SlideShare a Scribd company logo
1 of 44
Download to read offline
Alert!
Marketing Research Association   January 2012 · Vol. 52 · No. 1




The New Gen Pop
                                        What’s his
Generation Y Meets MR                   demographic,
Do Demographics                         really?
Make Us Irrelevant?
Certainty Matters
    Especially these days, very few things in life or in
    business are certain. But with Logit as your data
    collection partner, you can be certain that your next
    project will be stress free - we guarantee it.
    You can be certain about our fair and consistent
    pricing. No hidden charges, add-ons or surprises.
    You can also be certain about the Logit team
    delivering results on time and with the highest levels
    of quality in the business.
    Call John Wulff at 1-866-845-6448 ext 248.
    If he doesn’t answer, he’ll be certain to
    call you back.
    www.logitgroup.com




2                 	               MRA’s Alert! Magazine – January 2012
Contents January 2012
 	           Editor	   Amy Shields, PRC		
 	 Editorial Board	    Nancy Cearley, PRC
 		                    Sherri Dansby, PRC
 		                    Amber Leila Esco, PRC
 		                    Steven Gittelman
 		                    Pat Graham

 	           Twitter	 @MRA_National 	
 	            Phone	860.682.1000
 	              Fax	888.512.1050

     Look for us on Facebook and Linkedin.

                 Article ideas?
            Contact Amy Shields at
      amy.shields@marketingresearch.org.

                Advertise in Alert!
     Contact Lisa Lockwood for information at
     lisa.lockwood@marketingresearch.org or
                  860.682.1000.                                                                             12
  The views expressed in Alert! are solely those
   of the authors and do not necessarily reflect
                                                                                              Member Spotlight
         the opinions or positions of MRA.
                                                                                                    Jay White
           Alert! is available online:
          alert.MarketingResearch.org

            Upcoming Conferences
                June 4-6, 2012
                                                   Features
            MRA’s Annual Conference
                   San Diego
                                                   6                                    18
                                                   Generation Y Meets                   Do Demographics Make Us
            September 19-21, 2012                  Market Research                      Irrelevant?
       Corporate Researchers Conference
                                                   By Michael Stanat                    By Marshall Toplansky
                    Dallas


                                                   Keeping Informed
                                                   24		Balancing Multiple Generations   32		Tablets: Evolving from Personal
                                                       at Work                              to Business
                                                       By Jennifer FitzPatrick,              By Elaine B. Coleman, Desirée Davis,
                                                       MSW, LCSW-C                           Kari Cafouros, Randy Hellman & Aric
                                                                                             Ackerman
                                                   28		Making the Leap from Market
                                                       Research to Insight Part One:
                                                       The Four Places Insights Hide
                                                       By Thom Pulliam


                                                   Departments
                                                   14		 Letter From the Editor          16		 Message from MRA’s CEO
                                                   11		 Welcome New Members             38		 Legislative Update
                                                   12 		 Member Spotlight               41		 Chapter Update
“There no longer is a typical anything,” says
 Marshall Toplansky on Page 20, “there is no       14		 Chairman’s Perspective          42 		 Industry News & Announcements
 single segment that defines us in general
 terms as a society.” So where does our
 plugged-in cover kid fit in this new reality?
 Mastering demographics is key to marketing
 research’s future.

 MRA’s Alert! Magazine – January 2012                                                                                   	            3
Letter From the Editor

 2012: A Time to Move Forward
                                               move the close-knit world of marketing        lessons MRA members have learned from
                                               research forward.                             trusted advisors and how fun to reflect on
                                                  The concept of the book, Baseball Lives:   the history of members who come from a
                                               Men and Women of the Game Talk about          long line of researchers!
                                               Their Jobs, Their Lives, and the National        This month’s theme, the new general
                                               Pastime by Mike Bryan, is to provide an       population, resulted in dissimilar points of
                                               original point of view by interviewing        view, as revealed in Generation Y Meets
                                               professional baseball personnel at all        Market Research by Michael Stanat, and
                                               levels – from bus drivers and batting         Marshall Toplansky’s, Do Demographics
                                               practice pitchers to coaches, janitors        Make Us Irrelevant? It is also exciting
                                               and players’ wives. This notion intrigued     to hear from a new contributor, Thom
                                               and inspired me because, although MR          Pulliam, who will be authoring a three
                                               is not the size of some other industries,     part series relating to insights. This
                                               it is a complicated and diverse field that    month, Thom focuses on the varying
                                               draws from: the experience of seasoned        types of insights and what they mean,
                                               professionals, the enthusiasm of young        while he will specifically tackle deriving
                                               professionals, and the dedication of every    insights from qualitative research in
                                               “player” - from the interviewer/recruiter     the March issue, and the same for
                                               to the supervisor, project/database/HR/       quantitative research in May.
                                               IT manager, service provider, practitioner,      While I am personally not inspired
                                               consultant, educator, corporate               by New Year’s resolutions and cannot
                                               researcher, executive, and beyond.            remember ever making one, I am
                                               This clearly provides an endless wealth       motivated by goal setting throughout the
 The diversity from which we draw              of knowledge to learn from and about.         year. As communicated in the article, The
 inspiration is fascinating. Is the New        Jennifer FitzPatrick’s article, Balancing     5 Steps to Setting SMART Business Goals
 Year a time for resolutions, reinforcement,   Multiple Generations at Work, touches         (from Darrell Zahorsky, former About.com
 or just another period of time on the         upon this area, as does our interview with    Guide), I have found it useful to apply
 calendar? Does it motivate, overwhelm         Jay White, a veteran researcher with flare.   the following principles of S.M.A.R.T. for
 or depress? For me, it’s a time to               Being somewhat obsessed with the           business goal setting:
 reflect on the past and focus on the          human interest focus, I recently emailed         Specific: Great goals are well-defined
 future, to review accomplishments             industry friends asking if they are aware     and focused.
 and strategize regarding how to move          of MRA members who have a unique                 Measurable: A goal without a
 personal and professional life forward,       story (to be interviewed for Alert!). In      measurable outcome is like a sports
 and to concentrate on being involved          addition to some wonderful Spotlight          competition without a scoreboard or
                                                                                             scorekeeper.
                                                                                                Attainable: Dream big and aim for
                                                                                             the stars but keep one foot firmly based
“	 he diversity from which we draw inspiration
 T                                                                                           in reality. Check with your industry
                                                                                             association to get a handle on realistic
 is fascinating. Is the New Year a time for                                                  growth in your industry to set smart goals.

 resolutions, reinforcement, or just another
                                                                                                Relevant: Achievable business goals
                                                                                             are based on the current conditions and

 period of time on the calendar? Does it
                                                                                             realities of the business climate.
                                                                                                Time-Based: Business goals and

 motivate, overwhelm or depress?”                                                            objectives just don’t get done when
                                                                                             there’s no time frame tied to the goal-
                                                                                             setting process.
 and engaged in every minute of life.          recommendations, one leader also                 We wish all readers of Alert! personal
 Specifically, in terms of Alert! and          presented ideas for future content that       and professional prosperity for 2012 and
 looking to the year ahead, the human          I am excited to “steal” and run with. In      beyond.
 interest angle continues to surface as a      the near future, all members will receive
 compelling area of focus. (After all, we      a quick and simple link to a survey that      Amy Shields, PRC is the Editor of
 are a relatively small industry that is       asks if they are a second+ generation         Alert!. She can be reached at
 relationship-centric.) With this in mind,     researcher and who their MR mentor is/        amy.shields@marketingresearch.org.
 2012’s Alert! will offer many stories         was. The results will either be published
 about the lives of our members and the        as two separate articles or periodically
 history of our profession, in addition to     over the course of the year, depending on
 continuing to provide insights that help      response. How educational to hear the

 4                                                                                	                   MRA’s Alert! Magazine – January 2012
Three motivating days of
                                                                                         high-level content




An energetic
and welcoming environment




                                                           A genuine peer-to-peer event
                                                             where life experience merges with learning
MRA’s Annual Conference & Expo has grown into a unique event that promotes learning, community and is designed
to ignite conversations that matter. Our 2012 event will provide even more value, including several new features:
 · New! Seven additional education sessions in four new tracks covering    · New! Speed Learning – Connect with peers who are speaking,
   business management, trends and technology, data integration and real     interact with colleagues in the audience, and learn about a wildly
   world research.                                                           diverse number of topics.
 · New! Two networking receptions open to all attendees at no additional   · New! Volume discount pricing when three or more register from
   charge, with one at the famed SeaWorld San Diego.                         the same organization.
 · New! CEO Symposium with an exclusive dinner and educational program.    · New! Expo Grand Opening reception for extra time to network.

Learn more about our New Annual Conference & Expo at www.ac12.MarketingResearch.org!




MRA’s Alert! Magazine – January 2012                                                                                                     	        5
6	   	   MRA’s Alert! Magazine – January 2012
Generation Y
                Meets Market Research
                By Michael Stanat
                Last year, researchers witnessed dramatic
                changes on the world stage. They
                saw riots against longtime politicians
                televised from Arab streets, nationwide
                protests by Occupy Wall Street and
                riots in the streets of London about
                tuition hikes. Behind those headlines
                was a common thread: young people
                known as Generation Y playing a larger,
                more influential role in world economic,
                political and cultural transformations.




                Photo credit: David Shankbone Occupy Wall Street – photos from the camp in Zuccotti Park and
                the march against police brutality, walking to One Police Plaza, headquarters of the NYPD.



MRA’s Alert! Magazine – January 2012 	                                                                         	   7
For clients of research, the young people      that young people tended to be driven           •	 Engaging customer experience
in this generation can heavily influence       by status and affiliation, compared to             Popular brands like IKEA and
the success and strength of brands. In         Boomers who were motivated more                 Apple capitalize on a marketing mix
a matter of seconds, young people can          by power and optimism. The study                emphasizing affordable products, high
share opinions globally about the brands       compared findings from decades past             quality and unparalleled customer
they like and especially the ones they         and found that the differences excluded         experience. At the end of 2010, Apple
dislike. And, as societies become older        lifecycle variables.                            announced that it nearly quadrupled its
in Europe, Japan and the United States,           In a 2010 survey by Martin Lindstrom,        year-on-year revenue in China largely
companies are increasingly eyeing              author of “Buyology” and “Brandwashed,”         because of the iPhone and iPad. A key
how to market to lucrative segments            and SIS International Research, young           part of that success was from China’s
with disposable income and employ              people were significantly more influenced       young people and their exploding
Generation Y in their organizations.           by status, peer dynamics, customer              demand for foreign branded products
                                               experience and word of mouth.                   which communicate status and are often
Who is Generation Y?                              This drive for affiliation and affirmation   perceived to be of higher quality.
“Generation Y,” the group of young people      coincides with the generation’s high               Interestingly, some of the most
born after 1980 and through the early          usage of social media. Young people             successful Generation Y entrepreneurs
1990s, is generally differentiated from        spend time publicly accepting “friends,”        cultivate these values in their companies.
past generations by their individualism,       “de-friending,” “liking” status updates         Facebook’s corporate culture exemplifies
consumerism and technology prowess.            and constant in-group networking. Mark          this emphasis on a competitively priced
Many news articles write about a                                                                                  product – in this case
generation of entitled,                                                                                           a free product – with
praise-craving
individuals whose
ultimate pursuit is
                            “	Generation Y,’ the group of young
                             ‘                                                                                    a focus on quality and
                                                                                                                  experience.
personal fulfillment. The
reality is quite different.
                             people born after 1980 and through the                                                  Because of new
                                                                                                                  economic realities,
   Defined by seminal
events such as the
                             early 1990s, is generally differentiated                                             Gen Y is on the hunt
                                                                                                                  for high quality deals –
Recession, Post 9-11
outlook, and global
                             from past generations by their                                                       same quality products
                                                                                                                  at discounted rates.
economic and political       individualism, consumerism and                                                       They do online price
                                                                                                                  comparisons, online

                             technology prowess. Many news articles
transformation, many are                                                                                          shopping and look
struggling to understand                                                                                          for their next deal

                             write about a generation of entitled,
just who this generation                                                                                          on popular sites like
is.                                                                                                               Groupon, Facebook
                             praise-craving individuals whose
   Despite such a diverse                                                                                         Deals, Living Social
generation across seven                                                                                           and Yelp. They receive
continents, interesting
commonalities exist.         ultimate pursuit is personal fulfillment.                                            the same quality
                                                                                                                  entertainment at
Young people around
the world are less united    The reality is quite different.”                                                     appealing prices on sites
                                                                                                                  like Hulu, Netflix and
by a common goal than                                                                                             iTunes. The concept of
they are united in fear of lost prosperity     Zuckerberg, arguably Generation Y’s             the “hunt” and the experience for some
and factors “holding them back.” In            leading business icon, was illustrated in       tends to be more important than the
Emerging Markets, for example, youth are       the movie “The Social Network” as driven        marginal savings. FourSquare.com has
concerned about unemployment, inflation        by the desire to belong during his studies      even integrated this concept of the hunt
and competition for jobs to help them rise     at Harvard. The success of Facebook             into its customer experience as users
in social class. In the United States, Japan   is arguably so profound because it              “check in” to places and “unlock” badges
and Europe, young people are concerned         first capitalized on the deeply rooted          to be showcased on their profile pages.
about debt, unemployment and tuition.          underlying affiliation desires of college       With these deals, they can influence
And in the Middle East, youth are fearful      students to join the network.                   opinion internet-wide on products
of repressive systems having an impact            Having endured the recession, tech-          through internet memes, witty comments,
on their prosperity. Frustrations towards      savvy young people have adopted ways to         viral videos and reviews.
structures that are perceived to limit their   reconcile unfavorable economic pressures           Because of their innovative spirit
success are commonly manifested in the         with their motivations.                         and digital technological skill set,
form of protests largely online and in the        Today’s Gen Y consumer considers the         Generation Y has drawn the attention of
streets.                                       following factors together:                     HR executives and marketing managers
   Globally, Generation Y shows                •	 Competitive cost due to economic             alike. The HR opportunity they see is
interesting similarities across borders.          realities                                    not only in terms of attracting skilled
One recent survey by Kenexa conducted          •	 High quality or Strong Brand                 employees, but also Gen Y’s potential to
in 28 of the largest economies showed

8                                                                                   	                   MRA’s Alert! Magazine – January 2012
innovate new digital products. For many      and at customer service by telephone,         societies in Latin America and Middle
large companies, developing a robust         new touch-points in mobile, kiosk, tablets    East raise new questions for researchers
recruiting program, succession planning,     and apps all make buying behavior much        on how societies with more young people
outreach programs, training program and      more diverse. That Generation Y will be a     impacts companies and societies.
conflict-resolution procedures are top       leading adopter of new technologies such
HR initiatives. Companies like Standard      as model raises the need to understand        Researching Generation Y
Charter in Singapore have aimed to           Generation Y.                                 While young people congregate in
attract Generation Y by embracing digital       Despite a global economy, Generation Y     large numbers on social networks, a
habits, e.g. providing iPads to staff and    culturally differs from country to country.   comprehensive picture is often needed to
setting aside dedicated office space as      For example, Chinese web-enabled youth        account for slight differences in segments
“hang out space.”                            access the internet almost twice as much      and for the self-censorship that can occur
   However, this generation is far from      as their USA and European counterparts.       in certain mediums. In Generational
homogenous.                                  Lady Gaga commands much less of a fan-        Research, hybrid methodologies can help
   Gen Y’s online habits are becoming        following in China and Korea than do local    contextualize cultural, behavioral and
more diverse. A recent study by Gartner      music stars. Gender dynamics can heavily      attitudinal insight.


 China’s New Environment




challenged myths about young peoples’        impact purchasing decisions in some              Part of my research among China’s
social media obsession. Nearly one in four   countries and have little impact in other     young people concerned the purchasing
American Gen Y respondents considered        countries. Subcultures can be lucrative       habits of young people in a country
themselves bored and “burnt out” by          target segments for companies, but can        known for price leadership of its goods.
social media, while a slightly larger        evolve rapidly.                               Online surveys and background research
percentage mention higher usage than           Societal representation of Generation       on the topic were less common then. A
before.                                      Y also differs dramatically. In North         basket of methodologies were needed,
  As the digital revolution continues,       America, Europe, Japan and China, young       such as many in-depth interviews,
new customer touch-points can mean           adults are already beginning to support       ethnography, homestays, focus groups,
more ways to reach out to new segments.      their parents as they age, raising new        offline surveys, quantitative research,
Whereas previous generations once            questions about the future of Generation      secondary sources and cultural research.
primarily engaged with brands at stores      Y in ageing societies. In contrast, younger      In the research, complex considerations
                                                                                           impacted purchasing beyond price



MRA’s Alert! Magazine – January 2012                                                                                    	          9
China’s Young People




and quality concerns.                                                                                 also gaining more and more
Respondents in some cases
displayed conspicuous          “	 s the digital revolution continues,
                                A                                                                     attention in intergenerational
                                                                                                      research.
consumption, spending
beyond their comfort level.     new customer touch-points can                                         Summary
                                                                                                      Generation Y is rising on
This was unexpected
as income, inflation            mean more ways to reach out to                                        the world stage impacting
                                                                                                      politics, economics, societal
pressures and fears about
unemployment ranked very        new segments. Whereas previous                                        structures, the marketing
                                                                                                      landscape and marketing
high in young peoples’ fears
for the future.                 generations once primarily                                            research. Understanding

                                engaged with brands at stores and
   Ethnography and cultural                                                                           the nuances can mean the
research uncovered that                                                                               difference between success

                                at customer service by telephone,
young people of moderate                                                                              and failure for products and
means occasionally                                                                                    brands. Hybrid research
purchased expensive foreign
branded goods as a means
                                new touch-points in mobile, kiosk,                                    programs and HR outreach
                                                                                                      can provide granular
to communicate status in
a society that emphasizes
                                tablets and apps all make buying                                      insight to make sense of
                                                                                                      and to engage a diverse
hierarchy and relationship
networks. For some, this was
                                behavior much more diverse.”                                          generation worldwide.

                                                                                                       Michael Stanat is a Global
both ironic and intriguing, as                                                                         Youth Research Specialist,
                                            skate parks and bars, can provide
China is technically a communist country                                                 and a speaker on Generation Y issues. A
                                            deep observational insight from peer
with Confucian values of thrift. The                                                     fellow member of Generation Y, he is the
                                            researchers on-the-ground. As the
analysis provided more topics for further                                                published author of “China’s Generation
                                            need for affiliation is important for this
inquiry.                                                                                 Y: Understanding the Future Leaders of
                                            generation, some researchers have
   Co-creation, ethnography and cultural                                                 the World’s Next Superpower.” Stanat is a
                                            employed word of mouth and buzz
research together can help to provide                                                    Global Emerging Markets Executive at SIS
                                            tracking to understand how interpersonal
context and understand intergenerational                                                 International Research, and has previously
                                            influence can impact purchasing.
differences. “Coolhunting,” in which                                                     worked at market research firms in China
                                            In addition, the study of Semiotics,
peer researchers conduct ethnography                                                     and the Middle East.
                                            Behavioral Psychology and Heuristics are
in respondents’ preferred venues like

10                                                                              	                MRA’s Alert! Magazine – January 2012
Welcome New Members
Jonathan Ashton                               Paul Kennedy                              Lauren Olmsted
Aflac, Inc.                                   Two Thirds Sky                            Boston University
Midland, GA                                   Brisbane, Australia                       Boston, MA

Victoria Bourbeau                             Andrzej Ludek                             Jon Pennington
Phoenix, AZ                                   Almares Institute for Consulting          University of Minnesota
                                              and Market Research                       Minneapolis, MN
Dale Cake                                     Warsaw, Poland
Bloomsburg University                                                                   Bonnie Reenstra
Ardmore, PA                                   Jennifer Miller                           Blue Sky Research Group, LLC
                                              Plaza Research - Denver                   Tarpon Springs, FL
Carol Clerico                                 Denver, CO
Johnson & Johnson                                                                       Ian Sephton
Skillman, NJ                                  Elissa Molloy                             California Lutheran University
                                              Australian Market & Social Research       Encino, CA
Zoni Hansen                                   Society
Medtronic ENT                                 Glebe, Austalia                           Valerie St. James
Jacksonville, FL                                                                        Johnson & Johnson
                                              Tanya Mulvey                              Montreal, QC
Michael Hayes                                 Society for Human
Veris Consulting                              Resource Management                       For more information on joining MRA,
Reston, VA                                    Alexandria, VA                            visit www.marketingresearch.org/
                                                                                        membership




          ONLINESAMPLE.                          ONLINEPANELS.                        ONLINERESEARCH.




       ESEARCH.COM
       esearch@esearch.com




     Since 1995, researchers have called on Esearch.com for their online panel needs
     Esearch.com, Inc.     online fielding support for research     www.esearch.com   esearch@esearch.com    310.265.4608




MRA’s Alert! Magazine – January 2012                                                                                 	         11
Member Spotlight

Jay White – Remaining Immature for all Eternity
By Amy Shields, PRC
                                                                                          from Jay through updates and articles
                                                                                          that he and the committee contribute
                                                                                          to Alert! magazine in the coming year.
                                                                                          Therefore, January seemed an appropriate
                                                                                          time to spotlight this very special member
                                                                                          of the Association.
                                                                                             While Jay has worked exclusively in
                                                                                          marketing research since November of
                                                                                          1996, MR was a part of his marketing
                                                                                          position long before then, albeit as more
                                                                                          of a “generalist”. Most of his experience,
                                                                                          about 90 percent in fact, lies in qualitative
                                                                                          framework, although he understands,
                                                                                          embraces and values quantitative
                                                                                          research as well. It is always fun to learn
                                                                                          the pre-MR history of marketing research
                                                                                          professionals and I personally could not
                                                                                          wait to hear what Jay’s background was
                                                                                          before entering the world of research. As
                                                                                          it turns out, the most interesting job he
                                                                                          had was working as a Hospice Corpsman
                                                                                          during the Vietnam War years when he
                                                                                          was often placed in situations where he
                                                                                          was the only medical personnel at hand
                                                                                          and, therefore, was the “physician”.
                                                                                          As you can imagine, this was a scary,
                                                                                          fulfilling, challenging, gut wrenching and
                                                                                          yes, interesting time for Jay. Then there
                                                                                          was the memorable period of time when a
                                                                                          14 year old Jay worked in an old fashioned
                                                                                          German bakery where he was taught to
                                                                                          decorate wedding and birthday cakes,
                                                                                          and where, when he turned 16 years old,
                                                                                          he then had to deliver them.
                                                                                             When Jay purchased his facility, which
                                                                                          had declined over the decades, he was
                                                                                          completely and utterly frightened. With
                                                                                          one full-time employee (himself) and
                                                                                          three on-call aging part-time employees,
If you have ever met Jay White, PRC, you probably                                         who wouldn’t be scared? As things
agree that he is one of the most gregarious, smart                                        stand today, Baltimore Research’s staff
                                                                                          fluxuates between 70 and 85 employees
and colorful (no, not just his apparel but mostly his                                     at any given time, and by the close of
spirit) people you have had the pleasure of meeting.                                      2011, Jay and his partner, Ted Watson,
                                                                                          will have provided employment to over
                                                                                          500 individuals. This is undoubtedly
Jay is the CEO and Co-Owner of                a member, he has: served as President of
                                                                                          Jay’s proudest accomplishment. What
Baltimore Research, a full-service            the Mid-Atlantic Chapter; co-organized
                                                                                          does he consider the smartest business
marketing research firm and facility in       many chapter events; introduced
                                                                                          decision he’s ever made? Quite simply,
Baltimore, Maryland. He has been a            speakers at national conferences; been a
                                                                                          and with certitude, it was the addition
member of the MRA since November of           buddy, a ticket-taker and PRC scanner;
                                                                                          of Ted Watson as his business partner
1998, despite the fact that I incorrectly     and most recently, was appointed
                                                                                          and co-owner, whom today Jay considers
indicated that his “start date” was 2005      Chair of the Standards and Ethics
                                                                                          to be his brother. Jay cites that the
in November’s issue (under his Corporate      Committee. This new post is a significant
                                                                                          significant contributions from his partner
Researcher’s Conference quote on page         commitment and one that assures
                                                                                          have directly led to the success and
44 of that issue). During Jay’s 13 years as   members will be seeing and hearing more
                                                                                          accomplishments at Baltimore Research

12                                                                               	                 MRA’s Alert! Magazine – January 2012
(and in Jay’s life as a whole).               working in marketing research, there is        after all, it is critical to show that we take
   It seemed apropos, bearing in mind         no horizon; most jobs are awarded two to       our clients’ problems seriously. He goes
the outgoing nature of his personality in     four weeks prior to execution. Most folk’s     on to ask, on the other hand, “Must we be
general, to ask what Jay considers the        calendar is blank two to three months          so boring?” To answer this question, he
most fun aspect of his marketing research     out...at least, I know ours is.”               turns to Jay White, who clearly doesn’t
function. It is clear that he has the most       Married to his college sweetheart for       think so as he states, “We want to
fun when expanding (adding additional         43½ years, Jay is also the father of two       entertain. We certainly don’t want the fun
square footage) to his offices, and when      sons and the very proud grandfather of         factor to diminish the serious side of our
attending industry conferences, of            five grandchildren. To see Jay speak of        firm. But one of our goals is to inform and
which he considers the MRA “gigs” to          his grandchildren is like watching the         amuse our clients.” Macdonald himself
be the best, believing they provide an        best feel-good movie you’ve ever seen.         then shares, “But most amusing to me
opportunity to learn from (and “size up”)     And, I also have it on very good authority     was the wall of identical clocks at the
his peers, whom often turn out to be          that they might just be the luckiest           top of the stairs. Instead of showing the
competitors. He is quite serious when he      grandchildren in the world since Jay’s         time in cities around the world, these 25
says that MRA conferences assist with         vocabulary doesn’t include the word “no”       clocks are labeled to show the time in
“getting smarter as I go along”.              when it comes to his beloved. In addition      neighborhoods around Baltimore.”
   As a vested marketing research             to running a successful business and              What Jay didn’t share during his
professional myself, I love to hear stories   spending time with his adored family, Jay      interview, but that I know full well, is that
about the most peculiar requests others       and his wife are also avid gardeners and       he also did some modeling in his younger
in the industry have received. Like most      maintain four and a half acres at Birch Hill   years. While he certainly gave James
researchers will communicate, Jay has         on the coast of Maine, near Bar Harbor.        Dean, Cary Grant and Marlon Brando a
had many out of the ordinary requests         They also support a variety of charities,      run for their money, I can assure you that
from clients over the years, but was          with animal rights being their number          his blue eyes still sparkle as brightly today
able to narrow the “strangest” down to        one cause.                                     as they did when he was a stunning 20
these two: the recruitment of individuals        Jay’s favorite quote comes from John        year old. Jay might well have a personality
whom regularly call 900 adult phone lines     Dunn and goes like this, “It is true that      that is “larger than life”, but don’t let
and the moderator who demanded to             I may not be young anymore, but I can          that fool you; he is also one smart cookie
see three bananas at various stages of        stay immature for all eternity.” Again, if     – somebody our industry is fortunate to
ripeness and who, after selecting one,        you know Jay, you will agree that this         have as a practitioner and ambassador.
requested that Jay peel and slice it for      is a fitting quote and it aligns well with     Please join me as I humbly request of Jay
him!                                          his overall philosophy about life. In fact,    that he remain immature (and brilliant)
   When asked what are the most               Jay was recently interviewed by Rob            for eternity and that he continue to cast
challenging issues he’s facing as a           Macdonald of the Baltimore Business            the very unique effervescence that IS Jay
business professional, Jay commented,         Journal. The October article was for           White.
“My biggest challenges are how to grow        a Get Smart on Work and Life feature
the business, maintain quality, keep costs    and was titled Being Funny Gets More           To recommend an MRA member
at bay, and provide a decent living for all   Than Laughs, It Gets Good Results. Mr.         with a special story or background to
of the quality individuals – and there are    Macdonald relates that most companies          be interviewed for a future Member
many - ‘under my wing’. For most of us        avoid humor like the plague because,           Spotlight, please contact the editor at
                                                                                             amy.shields@marketingresearch.org.




MRA’s Alert! Magazine – January 2012                                                                                        	          13
Chairman’s Perspective

 Can you actually sample a Gen Pop?
                                               representative. Eventually, their comfort          Hispanic and Asian populations in the
                                               level improved as the industry completed           United States. The majority of general
                                               comparison studies to demonstrate                  population studies are conducted
                                               results online compared to other data              in English only – excluding the
                                               collection methods. More importantly,              unacculturated.
                                               they were making sound business                 •	 Besides ethnic issues, other
                                               decisions based on this research, and it           demographic groups are frequently
                                               didn’t backfire on them. I think the final         excluded due to the data collection
                                               converts to online research were won over          method. This includes senior citizens,
                                               once they realized traditional telephone           youth, lower income households, higher
                                               research is far from being representative          household incomes, more rural areas
                                               these days. So why aren’t most general             and many other groups.
                                               population samples representative? The             So many marketers (secretly) say
                                               reasons are numerous:                           “sure, I realize the sample excludes some
                                               •	 While there is a lot of talk about multi-    portions of the population, but the sample
                                                  mode data collection, let’s face it – most   is still representative for my needs”. That
                                                  studies still use one data collection        might be true right now, but considering
                                                  method. Unfortunately, there’s not one       that Hispanics and Senior Citizens are
                                                  data collection method that is truly         two of the largest and fastest growing
                                                  representative.                              segments in the country, how long can
                                               •	 The constant pressure on conducting          any marketer ignore them? Both of these
 I just finished writing another report,
                                                  research faster means data collection        groups are having monumental impacts
 where most of the analysis was based on
                                                  is often completed in two to three           on society. If they haven’t impacted your
 a general population. We also analyzed
                                                  days. Regardless of the data collection      brand yet, they probably will. Ironically,
 a sample of our client’s customers,
                                                  method, this brief field period almost       much of the talk about representative
 but it was in contrast to the general
                                                  always results in a different sample         samples has been concerned about
 population. As I look back, I’ve written at
                                                  than a study that is in field for one to     whether the sample is reaching young
 least two dozen reports in the past year
                                                  two weeks.                                   people. It’s the same mentality that drives
 that focused on a general population.
                                                                                               the TV rating wars for the coveted 18-39
                                                                                               year old viewer. Yes, it is important to
“As I look back, I’ve written at least two dozen                                               reach these young consumers, hopefully
                                                                                               locking some of them in as lifelong
 reports in the past year that focused on a                                                    customers; but their numbers are
                                                                                               shrinking compared to Hispanics and
 general population. While we referred to them                                                 Senior Citizens.
                                                                                                  Personally, I think it will be a number
 as a general population...we all know they                                                    of years before general marketers start
                                                                                               addressing the representiveness of a
 aren’t truly a general population.”                                                           general sample. Right now, only the
                                                                                               government and universities have the
                                               •	 A secondary issue with short field           time, patience and money to attempt
 While we referred to them as a general
                                                  periods is the lack of an appropriately      truly representative coverage. Eventually,
 population, and agreed on a basic
                                                  stratified geographic sample. Sure           some marketers will start making the
 definition with our clients (usually 50/50
                                                  you can balance sample by census             wrong decisions because they don’t have
 male/female, age 21+, geographically
                                                  region or even down to the state or          a representative sample. While reputable
 dispersed), we all know they aren’t truly
                                                  smaller geographies; but are you also        researchers have been warning them
 a general population. In fact, I think most
                                                  balancing geography along with time          about sampling, most marketers have
 researchers, and most users of research
                                                  of the day. What if most of your West        ignored us. When problems arise, they
 realize they can’t readily interview a
                                                  Coast interviews are completed during        are going to want a solution. The current
 true general population.Yes it can be
                                                  the respondents’ afternoon, while most       path to a representative sample just
 done, but the commitment in terms
                                                  East Coast interviews are completed          isn’t acceptable for most marketers. Our
 of time, patience and money, can be
                                                  during the respondents’ evening. Is this     industry has much work to do.
 significant. I think we may be seeing
                                                  sample representative?
 the same “ostrich with their head in the                                                      Ken Roberts, PRC is the Chairman of
                                               •	 The biggest issue is quite probably the
 sand” phenomena that I witnessed when                                                         the Marketing Research Association and
                                                  lack of proper ethnic representation.
 research was first conducted online. A                                                        President of Cooper Roberts Research.
                                                  While this has always been an issue,
 lot of people didn’t like it, but they were                                                   He can be reached at
                                                  the magnitude is now much more
 lured by its immediacy and low cost. They                                                     kroberts@cooper-roberts.com.
                                                  significant due to the growth of
 chose to ignore whether the sample was
 14                                                                                  	                  MRA’s Alert! Magazine – January 2012
JANUARY THROUGH DECEMBER
                                                                                                                                                      2012


                                                                                 Burke Institute offers practical marketing research training using applied learning
                                                                                          techniques. Become the marketing research expert in your organization.

RESEARCH METHODS                                                                 DATA ANALYSIS
RM01 | Practical Marketing Research $2,495                                       DA01 | Data Analysis for Marketing Research: The Fundamentals
New York        Jan 10-12      New York                             July 23-25   $1,995
Los Angeles     Feb 27-29      Chicago                              Sep 18-20    New York           Jan 30-31             Atlanta                      Aug 20-21
Chicago         Apr 16-18      San Francisco                        Oct 29-31    Chicago            Mar 19-20             Cincinnati                   Nov 12-13
Denver          June 5-7                                                         Los Angeles        June 11-12

RM02 | Shopper Marketing: Insights, Innovation & Implementation                  DA02 | Tools & Techniques of Data Analysis $2,695
$1,995                                                                           New York           Feb 7-10              Cincinnati                   Aug 27-30
Cincinnati           Feb 29-Mar 1          Philadelphia          Oct 10-11       Los Angeles        Apr 24-27             San Francisco                Oct 23-26
Chicago              June 13-14                                                  Chicago            June 19-22

RM03 | Designing Effective Questionnaires: A Step by Step Workshop               DA03 | Practical Multivariate Analysis $2,695
$2,495                                                                           New York           Feb 14-17             Cincinnati                   Sep 10-13
New York             Jan 24-26             Los Angeles           Aug 7-9         Los Angeles        May 8-11              San Francisco                Dec 4-7
San Francisco        Mar 13-15             Chicago               Oct 2-4         Chicago            July 10-13
Chicago              May 1-3               Philadelphia          Nov 28-30
Cincinnati           June 12-14                                                  DA04 | Practical Conjoint Analysis & Discrete Choice Modeling $2,495
                                                                                 San Francisco      Mar 6-8               Chicago                      Oct 16-18
RM04 | Online Research Best Practices & Innovations $1,995
                                                                                 New York           June 19-21
New York             Mar 6-7               Baltimore             Nov 1-2
Los Angeles          June 25-26                                                  COMMUNICATION
RESEARCH APPLICATIONS                                                            C01 | Writing & Presenting Actionable Marketing Research Reports
                                                                                 $2,495
RA01 | Applications of Marketing Research $1,995
                                                                                 New York           Feb 1-3               Atlanta                     Aug 22-24
Los Angeles         Mar 1-2                New York              July 26-27      Chicago            Mar 21-23             Cincinnati                  Nov 14-16
Chicago             Apr 19-20              San Francisco         Nov 1-2         Los Angeles        June 13-15

RA02 | New Product Research: Laying the Foundation for New                       QUALITATIVE
Product Success $1,995
                                                                                 Q01 | Focus Group Moderator Training $2,995
Cincinnati          Feb 15-16              Los Angeles           Oct 17-18
Chicago             July 18-19                                                   Cincinnati         Jan 24-27             Cincinnati                  Aug 14-17
                                                                                 Cincinnati         Mar 13-16             Cincinnati                  Sep 25-28
RA03 | Market Segmentation & Positioning Research $2,495                         Cincinnati         May 1-4               Cincinnati                  Dec 4-7
                                                                                 Cincinnati         June 26-29
New York            Feb 22-24              Chicago               Aug 14-16
Los Angeles         May 15-17
                                                                                 Q02 | Specialized Moderator Skills for Qualitative Research
RA04 | Customer Satisfaction & Loyalty Research: Managing,                       Applications $2,995
Measuring, Analyzing & Interpreting $2,495                                       Cincinnati         Mar 27-30             Cincinnati                  Oct 23-26
New York            Mar 27-29              Chicago               Oct 10-12       Cincinnati         July 17-20
Los Angeles         June 27-29
                                                                                 Q03 | Next Generation Qualitative Tools: Social Media, Online
                                                                                 Communities & Virtual Research Platforms $2,095
* Please note that our course numbering system has recently changed.             Chicago            Feb 29-Mar 1          San Francisco               Sep 19-20
Contact us at 800.543.8635 if you have any questions.                            Cincinnati         May 23-24

                                                                                                             Please check our web site or contact us about the following:
                                                                                                                                                        Certificate Programs
 TO REGISTER:
                                                                                                                              Pass Programs (with 3, 6, & 12 month options)
 BurkeInstitute.com | 800-543-8635
 513-684-4999 | E-mail: register@BurkeInstitute.com                                                                                           On-site customized seminars
                                                                                                                                          Combination/team fee discounts
For additional information or details about our seminars please contact:                                                             Recommended seminar combinations:
Jim Berling | Managing Director or visit our web site at BurkeInstitute.com                                              RM01 & RA01, Q01 & Q02, C01 & DA01, DA02 & DA03

     MRA’s Alert! Magazine – January 2012                                                                                                                  	                 15
                                                                                                                      Dates and locations for programs subject to change. Please check
                                                                                                                         www.BurkeInstitute.com for the most up-to-date information.
Message From MRA’s CEO

 2012 – Progress Ahead!
                                               provide an opportunity for improvement,      the famed SeaWorld San Diego that will
                                               of which we’re taking advantage on your      include a private MRA-only performance
                                               behalf.                                      by Shamu the killer whale, as well as
                                                  MRA is at the end of the day all about    special appearance by SeaWorld penguins
                                               you and our other members as our             and sea lions! For the first time, Annual
                                               mission is to vigorously support and         Conference & Expo volume discount
                                               advocate for your professional growth and    pricing will be available for more than
                                               success. That’s far more than making our     three attendees from the same company
                                               case before government officials, although   who may also participate in corporate
                                               we do this full time. It’s also about        retreats and meetings around MRA’s
                                               keeping you informed, providing access       Annual Conference in San Diego, June
                                               to markets and trusted partners, raising     4-6.
                                               professionalism through standards and           2012 Corporate Researchers
                                               certification, and career advancement.       Conference – The next CRC will be held
                                               Of course, all of this combined can result   September 19-21 at the Dallas Fairmont
                                               in increased business and, hopefully,        with a second night networking event
                                               personal success.                            at the exciting Dallas Frontiers of Flight
                                                  With that mission and goal in mind,       Museum. Last year’s inaugural event was
 As we gear up for 2012, I’ve heard from
                                               over the last year or so we’ve rewritten     a tremendous success and, guided by the
 members who have had a record-breaking
                                               MRA’s Articles of Incorporation              great feedback received from our 2011
 2011 financially, but also those (more than
                                               and Bylaws, revamped our website             attendees, we plan to design a larger and
 I’d like) who still are more challenged
                                               (which can newly be found at www.            even more successful 2012 event.
 business-wise than they’d prefer.
                                               MarketingResearch.org), introduced              If you’ve never been to an MRA
    Common threads that seem to run
                                               online forums, live news feeds, an           national event, please consider doing so.
 throughout these conversations are
                                               improved Annual Conference, more             They can be hugely beneficial in both
 concerns for the overall economy, with the
                                               cutting edge coverage in a redesigned        professional and personal terms. Expect
 global economic situation increasingly
                                               (and way-cool) Alert! magazine               a warm welcome from hundreds of your
 shading U.S. business attitudes which
                                               while doubling its circulation among         peers.
 in turn buffet spending on MR, business
                                               industry thought leaders, increased our         We’re also ramping up our free
 regulations emanating or threatened
                                               membership particularly among corporate      webinar series while maintaining its
 from Washington, as well as fundamental,
                                               researchers, launched new partnerships       quality, increasing our efforts in online
 ongoing evolution in how research is
                                               with other MR organizations, provided job    education for those who cannot attend
 conducted.
                                                                                            in-person events, and complementing
                                                                                            the attendance for those who can. Expect

“	nasmuch as fate favors the connected, your
 I                                                                                          new, specialized one-day seminars this
                                                                                            year, as well as the introduction of unique

 participation in MRA is all the more important                                             online training courses. Expect greater
                                                                                            collaboration with our association peers in

 in these challenging times.”                                                               2012 as well. We also expect to launch a
                                                                                            National Respondent Registry to improve
                                                                                            research quality, integrity and reduce the
    We still are very much in a time of
                                               leads, an expanded BlueBook.org, and a       threat of unnecessary regulation. Stay
 change. Inasmuch as fate favors the
                                               fun, new logo, among other advances.         tuned. The best is yet to come!
 connected, your participation in MRA
                                                  In 2012, we’ll be dramatically               Hopefully, 2012 will bring with it better
 is all the more important in these
                                               streamlining and improving PRC to be the     consensus regarding our political and
 challenging times.
                                               industry’s standard – PRC is one of MRA’s    economic future. We live in hope, but
    As for our part, we are packing up to
                                               core offerings and a really fantastic idea   with more certainty in a better business
 move MRA’s headquarters to Washington,
                                               – as well as strengthening our Review        climate, you will benefit directly, and the
 DC, to hopefully increase our positive
                                               Program for company certification. We’re     business of marketing research will thrive.
 contribution to ending the political
                                               bringing dramatic, new improvements to          In 2012, please remember that we’re
 gridlock that seems to be in fashion there.
                                               MRA’s conferences, such as...                here to help. Join with us to work to make
 We’ll also be advocating for the value
                                                  2012 MRA Annual Conference &              this remarkable profession even more
 that marketing research can bring to the
                                               Expo – MRA’s Annual Conference &             successful.
 economy and improvements in our quality
                                               Expo will include several innovations,
 of life through the introduction of more                                                   David W. Almy is MRA’s CEO.
                                               among them a second evening
 insightful policies, products and services.                                                He can be reached at
                                               networking reception open to all
    I can’t say that I recommend moving                                                     david.almy@marketingresearch.org.
                                               attendees at no additional charge at
 offices on a regular basis but it does
 16                                                                               	                  MRA’s Alert! Magazine – January 2012
Pla y i n g Fa n ta s y S po r ts                                 Enjoyi n g The Game
      I s Better Done                  Online                  I s B etter D o ne   In Person




           Than k fully, Schles in ge r A s s o c iate s D o e s B oth
  Actually, we can’t guarantee your favorite team will win the big game. However, we will deliver the right
 solution to push any market research project over the goal line. Whether it is qualitative or quantitative,
            Schlesinger Associates is your resource for complete global data collection services.

                                                Tel. +1 866 549 3500




                          YOUR GLOBAL RESEARCH PARTNER, ANYWHERE, ANYTIME.
            Recruitment > Focus Groups > Online > Technology > Global Project Management




                                                                                      © 2011 Schlesinger Associates.


MRA’s Alert! Magazine – January 2012                                                                      	            17
18 	   	   MRA’s Alert! Magazine – January 2012
Do Demographics
Make Us Irrelevant?
By Marshall Toplansky

Every 10 years, market
researchers come alive
with expectation. The
release of a new set
of census data means
employment security for
the marketing research
industry, as tens of
thousands of us try to
make sense out of this
new flood of data.




MRA’s Alert! Magazine – January 2012 	   	   19
My contention is that this exercise may         For instance, one of the cherished          defined us: Identifying the “heavy users”
pay our mortgages in the short-term, but     traditional sports we, as researchers,         or “focus audience” for our brands and
underscores our irrelevance to our clients   engage in is trying to use this updated        categories. However, the fundamental
in the long-term. The reason is that the     data to define a generalized description       reasons WHY we do this are no longer
data from the census is far less useful to   of the “typical” American. We all know         as relevant as they once were. The big
marketers than it has ever been. And, by     that we have become so fragmented as a         reason for creating heavy user profiles is
focusing on it, we end up ignoring the       society, that there is no longer a “typical”   to find efficient ways of targeting mass
data that marketers really care about.       anything. There is no single segment that      media to reach a higher concentration of
  Some of the reasons for this               defines us in general terms as a society.      the “good ones”. But think about it. Most
diminishing value of census data have        Aren’t we just perpetuating nonsense and       brands are now using new and niche
been brewing for a while, and are well       reducing our own credibility?                  media to reach customers and get them
known.                                          Here’s another activity that has            to identify themselves as interested in


20                                                                                	                  MRA’s Alert! Magazine – January 2012
purchasing. Marketers’ segmentations          to measure than who you expose your          marketing engine. It is used by two-
are increasingly based on observed            message to. They used empirical data to      thirds of the entire planet...daily, for hours
inquiry and purchase behavior, not reach/     show that identifying people who have        at a time. Additionally, people do more
frequency of outbound ad messages.            bought a product recently, and/or who        than simply buy things on the internet.
What moves people to purchase changes         buy a product frequently, is a far more      They research products, they inquire
daily, as new data on response and            accurate way to identify who might           about them and tell marketers that they
click-through are generated by massive        buy your product in the future. Their        are interested in purchasing. And, they
networks of computers? By spending            argument was that you, as a marketer,        actually buy. At a cost per sale that can be
our time profiling demographics, we are       can go ahead and build exposure of your      one-hundredth of the cost of direct mail
making ourselves irrelevant to the people     message over time to people who have         and telemarketing.
who actually use data to determine who        the potential to buy, and that might            But the same logic applies to internet
they are going to target.                     lead to someone eventually buying your       marketing as to direct marketing. It is
   To better understand my comment            product. However, if you actually want       all about using observed behavior to
about reducing our credibility, consider      to make money today, you are better off      determine who your customer is, and
some historical context. The notion           targeting people who are similar to those    then finding more like them. However, the
of defining a “typical” American was          who have actually bought your product        big difference is the sheer volume of data
introduced by                                                                                                       that the internet
media companies                                                                                                     provides. We are
in the early 20th
century. The           “For instance, one of the cherished traditional                                              now calling this
                                                                                                                    “BIG DATA”, and
idea was useful
in answering the        sports we, as researchers, engage in is                                                     it is changing
                                                                                                                    the way we do
classic question of
advertising waste:      trying to use this updated data to define                                                   business.
                                                                                                                       There are
How much of my
media spend is          a generalized description of the “typical”                                                  quadrillions of
                                                                                                                    data points from
not hitting a target
that is valuable        American. We all know that we have become                                                   the internet that
                                                                                                                    marketers are
to me? As media
grew, and new           so fragmented as a society, that there is no                                                now using to
                                                                                                                    determine who
niche publications,
radio stations and      longer a “typical” anything. There is no single                                             the best targets
                                                                                                                    for a product are.
cable networks
proliferated in
                        segment that defines us in general terms as a                                               It is breeding a
                                                                                                                    new generation of
the 1970’s, this
became an even
                        society. Aren’t we just perpetuating nonsense                                               “data explorers”
                                                                                                                    who are analyzing
more important
task to perform.
                        and reducing our own credibility?”                                                          patterns of
                                                                                                                    behavior of
Finding the “best                                                                                                   consumers. These
fit” for a media plan could save companies    recently and with some frequency. The        patterns, when they are discovered, are
tens of millions of dollars because all a     key was to find them, as individuals. Not    worth BILLIONS of dollars to marketers,
brand’s marketing budget was spent            to describe them generically.                because they identify who is going to buy
in media. The key to the exercise was            This rocked the world of traditional      a product.
having a benchmark to compare against.        media, and the world of marketing               The Census data cannot answer
Defining the “General Population” (or, as     research which had grown up to serve         that question anymore. It can only
it became known as, “Gen Pop”), was           it. Forget about telling me that my best     answer the question of who has the
something that had to be done regularly       audience to target is suburban women         capability of buying a product . . . not the
in order to remain accurate. And, the         with kids who live in households that        demonstrated likelihood.
census, because it is a census and not        make between $25,000 and $75,000 and            Does this mean that the census data is
a representative sample, was the logical      like skiing because they index at a 130      useless? No.
baseline to use.                              versus gen pop for annual consumption of        The census does answer one important
   However, two things happened to            life insurance.                              question: How many people can
change the game: The growth of direct            The new mantra was “find me a list of     potentially buy my product in the United
response marketing and the introduction       people who have bought life insurance        States. Based on census data, you can
of the internet.                              in the last 6 months”. The fact that they    now definitively say, for instance, that
   In the late 1970’s direct marketers made   have bought life insurance makes them        there are x number of women with babies
a compelling case to many marketers.          likely to buy more and to refer others.      in the household with incomes between
Their main point was that who buys your          Now, let’s add the internet to the mix.   x and y, living in the suburban zip code
product is a far more important thing         The internet is a living, breathing direct   92603. This defines a product’s total



MRA’s Alert! Magazine – January 2012                                                                                      	          21
available market in                                                                                               to build models
the U.S., and that
has some value.       “Additionally, people do more than simply                                                   that correlate
                                                                                                                  consumer behavior
   However, even
that information       buy things on the internet. They research                                                  (like response,
                                                                                                                  click through and
used to have a lot
more value than        products, they inquire about them and                                                      conversion) against
                                                                                                                  the profiles of those
it does today. Our
population is not      tell marketers that they are interested in                                                 consumers. Not just
                                                                                                                  the demographic
growing at the
same rate it used      purchasing. And, they actually buy. At a cost                                              and geographic
                                                                                                                  profiles you get
to, which means
that overall markets   per sale that can be one-hundredth of the                                                  from the census,
                                                                                                                  but the attitudinal
are not growing.
Census data used
                       cost of direct mail and telemarketing.”                                                    and behavioral
                                                                                                                  profiles you get
to be used to show                                                                                                from analyzing the
areas of the U.S.                             customized content, at very low cost                                products they buy,
where products were under-distributed         (compared to a $30 million television        inquire about, search for and express
and under-penetrated, and provided a          campaign), there is simply less “blending”   opinions about. That is where the future
useful map for more efficiently deploying     that is required. You can afford to market   of marketing research lies: Answering
media dollars. Today, with almost             to multiple markets in multiple ways.        the question of who is going to buy my
universal internet access and universal       So, instead of spending the time of market   product, not how many can buy it.
distribution coverage, the value of that      researchers to develop low-value analyses
analysis is far less than it used to be.      of census data, what should we be doing      Marshall Toplansky is the President of
And, finally, with marketers able to target   that has higher value and relevance?         WiseWindow, a company that turns the
their marketing via attitudinal segment,         We should be focusing ourselves, as an    chaos of online chatter into a database
ethnicity, income and gender on different     industry, on tapping into the “big data”     illuminating consumer sentiment across
websites and social networks, with highly     that marketers are increasingly using        hundreds of dimensions.




     Put your foodservice research into some
     of the most experienced hands
     … ours.
       You may not know our name, but we bet
       you know our work. For more than 30
       years, Restaurant Research Associates has
       partnered with some of the biggest names
       in foodservice. We know food research
       from every angle. And, it’s not a part-time
       job - we live it, breathe it and even dream
       it, day in and day out.
       365 days a year. Since 1979.

                                      Restaurant Research Associates
                                      A Leader in Foodservice Research
                                      714.368.1890 ● www.RestaurantResearchAssociates.com

22                                                                               	                  MRA’s Alert! Magazine – January 2012
MRA’s Alert! Magazine – January 2012   	   23
Keeping Informed


Balancing Multiple Generations at Work
By Jennifer FitzPatrick, MSW, LCSW-C
Since mandatory retirement does not exist in the market research industry, we
are living in a time where there are multiple generations of employees working
together. Healthy seasoned octogenarians working alongside college interns,
and every age group in between, can make for a particularly generationally
diverse workforce.
This age diversity in the workplace        workplaces mean more viewpoints to offer     older workers as slower, technologically
presents challenges in areas of            customers on projects, especially those      deficient and archaic. Older managers
communication, expectations, work          with expanding age ranges of targeted        tend to question younger employees’
ethic and abilities and strengths. But     end users.                                   experience, maturity and work ethic.
there are also many opportunities for        While multigenerational teams struggle        Samantha, a newly hired 28-year
exciting intergenerational collaboration   to understand each other, some of the        old vice president of a small company
that can benefit customers. The business   most difficult situations involve managing   is meeting with David, a 52-year old
of market research, advertising and        a much older or younger staff. Younger       manager who reports to her. Samantha
branding is constantly changing. Diverse   managers sometimes categorize their          asks David to spearhead a project to




24 	                                                                          	                MRA’s Alert! Magazine – December 2011
                                                                                                MRA’s Alert! Magazine – January 2012
create a Facebook page for their company.     younger managers on merit rather than
                                        David responds that he does not know          age. While a seasoned employee may
                                        much about Facebook but comments that         resent a younger person coming in and
                                        his teenage sons use it all the time. When    telling him what to do, it is likely this
                                        David asks why the company would want         person has something unique to offer.
                                        a Facebook page, Samantha rolls her eyes         Sometimes the resentment toward a
                                        and chalks this up to David being behind      younger boss has more to do with the
                                        the times.                                    older worker than anything the younger
                                           Robert is a 61-year old supervisor and     manager has done. Reporting to a
                                        is constantly receiving requests from his     younger manager can trigger feelings of
                                        team about working from home. While           inadequacy, feeling “old,” and regret for
                                        much of his team’s work does not have         how an older worker’s career has turned
                                        to be done on site, he does not believe in    out. The older worker may think back to
                                        the concept. Since many of the staff are      when he began his career and second



                                       “While multigenerational teams struggle to
                                        understand each other, some of the most
                                        difficult situations involve managing a much
                                        older or younger staff. Younger managers
                                        sometimes categorize older workers as slower,
                                        technologically deficient and archaic. Older
                                        managers tend to question younger employees’
                                        experience, maturity and work ethic.”
                                        in their twenties and thirties and have       guess choices. Older workers feeling this
                                        young children, he expects that much          way should contemplate possible changes
                                        work won’t be getting done at home.           so their work (and life) is more fulfilling.
                                        Robert tends to have less confidence in          Older employees struggling with
                                        employees wanting flexible schedules.         accepting their younger managers should
                                          What can Samantha and Robert do to          focus on getting along with them and
                                        better lead their employees of different      supporting them as they would with any
                                        generations? Samantha would probably          other boss. In managing the situation, the
                                        best engage David if she approached the       older worker should consider:
                                        Facebook situation with patience and          1.	 Keeping an open mind about the
                                        additional training. Robert would likely           younger manager. Almost everyone
                                        inspire the most loyalty with his team by          we encounter at work can teach
                                        being a bit more flexible. If Robert made          us something. At the very least,
                                        an effort to put some work-life balance            most younger managers have fresh
                                        policies in place his staff might perceive         new ideas that can invigorate the
                                        him as more reasonable and work even               workplace.
                                        harder to get their jobs done.                2.	 Offering the younger boss support,
                                          There are challenges from the                    particularly when other staff is being
                                        subordinate’s perspective as well.                 uncooperative. The younger boss will
                                          While it is usually a mistake to                 appreciate and remember those who
                                        underestimate a younger manager, many              supported him.
                                        older workers do. Sure, it is possible that   3.	 Avoiding discussion of the younger
                                        a younger employee might have been                 manager’s age. When an older
                                        hired or promoted due to nepotism or               worker starts to compare the younger
                                        other unjustifiable reasons. But typically,        manager to his daughter or even
                                        that younger person is deserving of the            granddaughter, it can offend the
                                        position due to education, experience,             younger manager. Younger managers
                                        leadership potential or other abilities.           know their age; they don’t need older
                                        Regardless, it is important to judge               staff reminding them.

MRA’s Alert! Magazine – January 2012                                                                                	          25
Tablets: Evolving from Personal to Business By Elaine B. Coleman, Desirée Davis, Kari Cafouros, Randy Hellman & Aric Ackerman
Tablets: Evolving from Personal to Business By Elaine B. Coleman, Desirée Davis, Kari Cafouros, Randy Hellman & Aric Ackerman
Tablets: Evolving from Personal to Business By Elaine B. Coleman, Desirée Davis, Kari Cafouros, Randy Hellman & Aric Ackerman
Tablets: Evolving from Personal to Business By Elaine B. Coleman, Desirée Davis, Kari Cafouros, Randy Hellman & Aric Ackerman
Tablets: Evolving from Personal to Business By Elaine B. Coleman, Desirée Davis, Kari Cafouros, Randy Hellman & Aric Ackerman
Tablets: Evolving from Personal to Business By Elaine B. Coleman, Desirée Davis, Kari Cafouros, Randy Hellman & Aric Ackerman
Tablets: Evolving from Personal to Business By Elaine B. Coleman, Desirée Davis, Kari Cafouros, Randy Hellman & Aric Ackerman
Tablets: Evolving from Personal to Business By Elaine B. Coleman, Desirée Davis, Kari Cafouros, Randy Hellman & Aric Ackerman
Tablets: Evolving from Personal to Business By Elaine B. Coleman, Desirée Davis, Kari Cafouros, Randy Hellman & Aric Ackerman
Tablets: Evolving from Personal to Business By Elaine B. Coleman, Desirée Davis, Kari Cafouros, Randy Hellman & Aric Ackerman
Tablets: Evolving from Personal to Business By Elaine B. Coleman, Desirée Davis, Kari Cafouros, Randy Hellman & Aric Ackerman
Tablets: Evolving from Personal to Business By Elaine B. Coleman, Desirée Davis, Kari Cafouros, Randy Hellman & Aric Ackerman
Tablets: Evolving from Personal to Business By Elaine B. Coleman, Desirée Davis, Kari Cafouros, Randy Hellman & Aric Ackerman
Tablets: Evolving from Personal to Business By Elaine B. Coleman, Desirée Davis, Kari Cafouros, Randy Hellman & Aric Ackerman
Tablets: Evolving from Personal to Business By Elaine B. Coleman, Desirée Davis, Kari Cafouros, Randy Hellman & Aric Ackerman
Tablets: Evolving from Personal to Business By Elaine B. Coleman, Desirée Davis, Kari Cafouros, Randy Hellman & Aric Ackerman
Tablets: Evolving from Personal to Business By Elaine B. Coleman, Desirée Davis, Kari Cafouros, Randy Hellman & Aric Ackerman
Tablets: Evolving from Personal to Business By Elaine B. Coleman, Desirée Davis, Kari Cafouros, Randy Hellman & Aric Ackerman
Tablets: Evolving from Personal to Business By Elaine B. Coleman, Desirée Davis, Kari Cafouros, Randy Hellman & Aric Ackerman

More Related Content

Viewers also liked

Plantilla con-normas-icontec (4)
Plantilla con-normas-icontec (4)Plantilla con-normas-icontec (4)
Plantilla con-normas-icontec (4)Juan Ossa
 
28noviembre1970
28noviembre197028noviembre1970
28noviembre1970VESCELIA
 
Tweets und Aktienkurse? Wertvolle Erkenntnisse durch Data Blending gewinnen
Tweets und Aktienkurse? Wertvolle Erkenntnisse durch Data Blending gewinnenTweets und Aktienkurse? Wertvolle Erkenntnisse durch Data Blending gewinnen
Tweets und Aktienkurse? Wertvolle Erkenntnisse durch Data Blending gewinnenit-novum
 
Spirent TestCenter Virtual on OracleVM
Spirent TestCenter Virtual on OracleVMSpirent TestCenter Virtual on OracleVM
Spirent TestCenter Virtual on OracleVMMalathi Malla
 
Managed-Defence-on-Vessels_en
Managed-Defence-on-Vessels_enManaged-Defence-on-Vessels_en
Managed-Defence-on-Vessels_enIntellicomp GmbH
 
Programa dia de_la_persona_emprendedora_2011_aragon
Programa dia de_la_persona_emprendedora_2011_aragonPrograma dia de_la_persona_emprendedora_2011_aragon
Programa dia de_la_persona_emprendedora_2011_aragonCarmen Urbano
 
I Sistemi di scambio non monetari
I Sistemi di scambio non monetariI Sistemi di scambio non monetari
I Sistemi di scambio non monetariIFLab
 
Power point on linux commands,appache,php,mysql,html,css,web 2.0
Power point on linux commands,appache,php,mysql,html,css,web 2.0Power point on linux commands,appache,php,mysql,html,css,web 2.0
Power point on linux commands,appache,php,mysql,html,css,web 2.0venkatakrishnan k
 
Aplicacion de nuevas tecnologias Internet
Aplicacion de nuevas tecnologias Internet Aplicacion de nuevas tecnologias Internet
Aplicacion de nuevas tecnologias Internet Jhair2012
 
Functional analysis aiesec in spain 1213
Functional analysis aiesec  in spain 1213Functional analysis aiesec  in spain 1213
Functional analysis aiesec in spain 1213Jeesoo
 
EPSILON'S ENTERPRISE CONNECT SERVICES: TURNING PAIN POINTS INTO PROFITABILITY
EPSILON'S ENTERPRISE CONNECT SERVICES: TURNING PAIN POINTS INTO PROFITABILITYEPSILON'S ENTERPRISE CONNECT SERVICES: TURNING PAIN POINTS INTO PROFITABILITY
EPSILON'S ENTERPRISE CONNECT SERVICES: TURNING PAIN POINTS INTO PROFITABILITYGeraldine Tan
 
Overcoming challenges relating to operational implementation
Overcoming challenges relating to operational implementationOvercoming challenges relating to operational implementation
Overcoming challenges relating to operational implementationsaamali
 
Final Nacional Premio EmprendedorXXI 2009
Final Nacional Premio EmprendedorXXI 2009Final Nacional Premio EmprendedorXXI 2009
Final Nacional Premio EmprendedorXXI 2009Caixa Capital Risc
 
Parques Nacionales de Canarias
Parques Nacionales de CanariasParques Nacionales de Canarias
Parques Nacionales de Canariasalbahm
 
Otros cuentos de otras calles - Lilith Cohen
Otros cuentos de otras calles - Lilith CohenOtros cuentos de otras calles - Lilith Cohen
Otros cuentos de otras calles - Lilith CohenJulio Cesar Pison
 
Hidrogeología básica de la Península de Yucatán
Hidrogeología básica de la Península de YucatánHidrogeología básica de la Península de Yucatán
Hidrogeología básica de la Península de YucatánEmiliano Monroy Ríos
 

Viewers also liked (20)

Plantilla con-normas-icontec (4)
Plantilla con-normas-icontec (4)Plantilla con-normas-icontec (4)
Plantilla con-normas-icontec (4)
 
Programa Conjunto: Justicia, Seguridad, Comunidad y Desarrollo Económico
Programa Conjunto: Justicia, Seguridad, Comunidad y Desarrollo EconómicoPrograma Conjunto: Justicia, Seguridad, Comunidad y Desarrollo Económico
Programa Conjunto: Justicia, Seguridad, Comunidad y Desarrollo Económico
 
Drum Cafe
Drum CafeDrum Cafe
Drum Cafe
 
28noviembre1970
28noviembre197028noviembre1970
28noviembre1970
 
Dossier Avalon Red
Dossier Avalon RedDossier Avalon Red
Dossier Avalon Red
 
Tweets und Aktienkurse? Wertvolle Erkenntnisse durch Data Blending gewinnen
Tweets und Aktienkurse? Wertvolle Erkenntnisse durch Data Blending gewinnenTweets und Aktienkurse? Wertvolle Erkenntnisse durch Data Blending gewinnen
Tweets und Aktienkurse? Wertvolle Erkenntnisse durch Data Blending gewinnen
 
Spirent TestCenter Virtual on OracleVM
Spirent TestCenter Virtual on OracleVMSpirent TestCenter Virtual on OracleVM
Spirent TestCenter Virtual on OracleVM
 
Managed-Defence-on-Vessels_en
Managed-Defence-on-Vessels_enManaged-Defence-on-Vessels_en
Managed-Defence-on-Vessels_en
 
Programa dia de_la_persona_emprendedora_2011_aragon
Programa dia de_la_persona_emprendedora_2011_aragonPrograma dia de_la_persona_emprendedora_2011_aragon
Programa dia de_la_persona_emprendedora_2011_aragon
 
Algoritmos
AlgoritmosAlgoritmos
Algoritmos
 
I Sistemi di scambio non monetari
I Sistemi di scambio non monetariI Sistemi di scambio non monetari
I Sistemi di scambio non monetari
 
Power point on linux commands,appache,php,mysql,html,css,web 2.0
Power point on linux commands,appache,php,mysql,html,css,web 2.0Power point on linux commands,appache,php,mysql,html,css,web 2.0
Power point on linux commands,appache,php,mysql,html,css,web 2.0
 
Aplicacion de nuevas tecnologias Internet
Aplicacion de nuevas tecnologias Internet Aplicacion de nuevas tecnologias Internet
Aplicacion de nuevas tecnologias Internet
 
Functional analysis aiesec in spain 1213
Functional analysis aiesec  in spain 1213Functional analysis aiesec  in spain 1213
Functional analysis aiesec in spain 1213
 
EPSILON'S ENTERPRISE CONNECT SERVICES: TURNING PAIN POINTS INTO PROFITABILITY
EPSILON'S ENTERPRISE CONNECT SERVICES: TURNING PAIN POINTS INTO PROFITABILITYEPSILON'S ENTERPRISE CONNECT SERVICES: TURNING PAIN POINTS INTO PROFITABILITY
EPSILON'S ENTERPRISE CONNECT SERVICES: TURNING PAIN POINTS INTO PROFITABILITY
 
Overcoming challenges relating to operational implementation
Overcoming challenges relating to operational implementationOvercoming challenges relating to operational implementation
Overcoming challenges relating to operational implementation
 
Final Nacional Premio EmprendedorXXI 2009
Final Nacional Premio EmprendedorXXI 2009Final Nacional Premio EmprendedorXXI 2009
Final Nacional Premio EmprendedorXXI 2009
 
Parques Nacionales de Canarias
Parques Nacionales de CanariasParques Nacionales de Canarias
Parques Nacionales de Canarias
 
Otros cuentos de otras calles - Lilith Cohen
Otros cuentos de otras calles - Lilith CohenOtros cuentos de otras calles - Lilith Cohen
Otros cuentos de otras calles - Lilith Cohen
 
Hidrogeología básica de la Península de Yucatán
Hidrogeología básica de la Península de YucatánHidrogeología básica de la Península de Yucatán
Hidrogeología básica de la Península de Yucatán
 

Similar to Tablets: Evolving from Personal to Business By Elaine B. Coleman, Desirée Davis, Kari Cafouros, Randy Hellman & Aric Ackerman

Leadership That Gets Resultsby Daniel GolemanReprint r.docx
Leadership That Gets Resultsby Daniel GolemanReprint r.docxLeadership That Gets Resultsby Daniel GolemanReprint r.docx
Leadership That Gets Resultsby Daniel GolemanReprint r.docxDIPESH30
 
Windsor Conference Has Hr Learned From The Past Mtim 1010
Windsor Conference Has Hr Learned From The Past Mtim 1010Windsor Conference Has Hr Learned From The Past Mtim 1010
Windsor Conference Has Hr Learned From The Past Mtim 1010Marc Timmerman
 
Why leaders in 21st century fail
Why leaders in 21st century failWhy leaders in 21st century fail
Why leaders in 21st century failRajul Lokhandwala
 
Why leaders in 21st century fail
Why leaders in 21st century failWhy leaders in 21st century fail
Why leaders in 21st century failRajul Lokhandwala
 
Dr Temares - Understanding True Leadership
Dr Temares - Understanding True LeadershipDr Temares - Understanding True Leadership
Dr Temares - Understanding True LeadershipSolusoft
 
Top tips for talent b&t 6 aug 2010
Top tips for talent b&t 6 aug 2010Top tips for talent b&t 6 aug 2010
Top tips for talent b&t 6 aug 2010Adam Joseph
 
Marketing to Generation Z
Marketing to Generation ZMarketing to Generation Z
Marketing to Generation ZHavas People
 
Cipd Ireland Where Are Tomorrows Leaders Today Final Version Mtim 1110
Cipd Ireland Where Are Tomorrows Leaders Today Final Version Mtim 1110Cipd Ireland Where Are Tomorrows Leaders Today Final Version Mtim 1110
Cipd Ireland Where Are Tomorrows Leaders Today Final Version Mtim 1110Marc Timmerman
 
Its mf 2012 symposium brand presentation manfredo 8.12
Its mf 2012 symposium brand presentation manfredo 8.12Its mf 2012 symposium brand presentation manfredo 8.12
Its mf 2012 symposium brand presentation manfredo 8.12Joel Manfredo
 
Detailed Individual Assignment FormatLecture of 22nd February .docx
Detailed Individual Assignment FormatLecture of 22nd February .docxDetailed Individual Assignment FormatLecture of 22nd February .docx
Detailed Individual Assignment FormatLecture of 22nd February .docxsimonithomas47935
 
ACG Presentation Little America, Salt Lake City 8 Jun2010
ACG Presentation Little America, Salt Lake City 8 Jun2010ACG Presentation Little America, Salt Lake City 8 Jun2010
ACG Presentation Little America, Salt Lake City 8 Jun2010Jeff Davis
 
June 2010 Jeff Davis Presentation at the ACG Utah Breakfast Meeting
June 2010 Jeff Davis Presentation at the ACG Utah Breakfast MeetingJune 2010 Jeff Davis Presentation at the ACG Utah Breakfast Meeting
June 2010 Jeff Davis Presentation at the ACG Utah Breakfast MeetingDavid Politis
 
Personal branding and Personal Networking
Personal branding and Personal NetworkingPersonal branding and Personal Networking
Personal branding and Personal NetworkingPrateek Singh
 
Recruiting and Managing Millennials
Recruiting and Managing MillennialsRecruiting and Managing Millennials
Recruiting and Managing MillennialsLucas Group
 
HR Dilemmas in Professional Associations
HR Dilemmas in Professional AssociationsHR Dilemmas in Professional Associations
HR Dilemmas in Professional AssociationsTimMcConnellHRC
 
100+ Bullet Points from the #WOMMASummit by @jessedee
100+ Bullet Points from the #WOMMASummit by @jessedee100+ Bullet Points from the #WOMMASummit by @jessedee
100+ Bullet Points from the #WOMMASummit by @jessedeeJesse Desjardins - @jessedee
 

Similar to Tablets: Evolving from Personal to Business By Elaine B. Coleman, Desirée Davis, Kari Cafouros, Randy Hellman & Aric Ackerman (20)

Creating Value No.13 - IMAP's flagship mid-market M&A publication - now avail...
Creating Value No.13 - IMAP's flagship mid-market M&A publication - now avail...Creating Value No.13 - IMAP's flagship mid-market M&A publication - now avail...
Creating Value No.13 - IMAP's flagship mid-market M&A publication - now avail...
 
Leadership That Gets Resultsby Daniel GolemanReprint r.docx
Leadership That Gets Resultsby Daniel GolemanReprint r.docxLeadership That Gets Resultsby Daniel GolemanReprint r.docx
Leadership That Gets Resultsby Daniel GolemanReprint r.docx
 
Windsor Conference Has Hr Learned From The Past Mtim 1010
Windsor Conference Has Hr Learned From The Past Mtim 1010Windsor Conference Has Hr Learned From The Past Mtim 1010
Windsor Conference Has Hr Learned From The Past Mtim 1010
 
Why leaders in 21st century fail
Why leaders in 21st century failWhy leaders in 21st century fail
Why leaders in 21st century fail
 
Why leaders in 21st century fail
Why leaders in 21st century failWhy leaders in 21st century fail
Why leaders in 21st century fail
 
Tom Peters
Tom PetersTom Peters
Tom Peters
 
Dr Temares - Understanding True Leadership
Dr Temares - Understanding True LeadershipDr Temares - Understanding True Leadership
Dr Temares - Understanding True Leadership
 
Top tips for talent b&t 6 aug 2010
Top tips for talent b&t 6 aug 2010Top tips for talent b&t 6 aug 2010
Top tips for talent b&t 6 aug 2010
 
Marketing to Generation Z
Marketing to Generation ZMarketing to Generation Z
Marketing to Generation Z
 
Cipd Ireland Where Are Tomorrows Leaders Today Final Version Mtim 1110
Cipd Ireland Where Are Tomorrows Leaders Today Final Version Mtim 1110Cipd Ireland Where Are Tomorrows Leaders Today Final Version Mtim 1110
Cipd Ireland Where Are Tomorrows Leaders Today Final Version Mtim 1110
 
Its mf 2012 symposium brand presentation manfredo 8.12
Its mf 2012 symposium brand presentation manfredo 8.12Its mf 2012 symposium brand presentation manfredo 8.12
Its mf 2012 symposium brand presentation manfredo 8.12
 
Detailed Individual Assignment FormatLecture of 22nd February .docx
Detailed Individual Assignment FormatLecture of 22nd February .docxDetailed Individual Assignment FormatLecture of 22nd February .docx
Detailed Individual Assignment FormatLecture of 22nd February .docx
 
ACG Presentation Little America, Salt Lake City 8 Jun2010
ACG Presentation Little America, Salt Lake City 8 Jun2010ACG Presentation Little America, Salt Lake City 8 Jun2010
ACG Presentation Little America, Salt Lake City 8 Jun2010
 
June 2010 Jeff Davis Presentation at the ACG Utah Breakfast Meeting
June 2010 Jeff Davis Presentation at the ACG Utah Breakfast MeetingJune 2010 Jeff Davis Presentation at the ACG Utah Breakfast Meeting
June 2010 Jeff Davis Presentation at the ACG Utah Breakfast Meeting
 
Personal branding and Personal Networking
Personal branding and Personal NetworkingPersonal branding and Personal Networking
Personal branding and Personal Networking
 
Race in PR: Bame lived experiences in the UK PR industry
Race in PR: Bame lived experiences in the UK PR industryRace in PR: Bame lived experiences in the UK PR industry
Race in PR: Bame lived experiences in the UK PR industry
 
Recruiting and Managing Millennials
Recruiting and Managing MillennialsRecruiting and Managing Millennials
Recruiting and Managing Millennials
 
HR Dilemmas in Professional Associations
HR Dilemmas in Professional AssociationsHR Dilemmas in Professional Associations
HR Dilemmas in Professional Associations
 
Personality Typologies
Personality TypologiesPersonality Typologies
Personality Typologies
 
100+ Bullet Points from the #WOMMASummit by @jessedee
100+ Bullet Points from the #WOMMASummit by @jessedee100+ Bullet Points from the #WOMMASummit by @jessedee
100+ Bullet Points from the #WOMMASummit by @jessedee
 

Tablets: Evolving from Personal to Business By Elaine B. Coleman, Desirée Davis, Kari Cafouros, Randy Hellman & Aric Ackerman

  • 1. Alert! Marketing Research Association January 2012 · Vol. 52 · No. 1 The New Gen Pop What’s his Generation Y Meets MR demographic, Do Demographics really? Make Us Irrelevant?
  • 2. Certainty Matters Especially these days, very few things in life or in business are certain. But with Logit as your data collection partner, you can be certain that your next project will be stress free - we guarantee it. You can be certain about our fair and consistent pricing. No hidden charges, add-ons or surprises. You can also be certain about the Logit team delivering results on time and with the highest levels of quality in the business. Call John Wulff at 1-866-845-6448 ext 248. If he doesn’t answer, he’ll be certain to call you back. www.logitgroup.com 2 MRA’s Alert! Magazine – January 2012
  • 3. Contents January 2012 Editor Amy Shields, PRC Editorial Board Nancy Cearley, PRC Sherri Dansby, PRC Amber Leila Esco, PRC Steven Gittelman Pat Graham Twitter @MRA_National Phone 860.682.1000 Fax 888.512.1050 Look for us on Facebook and Linkedin. Article ideas? Contact Amy Shields at amy.shields@marketingresearch.org. Advertise in Alert! Contact Lisa Lockwood for information at lisa.lockwood@marketingresearch.org or 860.682.1000. 12 The views expressed in Alert! are solely those of the authors and do not necessarily reflect Member Spotlight the opinions or positions of MRA. Jay White Alert! is available online: alert.MarketingResearch.org Upcoming Conferences June 4-6, 2012 Features MRA’s Annual Conference San Diego 6 18 Generation Y Meets Do Demographics Make Us September 19-21, 2012 Market Research Irrelevant? Corporate Researchers Conference By Michael Stanat By Marshall Toplansky Dallas Keeping Informed 24 Balancing Multiple Generations 32 Tablets: Evolving from Personal at Work to Business By Jennifer FitzPatrick, By Elaine B. Coleman, Desirée Davis, MSW, LCSW-C Kari Cafouros, Randy Hellman & Aric Ackerman 28 Making the Leap from Market Research to Insight Part One: The Four Places Insights Hide By Thom Pulliam Departments 14 Letter From the Editor 16 Message from MRA’s CEO 11 Welcome New Members 38 Legislative Update 12 Member Spotlight 41 Chapter Update “There no longer is a typical anything,” says Marshall Toplansky on Page 20, “there is no 14 Chairman’s Perspective 42 Industry News & Announcements single segment that defines us in general terms as a society.” So where does our plugged-in cover kid fit in this new reality? Mastering demographics is key to marketing research’s future. MRA’s Alert! Magazine – January 2012 3
  • 4. Letter From the Editor 2012: A Time to Move Forward move the close-knit world of marketing lessons MRA members have learned from research forward. trusted advisors and how fun to reflect on The concept of the book, Baseball Lives: the history of members who come from a Men and Women of the Game Talk about long line of researchers! Their Jobs, Their Lives, and the National This month’s theme, the new general Pastime by Mike Bryan, is to provide an population, resulted in dissimilar points of original point of view by interviewing view, as revealed in Generation Y Meets professional baseball personnel at all Market Research by Michael Stanat, and levels – from bus drivers and batting Marshall Toplansky’s, Do Demographics practice pitchers to coaches, janitors Make Us Irrelevant? It is also exciting and players’ wives. This notion intrigued to hear from a new contributor, Thom and inspired me because, although MR Pulliam, who will be authoring a three is not the size of some other industries, part series relating to insights. This it is a complicated and diverse field that month, Thom focuses on the varying draws from: the experience of seasoned types of insights and what they mean, professionals, the enthusiasm of young while he will specifically tackle deriving professionals, and the dedication of every insights from qualitative research in “player” - from the interviewer/recruiter the March issue, and the same for to the supervisor, project/database/HR/ quantitative research in May. IT manager, service provider, practitioner, While I am personally not inspired consultant, educator, corporate by New Year’s resolutions and cannot researcher, executive, and beyond. remember ever making one, I am This clearly provides an endless wealth motivated by goal setting throughout the The diversity from which we draw of knowledge to learn from and about. year. As communicated in the article, The inspiration is fascinating. Is the New Jennifer FitzPatrick’s article, Balancing 5 Steps to Setting SMART Business Goals Year a time for resolutions, reinforcement, Multiple Generations at Work, touches (from Darrell Zahorsky, former About.com or just another period of time on the upon this area, as does our interview with Guide), I have found it useful to apply calendar? Does it motivate, overwhelm Jay White, a veteran researcher with flare. the following principles of S.M.A.R.T. for or depress? For me, it’s a time to Being somewhat obsessed with the business goal setting: reflect on the past and focus on the human interest focus, I recently emailed Specific: Great goals are well-defined future, to review accomplishments industry friends asking if they are aware and focused. and strategize regarding how to move of MRA members who have a unique Measurable: A goal without a personal and professional life forward, story (to be interviewed for Alert!). In measurable outcome is like a sports and to concentrate on being involved addition to some wonderful Spotlight competition without a scoreboard or scorekeeper. Attainable: Dream big and aim for the stars but keep one foot firmly based “ he diversity from which we draw inspiration T in reality. Check with your industry association to get a handle on realistic is fascinating. Is the New Year a time for growth in your industry to set smart goals. resolutions, reinforcement, or just another Relevant: Achievable business goals are based on the current conditions and period of time on the calendar? Does it realities of the business climate. Time-Based: Business goals and motivate, overwhelm or depress?” objectives just don’t get done when there’s no time frame tied to the goal- setting process. and engaged in every minute of life. recommendations, one leader also We wish all readers of Alert! personal Specifically, in terms of Alert! and presented ideas for future content that and professional prosperity for 2012 and looking to the year ahead, the human I am excited to “steal” and run with. In beyond. interest angle continues to surface as a the near future, all members will receive compelling area of focus. (After all, we a quick and simple link to a survey that Amy Shields, PRC is the Editor of are a relatively small industry that is asks if they are a second+ generation Alert!. She can be reached at relationship-centric.) With this in mind, researcher and who their MR mentor is/ amy.shields@marketingresearch.org. 2012’s Alert! will offer many stories was. The results will either be published about the lives of our members and the as two separate articles or periodically history of our profession, in addition to over the course of the year, depending on continuing to provide insights that help response. How educational to hear the 4 MRA’s Alert! Magazine – January 2012
  • 5. Three motivating days of high-level content An energetic and welcoming environment A genuine peer-to-peer event where life experience merges with learning MRA’s Annual Conference & Expo has grown into a unique event that promotes learning, community and is designed to ignite conversations that matter. Our 2012 event will provide even more value, including several new features: · New! Seven additional education sessions in four new tracks covering · New! Speed Learning – Connect with peers who are speaking, business management, trends and technology, data integration and real interact with colleagues in the audience, and learn about a wildly world research. diverse number of topics. · New! Two networking receptions open to all attendees at no additional · New! Volume discount pricing when three or more register from charge, with one at the famed SeaWorld San Diego. the same organization. · New! CEO Symposium with an exclusive dinner and educational program. · New! Expo Grand Opening reception for extra time to network. Learn more about our New Annual Conference & Expo at www.ac12.MarketingResearch.org! MRA’s Alert! Magazine – January 2012 5
  • 6. 6 MRA’s Alert! Magazine – January 2012
  • 7. Generation Y Meets Market Research By Michael Stanat Last year, researchers witnessed dramatic changes on the world stage. They saw riots against longtime politicians televised from Arab streets, nationwide protests by Occupy Wall Street and riots in the streets of London about tuition hikes. Behind those headlines was a common thread: young people known as Generation Y playing a larger, more influential role in world economic, political and cultural transformations. Photo credit: David Shankbone Occupy Wall Street – photos from the camp in Zuccotti Park and the march against police brutality, walking to One Police Plaza, headquarters of the NYPD. MRA’s Alert! Magazine – January 2012 7
  • 8. For clients of research, the young people that young people tended to be driven • Engaging customer experience in this generation can heavily influence by status and affiliation, compared to Popular brands like IKEA and the success and strength of brands. In Boomers who were motivated more Apple capitalize on a marketing mix a matter of seconds, young people can by power and optimism. The study emphasizing affordable products, high share opinions globally about the brands compared findings from decades past quality and unparalleled customer they like and especially the ones they and found that the differences excluded experience. At the end of 2010, Apple dislike. And, as societies become older lifecycle variables. announced that it nearly quadrupled its in Europe, Japan and the United States, In a 2010 survey by Martin Lindstrom, year-on-year revenue in China largely companies are increasingly eyeing author of “Buyology” and “Brandwashed,” because of the iPhone and iPad. A key how to market to lucrative segments and SIS International Research, young part of that success was from China’s with disposable income and employ people were significantly more influenced young people and their exploding Generation Y in their organizations. by status, peer dynamics, customer demand for foreign branded products experience and word of mouth. which communicate status and are often Who is Generation Y? This drive for affiliation and affirmation perceived to be of higher quality. “Generation Y,” the group of young people coincides with the generation’s high Interestingly, some of the most born after 1980 and through the early usage of social media. Young people successful Generation Y entrepreneurs 1990s, is generally differentiated from spend time publicly accepting “friends,” cultivate these values in their companies. past generations by their individualism, “de-friending,” “liking” status updates Facebook’s corporate culture exemplifies consumerism and technology prowess. and constant in-group networking. Mark this emphasis on a competitively priced Many news articles write about a product – in this case generation of entitled, a free product – with praise-craving individuals whose ultimate pursuit is “ Generation Y,’ the group of young ‘ a focus on quality and experience. personal fulfillment. The reality is quite different. people born after 1980 and through the Because of new economic realities, Defined by seminal events such as the early 1990s, is generally differentiated Gen Y is on the hunt for high quality deals – Recession, Post 9-11 outlook, and global from past generations by their same quality products at discounted rates. economic and political individualism, consumerism and They do online price comparisons, online technology prowess. Many news articles transformation, many are shopping and look struggling to understand for their next deal write about a generation of entitled, just who this generation on popular sites like is. Groupon, Facebook praise-craving individuals whose Despite such a diverse Deals, Living Social generation across seven and Yelp. They receive continents, interesting commonalities exist. ultimate pursuit is personal fulfillment. the same quality entertainment at Young people around the world are less united The reality is quite different.” appealing prices on sites like Hulu, Netflix and by a common goal than iTunes. The concept of they are united in fear of lost prosperity Zuckerberg, arguably Generation Y’s the “hunt” and the experience for some and factors “holding them back.” In leading business icon, was illustrated in tends to be more important than the Emerging Markets, for example, youth are the movie “The Social Network” as driven marginal savings. FourSquare.com has concerned about unemployment, inflation by the desire to belong during his studies even integrated this concept of the hunt and competition for jobs to help them rise at Harvard. The success of Facebook into its customer experience as users in social class. In the United States, Japan is arguably so profound because it “check in” to places and “unlock” badges and Europe, young people are concerned first capitalized on the deeply rooted to be showcased on their profile pages. about debt, unemployment and tuition. underlying affiliation desires of college With these deals, they can influence And in the Middle East, youth are fearful students to join the network. opinion internet-wide on products of repressive systems having an impact Having endured the recession, tech- through internet memes, witty comments, on their prosperity. Frustrations towards savvy young people have adopted ways to viral videos and reviews. structures that are perceived to limit their reconcile unfavorable economic pressures Because of their innovative spirit success are commonly manifested in the with their motivations. and digital technological skill set, form of protests largely online and in the Today’s Gen Y consumer considers the Generation Y has drawn the attention of streets. following factors together: HR executives and marketing managers Globally, Generation Y shows • Competitive cost due to economic alike. The HR opportunity they see is interesting similarities across borders. realities not only in terms of attracting skilled One recent survey by Kenexa conducted • High quality or Strong Brand employees, but also Gen Y’s potential to in 28 of the largest economies showed 8 MRA’s Alert! Magazine – January 2012
  • 9. innovate new digital products. For many and at customer service by telephone, societies in Latin America and Middle large companies, developing a robust new touch-points in mobile, kiosk, tablets East raise new questions for researchers recruiting program, succession planning, and apps all make buying behavior much on how societies with more young people outreach programs, training program and more diverse. That Generation Y will be a impacts companies and societies. conflict-resolution procedures are top leading adopter of new technologies such HR initiatives. Companies like Standard as model raises the need to understand Researching Generation Y Charter in Singapore have aimed to Generation Y. While young people congregate in attract Generation Y by embracing digital Despite a global economy, Generation Y large numbers on social networks, a habits, e.g. providing iPads to staff and culturally differs from country to country. comprehensive picture is often needed to setting aside dedicated office space as For example, Chinese web-enabled youth account for slight differences in segments “hang out space.” access the internet almost twice as much and for the self-censorship that can occur However, this generation is far from as their USA and European counterparts. in certain mediums. In Generational homogenous. Lady Gaga commands much less of a fan- Research, hybrid methodologies can help Gen Y’s online habits are becoming following in China and Korea than do local contextualize cultural, behavioral and more diverse. A recent study by Gartner music stars. Gender dynamics can heavily attitudinal insight. China’s New Environment challenged myths about young peoples’ impact purchasing decisions in some Part of my research among China’s social media obsession. Nearly one in four countries and have little impact in other young people concerned the purchasing American Gen Y respondents considered countries. Subcultures can be lucrative habits of young people in a country themselves bored and “burnt out” by target segments for companies, but can known for price leadership of its goods. social media, while a slightly larger evolve rapidly. Online surveys and background research percentage mention higher usage than Societal representation of Generation on the topic were less common then. A before. Y also differs dramatically. In North basket of methodologies were needed, As the digital revolution continues, America, Europe, Japan and China, young such as many in-depth interviews, new customer touch-points can mean adults are already beginning to support ethnography, homestays, focus groups, more ways to reach out to new segments. their parents as they age, raising new offline surveys, quantitative research, Whereas previous generations once questions about the future of Generation secondary sources and cultural research. primarily engaged with brands at stores Y in ageing societies. In contrast, younger In the research, complex considerations impacted purchasing beyond price MRA’s Alert! Magazine – January 2012 9
  • 10. China’s Young People and quality concerns. also gaining more and more Respondents in some cases displayed conspicuous “ s the digital revolution continues, A attention in intergenerational research. consumption, spending beyond their comfort level. new customer touch-points can Summary Generation Y is rising on This was unexpected as income, inflation mean more ways to reach out to the world stage impacting politics, economics, societal pressures and fears about unemployment ranked very new segments. Whereas previous structures, the marketing landscape and marketing high in young peoples’ fears for the future. generations once primarily research. Understanding engaged with brands at stores and Ethnography and cultural the nuances can mean the research uncovered that difference between success at customer service by telephone, young people of moderate and failure for products and means occasionally brands. Hybrid research purchased expensive foreign branded goods as a means new touch-points in mobile, kiosk, programs and HR outreach can provide granular to communicate status in a society that emphasizes tablets and apps all make buying insight to make sense of and to engage a diverse hierarchy and relationship networks. For some, this was behavior much more diverse.” generation worldwide. Michael Stanat is a Global both ironic and intriguing, as Youth Research Specialist, skate parks and bars, can provide China is technically a communist country and a speaker on Generation Y issues. A deep observational insight from peer with Confucian values of thrift. The fellow member of Generation Y, he is the researchers on-the-ground. As the analysis provided more topics for further published author of “China’s Generation need for affiliation is important for this inquiry. Y: Understanding the Future Leaders of generation, some researchers have Co-creation, ethnography and cultural the World’s Next Superpower.” Stanat is a employed word of mouth and buzz research together can help to provide Global Emerging Markets Executive at SIS tracking to understand how interpersonal context and understand intergenerational International Research, and has previously influence can impact purchasing. differences. “Coolhunting,” in which worked at market research firms in China In addition, the study of Semiotics, peer researchers conduct ethnography and the Middle East. Behavioral Psychology and Heuristics are in respondents’ preferred venues like 10 MRA’s Alert! Magazine – January 2012
  • 11. Welcome New Members Jonathan Ashton Paul Kennedy Lauren Olmsted Aflac, Inc. Two Thirds Sky Boston University Midland, GA Brisbane, Australia Boston, MA Victoria Bourbeau Andrzej Ludek Jon Pennington Phoenix, AZ Almares Institute for Consulting University of Minnesota and Market Research Minneapolis, MN Dale Cake Warsaw, Poland Bloomsburg University Bonnie Reenstra Ardmore, PA Jennifer Miller Blue Sky Research Group, LLC Plaza Research - Denver Tarpon Springs, FL Carol Clerico Denver, CO Johnson & Johnson Ian Sephton Skillman, NJ Elissa Molloy California Lutheran University Australian Market & Social Research Encino, CA Zoni Hansen Society Medtronic ENT Glebe, Austalia Valerie St. James Jacksonville, FL Johnson & Johnson Tanya Mulvey Montreal, QC Michael Hayes Society for Human Veris Consulting Resource Management For more information on joining MRA, Reston, VA Alexandria, VA visit www.marketingresearch.org/ membership ONLINESAMPLE. ONLINEPANELS. ONLINERESEARCH. ESEARCH.COM esearch@esearch.com Since 1995, researchers have called on Esearch.com for their online panel needs Esearch.com, Inc. online fielding support for research www.esearch.com esearch@esearch.com 310.265.4608 MRA’s Alert! Magazine – January 2012 11
  • 12. Member Spotlight Jay White – Remaining Immature for all Eternity By Amy Shields, PRC from Jay through updates and articles that he and the committee contribute to Alert! magazine in the coming year. Therefore, January seemed an appropriate time to spotlight this very special member of the Association. While Jay has worked exclusively in marketing research since November of 1996, MR was a part of his marketing position long before then, albeit as more of a “generalist”. Most of his experience, about 90 percent in fact, lies in qualitative framework, although he understands, embraces and values quantitative research as well. It is always fun to learn the pre-MR history of marketing research professionals and I personally could not wait to hear what Jay’s background was before entering the world of research. As it turns out, the most interesting job he had was working as a Hospice Corpsman during the Vietnam War years when he was often placed in situations where he was the only medical personnel at hand and, therefore, was the “physician”. As you can imagine, this was a scary, fulfilling, challenging, gut wrenching and yes, interesting time for Jay. Then there was the memorable period of time when a 14 year old Jay worked in an old fashioned German bakery where he was taught to decorate wedding and birthday cakes, and where, when he turned 16 years old, he then had to deliver them. When Jay purchased his facility, which had declined over the decades, he was completely and utterly frightened. With one full-time employee (himself) and three on-call aging part-time employees, If you have ever met Jay White, PRC, you probably who wouldn’t be scared? As things agree that he is one of the most gregarious, smart stand today, Baltimore Research’s staff fluxuates between 70 and 85 employees and colorful (no, not just his apparel but mostly his at any given time, and by the close of spirit) people you have had the pleasure of meeting. 2011, Jay and his partner, Ted Watson, will have provided employment to over 500 individuals. This is undoubtedly Jay is the CEO and Co-Owner of a member, he has: served as President of Jay’s proudest accomplishment. What Baltimore Research, a full-service the Mid-Atlantic Chapter; co-organized does he consider the smartest business marketing research firm and facility in many chapter events; introduced decision he’s ever made? Quite simply, Baltimore, Maryland. He has been a speakers at national conferences; been a and with certitude, it was the addition member of the MRA since November of buddy, a ticket-taker and PRC scanner; of Ted Watson as his business partner 1998, despite the fact that I incorrectly and most recently, was appointed and co-owner, whom today Jay considers indicated that his “start date” was 2005 Chair of the Standards and Ethics to be his brother. Jay cites that the in November’s issue (under his Corporate Committee. This new post is a significant significant contributions from his partner Researcher’s Conference quote on page commitment and one that assures have directly led to the success and 44 of that issue). During Jay’s 13 years as members will be seeing and hearing more accomplishments at Baltimore Research 12 MRA’s Alert! Magazine – January 2012
  • 13. (and in Jay’s life as a whole). working in marketing research, there is after all, it is critical to show that we take It seemed apropos, bearing in mind no horizon; most jobs are awarded two to our clients’ problems seriously. He goes the outgoing nature of his personality in four weeks prior to execution. Most folk’s on to ask, on the other hand, “Must we be general, to ask what Jay considers the calendar is blank two to three months so boring?” To answer this question, he most fun aspect of his marketing research out...at least, I know ours is.” turns to Jay White, who clearly doesn’t function. It is clear that he has the most Married to his college sweetheart for think so as he states, “We want to fun when expanding (adding additional 43½ years, Jay is also the father of two entertain. We certainly don’t want the fun square footage) to his offices, and when sons and the very proud grandfather of factor to diminish the serious side of our attending industry conferences, of five grandchildren. To see Jay speak of firm. But one of our goals is to inform and which he considers the MRA “gigs” to his grandchildren is like watching the amuse our clients.” Macdonald himself be the best, believing they provide an best feel-good movie you’ve ever seen. then shares, “But most amusing to me opportunity to learn from (and “size up”) And, I also have it on very good authority was the wall of identical clocks at the his peers, whom often turn out to be that they might just be the luckiest top of the stairs. Instead of showing the competitors. He is quite serious when he grandchildren in the world since Jay’s time in cities around the world, these 25 says that MRA conferences assist with vocabulary doesn’t include the word “no” clocks are labeled to show the time in “getting smarter as I go along”. when it comes to his beloved. In addition neighborhoods around Baltimore.” As a vested marketing research to running a successful business and What Jay didn’t share during his professional myself, I love to hear stories spending time with his adored family, Jay interview, but that I know full well, is that about the most peculiar requests others and his wife are also avid gardeners and he also did some modeling in his younger in the industry have received. Like most maintain four and a half acres at Birch Hill years. While he certainly gave James researchers will communicate, Jay has on the coast of Maine, near Bar Harbor. Dean, Cary Grant and Marlon Brando a had many out of the ordinary requests They also support a variety of charities, run for their money, I can assure you that from clients over the years, but was with animal rights being their number his blue eyes still sparkle as brightly today able to narrow the “strangest” down to one cause. as they did when he was a stunning 20 these two: the recruitment of individuals Jay’s favorite quote comes from John year old. Jay might well have a personality whom regularly call 900 adult phone lines Dunn and goes like this, “It is true that that is “larger than life”, but don’t let and the moderator who demanded to I may not be young anymore, but I can that fool you; he is also one smart cookie see three bananas at various stages of stay immature for all eternity.” Again, if – somebody our industry is fortunate to ripeness and who, after selecting one, you know Jay, you will agree that this have as a practitioner and ambassador. requested that Jay peel and slice it for is a fitting quote and it aligns well with Please join me as I humbly request of Jay him! his overall philosophy about life. In fact, that he remain immature (and brilliant) When asked what are the most Jay was recently interviewed by Rob for eternity and that he continue to cast challenging issues he’s facing as a Macdonald of the Baltimore Business the very unique effervescence that IS Jay business professional, Jay commented, Journal. The October article was for White. “My biggest challenges are how to grow a Get Smart on Work and Life feature the business, maintain quality, keep costs and was titled Being Funny Gets More To recommend an MRA member at bay, and provide a decent living for all Than Laughs, It Gets Good Results. Mr. with a special story or background to of the quality individuals – and there are Macdonald relates that most companies be interviewed for a future Member many - ‘under my wing’. For most of us avoid humor like the plague because, Spotlight, please contact the editor at amy.shields@marketingresearch.org. MRA’s Alert! Magazine – January 2012 13
  • 14. Chairman’s Perspective Can you actually sample a Gen Pop? representative. Eventually, their comfort Hispanic and Asian populations in the level improved as the industry completed United States. The majority of general comparison studies to demonstrate population studies are conducted results online compared to other data in English only – excluding the collection methods. More importantly, unacculturated. they were making sound business • Besides ethnic issues, other decisions based on this research, and it demographic groups are frequently didn’t backfire on them. I think the final excluded due to the data collection converts to online research were won over method. This includes senior citizens, once they realized traditional telephone youth, lower income households, higher research is far from being representative household incomes, more rural areas these days. So why aren’t most general and many other groups. population samples representative? The So many marketers (secretly) say reasons are numerous: “sure, I realize the sample excludes some • While there is a lot of talk about multi- portions of the population, but the sample mode data collection, let’s face it – most is still representative for my needs”. That studies still use one data collection might be true right now, but considering method. Unfortunately, there’s not one that Hispanics and Senior Citizens are data collection method that is truly two of the largest and fastest growing representative. segments in the country, how long can • The constant pressure on conducting any marketer ignore them? Both of these I just finished writing another report, research faster means data collection groups are having monumental impacts where most of the analysis was based on is often completed in two to three on society. If they haven’t impacted your a general population. We also analyzed days. Regardless of the data collection brand yet, they probably will. Ironically, a sample of our client’s customers, method, this brief field period almost much of the talk about representative but it was in contrast to the general always results in a different sample samples has been concerned about population. As I look back, I’ve written at than a study that is in field for one to whether the sample is reaching young least two dozen reports in the past year two weeks. people. It’s the same mentality that drives that focused on a general population. the TV rating wars for the coveted 18-39 year old viewer. Yes, it is important to “As I look back, I’ve written at least two dozen reach these young consumers, hopefully locking some of them in as lifelong reports in the past year that focused on a customers; but their numbers are shrinking compared to Hispanics and general population. While we referred to them Senior Citizens. Personally, I think it will be a number as a general population...we all know they of years before general marketers start addressing the representiveness of a aren’t truly a general population.” general sample. Right now, only the government and universities have the • A secondary issue with short field time, patience and money to attempt While we referred to them as a general periods is the lack of an appropriately truly representative coverage. Eventually, population, and agreed on a basic stratified geographic sample. Sure some marketers will start making the definition with our clients (usually 50/50 you can balance sample by census wrong decisions because they don’t have male/female, age 21+, geographically region or even down to the state or a representative sample. While reputable dispersed), we all know they aren’t truly smaller geographies; but are you also researchers have been warning them a general population. In fact, I think most balancing geography along with time about sampling, most marketers have researchers, and most users of research of the day. What if most of your West ignored us. When problems arise, they realize they can’t readily interview a Coast interviews are completed during are going to want a solution. The current true general population.Yes it can be the respondents’ afternoon, while most path to a representative sample just done, but the commitment in terms East Coast interviews are completed isn’t acceptable for most marketers. Our of time, patience and money, can be during the respondents’ evening. Is this industry has much work to do. significant. I think we may be seeing sample representative? the same “ostrich with their head in the Ken Roberts, PRC is the Chairman of • The biggest issue is quite probably the sand” phenomena that I witnessed when the Marketing Research Association and lack of proper ethnic representation. research was first conducted online. A President of Cooper Roberts Research. While this has always been an issue, lot of people didn’t like it, but they were He can be reached at the magnitude is now much more lured by its immediacy and low cost. They kroberts@cooper-roberts.com. significant due to the growth of chose to ignore whether the sample was 14 MRA’s Alert! Magazine – January 2012
  • 15. JANUARY THROUGH DECEMBER 2012 Burke Institute offers practical marketing research training using applied learning techniques. Become the marketing research expert in your organization. RESEARCH METHODS DATA ANALYSIS RM01 | Practical Marketing Research $2,495 DA01 | Data Analysis for Marketing Research: The Fundamentals New York Jan 10-12 New York July 23-25 $1,995 Los Angeles Feb 27-29 Chicago Sep 18-20 New York Jan 30-31 Atlanta Aug 20-21 Chicago Apr 16-18 San Francisco Oct 29-31 Chicago Mar 19-20 Cincinnati Nov 12-13 Denver June 5-7 Los Angeles June 11-12 RM02 | Shopper Marketing: Insights, Innovation & Implementation DA02 | Tools & Techniques of Data Analysis $2,695 $1,995 New York Feb 7-10 Cincinnati Aug 27-30 Cincinnati Feb 29-Mar 1 Philadelphia Oct 10-11 Los Angeles Apr 24-27 San Francisco Oct 23-26 Chicago June 13-14 Chicago June 19-22 RM03 | Designing Effective Questionnaires: A Step by Step Workshop DA03 | Practical Multivariate Analysis $2,695 $2,495 New York Feb 14-17 Cincinnati Sep 10-13 New York Jan 24-26 Los Angeles Aug 7-9 Los Angeles May 8-11 San Francisco Dec 4-7 San Francisco Mar 13-15 Chicago Oct 2-4 Chicago July 10-13 Chicago May 1-3 Philadelphia Nov 28-30 Cincinnati June 12-14 DA04 | Practical Conjoint Analysis & Discrete Choice Modeling $2,495 San Francisco Mar 6-8 Chicago Oct 16-18 RM04 | Online Research Best Practices & Innovations $1,995 New York June 19-21 New York Mar 6-7 Baltimore Nov 1-2 Los Angeles June 25-26 COMMUNICATION RESEARCH APPLICATIONS C01 | Writing & Presenting Actionable Marketing Research Reports $2,495 RA01 | Applications of Marketing Research $1,995 New York Feb 1-3 Atlanta Aug 22-24 Los Angeles Mar 1-2 New York July 26-27 Chicago Mar 21-23 Cincinnati Nov 14-16 Chicago Apr 19-20 San Francisco Nov 1-2 Los Angeles June 13-15 RA02 | New Product Research: Laying the Foundation for New QUALITATIVE Product Success $1,995 Q01 | Focus Group Moderator Training $2,995 Cincinnati Feb 15-16 Los Angeles Oct 17-18 Chicago July 18-19 Cincinnati Jan 24-27 Cincinnati Aug 14-17 Cincinnati Mar 13-16 Cincinnati Sep 25-28 RA03 | Market Segmentation & Positioning Research $2,495 Cincinnati May 1-4 Cincinnati Dec 4-7 Cincinnati June 26-29 New York Feb 22-24 Chicago Aug 14-16 Los Angeles May 15-17 Q02 | Specialized Moderator Skills for Qualitative Research RA04 | Customer Satisfaction & Loyalty Research: Managing, Applications $2,995 Measuring, Analyzing & Interpreting $2,495 Cincinnati Mar 27-30 Cincinnati Oct 23-26 New York Mar 27-29 Chicago Oct 10-12 Cincinnati July 17-20 Los Angeles June 27-29 Q03 | Next Generation Qualitative Tools: Social Media, Online Communities & Virtual Research Platforms $2,095 * Please note that our course numbering system has recently changed. Chicago Feb 29-Mar 1 San Francisco Sep 19-20 Contact us at 800.543.8635 if you have any questions. Cincinnati May 23-24 Please check our web site or contact us about the following: Certificate Programs TO REGISTER: Pass Programs (with 3, 6, & 12 month options) BurkeInstitute.com | 800-543-8635 513-684-4999 | E-mail: register@BurkeInstitute.com On-site customized seminars Combination/team fee discounts For additional information or details about our seminars please contact: Recommended seminar combinations: Jim Berling | Managing Director or visit our web site at BurkeInstitute.com RM01 & RA01, Q01 & Q02, C01 & DA01, DA02 & DA03 MRA’s Alert! Magazine – January 2012 15 Dates and locations for programs subject to change. Please check www.BurkeInstitute.com for the most up-to-date information.
  • 16. Message From MRA’s CEO 2012 – Progress Ahead! provide an opportunity for improvement, the famed SeaWorld San Diego that will of which we’re taking advantage on your include a private MRA-only performance behalf. by Shamu the killer whale, as well as MRA is at the end of the day all about special appearance by SeaWorld penguins you and our other members as our and sea lions! For the first time, Annual mission is to vigorously support and Conference & Expo volume discount advocate for your professional growth and pricing will be available for more than success. That’s far more than making our three attendees from the same company case before government officials, although who may also participate in corporate we do this full time. It’s also about retreats and meetings around MRA’s keeping you informed, providing access Annual Conference in San Diego, June to markets and trusted partners, raising 4-6. professionalism through standards and 2012 Corporate Researchers certification, and career advancement. Conference – The next CRC will be held Of course, all of this combined can result September 19-21 at the Dallas Fairmont in increased business and, hopefully, with a second night networking event personal success. at the exciting Dallas Frontiers of Flight With that mission and goal in mind, Museum. Last year’s inaugural event was As we gear up for 2012, I’ve heard from over the last year or so we’ve rewritten a tremendous success and, guided by the members who have had a record-breaking MRA’s Articles of Incorporation great feedback received from our 2011 2011 financially, but also those (more than and Bylaws, revamped our website attendees, we plan to design a larger and I’d like) who still are more challenged (which can newly be found at www. even more successful 2012 event. business-wise than they’d prefer. MarketingResearch.org), introduced If you’ve never been to an MRA Common threads that seem to run online forums, live news feeds, an national event, please consider doing so. throughout these conversations are improved Annual Conference, more They can be hugely beneficial in both concerns for the overall economy, with the cutting edge coverage in a redesigned professional and personal terms. Expect global economic situation increasingly (and way-cool) Alert! magazine a warm welcome from hundreds of your shading U.S. business attitudes which while doubling its circulation among peers. in turn buffet spending on MR, business industry thought leaders, increased our We’re also ramping up our free regulations emanating or threatened membership particularly among corporate webinar series while maintaining its from Washington, as well as fundamental, researchers, launched new partnerships quality, increasing our efforts in online ongoing evolution in how research is with other MR organizations, provided job education for those who cannot attend conducted. in-person events, and complementing the attendance for those who can. Expect “ nasmuch as fate favors the connected, your I new, specialized one-day seminars this year, as well as the introduction of unique participation in MRA is all the more important online training courses. Expect greater collaboration with our association peers in in these challenging times.” 2012 as well. We also expect to launch a National Respondent Registry to improve research quality, integrity and reduce the We still are very much in a time of leads, an expanded BlueBook.org, and a threat of unnecessary regulation. Stay change. Inasmuch as fate favors the fun, new logo, among other advances. tuned. The best is yet to come! connected, your participation in MRA In 2012, we’ll be dramatically Hopefully, 2012 will bring with it better is all the more important in these streamlining and improving PRC to be the consensus regarding our political and challenging times. industry’s standard – PRC is one of MRA’s economic future. We live in hope, but As for our part, we are packing up to core offerings and a really fantastic idea with more certainty in a better business move MRA’s headquarters to Washington, – as well as strengthening our Review climate, you will benefit directly, and the DC, to hopefully increase our positive Program for company certification. We’re business of marketing research will thrive. contribution to ending the political bringing dramatic, new improvements to In 2012, please remember that we’re gridlock that seems to be in fashion there. MRA’s conferences, such as... here to help. Join with us to work to make We’ll also be advocating for the value 2012 MRA Annual Conference & this remarkable profession even more that marketing research can bring to the Expo – MRA’s Annual Conference & successful. economy and improvements in our quality Expo will include several innovations, of life through the introduction of more David W. Almy is MRA’s CEO. among them a second evening insightful policies, products and services. He can be reached at networking reception open to all I can’t say that I recommend moving david.almy@marketingresearch.org. attendees at no additional charge at offices on a regular basis but it does 16 MRA’s Alert! Magazine – January 2012
  • 17. Pla y i n g Fa n ta s y S po r ts Enjoyi n g The Game I s Better Done Online I s B etter D o ne In Person Than k fully, Schles in ge r A s s o c iate s D o e s B oth Actually, we can’t guarantee your favorite team will win the big game. However, we will deliver the right solution to push any market research project over the goal line. Whether it is qualitative or quantitative, Schlesinger Associates is your resource for complete global data collection services. Tel. +1 866 549 3500 YOUR GLOBAL RESEARCH PARTNER, ANYWHERE, ANYTIME. Recruitment > Focus Groups > Online > Technology > Global Project Management © 2011 Schlesinger Associates. MRA’s Alert! Magazine – January 2012 17
  • 18. 18 MRA’s Alert! Magazine – January 2012
  • 19. Do Demographics Make Us Irrelevant? By Marshall Toplansky Every 10 years, market researchers come alive with expectation. The release of a new set of census data means employment security for the marketing research industry, as tens of thousands of us try to make sense out of this new flood of data. MRA’s Alert! Magazine – January 2012 19
  • 20. My contention is that this exercise may For instance, one of the cherished defined us: Identifying the “heavy users” pay our mortgages in the short-term, but traditional sports we, as researchers, or “focus audience” for our brands and underscores our irrelevance to our clients engage in is trying to use this updated categories. However, the fundamental in the long-term. The reason is that the data to define a generalized description reasons WHY we do this are no longer data from the census is far less useful to of the “typical” American. We all know as relevant as they once were. The big marketers than it has ever been. And, by that we have become so fragmented as a reason for creating heavy user profiles is focusing on it, we end up ignoring the society, that there is no longer a “typical” to find efficient ways of targeting mass data that marketers really care about. anything. There is no single segment that media to reach a higher concentration of Some of the reasons for this defines us in general terms as a society. the “good ones”. But think about it. Most diminishing value of census data have Aren’t we just perpetuating nonsense and brands are now using new and niche been brewing for a while, and are well reducing our own credibility? media to reach customers and get them known. Here’s another activity that has to identify themselves as interested in 20 MRA’s Alert! Magazine – January 2012
  • 21. purchasing. Marketers’ segmentations to measure than who you expose your marketing engine. It is used by two- are increasingly based on observed message to. They used empirical data to thirds of the entire planet...daily, for hours inquiry and purchase behavior, not reach/ show that identifying people who have at a time. Additionally, people do more frequency of outbound ad messages. bought a product recently, and/or who than simply buy things on the internet. What moves people to purchase changes buy a product frequently, is a far more They research products, they inquire daily, as new data on response and accurate way to identify who might about them and tell marketers that they click-through are generated by massive buy your product in the future. Their are interested in purchasing. And, they networks of computers? By spending argument was that you, as a marketer, actually buy. At a cost per sale that can be our time profiling demographics, we are can go ahead and build exposure of your one-hundredth of the cost of direct mail making ourselves irrelevant to the people message over time to people who have and telemarketing. who actually use data to determine who the potential to buy, and that might But the same logic applies to internet they are going to target. lead to someone eventually buying your marketing as to direct marketing. It is To better understand my comment product. However, if you actually want all about using observed behavior to about reducing our credibility, consider to make money today, you are better off determine who your customer is, and some historical context. The notion targeting people who are similar to those then finding more like them. However, the of defining a “typical” American was who have actually bought your product big difference is the sheer volume of data introduced by that the internet media companies provides. We are in the early 20th century. The “For instance, one of the cherished traditional now calling this “BIG DATA”, and idea was useful in answering the sports we, as researchers, engage in is it is changing the way we do classic question of advertising waste: trying to use this updated data to define business. There are How much of my media spend is a generalized description of the “typical” quadrillions of data points from not hitting a target that is valuable American. We all know that we have become the internet that marketers are to me? As media grew, and new so fragmented as a society, that there is no now using to determine who niche publications, radio stations and longer a “typical” anything. There is no single the best targets for a product are. cable networks proliferated in segment that defines us in general terms as a It is breeding a new generation of the 1970’s, this became an even society. Aren’t we just perpetuating nonsense “data explorers” who are analyzing more important task to perform. and reducing our own credibility?” patterns of behavior of Finding the “best consumers. These fit” for a media plan could save companies recently and with some frequency. The patterns, when they are discovered, are tens of millions of dollars because all a key was to find them, as individuals. Not worth BILLIONS of dollars to marketers, brand’s marketing budget was spent to describe them generically. because they identify who is going to buy in media. The key to the exercise was This rocked the world of traditional a product. having a benchmark to compare against. media, and the world of marketing The Census data cannot answer Defining the “General Population” (or, as research which had grown up to serve that question anymore. It can only it became known as, “Gen Pop”), was it. Forget about telling me that my best answer the question of who has the something that had to be done regularly audience to target is suburban women capability of buying a product . . . not the in order to remain accurate. And, the with kids who live in households that demonstrated likelihood. census, because it is a census and not make between $25,000 and $75,000 and Does this mean that the census data is a representative sample, was the logical like skiing because they index at a 130 useless? No. baseline to use. versus gen pop for annual consumption of The census does answer one important However, two things happened to life insurance. question: How many people can change the game: The growth of direct The new mantra was “find me a list of potentially buy my product in the United response marketing and the introduction people who have bought life insurance States. Based on census data, you can of the internet. in the last 6 months”. The fact that they now definitively say, for instance, that In the late 1970’s direct marketers made have bought life insurance makes them there are x number of women with babies a compelling case to many marketers. likely to buy more and to refer others. in the household with incomes between Their main point was that who buys your Now, let’s add the internet to the mix. x and y, living in the suburban zip code product is a far more important thing The internet is a living, breathing direct 92603. This defines a product’s total MRA’s Alert! Magazine – January 2012 21
  • 22. available market in to build models the U.S., and that has some value. “Additionally, people do more than simply that correlate consumer behavior However, even that information buy things on the internet. They research (like response, click through and used to have a lot more value than products, they inquire about them and conversion) against the profiles of those it does today. Our population is not tell marketers that they are interested in consumers. Not just the demographic growing at the same rate it used purchasing. And, they actually buy. At a cost and geographic profiles you get to, which means that overall markets per sale that can be one-hundredth of the from the census, but the attitudinal are not growing. Census data used cost of direct mail and telemarketing.” and behavioral profiles you get to be used to show from analyzing the areas of the U.S. customized content, at very low cost products they buy, where products were under-distributed (compared to a $30 million television inquire about, search for and express and under-penetrated, and provided a campaign), there is simply less “blending” opinions about. That is where the future useful map for more efficiently deploying that is required. You can afford to market of marketing research lies: Answering media dollars. Today, with almost to multiple markets in multiple ways. the question of who is going to buy my universal internet access and universal So, instead of spending the time of market product, not how many can buy it. distribution coverage, the value of that researchers to develop low-value analyses analysis is far less than it used to be. of census data, what should we be doing Marshall Toplansky is the President of And, finally, with marketers able to target that has higher value and relevance? WiseWindow, a company that turns the their marketing via attitudinal segment, We should be focusing ourselves, as an chaos of online chatter into a database ethnicity, income and gender on different industry, on tapping into the “big data” illuminating consumer sentiment across websites and social networks, with highly that marketers are increasingly using hundreds of dimensions. Put your foodservice research into some of the most experienced hands … ours. You may not know our name, but we bet you know our work. For more than 30 years, Restaurant Research Associates has partnered with some of the biggest names in foodservice. We know food research from every angle. And, it’s not a part-time job - we live it, breathe it and even dream it, day in and day out. 365 days a year. Since 1979. Restaurant Research Associates A Leader in Foodservice Research 714.368.1890 ● www.RestaurantResearchAssociates.com 22 MRA’s Alert! Magazine – January 2012
  • 23. MRA’s Alert! Magazine – January 2012 23
  • 24. Keeping Informed Balancing Multiple Generations at Work By Jennifer FitzPatrick, MSW, LCSW-C Since mandatory retirement does not exist in the market research industry, we are living in a time where there are multiple generations of employees working together. Healthy seasoned octogenarians working alongside college interns, and every age group in between, can make for a particularly generationally diverse workforce. This age diversity in the workplace workplaces mean more viewpoints to offer older workers as slower, technologically presents challenges in areas of customers on projects, especially those deficient and archaic. Older managers communication, expectations, work with expanding age ranges of targeted tend to question younger employees’ ethic and abilities and strengths. But end users. experience, maturity and work ethic. there are also many opportunities for While multigenerational teams struggle Samantha, a newly hired 28-year exciting intergenerational collaboration to understand each other, some of the old vice president of a small company that can benefit customers. The business most difficult situations involve managing is meeting with David, a 52-year old of market research, advertising and a much older or younger staff. Younger manager who reports to her. Samantha branding is constantly changing. Diverse managers sometimes categorize their asks David to spearhead a project to 24 MRA’s Alert! Magazine – December 2011 MRA’s Alert! Magazine – January 2012
  • 25. create a Facebook page for their company. younger managers on merit rather than David responds that he does not know age. While a seasoned employee may much about Facebook but comments that resent a younger person coming in and his teenage sons use it all the time. When telling him what to do, it is likely this David asks why the company would want person has something unique to offer. a Facebook page, Samantha rolls her eyes Sometimes the resentment toward a and chalks this up to David being behind younger boss has more to do with the the times. older worker than anything the younger Robert is a 61-year old supervisor and manager has done. Reporting to a is constantly receiving requests from his younger manager can trigger feelings of team about working from home. While inadequacy, feeling “old,” and regret for much of his team’s work does not have how an older worker’s career has turned to be done on site, he does not believe in out. The older worker may think back to the concept. Since many of the staff are when he began his career and second “While multigenerational teams struggle to understand each other, some of the most difficult situations involve managing a much older or younger staff. Younger managers sometimes categorize older workers as slower, technologically deficient and archaic. Older managers tend to question younger employees’ experience, maturity and work ethic.” in their twenties and thirties and have guess choices. Older workers feeling this young children, he expects that much way should contemplate possible changes work won’t be getting done at home. so their work (and life) is more fulfilling. Robert tends to have less confidence in Older employees struggling with employees wanting flexible schedules. accepting their younger managers should What can Samantha and Robert do to focus on getting along with them and better lead their employees of different supporting them as they would with any generations? Samantha would probably other boss. In managing the situation, the best engage David if she approached the older worker should consider: Facebook situation with patience and 1. Keeping an open mind about the additional training. Robert would likely younger manager. Almost everyone inspire the most loyalty with his team by we encounter at work can teach being a bit more flexible. If Robert made us something. At the very least, an effort to put some work-life balance most younger managers have fresh policies in place his staff might perceive new ideas that can invigorate the him as more reasonable and work even workplace. harder to get their jobs done. 2. Offering the younger boss support, There are challenges from the particularly when other staff is being subordinate’s perspective as well. uncooperative. The younger boss will While it is usually a mistake to appreciate and remember those who underestimate a younger manager, many supported him. older workers do. Sure, it is possible that 3. Avoiding discussion of the younger a younger employee might have been manager’s age. When an older hired or promoted due to nepotism or worker starts to compare the younger other unjustifiable reasons. But typically, manager to his daughter or even that younger person is deserving of the granddaughter, it can offend the position due to education, experience, younger manager. Younger managers leadership potential or other abilities. know their age; they don’t need older Regardless, it is important to judge staff reminding them. MRA’s Alert! Magazine – January 2012 25