Tuesday, April 15, 2014

Technology is Changing How We Understand the World

I recently sat down with Future of Consumer Intelligence 2014 keynote speaker Magnus Lindkvist, Trendspotter & Futurologist, who discussed how technology is not only changing how we do things, but also how we understand the world, business, and people as well as the emerging space of marketing science.

We are fortunate to have her share her critical insight with our FOCI community. This year, FOCI explores the emerging role of decision science and the convergence of knowledge points - insights, foresights, social science, marketing science and intelligence with technology as a central driving force and profound connector.

We are barraged by information - and within this sea of data we must remember to think of the problem we are trying to solve and how we can we use this convergence of information to better understand people.  Translating the new "understanding" into future opportunities means that the role of a researcher is changing. FOCI accelerates disruptive innovators in the research space and pushes people to take risks, to think outside of traditional research methods and insights gathering and explore new and alternative tools and technologies. FOCI will bridge the gap between what people say they are going to do and what they actually do.

Here is what Magnus had to say:

IIR: A big theme of this year’s conference is “humanization of data.” Why do you think understanding PEOPLE (not consumers) presents an opportunity for strategic action?

Magnus: Because people have secrets and all opportunities begin as secrets.

IIR: How is technology not only changing how we do things, but also how we understand the world, business, and people?

Magnus: It visualizes the fringes of society in a new way. Before, the mainstream was dominant by its strength in numbers. But in the ‘thoughtsphere’, a Minnesota flute tribe or Namibian upstart company can have the same perceived presence as a king or queen.

IIR: How has consumer intelligence strategy and action planning helped drive your business?

Magnus: It only helped early on as I was learning the ropes. Once you grasp the basics, you are free to challenge them known as "you-have-to-get-an-invite-to-change-music”-paradigm.

IIR: How has the role of “the researcher” changed?

Magnus: The title has been completely eroded in that everyone points ”research” these days and quotes some arcane, Googled study. But I see the role of the good researcher as having been expanded and deepened in that everything from product innovations to president reelections use research as their fuel.

IIR: Describe a situation where you’ve taken a risk or thought outside the box of tradition market research methods. How did that benefit your business?

Magnus: All available research said the book business is a dying market. I wrote three books anyway. They all failed.

IIR: Where do you see the emerging space of marketing science and role of data scientists in the next five years?

Magnus: I see a new role emerging called Chief Imagination Officer or C.Im.O.

IIR: How has the increasingly connected consumer affected market research?

Magnus: Negatively. It dilutes opinions. It’s harder to find quirky, off-the-grid people who give those valuable sideways kind of insights.

Want to hear more from Magnus in person? Join him at Future of Consumer Intelligence 2014 in Los Angeles, CA in May. Magnus will be presenting a keynote entitled, “When The Future Begins - A Guide to Long-Term Thinking” on Wednesday, May 21st at 12:00 pm. To learn more about the event and register, click here: http://bit.ly/1lGi6Ur

** As a reader of our blog, you get an exclusive 15% discount on your FOCI 2014 pass. Use code FOCI14BLOG when you register **


About the Author: Amanda Ciccatelli, Social Media Strategist of the Marketing Division at IIR USA, has a background in digital and print journalism, covering a variety of topics in business strategy, marketing, and technology. Amanda is the Editor at Large for several of IIR’s blogs including Next Big DesignCustomers 1st, and ProjectWorld and World Congress for Business Analysts, and a regular contributor to Front End of Innovation and The Market Research Event,. She previously worked at Technology Marketing Corporation as a Web Editor where she covered breaking news and feature stories in the technology industry. She can be reached at aciccatelli@iirusa.com. Follow her at @AmandaCicc.
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Friday, April 4, 2014

Best Use of Social Media for Television

The finalists for the 2014 Shorty Awards are in and here's a look at the finalists in the Best Use of Social Media for Television. Candidates were chosen by examining the best TV Show Tiwtter accounts who share updates, behind the scenes videos, commentaries and even some insight to future episodes and connect and engage with their fans.


Here's a closer look at the Finalists, how they use social media and their accomplishments:

Judges' Choice:

1. Fallon Tonight:
The official Twitter for Tonight Show Starring Jimmy Fallon on @NBC. (Account run by: @marinarachael & @christinefriar & @hanvanderpoel) #FallonTonight
www.tonightshow.com - 843,275 followers
Social media is essential to The Tonight Show Starring Jimmy Fallon. From the weekly segment "Tonight Show Hashtags" to YouTube Supercuts to the "Ask Jimmy" web series to the brand new Tonight Show app, social media plays a critical role in shaping the show and allowing the audience to interact directly with Jimmy. Additionally, each night the Tonight Show bloggers stay up to live tweet the show with fans and release custom web content to support the show.
2. Orphan Black:
Official Twitter of #OrphanBlack on @BBCAmerica. Season Two Premieres 4.19.14. Where to Watch: t.co/b2oCgL7d5g #CloneClub
http://www.bbcamerica.com/orphan-black - 49,891 followers

3. ABC's Scandal:
The official Twitter for ABC's Scandal. Thursdays at 10|9c on ABC.
http://abc.go.com/shows/scandal - 433,563 followers

Community Votes:

1. Programma Da Babalu:
Comedy show that airs on TV Union of Fortaleza-Ce for all of Brazil's PGMA Babalu! Lots of interactivity and mood are the main ingredients!
http://www.youtube.com/user/ProgramadaBabalu - 6,483 followers
We use social media to get closer to our fans even more, thus having a direct contact, where we can exchange ideas and shape the direction of the tables in our program. What makes unique use of social media in our talk show is exactly that approach with the public, so they can interact and participate effectively in the program.
2. Pretty Little Liars:
The official Twitter handle for @ABCFamily's Pretty Little Liars. Don't miss ALL NEW episodes Tuesdays at 8pm/7c on @ABCFamily!
abcfamily.com - 2,038,286 followers


3. Teen Wolf:
Official account for MTV's Teen Wolf Mondays at 10/9c on @MTV
teenwolf.com - 724,979 followers

4. Big Time Rush:
New album 24/seven available here: t.co/ulWbDEEuFq
www.btrband.com - 3,380,407 followers

Best Social Integration with a TV Commercial

Here are the finalists who achieved the effective integration of social media in a TV commercial, as a tool for translating traditional media into shareable content on the social web.

Mentos Engages Arab Youth through Hilarious Memes

Realtime Twitter Integration into Social TV Advertising

#AdamLevineCollection

#HomeRocks


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Tuesday, March 11, 2014

Intuit Breaks Down the Role of Big Data

At The Future of Consumer Intelligence 2013, IIR’s Marc Dresner sat down with Beth Schneider, Director of Corporate Customer Market Insights at Intuit, to discuss the role traditional market research plays in a world of big data. 

At Intuit, Scheider and her team get a huge amount of behavioral data, what she calls the “what” data. This kind of data brings up so many questions such as “who?” And “why?” “I think that market research can really step in and answer that,” she explained. “Understanding why something is happening helps us make the right decision at our companies.”

Schneider advises fellow researchers to find out exactly what Big Data is available at their company.  In the past, a researcher’s role has been designing a qualitative or quantitative study for clients. But today, the first thing researchers should ask themselves is: What is the right data to be able to answer that question? Additionally, Schneider said you should really understand how that data is useful. Then, figure out how to pull it in to answer the business question so that are you aren’t just relying on a single source of information.

At Intuit, the researchers have been on the journey of combining Big Data with market research. In fact, the company combined its analytics with its market researchers into a community of customer intelligence with a goal to bring all of the data that is available together.

Schneider said, “I think if we are in the room at the same time in the beginning, I think it works beautifully.”

Check out the full interview below:

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This spring, The Future of Consumer Intelligence 2014 will explore the emerging role of decision science and the convergence of knowledge points - insights, foresights, social science, marketing science and intelligence with technology as a central driving force and profound connector.

Right now, it's about connecting ideas to data to culture to the future of your business and this, is the real data revolution. This year represents the year of the multi-dimensional marketplace, and just as the market researcher's role evolves, so does our third annual event. FOCI is a gathering of the "consumer culture" collective exploring common ground across roles and industries for translating behavioral information into business opportunity.  We hope to see you there!

Join us at FOCI 2014 in May in Los Angeles! To register, click here: http://bit.ly/MupKSc


About the Author: Amanda Ciccatelli, Social Media Strategist of the Marketing Division at IIR USA, has a background in digital and print journalism, covering a variety of topics in business strategy, marketing, and technology. Amanda is the Editor at Large for several of IIR’s blogs including Next Big DesignCustomers 1st, and ProjectWorld and World Congress for Business Analysts. She previously worked at Technology Marketing Corporation as a Web Editor where she covered breaking news and feature stories in the technology industry. She can be reached at aciccatelli@iirusa.com. Follow her at @AmandaCicc.    
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Thursday, February 27, 2014

Ray Kurzweil On Intelligence When Minds & Machines Become One

"WHY DID YOU CHANGE YOUR MIND?"

Every researcher's dream is to truly understand what motivates, persuades and changes behavior. 
Technology is a disruptor, and when paired with science the possibilities are endless.  

Come explore possibility with us at The Future of Consumer Intelligence and discover how to translate genuine insight into confident decision making.

The Future of Consumer Intelligence 2014
May 19-21, 2014 // Sheraton Universal // Universal City, CA

Download the brochure for full conference details: http://bit.ly/1fLunmf

2014 Keynotes include:
  • The Web Within Us: When Minds & Machines Become One, Ray Kurzweil, Director of Engineering, GOOGLE 
  • The Need for BIG Privacy in a World of Big Data, Ann Cavoukian, Information & Privacy Commissioner, 
  • ONTARIO, CANADA
  • Making Data More Human, Jer Thorp, Former Data Artist, THE NEW YORK TIMES
  • How to Generate Word of Mouth, Jonah Berger, Author, CONTAGIOUS: WHY THINGS CATCH ON 
  • When the Future Begins - A Guide to Long-Term Thinking, Magnus Lindkvist, Trendspotter, Futurologist
  • Designing Habit-Forming Technology, Nir Eyal, Habit Design Researcher, NIRANDFAR.COM


Topics Covered Include:

Consumer Intelligence // Big Data & Analysis // Strategy & Action Planning // The Future Consumer // The Connected Consumer // Research at the Center of Marketing Strategy // Data Visualization //
Crowdsourcing // The Future Researcher // Beyond Data Driven // Social Listening //
Designing Intelligence // Privacy in a World of Big Data // From Consumer Understanding to Empathy // Leveraging Technology to Uncover Deeper Insights // Designing Habit-Forming Technology
And much more!

Mention code FOCI14BLOG & Save 15% off the standard rate. Register today: http://bit.ly/MupKSc

**Plus, don't miss your special video invitation from conference Chairman Ben Smithee to find our why you need to attend The Future of Consumer Intelligence: http://bit.ly/MuI2CO

Interested in learning more? Download our new, interactive conference brochure loaded with exclusive content that can't be found anywhere else: http://bit.ly/1fLunmf

We hope to see you in California!

Best,
The FOCI Team
@TMRE
#FOCI14


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Wednesday, February 19, 2014

The Impact of TV Everywhere?

"It’s doing exactly what pay-TV providers have hoped it would do… it’s cutting churn and leaving customers more satisfied with their overall service. Some 28% of pay-TV customers were more satisfied with their service (compared to 24% a year ago), and 33% said they were less likely to change providers, and improvement from 25%.

The real winner may be hybrid TV offerings. GfK said that among consumers who have a pay-TV service AND streaming services, 39% said they’re less likely to change providers and 35% are more satisfied with their pay-TV service." Read about the the study, “How People Use Media: TV Everywhere/VOD,” from GfK and the of the post here.



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