MODERATOR: Jeff Todder – SVP, Director of Advertising Analytics, Citi Brands
There are new dangers in conducting research today. How do you come up with data and insights that are valid, verifiable, affordable and timely too? What can you do differently (with the resources you have) to get the data you need for business success? Find out about new, immediately-useful techniques from these experts suggest “do this; but don’t do that.”
Measuring What Matters Most: Monitoring Brand Vitality to Set the Direction for Growth
Two years ago Cisco was at a crossroads. It was well-known, admired and expanding. However, Cisco wanted to build its influence among new audiences and position the brand for rapid growth. It had reams of data but none indicated what to do next. By focusing on “relevant space” these speakers devised a new method to reuse old data and quickly assess brand health, detect relevant new opportunities, and put the customer in the driver’s seat for steering Cisco towards brand growth.
Bryan Maach – VP, Marketing Research & Analysis, Cisco Systems
Dennis Murphy – VP, Technology Practice, Directions Research
Online Sampling – What’s the Catch? Comparing River Respondents to Panelists
How do you get the best consumer sample and most valid research results the fastest for your brand? This study will closely compare “river respondents” (continuously fished from the flow of consumers online) to online panelists. Who are they? How/when do they take surveys and why do they do it? Who provides “the truth” and what makes these groups the same, or different? This just-completed study will reveal important findings about these two sample sources, so that you can decide.
Marjette Stark – SVP, DMS Research
Denise Brien – Senior Research Manager, DMS Research
Driver Analysis Roadbumps: How Heuristics, Targeted Bootstrapping, and Other Approaches Outperform Driver Analysis
Implicit in the approach of most research is that the consumer is rational and that respondents will answer our questions honestly, if we just ask them in the right way. But this is not usually the case. Respondents optimize and “satisfice” their answers, while researchers may seek causality where none exists. This paper will explore alternative approaches to research that have a better chance of measuring what we are really thinking, given recent findings on how the human mind works.
Butch Rice – Consultant, TNS Customer Equity Company
