Page 1

IT’S NEARLY

AWARDS TIME!

JUNE 2016


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InterVIEW June 2016


WORD FROM THE BOARD

I love a good spy novel. A John Le Carre or a Frederick Forsyth especially! Like a good spy, a good researcher operates behind the scenes. Working in the shadows. Asking questions; running the numbers; calculating the odds; providing unique points of view.

Publisher: Research Association The dedicated team which produced this newsletter includes: Jeremy Todd Emily Bing

And on the day when the big moment comes, where’s the researcher? Gone. Back to the shadows from which they emerged. While the marketers and the advertising guys are bathed in glory. That is why the Research Association Effectiveness Awards (RAEAWARDS) are so important. They are for you. For your clients and colleagues. For your industry. Because it’s not very often that we get to show our wares and tell the stories about what we did. Tell how we, as agencies, clients, or providers made the difference. Tell how we won the business, stole the lead or disrupted the market. I’m sure by now you’ll have heard all the news about the exciting new categories and the amazing sponsors. Many of you will remember awards nights of yester­ year and will be passing those stories onto your younger apprentices. And if you’ve never been then it’s about time you went.

Anika Nafis Sue Cardwell Robyn Moore Rachel Prendergast Claire Lloyd Rob Bree General Manager

Carolyn Parker Layout and design by

What are you waiting for? Check out those new categories because they offer lots of exciting new potential for innovative entries. And if you haven’t sponsored anything yet you might want to take another look, there’s still a few very valuable opportunities left. The RAEAWARDS celebrate effectiveness of research, data and insights so we expect to see a really diverse crop of entries this year. So get planning and writing. Make yours the best entry that anyone ever wrote. The best story ever told. Come out of the mist and the shadows. It’s your time to shine.

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

Rob 3


SPOILERS

SPOILER ALERT

Horst reminds us why we roll out the red carpet and celebrate our industry. Are you working on your entry? Don’t miss out on this chance to share and celebrate your success. Pg

06

Take a look back and see how far we have come as an industry since the early days of the awards with Research Now, and revisit some of the highlights of previous Awards nights. Pg

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Infotools gets us excited about the potential to show off our best data visualisations, and Laura Dowdall­Masters tells us what it meant to her to win Rookie Of The Year in 2014. Pg

11

It’s here! The new RANZ website. Get behind the scenes of the new industry website with Andrea Mitlag. Find out what’s new and how the site can help us become more connected as a community. Pg

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Learn some secrets of communication insights from an expert who even makes economics clear and interesting ­Shamubeel Eaqub, winner of Communicator of the Year 2015. Pg

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InterVIEW June 2016


CONTENTS

03 06 07 09

RAEAWARDS ... GET EXCITED

RAEAWARDS JUDGES

RAEAWARDS ... REMEMBER WHEN ... RAEAWARDS SPONSORS

12

RAEAWARDS - REVISITING THE 2014 RESEARCHER OF THE YEAR

13 14 15

THE NEW RANZ WEBSITE SHAMUBEEL EAQUB ON COMMUNICATING INSIGHTS

ESOMAR ONLINE GUIDELINES

16

TRENDS TO WATCH OUT FOR

18

60 SECONDS WITH EMILY BING

19

WHO’S NEW

19

SAVE THE DATE

WHAT’S INSIDE

08

WORD FROM THE BOARD

5


RAEAWARDS

ARE YOU EXCITED ABOUT ENTERING THIS YEAR AND COMING TO THE BIG EVENT? YOU BETTER BE! By: Horst Feldhaeuser RANZ Board member and

The wait is over and the excitement is already building, with entries now open for the bi-annual Research Association Effectiveness Awards 2016 and with three

new categories announced. When you read this, you are hopefully already working on your RAEAWARDS submissions. Remember they are due by Thursday 7th July

We might not be as glamorous as our Marketing and Advertising colleagues when it comes to promoting our industry, but boy do we know how to celebrate NZ’s amazing research, data and insights talent. And what a night it was in 2014. I had just come back from 3 years in Sydney and didn’t have to think twice about being part of the celebrations. There is something to be said about dressing up, going all glam and celebrating our most successful work with friends, colleagues and clients. The atmosphere is always electric when we come together as an industry, walk the red carpet, and have our fabulous photos taken. However, what impressed me the most was the number and quality of submissions received in 2014, with a record high 44 entries from a huge variety of agencies and clients. All of them were winners in my book, as working closely with our clients and peers to put entries together automatically creates a culture that’s focused on the effectiveness of our work, clever thinking, and closer relationships. 6

InterVIEW June 2016

5pm. And after that, it’s all about getting your wardrobe ready for the BIGGEST night in our industry on Friday 2nd September at the Hilton.

The results speak for themselves given the wide range of companies with great client relationships taking home Gold, Platinum and Supreme awards in 2014. In terms of the big event, planning by the awards committee is progressing well to make this another memorable night. Sponsors have been secured, though we are always on the lookout for more support (large & small). Our MC, comedian and television personality Te Radar, and our DJ are locked in. The theming is underway, the photographers are booked, and we’ve secured the Hilton bar to continue our celebrations after the official parts are complete. Coming back to the submissions. Here is my challenge to you for 2016 – can we break the record of entries again this year? We have 3 new exciting categories, so there are more options for you to showcase your great work. Go on, do it! If you are still unsure, listen to some of our past winners click here >


RAEAWARDS

THE RAEAWARDS JUDGES NEARLY CONFIRMED!

The team has been working incredibly hard to confirm the panel of Judges for the Awards in time for publication of InterVIEW. Unfortunately there are three left to confirm, but we think you will agree the panel so far is incredibly strong, varied, and senior. Well done team!

NAME

TITLE

COMPANY

Winifred Henderson (Convenor of Judges)

Managing Consultant

Prime Research

Richard Brookes (Chief Judge)

Associate Professor Marketing

University of Auckland

Adi Staite

Director

Bamboo

John O'Toole

Director

Brandbiz Ltd

Galina Mitchelhill

Head of Market Research and Customer Insights

Bank of New Zealand

Ant Rainger

Managing Partner

Rainger & Rolfe

Sue Godinet Research Manager Commission for Financial Capability Kathryn Topp Director The Thinking Studio Paul Head

CEO

CAANZ

Kay Bramley

Director of Insights and Planning

Unitec

Emily Blumenthal

Head of Customer Marketing & Insights

Foodstuffs

Lindsay Mouat

CEO

ANZA

Roger Beaumont

GM Marketing and Communications

ASB

Elaine Koller

CEO

PRINZ

Catherine Arrow

Chartered PR Practitioner

Clare O'Higgins

General Manager

Look Good Feel Better

Michael Carney

Director

Netmarketing Services Ltd

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THOUGHT STARTER RAEAWARDS ... REMEMBER WHEN

THE AWARDS IS A GREAT NIGHT OUT!

Remember when ... Add your own legend on September 2nd! Remember when Maria Tyrrell, Winifred Henderson, and Colin Ingram partied at Boogie Wonderland till 3am, decided to stay up all night, and hung around the casino until 8.30am?

Remember when Grant Storry was making an acceptance speech for the supreme award, and he was so surprised to have won he forgot the dignity of the event and dropped the F bomb?

Remember when Dick Brunton and some Colmar boys put down a scrum on the stage after the Black Grace dancers finished? Remember when Glen Wright had to smuggle the large pointy metal trophy past the bouncers at Snap Dragon? They turned up to work in their ball gowns, gave everyone the Award, and went home for a sleep!

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InterVIEW June 2016


RAEAWARDS SPONSORS

novation that leads the Awards judges to look upon specific pieces of work as worthy winners. We’re proud to again have Research Now sponsoring the Supreme Award at the 2016 RAEAWARDS. Below George Glubb discusses the changes we’ve seen in the industry and the awards since their inception, as well as the innovations that could lead to the next Supreme winner… September 2016 means one thing for market research in New Zealand… it’s time to dust off your finest frock, shine your dancing shoes and get ready as the RANZ Research Effectiveness Awards are back! This year, as in previous years, Research Now are the proud sponsors of the Supreme Award. It presents a fantastic opportunity for Research Now to be involved in the glitziest night of the research industry year where we all gather to celebrate the best-of-the-best in our industry, to toast the successes and marvel at those who have done extraordinary work. Research Now have been involved with the awards for some time now - we have seen how things have changed from one year to the next. This year we want to reflect on how our industry has evolved across the years and look at how particular winners of these awards have changed from their inception in 2000 through to today. In 2000, only 47% of New Zealand’s population had internet access. At the time of the 2014 awards this number had increased to 85%. Immediately we can see the opportunities for growth in our industry are magnified. The growth of internet penetration also speaks nicely to the increasingly innovative ways that previous Supreme Award winners have delivered insights to their clients. More often than not it is this in-

Of course, innovation is a core strength of Research Now – we pride ourselves on being a mover and shaker within the industry and to focus on the future potential of research methods. Back in 2000, when the Awards were first run, a local company by the name of R Cubed lead the pack with their “Presbyterian Support Services” project. It seems so long ago! Looking at the Supreme winners throughout the 00’s there is a common theme well known and loved brands like Air New Zealand and Frucor led the way within the client realm, whilst the agencies that won were typically larger organisations who were able to call on a broad network of expertise and experience. That expertise was further embellished with Research Now setting up a local team in New Zealand in 2008 and we are now regarded as the most established, highest quality panel in New Zealand. Is this year going to be any different? A lot of research is focussed on finding new ways to “spice up” research methods and tools so as to capture, visualise, and deliver better and more actionable insights. Will we see a winner that presents something totally new? At Research Now we continue to offer new ways of supporting the delivery of these insights. Will the winning paper deliver insights via mobile-friendly research, now considered a “must-do” by the industry? What about other innovative approaches such as online qual or digital marketing measurement? We expect the calibre to be of the highest possible standard and this is why Research Now is so keen to be associated with this level of excellence. We look forward to seeing you there! 9


RAEAWARDS SPONSORS

It’s fantastic to have AUT sponsoring the B2B category at the 2016 RAEAWARDS. In this article Ken Hyde, Associate Professor Of Marketing at AUT discusses their exciting new Market Insights business major and encourages you to get involved with the exciting new talent coming through.

Market Insights: A World First from AUT Business Mentors Sought Our world is changing. Business is changing. Marketing, advertising, retailing and sales don’t operate in isolation, on single platforms or in single marketplaces. Consumers and shoppers are interacting in completely new ways, and becoming more involved in co-creating solutions that fit their needs. Traditional models are being challenged. In response to this changing environment, education in marketing, advertising, retailing and sales needs to adapt to ensure tomorrow’s graduates can successfully compete online, face-toface, on-the-go and in an omni-channel environment. The omni-channel environment is the seamless integration between various platforms through which marketing, advertising, retailing and sales activities take place. The solution to these needs is AUT’s new business major, Market Insights: Marketing Advertising, Retailing, Sales. The Market Insights: Marketing Advertising, Retailing, Sales major provides an interactive, omni-channel, authentic learning environment. Students learn through immersion and traditional methods. Students create portfolios that evidence their skills and competencies, positioning them 10 InterVIEW June 2016

for successful employment within marketing, advertising, retailing and sales roles. The focus is on integrating marketing, advertising, retailing and sales while enabling students to specialise through project work. Students examine how each of the perspectives impacts on decision making, and on relevant stakeholders. They explore the psychology and behaviour of consumers and shoppers, businesses and organisations. The degree gives students insights that enable them to create successful strategies that target chosen segments in an omni-channel world. The degree challenges students to become immersed in active learning, to produce real evidence of their capabilities, making them work ready. It’s also an ideal double major with management, international business or design. The degree challenges students to develop a critical mind that can use data to make strategic and tactical decisions that work for business. The degree aims to create graduates who are truly multi-skilled, with an ability to operate in an omni business environment where the lines between a marketing career, an advertising career, a retailing or sales career are blurred. The Market Insights graduate will be equipped to transfer seamlessly between these previously distinct careers. Want to get involved? Do you have 10 hours to mentor an AUT Market Insights project team? We welcome industry involvement in our Level 7 experience. Here teams of final year students undertake a major project to develop a new product, a campaign, a strategy. Each team is mentored by a business mentor from industry. Please contact ken.hyde@aut.ac.nz if you would like to mentor a Market Insights student team on their final year project.


RAEAWARDS SPONSORS

11


REVISITING THE 2014 RESEARCHER OF THE YEAR

2014’s RAEAWARDS

Resercher Laura Dowdall-Masters looks back…

Of The Year

Four years ago I meekly wandered into the Ipsos office for a job interview with a Market Research company. “What is market research” I wondered, “Will market research and I be a good fit?”. Skip forward three years full of learning, questions, reports, analysis, questions, focus groups, questionnaire testing, and more questions and there I was on stage being awarded Rookie of the Year! Although I won’t deny certificates are wonderful, being Rookie of the Year was so much more than that. Within those three brief years I had grown so much. I pushed myself to learn as much as possible, working across as many different sectors with as many different methodologies as I could. I endeavoured to think beyond the project I was working on and to what I could be doing on each project to grow and strengthen market research. I challenged myself to step up, take on more responsibility, and push myself to go beyond what I thought I ‘could’ do. For me, the award showed me my efforts were formally recognized by an industry I was committed to and driven to improve. Also, that industry leaders saw my vision and involvement as part of the industry’s future. Being Rookie of the Year also allowed me both directly and indirectly to give a big thank you to all the wonderful role models I had in my first three years; researchers who not only put up with the tirade of questions but who also encouraged and supported me to learn all I could. Without such an amazing network of talented researchers I wouldn’t be the rookie (now adolescent?) researcher that I am today.

If you have any, ask away! Laura Dowdall-Masters laura@thenavigators.co.nz 12 InterVIEW June 2016

After taking a much needed travel break to recharge and explore, I’ve confidently jumped back into the market research industry, and am now asking “where can I help next?”. I am very excited about navigating the future and all the great things it has in store. Although I will never stop asking questions, I look forward to start answering them for any curious young (or old) researchers.


THE NEW RANZ WEBSITE

g

ex citin new website Our

explained by Andrea Mitlag

1. Why did we need a new site? Why not just rebrand the old site? Several reasons; we needed a platform that would provide management of our membership database and events, and a more modern interface for our public facing site. We managed to find a fantastic all-in-one provider that allows us to send edm's to our members, manage event subscriptions, keep track of fees and payments, promote material and post our regular material all under one roof. 2. How would you describe the new site in one sentence? A modern, fresh look containing interesting and relevant information for the research and insights community. 3. How did you go about planning the site? Were members consulted? The main challenge was that we needed to provide our members with tools and services that would be updated regularly and kept current. Members were consulted to understand their needs of the Research Association, and we used a lot of those findings to develop the new site. Additionally, we looked at many other comparable sites, locally and internationally to give us ideas and inspiration. 4. What are the biggest goals for this new site? Easy for everyone to navigate. We have subscribed to Google Analytics which we will begin to analyse once we have a few months of data following launch, and that will help shape the focus for further development and updates. 5. Tell us about what’s on the site? Can I still find the same resources as before? You can find all the same features as before, like About Us, Member Directory. But it’s also a resource which is full of interesting information, links to global affiliations and provides access to InterVIEW’s current and old issues. The members-only section contains papers

from the 2015 conference, which will be updated after future conferences. There is a jobs section, opportunities for sponsors and much more! 6. One thing that’s changed a lot is how events are managed. How can I manage my event attendance now? The events section clearly shows what’s happening each month in a calendar or list view; as well as important events coming up such as RAEWARDS. Event registration is very easy. Once you click on the event it takes you to the information about price, details, etc. It automatically lets us know you have registered, while an email will hit your inbox confirming your registration. 7. What are you most proud of about the new site? The new site ties in nicely with the new logo, and the look, feel and overall tone created for the RA giving us a refreshed identity. 8. You mentioned that the site is more involving for members than before. As a member, how can I be part of the site? On the strategic side we need collaborators to not only keep it current, but also develop new features and explore fresh ideas. We are always looking for help with creating edm’s, uploading events, photos, and overall streamlining the process so we don’t end-up with an outdated site. If you’d like to help, get in touch with us and we’ll welcome you with open arms. 9. What’s the vision for the future? A site that is the first point of contact for all research and insightrelated information, events, who is who, and news. All you can expect from a community of experts. 10. You’ve led this challenging project, but who else do we need to thank for their hard work and inspiration? This was a team effort, we couldn’t have done it without the amazing help of Claire Lloyd who has taken much of the tasks on-board, Sue Cardwell who has a great knowledge of content marketing, Rob Bree who patiently went through the needs from the Board’s point of view, and of course Maria Tyrrell and the comms team who helped us get there! 13


FEATURE

Shamubeel Eaqub 4 TIPS FOR GOOD TALKING

BlacklandPR recently awarded Shamubeel Eaqub its inaugural “Communicator of the Year” award. What makes him so good at talking? (Article sourced from Blackland PR) “Communicating is traditionally a small part of being an economist. But it is where the impact is the greatest. Even a great piece of work has limited value if people don’t know about it, how to use it or what it means for them. Good communication is a challenge for many professions and businesses. It’s hard enough being a technical expert; communication demands yet another set of professional skills. I don’t mind that people describe me variously as the “Zombie Town guy”, “New Zealand’s best-known renter”, “the guy who dropped an F-bomb on live TV” or, pleasingly, “that thoughtful economist”. Because having a profile means I have a platform to inform and engage in meaningful public debate.”

EXPERTISE “At the core of any communication is an idea that’s worth communicating. In my case, that’s expert knowledge about the economy and certain facets of it. I apply my expertise in a way that’s new or different from others. For example, I explored the issues of in14 InterVIEW June 2016

AN ECONOMIST’S SECRET TO TALKING equality through the lenses of home ownership and regional prosperity.”

TRANSLATING COMPLEXITY INTO SIMPLICITY “A big part of storytelling is in translating expert knowledge into simple and everyday language. Your messages and language should be authentically “you”, but free of jargon. Ask yourself: How would I explain this to a friend? Use active rather than passive language. Keep sentences short and to the point. For messages to have impact and longevity, they need some kind of slogan with an emotional tug. It serves as a “mascot”, especially for long running ideas. These slogans need to be layered, conveying more than the literal meaning. The term Zombie Towns came about from appearances I made on television current affairs shows. The good people of Whanganui were upset and did a good deal of protesting (including a Zombie march). This thrust the issue of regional decline into the spotlight. Generation Rent is not original, but it still neatly captures the consequences of inexorably rising houses prices and their implications, particularly for younger generation. The ideas that go with it are broad and complex but the slogan captures the essence.”

AMPLIFY “For messages to really get through, they need to be repeated. A long

campaign involves staying on message and retelling the story, but making it relevant for the present situation. I utilise multiple channels to amplify messages. Sometimes it’s a report, a book, a special feature in the paper, magazine feature or a media release. The propagation works best with traditional media, which is still the best way to get in front of a large audience. But this can be supplemented with social media. I rely on good relationships. I work hard to return calls and respond to email inquiries. By talking to journalists I can understand where they are coming from and give them context for my views. This reduces the chance of miscommunication. Most importantly, this approach means journalists will get in touch with you, rather than having to chase them when there’s something you want to say.”

KAIZEN “When it comes to good communication, there’s no finish line. It is a process of continuous improvement. I try to learn from each and every engagement. There is no neat formula, but some common themes. For each of us, communication is a special cocktail that is authentic, human and yet rooted in technical expertise. Put in the time and effort and you’ll see the results good communication can bring.”

Shamubeel Eaqub, CFA


NEW ONLINE ESOMAR GUIDELINES

ESOMAR/GRBN Global Guidelines for online research What they mean to us in New Zealand George Glubb, Research Now

You may or may not be aware that ESOMAR/GRBN have recently published new Global Guidelines for online research. They deliver a clear, concise and practical outline of the considerations to be made when conducting research online. The guidelines, formulated by some of the research industry’s most experienced minds, further legitimises and strengthens the role of online data collection and research within our industry. Whilst the guidelines speak more to common sense than anything too ‘theoretical’, there are a few simple points worth highlighting to ensure that, as researchers, we know the boundaries we should be considering when conducting online research. We have highlighted below a few key take-outs from the guidelines which are designed to focus researchers on doing the ‘right thing’ when it comes to conducting online research: • Researchers should be familiar with, and able to distinguish between, online research and commercial online activities. • There needs to be a clear out line of the research purpose and differentiation from other non-research online communi- cations.

• Online research participants must give informed consent to the researcher or online panel provider to take part in any research. These are the sort of common sense provisions outlined in the guidelines and provide a snapshot of what is involved. Of course there is a LOT more that forms the guideline in its entirety. At Research Now, clear and understandable guidelines around online research practices form a crucial backbone to our services. We often communicate the importance of quality online data and how it can add strength to the end results that our clients deliver. We have known for some time the key elements that form the basis of good online data collection and research, however despite this we also know that from time to time ethical boundaries can become slightly blurred when looking to reach the desired audience. With these guidelines in place researchers can be clear on what they need to consider and be comfortable that what they are looking to do does not contradict these common sense requirements. The guidelines also provide an opportunity for potential respondents to be clear on their rights and pri-

vacy if looking to be involved in research. As we know the collection of online data is an efficient and flexible methodology. With researchers looking to do new and exciting things online methodologies will become more and more prevalent in the research world. To have these clear, understandable and actionable guidelines in place provides us all with a yardstick for delivering the quality the industry deserves. Of course, online technology will continue to evolve. As an industry, we need to stay on our toes to maintain the highest possible standards and to ensure that these guidelines continue to remain relevant.

For further information, please contact George Glubb at : gglubb@researchnow.com or Elizabeth May at: emay@researchnow.com

15


5 TRENDS

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. 16 InterVIEW June 2016

THE POWER OF POOP YOUR OFFICE OF TH FUTURE

Rainwater feeding toilet ciste and solar panels powering bu ings may sound like they bel

Have you noticed the focus on... well... faeces recently? Sounds gross, right?

on your remote lifestyle blo but offices of the future co have these as standard. A how about algae that grows shrinks to control light and sh coming into the office? Before you turn your nose up in disgust, consider that personalised microbial care could be a big part of the future of your healthcare. It can even determine why some people get fatter than others! We have much more microbial DNA than human DNA in us, and scientists hypothesise that we’ve killed off a lot of it by not feeding the wee critters enough fibre. New therapies like faecal transplant (yes that’s exactly what it sounds like) seeking to replenish the troops have had surprising success ­though it’s early days.

Best of all, we could have mate sensors in every desk the chance to adjust our mic climate ­I can think of a few c leagues who’d love it!

But having our security tags planted in our skin sounds a too Matrix for me...


HE

erns uildlong

TRENDS

THE VERSAILLES MOMENT: AMAZING CORPORATE HEADQUARTERS

Meanwhile Louise Mozingo in the Economist describes Apple and peers’ cutting edge buildings as Silicon Valley’s “Versailles moment” ­and a cultural shift from the “garage startup” ethos of the Valley.

ock, ould And and hade

cliand crocol-

ima bit

OPEN WIDE, HERE COMES MEAL DELIVERY Meal delivery has long been limited to pizza and the local curry house, but that’s about to change. The Uber of food is here. Literally. UberEATS is one of several ventures in the US to take advantage of technology advances to revolutionise home delivered food.

BEHAVIOURAL ECONOMICS OF ROUND NUMBER PRICES We all hate having to pay extra, but we accept it ­and not in a rational way. Behavioural economists have taken a look at the cues that convince us to accept a surge fare of two, three or even nine times more than we’d normally pay on Uber, or bid on a higher priced item on Ebay. It’s to do with round numbers. The economists’ theory is that round numbers appear arbitrary. On eBay that means the seller will sell quicker, but on Uber it’s

(Relatively) locally, Fisher & Paykel have their own extravagant palace in their new experience centre in Sydney. UberEATS uses Uber cars to deliver food from premium chefs, on demand. Like Vizeat, which I’ve written about in this column previously, it’s a chance for chefpreneurs to reach your stomach more directly, and without the wasteful overheads of a restaurant.

more resented. Surge pricing of 2.1x looks more carefully calculated than surge pricing of 2x, and we’re more likely to pay it.

17


60 SECONDS

60

seconds

with Emily Bing

Who’s who in MR ... Emily is a new addition to the RANZ Executive Committee and to the InterVIEW team. Her career began at Roy Morgan in Melbourne, a low-paid intro to the industry that she supplemented by sewing alterations of Levi’s jeans in her spare time.

1. Friday night drinks? Meet me at: Ponsonby for a cocktail! 2. To relax, I: Read cookbooks, food magazines or online food blogs 3. InterVIEW is coming to dinner. I’m cooking: Homemade pappradelle with duck ragu, or gnocchi and a salad from the garden 4. My dream holiday is: Somewhere with a cosmopolitan city vibe, beach and sun… 5. An ideal weekend: A sleep in, jog, listening to Nice N Urlich on the radio, possibly a weekend mini-break out of Auckland…usually up to Kerikeri to help on our friend’s vineyard. 6. People who have inspired me recently: Sarah Wilson from ’I Quit Sugar’ – amazing, talented and super smart in her approach to quitting sugar

She moved to ORC International Melbourne for eight years working in commercial and social research, with a 1-year break in the middle to do the London OE thing and try her luck in a client side role.

7. The best thing I’ve learnt in my career is: Don’t take things too seriously and do what you can to be stress-less. Be generous with your time and knowledge, learn from your mistakes, and make the most of every opportunity you’re given.

After settling back in New Zealand in 2012, Emily joined Colmar Brunton, and has recently left to help Pureprofile launch their online consumer panel in New Zealand.

8. The MR innovation I’m most excited about: Really seeing big data in action to impute consumers’ responses into surveys and reduce survey lengths by half!

18 InterVIEW June 2016

9.My worst job was: Loading and stacking a van-full of firewood in the wood shed last weekend or scraping old lino off the bathroom floor… just the usual boring DIY home chores! 10. If I wasn’t a market researcher I would be: Opening a craft wine or pizza bar 11. Other researchers should contact me if: You would like to connect with real NZ and Australian consumers using an engaging online experience to understand what makes them tick 12. I love my life because: It’s the best! I love what I do and I’m lucky to have a loving husband, family, cat and friends who keep me smiling everyday.


SAVE THE DATE

W E N S THE board WHO’ Winifred Henderson (Chair) PRIME

Kay Bramley Horst Feldhaeuser UNITEC INFOTOOLS

Galina Mitchelhill BNZ

Jason Shoebridge Kantar Group

TNS

Vince Galvin Stats NZ

Nicola Legge IPSOS

MEMBERS Catherine Gordon Patrick Brannigan Jason Schoeman Victoria Fedotova

Richard Evans Nigel Green Rob McKibbin

Jo Secher Adrienne Quach Stu Eagle

Natalie Kudryashova Sean Peh

Henry Law Nicola Voice

Ivana Drinkovic Ninon Joubert Richard Wilde Janine Masters

Michael Chan Thomas James Tim Hannan Lisa Shelley

NIELSON Aaron Blair Tamer Mohamed

colmar brunton Shelton Lai-Lam Marie Quayle Richard Lara Nirmala Selvaraj

AWARDS Don’t miss this prestigious event!

Friday 2nd September 2016 at the Hilton in Auckland - starts at 6pm Pre-dinner Mix and Mingle will be from 6pm and the main dinner and event will take place from CLICK HERE 7pm.

PROFESSIONAL DEVELOPMENT 2016 WHAT

WHERE

WHEN

WHO

“Let us come to you” – enabling participant-centric conversations

WELLINGTON

02 August 2016

CLICK HERE

Perceptive (Chris Pescott)

FIVE KNOTS, AKL

10 August 2016

CLICK HERE

ThoughtFull design

TAKAPUNA, AKL

12 October 2016

CLICK HERE 19


Save the date for 2016 Research Association Effectiveness Awards

Friday, 2nd September 2016 FOR MORE INFORMATION VISIT OUR WEBSITE

InterView Q2 June 2016  
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