This document provides a summary of a conference on research and insight topics, tools, and techniques. It includes an agenda with 10 sessions over various topics such as holisticity, digital topics like mobile and social media, engagement topics like co-creation and gamification/surveytainment, and science/technology topics like emotions and neuroscience. It also includes discussions of key topics like big data, social media monitoring and engagement, digital communities and panels, co-creation, and gamification/surveytainment with examples and definitions. The document aims to give brands a bitesize guide to leading topics, tools, and techniques in research and insight.

2. 1
Fast food
m-commerce
1
- Decathlon -
London 2012
A Bitesize Guide for Brands
to the Top 10 Leading
Topics, Tools & Techniques
In Research & Insight Today
MRS, 10am-1pm, 25th July, London 2012
Darren Mark Noyce FMRS MCIM Scott Dodgson MMRS Paula Juson AMRS
Founding Partner Director: Research & Insight Director: Research & Insight
Darren.Noyce@SKOPOS.info Scott.Dodgson@SKOPOS.info Paula.Juson@skopos.info
SKOPOS Insight Group
City of London
Tel: 0207 953 8 359
www.SKOPOS.info
Pass
Move

3. Team Leaders for today
Founder & MD
SKOPOS
Research & Insight
Director
Research & Insight
Director

4. 3
LET’S PLAY BUZZWORD BINGO
· - Cinemisation · - Multiplicity · - Mood Music
· - Surveytainment · - Relevisation · - Heatseeker
· - Holisticity · - Irrationalising · - In-the-mouthful
- Decathlon -
London 2012
Name:

5. What’s coming up….
1
Fast-paced, punchy
20min Discussions

6. Running Order…

7. Your 10 Events for Today…
SESSION A: HOLISTICITY (10mins)
1. Big Data
SESSION B: DIGITAL (30mins)
2. Mobile
3. Social Media
4. Digital Communities & Panels
BREAK-OUT/DISCUSSION GROUP (20mins with 2min summary)
Moderated by SKOPOS, 2min presentation at end, notes and video taken
SESSION C: ENGAGEMENT (30mins)
6. Co-Creation
7. Gamification/Surveytainment
8. Multimedia, Video & Research
BREAK-OUT/DISCUSSION GROUP (20mins, 2min summary)
SESSION D: SCIENCE & TECHNOLOGY (30mins)
8. Emotions
9. Emotions / Behavioural Economics
10. Neuro/Brain Science/Biometrics
FINAL BREAK-OUT/DISCUSSION GROUP (25mins, 5min Key Takeout Summary)
GROUP VOTE & MEDAL CEREMONY
(Gold, Silver, Bronze awards for topics with most impact
for attendee’s brand)
CLOSE & END 1pm

8. 1

9. Think Holistically….
“….modern commercial research, where the
mind of the researcher is finally acknowledged
as admissible data. Prior knowledge,
pragmatism, experience are all robust grist to
the ′holistic′ research mill."
Virginia Valentine

10. Think Big (Data)….
“Big datais a loosely-defined term used to
describe data sets so large and complex that
they become awkward to work with using
on-hand database management tools”.
Wikipedia
90% of the data that exists today was created in the last two years

11. The voluminous amount of
unstructured and semi-
structured data a company
creates
Often data that would take
too much time and cost too
much money to (say) load
into a relational database for
analysis.
The Challenge: "Big data" is often large
enough that it cannot be processed using
conventional methods… causing drowning &
over-load…
Market Research
& Big Data:
• Data science skills
• Context interpretation
• Representative sampling
• New Technology can take
huge volumes of data and
pick out the important
patterns and trends
• We know how to turn data
into high-quality
information/insights
• Evidence to enable better
decisions
Think Big ! Think of all the data a company creates/stores...
Aggregation
Analysis
Action
Volume
Variety
Velocity

12. Video: Big Dashboard Solutions

14. 13
Fast food
m-commerce
13
Mobile

15. 14
The Rise & Rise of the Mobile device/channel…
0
20
40
60
80
100
120
140
2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011*
Per100inhabitants
Mobile-cellular subscriptions per 100 inhabitants,
2001-2011*
Developed
World
Developing
Source: ITU

16. 15
The Rise & Rise of Mobile APPS…

17. 16
The Rise & Rise of Mobile WEB…

18. 17
SKOPOS MTrack - Base: 521 (wave 4) (UK Active Digital Society)
Q12. Where do you access the internet?
SKOPOS MTrack
TM
Access Internet via
Mobile Phone…
48%
Half the UK Digital Society Use Mobile Web

19. 18
Context: Mobile Multiplicity…
SKOPOS MTrack - Base: 521 (UK Active Digital Society) - Wave 4 data
Q20. What types of information and content do you like to read or access via your mobile?
Social networks 43% 2
Music 39% 4
SKOPOS MTrack
TM
TV news & information 32% 5
News (latest today) 40% 3
Weather 52%
1 Sports news &
information 27%
8

20. 19
Augmented Reality
Bar Code Scanning
(to source products and best prices etc)
Personally
used via mobile
Aware but
not used
Quick Response (QR) Codes
2% 16%
12% 36%
21% 60%
SKOPOS MTrack
TM
Usage & Awareness of Advanced
Mobile Functions low & limited, but…
SKOPOS MTrack - Base: 521 respondents (UK Active Digital Society) - wave 4 data (Jan 12)
Q22. Which of the following have you (a) heard of but NOT used, (b) personally used via your mobile (c) not
heard of?
Mobile Contactless Payment 4% 67%
Presented to GIMRA

21. 20
The channel
rather than
the topic of
Research
Focus on
Active v
Passive
Techniques

22. Relevance
& fit
Reach
Response
Speed &
Real-Time
Really
handy
Richness
The 5 R’s that Drive Mobile for Research
 Audience (e.g. youth)
 Topic (e.g. mobile)
 Client (e.g. Vodafone)
 95% txts arr in 10 secs
 94% of txts are read
(v 25% email)
 2 x mobiles as PC’s
 No location restrictions
 All ages
 Incl hard to reach ‘youth’
 Always with you
 Un-fixed location
 Familiar
 Photos
 Videos
 Diaries
 Apps
21

23. Mobile provides location...
22

24. Mobile surveys getting richer & better...
*Courtesy of Fly Research
23

25. VIDEO: Mobile Survey In Action
24

26. Customer journey
Absorbing
Planning
Obtaining
Sharing
How encountered?
Which brand
encountered?
How this makes
you feel?
What did you do as a
result of the encounter?
trigger
trigger
trigger
trigger
I am not
interested
I am
interested
Questions asked at each
brand interaction:
The physical location of all brand
interactions are mapped
Through the use of the mobile platform, SKOPOS can
physically map the customer journey - asking participants
to record each brand interaction (and the action taken) in
relation to a specific category (e.g. utilities).
I’m an
advocate
Opportunity: Mapping Customer Journeys by Mobile
Paths to purchase
In the moment, in the emotion, in the mouthful !

27. 26
SKOPOS ChatTrack - Base: 521 respondents (UK Active Digital Society) - wave 4 data
Q30. Do you use social network sites?
Q16. Do you use social network sites on your mobile?
Almost All Use
Online Social Networks
Now half using Mobile to do so too
SKOPOS ChatTrack
TM
88%
50%
SoGoMoGoLo….

29. A Simple Definition…
“Social media” means websites that allow
average users to create
pages, photos, videos and other stuff, share it
openly, connect with each other and develop
conversations.
“Social” means people interacting with each
other.
“Media” (plural for “medium”) means the
types of material used to create artwork and
communicate information or ideas. Media can
include video, photography, graphic
design, writing, oil paints, etc.

30. The First
Social
Olympics ?
NEW:
direct access to athletes
as well as teams/brands.
Olympics

31. 30
53%
Twitter...connected & informed
SKOPOS MTrack - Base: 171 (Twitter Users) – Wave 4
Q34. You mentioned that you use Twitter, for what reason(s) do you use it?
45%
Latest news & gossip
from stars/celebrities
3
SKOPOS ChatTrack
TM
30%
Enjoy telling people what I
am doing
5
See what’s trending globally
38%
4
Latest news/
information
2
46%
Socialise with friends
53%
1

32. Social Networks
connecting
communicating
sharing
promoting
helping
listening
engaging
Brands Consumers
impressing
informing
responding

33. Social Media for Research
Buzz monitoring is the tracking of consumer responses to
commercial services and products, to establish the
marketing buzz surrounding a new or existing offer. Similar
to media monitoring it is becoming increasingly popular as
a base for strategic insight development alongside other
forms of market research … involves the checking and
analysis of myriad online sources such as internet
forums, blogs, and social networks.
Wikipedia
1/. Listening

34. Social Media for Research
EVALUATION:
• Good for tracking high level sentiment & for identifying invisible or urgent topics/trends
• Additional and supplementary, but not a replacement for market research
• Some issues…
• Passive not Active (you listen to what people want to talk about only)
• Sources & Sampling (only certain information accessible, not everything)
• Computer v Human Coding (Accuracy, 30% v 80%?)
• Volumes of Automated Data (with no interpretation & little insight)
• Ethics, Privacy, Informed Consent, etc.
1/. Listening

35. SKOPOS ChatBack™ is our unique full service Buzz/WOM social media
monitoring system, enabling instant and ongoing capture of
opinion, sentiment, comments and associations – in relation to brands, media campaigns
and/or products
SKOPOS ChatBackTM

36. 35
Current buzz & sentiment
Sensitive
Sentiment
measurement
Get a quick overview of the current buzz around your industry and brand
SKOPOS ChatBackTM

37. 36
SKOPOS ChatBackTM
Plus Overview Dashboard Reporting + In-Person Insight Debriefs

38. Social Media for Research
Engagement
Panels
Communities
Forums
Blogs
Access
Engagement
Activity
Tasks

39. Open v Closed
Soft v Hard
Recruited v Transferred
MROC = more Qual
Panel = more Quant
Quant v Quant/Qual v Qual
Online-only or Online + +
Digital Panels & Communities

40. Community
As with panels, plus…
1. On-going, iterative & online
2. Enables you to do research you wouldn’t
typically have time or budget for
3. Ability to be able to genuinely ‘listen’ to
customer views, thoughts & opinions
4. Lets you continuously infuse the
customer’s voice within the company
5. Lets you have a richer relationship and
three way dialogue - delivering user
generated insight (UGI)
Panel
1. Larger quantitative base, plus intimate
discussions
2. Provides faster and cheaper access to your
customers
3. Target who you want to hear from
4. Provides deep profiling for sampling and
analysis
5. Less investment cost (financial & resource)
compared with a ‘full’ community
Panels v Communities
Disadvantages:
 You don't truly ‘know’ the panel members
 Predominantly quantitative research
 No direct interaction between panel members
 On-going panel maintenance
Disadvantages:
 Needs to be constantly ‘fed’ (& monitored) i.e. new
discussions/topics added more frequently
 Greater on-going maintenance, and
therefore, investment

41. Profiling - participant profiles can be created, so
that you can learn more and create
richer, deeper, relationships.
Live Focus Groups - content, ideas, concepts can be
posted – and you can observe your respondents
sharing their feedback in real-time. The sessions
are recorded and transcripts logged.
Forums - discussions can be broadcast to large
participant groups in an engaging environment,
to explore relevant topics.
Segmentation - participants can be grouped into
specific sub-communities and assigned particular
tasks and exercises (this also aids back-end analysis
& reporting).
Messaging - the messaging functionality enables us
to contact participants via their email in-boxes - to
prompt response and/or update them on new
assignments.
Auto Reporting - custom reports can be extracted
to Excel mid consultation, or upon conclusion of
consultation period.
Surveys & Polls - quantitative tools, such as surveys
and polls, can be utilised to provide the ‘hard’
numbers.
Media Sharing - rich multimedia can be
broadcast, whilst participants can also upload
home-made media clips quickly and easily.
Customisation - platform can be customised
(& re-skinned) with unique banners, login
pages, branded emails, etc.
Participation Management - the admin centre
facility allows you to review and probe the latest
responses, as well as manage participation in one
seamless environment.
The features...
Digital Community Platforms

42. Best Advice for
Digital Community Success
Provide & facilitate engaging interactions
 Informing community panel members of relevant
news
 Providing an opportunity to outline some topline
outcomes from recent studies, so community
panel members can see that their feedback is
directly informing business decision making
 Gives the opportunity to PR any relevant
products/services – via viral marketing
 Acting as a bridge for any ‘gaps’ in the schedule
of the research programme
 Enabling prize draw winners to be announced to
all community panel members - with associated
positive quotes included Immersion rather
than frustration

43. Richer experiences
Our community panel platform can utilise the full gamete of
multimedia capabilities - further enhancing the participant
experience.
Insight illumination
The flexibility and functionality of the platform (incorporating the
auto-reporting tools) aids the analysis and insight identification
process.
Intuitive Interfaces
An easy-to-use platform for clients and participants alike, so neither
waste valuable time getting to know the technology.
Always on availability
Access to the community panel platform portal is available 24/7.
Tailorability
Configurable to suit the needs of the client, the people
(customers, stakeholders & client team) and processes.
Safe & secure
Data remains safe and secure during and after your project using the
latest and greatest techniques & technologies available -
encryption, multi-site back-up and password protection.
Optimum Community Panels Provide…

44. VIDEO: Community Showcase (Mock Up)
EXAMPLE MOCK-UP

45. Into your teams then
Breakout / Discussion On
Holisticity/Big Data/Digital
1/. Share your thoughts & experiences (11:00)
Split into three equal groups. Then each Group to nominate a chair/speaker,
plus start to consider the One Tool/Topic that will have the greatest potential impact, for nomination later.
15mins

47. Harnessing customer creativity
Co-Creation: Customer Collaboration
Co-creation refers to joint
client/customer initiatives.
With the rise of the internet and
social media, it has evolved into
a mostly (but certainly not
always) digital method to jointly
create and develop
new ideas in collaboration
with selected customers.

48. 1. Specification & Selection of Consumers
e.g. top X% of target market with required affinity and abilities to co-
create with you and your brand
2. Task & Experience Creation
An experience that engages users, experts and clients.
3. Task & Insight Triggering
Stimulation of participants to declare and illustrate their
thoughts, feelings and experiences
4. Joint Engagement
Insights stimulate all parties to work together to create new ideas.
5. Evolving the Best Ideas
All parties select optimum ideas and evolve.
6. Choice & Decision
Best ideas are chosen and pitched to client decision team.
Co-Creation: Customer Collaboration

49. Co-Creation: Customer Collaboration
An illustrative
example of a typical
co-creational
screen output:
Infographic: Co-creation Hub

50. “Gamification works by making
technology more engaging”
Gamification & Surveytainment
Gamification typically involves applying game
design & thinking to non-game applications to
make them more fun and engaging.
Gamification has been called one of the most
important trends in technology by several
industry experts.
Gamification can potentially be applied to any
industry and almost anything to create fun and
engaging experiences, converting users into
players.
Gamification and Surveytainment are clever
tricks to encourage people to take part in market
research
Simply, making things more fun to do
- Bespoke every time? Efficient?
- More for younger audiences (at present)?

51. What is Surveytainment?
Improving visual appeal
Implementing interactive elements
Visually supporting participants’ answers
…a principally layout and usability driven
enhancement (revision) of the traditional
online survey, that has been driven by
methodological thoughts, approaches and
evidence from past experience.

52. Simple Surveytainment

53. More Advanced Surveytainment

54. More Advanced Surveytainment

55. More Advanced Surveytainment

56. More Advanced Surveytainment

57. Simple Surveytainment

58. SKOPOS SketchpadTM is an innovative online
tool used to evaluate web pages, adverts, direct
mail pieces, packaging concepts, logos, etc.
A respondent places ‘post-it notes’ ‘and
emoticons’ onto the stimulus, enabling a
richness of response to be gained – as
well as directional guidance in relation to gross
likes/dislikes, areas for improvement, etc.
SKOPOS HeatseekerTM - deployed in
combination with SKOPOS
SketchpadTM - determines the areas
of greatest clicks and commentary
(via a heat map).
This technology enables clients
to establish which areas of
the creative are the most
likely to grab attention.
Advanced Surveytainment

59. Advanced Surveytainment
SKOPOS Replikator™ is an online
page-turning technology
that allows us to replicate as closely
as possible the actual experience of
flicking through and browsing a
magazine, brochure, or other
publication.
This tool is used to determine
recall of various sections or
articles within a publication.
To see the Replikator ™ in
action, click the image.

60. Surveytainment Works
Simply, this is why investing 30
more minutes in designing or
programming your online survey is
more than worth considering…
Source: SKOPOS, 2012
Increases Survey Satisfaction
Richer Opens
Improves Perceptions

61. Multimedia includes a
combination of text, audio, still
images, animation video or
“interactivity”.
Multimedia is usually recorded and
played, displayed or accessed by
information content processing devices
e.g.
•Computerized
•Electronic devices
•Live performance
Multimedia, Video & Research

62. Video & Vox Pops:
The real Voice of the Customer
Capturing ‘real’ customer emotions, in a ‘real’ environment
(usually at home, but sometimes ‘on the go’) works very powerfully with clients.
Customer videos have been used (with appropriate customer permission)
for team training, marketing and testimonials.
Karen Lord Sugar The Customer

63. Control know the needs: what, why & when (specification)
What examples/messages/stories/verbatims/quotes/behaviour?
Why? Pitch or presentation? Stand alone or for PPT? Etc.
Create/Capture including photos/stills, video via mobiles/iphones/cameras,
downloads from Google/youtube, rips from DVD, etc.
Clip/Cut quickly trim in Quicktime, or edit in iMovie
or Windows Movie Maker (WMM)
Collate/Convert
collate in iPhoto (into a slideshow) or edit in iMovie or WMM
Convert to required file format now if required/best,
e.g. Windows Media Video (.wmv) is best
for insertion into PowerPoint, .mov or .mp4 for Mac.
Connect Insert (embed) or hyperlink into PPT.
Inserting looks better, but (Hyper)Linking keeps PPT file size low
Images can be hyperlinked too,
e.g. a Video icon to start video.
Store inserted/linked clips in same folder as PPT.
Colour enhance the video/slideshow/presentation via animations/transitions,
Titles, Captions/Subtitles, music, audio/narration. Editing software will allow simple insertion of these
Compress reduce file size if required
by “exporting” to new format or “saving as”.
See above re insert v hyperlink.
Complete be proud and happy with what you produce/deliver
Check it fits need, it works & recipient can view/is happy
Video & Vox Pops:
A Kwik Checklist
Compatibility testing is key
Both hardware and software

64. iMovie Quick time Windows
movie maker
Final Cut
Express
Computer Operating System Mac
Microsoft
Windows
Microsoft
Windows
Mac
Variety of effects Basic Basic Basic Professional
Final file Small Small Small Larger (Effects)
Type of video editing PP Presentations PP Presentations PP Presentations
Movie creation
(Short or Long )
*WMM highly recommended to beginners
VIDEO EDIT SOFTWARE OPTIONS

65. Multimedia: Prezi, the zooming presentation creator
Source: http://prezi.com/

66. Example: A Prezi Animated Presentation (video)

67. Cinemisation & CineSKOPE™
SKOPOS CineSKOPE™ – insight in a motion picture
With trends towards concise reporting, precise recommendations, and engaging
visual delivery, SKOPOS CineSKOPE™ is the logical development. Our new system
uses video inputs, video content analysis and movie-style presentations to deliver
both a direct view of the audience - without filter, with real test persons –and
precise engaging reporting. Win-Win client/respondent engagement.

68. Price Sensitivity
& Elasticity
Action
Prioritisation
Grid (APG)
TURF
Analysis
Derived
Importance
Conjoint
(trade off)
Analysis
Correspondence
Mapping
Engagement: Analysis, Content, Substance too

69. Have the tools and techniques
to uncover true customer
insight; naturally enlightening
the delivered insight & advice
Use narrative & multi-media
to bring the insight to life, and
ensure ideas & inspiration
are heard and acted on
Believe in always fully
uncovering client
needs, challenges (in their
market context) and providing
appropriate solutions
A New Philosophy: Immersive Illuminating Storytellers….

70. Breakout / Discussion
On Respondent/Client
Engagement
2/. Share your thoughts & experiences (11:45)
Split into three equal groups. Then each Group to nominate a chair/speaker,
plus start to consider the One Tool/Topic that will have the greatest potential impact, for nomination later.
15mins

72. Advertisers Use Emotions

73. Advertisers Use Emotions All the Time,
shouldn’t we?
Evian’s “Live Young” Campaign
Uses imagery that speaks directly to the brain:
•It gets your attention (The rugged older guy with the cute baby t-shirt.)
• Induces emotion. (imagery used makes you smile or laugh)
•The advert makes you feel happy (The stronger an emotion is felt
during an experience, the greater the chance it’s recorded to memory –
therefore this Evian advert is more memorable).
• They used the metaphor to illustrate their brand reviving the youth in
you “Live Young”

74. Contextualising (or Irrationalising) Research
Providing the emotional & attitudinal mood music
Are we likely to get
the same response
with each emotion?
Why are
moods, feelings, emotions
important?
People respond differently
depending on their
mood, whether they are
happy vs. sad,
content vs. annoyed
or tired vs. rested, etc.
We need to consider this
for both the design and the
interpretation of research
The Relevisation of Research?

75. Key principles: in
reality, we are not
rational beings, we
take shortcuts, and
we are easily
influenced by others
Market research can consider integrating (irrational)
behavioural models from psychology
with traditional (rational) economic theory.
Behavioural Economics
studies the consequences
of our
social, cognitive, and
emotional influences on
our spending choices
Behavioural (Emotional?) Economics

76. Neuro / Brain Science / Biometrics
Attention, Emotional Engagement & Memory Retention are keys to an individual’s purchase intent.
Source: Nielsen

77. Decisions are made from the
subconscious mind.
In order to improve your ability to sell
to your customer, you need to speak
the language of his/her subconscious.
Neuro / Brain Science
Attention, Emotional Engagement & Memory Retention are keys to an individual’s purchase intent.

78. Neuro / Brain Science
Neuroscience is the scientific study of the nervous system (linking the brain & behaviour)
Considered helpful in Market Research when…
1.“Dealing with sensitive material.” Neuroscience can be a
way to bypass the social desirability bias that arises from
traditional qualitative and quantitative research on
sensitive subjects.
2.“Dealing with abstract or higher order ideas.” Consumers
are not naturally able to articulate the complexity of their
reaction to, and their understanding of, brands.
3.“Probing for transient responses to ads or brand
experiences.” Consumers themselves are reductive when
describing how they reacted to an ad or how they decided
to purchase something. Shopping is particularly suited to
“neurometric” research: with much of the buying process is
subconscious, and consumers can’t recall let alone
articulate the dozens of products they saw but passed over
when deciding which product to buy.
4.“Giving more detail on consumers feelings.”
Neuroscience can provide timelines of emotional
responses, which is perfect for assessing consumer
response to television commercials.

79. Neuro / Brain Science
Neuroscience is the scientific study of the nervous system (linking the brain & behaviour)

80. Biometrics
Identification & Authentication based on human characteristics or traits
Retina Scan

81. Biometrics
Retina Scan
(or RFID?) …
Automated
Advertising
(& research?)
Identification & Authentication based on human characteristics or traits
RFID = embedded chip holding (personal) information (‘chipping’)
Radio-frequency identification (RFID) is the use of a wireless non-contact system that
uses radio-frequency electromagnetic fields to transfer data from a tag attached to an
object, for the purposes of automatic identification and tracking

82. "The engineering is the art, and the art is the engineering."
Cecil Balmond, structural engineer, designer and artist, who
together with Turner prize-winning sculptor Anish Kapoor created
the Orbit to commemorate the 2012 Olympic games in London.

83. Breakout / Discussion
on Science & Tech,
THEN ALL TOPICS
3/. Share your thoughts & experiences (12:25)
Then Each Group Nominate Your Decathlon Winner!
Each Group to Discuss & Nominate the One Tool/Topic that will have the greatest impact, then we will vote
25mins

84. Gold, Silver , Bronze awards for topics with most impact for brands
Group Vote & Medal Ceremony (12:50)
Three Nominated Winners
Group Vote
Awards

85. The
Finish
Line…
Sometimes you
just have to let
the fluffy dog
beat you !
Darren
Fluffy dog

86. 85
Fast food
m-commerce
85
- Decathlon -
London 2012
Thank You…
We hope you’re
not too exhausted!
The SKOPOS Team…
Darren Mark Noyce FMRS MCIM Scott Dodgson MMRS Paula Juson AMRS
Founding Partner Director: Research & Insight Director: Research & Insight
Darren.Noyce@SKOPOS.info Scott.Dodgson@SKOPOS.info Paula.Juson@skopos.info
SKOPOS Insight Group
City of London
Tel: 0207 953 8 359
www.SKOPOS.info
Pass
Move

87. 86