I think it only fitting that in honour of Australia Day, we take a moment to look at 2010’s top 10 most trusted brands.

How are brands related to Australia Day? Well, when Brand Asset Consulting released the results for the top 10 most trusted brands as rated by Australians, 9 of those 10 were overseas brands.

And 9 of those 10 most trusted brands were also technology brands.

BUT! The number 10 most trusted brand, was bizarrely and brilliantly, VEGEMITE!

Gotta love that. And yes, I know it’s now officially a Kraft brand, but I think that still counts.

What is it about Vegemite that has it up here with these other brands? It’s clearly a very different brand in terms of a product, so is this indicative of Australian’s nostalgia for the past? Particularly in the light of all things new and techy?

While immersing ourselves thoroughly in technology, social media and the internet, does Vegemite keep us grounded?

Or perhaps what it is saying is that we are now so comfortable with technology and it’s providers that it has become as entrenched in our day to day lives as a slice of Vegemite toast for breakfast?

Definitely food for thought. ;)

So to my fellow lovers of all things Vegemitey, I salute you. And here’s hoping that more Aussie brands make it into next years top 10 list!

Here is the full list of Brand Asset Consulting’s top 10 most trusted brands:

1. Google (search engine)
2. Microsoft
3. Google (portal)
4. Microsoft (office)
5. Nokia
6. Sony
7. Apple
8. eBay
9. Apple iPhone
10. Vegemite

Copy of my presentation from Merlien conference in Berlin, MobileMR 2010: Market Research in the Mobile World

Mobile is an inherent part of our lives today and it’s important for researchers to grasp how this medium can help us improve our research outcomes.  That’s why, last month I attended the Merlien Institute conference MobileMR 2010: Market Research in the Mobile World conference in Berlin.

Some interesting examples of how it can enhance our research were presented including:

• Steve August and Ian Ralph showed how using mobiles for diary studies results in far more frequently and timely responses
• Siamick Salari, founder of Everyday Lives, spoke about using mobiles to collect and tag on the go multi-media ethnographic information
• Julie Gade gave a great case study using mobiles to get children/teenagers to share via photos what they eat.  We know asking questions doesn’t always tell us what we need to know, and when it comes to teenagers – mobile is what they know.  Furthermore, letting them have a role in storytelling can be a powerful tool.  As Julie said, mobile reduces the gap between what people say and do.

But as Steve August from Revelation kindly reminded us mobile is a technology not a methodology; it’s just a medium for gathering information in a different way, which has its strengths and weaknesses, like all others.

During the conference there was lots of discussion on how to get people to participate in research using mobile phones.  But to me, the same rules apply no matter what medium you use:

• make it interesting
• make it relevant
• make it easy and simple

And when it comes to motivating them we need to:

• Make it about them and their lives
• Share the results and let them see the results of others
• Not underestimate the importance of the social aspect

Ultimately, if you are considering including mobile as a medium for data collection you need to ensure there is a benefit for the participant (be it easier, interesting, social or just fun).

As a man I’ve been told that I am unable to simultaneously undertake a number of tasks at the same time. This is the domain of the female, who thanks to some clever wiring in the brain, which men do not possess, is able to have 3 conversations, shop, text, check email and read the latest copy of Women’s Health all at the same time. OK, maybe that is a little over the top, or is it?

Technology these days allows us the freedom and the ability to undertake tasks simultaneously. Ever since mobile phones were released, it was not enough for us just to make a phone call. We’ve always wanted more. From giving us the ability to text and take a grainy picture while playing a game of ‘Snake’ through to today’s smartphones which allow us to do so much more at the one time. Take the recently released Windows Phone for instance. The home screen alone allows you to see your calls, emails, text messages, social network updates, photos and even more all at the same time. Think about the level of information available to you and this is even before you look up and take in your actual physical surrounds.

The question then stands, with all this information coming at us at once, how much of it are we actually taking in? Can we actually soak up everything we are bombarded with?

In the work place, studies have found that this information overload is a serious issue, with a study of 1,700 people by LexisNexis indicating that 49% of respondents couldn’t deal with the amount of information that they were being presented with each day. This is work related information of course but then put on top a personal life and the need to be connected with this each day, makes this statistic a little frightening.

With the seemingly unending pursuit of having our lives at our fingertips added to the responsibilities that we have in the workplace, something has got to give. Of the 49% studied by LexisNexis, 51% of them said that they were on the verge of giving up. Not a good sign.

Given that the ability to connect with the outside world is likely to continue increasing in complexity as time goes by, I think it is time that us males learn how to multi task better!

Author’s Note: Whilst writing this blog, I was not on Facebook, texting or reading Women’s Health.

The online tax push by Gerry Harvey (Harvey Norman), and other large Australian retailers such as Myer, David Jones, Target, House, Borders is receiving incredible (and ongoing) backlash from angry consumers. What the retailers are proposing, is for either the local GST to be scrapped on goods sold for less than $1000, or for a similar duty to be applied to goods bought from overseas online sites.

This tax push reveals two key points – the retailers’ lack of understanding of their customers, and their lack of understanding of the power of social media.

The ordinary people on the street (aka the customers) are flocking to Twitter, Facebook and YouTube to express their anger and disgust over the retailers’ proposition. In fact, the retailers’ public push for this online tax appears to have opened a can of worms. While many people are now saying they will no longer buy from these stores (particularly Harvey Norman), it has also provided consumers the chance to air ALL their grievances to do with the big retailers.

Media reports that the retailers are stunned by the reaction from consumers, which is interesting as we all know shoppers love getting a ‘bargain’. And they love the convenience of shopping online. Combine the two and it’s a heady mix. Trying to take this away from them is like taking a lollipop from a child. It’s never going to end well.

Before the advent of social media sites such as Twitter, Facebook, YouTube etc (that allow everyone a say) this proposed online tax would probably have gotten off the ground without a peep to be heard from disgruntled consumers.

However, social media has changed all this, as borne out by the reactions to this proposed campaign.

Following the public outcry, a recent media release from Gerry Harvey reveals he is stepping away from the campaign, saying it was ‘suicidal’ to have been involved. The backlash to him personally and his chain of franchises, Harvey Norman, has been too strong.

The irony in all this is that retailers source cheap goods and labour from overseas (and consumers are aware of this), but do not want consumers to be able to do the same.

A lesson in amongst this entire fracas is that companies need to create sustainable and mutually respectful relationships with their customers.

In the meantime, the retailers have alerted the public as a whole to the advantages of online shopping with overseas companies – wide range, big savings. Welcome to the 21st century!

The polls below tell the story.
Source: Sydney Morning Herald 7 Jan 2011

Entering into the new decade, technology is reshaping our working habits and driving us to think innovatively about the office in the 21st century. Whilst most offices in Australia may still be operating on a 20th century mindset, the coming years will see an increase in teleworking opportunities in businesses worldwide.

Factors driving the shift:

Flexibility

Deskwork no longer needs to be limited to a static place, space and time – allowing for a larger degree of flexibility and work/life balance. Working remotely cuts down commuting time, and for some, saves hours of sitting in traffic. Analysts predict that as Gen Y forms the majority of the workforce, greater value will be placed on a flexible working week.

Expense

Businesses seeking a competitive edge may begin to reduce the overheads of operating a traditional office. Technology that allows immediate connectivity facilitates a virtual office, relieving the costs of running a building space.

Environment

With an emphasis on a sustainable future, the 21st Century office will be a resource efficient working environment. Through decreasing the carbon emissions of work related travel, and adopting online methods of creating and sharing material – the environmental impact of our working activities is expected to be reduced.

Whilst employers may be apprehensive about staff slacking off, technology is in place to monitor employees remotely (random screen grabs, tabs on key strokes and mouse clicks). The ‘21st Century Office’ aims to achieve greater productivity, whilst creating a more sustainable infrastructure. Thinking ahead to the next decade, where will your office be?