100+ Bullet Points from the #WOMMASummit by @jessedee
Tablets: Evolving from Personal to Business By Elaine B. Coleman, Desirée Davis, Kari Cafouros, Randy Hellman & Aric Ackerman
1. Alert!
Marketing Research Association January 2012 · Vol. 52 · No. 1
The New Gen Pop
What’s his
Generation Y Meets MR demographic,
Do Demographics really?
Make Us Irrelevant?
2. Certainty Matters
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2 MRA’s Alert! Magazine – January 2012
3. Contents January 2012
Editor Amy Shields, PRC
Editorial Board Nancy Cearley, PRC
Sherri Dansby, PRC
Amber Leila Esco, PRC
Steven Gittelman
Pat Graham
Twitter @MRA_National
Phone 860.682.1000
Fax 888.512.1050
Look for us on Facebook and Linkedin.
Article ideas?
Contact Amy Shields at
amy.shields@marketingresearch.org.
Advertise in Alert!
Contact Lisa Lockwood for information at
lisa.lockwood@marketingresearch.org or
860.682.1000. 12
The views expressed in Alert! are solely those
of the authors and do not necessarily reflect
Member Spotlight
the opinions or positions of MRA.
Jay White
Alert! is available online:
alert.MarketingResearch.org
Upcoming Conferences
June 4-6, 2012
Features
MRA’s Annual Conference
San Diego
6 18
Generation Y Meets Do Demographics Make Us
September 19-21, 2012 Market Research Irrelevant?
Corporate Researchers Conference
By Michael Stanat By Marshall Toplansky
Dallas
Keeping Informed
24 Balancing Multiple Generations 32 Tablets: Evolving from Personal
at Work to Business
By Jennifer FitzPatrick, By Elaine B. Coleman, Desirée Davis,
MSW, LCSW-C Kari Cafouros, Randy Hellman & Aric
Ackerman
28 Making the Leap from Market
Research to Insight Part One:
The Four Places Insights Hide
By Thom Pulliam
Departments
14 Letter From the Editor 16 Message from MRA’s CEO
11 Welcome New Members 38 Legislative Update
12 Member Spotlight 41 Chapter Update
“There no longer is a typical anything,” says
Marshall Toplansky on Page 20, “there is no 14 Chairman’s Perspective 42 Industry News & Announcements
single segment that defines us in general
terms as a society.” So where does our
plugged-in cover kid fit in this new reality?
Mastering demographics is key to marketing
research’s future.
MRA’s Alert! Magazine – January 2012 3
4. Letter From the Editor
2012: A Time to Move Forward
move the close-knit world of marketing lessons MRA members have learned from
research forward. trusted advisors and how fun to reflect on
The concept of the book, Baseball Lives: the history of members who come from a
Men and Women of the Game Talk about long line of researchers!
Their Jobs, Their Lives, and the National This month’s theme, the new general
Pastime by Mike Bryan, is to provide an population, resulted in dissimilar points of
original point of view by interviewing view, as revealed in Generation Y Meets
professional baseball personnel at all Market Research by Michael Stanat, and
levels – from bus drivers and batting Marshall Toplansky’s, Do Demographics
practice pitchers to coaches, janitors Make Us Irrelevant? It is also exciting
and players’ wives. This notion intrigued to hear from a new contributor, Thom
and inspired me because, although MR Pulliam, who will be authoring a three
is not the size of some other industries, part series relating to insights. This
it is a complicated and diverse field that month, Thom focuses on the varying
draws from: the experience of seasoned types of insights and what they mean,
professionals, the enthusiasm of young while he will specifically tackle deriving
professionals, and the dedication of every insights from qualitative research in
“player” - from the interviewer/recruiter the March issue, and the same for
to the supervisor, project/database/HR/ quantitative research in May.
IT manager, service provider, practitioner, While I am personally not inspired
consultant, educator, corporate by New Year’s resolutions and cannot
researcher, executive, and beyond. remember ever making one, I am
This clearly provides an endless wealth motivated by goal setting throughout the
The diversity from which we draw of knowledge to learn from and about. year. As communicated in the article, The
inspiration is fascinating. Is the New Jennifer FitzPatrick’s article, Balancing 5 Steps to Setting SMART Business Goals
Year a time for resolutions, reinforcement, Multiple Generations at Work, touches (from Darrell Zahorsky, former About.com
or just another period of time on the upon this area, as does our interview with Guide), I have found it useful to apply
calendar? Does it motivate, overwhelm Jay White, a veteran researcher with flare. the following principles of S.M.A.R.T. for
or depress? For me, it’s a time to Being somewhat obsessed with the business goal setting:
reflect on the past and focus on the human interest focus, I recently emailed Specific: Great goals are well-defined
future, to review accomplishments industry friends asking if they are aware and focused.
and strategize regarding how to move of MRA members who have a unique Measurable: A goal without a
personal and professional life forward, story (to be interviewed for Alert!). In measurable outcome is like a sports
and to concentrate on being involved addition to some wonderful Spotlight competition without a scoreboard or
scorekeeper.
Attainable: Dream big and aim for
the stars but keep one foot firmly based
“ he diversity from which we draw inspiration
T in reality. Check with your industry
association to get a handle on realistic
is fascinating. Is the New Year a time for growth in your industry to set smart goals.
resolutions, reinforcement, or just another
Relevant: Achievable business goals
are based on the current conditions and
period of time on the calendar? Does it
realities of the business climate.
Time-Based: Business goals and
motivate, overwhelm or depress?” objectives just don’t get done when
there’s no time frame tied to the goal-
setting process.
and engaged in every minute of life. recommendations, one leader also We wish all readers of Alert! personal
Specifically, in terms of Alert! and presented ideas for future content that and professional prosperity for 2012 and
looking to the year ahead, the human I am excited to “steal” and run with. In beyond.
interest angle continues to surface as a the near future, all members will receive
compelling area of focus. (After all, we a quick and simple link to a survey that Amy Shields, PRC is the Editor of
are a relatively small industry that is asks if they are a second+ generation Alert!. She can be reached at
relationship-centric.) With this in mind, researcher and who their MR mentor is/ amy.shields@marketingresearch.org.
2012’s Alert! will offer many stories was. The results will either be published
about the lives of our members and the as two separate articles or periodically
history of our profession, in addition to over the course of the year, depending on
continuing to provide insights that help response. How educational to hear the
4 MRA’s Alert! Magazine – January 2012
5. Three motivating days of
high-level content
An energetic
and welcoming environment
A genuine peer-to-peer event
where life experience merges with learning
MRA’s Annual Conference & Expo has grown into a unique event that promotes learning, community and is designed
to ignite conversations that matter. Our 2012 event will provide even more value, including several new features:
· New! Seven additional education sessions in four new tracks covering · New! Speed Learning – Connect with peers who are speaking,
business management, trends and technology, data integration and real interact with colleagues in the audience, and learn about a wildly
world research. diverse number of topics.
· New! Two networking receptions open to all attendees at no additional · New! Volume discount pricing when three or more register from
charge, with one at the famed SeaWorld San Diego. the same organization.
· New! CEO Symposium with an exclusive dinner and educational program. · New! Expo Grand Opening reception for extra time to network.
Learn more about our New Annual Conference & Expo at www.ac12.MarketingResearch.org!
MRA’s Alert! Magazine – January 2012 5
7. Generation Y
Meets Market Research
By Michael Stanat
Last year, researchers witnessed dramatic
changes on the world stage. They
saw riots against longtime politicians
televised from Arab streets, nationwide
protests by Occupy Wall Street and
riots in the streets of London about
tuition hikes. Behind those headlines
was a common thread: young people
known as Generation Y playing a larger,
more influential role in world economic,
political and cultural transformations.
Photo credit: David Shankbone Occupy Wall Street – photos from the camp in Zuccotti Park and
the march against police brutality, walking to One Police Plaza, headquarters of the NYPD.
MRA’s Alert! Magazine – January 2012 7
8. For clients of research, the young people that young people tended to be driven • Engaging customer experience
in this generation can heavily influence by status and affiliation, compared to Popular brands like IKEA and
the success and strength of brands. In Boomers who were motivated more Apple capitalize on a marketing mix
a matter of seconds, young people can by power and optimism. The study emphasizing affordable products, high
share opinions globally about the brands compared findings from decades past quality and unparalleled customer
they like and especially the ones they and found that the differences excluded experience. At the end of 2010, Apple
dislike. And, as societies become older lifecycle variables. announced that it nearly quadrupled its
in Europe, Japan and the United States, In a 2010 survey by Martin Lindstrom, year-on-year revenue in China largely
companies are increasingly eyeing author of “Buyology” and “Brandwashed,” because of the iPhone and iPad. A key
how to market to lucrative segments and SIS International Research, young part of that success was from China’s
with disposable income and employ people were significantly more influenced young people and their exploding
Generation Y in their organizations. by status, peer dynamics, customer demand for foreign branded products
experience and word of mouth. which communicate status and are often
Who is Generation Y? This drive for affiliation and affirmation perceived to be of higher quality.
“Generation Y,” the group of young people coincides with the generation’s high Interestingly, some of the most
born after 1980 and through the early usage of social media. Young people successful Generation Y entrepreneurs
1990s, is generally differentiated from spend time publicly accepting “friends,” cultivate these values in their companies.
past generations by their individualism, “de-friending,” “liking” status updates Facebook’s corporate culture exemplifies
consumerism and technology prowess. and constant in-group networking. Mark this emphasis on a competitively priced
Many news articles write about a product – in this case
generation of entitled, a free product – with
praise-craving
individuals whose
ultimate pursuit is
“ Generation Y,’ the group of young
‘ a focus on quality and
experience.
personal fulfillment. The
reality is quite different.
people born after 1980 and through the Because of new
economic realities,
Defined by seminal
events such as the
early 1990s, is generally differentiated Gen Y is on the hunt
for high quality deals –
Recession, Post 9-11
outlook, and global
from past generations by their same quality products
at discounted rates.
economic and political individualism, consumerism and They do online price
comparisons, online
technology prowess. Many news articles
transformation, many are shopping and look
struggling to understand for their next deal
write about a generation of entitled,
just who this generation on popular sites like
is. Groupon, Facebook
praise-craving individuals whose
Despite such a diverse Deals, Living Social
generation across seven and Yelp. They receive
continents, interesting
commonalities exist. ultimate pursuit is personal fulfillment. the same quality
entertainment at
Young people around
the world are less united The reality is quite different.” appealing prices on sites
like Hulu, Netflix and
by a common goal than iTunes. The concept of
they are united in fear of lost prosperity Zuckerberg, arguably Generation Y’s the “hunt” and the experience for some
and factors “holding them back.” In leading business icon, was illustrated in tends to be more important than the
Emerging Markets, for example, youth are the movie “The Social Network” as driven marginal savings. FourSquare.com has
concerned about unemployment, inflation by the desire to belong during his studies even integrated this concept of the hunt
and competition for jobs to help them rise at Harvard. The success of Facebook into its customer experience as users
in social class. In the United States, Japan is arguably so profound because it “check in” to places and “unlock” badges
and Europe, young people are concerned first capitalized on the deeply rooted to be showcased on their profile pages.
about debt, unemployment and tuition. underlying affiliation desires of college With these deals, they can influence
And in the Middle East, youth are fearful students to join the network. opinion internet-wide on products
of repressive systems having an impact Having endured the recession, tech- through internet memes, witty comments,
on their prosperity. Frustrations towards savvy young people have adopted ways to viral videos and reviews.
structures that are perceived to limit their reconcile unfavorable economic pressures Because of their innovative spirit
success are commonly manifested in the with their motivations. and digital technological skill set,
form of protests largely online and in the Today’s Gen Y consumer considers the Generation Y has drawn the attention of
streets. following factors together: HR executives and marketing managers
Globally, Generation Y shows • Competitive cost due to economic alike. The HR opportunity they see is
interesting similarities across borders. realities not only in terms of attracting skilled
One recent survey by Kenexa conducted • High quality or Strong Brand employees, but also Gen Y’s potential to
in 28 of the largest economies showed
8 MRA’s Alert! Magazine – January 2012
9. innovate new digital products. For many and at customer service by telephone, societies in Latin America and Middle
large companies, developing a robust new touch-points in mobile, kiosk, tablets East raise new questions for researchers
recruiting program, succession planning, and apps all make buying behavior much on how societies with more young people
outreach programs, training program and more diverse. That Generation Y will be a impacts companies and societies.
conflict-resolution procedures are top leading adopter of new technologies such
HR initiatives. Companies like Standard as model raises the need to understand Researching Generation Y
Charter in Singapore have aimed to Generation Y. While young people congregate in
attract Generation Y by embracing digital Despite a global economy, Generation Y large numbers on social networks, a
habits, e.g. providing iPads to staff and culturally differs from country to country. comprehensive picture is often needed to
setting aside dedicated office space as For example, Chinese web-enabled youth account for slight differences in segments
“hang out space.” access the internet almost twice as much and for the self-censorship that can occur
However, this generation is far from as their USA and European counterparts. in certain mediums. In Generational
homogenous. Lady Gaga commands much less of a fan- Research, hybrid methodologies can help
Gen Y’s online habits are becoming following in China and Korea than do local contextualize cultural, behavioral and
more diverse. A recent study by Gartner music stars. Gender dynamics can heavily attitudinal insight.
China’s New Environment
challenged myths about young peoples’ impact purchasing decisions in some Part of my research among China’s
social media obsession. Nearly one in four countries and have little impact in other young people concerned the purchasing
American Gen Y respondents considered countries. Subcultures can be lucrative habits of young people in a country
themselves bored and “burnt out” by target segments for companies, but can known for price leadership of its goods.
social media, while a slightly larger evolve rapidly. Online surveys and background research
percentage mention higher usage than Societal representation of Generation on the topic were less common then. A
before. Y also differs dramatically. In North basket of methodologies were needed,
As the digital revolution continues, America, Europe, Japan and China, young such as many in-depth interviews,
new customer touch-points can mean adults are already beginning to support ethnography, homestays, focus groups,
more ways to reach out to new segments. their parents as they age, raising new offline surveys, quantitative research,
Whereas previous generations once questions about the future of Generation secondary sources and cultural research.
primarily engaged with brands at stores Y in ageing societies. In contrast, younger In the research, complex considerations
impacted purchasing beyond price
MRA’s Alert! Magazine – January 2012 9
10. China’s Young People
and quality concerns. also gaining more and more
Respondents in some cases
displayed conspicuous “ s the digital revolution continues,
A attention in intergenerational
research.
consumption, spending
beyond their comfort level. new customer touch-points can Summary
Generation Y is rising on
This was unexpected
as income, inflation mean more ways to reach out to the world stage impacting
politics, economics, societal
pressures and fears about
unemployment ranked very new segments. Whereas previous structures, the marketing
landscape and marketing
high in young peoples’ fears
for the future. generations once primarily research. Understanding
engaged with brands at stores and
Ethnography and cultural the nuances can mean the
research uncovered that difference between success
at customer service by telephone,
young people of moderate and failure for products and
means occasionally brands. Hybrid research
purchased expensive foreign
branded goods as a means
new touch-points in mobile, kiosk, programs and HR outreach
can provide granular
to communicate status in
a society that emphasizes
tablets and apps all make buying insight to make sense of
and to engage a diverse
hierarchy and relationship
networks. For some, this was
behavior much more diverse.” generation worldwide.
Michael Stanat is a Global
both ironic and intriguing, as Youth Research Specialist,
skate parks and bars, can provide
China is technically a communist country and a speaker on Generation Y issues. A
deep observational insight from peer
with Confucian values of thrift. The fellow member of Generation Y, he is the
researchers on-the-ground. As the
analysis provided more topics for further published author of “China’s Generation
need for affiliation is important for this
inquiry. Y: Understanding the Future Leaders of
generation, some researchers have
Co-creation, ethnography and cultural the World’s Next Superpower.” Stanat is a
employed word of mouth and buzz
research together can help to provide Global Emerging Markets Executive at SIS
tracking to understand how interpersonal
context and understand intergenerational International Research, and has previously
influence can impact purchasing.
differences. “Coolhunting,” in which worked at market research firms in China
In addition, the study of Semiotics,
peer researchers conduct ethnography and the Middle East.
Behavioral Psychology and Heuristics are
in respondents’ preferred venues like
10 MRA’s Alert! Magazine – January 2012
11. Welcome New Members
Jonathan Ashton Paul Kennedy Lauren Olmsted
Aflac, Inc. Two Thirds Sky Boston University
Midland, GA Brisbane, Australia Boston, MA
Victoria Bourbeau Andrzej Ludek Jon Pennington
Phoenix, AZ Almares Institute for Consulting University of Minnesota
and Market Research Minneapolis, MN
Dale Cake Warsaw, Poland
Bloomsburg University Bonnie Reenstra
Ardmore, PA Jennifer Miller Blue Sky Research Group, LLC
Plaza Research - Denver Tarpon Springs, FL
Carol Clerico Denver, CO
Johnson & Johnson Ian Sephton
Skillman, NJ Elissa Molloy California Lutheran University
Australian Market & Social Research Encino, CA
Zoni Hansen Society
Medtronic ENT Glebe, Austalia Valerie St. James
Jacksonville, FL Johnson & Johnson
Tanya Mulvey Montreal, QC
Michael Hayes Society for Human
Veris Consulting Resource Management For more information on joining MRA,
Reston, VA Alexandria, VA visit www.marketingresearch.org/
membership
ONLINESAMPLE. ONLINEPANELS. ONLINERESEARCH.
ESEARCH.COM
esearch@esearch.com
Since 1995, researchers have called on Esearch.com for their online panel needs
Esearch.com, Inc. online fielding support for research www.esearch.com esearch@esearch.com 310.265.4608
MRA’s Alert! Magazine – January 2012 11
12. Member Spotlight
Jay White – Remaining Immature for all Eternity
By Amy Shields, PRC
from Jay through updates and articles
that he and the committee contribute
to Alert! magazine in the coming year.
Therefore, January seemed an appropriate
time to spotlight this very special member
of the Association.
While Jay has worked exclusively in
marketing research since November of
1996, MR was a part of his marketing
position long before then, albeit as more
of a “generalist”. Most of his experience,
about 90 percent in fact, lies in qualitative
framework, although he understands,
embraces and values quantitative
research as well. It is always fun to learn
the pre-MR history of marketing research
professionals and I personally could not
wait to hear what Jay’s background was
before entering the world of research. As
it turns out, the most interesting job he
had was working as a Hospice Corpsman
during the Vietnam War years when he
was often placed in situations where he
was the only medical personnel at hand
and, therefore, was the “physician”.
As you can imagine, this was a scary,
fulfilling, challenging, gut wrenching and
yes, interesting time for Jay. Then there
was the memorable period of time when a
14 year old Jay worked in an old fashioned
German bakery where he was taught to
decorate wedding and birthday cakes,
and where, when he turned 16 years old,
he then had to deliver them.
When Jay purchased his facility, which
had declined over the decades, he was
completely and utterly frightened. With
one full-time employee (himself) and
three on-call aging part-time employees,
If you have ever met Jay White, PRC, you probably who wouldn’t be scared? As things
agree that he is one of the most gregarious, smart stand today, Baltimore Research’s staff
fluxuates between 70 and 85 employees
and colorful (no, not just his apparel but mostly his at any given time, and by the close of
spirit) people you have had the pleasure of meeting. 2011, Jay and his partner, Ted Watson,
will have provided employment to over
500 individuals. This is undoubtedly
Jay is the CEO and Co-Owner of a member, he has: served as President of
Jay’s proudest accomplishment. What
Baltimore Research, a full-service the Mid-Atlantic Chapter; co-organized
does he consider the smartest business
marketing research firm and facility in many chapter events; introduced
decision he’s ever made? Quite simply,
Baltimore, Maryland. He has been a speakers at national conferences; been a
and with certitude, it was the addition
member of the MRA since November of buddy, a ticket-taker and PRC scanner;
of Ted Watson as his business partner
1998, despite the fact that I incorrectly and most recently, was appointed
and co-owner, whom today Jay considers
indicated that his “start date” was 2005 Chair of the Standards and Ethics
to be his brother. Jay cites that the
in November’s issue (under his Corporate Committee. This new post is a significant
significant contributions from his partner
Researcher’s Conference quote on page commitment and one that assures
have directly led to the success and
44 of that issue). During Jay’s 13 years as members will be seeing and hearing more
accomplishments at Baltimore Research
12 MRA’s Alert! Magazine – January 2012
13. (and in Jay’s life as a whole). working in marketing research, there is after all, it is critical to show that we take
It seemed apropos, bearing in mind no horizon; most jobs are awarded two to our clients’ problems seriously. He goes
the outgoing nature of his personality in four weeks prior to execution. Most folk’s on to ask, on the other hand, “Must we be
general, to ask what Jay considers the calendar is blank two to three months so boring?” To answer this question, he
most fun aspect of his marketing research out...at least, I know ours is.” turns to Jay White, who clearly doesn’t
function. It is clear that he has the most Married to his college sweetheart for think so as he states, “We want to
fun when expanding (adding additional 43½ years, Jay is also the father of two entertain. We certainly don’t want the fun
square footage) to his offices, and when sons and the very proud grandfather of factor to diminish the serious side of our
attending industry conferences, of five grandchildren. To see Jay speak of firm. But one of our goals is to inform and
which he considers the MRA “gigs” to his grandchildren is like watching the amuse our clients.” Macdonald himself
be the best, believing they provide an best feel-good movie you’ve ever seen. then shares, “But most amusing to me
opportunity to learn from (and “size up”) And, I also have it on very good authority was the wall of identical clocks at the
his peers, whom often turn out to be that they might just be the luckiest top of the stairs. Instead of showing the
competitors. He is quite serious when he grandchildren in the world since Jay’s time in cities around the world, these 25
says that MRA conferences assist with vocabulary doesn’t include the word “no” clocks are labeled to show the time in
“getting smarter as I go along”. when it comes to his beloved. In addition neighborhoods around Baltimore.”
As a vested marketing research to running a successful business and What Jay didn’t share during his
professional myself, I love to hear stories spending time with his adored family, Jay interview, but that I know full well, is that
about the most peculiar requests others and his wife are also avid gardeners and he also did some modeling in his younger
in the industry have received. Like most maintain four and a half acres at Birch Hill years. While he certainly gave James
researchers will communicate, Jay has on the coast of Maine, near Bar Harbor. Dean, Cary Grant and Marlon Brando a
had many out of the ordinary requests They also support a variety of charities, run for their money, I can assure you that
from clients over the years, but was with animal rights being their number his blue eyes still sparkle as brightly today
able to narrow the “strangest” down to one cause. as they did when he was a stunning 20
these two: the recruitment of individuals Jay’s favorite quote comes from John year old. Jay might well have a personality
whom regularly call 900 adult phone lines Dunn and goes like this, “It is true that that is “larger than life”, but don’t let
and the moderator who demanded to I may not be young anymore, but I can that fool you; he is also one smart cookie
see three bananas at various stages of stay immature for all eternity.” Again, if – somebody our industry is fortunate to
ripeness and who, after selecting one, you know Jay, you will agree that this have as a practitioner and ambassador.
requested that Jay peel and slice it for is a fitting quote and it aligns well with Please join me as I humbly request of Jay
him! his overall philosophy about life. In fact, that he remain immature (and brilliant)
When asked what are the most Jay was recently interviewed by Rob for eternity and that he continue to cast
challenging issues he’s facing as a Macdonald of the Baltimore Business the very unique effervescence that IS Jay
business professional, Jay commented, Journal. The October article was for White.
“My biggest challenges are how to grow a Get Smart on Work and Life feature
the business, maintain quality, keep costs and was titled Being Funny Gets More To recommend an MRA member
at bay, and provide a decent living for all Than Laughs, It Gets Good Results. Mr. with a special story or background to
of the quality individuals – and there are Macdonald relates that most companies be interviewed for a future Member
many - ‘under my wing’. For most of us avoid humor like the plague because, Spotlight, please contact the editor at
amy.shields@marketingresearch.org.
MRA’s Alert! Magazine – January 2012 13
14. Chairman’s Perspective
Can you actually sample a Gen Pop?
representative. Eventually, their comfort Hispanic and Asian populations in the
level improved as the industry completed United States. The majority of general
comparison studies to demonstrate population studies are conducted
results online compared to other data in English only – excluding the
collection methods. More importantly, unacculturated.
they were making sound business • Besides ethnic issues, other
decisions based on this research, and it demographic groups are frequently
didn’t backfire on them. I think the final excluded due to the data collection
converts to online research were won over method. This includes senior citizens,
once they realized traditional telephone youth, lower income households, higher
research is far from being representative household incomes, more rural areas
these days. So why aren’t most general and many other groups.
population samples representative? The So many marketers (secretly) say
reasons are numerous: “sure, I realize the sample excludes some
• While there is a lot of talk about multi- portions of the population, but the sample
mode data collection, let’s face it – most is still representative for my needs”. That
studies still use one data collection might be true right now, but considering
method. Unfortunately, there’s not one that Hispanics and Senior Citizens are
data collection method that is truly two of the largest and fastest growing
representative. segments in the country, how long can
• The constant pressure on conducting any marketer ignore them? Both of these
I just finished writing another report,
research faster means data collection groups are having monumental impacts
where most of the analysis was based on
is often completed in two to three on society. If they haven’t impacted your
a general population. We also analyzed
days. Regardless of the data collection brand yet, they probably will. Ironically,
a sample of our client’s customers,
method, this brief field period almost much of the talk about representative
but it was in contrast to the general
always results in a different sample samples has been concerned about
population. As I look back, I’ve written at
than a study that is in field for one to whether the sample is reaching young
least two dozen reports in the past year
two weeks. people. It’s the same mentality that drives
that focused on a general population.
the TV rating wars for the coveted 18-39
year old viewer. Yes, it is important to
“As I look back, I’ve written at least two dozen reach these young consumers, hopefully
locking some of them in as lifelong
reports in the past year that focused on a customers; but their numbers are
shrinking compared to Hispanics and
general population. While we referred to them Senior Citizens.
Personally, I think it will be a number
as a general population...we all know they of years before general marketers start
addressing the representiveness of a
aren’t truly a general population.” general sample. Right now, only the
government and universities have the
• A secondary issue with short field time, patience and money to attempt
While we referred to them as a general
periods is the lack of an appropriately truly representative coverage. Eventually,
population, and agreed on a basic
stratified geographic sample. Sure some marketers will start making the
definition with our clients (usually 50/50
you can balance sample by census wrong decisions because they don’t have
male/female, age 21+, geographically
region or even down to the state or a representative sample. While reputable
dispersed), we all know they aren’t truly
smaller geographies; but are you also researchers have been warning them
a general population. In fact, I think most
balancing geography along with time about sampling, most marketers have
researchers, and most users of research
of the day. What if most of your West ignored us. When problems arise, they
realize they can’t readily interview a
Coast interviews are completed during are going to want a solution. The current
true general population.Yes it can be
the respondents’ afternoon, while most path to a representative sample just
done, but the commitment in terms
East Coast interviews are completed isn’t acceptable for most marketers. Our
of time, patience and money, can be
during the respondents’ evening. Is this industry has much work to do.
significant. I think we may be seeing
sample representative?
the same “ostrich with their head in the Ken Roberts, PRC is the Chairman of
• The biggest issue is quite probably the
sand” phenomena that I witnessed when the Marketing Research Association and
lack of proper ethnic representation.
research was first conducted online. A President of Cooper Roberts Research.
While this has always been an issue,
lot of people didn’t like it, but they were He can be reached at
the magnitude is now much more
lured by its immediacy and low cost. They kroberts@cooper-roberts.com.
significant due to the growth of
chose to ignore whether the sample was
14 MRA’s Alert! Magazine – January 2012
15. JANUARY THROUGH DECEMBER
2012
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www.BurkeInstitute.com for the most up-to-date information.
16. Message From MRA’s CEO
2012 – Progress Ahead!
provide an opportunity for improvement, the famed SeaWorld San Diego that will
of which we’re taking advantage on your include a private MRA-only performance
behalf. by Shamu the killer whale, as well as
MRA is at the end of the day all about special appearance by SeaWorld penguins
you and our other members as our and sea lions! For the first time, Annual
mission is to vigorously support and Conference & Expo volume discount
advocate for your professional growth and pricing will be available for more than
success. That’s far more than making our three attendees from the same company
case before government officials, although who may also participate in corporate
we do this full time. It’s also about retreats and meetings around MRA’s
keeping you informed, providing access Annual Conference in San Diego, June
to markets and trusted partners, raising 4-6.
professionalism through standards and 2012 Corporate Researchers
certification, and career advancement. Conference – The next CRC will be held
Of course, all of this combined can result September 19-21 at the Dallas Fairmont
in increased business and, hopefully, with a second night networking event
personal success. at the exciting Dallas Frontiers of Flight
With that mission and goal in mind, Museum. Last year’s inaugural event was
As we gear up for 2012, I’ve heard from
over the last year or so we’ve rewritten a tremendous success and, guided by the
members who have had a record-breaking
MRA’s Articles of Incorporation great feedback received from our 2011
2011 financially, but also those (more than
and Bylaws, revamped our website attendees, we plan to design a larger and
I’d like) who still are more challenged
(which can newly be found at www. even more successful 2012 event.
business-wise than they’d prefer.
MarketingResearch.org), introduced If you’ve never been to an MRA
Common threads that seem to run
online forums, live news feeds, an national event, please consider doing so.
throughout these conversations are
improved Annual Conference, more They can be hugely beneficial in both
concerns for the overall economy, with the
cutting edge coverage in a redesigned professional and personal terms. Expect
global economic situation increasingly
(and way-cool) Alert! magazine a warm welcome from hundreds of your
shading U.S. business attitudes which
while doubling its circulation among peers.
in turn buffet spending on MR, business
industry thought leaders, increased our We’re also ramping up our free
regulations emanating or threatened
membership particularly among corporate webinar series while maintaining its
from Washington, as well as fundamental,
researchers, launched new partnerships quality, increasing our efforts in online
ongoing evolution in how research is
with other MR organizations, provided job education for those who cannot attend
conducted.
in-person events, and complementing
the attendance for those who can. Expect
“ nasmuch as fate favors the connected, your
I new, specialized one-day seminars this
year, as well as the introduction of unique
participation in MRA is all the more important online training courses. Expect greater
collaboration with our association peers in
in these challenging times.” 2012 as well. We also expect to launch a
National Respondent Registry to improve
research quality, integrity and reduce the
We still are very much in a time of
leads, an expanded BlueBook.org, and a threat of unnecessary regulation. Stay
change. Inasmuch as fate favors the
fun, new logo, among other advances. tuned. The best is yet to come!
connected, your participation in MRA
In 2012, we’ll be dramatically Hopefully, 2012 will bring with it better
is all the more important in these
streamlining and improving PRC to be the consensus regarding our political and
challenging times.
industry’s standard – PRC is one of MRA’s economic future. We live in hope, but
As for our part, we are packing up to
core offerings and a really fantastic idea with more certainty in a better business
move MRA’s headquarters to Washington,
– as well as strengthening our Review climate, you will benefit directly, and the
DC, to hopefully increase our positive
Program for company certification. We’re business of marketing research will thrive.
contribution to ending the political
bringing dramatic, new improvements to In 2012, please remember that we’re
gridlock that seems to be in fashion there.
MRA’s conferences, such as... here to help. Join with us to work to make
We’ll also be advocating for the value
2012 MRA Annual Conference & this remarkable profession even more
that marketing research can bring to the
Expo – MRA’s Annual Conference & successful.
economy and improvements in our quality
Expo will include several innovations,
of life through the introduction of more David W. Almy is MRA’s CEO.
among them a second evening
insightful policies, products and services. He can be reached at
networking reception open to all
I can’t say that I recommend moving david.almy@marketingresearch.org.
attendees at no additional charge at
offices on a regular basis but it does
16 MRA’s Alert! Magazine – January 2012
19. Do Demographics
Make Us Irrelevant?
By Marshall Toplansky
Every 10 years, market
researchers come alive
with expectation. The
release of a new set
of census data means
employment security for
the marketing research
industry, as tens of
thousands of us try to
make sense out of this
new flood of data.
MRA’s Alert! Magazine – January 2012 19
20. My contention is that this exercise may For instance, one of the cherished defined us: Identifying the “heavy users”
pay our mortgages in the short-term, but traditional sports we, as researchers, or “focus audience” for our brands and
underscores our irrelevance to our clients engage in is trying to use this updated categories. However, the fundamental
in the long-term. The reason is that the data to define a generalized description reasons WHY we do this are no longer
data from the census is far less useful to of the “typical” American. We all know as relevant as they once were. The big
marketers than it has ever been. And, by that we have become so fragmented as a reason for creating heavy user profiles is
focusing on it, we end up ignoring the society, that there is no longer a “typical” to find efficient ways of targeting mass
data that marketers really care about. anything. There is no single segment that media to reach a higher concentration of
Some of the reasons for this defines us in general terms as a society. the “good ones”. But think about it. Most
diminishing value of census data have Aren’t we just perpetuating nonsense and brands are now using new and niche
been brewing for a while, and are well reducing our own credibility? media to reach customers and get them
known. Here’s another activity that has to identify themselves as interested in
20 MRA’s Alert! Magazine – January 2012
21. purchasing. Marketers’ segmentations to measure than who you expose your marketing engine. It is used by two-
are increasingly based on observed message to. They used empirical data to thirds of the entire planet...daily, for hours
inquiry and purchase behavior, not reach/ show that identifying people who have at a time. Additionally, people do more
frequency of outbound ad messages. bought a product recently, and/or who than simply buy things on the internet.
What moves people to purchase changes buy a product frequently, is a far more They research products, they inquire
daily, as new data on response and accurate way to identify who might about them and tell marketers that they
click-through are generated by massive buy your product in the future. Their are interested in purchasing. And, they
networks of computers? By spending argument was that you, as a marketer, actually buy. At a cost per sale that can be
our time profiling demographics, we are can go ahead and build exposure of your one-hundredth of the cost of direct mail
making ourselves irrelevant to the people message over time to people who have and telemarketing.
who actually use data to determine who the potential to buy, and that might But the same logic applies to internet
they are going to target. lead to someone eventually buying your marketing as to direct marketing. It is
To better understand my comment product. However, if you actually want all about using observed behavior to
about reducing our credibility, consider to make money today, you are better off determine who your customer is, and
some historical context. The notion targeting people who are similar to those then finding more like them. However, the
of defining a “typical” American was who have actually bought your product big difference is the sheer volume of data
introduced by that the internet
media companies provides. We are
in the early 20th
century. The “For instance, one of the cherished traditional now calling this
“BIG DATA”, and
idea was useful
in answering the sports we, as researchers, engage in is it is changing
the way we do
classic question of
advertising waste: trying to use this updated data to define business.
There are
How much of my
media spend is a generalized description of the “typical” quadrillions of
data points from
not hitting a target
that is valuable American. We all know that we have become the internet that
marketers are
to me? As media
grew, and new so fragmented as a society, that there is no now using to
determine who
niche publications,
radio stations and longer a “typical” anything. There is no single the best targets
for a product are.
cable networks
proliferated in
segment that defines us in general terms as a It is breeding a
new generation of
the 1970’s, this
became an even
society. Aren’t we just perpetuating nonsense “data explorers”
who are analyzing
more important
task to perform.
and reducing our own credibility?” patterns of
behavior of
Finding the “best consumers. These
fit” for a media plan could save companies recently and with some frequency. The patterns, when they are discovered, are
tens of millions of dollars because all a key was to find them, as individuals. Not worth BILLIONS of dollars to marketers,
brand’s marketing budget was spent to describe them generically. because they identify who is going to buy
in media. The key to the exercise was This rocked the world of traditional a product.
having a benchmark to compare against. media, and the world of marketing The Census data cannot answer
Defining the “General Population” (or, as research which had grown up to serve that question anymore. It can only
it became known as, “Gen Pop”), was it. Forget about telling me that my best answer the question of who has the
something that had to be done regularly audience to target is suburban women capability of buying a product . . . not the
in order to remain accurate. And, the with kids who live in households that demonstrated likelihood.
census, because it is a census and not make between $25,000 and $75,000 and Does this mean that the census data is
a representative sample, was the logical like skiing because they index at a 130 useless? No.
baseline to use. versus gen pop for annual consumption of The census does answer one important
However, two things happened to life insurance. question: How many people can
change the game: The growth of direct The new mantra was “find me a list of potentially buy my product in the United
response marketing and the introduction people who have bought life insurance States. Based on census data, you can
of the internet. in the last 6 months”. The fact that they now definitively say, for instance, that
In the late 1970’s direct marketers made have bought life insurance makes them there are x number of women with babies
a compelling case to many marketers. likely to buy more and to refer others. in the household with incomes between
Their main point was that who buys your Now, let’s add the internet to the mix. x and y, living in the suburban zip code
product is a far more important thing The internet is a living, breathing direct 92603. This defines a product’s total
MRA’s Alert! Magazine – January 2012 21
22. available market in to build models
the U.S., and that
has some value. “Additionally, people do more than simply that correlate
consumer behavior
However, even
that information buy things on the internet. They research (like response,
click through and
used to have a lot
more value than products, they inquire about them and conversion) against
the profiles of those
it does today. Our
population is not tell marketers that they are interested in consumers. Not just
the demographic
growing at the
same rate it used purchasing. And, they actually buy. At a cost and geographic
profiles you get
to, which means
that overall markets per sale that can be one-hundredth of the from the census,
but the attitudinal
are not growing.
Census data used
cost of direct mail and telemarketing.” and behavioral
profiles you get
to be used to show from analyzing the
areas of the U.S. customized content, at very low cost products they buy,
where products were under-distributed (compared to a $30 million television inquire about, search for and express
and under-penetrated, and provided a campaign), there is simply less “blending” opinions about. That is where the future
useful map for more efficiently deploying that is required. You can afford to market of marketing research lies: Answering
media dollars. Today, with almost to multiple markets in multiple ways. the question of who is going to buy my
universal internet access and universal So, instead of spending the time of market product, not how many can buy it.
distribution coverage, the value of that researchers to develop low-value analyses
analysis is far less than it used to be. of census data, what should we be doing Marshall Toplansky is the President of
And, finally, with marketers able to target that has higher value and relevance? WiseWindow, a company that turns the
their marketing via attitudinal segment, We should be focusing ourselves, as an chaos of online chatter into a database
ethnicity, income and gender on different industry, on tapping into the “big data” illuminating consumer sentiment across
websites and social networks, with highly that marketers are increasingly using hundreds of dimensions.
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22 MRA’s Alert! Magazine – January 2012
24. Keeping Informed
Balancing Multiple Generations at Work
By Jennifer FitzPatrick, MSW, LCSW-C
Since mandatory retirement does not exist in the market research industry, we
are living in a time where there are multiple generations of employees working
together. Healthy seasoned octogenarians working alongside college interns,
and every age group in between, can make for a particularly generationally
diverse workforce.
This age diversity in the workplace workplaces mean more viewpoints to offer older workers as slower, technologically
presents challenges in areas of customers on projects, especially those deficient and archaic. Older managers
communication, expectations, work with expanding age ranges of targeted tend to question younger employees’
ethic and abilities and strengths. But end users. experience, maturity and work ethic.
there are also many opportunities for While multigenerational teams struggle Samantha, a newly hired 28-year
exciting intergenerational collaboration to understand each other, some of the old vice president of a small company
that can benefit customers. The business most difficult situations involve managing is meeting with David, a 52-year old
of market research, advertising and a much older or younger staff. Younger manager who reports to her. Samantha
branding is constantly changing. Diverse managers sometimes categorize their asks David to spearhead a project to
24 MRA’s Alert! Magazine – December 2011
MRA’s Alert! Magazine – January 2012
25. create a Facebook page for their company. younger managers on merit rather than
David responds that he does not know age. While a seasoned employee may
much about Facebook but comments that resent a younger person coming in and
his teenage sons use it all the time. When telling him what to do, it is likely this
David asks why the company would want person has something unique to offer.
a Facebook page, Samantha rolls her eyes Sometimes the resentment toward a
and chalks this up to David being behind younger boss has more to do with the
the times. older worker than anything the younger
Robert is a 61-year old supervisor and manager has done. Reporting to a
is constantly receiving requests from his younger manager can trigger feelings of
team about working from home. While inadequacy, feeling “old,” and regret for
much of his team’s work does not have how an older worker’s career has turned
to be done on site, he does not believe in out. The older worker may think back to
the concept. Since many of the staff are when he began his career and second
“While multigenerational teams struggle to
understand each other, some of the most
difficult situations involve managing a much
older or younger staff. Younger managers
sometimes categorize older workers as slower,
technologically deficient and archaic. Older
managers tend to question younger employees’
experience, maturity and work ethic.”
in their twenties and thirties and have guess choices. Older workers feeling this
young children, he expects that much way should contemplate possible changes
work won’t be getting done at home. so their work (and life) is more fulfilling.
Robert tends to have less confidence in Older employees struggling with
employees wanting flexible schedules. accepting their younger managers should
What can Samantha and Robert do to focus on getting along with them and
better lead their employees of different supporting them as they would with any
generations? Samantha would probably other boss. In managing the situation, the
best engage David if she approached the older worker should consider:
Facebook situation with patience and 1. Keeping an open mind about the
additional training. Robert would likely younger manager. Almost everyone
inspire the most loyalty with his team by we encounter at work can teach
being a bit more flexible. If Robert made us something. At the very least,
an effort to put some work-life balance most younger managers have fresh
policies in place his staff might perceive new ideas that can invigorate the
him as more reasonable and work even workplace.
harder to get their jobs done. 2. Offering the younger boss support,
There are challenges from the particularly when other staff is being
subordinate’s perspective as well. uncooperative. The younger boss will
While it is usually a mistake to appreciate and remember those who
underestimate a younger manager, many supported him.
older workers do. Sure, it is possible that 3. Avoiding discussion of the younger
a younger employee might have been manager’s age. When an older
hired or promoted due to nepotism or worker starts to compare the younger
other unjustifiable reasons. But typically, manager to his daughter or even
that younger person is deserving of the granddaughter, it can offend the
position due to education, experience, younger manager. Younger managers
leadership potential or other abilities. know their age; they don’t need older
Regardless, it is important to judge staff reminding them.
MRA’s Alert! Magazine – January 2012 25
