ASC One Day Conference Series

Delivering Better: Turning up the insight, value, speed & action

ORT House, London. 14th Nov 2019.

14 November

Delivering Better

Ultimately survey research – as with any research – is all about the end results. Though it may be easy to forget this as we work hard to get the survey scripted, data prepped, tables tabulated, and slides sliding.

In this conference we will focus on the end results and how recent innovations in technology and thinking is making them better.

See all the details below...

Schedule plan

Come and join the discussion.

What we can learn from Tinder and internal stakeholders – who should do the swiping?

We all know that the success rate of New Product Development (NPD) is low. In response, we have improved our thinking, made ourselves more agile, and looked for ways to improve our ability to see ‘around the corner’. But are we looking in the right place? By turning the NPD spotlight away from consumers and onto the very organisations we work for, a better measure may emerge. This session will show how technology-enabled insight can help to bolster development muscle by turning the NPD process on its head and establishing a frictionless relationship with stakeholders. These are the elephants in the room.

The provocation is that we mainly focus on consumers and not the differences between those and the decision makers. There are lots of great examples of why this is key. From the deadly serious: the death of 65 on Flight 52, to my friend’s marriage request to the father of his Japanese girlfriend where ‘yes’ means ‘yes’ and ‘yes’ also means ‘no’. Knowing the difference is called ‘reading the air’ and is the principle behind the difference between high and low cultures.

We will show videos, Bill Gates, and a case study showing why we need to ‘Walk a Mile in His Moccasins’ to understand people. We will touch upon Tinder and show a mobile application. Furthermore, we will have the audience take their phones out of their pockets as part of the presentation rather than bore them with the content.

Location: Hall 1, Building A , Golden Street , Southafrica

Live TV is facing a challenge.  With around 50% of households having access to at least 1 SVOD service, coupled with free online content providers like YouTube, the need to make live TV as engaging as possible has never been greater.

While the shared experience of TV is valued, it is not currently delivered by SVOD services, and therefore provides a point of differentiation.  Apps designed for use during programming are one way to leverage this differentiation by immersing viewers and connecting them to the live experience.

For Formula 1, the Official app’s live timings feature is a way for fans to engage with the sport beyond the televised race.  By providing granular race information, best laps and driver positions, fans can access the full race picture, not just broadcaster commentary.   But to what extent does this feature enhance fans’ experience?  What motivates fans to use it and how can it be optimised?

This is the topic of our research.  Going beyond traditional research methods we use eye-tracking technology alongside depth interviews to understand the true user experience.

Showcasing recordings through the eyes of fan’s, we present the dynamic relationship between mobile device and television and what this means for brands.

Location: Hall 1, Building A , Golden Street , Southafrica

The theme is that achievements in Market Research become much more useful for client-side teams with effective communication and leave-behind tools.  We will share two examples of how market researching methods can be even more helpful to our clients’ daily work, if we merge them cutting-edge technologies from the Business Intelligence community.

Text Analytics

There are some classic things in Market Research that are still worth shouting about, and human coded databases are just that.  However, gone are the days when clients are satisfied with a few static bar charts in a PPTX report.  We’ll show how Machine Learning and advanced data visualisation leads to a more efficient and affordable methodology, as well as an amazing exploratory tool for clients.  Empowering them explore what KPIs are changing, why, and how they can take action.

Segmentation

We’ll share discuss how MR practitioners can go beyond the usual database tagging to create a leave-behind tool to analyse flow between segments over time.  A fully dynamic online visualisation, based on Sankey charting, hosted within Tableau.

Overall we wish to encourage the debate on how Market Research can remain relevant in a fast changing world.  How we can effectively implement new tools and techniques without losing what has made us credible over decades.  If we nail that then we have an opportunity to help our clients understand more about their world, and shift MR to the crucible of the much larger Business Intelligence industry.

Location: Hall 1, Building A , Golden Street , Southafrica

Our goal as a research team at Badoo is to ensure that the customer is at the heart of our work. However, we also know that powerpoints are a terrible way of getting to know a customer.

Customer understanding doesn’t just come from conducting research studies and sharing the results back with the business: it’s built through having an intuitive empathy for who your customer is, what they need and the role your brand plays in their life.

Badoo would like to share some examples of how we’ve been empowering non research admin across the company to break the fourth wall and conduct survey research themselves to develop a deeper connection and understanding of our customers, and increase the agility with which that knowledge is built. During the talk we will share:

  • The reasons why we feel empowering non researchers to conduct survey research is so important.
  • Give practical tips and techniques based on our learnings for how we created this democratised environment.
  • Share advice from what we’ve learned on ensuring that quality and rigour are still maintained.
  • Present a framework which we believe will help other organisations adopt a democratised approach to survey research

Location: Hall 1, Building A , Golden Street , Southafrica

Voxpopme are visionaries in the use of video feedback – come and hear what’s hot!

Location: Hall 1, Building A , Golden Street , Southafrica

Most new products launched fail. Even successful ones build their share over years. We tell a story of a new product that became the market leader with 18% market share within a year. The secret to such rapid sales? A strategy underpinned by hidden insights through the combinatorial power of ethnography, psychology and machine learning.

CONTEXT: The product was a natural one for HPV (a viral infection passed through skin-to-skin contact). It is detected at a pap smear test. Positive tests mean that women have the infection or cervical lesions have started to form. Women then enter long periods of tests, either ‘waiting and seeing’ or getting treated. For treatment, there are natural products and/or surgery.

METHOD: We conducted interviews with the product inventors, ethnography with women, depth interviews with gynaecologists, and quantitative research with 1000 women. We used validated scales, e.g., “perceived stress scale”, the “multi-dimensional locus of control”. We deployed a “competition” of multiple machine learning algorithms e.g. random forest, SVM.

INSIGHTS AND IMPACT: In order to evaluate whether the programme was successful and could be attributed to the combined methods there are three criteria:
a) Did the insight change minds? b) Did it lead to tangible impact? c) Could the insight be attributed to the specific techniques?

Whilst the impact (source: IMS) was an 18% share, the actual actions and the underlying insights and techniques are given:

i)Shaping the leadership narrative: Contrary to the initial belief was that there were consistent physician “best practices”, research revealed confusion with varied mental models, and the potential to shape the market and gain leadership.

ii)Positioning & targeting for the right patients and the “hot states” in the journey: The ingoing hypothesis was that women who are waiting for a diagnosis are the right target. The “competition of machine learning algorithms” counter-intuitively revealed women waiting for surgery were the likely target. Also, these women could be identified by the physician through a few simple questions on exercising habits and the psychological scales (stress and locus of control). The client is using this new insight for targeting

iii)Developing communication material to bridge the disconnect between physicians & patients: The initial belief was that physicians understood women’s needs. Ethnography revealed there women often misinterpretted what the doctor said. E.g., the doctor would say “It’s easy to catch” and that would cue “So it must be easy to pass on?”

iv)Focusing the sales aid for doctors to what really matters to patient: Patients were concerned about HPV clearance and not abnormal lesions. Communicating that to doctors was powerful

v)Engaging Opinion leaders: made possible the usage of validated scales and robust research

The case study highlights the importance of fearlessly learning and fusing new methods, co-creation, and focus on the business objective

Location: Hall 1, Building A , Golden Street , Southafrica

…like how do you run a prize draw in Quebec?

For over twenty years, we have tracked market share for one of the world’s leading IT company’s printer divisions. Although the data collection techniques evolved, the analytical model remained the same and involved scaling survey results using a model of the population.

In parallel, the client had been building a multi-million member customer panel, whose printers provide extremely accurate usage telemetry. However, this big-data includes no information on where and how customers shop, what research they undertake or why they behave as they do. Our own surveys also lacked much of this information, since the need to collect usage and share data significantly constrained the interview length.

Over the past two years, we have jointly been building a new model, which fuses, at customer level, information from surveys with usage telemetry. This combines the most accurate usage data our client has ever collected, with behavioural and attitudinal survey results. It has involved an unprecedentedly close working between our team and the client team.

There have been many learnings along the away and this paper aims to share some of these from studies we have completed in Europe, North America and Asia. These include the more common ones (such as fragmented ownership of client data, complex governance procedures for using the data), as well as ones that few people think of (for example, needing a crash-course in the law on prize draws around the world!).

We will also discuss some of the potential biases in telemetry data sets. For example, the effect of consent procedures and response bias in re-contact surveys.
The aim of this paper will be to look at the practicalities of an approach, which is widely tipped as the future of quantitative market research.

Location: Hall 1, Building A , Golden Street , Southafrica

This is a story of how qualitative research methods together with fierce analysis and collaborative discussions powered innovation and market disruption. As Bricks Capital approached the students accommodation market, it needed to explore the UK audience, its needs, and the evolving competitors’ landscape to develop a successful new concept. Examine the insight journey and hear how the emerging insights ignited the NPD phase generating a disruptive student accommodation concept, featuring a dramatically new layout, contemporary, premium design, unprecedented amount of social space, and client service rooted in empathy and respect.

Location: Hall 1, Building A , Golden Street , Southafrica

Location: Hall 1, Building A , Golden Street , Southafrica

Tom gives more than 100 keynote speeches, workshops and in-company presentations every year.
He has spoken in 35+ countries and on 6 continents at major business, marketing, technology and research events.

 

We look forward to him telling us all about the InsitesHub!

Location: Hall 1, Building A , Golden Street , Southafrica

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Location Info

The event will take place in the Delancey Theatre at the ORT House Conference Centre in Camden Town, London.

ORT House, 126 Albert Street, London, NW1 7NE

Transport Facilities

ORT House can be easily reached by both underground, bus lines, and rail.

For further information and location map, please click here

Diversity in Research & Technology

Diverse opinion enriches our discussion & we try hard to encourage it.  We offer discounts for independent researchers (ICG members), individual MR professionals (MRS members) & support Women In Research’s 50/50 Conference Initiative.