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Careers with Psychology - David Herron

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Presentation by David Herron, Careers with Psychology 2015

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Careers with Psychology - David Herron

  1. 1. AN INTRODUCTION TO MARKET RESEARCH University of Sussex Wednesday 11th March 2015
  2. 2. 2 DAVID HERRON DIRECTOR OF INSIGHT INTRODUCTION
  3. 3. 3 DAVID HERRON DIRECTOR OF INSIGHT AGENDA Market Research – What is it about? Industry Structure & Nunwood Career in MR Applying Psychology to MR
  4. 4. MARKET RESEARCH?
  5. 5. 5 WHAT DOES IT ADD? BRANDS BRITISH AIRWAYS NPOWER RBS POST OFFICE Everything Everywhere NATIONWIDE CARPHONE NokiaLLOYDS CUSTOMERS? MARKET RESEARCH DELIVERS CUSTOMER INSIGHTS WAREHOUSE PAYPAL Microsoft
  6. 6. 6 WHERE DOES IT FIT IN? CONCEPT TESTING MARKETING & COMMS CUSTOMER EXPERIENCE BUSINESS PLANNING & STRATEGY PRICING RESEARCH ENABLE DECISION MAKING ACROSS THE ENTIRE MARKETING MIX Target Market Product People Process PlacePrice Promotion Physical Presence STAFF ENGAGEMENT BRAND EQUITY RESEARCH UTILISING RESEARCH TOOLS AND METHODOLOGIES
  7. 7. 7 HOW DOES IT WORK? QUALITATIVE RESEARCH Interviews Group Discussions + QUANTITATIVE RESEARCH Surveys & Statistical Analysis
  8. 8. 8 QUANTITATIVE RESEARCH - WHAT QUESTIONS DOES IT ANSWER? QUESTIONS FOR QUANT WHAT? WHAT ARE THEY DOING? HOW OFTEN ARE THEY DOING THAT? WHAT IMPACT DOES IT HAVE ON THEIR BEHAVIOUR? WHAT DOES THE CLIENT NEED TO FOCUS ON……
  9. 9. 9 QUAL RESEARCH– WHAT QUESTIONS DOES IT ANSWER? QUESTIONS FOR QUAL WHY? WHAT ARE THEY THINKING? HOW ARE THEY FEELING? WHATS CAUSING THEM TO THINK AND FEEL LIKE THAT? WHAT DOES THE CUSTOMER WANT / NEED…… QUESTIONS FOR QUANT WHAT? WHAT ARE THEY DOING? HOW OFTEN ARE THEY DOING THAT? WHAT IMPACT DOES IT HAVE ON THEIR BEHAVIOUR? WHAT DOES THE CLIENT NEED TO FOCUS ON……
  10. 10. A BIT ABOUT THE INDUSTRY & NUNWOOD
  11. 11. 11 THE MARKET RESEARCH INDUSTRY THE MARKET Relatively small ‘Middle Class’ (10-20 Million £) Thousands of small niche players (<5 Million £) Few large players (Turnover* >100m £) * Data for UK, from 2011
  12. 12. 12 THE MARKET RESEARCH INDUSTRY THE MARKET INDUSTRY BODIES & INFO Relatively small ‘Middle Class’ (10-20 Million £) Thousands of small niche players (<5 Million £) Few large players (Turnover* >100m £) * Data for UK, from 2011 www.research-live.com www.mrweb.com www.mrs.org.uk www.aqr.org.uk
  13. 13. 13 THE MARKET RESEARCH INDUSTRY THE MARKET INDUSTRY BODY & INFO PROFESSIONAL DEVELOPMENT Relatively small ‘Middle Class’ (10-20 Million £) Thousands of small niche players (<5 Million £) Few large players (Turnover* >100m £) * Data for UK, from 2011 www.research-live.com www.mrweb.com www.mrs.org.uk MRS Qualifications Professional development framework
  14. 14. 14 NUNWOOD: Customer Experience Specialists How we fit in: End-to-end Customer Experience Management Customer Excellence Centre Top 100 Driving Action, engagement & ROI UK Leeds London US New York Australia Sydney Working with world leading brands UK FOCUS with GLOBAL REACH
  15. 15. 15 Full Service Experience Management Define & implement CX Strategy Analytics, measurement & experience design Connect everyone to customer feedback & planning Engage colleagues; make every interaction brilliant
  16. 16. 16 The CEEC Nunwood’s Excellence Centre is focused on researching, analysing and applying customer experience best practice from around the world.
  17. 17. 17 The Six Pillars of Customer Excellence
  18. 18. 18 PROJECT CASE STUDIES – SOLVING CLIENT BRIEFS • BA NOW USE THIS INFORMATION TO MAKE DECISIONS E.G. ON WHAT PLANES TO EMPLOY ON VARIOUS ROUTES. • CUSTOMERS NOW HAVE A SAY AS WELL THE OUTCOME TO UNDERSTAND HOW CUSTOMERS PERCEIVE THE SERVICE ONTHEIRTRAVELS ANDTO IDENTIFY HOWTHIS COULD BE IMPROVED WHAT THEY WANTED WHAT WE DID SURVEY SENT TO BA CUSTOMERS SHORTLY AFTER TRAVEL RESULTS SENT TO BA DAILY THROUGH ONLINE DASHBOARD QUANTITATIVE RESEARCH
  19. 19. 19 PROJECT CASE STUDIES – SOLVING CLIENT BRIEFS • SELECTED CONCEPTS • ‘MUST HAVE’ SCHEME ATTRIBUTES • PREFERED CARD DESIGNS • DEMAND FOR PRICE COMPARISON AGAINST DISCOUNTERS THE OUTCOME TO UNDERSTAND THE CUSTOMER RESPONSE TO A SERIES OF PROPOSITIONS FOR A NEW LOYALTY SCHEME WHAT THEY WANTED 6 X WHAT WE DID FOCUS GROUPS QUALITATIVE RESEARCH
  20. 20. A CAREER IN MARKET RESEARCH
  21. 21. 21 WHAT MAKES A MARKET RESEARCHER? TRAITS… …BE NATURALLY INQUISITIVE INTO THE WHY …PICK UP ON THINGS OTHER PEOPLE DON’T …HAVE AN ANALYTICAL MIND …BE A STORYTELLER …BE ABLE TO PUT YOURSELF IN OTHER PEOPLES’ SHOES BONUS SKILLS FOR STARTING OUT… …HAVE APPLIED RESEARCH AT SOME POINT DURING YOUR DEGREE …HAVE THE ABILITY TO ANALYSE INFORMATION AND PRODUCE INSIGHTS …HAVE USED THESE INSIGHTS TO INFORM YOUR WORK
  22. 22. 22 WHAT SKILLS DO YOU NEED? FOR QUALTITATIVE RESEARCH YOU NEED TO: FOR QUANTITATIVE RESEARCH YOU NEED TO: ……HAVE A GENUINE INTEREST IN PEOPLE; THE 'WHYS' AND 'HOWS' OF WHAT MAKES THEM THINK AND BEHAVE IN THE WAY THEY DO ...BE SOMEONE WHO IS WILLING TO LISTEN AND ALLOW SOMEONE ELSE TO DO THE TALKING …ENJOY AND FIND IT EASY MAKING CONVERSATION …BE OPEN MINDED AND ABLE TO IGNORE YOUR OWN PRE-CONCEIVED IDEAS …BE WILLING TO TRAVEL AND WORK BEYOND THE 9-5 ……HAVE A GENUINE INTEREST IN BROADER TRENDS. ‘WHAT’ IS HAPPENING AND ‘WHAT’ CAN BE DONE TO CHANGE / IMPROVE ……ENJOY ANALYSING DATAAND INFORMATION FROM DIFFERENT SOURCES. TO DISTIL THE ‘INSIGHT’ FROM THE ‘INTERESTING’ ……BE ABLE TO TRANSLATE A REAL WORLD PROBLEM INTO A RESEARCH PROJECT. AND THEN BACK ……BE FLEXIBLE AND A GOOD MULTI TASKER ……NOT BE AFRAID TO ‘GET STUCK IN’ AND PROJECT MANAGE A LOT OF PEOPLE
  23. 23. 24 Qualitative Insight Manager CAREER PATH BECAME A CONSULTANT JOINED A SOCIAL & ECONOMIC CONSULTANCY AS A RESEARCH CONSULTANT GRADUATED WITH A BA HONS IN PSYCOLOGY & SOCIOLOGY +13 months months +19 JOINED AS A SENIOR INSIGHT EXECUTIVE BECAME AN INSIGHT MANAGER +19 months
  24. 24. 25 WHERE MIGHT YOU END UP? AGENCY BASED CLIENT BASED LATERAL Research / Account Director Management Open your own agency Freelance Research Manager Head of Insight Strategic Planning Role Freelance Move into Advertising / Media Customer Experience Specialist Big Data Consultant Marketing Role – e.g. Category Management
  25. 25. APPLYING PSYCHOLOGY TO MARKET RESEARCH
  26. 26. 27 THE NUNWOOD SIX PILLARS Six things which drive customer experience satisfaction/ dissatisfaction across industries PERSONALISATION Using individualised attention (i.e. tailoring the experience) to drive an emotional connection TIME & EFFORT Minimising customer effort, valuing customers’ time & creating frictionless processes RESOLUTION Turning a poor experience into a great one EXPECTATIONS Managing, meeting & exceeding customer expectations INTEGRITY Being trustworthy and engendering trust EMPATHY Achieving and demonstrating an understanding of the individual customer’s circumstances
  27. 27. 28 NAME OF PILLAR One sentence definition / description of the pillar PILLAR DEFINITION COMPONENTS IN PRACTICE VALUES CONSEQUENCES Psycho-social and emotional Functional ATTRIBUTES Abstract Concrete THE MEANS-END CHAIN FRAMEWORK A Psychological framework which allows us to understand what each pillar ‘looks like’ in practice ‘Human universals’ (innate needs) Individual’s values Medium and longer-term life goals Desired end states/outcomes  CONCEPTUAL MODEL & ANALYSIS FRAMEWORK GROUNDED IN PSYCHOLOGY  LINKS WHAT THE CUSTOMER SEES & EXPERIENCES – I.E. PRODUCT & SERVICE ATTRIBUTES – TO IMPACTS IN TERMS OF:  CONSEQUENCES (CUSTOMER BENEFITS - FUNCTIONAL & PSYCHO-SOCIAL)  PRIMARY VALUES, EMOTIONS & NEEDS  PROVIDES CLEAR DIRECTION ON ORGANISATIONAL BEHAVIOURS WHICH CREATE AN EMOTIONAL CONNECTION & DELIVER SUPERIOR CUSTOMER EXPERIENCES
  28. 28. 29 • Self-esteem & ego PERSONALISATION I feel like a valued customer I don’t have to repeat myself I don’t have to shop around I get something back I don’t waste my time Recognise/ remember me Treat me as an individual You only tell me about products & services which are relevant to me Tailor your offer Value my custom I have a dedicated contact/team and a direct number You know about my products, history & past interactions with you Friendly greeting; you know my name Rewards/ bonuses & better deals (than new customers) I feel like a person, not a number We have a positive relationship I feel important and valued Deliver a personalised service PILLAR EXAMPLE - PERSONALISATION How ‘personalisation’ is delivered in an ‘ideal’ world VALUES CONSEQUENCES ATTRIBUTES Psycho-social and emotional Functional Abstract Concrete PILLAR DEFINITION COMPONENTS IN PRACTICE Using individualised attention (i.e. tailoring the experience) to drive an emotional connection
  29. 29. 30 APPLYING THE MEANS-END CHAIN WHAT WE DO QUALITATIVE RESEARCH & ANALYSIS QUANTITATIVE SURVEYS/ TRACKING STUDIES  BUILD A CODE FRAME WITH CUSTOMER LANGUAGE ASSOCIATED WITH RELEVANT ATTRIBUTES  LOOK AT CUSTOMER VERBATIM COMMENTS  CONDUCT CONTENT & SENTIMENT ANALYSIS HOW THIS BENEFITS OUR CLIENTS  UNDERSTANDING OF THE PILLARS/ PRINCIPLES FROM THEIR CUSTOMER’S PERSPECTIVE  IDENTIFIES TANGIBLE THINGS THEY CAN DO TO DELIVER EXCELLENT EXPERIENCES  TALK TO CUSTOMERS ABOUT ‘IDEAL’/ RECENT EXPERIENCES  USE QUALITATIVE QUESTIONING & ANALYSIS TECHNIQUES TO UNDERSTAND THE PILLARS IN SPECIFIC CONTEXTS  ALLOWS THEM TO MEASURE, TRACK & COMPARE THEIR CUSTOMER EXPERIENCE PERFORMANCE OVER TIME
  30. 30. DAVID HERRON Director of Insight E: davidherron@nunwood.com

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