The Bright Future of
Market Research
This is the full slidedeck of our Smartees
Workshop on ‘the Bright Future of
Market R...
# insites
# mrx
CONVERSATION STARTERS

Hi, I am ….. and I work as…… @.......... .

When I think about research, I think…
I am here because...
The bright future
of market research?
Who filled out a +5 minutes survey
from another brand, service or
company in the past 6 months?
Who has already participated as a
respondent in qualitative research
(focusgroup or in-depth interview)
Who ever thought: ‘who the h*ll is
actually still filling out surveys?’
Who has already done or experienced
ONLINE qualitative research?
3 questions you’d like to
be answered today.
Program
9h00:
9h30:
9h40:
11h00:
11h15:
12h30:
13h15:
14h45:
15h00:
16h15:
16h30:

Doors open
Welcome & introduction
Works...
Enjoy the deepdive!
3 types of strategic focus (Tracey & Wiersema)

Operational
Excellence

Product
Leadership

Customer
Intimacy
3 types of strategic focus (Tracey & Wiersema)

Operational
Excellence

Product
Leadership

Customer
Intimacy

Provide cus...
3 types of strategic focus (Tracey & Wiersema)

Operational
Excellence

Product
Leadership

Customer
Intimacy

Provide cus...
Consumers are at the heart of our organisations
Customers…
Who are they?
Let’s look at our customers…
?

?

4 things to remember about the new customer

?

?
Consumers create content themselves…
57%
A person from
your contact
list

14%
A company
Everyone is a critic/reviewer and the outcome may leverage your brand…
... or damage your brand






Perfect information
Consumer-generated
Trustworthy
Lightning fast
Fuelled by social media

?

?
?
empowered

?
?

?
Cultures were never so close
Stimulation junkies. On the go, but 100% connected.
Segmentation? Maybe contextually. Maybe.
empowered






?

Globally in touch
Hyperfast learning
Raising bar of expectations
Segmentation = difficult

?
empowered

cosmopolitan

?

?
What’s YOUR perfect
restaurant experience
like?
83%
Different

Country,
Different

Story
Higher purchase intention for products co-created by peers. (van Dijk, 2012)
empowered

cosmopolitan

?





Sharing feedback
Walking in our shoes
Concrete business outcomes
empowered

cosmopolitan

smart co-creator

?
The paradox of choice.
@tomderuyck
empowered

cosmopolitan

smart co-creator






Rational overload
Emotional heuristics
Herd behaviour
Emotional sharin...
empowered

cosmopolitan

emotional

smart co-creator
?

?

4 things to remember about the new customer

?

?
empowered

cosmopolitan

emotional

smart co-creator
It’s the
media,
stupid!
What’s the impact
on companies?
We need to make consumers an
integral part of everything we do.
Mariken Kimmels / H.J. Heinz
What’s the impact
on research?
Get out
of your

comfort
Zone

BREAKOUT
EXERCISE
The battle of
the screens
Playing instead
of paying for
attention
Filling our

Blind Spots
Survey research in the
age of engagement?
77
78

FROM BOREDOM TO
ENGAGEMENT
79

Interest, enjoyment
highly competent

EXTRINSIC
MOTIVATION
AMOTIVATION
Task is not done properly

INTRINSIC
MOTIVATION
EXTRINSIC
MOTIVATION
AMOTIVATION

AUTONOMY
COMPETENCE
RELATEDNESS

VALUE

INTRINSIC
MOTIVATION
AUTONOMY
YOU ARE FREE TO
DO THIS OR NOT
AUTONOMY

MODULARITY AT THE
PARTICIPANT SIDE
AUTONOMY

OPTIONAL SECOND
SURVEY DIMENSION
COMPETENCE
YOU ARE GOOD AT
THIS
COMPETENCE

PARTICIPANTS AS
CO-RESEARCHERS
COMPETENCE

TASKS
BEYOND RESPONDING
RELATEDNESS
PEOPLE LIKE YOU
DO THIS
RELATEDNESS
•

R&D contribution

The lounge

What did we do?
xxxx

CONNECTING IN
THE LOUNGE
RELATEDNESS

INTRODUCING THEIR
SHARED INTERESTS
VALUE
WHAT YOU DO HAS
A MEANING
VALUE

SHARING THE CLIENT
OBJECTIVES
VALUE

SHARING THE CLIENT
OBJECTIVES

4. Value = what you do has meaning
BETTER CAPTURE THE COMPLEX
CONSUMER REALITY
Recognizing the social
dimension in decision making
THE CONTAGIOUS EFFECT
OF THE SOCIAL DIMENSION
THE ASSOCATION TOOL
4%

spontaneous

VS.

72%

prompted
Context is a better predictor

of consumer behaviour
Task 1: Your breakfast moment
Take a picture when you are heaving breakfast. What are you
having for breakfast and why do ...
BETTER UNDERSTAND

TARGET GROUPS DIFFERENCES
Our decisions are wired
by emotions
AVOIDING RECALL BIAS

USING TASK-BASED ELEMENTS
ADDED VALUE OF
IMPLICIT MEASUREMENT
ADDED VALUE OF

Reaction time

IMPLICIT MEASUREMENT
NICHE

NATURAL

These items are not associated with the
given brand by...
BETTER
FASTER

CHEAPER
Get out
of your

comfort
Zone

BREAKOUT
EXERCISE
What about mobile
Market research?
VS.
SMARTPHONE PENETRATION IN

BELGIUM IS ±40%
MOBILE IS
NOT
THE GOAL
WE

SHOULD BE ABLE TO REACH

THE CONSUMER AT THE MOST
RELEVANT MOMENT ON THE

MOST SUITABLE PLATFORM
Exploring

?

?

?

?
Mobile = online + offline research

Recruitment
Should we worry?

Socio demographics

Engagement

Technological advanced
?
1/Recruitment

?

?
Impact?
Satisfaction?

Profile?
Time to reach 400 participants?

4 hours

4 days

4 weeks
@McDonaldSimon
@Anoukw1
New information

Get access to real behaviour!
?
1/Recruitment

?

2/ Marketing

?
How about mobile & MROCs?
15 inch

4,3 x less engagement?
3,5 inch
Does mobile make community members

less engaged?
Does mobile make community members

less engaged?

“

Using the mobile app really
helps me staying in touch
moreYes the co...
15 inch

Mobile leads to less rich data?

Yes

No
3,5 inch
Members don’t post more, but…

…more contextual & personal stuff
More engagement
Richer contributions
Going beyond the method
?
1/Recruitment

2/ Marketing

?
3/ Communities
And... in all phases of the research!
?
1/Recruitment

2/ Marketing

3/ Communities

4/ Reporting
The rising star in
qualitative research?
‘Online Communities’ become more and
more a true ‘Fusion Research’ tool that
allows for ‘triangulation’ on different
level...
@tomderuyck
Central Research Nerve System
Get out
of your

comfort
Zone

BREAKOUT
EXERCISE
Design the community
How will your community be setup?

3/ What are your questions & tasks for the
consumers?
• ..
• ..
2/...
What could be
the result?
IKEA CASE:
Fusion with Implicit Measurement
360°

evaluation
Before: focus groups
From good to

great

Focus groups were only giving
a snapshot of reality

Limited time spent with
consumers and a limited ...
Triangulation
Investigator

Method

Environmental

Data

Theory
Evaluation of a method

Doing things

Gaining a higher

Doing things that

faster and more
cost-efficient

quality of data...
Different country, different story

#1

#2

#3

#4

Reason to
participate

Conversation
guide

Role of the
moderator

Gami...
Participants >

Consumer Consultants
What could be
the result?
YELO CASE:
Fusion with Social Media Research
@tomderuyck
Leveraging research
results to the max!
Diffusing research results
should be like getting those small
Magic Boxes from McDonald’s:
blending results, stories and q...
Conversations from internal stakeholders

Communication is key!

Proud
company

Conversation
company

Boring
company

Ador...
Total consumer

immersion
Internal
Internal
Internal
Internal
Internal
External
What about the future of
market research?
Creative

Smart
Cookies

academic backbone
sector expertise
marketing consulting

Solid

innovative methods
change agent
e...
We are never done
Head of Research Communities

linkedin.com/in/tomderuyck
tom@insites-consulting.com
@tomderuyck

Ready for a bright future...
Katia Pallini
Senior Research Innovation Consultant

linkedin.com/in/katiapallini
katia@insites-consulting.com
@KPallini

...
The Bright Future of Market Research Smartees Workshop
The Bright Future of Market Research Smartees Workshop
The Bright Future of Market Research Smartees Workshop
The Bright Future of Market Research Smartees Workshop
The Bright Future of Market Research Smartees Workshop
The Bright Future of Market Research Smartees Workshop
The Bright Future of Market Research Smartees Workshop
The Bright Future of Market Research Smartees Workshop
The Bright Future of Market Research Smartees Workshop
The Bright Future of Market Research Smartees Workshop
The Bright Future of Market Research Smartees Workshop
The Bright Future of Market Research Smartees Workshop
The Bright Future of Market Research Smartees Workshop
The Bright Future of Market Research Smartees Workshop
The Bright Future of Market Research Smartees Workshop
The Bright Future of Market Research Smartees Workshop
The Bright Future of Market Research Smartees Workshop
The Bright Future of Market Research Smartees Workshop
The Bright Future of Market Research Smartees Workshop
The Bright Future of Market Research Smartees Workshop
The Bright Future of Market Research Smartees Workshop
The Bright Future of Market Research Smartees Workshop
The Bright Future of Market Research Smartees Workshop
The Bright Future of Market Research Smartees Workshop
The Bright Future of Market Research Smartees Workshop
The Bright Future of Market Research Smartees Workshop
The Bright Future of Market Research Smartees Workshop
The Bright Future of Market Research Smartees Workshop
The Bright Future of Market Research Smartees Workshop
The Bright Future of Market Research Smartees Workshop
The Bright Future of Market Research Smartees Workshop
The Bright Future of Market Research Smartees Workshop
The Bright Future of Market Research Smartees Workshop
The Bright Future of Market Research Smartees Workshop
The Bright Future of Market Research Smartees Workshop
The Bright Future of Market Research Smartees Workshop
The Bright Future of Market Research Smartees Workshop
The Bright Future of Market Research Smartees Workshop
The Bright Future of Market Research Smartees Workshop
The Bright Future of Market Research Smartees Workshop
The Bright Future of Market Research Smartees Workshop
The Bright Future of Market Research Smartees Workshop
The Bright Future of Market Research Smartees Workshop
The Bright Future of Market Research Smartees Workshop
The Bright Future of Market Research Smartees Workshop
The Bright Future of Market Research Smartees Workshop
The Bright Future of Market Research Smartees Workshop
The Bright Future of Market Research Smartees Workshop
The Bright Future of Market Research Smartees Workshop
The Bright Future of Market Research Smartees Workshop
The Bright Future of Market Research Smartees Workshop
The Bright Future of Market Research Smartees Workshop
The Bright Future of Market Research Smartees Workshop
The Bright Future of Market Research Smartees Workshop
The Bright Future of Market Research Smartees Workshop
The Bright Future of Market Research Smartees Workshop
The Bright Future of Market Research Smartees Workshop
The Bright Future of Market Research Smartees Workshop
The Bright Future of Market Research Smartees Workshop
The Bright Future of Market Research Smartees Workshop
The Bright Future of Market Research Smartees Workshop
The Bright Future of Market Research Smartees Workshop
The Bright Future of Market Research Smartees Workshop
The Bright Future of Market Research Smartees Workshop
The Bright Future of Market Research Smartees Workshop
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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 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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