business unusual: strategies to ensure 2018 is the year research stops dreaming and starts doing
TRANSCRIPT
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BusinessUnusual:StrategiestoEnsure2018istheYearResearchStopsDreamingandStartsDoingKris?nLuck,LuckCollec?ve Beyond MR
BusinessUnusualStrategiestoEnsure2018istheYearResearchStopsDreaming&
StartsDoing
Kris>nLuckLuckCollec>ve
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@KRISTINLUCK
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CHALLENGES
“I’m&redofhearingthatthemarketresearchindustryneedstoinnovate.Whatdoesthatevenmeananymore?Hasanyone
intheMRworlddonetrulyinnova&veworklately?”
–CorporateResearcherReport,Quirks2017
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MARKET RESEARCH THROUGHOUT THE YEARS
1920’s
1970’s
1990’s
2000’s
NOW
DANIEL STARCH ERA WORLD WIDE WEB DEMOCRATIZATION OF RESEARCH
Modern market research born to track advertising effectiveness
Data collection becomes more efficient with the advent of online panels
Everyone runs research – More data is collected by more people because they need more customer insights
METHODOLOGICAL STANDARDIZATION
THE DATA EXPLOSION
Increased standardization in methodology and emphasis on best practices
Big, episodic research projects are commonplace. Research timelines begin accelerating
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(INUS$M) 2014 2015 2016 2015/16NETGROWTH(%)
Tradi?onallydefinedmarketresearch(ESOMARGMR)* 38.3 39.7 40.2 1.3**
Onlineanaly?cs 7.9 8.8 9.5 8.0
Managementconsultancies 5.3 5.6 5.9 5.4
IT&telecomresearch 3.8 4.0 4.4 10.0
Marke?ngreports&research 3.6 3.6 3.9 8.3
Socialmediamonitoring 1.7 2.1 2.7 28.6
Socialmedia&communi?es 1.9 2.0 2.1 5.0
Webtrafficmeasurement 1.1 1.1 1.2 9.1
Sampleandpanelproviders 0.95 0.99 0.96 -3.0
Surveyso^ware 0.50 0.58 0.65 12.1
Incrementalturnoversub-segments 26.8 28.8 31.3 8.7
Totalvalueexpandedmarket 65.1 68.5 71.5 -
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**Growthnumberisanetgrowthnumber,whichincorporatescurrencyvaria?ons
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AVERAGE INTERVIEW LENGTH
14
16
1918
23
21
2010 2011 2012 2013 2014 2015
Min
utes
Interview Length
*Source: SSI Data Data based on a calendar year (January-December) Includes all global studies fielded through SSI Dynamix Exclusions: studies with median time >24 hours
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Hearwhatactualrespondentsthinkaboutresearchsurveysat…..
hcp://content.voxpopme.com/survey
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NOTCONVINCED?
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OPPORTUNITIES
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WHATTOLOOKFOR
GRIT
SCALABLE
FUTUREPROOF
ABILITYTOPIVOT
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COMBATTING FEAR OF FAILURE
DEVELOPACULTUREOFEXPERIMENTATION
CLIENTADVOCATES
LEANSTART-UPTECHNIQUES
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COMPANIES INNOVATING RIGHT
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THEFUTUREOFINSIGHTS
HUMANIZED
INTERACTIVE
DYNAMIC
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4DAILYHABITSTOENSUREYOU’REFUTUREPROOF
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FOLLOWYOURINSTINCTS
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GETOUTSIDETOGETINSIDE
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BEAFUTURESCOUT
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BUSTOUTOFYOURCOMFORTZONE
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“Intheend,thegreatcompanieswillbetheonesthathavevisiontofacefactssquareintheeyeand
takeac?on-radicalac?on”
–RoseMarcario,CEO,Patagonia
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KRISTIN LUCK [email protected]
+1 310 713 6622
@kristinluck
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Q & A
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