Rethinking the Conventions of Market Research	Brian Jones, Director Client SolutionsConsumer Practice <br />June 9, 2010<b...
About Opinion Research Corporation<br /><ul><li>Since 1938 ORC has been trusted by business leaders to generate objective ...
Our core suite of research capabilities includes: Market Research, Strategic Intelligence and On-Demand/Secondary Research...
We are the market research industry’s only Global Boutique- with offices across the US, Europe, and Asia Pacific regions, ...
We are a proud member of the infoGROUP family of companies, a $750M global enterprise.</li></ul>2<br />
Our Global Presence: Worldwide Locations<br />Americas:<br /><ul><li>Princeton
New York City
Boston
Washington D.C.
Chicago
Toledo
Seattle
Omaha
Chicago
Minneapolis</li></ul>Asia:<br /><ul><li>Sydney
Melbourne
Singapore
Kuala Lumpur
Hong Kong
Shanghai</li></ul>Europe:<br /><ul><li>London
Manchester</li></ul>Global Recognition<br />Founding Member<br />3<br />
Industry and Representative Client List<br />Our investments in multiple industries allow for deep, broad, and cross-secto...
On-Demand Research:<br />On-demand access to a dedicated research team that quickly provides the insights and knowledge yo...
Levels of Research and Intelligence<br />High<br />PRIMARY RESEARCH <br />Cost<br />Custom Market Research, CI, and NPD/In...
Secondary Research<br />Trends, Competitors, Published Realm<br />June 14, 2006<br />
On-Demand Business Research Introduction<br />	We help clients meet demanding timelines by getting information when and ho...
Tap into the brainpower of 100+ full time research analysts
Expert navigation of a multitude of industry and functional data sources</li></ul>Guideline’s On-Demand Research Capabilit...
Industry & Technology Trend Analysis
Expert Consulting
Supplier Research
Document Delivery
Market & Industry research
Competitor Research
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Rethinking The Conventions Of Market Research_Orc Consumer Deck presented to AMA 6-9-2010

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As the methods to access consumer trends and behavioral data continue to expand at a blinding pace, marketers are faced with new challenges to innovate product offerings, find whitespaces, and capitalize on opportunities with ever increasing speed. &quot;Rethinking The Conventions Of Market Research&quot; Brian Jones presented to the American Marketing Association on 6-9-2010.

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  • Companies oftendon’t have the tools time or money to get to a HIGH level of being informed in this grid- so will start at a higher level
  • Clients often have to guess which external source is rightBuying from many sources is too cost and time intensive to be practical
  • Rethinking The Conventions Of Market Research_Orc Consumer Deck presented to AMA 6-9-2010

    1. 1. Rethinking the Conventions of Market Research Brian Jones, Director Client SolutionsConsumer Practice <br />June 9, 2010<br />
    2. 2. About Opinion Research Corporation<br /><ul><li>Since 1938 ORC has been trusted by business leaders to generate objective and actionable information by leveraging customized research and analysis to capitalize on market opportunities and guide decision making.
    3. 3. Our core suite of research capabilities includes: Market Research, Strategic Intelligence and On-Demand/Secondary Research- we are unique in our ability to seamlessly blend these offerings
    4. 4. We are the market research industry’s only Global Boutique- with offices across the US, Europe, and Asia Pacific regions, we combine global presence with local service to provide far-reaching expertise and anextensive breadth of research solutions.
    5. 5. We are a proud member of the infoGROUP family of companies, a $750M global enterprise.</li></ul>2<br />
    6. 6. Our Global Presence: Worldwide Locations<br />Americas:<br /><ul><li>Princeton
    7. 7. New York City
    8. 8. Boston
    9. 9. Washington D.C.
    10. 10. Chicago
    11. 11. Toledo
    12. 12. Seattle
    13. 13. Omaha
    14. 14. Chicago
    15. 15. Minneapolis</li></ul>Asia:<br /><ul><li>Sydney
    16. 16. Melbourne
    17. 17. Singapore
    18. 18. Kuala Lumpur
    19. 19. Hong Kong
    20. 20. Shanghai</li></ul>Europe:<br /><ul><li>London
    21. 21. Manchester</li></ul>Global Recognition<br />Founding Member<br />3<br />
    22. 22. Industry and Representative Client List<br />Our investments in multiple industries allow for deep, broad, and cross-sector insights<br />Personal Care & Household Products<br />Clorox<br />S.C. Johnson<br />Chanel, Inc. <br />Colgate-Palmolive Company<br />L'Oreal USA, Inc.<br />Norelco <br />Revlon Inc. <br />Henkel Corporation <br />Consumer Products& Retailing<br />Best Buy Companies,<br />Coach, Inc. <br />Fisher-Price <br />Lands’ End <br />Neiman Marcus Group <br />Norelco <br />QVC, Inc. <br />RadioShack <br />Sears Roebuck & Company <br />Advertising, PublicRelations & Promotion<br />Ogilvy & Mather Worldwide<br />Saatchi & Saatchi DFS<br />Grey Worldwide<br />Cline Davis & Mann, Inc.<br />Draft Worldwide<br />Euro RSCG Worldwide<br />Harte Hanks Direct Marketing<br />J. Brown/LMC Group<br />Porter Novelli International<br />Media & Entertainment<br />CBS Broadcast Group<br />Disney<br />MTV Networks<br />ESPN Magazine<br />Blockbuster<br />Los Angeles Times<br />National Basketball Association<br />The New York Times<br />Food & Beverages<br />Unilever<br />Dole Food Company<br />General Mills, Inc.<br />H.J. Heinz Co.<br />Jim Beam Brands Company<br />Kraft<br />Birds Eye Foods<br />Healthcare & Pharmaceutical<br />GlaxoSmithKline<br />Bayer Corporation<br />American Heart Association<br />Barr Pharmaceuticals<br />Daiichi Pharmaceutical Corp.<br />IMS Health<br />Ortho-Clinical Diagnostics<br />Software, Electronics& Telecommunications<br />AOL <br />BellSouth Corporation <br />IBM<br />Intuit, Inc. <br />iVillage<br />Motorola, Inc. <br />Novellus<br />Chemical & Energy<br />Dow Chemical<br />BP<br />Cabot<br />Georgia Pacific<br />FMC<br />Avery Dennison<br />Church & Dwight<br />MeadWestvaco<br />Financial & Business Services<br />Capital One Finance<br />Charles Schwab & Company<br />Deutsche Bank<br />Fidelity Investments<br />J.P. Morgan Chase<br />KPMG, LLP<br />Visa USA<br />Industrial<br />General Electric <br />John Deere<br />Armstrong<br />W. L. Gore<br />Master Lock<br />High Industries<br />Masco<br />Alcoa<br />Briggs and Stratton<br />4<br />
    23. 23. On-Demand Research:<br />On-demand access to a dedicated research team that quickly provides the insights and knowledge you need to track competitors, markets, technology and new opportunities.<br />Diverse Methodologies<br />Strategic Intelligence:<br />Insightful intelligence ethically obtained from unpublished sources, industry experts, market watchers and from actual market players who know the companies you want to understand.<br />Custom Market Research:<br />In-depth custom research and strategic consulting through advanced interviewing and analytical techniques.<br />Our Research Vehicles<br />5<br />
    24. 24. Levels of Research and Intelligence<br />High<br />PRIMARY RESEARCH <br />Cost<br />Custom Market Research, CI, and NPD/Innovation Support<br />Analysis and Implications<br />Secondary Research<br />Review and Synthesis <br />Providing seamless support across research intensities <br />is a key challenge<br />Search andRetrieve<br />Low<br />High<br />Degree of Analysis <br />6<br />
    25. 25. Secondary Research<br />Trends, Competitors, Published Realm<br />June 14, 2006<br />
    26. 26. On-Demand Business Research Introduction<br /> We help clients meet demanding timelines by getting information when and how they want it. Clients have access to a dedicated research team, and always have the support and access to answers. <br />Why ORC Guideline?<br /><ul><li>Access to a Research Director who knows your business and speaks your language
    27. 27. Tap into the brainpower of 100+ full time research analysts
    28. 28. Expert navigation of a multitude of industry and functional data sources</li></ul>Guideline’s On-Demand Research Capabilities:<br /><ul><li>Brainstorming
    29. 29. Industry & Technology Trend Analysis
    30. 30. Expert Consulting
    31. 31. Supplier Research
    32. 32. Document Delivery
    33. 33. Market & Industry research
    34. 34. Competitor Research
    35. 35. Patent & Trademark Analysis
    36. 36. Customized Intelligence Tracking
    37. 37. National Omnibus Surveys</li></ul>8<br />
    38. 38. High leverage, low-cost, Knowledge Management<br />We buy, maintain, and search thousands of sources so clients don’t have to<br />Sample of Consumer Research Sources:<br /><ul><li>Thomson Business Intelligence (market research reports-e.g. Datamonitor, Mintel, Euromonitor, Packaged Facts, BCC, etc.; Analyst/Investor reports)
    39. 39. Dialog: > 1,000 databases
    40. 40. Nexis
    41. 41. Mintel’s Global New Product Database
    42. 42. Investor Meeting & Earnings Conference Transcripts
    43. 43. Amadeus (European private & public company financials)
    44. 44. IMS Dataview
    45. 45. Factiva
    46. 46. Food Marketing Institute
    47. 47. National Restaurant Association
    48. 48. Institute of Food Technology
    49. 49. Inside Conferences (conference proceedings)
    50. 50. Verispan select publications
    51. 51. Advertising Redbooks (ad agencies & PR)
    52. 52. Radio Advertising Bureau
    53. 53. CompetiTrack
    54. 54. Claritas (population data)
    55. 55. Selectory
    56. 56. Delphion
    57. 57. Derwint
    58. 58. Micropatent
    59. 59. Trademarkscan</li></ul>ORC Invests over $1M annually on industry <br />sources- Specialty Trades, Newspapers, <br />Business Publications, Databases and access<br />to Related Directories<br />9<br />
    60. 60. Typical On-Demand Research Requests<br />Clients can ask anything, but here’s a sampling of On-Demand requests:<br />Consumer opinion of natural and organic snack foods<br />Private label market share for major CPG categories<br />Consumer reaction to Omega 3s (EPA and DHA) and functional additives<br />Energy Drink competitive landscape<br />Trends in cleaning implements made with natural ingredients (bamboo, etc.)<br />Trends in female and male grooming habits (hair removal, exfoliation, moisturizing, etc.)<br />Consumer interest in recycling and composting<br />Retail pricing for major CPG products in a recession<br />Major players in the home organization/home storage market<br />Infant products market in Asia<br />African American and Hispanic hair care<br />10<br />
    61. 61. On-Demand Business Research Lifecycle<br />Constant touch +<br /> Rapid Response and Turnaround!<br />Live Diagnostic Consultation<br />Research and Fact Finding Process<br />Live consultation to determine your needs and help formulate your question.<br />Find, Synthesize and Analyze<br />On-Site Library<br />Deliver Actionable Data<br />Relationships w/ Professional Associations<br />Find <br />Synthesize Data<br />Proprietary Knowledge<br />Delivery Methods:<br /><ul><li> Email
    62. 62. Phone
    63. 63. Fax
    64. 64. Website
    65. 65. Courier</li></ul>Online Database & Paid Subscription Websites<br />Provide Objective Analysis<br />Global Coverage<br />Expert Network<br />11<br />
    66. 66. Primary Market Research<br />
    67. 67. Solution-Based Quantitative Research Expertise<br />13<br />
    68. 68. Select CPG-Related Services / Expertise<br />14<br />
    69. 69. Habits, Practices, Motivations Research Experience<br />Extensive expertise in capturing consumer insights regarding a range of Attitudinal & Behavioral topics:<br />15<br />
    70. 70. Social Media<br />
    71. 71. ORC Social Market Research Online Communities “MROCs”<br />Benefits of a private community:<br />Create a continuous stream of information from customers<br />Establish a “window” into the minds of your customers that will help you continuously monitor and improve the customer experience<br />Develop, capture and rate new product ideas<br />Reduce the cost of research<br />Develop stronger customer bonds through their association with your community<br />Build the strength of your brand<br /><ul><li>250+ large clients
    72. 72. 40M users
    73. 73. 15,000 sites
    74. 74. 350k new users/month
    75. 75. 2.5 billion posts/month
    76. 76. 40 billion pieces of information/month
    77. 77. Enterprise scalability</li></ul>Private online communities formed for market research purposes… provide faster, cheaper and sometimes fresher insight than some traditional qualitative and quantitative research only solutions” Forrester Research <br />
    78. 78. Use of Market Research Online Communities (MROCs) is Growing<br />Forrester research indicates the emergence of MROCs and their entrance into the mainstream for market research:<br /><ul><li>Among those who have heard of MROCs, 42% are either using, piloting or plan to pilot the use of MROCs in the next 12 months.
    79. 79. Almost two-thirds of market research professionals claim no knowledge of MROCs or have heard of them but need to learn more.</li></ul>Source: Forrester Research, Q3 2009 Global MROC Online Survey<br />
    80. 80. 19<br />MROCs- Diagnostics help to optimize the community<br />Social Analytics Dashboard<br /><ul><li>Glean valuable insight into member interests
    81. 81. Identify and rank the most active and influential participants
    82. 82. Track various social activity trends over time.
    83. 83. Filter, group, and sort data as well as add or delete columns to create a custom report display.
    84. 84. Export in various formats</li></li></ul><li>Social Media Listening<br />Analytics platforms that mine a wide variety of traditional, online and social sources to deliver insights that can help shape a firm’s strategy across the marketing mix.<br />Forrester Research <br />20<br />
    85. 85. Infogroup Interactive & Social Media<br /><ul><li>Social Media Assessment
    86. 86. Social Media Site Development
    87. 87. Discussion Boards
    88. 88. Twitter
    89. 89. YouTube
    90. 90. MASH – Event Based Social Experience</li></li></ul><li>Insights / Creative<br />BI / Market Research<br />Listening <br />Uses <br />Media PlanningConversation Planner<br />CampaignEffectiveness<br />PR / Corp Comm / IRConversation Monitoring<br />Customer Service<br />Key Uses of Listening<br />
    91. 91. Social Media Listening<br />
    92. 92. Case Studies<br />
    93. 93. Approach<br />Result<br />Objective<br />Product Research- Risk Management- IHUT<br />Goal:Measure consumer perception in conversion to lower cost/healthier ingredients <br />Case : <br /> Frozen Dinner-Risk Management Test: Cost Reduction IHUT<br />Consumers were not able to detect any performance differences between products. <br />The shift was made to the new ingredient, resulting in increased profit margin. <br />To measure the risk associated with changing to a less expensive ingredient in a leading frozen prepared dinner product.<br />Utilizing a sequential-monadic research design, the existing product and the new prototype were both placed with consumers for in-home usage. Reactions were captured in a timely manner via an online questionnaire.<br />25<br />25<br />
    94. 94. Approach<br />Result<br />Objective<br />Product Research- Guidance- CLT<br />Application<br />Goal:Intelligently reduce the number of product concept alternatives being considered, while focusing the direction of further product development. <br />Case : <br /> Fruit Juice “Guidance Test” (CLT)<br />Three of the juice blends were rated significantly higher than the others. <br />The results also identified ways in which these three winning prototypes could be further optimized. <br />Moms and kids were recruited to come to a centralized research facility and participate in a taste (“sip”) test. Each mom/child pair tasted a randomized sub-set of 5 prototypes.<br />To obtain consumer reactions to 12 different juice blend prototypes, and identify the 3 strongest candidates that will proceed to subsequent stages of testing, development, and launch.<br />26<br />
    95. 95. Approach<br />Result<br />Objective<br />Product Research- Packaging<br />Goal: Assess consumer acceptance of a new packaging alternative.<br />Case : <br /> New Packaging Test for an Established Food Product<br />Although extremely appealing, a significant percentage of consumers were concerned about the on-going product freshness, due to the sub-optimal re-seal. <br />Client made modifications and introduced the new package nationally.<br />Consumers were recruited online and invited to participate in an extended usage in-home product test. Following a one-week usage period, reactions were obtained via an online survey. As a control, the current packaging was tested in a separate cell.<br />To measure the appeal of a new packaging alternative for a food manufacturer, designed to facilitate handling, opening and re-sealing.<br />27<br />
    96. 96. Approach<br />Result<br />Objective<br />Product Research- Volumetric Forecasting- IHUT<br />Goal:Obtain input for volumetric forecasting<br />Case : <br /> Pasta Sauce <br />“Concept/Product Volumetric Forecast IHUT”<br />Utilizing the results* of this research , combined with a volumetric forecasting model- ORC provided the client with Year-I dollar and unit volume estimates as well as a “source of volume” analysis. <br />To measure the volumetric potential (i.e. unit and dollar sales) of a new line of refrigerated pasta sauces. <br />An online concept/product test was conducted whereby consumers who expressed positive interest in the product description were shipped product for extended in-home usage. Post-usage reactions were also obtained online.<br />*Types of measures obtained<br /><ul><li>Overall Liking
    97. 97. Purchase Interest
    98. 98. Price/Value Perceptions
    99. 99. Uniqueness vs. Competitor
    100. 100. Performance vs. Expectations
    101. 101. Anticipated Frequency of Purchase
    102. 102. # of Units per Shopping Trip</li></ul>28<br />28<br />
    103. 103. Approach<br />Result<br />Objective<br />Product Research- Consumer Acceptance<br />Goal:Test new varieties/flavors of an existing product offering<br />Case : <br /> Gourmet Pizza <br />Sensory Test (CLT Recruit/In-Home Usage)<br />Consumers indicated that the product exceeded expectations in terms of overall taste, but felt that the price was somewhat higher than what they would willingly/typically spend. ORC then executed a price sensitivity study which identified the optimal price point for the product. <br />Consumers were recruited via mall intercept in 12 geographically dispersed markets After reading a product description , consumers with positive purchase interest were placed with product for in-home usage. Post-usage evaluations were obtained online.<br />To assess consumer acceptance of a new variety of frozen gourmet pizza, and identify areas for further product refinement / optimization.<br />29<br />29<br />
    104. 104. Approach<br />Result<br />Objective<br />Product Research- Benchmarking<br />Goal:Competitive and Category landscaping<br />Case : <br /> Chocolate Candy Bar <br />Competitive Benchmarking CLT<br />A competitive hierarchy was developed, with three “quality tiers” emerging. <br />Specific diagnostic strengths and weaknesses were identified for each brand. <br />To assess the strengths and weaknesses of 8 key competitive chocolate candy bar brands. <br />A sequential-monadic experimental block design was executed whereby consumers were recruited in a mall, and asked to evaluate two of the eight products (all possible product permutations were included to offset any position bias). <br />30<br />30<br />
    105. 105. Approach<br />Result<br />Objective<br />Legal Research- Claims Substantiation<br />Goal:Obtain data to substantiate explicit claim of product superiority for advertising/marketing<br />Case : <br />Stax vs. Pringles<br />Rigorously measure consumer preference against leading competitor and provide legally supportable consumer preference data.<br />Between 1992-2008 ORC/Guideline has conducted 52 legal research studies for Frito Lay. These studies were taste tests typically comparing 2 blind products (i.e. Lays versus competitor potato or tortilla chips)<br />Notably, the Stax vs. Pringles claim was challenged by Proctor & Gamble at the National Advertising Division (NAD).<br />ORC appeared before the board and the claim was supported/upheld.<br />ORC has never had a claim successfully challenged or overturned.<br />vs.<br />31<br />
    106. 106. Approach<br />Result<br />Objective<br />Ethnographic Research<br />Goal:Determine floor cleaning needs among Norwegian women.<br />Case : <br /> Norwegian Floor Cleaning Product A&U and Ethnography<br />To understand the needs – met and unmet, articulated and unarticulated – usage, and attitudes of Norwegian consumers toward floor cleaning. <br />Interviews with Norwegian women were conducted to determine their attitudes and awareness of products and methodologies related to floor cleaning. <br />ORC photographed floors before/after, and video taped consumers during their cleaning occasions. We also documented their pantry/products/tools used in cleaning. <br />ORC analysis provided the framework for a larger quantitative study. The combined results of which led the client to reformat its floor mop to more ideally fit into the storages spaces of typical Norwegian homes.<br />ORC was credited with identifying a major selling impediment.<br />32<br />
    107. 107. Approach<br />Result<br />Objective<br />Ethnographic Research<br />Goal:Inform product development via a thorough understanding of the physical space limitations of consumers in small, urban homes.<br />Case : <br /> Flat Screen TV Product Optimization<br />The client, a major TV manufacturer, leveraged ORC’s findings to introduce two new models to the U.S. market, integrating various services into the device which saved money and valuable shelf space for the consumer. <br />The new products were extended and successfully launched globally in major urban markets.<br />Test client’s hypothesis that a product designed and packaged to be wall-mounted would accelerate adoption rates in urban markets, where floor space is considerably limited and majority of products were floor-based models.<br />Conducted in-home ethnographic research to understand the physical layout of most middle-income consumers’ apartments in Chicago and NYC, and to understand their current TV viewing practices. Also conducted a survey to determine potential market penetration impact and usage changes based on wall-mounted options.<br />33<br />
    108. 108. Questions<br />Thank You!<br />Brian Jones<br />Director, Client Solutions<br />(o) 212-633-4539 | bjones@orcguideline.com<br />Dan Arnold<br />Managing Director<br />828-626-3446 | darnold@orcguideline.com<br />Ty Albert<br />Senior Managing Director <br />847-378-2228 | talbert@orcguideline.com<br />

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