what marketers should know about design research

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Speech by CEO of Russian design research consultancy Lumiknows Ekaterina Khramkova at the 15th Russian largest design and advertising exhibition "Design & Advertising Industry in Russia" held at the Central House of Artist in Moscow from 15th to 18th of April, 2009.

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  • What Marketers Should Know About Design Research. Dr Ekaterina Khramkova, Founder & CEO Russian Design Research Consultancy Lumiknows :: 17 April 2009, Design & Advertising Industry in Russia, Central House of Artist, Moscow ::
  • 1. Why design research? 2. What is the essence of design research approach? 2009 Russian Design Research Consultancy Lumiknows 2
  • Why Design Research? 2009 Russian Design Research Consultancy Lumiknows 3
  • To understand your customer as deep as possible. 2009 Russian Design Research Consultancy Lumiknows 4
  • drivers needs values Its values, drivers, anticipations and needs. 2009 Russian Design Research Consultancy Lumiknows 5
  • Its day-to-day experiences and environment. 6
  • Its Weltanschauung 2009 Russian Design Research Consultancy Lumiknows 7
  • So far so good But how about market research?! 2009 Russian Design Research Consultancy Lumiknows 8
  • Every year brings 30,000 of new products. About 90% of them fail despite thorough and expensive market research. Harvard Business Review, 2005 Marketing Malpractice 2009 Russian Design Research Consultancy Lumiknows 9
  • Why does it happen?! 2009 Russian Design Research Consultancy Lumiknows 10
  • Transformation of consumption culture 2009 Russian Design Research Consultancy Lumiknows 11
  • Traditional When brands had no BRAND - CUSTOMER difficulties with reaching relationships model target audiences and BRAND Launched products which had always found its customer CUSTOMER 2009 Russian Design Research Consultancy Lumiknows 12
  • Traditional BRAND - CUSTOMER relationships model is over. BRAND CUSTOMER 2009 Russian Design Research Consultancy Lumiknows 13
  • Brands experience real difficulties with 1. delivering its messages to the customer, delivering 2. synthesizing obtained information into a successful product or service. 2009 Russian Design Research Consultancy Lumiknows 14
  • Lets talk about the first part. Brands experience real difficulties with 1. delivering delivering its messages to the customer, 2. synthesizing obtained information into a successful product or service. 2009 Russian Design Research Consultancy Lumiknows 15
  • ABUNDANCE OF PRODUCTS 2009 Russian Design Research Consultancy Lumiknows 16
  • ABUNDANCE OF BRANDS 2009 Russian Design Research Consultancy Lumiknows 17
  • 3000 Number of advertising messages people are exposed to per day. Justin Kurby & Paul Marsden, Oxford, 2006 2009 Russian Design Research Consultancy Lumiknows 18
  • 3000 Number of advertising messages people are exposed to per day. 90% Proportion of people who can skip TV Justin Kurby & Paul Marsden, Oxford, 2006 ads and who do skip. Justin Kurby & Paul Marsden, Oxford, 2006 2009 Russian Design Research Consultancy Lumiknows 19
  • 3000 Number of advertising messages people are exposed to per day. 90% Proportion of people who can skip TV Justin Kurby & Paul Marsden, Oxford, 2006 ads and who do skip. Justin Kurby & Paul Marsden, Oxford, 2006 80% Market share of video recorders with ad skipping technology in 2008. Justin Kurby & Paul Marsden, Oxford, 2006 2009 Russian Design Research Consultancy Lumiknows 20
  • Now, how do you think, what is becoming the most valuable for Brand in its relationships with Customer? 2009 Russian Design Research Consultancy Lumiknows 21
  • Attention. 2009 Russian Design Research Consultancy Lumiknows 22
  • Attention of customer to your brand. 2009 Russian Design Research Consultancy Lumiknows 23
  • A wealth of information creates a poverty of attention. Herb Simon, 1971 2009 Russian Design Research Consultancy Lumiknows 24
  • Being able to capture A wealth of information someones attention at the creates a poverty of right time is a very valuable attention. asset. Hal Varian, 2009 Herb Simon, 1971 Googles Chief Economist, The McKinsey Quarterly, Hal Varian