MRMW NA 2019 Conference Series – Niklas Anzinger - Dalia Research

Welcome to the MRMW NA 2019 Conference Series. Recorded live in Cincinnati, this series is bringing interviews straight to you from exhibitors and speakers at this year’s event. In this interview, host Jamin Brazil interviews Niklas Anzinger, Commercial Lead of Strategic Insights at Dalia Research. Contact Niklas Online: LinkedIn [email protected] Dalia Research [00:00] Niklas Anzinger, Dalia Research – fantastic presentation he gave at MRMW.  This piece is super interesting to me because he talks about the importance of companies brands connecting at a niche level, or even more specific to an individual.  The better they can understand the customer, what resonates with them at the individual level, the higher that content is tailored, not in a creepy way, but the higher that content is touching the needs that I have and my emotional strings, the better it is going to be able to deliver on its brand promise.   And Dalia has a really interesting, both as a private market research firm, the supportive systems around it and also the proprietary mobile technology that enables this type of individualized research at scale. Hope you enjoy. [00:54]   My guest today is Niklas.  Niklas, pronounce your last name again for me please.   [00:59]   Anzinger. [01:00]   Happy Market Research Podcast.  You’re with Dalia Research. Thanks for being on the show. [01:05]   Thanks for having me. [01:06] We’re live at MRMW today.  This is the first day. When do you speak? [01:12] I spoke. [01:13]    You spoke already.   [01:13] Yeah, I spoke already. [01:14]   How did that go? [01:15] It went really good.  So, you always know by the number of questions that people ask, also by the quality of questions that people ask.  And we had a lot of people coming over to the booth right after. I gave a similar talk one-and-a-half years ago, and there I got very little feedback.  So, I’m hoping that shows that I’ve improved. [01:33] Yeah, for sure.  Tell us about your presentation.             [01:36] So, I was talking about a method to achieve precision for research results at scale.  So, we’re using (and I’m talking mostly above quantitative research) traditional methods such as quota sampling to estimate, for example, the brand perception.  And I gave the example of Heineken that had a marketing campaign that was supposed to reach millennials, and it didn’t go really well. This is not satisfying for researchers.  So, we wanted to know how can we achieve what we want with the campaign. And I’m talking how a new statistical method called MRP is helping to measure much more precisely and what people think of a brand over time.      [02:26] So, give me a specific example, like a project that is a highlight for you.