Live from #TMRE13 Keynote: The Pragmatic Brain

Stereotyping is a natural human tendency. Brands are stereotypes. When you think of Disney, what comes to mind? Nike? BMW?

Brand stereotypes create reality. For example, Coors - cold activated cans, Rocky Mountains in the background, frosted bottles. You've seen all the commercials. They create the idea in your mind that Coors' beer is actually colder and more refreshing than other brands. They are tapping into your unconscious and making you believe it.

Stereotypes resist change, but CAN change. In research studies, most people won't change their minds, even after contact itself. Those ideas are so deeply embedded in their minds, that actual proof which negates it, doesn't affect them. However, a few of those who came in contact, actually did change. In order to change your brand's stereotype, you must first make small, significant changes to tap into your consumer's unconscious.

The interactions must feel cooperative. If consumers feel you have the same ideals/goals they do, you will see positive change. For example - Guiness. Not a beer you normally associate with sports. If you saw a commercial of a bunch of guys sitting around watching sports, eating chips and drinking Guiness, nobody would believe it. In this commercial, they associate themselves with loyalty, friendship and having the same values you do, which sets the context for their desired change.

You must drive change with the right type of contact - it must feel authentic. Stereotypes are part of who we are. Find out how people see themselves and how they see your brand. You will then be able to align the two and position your brand the way YOU want people to see it.

Bottom line for market research professionals. Think of your brand as a stereotype and strive to understand the full stereotype. Then you will be able to affect change.

Where Have All The Good Ideas Gone? #TMRE13

Steve Landis and Andy Smith spoke about opportunities to help grow your business in Where Have All The Good Ideas Gone? In this rapidly changing world of consumers, there are more products and options available than ever before. So, how does a company make it in this cut-throat market?

Change your ways. The changing marketplace is forcing companies to change their way of measuring success. It's not longer acceptable for survival to be the main goal. Your main focus MUST be growth - growth = success.

Traditional measures don't link to growth. Old ideas that may have worked before, are no longer relevant in this day and age. What makes a good idea? Those that will grow your business, not those that will just boost sales. Ones that may seem crazy at first, but will benefit your company in the long run.

Learning My "ABCs"

I never truly understood the meaning of “going from 0 to 60“ until I got to know April. That phrase is now the definition of my life every day, every week - and I'm loving every second of it!

This summer, April hired me as her Chief Wrangler, which is just a really awesome way of saying office/project manager. I was thrilled to be putting some of my strongest skills to work - I excel in organization, planning and keeping everyone calm, all in a super fast-paced environment. On top of that, we were working out of April's home. It's always an adventure when you are sharing an office with 2 dogs and a toddler running around. It was never a dull moment.

Although we all enjoyed our afternoon breaks to play with April's adorable little girl, the three of us were growing busier by the minute. In August, we decided to get a space of our own - a really cool, loft-style space in the West End with wood floors, exposed brick and a great view of the city. As an added bonus, we are in the same building as one of our long-time clients!

My first few months have been full of training, researching, assisting on projects and keeping track of ever-changing schedules. April, Mayuri and I are always on the go, while trying to coordinate our schedules and keep communication lines clear and open. Work days have been more on the longer side lately, which isn't so bad when your company promotes Friday afternoon fiestas! We always try to keep things fun and interesting!

Despite all the madness, there are some really exciting things happening in our company with some great opportunities ahead of us this fall. I can't wait to see where we are in the next few months and to help our company grow. I've had to do some adjusting on my part, since I've never had as much responsibility as I do now. However, I feel truly blessed to be a part of such a unique and talented group.

The next few months are sure to be a wild ride. Keep tuning into our blog and you will hear all about the exciting upcoming months and the everyday happenings in a small, yet extraordinary/dynamic company.