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Jmrx 2014年3月ray poynter march 2014 v2 mx
1. In a modern world, what are the best ways to
find customer insights?
Ray Poynter - Director Vision Critical University
March, 2014
E-mail: Ray.Poynter@VisionCritical.com
@RayPoynter is about to show the latest #NewMR trends at #JMRX in Tokyo
2. Agenda
1. The main trends in insights
2. The strengths and weaknesses
3. Integrating the trends with communities
4. Where next?
@RayPoynter is about to share his #NewMR thoughts at #JMRX
3. 2014 Communities Still #1
Insight communities still number 1 #NewMR technique, at #JMRX with @VisionCritical
Online Communities
Mobile Surveys
Social Media Analytics
Text Analytics
Big Data Analytics
Webcam-based Interviews
Eye Tracking
Mobile Qualitative
44% 50%
28% 45%
47% 34%
30% 34%
40% 29%
19% 29%
25% 26%
13% 24%
In use
Clients Suppliers
4. Big Data
Strengths
• Cheap if you are already
collecting it
• Product and service management
• Quantification
Weaknesses
• Not everything is predictable
• Causality vs correlation
• Answering Why?
• Answering What if?
• Answering What else?
Most Big Data projects in 2014 will fail – choose carefully, #JMRX #NewMR #MRX
5. Social Media Analytics
Strengths
• Authentic voices
• Richer and deeper
• Answers to questions you didn’t
ask
Weaknesses
• Does not answer most of the
questions you have asked
• Focuses on the world as it is,
not as it might be
• Surprisingly expensive
Social Media, good for questions not asked, bad for most questions you do ask, #mrx
6. Text Analytics
Strengths
• Handles quant amounts of qual data
• Cheaper and faster than humans
• More consistent than humans
Weaknesses
• Fully automated text analytics not
very good
• Fully automated sentiment analysis,
not very good
• Machine learning approaches not so
cheap or fast
Text Analytics, very impressive, but not ready for day-to-day, heavy duty #MRX use yet
7. Mobile
Strengths
• Mobiles are always with us
• Faster responses
• Adds passive data
• Adds multimedia
Current Weaknesses
• Not everybody has a smartphone
• Not all research is mobile friendly
• Fewer sample options
#Mobile is here, the limitations are temporary, and reducing, get on board NOW! #newmr
8. Mobile is more than just surveys
Mobile is about much more than just surveys, #newmr #JMRX
10. 10
Three communities already, more on the way
SingTel shows communities are for rich and developing economies in APAC #JMRX
11. Private, branded, online customer
community
• Private
• Branded
• Customers
• Long term
• Community
Most insight communities are private, branded, online, with customers @vistioncritical
12. SingTel Digital Advisors, last 6 months
• 65 activities
• App trials
• Concept tests
• Focus groups, online discussions, plus in-person
• Surveys and quick polls
• 53% average response rate (4,400 members)
• Mix of PC, mobile phone, and tablet
• Engagement, co-creations, and innovation
• Ongoing buzz forum
• Innovative and co-creative tasks
• Closing the feedback loop
• Stakeholder engagement – over 500 internal recipients
Social Media, good for questions not asked, bad for most questions you do ask, #mrx
13. Read more about it
To learn more about communities, check out Vision Critical University @VisionCritical
15. Increasing the ROI
Good insight communities have higher response rates, and usually do more projects #mrx
16. All parts of the business
Insight
Community
Insights
Production
NPD
HR
Finance
Marketing
CEO
Brand
Managers
Good communities reach beyond #MRX and Insight – to the whole organisation #NewMR
17. Co-creation, collaboration & crowds
There are more smart people outside your organisation than inside it – leverage them!
20. The future?
1. Observational data – passive data
2. Single source data – big data
3. The collaborative economy
4. Automaton + DIY + Consultancy
Automate what you can, provide DIY for what you can, & make money on the rest #mrx
