Marketing Research & CMO
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  • 1. Marketing Research & The CMOBarry OoiPresident, MRSM14th June 2012,Matrade Centre, KL
  • 2. Content of presentation1. Marketing research UNUSUAL2. Marketing information REALITY on the ground3. Mitigating RISK in marketing research4. The new marketing METRICS Page 2
  • 3. New sources of data currency have emerged Existing “Currency” Emerging/New “Currency” Adex & TV Rating Online Audience Retail Measurement Measurement Consumer Sentiment Digital Life Survey Web Visitors Online Audience World Panel Measurement IT, Internet, Consumer Ad & Brand Tacking Electronics, Mobile, Software & Telco Consumer Durables Social Media & Digital Optical Panel Analytics MediaBanc JD Powers IDC Page 3
  • 4. New research toolkit Consumer Listening Post - monitoring consumers comments, opinions and complaints via social media sites MROC (market research online communities) - consumer panel using social media platform Neuro-Science - techniques using eye tracking, brain-scan, facial imaging; to gauge consumers response to various stimuli Mobile - research done on a mobile phone or mobile device Page 4
  • 5. 1. Listening post the internet identifying the data retrieval sources 600 tweets 700 FB messages per second per second1. How much buzz is happening?2. What are consumers posting?3. What’s driving the conversation? social media4. Feedback on analytics qualitative & quantitative marketing campaign Page 5
  • 6. 2. MROC (market research online) community) Branded Community# create your private, branded online community using a proprietary platformHandpicked Participants# select and recruit communities that fits into your target profileStart Conversation# scriptFacilitated# daily / weekly# ask about concepts or generate ideasContinuous# does not end with just one project Page 6
  • 7. 2. MROC (market research online community)Sample of activity dialogue Week Activity / Topic Warm up. Say hi. Get members to talk about their background and introduce themselves to the community. Ask related topics one eg. ask them about their favourite mobile device Build profile Get them to build their own profile. This is to encourage connection and ensure that they stay on the community Leisure time This is an activity to get into their spare time activities and why they choose to spend their time that way Circle of friends two Get to know who they hang out with and what they do as a group Style Coud ask them to desribe about their sense of style. Page 7
  • 8. 3. Neuroscience ● Neural explaination to consumer behaviour ● What the brain can tell us when consumers are not able or are not willing to ● Few techniques: 1) Eye Tracking, 2) Brain Scan 3) Facial Imaging (biometrics) Page 8
  • 9. 3. Neuroscience – Eye Tracking Technique ● Measurement of eye activity – how the pupil reacts to various stimuli ● Where do we look? What do we ignore? When do we blink? Page 9
  • 10. Interpreting eye tracking data• Analyse visual path of consumers• Each eye data observation is translated into a set of pixel coordinates.• Presence or absence of eye data points in different screen areas can be examined; • which features are seen • when it captures the consumers attention • what was overlooked Page 10
  • 11. 3. Neuroscience – Brain Scanning ● Unveiling the brain’s inner secrets; assessing the nooks and crannies of the subconscious ● Device picks up electrical waves from the brain as they relate to emotion, memory and attention from specific areas of the brain Page 11
  • 12. 3. Brain Scanning - Applications Product development Ad test Corporate identity Page 12
  • 13. 3. Neuroscience – Facial Imaging ● Artificial intelligence detects facial muscles ● 143 micro facial movements. Machine learning system is used to decode facial behaviour Page 13
  • 14. 3. Facial Imaging - ApplicationCourtesy from: nViso SA / Gordon & McCallum Page 14
  • 15. 4. Mobile ● Passive data capture ● Behavioural data without asking questions Page 15
  • 16. 4. Mobile – right conditionsHardware & Network Mobile Mobile Socialisation Software Connectivity Centricity Penetration Mobile Research EcoSystem Page 16
  • 17. 4. Mobile – increasing use of phones as 1st screen Page 17
  • 18. Marketing research – the REALITY Most MR spending is still on existing methodologies and techniques WHAT’S HOLDING UP MR AGENCIES CLIENTS TECHNOLOGY NEW DOMAIN1. “Crossing 1. Legitimate 1. Limited 1. Big data the chasm” concerns providers skills2. Inherent 2. Tolerance 2. Technology 2. Synthesis methodology level of risk only 3. Chief Info. culture3. Right talent Officer? 3. Budgetary4. CAPEX mindset BUZZ WORDS? Page 18
  • 19. Marketing research – emerging REALITYVenture Capitalist Investments in 2011 Mobile Research US$53 million Online Ad Measurement Passive Methods US$46 million US$26 million Online Communities US$20 million Digital Marketing Measurement US$20 millionSource: Cambiar Capital Funding Page 19
  • 20. Mitigating the risk in marketing research Pro-Active Approach Value Adding Approach• Clear sets of objectives • Focus is on business &• Appoint the right marketing decisions research agency • Working with the• Ensure QC’s checks are selected research in place agency• Monitor fieldwork and • Own MR domain skills timelines • Research that inspires• Ensure clear deliverables action• Get involve in the analysis and findings Page 20
  • 21. New marketing metrics Source: Chief Marketer, 2011 Interactive Marketing Survey; May, 2011 Is your MR budget consistent with this trend? Is your MR budget derived as a % of marketing expense? Page 21
  • 22. Thank Youbarryooi@mrsm.org.mybooi@boc.com.my