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Main Stage, November 3, 2011
Research Transformation Awards Jon Puleston, GMI
A Presenta*on from the Fes*val of NewMR Main Stage – November 3, 2011
Jon Puleston, GMI, UK Festival of NewMR 2011 - Session 6 Schedule: 5:30pm – 7:30pm (GMT)
A celebration of the things that have had (or are having!) a transformative impact on
market research
Jon Puleston, GMI, UK Festival of NewMR 2011 - Session 6 Schedule: 5:30pm – 7:30pm (GMT)
Thanks to the Panel of Judges: 30 Industry Innovators & thought leaders
Mike Cooke: GFK Orlando Wood: Brainjuicer Labs Martin Oxley: BuzzBack Sabine Stork: ThinkTank Surinder Siama: ResearchTalk.co.uk Tom De Ruyck: InSites Consulting Betsy Leichliter: Leichliter Associates Kathryn Korostoff: Research Rockstar Mitch Eggers: GMI Chief Scientist Roxana Strohmenger: Forrester Mario Menti: twitterfeed.com Dan Kvistbo: Norstat Ole Andresen : Confirmit Adam Warner: RW Connect Diane Hessan: Communispace
Leonard Murphy: Greenbook blog Sue York: NewMR Alex Johnson: Kantar Operations Jo Rigby: Omnicom Media Group Sven Arn: H,T,P Concepts Reg Baker: Market Strategies Pravin Shekar: Krea Bernie Malinoff: Element 54 Deborah Sleep: Engage Research Peter Mouncey: IJMR Edward Kasabov: Bath University Brian Tarran: Research Magazine Jeffrey Hennings: Affinnova Mark Uttley: ex Sony Music Sean Copeland: Environics Research Wim van Slooten: MOA Netherlands
Jon Puleston, GMI, UK Festival of NewMR 2011 - Session 6 Schedule: 5:30pm – 7:30pm (GMT)
Communication Awards
Jon Puleston, GMI, UK Festival of NewMR 2011 - Session 6 Schedule: 5:30pm – 7:30pm (GMT)
The question: Which of these publications do you feel has made the most important contribution in informing the world about market research?
• Admap • International Journal of Market Research • Research Magazine • Quirks Marketing Research Review
The short listed nominees:
Jon Puleston, GMI, UK Festival of NewMR 2011 - Session 6 Schedule: 5:30pm – 7:30pm (GMT)
Winner: Research Magazine Citation: It has its fingers on the pulse of market research ! Covering both the stories and the people behind market research and its successful blend of online and offline communication.
Jon Puleston, GMI, UK Festival of NewMR 2011 - Session 6 Schedule: 5:30pm – 7:30pm (GMT)
The question: Which of these emerging forms of communication is having the most transformative impact on how Market Research ideas are proliferated?
• Twitter • The general blogging community • Greenbook Blog • LinkedIn • NextGenMR • Facebook • Festival of New MR!
The short listed nominees:
Jon Puleston, GMI, UK Festival of NewMR 2011 - Session 6 Schedule: 5:30pm – 7:30pm (GMT)
Winner: Twitter Citation: Emerging as the No.1 platform for the transfer of news and ideas across the Market Research community
Runner up: The blogging community Citation: Market research bloggers are really driving forward the market research agenda.
Jon Puleston, GMI, UK Festival of NewMR 2011 - Session 6 Schedule: 5:30pm – 7:30pm (GMT)
The question: Which of the books would you pick as the one that has had the most transformative impact on Market Research? • Resonate, Nancy Duarte • Black Swan, The Impact of the Highly
Improbable, Nassim Nicholas Taleb • Consum.erology, Philip Graves • Being Wrong Adventures in the
Margin of Error, Kathryn Schulz • The Art and Science of Interpreting
Market Research Evidence, Smith and Fletcher
The short listed nominees:
• The Psychology of Persuasion, Robert Cialdini
• The Wisdom of Crowds, James Surowiecki
• Where good ideas come from, Steven Johnson
• How We Decide, Jonah Lehrer • Herd, Mark Earls • Reality is broken, Jane McGonnigal • Information is beautiful, David
McCandless
Jon Puleston, GMI, UK Festival of NewMR 2011 - Session 6 Schedule: 5:30pm – 7:30pm (GMT)
Winner: Information is Beautiful Citation: David McCandless’s book is a must have addition to any market researchers coffee table! The book that made data sexy
2nd prize: The Wisdom of Crowds Citation: James Surowiecki’s book is one of the most cited books in Market research a wonderful validation of what we all hoped to be believe that collectively we are smarter than we think.
3rd prize: How we decide Citation: Jonah Lehrer’s book delves into the hidden decision making process of the brain, a must read for would be behavioural scientists
The question: Which of these Market Research organisations do you think has and is having the most transformative impact on Market Research?
• AMA • CASRO • ESOMAR • GOR • MRA
The short listed nominees:
• QRCA • Research & Results • The ARF • The Market Research Society • WARC
Winner: ESOMAR Citation: A truly global market research organisation which unites the world of market research
The question: Overall, which of these forms of communication do you think will be the most influential communication medium in the future?
• The blogging community • Twitter • LinkedIn groups • Market Research conferences • Market Research publications • Books
The short listed nominees:
Winner: Twitter Citation: “Every idea, every news story, every new and interesting blog post your hear it all first on Twitter”
Winner*: MR Conferences Citation: Despite all these modern forms of communication, conference remain the single key platform from which ideas in the market research industry are proliferated.
* For non-tweeters!
Research methodologies
Jon Puleston, GMI, UK Festival of NewMR 2011 - Session 6 Schedule: 5:30pm – 7:30pm (GMT)
The question: Over the last few years technology has opened the doors to a host of new techniques. Which of these has or will have the most transformative impact on MR?
• Implicit association research • Eye tracking • Click testing/heat mapping • Online dial testing • Virtual shopping • Facial emotion recognition
The short listed nominees:
Jon Puleston, GMI, UK Festival of NewMR 2011 - Session 6 Schedule: 5:30pm – 7:30pm (GMT)
Winner: Facial emotion recognition Citation: Anyone who has seen this in action cannot fail to be impressed with its potential as a market research tool
Jon Puleston, GMI, UK Festival of NewMR 2011 - Session 6 Schedule: 5:30pm – 7:30pm (GMT)
The question: There have emerged a range of new ways of gathering data over recent years. Which of these do you think is the one to watch for the future?
• Instant polling • River sampling • Micro sampling • Intelligent sample merging • Traditional panels • Social media sourcing
The short listed nominees:
Jon Puleston, GMI, UK Festival of NewMR 2011 - Session 6 Schedule: 5:30pm – 7:30pm (GMT)
Winners: Social media sourcing Citation: Who would bet against social media becoming a primary channel for accessing audiences for market research?
Second: Intelligent sample merging Citation: Mix sample sources are going to be ever more important in the future and technology that can intelligently merge sample will have a critical role to play
Jon Puleston, GMI, UK Festival of NewMR 2011 - Session 6 Schedule: 5:30pm – 7:30pm (GMT)
The question: Which of these qualitative techniques do you think is having the most transformative impact on qualitative research?
• Online focus groups • Hybrid quali-quant techniques • Webcam interviews • Focus group game play techniques • NLP inspired technqiues
The short listed nominees:
Jon Puleston, GMI, UK Festival of NewMR 2011 - Session 6 Schedule: 5:30pm – 7:30pm (GMT)
Winner: Hybrid quali-quant techniques Citation: The lines between qual and quant are rapidly blurring and techniques that blend the two are very much seen as the future.
Jon Puleston, GMI, UK Festival of NewMR 2011 - Session 6 Schedule: 5:30pm – 7:30pm (GMT)
The question: What piece of software has had the most transformative impact on MR?
• Confirmit • SPSS • Survey Monkey • Snap • Survey Gizmo • Sawtooth • etabs • Market Tools
The short listed nominee:
Jon Puleston, GMI, UK Festival of NewMR 2011 - Session 6 Schedule: 5:30pm – 7:30pm (GMT)
Winner: Confirmit Citation: Its flexibility and depth of features it has become the most widely adopted platform for designing online surveys in the MR industry
2nd: Survey Monkey Citation: Surveys for the people!
Jon Puleston, GMI, UK Festival of NewMR 2011 - Session 6 Schedule: 5:30pm – 7:30pm (GMT)
The question: Which of these has had the most impact on the way you present data?
• Wordle • Dashboarding • Story telling techniques • Infographics
The short listed nominee:
Jon Puleston, GMI, UK Festival of NewMR 2011 - Session 6 Schedule: 5:30pm – 7:30pm (GMT)
Winner: Story telling Citation: The concept of story telling is one that we can all latch onto as a means of creating better reports and presentations.
Jon Puleston, GMI, UK Festival of NewMR 2011 - Session 6 Schedule: 5:30pm – 7:30pm (GMT)
The question: Which of these groups do you think have had to most impact on transforming the way we do market research over recent years?
• Off shoring businesses • Existing leading MR firms • The younger generation of MR firms • New entrants from outside traditional MR • Client side market research teams
The short listed nominee:
Jon Puleston, GMI, UK Festival of NewMR 2011 - Session 6 Schedule: 5:30pm – 7:30pm (GMT)
Winner: The Younger Generation of MR firms Citation: The last decade has seen the rapid growth of a number of new MR first which have really transformed and shaken up the market research industry
Winner: New entrants from outside traditional MR Citation: On the horizon are the likes of IBM & Facebook moving into the market research territory
Jon Puleston, GMI, UK Festival of NewMR 2011 - Session 6 Schedule: 5:30pm – 7:30pm (GMT)
The main awards
Jon Puleston, GMI, UK Festival of NewMR 2011 - Session 6 Schedule: 5:30pm – 7:30pm (GMT)
The question: Which of these methodologies and techniques would you award 1st 2nd & 3rd prizes to for their transformative impact on Market Research
• Research communities • Co-creation • Gamification • Mobile phone research • Behavioural economics • Text analytics • Social media monitoring
The short listed nominees:
• Real time research • Infographics • Neuro research • Predictive markets trading • Online qualitative research • Conjoint analysis • Virtual shopping
Jon Puleston, GMI, UK Festival of NewMR 2011 - Session 6 Schedule: 5:30pm – 7:30pm (GMT)
2nd prize: Co-creation Citation: This technique has married marketers and consumer together to revolutionise product development
Winner: Research communities Citation: MROC communities have been the real success story for market research over recent years, spawning a raft of successful new business and re-engineered how many businesses are interacting with their customers
3rd prize: Gamification Citation: An idea that has set the industry alight with the realms of possibilities it offers to not just gather data but to communicate with consumers and clients alike.
Jon Puleston, GMI, UK Festival of NewMR 2011 - Session 6 Schedule: 5:30pm – 7:30pm (GMT)
The question: Which of these ideas and themes that have emerged over the last few year have resonated most with you? 1. Listening rather than asking 2. The hidden decision making process of our brain 3. Information can be beautiful 4. Big data
Jon Puleston, GMI, UK Festival of NewMR 2011 - Session 6 Schedule: 5:30pm – 7:30pm (GMT)
What is the next big thing?
“Predictive behaviours” Born out of big data analysis we will be doing less research & more prediction
“360 degree mobile research” Once we start paying for things via our mobile it will become the font of all knowledge.
“Identity economics” how our identities and the norms we expect to see within these identities shape consumption patterns
Jon Puleston, GMI, UK Festival of NewMR 2011 - Session 6 Schedule: 5:30pm – 7:30pm (GMT)
Q & A
Andrew Jeavons Survey Analytics
Jon Puleston GMI
Jon Puleston, GMI, UK Festival of NewMR 2011 - Session 6 Schedule: 5:30pm – 7:30pm (GMT)
Main Stage, November 3, 2011
Research Transformation Awards Jon Puleston, GMI
A Presenta*on from the Fes*val of NewMR Main Stage – November 3, 2011