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Know	your	customers	through	embedded	research
Alexandru	Dincovici,	IziBiz	Consul>ng
Festival of
#NewMR 2018
	
	
Know	your	customers	
through	embedded	research	
Alexandru	Dincovici,	Ph.D
IziBiz	Consul@ng
What	are	the	emerging	technologies	in	Market	Research?	
Ray	Poynter,	The	Future	Place	
Festival of
#NewMR 2018
	
	
NewMR	2018	Sponsors	
Pla>num	
Gold	
Silver	
Communica>on	
Your	name	here?	
S>ll	>me	to	be	a	
2018	NewMR	Sponsor
Know	your	customers	through	embedded	research
Alexandru	Dincovici,	IziBiz	Consul>ng
Festival of
#NewMR 2018
	
	
What’s	wrong	with	“regular”	MR	
Pricey
Time consuming (and not agile
enough)
Need for internal expertise (what to
do with the MR report?)
Lack of continuity (what comes
next?)
Mostly used/bought by large companies.
SMEs, especially those with a digital
presence (hello there, ecommerce) don’t
see its benefits or consider it too
expensive.
Time bound process
Know	your	customers	through	embedded	research
Alexandru	Dincovici,	IziBiz	Consul>ng
Festival of
#NewMR 2018
	
	
Embedded	research	
WHAT IT IS
A way for (especially) small and
medium companies to integrate a
research process inside their
organization.
A solution to bridge the researcher/
manager gap (the field researcher
doesn’t usually have the manager’s
understanding of the business and a
lot of time is spent to find common
ground between the two)
WHY IT SHOULD MATTER
You are already making contact with
your clients/customers. Why not use
those existing interactions to collect
structured data about them? This will
result in more meaningful and
actionable insights than a traditional
research process. And you get full
control and ownership.
Know	your	customers	through	embedded	research
Alexandru	Dincovici,	IziBiz	Consul>ng
Festival of
#NewMR 2018
	
	
The	process
Know	your	customers	through	embedded	research
Alexandru	Dincovici,	IziBiz	Consul>ng
Festival of
#NewMR 2018
	
	
An	example	
Client: real estate company, rolling out an innovation
The need: product testing
The constraints: no time and no budget for a traditional research process,
separate of their selling process.
The solution: embedding a research process into their sales encounters. The
selling script was heavily modified, allowing both the sales and the research to
take place. Agents were trained in data collection, assisted and then left on their
own and debriefed regularly.
The result: a useful research report and directly actionable insights,
embedded in the client’s organization for less than 30% of the cost of a
traditional research project and in half the time.
Know	your	customers	through	embedded	research
Alexandru	Dincovici,	IziBiz	Consul>ng
Festival of
#NewMR 2018
	
	
Thank	You!	
	
	
Alexandru	Dincovici,	Ph.D	
	
General	Manager	@	IziBiz	Consul@ng	
alexandru.dincovici@izibiz.ro	
hQps://www.linkedin.com/in/alexdincovici/	
hQp://izibiz.ro
Know	your	customers	through	embedded	research
Alexandru	Dincovici,	IziBiz	Consul>ng
Festival of
#NewMR 2018
	
	
Q	&	A	
Alexandru	Dincovici
IziBiz	Consul>ng
Ray	Poynter	
The	Future	Place
What	are	the	emerging	technologies	in	Market	Research?	
Ray	Poynter,	The	Future	Place	
Festival of
#NewMR 2018
	
	
NewMR	2018	Sponsors	
Pla>num	
Gold	
Silver	
Communica>on	
Your	name	here?	
S>ll	>me	to	be	a	
2018	NewMR	Sponsor

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Embedded research-how to maximize consumer interactions