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The Implications of Democratising Insights for Research

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The Implications of Democratising Insights for Research

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Presented by Ray Poynter, Potentiate and NewMR

50% of insight projects are conducted internally by clients. Research is being democratised, a shift enabled by the explosion in the number of platforms.
Ray highlights the implications of more research being conducted by people who may have less research knowledge, but who have a greater topic understanding (and with the ability to implement results).

Transcript

  1. 1. The Implications of Democratizing Insights for Research 10 November 2021 Ray Poynter
  2. 2. Sponsors Communication
  3. 3. Agenda What is ‘Democratizing’ What is happening Looking at the trends Implications Recommendations Q & A
  4. 4. Democratization More people using research More people creating research
  5. 5. What is Happening? Non-researchers accessing: • Dashboards • Knowledge management systems • Reports published on the intranet / shared zones • Search engines (internal and external Non-researchers are: • Scripting surveys • Commissioning one-stop solutions, e.g. ad tests, concept tests • Creating online discussions • Collecting video stories • Analysing social media All enabled by the growth in platforms
  6. 6. The Key Trends • Simple to use, simple to interpret • Fast (from desire to result) • Cheaper • Free at the point of use • Complete solution versus better raw tools • Niches remaining niches
  7. 7. The Implications? • Most research will be used by non-researchers • Most research will be initiated by non-researchers • Non-researchers are better placed to action the results of research • The median price per project will fall • Speed will usually be more important than quality • There will be errors, but that was always so • Platforms are the great enabler • Platforms will get smarter and more integrated
  8. 8. Dumbing Down? Racing car photo from https://unsplash.com/@baudy
  9. 9. The Risks? • Naïve research, naïve interpretations • Errors in design, implementation, or interpretation • Overconfidence
  10. 10. The Rewards? More use of evidence-based decision making
  11. 11. Recommendations Insight Teams Become leaders, coaches, advocates, enablers Agencies Focus on what self- serve can’t do Researchers Become an expert, with a T-shape
  12. 12. Q & A Ray Poynter
  13. 13. Sponsors Communication

Description

Presented by Ray Poynter, Potentiate and NewMR

50% of insight projects are conducted internally by clients. Research is being democratised, a shift enabled by the explosion in the number of platforms.
Ray highlights the implications of more research being conducted by people who may have less research knowledge, but who have a greater topic understanding (and with the ability to implement results).

Transcript

  1. 1. The Implications of Democratizing Insights for Research 10 November 2021 Ray Poynter
  2. 2. Sponsors Communication
  3. 3. Agenda What is ‘Democratizing’ What is happening Looking at the trends Implications Recommendations Q & A
  4. 4. Democratization More people using research More people creating research
  5. 5. What is Happening? Non-researchers accessing: • Dashboards • Knowledge management systems • Reports published on the intranet / shared zones • Search engines (internal and external Non-researchers are: • Scripting surveys • Commissioning one-stop solutions, e.g. ad tests, concept tests • Creating online discussions • Collecting video stories • Analysing social media All enabled by the growth in platforms
  6. 6. The Key Trends • Simple to use, simple to interpret • Fast (from desire to result) • Cheaper • Free at the point of use • Complete solution versus better raw tools • Niches remaining niches
  7. 7. The Implications? • Most research will be used by non-researchers • Most research will be initiated by non-researchers • Non-researchers are better placed to action the results of research • The median price per project will fall • Speed will usually be more important than quality • There will be errors, but that was always so • Platforms are the great enabler • Platforms will get smarter and more integrated
  8. 8. Dumbing Down? Racing car photo from https://unsplash.com/@baudy
  9. 9. The Risks? • Naïve research, naïve interpretations • Errors in design, implementation, or interpretation • Overconfidence
  10. 10. The Rewards? More use of evidence-based decision making
  11. 11. Recommendations Insight Teams Become leaders, coaches, advocates, enablers Agencies Focus on what self- serve can’t do Researchers Become an expert, with a T-shape
  12. 12. Q & A Ray Poynter
  13. 13. Sponsors Communication

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