What is innovation in Market Research - with Lenny Murphy & Ray Poynter
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Lenny Murphy and Ray Poynter explore that innovation means in the context of market research in 2015.
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What is innovation in Market Research - with Lenny Murphy & Ray Poynter
- 1. 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 Associates Keen as MustardRay Poynter Lenny Murphy GreenBook & IIeX
- 2. 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
- 3. 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
- 4. What is MR Innovation? Lenny Murphy & Ray Poynter, June 2015 Context Method Platform Research Issue Ubiquity 0 2 4 6 8 10 12 14 16 18 0 50 100 150 200 250 300 350 400 Differentiators Awareness Key Market Differentiators are around a specific contextual framework such as behavioral, rational, culture, trends Companies that focus on specialization in specific The BIG global players, differentiated by their scale of 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 suppliers and can be used to help answer a variety of research issues across multiple verticals Innovation Segments In Market Research
- 5. What is MR Innovation? Lenny Murphy & Ray Poynter, June 2015 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, Communispace , 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 5
- 6. What is MR Innovation? Lenny Murphy & Ray Poynter, June 2015 6 GRIT Emerging Methods Data
- 7. 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
- 8. 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 soon What country are you based in? Total English Speaking Country English Not 1st Language APAC (9) 36 18 18 The Americas (5) 34 30 4 EMEA (16) 56 32 24 Total (30) 126 80 46 ESOMAR ratio $ 68 58
- 9. 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 soon What country are you based in? Total English Speaking Country English Not 1st Language APAC (9) 36 18 18 The Americas (5) 34 30 4 EMEA (16) 56 32 24 Total (30) 126 80 46 ESOMAR ratio $ 68 58
- 10. 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 soon What country are you based in? Total English Speaking Country English Not 1st Language APAC (9) 36 18 18 The Americas (5) 34 30 4 EMEA (16) 56 32 24 Total (30) 126 80 46 ESOMAR ratio $ 68 58
- 11. What is MR Innovation? Lenny Murphy & Ray Poynter, June 2015 USA and UK lead in Tech Innovation Mentions 0% 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?
- 12. What is MR Innovation? Lenny Murphy & Ray Poynter, June 2015 UK & USA Lead New Thinking Mentions 0% 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?
- 13. What is MR Innovation? Lenny Murphy & Ray Poynter, June 2015 USA and UK lead in ‘Best Research’ Mentions 0% 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?
- 14. 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
- 15. 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
- 16. What is MR Innovation? Lenny Murphy & Ray Poynter, June 2015 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. . 16
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- 21. What is MR Innovation? Lenny Murphy & Ray Poynter, June 2015
- 22. What is MR Innovation? Lenny Murphy & Ray Poynter, June 2015
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- 24. What is MR Innovation? Lenny Murphy & Ray Poynter, June 2015
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- 27. 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
- 28. What is MR Innovation? Lenny Murphy & Ray Poynter, June 2015 Thank You!
- 29. What is MR Innovation? Lenny Murphy & Ray Poynter, June 2015 Q & A Ray Poynter The Future Place Lenny Murphy GreenBook & IIeX #NewMR 2015 Corporate Sponsors #NewMR 2015 Supporters Schlesinger Associates Keen as Mustard
Notas do Editor
- 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.
- BIOMETRIC MEASUREMENT
- Personal sensors, EEG headsets, retinal scanners and other biometric devices are embedded in a variety of consumer devices, especially wearable's. And new “tricorder” like applications are entering the market that can perform many aspects of a basic health assessment via a few simple
- WEARABLE TECH
- 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.