The 3 Most Interesting Trends in Research Today

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The 3 Most Interesting
Trends in Research Today
Simon Chadwick
Managing Partner at Cambiar and
Editor in Chief of Research World

The 3 Most Interesting Trends in
Research Today
Mid-Atlantic MRA Spring Symposium
Washington, DC
April, 2015

SKILLS MODEL
BUSINESS MODEL
HUMAN MODEL
3 MODELS
2015 Cambiar, LLC. All rights reserved2

SKILLS MODEL
BUSINESS MODEL
HUMAN MODEL
3 MODELS
WHAT DO WE DO?
HOW DO WE DO IT?
WHO ARE WE?
3 EXISTENTIAL
QUESTIONS

SKILLS MODEL
BUSINESS MODEL
HUMAN MODEL
3 MODELS
WHAT DO WE DO?
HOW DO WE DO IT?
WHO ARE WE?
3 EXISTENTIAL
QUESTIONS
THE AGE OF POWER
SKILLS
CREATIVE
DESTRUCTION
MILLENNIAL MR
3 META-TRENDS

WHAT DO WE DO?
THE AGE OF POWER SKILLS

“If you don’t like change, you’ll
like irrelevance a whole lot less”

THE RISK MITIGATORS
THE INFORMATION
COLLECTORS
THE THOUGHT LEADERS THE CONSUMER EMPATHS
THE BUSINESS DRIVERS
RATIONAL - SKEPTICAL - RIGOROUS DETAIL - ANALYTICAL - DATA-DRIVEN
PROACTIVE - IMAGINATIVE - INSPIRING EMPATHETIC - INTUITIVE - CONFIDENT
ACTION - RISK-TOLERANT - OWNERSHIP

What Do We Do?
We Sit at the Nexus
Data

Skill Set – Today vs. Five Years
42
28
38
51
40
47
64
57
74
66
57
81
61
65
78
62
68
78
37
56
49 46
0
10
20
30
40
50
60
70
80
90
Clients
Source: Cambiar Future of Research 2014

Influencing
Story-
telling
Synthesis
Consulting
Research Skills

HOW DO WE DO IT?
CREATIVE DESTRUCTION

Gartner’s MR Hype Cycle
Innovation
Trigger
Peak of
Inflated
Expectations
Trough of
Disillusionment
Slope of Enlightenment Plateau of
Productivity
Plateau will be reached in:
less than 2 years 2 to 5 years 5 to 10 years
Expectations

Gartner’s Take
Innovation
Trigger
Peak of
Inflated
Expectations
Trough of
Disillusionment
Productivity
Emotion Detection/Recognition
Social Media Analytics
Big Data
Behavioral Economics
Neurometric Research
Digital Ethnography/
Qualitative
Web Analytics
Expectations
Time

Adding in DIY Research
Innovation
Trigger
Peak of
Inflated
Expectations
Trough of
Disillusionment
Productivity
Emotion Detection/Recognition
Social Media Analytics
Big Data
Behavioral Economics
Neurometric Research
Digital Ethnography/
Qualitative
Web Analytics
Expectations
Time
Conventional DIY
App Store DIY Research

Shifting sands
-80 -60 -40 -20 0 20 40 60 80 100
F2F Focus Groups
Pack testing
Ad tracking
A&U
Copy testing
Brand tracking
Digital focus groups
Path to purchase
Customer experience
Digital ad optimization
Integration of multiple data streams
Data analytics/mining
% clients doing more or less in next 5 years
More Less

Investors Agree
Source: Cambiar Capital Funding Index 2014

And the MR Ecosystem Fragments
Client
Full-service research company
Sample provider

And the MR Ecosystem Fragments
Client
Full-service research companySample provider
Offshore outsourcer Platform providers
DIY App Store Analytics provider
DIY Platform

The Mother of all Battles

Business Models Mutate
Data Collection
Full Service
Data Curation
Focused Expertise
Insourced Outsourced
Competition Partnership
Linear Modular
Project Learning

WHO ARE WE?
MILLENNIAL MR

Skill Set – Today vs. Five Years
42
28
38
51
40
47
64
57
74
66
57
81
61
65
78
62
68
78
37
56
49 46
0
10
20
30
40
50
60
70
80
90
Clients

Recruiting Talent Today -
Bar is Rising for Foundational Skills
Cross-cultural
skills
Horizontal
collaboration
Accessing and
analyzing
information
Team WorkLeadership
Critical thinking/
problem solving
Communication
Synthesis
Ability to
contribute to
innovation
Entrepreneurial
Thinking
Tomorrow
Today
Yesterday
Source: Michigan State University – Dedeker/Berling

Predictive
Analytics
Social Media
Analytics
Customer
Relationship
Management
Consumer
Research
Big Data
Management
Consulting
Analytics Predictive Modeling
Statistics Decision Modeling
Data Mining Machine Learning
Emerging Technologies
Social Monitoring
Text Analytics
Reporting Tools
Multimedia
Relationship Management
Data Warehouse Technology
Sales Promotion Analysis
Survey Design
Qual
Technology
Statistics & Analytics
Strategy
Consulting
Business Acumen
Process Management
Risk Management
Influencing
Analytics
Team Leadership
Communicating
Storytelling
Data Science
Data Architecture
Statistical Programming Languages
Mathematics
Statistics
The skills we will need.
Source: Michigan State University – Dedeker/Berling

People We Will Need

Millennials – Me or We?

Pro-business (with a twist)
Ethics
Socially aware
Corporate Social Responsibility
Cultural tolerance
Work-life balance

Challenges MR Employers Will Face
Boomers Millennials
Command and control management Active, involved leadership
Individually focused work Collaborative, teamwork
Managed flow of information Unstructured flow of information
Job security Employability
Work = Income Work = income and personal enrichment
Structure No structure; flexibility highly valued
Inward looking Outward looking
Influence through organization, position Influence through networks, communities
Brack (2012)

The Millennial MR Workplace
Highly networked Team-based
Knowledge-intensive
Predictably
unpredictable
Integrated
Insights
Lynch (2008)

Do we attract
Millennials to such
a workplace? Or do they construct
it for us?

Where is the Congruence?
Entrepreneurial thinking
Synthesis
Ability to contribute to innovation
Horizontal collaboration
Accessing and analyzing information
Cross-cultural skills
Communication
Leadership
Critical thinking/problem solving
Teamwork

400

Thank You!
simon@consultcambiar.com
russ@consultcambiar.com

The 3 Most Interesting Trends in Research Today

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