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Market Research Educational Forum 2010 - What I Learned in Texas

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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...