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InterVIEW October 2016


WORD FROM THE BOARD

The next big step is for the Association to become a home not only to the research provider community but also the research user community. Publisher: Research Association

The Mad Sprint to Xmas Unbelievable as it is, here we are again counting down to the summer holidays. Suddenly everyone emerges from their winter contemplations and realises that a chunk of the annual research projects haven’t been completed, or even started yet. Just when you were hoping you could take some shorter work days and get outside in the evenings, the phone rings and you need to schedule 30 unplanned focus groups or 10 proposals and 10 major reports. Such is the NZ summer: punctuated by almost a month from late December to late January, when it’s difficult to get anything done. And don’t we love it! You may recall that we had new members join RANZ Board back in July. For the second half of this year the Board have been working with Claire and I, and the Executive Committee to activate new projects and progress longer term ones. These are aligned with our five year strategic plan which has at its core: the growth and development of our industry, and the provision of member services. If you haven’t seen the strategic plan, please contact Claire and she will send you the two-page summary. There is a famous Yogi Berra quote; “It’s tough to make predictions, especially about the future.” What is becoming obvious to us all as we work through the various

Rob Bree General Manager

projects is the importance of the “next big step” for RANZ. The next big step is for the Association to become a home not only to the research provider community but also the research user community. The more we involve clients in everything we do, the better it is for both providers and users. The greater sharing of ideas. The greater understanding of the future of research, data and insights. Our clients will point us towards the future. And they’ll need our help with deciphering what it’s telling us. So my encouragement to all research providers among you is: please bring more people from the client side of our industry along. Bring them to events. Invite them to contribute their ideas. Encourage them to join up. We have very affordable subscription rates for clients. By joining they will not only benefit from belonging to a community of like-minded innovative thinkers, they will also have their opportunity to contribute to the future of our industry.

The dedicated team which produced this newsletter includes: Emily Bing Anika Nafis Sue Cardwell Layout and design by Charmaine Fuhrmann

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

Please feel free to contact me at ceo@researchassociation.org.nz if you need some help from me to persuade them to come along. Have a great summer.

Rob 3


WHAT’S INSIDE?

SPOILER ALERT

Who was the biggest party animal at the RAEAWARDS this year? Maria Tyrrell spills the details on the hottest night in research this year! Pg

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Emily Bing lets you in on some simple tips and tricks from clients about what it takes to win their business. Pg

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From the Olympics to bleeding veggie burgers, read about the latest trends with Sue Cartwell. Pg

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Need some reading inspiration? Local bookworm Duncan Stuart has two book reviews in time for your summer reading. Pg

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Find out what’s in store for the Census 2018 and some of the challenges our Wellington peers at Stats NZ have been tasked with recently. Pg

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Introducing our new RANZ board members including what they like to get up to outside of the office. Pg

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Next time in InterVIEW we look at how insights are used outside of the marketing team, a focus on Decision Theory, a review of the current state of research questionnaires and much more. We’re always looking for new and interesting content so if you would like to contribute, please let us know! Copy deadline is October 31st with the next edition of InterVIEW set for release in mid December. 4

InterVIEW October 2016


CONTENTS

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06 08

THE RAEAWARDS WINNERS

SIMPLE TIPS FOR WINNING A CLIENT PITCH

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5 TRENDS FOR MARKET RESEARCH

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BOOK REVIEWS BY DUNCAN STUART

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18

20 21 26

OH WHAT A NIGHT

CENSUS 2018: NEWS & UPDATES FROM STATS NZ

ENABLING PARTICIPANT-CENTRIC CONVERSATIONS

CAPITALISING ON BIG DATA RESOURCE

60 SECONDS WITH YOUR NEW BOARD MEMBERS

MOVERS AND SHAKERS

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SAVE THE DATE: UPCOMING PD EVENTS

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RANZ INVITES YOU ... AUCKLAND AND WELLINGTION EVENTS

WHAT’S INSIDE

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WORD FROM THE BOARD

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I

f the success of an event is judged on the time it finishes, then the 9th RAEAs (Research Association Effectiveness Awards) were the most successful – the Hilton reports the last ones left the bar at 5am! Beyond the early morning finish, and having attended all the previous events, I do believe this was the most successful. Te Radar was a fantastic host. He did a great job at setting a fun and high energy tone for the whole evening. He came in fresh and kept the tempo up throughout the evening. His story about the best photograph in New Zealand’s history is exactly the sort of quirky insight we’ve come to love from Te Radar – if you weren’t there, sorry you’ll have to ask someone who was there all about it. More sponsors came on board than ever before. Without their generosity, events like this cannot happen. Either that or tickets will be $500! Awesome to see lots of people from our sponsors at the Hilton having a great time. In particular, we need to acknowledge Research Now as the Supreme Award sponsor - some of their Australian team came rocking out with the Kiwis! Over 60 entries across 11 categories also point to the success of the Awards – including two new categories with entries this year: Sustained Success

and Community Advancement. The Infotools Sustained Success award recognises work over a minimum of 3 years, showing how an ongoing research initiative lead to success.

best to promote the institute. Innovation came from working with the traditional kaupapa earning the trust of influential kaumātu and a 500% in-bound enquiries increase.

The inaugural Platinum award went to Infotools and The Coca-Cola Company for 9 years of work in over 90 countries ensuring highest data quality and protocols in a global tracker. I must say it is great to see a company like Infotools, a great supplier and supporter of the industry, also winning awards! In addition, they took out the SSI Effective Partnership Award for this long term and very successful relationship. The Coke’s are on Infotools!

And the Research Now Supreme Award went to: Colmar Brunton and IRD. Te Radar looked a little concerned when he realised it was all about unpaid student debt but you cannot deny the effectiveness – some $300m additional student loan repayments as a result of initiatives from the research. Great to see government work being entered and recognised.

The Perceptive Community Advancement award is for work conducted primarily for the greater good of the profession or wider community. The Gold winner here was Nielsen and Look Good Feel Better NZ. Sensitive qualitative ethnography on a tight budget helped the client develop a new sponsorship strategy to open doors to willing sponsors. There was another new award – International – but no entries this year. For anyone working internationally where the lead agency or client is based in NZ, keep this one in mind for 2018! The two big awards, Supreme and Innovation, were taken out by services. Traditionally, the awards have been dominated by FMCG but it seems our best work may be done in other areas now. This is perhaps a reflection of the fact many multi-national FMCG companies just don’t do research in NZ anymore. The Infotools Innovation Award went to TRA and Te Wānanga O Aotearoa. I must admit I didn’t know this was New Zealand’s second biggest tertiary education institution, hence the need for research to understand how

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InterVIEW October 2016

There were two other special awards. The Infotools DIVAs, this year taken out by Colmar Brunton (this is really their year!) for Baby Boomers; Truths and Myths. The little snippet on screen certainly looked like a powerful way to communicate insights. The AUT Young Researcher of the Year went to Philippe Boulanger from NeedScope International. As the judges said: “Philippe's perspectives challenged our thinking and were presented in a way which clearly demonstrated his ability to convey complicated ideas in a convincing, engaging and easily digestible way”. Way to go Phil and as someone who works with Phil I can definitely say he will go a long way in this industry! If you didn’t enter or come this year, my advice is to do both – whether you win or not, it’s a great way to showcase all our research, data and insights and I promise you the night is always a huge success. Until next time!

Maria Tyrrell


OH WHAT A NIGHT!

ALL THE GLITZ AND GLAMOUR OF THE RAEAWARDS 2016

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LET’S IT FOR WINN

8 InterVIEW October 2016


HEAR R THE NERS!

Remember to tell us what you thought of the 2016 RAEAWARDS by completing our short online survey here 9


SIMPLE TIPS AND TRICKS FOR WINNING A CLIENT PITCH

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Anonymous tales from clients about what it takes to win a client pitch

Relationships and partnerships are key

Don’t be presumptuous and assume it’s not competitive – because it usually is. Exclusive relationships between a client and agency are a thing of the past. Clients are continuously shopping around for the best solution, the best price and the ‘best’ account team i.e. the people they like. Think of a partnership approach, rather than transactional approach – they want a relationship as much as you do. Matching account teams with the client, in terms of personalities, experience and passion shines through. If you’re going to bring your A-team, there’s an expectation that they’ll be the ones that your client will be working with, so don’t wheel in the big guns if they’re going to hand over the project to junior team members who haven’t been involved in the pitch at all. “It’s definitely about building a relationship so you know who you’ll be working with. Can we see ourselves working with these people and can we introduce our stakeholders to them?”

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Show the client that you really care about working with them

Being genuinely interested in responding to the brief helps to show the client that you’re the best agency for the job. A meeting to talk through the brief is a great chance to start forming a partnership and meet the client. Please make the effort to meet in person, even if it means crossing the harbour bridge! As a client, they shouldn’t 10

InterVIEW October 2016

have to chase you to confirm if you’r proactive and get a presentation date Rehearse your pitch beforehand and are multiple people presenting differ the questions that stakeholders are li present, your pitch document needs stood by various client stakeholders.

3

Of course the client don’t let this deter fr solution

Challenge the client’s brief if you fee that falls outside of their budget. You ent look good, so delivering the best research will often win over price.

There’s a perception that the market so aim to be innovative and different blown away by gimmicks and advanc approaches. Partnering with suppliers help you stand out from the crowd.

Give your client options to cut back o and think outside of the box. How can final output? Consider reducing your for a discount, or taking the hit if wil willing to work with your client, and changing needs.


It’s an interesting time in the research industry. Things are becoming increasingly competitive for suppliers trying to win new business, and gone are the days when an agency could go for a coffee with their client and then be handed their next piece of work. There’s a real diversity of proposals especially when it comes to pitching for a client’s business among suppliers. And fair enough - it’s not often agencyside researchers really know what their competitors are doing. They often work in silos and it’s rare that

re going to respond to their brief. Be e (if applicable) booked in the diary. d come prepared - especially if there rent parts of your pitch. Prepare for ikely to ask. If you’re not required to to stand alone and be easily under-

wants the best price, but rom offering the best

el like you can offer something better ur research is going to make your clit solution that fits the purpose of the

t research industry is very traditional t in your approach. Clients are often cements, new sources of data or new s who will bring more to the party will

on budget if they need to but also try n you cut costs without sacrificing the r own margins, asking your suppliers ll prove beneficial in the long run. Be agile in your approach to the client’s

4

a client will tell them honestly, why they weren’t successful in winning a new job, or why they gave it to a competitor. Although I’m not working ‘client side’ nor ‘agency side’, my role at Pureprofile means I’m continuously having conversations with researchers on both sides of the market research spectrum. Along my journey, I have picked up a few key themes from client side researchers that I feel my agency-side peers need to know about.

Demonstrate that you have what it takes to be the best agency for the job

In an industry as small as ours, chances are the client has worked with some of your team before. This means that they’ve probably selected you based on your good reputation. But prove it - why are you the best agency for the job? Reassure the client that you’ve fully understood their organisation, their needs, and what they want the research to achieve. “If you’re going to talk about how brilliant you are, just saying so isn’t enough. Demonstrate it.” Relevant case studies are the best way to get stakeholders across the line if they can see what you’ve done for a similar organisation, especially when they may struggle to see the benefits on their own.

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Think big picture, wider than just the insights team

In a competitive pitch, don’t assume other stakeholders know as much about research as your main client contact does. Often the ‘boring stuff’ i.e. methodology, sample and approach will get lost in translation with those unfamiliar with research. What’s important is keeping your client’s business problem front of mind, and how you choose to get there is irrelevant. “Talk about results rather than methodology”. Spend time getting to know your client’s industry and don’t be afraid to ask to meet key stakeholders ahead of the pitch. Get to know them really well and speak their language. Present your credentials to the team, but only if they’re relevant to the brief. What is your point of difference and how will this translate to other stakeholders in your client’s business? Emily Bing has spent most of her career working in research agencies, and is now an Account Director with Pureprofile. She loves chatting with others about the challenges in the industry, so if you’d like to talk research over a coffee or wine please get in touch! 11


TRENDS

5

trends for market research Coming from a background in marketing and market research, Sue Cardwell now looks after customer data and insight at Fidelity Life Assurance Limited. “5 trends” is her regular contribution to InterVIEW. Sue helped relaunch InterVIEW in 2011, but is now happy to have handed the magazine on to fresh talent. She loves to hear your comments - tell her what you think with a tweet.

By Sue Cardwell

lnked.in/suec @tuesdaysue 12

InterVIEW October 2016

1 2

Bleeding veggie

Cyclists,

burgers

represent!

Vegetarianism has come a long way since the peace-love-and-mungbeans era, thanks to campaigns like #MeatfreeMondays helping people to reduce their meat consumption rather than making it an all-or-nothing choice.

Technofood: can a perfectly beefy veggie burger win over

Amsterdam is appointing a bike mayor - and exporting the concept worldwide. The bike mayor is the go-between for authorities and ordinary cyclists. Candidates can nominate themselves with a short video, and the mayor is then selected by a combination of public vote and expert jury.

carnivores?

The birth of the city-fixer: cyclists represent!

For those of us who’d like to cut back but can’t imagine a burger minus beef, good news! Technology is transforming meatfree meals once more - enter the bleeding veggie burger. It tastes like beef, it “bleeds” like beef, it’s getting lots of attention and investment, and it’s already available - if only in one restaurant in New York for now. Can a perfectly beefy veggie burger win over meat addicts?

Giving cyclists an official mouthpiece - albeit without executive powers - is an intriguing concept that we can imagine being used in other contexts. The Atlantic describes it as “the birth of an interesting new category of city-fixer: a quasi-official who both lobbies for a particular group and manages this group’s relations with the city and public.”


TRENDS

3 4 5

Olympic-scale

Alternative data

AI detects

advertising

sources

depression better

When a brand decides to sponsor Olympians, it brings out the best for its campaign. This is where the best and most ground-breaking advertising can be spotted. So what was the big trend in these Olympics? Make us feel part of it.

Market researchers are long familiar with measuring one thing as a proxy for another: advocacy as a proxy for loyal behaviour, customer satisfaction as a proxy for quality of service… So we’ll be intrigued by some of these proxy data sources using satellite imagery.

than doctors

Brands made us part of Olympians’ journeys. #Participation

9 fascinating alternative metrics that are predicting business success

Several brands chose to humanise the athletes’ lives, drawing parallels between our own experiences and their journeys. Consider Procter & Gamble’s "Thank You Mom", CocaCola’s #ThatsGold, and Virgin’s #BeTheFastest, which excites us with Usain Bolt explaining what 9.58 seconds of victory feels like. But my favourite two campaigns were even more involving. Panasonic’s #Superfans made Brits feel wonderful for supporting Team GB. Under Armour helps us all feel like we’re gunning for gold via the MapMyFitness app and the message “It's what you do in the dark that puts you in the light.”

In a related, but more poignant example, our social media postings are a good proxy for our mental health. It’s not new to hear that machines perform better than people at detecting diseases like cancer. Innovative thinkers have now shown that they can detect depression better than doctors analysing the pictures we post online - when we’re depressed, our posts tend to be “bluer, grayer and darker.”

Machine learning for quick See how studying farmland or industrial areas predicts productivity better than government stats - or indeed, how these images can provide a measure in regions where government stats are hard to come by. Fullness of carparks outside big retailers is actually a pretty good measure of how they’re performing - invaluable to investors. Fascinating.

diagnosis of mental health issues

Machine learning also helps diagnose schizophrenia. A cellphone voice recording during a consultation gets analysed for its language ‘tics’ to diagnose schizophrenia much quicker - and track progress over time.

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DUNCAN STUART

Books

The Persuaders – The Hidden Industry that wants to change your mind. By: James Garvey Icon Books - $30.00 at Paper Plus.

To what degree are we market researchers complicit in the consumerist economy that favours production and increased consumption style over an economy that treats resources as finite and our planet as fragile? The philosophy of what we do in much of our work is open to debate, and while many market researchers are quite comfortable working for big liquor, big oil, big tobacco, and big sugar, there is for some an undercurrent of doubt and discomfort. We want to be the good guys. In scratching that itch I recently purchased a copy of The Persuaders by the prolific philosopher James Garvey who works for the Royal Institute of Philosophy, and as editor of the Philosophers Magazine. His is a familiar name to readers of the Guardian. In many ways The Persuaders is an update of the 1958 classic, The Hidden Persuaders by Vance Packard which revealed the secrets and psychology behind the Mad Men era of the advertising industry. The difference is that where Packard was exposing a comparatively overt application of Freudian psychology to the art and magic of advertising, James Garvey is dealing with a much more covert operation. In this volume he gathers together plenty of examples of how public opinion is massaged and manipulated. Many of the examples will be familiar to market researchers, but I found the discussion around the branding and messaging by the military industrial complex of the USA to be quite discouraging. We live in a world where lobbyists, politicians, PR people and a switched-off, uninformed public are capable of ignoring global warming, as they are in the USA, yet perfectly engaged in one hapless war after another. James Garvey gathers together plenty of background information to contextualise his arguments. He even manages to tell the story behind Paul Lazarsfeld, one of the gurus of modern marketing research. As a young academic in Austria in the 1930s, Lazarsfeld was asked by a laundry to find ways to increase their business. What the researcher found was that proud Vienna housewives felt guilty about sending out the laundry. It was a sign of laziness. But with a few interviews, Lazarsfeld found that it took a crisis - the relatives coming to stay, a 14

InterVIEW October 2016

wedding, a death in the family - to prompt these houseproud customers to engage in the services of the laundry. Once they realised how good the service was, they remained as customers. So Lazarsfeld suggested advertising and direct mail to families where there had been a recent bereavement. Follow the death notices in the newspaper. This insight led to a boom in business for the struggling laundry. Nice story. But on a much wider level, the role of influence by the commercial sector is much less benign. The free market is more free for the producers of stuff, then it is for the public who is largely on a treadmill of consumerism. By the closing chapters of the book, Garvey’s mood turns from fascination to critical anger. In persuading the public to keep buying things that ultimately we don’t need – the self-serving business sector has left little room to even argue for an alternative approach. In a world of pop-up ads, stage-managed global conflicts, and national economies that are dedicated to growth and more growth – Garvey openly wonders whether the whole damned system is really leading to happier people, lives that are more balanced and a world that is more peaceful and sustainable. This book is an easy read, and if it borders on the polemic in the last chapter, that’s a reflection of Garvey’s concern that the free market is anything but. Well recommended.


The Decision Book 50 Models for Strategic Thinking. By: Mikael Krogerus and Roman Tschäppeler. Available at Unity books. $29.

Over time market researchers build up a bag of tricks. We learn little routines and ways of framing things that help us streamline the way we attack problems. Marketers have classically used the AIDA pyramid to frame the way we discuss customer conversion - from awareness and interest through to desire and action. Or we trot out the 4Ps. Or a client asks us to populate a SWOT quadrant. These models become quick ways to frame and describe marketing issues. Different research companies add their own proprietary models into the mix. The NeedScope model is a great example. But do you ever feel your bag of tricks is wearing out? Are there different ways of tackling our strategic thinking? The Decision Book is a compact little hardback production first published in 2012, and it acts as a quick thought starter for marketers. The Swiss authors have put together a beautifully designed handbook with 50 models, well-illustrated, some of which are familiar, and some of which are really fresh examples of thinking. I keep it on my desk, and occasionally flip through pages at random, often finding a model that is quite apposite for the particular presentation I am putting together. It’s like a little toolkit. Many models adopt the Cartesian XY axis. These include the fashion model, with a vertical axis that is anchored by APPEARANCES at the top, and REALITY at the bottom. The horizontal axis is anchored by PAST and FUTURE. Bingo! You have a framework for placing an array of fashion brands whether in cosmetics or clothing.

be delegated. Non-urgent but important decisions can be tabled for later while unimportant, not urgent matters can simply be postponed. This was framework used by President Eisenhower in dealing with the huge raft of decisions he faced as president of the USA. Not all of the 50 models are so elegant, or necessarily decipherable. There are some process models, illustrated as if upon a whiteboard, which do my head in. But the accompanying text provides a background and context to each illustration. This little book is compact, inspiring, useful and inherently challenging towards our own shortlists of ways we look at problems. It would make a great resource for any research company embarking on internal training.

One model I really like, is the Eisenhower matrix which helps organise decisions. On the horizontal axis is the question of urgency. On the vertical axis as the issue of importance.

One could develop great little exercises - creating a kind of mental gym, for colleagues - to stretch their habitual thinking, and to build more flexibility in the way we consider research information. Fifty lenses for looking at our worlds.

Urgent and important decisions need to be actioned immediately. Urgent but not important decisions should

At 58 cents per model, this book is a steal. Recommended. 15


NEWS AND UPDATES FROM STATS NZ

What’s in store for the Census 2018?

The 2018 New Zealand Census is going to have some significantly different elements to it, and as users of the Census data, there’s a few things we should be aware of. The recent publicity surrounding the Australian Census illustrates how public collection problems can become, so Statistics New Zealand is undertaking an extensive testing programme. In July 2016 Stats NZ worked with Auckland Council’s People’s Panel to test possible questions for the next Census. This is an important test of prospective changes to questions. For example, the inclusion of three sex categories (male / female / indeterminate), is part of the trial. Statistics New Zealand is working to a dress rehearsal in March 2017. The process of hand delivering forms will now be replaced by posting households an internet access code to complete the Census online. This seems like a simple enough idea, but in the weeks after Census night, Stats NZ need to monitor which areas haven’t responded online so they can promptly send a collector out to pick up their paper form. Forms will pretty much be processed in real time and we will have a much quicker understanding of the picture of the population.

Survey (HLFS) after nearly 30 years with basically the same questionnaire. The HLFS is conducted every three months with 16,000 New Zealand households to produce an official measure of employment. Stats NZ went through a thorough process when introducing the changes to the HLFS to determine the best method to approach this. In the past, survey changes have been staggered, splitting the sample between the new and old questions then weighting these two results together. However, after speaking with the main users of the data it was clear that they didn’t like the arbitrary nature of smoothing in the new results, particularly because it distorted the quarterly changes. After running an extensive set of tests, it was decided to introduce all the new questions at once in the same quarter. Prior to the 2016 HLSF data being released, Labour's Grant Robertson attracted considerable media attention when he suggested the Government manipulated the HLFS data to ‘suit their own needs’ and show a decrease in unemployment. The headlines on the day were focused on whether the movement in results was due to changes in the questionnaire, or due to actual increases in employment. Liz MacPherson, the Government Statistician was quick to defend these changes and was fiercely protective of the statutory independence of the Government’s role. This certainly added a few extra tasks to the day before the release of the HLFS data for the Stats NZ team!

What about the changes to the Household Labour Force Survey?

The good news was that the new questionnaire is picking up the sort of changes that Stats NZ expected to see. There had been concerns that the old questionnaire was underestimating self employment, however the change in the way the employed have shifted to self employment in the recent results suggests that this issue has been successfully addressed.

Recently, Stats NZ had the interesting experience of redeveloping the Household Labour Force

If you want to find out more about the 2018 Census, or the changes to the HLFS please visit the Stats NZ website www.stats.govt.nz

Stats NZ are also preparing to report back to cabinet on the potential of deriving Census data from existing sources, a very complex task. The papers that summarise this can be found on the Stats NZ website.

16 InterVIEW October 2016


17


“LET US

COME TO YOU”

ENABLING PARTICIPANT-CENTRIC CONVERSATIONS

As the advertisement for this Wellington event said, we live in a world of user-selected and user-generated content but lives that are crowded and attentions divided. At the same time, we are being challenged to base decision-making on evidence and to engage and collaborate with our audiences more than ever. We are also increasingly aware of the need to talk to people in real-life settings, away from the “laboratory” environment research invariably creates to a greater or lesser degree. Next to observational and face-toface interactions, the online world is increasingly providing researchers with opportunities to put participants at the centre of research conversations. The move toward online quantitative measurement has 18

InterVIEW October 2016

been apparent for some time, but has been slower for qualitative understanding.

is executed then needs to be considered – and there was a clear point about language.

Two of NZ’s most experienced online qualitative researchers, Karin Curran and Louisa Wood led this event, and moderated a pre-event online demonstration*. First up, they de-mystified the online environment, talking about how commonly we now interact with each other online every day. They emphasised however that online won’t be appropriate for every project.

A “community” and “mobile qual” both mean very different things to different people – a wise researcher will understand both what they themselves mean by these terms but also how others may be interpreting them.

Just as for other methodologies, its applicability depends on the nature of the project including the research questions and the intended research audience. Once online has been identified as the preferred methodology, the way it

The seminar included included two case studies, generously shared with the group by Chris Pooch from Careers NZ (CNZ) and Lynley Jenkins from the Office of the Auditor General (OAG). These two cases started for very different reasons and involved very different audiences but the clients in both cases were stepping away from methods they knew, placing their trust in their research


teams to find them the information they needed to move forward with decisions. CNZ set out to talk to rangatahi (young Māori) about five videos (delivered online) that had been developed for Māori employers to showcase their industry and what’s needed to transition and work there. Taking the research online for young people in the context of an online service made sense. However, going into the research CNZ was concerned about talking to enough rangatahi in sufficient depth to provide the insight they were looking for. This proved not to be the case, and the methodology brought other benefits, such as the ability to tailor questions across the five days the

research ran so that themes from earlier in the week could be probed for later videos and accessing rangatahi from across the country. The evaluation has helped CNZ to shape how they market and deliver the videos, and what content and structure they will use for future videos. OAG wanted to engage a broad range of New Zealanders to provide a rich understanding of people’s perceptions and experiences of transferring information with Public Sector organisations. This was delivered by a two-day online forum with 32 members of the public, supplemented with one traditional focus group of less digitally connected New Zealanders. Not only were OAG able to consult appropriately, but the online qualitative research challenged

and enriched their thinking beyond their expectations. Both these presenters talked about the benefits of the research running over several days with the same people, the logistical advantages of the online platform and their appreciation of the knowledge that their budget was focused entirely on research rather than also having to cover venues, travel costs and the like. *RANZ thanks Shamsu Bhaidani of Hatchtank for providing the research platform used by Louisa and Karin leading up to this event. (For more information on Hatchtank see www.hatchnewideas.com). Our thanks also to MBIE for hosting this event. 19


Kiwi companies not capitalising on their

BIG DATA resources

By Dr Will Koning, Chief Data Officer, Kantar Insight NZ

New Zealand organisations have lots of valuable data but few are taking advantage of it. Big data success stories from arou nd the world should inspire our local businesses. There are so many possibilities to cash in on. The first step to understanding big data’s potential is realis ing that the term “big data” applies to any broad dataset - like a CRM. In those terms, big data becomes a lot more real for many busin esses. Unleash the power of big data by combining it with other sources to understand not only what customers do but also whic h individual is doing what, and why. Big data (e.g. CRM databases) tells us what customers do. When these data are combined with an in-depth survey to provide the why, we develop data and insights to a granular level – right down to what motivates the beha viour of individuals. When you reach a point where data is both broad and deep , customer insights are such that you really can put customers at the centre of business planning. Read more on Colmar Brunton’s website: http://colmarbrunton.co.nz/better-futures/bigdataqanda/ Will’s role is to help New Zealand companies maximise growth by harnessing the full value of their data. Most recently he has worked as global head of research for Kantar Media wher e his team of data scientists and their client were awarded the prestigious I-Com Data Creativity award. His academic resea rch has made the cover of Nature and focused on identifying the drivers of complex ecological systems with investigations bridging the molecular and population levels. To find out more about how Colmar Brunton’s big data capability can help you, please contact Chief Client Officer Sarah Bolger on: sarah.bolger@colmarbrunton.co.nz

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InterVIEW October 2016


60

with the new RANZ Board Members

VINCE GALVIN

Vince Galvin – Chief Methodologist, Statistics New Zealand Vince is Statistics New Zealand’s Chief Methodologist and has spent most of his 30-year career with Statistics NZ alongside stints with other national statistical agencies in London and Canberra. He is passionate about evidencedriven decision-making and the democratisation of data to ensure all NZ decision-makers have access to quality information. In his leisure time Vince nurtures the delusion he can still function as a wicket keeper in his low grade cricket team despite a regular stream of letters from ACC providing clear evidence that this is not a great idea.

I get stressed out by: My daughter left home to study this year and I’ve struggled to get my head around it. InterVIEW is coming to dinner, I’m cooking: Chicken and Leek pie, although after three months of doing “My Food Bag”, I might be quietly confident of expanding my repetoire. Last good book / article / podcast: I’ve been struggling through Thomas Pickety’s “Capital in The 21st Century” A bit dry but I can’t be the only one fascinated by using simple theories to explain the patterns in data that stretch back to the early 1800s. My dream holiday is: Nearly 10 years ago we randomly chose to have a week at the French costal town of Couilloure.

It was the place that inspired many of the Impressionists and it was sort of cool and very chilled all at the same time. The MR innovation I’m most excited about: In my part of the world we are learning how to bring together data from completely different sources and create new sources of insight. We are even starting to learn how to say sensible, quantified things about the measurement errors in these files which is quite a step ahead. When I win the jackpot, you’ll find me: Fixing up my bach on Waikanae Beach. Other researchers should contact me if: They want to know about the Mathematical bits of selection and estimation methods – I’m hopelessly geeky. 21


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JASON SHOEBRIDGE

What I’m most looking forward to about being on the RANZ board Working with the board to broaden the reach of the RANZ. To relax, I: Watch and play sport. My dream holiday is: Attending major sporting events in Europe – Tour de France, Wimbledon etc. An ideal weekend: A run with my friends, a barbecue with family and friends, a sleep in and an All Black test match. People who have inspired me recently: The All Blacks – not because of their success (which is pretty inspiring) but rather the principles that guide them. 22

InterVIEW October 2016

Jason Shoebridge - CEO of Kantar Insight New Zealand, the parent company of TNS New Zealand and Colmar Brunton. Jason has worked in the NZ market research industry for 13 years and before that held senior commercial and financial roles in Corporates in New Zealand and the UK. Jason was born and bred on the North Shore, where he still lives with his wife Megan and children, Kate, Daniel and Sophie.

The best thing I’ve learnt in my career is: Everything passes – both good and bad. The MR innovation I’m most excited about: The ability to fuse big data with primary research to generate more predictive insight for our clients. The life lesson I wish I had learnt sooner rather than later: Always be open to new ideas. I love my life because: In my personal life I am surrounded by great friends and family and at work, I work with smart, committed people I work with great people on.


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NICOLA LEGGE

Nicola Legge - Research Director, Ipsos After taking some time out from a marketing career when her two sons arrived, Nicola took her first steps as a researcher in 2003 with Research Solutions, and still works with a number of the same great people at Ipsos today. She leads the Ipsos Public Affairs specialism at Ipsos so spends time in Wellington as well as Auckland, which means she can support RANZ in both cities. In her role, Nicola works with a mix of public and private sector clients and really enjoys creating opportunities for research to inform decision-making. Her photo was taken in May on Stewart Island she recommends you put this piece of paradise on your bucket list if it’s not there already!

What I’m most looking forward to about being on the RANZ board I am looking forward to contributing to the forward momentum and growth of the association, creating new memories with those I already know and meeting lots of new people. Chilled out weekend brunch? Meet me at: Mecca at the viaduct – great food, great view and we can walk off the hollandaise sauce afterwards. Last good book / article / podcast: The hundred-year-old man who climbed out the window and disappeared An ideal weekend: Breakfast out and then relaxing at home with nothing that “has to be done”

The best thing I’ve learnt in my career is: Respect people. Participants, clients, suppliers, colleagues. Without them you can’t function. The MR innovation I’m most excited about: I prefer to think of innovation in terms of applying everyday tools in a different way or taking a different point of view to a situation that you’ve seen before. That means even technology such as virtual reality isn’t innovative just because you’ve used it – it’s how you’ve used it to improve the outcome that interests me. When I win the jackpot, you’ll find me: Out on the boat with my husband Christmas is coming. I can’t wait to: Relax, knowing everyone else is too. 23


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GALINA MITCHEHILL

Galina started her career working consultancy side in market research many years ago (too many she says to mention!). Companies she’s worked at include PHOENIX Research (approx. 10 years), TNS (almost 10 years) and IPSOS. A quallie/quant by nature, she’s had the privilege of working with amazing qual and quant researchers, and leading some great research teams. Six years ago, she jumped client side to join BNZ to run Customer Insights and Marketing Analytics. A born and bred Aucklander, Galina lives in Mission Bay, and loves the water – either in or alongside it!

What I’m most looking forward to about being on the RANZ board The chance to work alongside a range of talented research and business professionals to support and develop the research community in New Zealand Friday night drinks? Meet me at: On the deck at Rickshaw Eddy’s in Mission Bay

My dream holiday is: The Gold Coast – blue skies, surf, sun and gigantic prawns!

An ideal weekend: Having lots of friends over for BBQ’s and outdoor fun

I get stressed out by: Disorganisation

The best thing I’ve learnt in my career is: Be yourself, be authentic at all times.

To relax, I: A long time gamer – there’s nothing like a night in front of the ps4!

My worst job was: Having to transcribe names and addresses from the stubs of raffle tickets into a spreadsheet (I was going through I don’t need glasses denial phase)

InterVIEW is coming to dinner. I’m cooking: Pasta! Paired with a great red. The music I’m listening to right now is: Bad! My daughter left her Taylor Swift CD in the car stereo! 24

InterVIEW October 2016

Other researchers should contact me if: They are curious about what it’s like client side.


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BUZZ CHANNEL Leading market research, customer and community engagement consultancy Buzz Channel is enjoying an expansion, both in terms of the breadth of its services and the staff who make up its experienced research and engagement team. A recent addition to the team is Senior Market Researcher, Olga Hoxha. Olga comes from a background in tourism and visitor research as well database design and data visualisation. She is enjoying the growing, vibrant and fun Buzz office and says it’s great to be able to give clients that little bit of extra care that a business like Buzz can offer.

& SHAKERS

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InterVIEW October 2016

Olga works across a range of research projects and is particularly involved in onboarding clients to the company’s specialist Customer Experience Management tool, BuzzCEM.

CAMORRA Camorra Research is a small market research company with home offices spread from Matamata to Whangarei. Not to be left behind the recent trend of pets in the office, Camorra boasts an impressive 2.57:1 ratio of pets to employee head count, even more impressive, 3.21:1 ratio of pets to FTE, a representative selection of photos has been included, you’ll observe primarily dogs, however cats and a horse are also present. Another (self-fulfilling?) aspect of the Camorra home office environment is our equally impressive ratio of offspring to employee head count 1.29:1, with firm expectations to exceed 1.4:1 by the end of the financial year. These summary measures of course mask some of the natural variation that exists within Camorra’s staff; a youthful sub-culture exists, who are still


to assimilate, positively contribute to our employee retention KPIs. These staff members tend to be more recent hires, such as Brendan Kerwick who joined the team earlier this year.

tries. Sheridan has undertaken advanced training in a range of human resources tools and accreditations including change management, psychometric evaluation and team management profiling.

COLMAR BRUNTON

Outside of work, Sheridan is a mum to an active toddler, a keen netballer and loves spending time with her family and dogs at the beach.

Colmar Brunton would like to introduce Sheridan Lang, Anna Cullum and Sophie Girle. They are the newest members to join the Colmar Brunton team. Please click on their bios to learn more about them. Congratulations to Kavindi Gunarathna who was selected as a finalist for the “researcher of the year award”. We are very proud of Kavindi and her achievements! We are very excited to welcome Jason Morris back to NZ and Colmar Brunton. In December Jason is returning from a 12 month secondment. Jason was selected from a Global pool of candidates across all Millward Brown companies. He moved to the Warwick office in the UK to embark on a Global Innovations role. We are really looking forward to hearing all about this great opportunity and all the new skills and learning he has experienced along the way. Last but not least, Will Koning has joined the Kantar Insight New Zealand team as the Chief Data Officer. Will will work with both Colmar Brunton and TNS to win and lead projects utilising advanced data analytics. Have a look at Will’s article on Big Data on page 20.

Anna Cullum Client Executive (Sensory & Communities) Anna joined Colmar Brunton in June 2016 after completing a Bachelor of Science at The University of Auckland majoring in Food Science. Anna’s passion for great food and data interpretation triggered her interest in food sensory analysis. She relishes in deciphering data and giving insight into how best to please the consumer. She enjoys working with a range of clients and assisting them to produce successful products. Anna has a love for sport, in particular rowing, where she spends her free time coaching a high school squad and managing the Auckland University Rowing team.

Sophie Girle Account Manager Sophie has a broad skillset in quantitative and qualita-

Sheridan Lang - HR Director Sheridan joined Colmar Brunton last month and heads up the Human Resources function for Colmar Brunton and TNS New Zealand, overseeing all aspects of strategic and operational HR at a national level. She brings with her over 13 years’ experience in generalist HR and talent acquisition roles across both financial services and market research indus-

tive research from commercial and government clients across FMCG, media, transport and tourism. Sophie graduated from Queensland University of Technology with a Bachelor of Business (Marketing and Advertising). She recently joined the Colmar Brunton team after working at TNS UK, where her focus was on one of TNS UK’s ‘top 5’ client accounts. Sophie gained various experience in marketing evalua27


tion, brand reputation, behavioural change, social media monitoring and customer satisfaction surveys. She is very enthusiastic, creative, detail orientated, adaptable and has a strong passion for market research.

Dr Will Koning Chief Data Officer, Kantar Insight NZ Will is a New Zealander who has recently returned from London with his partner to raise their two children in Wellington. Will’s role is to help New Zealand companies maximise growth by harnessing the full value of their data. Will has an extensive track record of delivering high-profile engagements on time and within budget in industry, consulting and academia. Most recently he has worked as global head of research for a media research company (Kantar Media) where his team of Data Scientists were awarded the prestigious I-Com Data Creativity award for integrating panel and census data. Prior to this he was a Partner and head of the London office for a boutique strategy consultancy that employed advanced data analytics to advise Fortune 500 companies. His academic research has made the cover of Nature and focused on identifying the drivers of complex ecological systems with investigations bridging the molecular and population levels. Will holds a PhD in Systems Biology and an MSc in the Mathematical Modelling of Biological Complexity from University College London, and a First Class Honours Degree in Zoology from the University of Otago.

Kavindi Gunarathna Market Research Assistant Kavindi holds a First Class Bachelor of Commerce Honours in Marketing, and a Bachelor of Com28

InterVIEW October 2016

merce in Marketing and Finance, both degrees completed at the University of Auckland. During university, Kavindi was involved in various student organisations including being a Team Leader in AIESEC and also obtained a scholarship for her study abroad as an exchange student at the University of Birmingham (UK). In her Honours year, she worked as a Research Assistant, firstly for an Associate Professor and later for the Associate Dean and as a Teaching Assistant for a marketing course. Kavindi joined the Colmar Brunton team as part of the Graduate Programme in 2015 and is highly passionate about market research. She enjoys applying her academic knowledge and learning about the client’s business to deliver the unique and meaningful insights that clients seek. In her free time, she enjoys spending time with her friends and family, as well as travelling and exploring new cultures.

IPSOS We welcomed Kathryn Ovenden who joined us as a Qualitative Research Manager from the University of Auckland. And we bid a fond farewell to Tony Patrick who took up a new position at Touchpoint Group.

PERCEPTIVE Perceptive has continued its strong growth this year off the back of Deloitte NZ Fast 50 and Asia Pacific Fast 500 awards in 2015. As such Perceptive would like to welcome Matt Van der Loos who joins Perceptive from DDB, Luzie Blazevska who joins Perceptive by way of Publicis Groupe, Nick Hall formerly GM of Market Pulse, Sarah Block who joins from Young & Shand, Karin Pretorious joining from Intergen, Gail Quick from Fidelity Life and Casey Brahne from Sovereign. Other fresh faces who


have joined the Perceptive team this year include Jackson Humphries, Sam Tremain, Rohan Cronje, Natalia Cabaj, Mike Arnup and Sammie Parkinson. Perceptive is still forecasting growth through 2016/17, and with 45 full time staff, continues to make its mark as one of New Zealands top insight led agencies, and the clear market leader in Customer Experience Management & NPS.

RESEARCH NOW 2016 has seen Research Now’s New Zealand office undergo a period of exciting change. In addition to our consumer panel exceeding 100,000 active individuals for the first time we have also seen some old heads depart and new faces arrive. In January our much loved colleague Wing Morgan went on maternity leave after the birth of little Felix. After 6 months Wing decided that being a mum was too much fun and after 7 years we said goodbye to Wing. Wing was a huge part of Research Now’s team here in NZ and she will be greatly missed. Whilst Wing was on maternity leave James Iberson-Hurst joined us bringing a bit of English sophistication to the Research Now team. James was a real asset to our business and made a significant impact to the day to day management of our clients. In July however, as planned James returned to the UK to continue pursuing a burgeoning football career. Which brings us to where we are now! George Glubb, fresh from becoming a father to Isabelle, continues as Research Now’s Country Manager here in Auckland. Alongside George remains Laura Mallon, who has assumed the role vacated by Wing. As Associate Client Development Manager, Laura will continue to take a proactive role in ensuring that her clients receive a seamless service across the data

collection process. In August of this year we were lucky enough to have Renee Blackledge join us as a Sales Support Executive. Renee arrived at Research Now after a stint at The Warehouse where she was a member the insights team as part of AUT’s Co-op education paper. Renee graduated from AUT with a Business Degree in Accounting and Marketing and is already proving to be a huge help in our increasingly busy office! Whilst we hate saying goodbye to friends- we are extremely excited with the team that we now have on-board and cant wait to keep building as a team and organisation.

CULTURAL LENS After 17 years in client service and research roles in China and New Zealand, Wing Morgan recently left the corporate world to establish Cultural Lens Ltd. Drawing on her bilingual business experience and cultural understanding, Wing has shifted her primary focus on to the under-served migrant market in New Zealand. Cultural Lens supports New Zealand organisations in identifying and seizing the opportunities which superdiversity presents. Consider bringing a Cultural Lens to your next consumer or B2B project!

AUCKLAND COUNCIL Auckland Council welcomed Jeremy Todd (from Glasshouse Consulting) and Warren Marshall (from Colmar Brunton) to their Research and Insights team recently.

Have you, or someone in your company, moved or shaken recently? Please let us know by emailing secretary@researchassociation.org.nz

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HUDSON SMALES - Thoughtfull Design When: Where: Cost:

Wednesday 12 October 2016, 8am - 12pm Infotools, 51 Hurstmere Road, Takapuna RANZ Members $95, Non-RANZ Members $120

Ex-researcher Hudson Smales led the redesign of the Air New Zealand customer experience and established himself as one of New Zealand’s leaders in the emerging field of Design Thinking. He then joined Geoff Suvalko (ex Designworks) and created Thoughtfull Design. Join Hudson for a half-day workshop experiencing the fundamentals of Design Thinking. What will you learn: · The language of Design Thinking · The difference between Design Thinking and traditional Research Thinking · How to be a better story teller · How to get more D into your R&D Anyone with an interest in adding a new set of skills to their research and a willingness to be challenged should attend.

BEST OF THE 2016 RAEAWARDS When: Wednesday 26 October 2016, 6 - 7.30pm Where: TBC Cost: RANZ Members $69, Non-RANZ Members $49 What a night! The RAEAWARDS never fail to disappoint and this year was no exception. And yet behind the sequins and shoe polish, the champagne and the trophies lies the real magic. The RAEAWARDS celebrate not just great research, but effective research – the science and art of capturing insights that allow those that apply them to move forward and reach their goals. Come and hear how some of the top performers at this year’s awards achieved their success. Colmar Brunton will show us how they guided Inland Revenue in tackling NZ’s growing student loan debt problem through clear insights into the mindsets of borrowers and what would be effective in changing behaviour. With more than $300 million in additional repayments made, the research and resulting initiatives (communications, operational activities, and law changes) proved to be highly successful. TRA will describe how they partnered with Te Wānanga o Aotearoa and created a methodology adapted from first principles to allow commercial insights to be combined with the organisation’s traditional kaupapa through a sensitive and collaborative process that earned the trust and ongoing buy-in of influential kaumatua. Infotools will share why their partnership with Coca-Cola has been sustained and valued over ten years. They will (we hope) leave their violin cases at home but explain for us exactly what is a consigliere and how Infotools took on this role as protocol custodian and quality controller for Coca-Cola’s global tracking of consumer behaviour. 30 InterVIEW October 2016


END OF YEAR EVENT RANZ invites you to our

WELLINGTON End of year Networking Event!

Wellington Year-End Guest Speaker and Luncheon

Join us for our Christmas lunch at Logan Brown restaurant, with your first drink on us. We’ll enjoy a two-course bistro menu and feed our minds as well as our bodies. You won’t want to miss this important opportunity to network and hear from our fabulous guest speaker (keep an eye on the website for further details on this).

Date: Wednesday, 30th November Time: 12.00 - 2.00 pm Venue: Logan Brown Restaurant, 192 Cuba Street, Te Aro

CLICK HERE for more info

Platinum Partner:


END OF YEAR EVENT RANZ invites you to our

AUCKLAND

End of year Networking Event!

Auckland Food Symphony Come along to our pizza, pasta and pav challenge. Mix and mingle and join a group to create a symphony of flavours. There will be food, drinks and loads of laughs. Start the evening with a drink on us and wait for the friendly rivalry to begin.

Date: Friday, 11th November Time: 6.00 - 9.00 pm Venue: Social Cooking, 105 Nelson Street Auckland

CLICK HERE for more info

Platinum Partner:

Interview Q3 September 2016  
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