15th Annual Technology Conference
June 3 - 4, 2010
New York City
Conference Schedule
DAY I: Thursday, June 3, 2010
8:00 a.m. - Registration and Continental Breakfast with Exhibitors
8:45 p.m. - Welcoming Remarks
- Diane K. Bowers, President, CASRO
- Michael Webster, Vice President, Technology, Burke, Inc., Conference Co-Chair
9:00 a.m. - State of Technology in Market Research
Challenged to reverse declining response rates, the market research industry has emerged from the recent economic downturn with an urgency to do things differently. In an effort to go to where their audience is, researchers are exploring new mobile applications, are delving deeper into proprietary panels and are mimicking social media interactions in order to develop "good enough" technologies that extract insights from the dialogues generated amongst and between consumers. How is society changing, how is the business world reacting and where does the research industry insert itself into the conversation between brand, brand manager and consumer?
- Daniel Coates, President, Globalpark USA
9:45 a.m. - Um, We Didn't Know You Were Listening
Researchers are utilizing text mining and social media monitoring applications to tap into the authentic conversations consumers are engaged in on Facebook, Twitter, blogs and forums. Unlike with traditional ethnography, consumers have not given researchers explicit permission to study them online. What do individuals think about this? This session on consumer attitudes towards social media research features data from a recent survey.
- Jeffrey Henning, Founder & Vice President of Strategy, Vovici Corporation
10:30 a.m. - Break with Exhibitors
11:00 a.m. - Delivering an Insight Revolution with Research Bots
This presentation will describe the capabilities and usage of robotic avatars, or research 'bots' that relate to whole groups of people or precise target audiences. Without asking a single question, bots gather and make sense of the enormous amount of unprompted conversations and dialogue online. This technology can be deployed for discrete projects for a specific length of time or left to gather data continuously, enabling a virtual insight tracker for brand and product categories.
- David Bausola, Founder, Philter Phactory
- Will Goodhand, Juicy Evangelist, BrainJuicer Inc.
11:35 a.m. - Monitoring Online Community Quality: Hand-holding, or a Necessary Part of the Process?
New online qualitative tools, along with consumer adoption of social networking applications, have forced researchers to re-think the role of technology within the area of qualitative research. This presentation will share findings of a research study using community sites to illustrate the importance of quality with this qualitative approach. Results highlight differences that exist across the communities and provide guidance for how quality can be influenced in a qualitative community approach.
- Bob Graff, Research Director, Online, MarketVision Research
12:10 p.m. - Managing Quality in Large Multi-Country / Multi-Category / Multi-Modal Studies
This presentation will explore the challenges of running large multi-country, multi-category, multi-modal studies. It will include discussing the challenges of keeping and updating separate brand lists, competitor lists, tracked advertisements, image attributes, and sponsored events. What are the best practices for providing centralized governance but local control? What tools can help track tasks and notify users of impending deadlines? What technology can help us deliver economies of scale when scripting surveys, collecting data and generating reports?
- Jeffrey Thompson, Director of Research Technology, Kantar Operations
| 12:45 p.m. - Lunch sponsored by E-Tabs |
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2:00 p.m. - Mobile Research: New Platform, New Thinking
Mobile research can serve as an excellent complementary technique in the researcher's tool kit, but it requires a new approach as participants simply will not complete long and repetitive surveys on their mobile devices. This presentation reports on collaborative testing during 2010 including a mobile diary project, which illustrates the use of a new mobile research approach that combines surveys with pictures and location to capture the lives of people across the UK, and to enhance the mobile research experience.
- AJ Johnson, Vice President, Global Operations, Ipsos
- Sean Conry, Vice President, Techneos Systems, Inc.
2:45 p.m. - Taking a Closer Look: Are Text Analytic Tools Adequate for Qualitative Analysis?
There are a growing number of researchers claiming the advancements of text analytic software make it a viable tool for qualitative analysis. A recent study tested the usability of different tools to assess if implementing a more automated form of text analysis would help distill the qualitative insight of their online one-on-one chats in a compelling manner. This presentation will examine the methodological inconsistencies between text analytic software and traditional analysis, as well as provide examples of the tools' shortcomings in the qualitative realm.
- Jennifer Drolet, Vice President, Client & Moderating Services, iModerate
- Chris Tonay, Manager, Moderating Services, iModerate
3:20 p.m. - Break with Exhibitors
3:50 p.m. - Tear Down Those Walls: New Online Reporting Systems Unify Functions
Traditionally, researchers built separate departments for "data collection", "field management", and "data processing"; in many firms, these departments persist today. New capabilities in online reporting systems can unify these separate functions in a single group, offering large efficiencies and new service opportunities.
- Jonathan Ephraim, Managing Director & Co-Founder, IntelliSurvey, Inc.
4:25 p.m. - Engineering Real-time, Interactive, Online Reporting to Maximize the Value and Return on Loyalty Research
This session demonstrates how to move research beyond simple measurement of customer loyalty to the implementation of real time, closed communication loops with your client's individual front line employees, creating a tangible improvement in customer retention and profitability. The focus is on interactive reporting elements, including ongoing identification of key performance drivers for each market situation, integration with client CRM systems, interactive dashboards for front-line managers, etc.
- Derek Bildfell, President & CEO, Consumer Contact/ResearchByNet
5:00 p.m. - Route 66: The Long Road to Efficient and Effective Routers
In this presentation, router theories, including random, sequential and weighted survey assignments, will be reviewed and analyzed. Historical metrics about usage, including usage by demographics, the impact of survey length on cooperation, and managing the right mix of surveys to maintain usage while preventing bias, will be provided. Attendees will walk away with an understanding of the implications of routers on the research, the respondent, and the industry as a whole.
- Chuck Miller, President, DMS Insights
5:45 p.m. - Adjournment Day I
5:45 p.m. - 7:00 p.m. – Cocktail reception
sponsored by Language Logic |
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DAY II: Friday, June 4, 2010
8:00 a.m. – Continental Breakfast with Exhibitors
sponsored by uSamp |
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8:30 a.m. - Opening Remarks
- Hugh Davis, Chief Strategy Officer, Toluna/Greenfield, Conference Co-Chair
9:00 a.m. - Sexy Questions, Dangerous Results? - Exploring the Impact of Rich Media Question Formats in Online Survey Research
Most research to date into "2.0"/rich media question types has focused on the notion that improving the usability and interest of online question types will enhance respondents' enjoyment and thoughtfulness of their survey experience. However, there has been little work to validate the myriad of new question types, and specifically, how response patterns vary across each type, and what potential usability issues may come into play. Two research-on-research studies comparing "traditional" online questionnaires to "rich media" (aka Web 2.0) online survey formats consistently yielded dramatic variations in results.
- Bernie Malinoff, President, element54
9:45 a.m. - How is Emerging Technology/Web 2.0 Changing Gathering Consumer Feedback and the Delivery of Data?
As respondents are participating in polls posted to the community website in real-time, truly real-time interaction between market researcher and consumer is possible - providing new opportunities for research. This presentation will provide an overview of the technologies used in new communication technology, as well as a comparison of behavioral/demographic similarities/differences that exist among respondents that participate via various research methodologies.
- Keith Price, President, North America, Toluna/Greenfield
- Nitin Patel, Vice President of Engineering at Toluna/Greenfield
10:20 a.m. - Break with Exhibitors
10:50 a.m. - The Rise of Survey Programming Automation as an Alternative to Outsourcing
Survey Programming Automation ("SP Automation") provides an opportunity for market research firms to move beyond outsourcing to a new, technology-driven process with faster project cycle times and lower costs. SP Automation is made possible by two simultaneous technology advancements: the evolution of large data collection platforms with highly-structured survey scripts (typically XML); and significant improvements to XML authoring tools. What level of costs savings should be expected and how much time can be saved? Learn how to prepare for SP automation in your business.
- Akbar S. Ahmed, CEO, Sipensys Inc.
- Lisa Guyer, Director, Product Management, comScore Inc.
11:25 a.m. - Trust Your Data - The Feasibility of an Automated Table Checking Solution
Beyond controlling for quality at the point of data collection, what technologies are being used to improve quality for data processing and reporting? Are software solutions a part of the process or is there still a heavy dependency on checking output manually? With the proliferation of automated and online reporting solutions, what steps are being taken to ensure quality?
- Richard Teller, Development Director, E-Tabs Limited
12:00 p.m. - Market Research is Dead? Where we go from here and what it means for technologists
As the field of market research shifts under the influence of social media, neuromarketing and other trends, the roles of technologists expand. This session examines the roots of the new waves of technology coming into market research (if we continue to call it that) and the implications of these developments on the people charged with providing technology solutions and strategy for the industry.
- Andrew Jeavons, Managing Director, Nebu USA
12:45 p.m. - Conference Adjournment
CASRO Technology Conference Committee:
Michael Webster, Vice President, Technology, Burke, Inc.; Co-Chair
Hugh Davis, Chief Strategy Officer, Toluna/Greenfield; Co-Chair
Tony DiPonio, Vice President of Information Systems, Market Strategies International
Tim Macer, Managing Director, meaning limited
Christian Super, Senior Vice President, Ipsos
Frank Petruzzo, Vice President, Operations, CASRO
If you have any special requirements, please contact us two weeks prior to the conference.
