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15 innovation at the margins simon chadwickn cambiar


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Congreso AMAI 2009

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15 innovation at the margins simon chadwickn cambiar

  1. 1. Innovation at the Margins Simon Chadwick AMAI Annual Conference Mexico City, September 2009
  2. 2. Innovation successful introduction of something ► “The new and useful” ► Change, departure, introduction, invention, novelty
  3. 3. “Innovation comes from the margins” Shari Morwood, IBM October, 2006
  4. 4. How easy is it to innovate?
  5. 5. The difference between larger and smaller companies ► Larger companies:  Innovation requires process ► Business plans, research, approvals, committees, testing, RoI  Many ideas battling for resources  Capital access is a competition with all the other needs of the business  Often easier to acquire a successful start-up ► Smaller companies:  Often start-ups  Innovation is the reason for being – one BIG IDEA!  Access to capital (private equity or venture capital)  Rapid iteration in the market  Failure baked in as a necessity for success
  6. 6. Do large MR companies innovate? ► Yes!  Research International: MicroTest  Millward Brown: BrandZ, Link  GfK: Outdoor media monitoring  Arbitron: PPM ► BUT:the majority of large company new products come from acquisition
  7. 7. Examples of acquired innovation Acquiring Acquired Acquired Company Company Innovation Kantar MaPS Brand Tracking IPSOS Livra Communities GfK Arbor Brand Tracking Nielsen Buzzback WOM Passive TNS Compete measurement
  8. 8. Why do large companies acquire innovation? ► Because innovation is occurring on a larger scale and at a faster pace than at any time in our industry’s history ► Larger companies innovate at a slower pace – therefore risk being overtaken by “disruptive technologies” ► “If you can’t beat them, eat them”
  9. 9. Disruptive Technology
  10. 10. Why so much disruptive innovation today? ► Technology  Internet  Social Media ► Popular “new ideas” books  E.g. “Wisdom of Crowds”, “Tipping Point”, “Freakonomics” ► Pre-recession availability of capital
  11. 11. Some examples
  12. 12. Technology: Qualitative
  13. 13. Technology: Integrated Qual/Quant Research>!mpact Optimum!nsight
  14. 14. Technology: Shopper Insights
  15. 15. 3d C-Store
  16. 16. Technology: Online Sample Providing online sample direct from Social Media
  17. 17. Technology: Communities Researcher Listening Surveying Participant Participant Observing
  18. 18. New Ideas: Wisdom of Crowds
  19. 19. Galton’s surprise findings collective actual guess weight = = 1197 lbs 1198 lbs
  20. 20. IEM - The original Predictive Market X 656 Polls ¾ (1988 - 2008)
  21. 21. Use of Predictive Markets ► Concept Testing ► Political polling ► Integrated product testing ► Ad testing More accurate than probability-based tests
  22. 22. New Ideas: Integrated Research
  23. 23. Summary ► Availability of capital + popular new ideas + technology = the most productive era ever in research for “Innovation at the Margins” ► Large companies will copy and will acquire these innovations so that they enter the mainstream ► Many will result in profound changes to what we today regard as “market research”
  24. 24. Thank you!