Research Must Change March 2011
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Research Must Change March 2011
- 1. RESEARCH MUST CHANGE Stan Sthanunathan Vice President – Marketing Strategy & Insights March 2011
- 3. GLOBALCEO STUDY2010– CAPITALIZING ON COMPLEXITY Source: IBM CEO Study 2010
- 4. Embrace ambiguity Take risks Forget “Tried-and-True” EMBODY CREATIVE LEADERSHIP
- 5. Honor your customers Stay in sync with customers Profit from information REINVENT CUSTOMER RELATIONSHIPS
- 6. Simplify Manage systemic complexity Be Fast and flexible Go “Glocal” BUILD OPERATING DEXTERITY
- 7. QUESTIONSFOR US What are the implications of operating dexterity? How does creative leadership in insights look like? What are the implications of reinventing consumer relationships?
- 8. BUSINESS “AS USUAL” is not an option
- 9. OUR ROLE… Provide provocation and inspiration that drive transformation and actions that generate growth
- 10. Using the past to predict the future will result in anemic growth… TRANSFORMATIONAL GROWTH calls for dreaming about the future and taking stakeholders there
- 11. TECHNOLOGY CHANGESAT ANACCELERATED PACE We need to be ahead of the curve. “Fine-Tuning” is NOT an option
- 12. Following the change as quickly as possible Providing insights Quantifying the expected Leveraging “what we know” Focus on technical challenges & better mousetraps! Helping companies to shape the change Provoking transformation Listening for the unexpected Seeking “what we don’t know” & “how to know what we don’t know” Focus on ROI, better execution & value creation IT IS NOT ABOUT: IT IS ABOUT:
- 13. I N S P I R E Helping companies to shape the change Provoking transformation Listening for the unexpected Seeking “what we don’t know” & “how to know what we don’t know” IT IS ABOUT:How do we know where the puck is going? What type of skill set and people do we need to bring the inconvenient truth to the table? How do we train ourselves for listening for the unexpected? How do we think about new tools and approaches to listen for the unexpected and generate provocation?
- 14. E X E C U T E What are the business drivers? What do we need to do to drive business drivers? What are the leading metrics? How do we transformationally improve ROI? Focus on ROI, better execution & value creation IT IS ABOUT:
- 15. OURESTEEMED PANEL Joe Tripodi Eric Salama Joan Lewis Kevin Lane Keller EVP & Chief Marketing & Commercial Officer, The Coca-Cola Company Chairman and CEO, Kantar Officer, Global Consumer & Market Knowledge, The Procter & Gamble Company Professor of Marketing, Tuck School of Business, Dartmouth College
- 16. THANK YOU