The document discusses the changing landscape of market research driven by new technologies and data sources, noting that data collection is moving beyond traditional methods like surveys to incorporate online panels, social media, and big data. It also argues that effective decision making now requires combining multiple sources of data, including primary and secondary research, to understand customer behavior beyond just stated preferences. Finally, the document suggests market researchers must strike a balance between these new approaches and more established methodologies to fully understand customers.

1. WINDS OF CHANGE-
SWEEPING MR INDUSTRY
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2. Challenge ..To Move Beyond ..
High
Challenge For Market
Research
TIME & COST
Low
Low STRATEGIC VALUE High
(PERCEIVED)

3. ..By Recognizing & Harnessing The
Winds of Change …

4. Winds of Change (1)- ‘Changing Face Of Data Collection ’
Face to Face
Interviewing
“ In the past “market research was the domain
Telephonic /Emails
of few”. Agency seen as ‘only conduit” to voice
of the customer. However with “technology”
democratization of research is underway”
Online Panels/ Mobile
Panels / Social
networks

5. Winds of Change (2)- ‘Increased Dependence on Big Data’
SCENARIO 1 : ABC TELECO (Year 1998)
 Churn Rates spike
 Key Information Used for Decision Making :
 Primary Research i.e. analysis of variables
impacting Loyalty Index in ongoing primary
research. Commissioned another adhoc primary
research to map stated triggers for churn
 Action Taken : Mass Campaign to address “issues”
SCENARIO 2: ABC TELECO (Year 2011)
 Churn Rates spike
 Key Information Used for Decision Making : Decision making is moving beyond
 Big Data : Looked at behavioral profiles of just primary data to being multiple
Customers who churned & Mapped behaviors data sources led. ‘In the era of big
most closely linked to churn
 Primary Data : Analysis of Variables impacting data; more isn’t just more . More is
Loyalty Index in ongoing track different”
 Action Taken : Micromarketing to address “issues”

6. Winds of Change (3): Changing Nature of “ Brand Conversation’s’
Panel Communities/ Social Networks leading To Crowd
sourcing & Co creation
Power of Social Networks O&M creative head tracked down and
Unleashed: New Gap Logo, reached out to Jonathan Mak Long;
Despised Symbol of Corporate who had previously gained internet
Banality, Dead at One Week acclaim for his Steve Jobs tribute

7. Winds of Change (4): Ability to Go Beyond Stated
Current Research Methodologies Anchored People don’t (or can’t)
in Rational Decision Making tell us everything
Need to Go Beyond The “Stated”

8. Against this Dynamic Context:
“Striking A Balance???”

9. Against this Context: “Striking A Balance”
Is Reaching this Balance Feasible? Is Reaching this is balance is not
If so how can this balance be feasible? Why Not? Of the 3 needs
achieved? which two in your opinion be
bundled ? Why?
Balanced Approach Method Challenge To Time
Balance
Data Collection
Data
Collection
Analysis
Analysis
Weaving The Story
Weaving The
Story

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