ducks + design thinking : evolving market research thinking to enhance strategic impact
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DUCKS + Design ThinkingEvolving market research thinking to enhance strategic impact
Jason DunstoneManaging DirectorSquare Holes
@jasondunstone
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HolisticSurvey skewMethodology
DIYSpecialistsResearchers
AgilityPlanningStrategy
Evolution is inevitable.
Market research…
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Market research is an industry that is ever-evolving, yet debate surrounding the meaning of insight and how we can
have greater strategic impact are ongoing conversations.
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Perhaps the answers lay in design thinking.
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Design Thinking!
Consumers Strategy
Technology
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Where does insight come from?
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Research
Qualitative
Quantitative
Analytical Thinking
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Analytical Thinking
Strong evidence
Intuitive Thinking
Sense or feeling
Insight!
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Re-designing the research process with
design thinking.
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Define Research Ideation Prototype Learn
1 2 4 53
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How do we go from …this this?
Perceptions Problems Audience(s) Success
Realities and broader context
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Desk review
Influen-cers
Trends
Robust quant data
Deep qual data
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Key idea territories …
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Understand consumers
Rapid Prototyping
Solutions
Free-flowing ideas
Agile Refinement
Fit to objective etc
Divergent Thinking
Convergent Thinking
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Start-up workshop
Team 1 workshop
Team 2 workshop
Team 3 workshop
Team 4 workshop
10 key strategies
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Easy
High Value
Distracting ideas Stupid ideas
Simple ideas (Agility)
Complex ideas (Planning)
No Value
Difficult
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1. Fail fast - and move on
2. Learn quickly - and evolve
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C
A+
C
D
C-
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“Design thinking moves the market research industry’s innovation beyond how to better
collect consumer understanding or leveraging new models of strategic thinking towards a more integrated and holistic approach to
making the world better.”
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DUCKS + Design Thinking.
Jason DunstoneManaging DirectorSquare Holes
@jasondunstone