SURVEY Magazine - August 2015 by Survey Magazine

SURVEY market research bulletin

ALAN GOULD CHIEF EXECUTIVE OFFICER INSTANTLY

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SURVEY MAGAZINE; CEO SPOTLIGHT - ALAN GOULD

CEO SPOTLIGHT Alan Gould believes market research is on the brink of major change. Agencies are being asked to do more with less. Brands want insights on demand so they can keep up with real-time changes in consumer behavior across physical and digital retail. Everyone wants easy-to-use online tools that will help them dig deeper and move faster. As the CEO of Instantly, Inc., Gould is leading his company toward developing solutions to support this revolution and help push the industry into the future.

ALAN GOULD

CHIEF EXECUTIVE OFFICER

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Back in February of this year, the company took steps toward this vision, rebranding as Instantly and bringing its panel solutions (from former brand uSamp) and insights tools under the same roof. Now an audiences and insights solutions provider, Gould and his team are working to solve researchersâ&#x20AC;&#x2122; problems through a combination of high-quality sample and forward-thinking technology. Gould believes that the future of research will be won by companies that can provide brands with quality insights and key answers, not volumes of data that need to be parsed and analyzed. Instantlyâ&#x20AC;&#x2122;s strategy is to bring highly engaged, relevant consumer audiences to agencies and brands while using advanced technology to deliver insights about consumer preference, competitive threats, purchase behavior and media consumption. Brands face important questions about these issues each and every day, says Gould, and insights providers should be singularly focused on answering them in a manner that is quick, flexible and efficient.

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BETTER FEEDBACK. BETTER INSIGHTS.

A SURVEY AS UNIQUE AS YOUR AUDIENCE. Take away the labels. Take away the computers, the tech, the data, and you still have one thing: a person. People are at the heart of every data point gathered and every dollar spent. Inquisiumâ&#x20AC;&#x2122;s feedback management platform gets you closer to the unique individuals behind the data, so you can create the experiences they have been looking for. And best yet, Inquisium allows you to create survey programs that produce reliable insights for smart decision making.

GET TO KNOW INQUISIUM. inquisium.com/surveymagazine

Get Inquisitive

3 Ways to

Strengthen Your Organization with Inquisiumâ&#x20AC;&#x2122;s Survey Technology

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The word “inquisitive”

conveys a sense of curiosity, a desire to know something you don’t already know. That’s not all though. It’s the mark of those unaccepting of the status quo, those who long to find out not only what happened, but why it happened. It’s also the root of the linguistic inspiration behind Inquisium, our enterprise feedback management company formally known as Cvent Web Surveys. We refreshed our brand look and feel to more accurately reflect our clients and the ways we help them. Our clients are made up of organizations of all sizes. They hail from different industries and collect feedback for a variety of purposes—from employee engagement and customer satisfaction to training and development and post-event feedback. However, there is a thread of commonality that binds them all together: the value they place on using feedback to inform smarter decision making. Armed with firsthand insights, these organizations don’t have to rely on conjecture and guesswork -just

their own inquisition.

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SURVEY MAGAZINE: - AUGUST 2015: GET INQUISITIVE

Get Inquisitive

If this sounds like an ambitious standard for your organization, don’t be intimidated. We’ll discuss three ways your organization can use feedback to be more

3 Ways to

successful. We’ll also cover the essential survey

Strengthen Your Organization with Inquisium’s Survey Technology

features that make it easy to collect and analyze feedback on a consistent basis.

EMPLOYEE ENGAGEMENT

Employee Engagement

Anonymous surveys Survey twice/year Survey promotion

When it comes to employee performance, one fact remains undisputed: employee engagement is one of the most significant competitive differentiators in the marketplace today. Engaged employees don’t only boost morale and perpetuate a culture of high achievement—they are more productive, treat customers better, and actually improve their organizations’ bottom lines. Furthermore, when engagement is high, turnover is lower.

TRAINING & DEVELOPMENT 30-60-90 day marks Track credits, courses,scores & certifications

However, engagement doesn’t happen overnight, and it doesn’t happen by guessing at the factors that keep employees invested in their work and their workplaces. In order to discern what drives engagement, you must collect feedback from employees directly. By doing so, you can set engagement goals, make organizational changed based on employees’ feedback, and continually measure your progress.

CUSTOMER SATISFACTION SURVEYS Use Net Promoter Scores (NPS) Smooth Respondent Experiences No Longer than 5-10 minutes

Quick Tips: Make sure your surveys are anonymous and that employees know you won’t track their responses. Employees will respond more honestly and you won’t end up with disingenuous data. Conduct engagement surveys at least twice a year. Promote your survey and explain to employees why participating will benefit them.

Training and Development Using surveys for training and development purposes is also tied to employee engagement. A study by the Chartered Institute of Personnel and Development found that 95% of employers believe that training improves retention and, therefore, reduces costs associated with the recruitment and onboarding of new employees. It also ensures employees get the opportunity to fully develop the skills they need to be the best they can be at their jobs. However, investing in training and development programs requires a considerable investment on the part of organizations—that’s why it’s necessary to make sure your training and development programs are effective. With Inquisium’s survey technology, you can conduct regular assessments, and collect feedback and instructor evaluations through the training lifecycle 008

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to identify any gaps in your program. This helps fine tune and streamline your training initiatives so that your employees have the optimal skills they need to do quality work and feel engaged. Quick Tips: For a comprehensive analysis of your training program, conduct surveys at the 30-, 60-, and 90-day marks. In order to manage the training and development process with ease, look for a technology provider that can also track credits, courses, scores, and certifications.

Customer Satisfaction Surveys Once your employees are well-trained and engaged in their work, it’s time to complete the feedback loop, which leads us to customer satisfaction. This last piece of the puzzle is essential to shedding light on how customers feel about your organization’s customer service, customer experience, and product or service. You can even measure things like brand awareness, advertising campaign effectiveness and market potential for a new product. To be successful in today’s marketplace, organizations must capture customers’ wants, needs and satisfaction levels. It’s the age of the consumer, and technology has made it so consumers have endless options for where they get their information, what defines a superior experience, and how to exercise their purchasing power. If you want to foment your customers’ loyalty and win their repeat business, you must regularly survey them to keep them satisfied. Quick Tips: A reliable indicator of customer satisfaction is net promoter score (NPS). To measure it, ask customers, “How likely is it that you would recommend us to a friend or colleague?” Use a 0-to-10 point rating scale, and calculate your company’s NPS, take the percentage of customers who are promoters (9-10) and subtract the percentage who are detractors (0-6). In order to garner high response rates, make sure your survey respondent experience is smooth. Use survey logic to keep the survey relevant and a clean design that matches your brand. Try to make it so that your survey takes no longer than 5-10 minutes for respondents to complete. In your introduction, let respondents know how much time they should anticipate spending on the survey. Collecting employee and customer feedback and running effective training and development programs, will help to strengthen your organization, but only if you actually take action based on your survey data—something that is often easier said than done. When organizations fail to translate their survey efforts into marked organizational improvements it’s usually because their survey design, distribution or analysis processes are too complex or time consuming as a result of insufficient technology. Inquisium’s feedback management platform eliminates the inefficiencies in the survey lifecycle because it allows you to handle all of your survey-related tasks with a single tool.

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Get Inquisitive

3 Ways to

Strengthen Your Organization with Inquisiumâ&#x20AC;&#x2122;s Survey Technology DESIGN Survey Templates Question Libraries Advanced Question Logic DISTRIBUTION Email Marketing Contact Management Database

ANALYSIS Advanced Reporting Real-time Alerts Portals & Dashboards

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Survey Templates

Not all organizations have graphic designers on staff who can custom design their surveys from scratch. By having a variety of pre-built survey templates, you can pick one that matches your brand and import your own logos or graphics quickly and easily. You can choose from over 50 of our different graphical styles. But donâ&#x20AC;&#x2122;t worry, if you want to take the fully original route, you can use your own HTML design.

QUESTION

LIBRARIES

To collect accurate survey data, you need to pair the right questions with the right question types. This is why you need a technology provider that offers all types of question formats. Multiple choice questions, rating scales, open ended text boxes.

INQUISIUM HAS IT ALL

GET INQUISITIVE

DESIGN

And our comprehensive question library offers over 170 common survey questions from a variety of survey types, including employee engagement, customer satisfaction, and market research. We also have over 70 response sets that include states, months, number ranges, and satisfaction scales.

ADVANCED QUESTION LOGIC Advanced question logic is important because it personalizes the survey experience for respondents, ensuring they only see questions that are relevant to them. By allowing respondents to skip over questions that arenâ&#x20AC;&#x2122;t applicable to them, you can reduce drop off and increase completion rates. Inquisium has over seven types of advanced logic, allowing you to write surveys that are hyper-tailored to respondents.

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Distribution Email Marketing:

Gone are the days of pen and paper surveys. If you want to garner high response rates, you have to make it easy for people to respond. Since most people prefer to do things online and via email, sending out well-designed survey invites and reminder emails make the respondent experience more convenient. Inquisium’s email marketing software is mobile compatible and comes complete with customizable templates to match your brand. You can use data tags to personalize each email and run multiple campaigns with segmented lists, so the right audience gets the right message. You can also set up automated reminder emails to go to contacts that don’t respond or only partially complete your survey.

Contact Management Database:

Maintaining updated and accurate contact records is the key to ensuring your surveys reach the intended recipients. Not only can you import and merge your contacts from any source into Inquisium’s contact database, you can integrate Inquisium with Salesforce to gain complete transparency into your customer data (perfect for satisfaction surveys and market research!).

Analysis Advanced Reporting:

Without in-depth reporting capabilities, you won’t be able to dig into your data and use it to drive strategic decisions. Simple results reports are not enough to truly understand your audience and pull out important insights. Inquisium has over 75+ standard reports including cross tabulation comparisons, historical year-over-year analyses, cross survey reports, and Net Promoter Score. Inquisium also offers a text analysis feature, so you can better analyze answers to open-ended questions. With word clouds, ranked lists, and sentiment analysis, you can apply structure to unstructured data.

Real-Time Alerts:

Survey data is the most valuable when it’s acted upon quickly, especially when you’re dealing with unhappy customers. By following up immediately, you can apologize to customers, find out where your organization went wrong, and hopefully, convince them to give you another chance. With Inquisium, you can set up automatic email alerts at the question level or based on survey completions. Inquisium also allows you to set up different email alerts for different people in your organization depending on their involvement.

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Portals and Dashboards: When organizations fail to take action on their survey data it’s typically because the data is difficult to understand or the results are distributed to decision makers. For survey data to be effective it needs to be visually appealing, centrally accessible, instantly refreshable and easily customizable. Inquisium’s Portals and Dashboards allow you to publish live data visualizations on a private microsite. Stakeholders can log in and see sleek dashboards and create customized views. Using the dashboards, you can filter data, see up-to-the-second results and view trends over time. You can also create different access levels and permissions to make sure the accuracy of your data is preserved.

Ultimately, the sign of strong organizations is the desire to understand and make sense of the world around them. They seek answers when performance falls shy of expectations, but also when it surpasses them. They avoid complacency by staying curious and letting feedback guide their decision making. For more information on how Inquisium can help your organization, check us out at www.inquisium.com.

About Inquisium: Inquisium helps businesses of all sizes, across all industries create compelling feedback programs that glean actionable insights. With our easy-touse feedback management platform and specialized survey expertise, our customers are able to better understand the world around them. At Inquisium, we understand human connection like few other organizations - and since people are at the core of every data point, we have a big advantage over traditional survey companies. We’re actually a division of Cvent, a comprehensive event management platform. In addition to the many ways organizations use Inquisium, Cvent’s customers rely on our survey technology to help them collect feedback before, during, and after their events.

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TRENDS What’s Hot in Mobile ........................... 18 An in-depth look at mobile technology and product development that is shaping the mobile analytics and data acquisition landscape.

SOCIAL CONNECTION SURVEY ESSENTIALS In this Issue ......................................... 20 Get the inside scoop on our Cover Photography Sessions and the various magazine departments for this Special DATA DOMINATORS issue of SURVEY.

SURVEY Magazine Social Media Connections ........................................ 29 A glimpse of some of the interactivity and conversations about SURVEY Magazine around the social media stratosphere.

CROSSROADS BIG DATA On-Demand Webinar ........................... 22

AUGUST WEB ROUND-UP What’s Clicking: Some of our most popular online articles ........................ 27

See what articles and featured content are the most popular on the SURVEY Magazine webisties.

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This month, we’re featuring LG Electronics and MESH Experience Agency in a full CrossRoads On Demand Webinar Event. Don’t miss this exciting Thought Leadership from two fantastic speakers.

Measured Focused

Crafted

Quality does not come automatically. It takes years of experience, a fusion of know-how and talent to build trust. A knack for understanding customer needs, and the attention to detail that really make a difference. At Marketing Systems Group, we treat each of our customers uniquely. It’s how we do business. It’s how we became an industry leader. It’s why your next market research project should include us.

Because Quality Matters. 215.653.7100 | www.m-s-g.com | info@m-s-g.com

Marketing Systems Group

SURVEYMAGAZINE

CONTENTS.

D E PA R T M E N T S

A U G U S T, 2 0 1 5

SURVEY TECHNOLOGY Get Inquisitive 3 Ways to Strengthen Your Organization with Inquisium’s Survey Technology . . . . . . . . 0 3

S U R V E Y PA N E L S The Panel Community Hybrid Emerges . . . . . . . . . . . . . . . . . . . . . . . 3 9

The word “inquisitive”

NO ... NOT VW COMMUNITIES ... RESEARCH COMMUNITIES.

but why it happened. It’s also the root of the linguistic inspiration behind Inquisium, our enterprise feedback management company formally known as Cvent Web Surveys. We refreshed our brand look and feel to more accurately reflect our clients and the ways we help them. Our clients are made up of organizations of all sizes. They hail from different industries and collect feedback for a variety of purposes—from employee engagement and customer satisfaction to training and development and post-event feedback. However, there is a thread of commonality that binds them all together: the value they place on using feedback to inform smarter decision making. Armed with firsthand insights, these organizations don’t have to rely on conjecture and guesswork

Get Inquisitive

-just

community?

There are really three:

2 3

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Community research is more asynchronous – it’s typically done when the community member wants to respond. Members of a community are asked to be a bit more engaged and open in the kind of information they share. “Give us your thoughts on ___”. Or, “What do you think about ___”? And, community members can engage with each other, making it a highly socialized, interactive environment for research. The third difference is size. Historically panels are also quite large because they are really databases – and given how transactional they can be, members don’t know or really care. They don’t have any way of interacting with members. Communities can grow to be quite large too, but they typically skew a bit smaller.

State Your Strategic Purpose

Lots of terms swirl around the evolving process of leveraging customer feedback in an organized, systematic way, to improve your business. Voice of the customer, customer experience management (CEM), enterprise feedback management, are just a few names for this business imperative. The confusion about what to call it is less important than the desirable outcomes – improving customer loyalty and profitability.

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Members of a panel are typically more reactive (“Here’s a survey to take”). The research process is asynchronous – it’s done when it is convenient for the business and not the panelist.

What matters is that when it comes to leveraging these online groups for customer experience, the ideal is to use both or a hybrid form – the panel-community.

FEEDBACK COMMUNITIES

Strengthen Your Organization with Inquisium’s Survey Technology SURVEY MAGAZINE

between an online panel and a

The Panel Community Hybrid Emerges

their own inquisition.

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So what are the differences

Organizing your customers into panel-communities should be purposeful, since there are many ways to do it – and those decisions need to support the larger strategy of your CEM program.

Online panels and communities are often the means to obtaining feedback from customers and garnering valuable insights that will create lifelong relationships.

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SURVEY DESIGN How Strong are Your Questions . . . . . . . . 3 7 S P E C I A L F E AT U R E DATA DOMINATORS 2015 . . . . . . . . . . . . . . . . 6 1

Why Not Why?

I sometimes start the beginning of a focus group or IDI by saying “at the end of this session, I hope you don’t feel like you just finished having a conversation with a two-year old –

Marital counselors have been known to tell couples “never” ask ‘why’. Why you ask? Psychologists are quick to note that asking why can sometimes put the responder on the defensive and, quite frankly, people are not as willing to respond to what can feel like an interrogation tactic. In this scenario, ‘why’ is a conversation killer. Does the same hold true for qualitative research? It sometimes can.

Why? Why? Why?”

This usually gets a chuckle from participants – especially if they have small children at home. But, seriously, what’s so wrong with asking people why? Why do they buy one brand vs. another? Why do they like or not like a certain product (or ad)? Why do they do the things they do? Isn’t that what we’re hoping to learn? Isn’t this discovery the ultimate purpose of market research?

+ As an experienced moderator, I know first hand how easy it is to have ‘why’ be the first probing question that pops in your head (and sometimes out of your mouth). We even write why/why

DATA DOMINATOR

not probes into our guides! Sometimes these answers provide depth letting us feel like we just peeked behind the curtain in Oz but sometimes all we’re doing is starting a series of whys. We

MARCUS SILVERSIDES

ladder from the easiest or top-of-mind answer to - several whys later - a more insightful reason or, on the flip side, an exasperated “I don’t know.”

Operations Director

RESEARCH BODS

Clients using this approach have noted that some of the insights generated would have been unlikely to rise to the surface without the application of passive data collection methods alongside traditional techniques, making the technology invaluable to their research efforts. By combining all of these techniques big data becomes a reality rather than a pipe dream.

RESEARCH BODS

How strong are your

questions? 050

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+ So why is why so hard for consumers at times? For starters, most people don’t think about why they do the things they do every day.

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+ They just do them. So most moderators, myself included, don’t just ask the question each and every time – we’re a little more coy. We might ask: “Tell me more about that?” or say “Interesting …keep going.”

Matthew Murray House, 97 Water Lane Leeds, LS11 5QN enquiry@researchbods.com

+ It takes a thoughtful approach to question writing in your mod guide to work around the ‘why’ trap.

A B OU T M A RC U S SI LVE RSI DE S Data Management

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The Kamino Solution:

From there Marcus began his career in Data Management, quickly becoming involved in the selection and implementation of a CATI (Computer Assisted Telephone Interviewing) system. Since then he’s been involved in projects such as designing automated sample management systems to process and transfer data internationally. He is currently Operations Director at ResearchBods, where he oversees the complete operational needs of the company, with an ever-growing team of project managers and executives reporting directly to him.

051

During his role at ResearchBods Marcus has been crucial to the implementation and development of Kamino, the company’s passive tracking, GPS and beacon enabled app.

DATA DOMINATOR - MARCUS SILVERSIDES

Survey Buzz

Hot research topics and news . . . . . . . . . . . . . 2 4

Survey Web Round-Up

Updates from our online properties . . . . . . . . 2 7

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Marcus began his love affair with data back in 2000, when starting his working life in the sector as a Call Centre Supervisor at QA Research, whilst studying for a postgraduate qualification in Electronic Publishing at Leeds College of Technology.

“

ResearchBods is a digital research solutions agency so data technology is implicit to what we do. We push the boundaries with technologies such as our Kamino offering, which encompasses passive tracking, GPS and beacon technology allowing clients to gather real behavioural data rather than perceived behaviour, which helps give us a competitive edge.

LOCATION Leeds, UK 064

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“

CONTACT +44 (0)113 288 5995

“

The Kamino solution is the first of its kind in the research industry, allowing panel users to manage their account and participate in research tasks, whilst at the same time allowing passive collection of mobile usage data and is coupled with both GPS capabilities and beacon integration.

As analysis techniques & understanding grows Big Data will undoubtedly provide a holistic view of consumer purchasing and leisure patterns (and more besides) to deliver a much fuller, rounder picture of consumer behaviour than ever before. More so it will be grounded in actual behaviour rather than reported behaviour.

“

TO LEARN MORE ABOUT RESEARCH BODS www.researchbods.com

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F E AT U R E CEO Spotlight . . . . . . . . . . . . . . . . . . . . . . . . . . 0 2 Alan Gould, Instantly SURVEY MAGAZINE; CEO SPOTLIGHT - ALAN GOULD

ALAN GOULD CHIEF EXECUTIVE OFFICER

and key answers, not volumes of data that need to be parsed and analyzed. Instantly’s strategy is to bring highly engaged, relevant consumer audiences to agencies and brands while using advanced technology to deliver insights about consumer preference, competitive threats, purchase behavior and media consumption. Brands face important questions about these issues each and every day, says Gould, and insights providers should be singularly focused on answering them in a manner that is quick, flexible and efficient.

ch bulletin market resear

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CROSSROADS WEBINAR SERIES Realtime Experience Tracking Filling the Big Data Gap

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Live or On-Demand

Real-Time Experience Tracking: Filling the Big Data Gap OCTOBER 08, 2015: 1:00 PM EST Over 5 years ago, LG Electronics decided that their team needed to understand every experience that shoppers for TVs and Home Appliances were having with theirs and their competitors’ brands.

thousands of experiences captured in real-time via participants’ mobile phones. This enables LG to measure and benchmark the impact their marketing programs are having on shopper experiences.

Working with MESH using the award-winning Realtime Experience Tracking approach, LG has gathered an experience goldmine, containing hundreds of

Doug Loretucci, Director of Insights at LG Electronics and Fiona Blades, President and CEO of MESH explain how this all takes market mix modeling to another level.

www.SurveyMagazine.org/Webinars

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W H AT ’ S H O T I N

MOBILE

Wearable Gadgets Galore

Is wearable technology finally taking off? Some devices fared better than others in 2015. Since the introduction of wearable gadgets that can track everything from seizures to how much sunlight you soak up becomes the hottest theme in mobile technology. Wearables gain such huge popularity, as they are made both fashionable and functional. Activity trackers like the Fitbit and Jawbone Up, are still leading the industry of producing devices worn on the body, but companies increasingly pushed smart watches since 2014. LG and Samsung were among those that released watches running Android Wear, a new version of Google’s Android mobile software tailored for wearable electronics. Meanwhile, companies like Pinterest, Airbnb, and Groupon designed apps for the small screens. The highest-profile smart watch unveiled this year came from Apple in September 2014. Compared with most smart watches, Apple’s first wearable device looks more stylish and

EARLY ADOPTERS

thoughtfully designed, with a force-sensitive touch screen and a dial on its side that can scroll and zoom. The gadget, which will cost $349 in its most inexpensive configuration, had just come out this April.

The bumpy road to acceptance may be best illustrated by Google Glass, the headgear with a small head-up display, which was unveiled in 2012 as an experimental device and still hasn’t been released as a consumer product. Google maintains its commitment to Glass, but by late 2014 the gadget seemed to be taking a nosedive as early adopters—who paid $1,500 apiece—started losing interest, and companies like Twitter stopped working on apps for it.

Despite the overwhelming popularity of the wrist, some companies released wearables for other body parts since 2014, in an attempt to make intimate technology both useful and comfortable. For example, Startup OMsignal, started selling shirts that are knitted with electrodes that can track your breathing and heart rates. A device that snaps into a pocket on the shirt captures this information, along with your movements, and you can view details on an iPhone app. However, wearable devices of all kinds, especially ones that are more in-your-face, such as smart glasses, still have a long way to go before they become widely accepted.

By Rachel Metz on MIT TECHNOLOGY REVIEW

3 products you have to try 01 In Bid to Define Wearables, Google Offers Two Smart Watches Smart watches that take voice commands, issue timely reminders, and even let you order pizza from your wrist go on sale from Google.

01 018

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02 OMsignal Biometric Smartwear Smart Shirt. Smart App. Smart Results.

03 Jawbone® is a world-leader in consumer technology and wearable devices, building hardware products and software platforms powered by data science. Jawbone is also the creator of the best-selling JAMBOX® family of wireless speakers, the award-winning Jawbone ERA® Bluetooth® headsets, and NoiseAssassin® technology.

You may use other sample. But you wouldn’t take it home to mother.

Sure, there’s tons of online research sample to be had. But you wouldn’t brag about 99.9% of it to your clients. Only Full Circle offers HoNoRTM (Holistic Next-level Research): transparent, irrefutable proof that our approach to quality is worth sharing.

301.762.1972 t iLoveFullCircle.com

S U R V E Y COVERS

SURVEY

essentials.

WHAT TO KNOW ABOUT THIS AUGUST 2015 ISSUE

In this issue

It’s always nice to present our selection of outstanding talent in the research industry. This month we highlight our selection of the 2015 Data Dominators. Please take some time to learn more about these very talented people. Congratulations to the 10 recipients. Our cover is especially unique this month as we’re showcasing Alan Gould, CEO of Instantly. Alan has been very busy in the past year organizing the rebranding and re-positioning of the former uSamp organization. It’s an extraordinary effort for any organization and our hat is off to Alan and his entire company at Instantly. Congratulations, and much success. Up next month – 20 Researchers You Need to Know.

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tip

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Look for SURVEY TIPS in our featured articles and briefs throughout the issue. Guaranteed to keep your surveys in tip-top shape.

www.SurveyMagazine.org info@SurveyMagazine.org

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SURVEY is a uniquely positioned publishing company that connects with over 110,000 business leaders around the world. We provide Customized Media Solutions for business-tobusiness (B2B) partners to enhance their content marketing strategies, messaging, and lead generation efforts globally.

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THIS IS TECHNOLOGY EXCHANGE THAT DELIVERS.

CROSSROADS is a Executive Technology Exchange webinar series featuring major Technology Brands digitally through 2015. Experience true thought leadership and cutting edge Technology Exchange through live simulcast from your own office or meeting room. The premier Peer-To-Peer TECHNOLOGY EXCHANGE event series devoted to the open exchange of thought leadership programming for senior level executives across global industries. Connect with industry leading executives in our innovative executive “Thought Leadership” sessions. You’ll be amazed at the access that the CROSSROADS programming provides to our keynotes, presenters and panelists. We’re on-demand to meet you.. Don’t miss it!

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FIONA BLADES

CHIEF EXPERIENCE OFFICER THE MESH EXPERIENCE AGENCY

022 SURVEY MAGAZINE

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Live or On-Demand

thousands of experiences captured in real-time via participants’ mobile phones. This enables LG to measure and benchmark the impact their marketing programs are having on shopper experiences.

Working with MESH using the award-winning Realtime Experience Tracking approach, LG has gathered an experience goldmine, containing hundreds of

Doug Loretucci, Director of Insights at LG Electronics and Fiona Blades, President and CEO of MESH explain how this all takes market mix modeling to another level.

www.SurveyMagazine.org/Webinars

We Connect Brands and People Choose the people you need to reach

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UPDATE The Qual Sandwich For Researchers Who Are On No-Carb Diets

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Once upon a time, when most market research projects took three to six months to complete, we would often sandwich large quantitative studies between two slices of qualitative research. First, we would do focus groups to understand the language of the customer and to learn their attitudes and behaviors in their own words.

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Surveys are powerful research tools for collecting feedback. When crafted correctly, they illuminate valuable firsthand insights from respondents that would not be discovered otherwise. [ JUNE 2014 ]

Perhaps you’re kicking and screaming, but you’ve finally decided to alter your research design to capitalize on mobile devices. We refer to this as a “device agnostic” approach, a research design that empowers the consumer to self-select how they respond to a survey. [ SEPTEMBER 2014 ]

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Big Data is getting bigger. The Information Age is chugging on, creating vast swathes of rich data on all facets of private and business life. In its wake, the world is coming to terms with what this means in terms of potential and practicality. This new world offers so much opportunity, in theory. [ MAY 2014 ]

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THE POWER

OF PERSONALITY

The Personalities of Our Special Issues When I’m looking for a supplier of business services or a new product to integrate into our little publishing firm, I find myself more and more looking for personality… originality …. “spunk” and of course, quality. While being a small business gives us the flexibility to be a little more prone to risk, it also allows us to stay innovative and relevant. Being more relevant ... innovative. I guess that is why when we publish our special issues each quarter, (Technology Trendsetters, Data Dominators, 20 Researchers You Need to Know, and new this year – Mobile Monsters) we aim to bring out the personalities that our industry has such a vast wealth of.

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I’m always amazed at the talents, backgrounds and experiences people bring to the world of marketing research. We think that talent and personality should have a showcase. It’s about getting to know the personalities behind the marketing curtain and revealing the intrinsic value that the research community brings to the overall business environment.

Managing Data Effectively I brought new software programs to my companies and taught my teams how to manage data effectively and efficiently.

TALIA FEIN

Project and Data Manager KRC RESEARCH

I hope you enjoy the personalities we’ve showcased for you in this year’s selection of Data Dominators. We’ve selected 10 people, who truly have an abundance of PERSONALITY.

R. Jon Leiman

good for what types of questions. In the case of this research, we analyzed mobile behavioral data, including mobile app and mobile web usage, along with survey-based data to get a full picture of consumers’ behavior, experience, and attitudes toward mobile wallets. We also came away with new Best Practices for how best to manage passive mobile behavioral data, as it presents new challenges that are unique from managing survey data. Our clients are making big bets on new technology and they need the comprehensive insights that come from integrating multiple sources. We specifically sampled different sources because we know that—in practice—many of our clients are being handed multiple data sets from multiple data sources. In order to best serve these clients, we need to be able to leverage all the data sources that are at our and their disposal so that we can glean the best insights and make the best recommendations.

One recent example of this is CMB’s 2015 Mobile Wallet study, which leveraged multiple data sources and—in the process—revealed which were

733 Tenth Street NW Suite 500 Washington D.C. 20001 krc@krcresearch.com

KRC RESEARCH

A B OU T TA L IA F EIN Data Skills - Improving the Data Processes When I left CMB, I quickly became the survey and data expert among my new colleagues and the point person for all SPSS and data questions. But it wasn’t just my data skills that were being put to use. To me, data management is also about the process and the organization of data. In my subsequent roles I found myself looking to improve the data processes and streamline the systems used for survey data.

DATA DOMINATOR - TALIA FEIN When I first came to CMB, a research and strategy company in Boston, I was fresh out of undergrad and an SPSS virgin. In fact, I remember there being an SPSS test that all new hires were supposed to take, but I couldn’t take it because I didn’t even know how to open a data file. Fast forward a few months, and I had quickly been converted to an SPSS specialist, a numbers nerd, or perhaps more appropriately—a data dominator. I was a stickler for process and precision in all data matters, and I took great pride in ensuring that all data and analyses were perfect and pristine. To put it bluntly, I was a total nerd.

060

Publisher | Editor, SURVEY Magazine

DATA DOMINATOR

When I think about the future of the research industry, I imagine survey research as being the foundation of a house. Survey data and data management are the building blocks of what we do. When we do them excellently, we are a well-oiled machine. But a well-oiled machine doesn’t sell products or help our clients drive growth. We need to have the foundation in place in order to extend beyond it and prepare ourselves for the next big thing that comes along. And that next big thing, in my mind, is big data technology. There is a lot of data out there, and a lot of ways of managing and analyzing it, and we need to be ready for that. We need to expand our ideas about where our data is coming from and what we can do with it. It is our job to connect these data sources and find greater meaning than we were previously able to. It is this non-traditional use of data and analytics that are the future of our industry, and we have to be nimble and creative in order to best serve our clients’ ever-evolving needs.

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Talia Fein is a Project Manager/Data Manager at Chadwick Martin Bailey (CMB), a market research consulting firm in Boston. She’s responsible for the design and execution of market research studies for Fortune 500 companies as well as the data processing and analysis through all phases of the research.

LOCATION Washington D.C.

CONTACT (202) 628-1118

Her portfolio includes clients such as Dell, Intel, and Comcast, and her work includes customer segmentation and loyalty, brand tracking, new product development and win-loss research.

TO LEARN MORE ABOUT KRC RESEARCH www.krcresearch.com AUGUST 2015

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You know how you invest in your brand. How do people experience it? “A friend at work is recommending it”.

“Just heard it mentioned in this song!”

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NO, NOT VW COMMUNITIES ... RESEARCH COMMUNITIES.

The Panel Community Hybrid Emerges FEEDBACK COMMUNITIES Lots of terms swirl around the evolving process of leveraging customer feedback in an organized, systematic way, to improve your business. Voice of the customer, customer experience management (CEM), enterprise feedback management, are just a few names for this business imperative. The confusion about what to call it is less important than the desirable outcomes â&#x20AC;&#x201C; improving customer loyalty and profitability.

Online panels and communities are often the means to obtaining feedback from customers and garnering valuable insights that will create lifelong relationships.

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So what are the differences

between an online panel and a community?

There are really three:

1 2 3

Members of a panel are typically more reactive (“Here’s a survey to take”). The research process is asynchronous – it’s done when it is convenient for the business and not the panelist. Community research is more asynchronous – it’s typically done when the community member wants to respond. Members of a community are asked to be a bit more engaged and open in the kind of information they share. “Give us your thoughts on ___”. Or, “What do you think about ___”? And, community members can engage with each other, making it a highly socialized, interactive environment for research. The third difference is size. Historically panels are also quite large because they are really databases – and given how transactional they can be, members don’t know or really care. They don’t have any way of interacting with members. Communities can grow to be quite large too, but they typically skew a bit smaller.

What matters is that when it comes to leveraging these online groups for customer experience, the ideal is to use both or a hybrid form – the panel-community.

State Your Strategic Purpose Organizing your customers into panel-communities should be purposeful, since there are many ways to do it – and those decisions need to support the larger strategy of your CEM program.

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So what are some characteristics of a panel-community for a Voice of the Customer program? Customer Experience and Voice of Customer Panel-Communities Company directed Any size Private Invitation only Linked to other customer data Incentives for participation Research output Short-term project-based, or long-term for longitudinal projects

Other Panels and Communities User directed Typically large Public Open Anonymous Non-incented for participation User-generated content as output Ongoing

Your CEM program’s strategy should reflect how you recruit your customers into your panel-community. How you organize your customers here needs to support the goals and objectives of your CEM program. Customer Experience and Voice of Customer Panel-Communities can include the following types of customers:

CEM

Brand advocates – heavily engaged customers Existing customers – organized by proprietary customer segmentation model Targeted customers – prospective customers who purchase from competitor, lapsed customers Category enthusiasts – (e.g., restaurant, finance, carbonated beverages, automobiles, skincare) Hybrid composition – criteria for recruitment is a blend across different types of customers

Critical Success Factors When it comes to building and managing panel-communities for customer experience feedback, there are many critical success factors. These include recruiting suitable customers based on your research needs – and recruiting panelists into various customer segments – such as based on their value or their level of product use. You also want to generate emails and other communication to the panelists, create surveys that keep panelists highly engaged, invite the correct participants to take the surveys, ensure that your data from the surveys is accurate and measureable, and provide some type of rewards system. You will also want to build a panel home page that is designed with a welcoming and engaging design so that panelists feel like they are truly contributing to important feedback research. And the more you can automate the panel management process and functions, the easier it is to field your research and generate results.

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Time-Warner Music is one company leveraging a panel-community hybrid for customer experience feedback. It has more than 10,000 music fans who have expressed their willingness to make statements about their music habits and to answer questions about how they experience listening to music and purchasing albums. For example, the members are asked to assess how new advertising campaigns persuade their music purchases. Members have access to songs by new artists in video or soundfile format on the community website. Warner Music uses this feedback about its customer experiences to develop targeted advertising measures and optimize their advertising expenditures. The community feedback serves as an opportunity for Warner Music to try out new ideas before the actual market launch â&#x20AC;&#x201C; a process that saves the company from making expensive mistakes, The members are rewarded for their participation with bonus points that they can view at any time and trade in for products or for participation in raffles.

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NO, NOT VW COMMUNITIES ... RESEARCH COMMUNITIES.

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Put In the Effort Setting up a customer experience panelcommunity takes some effort. Getting organized is where the governance and some initial analysis or your customer base can reveal things about you your strategy. For example, how satisfied are your customers with your company and what is driving their loyalty? This can help you determine how many advocates, detractors, or “fence-sitters” to invite to your panelcommunity, to use the Net Promoter Score vernacular. Building the infrastructure to collect and report quantitative customer feedback is critical. This is where you set up the surveying and reporting system software to manage your panel-community. You decide which customers are going to be surveyed and you start collecting some initial data. Then you validate it before distributing it widely and seek to link the feedback data to your other enterprise or CRM data. Finally, it’s best to invest in a technology platform that can manage the panel-community program – everything from recruiting the customer members, to writing questionnaires, and hosting the online web site. The technology should easily integrate with your customer database, such as CRM software, to ensure you can build robust profiles of your panel-community members that link to purchase data. Having all the tools you need to in one platform – survey and data collection, member management, community tools, as well as the various requirements for reporting, analysis, and dashboards reduces the amount of effort needed to run a CEM program. The platform needs to align to a number of different types of a CEM programs – and there are no two alike.

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“Readers finally have the missing link within their grasp — the ability to link their existing customer metrics to share of wallet.” Neil Davey, Editor, MyCustomer.com

Customer Loyalty Isn’t Enough

Grow Your Share of Wallet The Wallet Allocation Rule is a revolutionary, definitive guide for winning the battle for share of customers’ hearts, minds, and wallets. Backed by rock-solid science published in the Harvard Business Review and MIT Sloan Management Review, this landmark book introduces a new and rigorously tested approach ”the Wallet Allocation Rule” that is proven to link to the most important measure of customer loyalty: share of wallet. Companies currently spend billions of dollars each year measuring and managing metrics like customer satisfaction and Net Promoter Score (NPS) to improve customer loyalty. These metrics, however, have almost no correlation to share of wallet. As a result, the returns on investments designed to improve the customer experience are frequently near zero, even negative. With The Wallet Allocation Rule, managers finally have the missing link to business growth within their grasp the ability to link their existing metrics to the share of spending that customers allocate to their brands. Learn why improving satisfaction (or NPS) does not improve share. Apply the Wallet Allocation Rule to discover what really drives customer spending. Uncover new metrics that really matter to achieve growth. By applying the Wallet Allocation Rule, managers get real insight into the money they currently get from their customers, the money available to be earned by them, and what it takes to get it. The Wallet Allocation Rule provides managers with a blueprint for sustainable long-term growth.

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“This is it! Finally, something definitive about what it takes to win the battle for share of customers’ hearts, minds, and wallets.” Peter Jueptner, EVP of Strategy and

New Business Development, Esteé Lauder Inc.

“Groundbreaking work for marketing leaders and a must read. The Wallet Allocation Rule is the next big thing!” Jim Welch, Director, PwC’s PRTM Management Consulting

“If your goal is market share leadership, this book is a must read!” Mary Jo Bitner, Professor and Edward M. Carson Chair, Arizona State University, Editor, Journal of Service Research

“They put the Wallet Allocation Rule to the test and it performs.” George Stalk, Senior Advisor, The Boston Consulting Group

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What is The Wallet Allocation Rule? The Wallet Allocation Rule is a revolutionary, definitive guide for winning the battle for share of customersâ&#x20AC;&#x2122; hearts, minds, and wallets. Backed by rock-solid science published in the Harvard Business Review and MIT Sloan Management Review, this landmark book introduces a new and rigorously tested approach - the Wallet Allocation Rule - that is proved to link to the most important measure of customer loyalty: share of wallet.

w w w. W a l l e t R u l e . c o m AUGUST 2015

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Little Data That’s Pretty

BIG

How to Turn Your Report into a Transformative Analysis

It’s a simple question with a pretty obvious answer... Would you rather be a thinking partner or a moderator? When I ask this question of people who do qual research almost everyone raises his or her hand for the “thinking partner” option. Interesting, because almost everything we do – from what we call ourselves to developing our skill set to our ultimate deliverable – has “moderator” written all over it. I think this is true for other marketing research disciplines as well.

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These are not “moderating,” they are consulting and THINKING skills. I’d offer up that we are all competing for transformative insights and that should be the focus – whether you’re a qualitative consultant, a quant company, analyst or branding expert. Clients look to us and other potential research partners to provide insights that will help them change and grow. They always have and always will. What clients really want and need are people who can: Give strategic and conceptual ADVICE TRANSLATE what just happened into something MEANINGFUL for them Light the path FORWARD

So how do we in qualitative elevate our game from moderator to thinking partner? First of all we need to change our vocabulary. Vocabulary is important. It positions what we do, who we are and what we deliver. We need to stop calling ourselves “moderators.” No one will change that vocabulary for us. We have to do it ourselves. I know we call ourselves “consultants” (as in the “C” in QRCA) but clients still call us moderators. I actually think “consultant” is too broad and slightly confusing. I now prefer the term “creative facilitator.” Changing vocabulary is a difficult and uphill task but I see it as essential. “Creative facilitator” sounds more interesting, thoughtful and skillful than “moderator.” “Moderator” will stay in our lexicon for a long time but I seriously feel it limits us – particularly in the face of sophisticated and highpowered competitors who are getting the ear of brand and insight clients. I would suggest that people in other research disciplines should think more carefully about what they call themselves.

Many of us – in all research disciplines – call what we give to the client at the end of the project a “report.” I’m now treating that as a swear jar word. I’m not using it anymore. I prefer the word “analysis.” “Report” is a word (like moderator) that has been around for a long time and will be difficult to shake unless we start doing it ourselves. This is a subtle thing but I think/hope it will continue to reinforce us as thinking partners.

Little Data That’s Pretty

BIG

How to Turn Your Report into a Transformative Analysis

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Moderators do reports. Thinking partners provide analysis. Reports tell a client what was said or heard. An analysis tells them what it means. In order to truly become better thinking partners, we need to spend more time developing our thinking skill set. What are the thinking skills we need to develop? I see four that can help someone in qualitative set themselves apart against any competition: Creative Facilitator: thinking of respondent interaction more as conversation than questioning, creating activities that intellectually and emotionally engage respondents and viewers. Translator: the ability to provide constructive meaning to clients...what are they really talking about and what does it mean to your client?

90% 10%

Strategic and Conceptual Analyst: framing or reframing what was heard into concepts that are both thought provoking and inherently intuitive. Storyteller: finding the story in your analysis and telling it as a story. Stories are remembered, but reports sit on the shelf.

How much training time do we – as qualitative practitioners – spend on getting better at leading discussions vs. translating, analyzing and turning that analysis into a transformative story for our clients? Maybe it’s just me but it seems we spend a lot more time talking about leading discussions than turning those discussions into something meaningful for our clients. I suspect other disciplines are similar in this regard. Roughly 90% of what a client hears in qualitative they probably know already. And I would say that we probably spend 90% of our time “reporting” on that 90%. That’s a moderator approach. That’s reporting. That doesn’t allow you time to more deeply analyze what you heard, conceptualize it and turn it into a story. Sometimes that’s okay. And it’s easy to rationalize yourself into thinking that’s really all the client wants. The other 10% is where the potential for transformative insights happens. It offers the potential to give your client a new way of thinking about what they already know. This is where your analysis can give them a conceptual insight that can change the way they look at an issue or category. You can reframe everything you heard around a bigger insight that opens the door for greater opportunity.

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Here’s what I try to do.... Spend 90% of my time on the 10%. It’s not always possible, but taking this type of approach will change the way you analyze what you’ve heard. And if you know you’re going to take this approach before the project, then you will naturally set up methods, techniques or activities that get to the big conceptual insight. You will be much more focused on the big transformative insights throughout the project and your analytical time won’t really be any longer than it is now. That is a thinking partner approach.

Jim started RealityCheck in 1996 after spending 15 years working for leading advertising agencies around the world. Whether Jim is moderating a focus group, conducting interviews, working in people’s homes, businesses or online, he has a natural ability to connect with people using humor and casual discussion that puts participants at ease and keeps viewers engaged. Jim’s experience coupled with a strong strategic and conceptual ability makes him a valuable resource to help solve brand architecture, positioning and communication issues for a wide range of of blue chip clients. Jim has been an active member of QRCA for 16 years. QRCA provides industry-leading resources that are essential to its members and the professionals who use qualitative research. As an association dedicated to advancing the discipline of qualitative research worldwide, QRCA’s nearly 1,000 global members apply their passion, creativity and experience to help clients tap into the power of qualitative marketing research.

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Thinking Partner Analytical Tips Writing a transformative analysis begins with building a foundation that’s based more on emotion, beliefs, identity and tensions. Start by reviewing your most emotive activity or exercise. This could be imagery from a group or online activity, photos from ethnography or a simple personification. I often start with whatever visual imagery is available and/or holds the most potential. Starting with this helps you to build a more emotive-based foundation. You may develop some themes around emotions, beliefs or identity and these can then become the lens you look through to analyze the rest of your data. Even if your project is to evaluate advertising or new product concepts, you can incorporate imagery (from scenes or visuals) that connected most strongly with respondents. You can use this to establish emotional connections (or disconnections) they had with the creative. Creating an analysis in this way will elevate it versus simply reviewing which ads/concepts were most liked or most relevant. Write down your instinctual feeling quickly. This could happen in a group or interview or immediately afterwards. If you have a visceral reaction to something you heard it is undoubtedly important. You reacted this way for a reason. I’m not just talking about big “aha” type moments. In fact, I’m talking more about feelings that struck you... the overall mood of a discussion. Think “transformation, transformation, transformation.” Focus on the conceptual insights that will represent transformation for your client’s brand or business. Don’t spend as much time on what they know already. The more you focus on transformation the fresher it will feel. Be sure you’re including conceptual insights in each of these four areas – emotions, beliefs, identity and tensions. If you are then your analysis will be lifted – even if your client isn’t asking for this. It’s possible to incorporate these into an analysis without calling them out overtly if that makes life easier for you. Organization is a big part of a thinking partner level of analysis. Giving clients a simple, yet elegant way of looking at things helps them and makes you look smarter. I’m convinced the ability to do this is learned and not innate with all of us. It’s a matter of practice and mindset. Finally, I believe in an impactful opening to an analysis. Hit them upfront with the big emotive or belief-based understanding that will get their attention and set the tone for the rest of the analysis. It should make them think a little differently right away. Then tell your story from there.

Being a Thinking Partner is better than being a

Moderator

When you become a thinking partner, some good things happen. You tend to get more interesting projects that often have bigger budgets. You get higher profile projects. Clients may want to know your opinion about specific issues. They may want to put you on retainer simply for your perspective. You may just build a reputation and a standard that sets you apart.

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Online Sample

Mobile Resear ch

t e g a wann

h s fre ive s s a P ring e t e M

Comm un Recru ity its

u r y o o n v e i c t p e s e r p H S E R F t a t Ge e c j r o p h r c e a e s r x t ne IHUTs & Diaries

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Multi-mode Recruiting

I sometimes start the beginning of a focus group or IDI by saying “at the end of this session, I hope you don’t feel like you just finished having a conversation with a two-year old –

Why? Why? Why?”

Donna Taglione Vice President Morpace dtaglione@morpace.com

How strong are your

questions? 050

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Why Not Why? Marital counselors have been known to tell couples “never” ask ‘why’. Why you ask? Psychologists are quick to note that asking why can sometimes put the responder on the defensive and, quite frankly, people are not as willing to respond to what can feel like an interrogation tactic. In this scenario, ‘why’ is a conversation killer. Does the same hold true for qualitative research? It sometimes can.

+ As an experienced moderator, I know first hand how easy it is to have ‘why’ be the first probing question that pops in your head (and sometimes out of your mouth). We even write why/why not probes into our guides! Sometimes these answers provide depth letting us feel like we just peeked behind the curtain in Oz but sometimes all we’re doing is starting a series of whys. We ladder from the easiest or top-of-mind answer to - several whys later - a more insightful reason or, on the flip side, an exasperated “I don’t know.”

+ So why is why so hard for consumers at times? For starters, most people don’t think about why they do the things they do every day.

+ It takes a thoughtful approach to question writing in your mod guide to work around the ‘why’ trap.

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Naomi Henderson, founder of RIVA and author of Asking Effective Focus Group Questions describes what I call the ‘why trap ’as: “asking a series of questions (even if only one in the series includes the word why) gets consumers into a mindset of ‘I ask, you answer’ rather than responding and interacting with the moderator and one another.” In this context, the discussion path often depends on the next “why” and is not a result of communication, interaction, and dialogue. While why can often be the most appropriate probe to a consumer response, it shouldn’t be the fall back response or the easy probe for every answer.

Whys closest friends

How and What if? > So if why isn’t always the best choice (just sometimes the easiest), what kind of questions should we be asking? Questions author Warren Berger (A More Beautiful Question) says some of the most successful people ask - What if? How? and, of course, Why? In his book, Berger shows how “questioning can help us identify and solve problems, come up with game-changing ideas, and pursue fresh opportunities.” “What If” is one such “beautiful queston” as it allows creativity to enter the conversation and gives the respondent permission to agree or disagree with the premise posed by the question. In Dr. David Forbes’ new book, The Science of Why, he provides details on “uncovering, understanding and targeting the emotional motivations that drive the actions of every consumer.” ‘How’ is a great question to bring Forbes’ idea to life. Asking someone “how” they do something rather than “why” they do it gets at underlying behaviors – not the reason for the behavior. Both “how” and “what if” are great ways to get below the surface and explore the rationale a typical consumer may have trouble articulating.

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The art of questioning is a popular topic and many might be wondering how to ask the questions that get to deeper meaning. But in the real world of focus groups and IDIs or in-home interviews, there are no “right” ways to ask questions and/ or probe answers. It’s up to the moderator to make the consumer feel at ease from the beginning of the conversation and to ask questions that follow a natural conversation flow. Journalists follow an age-old mantra of “Who?” “What?” “When?” “Where?” “Why?” and “How?” Any one of those questions can be a thought starter if asked in the proper context. More openended in nature, these simple one word questions encourage more expansive answers than closedended questions which can result in easy “yes” or “no” responses. Closed-ended questions certainly have their purpose and place, but moderators know first hand that open-ended questions encourage more conversation not just nodding and/or hand raising.

How strong are your

questions? But with all this talk about proper questions, it is important to remember that, sometimes, the moderator’s most powerful tool isn’t another question.

AUTHOR Warren Berger

It’s a pause in the conversation. A few second lull (that oftens feels a lot longer than it really is) provides an opportunity for someone else in the group to remark on a previously stated observation with their own twist. A good group discussion is not based on how many questions the moderator asks. A good discussion is based on how often the moderator can sit back and listen to the conversation taking place all on its own and not always question why.

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Without mobile your sample's not complete If your sample doesn’t include smartphone and tablet users, it’s not complete. SSI sample delivers mobile survey-takers via the top-rated QuickThoughtsTM app. QuickThoughts is multi-platform, global, and seamlessly integrated into SSI’s third-party verified sample blend. For sample that covers ALL your target populations. To view demos of our SSI QuickThoughtsTM solution and our mobile friendly survey design, visit: www.surveysampling.com/demos

® info@surveysampling.com

surveysampling.com

2015 DATA DOMINATORS WHAT THE EXPERTS ARE SAYING

MARCUS SILVERSIDES OPERATIONS DIRCTOR RESEARCHBODS

SANDRA KANG DIR. GLOBAL INSIGHTS CLOROX COMPANY

KEN BERRY PRESIDENT JIBUNU

DAVID MALAREK SVP, DATA SERVICES MARKETING SYSTEMS GROUP

TALIA FEIN PROJECT & DATA MNGR.

BIG DATA VS. SOCIAL

Our social climate is no longer predictable. It’s more like weather – with storms , droughts and tidal currents that influence temperatures miles away. It is the algorithm for predicting this ‘weather’ that will revolutionize our ability to create global product and services – and determine if they are of value. I believe that unfortunately, it will be difficult to predict our social weather with 100% certainty, but with smart tools, data, and information, we will at least know when to grab an umbrella.

Passively capturing

- Ken Berry, Founder, Jibunu

real-time mobile data means that clients are presented with actual,

Chadwick Martin Bailey

rather than reported, behavioural data. Subsequently this

can be married with

a multitude of other

COLETTE BOTHA SENIOR STATISTICIAN COLUMINATE

ERRIN TAYLOR VP, TECHNICAL SALES FOCUS VISION

PAUL JOHNSON DIRECTOR OF ANALYTICS SSI

KEVIN MOELLER EVP, RESEARCH UMWW

LISA WILDING - BROWN VP GLOBAL OPERATIONS INNOVATE

sources; for example point of sale data, loyalty card data,

Data technology

diary studies etc. to gain even deeper

insights.

is essential to our daily business. Data is the lifeblood of research; and being on the

PAUL JOHNSON One of Paul’s great qualities is his ability to translate complex statistical theories into relevant research solutions for colleagues and clients,” Bob Fawson,

Chief Access, Supply & Engagement Officer.

SSI

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data dominators 2015 Data is more than ever at the heart of our industry allowing us to target, analyze, respond and measure consumers and their behaviors with precision never before available

2015 AUGUST 2015

cutting edge of research technology is what we do.

ERINN TAYLOR VP, Technical Sales

FOCUS VISION WORLDWIDE

DATA DOMINATOR - ERINN TAYLOR Discover. Understand. Act.

FocusVision combines powerful quantitative and qualitative research tools to give you deeper insight into consumer behavior. Get everything you need to make better business decisions, all in one place.

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DATA DOMINATOR

Data technology is essential to our daily business. Data is the lifeblood of research; and being on the cutting edge of research technology is what we do. Technology advancements are allowing us to reach more respondents than ever and gather more data through expanded mobile touch points and in the moment feedback.

FOCUS VISION WORLDWIDE 1266 East Main Street Stamford, Connecticut 06902

A B OU T ERI NN TAYLOR

“

NEW OPTIONS IN TECHNOLOGY

THE BIG DATA AGE

Advancing technology is permitting new options for gathering insights and reduced costs to get in the minds of global consumers via web enabled interviews and life-entrenched diaries via video and mobile, and giving access to new participant senses that were previously difficult to invoke.

Digestion will be the key to Big Data usage; and it will get there. Advancements in screening and segmenting data will be important, as will improving methods of handling and analyzing large amounts of audio/ video and text based sentiment.

We will be folding and chunking Big Data into smaller cubes using Quantitative methods, then gleam the deeper message with direct Qualitative options.

LOCATION Stamford, CT.

“

CONTACT (203) 961-1715

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The impact will likely be truly focused services and marketing; the cost may be some level of lost privacy.

TO LEARN MORE ABOUT FOCUS VISION WORLDWIDE www.focusvision.com AUGUST 2015

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Managing Data Effectively I brought new software programs to my companies and taught my teams how to manage data effectively and efficiently.

TALIA FEIN

Project and Data Manager Chadwick Martin Bailey

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DATA DOMINATOR

were good for what types of questions. In the case of this research, we analyzed mobile behavioral data, including mobile app and mobile web usage, along with survey-based data to get a full picture of consumers’ behavior, experience, and attitudes toward mobile wallets. We also came away with new Best Practices for how best to manage passive mobile behavioral data, as it presents new challenges that are unique from managing survey data. Our clients are making big bets on new technology and they need the comprehensive insights that come from integrating multiple sources. We specifically sampled different sources because we know that—in practice—many of our clients are being handed multiple data sets from multiple data sources. In order to best serve these clients, we need to be able to leverage all the data sources that are at our and their disposal so that we can glean the best insights and make the best recommendations.

Chadwick Martin Bailey 179 South St. Boston, MA 02111 info@cmbinfo.com

One recent example of this is CMB’s 2015 Mobile Wallet study, which leveraged multiple data sources and—in the process—revealed which

A B OU T TALIA FEIN Data Skills - Improving the Data Processes I recently returned to CMB after a four-year hiatus. When I left CMB, I quickly became the survey and data expert among my new colleagues and the point person for all SPSS and data questions. But it wasn’t just my data skills that were being put to use. To me, data management is also about the process and the organization of data. In my subsequent roles I found myself looking to improve the data processes and streamline the systems used for survey data.

LOCATION Boston MA

CONTACT (617) 350-8922

Her portfolio includes clients such as Dell, Intel, and Comcast, and her work includes customer segmentation and loyalty, brand tracking, new product development and win-loss research.

TO LEARN MORE ABOUT

Chadwick Martin Bailey www.cmbinfo.com

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MARCUS SILVERSIDES Operations Director RESEARCHBODS

DATA DOMINATOR - MARCUS SILVERSIDES Marcus began his love affair with data back in 2000, when starting his working life in the sector as a Call Centre Supervisor at QA Research, whilst studying for a postgraduate qualification in Electronic Publishing at Leeds College of Technology.

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Passively capturing real-time mobile data means that clients are presented with actual, rather than reported, behavioural data. Subsequently this can be married with a multitude of other sources; for example point of sale data, loyalty card data, diary studies etc. to gain even deeper insights. This enables the client to build a holistic 360 view of their customers. Naturally this can be complemented with traditional forms of research data, such as quantitative studies. Clients using this approach have noted that some of the insights generated would have been unlikely to rise to the surface without the application of passive data collection methods alongside traditional techniques, making the technology invaluable to their research efforts. By combining all of these techniques big data becomes a reality rather than a pipe dream.

RESEARCHBODS

Matthew Murray House, 97 Water Lane Leeds, LS11 5QN enquiry@researchbods.com

A B OU T MARCUS SILVERSIDES Data Management

The Kamino Solution:

From there Marcus began his career in Data Management, quickly becoming involved in the selection and implementation of a CATI (Computer Assisted Telephone Interviewing) system. Since then he’s been involved in projects such as designing automated sample management systems to process and transfer data internationally. He is currently Operations Director at ResearchBods, where he oversees the complete operational needs of the company, with an evergrowing team of project managers and executives reporting directly to him. During his role at ResearchBods Marcus has been crucial to the implementation and development of Kamino, the company’s passive tracking, GPS and beacon enabled app.

“

LOCATION Leeds, UK

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CONTACT +44 (0)113 246 9994

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TO LEARN MORE ABOUT RESEARCHBODS www.researchbods.com

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KEN BERRY PRESIDENT JIBUNU

DATA DOMINATOR - KEN BERRY When talking about Big Data, itâ&#x20AC;&#x2122;s important to remember that the final patterns are not yet established. In the age of Big Data marketing and viral web content, the data we are looking at to tell us what the masses are doing is also being used to influence what the masses are doing. This makes it harder to get the pulse as the pulse is changing faster than it ever has.

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DATA DOMINATOR Ken is a pioneer in the area of database driven online survey platforms for the research industry. Jibunu’s roots as a software solutions company have given Ken and his team the ability and know-how to solve countless technology needs beyond basic online surveys. Ken has been doing the seemingly impossible, making pigs fly, in the market research world since starting Jibunu in 2003. Since founding the company, Ken has introduced new advancements in online research technology, pushed the envelope with innovative ways of asking questions and conducting research online, and constantly stayed on the forefront of new technology as it emerged. He continually engages his team to revolutionize market research technology based on the pulse of industry trends. While developing what he considers to be the most versatile survey system that exists, he was among the first to program online conjoint, segmentation and other algorithm based survey delivery and

calculation systems. When Flash survey instruments were in high demand, Ken and his team took on the challenge to quickly develop tools to make surveys more engaging for the respondent and exciting for the researcher. His focus on the respondent experience, in addition to the researcher’s data collection needs, has led to new features and functionalities that shine across all devices, changing the landscape of what other researchers had accepted as mobile limitations. He continues to develop survey tools to result in shorter LOI, better data, and happier respondents – leading to happier researchers. Jibunu is a result of Ken’s relentless drive to solve problems for others. He is able to look at problems in different ways, considering multiple paths before deciding on what is best approach for his client. He is not afraid to think outside the box when it comes to approaching new trends in software and web development or market research.

JIBUNU

285 Central Street Leominster, MA 01453 kberry@jibunu.com

A B OU T K EN BERRY Predictability - No Longer a Social Climate

Leadership in Data:

It’s no longer a social climate that has relative predictability. It is more like social weather, with storms and droughts and all parts of it influencing each other. It is the algorithm around predicting this weather that is going to revolutionize our ability to create products and services that the world needs as well as predict whether they will even give our next idea a second look. Unfortunately, I believe it will be as hard to predict as the actual weather and there will never be a way to have 100% certainty of what is to come. At least we’ll get a good sense of when we should grab an umbrella.

“

Ken and his team took on the challenge to quickly develop tools to make surveys more engaging for the respondent and exciting for the researcher.

“

LOCATION Leominster, MA.

CONTACT (978) 537-5510

Jibunu is a result of Ken’s relentless drive to solve problems for others.

In this age of HTML5, CSS3, and 24/7 mobility, Ken and his team of engineers combine innovation with sound business practices to deliver data collection technology that meets emerging needs. TO LEARN MORE ABOUTJIBUNU www.jibunu.com

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COLETTE BOTHA

Senior Statistician

Columinate

DATA DOMINATOR - COLETTE BOTHA How do you believe Big Data will shape our business world, decisions, and/or behaviors in the future? Big Data will continue to play a growing role in decisions businesses make. Big Data, if used correctly, will enable businesses to make more informed, faster decisions, differentiate themselves from the competition and ultimately become the market leader.

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DATA DOMINATOR Colette has been working as a statistician in market research for over a decade and brings a wealth of knowledge to the table. Academically she holds a BCom Hons. in Statistics from the University of Pretoria, South Africa. She worked as a Senior Statistician for 9 years at a research house specialising in traditional offline methodologies before moving to Columinate, a specialised digital marketing research agency, two years ago. Colette has been involved in a variety of projects in numerous industries and she has an excellent command of a myriad of statistical and analysis techniques. What sets Colette apart from any other statistician is her ability to use data to find actionable insights for clients. Working closely with a team of researchers, Colette has worked with countless survey data files, some with as little as 200 variables to more complex files with variables in the tens of thousands. One single survey project had over 80 000 respondents in the data file and Colette’s only limitation to working with the data file was her computer’s processing abilities.

to assist with the automation of many analysis techniques within in the company and continues to assist the research team to remain extremely agile in delivering insights to clients. Whilst many statisticians work against deadlines which include days or weeks, Colette has managed to reduce the time taken to provide insightful analysis to a matter of hours. Her work at Columinate has also led her to work with much larger data sets that require innovative analysis in line with the unique techniques digital data collection has brought to the market. Colette is a wife and also a mother to two little girls. When is she is not doing magic with her data files she enjoys cooking and baking for her family. Colette is extremely meticulous and analytic and her contributions to Columinate are invaluable. Balancing so many variables, including those that relate to being a mom and wife, one simply cannot resist asking the question: “How does she do it?” Colette attributes her achievements to hard work, excellent planning, thorough quality controls and while she is much to humble too admit it, talent.

Whilst Colette’s skills are mainly honed for the market research industry and survey related data, she has applied her knowledge of various technologies

Columinate

A B OU T C OLET TE B OTHA How do you describe the value of data technology?

Data Scientist:

Any organisation that wants to continue doing business should incorporate data technology. Not using data technology in your organisation is akin to making decisions blindly. Whilst data technology for market research is continuously evolving, it is clear that organisations will look to technology to more swiftly mine the data they work with on a daily basis.

“

I do see Big Data incorporated with research data to bring insights in a more holistic manner and to incorporate data from various sources. I also see the value in research automation and data mining automation becoming paramount. LOCATION Randburg, SA

“

CONTACT +27 11 782 7246

“

100 3rd Avenue, Linden Randburg 2104 South Africa info@columinate.com

“A lot of investment will most certainly go into these technologies, however the role of data scientists, statisticians and analysts will be equally important.”

That being said, the role of the data scientist or person used to ensure the data is being interpreted correctly will, for the foreseeable future at least, remain crucial.

“

TO LEARN MORE ABOUT COLUMINATE www.columinate.com AUGUST 2015

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EDWARD PAUL JOHNSON Director of Analytics SSI

DATA DOMINATOR - EDWARD “PAUL” JOHNSON If you wonder why SSI’s Paul Johnson is a data dominator, start with the fact that he followed up a BS in Actuarial Science with an MS in Statistics for which his thesis topic was Predicting Maladaptive Behavior with Bayesian Ordinal Regression. Most impressively, given a few minutes with an audience of non-statisticians, he could almost certainly get them excited about Bayesian Ordinal regression!

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DATA DOMINATOR Some of Paul’s innovations have made a big difference to SSI’s quality and efficiency, says Fawson. For example he optimized SSI’s router technology to improve its efficiency while minimizing the risk of bias, he enhanced SSI’s MaxDiff solutions and has created a system which matches SSI panels to 3rd party sources to enrich the panel data. (Oh – and did we mention he speaks Mandarin Chinese too?) A frequent speaker and writer on analytics topics, Johnson’s commitment to the industry is evident in his many leadership roles. He coordinated router simulations for the ARF FOQ2 quality initiative, is a member of the PAPOR executive council and is a dedicated supporter of initiatives such as the Sawtooth Software Marketing Analytics Consulting Challenge. This event which SSI co-sponsored with 3M this year, gives students an opportunity to compete to solve a real-world research problem.

Johnson is determined to pass on his passion for data and research to the next generation of research analysts. Johnson is convinced that data will continue to move closer to the core of SSI’s business as passively collected data and big data of all types becomes increasingly important. “Big Data will really help us analyze what people do as opposed to what they say they do. Where it will fall short unless combined with survey research is in answering the ‘Why?’ and ‘What if?’ questions. Still, knowing what you are missing today is half the battle sometimes when looking at where you need to go tomorrow.”

SSI

3300 N Ashton Blvd Lehi UT 84043, Suite 350 info@surveysampling.com

A B OU T EDWARD “PAUL” JOHNS ON Traslating Complex Statistical Theories:

Passion:

“One of Paul’s great qualities is his ability to translate complex statistical theories into relevant research solutions for colleagues and clients,” says Bob Fawson, SSI Chief Access, Supply and Engagement Officer. “It’s no wonder he is in such demand to speak at industry events.” Johnson recently worked with Gongos Research on a project to attack the pervasive problem of overly-long questionnaires. The underlying algorithms involved in breaking questionnaires into chunks and stitching the data back together were complex, but Johnson engaged researchers using an analogy of “cyborgs and monsters” to make the complexities clear.

“

Making decisions based on real data rather than gut instinct helps any business including the market research industry move forward with fewer mistakes and more insights

“

LOCATION Lehi, UT.

CONTACT +1 801-379-4017

“

Johnson has been at SSI for almost a decade. He started out as a data processor for Western Wats, which later merged with SSI, and he now runs SSI’s research analytics team. He’s passionate about the power of data.

Adding that SSI’s recent heavy investment in technology “really allows us to process the data in a timely and cost-efficient manner

“

TO LEARN MORE ABOUT SSI www.SurveySampling.com

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SANDRA KANG Associate Director, Global Insights - Sense & Respond THE CLOROX COMPANY

I believe Big Data will evolve into a conversation more about the “right data”.

How do you describe the value of “data technology” to your business? Data Technology represents the opportunity to make decisions or activate in a more meaningful (powered/infused with data), automated or turnkey way. It also helps businesses make more informed decisions faster, more holistically. And the technology allows us to free up people/resources to dedicate their time and skills to more valuable work.

DATA DOMINATOR - SANDRA KANG Long-time data veteran Sandra Kang has a diverse range of data and insights experience including financial services, corporate finance, and digital marketing analytics and strategy. More recently prior to Clorox, Sandra consulted with various clients across finance, pharma, CPG and fashion to enhance marketing strategies and performance analytics through the creative application of data. Currently, Sandra is leading Clorox’s innovative work around sense and respond insights and analytics.

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DATA DOMINATOR Data is the new marketing currency and key to winning with the right consumers at the right time with the right message. We all know this yet for traditional 100+ year old mass marketing companies like The Clorox Company this is no small change, which is why we need people like Sandra Kang. Transforming a company to become a realtime, relevant and personalized marketing machine needs change agents and people with deep digital, data, analytical and insights expertise. Sandra just happens to be one of those people…not only in terms of skill, but also in passion. Only at the Clorox Company for a little over a year she has already made significant impact in this incredibly important and challenging space. She has led the charge in creating a more robust approach to hypothesis development and real-time measurement to ensure that as we are testing and learning we have the right tools, data and plans in place to learn quickly, effectively and feed those learnings back into the business quickly. This approach allows us to capitalize on the rich data that we now have access to and instead of being overwhelmed by its volume and complexity, have a clear plan for how to best structure the data, utilize it and analyze it for insights to drive our businesses.

Sandra has also played a key leadership role in bringing on a DMP for Clorox, which is a first and an incredibly exciting step forward into having better access and management of the rich data available in order to drive actionable insights and better hypothesis generation. In fact, one of the kernels for this idea came from many of Sandra’s conversations with business partners early on showing examples of how access to this kind of data can unleash surprising and even sometimes contradictory insights for our brands to test and learn against. This type of forward thinking immediately showed big opportunity for testing and learning our way into new growth vectors, finding new microtarget consumers and experimenting with new messaging all with a faster learning loop. Already we have several examples of some of our brands exploring new microtargets with relevant messaging to HH penetration and growth.

THE CLOROX COMPANY 1221 Broadway, Oakland CA 94612 Sandra.kang@clorox.com

A B OU T SANDR A KA NG

“

Analytic Foundation:

Re-Imagine:

Sandra’s firm analytical foundation was instilled in her from the very beginning, while leveraging data analytics for Financial Services companies, but she struggled with the often times abstract applications of her work. One serendipitous evening while at dinner with her sister-in-law, she was introduced to the world of digital marketing and Sandra’s trajectory was forever changed. Ever since that night, Sandra has been on a nonstop mission to enhance brand and consumer experiences with the strategic application of data science and art. Furthermore, the explosive growth of marketing technology has brought new life and energy to her mission.

More than ever, she is inspired by the possibility of the future - re-imagine how a brand goes to market, redefine the consumers we strive to reach, reframe what it means to learn and optimize. She is thrilled to be a part of this transformation at Clorox, helping to explore this new world of data, technology and tools all while remaining true to their 102 year old heritage.

Sandra is all about balance. While some data ninjas are all about the data almost to a fault, Sandra guides the team on how and when to use specific types of data to meet the business objectives in the best way possible.

“

LOCATION Oakland, CA

CONTACT 510-271-7000

“

It’s so easy today for everyone to get caught up in the ability to just A/B test in digital using behavioral data as metrics and while Sandra is certainly a big proponent of that she also knows it’s often not the right approach. TO LEARN MORE ABOUT THE CLOROX COMPANY ww.Clorox.com AUGUST 2015

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DAVID MALAREK Senior Vice President, Sampling and Database Services MARKETING SYSTEMS GROUP

“

We’re always

commenting among ourselves ‘We have

all of this data – how else can we use it to create viable and useful products?

“

DATA DOMINATOR - DAVID MALAREK MSG is a technology company and we’ve always embraced and created new technologies. From our various sampling systems to our ARCS and Pro-T-S telephony products, we strive to be innovative. For instance, we’re now looking into marrying panel data with third party consumer data, to append individual and household level demographics. The resulting data could be used to create models and identify different trends and behaviors, both on a household and individual basis.

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DATA DOMINATOR Think DATA. It’s the keyword that epitomizes David Malarek’s nearly 30 years at Marketing Systems Group, where he was an architect and primary developer of the GENESYS Sampling System. For the first time, survey researchers could design and generate statistically sound RDD sample frames completely on their individual PC’s. It’s something we take for granted today, and we have David to thank for leading the way. “During the late 1980’s and early 1990’s, it certainly was a challenge to develop sophisticated software/database products that ran on PC’s with only 4 MB of RAM and 30 MB hard drives. Fun times!” David also developed GENESYS for DEC VAX and HP3000 mini-computer platforms. He still oversees maintenance of all current GENESYS sampling databases and manages relationships with a number of database vendors, including providers of commercial consumer and business “big data.” Because data is an integral

part of MSG’s value proposition to customers, David focuses on the locating and vetting of new data sources that could be used to enhance existing products or develop new ones. “Big Data is today’s new catch-phrase. Big data consists of structured and unstructured data (i.e. social media data). While our focus has historically been with structured data, we’re dabbling with social media data, looking for ways to identify very small and specific segments of the population that our clients could then survey. There are plenty of data sources out there – especially of late. The trick is to find the ones that have consistent and accurate data, offer value to our clients, and don’t break the bank.”

MARKETING SYSTEMS GROUP

A B OU T DAV ID MA L A REK David Knows Big Data

In-House Data Design

David Malarek manages MSG’s large consumer and business databases, US telephony databases, US geography and demographic databases (including US Census and third party providers), and US Postal address data for Marketing Systems Group. He was an architect and lead developer of the GENESYS Sampling System, the first wholly contained RDD sampling and database tool for standalone desktop computers.

“

We develop our own database access routines internally, we can store, manage, update, and access our mission critical databases in the most efficient manner possible.

Marketing Systems Group

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LOCATION Horsham, PA.

755 Business Center Drive, Suite 200 Horsham, PA 19044 dmalarek@m-s-g.com

CONTACT (215)653-7100

“

At MSG, instead of purchasing canned, off-the-shelf DB management software, we use tools such as Microsoft SQL to design and manage our own databases.

We don’t simply re-sell all the data we purchase. In many instances we use the data as ‘raw materials’ to create finished products that are useful and valuable to the Survey Research industry. This is something MSG does very well.

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TO LEARN MORE ABOUT MARKETING SYSTEMS GROUP www.M-S-G.COM AUGUST 2015

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KEVIN MOELLER EVP, Head of Research UM WORLDWIDE

DATA DOMINATOR - KEVIN MOELLER In his role of EVP, Head of Research, Kevin leads UMâ&#x20AC;&#x2122;s North American research team, overseeing the development of actionable insights, tools and custom research projects. He is responsible for the vision, product and implementation plans of the resources necessary to align insights and measurement plans that help put UM at the forefront of data excellence in the industry.

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DATA DOMINATOR Prior to joining UM Kevin spent 2 years as the Executive Director of Research and Analytics at Media Behavior Institute, the founders of USA TouchPoints. As part of the launch team that started MBI and brought it to the US, Kevin was responsible for research, analytics, client service, data integrations and data fusion products. The innovative methodology of USA TouchPoints, a mobile-diary survey leveraging consumer locations, social settings, activities and emotions, helped advance the industry’s knowledge of receptivity and the proper moments to connect with consumers. The service supported such leading industry media properties as Disney, Turner, ABC, AMC and all major agency holding companies.

Kevin is a member of the Experian Advisory Board, Council for Research Excellence, CIMM, and regularly speaks at industry events hosted by organizations such as the Advertising Research Foundation (ARF). He has written several research papers, most recently an essay published as part of the Digital Metrics Field Guide 2015.

UM WORLDWIDE

100 W33rd street NY NY 10001 New York, NY. 10001 Kevin.Moeller@umww.com

Kevin’s past work experience includes six years as Vice President at MediaCom, U.S., leading their New York research discipline, as well as positions at Discovery Communications and the Nielsen Company.

A B OU T K EV IN MOELLER Best-In-Class

The Heart of Our Industry:

He has advanced key research services and productized offers to create best-in-class data solutions that merge syndicated, proprietary and clients-centric data into a dynamic research. With over ten years of agency experience, Kevin brings a deep knowledge of media planning and data management to UM’s advanced analytics practice.

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Technology permits the democratization of data enabling all who are inclined to organize, investigate and learn from those behaviors resulting in a media industry focused on unlocking business opportunity for marketers.

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LOCATION New York, NY

CONTACT 646-376-1789

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“Data is more than ever at the heart of our industry allowing us to target, analyze, respond and measure consumers and their behaviors with precision never before available”.

Big Data is revitalizing the research industry by creating enthusiasm and demand for the development of more precise tools used by increasingly innovative thinkers.

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TO LEARN MORE ABOUT UM WORLDWIDE www.umww.com AUGUST 2015

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With a unique combination of customer experience (CX) software, data and research science, deep vertical market expertise and managed program services, MaritzCX brings together everything needed to help you manage and continuously improve your customer experience results. Global in scope: 900+ Fulltime Employees

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EVENT CXMasters: CX Pros to Advance Careers and Programs at New Training and Certification Event

FocusVision Expands in London, Moves to Larger Office Space MaritzCX announced CXMasters™, an intensive career development event for customer experience (CX) professionals who want to expand and validate their skills, increase customer loyalty, and earn professional recognition. CXMasters will be held September 14-17, 2015 in Salt Lake City.

ANNOUNCEMENTS Confirmit Puts the Spotlight on Location-Based Customer Insight Location and Beacon Triggering solution harnesses context-rich, in-the-moment feedback Confirmit has developed a Location and Beacon Triggering solution which will enable users of Confirmit Horizons to harness mobile, location and beacon technology to better understand and act upon ‘inthe-moment’ customer behavior as part of a Voice of the Customer (VoC), Voice of the Employee(VoE) or Market Research (MR) program.

Listen to the Podcast >> www.Researchradio.org

FocusVision, a leading qualitative and quantitative market research technology firm, is moving its London office to a larger location. The company, which recently received an American Business Award for Company of the Year and was named a FastestGrowing Company of the Year in the 2015 International Best in Biz Awards, has nearly tripled its employee base over the last 12 months. In addition, the company’s revenue has grown 148.5 percent over the past three fiscal years.

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The London office has added several new staff members in both account management and business development positions. The new offices are located at 1-11 Carteret Street London SW1H 9DJ. The main office number is + 44 (0) 207 227 4350.

Richard Collins, Managing Director for FocusVision EMEA, said, “”I am delighted that the London team has continued to

GMO Research expands panel reach in China Signs strategic alliance with Ignite Vision Holdings GMO Internet Group company, Asia’s premier market research solution platform provider GMO Research, Inc, has agreed to form a strategic capital and business alliance with China’s leading Ad network – Ignite Vision Holdings. GMO Research’s China Cloud Panel will now become the number one panel in China in terms of reach with the capability to meet the highest levels of demand from US/EU region clients. Despite a huge gap between the penetration rate of online surveys in Japan

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strengthen the team and outgrown our office space once again and everyone here loves the new location, next to St James Park.”

and China (online surveys account for 46% (*1) of all market research in Japan, whereas online survey is still rarity in China), overall sales generated by the China branch of GMO Research, GMO E-Lab Marketing Research, grew over 200% in 2014 from the previous year. This may be due to clients shifting to online surveys from conventional offline survey methods such as mail surveys or focus group interviews with the aim to reducing costs and achieving a quick turnaround of results.

Integration of Instantly into Viggle App Will Drive Viggle Revenue and Increase Users’ Opportunities to Earn Rewards While Enhancing Instantly’s Measurement of Mobile Ad Effectiveness Instantly™, the world’s largest audiences and insights platform for market research firms and Fortune 500 brands, and Viggle Inc. (Nasdaq:VGGL), the entertainment marketing and rewards platform, announced that Instantly will leverage Viggle’s registered user base of 10 million people to measure the impact of mobile advertising within the Viggle app. Additionally, Viggle users will now have new opportunities to earn Viggle points by participating in Instantly-supplied market research and ad effectiveness studies. Viggle points can be redeemed for a wide range of rewards including music, TV shows, movies, eBooks and audiobooks.

NEWS

InstantlyTM and Viggle Seek to Grow Mobile Audience and Enhance Measurement of Advertising Effectiveness Through New Partnership

SoapboxSample: Back-to-School spending is a major boon for retailers Back-to-School spending is a major boon for retailers, second only to the winter holiday shopping season. Today SoapBoxSample released their 2015 Backto-School infographic, revealing the latest trends in consumer spending. Mobile and online trends are continuing to change the face of back-to-school shopping. Parents are likely to do more than half of their back-to-school shopping online, especially Millennial parentse.

Listen to the Podcast >> www.Researchradio.org

How Ypulse is Making Market Research Millennial-Friendly… and Getting Results Kinesis Survey Technologies LLC (Kinesis), the established world leader for future-proof market research solutions today announced it will co-host a webinar with Ypulse – the leading authority on Millennial tweens, teens and young adults – to discuss how to make market research millennial-friendly. The 30 minute webinar will take place on Thursday, September 17th, 2015 at 10 am CDT. AUGUST 2015

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