Consumer Insight Series™
Institute for International Research
Consumer Insight Series™
Consumer Insight Series™
Consumer Insight Series™
February 4-5, 2002
Consumer Insight Series™
Hyatt Pier 66
Consumer Insight Series™
Consumer Insight Series™
Ft. Lauderdale, FL
Consumer Insight Series™
Consumer Insight Series™
Ethnographic/Observational
Market Research:
Consumer Insight Series™
Consumer Insight Series™
Consumer Insight Series™
Consumer Insight Series™
Consumer Insight Series™
Consumer Insight Series™
Consumer Insight Series™
Translate Qualitative Data & Insights into Actionable Strategies
Consumer Insight Series™
Consumer Insight Series™
Raise Your Research IQ with:
Case New Holland Global
Doyle Research Associates
Consumer Insight Series™
Consumer Insight Series™
Consumer Insight Series™
Consumer Insight Series™
Innovation Focus, Inc.
Jump Associates
Procter & Gamble
Radar Communications
Consumer Insight Series™
Consumer Insight Series™
Consumer Insight Series™
EverydayLives International
Western Union
Consumer Insight Series™
Consumer Insight Series™
Consumer Insight Series™
Plus... take advantage of our interactive
Consumer Insight Series™
post-conference workshop:
Consumer Insight Series™
Consumer Insight Series™
Consumer Insight Series™
ÒReanimating Qualitative Research: A DialogueÓ
led by Barbara Perry Associates & Radar Communications
Consumer Insight Series™
Consumer Insight Series™
Consumer Insight Series™
Consumer Insight Series™
Consumer Insight Series™
In cooperation with:
Consumer Insight Series™
Consumer Insight Series™
Consumer Insight Series™
Consumer Insight Series™
Consumer Insight Series™
Consumer Insight Series™
To Register
Consumer Insight Series™
Call 888.670.8200
Fax 941.365.2507
Email register@iirusa.com
Web www.consumerinsightseries.com
Consumer Insight Series™
Consumer Insight Series™
Consumer Insight Series™
Consumer Insight Series™
Consumer Insight Series™
Institute for International Research
Dear Consumer Insights Professional:
If you are utilizing qualitative observational market research methods and tools in order to learn more about your consumers in their own
environments, you may be struggling to find answers to the following questions:
What are the various types of observational market research methodologies available, and which methods and techniques are
most appropriate to meet my company’s specific objectives?
How do I educate my team and create buy-in to this non-traditional research process?
How do I best leverage my research and transform my insights and data into actionable ideas?
What companies have managed to successfully employ observational research and how did they overcome their obstacles?
To provide you with specific solutions to these questions, the Institute for International Research is proud to announce the return of our
industry-leading event:
ETHNOGRAPHIC/OBSERVATIONAL MARKET RESEARCH:
Translate Qualitative Data & Insights into Actionable Strategies
Part of IIR’s signature Consumer Insight Series, this conference is scheduled for February 4-5, 2002 at the Wyndham Bonaventure in Ft.
Lauderdale. A variety of methodologies, innovative theories and applicable case studies will inspire you and take you to the next level of
in-depth market research. Don’t miss our exciting lineup of speakers from:
ABM Research Ltd. ® • Case New Holland Global ® • Doyle Research Associates
Innovation Focus Inc.® • Jump Associates ® Procter & Gamble ® • Western Union
We encourage you to register today! We look forward to meeting you in sunny Ft. Lauderdale this February.
Sincerely,
Carey Kyler
Research Manager
Procter & Gamble
Jeff Dufour
Conference Producer
Institute for International Research
P.S. For added learning and informal networking, sign up for the half day, post-conference workshop,
“Reanimating Qualitative Research: A Dialogue,” led by Barbara Perry Associates & Radar Communications.
REGISTRATION DETAILS
Five Easy Ways to Register:
FAX
PHONE
MAIL
EMAIL
INTERNET
your registration to (941) 365-2507
us toll-free at (888) 670-8200, or,
internationally, (941) 951-7885
your registration form (or a copy) to:
Institute for International Research
P.O. Box 3685
Boston, MA 02241-3685
register@iirusa.com
www.consumerinsightseries.com
FEE: Including continental breakfast, lunches and
refreshments, your investment for attending the
“Ethnographic/Observational Market Research”
conference is as follows:
Conference and Post-conference
Workshop . . . . . . . . . . . . . . . . . . . . . . . . . . . .$2,195
Conference Only . . . . . . . . . . . . . . . . . . . . . . .$1,695
This, of course, includes the conference
workbook containing information submitted by
speakers; a permanent reference source after
the conference has ended.
Payments must be received by January 21, 2002.
Payments may be made by check, Visa,
MasterCard, Diners Club or American Express.
Please make all checks payable to the “Institute
for International Research, Inc.” and write the
name of the delegate(s) on the face of the check,
as well as our reference #M1477. If payment has
not been received prior to registration on
February 4, 2002 a credit card hold will be
required.
DATE:
VENUE:
Book Ea
rly!
Hotel W
February 4-5, 2002
ill
Sell Ou
Hyatt Pier 66
t
2301 SE 17th Street Causeway
Ft. Lauderdale, Florida 33316
Phone: 954-525-6666*
* This number is for general hotel information
only. Hotel will not accept individual call-ins for
hotel room reservations at IIR’s negotiated group
rate.
HOTEL ACCOMODATIONS: All hotel bookings
should be made through The Global Executive’s
Internet booking site. Please visit
www.globalexec.com/iir to make your
reservation. If you do not have web access, or
need additional assistance, please call The
Global Executive at 800-516-4265 or send them an
email at reserve@globalexec.com. The hotel will
not accept individual calls for room reservations
at the IIR negotiated rate.
SPECIAL AIRLINE DISCOUNTS: IIR has
negotiated discount airfares with several airlines
for conference attendees; Saturday night stays
are not required. To learn more about these
savings, please call IIR’s designated travel
agency, The Global Executive, 6 Maple Avenue,
Armonk, NY 10504 at 914-273-8957, 800-516-4265
outside New York State or fax to 914-273-1763 and
advise them you are attending an IIR conference.
CANCELLATIONS: Should you be unable to attend
for any reason, please inform us IN WRITING prior
to January 21, 2002 and a credit voucher for the
full amount will be issued. If you prefer, a full
refund less a $195 non-refundable deposit will be
issued. No refunds or credits will be given for
cancellations received on or after January 21,
2002.
Substitutions of enrolled delegates may be made
at any time. If, for any reason, IIR decides to
cancel this conference, IIR does not accept
responsibility for covering airfare, hotel or other
costs incurred by the registrants. Program
content subject to change without notice.
Any disabled individual desiring
an auxiliary aid for this conference
should notify IIR at least two weeks prior to
the conference.
To Register Call 888.670.8200 Fax 941.365.2507 Email register@iirusa.com Web www.consumerinsightseries.com
Monday February 4, 2002
8:00
Continental Breakfast & Conference Registration
8:45
Chairperson’s Welcome & Opening Remarks
Carey Kyler, Research Manager
PROCTER & GAMBLE
9:00
KEYNOTE PRESENTATION: WHY OBSERVE?
Siamack Salari will walk you through 7 years of good and bad
observational research experiences ranging from selling to
multinationals to presenting final findings. His talk will be
generously populated with clips from around the world which
bring to life the process of generating insights
• What is observation research? (and what shouldn't it be)
• What is observation research to the respondent?
• Learning to learn from observational data to generate insight
• What is an insight? (and how are they suppressed/exploited
by clients)
• How to get the most from observation research
• Sharing knowledge and understanding across continents
• The future
Siamack Salari, Founding Partner & Director
EVERYDAYLIVES INTERNATIONAL
10:00
Morning Refreshment Break
10:15
On-Site Insight
This presentation will showcase and explore a wide range of
qualitative observational market research methods and tools and
will demonstrate how valuable these methods have been to a
variety of companies in their research and marketing efforts.
• Learn when to consider utilizing observational market research
methods vs. more traditional qualitative methods
• Determine which methods and techniques are most appropriate
to meet specific objectives
• Hear real-world examples of client projects that have utilized
observational research. Case studies will represent industries
as diverse as pet products, retail, household products and
automotive
• Learn how these specialized tools and techniques impacted
client learning—from new product development efforts, to instore displays and signage, to marketing and advertising efforts
• Explore the role and appreciate the value of respondent
homework assignments
• Understand why, how and when they are employed, and how
they are analyzed to deepen client insights
Tom McGee, Vice President
DOYLE RESEARCH ASSOCIATES
11:15
• A written report can sometimes sit in a desk pile for weeks
before it is read.
• But a report on videotape is theater. It focuses the attention of
interested parties and dramatizes key issues with relevant, oncamera excerpts from the research.
• It captures inflections and body language – often as revealing
as verbal responses.
• A videotaped report, whether of focus groups or ethnography,
can contain all the nuanced analysis found in a well thought-out
written report – and more.
Bill Abrams, President
HOUSECALLS, INC.
12:15
Networking Luncheon for Attendees & Speakers
1:45
Using Research to Reframe Development Strategy:
A Casio Case Study
It’s sometimes hard to see how a new product innovation is the
direct and unique result of the research that came before it. Too
often, the products we create don’t violate the research, but
don’t leverage it either. What’s needed is a model for how to turn
insights into action.
This presentation will present a case study of how Casio’s
Silicon Valley innovation lab worked with Jump Associates to
discover new sources of value in a crowded market. The
speaker will talk about the journey that Casio has taken to ensure
its watches and keyboards are still relevant in an era of Palm
Pilots and MP3 players, and how that direction was the result of
an ethnographic insight. In this session, you will:
• Get a better sense of how ethnographic research can play a
strong role in front-end product definition
• Understand a framework for how anthropological and
sociological techniques can support business objectives, all the
way from providing exposure to creating empathy to generating
proprietary market insights
• Gain exposure to multiple methodologies for both getting big
insights about people and turning those insights into actionable
mandates for design.
Dev Patnaik, Founder/Principal
JUMP ASSOCIATES
2:45
3:45
Afternoon Refreshment Break
4:00
How Pattern Language Solves ÒImpossible ProblemsÓ
Cue Framing is a psycho-linguistic approach that allows one to
understand what makes a problem between two groups exist. For
example, what are the hidden causes (those that people cannot
To Register Call 888.670.8200 Fax 941.365.2507 Email register@iirusa.com Web www.consumerinsightseries.com
© Institute for International Research (IIR) BV 2002
Have “me too” products and creeping incrementalism been
pervasive in your product development process? Experience
how CNH Global has used ethnographic research to bring the
wow and excitement back into the development of new products.
Understand how customers who spend $250,000 for a tractor not
only expect, but demand to be excited by their products.
• Get the team involved in the process
• Educate your team members to get buy in to the process
• Learn how to observe the customers in action
• See how customers subconsciously solve their problems
without knowing it
• Use outside stimulus and experts to foster creativity
• Turn unmet needs into “WOWS”
Robert Bledsoe, Global Marketing Research Manager
CNH GLOBAL
Bill Morris, President
INTERACTIVE SOLUTIONS
Put Your Ethnographic Report On Videotape And Light
Management's Fire
This presentation will demonstrate how a ethnographic
research report on videotape tends to produce involvement and
action by decision-makers–often in contrast to the written report.
A report of an ethnographic assignment completed for Kodak
single-use cameras will be excerpted for the presentation. The
objective was to explore how single-use cameras fit into the lives
of 18-24 year-old consumers. Forty young men and women were
videotaped and interviewed while they purchased, reacted to
and used various brands of cameras while engaging both
recreational and work-related activities. They were also
videotaped and interviewed a second time when they evaluated
the developed photos. The assignment resulted in a new
advertising strategy for young consumers, reflected in a recentlyrun television campaign that came directly out of the research.
This presentation will reveal that:
Bringing the ÒWOWÓ Factor into Your Products through
Ethnographic Research
articulate) behind why consumers decide to switch from a brand
that they have historically been loyal to and why do new products
that been traditionally researched and said to be a success
become a failure once in the marketplace–”the New Coke”
phenomenon? Why do ads that pre-test so well when tracked on
an ongoing basis in more realistic terms not do as well? The
values of Cue Framing:
• Allows us to decode people’s unconscious motivations and
beliefs by observing and evaluating patterns of language (both
verbal and non-verbal) and emotional contexts
• Gives us the insights into those recurring challenges that never
seem to be resolved–the “impossible problems”
• Technique that goes beyond facts and reasoning and one that
focuses on unrecognized emotional perspectives, beliefs,
experiences and patterns
• It is predictive in determining how people will behave in the
contexts being researched
Review of sample cases associated with the successes of Cue
Framing resulting in increased sales and/or market share through
the development of more effective advertising campaign, direct
marketing approaches, distribution tactics, etc.
Joanna Castellano, President and Founder
Q:QUEST INC.
5:00
• How do you share results with the larger organization?
• What’s the value for the individual? The team? The
organization?
• What is the leadership role?
Barbara Perry, Ph.D., Cultural Anthropologist
BARBARA PERRY ASSOCIATES
9:45
Morning Refreshment Break
10:00
Creating the Complete Customer Connection:
A Western Union Case Study
Are transforming insights and data from ethnographic research
and turning them into actionable ideas really like trying to spin
hay into gold? It doesn’t have to be. Watch one team’s radical
approach to involving the research team with the consumer and
involving the consumer with the research team. Through the
eyes of this team at Western Union, you will get a better
understanding of a process for taking insights and translating
them into actionable themes, ideas and new product concepts.
Learn how to:
• Prepare to go into your consumers’ environment and have them
come into yours
• Create touch points with the consumer throughout the new
product development effort
• Use a creative approach for determining research themes
• Turn the corner from research findings to innovative solutions.
Lisa R. Buckley, Chief Marketing Officer
WESTERN UNION
Cara L. Woodland, Director of Discovery and Innovation
INNOVATION FOCUS INC.
Day One Adjourns
Tuesday February 5, 2002
8:30
8:45
Chairperson’s Recap of Day One
Carey Kyler, Research Manager
PROCTER & GAMBLE
11:00
Semiotics is the systematic study of signs, symbols, and
communication, based on the notion that all human
communication is made of a system of texts, requiring decoding.
Any form of communication, from architecture and advertising to
movies and music videos, can be read as a text, and semiotics
precisely outlines each element of the communication and what
it connotes to the observer or consumer. Semiotics can play an
important role as an enhancement tool in ethnographic research.
‘Consumer Environmental Semiotics’ applies semiotic analysis to
consumer environments such as stores, shopping malls, and
websites. This holistic approach looks at the relationship
between the semiotic elements of the environment (POS signage,
store layout, lighting, music, staff uniforms, architecture, color
schemes, fixtures, furniture, etc.) and the shopping experience as
a whole (mood, attitude, etc.). The researcher is able to draw
semiotic conclusions on how the consumer environment impacts
the shopping experience, in parallel with ethnographic
conclusions. The results give clients concrete, actionable
recommendations on how to achieve their objectives.
Employing engaging examples and case histories drawn from
today’s media and retail landscape, Dr. Leech will offer an
introduction to semiotics as a qualitative research tool, and
illustrate its effectiveness as a valuable enhancement to
ethnographic research.
Charles Leech, Ph.D., Qualitative Research Consultant and
Semiotician
ABM RESEARCH LTD.
Discovering Your CustomerÕs Needs First Hand:
Lessons Learned from a Lifetime of Facilitating
Team-Based Ethnography
Consumer insights are no longer the domain of one function.
Innovative thinking is everyone’s work and that means being
connected: connected internally across functional boundaries
and externally to the consumer. Team-based ethnography
provides both a direct line of sight into the customer’s world and
a powerful shared experience. This “glue” keeps the customer’s
perspective center stage and becomes the basis for creative
team dialogue, insights and action.
In this presentation, Dr. Perry will share stories and lessons
learned from working with teams across a variety of industries
that used ethnography in many ways from new product
development to marketing and brand strategy. Her goal is to
address, as concretely as possible, questions that frequently
arise, including:
• How do you plant the seeds for ethnography?
• Why and when is a team appropriate?
• Who do you include?
• How do you prepare them?
• How long does a project take?
• How much does it cost?
• How do you set expectations with key stakeholders?
• How do you define the area of inquiry?
• How and how many respondents do you recruit?
• What kinds of immersion experiences do you want?
• What logistical issues do you face?
• How do you document the process?
• How do you handle debriefing and storytelling?
• How do you get to insights and the “so what?”
The Role of Semiotics as an Enhancement Tool of
Observational Research
12:00
Networking Luncheon for Workshop Attendees & Speakers
Conference Dress Code: Comfort is always key! Casual attire is
suggested. Bring a sweater or jacket—the conference rooms are
well air-conditioned.
To Register Call 888.670.8200 Fax 941.365.2507 Email register@iirusa.com Web www.consumerinsightseries.com
1:30-4:30
SPECIAL POST-CONFERENCE WORKSHOP
REANIMATING QUALITATIVE RESEARCH: A DIALOGUE
What will bring us to this conference is acknowledgment of
the growing interest in ethnography as a valuable tool in the
“closer to the consumer” tool kit. But you have only to use it
once to know that this “tool” is unlike others in its power to
reanimate the research process itself. “Reanimation”: bring to
life; having to do with air, breath, spirit and soul. Ethnography
breathes life into our abstractions, causing us to look again at
what we know and how we know it.
Once upon a time, qualitative research had the sense of
wonder and magic that seeing things for the first time brings.
These are the roots that ethnography has tapped into. Like
anything successful, businesses have sought to fit an art form
into a box that can be replicated and sold. As qualitative
research has achieved its scalability, it has lost its magic. It is
time to rediscover the sense of wonder and bring back the art
form of great qualitative research.
In its essence, qualitative research is not about the
efficiencies of focus groups. Rather, it is about a dialogue
between a company and its customers, both external and
internal. Never has this dialogue been more important then in
these times when we all search for meaning and meaningful
interaction.
In Cooperation With:
The Qualitative Report (ISSN 1052-0147) is
a peer reviewed, online journal dedicated
to writing and discussion of and about
qualitative, collaborative, action-oriented,
and critical inquiries. The Qualitative Report serves as
a forum and sounding board for researchers,
scholars, practitioners, and other reflective-minded
individuals who are passionate about ideas, methods,
and analyses permeating qualitative, collaborative,
action-oriented, and critical research approaches.
These pages are open to a variety of forms: original,
scholarly activity such as qualitative research studies,
critical commentaries, editorials, or debates
concerning pertinent issues and topics; news of
networking and research possibilities; and other sorts
of journalistic and literary shapes which may interest
and pique readers. The Qualitative Report is published
by Nova Southeastern University. Its WWW address is
http://www.nova.edu/ssss/QR/index.html.
FQS, a peer-reviewed and
interdisciplinary online journal for
qualitative research, aims to promote
discussion and cooperation between qualitative
researchers from all over the world. Appearing three
times a year, FQS issues are available in English and
German language. For advertising information contact
Katja Mruck, Editor at ++49 / (0)30 / 791 5431 or email
mruck@qualitative-research.net. Free full texts are
available at http://www.qualitative-research.net/fqs.
Ethnographic Research, Inc.
conducts ethnography for
understanding and improving organizations, products,
and services, worldwide. Detectives of daily life, our
world is a world of hamburgers and hard drives,
trombone lessons and toothpaste. We live and work in
Our objective in this workshop is to begin a conversation
within the organizational community about what are we doing
and what can we do to reanimate that most human of all
connections...the dialogue. We will share our latest thinking,
models, principles and tools. While our interest is primarily on
the qualitative side, changes there also create new
opportunities for meaningful and intuitive ways of linking to the
quantitative side. Our goal will be to consider the whole
continuum from “the context of discovery to the context of
justification.”
This workshop is a dialogue, which means that we will
provide context, concepts, and process, but we also want to
create an opportunity for us all to learn from each other. We
look forward to taking this journey and hope you will join us.
Barbara Perry, Ph.D., Cultural Anthropologist
BARBARA PERRY ASSOCIATES
John Winsor, President
RADAR COMMUNICATIONS
4:30
Conference Adjourns
the trenches of the everyday, deciphering the code of
cultures, products, and people, and there is nothing
we love more. Visit us at www.ethnographicresearch.com.
Enjoy Your Stay at the Hyatt Pier 66
in Ft. Lauderdale
Hyatt Regency Pier Sixty-Six is an award-winning Four
Star, Four Diamond landmark resort located in the
heart of Fort Lauderdale. The resort is a 22-acre
tropical paradise featuring a 142-slip world class
marina, Spa LXVI, a luxurious health and beauty spa,
the Grande Oaks Golf Club, and a full service Aquatic
Center. Hyatt Regency Pier Sixty-Six boasts 380
spacious newly renovated guest rooms and suites, six
restaurants and lounges featuring everything from an
incredible view atop the 17th story revolving Pier Top
Lounge to waterfront dining at the award-winning
California Café.
Are You Trying to Reach Our Audience. . .
Let IIR Help
IIR conferences offer a premier opportunity for you to
meet with your target market, senior-level executives
you won’t meet at other trade events!
• Generate Qualified Leads
• Create One-to-One Relationships
• Increase Brand Awareness in the market
• Network with key corporate Decision-Makers
The Consumer Insight Series,
created by the Institute for
International Research (IIR) is
designed for marketers who are
responsible for predicting,
analyzing and understanding consumer behavior.
Utilizing disciplines such as trend forecasting,
anthropology, sociology, psychology and other
alternative market research methodologies, the
series provides real-world professional education for
marketers who are looking for deeper solutions to
the complexities of consumer motivation. For more
information and other value-added features, visit our
website at www.consumerinsightseries.com.
The Institute for International Research
(IIR), the world’s largest business
conference organization, has offices in
36 major cities around the globe
including New York, London, Paris, Frankfurt, Milan,
Stockholm, Amsterdam, Hong Kong and Sydney.
IIR’s conferences address the areas of finance,
marketing, insurance, pharmaceutical,
manufacturing and information technology.
The Marketing Institute, a division of IIR, was
established in 1989 for leading marketing executives
as a result of continuous changes and demands in
business. We provide the most progressive
educational marketing forums by the leading
practitioners, consultants and academicians.
Worldwide contacts enable us to provide an
These professionals are looking for answers.
They need your products and solutions!
To learn more about how we can help you position
your company as a leader please contact us today!
Sponsorship and Exhibits: Dina Zeffiro at 212.661.3500
ext. 3035 or at dzeffiro@iirusa.com
To Register Call 888.670.8200 Fax 941.365.2507 Email register@iirusa.com Web www.consumerinsightseries.com
REGISTRATION FORM
Ethnographic/Observational Market Research
Institute for International Research
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Please register the following attendee(s) for the “Ethnographic/Observational
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M1477
Consumer Insight Series™
Consumer Insight Series™
Institute for International Research
Consumer Insight Series™
Consumer Insight Series™
February 4-5, 2002
Consumer Insight Series™
Hyatt Pier 66
Consumer Insight Series™
Ft. Lauderdale, FL
Consumer Insight Series™
Consumer Insight Series™
Ethnographic/Observational
Market Research:
Consumer Insight Series™
Consumer Insight Series™
Consumer Insight Series™
Consumer Insight Series™
Consumer Insight Series™
Consumer Insight Series™
Consumer Insight Series™
Translate Qualitative Data & Insights into Actionable Strategies
Consumer Insight Series™
Consumer Insight Series™
Who Should Attend:
Consumer Insight Series™
Senior Level Executives Involved in:
To Register
Call 888.670.8200
Fax 941.365.2507
Email register@iirusa.com
Web www.consumerinsightseries.com
Market Research
Ethnography
Consumer & Market Insights
Research & Development
Consumer Understanding
Innovation
Consumer Insight Series™
New Product Consumer
Development
Insight Series™
Strategic Planning
Consumer Insight Series™
Trend Analysis
Consumer Insight Series™
Cultural and Organizational
Consumer Insight Series™
Anthropology
Consumer Insight Series™
Consumer Insight Series™