March 15, 2015

Food Aerobics

Food Face Animation Debuts in Cologne, Germany

Food Aerobics

Food Face Animation Debuts in Cologne, Germany

An animation created by Ideopia and motion studio AlloyFX debuted at the Anuga FoodTec tradeshow in Cologne, Germany. The animated video puts the moves on Avure’s food face campaign, which has run in industry publications since December.

The theme of this year’s show is “resource efficiency,” which makes it a perfect match for Avure’s high pressure processing (HPP) equipment. HPP helps the environment by not using chemicals and dramatically extending the shelf life of fresh foods, juices, meats, and yummy Ideopia tested and approved guacamole and salsa.

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THE NEW REALITY

Virtual Reality Bonds Brands to Customers

THE NEW REALITY

Virtual Reality Bonds Brands to Customers

Imagine you’re a homebuilder selling a new development that won’t be move-in-ready for a year.

With virtual reality goggles, prospective buyers could tour homes before they’re built. Gawk at the decorator blinds and vaulted ceilings, and even smell the oak hardwood. All without ever stepping foot in the home.

Virtual reality devices like Oculus Rift, while still in their infancy, have brands salivating over the possibilities.

The North Face’s new campaign turns cozy retail stores into Yosemite National Park. Fans of HBO’s “Game of Thrones” can scale the show’s 700-foot wall of ice by strapping on a pair of goggles.

Lexus even lets folks test drive cars without putting the pedal to the metal. “The idea was to get our fans involved with the brand have a deeper relationship with it and be connected in a super-fun way,” said Will Nicklas, a Lexus marketing manager.

Virtual reality is no passing fad. Tech companies and brands are shelling out billions to bring a mind-blowing, real experience to consumers. Whether you sell homes, run a healthcare system or operate a restaurant chain, VR might just be the tool you need to immerse consumers in a way no other platform can.

Considering a VR campaign? Check out AdWeek’s 15 rules to starting a virtual reality campaign, which include setting realistic timelines (double estimates, then add a week), and employing on-hand “guides” to prevent accidents and motion sickness. But whatever you do, have fun with it – maybe even scare the hell out of a few people.

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Researchy

Watch for Signs of Dangerous Market Research

Researchy

Watch for Signs of Dangerous Market Research

When conducted by qualified professionals, properly executed and reported market research is a great tool. But, unfortunately, a lot of research is pure bunk. And that’s seriously dangerous. Especially if the results will inform a major decision. If you want to learn about your staff’s favorite snacks, by all means, fire up a poll on Facebook. Otherwise, keep an eye out for these pitfalls:

Management Objectives MIA. Every research project needs a management objective. It’s a clear, simple declaration of the what decisions you would like to make based on the research. Find out what features to add to a patio grill, or decide what’s most meaningful in your customer care program. Decisions may include adding or eliminating features, discontinuing the product, or modifying style. Translation: if you don’t know what you will do with the research, save your money.

Fake Focus Groups. You know a focus group is fake if you’re conducting it yourself; the focus group knows who’s sponsoring the research; or the participants don’t represent your target market. For honest feedback, hire a trained moderator and book a facility that doesn’t give away your company’s identity. A prime example is a home building client inviting realtors to lunch to elicit information about homebuyers. How accurate is that feedback when the guy “moderating” the discussion is picking up your tab? And you should be talking to homebuyers, not the people that sell to them.

The No Confidence Level. Quantitative research is meaningless unless reported with a confidence level. The confidence level is the percentage of the population that you can expect to duplicate any given result. For example, you’ve enlisted 100 male and 100 female car owners to survey paint colors. You might discover that 10% of men prefer their rides pre-rusted. Chill, it’s not a new market niche.

Without a confidence level, you might infer that 10% of men are rust aficionados. That would be ever so wrong, because the sample size is small, which leads to a very low confidence level. In general, confidence level goes up the larger the sample, and plunges when it’s smaller. Without a confidence level, your information is cooked.

Bad recruit. The usefulness of quantitative or qualitative data depends on how accurately your focus group members or survey sample represents your customers. For example, you don’t want to talk to Florida residents about snow tires. The best respondents are those that are randomly selected from the population you want to research. Not your mailing list, extended family, or former sorority sisters. Define your customer segments, and task your research company with finding a random sample of respondents. Generally, the more detailed the recruiting profile, the more expensive the recruit. But it’s worth it if you value confidence in your results.

DIY Questionnaire Design. The answers you get depend on how you ask the question. “Do you agree that Michael Jordan is the greatest basketball player ever?” [ ] Yes [ ] No. That’s a perfect example of a biased question.

It should be crafted like this. “Which, if any, of the following basketball players would you consider the greatest ever?” [ ] Michael Jordan [ ] Shaq [ ] Kobe Bryant [ ] LeBron James [ ] None of the above

You need a certain type of mojo to write and design an effective survey. There are more ways to create bias in asking questions than combinations of deli meats to put on a sandwich. Questions and answers need to be rotated. The right types of rating scales need to be used, and so on. Again, if you want serious questions answered, hire a professional.

Conducting Research to Support the Desired Result. We already showed you how to play with confidence levels to manipulate results, possibly to protect a pet project, but usually it happens at a lower level of consciousness. You and your boss hope for a certain result, and it expresses itself in a bias when you ask a question. It’s more than enough to invalidate a study.

Summary

  • Hire a competent research firm, especially if a program or people’s jobs hang in the balance.
  • Avoid DIY focus groups. They’ll tell you what you want to hear.
  • Recruit the right people.
  • Insist on confidence level reporting in your quantitative research.
  • Filter out your personal bias by removing yourself from the tactical phase of research.
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