Sustainable Research: Changing the way we do things for the better

1. The Festival of NewMR 2013 would not be possible without our sponsors. Thanks to:
Gold Sponsors
Silver Sponsors
Session Sponsors
Media Partner
Festival Supporters
• Q – Research Software
• CreaMetrix Research
• TapestryWorks
• Keen as Mustard
• CrowdLab
• L&E Research
• Schlesinger Associates
• Focus Forums
• eCGlobal Solutions
• Revelation

2. Fiona Blades, MESH, USA
Festival of NewMR 2013 - Main Stage
Sustainable Research:
Changing the way we do things for the better
AnaAlvarez ,PepsiCo and Fiona Blades, MESH

3. Fiona Blades, MESH, USA
Festival of NewMR 2013 - Main Stage
76M internet users
(4th in the world)
A World Of Opportunity
65M Facebook users
(2nd in the world)
$2.394 trillion GDP
(8th in the world)
World Cup 2014
Olympics 2016!
201M population
244M mobile
phones
As big as Western Europe

4. Fiona Blades, MESH, USA
Festival of NewMR 2013 - Main Stage
Performance With Purpose
“Performance with Purpose is our goal to
deliver sustained financial performance by
providing a wide range of foods and
beverages...and
by respecting, supporting and
investing in the local communities
in which we operate.”
Indra Nooyi, Chairman and CEO, PepsiCo, Letter to
Shareholders 2012

5. Fiona Blades, MESH, USA
Festival of NewMR 2013 - Main Stage
Need to Understand Emerging Middle Class

6. How can we
conduct research
appropriately?

7. Unequal relationship between
researchers and researched
Members – more respectful relationship
Customer Networks
Need to understand ‘network’ not
just individual
Ensuring results are socialised and
actioned
Act as a change agent
Human SustainabilityTapping into the corporate agenda
Starting afresh

8. Fiona Blades, MESH, USA
Festival of NewMR 2013 - Main Stage
Sustainable Research Ecosystem
Customer
Network
Community

9. Fiona Blades, MESH, USA
Festival of NewMR 2013 - Main Stage
Gives back long term
Sustainable
Research
Research rather than marketing principles

10. Fiona Blades, MESH, USA
Festival of NewMR 2013 - Main Stage
Community
Leaders
Challenge 1: Disclosure
Real-time
Experience
Reporters
Customer Network
Community
Community
Leaders

11. Fiona Blades, MESH, USA
Festival of NewMR 2013 - Main Stage
Challenge 2: Actionable research
Real Time
Experience
Tracking
Customer
Network
Boardroom Live Meeting
Project Duration: 12 weeks

12. Fiona Blades, MESH, USA
Festival of NewMR 2013 - Main Stage
Sustainable Research Video

13. Fiona Blades, MESH, USA
Festival of NewMR 2013 - Main Stage
Sustainable Rewards to Communities
Recycling station
Manicure training
Sports fence repair
Individual rewards Community rewards

14. Fiona Blades, MESH, USA
Festival of NewMR 2013 - Main Stage
Sustainable Benefits to PepsiCo
Customer Closeness
Change Agent

15. Fiona Blades, MESH, USA
Festival of NewMR 2013 - Main Stage
Sustainable Benefits to MESH
15
Better Data

16. Fiona Blades, MESH, USA
Festival of NewMR 2013 - Main Stage
Other benefits
MESH Intern from the
community
Helping MESH offices in
other countries
understand our global
purpose
Opens up sponsorship
opportunities for
PepsiCo and others

17. Fiona Blades, MESH, USA
Festival of NewMR 2013 - Main Stage
Used leaders to recruit more members
MESH monitored and then members
Trialled new approaches
Education and calling
Finding the right leaders
Leaders good recruiters but
not monitoring compliance
Communicating rewards
and making tangible
Getting participation
Overcoming difficulties along the way

18. Fiona Blades, MESH, USA
Festival of NewMR 2013 - Main Stage
Actionable Results
New concept of
family
Relationship
Shopping
The Power of
Purchase

19. Fiona Blades, MESH, USA
Festival of NewMR 2013 - Main Stage
Tips for those interested in Sustainable Research
Think Big and Start Small
Allow Time
Be Flexible
Set Up Formal Project Structure
Ensure Senior Involvement

20. Fiona Blades, MESH, USA
Festival of NewMR 2013 - Main Stage
Need to be dedicated, persistent and
believe in the long term payback. This
is about forging relationships.

21. Fiona Blades, MESH, USA
Festival of NewMR 2013 - Main Stage
Long Term Benefits
Career and
educational
opportunities
Ways to improve
community life
Deeper
understanding of
people’s lives
leading to better
marketing
decisions
More respectful
way of
conducting
research getting
higher
quality data

22. Fiona Blades, MESH, USA
Festival of NewMR 2013 - Main Stage
Q & A
Fiona Blades
MESH
Andrew Jeavons
Survey Analytics