MRA Education

Getting to the Truth – How Mobile “In the Moment” Research Is Critical to Uncovering Consumer Motivations and Experiences

Session Description:
This webinar will discuss the importance of uncovering consumer emotions in real-world environments and in real time. It will include a discussion of the benefits of gathering data “in the moment” using a new applied neuroscience research technique (MindSight Mobile®), including an exploration of the importance of overcoming the challenge of relying on consumer reconstructions of events/feelings. Discussion will focus on how insights about emotional experiences “in-the-moment” can be translated into more effective business strategies that deliver enhanced consumer experiences. A range of business circumstances where “in the moment” mobile research can provide added value will be identified.

Specific case studies will be shared, such as:

o A study that uncovered the emotional experiences of clothes shopping “in the moment” at four very different clothes shopping venues (the Mass Merchandiser, the Club Store, the Department store, and the Boutique); findings have significant impact on shopper engagement strategies – both in terms of conducting market research that truly “engages” the consumer and in terms of the results which include cues for merchandisers to “re-engage” with consumers.

o A study that revealed the emotions during the morning coffee break and helped a Dunkin’ Donuts franchisee better understand the critical emotional drivers which distinguish a well performing and a poorly performing store location (that did not differ on obvious demographic or infrastructure variables). This study exposed critical emotional factors in customer satisfaction in this lifestyle moment, and helped to highlight the true drivers of success for the franchiser in this visit occasion.


Key Takeaways:
CONSUMER EMOTIONAL EXPERIENCES can hold the key to Business Success; MOBILE DEPLOYMENT CAN BE KEY for discovering emotions in the immediacy of the moment.
Taking emotional research ‘into the moment’ where consumers purchase, use or experience brands, rather than relying on consumer reconstructions of events/feelings that occurred earlier is critical; Retail Brands, can benefit from learning about their consumers’ emotional need in the service occasion – delivery on these needs can be a path to a more successful business

Demonstrating Return on Investment from Market Research

Session Description:
Demonstrating return on investment is critical to influence senior executives, defend budgets and staff, and maximize personal and professional success. Yet according to a study done with Research Innovation and ROI and Quirk's Marketing Research Review, less than 1/3 of departments attempt to quantify the financial value of research to their respective organizations.

A quantitative study, “Revenue, Risk, Results, and Return," was followed by 75 in-depth interviews to develop methods to demonstrate return on investment from research. Join Brett Hagins from Research Innovation and ROI, Inc. and Quirk's on February 15th for a training session on how to demonstrate and increase return on investment from different types of research.

Attendees will learn:

• Guidelines for implementing an information tracking system among key stakeholders that will later enable ROI demonstration


• Financial concepts critical to ROI


• An overview of nine different methods to demonstrate return on investment


• Revenue increases


• Marketing cost reduction/avoidance
• Opportunity identification/threat avoidance


• Risk mitigation


• Marketing campaign analysis


• Sales promotion


• Usability testing


• Estimated time saved/reduction in labor costs


• Research portfolio method/departmental ROI


• A framework for increasing return on investment at each stage of the research process

Surviving Disruption: Admitting you Have a Problem is the First Step

Session Description:
Every large company has to protect its long standing businesses from disruption. But doing so effectively assumes that companies have in hand a toolbox of techniques for identifying disruptions before they become adopted by mainstream audiences. Additionally companies need to know best practices that they can use to delay, adapt to, and capitalize on these market disruptors before it becomes too late.

Key Takeaways:
• 5+ Techniques you can use to identify market disruptors before it's too late.
• A set of strategies you can use to minimize the impact of market disruptors on your
business or industry.
• Well known companies who have survived market disruptors in the past and what
you can learn from their experiences.

Presenter: Sean Campbell, Co-Owner, Cascade Insights
Sean is regularly asked to present at conferences and he has delivered workshops and seminars hosted by organizations such as Strategic and Competitive Intelligence Professionals, Marketing Research Association, Special Libraries Associations, Marketing Profs, Marketing Research and Intelligence Association, SoftwareCEO, Silicon Valley Product Management Association, the Investigative Reporters and Editors conference, the Association of Product Management and Product Marketing, and on the campuses of many organizations.

Additionally Sean has been invited to speak on 6 continents, and he has been interviewed by Forbes magazine, the NY Times, and the LA Times. Sean is an author of several books, his latest is Going Beyond Google: Gathering Internet Intelligence, now in its 3rd edition.

Lastly, Sean is a Contributing Assistant Professor at Willamette University’s Atkinson School of Management where he teaches courses on Industry Analysis and Competitive Intelligence and he is an active member of the Strategic and Competitive Intelligence Professionals association’s Board of Directors