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 be better, fresher and more contemporary by approaching participants and internal stakeholders differently.

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The Bright Future of Market Research Smartees Workshop

  1. 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. 2. # insites # mrx
  3. 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. 4. The bright future of market research?
  5. 5. Who filled out a +5 minutes survey from another brand, service or company in the past 6 months?
  6. 6. Who has already participated as a respondent in qualitative research (focusgroup or in-depth interview)
  7. 7. Who ever thought: ‘who the h*ll is actually still filling out surveys?’
  8. 8. Who has already done or experienced ONLINE qualitative research?
  9. 9. 3 questions you’d like to be answered today.
  10. 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. 11. Enjoy the deepdive!
  12. 12. 3 types of strategic focus (Tracey & Wiersema) Operational Excellence Product Leadership Customer Intimacy
  13. 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. 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. 15. Consumers are at the heart of our organisations
  16. 16. Customers… Who are they?
  17. 17. Let’s look at our customers…
  18. 18. ? ? 4 things to remember about the new customer ? ?
  19. 19. Consumers create content themselves…
  20. 20. 57% A person from your contact list 14% A company
  21. 21. Everyone is a critic/reviewer and the outcome may leverage your brand…
  22. 22. ... or damage your brand
  23. 23.      Perfect information Consumer-generated Trustworthy Lightning fast Fuelled by social media ? ? ?
  24. 24. empowered ? ? ?
  25. 25. Cultures were never so close
  26. 26. Stimulation junkies. On the go, but 100% connected.
  27. 27. Segmentation? Maybe contextually. Maybe.
  28. 28. empowered     ? Globally in touch Hyperfast learning Raising bar of expectations Segmentation = difficult ?
  29. 29. empowered cosmopolitan ? ?
  30. 30. What’s YOUR perfect restaurant experience like?
  31. 31. 83%
  32. 32. Different Country, Different Story
  33. 33. Higher purchase intention for products co-created by peers. (van Dijk, 2012)
  34. 34. empowered cosmopolitan ?    Sharing feedback Walking in our shoes Concrete business outcomes
  35. 35. empowered cosmopolitan smart co-creator ?
  36. 36. The paradox of choice.
  37. 37. @tomderuyck
  38. 38. empowered cosmopolitan smart co-creator     Rational overload Emotional heuristics Herd behaviour Emotional sharing
  39. 39. empowered cosmopolitan emotional smart co-creator
  40. 40. ? ? 4 things to remember about the new customer ? ?
  41. 41. empowered cosmopolitan emotional smart co-creator
  42. 42. It’s the media, stupid!
  43. 43. What’s the impact on companies?
  44. 44. We need to make consumers an integral part of everything we do. Mariken Kimmels / H.J. Heinz
  45. 45. What’s the impact on research?
  46. 46. Get out of your comfort Zone BREAKOUT EXERCISE
  47. 47. The battle of the screens
  48. 48. Playing instead of paying for attention
  49. 49. Filling our Blind Spots
  50. 50. Survey research in the age of engagement?
  51. 51. 77
  52. 52. 78 FROM BOREDOM TO ENGAGEMENT
  53. 53. 79 Interest, enjoyment highly competent EXTRINSIC MOTIVATION AMOTIVATION Task is not done properly INTRINSIC MOTIVATION
  54. 54. EXTRINSIC MOTIVATION AMOTIVATION AUTONOMY COMPETENCE RELATEDNESS VALUE INTRINSIC MOTIVATION
  55. 55. AUTONOMY YOU ARE FREE TO DO THIS OR NOT
  56. 56. AUTONOMY MODULARITY AT THE PARTICIPANT SIDE
  57. 57. AUTONOMY OPTIONAL SECOND SURVEY DIMENSION
  58. 58. COMPETENCE YOU ARE GOOD AT THIS
  59. 59. COMPETENCE PARTICIPANTS AS CO-RESEARCHERS
  60. 60. COMPETENCE TASKS BEYOND RESPONDING
  61. 61. RELATEDNESS PEOPLE LIKE YOU DO THIS
  62. 62. RELATEDNESS • R&D contribution The lounge What did we do? xxxx CONNECTING IN THE LOUNGE
  63. 63. RELATEDNESS INTRODUCING THEIR SHARED INTERESTS
  64. 64. VALUE WHAT YOU DO HAS A MEANING
  65. 65. VALUE SHARING THE CLIENT OBJECTIVES
  66. 66. VALUE SHARING THE CLIENT OBJECTIVES 4. Value = what you do has meaning
  67. 67. BETTER CAPTURE THE COMPLEX CONSUMER REALITY
  68. 68. Recognizing the social dimension in decision making
  69. 69. THE CONTAGIOUS EFFECT OF THE SOCIAL DIMENSION
  70. 70. THE ASSOCATION TOOL
  71. 71. 4% spontaneous VS. 72% prompted
  72. 72. Context is a better predictor of consumer behaviour
  73. 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. 74. BETTER UNDERSTAND TARGET GROUPS DIFFERENCES
  75. 75. Our decisions are wired by emotions
  76. 76. AVOIDING RECALL BIAS USING TASK-BASED ELEMENTS
  77. 77. ADDED VALUE OF IMPLICIT MEASUREMENT
  78. 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. 79. BETTER FASTER CHEAPER
  80. 80. Get out of your comfort Zone BREAKOUT EXERCISE
  81. 81. What about mobile Market research?
  82. 82. VS.
  83. 83. SMARTPHONE PENETRATION IN BELGIUM IS ±40%
  84. 84. MOBILE IS NOT THE GOAL
  85. 85. WE SHOULD BE ABLE TO REACH THE CONSUMER AT THE MOST RELEVANT MOMENT ON THE MOST SUITABLE PLATFORM
  86. 86. Exploring ? ? ? ?
  87. 87. Mobile = online + offline research Recruitment
  88. 88. Should we worry? Socio demographics Engagement Technological advanced
  89. 89. ? 1/Recruitment ? ?
  90. 90. Impact? Satisfaction? Profile?
  91. 91. Time to reach 400 participants? 4 hours 4 days 4 weeks @McDonaldSimon @Anoukw1
  92. 92. New information Get access to real behaviour!
  93. 93. ? 1/Recruitment ? 2/ Marketing ?
  94. 94. How about mobile & MROCs?
  95. 95. 15 inch 4,3 x less engagement? 3,5 inch
  96. 96. Does mobile make community members less engaged?
  97. 97. Does mobile make community members less engaged? “ Using the mobile app really helps me staying in touch moreYes the community with No “
  98. 98. 15 inch Mobile leads to less rich data? Yes No 3,5 inch
  99. 99. Members don’t post more, but… …more contextual & personal stuff
  100. 100. More engagement Richer contributions
  101. 101. Going beyond the method
  102. 102. ? 1/Recruitment 2/ Marketing ? 3/ Communities
  103. 103. And... in all phases of the research!
  104. 104. ? 1/Recruitment 2/ Marketing 3/ Communities 4/ Reporting
  105. 105. The rising star in qualitative research?
  106. 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. 107. @tomderuyck
  108. 108. Central Research Nerve System
  109. 109. Get out of your comfort Zone BREAKOUT EXERCISE
  110. 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. 111. What could be the result? IKEA CASE: Fusion with Implicit Measurement
  112. 112. 360° evaluation
  113. 113. Before: focus groups
  114. 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. 115. Triangulation Investigator Method Environmental Data Theory
  116. 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. 117. Different country, different story #1 #2 #3 #4 Reason to participate Conversation guide Role of the moderator Gamification
  118. 118. Participants > Consumer Consultants
  119. 119. What could be the result? YELO CASE: Fusion with Social Media Research
  120. 120. @tomderuyck
  121. 121. Leveraging research results to the max!
  122. 122. Diffusing research results should be like getting those small Magic Boxes from McDonald’s: blending results, stories and quotes Carole Lamarque / Linkman
  123. 123. Conversations from internal stakeholders Communication is key! Proud company Conversation company Boring company Adored company Conversations from external stakeholders
  124. 124. Total consumer immersion
  125. 125. Internal
  126. 126. Internal
  127. 127. Internal
  128. 128. Internal
  129. 129. Internal
  130. 130. External
  131. 131. What about the future of market research?
  132. 132. Creative Smart Cookies academic backbone sector expertise marketing consulting Solid innovative methods change agent engagement & activation
  133. 133. We are never done
  134. 134. Head of Research Communities linkedin.com/in/tomderuyck tom@insites-consulting.com @tomderuyck Ready for a bright future? www.insites-consulting.com
  135. 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

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