its disposal is the ability to seduce. If you think about how people “fall in love” with a brand, you’ll see some of the same sentiments

as two people falling in love. Will he like me? Does she meet my requirements for a partner? Is he attractive to me? Is she dependable? Does he excite me? Often, if they find similar interests, a common language and respect, they enter into a mutually beneficial and satisfactory relationship.

People need to reflect and rethink their relationships with brands and products. They will realize that many reactions are consequences of chemistries – the same ones that are present in their love lives. The theoretical approach comes at things from a marketing perspective, which is truly valid. When we connect this to our personal, leadership, team, products and brands, it all makes sense.

Conscious Leaders Driving Conscious Business = Conscious Consumerism In this truly connected human economy, what we now want is good, old-fashioned relationships. We care, and we want to know those we deal with care too.

For a long time, manufacturers and providers have tried to persuade consumers to buy their products and services. This practice does not consider the emotional sphere of a decisionmaking process. Consumers undergo a number of feelings, thoughts, uncertainties and fears when they have to make a choice. Here, we distinguish seduction from persuasion.

Persuading means convincing someone do to something, but that doesn’t necessarily mean that is the right thing to do, and also doesn’t mean we like to do it. Persuasion does not create vue | APRIL 2015

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FEATUR E reputation, which is a first step towards affection, loyalty and then advocacy.

To convince consumers that their products possess advantages over similar brands, companies often focus on differentiating their brands using various promotional tactics.

Advertising, personal selling, sales promotion and public relations activities are commonly used to persuade consumers to make a purchase. Brands will promote product features and benefits to convince consumers that their products either address the consumer’s needs or solve a particular problem.

By promoting their brand in creative and compelling ways, companies hope to create positive esteem and loyalty toward the brand to fuel repeat purchases and customer retention. All these tactics, however, presuppose that communication is one way: producers speak and consumers listen.

This is not how relationships work, communication has to be two way, to share ideas, needs, expectations, perceptions and create a future together.

ranking each on selected seduction variables (e.g., well dressed, mysterious, shows positivity, communication, etc.). They are then positioned in eight areas of interest.

Then, we overlap the two graphs to see where we have spikes similar both to consumers and the brands, thus finding the touchpoints. The touchpoints are the areas that create opportunity and generate chemistry between consumers and the brand.

The whole process is based on Fusion, an Aimpoint’s proprietary approach derived from the military intelligence:

How We Assess the Brand Seduction At Aimpoint, we created a unique methodology that considers the brand or the product and its consumers as two individuals who meet, consider whether chemistry exists between them and if each is open to entering into a relationship with the other.

This approach depends on the personification of brands (or products) – shifting from a brand to mass-consumer paradigm to one that relates from human to human.

Customers are profiled according to a perception scale that assesses their degree of loyalty, as well as their behaviour with other brands. We gauge this measure on a scale of introvert to extrovert. Think about it on a human scale. An introvert is not likely to talk to strangers and is relatively satisfied with the status quo. Extroverts, on the other hand, are always open to new relationships, new people and new experiences. And that’s how we start profiling customers.

Next, we plot the characteristics of a brand and how it is positioned to seduce consumers. This process is completed for the brand and its competitors, asking respondents to create different personas for different brands of the same product, 20

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A Case Study In December 2014, on the occasion of the forthcoming International Expo 2015, Gruppo 24 Ore (the largest financial media group in the country) organized a cultural event at Milan’s Natural History Museum, during which it wanted to show how emotional people’s relationship with food is. By using our Human Brand approach, consumers were interpreted as humans having human relationships with different food products.

By pulling Italian consumers into a community discussion, we identified three types of food, as well as series of variables that identify relationships with food. Fast food, slow food, and organic food were selected as the three main food alternatives, while the discussion highlighted eight variables to describe food.

The adjectives/descriptions they developed could also be attributed to a human love relationship: natural, self confident, shows wisdom and maturity, mysterious/fascinating, shows care of him/herself, transmits emotions, listens to me, makes me feel unique. The results of a quantitative analysis were positioned onto a seduction wheel that allowed us to identify: SPECIFIC TARGETS SEDUCTION LEVERS LOYALTY LEVERS and CUSTOMER SATISFACTION measurement COMPETITIVE POSITIONING

FEAT URE The final results showed how approaches, perceptions, needs and expectations vary according to the age ranges and other factors such as appearance, culture and traditions remain the most seductive leverages of food. Expectedly, fast food was classified by all as lacking of culture, but still well presented; fast food and organic food where indicated as those serious partners with which to establish a long term relationship. The reason behind this is because they make you feel “unique.”

Appearance was the most important factor for very young consumers, very similar to what they prioritize in their love life. Self care (look) is also the most fulfilled lever, which means that this is a mature area where there is low margin for improvement.

Organic food was reported as a food similar in quality to slow food, but with less care taken for the look (appearance) and less traditions.

Slow foods fulfill expectations more than any other food, thanks to their higher score in traditions, appearance and uniqueness.

It is clear, then, that a brand is made by humans within your organization and finally defined by humans outside your organization. To succeed today, brands must create both a rational and emotional connection. On average it takes a minimum of six to seven brand touches for someone to

remember a brand. Every touch counts and by leveraging the strongest ones you can create loyalty or convert loyal customers into advcates. It’s humans who decide if they like you or not, if they tell their friends good or bad things about you. The sooner you acknowledge the importance of applying and improving the “human branding,” and the need to truly inspire and connect with your audiences, the sooner you will consolidate your relationship with current customers and effectively seduce new once. It’s all about being human.

Marcello Sasso is director of european operations at Aimpoint Research. He tweets at @marcellosasso and can be reached at MarcelloSasso@aimpointresearch.com. vue | APRIL 2015

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INDUSTRY N EW S FROM THE CLASSROOM

HUMBER COLLEGE RAPP PROGRAM GEORGIAN COLLEGE RAPP PROGRAM ALGONQUIN COLLEGE MRBI PROGRAM

ALGONQUIN COLLEGE MRBI PROGRAM Several MRBI students traveled to Toronto to attend MRIA’s Net Gain conference in January 2015. The college hosted an Exhibitor’s Booth to tell employers about the need for summer internships for the graduating class. The event was also livestreamed at the college in Ottawa. MRBI students Kavisha Patel and Lisel Douglas received funding as part of an Innovation Grant at the college to interview faculty in the School of Health about obstacles to implementing innovation in their programs.

The findings will help improve change management across the college. MRBI students Keely Mimnagh, Mahendar Rawat and Matthew Reichert are participating in a ground breaking study of patient satisfaction with primary care services, developed by researchers at the Canadian Institutes of Health Research. An Innovation Grant was awarded to allow the MRBI students to test a secure interface between the survey platform and the electronic appointment system and to develop satisfaction indicators for the Health Services Center. MRBI student Khadra Isse was awarded the 2015 Ottawa Chapter MRIA – MRBI Bursary for being a deserving student with high academic standing. Contact Nancy Johansen, MBA, CMRP, Program Coordinator at johansn@algonquincollege.com

HUMBER COLLEGE RAPP PROGRAM The following students recently attended Net Gain: Peter Chen, Maryam Al-Mujtaba, Suganthan Jeyarajah, Janeen Gabison, Jessica Jenkinson, Melanie Johnston, Chris Pankewich and Valeria Rivera, the Humber RAPP student volunteer representative who assisted Net Gain staff. Contact Mary Takacs, Program Coordinator at Mary.Takacs@humber.ca

GEORGIAN COLLEGE RAPP PROGRAM In January, seven students attended Net Gain. Two teams of students from the RAP program are competing in the Canadian Evaluation Society’s student case competition. The survey design and analysis class is also working with Barrie Area Native Advisory Circle to analyze the findings of a recent stakeholder satisfaction survey, and devise new approaches to data collection for future consultation efforts. In addition, the new research technology class will be meeting with representatives from VentureLab, a Markham-based “incubator” for technology firms, to discuss opportunities for working with start-up companies in various technology sub-sectors and to learn more about the supports available for launching their own research-based technology firms. Contact Dan Phillips, Coordinator, at dan.phillips@georgiancollege.ca Each of these RAP Program Colleges are sending teams of students, to compete in the first-ever, live at conference, Student Competition, happening May 24 - 26 2015 in Toronto. Visit conference2015.mria-arim.ca/program/sunday.php

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IND U STRY NEWS

BEST OF THE Editor’s note: this blog post was originally published January 20, 2015, and can be found here luxinsights.com/karen-flavelle-ceo-purdys-shares-unique-journey/ Amy Watt, a Research Associate from Lux Insights, got the chance to hear Karen Flavelle, CEO of Purdy’s Chocolates, speak at an Forum for Women Entrepreneurs event. Amy’s blog post highlights Flavelle’s belief that success in business often goes beyond strictly having a great product, and in the case of Purdy’s Chocolates involves creating a narrative for the brand. The post also includes eight keys to the success of Purdy Chocolates that Flavelle cited. Amy’s full post is below: Chosen by Paul Long, CMRP

Karen Flavelle, CEO of Purdys, shared her knowledge with the FWE last Tuesday; where she spoke about the unique challenges and opportunities of running a multi-generational family business.

Purdy’s has been a household name in Western Canada for over a hundred year, its history is rich, and as the secondgeneration owner, Flavelle’s passion for quality has been key to the re-invigoration and expansion of the iconic brand. In fact, Flavelle does not credit herself for Purdy’s success; she puts it down to the companies’ culture, philosophy and values.

“We don’t sell chocolates, we sell memories” says Flavelle, who claims to garner customer loyalty through Purdys compelling story. Storytelling is a powerful technique for building relationships, and Flavelle understands that an effectual chocolatier brings people together and keeps them engaged. Brand storytelling is not solely about a company, and Purdys knows exactly this, extending their contributions through philanthropic and social engagement.

“It should be all about your customers and ensuring you are there at the milestones in their lives,” says Flavelle.

To stand out from the competition, brands have to be remarkable, notable and memorable. Contrary to popular belief, brands must put their audiences’ needs and goals ahead of their own; by bringing value to their customer’s lives, and helping them find happiness.

With advice as wholesome as Flavelle’s, it’s no wonder Purdys continues to thrive and has been recognized as one of Canada’s 50 Best Employers, four times since 2002. The subsequent lessons, taken from Flavelle’s talk, validate the importance of expressing gratitude, being passionate and building an affirmative culture. The following takeaways have been fundamental to Purdys and Flavelle’s success story:

1

2

3

4 5

ommunicate the importance of C a work-life balance. Find a way to say no and leave the office without feeling guilty.

Be passionate. You are going to be working for a long time, ensure you love your work. ontinue to evolve to stay relevant, C and ensure consistency across all platforms. ppreciate people, especially your A colleagues and express gratitude. uild a distinctive culture. For B Purdys it is being caring, nurturing and a part of the local community.

6

isten to younger generations, they L are innovative and can teach you important lessons.

7

Change is continuous.

Be flexible.

8

Stand out, and find your niche.

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INDUSTRY N EW S RESEARCH REGISTRATION SYSTEM Since 1994, the RRS has allowed respondents to verify the legitimacy of a research project; helped legislators and regulators differentiate between legitimate survey researchers and unscrupulous telemarketers, phishers and scammers; and protected the industry from unnecessary and unwanted regulation.

MRIA’s Research Registration System (RRS) has long been a cornerstone self-regulatory mechanism for the marketing, survey and public opinion research and market intelligence industry in Canada.

Combined with other self-regulatory initiatives such as our Code of Conduct and Good Practice and our Charter of Respondent Rights, the RRS has paid huge dividends in protecting the industry’s positive reputation and good name with Canadians.

MRIA’s Research Agency Council provides strategic, policy-level oversight of the Research Registration System, and receives aggregate data-only on the System’s performance.

All Gold Seal and Corporate Research Agency members of the Association are obligated to register all of their research projects with the RRS, and Client-Side Corporate members are encouraged to require their agency suppliers to do so. Starting in 2015, RRS fees are included in MRIA Corporate Membership Fees.

Questions about the Research Registration System should be addressed to Erica Klie, Manager, Member Support Services, at 1-888-602-6742 or (416) 642-9793, ext. 8727 or eklie@mria-arim.ca.

The following companies have registered research projects with the Research Registration System in 2015 up to April 13 2015

GOLD SEAL CORPORATE RESEARCH AGENCIES Academica Group Advanis Inc. Advitek Inc. BBM Analytics Bond Brand Loyalty (Formerly Maritz Research Canada) Campaign Research Canadian Viewpoint Inc. Cido Research Consumer Vision Ltd. Corporate Research Associates

CRC Research EKOS Research Associates Inc. Elemental Data Collection Inc. Environics Research Group Limited GfK Canada Leger, The Research Intelligence Group Market Probe Canada MBA Recherche MD Analytics Inc. MQO Research

CORPORATE RESEARCH AGENCIES Barbara C. Campbell Recruiting Inc. (BCCR Inc.) Decision Point Research

Nanos Research Nielsen Consumer Insights Nielsen Opinion Quest NRG Research Group Numeris R.A. Malatest & Associates Ltd. Research Dimensions Research House Inc. Research Now The Logit Group Inc.

GOLD SEAL AGENCY PENDING Illumina Research Partners

Rules of Conduct and Good Practice Effective January 1 2015, MRIA announced that the Association has updated its professional Code of Conduct, to align with the fundamental principles of the International Code on Market and Social Research (the “ESOMAR Code”).

ESOMAR is a worldwide association of research professionals. It promotes standards for research and professional ethics endorsed by members in over 130 countries who share and uphold the conviction that “market research depends for its success on public confidence – that is carried out honestly, objectively and without unwelcome intrusion or disadvantage to its participants.”

MRIA’s Code of Conduct is self-regulatory and intended to reflect the standard of “best practice” in Canada, providing explicit assurance of consumer protection in how the industry interacts with and serves the Canadian public. MRIA’s newly introduced Code of Conduct replaces MRIA’s previous Code of Conduct and Good Practices (dated December, 2007).

http://mria-arim.ca/about-mria/research-registration/research-registration-overview 24

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IND U STRY NEWS THE NEWMR VIRTUAL FESTIVAL 2014 SUMMARY Paul Long, CMRP

Last December the annual NewMR Virtual Festival took place. The conference took place online, with webinar sessions given by market researchers across the globe – from countries such as the United Kingdom, China, Australia, Singapore, the United States and Canada.

SOME KEY LEARNING FROM THE CONFERENCE: obile is radically changing M quantitative research: Leslie Townsend (Kinesis) argues that mobile is now “traditional research”, and that testing for mobile is a “requirement”, due to the combination of studies that require mobile respondents for location and in-moment research, and that even studies that do not require participants taking part using mobile devices have a growing proportion of respondents using mobile devices. Lori Reiser (Avenis) believes researchers have to “speak mobile” – cutting text as much as possible while keeping wording understandable.

I n some case online qual may give us better results than in person qual: Sue Bell and Suzanne Burdon (Susan Bell Research) talked about conducting research with both online and in person focus groups, and find that online respondents may feel more comfortable being honest, and that in person focus group respondents do not necessarily experience the bond commonly thought to help them share openly in a group setting. They shared some provocative quotes from respondents such as: “Online you don’t have to walk out with the people afterwards, or meet them in the shops. You’re never likely to see them again. You can be yourself. More of the real you.”

dvertising may not need to be as A complicated as we think to work: Both Neil Gains (Tapestry Works) and John Kearon (BrainJuicer) spoke of brands needing to use imaging that relies on simple, yet compelling messaging. Gains spoke about how brands need to focus on a specific archetype, to appeal

to customers. He gave the examples of Virgin focusing on the “Joker” archetype and Ikea focus on a democratic archetype, focused on the everyman. According to Gains: “Visuals don’t need translation, they can work in Jakarta and Sydney”. Kearon argued that advertising is focused incorrectly on the left/right brain dichotomy to target viewers. Instead Kearon posits: “Five star ads are strictly emotion, not the traditional combination of emotion and logic.”

O nline retail needs to consider more than just features: Gerard Loosschilder (SKIM) claimed that an online retailer can be similar to a bricks and mortar store that is hard to navigate. The online store can be functionally correct, by showing prices, photos and ratings, but not help the customer determine what type of product they need. Loosschilder argued that an online retailer would be more successful by focusing on the needs of individual shoppers – he used the example of an online computer shopper, focusing on lifestyle to determine the relative importance of features such as weight, battery life and overall power.

These are just a few of many insights shared during The NewMR Virtual Festival. More information is available by clicking the links below, either to attend the archived sessions, or by reading detailed session summaries.

FURTHER READING: The NewMR Virtual Festival 2014 Website Interview with Ray Poynter about The NewMR Virtual Festival Individual Session Summaries on paullong.ca

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BOOK

REVIEWS A Review of The Curve

Written by Nicholas Lovell Published by Portfolio Penguin Reviewed by Ray Poynter I have become a fan of The Curve. The Curve is a book by Nicholas Lovell, but it is also a business idea, a presentation, a website, and an opportunity to understand how to make money in a world where most things are free. Lovell has taken the ideas put forward in Chris Anderson’s book Free and shows how they can be leveraged as a business model. This book and its ideas are important for anybody involved in business planning, marketing and research.

In essence, Lovell makes the point that in many business categories (especially those that are digital) you need to master two elements:

1. Allow people to pay more money if they are fans

2. Give people something useful/fun/interesting for free to grow the user base, which in turn grows the number of people willing to pay.

To illustrate his point Lovell quotes a large number of examples in his book, one of which is the musician Trent Reznor and the way he launched Ghosts I-IV – a collection of four 9 track albums.

1. H e made Ghosts I available for free, including uploading it to sites like BitTorrent and The Pirate Bay (even though those sites would be offering ‘stolen’ copies of the full I-IV for free, within hours).

2. He made the digital album Ghosts I-IV available for $5 – and created an honesty box for people who had downloaded a pirated version.

3. He offered the CD for sale at $10.

4. He offered a deluxe version of the CD for $75.

5. He offered an Ultra-Deluxe version for $300.

This version was limited to 2,500, included vinyl copies of the albums and books about the album, all hand signed.

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In the first week, the revenue from sales (from the small minority of people who were willing to pay) were $1.6 million. Of that, $750,000 came from the Ultra-Deluxe – which sold out in just 30 hours. Reznor had simultaneously expanded his total base of listeners by offering a substantial amount for free (and by acknowledging that pirates would distribute the whole work for free), but he also greatly increased his revenue by letting superfans pay more to get more.

Lovell has identified that the customer base for products, brands, services, stars etc is typically a power law curve. A relatively small number of people have a very high level of preference, and this tails away to a long tail of limited preference. This is very similar to the work of Andrew Ehrenberg and which underpins Byron Sharp’s book How brands grow.

What Lovell (and before him Ehrenberg and Sharp) have shown is that the customer curve is very consistent across time and markets. The proportion who want to spend more is small, and the proportion who want to spend very little is much larger. What Ehrenberg and Sharp have shown is that in order to have more people who want to spend large amounts you need more people in total. What Lovell has shown is that in order to be profitable (or more profitable) you need to market your product in a way that allows people who want to spend more to be able to spend more, and you want to use free as a method of attracting more people in total.

The book is well written, sources are cited thoroughly and clearly, and Lovell builds the story well, moving from the initial idea to a wide range of examples, drawn from a wide range of industries and sectors.

You can buy the book via Amazon (and from lots of other sites too).

There is a short, free version of The Curve online.

And Lovell has his own website, www.nicholaslovell.com.

Ruth Corbin, CMRP CorbinPartners Inc. Dear Dr. Ruth My company has a specialty practice in research among guitar players. It’s fascinating. You may want to check out this website describing new scientific research that shows that guitarists’ brains are actually wired differently than those of ordinary mortals: www.guitarworld.com/ new-study-shows-how-guitar-players-brains-are-differenteverybody-elses. Other social research (including some of our own) shows that guys who play guitar are more attractive to women. The commercial marketplace is more significant than people may realize: one segment of guitarowners purchases more than 15 guitars, on average, in their lifetimes. All of that is just background assistance for you, in answering my question.

We have been fortunate to have had one of North America’s lead distributors of guitars as our client. I have to admit that as a result of our long-term relationship, our own expertise and knowledge of the guitar industry have gotten stronger. Now the client’s marketing manager (I’ll call him Gordie) has gone to work for a major competitor, for whom we ourselves have never worked. Gordie has called to offer us a project to support the business of his new company. He wants us to do a market segmentation, analyzing repeat purchase behaviour among owners of guitars of different brands. The brands we would do research on include, of course, those of both Gordie’s new employer and his former employer. OK so here’s my question: Is it legal for us to work for this major competitor to a recent client? Is it ethical? Does MRIA have anything to say about it?

If there is no contractual barrier to your working for another firm in the same industry, you would do well to proceed as though a “non-disclosure” agreement were in place. Ethical principles should discourage you from disclosing anything of a confidential or proprietary nature that you learned about your original client to employees of Gordie’s new company. On the other hand, the entrenched knowledge about the industry in general that you have learned from working in the field is your own intellectual property. No one expects you to delete it from your brain.

Before concluding that you have to choose between the two clients, consider developing a concept for how things could be made to work (Chinese walls? Syndicated studies?) and discuss your options with your original client.

Disclosure is frequently the best path to maintaining mutual respect, and to preserving integrity in a business relationship, whatever the outcome. True enough, if you want to take up Gordie’s immediate business opportunity, you may end up losing your original client.

The two applicable core principles of MRIA’s Code of conduct are the following: “Researchers shall behave ethically and shall not knowingly act to diminish the reputation of the industry or the bodies that regulate the industry.” “Researchers shall conform to generally accepted principles of fair competition.” It would be valuable for your own firm to develop an understanding of how these principles will be reflected in the corporate culture.

As for the guitar rewarded to you by your original client, it seems to me you should not give it back. It’s not like an engagement ring. It’s a symbol of shared success.

Continue to display it with pride.

COLUMNIST S

Ask Dr. Ruth

Strung out in Scarborough p.s. In appreciation of going the extra mile on a project we did for Gordie’s old company, we were given a coollooking painted guitar from our client’s product line. If we go to work for the competitor, would we have to return it?

Please submit your forensic research and standards questions to rcorbin@corbinpartners.com or anonymously via the MRIA blog, https://mriablog.wordpress.com/ask-dr-ruth/.

Dear Strung out: Congratulations on having developed an area of distinct content expertise. Your knowledge and objectivity will remain valuable assets to any company you work for in the guitar industry.

The first thing to ask is whether your contract with Gordie’s old company, your original client, included a non-compete or non-disclosure clause. If so, consult your company’s lawyer to confirm your interpretation of it.

(Readers of this column who work client-side, take note: do you have such agreements in place with your suppliers/ research partners to make your expectations clear?)

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OTTAWA CHAPTER The Ottawa Chapter held an event in its Luncheon Series on February 26th entitled “The Case for Interactive Voice Response (IVR) Surveys”. Dr. Lorne Bozinoff, PhD, President and CEO of Forum Research discussed the merits of IVR in a random and representative telephone sample selection relative to CATI and online methodologies, and provided audience members information on how an IVR methodology can play a vital and economical role in conducting market research.

The Ottawa Chapter’s February event: from left to right - Sophia Chowdhury, Kavisha Patel, Krista Montgomery, Enoka Bainomugisha, Lauren Perron, Arundati Dandapani

T he Ottawa Chapter’s event, from left to right: Keely Mimnagh, Andrea Sharkey, Jeff Baker, Richard Leigh-Bennett, George Haines, Scott Meis.

Nat Stone (left) with Dr. Lorne Bozinoff at the Ottawa Chapter’s February 26th event.

From left to right, Ganga Kharel, Dan Jackson, Maciej Czop, Constantine Lafkas, Colleen Wang, Laurel Veitch at the Ottawa Chapter’s event.

BRITISH COLUMBIA CHAPTER On March 31st, the British Columbia Chapter held an SPSS Happy Hour Presentation entitled “Customer Feedback in a Data Driven Driven World”. Jeff Maddocks of IBM shared a presentation on the ever-evolving dynamic relationship between two sources of customer information: past customer behaviour, and current customer preferences.

The BC Chapter’s March 31st event. From left to right are: Noreen Frazer, KC Sato, Standing: Jeff Maddocks of IBM (presenter), Melika Irannezhad, and Stefen Langford

Have any news or photos you want to share? Contact associate editor Jeff Hecker (jeff.hecker@athenabrand.com) Members and guests are welcome at all MRIA events. Next Up: Toronto Chapter Breakfast Event: Tuesday, April 27 Check our online calendar at mria-arim.ca/events-awards/calendar for more information on all events and how to register. Members receive emails directly with event updates, so please check your inboxes for instructions on how to register for all upcoming events!

MRIA Portal: www.mriaportal.ca

Opt-In to Communications. If you would like to opt-in to receive MRIA communications, click here and fill in the form.

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IND U STRY NEWS

QUALITATIVE RESEARCH REGISTRY In accordance with federal privacy laws,

MRIA’s Qualitative Research Registry (QRR), or Registre de la recherche qualitative (RRQ) in French, was created to provide an ongoing, userfriendly vehicle for tracking those who do not want to be contacted or should not be contacted for qualitative research studies.

QRR is a comprehensive do not call list of those who have recently participated in qualitative research studies, those who have asked not to be contacted further, and those felt by recruiters and moderators to be best served by not being contacted. These respondents are marked as “do not call” in accordance with established MRIA Standards.

However, the ability of the system to function effectively is directly related to the co-operation received from firms who provide recruitment services.

If you are a full service research firm or field supplier that is currently participating in the Qualitative Research Registry program – thank you very much and keep up the good work!

All field and full-service companies are encouraged to submit a list of their qualitative respondents for entry into the QRR system each month, including those who do not wish to be contacted.

If you are not currently participating, please get involved! If you are interested in submitting to QRR, please visit the MRIA website at mria-arim. ca/about-mria/qualitative-research-division/qualitative-research-registry for further explanation and guidance on how to submit qualitative research participants’ names, along with the required electronic forms.

Participating firms will receive monthly updates of respondents to be screened from qualitative recruitment samples. QRR works effectively to increase the quality and integrity of the qualitative research process, by serving as a control to ensure respondents are not contacted more frequently than is necessary.

THE FOLLOWING CORPORATE MEMBERS HAVE SUBMITTED NAMES TO QUALITATIVE RESEARCH REGISTRY UP TO AND INCLUDING APRIL 13, 2015 ONTARIO

WEST

Barbara C. Campbell Recruiting Inc. (BCCR Inc.) Consumer Vision Ltd. Dawn Smith Field Management Service Decision Point Research I & S Recruiting Nexus Research Nielsen Opinion Quest Quality Response Inc. Research House Inc.

Barbara C. Campbell Recruiting Inc. (BCCR Inc.) Nielsen Opinion Quest

QUEBEC MBA Recherche Nielsen Opinion Quest (Opinion Search)

If you have any questions about or wish to submit to the QRR please send an e-mail to: qrr@mria-arim.ca Information regarding the QRR can be found at mria-arim.ca/about-mria/qualitative-research-division/qualitative-research-registry

Starting in 2015, all QRR fees are included in MRIA’s Corporate Membership Fees.

To view the fee scale, visit mria-arim.ca/membership/join-mria/corporate-memberships/corporate-dues-fees Rules of Conduct and Good Practice Effective January 1 2015, MRIA announced that the Association has updated its professional Code of Conduct, to align with the fundamental principles of the International Code on Market and Social Research (the “ESOMAR Code”).

ESOMAR is a worldwide association of research professionals. It promotes standards for research and professional ethics endorsed by members in over 130 countries who share and uphold the conviction that “market research depends for its success on public confidence – that is carried out honestly, objectively and without unwelcome intrusion or disadvantage to its participants.”

MRIA’s Code of Conduct is self-regulatory and intended to reflect the standard of “best practice” in Canada, providing explicit assurance of consumer protection in how the industry interacts with and serves the Canadian public. MRIA’s newly introduced Code of Conduct replaces MRIA’s previous Code of Conduct and Good Practices (dated December, 2007).

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29

MRIA PUBLICATIONS

VUE MAGAZINE MRIA’s official monthly magazine is now all digital!

Read insightful articles with over 2,600 in our archives.

Reach hundreds of market researchers each month through ‘ADVERTISING’

the magazine of the Marketing Research and Intelligence Association

JANUARY/FEBRUARY 2015

STAYING AHEAD OF THE CURVE

MY EXPERIENCE IN THE FIELD QUALITATIVE RESEARCH MADE IN FRANCE LOBOTOMIES AND SURVEYS: WHAT’S THE RELATIONSHIP?

TIMELESS PAPERLESS

VIRTUALLY 2015 Research Buyer’s Guide Online and on time, with up-to-date contact infomation on research service providers in eight different categories.

Exclusively for MRIA members to post and advertise year round, and for everyone to view.

The database is fully searchable by company name, contact, city, services offered and keywords.

Questions?

Write us at rbg@mria-arim.ca or call 1 888 602 6742 x8723

Visit vue |mria-arim.ca/publications/research-buyers-guide/renew-edit-buy-listings APRIL 2015

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