Entire show explode-a-myth - 2014
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The document summarizes a session from the "Explode-a-Myth" event on February 25, 2014. It includes introductions and presentations from several speakers on topics related to challenging common assumptions in market research. Tom Ewing presented on millennials, Melanie Courtright on differences between Android and iOS users, Joe Bockman on implicit association, and others on incentives for research participants and the ability of behavioral economics to explain human behavior. The document provides brief summaries of the various presentations and closes by thanking attendees and providing information on upcoming NewMR events.
![Joe Bockman, Sensory Logic, USA
Explode-a-Myth, 25 February 2014
Implicit Association is
1509 Marshall Street NE
Minneapolis, MN 55413
www.sensorylogic.com
6 5 1. 2 2 4. 7 6 4 7
Products and services offered by Sensory Logic, Inc., may be covered by one or more of the U.S. patents listed at
http://www.sensorylogic.com/.
“The future [of market research] is
about listening, measuring emotion,
and mining knowledge.”
- ESOMAR, Research World](https://image.slidesharecdn.com/entireshow-explode-a-myth-2014-150520104136-lva1-app6891/85/Entire-show-explode-a-myth-2014-9-320.jpg)
Entire show explode-a-myth - 2014
- 1. Explode-a-Myth 25 February 2014 10am New York, 3pm London Thanks to our Sponsors All copyright owned by The Future Place and the presenters of the material For more information about NewMR events visit http://newmr.org Commences at 10am New York, 3pm London. Please ignore any voices you hear before 10:00 am, they will be the speakers preparing.
- 2. Explode-a-Myth Introduction to the session – Ray Poynter, Session Chair Tom Ewing ‘Millennials are interesting’ Melanie Courtright ‘iOS and Android Data are the Same’ Joe Bockman ‘Implicit Association is Robustly Intuitive’ Lesley Dusart ‘Research participants are only motivated by incentives’ Maya Middlemiss ‘Respondents are reluctant to take part in research’ Rick Wilson ‘Mobile Research Surveys Can’t Exceed 5 Minutes’ Annie Pettit ‘Behavioural economics finally explains human behaviour’ Close of Session All copyright owned by The Future Place and the presenters of the material For more information about NewMR events visit http://newmr.org
- 3. Tom Ewing, BrainJuicer, UK Explode-a-Myth, 25 February 2014 Millennials are interesting Tom Ewing Content Director, BrainJuicer. http://blackbeardblog.tumblr.com Twitter: @tomewing
- 4. Tom Ewing, BrainJuicer, UK Explode-a-Myth, 25 February 2014
- 5. Tom Ewing, BrainJuicer, UK Explode-a-Myth, 25 February 2014 Thank you! Tom Ewing Content Director, BrainJuicer. http://blackbeardblog.tumblr.com Twitter: @tomewing
- 6. Melanie Courtright, Research Now, USA Explode-a-Myth, 25 February 2014 Melanie Courtright SVP, Client Services, Americas iOS & Android Data Are The Same
- 7. Melanie Courtright, Research Now, USA Explode-a-Myth, 25 February 2014 Smartphone Owners: Android & iOS Users Demographic Profiles <$100K Not Married Male Female Married $100K+Ethnic • Comfortable around people • Talk to lots of people at parties • Admire people with $$$ things • Thing I own say a lot about me • Feel they are trendier • New products are exciting • Buy new & different products • Pay more to try new products • Particular about brands used • Devastated if phone was lost • Important for entertainment • Used to avoid being bored • Researching products • Shopping • Purchasing products • Play Games • Listening to Music • Recording Videos • … and many more! iOS Users Say They Are More Likely … 91% Caucasian Android Users Say They Are More Likely … • Not care about brand names • Try to keep their life simple as far as possessions are concerned • To Watch shows or movies on TV • Talk on their phone • Use Navigation on their phone Differences do indeed exist between & users. Demographically, attitudinally, and behaviorally. These differences are highly relevant to #mrx.
- 8. Melanie Courtright, Research Now, USA Explode-a-Myth, 25 February 2014 Proclamation: Myth Busted! Thank you!
- 9. Joe Bockman, Sensory Logic, USA Explode-a-Myth, 25 February 2014 Implicit Association is 1509 Marshall Street NE Minneapolis, MN 55413 www.sensorylogic.com 6 5 1. 2 2 4. 7 6 4 7 Products and services offered by Sensory Logic, Inc., may be covered by one or more of the U.S. patents listed at http://www.sensorylogic.com/. “The future [of market research] is about listening, measuring emotion, and mining knowledge.” - ESOMAR, Research World
- 10. Joe Bockman, Sensory Logic, USA Explode-a-Myth, 25 February 2014 • Evaluation of concepts: – Murder – Happiness – Abortion – Welfare Sources: Brunel, Tietje, & Greenwald; Nosek & Banaji; Cunningham, Raye, & Johnson The More We Think, The Less We Feel Confounding Factors • Overall, the IAT can provide implicit measures of automatic attitudes, self- concepts, self-esteems, and stereotypes.” Reliability declines for items with extremely low familiarity levels,… So stimuli should be reasonably familiar (creating a problem for the testing of new advertising concepts/executions), and unambiguously fall into one of two categories: pleasant or unpleasant.” • “IAT may be confounded with other factors such as a person’s cognitive ability.” • “The reliability of implicit measures is far below typical standards for their explicit counterparts.” Factors: distraction, reading speed, ability to respond quickly, word length, task performance strategies, attention, motivation. © 2013. All Rights Reserved. Implicit Association is Robustly Intuitive?
- 11. Joe Bockman, Sensory Logic, USA Explode-a-Myth, 25 February 2014 1509 Marshall Street NE Minneapolis, MN 55413 www.sensorylogic.com 6 5 1. 2 2 4. 7 6 4 7 Joe Bockman on behalf of Dan Hill © 2013. All Rights Reserved. Thank You!
- 12. Lesley Dusart, Vision Critical, UK Explode-a-Myth, 25 February 2014 Busting the Myth that Research Participants are only motivated by incentives Lesley Dusart Vision Critical
- 13. Lesley Dusart, Vision Critical, UK Explode-a-Myth, 25 February 2014 MYTH: Research participants are only motivated by incentives
- 14. Lesley Dusart, Vision Critical, UK Explode-a-Myth, 25 February 2014 Thank you! Q&A after next presentation!
- 15. Maya Middlemiss, Saros Research Ltd, UK Explode-a-Myth, 25 February 2014 “Respondents Are Reluctant to Take Part in Research” Maya Middlemiss Managing Director Saros Research Ltd @Sarosresearch
- 16. Maya Middlemiss, Saros Research Ltd, UK Explode-a-Myth, 25 February 2014 Youtube/Saros Research
- 17. Maya Middlemiss, Saros Research Ltd, UK Explode-a-Myth, 25 February 2014 Thank you! Maya Middlemiss Managing Director Saros Research Ltd @Sarosresearch
- 18. Maya Middlemiss, Saros Research Ltd, UK Explode-a-Myth, 25 February 2014
- 19. Maya Middlemiss, Saros Research Ltd, UK Explode-a-Myth, 25 February 2014 MARKET RESEARCH THEN VS. NOW
- 20. Maya Middlemiss, Saros Research Ltd, UK Explode-a-Myth, 25 February 2014 Thank you! Rick Wilson rwilson@mfour.com
- 21. Annie Pettit, Peanut Labs, Canada Explode-a-Myth, 25 February 2014 Behavioural Economics Can Finally Explain Human Behaviour Annie Pettit Chief Research Officer annie@peanutlabs.com @LoveStats
- 22. Annie Pettit, Peanut Labs, Canada Explode-a-Myth, 25 February 2014 Behavioural Economics Can Finally Explain Human Behaviour Freud (1856—1939) The “Unconscious” Thorndike 1920 Halo Effect Asch 1951 Conformity Milgram 1963 Obedience Zimbardo 1971 Prisoners Guards Annie Pettit Chief Research Officer annie@peanutlabs.com @LoveStats Sherif, White, Hood 1954 Cooperation
- 23. Annie Pettit, Peanut Labs, Canada Explode-a-Myth, 25 February 2014 Thank you! Annie Pettit Chief Research Officer annie@peanutlabs.com @LoveStats
- 24. Explode-a-Myth Thank you for attending, for more information about upcoming events and opportunities to speak visit newmr.org. • April Lecture Series, 8, 24, 29, 30 • May Lecture Series, 8, 9, 14, 16, 20 • Festival of NewMR, 1-5 December All copyright owned by The Future Place and the presenters of the material For more information about NewMR events visit http://newmr.org