With three weeks left to the most important MR event in Denmark, DMD, we are proud to present the final line-up of speakers. There is a good mix of Danish and international speakers, including contributions from the other two Scandinavian countries, and the mix of different subjects, ensures that the day will display a lot of the variety we see in todays market research world. In this article, all presentations and speakers are presented at length, as well as the final time schedule for the day.
Platinum sponsor:
For details on how to sign up for DMD, please click here.
Gold sponsor:
Dansk Markedsanalyse Dag May 6, 2010
Program
Venue: Cinemaxx, Fisketorvet, Kalvebod Brygge 5, København V. Public transport: Dybbølsbro Station (local trains) or ten minutes walk from Hovedbanegården (Copenhagen Central railway station).
8.15 Registration and coffee in the exhibition area
9.00 Responding without words
Jakob de Lemos, iMotions: Beyond Eye Tracking
(presentation in Danish)
Det har vist sig, at traditionel eye tracking inden for markedsanalyse giver en forholdsvis begrænset indsigt i, hvordan marketing materialet virker visuelt. iMotions har udviklet en ny eye tracking analysemetode (AdAIM™), som giver marketingafdelinger en hurtig og effektiv måde, hvorpå de kan lave et benchmark på en annonces evne til at tiltrække
opmærksomhed og blive afkodet af forbrugeren. Med AdAIM™ metoden er det muligt at få indsigt i, hvor der kigges på materialet, samtidig med at det er muligt at se om materialet læses samt emotionelt engagerer forbrugeren.
Indledningsvist fortælles der om, hvorfor det er vigtigt at se hinsides den traditionelle eye tracking for at få fuld indsigt i, hvordan emotionelle og kognitive processer indvirker på den visuelle afkodning af et budskab. Efter introduktionen gives et konkret eksempel (client case) på anvendelse af AdAIM™ metoden til at analysere en annonce. Sidst, men ikke mindst, diskuteres validiteten og pålideligheden af metoden samt hvordan denne type research anvendes i praksis.
Om taleren:
Jakob de Lemos er opfinder af Attention Tool® softwaren, og skaberen af ‘iMotions - Emotion Detection System’ og ‘Reading Meter’, der er indlejret i eye tracking-værktøjet. Jakob har indgivet en række patenter på de grundlæggende teknologier og applikationer og er medstifter af iMotions - Emotion Technology, en virksomhed specialiseret i at levere eye tracking, læseindex og emotionsmålingsteknologi til markedsanalyseindustrien. Jakob har arbejdet med marketingindustrien i de seneste 10 år og har en baggrund inden for psykofysiologi, psykologi, Computer Science og Media Informatics. Jakob har talt om eye tracking og emotioner på adskillige konferencer samt til internationale research events, som f.eks. den årlige ESOMAR kongres.
Søren Andersen, Mindmetic: Neuromarketing tools.
(presentation in Danish)
Mindmetic neuromarketing tools
Mindmetic has since 2007 developed a range of software and hardware products for measuring and interpreting people’s emotional and attentional responses to marketing material in a simple, standardized, fast and cost-effective manner. The Mindmetic solution will enable advertisers, media producers and others to reduce costs and improve the efficacy of their products, concepts and marketing materials by facilitating knowledge of consumers’ emotional engagement. Mindmetic’s technology will easily be applied by marketers and media companies conducting their own in-house research, as well as by market research firms.
Mindmetic tools can be used to predict success and failures of Viral marketing material.
The presentation at DMD will include an overview of a recent research project we have just completed in collaboration with Goviral Ltd. Psychophysiological measurements made in the laboratory were recorded from 26 participants whilst they viewed a number of “good” and “bad” viral filmclips. Subsequent analyses showed that a simple phychophysiological measure of emotional engagement can predict how likely a filmclip will spread virally on the internet or if it needs to be placed strategically at different website.
About the speaker:
Soren Andersen is the Chief Science Officer of Mindmetic. He has a First Class degree (BSc) in Psychology and a PhD in psychophysiology, focusing on the biological bases of behavior, emotion and personality. He has previously worked as a lecturer and researcher at Swansea University and has received several international research grants focusing on the use of electrical neuronal oscillations (EEG) in the diagnosis and treatment of cognitive and emotional disorders.
Silver sponsors:
10.15 Fruit break in the exhibition area
10.45 New approaches in established methods
Jon Puleston, GMI Interactive, UK: How new engagement techniques and question approaches are revolutionizing online research data gathering.
Even in today’s market, panel quality remains the number 1 concern of market researchers worldwide. With response rates constantly declining, respondent interaction is now front and center of today’s industry debate. Not only are best practices a must in survey design, frequency of contact and incentive programs, but effective solutions are also needed to boost respondent engagement.
GMI (Global Market Insite, Inc.) have been working with Engage Research over the last 18 months conducting an extensive program of research exploring various techniques for improving the level of engagement of respondents participating in online surveys and measuring the impact these techniques can have on the quality of research data.
These experiments have included investigations into the impact of wording and language; the use of interactive animation techniques and visuals to engage respondents; looking at the value of using more interactive questioning approaches; the application of projective role playing methodologies and the basic application of social psychology techniques in the construction of surveys.
This paper will present the results of this program of research and show the significant impact that making surveys more engaging can have at improving the quality of response from online respondent. It will also reveal some of the new techniques and methodologies that have emerged from these experiments including new more qualitative research approaches and feature examples of how some of these techniques are now being put into practice with real client, including Sony Music and Kimberly Clarke.
Audience takeaways
- Understanding the impact that the lack of emotional engagement from respondents can have on the quality of data from online surveys and survey completion rates
- Practical solutions for improving the level of respondent engagement in online surveys
- Research evidence showing the benefit these improvements have in terms of data quality and improved completion rates
- Examples of how the learning’s can be put in to practice and some new online techniques that have emerged out of this research
About the speaker:
Jon Puleston has a long career as international expert in internet research. He is the founder of the company Media Intelligence, now a part of GMI, where he is VP for GMI Interactive, based in London.
Fredrik Berggren og Robert Nises, Brandjobs, Sverige: Kvantitativa projektiva metoder - närmare sanningen?
(presentation in Swedish)
Beslutsfattare i allmänhet och undersökningsbranschen i synnerhet har en ambition att hitta ”sanningen” (i den mån det finns en sådan) genom undersökningar. Vi vill alla förstå konsumenters beteenden, behov och kunna kartlägga vad konsumenter innerst inne verkligen känner och tycker. Men denna ”sanning” är ofta svår att kartlägga med undersökningar, detta då konsumenter har en tendens att rationalisera sina svar, dels för att det är den enklaste vägen ut när man får en fråga, men också för att det kan vara svårt och jobbigt att beskriva känslor och bakomliggande motiv, behov och attityder. Och ibland kanske man inte ens kan verbalisera en känsla eller ett behov.
Vår bild är att undersökningsbranschen inte i tillräckligt hög utsträckning tar hänsyn till detta och att man alltför ofta ställer raka och rationella frågor som i många fall bara ”skrapar på ytan”, och som i värsta fall också ger felaktig information. Undersökningsbranschen är också ganska dålig på att mäta känslor, detta görs i viss utsträckning i kvalitativa studier men sällan kvantitativt.
Ett sätt att komma längre för att mäta känslor och inre drivkrafter är att använda sig av projektiva tekniker, detta görs av en del undersökningsföretag idag. Men man jobbar nästan uteslutande med kvalitativa projektiva tekniker och kan inte kvantifiera resultaten. Dessutom har vi i Sverige en tradition då nästan alla typer av kvalitativa ”klippa‐och‐klistra‐övningar” felaktigt benämns som projektiva tekniker.
Gentemot kundsidan vill vi visa hur olika djupt man kan nå genom att ställa samma fråga på olika sätt och att projektiva frågetekniker oftare tar oss närmare ”sanningen” vilket resulterar i ett bättre och mer relevant beslutsunderlag.
Gentemot undersökningssidan vill vi visa att projektiva tekniker, oavsett om det är kvalitativa eller kvantitativa, kräver ett strukturerat arbetssätt med validerade psykologiska metoder. Vi vill även visa det som många kanske är medvetna om, men som få faktiskt har sett, att metoderna ger olika resultat.
Om talarna: Fredrik och Robert har en bakgrund i det som blev svenska TNS Gallup och driver sedan några år den egna konsultfirman Brandjobs. De blev år 2008 utsedda till Årets Marknadsundersökare i Sverige. Föredraget de ska hålla var ett av de mest uppskattade vid den svenska Marknadsundersökningens Dag i mars 2010.
12.00 Lunch in the exhibition area
13.15 Creative solutions to new challenges
Claudia Antoni og Michael Wittenberg, H,T,P, Concept, Tyskland: Lady Gaga for 15 minutes
The art of storytelling – how stories are created and told to others – is an elemental part of being human. In our stories we are the director, unconsciously defining the relevance of each element; the backdrop, the actors, the props, the brands, and the products by their emotional meaning to our individual selves. The tool BrainEpics™ combines the age-old power of storytelling with the newest neuroscientific findings. The result provides us with varied and flexible techniques which, with their element of playfulness, are able not only to add to the classic methods, but also to provide completely new approaches.
About the speakers:
Claudia Antoni studied German philology, Romance studies and Linguistics at the University of London. She is Senior Project Director and Member of Management Board at H,T,P, Concept. Above all she supervises strategic Insight-, brand- und product development processes. She is also responsible for the continuous progression of the methods-portfolio.
Michael Wittenberg, is also working as a Senior Project Director for H,T,P, Concept. During his studies of sociology he was immortally infected with a passion for understanding the way people live. He was particularly inspired by the German ‘Godfather’ of lifestyle-sciences Georg Simmel and his ‘Philosophy of Money’.
Anna Thomas, Define Research and Insight: “Could I just ask you a few questions as you have sex on this park bench?”
The presentation was originally delivered at the ESOMAR world congress in Montreux 2009 and describes the approach and findings of a qualitative research study conducted in the UK on behalf of the Department of Health. In gathering data, the need for research agencies to drive innovation in methodology is highlighted and the power of a respondent-centred approach in delivering high-quality information is underlined. In delivering solutions, the effectiveness of respondent co-created interventions is also considered and evaluated.
The paper was among the five nominees for the congress award ”Best Case History”.
Photo: Marcus Bjärneroth, Reflect
About the speaker:
Anna Thomas is Research Director at Define Research&Insight, UK. She has 15 years of experience from qualitative and quantitative research, in public and commercial sectors, from both agency and client-side. At the Swedish Market Research day in Stockholm in March, her presentation was one of the most appreciated. Apart from doing research at Define, she is highly active in building up the Lonbono Fund, which will help market researchers in poor countries get access to competence enhancement and networking.
Kim Møller-Elshøj, Scuttlebutt: Patterning brand conversations in on-line social media.
(presentation in Danish)
Fremtidens vindere i vores evigt ekspanderende informationssamfund, vil blive de virksomheder, som for det første er i stand til at skabe mening i det kaos af viden, der findes om dem selv og deres marked, især via internettet. Dernæst skal de mestre at omsætte denne viden til vindende strategier. Scuttlebutt er kommet på en ny måde at vi kan gøre begge dele muligt.
Sladderen, rygterne, historierne og anekdoterne vi kender fra fordumstids rygerum el. fra omkring kaffemaskinen finder nu sted i lang højrere og ubegrænset omfang on-line. Folk snakker om dit brand, dine produkter, dit firma eller i det mindst om din kategori, og de gør det alene fordi de har lyst og behov for det.
De historier kan være en utrolig værdifuld kilde til viden om dine forbrugere, deres behov og præferencer. Alt du som firma behøver er at begynde at lytte, men næsten ingen ved hvordan de skal gøre det. Bare femten historier om dit brand/firma per dag, bliver til næsten 1400 historier per kvartal. Selvom du måske kan nå at læse dem alle ad hoc, hvordan vil du så finde det overordnede mønster, den samlede historie?
Vi ved hvordan man finder de historier, fx i form a fotos, videoer, tweets, statusopdateringer og blogindlæg. Desuden ved jeg hvordan man finder mønstrene og meningen på tværs af dem alle, altså hvordan man skaber overblikket over selv tusinder af historier fra sociale medier.
Case:
Fra December 2009 til Februar 2010 lavede vi et research projekt i samarbejde med det internationale brand consultancy Lynx Eye. Her indsamlede og analyserede jeg over 400 historier fra sociale medier, om et af verdens mest kendte likørmærker, ejet af en af verdens tre største alkoholfirmaer.
Analysen fandt ikke alene frem til (a) hvor positiv el. negativ markedet var stemt overfor brandet, men også (b) hvor unikt de opfattede det ifht. konkurrenterne, (c) hvor loyale de var, (d) hvilken kontekst de forbrugte produktet i, og (e) hvilke 'brand benefits', der var vigtigst for dem, samt adskillelige andre dimensioner. Derudover fandt researchen ganske entydigt frem til hvilke type historier (fx reklamebudskaber) der ville finde genklag i markedet, og hvilke der ikke ville. Vi kunne i øvrigt også forklare, hvorfor den forrige strategi var slået fejl. Resultaterne blev meget vel modtaget, og firmaet inkluderer nu fundene i udviklingen af deres nye brandstrategi.
Bronze sponsors:
14.30 Coffee break in the exhibition area
15.15 The way forward
ESOMAR presents – Secret speaker; selected for DMD by ESOMAR in Amsterdam.
Bjørn Haugland, Norwegian Market Research Association: Markedsanalysebransjen i år 2020!
(presentation in Norwegian)
Bjørn Haugland, grunnleggeren av analysebyrået Feedback Research, markedsanalyseprogramvaren Confirmit og nåværende formann i Norsk Markedsanalyseforening vil si sin mening om hvordan han tror analysebransjen kan se ut om 10 år, på hvilke områder han mener bransjen får de største utfordringene og hvilke type konkurrenter som vi kan risikere å møte på veien.
16.45 Conference round-up. Individual transfer to the party.
18.00 Pre-dinner drinks at Hotel Skt. Petri, Krystalgade 22, København K.
Public transport: Nørreport Station (Metro, local, regional and long-distance trains).
19.30 Three-course dinner at Hotel Skt. Petri.
22.00 After-party sponsored by Norstat.
Welcome!
Henrik Hall, Mikael Karlsson
SMRN