PK March 2008

Pecha Kucha ...And that’s why I love market research

Session

Chair:Ray Poynter Virtual Surveys

Speakers:Jo-Ann Foo IlluminasRich Shaw Virtual Surveyskat Slater EssentialJames Morris Brand DemocracyLiz Judon Virgin Media

And that’s why I love market research

Jo-Ann Foo Illuminas

loveAnd that’s why I market research…

What is love?

How do you know if you love something?

1.Take note of how love is expressed through the arts and compare it to your feelings

2.Examine the qualities of the thing that you love • What sets the object apart from other things?• Would you do anything for it no matter what?• Would you love it if it dramatically changed?

3.Define love like a psychologist • Sternberg’s Triangular Theory of Love

4.Motives and reciprocation• What are you getting from the situation?

What is love? love Pronunciation [luhv] (verb) loves, loving, loved

1. To have a great attachment to and affection for

2. To have passionate desire, longing and feelings for

3. To like or desire (to do something) very much

4. To be in love

5. Wholehearted liking for or pleasure in something

1. Take note of how love is expressed through the arts and compare it to your feelings

Is this love that I'm feeling?Is this the love that I've been searching for?Is this love or am I dreaming?This must be love

(Whitesnake)

I have loved to the point of madness; That which is called madness, That which to me, Is the only sensible way to love.

(F. Sagan)

Only love lets us see normal things In an extraordinary way

(Anon.)

I feel it in my fingers I feel it in my toes Love is all around me And so the feeling grows

(Wet Wet Wet)

2. Examine the qualities of the thing that you love

What sets the object apart from other things?

• Grounded in firm principles but a bit unpredictable

• Adventurous and open to trying new things• A desire to travel

• Introverted, both sensing and intuitive, thinking and feeling and perceptive

Would you do anything for it no matter what?

I love the man that can smile in trouble, that can gather strength from distress, and grow brave by reflection.

'Tis the business of little minds to shrink, but he whose heart is firm, and whose conscience approves his conduct, will pursue his principles unto death

(Thomas Paine)

They’re just in it to make money

I’d just put it in the bin

Advertising doesn’t affect me

I’m not being racist

but…Those Indian call

centres…

Would you love it if it dramatically changed?

PSYCHOLOGY

SOCIOLOGY

BUSINESS

MARKETING

MANAGEMENT

STATISTICS

NEUROLOGY

PHILOSOPHY

NEURO-LIGUISTICS

ETHNOGRAPHY

MARKET RESEARCH

CONSULTING

?

?

?

?

??

3. Define love like a psychologist

STERNBERG’S TRIANGULAR THEORY OF

LOVE

INTIMACY

PASSION COMMITMENThttp://psychcentral.com/lib/2007/sternbergs-triangular-theory-of-love-scales/

STERNBERG’S TRIANGULAR THEORY OF

LOVE

INTIMACY

PASSION COMMITMENT

I am actively supportive of market research’s well being

I feel close to market research

I feel that I really understand market research

I have a comfortable relationship with market research

I feel that I can really trust market research

Statements represent selection of key statements used to define agreement with feelings

STERNBERG’S TRIANGULAR THEORY OF

LOVE

INTIMACY

PASSION COMMITMENT

I am committed to maintaining my relationship with market research

I plan to continue my relationship with market research

Even when market research is hard to deal with, I remain committed to our relationship

I have confidence in the stability of my relationship with market research

I feel a sense of responsibility to market research

Statements represent selection of key statements used to define agreement with feelings

STERNBERG’S TRIANGULAR THEORY OF

LOVE

INTIMACY

PASSION COMMITMENT

Just seeing market research excites me

I find myself thinking about market research frequently during the day

I cannot imagine life without market research

There is something almost magical about my relationship with market research

I fantasise about market research

Statements represent selection of key statements used to define agreement with feelings

4. Motives and reciprocation

People,People who need people,Are the luckiest people in the world

(Barbara Streisand)

1.Take note of how love is expressed through the arts and compare it to your feelings

2.Examine the qualities of the thing that you love • What sets the object apart from other things?• Would you do anything for it no matter what?• Would you love it if it dramatically changed?

3.Define love like a psychologist • Sternberg’s Triangular Theory of Love

4.Motives and reciprocation• What are you getting from the situation?

loveAnd that’s why I market research

I MR

And that’s why I love market research

Rich ShawVirtual Surveys

BILL

I love online communities because…

• New, fun and funky• I get to meet some fantastic people• Clients love them• Technology is fun• Opportunities for interesting analysis • They represent the future of market

research

And that’s why I love market research

Session

Kat SlaterEssential

And that’s why I love market research

James MorrisBrand Democracy

6.40

MRS: A Newcomers’ Guide to Market and Social Research

MRS: A Newcomers’ Guide to Market and Social Research

I don’t

6 hours 25 minutes per day

77

DetractorRejecterSwing ConsumerSupporterAdvocate

And that’s why I love market research

Liz JudonVirgin Media

Grumpy…

MR??

Minefield really

Methods risky

Mediocre results

“.. you have to kiss a lot of frogs....”

“.. go on then…impress me!”

“.. there can also be pitfalls..”

“.. I asked for mums..”

“.. a concise summary would be good..”

Poor planning on your part doesn’t constitute an emergency on mine

“.. just because it isn’t what you expect.. ..doesn’t mean it’s wrong..”

Love!

..”it’s a tough job but someone’s got to do it.”

I like it when you get market research agencies who can look at a mass of data, a lot of which can actually be misleading, not very interesting, irrelevant, boring, (if

sometimes funny) and who pull out not only the key points but also lots of insights that help us to bring our business forward, not just today, tomorrow but also in the

future and build up a great relationship. They bring together the data and make it concise, inspiring and

relevant to our business. That’s what I like. Concise and

useful insights, no waffle or beating around the bush. We want to know the answer and so we can get out and do something about it.

Consumers… all of them!

“..and all the pieces fit!”

BINGO!!

Action!

Questions?

Jo-Ann Foo IlluminasRich Shaw Virtual Surveyskat Slater EssentialJames Morris Brand DemocracyLiz Judon Virgin Media