marketing research & cmo
TRANSCRIPT
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Marketing Research &
The CMO
Barry OoiPresident, MRSM14th June 2012, Matrade Centre, KL
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Content of presentation
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1. Marketing research UNUSUAL
2. Marketing information REALITY on the ground
3. Mitigating RISK in marketing research
4. The new marketing METRICS
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New sources of data currency have emerged
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Adex & TV RatingRetail MeasurementConsumer Sentiment
Digital Life Survey
World Panel
Ad & Brand Tacking
Consumer DurablesOptical Panel
MediaBancJD Powers IDC
Existing “Currency”
Online Audience Measurement
Web Visitors
Online Audience Measurement
IT, Internet, Consumer Electronics, Mobile, Software & Telco
Social Media & Digital Analytics
Emerging/New “Currency”
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New research toolkit
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Consumer Listening Post- monitoring consumers comments, opinions and complaints via social media sites
MROC (market research online communities)- consumer panel using social media platform
Neuro-Science- techniques using eye tracking, brain-scan, facial imaging; to gauge consumers response to various stimuli
Mobile- research done on a mobile phone or mobile device
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1. Listening post
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the internet identifying the sources data retrieval
qualitative & quantitative
social media analytics
1. How much buzz is happening?
2. What are consumers posting?
3. What’s driving the conversation?
4. Feedback on marketing campaign
1. How much buzz is happening?
2. What are consumers posting?
3. What’s driving the conversation?
4. Feedback on marketing campaign
600 tweets per second
700 FB messages per second
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2. MROC (market research online) community)
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Branded Community
# create your private, branded online community using a proprietary platform
Handpicked Participants
# select and recruit communities that fits into your target profile
Start Conversation
#
Facilitated
# daily / weekly# ask about concepts or generate ideas
Continuous# does not end with just one project
script
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2. MROC (market research online community)
Week Activity / Topic
one
Warm up.Say hi. Get members to talk about their background and introduce themselves to the community. Ask related topics eg. ask them about their favourite mobile device
Build profileGet them to build their own profile. This is to encourage connection and ensure that they stay on the community
two
Leisure timeThis is an activity to get into their spare time activities and why they choose to spend their time that way
Circle of friendsGet to know who they hang out with and what they do as a group
StyleCoud ask them to desribe about their sense of style.
Sample of activity dialogue
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3. Neuroscience
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● Neural explaination to consumer behaviour
● What the brain can tell us when consumers are not able or are not willing to
● Few techniques: 1) Eye Tracking, 2) Brain Scan
3) Facial Imaging (biometrics)
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3. Neuroscience – Eye Tracking Technique
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● Measurement of eye activity – how the pupil
reacts to various stimuli
● Where do we look? What do we ignore? When do we blink?
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Interpreting eye tracking data
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• Analyse visual path of consumers
• Each eye data observation is translated into a set of pixel coordinates.
• Presence or absence of eye data points in different screen areas can be examined;
• which features are seen• when it captures the consumers attention• what was overlooked
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3. Neuroscience – Brain Scanning
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● Unveiling the brain’s inner secrets; assessing the nooks and crannies of the subconscious
● Device picks up electrical waves from the brainas they relate to emotion, memory and attention from specific areas of the brain
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3. Brain Scanning - Applications
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Product development
Ad test
Corporate identity
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3. Neuroscience – Facial Imaging
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● Artificial intelligence detects facial muscles
● 143 micro facial movements. Machine learning system is used to decode facial behaviour
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3. Facial Imaging - Application
Page 14Courtesy from: nViso SA / Gordon & McCallum
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4. Mobile
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● Passive data capture
● Behavioural data without asking questions
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4. Mobile – right conditions
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Hardware & Software
Network Connectivity
SocialisationMobile
CentricityMobile
Penetration
Mobile Research EcoSystem
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4. Mobile – increasing use of phones as 1st screen
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Marketing research – the REALITY
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Most MR spending is still on existing methodologies and techniques Most MR spending is still on existing methodologies and techniques
WHAT’S HOLDING UP
CLIENTS
1. Legitimate concerns
2. Tolerance level of risk culture
3. Budgetary mindset
MR AGENCIES
1. “Crossing the chasm”
2. Inherent methodology
3. Right talent
4. CAPEX
TECHNOLOGY
1. Limited providers
2. Technologyonly
Chief Info.
NEW DOMAIN
1. Big data skills
2. Synthesis
3. Chief Info. Officer?
BUZZ WORDS?
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Marketing research – emerging REALITY
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Venture Capitalist Investments in 2011
Source: Cambiar Capital Funding
Mobile ResearchUS$53 million
Online Ad MeasurementUS$46 million
Passive MethodsUS$26 million
Online CommunitiesUS$20 million
Digital Marketing MeasurementUS$20 million
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Mitigating the risk in marketing research
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• Clear sets of objectives
• Appoint the right research agency
• Ensure QC’s checks are in place
• Monitor fieldwork and timelines
• Ensure clear deliverables
• Get involve in the analysis and findings
Pro-Active Approach Value Adding Approach
• Focus is on business & marketing decisions
• Working with the selected research agency
• Own MR domain skills
• Research that inspires action
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New marketing metrics
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Source: Chief Marketer, 2011 Interactive Marketing Survey; May, 2011
� Is your MR budget consistent with this trend?
� Is your MR budget derived as a % of marketing expense?
� Is your MR budget consistent with this trend?
� Is your MR budget derived as a % of marketing expense?