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Research transformation creating the blueprint

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How the ARF is creating a blueprint for research transformation so insights can inspire better business futures

How the ARF is creating a blueprint for research transformation so insights can inspire better business futures

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  • 1. 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.
  • 2. 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
  • 3. 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
  • 4. 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
  • 5. 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
  • 6. 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
  • 7. 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
  • 8. 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
  • 9. 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
  • 10. 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: