Future of Marketing Research Profession

Profissão Market Research,
Que Futuro?
Fundação Cidade de Lisboa
CSI Lisboa, 26 Maio 2011

marketing research
Also called market research

"Marketing research is the function that links the consumer, customer, and
public to the marketer through information - information used to identify and
define marketing opportunities and problems; generate, refine,
and evaluate marketing actions; monitor marketing performance;
and improve understanding of marketing as a process. Marketing
research specifies the information required to address these issues, designs
the methods for collecting information, manages and implements the data
collection process, analyzes, and communicates the findings and their
implications."

American Marketing Association (AMA) - Official Definition of Marketing Research

•Company data
•Retailer data
•Syndicated MK & Sales data
•Syndicated media data

•Tradional survey data
•Traditional qualitative
data

… 1990 1995 … … … …. 2011

•Custom survey (phone or in malls)
•Focus groups
•Individual in-depth interviews
•Syndicated survey research studies

Adapted from Micu, A.,Dedeker, K.,Lewis,I.,Moran,R.,Netzer,O.,Plummer,J. & Rubinson,J. (2011)
The Shape of Marketing Research in 2021,51(1),(213-221) Journal of Advertising Research

“… 49% of all research organisations
do not intend to hire in 2011…”
Source:2011 Annual Survey of Market Research Professionals

“… 37% of Market Research professionals
expect to search for a new job in 2011…”
Source:2011 Annual Survey of Market Research Professionals

“… 80% of research departments
are working with less budget than
two years ago…”
Source:IR

“… the global market for market
research declined 4,1% in
2009…”
Source:Esomar

•Company data
•Retailer data
•Syndicated MK & Sales data Unprompted consumer
•Syndicated media data feedback from:
Syndicated digital
data: •Listening- Search
analysis
•Website data •Ethnography-Virtual
•Mobile data shopping
•Social media data • Physiological-
•Tradional survey data Metaphor elicitation
•Traditional qualitative •Emotion mining
data
•Online survey data
•Online qualitative data

… 1990 1995 … … … …. 2011

•Online surveys
•Custom survey (phone or in malls) •Online access panels
•Focus groups •Custom online panels
•Individual in-depth interviews •Hosted online communities
•Syndicated survey research studies •Do-it-Yourself surveys
•Virtual shopping
•Online ethnography


•Marketing Agencies
•BI Technology
New •DIY
•Changing Skill sets Competitors
•Social Media

Human
Capital Client
Demands
•ROI
•Integration
•Implications
& Outcomes

Consumer
•Cheaper Economics
Engament •Engagement
•Faster •Socialization
•Better •Fun
•Rewards
Tecnology

•Social Media
•Mobile
•Converged Data

“An inflection point occurs where the old strategic
picture dissolves and gives way to the new”

Only the paranoid survive
- Andrew Grove ,1996

What will happen
structurally to
research
Will the focus on departments?
With so much
closeness to the
information
customer attract
available to drive
management
competitive
consultancies to
advantage, who in
substantially
the client company
increase their
will “own” this
presence in
capability and
marketing
resource?
research?

Will other
tecnologically
driven companies
build out their
marketing – Will client research
consulting departments take
capabilities and the lead and have
turn the river of a bigger role?
information into a
competitive
advantage for their
clients?

Will the market –
research industry Will a chief
be an attractive knowledge officer-
investment for perhaps recruited
Google? Or is from a
Google already a management
huge market- consultancy- take
research Will suppliers ownership?
company? develop complete
capabilities so that
client research
departments are
outsourced
entirely?


“… 95% of “standout” leaders of 1500
corporate and public-service leaders in 60
nations believe that getting closer to the
customer is a top busines strategic initiative
in the next 5 years …”
Source:IBM Study

Integration across the
Strategic Decision Making
Process

Data source & tools

• Data Mining
• Mobile Data
• User-generated Content & text mining
• Social Networks Listening
• Path Data (point of sales)
• Eye Tracking
• Web Browsing & Analytics
• The Internet of things
• Neuromarketing
• Brand Communities
• Online Crowdsourcing
• Field experimentation
• CRM (…)

Data types

• Transactional data
• Customer personal information
• Text
• Posts
• Videos
• Pictures
• Emotions
• Eye movement
• Facial Tracking
• Body & Brain responses
• ( …)

http://www.mckinsey.com/mgi/publications/big_data/pdfs/MGI_big_data_full_report.pdf

First search the
information you
have, then decide
whether a study
is needed.

“There is not too much information. You just
don’t know how to manage it.”
-Stowe Boyd

insight
Definitions (2)

1. Feedback; ideas about the true nature of something. In business, product
testing sessions are used to gather insight from people with different backgrounds, experiences and feelings,
with the intent of finding out how consumers may respond.

2. Knowledge in the form of perspective, understanding, or
deduction. Someone may come up with an insight after a long
period of thought, or suddenly out of thin air as in an epiphany or
sudden understanding. "Management had the insight to decrease its expenses amid falling
sales before a scheduled earnings release, so that the company would be viewed in a more favorable light."

http://www.businessdictionary.com/definition/insight.html

Data Sources

7 Tangrams Pieces

Do you see an old or a young lady?

Sky and Water M.C. Escher

Relativity M.C. Escher

Insight
Intelligence

Polymaths New
Careers

Management
Specialists
Consultants

Advanced
Analytics
Processing Visualization
Power
New
Skills
Need for
Creativity Storytelling
Synthesis

“The best way to predict your
future is to create it”
-Abraham Lincoln

Sandrina Vendeirinho
Avenida das Acácias Zona 5
Lote 3 – 5ºC
2675-221 Odivelas
Tlm: 917 500 0 81
Email: sandrina.vendeirinho@brainsatwork.pt
http://pt.linkedin.com/in/sandrinavendeirinho

Future of Marketing Research Profession

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