Technology & Innovation Track Sessions
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CASRO Technology & Innovation Event
May 28 - 29, 2014 | Chicago

 


Wednesday, May 28


“Surprising Futuristic and Real: Start Harnessing Big Data Now”


It’s time to stop just talking about Big Data!  After being hyped in the international press, countless technology company advertisements, and conferences around the world, Big Data is beginning to lose its charm, primarily because executives don’t know where to start.  Fortunately, there are proven practical Big Data applications that are working now and are ready to be adopted widely across industry sectors, functions, and markets.  This presentation provides real world cases studies which show basic techniques any organization can use now to start harnessing Big Data to improve business results.

  • John Carroll III, Ipsos Loyalty

“MaxDiff Gamification”

What happened when a card game replaced a traditional MaxDiff choice model as a component of a multinational tracking study? This presentation discusses some of the findings of that process, including the impact of the gamified module on completion rates, correlation with prior technique, and regional variations.
  • Jason Anderson, President, Insights Meta

 

“Tapping the basic mobile phone to give the ‘un-webbed’ a voice”

In the developed world it is relatively easy to reach citizens; however, in many emerging markets Internet penetration is under 20 percent, and the world’s ‘unwebbed’ have little means to make their voices heard. By harnessing the power of non-smartphones throughout the world, businesses and organizations can reach people to better understand customer and citizen needs.  

  • Steve Gutterman, President, GeoPoll

“Wearables, Quantified Self & Market Research: How the FitBit era changes everything”

 

Thanks to devices and apps that track everything from body weight to sleep patterns to driving behavior and personal financial health, there is now an ecosystem of inter-connected data sources that is easily accessible to the market researcher. This presentation will focus on the opportunities & challenges presented by these new data sources. Particular emphasis will be placed on understanding the key characteristics of this behavioral data, and the inherent risks around privacy and security. You also will see a demonstration of an early prototype of a “Master Market Research Application” that stitches together data from various self-quantifying technologies such as the FitBit, Withings scale, and LoseIt!

  • Sriram Subramanian, CEO, ZoomRx

 

“Fizzy Visuals: A Coca-Cola Story”

Coca-Cola’s marketing team has always been a heavy consumer of analytics: they update their tactical brand activities on a monthly basis. With a major shift in their competitive landscape in recent years, they now need to manage bigger volumes of quantitative market research information and serve them to an increasing number of internal clients in a faster and more flexible way. See how an innovative visualization platform displays the results of their research studies, making them simpler, safer and more versatile and changed the dynamics of their team and their interaction with research data.

  • David Mazva, Infotools 

 

“Sustainable Research: How Research Innovation & Technology Unlocks Knowledge About the Emerging Classes”

The emerging classes represent one of the biggest opportunities for global companies. There is a huge role for market research to gain insight into their lives and needs.  Old research models don’t work.  PepsiCo and MESH re-thought the model in Brazil to pilot Sustainable Research in communities in Sao Paulo, bringing state-of-the-art research techniques (Real-time Experience Tracking and Customer Networks) using mobile, online and face-to-face, to elicit a powerful picture of how to engage with new soft drink consumers.

  • Nathan Evans, Vice President, North America, MESH

 

“What Does Mobile Mean? – New Revelations from Behavior Data”


Many consumers are seemingly engaged in an obsessive love affair with their mobile devices.  This study takes a closer look - how they engage with apps vs. mobile web, as well as their general perceptions of mobile devices and mobile technology. This research study employs an innovative approach of integrating survey research with a single-source passive tracking technology to capture mobile behaviors across phones and tablets. This intersection of big behavior data and survey data results in a holistic understanding of consumers’ usage and impressions of mobile so the end client – Salesforce.com - can leverage the insights to optimize their mobile marketing services and benefits to their business customers.  

  • Kyle Lacey, Senior Manager, Content Marketing & Research
  • Becky Wu, Senior Executive VP Research, Luth Research


“Humans + Machines vs. the Data Deluge: How We Will Go Together from Big Data to Big Insights

The constant buzz of big data’s potential is simply the latest manifestation of humanity’s struggle to cope with the task of finding meaningful insights in an overwhelming amount of information.  From the Gutenberg printing press to Deep Blue, it seems our capacity to innovate technology, is exceeded only by our ability to generate more information than our tools can process.  This talk focuses on describing a deep learning approach that integrates the respective strengths of machines and humans to fully process and understand rich sets of data. Drawing on examples from popular social companies like Facebook, Amazon and Netflix, and featuring a demonstration based on digital qual data, you will hear about a new way for market researchers to think about developing technology for insight generation.

  • Steve August, Founder & CEO, Revelation

"Tablets Killed the Paper Star"

Conducting research in emerging markets via tablets is proving quite effective.  Not only do they enable running projects at 50% the cost of paper at twice the speed, they also open the door to new aspects never even possible with pen and paper and generate up to a ten-fold boost in data quality and fieldwork management benefit.

  • Ofer Heijmans, Co-founder, Dooblo

“Market Research in 2020”

Join us for a discussion about how technology will evolve during the next six years to enhance the experience of respondents, accelerate the process of data collection and analysis, and provide more accurate, meaningful results that offer researchers early insights for decision making. Hear predictions on: How survey methodologies will advance to meet evolving needs; the evolution of standards for building composite workflows from mixed-vendor solutions; Changes in compliance, privacy, and data collection modes; transformation of the survey experience.

  • Gloria Park Bartolone, SVP, Global Fieldwork Operations, Maritz Research Inc.
  • Patrick Comer, CEO, Federated Sample
  • Mary McDougall, CEO, CfMC

“Unbeaten Paths to Insight: How Yahoo Canada Used Neuroscience, Mobile and Online to Understand Impact of Technology on Memory”

The nature of human memory is changing. What we choose to remember – if not what we’re actually able to remember – has changed as digital tools allow us to delegate more to devices and the web. But does this increasing reliance on technology to help us remember come at a cost? Yahoo Canada, working with Fresh Intelligence, developed a research study to uncover and explore the effect of technology on memory. The study combined brain-imaging technology and in-depth qualitative mobile and quantitative on-line research, among other elements, in order to understand how use of technology to help us remember affects us at a neural level. The results have deep implications for publishers and marketers, across the range of online and offline channels. Learning from this presentation will enable pioneering innovative projects and an understanding of how to successfully combine explicit online methods and implicit neuroscience experiments into research design.

  • Josh Cormie, Senior Vice President, Fresh Intelligence Research
  • Nick Drew, Head of Research, Yahoo! Canada

 

“Engaging Global Youth with Random Domain Intercept Technology”
Emerging markets are the concern of every global brand manager and that presents challenges to the market researcher of the future. Emerging methods of accessing the Internet (smartphone/tablets) are adding new tools and methodologies but are they enough? What happens when you compound that with wanting to measure the voice of youth, a traditional pain-point in online research? RIWI has repurposed the URL bar to create an entirely new technique of collecting data in every country in the world. We’ll see how the company’s RDIT™ (Random Domain Intercept Technology) is utilized in a nano-survey format to engage youth on computers, tablets and smartphones – capturing more than 50,000 responses in 60 different countries among 14-to 29-year-olds.   

  • Eric Meerkamper, President, RIWI
  • Grant Miller, VP Innovation & Partner Solutions, RIWI

 Day Two



 

“Innovation in Web Data Collection: How ‘Smart’ Can I Make My Web Survey?”

Researchers now understand the need to optimize surveys to mobile devices, but still most follow traditional online web design practices. Let’s take a step back and look at how respondents actually use mobile devices and then create surveys that allow them to use features they find familiar and comfortable. This research explores questions that take advantage of the mobile platform, such as voice-to-text, camera and touch functionality (slider scales and roller bars). Participants’ aptitude for and willingness to use these features will be measured; data captured in new question formats will be compared with data collected via traditional question presentations.

  • Melanie Courtright,SVP of Client Services, Americas, Research Now
  • Ted Saunders, Manager, Digital Research, Maritz Research
“How Do Your Customers Really Feel?”

Marketers recognize that emotion drives brand loyalty and purchase decisions. However, traditional methods of measuring consumers’ emotional response, such as surveys and focus groups, rely on self-report. With consumers unable or unwilling to correctly articulate their emotions, moderators struggle to gather unfiltered emotional response – especially in a group environment where outside influence is highly prevalent. Using the first qualitative research study with facial coding, learn how 20/20 Research and Affectiva were able to: leverage key emotional data points to facilitate the moderator’s discussion with individuals; gather objective, accurate feedback from participants; and gain a better understanding of how consumers respond to your products and brands.

  • Jim Bryson, Founder & CEO, 20|20 Research
  • Nick Langeveld, CEO, Affectiva

  

“Beyond the Dials: Moving Moment-to-Moment Research Online” 

Traditionally, “moment-to-moment research” was conducted offline with groups using dials. Recently, to meet client demand for larger samples, faster turnaround and cost efficiency, moment-to-moment has moved online. Find out how HSN, a company at the forefront of this mode of research, has utilized new technology to understand how its audience feels in the moment about what they’re seeing, hearing and experiencing.

  • Elizabeth Merrick, Manager of Customer Insights, HSN
  • David Paull, Founder & CEO, Dialsmith

 

“Supplementing Survey Data with Facebook Likes”

For a variety of reasons, including sample coverage, cooperation rates and the cost associated with surveys, there are many research questions that go unanswered at local levels of geography.  This presentation showcases patent-pending technology that aggregates and analyzes Facebook Likes to predict consumer behavior at the local level – filling gaps left by survey data.

  • Steven Gittelman, CEO & Chief Science Officer, Sample Solutions

 

“Getting to Deeper Insights Using Real Time Mobile Phone Video Chats for Qualitative Research”

 

Based on the hypothesis that an “in the moment” methodology (real-time mobile phone video chat), will yield deeper insights into a brand/product experience than post-experience research, this presentation will review insights gleaned from video chats conducted during a shopping experience and after.

  • Rachel Geltman, CEO, Video Chat Network

“Charting Collections of Social Media Connections: Creating Maps and Measures with NodeXL”


Social media can be a bewildering stream of comments, a daunting fire hose of content.  With better tools and a few key concepts from the social sciences, the social media swarm of favorites, comments, tags, likes, ratings, and links can be brought into clearer focus to reveal key people, topics and sub-communities.  One such tool is the Social Media Research Foundation's NodeXL project, which makes analysis of social media networks accessible to most users of the Excel spreadsheet application.  With NodeXL, Networks become as easy to create as pie charts. Learn how to use the tool and generate your own images of Twitter, flickr, YouTube, and email networks.  

  • Marc A. Smith, Chief Social Scientist, Connected Action Consulting Group

 

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