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Joel Rubinson, Chief Research Officer
The Advertising Research Foundation
E-mail: [email protected]
Twitter: @joelrubinson
Blog: blog.joelrubinson.net
Six must-haves for insights to create business value.
Research transformation: from point A to point B
» Inspiring better business futures, by enabling organizations to bring value to daily lives, through continuous learning, listening and translating people and markets
Marketing Research
Today
Marketing Research Tomorrow
• Visionary leadership• Courage to take a stand• Driving strategy• Demonstrated business impact
• Answers research questions with technical proficiency• Sometimes discretionary• Inconsistent impact on strategy
Research Transformation – April 22, 2010
Insights value creation
All layers are needed orthe “wedding cake” fallsapart and insights willNOT deliver value to theenterprise
Communication
Storytelling
Inspiring Better Business Futures
Craftsmanship
- Science -
Synthesis
Data Feeds
Taking a Stand
Bring humans to life
Putting humans at the center
Delight people by adding value to daily life
36 Must Haves – April, 26, 2010
Insights Value Creation Model
Ungrounded opinions rather than fact-based insights.
Without data you get…
Communication
Storytelling
Inspiring Better Business Futures
Craftsmanship
- Science -
Synthesis
Taking a Stand
46 Must Haves – April, 26, 2010
Without science you
get…
Insights Value Creation Model
Communication
Storytelling
Inspiring Better Business Futures
Synthesis
Data Feeds
Taking a Stand
Facts without framework; not insights.
56 Must Haves – April, 26, 2010
Without synthesis you
get…
Insights Value Creation Model
Communication
Storytelling
Inspiring Better Business Futures
Craftsmanship
- Science -
Data Feeds
Taking a Stand
No single “Aha moment” that changes strategy.
66 Must Haves – April, 26, 2010
Without storytelling you get…
Insights Value Creation ModelInspiring Better
Business Futures
Craftsmanship
- Science -
Synthesis
Data Feeds
Taking a Stand
No lasting impact on organizational thinking.
76 Must Haves – April, 26, 2010
Without taking a stand you
get…
Insights Value Creation Model
Communication
Storytelling
Inspiring Better Business Futures
Craftsmanship
- Science -
Synthesis
Data Feeds
A lack of courage & conviction needed to drive insights to action.
86 Must Haves – April, 26, 2010
Without inspiring better
business futures you
get…
Insights Value Creation Model
Communication
Storytelling
Craftsmanship
- Science -
Synthesis
Data Feeds
Taking a Stand
No business impact.
96 Must Haves – April, 26, 2010
The ARF Research Transformation Super-Council: Leaders
Co-Chairs:Donna Goldfarb (Unilever), Susan Wagner (Johnson & Johnson), Joel Rubinson (ARF)
106 Must Haves – April, 26, 2010
The following research and insights leaders have committed to leading the creation of the research transformation blueprint via the ARF:
