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Are we happy with the route research is taking?

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Presented at Marketing Leaders Masterclass #MLleeds

Market research has undergone dramatic change in the last ten years; more than in the last 50 – but has it changed for the better? In this session, Duncan takes a closer look at how some of these changes are preventing consumer insight from reaching its full potential and what can be done about it

Published in: Marketing
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Are we happy with the route research is taking?

  1. 1. Market Research & Insight Consultants M Callum Laytonc •  -­‐-­‐-­‐-­‐   •  -­‐-­‐-­‐-­‐   •  -­‐-­‐-­‐-­‐   < Previous Next > Are  we  happy  with  the  direc.on  research  is   taking?  
  2. 2. Market Research & Insight Consultants M Callum Laytonc •  -­‐-­‐-­‐-­‐   •  -­‐-­‐-­‐-­‐   •  -­‐-­‐-­‐-­‐   < Previous Next > 2   My,  how  you’ve  changed!   •  Online  panels   •  Internet   •  Social  media:  TwiCer,  Snapchat,  Facebook,  LinkedIn,  Google   •  Data  overload   •  Procurement   •  Data  silos     •  Behavioural  economics   •  MRI  scans   •  Survey  monkey   •  Gamifica.on  
  3. 3. Market Research & Insight Consultants M Callum Laytonc •  -­‐-­‐-­‐-­‐   •  -­‐-­‐-­‐-­‐   •  -­‐-­‐-­‐-­‐   < Previous Next > 3  
  4. 4. Market Research & Insight Consultants M Callum Laytonc •  -­‐-­‐-­‐-­‐   •  -­‐-­‐-­‐-­‐   •  -­‐-­‐-­‐-­‐   < Previous Next > 4   UK  Grocery  Market  Share  2008  Compared  to  2015   0   5   10   15   20   25   30   35   40   Other   Iceland   Lidl   Aldi   Waitrose   Morrisons   Sainsbury   Asda   Tesco   8.7   1.7   2.4   3   3.8   11.1   15.8   17   36.1   12   2.2   3.5   5   5.2   11   16.8   17   28.0   12  w/e  March  1st  2015   2008   Source:  Kantar  Worldpanel  and   Kantar  Worldwide.  
  5. 5. Market Research & Insight Consultants M Callum Laytonc •  -­‐-­‐-­‐-­‐   •  -­‐-­‐-­‐-­‐   •  -­‐-­‐-­‐-­‐   < Previous Next > 5   Reduced  Your  Spending  On  Anything  In  Last  6  Months?     McCallum  Layton  survey  2008   30+  years  old  18-­‐29  years  old   30%     food  &  drink       52%   43%     going  out/socialising/ea.ng  out     29%   34%     clothes   22%   15%     travelling  by  car     25%      10%       household  energy     24%   6%     holidays   14%   48% YES   58%  
  6. 6. Market Research & Insight Consultants M Callum Laytonc •  -­‐-­‐-­‐-­‐   •  -­‐-­‐-­‐-­‐   •  -­‐-­‐-­‐-­‐   < Previous Next > 6   Long  Or  Short-­‐Term  Changes  To  Spending?   McCallum  Layton  survey  2008     30+  years  old  18-­‐29  years  old   41%   Long  term  changes  to  spending.   I  will  con.nue  with  them  acer  situa.on   improves   43%       44%   57%   Short  term  changes  to  spending.   I  will  revert  to  how  I  used  to  spend  when   situa.on  improves   52%    48%    
  7. 7. Market Research & Insight Consultants M Callum Laytonc •  -­‐-­‐-­‐-­‐   •  -­‐-­‐-­‐-­‐   •  -­‐-­‐-­‐-­‐   < Previous Next > 7   Long-­‐Term  Behaviour   McCallum  Layton  Annual  Money  MaCers  Survey:  See  our  website     2011   2012   2013   2014   2015   48%   51%   77%   67%   67%   Watching  what  I  spend  has  become  a  way  of  life,   I’ll  con.nue  when  my  finances  get  easier  
  8. 8. Market Research & Insight Consultants M Callum Laytonc •  -­‐-­‐-­‐-­‐   •  -­‐-­‐-­‐-­‐   •  -­‐-­‐-­‐-­‐   < Previous Next > 8   Not  Just  Grocery   •  Alliance  &  Leicester,  Bradford  &  Bingley  and  Dunfermline  building  society   were  taken  over   •  Royal  Bank  of  Scotland  and  Lloyds  Banking  Group  are  now  under  state   control.   •  Woolworths,  MFI,  Land  of  Leather,  Comet,  Jessops,  HMV,  Blockbuster,   Dolcis,  Peacock  Fashion,  Game  Group  and  Borders  all  went   •  Habitat  closed  30  out  of  33  stores   •  JJB  Stores  collapsed  in  Sept  2012  (400  down  to  20  stores)   •  Bri.sh  Airways  was  in  financial  trouble  (£401m  loss)   •  Corus  Steel  laid  off  4,500  workers   •  Jaguar  Land  Rover  laid  off  staff/short-­‐.me  working     Between  2008  –  2010  170,00  small  businesses  went  bankrupt   Between  2008  –  2013  UK  retailers  suffered  an  es.mated  £23bn  in  lost  sales  (source  Conlumino)  
  9. 9. Market Research & Insight Consultants M Callum Laytonc •  -­‐-­‐-­‐-­‐   •  -­‐-­‐-­‐-­‐   •  -­‐-­‐-­‐-­‐   < Previous Next > 9   BIGGER      (maybe  bigger  budgets,  more  data  is  a  help)           BETTER?  (I’m  not  so  sure)     FASTER      (Herein  lies  one  of  the  problems)  
  10. 10. Market Research & Insight Consultants M Callum Laytonc •  -­‐-­‐-­‐-­‐   •  -­‐-­‐-­‐-­‐   •  -­‐-­‐-­‐-­‐   < Previous Next > 10   Faster,  Faster   Speed     •  We  are  the….   •  instant  gra.fica.on  society   •  soundbite  society   •  online  society   •  in  a  hurry  society   •  Today’s  market  researchers  are  under  great  pressure  to   produce  fast  ac.onable  results  on  which  to  base  informed   decisions    
  11. 11. Market Research & Insight Consultants M Callum Laytonc •  -­‐-­‐-­‐-­‐   •  -­‐-­‐-­‐-­‐   •  -­‐-­‐-­‐-­‐   < Previous Next > 11   Other  Factors  Are  Also  At  Play   •  Many  companies  run  by  accountants   focusing  on  figures  at  the  expense  of   qualita.ve  understanding   •  The  rise  of  procurement     •  Purchasing  on  cost  not  quality   •  many  without  any  research   understanding   •  DIY  research  plaporms   •  More  quant  research  and  anecdotal   evidence  that  qual  is  out  of  fashion    
  12. 12. Market Research & Insight Consultants M Callum Laytonc •  -­‐-­‐-­‐-­‐   •  -­‐-­‐-­‐-­‐   •  -­‐-­‐-­‐-­‐   < Previous Next > 12   What  Should  We  Do  About  It?   •  Prior  to  the  research,  undertake  a  stakeholder  audit   •  At  project  design  stage  leave  .me  to  examine  the  qualita.ve  aspects  behind  the   numbers   •  Step  back  a  bit  and  take  .me  to  examine  the  findings   •  Compile  and  insight  ac.on  audit  (IAA)   •  Make  .me  for  a  post-­‐results  workshop  using  the  IAA   •  Disseminate  the  results  to  all  research  stakeholders  in  an  engaging  and   interes.ng  way    
  13. 13. Market Research & Insight Consultants M Callum Laytonc •  -­‐-­‐-­‐-­‐   •  -­‐-­‐-­‐-­‐   •  -­‐-­‐-­‐-­‐   < Previous Next > 13   Stakeholder  Audit   These  slides  are  copyright.     If  you  would  like  the  template  please  email   duncanmccallum@mccallum-­‐layton.co.uk  
  14. 14. Market Research & Insight Consultants M Callum Laytonc •  -­‐-­‐-­‐-­‐   •  -­‐-­‐-­‐-­‐   •  -­‐-­‐-­‐-­‐   < Previous Next > 14   Insight  Ac.on  Audit  For  AJAX  LTD   These  slides  are  copyright.     If  you  would  like  the  template  please  email   duncanmccallum@mccallum-­‐layton.co.uk  
  15. 15. Market Research & Insight Consultants M Callum Laytonc •  -­‐-­‐-­‐-­‐   •  -­‐-­‐-­‐-­‐   •  -­‐-­‐-­‐-­‐   < Previous Next > 15   MLTV:  Communicate  In  An  Engaging  Way   •  Brings  your  insight  to  life   •  Exci.ng  and  impacpul   •  Easy  to  use   •  Can  incorporate  a  variety  of  media   •  Presenter  explains  the  informa.on   •  Can  be  accessed  on  the  move  on   some  smartphones   •  Secure  password  protected  access    
  16. 16. Market Research & Insight Consultants M Callum Laytonc •  -­‐-­‐-­‐-­‐   •  -­‐-­‐-­‐-­‐   •  -­‐-­‐-­‐-­‐   < Previous Next > 16   To  Summarise   •  2008  saw  the  start  if  the  UK’s  worst  recession  since  the  1930’s     •  In  2008  there  were  already  strong  pointers  to  the  likely  long-­‐term  effects   •  Researchers  had  more  tools  available  than  before  –  yet  many  companies  didn’t   realise  what  was  happening   •  The  dash  for  faster  and  faster  results,  more  quant  than  qual  missed  the  bigger   picture     •  Where  possible  we  need  to  slow  down  and  get  back  to  the  basics  of  good   research  –  take  .me  to  properly  dissect  the  results  and  their  likely  effect   •  Make  sure  the  results  reach  the  parts  of  the  company  that  can  act  on  them     •  Communicate  the  results  in  an  interes.ng  and  engaging  way    
  17. 17. Market Research & Insight Consultants M Callum Laytonc •  -­‐-­‐-­‐-­‐   •  -­‐-­‐-­‐-­‐   •  -­‐-­‐-­‐-­‐   < Previous Next > 17   Speedy  Sam  the  Surgeon   ²  Knee Replacement ²  Appendectomy ²  Amputation ²  Heart Bypass ²  Setting Broken Bone   30 mins 45 mins 2 mins 50 mins 40 secs   **Special Offer** Surgery monkey: DIY Hip Replacement Kit
  18. 18. Market Research & Insight Consultants M Callum Laytonc •  -­‐-­‐-­‐-­‐   •  -­‐-­‐-­‐-­‐   •  -­‐-­‐-­‐-­‐   < Previous Next > Thank  You  

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