Fresher insights, Better Marketing.

The Paradox of Success

Swedish Research ConferenceMarch 2009

London Brighton Rotterdam Lausanne Hamburg New York Los Angeles Melbourne

A Leading International Online research agency

2…you need failure

3…Model 5,127

4…dangerous for careers

5…the double-bind for market research

6…in Praise of Failure & Imagination

7Darwin’s Algorithm of Inventiveness

GenerateTest

GenerateTest

GenerateTest

GenerateTest

GenerateTest

Test

Generate

8Natural Beauty…

9Natural Reality

10The Wizard of Menlo Park

111.) Align Passions With Goals

122.) Cultivate Charismatic Optimism

133.) Seek Knowledge Relentlessly

144.) Experiment Persistently

155.) Pursue Rigorous Objectivity

16

gum

Vulcanised Rubber - 1843

17French Fries - 1853

18Penicillin - 1928

19Post-It Notes - 1974

20AlcoPops - 1980

21

Pierre Femat Blaise Pascal Frederic Gauss Francis Galton

Karl Pearson William Gosset Ronald Fisher Charles Spearman Eskin

Mann-Whitney Dr George Gallup Daniel McFadden Gabor-Granger Gordon Brown

MR’s Early Pioneers

22

Research is too often dead-on-arrival for senior management and makes little or no impact on the business Geert Van Kuyck Philips, Chief Marketing Officer

23

Without transforming our capabilities into approaches more in touch with consumers, market research as we know it will be on life support by 2012 Kim Dedeker P&G, VP-external capability leadership, global consumer & market knowledge

24

Agencies tell us they want long-term relationships & to provide valuable interpretation but sadly, they just do not deliver to the standards we need. Michael Harvey Diageo, Global Consumer Planning & Research Director

25

We’re drowning in data yet starving for knowledge & looking for wider deeper insights, a more holistic approach & researchers to become a partner in that. Denyse Drummond-Dunn Nestle, VP Consumer Excellence

261.) Innate Conservatism

272.) Fear

283.) Focus on Acquisition

29In the Words of Peter Drucker…

30BrainJuicer Labs

31BrainJuicer Labs…

Juicy Brains Innovation Community

FamCam™

Mood Metrics

Mobile Moments of Truth

Award Winner

2005

2005

Award Winner

2007

2005

Predictive Markets FaceTrace™

32The New Pioneers of Market Research

33

If it’s worth doing…

…it’s worth doing badly!

34

If you’re going through hell…

…keep going!

35

Energy & persistence…

…conquers all things

36

If everyone says you are wrong, you're one step ahead.

If everyone laughs at you, you're two steps ahead…

37Try, Try & Try Again!