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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. …

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.

Published in: Business

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  • 1. From Collectors to CuratorsRegaining the Insight High Ground Nick Palmer, Research Director Hall & Partners | Open Mind This event is kindly sponsored by:
  • 2. What is Market Research?© 2011 Hall & Partners | Open Mind Confidential & Proprietary. Not For Public Distribution. Do Not Copy 2
  • 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. Collectors Curators© 2011 Hall & Partners | Open Mind Confidential & Proprietary. Not For Public Distribution. Do Not Copy 4
  • 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. 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. 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. 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. Consumer touchpoints are expanding© 2011 Hall & Partners | Open Mind Confidential & Proprietary. Not For Public Distribution. Do Not Copy 9
  • 10. Data is everywhere© 2011 Hall & Partners | Open Mind Confidential & Proprietary. Not For Public Distribution. Do Not Copy 10
  • 11. More information More knowledge© 2011 Hall & Partners | Open Mind Confidential & Proprietary. Not For Public Distribution. Do Not Copy 11
  • 12. Searching Gathering Collating Deriving Filtering Distilling© 2011 Hall & Partners | Open Mind Confidential & Proprietary. Not For Public Distribution. Do Not Copy 12
  • 13. Collectors Curators© 2011 Hall & Partners | Open Mind Confidential & Proprietary. Not For Public Distribution. Do Not Copy 13
  • 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. Trusted Advisers© 2011 Hall & Partners | Open Mind Confidential & Proprietary. Not For Public Distribution. Do Not Copy 15
  • 16. Objective Support Impartial Explain Source neutral Challenge© 2011 Hall & Partners | Open Mind Confidential & Proprietary. Not For Public Distribution. Do Not Copy 16
  • 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. 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. 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. 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. 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. 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. 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. 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. 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. Primary research gives control and focus© 2011 Hall & Partners | Open Mind Confidential & Proprietary. Not For Public Distribution. Do Not Copy 26
  • 27. Primary research cannot survive in a vacuum© 2011 Hall & Partners | Open Mind Confidential & Proprietary. Not For Public Distribution. Do Not Copy 27
  • 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. A challenge to you Collectors Curators© 2011 Hall & Partners | Open Mind Confidential & Proprietary. Not For Public Distribution. Do Not Copy 29
  • 30. A challenge to you© 2011 Hall & Partners | Open Mind Confidential & Proprietary. Not For Public Distribution. Do Not Copy 30
  • 31. From Collectors to CuratorsRegaining the Insight High Ground Nick Palmer, Research Director Hall & Partners | Open Mind This event is kindly sponsored by: