ipsos smx paving the way to agile insights through consumer … · 2017-11-11 · charting and...
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© 2017 Ipsos 1
Paving the Way to Agile Insights Through Consumer Led ResearchNOVEMBER 8, 2017
IPSOS SMX
All rights reserved. Contains Ipsos' Confidential and Proprietary information and may not be disclosed or reproduced without the prior written consent of Ipsos.
© 2017 Ipsos 2
Thanks for Joining Today
Christie Moorman
Chad Nielson
DirectorIpsos SMX NA
Senior Vice PresidentIpsos SMX NA
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Defining Agility in Market ResearchAdoption of AutomationMARKET RESEARCH TODAY
Greenbook Industry Trends Report, Q1-Q2 2017
57%
57%
53%
42%
45%
53%
51%
53%
59%
34%
0% 10% 20% 30% 40% 50% 60% 70%
Analysis of Survey Data
Charting and Infographics
Analysis of Text Data
Analysis of Social Media
Sampling
Suppliers
Buyers
Top 2 Box, In Use/Under Consideration
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Defining Agility in Market ResearchDIY Continues to Gain TractionMARKET RESEARCH TODAY
COMMUNITY AND PANEL SOFTWARE DIY AND MOBILE SURVEYS SEARCH AND SOCIAL MONITORING
QUALITATIVE | QUANTITATIVE | SOCIAL | OBSERVATIONAL | BEHAVIORAL
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“AGILE”BUZZ WORD OF THE YEAR?
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Multidimensional Learning
INTEGRATEDTOOLS AND METHODS
ADVANCEDANALYTICS
Application of various research methods, frameworks and analytics
Integration of qualitative and quantitative
Pushing the limits of qualitative learning in a big data world
Application of machine learning and text/image/video analytics
Linking social and behavioral data
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Defining Agility in Market ResearchRAPID RESEARCH AGILE RESEARCH
QUICK
POINT IN TIME
ONE WAYCONVERSATION
EXTRINSICMOTIVATION
OVERNIGHTREAD
SINGULARTOOLS OR METHODS
FLEXIBLE
ITERATIVE
TWO WAYDIALOGUE
INTRINSICMOTIVATION
AUTHENTICFEEDBACK
MULTIFACETEDTOOLS OR METHODS
The Fundamentals
TRANSACTIONAL CONSUMER LED
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ENABLING AND LISTENING TO TWO-WAY DIALOGUE
UNDERSTANDING TODAY’S SOCIAL DYNAMIC
EXPRESSING DISCUSSING CREATING ADVOCACY
ENTERTAININGCONNECTINGDISCOVERINGSHARING
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CREATING INTRINSIC MOTIVATION
COMMUNITY ENGAGEMENT
TRUST
AUTHENTICITY
Product Testing Hard to Reach TargetsObservational LearningCo-CreationFoundational
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TAPPING INTO MULTIFACETED UNDERSTANDING
SOCIAL
SEARCH
BEHAVIORAL
Path to Purchase CommunicationsMarket LandscapeTrendsMotivations
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CASE STUDIESMARKET LANDSCAPE * PRODUCT INNOVATION * CONSUMER UNDERSTANDING
© 2017 Ipsos 12
CASE STUDYAgile Trends Exploration MARKET LANDSCAPE
Get ahead of emerging trends in order to anticipate new business opportunities.
WHAT WE WERE UP AGAINST
A SATURATED MARKET
?
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DRILL DOWNAND VALIDATE
IDENTIFY PRIMARYAND DYNAMIC TRENDS
DETERMINE SALIENT TOPICS
AGILE TRENDS EXPLORATIONMultifaceted Approach MARKET LANDSCAPE
Social Exploration
Focus on recognized arts & crafts via conversations and shared images
Trend Radar
Mine for arts & crafts not currently focused on in client portfolio
Pop-Up Community
Dig deeper for specific interests in both established and emerging trends
CRAFT E
Craft ACraft CX
CRAFT B
Craft D; CRITICAL INTEREST
XCraft E
TREND RADAR INDEX CHART2-YR VS. 6-MO COMPARISON
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CASE STUDYAgile Concept Development
?Rationalize putting a new product concept through the development cycle to ultimately bring to market.
WHAT WE WERE UP AGAINST
A CROWDED CATEGORY
INNOVATION
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AGILE CONCEPT DEVELOPMENTIterative Discovery Process INNOVATION
Quant survey (mini H&P)
Discussion to deepen category learning
In person qualitative workshop
Screening 17 ideas
Yield 5 winnersVideo project to hear consumers pitch the new product
PHASE 1: FOUNDATIONAL CATEGORY LEARNING
Including videos of consumers directly ‘pitching the new idea to the CEO’
PHASE 2: QUALITATIVE CONCEPT DEVELOPMENT WORKSHOP
17 concepts developed in under 5 hours
PHASE 3: FINAL IDEA SCREENING
5 Winners Emerge
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CASE STUDYAgile Consumer Understanding FOUNDATIONAL
Gain in-depth understanding of consumer target group and co-create a new product line.
WHAT WE WERE UP AGAINST
A NEWLY IDENTIFIED TARGET
?
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Nutrition Needs
AGILE CONSUMER UNDERSTANDINGFlexibility and Depth of Learning FOUNDATIONAL
Thoughts on Competition
Information Sources & Influencers
Welcome/Getting To Know You
Preferred Brands
General Thoughts on Diet
Unbranded Community: 2 Months Branded Community: 1 Month
Concept ReactionsTechnology
Designing the Ideal Product
Screener Survey
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Defining Agility in Market Research3 Key Takeaways
#1
“Fast” does not equal “Agile”
#2
For agile research to be successful, it must be consumer-led
#3
Agility should be baked into the process
