NorthWest MRA Topline - Spring 2012


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NorthWest MRA Spring 2012 Topline

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NorthWest MRA Topline - Spring 2012

  1. 1. Topline- Spring 2012 Newsletter of the NorthWest MRAbackIN THIS ISSUE Message from the President Jeff Spitzer Editor’s Note Brian Parker Feature Case Study: Dub’s Research for Cafédirect Upcoming Events - NorthWest MRA Educational Conference in Portland - Joint Educational Conference in Las Vegas New Year’s Eve in San Francisco Financial News & NotesThe NorthWest Marketing Research Association
  2. 2. Spring 2012Topline- Newsletter of the NorthWest MRAMessage from the PresidentJeff Spitzer “As we get busy with looming deadlines and client demands, it’s easy to let the stress mount and forget how much we rely on each other to get the job done right.” Jeff Spitzer NorthWest MRAA pril 25th is Administrative Professional’s Day (formerly Secretary’s Day). A day to recognize and show appreciation for the administrative professionals in your life who help you stay organized,on task and keep the sales calls at bay.Of course there are other days throughout the year to honor the other people in your personal life –Mothers Day, Fathers Day, and Valentine’s Day for your sweetie. But just as you shouldn’t rely onValentine’s Day to express your appreciation for your honey bunny, we shouldn’t rely on any of theseother days to show these people how important they are to us in our lives.This is equally important in the workplace. As we get busy with looming deadlines and clientdemands, it’s easy to let the stress mount and forget how much we rely on each other to get the jobdone right. Taking the time and effort to show your appreciation for your co-workers and otherbusiness associates is an important part of maintaining a healthy work relationship. Just a few kindwords, a card, a note – any little thing at all to show your appreciation will go a long ways in buildinga positive workplace.Try it today, you might just make someone’s day.Jeff SpitzerUniversal SurveyPresident, NorthWest MRAP.S. In case you werent already aware, the NorthWestChapter now has a presence on Facebook, Twitter andLinkedIn. Take a moment and connect with us!The NorthWest Marketing Research AssociationPage |2
  3. 3. Spring 2012Topline- Newsletter of the NorthWest MRAEditor’s NoteBrian ParkerIn this issue of Topline we decided to try something a bit different. We typically include an articlefrom a respected member of the market research community, but this time we decided to switch itup with a case study on a project carried out by Dub for Cafédirect—an ethical coffee brand based inthe United Kingdom (page 4). I feel it makes for an interesting read and serves as a nice change fromthe norm.Lots of great things are happening this time of year. Conference season is in full swing for us marketresearchers and I’m personally looking forward to the Joint Educational Conference next month in LasVegas (page 9). We also have the Northwest Spring Educational event coming up in Portland (page 8),as well as the National MRA conference coming up soon in San Diego.I’d like to thank Elisabeth Geddes and Meredith Ahlberg for their help with this issue. On top of all thefun stuff going on, everyone seems to be stretched a little thin so I appreciate them sticking with meon this.As always, we are looking for contributions to the future issues of Topline. As you can see from thisissue, we aren’t resigned to just articles. We are happy to consider anything that would be of interestto our members.Brian ParkerPresident, watchLAB StudiosEditor of ToplineIf you would like to submit something for consideration, orwould like to help out in any way, feel free to contact me NorthWest Marketing Research AssociationPage |3
  4. 4. Spring 2012Topline- Newsletter of the NorthWest MRAFeature Case StudyDub Studio’s Research for Cafédirect Research Company Dub Studios Client Cafédirect Industry FMCG (Fast-moving consumer goods) Implementation 4 weeks Products UpClose™ Results Challenges • Continuous consumer dialogue • An Innovative way to engage consumers • Enhanced innovation capability • Generate new product ideas • A new research culture • Deliver a cost-effective research and • Better decision making innovation portal • Major cost savings • The creation of valuable social capitalBackgroundI n the past, marketing decisions were made based on information gathered from a variety of sources: forums, online texting groups, video-conferences, and consumer communities. Today it ispossible to more easily spec what seems appropriate for different issues and participants usingsoftware and online platforms. An online platform offers greater flexibility over the long term and itmakes it easy to combine approaches. As a result, a few key participants ina longer-term community can be asked to participate in mini-focus groupsand tasks can be analyzed alongside forum responses and blogs, forexample.Following extensive brand segmentation, Cafédirect—a leading ethicalcoffee brand—recently sought a new way to engage its consumers anddeliver fresh insight. With the goal of growing the number of shoppers andincreasing the frequency of purchases among two key consumer segments,they turned to Dub to help build a new research community utilizing anonline platform, one that allowed them to connect with their targetconsumers, garner opinions, share concepts, and build valuablerelationships every day.The NorthWest Marketing Research AssociationPage |4
  5. 5. Spring 2012Topline- Newsletter of the NorthWest MRAThe BriefB efore developing their solution, Cafédirect’s insight team completed a rigorous segmentation study to better understand their consumer typologies. Up until that point, they had relied ontraditional project-oriented research and emailed surveys for insight. Although useful, a new researchsolution was needed that would be more cost effective and capable of delivering research faster.With the mission of finding a new way of engaging Cafédirect consumers, as well as a select few non-consumers, Dub set the following research goals: • generate new product ideas, develop concepts • conduct in-home and on-site product testing • explore usage patterns across the categories they operate in • develop marketing campaigns • test ad concepts and digital content • create content to support trade sell-in • deliver new social collateral for use in future marketing initiativesFurthermore, this project involved developing a community strategy and research communityplatform that would: • support qualitative and quantitative research methods • encourage conversations among consumers and staff at Cafédirect • be private and invite-only since much of the information being to be shared was confidential • be easy for consumers of various ages and experience to get involved • deliver a new digital brand experience that consumers would enjoy and even take partial ownership ofThe SolutionD ub customized their online research community platform UpClose™, to embody the look and feeling of a social network. This custom online research community platform provides featuressuch as blogs and discussion forums, brainstorming exercises, surveys, live chat rooms, and polls. It isa place where participants are able to personalize the space, create rich profiles and start their owndiscussions, as well as participate in a range of research exercises.For a community to be successful it needs to enable group members to feel part of something uniqueand exciting—a place they had a hand in creating. An emotional bond is beneficial for the success ofThe NorthWest Marketing Research AssociationPage |5
  6. 6. Spring 2012Topline- Newsletter of the NorthWest MRAmembers staying active and happily taking on the identity of the community for themselves. Forthese reasons and more, the community’s name was a key component.As such, the Cafédirect community was aptly named Cafédirectors’, playing on the fact that theresearch community members were encouraged to take ownership of this space. This name wasselected to give its members the notion that they were a select bunch—a group with a voice and asay in the future of the brand.To ensure high participation rates, as well as rich and insightful online conversations, Dub’s teamprovided training to Cafédirect’s Community Managers and designed a recruitment strategy toidentify initial members and create an effective process by which introducing them to thecommunity. Rewards and incentives for participation were critical, so a strategy was created as tohow best to manage this exchange and the creation of motivational drivers.The NorthWest Marketing Research AssociationPage |6
  7. 7. Spring 2012Topline- Newsletter of the NorthWest MRAKnowledge and Insight SharingI t was important that the solution made it easy for the Cafédirectors’ Community Managers to share and disseminate the knowledge and insight they gleaned with the business stakeholders.Dub implemented two of their products to facilitate this: a Notepad solution and ‘UpStream’ curettedcontent feature.Community Managers can tag, annotate and disseminate insights at the press of a button, keepingstakeholders informed in a convenient and accessible way. Streams of actionable insight are keptalive for longer, with ongoing internal discussion supported by way of a digital insight channel.The Results• A continuous dialogue with target consumers• The ability to ask consumers a wider range of questions which previously possible due to time and “The community has enabled budgetary restrictions us to ask our customers a• A new culture of research and consumer-centric wider range of questions development• The community’s new pivotal role to help achieve which we perhaps wouldn’t strategic business objectives of objectives alongside be able to before because of more traditional research by becoming even more time and budget restrictions. consumer- and shopper-focused This has ultimately fostered• Quicker turnaround of research and lowered business costs more of a research culture• Validation and support of alternative research and consumer focus with our methods business.”• Rising community membership with minimal effort• Increased awareness of the brand’s marketing Insights Manager, Cafédirect activities• Innovative approach to building consumer relationships• A platform for innovation• Better, more insightful business decisions• Social research harnessed within the business that fuels social capital• Major cost savings over bespoke solution development• A flexible, adaptable research resource that the brand owns• A dramatic sea-change in the way research is used within the businessThe NorthWest Marketing Research AssociationPage |7
  8. 8. Spring 2012Topline- Newsletter of the NorthWest MRAUpcoming EventNorthWest MRA Educational Conference in Portland, OregonMay 8, 2012, 8am - 5pmM arket researchers are smarter than you think. We demonstrate cognitive skills that make us stand out in the business world: using tools, solving problems, having self awareness, and theability to communicate insight through storytelling.This year’s annual NorthWest MRA conference returns to OMSI in Portlandduring their “Wild Minds: What Animals Really Think” exhibit. As the OMSIexhibit will explore how animals’ environments have shaped their thinkingabilities and the evolutionary link between human and animal thinking, thisconference will be exploring the evolution of research tools and techniquesin today’s rapidly changing business environment.The full day—8am to 5pm—includes lunch and will be followed by a social networking mixer.Written proposals for program presentations are currently being accepted and must be received byMarch 23, 2012 to be considered. Presentation topics should ideally fall within the following areas:Business management, Research, and Legal.We expect up to 100 marketing research practitioners to attend, including data collectors, researchcompanies, research users and suppliers to the industry and presenters gain visibility, recognition andincreased knowledge from the experience.The submission of proposals is not limited to MRA members, so if you know anyone who can speakon a topic of interest to MRA members, please let them know about this great opportunity. Pleaseremember that speakers do not receive direct compensation for speaking engagements, although fullconference registration and lunch will be provided.Please come help us win the national MRA’s “Best Educational Conference” award for a 4th time! For information about presentation proposal submissions, contact Amanda Durkee, Senior Research Consultant, Zanthus, 971-404-0275 ext. 104, NorthWest Marketing Research AssociationPage |8
  9. 9. Spring 2012Topline- Newsletter of the NorthWest MRAUpcoming EventResearch in Action: Producing ResultsThe 26 t h Annual Joint Chapter Conference in Las Vegas, NevadaApril 11 – 13, 2012Topics and Speakers IncludeAn Overview of US and EU Privacy and Data Security Laws Helen Christakos, Attorney, Greenberg Traurig LLPThe Measurement of Emotion through Facial Expression Maggie Pazian, President, Visual Emotion LLCWhat Are We Really Learning with Neural Measurement? Jerry Johnson, CEO, Nimbus OnlineUnderstanding the Context of Brand & Product Mentions Online Alkis Papadopoullos, Chief Technology Officer, Voxco, Inc.Understanding Gen X,Y & V: Trends That Will Impact Your Business Jane Buckingham, President, Trendera, Inc.Attracting the Hispanic Market: The Approach & Additional Segmentation Emilio Vargas, President, Marketing Excellence, Inc.*Speaker Topic TBD* Roberto Coppola, Corporate Strategy & Market Research, International Gaming TechnologyEarly Bird Deadline: Wednesday, March 14th, 2012R egister early at Planet Hollywood (877-244-9474) and receive the conference rate of $99 per night! Use Room Code SMSMR2. All early bird registrants will be entered into a drawing for achance to win a 2012 SWMRA Educational Forum Registration. Visit for more information, or visit to register.The NorthWest Marketing Research AssociationPage |9
  10. 10. Spring 2012Topline- Newsletter of the NorthWest MRAPast EventNew Year’s Eve Party in San FranciscoT he 2012 New Year’s Eve celebration kicked off the beginning of a fantastic year at Butterfly on Pier 33 in San Francisco. Overlooking the San Francisco Bay (including a glimpse at a visitingcruise ship!) attendees were treated todelicious appetizers, potent cocktails, andthought-provoking conversation with bothnew faces and familiar friends.Guests chatted freely, discussing businessideas—such as new ways to streamlineinternal processes using cloud computing—while also sharing personal stories. “It was awonderful evening. It was great to finally putfaces to names of old colleagues and meetnew industry contacts,” recounted one guest. “In the busy-ness of business it is always a pleasure The evening was so delightful, to connect with colleagues on a personal level, some guests even found hearing about their families, travels and interests. themselves staying much longer Definitely brings a deeper grounding to our local than expected. Ken Roberts, market research community.” President of Cooper Roberts Research, Inc. reported only Heather McEneany intending to stop by for an hour, Director, watchLAB Studios “but the other attendees were so engaging I stayed for almost four!”Heather McEneany, Director of watchLAB Studios summed up the evening nicely when she said: “Inthe busy-ness of business it is always a pleasure to connect with colleagues on a personal level,hearing about their families, travels and interests. It definitely brings a deeper grounding to our localmarket research community. Plus, Michaelyn and Katherine chose a stellar venue – even arranging aglowing in-port cruise ship for our view!”Speaking of that cruise ship, here’s a little fun fact: The in-port ship we saw was the P&O Aurorawhich started its recent trip in the UK and is making a 98-night around-the-world jaunt, stopping at41 different ports across the globe. That gets our vote for the next MRA conference! Who’s in?!The NorthWest Marketing Research AssociationP a g e | 10
  11. 11. Spring 2012Topline- Newsletter of the NorthWest MRAFinancial News & NotesProfit & Loss Marketing Research Association, NorthWest Chapter July 2011 - January 2012 Total Income Annual Sponsorship $6,250.00 Event Attendees $640.60 Event Sponsors $700.00 Membership Dues $2,310.00 Total Income $9,900.60 Expenses Bank Charges $60.00 Dues & Subscriptions $69.65 Event Expenses $2,839.24 Event Expenses - Facility $1,425.30 Legal & Professional Fees $500.00 PayPal Fees $257.50 Recognition/Awards $50.81 Taxes & Licenses $20.00 Website $195.66 Total Expenses $5,418.16 Net Operating Income $4,482.44 Other Income Interest Earned $2.92 Total Other Income $2.92 Net Other Income $2.92 Net Income $4,485.36The NorthWest Marketing Research AssociationP a g e | 11
  12. 12. Spring 2012Topline- Newsletter of the NorthWest MRAFinancial News & NotesBalance Sheet Marketing Research Association, NorthWest Chapter As of January 31, 2012 Total ASSETS Current Assets Banks Accounts $51,446.76 Total Current Assets $51,446.76 TOTAL ASSETS $51,446.76 LIABILITIES AND EQUITY Liabilities Total Liabilities Equity $51,446.76 TOTAL LIABILITIES AND EQUITY $51,446.76Contact InformationNorthWest Marketing Research AssociationMailing Address NorthWest MRA c/o CfMC 547 Howard Street San Francisco, CA 94501General Enquiries info@northwestmra.orgWebsite northwestmra.orgThe NorthWest Marketing Research AssociationP a g e | 12