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.

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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  • 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. IMAGE via flickr: /orcoo vision is the art of seeing things invisible to others. --Jonathan Swift THE CONSUMER INSIGHTS THINK TANK
  • 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. 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. 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. 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. 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. 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. 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. 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. “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. 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. 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. IMAGE: Flickr Luis F Franco Size Technology Numbers 3 lures currently propel research... THE CONSUMER INSIGHTS THINK TANK
  • 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 2 Augmented reality will open up data gathering as discovery. The lure of technology. THE CONSUMER INSIGHTS THINK TANK
  • 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. 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. 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. 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. 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. 3 Numbers often make the problem worse and distort what is really going on. The lure of numbers. THE CONSUMER INSIGHTS THINK TANK
  • 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. 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. 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. 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. 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. “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. 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