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Through the Looking GlassHow to use client organisations as magnifiers forresearch projects (and when to get out of the wa...
The mind of the market“A market is a dialogue between the conscious and unconsciousperceptions of those marketing products...
Enough command and control – Start listening!“Research allows marketers to listen in to the conversationsbetween customers...
What explicit value does the intermediary create?External perspectiveSpeed – bypassing the internal politicsExpertise    A...
The implicit value the                    intermediary can provide                 Helping to put implicit knowledge into ...
BIG IDEAS FOR THE MARKET      CONVERSATION
Research once removed – client customer dating         Set up pairing between individual clients and customers – provide a...
Research once removed - Co-creation   between marketing team and customers – the best place for it to happen   Role of res...
Conscription in the research process - Briefing meeting   The research brief & the embedded assumptions   The covert brief...
Conscription in the research process – Assigning roles duringfieldwork   Note taking   Issue sheets   Washup sessions - ex...
Conscription in the research process – Analysis stage   The black box of research - should clients be invited in?   Valuab...
Conscription in the research process – Debrief processInsights will emerge at the debrief stageThe audience needs to be ac...
You‟ve got to know your limitations..               Prospecting for insights is like drilling for oil               Even i...
Plannification..Account planning after 40 years – embedded worldwide across allcommunicationsIs planning making inroads in...
Subverting the client organisation – Supporting decision makingDeliverables which match the agendas and learning styles of...
Subverting the client organisation - Supporting implementationAsking for feedback –       Recommendation adopted successf...
Subverting the client organisation - Embedding research as anappCan we turn research into apps – components in organisatio...
BIG IDEAS FOR AMPLIFYINGCUSTOMER CONVERSATIONS
Trending emergent behaviours – find cool things for people to do   We need to research containers and content not just pro...
Choice architecture – make it deeper or make it quickerDesigning the architecture of choiceDeep or wide?How much attention...
Understanding how context affects behaviour and content – somuch research assumes that context is irrelevant..Context is a...
Identify brand friendly eco systems(where the brand does not need to speak its name)Conversations are more important than ...
Explore human microclimates (not mass markets)“Focus on the little things” St David patron saint of WalesIt is the details...
Use fictionA century of positivism means we privilege testimony from authenticaledwitnesses and ethnographyWe mistrust fic...
Dealing with DisintermediationWhat are the signs that our core skills are challenged?The internet is disrupting every mark...
Vested research interests carrying on regardlessmarketers own camera                                  marketers own camera...
To paraphrase..“A human being should be ashamed to do anything acomputer can do”Joseph WeissenbaumA researcher should be a...
About John Griffiths             John Griffiths, Creative Director             John has spent more than 25 years as a rese...
Through the looking glass - using client organisations to amplify research learnings
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Through the looking glass - using client organisations to amplify research learnings

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presented to AMSRS 2012 conference in Sydney Sept 2011 - using the Alice in Wonderland theme - role of researchers in facilitating the market 'conversation' between marketers and customers, (or in getting out of the way!)

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Through the looking glass - using client organisations to amplify research learnings

  1. 1. Through the Looking GlassHow to use client organisations as magnifiers forresearch projects (and when to get out of the way) John Griffiths Creative Director Spring Research
  2. 2. The mind of the market“A market is a dialogue between the conscious and unconsciousperceptions of those marketing products and those consumingthem” Source: Gerald Zaltman: How Customers think marketers consumers Conscious processes Unconscious processes Where does the researcher add value in this model?
  3. 3. Enough command and control – Start listening!“Research allows marketers to listen in to the conversationsbetween customers and discover how the brand can add value” Andrew Walmsley marketers customer customer Where does the researcher add value in this model?
  4. 4. What explicit value does the intermediary create?External perspectiveSpeed – bypassing the internal politicsExpertise Analysis Sampling Broader market experienceNB Providing access to respondents is no longera good enough reason!
  5. 5. The implicit value the intermediary can provide Helping to put implicit knowledge into words Seeing what the marketer can‟t or won‟t see..Because it lies in the marketer‟s unconscious – not verbalisedOr because what customers are saying conflictswith the marketing agenda
  6. 6. BIG IDEAS FOR THE MARKET CONVERSATION
  7. 7. Research once removed – client customer dating Set up pairing between individual clients and customers – provide an activity/discussion guide then researchers get out of the way!Source: Tuned in Research
  8. 8. Research once removed - Co-creation between marketing team and customers – the best place for it to happen Role of researchers to prepare and calibrate both parties – marketers own jewellery experience to match customer experience Creative „gangbangs‟ future of sport for mobiles market Stimulus as provocation – „throw content into an online community and watch how they play with it‟ Researcher as gooseberry – less is more !!
  9. 9. Conscription in the research process - Briefing meeting The research brief & the embedded assumptions The covert brief Working hypotheses Briefing meeting discussion guide The RFP process misses out on all of this
  10. 10. Conscription in the research process – Assigning roles duringfieldwork Note taking Issue sheets Washup sessions - explore the difference between client and participant worlds (or are they merely a prequel to the debrief?)
  11. 11. Conscription in the research process – Analysis stage The black box of research - should clients be invited in? Valuable to find what can be implemented. And what won‟t be.
  12. 12. Conscription in the research process – Debrief processInsights will emerge at the debrief stageThe audience needs to be actively involvedInsight sheetsActions dates and ownersCapture process to pick up insights downstream Workshops address some but not all of these issues
  13. 13. You‟ve got to know your limitations.. Prospecting for insights is like drilling for oil Even if the research agency finds it and refines it into fuel Its worth nothing if it can‟t be put into the engine of the organisation And turned into energy - momentum – that is the skill of the insight team From a conversation with Pauline Williams incite2action
  14. 14. Plannification..Account planning after 40 years – embedded worldwide across allcommunicationsIs planning making inroads into client organisations?The growth of insight departments and learning organisationsHow is plannification affecting research agencies?
  15. 15. Subverting the client organisation – Supporting decision makingDeliverables which match the agendas and learning styles of differentfunctions in the client organisationAudit trails of what has been sent to whom – how far has the knowledgereached? Source: Mesh Planning
  16. 16. Subverting the client organisation - Supporting implementationAsking for feedback –  Recommendation adopted successfully  Recommendation considered and reviewed but business case does not support change X Recommendation ignored / not consideredDeveloping ROIs for each piece of research Source: Pauline Williams
  17. 17. Subverting the client organisation - Embedding research as anappCan we turn research into apps – components in organisational processes andnot free standing elements which then have to be plugged inThe number of client customer interactions has blossomed – a potential threatto research – can research thinking inform these instead of competing withthem?
  18. 18. BIG IDEAS FOR AMPLIFYINGCUSTOMER CONVERSATIONS
  19. 19. Trending emergent behaviours – find cool things for people to do We need to research containers and content not just products and customer journeys Source: Spring Research
  20. 20. Choice architecture – make it deeper or make it quickerDesigning the architecture of choiceDeep or wide?How much attention does the marketer need?What is the role of automated behaviour?Is the creative content worth giving more attention to ?More research is needed around the aftertaste– how was it for you?
  21. 21. Understanding how context affects behaviour and content – somuch research assumes that context is irrelevant..Context is a crucial frontier territoryUntil now research has ignored contextNeedstates belong to contexts as muchas they belong to peopleCustomers feel brand connections not justwhen they are buying, consumingor advocating..
  22. 22. Identify brand friendly eco systems(where the brand does not need to speak its name)Conversations are more important than sound bites or keywordsMap the conversationsBranded friendly territory doesn‟t meanperpetual namechecking
  23. 23. Explore human microclimates (not mass markets)“Focus on the little things” St David patron saint of WalesIt is the details of human behaviour whichengage people – not the generalities –isn‟t this one of the learnings from reality TV?The modest size of many marketing budgetshould be permission to zoom in on theparticularities of a small audienceInsight is about somebody like me– not what everybody thinks and knows
  24. 24. Use fictionA century of positivism means we privilege testimony from authenticaledwitnesses and ethnographyWe mistrust fiction and imagination as unreliableand self servingFiction – the stories we tell ourselvesand which we choose to inhabitWe need to find ways to exploreshared imaginative spaces
  25. 25. Dealing with DisintermediationWhat are the signs that our core skills are challenged?The internet is disrupting every marketplace Marketers able to take over many tasks formerly delivered through market research
  26. 26. Vested research interests carrying on regardlessmarketers own camera marketers own camera Qual researchers Quant researchers 19th C portrait painters 19th C photographers
  27. 27. To paraphrase..“A human being should be ashamed to do anything acomputer can do”Joseph WeissenbaumA researcher should be ashamed to doanything a marketer can do by themselves
  28. 28. About John Griffiths John Griffiths, Creative Director John has spent more than 25 years as a researcher and planner. As planning director of MHA direct marketing and Grey Integrated he developed numerous through the line campaigns. Since 2000 he ran his own research consultancy Planning Above and Beyond during which time he won the MRS prize for Best New Thinking twice in 2004 and 2010. To date he has run research for clients such as New Look, Tesco, IHG hotels and most recently Kodak. John is responsible for product development at Spring as well as managing specific projects.

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