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By: Marissa Rhodes & Bryson Urie

By: Marissa Rhodes & Bryson Urie. “The sea change wrought by the recession is causing researchers to adjust their processes to prove their worth”The

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Page 1: By: Marissa Rhodes & Bryson Urie.  “The sea change wrought by the recession is causing researchers to adjust their processes to prove their worth”The

By: Marissa Rhodes & Bryson Urie

Page 3: By: Marissa Rhodes & Bryson Urie.  “The sea change wrought by the recession is causing researchers to adjust their processes to prove their worth”The

The New Economy

Consumers and businesses changing decision-making and purchasing strategies

The recession- speed and nimbleness

Businesses making more tactical decisions without research

20-35% of a company’s market research budget on strategic research studies

Page 4: By: Marissa Rhodes & Bryson Urie.  “The sea change wrought by the recession is causing researchers to adjust their processes to prove their worth”The

Changes in Demand

Ravi Parmeswar (Managing Director of Global Consumer & Marketplace Insights ) Strategic studies Quarter projections Information and Risk What Gives real competency?

▪ Taking action and making successful game time decisions as you experience it

New world order of thinking Crosses strategic/tactical lines of

research. ▪ Example: Euro client of RSCG ( marketing

agency in Chicago)

Page 5: By: Marissa Rhodes & Bryson Urie.  “The sea change wrought by the recession is causing researchers to adjust their processes to prove their worth”The

New Market

Mounds of historical data research studies that were thought to

be set in stone are being reviewed.▪ Product Positioning▪ Market segmentation ▪ Price elasticity

Projective techniques more acceptable Open-ended, indirect questioning,

word association, and the like Scenario planning

Page 6: By: Marissa Rhodes & Bryson Urie.  “The sea change wrought by the recession is causing researchers to adjust their processes to prove their worth”The

Online Research

Real time insights ▪ Monitoring web chatter ▪ Faster and cheaper▪ Cost and time effective

New observational element-What the new ground floor is

What is the next generation of need?

Page 7: By: Marissa Rhodes & Bryson Urie.  “The sea change wrought by the recession is causing researchers to adjust their processes to prove their worth”The

Online Continued

Jamie Baker-Prewitt (senior VP and director, Burke INC,

Cincinnati)

▪ Balanced approach to online ▪ Social Media ▪ Tracking Firms ▪ Create flexibility

▪ “We need to try things, identify what works, what doesn't and make changes fast. Companies that don’t do this, simply don’t last”

Page 8: By: Marissa Rhodes & Bryson Urie.  “The sea change wrought by the recession is causing researchers to adjust their processes to prove their worth”The

Questions

How relevant is secondary data?

Is it more valuable to do your own research rather than use secondary data?

What type of decision making is more valuable

Strategic Tactical