1. Prepared by: Joel Rubinson, President Rubinson Partners, Inc. “Marketing and research consulting for a brave new world” E-mail: joelrubinson@gmail.com Slideshare.net/joelrubinson Oct 15, 2010 The Future of Consumer Insights

2. My role here today President of Rubinson Partners, Inc. Retained as ARF executive to continue to drive Research Transformation and Shopper Insights Former Chief Research Officer at the ARF 2

3. Research Transformation Journey New blueprint

4. On July 15th 2008, we began a journey 13 industry leaders spent a day at the ARF to discuss “listening” Advertisers: Procter, Unilever, General Mills Providers: Nielsen, TNS, Motivequest, Keller-Fay Media: ESPN, Razorfish, Digitas Within 45 minutes, the topic shifted: “Research has lost its ability to see the big picture; to hearthe unexpected” “Surveys are torture for respondents” “Research needs to inspire; storytelling is key” “Research used to be discrete events, now there’s a continuous Flow of insights that we can tap into” 4

5. Bell Curve of Product Research Spending 80% of Funding Reallocate $$$ $$$ Reallocate EVALUATION & TESTING CONSUMER FEEDBACK INNOVATION “Eighty percent of our funding goes into the evaluating and testing area in the middle of the curve and I know that at least 40% is wasted. I would like to see this money redistributed to the front end of the curve, in innovation, and at the end of the curve, responding to consumer feedback.” - Kim Dedeker, P & G

6. The current landscape 85% of research leaders indicated they are either “neutral” or “dissatisfied” with the impact of marketing research in their company. P1-Q5a. How satisfied are you with the impact of marketing research throughout your company? 1 to 5 rating scale (1=very dissatisfied)

8. Sales

9. Unit/Product Heads

10. Brand Managers

11. Channel Managers

12. Design & Development

13. CFO

14. Company President

15. Events Marketing

16. International Management

17. Marketing

18. OperationsP1-Q2a. Who are the most important champions of the marketing research department in your organization? P1-Q2b. Conversely, who are least inclined to use research even when they should? What do they do or who do they turn to instead?

19. Revisualizing research. A brand is a belief system, reinforced by a system of behaviors.

21. Courage to take a stand

22. Driving strategy

23. Demonstrated business impact

24. Answers research questions with technical proficiency

25. Sometimes discretionary

28. Role of emotion and low attention processing

29. Heuristics for simple decision-making

30. People as social creatures

31. Social media

32. Biometrics

34. Retail

35. Own instinctsPlanners, consultants

36. 13 Lose relevance, lose leadership

37. video 14

38. Research transformation leadership Susan Wagner VP Global Strategic Insights, Johnson & Johnson Group of Consumer Co Donna Goldfarb VP Consumer and Marketing Insights, Americas, Unilever

39. The ARF Research Transformation Super-Council: Leaders The following research and insights leaders have committed to leading the creation of the research transformation blueprint via the ARF: Co-Chairs: Donna Goldfarb (Unilever), Susan Wagner (Johnson & Johnson), Joel Rubinson (ARF) Decision-making processes/metrics: Gayle Fuguitt (General Mills) John Forsyth (McKinsey) Jim Thompson (IPSOS) Consumer-led strategies: Gloria Cox (The Cambridge Group) Jennifer Nelson (Johnson & Johnson) Todd Cunningham (MTV Networks) Walker Smith (The Futures Group) Engagement and talent: Amelia Strobel (Kraft) Ian Lewis (Cambiar) Kim Dedeker (Kantar) Richard Thorogood (Colgate-Palmolive) 16

40. Future Forecast: Trends That Will Impact Marketing 2020 Vision: Trends that will Impact Marketing Technology/digitalization Privacy Changing economic power balance (driven by ascent of China followed by India) More connected, more empowered consumers "Media makeover" - includes media brands becoming multimedia brands, 360 media planning & measurement, geosynchronous targeting Glocalization The challenges for developed markets Aging populations, Healthcare, Pensions, Government Budget Crises The multicultural world Sustainability

42. Mobile

43. Social

45. Reflecting changing societal values, lifestyle trends, and brand engagement

46. Mostly naturally occurring, on-going 24/7

47. Some tributaries are “man-made” and proprietary like a brand tracker

48. Start research with river rather than projects19

49. Changing Economic Power Balance Source: PriceWaterHouseCoopers January 2010 Forecast

52. Our mission “Inspiring better business futures by listening, learning, and translating humans and markets to bring them to life, in order to anticipate and give knowledge to the enterprise.” 23

53. Transforming your organization Learning organizations: Learning organizations always have their ear(s) to the ground. They are open minded, and their doors are open to new thinking, new trends, and new ideas. They intentionally seek out “newness” and find ways to democratize what is new, make it understood and acceptable, and make it available. The people they seek to connect with are their icons. People on their terms

54. 25

55. Marketing Research Creed Understand the business. Create value from insights by getting to the “now what” and be accountable for the business result Be a thought leader. You must shape thinking not just validate. Tell the marketing team something they didn’t know. Prove your point and show the way. You must be a courageous risk-taker. Bring the human into all marketing decision-making. Be the voice that connects the brand and consumer. Be charismatic. Infuse with theatre to be heard and to become unforgettable Be future focused. If you prove your foresight, research will be viewed as an investment rather than an expense which is critical. Stay grounded. Our professional standards, principles, and processes for generating grounded insights set us apart Become an agent of change. Embrace new marketing ideas, new research tools, and become an effective activist for cultural change in the organization. 26

57. Metrics of the transformed organization (end of year)

58. Insights framework (Nov)

59. C-suite interviews (Nov)

60. 2020 vision (big changes, digitalization, the river) (Dec)

61. Engagement and talent; buyer implications, supplier implications, talent implications (Dec)

62. Roadblocks and strategies for circumventing (Nov-Dec)

63. Reanalysis of Ogilvy winners

64. JAR article

65. Synthesis into white papers: first quarter 2011, timed for Rethink27