market oriented market research. enact: learnings from hollywood
DESCRIPTION
An outlook on the future of market research. MR needs to help companies become market oriented. For information generation we need to apply gamification, for dissemination we need research to be a conversation starter via storytelling and for generating responsiveness managers need to experience & live research.TRANSCRIPT
An Outlook on ResearchENACT: Learnings from Hollywood
Context
Theme
Research“What is it good for?”
REprovide extra
value
set
1. intelligence generation
2. intelligence dissemination
3. responsiveness
Market Orientationthe marketing conceptKohli & Jaworski (1990)
1. intelligence generation
2. intelligence dissemination
3. responsiveness
INTEGRATED TOOLBOX
We need to broaden our spectrum to what humans pay attention to or participate in?
consumers
as well as
managers
gamification - fun
RE levance
event & locationbased
Task based interactive &experiential research
“Let’s get in sync with how these work”WHY?
Rule # 1
Rule # 12
Excercise boosts brain power
We are powerful and natural explorers
Rule # 4
We do not pay attention to boring things
Rule # 9
Stimulate more of the sensesRule # 10
Vision trumps all other senses
What you DO to people
is equally important as
what you ASK
1. intelligence generation
2. intelligence dissemination
3. responsiveness
CONVERSATION STARTER & STORYTELLING
STORIES:WHAT CAN WE LEARN FROM...
?
P(2nd CL 1st
CL) + Pr = P5
3. responsivenessACTION
1. intelligence generation
2. intelligence dissemination
A picture is worth a 1000 words, but an experienceis like a movie
Aha! x €It’s me
ENgagement
ACTivation
Throughout
generating disseminating responding to market intelligence we need to
STORIES
EXPERIENCE
GAMIFICATION
