martin silcock
TRANSCRIPT
What does your future look like?Stimulating your senses! – Mike Jackson, Shaping Tomorrow
Capturing Changes“Vision” caféMartin SilcockDi Tunney - Best Organisation
CircleYou
Register for free at big.shapingtomorrow.com
Before we start
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Conference survey
www.shapingtomorrow.com
Future of Market Research (1)
Mike Jackson, BIG conference, Brighton, May 2013
What’s changing• Digital: Big Data (Algorithm and marketing automation), Sensors in everything, Artificial
Intelligence, Robotics, Mobile, Wearables, Data mining, Machine research, Predictive, Passive and text analytics. Value chain analysis
• Open-source: networked, personalized, self-managed, DIY, remote access, non-place specific• Focus: Asking to observing; collection to analysis, insight to foresight, rational to emotional,
one off surveys to continuous data analytics
Implications• Work: Expect half of existing jobs to go by 2020?• Future focused: Move to forward intelligence• Convergence: aggregation of multiple data streams• Digital marketers: move from data and information to
real-time knowledge and wisdom• B2B: Collaboration and co-creation
What do you see of your future?
Implications• New ways of working, new business models• Fewer market researchers especially traditionalists• New purposes for organisations - ethics, service, trust, simplicity• Collaboration/co-opetition/alliances, partnerships• Market research at the centre and integral to the ecosystem
What should you do about it now• Make sure you are on the right side of history• Study the future of Market Research• Learn the new tools and techniques• Demonstrate your new proficiencies every day in every way
Future of Market Research (2)
Mike Jackson, BIG conference, Brighton, May 2013
Capturing clues, noticing change, sharing perspectives
What is vision café?
A vision café is a means of bringing a group of people together to have an open creative conversation about the future, to share ideas and gain a deeper collective understanding of the subject and the issues involved
It’s not a talking shopEveryone leaves enriched by deeper level of understanding
Adapted from : http://www.slideshare.net/dgurteen/introduction-to-the-knowledge-cafe
Our Goal : To capture the future
• Mutual understanding of a complex issue• Wider understanding of other people’s
perspectives• Deeper understanding of one’s own views and
thinking process• Flush out ideas which need airing and
exploring• Build consensus around an the issue or topic
How we’ll do it
Circle
15 minutes 15 minutes
Mix it up!
15 minsShare…A thoughtAn ideaAn insightA learningAn actionA vision
5 minutes
Deepen engagement with your knowledge about the future
Time to understand the complex An open, no
pressure conversation
Understand own knowledge and perspective
Tease out unconsciousknowledge
New ideas and new perspectives
Crystalize your knowledge and knowledge gaps
New connections with other people
• Be prepared to emerge a slightly different person• See people with different views as sources of learning, rather
than adversaries• Enter into open conversation• Listen more than speak• Welcome difference• Withhold judgement• Avoid position taking• Don’t worry too much about political correctness• Take your own notes – it’s your perspective not the tables• In final session report your comments to the group as a
whole
The real outcome is what YOU take away with you
Remember• Be prepared to emerge a slightly different person• See people with different views as sources of learning, rather than
adversaries• Enter into open conversation• Listen more than speak• Welcome difference• Withhold judgement• Avoid position taking• Don’t worry too much about political correctness• Assume Chatham House rules, if needed• Take your own notes – it’s your perspective not the tables• In final session report your comments to the group as a whole• The real outcome is what YOU take away with you
How we’ll do it
Circle
15 minutes 15 minutes
Mix it up!
15 minsShare…A thoughtAn ideaAn insightA learningAn actionA vision
5 minutes
How we’ll do it
Circle
15 minutes 15 minutes
Mix it up!
15 minsShare…A thoughtAn ideaAn insightA learningAn actionA vision
5 minutes
What did you catch?
How we’ll do it
Circle
15 minutes 15 minutes
Mix it up!
15 minsShare…A thoughtAn ideaAn insightA learningAn actionA vision
5 minutes
Keeping the conversation going
Talk to us also in the hotel
Friday 23rd – 11.00am