Posted by Vaughn Mordecai on Fri, Aug 27, 2010 @ 12:32 PM
Those of you who know me, realize that I love Chuck Norris jokes. I have a sixteen year old son and the enjoyment I get from a good Chuck Norris joke probably came from him and his friends. To lighten the stress and tension before their soccer games they often crack themselves up with facts about Chuck Norris that are frequently passed my way. It's bled into my work life. When I'm not really too sure how to start something (a speech or an article for instance) or to lighten the mood in tense situations, I'll fire off with a fact about Chuck. It's amazing the number of times he can be randomly slipped into a conversation. And, in this instance, it seems fitting, as he is The Texas Ranger and the conference I'm writing about was in Dallas, Texas. For those of you who don't know him as well as I do, here are five lesser known facts about Chuck Norris:
1. Chuck Norris sold his soul to the devil for his rugged good looks and unparalleled martial arts ability. Shortly after the transaction was finalized, Chuck roundhouse kicked the devil in the face and took his soul back. The devil, who always appreciates irony, couldn't stay mad at Chuck and admitted that he should have seen it coming. They now play poker every second Wednesday of the month.
2. The Great Wall of China was originally created to keep Chuck Norris out. It failed miserably.
3. There is no "ctrl" button on Chuck Norris' computer. Chuck Norris is always in control.
4. Along with his black belt, Chuck Norris often chooses to wear brown shoes. No one has EVER dared call him on it.
5. Chuck Norris and Mr.T walked into a bar. The bar was instantly destroyed because that complete level of awesomeness cannot be contained in one building.
And a bonus Chuck Norris bit:
Take a look at this Google search on Chuck Norris (click here!)
What's the point? I recently attended the Southwest Chapter's 
(Marketing Research Association) 2010 Educational Forum in Dallas, Texas (thus the Chuck Norris reference). In this meeting, I learned a few things, some basic facts that I thought I'd pass along.
1. I'm allergic to Texas. It's a sad but true fact. I love my friends and associates from Texas, but, not to get all PHI on you, every time I enter the state, I break out in allergic hives. It's CRAZY! While we were in Dallas, it was hot and humid...could be the source of the reaction...but it happens with regular frequency...only in Texas. In the last five years, I've probably been to Texas five times and had an allergic hive reaction on four of them (Austin was the exception). Live Large, Think Big...large, big hives that is.
2. I've been actively participating in the market research industry and attending market research conferences for over fifteen years, and there's still a lot to learn. There always seems to be someone smarter than me, everywhere I go. Don't get me wrong, I'm no dummy, but I find it absolutely fascinating listening to people talk about their niche and expertise of knowledge, what they are passionate about. This conference had four AWESOME speakers (They may not be as cool as Chuck Norris, but they're awfully close). There wasn't a let-down in the mix (which is unusual for conference programming). If you didn't attend this conference, you missed (names are withheld to protect the innocent...and to avoid the 9 Million sales calls that would result):
- The retired CMO of Mary Kay. I'm no make-up wearer and not particularly into women's products, but this session provided some excellent insight into the synergies between research and marketing, and product launch and sales projections. It was interesting to hear the former CMO speak of how her organization, in some cases, would just have to go with their guts, in spite of the research or the projection...and rely on the AHHHH...IT'S SO CUTE...The SQUEELfactor.
- The President and CEO of M/A/R/C Research. Though I'm always nervous when this guy speaks (he calls on you by name in his presentations...and sometimes brings you to the front of the room for public humiliation), I never seem to tire of listening to what he brings to the table. I ALWAYS seem to come away with some nugget of information on business management that I take back to my own organization. He often encourages you to "Make a Difference" to your company, to your clients, to your industry, and especially to yourself and has lived this mantra himself. His presentation provided some real-world ways you can do just that.
- The VP of Shopper Insights at PepsiCo. Provided information on the way that market research is evolving for large organizations like hers. It made me wonder...are some of us in the MR world, "stuck in a rut"...a methodological rut? In addition to the insight into their research process, we saw some interesting sound (Twitter) bytes such as:
- Innovation can develop by observing current habits and the "work arounds" for solving daily challenges.
- Provide the why behind the numbers. Without the why...the motivation and emotion...all you have are numbers.
- Research needs to connect to the business and drive the business.
- And, the most controversial of statements..."Our organization has forbidden focus group - we've invested in neurolabs with that money." WOOAAH...That's kind of a game changer.
- The Managing Partner of Spych Analytics. If you ever get a chance to listen to this guy talk about social media research, take the opportunity. It's a passion for him and it's obvious that he really enjoys what he's doing. His presentation brought Social Media research home and made it more accessible to everyone (not so confusing, not so untethered, not so unavailable). He provided information on how companies can get started in this arena, some of the tools you can use, and why social media research even matters. The summation of his presentation can be found in this one statement he made "N=1 has more social value than ever before. Especially if it's the right person." Excellent insight.
3. Smaller conferences are sometimes better than bigger conferences. The attendees and speakers are more accessible. It's easier to get to know more people in a shorter amount of time and the groups of people seem to be less "cliquish" if I can use that word in a non-negative, non-editorial commenting, kind of way. It's the same cocktail party, in a different hotel, maybe with the likelihood of meeting and getting to know a few more people. If the education is great (which it was) and it's easier to get to know more people (which it was) than what's not to like?
4. Twitter is worth it. This may seem like an odd statement of learning. In conference settings, there's a whole other, completely open, completely accessible, completely inclusive, conversation that you are completely missing if you don't participate in conferences via Twitter. There's conference scuttlebutt going on in the background that you are only aware of if you are paying attention or contributing to the conference Twitter Hashtag. If for no other reason but to increase the value of your conference attendance, I'd recommend you open yourself up to Twitter. You may only use it at conferences to gain the insight of your peers and to see what they are paying attention to while speakers are presenting. That in and of itself is enough value to join the conversation. The Hastag for this conference was #EF10. Industry wide, people were paying attention to it because of the content contribution from the attendees.
5. I'm more of a hugger than I originally thought. We have A LOT of huggers in the market research industry. Contrary to what you may believe, the tradition of hugging coworkers and industry associates does not pervade every country, culture, state, region, etc. It's an interesting observation to watch the "non-huggers" interact with the "huggers". Rigid, stiff, men and women, from conservative Western areas of the country, being hugged by their louder, more open, affectionate counterparts from the South and the East crack me up. As one of the rigid, stiff, men from the meccas of Western conservatism (Utah), I'm adapting and evolving with time. I no longer run from the room when a "hugger" or heaven forbid a "cheek kisser" enters the room. I'm learning, much like I did at this conference.
Know of any good Chuck Norris facts? Did you learn anything from the Educational Forum in Dallas that I missed? Give me your thoughts...
Posted by Vaughn Mordecai on Thu, Aug 05, 2010 @ 09:41 PM
Do you remember a time when you or your children were young and you or they received a gift...a really big gift...a gift that was big enough that it came in a huge box? Or, maybe you've purchased a new refrigerator, or a TV, something contained in a really big box to avoid damage. What impact did the box have on you as a child, or your children if you have them? I could be a little left of center (very probable) but often times the box holds more entertainment value than the gift or purchase itself.
Let me give you a couple of examples. Recently, my family purchased a new TV. My youngest son took the box it came in, threw a sleeping bag in it, and slept in it for three nights in a row. A little strange. When I tried to throw the box out, he raised royal @#$@, enough that the box remained in his room for about a month. The thing just sat there and took up space in his room. In the background of my mind, maybe I actually understand this more than I'd like to admit.
I remember a time growing up when my parents had to buy a new refrigerator. Along with the refrigerator came the ultimate, the magnificent, the grand of grand, biggest box ever. We lived in a rambler house with two levels. We found many amazing uses for this box (breakdance pad for one). Eventually though, we placed it on the stairs and used the box as a sled. We started at the top of the stairs and slid down the stairs on top of the box. After some time doing this, we realized that if we got a couch cushion, and opened up the box as big as it would go, we could surf down the stairs on the cushion and the box. It was quite an adventure.
Do you love or hate the box? I loved it as a child. As an adult, I don't like it so much. As a child, a box felt warm, comforting, and downright fuzzy and enjoyable. Now, as an adult, when I climb into a box it feels...cold, smelly, lonely, and claust
rophobic? Something has fundamentally changed...I guess I could get all Freudian on this, but I don't think that's what it is.
The box has taken on a new meaning for me as an adult. The box now refers to "THE BOX". Like...are you in the box...the figurative box not the physical box (I'm a little too big...as in large...to fit in most physical boxes now days). Are you in the box?
I've been doing a lot of work recently on Mobile Market Research. I'm finding that this part of our research industry is really underdeveloped and is poised to make some pretty significant shifts and changes in the next few years. My goal with this work has been to do two things...
1. Figure out the best solution for this type of research (oh yeah...and implement a solution).
2. Establish a policy and best practices for Discovery Research Group, my organization, so that we're positioned to be a leader in this area moving forward.
In the process, I've experienced a couple of eye openers that I'm not so sure about.
1. There are some current thought leaders in this area that may be trying to force mobile research into a box that is a little to constraining for my taste.
2. This forced boxdom (boxdom is probably not a word...but makes sense for this post), is largely dependent on the software these thought leaders sell, have on hand, or are most comfortable using.
There are emerging conferences that focus on conducting Mobile Market Research. I believe that what they are doing is extremely important as they are bringing together organizations that have an invested interest in doing this type of market research correctly, accurately, and with as few quality concerns as possible. In fact, later this year, the Merlien Institute will be holding a conference titled "Market Research in the Mobile World 2010: The Next Frontier". My challenge is not with these conferences or what they are promoting, but with organizations that specifically "boxify" (again not a word) the Mobile Market Research market.
Two different camps exist in this niche. The first is filled with traditional vendors that define mobile market research as simply "dialing mobile phones from your market research telephone center," while the second camp snubs this group entirely, warns against them, and defines mobile market research as "conducting survey research using SMS, MMS technology" and even warns users of simplifying smartphone or mobile phone market research to only online surveys using mobile devices. While a quieter third group focuses specifically on their proprietary mobile panels as the best or only "good" solution.
This is where my aversion to the box comes in. I propose a mixing of these camps to one that focuses on using internet capable mobile devices to collect market research, regardless of the method of collection, in whatever way best suites the needs of the respondent...and to box it up as Mobile Market Research...because that is the device the respondent used to participate. The brilliance and importance of mobile devices is their immediacy, their "in the moment" access, and their ability to use multiple technologies, telephone, IVR, internet capability, SMS, MMS, picture, video, etc. to accomplish a wider spectrum of research that has potential to consolidate both Qualitative and Quantitative methods.
I guess I just don't like the box...
- What do you think? Too grand an aspiration, too simplistic, maybe too cynical? Interested in your thoughts.
Posted by Vaughn Mordecai on Thu, Mar 11, 2010 @ 02:29 PM
I recently attended the MRA combined chapters (Southwest, NorthWest, and Southern California) 24th annual Vegas conference...yes the conference has been running for 24 years...since 1986. This is one of those "best kept secret" conferences that too many people are unaware of, but continues to plug along year after year with good attendance, strong content, and an excellent location. In fact, the past couple of years have included about 100 attendees. Prior to the current economy, the attendance had built up to about 175 attendees with regularity. Historically speaking, the attendee demographic of the conference has consisted mostly of market research business owners and executives, market research managers, end-users, and a mix of market research service suppliers from all over the US.
I've been attending this conference for about five or six years and find it refreshing. The conference is held at a Vegas strip hotel in March (this year it was at the MGM Grand). It's a perfect time to get out of Salt Lake City to warmer temperatures, and connect with long-time friends, new and "mature" business associates, and take in some excellent educational content. The conference also runs a raffle for charity...best odds on the strip. This year, $1,300 will be donated to the American Cancer Society.
Every time you exit the plane in Vegas you are bombarded by images of the stars, the shows, and the alternative forms of entertai.jpg)
nment available to you in Vegas. Little did I realize when I arrived that we'd see newly emerging superstars. The first is Elisa Galloway, President of Galloway Research Service and the upcoming president of the MRA National board. WHO KNEW SHE WAS SUPERGIRL ON THE SIDE?
The opening remarks of the conference were given by Steve Larson, the President of the Southwest Chapter and VP of Sales for Information Alliance. In his remarks, he pointed out the striking resemblance between one of our members - Scott Feldman - from Opinion Access Corp, his wife Jo
dy, and the couple on the Toyota Sienna video. WHO KNEW THAT BOTH SCOTT AND JODY WERE ACTORS...talk about a doppelganger...no really look at the video?
The conference keynote speaker was Peter Summersgill from Playstation. He provided a surprisingly analytical driven session on the wealth of information available to Playstation and how the company measures themselves in the gaming industry. He provided categorical breakdowns of game types and trending over time. In the course of the presentation, he mentioned that software piracy is a huge issue for the industry and that Playstation is really attempting to close the loop...lock up the "back door" that allows piracy in. He mentioned that development leaks from market research practices are a significant risk. Respondents sign non-disclosure documents, however focus groups cause disclosure risks as information revealed in the focus group can find its way to the gaming blogs. Interesting dilemma.
Chris Robson and Scott Laing from Parametric Marketing presented some very interesting information on using Excel to chart market research data. The session provided some excellent tips on providing clients easy access to their data in the "language that they speak." Parametric seems to have found a very interesting approach to using outside software, that is often very inexpensive, free, or unknown by much of the research community, to get to the bottom of data. The session provided some very unexpected take-aways.
The Vegas conference has started conducting an "open-forum" lunch session that should be considered by other conferences. A short presentation is provided by a subject moderator, a discussion outline is provided to each table, and the diners encouraged to interact with each other about the presented industry related subject. The lunch session focused on the benefits and disadvantages of market research industry associations, what should or could be done to increase their effectiveness, what the associations are bringing to the table and what could be improved. A number of MRA leaders were in attendance, it will be interesting to see how this information is used for future reference...will they listen?
One of the best "one-liners" of the conference was provided during the presentation by Meredith Lind and Aaron Lee of Definitive Insights. They stated that, "Humans are better at judging items as they relate to each other than they are at discriminating items on a scale." It's an interesting concept that could impact the methodological approach you take to your research.
One of the highlights of the conference was a presentation by Frank Stagliano of Nielsen Entertainment Television Group. Nielsen operates a location out of the MGM Grand called "TV City." He discussed what is accomplished in the facility, talked about how Nielsen goes about conducting their screen testing, focus groups, and brain and eye scan research that goes on at the facility. Nielsen operates the location on behalf of CBS. As an incentive for participation, respondents are given a discount at the CBS store that is located at the exit of the research facility. Stagliano also provided a tour of the facility and the cool 3D technology that's coming soon. Ever thought about research as entertainment? Nielsen has...and it sells product.
If you ever get a chance to speak with Sean Campbell or Scott Swigart from Cascade Insights, take the opportunity. These guys seem to have the inside track on using free (or mostly free) online tools to gain competitive intelligence and insight into whatever company or subject you can imagine that operates in the IT industry. The tools and practices they taught in this session were useful and are applicable to any business or subject (IT or not)...they taught, discussed, and showed how you can use things like Linked In, Google tools, Slideshare, Wordle, Twitter, etc. to gain competitive insight. Fascinating session.
As a close to the conference, research end-users from Disney/ABC, NBC-Universal, and a former research manager at Microsoft (names withheld to protect the innocent - actually to avoid the 700 Mil. sales calls that would result from posting this information on a website) presented information on how the research industry seemed to be evolving FOR THEM. It was interesting to hear about how they filter through the "new and innovative" vs. the "typical" sales call and how they, like many research vendors, continue to look for ways to do their research better, faster, more innovatively.
All in all, this was a great conference. I've even heard that it may be one of the best Vegas conferences the combined chapters have EVER held...that's saying a lot given that there have been 24 of them.