The Case for NewMR<br />Ray PoynterThe Future Place2 March, 2010<br />
Agenda<br />Quant research is busted!<br />NewMR?<br />Listening, the meme of 2010<br />MROCs<br />Prediction markets<br /...
Sorry!<br />
Method Shares 2008<br />
Method Shares 2008<br />ESOMAR  Global Report 2009<br />
Global Spend<br />
Global Spend<br />ESOMAR  Global Report 2009<br />
Quant Research is Busted!<br />
Quant Research is Busted!<br />Two fundamental assumptions<br />
Quant Research is Busted!<br />Two fundamental assumptions<br />Random probability sampling<br />
Quant Research is Busted!<br />Two fundamental assumptions<br />Random probability sampling<br />People are able and willi...
NewMR<br />
NewMR<br />Taking the world as it is<br />
NewMR<br />Taking the world as it is<br />Return to theory<br />
NewMR<br />Taking the world as it is<br />Return to theory<br />Alternative quantitative models<br />
NewMR<br />Taking the world as it is<br />Return to theory<br />Alternative quantitative models<br />More qualitative/ethn...
NewMR<br />Taking the world as it is<br />Return to theory<br />Alternative quantitative models<br />More qualitative/ethn...
So, Why Does Market ResearchUsually Work?<br />
So, Why Does Market ResearchUsually Work?<br />Homogeneity vs heterogeneity<br />
So, Why Does Market ResearchUsually Work?<br />Homogeneity vs heterogeneity<br />Modelling<br />
So, Why Does Market ResearchUsually Work?<br />Homogeneity vs heterogeneity<br />Modelling<br />The Art of market research...
So, Why Does Market ResearchUsually Work?<br />Homogeneity vs heterogeneity<br />Modelling<br />The Art of market research...
So, Why Does Market ResearchUsually Work?<br />Homogeneity vs heterogeneity<br />Modelling<br />The Art of market research...
Stan SthanunathanVP, marketing strategy and insights, Coca-Cola<br />
Stan SthanunathanVP, marketing strategy and insights, Coca-Cola<br />“The most important thing is that in all the work we ...
Listening<br />
Ethnography<br />E-ethnography<br />Netnography<br />Virtual Ethnography<br />Online Ethnography<br />?<br />
Google Insights<br />
MySpace<br />
MySpace<br />Facebook<br />
MySpace<br />Facebook<br />Twitter<br />
2005<br />2006<br />2007<br />2008<br />2009<br />
X Factor<br />
X Factor<br />InSites Consulting & RTL Netherlands<br />
X Factor<br />InSites Consulting & RTL Netherlands<br />71,230<br />
Three Trends<br />
Three Trends<br />MROCS, e.g. 50-500<br />Insight driven<br />
Three Trends<br />MROCS, e.g. 50-500<br />Insight driven<br />Community Panels 5000+<br />ROI driven<br />
Three Trends<br />MROCS, e.g. 50-500<br />Insight driven<br />Community Panels 5000+<br />ROI driven<br />WE-Research<br /...
Why Communities Growing?<br />
Why Communities Growing?<br />Because they are VERY fashionable<br />
Why Communities Growing?<br />Because they are VERY fashionable<br />They fit the ‘Listening’ meme<br />
Why Communities Growing?<br />Because they are VERY fashionable<br />They fit the ‘Listening’ meme<br />Brands are looking...
Why Communities Growing?<br />Because they are VERY fashionable<br />They fit the ‘Listening’ meme<br />Brands are looking...
Why Communities Growing?<br />Because they are VERY fashionable<br />They fit the ‘Listening’ meme<br />Brands are looking...
Why Communities Growing?<br />Because they are VERY fashionable<br />They fit the ‘Listening’ meme<br />Brands are looking...
Why Communities Growing?<br />Because they are VERY fashionable<br />They fit the ‘Listening’ meme<br />Brands are looking...
2010 Projection<br />
2010 Projection<br />Demand<br />Strong growth in client demand for communities<br />
2010 Projection<br />Demand<br />Strong growth in client demand for communities<br />Supply<br />Growth in number of softw...
2010 Projection<br />Demand<br />Strong growth in client demand for communities<br />Supply<br />Growth in number of softw...
From ME-ResearchTo WE-Research<br />
QualityEthicsEffectiveness<br />
A few thoughts<br />
A few thoughts<br />Online quant is busted!<br />
A few thoughts<br />Online quant is busted!<br />Online qual is tiny<br />
A few thoughts<br />Online quant is busted!<br />Online qual is tiny<br />Most social media research is qual<br />
A few thoughts<br />Online quant is busted!<br />Online qual is tiny<br />Most social media research is qual<br />(Some) q...
A few thoughts<br />Online quant is busted!<br />Online qual is tiny<br />Most social media research is qual<br />(Some) q...
A few thoughts<br />Online quant is busted!<br />Online qual is tiny<br />Most social media research is qual<br />(Some) q...
Thank YouQuestions?<br />
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"The Case for NewMR" by Ray Poynter

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On March 2nd, Ray Poynter gave this presentation, "The Case for NewMR" at Revelation's Great Research Thinking Webinar Series.

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  • I estimate about 4% of qualitative is online qualitative
  • I estimate about 4% of qualitative is online qualitative
  • Claude Levi Strauss 28 November 1908 – 30 October 2009The father of modern anthropologyCentral to the creation of the structualist school of thoughtStructualism ‘The search for the underlying patterns of thought in all forms of human activity.’
  • After a couple of years Telstra’s community endeavour NowWeAreTalking was pulled with zero notice, in September 2009.They are now launching a panel of 18,000 people, with very limited community engagement, powered by Vision Critical.A brand that is disliked struggles with social media.
  • After a couple of years Telstra’s community endeavour NowWeAreTalking was pulled with zero notice, in September 2009.They are now launching a panel of 18,000 people, with very limited community engagement, powered by Vision Critical.A brand that is disliked struggles with social media.
  • Wordle is not an analysis tool, it is a presentation tool. Although it can be used to suggest analyses.
  • "The Case for NewMR" by Ray Poynter

    1. 1. The Case for NewMR<br />Ray PoynterThe Future Place2 March, 2010<br />
    2. 2. Agenda<br />Quant research is busted!<br />NewMR?<br />Listening, the meme of 2010<br />MROCs<br />Prediction markets<br />Participatory blogs<br />Paradigms, quality, and ethics<br />
    3. 3. Sorry!<br />
    4. 4. Method Shares 2008<br />
    5. 5. Method Shares 2008<br />ESOMAR Global Report 2009<br />
    6. 6. Global Spend<br />
    7. 7. Global Spend<br />ESOMAR Global Report 2009<br />
    8. 8. Quant Research is Busted!<br />
    9. 9. Quant Research is Busted!<br />Two fundamental assumptions<br />
    10. 10. Quant Research is Busted!<br />Two fundamental assumptions<br />Random probability sampling<br />
    11. 11. Quant Research is Busted!<br />Two fundamental assumptions<br />Random probability sampling<br />People are able and willing to answer the questions we ask<br />
    12. 12. NewMR<br />
    13. 13. NewMR<br />Taking the world as it is<br />
    14. 14. NewMR<br />Taking the world as it is<br />Return to theory<br />
    15. 15. NewMR<br />Taking the world as it is<br />Return to theory<br />Alternative quantitative models<br />
    16. 16. NewMR<br />Taking the world as it is<br />Return to theory<br />Alternative quantitative models<br />More qualitative/ethnographic<br />
    17. 17. NewMR<br />Taking the world as it is<br />Return to theory<br />Alternative quantitative models<br />More qualitative/ethnographic<br />Communities, web scraping, blogging, prediction markets, and discourse analysis<br />
    18. 18. So, Why Does Market ResearchUsually Work?<br />
    19. 19. So, Why Does Market ResearchUsually Work?<br />Homogeneity vs heterogeneity<br />
    20. 20. So, Why Does Market ResearchUsually Work?<br />Homogeneity vs heterogeneity<br />Modelling<br />
    21. 21. So, Why Does Market ResearchUsually Work?<br />Homogeneity vs heterogeneity<br />Modelling<br />The Art of market researchers<br />
    22. 22. So, Why Does Market ResearchUsually Work?<br />Homogeneity vs heterogeneity<br />Modelling<br />The Art of market researchers<br />Measuring relative change not absolutes<br />
    23. 23. So, Why Does Market ResearchUsually Work?<br />Homogeneity vs heterogeneity<br />Modelling<br />The Art of market researchers<br />Measuring relative change not absolutes<br />Wisdom of Crowds and mirror neurons<br />
    24. 24.
    25. 25.
    26. 26.
    27. 27. Stan SthanunathanVP, marketing strategy and insights, Coca-Cola<br />
    28. 28. Stan SthanunathanVP, marketing strategy and insights, Coca-Cola<br />“The most important thing is that in all the work we do, we’re basically going after the tip of the iceberg. ……..It’s about understanding the human condition. We’re too focused on understanding consumption behaviour and shopping behaviour. We need to understand the human condition, which you’ll only know by observing, listening, synthesising and deducing.”<br />
    29. 29. Listening<br />
    30. 30.
    31. 31.
    32. 32. Ethnography<br />E-ethnography<br />Netnography<br />Virtual Ethnography<br />Online Ethnography<br />?<br />
    33. 33.
    34. 34. Google Insights<br />
    35. 35. MySpace<br />
    36. 36. MySpace<br />Facebook<br />
    37. 37. MySpace<br />Facebook<br />Twitter<br />
    38. 38. 2005<br />2006<br />2007<br />2008<br />2009<br />
    39. 39.
    40. 40. X Factor<br />
    41. 41. X Factor<br />InSites Consulting & RTL Netherlands<br />
    42. 42. X Factor<br />InSites Consulting & RTL Netherlands<br />71,230<br />
    43. 43.
    44. 44.
    45. 45. Three Trends<br />
    46. 46. Three Trends<br />MROCS, e.g. 50-500<br />Insight driven<br />
    47. 47. Three Trends<br />MROCS, e.g. 50-500<br />Insight driven<br />Community Panels 5000+<br />ROI driven<br />
    48. 48. Three Trends<br />MROCS, e.g. 50-500<br />Insight driven<br />Community Panels 5000+<br />ROI driven<br />WE-Research<br />Citizen research<br />
    49. 49.
    50. 50.
    51. 51.
    52. 52.
    53. 53.
    54. 54.
    55. 55. Why Communities Growing?<br />
    56. 56. Why Communities Growing?<br />Because they are VERY fashionable<br />
    57. 57. Why Communities Growing?<br />Because they are VERY fashionable<br />They fit the ‘Listening’ meme<br />
    58. 58. Why Communities Growing?<br />Because they are VERY fashionable<br />They fit the ‘Listening’ meme<br />Brands are looking for something new<br />
    59. 59. Why Communities Growing?<br />Because they are VERY fashionable<br />They fit the ‘Listening’ meme<br />Brands are looking for something new<br />Traditional qual too slow, too expensive<br />
    60. 60. Why Communities Growing?<br />Because they are VERY fashionable<br />They fit the ‘Listening’ meme<br />Brands are looking for something new<br />Traditional qual too slow, too expensive<br />Quant too expensive, too thin, too boring<br />
    61. 61. Why Communities Growing?<br />Because they are VERY fashionable<br />They fit the ‘Listening’ meme<br />Brands are looking for something new<br />Traditional qual too slow, too expensive<br />Quant too expensive, too thin, too boring<br />MROCs are already bigger than online qual research (e.g. OLFGs, BBFGs, and IDIs)<br />
    62. 62. Why Communities Growing?<br />Because they are VERY fashionable<br />They fit the ‘Listening’ meme<br />Brands are looking for something new<br />Traditional qual too slow, too expensive<br />Quant too expensive, too thin, too boring<br />MROCs are already bigger than online qual research (e.g. OLFGs, BBFGs, and IDIs)<br />But, if something came along with better ROI or more sexy, it would take over<br />
    63. 63. 2010 Projection<br />
    64. 64. 2010 Projection<br />Demand<br />Strong growth in client demand for communities<br />
    65. 65. 2010 Projection<br />Demand<br />Strong growth in client demand for communities<br />Supply<br />Growth in number of software solutions<br />More agencies desperate to sell projects<br />
    66. 66. 2010 Projection<br />Demand<br />Strong growth in client demand for communities<br />Supply<br />Growth in number of software solutions<br />More agencies desperate to sell projects<br />Net<br />Supply exceeds demand<br />
    67. 67. From ME-ResearchTo WE-Research<br />
    68. 68.
    69. 69.
    70. 70.
    71. 71.
    72. 72. QualityEthicsEffectiveness<br />
    73. 73.
    74. 74.
    75. 75.
    76. 76.
    77. 77. A few thoughts<br />
    78. 78. A few thoughts<br />Online quant is busted!<br />
    79. 79. A few thoughts<br />Online quant is busted!<br />Online qual is tiny<br />
    80. 80. A few thoughts<br />Online quant is busted!<br />Online qual is tiny<br />Most social media research is qual<br />
    81. 81. A few thoughts<br />Online quant is busted!<br />Online qual is tiny<br />Most social media research is qual<br />(Some) quants don’t understand qual<br />
    82. 82. A few thoughts<br />Online quant is busted!<br />Online qual is tiny<br />Most social media research is qual<br />(Some) quants don’t understand qual<br />Brush up your ethnography<br />
    83. 83. A few thoughts<br />Online quant is busted!<br />Online qual is tiny<br />Most social media research is qual<br />(Some) quants don’t understand qual<br />Brush up your ethnography<br />Get connected<br />
    84. 84. Thank YouQuestions?<br />

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