September 2, 2013
We are entering an era where, thanks to technology like facial imaging, “soft-data” on emotions – traditionally the province of qualitative studies or smaller scale specialised surveys – will become “big-data” that provides very hard results.
Facial Imaging Embedded & Automatic: nViso API in Cinemax site – 1 million visitors and counting
At first glance facial imaging (or “facial coding”) seems like just another variant of Neuroscience testing, but in fact it has some very different features. In earlier posts we’ve written extensively on the results obtained from this technology (e.g. see “Soft-Drinks, Soft-Sell“), but in this post I want to get across the point that the really big news is not so much how well facial imaging measures emotion, but how many people and how much emotion can be measured. This makes it fundamentally different from hardware dependent methodologies like EEG or conventional survey based methods. Two thought experiments for market researchers might illustrate: Read the rest of this entry »
April 10, 2012
In the early 90’s, the ‘tagline’ of a leading Japanese agency’s brochure was ‘the key to understanding was to read between the lines of what was not said’. Two decades later, Shobha Prasad re-visited the issue focusing on the layering and subtleties of Asian languages in ‘Listening to the Sounds of Silence’ at ESOMAR’s APAC Conference.
As Asia grows more healthy, wealthy, and wired, superficially its consumers resemble their Western counterparts. Sometimes even, having leapfrogged technological lifecycles, they appear more advanced. Nevertheless, although these new trappings bring an almost ‘stateless’ vocabulary to the world’s languages, the fundamental challenges of interpreting local cultural nuance and international comparisons remain.
Direct questioning methods is felt to be (even) less effective in Asia due to language structure, cultural norms, and social convention. Asian consumers are often not so forthcoming with opinions than Western ones – although researchers in Mumbai or Manila may well disagree. The real issue, though, is the huge variety of expression, both verbally and visually. As well as vocabulary and sentence structure, different expressions also support communication. Cultures displaying emotion less conservatively usually have the mouth as the main focus; a culture that masks its feelings focuses more subtly on the eyes when determining emotion. So, visual cues can be equally important to gauge underlying sentiments. Read On..>
September 22, 2011
Allow me to blow my trumpet a little: David and I recently presented at the AMSRS conference in Sydney on automated facial imaging – the content must have been worthy, as it earned the ESOMAR-sponsored “Best Presented Paper” Award. But, truth be told, we felt the driver of the award was probably people’s excitement at seeing how much detailed information on emotional response to marketing stimuli can be delivered by a system that just ‘watches human faces over a webcam’. This is illustrated below:
Facial Imaging: From Faces to Reports, No Questions Asked!
The appeal of such systems also came up in a discussion I had recently with a senior colleague that was spurred by news of events at EmSense: http://www.neurosciencemarketing.com/blog/articles/r-i-p-emsense.htm. While things may yet turn out for the best, it did seem to us that selling a system based on sophisticated hardware to US customers, in these tough times, cannot have been easy. As we tossed around the issues, it seemed apparent that as clients become ever more cost-focused and have to deal with massive amounts of data from multiple sources they become increasingly obsessed with research services that are both scalable and simple to implement and interpret.
Read the rest of this entry »
November 23, 2010
Time To Get Over It - It's NOT that Bad! (Image by Alex E. Proimos via Flickr)
I am getting increasingly angry about the number of posts, books, You Tube Videos and articles – often by market researchers themselves – that imply “conventional Market Research” is a failure.
Here’s a good example, ‘futurist’ Patrick Dixon talking about why market research is “often wrong”: http://tinyurl.com/25kp34z .
These sorts of pronouncements tend to have several things in common:
- Flashy style and grand pronouncements rather than reasoned argument,
- Reliance on anecdote or case study (in Dixon’s case it’s his mother),
- Lack of examples on the other side of the argument (when MR got it right),
- A (false) assumption that the raison d’etre of MR is predicting “big” changes,
- Failure to acknowledge that methods other than MR are not all that flash at predicting big changes or seismic shifts in behaviour either,
- An assertion that “traditional MR” misses out on some extraordinarily key factor in understanding consumers, be it an inability to capture emotion, or failure to understand the role of Social Media or whatever uber-trend the author is fascinated by.
Let me counter this hyperbolic dismissal of the value of our traditional approaches with an equally strong counter claim. I strongly believe that good experienced, senior researchers can – in most markets – answer 70% of the key marketing questions of 70% of major research clients by means of a research programme consisting of not more than a few focus groups, a reasonable sized survey and access to some sales, retail or media trend data. There is an “if” of course – and this is sometimes a big if – they need to allocate enough time and thought to carefully design the study and analyse the results. This does not mean I am not a believer in many of the new MR methods, particularly some of the new neuroscience, customer panel and online qualitative approaches — let us ‘seniors’ incorporate some of those into the research programme and my success estimate goes up to 80 or 90%! The core point I want to make though is that any systemic “failure” of market research is a failure to apply brainpower and thinking time – not primarily a failure of techniques. Read the rest of this entry »
November 8, 2009
If panels and data-bases are getting better at telling us the “whats” of the world, and improved qualitative and new nuero-science techniques are getting better at the “whys” (see my last post), then what’s left for the old-school ad hoc survey? Well obviously it can be argued that where representative samples are needed to establish incidence or opinion, well-designed surveys will always be pre-eminent. There is some truth in this, but perhaps not enough of such studies to maintain a global MR industry! The real future of the survey is in recognising and playing to three key strengths: Read On..>
October 26, 2009
In the next few years there will be a significant lift in the use of traditional “fact gathering”, ad hoc surveys. This will be driven by demand for data in growth economies and in sectors where currency services and data-bases are still in their infancy. At the same time, in developed markets, as the recession recedes and firms start to generate cash they will realise a need to reacquaint themselves with consumers whose lives and values have been transformed by recent events. This Indian Summer of the traditional survey will not last, however, and firms that get fooled by the burst of prosperity and fail to prepare (by investing in R&D, software, and training) for a new world will ultimately fail.
October 8, 2009
Every year an increasing number of surveys are being carried out in more and more countries. Only a decade or so ago many people lived out their lives without a single interviewer asking their opinion on the government of the day or paper towel brands. In major cities at least, it’s a rare person who can say that today. Yet, these staples of our industry are increasingly under threat, partly by new alternatives, partly by social changes and possibly, in largest part, by our collective inattention as an industry. Time, in my view, to rethink what a survey is good for and reinvent what we do with them.