Thursday, June 10
3:45 - 5:00 p.m.
Brand Strategy & Positioning
On the Fast Track, Brand Introductions Using
Hybrid Research Techniques
Perry Brown |
Melinda Wooten & Sigal Kremer |
PRC: 1.25 Contact Hours in Research
In these times researchers are being divided between traditional testing methods (normative banks, BASES, etc. ) and long product development pipelines versus faster, hybrid methods that identify risks and opportunity and allow companies to get products to market faster. The type of client organization and the amount of risk you are willing to take determines which path you follow. But new categories and breakthrough products/ packaging often cannot rely on more traditional methods. Join Perry Brown, Sigal Kremer and Melinda Wooten as they discuss a case study on Seven Daughters wine and how their learning can impact research choices you make.
Research In The Cloud
A Qualitative Facelift: "SNL and Via": An Exploratory Case Study Taking You Headfirst into Experiencing Tools and Methods You can Implement Now!
Benjamin Smithee Tamara Kenworthy, PRC, PCM Jewel Seperson |
Susan Saurage-Altenloh, PRC Jim Longo, PRC
|
PRC: 1.25 Contact Hour in Research
This session will showcase how the integration of holistic research solutions joining traditional, online and social Web research methodologies are making qualitative research sexy again. "SNL and Via" - an exploratory case study taking you headfirst into experiencing tools and methods you can implement now! By the end of this learning session, participants will be able to understand how the evolving digital world of social media, online communities and progressive qualitative research is really impacting the way research is being done, get past the "hype" of social media and technology and truly see its strengths and weaknesses when appropriately utilized and finally add to their methods and tools available to solve client needs.
Research Methods
Recent Findings on Using Rich Media in Online Surveys
Bernie Malinoff |
Jeffrey Henning, PRC |
PRC: 1.25 Contact Hours in Research
This presentation will explore some hotly debated questions about data consistency, and what respondents are actually doing with our online surveys — spanning the most widely used 'radio buttons', to the more recently introduced 'rich media' types.
Researchers concerned about declining online survey response rates have rushed to embrace "rich media" (aka Web 2.0) as a way to enliven the survey taking process and reignite respondent engagement. Yet engagement is not the same as entertainment. When can rich media foster engagement, reliability and validity and when can rich media damage it? Bernie Malinoff, CEO of element54, and Jeffrey Henning, founder of Vovici, have both independently conducted research-on-research studies comparing "traditional" online questionnaires to "rich media" online survey formats. Both have consistently seen dramatic variations in results:
Customer Engagement
Beginning the Retail Conversation: Integrated Marketing: Measuring Engagement and Resulting ROI
Karen Tilson |
Robert Passikoff |
PRC: 1.25 Contact Hours in Business
Predictive marketing research measures of brand and engagement-based, integrated marketing consumption can show how integrated marketing efforts work to initiate successful, sales-correlated conversations with a retail brand's audiences. Media proliferation, new technologies, consumer media sophistication and new consumption patterns are forcing marketers to rethink how to measure meaningful - and profitable - conversations with current and potential customers. The speakers hypothesized that engagement affects and percent contribution of media touch points should vary from demographic-to-demographic cohort. Knowing this in advance of the marketing planning and spending would have dramatic effects in how retail brands allocate budgets, effectively engage audiences in meaningful conversations and, ultimately, sell products. By the end of this learning session, attendees will be able to define "engagement" within the context of the retail workplace and recognize that media touch points can be assessed beyond demographics and CPMs. Additionally; attendees will be able to more efficiently and effectively allocate marketing budgets.