EXCLUSIVE  Mark Jones of Lastminute.com talks about evolving their B2B offering to allow partner brands to take advantage of their infrastructure and content relationships. Flemming Ostergaard talks about how it took LEGO’s worsening financial performance to wake them up to the importance of directly connecting with kids through ethnography. And Michael Spang talks about the challenges involved in regionalising the Kodak global corporate website to make it more relevant and useful

 STARRING 

• Mark Jones, MD, Lastminute.com
• Flemming Ostergaard, Director Global Innovation & Marketing, LEGO
• Michael Spang, Eastman Kodak

Recorded live at the Euro MR Event 2006

TIMELINE [18m05s]
00m00s Intro.

1. Mark Jones (Lastminute.com).
00m30s Evolving a B2B strategy.
02m32s Not licensing the lastminute.com brand.
02m45s Types of research conducted.
03m23s Experimentation, innovation and dynamic packaging.
03m58s Evolution of the lastminute.com brand.
04m49s Key challenges over the next year.
05m09s Segmentation.
05m45s Building a strong brand with universal appeal.
06m33s Brand evaluation metrics.
07m11s Impact of being bought by Sabre.
07m56s Personalisation initiatives: current and future.
08m26s Web 2.0 initiatives.

Notable Mentions
B2B.
B2C.
Branding.
Brent Hoberman.
Demographics.
Dynamic packaging.
Early adopters.
Iberia.
Kuoni.
Martha Lane Fox.
Prototyping.
RSS.
Sabre.
Segmentation.
Tesco.
Thomas Cook.
Travelocity.com
User generated content.
Web 2.0.

2. Flemming Ostergaard (LEGO).
08m54s Using ethnography to really understand kids.
10m30s The impact on LEGO’s product innovation.
11m29s Building on ethnography.
12m08s Any epiphanies?

Notable Mentions
Ethnography.
Mindstorm.
Privacy.

3. Michael Spang (Kodak).
13m17s Improving the kodak.com web experience.
14m44s Deciding on which regions to survey.
15m33s Regionalising a global gateway.
16m17s Importance of the website.

Notable Mentions
China.
Corporate image.
Digital photography.
Web usability.

Music Theatrimus from the PMN

Series:EMRE06 Series:Events

 EXCLUSIVE  We like showcasing excellence. So why, you ask, does Anne Kirah deserve this accolade? Because she keeps things simple, she keeps it real. And while that may sound like a cliche, it’s what few clientside researchers do. Yet Anne has managed it at Microsoft. She and her team have got engineers thinking about the people who use their products. One team has even named part of their office Howard’s Corner as a legacy to an octogenarian man who forced them to design products and services for everyday folks and not just the tech savvy. Listen on, it’s inspirational and, as Vinny Jones would say, it’s emotional

 STARRING 

• Anne Kirah, Acting Dean, 180 Academy, formerly Lead Design Anthropologist, Microsoft

Recorded live at the Euro MR Event 2006

TIMELINE [18m38s]
00m00s Intro.
01m18s 180 academy – the genesis of a school that teaches radical innovation.
02m35s Reasons for leaving Microsoft.
03m17s Spreading innovation by communicating in the same ‘language’.
05m32s The importance of design in changing lives.

Microsoft
06m38s Products should be meaningful, relevant, desirable, useful – do Microsoft products pass this test?
07m26s Howard’s Corner – using everyday, ordinary people to create really useful products.
09m40s It’s all about people, not users.
10m33s Shifting Microsoft from tech to people focus.
11m35s The true art of anthropology and ethnography.
13m34s How Anne and her team drove change at Microsoft.
14m43s Should companies employ board-level consumer champions?
15m51s Does Ray Ozzie’s arrival as Chief Software Architect herald a new era of humanity at Microsoft?
16m28s Anne’s legacy at Microsoft: just think people, remember Howard’s Corner.

Other
16m49s Being picky with her new clients.

Notable Mentions
Anthropology.
Bang & Olufsen.
Bill Gates.
Denmark.
Design.
Ethnography.
Innovation.
Lego.
Microsoft.
MSN.
Nokia.
Novo Nordisk.
Ray Ozzie.

Music Theatrimus from the PMN

Series:MarketingTalk
Series:EMRE06 Series:Events

 EXCLUSIVE  A special in which four specialists cover some hot topics in media and advertising. Nick Mawditt tells us how business cable channel CNBC Europe is successfully adjusting to the new media landscape with the aim of becoming “media neutral”. Philip Preston and Paul Flatters see a bright future for local newspapers despite dangerous declines in national newspaper circulation. And Sarah Pearson reveals an ethnographic study that pours cold water on the notion that PVR (personal video recorder) users skip advertising – say what?

 STARRING 

• Nick Mawditt, Director of Research, CNBC Europe
• Philip Preston, Director of Marketing, Archant Norfolk
• Paul Flatters, Chief Executive, Future Foundation
• Sarah Pearson, ACB

Recorded live at the Euro MR Event 2006

TIMELINE [22m16s]
00m00s Intro.

1. Nick Mawditt (CNBC Europe).
00m54s The value of engagement to media firms.
01m54s CNBC’s key competitors.
02m09s Encouraging audience participation.
03m09s Key performance metrics.
03m44s The growth of branded content.
06m41s Lessons learnt from new media (blogs, podcasts).
07m22s Future challenges: media neutral integrity; becoming truly global.
09m09s How important is breaking news?
10m10s Offering exclusive content online.

Notable Mentions
9/11.
BBC.
Blogging.
Bloomberg.
CNN.
Customer satisfaction.
EMS Survey.
FT.
FT.com.
Geoff Cutmore.
Hewlett Packard.
HSBC.
IBM.
Media fragmentation.
Podcasting.
Shell.
Squawk Box.
Transparency.
Worldwide Exchange.

2. Philip Preston (Archant Norfolk), Paul Flatters (Future Foundation).
10m55s Identifying changes in media comsumption.
12m37s The changing role of newspapers over the next ten years.
14m30s Gannett’s crowdsourcing consumer-generated content initiative.
15m05s The shift to free newspapers.

Notable Mentions
BBC.
CGM.
Craigslist.
Manchester Evening News.
Metro.
Norwich.
Podcasts.

3. Sarah Pearson (ACB).
16m22s Do PVR users skip through TV advertising?
18m30s Study sponsors and their degree of independence.
19m29s Isn’t ad-skipping inevitable?

Notable Mentions
Advertising.
Channel 4.
Ethnography.
Five (TV).
Initiative Media.
ITV.
Ofcom.
On demand TV.
Prof. Patrick Barwise.
Time shifting.
TiVo.

Music Theatrimus from the PMN

Series:MarketingTalk Series:AdTalk
Series:EMRE06 Series:Events

We all know about the surging economies in India and China and how they stand to become the largest within decades. But in this conversation with the passionate and authoritative Prof. Richard Scase, we hear how this and other global issues such as climate change and energy shortages, will affect everyone in both a personal and professional capacity. It’s not a pretty picture, but then again we need leading forcasters like Richard to get us all to act before it’s too late

 STARRING 

• Prof. Richard Scase, Academic, Entrepreneur, and Author, Global Remix

Recorded live at the Euro MR Event 2006

TIMELINE [15m19s]
00m00s Intro.
00m45s The seismic shifts in the global economy.
02m37s China and India will soon become the main global spenders.
03m30s What should companies be doing?
04m47s Global demographic shifts.
05m12s China and India as centres for research and entrepreneurship.
07m31s The implications of global shifts on the person in the street.
09m33s “Energy prices will treble in the next 5-10 years”.
10m05s Are China and India responding to the challenge of climate change?
10m59s How should governments respond?
12m14s Will we solve the issue of energy shortage before oil and gas run out?
13m42s Richard’s background.

Notable Mentions
Capital Radio.
China.
Energy shortages.
Global warming.
IBM.
India.
Inflation.
Kyoto Protocol.
Microsoft.
Nelson Croom.
Novartis.
P&G.
Unilever.
USA.

Music Theatrimus from the PMN

Series:MarketingTalk
Series:EMRE06 Series:Events

In this, the first preview podcast for the upcoming European MR Event in London, John Kearon of BrainJuicer and his roundtable of marketing and business thought-leaders discuss the future of research.

 STARRING 

• Ed Keller, The Keller Fay Group, and co-author, The Influentials
• Prof. Patrick Barwise, LBS, and co-author, Simply Better
• Peter Fisk, The Foundation, and author, Marketing Genius
• John Kearon, Chief Juicer, BrainJuicer (Host)

Learn more about European Market Research Event in London

THANKS
A huge thanks to John Kearon, his roundtable guests, and to Stefanie McGowan and her team at IIR Conferences for their help in producing these podcasts.

TIMELINE [29m59s]
00m00s Introduction.
01m51s The increasing importance of word of mouth (Ed Keller).
04m21s Combining insight and imagination for marketing effectiveness (Peter Fisk).
07m08s Customers value excellence on the basics (Patrick Barwise).
10m52s The close link between WoM and brand perceptions.
12m33s The role of imagination in marketing.
13m48s The state of market research.
24m21s Elevating the importance of research.
27m15s The perfect MR agency.

NOTABLE MENTIONS
Altavista.
Apple.
British Airways.
Ethnography.
Gfk NOP.
Google.
IKEA.
P&G.
ResearchNow.
Shell.
Social networking.
Starbucks.
Tesco.
Toyota.
Tremor panels.
Word of mouth.

QUOTES
“Most word of mouth – our research suggests 90% – takes place face-to-face.” (Ed Keller).

“Word of mouth is twice as important to consumers today as it was 20 years ago.” (Ed Keller).

“Averages are the worst thing that market research can deliver because no one is average.” (Peter Fisk).

“60% of market research remains unused.” (Peter Fisk).

“If you look closely at the real evidence on consumer behaviour … people very rarely choose a brand because it offers something which none of the other brands offer … people choose the brand they think [best delivers] the category benefit.” (Patrick Barwise).

“Google is not a pioneer, it’s a ’simply better’ company.” (Patrick Barwise).

“If you do the boring things very well then you make a lot of money.” (Patrick Barwise).

“The board of Tesco still spends one week every year on the shop floor … in order to know what’s going on at the duck level.” (Patrick Barwise).

“Research departments in themselves are a distraction for organisations. If we abolished research departments then in some ways we’d be better off.” (Peter Fisk).

Music Theatrimus from the PMN

Series:Events Series:EMRE Series:EMRE06