This is the full slidedeck of our Smartees Workshop on 'the Bright Future of Market Research' (11 February, 2014). The main focus is on how both traditional quantitative and qualitative research can be better, fresher and more contemporary by approaching participants and internal stakeholders differently.
The Bright Future of Market Research Smartees Workshop
1. The Bright Future of
Market Research
This is the full slidedeck of our Smartees
Workshop on ‘the Bright Future of
Market Research’ (11 February, 2014).
The main focus is on how both
traditional quantitative and qualitative
research can be better, fresher and
more contemporary by approaching
participants and internal stakeholders
differently.
3. CONVERSATION STARTERS
Hi, I am ….. and I work as…… @.......... .
When I think about research, I think…
I am here because …
My company uses research when…
I prefer quant over qual because…
I prefer qual over quant because…
15. 3 types of strategic focus (Tracey & Wiersema)
Operational
Excellence
Product
Leadership
Customer
Intimacy
Provide customers with
good, standard products
at low cost
Provide customers with
high quality innovative
products
Provide customers with
personalized products
that exceed
expectations
16. 3 types of strategic focus (Tracey & Wiersema)
Operational
Excellence
Product
Leadership
Customer
Intimacy
Provide customers with
good, standard products
at low cost
Provide customers with
high quality innovative
products
Provide customers with
personalized products
that exceed
expectations
99. Context is a better predictor
of consumer behaviour
100. Task 1: Your breakfast moment
Take a picture when you are heaving breakfast. What are you
having for breakfast and why do you choose this?
Task 1: Your breakfast moment
107. ADDED VALUE OF
Reaction time
IMPLICIT MEASUREMENT
NICHE
NATURAL
These items are not associated with the
given brand by a lot of respondents,
however the reaction time is faster than
average.
These are niche associations often
amongst users with a certain brand
experience.
These items are associated with the
given brand by many respondents and
the reaction time linked to the
association is faster than average.
These are natural and spontaneous
associations.
These items are not associated with the
given brand by a lot of respondents and
if associated the reaction time is below
average.
These items are not linked with brand.
These items are associated with the
given brand by many respondents but
the reaction time is below average.
These are potential associations which
can become natural if the given brand
enhances the communication.
LIMITS
POTENTIAL
% of respondents
139. ‘Online Communities’ become more and
more a true ‘Fusion Research’ tool that
allows for ‘triangulation’ on different
levels. Leading to more valid research
results, fresh inspiration and a deeper
understanding of the issue researched.
Frédéric Gennart / Inter IKEA Systems
151. Design the community
How will your community be setup?
3/ What are your questions & tasks for the
consumers?
• ..
• ..
2/ What’s the main goal of your community?
• ..
• ..
1/ Who will you select (profile, number)?
• ..
• ..
3/ Questions &
tasks
2/ What
1/ Who
152. What could be
the result?
IKEA CASE:
Fusion with Implicit Measurement
155. From good to
great
Focus groups were only giving
a snapshot of reality
Limited time spent with
consumers and a limited portfolio
of research techniques possible
Largely determined by the quality
and experience of the moderator
Internal stakeholders do not follow
sessions that often
157. Evaluation of a method
Doing things
Gaining a higher
Doing things that
faster and more
cost-efficient
quality of data &
were just not
deeper insights
possible before
158. Different country, different story
#1
#2
#3
#4
Reason to
participate
Conversation
guide
Role of the
moderator
Gamification
183. Diffusing research results
should be like getting those small
Magic Boxes from McDonald’s:
blending results, stories and quotes
Carole Lamarque / Linkman
184. Conversations from internal stakeholders
Communication is key!
Proud
company
Conversation
company
Boring
company
Adored
company
Conversations from external stakeholders
199. Head of Research Communities
linkedin.com/in/tomderuyck
tom@insites-consulting.com
@tomderuyck
Ready for a bright future?
www.insites-consulting.com
200. Katia Pallini
Senior Research Innovation Consultant
linkedin.com/in/katiapallini
katia@insites-consulting.com
@KPallini
Ready for a bright future?
www.insites-consulting.com