Transformation:

Where Market Research Is Headed & How We Can Thrive In A Changing World

Leonard Murphy

Editor & Senior Partner

GreenBook / Gen2 Advisors

Market Research Suppliers

New competitors:

Marketing Agencies, BI

Tech, DIY, SM

Client demands:

ROI, Integration, Implications & Outcomes

Consumers: Engagement, Socialization, Fun, Rewards

Technology: SM, Mobile, Converged

Lifestyle

Economics: Cheaper,

Faster, Better

Human Capital:

Changing skill sets

Th

e D

rive

rs o

f Ch

an

ge

Th

e N

ew

So

cia

l Pa

rad

igm

An

yo

ne

An

yp

lac

e A

ny

time

La

tin A

me

rica

Mo

bile

Us

es

La

tin A

me

rica

So

cia

l Me

dia

Big

Da

ta Is

Big

Bu

sin

es

s

An

Ind

us

try in

Tra

ns

ition

Traditional Model

•Data ponds

•Methodological rigor

•Objective Reporting

•Low touch

•Production models

•Slow to adapt to technology

•Process vs. People

•Market focus

Transition Model

•Data Rivers

•Methodologically curious

•Narratives & Implications

•High touch

•Deep partnerships

•Embracing technology

•People vs. Process

•Regional focus

Emerging Model

•Data Oceans

•Methodologically agnostic

•Narratives, Implications & Outcomes

•High touch

• Integration with client orgs

•Leading technology

•People-driven

•Glocal focus

Ne

w M

eth

od

s U

se

d In

20

11

Note: Among research buyers (n=149) and research suppliers (n=669).

Pla

nn

ed

20

12

Me

tho

d U

sa

ge

Note: Among research buyers (n=149) and research suppliers (n=669).

Quant Qual

AnalyticsConsulting

Th

e N

ew

Co

mp

etitiv

e S

et

Defin

ing

Th

e F

utu

re

Pre

dic

tion

s fo

r MR

by

20

15

• Short

• Dynamic

• Adaptive

• Targeted

• Integrated

Surveys get smart:

• Storytelling

• Connecting the dots

• Providing context

Qualitative plays connect the dots:

• Emotional Measurement

• Neuropsychological models

• Behavioral understanding

Once more, with feeling:

• Insights Providers

• Google, Salesforce, Facebook, IBM, Adobe, Yahoo, HP or Zynga

Google gobbles up data collection:

• Beyond Sentiment

• Emotional valance

• Mass efficiencies

• Big Data Driven

• Unstructured

Text Analytics reads between the lines:

• P&G, Coke, Unilever, etc..

• Reject Business As Usual

• New players

• Value Creation

Brands put their money where their mouth is:

• Global reach

• Local focus

• The virtual hometown

• New tribalism

Going glocal:

• Sci Fi becomes Sci Fact

• Psychohistory and Minority Report

• Google, IBM, Palantir, Decooda

Big Data = big bucks:

• SoLoMo

• Personal Tech

• Evolutionary

• Convergence

Mobile, mobile, mobile:

• Client needs

• TechnoSocialTends

• Business models

• Competitors

• Understanding

Research is redefined:

Pre

dic

tion

s fo

r MR

in 2

01

5

Th

e G

oa

l: Min

ority

Re

po

rt http://www.youtube.com/watch?v=oBaiKsYUdvg

1. Client Needs & Expectations 2. People Skills and Capabilities

4. Process 3. Technology Enablers

Tra

ns

form

atio

na

l Th

ink

ing

Wh

at C

lien

ts W

an

t

The Researcher

of Today

The Researcher

of Today

The Researcher

of the Future

The Researcher

of the Future

Th

e S

kills

Fo

r Su

ccess

Fu

ture

MR

Pro

file

ANTHROPOLOGIST

FUTURIST

JOURNALIST

CONSULTANT

ANALYST

STRATEGIST

De

finin

g A

pp

roa

ch

es

Behavioral Economics

Predictive Analytics

Neuroscience

Text Analytics

Tria

ng

ula

ting

for S

uccess

Business Need• Data driven economy

• Behavioral insights

• Consumer engagement

Innovation• Fund experimentation

• Embrace evolving models

• Look for cross discipline connections

Value Proposition• Keepers of insight

• Voice of the expressed & unspoken consumer need

• Drivers of change

Data Synthesis

Measurable Client ROI

Innovative Approaches

Leading-edge

Technology

Curious & Creative

Delivering Impact

Strategic Insight

Consulting

Cre

atin

g a

New

Vis

ion

Thank You!

Leonard Murphy

www.greenbookblog.org

www.gen2advisors.com

Twitter: LennyismSkype: lennymurphyrhr