1.
Know your customers through embedded research
Alexandru Dincovici, IziBiz Consul>ng
Festival of
#NewMR 2018
Know your customers
through embedded research
Alexandru Dincovici, Ph.D
IziBiz Consul@ng

2.
What are the emerging technologies in Market Research?
Ray Poynter, The Future Place
Festival of
#NewMR 2018
NewMR 2018 Sponsors
Pla>num
Gold
Silver
Communica>on
Your name here?
S>ll >me to be a
2018 NewMR Sponsor

3.
Know your customers through embedded research
Alexandru Dincovici, IziBiz Consul>ng
Festival of
#NewMR 2018
What’s wrong with “regular” MR
Pricey
Time consuming (and not agile
enough)
Need for internal expertise (what to
do with the MR report?)
Lack of continuity (what comes
next?)
Mostly used/bought by large companies.
SMEs, especially those with a digital
presence (hello there, ecommerce) don’t
see its benefits or consider it too
expensive.
Time bound process

4.
Know your customers through embedded research
Alexandru Dincovici, IziBiz Consul>ng
Festival of
#NewMR 2018
Embedded research
WHAT IT IS
A way for (especially) small and
medium companies to integrate a
research process inside their
organization.
A solution to bridge the researcher/
manager gap (the field researcher
doesn’t usually have the manager’s
understanding of the business and a
lot of time is spent to find common
ground between the two)
WHY IT SHOULD MATTER
You are already making contact with
your clients/customers. Why not use
those existing interactions to collect
structured data about them? This will
result in more meaningful and
actionable insights than a traditional
research process. And you get full
control and ownership.

5.
Know your customers through embedded research
Alexandru Dincovici, IziBiz Consul>ng
Festival of
#NewMR 2018
The process

6.
Know your customers through embedded research
Alexandru Dincovici, IziBiz Consul>ng
Festival of
#NewMR 2018
An example
Client: real estate company, rolling out an innovation
The need: product testing
The constraints: no time and no budget for a traditional research process,
separate of their selling process.
The solution: embedding a research process into their sales encounters. The
selling script was heavily modified, allowing both the sales and the research to
take place. Agents were trained in data collection, assisted and then left on their
own and debriefed regularly.
The result: a useful research report and directly actionable insights,
embedded in the client’s organization for less than 30% of the cost of a
traditional research project and in half the time.

7.
Know your customers through embedded research
Alexandru Dincovici, IziBiz Consul>ng
Festival of
#NewMR 2018
Thank You!
Alexandru Dincovici, Ph.D
General Manager @ IziBiz Consul@ng
alexandru.dincovici@izibiz.ro
hQps://www.linkedin.com/in/alexdincovici/
hQp://izibiz.ro

8.
Know your customers through embedded research
Alexandru Dincovici, IziBiz Consul>ng
Festival of
#NewMR 2018
Q & A
Alexandru Dincovici
IziBiz Consul>ng
Ray Poynter
The Future Place

9.
What are the emerging technologies in Market Research?
Ray Poynter, The Future Place
Festival of
#NewMR 2018
NewMR 2018 Sponsors
Pla>num
Gold
Silver
Communica>on
Your name here?
S>ll >me to be a
2018 NewMR Sponsor