The World We Have Lost
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In this presentation, Reg Baker discusses old and new Market Research practices, and what we can learn from market research history.
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The World We Have Lost
- 1. The World We Have Lost Reg Baker, Market Research Ins9tute Interna9onal Looking Forward The World We Have Lost Reg Baker Market Research Ins8tute Interna8onal “The farther back you can look, the farther forward you are likely to see.” - falsely attributed to Winston Churchill
- 3. The World We Have Lost Reg Baker, Market Research Ins9tute Interna9onal Looking Forward • Women were not generally married off in their teens. • Most households were not comprised of large extended families. • The peasants did not live perpetually on the edge of starva9on. Why this 8tle?
- 4. The World We Have Lost Reg Baker, Market Research Ins9tute Interna9onal Looking Forward Has the relentless march of technology led to beBer (more accurate) data? 1960s 1970s 1990s 2010s 1980s 2000s 2020s
- 5. The World We Have Lost Reg Baker, Market Research Ins9tute Interna9onal Looking Forward Can research flourish without public confidence in its value? • Declining coopera9on • Lack of confidence in published findings • Lack of trust in promises of confiden9ality
- 6. The World We Have Lost Reg Baker, Market Research Ins9tute Interna9onal Looking Forward Sample quality has been redefined to focus on hygiene rather represen8vity. ”Sample is research’s Achilles’ heel. What started as a slow, downward slide in sample quality is now a race to the bottom, at blistering speed. Unless we quickly course-correct. it is sure to end in a terrible, and potentially fatal, crash.” ---Andrew Grenville
- 7. The World We Have Lost Reg Baker, Market Research Ins9tute Interna9onal Looking Forward Ques8onnaire design has been redefined to focus on UX and engagement rather than measurement accuracy and a clear focus on what we need to know. • Make it mobile first. • Leverage technology. • Use color and graphics • Include game-like features • Ask simple ques9ons. The New Ques9onnaire Design Thinking about any adver9sements (e.g., television commercials, blogs, magazines, online adver9sements, etc.) you have seen in the past month, please select from the list below the brands which you recall seeing. or Which brands have you seen ads for recently?
- 8. The World We Have Lost Reg Baker, Market Research Ins9tute Interna9onal Looking Forward The Gospel of Innova8on • Differen9a9ng on technology rather than data quality or insights • Solu9ons looking for problems • Professional evangelists preaching disrup9on as an end in itself • But low levels of adop9on
- 9. The World We Have Lost Reg Baker, Market Research Ins9tute Interna9onal Looking Forward How do we stay relevant and sustain our industry over the long haul? • Being fast, cheap, and hi-tech but wrong is not the answer. • We need to find ways to reconnect with science in both designed and organic data. • Or develop an en9rely new paradigm? • We need to rehabilitate our image with the public. • We need to take skill development more seriously.