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Trends in Insights from Research with Moms

Incorporating the voices of moms into relevant product development may help brands resonate more successfully with this powerful consumer force.

Mom & child using tablet

By The GutCheck Team

Oh, moms; where would we be without them? The person we each have to thank for life on this earth is also the consumer whom many brands have to thank for keeping them in business. Though it may seem sexist to saddle women with the childcare, clothing, and grocery shopping, the reality is that moms are often in charge of these household-related purchases. (After all, she does know best.) But the busy life of a mother is far more than the sum of her purchases, so brands looking to appeal to this crucial—yet often hard to reach—target audience must first gain a better understanding of how their products fit into the lifestyle, values, and functional needs of moms everywhere. Below are some of the most pertinent and eye-opening consumer insights we’ve gleaned from qualitative research targeting parents and moms in particular. Incorporating the voices of moms into relevant product development may help brands resonate more successfully with this powerful consumer force.

Moms Are Highly Skeptical of Health-Conscious Food Claims

When it comes to eating better, moms are looking out not only for their own well-being, but the well-being of their children and loved ones as well. In our Consumer Packaged Goods-centered market research exclusively targeting women with children in the household, we found that moms define healthy foods most often by what is left out: artificial ingredients, GMOs, sodium, fat, etc. This means they’re attracted to packaged food products with minimal processing, and know that these can usually be found in the perimeter of the grocery store.

“Even sugar-free and fat-free can mean that chemicals have been used to make these products this way. GMO is another definite red flag.” -44, Charlotte Hall, MD

But respondents reported a lot of confusion surrounding the terminology found on health-conscious food packaging, including vague terms such as “GMO,” “all natural,” and “organic.” Though attracted to the implications of this front-of-box language, moms place the majority of their trust in nutrition fact labels, verifying any supposed benefits therein. Though there are certain telltale signs of a healthier food product, including bright colors and nature-based imagery, moms agreed that certification and/or evidence that reinforces labels would greatly help assuage their general mistrust of CPG health claims. A compilation of moms’ tenuous understandings of health buzzwords can be found in the table below, and further implications for food product positioning and packaging can be found in the full report.

And They Prefer Creative Games That Can Grow with Their Kids

Keeping children entertained can feel like a near constant battle for parents, who would also love for their kids to somehow benefit mentally from their playtime. So when your child starts begging for a video game, how do you find one that’s stimulating, not too violent, and requires some brainpower? Our investigation into the preferences of parents of children ages 7-12 years old revealed that Minecraft is valued for its customizable experience and intellectual stimulation.

“Both my daughters always pick Minecraft first. They rush to their Kindles as soon as they are allowed.” —Heather, Children younger than 4, 7-9, 10-12

Parents found that Minecraft’s collaborative nature encourages interaction with friends and family, as well as enhances creative and strategic development. Minecraft is also praised for its lack of explicit violence and promotion of problem-solving skills—qualities parents feel are lacking in most video games. Yet perhaps the most valuable characteristic of Minecraft is that it can be accessed from multiple devices and is constantly being redesigned and rebuilt by the players, making for a game that grows with kids and always feels fresh. Parents believe Minecraft should pursue even more customizable experiences, including the way packages are priced. Parents also shared more about their attitudes and concerns about electronic games in general, found in the full executive summary.

Moms Want Toys That Will Last—Just Like the Ones They Hand Down

In our exploratory investigation of what parents look for when toy shopping for children six years old and younger, we discovered that oftentimes the best toys were actually bought for the parents—when they were kids, that is.

“My girls would and have played with all the toys I enjoyed. I kept many of my ponies and Barbies. Each of my girls has also revived a cabbage patch doll.”
– Female, 36, IA, children aged 10, 13, 16

Parents enjoy handing down sentimental favorites like Barbies, action figures, and toy cars; they are also willing to buy newer versions of older classics. This is in keeping with parents’ general aversion to fads when it comes to toys, placing a premium instead on original, unique finds that will make for lasting memories. Legos were deemed the favorite by parents and kids alike, namely for their unisex appeal, promotion of imagination, educational stimulation, and position as a proven classic.

“I make sure they are age appropriate. I look at how sturdy they are. I do not like to buy plastic junk. Also, whether or not they will outgrow them quickly. I like to buy toys that allow them to use their imaginations and be creative.” – Female, 40, FL, children age 4, 6, 8

Overall, when shopping for toys, moms are in it for the long haul: they want something that will not only last for years, but also hold their child’s attention, emphasizing creativity and/or cognitive development, as well as fostering social interaction and/or communication. Building blocks, play kitchens, art sets, and Big Wheels were commonly mentioned, while screen time was often limited, and dolls/action figures with unrealistic bodies were widely criticized. Parents lament that in the age of electronics, cheap plastic, and franchising, toys that meet the criteria above are often hard to find, so brands would do well to keep the standards of those who are buying the toy—not just playing with it—in mind. To learn more about what parents look for when shopping for their little ones, check out the report summary here.

And They’re Reluctant to Blow Their Cash on a Halloween Costume

Halloween is usually a blast for kids, but it can be a stressful, expensive nightmare for parents. When we asked parents for their thoughts on Halloween costume shopping, they insisted that having fun is the primary motivation, but staying in budget is considered a challenge. Even with respondents split between those who prefer to DIY and those who prefer to shop, all agreed that pre-made costumes from retailers are almost always overpriced.

“Cost is the biggest factor. Typically, if you purchase a pre-made costume, it’s flimsy material (not ideal for Ohio weather in late October), and it’s pretty costly. I can’t bring myself to spend $30 on an outfit [that] they will freeze in and wear only once. That would be $120 for my kids to wear for one night.” – Female, 32, DIY Group

Each group also had pain points specific to their approach. The DIY group enjoys the creation of the costume, but gets frustrated by the time it takes to assemble, especially if they can’t find the supplies needed, or the end product doesn’t turn out right. Meanwhile, the shoppers enjoy hunting for the right costume with their children, but get annoyed searching for the right size, as well as trying to find decent quality for a reasonable price. But both groups are willing to shop most anywhere to find what they need, including big-box stores, Halloween pop-ups, and fabric/craft stores, both online and in-person. And both draw their costume inspiration from a wide variety of pop culture resources, though the final idea comes to them in different ways.

Overall, both groups are looking to minimize costs as much as possible, with DIYers re-purposing items they own, and shoppers putting more effort into comparing selections and prices. All respondents requested more money-saving options from retailers, like discounts and sales, and one consumer even suggested a costume exchange of sorts. You can read the full executive summary to learn more about which aspects of Halloween shopping parents enjoy and which they would like to improve.

Whether you’re looking to help your shopper marketing resonate or just want to boost your market intelligence for future product innovation, keeping the voice of moms alive and active will help your brand meet their forward-looking, cost-conscious needs.

The Solution for Polling Accuracy: Less Logic, More Xenophobia!

The recent US elected landed a crushing blow to the research industry’s credibility. So what's to be done?

By Nick Drew

So, it’s happened again. After the British general election in 2015 and the Brexit referendum, now comes the latest blow to the reputation of the polling industry with Trump’s ‘unexpected’ win in the US presidential race. And, as ever, the opprobrium has already started, with the world seemingly placing the blame at the feet of those pesky pollsters. “Ohhhh, they got it wrong again!”, “Can’t they do anything right?!”.

It’s enough to make me wish I’d chosen a different career; one where I could quietly do a slapdash job, safe in the knowledge that when my and my colleagues’ failings came to light, nobody would care, nor suggest that they know better than us. Something like working in a telephone help centre; being a quality control checker on German diesel cars; or a rocket scientist. Around SpaceX’s latest rocket pre-takeoff explosion, there seemed to be quite a lack of people asking really, what are they all doing, it’s not that hard.

But after this latest crushing blow to the research industry’s credibility, and assuming that people are right – that observing the polling figures differently would have changed the result of the election – what’s the problem?

Well, there’s a clear trend of unconscious observer bias. A recent WSJ article demonstrated how the same set of polling figures can lead to quite different conclusions, with the specific predicted outcome depending upon the statistical models and personal interpretations applied by a pollster. And unconscious bias plays a large role in this.

Researchers are fairly smart people: educated, with a head for numbers, reasonably articulate, and able to understand the idea of a multi-cultural world. They’re also generally employed, and the industry is becoming, on average, younger and more female over time. But these very attributes are inherently limiting, and shape the way researchers think. Polling firms didn’t predict a vote for Brexit because to any logical person, the idea of the UK seceding from its continent is utterly ridiculous. Likewise, a Trump victory wasn’t widely predicted because the idea of a xenophobic bigot winning the most important job in the world through a popular vote is unfathomable – at least to logical, educated, reasonably articulate people who can understand the idea of a multi-cultural world.

So what’s to be done? Fortunately, the answer is clear and, indeed, easy. In order to break out of this limited mindset, and become better at predicting elections and referenda, research firms need to have greater diversity in their ranks. Forget women and ethnic minorities (those are so last year): the research industry needs to be employing more angry, old white people; those who didn’t finish school; men who like to grab women by the unmentionables; those who don’t like to talk through their problems, but instead want to rage at how the system is fixed. Most importantly, perhaps, we need to do better at hiring people who think that foreigners are to blame for everything, and for whom a weird mix of national isolationism and imperialism provides the ideal solution to all the world’s problems. Only then can polling firms break away from the tyranny of the logical approach, and start to better understand and more accurately predict the views of the electorate.

Nick Drew is VP, Strategy & Insights at Fresh Intelligence. The views above are his own and not intended to be taken seriously.

Which 15 Cool Companies Get A Shot At $20K In Cold Cash?

Here are the final results from the open voting phase of the most recent Insight Innovation Competition, and details on what happens next.


The Insight Innovation Competition has been one of my absolute favorite initiatives since Ray Poynter and Pravin Shekar suggested it as part of the very first Festival of NewMR six years ago.  The idea of developing a research-centric innovation competition for young companies to gain exposure, support, and capital was something new for our space, but from it’s inception the response from the industry has been phenomenal. To date over 150 companies have entered and 57 have made it to the final round, with 10 winners  going on to win the prize.  Many of the participating companies have received funding or been acquired, with even more going on to organic success through new clients and partners.

In short, the IIC is making a difference for all stakeholders in the marketing insights space, and that has always been the goal. We’re thrilled it continues to evolve and deliver on that promise!

In this most recent round, 15 companies officially threw their hats in the ring, and it is an amazing group of participants pushing the boundaries of innovation in market research.

Here are the final results from the open voting phase. Click here to go to the site and check out each of these great entrants!

Idea Votes
Innovative Library Management Using Holographic Projection Technology 252
PROMPT: Predictive Test Marketing 243
delvv.io 208
Conjoint.ly 150
EyeSee Research – Neuromarketing in cloud 113
CAVII-Retail, powered by OSG ASEMAP and IBM WATSON 63
NeuronsHub — A Dashboard Solution for Neuroscience Research 40
Seedling 34
weseethrough 28
Cross-platform TV and radio attribution analytics 25
Plotto 20
Cognitive Brand and Consumer Insights from Unstructured big data 8
Unomer 5
Revuze – Analyst in a Box 4
Branded Mobile Communities Engage Audiences with Content and Reward Loyalty 4

The crowd voting is just the first part though. 5 finalists and 1 wildcard will now go on to the Judging round at IIeX EU in Amsterdam, and here is what they are competing for:

  • $20,000 cash award.
  • Exposure to large international audience of potential prospects, funding partners, venture capitalist and angel investors.
  • An invitation to present at the next Insight Innovation eXchange
  • An interview to be posted on the GreenBook Blog, viewed by 36,000+ industry professionals per month
  • An opportunity to work with successful senior leaders within the market research space

So what happens now?

The companies that will go on to the Judging Round and their chance to win $20k and all of the other benefits of making it to the finals are:

Entrant Votes
Innovative Library Management Using Holographic Projection Technology 252
PROMPT: Predictive Test Marketing 243
delvv.io 208
EyeSee Research – Neuromarketing in cloud 113
CAVII-Retail, powered by OSG ASEMAP and IBM WATSON 63
WILDCARD: weseethrough 28


On February 20, 2017, as part of Insight Innovation eXchange Europe 2017, the finalists will present their concepts to a panel of judges comprised of sponsors of the competition in a live event. Each presentation will last 10 minutes: 5 minutes to pitch and 5 minutes for Q&A from the judges. The panel of judges will be moderated by Gregg Archibald, Senior Partner at Gen2 Advisors. and the panel of judges include

  • Vijay Raj (Unilever)
  • Jeff Krentz (Kantar)
  • Reineke Reitsma (Forrester)
  • Melanie Courtright (Research Now)
  • Dan Foreman (Hatted)

Using a 10-point scale for each category, judges rate each presentation on:

  • Originality of concept
  • Presentation quality
  • Market potential
  • Scalability
  • Ease of Implementation

On February 21st, 2016 we’ll reveal the scores. The highest final score wins. The winner takes home the pot and chooses which of the judges they would like to engage with afterwards as a mentor.

A BIG thanks needs to go out to our IIC sponsors who fund the prize:

The judges have their work cut out for them. Each of these entrants have immense potential, and any of them could easily take home the prize! But, there can be only one who will take their spot along past winners of the IIC:

The other five will be in good company as well and will join the 50 other finalists who have gone to great success even though they did not win the competition:


Although the other companies that entered won’t get a chance to present to the judges and win the prize, since we believe everyone deserves as much attention as possible and should still have a chance to network with the potential clients, partners, and investors at the event we’re working on creating some additional session space in the agenda right now for a few of the runner ups so they will have an opportunity to make short presentations on their capabilities and business use cases to attendees.

It’s not too late to grab your ticket to IIeX so you can experience these (and many more!) great innovative companies first hand. Don’t be left out from meeting the companies that will be driving the future of the industry and exploring how they can work with your organization to deliver insight innovation and impact!

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The 3 Generations of Social Listening & Analytics Tools

What differentiates the more than 1,000 social media monitoring tools that are currently available?

By Michalis Michael

I am writing this blog post as I travel at 300 Km/hour on the Eurostar towards Brussels – from London – on a Sunday afternoon. I am heading to my second consecutive participation as a speaker at LT-Accelerate; a conference about language technologies, not the usual market research conferences that I attend.

Last year at LT-Accelerate I spoke about rich analytics for social listening and stressed the importance of semantic analysis and accuracy; this year I will be describing what differentiates the more than 1,000 social media monitoring tools currently available out there.

Looking at this from a market research and customer insight perspective, we categorised the social listening tools into three generations:

  • GEN 1: sentiment accuracy less than 60%, search based topic analysis, limited attention to noise elimination, automated sentiment analysis in usually one or two languages only
  • GEN 2: sentiment and semantic accuracy over 75% in any language, inductive approach to report topics of conversation, significantly reduced noise (less than 5% irrelevant posts)
  • GEN 3: In addition to what Gen 2 social listening tools can do, those few that can be classified as GEN 3 can also detect emotions, analyse images in an automated way for brands in terms of theme and possibly sentiment, and they offer guidance for integration with consumer tracking surveys and other data sources and profile users.

If you want to know what generation your current social media monitoring tool belongs to, all you need to do is ask your vendor what is their sentiment and semantic accuracy and whether they can detect emotions and analyse images for insights.

The main reason I go to conferences such as this one is to demonstrate thought leadership in the field of market research and customer insights, with the hope that prospective clients, partners, and vendors will come forward and initiate conversations that could develop to become mutually beneficial deals.

Last year only half of the conference delegates showed up because of the terrorist attack that had happened in Paris. Brussels was on a high terrorist alert that started the Sunday before the conference; the prudent thing to do was to stay at home and switch to a skype presentation as some speakers did. My take on the situation was that a city is at its safest when it is on high alert, so I decided not to change my plans. Indeed as I arrived at the train station last year and on the way to my hotel the streets were deserted, apart from armed soldiers. It was eerie but funnily enough it felt quite safe.

So here I am again this year on my way to the Brussels Central station and in the absence of a red alert due to terrorist threats I sort of feel less safe. I am making a mental note to remain vigilant and pay attention to what is going on around me; look out for any suspicious behaviour in other words.

Enough reminiscence, back to the essence of this post: I am sure there are other meaningful ways to categorise social listening tools and I would be very interested to find out how other people classify them. Maybe a plausible way to classify them is according to the use case of each one. Maybe another is the target customer/department the tool was created for, such as:

  • PR
  • Communications
  • Operations
  • Customer Service
  • New Product Development
  • Customer Insights

In my opinion around 98% of the current tools on the market belong to Gen 1, around 1% belong to Gen 2, and only a handful belong to Gen 3. I would not be the least surprised if only a handful of social listening tools meet all Gen 3 criteria. Clearly, only Gen 2 and 3 tools are suitable and can be used for market research and customer insights. Gen 1 tools would be disqualified from the get-go, if nothing else, due to the noise (irrelevant posts) that is analysed and included in what is reported to the user as relevant.

How do you classify social listening tools? Please feel free to share your approach with me on Twitter @DigitalMR_CEO.

Growing the Industry by Funding More Research – Part Five

Collaborata is the first platform that crowd-funds research, saving clients upwards of 90% on each project. We’ve asked Collaborata to feature projects they are currently funding on a biweekly basis.

By Peter Zollo

Editor’s Note: Welcome to our next post featuring two insights projects currently offered on Collaborata, the market-research marketplace. GreenBook is happy to support a platform whose mission is to fund more research. We believe in the idea of connecting clients and research providers to co-sponsor projects. We invite you to Collaborate!

Collaborata Featured Project #1:

“What Really Happens in the Produce Aisle: Mobile Shop-alongs”

Purpose: This study will uncover true “in-the-moment” purchase decisions made in the produce aisle. You’ll learn the degree to which price and promotions, organic, non-GMO, appearance, displays or other variables impact the actual produce purchase.

The Pitch: This quantitative mobile shop-along, leveraging geo-fencing technology, will capture what consumers are really doing in the produce aisle. You’ll learn if they stick to what they claim is important to them, while gaining rich insight into the purchase-decision tree, barriers, and drivers. Because of this study’s unprecedented scale, you’ll learn if behavior differs by type of store and the generation of the consumer. Become a co-sponsor and get input into the project now! Check out this video to learn more.

Who’s this for: Produce boards, brands, and retailers

Who’s behind this: Cooper Roberts Research, a full-service market research firm, who’s conducted close to 100 produce studies.

For details on becoming a co-sponsor: Click here or email info@collaborata.com

Collaborata Featured Project #2:

“What’s Hot & Not in the Digital Economy”

Purpose: The first wave of this new qualitative research series, which will include 8-10 mini-groups based on San Francisco, will distinguish between what’s truly exciting consumers in the digital economy and what they see as simply hype.

The Pitch: Tap into tech-forward consumers on a quarterly basis to see why some new ideas are being adopted and others are not. Your company will participate via a live streaming link and receive a Rapid Output Report and consultation from the researchers. This first wave will provide new insights on how consumers value and prioritize digital wallets, payment tools, and share-economy apps.

Who’s this for: Tech companies developing new consumer products and tools, and all brands needing to better understand what consumers want when it comes to digital payment.

Who’s Behind This: Scoot Insights is a quick turnaround qualitative consultancy offering a streamlined methodology to deliver insights faster without compromising on quality.

For details on becoming a co-sponsor: Click here or email info@collaborata.com

Data: It is…ALIVE!

It’s not data that should drive marketing; it’s the needs of your product.

Dr. Stephen Needel

So help me God, I thought we had killed it. The idea that Big Data, in and of itself, was something to embrace, that is. For two years now, the discussion shifted from why you MUST have Big Data (and invest millions to have it) and hire a fleet of data scientists to analyze it (because it’s too complicated for the average researcher). Instead, we started talking about small data, which might be a piece of big data, and how to use it. In many forums, including GreenBook and ESOMAR, I argued that it’s not data that should drive marketing; it’s the needs of your product.

And then today, I pick up the November issue of Quirk’s (sorry Steve, I’m a month behind), and there’s the lead article telling us we have to be data-driven or we’re doomed to failure. The key points of Lawrence Cowan’s missive (http://www.quirks.com/articles/2016/20161105.aspx) are:

  • Data is one of the most important aspects of achieving a competitive advantage.
  • The ultimate goal is to create a business where data is leveraged to create real value (as opposed to fake value, I guess).
  • Data is a basic requirement for business, not a cost item.
  • You need a culture of “data-driven-ness” where you have to promote, train, and enforce the use of data (I’m picturing the corporate data police state when I read this).

I beg to differ. A lot. With all due respect to my friends who sell data for a living, you all mostly do a great job and provide a useful product. But data is data and data is not going to save a bad product or a bad company. Such a focus on data strategy and a culture of “data-driven-ness” across the company, as the author suggests, diverts attention from what is really important for businesses to thrive.

What’s really important is understanding where your product fits in the universe. Okay – maybe not in the universe, but in the store where people buy it, as part of a category of similar products. In these days of dwindling research budgets, data acquisition needs to be a focused activity. Otherwise, you are left with mounds of unused or unusable data that is not getting you the information you need.

We get to this focus by having a “theory” about your brand. I put “theory” in quotes because it does not have to have all the formal aspects of a scientific theory; its one formal requirement is that it has to be true. This theory will tell you:

  • Why shoppers buy your brand.
  • Why shoppers don’t buy your brand.
  • How sensitive is your brand to various marketing activities.

It is that simple. Once you know the answers to these questions, your marketing is dramatically simplified and your energies can be focused elsewhere. You might let this product go on autopilot. Or you might focus on improvements targeted to non-buyers. Or you might try and come up with some creative marketing that hasn’t been tried before. But most important – you don’t have to focus on data every day. Your knowledge gaps will tell you what types of data you need – and in a multi-brand company, that’s likely to be different for each brand. Your research needs will be focused on testing ideas generated by what you know – and what you don’t know.

We are not advocating that companies should ignore data. But they should not be data-driven either. The data comes from research needs which come from information needs which come from the brand theory – not the other way around. Let’s kill this idea before it once again stalks the countryside.

The Latest GRIT Report Has Arrived!

The latest GreenBook Research Industry Trends Report, using data collected in Q3 & Q4 of 2016, is now available!

The latest GRIT Report is here! This edition uses data collected in Q3 & Q4 of 2016.

For all things GRIT, head on over to the GRIT homepage, where you can download the PDF of the report, view the report online in magazine format, download the GRIT infographic, analyze and explore the data using OfficeReports, or sign up for the GRIT Panel.

You need to know where the industry is going to make the right decisions for your organization – the GRIT Report is the strategic planning tool to help you do that.

The GRIT Report is the leading and most comprehensive survey of the market research industry. This edition uses data collected in Q3 and Q4 of 2016.

In this wave, we focused on topics our readers depend on GRIT to provide including adoption of emerging methods and technology, trends impacting corporate researchers, and financial forecasting.

We also explored new question areas related to topics like:

  • Marketplaces
  • Artificial intelligence
  • The use of non-traditional data sources for insight generation
  • Client satisfaction levels with Suppliers and drivers of satisfaction
  • Corporate Researcher goals
  • Hiring trends and training resources
  • Information sources used by the industry

This edition of the GRIT Report dives deeper than ever to offer better guidance and help chart the course of our industry as an invaluable strategic planning tool. We hope the GRIT Report is a touchstone for you and your team to understand what is happening, what it means, and what you should do to adapt.

Want a sneak peek at some of the key findings in the report? Here is a handy shareable infographic, courtesy of our friends at AYTM. You can click on it to make it bigger or download/share it.



The GRIT Report is made possible by our many research and sample partners, who have contributed significant time, energy and resources to the GRIT effort and deserve a huge THANK YOU for their support.

Our Research Partners include: AMAI, ARIA, Ascribe, AYTM, Gen2 Advisors, Happy Thinking People, Lightspeed GMI, MROC Japan, mTab, NewMR, OfficeReports, PROVOKERS, RecollectiveRemesh, Research Now, Researchscape, Stakeholder Advisory Services

Our Sample Partners include: ACEI, AIM, AIP, Asia Pacific Research Committee (APRC), Australian Market & Social Research Society (AMSRS), AVAI, BAQMAR, BVA, CASRO, DatosClaros, ESTIME, feedBACK, GIM Gesellschaft für Innovative Marktforschung, LYNX Research, MRIA, MRS, MSU MMR, NGMR, NYAMA, OdinText, Qualitative Research Consultants Association (QRCA), SAIMO, Sands Research, The Research Club, Toluna, University of Georgia / MRII, UTA, Vision Critical, Wisconsin School of Business, Women in Research

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Encouraging Clients to Share Experiences at IIeX

Babita Earle from ZappiStore shares why she is excited to attend IIeX Europe.

By Babita Earle

Editor’s Note: Here is another post in our series where innovators and clients tell us why they are travelling to Amsterdam in February 2017 to take part in IIeX Europe. Here is Babita Earle’s story – you can find out more about Babita from here IIeX speaker profile. If you would like to submit your reasons for attending, email us you suggested post as soon as possible.

At IIeX I will be moderating a client panel, ‘The Future is Fast’. The aim of our panel is to bring together insight and marketing professionals from a range of Industries to engage in a conversation about how their worlds have changed and our changing. The panel will follow this up by investigating how we as an Industry can continue to provide value.

I am really looking forward to being at IIeX 2017, as it will be the first time I will be attending an IIeX event. Having been in the research industry for over 19 years, I am aware we need to increase the pace at which we drive change, disrupt the way we do things and ensure we adopt the best technology has to offer.

Networking and hearing from a group of like-minded individuals who are motivated by ensuring our Industry makes an impact in the smartest and coolest way possible is very exciting. The agenda for the conference has a nice blend of speakers from the leading digital organizations through to start-ups. I am sure this will provide a platform for a great debate on the future of our Industry, spark new ideas, leaving me inspired. I am also intrigued about learning more from organizations that are new to me but can provide a great opportunity for partnership.

My motto is to always learn something new everyday. I have a feeling I am going to fill my 2017 quota in the 2days at IIeX 2017

Looking Forward to Fresh Voices in Amsterdam

Danielle Todd of Relish Research shares what she is looking forward to most at this year's IIeX Europe conference.

By Danielle Todd

Editor’s Note: This post is another in our series where innovators and clients tell us why they are travelling to Amsterdam in February 2017 to take part in IIeX Europe. Here is Danielle Todd’s story – you can find out more about Danielle from her IIeX speaker profile.

The presents are unwrapped, and the final empty wine bottles have been recycled, but no January blues for me. Why? Because not only am I happy – like most people – to shake off the uncertainty and general horrors of 2016, but February signals the market research conference I most look forward to every year: GreenBook’s IIEX EU.

Terminology such as ‘innovation’ and ‘disruption’ are routinely bandied around in our industry, and it can be a challenge to seek out learnings around these themes that can truly progress and shape our thinking. But IIEX rises to the challenge and then some. In the inspiring and historic Beurs van Berlage in one of the coolest cities in the world, Amsterdam, the industry’s most enterprising minds meet, discuss and debate what we do, and what we could and should be doing.

Although there are many reasons to get excited by IIEX, here are three of mine in no particular order:

  • Fresh voices: The new speaker track established by Annie Pettit. Annie is tireless in her efforts to ensure everyone who has even the tiniest dreams of being on stage has a fair chance to fulfil their wishes. All submissions are from brand new speakers, and consideration was especially given to those who would normally be overlooked for a speaking slot, such as a junior or support role individuals. Finally, they had to fulfil all the usual speaking criteria for IIEX. As a young researcher myself (just about!), how refreshing to see speakers in junior roles or support roles embarking on their first conference presentation. I suspect this track will provide fresh perspectives and quite a few fascinating case studies to watch out for.
  • Innovation 2.0: Whether it be through increasing impact through automation, rather than simply talking about automation, or breakthrough implicit research technique, rather than speaking to the need to access System 1 thinking through implicit research; IIEX not only offers innovation as standard, but speakers who are not afraid to fail, and present practical case studies demonstrating disruptive thinking. Moreover, intimate roundtable discussions, like the one I’m chairing on the morning of Day Two, provide the opportunity for real training and tips on best practice for innovating what we do.
  • New connections over ‘old cheese’: Please forgive the in-joke, but a translation blooper that was supposed to say ‘mature cheddar’ refers not only to delicious sandwiches but provides the perfect meeting ground for chatting with likeminded researchers. I’ve met many interesting people, debated innovations and sparked new friendships, all over the tasty lunches provided.

I am very much looking forward to the thought-provoking content, innovative learnings and ‘old cheese’, but mostly looking forward to seeing you all there!

Scooting from San Francisco to Amsterdam for IIeX

Janet Standen of Scoot Insights shares what she is looking forward to most at this year's IIeX Europe conference.

By Janet Standen

Editor’s Note: This post is another in our series where innovators and clients tell us why they are travelling to Amsterdam in February 2017 to take part in IIeX Europe. Here is Janet Standen’s story – you can find out more about Janet from her IIeX speaker profile.

I will be scooting over to Amsterdam from San Francisco in February for IIeX2017, not just because Scoot Insights is going to share some stories about the power of fast-turnaround, real-time qual, but also because I learned so much when I attended last year’s event!  How powerful it is to have some of the brightest and most forward thinking companies in the research arena, all together in the same place at the same time, sharing their experiences, discoveries and techniques that have made a difference in so many diverse businesses.

Yes, yes, you can listen-in on webinars from afar, and you can scroll through any number of blogs on-line, but NOTHING beats the power of being there in-person to hear first hand what these bright minds have to say AND get to discuss what you’ve heard and learned with fellow attendees in between the sessions, not to mention the opportunity to drop by and see some key vendors at their booths, for an informal chat so you can decide for yourself whether there is real value in following up with them after the event to hear more!

I personally can’t wait to hear how “Unilever Knows what it Knows,”  “How Reckitt Benckiser Reinvented the Innovation (Research) Process,” “A Researcher’s Guide to Capturing the Fleeting Spirit of Youth,” and how Mazda leverages “System 1 Driven Brand Insights.”

Which, of the over 100 talks, excites you the most?  You can check out the agenda here.  Plan ahead so you don’t miss out on the ones that you really KNOW you will learn from so that you can take your new knowledge back to work and make better research happen in your organization.