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Explode-a-Myth25 February 2014
10am New York, 3pm London
Thanks to our Sponsors
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
All copyright owned by The Future Place and the presenters of the materialFor more information about NewMR events visit http://newmr.org
Tom Ewing, BrainJuicer, UK
Explode-a-Myth, 25 February 2014
Millennials are interesting
Tom EwingContent Director, BrainJuicer.
http://blackbeardblog.tumblr.com
Twitter: @tomewing
Tom Ewing, BrainJuicer, UK
Explode-a-Myth, 25 February 2014
Tom Ewing, BrainJuicer, UK
Explode-a-Myth, 25 February 2014
Thank you!
Tom EwingContent Director, BrainJuicer.
http://blackbeardblog.tumblr.com
Twitter: @tomewing
Melanie Courtright, Research Now, USA
Explode-a-Myth, 25 February 2014
Melanie Courtright
SVP, Client Services, Americas
iOS & AndroidData Are The Same
Melanie Courtright, Research Now, USA
Explode-a-Myth, 25 February 2014
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.
Melanie Courtright, Research Now, USA
Explode-a-Myth, 25 February 2014
Proclamation:
Myth Busted!
Thank you!
Joe Bockman, Sensory Logic, USA
Explode-a-Myth, 25 February 2014
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
Joe Bockman, Sensory Logic, USA
Explode-a-Myth, 25 February 2014
• 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?
Joe Bockman, Sensory Logic, USA
Explode-a-Myth, 25 February 2014
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!
Lesley Dusart, Vision Critical, UK
Explode-a-Myth, 25 February 2014
Busting the Myth that
Research Participants are only
motivated by incentives
Lesley Dusart
Vision Critical
Lesley Dusart, Vision Critical, UK
Explode-a-Myth, 25 February 2014
MYTH: Research participants are only motivated by incentives
Lesley Dusart, Vision Critical, UK
Explode-a-Myth, 25 February 2014
Thank you!
Q&A after next presentation!
Maya Middlemiss, Saros Research Ltd, UK
Explode-a-Myth, 25 February 2014
“Respondents Are Reluctant
to Take Part in Research”
Maya Middlemiss
Managing Director
Saros Research Ltd
@Sarosresearch
Maya Middlemiss, Saros Research Ltd, UK
Explode-a-Myth, 25 February 2014
Youtube/SarosResearch
Maya Middlemiss, Saros Research Ltd, UK
Explode-a-Myth, 25 February 2014
Thank you!
Maya Middlemiss
Managing Director
Saros Research Ltd
@Sarosresearch
Maya Middlemiss, Saros Research Ltd, UK
Explode-a-Myth, 25 February 2014
Maya Middlemiss, Saros Research Ltd, UK
Explode-a-Myth, 25 February 2014
MARKET RESEARCH THEN VS. NOW
Maya Middlemiss, Saros Research Ltd, UK
Explode-a-Myth, 25 February 2014
Thank you!
Rick Wilson
Annie Pettit, Peanut Labs, Canada
Explode-a-Myth, 25 February 2014
Behavioural Economics
Can Finally Explain
Human Behaviour
Annie Pettit
Chief Research Officer
@LoveStats
Annie Pettit, Peanut Labs, Canada
Explode-a-Myth, 25 February 2014
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
Annie Pettit, Peanut Labs, Canada
Explode-a-Myth, 25 February 2014
Thank you!
Annie Pettit
Chief Research Officer
@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
All copyright owned by The Future Place and the presenters of the materialFor more information about NewMR events visit http://newmr.org