Profissão Market Research, Que Futuro?

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Um reflexão sobre o futuro do market research.

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Profissão Market Research, Que Futuro?

  1. 1. Profissão Market Research, Que Futuro? Fundação Cidade de Lisboa CSI Lisboa, 26 Maio 2011
  2. 2. marketing research Also called market research "Marketing research is the function that links the consumer, customer, andpublic to the marketer through information - information used to identify anddefine marketing opportunities and problems; generate, refine,and evaluate marketing actions; monitor marketing performance;and improve understanding of marketing as a process. Marketingresearch specifies the information required to address these issues, designsthe methods for collecting information, manages and implements the datacollection process, analyzes, and communicates the findings and theirimplications." American Marketing Association (AMA) - Official Definition of Marketing Research
  3. 3. •Company data•Retailer data•Syndicated MK & Sales data•Syndicated media data •Tradional survey data •Traditional qualitative data … 1990 1995 … … … …. 2011 •Custom survey (phone or in malls) •Focus groups •Individual in-depth interviews •Syndicated survey research studies Adapted from Micu, A.,Dedeker, K.,Lewis,I.,Moran,R.,Netzer,O.,Plummer,J. & Rubinson,J. (2011) The Shape of Marketing Research in 2021,51(1),(213-221) Journal of Advertising Research
  4. 4. “… 49% of all research organisations do not intend to hire in 2011…” Source:2011 Annual Survey of Market Research Professionals“… 37% of Market Research professionalsexpect to search for a new job in 2011…” Source:2011 Annual Survey of Market Research Professionals
  5. 5. “… 80% of research departmentsare working with less budget thantwo years ago…” Source:IR “… the global market for market research declined 4,1% in 2009…” Source:Esomar
  6. 6. •Company data•Retailer data•Syndicated MK & Sales data Unprompted consumer•Syndicated media data feedback from: Syndicated digital data: •Listening- Search analysis •Website data •Ethnography-Virtual •Mobile data shopping •Social media data • Physiological- •Tradional survey data Metaphor elicitation •Traditional qualitative •Emotion mining data •Online survey data •Online qualitative data … 1990 1995 … … … …. 2011 •Online surveys •Custom survey (phone or in malls) •Online access panels •Focus groups •Custom online panels •Individual in-depth interviews •Hosted online communities •Syndicated survey research studies •Do-it-Yourself surveys •Virtual shopping •Online ethnography Adapted from Micu, A.,Dedeker, K.,Lewis,I.,Moran,R.,Netzer,O.,Plummer,J. & Rubinson,J. (2011) The Shape of Marketing Research in 2021,51(1),(213-221) Journal of Advertising Research
  7. 7. •Marketing Agencies •BI Technology New •DIY •Changing Skill sets Competitors •Social Media Human Capital Client Demands •ROI •Integration •Implications & Outcomes Consumer•Cheaper Economics Engament •Engagement•Faster •Socialization•Better •Fun •Rewards Tecnology •Social Media •Mobile •Converged Data
  8. 8. “An inflection point occurs where the old strategicpicture dissolves and gives way to the new” Only the paranoid survive - Andrew Grove ,1996
  9. 9. What will happen structurally to research Will the focus on departments? With so much closeness to the information customer attract available to drive management competitive consultancies to advantage, who in substantially the client company increase their will “own” this presence in capability and marketing resource? research? Will other tecnologicallydriven companies build out their marketing – Will client research consulting departments take capabilities and the lead and have turn the river of a bigger role?information into a competitiveadvantage for their clients? Will the market – research industry Will a chief be an attractive knowledge officer- investment for perhaps recruited Google? Or is from a Google already a management huge market- consultancy- take research Will suppliers ownership? company? develop complete capabilities so that client research departments are outsourced entirely? Adapted from Micu, A.,Dedeker, K.,Lewis,I.,Moran,R.,Netzer,O.,Plummer,J. & Rubinson,J. (2011) The Shape of Marketing Research in 2021,51(1),(213-221) Journal of Advertising Research
  10. 10. The Cloud Mobility
  11. 11. “… 95% of “standout” leaders of 1500corporate and public-service leaders in 60nations believe that getting closer to thecustomer is a top busines strategic initiativein the next 5 years …” Source:IBM Study
  12. 12. Expanded Scope ofOfferrings
  13. 13. Integration across theStrategic Decision MakingProcess
  14. 14. Be part of the DecisonTeam
  15. 15. Data source & tools • Data Mining • Mobile Data • User-generated Content & text mining • Social Networks Listening • Path Data (point of sales) • Eye Tracking • Web Browsing & Analytics • The Internet of things • Neuromarketing • Brand Communities • Online Crowdsourcing • Field experimentation • CRM (…)Data types • Transactional data • Customer personal information • Text • Posts • Videos • Pictures • Emotions • Eye movement • Facial Tracking • Body & Brain responses • ( …)
  16. 16. http://www.mckinsey.com/mgi/publications/big_data/pdfs/MGI_big_data_full_report.pdf
  17. 17. First search theinformation youhave, then decidewhether a studyis needed.
  18. 18. “There is not too much information. You justdon’t know how to manage it.” -Stowe Boyd
  19. 19. insightDefinitions (2)1. Feedback; ideas about the true nature of something. In business, product testing sessions are used to gather insight from people with different backgrounds, experiences and feelings, with the intent of finding out how consumers may respond.2. Knowledge in the form of perspective, understanding, or deduction. Someone may come up with an insight after a long period of thought, or suddenly out of thin air as in an epiphany or sudden understanding. "Management had the insight to decrease its expenses amid falling sales before a scheduled earnings release, so that the company would be viewed in a more favorable light." http://www.businessdictionary.com/definition/insight.html
  20. 20. Data Sources 7 Tangrams Pieces
  21. 21. Information
  22. 22. Knowledge
  23. 23. Insights
  24. 24. Do you see an old or a young lady?
  25. 25. Sky and Water M.C. Escher Relativity M.C. Escher
  26. 26. Insight Intelligence Polymaths New Careers Management Specialists Consultants Advanced Analytics Processing Visualization PowerNewSkills Need for Creativity Storytelling Synthesis
  27. 27. “The best way to predict yourfuture is to create it” -Abraham Lincoln
  28. 28. Sandrina VendeirinhoAvenida das Acácias Zona 5Lote 3 – 5ºC2675-221 OdivelasTlm: 917 500 0 81Email: sandrina.vendeirinho@brainsatwork.pthttp://pt.linkedin.com/in/sandrinavendeirinho

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