the bright future of market research smartees workshop
Post on 06-May-2015
393 Views
Preview:
DESCRIPTION
TRANSCRIPT
The Bright Future of
Market Research
This is the full slidedeck of our Smartees
Workshop on ‘the Bright Future of
Market Research’ (11 February, 2014).
The main focus is on how both
traditional quantitative and qualitative
research can be better, fresher and
more contemporary by approaching
participants and internal stakeholders
differently.
# insites
# mrx
CONVERSATION STARTERS
Hi, I am ….. and I work as…… @.......... .
When I think about research, I think…
I am here because …
My company uses research when…
I prefer quant over qual because…
I prefer qual over quant because…
The bright future
of market research?
Who filled out a +5 minutes survey
from another brand, service or
company in the past 6 months?
Who has already participated as a
respondent in qualitative research
(focusgroup or in-depth interview)
Who ever thought: ‘who the h*ll is
actually still filling out surveys?’
Who has already done or experienced
ONLINE qualitative research?
3 questions you’d like to
be answered today.
9h00: Doors open
9h30: Welcome & introduction
9h40: Workshop part I
11h00: Coffee break
11h15: Workshop part II
12h30: Lunch
13h15: Workshop part III
14h45: Coffee break
15h00: Workshop part IV
16h15: Wrap up and Q&A
16h30: Closing reception
Program
Enjoy the deepdive!
Operational Excellence
Customer Intimacy
Product Leadership
3 types of strategic focus (Tracey & Wiersema)
3 types of strategic focus (Tracey & Wiersema)
Operational Excellence
Customer Intimacy
Product Leadership
Provide customers with good, standard products
at low cost
Provide customers with high quality innovative
products
Provide customers with personalized products
that exceed expectations
3 types of strategic focus (Tracey & Wiersema)
Operational Excellence
Customer Intimacy
Product Leadership
Provide customers with good, standard products
at low cost
Provide customers with high quality innovative
products
Provide customers with personalized products
that exceed expectations
Consumers are at the heart of our organisations
Customers…
Who are they?
Let’s look at our customers…
?
?
?
?4 things to remember about the new customer
Consumers create content themselves…
57% A person from your contact
list
14% A company
Everyone is a critic/reviewer and the outcome may leverage your brand…
... or damage your brand
?
?
?
Perfect information
Consumer-generated
Trustworthy
Lightning fast
Fuelled by social media
?
?
?
empowered
Cultures were never so close
Stimulation junkies. On the go, but 100% connected.
Segmentation? Maybe contextually. Maybe.
? ?
empowered
Globally in touch
Hyperfast learning
Raising bar of expectations
Segmentation = difficult
cosmopolitanempowered
? ?
What’s YOUR perfect
restaurant experience
like?
83%
Different
Country,Different
Story
Higher purchase intention for products co-created by peers. (van Dijk, 2012)
cosmopolitanempowered
? Sharing feedback
Walking in our shoes
Concrete business outcomes
smart co-creator
cosmopolitanempowered
?
The paradox of choice.
smart co-creator
cosmopolitanempowered
Rational overload
Emotional heuristics
Herd behaviour
Emotional sharing
smart co-creator
cosmopolitanempowered
emotional
?
?
?
?4 things to remember about the new customer
smart co-creator
cosmopolitanempowered
emotional
It’s the media, stupid!
What’s the impact
on companies?
We need to make consumers an
integral part of everything we do.
Mariken Kimmels / H.J. Heinz
What’s the impact
on research?
Get out
of your
comfort
Zone
BREAKOUT
EXERCISE
The battle of
the screens
Playing instead
of paying for
attention
Filling our
Blind Spots
Survey research in the
age of engagement?
77
78
FROM BOREDOM TO
ENGAGEMENT
79
AMOTIVATION
INTRINSIC
MOTIVATIONEXTRINSIC
MOTIVATION
Task is not done properly
Interest, enjoyment
highly competent
AMOTIVATION
INTRINSIC
MOTIVATIONEXTRINSIC
MOTIVATION
AUTONOMY
COMPETENCE
RELATEDNESS
VALUE
YOU ARE FREE TO
AUTONOMY
DO THIS OR NOT
AU
TO
NO
MY
MODULARITY AT THE
PARTICIPANT SIDE
AU
TO
NO
MY
OPTIONAL SECOND
SURVEY DIMENSION
YOU ARE GOOD AT
COMPETENCE
THIS
CO
MP
ET
EN
CE
PARTICIPANTS AS
CO-RESEARCHERS
CO
MP
ET
EN
CE
TASKS
BEYOND RESPONDING
PEOPLE LIKE YOU
RELATEDNESS
DO THIS
R&D contribution• The lounge
What did we do?
xxxxRE
LA
TE
DN
ES
S
CONNECTING IN
THE LOUNGE
RE
LA
TE
DN
ES
S
INTRODUCING THEIR
SHARED INTERESTS
WHAT YOU DO HAS
VALUE
A MEANING
VA
LU
E
SHARING THE CLIENT
OBJECTIVES
4. Value = what you do has meaning
VA
LU
E
SHARING THE CLIENT
OBJECTIVES
BETTER CAPTURE THE COMPLEX
CONSUMER REALITY
Recognizing the social
dimension in decision making
THE CONTAGIOUS EFFECT
OF THE SOCIAL DIMENSION
THE ASSOCATION TOOL
4% spontaneous 72% promptedVS.
of consumer behaviour
Context is a better predictor
Task 1: Your breakfast moment
Task 1: Your breakfast momentTake a picture when you are heaving breakfast. What are you having for breakfast and why do you choose this?
BETTER UNDERSTAND
TARGET GROUPS DIFFERENCES
by emotions
Our decisions are wired
AVOIDING RECALL BIAS
USING TASK-BASED ELEMENTS
ADDED VALUE OF
IMPLICIT MEASUREMENT
ADDED VALUE OF
IMPLICIT MEASUREMENT
NICHE NATURAL
POTENTIAL
These items are not associated with the given brand by a lot of respondents, however the reaction time is faster than average.These are niche associations often amongst users with a certain brand experience.
These items are associated with the given brand by many respondents and the reaction time linked to the association is faster than average.These are natural and spontaneous associations.
These items are associated with the given brand by many respondents but the reaction time is below average.These are potential associations which can become natural if the given brand enhances the communication.
% of respondents
Reaction tim
e
LIMITS
These items are not associated with the given brand by a lot of respondents and if associated the reaction time is below average.These items are not linked with brand.
BETTER
FASTER
CHEAPER
Get out
of your
comfort
Zone
BREAKOUT
EXERCISE
What about mobile
Market research?
VS.
SMARTPHONE PENETRATION IN
BELGIUM IS ±40%
MOBILE IS
NOT
THE GOAL
WE SHOULD BE ABLE TO REACH
THE CONSUMER AT THE MOST
RELEVANT MOMENT ON THE
MOST SUITABLE PLATFORM
?
??
?
Exploring
Recruitment
Mobile = online + offline research
Should we worry?
Socio demographics Technological advancedEngagement
?
?
?
1/Recruitment
Profile?
Impact?
Satisfaction?
Time to reach 400 participants?
4 hours 4 days 4 weeks@McDonaldSimon
@Anoukw1
Get access to real behaviour!
New information
2/ Marketing
?
?
?
1/Recruitment
How about mobile & MROCs?
15 inch
4,3 x less engagement?
3,5 inch
Does mobile make community members
less engaged?
Yes No
Using the mobile app really
helps me staying in touch
more with the community “ “
Does mobile make community members
less engaged?
15 inch
Mobile leads to less rich data?
3,5 inch
Yes NoNo
Members don’t post more, but…
…more contextual & personal stuff
More engagement
Richer contributions
Going beyond the method
2/ Marketing
?
?
1/Recruitment
3/ Communities
And... in all phases of the research!
2/ Marketing
?1/Recruitment
3/ Communities 4/ Reporting
The rising star in
qualitative research?
‘Online Communities’ become more and
more a true ‘Fusion Research’ tool that
allows for ‘triangulation’ on different
levels. Leading to more valid research
results, fresh inspiration and a deeper
understanding of the issue researched.
Frédéric Gennart / Inter IKEA Systems
@tomderuyck
Central Research Nerve System
Get out
of your
comfort
Zone
BREAKOUT
EXERCISE
Design the communityHow will your community be setup?
1/ Who
3/ Questions &
tasks
2/ What
3/ What are your questions & tasks for the
consumers?
• ..
• ..
2/ What’s the main goal of your community?
• ..
• ..
1/ Who will you select (profile, number)?
• ..
• ..
What could be
the result?
IKEA CASE:Fusion with Implicit Measurement
360°evaluation
Before: focus groups
From good to great
Focus groups were only giving
a snapshot of reality
Limited time spent with
consumers and a limited portfolio of research techniques possible
Largely determined by the quality and experience of the moderator
Internal stakeholders do not follow sessions that often
Triangulation
Data
Method Environmental
Theory
Investigator
Doing things
faster and more
cost-efficient
Gaining a higher
quality of data &
deeper insights
Doing things that
were just not
possible before
Evaluation of a method
#1Reason to
participate
#2Conversation
guide
#3Role of the
moderator
#4Gamification
Different country, different story
Participants >
Consumer Consultants
What could be
the result?
YELO CASE:Fusion with Social Media Research
Leveraging research
results to the max!
Diffusing research results should be like getting those small
Magic Boxes from McDonald’s:
blending results, stories and quotes
Carole Lamarque / Linkman
Conversations from external stakeholders
Convers
ations fro
m in
tern
alsta
kehold
ers
Proud
company
Conversation
company
Boring
company
Adored
company
Communication is key!
Total consumer
immersion
Internal
Internal
Internal
Internal
Internal
External
What about the future of
market research?
Smart Cookies
academic backbone
sector expertise
marketing consulting
innovative methods
change agent
engagement & activation
Creative
Solid
We are never done
linkedin.com/in/tomderuyck
tom@insites-consulting.com
@tomderuyck
www.insites-consulting.com
Ready for a bright future?
Head of Research Communities
linkedin.com/in/katiapallini
katia@insites-consulting.com
@KPallini
www.insites-consulting.com
Ready for a bright future?
Senior Research Innovation Consultant
Katia Pallini
top related