By E2E Research | June 21, 2022
Hello from Amsterdam!
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I’m thrilled to be back at in-person conferences again. Amsterdam in the summertime is a hard to beat but IIeX offered lots of excellent sessions (and some tasty treats!) today. I’ve gathered just a few of my favourite takeaways below. Enjoy!
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Why Market Researchers Should Embrace the UX Research Opportunity
Mike Stevens, Insight Platforms; Helen Devine, The Economist
- UX research is somewhat different from market research in that it is faster and closer to the end product. The need to be agile is a good reminder that researchers can stray from the extreme structure of formal research and be less polished reports. Good research can use guerrilla recruiting and fast interactions.
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Why We Should Kill NPS (and What to Use Instead)
Nyssa Packard, Senior Director, Insights, Skyscanner
- NPS scores are used widely yet disliked even more widely. No one knows what a good score and those supposedly “good” are meaningless. The same number can be achieved from a multitude of good and bad scenarios, and can represent completely opposite outcomes depending on the cultural bias it was created within. You are far better to use a measure that has meaning for the stage in which your brand lies, e.g., purchase, loyalty, retention. Definitely a talk that is worth getting the paper!
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The New Creator Economy: How Data Inspires Ideas
Steve Phillips, CEO, Zappi; Amanda Seal, Global CMI Director, Mars Petcare
- As behavioural measures have become vastly easier to collect, store, and analyze, methodologies like questionnaires and groups have become less essential. However, there is a place for all types of research. Where transactional and loyalty data are fantastic for post-launch brands, questionnaires and groups are fantastic for pre-launch brands.
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Let’s Talk about the Elephant in the Brain: How Brands Can Tackle Diversity in their Communications
Christian Niederauer, Global Head of Insights, Colgate-Palmolive; Cristina de Balanzo, Board Director, Walnut Unlimited
- Incorporating people with disabilities in your advertising can increase sales and brand affinity. The trick is people feel compelled to say positive things even when they don’t like the ad. Sometimes, simply changing the narrative around the videos (rather than the videos themselves) is enough to shift weak perceptions into positive perceptions.
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The Perfect Glass of Wine: 7 Insights From a Parallel World
Kristin Hickey, Founder, CEO, Kubi Kalloo
- Be open to accidents – when things go wrong, look on the bright side and you’re sure to discover positive outcomes and learnings for next tie. Getting dirty into the details is good – it means you know every piece and can optimize the processes. And, even when you do know all the pieces of the process, let the experts tell the story – they know how to serve up a story that will generate excitement and action. (Plus several more insights. Ask for the paper 🙂
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Navigating the Crisis: Pricing Sensitivity Amid Inflationary Pressures
Joris de Bruyne, Partner, EyeSee; Anne-Lise Flaction, Head of Insights Cereal, Nestle
- Even with higher prices, people are more loyal to brands that touch their skin (e.g., skin cream, shampoo) or go inside their bodies (e.g., food, medication) because the risk (of wasting a disliked product) is too great to try other brands. Decreasing the volume of a package is an effective way to keep a price lower when all the competitive packages are a different size. Bacon is an anomaly because a higher price is associated with better quality.
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