ARF Webinar: The Changing Face Of Research
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How is the research industry adapting to new tools, techniques, and players and what impact is that having on how we view ourselves? The results of the most recent GreenBook Research Industry Trends study will show how the industry is changing. Get a comprehensive overview of the changes in the marketplace, to arm you with information on what is happening and what it means for the industry as a whole in the future.
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ARF Webinar: The Changing Face Of Research
- 1. THE REVOLUTION IS HERE . . . WELL, SORT OF
- 2. CHANGE IN CONSUMERS’ BEHAVIOR IS CHANGING INSIGHTS ASK, LISTEN, OBSERVE THEN NOW LISTEN, OBSERVE, ASK 2
- 3. Almost 60% of Client Research VPs expect major transformation by 2020* 70% of whom expect this to be evident by 2015 *38% among total respondents (N=160) Source: Cambiar Future of Research Study, 2011
- 4. Industry TransitionFrom To Questioning Discussing Asking Observing Data (collection) Insight (analysis) Understanding Predicting “The Big Survey” “Data Streams” Rational Behavioral Geographically Fixed Mobile Quarterly Trackers Real-time Explore-Create-Test-Launch Co-create Siloed Converged
- 6. Social media has changed business in general and financial services in particular. Financial services used to react to projections based on data gathered weeks previously about recalled or projected behavior and stated opinion. New tools can provide relevant information in near-real time, and managers can react immediately. – Ravi Parmeswar, Citigroup Criticisms of new approaches on the grounds of representativeness and the absence of demographics miss the point. Some things they cannot deliver, but the things they can deliver are found in no other way and have their own unique and strong value proposition. – Marketing Researcher, Leading Technology Firm The challenge becomes getting the most relevant insight together. What is the issue and what information bits are critical to deciding this? Information is massive and at senior levels managers are overloaded with data. The art of insight management is to reduce it to the max. A thousand things you can know. Only a few things you need to know. – Senior Marketing Insights Manager, Microsoft We use social media analysis through data mining historic conversations as stimulus for questions and prompts in ideation sessions. – Suzana Pamplona, Johnson & Johnson Our vision is to build our brands through lifelong, one-to- one relationships in real time with every person in the world. - Marc Pritchard, CMO P&G The industry should get away from believing a method, particularly survey research, will be the solution to anything. We need to be methodology agnostic. - Joan Lewis, Officer CMK P&G If you don’t like change, you’ll like irrelevance a whole lot less. —Joe Tripodi, CMO
- 8. Insights from converged data analytics Identify opportunities for products, service enhancement & promotions Trial introductions of new products and service programs, and promotions tailored to customer segments or individuals Success and diagnostics for improvement from customer reactions & engagement metrics
- 10. Which of the following issues have prompted change in how you collect data in the last year SUMMARY sample size = 2229; 95% confidence level Source: GRIT Winter 2013
- 11. What steps is your organization taking to address these issues? Click all that apply SUMMARY sample size = 2188; total sample size = 2229; 41 missing Source: GRIT Winter 2013
- 12. Filter: 2013/14; Weight: Weight; base n = 2229; 50% filtered out Source: GRIT Winter 2013
- 13. 77% Tech/telco 72% FMCG Listening has led to major changes in innovation and tracking Emotion measurement is part of the standard toolkit Issues are addressed by mining knowledge vs. initiating MR project D-I-Y has replaced a lot of standardized outsourced research Neuroscience and biometrics are part of the standard toolkit Source: Cambiar Future of Research Study, 2011
- 16. A LOOK OVER THE HORIZON
- 23. “Things” connected to the internet
- 27. 27
- 33. 33
- 34. QUESTIONS? Leonard Murphy Senior Partner, Gen2 Advisors gen2advisors.com P: 770 985 4904 M: 678-232-7691 S: lennymurphyrhr T: @lennyism
Notas do Editor
- Effective and inexpensive virtual reality is now a physical reality. Using existing technology like Microsoft Kinect systems, gaming platforms, HD TVs, etc.. Many companies are exerimenting with how to apply VR to address many issues, including behavior change or therapeutic interventions in healthcare.
- 3D PRINTING
- Gamification, or serious games, are used for data collection, co-creation, collaboration, behavior modification, training, and of course good old simple fun. We have not developed game deployment platforms comparable to survey systems, but there are many standardized game design engines that could get there soon to make the development and deployment of games at scale a reality.