Alistair  Gordon,  Gordon  &  McCallum,  New  Zealand    Part  1:  Session  1,  Convenor  Greg  Coops,  Chair  Jeffrey  Henning,  schedule  =  01:34am  to  02:00am  (GMT/London)  

Will NewMR become OldMR? The Challenge of Turning Radical Methods into

Sustainable Businesses

Alastair Gordon Managing Partner,

Gordon & McCallum

Alistair  Gordon,  Gordon  &  McCallum,  New  Zealand    Part  1:  Session  1,  Convenor  Greg  Coops,  Chair  Jeffrey  Henning,  schedule  =  01:34am  to  02:00am  (GMT/London)  

What is This NewMR?

•  Listening not questioning? •  Engagement and interaction? •  Online, esp. Social media focussed? •  Communities not Samples? •  Deep, realistic, emotional response?

Alistair  Gordon,  Gordon  &  McCallum,  New  Zealand    Part  1:  Session  1,  Convenor  Greg  Coops,  Chair  Jeffrey  Henning,  schedule  =  01:34am  to  02:00am  (GMT/London)  

Sounds Good. Is it enough?

Alistair  Gordon,  Gordon  &  McCallum,  New  Zealand    Part  1:  Session  1,  Convenor  Greg  Coops,  Chair  Jeffrey  Henning,  schedule  =  01:34am  to  02:00am  (GMT/London)  

Enthusiasm Triggers Trend Exaggeration

 “a college student in 2010 who wanted the new Mariah Carey CD, for example, would be able to get it free by giving lots of information about himself”.

 “5 billion people will be online by 2010, feeding everything they see into at least 2 billion handheld devices through mini-cameras installed somewhere on their bodies”.

 “Proliferation of technology and the prediction that bandwidth… will cost nothing (so) every citizen can become a content creator….picture everyone in charge of his own little television network”

Source:  Senior  Entertainment/IT  Execs,  NY  Times:  April  20th  2000    

Alistair  Gordon,  Gordon  &  McCallum,  New  Zealand    Part  1:  Session  1,  Convenor  Greg  Coops,  Chair  Jeffrey  Henning,  schedule  =  01:34am  to  02:00am  (GMT/London)  

• Telephone  invented  1876.  • In  late  1920’s  central  bankers  sNll  mainly  using  telegrams  for  urgent  communicaNon.  • Telegraph  heyday  post  telephone.  • Telegraph  innovated  &  reinvented  • Took  mulNple  hits  to  kill  telegrams  

Alistair  Gordon,  Gordon  &  McCallum,  New  Zealand    Part  1:  Session  1,  Convenor  Greg  Coops,  Chair  Jeffrey  Henning,  schedule  =  01:34am  to  02:00am  (GMT/London)  

“The New Market Research”  “Forget Focus Groups and…surveys… Anything worth

knowing about your customers, traditional market research can't tell you anymore”

 "You don't necessarily care if 20% feel one way and 80% think another…You want a range of views."

 "We are in the midst of watching a real shift away from survey-based research.”

 “…shift is toward a vastly different breed of innovative--and sometimes outlandish--approaches that seek to unveil the consumer's hidden thoughts”

Alistair  Gordon,  Gordon  &  McCallum,  New  Zealand    Part  1:  Session  1,  Convenor  Greg  Coops,  Chair  Jeffrey  Henning,  schedule  =  01:34am  to  02:00am  (GMT/London)  

Alistair  Gordon,  Gordon  &  McCallum,  New  Zealand    Part  1:  Session  1,  Convenor  Greg  Coops,  Chair  Jeffrey  Henning,  schedule  =  01:34am  to  02:00am  (GMT/London)  

Alistair  Gordon,  Gordon  &  McCallum,  New  Zealand    Part  1:  Session  1,  Convenor  Greg  Coops,  Chair  Jeffrey  Henning,  schedule  =  01:34am  to  02:00am  (GMT/London)  

Emotion & MR Decision-Making Client Need States

•  Magic Insights. Find some gems in the data. Something Special Just For Me

•  Can reports and presentations be at least readable?

Help Me Understand You

•  Improve your understanding of client’s business & needs. Empathise Please!

•  Faster, easier to access. Help! Get it To Me Today

•  I want to compare Japan to Brazil Global Roaming

•  Pull info together, and enchant me with new methods Cook Me A Banquet

Alistair  Gordon,  Gordon  &  McCallum,  New  Zealand    Part  1:  Session  1,  Convenor  Greg  Coops,  Chair  Jeffrey  Henning,  schedule  =  01:34am  to  02:00am  (GMT/London)  

 Essentially about product packaging, brainpower, design care, frameworks, productivity, managing operations, cycle time…

 On their own better methods, approaches and theories can help – but are difficult to prove, and advantages often seen as incremental

Alistair  Gordon,  Gordon  &  McCallum,  New  Zealand    Part  1:  Session  1,  Convenor  Greg  Coops,  Chair  Jeffrey  Henning,  schedule  =  01:34am  to  02:00am  (GMT/London)  

Challenges To Growth

Why  NOT?  Me  and  my  Technology  are  really  clever!  

Yes,  it  works  in  the  US/UK/Germany…  but  guess  where  my  budget  is  going……  

Sounds  good.  I’ll  just  get  16  different  quotes.  

Looks  tempOng,  but  what  happens  to  the  last  20  years  of  data?  

Alistair  Gordon,  Gordon  &  McCallum,  New  Zealand    Part  1:  Session  1,  Convenor  Greg  Coops,  Chair  Jeffrey  Henning,  schedule  =  01:34am  to  02:00am  (GMT/London)  

Answers Challenges •  Method & People Focus

not enough

•  Low barriers to entry. Fragmentation, quality issues

•  “New paradigm” needs to work with “old”

•  Got to work globally, consistently

Solutions •  Focus on specific business

issues & client anxieties

•  Products, frameworks and applications. Standards

•  Research programmes, triangulation, mixed methods

•  Design with growth markets in mind

Alistair  Gordon,  Gordon  &  McCallum,  New  Zealand    Part  1:  Session  1,  Convenor  Greg  Coops,  Chair  Jeffrey  Henning,  schedule  =  01:34am  to  02:00am  (GMT/London)  

For Example

SMR  Text  AnalyLcs  

Cust  Advisory  Panel  

Online  Qual  

A  product/framework  to  drive  (e.g.)  promo7onal  effec7veness  in  a  fast  changing  retail  se=ng  is  likely  to  be  far  be@er  (and  more  unique)  if  based  around  2-­‐3  NewMR  services  

Alistair  Gordon,  Gordon  &  McCallum,  New  Zealand    Part  1:  Session  1,  Convenor  Greg  Coops,  Chair  Jeffrey  Henning,  schedule  =  01:34am  to  02:00am  (GMT/London)  

Similarly….

Brand-­‐Tracking  Survey  

Mobile  Studies  

Nuero-­‐science/  Modeling  AnalyLcs  

NewMR  methods  aligned  with  tradi7onal  surveys.  Part  of  programme  to  define  and  react  to  the  forces  that  drive  (e.g.)  brand  equity  offers  more  robust,  granular  and  

precise  opportuni7es  for  marketers  to  redefine  their  brands.    

Alistair  Gordon,  Gordon  &  McCallum,  New  Zealand    Part  1:  Session  1,  Convenor  Greg  Coops,  Chair  Jeffrey  Henning,  schedule  =  01:34am  to  02:00am  (GMT/London)  

What’s required?  Imagination - applications and solutions,

not just methods and platforms  Programme, not project approach  Implementation. Frameworks, templates

and processes  Co-operation. Ability to work with others  Recognition that newMR, like OldMR, has

limitations

Alistair  Gordon,  Gordon  &  McCallum,  New  Zealand    Part  1:  Session  1,  Convenor  Greg  Coops,  Chair  Jeffrey  Henning,  schedule  =  01:34am  to  02:00am  (GMT/London)  

Problems  Busy, not enough staff  (Relatively) Successful, in growth mode  Failure to believe it could all fade away  Scared of competition, over-protective of “IP”

So were the first people to deploy telephone interviewing, ethnography, NLP, data-mining…..

Alistair  Gordon,  Gordon  &  McCallum,  New  Zealand    Part  1:  Session  1,  Convenor  Greg  Coops,  Chair  Jeffrey  Henning,  schedule  =  01:34am  to  02:00am  (GMT/London)  

Two Possible Outcomes

 NewMR becomes OldMR. “Good Ideas, over-hyped”. Great excitement, gradually fading into B.A.U.

  Cherry Picking. Scalable, easier to integrate aspects of NewMR adopted by top 5 agencies. Small/mid size companies left with "scraps” and niche markets

Alistair  Gordon,  Gordon  &  McCallum,  New  Zealand    Part  1:  Session  1,  Convenor  Greg  Coops,  Chair  Jeffrey  Henning,  schedule  =  01:34am  to  02:00am  (GMT/London)  

A Third Possibility  NewMR recognises its own limits, plus

potential of integration across methods  New applications developed, based around

precise business solutions & clients’ ‘emotional’ needs

 A wave of amalgamations, cooperative partnerships etc. among NewMR firms drives a genuine “MR revolution”

Alistair  Gordon,  Gordon  &  McCallum,  New  Zealand    Part  1:  Session  1,  Convenor  Greg  Coops,  Chair  Jeffrey  Henning,  schedule  =  01:34am  to  02:00am  (GMT/London)  

Q & A

Alastair  Gordon  and  Jeffrey  Henning  

Alistair  Gordon,  Gordon  &  McCallum,  New  Zealand    Part  1:  Session  1,  Convenor  Greg  Coops,  Chair  Jeffrey  Henning,  schedule  =  01:34am  to  02:00am  (GMT/London)  

Contact Information

Email: alastair@gordon-mccallum.com

Website: www.gordon-mccallum.com

Twitter: mr_roi

Blog: Research.Opinionated.Insightful http://gordonandmccallum.wordpress.com

Alastair Gordon, Managing Partner, Gordon & McCallum.

Business Consultants To The Research Industry