Sözde ve Gerçekte Inovasyon ve Oyun Değiştiren Teknolojiler

Araştırmada Yenilikler Konferansı, Innovation in Research Conference /4 Haziran 2015, 4 June 2015
Carlo Stokx
June 4 2015
Innovation
in Theory and in Practice

Why do we need innovation?
“It is not the strongest of the species that
survives,
nor the most intelligent, but
the one most responsive
to change.”
Charles Darwin

Companies that failed to respond to change

Example, what were the big misses of Kodak?
Miss 1: Digital cameras
• Invented digital imaging in 1975
• Realised too late that they were in the story telling business, not the film
business
Miss 2: Foto sharing
• Launched the first wifi enabled camera in 2005
Miss 3: Photo viewing
• Kodak bet big on digital photo frames and photo printers, digital versions
of analogue products
• Stuck in a photographic universe missing the synergies with social
networking and gaming

What are the big changes in market
research?
Wat are the misses the
market research industry
can not afford?

Globalisation gaining
speed in MR
Three major trends are impacting the nature
of our industry
Increasingly
competitive
environment
Technology
Blurring business
bounderies

speed in MR
Increasingly
competitive
environment
Technology
Blurring business
bounderies

The survey mode explosion
1975 1980 1985 1990 1995 2000 2005Time line 2010
Disk by mail
Face-to face
OMR scanning
Mobile online
CAWI
WAP
CASI
CAPI
MCAPI
CATI
Telephone
Paper
OCR scanning
IVR
Mobile app

Three main modes of data collection (Mail, Telephone, F2F) were computerized in the
last 50 years
This has driven major developments in our industry:
Mainframe's (’60’s): Date entry, tabulation, multivariate analyses
Mini’s (’70’s): Computer Assisted Telephone Interviewing (CATI)
PC’s (’80’s): Large growth in market research agencies offering
CATI
Laptop’s (’90’s): Computer Assisted Personal Interviewing (CAPI)
Internet (’00’s): Online access panels / Web Interviewing
Mobile (‘10’s) Mobile interviewing / apps
All major changes in market research where
technology driven

12
• New modes of datacollection, new technologies and new players lower the entry
barriers to the industry
• New approaches and players offer faster solutions with competitive prices to
traditional methodologies
• Communities are developing and companies are using it
– permanent feedback
– Innovation
– Brand strategies testing
• Increased DIY and insourcing
• Beyond measurement and understanding companies are more and more looking for
– insights and actionable recommendations
– continuous information for faster decisions
Datacollection innovation is changing the
playing field, the players…..and the game.

Globalisation is gaining speed in MR
14%
9%
10%
5%
5%
10%
11%
8%
9%
4%
5%
11%
National/Local
34%
Regional
27%
Global
39%
Syndicated
33%
Continuous
Tracker)
20%
Data led custom
(one-off and regular)
28%
Insight driven
custom
19%
National & regional work is increasingly being
bundled into global and regional agreements
Capturing the
growth
requires an
improved ability
to handle
multi country
work

New entrants into the MR arena are competing
at a global level
14%
9%
10%
5%
5%
10%
11%
8%
9%
4%
5%
11%
National/Local
34%
Regional
27%
Global
39%
Syndicated
33%
Continuous
Tracker)
20%
Data led custom
(one-off and regular)
28%
Insight driven
custom
19%
Tech players
focusing on
process
innovation
offering end-to-
end solutions
and EFM
Tech players

speed in MR
Three major trends are impacting the nature
of our industry
Technology
Blurring business
bounderies
Increasingly
competitive
environment

Araştırmada Yenilikler Konferansı, Innovation in Research Conference /4 Haziran 2015, 4 June 2015 17
 Traditional, FMCG focused survey-based research market is stagnant
 Growth coming from new areas: syndicated, automatic digital collection and
Non-FMCG
 The definition of “research” is expanding to include:
 Big data & online analytics
 Web & social-media based research
 Media monitoring
 DIY/Survey software
 Advisory services
 And, the firms operating in this space are broadening as well:
 Management consultancies
 Marketing & PR agencies
 Tech providers (Google)
 Trend consultants
New players enter the arena

 New/better ways of engaging with consumers
 Digging deeper into what consumers cannot (or no longer want to) tell
us
 Real-time analysis & greater data integration
 More actionability – less validation, more understanding
 Deconstructing the research project chain for structural efficiencies
 New staffing models for insourcing/outsourcing
 And, as always, “Faster, better, cheaper” AND “ simpeler en securer”!
The market seeks better solutions

data collection
Dataprocessing
& analysis
Data delivery
The misses the industry cannot afford…

The misses the cannot afford…
DIY, transactional, EFM
Social, passive, neuro ,etc
Traditional
datacollectio
n
Traditional data collection modes
1. Control the data or the revenue stream from the data.
2. Speed: Match the speed of competing data sources
3. Global datasourcing
Data collection
Dataprocessing
& analysis
Data delivery

Traditional
datacollectio
n
Data collection
Dataprocessing
& analysis
Data delivery
4. Data agnostic dataprocessing and analysis
5. Data selection and intelligent analytics
Multiple
datasources

data collection
Dataprocessing
& analysis
Data delivery
Traditional
datacollectio
n
Multiple
channels
6. Data delivery: speed, security, substance
7. Global delivery via multiple communication channels
8. Step outside the powerpoint universe
Multiple
datasources

• Avoiding the misses does not necessarily
drive incremental revenue
Innovation tends to fall into one of several buckets:
1. Close-in internal innovation – generally process improvements and internal
efficiencies, not client-facing
2. Close-in external innovation – client-facing, but more evolutionary in nature;
keeping pace with demands in the market
2a. Ideas with more more modest or narrow client benefits (e.g., industry
specific)
2b. Ideas with broader client appeal, more impact for clients
3. Breakthrough innovations – more novel/new to the world ideas
Most of the
‘innovation’ work is
happening here
Yet, this is where the
upside lies
Many high impact innovations start locally

80% of all innovations is coming from
start ups… so act like a start up

Top down versus bottom up…
• Centrally driven
• Alligned with strategy
• When the entry
investment level is high
• Thorough & lengthy
proces • Driven by local
needs
• Often tactical &
operational
• Low investment
• Fast, incremental
& flexible

• Lower entry barriers result in many new entrants
into the industry
• Central innovations are often over engineered
• … have long leadtimes
• … often expensive for local needs
• Design prioritizes larger markets
Local innovation is essential
The importance of local innovation

We have a local innovation plan
It’s called ‘doing things’
and sharing them

Rule no 1 of innovation
You miss 100% of the shots you
never take

The paradox of innovation
Whoever makes the most mistakes
wins.

Sözde ve Gerçekte Inovasyon ve Oyun Değiştiren Teknolojiler

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