!




    How organisations are
    considering their audience
    in business decisions
    Prepared for all participants...
Objective:




To explore how NZ organisations are learning about their
audience, and how they’re using the resulting info...
But really, it’s about NZ organisations
coming together:

   to   learn
   to   share
   to   enable
   to   inspire
   to...
More than 50 organisations shared our vision

Acland Holdings Limited (CITTA Design), ARANZ Medical Limited, Balle Bros Gr...
Every organisation that we spoke with
contributed something new and valuable




                                         5
The starting 10

   The number engaged in Insight R&D
   The most common methods
   Quant vs Qual
   How you are generatin...
#1



The number engaged
  in Insight R&D




                     7
Insight R&D                                 Quantitative
                                             research

          ...
Nearly all of you are engaged in
Insight R&D to some degree

   A mix of formal and informal

   Some invested heavily (an...
#2



The most common methods




                          10
The four most common methods of gaining
audience understanding

   Surveys

   Focus groups

   Having sales and support i...
Although lots of examples
of other kinds of research




                             12
#3



Quant vs Qual




                13
Quant vs Qual

   A lot of organisations use quant to answer most research questions

   A few supplement quant with some ...
“We can see trends through [quantitative]
     data, but it won’t tell us why.”
                                Sharon Dal...
“Qual is about finding the insights and
why. Quant is about finding the scale of
               the issue.”
              ...
“We only do quant if we need to validate
   what we’re doing... if we need to
       eliminate or reduce risk.”
          ...
It’s harder to get to the
heart of the matter with quant




                                 18
“It is always tempting to cast your net as
 widely as possible, thinking you can get
the biggest return. But it doesn’t us...
#4



How people are generating ideas




                                  20
For most, research is predominantly used...




                     For the evaluation of ideas not
                     ...
Ideas are often reactions to opportunities

   to new technology

   to new materials

   to new legislative requirements
...
Or reactions to issues...

    to customer complaints

    to cost cutting

    to competitor movements




              ...
A few of you...




generated new ideas by using audience understanding
to predict latent or future needs, or to make
incr...
“The companies that don’t [find out what
the customer needs], well, I think they’re
        risking their own future.”
   ...
#5



Insight R&D in the design process




                                    26
About half of you...




test concepts & prototypes when designing
and developing a product/service/campaign.




        ...
“How much we do and what we do,
depends on our brand proposition for that
 product. It depends on the consequences
       ...
#6



   The use of tools for
referencing your audience




                            29
About one third of you use tools to help you
reference your audience




Personas, mindsets, audience models,
segmentation...
For some, personas are created to
support specific product & service
      development projects




                      ...
CITTA Design: Winter 09, The Coopers




                                       32
A few of you want tools that help the
 whole organisation to work together to
   better serve your customer. Those
organis...
An audience model for use
throughout the organisation




                              34
#7



Managing the value of research




                                 35
Many of you...




are not happy with the way you
manage your research.




                                 36
Why?

  Most of you said you have a lot of under-utilised research reports sitting on your shelves

  Many find it hard to...
Cross-functional
        Maximise value               committee of 12
        of research



                             ...
“It isn’t the department’s money. It is
EECA’s money. So we can all have a say
 to ensure we get the most value out of
   ...
#8



   Touching base vs
engaging & collaborating




                           40
Most organisations are...




touching base with their audience




                                    41
Some are...




truly engaging with their
audience, and involving them.




                                42
Consulting, engaging and including young people




                                                  43
“Engaging with any audience requires
that you know the language they speak.”
                  Lorraine Gittings, Ministry...
#9



The value of front-line interactions




                                       45
The value of front-line interactions




            “We hold it up top, not laptop.”
                                   P...
You might want to ask yourself

   Do you value your front-line interactions?

   Are you collecting anecdotes and data?

...
#10



How audience understanding
influences business decisions




                                48
costs
                            timeframes

                                                                           a...
Audience understanding is valued highly by many




                                                  50
“If you know a little more about
‘people’, the tills will ring out more...
           day and night.”
                    ...
But several note that research
isn’t always the answer




                                 52
“A focus group can dilute the end result,
  especially if the brand is pushing the
     boundaries or embarking on new
ter...
“You need to research a certain amount,
but sometimes overruling the research has
 been the best decision we’ve ever made....
About half feel that you have to be particularly
focused on your audience during the recession




                       ...
“Now is when you absolutely have to
    listen to your customers.”
                         Mitch Cuevas, ecostore




   ...
Research papers
      ‘How to’ guides
     Magazine articles
http://blog.empathy.net.nz




                             57
thank you for listening
& most importantly for sharing.




                                  58
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How organisations are considering their audience in business decisions

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Empathy set out to explore how NZ organisations are learning about their audience, and how they’re using the resulting information to make business decisions.

We talked to 55 of New Zealand's best organisations, both private and public sector. This is what we found...

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How organisations are considering their audience in business decisions

  1. 1. ! How organisations are considering their audience in business decisions Prepared for all participants | 25 August 2009
  2. 2. Objective: To explore how NZ organisations are learning about their audience, and how they’re using the resulting information to make business decisions. 2
  3. 3. But really, it’s about NZ organisations coming together: to learn to share to enable to inspire to collaborate to grow stronger together. 3
  4. 4. More than 50 organisations shared our vision Acland Holdings Limited (CITTA Design), ARANZ Medical Limited, Balle Bros Group, Bendon, Biggie, Cadbury New Zealand, Christchurch City Council, City Market, Criterion Group Limited, DDB New Zealand, Direct Broking Limited, Ecostore, Energy Efficiency and Conservation Authority, Foodstuffs New Zealand Limited, Foot Science International Limited (Formthotics), Formway, Glidepath Group, Good Health Products Limited, Health Sponsorship Council, Holmes Solutions, Hospitality Standards Institute, Humanware Group, Industry Training Federation, Jenkin Timber Limited, Kiwibank, Les Mills International, Lion Nathan International, Loyalty New Zealand Limited, Macpac, Markhams, Meridian Energy, Ministry of Consumer Affairs, Ministry of Economic Development, Ministry of Transport, Ministry of Youth Development, Museum of New Zealand Te Papa Tongarewa, Natcoll Design Technology, National Institute of Management, New Zealand Defence Force (Army), New Zealand Post, PGG Wrightson Limited, Positively Wellington Tourism, Rembrandt Suits Limited, SALCOM Technologies, Southern Spars Sport & Recreation New Zealand (SPARC), Statistics New Zealand, Television New Zealand Limited (TVNZ), Tourism New Zealand, TOWER Limited, Unitec New Zealand, University of Canterbury, Wild at Heart - Wellington International Airport Limited, Wellnomics Limited 4
  5. 5. Every organisation that we spoke with contributed something new and valuable 5
  6. 6. The starting 10 The number engaged in Insight R&D The most common methods Quant vs Qual How you are generating ideas Insight R&D in the design process The use of tools for referencing your audience Managing the value of research Touching base vs engaging & collaborating The value of front-line interactions How audience understanding influences business decisions 6
  7. 7. #1 The number engaged in Insight R&D 7
  8. 8. Insight R&D Quantitative research Symposia Qualitative research Secondar y research Media Understanding Cultural Emotional People & Practice Social in Context Physical Motivations, Mindsets & Behaviours Cognitive Drive community change Inspire & infor m design Improve organisational perfor mance Build in-house capability Generate insights 8
  9. 9. Nearly all of you are engaged in Insight R&D to some degree A mix of formal and informal Some invested heavily (and some are not) Some value it highly (and some do not) 9
  10. 10. #2 The most common methods 10
  11. 11. The four most common methods of gaining audience understanding Surveys Focus groups Having sales and support interactions Analysing transactional data 11
  12. 12. Although lots of examples of other kinds of research 12
  13. 13. #3 Quant vs Qual 13
  14. 14. Quant vs Qual A lot of organisations use quant to answer most research questions A few supplement quant with some qual A few see clear differences in the benefits of quant and qual, and use them in different situations 14
  15. 15. “We can see trends through [quantitative] data, but it won’t tell us why.” Sharon Daly, TVNZ 15
  16. 16. “Qual is about finding the insights and why. Quant is about finding the scale of the issue.” Thinza Mon, DDB 16
  17. 17. “We only do quant if we need to validate what we’re doing... if we need to eliminate or reduce risk.” Jandi Shennan, Lion Nathan 17
  18. 18. It’s harder to get to the heart of the matter with quant 18
  19. 19. “It is always tempting to cast your net as widely as possible, thinking you can get the biggest return. But it doesn’t usually work. You end up making compromises that don’t really suit anyone.” Stewart Pegg, Humanware 19
  20. 20. #4 How people are generating ideas 20
  21. 21. For most, research is predominantly used... For the evaluation of ideas not the generation of ideas 21
  22. 22. Ideas are often reactions to opportunities to new technology to new materials to new legislative requirements to new partnerships 22
  23. 23. Or reactions to issues... to customer complaints to cost cutting to competitor movements 23
  24. 24. A few of you... generated new ideas by using audience understanding to predict latent or future needs, or to make incremental product improvements. 24
  25. 25. “The companies that don’t [find out what the customer needs], well, I think they’re risking their own future.” Mitch Cuevas, ecostore 25
  26. 26. #5 Insight R&D in the design process 26
  27. 27. About half of you... test concepts & prototypes when designing and developing a product/service/campaign. 27
  28. 28. “How much we do and what we do, depends on our brand proposition for that product. It depends on the consequences of failure.” Campbell Junior, Macpac 28
  29. 29. #6 The use of tools for referencing your audience 29
  30. 30. About one third of you use tools to help you reference your audience Personas, mindsets, audience models, segmentation models, design guidelines. 30
  31. 31. For some, personas are created to support specific product & service development projects 31
  32. 32. CITTA Design: Winter 09, The Coopers 32
  33. 33. A few of you want tools that help the whole organisation to work together to better serve your customer. Those organisations recognise that they need a holistic understanding of their audience. 33
  34. 34. An audience model for use throughout the organisation 34
  35. 35. #7 Managing the value of research 35
  36. 36. Many of you... are not happy with the way you manage your research. 36
  37. 37. Why? Most of you said you have a lot of under-utilised research reports sitting on your shelves Many find it hard to get sufficient funding for research, due to previous projects Many feel you don’t get value for money Many feel the findings are not translated into useful outcomes. 37
  38. 38. Cross-functional Maximise value committee of 12 of research Stage-gate process Maximise value of research research committee Rigorous debate Wiki of findings Monthly meetings 38
  39. 39. “It isn’t the department’s money. It is EECA’s money. So we can all have a say to ensure we get the most value out of the spend.” Dr Sea Rotmann, EECA 39
  40. 40. #8 Touching base vs engaging & collaborating 40
  41. 41. Most organisations are... touching base with their audience 41
  42. 42. Some are... truly engaging with their audience, and involving them. 42
  43. 43. Consulting, engaging and including young people 43
  44. 44. “Engaging with any audience requires that you know the language they speak.” Lorraine Gittings, Ministry of Youth Development 44
  45. 45. #9 The value of front-line interactions 45
  46. 46. The value of front-line interactions “We hold it up top, not laptop.” Permission pending 46
  47. 47. You might want to ask yourself Do you value your front-line interactions? Are you collecting anecdotes and data? Are you sharing information you collect? Are you using the information to uncover insights? 47
  48. 48. #10 How audience understanding influences business decisions 48
  49. 49. costs timeframes audience understanding and insight last year’s best sellers technical possibilities other stuff legislative requirements competitor activities organisation values organisation capability organisation goals 49
  50. 50. Audience understanding is valued highly by many 50
  51. 51. “If you know a little more about ‘people’, the tills will ring out more... day and night.” Andy Millard, SPARC 51
  52. 52. But several note that research isn’t always the answer 52
  53. 53. “A focus group can dilute the end result, especially if the brand is pushing the boundaries or embarking on new territory. The Elle Macpherson intimates brand is about Elle and her tastes and desires. There really is no point in getting a focus group involved!” Elizabeth Thomas, Bendon 53
  54. 54. “You need to research a certain amount, but sometimes overruling the research has been the best decision we’ve ever made.” Chris Lamers, Loyalty New Zealand 54
  55. 55. About half feel that you have to be particularly focused on your audience during the recession 55
  56. 56. “Now is when you absolutely have to listen to your customers.” Mitch Cuevas, ecostore 56
  57. 57. Research papers ‘How to’ guides Magazine articles http://blog.empathy.net.nz 57
  58. 58. thank you for listening & most importantly for sharing. 58

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