Entire show explode-a-myth - 2014

Explode-a-Myth25 February 2014

10am New York, 3pm London

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All copyright owned by The Future Place and the presenters of the materialFor more information about NewMR events visit http://newmr.org

Commences at 10am New York, 3pm London.Please ignore any voices you hear before 10:00 am, they will be the speakers preparing.

Explode-a-MythIntroduction to the session – Ray Poynter, Session Chair

Tom Ewing ‘Millennials are interesting’

Melanie Courtright ‘iOS and Android Data are the Same’

Joe Bockman ‘Implicit Association is Robustly Intuitive’

Lesley Dusart ‘Research participants are only motivated by incentives’

Maya Middlemiss ‘Respondents are reluctant to take part in research’

Rick Wilson ‘Mobile Research Surveys Can’t Exceed 5 Minutes’

Annie Pettit ‘Behavioural economics finally explains human behaviour’

Close of Session


Introduction.pptx

Tom Ewing.pptx

Melanie Courtright.pptx

Joe Bockman.pptx

Lesley Dusart.pptx

Maya Middlemiss.pptx

Rick Wilson.pptx

Annie Pettit.pptx

Tom Ewing, BrainJuicer, UK

Explode-a-Myth, 25 February 2014

Millennials are interesting

Tom EwingContent Director, BrainJuicer.

http://blackbeardblog.tumblr.com

Twitter: @tomewing





Thank you!

Tom EwingContent Director, BrainJuicer.

http://blackbeardblog.tumblr.com

Twitter: @tomewing

Melanie Courtright, Research Now, USA


Melanie Courtright

SVP, Client Services, Americas

iOS & AndroidData Are The Same



Smartphone Owners:Android & iOS Users

Demographic Profiles

<$100K Not Married

Male Female Married $100K+Ethnic

• Comfortable around people• Talk to lots of people at parties• Admire people with $$$ things• Thing I own say a lot about me• Feel they are trendier • New products are exciting• Buy new & different products• Pay more to try new products• Particular about brands used• Devastated if phone was lost• Important for entertainment• Used to avoid being bored• Researching products• Shopping• Purchasing products• Play Games• Listening to Music• Recording Videos

• … and many more!

iOS Users Say TheyAre More Likely …

91%

Caucasian

Android Users Say They Are More Likely …

• Not care about brand names• Try to keep their life simple as far as

possessions are concerned• To Watch shows or movies on TV• Talk on their phone• Use Navigation on their phone

Differences do indeed exist between & users.

Demographically, attitudinally, and behaviorally.

These differences arehighly relevant to #mrx.



Proclamation:

Myth Busted!

Thank you!

Joe Bockman, Sensory Logic, USA


Implicit Association is

1509 Marshall Street NEMinneapolis, MN 55413www.sensorylogic.com

6 5 1. 2 2 4. 7 6 4 7

Products and services offered by Sensory Logic, Inc., may be covered by one or more of the U.S. patents listed at http://www.sensorylogic.com/.

“The future [of market research] is about listening, measuring emotion,

and mining knowledge.”

- ESOMAR, Research World

http://www.sensorylogic.com/



• Evaluation of concepts:

– Murder

– Happiness

– Abortion

– Welfare

Sources: Brunel, Tietje, & Greenwald; Nosek & Banaji; Cunningham, Raye, & Johnson

The More We Think, The Less We FeelConfounding Factors

• Overall, the IAT can provide implicit

measures of automatic attitudes, self-

concepts, self-esteems, and

stereotypes.” Reliability declines for

items with extremely low familiarity

levels,… So stimuli should be

reasonably familiar (creating a

problem for the testing of new

advertising concepts/executions), and

unambiguously fall into one of two

categories: pleasant or unpleasant.”

• “IAT may be confounded with other

factors such as a person’s cognitive

ability.”

• “The reliability of implicit measures is far below typical standards for their explicit

counterparts.” Factors: distraction, reading speed, ability to respond quickly, word

length, task performance strategies, attention, motivation.

© 2013. All Rights Reserved.

Implicit Association is Robustly Intuitive?



1509 Marshall Street NEMinneapolis, MN 55413www.sensorylogic.com

6 5 1. 2 2 4. 7 6 4 7

Joe Bockman on behalf of Dan Hill

© 2013. All Rights Reserved.

Thank You!

http://www.sensorylogic.com/

Lesley Dusart, Vision Critical, UK


Busting the Myth that

Research Participants are only

motivated by incentives

Lesley Dusart

Vision Critical



MYTH: Research participants are only motivated by incentives



Thank you!

Q&A after next presentation!

Maya Middlemiss, Saros Research Ltd, UK


“Respondents Are Reluctant

to Take Part in Research”

Maya Middlemiss

Managing Director

Saros Research Ltd

@Sarosresearch



Youtube/SarosResearch



Thank you!

Maya Middlemiss

Managing Director

Saros Research Ltd

@Sarosresearch





MARKET RESEARCH THEN VS. NOW



Thank you!

Rick Wilson

[email protected]

Annie Pettit, Peanut Labs, Canada


Behavioural Economics

Can Finally Explain

Human Behaviour

Annie Pettit

Chief Research Officer

[email protected]

@LoveStats



Behavioural Economics

Can Finally Explain

Human Behaviour

Freud (1856—1939)The “Unconscious”

Thorndike 1920Halo Effect

Asch 1951Conformity

Milgram 1963Obedience

Zimbardo 1971Prisoners Guards

Annie PettitChief Research Officer

[email protected]@LoveStats

Sherif, White, Hood 1954Cooperation



Thank you!

Annie Pettit

Chief Research Officer

[email protected]

@LoveStats

Explode-a-MythThank you for attending, for more information about upcoming events and opportunities to speak visit newmr.org.

• April Lecture Series, 8, 24, 29, 30• May Lecture Series, 8, 9, 14, 16, 20• Festival of NewMR, 1-5 December


Marketing

Entire show explode-a-myth - 2014