mrmw 2014: scenarios and strategies for the future of market research
DESCRIPTION
The Market Research in the Mobile World conference kicked off on May 27th 2014 with interactive workshops that got client-side and supplier-side researchers together to solve for real-world needs. We facilitated a session that sought to articulate the real, core challenges the Market Research industry faces, and then build actionable industry strategies relevant to both vendor and client side organizations. A focus at the business model level helped the session move higher up on the ladder above the “new method” space that the industry so often stays at. The workshop provided both stimuli and structure for coming up with innovative business model solutions.TRANSCRIPT
thegaragegroup.com
MRMW 2014Scenarios and Strategies for the Future of Market Research
Create integrated solutions !"# MR v$%&'r( & )*+$%# )'’( )"% "&'p#
to enable sustainable innovation that drives the industry ahead.
2:30-2:40 Kick-off
2:40-2:55 Warm-up: Innovation Barriers
2:55-3:30 Panel Inspiration3:30-3:55 Analogs
3:55-4:00 Introduce Exercise/Templates
4:00-4:30 Analog Application
4:30-4:50 Table Reco Development
4:50-5:20 Share & Application
Agenda
What are some barriers/challenges for why we, as an industry, don’t innovate in a faster,
more agile way?
Panel Inspiration
CoreBusiness
Model
Organizational Models
Culture
Tools & Processes
MeasuresCompetencies
Growth Strategy
I%%'v"#+'% ECOSYSTEM
Tools & Process: Does the company have a defined set of processes,
backed by the right tools, to develop and launch new ideas?
Growth Strategy: Does the organization have a relevant, aligned growth strategy that
strengthens and expands the core business?
Organizational Models: Does the company have the right types and
mix of organizational models in place to enable the successful execution of growth initiatives?
Competencies: Are the behaviors and mindsets necessary for sustained growth actively assessed, developed and
rewarded across the organization?
Measures: Is there an aligned set of measures and a tracking system in
place to track progress against sustainable growth?
Culture: Does the organization have a culture that demands and
enables sustained growth?
Core Business Model: Does the organization have a clear, relevant and differentiated core business
model?
Analog Inspiration
A!"#$% = Modelthat we want to reapply
Where a Similar Challenge
Was Solved
Psychedelic Tuna ©
,%"*'-( for the Market Research Industry6
P"r#%$r+%- with Startups 1
Heisenberg Media ©
Mondelez Mobile Futures
Mondelez ©
MastercardIsraeli Fintech Start-ups
Heisenberg Media ©
UnileverFoundry Program
CintrifuseLEAP: Linking Entrepreneurs & Pilots
S$##+%- Proactive Innovation Portfolios & Priorities 2
Warc ©
Now70%
New20%
Next10%
Walmart Marketing Innovation Portfolio Allocation
Coca-ColaMarketing Innovation Portfolio Allocation
Low Risk, Bread & Butter70% of Communications Spend
= <50% of hours
What we know works
well20%
New Ideas10%
MondelezInvesting to be Top Mobile Marketer
"We are planning to invest 10% of our global marketing budget in mobile activations and channels across the entire consumer journey. Our goal is to become one of the top mobile marketers in the world.”
Bonin Bough VP of Global Media & Consumer Engagement
Mondelez International
Mondelez ©
L$v$r"-+%- Design Thinking 3
L$"r%+%- From How Startups Innovate 4
Betsy Weber ©
Startup Weekend
bayerberg ©
Startup Bus
John Fischer ©
Accelerators & incubators The Brandery
otrmatters ©
hubs 1871 & Cintrifuse
1871 ©
Op$%+%- Up the Innovation Process5
Campbell’sHack The Kitchen
Campbell’s ©
LeathermanFree Range PDX
Leatherman ©
HeinekenIdeas Brewery
Heineken ©
Video
E.p$r+/$%#+%- and D$v$*'p+%- via Labs6
Nordstrom ©
NordstromInnovation Lab
Jeff Blucher ©
Video
World’s firstInnovation Lab In The Sky
British Airways ©
Each table assigned an analog/approach...
In your organization, what needs to be true in at least 4 areas of the
ecosystem to enable you to adopt/apply this approach?
Compare responses across your table.
Application
Each team will share:
Why should we adopt this approach?How would it work?
What would the impact be?
Reco
Growth Strategy
Competencies Measures Culture
Tools & Processes
Core Business Model
Growth Strategy Organizational Models
for Analog Category:
I%%'v"#+'% ECOSYSTEM In your organization, what needs to be true in at least 4 areas of the ecosystem to enable you to adopt/apply
this approach?
Growth Strategy
Risks/Barriers Key Enablers
Benefits to the Industry
Benefits to Researchers’ Careers
Business Challenges We Could Address
for Analog Category:
T"b*$ Reco Development Why and how would organizations want to adopt/apply this approach?
As you listen to the recos:
Identify 3 ideas you’re going to take back to your company.
Tweet out at least one of your ideas
Apply
P$r('%"* Application
Growth Strategy
Competencies Measures Culture
Tools & Processes
Core Business Model
Growth Strategy Organizational Models
As you listen to the recos:
- Identify 3 ideas you’re going to take back to
your company- Tweet out at least one
of your ideas
Notes
