Reg Baker Skills For A NewMR World 2016
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Prac%cing the NewMR: What Researchers Need to Know– NewMR Webinar Reg Baker, MRII/University of Georgia, 2016 Reg Baker Marke%ng Research Ins%tute Interna%onal 20 October 2016 Prac%cing the NewMR: What Researchers Need to Know
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Transcript of Reg Baker Skills For A NewMR World 2016
Prac%cingtheNewMR:WhatResearchersNeedtoKnow–NewMRWebinarRegBaker,MRII/UniversityofGeorgia,2016
RegBakerMarke%ngResearchIns%tuteInterna%onal
20October2016
Prac%cingtheNewMR:WhatResearchersNeedtoKnow
Prac%cingtheNewMR:WhatResearchersNeedtoKnow–NewMRWebinarRegBaker,MRII/UniversityofGeorgia,2016
TheCurrentContext:ANewReality
1. Clientsexpectmoreinreturnforless.
2. Therearemoresourcesofinsightthaneverbefore.
3. Thereisawelldevelopedsupplychainforaccessingthosesources.
Prac%cingtheNewMR:WhatResearchersNeedtoKnow–NewMRWebinarRegBaker,MRII/UniversityofGeorgia,2016
Theconversa%onhaschanged.
QUALITY GOODENOUGH
OldRealityTradeoffs
NewRealityFitforPurpose
Prac%cingtheNewMR:WhatResearchersNeedtoKnow–NewMRWebinarRegBaker,MRII/UniversityofGeorgia,2016
Sixinsightprofessionalarchetypes:1. BigIssuethinker(26%)
2. ResearchTechnician(25%)
3. ConceptualCreaOve(18%)4. Consultant(12%)
5. BusinessDriver(10%)6. Storyteller(10%)
Source:Riley,AdamandSmith,David(2013).“BigChangeswillDeliveraBigFuture:WhatMarkeOng-DecisionMakersExpectTheirCustomerInsightTeamstoDeliver.”PaperpresentedatESOMARCongressinIstanbul.Amsterdam:ESOMAR.
TradiOonalMR
BusinessConsult
StrategicInsight
StrategicForesight
BCGStagesofConsumerInsight
Andtheexpecteddeliverablehaschanged.
Prac%cingtheNewMR:WhatResearchersNeedtoKnow–NewMRWebinarRegBaker,MRII/UniversityofGeorgia,2016
“It’sonethingtobeheldresponsibleforthequalityofthedataandits‘fitforpurpose.’It’squiteanotherthingtobeheldresponsibleforrecommendaOons,whichifimplemented,wouldhaveconsequences.”
Movingfromthecollec%onofinforma%ontoitsapplica%on.
Source:h`p://blog.mrii.org/are-market-researchers-afraid-of-consulOng/
Prac%cingtheNewMR:WhatResearchersNeedtoKnow–NewMRWebinarRegBaker,MRII/UniversityofGeorgia,2016
Therearemoremethodsandmoresources.
Canweorshouldwebeexpertsinallofthem?
Source:GRIT,2016
Prac%cingtheNewMR:WhatResearchersNeedtoKnow–NewMRWebinarRegBaker,MRII/UniversityofGeorgia,2016
Thesupplychainisextensiveandgrowing.
• Conferenceexhibitorsarebecomingmorespecialized.
• MRtradeshowswheresalesisthegoalarecompeOngsuccessfullywithtradiOonalmethods-orientedconferences.
Prac%cingtheNewMR:WhatResearchersNeedtoKnow–NewMRWebinarRegBaker,MRII/UniversityofGeorgia,2016
Succeedinginthisnewworldtakesateam.
TheSpecialists
ThePolymath TheConsultant
Source:Chadwick,SimonandBaker,Reg(2014).“Aprèsnousledeluge?Whyweneedtopaya`enOontotheneedsanddesiresofMillennialandPost-Millennialresearchers.”PaperpresentedattheESOMARCongressinNice.Amsterdam:ESOMAR.
DatascienOsts,computerscienOsts,neuroscienOsts,staOsOcians,sampleproviders,psychologists,ethnographers,graphicdesigners,surveyspecialists,etc.
Prac%cingtheNewMR:WhatResearchersNeedtoKnow–NewMRWebinarRegBaker,MRII/UniversityofGeorgia,2016
The“mastergeneralist”needstheseskills.
1. Theabilitytomakesmartchoicesaboutmethodsanddatasources.
2. Theabilitytoassess“thesafetyoftheevidence.”
3. Theabilityto“synthesizemulOplesourcesofimperfectdata.”
4. Theabilitytotellthemostimportantstoryofthedatainaconvincingway.
Source:Smith,David.2014.“BuildingtheskillsofthenextgeneraOonofcustomerinsightprofessionals.”ResearchWorld.November/December,32-35.
Prac%cingtheNewMR:WhatResearchersNeedtoKnow–NewMRWebinarRegBaker,MRII/UniversityofGeorgia,2016
“ThefoxknowsmanyliZlethings,butthehedgehogknowsonebigthing.”
1. EmphasizecriOcalthinkingandproblemsolvingoverspecificresearchskills.
2. Favorbreadthoverdepth.
3. TeachtheprinciplesthatdisOnguishgoodresearchfrombadresearchindependentofmethod.
4. Connectmethodstobusinessproblems.
Tetlock,PhillipE.(2006)ExpertPoli3calJudgment:HowGoodIsIt?HowCanWeKnow?(Princeton,NJ:PrincetonUniversityPress)
Prac%cingtheNewMR:WhatResearchersNeedtoKnow–NewMRWebinarRegBaker,MRII/UniversityofGeorgia,2016
ThankYou!
[email protected]@thesurveygeekwww.mrii.org
Prac%cingtheNewMR:WhatResearchersNeedtoKnow–NewMRWebinarRegBaker,MRII/UniversityofGeorgia,2016
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