ray poynter feedback - newmr...big picture of new mr people can’t tell us all we need through...
TRANSCRIPT
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Market research has changed Have you?
Ray Poynter
MRSS Asia Research Conference, 7 August, 2014, Singapore
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Outline
1. The context has changed
2. Key tools
3. Research skills
4. Big Picture of New MR
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Brands
1974 2014
Local Global
Brands ≈ lines Line Extensions
Product-based
differentiation Image-based
differentiation
Weak retailers Strong retailers
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Advertising/Marketing
1974 2014
TV and Press TV/Web/Social
Free hand Increased scrutiny
Product-based
differentiation Image-based
differentiation
Broadcast Narrowcast Two-way/Social
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37,130,519 Likes
230K Talking About
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Customers
1974 2014
Growing wealth Wealth plateauing
Naïve Sophisticated
Bottom of Maslow’s
pyramid of needs
Mid-to-high
Maslow needs
Narrow choice Wide choice
Passive Reactive Collaborative
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Research 1974 2014
Face-to-Face
U&A and
Segmentation Ethnography &
Social Media
Focus groups MROC
Random sample Insight
Communities
CATI Online
Ad tracking
& Cust Sat
Online Focus
Groups
Access
Panels
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Paradigms
1974 2014
Direct questions Indirect questions
Random Prob. sampling Panels
Research Instrument Engagement
Adult -> child (TA) Discussions
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New markets
1974 2014
No phones Mobile phones
Rich and poor Growing middle-class
Limited travel International travel
Local focus International focus
Limited MR Fastest growing regions
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Key Tools
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The future is already
here, it’s just unevenly
distributed. William Gibson
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We think much less than we think we think
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Elephant and Rider
From Chip and Dan Heath
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Facial Coding
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Which Colour is it WRITTEN in?
Blue Green Black Black Green Green Red Red
Tricky isn’t it
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Big Data
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Big Data
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Source: Gizmodo
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Correlation Annual Chocolate Consumption &
Nobel Prizes per 10 Million of Population New England Journal of Medicine.
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Mobile
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Available from next month
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Trends in Mobile
Ubiquity
24/7
Smartphone
Internet enabled
App running
Multiple sensors
Linked to other data
Growing share of current modes of research
Participative Passive In the moment Location based Push
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Mobile is more than surveys
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Web messaging
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February 2014
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Research Skills
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What do these have in common?
• Algorithmic Approaches
• Augmented Reality
• Big data
• Biometrics
• Choice modelling
• Consulting
• Discourse analysis
• Discussions
• Engagement
• Gamification
• Geofencing
• Insight Communities
• Mobile Surveys
• MROCs
• Nano/Micro surveys
• Neuroscience
• Non-probability sampling
• Passive data collection
• Programmatic marketing
• Sentiment analysis
• Smartphone Ethnography
• Social Media Research
• Text analysis
• Visualisation Techniques
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Connecting the dots
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Big Picture of New MR
People can’t tell us all we need
through surveys & focus groups
Memory System 1 Emotions
Big Data &
Social Media
Neuroscience, BE, Biometrics, Gamification
In the moment
& Passive
Communities
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Thank you!
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If you would like further information?
You can try any of the following: • Email me via [email protected]
• Follow me on Twitter, see https://twitter.com/raypoynter
• Connect on LinkedIn via http://uk.linkedin.com/in/raypoynter/
• Check out NewMR at http://newmr.org/