TMAG - IPR

Minutes of the 49th meeting of the Technology Market Analysis Group (TMAG)
The forty-ninth meeting of TMAG was hosted by Adobe at their corporate headquarters in San
Jose, California on August 22-23, 2012. The theme of the meeting was MI Operating Models
and Processes: Best Practices.
TMAG members attending the meeting included:
Abbey Bowman, ABBYY USA
Yvette Abatecola, Adobe
Meira Chefitz, Adobe
Ryan Dietzen, Adobe
Karen Draper, Adobe
Deanna Graham, Adobe
Jane Hext, Adobe
Kathryn Lewark, Adobe
Julie Heiser, Adobe
Julie McEntee, Adobe
Teri Mortola, Adobe
Susan Walker, Adobe
David Welch, Adobe
Claiborne Brown, Adobe
Balazs Korom, Adobe
Nick Lyon, Adobe
Daya Nadamuni, Adobe
Isil Clark, Agilent
Margot Topp, Agilent
Jim Slevin, AMD
Pras Chaudhuri, ArcInsight
Alan Lee, Autodesk
Ashley Martin, Autodesk
Jessica Raedler, Autodesk
Lena Redko, Autodesk
Yvonne Shu, Autodesk
Stephen Heffernan, CareFusion
Jocelyn Ochinang, CareFusion
Daniela Bayer, Cisco
Mary Ellen Bercik, Cisco
Jane Chou, Cisco
Engeli Gagni, Cisco
Nolan Kuan, Cisco
Theresa Kushner, Cisco
Shawn Reeves, Cisco
Madhu Subramanian, Cisco
Martin Lee, CSC
Vibhooti Juneja, CyberSource
Doug Schwegman, CyberSource
Jack Lamey, Epson
Parm Uppal, ex-Xilinx
Jimmy Gonzales, HP
Sanjeev Madan, HP
Matt Miller, HP
Demian Straka, HP
Jose Tormo, HP
Paul Logue, HP
Kevin Mann, IBM
Lisa Sammon, Intel
Stoyan Radov, Intel
Brent Johnson, IPR
Jeff Young, IPR
Gerard Cote, Level 3 Communications
Regina Ramos, NetApp
Yuki Hoashi, Nokia
Lee Hirsch, NVIDIA
Shveta Saggar, NVIDIA
Inga Vailionis, Omnicell
Kathy Jarvis, PARC (Xerox)
Alex Jukl, Seagate
Alexis Jacobson, Seagate
Jeff Coldani, Symantec
Heli Erickson, Symantec
Mei Yick, Symantec
Chip Gale, Synopsys
Matteo Recagni, Synopsys
Alex Petrilli, TiVo
Joanne McKinney, Visa

TMAG 49 Hosted by Adobe in San Jose, California August 22-23, 2012
The following participants signed up for remote access:
Paul Teich, ex-AMD
Robin Yarmovsky, ex-Sun
Seyi Mclelland, FICO
Catherine Sheldon, HP
Anna James, National Instruments
Dolly Goulart, Qualcomm
Jessica Sneed, Synopsys
Rebecca Burr, Xilinx
Outside speakers making presentations during the meeting and their guests included:
Shari Morwood, Ideas to Go
Adam Hansen, Ideas to Go
Andy Blackburn, Cisco
Peter Meyers, Stand & Deliver
Wednesday, August 22
Marcia Pizzo, Stand & Deliver
Lucas Meyers, Stand & Deliver
Rob Beaedeker, Stand & Deliver
Robert Moran, Brunswick Group
David Welch of Adobe welcomed attendees to TMAG 49 with some opening remarks, in which he
shared some TMAG history through his personal experiences with the group. He was followed by
Jeff Young of IPR, who introduced the day’s first speakers, Shari Morwood and Adam Hansen of
Ideas to Go. Shari and Adam’s presentation was entitled “From Creative Chaos to Strategic
Momentum: The Secret to New Ideas that Win in the Marketplace”. During their session, they led
attendees through a series of interactive exercises to illustrate techniques for assumption busting;
nurturing new ideas, and extracting value from the absurd.
After a short break, TMAG members introduced themselves to the group. As part of the
introductions, members were asked to share one of the most unusual things they have done in their
lives. TMAG attendees have engaged in a variety of noteworthy activities – one member spoke of
having a gun pulled on his head by someone who didn’t like the music he was playing; other
interesting experiences included participating in the opening and closing ceremonies for the 1984
Summer Olympics; working at a crocodile farm; almost killing Julia Child; and attending a launch
party at the Playboy Mansion.
Following the member introductions, Engeli Gagni of Cisco introduced the day’s next speaker, Andy
Blackburn of Cisco. Andy’s presentation was entitled “Marketing by the Numbers: Cisco’s
Knowledge-Based Approach”. During his session, Andy outlined the structure and engagement
model for Cisco’s Strategic Marketing Organization; he provided examples of market opportunity
planning engagements and described the process by which his team helps Cisco optimize its
marketing mix and exploit growth opportunities.
Following lunch, the afternoon’s first speaker was Peter Meyers of Stand & Deliver. He was
introduced by Theresa Kushner of Cisco. Peter’s presentation was entitled “High Performance
Communication”. During his session, he focused on the three elements that provide the foundation
for effective communications: Content, Delivery and State. In support of effective content, he
shared a blueprint for planning effective communications, and a roadmap for structuring the
associated message. He discussed the importance of congruence between body, voice and eyes in

TMAG 49 Hosted by Adobe in San Jose, California August 22-23, 2012
the delivery of a message, and the role of physiology, beliefs and the “mind’s eye” in contributing to
the state of the presenter. He illustrated his points through a variety of interactive exercises.
Note: Stand & Deliver is holding a two-day "open" program in San Francisco on October 6-7 that
will be based on the core principles that Peter Meyers introduced during his session. If you are
interested, you can find out more at Speak to Inspire.
After a short break, the afternoon’s next speaker was Robert Moran of Brunswick Group; his session
was entitled “The Futures of Market Research”. He was introduced by Kevin Mann of IBM. Robert
outlined forces that are disrupting commerce – and will eventually impact market research; the
mega-trends that are shaping the future of the market research industry; a potential evolutionary
path for market research; and a variety of potential future scenarios that may result, along with
some current illustrative examples. He left the group with three questions to ponder: (1) How will
“Big Knowledge” evolve in order to harness “Big Data”; (2) Where are crowds wise and where are
they stupid; and (3) What are the limits to trend extrapolation in a time of rapid, discontinuous
change?
Wednesday’s program ended with the group’s first “speed dating” session, which was led by Ryan
Dietzen of Adobe. This session was focused on MI Outputs, and featured brief presentations by
representatives from TMAG member firms. Ryan and Julie Heiser of Adobe spoke on “Innovative
Outputs” and shared examples of output from Adobe’s MarketSight program and delivery of
research results via tablet; Steve Heffernan of CareFusion spoke on the Central Research Question
as the “Pathway to Focused Outputs”; Jessica Raedler of Autodesk spoke on how her team presents
output, how it promotes its output, and how it measures success; and Jack Lamey of Epson
demonstrated an example of innovative presentation of market research results, utilizing an Excelbased
simulator and a war gaming exercise, which he led the group through.
After the meeting concluded for the day, attendees adjourned to Il Fornaio in San Jose, where IPR
hosted the group at a relaxing and convivial reception and dinner on Wednesday evening.
Thursday, August 23
Shari Morwood and Adam Hansen returned to the group to lead off day two with an interactive
exercise that built on the examples they shared the previous day. They surveyed the group on their
perspectives from the previous day’s session; elaborated on some of the key points; and wrapped
up with some suggestions for applying the lessons learned during their session in the face of the
day-to-day challenges we all face in our jobs and our lives. Shari and Adam invited the TMAG
membership to contribute to the discussion on ways of making time for innovation, by visiting their
blog at www.ideastogo.com/blog-time-for-innovation.
Jeff Young followed with a discussion of TMAG Business. He thanked our hosts at Adobe – and
particularly Susan Walker – for their generous hospitality and the great experience we all had at
TMAG 49. He then recognized the TMAG Agenda Committee – Jim Slevin of AMD, Jimmy Gonzales
of HP, Ryan Dietzen of Adobe, Kevin Mann of IBM, and Theresa Kushner of Cisco – for their
contributions to a very successful meeting. Jeff also thanked the TMAG Recruiting Committee -

TMAG 49 Hosted by Adobe in San Jose, California August 22-23, 2012
Mary Ellen Bercik of Cisco, Robin Yarmovsky ex-Sun, Gerard Cote and Brad Crysel of Level 3
Communications, Susan Walker of Adobe, Jim Slevin of AMD, Regina Ramos of NetApp, and Brent
Johnson or IPR for their efforts which have helped to grow our membership to more than 330
people and have produced the great turnout we have seen at our past couple of meetings. He gave
a brief status overview of the prospective TMAG Europe group, and Kevin Mann shared an overview
of a potential TMAG Bangalore group. Kevin asked U.S. TMAG members to encourage their India
counterparts to participate in the group – anyone who is interested can contact Rakesh Kumar of
IBM at rakeshd.kumar@in.ibm.com. Jim Slevin then shared an update on the Silicon Valley chapter
of SCIP, which next meets on September 12 from 6:00-8:00 PM at Silicon Valley Bank. The title of
the meeting is “Suffering Strategy! What We Don’t Know Hurts Us and What We Do Know Hurts
Us”. For more information, go to SCIP Silicon Valley.
Jeff then announced that Cisco has graciously offered to host the landmark TMAG 50 meeting in
March 2013. Theresa Kushner indicated that she would investigate the use of Cisco’s TelePresence
to augment the remote participation experience – including among prospective TMAG Europe and
Bangalore members. The group considered three potential agenda themes:
1. Competitive intelligence: How much and what do you need to know about your competitors? What’s the
best way to research competitors? What can they find out about you in the process? This topic might be
focused on a particular function – such as sales, product development, or M+A:
a. Privacy/security issues? Especially given new methods of research, laws, EU issues and tracking
(Theresa)
b. Leveraging win/loss analysis, best practices (Inga)
c. Finding information on companies that aren’t public or when you don’t have a known competitor
(Claiborne) or when the competitor is also a “fellow traveler” or partner (Inga)
d. Reading disruptive market conditions and their effects on your business (Mary Ellen)
e. Drilling down on CI to gather qualitative information on the customer experience
f. Co-opetition (Theresa)
g. Strategic threats (Kevin) and opportunities (Pras) such as Amazon entering the cloud, Intel
investing in cable
h. Go-to-market analysis (Sean), competition among channel partners
i. Case study: how is CI packaged, how does it filter up to decision making (Steve)? War game
exercises?
j. How are competitors segmented (Matteo)?
k. How to differentiate along business models, not just by product (Chip)
l. How are CI efforts organized internally? How to gather CI from internal sources and share it?
(Yvonne)
2. MI in new/difficult markets and with hard-to-recruit respondents:
a. International markets (Theresa); particularly emerging markets (Pras); data analytics (Regina) and
data quality (Pras) in emerging markets
b. Emerging technology markets
c. Use of mobile technologies to conduct research
d. The “long tail” problem (Doug); what about the other “20” in an 80/20 view of the world (Kevin,
Jimmy)? P+G has changed course on emerging markets (Theresa, Chip); would be good to hear
from other industries (Mary Ellen). Emerging markets are not simply “mini” mature markets
(Kevin)
e. ROI on emerging markets (Claiborne)
f. Finding the right countries to go to (Chip); innovation taking place within emerging/Africa
markets (Stoyan); emerging market-specific products (Theresa)

TMAG 49 Hosted by Adobe in San Jose, California August 22-23, 2012
g. How to manage MI functions within these markets (Theresa); would like to see case studies of
difficult markets (Mary Ellen); we tend to take for granted the infrastructure that exists in mature
markets
h. Identifying and collaborating with secondary research vendors in emerging markets (Madhu)
i. Research on younger people, the services market (Mary Ellen)
3. Alternate ways of doing market research and/or acquiring customer information, i.e. what is new in Market
Intelligence, Customer Data, Analytics, etc.
a. Cascade Insight’s use of social media (Sean) to learn about competitors, partners
b. Crowdsourcing (Chip): where/when it works and where/when it doesn’t
c. Neurofocus (Pras) and neuro-research; Innerscope; ethics and privacy rights (Mary Ellen)
d. Advertising Research Foundation study on neuro-research (Robert Moran)
e. Evaluation of new/old techniques (Shveta); an objective look at this. Does it really work (Matteo)?
f. Psychographic-type / subconscious methods (Jimmy); ethics and privacy rights (Mary Ellen,
Daniela)
g. Case studies of harvesting sales tools (Kevin)
h. Changing roles, trends in incentives (Jack)
i. Data and social media augmentation—e.g., resume mining for competitive insights (Theresa) and
Twitter feeds (Pras)
j. Quick quantitative research; demise of panel integrity; how to fight “let’s just do it on Facebook”
(Teri)
k. Measure budget trends / benchmarking (Inga)
l. Other industries
In successive rounds of voting, the group first eliminated topic #2 and then topic #1. Topic #3 –
tentatively dubbed “All that is New in MI” will be the theme of TMAG 50. Daniela Bayer of Cisco,
Chip Gale of Synopsys, Teri Mortola of Adobe, Stoyan Radov of Intel, and Jessica Raedler of
Autodesk volunteered to participate in the Agenda Committee.
Kevin Mann then presented a proposal for a TMAG-based training/certification program and led a
brainstorming session to discuss ideas related to this proposal. Several TMAG members indicated
that they would be interested in supporting the development of this program; others who are
interested should contact Kevin at jkmann@us.ibm.com.
After a short break, Demian Straka of HP presented a TMAG War Story, entitled “Five Strategies for
Better Syndicated Research Contracts”. During his session, he advocated that those responsible for
managing syndicated research (a) ride tandem; (b) use the internet; (c) isolate trouble and give
special attention; (d) develop an “idea” person or team; and (e) measure usage.
Kevin Mann then led the meeting’s second “speed dating” session, on MI Staffing and Outputs.
During this session, Lee Hirsch of NVIDIA shared on overview of his team’s key MI responsibilities,
with focus on a best practice – proactive communications and insight sharing. Inga Vailionis of
Omnicell spoke on “The Quest for Insight”, which focuses on the search for differences, exceptions,
anomalies, contradictions and paradoxes. David Welch of Adobe outlined the structure of his
market intelligence organization and the key practice areas it is focused upon. Jim Slevin of AMD
outlined the operating model of his organization, and described how he rationalized analytics
responsibilities relative to other groups within AMD. He also provided an overview of his team’s
deliverables and the service level agreement that supports these.

TMAG 49 Hosted by Adobe in San Jose, California August 22-23, 2012
TMAG 49 concluded with small group discussions over lunch. Members were offered a choice of
five discussion topics, and were asked to rank them according to their level of interest. Three
discussion topics attracted a critical mass of interest:
Forecasting: What are the forecast drivers you have found to be most relevant and meaningful to
ensure an accurate forecast? What forecast methodologies have proven most effective for you?
Do you utilize megatrend analysis, scenario planning, and/or early warning systems? How do you
forecast market size/potential for new/emerging product categories? Attendees who signed up for
this discussion included Jim Slevin, Mary Ellen Bercik, Jocelyn Ochinang, Julie McEntee, Lee Hirsch,
Madhu Subramanian, Regina Ramos, Parm Uppal, Shveta Saggar, Matteo Recagni, Gerard Cote,
Doug Schwegman, Robert Moran, and Jeff Young.
Smartphone Study: Brent Johnson discussed more of the details behind the methodology and the
results behind the smartphone study results that IPR shared with the group prior to the meeting, as
well as considerations that need to be addressed when translating survey results into expectations
of buyer behavior. Attendees who signed up for this discussion included Joanne McKinney, Jack
Lamey, Jane Hext, Matt Miller, Pras Chaudhuri, and Brent Johnson.
Knowledge Management: Do TMAG member companies follow a systematic approach to
knowledge management? What types of information are their knowledge management systems
designed to share? What are the key deliverables to the organization? What are the most
significant shortcomings inherent in their current implementations? Attendees who signed up for
this discussion included Yuki Hoashi, Chip Gale, Martin Lee, Ryan Dietzen, Jessica Raedler, Theresa
Kushner, Jimmy Gonzales, Steve Heffernan, Inga Vailionis, and Ashley Martin.
Kudos and thanks to Susan Walker and her team at Adobe for hosting such a successful meeting!