DUCKS + Design ThinkingEvolving market research thinking to enhance strategic impact

Jason DunstoneManaging DirectorSquare Holes

jason@squareholes.com

@jasondunstone

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HolisticSurvey skewMethodology

DIYSpecialistsResearchers

AgilityPlanningStrategy

Evolution is inevitable.

Market research…

Market research is an industry that is ever-evolving, yet debate surrounding the meaning of insight and how we can

have greater strategic impact are ongoing conversations.

Perhaps the answers lay in design thinking.

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Design Thinking!

Consumers Strategy

Technology

Where does insight come from?

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Research

Qualitative

Quantitative

Analytical Thinking

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Analytical Thinking

Strong evidence

Intuitive Thinking

Sense or feeling

Insight!

Re-designing the research process with

design thinking.

Define Research Ideation Prototype Learn

1 2 4 53

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How do we go from …this this?

Perceptions Problems Audience(s) Success

Realities and broader context

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Desk review

Influen-cers

Trends

Robust quant data

Deep qual data

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Key idea territories …

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Understand consumers

Rapid Prototyping

Solutions

Free-flowing ideas

Agile Refinement

Fit to objective etc

Divergent Thinking

Convergent Thinking

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Start-up workshop

Team 1 workshop

Team 2 workshop

Team 3 workshop

Team 4 workshop

10 key strategies

Easy

High Value

Distracting ideas Stupid ideas

Simple ideas (Agility)

Complex ideas (Planning)

No Value

Difficult

1. Fail fast - and move on

2. Learn quickly - and evolve

C

A+

C

D

C-

“Design thinking moves the market research industry’s innovation beyond how to better

collect consumer understanding or leveraging new models of strategic thinking towards a more integrated and holistic approach to

making the world better.”

DUCKS + Design Thinking.

Jason DunstoneManaging DirectorSquare Holes

jason@squareholes.com

@jasondunstone