Luncheon: From Mega to Nano: Managing Consumer Research Transformation

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Dr. Satya Menon
Millward Brown
Senior Vice President, Analytics & Innovation

From Mega to Nano:
Managing Consumer Research Transformation

February 18th, 2014
Noon - 1:30 PM
The East Bank Club
500 N. Kingsbury, Chicago 60610

Abstract:

Today’s research challenges and opportunities are calling into question the traditional survey instrument and traditional online research platform. The ubiquity of mobile phones is creating opportunities to present short sets of survey items to respondents. A focus on a 360 view of consumer behavior has identified touchpoints at which presenting even one survey question could bring valuable new brand or advertising insights. Together with increasing costs and declining data quality issues, research companies are looking to innovate on new ways to approach survey design and analyses.

In this new research paradigm, the one to one relationship between a “survey” and an “interview” has been deconstructed such that a respondent is presented with only a short set of questions or even a single question. The survey instrument itself often contains more items, but only a small portion is “served” to a respondent in any one session. In this presentation, we provide guidance to help advertisers design research and determine how to best use nano, micro, and short interview modules. We also apply different statistical solutions to fuse data from small portions of surveys to provide advertisers with evidence-based guidance.

Business issue or marketing dilemma: How can I use short mobile or online surveys to gather information similar to what I am currently getting from long or mega surveys? Can information from shorter interview modules be matched or fused and if so, how robust are the results?

Speaker biography:

Satya Menon leads the Marketing Accountability area and Analytic Innovations for Millward Brown North America. Satya has a unique background that spans 20+ years of quantitative market research, consulting and academic research and teaching at top business schools in the US. She has substantial expertise in assessing marketing effectiveness, long-term and short-term ROI of advertising, and in formulating effective brand strategy based upon quantitative data analyses.

Prior to joining Millward Brown, Satya held faculty positions at the business schools of University of Chicago and University of Illinois, Chicago. Her academic research investigating several aspects of consumer behavior and decision-making has been published in top journals such as the Journal of Consumer Research, Journal of Advertising, Journal of Retailing and Journal of Interactive Marketing.

Satya received a Ph. D in Marketing from the Wharton School, University of Pennsylvania.

Lunch is $30 for CCASA members, $35 for non-members, and $10 for CCASA student members (discounted rates subsidized by the Lucile Derrick Fund). Non-members, join the chapter for a year for only $15 and get the discount plus all of the other benefits of membership!

Reduced fee parking available at EBC with validation.

Please register for the luncheon by Friday, February 14, 2014.