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Steve Wills - July lecture series - 2014

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Steve Wills - The new Insight Management profession. Opportunity or threat? - NewMR July 2014 Lecture Series

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Steve Wills - July lecture series - 2014

  1. 1. Steve Wills, Insight Management Academy, UK July Lecture Series 2014 The  New  Insight  Management   Profession.  Opportunity  or  threat? Steve Wills 2014  Pla)num  Sponsor  
  2. 2. Steve Wills, Insight Management Academy, UK July Lecture Series 2014 Today’s  presenta<on……   2   •  What  is  Insight  Management?   •  How  and  why  has  the  profession  developed?   •  What  does  it  mean  for  market  research?    
  3. 3. Steve Wills, Insight Management Academy, UK July Lecture Series 2014 3   The  world’s  biggest  and   fastest  growing  resource  is   informa<on.   It  is  only  valuable  if  it  is  used!  
  4. 4. Steve Wills, Insight Management Academy, UK July Lecture Series 2014 2000   •  Separate  service  func)ons   Market Research Competitor & Market Intelligence Database Analysis 4  
  5. 5. Steve Wills, Insight Management Academy, UK July Lecture Series 2014 Key  Messages   The  good:   •  Project  management   •  Data  provision   The bad: •  Communication •  Demonstrating value 5  
  6. 6. Steve Wills, Insight Management Academy, UK July Lecture Series 2014 2003  –  The  Emergence  of  “Insight”   •  Under  one  roof  –  but  s)ll  service  func)ons   Market Research Competitor & Market Intelligence Database Analysis Market Research Competitor & Market Intelligence Database Analysis 6  
  7. 7. Steve Wills, Insight Management Academy, UK July Lecture Series 2014 What  is  Insight?   •  “a  penetra)ng,  and  oQen  sudden  understanding”                or     •  “the  ability  to  perceive  clearly  or  deeply”   Dictionary definition: = insights = insight 7  
  8. 8. Steve Wills, Insight Management Academy, UK July Lecture Series 2014 Insights     •  The flashes of inspiration •  The “Ah ha” moments •  Usually arise from a specific project “a  penetra)ng,  and  oQen  sudden  understanding”   8  
  9. 9. Steve Wills, Insight Management Academy, UK July Lecture Series 2014 Insight   •  Deep embedded knowledge and understanding •  It’s about providing the under- pinning of all decision making •  The essence of customer- centricity “the  ability  to  perceive  clearly  or  deeply”   9  
  10. 10. Steve Wills, Insight Management Academy, UK July Lecture Series 2014 Insight  Management:  The  Key  Messages   •  Insight  is  built  from  mul)ple  sources  –  research,     database,  sales  etc.  each  only  being  part  of  the   bigger  picture   •  Insight  is  a  strategic  asset  –  as  important  to  a   business  as  its  IT   •  Insight  must  therefore  be  managed  like  a  strategic   asset.  
  11. 11. Steve Wills, Insight Management Academy, UK July Lecture Series 2014 Growing  Influence  of  Insight   The role of the Board is to deploy its assets to generate the highest returns HR Director Finance Director IT DirectorInsight Director So what are a company’s strategic assets?
  12. 12. Steve Wills, Insight Management Academy, UK July Lecture Series 2014 12  
  13. 13. Steve Wills, Insight Management Academy, UK July Lecture Series 2014 Forum  Projects   Team Structures Business Metrics Team Metrics C&MI Scenario Planning Consultancy Skills Big picture building Agency Relationships Web 2.0 etc Communication Skills Customer Experience Valuation Foresight & Innovation Do more with less Knowledge sharing Valuation capability Big DataTrust
  14. 14. Steve Wills, Insight Management Academy, UK July Lecture Series 2014 14 Why This Evolution? •  David Smith – Director & Vice President, Finance, GlaxoSmithKline “I  am  always  looking  for   whatever  will  bring  a  step-­‐ change  improvement  in   company  performance”  
  15. 15. Steve Wills, Insight Management Academy, UK July Lecture Series 2014 The  Drivers   •  Low  cost   differen)a)on   •  Big  Data       15  
  16. 16. Steve Wills, Insight Management Academy, UK July Lecture Series 2014 The  Drivers   •  Low  cost   differen)a)on   •  Big  Data   •  Company  size   16  
  17. 17. Steve Wills, Insight Management Academy, UK July Lecture Series 2014 The  Drivers   •  Low  cost  differen)a)on   •  Vast  expansion  of  data   •  Company  size   •  Staff  turnover   17  
  18. 18. Steve Wills, Insight Management Academy, UK July Lecture Series 2014 What  is  it  worth?   What  scares  me  is  that  in  3   months  you’ve  learnt  more   about  my  customers  than  I   have  in  30  years.   The cost: £300m p.a. plus The value: Market share 18% 32% 18
  19. 19. Steve Wills, Insight Management Academy, UK July Lecture Series 2014 What  is  it  worth?   What  scares  me  is  that  in  3   months  you’ve  learnt   more  about  my  customers   than  I  have  in  30  years.   19 Market capitalisation: £6bn £36bn!
  20. 20. Steve Wills, Insight Management Academy, UK July Lecture Series 2014 2012  –  Emergence  of  the  Profession   10+  Years  Ago:   •  Research  Managers  /  Analysts  etc   –  Technical  specialists   –  Great  project  managers   –  Service  ethic   Today:     •  “Consultants”  or  “Business  partners”   –  Mul)-­‐disciplinary   –  Commercially  aware   –  Great  communicators   –  Problem  solvers  
  21. 21. Steve Wills, Insight Management Academy, UK July Lecture Series 2014 21   Highest Paid Person’s Opinion
  22. 22. Steve Wills, Insight Management Academy, UK July Lecture Series 2014 22   With  thanks  to  Scoe  Adams  and  Dilbert    -­‐    hep://dilbert.com/strips/comic/2007-­‐05-­‐16/        
  23. 23. Steve Wills, Insight Management Academy, UK July Lecture Series 2014 Insight 1. Information that can make a difference 2. Making that information make a difference Management 23  
  24. 24. Steve Wills, Insight Management Academy, UK July Lecture Series 2014 Strategic   Insight   Management   Module  1     Decision   Making:   Behavioural   Insight   Module  2     Organisa)onal   Awareness   Module  3     Business   Issue   Evalua)on   Module  4       Insight   Genera)on   Module  5     Insight   Delivery   Module  6       MSc  Insight  Management   24  
  25. 25. Steve Wills, Insight Management Academy, UK July Lecture Series 2014 Role  of  the  Insight  Management  Academy:   25   Career  Development   •  Assessment   •  CPD  /  Learning  records   •  Training   Performance  Support   •  Toolkits   •  Resources   •  MarketPlace   •  IBEX-­‐based  consultancy   Knowledge  Management   •  Reading  list   •  Suggested  reading   •  Personal  library   •  Company  Library   •  Cataloguing   •  Defining  best  prac)ce   •  Helping  individuals  and   organisa)ons  achieve  it  
  26. 26. Steve Wills, Insight Management Academy, UK July Lecture Series 2014 26  
  27. 27. Steve Wills, Insight Management Academy, UK July Lecture Series 2014 27   The  Glove  Shrine   $3.22   $10.55  
  28. 28. Steve Wills, Insight Management Academy, UK July Lecture Series 2014 Barclays – Insight TV
  29. 29. Steve Wills, Insight Management Academy, UK July Lecture Series 2014 Is  it  a  True  Profession?   •  An  occupa)on  –  to  Board  level  –  certainly.   •  Academically  rigorous  –  gekng  there.   – PhD  research  already  being  planned   •  Social  purpose  and  value  –  definitely!  
  30. 30. Steve Wills, Insight Management Academy, UK July Lecture Series 2014 Opportunity  or  Threat?   •  The  real  threats  to  MR   – Displacement  by  Big  Data   – Reputa)on  is  “thing  of  the  past”?   – Neuroscience  undermining  validity  of  some   approaches?   •  Insight  Management  =  Opportunity   – Career  development  aerac)ng  the  best   – Establishing  the  true  value  of  MR  
  31. 31. Steve Wills, Insight Management Academy, UK July Lecture Series 2014 THANK  YOU   Anouk Willems, InSites Consulting, Netherlands NewMR Lecture Series April 2014 2014  Pla)num  Sponsor   Steve Wills
  32. 32. Steve Wills, Insight Management Academy, UK July Lecture Series 2014 The  Sponsors  for  this  Event   If  you  are  interested  in  sponsoring  a  future  NewMR  event   Email  Michele.Poynter@TheFuturePlace.com     2014  Pla)num  Sponsor  
  33. 33. Steve Wills, Insight Management Academy, UK July Lecture Series 2014 Q  &  A   2014  Pla)num  Sponsor   Steve  Wills   Insight  Management  Academy   Sue  York   Author  of  The  Handbook  of   Mobile  Market  Research  
  34. 34. Steve Wills, Insight Management Academy, UK July Lecture Series 2014 Thank  You!     •  If  you  want  more  informa)on  about  the   Insight  Management  Academy….   •  Please  visit   – www.insight-­‐management.org   Or   – Email  steve.wills@insight-­‐management.org   •  Defining  best  prac)ce   •  Helping  individuals  and   organisa)ons  achieve  it  

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