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Is Innovation The Cure For The Respondent Blues? Slide 1 Is Innovation The Cure For The Respondent Blues? Slide 2 Is Innovation The Cure For The Respondent Blues? Slide 3 Is Innovation The Cure For The Respondent Blues? Slide 4 Is Innovation The Cure For The Respondent Blues? Slide 5 Is Innovation The Cure For The Respondent Blues? Slide 6 Is Innovation The Cure For The Respondent Blues? Slide 7 Is Innovation The Cure For The Respondent Blues? Slide 8 Is Innovation The Cure For The Respondent Blues? Slide 9 Is Innovation The Cure For The Respondent Blues? Slide 10 Is Innovation The Cure For The Respondent Blues? Slide 11 Is Innovation The Cure For The Respondent Blues? Slide 12 Is Innovation The Cure For The Respondent Blues? Slide 13 Is Innovation The Cure For The Respondent Blues? Slide 14 Is Innovation The Cure For The Respondent Blues? Slide 15 Is Innovation The Cure For The Respondent Blues? Slide 16 Is Innovation The Cure For The Respondent Blues? Slide 17 Is Innovation The Cure For The Respondent Blues? Slide 18 Is Innovation The Cure For The Respondent Blues? Slide 19
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We recently conducted the GRIT CPR Study, a global study with consumers on their view on market research as well as the bi-annual GRIT study among research buyers & suppliers. Were the major findings in either of them connected? Lenny Murphy of GreenBook will explore that question and unveil the results for the first time anywhere!

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Is Innovation The Cure For The Respondent Blues?

  1. 1. Is Innova(on The Cure For The Respondent Blues? Lenny Murphy, GreenBook/Gen2 Advisors Opportunities & Challenges in MR Is Innova(on The Cure For The Respondent Blues? Lenny Murphy GreenBook/Gen2 Advisors
  2. 2. Is Innova(on The Cure For The Respondent Blues? Lenny Murphy, GreenBook/Gen2 Advisors Opportunities & Challenges in MR Courtesy of Simon Chadwick, Cambiar Consul(ng
  3. 3. Is Innova(on The Cure For The Respondent Blues? Lenny Murphy, GreenBook/Gen2 Advisors Opportunities & Challenges in MR Source: GRIT Q3-Q4 2015
  4. 4. Is Innova(on The Cure For The Respondent Blues? Lenny Murphy, GreenBook/Gen2 Advisors Opportunities & Challenges in MR Source: GRIT Q3-Q4 2015
  5. 5. Is Innova(on The Cure For The Respondent Blues? Lenny Murphy, GreenBook/Gen2 Advisors Opportunities & Challenges in MR Source: GRIT Q1-Q2 2017
  6. 6. Is Innova(on The Cure For The Respondent Blues? Lenny Murphy, GreenBook/Gen2 Advisors Opportunities & Challenges in MR 14% 20% 23% 25% 31% 39% 49% 16% 18% 23% 27% 32% 37% 48% Analysis of behavioral data rather than direct Social PlaVorm sampling (research Backlash against “over surveying” consumers Privacy legisla(on Programma(c Adver(sing networks Single source networks Virtual Reality replacing PCs/Mobile Top 2 Box on Disrup(ve Poten(al Insights buyer or client Insights provider or supplier 50% 25% 0% 25% 50% Thinking about potential disruptors to how your company currently engages with consumers for research, rank the following from Most to Least disruptive potential. Source: GRIT Q1-Q2 2017
  7. 7. Is Innova(on The Cure For The Respondent Blues? Lenny Murphy, GreenBook/Gen2 Advisors Opportunities & Challenges in MR © 2017 OdinText Inc. 21% 47% 20% 11% 22% 42% 26% 10% 55% 22% 18% 5% Be`er Worse Stay the same Not sure Is Sample Quality Gecng Be`er, Worse, Or Staying The Same? Insights buyer or client Research Providers Sample/Panel Providers
  8. 8. Is Innova(on The Cure For The Respondent Blues? Lenny Murphy, GreenBook/Gen2 Advisors Opportunities & Challenges in MR © 2017 OdinText Inc.
  9. 9. Is Innova(on The Cure For The Respondent Blues? Lenny Murphy, GreenBook/Gen2 Advisors Opportunities & Challenges in MR 2.6% 1.9% 1.3% 2.9% 7.1% 11.0% 23.7% 25.8% 13.6% 9.5% 1 - Not At All satisfied 2 3 4 5 6 7 8 9 10 - Extremely satisfied 0 0.05 0.1 0.15 0.2 0.25 0.3 N= 6208
  10. 10. Is Innova(on The Cure For The Respondent Blues? Lenny Murphy, GreenBook/Gen2 Advisors Opportunities & Challenges in MR 55.2% 38.4% 6.2% Yes No I'm not sure 0 0.1 0.2 0.3 0.4 0.5 0.6 N= 6208
  11. 11. Is Innova(on The Cure For The Respondent Blues? Lenny Murphy, GreenBook/Gen2 Advisors Opportunities & Challenges in MR 18.6% 35.6% 27.6% 12.3% 2.8% 2.8% 5 minutes or less 6 - 10 minutes 11 - 15 minutes 16 - 20 minutes More than 20 minutes I’m not sure 0 0.05 0.1 0.15 0.2 0.25 0.3 0.35 0.4 N= 6208
  12. 12. Is Innova(on The Cure For The Respondent Blues? Lenny Murphy, GreenBook/Gen2 Advisors Opportunities & Challenges in MR 36.6% 7.4% 12.6% 10.7% 8.9% 6.3% 6.3% 2.5% 7.4% 1.0% To earn rewards or prizes To be able to shape important decisions To supplement my income I enjoy doing surveys I find the surveys interesting I appreciate being asked for my opinions I want my views to be heard I like to be ‘in the know’ Learn about new products and services on the market Some other reason (please specify) 0 0.05 0.1 0.15 0.2 0.25 0.3 0.35 0.4 N= 6208
  13. 13. Is Innova(on The Cure For The Respondent Blues? Lenny Murphy, GreenBook/Gen2 Advisors Opportunities & Challenges in MR Company Men(ons 2017 Rank 2016 Rank Change Company Men(ons 2017 Rank 2016 Rank Change Company Men(ons 2017 Rank 2016 Rank Change System 1 Research (formerly BrainJuicer) 441 1 1 0 Luc.id 68 19 47 28 Remesh 25 37 DEBUT DEBUT Ipsos 364 2 2 0 FocusVision 54 20 21 1 mFour 24 38 DEBUT DEBUT Nielsen 253 3 4 1 Itracks 54 21 DEBUT DEBUT YouGov 23 39 34 (5) OdinText 248 4 36 32 Toluna 51 22 17 (5) Flamingo 22 40 28 (12) Insites Consul(ng 202 5 3 (2) Macromill 47 23 24 1 IBM 22 41 37 (4) Research Now 165 6 15 9 Cint 45 24 31 7 Join the Dots 22 42 46 4 GfK 160 7 5 (2) Lightspeed 43 25 23 (2) MadPow 22 43 DEBUT DEBUT Kantar Group 155 8 16 8 Voxpopme 42 26 50 24 Sen(ent Decision Science 22 44 33 (11) ZappiStore 151 9 11 2 Discuss.io 41 27 44 17 Sawtooth Sojware 21 45 DEBUT DEBUT LRW 135 10 8 (2) SKIM 41 28 DEBUT DEBUT MARU Group 20 46 DEBUT DEBUT SSI 126 11 13 2 Gutcheck 34 29 14 (15) Happy Thinking People 20 47 32 (15) Google 124 12 10 (2) Intage 34 30 22 (8) InfoScout 19 48 35 (13) Millward Brown 116 13 9 (4) AYTM 30 31 43 12 InsightsNow 19 49 DEBUT DEBUT Qualtrics 111 14 12 (2) Confirmit 30 32 DEBUT DEBUT Hall & Partners 18 50 40 (10) TNS 107 16 6 (10) SurveyMon key 29 33 26 (7) Schlesinger Associates 18 51 DEBUT DEBUT Hotspex 105 16 18 2 RIWI Corp. 27 34 19 (15) Buzzback 18 52 DEBUT DEBUT 20/20 Research Technology 79 17 20 3 Burke 26 35 DEBUT DEBUT Dig Insights 18 53 DEBUT DEBUT Vision Cri(cal 78 18 7 (11) Facebook 26 36 39 3 GetFeedback 18 54 DEBUT DEBUT Source: GRIT Q1-Q2 2017
  14. 14. Is Innova(on The Cure For The Respondent Blues? Lenny Murphy, GreenBook/Gen2 Advisors Opportunities & Challenges in MR 0 10 20 30 40 50 60 70 80 90 100 Good consumer connec(on Representa(ve sample Good connec(on between researchers and marketers Rigorous analysis Change the actude and decisions of marke(ng execu(ves Generates measurable ROI Clear storyline Delivering consulta(ve recommenda(ons 56 57 59 70 82 83 98 100 52 62 64 65 70 79 92 100 Index of Elements Impac(ng Research Success – Success Pillars Suppliers Buyers Source: GRIT Q1-Q2 2017
  15. 15. Is Innova(on The Cure For The Respondent Blues? Lenny Murphy, GreenBook/Gen2 Advisors Opportunities & Challenges in MR 0 10 20 30 40 50 60 The use of tradi(onal proven methods Reputa(on of the agency Low price Openness to collaborate with third par(es (agencies) Surprising results Our experience with the agency Provides content for external marke(ng communica(on The innova(veness of the research method Interac(ve presenta(ons and workshops Fast results Flexibility of the agency Crea(ve repor(ng An engaging experience for par(cipants 0 7 9 15 20 24 26 31 35 39 39 39 41 8 16 0 19 17 27 35 47 37 36 42 47 51 Index of Elements Impac(ng Research Success – Less Impact Suppliers Buyers Source: GRIT Q1-Q2 2017
  16. 16. Is Innova(on The Cure For The Respondent Blues? Lenny Murphy, GreenBook/Gen2 Advisors Opportunities & Challenges in MR 18.30% 15.90% 18.60% 18.80% 28.40% 16.60% 14.70% 20.00% 19.40% 29.32% Price Geographic reach Innova(ve approach Speed of results Quality of insights generated Project Priori(za(on Client Supplier Source: GRIT Q1-Q2 2017
  17. 17. Is Innova(on The Cure For The Respondent Blues? Lenny Murphy, GreenBook/Gen2 Advisors Opportunities & Challenges in MR Conclusion: A Blueprint For The Research Industry Principles Build brands & rela(onships Be transparent Engagement is key Make it simple & clear UX ma`ers Implementa(on Leverage technology Make it mobile first Keep it short Deliver flexible & real-(me rewards Ensure 100% data quality CX Focus Put the respondent first Let respondents set the terms of engagement Be respecVul Make it rewarding Create win/win rela(onships
  18. 18. Is Innova(on The Cure For The Respondent Blues? Lenny Murphy, GreenBook/Gen2 Advisors Opportunities & Challenges in MR Thank You!
  19. 19. Is Innova(on The Cure For The Respondent Blues? Lenny Murphy, GreenBook/Gen2 Advisors Opportunities & Challenges in MR Q & A Lenny Murphy GreenBook/Gen2 Advisors Ray Poynter The Future Place

We recently conducted the GRIT CPR Study, a global study with consumers on their view on market research as well as the bi-annual GRIT study among research buyers & suppliers. Were the major findings in either of them connected? Lenny Murphy of GreenBook will explore that question and unveil the results for the first time anywhere!

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