The future of market research

The Next Market Research
University of Reykjavík
Course: Market Research
Speaker: Gunnar Hólmsteinn
4. Mars 2009

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.

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

You’re
?
?
?
?

Are today’s methods sufficient for defining your brand?

Consumer Power
The Internet Arrives
Time

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

Trend number one
A shift in where content is created and served

Audience
REACH and TOUCH
TARGET RATING POINTS AUDIENCE MEASUREMENT LISTENERSHIP MEDIA RESEARCH VIEWING HABITS MEDIA MARKET TELEVISION MARKET AREA DESIGNATED MARKET AREA

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

Trend number two
Involve your community

Message

Conversation
EA Sports Case Study
http://www.youtube.com/watch?v=FZ1st1Vw2kY

Tone
Mass Media
Passive
One-way
Mass-Marketing
Message
User Generated Content
Active
Two-Way
Narrowcasting
Conversation

The less control a company has over it's marketing message, the greater it's credibility”
“
The Economist

Trend number three
Join your customers in a conversation

Conversation
Realizing the power of word-of-mouth

How can youpossibly measure this this?

Ask?
Have a seat...
How do you feel,
about our product?

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

If I had asked people what they wanted, I would have built a faster horse.”
“
Henry Ford

Listen!

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

Trend number four
From asking to listening

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.

Skate to where the puck is going to be, not where it has been.
- Wayne Gretzky

Contact me!
Gunnar Hólmsteinn
t. +354 664-3730
e. gunnar@clara.is

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The future of market research

by Gunnar Hólmsteinn on Sep 21, 2009

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The future of market research — Presentation Transcript