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Prepared by:  Joel Rubinson, President Rubinson Partners, Inc.  “Marketing and research consulting for a brave new world” E-mail: joelrubinson@gmail.com Slideshare.net/joelrubinson Oct 15, 2010 The Future of Consumer Insights
My role here today President of Rubinson Partners, Inc. Retained as ARF executive to continue to drive Research Transformation and Shopper Insights Former Chief Research Officer at the ARF 2
Research Transformation Journey New blueprint
On July 15th 2008, we began a journey 13 industry leaders spent a day at the ARF to discuss “listening” Advertisers: Procter, Unilever, General Mills Providers: Nielsen, TNS, Motivequest, Keller-Fay Media: ESPN, Razorfish, Digitas Within 45 minutes, the topic shifted: “Research has lost its ability to see the big picture; to hearthe unexpected” “Surveys are torture for respondents” “Research needs to inspire; storytelling is key” “Research used to be discrete events, now there’s a continuous Flow of insights that we can tap into” 4
Bell Curve of Product Research Spending   80% of Funding Reallocate $$$ $$$ Reallocate EVALUATION & TESTING CONSUMER FEEDBACK INNOVATION “Eighty percent of our funding goes into the evaluating and testing area in the middle of the curve and I know that at least 40% is wasted. I would like to see this money redistributed to the front end of the curve, in innovation, and at the end of the curve, responding to consumer feedback.”	- Kim Dedeker, P & G
The current landscape 85% of research leaders indicated they are either “neutral” or “dissatisfied” with the impact of marketing research in their company. P1-Q5a.	How satisfied are you with the impact of marketing research throughout your company? 1 to 5 rating scale (1=very dissatisfied)
7 Non-believers 60% 50% 40% 30% 20% 10% 0% C-Suite Marketing Sales Region Finance Heads Research Has High Level Champions… 60 % of those surveyed had C-Suite level advocates for research. …But “Skeptics” Throughout “Skeptics, those who either avoid using research or use it in a discretionary fashion  come from all over the organization: ,[object Object]
Sales
Unit/Product Heads
Brand Managers
Channel Managers
Design & Development
CFO
Company President
Events Marketing
International Management
Marketing
OperationsP1-Q2a.	Who are the most important champions of the marketing research department in your organization?  P1-Q2b.	Conversely, who are least inclined to use research even when they should? What do they do or who do they turn to instead?
Revisualizing research. A brand is a belief system, reinforced by a system of behaviors.
Research must move from point A to point B Marketing Research Today Marketing Research Tomorrow ,[object Object]
 Courage to take a stand
 Driving strategy
Demonstrated business impact
Answers research questions with technical proficiency
 Sometimes discretionary
 Inconsistent impact on strategy,[object Object]
Why now? ,[object Object]

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The future of consumer insights

  • 1. Prepared by: Joel Rubinson, President Rubinson Partners, Inc. “Marketing and research consulting for a brave new world” E-mail: joelrubinson@gmail.com Slideshare.net/joelrubinson Oct 15, 2010 The Future of Consumer Insights
  • 2. My role here today President of Rubinson Partners, Inc. Retained as ARF executive to continue to drive Research Transformation and Shopper Insights Former Chief Research Officer at the ARF 2
  • 4. On July 15th 2008, we began a journey 13 industry leaders spent a day at the ARF to discuss “listening” Advertisers: Procter, Unilever, General Mills Providers: Nielsen, TNS, Motivequest, Keller-Fay Media: ESPN, Razorfish, Digitas Within 45 minutes, the topic shifted: “Research has lost its ability to see the big picture; to hearthe unexpected” “Surveys are torture for respondents” “Research needs to inspire; storytelling is key” “Research used to be discrete events, now there’s a continuous Flow of insights that we can tap into” 4
  • 5. Bell Curve of Product Research Spending 80% of Funding Reallocate $$$ $$$ Reallocate EVALUATION & TESTING CONSUMER FEEDBACK INNOVATION “Eighty percent of our funding goes into the evaluating and testing area in the middle of the curve and I know that at least 40% is wasted. I would like to see this money redistributed to the front end of the curve, in innovation, and at the end of the curve, responding to consumer feedback.” - Kim Dedeker, P & G
  • 6. The current landscape 85% of research leaders indicated they are either “neutral” or “dissatisfied” with the impact of marketing research in their company. P1-Q5a. How satisfied are you with the impact of marketing research throughout your company? 1 to 5 rating scale (1=very dissatisfied)
  • 7.
  • 13. CFO
  • 18. OperationsP1-Q2a. Who are the most important champions of the marketing research department in your organization? P1-Q2b. Conversely, who are least inclined to use research even when they should? What do they do or who do they turn to instead?
  • 19. Revisualizing research. A brand is a belief system, reinforced by a system of behaviors.
  • 20.
  • 21. Courage to take a stand
  • 24. Answers research questions with technical proficiency
  • 26.
  • 27.
  • 28. Role of emotion and low attention processing
  • 29. Heuristics for simple decision-making
  • 30. People as social creatures
  • 33.
  • 36. 13 Lose relevance, lose leadership
  • 38. Research transformation leadership Susan Wagner VP Global Strategic Insights, Johnson & Johnson Group of Consumer Co Donna Goldfarb VP Consumer and Marketing Insights, Americas, Unilever
  • 39. The ARF Research Transformation Super-Council: Leaders The following research and insights leaders have committed to leading the creation of the research transformation blueprint via the ARF: Co-Chairs: Donna Goldfarb (Unilever), Susan Wagner (Johnson & Johnson), Joel Rubinson (ARF) Decision-making processes/metrics: Gayle Fuguitt (General Mills) John Forsyth (McKinsey) Jim Thompson (IPSOS)   Consumer-led strategies: Gloria Cox (The Cambridge Group) Jennifer Nelson (Johnson & Johnson) Todd Cunningham (MTV Networks) Walker Smith (The Futures Group)   Engagement and talent: Amelia Strobel (Kraft) Ian Lewis (Cambiar) Kim Dedeker (Kantar) Richard Thorogood (Colgate-Palmolive)   16
  • 40. Future Forecast: Trends That Will Impact Marketing 2020 Vision: Trends that will Impact Marketing Technology/digitalization Privacy Changing economic power balance (driven by ascent of China followed by India) More connected, more empowered consumers "Media makeover" - includes media brands becoming multimedia brands, 360 media planning & measurement, geosynchronous targeting Glocalization The challenges for developed markets Aging populations, Healthcare, Pensions, Government Budget Crises The multicultural world Sustainability
  • 41.
  • 44.
  • 45. Reflecting changing societal values, lifestyle trends, and brand engagement
  • 47. Some tributaries are “man-made” and proprietary like a brand tracker
  • 48. Start research with river rather than projects19
  • 49. Changing Economic Power Balance Source: PriceWaterHouseCoopers January 2010 Forecast
  • 50.
  • 51.
  • 52. Our mission “Inspiring better business futures by listening, learning, and translating humans and markets to bring them to life, in order to anticipate and give knowledge to the enterprise.” 23
  • 53. Transforming your organization Learning organizations: Learning organizations always have their ear(s) to the ground. They are open minded, and their doors are open to new thinking, new trends, and new ideas. They intentionally seek out “newness” and find ways to democratize what is new, make it understood and acceptable, and make it available. The people they seek to connect with are their icons. People on their terms
  • 54. 25
  • 55. Marketing Research Creed Understand the business. Create value from insights by getting to the “now what” and be accountable for the business result Be a thought leader. You must shape thinking not just validate. Tell the marketing team something they didn’t know. Prove your point and show the way. You must be a courageous risk-taker. Bring the human into all marketing decision-making. Be the voice that connects the brand and consumer. Be charismatic. Infuse with theatre to be heard and to become unforgettable Be future focused. If you prove your foresight, research will be viewed as an investment rather than an expense which is critical. Stay grounded. Our professional standards, principles, and processes for generating grounded insights set us apart Become an agent of change. Embrace new marketing ideas, new research tools, and become an effective activist for cultural change in the organization. 26
  • 56.
  • 57. Metrics of the transformed organization (end of year)
  • 60. 2020 vision (big changes, digitalization, the river) (Dec)
  • 61. Engagement and talent; buyer implications, supplier implications, talent implications (Dec)
  • 62. Roadblocks and strategies for circumventing (Nov-Dec)
  • 65. Synthesis into white papers: first quarter 2011, timed for Rethink27