The Future of Research


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The Future of Research

  1. 1.
  2. 2. Past – MarketingSource: PHD
  3. 3. Please do our surveys orattend group discussionswhen we want you to and …if you qualify
  4. 4. 1. WHO 1. Gen Y 5.85M 2. Gen Z 3.06M 2. WHAT THEY VALUE Connecting 3.WHAT THEY ARE • Family • Friendships CONCERNED ABOUT • Health with youth is (PERSONALLY) • Body Image complicated but • Family conflict necessary • Coping with stress 4. ONLINE • 85% want to pay 6. SOCIAL MEDIA 5. ATTITUDES TO for online content 7. HEALTH • Very wide ON-LINE • Downloaded music• Losing sleep to spread (RETAILING) without paying gadgets • Creating & BRANDS AND (28% as their• Not enough fruit sharing SHOPPING primary source of & veggies their ??? music)• Not enough • Protective of their physical activity online identity to have health
  5. 5. gen y Born 1982 - 2000 Age: 11 – 29 5.85 Million 27%Sources: “Understanding Gen Y” Marc McCrindle; The Australian Bureau of Statistics
  6. 6. gen z Born 2001 + Age: < 11 3.06 Million 14% *Also termed Generation I (Internet) or Generation M (Multitasking)Sources: “Understanding Gen Y” Marc McCrindle; The Australian Bureau of Statistics
  7. 7. Changingrole ofresearch
  8. 8. Ask & Answer (One Way) Behind the mirror Listen and Discuss (Two Way) Research as Translator Co-creation groups (no mirror) Research as Mediator
  9. 9. Our future will(again) rely on…
  10. 10. 1 Retaining quality of process and professionals2 The Level of cost cutting that limits effectiveness3 The amount of Social media research replacing traditional methods4 The level of access to respondents via traditional means5 Our ability to deliver ROI6 Our ability to combat information overload7 The corporate appetite for in sourcing8 Our ability to engaging with respondents in new ways9 Our ability to embrace cultural and technological; changes10 Our own braveness in marketing/positioning our profession
  11. 11. Likely• Less appetite for risk/less $ available• Gaming in M&S Research to collide• More DIY• More Merger and acquisitions• More mobile and location based (GPS)• More demand for simplicity from clients• More insight from non research activities (CRM, WOM, SMM, Analytics)
  12. 12. Continuous listening
  13. 13. Fine lines we will have to tread• Marketing and research• Research and public consultation• Customer listening vs. fast tracking service issues (research as a short cut)• Representativeness• Stated vs. observed vs. actual data collection
  14. 14. - One way dialogue- Standardised metrics delivered slowly- Continuous projects/budgets- Controlled by Agency or client- Local knowledge- PowerPoint and tables- Role justified- Asking questions
  15. 15. Where are we going? • On call conversations • Micro launches, insights, iterations • Doing more or the same with less • Empowering people to engage • Global learning • Multimedia • ROI • Actively listening
  16. 16. 3 concepts to outlinewhat’s possible right now
  17. 17.
  18. 18. What happens to our social arrangements (substitute research) when every photocan be recognised, geo-located and individuals tracked? What happens toshops when every price can be compared? What happens to conversations whenit’s all recorded, or any fact is a 5 sec voice search away from being checked? -TOM HUME, MANAGING DIRECTOR OF FUTURE PLATFORMSTHEFUTURE
  19. 19. In the slightly altered word of John F Kennedy’s inaugural address...Ask not what your (profession) can dofor you, Ask what you can do for your(profession)”