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Ten Things We Learned This Summer

30 Nov Posted by SWMRA in Cactus Call, Uncategorized | Comments Off on Ten Things We Learned This Summer
 

10 Things We Learned This Summer

(by Melissa Pepper)

As is always the case, this summer the Southwest Chapter presented us with opportunities to learn. Starting off with a webinar about behavioral economics and continuing with our annual Educational Forum here are the highlights.

1. When Merrill Dubrow of MARC Research gives a presentation, he gets in his 10,000 steps and maybe even more.

https://m.youtube.com/watch?v=-Tegz6xUndk&feature=youtube_gdata_player

2. Our clients want quick, but new tech takes time to integrate so we have to filter the noise to get to the profitable in order to connect to the right new technology for our particular businesses in order to position our companies for the future. (From Merrill’s presentation at EF)

3. The cost of using neuroscience in a qualitative research has come down to affordable ($2500/day) and the equipment isn’t as cumbersome for participants so we can capture data on emotions. And 90% of decisions are made emotionally. (From Anne Hedde’s presentation at EF. Anne is the Executive Vice President of Schlesinger Interactive.)

4. When 8 past presidents of the Southwest Chapter gather under one roof, photos will be taken.

5. Neuroscience, by helping us understand the brain, can save us money by giving us clarity from the beginning and helping us stay on target. (From Michelle Adam’s EF presentation. Michelle is the founder and CEO of Brainology.)

6. Mixed methodology (in this case finding and profiling participants online and then sending them out to take photos with their mobile devises to learn about packaging and shelf presentation in the nail care industry ) is an effective way to conduct research about what drives consumers to make what are highly impulsive purchase decisions and what turns them off to purchasing. (From Lisa Panchal of Coty and her research partner, Per Smith of Research Now during their EF presentation.)

7. With just a little sneakiness and subterfuge, you can surprise Alice Butler with a well-deserved Chapter Service Award.

8. Brand sponsored online communities can do double duty having both brand engagement and research objectives. Member input can help shape products and message. They can then be tapped to create reviews ahead of a product launch. And they spend more money with the brand than other customers, so much so that the community pays for itself. Maybe marketing and marketing research can and should play together in the customer sandboxes. (From the EF presentation of Katy Mallios, Insights & Intelligence Consultant at SPYCH Marketing Analytics.)

9. Nothing else matters until somebody buys something. Implicit research (a way to gain consumer insights without relying on what consumers are able and willing to self-report) can help you find what attributes drive your brand lovers. (From the EF presentation of Faith James, Vice President of Strategic Marketing at Sentient Decision Science.)

10. SWMRA events shouldn’t be missed!  From qual and quant to mobile and neuro and social and big data, we’ve got your curiosity and education needs covered!