MARKET RESEARCH IN CONNECTIVITY ERA

1By Suzana Pamplona JOHNSON & JOHNSON Consumer - Strategic Insights Director

AGENDA

why I hate insights

knowledge and connectivity

market research in connectivity era

by Thinkmap Visual Thesaurus

by Gettyimages

Who identifies with him?

by Thinkmap Visual Thesaurus

by Thinkmap Visual Thesaurus

“Knowledge is a system of connections.

individual activity anymore.”

Learning is not an inner and

George Siemens

Knowledge is distributed.Knowledge is fluid.

NO LINE

NON LINEARORGANI

C

Chaos is a new realityfor knowledge workers. 

Source: IBM Global CMO StudyBase: 1,700 chief marketing officers from 64 countries

Biggest CMO headaches

Source: IBM Global CMO StudyBase: 1,700 chief marketing officers from 64 countries

MR for strategic decisions

WHAT IS, THEN, MARKET RESEARCH INCONNECTIVITY ERA?

CHANGE IS

Source: GRIT Report 2013

OUR SINGLECERTAINT

Y

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WHAT WE WANT TO BE

WHEN WE GROW UP?

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Arquivo pessoal

What you wanted to be

when you were a child?

Professors are not knowledge suppliers.They are curators and partners

in its development.

INSPIREGUIDETEACH

CHALLENGE

Curation, by Oxford, means:select, organize and present,

using professional or expert knowledge.

“There are no facts, only interpretations.”

FOR YOU

20

Guide throughmeaning creation

Source: GRIT Report 2013

by Thinkmap Visual Thesaurus

Source: GRIT Report 2013

Source: GRIT Report 2013

24Max Weber, German Sociologist 1864-1920

“To unite the chaos of realityinto understandable concepts.”

What really matters to connectthe dots in a connectivity era?

FROMInsights

Information

Linearity

Conformity

Presentation

Detachment

Descriptive

Factual

“Research shows”

Research suppliers

Knowledge management

TOKnowledge Curation

Meaning creation

Organic

Customization

Story telling

POV

Interpretative

Contextual

“Finally, I understood...”

Knowledgeable consultants

Knowledge nurture

RecontextConnect

inspire imagination

A perspectiveabout reality to

@Suzana_spamplo5@its.jnj.com