This is the full slidedeck of our Smartees Workshop on 'the Bright Future of Market Research' (11 February, 2014). The main focus is on how both traditional quantitative and qualitative research can be better, fresher and more contemporary by approaching participants and internal stakeholders differently.

1. The Bright Future of
Market Research
This is the full slidedeck of our Smartees
Workshop on ‘the Bright Future of
Market Research’ (11 February, 2014).
The main focus is on how both
traditional quantitative and qualitative
research can be better, fresher and
more contemporary by approaching
participants and internal stakeholders
differently.

2. # insites
# mrx

3. CONVERSATION STARTERS
Hi, I am ….. and I work as…… @.......... .
When I think about research, I think…
I am here because …
My company uses research when…
I prefer quant over qual because…
I prefer qual over quant because…

4. The bright future
of market research?

5. Who filled out a +5 minutes survey
from another brand, service or
company in the past 6 months?

6. Who has already participated as a
respondent in qualitative research
(focusgroup or in-depth interview)

7. Who ever thought: ‘who the h*ll is
actually still filling out surveys?’

8. Who has already done or experienced
ONLINE qualitative research?

9. 3 questions you’d like to
be answered today.

10. Program
9h00:
9h30:
9h40:
11h00:
11h15:
12h30:
13h15:
14h45:
15h00:
16h15:
16h30:
Doors open
Welcome & introduction
Workshop part I
Coffee break
Workshop part II
Lunch
Workshop part III
Coffee break
Workshop part IV
Wrap up and Q&A
Closing reception

12. Enjoy the deepdive!

14. 3 types of strategic focus (Tracey & Wiersema)
Operational
Excellence
Product
Leadership
Customer
Intimacy

15. 3 types of strategic focus (Tracey & Wiersema)
Operational
Excellence
Product
Leadership
Customer
Intimacy
Provide customers with
good, standard products
at low cost
Provide customers with
high quality innovative
products
Provide customers with
personalized products
that exceed
expectations

16. 3 types of strategic focus (Tracey & Wiersema)
Operational
Excellence
Product
Leadership
Customer
Intimacy
Provide customers with
good, standard products
at low cost
Provide customers with
high quality innovative
products
Provide customers with
personalized products
that exceed
expectations

17. Consumers are at the heart of our organisations

19. Customers…
Who are they?

20. Let’s look at our customers…

21. ?
?
4 things to remember about the new customer
?
?

23. Consumers create content themselves…

24. 57%
A person from
your contact
list
14%
A company

25. Everyone is a critic/reviewer and the outcome may leverage your brand…

26. ... or damage your brand

28. 




Perfect information
Consumer-generated
Trustworthy
Lightning fast
Fuelled by social media
?
?
?

29. empowered
?
?
?

30. Cultures were never so close

31. Stimulation junkies. On the go, but 100% connected.

32. Segmentation? Maybe contextually. Maybe.

33. empowered




?
Globally in touch
Hyperfast learning
Raising bar of expectations
Segmentation = difficult
?

34. empowered
cosmopolitan
?
?

35. What’s YOUR perfect
restaurant experience
like?

36. 83%

40. Different
Country,
Different
Story

42. Higher purchase intention for products co-created by peers. (van Dijk, 2012)

44. empowered
cosmopolitan
?



Sharing feedback
Walking in our shoes
Concrete business outcomes

45. empowered
cosmopolitan
smart co-creator
?

46. The paradox of choice.

47. @tomderuyck

49. empowered
cosmopolitan
smart co-creator




Rational overload
Emotional heuristics
Herd behaviour
Emotional sharing

50. empowered
cosmopolitan
emotional
smart co-creator

51. ?
?
4 things to remember about the new customer
?
?

52. empowered
cosmopolitan
emotional
smart co-creator

53. It’s the
media,
stupid!

54. What’s the impact
on companies?

63. We need to make consumers an
integral part of everything we do.
Mariken Kimmels / H.J. Heinz

64. What’s the impact
on research?

65. Get out
of your
comfort
Zone
BREAKOUT
EXERCISE

68. The battle of
the screens

69. Playing instead
of paying for
attention

72. Filling our
Blind Spots

76. Survey research in the
age of engagement?

77. 77

78. 78
FROM BOREDOM TO
ENGAGEMENT

79. 79
Interest, enjoyment
highly competent
EXTRINSIC
MOTIVATION
AMOTIVATION
Task is not done properly
INTRINSIC
MOTIVATION

80. EXTRINSIC
MOTIVATION
AMOTIVATION
AUTONOMY
COMPETENCE
RELATEDNESS
VALUE
INTRINSIC
MOTIVATION

81. AUTONOMY
YOU ARE FREE TO
DO THIS OR NOT

82. AUTONOMY
MODULARITY AT THE
PARTICIPANT SIDE

83. AUTONOMY
OPTIONAL SECOND
SURVEY DIMENSION

84. COMPETENCE
YOU ARE GOOD AT
THIS

85. COMPETENCE
PARTICIPANTS AS
CO-RESEARCHERS

86. COMPETENCE
TASKS
BEYOND RESPONDING

87. RELATEDNESS
PEOPLE LIKE YOU
DO THIS

88. RELATEDNESS
•
R&D contribution
The lounge
What did we do?
xxxx
CONNECTING IN
THE LOUNGE

89. RELATEDNESS
INTRODUCING THEIR
SHARED INTERESTS

90. VALUE
WHAT YOU DO HAS
A MEANING

91. VALUE
SHARING THE CLIENT
OBJECTIVES

92. VALUE
SHARING THE CLIENT
OBJECTIVES
4. Value = what you do has meaning

93. BETTER CAPTURE THE COMPLEX
CONSUMER REALITY

95. Recognizing the social
dimension in decision making

96. THE CONTAGIOUS EFFECT
OF THE SOCIAL DIMENSION

97. THE ASSOCATION TOOL

98. 4%
spontaneous
VS.
72%
prompted

99. Context is a better predictor
of consumer behaviour

100. Task 1: Your breakfast moment
Take a picture when you are heaving breakfast. What are you
having for breakfast and why do you choose this?
Task 1: Your breakfast moment

102. BETTER UNDERSTAND
TARGET GROUPS DIFFERENCES

103. Our decisions are wired
by emotions

104. AVOIDING RECALL BIAS
USING TASK-BASED ELEMENTS

106. ADDED VALUE OF
IMPLICIT MEASUREMENT

107. ADDED VALUE OF
Reaction time
IMPLICIT MEASUREMENT
NICHE
NATURAL
These items are not associated with the
given brand by a lot of respondents,
however the reaction time is faster than
average.
These are niche associations often
amongst users with a certain brand
experience.
These items are associated with the
given brand by many respondents and
the reaction time linked to the
association is faster than average.
These are natural and spontaneous
associations.
These items are not associated with the
given brand by a lot of respondents and
if associated the reaction time is below
average.
These items are not linked with brand.
These items are associated with the
given brand by many respondents but
the reaction time is below average.
These are potential associations which
can become natural if the given brand
enhances the communication.
LIMITS
POTENTIAL
% of respondents

108. BETTER
FASTER
CHEAPER

109. Get out
of your
comfort
Zone
BREAKOUT
EXERCISE

110. What about mobile
Market research?

111. VS.

112. SMARTPHONE PENETRATION IN
BELGIUM IS ±40%

113. MOBILE IS
NOT
THE GOAL

114. WE
SHOULD BE ABLE TO REACH
THE CONSUMER AT THE MOST
RELEVANT MOMENT ON THE
MOST SUITABLE PLATFORM

115. Exploring
?
?
?
?

116. Mobile = online + offline research
Recruitment

117. Should we worry?
Socio demographics
Engagement
Technological advanced

118. ?
1/Recruitment
?
?

119. Impact?
Satisfaction?
Profile?

120. Time to reach 400 participants?
4 hours
4 days
4 weeks
@McDonaldSimon
@Anoukw1

121. New information
Get access to real behaviour!

122. ?
1/Recruitment
?
2/ Marketing
?

123. How about mobile & MROCs?

124. 15 inch
4,3 x less engagement?
3,5 inch

125. Does mobile make community members
less engaged?

126. Does mobile make community members
less engaged?
“
Using the mobile app really
helps me staying in touch
moreYes the community
with
No
“

128. 15 inch
Mobile leads to less rich data?
Yes
No
3,5 inch

129. Members don’t post more, but…
…more contextual & personal stuff

131. More engagement
Richer contributions

132. Going beyond the method

133. ?
1/Recruitment
2/ Marketing
?
3/ Communities

134. And... in all phases of the research!

135. ?
1/Recruitment
2/ Marketing
3/ Communities
4/ Reporting

136. The rising star in
qualitative research?

139. ‘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

140. @tomderuyck

149. Central Research Nerve System

150. Get out
of your
comfort
Zone
BREAKOUT
EXERCISE

151. Design the community
How will your community be setup?
3/ What are your questions & tasks for the
consumers?
• ..
• ..
2/ What’s the main goal of your community?
• ..
• ..
1/ Who will you select (profile, number)?
• ..
• ..
3/ Questions &
tasks
2/ What
1/ Who

152. What could be
the result?
IKEA CASE:
Fusion with Implicit Measurement

153. 360°
evaluation

154. Before: focus groups

155. 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

156. Triangulation
Investigator
Method
Environmental
Data
Theory

157. Evaluation of a method
Doing things
Gaining a higher
Doing things that
faster and more
cost-efficient
quality of data &
were just not
deeper insights
possible before

158. Different country, different story
#1
#2
#3
#4
Reason to
participate
Conversation
guide
Role of the
moderator
Gamification

159. Participants >
Consumer Consultants

160. What could be
the result?
YELO CASE:
Fusion with Social Media Research

178. @tomderuyck

182. Leveraging research
results to the max!

183. Diffusing research results
should be like getting those small
Magic Boxes from McDonald’s:
blending results, stories and quotes
Carole Lamarque / Linkman

184. Conversations from internal stakeholders
Communication is key!
Proud
company
Conversation
company
Boring
company
Adored
company
Conversations from external stakeholders

185. Total consumer
immersion

186. Internal

187. Internal

188. Internal

189. Internal

190. Internal

192. External

193. What about the future of
market research?

195. Creative
Smart
Cookies
academic backbone
sector expertise
marketing consulting
Solid
innovative methods
change agent
engagement & activation

198. We are never done

199. Head of Research Communities
linkedin.com/in/tomderuyck
tom@insites-consulting.com
@tomderuyck
Ready for a bright future?
www.insites-consulting.com

200. Katia Pallini
Senior Research Innovation Consultant
linkedin.com/in/katiapallini
katia@insites-consulting.com
@KPallini
Ready for a bright future?
www.insites-consulting.com