Archive for the ‘Research’ Category

Hybrid is the way to go– in research as well

Thursday, July 1st, 2010

Larry David drives one, utilities use wind and water to generate electricity and engineered species of plants fall under this umbrella moniker too.  And now it is becoming a common approach to market research as well. 

For the past four years (a little longer than most agencies),MSI has been approaching various consumer research projects from a mixed bag perspective…something that the industry now refers to as “hybrid” or “fused” research. So I guess you could consider MSI as being on trend or ahead of the curve. 

Basically, it is a blend of a quantitative (usually online) and qualitative methodology or technique and not as individual consecutive phases which has been the standard approach. The benefit is that you have both a projectable quantitative platform  along with the layers of qualitative that can provide greater or richer insights…combining what consumers said with why they said it. Sort of the emotion behind the numbers.

MSI has employed this approach for message testing, ad tests, naming studies and packaging tests to name just a few.  The approach yields more useful data for less money and in a shorter span of time. 

Share your thoughts on hybrid research on our blog or gain other perspectives by visiting conversations like this.

What we’ve learned over the years…

Thursday, May 27th, 2010

Recently, I read an article on AdAge.com about 20 things the owner of an agency learned after 10 years of running his agency.  I enjoyed the article and seeing what others posted as their “additions” to the list in the comments section.  Some of my personal favorites from the author were #13 – “You aren’t thanking people who work for you enough” and #16 “Throw parties at your office, no matter how humble or grand the space, for no reason at all. It’s all about the people in the room, good music, and not running out of booze or ice” and of course, I couldn’t leave out #17- “Put your f***ing BlackBerry/iPhone down when you’re meeting with me.”

I thought I would see what advice my fellow MSI-ers could add to the author’s list (whether something they wrote personally or read or learned over the years) and here are a few pieces of that advice… Enjoy!  Oh and I would love to read any additional insights or lessons learned, I look forward to everyone’s comments!

“Pay people peanuts and you’ll get monkeys.”- David Ogilvy

 

“Good, fast or cheap: pick 2.” - Unattributed/Industry Proverb

 

“Opportunity is missed by most people because it is dressed in overalls and looks like work.” – Thomas Edison

 

“Be thorough.  Make a list, check it twice.” 

 

“Communicate. Communicate. Communicate.”

 

“No Art Director has ever said ‘This needs more copy.’”

 

“No Art Director has ever said ‘Can we make this logo bigger?’”

 

“Work equally as hard at making your clients happy and your employees happy.   Recognize people all the time, whether in a small way or a big way.”    

 

“Find your passion and find a way to bring it into what you do every day.”

 

“Be Positive.  We too often underestimate the power of a positive attitude.”

Curated Crowdsourcing Creating A Conundrum

Thursday, May 20th, 2010

How about that title for alliteration. But seriously people, I recently read a few articles about the increasing popularity of curated crowdsourcing in relation to marketing projects.  My thought is that if curated crowdsourcing is the next big trend in the development of logo designs, ads, package design,TV spots,etc. then the ad community and our clients (who may looking at this idea) are in semi-trouble.

 

From what I can see, the argument for a curator approach (a web-based entity that manages/administers resources) is that they can reach out to dozens of art directors, writers and designers to develop and post their work based on a brief. Then the best work is screened, selected and paid for almost like it is done on spec. Not good and a little light on the strategic level, most likely.

 

The curator claim is that with an agency a client works with a limited number of people. That is hardly close to the truth. With an agency a client has the advantage of working with teams from different departments and marketing disciplines, with different perspectives, and a much deeper understanding of the client’s business and the target audience they need to reach…not just from the design side of the business. It is not myopic in any sense.

 

As a result, if you were to test the concepts/ideas/designs developed by the agency against those done by the crowdsource, my confidence (and money) would be on the agency – and it is not just because I work at an agency.

 

Curated crowdsourcing just seems like a cheap bicycle with a few parts missing.

 

bike-with-pieces-missing

Change Your Mind, Change The World

Wednesday, May 12th, 2010

MSI is proud to be part of the Center for Investigating Healthy Minds (CIHM) Celebration Event on Sunday, May 16th

Located at the Waisman Center at the University of Wisconsin-Madison, the CIHM is one of the world’s leading scientific groups dedicated to the study of how contemplative practices might play a useful role in changing the mind in a positive manner.

A Grand Opening Celebration event will be held in Madison this Sunday, May 16th, and will be celebrated with honored guests including His Holiness the 14th Dalai Lama, mindfulness pioneer Jon Kabat-Zinn, best-selling author Daniel Goleman and Wisconsin Governor James Doyle, among many others.

‘Change Your Mind, Change The World’ will be the conversational theme throughout the weekend, and we invite you to take part in this global discussion. We encourage you to share your thoughts about how, together, we can create a healthier world.  Click here to post your own statement, beginning with “Imagine…” or tweet your thoughts (#ImagineCIHM). 

While tickets for the event sold out in just over an hour, you can visit the CIHM blog for instructions on how to tune in to view the live Webcast.  

7,359 Text Messages in One Month?

Wednesday, February 10th, 2010

Text MessagingThat’s what my 16-year-old granddaughter Myranda told me she had in December in a matter-of-fact description of the happening.

 

I had earlier read a report that among this younger demographic, text messaging had not only far surpassed e-mailing, but conversation.  The report also stated that 500 text messages a day by this demographic is not unusual…that amounts to 15,000 a month.  Myranda told me she has a friend who had 17,000.

 

Maybe this revolution in communication involving these staggering numbers of messages by individuals has been in the news, but I’ve missed it.  The volume is apparently made possible by unlimited text messaging use for a modest sum per month, in Myranda’s case, about $30.   And, the fact that many of these people can type fast, about 6 characters a second or 360 per minute, which translates to about 60 words per minute, some of them without looking, even pecking away with the phone in a pocket.

 

Apparently, according to the Wireless Association, there were more than 740 billion text messages sent/received during the first half of 2009. That’s an average of 4.1 BILLION text messages sent/received each day. And, that’s nearly double the number from the previous year, when only 385 billion text messages were reported for the first half of 2008. 

 

Myranda tells me that among her acquaintances, the usual circle of friends that text each other on a regular basis ranges from 5 to 12 people.  The texting usually starts when they get home from school, and can go on for six or more hours until they go to bed.  They text while watching TV, listening to music or doing homework.  However, they are limited to 160 characters per message, and so they can do homework, watch TV, et al, while waiting for a response.  Probably good training for multi-tasking.  As Myranda pointed out, one of the axioms of this form of communication is that “social life through texting doesn’t stop.”

 

The texting also goes on while a circle of friends are together in-person at get-togethers including overnights.  I said to Myranda, “why don’t you just talk to each other?”  She says they do, but they will text one another if it is a private matter.

 

On the other hand, I was at the home of a good friend who asked me to look at a group of friends of her three daughters who were sitting in the family room, all texting.  Who are they texting I asked?  Each other, she said. Okay, makes perfect sense, I said.

 

As I look back, I’m thinking that if I could have just texted my ex-wives across the dinner table instead of talking to them, I might have saved a lot of alimony.

The Potential 2010 Census Mess

Wednesday, January 20th, 2010

I just read the 2010 U.S. Census research questionnaire which is made up of exactly 10 questions and was surprised to find that the most important one was left off…. Are you a U.S. Citizen? The overall objective of the census is to get as accurate a population count of the U.S. as possible. The population data will then used used as a guide to allocate over $400 billion in annual federal funds to support health care and hospitals, schools, road construction and other community projects. The data is also used to recalibrate election districts to help determine ,among other democratic processes, the number of seats your state has in the U.S. House of Representatives.

 

The big deal is by not including this question, results will be skewed and American population centers will lose their fair share of critical funding and government representation at local and state levels. On top of that Washington is spending upwards of $300 million between 10 different ad agencies to increase awareness and action to fill out this less than useful survey.

 

Your thoughts. 

www.census.gov/2010census

Health Care Reform Quiz - Answers Posted

Tuesday, January 5th, 2010

If you want to see how you did on the Health Care Reform I.Q. quiz - check out my previous post, I highlighted the answers.  Enjoy!

What is Your Health Care Reform I.Q.

Friday, December 18th, 2009

What is Your Health Care Reform I.Q.

As the U.S. Congress gets closer (or further away) to passing a health care reform bill, we thought it would be interesting and fun to post a brief quiz asking fellow bloggers what they know or don’t know about the politics, people and numbers associated with this contentious issue. Feel free to post your answers to the quiz in the comments section. 

Answers will be posted January 4, 2010.

1.) As of December 15, what percent of the U.S. voting population think the health care bill, in its current form, is a bad idea?

 

a.) 73%

b.) 12%

c.) 47%

d.) 26%

 

2.) Which living U.S. politician is the lead author of the health care reform bill?

 

a.) Al Franken

b.) Nancy Pelosi

c.) Joe Lieberman

d.) Max Baucus

e.) None of the above

 

3.) The estimated number of U.S. citizens currently not covered by any form of health insurance is about 46 million. What percent of the U.S. population does this represent?

 

a.) 35%

b.) 51%

c.) 15%

d.) 28%

 

4.) In what year did the first national political discussion for universal health coverage for U.S. citizens take place? 

 

a.) 1946

b.) 1994

c.) 1915

d.) 1932

 

5.) By all measures, who do you think will benefit most if the health care reform bill passes?

 

a.) Members of the House and Senate

b.) Socialists

c.) Insurance companies

d.) People of the U.S.

 

 

6.) Of the following politicians, who is regarded as the modern age leader of health care reform?

 

a.) Bill Clinton

b.) Franklin D. Roosevelt

c.) Ted Kennedy

d.) Harry S. Truman

Also, here are some Web sites where I found information on Health Care Reform:

www.newyorker.com

www.examiner.com

www.nbc/wsj/healthcarepoll.com

Green Expectations in a Down Economy

Tuesday, September 29th, 2009

MSI recently made a presentation to a leading plumbing component manufacturer about the attitudes of home improvement shoppers and the percent of the U.S. who are active “green” customers. The study was conducted by the Home Improvement Research Institute (HIRI) in 2008, but the majority of people in the room were somewhat skeptical about the numbers.

 

However, more recent research has revealed that consumers are not only more aware of green issues, they’re finding a lot more practical ways to be eco-friendly even in difficult economic times and also want businesses to address environmental problems. Here are some pertinent findings.

 Green Business Booming

–According to the Eco Pulse 2009 National Study, 40% of consumers would stop buying a product from a company accused of “greenwashing”. The same study also stated that the best product description chosen to read on a label is “natural” rather than “organic”.

 

 

–The 2009 BBMG study, Redefining Value in a New Economy, revealed that half of U.S. consumers are “willing to pay more” for products with social and environmental benefits despite the tough economic times.

 

As a manufacturer or marketer, this last statement frames a compelling reason not to cut back on your green efforts and to contact MSI to help you develop a successful marketing plan for your brand.

Beyond the babble

Thursday, August 27th, 2009

Value of Twitter (and other social media sites) for capturing human sentiment

If you happened to see the results of a study conducted in early August regarding the value of activity on Twitter, it probably would come as no surprise to find that 40% of the content was classified as “pointless babble”.  Pear Analytics, the research firm who conducted the study, gathered a sampling of 2,000 tweets over two weeks and put them into 6 buckets….News, spam, self-promotion, pointless babble, conversational and pass-along value.

However, the good thing about this study was it also revealed that 37% of content fell into conversational and 8% pass-along value.  That seems to imply that personal opinions are being cast: movie reviews, restaurant ratings, recommendations and other forms of personal expression.  And it probably involves conversation about what they wear, drink, eat, listen to and drive.  From a market research standpoint this emerging field of “sentiment analysis” can offer opportunities for MSI clients to listen in on how people talk about their brands and translating human emotion into hard data.

The number of these social media information tracking companies is growing.  A recent strategic partner of MSI’s in this specialized area is a company named Brickfish.  They are all about connecting brands with consumer conversations online.  Find out more by going to www.brickfish.com/