IMAGE via flickr: /papyrist




research /reboot                                  Embracing the new reality for planning,
 ...
IMAGE via flickr: /orcoo




                                                        vision is the art of seeing
          ...
IMAGE: Wired UK - NDNAD Infographic



We are faced with a seismic
shift in how markets function
and how people behave.


...
The industry knows that something
needs to change....

               “Research has lost its ability to see
              ...
IMAGE: Wired UK - NDNAD Infographic




                                  There is a disconnect from
                     ...
power
      we have become disconnected
      from the existing flow of
      natural human data.


    perspective
    our...
IMAGE: Wired UK - NDNAD Infographic




  OLD                                    NEW
                              power
 ...
IMAGE: Wired UK - NDNAD Infographic



A realignment must play out in every step of the research process.

 1             ...
IMAGE: Flickr masback




We need to shift our perspective to
research models that radiate out
rather than radiate in.



...
IMAGE: Flickr swamibu


 Samples should be structured
 to leverage flexibility to
 evolve and grow with new
 market opportu...
“Incentive has gone from
monetary to non-monetary
(attention, reputation, expression, etc).”
--Chris Anderson of Wired



...
we could expect larger mass
                                              consumption when there
                         ...
IMAGE: Flickr /the-g-uk


innovative ideas will only come if the source and
integration of insights is effectively realign...
IMAGE: Flickr Luis F Franco




                                       Size

                                       Techno...
IMAGE: flickr /clocksforseeing




                         “It was all very well to say `Drink me,'
                      ...
IMAGE: flickr /sshb




                                          big seems to make so much
                               ...
we become disconnected                        harder to develop one-size-
from the source of the data.                  fit...
IMAGE: flickr /duesentrieb

using such large samples of decreasing value is wearing
out the markets we are trying to serve....
IMAGE: flickr /gak


smaller samples effectively mapped and
filtered - flowing insights into the creative process.

         ...
IMAGE: flickr /callumscott2




markets are not shaped by masses of
similarity - but rather by hubs in a
network that conne...
IMAGE: flickr /openupmyhead




Culture based segmentation offers
lines-of-sight of how information travels
through the new...
we need to rethink the process
of recruiting and filtering
research samples.

explore more creative strategies
for more mea...
IMAGE: flickr /publicdomainphotos




                          one-one strategies have equally
                          d...
bad habits learned from the dot
com era have us looking for the new          By 2011, the digital universe will be
consume...
Marketers generate spam in
their pursuit of lists.

Research must recognize the
power shift to the consumer
places their n...
we see so much we
forget to observe.




2
                      our use of technology should connect us
                 ...
Flickr July 2007: 600 million images.
                                       Flickr February 2008: 1.2 billion images (100...
New York Talk Exchange (NYTE) reveals
the complex dynamics of talk that exist between
New York and other cities around the...
IMAGE: yellowarrow.org/



We need to design research methods that
tap into the power of human
curiosity and the potent in...
2   Augmented reality will open up data gathering as discovery.

    The lure of technology.
     THE CONSUMER INSIGHTS TH...
IMAGE: pillowfightclub.org/




we need to stop planning channel strategies -
start planning human behavior strategies.



...
Use technology to align a human-focused
modality that places insight generation at the
most potent moments.




2         ...
research needs to invest by building




2
                         social credibility to draw insights
                  ...
Urban mind-set
                                        outweighs ethnicity in
                                        toda...
Teens use their phones for (outside of chatting
and texting) sharing music files with their friends.
They do this using Blu...
3   Numbers often make the problem
    worse and distort what is really going on.

The lure of numbers.
      THE CONSUMER...
Americans claim they gave Barack Obama a
                            48 percent to 25 percent victory over John
          ...
the size of the problem was
                           compounded by overvaluing the
                           predictive...
new network quantitative
                           research will be driven by effective
                           use of...
Tropicana underestimated the deep
                         emotional bond loyal customers had with
                       ...
Thinkmap




research needs to tap into the
natural flow of language that
shapes social bonds and
reveals natural brand
opp...
“In texting, what we are seeing, in a
                                       small way, is language in evolution."
       ...
This is a draft of a presentation in progress.
Please feel free to offer any feedback.

      Thank you.
      email: tims...
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Research /Reboot

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Embracing the new reality for planning, deploying and measuring consumer research. This is a draft/review version of an upcoming presentation. Please feel free to offer feedback and questions.

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  • an incredible presentation!
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  • I found this slide presentation is very useful. Great Job ! This Slide Presentation is very nice. Easy to understand ’ current event and understands ’. Our regular update blog news visit http://archaeologyexcavations.blogspot.com
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  • This is amazing Prof. How could you deliver the images and messages so properly?
    That is my challenges.
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  • wonderful presentation, but it is a little bit too long.I've lost after that.
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  • Hi,
    Your presentation is very exciting. is it possible to give me the link to share the file. Share the wealth.

    Thanx
    armanaf@iab.edu.my
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  1. 1. IMAGE via flickr: /papyrist research /reboot Embracing the new reality for planning, deploying and measuring consumer research. - Tim Stock & Marie Lena Tupot, scenarioDNA DRAFT - in progress version THE CONSUMER INSIGHTS THINK TANK
  2. 2. IMAGE via flickr: /orcoo vision is the art of seeing things invisible to others. --Jonathan Swift THE CONSUMER INSIGHTS THINK TANK
  3. 3. IMAGE: Wired UK - NDNAD Infographic We are faced with a seismic shift in how markets function and how people behave. What we have is a new network economy... Yet, research (and marketing) continue to follow old network rules. where we are THE CONSUMER INSIGHTS THINK TANK
  4. 4. The industry knows that something needs to change.... “Research has lost its ability to see the big picture; to hear the unexpected” “Surveys are torture for respondents” “Research needs to inspire; storytelling is key” from Transforming Consumer Research Joel Rubinson, Chief Research Officer The Advertising Research Foundation where we are THE CONSUMER INSIGHTS THINK TANK
  5. 5. IMAGE: Wired UK - NDNAD Infographic There is a disconnect from research to goals. We persist in proving what already exists. where we are THE CONSUMER INSIGHTS THINK TANK
  6. 6. power we have become disconnected from the existing flow of natural human data. perspective our point of view fails to see what our consumer sees. influence the competition for consumer mindshare gets tougher daily. IMAGE: Flickr missmareck realigning the structure THE CONSUMER INSIGHTS THINK TANK
  7. 7. IMAGE: Wired UK - NDNAD Infographic OLD NEW power perspective influence NETWORK RESEARCH NETWORK RESEARCH surveillance sousveillance demographics culture a vs. b narrative historical data real-time data testing discovery rating scales natural language network shift THE CONSUMER INSIGHTS THINK TANK
  8. 8. IMAGE: Wired UK - NDNAD Infographic A realignment must play out in every step of the research process. 1 2 3 INPUT MODALITY ANALYSIS who we engage how we engage what we get recruitment context integration segmentation involvement insights incentives discourse evolution rebooting the process THE CONSUMER INSIGHTS THINK TANK
  9. 9. IMAGE: Flickr masback We need to shift our perspective to research models that radiate out rather than radiate in. A shift from surveillance to sousveillance. realigning the input THE CONSUMER INSIGHTS THINK TANK
  10. 10. IMAGE: Flickr swamibu Samples should be structured to leverage flexibility to evolve and grow with new market opportunities. Samples should be elastic. realigning the input THE CONSUMER INSIGHTS THINK TANK
  11. 11. “Incentive has gone from monetary to non-monetary (attention, reputation, expression, etc).” --Chris Anderson of Wired Free elevates the role of the curator. realigning the input THE CONSUMER INSIGHTS THINK TANK
  12. 12. we could expect larger mass consumption when there were less choices. We aren’t selling Coke vs. Pepsi anymore. realigning the modality THE CONSUMER INSIGHTS THINK TANK
  13. 13. IMAGE: Flickr /the-g-uk innovative ideas will only come if the source and integration of insights is effectively realigned to meet the mandate of a new network economy. We need to rethink data and how it integrates. realigning the analysis THE CONSUMER INSIGHTS THINK TANK
  14. 14. IMAGE: Flickr Luis F Franco Size Technology Numbers 3 lures currently propel research... THE CONSUMER INSIGHTS THINK TANK
  15. 15. IMAGE: flickr /clocksforseeing “It was all very well to say `Drink me,' but the wise little Alice was not going to do that in a hurry. -Alice in Wonderland Lewis Carroll 1 The tyranny of big & small. The lure of size. THE CONSUMER INSIGHTS THINK TANK
  16. 16. IMAGE: flickr /sshb big seems to make so much sense - the reality is that it is an illusion. larger samples are just that... samples, and prone to over interpretation. 1 The tyranny of big. The lure of size. THE CONSUMER INSIGHTS THINK TANK
  17. 17. we become disconnected harder to develop one-size- from the source of the data. fits-all insights for brands. 1 Large studies become harder to integrate into the innovation cycle. The lure of size. THE CONSUMER INSIGHTS THINK TANK
  18. 18. IMAGE: flickr /duesentrieb using such large samples of decreasing value is wearing out the markets we are trying to serve. 1 size can dilute and homogenize the opportunity for new stories. Strip mining for data works against a sustainable research model. The lure of size. THE CONSUMER INSIGHTS THINK TANK
  19. 19. IMAGE: flickr /gak smaller samples effectively mapped and filtered - flowing insights into the creative process. incremental queries let people think before they respond. 1 Encourage grazing over bingeing. The lure of size. THE CONSUMER INSIGHTS THINK TANK
  20. 20. IMAGE: flickr /callumscott2 markets are not shaped by masses of similarity - but rather by hubs in a network that connects the story. 1 Rebooting big. Let size reflect impact, not numbers. The lure of size. THE CONSUMER INSIGHTS THINK TANK
  21. 21. IMAGE: flickr /openupmyhead Culture based segmentation offers lines-of-sight of how information travels through the new network. Develop methods that plot 1 clusters in the network a brand wishes to serve. Leverage social networks. The lure of size. THE CONSUMER INSIGHTS THINK TANK
  22. 22. we need to rethink the process of recruiting and filtering research samples. explore more creative strategies for more meaningful and socially credible opt-ins. 1 IMAGE: flickr /thomashawk Size attracts hand raisers. The lure of size. THE CONSUMER INSIGHTS THINK TANK
  23. 23. IMAGE: flickr /publicdomainphotos one-one strategies have equally diluting tendencies. the pursuit and management of individuals fails to take into account the structure of influences that shape those choices. 1 The tyranny of small. The lure of size. THE CONSUMER INSIGHTS THINK TANK
  24. 24. bad habits learned from the dot com era have us looking for the new By 2011, the digital universe will be consumer switch to flip. 10 times the size it was in 2006. IDC (International Data Corporation). The Diverse and Exploding Information Universe. 2008. 2 IMAGE: flickr /jasmincormier - next victim - mobile. Options for interaction overwhelm. The lure of technology. THE CONSUMER INSIGHTS THINK TANK
  25. 25. Marketers generate spam in their pursuit of lists. Research must recognize the power shift to the consumer places their needs and in control of interaction. 2 Our use of technology often erodes our social credibility. The lure of technology. THE CONSUMER INSIGHTS THINK TANK
  26. 26. we see so much we forget to observe. 2 our use of technology should connect us rather than distance us from this. Don’t underestimate the power of observation. The lure of technology. THE CONSUMER INSIGHTS THINK TANK
  27. 27. Flickr July 2007: 600 million images. Flickr February 2008: 1.2 billion images (100 million images / month). Facebook: 14,000,000 photo uploads daily. 2 Learning to leverage natural human data flows. The lure of technology. THE CONSUMER INSIGHTS THINK TANK
  28. 28. New York Talk Exchange (NYTE) reveals the complex dynamics of talk that exist between New York and other cities around the globe. "It is like showing how the heart of New York pulsates in real time and how it connects with the global network of cities," -- Carlo Ratti, director of the senseable city laboratory & associate professor of the 2 practice of urban technologies at MIT. Mapping visualizations of naturally occurring data sets. The lure of technology. THE CONSUMER INSIGHTS THINK TANK
  29. 29. IMAGE: yellowarrow.org/ We need to design research methods that tap into the power of human curiosity and the potent insights that come from those interactions. 2 Leverage natural interaction and involvement. The lure of technology. THE CONSUMER INSIGHTS THINK TANK
  30. 30. 2 Augmented reality will open up data gathering as discovery. The lure of technology. THE CONSUMER INSIGHTS THINK TANK
  31. 31. IMAGE: pillowfightclub.org/ we need to stop planning channel strategies - start planning human behavior strategies. 2 - next victim - mobile. Leverage behavior. The lure of technology. THE CONSUMER INSIGHTS THINK TANK
  32. 32. Use technology to align a human-focused modality that places insight generation at the most potent moments. 2 Research must shift to more contextual models. The lure of technology. THE CONSUMER INSIGHTS THINK TANK
  33. 33. research needs to invest by building 2 social credibility to draw insights from this reality going forward. All computing will be mobile. The lure of technology. THE CONSUMER INSIGHTS THINK TANK
  34. 34. Urban mind-set outweighs ethnicity in today's youth This mind-set is fueled by discovery, expression, diversity and connectivity. It transcends race, geography and economic status. (source: Tru Pettigrew AdAge) 2 The impact of ethnicity is fading. The lure of technology. THE CONSUMER INSIGHTS THINK TANK
  35. 35. Teens use their phones for (outside of chatting and texting) sharing music files with their friends. They do this using Bluetooth, since the service is free and most phones now support it. (source: Matthew Robson, Morgan Stanley intern 2 Leverage contextual recruitment. The lure of technology. THE CONSUMER INSIGHTS THINK TANK
  36. 36. 3 Numbers often make the problem worse and distort what is really going on. The lure of numbers. THE CONSUMER INSIGHTS THINK TANK
  37. 37. Americans claim they gave Barack Obama a 48 percent to 25 percent victory over John McCain (he won by just seven points). --CBS News/New York Times Poll 3 Numbers often promote wishful thinking. The lure of numbers. THE CONSUMER INSIGHTS THINK TANK
  38. 38. the size of the problem was compounded by overvaluing the predictive algorithms of past 3 data. Numbers can blind us to the story unfolding in front of us. The lure of numbers. THE CONSUMER INSIGHTS THINK TANK
  39. 39. new network quantitative research will be driven by effective use of qualitative methods to keep the picture clear and connected to real humans. 3 IMAGE: flickr /seeminglee Numbers hide the humans. The lure of numbers. THE CONSUMER INSIGHTS THINK TANK
  40. 40. Tropicana underestimated the deep emotional bond loyal customers had with their original packaging. Although they were only a fraction of Tropicana consumers, the volume of their outcries made them heard. Change must radiate out from culture networks culled from new research methods. 3 IMAGE: flickr /feuilllu Understand the underlying humanity. The lure of numbers. THE CONSUMER INSIGHTS THINK TANK
  41. 41. Thinkmap research needs to tap into the natural flow of language that shapes social bonds and reveals natural brand opportunities. 3 Leverage natural language. The lure of numbers. THE CONSUMER INSIGHTS THINK TANK
  42. 42. “In texting, what we are seeing, in a small way, is language in evolution." --David Crystal, author, Txtng: The Gr8 Db8 TweetPsych uses two linguistic analysis algorithms (RID 3 and LIWC) to build a psychological profile of a person based on the content of their tweets. Develop methods to pattern this language. The lure of numbers. THE CONSUMER INSIGHTS THINK TANK
  43. 43. This is a draft of a presentation in progress. Please feel free to offer any feedback. Thank you. email: timstock@scenariodna.com twitter: timstock THE CONSUMER INSIGHTS THINK TANK

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