Counts down the top 7 Things that should be obsolete in market research in 2015, but aren't (yet). For each, we suggest a likely "murderer" - e.g. focus groups dying at the hands of social eavesdropping, and ad post-testing being killed off by YouTube Analaytics. Presented to the Market Research Society of Malaysia annual conference 2015

1. 1

2. 2
Before Maxis

3. 3
Today: Marketing Services
Marcomm
Media
& $$
Digital &
Social
Activation &
Regions
Partnerships
Market Intel & Insights

4. 4
Today’s topic
(officially)
Creating Actionable
Insights Incorporating
Social

5. 5
Today’s topic
(really)
Market research:
Thriving or Dying?

6. 6
Congrats!
2014 Greenbook Research Industry Trends agrees with
you
• The use of traditional in-person focus groups increased from
60% (Q1-Q2 2013) to 70% (Q1-Q2 2014).
• Within the same time period, the use of in-person, in-depth
interviews increased from 45% to 53%.
• Interviews using online communities increased from 21% to
24%
• The use of mobile surveys increased from 18% to 24%

7. 7

8. 8
What if …both?

9. 9
Inspiration
7 Things That Became Obsolete in 2014

10. 10
How about a Market Research countdown list?
7 things that SHOULD be
obsolete in 2015 but aren’t
(just don’t look down)

11. 11

12. 12
#7: In person FGDs

13. 13
We found out Chicken-related words become a
trending search term once a year
Chicken
Chicken recipe
Chicken in red sauce
Fried chicken

14. 14
Based on these keywords masakan ayam (chicken
dish), resipi ayam (chicken recipe), resipi/ masakan
ayam goreng (fried chicken recipe), we had an idea

15. 15
1. Search ads that push all kinds of chicken recipes.
• So when people search for “chicken recipe” our ads will appear & when they click on
the ads, it will direct them to our Hotlink website.
For example:
1. Recipe for chicken in red sauce. The easiest way to cook. But free chicken
from Hotlink is better!
2. Chef Wan’s chicken in red sauce. Best for Raya. But free chicken from Hotlink
is better!

16. 16
2. Clickbaiting: 30 different tongue in cheek banners
& social posts
Download the
famous chicken
dishes from Chef
Juan.
Click here to
download the
famous chicken
recipe in Malaysia.
Love chicken in
red sauce? Click
here for recipe.
Chicken recipe for
the lazy ones. Get
it here now!
Most delicious
fried chicken in the
world

17. 17
3. Lastly, redirect all the ads to this custom Hotlink Free
Chicken Recipe landing page

18. 18

19. 19
#6: Any sort of “Lifestyle” question

20. 20
Likely Murder Suspect

21. 21
#5: The Powerpoint Report
• Endangered species
• 3 main problems with reports
Forces an artificial frame on info – one that the
report writer chooses, rarely the insight end-user
Static Linear Fetishizes the summary

22. 22
UBER “Data released beyond professional researchers
is data that democratizes decision making and problem
solving”

23. 23

24. 24
Live data, Instant drag and drop visualisations

25. 25
Auto-filters data by platform, type of content, by
Klout score or even manual tags as “known
cybertrooper”

26. 26
And very usefully for us, by geo-filter

27. 27
For us, “actionable insight” is simply the
power to surprise a jaded customer

28. 28

29. 29
#4: Concept or Ad-testing (pre)

30. 30
Which is the *better* web layout?
A/B/N testing
Test up to 10 full
versions of a single
page
Original – carousel +
banners
Opt 1 – Multi stacked
hero banners
Opt 2 – Only 1
hero banner +
tiles

31. 31

32. 32
Q: Which ad copy to run?
A: All of them
(or as many of them as you can make)

33. 33

34. 34

35. 35
#3: Ad-testing (post)

36. 36
#3: Ad-testing (post)

37. 37

38. 38
#2: Needing to ask customers whether they’re
happy with your product or service
Top-Up via Maxis Pay
Introduced
debit
option
Number of In-app Internet
passes purchased / mth
Removed
password
prompt
Introduced
Sticky
notificatns

39. 39

40. 40
#1: Needing to ask customers what they think
about…. Well, anything
There’s more insight to be gained from what customers
say about you to others
than what they say about you to you

41. 41
Whether it’s “What do they think about X?”

42. 42
Or “What do they think about most at 3am?”
Or even “What are they thinking right this minute?”

43. 43

44. 44
Pre-cognitive marketing?
• Unscented lotion
• calcium, magnesium and zinc
• lots of scent-free soap and
extra-big bags of cotton balls
• Hand sanitizer
• Etc
Identified 25 products that,
when analyzed together,
allowed Target to assign
each shopper a “pregnancy
prediction” score

45. 45
Facial emotion recognition “in the wild”?
• Works basically anywhere you can put spy cameras – cinemas, retail environment,
etc

46. 46
Creepy or Cool – prescriptive social selling

47. 47
See anyone's personality with one-click as you
browse LinkedIn, Twitter, and Facebook

48. 48
See how your personality-type blends with someone
else (even if you haven't met them yet).

49. 49
For a few more bucks, even telling you how to email
All this without even asking a
single yes-or-no question

50. 50

51. 51

52. 52

53. 53
Research vs. Insight

54. 54
Insight
Me

55. 55
Innovation as sometimes creative destruction
• Until a few years ago,
companies were
discarding most of their
own interaction data and
going to third parties for
insights about their
consumers
PERFECT STORM BREWING
• Technology has democratized data
collection
• Customers’ increasing social &
mobile life
• Digitized everything
• Explosion of mobile/ecommerce
• Big data flood
• Evolution in storage - no need to
ever delete a file
• Machine learning going mainstream
• Monetization of data creates
broader awareness of value

56. 56
Thriving in a storm – reinvention?
More utility for insight trade offs
• Moving from the “survey” to the “tool” will
allow customers to voluntarily generate data
• Not in waves, but in a constant stream of
data
• This is the ultimate dream of the researcher
• And it is also the ultimate dream of every
client – real-time constant feedback about

57. 57
Wanna send love/hate? @SulinLau