The Bright Future of
Market Research
This is the full slidedeck of our Smartees
Workshop on ‘the Bright Future of
Market R...
WHOAREYOU?
TIME TO INTRODUCE
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?’
3 questions you’d like to
be answered today.
9h30: Doors open
10h00: Workshop part I
11h00: Coffee break
11h15: Workshop part II
12h30: Lunch
13h15: Workshop part III
...
Operational
Excellence
Customer
Intimacy
Product
Leadership
3 types of strategic focus (Tracey & Wiersema)
3 types of strategic focus (Tracey & Wiersema)
Operational
Excellence
Customer
Intimacy
Product
Leadership
Provide custome...
3 types of strategic focus (Tracey & Wiersema)
Operational
Excellence
Customer
Intimacy
Product
Leadership
Provide custome...
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
cosmopolitanempowered
? ?
What’s YOUR perfect
restaurant experience
like?
83%
Different
Country,
Different
Story
Higher purchase intention for products co-created by peers. (van Dijk, 2012)
cosmopolitanempowered
?
 Sharing feedback
 Walking in our shoes
 Concrete business outcomes
smart co-creator
cosmopolitanempowered
?
The paradox of choice.
@tomderuyck
smart co-creator
cosmopolitanempowered
 Rational overload
 Emotional heuristics
 Herd behaviour
 Emotional sharing
smart co-creator
cosmopolitanempowered
emotional
?
?
?
?
4 things to remember about the new customer
smart co-creator
cosmopolitanempowered
emotional
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?
75
Source: 2012 Esomar
Total Quantitative 76%
Other 6%
Total Qualitative 18%
SURVEY RESEARCH IS MORE
THAN COLLECTING DATA
THE POWER OF VALIDATION
FOR YOUR DECISION MAKING
79
FROM BOREDOM TO
ENGAGEMENT
80
AMOTIVATION
INTRINSIC
MOTIVATIONEXTRINSIC
MOTIVATION
Task is not done properly
Interest, enjoyment
highly competent
AMOTIVATION
INTRINSIC
MOTIVATIONEXTRINSIC
MOTIVATION
AUTONOMY
COMPETENCE
RELATEDNESS
VALUE
YOU ARE FREE TO
AUTONOMY
DO THIS OR NOT
AUTONOMY
MODULARITY AT THE
PARTICIPANT SIDE
AUTONOMY
OPTIONAL SECOND
SURVEY DIMENSION
YOU ARE GOOD AT
COMPETENCE
THIS
COMPETENCE
PARTICIPANTS AS
CO-RESEARCHERS
COMPETENCE
TASKS
BEYOND RESPONDING
PEOPLE LIKE YOU
RELATEDNESS
DO THIS
R&D contribution• The lounge
What did we do?
xxxx
RELATEDNESS
CONNECTING IN
THE LOUNGE
RELATEDNESS
INTRODUCING THEIR
SHARED INTERESTS
WHAT YOU DO HAS
VALUE
A MEANING
VALUE
SHARING THE CLIENT
OBJECTIVES
VALUE
SHARING THE CLIENT
OBJECTIVES
Meet us in one of our 5 offices
Connect on LinkedIn
Become friends on Facebook
Download free content on Slideshare
Read co...
BETTER CAPTURE THE COMPLEX
CONSUMER REALITY
FROM QUARANTINE TO
CONSUMER CONTEXT
Recognizing the social
dimension in decision making
DRIVER & BARRIER
ANALYSIS
THE ASSOCATION TOOL
4% spontaneous 72% promptedVS.
THE CONTAGIOUS EFFECT
OF THE SOCIAL DIMENSION
of consumer behaviour
Context is a better predictor
Task 1: Your breakfast moment
Task 1: Your breakfast moment
Take a picture when you are heaving breakfast. What are you
ha...
BETTER UNDERSTAND
TARGET GROUPS DIFFERENCES
by emotions
Our decisions are wired
AVOIDING RECALL BIAS
USING TASK-BASED ELEMENTS
ADDED VALUE OF
IMPLICIT MEASUREMENT
ADDED VALUE OF
IMPLICIT MEASUREMENT
NICHE NATURAL
POTENTIAL
These items are not associated with the
given brand by a lot o...
BETTER
FASTER
CHEAPER
Get out
of your
comfort
Zone
BREAKOUT
EXERCISE
What about mobile
Market research?
VS.
SMARTPHONE PENETRATION
50%
UNINTENTIONAL
MOBILE
CHALLENGE
The respondents who fill in
the survey intend to use
their phone
Gregg Peterson,
Market Str...
HIGHER DROP-OUT
LOWER DATA QUALITY
Baker-Prewitt & Burke
IN THE MOMENT
CHALLENGE
40% MORE ACCURATE
THAN FEEDBACK COLLECTED 24H LATER
MOBILE IS
NOT
THE GOAL
WE SHOULD BE ABLE TO REACH
THE CONSUMER AT THE MOST
RELEVANT MOMENT ON THE
MOST SUITABLE PLATFORM
?
??
?
Exploring
Recruitment
Mobile = online + offline research
Should we worry?
Socio demographics Technological advancedEngagement
?
?
?
1/Recruitment
Profile?
Impact?
Satisfaction?
Time to reach 400 participants?
4 hours 4 days 4 weeks
@McDonaldSimon
@Anoukw1
Get access to real behaviour!
New information
2/ Marketing
?
?
?
1/Recruitment
How about mobile & MROCs?
15 inch
4,3 x less engagement?
3,5 inch
Does mobile make community members
less engaged?
Yes No
Using the mobile app really
helps me staying in touch
more with the community
“ “
Does mobile make community member...
15 inch
Mobile leads to less rich data?
3,5 inch
Yes NoNo
Members don’t post more, but…
…more contextual & personal stuff
More engagement
Richer contributions
Going beyond the method
2/ Marketing
?
?
1/Recruitment
3/ Communities
And... in all phases of the research!
2/ Marketing
?1/Recruitment
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
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 external stakeholders
Conversationsfrominternalstakeholders Proud
company
Conversation
company
Boring
c...
Total consumer
immersion
Internal
Internal
Internal
Internal
Internal
External
What about the future of
market research?
Smart
Cookies
academic backbone
sector expertise
marketing consulting
innovative methods
change agent
engagement & activat...
We are never done
linkedin.com/in/tomderuyck
tom@insites-consulting.com
@tomderuyck
www.insites-consulting.com
Ready for a bright future?
He...
linkedin.com/in/katiapallini
katia@insites-consulting.com
@KPallini
www.insites-consulting.com
Ready for a bright future?
...
Thank you!
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' in Utrecht (15 April, 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’ in Utrecht (15 April, 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. WHOAREYOU? TIME TO INTRODUCE
  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. 3 questions you’d like to be answered today.
  9. 9. 9h30: Doors open 10h00: Workshop part I 11h00: Coffee break 11h15: Workshop part II 12h30: Lunch 13h15: Workshop part III 14h45: Coffee break 15h00: Workshop part IV 16h15: Wrap up and Q&A 16h30: Closing reception Program
  10. 10. Operational Excellence Customer Intimacy Product Leadership 3 types of strategic focus (Tracey & Wiersema)
  11. 11. 3 types of strategic focus (Tracey & Wiersema) Operational Excellence Customer Intimacy Product Leadership Provide customers with good, standard products at low cost Provide customers with high quality innovative products Provide customers with personalized products that exceed expectations
  12. 12. 3 types of strategic focus (Tracey & Wiersema) Operational Excellence Customer Intimacy Product Leadership Provide customers with good, standard products at low cost Provide customers with high quality innovative products Provide customers with personalized products that exceed expectations
  13. 13. Consumers are at the heart of our organisations
  14. 14. Customers… Who are they?
  15. 15. Let’s look at our customers…
  16. 16. ? ? ? ? 4 things to remember about the new customer
  17. 17. Consumers create content themselves…
  18. 18. 57% A person from your contact list 14% A company
  19. 19. Everyone is a critic/reviewer and the outcome may leverage your brand…
  20. 20. ... or damage your brand
  21. 21. ? ? ?  Perfect information  Consumer-generated  Trustworthy  Lightning fast  Fuelled by social media
  22. 22. ? ? ? empowered
  23. 23. Cultures were never so close
  24. 24. Stimulation junkies. On the go, but 100% connected.
  25. 25. Segmentation? Maybe contextually. Maybe.
  26. 26. ? ? empowered  Globally in touch  Hyperfast learning  Raising bar of expectations  Segmentation = difficult
  27. 27. cosmopolitanempowered ? ?
  28. 28. What’s YOUR perfect restaurant experience like?
  29. 29. 83%
  30. 30. Different Country, Different Story
  31. 31. Higher purchase intention for products co-created by peers. (van Dijk, 2012)
  32. 32. cosmopolitanempowered ?  Sharing feedback  Walking in our shoes  Concrete business outcomes
  33. 33. smart co-creator cosmopolitanempowered ?
  34. 34. The paradox of choice.
  35. 35. @tomderuyck
  36. 36. smart co-creator cosmopolitanempowered  Rational overload  Emotional heuristics  Herd behaviour  Emotional sharing
  37. 37. smart co-creator cosmopolitanempowered emotional
  38. 38. ? ? ? ? 4 things to remember about the new customer
  39. 39. smart co-creator cosmopolitanempowered emotional
  40. 40. It’s the media, stupid!
  41. 41. What’s the impact on companies?
  42. 42. We need to make consumers an integral part of everything we do. Mariken Kimmels / H.J. Heinz
  43. 43. What’s the impact on research?
  44. 44. Get out of your comfort Zone BREAKOUT EXERCISE
  45. 45. The battle of the screens
  46. 46. Playing instead of paying for attention
  47. 47. Filling our Blind Spots
  48. 48. Survey research in the age of engagement?
  49. 49. 75
  50. 50. Source: 2012 Esomar Total Quantitative 76% Other 6% Total Qualitative 18%
  51. 51. SURVEY RESEARCH IS MORE THAN COLLECTING DATA
  52. 52. THE POWER OF VALIDATION FOR YOUR DECISION MAKING
  53. 53. 79 FROM BOREDOM TO ENGAGEMENT
  54. 54. 80 AMOTIVATION INTRINSIC MOTIVATIONEXTRINSIC MOTIVATION Task is not done properly Interest, enjoyment highly competent
  55. 55. AMOTIVATION INTRINSIC MOTIVATIONEXTRINSIC MOTIVATION AUTONOMY COMPETENCE RELATEDNESS VALUE
  56. 56. YOU ARE FREE TO AUTONOMY DO THIS OR NOT
  57. 57. AUTONOMY MODULARITY AT THE PARTICIPANT SIDE
  58. 58. AUTONOMY OPTIONAL SECOND SURVEY DIMENSION
  59. 59. YOU ARE GOOD AT COMPETENCE THIS
  60. 60. COMPETENCE PARTICIPANTS AS CO-RESEARCHERS
  61. 61. COMPETENCE TASKS BEYOND RESPONDING
  62. 62. PEOPLE LIKE YOU RELATEDNESS DO THIS
  63. 63. R&D contribution• The lounge What did we do? xxxx RELATEDNESS CONNECTING IN THE LOUNGE
  64. 64. RELATEDNESS INTRODUCING THEIR SHARED INTERESTS
  65. 65. WHAT YOU DO HAS VALUE A MEANING
  66. 66. VALUE SHARING THE CLIENT OBJECTIVES
  67. 67. VALUE SHARING THE CLIENT OBJECTIVES
  68. 68. Meet us in one of our 5 offices Connect on LinkedIn Become friends on Facebook Download free content on Slideshare Read corporate InSites Consulting blog Read ‘Conversation Management’ blog Read ‘How Cool Brands Stay Hot’ blog Join our ‘Smartees’ events www.insites-consulting.com Stay tuned! AUTONOMY COMPETENCE RELATEDNESS VALUE YOU ARE FREE TO DO THIS OR NOT YOU ARE GOOD AT THIS PEOPLE LIKE YOU ARE DOING THIS WHAT YOU DO HAS A MEANING
  69. 69. BETTER CAPTURE THE COMPLEX CONSUMER REALITY
  70. 70. FROM QUARANTINE TO CONSUMER CONTEXT
  71. 71. Recognizing the social dimension in decision making
  72. 72. DRIVER & BARRIER ANALYSIS
  73. 73. THE ASSOCATION TOOL
  74. 74. 4% spontaneous 72% promptedVS.
  75. 75. THE CONTAGIOUS EFFECT OF THE SOCIAL DIMENSION
  76. 76. of consumer behaviour Context is a better predictor
  77. 77. Task 1: Your breakfast moment 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?
  78. 78. BETTER UNDERSTAND TARGET GROUPS DIFFERENCES
  79. 79. by emotions Our decisions are wired
  80. 80. AVOIDING RECALL BIAS USING TASK-BASED ELEMENTS
  81. 81. ADDED VALUE OF IMPLICIT MEASUREMENT
  82. 82. ADDED VALUE OF IMPLICIT MEASUREMENT NICHE NATURAL POTENTIAL 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 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. % of respondents Reactiontime LIMITS 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.
  83. 83. BETTER FASTER CHEAPER
  84. 84. Get out of your comfort Zone BREAKOUT EXERCISE
  85. 85. What about mobile Market research?
  86. 86. VS.
  87. 87. SMARTPHONE PENETRATION 50%
  88. 88. UNINTENTIONAL MOBILE CHALLENGE The respondents who fill in the survey intend to use their phone Gregg Peterson, Market Strategies International
  89. 89. HIGHER DROP-OUT LOWER DATA QUALITY Baker-Prewitt & Burke
  90. 90. IN THE MOMENT CHALLENGE
  91. 91. 40% MORE ACCURATE THAN FEEDBACK COLLECTED 24H LATER
  92. 92. MOBILE IS NOT THE GOAL
  93. 93. WE SHOULD BE ABLE TO REACH THE CONSUMER AT THE MOST RELEVANT MOMENT ON THE MOST SUITABLE PLATFORM
  94. 94. ? ?? ? Exploring
  95. 95. Recruitment Mobile = online + offline research
  96. 96. Should we worry? Socio demographics Technological advancedEngagement
  97. 97. ? ? ? 1/Recruitment
  98. 98. Profile? Impact? Satisfaction?
  99. 99. Time to reach 400 participants? 4 hours 4 days 4 weeks @McDonaldSimon @Anoukw1
  100. 100. Get access to real behaviour! New information
  101. 101. 2/ Marketing ? ? ? 1/Recruitment
  102. 102. How about mobile & MROCs?
  103. 103. 15 inch 4,3 x less engagement? 3,5 inch
  104. 104. Does mobile make community members less engaged?
  105. 105. Yes No Using the mobile app really helps me staying in touch more with the community “ “ Does mobile make community members less engaged?
  106. 106. 15 inch Mobile leads to less rich data? 3,5 inch Yes NoNo
  107. 107. Members don’t post more, but… …more contextual & personal stuff
  108. 108. More engagement Richer contributions
  109. 109. Going beyond the method
  110. 110. 2/ Marketing ? ? 1/Recruitment 3/ Communities
  111. 111. And... in all phases of the research!
  112. 112. 2/ Marketing ?1/Recruitment 3/ Communities 4/ Reporting
  113. 113. The rising star in qualitative research?
  114. 114. ‘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
  115. 115. @tomderuyck
  116. 116. Central Research Nerve System
  117. 117. Leveraging research results to the max!
  118. 118. Diffusing research results should be like getting those small Magic Boxes from McDonald’s: blending results, stories and quotes Carole Lamarque / Linkman
  119. 119. Conversations from external stakeholders Conversationsfrominternalstakeholders Proud company Conversation company Boring company Adored company Communication is key!
  120. 120. Total consumer immersion
  121. 121. Internal
  122. 122. Internal
  123. 123. Internal
  124. 124. Internal
  125. 125. Internal
  126. 126. External
  127. 127. What about the future of market research?
  128. 128. Smart Cookies academic backbone sector expertise marketing consulting innovative methods change agent engagement & activation Creative Solid
  129. 129. We are never done
  130. 130. linkedin.com/in/tomderuyck tom@insites-consulting.com @tomderuyck www.insites-consulting.com Ready for a bright future? Head of Research Communities
  131. 131. linkedin.com/in/katiapallini katia@insites-consulting.com @KPallini www.insites-consulting.com Ready for a bright future? Senior Research Innovation Consultant Katia Pallini
  132. 132. Thank you!
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