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Connections

Conference Paper
Abstracts

MRS Annual Conference


22-24 March 2006, Barbican, London
Disclaimer
There may be occasions when changes in content, speakers, timing and location have to be made for reasons outside
our control. MRS accepts no responsibility for the opinions of speakers or any other persons expressed at its events.
Introduction

Welcome to Research 2006 Connections, the 49th MRS Annual Conference,


to be held at the Barbican London on 22-24 March. In this booklet you will find
abstracts of the various papers and sessions of the conference, written by the
presenters. The abstracts appear in the order in which they take place during
the Conference. (Please see Contents Page overleaf ).
The theme of the conference reflects the fact that research occupies a central role in marketing
services and social policy, by connecting people and ideas and business or policies. This represents
a consolidation of research on a new, higher level, and follows on from the last three years of the
Thought Leadership Revolution at the MRS Conference. We are also already looking forward to
next year’s Jubilee Conference, which you will hear some news about during this year’s conference.

We hope that you will enjoy and find value in the abstracts in this book and that you will come
to the conference to hear the papers and attend the other sessions and the social events. Among
the other highlights of Research 2006 are keynote addresses from the Chairman of Chime
Communications Plc, Lord Tim Bell; Professor Adrian Furham, Professor of Psychology at UCL;
and Richard Reed the co-founder of Innocent Drinks.

You can also read more about this year’s conference on our Discussion Board,
on www.mrs.org.uk/res06/discussion.htm where you can also find a link to the full programme.

I would like to take this opportunity to thank my Co-Chair, Philly Desai (Turnstone Research and
Consultancy) and the other members of the Conference Programme Team for all their hard work:
Neil Swan (Synovate), Corrine Moy (GfK-NOP), Jeff Deighton (Ipsos MORI), Michael Warren (COI)
and Mark Horton (Northcliffe Newspapers).

I hope to see you at the Barbican.

Kevin McLean
Chairman
Research 2006 Programme Team
Contents
Thursday Main Hall Thursday Theatre Thursday The Hub

Morning
4 Researching the Board 16 Reading and Writing: The Forgotten 24 Your Career: It’s a Game of Strategy
Michelle Norman, Synovate UK 12 million Training Workshop led by Paul
Jon Cohen, Rosenblatt Ltd Cushing, RPCushing Recruitment
5 Measuring the Value of Insight.
It Can and Must be Done 17 Crossing the Cultural Divide:
Steve Wills and Sally Webb, Access to Justice for Ethnic
Customer Insight Solutions Ltd Minority Communities
Karen Saunders, COI and
6 Is WOM Just a Buzz? Penny Roy, Turnstone Research
Simon Chadwick, Cambiar LLC and Consultancy Ltd
and Ed Keller, Co-author of
‘‘The Influentials’’ 18 From Cohort to Communications:
Connecting with the Over 50s
7 Measuring the Success of Fiona Wood, COI and
Word of Mouth Jill Armstrong, Stimulating World
Paul Marsden, Enterprise LSE

8 Open Source Thinking: From Passive


Consumers to Active Creators
Graeme Trayner, Opinion
Leader Research

Afternoon
9 Marketing to the 19 PVRs: Why Ads Work on Fast 25 How to Market Your Agency
Connected Generation Forward and the Implication Training Workshop led by
Neil Samson, Family Kids and Youth for Assessing TV Campaigns David Foxon, COI
and John Conlon, Nickelodeon Dr Alastair Goode, DUCKFoOT
Research and Development Ltd 26 The Web of Insights: The Art
10 Childhood Obesity: and Julian Dobinson, Sky Media: and Science of Webnography
Issues and Insights British Broadcasting Ltd Training Workshop led by Anjali Puri,
Elspeth Bradley, Kellogg’s and AC Neilsen ORG-MARG India
Marie Laver, HPI Research Group 20 Knowing Your Blogs from Your Pods
Simon Andrews, Big Picture 27 Connecting with America
11 The Family Inheritance: Are Attitudes and Americans
to Advertising Kept in the Family? 21 Access Panels: The Conditioning Issue? Training Workshop led by
Ian Brace, TNS UK and Trixie Cartwright and Martin Oxley, TNS Hy Mariampolski, Qualidata
Dr Julie Tinson, University of Stirling and Clive Nancarrow, Bristol Business Research Inc
School, UWE
12 IPA Touch Points: A New Era
in Integrated Media Planning 22 The Power of Conjoint Analysis and
Graeme Griffiths, TNS Media and Choice Modelling in Online Surveys
Lynne Robinson, IPA Ray Poynter, Virtual Surveys

13 Motivation to Media: Bridging 23 Pilgrim’s Progress? How the Consumer


the Gap Between Research and Makes Complex Decisions
Media Planning Nick Watkins and Dr Miriam Comber,
Simon Barker, Synovate Censydiam UK GfK-NOP Financial Division
and Malcolm Hunter, Vizeum

14 Researching Lifestyles of the


Gay and Lesbian Communities
Helen Croxon, Channel 4 Research
and Sarah Bridgman, OMD

15 Pitch, Performance and Profit, Part One


Chaired by Marc Brenner,
Research Magazine
Friday Main Hall Friday Theatre Friday The Hub

Morning
28 Pitch, Performance and Profit, 35 The Cost of Cliché: Charts I Never 40 Gaining a Competitive Advantage
Part Two Want to See Again with Online Panels
Chaired by Susan Rogers, Nick Southgate, dfgw Training Workshop led by
Rogers International Pete Comley, Virtual Surveys
36 Connecting with Clients: Rethinking
29 Culture, Communications the Debrief
and Business: The Power of Mike Imms, Mike Imms & Partners
Advanced Semiotics in Development and
Katja Maggio-Muller, Procter Audrey Niven, Listengroup
& Gamble and Malcolm Evans,
Space Doctors

30 The Value of Peer Research


Anna Pierce and Jaime Rose,
Ipsos MORI Participation Unit

31 Reconnecting the Prime Minister


Roy Langmaid and Charles Travail,
Promise Plc

Afternoon
32 Bringing the Customer into the 37 Connecting with Elizabeth: Using 41 Video Ethnography: Learning How
Heart of a Technology Business Artificial Intelligence as a Data to Conduct Observational Research
Mark Uttley, AOLUK and Collection Aid Using Film
John Scott, KSBR Brand Futures Craig Kolb, Ask Afrika and Training Workshop led by Nick Leon,
Dr Peter Millican, Oxford University Naked Eye
33 Connecting People Across a
Continent: Mobile Communications 38 Demystifying Blogs: Embracing
in Africa Objective Conversations
Jokke Eljala and Keith Bailey, Nokia Carmen Aitken, Ipsos MORI
and Jane Gwilliam, Research and Will Corry, The Marketing Blog
International Qualitatif
39 Connecting Insight with the
34 Packing a Punch: Using Packaging Organisation: Knowledge
as Effective Advertising and Management Online
Communication to Build Your Luke Allen, Nunwood Consulting
Bottom Line and Corrine Green, Nokia
Chris Sinclair, Ipsos MORI and
Andy Knowles, JKR
Paper

Researching the Board


Michelle Norman, Synovate UK

Rarely does market research shape Board-level decisions at a major plc.


But when £1.1 billion marketing services company, Aegis Group, faced the
need to evaluate the performance of its Board it turned to its own leading
research agency, Synovate.

What began as a compliance measure soon yielded tactical information for addressing
turned into an initiative to drive performance individual performance issues, gave new focus
improvement. Drawing upon the research for development efforts and even generated
conducted, Michelle Norman – Managing the creation of new appointments. In the
Director of Synovate UK – will explore the course of this illuminating paper, Michelle
principles of Board effectiveness, the role Norman will demonstrate the importance
of research in evaluating them and, ultimately, of research in driving board performance,
its ability to enhance Board performance the challenges inherent in such a project
and company strategy. and the impact on the profile of MR.

In response to the Combined Code on This paper sits naturally with the premise
Corporate Governance (a directive to all of connections, in particular the relationship
listed companies) Aegis Board Chairman, between research and business success; the
Lord Sharman, tasked Synovate with Aegis Board Evaluation research identified
conducting an evaluation of the Board, key priority areas for the business and provided
its committees and its individual directors. recommendations for tackling them. It also
Having successfully researched the key metrics explores a new connection between research
and met the FSA’s criteria, both Lord Sharman and the boardroom – one that can be leveraged
and Michelle Norman felt that the research for future use.
could be taken further.

Lord Sharman and Norman worked in


partnership to design a research programme
that would explore all aspects of the Board’s
effectiveness, identifying gaps between current
performance and best practice and pinpointing
key areas for improvement. To inform the
questionnaire, contributions were sought
from across the business in order to ensure
its alignment with company objectives.
Not only were views sought on the Board’s
collective performance but on that of
individual directors – some of whom had
never experienced peer review before. Analysis

4 Thursday Main Hall


Paper

Measuring the Value of Insight. It Can and Must be Done


Steve Wills and Sally Webb, Customer Insight Solutions Ltd

Do researchers really want to be the pro-active, consultant level professionals


that they so often claim? Or are they actually happier in a reactive role,
applying their professional skills to meet the demands of others? If it is
the former, then they will have to acquire much greater commercial acumen.

Client-side Customer Insight teams are at a Measuring the value will deliver benefits to the
crossroads. They have developed significantly company, to the insight team, and to agencies
over the last 2 or 3 years into multi-disciplinary and third party suppliers. More to the point,
teams bringing together insight from multiple expressing results in terms of value is probably
sources including market research, database the most crucial difference between what
analytics and customer and market intelligence. consultants do, and researchers don’t do.
And they have placed much greater emphasis
on the onward communication of insight This paper is the result of a project undertaken
within their organisations. But still these new by the Customer Insight Forum. It puts forward
teams remain primarily reactive, demand led the argument for value measurement, and
functions, simply operating at a higher level. looks at the barriers to valuation as well as
The next few years will determine whether practical solutions that will make insight
they will develop into the kind of proactive valuation a reality.
drivers of business value that they have the
potential to become.

But how can Customer Insight teams become


proactive drivers of business value? A central
factor in whether they succeed will be the need,
and opportunity, to transform the value of what
they deliver by mastering the skill of measuring
the value of insight.

After reading this paper, if there are just


3 messages that everyone should take on
board, they are these:
Customer insight is a strategic asset. As such,
any business has a responsibility to exploit
it to deliver maximum shareholder value.
In order to deliver maximum value you have
to measure it.
The key to measurement is to learn to talk
pounds, not percents.

5 Thursday Main Hall


Paper

Is WOM Just a Buzz?


Simon Chadwick, Cambiar LLC and
Ed Keller, Co-author of ‘‘The Influentials’’

Word of mouth. The most under-rated form of marketing in the modern


age or just another transatlantic buzz-phrase? A huge amount of ink and
conference air is being expended on Word of Mouth Marketing (WOM) but
do we know how it works, if it works differentially based on category, subject
or br why it works? A leading American WOM agency admits that it
is not quite sure how it works, but that it does.
How far does a marketing message reach recruitment system relies entirely on
through word of mouth? To whom? Does member-get-member and is therefore ideally
it make a difference if the person spreading suited to the study of WOM or viral marketing.
the message is an Influential? And is that We intend to conduct a series of controlled
category-dependant? (After all a person experiments using the panel to answer the
who is an automotive Influential may not questions posed above. To be honest, we do
be an IT Influential). not know where these experiments will lead
us. All we know is that the results cannot fail
Ed Keller (and his co-author Jon Berry) can to fascinate as we seek to provide answers
rightfully claim to have been pioneers in the to very fundamental questions.
identification of Influentials and in the study
of who they are and how they operate. What
is not so well known is how the messages that
they promote spread and proliferate. Is one
Word of Mouth Marketing Unit (WOMMU) as
good as another? This paper intends to shed
light on these questions through the conduct
of an unique experiment.

Imagine having a 3 million person Internet


panel where all the panellists were recruited
virally – i.e. it was “member get member”.
And imagine that this panel has been scored
for Influentials. Now imagine being able to
introduce into a select, stratified portion of
this panel a series of messages, promotions
and products and being able to track how
those messages spread through the
remainder of the panel – how far, how fast
and by what routes.

The authors have exclusive access for this


purpose to the Luth Research SurveySavvy
panel in the United States, a panel whose

6 Thursday Main Hall


Paper

Measuring the Success of Word of Mouth


Paul Marsden, Enterprise LSE

We provide data showing that customer word of mouth recommendation


rates predict sales growth for retail banks, car manufacturers, mobile phone
networks and supermarkets in the UK. The more customer recommendations
a company can elicit, the higher the sales growth for that company.

A telephone survey of a random sample of of word of mouth recommendation rates.We


1256 adult consumers in the UK found that also suggest that the role of market research
word of mouth recommendation levels were in word of mouth management should not be
statistically significant predictors of annual limited to data collection; market research can
2003-2004 sales growth (Pearson’s correlation actually create word of mouth by listening to,
coefficients of r=.484 and significance of p < .01). involving and engaging customers in the
Word of mouth recommendations are linked development of new products and services
to sales performance in the UK; the higher really worth talking about. Moreover, through
the proportion of customers likely to a powerful phenomenon known as the
recommend a company, the higher the Hawthorne Effect (the effect that market research
sales growth (Pearson’s correlation has on turning participants into word of mouth
coefficient r=.484, p < .01). advocates) market research can drive business
Companies with a relatively high proportion performance directly. By engaging customers
of customers who would recommend them with brands through market research,
included HSBC, Asda, Honda and O2, businesses create word of mouth advocates;
and these companies grew faster than and the more word of mouth advocates they
their competitors. create, the higher their sales growth.
Companies with a relatively low proportion
of customers who would recommend them We conclude by suggesting that if the answer
included Lloyds TSB, Sainsbury’s, Fiat and to creating word of mouth lies in customer
T- Mobile, and these companies grew slower involvement and customer engagement, then
than their competitors. market research is uniquely placed to achieve this.
Overall, a 7 point increase in net Of all the communication channels in marketing,
recommendations correlated with only market research is based on listening,
a 1% increase in growth. on dialogue rather than monologue. Market
Customer satisfaction scores were not found research enhanced by the Hawthorne Effect
to be linked to sales performance; word maybe a powerful tool for driving business
of mouth recommendations, not customer performance, but it is more than that; it is the
satisfaction appear to drive growth. first step towards really walking the marketing
talk; putting the customer, not the marketer
Given the relationship between word of at the centre of marketing. Forget PR stunts,
mouth recommendation levels and business pass-it-on advertising and stealth campaigns,
performance, we suggest word of mouth the future of word of mouth marketing,
should be first and foremost measured in terms indeed marketing itself, is market research.

7 Thursday Main Hall


Paper

Open Source Thinking: From Passive Consumers


to Active Creators
Graeme Trayner, Opinion Leader Research

This paper will outline how the market research industry needs to
adapt to the new relationship between people and organisations.

New information and communications We need to adapt our practices and


technology are allowing people to become approaches to reflect this new environment.
creators as well as consumers, and providing Learning from the success of co-creative
them with the platform for direct and communities, we need to re-frame the
unmediated conversations with organisations. relationship between the researcher and the
It has given people the means to move from researched. We should connect with people
being passive consumers to active creators. as ‘lay’ strategists, involve them in debate on
the implications of research, and give them
This new relationship can be best understood a greater sense of recognition. Importantly,
through the prism of ‘open source’ thinking. we should demonstrate that our approach to
Originally a concept from software recruitment for research can ensure that ‘open
programming, ‘open source’ thinking revolves source’ initiatives are not just the preserve of
around everyone having the opportunity active aficionados or determined detractors.
to input into the development of an entity,
whether that be a product, service or The market research industry needs to
organisation. Successful ‘open source’ initiatives constantly remind itself of the new needs and
revolve around co-creative communities that interests of creative consumers. We must meet
bring together a sponsoring organisation and people’s need for their identity to be recognised,
interested parties to meet a common goal. their voices to be heard, and for respect to be
Openness leads to best results. given. As we move forward in the new open
source world, we should constantly seek out
This represents a major challenge for the ways to meet these needs, and harness people’s
market research industry as we are too imagination and creativity to the greater good.
attached to ‘closed source’ thinking. We
too often connect with people as passive
respondents, rather than as active creators.
In contrast to ‘open source’ approaches that
emphasise ceding power, our way of working
is based on a tight model of command and
control. Moreover, smart organisations and
engaged consumers are seeking out and
creating their own co-creative communities,
which undercut the need for traditional
mediators such as researchers.

8 Thursday Main Hall


Paper

Marketing to the Connected Generation


Neil Samson, Family Kids and Youth and
John Conlon, Nickelodeon

Meet the ‘connected generation’, that is anyone who has been online since
infancy, able to work the video, or rather DVD since they were 3 years old
and for whom convergent technology is a reality not a dream.

A typical member of the ‘connected generation’ in children engaging in and pro-actively seeking
is a primary school aged boy or girl, whose additional information on a particular brand, in
bedroom is an Aladdin’s cave of gadgetry effect ‘pulling’ rather than being ‘pushed’ content.
including a CD player, computer and TV with Creating a dialogue with children across a variety
DVD player. These children have grown up in of different platforms (TV, on-line and mobile for
a world where everything connects together. example) enables brands to forge powerful
If they watch a successful TV programme they relationships with young consumers.
expect to be able to buy character toys, the
video game, the DVD, the board game, and visit Nickelodeon UK faces an increasingly competitive
the website, as well as buying the licensed food marketplace where ‘content is king’. To remain
and drink products that inevitably follow. at the top Nickelodeon must effectively
The future of marketing will change radically communicate with the ‘connected generation’.
as these young people grow older. The new multi-media landscape lets Nickelodeon
create richer, more multi-dimensional
The ‘connected generation’ are empowered entertainment experiences for children.
with a vast array of high quality entertainment Nickelodeon, using its in-depth knowledge
options. Children are no longer passive of its audiences, recognised early on the
recipients of marketing messages, in their potential to engage and cement relationships
‘connected’ world communications need to with children and parents by using a multi-
attract and maintain interest in order to cut platform approach in its communications.
through the clutter.

Successful multi-media communications mirror


the range of media that children are accessing,
often simultaneously, recognising the need to
enter into their world. They also demonstrate
an understanding of the need states of their
audience when using different media and
reflect these in the execution of the campaign.

The explosion of entertainment choices and the


increasing ability to interact is driving the trend
towards ‘pull’ rather than ‘push’ consumption of
media. Effective multi-media campaigns result

9 Thursday Main Hall


Paper

Childhood Obesity: Issues and Insights


Elspeth Bradley, Kellogg’s and
Marie Laver, HPI Research Group

Childhood obesity is a common hot topic which shows no signs of abating.


Media messages regarding the ever increasing weight gain of children
today and their poor state of nutrition are becoming ever more prevalent –
epitomised by the recent TV programme, ‘Jamie’s School Dinners’
documenting his battle against the Turkey Twizzler.

Many studies have already been conducted emotional barriers for children to make
to understand the degree to which different necessary lifestyle changes, and on equipping
factors have contributed to the reported their parents with the confidence to help them
increase in childhood obesity as well as over come them.
measuring overall levels of obesity throughout
childhood. This report aims to provide a more In addition to this, it highlights the pivotal role
detailed understanding of the more of the parent in the overall task of tackling
individual-level factors and the inter-personal childhood obesity. Our study discovered how
level factors that can contribute to childhood incredibly important it is for parents to actively
obesity. Individual-level factors are those that encourage their children to adopt better eating
relate to the individual child such as their or exercise patterns but to also participate in
knowledge, attitudes and personal preferences. any activities and represent good role models
Inter-personal level factors are those that relate to the adults of the future.
more to a child’s immediate social environment,
such as their parents’ knowledge and attitudes
towards healthy eating and physical activity.

We talked to over 2000 children of all ages


and weights across Europe in order to
understand the key differences that exist
between particular groups in terms of their
attitudes and behaviour to eating and physical
activity. By deploying a number of qualitative
and quantitative techniques the study findings
reveal that there are a number of meaningful
differences in the way normal weight (BMI < 25),
overweight (BMI 26-29) and obese children
(BMI 30+) view food, health and exercise.

There is a vast number of complex and


interrelated factors to consider when exploring
how best to address childhood obesity. However
in order to make real progress a greater focus
needs to be on a better understanding of the

10 Thursday Main Hall


Paper

The Family Inheritance: Are Attitudes to Advertising Kept


in the Family?
Ian Brace, TNS UK and
Dr Julie Tinson, University of Stirling

It is more than 20 years since the concept of a segmentation of consumers


based on their attitudes towards advertising was introduced. It seems likely
that these attitudes could affect the way in which people react to advertising
and as such has implications for advertising.

In the intervening years a number of papers amongst their peers? This paper will look at
have been published on this topic, supporting whether the fashion leaders are, or are not,
the view that consumers can be segmented in the children most likely to be absorbing
this way and that different segments do indeed messages from television advertising, with
react differently to advertising. the implications for where fashion products
should be spending their advertising budget.
More recently, the notion of marketing savvy
has become a topic of hot interest, particularly If mothers think that their children are
in relation to children and their sophistication marketing savvy, does the data from the child
in the marketing place. in question support this, or do mothers just
like to think that their children are smarter
This paper brings together these two than they are?
themes. We shall be looking at how, and if,
the advertising attitudes segmentation can The study from which most of our evidence
be applied to children as well as to adults; we is drawn covered children from ages 10 to 16,
shall be determining whether these attitudes so we shall also be looking at how attitudes
are handed down from mother to child or change over this formative period. Are 10-year
whether children’s attitudes are independent olds more open to advertising messages than
of those of their mothers. If mothers are their potentially cooler and more sophisticated
sceptical about television advertising, do older sisters and brothers?
they pass their scepticism on to their children?
The segmentation provides for two key groups Finally we shall be drawing conclusions about
with opposing attitudes – the Players and the the openness and the scepticism of children in
Rejecters, the first of which is far more open relation to both advertising and marketing, and
to advertising messages than is the second. looking to see if this is passed from generation
Does this mean that one group is more to generation or whether children have attitudes
marketing savvy than the other? And if so, different to those of their mother. And your
which group? The answer may not be as mother should know best, but does she?
obvious as it seems.

Do the children who are more marketing savvy


or those who are more open to advertising
behave differently when it comes to shopping,
marketing and being leaders of fashion

11 Thursday Main Hall


Paper

IPA Touch Points: A New Era in Integrated Media Planning


Graeme Griffiths, TNS Media and
Lynne Robinson, IPA

The IPA TouchPoints project epitomises the connections theme of the 2006
MRS Conference. The project comprises a 7 day electronic diary completed
every half hour accompanied by a 48 page lifestyle questionnaire.

TouchPoints objective is to ‘connect’ the and delivery of a truly groundbreaking and


6 main media audience measurement studies ambitious research project that for the first
into a single source advertising buying tool. time ‘connects’ all the advertising currencies
The TouchPoints ‘hub’ provides the vital links into a single unifying planning tool.
and hooks necessary to join all the advertising
buying currencies together into a single Using innovative data collection methods and
database while retaining the data integrity state of the art fusion techniques, TouchPoints
of the original studies. Once connected, the heralds a new era in advertising planning.
hub will be removed leaving behind a single
database capable of scheduling advertising Currently if an advertiser wants to place
campaigns across all mediums. a campaign across TV, radio and press then
they need to access three separate pieces
The IPA TouchPoints remit is: of software and purchase the advertising space
To provide a single source integrated individually on each medium. TouchPoints
planning tool. will revolutionise this process by enabling ad
To deliver new and fresh insights in buyers to visit one place and plan and purchase
its own right. space across all mediums simultaneously.
To act as a gateway across data sources.
To be complimentary to current In addition to the integrated advertising buying
industry research. tool, TouchPoints will also be released as a
stand alone time use database containing
Lynne Robinson (Research Director – IPA) around 5,000 respondents, 35,000 days and
and Graeme Griffiths (Managing Consultant 1,680,000 individual time periods.
TNS Media) will take the audience on
a journey through the conception, execution The final integrated advertising buying tool
and realisation of what has been heralded will be viewed as a template for the advertising
as the biggest development in media and industry in many other countries and all eyes
advertising research since the passive will be focused on the launch.
measurement of TV audiences.

At the time of the 2006 conference the


integrated TouchPoints database will have just
been released. The conference will be the first
opportunity to look back on the development

12 Thursday Main Hall


Paper

Motivation to Media: Bridging the Gap Between Research


and Media Planning
Simon Barker, Synovate Censydiam UK and
Malcolm Hunter, Vizeum

The media industry is at the crossroads. Consumers increasingly control the


dialogue with brands. This means the old intrusion/interruption model upon
which communication planning has been based is increasingly less effective.
We can no longer force our way into the consumer’s mind because people
can avoid us.

Shouting louder, repeating again and again and People bring this emotional frame of mind to
again, spending more are not the answer. Likewise the paid for communication they receive in or
coverage and frequency are no guarantee of around the content (of the media).
anybody actually receiving a message.
They have a more positive and efficient
So we need to ask a new question. How can processing of communication when they feel
we be invited in? When and where can we a ‘consistency’ between the emotional state
find consumer when they are in the mood to they are in and the emotional content of the
receive the communication? When they will communication.
welcome it in? This means having a people
centric view of communication. Therefore Vizeum in conjunction with
Censydiam believe that as the world changes,
It is generally recognised that there are three key the emotional proximity between the media
elements influencing a consumer response to context and the advertisement or brand should
communication, the characteristics of the viewer, be a key driver in media selection.
the characteristics of the creative content and
context in which the communication is received. A 80,000 sample study across twenty countries
has taken place to identify the deeper emotional
While much research is conducted into the motivations that are satisfied by brands and
first two of these, relatively little has been media. Twenty categories, hundreds of brands
conducted in the latter field, the emotional and six media channels (TV, Magazines, press,
context. As the relationship with communications radio, internet, and cinema) were researched
changes it will become increasingly important. down to specific programme and title level.

People do not engage with media for the paid This means we can match the motivational
for communication but for the content. This profile of the message to the motivation of
content engenders an emotional response – the media.
TV ads appear in TV programs that create
feelings like a sense of belonging or superiority, It represents a significant step forward in
magazine ads appear in magazines that make media planning as we move beyond the
us feel connected to the world and in others that demographically driven approach and select
help us feel different from the world, cinema ads media based on finding the consumer in a
appear before movies that satisfy our desire to frame of mind when they will be emotionally
be thrilled, excited, feel warm towards others predisposed to receive the message.
and a whole host of other emotions.

13 Thursday Main Hall


Paper

Researching Lifestyles of the Gay and Lesbian Communities


Helen Croxon, Channel 4 Research and
Sarah Bridgman, OMD

Jointly commissioned by Channel 4, OMD Insight and GaydarRadio, Outright


2006 research is based upon a robust sample of 18,000 gay and lesbian
respondents and 4,000 straight. This makes the survey the largest ever to track
the validity, strength, brand preferences and purchasing power of the UK gay
and lesbian community. It delivers a unique knowledge base essential to
successfully communicate with this distinctive marketplace.
December 21 2005 saw the government finally lesbians claim to be more loyal to brands
recognising long term same sex relationships that are ‘gay-friendly’ and half believe that if
with the introduction of civil partnerships. companies advertise in gay media then they
2006 is without doubt set to be an should tailor their advertising. Sony, Gillette,
unprecedented year for the community with Calvin Klein, Nivea & Virgin are amongst the
interest in gay and lesbian consumer spending brands that they feel most positive towards.
set to spiral. Granted the majority of same
sex couples won’t have a wedding budget In the UK, the revolution has been much
anywhere near that of Mr & Mr Elton John but slower than into the States, but major brands
with an estimated 22,0001 couples expected are beginning to acknowledge the importance
to enter into civil partnerships by 2010 and of targeting the gay demographic in a credible
the average UK wedding cost at £15,000, and ongoing way. What Outright 2006 delivers
a new market is born. to them for the very first time is a substance
behind the speculation and the tools to
In the US the advent of same sex marriages communicate empathetically to the gay
galvanised advertisers leading to the biggest and lesbian marketplace.
increase in advertising spend to this sector
since 2000. An explosion in ads with gay
specific content (astounding 242% rise year
on year) created a 28% rise in ad spend to 207
million dollars.2 Most importantly, the 2004 gay
press report found that more than 150 Fortune
500 brands were active in the gay consumer
market place in 2004, up from 72 in 2001 and
just 19 in 1994.

Outright 2006 will help companies identify


how best to communicate with this unique
consumer group. The research covers lifestyle
issues such as coming out and discrimination,
brand preferences and attitudes for six core
consumer categories and an in-depth look
at media consumption and communication.
It demonstrates that over a third of gays and

1
Regulatory Impact Assessment published by the DTI
2
2004 Gay Press Report by Prime Access In and Rivendell Media Company Inc

14 Thursday Main Hall


Conference Session

Pitch, Performance and Profit, Part One


Chaired by Marc Brenner, Research Magazine

This session will address a number of the industry’s hot topics in a series
of compelling and engaging formats. The session will be pretty much
methodology-free. It will be an hour of unashamed business-oriented
debate, discussion and practical advice.

This will be a ‘must attend’ session for anyone First Steps


serious about building a successful research One of the industry’s most high-profile
business in the 21st century. researchers also offers clients his own ten-point
checklist for ensuring that communication,
The session will look at the issues surrounding at the early stage of the project, remains
the engagement process; the roster system, the fluid and effective.
pitch, the presentation and the problems that
can arise at the early stage of the client/agency This will be a highly interactive session
relationship. where questions from the floor will be
welcome throughout.
The session has been designed to appeal
to both the buyers and providers of research.

Engagement
Four senior research players will debate a number
of highly contentious issues which, in the
magazine’s first-hand experience, are of great
concern to readers. We will highlight the current
debate surrounding the roster system; how are
clients evaluating their needs? The trend seems
to be towards shrinking the roster – bad news
for the industry? Clients are demanding more
and more work on the initial pitch – are they
asking too much? Are researchers selling
themselves well? Basically, this section of
the session deals with the early stage of the
client/agency relationship. This session will
be chaired by Research editor, Marc Brenner.

The Pitch
One of the industry’s big research spenders
will offer research agencies his ten-point guide
to guaranteeing a successful pitch.

15 Thursday Main Hall


Paper

Reading and Writing: The Forgotten 12 Million


Jon Cohen, Rosenblatt Ltd

Rosenblatt has been an instrumental part of the development of the BBC


literacy strategy and of the development of BBC ‘RaW’ (Read and Write) –
the BBC’s biggest ever literacy campaign which launched in October 2005.

The BBC RaW Initiative This Paper Aims to Provide:


BBC RaW is a fresh, entertainment led, 3 year Some insight into the attitudes of the
literacy drive. Its target is the 12 million adults forgotten 12 million towards reading and
across the UK who have English as their first writing and the implications for research in
language, but a reading age of between 9 and 14. terms of recruitment, the running of research
sessions and stimulus for research.
12 million Adults Across the UK Have
a Reading Age of 9 to 14 Practising What We Preach
That’s the equivalent of being able to This paper is designed to be short, relevant
read the Sun. In other words, they can and simple. Hopefully, that should make
read and write, they just don’t read and it easier and more enjoyable to read.
write very well.

Why That Matters


Poor literacy skills can affect the lives and
experiences of people to an extent which
those with proficient literacy skills can only
begin to imagine.

A Huge Proportion of the Population


is Virtually Forgotten by Research
People with poor literacy skills often
stay away from research. If they take part
in research, they may lack the confidence
to express their true opinions. And research
and stimulus is rarely designed with the
needs of those with poor literacy skills
in mind. That’s too many people to
forget about.

Research needs to consider the way


it approaches people with poor literacy
skills in terms of recruitment, the running
of discussions and stimulus development.

16 Thursday Theatre
Paper

Crossing the Cultural Divide: Access to Justice


for Ethnic Minority Communities
Karen Saunders, COI and
Penny Roy, Turnstone Research and Consultancy Ltd

This paper discusses the challenges involved in a recent research project


commissioned to explore how to improve ethnic minorities’ access to the
civil justice system. It will offer insights into the Lithuanian and Somali
communities and some broader implications for government.

Britain is more diverse than ever. In the ten in terms of what is viewed as ‘acceptable’ and
years to 2001, 1.1 million migrants accounted ‘unacceptable’. We explored cultural attitudes
for more than half of Britain’s population to issues such as forced marriage among Asian
growth. The diversity of cultures in different communities and the disciplining of children
parts of London is staggering. Walk through among the African populations.
Stratford and you’ll hear spoken Lithuanian and
Russian around you. In South London, phone This study highlighted the role that researchers
shops and food outlets are springing up to can play in bridging the divide between policy
cater for the burgeoning East African makers and diverse and hard to reach
community. In East London, Somalis pray communities. Rarely researched audiences such
alongside Bangladeshis. as Nigerians and the Chinese were included in
the research along with respondents from the
The Department for Constitutional Affairs (DCA) burgeoning UK Eastern European communities.
was established in 2003, with a commitment Lithuanian priests, Somali community leaders
to place the needs of the consumer at the heart and African community elders are not your
of everything it does: justice, rights and average research respondent!
democracy. It is this changing context that
formed the backdrop to a research project Communicating across the cultural divide
commissioned by COI on behalf of the DCA and across a system as wide and diverse as
focusing on ethnic minority communities and the British civil justice system posed further
their perceptions, attitudes and engagement challenges which conventional power-point
with the civil justice system. Previous research and written reports alone could not meet.
had already found that people from the more A number of approaches were used to
vulnerable sections of society were less likely communicate the findings from top level down:
to have the resources, knowledge and access to Ethno-cultural typologies based on a
information to resolve legal problems. The DCA qualitative segmentation of the target
were, therefore, keen to ensure that people audiences enhanced the development
from ethnic minority groups and non-English of actionable strategies;
speakers had equal access to formal and Visual maps demonstrating customer
informal means of resolving such disputes. journeys helped show how individuals
navigated the justice system;
The research discovered that cultural differences Vox pops from our case studies
meant that different groups had very different were essential to bring the findings
perspectives and approaches to the host nation to life for the client.

17 Thursday Theatre
Paper

From Cohort to Communications: Connecting With


the Over 50s
Fiona Wood, COI and
Jill Armstrong, Stimulating World

The latest Common Good research programme a government funded study


run by the Research Unit at COI, focuses on helping government departments
communicate more effectively with older people.

Aiming to take a look at the world through have with different media and how this
the eyes of older people themselves, this study changes over time. The study also cast a glance
set out to challenge some of the myths and to the future of the Boomer generation
stereotypes that surround this audience, and currently in their 50s, and how their information
to identify new ways of targeting them by needs and media consumption may be
exploring how their experience of ageing different from those of older generations.
impacts upon how they want to be addressed.
The findings reveal new insights relevant to
Over 65s are a growing demographic within the all communicators across the public and private
UK and the rest of Europe and the growth is set sectors, including how to address an audience
to continue. From a government perspective, who commonly reject the notion of being
there is particular interest in terms of the addressed as older, and turn away from age
impact this may have on the shape of future related advertising; why age or income related
society and the public services that requires, segmentation is less effective than one based
but there are wider implications for the broader on how successfully key life events are
body of communicators, in both public and negotiated; the importance of personal
private sectors. Though this is a broad and networks both formal and informal; how to
heterogeneous audience that is difficult to devise successful executional strategies that
define accurately, it is often one that is referred signal to this audience that they are being
to in blanket terms, with little evidence of its addressed; and how to match the media to
inherent diversity being addressed in current the message.
communications practice.

A comprehensive qualitative study was


conducted by Stimulating World for COI,
designed to challenge old assumptions and
develop new hypotheses regarding
communicating more effectively with older
people. The study explored a range of
questions including whether older people are
really less engaged with advertising messages
than other generations or whether poor
executional strategy and targeting are more
to blame and the relationship older people

18 Thursday Theatre
Expert Briefing

PVRs: Why Ads Work on Fast Forward and the Implication for
Assessing TV Campaigns
Dr Alastair Goode, DUCKFoOT Research and Development Ltd and
Julian Dobinson, Sky Media: British Broadcasting Ltd

Alastair and Julian present the latest thinking on how to tackle new media
problems, such as the growth of PVRs and ad zapping, with new psychological
and technological research techniques.

This briefing is in two parts. Part one describes their response suppresses their emotional
a study conducted by Dr Alastair Goode of reaction. This finding highlight just one of
DUCKFoOT R&D for Sky Media showing how the problems that occurs when research is
ads even shown at fast forward can increase conducted where respondents apply their
a person’s emotional response to it – this conscious reflections and underlines the
finding was produced when Sky commissioned approach taken by Sky when setting up
an independent study to evaluate the impact the SkyView research technique.
of ads seen on Sky+ when the viewer was
fast-forwarding through the ad break of In the second part of the briefing, Julian
a recorded program. Dobinson describes SkyView, the research
technique set up by Sky to underst and consumer
The finding demonstrated that ads viewed at behaviour in relation to television viewing, an
x30 fast forward had a positive effect on both approach that does not require consumers to
brand and ad liking, providing they’d been consciously report their on their behaviour.
viewed previously to the study.
It describes how SkyView not only measures
To understand this result the cognitive what people view but also in a single source
psychology of implicit (‘unconscious’) captures what they purchase. An outline is
memory was considered. Cognitive psychology given as to Sky’s motivation for setting up the
suggested that when consumers see an ad they SkyView, how the technique was implemented
implicitly store many different facets of the ad and the process of data collection. The paper
experience, one of these is their emotional suggests how panels such as this can help in
state when seeing the ad. As the vast majority keeping pace with and accurately monitor
of ads are designed to be pleasing to watch technological developments in television in
the emotional state stored is virtually always a way that will provide a wealth of information,
positive. It appeared that when the ads were based on actual consumer behaviour, on which
seen at fast forward they acted as a catalyst to base marketing decisions.
to re ignite this stored emotion leading to the
increases in liking found. To Sky this research will bring a far better
understanding of customers and their
This positive emotional increase however was motivations. For advertisers it will add to the
not found when the same ads were viewed at existing industry research and bring some light
normal speed. The implication of this finding is into areas such as interactivity, PVRs, consumer
that allowing consumers to consciously reason targeting, and return on investment.

19 Thursday Theatre
Expert Briefing

Knowing Your Blogs from Your Pods


Simon Andrews, Big Picture

The world is flat.

Things have changed so much through digital technology that much


of what drove business in the 20th century is no longer valid in the 21st.

We’re all now used to email and the web, Blogs have become an important channel –
the mobile phone and the Blackberry, how does their ability to break news and
Google and PowerPoint. What did we drive rumour affect brands?
do beforehand?
Google have announced their intention to
Thomas Friedman’s’ must read book move into TV (they’re already selling press ads) –
“The World is Flat” details how digital when they can use their databases to determine
technology has changed business through what is the best ad to show each viewer – and
connecting people and led to outsourcing measure the effect – where does that leave
and insourcing and opensourcing, the growth media planning?
of China and India as major economies and
made the world a truly connected place – Over 1 million UK homes have personal video
a flat playing field. recorders and evidence suggests they avoid
the majority of advertising – so what is the
We think the marketing industry has a tendency future hold for TV advertising? (Carat predict
to believe they’re immune to these sorts a $40 billion switch out of US TV!)
of changes.
And as the BBC trial their media player –
We disagree; we think the new digital allowing users instant access to every BBC
channels will change marketing completely. programme of the last 7 days – and PVRs grow
in memory size ( the BBC have one that can
Over 100,000 people a week watch premiership store every UK programme shown in the last
football live – for free – through Chinese P2P week, what will the point of TV channels be?
websites – and thousands more search Google
trying to find out how to. What effect will that We can’t answer these questions but Big Picture
have on the next round of negotiations for was formed to help brands understand how
TV rights – and what does that mean for those the world is changing and to help them
advertisers who support TV with advertising experiment with new approaches to marketing
and sponsorships? and communications that might help them
survive and prosper in this new world.
8 million videos have been sold through
Apple for viewing on video ipods – with
no advertising. How does that affect the
TV audience for those shows?

20 Thursday Theatre
Paper

Access Panels: The Conditioning Issue?


Trixie Cartwright, and Martin Oxley, TNS and
Clive Nancarrow, Bristol Business School, UWE

Given the increasing use of online access panels, especially for ad hoc
research projects, interest in the validity of online access panel research
has heightened. The major thrust of the paper addressees one aspect of this
validity in the form of the thorny issue of panel conditioning –
myth or reality?

It asks when, if at all, might respondent Moving from theory to empirical work the
conditioning occur and, how can it be authors review and assess the evidence on
handled. What are the guidelines for conditioning from past studies and in the
online panel management rules? For process describe and evaluate different
example to what extent can the same research designs. The value of theory and
respondents be used in different waves empirical work to underpin rules on
of brand and advertising tracking research recontacting respondents are discussed in
and, if so, what should the rules be for relation to ad hoc projects and tracking projects
frequency of recontacting and intervals using fresh samples of respondents drawn from
between these recontacts? an online access panel. The authors describe
innovative exploratory research on online
To address these questions the authors first of tracking studies using the same respondents.
all define and present a typology of respondent One aim of the research is to develop rules on
conditioning. They argue there may be two recontacts that might eliminate any unwelcome
broad types of conditioning. The first is conditioning effects on key measures such as
conditioning that directly affects the mindset brand awareness, use, brand perceptions and
on a topic or product category. Examples advertising recall. These exploratory online
include possibilities of learning during the tracking studies are currently running in the
interview or after the interview as respondents France, Germany and the UK. Early findings
are sensitised to the topic, “the stimulus effect” will be presented and recommendations made
where the interview prompts the respondent regarding this potentially insightful way of
into action, “freezing” where a respondent tries conducting certain types of tracking studies.
to be consistent and resistance to change
where the interview acts to crystallise and
harden attitudes.

The second type of conditioning affects


the respondent’s disposition to the research.
Respondent motivation, honesty and research
‘savvy’ are potential factors. In the latter case
the conditioning, if planned and built into
the early stages of panel membership and
maintained, can be beneficial to the quality
of research.

21 Thursday Theatre
Paper

The Power of Conjoint Analysis and Choice Modelling


in Online Surveys
Ray Poynter, Virtual Surveys

The Internet has created new opportunities to use multivariate techniques,


amongst the reasons for this are: the fact that sample sizes tend to be larger
online and the power the Internet provides to use more complex designs. There
have also been tremendous advances in the mathematics underlying this field,
creating an exciting range of possibilities. This paper reviews how state-of-the-art
conjoint and choice modelling is being implemented via the Internet.
Conjoint and choice models have developed Most researchers will not be able to
over the last 30 years to allow researchers to understand the inner workings of the
quantify how much each attribute contributes Hierarchical Bayes, something which
towards the purchase intention of a product. will make many uncomfortable.
Early, paper-based, developments in this area
went from trade-off matrices to full profile The great improvements in online choice
conjoint (including ratings, pairs, and card modelling created by Hierarchical Bayes, and
sorting exercises). With the advent of CAPI being applied to Choice Based Conjoint and
new options appeared on the scene, in Adaptive Conjoint, should not blind researchers
particular Adaptive Conjoint Analysis in the to other innovations happening in this sphere.
80s and Choice Based Conjoint in the 90s. Max-Diff scaling is a new and radically effective
Towards the end of the 90s and to the current tool for applying a metric measure to complex
decade the methodological growth has centred scaling problems and issues. Build Your Own
on Hierarchical Bayes and the implementation configurators allow respondents to construct
has centred on the Internet. their own products or services and thereby
reveal their attribute preference structures.
Non-Bayesian statistics tend to be built on New options for measuring price sensitivity,
a paradigm where the hypothesis is held such Product Equilibrium Pricing allow the
to be true and the data conditioned upon researcher to harness the power of Internet
it. For example, if we assume that there is a to produce new, increasingly accessible, insight.
regression-based relationship, then we search
for the line of best-fit, and measure how well
the data fits our model. Bayesians hold the data
to be the given and condition the hypothesis
from it, which leads to new insight and options.

The great benefit of Hierarchical Bayes is that


it allows the researcher to ask each respondent
a sub-set of the choice questions, then calculate
the total distribution of results, and from there
work out the answers for the individuals – the
statistical equivalent to having your cake and
eating it. A potential problem introduced by
Hierarchical Bayes is the loss in transparency.

22 Thursday Theatre
Paper

Pilgrim’s Progress? How the Consumer Makes


Complex Decisions
Nick Watkins and Dr Miriam Comber, GfK-NOP Financial Division

Whilst many consumer decisions are quick and easy, it is unlikely


that these words would be used to define mortgage decision-making.
Instead, consumers are more likely to compare their experience to that
of the Pilgrim’s Progress – a long and arduous journey, made bearable
only by their desire for the ‘house beautiful’.

This paper addresses the implications for research of importance for the relevant decision criteria,
of lengthy and complex decision-making. than those in the middle, or at the end of
Given that the whole process can take months, the process. They also claim to use different
if not years, does it matter whether we interview information sources.
consumers at the beginning, middle or end
of the process, (assuming that longitudinal This suggests that we should interview only
quantitative surveys are ruled out on grounds consumers close to their final product choice,
of timing and cost)? Can we even define these since decision criteria are claimed to change
stages in a meaningful way? And if so, do we over time. However, a conjoint exercise on
need to classify respondents so that we can product features, included in the quantitative
impose quotas or weight the data? Does survey, generated results that were much more
this matter more for some types of research stable across the stages of the decision-making
than others? process. This suggests that, for product research,
provided we use something like conjoint to
The starting-point for this paper was an force respondents to think through the issues,
ethnographic study, carried out by GfK and don’t rely on top-of-mind stated importance,
Financial’s qualitative team, using ‘blogging’ a broader sample is acceptable. This may not be
to observe and interrogate consumers, appropriate when testing communications or
involved in the mortgage decision-making investigating information sources and channels.
process, for a period of two months in late In these cases it would seem advisable to
2005. This research suggested at least three accept the different experience levels but
main stages of decision-making – scoping, build them into the sample design and analysis.
choosing and implementing. Having said that, Any experience measure will need to reflect
decisions were found to be anything but neat not only how far the respondent is through
and linear, with examples of consumers the process, but also the buyer type since
‘bouncing back’ to earlier stages, changing the research also confirmed clear differences
direction or giving up entirely. between first-timers, movers and re-mortgagers.

A quantitative survey of over 1,000 mortgage


decision-makers was then conducted using
GfK NOP’s on-line panel. This confirmed that
consumers do observe changes in their own
behaviour and attitudes over time. Those at the
beginning of the process claim differing levels

23 Thursday Theatre
Training Workshop

Your Career: It’s a game of Strategy


Training Workshop led by Paul Cushing, RPCushing Recruitment

You don’t have to be a Bob Monkhouse fan to come along and join in our
game of ‘Career Fortunes’ (but a knowledge of eighties game shows would
give you a distinct advantage!).

Our fun, interactive session, based on Remember, as the good Bob once said:
everyone’s favourite game show, Family “Career Fortunes are never made by those who
Fortunes, will help you to look at career leave it to chance!” (...or at least we’re sure he
scenarios from a strategic angle. It will help would have said it if prompted!).
you to explore options and alternatives open
to you as you navigate your way through your Attendees will receive a comprehensive
individual career path. ‘Career Guide’ to take away from the session.

Some members of the audience will be split


into two teams as they arrive for the session.
People will then be asked to give individual
answers to career related questions, to give
a broad range of thoughts and ideas on each
topic. Questions could include:
What are the benefits of relocation?
How do I kick start a career in Market Research?
What options should I consider before
accepting a job offer?
How do I get to the top of my profession
within the next five years?

If a team answer matches one of those on the


score board, provided by our panel of experts,
audience members could be on their way to
earning ‘BIIIIG MONEY’ as they learn how to
progress up the career ladder!

Expert recruiters and client-side HR personnel


will be on hand to share their thoughts, pinions
and experiences with potential candidates
from the audience. Candidates will benefit from
informative guidance on good and bad career
decisions and a focused session on how to take
control of your own career destiny!

24 Thursday The Hub


Training Workshop

How to Market Your Agency


Training Workshop led by David Foxon, COI

The session will include practical guidelines for selecting, approaching and
presenting to prospective clients. It will also share some, hopefully, useful
insights of what to do and what not to do based on first hand experience
of both the agency and the client sides of the business.

A broad outline for the session is as follows:


Getting noticed: different kinds of
approaches, what works and what doesn’t?
Positioning the agency: why should clients
take the trouble to meet you, what’s in it
for them?
The credentials meeting: are you telling
client what they really want to hear?
Keeping your prospects warm: staying
in touch with your contacts without
pestering them.

25 Thursday The Hub


Training Workshop

The Web of Insights: The Art and Science of Webnography


Training Workshop led by Anjali Puri, AC Neilsen ORG-MARG India

There are many ways in which the World Wide Web has been transformational
for this generation. As a new medium of communication, as a catalyst
to globalization, as a dissolver of boundaries, as a source of knowledge,
as a virtual marketplace, and as a convenience in the daily business of living.

One of the most significant roles the web reservations that we need to deal with if we
has come to play in our lives, however, is are to truly make this a viable tool – and some
that of a social forum – a living, responsive, ways of bringing order and rigour to the chaos
interactive community that provides a means that the web can be!
of connecting as well as self expression.
The training and discussion session will comprise
While market research has gone some the best practices based on our own experiences
distance in refining the art of ‘online research’, with this method, as well as the experiences
the focus of online efforts has been largely on of other pioneering ‘virtual ethnographers’
using the internet as a tool to reach potential that we gather through secondary sources.
respondents efficiently. The potential of the
web as the object of study has remained Some of the issues that we cover are:
underexploited. It is this dimension of the The representativeness and ‘authenticity’
web – as a rich source of data on people’s of online respondents.
lives, interactions and collective opinions – What are the sources of data that we can
that offers tremendous possibilities in the access? Which are the best ‘texts’ to study?
years to come. How do the ‘findings’ of a webnographic
study compare with traditional qualitative
As qualitative research moves increasingly research/traditional ethnography?
towards ‘natural’ contexts – observation over
interrogation, ethnography over focus groups –
insights culled from natural conversations on
the web have even greater value. It is thus time
to take a closer look at virtual ethnography
(or ‘webnography’!) to understand its potential,
its limitations, and the best ways of going
about it.

‘Doing’ Webnography
While the advantages of webnography seem
compelling (particularly with audiences that
may otherwise be elusive or ‘closed’ to formal
research – for e.g., leading edge / tech savvy
youth), there are some obvious hurdles and

26 Thursday The Hub


Training Workshop

Connecting with America and Americans


Training Workshop led by Hy Mariampolski, Qualidata Research Inc

Whether you conduct research in the United States, sell products and
services there or you are just interested in visiting “across the pond,”
you will gain insights and information in this session.

Expect to be provoked and challenged by


Hy Mariampolski, author of the monthly
“Stateside” column for Research Magazine,
as you learn about the US trends that will
be influencing UK lifestyles, stimulating
opportunities or just creating a nuisance
for British marketers.

A key element of this workshop is an outline


of the major differences between American
and European cultures and worldviews.

You will learn how to leverage facts about


American culture:
The fixation on health and longevity.
The passion for sports and leisure pursuits.
The obsession with security.
The enduring strength of regionalism.
The realities of American demographic categories.

This presentation by an expert on American culture


and marketing guru will entertain, challenge
stereotypes, deliver valuable marketing insights,
and offer unexpected opinions.

27 Thursday The Hub


Conference Session

Pitch, Performance and Profit, Part Two


Chaired by Susan Rogers, Rogers International

The session will start with a very brief reprise of the Thursday evening
session for those unable to attend it, and will then examine the second
half of the statement – performance and profit.

The focus of the session will be what makes


or breaks the relationship.

Using the old “marriage” metaphor – the


session will cover not just the positive side
of the maturing and continuing deepening
and development of the relationship, but
also such things as “the 7 year itch” having
affairs, the blues, spicing up a relationship,
bad habits that creep in until they become
intolerable and relationship drift. The session
will feature a paper from Tom Peck (McDonalds)
and also stimulating contributions from Virginia
Monk (Network Research) and Danny Wain
(Research International). Profit will be
examined – thought not solely as an “ROI”
discussion, but also from a non financial
perspective such as examining the overall
“gain” for both agencies and clients together

There will be the top 10 wish list for maintaining


mutually fruitful relationship from both the
agency and client sides of the fence, and
we’ll examine the “true cost of divorce”.

The session will culminate with a Keynote


Speaker – Adrian Furnham, professor of
psychology, UCL, London, who will talk
about the body language of business.

28 Friday Main Hall


Paper

Culture, Communications and Business: The Power


of Advanced Semiotics
Katja Maggio-Muller, Procter & Gamble and
Malcolm Evans, Space Doctors

Since 2001 Procter & Gamble has worked with UK-based marketing semiotics
agency Space Doctors to evolve a substantial semiotic capability within P&G.
Our paper tracks this voyage of discovery – from specific semiotic projects
delivering fresh consumer insights and identifying brand opportunities to
realising an ambitious new dimension of learning and understanding by
installing semiotic knowledge in the client organisation.
The journey begins with a connection made In parallel, at the level we call Development
at MRS’s Research 2001 Conference: between Semiotics, we discuss various aspects of the
Michael Harvey and Malcolm Evans’s award design, management and implementation
winning presentation of the Guinness of an internal P&G semiotic capability. Topics
Competitive Advertising Decoding Kit and, here include: Space Doctors’ analysis of P&G
Katja Maggio-Muller’s vision of the competitive internal culture and discourse to assist ‘magic
advantage an extensive and practical bullet’ delivery of findings; the development
application of semiotics could bring to P&G. of customised semiotic processes and of tools
The Guinness project, delivering a tool kit the for measuring the impact of semiotic
client organisation could use to update for itself understanding to demonstrate return on
a semiotic map of global beer codes and brand investment; training in semiotics for P&G
meanings, suggested to Katja a tangible case people; and most recently the development
of semiotic thinking with concrete deliverables of intranet resources to co-ordinate semiotic
and measurable results – a good start point for knowledge across categories and geographies,
realising her vision of a P&G semiotic capability. facilitating meta-level understanding and
optimising reapplication of learning.
Looking back and reviewing four years of
subsequent co-operation and development In conclusion, at the start of a new chapter,
some clear highlights emerge: we share learning from a hitherto confidential
At the level of ongoing work we call collaboration. Some headlines: the need for
Core Semiotics there have been numerous more transparent and accessible semiotic
projects addressing specific challenges in processes so clients know what they are
culture and communications across P&G buying; the positive role for a marketing
categories and geographies. These include, function with client-side experience within
among many others, brand rehab work to semiotic consultancies; the semiotic dimension
develop more engaging advertising for ailing of branding which marketers increasingly need
P&G brands in particular European markets; to understand – the importance, as a point of
semiotic portfolio mapping for P&G brands difference, of cultural relevance and of how a
in specific categories North American brand speaks; and the emerging case for client
Beauty care, and designing a better model investment in something more fundamental
for understanding acculturation processes than just the occasional shot of semiotic insight.
among immigrants in host cultures – and
their implications for brand communication
targeting key acculturation stages or segments.

29 Friday Main Hall


Paper

The Value of Peer Research


Anna Pierce and Jaime Rose, Ipsos MORI Participation Unit

Last year our MRS conference paper ‘Fair Trade Research’ explored the theory
behind participative research and was received with interest across the industry.

Twelve months on it’s time to stop talking and start doing...

In this paper we argue that building sustainable evidence for the value of peer research.
connections with participants, using a ‘Fair Trade’ These experiences also helped us crystallise
approach is the cornerstone of successful considerations that should be kept in mind
research, and that this will become increasingly when involving peers in research. The paper
important in the future. draws on our experience to highlight the
key issues.
We are seeing increasing demand for
participative research, not only from social Finally, we end on a call to action. As we see
sector clients, but also from the private sector. it, the industry has three options: do nothing,
Recent projects suggest a fundamental shift go our separate ways or work together to
is occurring in the way organisations and ensure that we form meaningful connections
citizens/consumers interact. We wanted and relationships with our respondents and by
to give our clients (and sceptics within the doing so ensuring we will continue to not only
industry) concrete evidence for the value have a willing pool of participants for years to
of forming closer connections with participants come, but an engaged and empowered one.
as well as a detailed analysis of the implications
of adopting such an approach. In particular,
we focus on the value of peer research as a
good example of Fair Trade principals being
put into practice.

The paper draws on a number of recent case


studies involving peers at different stages in
the research process – from research design to
implementation, analysis and the trace that this
approach leaves behind. We include evidence
from an experimental parallel research project
we conducted for Drugwatch using executive
and peer interviewers, which utilised discourse
analysis to understand the differences between
interviews conducted by MORI interviewers
and peer interviewers. This experiment has
important implications for the involvement
of peers: not least because it provides strong

30 Friday Main Hall


Paper

Reconnecting the Prime Minister


Roy Langmaid and Charles Travail, Promise Plc

This paper describes our work with the New Labour strategy team in the
run-up to the British General Election of 2005. Uniquely this work features
the combination of brand analysis with insights from qualitative research
applied to political parties and figures.

In its application to a national issue it represents the electorate: in this particular election,
an example of the role of consultancy at the between Mr Blair and female voters. We point
highest level that we in the research community out the recommendations made towards
strive towards. In writing the paper we hope what became the Prime Minister’s reconnection
that others will take inspiration from the use strategy, widely reported in the media. We also
of creative techniques and cross-functional draw conclusions on the New Labour brand
methodologies to tackle the issues arising as a whole and upon the steps necessary to
when brands and their icons are damaged reinvigorate it by renewing the lens through
in the eyes of their consumers. which it was perceived by the population in
the run-up to the election of 2005.
The paper is divided into four parts. The first
describes the chronology of events in the Finally we point out that although treated
project and hopefully gives a sense of the pace with some incredulity at the time, the
at which the work had to be done to be useful framework of a complex emotional relationship
to key members of the New Labour team. with the British people that was adopted by
the Prime Minister was instantly picked up
The second section describes some of the and reworked by the media in the aftermath
methods and materials we used in the of David Cameron’s election as leader of the
qualitative work. Conservatives and may have become a new
ingredient on the British political scene.
The third section highlights some of the
thinking that went into constructing our
analysis of the problems facing New Labour
in the months between January – May 2005
and the recommendations we made to the
Prime Minister.

The fourth section discusses the outcomes in


terms of speeches and events that followed the
line of the strategic analysis up to polling day
on the 5th May 2005 and afterwards.

As a conclusion we stress the importance of the


emotional relationship between politicians and

31 Friday Main Hall


Paper

Bringing the Customer into the Heart of a


Technology Business
Mark Uttley, AOLUK and
John Scott, KSBR Brand Futures

This paper shows researchers how to connect as powerfully as possible


with the decision-making apparatus within client organisations.

It argues that: It demonstrates that research can be made


Decisions are made by people, influential not just for the people directly
not organisations. involved in projects, but for whole
People tend to respond to human truths organisations; and not just for the duration
more powerfully than they do to empirical of the project, but also after it has finished.
facts; you need to identify ways to get clients
as close to the critical bits of the actual
research process as possible.
People need to be helped and encouraged
to have ideas and to have the faith to act on
them: you need to make it fun, you need to
make it safe and you need to make it about
outcomes not processes.
Organisational culture means that ideas that
generate a currency are more likely to be
influential than those that are kept private.
The articulation or expression of ideas, and
the way you design and run your project
should both recognise this. You should make
your ideas graspable and make your project
highly inclusive.
To see what mileage there is an idea, you
should let consumers take it to pieces,
rearrange it and put it back together again,
and do this with the active participation
of your clients; don’t be precious about it.
You should ask yourself throughout: is there
a way to get more people to connect more
directly with the work?

Through a series of project design principles,


each described in detail and illustrated with
specific methodological examples from a major
AOL UK segment sensitisation and NPD exercise.

32 Friday Main Hall


Paper

Connecting People Across a Continent:


Mobile Communications in Africa
Jokke Eljala and Keith Bailey, Nokia and
Jane Gwilliam, Research International Qualitatif

In the Developed World we take material things for granted. To the extent
that goods and brands are seen as disposable and we all hanker after the
newest and the latest.

We assume ‘they’ in the Developing World That said, there are not just issues of affluence
cannot afford the ‘real thing’ and will be to take into account but environmental, cultural
happy with some ‘approximation’ of what the and political issues too. For example, what use
Developed World enjoys. Historically this has is the best mobile phone in the world if there
led to the ‘dumping’ of inferior goods and the is no obvious (and reliable) way of charging it?
marketing of cheap products which it is
thought ’will do’ for very poor people. Our work was not just born of altruism.
There was a need to learn about local
Our paper argues that such behaviour cultural meanings such as attitudes, values
is short-sighted in the medium/long term and motivations in order to understand how
for most product categories. Nokia and these things reinforce blueprints for action
Research International have undertaken and interpretation. There is an on-going
desk and original research in Sub-Saharan need to ensure that product offerings are
Africa and taken advice from researchers relevant, culturally sensitive and in step with
living and working in the region to socio-economic and political developments.
understand the needs, hopes and Whilst lowering cost margins to suit local
aspirations of local people. conditions, it is imperative that product
offerings are not patronising or trying to
A lot of information gleaned was already impose culturally, environmentally or
known in general terms but was quite ethnically irrelevant products on consumers.
shocking when collated and analysed.
Equally we have learnt that people’s Our paper explores these issues and how
aspirations transcend their temporal ability Marketing can connect with people in the
to acquire things they want and need. They most engaging, respectful and relevant way.
may have to buy the cheap products today It discusses how this work sparked ideas for
but are unlikely to be loyal to a brand which marketing activity and, most importantly, how
they believe has patronised them. In business this kind of work can contribute to clients’ and
there is often the mistaken assumption that researchers’ collective consciousness about
because consumers are low income they can developing markets.
be grouped into a single, monochrome group.
And we must not forget that the small
percentage of ‘better off ’ people in developing
markets may still constitute a very large
number of actual consumers.

33 Friday Main Hall


Paper

Packing a Punch: Using Packaging as Effective Advertising


and Communication to Build Your Bottom Line
Chris Sinclair, Ipsos MORI and
Andy Knowles, JKR

This paper focuses on how packaging has evolved into a critical part of a
manufacturers advertising, brand communication and sales mechanisms and
how the actual physical vessel and product container has become so valuable
in building resonance and relevance with consumers.

Facing the pressures of rising media costs, This paper will challenge you to change from
fragmenting marketing channels, and the testing your packaging as an after-thought
average retailer now stocking some 30,000 in research, and lay down the challenge
sku’s, manufacturers face two critical questions: to the floor that only with an integrated
How to support their entire portfolio. packaging design and research process
How to grab the attention of their component can any company truly
target consumers. influence purchase cycles.

Our paper will illuminate how manufacturers We will evidence this by including recent
are working with us – a design agency and and current examples of real products that
a research agency – to ensure their products dramatically increased their market share
and their packagings are key communication from design and research agency working
tools supporting and delivering sales on their in tandem. Although traditional research
own with little or no advertising or promotional techniques had shown identical appeal
support. By following some simple rules, using and purchase intent between very different
creative design and appropriate research, our packaging alternatives, we will show how we
paper reveals the steps you can take to address were able to sensitise research to choose the
these critical questions to support the product right new pack (and deliver e.g. 50% extra sales).
and deliver increased sales.
If you are a researcher, brand manager
So if you want to hear how to make or marketer who wants to identify how
connections with end consumers that to effectively build sales (without expensive
might just be useful to your own business, advertising campaigns), then come to our paper.
then please come along to our paper on
the afternoon of Friday 24th March in the
Main Hall – just prior to Richard Reed from
Innocent Drinks.

We will talk to you about knowing you


have built love at first sight with consumers –
from identifying the right creative essence,
the critical needs and how to translate
and optimise your ideas into effective
physical reality.

34 Friday Main Hall


Expert Briefing

The Cost of Cliché: Charts I Never Want to See Again


Nick Southgate, dfgw

Commercial pressures, industry trends and technological advances have all


conspired to fill many a debrief with illustrations, audio & video clips and other
multimedia embellishments. This might have made debriefs more colourful,
eye-catching, noisy and entertaining (although not always) but has it made them
better? Is the modern debrief more compelling than the debrief from yesteryear?

One of the tasks, and occasional pleasures, fetishisation of the debrief, this debrief looks
of being a planner is going to a lot of research to challenge the techniques and attitudes that
debriefs and reading lots of reports and make it possible for so much cliché to survive in
presentation decks. The dfgw team sat down the industry. By too easily embracing common
collectively and used the century’s worth of place or uninspiring habits in our methods we
collected experience between us to isolate the risk not only that style with obscure substance,
charts we feel we had seen too often. Far, far, but that it will suppress, obscure and destroy
too often. And, guiltily, that we knew we’d used the substance of research altogether.
ourselves in our younger days eager to please Furthermore researchers risk betraying their
and liven up a presentation. own talents and the very real, valuable and
pertinent insights they are perfect equipped
This paper uses extensive examples from to provide to their clients.
various areas where cliché has infected
the debrief. These include:
Illustration clichés
Marketing clichés
The science of pseudo-science
Brand Comparison clichés
Video clip clichés
Mood film and soundtrack clichés

This briefing aims to give immediate and


practical advice by alerting researchers to
the gathering swathe of cliché in debriefs
while also giving the point of view of a
research recipient.

More broadly the cost of cliché to individual


research projects and to the industry at large
is discussed. Cliché is the enemy of progress,
insight and clarity. Building on previous
conference papers and other publications
that have discussed the corrosive effect
of PowerPoint and the sure and steady

35 Friday Theatre
Expert Briefing

Connecting with Clients: Rethinking the Debrief


Mike Imms, Mike Imms & Partners in Development and
Audrey Niven, Listengroup

In this paper we argue that debriefs are a missed learning opportunity.


Our view is based on primary research amongst researchers and their
clients, together with a review of learning theories.

Our research found that most market research much of the real value of the findings is all
debriefs conform to a standard structure and too easily wasted.
style that can be summed up as ‘delivery’;
the researchers stand up and give a formal Ironically, when debriefs go particularly well,
PowerPoint presentation to an audience who the standard prepared structure is abandoned.
listen (with varying degrees of engagement). So why is it there in the first place?
Typically, some questions are asked and, if
there is time, there is some discussion at the end, We argue that debriefs should be about
usually in an unplanned and un-moderated way. exchange – with the audience playing a more
active role and responding to the findings,
This is one of the great and enduring ‘taken for rather than simply ‘taking delivery’. These
granteds’ of market research. Some innovation audience activities need planning, managing
is evident – usually in terms of smarter charts and and facilitation by the researcher and therefore
a more engaging ‘performance’ by the resenter require researchers to take greater account of
but still within the standard Delivery structure how clients ‘learn’ and how findings from the
and style. (There are of course exceptions to this.) research project are deliberated, integrated
and finally applied in the client organisation.
Close examination of the standard structure
(in combination with insights from learning Our proposal further requires researchers to
theories) suggests that most debriefs are recognise that ‘actionable findings’ and ‘being
relatively comfortable and undemanding more involved in decision-making’ is not about
for both presenter and audience. The mainly writing more of their own conclusions and
didactic, lecture-like style helps the researchers recommendations. Instead, we encourage
come across as authoritative and worthy of researchers to think again about helping clients
respect, but does little to engender the trust to integrate research learning for themselves
and rapport essential for the closer, more so they can go on to make effective decisions
collaborative agency/client relationships both based on that learning.
sides say they want. In addition, we must
recognise with some concern that this way We accept that this is more demanding for
of learning is widely regarded by learning researchers and clients alike, and requires
theorists as inefficient for our purposes. different skills, expectations and approaches
from both parties. However, we believe the
As learning experiences, our standard debriefs potential rewards for meeting this challenge
are substantively incomplete and, as such, are enormous.

36 Friday Theatre
Paper

Connecting with Elizabeth: Using Artificial Intelligence


as a Data Collection Aid
Craig Kolb, Ask Afrika and
Dr Peter Millican, Oxford University

This paper proposes a new approach to data collection in marketing


research. A simple form of artificial intelligence, commonly referred
to as ‘chatbot’ technology, is shown to provide a viable way of probing
open-ended questions.

Typically, open-ended questions in a Four criteria are proposed specifically for


computer-aided web interviewing (CAWI) or chatbot-based interviewing:
computer-aided personal interviewing (CAPI) Relevance of interviewer questions
environment, are left to self-completion. Avoidance of suggestion
Though economical, sometimes little benefit Relevance of respondent answers
is obtained, as self-completion often yields Maximisation of the volume of
superficial responses. An approach which information elicited
would allow a computer to ask open-ended
questions, probe a respondent’s initial answer Elizabeth performed well against these criteria,
to those questions, and create the sense that significantly outperforming the self-completion
the respondent is engaging in a conversation, method. Elizabeth’s operating techniques in
would result in far richer responses. this application are explored, and the reasons
for its success discussed. In order to advance
To explore the potential of such an approach, our understanding of what factors improve
a simple open-ended question ‘Why did you interviewing success on the four criteria,
choose your current cell phone network hypotheses are also suggested to direct future
operator?’ was asked of 10 subjects, who research into chatbot-based interviewing.
were successfully probed by a chatbot named
Elizabeth. The Elizabeth system was chosen for The paper concludes with a discussion of possible
this research because it is a general platform future developments of this approach to
which is powerful and flexible enough to be marketing research, and the potential for further
easily re-programmed for different tasks and applications of artificial intelligence in the area.
is well documented, while also being freely
available for non-commercial use. As such,
it provides an ideal platform for marketing
research practitioners to experiment with
chatbot technology.

Criteria for evaluating the success of


automated interviewing are discussed,
including Alan Turing’s test for intelligence,
it being concluded that existing criteria
are unsuitable for the marketing research
interviewing context.

37 Friday Theatre
Paper

Demystifying Blogs: Embracing Objective Conversations


Carmen Aitken, Ipsos MORI and
Will Corry, The Marketing Blog

Come and find out why leading edge companies and marketing professionals
are focussing on this fast growing part of the communication mix.
Come and find out how to reach and influence consumers... because for
many consumers, blogs are their key means for ascertaining information
and messages they believe are more accurate and more trustworthy than
above-the-line advertising.
We will outline:
The types & forms of blogs.
The implications of blogs as powerful
marketing and corporate instruments.
How to launch a successful blog (through
a live case study).

We will show:
How Blogs can be used to inform others about
you and how to find out what others are saying.
How to use headlines to grab attention and
how to create quality of copy.
Why entertainment is so crucial.
Opportunities and threats for manufacturers
and MR agencies?

We will help you understand:


Why brand owners should pay more attention
to on-line detractors and critics.
How to get your email audience to stop and
open a story.
When to embark on an objective conversation
New trends already emerging.
Why “small” is the new “BIG” (and why the
person running the ‘small’ has to think ‘big’).
You combine your website with a blog.
How to make your message translate
powerfully for readers in ways more creative
than generic claims on websites.

So if you want to hear how to connect in a powerful


and trusted way and to truly differentiate your
company, please come along to our paper on
the afternoon of Friday 24th March in the Theatre.

38 Friday Theatre
Paper

Connecting Insight with the Organisation: Knowledge


Management Online
Luke Allen, Nunwood Consulting and
Corrine Green, Nokia

To present a serious evaluation of the implementation of an online document


management system; the hurdles faced and overcome, and the financial and
social benefits gained. Through this paper, we are hoping to highlight the
need for researchers to adopt web technology in order to best share and
utilise the wealth of information available to an organisation.

Introduction
As researchers who use technology as a business focus for information. If people know where to
enabler, we at Nunwood have the opportunity look for information, or who supplied it, then not
to effect real usage of information by only will they be able to find what exactly what
developing intelligent systems to manage they’re looking for, but they will also connect
enterprise information. with a source that they can work with to gain
further insight.
The goals of research generation are, to
provide the right information to make This is a key focus of the paper, and one of the
an informed decision, and educating an potentially unseen benefits in centralising
organisation on key issues, where existing information resources and then using the same
information is not available. system to promote and publicise.

Locating, managing, and distributing this How the Contribution will Benefit the Audience
information is a universal requirement, We will stimulate debate around a topic which is
so efficient and simple access becomes vital to the continuing success of the industry.
crucial. Tools able to facilitate ‘find-not-search’ It will give delegates food for thought, and
solutions, and intelligent promotion of challenge the way they currently work.
information will offer a key business advantage
to those organisations that are aware, and People believe that storing files electronically
willing to invest in better information on a local server (i.e. in the yellow folders in
management systems. Windows Explorer) is sufficient for an enterprise
to ‘get connected’. However, this can become the
This paper is intended to promote further electronic equivalent of reports ‘collecting dust
discussion on this business need, and to on a shelf’.
detail Nunwood’s recent practical experiences
with Nokia and ALCB (Alliance & Leicester But compare this often restrictive approach,
Commercial Bank). A key objective is to provide with that of a company wide portal which
a detailed insight into why this need arose, returns relevant research and internal
and how it was acted upon. information, and intelligently connects people
with the information they need. The business
Social Aspects as a Focus advantages soon become apparent.
Developing a portal – a central meeting place
for people to locate information, creates a social

39 Friday Theatre
Training Workshop

Gaining a Competitive Advantage with Online Panels


Training Workshop led by Pete Comley, Virtual Surveys

This workshop provides a guide through the maze of determining how


best to work with online panels with information on the latest options
and opportunities.

The market for online panels is maturing fast have issues. Although the most frequently
within the UK and there are now a plethora of used techniques online are customer research,
options available to researchers. Many agencies concept testing, it is fast becoming adopted for
are wrestling with dilemmas over whether and/ a wider range of research including ad/brand
or how much more to invest in an online panel. tracking, ad testing and U&As. However the
At the same time, many in client companies are workshop also stresses the problem areas too
beginning to realise that running their own e.g. samples such as the old, socially deprived
online panel (or buying online field and tab), and tight location quotas, B2B, long/boring
can result in substantial cost savings. surveys, online qualitative – to name just a few.

Initially the workshop reviews the current Finally, the workshop looks at the future and
state of the UK online market, which is some likely scenarios. These are likely to include:
estimated to be between 5%-20% of UK online research increasing (together with
research now. Although not as big as places greater sample options becoming available),
like Holland and the USA, it is growing very but these changes will probably be accompanied
fast now. There are many established panel by decreases in costs and consequently the
providers and the workshop will consider how number of online companies may also decrease.
best to choose between them and typical costs These changes could therefore have major
that you may pay. implications for all researchers.

It will also provide guidance on how to set up


an online panel and current best practice for
panel motivation and management. It will
provide tips on how to recruit panellists
(e.g. using a variety of sources, how to avoid
abuse, etc). It looks at the research on panel
motivation, and reviews the options currently
available and the ones that seem to work best.
It will also examine issues such as professional
respondents; how best to avoid them and their
potential impact.

It also examines where online panels should be


used and where experience has shown them to

40 Friday The Hub


Training Workshop

Video Ethnography: Learning How to Conduct


Observational Research Using Film
Training Workshop led by Nick Leon, Naked Eye

Within the market research industry, video ethnography refers to


a research technique that involves primarily immersing oneself in
the lives of the people we wish to understand over a period of days
in order to learn about the relationship they have with products,
brands and services.

The session will offer beginners and enable participants to see recorded
intermediates an overview of the various observations through the lens of discovery.
different techniques used during the research
process in order to record true-to-life scenarios. How To Use the Output for Collaborative
Thinking in Organisations
Introduction on How to Conduct Video-Based Finally how do you gain maximum value from
Observational Research ethnographic research? Suggestions on how to
The opening part of the session will discuss the use the analysed footage across an organisation
importance of the fieldworker’s interpersonal to allow people to make connections between
skills to gain intimate access and rapport in ideas and to support a more joined approach
order to sustain observations. Discussions will to research.
include how the validity and meaningfulness
of the results obtained depend directly on
the observer’s skill, discipline, and perspective.
The value of ethnographic research it will be
discussed is in understanding the meanings
that people attach to objects and activities,
whilst also helping counteract the temptation
when studying other’s lives to read things into
them. A process will be outlined on the various
techniques ethnographers use over a typical
research period of 3-days. These include:
Day 1: Techniques to help blend in or be
accepted by a participant/group including
self-disclosure technique.
Day 2: Ways in which ethnographers engage
with people yet remain objective.
Day 2 and 3: Re-involvement – how to blend
in, how to become ‘invisible’ how to capture
and add meaning to key scenarios on film.

Minds-on Exercises: Analysing Film


This part of the session will involve practical
exercises in small groups. The exercises will

41 Friday The Hub


The Market Research Society
15 Northburgh Street, London EC1V 0JR
T: +44 (0)20 7566 1878 F: +44 (0)20 7490 0608
E: conference@mrs.org.uk W: www.mrs.org.uk/res06