The Future of Market Research
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15-Sep-2014 -
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Transcript of The Future of Market Research
Operational Excellence
Customer Intimacy
Product Leadership
3 types of strategic focus (Tracey & Wiersema)
3 types of strategic focus (Tracey & Wiersema)
Operational Excellence
Customer Intimacy
Product Leadership
Provide customers with good, standard products
at low cost
Provide customers with high quality innovative
products
Provide customers with personalized products
that exceed expectations
3 types of strategic focus (Tracey & Wiersema)
Operational Excellence
Customer Intimacy
Product Leadership
Provide customers with good, standard products
at low cost
Provide customers with high quality innovative
products
Provide customers with personalized products
that exceed expectations
Consumers are at the heart of our organisations
Customers…Who are they?
Let’s look at our customers…
?
?
?
?4 things to remember about the new customer
Consumers create content themselves…
57% A person from your contact
list
14% A company
Everyone is a critic/reviewer and the outcome may leverage your brand…
... or damage your brand
?
?
?
Perfect information Consumer-generated Trustworthy Lightning fast Fuelled by social media
?
?
?
empowered
Cultures were never so close
Stimulation junkies. On the go, but 100% connected.
Segmentation? Maybe contextually. Maybe.
? ?
empowered
Globally in touch Hyperfast learning Raising bar of expectations Segmentation = difficult
cosmopolitanempowered
? ?
What’s YOUR perfect restaurant experience
like?
83%
Different Country, Different Story
Higher purchase intention for products co-created by peers. (van Dijk, 2012)
cosmopolitanempowered
? Sharing feedback Walking in our shoes Concrete business outcomes
smart co-creator
cosmopolitanempowered
?
The paradox of choice.
smart co-creator
cosmopolitanempowered
Rational overload Emotional heuristics Herd behaviour Emotional sharing
smart co-creator
cosmopolitanempowered
emotional
?
?
?
?4 things to remember about the new customer
smart co-creator
cosmopolitanempowered
emotional
It’s the media, stupid!
What’s the impacton companies?
We need to make consumers an integral part of everything we do.
Mariken Kimmels / H.J. Heinz
What’s the impact on research?
The battle of the screens
Playing insteadof paying forattention
Filling our Blind Spots
Survey research in the age of engagement?
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When hovering over with mouse
Participant can unlock the first module “profile”
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AFTER THE FILLING OUT THE MAIN SURVEY, TOPIC ENGAGED PARTICIPANTS
CAN OPT-IN FOR THIS NEXT PART WITH ADDITIONAL INCENTIVATION.
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THE
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THE
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THE
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REVI
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THE
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THE
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THE
IDEA
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Meet eBay
Meet Katia
THE
IDEA
TIO
N T
OO
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Delivery system
Customer service
Mobile shopping
Do you have any idea on how Ebay can optimize and improve the current delivery system? What are you expectations? Where does it currently go wrong? What improvements are needed?
Do you have any idea on how Ebay can optimize and improve the customer service policies? What are you expectations? Where does it currently go wrong?
Do you have any idea on how Ebay can optimize and improve the mobile shopping experience? What are you expectations? Where does it currently go wrong?
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THE
LOU
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Meet eBay
Meet Katia
THE
LOU
NG
E
Topic title
Topic title
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Topic title
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Topic title
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THE
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THE
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BEH
IND
TH
E SC
ENES
What about mobileMarket research?
?
??
?
Mobile Research
Space
Exploring
Recruitment
Mobile = online + offline research
Opportunity
Should we worry?
Socio demographics Technological advancedEngagement
?
?
?
1/Recruitment
Profile?
Impact?
Satisfaction?
Time to reach 400 participants?
4 hours 4 days 4 weeks@McDonaldSimon@Anoukw1
Get access to real behaviour!
New information
2/ Marketing
?
?
?
1/Recruitment
How about mobile & MROCs?
15 inch
4,3 x less engagement?
3,5 inch
Does mobile make community members
less engaged?
Yes No
Using the mobile app really helps me staying in touch more with the community
“ “more
Does mobile make community members
less engaged?
15 inch
Mobile leads to less rich data?
3,5 inch
Yes NoNo
Members don’t post more, but…
…more contextual & personal stuff
More engagement
Richer contributions
Going beyond the method
2/ Marketing
?
?
1/Recruitment
3/ Communities
And... in all phases of the research!
2/ Marketing
?1/Recruitment
3/ Communities 4/ Reporting
The rising star in qualitative research?
‘Online Communities’ become more and more a true ‘Fusion Research’ tool that allows for
‘triangulation’ on different levels. Leading to more valid research results, fresh inspiration and a
deeper understanding of the issue researched. Frédéric Gennart / Inter IKEA Systems
@tomderuyck
Central Research Nerve System
What could be the result?
IKEA CASE:Fusion with Implicit Measurement
An icon of a global brand
360°evaluation
Before: focus groups
From good to great
Focus groups were only giving a snapshot of reality
Limited time spent with consumers and a limited portfolio of research techniques possible
Largely determined by the quality and experience of the moderator
Internal stakeholders do not follow sessions that often
After: Research Communities
Triangulation
Data
Method Environmental
Theory
Investigator
Doing things
faster and more
cost-efficient
Gaining a higher quality of data &
deeper insights
Doing things that
were just not possible before
Evaluation of a method
5 countries (USA, China, Poland, Italy & Germany)
#1Reason to participate
#2Conversation guide
#3Role of the moderator
#4Gamification
Different country, different story
Expectations towards the
brand & the
Catalogue?
First impressions& second thoughts?
Conversion
and impact on
the brand?
Evaluation of the 2013 Catalogue
Phase 1
Who is the reader?
Results
Right direction
Improvements to the Catalogue
Revision of the mobileapplication
Phase 2
Reactivation of the communities to test
cover ideas for the 2014 Catalogue
Participants >
Consumer Consultants
Emotional/
implicit
measurement
Battle of
the covers
Results
Feedback for creatives
Clear direction
What could be the result?
YELO CASE:Fusion with Social Media Research
Leveraging research results to the max!
Diffusing research results should be like getting those small Magic Boxes from McDonald’s:
blending results, stories and quotes
Carole Lamarque / Linkman
Conversations from external stakeholders
Con
vers
atio
ns f
rom
in
tern
al s
take
hold
ers
Proudcompany
Conversationcompany
Boringcompany
Adoredcompany
Communication is key!
Total consumer immersion
Internal
Internal
Internal
Internal
Internal
External
What about the future of market research?
Smart Cookies
academic backbonesector expertise
marketing consulting
innovative methodschange agent
engagement & activation
Creative
Solid
We are never done
linkedin.com/in/tomderuyck
[email protected] @tomderuyck
www.insites-consulting.com
Ready for a bright future?
Head of Research Communities
