are we happy with the route research is taking?

Market Research & Insight ConsultantsM Callum Laytonc

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Are we happy with the direc.on research is taking?


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My, how you’ve changed!

•  Online panels •  Internet •  Social media: TwiCer, Snapchat, Facebook, LinkedIn, Google •  Data overload •  Procurement •  Data silos •  Behavioural economics •  MRI scans •  Survey monkey •  Gamifica.on


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UK Grocery Market Share 2008 Compared to 2015

0 5 10 15 20 25 30 35 40

Other

Iceland

Lidl

Aldi

Waitrose

Morrisons

Sainsbury

Asda

Tesco

8.7

1.7

2.4

3

3.8

11.1

15.8

17

36.1

12

2.2

3.5

5

5.2

11

16.8

17

28.0

12 w/e March 1st 2015

2008

Source: Kantar Worldpanel and Kantar Worldwide.


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Reduced Your Spending On Anything In Last 6 Months? McCallum Layton survey 2008

30+ years old 18-‐29 years old

30% food & drink 52%

43% going out/socialising/ea.ng out 29%

34% clothes 22%

15% travelling by car 25%

10% household energy 24%

6% holidays 14%

48% YES 58%


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Long Or Short-‐Term Changes To Spending? McCallum Layton survey 2008

30+ years old 18-‐29 years old

41%

Long term changes to spending. I will con.nue with them acer situa.on

improves 43%

44%

57%

Short term changes to spending. I will revert to how I used to spend when

situa.on improves 52%

48%


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Long-‐Term Behaviour McCallum Layton Annual Money MaCers Survey: See our website

2011 2012 2013 2014 2015

48% 51% 77% 67% 67%

Watching what I spend has become a way of life, I’ll con.nue when my finances get easier


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Not Just Grocery

•  Alliance & Leicester, Bradford & Bingley and Dunfermline building society were taken over

•  Royal Bank of Scotland and Lloyds Banking Group are now under state control.

•  Woolworths, MFI, Land of Leather, Comet, Jessops, HMV, Blockbuster, Dolcis, Peacock Fashion, Game Group and Borders all went

•  Habitat closed 30 out of 33 stores •  JJB Stores collapsed in Sept 2012 (400 down to 20 stores) •  Bri.sh Airways was in financial trouble (£401m loss) •  Corus Steel laid off 4,500 workers •  Jaguar Land Rover laid off staff/short-‐.me working

Between 2008 – 2010 170,00 small businesses went bankrupt Between 2008 – 2013 UK retailers suffered an es.mated £23bn in lost sales (source Conlumino)


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BIGGER (maybe bigger budgets, more data is a help)

BETTER? (I’m not so sure)

FASTER (Herein lies one of the problems)


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Faster, Faster

Speed •  We are the….

•  instant gra.fica.on society •  soundbite society •  online society •  in a hurry society •  Today’s market researchers are under great pressure to

produce fast ac.onable results on which to base informed decisions


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Other Factors Are Also At Play

•  Many companies run by accountants focusing on figures at the expense of qualita.ve understanding

•  The rise of procurement •  Purchasing on cost not quality •  many without any research

understanding

•  DIY research plaporms

•  More quant research and anecdotal evidence that qual is out of fashion


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What Should We Do About It?

•  Prior to the research, undertake a stakeholder audit

•  At project design stage leave .me to examine the qualita.ve aspects behind the numbers

•  Step back a bit and take .me to examine the findings

•  Compile and insight ac.on audit (IAA)

•  Make .me for a post-‐results workshop using the IAA

•  Disseminate the results to all research stakeholders in an engaging and interes.ng way


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Stakeholder Audit

These slides are copyright. If you would like the template please email duncanmccallum@mccallum-‐layton.co.uk


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Insight Ac.on Audit For AJAX LTD

These slides are copyright. If you would like the template please email duncanmccallum@mccallum-‐layton.co.uk


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MLTV: Communicate In An Engaging Way

•  Brings your insight to life •  Exci.ng and impacpul •  Easy to use •  Can incorporate a variety of media •  Presenter explains the informa.on •  Can be accessed on the move on

some smartphones •  Secure password protected access


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To Summarise

•  2008 saw the start if the UK’s worst recession since the 1930’s

•  In 2008 there were already strong pointers to the likely long-‐term effects

•  Researchers had more tools available than before – yet many companies didn’t realise what was happening

•  The dash for faster and faster results, more quant than qual missed the bigger picture

•  Where possible we need to slow down and get back to the basics of good research – take .me to properly dissect the results and their likely effect

•  Make sure the results reach the parts of the company that can act on them

•  Communicate the results in an interes.ng and engaging way


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Thank You

are we happy with the route research is taking?

Marketing

uk grocery market share

years old

mccallum layton survey

dunfermline building

long term changes

stores jjb stores

short term changes

shortterm changes