From Collectors to CuratorsRegaining the Insight High Ground                   Nick Palmer, Research Director             ...
What is Market Research?© 2011 Hall & Partners | Open Mind Confidential & Proprietary. Not For Public Distribution. Do Not...
A theme emerges                           Wikitionary                                    The systematic collection and eva...
Collectors                                     Curators© 2011 Hall & Partners | Open Mind Confidential & Proprietary. Not ...
Old market research was a solution to a                                        lack of information. New market            ...
Getting information from                       OLD MARKET                                                                 ...
Filtering information                    NEW MARKET                                                                       ...
2009:                                                          4 exabytes                                                 ...
Consumer touchpoints are expanding© 2011 Hall & Partners | Open Mind Confidential & Proprietary. Not For Public Distributi...
Data is everywhere© 2011 Hall & Partners | Open Mind Confidential & Proprietary. Not For Public Distribution. Do Not Copy ...
More information                                                            More knowledge© 2011 Hall & Partners | Open Mi...
Searching                                                         Gathering                                               ...
Collectors                                     Curators© 2011 Hall & Partners | Open Mind Confidential & Proprietary. Not ...
As Market Researchers                                we have the right…                                               Expe...
Trusted Advisers© 2011 Hall & Partners | Open Mind Confidential & Proprietary. Not For Public Distribution. Do Not Copy   15
Objective                                                                 Support                                 Impartia...
The case for the prosecution                                              Not representative of the whole market          ...
Which of these is more representative?                                             The Census                             ...
All data is representative of something                             It is only inaccurate or unreliable                   ...
Information needs to be evaluated                               together with its source© 2011 Hall & Partners | Open Mind...
We need to embrace the                                   speed and availability of                                   other...
The Census                                            Telephone survey of 18-34 yr old regular beer drinkers              ...
Incorporating other                                  data sources doesn’t                                  need to be taxi...
A beautiful and emotive that didn’t capture                     the public’s imagination as much as expected              ...
Google Trends showed that the ad aired                     before the Wimbledon excitement had begun                      ...
Primary research gives                                     control and focus© 2011 Hall & Partners | Open Mind Confidentia...
Primary research cannot                                     survive in a vacuum© 2011 Hall & Partners | Open Mind Confiden...
Collaborate                                                Research agencies                                              ...
A challenge to you                                                           Collectors                                   ...
A challenge to you© 2011 Hall & Partners | Open Mind Confidential & Proprietary. Not For Public Distribution. Do Not Copy ...
From Collectors to CuratorsRegaining the Insight High Ground                   Nick Palmer, Research Director             ...
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From Collectors to Curators

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These slides are taken from a presentation I gave recently to the NSW AMSRS Young Researchers Group.

The presentation challenges researchers to shift their focus from primary data collection (our traditional role) to being information curators, distilling the vast amounts of data now available to generate meaningful insights for clients.

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From Collectors to Curators

  1. 1. From Collectors to CuratorsRegaining the Insight High Ground Nick Palmer, Research Director Hall & Partners | Open Mind This event is kindly sponsored by:
  2. 2. What is Market Research?© 2011 Hall & Partners | Open Mind Confidential & Proprietary. Not For Public Distribution. Do Not Copy 2
  3. 3. A theme emerges Wikitionary The systematic collection and evaluation of data regarding customers preferences for actual and potential products and services. Dictionary.com The gathering and studying of data relating to consumer preferences, purchasing power etc., especially prior to introducing a product on the market. Marketresearchworld.net Market Research is a systematic, objective collection and analysis of data about a particular target market, competition, and/or environment. It always incorporates some form of data collection whether it be secondary research (often referred to as desk research) or primary research which is collected direct from a respondent.© 2011 Hall & Partners | Open Mind Confidential & Proprietary. Not For Public Distribution. Do Not Copy 3
  4. 4. Collectors Curators© 2011 Hall & Partners | Open Mind Confidential & Proprietary. Not For Public Distribution. Do Not Copy 4
  5. 5. Old market research was a solution to a lack of information. New market research is a solution to a glut of it. Tom Ewing, Kantar Operations© 2011 Hall & Partners | Open Mind Confidential & Proprietary. Not For Public Distribution. Do Not Copy 5
  6. 6. Getting information from OLD MARKET people who didn’t otherwise RESEARCH have the opportunity to share it© 2011 Hall & Partners | Open Mind Confidential & Proprietary. Not For Public Distribution. Do Not Copy 6
  7. 7. Filtering information NEW MARKET from the places people RESEARCH have already given it© 2011 Hall & Partners | Open Mind Confidential & Proprietary. Not For Public Distribution. Do Not Copy 7
  8. 8. 2009: 4 exabytes 4.0 x 1019 40,000,000,000,000,000,000 ‘A lot’ Source: Did You Know? 1, 2008© 2011 Hall & Partners | Open Mind Confidential & Proprietary. Not For Public Distribution. Do Not Copy 8
  9. 9. Consumer touchpoints are expanding© 2011 Hall & Partners | Open Mind Confidential & Proprietary. Not For Public Distribution. Do Not Copy 9
  10. 10. Data is everywhere© 2011 Hall & Partners | Open Mind Confidential & Proprietary. Not For Public Distribution. Do Not Copy 10
  11. 11. More information More knowledge© 2011 Hall & Partners | Open Mind Confidential & Proprietary. Not For Public Distribution. Do Not Copy 11
  12. 12. Searching Gathering Collating Deriving Filtering Distilling© 2011 Hall & Partners | Open Mind Confidential & Proprietary. Not For Public Distribution. Do Not Copy 12
  13. 13. Collectors Curators© 2011 Hall & Partners | Open Mind Confidential & Proprietary. Not For Public Distribution. Do Not Copy 13
  14. 14. As Market Researchers we have the right… Experience Credibility Knowledge Objectivity Skillset Independence© 2011 Hall & Partners | Open Mind Confidential & Proprietary. Not For Public Distribution. Do Not Copy 14
  15. 15. Trusted Advisers© 2011 Hall & Partners | Open Mind Confidential & Proprietary. Not For Public Distribution. Do Not Copy 15
  16. 16. Objective Support Impartial Explain Source neutral Challenge© 2011 Hall & Partners | Open Mind Confidential & Proprietary. Not For Public Distribution. Do Not Copy 16
  17. 17. The case for the prosecution Not representative of the whole market Only covering what’s happening online Too brand-biased Lunatic fringe etc.© 2011 Hall & Partners | Open Mind Confidential & Proprietary. Not For Public Distribution. Do Not Copy 17
  18. 18. Which of these is more representative? The Census Telephone survey of 18-34 yr old regular beer drinkers Twitter trend analysis of #Cascade mentions© 2011 Hall & Partners | Open Mind Confidential & Proprietary. Not For Public Distribution. Do Not Copy 18
  19. 19. All data is representative of something It is only inaccurate or unreliable when it is treated as representative of something that it isn’t The World© 2011 Hall & Partners | Open Mind Confidential & Proprietary. Not For Public Distribution. Do Not Copy 19
  20. 20. Information needs to be evaluated together with its source© 2011 Hall & Partners | Open Mind Confidential & Proprietary. Not For Public Distribution. Do Not Copy 20
  21. 21. We need to embrace the speed and availability of other data sources to give fresh perspectives and a more holistic picture© 2011 Hall & Partners | Open Mind Confidential & Proprietary. Not For Public Distribution. Do Not Copy 21
  22. 22. The Census Telephone survey of 18-34 yr old regular beer drinkers Twitter trend analysis of #Cascade mentions Drinking stats from the Cascade Brewers nose app Visitor numbers from the Cascade Brewery tour© 2011 Hall & Partners | Open Mind Confidential & Proprietary. Not For Public Distribution. Do Not Copy 22
  23. 23. Incorporating other data sources doesn’t need to be taxing or time consuming© 2011 Hall & Partners | Open Mind Confidential & Proprietary. Not For Public Distribution. Do Not Copy 23
  24. 24. A beautiful and emotive that didn’t capture the public’s imagination as much as expected TV ad played on the emotion Ad Engagement (top 2 box) and anticipation around British hopes at Wimbledon 58% 57% 57% 56% 56% 54% 53% 52% 51% 51% 50% 50% 49% 46% 44% 44% 43% 43% 40% 40% 39% 39% 38% 38% 37% 36% 36% 36% 35% 34% 28% 28% 28% 23% Competitor benchmarks© 2011 Hall & Partners | Open Mind Confidential & Proprietary. Not For Public Distribution. Do Not Copy 24
  25. 25. Google Trends showed that the ad aired before the Wimbledon excitement had begun TV ad aired from 1st to 22nd June Start of Wimbledon Google Trends – searches for the term ‘Wimbledon’© 2011 Hall & Partners | Open Mind Confidential & Proprietary. Not For Public Distribution. Do Not Copy 25
  26. 26. Primary research gives control and focus© 2011 Hall & Partners | Open Mind Confidential & Proprietary. Not For Public Distribution. Do Not Copy 26
  27. 27. Primary research cannot survive in a vacuum© 2011 Hall & Partners | Open Mind Confidential & Proprietary. Not For Public Distribution. Do Not Copy 27
  28. 28. Collaborate Research agencies Qual & Quant Global networks Insight departments Ad agencies Media agencies Brand managers Sales teams Competitors© 2011 Hall & Partners | Open Mind Confidential & Proprietary. Not For Public Distribution. Do Not Copy 28
  29. 29. A challenge to you Collectors Curators© 2011 Hall & Partners | Open Mind Confidential & Proprietary. Not For Public Distribution. Do Not Copy 29
  30. 30. A challenge to you© 2011 Hall & Partners | Open Mind Confidential & Proprietary. Not For Public Distribution. Do Not Copy 30
  31. 31. From Collectors to CuratorsRegaining the Insight High Ground Nick Palmer, Research Director Hall & Partners | Open Mind This event is kindly sponsored by:

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