New! But Not Tech

Not everything new is about technology. For this two-webinar event, these presentations highlight new developments and solutions that are not technology focused.

The event was broadcast as two webinars on Wednesday, 8 November 2017:

The slides and recordings can be accessed from our Play Again page.

Session 1, 3pm Sydney

Chair: Sue York

Sue Bell
Sue Bell Research
Sense-making – a challenge to behavioural insights

Photo of Dorrie PaynterDorrie Paynter
Leapfrog Marketing Research
The power of going long

Photo of Horst FeldhaeuserHorst Feldhaeuser
Infotools
Ten years of looking after Coca-Cola’s data

Photo of Sami WongSami Wong
Concept M (Asia Pacific)
The Impact of Mobile Internet on Chinese Gen Y Identity

 

Session 2, 3pm London

Chair: Ray Poynter

Photo of Caroline HayterCaroline Hayter
Acacia Avenue
A quick, instinctive guide to System One

Photo of Heval Ceylan-Gilchrist from MESH ExperienceHeval Ceylan-Gilchrist
MESH Experience
Context is Queen

Photo of Andy Buckley Andy Buckley & Sarah de Caux
Join the Dots
The 6 R’s of great video research		 Photo of Sarah de Caux

Photo of Daniel FazekasDaniel Fazekas
Bakamo.Social
Dark side of insight: How traditional research glosses over real consumer behavior

Photograph of Tom CantleTom Cantle
Irrational Agency
Cognitive Semiotics: where artistic interpretation meets science

 

Presentation Outlines

  • Sue Bell, Sue Bell Research
    Sense-making – a challenge to behavioural insights
    Sense-making is a new approach to gaining meaningful behavioural insights. Susan Bell is one of the few researchers around the world exploring its benefits for market and social research. Sense-making offers a holistic future-oriented perspective on ‘how people make sense of their experiences’. By drawing on a cohesive framework or model which includes perception, emotion, cognition and culture, sense-making goes beyond what we already know from behavioural economics about how our minds work. It also goes beyond much customer journey research by bringing the underlying ‘experience’ to the fore. Sense-making is also forward-looking – a key sense-making insight is that how people make sense of their experiences predicts how they will behave in this situation next time. In this webinar, Suzanne Burdon will interview Sue Bell about how to use ‘sense-making’ in research and why Sue thinks that sense-making is a challenge to our current understanding of behavioural Insights.
  • Dorrie Paynter, Leapfrog Marketing Research
    The Power of Going Long
    We’re used to thinking of 30-minute phone interviews, 1-hour IDIs, 2-hour focus groups and 3-hour ethnographies . . . but in many situations, thinking of ways to interact with your participants over a longer period of time (a week to a few months or longer) will open the door to much deeper, richer, more accurate learning. This presentation will talk about the benefits of longitudinal qualitative studies and provide several real-life examples.
  • Horst Feldhaeuser, Infotools
    Ten years of looking after Coca-Cola’s data
    For the last ten years Infotools have ensured highest data quality and protocol compliance in Coca-Cola’s Global tracker across 90+ markets. This means managing multiple local partners while ensuring that they are following global protocol in questionnaire design and field implementation. Many of the issues and problems that we traditionally help to solve are behind the scenes and hardly ever get talked about.  So let’s talk about them. The paper will show examples of these challenges and offers practical solutions to detect them earlier.  Plus why data quality is really not negotiable for Coca-Cola.
  • Sami Wong, Concept M (Asia Pacific)
    The Impact of Mobile Internet on Chinese Gen Y Identity
    The ‘Empty Heart Syndrome’ is a newly described psychological phenomenon of the Chinese Gen Y. It is an interesting term as it highlights the current challenges that this group of young people is facing, especially the confusion with their identity formation. In this talk, we will explore the role of mobile Internet and its impact on their identity formation. We will also explore how we, as marketers, create valuable products and service experiences, and assist them in discovering a more full-hearted lifestyle.
  • Caroline Hayter, Acacia Avenue
    A quick, instinctive guide to System One
    System One and System Two have entered the vernacular in marketing circles. They’re sometimes used as today’s equivalent of ‘right brain, left brain’. But what are they really? Is this accurate? And how can we put these principles into practice in a way that improves the quality of our work? From this session, you’ll get a clear definition of System One and Two, and some clear pointers for how to use them in your day to day jobs. You won’t ever approach idea development – concept, creative, packaging – in the same way again…
  • Heval Ceylan-Gilchrist, MESH Experience
    Context is Queen
    The picture is not always what you think it is!  Learn why decisions taken using traditional survey data might be regretted when context is considered. See beyond reaching people to understanding when to engage with them.  Discover how to moderate marketing activity in response to PR crises.  In a programmatic digital world, understand how to positively amplify customer experience touchpoints and find out how to build context into your marketing measurement.
  • Andy Buckley and Sarah de Caux, Join the Dots
    The 6 R’s of great video research
    Video-based research is growing fast, and there are a plethora of tech solutions being offered. But the tech is becoming increasingly similar, and the main value will come from the researchers. The presentation will look at issues such as creating the right design, working to find the right people, asking the right questions and knowing what not to ask.
  • Daniel Fazekas, Bakamo.Social
    Dark side of insight: How traditional research glosses over real consumer behavior
    Traditional research has boundaries. It acts within the confines of social conventions of what is and isn’t proper. But, this means much of reality is lost in research. Maybe you don’t want to hear it – but you should. This is what social media qual can do. Finding insights without asking takes you into a hidden reality, sometimes shocking, other times mundane and happy.
  • Tom Cantle, Irrational Agency
    Cognitive Semiotics: where artistic interpretation meets science
    Behavioural science has made significant inroads into market research in recent years and even though the study of signs and symbols has a lot in common with it, semiotics is perhaps the only MR discipline that is largely untouched by the “behavioural revolution” – until now. The emerging scientific discipline of cognitive semiotics allows us to add an objective, quantifiable dimension to the previously subjective practice.  Unlike traditional semiotics, it goes beyond the individual researcher interpreting signs and symbols by drawing on existing behavioural science studies to create hypotheses that are tested with real consumers to see how small changes can make a big difference.

Register for Session 1 here.

Register for Session 2 here.