the 3 most interesting trends in research today

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The 3 Most Interesting

Trends in Research Today Simon Chadwick

Managing Partner at Cambiar and

Editor in Chief of Research World

The 3 Most Interesting Trends in Research Today

Mid-Atlantic MRA Spring Symposium Washington, DC

April, 2015

SKILLS MODEL

BUSINESS MODEL

HUMAN MODEL

3 MODELS

2015 Cambiar, LLC. All rights reserved 2

SKILLS MODEL

BUSINESS MODEL

HUMAN MODEL

3 MODELS

WHAT DO WE DO?

HOW DO WE DO IT?

WHO ARE WE?

3 EXISTENTIAL QUESTIONS


SKILLS MODEL

BUSINESS MODEL

HUMAN MODEL

3 MODELS

WHAT DO WE DO?

HOW DO WE DO IT?

WHO ARE WE?

3 EXISTENTIAL QUESTIONS

THE AGE OF POWER SKILLS

CREATIVE DESTRUCTION

MILLENNIAL MR

3 META-TRENDS


WHAT DO WE DO? THE AGE OF POWER SKILLS


“If you don’t like change, you’ll like irrelevance a whole lot less”


THE RISK MITIGATORS

THE INFORMATION COLLECTORS

THE THOUGHT LEADERS

THE CONSUMER EMPATHS

THE BUSINESS DRIVERS

RATIONAL - SKEPTICAL - RIGOROUS DETAIL - ANALYTICAL - DATA-DRIVEN

PROACTIVE - IMAGINATIVE - INSPIRING EMPATHETIC - INTUITIVE - CONFIDENT

ACTION - RISK-TOLERANT - OWNERSHIP


What Do We Do? We Sit at the Nexus

Data


Skill Set – Today vs. Five Years

42

28

38

51

40 47

64 57

74

66

57

81

61 65

78

62 68

78

37

56 49 46

0

10

20

30

40

50

60

70

80

90

Clients

Source: Cambiar Future of Research 2014


Influencing

Story-telling

Synthesis

Consulting

Research Skills


HOW DO WE DO IT? CREATIVE DESTRUCTION


Gartner’s MR Hype Cycle


Innovation Trigger

Peak of Inflated

Expectations

Trough of Disillusionment

Slope of Enlightenment Plateau of Productivity

Plateau will be reached in: less than 2 years 2 to 5 years 5 to 10 years

Expectations

Gartner’s Take


Innovation Trigger

Peak of Inflated

Expectations




Emotion Detection/Recognition

Social Media Analytics

Big Data

Behavioral Economics

Neurometric Research

Digital Ethnography/ Qualitative

Web Analytics

Expectations

Time

Adding in DIY Research


Innovation Trigger

Peak of Inflated

Expectations




Emotion Detection/Recognition


Big Data

Behavioral Economics

Neurometric Research

Digital Ethnography/ Qualitative

Web Analytics

Expectations

Time

Conventional DIY

App Store DIY Research

Shifting sands

-80 -60 -40 -20 0 20 40 60 80 100

F2F Focus Groups

Pack testing

Ad tracking

A&U

Copy testing

Brand tracking

Digital focus groups

Path to purchase

Customer experience

Digital ad optimization

Integration of multiple data streams

Data analytics/mining

% clients doing more or less in next 5 years

More Less



Investors Agree

Source: Cambiar Capital Funding Index 2014


And the MR Ecosystem Fragments

Client

Full-service research company

Sample provider


And the MR Ecosystem Fragments

Client

Full-service research company Sample provider

Offshore outsourcer Platform providers

DIY App Store Analytics provider

DIY Platform


The Mother of all Battles


Business Models Mutate

Data Collection

Full Service

Data Curation

Focused Expertise

Insourced Outsourced

Competition Partnership

Linear Modular

Project Learning


WHO ARE WE? MILLENNIAL MR


Skill Set – Today vs. Five Years

42

28

38

51

40 47

64 57

74

66

57

81

61 65

78

62 68

78

37

56 49 46

0

10

20

30

40

50

60

70

80

90

Clients



Recruiting Talent Today - Bar is Rising for Foundational Skills

Cross-cultural skills

Horizontal collaboration

Accessing and analyzing

information

Team Work Leadership Critical thinking/ problem solving

Communication

Synthesis

Ability to contribute to

innovation Entrepreneurial

Thinking

Tomorrow

Today

Yesterday

Source: Michigan State University – Dedeker/Berling


Predictive Analytics


Customer Relationship Management

Consumer Research

Big Data

Management Consulting

Analytics Predictive Modeling Statistics Decision Modeling Data Mining Machine Learning

Emerging Technologies Social Monitoring Text Analytics Reporting Tools Multimedia

Relationship Management Data Warehouse Technology Sales Promotion Analysis

Survey Design Qual

Technology Statistics & Analytics

Strategy Consulting Business Acumen Process Management Risk Management Influencing Analytics Team Leadership Communicating Storytelling

Data Science Data Architecture Statistical Programming Languages Mathematics Statistics

The skills we will need.

Source: Michigan State University – Dedeker/Berling


People We Will Need


Millennials – Me or We?


Pro-business (with a twist)

Ethics

Socially aware

Corporate Social Responsibility

Cultural tolerance

Work-life balance


Challenges MR Employers Will Face

Boomers Millennials

Command and control management Active, involved leadership

Individually focused work Collaborative, teamwork

Managed flow of information Unstructured flow of information

Job security Employability

Work = Income Work = income and personal enrichment

Structure No structure; flexibility highly valued

Inward looking Outward looking

Influence through organization, position Influence through networks, communities

Brack (2012)


The Millennial MR Workplace

Highly networked Team-based

Knowledge-intensive Predictably

unpredictable

Integrated Insights

Lynch (2008)


Do we attract Millennials to such

a workplace? Or do they construct it for us?


Where is the Congruence?

Entrepreneurial thinking

Synthesis

Ability to contribute to innovation

Horizontal collaboration

Accessing and analyzing information

Cross-cultural skills

Communication

Leadership

Critical thinking/problem solving

Teamwork


400



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