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DAY 2: OPENING SESSION 25 August 2022

The insights that lead to Bluey: Meet Michael Carrington - delivering human centred content.

DAY 2: Morning Breakout Session 1: RESEARCH DESIGN 25 August 2022

The Elephant in the Room

Every buyer and supplier survey conducted globally in recent years asks us to nominate the issues our industry faces. The results always include references to falling response rates. As an industry we are asking consumers and customers more questions more often. Everyone from the local restaurant to the car dealership, the bank and online store wants to know how satisfied we are and would we recommend them to a friend. The phrase over-fishing is an understatement. Falling response rates continue to be the Elephant in the Room. Whilst owning your own Community is an attractive proposition, community member response rates have also declined. This presentation will reveal how we addressed the issue of falling response rates and provide some guidance for others. The Human Engagement model harnesses three simple principles and by treating people as Humans rather than Consumers they are more inclined to participate.

Size Isn't Everything

To keep up with the speed and complexity of marketing today, we need to adopt a new mindset and agile ways for conducting research that provides marketers with more information than they have had before, and with smaller budgets. To inform a discussion around the power of agile research, we conducted a meta-analysis of projects and compared results at varying levels of sample sizes to explore the question¶can small data be just as valuable as big data? When does this most apply? In which situations might we be able to avoid the default inflated sample sizes common in our industry today? Our paper looked at over 100 studies completed by Painted Dog Research - across a mix of industries (finance, health, retail, consumer products, resources, insurance, etc.) and a mix of common marketing questions (satisfaction, brand health, market sizing, concept testing and community consultation). With the findings of this paper, Painted Dog Research hopes to share some evidence that challenges current thinking and supports the research industryís move towards being more agile - in a world where big data is becoming king, small data could more often be a better fit.

Online Qual: a Covid necessary band-aid, or the new way?

The rapid introduction of social distancing measures and restrictions on gatherings and travel to reduce the spread of Covid since early 2020 has resulted in significant behaviour change across the community both mandated and voluntary. Key among this is the acceleration of the adoption of technology for previously face to face tasks. There is no doubt video conferencing platforms were a godsend as we all scrambled to stay in business while staying safe and doing our bit to ëflatten the curveí, but have online groups and depths run their course or are they the future of human insights? Will we maintain this now common practice or will we or should we revert to how things were pre-pandemic, when face-to-face engagement for groups and depths was unassailable? The pandemic has provided us with a once-in-a-lifetime opportunity to reimagine and reshape how we engage, work, live. It has enabled us to consider new, more efficient, holistic and sustainable behaviours. And so, we invite all our colleagues interested in the future of human insights to join in our debate to determine how we shape our practice for the populations we represent and the clients who engage us to solve the problems they task us to solve.

DAY 2: Morning Breakout Session 2: PREDICTING BEHAVIOUR 25 August 2022

Using behavioural science insights to tackle global commercial and social problems: solving for the undertreatment of osteoporosis

All human insights – and all commercial opportunities – have a behavioural foundation. Commercial behavioural science teaches us how to diagnose the underlying cognitive, affective, contextual, social and systematic drivers and barriers that underpin our insights, and subsequently our customer and commercial opportunities. We can then use those insights and apply them to develop creative intervention solutions that deliver positive outcomes for human beings. This session will take you through an introduction to behavioural science and how it’s applied. We'll show you a real-life case-study where behavioural science was used to find a solution to a $3.8 billion social problem – underdiagnosis and undertreatment of osteoporosis. Find out how we applied behavioural insights to raise public awareness of the dangers of this silent disease - and convince women to get tested.

Financial Uncertainty's Impact on Consumer Behaviour

The government and media are painting a rosy picture of our economy by quoting imaginary statistics on unemployment, underemployment, and the job market. Although commendable to live in the world of Peter Pan and the tooth fairy, people still need to put bread on the table, pay off mortgages and live to see another day, which is getting harder. Our financial data indicate that Australians have changed their thinking with respect to spending and the increase in online purchasing activity has polarised the way that consumers spend. We now have two horizontally opposed cohorts, one where consumers are oblivious to the impending economic upheaval that we will inevitably face, and the other where consumers are financially disadvantaged or afraid that they will be. Although both cohorts may seem like nothing new, they nonetheless display characteristics previously unseen in Australia. As a result, both marketing and marketing research need to utilise new approaches when predicting consumer behaviour into the future in order to account for the fears and uncertainties that abound across local and global economies. Our paper and presentation will demonstrate consumer behavioral changes in the three principal categories of car purchases, personal computers, and mobile phones.

What's the biggest driver? Why it's not just size that matters in driver analysis but what you do with it.

Driver analysis is a critical tool that helps organisation prioritise their investment. However, driver analysis is one of the most thrown around terms in market research. It implies some level of analytical sophistication which would warrant confidence in the output, and yet there is no agreement on what is and what is not a driver analysis. And no matter how the driver analysis was conceived, there is little understanding of how to interpret the outputs other than to look for the biggest number. The truth is most driver analysis conducted in our industry is misunderstood at best and misleading at worst. And software automating driver analysis is likely to make this worse. We will share our philosophy on driver models, discuss pitfalls to be wary of when developing and interpreting driver outputs and how you can use complimentary analytical techniques to uncover deeper insights from the driver model to inform business strategy. This presentation is equally for the client-side insights leader and the practitioner.

DAY 2: Morning Breakout Session 4: FUTURE TECH 25 August 2022

Discussion Panel: Possibilities and Pitfalls in emergent tech

Join an in the round discussion around the exciting upcoming possibilities that emerging tech could bring, but what are the pitfalls? What are the ethics? Where is the safety? Be a part of the discussion.


What on Earth is Crypto, NFTs, Blockchain, Why should researchers care about it?

What is Bitcoin, Blockchain, Web3, Ethereum? The considerations for researchers are vast. What is the purchasing and investing 'psyche' behind crypto? How Bitcoin, Blockchain & Tokenisation is transforming industries (such as banking, cross border payments, cash settlements etc) There are 10,000+ Cryptocurrencies what do they all do? Current and Future Crypto Trends (Metaverse, NFT's, De-Fi, Crypto, Web3, headwinds like CX/UX, Regulation, Education) Where are we In the adoption cycle, where it this all going, and why you should be paying attention right now How will it impact individual businesses, challenges & opportunities, impact the customer of tomorrow. How the Metaverse is impacting online business space & when should researchers consider using this as an incentive? There will be a new stream of blockchain researchers coming through.

DAY 2: Afternoon Breakout Session 1: SOCIAL INCLUSION 25 August 2022

Loneliness in Australia is more than a state of mind

Loneliness is a growing health issue in Australia. All of us are vulnerable to experiencing loneliness, this issue has been particularly prevalent due to the global pandemic. Yet Australia does not have an appropriate tool to identify people who are at risk of loneliness. The aim of this project is to validate a measure of loneliness in Australian adults, understand the distribution of loneliness across the Australian population, and examine the relationship between loneliness and other variables like a sense of belonging, or mental health.

Fire safety and multicultural communities: potentially saving lives through research

There has been a long history of catastrophic wildfires in Victoria. The 2019/20 season was notable for its intensity. The population of Victoria has become increasingly diverse in recent decades and, as of the 2016 Census, 26% of residents did not speak English at home and 4.5% described their ability to speak English as ënot wellí or ënot at allí. The Department of Justice and Community Safety (DJCS) commissioned The LOTE Agency (LOTE) to conduct an analysis including key informant interviews and a secondary source analysis. The results were used to determine the speakers of languages that are most at risk from being unable to understand communication and warning messages about wildfires. This project involved potentially life-saving research relating to Victoria\'s culturally and linguistically diverse (CALD) communities and highlighted the importance of not taking a one-size-fits-all approach to communication. The research showed that CALD communities were at considerable risk from fire based on their current knowledge level. Roger Larkins will share insights around this risk and the life-saving potential of the research. These insights informed the DJCSís fire safety campaign and that can be drawn upon in the future, to protect all Victorians from the dangers of wildfires.

Power like you've never seen

The social challenge Gender parity in Australia is on the decline, the statistics shine a bright light: Australia is currently ranked 50 in the World Economic Forumís 2021 Global Gender Gap Index , Women work fewer hours for less pay and complete 48.7 hours of unpaid work a week compared with 27.8 hours for men. Australiaís women in federal parliament ranking is 57th out of 200 countries (women make up 38% of members) . What needs to be done Until women reach gender parity in political representation the broader gender disparity in society will continue. Our client Women For Election was founded with the ambition to create gender parity at all levels of Government in Australia, and the belief that Government is an instrument to improve community. How we solved this A unique collaboration between creative agency BMF, communications agency Sefiani, and research agency Fiftyfive5 was formed. Driven by a passion to support Women for Election, a multi-channel campaign was developed centred around Fiftyfive5ís research, which found that 63% of Australians want to see more women in politics and 69% believe greater diversity in politics would lead to better outcomes for all Australians. The team used the insights from the research to promote this shared frustration with all Australians and highlight the pathway out - by enabling and empowering more women to enter political roles so that Australian society will benefit. This conference presentation will share the collaboration and insights from the research, creative and communications teams to support evidence-based advocacy for Women for Election. Women for Electionís work to promote confidence, skills and ultimately encourage more Australian women continues for the betterment of society.

DAY 2: Afternoon Breakout Session 2: APPLYING RESEARCH 25 August 2022

What a disaster! Attitudes and behaviours that inform how we prepare for, manage during and recover from a disaster

Bushfires, floods, cyclones, drought, a pandemic ñ it's a lot. Australia has been through a lot over the past few years. And the impact is significant. It's taken its toll and it is within this context that much of our research has taken place. It's also within this context that many organisations, government and community, are continuing to seek engagement from their communities. In fact, many are looking to leverage what they know about how people think and behave in the face of these impacts and in preparation for possibly more of the same in the future. Given the magnitude and extent of recent events, there is a critical need to have insights into attitudes and behaviours to help inform communications and engagement strategies that aim to increase the community's preparation for, management during and recovery from a disaster. Whereto Research has conducted a wide range of research programs with Australians who live in or have experienced a disaster in the past few years. There are a range of factors relevant to researching in a disaster-rich environment and also some key findings identified through research in this area that make communication difficult in difficult times.

Financial Wellbeing: Unravelling what truly matters to everyday employees

Our presentation will show how QSuper has worked closely with IPSOS to build a strong picture of employees of Queensland Government departments and their financial wellbeing. As research clients, we will highlight the steps we took to create the program and importantly build excitement about the research, promoting the insights available to create the largest-reaching launch for our wellbeing research to date. We will also speak about how we used the insights internally with stakeholders to drive insights to action, including: - Creating various research-based collateral such as tailored presentations, vox pop videos, references guides and a highlights report - Shaping our education program, the channels and technology we invest in to deliver these services, and understanding where we can dial up direct-to-member support or leverage other partnerships to support members.

Finding a Little WIGGLE Room: Helping Uber Eats deliver an award-winning campaign

We've all been there; the client & agency love a creative idea & embark on some pre-testing 'just to tweak it up'. The only problem: consumers hate the creative. This is the story of how we embraced the idea that great minds don't all think alike' to turn an ‘ugly duckling' creative into a highly impactful, award-winning campaign. Building on a successful brand platform, the Uber Eats "Tonight I'll Be Eating" campaign needed a refresh. By talking to sharing occasions, the strategy was to showcase the role Uber Eats can play for families and households. We needed an engaging but educational creative platform that highlighted this shift to drive new occasions. In our presentation, we'll discuss our framework for evaluating creative ideas so that no matter the outcome, there's a clear and robust perspective on activating comms strategy. Joined by Uber Eats Head of Brand Strategy, Ally Doube, we'll highlight the keys to testing great comms, how to get buy in from partners & how to use pre-testing to empower, rather than stifle, creativity.

DAY 2: Afternoon Breakout Session 3: DESIGN THINKING 25 August 2022

How much human potential has been lost by Australia due to COVID?

COVID-19 had a huge impact on all parts of Australia - but what is the impact on our individual and collective human potential? Has COVID slowed us down, or have we lost something permanently? Is there a risk that some parts of our lives won't just reconnect and restart - and should we even want that old paradigm to restart? On the flipside, could COVID create opportunities for what we achieve and experience in the long run? As we come off the sense of 'being paused' and pick up our lives, we explore the extent to which expectations of what we can achieve as individuals and as a society have been impacted. While we don't have a crystal ball, starting a conversation about realistic expectations now might guide us back towards a prosperous and equitable society. This paper draws on qualitative and quantitative research to consider the extent to which COVID is a 'pause' or a 'discontinuity' in our community. It uses tracking data and new exploratory questions in the ongoing COVID-19 Recovery Tracker survey, the 2022 edition of an annual Human Potential Survey with pre-and-post COVID data, and qualitative insights from sectors including education, employment and high performance sport.

Insights driving a Start Up culture

In the new digital age of marketing, culture & the consumer where many people are chasing data and trying to make sense of it, we have unlocked a way of working and harnessing insight that is innovative, infinitely agile and engages teams to work with an entrepreneurial verve and spirit. Where insights form the hub around learning, development, prototyping and cultural alignment. It is an example of the future of insights because our project engages people in new ways, quickly, demanding responsiveness, collaboration and with a commerciality rarely seen.

Taming wicked problems with systems thinking to redesign everything.

The explosion of design thinking in Australia has been welcomed but after decades of agile the major challenges remain unchanged. Business, government and society has largely shrugged off the impact of any nudges: the design is still very much as it was. Strategically the reason is Australia's failure to adopt systems thinking. The Australian public service promoted systems thinking as best practice public policy to deal with wicked problems in 2012: this lonely report is no longer in print. The OECD states 'Systems thinking is the bridge that brings design thinking into organisations'. Put another way, design thinking without systems thinking is lipstick on a pig. Wicked problems are unsolvable but can be transformed. Taming wicked problems requires an element of behaviour change - so design thinking is crucial - but unless the solution is designed as part of a complex system then future generations will live in the solution to yesterday's problems (climate change, Covid pandemic). Or the solution will fail and create more problems (cane toads anyone?). Pollinate will present the results of a number of studies that apply systems thinking and demonstrate how systems thinking untangles the problem and identifies solutions that transform the underlying causes of the problem so that the system no longer creates the problem in the first place. The outcomes in terms of integrated marketing, communications, behaviour change and process improvements will be presented and discussed, relevant to all researchers whether in the public policy or consumer behaviour sectors, across qual and quant.

DAY 2: Afternoon Breakout Session 4: PIONEERING WOMEN IN TECH 25 August 2022

AI: friend or foe?

How can you create, manage, and optimize an insights program that gives you the feedback you need to drive growth and innovation , without losing time and energy to manual work? The answer: leverage the power and promise of AI. In Yabble’s presentation for the Research Society’s 2022 Human Insights Conference, we’ll address the “Future of Human Insights” category through a dive into the key concerns around AI, as well as a rundown of its benefits and how AI-powered tools like Hey Yabble are transforming the research and insights industry. Yabble Founder and CEO Kathryn Topp , an award-winning researcher with more than 20 years of experience in data and insights , will lead the presentation, featuring insights gleaned from survey data collected from 200 research specialists in Australia and the US, alongside multiple case studies demonstrating how Yabble customers have seen significant time and cost savings and unlocked revolutionary business insights with Hey Yabble. One case study in particular will discuss how AI has saved a customer 200,000 hours and enabled comment summarisation down to store level.


DAY 2: CLOSING SESSION 25 August 2022