| 4-19-12 |
Better Surveys through Behavioral Economics - 20 minutes |
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Survey design has been slow to respond to the key lessons from Behavioural Economics (BE) that we often act first, then rationalize our action. While BE has stimulated the rise of NewMR methods, surveys remain the primary research methodology — and this OldMR method needs a NewMR face lift! We'll look at how you can replace survey techniques that assume rationality with methods that accommodate the “predictably irrational” behavior of consumers. By following our guidelines, you can improve the accuracy of your own surveys as well.
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| 3-28-12 |
Leveraging the Quantity of Qual:
Structuring Qualitative Results for Maximum Impact in Concept Testing - 20 minutes |
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Qualitative researchers are often frustrated by how clients use the output of qualitative research. When it comes to using qualitative research to create concepts for new products, advertising or messaging, qualitative researchers can help their clients by structuring ideas as "innovation spaces": combinations of ideas, rather than discrete ideas. This leads to a much greater amount of the qualitative output being used by clients and leads to the diversity of choice that will help them achieve successful innovation. We show the simple technique for structuring qualitative output as an innovation space and reveal the dramatic impact that concept optimization has on improving business outcomes.
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| 3-26-12 |
Fuelling Collaborative Innovation on a Global Scale: An International Case Study - 45 minutes |
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The pharmaceutical industry faces a future in which the current commercial models no longer work. The changing regulatory environment, increasing price pressure and the need to create competitive differentiation – all on a global scale – require a new way of looking at how companies understand and anticipate the needs of multiple stakeholders who play a role in a product's commercial success. Our current marketing and innovation processes lack an ability to organize, communicate and refine ideas collaboratively across teams while the new view of the marketplace demands coordination, cooperation and collaboration, both internally and externally, and often across international borders.
This session discusses how market researchers can bring truly collaborative, game-changing innovation to the market research process to drive actionable insights in an organization. Boehringher-Ingelheim will present a case study that will demonstrate how these new approaches were utilized and effectively overcame internal and external collaboration challenges to deliver clear and actionable results. The audience will learn:
- How to effectively harness innovation and creativity within your organization so that actionable strategies can result
- How to quickly and precisely identify ideas and messages that will be compelling to your customers, provide differentiation from your competitors, and improve upon existing messages in the market
- What methods remove the overlay of customer assumptions and allow you to truly collaborate with your end customers to identify their preferences, transcending international boundaries
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| 3-15-12 |
No Speed Limit: Shifting Concept Testing into Overdrive - 45 minutes |
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Concept testing should be about using consumer feedback to maximize the chance for success of new ideas. Too often, though, it’s a yellow light slowing us down. The validation of a concept test can’t be the primary or even sole research method you are relying upon when steering new products, designs or advertising to market. You’ll receive the best ROI from concept testing when other research has paved the way beforehand.
Jeffrey Henning and Ben Schubert as they discuss the challenges with the traditional innovation process research techniques that can improve the success of concept testing.
You'll learn:
- Why concept testing is often used inappropriately
- The missing link between ideation and validation that makes concept testing most effective
- How the secret of "divergent collaboration" improves concept performance by 60%
- How to unlock the insights that double in-market success rates and almost triple the sales of new launches.
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| 11-3-11 |
Crowd-Shaped Surveys: Adapting the Experience Based on Prior Respondents - 20 minutes |
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Traditionally it doesn’t matter whether you are the first or last respondent to take a survey. What you see is a function of how you answer the questions. But an increasing number of surveys leverage input from the crowd to shape the experience of subsequent respondents. What the last respondent sees is changed by how the first respondent answered. We’ll look at crowd-shaping techniques in use today, from the simple to the exotic, and we’ll peer into the crystal ball to see where this trend might take us tomorrow.
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| 7-14-11 |
Survey-Based Pricing Techniques - 20 minutes |
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There are a number of ways to approach survey-based pricing, but which is the best? Jeffrey Henning's review of the pros and cons of 6 common DIY methods. Techniques discussed include:
- Stated Willingness to Pay
- Monadic Testing against competitors
- Van Westendorp Price Sensitivity Meter
- Newton Miller and Smith’s extension
- Sequential Monadic
- Gabor Granger
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