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The Bright Future of Market Research Smartees Workshop

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This is the full slidedeck of our Smartees Workshop on 'the Bright Future of Market Research' (11 February, 2014). The main focus is on how both traditional quantitative and qualitative research can …

This is the full slidedeck of our Smartees Workshop on 'the Bright Future of Market Research' (11 February, 2014). The main focus is on how both traditional quantitative and qualitative research can be better, fresher and more contemporary by approaching participants and internal stakeholders differently.


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  • 1. The Bright Future of Market Research This is the full slidedeck of our Smartees Workshop on ‘the Bright Future of Market Research’ (11 February, 2014). The main focus is on how both traditional quantitative and qualitative research can be better, fresher and more contemporary by approaching participants and internal stakeholders differently.
  • 2. # insites # mrx
  • 3. CONVERSATION STARTERS Hi, I am ….. and I work as…… @.......... . When I think about research, I think… I am here because … My company uses research when… I prefer quant over qual because… I prefer qual over quant because…
  • 4. The bright future of market research?
  • 5. Who filled out a +5 minutes survey from another brand, service or company in the past 6 months?
  • 6. Who has already participated as a respondent in qualitative research (focusgroup or in-depth interview)
  • 7. Who ever thought: ‘who the h*ll is actually still filling out surveys?’
  • 8. Who has already done or experienced ONLINE qualitative research?
  • 9. 3 questions you’d like to be answered today.
  • 10. Program 9h00: 9h30: 9h40: 11h00: 11h15: 12h30: 13h15: 14h45: 15h00: 16h15: 16h30: Doors open Welcome & introduction Workshop part I Coffee break Workshop part II Lunch Workshop part III Coffee break Workshop part IV Wrap up and Q&A Closing reception
  • 11. Enjoy the deepdive!
  • 12. 3 types of strategic focus (Tracey & Wiersema) Operational Excellence Product Leadership Customer Intimacy
  • 13. 3 types of strategic focus (Tracey & Wiersema) Operational Excellence Product Leadership Customer Intimacy Provide customers with good, standard products at low cost Provide customers with high quality innovative products Provide customers with personalized products that exceed expectations
  • 14. 3 types of strategic focus (Tracey & Wiersema) Operational Excellence Product Leadership Customer Intimacy Provide customers with good, standard products at low cost Provide customers with high quality innovative products Provide customers with personalized products that exceed expectations
  • 15. Consumers are at the heart of our organisations
  • 16. Customers… Who are they?
  • 17. Let’s look at our customers…
  • 18. ? ? 4 things to remember about the new customer ? ?
  • 19. Consumers create content themselves…
  • 20. 57% A person from your contact list 14% A company
  • 21. Everyone is a critic/reviewer and the outcome may leverage your brand…
  • 22. ... or damage your brand
  • 23.      Perfect information Consumer-generated Trustworthy Lightning fast Fuelled by social media ? ? ?
  • 24. empowered ? ? ?
  • 25. Cultures were never so close
  • 26. Stimulation junkies. On the go, but 100% connected.
  • 27. Segmentation? Maybe contextually. Maybe.
  • 28. empowered     ? Globally in touch Hyperfast learning Raising bar of expectations Segmentation = difficult ?
  • 29. empowered cosmopolitan ? ?
  • 30. What’s YOUR perfect restaurant experience like?
  • 31. 83%
  • 32. Different Country, Different Story
  • 33. Higher purchase intention for products co-created by peers. (van Dijk, 2012)
  • 34. empowered cosmopolitan ?    Sharing feedback Walking in our shoes Concrete business outcomes
  • 35. empowered cosmopolitan smart co-creator ?
  • 36. The paradox of choice.
  • 37. @tomderuyck
  • 38. empowered cosmopolitan smart co-creator     Rational overload Emotional heuristics Herd behaviour Emotional sharing
  • 39. empowered cosmopolitan emotional smart co-creator
  • 40. ? ? 4 things to remember about the new customer ? ?
  • 41. empowered cosmopolitan emotional smart co-creator
  • 42. It’s the media, stupid!
  • 43. What’s the impact on companies?
  • 44. We need to make consumers an integral part of everything we do. Mariken Kimmels / H.J. Heinz
  • 45. What’s the impact on research?
  • 46. Get out of your comfort Zone BREAKOUT EXERCISE
  • 47. The battle of the screens
  • 48. Playing instead of paying for attention
  • 49. Filling our Blind Spots
  • 50. Survey research in the age of engagement?
  • 51. 77
  • 52. 78 FROM BOREDOM TO ENGAGEMENT
  • 53. 79 Interest, enjoyment highly competent EXTRINSIC MOTIVATION AMOTIVATION Task is not done properly INTRINSIC MOTIVATION
  • 54. EXTRINSIC MOTIVATION AMOTIVATION AUTONOMY COMPETENCE RELATEDNESS VALUE INTRINSIC MOTIVATION
  • 55. AUTONOMY YOU ARE FREE TO DO THIS OR NOT
  • 56. AUTONOMY MODULARITY AT THE PARTICIPANT SIDE
  • 57. AUTONOMY OPTIONAL SECOND SURVEY DIMENSION
  • 58. COMPETENCE YOU ARE GOOD AT THIS
  • 59. COMPETENCE PARTICIPANTS AS CO-RESEARCHERS
  • 60. COMPETENCE TASKS BEYOND RESPONDING
  • 61. RELATEDNESS PEOPLE LIKE YOU DO THIS
  • 62. RELATEDNESS • R&D contribution The lounge What did we do? xxxx CONNECTING IN THE LOUNGE
  • 63. RELATEDNESS INTRODUCING THEIR SHARED INTERESTS
  • 64. VALUE WHAT YOU DO HAS A MEANING
  • 65. VALUE SHARING THE CLIENT OBJECTIVES
  • 66. VALUE SHARING THE CLIENT OBJECTIVES 4. Value = what you do has meaning
  • 67. BETTER CAPTURE THE COMPLEX CONSUMER REALITY
  • 68. Recognizing the social dimension in decision making
  • 69. THE CONTAGIOUS EFFECT OF THE SOCIAL DIMENSION
  • 70. THE ASSOCATION TOOL
  • 71. 4% spontaneous VS. 72% prompted
  • 72. Context is a better predictor of consumer behaviour
  • 73. Task 1: Your breakfast moment Take a picture when you are heaving breakfast. What are you having for breakfast and why do you choose this? Task 1: Your breakfast moment
  • 74. BETTER UNDERSTAND TARGET GROUPS DIFFERENCES
  • 75. Our decisions are wired by emotions
  • 76. AVOIDING RECALL BIAS USING TASK-BASED ELEMENTS
  • 77. ADDED VALUE OF IMPLICIT MEASUREMENT
  • 78. ADDED VALUE OF Reaction time IMPLICIT MEASUREMENT NICHE NATURAL These items are not associated with the given brand by a lot of respondents, however the reaction time is faster than average. These are niche associations often amongst users with a certain brand experience. These items are associated with the given brand by many respondents and the reaction time linked to the association is faster than average. These are natural and spontaneous associations. These items are not associated with the given brand by a lot of respondents and if associated the reaction time is below average. These items are not linked with brand. These items are associated with the given brand by many respondents but the reaction time is below average. These are potential associations which can become natural if the given brand enhances the communication. LIMITS POTENTIAL % of respondents
  • 79. BETTER FASTER CHEAPER
  • 80. Get out of your comfort Zone BREAKOUT EXERCISE
  • 81. What about mobile Market research?
  • 82. VS.
  • 83. SMARTPHONE PENETRATION IN BELGIUM IS ±40%
  • 84. MOBILE IS NOT THE GOAL
  • 85. WE SHOULD BE ABLE TO REACH THE CONSUMER AT THE MOST RELEVANT MOMENT ON THE MOST SUITABLE PLATFORM
  • 86. Exploring ? ? ? ?
  • 87. Mobile = online + offline research Recruitment
  • 88. Should we worry? Socio demographics Engagement Technological advanced
  • 89. ? 1/Recruitment ? ?
  • 90. Impact? Satisfaction? Profile?
  • 91. Time to reach 400 participants? 4 hours 4 days 4 weeks @McDonaldSimon @Anoukw1
  • 92. New information Get access to real behaviour!
  • 93. ? 1/Recruitment ? 2/ Marketing ?
  • 94. How about mobile & MROCs?
  • 95. 15 inch 4,3 x less engagement? 3,5 inch
  • 96. Does mobile make community members less engaged?
  • 97. Does mobile make community members less engaged? “ Using the mobile app really helps me staying in touch moreYes the community with No “
  • 98. 15 inch Mobile leads to less rich data? Yes No 3,5 inch
  • 99. Members don’t post more, but… …more contextual & personal stuff
  • 100. More engagement Richer contributions
  • 101. Going beyond the method
  • 102. ? 1/Recruitment 2/ Marketing ? 3/ Communities
  • 103. And... in all phases of the research!
  • 104. ? 1/Recruitment 2/ Marketing 3/ Communities 4/ Reporting
  • 105. The rising star in qualitative research?
  • 106. ‘Online Communities’ become more and more a true ‘Fusion Research’ tool that allows for ‘triangulation’ on different levels. Leading to more valid research results, fresh inspiration and a deeper understanding of the issue researched. Frédéric Gennart / Inter IKEA Systems
  • 107. @tomderuyck
  • 108. Central Research Nerve System
  • 109. Get out of your comfort Zone BREAKOUT EXERCISE
  • 110. Design the community How will your community be setup? 3/ What are your questions & tasks for the consumers? • .. • .. 2/ What’s the main goal of your community? • .. • .. 1/ Who will you select (profile, number)? • .. • .. 3/ Questions & tasks 2/ What 1/ Who
  • 111. What could be the result? IKEA CASE: Fusion with Implicit Measurement
  • 112. 360° evaluation
  • 113. Before: focus groups
  • 114. From good to great Focus groups were only giving a snapshot of reality Limited time spent with consumers and a limited portfolio of research techniques possible Largely determined by the quality and experience of the moderator Internal stakeholders do not follow sessions that often
  • 115. Triangulation Investigator Method Environmental Data Theory
  • 116. Evaluation of a method Doing things Gaining a higher Doing things that faster and more cost-efficient quality of data & were just not deeper insights possible before
  • 117. Different country, different story #1 #2 #3 #4 Reason to participate Conversation guide Role of the moderator Gamification
  • 118. Participants > Consumer Consultants
  • 119. What could be the result? YELO CASE: Fusion with Social Media Research
  • 120. @tomderuyck
  • 121. Leveraging research results to the max!
  • 122. Diffusing research results should be like getting those small Magic Boxes from McDonald’s: blending results, stories and quotes Carole Lamarque / Linkman
  • 123. Conversations from internal stakeholders Communication is key! Proud company Conversation company Boring company Adored company Conversations from external stakeholders
  • 124. Total consumer immersion
  • 125. Internal
  • 126. Internal
  • 127. Internal
  • 128. Internal
  • 129. Internal
  • 130. External
  • 131. What about the future of market research?
  • 132. Creative Smart Cookies academic backbone sector expertise marketing consulting Solid innovative methods change agent engagement & activation
  • 133. We are never done
  • 134. Head of Research Communities linkedin.com/in/tomderuyck tom@insites-consulting.com @tomderuyck Ready for a bright future? www.insites-consulting.com
  • 135. Katia Pallini Senior Research Innovation Consultant linkedin.com/in/katiapallini katia@insites-consulting.com @KPallini Ready for a bright future? www.insites-consulting.com