Mumbai welcomes and awards Tom De Ruyck

Our Head of Research Communities Tom De Ruyck is currently travelling around the world with his new presentation ‘The Consumer Consulting Board’ and this week, he’s making a stopover in India. Mumbai is the place to be today and tomorrow, since Tom is presenting there twice. This afternoon, an exclusive ESOMAR member event is taking place, which coincides with heated debates around enhancing the effectiveness of research panel communities in India.
There’s a need to be in constant touch with consumers, a need for an always-on research. And that’s where Tom’s speech comes in. He’s going to bring his story of ‘the Consumer Consulting Board’ to stress the importance of structural collaboration with your consumers i.e. being in dialogue with your consumers in a community 24/7.
Then tonight, Tom’s heading off to the Market Research Event 2012, which celebrates research’s ability to drive innovation, inspire change and deliver results. And we’re very proud to say that Tom will be there for the award ceremony – presented by the CMO Council USA & the CMO Council Asia – to receive the leadership award for Contribution to Market Research. And finally tomorrow, Tom will be a keynote at the World Brand Congress, where he will present his ‘Consumer Consulting Board’ for a second time. If you want to know more about his journey, check out his posts on Twitter!

You might also be interested in

The insight community toolbox: ‘do’ activities

We all know that what people say, does not always correspond with what they actually do. This phenomenon is also referred to as the ‘say-do gap’ and is especially visible in topics where people are prone to maintain a positive image by giving socially desirable responses. This often explains deviating election-poll results, or why stats are off for sensitive topics such as racism, substance use, smoking, or bankruptcies. Wanting to understand human behavior, it is thus not enough to focus on what people ‘think’ and ‘feel’; what they ‘do’ is another vital part of the research mix.

The insight community toolbox: ‘feel’ activities

Neuroscientists have found that if the brain’s emotions network is damaged, people would lose their ability not only to laugh or cry, but also to make decisions. Likewise, when making a decision, one does not say ‘What do I think about this’, but rather ‘How do I feel about this’. Clearly, emotions are key drivers of decision making.
This strong impact of emotions on behavior also has implications for marketing research, where ‘feel’ activities should be an integral part of the research mix.

The insight community toolbox: ‘think’ activities

For a long time, the dominant belief among philosophers, scientists and economists was that humans – and their decision making – are driven predominantly by ratio, and this was no different in marketing research. While we now understand that human behavior is complex and requires a multi-dimensional approach, ‘think’ activities are still an important part of the research mix – they allow to grasp the perceptions, opinions and attitudes people can easily express.