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15 innovation at the margins simon chadwickn cambiar

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Congreso AMAI 2009

Congreso AMAI 2009

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  • 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!

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