the future of market research
TRANSCRIPT
Operational Excellence
Customer Intimacy
Product Leadership
3 types of strategic focus (Tracey & Wiersema)
3 types of strategic focus (Tracey & Wiersema)
Operational Excellence
Customer Intimacy
Product Leadership
Provide customers with good, standard products
at low cost
Provide customers with high quality innovative
products
Provide customers with personalized products
that exceed expectations
3 types of strategic focus (Tracey & Wiersema)
Operational Excellence
Customer Intimacy
Product Leadership
Provide customers with good, standard products
at low cost
Provide customers with high quality innovative
products
Provide customers with personalized products
that exceed expectations
Consumers are at the heart of our organisations
Customers…
Who are they?
Let’s look at our customers…
?
?
?
? 4 things to remember about the new customer
Consumers create content themselves…
57% A person from your contact
list
14% A company
Everyone is a critic/reviewer and the outcome may leverage your brand…
... or damage your brand
?
?
?
Perfect information
Consumer-generated
Trustworthy
Lightning fast
Fuelled by social media
?
?
?
empowered
Cultures were never so close
Stimulation junkies. On the go, but 100% connected.
Segmentation? Maybe contextually. Maybe.
? ?
empowered
Globally in touch
Hyperfast learning
Raising bar of expectations
Segmentation = difficult
cosmopolitan empowered
? ?
What’s YOUR perfect
restaurant experience
like?
83%
Different
Country, Different
Story
Higher purchase intention for products co-created by peers. (van Dijk, 2012)
cosmopolitan empowered
? Sharing feedback
Walking in our shoes
Concrete business outcomes
smart co-creator
cosmopolitan empowered
?
The paradox of choice.
smart co-creator
cosmopolitan empowered
Rational overload
Emotional heuristics
Herd behaviour
Emotional sharing
smart co-creator
cosmopolitan empowered
emotional
?
?
?
? 4 things to remember about the new customer
smart co-creator
cosmopolitan empowered
emotional
It’s the media, stupid!
What’s the impact
on companies?
We need to make consumers an
integral part of everything we do.
Mariken Kimmels / H.J. Heinz
What’s the impact
on research?
The battle of
the screens
Playing instead
of paying for
attention
Filling our
Blind Spots
Survey research in the
age of engagement?
64
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When hovering over with mouse
Participant can unlock the first module “profile”
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AFTER THE FILLING OUT THE MAIN SURVEY, TOPIC ENGAGED PARTICIPANTS
CAN OPT-IN FOR THIS NEXT PART WITH ADDITIONAL INCENTIVATION.
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THE
DES
IGN
ER T
OO
L
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THE
INSP
IRA
TIO
N W
ALL
TH
E D
ESIG
NER
TO
OL
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THE
PH
OTO
STO
RE
THE
PH
OTO
STO
RE
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REV
IEW
WR
ITIN
G M
OD
ULE
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REV
IEW
WR
ITIN
G M
OD
ULE
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THE
INSP
IRA
TIO
N W
ALL
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THE
INSP
IRA
TIO
N W
ALL
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THE
IDEA
TIO
N T
OO
L
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Meet eBay
Meet Katia
THE
IDEA
TIO
N T
OO
L
Delivery system
Customer service
Mobile shopping
Do you have any idea on how Ebay can optimize and improve the current delivery system? What are you expectations? Where does it currently go wrong? What improvements are needed?
Do you have any idea on how Ebay can optimize and improve the customer service policies? What are you expectations? Where does it currently go wrong?
Do you have any idea on how Ebay can optimize and improve the mobile shopping experience? What are you expectations? Where does it currently go wrong?
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THE
LOU
NG
E
80
Meet eBay
Meet Katia
THE
LOU
NG
E
Topic title
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THE
PH
OTO
STO
RE
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THE
PH
OTO
STO
RE
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BEH
IND
TH
E SC
ENES
What about mobile
Market research?
?
? ?
?
Exploring
Recruitment
Mobile = online + offline research
Should we worry?
Socio demographics Technological advanced Engagement
?
?
?
1/Recruitment
Profile?
Impact?
Satisfaction?
Time to reach 400 participants?
4 hours 4 days 4 weeks @McDonaldSimon
@Anoukw1
Get access to real behaviour!
New information
2/ Marketing
?
?
?
1/Recruitment
How about mobile & MROCs?
15 inch
4,3 x less engagement?
3,5 inch
Does mobile make community members
less engaged?
Yes No
Using the mobile app really
helps me staying in touch
more with the community “ “
Does mobile make community members
less engaged?
15 inch
Mobile leads to less rich data?
3,5 inch
Yes No No
Members don’t post more, but…
…more contextual & personal stuff
More engagement
Richer contributions
Going beyond the method
2/ Marketing
?
?
1/Recruitment
3/ Communities
And... in all phases of the research!
2/ Marketing
? 1/Recruitment
3/ Communities 4/ Reporting
The rising star in
qualitative research?
‘Online Communities’ become more and
more a true ‘Fusion Research’ tool that
allows for ‘triangulation’ on different
levels. Leading to more valid research
results, fresh inspiration and a deeper
understanding of the issue researched.
Frédéric Gennart / Inter IKEA Systems
@tomderuyck
Central Research Nerve System
What could be
the result?
IKEA CASE: Fusion with Implicit Measurement
An icon of a global brand
360° evaluation
Before: focus groups
From good to great
Focus groups were only giving
a snapshot of reality
Limited time spent with
consumers and a limited portfolio of research techniques possible
Largely determined by the quality and experience of the moderator
Internal stakeholders do not follow sessions that often
After: Research Communities
Triangulation
Data
Method Environmental
Theory
Investigator
Doing things
faster and more
cost-efficient
Gaining a higher
quality of data &
deeper insights
Doing things that
were just not
possible before
Evaluation of a method
5 countries (USA, China, Poland, Italy & Germany)
#1 Reason to
participate
#2 Conversation
guide
#3 Role of the
moderator
#4 Gamification
Different country, different story
Expectations towards the
brand & the
Catalogue?
First
impressions & second
thoughts?
Conversion
and impact on
the brand?
Evaluation of the 2013 Catalogue
Phase 1
Who is the
reader?
Results
Right direction
Improvements to the Catalogue
Revision of the mobile application
Phase 2
Reactivation of the communities to test
cover ideas for the 2014 Catalogue
Participants >
Consumer Consultants
Emotional/
implicit
measurement
Battle of
the covers
Results
Feedback for
creatives
Clear
direction
What could be
the result?
YELO CASE: Fusion with Social Media Research
Leveraging research
results to the max!
Diffusing research results should be like getting those small
Magic Boxes from McDonald’s:
blending results, stories and quotes
Carole Lamarque / Linkman
Conversations from external stakeholders
Co
nve
rsa
tio
ns fro
m in
tern
al sta
ke
ho
lders
Proud
company
Conversation
company
Boring
company
Adored
company
Communication is key!
Total consumer
immersion
Internal
Internal
Internal
Internal
Internal
External
What about the future of
market research?
Smart Cookies
academic backbone
sector expertise
marketing consulting
innovative methods
change agent
engagement & activation
Creative
Solid
We are never done
linkedin.com/in/tomderuyck [email protected] @tomderuyck
www.insites-consulting.com
Ready for a bright future?
Head of Research Communities