Date post: | 11-Apr-2017 |
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Data & Analytics |
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Transformationis not an optionStan SthanunathanVice President – Marketing Strategy & Insights
March 2010
80%of budget is spent on “Rear View” Research*
* Nielsen/Brand Tracking/Validation type researches
80%of the time is spent in report cards, debates on data quality and explaining the past
* Nielsen/Brand Tracking/Validation type researches
+
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)
No wonder
Business “as usual” is not an option
Our RoleProvide inspiration and provocation to drive transformational change
It starts with…Clearly defining the role of Research Agencies & Insights Departments
How can we transform together?
What is our mission?
Research Agencies: Enablet
oClients :needs of our customer and consumers in the most sustainable and profitable way
Anticipate and meet
How do we get there?
First… We need a change of mind-set
It is not about following the change as quickly as possible
It is about helping companies to shape the change
Providing Insights
Providing Inspiration
Providing Inspiration
Provoking Transformation
Quantifyingthe Expected
Listening for the Unexpected*
* Joel Rubinson, ARF
Focus on technical challenges & better mousetraps!
Focus on ROI, better execution & value creation
Leveraging “What We Know”
Seeking “What We Don’t Know” & “How to Know What We Don’t Know”
Second… We need to become more innovative in our approaches
We don’t know what we don’t know and… We don’t know how to know what we don’t knowFocus
GroupsSurvey
Research
ObserveListen
SynthesizeDeduce
iPhone/Blackberry ethnography application
Technology Enabled ObservationCapture Information Organize Insights Create Impact
— Web application for sharing, organizing, storing
— Increase productivity
— Enrich insights quality
— Transform to consumer-focused client culture
— Video, photo, audio & text
The web as insight providerWith content intelligence (via semantic indexing) we can harness online consumer conversations, delivering insights far beyond traditional “sentiment.”
Market sizingPreferenceAnalysis
Emotionality Demographicsegmentation
PopularOpinion
Netnography
FasterTypical market research techniques
may take weeks or months.
Less expensiveTypical market research techniques
are capital and labor intensive.
BetterBias exists in all market research techniques. Netnography is more
transparent. And due to its low cost, it’s a good tool for a “first look.”
Listen to consumers… creatively
Develop the product
Short-list the flavor
Design the label
Third… Information Insights Action Want it all…Right Here, Right now
Ads that “Talk” to you!Billboards: Content changes by day-part
Coke and Food
Note: Visuals are for illustration purpose only
Coke Digital Network
Slam Dunk
Fuel Up!
Nightlife
Family time
Ads that “Watch” you!—Face recognition to
estimate demographics—Serve right message
based on demo—What next?
Courtesy of CNN
Fourth… We need to keep business impact in focus
≈138Average IQ in this room?
If we can’t,who can?
Thank You