NMGR Awards honor a social start-up, a top change agent and a playful solution! Time flies. It’s hard to believe that eight years have passed since we first presented the Next Gen Market Research (NGMR) Awards for Innovation at The Market Research Event (TMRE). The NGMR Awards recognize companies and individuals that have demonstrated outstanding leadership as change agents and/or made significant contributions—technological, methodological or otherwise—toward pushing the field of research in promising new directions. When we open the nomination process every year, I confess I’m always a little bit fearful that maybe this will be the year the tap runs dry. Happily, year after year, my fears go unrealized. Innovation in the field of market research is alive and thriving! Ergo, this year we received more than 50 nominations and submissions for companies and individuals who are making impressive strides in the advancement of the practice of research. This morning I had the honor and pleasure of presenting awards to three honorees whose contributions and accomplishments exemplify innovation in market research today in each of three categories at TMRE in Boca Raton, FL…
- Outstanding Disruptive Start-Up: Cubeyou
- Industry Change Agent of the Year: Dan Foreman, Director & Operating Adviser, Hatted
- Most Innovative Research Method: PlayFULL Insights™ (Karen Lynch & Assoc.)
Author’s note: If you’re here at TMRE today and would like to hear from the winners directly, please join us for a panel this afternoon! The Winners: Who and Why
Outstanding Disruptive Start-Up: Cubeyou
In any industry, start-ups constitute the primary innovation artery. And I’m pleased to say Cubeyou does not disappoint. This company could’ve also been a contender for Most Innovative Research Method, but it’s as a new entrant in the field that their disruptive impact really stands out.
Cubeyou initially distinguished itself as one of the first three preferred Facebook Marketing Partners in Europe. And in the first year since launching its consumer insights software platform stateside out of Redwood City, CA, Cubeyou has already partnered with more 60 advertising and marketing agencies across the U.S.
Notably, Cubeyou has created what it claims is the first statistically representative study of the American consumer powered entirely by social data via a panel of more than 10 million Americans weighted out by age, gender and location.
Cubeyou Sr. Product Manager John Foster explains how it works:
“We observe, monitor, and categorize all of our panelists’ interactions across over 55 million brands on social. We run these interactions through our algorithm (developed with Cambridge University) that allows you to profile any audience. Please note that we weight out panelists interactions to determine if there is a statistically significant amount of interest between an individual and a brand. The 3 factors being weighted are: 1. type of interactions, 2. frequency of interactions, and 3. timing of interactions. The result gives you a 360° view of a brand’s audience, the competition’s audience and the market as a whole.”
Foster adds, “We truly feel that the old ways of surveys and questionnaires are outdated, biased, slow, costly and are just an old fashioned way of learning about consumers.”
Apparently, Cubeyou’s customers agree. Consider these testimonials submitted on Cubeyou’s behalf:
“Simmons and Scarborough were the tools we were using the most before Cubeyou came into play. They take a lot of time to sift through the data and come up with profiles while Cubeyou+ is nearly instantaneous.”
- Matt Sincaglia, Senior Brand Strategist, RedPeg
“It’s becoming harder to have the time to do a quality work. Cubeyou is the tool that finally gave us that time back, and has quickly become a daily routine for our team.”
- Joe Huber, Media Director, Garrigan Lyman Group
“Cubeyou is great in covering recent stuff and goes way deeper than anything we have ever used. At first, only our insights team was using it, but now most of our planning team does.”
- Anne Hufham, Director of Measurement and Performance Science, The Marketing Arm Industry Change Agent of the Year: Dan Foreman, Director & Operating Adviser, Hatted
Being an industry change agent is often a lonely and unappreciated job, and certainly not one for the faint of heart. As someone who’s done a bit of disrupting, personally, I can tell you it sometimes takes a strong stomach and thick skin to demand more than the status quo. But ESOMAR Past-President Dan Foreman has earned a reputation for making change agency look easy. A quick look at Dan’s professional affiliations on LinkedIn here will speak volumes. He is particularly known for supporting young startups and pushing the industry to adopt new technologies and methods. Disruptive credentials: - Bringing a range of disruptive solutions to the market research industry, forcing modernization (Ex: Zappistore, Dalia, Bakamo, Veylinx)
- Elevating the value and profile of research beyond its traditional audience, including investors, brands and the broader data eco-system (Ex: Zappistore – automation; Dalia – largest mobile panel [new sourcing]; Veylinx – skin in the game for consumers by involving them in real auctions)
- Raising the overall credibility from young companies and speeding innovation to market (Examples: Dalia investment within 3 months of starting; Cutting sales cycles in half for Zappistore; Increasing credibility in the overall perception of high-level stakeholders around Veylinx)
Per Nico Jaspers, Ph.D., Co-founder & CEO, Dalia Research GmbH (one of the people who nominated Dan):
“Dan Foreman is someone who is able to elevate the standing of research much beyond its traditional realm and into the strategic place that it should hold among investors, brands, technology leaders and the whole data-science ecosystem. Among hundreds of encounters with industry thought-leaders over the past years, I have not met a single person who so ably and persuasively pushes the boundaries of market research.”
Most Innovative Research Method: PlayFULL Insights™ (Karen Lynch & Assoc.)
My colleague on the NGMR judging panel, Kristin Luck, summed up our sentiment about this year’s Most Innovative Research Method nicely here:
“Too often, in this age of technology overload, we think of innovative research methods as tech driven, rather than creativity driven. PlayFULL Insights is a great example of how looking at research from a different angle, utilizing tools as simple as Legos along with storytelling skills, can lead to breakthrough innovation.”
The PlayFull Insights TM method involves Lego Serious Play (LSP)
—“a facilitated thinking, communication and problem-solving technique for use with organizations, teams and individuals that uses LEGO® bricks and elements.” LSP purportedly draws on extensive research from the fields of business, organizational development, psychology and learning.
Essentially, respondents use LEGO® bricks to build 3D models that represent their thoughts, beliefs and feelings in response to the moderator’s questions and which then become the basis for discussion.
Karen Lynch from the PlayFULL Insights team explains that the method “leverages the power of play and enables respondents to go deeper, quicker. With PlayFULL Insights, everyone builds and everyone shares so everyone is engaged. There's 100% equal airtime around the table and reduced group think. Plus it levels the playing field between extroverted and introverted thinkers while engaging auditory, kinesthetic, and visual preferences.”
It’s worth noting that the PlayFULL Insights submission included details about work in partnership with Siri Lynn, qualitative consultant and president of Idea Exchange, Inc., and skincare giant
Beiersdorf in which the methodology was deployed for an important project to understand “What is Care?” Beiersdorf Director of Consumer & Market Insights, Michelle Onofrio, had this to say:
“The project was very inclusive. PFI and our brand and agency team worked together, took the learnings and workshopped next steps. The output garnered high praise from the Global VP of NIVEA, the Global Head of NIVEA Crème and the VP-Marketing U.S.”
And that wraps up another year of disruptive innovation! If you aren’t yet an NGMR member, check us out on LinkedIn here. Thank you to all who participated and congratulations to the winners! @TomHCAnderson
Tom H. C. Anderson OdinText Inc. www.odintext.com 888.891.3115 x 701
About Next Gen Market Research (NGMR) Next Gen Market Research (NGMR) is a professional networking group for market research practitioners who are interested in exploring innovative, emerging market research techniques and technologies. Originally founded as a discussion forum on the LinkedIn network in September 2007, NGMR’s membership now exceeds 23,000 market researchers worldwide (clients and suppliers) and is the most active online community in the field. For further information, please visit the NGMR group on LinkedIn.
[The 2016 NGMR Awards are brought to you by Next Gen Marketing Research Group and WIRe (Women in Research). This years awards are proudly sponsored by OdinText and UB Moble.]