InterVIEW
A TOAST TO SUCCESS CELEBRATING RESEARCH EFFECTIVENESS
September 2014 InterVIEW 1
WORD FROM THE BOARD
Welcome to another exciting edition of InterVIEW. We’ve just ticked past the first sixmonth mark and this edition contains some content on how we’ve progressed as an industry association, and some of the things you can look forward to in the coming months. As you all know, the decision to bring the industry together under one new brand was one that wasn’t made lightly and there was a 12 month consultation process before the One Industry Working Group brought the decision before the memberships of the two previous organisations to vote. The Board and the Executive Committee deserve a big hand for the work they’ve done to make things happen. I’m sure you will appreciate the massive amount of unpaid work that goes into delivering services to members such as this year’s awards and this publication to name just two. Many of you will have attended the meeting held recently where Rob Clark and the board updated members on progress. For those of you who want to know more or get involved in some of the opportunities that the Association is working on, please drop me a line or contact Claire and we’ll put you in touch with the relevant team or board member. We’re always on the lookout for fresh ideas and fresh talent. Speaking of talent, it was my pleasure recently to attend the Market Research Day hosted by Auckland Business School and our very own Catherine FretheyBentham who runs the market research course. It is a real pleasure to attend these awards
2 InterVIEW September 2014
InterVIEW Publisher Research Association. The dedicated team which produced this newsletter includes:
Rob Bree General Manager
every year with the standard of presentation continuing to rise under the guidance of the mentors from our industry. I can see how much the students enjoy being mentored by “reallife” researchers with a few years under their belt yet still remembering the years of their study. It’s opportunities like this that remind us how important it is that we continue to have a motivated board who are willing to work with academia and industry. Speaking about the board, don’t forget that elections are coming up in November and if you or one of your colleagues meet the criteria, it would be great to hear from you. To be eligible for the board you must hold an ownership or managerial position and have a minimum of 10 years relevant experience. If you think you qualify, be sure to get someone to nominate you. If you’re not quite ready for the Board, how about a position with the Executive Committee? Don’t be shy. Have a great read.
Anika Nafis Sue Cardwell Penelope Lim Rachel Prendergast Karin Curran Robyn Moore Nick Campbell
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
September 2014 InterVIEW  3
SPOILERALERT
S P 5 O IL A EL E RR T
4 InterVIEW September 2014
What’s your stance on tobacco research? What should our stance be on tobacco research? Join our ethical dilemma.
Cue in on what the 5 trends for researchers are at the moment. The shape of social is changing! Find out what’s happening with Google+ and its LinkedIn-alike and Twitter-alike features. Sponsorship is changing and the lines are blurring - are you ready? Join us in the 8th year of the New Zealand Research Effectiveness awards. Ian Mills takes us back to the early days and Maria Tyrrell highlights what’s new. We have a new award this year come and find out what it is and get your entry in! Who’s who in Market Research.....60 seconds with Nimesh at Fairfax Media - find out what he has to say about market research and what excites him about our industry... and why we might have found him in a laser lab! Find out about Bovitz and what have they done to help their clients innovate through brilliant data visualization.
How to seduce the mass market. Find out who got published in ESOMAR on becoming irresistible.
CONTENTS 2. 6. 8. 11. 15. 19. 22. 24.
WORD FROM THE BOARD
Letters to the editor
MARKETING AND COMMUNICATIONS committee
Ethical Dilemmas
HISTORY OF THE AWARDS
BUILDING ON GR EAT TRADITIONS
AN UNEXPECTED FIFA 2014 WIN
VALIDATION OF WHAT WE DO
26. 28. 32. 35. 38. 40. 42. 44.
5 Trends for Researchers
SAVE THE DATE
INNOVATIONS
THE ART OF SEDU
CTION
MOVERS AND SHAKERS
60 SECONDS WITH
TRAINING TUESDA
...
YS
VALIDATION OF WHSP ATEC WIA EVENT EL DO
September 2014 InterVIEW 5
LETTERS TO THE EDITOR
WHAT’S THE RIGHT ANSWER?
Dear Ed, Well done on sparking a great conversation with your “ethical dilemma” piece in the last issue of Interview. What passion that ignited! We need more of it and I hope you will have a new dilemma for us to think on in the next issue …. Sadly, there will always be clients who see buying research in the same light as buying a new office chair. That leads to them treat proposals no differently than they would quotes for the chair. I’ve even had a competitor proposal sent to me by a first-time research buyer to see if “you can do the same at a cheaper price” – don’t worry, I did let them know that proposals should be treated in confidence and I didn’t pitch for the work!
Ed
Thanks Nicola. We too saw this as an interesting dilemma with no clear answers on how to mitigate it. You’re quite right with your chair metaphor - a true carpenter maintains his authenticity and it doesn’t seem right to copy someone else’s work of art. We do supply great chairs and one should never compromise quality for a cheaper option. Great food for thought!
So, what to do about it? Every business has its challenges. If you want the work, you’ve got to take the rough with the smooth – and if you find a pot-hole you can make your own call on whether or not to go down that road again or take some steps to get it patched Sophia’s response: and or sign-posted. Guidelines such as those promulgated by I’m glad you found the article thought provoking. RANZ give us some tools to use, Political parties often overlook the fact that and thankfully these situations they operate as brands. They often fail to link are rare. For the most part I their policies (their ‘what’) to an overarching think we supply wonderful chairs narrative (their ‘why’). As a result, they appear – and more than occasionally a inconsistent and erratic and provide voters customised three-piece suite that with no clear reason to vote for the party. Your becomes a cherished heirloom. example of Disney is particularly relevant as a brand facing similar challenges. Disney needs Nicola Legge, Ipsos. to move from focusing on what is provides its consumers and how, but to focusing on what the brand stands for itself – why it exists in the first place. Thanks for the lovely feedback!
FOOD FOR THOUGHT
Dear Ed, Loved the spotlight on politics in last quarter’s InterVIEW - a great read! As a pet topic of mine, I wonder if the authors have also enjoyed these articles on politics and voting in a world of modern communications technology: • How far can political technology reach? • Politics online: all tweet and no light Food for thought. Regards, Gabe Marksham
6 InterVIEW September 2014
Ed
Thanks Gabe. We have some superstars in the industry with interests in politics. Their knowledge in both politics and branding certainly provides some great thinking.
LETTERS TO THE EDITOR
THE POLITICS OF BRANDING
Dear Ed,
Congrats to Sophia Blair and Colin Ingram for their thought-provoking political articles in last quarter’s InterVIEW. I enjoyed the election theme running through the magazine. In particular, Sophia Blair’s article on what brands can learn from political parties caught my eye. It’s a great metaphor for the role of the corporate brand manager and can be compared to a surfer going out to sea in order to catch a wave for the ride to shore, only to repeat this again and again. The “why” in this case is that ‘perfect wave’ which takes the surfer all the way to the shore and not only part way. Here at Infotools we see our global clients such as Disney who applies a similar approach with the release of their animated movies at intervals to ensure they stay in touch with their audience (voters!) and to keep building their brand. They need to think about the “why” in order to have their customers engage emotionally with the brand. Great to take a look at how political parties do it.
Willem Coetzee, Infotools Connect with Willem on LinkedIn
RESEARCH ROOMS
Ed
Thanks for your feedback Willem. Often political parties forget that they are indeed a brand and in order for their voice to be heard, they need to follow some basic marketing principles. The parties that often resonate have great coherent brand positioning with a clear reason to be. The Green Party’s 2008 ‘Vote For Me’ campaign for example was a great one. Let’s see what happens this year!
INK Research Rooms is a serviced facility designed by researchers for researchers. Located in the hub of Wellington, New Zealand, INK is fully equipped and supported. Focus on your project and we will take care of the rest. We have hosted 100s of focus groups and interviews.
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Smooth and hassle-free. We expect the unexpected and work hard to make sure your project runs smoothly. State of the art viewing. Watch from the viewing room or anywhere in the world through live streaming and see the story unfold.
Litmus is the architect of the INK Research Rooms. For over a decade, Litmus has been working with government, business, the not-for-profit sector and their partners providing expert research, evaluation and strategy throughout New Zealand and Asia Pacific.
September 2014 InterVIEW 7
TEAMS
MARKETING AND COMMUNICATIONS COMMITTEE BUILDING COMMUNITY We generate discussion and share people news via our magazine InterVIEW, and our LinkedIn discussion group.
PROVIDING INDUSTRY NEWS AND RESOURCES Our Website is a hub for information, plus our other channels of LinkedIn, Facebook, Twitter, Meetup, and InterVIEW Magazine help to get news out to the wider community.
KARIN CURRAN – DIRECTOR, CURRAN RESEARCH ASSOCIATIONS Karin is Director of Curran Research Associates, a primarily qualitative research agency. Her involvement with market research started in 1994 with CM Research and continued through NFO and TNS. She has served on the MRSNZ Committee for the last 4 years, 3 years as Complaints Officer and the last year as Vice President. She maintains international links through her membership at QRCA, for which she currently is the Virtual Chapter Co-chair (Asia & Australasia).
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EVENT COMMUNICATIONS We co-ordinate every aspect of event marketing and commuications, from emails telling members about the event, to social notifications, advertising, printed materials, slide templates and online agendas etc. for our larger events.
SUE CARDWELL – MARKETING MANAGER, INFOTOOLS Sue has many years’ experience in the market research industry across several countries. She is passionate about the communication of insight and promoting the value of research. Currently Sue looks after the global marketing strategy for data analysis software company Infotools. She loves creating content that makes people stop and think, from infographics, to articles, to video.
TEAMS
ROBYN MOORE – CHIEF RESEARCHER, THE RESEARCH COLLECTIVE
PENELOPE LIM – PROJECT MANAGER, TNS.
the Research Collective offering freelance research services in quantitative and qualitative research. She has been on the Research Association (and MRSNZ) committee for three years managing the social media – Twitter, Facebook, LinkedIn. Robyn is your conduit to voicing any concerns or issues that may be affecting your life in research.
in marketing communications and 2 years’ experience in Quantitative Research. Penelope is studying towards the Principles of Marketing Research course, via the University of Georgia. A newbie to RA’s MarComms Executive Committee, you can contact Penelope about communications that you want sent out to Research Association members.
RACHEL PRENDERGAST – COMMUNICATIONS MANAGER, HARMONIC Penelope is a Bachelor of Robyn is Chief Researcher at Business graduate with a major ANALYTICS
NICK CAMPBELL – ANANDA SUTJIJOSO RESEARCH AND INSIGHTS – CLIENT SERVICE MANAGER, NEWSWORKS EXECUTIVE FOR CONSUMER Nick manages the research INSIGHTS, NIELSEN Ananda is a Client Service Executive for Consumer Insights at Nielsen Wellington. She has almost two years experience as a quantitative researcher with a background in Marketing. She has worked on a number of government client projects and has a passion for media in research. She is a member of the Research Association and is keen to ensure the industry is growing.
Rachel is Communications Manager for Harmonic Analytics, a data science company. She has over fifteen years marketing and communications experience in New Zealand and the U.K., particularly within the technology and digital media sectors. With an interest in research and data visualisation, she is looking forward to working on marketing initiatives with the Research Association. Rachel will be publishing InterimView, a monthly ‘save the date’ e-newsletter.
ANIKA NAFIS – RESEARCH MANAGER, FOCUS RESEARCH/NEEDSCOPE INTERNATIONAL
and insights function at News Works NZ, the industry body for news brands covering print and online. He has fifteen years experience within the media Anika is a Research Manager industry across media owner at Focus Research/NeedScope and agency side in NZ and the International. Anika is a qualitative UK. He also represents News researcher with a particular Works NZ on relevant media interest in online and social research groups. As a member media. As a member of Research of the Marcomms team, Nick Association and in the MarComms brings valuable experience in team, Anika is involved with the managing sponsorships and InterVIEW magazine and social advertising revenue. media communications.
September 2014 InterVIEW 9
TEAMS
MEMBERSHIP COMMITTEE THE MEMBERSHIP COMMITTEE IS RESPONSIBLE FOR ●● APPLICATIONS HANDLING ●● MAINTENANCE OF INDUSTRY REGISTER AND DATABASE ●● FEES COLLECTIONS ●● MEMBERSHIP GROWTH ●● PROFESSIONAL DEVELOPMENT
WING ZHENG – CLIENT DEVELOPMENT MANAGER, RESEARCH NOW
ROB CLARK - MANAGING DIRECTOR, NIELSEN Rob was appointed Managing Director for Nielsen NZ in June 2012, from his previous role as Managing Director of the Consumer Group. Since joining Nielsen in 1996, Rob has held a number of senior roles in NZ, Australia and Europe. In these roles Rob worked with many of the leading global suppliers and retailers in the fast moving packaged goods sector. Rob is now responsible for bringing together Nielsen’s core consumer and media measurement services.
10 InterVIEW September 2014
The Membership Committee is looking for more helping hands to integrate the multiple member databases into one single database that is easy to access for all members and our communications with you. Let us know if you would like to help out! Thanks.
Wing has eight years of market research experience, encompassing both quantitative and qualitative research. She is Client Development Manager at Research Now - a global online research fieldwork agency. Wing has a strong rapport and close working relationships with research agencies of all types and sizes across New Zealand and Australia, many of which are members of RANZ. Wing has been on the RANZ/ MRSNZ Committee for the last three years, served in Events Subcommittee, and MarComms Subcommittee. As a member of the Membership Committee, she is focusing on growing the membership database and introducing new members to RANZ.
ETHICS
ETHICAL DILEMMAS A NON-RESEARCH ASSOCIATION MEMBER PARTY RECENTLY ASKED US A THOUGHT PROVOKING QUESTION. THEY WANTED TO KNOW WHETHER TOBACCO RESEARCH WAS CONSIDERED ETHICAL BY OUR INDUSTRY. THIS RAISES SOME FASCINATING QUESTIONS AND WE’D LOVE TO HEAR SOME DEBATE. Let’s imagine that your friendly RANZ Transitional Board puts forward the following resolution… Resolved: As the industry body setting the gold standard for market and related research practice, Research Association New Zealand should take the official position that tobacco research is in violation of the Code of Practice.
How would you respond? Join our conversation on LinkedIn
JOIN THE DEBATE!
#2
September 2014 InterVIEW 11
ETHICS
SOME OF OUR THOUGHTS: by Karin Curran
Research Association NZ has a responsibility to officially uphold the highest standards of ethics. Not only that, Paragraph (b) of our Code of Practice states: Researchers shall take all reasonable precautions to ensure that respondents are in no way harmed or adversely affected as a direct result of their participation in a market research project. Furthermore, Research Association NZ has stated that adherence to both the letter and spirit of the Code is required. In order to do this we must consider the following: Unlike the two other legal but controversial vices, alcohol and gambling, there is no safe usage levels of tobacco. Tobacco causes significant individual and social harm. Firstly, tobacco research that involves product testing or any activities or discussions that encourage smoking even among current smokers, causes direct harm to participants. Market research by definition has as an objective to increase product use and generate brand loyalty. Tobacco research will therefore be used to increase uptake (new smokers) and usage (current smokers) – causing direct and indirect harm to a number of individuals. 12 InterVIEW September 2014
Extending coverage of protection from participants to non-participants who are affected by the research is consistent with the spirit of the Article. On the other hand, Tobacco is legal. It is the sole right of individual companies (and researchers) to choose which legal industries they will or will not conduct research in. This right cannot be abrogated by any outside party. The research on Tobacco therefore cannot be policed or enforced. Moreover, If tobacco research is to be determined as contravening the Code of Practice, it opens up a potential minefield for other moral judgments and restrictions on research into legal products or activities. Gambling and alcohol are the most obvious targets but it can go beyond that. Consider fast food and soft drinks because of their role in obesity and health and airline travel on its impact on the environment. Where do we draw the line? Research Association NZ oversteps its mandate trying to interfere with or restrict specific commercial activities undertaken by individual members/ companies if they are conducted in accordance with the laws of NZ.
LET THE SHOW BEGIN! Sheraton
The research effectiveness awards have always been a great tradition. It sets high standards for the research industry and inspires us to produce great work. We have many submissions this year with many organisations across the country that have put a lot of hard work and discipline in producing great insights for our clients. The awards night is always an amazing experience and a celebration of some of the great work we do. We even managed to dig up some vintage memories from the past. The next two articles highlight why the research effectiveness award is so important and some things you can look forward to in this year’s awards night. Get your tickets and enjoy the show!
September 2014 InterVIEW  13
WORD FROM
14 InterVIEW September 2014
FEATURE ARTICLE
HISTORY OF THE AWARDS
by ian mills
September 2014 InterVIEW 15
FEATURE ARTICLE
Ahhh. The Research Effectiveness Awards - always an interesting topic for discussions after a few wines at the end of one seminar or another. But where did it all start? In the mid-nineties (yes, last century) there was an increasing amount of grumpiness on the MRS committee about the lack of recognition that the research industry received for its contribution to business and New Zealand society. There was also an acknowledgement that perhaps we were part of the problem in that we were quite inward looking and not very good at recognising just how good some of our work was. The conferences were great, however they were the only opportunity to get together, slap each other on the back and generally enjoy being in the industry. It seemed that everyone else (ad agencies, marketers, PR people, clients etc.) all had their own awards programmes so Paul Nixon (a young chap from CM Research ) blithely suggested we set up our own awards programme. Paul then unfortunately promptly resigned from the committee and left Richard Dunbar and I holding the baby. To be fair, Paul had spent quite a bit of time on the committee already so he was due for a break. He had however sown a powerful seed and it fell to the committees through 1998 – 2000 to make it happen. Easier said than done. We spent the best part of nine months trying to find models for research awards in 16 InterVIEW September 2014
overseas markets. However all we could find were conference award type programmes (best paper, best focus group guide,most complicated application of conjoint based questionnaire) and none that placed the focus squarely on what the research had managed to help a client achieve. So we literally had to build the awards from scratch. From the start we were very clear that the awards programme was going to be about the power of great research making significant difference for clients and the broader New Zealand society. We toyed with the idea
FEATURE ARTICLE
of adding categories for specific research techniques however we felt that this would make the awards more inward looking than what was needed. We wanted the awards to have a broad appeal so they had to be equal parts celebration for researchers and clients. It’s mainly for that reason that we have categories based around industries. We also wanted to acknowledge the “out of the box” stuff (hence the Innovation category) and start recognising younger talent (the Rookie category). We also knew that we weren’t going to be able to get this thing off the ground without some very senior support both for the concept and for providing cash to fund the awards. I can still remember pitching the concept to the AMRO committee and the subsequent
meetings which took place to bring the heads of the industry on-board. These sessions were ‘robust’ however they helped ensure that we had a very clear focus on why we were establishing the awards and what the expected outcomes would be. AMRO also helped us to refine our thinking on judging that allowed us to develop a very straight-forward process that is still largely in use today. David Innes was approached to be our first Convenor and Rod Brodie was our first Chief Judge. We also managed to convince The Marketing Magazine to run a huge multi-page spread that dedicated a page to each winner in each category. Organising the event itself took the entire committee at that time. September 2014 InterVIEW 17
FEATURE ARTICLE
L to R - Maria Tyrrell, category sponsor, Chris Day.
R to L - Debra Hall , Assoc. Prof. Richard Brookes.
We couldn’t afford to hire a host however we managed to persuade Glenn Murphy (AC Nielsen) that he’d be great on the night. We also twisted Duncan Stuart’s incredibly rubbery arm to put the AV together and it was something out of this world.
L to R - David Innes, Ken Fink-Jensen, Roz Calder.
It’s also fantastic to see clients entering (and winning) in their own right. I’d encourage everyone to enter into the spirit of the awards as an occasion to recognise great work that has been done (both by agencies and clients to get things happening as a result) and to use the awards as a chance to continually enhance the work you do.
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It’s great to see the awards still going strong after fourteen years. The breadth of entries keeps expanding as does the number of entrants.
ABOUT THE AUTHOR Ian Mills (FRANZ) is the Managing Director of Ipsos New Zealand. In 2000 he was the Vice President of the then Market Research Society of New Zealand (now Research Association NZ), and he helped create the Research Effectiveness Awards. Ian continues to be involved with Research Association NZ as a Fellow.
FEATURE ARTICLE
BUILDING ON GREAT TRADITIONS by maria tyrrell
2014 might be the 8th New Zealand Research Effectiveness Awards but it will be the first under Research Association. The Awards showcase the industry’s best, celebrating our successes in growing business. Categories – favourites plus a new one This year we are bringing back all the classic awards recognising excellence in Consumer Products and Services, Social and Community, Business to Business and Media and Advertising. So what’s new? This year we present the DIVA award for data visualization. Today, there is no shortage of data and the challenge lies in presenting insights in an innovative and effective way. In a world of big data, there’s more and more demand for clear and concise insights. A myriad of static pie charts and bar graphs just adds to the ‘data noise’ failing to tell coherent stories and death by Powerpoint. More and more clients are demanding actionable, relevant and impactful insights presented in a way that easily meets their evolving needs. DIVA awards presented by Infotools and Auckland Council celebrate creative, innovative visualisations of consumer insights that inspire decision makers.
September 2014 InterVIEW 19
FEATURE ARTICLE
GET YOUR TICKETS! Rookie of the Year We will also be presenting our highly anticipated Rookie of the Year award sponsored by Futurescape Global. The intent of this award is to recognise researchers at an early stage in their careers who are making notable contributions with the potential to achieve much more in the future. The awards will be held at The Hilton on 26th of September. The stage is set and we are getting the final details signed and sealed. We are thrilled to have Leigh Hart (@leighhart70) a.k.a ‘That Guy’ hosting this event for us. No doubt he will come up with some interesting observations on research to keep us amused throughout the night! Make sure you grab your colleagues together and get your tickets to attend this great night out. Places are limited. Jump on the website and book your tickets at www.ResearchAssociation.org.nz . We are very excited to be bringing this award to the proceedings this year. For some inspiration, have a look at some past finalists in the North American DIVA competition at http://www. insightinnovation.org/diva-award/
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FEATURE ARTICLE
KEY AWARDS SUPREME AWARD
INNOVATION
EFFECTIVE PARTNERSHIPS
ONLY POSSIBLE WITH OUR GREAT SPONSORS The Awards can only happen with the commitment of key sponsors. A big thank you to them all!
DIVAs
CATEGORY AWARDS CONSUMER PRODUCTS
AND WE STILL HAVE THREE SPONSORSHIPS AVAILABLE: ∆∆
BUSINESS TO BUSINESS CATEGORY
∆∆
SOCIAL AND COMMUNITY CATEGORY
∆∆
PHOTOGRAPHY
ROOKIE OF THE YEAR
MEDIA AND ADVERTISING
CONSUMER SERVICES
ACTIVITY SPONSORS PRE-DINNER MIX AND MINGLE
ENTERTAINMENT
DESSERT
PLEASE CONTACT MARIA@NEEDSCOPE.COM IF YOU ARE KEEN TO BECOME A SPONSOR. THE HASHTAG FOR THIS EVENT IS #RANZAWARDS
ABOUT THE AUTHOR Maria Tyrrell is the Managing Director Focus Reseach/NeedScope International and a board member of Research Association. She leads the Events committee who are responsible for organising the awards evening this year at the Hilton .
September 2014 InterVIEW 21
FEATURE ARTICLE
AN UNEXPECTED FIFA 2014 WIN
Back in 2010 Nike claimed to ‘write the future’ winning its reputation of the best FIFA 2010 ad. They certainly had a huge stake with a significantly large budget spend on the campaign’s production value. Little did they know that there would be an underdog at FIFA 2014. If you haven’t seen beats by Dr. Dre campaigns, then you must. They first turned heads at this year’s Super bowl with their ‘Hear What You Want’ campaign starring American athletes silencing backlash with beats headphones. Beats by Dre x Colin Kaepernick: Hear What You Want Commercial Beats by Dre x Richard Sherman: Hear What You Want Commercial
August 20142014 22 InterVIEW September
Moving forward from this success, they have upped the ante at FIFA 2014 with their five minute cinematic extravaganza. ‘The game before the game’ campaign incorporates powerful storytelling techniques with beats being renowned as a brand that has the best sports campaigns. What’s most intriguing is that their products have nothing to do with sports yet this TVC alone has gained over twenty million views on YouTube. It’s a very Nike like campaign but beats has taken the game to the next level with a blaze. They say that beats has ‘out-Niked Nike’. What do you think? Send us your thoughts.
September 2014 InterVIEW  23
FEATURE ARTICLE
VALIDATION OF WHAT WE DO.
By Ngaire Reid of Reid Research
I have always been very proud to work in the research industry in NZ. I believe we provide a great service to the NZ community – to both the general population, and the commercial and public sectors.
But, despite having this faith in what we do, there is rarely an opportunity to actually have our results validated.
I have always believed that we do everything in the entire process of conducting a survey the right way. So, from my field perspective we have always been meticulous about the methodology and always had faith that the data we have captured is the RIGHT data. All those finicky bits and pieces which need to be done; the absolute requirements of achieving a random sample, all come together and voila, there are the correct answers.
UNTIL‌
24 InterVIEW September 2014
A couple of months ago we were watching TV3 to see the results of the Political Poll we have just completed for them. We then switched over to TVOne to discover they were presenting the results of their Colmar Brunton Political Poll.
FEATURE ARTICLE
Validation of What We Do. Ngaire Reid of Reid Research I have always been very proud to work in the research industry in NZ. I believe we provide a great service to the NZ community – to both the general population, and the commercial and public sectors.
Our resultsI were the believed same that – only have always we do aeverything in the entire process of conducting a survey couple of minor variations! We had the right way. So, from my field perspective we have always been meticulous about the both conducted our surveys in the methodology and always hadsame faith that the data we have captured is the RIGHT data. All time period,those so any political goings-on finicky bits and pieces which need to be done; the absolute requirements of achieving would have aaffected both our results. random sample, all come together and voila, there are the correct answers. I’m sure we both do things slightly despite having this faith in what we do, there is rarely an opportunity to actually have differently, But, but we obviously both our results validated. Until….. adhere to the mandatory requirements to achieve aAreliable Andwewe had couple ofresult. months ago were watching TV3 to see the results of the Political Poll we validated each other’s work. have just completed for them. We then switched over to TVOne to discover they were presenting the results of their Colmar Brunton Political Poll.
But even more than that, I believe that to Ourand results were the same – only a couple of minor variations! We had both conducted our the business private communities the same time period, so any political goings-on would have affected both our of NZ, this surveys was ain clear endorsement results. I’m sure we both do things of those of us, in our industry, whoslightly differently, but we obviously both adhere to the to of achieve rely on the mandatory scientificrequirements principles our a reliable result. And we had validated each other’s work. profession. But even more than that, I believe that to the business and private communities of NZ, this was a clear endorsement of those of us, in our industry, who rely on the scientific principles of our profession.
Polls as published in the New Zealand May 2014Herald 26 May 2014 Polls as published in theHerald New26Zealand Three News – Reid Research National Labour Greens NZ First PREFERRED PM
50.3% 29.5% 10.2% 5.6%
One News – Colmar Reid research Brunton +4.4 -1.7 -1 +0.7
John Key David Cunliffe
43.1% 9.8%
+0.5 +0.8
Three news
ONE NEWS
COLMAR BRUNTON
51% 30% 11% 4.8%
+4 -1 -1 -2
43% 10%
+1 +2
ABOUT THE AUTHOR Ngaire Reid worked for ACNielsen as their National Field Manager for almost two years before starting her own independent field company in 1996. In 2006 Ngaire was made a Fellow of the Market Research Society of New Zealand, for her contribution to the industry. September 2014 InterVIEW 25
5
TRENDS FOR RESEARCHERS By Sue Cardwell, Marketing Manager, Infotools
1.
THE DIGITAL, COLLABORATIVE WORK SPACE. In last InterVIEW, I wrote about the decline of the infographic. This issue, take a look at the data visualization which won the North American DIVA award for great communication of consumer insight. Instead of a report, it’s a “digital, collaborative workspace” - essentially a website to which researchers and clients can add all sorts of media and discuss them. It’s engaging and blends qual and quant data effectively. Is this the “report” of the future? (While we’re on the subject, until 16th August you can enter the New Zealand DIVAs - part of the Research Effectiveness Awards here. 26 InterVIEW September 2014
What are the trends you’ve spotted recently? Send an email to sue. cardwell@infotools.com with what you’d like to see featured in this section.
2.
THE NEXT ECONOMY Visionary Jeremy Rifkin has told us what the next economy will be: “Zero Marginal Cost Society” or “Maker Economy / Sharing Economy”. In a nutshell, developments such as 3D printing, the internet of things, and microfinance via the internet will make us “prosumers” who value access over ownership and who are no longer held to ransom by huge corporates. The economy will be decentralised. The model will be disownership. Read Robert Moran’s great article on what it means for market research here.
TRENDING
3.
ARE WE READY FOR A SOCIAL SHAKE-UP?
Facebook is losing teen users rapidly and seeing a backlash against ‘unethical’ practices. Google+ seeks to outdo Facebook (with limited success) but also has LinkedIn-alike and Twitter-alike features, suggesting it wants to be the panacea. LinkedIn and Twitter continue to add to their features and to offer more to advertisers (look at LinkedIn’s Influencers and Twitter’s sponsored tweets and animated gifs). Weibo (China’s answer to Twitter) and WeChat (China’s answer to Facebook Messenger) are comparable in user numbers to their western rivals. The shape of social is changing. Advertising researchers be warned.
4.
BLURRED LINES Recently I’ve noticed that the market research industry’s most successful voices are those who aren’t afraid to show personality. They have embraced transparency,
and, to some degree, blurred the lines between their professional and their personal profiles. When we read or hear their thinking, we feel like we know them. They have great presence. Authenticity is key. For example, when we meet someone in person, we expect their personality to be consistent with their online voice. The easiest way to be consistent is to be yourself. You may have heard the networking advice, “treat strangers like friends, and they will be.” Try treating your audience as trusted co-workers. Embrace the blurring of lines and the end of anonymity you may find there is much to gain from a more personality-driven profile.
5.
GIVE AND YOU SHALL RECEIVE: EVENT SPONSORSHIP HAS CHANGED
We’ve seen great creative marketing recently around the FIFA World Cup, the Tour de France and soon Glastonbury. How do you take something that’s all about the people and passion and commercialise it? By giving people something valuable, like device charging at Glasonbury. September 2014 InterVIEW 27
SAVE THE DATE
SEPTEMBER
7
ESOMAR Congress 2014
For our 2014 Congress, we dare you to surprise us with a speaking proposal that expertly addresses the theme of “WHAT INSPIRES?”
Nice, France
8-9
TRAINING TUESDAY - DOUBLE HEADER!!! Marrying Big Data with Real Consumers
An exclusive speaker with two opportunities to engage – a more intimate lunch with hands on workshop targeting those with a more relevant need for knowledge in the area of big data and consumer behavior, combined with an evening presentation that will enlighten all and provide a unique insight, perspective and education on a topic that is both relevant, interesting and something that will touch us if it hasn’t already. LUNCH -Presentation with Workshop TBA, Auckland EVENING - Presentation only LINK HERE
28 InterVIEW September 2014
17
Corporate Researchers Conference
MRA’s conferences offer indispensable education to keep you informed and up to date on the latest trends and developments in the profession. Whether you want to accelerate your strategic thinking or need key deliverables for immediate use, MRA’s conferences will provide inspiration and solutions. Chicago, ILL
23
AMSRS Webinar Series: Convenience Sampling Pete Doe (USA)
COSTS TBD Online http://www.amsrs.com.au/
26
Market Research Effectiveness Awards 2014 Are the Market Research Effectiveness Awards happening now that the MRSNZ and AMRO have become Research Association NZ? They sure are! And they’ll be bigger than ever.
The Hilton, Auckland, NZ www.researchassociation.org.nz
SAVE THE DATE
28
CASRO Conference CASRO is the only organization that links a network of market research CEOs and senior executives in an environment that enables them to learn from one another and access the resources and insights they need to lead effectively. The participants at our meetings and conferences are the decision makers within their companies and the direction leaders of the industry. Denver, COL
OCTOBER
7
TRAINING TUESDAY
Help grow your research knowledge, network, and enjoy! Topic: TBA TBA, Auckland
15-17
QRCA Annual Conference
The Qualitative Research Consultants Association will hold its annual conference on October 15-17 at the Hilton New Orleans Riverside.
New Orleans, LA, USA
20-22
The Market Research Event
The #1 Insights Event in the World
Boca Raton, FLA, USA http://www.iirusa.com/research/eventhome.xml
21
The Market AMSRS Webinar Series: Big Data married with humanism Julie Schlack (USA)
Costs TBD Online http://www.amsrs.com.au/
NOVEMBER 4
TRAINING TUESDAY
Help grow your research knowledge, network, and enjoy! Topic: TBA TBA, Auckland
5-6
Market Research in the Mobile World
The world’s leading Mobile Market research conference is coming to Africa! Join us at Market Research in the Mobile World (MRMW) Africa in Cape Town, South Africa Cape Town, SA http://www.mrmw.net/
13
AMSRS Webinar Series: Infotactics Simon Dunn (UK) Costs TBD
Online http://www.amsrs.com.au/
DECEMBER 2
TRAINING TUESDAY
Help grow your research knowledge, network, and enjoy! Topic: TBA TBA, Auckland
2
AMSRS Webinar Series: Nonprobability sampling Reg Baker (USA)
Costs TBD Online http://www.amsrs.com.au/
September 2014 InterVIEW 29
SAVE THE DATE
JANUARY
MAY
20
19
Costs TBD
Costs TBD
AMSRS Webinar Series: Storytelling Gerard Loosschilder (Netherlands)
Online http://www.amsrs.com.au/
FEBRUARY
AMSRS Webinar Series: Micro-simulation in research Don Perugini (Australia) Online http://www.amsrs.com.au/
JUNE
24
16
Costs TBD
Costs TBD
AMSRS Webinar Series: Real time vs Traditional Research Andries Noeth (South Africa)
Online http://www.amsrs.com.au/
MARCH
10
AMSRS Webinar Series: Insight Simplicity Andrew Vincent (UK)
Costs TBD
Online http://www.amsrs.com.au/
APRIL
14
AMSRS Webinar Series: Online communities Diane Hessan (USA) Costs TBD
Online http://www.amsrs.com.au/
30 InterVIEW September 2014
AMSRS Webinar Series: Conjoint Analysis Ken Deal (Canada) Online http://www.amsrs.com.au/
360° view of the consumer Gaining a clear view of your customer is key. Research Now powers your insights by giving you access and understanding of each point of engagement. By combining respondents with mobile and digital technologies, you can get to know your audience, wherever and whenever.
ADimension
TM
On line cam pai gn evaluation beyond the expected
Contact Research Now today!
infoNZ@researchnow.com www.researchnow.com
Opinions on the go. A powerful tool for insights is now in your hands September 2014 InterVIEW  31
INNOVATIONS SUE CARDWELL OF INFOTOOLS HELPS COORDINATE THE DATA INSIGHT INNOVATION AWARDS.
In the last Training Tuesday, Richard Shed inspired us on how concepts of design can be combined with research to provide more meaningful data. On this innovation piece we present you with Botviz, the winner of this year’s DIVA award at the Insights Innovation eXchange. Botviz aims to integrate ideas of design in data visualisations presenting clients with delightful experiences. They call it Design Driven Research & Strategy.
INFOTOOLS: FIRST OF ALL, TELL US WHAT BOVITZ DOES, IN A NUTSHELL.
INFOTOOLS: HOW BIG OF A PART DOES INNOVATION PLAY AT BOVITZ?
While we are a full-service research agency, what we are most passionate about is using research to drive innovation and change - be it a new consumer experience or product, a new corporate strategy, or a whole new business altogether. We strive to be at the forefront of creating and refining ideas that bring change for good.
It’s central to everything we do. We can’t help our clients innovate if we aren’t constantly innovating and tinkering ourselves. Most think innovation in our industry means new products or services for clients, and that’s true. But, we also want to be keenly mindful of the disruptive power of culture and organizational development. We believe inspired people are the ones who inspire brands.
32 InterVIEW September 2014
INNOVATIONS
INFOTOOLS: CONGRATULATIONS ON YOUR WONDERFUL VISUALIZATION. HOW DID YOU COME UP WITH THE IDEA FOR “IOS DAY IN THE LIFE”? We are obsessed with making our research a two-way street -- something our clients can experience -- something that brings them in to feel what consumers feel. Traditionally, research has been a static experience; you just read what’s on the page. That’s a one-way street. At best, it’s presented to you - someone else telling you what you should know. In this effort, we wanted to create an immersive, media-rich deliverable that created dialogue between stakeholders, and even among us and consumers. That, and we wanted target audiences to
become real, personal, and meaningful for our client. Creating an interactive digital experience only made sense with this in mind.
INFOTOOLS: WHAT, IN YOUR VIEW, IS SIGNIFICANT ABOUT THE PIECE? It’s a tool for exploration and interaction; we hope it offers serendipitous discovery opportunities. Among the unique features of the site is a collaborative workspace where users can share data, imagery, video, and ideas on a secure, private section of the site. There’s also an array of storytelling tools and micro-content to humanize our client’s target audiences, including infographics, curated data points, video from qualitative work, a data portal, blog entries, and more.
September 2014 InterVIEW 33
INNOVATIONS
INFOTOOLS: WHAT ROLE DID THE CLIENT PLAY IN “IOS DAY IN THE LIFE”? They were willing to take a risk in promoting a non-traditional deliverable internally. They asked for something new and different and were willing to follow through and evangelize its benefits. Disrupting the status quo takes courage and perseverance.
INFOTOOLS: WHAT ADVICE WOULD YOU GIVE TO PROSPECTIVE MARKET RESEARCH DATA VIZZERS? Here are 5 tips: See design in everything - the * market, what you read & watch, your gadgets & tools, everything * Be cool with failure - seek out feedback, embrace critique, use it humbly the next time * Care about solving people’s problems and inspiring change * Hate the status quo * What would MacGyver do? 34 InterVIEW September 2014
INFOTOOLS:WHAT ADVICE WOULD YOU GIVE TO AGENCY HEADS, AND/ OR CLIENTS REGARDING DATA VISUALIZATION? Let’s not strive just to make data pretty, but let’s strive to create experiential stories. Let’s do work that stimulates discovery, interaction, and ideation. Clients and stakeholders are looking to us for inspiration. And that inspiration lies in communicating people’s stories, communicating the human journey.
INFOTOOLS: WILL YOU BE ENTERING AGAIN IN 2015? Of course. We were proud and humbled to be included among so many great thought leaders and fellow change agents this year and would love to be a part of it again the next time around.
THE ART OF SEDUCTION TO QUOTE DAVID OGILVY, “WE ARE NOT IN THE BUSINESS OF ADVERTISING, WE ARE IN THE BUSINESS OF SEDUCTION”. SO HOW DOES ONE SEDUCE THE MASS MARKET? BY BECOMING IRRESISTIBLE OF COURSE! NEEDSCOPE INTERNATIONAL HAS UNCOVERED THE MAGIC OF IRRESISTIBILITY WITH 8 APPS THAT DIAGNOSE A BRAND’S PERFORMANCE AND HELP BUILD EQUITY. PUBLISHED IN ESOMAR, THEIR WORK HAS TURNED MANY HEADS AND HAS GAINED MUCH ATTENTION.
This paper reminds brand managers of the basic hygiene factors of branding as well as some inspiring thoughts on building resonance. We can all name some irresistible brands. Some like apple even transcends into cult-like icons. This paper breaks down key elements that allow brands to have this seductive effect providing brand managers with a way of monitoring and diagnosing their brand performance.
You’ve analysed NeedScope’s measurements of over 2,000 brands in order to find the secrets of “irresistible brands”. Tell us how that came about. We wanted to capitalise on the learnings we’ve built up from the huge range of brands we research. The first step was pooling our observations and developing hypotheses about what makes brands irresistible but we needed to test these rigorously to provide empirical evidence. So we set
So read all about being an irresistible brand on ESOMAR. We had the pleasure of interviewing the directors of NeedScope International at TNS, Roz Calder and Michael Cook who shed some further light on the secrets to becoming irresistible.
ourselves the challenge of building a database from data that’s common to all NeedScope studies. We used studies from the past 3 years, across 20 market sectors and in 48 different countries, which gave us data from over 2,000 brands. It’s a quantitative researcher’s dream to have data like this to play with and it allowed us to test our hypotheses – some stood up, some didn’t - and develop a quantitative measure of brand irresistibility. September 2014 InterVIEW 35
THE ART OF SEDUCTION
Your Irresistibility Quotient, which runs on a scale from 0 to 100, is a new metric for marketers and consumer insights professionals to consider. What sorts of brands will be interested to know their brand IQ? Being an irresistible brand is a very alluring concept – these brands have a magnetic attraction consumers can’t resist and competitors have difficulty competing with. I can’t imagine any clients not interested in knowing where they stand on irresistibility. In fact we launched this in February and it immediately generated huge client interest. Can you tell us in a nutshell how you calculate a brand’s IQ? Put simply it’s a measure of how a brand satisfies consumers, in a given needstate. It takes into account functional, social, emotive and archetypal needs. An IQ needs to be over 50 to give a brand any advantage in the needstate. But it’s not until over 80 that the brand gets a truly irresistible advantage, really driving 36 InterVIEW September 2014
brand purchase within the needstate. Only 5% of brands in our database achieve this level of irresistibility. Does a brand’s IQ change depending on the audience being asked? Of course it varies across different needstates. And if you filter by different demographics and so on, you do often get a variation in IQ. What’s also interesting is the differences we found by different regions. In developing markets, brand IQ’s are on average lower. Whereas in developed markets like New Zealand, increased competition and more developed marketing practices have created generally more irresistible brands. Your data identified 8 factors driving irresistibility. Some are things marketers will have heard of before, like know-how and differentiation. Others may be new to them, like symbolism, nexus and alignment. Tell us a bit about the drivers. For us this is the exciting part. Measuring IQ is only worthwhile if we
THE ART OF SEDUCTION
can then tell a client how to improve their IQ, and the 8 drivers of irresistibility are what allow us to do that. Some are hygiene factors but others provide the real magic of irresistibility. A couple of my personal favourites are Symbolism and Nexus. Symbolism is the language of emotion that speaks to the fast brain, where brand choices are made. The slow brain uses words and facts but the fast brain speaks in code using symbols and associations. Irresistible brands use this language to great effect. Then Nexus – this is all about connection. Nexus is the emotive connection running through a brand’s total offer that links every aspect of the brand’s image, including the product. Brands with high Nexus aren’t just cohesive, they are held together by emotion. With the 8 drivers of irresistibility, does a brand have to perform strongly on all 8 in order to reap the benefits of being irresistible?
70 in the shares every one of these and no brand achieves a score of 70 or more without them. You can’t trade them off against each other – for instance if your brand has poor Momentum, that can’t be overcome by having great Nexus. You need them all operating. We all want to be irresistible. Do marketers and brand managers focus enough on irresistibility? Or is it largely an intangible goal? Everything marketers do should be aimed at building a strong brand – whether they think of that as irresistibility or not. By highlighting the idea that a brand can be irresistible, and that we can measure it and diagnose where it’s failing, we’re giving marketers a direct path to building irresistible brands – so it’s not an intangible goal at all.
Essentially, yes. In our database of 2,000 brands, every brand scoring over September 2014 InterVIEW 37
MOVERS AND SHAKERS IPSOS
INFOTOOLS
A warm welcome to Jenni Anderson who has joined Ipsos as a Researcher. We also welcome Vicky Wang, Richard Wilde, and Stefi Wenas who all join as DP Analysts.
Infotools congratulates Ant Franklin (one of our founding directors) on accepting the newly-created position of CEO at Infotools.
We bid a fond farewell to one of our coders, AJ Krebbs, who reminded us that she had served us ‘longer than a life sentence’. You will be sadly missed and we wish you well at your new job. ….And congratulations to Katherine Constain who recently got married. IGNITE RESEARCH We have a new addition to the busy Ignite Research team. Sara Bidabady joins us from the UK in a field coordination role. REID Research Reid Research have now moved in to their lovely new offices complete with a view of the harbour, scrap metal yard, and a dead car lot (But the harbour view is great if you sit down!!). Reid Research are now located at 725 Rosebank Road, Avondale (Auckland). Same phone number (09) 815 0320 38 InterVIEW September 2014
A warm welcome to Sarah Thorpe who recently joined Infotools in the role of human resources director, with over 15 years’ HR experience across different industry sectors. Infotools also welcomes Hoon Kim and Patricia Urbiztondo. Hoon has worked as a data analyst in the research industry for the last five years and Patricia has worked in research operations and programmer roles in the Philippines and Papua New Guinea. Infotools has recently grown their IT team, welcoming Jeremy Hughes, who joined as an ICT engineer, and Alex Taylor as a senior ICT engineer. Congratulations to Brian Potter who celebrated his 20-year anniversary at Infotools in March. Brian says ‘The best thing about working at Infotools is the great location and the wonderful people we work with. It has been a pleasure and honour to be present as Infotools has grown from a small start-up in one unit at Milford, to the large and vibrant company it is today.’
MOVERS AND SHAKERS
Happy Infotools anniversary to Satoko Mowbray, Christine Fitzgerald and Ruby Jagdeep who celebrated their 10-year anniversary with our company in June. Congratulations to David Mazva and his wife Sejla, who recently got married in Chicago, IL. A further congratulations to Gabriel Deza and Leanne on their recent wedding! The newlyweds were married on the 28th June at the Brigham Functions Centre. A big congratulations to Olga Hoxha and her husband on the birth or their beautiful daughter, Rita. She made her entrance on 4th July, weighing in at 3.4kg. A big shout out as well to David Mazva, our client service lead in Chicago, who recently spoke at the CASRO Technology & Innovation Event about the journey his company had with a global client and the advancements they had to make in their dashboards to meet this client’s evolving needs.
FOCUS RESEARCH Focus Research turns 20! Twenty years ago Michael Cook and Roz Calder launched a new research company, known locally as Focus Research and internationally as NeedScope International. With today’s digital working environment, a joint venture with global research company TNS, and the ease of international travel, NeedScope International has become an export success story – taking worldclass research tools, developed here, to the global market.
“A strategy of thinking big from day one and never believing we’ve finished developing NeedScope, has kept the business growing and developing. So twenty years on, we still get excited seeing clients apply NeedScope to everchanging brand strategy issues, both locally and globally.” Roz Calder Focus Research/NeedScope International would also like to congratulate Sophia Blair who has been promoted to Research Manager, and Philippe Boulanger who has been promoted to Research Executive. Company news There was much excitement at IIeX in Atlanta in June with the presentation of the Data Insight Visualization Award (DIVA), sponsored by GreenBook and Infotools. Based on the decision of the panel of expert judges, Patricio Pagani presented the award to Greg Bovitz (on the right) for Bovitz Inc’s submission of ‘iOS Day in the Life’. http://www.insightinnovation.org/ diva/ Research Association New Zealand New Members FULL: Kara Fawcett New Zealand Trade and Enterprise ASSOCIATE: Derek Brown SSI | Denise Cleary Opinions Market Research | Stephan van der Linde Futurescape Global AFFILIATE: Rachel Prendergast Harmonic Analytics
September 2014 InterVIEW 39
WORD FROM
60 SECONDS
40 InterVIEW September 2014
... WITH NIMESH AMIN
60 SECONDS WITH...
Nimesh Amin has been with Fairfax Media in various research roles for seven years and now looks after insights across the business. Prior to this, he held roles with Universal McCann as well as a number of media companies in the UK. As with many before him, he fell into media after completing his M.Sc in Microwaves & Optoelectronics. Thankfully he discovered early on that he was more of a people person than the type who wanted to be stuck in a lab playing with lasers!
FRIDAY NIGHT DRINKS? MEET ME AT: Ideally Ponsonby Rugby Club. My son plays U7 and it’s always a treat watching him play under the lights and then heading back to the clubrooms for a beer (for the parents) and hot chips for the kids. Chilled out weekend brunch? Meet me at: Yum Char at Grand Harbour - you can be eating within seconds of sitting down and then leave the table looking like a bomb’s hit it after the kids have demolished dumplings and roast pork...Yum! I get stressed out by: People who just don’t get it. InterVIEW is coming to dinner. I’m cooking: Not surprisingly Indian food. I was taught by my mum who’s an incredible cook and a vegetarian. It amazes my friends that she’s never tasted or touched meat with her bare hands yet can cook it so well.
The best thing I’ve learnt in my career is: What are you going to do to make it happen. The MR innovation I’m most excited about: Real time insights by melding big data and peoples emotions. When I win the jackpot, you’ll find me: On the back of an elephant in India showing the kids their ancestral roots. If I wasn’t a market researcher I would be: Making lasers! Other researchers should contact me if: They’d like to talk about lasers... I love my life because: My wife lets me think that it was my idea!
The music I’m listening to right now is: Lets not mention music, I find myself saying I remember that first time around! Its hard to accept that my entire collection is now officially retro. How can Wu Tang Clan be retro? September 2014 InterVIEW 41
TRAINING TUESDAYS Learn, Grow, Share
TRAINING TUESDAYS: THE PERFECT OPPORTUNITY FOR ONGOING PROFESSIONAL DEVELOPMENT. AT A VERY COMPETITIVE PRICE POINT, THESE TUESDAY EVENING EVENTS COVER A WIDE RANGE OF TRAINING TOPICS. THIS PROFESSIONAL DEVELOPMENT SERIES IS HELD BY RESEARCH ASSOCIATION NZ ON THE FIRST TUESDAY OF EVERY MONTH IN AUCKLAND. Got an idea for a training session you’d like to see or run? Email us at secretary@researchassociation.org.nz
Training Tuesday review by Sue Cardwell I love listening to Duncan Stuart share his passion and unique approach for market research. There’s a reason Duncan has won best paper at conference multiple times. He has a magical way of making the complex seem clear, which must make him a hero to his market research clients.
UP THE VALUE LADDER
- getting inspired to think cleverly with Duncan Stuart 42 InterVIEW September 2014
In this event, the ‘complex’ in question was predictive analytics. Duncan made a strong case for moving beyond the “vanilla” i.e. descriptive, after-the-fact reporting using bar charts, etc. Nice work Duncan – you left a room full of people inspired to do more with market research. Also, big ups to Anika Nafis and Maria Tyrell who bravely piloted live-streaming for the first time at a Research Association event. It worked well for out-of-towners, and you can catch the recording of the session on Research Association’s website. @duncan_stuart
@TuesdaySue
TRAINING TUESDAYS
DESIGNING EXPERIENCES
- Tips + tricks for upping your 'design' quotient
– presented by Richard Shed
Training Tuesday review by Rob Bree Richard Shed’s was certainly one of the more entertaining workshops I’ve attended in recent years. A relaxed, informal and engaging speaker, Richard outlined a history of his career in Design. Starting with a fairly conventional background in product design, he shifted into service design where he now holds the position of service design leader at New Zealand Trade & Enterprise (NZTE).
age. To help him with the project Richard spent the day with his own grandparents and admitted to finding out more about them in that one day than he had learnt in his whole life.
Richard introduced a number of themes with Design Thinking being more oriented towards individual human experiences and less towards sample populations and statistical modelling.
The core message seemed to be one of immersion and capturing the hundreds of little insights that arise from very wide briefs as opposed to the normally focussed brief researchers receive. One thing I took away was to get the insights off the printed page and up onto the walls “writ large” and illustrated. It makes the experience much more meaningful for the client.
One of my favourite projects was for the Danish Government who wanted to gain a better understanding of peoples’ needs in their old
NZTE are very open to approaches from industry and I’m sure Richard wouldn’t mind you contacting him if you’d like to know more.
September 2014 InterVIEW 43
SPECIAL EVENT
SPECIAL EVENT
KEVIN KENRICK ON TELEVISION CONTENT Kevin Kenrick was delightful to listen to – an engaging speaker with some insightful, thoughtprovoking comments on how television content is changing. It certainly created many points of discussion. Below are some comments we heard through the grapevines. Overheard at morning tea was the feedback that Kevin Kenrick is an inspiring, forward thinking thought leader. His views on digital content stirred the traditional way we think about piracy – that it isn’t illegal; rather it’s a signal that consumers demand the content and will obtain these by any means. And where there is a demand, there’s money to be made. Spotify, Netflix and Pandora are businesses that have recognised this and created popular and profitable websites that have revolutionised the way we engage with content. In contrast, existing players in the market like Sony and Video Ezy have been blindsided by or are fighting with the demands of this digital era – continuing to pursue content restrictions and creating barriers to what consumers expect and demand. 44 InterVIEW September 2014
From his presentation it was clear that Kevin Kenrick has a very practical, pragmatic approach to business. Rightfully so - a large, commerciallydriven organisation should be focused on targeting mass market profits and leaving niche content to online and niche players. @RugbyMother noted that this approach is in stark contrast to that of Rod Drury from Xero, who earlier in the day mentioned that his organisation will shape the future and drive change – indeed a more entrepreneurial approach as noted by @ResearchRanter. Kenrick’s comments regarding how news is presented were not without controversy. His case study on Seven Sharp showed TVNZ’s strategy to bridge the gap between news and entertainment at the 7pm slot and drive increased viewership. Kenrick was challenged by an audience member who questioned if TVNZ’s focus on viewing numbers came at the expense of its role as a media organisation – to hold power and authority to account. During further conversations, those of us more politically minded commented that what is often forgotten is that media is the fourth estate and although it does have a commercial imperative, it also serves a public service function. It is the modern day challenge to perform a democratic role in a day and age where advertising dollars drive content. Overall, a great night with many discussions that followed. Do write to us and let us know any other thoughts and responses you might have had. Tweet us @researchnz, post us a note on LinkedIn or Facebook, or write to Editor Ed.
September 2014 InterVIEW  45