These slides are taken from a presentation I gave recently to the NSW AMSRS Young Researchers Group. The presentation challenges researchers to shift their focus from primary data collection (our traditional role) to being information curators, distilling the vast amounts of data now available to generate meaningful insights for clients.

1. From Collectors to Curators
Regaining the Insight High Ground
Nick Palmer, Research Director
Hall & Partners | Open Mind
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2. What is Market Research?
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3. A theme emerges
Wikitionary
The systematic collection and evaluation of data regarding customers'
preferences for actual and potential products and services.
Dictionary.com
The gathering and studying of data relating to consumer
preferences, purchasing power etc., especially prior to
introducing a product on the market.
Marketresearchworld.net
Market Research is a systematic, objective collection and analysis of data
about a particular target market, competition, and/or environment. It
always incorporates some form of data collection whether it be secondary
research (often referred to as desk research) or primary research which is
collected direct from a respondent.
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4. Collectors Curators
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5. Old market research was a solution to a
lack of information. New market
research is a solution to a glut of it.
Tom Ewing, Kantar Operations
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6. Getting information from
OLD MARKET
people who didn’t otherwise
RESEARCH
have the opportunity to share it
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7. Filtering information
NEW MARKET
from the places people
RESEARCH
have already given it
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8. 2009:
4 exabytes
4.0 x 1019
40,000,000,000,000,000,000
‘A lot’
Source: Did You Know? 1, 2008
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9. Consumer touchpoints are expanding
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10. Data is everywhere
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11. More information More knowledge
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12. Searching
Gathering
Collating
Deriving
Filtering
Distilling
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13. Collectors Curators
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14. As Market Researchers
we have the right…
Experience Credibility
Knowledge Objectivity
Skillset Independence
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15. Trusted Advisers
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16. Objective Support
Impartial Explain
Source neutral Challenge
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17. The case for the prosecution
Not representative of the whole market
Only covering what’s happening online
Too brand-biased
Lunatic fringe
etc.
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18. Which of these is more representative?
The Census
Telephone survey of 18-34 yr old regular beer drinkers
Twitter trend analysis of #Cascade mentions
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19. All data is representative of something
It is only inaccurate or unreliable
when it is treated as representative
of something that it isn’t
The World
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20. Information needs to be evaluated
together with its source
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21. We need to embrace the
speed and availability of
other data sources to
give fresh perspectives
and a more holistic
picture
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22. The Census
Telephone survey of 18-34 yr old regular beer drinkers
Twitter trend analysis of #Cascade mentions
Drinking stats from the Cascade Brewers nose app
Visitor numbers from the Cascade Brewery tour
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23. Incorporating other
data sources doesn’t
need to be taxing or
time consuming
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24. A beautiful and emotive that didn’t capture
the public’s imagination as much as expected
TV ad played on the emotion
Ad Engagement (top 2 box) and anticipation around British
hopes at Wimbledon
58% 57% 57%
56% 56%
54% 53%
52% 51% 51%
50% 50% 49%
46%
44% 44% 43% 43%
40% 40% 39% 39%
38% 38% 37%
36% 36% 36% 35%
34%
28% 28% 28%
23%
Competitor benchmarks
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25. Google Trends showed that the ad aired
before the Wimbledon excitement had begun
TV ad aired from 1st to 22nd June
Start of Wimbledon
Google Trends – searches for the term ‘Wimbledon’
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26. Primary research gives
control and focus
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27. Primary research cannot
survive in a vacuum
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28. Collaborate
Research agencies
Qual & Quant
Global networks
Insight departments
Ad agencies
Media agencies
Brand managers
Sales teams
Competitors
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29. A challenge to you
Collectors Curators
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30. A challenge to you
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31. From Collectors to Curators
Regaining the Insight High Ground
Nick Palmer, Research Director
Hall & Partners | Open Mind
This event is kindly sponsored by: