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3 B Tim Bock

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Show me the smart money – increasing the productivity of market research(ers)

Achieving significant cost savings, research-led revenue replacement and growth requires wholesale changes to the way companies buy, use and conduct market research.
From insight generation to decision-focussed research: better briefing, prioritisation of research, accountability of research functions. From the
Outhouse to in-house: self-managed panels, omnibus, automated reporting, hiring “experts”
Satisfaction and preferences to customer value: CVA and choice modelling
Surveys to integrated data: operational segmentation and calibrated performance metrics.

Published in: Technology, Business
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3 B Tim Bock

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  4. 4. What happens if you cut 20% from a research project’s budget?<br />
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  9. 9. The DB &quot;Royale&quot; double truffle burger <br />$120 (US)<br />
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  14. 14. Briefing a successful study...<br />In writing:<br />List the decisions to be made <br />OR<br />List the behaviours to be changed<br />
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  16. 16. One question: “How likely is it that you would recommend this company to a friend or colleague?” <br /><ul><li>Rest of SA
  17. 17. National study
  18. 18. By product/branch/call centre
  19. 19. Track over time</li></li></ul><li>
  20. 20. Same basic idea can be applied to segmentation<br />Measure “needs” in surveys<br />Map these needs onto data<br />Customer records<br />Demographics<br />Purchases<br />Transaction records<br />
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  22. 22. DIY opportunities<br />
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  26. 26. Shameless self-promotion Analysis and chartingwww.q-researchsoftware.comtim.bock@q-researchsoftware.com<br />
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  28. 28. GFC “opportunities”<br />Sacking employees<br />Sacking customers<br />The new mindset<br />Fear<br />Introspection<br />Bunkering<br />Localising<br />
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  30. 30. VEL<br />Valuedisadvantage<br />Valueadvantage<br />Price<br />Utility (Benefit provided to customer)<br />Value maps (CVA) and the Value Equivalence Line (VEL)<br />
  31. 31. $6.95<br />
  32. 32. REPORTING AND ANALYISIS Simulator<br />

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