Are we happy with the route research is taking?
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Presented at Marketing Leaders Masterclass #MLleeds Market research has undergone dramatic change in the last ten years; more than in the last 50 – but has it changed for the better? In this session, Duncan takes a closer look at how some of these changes are preventing consumer insight from reaching its full potential and what can be done about it
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Are we happy with the route research is taking?
- 1. Market Research & Insight Consultants M Callum Laytonc • -‐-‐-‐-‐ • -‐-‐-‐-‐ • -‐-‐-‐-‐ < Previous Next > Are we happy with the direc.on research is taking?
- 2. Market Research & Insight Consultants M Callum Laytonc • -‐-‐-‐-‐ • -‐-‐-‐-‐ • -‐-‐-‐-‐ < Previous Next > 2 My, how you’ve changed! • Online panels • Internet • Social media: TwiCer, Snapchat, Facebook, LinkedIn, Google • Data overload • Procurement • Data silos • Behavioural economics • MRI scans • Survey monkey • Gamifica.on
- 3. Market Research & Insight Consultants M Callum Laytonc • -‐-‐-‐-‐ • -‐-‐-‐-‐ • -‐-‐-‐-‐ < Previous Next > 3
- 4. Market Research & Insight Consultants M Callum Laytonc • -‐-‐-‐-‐ • -‐-‐-‐-‐ • -‐-‐-‐-‐ < Previous Next > 4 UK Grocery Market Share 2008 Compared to 2015 0 5 10 15 20 25 30 35 40 Other Iceland Lidl Aldi Waitrose Morrisons Sainsbury Asda Tesco 8.7 1.7 2.4 3 3.8 11.1 15.8 17 36.1 12 2.2 3.5 5 5.2 11 16.8 17 28.0 12 w/e March 1st 2015 2008 Source: Kantar Worldpanel and Kantar Worldwide.
- 5. Market Research & Insight Consultants M Callum Laytonc • -‐-‐-‐-‐ • -‐-‐-‐-‐ • -‐-‐-‐-‐ < Previous Next > 5 Reduced Your Spending On Anything In Last 6 Months? McCallum Layton survey 2008 30+ years old 18-‐29 years old 30% food & drink 52% 43% going out/socialising/ea.ng out 29% 34% clothes 22% 15% travelling by car 25% 10% household energy 24% 6% holidays 14% 48% YES 58%
- 6. Market Research & Insight Consultants M Callum Laytonc • -‐-‐-‐-‐ • -‐-‐-‐-‐ • -‐-‐-‐-‐ < Previous Next > 6 Long Or Short-‐Term Changes To Spending? McCallum Layton survey 2008 30+ years old 18-‐29 years old 41% Long term changes to spending. I will con.nue with them acer situa.on improves 43% 44% 57% Short term changes to spending. I will revert to how I used to spend when situa.on improves 52% 48%
- 7. Market Research & Insight Consultants M Callum Laytonc • -‐-‐-‐-‐ • -‐-‐-‐-‐ • -‐-‐-‐-‐ < Previous Next > 7 Long-‐Term Behaviour McCallum Layton Annual Money MaCers Survey: See our website 2011 2012 2013 2014 2015 48% 51% 77% 67% 67% Watching what I spend has become a way of life, I’ll con.nue when my finances get easier
- 8. Market Research & Insight Consultants M Callum Laytonc • -‐-‐-‐-‐ • -‐-‐-‐-‐ • -‐-‐-‐-‐ < Previous Next > 8 Not Just Grocery • Alliance & Leicester, Bradford & Bingley and Dunfermline building society were taken over • Royal Bank of Scotland and Lloyds Banking Group are now under state control. • Woolworths, MFI, Land of Leather, Comet, Jessops, HMV, Blockbuster, Dolcis, Peacock Fashion, Game Group and Borders all went • Habitat closed 30 out of 33 stores • JJB Stores collapsed in Sept 2012 (400 down to 20 stores) • Bri.sh Airways was in financial trouble (£401m loss) • Corus Steel laid off 4,500 workers • Jaguar Land Rover laid off staff/short-‐.me working Between 2008 – 2010 170,00 small businesses went bankrupt Between 2008 – 2013 UK retailers suffered an es.mated £23bn in lost sales (source Conlumino)
- 9. Market Research & Insight Consultants M Callum Laytonc • -‐-‐-‐-‐ • -‐-‐-‐-‐ • -‐-‐-‐-‐ < Previous Next > 9 BIGGER (maybe bigger budgets, more data is a help) BETTER? (I’m not so sure) FASTER (Herein lies one of the problems)
- 10. Market Research & Insight Consultants M Callum Laytonc • -‐-‐-‐-‐ • -‐-‐-‐-‐ • -‐-‐-‐-‐ < Previous Next > 10 Faster, Faster Speed • We are the…. • instant gra.fica.on society • soundbite society • online society • in a hurry society • Today’s market researchers are under great pressure to produce fast ac.onable results on which to base informed decisions
- 11. Market Research & Insight Consultants M Callum Laytonc • -‐-‐-‐-‐ • -‐-‐-‐-‐ • -‐-‐-‐-‐ < Previous Next > 11 Other Factors Are Also At Play • Many companies run by accountants focusing on figures at the expense of qualita.ve understanding • The rise of procurement • Purchasing on cost not quality • many without any research understanding • DIY research plaporms • More quant research and anecdotal evidence that qual is out of fashion
- 12. Market Research & Insight Consultants M Callum Laytonc • -‐-‐-‐-‐ • -‐-‐-‐-‐ • -‐-‐-‐-‐ < Previous Next > 12 What Should We Do About It? • Prior to the research, undertake a stakeholder audit • At project design stage leave .me to examine the qualita.ve aspects behind the numbers • Step back a bit and take .me to examine the findings • Compile and insight ac.on audit (IAA) • Make .me for a post-‐results workshop using the IAA • Disseminate the results to all research stakeholders in an engaging and interes.ng way
- 13. Market Research & Insight Consultants M Callum Laytonc • -‐-‐-‐-‐ • -‐-‐-‐-‐ • -‐-‐-‐-‐ < Previous Next > 13 Stakeholder Audit These slides are copyright. If you would like the template please email duncanmccallum@mccallum-‐layton.co.uk
- 14. Market Research & Insight Consultants M Callum Laytonc • -‐-‐-‐-‐ • -‐-‐-‐-‐ • -‐-‐-‐-‐ < Previous Next > 14 Insight Ac.on Audit For AJAX LTD These slides are copyright. If you would like the template please email duncanmccallum@mccallum-‐layton.co.uk
- 15. Market Research & Insight Consultants M Callum Laytonc • -‐-‐-‐-‐ • -‐-‐-‐-‐ • -‐-‐-‐-‐ < Previous Next > 15 MLTV: Communicate In An Engaging Way • Brings your insight to life • Exci.ng and impacpul • Easy to use • Can incorporate a variety of media • Presenter explains the informa.on • Can be accessed on the move on some smartphones • Secure password protected access
- 16. Market Research & Insight Consultants M Callum Laytonc • -‐-‐-‐-‐ • -‐-‐-‐-‐ • -‐-‐-‐-‐ < Previous Next > 16 To Summarise • 2008 saw the start if the UK’s worst recession since the 1930’s • In 2008 there were already strong pointers to the likely long-‐term effects • Researchers had more tools available than before – yet many companies didn’t realise what was happening • The dash for faster and faster results, more quant than qual missed the bigger picture • Where possible we need to slow down and get back to the basics of good research – take .me to properly dissect the results and their likely effect • Make sure the results reach the parts of the company that can act on them • Communicate the results in an interes.ng and engaging way
- 17. Market Research & Insight Consultants M Callum Laytonc • -‐-‐-‐-‐ • -‐-‐-‐-‐ • -‐-‐-‐-‐ < Previous Next > 17 Speedy Sam the Surgeon ² Knee Replacement ² Appendectomy ² Amputation ² Heart Bypass ² Setting Broken Bone 30 mins 45 mins 2 mins 50 mins 40 secs **Special Offer** Surgery monkey: DIY Hip Replacement Kit
- 18. Market Research & Insight Consultants M Callum Laytonc • -‐-‐-‐-‐ • -‐-‐-‐-‐ • -‐-‐-‐-‐ < Previous Next > Thank You