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.

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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.

Formula 1 offer a variety of official digital channels for fans to engage with the sport beyond the televised race.  But to what extent does these enhance fans’ experience, and what other digital channels, brands and content fill the needs-gaps between the actual televised

This is the topic of our research.  Going beyond traditional research methods we use a combination of in-home eye-tracking technology alongside depth interviews to understand the true user experience during the race, as well as passive metering to measure true digital consumption over a full race week.

Showcasing recordings through the eyes of fan’s and quantitative analysis of digital consumption, we present the dynamic relationship between digital devices and television and what this means for brands.

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

The overall theme of this talk is to try and contribute towards 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 community.

Several examples will be shared, including:

  • The “Super-6” approach to making human coded databases an efficient and affordable methodology for clients.
  • How employing advanced data visualisation can lead to an effective and practical exploratory tool for clients. Empowering them to explore what KPIs are changing, why, and how to take action.
  • Practical “how-to” knowledge will be shared on how you can re-shape survey data, via Tableau Prep, into something much more palatable for BI community visualisation tools.
  • An examination of how the market-leading data vis platform, Tableau, can be embraced by the MR community; to help us connect our practice with the wider data-focused world.

A hope is that we may end with the ASC audience contributing to the discussion on how we, as an industry, can better connect with the world.  How could we make our research findings, survey data and survey platforms more accessible and relevant?  Dare we dream that we might even be able to work together, as a collective, to help facilitate the incorporation of survey data into other sectors’ daily activity?

Onwards and Upwards!

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

Video has never struggled to capture rich, personal stories about consumers. However, understanding and sharing the insight revealed in video feedback hasn’t always been quite so easy, making it incompatible with the fast-paced environment of the modern researcher. Until now that is.

Technology has automated video to ensure the depth of qual is available at the speed of quant. In this session, Andrew Barraclough, Voxpopme Founder & CTO, explores how the careful application of Natural Language Processing and A.I. has transformed video into an agile solution to make the deeply personal, instantly searchable and sharable.

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

Humans are at the centre of all market research. They’re the people with questions, the people with the answers, and the people with the means to understand those answers and turn them in to actionable insights.

Unfortunately, humans aren’t always the primary focus of software development. Even with the ideas of User Interface / Experience (UI/UX), and Mobile-First Design we’re dehumanising people by referring to them as technical details or, even worse, by the means in which they use the software.

We’re in the process of redesigning our decade old Survey software. We started with the humans rather than the technology – we’re stripping away as many frustrations as we can for all the people involved in a survey.

One of the core pieces of this redesign has been to create a Flowchart inspired interface for building surveys. This has the immediate benefit of making larger or otherwise more complicated surveys easier to work with for researchers. This sets a solid foundation for a smoother experience for the survey participants.

We’ll be looking this Flowchart inspired interface, and the technical opportunities it presents for collecting and utilising data to explore how it facilitates better delivery of insight.

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

Data fusion at the Belgian national Lottery. Maximising market effectiveness.

A lot of us probably have a flutter on the Lottery, maybe regularly or maybe occasionally when there’s a big jackpot. Maybe we have a subscription, play online or in-store. How we play the Lottery is one thing, why we play the Lottery is another. But if I’m the Brand ,surely I need to understand both so that I can communicate with you most effectively with the right message in the right place at the right time.

That was the challenge facing the Belgian National Lottery. Over time they had built up behavioural segmentation models for their online customers to understand upsell, cross-sell and reactivation opportunities. Parallel to that a motivational and attitudinal segmentation had been developed from primary research data to help drive new product development and communications strategy. However, there was no way of linking the two.

In this presentation we show the approach we took to combining attitudinal and behavioural data together into a single customer segmentation that enables the Belgian National Lottery to activate communication strategies based on an individual’s playing behaviour but in the context of their motivations and attitudes to playing. This allows the Belgian National Lottery is be more relevant and timely to each of their customers in the execution of their brand campaigns.

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 Insight Activation Studio!

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.