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AN INTRODUCTION TO MARKET RESEARCHUniversity of SussexWednesday 11th March 2015
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DAVID HERRON
DIRECTOR OF INSIGHT
INTRODUCTION
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DAVID HERRON
DIRECTOR OF INSIGHT
AGENDA
Market Research – What is it about?
Industry Structure & Nunwood
Career in MR
Applying Psychology to MR
MARKET RESEARCH?
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WHAT DOES IT ADD?
BRANDSBRITISH AIRWAYS
NPOWER
RBSPOSTOFFICE
Everything Everywhere
NATIONWIDECARPHONE
NokiaLLOYDS
CUSTOMERS?
MARKET RESEARCH DELIVERS CUSTOMER INSIGHTS
WAREHOUSE PAYPALMicrosoft
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WHERE DOES IT FIT IN?
CONCEPT TESTING
MARKETING & COMMS
CUSTOMER EXPERIENCE
BUSINESS PLANNING & STRATEGY
PRICING RESEARCH
ENABLE DECISION MAKING ACROSS THE ENTIRE MARKETING MIX
Target Market
Product
People
Process
PlacePrice
Promotion
Physical Presence
STAFF ENGAGEMENT
BRAND EQUITY RESEARCH
UTILISING RESEARCH TOOLS AND METHODOLOGIES
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HOW DOES IT WORK?
QUALITATIVE RESEARCH
Interviews
Group Discussions
+
QUANTITATIVE RESEARCH
Surveys & Statistical Analysis
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QUANTITATIVE RESEARCH - WHAT QUESTIONS DOES IT ANSWER?
QUESTIONS FOR QUANT
WHAT?
WHAT ARE THEYDOING?
HOW OFTEN ARE THEY DOING THAT?
WHAT IMPACT DOES IT HAVEON THEIR BEHAVIOUR?
WHAT DOES THE CLIENT NEED TO FOCUS ON……
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QUAL RESEARCH– WHAT QUESTIONS DOES IT ANSWER?
QUESTIONS FOR QUAL
WHY?
WHAT ARE THEY THINKING?
HOW ARE THEY FEELING?
WHATS CAUSING THEM TO THINK AND FEEL LIKE THAT?
WHAT DOES THE CUSTOMERWANT / NEED……
QUESTIONS FOR QUANT
WHAT?
WHAT ARE THEYDOING?
HOW OFTEN ARE THEY DOING THAT?
WHAT IMPACT DOES IT HAVEON THEIR BEHAVIOUR?
WHAT DOES THE CLIENT NEED TO FOCUS ON……
A BIT ABOUT THE INDUSTRY & NUNWOOD
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THE MARKET RESEARCH INDUSTRY
THE MARKET
Relatively small ‘Middle Class’ (10-20 Million £)
Thousands of small niche players (<5 Million £)
Few large players (Turnover* >100m £)
* Data for UK, from 2011
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THE MARKET RESEARCH INDUSTRY
THE MARKET INDUSTRY BODIES & INFO
Relatively small ‘Middle Class’ (10-20 Million £)
Thousands of small niche players (<5 Million £)
Few large players (Turnover* >100m £)
* Data for UK, from 2011
www.research-live.com
www.mrweb.com
www.mrs.org.uk
www.aqr.org.uk
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THE MARKET RESEARCH INDUSTRY
THE MARKET INDUSTRY BODY & INFO PROFESSIONAL DEVELOPMENT
Relatively small ‘Middle Class’ (10-20 Million £)
Thousands of small niche players (<5 Million £)
Few large players (Turnover* >100m £)
* Data for UK, from 2011
www.research-live.com
www.mrweb.com
www.mrs.org.uk
MRS Qualifications
Professional development framework
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NUNWOOD: Customer Experience Specialists
How we fit in:
End-to-end Customer Experience Management
Customer Excellence Centre Top 100
Driving Action, engagement & ROI
UKLeedsLondon
USNew York
AustraliaSydney
Working with world leading brands
UK FOCUS with GLOBAL REACH
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Full Service Experience Management
Define & implement CX
Strategy
Analytics, measurement & experience design
Connect everyone to
customer feedback & planning
Engage colleagues; make every
interaction brilliant
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The CEEC
Nunwood’s Excellence Centre is focused on researching, analysing and applying customer
experience best practice from around the world.
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The Six Pillars of Customer Excellence
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PROJECT CASE STUDIES – SOLVING CLIENT BRIEFS
• BA NOW USE THIS INFORMATION TO
MAKE DECISIONS E.G. ON WHAT PLANES TO EMPLOY ON VARIOUS
ROUTES. • CUSTOMERS NOW
HAVE A SAY AS WELL
THE OUTCOME
TO UNDERSTAND HOW CUSTOMERS PERCEIVE THE SERVICE ON THEIR
TRAVELS AND TO IDENTIFY HOW THIS
COULD BE IMPROVED
WHAT THEY WANTED
WHAT WE DID
SURVEY SENT TO BA CUSTOMERS SHORTLY
AFTER TRAVEL
RESULTS SENT TO BA DAILY THROUGH ONLINE
DASHBOARD
QUANTITATIVE RESEARCH
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PROJECT CASE STUDIES – SOLVING CLIENT BRIEFS
• SELECTED CONCEPTS• ‘MUST HAVE’ SCHEME
ATTRIBUTES• PREFERED CARD
DESIGNS • DEMAND FOR PRICE
COMPARISON AGAINST DISCOUNTERS
THE OUTCOME
TO UNDERSTAND THE CUSTOMER RESPONSE TO
A SERIES OF PROPOSITIONS FOR A NEW LOYALTY SCHEME
WHAT THEY WANTED
6 XWHAT WE DID
FOCUS GROUPS
QUALITATIVE RESEARCH
A CAREER IN MARKET RESEARCH
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WHAT MAKES A MARKET RESEARCHER?
TRAITS…
…BE NATURALLY INQUISITIVE INTO THE WHY
…PICK UP ON THINGS OTHER PEOPLE DON’T
…HAVE AN ANALYTICAL MIND
…BE A STORYTELLER
…BE ABLE TO PUT YOURSELF IN OTHER PEOPLES’ SHOES
BONUS SKILLS FOR STARTING OUT…
…HAVE APPLIED RESEARCH AT SOME POINT DURING YOUR DEGREE
…HAVE THE ABILITY TO ANALYSE INFORMATION AND PRODUCE INSIGHTS
…HAVE USED THESE INSIGHTS TO INFORM YOUR WORK
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WHAT SKILLS DO YOU NEED?
FOR QUALTITATIVE RESEARCH YOU NEED TO:
FOR QUANTITATIVE RESEARCH YOU NEED TO:
……HAVE A GENUINE INTEREST IN PEOPLE; THE 'WHYS' AND 'HOWS' OF WHAT MAKES THEM THINK AND BEHAVE IN THE WAY THEY DO...BE SOMEONE WHO IS WILLING TO LISTEN AND ALLOW SOMEONE ELSE TO DO THE TALKING…ENJOY AND FIND IT EASY MAKING CONVERSATION
…BE OPEN MINDED AND ABLE TO IGNORE YOUR OWN PRE-CONCEIVED IDEAS
…BE WILLING TO TRAVEL AND WORK BEYOND THE 9-5
……HAVE A GENUINE INTEREST IN BROADER TRENDS. ‘WHAT’ IS HAPPENING AND ‘WHAT’ CAN BE DONE TO CHANGE / IMPROVE……ENJOY ANALYSING DATA AND INFORMATION FROM DIFFERENT SOURCES. TO DISTIL THE ‘INSIGHT’ FROM THE ‘INTERESTING’……BE ABLE TO TRANSLATE A REAL WORLD PROBLEM INTO A RESEARCH PROJECT. AND THEN BACK
……BE FLEXIBLE AND A GOOD MULTI TASKER……NOT BE AFRAID TO ‘GET STUCK IN’ AND PROJECT MANAGE A LOT OF PEOPLE
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Qualitative Insight Manager CAREER PATH
BECAME ACONSULTANT
JOINED A SOCIAL &
ECONOMIC CONSULTANC
Y AS ARESEARCH CONSULTA
NT
GRADUATED WITH A BA HONS IN
PSYCOLOGY & SOCIOLOGY
+13 months
months+19
JOINED
AS ASENIOR INSIGHT
EXECUTIVE
BECAME ANINSIGHT
MANAGER
+19 months
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WHERE MIGHT YOU END UP?
AGENCY BASED
CLIENT BASED
LATERAL
Research / Account Director
Management
Open your own agency
Freelance
Research Manager
Head of Insight
Strategic Planning Role
Freelance
Move into Advertising / Media
Customer Experience Specialist
Big Data Consultant
Marketing Role – e.g. Category Management
APPLYING PSYCHOLOGY TO MARKET RESEARCH
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THE NUNWOOD SIX PILLARSSix things which drive customer experience satisfaction/ dissatisfaction across industries
PERSONALISATIONUsing individualised attention (i.e. tailoring the experience) to drive an emotional connection
TIME & EFFORTMinimising customer effort, valuing customers’ time & creating frictionless processes
RESOLUTIONTurning a poor experience into a great one
EXPECTATIONSManaging, meeting & exceeding customer expectations
INTEGRITYBeing trustworthy and engendering trust
EMPATHYAchieving and demonstrating an understanding of the individual customer’s circumstances
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NAME OF PILLAR
One sentence definition / description of the pillar
PILLAR DEFINITION
COMPONENTS
IN PRACTICE
VALUES
CONSEQUENCESPsycho-social and emotional
Functional
ATTRIBUTES
Abstract
Concrete
THE MEANS-END CHAIN FRAMEWORK A Psychological framework which allows us to understand what each pillar ‘looks like’ in practice
‘Human universals’ (innate needs)Individual’s valuesMedium and longer-term life goalsDesired end states/outcomes
CONCEPTUAL MODEL & ANALYSIS FRAMEWORK GROUNDED IN PSYCHOLOGY
LINKS WHAT THE CUSTOMER SEES & EXPERIENCES – I.E. PRODUCT & SERVICE ATTRIBUTES – TO IMPACTS IN TERMS OF: CONSEQUENCES
(CUSTOMER BENEFITS - FUNCTIONAL & PSYCHO-SOCIAL)
PRIMARY VALUES, EMOTIONS & NEEDS
PROVIDES CLEAR DIRECTION ON ORGANISATIONAL BEHAVIOURS WHICH CREATE AN EMOTIONAL CONNECTION & DELIVER SUPERIOR CUSTOMER EXPERIENCES
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• Self-esteem & ego
PERSONALISATION
I feel like a valued
customer
I don’t have to repeat myself
I don’t have to shop around
I get something back
I don’t waste my time
Recognise/remember me
Treat me as an individual
You only tell me about products & services which are
relevant to me
Tailor your offer
Value my custom
I have a dedicated
contact/team and a direct
number
You know about my products,
history & past interactions
with you
Friendly greeting; you
know my name
Rewards/ bonuses &
better deals (than new
customers)
I feel like a person, not a
numberWe have a positive relationship
I feel important and valued
Deliver a personalised
service
PILLAR EXAMPLE - PERSONALISATIONHow ‘personalisation’ is delivered in an ‘ideal’ world
VALUES
CONSEQUENCES
ATTRIBUTES
Psycho-social and emotional
Functional
Abstract
Concrete
PILLAR DEFINITION
COMPONENTS
IN PRACTICE
Using individualised attention (i.e. tailoring the
experience) to drive an emotional connection
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APPLYING THE MEANS-END CHAIN
WHAT WE DO
QUALITATIVE RESEARCH & ANALYSIS
QUANTITATIVE SURVEYS/ TRACKING STUDIES BUILD A CODE FRAME WITH CUSTOMER
LANGUAGE ASSOCIATED WITH RELEVANT ATTRIBUTES
LOOK AT CUSTOMER VERBATIM COMMENTS
CONDUCT CONTENT & SENTIMENT ANALYSIS
HOW THIS BENEFITS OUR CLIENTS UNDERSTANDING OF THE PILLARS/
PRINCIPLES FROM THEIR CUSTOMER’S PERSPECTIVE
IDENTIFIES TANGIBLE THINGS THEY CAN DO TO DELIVER EXCELLENT EXPERIENCES
TALK TO CUSTOMERS ABOUT ‘IDEAL’/ RECENT EXPERIENCES
USE QUALITATIVE QUESTIONING & ANALYSIS TECHNIQUES TO UNDERSTAND THE PILLARS IN SPECIFIC CONTEXTS
ALLOWS THEM TO MEASURE, TRACK & COMPARE THEIR CUSTOMER EXPERIENCE PERFORMANCE OVER TIME
DAVID HERRONDirector of InsightE: [email protected]