Research Association NZ InterVIEW magazine 2015 qtr 3 by Research Association NZ

InterVIEW August 2015

WORD FROM THE BOARD

Well, we’re nearly there. Conference 2015 “Research Without Boundaries” is only days away. The single biggest event on the NZ research and insights calendar.

Publisher: Research Association

If you haven’t booked your tickets, go online, do it now. In this issue there are big shoutouts to the sponsors who make it possible to hold a conference. Their contribution bridges the gap between ticket sales and the total cost of this event. They also bring their people, products and services, and enable us to add more fun and glamour to what could otherwise be quite a serious affair. Conference (and Awards) always reminds me of the power of teamwork. It is teamwork and the contribution of dozens of researchers, suppliers and clients working together, under Winifred Henderson’s direction, which makes this incredible thing happen. Some might say a little less exciting, but every bit as important, is strategic planning. And this year the Board, with a lot of help and input from members and friends have been working on a strategic plan for our Industry Association. The goal is to map out our priorities for the future and build a plan to take us there. We also need to get really clear about the purpose and goals of RANZ, which has been created to support our industry into a brighter future. RESEARCH ASSOCIATION NEW ZEALAND is a membership organisation specifically for the community of pro-

Rob Bree General Manager

The dedicated team which produced this newsletter includes: Jeremy Todd Anika Nafis

fessional providers and users of research and insights. Our purpose is to assist our members by providing appropriate industry leadership, development and support. Our goal is to position the NZ research community (agencies, clients and suppliers) as professional experts and support industry-member growth in all its relevant forms ie skills, networks and business. This statement encapsulates why we exist and what our primary function is - to serve the member community in all the forms that demands. Importantly, we have defined the member community as providers and users of research and insights. It is deliberately broad and inclusive reflecting the Board’s desire (as your representative) to grow the Association, and to evolve and serve a larger research and insights community in the future. If you’d like to know more, or get involved with any aspect of the Association, please contact me on director@researchassociation.org.nz

See you at Conference.

Sue Cardwell Robyn Moore Jakob Knudsen Rachel Prendergast Claire Lloyd Carolyn Parker Layout and design by Charmaine Fuhrmann

Images are copyright to their owners and should not be copied without permission Copyright (c) Stock.XCHNG Photos, 123RF Stock Photos, RA. InterVIEW is published four times a year by an enthusiastic sub-committee of the Research Association committee. The views expressed are not those of the Research Association. We welcome your input and your requests for advertising space.

Visit us: www.researchassociation.org.nz

Rob 3

SPOILER

SPOILER ALERT

Thinking of coming to conference and wondering what the presentations are going to be all about? Our synopsis of the main sessions will whet your appetite for registering today. Pg

We have a fantastic set of sponsors helping us bring the APRC conference to Auckland in September. Meet this excited bunch, including why they’re so keen to be a part of it and who to watch out for on the dance floor. Pg

Genderblend and other trends market researchers need to know about. Stay on top of your game with this snapshot of trends that influence the way we live and work in future. Pg

How well equipped are we as qualitative researchers to engage Māori in research? Our discussion paper by Janette Brocklesby will provoke thought on this. Read the discussion and consider some important principles when under taking research with Māori. Pg

Heard of design thinking? It’s an approach to innovation that places consumer desirability at the forefront. This feature by Steven Gaston is a must-read introduction to the concept. Pg

Are you thinking of attending a RANZ professional development event? A range of attendees have kindly given us a rundown of their experience to encourage your RSVP. Pg

InterVIEW August 2015

CONTENTS

08 10

HOT TOPIC

CONFERENCE SUMMARY

CONFERENCE SPONSORS

THE ORGANISED MIND

MARKET RESEARCH TRENDS

22 27 30 34

NEW FELLOWS

DISCUSSION PAPER DESIGN THINKING INNOVATION

REVIEWS

60 SECONDS WITH JEREMY TODD

SAVE THE DATE

WHAT’S INSIDE

PRESIDENTS NOTE

Introducing New Fellows

CAT

RIN E

Y-B E

LEE

RYA N

SPE NC

ER WIL LIS

WATCH THIS SPACE, we will be featuring these stars in the next review

InterVIEW August 2015

FEEDBACK

HOT TOP IC!

CLICK

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EEP IN TOUCH

>CLICK HERE

InterVIEW August 2015

HERE

WHAT’S THE LATEST?

www.csc.org.nz

Y-B E

HA M

RANZ helps you get great deals!

CAT

RIN E

Have you used your RANZ Discount Card yet? If not, you’re missing out! Belonging to RANZ brings a range of benefits such as development opportunities, advocacy, a code of ethics, and ... Through the Association’s membership of the Australasian Society of Association Executives (AUSAE) we have secured access to a members’ discount programme. Earlier this year you should have received a discount card. This card entitles you to discounts from 16 different retailers merely by presenting the card at the point of purchase. The participating retailers are listed inside the folding card and the types of deals vary by retailer. Some of the participating stores are Beaurepaires, Bunnings, Hertz, Mico, Millenium and Copthorne Hotels, Noel Leeming, Repco, and VTNZ. If the programme is well received by members we will investigate a more extensive version in the future which runs on a smartphone platform.

So don’t miss out on this great benefit of being part of RANZ.

APRC CONFERENCE 2015

CONFERENCE

SUMMARY 2015 KEYNOTE SPEAKER Phil O’Reilly – Chief Executive of Business NZ

Business Without Boundaries – Phil O’Reilly will be addressing the trends that are changing business today – new sources of value, new approaches to trade, and an exponentially growing information base. Phil will also reflect on the place of innovation, diversity, and new technologies in business. Proudly sponsored by

Platinum sponsor 10

InterVIEW August 2015

KEYNOTE SPEAKER Dominic Quin – Director Planning & Insights – Global Brand & Nutrition – Fonterra

utes to business decisions that ensure Tourism NZ deliver their brand promise of “100% Pure New Zealand” to the world.

Deeper Real-Time Research For Global Success - Fonterra has set itself the ambition to become a globally relevant cooperative to over 2 billion people by 2025, generating higher returns for its shareholders by adding value to every litre. In order to achieve its ambition, Fonterra has put the consumer, shopper and customer at the centre of its business, driving a break-through model for research and insight across multiple geographies. Learn how Fonterra has driven a re-orientation of its business by generating deeper, real-time anticipation of consumer and customer immediate and future needs, facilitating the re-prioritisation of Group-wide resources to these game changing growth initiatives. KEYNOTE SPEAKER Kevin Bowler – CEO – Tourism NZ The Power Of Imagery – Kevin Bowler will be discussing Tourism NZ’s consumer insight driven system that identifies the optimal images for particular products and regions, and which contrib-

KEYNOTE SPEAKER Alexis Perrott – Service Director, Global Market Research – NZ Trade & Enterprise

Which

Market?

Choosing

which international market a company enters based on gut feel, a relative’s recommendation or a few email enquiries is no longer an option for New Zealand companies wanting to be competitive and extend their global reach. Alexis Perrott shares some of the common challenges New Zealand companies face when deciding to enter new markets and looks at how companies are using research to assist their decision making.

KEYNOTE SPEAKER Peter Cullinane – Chairman of Assignment Group; Founder – Lewis Road Creamery

Research

Isn’t

Working

–

A contrarian view from Peter Cullinane.

APRC CONFERENCE 2015

Duncan Stuart – Director – Kudos Dynamics When Robo-Marketing Goes Wrong – Duncan will discuss the double-edged sword of smart digital technology and how it relates to marketing. He surmises it can solve common problems but create even bigger ones at the same time.

Peking Tan – Founder & CEO of Xinsight The New Equity Of Brand In The Digital Era – Peking Tan will discuss both the implications of the digital era for brand equity, and the ability of data ecosystems to monitor marketing initiatives and empower marketers to measure the digital equity of brands.

Jonathan Dodd & Louisa Wood – Research Directors, Ipsos When The Elephant In The Room Is An Invisible Gorilla – If we can’t rely on respondent memories, we need to redefine research by disrupting conventions and pushing beyond our comfort zones. This paper will outline these challenges, review some options for overcoming them, and present the paradigm shift needed to remain relevant in the 21st century.

Horst Feldhaeuser – Group Client Director – Infotools, & Carl Edkins – Strategy Planning & Insights Manager, Coca-Cola Oceania Ltd. Visualising A Coke & A Smile – Coke has been recognised as the second most innovative research client. This paper will demonstrate what that means and how technology has delivered tracking insights to stakeholders faster, better and cheaper.

Erica Van Lieven – Managing Director – Direction First Turning Consumer Insights Into Company-wide Memes – Erica will identify unmet client needs and discuss how to ensure insights trigger meaningful action within an organisation and lead to positive business impact. Erica will discuss how insight professionals can achieve this in an efficient yet effective way.

Professor Leo Paas Survey data: history or complement to big data? - The growth of big data suggests surveys have become an instrument of the past, but there are a number of caveats. The limitations of big data and the added value of survey research will be discussed in Leo’s presentation.

Mark Pickering – Founder & Creative Strategist – Fluxx Marketing and Events; Chairman – The Experiential Marketing Association of NZ Measuring Brand Experience – Processes And Outcomes – This paper will showcase the measurement of experiential marketing, and discuss the importance of digital, mobile and viral social media as part of that measurement suite. It will challenge the research industry to add value to agencies and brands working in the experiential field.

Anne John-Francke - Director, NeedScope International Culture: the reason or the excuse - Brands never speak directly to a consumer, they are always filtered through a culture. The interpretation of culture opens a door to greater consumer insight. As researchers and marketers we must challenge ourselves – we observe cultural differences and explain behaviour and rituals, but do we truly understand consumers within a culture?

Jude Rutherford – Director – Juice Research Don’t Fence Me In – In the face of the need to “change or die”, have we fundamentally changed what we offer and do? Have we changed how clients consider the role of research in their strategic process? This paper will explore the progress made and present hypotheses around the boundaries that keep us dependent on traditional methods and thinking. Mark Lepine – Managing Director – SSI Asia Pacific Big Data And Technology’s Impact On Market Research – Mark will discuss the challenges and opportunities that big data presents, and attempt to answer the most important questions relating to big data.

Andrea Mitlag & Sian Campbell – Think Research What do customers really think about completing a survey? How do you make your survey stand out from the crowd? This workshop will cover how to drive participant value in answering a survey and what drives them to participate.

George Glubb & Elizabeth May - Research Now Unfortunately Research Now were unable to submit a summary before InterVIEW went to press. 11

APRC SPONSORS 2015

In this issue we feature a series of quick interview with our conference sponsors. (Unfortunately Dapressy were unable to submit a response before this edition we to press) M PLATINU R SPONSO

Research Now is pleased to sponsor the conference dinner

Jason Shoebridge ...

George Glubb ... What makes events like the 2015 RANZ Conference so important for the research and insights industry? It provides the opportunity for peers to come together under one roof to discuss, critique and celebrate all that is relevant and happening within our industry. The theme of the conference is Research Without Boundaries - what does this mean to you? Research Without Boundaries presents the opportunity to look beyond the methodologies and approaches we would ‘normally’ consider as we look to embrace new ideas and ways of thinking to connect with our clients in their business objectives and goals. Why is it important for your organisation to sponsor this event? As platinum sponsor, we have the opportunity to be a key contributor to the highest profile industry event that has been held in New Zealand for some time. What do you believe will make this a great event? This promises to be a brilliant event because of the real opportunities to discuss the industry and the innovations that exist with a wide range of APAC experts. What are you personally looking forward to the most at the 2015 RANZ conference? Meeting as many ‘out of towners’ as possible and through this, exchanging ideas and trends in an environment that promotes real thought leadership. What are your best memories of previous NZ research conferences? Forgetting the extremely awkward late night dance moves... my best memories have been of relationships made and innovations understood through excellent, thought provoking discussions and presentations.

PLATIN UM SPONSO R

InterVIEW August 2015

TNS are pleased to sponsor keynote speaker Kevin Bowler

What makes events like the 2015 RANZ Conference so important for the research and insights industry? It provides the industry, both agencies and clients, with the opportunity to come together and talk about the latest thinking in research and insights. What is especially valuable is it gives us opportunity to get away from our day jobs, talk to people from outside our own organisations and get an external perspective on the issues and opportunities we all face. And of course it is always fun to catch up with our colleagues from across the industry. The theme of the conference is Research Without Boundaries - what does this mean to you? Research Without Boundaries represents, from an agency perspective, where I believe we need to be to remain relevant to decision makers within business. Not that long ago, clients came to research agencies as they were the only place where the clients could get certain types of data and information. Today, thanks to technology, clients typically have all the data they need and what they need from us is expertise to extract actionable insight and help them solve their business issues. This involves moving beyond the boundaries of traditional market research techniques and becoming experts at using whatever data, information and techniques are most relevant to provide this insight. Why is it important for your organisation to sponsor this event? We all benefit from a vibrant research industry. TNS is sponsoring this event because we are a large participant in the market and it is important to us to support the industry to provide events like this that are part of creating and maintaining that vibrancy. What do you believe will make this a great event? A wide cross section of participants from both agency and client side, great speakers with interesting and relevant topics and a chance to socialise. What are you personally looking forward to the most at the 2015 RANZ conference? The presentations from keynote speakers. What are your best memories of previous NZ research conferences? My guilty secret is that this will be my first NZ research conference. GO SPO LD NSO R

APRC SPONSORS 2015

Fonterra are pleased to sponsor keynote speaker Dom Quin and morning tea

SSI are pleased to sponsor keynote speaker Phil O’Reilly and the coffee

Dom Quin ...

Oleg Safine ...

The theme of the conference is Research Without Boundaries - what does this mean to you?

What makes events like the 2015 RANZ Conference so important for the research and insights industry? We all appreciate the importance of personal contact. This event is a fantastic opportunity for people to meet, exchange ideas and learn from each other.

For me, it means finding new and innovative ways to unearth insights and less about using conventional techniques. A big focus for Fonterra is moving from voice and choice to practice and usage. This means less focus on deriving data and likely decision making, and more on understanding actual decision making and what consumers then do. Ultimately it’s about being able to more confidently predict new products, design campaigns, and maximise success rates based on genuine consumer insights. Why is it important for your organisation to sponsor this event? As New Zealand’s biggest company, Fonterra is on a journey to break into new ways of working and core to that is a deep and accurate understanding of consumers. What do you believe will make this a great event? The high profile speakers and overseas delegates. What are you personally looking forward to the most at the 2015 RANZ conference? Networking, and seeing how others are breaking new ground to get deeper and more compelling insights. What are your best memories of previous NZ research conferences? This will be my first one, but with such a great line up I am looking forward to challenging content and discussions.

As New Zealand’s biggest company, Fonterra is on a jouney to break into new ways of working and core to that is a deep and accurate understanding of consumers.

GO SPO LD NSO R

The theme of the conference is Research Without Boundaries - what does this mean to you? For SSI it means partnering with our clients and working together to tackle and solve the issues at hand. We are constantly innovating to help our clients get the insight they need. Our clients don’t need more data, they need the right data tailored to their specific consumer insight challenges. And they need a partner who understands that. SSI can help by providing the right market research solution that can be executed quickly and cost effectively, anywhere in the world. Why is it important for your organisation to sponsor this event? We are sponsoring because we have a great story to share. SSI is the global leader in data solutions for marketers and researchers because we combine the best panels, people and technology. We can be your one stop partner for all your market research needs. And because we operate on a single, integrated global technology platform, you get consistently high quality service no matter where in the world you work with us. The 2015 RANZ Conference provides a valuable opportunity to be seen and heard by some of the best in the industry and to showcase our growth and vitality in the APAC region and New Zealand. We’re also here to learn about challenges researchers are currently facing and how they innovate to solve these. What do you believe will make this a great event? An incredibly engaging experience. This is what makes difference between a good and a great event. What are you personally looking forward to the most at the 2015 RANZ conference? To meet with different people, learn more and showcase ourselves to those who don’t know us yet. What are your best memories of previous NZ research conferences? It was our first conference in New Zealand. Back then we were considering moving to the New Zealand market, and it helped us to understand how we should start. GOLD SPONSO R

APRC SPONSORS 2015

Big Picture are pleased to sponsor keynote speaker Peter Cullinane

TVNZ are pleased to sponsor lunch

Richard Bourke ...

Jonathan Symons ...

What makes events like the 2015 RANZ Conference so important for the research and insights industry?

The theme of the conference is Research Without Boundaries - what does this mean to you?

Through collaboration comes illumination. It’s way better working out the challenges and celebrating the victories together as an industry.

For me it reflects the evolution from research to insights, and that traditional research is just one part of an insights programme and just one of the tools for the generation of insights. My role at TVNZ is “data, research and insights” which shows the breadth of what we as a team do.

The theme of the conference is Research Without Boundaries - what does this mean to you? It means it’s time to change and extend the narrative around what research is. To recalibrate, reorientate, reframe and reinvent. Why is it important for your organisation to sponsor this event? It’s important to be involved because it is a great industry, albeit one that needs more dynamism and innovation. We would like to think at Big Picture that “putting up” should always win over “shutting up”. What do you believe will make this a great event? Open minds and open hearts. What are you personally looking forward to the most at the 2015 RANZ conference?

Why is it important for your organisation to sponsor this event? All the way back to my first role as a researcher for AGB McNair I have seen the importance of research and insights to a number of businesses and industries. TVNZ, like all media organisations, are big research users so I think it’s important for us to be involved with and support the industry. What do you believe will make this a great event? People and presentations that change the way the industry thinks and delivers. What are you personally looking forward to the most at the 2015 RANZ conference?

Some great business people offering up their views on the insights industry that will hopefully ignite some serious boundary stretching.

It has been a long time since I have been to a research conference – the last one being at the Chateau in the 90’s. In my experience research conferences are excellent at providing a wide variety of speakers to challenge the norm.

What are your best memories of previous NZ research conferences?

The people you meet, the stories shared, and the one cocktail too many.

Fun, but I either can’t recall, or can’t divulge specifics!

Through collaboration comes illumination.

People and presentations that change the way the industry thinks about things. GOLD SPONSOR

InterVIEW August 2015

GOLD SPONSOR

APRC SPONSORS 2015

(GMO are pleased to sponsor the afternoon tea)

(Nielsen are pleased to sponsor the Best Paper)

Rob Clark ...

Ryan Kaneko ...

The theme of the conference is Research Without Boundaries - what does this mean to you?

Firstly, research, in all its forms, is infiltrating more and more businesses. There is an insatiable desire for fact-based decisions, driven by the need to understand customers more, and aided by the increasing availability of data and tools to mine that data. I believe this will have a positive impact on the industry, but it will mean testing existing boundaries. Secondly it means research has excellent opportunities to increase its relevance, but to realise these we need to think differently. We need to challenge the status quo and work more collaboratively with those inside and outside the traditional definition of research. The research industry must evolve with clients’ needs, which again means testing traditional boundaries.

There is a saying, “if it ain’t broke, don’t fix it.” This can be true for traditional market research agencies who stick with their standard practices and are doing well for themselves. At GMO Research we strive to provide agile and borderless research in an ever changing consumer market. We conduct research throughout Asia, Europe, the Americas, as well as developing countries. We also take pride in developing new market research methodologies to keep up with industry trends.

Why is it important for your organisation to sponsor this event? The RANZ conference is a fantastic opportunity for us to share, learn, network and engage. We want to help the industry thrive, so sponsoring the conference seems an obvious thing to do. In my view collaboration has never been as important as it is now.

What are you personally looking forward to the most at the 2015 RANZ conference? I love listening to clients talk about their world - the good, the bad, and how we fit into helping them meet their objectives.

SILVE SPON R SOR

Why is it important for your organisation to sponsor this event? As it is important for GMO Research to keep up with local market trends in different regions, we see sponsoring this event as a great way to speak with local researchers to familiarize ourselves in the area. We aim to be the number one provider of online research in the Asia-Pacific region. We also believe that by sponsoring, it will help facilitate partnerships to expand our online panel reach in the ANZ region. What are you personally looking forward to the most at the 2015 RANZ conference? I look forward to making new contacts and learning from their first hand experiences in the region. I also want to experience whether there are actually that many sheep as many people claim!

SILVE SPON R SOR

APRC SPONSORS 2015

get smart are pleased to sponsor the exit survey

Josie Fenwicke ...

Horst Feldhaeuser ...

The theme of the conference is Research Without Boundaries - what does this mean to you?

For getsmart, Research Without Boundaries means being open to new ideas and receptive to new ways of doing business - be this from technical, professional or commercial perspectives. Organisations now have many more ways of understanding and interacting with their audiences, and our industry must constantly adapt its offering to that changing environment and to clients’ changing needs and expectations.

Research Without Boundaries means there is more to it than traditional surveys or qualitative research. With the explosion of Big Data and the need to encompass other data into insights, our industry continues to evolve. And looking at what’s happening overseas, NZ companies are certainly up there with the best.

Why is it important for your organisation to sponsor this event? getsmart enables direct communication between organisations and their audiences via a seamless online/ mobile data collection platform, instant alerts and real-time results. Designed for benchmarking within and between organisations, getsmart also provides valuable (real world) context. We’re sponsoring the 2015 RANZ Conference to show our support for those pushing boundaries, to showcase our offering to the industry, and to connect with like-minded organisations as potential partners.

What are you personally looking forward to the most at the 2015 RANZ conference?

Why is it important for your organisation to sponsor this event? Infotools is one of the biggest research employers in New Zealand, so it’s therefore important for us to support our industry. Plus we are very active in terms of technology and how to best utilise it, so the theme really speaks to us. And of course it’s a great opportunity to connect with NZ and overseas attendees. What are you personally looking forward to the most at the 2015 RANZ conference? I’m very excited to be part of the biggest NZ conference ever, both as an attendee and a speaker. Catching up with friends & colleagues as well as meeting our overseas APRC colleagues and introducing them to some Kiwiana will be great. Not to forget the stellar line-up of key note speakers that add a different twist to it.

Some time out from the day to day for a little stimulation, inspiration, opportunities to reconnect with past colleagues and to meet new ones.

Research Without Boundaries means being open to new ideas and receptive to new ways of doing business. 4 Executive Directors of InfoTools SILVE SPON R SOR

InterVIEW August 2015

SILVE SPON R SOR

APRC SPONSORS 2015

The Department of Marketing at the University of Auckland Business School are pleased to sponsor and provide the judging panel for 20/20

Lindy Osborne ... The theme of the conference is Research Without Boundaries - what does this mean to you?

The theme of the conference is Research Without Boundaries - what does this mean to you?

With innovation and change moving at such a fast pace in today’s world it’s important not to have any constraints in our thinking on how we conduct research in this environment. For me, Research Without Boundaries means breaking new ground and being open to trying new and different research approaches and techniques.

Research is limitless. It draws on research capabilities, creativity and innovation. The University of Auckland Department of Marketing and Business School constantly strives to explore new ideas as well as combining ideas that have not been investigated before.

Why is it important for your organisation to sponsor this event? This type of open and innovative thinking aligns with ASB’s philosophy. We are constantly looking at new innovative solutions for our customers to help them do banking in a way that fits into their lifestyle or helps them grow their business. What are you personally looking forward to the most at the 2015 RANZ conference? I’m very keen to understand current best practices and how companies have used these experiences to grow. This will enable us to see how these ideas fit with our own business and research priorities. I’m also looking forward to networking and having the opportunity to meet some of the international delegates.

It’s important not to have any constraints in our thinking on how we conduct research in this environment.

Why is it important for your organisation to sponsor this event? Industry collaborations have always been of strategic importance to the department. By building reciprocal relationships we provide a competitive advantage to our students in receiving internships, employment opportunities and mentoring from companies. We also wish to show our support for the development of the research industry, and the generation and development of new ideas.

What are you personally looking forward to the most at the 2015 RANZ conference? Networking with mutual benefits. Our department is looking forward to further strengthening our relationship with members of the research community in order to strengthen our research capabilities understand the developments occurring within the wider industry, and the role that the University can play.

Research is limitless. BRONZE SPONSO R

BRONZE SPONSO R

Proudly sponsored by

Platinum sponsor 17

APRC SPONSORS 2015

Colin Yee ...

Donna Willis ...

The theme of the conference is Research Without Boundaries - what does this mean to you?

It reflects this exciting time in our industry. New technologies, new ways of engaging with consumers, and more clients recognising consumer insights in decisionmaking, means there are exciting innovations to take advantage of. For instance we’re excited by the windows of engagement that are opened via mobile. So Research Without Boundaries represents an opportunity for us all to share a little of what we’re doing in those spaces.

For Symphony Research it means making sure we don’t get complacent in just doing what we do well. We are always looking for new opportunities and love hearing about client success stories. So a conference based on breaking boundaries will be a great opportunity for the industry, and those beyond it, to showcase some of their smart thinking.

Why is it important for your organisation to sponsor this event? Why is it important for your organisation to sponsor this event? Conference is a great opportunity for our industry to come together and celebrate what we do, show-off some of our best client solutions a little, and network with some of the brightest thinkers around. We’re also keen to show people a clever piece of kit we have, and start talking about the new possibilities of mobile.

What are you personally looking forward to the most at the 2015 RANZ conference? The high profile keynote speakers from beyond the industry, and the international aspect of the conference. And let’s be honest, we’re also looking forward to networking and socialising with our friends in and around the industry!

We love supporting the industry in whatever way we can, and conference is one of the best opportunties to do so. Also our clients are all represented at conference and we love understanding more about their businesses, their challenges and opportunities.

What are you personally looking forward to the most at the 2015 RANZ conference? From a sponsorship point of view we look forward to tapping into the emotion and passion shown by the delegates and speakers, whilst having an opportunity to showcase what happens at the coalface of market research. From a personal point of view I look forward to catching up with clients, colleagues and old friends over a wine or two.

A great opportunity for the industry to showcase some of their smart thinking.

BRONZE SPONSO R

18 InterVIEW August 2015

BRONZE SPONSO R

REVIEW

The Organized Mind Thinking straight in the age of information overload by Daniel J Levitin. Penguin Viking 2014. $40.00

Neuroscientist Daniel J Levitin is the latest cab off the rank of neuroscience, and this volume applies the science to the problem of how we can better cope in an age of cognitive overload. In simple terms, the author takes us on a journey through the human mind to show how it is wired to handle the complex world around us. The brain is an amazing piece of equipment and is said to have as many neurons inside it as there are stars in the universe; a mind-boggling thought. Even so, the brain does not have enough horsepower to fully cope with everything we throw at it. If you have ever felt stressed out to the point of brain freeze in the face of work decisionmaking pressure; you are not alone. As Levitin points out, the brain has several tricks to deal with the pressure. One of these is the human trait of categorisation: lumping diverse information into categorical buckets for the sake of simplicity. Another piece of clever wiring is evident in the way humans compile a cohesive narrative around fairly random flows of information. Our ability to create stories enables us to simplify complex torrents of data. We can effectively take myriad chunks of random information, and quickly assemble these into logical narratives, in the same way we assemble Lego pieces into single objects. But there is a limit to the brain’s time management systems. Citing exam-

ples including wellknown experiments by Daniel Kahneman, and popular-science case studies such as the gorilla in the basketball game (surely we have all seen these by now?) the author demonstrates the outer limits of the human brain when it comes to multi-tasking. He cites one figure which suggests our IQ effectively diminishes by 10 points as soon as we become aware we have an unattended in-tray of emails waiting for us to open. This book is full of interesting insights such as this. However when it comes to offering a solution or a guideline for how to handle 21st-century information overload, I find the book disappointing. Much of the advice comes down to writing lists, and attending to one item at a time. This is a cognitively detoured way of arriving at a really simple conclusion. Offload the complexity; delegate everything onto lists. Levitin’s book would have been much richer if the author had stayed on the path of examining how the human brain handles information, without veering into “how-to” territory. It would also have been a more compelling read if a more ruthless editor had been employed. In many instances the author sounds as if he is riffing into a microphone; overconfident that his stream of consciousness writing is going to be clear and cogent. Instead his arguments sometimes get wearisome. For example, around the two-thirds mark in the book, the author begins

to argue the case that the human brain is less logical than we are inclined to admit. Here he mentions several statistical studies where people have drawn the wrong conclusions from data. This is territory that Daniel Kahneman has covered over and over during the past 20 years. The main value of the book lies in its description of how the brain works, and the role that chemicals such as dopamine play in the functioning of human thought. A more summarised coverage of that aspect alone would make this a cracker of a read. However there is still much in here that is directly relevant to researchers who wish better to understand the decision-making and perception processes of the 21st Century customer. Just a shame that Daniel J Levitin didn’t take a little more of his own advice on cognitive overload. Duncan Stuart FRANZ

@duncan_stuart 19

TRENDS

trends for

market research

Coming from a background in marketing and market research, Sue Cardwell now looks after customer data and insight at Fidelity Life Assurance Limited. “5 trends” is her regular contribution to InterVIEW. Sue helped relaunch InterVIEW in 2011, but is now happy to have handed the magazine on to fresh talent. She loves to hear your comments - tell her what you think with a tweet. 20

InterVIEW August 2015

By Sue Cardwell @tuesdaysue

90s Fauxstalgia

Is Enterprise Feedback Management dead?

Noticed all the 90s memorabilia cropping up around the place? Like Boyz II Men appearing - hilariously - on How I Met Your Mother?

Buzzfeed pesters us with quizzes like “Which 90’s soundtrack are you?” Vanilla Ice is now singing Ninja Rap to sell Teenage Mutant Ninja Turtleshaped mac’n’cheese in the US (the mind boggles), and meanwhile in the UK you can buy Friends t-shirts in retailer Primark. We can expect plenty of RWC fauxstalgia in the next few months, like the excellent Steinlager white can campaign from 2011. But before you tell me you’ve seen it all before, that trends are cyclical and we just plagiarise ideas, you’re right. And clever marketers are doing it deliberately. Reminding us of our formative years can elicit strong emotions. It makes us feel good. And it sells. The best examples aren’t just nods to a generic moment in time, but rather experiences tailored to us. Like Facebook’s “Look Back” offering. Like Spotify’s “stories” which remind you of the music that was popular when you were a teenager or school kid.

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We’re all familiar with custo satisfaction, Net Promoter Sc and other such customer feedb programmes. When applied ongo across the range of touchpoints o organisation, such efforts have b called Enterprise Feedback Mana ment (EFM), or Voice of the Cust er (VoC) programmes. But perh it’s time to update our language

The power of being customer c tric lies not just in listening to their explicit feedback (gathe via surveys or otherwise), but in observing their behaviour to gl insights. Split tests and conver rate optimisation, passively-g ered data such as web analyt social listening, purchase beh iour… these are but a few source customer insight that organisat blend with classic market resea in order to optimise their custom experience.

Read one practitioner’s name cha proposal.

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TRENDS

Robo-advice Although many of us in New Zealand are woefully ill-prepared for our retirement, we are getting more engaged in financial preparation, according to Colmar Brunton’s research for the Commission for Financial Capability. But the barriers to investing well are high.

Hide-and-seek food: the food truck trend Why are we prepared to queue and pay top dollar for a childsize portion of pulled pork slider with kale, queso fresco and yuzu dipping sauce on what looks like a bamboo boat, and then stand around in the street to eat it? Surely the comfort of a restaurant is preferable, and surely a chef can do food more justice in a proper kitchen? What’s behind the trend that has

At the bottom end, comparison tables and calculators can help you choose a term deposit, while quality tailored financial advice only becomes viable on sums well outside the reach of the mass market. The solution? Robo-advice. These use algorithms to rebalance share portfolios with minimal human intervention. The big players such as Betterment, Wealthfront and now InvestSMART in Australia charge low or no fees for access. Even Obama is recommending robo-advice. None are available to NZ investors yet, but surely it won’t be long.

ange

Genderblend If you think this decade is defined by trolls and intolerance, slutshaming and online mobs, then ponder this. At no time before has the full range of gender reality been so embraced by commercial media. Think of “in between genders” supermodel Andreja Pejić, who has modelled clothes for both men and women. Think of microbiologist Siouxsie Wiles telling off Lego for gender bias in her 2015 TED talk in Auckland. Think of commercial brands making social commentary in ads such as Pantene’s “Labels for Women”, and same-sex couples popping up in the advertising of many big brands:

brought us Graze and Feast, and culminated in the product-placement-disguised-as-movie Chef? Grant McCracken explains that it’s the excitement of experience marketing. Food trucks are nimble, they can innovate, they are where the action is, and compared to a regular restaurant, they don’t battle ennui - you may never have this chance to eat a pollo frito boccata again! Like the ice-cream van, food trucks turn up like a joyful surprise we didn’t know we wanted.

Air NZ, Westpac and Michael Hill to name but a few. Think of #HeForShe, #BanBossy and #LikeAGirl. Even our shampoo is telling us gender is no longer binary: say hello to #genderblend.

Get it while it’s hot people - or not. Food trucks are here for a while yet.

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>TWEET THIS 11 21

DISCUSSION PAPER

that research with Māori can only be undertaken by Māori ensuring a Māori lens is applied.

Janette Brocklesby:

▪ Independent research and evaluator ▪ Wellington, New Zealand, janettebrocklesby@outlook.com

Does the Practice of Qualitative Research

Transcend Culture? A New Zealand Perspective In the context of New Zealand and Māori, its indigenous people, this article aims to provoke thought and discussion on how well equipped we are as qualitative researchers to engage Māori in research and identifies important principles when undertaking research with Māori.

Introduction In New Zealand, there is debate as to whether or not nonMāori researchers have the cultural competency, expertise and skills to undertake research with Māori. Māori researchers argue

InterVIEW August 2015

This article, based on the paper I presented at the 2014 QRCA annual conference in New Orleans, questions the universal relevance of this position, especially in the context of qualitative research practice and principles. The concept of culture is complex. Culture involves rituals, values and belief systems, all of which characterise individuals, groups and nations.

There is a view in New Zealand that research with Māori can only be undertaken by Māori to ensure a Māori lens is applied. Different cultures are what make They are countries unique. about the values and beliefs of groups of people and include the way people think about and understand the world and their own lives. Cultures also evolve. In Māori design, the koru is a visual anchor that depicts the way in which cultures change over time. The koru is both a symbol of creation and a metaphor for the way life changes and yet stays the same, with its unfurling silver fern and

rolled up inner leaves in the centre. Insight # 1: Māori culture is an integral part of New Zealand’s culture and national identity that has evolved over time. New Zealand has a unique bicultural origin that was sealed when the Treaty of Waitangi, New Zealand’s founding document, was signed 175 years ago on 6 February 1840. It is an agreement made between the British Crown and about 540 Māori rangatira. It was pretty much ignored for the first 135 years of its life until the Waitangi Tribunal was created to investigate Treaty breaches. Over the past four decades, more than 2,000 claims have been lodged and many settlements have been made.

DISCUSSION PAPER

This has given Māori iwi (tribes) agency. As a result, many examples exist of successful mergers of Māori and Pākehā cultures in New Zealand today in politics, business and everyday life. Many Māori words are part of common language in New Zealand without any interpretation needed. This contrasts with the past when the contribution of Māori culture to New Zealand’s identity was usually found hidden away in museum exhibits or limited to powhiri

(traditional Māori greetings) for visiting dignitaries. In 2012, Paul Harper commented on results from the Roy Morgan State of the Nation report: ‘There has been a revolution in New Zealand culture and we will continue to see Māori culture as integral to New Zealand society’ As qualitative researchers, we experience New Zealand’s culture along with other groups living in New Zealand and this provides an important context when conducting research with Māori. Insight #2: As researchers, we must be aware of our own personal culture and relationship with New Zealand to be effective in engaging Māori in research. Our feeling of belonging (cultural identity) is multi-dimensional, evolving and highly personal. Our values and belief systems, and the groups with which we identify have a bearing on how we engage with people in research. When re-

searching Māori, we must acknowledge we have a personal culture, understand what this is and, ask the question ‘how do I identify with New Zealand and how am I the same as and different from Māori?’

As qualitative researchers, we experience New Zealand’s culture along with other groups living in New Zealand and this provides an important context when conducting research with Māori. Insight #3: Ethnicity is subjective, not a biological fact. It is about how people want to be included. One-in-seven people living in New Zealand identified as Māori in the 2013 New Zealand Census. The proportion of people identifying as Māori has increased by almost 40 percent over the past 20 years, out stripping population growth. However, people identifying Māori as their only ethnicity has decreased and those identifying Māori with

DISCUSSION PAPER

another ethnicity has increased. One-in-two people in the Māori ethnic group now identify as Māori and another ethnicity. This cultural identification is reflected in many personal stories reported in the media. Tina Makereti’s search for her own identity formed the springboard for her debut novel, Family Ties. When interviewed she said: I just wanted to be Māori for a while and realised I couldn’t really. It’s part of me to be Pākehā as well. It took me a really long time to become comfortable with saying I’m both. Make no assumptions about what being Māori means to people. Apply qualitative research practice and ask the question ‘what does being Māori mean to you?’ to provide con-

InterVIEW August 2015

text for engagement and interpretation. Insight #4: As non-Māori researchers, adhering to Māori protocols and customs (as appropriate) enhances engagement. ▪ Begin with a karakia (Māori incantation). A karakia invokes spiritual guidance and protection, to increase the spiritual good will of a meeting or gathering and thereby increase the likelI hood of a favourable outcome. ▪ Connect on a personal level by sharing information via a m himihi (introductory speech that establishes links between the people). For Māori, it is an introduction where whakapapa are shared. For Māori, knowing their whakapapa is to know their iden-

tity. It also provides information on birth place, links to land and mountain, river, lake and sea, tribe, sub-tribe and mārae. NonMāori share personal information on places and people significant to them, as well as the country they are from.

▪ Recognise the importance of whānau. Extend the invi tation for the interview to include support people, and be prepared for any number to be present. They may all want to take part or simply observe. This requires careful people management and management of incentives. ▪

The concept of time is crucial in the Māori world. Be prepared to take a longer time to hear the stories and to wait for people

DISCUSSION PAPER

to come home for interview, or to reschedule if family circumstances have changed and this is now their priority.

▪

Take shoes off before entering Māori homes. It is customary to do this when entering a mārae, and this courtesy extends to all inside places. You will often see a sign outside the door making the request.

▪ If food is offered, always accept. It is a gesture of welcome. Kai is an important part of Māori culture. The gathering, preparing and sharing of kai shows hospitality and respect for visitors. As researchers living in New Zealand, we have a duty of care to be culturally competent in Māori affairs and protocols. Insight #5: The very essence of qualitative research is seeing the world through the eyes of others, exploring diverse perspectives and world views and uncovering their meaning. This practice effectively extends to undertaking research with Māori and researching topics of particular importance to Māori.

As researchers living in New Zealand, we have a duty of care to be culturally competent in Māori affairs and protocols.

By definition, qualitative research: ▪ is iterative and flexible in design and lends itself to tackling sensitive subjects ▪ is without judgement or precon ceived ideas ▪ recognises that settings and con texts are important ▪ includes skills such as rapport building techniques, active lis tening, open-ended questions, use of projective techniques and careful probing, which allow in dividual stories to unfold ▪ is less about answers and more about insights ▪ seeks to develop theory from the ground up. As a community of qualitative researchers, we are well equipped to understand and explore issues Māori. We are

expert in our practice, not experts in every subject, and we know when to engage other experts and advisors. Insight # 6: Māori are found in all walks of life. No one-size-fits-all approach exists to undertaking research with Māori. Ethnicity is just one cultural group Māori belong to. Māori are business people, artists, mothers, athletes; they have a sense of belonging with any number of groups within New Zealand society. Unfortunately, Māori are overrepresented in New Zealand’s prisons, have poorer health outcomes, lower levels of educational achievement and feature highly in the unemployment statistics. Some Māori live on the fringes of society, are hard to reach and/or live in remote rural locations and live complex, chaotic lives. In these cases, traditional research recruitment approaches are less effective and new approaches have to be adopted:

DISCUSSION PAPER

1 ‘If you look at the spectrum of being exclusively passive, and suppressing those perspectives of what lies within a culture, to being absolutely forthright and demanding, the approach that I’ve taken is much more in the middle. It’s not inyourface, but then it’s not passive at all.’ Mike Pohio, Tainui Group Holdings (Dominion Post, 27 January 2015, Section B p.6). 2 Paul Harper, Māori culture increasing in importance to New Zealanders (New Zealand Herald, 15 March 2012) 3. 2013 Census QuickStats about Māori, Statistics New Zealand 4. Nikki Macdonald, Family Ties, interview with Tina Makereti Your Weekend (Dominion Post, 15 March 5. Michael Fox, Politics part of Māori life, says likely leader (Dominion Post, 14 July 2014)

▪ Vigilance is essential! Multiple times and multiple types of con tact are used to recruit partici pants.

Insight #7: Is the challenge that nonMāori researchers are ill equipped to undertake research with Māori more about identity politics than capability?

▪ Some do not have land lines, in ternet connection, credit on cell phones or are fearful of answering calls in case it is a debt collector. Provide cell phones, put credit on phones and text first to pre-empt a call to enhance trust.

Identity politics are political arguments that focus upon the interest and perspectives of groups with which people identify. As Tariana Turia, said ‘everything to do with Māori is political’ .

▪ Community connectors are used for introductions and support. These can be kaumātua or people working in a professional way with Māori in the commu nity. ▪ Go into the community, or pay for transport to come to an al ternative venue. Recognise that there are times when different strategies are required to include Māori not as well integrated into New Zealand society.

InterVIEW August 2015

Is the stance of Māori researchers more about advocating for Māori and their access to services than effectively researching Māori?

Conclusion Our qualitative practice means we are well equipped to undertake research with Māori and to convey the Māori perspective, while recognising when to engage Māori expertise or adopt different recruitment strategies to ensure participation of Māori who live on the fringes of New Zealand society.

As researchers we also have a duty of care to be culturally competent in Māori affairs and protocols. To effectively engage with Māori, as researchers we must explore what being Māori means to people who take part in our research as well as being aware of our own values - asking the question ‘how do I identify with New Zealand and how am I the same as and different from Māori?

FEATURE

Innovating with design

thinking A discipline that uses the designer's sensibility and methods to match people's needs with what is technologically feasible and what a viable business strategy can convert into customer value and market opportunity. Tim Brown Harvard Business Review

As researchers we are always learning and borrowing from other disciplines like psychology and sociology to gain better understanding of our consumersâ&#x20AC;&#x2122; world. But hardly ever do we look outside social sciences for inspiration.

by: Steven

Gaston

Tim Brown the CEO of IDEO, on his TED talk posed some great ideas on understanding consumer culture and context in design thinking. Much of it sounds very similar to some of the basic principles of market research. 27

FEATURE

He discusses the design thinking behind The Great Western Railway which closely resembles what Vargo and Lusch described as Service Dominant Logic. He suggests that primarily design thinking is human centred - starting with what people need and what makes their lives easier and enjoyable. This again seems similar to what the marketing industry is about. Tim describes design thinking as “A discipline that uses the designer’s sensibility and methods to match people’s needs with what is technologically feasible and what a viable business strategy can convert into customer value and market opportunity”. So how can this be applied to the marketing and research industry? Steven Gaston from Ipsos UU provides some thought. Louisa (head of Ipsos UU) and I seem to be increasingly asked by our clients to come in and talk to them about working on designthinking projects. What we’re often encountering is that they are first speaking to design-led consultancies, who take them through their own approach. Some clients have shared these approaches with us, which are usually a mixture of ethnography and observations, followed by activation and ideation workshops. I can’t tell you how happy I am when I hear them say, “Forgive me if I’m wrong, but isn’t this the exact same thing as we did with you last year?” 28

InterVIEW August 2015

The reason I’m so happy to hear this is because there seems to be an increasingly mistaken belief that market researchers shouldn’t be involved in design-thinking projects. Unfortunately, this belief doesn’t appear to be coming just from advocates of design-thinking, but even from some of our fellow industry professionals. What we’ve heard from some is that ‘it’s not a space we see ourselves operating in’.

What I’m hearing from top Fortune 500 executives is that they know how to make just about anything but they don’t know what to make. For those new to the term, designthinking is an approach to innovation that places consumer desirability at the forefront, as opposed to approaches that are technologically driven. To illustrate what this means, I’m a big fan of this quote from Patrick Whitney, Dean of the Institute of Design at the Illinois Institute of Technology: “What I’m hearing from top Fortune 500 executives is that they know how to make just about anything – but they don’t know what to make.” Design-thinking seeks to counteract this by putting the needs of the consumer first. The way to do this is by ‘moving away from traditional research methods such as focus groups and surveys towards observations in real-life contexts.’

To think that an approach that places the consumers’ needs at the forefront is a space market research firms should not be operating in is quite frankly a bit ridiculous. What are we if we are not there to place the needs of the consumer at the forefront of decision-making? I think the problem here comes from confusion on both sides. Advocates for design-thinking appear to have very little idea what it is we actually do as market researchers, and the majority of market researchers appear to have very little idea what design-thinking is all about. Design-thinking advocates (along with a number of other people, I should add) tend to see market research firms as very traditional and as suppliers of the focus groups and surveys they see their approach as distancing itself from. I can’t speak for our competitors, but here at Ipsos UU, the very first question we ask our clients when they ask us to conduct some focus groups for them is, “Why do you want to do focus groups?” Our approach to qualitative research is Real People in Real Life, where the emphasis is as much on the environment surrounding the individual as it is on the individual themselves. To truly understand the needs of your – or potential – consumers, you need to have peo-

FEATURE

ple show you and have you feel the world around them, not simply have them tell you. You need to observe what they do, not just listen to what they say. You need to find a way of fitting your brand into their life, not fitting their life around your brand. I’ve got no doubt that designthinking advocates would agree with me on that one. The way you do this is by moving away from focus groups in artificial environments and towards more ethnographic techniques such as observations, accompanied shops,

in-home immersions, live mobile app interviews and many more. The sooner market researchers are recognised for doing this, the sooner we will be to be invited to the design-thinking table.

The key: conduct your research in the moment, not post-event where the majority of information you’ll find is what is retrievable through memory.

Steven is a qualitative research manager at Ipsos UU (Understanding Unlimited). As the specialist qualitative arm of Ipsos, UU’s philosophy is all about bringing life to life, where the focus falls on understanding real people in real life context and then activating and socialising insights within clients’ organisations, providing better human understanding for business advantage.

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OBITUARY

PAUL

HEYLEN

On July 22, 2015, market and social researcher Paul Heylen died at his home in Belgium. He leaves an influential legacy both in New Zealand and globally. Paul Heylen set up the Heylen Research Centre in 1968, where he set about influencing the way market research was viewed by both the marketing community and the public at large. Innovative in its time, the company conducted the forerunner of public opinion surveys on a range of social topics, later known as the high profile ‘Heylen Polls’. Paul Heylen was a controversial figure, but the pioneering work he did, in particular the development of the IMPlicit model based on psychological, sociological and socio-biological theory, has had a big impact on our understanding of consumer motivations, and on the way both qualitative and quantitative research is conducted.

REVIEW

REVIEWS

of Professional Development Events

Numerous professional development events have been organised by the Research Association in the past few months and more are scheduled for 2015, so please RSVP to the next invite if you are keen to attend. Wellington members can also attend by viewing webinars at the office of Research New Zealand. To whet your appetite and give some insight into recent events, weâ&#x20AC;&#x2122;ve asked a selection of attendees to share their thoughts on those events.

InterVIEW August 2015

REVIEW

1/2 Day Workshop in May - presented by Jonathan Dodd I really enjoyed the ‘back to basics’ training day earlier this year. I am a Research Manager for ASB with 2 ½ years experience. I took the refresher on the basics of Market Research as a ‘check-in’ to ensure what I do every day is best practice. The biggest challenge in my role is project design and ensuring I go “beyond the brief”. Jonathan is an intelligent and interactive presenter and gave me some great thought provokers on encouraging the business to think more broadly. I particularly liked his key questions; “Think outside the questions”, “Where does the issue stem from?”, “What else does the business need to go forward?”, “How can we help the customer achieve a broader picture?”. The workshop also covered best practice sampling, questionnaire design, reporting and presenting. I project manage a lot of ad-hoc research projects and what Jonathan covered is what I spend a lot of time talking to my business about, so it’s important I know I am employing best practice. I would encourage all researchers (particularly junior) to head along to these types of events. It’s also a great way to meet fellow researchers. Nikki Russell, ASB

This was my first time attending a workshop/ training seminar by RANZ, and the experience was great. I particularly liked the part about data visualisation as Jonathan was able to

Jonathan Dodd

Back to Basics

pinpoint for us what a good (or bad) visual presentation is. Vienna Huang, Gravitas Research and Strategy Ltd

I attended the session as I have never been trained in market research, but came into it through researching new business opportunities for companies I have worked for. My experience has involved mainly market validation research and so I was interested to hear how other professionals approach issues such as questionnaire design, and other aspects of methodology which are currently the responsibility of my business partner. I found the half day session interesting and picked up some useful tips - especially around the use of panels and other methods for recruiting quality respondents. The presenter was certainly very knowledgeable and used some interesting case studies. Juliet Hawkeswood, Relate Strategic 31

REVIEW

of Professional Development Events REVIEWS Are we getting too much digital information? it was also challenging and provided good food

Infobesity

Evening session in June presented by Andy McLeish, Colenso

for thought. If you had been there you would have found out about…

1) Why we should read Bryon Sharp’s book “How Brands Grow” 2) The challenge of the democratisation of content 3) How heuristics are human’s answer to Infobesity 4) The importance of dopamine and oxytocin in the power of ad campaigns Andy McLeish, Colenso

I was excited when I heard Andy McLeish was presenting for RANZ. I didn’t really care what the presentation was about; just happy to listen to the ideas of the Head of Planning at one of our most successful ad agencies. His presentation lived up to expectations and more. Not only was it topical and entertaining,

InterVIEW August 2015

5) Why we should mix up the look of any Power-Point presentation to maximise engagement He bought these ideas to life with some entertaining video footage of recent ad campaigns. Thanks Andy for an engaging and stimulating presentation. Jude Rutherford, Juice Research

REVIEW

of Professional Development Events REVIEWS Evening session in July presented by Ron Ron articulated the value of developing sim-

DATA VIZ / DIVAS

We live in the Age of Information. No doubt more data exists than ever before, yet clients have a finite amount of time each day to consume content. With so much information being produced, it is almost impossible for people to digest it all. So how might researchers present information to make it more useful?

Andy McLeish, Colenso

Ron Stroeven, Co-Founder and Executive Director of Infotools (NZ) shed some light on this at his presentation in Auckland on 13 July. Ron discussed new trends in data visualisation based on his experience as a DIVA (Data Insight Visualization Awards) judge and panel member, and his learnings from the Infotools and GreenBook DIVAs best-practice bible of market research data visualisation. Ron showed us that not all data visualisation is created equal. Just as we have paints and crayons and photos and film to help us to capture the world in different ways, there are multiple ways in which to depict the same dataset. Ron discussed the evolution of data visualisation from static information through to integrated analysis visualisation tools. He demonstrated how information can be brought to life in a multitude of ways including a visualisation video of the diffusion patterns of viral videos, interactive visualisation of market segments, and charts created using 3D printing technology.

ple, memorable, credible and relatable infographics. His examples stressed the importance of the narrative structure of the visualisation, developing visual content that guides the viewer and avoids information overload.

Ron Stroeven, Infotools

Stroeven, Infotools

Itâ&#x20AC;&#x2122;s not always easy to get clear takeaways by looking at a slew of numbers and stats; the data must be presented in a logical, easy-tounderstand way. Conveying complex trends no longer has to mean hundreds of pages of bar and pie charts, but rather, creativity and statistics can be seamlessly blended to captivate the viewer and tell a story. Ron Stroeven demonstrated that a truly effective visualisation can help the average person see that data is beautiful. Catherine Frethey-Bentham, University of Auckland 33

INTERVIEW

seconds

with Jeremy

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Who’s who in MR ... Jeremy has been in the industry for 23 years starting as a green graduate with AGB McNair. After returning from overseas he was with Colmar Brunton for 10 years, and led the Auckland quantitative team from 2004 to 2007. While at Colmar he won two Platinum Research Effectiveness Awards in FMCG, Media and Advertising categories. He then joined TVNZ as Insights Manager for nearly seven years. After a contract with Colmar Brunton Wellington, he is now Senior Consultant at Glasshouse Consulting and loving the independence and empowerment that comes with working with a small senior team. Jeremy is married with one child, a cat and high hopes. The Blues can’t get any worse. 34 InterVIEW August 2015

Friday night drinks? Meet me at: Home of course, in front of 7 Days To relax, I: Play with Lego with my son, getting up every now and then to turn the record over The music I’m listening to right now is: There’s always lots of music in my life. On high rotate right now is Courtney Barnett, Alabama Shakes, Jamie XX, and Sleater Kinney. InterVIEW is coming to dinner. I’m cooking: Chilli – I love spicy food Special night out? We’re going to: Predinner cocktails, Ostro, and a night at De Bretts My dream holiday is: A round trip of New York, Marrakech, and a beach in Thailand An ideal weekend: Three sunny days in a bach at Leigh, including waffles in Matakana, boogie boarding at Pakiri, swimming at Mathesons Bay, pizza at the Sawmill, and beers in to the evenings.

I get stressed out by: Uncertainty – that’s why I’m a Quantie! If I wasn’t a market researcher I would be: Professional surfer or golfer, or back in the real world, an architect My worst job was: Painting a 40 foot trimaran in a mangrove swamp, with no running water or mains power, in the heat of February, with a grumpy old sea dog for a boss. The best thing I’ve learnt in my career is: Never get complacent The MR innovation I’m most excited about: The possibilities of clever mobile solutions The life lesson I wish I had learnt sooner rather than later: In an emergency, when you’re reading the instructions on the side of the fire extinguisher, point it away from your face! Christmas is coming. I can’t wait to: Not wear socks and shoes for two to three weeks

SAVE THE DATE

WHAT

WHERE

WHEN

WHO

APRC-RANZ Conference

Crown Plaza, AKL (NZ)

7 - 8 September 2015

CLICK HERE

2015 AMA Annual International Conference: Inspired Marketing

Austin, TX (USA)

27 - 29 September 2015

CLICK HERE

Researchers Conference

St Louis (USA)

5 - 7 October 2015

CLICK HERE

RANZ Research practice 1/2 day workshop 2: Advanced Techniques

AKL (NZ)

14 October 2015

CLICK HERE

CASRO 40th Annual International Conference

Miami, FLA (USA)

22 - 23 October 2015

CLICK HERE

The Market Research Event

Orlando, FLA (USA)

2 - 4 November 2015

CLICK HERE

The best of the Australian AMSRS Conference

AKL (NZ)

9 November 2015

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RANZ Christmas Party

AKL (NZ)

End of November 2015