Research Must Change March 2011

RESEARCH MUST CHANGE

Stan SthanunathanVice President – Marketing Strategy & Insights

March 2011

WHAT ARE CEOs THINKING?

GLOBAL CEO STUDY 2010–CAPITALIZING ON COMPLEXITY

Source: IBM CEO Study 2010

Embrace ambiguity Take risks Forget “Tried-and-True”

EMBODY CREATIVE LEADERSHIP

Honor your customers Stay in sync with customers Profit from information

REINVENT CUSTOMER RELATIONSHIPS

Simplify Manage systemic complexity Be Fast and flexible Go “Glocal”

BUILD OPERATING DEXTERITY

QUESTIONS FOR US

What are the implications of

operating dexterity?

How does creative leadership in

insights look like?

What are the implications of

reinventing consumer

relationships?

BUSINESS “AS USUAL” is not an option

OUR ROLE…Provide provocation and inspiration that drive transformation and actions that generate growth

Using the past to predict the future will result in anemic growth…

TRANSFORMATIONAL GROWTH calls for dreaming about the future and taking stakeholders there

TECHNOLOGY CHANGES AT AN ACCELERATED PACEWe need to be ahead of the curve.

“Fine-Tuning” is NOT an option

Following the change as quickly as possible

Providing insights

Quantifying the expected

Leveraging “what we know”

Focus on technical challenges & better mousetraps!

Helping companies to shape the change

Provoking transformation

Listening for the unexpected

Seeking “what we don’t know” & “how to know what we don’t know”

Focus on ROI, better execution & value creation

IT IS NOT ABOUT:

IT IS ABOUT:

INSPIRE

Helping companies to shape the change

Provoking transformation

Listening for the unexpected

Seeking “what we don’t know” & “how to know what we don’t know”

IT IS ABOUT:How do we know where the puck is going?

What type of skill set and people do we need to bring the inconvenient truth to the table?

How do we train ourselves for listening for the unexpected?

How do we think about new tools and approaches to listen for the unexpected and generate provocation?

EXECUTE

What are the business drivers?

What do we need to do to drive business drivers?

What are the leading metrics?

How do we transformationally improve ROI?

Focus on ROI, better execution & value creation

IT IS ABOUT:

OUR ESTEEMED PANELJoe Tripodi

Eric Salama

Joan Lewis

Kevin Lane Keller

EVP & Chief Marketing & Commercial Officer, The Coca-Cola Company

Chairman and CEO, Kantar

Officer, Global Consumer & Market Knowledge, The Procter & Gamble Company

Professor of Marketing, Tuck School of Business, Dartmouth College

THANKYOU