--- title: "Technology as an Enabler of Better Research (MRMW Summary #1)" description: A brief overview of the topics and themes that arose from the first day of MRMW EU 2019. Summarised under the umbrella of technology as an enabler, presentations covered automation, voice, blockchain, neuroscience and more. image: https://blog.flexmr.net/hubfs/Marketing_Files/Blogs/Headers/19-06%20MRMW%20Summary.jpg --- close ## Ready to level up your insights? Get ready to streamline, scale and supercharge your research. Fill out this form to request a demo of the InsightHub platform and discover the difference insights empowerment can make. A member of our team will reach out within two working days. close ## Cost effective insights that scale Quality insight doesn't need to cost the earth. Our flexible approach helps you make the most of research budgets and build an agile solution that works for you. Fill out this form to request a call back from our team to explore our pricing options. 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[Listen Now](https://resources.flexmr.net/mrx-lab-podcast) - ### Featured Stories - [Specsavers Informs Key Marketing Decisions with InsightHub](https://resources.flexmr.net/specsavers) - [The Coventry Panel Helps Maintain Award Winning CX](https://resources.flexmr.net/coventry-building-society) - [Isagenix Customer Community Steers New Product Launch](https://resources.flexmr.net/isa-insights) - [Curo Engage Residents with InsightHub Community](https://resources.flexmr.net/curo) - [Research Methods](https://blog.flexmr.net/topic/research-methods) / - [Strategic Thinking](https://blog.flexmr.net/topic/strategic-thinking) / - [Practical Application](https://blog.flexmr.net/topic/practical-application) / 9 MIN READ ## Technology as an Enabler of Better Research (MRMW Summary #1) #### Chris Martin # [Workshops and Beacons: A Guide to Building Custome...](https://blog.flexmr.net/workshops-beacons-customer-salience) Most organisations are not short of data, insight or decks.Their biggest challenge is not whether cu... [Read more](https://blog.flexmr.net/workshops-beacons-customer-salience) 9 MIN READ #### Ed Hill - [Events (1)](https://blog.flexmr.net/topic/events) - [Insights Empowerment (38)](https://blog.flexmr.net/topic/insights-empowerment) - [Practical Application (178)](https://blog.flexmr.net/topic/practical-application) - [Research Methods (285)](https://blog.flexmr.net/topic/research-methods) - [Strategic Thinking (232)](https://blog.flexmr.net/topic/strategic-thinking) - [Survey Templates (7)](https://blog.flexmr.net/topic/survey-templates) - [Tech & Trends (397)](https://blog.flexmr.net/topic/tech-trends) *This is the first part of my MRMW EU 2019 summary. You can read my Day 2 summary [here](https://blog.flexmr.net/mrmw-technology-facilitator), or my deep dive into FlexMR CEO Paul Hudson’s session on the role of Developers and Researchers in shaping research experiences [here](https://blog.flexmr.net/mrmw-technology-developers).* As I sit down to reflect on the first day of my first MRMW event – the [2019 European Conference](https://eu.mrmw.net) – I find myself at a surprising loss to condense the day down into a single, or even small set of, themes. Perhaps that’s because there was such a breadth and diversity of content; a mix of challenges, debates, case studies and real world impact. As Baileigh Allen of [ZigZag Research](https://www.zigzagresearch.com/) highlighted in the closing remarks, there were a grand total of 22 speakers on stage over the course of the day. I think, if I were to attempt squeezing as much as possible into a single theme; the overriding message of the day was around how technology enables better research and better marketing. And what a display of technology there was on show. From Wifi analytics to implicit association testing, crowdsourcing to automation. The conference schedule certainly served as a reminder of just how broad the insights industry is. ### Segmentation and Knowledge Management The day opened strong as Chuck Hwang of [Proctor and Gamble](https://us.pg.com/) presented a fascinating case study that demonstrated the mantra of ‘eyes on the consumer, hands on the keyboard’. The presentation talked through a project local to Amsterdam which drove feedback and development of an innovative diaper recycling initiative. | ![Tweet from FlexMR](https://www.flexmr.net/images/webpage-images/45-tweet-this-from-flexmr.png) | ***Tweet This*** | | --- | --- | | [Eyes on the consumer, hands on the keyboard. A useful mantra for describing the relationship between consumers, brands and researchers from P&G.](https://ctt.ac/r9kRN) | | Chuck was closely followed by Noelle Gall of [Johnson and Johnson](https://www.jnj.com/) who – with the help of real-world examples – challenged the audience to consider how a joint effort between behavioural and demographic data provides the best approach to segmentation. I particularly enjoyed the three-step approach that considers ‘who’ the segment are last, asking how and why they exhibit particular behaviours first. Next up, [E.On](https://www.eonenergy.com/) and [Market Logic](https://www.marketlogicsoftware.com) presented a fantastic case study on how the utilities firm is marketing their insight department and empowering business units to make the most out of the firm’s existing pool of data. I was especially pleased to see an almost brutally honest, uncut approach to showing customer feedback that drives action (as well as an incredible demonstration on how to run a successful knowledge management platform). ### Market Research Trends After the first break of the day, Stefan Boom from [Dynata](https://www.dynata.com) examined two current market research trends – automation and voice. In this session, it was interesting to note the distinction between the two and how while automation (which was mentioned frequently throughout the day) seems to be relatively well adopted by the insights industry, voice is still an emerging technology. While there was expressed hesitation as to whether it will become a long term trend or die a short term fad – the experiments, nonetheless, look pretty cool. In the most unique presentation of Day 1, Clara Westman of [Bonava](https://www.bonava.com/), discussed how the construction firm are building happy neighbourhoods by first of all defining a happiness index, and then building on a hierarchical structure of cornerstones. Clara also touched on how AI and automation tools are helping the firm model hundreds of potential neighbourhood designs to quantify extremely complex building decisions. And before lunch we were treated to a view of the research industry’s #10YearChallenge as presented by [Vodafone Ziggo](https://www.vodafoneziggo.nl/) and [Borderless Access](https://www.borderlessaccess.com/). Key themes that emerged included the explosion of customer touchpoints & data sources, changing channels (but not underlying behaviours) and integration between data sources. A fun note to end on was the thought of how the industry will change over another 10 years – and whether we’ll even recognise it. ### Experimentation and Emerging Methodologies Following lunch, I really enjoyed the variety of new and innovative research methodologies that were discussed. The first was bought to us by Greg Morris of [Formula One](https://www.formula1.com/), who talked about how WiFi analytics and anonymised tracking data of consumers in a physical location is providing the brand with valuable data that is already driving decisions. [Beyond Reason](http://www.beyondreason.eu/) and [Strategir](https://www.strategir.com/) next presented a view on how implicit association testing and neuroscience are helping brands make choices about brand alignment and consumer perception. One particularly scary statistic from this presentation was that the human brain makes implicit evaluations in 300 – 1,500 milliseconds, calling into question how much we control our subconscious and how much it controls us. | ![Tweet from FlexMR](https://www.flexmr.net/images/webpage-images/45-tweet-this-from-flexmr.png) | ***Tweet This*** | | --- | --- | | [The human brain makes implicit evaluations in anywhere between 300 - 1,500 milliseconds, calling into question how much we are in control of our own decisions.](https://ctt.ac/rPw77) | | Directly following this, [Heineken](https://www.heineken.co.uk) and [Veylinx](https://veylinx.com/) introduced the audience to a unique model of assessing purchase intent by using concept tests run with a Vickrey auction methodology, linked to consumers bank accounts in order to bridge the gap between intent and behaviour (which can reportedly by nearly 600%). Before the final break, Fastuna and Sperbank returned to one of the recurring themes of the day – automation – and how the brand is using it in order to simplify complex research in the context of a global transformation programme. ### UX, Trendspotting, Blockchain and Crowdsourcing The final set of sessions covered a broad range of topics that bridge market research and technology. Helene van den Dries and Kaia Crowe from [WeTransfer](https://wetransfer.com/) introduced a robust debate on whether UX will kill market research. Spoiler alert: the conclusion was a resounding no. However, the duo did make a sound case for the two disciplines to better integrate and work together. (Also, whoever designed these slides did an astounding job; they were the most visually impactful I’ve seen in a long time). Next, John Miranda of [Intel](https://www.intel.co.uk/) walked the audience through a great example of how the brand use signals to identify emerging trends and a combination of experts & crowdsourcing to narrow down trends into the most important. My favourite aspect of this presentation was John’s slide mapping trends against momentum and intensity as a measure of the most important. The conference continued on, next with Julien Pahud from [Eli Lilly](https://www.lilly.com/) providing an excellent introduction to blockchain in market research – and how the two tensions of marketing (improving the past and scouting the future) will likely lead to new opportunities in this field. The first day then closed with Guy White of [Catalyx](http://thecatalyx.com/) describing the benefits and uses of crowdsourcing in the insights industry, alongside an impactful case study of crowdsourcing in action. ### Closing Thoughts For me, what MRMW EU 2019 has highlighted above anything else is that the research and insights landscape is more diverse, nuanced and innovative than we often remember. While a number of the ideas and case studies presented will take years to reach a level of mass adoption (if they ever do), it is by this token of experimentation and constantly pushing the boundaries that keeps insight departments relevant and propelling growth. There’s no doubt insight professionals are being asked to do more with less, but we’re fortunate to have the technology and innovative spirit to embrace that challenge and continue improving the craft; paving the way for even more exciting opportunities in the future. [![New call-to-action](https://no-cache.hubspot.com/cta/default/1682149/a07b9b9f-fee9-447c-a050-1e3fa9d77f53.png)](https://cta-redirect.hubspot.com/cta/redirect/1682149/a07b9b9f-fee9-447c-a050-1e3fa9d77f53) #### About FlexMR We are The Insights Empowerment Company. We help research, product and marketing teams drive informed decisions with efficient, scalable & impactful insight. #### About Chris Martin Chris is an experienced executive and marketing strategist in the insight and technology sectors. He also hosts our MRX Lab podcast. #### Stay up to date ## You might also like... ![Blog Featured Image Header](https://blog.flexmr.net/hubfs/Marketing_Files/Blogs/Headers/ways_build_customer_salience_focus_groups.png) ### [5 Ways to Using Focus Groups to Bol...](https://blog.flexmr.net/focus-group-customer-salience) In today’s complex business environment, customer-centricity is no longer a competitive advantage, it’s a baseline expectation. 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[Continue reading](https://blog.flexmr.net/qualitative-research-methods-customer-centricity) 8 MIN READ ![Blog Featured Image Header](https://blog.flexmr.net/hubfs/Marketing_Files/Blogs/Headers/10_common_questions_about_insighthub.png) ### [10 Common Questions About InsightHu...](https://blog.flexmr.net/10-common-questions-about-insighthub) With a suite of impactful integrated data collection, analysis and activation tools, FlexMR’s InsightHub platform is used by many insight teams and experts for impactful insight generation and activat... 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