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END OF 2016



Come gather around people Wherever you roam And admit that the waters Around you have grown And accept it that soon You’ll be drenched to the bone And if your breath to you is worth saving Then you better start swimming or you’ll sink like a stone For the times they are a-changing Come writers and critics Who prophesize with your pen And keep your eyes wide The chance won’t come again And don’t speak too soon For the wheel’s still in spin And there’s no telling who that it’s naming For the loser now will be later to win Cause the times they are a-changing Come senators, congressmen Please heed the call Don’t stand in the doorway Don’t block up the hall For he that gets hurt Will be he who has stalled 2

InterVIEW December 2016

There’s the battle outside raging It’ll soon shake your windows and rattle your walls For the times they are a-changing Come mothers and fathers Throughout the land And don’t criticize What you can’t understand Your sons and your daughters Are beyond your command Your old road is rapidly aging Please get out of the new one if you can’t lend your hand Cause the times they are a-changing The line it is drawn The curse it is cast The slowest now Will later be fast As the present now Will later be past The order is rapidly fading And the first one now will later be last Cause the times they are a-changing

Bob Dylan: The Times They Are A Changing

Bob Dylan wrote this song over 50 years ago articulating a mood of massive social change which occurred through to the 1970s and beyond. How eerily appropriate it seems today in the light of Brexit, Trump, and the quakes and floods that have hit Kaikoura and Wellington and then the resignation of John Key at the height of his party’s success in the polls. The events of the last few months serve to reinforce the fact that, with the best of intelligence available and all the information we have to work with in this digital age, we still get it wrong, and sometimes we get it wrong big time. I personally was not that interested in Brexit and, like most commentators in the light of the Scotland “Remain” result, was certain that the British people would vote to remain in the EU. I was less certain around Trump as we’ve seen growing unrest among the American people for some time now and dissatisfaction with the direction America has been heading in, despite the obvious worthy intentions of populist leaders like Barack Obama. In the aftermath, the experts in both cases postulated that the pollsters and the media had not listened to the dissatisfied and disaffected; hadn’t given great enough weight to a largely silent, white, working and non-working majority in both cases. Interestingly in the case of Trump, we


saw an election where the large minorities needed to get out and vote to protect the rights and social and economic gains they had made in the previous five decades. Instead the minorities turned out less than previously and heartland white America hit the polls with gusto. The jingoistic messages of Brexit and Trump winning on the day in both cases. What do our industry, our colleagues and clients need to take from these world-changing events? 1. Are we seeking information from a wide enough range of sources? Are we gathering a rich and diverse set of opinions? Even those we don’t like. 2. Are we listening well? Or are we listening through a screen of pre-existing beliefs that prevent us from hearing what is really being said? 3. Are we getting the “real” answers or are we getting default answers and even plain untruths? Do people actually feel safe to share with us what they really think and feel? 4. Have we got our thinking right? We are living through a period of dramatic change. Are we tuned in to that change? Do we understand the human, economic and social drivers of that change?

Publisher: Research Association Rob Bree General Manager

The dedicated team which produced this newsletter includes: Emily Bing


Are we equipping our firms or our departments for that change? Do we have the right people, the right skills and the right tools? Or are we relying on the tried and true?

Sue Cardwell Anika Nafis George Wilks Claire Lloyd Layout and design by Charmaine Fuhrmann

Less than twelve months from now we’ll be having our own elections. 2017 is going to be a year in which New Zealanders question our direction, our place in the world, the results we’re getting in our own lives and the lives of the communities we interact with. Our industry needs to be more sensitive than ever to what is going on if we are going to be in a position to provide advice and guidance for useful social and business decision-making. Let’s make sure we’re at the leading edge of understanding the mood of the nation in the year ahead. Have a great summer holiday season and I’ll see you again in 2017.

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

Rob 3



Duncan Stuart shares his point of view on the US polls - did they get it wrong? Pg


Corina Enache on adapting anthropology to understand consumers. It’ll leave you curious to find out more! Pg


Emily Bing shares some silly surveys and her tips for writing better questions. Pg


Read about the fun and excitement of our industry at the 2016 ESOMAR conference in New Orleans with Horst Feldhaeuser. Pg


Find out who is the ‘biggest tosser’ with Chef Ramsay at the Auckland end of year event. Pg


From juicy apples, repairing your favourite jeans and the new style of Christmas giving, see what’s trending recently with Sue Cardwell. Pg

4 InterVIEW December 2016



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DID THE POLLING GO WRONG? There was stunned silence as the election results came in. Hillary had a firewall didn’t she? She could give away Florida and Ohio couldn’t she? Trump only had a 13% chance of winning didn’t he? The world watched, aghast. Commentators like Mike Hosking were asking: “How could the polls get it so wrong?” For sure, almost every single political poll carried out prior to the US elections suggested that Hillary Clinton was in the lead. Sometimes the gap was negligible, at other times in the three months leading up to election day, the gap between Clinton and Trump fluctuated between two points and 12 points, depending on the latest revelations of the latest scandal as both campaigns did their best to throw mud at each other. At one or two moments in the preceding three months, Donald Trump actually took the lead in many of the polls, and I think if you examine the ups and downs of the candidates, the broad truth emerges about what happened. For three months we saw the degree to which their acceptability fluctuated. The truth is the voting public was extremely disenchanted and volatile. Evidence of this came from the ongoing results presented by Ipsos who conducted a rolling survey exercise. From day to day, the gap between Clinton and Trump flickered and fluctuated. A 7pt gap one day, a 1pt gap just 72 hours later. I paid close attention to their polling because in 2012 they used a proprietary methodology (they went online while other firms stayed steadfastly with CATI-based landline surveys,) and got the story about right. 6 InterVIEW December 2016

But the difference between 2012 and 2016, or between 2016 and just about any presidential campaign since 1968 was stark. Back then unpopular Richard Nixon prevailed, just, over a split Democratic party that had been rocked by the assassination of candidate Robert Kennedy. 1968 was out of the box. Most campaigns settle into a narrative in which there is a clear leader, followed by a revelation or two, and then a final act, as in a three-act drama in which the two candidates make the final run for the flag. Sometimes as with Bush JR the run is just enough to pip the favourite. But this is the kind of campaign architecture that the Hillary machine was geared toward. For much of the campaign she broke no real news, no new slogans, no new policies. Her job was to stay out of contentiousness, and to work on her likeability and stay focused on the glass ceiling. But what Trump did is accelerate the campaign architecture. This wasn’t a three-act play, this was a 9-act drama in which each setback (how about his spooky hovering over Hillary in the second debate, or how about his ‘groping’ comments?) was dispensed with within four or five new cycles. A few tweets later, (and Trump off lots of mileage from his use of Twitter), and the lead new story would change to something fresh.

Trump was adept at fuelling the various paranoias of the American right wing who believed, much more strongly than the Democrats, that electoral fraud was a rampant issue, or that migrants were causing unemployment and other social problems. He kept changing the agenda. And where Hillary Clinton had a somewhat amorphous campaign slogan stronger together - Donald Trump’s promise to make America great again had a more palpable, tangible resonance. And polls kept reiterating these things. An American firm that specialises in text analysis, Anderson Analytics, conducted an online experiment where they asked 3000 people about Hillary’s policies, and another 3000 people about Donald Trump’s policies. More than half of respondents to this open-ended question spoke not about policies at all, but about the intractability or lack of appeal of one or other candidate. The best thing about Trump? He’s not Hillary Clinton. The best thing about Clinton? She wasn’t Trump. Ongoing polls kept identifying that Trump’s supporters were more likely to get out and vote than were Clinton supporters, and Trump kept energising

them. He was the bright orange Energizer Bunny. So there were two factors that made this election somewhat unusual for pollsters. •

The first was the volatility of the voters themselves. Trump’s figures ranged from 39% support up to 47%. By contrast Mitt Romney’s polling stayed within a much narrower range for the duration of his 2012 campaign.

The second factor was the volatility of the campaign itself. It held more dramatic moments than we usually see in presidential elections, There wasn’t one October surprise, there were at least three, the last of which was the anouncement by the FBI that more of Clinton’s emails were under investigation.

Given these two factors, the upset result was quite on the cards, and I think the failure, if there was one, was the failure by media commentators (and a few pollsters) to accept that polls never will predict: they are always half a step behind the sentiment of the public. Come election Tuesday, sufficient voters simply changed their minds on the day. It didn’t take many, and many polls already showed the race tightening in the days immediately prior to the vote. Polling is difficult in America partly because of the disuse of landlines and the modelling of who will actually vote. But the bigger factor here was the volatility of the voters themselves. We need to measure support for the candidates, but we should never forget to measure the changeability of the electorate. In 2016 we had two unpopular candidates slugging it out on shaky ground. Anything could happen. And this time it did.

Duncan Stuart FRANZ 7

Anthropological Research


orina is a business & cultural anthropologist. She founded The Sweet Spot, a company that connects anthropology to businesses to drive understanding of the human behavior happening inside & outside them.

She has a background of 10 years in local/regional/global corporate roles for companies like Coca-Cola,Beiersdorf and Natura,and an MA in Cultural Anthropology with UvA Amsterdam. She recently moved from Amsterdam to Auckland and is keen to start building the Sweet Spot in this new market.

USING ANTHROPOLOGICAL RESEARCH TO UNDERSTAND CONSUMERS I was in charge of the NIVEA baby cosmetics line for five years starting in Romania and ending in Hamburg. I don’t have kids yet but I know a lot of things about pregnancy and maternity. I could tell you that 80 percent of Romanian women are unhappy with their experience in state hospitals. Yet that particular place where they feel so unhappy is the place where they make the decision to buy and use baby cosmetics. Despite all this information, I credit one small moment of empathy – a deep conversation with one Romanian mother - with the decision that would triple my market share and propel me to a global career. She didn’t repeat to me the numbers I already knew but she made me feel what they meant to her. She told me how she felt giving birth in an impersonal hospital with nurses shouting orders at her to hide her pain and “do her job”. And when the baby finally came she was asked again to “do her job” and feed her baby without knowing how to, go to the toilet unassisted and leave the hospital bed as soon as possible - to make room for others - with a pack of product samples shoved in her arms and a discount code for the nearest pharmacy. Listening to her I felt anger at my society that treats women and childbirth like machines in a factory disregarding and dehumanizing the process of turning from a woman to a mother. I killed my samples, focused on the transition from woman to motherhood and created a hospital program to support that. As a result, my market share tripled, Romania became the fastest growing country for NIVEA Baby, and I found myself in the global headquarters in Hamburg three years later. 8 InterVIEW December 2016

Years later in Amsterdam, reading about Romanian culture in preparation for a cultural anthropology paper, I came to understand better why my hospital program had been so successful. In the Romanian culture, a person’s identity and self worth is primarily associated with her/his capacity and strength to be of service to the family unit. What she/he feels as an individual is seen to be a threat to the health of the family unit as it might lead to a path of serving less or even leaving it. Traditionally the woman served inside the household and the man outside of it. The transition from village to city life and the arrival of capitalism challenged this role division but not the underlying cultural principle that subordinated the identity of the individual, both female and male, to that of the family unit. Therefore, the universal rite of passage of becoming a mother is experienced in the Romanian hospitals through this cultural lens. It emphasizes the immediate duty of the mother towards the child and – by extension - the family unit. The unhappiness of the woman I talked to was not a sign of rejection of that value set. Quite the contrary. Her unhappiness stemmed from her fear of not managing to be of service from the first moment of life, which was accentuated even more by the harsh attitude of the nurses. She knew how to serve her family unit as a wife but she was just learning how to serve as a mother. Although I did not know it at the time, this was the part of my hospital program that they engaged with the most: NIVEA Baby giving information on how

to serve the child in the critical emotional moment when that necessity was brought to life.

CULTURE AS A GATEWAY INTO HUMAN VALUES & BELIEFS Anthropology is the study of humankind, past and present. Cultural anthropology is the study of the commonalities and differences of past and present cultures. It is the study of how human culture has

changed and sometimes even stayed the same throughout history. However, in order to understand cultural anthropology, we definitely need to take some time on the term ‘culture.’

I want to give an example using my own culture. How would I describe the culture of Romania? Should I talk about how people dress? The foods that originated there? The number of churches? The Romanian language and its Latin roots? Dracula? The way people are still obsessed with Russia? What about the archaic village values and the dual

rejection/nostalgia for them while embracing capitalism and city life?

Culture can be defined as the language, norms, values, beliefs, and more that, together, form a people’s way of life. It is a combination of elements that affect how people think, how they act, and what they own. It also includes history, architecture, accepted behavior, and so much more. Culture is an essential part of being human. No one is completely without it; in fact, an individual can be part of many cultures and subcultures. For example, I am simultaneously part of the Romanian culture, the Auckland culture, the culture of my industry, and the culture of my group of friends.


Conduct the observation. Immerse yourself in the group for an amount of time (I normally do 2-3 weeks’ fieldwork on business projects). Think of it as your day job – you will be there from 9-5 observing and building relationships with people and after 5pm you will be transcribing and making sense of the data.

The methods we use as anthropologists to gather data are observation, interviews, etc. During this time, you also research any data (cultural theories, quantitative data) a ready available that can help make sense of what you see in the field.


Analyze. After the fieldwork is done you go back to the data and your initial question and you start analyzing it and draw conclusions that can help you move forward and solve the challenge the initial question addressed.


Generate insight and direct activity. This is the moment where I involve the business that commissioned the research either in the form of a workshop or inserting the results into an existing process that the business is already using (like design thinking or policy development, for example).

ETHNOGRAPHY AS A PROCESS TO STIMULATE CONSUMER UNDERSTANDING The process of how anthropologists understand cultures to serve consumer understanding is called ethnographic research which I’ve tried to deconstruct the following: 1. It all starts with a question. Reflect on the question that you have about your consumers. Like in my Romanian case – Why do Romanian women feel angry in hospitals? Why do they make the decision to buy cosmetics here? 2. Decide on a group/culture to observe. Think about a community/group/a culture that you want to observe for a period of time to give you the answer to the question. For example, in the Romanian case I would choose one hospital as my primary site. Secondary sites would be the lives of the women I meet in the hospital outside the hospital.

I hope I’ve made the case for the power of empathy to generate consumer understanding and how cultural anthropology can help trigger that empathy. If you are curious to know more about cultural anthropology, a good way to start is by emailing me at corina@the-sweetspot.com 9




This was a great example of the sort of professional development that RANZ are perfectly set up to provide for members: showcasing a different approach presented in a hands-on workshop. Hudson Smales from ThoughtFull Design gave just enough background and case studies (the Air NZ Skycouch is a well-known Design thinking project although they didn’t know that at the time!), before we got our hands dirty in Design Thinking itself. (Below’s the quick guide) We put this theory into practice in a 3 hour workshop focusing on Auckland Transport. This is a customer experience design project ThoughtFull had facilitated. Like many, I’m sure I felt I didn’t have much to offer to help encourage Car Addicts to use public transport (being one myself!). But the process is both logical and intuitive. At the end of several exercises involving developing, prototyping and testing, you feel you have concepts that really could make a difference. The next step of course is to bring the consumers back into the feedback loop. The experience inspired me to think of our own workshopping and how we can ensure we involve key stakeholders throughout the whole process and ensure they have a strong voice as well as consumers.


Empathy for users

Define the problem

Ideate concepts

Prototype to explore

Test to learn

To design solutions you must first step into the world of whom you are designing for and understand what their needs and motivations are.

Clearly understand and articulate what the problem is you are trying to solve.

Generate as many concepts as possible that answer the problem you are trying to solve.

Bring your concepts into the physical world where they can be interacted with.

Test to gain feedback on your concept and iterate and test again.

Use storytelling to connect Sell your concepts to stakeholders in an emotional and compelling way.

I left feeling very positive about Auckland Transport and what they were trying to achieve. When I got back to my car to a $200 ticket, admittedly as my warrant was out of date, that had soured somewhat. The curse of having your Masterbrand cover everything!

A review by Maria Tyrrell 18 InterVIEW January 2015

11 19


Shifting the

to write better surveys

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 about research over a coffee or wine please get in touch!

It’s no secret that the market research industry often gets a bad-rep for our poorly designed, usually boring, lengthy surveys. I’d like to think things have improved with the volume of surveys going through online panels, but it still amazes me how many poor surveys I receive as a respondent.

Bottom line is: Rubbish questions = rubbish answers = rubbish results I believe researchers need to take greater control over the questions you ask consumers. Put yourself in the respondents shoes and actually complete some of the surveys that you’re sending out to get a better idea of how these questions look in ‘real life’. Let me ask all the researchers out there. Are you recycling the same questionnaire over and over again without checking if the questions are relevant to what you’re really trying to achieve? Does lack of time mean it’s easier to copy and paste from existing questionnaires than write one from scratch? Are your client’s old KPIs still in your questionnaire because you/they can’t risk losing a metric that no one uses anymore? Are you speaking the same language as your client’s customers? What about business owners? Do your questions make sense to a regular household grocery shopper, teenagers, or the average New Zealander? I’ve signed up to some online panels to see what’s out there. I’ve decided to start collecting screenshots of all the bad questions and I thought I’d share some of the examples I’ve come across recently. Please indicate how satisfied you are with the following characteristics of your organisation:

Example 1: Jargon, acronyms, and words that you need a thesaurus to understand

Very Dissatisfied Collegial work environment Camaraderie Meritocracy


Somewhat Dissatisfied

Neither Satisfied or Dissatisfied

Somewhat Satisfied


Very Satisfied

No option for “I have no idea what these words mean” ... not even a simple option for “Don’t know”

This particular survey also asked you to read through 38 organisational and job characteristics that read like a university thesis, and then sort them into order of importance! Tip: When writing questions, use language that a six-year-old would understand 12

InterVIEW December 2016

Example 2: When the ‘other specify’ response doesn’t quite make sense when filtering through to the next question.

Why, in the last few months did you use Other specify for making contact with <the organisation>? Please select all that apply

Tip: Check your other specify questions, and sense check if they should be pulled through to follow-up questions. Example 3:

A whole bunch of options that are irrelevant ... I mean the question doesn’t Option 1 sense even make

Option 2 Option 3 Option 4

Which of the following best describes your attitude towards alcoholic ginger beer?

Questions that leave out common response codes so the respondent is forced to answer the question incorrectly.

Heard of, but don’t know much about it

Never heard of before

Never tried, but would like to

Never tried, nor do I want to

Where’s an option for “Heard of, and know a lot about it (but don’t like it)?

Tip: Think about the response codes from your own perspective and check the options would apply if you were answering the question yourself. Example 4:

Including yourself, how many people live in your household?

Inappropriate use of question types e.g. sliding scales for household size










I’m going to selct 2.5 here because I guess my cat counts as half a person

Tip: Sometimes we need to apply the KISS method and keep simple questions, simple to answer. Example 5: Inappropriate response codes for the question. I don’t know about you, but I don’t know any 2-11 year olds who drink tea or coffee for breakfast. Tip: Ask a colleague who fits within your target audience to complete your survey and get their feedback on the questions asked.



What did your child (aged 2 to 11 years) drink for breakfast yesterday?

Coffee Other

While I was pleased there was an ‘other’ option here, the follow-up question included options such as ‘beer, cider, wine and water’

Which of the following activities have you participated in this past month?

Example 6: Questions with quirky responses to check I’m still alive after 20 minutes. Tip: If you need to add these questions in, your survey is too long.

Flown to the moon

Watched TV

Brushed my teeth

Fed a dinosaur


None of these

Ate food

This survey is clearly too long

Of course there are also the usual common errors such as typos (including the incorrect spelling of American vs. NZ words) and the accidental ‘test screen’ being shown to respondents in the middle of the survey, but perhaps I’m just being picky! So here are my final tips for ensuring your respondents receive better quality surveys: 1. Join your supplier’s online panel. See what the experience is like from respondents who are doing your surveys. And don’t be afraid to tell your supplier if you spot a bad survey. 2. Test your surveys before they go live, and I mean really test them. Don’t just test that the skips are working, but complete the survey as if you were a respondent. 3. Throw out the old and start from scratch. Make time to re-write questionnaires and revise those old questions which may not be relevant to your current-day projects. 13

Disclaimer – this is not a conference review


By Horst Feldhaeuser, RANZ Board member and Group Client Director Infotools Ltd


e made the news on our way to New Orleans. Well, the honourable PM John Key was the main topic, but we were on the same plane, which also meant that our 14-hour long flight to Houston turned into a 19-hour flight – always fun. Thankfully, we made it to New Orleans as we had a busy day ahead the next day. NEWS Given the fact that I spent most of the time at our conference booth and not in the plenary listening to the presenters this will not be your normal conference review. Nevertheless, here are some highlights. The annual ESOMAR congress is probably one of the biggest Market Research conferences worldwide with about 1,000 attendees and 65-ish exhibitors from over 60 countries. Sunday was reserved for meetings with ESOMAR and other Association representatives. It is fair to say that the challenges we face as an industry and as an Association are very much the same everywhere in the world: • The competition from market research companies 14 InterVIEW December 2016


• How can we make it worthwhile for them to join forces with us? • The challenges that our members and potential members have multiple association options and we sometimes compete against each other • Example - Marketing Association member ship vs. RANZ vs. ESOMAR • How can we work together and how can we provide additional value over and above what we offer today? • How can ESOMAR help RANZ members? • Legislation, codes of practice, etc. • Ongoing challenges to make sure that Market Research is seen to be self regulating • For a number of countries, change in legislation is seen as an opportunity and driver towards joining the local Market Research Associations with non-members joining for better positioning   • Engagement of Youth / Gen X / Millennials How can we ensure their survey attendance? • • How can we excite more young people towards our industry? • And how can we get the best out of them overall?

One of the cool things was the “Poken”. Yes I said it…. Poken. https://www.poken.com/ A virtual handshake that has all your preloaded information and allows you to exchange business cards without business cards. While it was awkward at first, attendees made light of it and enjoyed the experience; Nothing makes a meaningful interaction more special than getting an actual business card after exchanging your Poken.

ESOMAR invited seven young researchers to the congress to pitch their presentation skills to the audience. Everyone had one minute on the first day and only the top two presented on the second day; Similar to our 20/20 presentations at RANZ conferences, these kids are smart and have some guts. It was great to see that the ones who did not sell but told a story in their one minute pitch were the more successful presenters. As mentioned, I was not able to see many papers, but from what I did see and what I heard from other attendees was that there were the usual very good and very average presentations/ papers. As a presenter/ writer, I must say the actual papers are required to be very detailed and academically focused. Whether this produces better learnings for attendees is hard to say, but given that ESOMAR builds a paper library it is understandable. What I heard was that the congress had an overall very uplifting spirit. We are finally making changes for the better as an industry rather than just talking about what we need to do or should be doing.

New Orleans is an amazing place and I was lucky enough to explore a bit more after the congress. ESOMAR also made sure that attendees had a great time NOLA style: From Jazz bands during the days to a parade after day one. The ESOMAR Awards Dinner and Ceremony on day two brought us to the weird and wonderful Mardi Gras World. We peeked behind the curtain to see Mardi Gras in the making at Blaine Kern Studios. It was amazing wandering around the larger-than-life works of art with cocktails in our hands, visiting the studio and watching artists designing, carving, painting and building the Mardi Gras props. We then enjoyed dinner with one of the best Jazz bands ever and a skinny white guy that sounded exactly like Louis Armstrong. We finished with dancing the night away in an outdoor garden that was actually indoors. It was also good to see that companies from our part of the world can easily keep up with the rest of the world with presenters from both New Zealand and Australia as well as Mercer Australia winning Effectiveness Awards. Next year ESOMAR is celebrating its 70th Global Congress in Amsterdam. It will be a massive event so better get those thinking caps on to get yourself there! 15


W E I RE V FRIDAY, NOVEMBER 11 SOCIAL COOKING The Auckland end of year social event was a great success, and we all shared a lot of laughs during the fun evening! The night kicked off at the Social Cooking venue in the city and started with drinks before we split into teams to start the cooking challenge. Team 1 were “Dannylicious” – named after team leader Daniel Peeters who came in for special attention from Chef Ramsay (yes! HER real name!) early on as the tallest person in the room, and Team 2 were the “Funky Carrots” – we don’t know what they had been drinking ahead of the teamnaming contest! First course was the smoothie challenge, with a wide selection of fresh fruit, vegetables and accompaniments that we proceeded to blend, whiz and puree into tasty and colourful concoctions. Some were better than others - the winning one was a multi coloured banana smoothie made by the Funky Carrots, but others were better forgotten…let’s just say the brown sludge ‘gazpacho’ from Team Dannylicious looked pretty undesirable at the end of the night…!


InterVIEW December 2016








After the smoothie challenge, Dannylicious tried their luck at making summer rolls in an attempt to get the stiffest looking roll, while the Funky Carrots topped pizzas with meats, olives, and cheese that were cooked to perfection in the pizza oven. The most fun was had while the pizzas were cooking and we engaged in a game of ‘the biggest tosser’ to see who could catch a flying pizza dough on their head! This was actually much harder than it looked with only a few coordinated people managing to catch the dough flat on their head like a hat! The finale of the night was a team challenge to make the tallest tower out of spaghetti and marshmallows, and wow, what an effort! It was Dannylicious who took the title with their indestructible tower standing close to a metre tall! Each team then presented their best smoothie, summer roll and pizza to the judges along with a team-written poem, both beautifully and entertainingly presented by form of a rap by Horst (Dannylicious) and Diane (The Funky Carrots). The judges then taste tested each team’s best meals before declaring the overall winners as Dannyicious. This was followed by some great singing of ‘We are the Champions’ by the team and a round of applause before we all left with big smiles and full stomachs. Overall, it was an incredibly enjoyable event and there was lots of time to socialise, network and get to know others in the industry throughout all the cooking challenges. Thanks to SSI for sponsoring the night, and everyone who helped organise the evening. 17



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

1 2


The Christmas


gift that keeps on giving subscriptions

In an industry that’s new enough to have a lot of “world firsts”, we now see the world’s first 3D-printed functional office in Dubai. It took just 17 days to build the futuristic-looking structure, which is 250m2 and houses government staff and a 3D printing exhibit.

The government reports that labour costs were half of those with traditional methods, suggesting this might become very common in future. Another click’n’print project full of promise is WASP, which uses freely-available mud to build small homes and save the world… Love it!

lnked.in/suec @tuesdaysue 18

InterVIEW December 2016

Gifting a subscription once meant twelve months of National Geographic, but the subscription presents has taken on new life in the age of the Experience Economy - that is, where we want to buy experiences rather than items.

These days you can subscribe to anything from gourmet chocolate to art projects to socks. My overseas gifting this year will definitely include a new tea to try once a month. Meanwhile in New Zealand, how about getting your four-legged friend a subscription present from Bow Wow Box?


3 4 5

Nudie wants to

When your

The not-so-

rescue your favourite pair of jeans

customers gang up...

humble history of the apple

...great things happen! What about the peer-to-peer car insurer Guevara that gives special rates to groups of customers who keep their claims down. Their premiums pay claims for the group, and they pay less the fewer claims the group makes.

You may think the humble apple hasn’t changed that much over the years. Or that classic apple snap as you bite in, followed by juicy sweetness inside is just a matter of chance - it’s how apples are.

Think about how your favourite pair of jeans feels. Then think about that sad moment when they get worn out and you have to bid them farewell. Swedish Nudie Jeans has put a halt to the tragedy with their repair shops. Starting in Sweden, they’ve been so successful that they’ve even arrived in Australia.

Take a repair or a trade-in - and take out ethically-traded, pesticide and GM-free denim on your legs. (Sweden fosters mender culture they’ve abolished GST on repairs.) Putting a halt to disposable consumerism by solving a consumer need - we like your style, Nudie!

Or hospital social chatting app Hôpital Affinité that allows longstay patients with similar interests to find each other?Thanks to futurist @GihanPerera for sharing these ideas. It doesn’t need special technology to help customers help each other. How could your favourite brand do it?

In reality, a lot more work goes into making apples great than you might think - and it’s based on understanding consumer needs and preferences. Apples like HoneyCrisp and our local star Rockit are one of our industry’s great success stories. Chance product of nature? No. Nature perfected? Yes!

Also worth your attention: Second Life Toys does a similar and rather poignant service for children’s toys.



with Nikki Mooney


Chilled out weekend brunch? Meet me at: I could name lots of great places but the truth is Dizengoff as it’s ten steps from home. I get stressed out by: Being late. It doesn’t matter what the event, I get all clammy if I am not going to arrive on time. Especially the cinema. To relax, I: Play sport or drink wine, which one it is, depends on the day. InterVIEW is coming to dinner. I’m cooking: Thai curry, it’s a favourite of mine to eat and I cook it quite often so I’d like to think it would turn out alright. The music I’m listening to right now is: I tend to look forward to Thursday morning and the #throwbackthursday playlist on Spotify, especially if they have some good 90s tunes on there. 20 InterVIEW December 2016

Nikki Mooney Account Manager, Colmar Brunton A (relatively) new arrival to New Zealand, Nikki previously worked in the UK, for a short while in Marketing and then moving into research for a boutique brand and product research agency. She came to Auckland 18 months ago to join Colmar Brunton.

My dream holiday is: I love the holidays you can go on during winter in New Zealand such as the Pacific Islands or down to the snow in Ruapehu or Queenstown. An ideal weekend: Exploring this amazing country. There are endless walks, beaches and waterfalls to find! Tongariro Crossing is next on the list in a few weeks. The MR innovation I’m most excited about: I’m excited about the move towards big data and the ability to combine this with our survey data. I’ve started working on this and it’s opening up endless amounts of opportunity to provide really powerful insights to our clients. The life lesson I wish I had learnt sooner rather than later: You don’t have to decide your entire career at age 14! In the UK the pressure to decide your career at such a young age is huge, but now I know that you should just do what you enjoy until you don’t enjoy it anymore.

Intro Summary The 19th edition of the GreenBook Research Industry Trends (GRIT) Report has been released for Q1 + Q2 2016. The report, based on a sample of research suppliers and buyers, provides another insightful snapshot of current trends shaping the global research industry, as well as commentary from leading industry experts. Following from previous editions, the report continues the ongoing examination of key topics, including: • The Adoption of Emerging Research Methods • The Top 50 Most Innovative Market Research Suppliers • The Top 50 Most Innovative Client Companies • Challenges and opportunities facing the research industry • The most in demand training topics This edition also features special reports on perceptions of key emerging issues facing the research industry today. These include: • Adoption of Automation: The potential impacts, both good and bad, of adopting automation approaches for various research industry processes including sampling quality, fieldwork, survey design, report writing and analysis. • The Future of Sampling: An examination of what is driving the growing pessimism towards online sample quality and perceptions regarding proposed solutions to this growing dilemma. The full report, and related materials, can be downloaded from the GRIT website. Follow this link: www.greenbook.org/grit 21


MOVERS AND SHAKERS Nielsen welcomes MONIQUE LIEBENBERG (Client Service Executive), NAVNEET SINGH (Client Service Executive) and ROBERT ARGYROS in August. MONIQUE is a recent graduate from the University of Auckland and has spent time travelling around South America and enjoys adrenaline sports such as skydiving and white-water rafting. NAVNEET (NAV) has recently returned home to NZ from the United States where she has been on a full athletic scholarship to play hockey while studying at William & Mary College. ROB comes from the innovation team at Nielsen South Africa. Originally from Zimbabwe, Rob is new to New Zealand, and arrived with his wife a few weeks before starting at Nielsen. Have you, or someone in your company moved or shaken recently? Please let us know by emailing secretary@researchassociation.org.nz

22 InterVIEW December 2016


Tony Mitchell, Datamine:

Helping clients unlock the value in data When: Wednesday 15 February 2017, 6pm - 7.30pm Where: NZ Marine, 85 Westhaven Drive, Auckland Cost: RANZ Members: $49 + GST • Non-RANZ Members: $69 + GST Tony is a successful business leader with expertise gained from working in commercial, not-for-profit and membership organisations at executive and board member level. He has a track record for creating a platform for organisations to excel through customer centric strategy and enabling stakeholders. His governance and commercial experience has been gained within NZ, Oceania and the UK working for high profile corporate organisations, membership bodies and boards. The focus of his experience has been leading businesses operating in the areas of marketing, analytics, technology, research and sports. Why you should attend: · You see the value of big data and want to incorporate it into your insights · You want to help your business or your clients to utilize new ways of understand consumers · You get excited by combining different data sources and finding great insights that help your clients Why you shouldn’t attend: · You think big data is too scary and you don’t want to learn about it · You only want to use one source of data, because it’s easier · Your focus is on the numbers, not the customer

Louisa Wood and Karin Curran:

“Let us come to you” – enabling participant-centric conversations When: Thursday 9 March 2017, 6pm - 7.30pm Where: Five Knots (Tamaki Yacht Club), Tamaki Drive, Auckland Cost: RANZ Members: $49 + GST Non-RANZ Members: $69 + GST With guest speakers Louisa Wood, Head of Qualitative at Ipsos NZ, and Karin Curran, Director at Curran Research Associates. In this session in Auckland, RANZ will bring together NZ’s most experienced online qualitative researchers, clients and those who just want to know more to discuss the contributions, limitations and experience of conducting qualitative research online. 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. This event was well attended when held in Wellington earlier in 2016 Why you should attend: · You’re a qualitative researcher who wants to pick up some new skills from the experts · You’re a quantitative researcher who wants to know what those guys are doing all day · You’re interested in engaging better with people on their terms Why you shouldn’t attend: · You don’t need to learn anything new · You don’t care about being customer-centric · You think this new fandangled internet thing is just a phase anyway Social Policy Evaluation and Research Unit (Superu), Keep up to date with all the Superu events for 2017 here 25 23

26 InterVIEW December 2016

Profile for Research Association NZ

Interview Q4 2016  

Interview Q4 2016  

Profile for mrsnz

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