Your SlideShare is downloading. ×
15 innovation at the margins simon chadwickn cambiar
Upcoming SlideShare
Loading in...5

Thanks for flagging this SlideShare!

Oops! An error has occurred.

Saving this for later? Get the SlideShare app to save on your phone or tablet. Read anywhere, anytime – even offline.
Text the download link to your phone
Standard text messaging rates apply

15 innovation at the margins simon chadwickn cambiar


Published on

Congreso AMAI 2009

Congreso AMAI 2009

Published in: Business

1 Like
  • Be the first to comment

No Downloads
Total Views
On Slideshare
From Embeds
Number of Embeds
Embeds 0
No embeds

Report content
Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

No notes for slide


  • 1. Innovation at the Margins Simon Chadwick AMAI Annual Conference Mexico City, September 2009
  • 2. Innovation successful introduction of something ► “The new and useful” ► Change, departure, introduction, invention, novelty
  • 3. “Innovation comes from the margins” Shari Morwood, IBM October, 2006
  • 4. How easy is it to innovate?
  • 5. The difference between larger and smaller companies ► Larger companies:  Innovation requires process ► Business plans, research, approvals, committees, testing, RoI  Many ideas battling for resources  Capital access is a competition with all the other needs of the business  Often easier to acquire a successful start-up ► Smaller companies:  Often start-ups  Innovation is the reason for being – one BIG IDEA!  Access to capital (private equity or venture capital)  Rapid iteration in the market  Failure baked in as a necessity for success
  • 6. Do large MR companies innovate? ► Yes!  Research International: MicroTest  Millward Brown: BrandZ, Link  GfK: Outdoor media monitoring  Arbitron: PPM ► BUT:the majority of large company new products come from acquisition
  • 7. Examples of acquired innovation Acquiring Acquired Acquired Company Company Innovation Kantar MaPS Brand Tracking IPSOS Livra Communities GfK Arbor Brand Tracking Nielsen Buzzback WOM Passive TNS Compete measurement
  • 8. Why do large companies acquire innovation? ► Because innovation is occurring on a larger scale and at a faster pace than at any time in our industry’s history ► Larger companies innovate at a slower pace – therefore risk being overtaken by “disruptive technologies” ► “If you can’t beat them, eat them”
  • 9. Disruptive Technology
  • 10. Why so much disruptive innovation today? ► Technology  Internet  Social Media ► Popular “new ideas” books  E.g. “Wisdom of Crowds”, “Tipping Point”, “Freakonomics” ► Pre-recession availability of capital
  • 11. Some examples
  • 12. Technology: Qualitative
  • 13. Technology: Integrated Qual/Quant Research>!mpact Optimum!nsight
  • 14. Technology: Shopper Insights
  • 15. 3d C-Store
  • 16. Technology: Online Sample Providing online sample direct from Social Media
  • 17. Technology: Communities Researcher Listening Surveying Participant Participant Observing
  • 18. New Ideas: Wisdom of Crowds
  • 19. Galton’s surprise findings collective actual guess weight = = 1197 lbs 1198 lbs
  • 20. IEM - The original Predictive Market X 656 Polls ¾ (1988 - 2008)
  • 21. Use of Predictive Markets ► Concept Testing ► Political polling ► Integrated product testing ► Ad testing More accurate than probability-based tests
  • 22. New Ideas: Integrated Research
  • 23. Summary ► Availability of capital + popular new ideas + technology = the most productive era ever in research for “Innovation at the Margins” ► Large companies will copy and will acquire these innovations so that they enter the mainstream ► Many will result in profound changes to what we today regard as “market research”
  • 24. Thank you!