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Connections Conference Paper Abstracts MRS Annual Conference 22-24 March 2006, Barbican, London

Connections

Conference Paper Abstracts

MRS Annual Conference 22-24 March 2006, Barbican, London

Connections Conference Paper Abstracts MRS Annual Conference 22-24 March 2006, Barbican, London

Disclaimer There may be occasions when changes in content, speakers, timing and location have to be made for reasons outside our control. MRS accepts no responsibility for the opinions of speakers or any other persons expressed at its events.

Introduction

Welcome to Research 2006 Connections, the 49th MRS Annual Conference, to be held at the Barbican London on 22-24 March. In this booklet you will find abstracts of the various papers and sessions of the conference, written by the presenters. The abstracts appear in the order in which they take place during the Conference. (Please see Contents Page overleaf).

The theme of the conference reflects the fact that research occupies a central role in marketing services and social policy, by connecting people and ideas and business or policies. This represents

a consolidation of research on a new, higher level, and follows on from the last three years of the

Thought Leadership Revolution at the MRS Conference. We are also already looking forward to next year’s Jubilee Conference, which you will hear some news about during this year’s conference.

We hope that you will enjoy and find value in the abstracts in this book and that you will come to the conference to hear the papers and attend the other sessions and the social events. Among the other highlights of Research 2006 are keynote addresses from the Chairman of Chime Communications Plc, Lord Tim Bell; Professor Adrian Furham, Professor of Psychology at UCL; and Richard Reed the co-founder of Innocent Drinks.

You can also read more about this year’s conference on our Discussion Board, on www.mrs.org.uk/res06/discussion.htm where you can also find a link to the full programme.

I would like to take this opportunity to thank my Co-Chair, Philly Desai (Turnstone Research and Consultancy) and the other members of the Conference Programme Team for all their hard work:

Neil Swan (Synovate), Corrine Moy (GfK-NOP), Jeff Deighton (Ipsos MORI), Michael Warren (COI) and Mark Horton (Northcliffe Newspapers).

I hope to see you at the Barbican.

Horton (Northcliff e Newspapers). I hope to see you at the Barbican. Kevin McLean Chairman Research

Kevin McLean

Chairman

Research 2006 Programme Team

Horton (Northcliff e Newspapers). I hope to see you at the Barbican. Kevin McLean Chairman Research
Contents Thursday Main Hall Thursday Theatre Thursday The Hub Morning   4 Researching the Board
Contents Thursday Main Hall Thursday Theatre Thursday The Hub Morning   4 Researching the Board

Contents

Thursday Main Hall

Thursday Theatre

Thursday The Hub

Morning

 

4

Researching the Board Michelle Norman, Synovate UK

16 Reading and Writing: The Forgotten 12 million Jon Cohen, Rosenblatt Ltd

24 Your Career: It’s a Game of Strategy Training Workshop led by Paul Cushing, RPCushing Recruitment

5

Measuring the Value of Insight. It Can and Must be Done Steve Wills and Sally Webb, Customer Insight Solutions Ltd

 
 

17 Crossing the Cultural Divide:

 
 

Access to Justice for Ethnic Minority Communities Karen Saunders, COI and

 

6

Is WOM Just a Buzz? Simon Chadwick, Cambiar LLC

Penny Roy, Turnstone Research and Consultancy Ltd

 

and Ed Keller, Co-author of ‘‘The Influentials’’

18 From Cohort to Communications:

 

Connecting with the Over 50s

 

7

Measuring the Success of Word of Mouth Paul Marsden, Enterprise LSE

Fiona Wood, COI and Jill Armstrong, Stimulating World

8

Open Source Thinking: From Passive Consumers to Active Creators Graeme Trayner, Opinion Leader Research

Afternoon

 

9

Marketing to the Connected Generation Neil Samson, Family Kids and Youth and John Conlon, Nickelodeon

19 PVRs: Why Ads Work on Fast Forward and the Implication for Assessing TV Campaigns Dr Alastair Goode, DUCKFoOT Research and Development Ltd

25 How to Market Your Agency Training Workshop led by David Foxon, COI

26 The Web of Insights: The Art and Science of Webnography Training Workshop led by Anjali Puri, AC Neilsen ORG-MARG India

27 Connecting with America and Americans Training Workshop led by Hy Mariampolski, Qualidata Research Inc

10

Childhood Obesity:

and Julian Dobinson, Sky Media:

 

Issues and Insights Elspeth Bradley, Kellogg’s and Marie Laver, HPI Research Group

 

British Broadcasting Ltd

 

20 Knowing Your Blogs from Your Pods Simon Andrews, Big Picture

 

11

The Family Inheritance: Are Attitudes to Advertising Kept in the Family? Ian Brace, TNS UK and Dr Julie Tinson, University of Stirling

21 Access Panels: The Conditioning Issue? Trixie Cartwright and Martin Oxley, TNS and Clive Nancarrow, Bristol Business School, UWE

12

IPA Touch Points: A New Era in Integrated Media Planning Graeme Griffiths, TNS Media and Lynne Robinson, IPA

22 The Power of Conjoint Analysis and Choice Modelling in Online Surveys Ray Poynter, Virtual Surveys

 

13

 

Motivation to Media: Bridging the Gap Between Research and Media Planning Simon Barker, Synovate Censydiam UK and Malcolm Hunter, Vizeum

23 Pilgrim’s Progress? How the Consumer Makes Complex Decisions Nick Watkins and Dr Miriam Comber, GfK-NOP Financial Division

Progress? How the Consumer Makes Complex Decision s Nick Watkins and Dr Miriam Comber, GfK-NOP Financial
 

14

Researching Lifestyles of the Gay and Lesbian Communities Helen Croxon, Channel 4 Research and Sarah Bridgman, OMD

15

Pitch, Performance and Profit, Part One Chaired by Marc Brenner, Research Magazine

Friday Main Hall

Friday Theatre

Friday The Hub

Morning

 

28 Pitch, Performance and Profit, Part Two Chaired by Susan Rogers, Rogers International

35 The Cost of Cliché: Charts I Never Want to See Again Nick Southgate, dfgw

40 Gaining a Competitive Advantage with Online Panels Training Workshop led by Pete Comley, Virtual Surveys

 

36 Connecting with Clients: Rethinking

 

29 Culture, Communications and Business: The Power of Advanced Semiotics Katja Maggio-Muller, Procter & Gamble and Malcolm Evans, Space Doctors

the Debrief Mike Imms, Mike Imms & Partners in Development and Audrey Niven, Listengroup

30 The Value of Peer Research Anna Pierce and Jaime Rose, Ipsos MORI Participation Unit

31 Reconnecting the Prime Minister Roy Langmaid and Charles Travail, Promise Plc

Afternoon

32 Bringing the Customer into the Heart of a Technology Business Mark Uttley, AOLUK and John Scott, KSBR Brand Futures

37 Connecting with Elizabeth: Using Artificial Intelligence as a Data Collection Aid Craig Kolb, Ask Afrika and Dr Peter Millican, Oxford University

33 Connecting People Across a Continent: Mobile Communications in Africa Jokke Eljala and Keith Bailey, Nokia and Jane Gwilliam, Research International Qualitatif

38 Demystifying Blogs: Embracing Objective Conversations Carmen Aitken, Ipsos MORI and Will Corry, The Marketing Blog

Connecting Insight with the Organisation: Knowledge Management Online Luke Allen, Nunwood Consulting and Corrine
Connecting Insight with the
Organisation: Knowledge
Management Online
Luke Allen, Nunwood Consulting
and Corrine Green, Nokia

39

34 Packing a Punch: Using Packaging as Effective Advertising and Communication to Build Your Bottom Line Chris Sinclair, Ipsos MORI and Andy Knowles, JKR

Line Chris Sinclair, Ipsos MORI and Andy Knowles, JKR 41 Video Ethnography: Learning How to Conduct
Line Chris Sinclair, Ipsos MORI and Andy Knowles, JKR 41 Video Ethnography: Learning How to Conduct

41 Video Ethnography: Learning How to Conduct Observational Research Using Film Training Workshop led by Nick Leon, Naked Eye

Paper Researching the Board Michelle Norman, Synovate UK Rarely does market research shape Board-level decisions

Paper

Researching the Board

Michelle Norman, Synovate UK

Rarely does market research shape Board-level decisions at a major plc. But when £1.1 billion marketing services company, Aegis Group, faced the need to evaluate the performance of its Board it turned to its own leading research agency, Synovate.

What began as a compliance measure soon turned into an initiative to drive performance improvement. Drawing upon the research conducted, Michelle Norman – Managing Director of Synovate UK – will explore the principles of Board effectiveness, the role of research in evaluating them and, ultimately, its ability to enhance Board performance and company strategy.

In response to the Combined Code on Corporate Governance (a directive to all listed companies) Aegis Board Chairman, Lord Sharman, tasked Synovate with conducting an evaluation of the Board, its committees and its individual directors. Having successfully researched the key metrics and met the FSA’s criteria, both Lord Sharman and Michelle Norman felt that the research could be taken further.

Lord Sharman and Norman worked in partnership to design a research programme that would explore all aspects of the Board’s effectiveness, identifying gaps between current performance and best practice and pinpointing key areas for improvement. To inform the questionnaire, contributions were sought from across the business in order to ensure its alignment with company objectives. Not only were views sought on the Board’s collective performance but on that of individual directors – some of whom had never experienced peer review before. Analysis

4 Thursday Main Hall

yielded tactical information for addressing individual performance issues, gave new focus for development efforts and even generated the creation of new appointments. In the course of this illuminating paper, Michelle Norman will demonstrate the importance of research in driving board performance, the challenges inherent in such a project and the impact on the profile of MR.

This paper sits naturally with the premise of connections, in particular the relationship between research and business success; the Aegis Board Evaluation research identified key priority areas for the business and provided recommendations for tackling them. It also explores a new connection between research and the boardroom – one that can be leveraged for future use.

Paper Measuring the Value of Insight. It Can and Must be Done Steve Wills and

Paper

Paper Measuring the Value of Insight. It Can and Must be Done Steve Wills and Sally

Measuring the Value of Insight. It Can and Must be Done

Steve Wills and Sally Webb, Customer Insight Solutions Ltd

Do researchers really want to be the pro-active, consultant level professionals that they so often claim? Or are they actually happier in a reactive role, applying their professional skills to meet the demands of others? If it is the former, then they will have to acquire much greater commercial acumen.

Client-side Customer Insight teams are at a crossroads. They have developed significantly over the last 2 or 3 years into multi-disciplinary teams bringing together insight from multiple sources including market research, database analytics and customer and market intelligence. And they have placed much greater emphasis on the onward communication of insight within their organisations. But still these new teams remain primarily reactive, demand led functions, simply operating at a higher level. The next few years will determine whether they will develop into the kind of proactive drivers of business value that they have the potential to become.

But how can Customer Insight teams become proactive drivers of business value? A central factor in whether they succeed will be the need, and opportunity, to transform the value of what they deliver by mastering the skill of measuring the value of insight.

After reading this paper, if there are just 3 messages that everyone should take on board, they are these:

Customer insight is a strategic asset. As such, any business has a responsibility to exploit it to deliver maximum shareholder value. any business has a responsibility to exploit it to deliver maximum shareholder value.

In order to deliver maximum value you have to measure it. to measure it.

The key to measurement is to learn to talk pounds, not percents. pounds, not percents.

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Measuring the value will deliver benefits to the company, to the insight team, and to agencies and third party suppliers. More to the point, expressing results in terms of value is probably the most crucial difference between what consultants do, and researchers don’t do.

This paper is the result of a project undertaken by the Customer Insight Forum. It puts forward the argument for value measurement, and looks at the barriers to valuation as well as practical solutions that will make insight valuation a reality.

Paper

Is WOM Just a Buzz?

Simon Chadwick, Cambiar LLC and Ed Keller, Co-author of ‘‘The Influentials’’

and Ed Keller, Co-author of ‘‘The Infl uentials’’ Word of mouth. The most under-rated form of

Word of mouth. The most under-rated form of marketing in the modern age or just another transatlantic buzz-phrase? A huge amount of ink and conference air is being expended on Word of Mouth Marketing (WOM) but do we know how it works, if it works differentially based on category, subject or br why it works? A leading American WOM agency admits that it is not quite sure how it works, but that it does.

How far does a marketing message reach through word of mouth? To whom? Does it make a difference if the person spreading the message is an Influential? And is that category-dependant? (After all a person who is an automotive Influential may not be an IT Influential).

Ed Keller (and his co-author Jon Berry) can rightfully claim to have been pioneers in the identification of Influentials and in the study of who they are and how they operate. What is not so well known is how the messages that they promote spread and proliferate. Is one Word of Mouth Marketing Unit (WOMMU) as good as another? This paper intends to shed light on these questions through the conduct of an unique experiment.

Imagine having a 3 million person Internet panel where all the panellists were recruited virally – i.e. it was “member get member”. And imagine that this panel has been scored for Influentials. Now imagine being able to introduce into a select, stratified portion of this panel a series of messages, promotions and products and being able to track how those messages spread through the remainder of the panel – how far, how fast and by what routes.

The authors have exclusive access for this purpose to the Luth Research SurveySavvy panel in the United States, a panel whose

SurveySavvy panel in the United States, a panel whose 6 Thursday Main Hall recruitment system relies
SurveySavvy panel in the United States, a panel whose 6 Thursday Main Hall recruitment system relies
SurveySavvy panel in the United States, a panel whose 6 Thursday Main Hall recruitment system relies
SurveySavvy panel in the United States, a panel whose 6 Thursday Main Hall recruitment system relies
SurveySavvy panel in the United States, a panel whose 6 Thursday Main Hall recruitment system relies
SurveySavvy panel in the United States, a panel whose 6 Thursday Main Hall recruitment system relies
SurveySavvy panel in the United States, a panel whose 6 Thursday Main Hall recruitment system relies
6 Thursday Main Hall
6 Thursday Main Hall

recruitment system relies entirely on member-get-member and is therefore ideally suited to the study of WOM or viral marketing. We intend to conduct a series of controlled experiments using the panel to answer the questions posed above. To be honest, we do not know where these experiments will lead us. All we know is that the results cannot fail to fascinate as we seek to provide answers to very fundamental questions.

Paper

Measuring the Success of Word of Mouth

Paul Marsden, Enterprise LSE

We provide data showing that customer word of mouth recommendation rates predict sales growth for retail banks, car manufacturers, mobile phone networks and supermarkets in the UK. The more customer recommendations a company can elicit, the higher the sales growth for that company.

A telephone survey of a random sample of 1256 adult consumers in the UK found that word of mouth recommendation levels were statistically significant predictors of annual 2003-2004 sales growth (Pearson’s correlation coefficients of r=.484 and significance of p < .01).

Word of mouth recommendations are linked to sales performance in the UK; the higher the proportion of customers likely to recommend to sales performance in the UK; the higher the proportion of customers likely to recommend a company, the higher the sales growth (Pearson’s correlation coefficient r=.484, p < .01).

Companies with a relatively high proportion of customers who would recommend them included HSBC, Asda, Honda with a relatively high proportion of customers who would recommend them included HSBC, Asda, Honda and O2, and these companies grew faster than their competitors.

Companies with a relatively low proportion of customers who would recommend them included Lloyds TSB, Sainsbury’s, with a relatively low proportion of customers who would recommend them included Lloyds TSB, Sainsbury’s, Fiat and

T- Mobile, and these companies grew slower

than their competitors.

Overall, a 7 point increase in net recommendations correlated with in net recommendations correlated with

a 1% increase in growth.

Customer satisfaction scores were not found to be linked to sales performance; word of mouth recommendations, not customer satisfaction appear to to be linked to sales performance; word of mouth recommendations, not customer satisfaction appear to drive growth.

Given the relationship between word of mouth recommendation levels and business performance, we suggest word of mouth should be first and foremost measured in terms

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of word of mouth recommendation rates.We also suggest that the role of market research in word of mouth management should not be limited to data collection; market research can actually create word of mouth by listening to, involving and engaging customers in the development of new products and services really worth talking about. Moreover, through a powerful phenomenon known as the Hawthorne Effect (the effect that market research has on turning participants into word of mouth advocates) market research can drive business performance directly. By engaging customers with brands through market research, businesses create word of mouth advocates; and the more word of mouth advocates they create, the higher their sales growth.

We conclude by suggesting that if the answer to creating word of mouth lies in customer involvement and customer engagement, then market research is uniquely placed to achieve this. Of all the communication channels in marketing, only market research is based on listening, on dialogue rather than monologue. Market research enhanced by the Hawthorne Effect maybe a powerful tool for driving business performance, but it is more than that; it is the first step towards really walking the marketing talk; putting the customer, not the marketer at the centre of marketing. Forget PR stunts, pass-it-on advertising and stealth campaigns, the future of word of mouth marketing, indeed marketing itself, is market research.

Paper Open Source Thinking: From Passive Consumers to Active Creators Graeme Trayner, Opinion Leader Research

Paper

Paper Open Source Thinking: From Passive Consumers to Active Creators Graeme Trayner, Opinion Leader Research This

Open Source Thinking: From Passive Consumers to Active Creators

Graeme Trayner, Opinion Leader Research

This paper will outline how the market research industry needs to adapt to the new relationship between people and organisations.

New information and communications technology are allowing people to become creators as well as consumers, and providing them with the platform for direct and unmediated conversations with organisations. It has given people the means to move from being passive consumers to active creators.

This new relationship can be best understood through the prism of ‘open source’ thinking. Originally a concept from software programming, ‘open source’ thinking revolves around everyone having the opportunity to input into the development of an entity, whether that be a product, service or organisation. Successful ‘open source’ initiatives revolve around co-creative communities that bring together a sponsoring organisation and interested parties to meet a common goal. Openness leads to best results.

This represents a major challenge for the market research industry as we are too attached to ‘closed source’ thinking. We too often connect with people as passive respondents, rather than as active creators. In contrast to ‘open source’ approaches that emphasise ceding power, our way of working is based on a tight model of command and control. Moreover, smart organisations and engaged consumers are seeking out and creating their own co-creative communities, which undercut the need for traditional mediators such as researchers.

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We need to adapt our practices and approaches to reflect this new environment. Learning from the success of co-creative communities, we need to re-frame the relationship between the researcher and the researched. We should connect with people as ‘lay’ strategists, involve them in debate on the implications of research, and give them a greater sense of recognition. Importantly, we should demonstrate that our approach to recruitment for research can ensure that ‘open source’ initiatives are not just the preserve of active aficionados or determined detractors.

The market research industry needs to constantly remind itself of the new needs and interests of creative consumers. We must meet people’s need for their identity to be recognised, their voices to be heard, and for respect to be given. As we move forward in the new open source world, we should constantly seek out ways to meet these needs, and harness people’s imagination and creativity to the greater good.

Paper

Paper Marketing to the Connected Generation Neil Samson, Family Kids and Youth and John Conlon, Nickelodeon

Marketing to the Connected Generation

Neil Samson, Family Kids and Youth and John Conlon, Nickelodeon

Meet the ‘connected generation’, that is anyone who has been online since infancy, able to work the video, or rather DVD since they were 3 years old and for whom convergent technology is a reality not a dream.

and for whom convergent technology is a reality not a dream. A typical member of the

A

typical member of the ‘connected generation’

is

a primary school aged boy or girl, whose

bedroom is an Aladdin’s cave of gadgetry including a CD player, computer and TV with DVD player. These children have grown up in

a

world where everything connects together.

If

they watch a successful TV programme they

in children engaging in and pro-actively seeking additional information on a particular brand, in effect ‘pulling’ rather than being ‘pushed’ content. Creating a dialogue with children across a variety of different platforms (TV, on-line and mobile for example) enables brands to forge powerful relationships with young consumers.

expect to be able to buy character toys, the video game, the DVD, the board game, and visit the website, as well as buying the licensed food

and drink products that inevitably follow. The future of marketing will change radically as these young people grow older.

The ‘connected generation’ are empowered with a vast array of high quality entertainment options. Children are no longer passive recipients of marketing messages, in their ‘connected’ world communications need to attract and maintain interest in order to cut through the clutter.

Nickelodeon UK faces an increasingly competitive marketplace where ‘content is king’. To remain at the top Nickelodeon must effectively communicate with the ‘connected generation’. The new multi-media landscape lets Nickelodeon create richer, more multi-dimensional entertainment experiences for children. Nickelodeon, using its in-depth knowledge of its audiences, recognised early on the potential to engage and cement relationships with children and parents by using a multi- platform approach in its communications.

by using a multi- platform approach in its communications. Successful multi-media communications mirror the range of

Successful multi-media communications mirror the range of media that children are accessing, often simultaneously, recognising the need to enter into their world. They also demonstrate an understanding of the need states of their audience when using different media and reflect these in the execution of the campaign.

The explosion of entertainment choices and the increasing ability to interact is driving the trend towards ‘pull’ rather than ‘push’ consumption of media. Effective multi-media campaigns result

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Paper Elspeth Bradley, Kellogg’s and Marie Laver, HPI Research Group
Paper
Elspeth Bradley, Kellogg’s and
Marie Laver, HPI Research Group

Many studies have already been conducted to understand the degree to which different factors have contributed to the reported increase in childhood obesity as well as measuring overall levels of obesity throughout childhood. This report aims to provide a more detailed understanding of the more individual-level factors and the inter-personal level factors that can contribute to childhood obesity. Individual-level factors are those that relate to the individual child such as their knowledge, attitudes and personal preferences. Inter-personal level factors are those that relate more to a child’s immediate social environment, such as their parents’ knowledge and attitudes towards healthy eating and physical activity.

and attitudes towards healthy eating and physical activity. We talked to over 2000 children of all

We talked to over 2000 children of all ages and weights across Europe in order to understand the key differences that exist between particular groups in terms of their attitudes and behaviour to eating and physical activity. By deploying a number of qualitative and quantitative techniques the study findings reveal that there are a number of meaningful differences in the way normal weight (BMI < 25), overweight (BMI 26-29) and obese children (BMI 30+) view food, health and exercise.

There is a vast number of complex and interrelated factors to consider when exploring how best to address childhood obesity. However in order to make real progress a greater focus needs to be on a better understanding of the

greater focus needs to be on a better understanding of the Childhood Obesity: Issues and Insights

Childhood Obesity: Issues and Insights

understanding of the Childhood Obesity: Issues and Insights Childhood obesity is a common hot topic which

Childhood obesity is a common hot topic which shows no signs of abating. Media messages regarding the ever increasing weight gain of children today and their poor state of nutrition are becoming ever more prevalent – epitomised by the recent TV programme, ‘Jamie’s School Dinners’ documenting his battle against the Turkey Twizzler.

emotional barriers for children to make necessary lifestyle changes, and on equipping their parents with the confidence to help them over come them.

In addition to this, it highlights the pivotal role of the parent in the overall task of tackling childhood obesity. Our study discovered how incredibly important it is for parents to actively encourage their children to adopt better eating or exercise patterns but to also participate in any activities and represent good role models to the adults of the future.

to also participate in any activities and represent good role models to the adults of the
to also participate in any activities and represent good role models to the adults of the
to also participate in any activities and represent good role models to the adults of the
to also participate in any activities and represent good role models to the adults of the

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Paper

Paper The Family Inheritance: Are Attitudes to Advertising Kept in the Family? Ian Brace, TNS UK

The Family Inheritance: Are Attitudes to Advertising Kept in the Family?

Ian Brace, TNS UK and Dr Julie Tinson, University of Stirling

It is more than 20 years since the concept of a segmentation of consumers based on their attitudes towards advertising was introduced. It seems likely that these attitudes could affect the way in which people react to advertising and as such has implications for advertising.

In the intervening years a number of papers have been published on this topic, supporting the view that consumers can be segmented in this way and that different segments do indeed react differently to advertising.

More recently, the notion of marketing savvy has become a topic of hot interest, particularly in relation to children and their sophistication in the marketing place.

This paper brings together these two themes. We shall be looking at how, and if, the advertising attitudes segmentation can be applied to children as well as to adults; we shall be determining whether these attitudes are handed down from mother to child or whether children’s attitudes are independent of those of their mothers. If mothers are sceptical about television advertising, do they pass their scepticism on to their children? The segmentation provides for two key groups with opposing attitudes – the Players and the Rejecters, the first of which is far more open to advertising messages than is the second. Does this mean that one group is more marketing savvy than the other? And if so, which group? The answer may not be as obvious as it seems.

Do the children who are more marketing savvy or those who are more open to advertising behave differently when it comes to shopping, marketing and being leaders of fashion

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amongst their peers? This paper will look at whether the fashion leaders are, or are not, the children most likely to be absorbing messages from television advertising, with the implications for where fashion products should be spending their advertising budget.

If mothers think that their children are marketing savvy, does the data from the child in question support this, or do mothers just like to think that their children are smarter than they are?

The study from which most of our evidence is drawn covered children from ages 10 to 16, so we shall also be looking at how attitudes change over this formative period. Are 10-year olds more open to advertising messages than their potentially cooler and more sophisticated older sisters and brothers?

Finally we shall be drawing conclusions about the openness and the scepticism of children in relation to both advertising and marketing, and looking to see if this is passed from generation to generation or whether children have attitudes different to those of their mother. And your mother should know best, but does she?

Paper IPA Touch Points: A New Era in Integrated Media Planning Graeme Griffi ths, TNS
Paper
Paper

IPA Touch Points: A New Era in Integrated Media Planning

Graeme Griffiths, TNS Media and Lynne Robinson, IPA

The IPA TouchPoints project epitomises the connections theme of the 2006 MRS Conference. The project comprises a 7 day electronic diary completed every half hour accompanied by a 48 page lifestyle questionnaire.

TouchPoints objective is to ‘connect’ the 6 main media audience measurement studies into a single source advertising buying tool. The TouchPoints ‘hub’ provides the vital links and hooks necessary to join all the advertising buying currencies together into a single database while retaining the data integrity of the original studies. Once connected, the hub will be removed leaving behind a single database capable of scheduling advertising campaigns across all mediums.

The IPA TouchPoints remit is:

To provide a single source integrated planning tool. planning tool.

To deliver new and fresh insights in its own right. deliver new and fresh insights in its own right.

To act as a gateway across data sources.tool. To deliver new and fresh insights in its own right. To be complimentary to current

To be complimentary to current industry research. industry research.

Lynne Robinson (Research Director – IPA) and Graeme Griffiths (Managing Consultant TNS Media) will take the audience on a journey through the conception, execution and realisation of what has been heralded as the biggest development in media and advertising research since the passive measurement of TV audiences.

At the time of the 2006 conference the integrated TouchPoints database will have just been released. The conference will be the first opportunity to look back on the development

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and delivery of a truly groundbreaking and ambitious research project that for the first time ‘connects’ all the advertising currencies into a single unifying planning tool.

Using innovative data collection methods and state of the art fusion techniques, TouchPoints heralds a new era in advertising planning.

Currently if an advertiser wants to place a campaign across TV, radio and press then they need to access three separate pieces of software and purchase the advertising space individually on each medium. TouchPoints will revolutionise this process by enabling ad buyers to visit one place and plan and purchase space across all mediums simultaneously.

In addition to the integrated advertising buying

tool, TouchPoints will also be released as a stand alone time use database containing around 5,000 respondents, 35,000 days and 1,680,000 individual time periods.

The final integrated advertising buying tool will be viewed as a template for the advertising industry in many other countries and all eyes will be focused on the launch.

Paper

Paper Motivation to Media: Bridging the Gap Between Research and Media Planning Simon Barker, Synovate Censydiam

Motivation to Media: Bridging the Gap Between Research and Media Planning

Simon Barker, Synovate Censydiam UK and Malcolm Hunter, Vizeum

The media industry is at the crossroads. Consumers increasingly control the dialogue with brands. This means the old intrusion/interruption model upon which communication planning has been based is increasingly less effective. We can no longer force our way into the consumer’s mind because people can avoid us.

Shouting louder, repeating again and again and again, spending more are not the answer. Likewise coverage and frequency are no guarantee of anybody actually receiving a message.

So we need to ask a new question. How can we be invited in? When and where can we find consumer when they are in the mood to receive the communication? When they will welcome it in? This means having a people centric view of communication.

It is generally recognised that there are three key elements influencing a consumer response to communication, the characteristics of the viewer, the characteristics of the creative content and context in which the communication is received.

While much research is conducted into the first two of these, relatively little has been conducted in the latter field, the emotional context. As the relationship with communications changes it will become increasingly important.

People do not engage with media for the paid for communication but for the content. This content engenders an emotional response – TV ads appear in TV programs that create feelings like a sense of belonging or superiority, magazine ads appear in magazines that make us feel connected to the world and in others that help us feel different from the world, cinema ads appear before movies that satisfy our desire to be thrilled, excited, feel warm towards others and a whole host of other emotions.

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People bring this emotional frame of mind to the paid for communication they receive in or around the content (of the media).

They have a more positive and efficient

processing of communication when they feel

a ‘consistency’ between the emotional state

they are in and the emotional content of the

communication.

Therefore Vizeum in conjunction with Censydiam believe that as the world changes, the emotional proximity between the media context and the advertisement or brand should be a key driver in media selection.

A 80,000 sample study across twenty countries

has taken place to identify the deeper emotional

motivations that are satisfied by brands and media. Twenty categories, hundreds of brands and six media channels (TV, Magazines, press, radio, internet, and cinema) were researched down to specific programme and title level.

This means we can match the motivational profile of the message to the motivation of the media.

It represents a significant step forward in

media planning as we move beyond the demographically driven approach and select media based on finding the consumer in a frame of mind when they will be emotionally predisposed to receive the message.

Paper

Paper Researching Lifestyles of the Gay and Lesbian Communities Helen Croxon, Channel 4 Research and Sarah

Researching Lifestyles of the Gay and Lesbian Communities

Helen Croxon, Channel 4 Research and Sarah Bridgman, OMD

Jointly commissioned by Channel 4, OMD Insight and GaydarRadio, Outright 2006 research is based upon a robust sample of 18,000 gay and lesbian respondents and 4,000 straight. This makes the survey the largest ever to track the validity, strength, brand preferences and purchasing power of the UK gay and lesbian community. It delivers a unique knowledge base essential to successfully communicate with this distinctive marketplace.

December 21 2005 saw the government finally recognising long term same sex relationships with the introduction of civil partnerships. 2006 is without doubt set to be an unprecedented year for the community with interest in gay and lesbian consumer spending set to spiral. Granted the majority of same sex couples won’t have a wedding budget anywhere near that of Mr & Mr Elton John but with an estimated 22,000 1 couples expected to enter into civil partnerships by 2010 and the average UK wedding cost at £15,000,

a new market is born.

In the US the advent of same sex marriages galvanised advertisers leading to the biggest increase in advertising spend to this sector since 2000. An explosion in ads with gay specific content (astounding 242% rise year on year) created a 28% rise in ad spend to 207 million dollars. 2 Most importantly, the 2004 gay press report found that more than 150 Fortune 500 brands were active in the gay consumer market place in 2004, up from 72 in 2001 and just 19 in 1994.

Outright 2006 will help companies identify how best to communicate with this unique consumer group. The research covers lifestyle issues such as coming out and discrimination, brand preferences and attitudes for six core consumer categories and an in-depth look at media consumption and communication.

It demonstrates that over a third of gays and

lesbians claim to be more loyal to brands that are ‘gay-friendly’ and half believe that if companies advertise in gay media then they should tailor their advertising. Sony, Gillette, Calvin Klein, Nivea & Virgin are amongst the brands that they feel most positive towards.

In the UK, the revolution has been much slower than into the States, but major brands are beginning to acknowledge the importance of targeting the gay demographic in a credible and ongoing way. What Outright 2006 delivers to them for the very first time is a substance behind the speculation and the tools to communicate empathetically to the gay and lesbian marketplace.

1 Regulatory Impact Assessment published by the DTI 2 2004 Gay Press Report by Prime Access In and Rivendell Media Company Inc

14 Thursday Main Hall

Conference Session

Conference Session Pitch, Performance and Profi t, Part One Chaired by Marc Brenner, Research Magazine This

Pitch, Performance and Profit, Part One

Chaired by Marc Brenner, Research Magazine

This session will address a number of the industry’s hot topics in a series of compelling and engaging formats. The session will be pretty much methodology-free. It will be an hour of unashamed business-oriented debate, discussion and practical advice.

This will be a ‘must attend’ session for anyone serious about building a successful research business in the 21st century.

The session will look at the issues surrounding the engagement process; the roster system, the pitch, the presentation and the problems that can arise at the early stage of the client/agency relationship.

The session has been designed to appeal to both the buyers and providers of research.

First Steps One of the industry’s most high-profile researchers also offers clients his own ten-point checklist for ensuring that communication, at the early stage of the project, remains fluid and effective.

This will be a highly interactive session where questions from the floor will be welcome throughout.

Engagement Four senior research players will debate a number of highly contentious issues which, in the magazine’s first-hand experience, are of great concern to readers. We will highlight the current debate surrounding the roster system; how are clients evaluating their needs? The trend seems to be towards shrinking the roster – bad news for the industry? Clients are demanding more and more work on the initial pitch – are they asking too much? Are researchers selling themselves well? Basically, this section of the session deals with the early stage of the client/agency relationship. This session will be chaired by Research editor, Marc Brenner.

The Pitch One of the industry’s big research spenders will offer research agencies his ten-point guide to guaranteeing a successful pitch.

spenders will off er research agencies his ten-point guide to guaranteeing a successful pitch. 15 Thursday
spenders will off er research agencies his ten-point guide to guaranteeing a successful pitch. 15 Thursday

15 Thursday Main Hall

spenders will off er research agencies his ten-point guide to guaranteeing a successful pitch. 15 Thursday

Paper

Reading and Writing: The Forgotten 12 Million

Jon Cohen, Rosenblatt Ltd

Rosenblatt has been an instrumental part of the development of the BBC literacy strategy and of the development of BBC ‘RaW’ (Read and Write) – the BBC’s biggest ever literacy campaign which launched in October 2005.

The BBC RaW Initiative BBC RaW is a fresh, entertainment led, 3 year literacy drive. Its target is the 12 million adults across the UK who have English as their first language, but a reading age of between 9 and 14.

This Paper Aims to Provide:

Some insight into the attitudes of the forgotten 12 million towards reading and writing and the implications for research in terms of recruitment, the running of research sessions and stimulus for research.

the running of research sessions and stimulus for research. 12 million Adults Across the UK Have

12 million Adults Across the UK Have

a Reading Age of 9 to 14

That’s the equivalent of being able to read the Sun. In other words, they can read and write, they just don’t read and write very well.

Practising What We Preach This paper is designed to be short, relevant and simple. Hopefully, that should make it easier and more enjoyable to read.

Why That Matters Poor literacy skills can affect the lives and experiences of people to
Why That Matters
Poor literacy skills can affect the lives and
experiences of people to an extent which
those with proficient literacy skills can only
begin to imagine.
A
Huge Proportion of the Population
is
Virtually Forgotten by Research
People with poor literacy skills often
stay away from research. If they take part
in research, they may lack the confidence
to express their true opinions. And research
and stimulus is rarely designed with the
needs of those with poor literacy skills
in mind. That’s too many people to
forget about.
Research needs to consider the way
it approaches people with poor literacy

skills in terms of recruitment, the running

of discussions and stimulus development.

poor literacy skills in terms of recruitment, the running of discussions and stimulus development. 16 Thursday
poor literacy skills in terms of recruitment, the running of discussions and stimulus development. 16 Thursday
poor literacy skills in terms of recruitment, the running of discussions and stimulus development. 16 Thursday

16 Thursday Theatre

Paper

Crossing the Cultural Divide: Access to Justice for Ethnic Minority Communities

Karen Saunders, COI and Penny Roy, Turnstone Research and Consultancy Ltd

This paper discusses the challenges involved in a recent research project commissioned to explore how to improve ethnic minorities’ access to the civil justice system. It will offer insights into the Lithuanian and Somali communities and some broader implications for government.

communities and some broader implications for government. Britain is more diverse than ever. In the ten
communities and some broader implications for government. Britain is more diverse than ever. In the ten

Britain is more diverse than ever. In the ten years to 2001, 1.1 million migrants accounted for more than half of Britain’s population growth. The diversity of cultures in different parts of London is staggering. Walk through Stratford and you’ll hear spoken Lithuanian and Russian around you. In South London, phone shops and food outlets are springing up to cater for the burgeoning East African community. In East London, Somalis pray alongside Bangladeshis.

The Department for Constitutional Affairs (DCA) was established in 2003, with a commitment to place the needs of the consumer at the heart of everything it does: justice, rights and democracy. It is this changing context that formed the backdrop to a research project commissioned by COI on behalf of the DCA focusing on ethnic minority communities and their perceptions, attitudes and engagement with the civil justice system. Previous research had already found that people from the more vulnerable sections of society were less likely to have the resources, knowledge and access to information to resolve legal problems. The DCA were, therefore, keen to ensure that people from ethnic minority groups and non-English speakers had equal access to formal and informal means of resolving such disputes.

The research discovered that cultural differences meant that different groups had very different perspectives and approaches to the host nation

17 Thursday Theatre

in terms of what is viewed as ‘acceptable’ and

‘unacceptable’. We explored cultural attitudes to issues such as forced marriage among Asian communities and the disciplining of children among the African populations.

This study highlighted the role that researchers can play in bridging the divide between policy makers and diverse and hard to reach communities. Rarely researched audiences such as Nigerians and the Chinese were included in the research along with respondents from the burgeoning UK Eastern European communities. Lithuanian priests, Somali community leaders and African community elders are not your average research respondent!

Communicating across the cultural divide and across a system as wide and diverse as the British civil justice system posed further challenges which conventional power-point and written reports alone could not meet.

A number of approaches were used to

communicate the findings from top level down:

Ethno-cultural typologies based on a qualitative segmentation of the target audiences enhanced the development of actionable strategies; qualitative segmentation of the target audiences enhanced the development of actionable strategies;

Visual maps demonstrating customer journeys helped show how individuals navigated the justice system; journeys helped show how individuals navigated the justice system;

Vox pops from our case studies were essential to bring the findings to life for the client. life for the client.

Paper

Paper From Cohort to Communications: Connecting With the Over 50s Fiona Wood, COI and Jill Armstrong,

From Cohort to Communications: Connecting With the Over 50s

Fiona Wood, COI and Jill Armstrong, Stimulating World

The latest Common Good research programme a government funded study run by the Research Unit at COI, focuses on helping government departments communicate more effectively with older people.

Aiming to take a look at the world through the eyes of older people themselves, this study set out to challenge some of the myths and stereotypes that surround this audience, and to identify new ways of targeting them by exploring how their experience of ageing impacts upon how they want to be addressed.

Over 65s are a growing demographic within the UK and the rest of Europe and the growth is set to continue. From a government perspective, there is particular interest in terms of the impact this may have on the shape of future society and the public services that requires, but there are wider implications for the broader body of communicators, in both public and private sectors. Though this is a broad and heterogeneous audience that is difficult to define accurately, it is often one that is referred to in blanket terms, with little evidence of its inherent diversity being addressed in current communications practice.

being addressed in current communications practice. have with diff erent media and how this changes over

have with different media and how this changes over time. The study also cast a glance to the future of the Boomer generation currently in their 50s, and how their information needs and media consumption may be different from those of older generations.

The findings reveal new insights relevant to all communicators across the public and private sectors, including how to address an audience who commonly reject the notion of being

addressed as older, and turn away from age related advertising; why age or income related segmentation is less effective than one based on how successfully key life events are negotiated; the importance of personal networks both formal and informal; how to devise successful executional strategies that signal to this audience that they are being addressed; and how to match the media to the message.

A comprehensive qualitative study was conducted by Stimulating World for COI, designed to challenge old assumptions and develop new hypotheses regarding communicating more effectively with older people. The study explored a range of questions including whether older people are really less engaged with advertising messages than other generations or whether poor executional strategy and targeting are more to blame and the relationship older people

18 Thursday Theatre

Expert Briefing

Expert Briefi ng PVRs: Why Ads Work on Fast Forward and the Implication for Assessing TV

PVRs: Why Ads Work on Fast Forward and the Implication for Assessing TV Campaigns

Dr Alastair Goode, DUCKFoOT Research and Development Ltd and Julian Dobinson, Sky Media: British Broadcasting Ltd

This briefing is in two parts. Part one describes
This briefing is in two parts. Part one describes

a study conducted by Dr Alastair Goode of DUCKFoOT R&D for Sky Media showing how

ads even shown at fast forward can increase

a person’s emotional response to it – this

finding was produced when Sky commissioned an independent study to evaluate the impact of ads seen on Sky+ when the viewer was

fast-forwarding through the ad break of

a recorded program.

The finding demonstrated that ads viewed at x30 fast forward had a positive effect on both brand and ad liking, providing they’d been viewed previously to the study.

Alastair and Julian present the latest thinking on how to tackle new media problems, such as the growth of PVRs and ad zapping, with new psychological and technological research techniques.

their response suppresses their emotional reaction. This finding highlight just one of the problems that occurs when research is conducted where respondents apply their conscious reflections and underlines the approach taken by Sky when setting up the SkyView research technique.

In the second part of the briefing, Julian Dobinson describes SkyView, the research technique set up by Sky to underst and consumer behaviour in relation to television viewing, an approach that does not require consumers to consciously report their on their behaviour.

To understand this result the cognitive psychology of implicit (‘unconscious’) memory was considered. Cognitive psychology suggested that when consumers see an ad they implicitly store many different facets of the ad experience, one of these is their emotional state when seeing the ad. As the vast majority of ads are designed to be pleasing to watch the emotional state stored is virtually always positive. It appeared that when the ads were seen at fast forward they acted as a catalyst to re ignite this stored emotion leading to the increases in liking found.

This positive emotional increase however was not found when the same ads were viewed at normal speed. The implication of this finding is that allowing consumers to consciously reason

It describes how SkyView not only measures

what people view but also in a single source captures what they purchase. An outline is given as to Sky’s motivation for setting up the SkyView, how the technique was implemented

and the process of data collection. The paper suggests how panels such as this can help in keeping pace with and accurately monitor technological developments in television in

a way that will provide a wealth of information, based on actual consumer behaviour, on which to base marketing decisions.

To Sky this research will bring a far better understanding of customers and their motivations. For advertisers it will add to the existing industry research and bring some light into areas such as interactivity, PVRs, consumer targeting, and return on investment.

19 Thursday Theatre

Expert Briefing

Knowing Your Blogs from Your Pods

Simon Andrews, Big Picture

The world is flat.

Things have changed so much through digital technology that much of what drove business in the 20th century is no longer valid in the 21st.

We’re all now used to email and the web, the mobile phone and the Blackberry, Google and PowerPoint. What did we do beforehand?

Thomas Friedman’s’ must read book “The World is Flat” details how digital technology has changed business through connecting people and led to outsourcing and insourcing and opensourcing, the growth of China and India as major economies and made the world a truly connected place – a flat playing field.

We think the marketing industry has a tendency to believe they’re immune to these sorts of changes.

We disagree; we think the new digital channels will change marketing completely.

Over 100,000 people a week watch premiership football live – for free – through Chinese P2P websites – and thousands more search Google trying to find out how to. What effect will that have on the next round of negotiations for TV rights – and what does that mean for those advertisers who support TV with advertising and sponsorships?

8 million videos have been sold through Apple for viewing on video ipods – with no advertising. How does that affect the TV audience for those shows?

20 Thursday Theatre

Blogs have become an important channel – how does their ability to break news and drive rumour affect brands?

Google have announced their intention to move into TV (they’re already selling press ads) – when they can use their databases to determine what is the best ad to show each viewer – and measure the effect – where does that leave media planning?

Over 1 million UK homes have personal video recorders and evidence suggests they avoid the majority of advertising – so what is the future hold for TV advertising? (Carat predict a $40 billion switch out of US TV!)

And as the BBC trial their media player – allowing users instant access to every BBC programme of the last 7 days – and PVRs grow in memory size ( the BBC have one that can store every UK programme shown in the last week, what will the point of TV channels be?

We can’t answer these questions but Big Picture was formed to help brands understand how the world is changing and to help them experiment with new approaches to marketing and communications that might help them survive and prosper in this new world.

Paper

Paper Access Panels: The Conditioning Issue? Moving from theory to empirical work the authors review and

Access Panels: The Conditioning Issue?

Moving from theory to empirical work the authors review and assess the evidence on conditioning
Moving from theory to empirical work the
authors review and assess the evidence on
conditioning from past studies and in the
process describe and evaluate different
research designs. The value of theory and
empirical work to underpin rules on
recontacting respondents are discussed in
relation to ad hoc projects and tracking projects
using fresh samples of respondents drawn from
an online access panel. The authors describe
innovative exploratory research on online
tracking studies using the same respondents.
One aim of the research is to develop rules on
recontacts that might eliminate any unwelcome
conditioning effects on key measures such as
brand awareness, use, brand perceptions and
advertising recall. These exploratory online
tracking studies are currently running in the
France, Germany and the UK. Early findings
will be presented and recommendations made
regarding this potentially insightful way of
conducting certain types of tracking studies.

Trixie Cartwright, and Martin Oxley, TNS and Clive Nancarrow, Bristol Business School, UWE

Given the increasing use of online access panels, especially for ad hoc research projects, interest in the validity of online access panel research has heightened. The major thrust of the paper addressees one aspect of this validity in the form of the thorny issue of panel conditioning – myth or reality?

It asks when, if at all, might respondent conditioning occur and, how can it be handled. What are the guidelines for online panel management rules? For example to what extent can the same respondents be used in different waves of brand and advertising tracking research and, if so, what should the rules be for frequency of recontacting and intervals between these recontacts?

To address these questions the authors first of all define and present a typology of respondent conditioning. They argue there may be two broad types of conditioning. The first is conditioning that directly affects the mindset on a topic or product category. Examples include possibilities of learning during the interview or after the interview as respondents are sensitised to the topic, “the stimulus effect” where the interview prompts the respondent into action, “freezing” where a respondent tries to be consistent and resistance to change where the interview acts to crystallise and harden attitudes.

The second type of conditioning affects the respondent’s disposition to the research. Respondent motivation, honesty and research ‘savvy’ are potential factors. In the latter case the conditioning, if planned and built into the early stages of panel membership and maintained, can be beneficial to the quality of research.

21 Thursday Theatre

Paper

The Power of Conjoint Analysis and Choice Modelling in Online Surveys

Ray Poynter, Virtual Surveys

The Internet has created new opportunities to use multivariate techniques, amongst the reasons for this are: the fact that sample sizes tend to be larger online and the power the Internet provides to use more complex designs. There have also been tremendous advances in the mathematics underlying this field, creating an exciting range of possibilities. This paper reviews how state-of-the-art conjoint and choice modelling is being implemented via the Internet.

Conjoint and choice models have developed over the last 30 years to allow researchers to quantify how much each attribute contributes towards the purchase intention of a product. Early, paper-based, developments in this area went from trade-off matrices to full profile conjoint (including ratings, pairs, and card sorting exercises). With the advent of CAPI new options appeared on the scene, in particular Adaptive Conjoint Analysis in the 80s and Choice Based Conjoint in the 90s. Towards the end of the 90s and to the current decade the methodological growth has centred on Hierarchical Bayes and the implementation has centred on the Internet.

Non-Bayesian statistics tend to be built on

a paradigm where the hypothesis is held

to be true and the data conditioned upon it. For example, if we assume that there is a regression-based relationship, then we search for the line of best-fit, and measure how well the data fits our model. Bayesians hold the data to be the given and condition the hypothesis from it, which leads to new insight and options.

The great benefit of Hierarchical Bayes is that

it

allows the researcher to ask each respondent

Most researchers will not be able to understand the inner workings of the Hierarchical Bayes, something which will make many uncomfortable.

The great improvements in online choice modelling created by Hierarchical Bayes, and being applied to Choice Based Conjoint and Adaptive Conjoint, should not blind researchers to other innovations happening in this sphere. Max-Diff scaling is a new and radically effective tool for applying a metric measure to complex scaling problems and issues. Build Your Own configurators allow respondents to construct their own products or services and thereby reveal their attribute preference structures. New options for measuring price sensitivity, such Product Equilibrium Pricing allow the researcher to harness the power of Internet to produce new, increasingly accessible, insight.

Internet to produce new, increasingly accessible, insight. a 22 Thursday Theatre sub-set of the choice questions,
a
a

22 Thursday Theatre

sub-set of the choice questions, then calculate

the total distribution of results, and from there work out the answers for the individuals – the statistical equivalent to having your cake and eating it. A potential problem introduced by Hierarchical Bayes is the loss in transparency.

having your cake and eating it. A potential problem introduced by Hierarchical Bayes is the loss

Paper

Paper Pilgrim’s Progress? How the Consumer Makes Complex Decisions Nick Watkins and Dr Miriam Comber, GfK-NOP
Paper Pilgrim’s Progress? How the Consumer Makes Complex Decisions Nick Watkins and Dr Miriam Comber, GfK-NOP

Pilgrim’s Progress? How the Consumer Makes Complex Decisions

Nick Watkins and Dr Miriam Comber, GfK-NOP Financial Division

Whilst many consumer decisions are quick and easy, it is unlikely that these words would be used to define mortgage decision-making. Instead, consumers are more likely to compare their experience to that of the Pilgrim’s Progress – a long and arduous journey, made bearable only by their desire for the ‘house beautiful’.

This paper addresses the implications for research of lengthy and complex decision-making. Given that the whole process can take months,

if not years, does it matter whether we interview

consumers at the beginning, middle or end of the process, (assuming that longitudinal quantitative surveys are ruled out on grounds of timing and cost)? Can we even define these stages in a meaningful way? And if so, do we need to classify respondents so that we can impose quotas or weight the data? Does this matter more for some types of research than others?

The starting-point for this paper was an ethnographic study, carried out by GfK Financial’s qualitative team, using ‘blogging’ to observe and interrogate consumers, involved in the mortgage decision-making process, for a period of two months in late 2005. This research suggested at least three main stages of decision-making – scoping, choosing and implementing. Having said that, decisions were found to be anything but neat and linear, with examples of consumers ‘bouncing back’ to earlier stages, changing direction or giving up entirely.

A quantitative survey of over 1,000 mortgage

decision-makers was then conducted using GfK NOP’s on-line panel. This confirmed that consumers do observe changes in their own behaviour and attitudes over time. Those at the beginning of the process claim differing levels

23 Thursday Theatre

of importance for the relevant decision criteria, than those in the middle, or at the end of the process. They also claim to use different information sources.

This suggests that we should interview only consumers close to their final product choice, since decision criteria are claimed to change over time. However, a conjoint exercise on product features, included in the quantitative survey, generated results that were much more stable across the stages of the decision-making process. This suggests that, for product research, provided we use something like conjoint to force respondents to think through the issues, and don’t rely on top-of-mind stated importance, a broader sample is acceptable. This may not be appropriate when testing communications or investigating information sources and channels. In these cases it would seem advisable to accept the different experience levels but build them into the sample design and analysis. Any experience measure will need to reflect not only how far the respondent is through the process, but also the buyer type since the research also confirmed clear differences between first-timers, movers and re-mortgagers.

Remember, as the good Bob once said: “Career Fortunes are never made by those who
Remember, as the good Bob once said:
“Career Fortunes are never made by those who
leave it to chance!” (
or
at least we’re sure he
would have said it if prompted!).
Attendees will receive a comprehensive
‘Career Guide’ to take away from the session.
What are the benefits of relocation?
How do I kick start a career in Market Research?
What options should I consider before
accepting a job offer?

Training Workshop

Your Career: It’s a game of Strategy

Training Workshop led by Paul Cushing, RPCushing Recruitment

You don’t have to be a Bob Monkhouse fan to come along and join in our game of ‘Career Fortunes’ (but a knowledge of eighties game shows would give you a distinct advantage!).

Our fun, interactive session, based on everyone’s favourite game show, Family Fortunes, will help you to look at career scenarios from a strategic angle. It will help you to explore options and alternatives open to you as you navigate your way through your individual career path.

Some members of the audience will be split into two teams as they arrive for the session. People will then be asked to give individual answers to career related questions, to give

broad range of thoughts and ideas on each topic. Questions could include:

a

How do I get to the top of my profession within the next five years?

If a team answer matches one of those on the

score board, provided by our panel of experts, audience members could be on their way to

earning ‘BIIIIG MONEY’ as they learn how to progress up the career ladder!

Expert recruiters and client-side HR personnel will be on hand to share their thoughts, pinions and experiences with potential candidates from the audience. Candidates will benefit from informative guidance on good and bad career decisions and a focused session on how to take control of your own career destiny!

and bad career decisions and a focused session on how to take control of your own

24 Thursday The Hub

Training Workshop How to Market Your Agency Training Workshop led by David Foxon , COI

Training Workshop

Training Workshop How to Market Your Agency Training Workshop led by David Foxon , COI The

How to Market Your Agency

Training Workshop led by David Foxon, COI

The session will include practical guidelines for selecting, approaching and presenting to prospective clients. It will also share some, hopefully, useful insights of what to do and what not to do based on first hand experience of both the agency and the client sides of the business.

A broad outline for the session is as follows:

Getting noticed: different kinds of approaches, what works and what doesn’t? erent kinds of approaches, what works and what doesn’t?

Positioning the agency: why should clients take the trouble to meet you, what’s in it for them? for them?

The credentials meeting: are you telling client what they really want to hear? client what they really want to hear?

Keeping your prospects warm: staying in touch with your contacts without pestering them. in touch with your contacts without pestering them.

to hear? Keeping your prospects warm: staying in touch with your contacts without pestering them. 25
to hear? Keeping your prospects warm: staying in touch with your contacts without pestering them. 25
to hear? Keeping your prospects warm: staying in touch with your contacts without pestering them. 25
to hear? Keeping your prospects warm: staying in touch with your contacts without pestering them. 25
to hear? Keeping your prospects warm: staying in touch with your contacts without pestering them. 25
to hear? Keeping your prospects warm: staying in touch with your contacts without pestering them. 25

25 Thursday The Hub

Training Workshop

Training Workshop The Web of Insights: The Art and Science of Webnography Training Workshop led by

The Web of Insights: The Art and Science of Webnography

Training Workshop led by Anjali Puri, AC Neilsen ORG-MARG India

There are many ways in which the World Wide Web has been transformational for this generation. As a new medium of communication, as a catalyst to globalization, as a dissolver of boundaries, as a source of knowledge, as a virtual marketplace, and as a convenience in the daily business of living.

One of the most significant roles the web has come to play in our lives, however, is that of a social forum – a living, responsive, interactive community that provides a means of connecting as well as self expression.

While market research has gone some distance in refining the art of ‘online research’, the focus of online efforts has been largely on using the internet as a tool to reach potential respondents efficiently. The potential of the web as the object of study has remained underexploited. It is this dimension of the web – as a rich source of data on people’s lives, interactions and collective opinions – that offers tremendous possibilities in the years to come.

As qualitative research moves increasingly towards ‘natural’ contexts – observation over interrogation, ethnography over focus groups – insights culled from natural conversations on the web have even greater value. It is thus time to take a closer look at virtual ethnography (or ‘webnography’!) to understand its potential, its limitations, and the best ways of going about it.

‘Doing’Webnography While the advantages of webnography seem compelling (particularly with audiences that may otherwise be elusive or ‘closed’ to formal research – for e.g., leading edge / tech savvy youth), there are some obvious hurdles and

26 Thursday The Hub

reservations that we need to deal with if we are to truly make this a viable tool – and some ways of bringing order and rigour to the chaos that the web can be!

The training and discussion session will comprise the best practices based on our own experiences with this method, as well as the experiences of other pioneering ‘virtual ethnographers’ that we gather through secondary sources.

Some of the issues that we cover are:

The representativeness and ‘authenticity’ of online respondents. of online respondents.

What are the sources of data that we can access? Which are the best ‘texts’ to study? access? Which are the best ‘texts’ to study?

How do the ‘findings’ of a webnographic study compare with traditional qualitative research/traditional ethnography? ndings’ of a webnographic study compare with traditional qualitative research/traditional ethnography?

How do the ‘fi ndings’ of a webnographic study compare with traditional qualitative research/traditional ethnography?
How do the ‘fi ndings’ of a webnographic study compare with traditional qualitative research/traditional ethnography?

Training Workshop

Training Workshop Connecting with America and Americans Training Workshop led by Hy Mariampolski, Qualidata Research

Connecting with America and Americans

Training Workshop led by Hy Mariampolski, Qualidata Research Inc

Whether you conduct research in the United States, sell products and services there or you
Whether you conduct research in the United States, sell products and
services there or you are just interested in visiting “across the pond,”
you will gain insights and information in this session.
Expect to be provoked and challenged by
Hy Mariampolski, author of the monthly
“Stateside” column for Research Magazine,
as you learn about the US trends that will
be influencing UK lifestyles, stimulating
opportunities or just creating a nuisance
for British marketers.
A key element of this workshop is an outline
of the major differences between American
and European cultures and worldviews.
You will learn how to leverage facts about
American culture:
The fixation on health and longevity.
The passion for sports and leisure pursuits.
The obsession with security.
The enduring strength of regionalism.
The realities of American demographic categories.
This presentation by an expert on American culture
and marketing guru will entertain, challenge
stereotypes, deliver valuable marketing insights,
and offer unexpected opinions.
challenge stereotypes, deliver valuable marketing insights, and offer unexpected opinions. 27 Thursday The Hub

27 Thursday The Hub

Conference Session Pitch, Performance and Profit, Part Two Chaired by Susan Rogers, Rogers International The
Conference Session
Pitch, Performance and Profit, Part Two
Chaired by Susan Rogers, Rogers International
The session will start with a very brief reprise of the Thursday evening
session for those unable to attend it, and will then examine the second
half of the statement – performance and profit.
The focus of the session will be what makes
or breaks the relationship.
Using the old “marriage” metaphor – the
session will cover not just the positive side
of the maturing and continuing deepening
and development of the relationship, but
also such things as “the 7 year itch” having
affairs, the blues, spicing up a relationship,
bad habits that creep in until they become
intolerable and relationship drift. The session
will feature a paper from Tom Peck (McDonalds)
and also stimulating contributions from Virginia
Monk (Network Research) and Danny Wain
(Research International). Profit will be
examined – thought not solely as an “ROI”
discussion, but also from a non financial
perspective such as examining the overall
“gain” for both agencies and clients together

There will be the top 10 wish list for maintaining mutually fruitful relationship from both the agency and client sides of the fence, and we’ll examine the “true cost of divorce”.

fence, and we’ll examine the “true cost of divorce”. The session will culminate with a Keynote

The session will culminate with a Keynote Speaker – Adrian Furnham, professor of psychology, UCL, London, who will talk about the body language of business.

28 Friday Main Hall

Paper

Paper Culture, Communications and Business: The Power of Advanced Semiotics Katja Maggio-Muller, Procter & Gamble

Culture, Communications and Business: The Power of Advanced Semiotics

Katja Maggio-Muller, Procter & Gamble and Malcolm Evans, Space Doctors

Since 2001 Procter & Gamble has worked with UK-based marketing semiotics agency Space Doctors to evolve a substantial semiotic capability within P&G. Our paper tracks this voyage of discovery – from specific semiotic projects delivering fresh consumer insights and identifying brand opportunities to realising an ambitious new dimension of learning and understanding by installing semiotic knowledge in the client organisation.

The journey begins with a connection made at MRS’s Research 2001 Conference: between Michael Harvey and Malcolm Evans’s award winning presentation of the Guinness Competitive Advertising Decoding Kit and, Katja Maggio-Muller’s vision of the competitive advantage an extensive and practical application of semiotics could bring to P&G. The Guinness project, delivering a tool kit the client organisation could use to update for itself a semiotic map of global beer codes and brand meanings, suggested to Katja a tangible case of semiotic thinking with concrete deliverables and measurable results – a good start point for realising her vision of a P&G semiotic capability.

Looking back and reviewing four years of subsequent co-operation and development some clear highlights emerge:

co-operation and development some clear highlights emerge: At the level of ongoing work we call Core

At the level of ongoing work we call Core Semiotics there have been numerous projects addressing specific challenges in culture and communications across P&G categories and geographies. These include, among many others, brand rehab work to develop more engaging advertising for ailing P&G brands in particular European markets; semiotic portfolio mapping for P&G brands in specific categories North American Beauty care, and designing a better model for understanding acculturation processes among immigrants in host cultures – and their implications for brand communication targeting key acculturation stages or segments.

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key acculturation stages or segments. 29 Friday Main Hall In parallel, at the level we call

In parallel, at the level we call Development Semiotics, we discuss various aspects of the design, management and implementation of an internal P&G semiotic capability. Topics here include: Space Doctors’ analysis of P&G internal culture and discourse to assist ‘magic bullet’ delivery of findings; the development of customised semiotic processes and of tools for measuring the impact of semiotic understanding to demonstrate return on investment; training in semiotics for P&G people; and most recently the development of intranet resources to co-ordinate semiotic knowledge across categories and geographies, facilitating meta-level understanding and optimising reapplication of learning.

In conclusion, at the start of a new chapter, we share learning from a hitherto confidential collaboration. Some headlines: the need for more transparent and accessible semiotic processes so clients know what they are buying; the positive role for a marketing function with client-side experience within semiotic consultancies; the semiotic dimension of branding which marketers increasingly need to understand – the importance, as a point of difference, of cultural relevance and of how a

brand speaks; and the emerging case for client investment in something more fundamental than just the occasional shot of semiotic insight.

Paper

Paper

The Value of Peer Research

Anna Pierce and Jaime Rose, Ipsos MORI Participation Unit

Last year our MRS conference paper ‘Fair Trade Research’ explored the theory behind participative research and was received with interest across the industry.

Twelve months on it’s time to stop talking and start doing

In this paper we argue that building sustainable connections with participants, using a ‘Fair Trade’ approach is the cornerstone of successful research, and that this will become increasingly important in the future.

We are seeing increasing demand for participative research, not only from social sector clients, but also from the private sector. Recent projects suggest a fundamental shift is occurring in the way organisations and citizens/consumers interact. We wanted to give our clients (and sceptics within the industry) concrete evidence for the value of forming closer connections with participants as well as a detailed analysis of the implications of adopting such an approach. In particular, we focus on the value of peer research as a good example of Fair Trade principals being put into practice.

The paper draws on a number of recent case studies involving peers at different stages in the research process – from research design to implementation, analysis and the trace that this approach leaves behind. We include evidence from an experimental parallel research project we conducted for Drugwatch using executive and peer interviewers, which utilised discourse analysis to understand the differences between interviews conducted by MORI interviewers and peer interviewers. This experiment has important implications for the involvement of peers: not least because it provides strong

30 Friday Main Hall

evidence for the value of peer research. These experiences also helped us crystallise considerations that should be kept in mind when involving peers in research. The paper draws on our experience to highlight the key issues.

Finally, we end on a call to action. As we see it, the industry has three options: do nothing, go our separate ways or work together to ensure that we form meaningful connections and relationships with our respondents and by doing so ensuring we will continue to not only have a willing pool of participants for years to come, but an engaged and empowered one.

Paper

Paper Reconnecting the Prime Minister Roy Langmaid and Charles Travail, Promise Plc This paper describes our

Reconnecting the Prime Minister

Roy Langmaid and Charles Travail, Promise Plc

This paper describes our work with the New Labour strategy team in the run-up to the British General Election of 2005. Uniquely this work features the combination of brand analysis with insights from qualitative research applied to political parties and figures.

In its application to a national issue it represents an example of the role of consultancy at the highest level that we in the research community strive towards. In writing the paper we hope that others will take inspiration from the use of creative techniques and cross-functional methodologies to tackle the issues arising when brands and their icons are damaged in the eyes of their consumers.

The paper is divided into four parts. The first describes the chronology of events in the project and hopefully gives a sense of the pace at which the work had to be done to be useful

to key members of the New Labour team.

The second section describes some of the methods and materials we used in the qualitative work.

The third section highlights some of the thinking that went into constructing our analysis of the problems facing New Labour in the months between January – May 2005 and the recommendations we made to the Prime Minister.

The fourth section discusses the outcomes in terms of speeches and events that followed the line of the strategic analysis up to polling day on the 5th May 2005 and afterwards.

As a conclusion we stress the importance of the emotional relationship between politicians and

31 Friday Main Hall

the electorate: in this particular election, between Mr Blair and female voters. We point out the recommendations made towards what became the Prime Minister’s reconnection strategy, widely reported in the media. We also draw conclusions on the New Labour brand as a whole and upon the steps necessary to reinvigorate it by renewing the lens through which it was perceived by the population in the run-up to the election of 2005.

Finally we point out that although treated with some incredulity at the time, the framework of a complex emotional relationship with the British people that was adopted by the Prime Minister was instantly picked up and reworked by the media in the aftermath of David Cameron’s election as leader of the Conservatives and may have become a new ingredient on the British political scene.

Paper

Bringing the Customer into the Heart of a Technology Business

Mark Uttley, AOLUK and John Scott, KSBR Brand Futures

This paper shows researchers how to connect as powerfully as possible with the decision-making apparatus within client organisations.

It argues that:

Decisions are made by people, not organisations. not organisations.

People tend to respond to human truths more powerfully than they do to empirical facts; you need to identify ways to get more powerfully than they do to empirical facts; you need to identify ways to get clients as close to the critical bits of the actual research process as possible.

People need to be helped and encouraged to have ideas and to have the faith to act on them: you need to to have ideas and to have the faith to act on them: you need to make it fun, you need to make it safe and you need to make it about outcomes not processes.

Organisational culture means that ideas that generate a currency are more likely to be infl uential than those that ideas that generate a currency are more likely to be influential than those that are kept private. The articulation or expression of ideas, and the way you design and run your project should both recognise this. You should make your ideas graspable and make your project highly inclusive.

To see what mileage there is an idea, you should let consumers take it to pieces, rearrange it and put it back together again, should let consumers take it to pieces, rearrange it and put it back together again, and do this with the active participation of your clients; don’t be precious about it.

You should ask yourself throughout: is there a way to get more people to connect more directly with the work? a way to get more people to connect more directly with the work?

Through a series of project design principles, each described in detail and illustrated with specific methodological examples from a major AOL UK segment sensitisation and NPD exercise.

32 Friday Main Hall

It demonstrates that research can be made influential not just for the people directly involved in projects, but for whole organisations; and not just for the duration of the project, but also after it has finished.

Paper

Connecting People Across a Continent:

Mobile Communications in Africa

Jokke Eljala and Keith Bailey, Nokia and Jane Gwilliam, Research International Qualitatif

In the Developed World we take material things for granted. To the extent that goods and brands are seen as disposable and we all hanker after the newest and the latest.

We assume ‘they’ in the Developing World cannot afford the ‘real thing’ and will be happy with some ‘approximation’ of what the Developed World enjoys. Historically this has led to the ‘dumping’ of inferior goods and the marketing of cheap products which it is thought ’will do’ for very poor people.

Our paper argues that such behaviour

is short-sighted in the medium/long term

for most product categories. Nokia and Research International have undertaken desk and original research in Sub-Saharan Africa and taken advice from researchers living and working in the region to

understand the needs, hopes and aspirations of local people.

A lot of information gleaned was already

known in general terms but was quite shocking when collated and analysed. Equally we have learnt that people’s aspirations transcend their temporal ability to acquire things they want and need. They may have to buy the cheap products today but are unlikely to be loyal to a brand which they believe has patronised them. In business there is often the mistaken assumption that because consumers are low income they can be grouped into a single, monochrome group. And we must not forget that the small percentage of ‘better off’ people in developing markets may still constitute a very large number of actual consumers.

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That said, there are not just issues of affluence to take into account but environmental, cultural and political issues too. For example, what use is the best mobile phone in the world if there is no obvious (and reliable) way of charging it?

Our work was not just born of altruism. There was a need to learn about local cultural meanings such as attitudes, values and motivations in order to understand how these things reinforce blueprints for action and interpretation. There is an on-going need to ensure that product offerings are relevant, culturally sensitive and in step with socio-economic and political developments. Whilst lowering cost margins to suit local conditions, it is imperative that product offerings are not patronising or trying to impose culturally, environmentally or ethnically irrelevant products on consumers.

Our paper explores these issues and how Marketing can connect with people in the most engaging, respectful and relevant way. It discusses how this work sparked ideas for marketing activity and, most importantly, how this kind of work can contribute to clients’ and researchers’ collective consciousness about developing markets.

Paper Packing a Punch: Using Packaging as Effective Advertising and Communication to Build Your Bottom

Paper

Packing a Punch: Using Packaging as Effective Advertising and Communication to Build Your Bottom Line

Chris Sinclair, Ipsos MORI and Andy Knowles, JKR

This paper focuses on how packaging has evolved into a critical part of a manufacturers advertising, brand communication and sales mechanisms and

how the actual physical vessel and product container has become so valuable in building resonance and relevance with consumers.

Facing the pressures of rising media costs, fragmenting marketing channels, and the average retailer now stocking some 30,000 sku’s, manufacturers face two critical questions:

How to support their entire portfolio. to support their entire portfolio.

How to grab the attention of their target consumers. to grab the attention of their target consumers.

Our paper will illuminate how manufacturers are working with us – a design agency and a research agency – to ensure their products and their packagings are key communication tools supporting and delivering sales on their own with little or no advertising or promotional support. By following some simple rules, using creative design and appropriate research, our paper reveals the steps you can take to address these critical questions to support the product and deliver increased sales.

So if you want to hear how to make connections with end consumers that might just be useful to your own business, then please come along to our paper on the afternoon of Friday 24th March in the Main Hall – just prior to Richard Reed from Innocent Drinks.

We will talk to you about knowing you have built love at first sight with consumers from identifying the right creative essence, the critical needs and how to translate and optimise your ideas into effective physical reality.

34 Friday Main Hall

This paper will challenge you to change from testing your packaging as an after-thought in research, and lay down the challenge to the floor that only with an integrated packaging design and research process component can any company truly influence purchase cycles.

We will evidence this by including recent and current examples of real products that dramatically increased their market share from design and research agency working in tandem. Although traditional research techniques had shown identical appeal and purchase intent between very different packaging alternatives, we will show how we were able to sensitise research to choose the right new pack (and deliver e.g. 50% extra sales).

If you are a researcher, brand manager or marketer who wants to identify how to effectively build sales (without expensive advertising campaigns), then come to our paper.

Expert Briefing Nick Southgate, dfgw The Cost of Cliché: Charts I Never Want to See
Expert Briefing Nick Southgate, dfgw
Expert Briefing
Nick Southgate, dfgw
Expert Briefing Nick Southgate, dfgw The Cost of Cliché: Charts I Never Want to See Again

The Cost of Cliché: Charts I Never Want to See Again

Commercial pressures, industry trends and technological advances have all conspired to fill many a debrief with illustrations, audio & video clips and other multimedia embellishments. This might have made debriefs more colourful, eye-catching, noisy and entertaining (although not always) but has it made them better? Is the modern debrief more compelling than the debrief from yesteryear?

One of the tasks, and occasional pleasures, of being a planner is going to a lot of research debriefs and reading lots of reports and presentation decks. The dfgw team sat down collectively and used the century’s worth of collected experience between us to isolate the charts we feel we had seen too often. Far, far, too often. And, guiltily, that we knew we’d used ourselves in our younger days eager to please and liven up a presentation.

This paper uses extensive examples from various areas where cliché has infected the debrief. These include:

Illustration clichés clichés

Marketing clichésthe debrief. These include: Illustration clichés The science of pseudo-science Brand Comparison clichés

The science of pseudo-scienceThese include: Illustration clichés Marketing clichés Brand Comparison clichés Video clip clichés Mood fi lm and

Brand Comparison clichésclichés Marketing clichés The science of pseudo-science Video clip clichés Mood fi lm and soundtrack clichés

Video clip clichésThe science of pseudo-science Brand Comparison clichés Mood fi lm and soundtrack clichés This briefi ng

Mood film and soundtrack clichés lm and soundtrack clichés

This briefing aims to give immediate and practical advice by alerting researchers to the gathering swathe of cliché in debriefs while also giving the point of view of a research recipient.

More broadly the cost of cliché to individual research projects and to the industry at large is discussed. Cliché is the enemy of progress, insight and clarity. Building on previous conference papers and other publications that have discussed the corrosive effect of PowerPoint and the sure and steady

35 Friday Theatre

fetishisation of the debrief, this debrief looks to challenge the techniques and attitudes that make it possible for so much cliché to survive in the industry. By too easily embracing common place or uninspiring habits in our methods we risk not only that style with obscure substance, but that it will suppress, obscure and destroy the substance of research altogether. Furthermore researchers risk betraying their own talents and the very real, valuable and pertinent insights they are perfect equipped to provide to their clients.

Expert Briefing

Connecting with Clients: Rethinking the Debrief

Mike Imms, Mike Imms & Partners in Development and Audrey Niven, Listengroup

In this paper we argue that debriefs are a missed learning opportunity. Our view is based on primary research amongst researchers and their clients, together with a review of learning theories.

Our research found that most market research debriefs conform to a standard structure and style that can be summed up as ‘delivery’; the researchers stand up and give a formal PowerPoint presentation to an audience who listen (with varying degrees of engagement). Typically, some questions are asked and, if there is time, there is some discussion at the end, usually in an unplanned and un-moderated way.

This is one of the great and enduring ‘taken for granteds’ of market research. Some innovation

is evident – usually in terms of smarter charts and

a more engaging ‘performance’ by the resenter

but still within the standard Delivery structure and style. (There are of course exceptions to this.)

Close examination of the standard structure (in combination with insights from learning theories) suggests that most debriefs are relatively comfortable and undemanding for both presenter and audience. The mainly didactic, lecture-like style helps the researchers come across as authoritative and worthy of respect, but does little to engender the trust and rapport essential for the closer, more collaborative agency/client relationships both sides say they want. In addition, we must recognise with some concern that this way of learning is widely regarded by learning theorists as inefficient for our purposes.

As learning experiences, our standard debriefs are substantively incomplete and, as such,

36 Friday Theatre

much of the real value of the findings is all too easily wasted.

Ironically, when debriefs go particularly well, the standard prepared structure is abandoned. So why is it there in the first place?

We argue that debriefs should be about exchange – with the audience playing a more active role and responding to the findings, rather than simply ‘taking delivery’. These audience activities need planning, managing and facilitation by the researcher and therefore require researchers to take greater account of how clients ‘learn’ and how findings from the research project are deliberated, integrated and finally applied in the client organisation.

Our proposal further requires researchers to recognise that ‘actionable findings’ and ‘being more involved in decision-making’ is not about writing more of their own conclusions and recommendations. Instead, we encourage researchers to think again about helping clients to integrate research learning for themselves so they can go on to make effective decisions based on that learning.

We accept that this is more demanding for researchers and clients alike, and requires different skills, expectations and approaches from both parties. However, we believe the potential rewards for meeting this challenge are enormous.

Paper

Connecting with Elizabeth: Using Artificial Intelligence as a Data Collection Aid

Craig Kolb, Ask Afrika and Dr Peter Millican, Oxford University

This paper proposes a new approach to data collection in marketing research. A simple form of artificial intelligence, commonly referred to as ‘chatbot’ technology, is shown to provide a viable way of probing open-ended questions.

Typically, open-ended questions in a computer-aided web interviewing (CAWI) or computer-aided personal interviewing (CAPI) environment, are left to self-completion.

Though economical, sometimes little benefit

is obtained, as self-completion often yields

superficial responses. An approach which would allow a computer to ask open-ended questions, probe a respondent’s initial answer to those questions, and create the sense that the respondent is engaging in a conversation, would result in far richer responses.

To explore the potential of such an approach,

a simple open-ended question ‘Why did you

choose your current cell phone network operator?’ was asked of 10 subjects, who

were successfully probed by a chatbot named Elizabeth. The Elizabeth system was chosen for this research because it is a general platform which is powerful and flexible enough to be easily re-programmed for different tasks and

is well documented, while also being freely

available for non-commercial use. As such,

it provides an ideal platform for marketing

research practitioners to experiment with

chatbot technology.

Criteria for evaluating the success of automated interviewing are discussed, including Alan Turing’s test for intelligence,

it being concluded that existing criteria

are unsuitable for the marketing research interviewing context.

37 Friday Theatre

marketing research interviewing context. 37 Friday Theatre Four criteria are proposed specifi cally for chatbot-based

Four criteria are proposed specifically for chatbot-based interviewing:

Relevance of interviewer questionsare proposed specifi cally for chatbot-based interviewing: Avoidance of suggestion Relevance of respondent answers

Avoidance of suggestioninterviewing: Relevance of interviewer questions Relevance of respondent answers Maximisation of the volume

Relevance of respondent answersRelevance of interviewer questions Avoidance of suggestion Maximisation of the volume of information elicited

Maximisation of the volume of information elicited information elicited

Elizabeth performed well against these criteria, significantly outperforming the self-completion method. Elizabeth’s operating techniques in this application are explored, and the reasons for its success discussed. In order to advance our understanding of what factors improve interviewing success on the four criteria, hypotheses are also suggested to direct future research into chatbot-based interviewing.

The paper concludes with a discussion of possible future developments of this approach to marketing research, and the potential for further applications of artificial intelligence in the area.

Paper Demystifying Blogs: Embracing Objective Conversations Carmen Aitken, Ipsos MORI and Will Corry, The Marketing
Paper Demystifying Blogs: Embracing Objective Conversations Carmen Aitken, Ipsos MORI and Will Corry, The Marketing
Paper
Demystifying Blogs: Embracing Objective Conversations
Carmen Aitken, Ipsos MORI and
Will Corry, The Marketing Blog
Aitken, Ipsos MORI and Will Corry, The Marketing Blog Come and fi nd out why leading
Aitken, Ipsos MORI and Will Corry, The Marketing Blog Come and fi nd out why leading

Come and find out why leading edge companies and marketing professionals are focussing on this fast growing part of the communication mix.

Come and find out how to reach and influence consumers

many consumers, blogs are their key means for ascertaining information and messages they believe are more accurate and more trustworthy than above-the-line advertising.

because for

We will outline:

The types & forms of blogs. & forms of blogs.

The implications of blogs as powerful marketing and corporate instruments. of blogs as powerful marketing and corporate instruments.

How to launch a successful blog (through a live case study).blogs as powerful marketing and corporate instruments. We will show: How Blogs can be used to

We will show:

How Blogs can be used to inform others about you and how to fi nd out Blogs can be used to inform others about you and how to find out what others are saying.

How to use headlines to grab attention and how to create quality of copy. to grab attention and how to create quality of copy.

Why entertainment is so crucial. is so crucial.

Opportunities and threats for manufacturers and MR agencies? and threats for manufacturers and MR agencies?

We will help you understand:

Why brand owners should pay more attention to on-line detractors and critics. owners should pay more attention to on-line detractors and critics.

How to get your email audience to stop and open a story.pay more attention to on-line detractors and critics. When to embark on an objective conversation New

When to embark on an objective conversation to embark on an objective conversation

New trends already emerging.open a story. When to embark on an objective conversation Why “small” is the new “BIG”

Why “small” is the new “BIG” (and why the person running the ‘small’ has to think “small” is the new “BIG” (and why the person running the ‘small’ has to think ‘big’).

You combine your website with a blog.the person running the ‘small’ has to think ‘big’). How to make your message translate powerfully

How to make your message translate powerfully for readers in ways more creative than generic claims on websites. powerfully for readers in ways more creative than generic claims on websites.

So if you want to hear how to connect in a powerful and trusted way and to truly differentiate your company, please come along to our paper on the afternoon of Friday 24th March in the Theatre.

38 Friday Theatre

Paper Connecting Insight with the Organisation: Knowledge Management Online Luke Allen, Nunwood Consulting and Corrine

Paper

Paper Connecting Insight with the Organisation: Knowledge Management Online Luke Allen, Nunwood Consulting and Corrine

Connecting Insight with the Organisation: Knowledge Management Online

Luke Allen, Nunwood Consulting and Corrine Green, Nokia

To present a serious evaluation of the implementation of an online document management system; the hurdles faced and overcome, and the financial and social benefits gained. Through this paper, we are hoping to highlight the need for researchers to adopt web technology in order to best share and utilise the wealth of information available to an organisation.

Introduction As researchers who use technology as a business enabler, we at Nunwood have the opportunity to effect real usage of information by developing intelligent systems to manage enterprise information.

The goals of research generation are, to provide the right information to make an informed decision, and educating an organisation on key issues, where existing information is not available.

Locating, managing, and distributing this information is a universal requirement, so efficient and simple access becomes crucial. Tools able to facilitate ‘find-not-search’ solutions, and intelligent promotion of information will offer a key business advantage to those organisations that are aware, and willing to invest in better information management systems.

This paper is intended to promote further discussion on this business need, and to detail Nunwood’s recent practical experiences with Nokia and ALCB (Alliance & Leicester Commercial Bank). A key objective is to provide a detailed insight into why this need arose, and how it was acted upon.

Social Aspects as a Focus Developing a portal – a central meeting place for people to locate information, creates a social

39 Friday Theatre

focus for information. If people know where to look for information, or who supplied it, then not only will they be able to find what exactly what they’re looking for, but they will also connect with a source that they can work with to gain further insight.

This is a key focus of the paper, and one of the potentially unseen benefits in centralising information resources and then using the same system to promote and publicise.

How the Contribution will Benefit the Audience We will stimulate debate around a topic which is vital to the continuing success of the industry. It will give delegates food for thought, and challenge the way they currently work.

People believe that storing files electronically on a local server (i.e. in the yellow folders in Windows Explorer) is sufficient for an enterprise to ‘get connected’. However, this can become the electronic equivalent of reports ‘collecting dust on a shelf’.

But compare this often restrictive approach, with that of a company wide portal which returns relevant research and internal information, and intelligently connects people with the information they need. The business advantages soon become apparent.

Training Workshop Gaining a Competitive Advantage with Online Panels Training Workshop led by Pete Comley,
Training Workshop Gaining a Competitive Advantage with Online Panels Training Workshop led by Pete Comley,
Training Workshop Gaining a Competitive Advantage with Online Panels Training Workshop led by Pete Comley,

Training Workshop

Gaining a Competitive Advantage with Online Panels

Training Workshop led by Pete Comley, Virtual Surveys

This workshop provides a guide through the maze of determining how best to work with online panels with information on the latest options and opportunities.

The market for online panels is maturing fast within the UK and there are now a plethora of options available to researchers. Many agencies are wrestling with dilemmas over whether and/ or how much more to invest in an online panel. At the same time, many in client companies are beginning to realise that running their own online panel (or buying online field and tab), can result in substantial cost savings.

Initially the workshop reviews the current state of the UK online market, which is estimated to be between 5%-20% of UK research now. Although not as big as places like Holland and the USA, it is growing very fast now. There are many established panel providers and the workshop will consider how best to choose between them and typical costs that you may pay.

It will also provide guidance on how to set up an online panel and current best practice for panel motivation and management. It will provide tips on how to recruit panellists (e.g. using a variety of sources, how to avoid abuse, etc). It looks at the research on panel motivation, and reviews the options currently available and the ones that seem to work best. It will also examine issues such as professional respondents; how best to avoid them and their potential impact.

It also examines where online panels should be used and where experience has shown them to

40 Friday The Hub

and where experience has shown them to 40 Friday The Hub have issues. Although the most

have issues. Although the most frequently used techniques online are customer research, concept testing, it is fast becoming adopted for a wider range of research including ad/brand tracking, ad testing and U&As. However the workshop also stresses the problem areas too e.g. samples such as the old, socially deprived and tight location quotas, B2B, long/boring surveys, online qualitative – to name just a few.

Finally, the workshop looks at the future and some likely scenarios. These are likely to include:

online research increasing (together with greater sample options becoming available), but these changes will probably be accompanied by decreases in costs and consequently the number of online companies may also decrease. These changes could therefore have major implications for all researchers.

Training Workshop

Training Workshop Video Ethnography: Learning How to Conduct Observational Research Using Film Training Workshop led by

Video Ethnography: Learning How to Conduct Observational Research Using Film

Training Workshop led by Nick Leon, Naked Eye

Within the market research industry, video ethnography refers to a research technique that involves primarily immersing oneself in the lives of the people we wish to understand over a period of days in order to learn about the relationship they have with products, brands and services.

The session will offer beginners and intermediates an overview of the various different techniques used during the research process in order to record true-to-life scenarios.

Introduction on How to Conduct Video-Based Observational Research The opening part of the session will discuss the importance of the fieldworker’s interpersonal skills to gain intimate access and rapport in order to sustain observations. Discussions will include how the validity and meaningfulness of the results obtained depend directly on the observer’s skill, discipline, and perspective. The value of ethnographic research it will be discussed is in understanding the meanings that people attach to objects and activities, whilst also helping counteract the temptation when studying other’s lives to read things into them. A process will be outlined on the various techniques ethnographers use over a typical research period of 3-days. These include:

Day 1: Techniques to help blend in or be accepted by a participant/group including self-disclosure technique. accepted by a participant/group including self-disclosure technique.

Day 2: Ways in which ethnographers engage with people yet remain objective. in which ethnographers engage with people yet remain objective.

Day 2 and 3: Re-involvement – how to blend in, how to become ‘invisible’ how to capture and add meaning to key scenarios on in, how to become ‘invisible’ how to capture and add meaning to key scenarios on film.

Minds-on Exercises: Analysing Film This part of the session will involve practical exercises in small groups. The exercises will

41 Friday The Hub

enable participants to see recorded observations through the lens of discovery.

How To Use the Output for Collaborative Thinking in Organisations Finally how do you gain maximum value from ethnographic research? Suggestions on how to use the analysed footage across an organisation to allow people to make connections between ideas and to support a more joined approach to research.

The Market Research Society 15 Northburgh Street, London EC1V 0JR T: +44 (0)20 7566 1878
The Market Research Society 15 Northburgh Street, London EC1V 0JR T: +44 (0)20 7566 1878

The Market Research Society 15 Northburgh Street, London EC1V 0JR T: +44 (0)20 7566 1878 F: +44 (0)20 7490 0608 E: conference@mrs.org.uk W: www.mrs.org.uk/res06