Wind of Change

639 views

Published on

Published in: Business, Technology
0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total views
639
On SlideShare
0
From Embeds
0
Number of Embeds
293
Actions
Shares
0
Downloads
1
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide

Wind of Change

  1. 1. WINDS OF CHANGE-SWEEPING MR INDUSTRY idStats
  2. 2. Challenge ..To Move Beyond ..High Challenge For Market Research TIME & COSTLow Low STRATEGIC VALUE High (PERCEIVED)
  3. 3. ..By Recognizing & Harnessing TheWinds of Change …
  4. 4. Winds of Change (1)- ‘Changing Face Of Data Collection ’ Face to Face Interviewing “ In the past “market research was the domain Telephonic /Emails of few”. Agency seen as ‘only conduit” to voice of the customer. However with “technology” democratization of research is underway”Online Panels/ Mobile Panels / Social networks
  5. 5. Winds of Change (2)- ‘Increased Dependence on Big Data’SCENARIO 1 : ABC TELECO (Year 1998) Churn Rates spike Key Information Used for Decision Making :  Primary Research i.e. analysis of variables impacting Loyalty Index in ongoing primary research. Commissioned another adhoc primary research to map stated triggers for churn Action Taken : Mass Campaign to address “issues” SCENARIO 2: ABC TELECO (Year 2011)  Churn Rates spike  Key Information Used for Decision Making : Decision making is moving beyond  Big Data : Looked at behavioral profiles of just primary data to being multiple Customers who churned & Mapped behaviors data sources led. ‘In the era of big most closely linked to churn  Primary Data : Analysis of Variables impacting data; more isn’t just more . More is Loyalty Index in ongoing track different”  Action Taken : Micromarketing to address “issues”
  6. 6. Winds of Change (3): Changing Nature of “ Brand Conversation’s’ Panel Communities/ Social Networks leading To Crowd sourcing & Co creation Power of Social Networks O&M creative head tracked down and Unleashed: New Gap Logo, reached out to Jonathan Mak Long; Despised Symbol of Corporate who had previously gained internet Banality, Dead at One Week acclaim for his Steve Jobs tribute
  7. 7. Winds of Change (4): Ability to Go Beyond StatedCurrent Research Methodologies Anchored People don’t (or can’t) in Rational Decision Making tell us everything Need to Go Beyond The “Stated”
  8. 8. Against this Dynamic Context:“Striking A Balance???”
  9. 9. Against this Context: “Striking A Balance”Is Reaching this Balance Feasible? Is Reaching this is balance is not If so how can this balance be feasible? Why Not? Of the 3 needs achieved? which two in your opinion be bundled ? Why?Balanced Approach Method Challenge To Time Balance Data Collection Data Collection Analysis AnalysisWeaving The Story Weaving The Story
  10. 10. id statsResearch & consultancy

×