MSU 2011 Alcaraz
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This document outlines six things the author has learned from corporate research: 1) Depth and breadth of knowledge is needed across multiple business areas; 2) Speed is important in answering questions; 3) Simplicity is key; 4) Cross-checking information, called DIMS, ensures things make sense; 5) Constant change is occurring that must be accounted for; and 6) Telling a compelling story is important to engage listeners. The author concludes by encouraging committing to something you love.
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MSU 2011 Alcaraz
- 1. corporate research AND THE SIX THINGS I’VE LEARNED FROM IT Ruben Alcaraz
- 2. Introduction Ruben Alcaraz Manager, Consumer Insights Meijer Grand Rapids | Michigan | Retail 2
- 3. In the Beginning… 3
- 4. 6 Things I’ve Learned 1. Depth & Breadth 2.Speed 3.Simplicity 4.Cross Checking 5.Constant Change 6.Telling a Story 4
- 5. Depth of Knowledge MARKET RESEARCH MARKETING SALES MANUFACTURING 1. Depth and Breadth FINANCE 5 MERCHANDISING Breadth of Knowledge OPERATIONS DISTRIBUTION ADVERTISING PR
- 6. 2. Speed QUESTION ANSWER 6
- 7. 3. Simplicity 7
- 8. 4. Cross-Checking DIMS (Does It Make Sense) 2 r 1 n 8
- 9. 5. Constant Change 9
- 10. 6. Telling a Story “If a story is not about the hearer he will not listen. And here I make a rule – a great and interesting story is about everyone or it will not last.” John Steinbeck (East of Eden) 10
- 11. Commit to Something You Love 11
- 12. 12
- 13. corporate research AND THE SIX THINGS I’VE LEARNED FROM IT Ruben Alcaraz
Editor's Notes
- Cover inspired by Nancy Duarte
- Good afternoon! My name is Ruben Alcaraz and have the privilege of being part of the program’s advisory board. A bit of my background… I have been in research and insights for almost 20 years, AND during this journey I worked as a research supplier, manufacturer insights and now retail insights. These industries have given me a different perspective on market research and I would like to share some aspects you may want to include in your research toolbox.
- Let’s start at the beginning…Looking back to the time I was in your position and plagued by doubts about what laid ahead; I have to admit that I felt a bit like a deer in the headlights.Since then, I’ve picked up on things that have helped me and therefore my team be more effective within the organization. So, to my point… I won’t be talking to you about specific research techniques or approaches but instead I’d like share with you 6 things that have worked for me when it comes to growing and elevating the value of research. I hope that some of that these tips help you sometime in the future with your career.
- The six things (and not in any order of importance) are quite intuitive but really necessary in corporate market research: depth and breadth, speed, simplicity, cross checking, constant change and telling a story.
- Depth & BreadthWhen I first started in research, I had a good knowledge about methodologies and software and this was great.Over the years in the corporate setting, I’ve been lucky enough to have been exposed to many leaders within the organizations I was with and I was amazed at how these folks operated and their way of thinking. What is clear to me now is that all these leaders had something in common, and that was an understanding across many areas and that good decision makers always approached opportunities from different angles before committing to one direction.My point here is that analyses require cross-functional thought and recommendations to be relevant and adopted.
- SpeedTwo… SpeedIn the corporate world, fast is always better than slow no matter how simple the question may be. Having a sense of urgency is always a positive.Most research tools and methods don’t always lend themselves to speed and by the time questions reach insights or research areas, they can be fire-drills. To be one of the driving forces within any organization and to remain competitive, you will need speed. There are a couple of ways to approach this kind of situation, but the one I would like you consider is getting ahead of the question by practicing the other 80:20 rule.Spend 80% of your time doing what you’re tasked with, and the remaining 20% exploring/learning things on your own on how to improve business. This will allow you to ask yourself a questions and provide the flexibility of working at your own pace and have ready-to-serve answers before or by the time they are needed.
- SimplicityThis is an interesting one… my wife and I have been married for quite a few years, and to this day I am surprised at how she explains to her friends what I do for a living she describes it as creating pretty pictures after looking at data.This may sound funny, but there is a little bit of truth to it in my case. You see, my wife has taken a somewhat complex explanation and turned it into something a lot of people can easily understand. I am not saying that the description is empirically correct, but it serves its purpose – “my husband works with numbers.”Believe it or not, folks outside market research and stats are not as comfortable with numbers and find it hard to relate to our. Corporate leadership, is not any different, they have a growing need for information and a shrinking amount of time available to digest it; so, breaking down complex ideas into simple terms goes a long way and helps break through the clutter with them.Simplicity can be a really powerful tool in your toolbox.
- Cross-CheckingIronically, businesses are always looking to learn something different from research in order to gain a competitive advantage… yet when ground breaking knowledge arrives, tons of questions around its validity and accuracy also come up and rightfully so.The idea of triangulation of results is one that I’ve always believed in and constantly promote… being able to look at a piece of information in different context can go a long way in gaining trust within organizations.Challenging the conventional belief is always good, but keep in mind that instinct, gut, experience and knowledge should not be mutually exclusive or overlooked. The truth most often lies within many things and verifying can only add to your credibility.
- Constant ChangeSecond to last point… Constant Change. The change that I am referring to can be summarized with one word “innovation”… always look for ways to improve and be more effective with your work, approaches, and budgets. Once a company adopts or takes action based on your research or suggestions, that’s a great place to be but it also raises their expectations next time around – so what was great then, is not good enough now.Push the limits of what can be done and strive to create new and different approaches and in doing this, partner with companies that share your vision.
- Telling a StoryThe last point I want to leave you with is also a simple one, but often neglected. Do your work and ideas justice and don’t just report numbers, always take the time to tell a story with the information. Don’t forget that numbers are based on people and behavior, and it is people who will take action on your recommendations. Bring a human aspect into your presentations and make it about people and for people, not just statistics.
- To close… I urge you to learn, aspire, inspire and then lead the rest of us. Remember that to truly be great at what you do, you should love what you do… almost to the point of obsession.I like to think that my career chose me, not the other way around. Market research and insights have been really good to me and has taught me many things beyond what I’ve shared with you today. I look forward to one day be part of the audience with whom you share what you’ve learned from market research. THANK YOU AND GOOD NIGHT.
- THANK YOU!
- Cover inspired by Nancy Duarte