market researchers a vanishing...
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Market ResearchersA Vanishing
Species?
Joan M. LewisJune, 2016
Joan M. LewisIIeX – June, 2016
Research, 1990
Defined Questions . . .
• Answered by specific Research Projects
• Conducted by professional Researchers
• With results in 6 - 12 weeks
• To aid decisions in 6 - 12 weeks
Joan M. LewisIIeX – June, 2016
Research, 2016
Integrated Questions . . .
• Addressed with a variety of learning tools
• Conducted by Researchers, Data Scientists, Marketers, Psychologists, Ethnographers, Sales Personnel . . .
• With results yesterday, if possible
• To aid decisions happening now
Joan M. LewisIIeX – June, 2016
Market Researcher
Expert in research methods, test design, representativity, questionnaire design, cross-tabs, focus group moderation.
Goal
Reliability; approximating reality in a repeatable way. Did the research turn out as planned?
Industry Purpose
Consumer-based answers to fuel growth
Market Researcher
Expert in human thought and behavior; guide for how to learn about people.
Goal
Validity; answering the current set of questions with as much insight as possible. Are the results useful?
Industry Purpose
Excellence in research
20161990
Joan M. LewisIIeX – June, 2016
“ ________________ agrees that these conclusions are technically correct and consistent with the findings.”
This is what we learned and what we think youshould do in your unique business situation.
Joan M. LewisIIeX – June, 2016
Social Listening
Concept and Use TestsPhoto Analysis
Panels for Micro-Tasks
Location-Based Data
Crowd Sourcing
Behavioral Economics
Gamification
Virtual Reality
Cognitive Science Neuroscience
Neuromarketing
Share Data
Survey Research
Facial Expression Analysis
Big Data
Predictive Markets
Online Communities
Sensors
Text Analytics
EEG
Galvanic Skin Response
Pulse Rate, Pupil Dilation
Video Analysis
Google Analytics Facebook Analytics
DIY Research
Micro-Surveys
Eye Tracking
Copy Tests
Webcams
Blind Product Tests
1-on-1 Interviews
Focus Groups
Mobile Ethnography Pop-Up Communities Wearables
Household Panel Data
Shopper Receipt Data
Clickstream Data
Joan M. LewisIIeX – June, 2016
Joan M. LewisIIeX – June, 2016
Good Research
• Hypothesis about the market
• Good questions, defined clearly
• Analyses grounded in the context of the business
… now with technology
• Faster
• Better
• More Complete and Actionable
Joan M. LewisIIeX – June, 2016
Joan M. LewisIIeX – June, 2016
Extremely Satisfied
Satisfied Neutral Unsatisfied Extremely Unsatisfied
Joan M. LewisIIeX – June, 2016
Joan M. LewisIIeX – June, 2016
Implicit Identity Mapping®
Hate It Don’t Like It Neutral Like It Love It
✔
1 2 3 4 5
Joan M. LewisIIeX – June, 2016
Joan M. LewisIIeX – June, 2016
Joan M. LewisIIeX – June, 2016
Extinction or Evolution?
Excellence in Research
Consumer-Based Answers to Fuel Growth
Joan M. LewisIIeX – June, 2016
Joan M. LewisIIeX – June, 2016
Joan M. LewisIIeX – June, 2016
“While there is an over-abundance of consumer data and analytics, marketers have yet to master what meteorologists and economists do best: funnel this multiplicity of data into actionable insights to reliably anticipate and predict what’s ahead and then prepare for it.”
CMO Council Study, January 2016
Joan M. LewisIIeX – June, 2016
Doc Smelser Research Today Emerging Research
Outcomes • Many good outcomes
• Limited by the individual’s knowledge/experience
• Many good outcomes
• Lots of testing
• Lots of contact points
• Lots of customer-driven interest
• Good outcomes, based on careful selection of tools
• Visibility of poor outcomes, so able to improve
• Focus on the “so what”
CustomerExperience
• Often great!
• Highly tailored and trusted
• Mixed
• Complex, hard to get to a big picture
• Sub-optimized vs. potential
• Great!
• Highly informed customers,guided by professionals
• Synthesized view across specialties.
Practitioners • Generalists
• Drawing on experience
• Generalists sometimes feeling disconnected and uninformed
• Many super-specialists,perhaps competing
• Synthesizers and integrativethinkers
• PLUS important specialists in a network
Joan M. LewisIIeX – June, 2016
Country DoctorsWith little or no technology
Medical Care TodayWith exploding technology
Emerging Medical CareHarnessing technology
Outcomes • Many good outcomes
• Limited by the individual’s knowledge/experience
• Many good outcomes
• Lots of testing
• Lots of contact points
• Lots of customer-driven interest
• Good outcomes, based on careful selection of tools
• Visibility of poor outcomes, so able to improve
• Focus on the “so what”
CustomerExperience
• Often great!
• Highly tailored and trusted
• Mixed
• Complex, hard to get to a big picture
• Sub-optimized vs. potential
• Great!
• Highly informed customers,guided by professionals
• Synthesized view across specialties.
Practitioners • Generalists
• Drawing on experience
• Generalists sometimes feeling disconnected and uninformed
• Many super-specialists,perhaps competing
• Synthesizers and integrativethinkers
• PLUS important specialists in a network
Joan M. LewisIIeX – June, 2016
Joan M. LewisIIeX – June, 2016
Market ResearchersA Vanishing
Species?
Joan M. LewisJune, 2016
Joan M. LewisIIeX – June, 2016
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