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The future of market research

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  • + gunniho Gunnar Hólmsteinn 2 months ago
    Hi Ramjeevan,

    Just hit ’Get File’ in the upper left corner. Enjoy!

    The best,
    Gunnar Holmsteinn
  • + ramjeevan ramjeevan 2 months ago
    hi, frnds hw r u
    i wann ppt than wt i do plz repl
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Notes on slide 1

A few words about myself. My Marketing Experience comes mostly from my job at CLARA, which I will tell you more about later on. But also as a brand manager and then a market researcher for the Coca-Cola Company.

Can I see hands? How many of you have worked in Marketing?How many of you have worked in Branding?

The question I would like to go over here is this, Are today’s methods sufficient for define your brand?

Now each and everyone has the opportunity to tell millions and millions.The Internet is extremely efficient in shifting information from those who have it, to those who don’t

We have waves after waves of User Generated Content hitting us.In the last 30 years the effect of word of mouth has gone from 67% to 92%.

How does this shift affect the way we think of measuring?We have all these means, and many more, to track the progress of our advertiesmetns, but do we have any ways of truly knowing how our message affected the audience?Traditional Market Research was like a tiny window into the minds of the Audience

When looking at Barack’s Obama campaign from a Marketing Perspective. He did some truly interesting stuff.He created a way for each and every one of his supporters to take a part in his campaign, in as much of a way as they felt likeHe made it easy to be found, and for others to forward, share and act.He channelled online enthusiasm into specific, targeted activities that further the campaign’s goals As well as integrating online advocacy into every element of his campaign.This generated 400,000 blog posts solely at MyBarackObama.com

A fan video was posted on youtube where a glitch was noticedBe replying; EA Sports acknowledged that they engage their costumers, they are listening to what they are sayingOR – You could also think that EA Sports did all of this on their own. That they placed the first video online, ready with a great ,,comeback”. What do you guys think?

The tone is no longer passive, one-way, broadcast of your message to your audienceInstead it’s an active, two-way, conversation between you and your loved ones, the customers.

So that brings us to trend number threeConversation marketing requires a completely different set of skills than those which have dominated the marketing profession for the last two generations. It means throwing out the spreadsheets and the mailing lists. It means ditching terms like "reach", "frequency", "impressions" and "click-through rates". It means understanding who your customers are, who influences them and how to engage with those influencers. It means exchanging information, not delivering a message.

 When people are surveyed, the market researcher makes the respondents make up their mind on the spot,Do they truly think that way?Are they trying to please someone or rebel against something? Who knows?

This is summarized in a great quote, which exemplifies the limits of focus groups, surveyed methods and in a way the method of Traditional Market Research

Wouldn’t it just be better listen?What does it mean to listen?Get to know your customer, - what they are talking about? - Are you targeting the right customers - Is your product the right one for the costumers you are targeting - what are people complaining about? - the service? - the look- are people trying to help you without your knowledge?

So trend number four.

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The future of market research - Presentation Transcript

  1. The Next Market Research
    University of Reykjavík
    Course: Market Research
    Speaker: Gunnar Hólmsteinn
    4. Mars 2009
  2. Where we are going
    Brand
    Trend number one
    Trend number two
    Trend number three
    Trend number four
    CLARA
    ?
    From the mass media to you.
    From the audience to involvemet.
    From a message to a conversation.
    From asking to listening.
  3. I’m
    CEO at CLARA
    Project Manager for a full 3-year research grant at Icelandic Center for Research
    Brand Manager and Market Researcher at The Coca-Cola Company
    Studying Industrial Engineering and Entrepreneurial Business
  4. You’re
    ?
    ?
    ?
    ?
  6. Are today’s methods sufficient for defining your brand?
  7. Consumer Power
    The Internet Arrives
    Time
  8. Consumer Power
    The Internet Arrives
    Time
  9. Format
    Mass Media
    TVC
    Radio Spot
    Press Ad
    Poster
    Billboard
    Classified Ad
    Transit Ad
    User Generated Content
    Video Blog
    Podcasting
    Blog
    RSS
    Rich Media
    Craigs List
    Viral
    Email
    Wiki
  10. Trend number one
    A shift in where content is created and served
  11. Audience
    REACH and TOUCH
    TARGET RATING POINTS AUDIENCE MEASUREMENT LISTENERSHIP MEDIA RESEARCH VIEWING HABITS MEDIA MARKET TELEVISION MARKET AREA DESIGNATED MARKET AREA
  12. Involving the community
    Barack Obama Case Study
    Social
    • Create a profile
    • Post a comment
    • Make a donation
    • Sign up for e-mail/sms
    • Friend on social Network
    • Recruit others to donate
    • Host an event
    • Create a group
    • Post pictures, videos
    • Write a blog post
    • Join a group
    Personal
    Advocate
    Edelman, 2009
  13. Trend number two
    Involve your community
  14. Message
  15. Conversation
    EA Sports Case Study
    http://www.youtube.com/watch?v=FZ1st1Vw2kY
  16. Tone
    Mass Media
    Passive
    One-way
    Mass-Marketing
    Message
    User Generated Content
    Active
    Two-Way
    Narrowcasting
    Conversation
  17. The less control a company has over it's marketing message, the greater it's credibility”
    “
    The Economist
  18. Trend number three
    Join your customers in a conversation
  19. Conversation
    Realizing the power of word-of-mouth
  20. How can youpossibly measure this this?
  21. Ask?
    Have a seat...
    How do you feel,
    about our product?
  22. It's really hard to design products by focus groups. A lot of times, people don't know what they want until you show it to them.”
    “
    Steve Jobs
    Co-Founder, Chairman & CEO
    Apple
    May 1998
  23. If I had asked people what they wanted, I would have built a faster horse.”
    “
    Henry Ford
  24. Listen!
  25. We don’t ask consumers what they want. They don’t know. Instead we apply our brain power to what they need, and will want, then make sure we’re there, ready”
    “
    Akio Morita
    Co-Founder
    Sony Corporation
  26. Trend number four
    From asking to listening
  27. Where we’ve been
    Brand
    Trend number one
    Trend number two
    Trend number three
    Trend number four
    From the mass media to you.
    From the audience to involvemet.
    From a message to a conversation.
    From asking to listening.
  30. Skate to where the puck is going to be, not where it has been.
    - Wayne Gretzky
  31. Contact me!
    Gunnar Hólmsteinn
    t. +354 664-3730
    e. gunnar@clara.is

+ Gunnar HólmsteinnGunnar Hólmsteinn, 2 months ago

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