market researchers a vanishing...

Market ResearchersA Vanishing

Species?

Joan M. LewisJune, 2016

Joan M. LewisIIeX – June, 2016

Research, 1990

Defined Questions . . .

• Answered by specific Research Projects

• Conducted by professional Researchers

• With results in 6 - 12 weeks

• To aid decisions in 6 - 12 weeks

Joan M. LewisIIeX – June, 2016

Research, 2016

Integrated Questions . . .

• Addressed with a variety of learning tools

• Conducted by Researchers, Data Scientists, Marketers, Psychologists, Ethnographers, Sales Personnel . . .

• With results yesterday, if possible

• To aid decisions happening now

Joan M. LewisIIeX – June, 2016

Market Researcher

Expert in research methods, test design, representativity, questionnaire design, cross-tabs, focus group moderation.

Goal

Reliability; approximating reality in a repeatable way. Did the research turn out as planned?

Industry Purpose

Consumer-based answers to fuel growth

Market Researcher

Expert in human thought and behavior; guide for how to learn about people.

Goal

Validity; answering the current set of questions with as much insight as possible. Are the results useful?

Industry Purpose

Excellence in research

20161990

Joan M. LewisIIeX – June, 2016

“ ________________ agrees that these conclusions are technically correct and consistent with the findings.”

This is what we learned and what we think youshould do in your unique business situation.

Joan M. LewisIIeX – June, 2016

Social Listening

Concept and Use TestsPhoto Analysis

Panels for Micro-Tasks

Location-Based Data

Crowd Sourcing

Behavioral Economics

Gamification

Virtual Reality

Cognitive Science Neuroscience

Neuromarketing

Share Data

Survey Research

Facial Expression Analysis

Big Data

Predictive Markets

Online Communities

Sensors

Text Analytics

EEG

Galvanic Skin Response

Pulse Rate, Pupil Dilation

Video Analysis

Google Analytics Facebook Analytics

DIY Research

Micro-Surveys

Eye Tracking

Copy Tests

Webcams

Blind Product Tests

1-on-1 Interviews

Focus Groups

Mobile Ethnography Pop-Up Communities Wearables

Household Panel Data

Shopper Receipt Data

Clickstream Data

Joan M. LewisIIeX – June, 2016

Joan M. LewisIIeX – June, 2016

Good Research

• Hypothesis about the market

• Good questions, defined clearly

• Analyses grounded in the context of the business

… now with technology

• Faster

• Better

• More Complete and Actionable

Joan M. LewisIIeX – June, 2016

Joan M. LewisIIeX – June, 2016

Extremely Satisfied

Satisfied Neutral Unsatisfied Extremely Unsatisfied

Joan M. LewisIIeX – June, 2016

Joan M. LewisIIeX – June, 2016

Implicit Identity Mapping®

Hate It Don’t Like It Neutral Like It Love It

✔

1 2 3 4 5

Joan M. LewisIIeX – June, 2016

Joan M. LewisIIeX – June, 2016

Joan M. LewisIIeX – June, 2016

Extinction or Evolution?

Excellence in Research

Consumer-Based Answers to Fuel Growth

Joan M. LewisIIeX – June, 2016

Joan M. LewisIIeX – June, 2016

Joan M. LewisIIeX – June, 2016

“While there is an over-abundance of consumer data and analytics, marketers have yet to master what meteorologists and economists do best: funnel this multiplicity of data into actionable insights to reliably anticipate and predict what’s ahead and then prepare for it.”

CMO Council Study, January 2016

Joan M. LewisIIeX – June, 2016

Doc Smelser Research Today Emerging Research

Outcomes • Many good outcomes

• Limited by the individual’s knowledge/experience

• Many good outcomes

• Lots of testing

• Lots of contact points

• Lots of customer-driven interest

• Good outcomes, based on careful selection of tools

• Visibility of poor outcomes, so able to improve

• Focus on the “so what”

CustomerExperience

• Often great!

• Highly tailored and trusted

• Mixed

• Complex, hard to get to a big picture

• Sub-optimized vs. potential

• Great!

• Highly informed customers,guided by professionals

• Synthesized view across specialties.

Practitioners • Generalists

• Drawing on experience

• Generalists sometimes feeling disconnected and uninformed

• Many super-specialists,perhaps competing

• Synthesizers and integrativethinkers

• PLUS important specialists in a network

Joan M. LewisIIeX – June, 2016

Country DoctorsWith little or no technology

Medical Care TodayWith exploding technology

Emerging Medical CareHarnessing technology

Outcomes • Many good outcomes

• Limited by the individual’s knowledge/experience

• Many good outcomes

• Lots of testing

• Lots of contact points

• Lots of customer-driven interest

• Good outcomes, based on careful selection of tools

• Visibility of poor outcomes, so able to improve

• Focus on the “so what”

CustomerExperience

• Often great!

• Highly tailored and trusted

• Mixed

• Complex, hard to get to a big picture

• Sub-optimized vs. potential

• Great!

• Highly informed customers,guided by professionals

• Synthesized view across specialties.

Practitioners • Generalists

• Drawing on experience

• Generalists sometimes feeling disconnected and uninformed

• Many super-specialists,perhaps competing

• Synthesizers and integrativethinkers

• PLUS important specialists in a network

Joan M. LewisIIeX – June, 2016

Joan M. LewisIIeX – June, 2016

Market ResearchersA Vanishing

Species?

Joan M. LewisJune, 2016

Joan M. LewisIIeX – June, 2016