the future of the insights industry background ... · 6/14/2017 · the future of the insights...

THE FUTURE OF THE INSIGHTS INDUSTRY

14 June 2017… and beyond

Background

Presentations

Discussion

Audience Q&A

BACKGROUND

Leonie Vorster

SAMRA CEO

www.greenbook.org/grit

THE IDEAL PROJECT


BEST PRACTICES

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TEC

HN

OLO

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PRIORITISATION

SO THEN…

PANELLIST

Mamapudi Nkgadima

African Response MD

PANELLIST

Karin Du Chenne

Kantar CEO

PANELLIST

Henk Pretorius

Columinate CEO


Presentation The Future of the

Insights Industry

Clever. Made simple.

SAMRA June 2017


My


view “The future is already here — it's just not

very evenly distributed.”

William Gibson


Automation Background &

objectives Nonconscious

measures Data fusion

Agenda

1 2 3

B A


Automation



The


trend “We're going to become caretakers for

the robots. That's what the next

generation of work is going to be.”

Gray Scott


The history of automating parts of the MR process

Design

Data

collection

Analysis

Reporting Still mainly a manual

process of designing

methodology, questions and

sample

Offline -> online

By hand -> statistical

software

Drawing -> Manual charting

-> auto-charting


Design

Set up and launch a

study in a few minutes by

choosing the study type

(ad test), sample and

uploading creatives

Time:

5 minutes

End-to-end automation now emerging


Data

collection Data collection is done by

software that scripts a

questionnaire, sends

invites to a sample and

manages quotas and

screeners.

Time:

< 1 day



Analysis

Reporting Automated with

interactive options

Automated, including a

report narrative

Time:

< 20s



Less jobs What will be left for researchers to do?

Higher speed, lower cost, better quality

The main benefits that drive innovation in MR are

enabled through automation

More rigid delivery Will automation flexibly address all insight

challenges or will it lead to rigid forms of

delivery?

Do what humans do better Things like client service, subject matter expertise and

embedding findings within businesses are things humans

will still be better at for the foreseeable future

Challenges vs opportunities


Nonconscious measures



The


trend “Research suggests when it comes to

understanding our feelings, we humans

have an odd mix of low ability and high

confidence.”

Leonard Mlodinow


Conscious,

deliberate

mind

Unconscious,

automatic mind

Surveys

Self report

(quantitative)

Self report

(qualitative

) Focus groups,

interviews

EEG

Neuro

Biometric

Eye-tracking,

GSR, heart rate

Implicit

Priming, implicit

associations

Various nonconscious measures


Implicit associations

activated Exposure to a stimulus Completion of task

Through priming we uncover nonconscious associations:

Quicker response time in correctly sorting the attribute reveals stronger association between the brand and

attribute, while slower response time reveals weaker association.

Brand logo or ‘prime’

flashes

Brand associations

activated nonconsciously

Associations enable faster /

slower completion of sorting task

Priming: where exposure to one stimulus

influences the response to another stimulus


By understanding both implicit and explicit associations, new areas for opportunity, and areas to address are

revealed for your brand (and compared to competitor brands).

Ideally, positive

attributes should

sit in this

quadrant.

Implicit and explicit associations reveal the

true brand image


STRONG WEAK

POSITIVE attribute NEGATIVE attribute

AVERAGE

True associations Implicit

associations

Not associated Explicit

associations

STRONG

WEAK

AVERAGE

‘Brand X’ associations


Lack of expertise Very few research teams have the skills

to implement nonconscious measurement

systems

More complete understanding

The real drivers of behavior are both conscious and

unconscious

Reluctance to change paradigms Conscious self-report methods have been

valuable before and are unlikely to be quickly

replaced

New playbook for strategy Unconscious motivators are an area where strategies

can be forged with new objectives, without solely relying

on conscious associations



Data Fusion


B A C

D


The


trend “ ‘Data! Data! Data!' he cried impatiently.

'I can't make bricks without clay.’ ”

The Adventures of Sherlock Holmes,

by Arthur Conan Doyle


… is an ad tracking solution that combines monitoring and consumer

survey data to provide close to real time feedback on how your ads are

performing in the market. AD360 allows you to adjust your media spend &

strategy for winning ads and to identify ads that are missing the mark.

Integrating ad monitoring and consumer reaction data


Ad ranking by consumer

reaction Amount spent on ad category What’s happening?

Top third

(Average: 68%)

Mid third

(Average: 58%)

Bottom third

(Average: 42%) R68, 9 mil

R36, 7 mil

R67, 9 mil

Just under R70 mil (40% of all spend)

was channelled to ads that did not

create strong positive reactions with

viewers.

Average: mean % positive consumer

reaction. Total of 27 ads, 9 per category.

Source: Ad360 survey data on TV banking ads (September – November 2015)

Data fusion example from banking industry


• Adspend: R1 966 000 (3rd (out of 8) lowest of all FNB ads)

• Emotive impact: 74%

Best performing ad

• Adspend: R31 573 997

• Emotive impact: 36%

Highest spend

Data fusion example from banking industry



Data conflicts What happens when social data says one thing, but

brand survey and sales data something else?

Lacking integrated expertise Different data streams have different skill

requirements which don’t typically exist in MR teams

More extensive understanding

Brands and businesses are complex and are more

likely to be understood through various data sources

than one alone

One-stop insight solutions Clients who currently rely on multiple suppliers can

expect better account expertise if one supplier

understands more of the business’ data


thank you

www.columinate.com

E

T

W

[email protected]

011 782 7246

www.columinate.com

@Columinate


PANELLIST

Mamapudi Nkgadima

African Response MD

WHAT DOES THE FUTURE OF

THE INSIGHTS INDUSTRY HOLD?

By Mamapudi Nkgadima

40

CURRENT

BUSINESS

REALITIES

41

Scope Complexities Expectations

Timelines

Empowered and spoilt for choice

Access to technology

Unlimited opinions through social media

High expectations

South Africa remains diverse a country

Access to vast amount of information

Unlimited opinions from social media

Enabled – big data capturing

Looking for meaning

Integration

Insights

PEOPLE / CUSTOMERS / CONSUMERS

BUSINESSES / CLIENTS

The Researcher role

become more critical than

ever before!

TO REMAIN

RELEVANT

RESEARCHERS NEED

TO

Transform faster

Develop new skill set

Think out of the box

46

TRADITIONAL RESEARCH • Enumeration

• Direct

DIGITAL RESEARCH • Implicit

• Indirect

Interviewer role

Length of surveys

Expensive

Long timelines

Scope

Observation

Context

Value of technology

ETHNOGRAPHIC RESEARCH

• Humanising

• Contextual

Omni channel

Lead times

Less expensive

For digitally enabled

Two way

HYBRID RESEARCH

METHODOLOGIES

REMAIN KEY

Uncover realities

Complete the picture

Tell the stories

Use technology

So what does the future hold

for the insights industry?

49

“INSERT TEXT FOR ROLE OF

THE RESEARCHER DEFINED”

IT IS ALL ABOUT

STRATEGIC IN APPROACH

• Consultancy/Partnership

BE PART OF THE BUSINESS

• Exchange programmes

• Move from us and them

THANK YOU

PANELLIST

Karin Du Chenne

Kantar CEO

The future of our industry

3.16cm

4.75cm

6.34cm

7.93cm

9.52cm

11.11cm

12.70cm

14.29cm

15.87cm

17.00cm

1.00cm 3.70cm 6.40cm 9.10cm 11.80cm 14.50cm 17.20cm 9.90cm 22.60cm 25.30cm 27.99cm 30.69cm 32.85cm 30.16cm 27.46cm 24.76cm 22.07cm 19.37cm 16.67cm 13.98cm 11.28cm 8.59cm 5.89cm 3.19cm

Content Bottom

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Heading Baseline

Left Margin Right Margin

ITS GONNA BE SO GREAT!!!

ITS GONNA BE HUGE!!!

3.16cm

4.75cm

6.34cm

7.93cm

9.52cm

11.11cm

12.70cm

14.29cm

15.87cm

17.00cm


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The industry will just have a different shape but data and insights are

more important than ever for decision making

3.16cm

4.75cm

6.34cm

7.93cm

9.52cm

11.11cm

12.70cm

14.29cm

15.87cm

17.00cm


Content Bottom

Content Top

Heading Baseline


3.16cm

4.75cm

6.34cm

7.93cm

9.52cm

11.11cm

12.70cm

14.29cm

15.87cm

17.00cm


Content Bottom

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Heading Baseline


Please go to kahoot.it

3.16cm

4.75cm

6.34cm

7.93cm

9.52cm

11.11cm

12.70cm

14.29cm

15.87cm

17.00cm


Content Bottom

Content Top

Heading Baseline


3.16cm

4.75cm

6.34cm

7.93cm

9.52cm

11.11cm

12.70cm

14.29cm

15.87cm

17.00cm


Content Bottom

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Heading Baseline


Zero Energy Home Architect Bioengineer organ

designer

Thought Hacker

Neuroscientist

3.16cm

4.75cm

6.34cm

7.93cm

9.52cm

11.11cm

12.70cm

14.29cm

15.87cm

17.00cm


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How we see the industry changing

Data has

become far

bigger and

more

connected

Shift in

demand

towards

integrated,

behaviour

based

insights

Data quality

is not a

hygiene factor

anymore

Worlds of

media,

consultancy

and insights

are

converging

Greater level

of automation

and

technology

enablement

3.16cm

4.75cm

6.34cm

7.93cm

9.52cm

11.11cm

12.70cm

14.29cm

15.87cm

17.00cm


Content Bottom

Content Top

Heading Baseline


The future of insight needs us to offer solutions that are…

Inte

grated

Flexible

Multi

purpose

Fast

Use of multiple data

sources, that can

also be readily

connected to each

other

Can take the

same data for

many

outcomes

Close to real-time

insights as possible

Real

Data that is

based on actual

behaviours

rather than on

recall

3.16cm

4.75cm

6.34cm

7.93cm

9.52cm

11.11cm

12.70cm

14.29cm

15.87cm

17.00cm


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We will all need to be more engaging connected storytellers

3.16cm

4.75cm

6.34cm

7.93cm

9.52cm

11.11cm

12.70cm

14.29cm

15.87cm

17.00cm


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Lets also invest in our own knowledge and self development to

ensure our approaches remain relevant

3.16cm

4.75cm

6.34cm

7.93cm

9.52cm

11.11cm

12.70cm

14.29cm

15.87cm

17.00cm


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So…. lets clean up our act – fewer numbers – more visual – better story telling and

focus on solving business questions to help our clients grow

3.16cm

4.75cm

6.34cm

7.93cm

9.52cm

11.11cm

12.70cm

14.29cm

15.87cm

17.00cm


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Content Top

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All I can say is Lets do this thing! Lets create the future

THE FUTURE OF THE INSIGHTS INDUSTRY

14 June 2017… and beyond

Background

Presentations

Discussion

Audience Q&A

the future of the insights industry background ... · 6/14/2017 · the future of the insights...

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