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Thursday, June 10

11:00 a.m. - 12:15 p.m.

Brand Strategy & Positioning

Incorporating Consumer Conversations into the Research Playbook

Jan Trent
Wendy's International

PRC:  1.25 Contact Hours in Research

Online community research is part of the new normal research. As playmakers, researchers should understand when and how to use this play. The playbook will provide guidelines on setting-up a community, gaining executive buy-in, and creating internal demand for the community from a wide-range of business partners such as marketing, advertising, PR, operations and R&D. It will also provide guidelines on managing the on-going process: i) developing learning plans, ii) engaging cross-functional teams, iii) engaging community members and iv) providing meaningful deliverables from a community. This presentation is designed for those considering or recently initiating an online consumer community.

Research In The Cloud

Digital, Social Moms: Using Social Media to Increase
Respondent Engagement and Decrease Recruiting Costs for the MomConnection® Research Community

Cheryl Stemberg
The Parenting Group

Leslie Rimmer & Dan Weinstein
RSG

PRC: 1.25 Contact Hours in Research

With tightening market research budgets and the increasing need for quick-turnaround research and credible, actionable insights, marketers increasingly are turning to online panels for their research needs. Online panels provide researchers with a range of tools for obtaining customer feedback in a time-sensitive and economical manner. The success of the panel comes, in large part, from the commitment of the client and supplier team to closely monitor the panel, respect panel members, constantly improve the Web site to keep members engaged, and be responsive to business needs.

To address the desires of corporate marketers to leverage the benefits of recent technological and social advances, online panels and communities can use social media to increase respondent engagement, reduce recruiting costs, and generate more powerful insights. To illustrate a panel's key benefits of timeliness, affordability, and action ability we will describe a case study from the dual perspective of both client and supplier.

Our team will share what has worked and what has not worked with our social media endeavors. We will also discuss how modifications to our incentive programs have affected response rates and engagement of community members.

Research Methods

In Defense of Marketing: The Peacock's Plume
and Dancing Birds of Paradise

Aaron Reid, Ph.D.
Sentient Decision Science

PRC: 1.25 Contact Hours in Research

Dr. Reid will discuss the key themes from the recent industry white paper In Defense of Marketing: The Peacock's Plume and Dancing Birds of Paradise, and how the themes impact the marketing research industry. This white paper explores the nature and ethics of conscious and unconscious marketing tactics, and research methods, details how unconscious marketing influences behavior through the automatic activation of goals, and discusses why we should embrace marketing as the spice of our lives rather than relegate it to the depths of the dangerous and deceptive.

During the talk, Dr. Reid will detail the latest research coming out of the behavioral sciences on automaticity and the unconscious activation of goals, illustrating how humans are often largely unaware of the true drivers of their behavior. Numerous experiments will be detailed showing the unconscious influences on moods, attitudes, consumer preferences, behavior and basic physiological responses. He will review primary research, demonstrating how current ad campaigns successfully activate goals at the unconscious level, provide emotional hooks for the consumer and finish with explicit reasons thereby giving consumers the illusion of conscious choice.

Bringing the discussion home to researchers, Dr. Reid will discuss the implications for the marketing research industry including a review of neuro marketing research methods (e.g. fMRI and EEG studies), physiological measures of emotional arousal (e.g. SCR) and recent online methods of tapping the consumer unconscious. The review will detail which traditional methods carry the greatest validity and when those methods should still be used. The talk will discuss the dilemma that researchers face on what to recommend when traditional explicit research method results are in contradiction to results from methods that tap the consumer unconscious.

The talk concludes with a discussion of where this conversation on unconscious research methods will go in the near future and the implications for our industry.

Customer Engagement

The Guardian Life Index:
What Matters Most to America's Small Business Owners

John Krubski
Research Advisor, The Guardian Life Small Business Research Institute

PRC: 1.25 Contact Hours in Research

Small business owners are the backbone of the U.S. economy. In aggregate they build and sustain some 20 million individual small businesses that collectively account for 50 percent of U.S. gross domestic product and 44 percent of the nation's payroll. 

To create a more meaningful and intimate understanding of this vitally important business segment, a new study, "The Guardian Life Index: What Matters Most to America's Small Business Owners," was developed. Overcoming the limitations of many traditional studies, which narrowly view individual small businesses as a monolithic entity, this research examines small business owners by means of a multifaceted matrix. Its components include key industry sectors and owner profiles, quantifying the intensity of their goals, value systems, interpretations and decision processes.

The Guardian Life Index is based on a proprietary 21-point scale (from +10 to -10) and measures the positive and negative intensity of responses to 135 small business issues, as well as an extensive battery of industry sector and owner profile questions. Its unique methodology goes a step deeper than conventional research by digging into the thoughts, perceptions and feelings of small business owners - uncovering "the why" or the level of intensity of the feeling through cultureographic mapping.

Fielded in May 2009, the study polled more than 1,100 respondents representing 10 small business industry sectors - the eight largest of these account for between 50 and 80 percent of gross domestic product within their respective business categories, four geographic regions, four key states (California, Texas, New York and Florida) and two major DMA's (New York and Los Angeles).