InterVIEW Q2 June 2019

June 2019

THE GREAT

GATSBY

EFFECT BY CARL DAVIDSON

SNEAK PEAK AT NEW HORIZONS

CONFERENCE

SPEAKERS

LEARNING

TO FLY WITH CATHERINE

FRETHEY-BENTHAM

HOT IN TECH COMPILED BY INFOTOOLS

Plus

SOCIAL AND BEHAVIOURAL CHANGE WITH NEEDSCOPE

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TIME FLIES! Geoff Lowe and I have been in the Chair and Deputy Chair roles for nearly a year now and what a year it’s been. We feel really pleased with where the The Association is at right now, having a clear vision for the year ahead and feeling like we’ve made good progress since last year’s AGM and the election of the new Board.

You will recall that one of the commitments we gave the members was the completion of a 5-year strategic plan. This was quite an exercise with the Board developing a number of iterations of a strategy summary and collecting your feedback on those. We also met with several other associations to better understand how they have dealt with the challenges of the digital age and changing business dynamics.

The final result of all of this was a plan that we circulated in the first quarter of 2019 which was very well received by members. Now the hard work starts which is the process of implementation.

Our first actions are the creation of HUBs or special interest communities.

We already have one of those in RANZ Social and we took the opportunity to kick another one off with members who are especially interested in government, particularly the All Of Government procurement process. We will be working through the other key action areas in the plan in the months ahead and really would like to reiterate that we want as many members as possible to engage in the process. We won’t achieve our aims unless we all move forward together. Give some thought to your areas of interest and what your needs and contributions might be.

Those are the main prerequisites for a successful HUB. RANZ is keen to support the development of these special interest communities and making the outcomes available to all our members.

The other thing we are very excited about is RANZ Conference August 12 and 13 2019: NEW HORIZONS. The theme has been chosen to reinforce our vision to broaden the Association’s depth and breadth of interests and services to members and the wider insights community. Following feedback from the 2017 event, we’ve moved to a 2-day format to enable a far greater

range of speakers and allow much more time for members, sponsors, speakers and guests to network, do business, participate and share.

In addition to Pecha Kucha, featuring the younger members of the industry, we’ve also added a “Rising Stars” event which provides an opportunity for us all to hear from people who’ve paid their dues and are now on their way, show-ing real talent in the industry.

We’re delighted to have been able to attract really high calibre international and lo-cal keynote speakers like Ray Poynter, Andrew Cannon and a number of other stars. Ray will also be running a work-shop on storytelling and analytics sepa-rate to the conference. Spaces will be in high demand and will be offered to conference attendees first. To close the conference we also have a high profile author, TV icon and thought leader in the psychology space - a person who “delves head first into key social is-sues facing NZers”.

This speaker is a real crowd pleaser and is sure to pro-vide an excellent, thought-provoking and entertaining piece. This edition of InterVIEW delves into the conference and if you haven’t already booked your tickets we recommend you do it now. This will be a conference to remember.

By now you should have received the draft of the new RANZ Constitution. As discussed at the 2018 AGM we need a new constitution that is fit for purpose and the opportunities and challenges that face us in the 2020s. The overarching theme of the Constitution is to bring us into line with the revised Act and also to provide the Association with a strong legal footing while we adapt to the new insights eco-system that is emerging.

Geoff, I and the Board would like to take this opportunity to thank you all for your support and your contribu-tions. We hope that you are as excited about the future that awaits us as we all are.

Publisher: The Research Association of New Zealand

The publications dedicated team includes: Editor: Ishita Mendonsa > Ad Coordinator: Kia-Mae Beniston > Copy Editor: Lauren McKee > Layout and design: Charmaine Fuhrmann >

We thank our many contributors for your time and efforts Images are copyright to their owners and should not be copied without permission Copyright (c) Stock.XCHNG Photos, 123RF Stock Photos, RA. InterVIEW is published four times a year by an enthusiastic sub-committee of the Research Association committee.

The views expressed are not those of the Research Association.

We welcome your input and your requests for advertising space.

Visit us: www.researchassociation.org.nz Email us: ranzinterview@gmail.com

Galina Mitchelhill Chair of the RANZ Board 5

AI

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Marketing and Product Innovation Reviewed by Nadine Bower

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Word from the Board.

Time flies with Galina Mitchelhill

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5 Trends for market research with Sue Cardwell

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InterVIEW June 2019

Social and behavioural change

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Checking in with RANZ Social

By Jenni Anderson

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60 Seconds with Marise Russo of IPSOS

InterVIEW June 2019

We are always looking for new and interesting content! If you would like to write in with your comments, or send us an original thought piece, email: ranzinterview@gmail.com >

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Hot in Tech

HARMONI GOES WITH MDI LIKE PORK GOES WITH PUHA

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Sneak peak

Learning to FLY

With Dr. Catherine Frethey-Bentham

Editors note This month, almost as if on loop, John Mayer’s song “Changing” has been laying on my mind.

00

“I am not done changing Out on the run, changing I may be old and I may be young But I am not done changing” Serendipitously, when I look at the articles this issue, there is a distinct sense of pushing one’s self to consider new perspectives -- perspectives from the experienced, and those that are new to the industry. Pieces like Carl Davidson’s article on Negativity Bias, MDI’s use of the (Infotools) Harmoni app, or Colin Ingram’s piece on using consumer research for social behavioural change come with an ambitious agenda. They compel us to think about new perspectives and how we can add value as researchers, irrespective of the stage we are at in our careers.

And then there’s articles such as Sue Cardwell’s 5 trends, Nadine Bower’s book review, the recap of RANZ Social’s May event and Catherine Frethey-Bentham’s interview which continues with the theme of growth and change, fuelling thought for the future. The absolute cherry on top is the fact that this year’s conference theme is “New Horizons - Exploring the frontiers of a changing landscape.”

This issue offers a sneak peak into the conference, and what we might expect from it. I so look forward to learning more at this event, and seeing many of you there

Happy reading!

Ishita 7

5

Trends for market

researchers

Sue Cardwell is Brand & Customer Experience Manager at Public Trust. She is a keen trend-spotter, believing that what makes great market researchers is our ability to stay on the pulse and curious.

with Sue Cardwell

“5 Trends” is Sue’s regular contribution to InterVIEW magazine. Sue helped re-launch the magazine in 2011 and she continues to stay involved in RANZ communications.

Get in touch! Sue loves to hear what you think - and your ideas for trends which should be covered here. Let her know your thoughts with a Tweet or LinkedIn shoutout.

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Written by Sue Cardwell @tuesdaysue

1. HYBRID JOBS Deloitte claims that as more routine tasks are completed by automation, the work that remains is more interpretative, collaborative and evolving, and cannot be easily summed up in a static job description. Hybrid jobs combine responsibilities of several standard jobs, pay better and are harder to source.

Candidates for hybrid jobs are known as purple squirrels in the recruitment industry because they are so hard to match to the job. We also need new ways of measuring success at these new jobs, not based on time in, but on results out.

Share this trend!

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2. GETTING CRAFTY

3. IT’S HOW YOU PACKAGE IT

5. GAMIFYING LOVE 4. PEGANISM

New Zealand rums to look out for include the Dancing Sands Distillery, based in Takaka, and Stolen Rum.

Plastic pollution awareness has hit its peak with widely viewed campaigns such as Seabins.

We’re seeing manufacturers bow to pressure to innovate in their packaging. Carlsberg introduced snap packs for beers.

Plastic straws are off the menu at many establishments, even Buckingham Palace. GoodFor food store offers a plastic free shopping experience - even delivering to your home. Meanwhile even the beauty industry - infamous for their packaging - is starting to catch on.

Keto, hormonally-balanced, lowFODMAP… just when you thought fad diets couldn’t get any more complicated, say hello to peganism. It’s a blend of paleo and vegan coined by physician Mark Hyman. It consists of a heavily plant-based diet with a “condiment” of protein (in the form of organic, sustainably grown, pastureraised, grass-fed meat and dairy), while grains are to be reviled.

Share this trend!

Share this trend!

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Forget craft beer, it’s time for craft spirits. If 2018 was the year when gin metamorphosed into the most fascinating bevvy to quaff, then 2019 is surely the year of craft rum. Barrel-aged, small-batch craft rums are particularly popular with 2534 year olds, while their parents remain more interested in whisky.

Good luck having both the willpower and the budget to keep it going, I say!

Dating apps continue to evolve, becoming more clever and ever more niche. Zick has created an app with videochat to help with those first meeting nerves (and avoid catfishing). The makers of Tinder urge us to avoid binge dating burnout with a tournament-style knockout game called Crown.

Meanwhile there’s an option for post-#metoo women who are tired of appearing in a catalogue for men to browse through. Pickable could be the ultimate in female-friendly dating apps - though it’s just for straight women so far.

Share this trend!

<< CONTENTS

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CARL DAVIDSON

HOW ‘NEGATIVITY BIAS’ AFFECTS PARTICIPATION AND PERCEPTION The last line of F. Scott Fitzgerald’s The Great Gatsby is one of the most famous in modern literature. It goes, “So we beat on, boats against the current, borne back ceaselessly into the past.” People have argued for nearly a century about what it means, but I like to think it has special meaning for researchers.

Being a good researcher means being vigilant about biases. We know that every survey we run or every consultation exercise we undertake can be skewed by selection bias (where those who opt into the research are different in some important ways from those who don’t). But even eternal vigilance might not be enough. This is because social science is increasingly demonstrating that it’s simply human nature for bad news to crowd out the good. That is, human beings are wired to notice, process and remember negative things much more powerfully than positive ones.

8 InterVIEW 10 InterVIEWMarch June 2019 2019

For obvious reasons, psychologists call this the “negativity bias”. There’s plenty of research that demonstrates how common this bias is, but it’s easy to see in your own life too: Think about how easily you dismiss compliments you receive, but how hard it is to forget any insults. It’s as if our memories dimmed the lights on our successes while throwing a spotlight on our failures.

Think about how easily you dismiss compliments you receive, but how hard it is to forget any insults.

The notion that this is a “bias” is critical here. It underscores the point that, because those nega-

tive experiences are much more salient, it’s just one short step from thinking they are more common or likely.

This tendency is magnified because we really are much more likely to hear from those worst affected by any change. Let’s say there is policy proposed that will deliver a small benefit to most people but will leave a minority worse off.

This tendency is magnified because we really are much more likely to hear from those worst affected by any change.

In everyday situations like these, we’re unlikely to hear from those who will benefit. This isn’t a conspiracy of silence so much as simple psychology. It happens because our brains experience losses much more profoundly than they experience gains. If you take $50 from one of your friends and give it to another friend, the one you take it from will be much more upset than the other one will be happy. In fact, the best evidence suggests that loss will have twice the emotional intensity as the gain.

Given that, it’s no surprise that those who experience a loss, or fear a loss, make the most noise and attract the most media attention (as even the most cursory reading of online comments will demonstrate). They are also much more likely to be motivated to participate in research so they can share that negativity.

And it’s not just a problem of participation, it also affects perspective. Taken together, negativity bias and loss aversion help explain what social scientists call “Declinism”. As the name suggests, this is a common belief that things are in decline and that everything was somehow better in the past.

As with all biases, this may seem intensely personal and real, but it’s reassuring to know that people have been writing about the decline of their civilisations pretty much since writing began. It’s a bias that is immune to the benefits of progress.

This in-built inclination toward negativity skews both how people see the world and how motivated they are to talk about it. It is far more pervasive than you might think, and it explains a great deal about what is wrong with the media.

But it also presents a particular challenge to researchers.

Which brings us back nicely to The Great Gatsby and Nick Carraway’s reminder that being a good researcher is always about being “within and without, simultaneously enchanted and repelled by the inexhaustible variety of life.”

Carl Davidson is the Chief Social Scientist at Research First Ltd, a company he helped found in 2006. Carl has worked in research for nearly 30 years, including time as a university lecturer (in sociology, then marketing), a social scientist in a Crown-funded research institute, a market researcher and as a strategy consultant. He is the author or editor of nine books about research practice in New Zealand, and he is a regular contributor to Stuff, where he writes about “the social science of everyday phenomena”.

<< CONTENTS 11 9

AI for Marketing and Product Innovation Powerful New Tools for Predicting Trends, Connecting with Customers, and Closing Sales

By Nadine Bower

ince the catch cries of “Research 2.0” and “Big data” I’ve unsuccessfully been on the hunt for a practical text addressing the changed data landscape and implications for our industry. Almost like a modern-day quantitative research method, this book focuses on artificial intelligence (AI) and machine learning (ML) to collect and investigate data. This book is the best I’ve come across to balance a non-tech summary of tools available with marketing applications and implications for marketing/insights professionals.

It gives enough of a layman’s understanding to comprehend the jargon, without getting overwhelmed by the mathematics. Published in recent months, this book is certainly up-todate, and the authors are balanced in their perspectives including technical, agency and client side.

If AI and ML aren’t on your agenda, chances are they are on your client’s agenda, and competitors (agency or client) are probably already investing in this area. The book is great at outlining all the ways AI and ML can be used to take insight and marketing to the next level. If you are more traditional in your approach to data, please don’t be intimidated. What I like about the text is that it isn’t scaremongering about our industry becoming obsolete but is phrased as an evolution in access and approach to data. While not alarmist, ignore it at your peril. AI and ML can

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successfully accomplish many bread-andbutter research skills, such as identifying and summarising category or analyse, patterns or image decoding. My personal opinion is this not a fad. AI and ML will become essential tools in our toolkit. It’s up to us to utilise and enhance our thinking.

The book addresses how AI programming and data scientists are in short supply. If this is an area that interests you, it could be a profitable upskill or career sidestep. Chapter 5 clearly outlines how to do AI if you know how to program, and how to get into it if you don’t.

For those of us who are less inclined to jump into full-time role change, it certainly doesn’t mean you cannot get across it. The principles are solidly grounded in many mathematical and statistical processes the quantitative researchers would already know, and a number of AI programming tools might be those you are already familiar with, such as R. I agree with the authors when they say the makeup of a market research company/team in the future will include a higher proportion of data scientists and programmers, so it’s always useful to have an understanding of your colleagues’ roles and abilities.

The downside of the book is while the concepts and applications are extensively covered, case studies and examples of real applications aren’t.

You will need to join the dots and think of ap-

Dr A K Pradeep, Andrew Appel, Stan Sthanunathan Published: December 2018 ISBN 1119484065

plications and opportunities yourself, but as market researchers this will not be hard, and I’m sure you’ll think of plenty of opportunities for your agency business or client. The lack of cases does, however, mean the book is somewhat mathematically technical at times, but for a 270-page read, it isn’t huge and is still pretty accessible.

I work in “strategic” research, so what does the future look like for me? Here’s an excerpt from the final chapter.

How can AI and ML help arrive at smart, effective marketing strategies? By elevating the strategic development process to a higher level. The ability of AI and ML-driven systems to gather, compare, contrast, infer, and convey learning are orders of magnitudes more than anything the human brain can accommodate, much less accomplish.

To draw a crude parallel, it is along the lines of attempting to understand the cosmos through Galileo’s Earth-based telescope, versus the view of the universe through the Hubble Space Telescope. Both can see stars. But only one can capture and analyze light from countless numbers of invisible sources billions of light years away.

Asking the right questions – directing AI and ML systems to go out and retrieve the most relevant and useful data – will be at the heart of the most sophisticated (read: effective) stra-

tegic development processes.

Instead of sitting around a conference table crunching numbers, studying a competitor’s strategies, and brainstorming possible solutions, the modern strategist will beckon his or her trusty AI/ML system to deliver findings that offer a much broader, varied, and unobtainable-by-any-other-means series of possible strategic paths.

In a very real and practical sense, strategists will now have an actual tool kit to perform their work. And it will be a tool kit with the most advanced, sophisticated tools in it.

Nadine, a Director at NeedScope International is passionate about our industry and is excited about what the future holds. As well as strategic consulting with clients, her role at Kantar finds her working across disciplines globally – bringing the best of insights, operations and technology together. Fun fact: reading is in Nadine’s DNA – both her mother and grandmother were librarians, and she averages over 60 books a year. << CONTENTS 13

FACILITATING CHANGE IN THE PUBLIC REALM Effecting social change is one of the most difficult challenges facing government or society. In comparison, brand marketing is straight-forward.

The goal is to achieve growth for the brand or for the category.

We do this by: • Understanding the needs driving category behaviour • Identifying the need you want to target • Developing a brand strategy to tap into those needs Within the Public realm, the principles are the same.

That is, identify the target and understand the needs driving the choices. Knowing the target audience is the easy part. But what are the ‘needs’ driving behaviours that have negative social impacts? What are the underlying drivers of domestic violence, for example? However perverse or seemingly misguided, the needs driving these behaviours are real. We need know what they are. And the real needs are not always apparent.

Public education campaigns only go some way to addressing these issues. Such campaigns typically focus on highlighting the adverse impacts of the behaviours we want to change.

Many encourage us to consider the devastating consequences of certain behaviours on families and individuals.

Yet why do so many such campaigns struggle?

The principles of brand marketing highlight the role of emotion in driving behaviour change. Within the realm of social behaviour change, do we always know the real emotional needs in play.

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CHANGE

USING NEEDSCOPE FOR

By: Colin Ingram

EMOTIONAL NEEDS DRIVE BEHAVIOUR - BUT WHICH ONES?

CASE STUDY: DRIVING USE OF CONDOMS IN SOUTHERN AFRICA

Understanding the real drivers of behaviour provides a breakthrough in the way we communicate social change messages. And in some cases, it means reviewing who those messages are directed to. Domestic violence provides an example, where reluctance to acknowledge its existence has been a significant barrier to change. Campaigns encouraging victims to speak up and seek help have certainly helped to change attitudes. But while awareness and support for victims has increased, the prevalence of domestic violence remains alarmingly high.

This case study features one of the most challenging issues facing the African continent. HIV infection, particularly in Southern Africa, continues to be of the highest rates in the world. While condoms are effective in reducing the spread of HIV, their use is low.

A new approach, shifting the focus from victims to perpetrators, aims to go to the very heart of the cause.

By switching the focus from the victims to the perpetrators, as theirs is the behaviour that needs to be changed, we need to understand what is driving this. This goes beyond the violence itself. Instead it acknowledges the anger and frustration leading to the destructive assertion of control over others.

From this, communications such as ‘It’s OK to ask for help’ offers a path to self-esteem ad sustainable behaviour change.

SHIFTING THE FOCUS FROM THE INDIVIDUAL TO THE GROUP Similarly, road safety campaigns target young male drivers by focusing on the consequences of drink-driving.

Campaigns that directly connect with young males’ peer group identity and support, shifts the focus from road carnage, to the culture of the target group. ‘Stopping a mate from driving drunk’ is an act of bonding, and being the elected sober driver is ‘taking one for the team’.

Lovers+ = Lovers Plus The South African government had distributed millions of the Choice brand, free-of-charge from various outlets. They also marketed two subsidised brands – Lovers+ and Trust.

However, despite efforts to make condoms accessible and affordable, condom use had declined across all age groups.

Campaigns highlighting the risk of HIV infection rely on leveraging consumer rationality to avoid risky behaviour.

Such campaigns were clearly ineffective. Achieving change would only happen with an understanding of the real drivers of young people’s sexual behaviour, particularly as it relates to condom use. Against this backdrop Population Services International (PSI) commissioned qualitative research to understand how to address this.

NEEDSCOPE TO UNCOVER EMOTIVE DRIVERS NeedScope qualitative groups were undertaken amongst 18-34 year old condom users across Southern Africa. We used projective techniques to reveal the emotive needs underlying sexual behaviour.

BRANDS OPERATING ONLY AT THE FUNCTIONAL LEVEL FAIL TO CONNECT EMOTIVELY We applied brand marketing thinking to social change challenges. Emotions are the driving force behind brand choice, even though we are rarely conscious of them. Symbology is the language of emotion. Brand symbology - the logo, design, colours, and so on, capture the feelings and personality that connects the brand with the fast brain. << CONTENTS 15

CONDOMS COUNTER TO EMOTIONAL AND SOCIAL DRIVERS

Being free and government supplied, this delivered little status to the male user.

Campaigns focussing on safety and protection have failed to significantly change attitudes and behaviour. From a younger person’s perspective, their needs relating to sex are far stronger than needs relating to safety and protection. Using a condom undermines the sexual experience, being counter to feelings of spontaneity and fun.

While ‘Choice’ was free, PSI marketed two subsidised brands – Trust and Lovers Plus. These were considered trustworthy and, against brands like Durex, were an affordable option. Up until this point communications for these brands focused on reliability and safety. As a result, neither really connected at an emotive level, and there was little differentiation between them.

At a social identity level, condoms are not cool - particularly those provided free or subsidised by the government. Cultural stigmas work against females involvement in using or buying condoms - this being the prerogative of the male.

4 NEEDSTATES

Barriers to using condoms: • Detracts from enjoyment and spontaneity • Male obstinance • Limited role of women in the decision

It takes time, by the time you open it, the intimacy level drops.

The guys will say they forgot the condoms.

There is no need to ask them (the partner), I am the man.

So what are the needs driving the use of condoms? To answer this question we knew that we had to go beyond ‘attitudes’ to condoms and the risk of HIV infection. We needed to understand the different needs driving sexual behaviour and how these relate to the drivers and barriers to condom use.

Colin Ingram is a Director at NeedScope International, part of the Kantar Group. This paper was presented at the first Africa Social and Behaviour Change Conference (ABSC) in Nairobi,February 2019.

Translating the NeedScope framework into a model of sexual behaviour, we identified four core needs:

GOVERNMENT CONDOM ON A DATE? NO THANKS! The South African government had made available the Choice condom. It was distributed, free of charge, from a range of outlets. PSI were charged with its marketing.

Despite being free and easily available, it was not a popular choice. Not helped by issues of reliability (subject to at least one recall), the brand failed to connect.

1. Conquering (Red): Sex is impulsive and can’t be denied. It makes you feel powerful and unstoppable 2. Composed (Blue): Sex is a feeling of being in control, knowing what you are doing. You express a sense of sophistication and class 3. Intimate (Orange): Sex is making love – selfless, respectful, and caring 4. Playful (Yellow): Here sex is about play, it is spontaneous, unpredictable and fun

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THE BRAND LANDSCAPE

Pl

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Positioned against these needs, the government supplied ‘Choice’ brand sits in the middle of the model - having little connection to any needstate. Lovers Plus and Trust both sit in the Intimacy space, but neither are particularly compelling.

DIFFERENTIATE WITH EMOTION It was recognised that these brands needed refreshing and to be more differentiated from each other.

In 2016, the South African government relaunched Choice under new branding – Max. They now come with both colour and flavour choices. The two PSI brands have been made more appealing by injecting more emotion. They have also been more clearly differentiated, by moving Lovers Plus into a Playful position.

ACTIVATING A NEW POSITION #1 Press announcement - A newspaper article announces that in South Africa a new tax will be introduced. It will be based on the frequency and duration of sexual activity, and invited South Africans to make submissions on the proposal. The date of the article was, of course, April 1st. #2 Fooling around - This Lovers Plus advertisement also taps into the Playful emotive positioning.

The message conveys ‘fun’ – no allusion to safety and protection. #3 It’s playtime advertisment Public health campaigns aimed at changing behavior have always been challenging. Around the world behaviours relating to such things as road safety, alcohol, domestic violence, as well as safe sexual practices, have been very difficult to change. This is because the real drivers of these behaviours are emotionally based, and messages appealing to rationality and reason alone, have simply not worked.

UNDERSTANDING THE EMOTIVE DRIVERS AND BARRIERS CAN LEAD TO REAL AND SUSTAINABLE BEHAVIOUR AND SOCIAL CHANGE IN THE PUBLIC REALM.

This paper was presented by Colin Ingram, a Director at NeedScope International, at the 1st African Social & Behavioural Change Conference in February 2019, in Nairobi << CONTENTS 17

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12 & 13 August 2019 Ellerslie Event Centre, Auckland, New Zealand

2019 << CONTENTS 119

SNEAK PEAK AT SOME KEY SPEAKERS Ray will give a keynote speech on the following:

Sponsored by:

RAY POYNTER

After more than forty years in market research, Ray now focuses on training, consulting, writing and contributing to the creation of new approaches in market research. Ray is in frequent demand as a keynote speaker, facilitator, contributor and advisor.

Ray is the founder of NewMR.org, a long-standing member of MRS and ESOMAR, and a member of the ESOMAR Council. Ray is the author of The Handbook of Mobile Market Research, The Handbook of Online and Social Media Research and the #IPASOCIALWORKS Guide to Measuring Not Counting, editor of the ESOMAR book Answers to Contemporary Market Research Questions.

Ray has spent the last 40+ years at the intersection of innovation, technology, and market research. During those years Ray has held directorlevel positions with Vision Critical, Join the Dots, The Research Business, Millward Brown, Sandpiper and IntelliQuest. Ray is Managing Director of The Future Place, a UK-based consultancy that operates NewMR.org.

Ray sees his mission as “Have fun, help people, pursue knowledge, and try to make some money along the way.”

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The State of the MR Nation in 2019 We are experiencing Research in the time of VUCA (Volatile, Uncertain, Complex, and Ambiguous). In this state of the nation presentation, Ray Draws on multiple sources to paint a picture of the main trends and forces shaping market research. The presentation will cover the growth of automation, artificial intelligence, the shift from traditional market research analytics, the rise of DIY and the changing roles of client insight roles.

Ray will also visit the tricky and changing boundary between innovative new solutions and snake oil.

Sponsored by:

ANDREW CANNON

Andrew is passionate about the role research businesses have to play in enabling decisionmakers to both make better decisions and to be more customer- (citizen-) centric. Andrew is also passionate about the role national associations have to play in promoting and protecting the research industry.

Andrew has over 30 years’ experience as a market research practitioner on both the agency and client-side, and currently divides his time between running a boutique research agency in Helsinki and working as Executive Director for the GRBN.

Sponsored by:

NIGEL LATTA

Nigel is the second oldest of a family of four and was born in Oamaru on the East Coast of the South Island of New Zealand. Oamaru was, he says, an “interesting” place to grow up. At age eighteen he left home to study at the University of Otago gaining a Bachelor of Science in Zoology, and then a Master of Science in Marine Science.

In 1990, whilst he should have been working on his marine science master’s thesis, he had a brief foray into the world of rock and roll, playing and touring with the world-famous-in-some-parts-ofDunedin Gavin Thornton’s Steam Injected Band.

This was a six-piece skiffle band (ukulele’s, teachest bass, washboards etc). Gavin’s was huge on the Dunedin busking scene and their gigs included the Telethon bomb scare, the Otago Daily Times Children’s Christmas party, the Alexandra Blossom festival, and a pub in Invercargill. The band broke up following a wildly successful South Island tour on the 1st of January 1991.

At this point he faced a tough decision: either get a real job or find something else to study. It’s no surprise then that he subsequently enrolled at the University of Auckland to train as a Clinical Psychologist.

He graduated with a Master of Philosophy with First Class Honors in Psychology, and a Postgraduate Diploma in Clinical Psychology.

His professional experience to date spans over

two decades and reflects a dual interest in both forensic psychology and working with young people and their families. In recent years he has developed an increasing speciality and passion for working with kids in the ‘too-hard’ basket.

Nigel, in private practice for the last seventeen years, has finally accepted the fact that working in organisations just wasn’t for him. The deciding factor was sitting in a staff meeting so inane and trivial that he found himself wishing for death.

This, on reflection, didn’t seem like a great way to spend his time.

In addition to working with literally thousands of families over the past seventeen years, he also consults with a range of private and public organisations from throughout New Zealand including social service agencies, sex offender treatment programs, prisons, the Department of Corrections, the New Zealand Police and Child Youth and Family Services.

His career as a broadcaster began with the critically acclaimed “Beyond the Darklands”, produced by Screentime in New Zealand, which ran for five seasons. He presented the top rating “Politically Incorrect Parenting Show” with Razor Films, and this was followed by “The Politically Incorrect Guide to Teenagers”, and then “The Politically Incorrect Guide to Being a Grownup”. He also filmed an Australian version of the parenting show for Channel Nine. He presented “After the Quake”, a documentary exploring how to help children and young people cope with natural disasters, and “Surviving Teen Drivers”, a two-part documentary about how best to support young drivers.

He has recently completed filming the documentary “Cold Science”, two one-hour episodes looking at life and science in the Antarctic which will screen in 2014.

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A six-part major documentary series looking at the big social issues of our time, which should also be screening in 2014, and is about to start filming an eight-part popular science series called “Nigel Blows Stuff Up”.

In 2010, as a result of his passion for science and science education, Nigel was invited to become an associate of the world leading Multidisciplinary Health and Development Study at the University of Otago. In 2012 he was made an Officer of the New Zealand Order of Merit (ONZM) for services to psychology. He continues to work with families, consult with organisations and speak at conferences both in New Zealand and abroad.

In 2016 his TV documentary; “The Hard Stuff with Nigel Latta” drew critical acclaim. Later that year, Nigel and two of his colleagues who were instrumental in the making of many of these documentary series, started a production company called Ruckus Media, which produced ‘Mind Over Money’ which dealt with the psychology of money, ‘What Next?’ with respected broadcaster John Campbell and most recently ‘The Curious Mind’, a series on neuroscience.

DUNCAN STUART

Duncan Stuart is a crowd favourite at RANZ conferences, so we couldn’t but help invite him back as a local keynote speaker after winning People’s

Choice Award yet again in 2017. We are waiting to see what magic Duncan cooks up for us this year - so watch this space!

Carmen Vicelich, an IT Entrepreneur and Data Insights Guru, is well recognised for the amazing work her and her team are doing in the big data space, so an amazing talent to have to shares your thoughts with us. As Carmen is not your typical anything – a powerhouse entrepreneur who has built two multi-million-dollar, international data and technology businesses in just five years at the same time as balancing life as a wife and mother of four young children.

Data Insight uses advanced analytics to help businesses leverage data to make data driven decisions and works with industry leaders across multiple verticals including government, utilities, telco, casino, FMCG, insurance and banking.

Valocity is a cloud based Mortgage Lending Platform, that helps banks transform and streamline the mortgage valuation process to deliver improved customer experience with increased regulatory compliance. Carmen’s energy, drive and ability to make the complex simple has already earned her numerous awards – both personally and for both her businesses.

For more info visit www.researchassociation.org.nz/2019-Conference

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CARMEN VICELICH

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RANZ Social had a sell-out start to 2019, no surprises when the topic was – Market Research is the ultimate career foundation! Honoured by guest speakers, Carl Edkins and Philippe Boulanger, who shared their personal experiences on their journey so far and how Market Research assisted them in their many successes.

Carl taught us that the decision-making skills we learn as researchers is invaluable to any career path, and Phil’s entrepreneurship had us inspired. It was great to see so many faces, including enthusiastic students who were keen to learn how they could make their mark on the research world.

The night wouldn’t have been possible with Kantar, Colmar Brunton and RANZ who generously sponsored the night.

Jenni Anderson is a Senior Consultant at Kantar and a co-founder of RANZ Social.

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IN TECH T

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26 InterVIEW June 2019

HARMONI GOES WITH MDI LIKE PORK GOES WITH PUHA Compiled by

T

h ere are lots of exciting technology options avail-

they had during the day (which, as we all know, can

able to market researchers these days. In this issue, we

get a little tricky when you’ve been snacking), the app

look at two platforms from this side of the world that

sent out helpful reminders at common meal times to

go together like pork and puha.

encourage people to “log on the go”.

When you’re dealing with the vast amount of data

Not only were they collecting text responses, but pho-

available today, there are many sticking points along

tos, videos and tons of rich metadata as well. Users

the way that can cause poor outcomes. From collecting data in a practical, accurate manner to processing and analysing it in a way that makes sense for making important business decisions, new advances in technology hold the promise that many of these challenges can be overcome. Two technology-forward companies

were providing more information than anticipated because they liked the app-based interface. Users would upload images of what they were eating and contextualise them with comments such as “A fantastic way to stay healthy and get the benefits you need fast into the body”.

have recently come together to create one such solution that works well.

COLLECTING DATA: MOBILE DIARY APP Today’s consumers are on the move, and they are accustomed to conducting all kinds of business, pleasure and lifestyle activities on their smartphones. Why not market research, too? We’re not simply talking about a mobile survey. “Six years ago, mobiles as a research

PROCESSING DATA: CLOUD-BASED, DYNAMIC SOFTWARE The data collection part of the equation was an overwhelming success, but with so much data coming in, MDI needed tools to process, analyse, visualise and report on it. And because the data was constantly being updated, the technology used to perform these important tasks needed to be dynamic, not static.

tool were being overlooked,” remarked James Fergusson, founder of Australian market research agency MDI. “Back then, digital pretty much meant ‘web page with questions’ and mobile research meant ‘web page with questions on a smaller screen’. There were no apps, no mobile diaries, nothing that really made use of the incredible access mobiles give us to talk to consumers directly, whenever and wherever it suits them the most.”

So, James and some colleagues, including Fiona Buchanan, took their experience in digital research and shaped MDI, a “mobile-first” agency built out of a desire to bring market research into consumers’ pockets in a viable, practical and profitable way.

In one of their recent projects, they developed a mobile food diary for a major dairy corporate that was looking to expand into new markets. The mobile app in this case operates similar to a “food log” – encouraging research participants to log short “diary entries” of their food and drink consumption throughout their day. Rather than relying on consumers to recall what

That’s where the second part of that “pork and puha” sandwich entered the picture. New Zealand-based Infotools, a veteran firm in the market research industry, had their cloud-based software solution that could streamline MDI’s incoming data and help the firm’s dairy client make some big business decisions.

The solution, called Infotools Harmoni, allowed MDI to take their data from the field, all the way to their stakeholders. Built specifically for market research data, Harmoni gave MDI the ability to create an underlying database, absorb new data automatically, and easily slice and dice the numbers to uncover key insights and trends.

There are several technologies at play behind the scenes that explain the high performance of the Harmoni platform – most have been buzzwords for the last few years in market research circles. Ant Franklin, CEO of Infotools, said, “We use technologies like automation and machine learning to speed up processes that used to take days and get these down to a matter of minutes or hours. << CONTENTS 27

Because the platform learns behaviours and algorithms, it can really work as a partner for the researcher. We like to think about Infotools Harmoni giving the researcher more time to be ‘human’ and have more time to uncover the insights that matter to business outcomes.” For MDI, with the speed and enormity of the incoming data, being able to digest and process it quickly was a key part of the equation.

In addition, the platform solves the data integrity issues that some other approaches may have by preserving original data, no matter how much new data is added or how reports are generated. The data does not become corrupted.

With the mobile diary app, new data was constantly being added and updated in nearly real time, so stakeholders could access the latest insights at any time.

By combining all the varying data sets into one source of data within Harmoni, MDI had huge leverage over

TECHNOLOGY PARTNERSHIPS THAT WORK Technology is pushing change in the market research industry from every angle. Consumer technology is pushing brands toward the need for quicker insights, while innovations in complementary industries are pushing client expectations forward. In order to stay relevant, market research has to keep up with this pace and even exceed it, since we are providing data that is the basis for many business decisions.

By examining nimble uses of technology combined with new interfaces in a partnership like this one between MDI and Infotools, we can start to see how realworld applications can move our industry toward the future. Forward-thinking companies will continue to monitor the needs and demands of the industry to stay ahead of the curve.

the data. Instead of spending significant time manipulating data, the team could really focus on delivering actionable, business-changing insights to their client.

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LEARNING

Building bridges to the industry with Dr. Catherine Frethey-Bentham In conversation with Ishita Mendonsa

For the past few months I have had the privi-

lege of being an industry mentor for Catherine Frethey-Betham’s Advanced Marketing Research Course (MKTG 305) at The University of Auckland.

During this course, students are put into groups, and they are each assigned a mentor to help guide their thinking and analysis with respect to a (real) client’s business challenge. This year’s client has been the The New Zealand Housing Foundation. Where students are interested in pursuing market research as a career options, often the conversations go beyond course work, into the realm of career advice.

During the process of mentoring these incredible students, I have been amazed by the sheer effort Catherine has put into rallying industry professionals, building connections, and paving pathways for her future students. As an ex-lecturer, the meticulous planning and mental/ emotional labour involved has not escaped me. Moreover, a few of her students have eventually become colleagues

of mine, and been recruited to other positions in our industry, making the professional reach of this course both tangible and visible to myself and many others.

This is why we decided to feature Catherine’s course in this issue and ask her a few questions...

How long have you been teaching this course?

I have been teaching the course on and off since 2005.

However, the live project was introduced in 2011 after I returned to the University from working in industry.

Can you summarise the structure of the course for us? How does it all culminate?

The course is based around a live project. The project starts with a verbal and written client brief. From there both the students (individually) and I develop a questionnaire designed to meet the objectives of the brief. I critique the students’ questionnaires (grade them) and they have the opportunity to critique mine; if they suggest changes to my questionnaire that are implemented, they get additional marks. Students also work with industry mentors throughout this process.

The mentors’ role is to help students to focus on a “real

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world” project and guide them through the process. Following questionnaire design, my questionnaire is used to collect data for the project and students are also involved in checking the online scripting etc. Once data is collected students work in groups of four to five, alongside their mentors, and develop a written and oral report of findings and recommendations for the client. The top three oral presentations are then exhibited at the Market Research Day – a combined industry/University event which involves networking and celebrating excellence. Throughout the learning process, students have class sessions on questionnaire design, sampling and various univariate and multivariate analysis techniques; students also participate in smaller SPSS and Infotools’ Harmoni labs.

The rate of change for our industry has been so swift these past few years. How has the course adapted or evolved over the years?

One of the things that we’ve introduced this year is the integration of multiple sources of information into reporting, rather than just findings from the questionnaire. We have also introduced a component on designing questionnaires for mobile devices and new software to help students with data integration and infographics (alongside the SPSS software, which has been used for many years). However, some things also have remained the same – that is, some of the basic principles of research and designing robust research have not changed. Therefore, it is also important that students are equipped with these basic skills too.

Tell me more about your overall vision and desired outcome for the course…

I have four key things that I want students to leave the course with: 1. A passion for research.

2. An understanding of how to conduct robust research and an appreciation of the limitations of different research methods.

3. The ability to interpret research findings and translate these into useful insights (i.e., link research results to organisational strategy).

4. Practical experience actually doing a ‘real world’ project and an appreciation for the link between theory and practice.

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Given that the students do primary research and analyse their own data...are certain aspects of the final report, delivered by students, taken on by clients?

Yes, absolutely! I write a final report for clients using the full data file while student groups each have a unique subset of the data to analyse – to ensure that academic standards are met. However, my reporting is conducted after student reports are presented and students often provide me with information for this.

Students will frequently provide a different way of framing the problem that myself and/or the client had not yet thought of – they offer a different perspective. This can lead to some very interesting insights. In the past, some clients have offered students internship and employment opportunities based on their presentations. Many of the mentor companies also employ students from the course.

Photo creds: Catherine Frethey-Bentham

What inspired you to involve industry professionals? Tell me more about your rationale for our involvement.

Industry professionals provide a different viewpoint to that provided by academic materials.

They come with a wealth of practical experience which is invaluable. I recall writing my first questionnaire (for my Masters thesis), which was lucky enough to be critiqued by an industry professional from the research company we were working with. She came back to me with four A4 pages of critique (almost as long as the survey itself). It was certainly a steep learning curve for me and I think that our mentors can provide students with a similar valuable experience. Likewise, when students are learning how to “tell the story” and extract insights, industry professionals are invaluable. Furthermore, the mentors provide students

Photo creds: Catherine Frethey-Bentham

with guidance and moral support throughout the project process.

make their own mark and achieve great things is extremely humbling and rewarding.

What have been some of the challenges that you’ve faced in running a course of such a highly practical nature? Similarly, what are some of the challenges the students face?

Teaching this course, gives you a unique perspective into the talent coming into this industry. What do you see in our future?

The key challenges that I face will probably be of no surprise – time, timing and project / people coordination.

The challenges faced by students are much more interesting. Students usually enter the course with limited exposure to ambiguity. This live project presents a multitude of situations where there is no singular correct answer (although through discussion and time they realise that some solutions are probably better than others). The challenge of ambiguity, combined with the timing issues of a live project presents a real challenge (i.e. the requirement to make sensible decisions quickly, given incomplete information). Interestingly, once students get to the end of the project process, having overcome many of these hurdles, it also gives them the greatest sense of satisfaction, ac-complishment and confidence going forward.

Are there certain qualities you have found to be consistent among the winning team over the years? If so what are they?

Yes. The key qualities of the winning groups are the capacity to translate the findings into usable insights, the ability to communicate findings and insights (i.e., tell the story), hard work and, most importantly, tenacity!

Can you tell me about your favourite memory (or memories) teaching this course?

There is probably not a singular favourite memory. However, seeing my past students go on to

Lots of good things. The new generation coming through are extremely inquisitive and motivated to make the world better. I think that if this talent and passion is harnessed, the research industry will have a wonderful future!

Thank you for taking the time to speak with us, Catherine!

Catherine completed a PhD in marketing methodology which was recognised with several awards including a Best PhD Award (highly commended) in the 2010 Emerald/EFMD (Global) Outstanding Doctoral Research Awards (marketing research category) and highly commended awards in the PhD colloquium at the Australia New Zealand Marketing Academy (ANZMAC) conferences in both 2004 and 2006.

In addition to her academic expertise, Catherine has over 19 years’ experience in market research and consultancy in a wide range of industries. Catherine’s work has been recognised at a number of industry conferences and she was the recipient of the David O’Neill Award for Innovation at both the 2011 and 2007 Market Research Society of New Zealand (MRSNZ) industry conferences. Catherine has also previously held posts on the MRSNZ committee, including Vice President and Treasurer and is a fellow of the Research Association of New Zealand (RANZ). Catherine is also a Board Member of the Research Association of New Zealand (RANZ).

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SECONDS Marise Russo (IPSOS)

32 InterVIEW June 2019

Marise is new to the market research industry and has just started her career working for Ipsos New Zealand.

She was born and raised in Whangarei, before moving to Auckland for University where she recently completed a Bachelor of Commerce, majoring in Marketing & Commercial Law. Marise is eager to start her career as a quantitative researcher. In her spare time you will find her in local restaurants/cafes/bars with friends trialing some of the many different cuisines Auckland has to offer.

1. Friday night drinks? Meet me at: Any small-town pub.

2. I get stressed out by: Being late.

3. To relax, I: Spend a night in with a good Netflix documentary.

4. InterVIEW is coming to dinner. I’m cooking: Vegetarian Lasagne.

5. My dream holiday is: Anywhere warm and sunny. I would love to go to Greece!

7. The best thing I’ve learnt in my career is: My career is only really just beginning but so far I am learning a lot from those around me about how to conduct myself in a business environment. I have also learnt that it is okay to ask a lot of questions and ask for help when you need it.

8. When I win the jackpot, On and island somewhere sipping cocktails 9. If I wasn’t a market researcher I would be: A police officer.

10. The life lesson I wish I had learnt sooner rather than later: Expect nothing, give everything.

11. I love my life because: I have a great group of people surrounding me both in my professional and personal life.

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6. People who have inspired me recently: My parents always inspire me. They always support me and I will take many of their life lessons into my adult life.

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