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Robert W. Walker
CEO and Founder, Surveys & Forecasts
rww@safllc.com
203-255-0505
How do I get more out of my tracking research?
Tracking monitors the heartbeat of your business! Unlike past sales, tracking is predictive, allowing time to address problems. In design, measures should always be linked to business action. Importantly, use real-time alerts to trigger prompt action. Remember to minimize burden, optimize engagement and build for mobile. Append transaction-level data or scoring to generate insights. Push reporting deep into the organization though control charts and visualizations. With additional sample, tracking designs can also inform marketing mix changes or address trending topics.
Cara Woodland
Global Voice of the Customer Manager,
Columbus McKinnon Corporation
What are some pros and cons of using digital ethnography over traditional ethnography?
We [Columbus McKinnon Corporation] have a challenge in gaining access to our end users’ work environment, with safety concerns, remote locations and concern with competitive intelligence. Digital ethnography provides a way to access this without physically being present. It allows our end users to document their work environment in an acceptable way to their organization and provides us with a level of understanding that we wouldn’t normally be able to receive when interviewing them. It also allows us to see details in spaces we normally wouldn’t be allowed – or fit – in.
Paul Conner
Founder and CEO, Emotive Analytics
paul@emotiveanalytics.com
314-752-0564
What are the best ways to measure subconscious (aka implicit or System 1) emotions that people have with various marketing assets?
There are several ways. First, define the level of emotionality you’re interested in – dimensional (e.g., valence and arousal), primary emotions (e.g., happy, sad, angry) or discrete feelings (e.g., confident, secure, disappointed). Psychophysiological methods – e.g., facial EMG or coding, brain scanning or biometrics – work at the dimensional level but are less reliable beyond that, especially for discrete feelings. Implicit association measurement via priming techniques works at all levels, especially discrete feelings. Metaphor elicitation is another good approach, more qualitatively-based. If possible, use multiple methods to increase validation and to solidify insights.