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: davidherron@nunwood.com