arf rethink march 2010

Transformationis not an optionStan SthanunathanVice President – Marketing Strategy & Insights

March 2010

80%of budget is spent on “Rear View” Research*

* Nielsen/Brand Tracking/Validation type researches

80%of the time is spent in report cards, debates on data quality and explaining the past

* Nielsen/Brand Tracking/Validation type researches

+

85%of research leaders indicated they are either “neutral” or “dissatisfied” with the impact of marketing research in their company.

P1-Q5a. How satisfied are you with the impact of marketing research throughout your company? 1 to 5 rating scale (1=very dissatisfied)

No wonder

Business “as usual” is not an option

Our RoleProvide inspiration and provocation to drive transformational change

It starts with…Clearly defining the role of Research Agencies & Insights Departments

How can we transform together?

What is our mission?

Research Agencies: Enablet

oClients :needs of our customer and consumers in the most sustainable and profitable way

Anticipate and meet

How do we get there?

First… We need a change of mind-set

It is not about following the change as quickly as possible

It is about helping companies to shape the change

Providing Insights

Providing Inspiration

Providing Inspiration

Provoking Transformation

Quantifyingthe Expected

Listening for the Unexpected*

* Joel Rubinson, ARF

Focus on technical challenges & better mousetraps!

Focus on ROI, better execution & value creation

Leveraging “What We Know”

Seeking “What We Don’t Know” & “How to Know What We Don’t Know”

Second… We need to become more innovative in our approaches

We don’t know what we don’t know and… We don’t know how to know what we don’t knowFocus

GroupsSurvey

Research

ObserveListen

SynthesizeDeduce

iPhone/Blackberry ethnography application

Technology Enabled ObservationCapture Information Organize Insights Create Impact

— Web application for sharing, organizing, storing

— Increase productivity

— Enrich insights quality

— Transform to consumer-focused client culture

— Video, photo, audio & text

The web as insight providerWith content intelligence (via semantic indexing) we can harness online consumer conversations, delivering insights far beyond traditional “sentiment.”

Market sizingPreferenceAnalysis

Emotionality Demographicsegmentation

PopularOpinion

Netnography

FasterTypical market research techniques

may take weeks or months.

Less expensiveTypical market research techniques

are capital and labor intensive.

BetterBias exists in all market research techniques. Netnography is more

transparent. And due to its low cost, it’s a good tool for a “first look.”

Listen to consumers… creatively

Develop the product

Short-list the flavor

Design the label

Third… Information Insights Action Want it all…Right Here, Right now

Ads that “Talk” to you!Billboards: Content changes by day-part

Coke and Food

Note: Visuals are for illustration purpose only

Coke Digital Network

Slam Dunk

Fuel Up!

Nightlife

Family time

Ads that “Watch” you!—Face recognition to

estimate demographics—Serve right message

based on demo—What next?

Courtesy of CNN

Fourth… We need to keep business impact in focus

≈138Average IQ in this room?

If we can’t,who can?

Thank You