Market Researchers A Vanishing Species? Joan M. Lewis June, 2016 Joan M. Lewis IIeX – 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. Lewis IIeX – 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. Lewis IIeX – June, 2016
1990
2016
Market Researcher
Market Researcher
Expert in research methods, test design, representativity, questionnaire design, cross-tabs, focus group moderation.
Expert in human thought and behavior; guide for how to learn about people.
Goal
Goal
Reliability; approximating reality in a repeatable way. Did the research turn out as planned?
Validity; answering the current set of questions with as much insight as possible. Are the results useful?
Industry Purpose
Industry Purpose
Excellence in research
Consumer-based answers to fuel growth Joan M. Lewis IIeX – June, 2016
“ ________________ agrees that these conclusions are technically correct and consistent with the findings.”
This is what we learned and what we think you should do in your unique business situation. Joan M. Lewis IIeX – June, 2016
1-on-1 Interviews
Galvanic Skin Response
Online Communities
Micro-Surveys
Social Listening
Google Analytics
Facebook Analytics
Text Analytics
EEG
Location-Based Data
Household Panel Data
Big Data
Photo Analysis
Concept and Use Tests
Webcams
Focus Groups
Crowd Sourcing
Panels for Micro-Tasks
Facial Expression Analysis
Sensors
Pulse Rate, Pupil Dilation
Virtual Reality
Blind Product Tests
Clickstream Data
Survey Research
Mobile Ethnography
Pop-Up Communities
Wearables
Cognitive Science
Copy Tests
Neuroscience
Share Data
DIY Research
Behavioral Economics
Shopper Receipt Data
Eye Tracking
Gamification
Predictive Markets
Neuromarketing
Video Analysis Joan M. Lewis IIeX – June, 2016
Joan M. Lewis IIeX – 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. Lewis IIeX – June, 2016
Joan M. Lewis IIeX – June, 2016
Extremely Satisfied
Satisfied
Neutral
Unsatisfied
Extremely Unsatisfied
Joan M. Lewis IIeX – June, 2016
Joan M. Lewis IIeX – June, 2016
Implicit Identity Mapping® Hate It
Don’t Like It
Neutral
Like It
Love It ✔
1
2
3
4
5
Joan M. Lewis IIeX – June, 2016
Joan M. Lewis IIeX – June, 2016
Joan M. Lewis IIeX – June, 2016
Extinction or Evolution?
Excellence in Research
Consumer-Based Answers to Fuel Growth Joan M. Lewis IIeX – June, 2016
Joan M. Lewis IIeX – June, 2016
Joan M. Lewis IIeX – 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. Lewis IIeX – June, 2016
Doc Smelser
Research Today
Emerging Research
Outcomes
• Many good outcomes • Limited by the individual’s knowledge/experience
• • • •
Customer Experience
• Often great! • Highly tailored and trusted
• Mixed • Complex, hard to get to a big picture • Sub-optimized vs. potential
• Generalists • Drawing on experience
• Generalists sometimes feeling • Synthesizers and integrative disconnected and uninformed thinkers • Many super-specialists, • PLUS important specialists in perhaps competing a network
Practitioners
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” • Great! • Highly informed customers, guided by professionals • Synthesized view across specialties.
Joan M. Lewis IIeX – June, 2016
Country Doctors
Medical Care Today
Emerging Medical Care
With little or no technology
With exploding technology
Harnessing technology
Outcomes
• Many good outcomes • Limited by the individual’s knowledge/experience
• • • •
Customer Experience
• 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.
• Generalists • Drawing on experience
• Generalists sometimes feeling disconnected and uninformed • Many super-specialists, perhaps competing
• Synthesizers and integrative thinkers • PLUS important specialists in a network
Practitioners
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”
Joan M. Lewis IIeX – June, 2016
Joan M. Lewis IIeX – June, 2016
Market Researchers A Vanishing Species? Joan M. Lewis June, 2016
Joan M IIeX –
