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Defining the future role of client-side market research and insights

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The world is changing, we have more types of data, more suppliers of information, and business is moving at ever faster speeds. Client-side market research and insight teams need to adapt to these changes or they will become irrelevant. In this 30-minute session, Naoki Takahashi from Nissan will give a presentation on the issues and then Ray Poynter and Mr Takahashi will discuss the implications for client-side teams, before throwing the topic open to questions and suggestions from the audience.

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Defining the future role of client-side market research and insights

  1. 1. Defining the future role of client-side market research and insights Naoki Takahashi, Nissan Motor Co., Ltd. Looking Forward Defining the future role of client-side market research and insights Naoki Takahashi Nissan Motor Co., Ltd.
  2. 2. Defining the future role of client-side market research and insights Naoki Takahashi Nissan Motor Co., Ltd. Dec. 2018
  3. 3. www.nissan-global.com 3 Profile: Naoki TAKAHASHI General Manager Expert Corporate Market Intelligence Division Nissan Motor Co., Ltd. Expert in marketing research and data analytics with 35-year experience in the disciplines with diversified areas in terms of industry, methodology, marketing theme, etc. Joined Nissan 2003, developed global marketing research scheme and mROI assessment scheme first ever to Nissan, led cross functional activities for process restructuring for product development and project management, and managing global MR function while designing its future vision Before joining Nissan, worked for Intage Inc., managing diversified areas of customer research projects and CRM initiatives in terms of industry, methodology, strategic implications, etc. Leading a voluntary group of industry leaders in Japan MR society Offers presentations and lectures at universities and industry seminars including ESOMAR MBA, Kellogg Graduate School of Management BA in Sociology, Doshisha University
  4. 4. www.nissan-global.com 4 Emergence of new data requires MI* function to re-define its scope and expertise Research data Social media data Psychophysiological data Motion detection data Geolocation data How can MI get ourselves ready to provide holistic context of customer insight using varieties of data ? Automotive site data MI*: Market Intelligence
  5. 5. www.nissan-global.com 5 MI needs to re-define its structure with hypothesis 360 customer understanding scheme MI expertise scheme MI deliverables MI organization Data Tool Tool Data Hiring/ Nurturing scheme Data Tool Data Tool What kind of “new” data do we need to use? What are the right tools to use the “new” data? What is the right structure to describe customers by gathering wide variety of data? How is the right structure for MI organization? Do they all need to use the “new” data? How to get people capable to use “new” data/tool? How to train them? How to keep us updated about “new” data/tools in the future? What are the right sources for the data/ tools?
  6. 6. www.nissan-global.com 6 Hypothesis: How should customer context be structured? Needs/ Perception Purchase •  Search •  Choose •  Buy Usage •  Expect •  Use •  Satisfied Narrative •  Hear •  Perceive Subscribe •  Purchase upon use Data MR Auto site Query Social media Psycho- physio- logical Geo- location Motion detection Usage ✓ ✓ ✓ ✓ ✓ Narrative ✓ ✓ ✓ ✓ Purchase ✓ ✓ ✓ ✓ ✓ ✓ ✓ Needs/ Perception ✓ ✓ ✓ ✓ What is the right structure to describe customers by gathering wide variety of data? What kind of “new” data do we need to use?
  7. 7. www.nissan-global.com 7 Hypothesis: How does MI keep updated with new data/tools? Watch emerging data/ tool Discuss in Global to decide pilot and assign region Global decides “recommended data/ tool” How to keep us updated about “new” data/tools in the future?
  8. 8. www.nissan-global.com 8 MI Hypothesis: How should MI be structured? Company stakeholders in line functions and executives Provides customer insight Provides customer insight Front End Expertise in company business process and corporate agenda How is the right structure for MI organization? Do they all need to use the “new” data? Back End Expertise in methodology and new data/tool Provides advanced analytics support Company stakeholders in staff functions
  9. 9. www.nissan-global.com 9 Hypothesis: How should MI people be developed/trained? Front end Expertise in company business process and corporate agenda Moved from inside, new grad Hired from outside Stakeholder function Flow of people Role in training •  Provide MI members with company process training •  Provide stakeholder functions with MI training •  Provide MI members with training on methodology and new data/ tools Back end Expertise in methodology and tool/ data How to get people capable to use “new” data/tool? How to train them?
  10. 10. www.nissan-global.com 10 u  MI may need to source them one by one in inefficient way, and… u  That would make MR companies dwarfed as just one of the data sources Hypothesis: How does MI source new data/tools? What are opportunities for MR companies? What are the right sources for the data/ tools? MI SM data vender Geolocation data vender Search query data vender And more MR Data/ Tool Data/ Tool Data/ Tool Data/ Tool Data/ Tool MR company
  11. 11. www.nissan-global.com 11 u  MI may need to source them one by one in inefficient way, and… u  That would make MR companies dwarfed as just one of the data sources u  Opportunities for MR companies would lie in integration of data and providing consumer context Hypothesis: How does MI source new data/tools? What are opportunities for MR companies? What are the right sources for the data/ tools? MI SM data vender Geolocation data vender Search query data vender And more MR Data/ Tool Data/ Tool Data/ Tool Data/ Tool Data/ Tool MR company •  Data from venders •  Customer insight context/ framework •  Data/tool frontier exploration •  Training
  12. 12. Thank You
  13. 13. Defining the future role of client-side market research and insights Naoki Takahashi, Nissan Motor Co., Ltd. Looking Forward Defining the future role of client-side market research and insights Naoki Takahashi Nissan Motor Co., Ltd. Ray Poynter NewMR
  14. 14. Defining the future role of client-side market research and insights Naoki Takahashi, Nissan Motor Co., Ltd. Looking Forward Q & A Naoki Takahashi Nissan Motor Co., Ltd. Ray Poynter NewMR
  15. 15. Defining the future role of client-side market research and insights Naoki Takahashi, Nissan Motor Co., Ltd. Looking Forward NewMR 2018 Sponsors CommunicaAon Gold Silver

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