Research transformation creating the blueprint

Joel Rubinson, Chief Research Officer The Advertising Research Foundation E-mail: joel@thearf.org Twitter: @joelrubinson Blog: blog.joelrubinson.net Six must-haves for insights to create business value.

Research transformation: from point A to point B
Inspiring better business futures, by enabling organizations to bring value to daily lives, through continuous learning, listening and translating people and markets
Marketing Research Tomorrow
Visionary leadership
Courage to take a stand
Driving strategy
Demonstrated business impact
Answers research questions with technical proficiency
Sometimes discretionary
Inconsistent impact on strategy
Research Transformation – April 22, 2010 Marketing Research Today

Insights value creation
All layers are needed or
the “wedding cake” falls
apart and insights will
NOT deliver value to the
enterprise
Bring humans to life Putting humans at the center Delight people by adding value to daily life 6 Must Haves – April, 26, 2010 Communication Storytelling Inspiring Better Business Futures Craftsmanship - Science - Synthesis Data Feeds Taking a Stand

Insights Value Creation Model Ungrounded opinions rather than fact-based insights. Without data you get… 6 Must Haves – April, 26, 2010 Communication Storytelling Inspiring Better Business Futures Craftsmanship - Science - Synthesis Taking a Stand

Without science you get… Insights Value Creation Model Facts without framework; not insights. 6 Must Haves – April, 26, 2010 Communication Storytelling Inspiring Better Business Futures Synthesis Data Feeds Taking a Stand

Without synthesis you get… Insights Value Creation Model No single “Aha moment” that changes strategy. 6 Must Haves – April, 26, 2010 Communication Storytelling Inspiring Better Business Futures Craftsmanship - Science - Data Feeds Taking a Stand

Without storytelling you get… Insights Value Creation Model No lasting impact on organizational thinking. 6 Must Haves – April, 26, 2010 Inspiring Better Business Futures Craftsmanship - Science - Synthesis Data Feeds Taking a Stand

Without taking a stand you get… Insights Value Creation Model A lack of courage & conviction needed to drive insights to action. 6 Must Haves – April, 26, 2010 Communication Storytelling Inspiring Better Business Futures Craftsmanship - Science - Synthesis Data Feeds

Without inspiring better business futures you get… Insights Value Creation Model No business impact. 6 Must Haves – April, 26, 2010 Communication Storytelling Craftsmanship - Science - Synthesis Data Feeds Taking a Stand

The ARF Research Transformation Super-Council: Leaders Co-Chairs: Donna Goldfarb (Unilever), Susan Wagner (Johnson & Johnson), Joel Rubinson (ARF) 6 Must Haves – April, 26, 2010 The following research and insights leaders have committed to leading the creation of the research transformation blueprint via the ARF:

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Research transformation creating the blueprint

by joel rubinson on Apr 26, 2010

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