This is the full slidedeck of our Smartees Workshop on 'the Bright Future of Market Research' in Utrecht (15 April, 2014). The main focus is on how both traditional quantitative and qualitative research can be better, fresher and more contemporary by approaching participants and internal stakeholders differently.

1. The Bright Future of
Market Research
This is the full slidedeck of our Smartees
Workshop on ‘the Bright Future of
Market Research’ in Utrecht (15 April,
2014). The main focus is on how both
traditional quantitative and qualitative
research can be better, fresher and
more contemporary by approaching
participants and internal stakeholders
differently.

2. WHOAREYOU?
TIME TO INTRODUCE

3. CONVERSATION STARTERS
Hi, I am ….. and I work as…… @.......... .
When I think about research, I think…
I am here because …
My company uses research when…
I prefer quant over qual because…
I prefer qual over quant because…

4. The bright future
of market research?

5. Who filled out a +5 minutes survey
from another brand, service or
company in the past 6 months?

6. Who has already participated as a
respondent in qualitative research
(focusgroup or in-depth interview)

7. Who ever thought: ‘who the h*ll is
actually still filling out surveys?’

8. 3 questions you’d like to
be answered today.

9. 9h30: Doors open
10h00: Workshop part I
11h00: Coffee break
11h15: Workshop part II
12h30: Lunch
13h15: Workshop part III
14h45: Coffee break
15h00: Workshop part IV
16h15: Wrap up and Q&A
16h30: Closing reception
Program

12. Operational
Excellence
Customer
Intimacy
Product
Leadership
3 types of strategic focus (Tracey & Wiersema)

13. 3 types of strategic focus (Tracey & Wiersema)
Operational
Excellence
Customer
Intimacy
Product
Leadership
Provide customers with
good, standard products
at low cost
Provide customers with
high quality innovative
products
Provide customers with
personalized products
that exceed
expectations

14. 3 types of strategic focus (Tracey & Wiersema)
Operational
Excellence
Customer
Intimacy
Product
Leadership
Provide customers with
good, standard products
at low cost
Provide customers with
high quality innovative
products
Provide customers with
personalized products
that exceed
expectations

15. Consumers are at the heart of our organisations

17. Customers…
Who are they?

18. Let’s look at our customers…

19. ?
?
?
?
4 things to remember about the new customer

21. Consumers create content themselves…

22. 57%
A person from
your contact
list
14%
A company

23. Everyone is a critic/reviewer and the outcome may leverage your brand…

24. ... or damage your brand

26. ?
?
?
 Perfect information
 Consumer-generated
 Trustworthy
 Lightning fast
 Fuelled by social media

27. ?
?
?
empowered

28. Cultures were never so close

29. Stimulation junkies. On the go, but 100% connected.

30. Segmentation? Maybe contextually. Maybe.

31. ? ?
empowered
 Globally in touch
 Hyperfast learning
 Raising bar of expectations
 Segmentation = difficult

32. cosmopolitanempowered
? ?

33. What’s YOUR perfect
restaurant experience
like?

34. 83%

38. Different
Country,
Different
Story

40. Higher purchase intention for products co-created by peers. (van Dijk, 2012)

42. cosmopolitanempowered
?
 Sharing feedback
 Walking in our shoes
 Concrete business outcomes

43. smart co-creator
cosmopolitanempowered
?

44. The paradox of choice.

45. @tomderuyck

47. smart co-creator
cosmopolitanempowered
 Rational overload
 Emotional heuristics
 Herd behaviour
 Emotional sharing

48. smart co-creator
cosmopolitanempowered
emotional

49. ?
?
?
?
4 things to remember about the new customer

50. smart co-creator
cosmopolitanempowered
emotional

51. It’s the
media,
stupid!

52. What’s the impact
on companies?

61. We need to make consumers an
integral part of everything we do.
Mariken Kimmels / H.J. Heinz

62. What’s the impact
on research?

63. Get out
of your
comfort
Zone
BREAKOUT
EXERCISE

66. The battle of
the screens

67. Playing instead
of paying for
attention

70. Filling our
Blind Spots

74. Survey research in the
age of engagement?

75. 75

76. Source: 2012 Esomar
Total Quantitative 76%
Other 6%
Total Qualitative 18%

77. SURVEY RESEARCH IS MORE
THAN COLLECTING DATA

78. THE POWER OF VALIDATION
FOR YOUR DECISION MAKING

79. 79
FROM BOREDOM TO
ENGAGEMENT

80. 80
AMOTIVATION
INTRINSIC
MOTIVATIONEXTRINSIC
MOTIVATION
Task is not done properly
Interest, enjoyment
highly competent

81. AMOTIVATION
INTRINSIC
MOTIVATIONEXTRINSIC
MOTIVATION
AUTONOMY
COMPETENCE
RELATEDNESS
VALUE

82. YOU ARE FREE TO
AUTONOMY
DO THIS OR NOT

83. AUTONOMY
MODULARITY AT THE
PARTICIPANT SIDE

84. AUTONOMY
OPTIONAL SECOND
SURVEY DIMENSION

85. YOU ARE GOOD AT
COMPETENCE
THIS

86. COMPETENCE
PARTICIPANTS AS
CO-RESEARCHERS

87. COMPETENCE
TASKS
BEYOND RESPONDING

88. PEOPLE LIKE YOU
RELATEDNESS
DO THIS

89. R&D contribution• The lounge
What did we do?
xxxx
RELATEDNESS
CONNECTING IN
THE LOUNGE

90. RELATEDNESS
INTRODUCING THEIR
SHARED INTERESTS

91. WHAT YOU DO HAS
VALUE
A MEANING

92. VALUE
SHARING THE CLIENT
OBJECTIVES

93. VALUE
SHARING THE CLIENT
OBJECTIVES

94. Meet us in one of our 5 offices
Connect on LinkedIn
Become friends on Facebook
Download free content on Slideshare
Read corporate InSites Consulting blog
Read ‘Conversation Management’ blog
Read ‘How Cool Brands Stay Hot’ blog
Join our ‘Smartees’ events
www.insites-consulting.com
Stay tuned!
AUTONOMY
COMPETENCE
RELATEDNESS
VALUE
YOU ARE FREE TO DO THIS OR NOT
YOU ARE GOOD AT THIS
PEOPLE LIKE YOU ARE DOING THIS
WHAT YOU DO HAS A MEANING

95. BETTER CAPTURE THE COMPLEX
CONSUMER REALITY

96. FROM QUARANTINE TO
CONSUMER CONTEXT

98. Recognizing the social
dimension in decision making

99. DRIVER & BARRIER
ANALYSIS

100. THE ASSOCATION TOOL

101. 4% spontaneous 72% promptedVS.

102. THE CONTAGIOUS EFFECT
OF THE SOCIAL DIMENSION

103. of consumer behaviour
Context is a better predictor

104. Task 1: Your breakfast moment
Task 1: Your breakfast moment
Take a picture when you are heaving breakfast. What are you
having for breakfast and why do you choose this?

106. BETTER UNDERSTAND
TARGET GROUPS DIFFERENCES

107. by emotions
Our decisions are wired

108. AVOIDING RECALL BIAS
USING TASK-BASED ELEMENTS

110. ADDED VALUE OF
IMPLICIT MEASUREMENT

111. ADDED VALUE OF
IMPLICIT MEASUREMENT
NICHE NATURAL
POTENTIAL
These items are not associated with the
given brand by a lot of respondents,
however the reaction time is faster than
average.
These are niche associations often
amongst users with a certain brand
experience.
These items are associated with the
given brand by many respondents and
the reaction time linked to the
association is faster than average.
These are natural and spontaneous
associations.
These items are associated with the
given brand by many respondents but
the reaction time is below average.
These are potential associations which
can become natural if the given brand
enhances the communication.
% of respondents
Reactiontime
LIMITS
These items are not associated with the
given brand by a lot of respondents and
if associated the reaction time is below
average.
These items are not linked with brand.

112. BETTER
FASTER
CHEAPER

113. Get out
of your
comfort
Zone
BREAKOUT
EXERCISE

114. What about mobile
Market research?

115. VS.

116. SMARTPHONE PENETRATION
50%

117. UNINTENTIONAL
MOBILE
CHALLENGE
The respondents who fill in
the survey intend to use
their phone
Gregg Peterson,
Market Strategies International

118. HIGHER DROP-OUT
LOWER DATA QUALITY
Baker-Prewitt & Burke

119. IN THE MOMENT
CHALLENGE

120. 40% MORE ACCURATE
THAN FEEDBACK COLLECTED 24H LATER

121. MOBILE IS
NOT
THE GOAL

122. WE SHOULD BE ABLE TO REACH
THE CONSUMER AT THE MOST
RELEVANT MOMENT ON THE
MOST SUITABLE PLATFORM

123. ?
??
?
Exploring

124. Recruitment
Mobile = online + offline research

125. Should we worry?
Socio demographics Technological advancedEngagement

126. ?
?
?
1/Recruitment

127. Profile?
Impact?
Satisfaction?

128. Time to reach 400 participants?
4 hours 4 days 4 weeks
@McDonaldSimon
@Anoukw1

129. Get access to real behaviour!
New information

130. 2/ Marketing
?
?
?
1/Recruitment

131. How about mobile & MROCs?

132. 15 inch
4,3 x less engagement?
3,5 inch

133. Does mobile make community members
less engaged?

134. Yes No
Using the mobile app really
helps me staying in touch
more with the community
“ “
Does mobile make community members
less engaged?

136. 15 inch
Mobile leads to less rich data?
3,5 inch
Yes NoNo

137. Members don’t post more, but…
…more contextual & personal stuff

139. More engagement
Richer contributions

140. Going beyond the method

141. 2/ Marketing
?
?
1/Recruitment
3/ Communities

142. And... in all phases of the research!

143. 2/ Marketing
?1/Recruitment
3/ Communities 4/ Reporting

144. The rising star in
qualitative research?

147. ‘Online Communities’ become more and
more a true ‘Fusion Research’ tool that
allows for ‘triangulation’ on different
levels. Leading to more valid research
results, fresh inspiration and a deeper
understanding of the issue researched.
Frédéric Gennart / Inter IKEA Systems

148. @tomderuyck

157. Central Research Nerve System

158. Leveraging research
results to the max!

159. Diffusing research results
should be like getting those small
Magic Boxes from McDonald’s:
blending results, stories and quotes
Carole Lamarque / Linkman

160. Conversations from external stakeholders
Conversationsfrominternalstakeholders Proud
company
Conversation
company
Boring
company
Adored
company
Communication is key!

161. Total consumer
immersion

162. Internal

163. Internal

164. Internal

165. Internal

166. Internal

168. External

169. What about the future of
market research?

171. Smart
Cookies
academic backbone
sector expertise
marketing consulting
innovative methods
change agent
engagement & activation
Creative
Solid

174. We are never done

175. linkedin.com/in/tomderuyck
tom@insites-consulting.com
@tomderuyck
www.insites-consulting.com
Ready for a bright future?
Head of Research Communities

176. linkedin.com/in/katiapallini
katia@insites-consulting.com
@KPallini
www.insites-consulting.com
Ready for a bright future?
Senior Research Innovation Consultant
Katia Pallini

177. Thank you!