What is innovation in Market Research - with Lenny Murphy & Ray Poynter
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Transcript of What is innovation in Market Research - with Lenny Murphy & Ray Poynter
What is MR Innovation?Lenny Murphy & Ray Poynter, June 2015
What is MR Innovation?
With Lenny Murphy& Ray Poynter
5 June 2015
#NewMR 2015 Corporate Sponsors
#NewMR 2015 Supporters
Schlesinger AssociatesKeen as MustardRay Poynter
Lenny MurphyGreenBook
& IIeX
What is MR Innovation?Lenny Murphy & Ray Poynter, June 2015
Agenda
An Overview – Lenny Murphy
Countries and Perceptions – Ray Poynter
The Future – Lenny Murphy
Q & A
What is MR Innovation?Lenny Murphy & Ray Poynter, June 2015
The Dynamics Of Innovation
Price & Speed• Technology• Business Model• New Thinking
Impact• Service• Business Need• Value Creation
What is MR Innovation?Lenny Murphy & Ray Poynter, June 2015
100 150 200 250 300 3500
2
4
6
8
10
12
14
16
Context
Method
Platform
Research Issue
Ubiquity
Awareness
Diff
eren
tiato
rs
Key Market Differentiators are around a specific contextual framework such as behavioral, rational, culture, trends
Companies that focus on spe-cialization in specific research issues or verticals (ideation, NPD, testing, etc..)
The BIG global players, differ-entiated by their scale of ser-vices and reach
Players that are focused on specific methods such as online qual, micro surveys, analytics, communities, etc…
Tech driven platforms that sell to both clients and sup-pliers and can be used to help answer a variety of re-search issues across multiple verticals
Innovation Segments In Market Research
What is MR Innovation?Lenny Murphy & Ray Poynter, June 2015 5
Incremental Innovation In Qual/Quant Tech
Qualitative
Brick & Mortar Facilities
Still the dominant method in
Qual
Schlesinger, Fieldwork,
20/20, L&E are still major
market players.
Online Qual Platforms
Effectively Virtual
Meeting systems with
additional tools added in, they have yet to usurp Face-
to-Face
Civicom, iTracks, 20/20
and a plethora of others.
MROCs/Social Platforms
The merger of social networks & panels with qualitative research:
always on, iterative, flexible.
Service driven: Vision Critical, Communispac
e, Insites
Watch for G+, Facebook, LinkedIn to
create variants
Integrated Platforms
Quant & Qual combos.
Surveys, focus groups, MROCs
and more all linked to
create an end-to-end
research solution
Toluna, FocusVision,
Qualtrics,, Vision Critical
Quantitative
Data Collection Platforms
Enable users to develop their own standard surveys and store data. Integration
with related partners via
API
SurveyMonkey, Confirmit,
Kinesis, SurveyGizmo, FocusVision
Integrated Platforms
Sample Plus Data
Collection. Pre-packed
templates for specific
research issues
Toluna, Instant.ly, GCS, Research Now,
Macromill, VisionCritical
IP Enablers
Benefits of Integrated
Platforms plus offer a mix of Pre-packaged
and Customized IP Development
ZappiStore, Qualtrics
Market Place Platforms
Next evolution of the previous 3 phases combined but wrapped around a Market Place model. Agnostic as to who plays, just wants to be where everyone
plays
Pureprofile, Cool Tool
Watch for Salesforce, Facebook, Alibaba, Amazon
Big Enterprise Tech
Infrastructure Integration
Any of the previous groups are
integrated with large enterprise IT platforms, especially
productivity and BI cloud systems
Microsoft, SAP, Cisco, IBM, Google
What is MR Innovation?Lenny Murphy & Ray Poynter, June 2015 7
The dichotomy of technology/process driven challenges vs. embracing new methods and analysis to empower insights as an opportunity is clearly a gap that successful companies will need to bridge.
Challenges & Opportunities
What is MR Innovation?Lenny Murphy & Ray Poynter, June 2015
Countries and Innovation• Small study in May (N=126)
• Vaguely representative of the #NewMR community
• Raises questions
• Report soonWhat country are you based in? Total
English Speaking Country
English Not 1st
LanguageAPAC (9) 36 18 18The Americas (5) 34 30 4EMEA (16) 56 32 24Total (30) 126 80 46ESOMAR ratio $ 68 58
What is MR Innovation?Lenny Murphy & Ray Poynter, June 2015
Countries and Innovation• Small study in May (N=126)
• Vaguely representative of the #NewMR community
• Raises questions
• Report soonWhat country are you based in? Total
English Speaking Country
English Not 1st
LanguageAPAC (9) 36 18 18The Americas (5) 34 30 4EMEA (16) 56 32 24Total (30) 126 80 46ESOMAR ratio $ 68 58
What is MR Innovation?Lenny Murphy & Ray Poynter, June 2015
Countries and Innovation• Small study in May (N=126)
• Vaguely representative of the #NewMR community
• Raises questions
• Report soonWhat country are you based in? Total
English Speaking Country
English Not 1st
LanguageAPAC (9) 36 18 18The Americas (5) 34 30 4EMEA (16) 56 32 24Total (30) 126 80 46ESOMAR ratio $ 68 58
What is MR Innovation?Lenny Murphy & Ray Poynter, June 2015
USA and UK lead in Tech Innovation Mentions
USA UK
German
yOth
er
Canad
a
Australi
aJap
an
France
ChinaBraz
ilIta
ly0%
10%20%30%40%50%60%70%80%
Total (n=126) Not English (n=46)
Which of these countries tend to produce the best research technology innovations?
What is MR Innovation?Lenny Murphy & Ray Poynter, June 2015
UK & USA Lead New Thinking Mentions
UKUSA
Australi
a
German
yOth
er
Canad
a
France
Japan
ChinaIta
lyBraz
il0%
10%20%30%40%50%60%70%80%
Total (n=126) Not English (n=46)
Which of these countries tend to produce the best new research thinking?
What is MR Innovation?Lenny Murphy & Ray Poynter, June 2015
USA and UK lead in ‘Best Research’ Mentions
UKUSA
German
y
Australi
aOth
er
Canad
a
France
Japan
Brazil
ChinaIta
ly0%
10%20%30%40%50%60%70%
Total (n=126) Not English (n=46)
Which of these countries tend to produce the best market research, i.e. combining quality and usefulness?
What is MR Innovation?Lenny Murphy & Ray Poynter, June 2015
Lots of ‘Others’ were mentioned
Especially– Netherlands and Belgium– Scandinavia, e.g. Sweden, Norway, Denmark
Some noted:– It is about people/companies, not countries– Large companies are international, not from
specific countries
What is MR Innovation?Lenny Murphy & Ray Poynter, June 2015
So What?
• Let’s test the findings with a more representative and larger sample
• Refining the questions
• Not limiting it to the top 10 countries
• USA/UK strength in producing papers, journals, magazines, events etc seems to be associated with perceived quality in research
• This creates a challenge for other countries/regions
• If the findings are repeated in a better study
What is MR Innovation?Lenny Murphy & Ray Poynter, June 2015 16
BIG DATA: Now
AUTOMATION & AI : Next 18 months
NONCONSCIOUS MEASUREMENT: 18-24 Months
INTERNET OF THINGS : 24 months - 36 months
VIRTUAL & AUGMENTED REALITY: 36 – 48 months
Big Movers Coming Up
The next 48 months will see massive adoption of new data sources and methods to deliver faster, cheaper, and BETTER holistic insights into consumers attitudes and behaviors. Technology will drive this growth.
Investment in these technologies will be important to stay ahead of the curve and competitive with new entrants into the space. .
What is MR Innovation?Lenny Murphy & Ray Poynter, June 2015
Science Fiction Or Science Fact? IIeX Companies • Big Data
– Decooda
– John’s Hopkins University
– In4Mation Insights
– AbsoluteData
• AI/Automation– Zappistore
– KnowledgeHound
– AnswerRocket
• Gamification– Data Ga.me
– Upfront Analytics
– eCLabs
• Analytics & Visualization– Infotools
– Juice Analytics
– GoAnimate
– Dapresy
– Affinio
• Mobile Analytics– Squawk
– Fetch Rewards
– Glimpzit
– Ditto
– RealityMine
• Biometrics & Neuroscience– BitBrain
Technology
– NeuroLaunch
– Sentient Decision Science
– EyeSee
• Internet of Things– Predikto
– Vehcon
– Verizon Telematics
• Virtual Reality– LRW
– 20/20
– Merlin
– Pointivo
• 3D Printing– Insights Meta