Date post: | 15-Jul-2015 |
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Marketing |
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Market Research & Insight ConsultantsM Callum Laytonc
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Are we happy with the direc.on research is taking?
Market Research & Insight ConsultantsM Callum Laytonc
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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
Market Research & Insight ConsultantsM Callum Laytonc
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Market Research & Insight ConsultantsM Callum Laytonc
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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.
Market Research & Insight ConsultantsM Callum Laytonc
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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%
Market Research & Insight ConsultantsM Callum Laytonc
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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%
Market Research & Insight ConsultantsM Callum Laytonc
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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
Market Research & Insight ConsultantsM Callum Laytonc
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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)
Market Research & Insight ConsultantsM Callum Laytonc
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BIGGER (maybe bigger budgets, more data is a help)
BETTER? (I’m not so sure)
FASTER (Herein lies one of the problems)
Market Research & Insight ConsultantsM Callum Laytonc
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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
Market Research & Insight ConsultantsM Callum Laytonc
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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
Market Research & Insight ConsultantsM Callum Laytonc
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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
Market Research & Insight ConsultantsM Callum Laytonc
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Stakeholder Audit
These slides are copyright. If you would like the template please email duncanmccallum@mccallum-‐layton.co.uk
Market Research & Insight ConsultantsM Callum Laytonc
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Insight Ac.on Audit For AJAX LTD
These slides are copyright. If you would like the template please email duncanmccallum@mccallum-‐layton.co.uk
Market Research & Insight ConsultantsM Callum Laytonc
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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
Market Research & Insight ConsultantsM Callum Laytonc
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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
Market Research & Insight ConsultantsM Callum Laytonc
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