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Insight to foresight - Marketing Research Sector
1. From Insight to Foresight
Customer Trends with Ayesha Saeed
What Marketing research sector must change to be
competitive in the information age
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2. Historically
Marketing research
was all about
Customer Trends with Ayesha Saeed
tapping into scarce information
& translating it into insights
www.CustomerTrendlog.com
4. Customer Trends with Ayesha Saeed
Available
information is now
Social Media monitoring is providing real time analysis of consumers
www.CustomerTrendlog.com
5. And the key is
TRANSFORMATION
Customer Trends with Ayesha Saeed
To Foresight
From Insight
Solutions
Discovery
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6. Customer Trends with Ayesha Saeed
“Old dog, New tricks”
Moneypenny ‘s dialogue from Skyfall
www.CustomerTrendlog.com
7. Customer Trends with Ayesha Saeed
Train yourself to identify Impact of Insights
www.CustomerTrendlog.com
8. • All Insights effect clients in at least
one of the following area
– Process improvement
– Differentiation
– Strategic Direction
– Resource utilization
Customer Trends with Ayesha Saeed
And if you understand the impact, you
should be the one who brings a
GAME CHANGING IDEA
forward.
www.CustomerTrendlog.com
9. • What researchers should learn to suggest an
impactful idea.
– Brand differentiation mechanism &
tools
– Balance Scorecards & similar tools
Customer Trends with Ayesha Saeed
– Process management &
improvements
– Performance monitoring and
management
www.CustomerTrendlog.com
10. How all of this will help MR industry to
define their USP
Customer Trends with Ayesha Saeed
www.CustomerTrendlog.com
11. Own the data to decision value chain
Organize Decision
information Suggest Facilitation
Customer Trends with Ayesha Saeed
Analyze Impact
prioritization
www.CustomerTrendlog.com
12. When everyone is providing information you
are providing decisions. So all these new kids
monitoring internet and social media will be at
the first stage of product lifecycle while you are
already exploring the What Next
Customer Trends with Ayesha Saeed
www.CustomerTrendlog.com
13. Customer Trends with Ayesha Saeed
With increasing amount of information around –
clients will have less time to process it into
decisions. So basically you will become their
choice of consultant who is processing multiple
data streams for organization wide decisions
www.CustomerTrendlog.com
14. Customer Trends with Ayesha Saeed
MR Industry is now competing with upcoming
social media monitoring and also management
consultancy. We will have to build our USP on our
conventional strength but with new tricks. That is,
data to decision value chain
www.CustomerTrendlog.com
15. Suppliers are not a deciding factor in the MR
industry. Technology is. If you can reach to the
information faster you have an edge.
Customer Trends with Ayesha Saeed
www.CustomerTrendlog.com
16. Data to Decision Value Chain
Customer Trends with Ayesha Saeed
“Old dog, New tricks”
Moneypenny ‘s dialogue from Skyfall
www.CustomerTrendlog.com
