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?
The battle of
the screens
Playing instead
of paying for
attention
Filling our
Blind Spots
Survey research in the
age of engagement?
64
67
When hovering over with mouse
Participant can unlock the first module “profile”
68
AFTER THE FILLING OUT THE MAIN SURVEY, TOPIC ENGAGED PARTICIPANTS
CAN OPT-IN FOR THIS NEXT PART WITH ADDITIONAL INCENTI...
69
THEDESIGNERTOOL
70
THEINSPIRATIONWALL
71
THEPHOTOSTORE
THEPHOTOSTORE
73
REVIEWWRITINGMODULE
74
REVIEWWRITINGMODULE
75
THEINSPIRATIONWALL
76
THEINSPIRATIONWALL
77
THEIDEATIONTOOL
78
Meet eBay
Meet Katia
THEIDEATIONTOOL
Delivery system
Customer service
Mobile shopping
Do you have any idea on how Ebay ...
79
THELOUNGE
80
Meet eBay
Meet Katia
THELOUNGE
Topic title
Topic title
Topic title
Topic title
Topic title
Topic title
Topic title
Topi...
81
THEPHOTOSTORE
82
THEPHOTOSTORE
83
BEHINDTHESCENES
What about mobile
Market research?
?
??
?
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
What could be
the result?
IKEA CASE:
Fusion with Implicit Measurement
An icon of a global brand
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 por...
After: Research Communities
Triangulation
Data
Method Environmental
Theory
Investigator
Doing things
faster and more
cost-efficient
Gaining a higher
quality of data &
deeper insights
Doing things that
were just...
5 countries (USA, China, Poland, Italy & Germany)
#1
Reason to
participate
#2
Conversation
guide
#3
Role of the
moderator
#4
Gamification
Different country, different story
Expectations
towards the
brand & the
Catalogue?
First
impressions
& second
thoughts?
Conversion
and impact on
the brand?
E...
Results
Right
direction
Improvements
to the
Catalogue
Revision of
the mobile
application
Phase 2
Reactivation of the communities to test
cover ideas for the 2014 Catalogue
Participants >
Consumer Consultants
Emotional/
implicit
measurement
Battle of
the covers
Results
Feedback for
creatives
Clear
direction
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 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...
The future of market research
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The future of market research

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The bright future of market research, MOAworkshop presented by Tom De Ruyck on Thursday September 12, 2013 in Amsterdam (NL).

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The future of market research

  1. 1. Operational Excellence Customer Intimacy Product Leadership 3 types of strategic focus (Tracey & Wiersema)
  2. 2. 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
  3. 3. 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
  4. 4. Consumers are at the heart of our organisations
  5. 5. Customers… Who are they?
  6. 6. Let’s look at our customers…
  7. 7. ? ? ? ? 4 things to remember about the new customer
  8. 8. Consumers create content themselves…
  9. 9. 57% A person from your contact list 14% A company
  10. 10. Everyone is a critic/reviewer and the outcome may leverage your brand…
  11. 11. ... or damage your brand
  12. 12. ? ? ?  Perfect information  Consumer-generated  Trustworthy  Lightning fast  Fuelled by social media
  13. 13. ? ? ? empowered
  14. 14. Cultures were never so close
  15. 15. Stimulation junkies. On the go, but 100% connected.
  16. 16. Segmentation? Maybe contextually. Maybe.
  17. 17. ? ? empowered  Globally in touch  Hyperfast learning  Raising bar of expectations  Segmentation = difficult
  18. 18. cosmopolitanempowered ? ?
  19. 19. What’s YOUR perfect restaurant experience like?
  20. 20. 83%
  21. 21. Different Country, Different Story
  22. 22. Higher purchase intention for products co-created by peers. (van Dijk, 2012)
  23. 23. cosmopolitanempowered ?  Sharing feedback  Walking in our shoes  Concrete business outcomes
  24. 24. smart co-creator cosmopolitanempowered ?
  25. 25. The paradox of choice.
  26. 26. @tomderuyck
  27. 27. smart co-creator cosmopolitanempowered  Rational overload  Emotional heuristics  Herd behaviour  Emotional sharing
  28. 28. smart co-creator cosmopolitanempowered emotional
  29. 29. ? ? ? ? 4 things to remember about the new customer
  30. 30. smart co-creator cosmopolitanempowered emotional
  31. 31. It’s the media, stupid!
  32. 32. What’s the impact on companies?
  33. 33. We need to make consumers an integral part of everything we do. Mariken Kimmels / H.J. Heinz
  34. 34. What’s the impact on research?
  35. 35. The battle of the screens
  36. 36. Playing instead of paying for attention
  37. 37. Filling our Blind Spots
  38. 38. Survey research in the age of engagement?
  39. 39. 64
  40. 40. 67 When hovering over with mouse Participant can unlock the first module “profile”
  41. 41. 68 AFTER THE FILLING OUT THE MAIN SURVEY, TOPIC ENGAGED PARTICIPANTS CAN OPT-IN FOR THIS NEXT PART WITH ADDITIONAL INCENTIVATION.
  42. 42. 69 THEDESIGNERTOOL
  43. 43. 70 THEINSPIRATIONWALL
  44. 44. 71 THEPHOTOSTORE
  45. 45. THEPHOTOSTORE
  46. 46. 73 REVIEWWRITINGMODULE
  47. 47. 74 REVIEWWRITINGMODULE
  48. 48. 75 THEINSPIRATIONWALL
  49. 49. 76 THEINSPIRATIONWALL
  50. 50. 77 THEIDEATIONTOOL
  51. 51. 78 Meet eBay Meet Katia THEIDEATIONTOOL Delivery system Customer service Mobile shopping Do you have any idea on how Ebay can optimize and improve the current delivery system? What are you expectations? Where does it currently go wrong? What improvements are needed? Do you have any idea on how Ebay can optimize and improve the customer service policies? What are you expectations? Where does it currently go wrong? Do you have any idea on how Ebay can optimize and improve the mobile shopping experience? What are you expectations? Where does it currently go wrong?
  52. 52. 79 THELOUNGE
  53. 53. 80 Meet eBay Meet Katia THELOUNGE Topic title Topic title Topic title Topic title Topic title Topic title Topic title Topic title
  54. 54. 81 THEPHOTOSTORE
  55. 55. 82 THEPHOTOSTORE
  56. 56. 83 BEHINDTHESCENES
  57. 57. What about mobile Market research?
  58. 58. ? ?? ? Exploring
  59. 59. Recruitment Mobile = online + offline research
  60. 60. Should we worry? Socio demographics Technological advancedEngagement
  61. 61. ? ? ? 1/Recruitment
  62. 62. Profile? Impact? Satisfaction?
  63. 63. Time to reach 400 participants? 4 hours 4 days 4 weeks @McDonaldSimon @Anoukw1
  64. 64. Get access to real behaviour! New information
  65. 65. 2/ Marketing ? ? ? 1/Recruitment
  66. 66. How about mobile & MROCs?
  67. 67. 15 inch 4,3 x less engagement? 3,5 inch
  68. 68. Does mobile make community members less engaged?
  69. 69. Yes No Using the mobile app really helps me staying in touch more with the community “ “ Does mobile make community members less engaged?
  70. 70. 15 inch Mobile leads to less rich data? 3,5 inch Yes NoNo
  71. 71. Members don’t post more, but… …more contextual & personal stuff
  72. 72. More engagement Richer contributions
  73. 73. Going beyond the method
  74. 74. 2/ Marketing ? ? 1/Recruitment 3/ Communities
  75. 75. And... in all phases of the research!
  76. 76. 2/ Marketing ?1/Recruitment 3/ Communities 4/ Reporting
  77. 77. The rising star in qualitative research?
  78. 78. ‘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
  79. 79. @tomderuyck
  80. 80. Central Research Nerve System
  81. 81. What could be the result? IKEA CASE: Fusion with Implicit Measurement
  82. 82. An icon of a global brand
  83. 83. 360° evaluation
  84. 84. Before: focus groups
  85. 85. 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
  86. 86. After: Research Communities
  87. 87. Triangulation Data Method Environmental Theory Investigator
  88. 88. Doing things faster and more cost-efficient Gaining a higher quality of data & deeper insights Doing things that were just not possible before Evaluation of a method
  89. 89. 5 countries (USA, China, Poland, Italy & Germany)
  90. 90. #1 Reason to participate #2 Conversation guide #3 Role of the moderator #4 Gamification Different country, different story
  91. 91. Expectations towards the brand & the Catalogue? First impressions & second thoughts? Conversion and impact on the brand? Evaluation of the 2013 Catalogue Phase 1 Who is the reader?
  92. 92. Results Right direction Improvements to the Catalogue Revision of the mobile application
  93. 93. Phase 2 Reactivation of the communities to test cover ideas for the 2014 Catalogue
  94. 94. Participants > Consumer Consultants
  95. 95. Emotional/ implicit measurement
  96. 96. Battle of the covers
  97. 97. Results Feedback for creatives Clear direction
  98. 98. What could be the result? YELO CASE: Fusion with Social Media Research
  99. 99. @tomderuyck
  100. 100. Leveraging research results to the max!
  101. 101. Diffusing research results should be like getting those small Magic Boxes from McDonald’s: blending results, stories and quotes Carole Lamarque / Linkman
  102. 102. Conversations from external stakeholders Conversationsfrominternalstakeholders Proud company Conversation company Boring company Adored company Communication is key!
  103. 103. Total consumer immersion
  104. 104. Internal
  105. 105. Internal
  106. 106. Internal
  107. 107. Internal
  108. 108. Internal
  109. 109. External
  110. 110. What about the future of market research?
  111. 111. Smart Cookies academic backbone sector expertise marketing consulting innovative methods change agent engagement & activation Creative Solid
  112. 112. We are never done
  113. 113. linkedin.com/in/tomderuyck tom@insites-consulting.com @tomderuyck www.insites-consulting.com Ready for a bright future? Head of Research Communities
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