2013 ESOMAR Congress Tweetable Takeaways
I love conferences, specifically for the networking aspect, but unfortunately due to a limited number of hours in the day I’m not able to attend every conference I want. For the conferences I miss out on, I try to monitor activity via Twitter by following conference specific #hashtags. As more people become accustom to sharing their every thought in 140 characters, I find it fascinating that I can feel like I’m at the conference without actually being there. This year’s ESOMAR Congress was held in Istanbul and featured some of the biggest names in research. By following the conversation on Twitter, here’s my attempt at sharing what I learned from the conference without being physically present. My conference highlights are in “tweetable” format so tweet away!
Error and Innovation
Tim Harford, Author and senior columnist, Financial Times, UK
Massive results can come from tiny innovations built on top of each other
You cant jump over a canyon in tiny steps
You can have multiple failures if the success is big enough
Turning Farmers into Miners
Collaborating to enrich behavioural big data sets with perception surveys
Patricio Pagani, Company Director, Infotools, New Zealand
Reed Cundiff, General Manager, Microsoft, USA
Perception data is attitudes, understanding why but has high cost, and low precision
Behavioural data has precision, better costing but problems with storing and control
Most companies have some form of passive data available to them
Avoid compromising business objectives to fit the data
From Research Management to Knowledge Management to Learning Planning
Haiko van Lengen, COO, Market Logic Software, Germany
Philip De Wulf, CEO, Psilogy, Belgium
Sjoerd Koornstra, Global CMI Planner, Heineken International, Netherlands
The ability to learn faster than your competitors is the only sustainable advantage
Research management saves time and allows for better research via standardized practices
A 4-Dimensional View of the Digitally Engaged Consumer
Creating a single-source methodology to harness insights of todays new consumer
Heather Dougherty, Director of Research – Strategic Services, Experian Hitwise, USA
Maria Domoslawska, Vice President – Global Digital Strategy & Research, Research Now, USA
Only 4% of people said they planned to shop using their mobile phone on black Friday
83% of searches for a retailer were navigational only
Affluents are less interested in early sales
There is no such thing as average customer
Feel Nothing, Do Nothing
Unlocking the emotional secret of online spending
Joost Vastenavondt, Business Leader Consumer & Market intelligence, MasterCard Europe, Belgium
Koen De Vos, Senior Business Leader Consumer & Market Intelligence, MasterCard Europe, Belgium
Orlando Wood, Managing Director, BrainJuicer, UK
Tom Ewing, Digital Culture Officer, BrainJuicer Group, UK
Happiness of a first purchase is a good predictor of a second purchase
Purchase zone – where people bounce from site to site in no order at all
Emotions simplify and guide our decisions
My Mums Throne Room
The technology that defines modernity in a developing world
Dave McCaughan, Regional Strategy Planning Director, McCann WorldGroup, Japan
The most important piece of technology ever is the toilet
38% of teens admit using their mobile phone on the toilet
A New MR Mix for the New Age Information Ecosystem
Proposing big change in content mix, not process
Radhecka Roy, Regional Client Leader – APAC, TNS, Singapore
Sunita Venkataraman, Head of Marketing and Consumer Sales – South East Asia, Intel Corporation, Singapore
Consumers behave impulsively, and move from task to task without thinking
Business cycles are getting faster and shorter, decisions are often real-time
Why Big Data is a Small Idea
And why you shouldnt worry so much
Stephen Needel, Managing Partner, Advanced Simulations, USA
Bigdata relies on determinism, data acquisition & merging, available paradigm, & competency
The Next Normal
An unprecedented look at Millennials worldwide
Carlos Garcia, Senior Director, Nickelodeon International Research & Insights, Viacom International Media Networks, USA
Christian Kurz, Vice President – Research and Insights, Viacom International Media Networks, USA
Jo McIlvenna, Director, Jo McIlvenna, UK
Technology lets me be who I am, it doesnt define me
3/4 of millennials consider themselves to be very happy, very optimistic
Millennials are more we than me
Let’s Face the Music…and Dance
Musics lessons for research in the big data age
Oliver Nelken, Founder & Lead Guitarist, Adam & the Asbo’s, Mornington Media, UK
Will Goodhand, UK Board Director, TNS, UK
Big data is to research what the synth was to music
80% of activity in big data is cleaning it
Fidorka re-launch in the Czech Republic
How combination of traditional and co-creation research techniques engaged collaboration and inspired successful relaunch
Jaroslav Cir, Founder, CEO and Crowdmaster, Perfect Crowd, Czech Republic
Jiri Michal, Manager Consumer Insights Biscuits CE, Mondelez International, Czech Republic
Research agencies must be in the forefront and take risks, co-creating with consumers
Ditch the crap insights and focus on having fun w/ads & experiential marketing
Leveraging Predictably Irrational Decisions
The incredible potential of counter-intuitive marketing strategies
Florian Bauer, Member Of The Board, Vocatus AG, Germany
Rüdiger Peters, Director eCommerce, L’TUR Tourismus, Germany
Value, loyal, indifferent, and risk avoider buyer segments can all exist in a single buyer
Motivation, cognition, and behavior must all be understood to predict decisions
Thinking Big: Innovation in Decision-Making
Garry Kasparov, World Chess Champion and author, USA
Dont just try to win, try to make a difference
Decisions made quickly are often based on instincts
A smartphone is equally as powerful as the computers which sent the US to the moon in 1969
All we see today are incremental improvements of what was there before
You can take risks and put man on the moon, or throw bricks at birds
Intuition is like a muscle, trust your intuition & take risks to exercise it
Failure is a step towards success
You need challenges, without those you wont be able to move forward
Start accepting risk as part of decision making
Combine risk taking and exercised intuition are ingredients for advancement
Random Tweet from the lovely Annie Pettit ?@LoveStats (I dont know which session it came from)
Data doesn’t mean anything unless you can respond to it
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