The Need for Brave Research Joel Rubinson Chief Research Officer, The ARF June 2008 I welcome your feedback! [email_address] follow me on twitter: @joelrubinson

We’re Hearing It’s a Brave New Marketing World! 1. Consumers in control; the marketer’s mindset has changed “ we don’t advertise”; everything we do is a dialogue with the consumer” “ we create contagious conversations” “ the interrupt and repeat model is dead” “ The mass media blast comes last. The first thing we do is find passionate affinity groups and then we learn what entertainment, networks, and websites they turn to. We then run events. We use TV but it comes last.” “ Consumers can now go anywhere they like on the long-tail of a highly fragmented media landscape.” TV viewership, especially for leading shows is down by an alarming percentage. “ You can no longer achieve desired reach from one platform” “ Given media fragmentation, the only place I can find all of my customers is at retail; shopper marketing will become huge for us in the coming years”.

1. Consumers in control; the marketer’s mindset has changed

“ we don’t advertise”; everything we do is a dialogue with the consumer”

“ we create contagious conversations”

“ the interrupt and repeat model is dead”

“ The mass media blast comes last. The first thing we do is find passionate affinity groups and then we learn what entertainment, networks, and websites they turn to. We then run events. We use TV but it comes last.”

“ Consumers can now go anywhere they like on the long-tail of a highly fragmented media landscape.” TV viewership, especially for leading shows is down by an alarming percentage.

“ You can no longer achieve desired reach from one platform”

“ Given media fragmentation, the only place I can find all of my customers is at retail; shopper marketing will become huge for us in the coming years”.

“ C”* Changes 1. Consumers in control; the marketer’s mindset has changed 2. Media fragmentation and multi-platform media consumption have led media decisions to become strategic first and tactical second; increasingly, media agencies are beginning to take the strategy lead 3. “Media property across platform” is becoming a new organizing principle 4. TV goes interactive and targetable 5. Location, location, location (mobile, buying local ads, shopper marketing) 6. Behavioral analytics, blending research and new forms of target marketing, becomes a dominant force. Proofpoint: ESPN re-org. 7. Building a better planet (organics, environment, social consciousness) 8. Diversity/Multi-cultural 9. New insights from neuro-science about the interplay and sequencing of emotion and rational thought in the consumer mind 10. Increasing power of retailers and the rise of store brands 11. Rediscovering the constants (human universals) *for Consumer/Customer Which of these are having the biggest impact on your marketing strategies (or those of your clients)?

1. Consumers in control; the marketer’s mindset has changed

2. Media fragmentation and multi-platform media consumption have led media decisions to become strategic first and tactical second; increasingly, media agencies are beginning to take the strategy lead

3. “Media property across platform” is becoming a new organizing principle

4. TV goes interactive and targetable

5. Location, location, location (mobile, buying local ads, shopper marketing)

6. Behavioral analytics, blending research and new forms of target marketing, becomes a dominant force. Proofpoint: ESPN re-org.

7. Building a better planet (organics, environment, social consciousness)

8. Diversity/Multi-cultural

9. New insights from neuro-science about the interplay and sequencing of emotion and rational thought in the consumer mind

10. Increasing power of retailers and the rise of store brands

11. Rediscovering the constants (human universals)

New Marketing Questions = New Measurement Challenges 1. Cross-media measurement 2. Measuring ROMI 3. Setting new standards and rules for online data quality 4. How to measure emotional response from brand communication 5. How to measure engaged customer/brand relationships 7. Shopper insights 8. Improving on the high rate of new product failure 9. Relevance of Research to marketing decision-making Which of these are having the biggest impact on your research practices (or offerings)?

1. Cross-media measurement

2. Measuring ROMI

3. Setting new standards and rules for online data quality

4. How to measure emotional response from brand communication

5. How to measure engaged customer/brand relationships

7. Shopper insights

8. Improving on the high rate of new product failure

9. Relevance of Research to marketing decision-making

“ Making Market Research Cool” April 28, 2008 Math, analytics and research are the bases upon which the major marketing success stories of the past decade largely have been built and fortunes made Procter & Gamble Co.'s Chairman-CEO A.G. Lafley has, in a similar manner, made research not exactly cool but "beyond cool," as Mr. Rubinson puts it, by personally doing home visits and shop-alongs regularly and requiring his top managers to do so as well. But research's real route to cool might be on Facebook, MySpace, YouTube ... "ARF is really getting into word-of-mouth, and that's a great development," said Pete Blackshaw, exec VP-strategic services for Nielsen Online.

“ The future arrives unannounced.” – George Will “ It’s Research’s job to make sure that the future does NOT arrive unannounced.” – Joel’s humble modification

And then we need to be brave…

Brave Research New sources of insights “ listening” to naturally occurring conversations and prediction experiments Deep study (metaphors, executives living with customers) Virtual environments Non-verbal questioning approaches “ genetic” innovation methods Turning to the sciences Social sciences (cognitive psychology, anthropology, sociology) Attempts to measure emotional response in non-verbal ways Neuroscience Biometrics Economics Experimental design Data integration Integrated viewing and sales data Data fusion New media metrics STB; gives second by second viewing Fusion to get at 3-screen viewing Metrics for shopper marketing Program engagement Advanced analytics Behavioral analytics on massive datasets (rather than demographics) driving targetable messaging Data mining of customer databases Bayesian math

New sources of insights

“ listening” to naturally occurring conversations and prediction experiments

Deep study (metaphors, executives living with customers)

Virtual environments

Non-verbal questioning approaches

“ genetic” innovation methods

Turning to the sciences

Social sciences (cognitive psychology, anthropology, sociology)

Attempts to measure emotional response in non-verbal ways

Neuroscience

Biometrics

Economics

Experimental design

Data integration

Integrated viewing and sales data

Data fusion

New media metrics

STB; gives second by second viewing

Fusion to get at 3-screen viewing

Metrics for shopper marketing

Program engagement

Advanced analytics

Behavioral analytics on massive datasets (rather than demographics) driving targetable messaging

Data mining of customer databases

Bayesian math

The ARF is an Agent for Change The ARF offers a collaborative thought-leadership environment where members invest time to: Get ahead of the curve Be fast adopters of innovation Stimulate ideas about creating marketing success Feel a sense of professional pride and accomplishment… that what we do matters Initiatives Engagement and emotional response to advertising Event marketing WOM “ Listening” to naturally-occurring conversations Why Do The Marketing/Media/Research Communities Turn To The ARF?

The ARF offers a collaborative thought-leadership environment where members invest time to:

Get ahead of the curve

Be fast adopters of innovation

Stimulate ideas about creating marketing success

Feel a sense of professional pride and accomplishment… that what we do matters

Initiatives

Engagement and emotional response to advertising

Event marketing

WOM

“ Listening” to naturally-occurring conversations

Helping to Equip You For a Brave New Marketing World Industry councils, conferences, initiatives, white papers, knowledge dissemination via our website and the Roy Morgan Information Center Innovation Drive awareness of unmet needs Solicit innovation Test and evaluate new methods to enable fast adoption Research reviews Knowledge State of the industry Industry practices surveys and reports State of the Art reviews Research Profession Research excellence standards Re-establishing the career path Professional standards

Drive awareness of unmet needs

Solicit innovation

Test and evaluate new methods to enable fast adoption

Research reviews

State of the industry

Industry practices surveys and reports

State of the Art reviews

Research excellence standards

Re-establishing the career path

Professional standards

ARF Councils and Potential Evolution Councils should reflect the industry’s most pressing priorities Any member can attend any (and all council meetings) 2-3 hours or presentations that represent leading edge stuff! It’s a master class! 360 media and marketing Audio Advertising Effectiveness Engagement Experiential Marketing Multicultural Research Digital Media Online Research Quality (ORQC) Print Research Shopper Insights Video Electronic Media (VEMC) Youth Research

Councils should reflect the industry’s most pressing priorities

Any member can attend any (and all council meetings)

2-3 hours or presentations that represent leading edge stuff! It’s a master class!

360 media and marketing

Audio

Advertising Effectiveness

Engagement

Experiential Marketing

Multicultural Research

Digital Media

Online Research Quality (ORQC)

Print Research

Shopper Insights

Video Electronic Media (VEMC)

Youth Research

Now it’s your turn! Questions…suggestions…critiques…how can we maximize the value of the ARF to you? [email_address] www.rubinson.wordpress.com follow me on twitter; @joelrubinson