manila austin main stage - 2012
TRANSCRIPT
- 1. Manila Austin, Communispace Corporation, USA Festival of NewMR 2012 - Main Stage - Session 4 APresenta*onfrom TheFes*valofNewMRMainStage 5December2012 DoYouFeelWhatIFeel? WhenMeaningMa3ersMorethanNumbers AllcopyrightownedbyTheFuturePlaceandthepresentersofthematerial Formoreinforma:onaboutNewMReventsvisitNewMR.org ManilaAus:n Communispace
- 2. Manila Austin, Communispace Corporation, USA Festival of NewMR 2012 - Main Stage - Session 4 WHY MICRO IS THE NEW MACRO DO YOU FEEL WHAT I FEEL? When Meaning Matters More than Numbers Manila Austin, Ph.D. VP, Research, Communispace [email protected]
- 3. Manila Austin, Communispace Corporation, USA Festival of NewMR 2012 - Main Stage - Session 4 TENSIONS that are shaping our industry, but that are actually good for us EMPATHY and its necessary and emergent role in market research + EXAMPLES of humanistic research methods and why they are so powerful +
- 4. Manila Austin, Communispace Corporation, USA Festival of NewMR 2012 - Main Stage - Session 4 Tension can be a good thing
- 5. Manila Austin, Communispace Corporation, USA Festival of NewMR 2012 - Main Stage - Session 4 MEASUREMENT UNDERSTANDING
- 6. Manila Austin, Communispace Corporation, USA Festival of NewMR 2012 - Main Stage - Session 4 MEASUREMENT UNDERSTANDING OBJECTIVITY SUBJECTIVITY
- 7. Manila Austin, Communispace Corporation, USA Festival of NewMR 2012 - Main Stage - Session 4 MEASUREMENT UNDERSTANDING INDEPENDENCE CONTEXT OBJECTIVITY SUBJECTIVITY
- 8. Manila Austin, Communispace Corporation, USA Festival of NewMR 2012 - Main Stage - Session 4 OBJECTIVITY SUBJECTIVITY MEASUREMENT UNDERSTANDING INDEPENDENCE CONTEXT EXTERNAL INTERNAL
- 9. Manila Austin, Communispace Corporation, USA Festival of NewMR 2012 - Main Stage - Session 4 EMPATHY
- 10. Manila Austin, Communispace Corporation, USA Festival of NewMR 2012 - Main Stage - Session 4 EMPATHY The identification with or vicarious experiencing of the feelings, thoughts, or attitudes of another
- 11. Manila Austin, Communispace Corporation, USA Festival of NewMR 2012 - Main Stage - Session 4 EMPATHY Not just a reaction
- 12. Manila Austin, Communispace Corporation, USA Festival of NewMR 2012 - Main Stage - Session 4 EMPATHY but a response
- 13. Manila Austin, Communispace Corporation, USA Festival of NewMR 2012 - Main Stage - Session 4 EMPATHY but a response within relationship
- 14. Manila Austin, Communispace Corporation, USA Festival of NewMR 2012 - Main Stage - Session 4 EMPATHY but a response within relationship that is a recognition
- 15. Manila Austin, Communispace Corporation, USA Festival of NewMR 2012 - Main Stage - Session 4 EMPATHY but a response within relationship that is a recognition of me in you
- 16. Manila Austin, Communispace Corporation, USA Festival of NewMR 2012 - Main Stage - Session 4 BARRIERS Designed identity Consumer power Privacy Bias toward quant Big data is compelling
- 17. Manila Austin, Communispace Corporation, USA Festival of NewMR 2012 - Main Stage - Session 4 IDENTITY BY DESIGN We are experts at creating digital identities fit for consumption
- 18. Manila Austin, Communispace Corporation, USA Festival of NewMR 2012 - Main Stage - Session 4 CONSUMER POWER People are safeguarding their privacy, screening out unwanted friends and other noise PRIVACY
- 19. Manila Austin, Communispace Corporation, USA Festival of NewMR 2012 - Main Stage - Session 4 QUANTITATIVE TRADITION BIG DATA
- 20. Manila Austin, Communispace Corporation, USA Festival of NewMR 2012 - Main Stage - Session 4 HUMANISTIC METHODS SURFACE EMOTIONS FACILITATE REFLECTION EMBRACE CONTEXT
- 21. Manila Austin, Communispace Corporation, USA Festival of NewMR 2012 - Main Stage - Session 4 Passive(measured) Ac*ve(self-reported) Ra*onaland Verbal Symbolic and Emo*onalSurveys Facial expression analysis Metaphor (Z-Met, Meta4) Image annota*on Discussions Conjoint Analyses Web mining Emo*on Centric Mind Mapping Eye Tracking Card sor*ng Text analy*cs Behavior monitoring SUBJECTIVE OBJECTIVE ENGAGING THE WHOLE BRAIN
- 22. Manila Austin, Communispace Corporation, USA Festival of NewMR 2012 - Main Stage - Session 4 Mobile=HERE EMOTION 26 people, 3 weeks, 131 submissions Description Devalued home value Tasks: Paying bills Tags: cynical, pessimistic, worried
- 23. Manila Austin, Communispace Corporation, USA Festival of NewMR 2012 - Main Stage - Session 4 Mobile=HERE EMOTION 26 people, 3 weeks, 131 submissions Description My cousin is in Afghanistan with the Air Force. His date completely hinges on the election. Tasks: Caring for family members Tags: worried
- 24. Manila Austin, Communispace Corporation, USA Festival of NewMR 2012 - Main Stage - Session 4 Mobile=HERE EMOTION 26 people, 3 weeks, 131 submissions Description Healthcare - friend with terminal illness Tasks: Cooking Eating, Socializing Tags: angry, hopeful, worried
- 25. Manila Austin, Communispace Corporation, USA Festival of NewMR 2012 - Main Stage - Session 4 Mobile=HERE EMOTION 26 people, 3 weeks, 131 submissions Description Will my students have a far chance at an education? All they learn is standardized testing! Tasks: Studying, Working Tags: angry, disgusted, worried
- 26. Manila Austin, Communispace Corporation, USA Festival of NewMR 2012 - Main Stage - Session 4 Mobile=HERE EMOTION Multi-directional linguistic priming Stimulus - how does Ready-to- Bake Flan make you feel? Ready-to-Bake Flan makes me feel _________ . What immediately comes to mind? What emotions are most frequently evoked? What perceptions, beliefs, imageries are they associating with their feelings? EmotionCentricTM
- 27. Manila Austin, Communispace Corporation, USA Festival of NewMR 2012 - Main Stage - Session 4 Mobile=HERE EMOTION Emotion Groups EmotionCentricTM 96 people, 2 weeks 0 10 20 30 40 50 60 70 80 Excited, curious Feel sick Confused skeptical Sinful Lazy Dont care Hedonic pleasure Feel smart, sophisticated How Does Ready-to-Bake Flan Make you Feel?
- 28. Manila Austin, Communispace Corporation, USA Festival of NewMR 2012 - Main Stage - Session 4 Mobile=HERE 73 sandwiched men and women, 12+ activities, 481 additional members REFLECTION Who can AFFORD this many cruise tickets? No way I could afford it. I cant afford one. Envy! Envy! Envy! What good is a vacation if somebody does NOT have fun? IMAGE ANNOTATION
- 29. Manila Austin, Communispace Corporation, USA Festival of NewMR 2012 - Main Stage - Session 4 Mobile=HERE 73 sandwiched men and women, 12+ activities, 481 additional members REFLECTION I am the bread because I have to hold everyone together, my husband is the bacon because he is the full time worker, my dad is the tomato he is elderly soft and confused, my grandchildren are the cheese because they are the center of my life. BRAINSTORM: What Kind of Sandwich are You?
- 30. Manila Austin, Communispace Corporation, USA Festival of NewMR 2012 - Main Stage - Session 4 Mobile=HERE 73 sandwiched men and women, 12+ activities, 481 additional members REFLECTION I get the chance to give back for all my parents gave to me and at the same time, I help to mold my sons and grandsons attitudes that they should help their relatives and care for and honor their elders. OPEN-ENDED SURVEY: If you had to choose
- 31. Manila Austin, Communispace Corporation, USA Festival of NewMR 2012 - Main Stage - Session 4 Mobile=HERE 290 shoppers, 8 weeks, 18 mind maps REFLECTION MIND MAP: I notice
- 32. Manila Austin, Communispace Corporation, USA Festival of NewMR 2012 - Main Stage - Session 4 Mobile=HERE I just washed my hands with this soap and it smells fabulous, smell is not heavy or overly sweet. It leaves the hands nicely scented. It smells floral and fruity. The name 'apricot sunshine' is very appropriate because it reminds me of summer, ripe peaches, and sunshine. 16 women, 1 week, 84 submissions CONTEXT It brings memories of a lazy Sunday afternoon in summer, napping in my backyard hammock.
- 33. Manila Austin, Communispace Corporation, USA Festival of NewMR 2012 - Main Stage - Session 4 Mobile=HERE 16 women, 1 week, 84 submissions CONTEXT ...the smell of paint evokes my own sense of identity as an artist. The smell of drying paint on wood (as in this birdhouse my boyfriend and I collaborated on. It reminds me of trying to build treehouses clumsily as a child
- 34. Manila Austin, Communispace Corporation, USA Festival of NewMR 2012 - Main Stage - Session 4 15 women, 2 weeks, 265 submissions Project Sound Moments I Value Description Kitty breakfast Tasks: Happy-Joyful Tags: n/a CONTEXT
- 35. Manila Austin, Communispace Corporation, USA Festival of NewMR 2012 - Main Stage - Session 4 15 women, 2 weeks, 265 submissions Project Sound Moments I Value Description Type type type...this is my life Tasks: Calm-Content Tags: n/a CONTEXT
- 36. Manila Austin, Communispace Corporation, USA Festival of NewMR 2012 - Main Stage - Session 4 15 women, 2 weeks, 265 submissions Project Sound Moments I Value Description Bacon yum! Tasks: Energized-Excited Tags: n/a CONTEXT
- 37. Manila Austin, Communispace Corporation, USA Festival of NewMR 2012 - Main Stage - Session 4 REFLECTION + CONTEXT + EMOTION
- 38. Manila Austin, Communispace Corporation, USA Festival of NewMR 2012 - Main Stage - Session 4 WHY MICRO IS THE NEW MACRO THANK YOU Manila Austin, Ph.D. VP, Research, Communispace
- 39. Manila Austin, Communispace Corporation, USA Festival of NewMR 2012 - Main Stage - Session 4 AndrewJeavons SurveyAnaly:cs ManilaAus:n Communispace Corpora:on Q & A
- 40. Manila Austin, Communispace Corporation, USA Festival of NewMR 2012 - Main Stage - Session 4 WHY MICRO IS THE NEW MACRO THANK YOU Manila Austin, Ph.D. VP, Research, Communispace [email protected] Read Manilas posts on: http://blog.communispace.com/ Read Manilas research at: http://www.communispace.com/research