The relationship between innovation and market research. How to innovate the market research to support Innovation

1. IN BETWEEN CSI AND INNOVATION SACRED COWS AND CURIOUS MONKEYS Ivan Ortenzi Ars Inventio

2. We call it CUSTOMER JOURNEY INNOVATION

3. MARKET RESEARCH
LOYALTY
TRUSTING
MARKET STRATEGY
INNOVATION
INNOVATION

4. CSI/MARKET RESEARCH
LOYALTY
TRUSTING
MARKET STRATEGY
+
=
CUSTOMER INTIMACY
MARKETING PLAN
+
We are all searching for a magic formula
=
CSI/MARKET RESEARCH
INNOVATION
CUSTOMER JOURNEY INNOVATION
+
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5. CSI and Market Research are a source for INNOVATION
•Improvement areas
•Market positioning
•Competitive benchmarking in & out
•Products & Services insights
•Internal and External Customer insights
•Micro and macro trend analysis
•Brand equity and reputation

6. To sustain innovation we need innovative Curious Monkeys non to kill the Sacred Cow
Market research sacred cows
REFLEXIVE RESEARCH
Consumer Centric
Privacy Concerns
A Flood of Data
Patterned Data as Narrative
Anonymous Clusters
Culture Driven
EXPRESSIVE RESEARCH
and
and
and

7. •From data collection to data analysis and prediction
•From self reporting (question/answers) to observational research
•From customer segmentation to patterns recognition
•Mobile more than just in time
•Not only bodies but emotions too
We want to know and analyze what customers actually do/want not what they think they would do/want
Market Research Innovation

8. Some Market Research New Trends
•Virtual Shopping and Visual tool
•Mobile, mobile, mobile and mobile market research
•QR Code Surveys
•Insight and behavior analysis
•Biological Measures, Biometrics&Mechanical Observation
•Online Collaboration Tools
•Social Media Market Research
•….

9. How to select the right monkeys?
Define the playing field
RIGHT QUESTION
RIGHT TOOL
RIGHT TIME
RIGHT PLACE
RIGHT PEOPLE
TOUCHPOINT ANALYSIS

10. Touchpoint analysis
Reach Engage Purchasing Usage Re-usage Share Churn Recovery
Informative Operative Relational Emotional Explicit Implicit
Channel
Action
and
Phase
Content

11. A Sacred Cow in between CSI and Innovation
Kellogg’s is a market-orientated organisation, not a product-orientated one.
A market orientated organisation is one that focuses on the needs of the customer and develops products to meet these needs.
Without market research, Kellogg’s would not fully understand what the needs of the customers are.
Benefits to Kellogg’s of using primary research:
•Primary data is up-to-date and directly relevant to the needs of Kellogg’s when developing this new product
•Primary data has not been seen by other cereals suppliers. As this is an established market, primary research gives Kellogg’s a competitive advantage when trying to maintain or increase its market share.

12. A Sacred Cow in between CSI and Innovation
•Stage 1 – DISCOVERY: qualitative research using focus groups was used to capture attitudes and feelings of consumers towards new food prototypes
•Stage 2 –SELECT quantitative research using a survey with a large group of representative consumers identified which product ideas people liked best
•Stage 3 – PROTOTIPE both qualitative and quantitative research was carried out to refine the recipes
•Stage 4 – PLANNINIG quantitative research during the ‘home usage test’ was used to calculate sales forecasts, set budgets and organise the supply chain.

13. A Curious Monkey in between CSI and Innovation
•In a groundbreaking initiative Kellogg’s created and implemented a Crunchy Nut restaurant in 2012, and again in 2013, which invited consumers to a unique ‘outdoor’ experience to taste new products and actively engage with the Crunchy Nut brand.
•9,049 customers over a 12 day period. Many customers were surprised that everything was free of charge, over 8000 coupons were distributed, and the redemption rate of those coupons exceeded the industry average. Customers were invited to leave feedback on their experience through the use of social media channels, as part of Kellogg’s digital marketing strategy. The use of Facebook and Twitter enabled Kellogg’s to reach almost a million people.

14. A Curious Monkey in between CSI and Innovation
•As part of the event, the CN restaurant ran a Twitter competition and offered a specially designated Wi-Fi code to encourage Facebook/Twitter usage
•Consumers constantly made comments on their shock that they were being given a free bowl of cereal.
•As a result of this initiative, £10,000 in media value was delivered across social channels and 2m shoppers were exposed to the CN restaurant, which has enabled the company to conduct further and more diverse market research into its products.

15. The sweet spot of Market Research
INNOVATIVE RESEARCH
CHANNEL EXPERIENCE ANALYSIS
ACTIONS FEED BACK ANALYSIS
INSIGHT FOR INNOVATION

16. A New Professional Role and competences
•Marketing
•Data scientist
•Social and Psychology
NEW DATA FORMALIZATION AND ANALYSIS
NEW INTERNAL CUSTOMER
NEW FEED BACK PROCESS
•Project Management
•Communication
•Marketing
•Data Research
INSIGHT FOR INNOVATION

17. A stage and gate common path
INSIGHT FOR INNOVATION
NEW ACTIONS PLAN
•NP/SDP
•INNOVATION
•CUSTOMER EXPERIENCE INNOVATION

18. Three takeaways for MR
•Manage and integrate Sacred Cows and Quick Monkeys
•Do your touchpoint analysis (channel, market, product)
•Consider innovation like your internal customer
ivan.ortenzi@arsetinventio.com