Live from TMRE: Day 3 – what a day wth Intel, Disney, YouTube and Microsoft BING (and CIA)…

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Could there be another fourth TMRE day ? Should there be one? Hmm, I think we all have to go back to work and do interesting research stuff and thinking.

But I will bring a lot of interesting thoughts back with me to Germany. I saw a lot of interesting sessions and talked to a lot of interesting people (some which I only knew from Twitter). But before I’ll have to leave I would like to share my thoughts on this third day of TMRE.

I started the day with the two keynotes, “Why Bad Behaviour Is Good Politics by Bruce Bueno”.
He started with some interesting sentences:

“Earthquakes are deadlier in Iran or China than Chile, Honduras or Italy”
“All of the world’s top universities are in democracies”
“Iraq exported baby formula and food in the 90s while over 500.000 of its children died needlessly from malnutrition and disease”

Then another quiz:
You want job security? Huge income? The need to do want you want? Everyone should praise you? Looking for perfect job privacy balance? Become a dictator! 🙂

Bruce drilled it down to five rules, applicable for all organizations (families, charities, companies etc.)

1. To be a successful dictator rely only on as few people as possible, only use a small coalition of supporters

2. Get a small “coalition” of people and drawn them from a large pool of people, the larger the better. It is important that they know that they can be are easily replaced.

3. Tax max! Get out of customers as much as possible.

4. Pay your coalition just enough so they don’t think to switch to the other side. But don’t pay more than that.  If you pay them too much, they are able to gain wealth and spend the money and at the end fights you.

5. Don’t waste money on improving the lives of the people you rule. They aren’t important because you don’t benefit from them at all

Very charismatic speech, but I didn’t really get the connection to market research, promise to think harder 🙂

The second one was Jeremy Gutsche, founder of Trendhunter.com, again a very engaging presentation. You could see that he is a “man for the stage”.

He was all about two different trends in recent times:

1. The supremacy of culture

2. The tragic return of gut instinct (which we don’t like that much 😉 )

He pointed out that market research used to be driven by product. But that isn’t hitting the nail anymore. It’s about experience. Most of the companies sell products, but consumers buy experiences (see Harley Davidson).

So, to his point of view, we are hunting for the cool stuff, because cool stuff is unique, cutting edge, viral, the next big thing… So you’ll have to create a culture!

Great case study about littering. See the answer from the research and the execution from ad agency and goolge for “Don’t mess with Texas”. Here is the link 

Most important notes for me: Create a connection to the research! Or connect the research to an experience!

Then I went to some cool sessions. YouTube, Disney, BING, Intel…
Good stuff:

Sundar Doraj-Raj from Google showed how to measure the impact of advertising. They have instream ads, overlays, banner / rich media and promoted videos (yes, they belong to google)

And YouTube is incredibly growing. 3 billion views a day, 48 hours of videos uploaded every day… Why is this important? It is, because they earn money with this. 2 billion monetized views every week.

So they did some experimental designs and found out that instream ads (those that are running prior to the video you choose) are most disturbing the users. Not surprising at all, because they stop you from doing what you want. This is getting slightly better when the instream ad is skippable, but this kind of advertising remains one of the most critical issues in terms of usage and visiting YouTube.  But be sure they will react on this.

I also heard some inspiring words about culture in a creative organization from Yoni Karpfen, Consumer Research Club Penguin (Disney). It was very impressive to see how children aged 6 to 12 deal with daily politics in a playful way (like 9/11, breast cancer day or Japan tragedy).

But this kind of product need perpetual creative development and the question is how to do this and what to develop next? Yoni led us through their research process which delivers a highly creative experience. They listen to the players, live and breathe the experience. And they have a huge community support team which is connected to the users anytime.

They are trying to make research free or cheap instead of expensive, fast instead of slow, friendly instead of controversial, trustworthy instead of questionable, tailored to the audience instead of complicated and cool & fun instead of boring. And of course they have to in order to fuel the creative network and their core business…

How? Inspiration meets information, creative has to be compatible to operational. Empathy is the key, and that itself refers to culture. 

Microsoft / Bingis measuring social network conversation and WoM to understand how Gen Y is talking about their brand to get more emotional connection insights of Generation Y. They better do, because 10.1% of Gen Y visits MSN.com on a monthly basis. So MSN and Bing’s target for 2011 has been Gen Y for all their media spend & targeting. It is a little bit confusing, because Lise Nicole Brende told us that the Bing research team mainly consists of Gen X researchers. So how can Gen X researchers deep dive into the habits and rituals of Gen Y (but this is another story…).

They moved their attention towards so called Connected Socialiszers (Facebook centric) which produce 47% of all BING searches. In former time they focused on Information Seekers (responsible for 20% of BING searches).

We heard a lot about Gen Y then, taken from the Cassandra Report, and how BING tries to adopt these findings. They constantly try to get in touch with this optimistic, control demanding, group oriented and sometimes overwhelmed and stressed Gen Y. One of the key assets BING has is Gen Y trend seeker panel, providing feedback to them, a very interesting and valuable source.

Last but not least I attended the session by Intel about Experience Driven Innovation. It was again very interesting and presented on a high level.  Tony Salvador was pointing out that Intel is looking for long term evolution trends to use for corporate development. He said that experience that is based on data is future. It delivers new ways of business, new way of making money, new ways of interacting. And he left us with 5 take aways:

– Exchange drives markets
– Many markets are comprised of people
– People have values and they seek value
– Organized complexity is right there
– Cultural values in Flux drive Expertise

I have to say good-bye for now. See you later! Don’t forget to follow me on twitter @olympiamilano 🙂

Btw, for more check out the gorgeous twitter hashtag #TMRE

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Marktforschung mit Leidenschaft mit jeder Menge Erfahrung wie Research für Marketing, Strategie und R&D nutzbar gemacht wird

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