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Fresher insights, Better Marketing.
The Paradox of Success
Swedish Research ConferenceMarch 2009
London Brighton Rotterdam Lausanne Hamburg New York Los Angeles Melbourne
A Leading International Online research agency
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2…you need failure
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3…Model 5,127
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4…dangerous for careers
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5…the double-bind for market research
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6…in Praise of Failure & Imagination
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7Darwin’s Algorithm of Inventiveness
GenerateTest
GenerateTest
GenerateTest
GenerateTest
GenerateTest
Test
Generate
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8Natural Beauty…
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9Natural Reality
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10The Wizard of Menlo Park
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111.) Align Passions With Goals
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122.) Cultivate Charismatic Optimism
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133.) Seek Knowledge Relentlessly
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144.) Experiment Persistently
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155.) Pursue Rigorous Objectivity
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16
gum
Vulcanised Rubber - 1843
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17French Fries - 1853
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18Penicillin - 1928
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19Post-It Notes - 1974
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20AlcoPops - 1980
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21
Pierre Femat Blaise Pascal Frederic Gauss Francis Galton
Karl Pearson William Gosset Ronald Fisher Charles Spearman Eskin
Mann-Whitney Dr George Gallup Daniel McFadden Gabor-Granger Gordon Brown
MR’s Early Pioneers
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22
Research is too often dead-on-arrival for senior management and makes little or no impact on the business Geert Van Kuyck Philips, Chief Marketing Officer
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23
Without transforming our capabilities into approaches more in touch with consumers, market research as we know it will be on life support by 2012 Kim Dedeker P&G, VP-external capability leadership, global consumer & market knowledge
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24
Agencies tell us they want long-term relationships & to provide valuable interpretation but sadly, they just do not deliver to the standards we need. Michael Harvey Diageo, Global Consumer Planning & Research Director
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25
We’re drowning in data yet starving for knowledge & looking for wider deeper insights, a more holistic approach & researchers to become a partner in that. Denyse Drummond-Dunn Nestle, VP Consumer Excellence
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261.) Innate Conservatism
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272.) Fear
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283.) Focus on Acquisition
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29In the Words of Peter Drucker…
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30BrainJuicer Labs
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31BrainJuicer Labs…
Juicy Brains Innovation Community
FamCam™
Mood Metrics
Mobile Moments of Truth
Award Winner
2005
2005
Award Winner
2007
2005
Predictive Markets FaceTrace™
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32The New Pioneers of Market Research
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33
If it’s worth doing…
…it’s worth doing badly!
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34
If you’re going through hell…
…keep going!
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35
Energy & persistence…
…conquers all things
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36
If everyone says you are wrong, you're one step ahead.
If everyone laughs at you, you're two steps ahead…
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37Try, Try & Try Again!