What is innovation in Market Research - with Lenny Murphy & Ray Poynter

What is MR Innovation?Lenny Murphy & Ray Poynter, June 2015

What is MR Innovation?

With Lenny Murphy& Ray Poynter

5 June 2015

#NewMR 2015 Corporate Sponsors

#NewMR 2015 Supporters

Schlesinger AssociatesKeen as MustardRay Poynter

Lenny MurphyGreenBook

& IIeX


Agenda

An Overview – Lenny Murphy

Countries and Perceptions – Ray Poynter

The Future – Lenny Murphy

Q & A


The Dynamics Of Innovation

Price & Speed• Technology• Business Model• New Thinking

Impact• Service• Business Need• Value Creation


100 150 200 250 300 3500

2

4

6

8

10

12

14

16

Context

Method

Platform

Research Issue

Ubiquity

Awareness

Diff

eren

tiato

rs

Key Market Differentiators are around a specific contextual framework such as behavioral, rational, culture, trends

Companies that focus on spe-cialization in specific research issues or verticals (ideation, NPD, testing, etc..)

The BIG global players, differ-entiated by their scale of ser-vices and reach

Players that are focused on specific methods such as online qual, micro surveys, analytics, communities, etc…

Tech driven platforms that sell to both clients and sup-pliers and can be used to help answer a variety of re-search issues across multiple verticals

Innovation Segments In Market Research

What is MR Innovation?Lenny Murphy & Ray Poynter, June 2015 5

Incremental Innovation In Qual/Quant Tech

Qualitative

Brick & Mortar Facilities

Still the dominant method in

Qual

Schlesinger, Fieldwork,

20/20, L&E are still major

market players.

Online Qual Platforms

Effectively Virtual

Meeting systems with

additional tools added in, they have yet to usurp Face-

to-Face

Civicom, iTracks, 20/20

and a plethora of others.

MROCs/Social Platforms

The merger of social networks & panels with qualitative research:

always on, iterative, flexible.

Service driven: Vision Critical, Communispac

e, Insites

Watch for G+, Facebook, LinkedIn to

create variants

Integrated Platforms

Quant & Qual combos.

Surveys, focus groups, MROCs

and more all linked to

create an end-to-end

research solution

Toluna, FocusVision,

Qualtrics,, Vision Critical

Quantitative

Data Collection Platforms

Enable users to develop their own standard surveys and store data. Integration

with related partners via

API

SurveyMonkey, Confirmit,

Kinesis, SurveyGizmo, FocusVision

Integrated Platforms

Sample Plus Data

Collection. Pre-packed

templates for specific

research issues

Toluna, Instant.ly, GCS, Research Now,

Macromill, VisionCritical

IP Enablers

Benefits of Integrated

Platforms plus offer a mix of Pre-packaged

and Customized IP Development

ZappiStore, Qualtrics

Market Place Platforms

Next evolution of the previous 3 phases combined but wrapped around a Market Place model. Agnostic as to who plays, just wants to be where everyone

plays

Pureprofile, Cool Tool

Watch for Salesforce, Facebook, Alibaba, Amazon

Big Enterprise Tech

Infrastructure Integration

Any of the previous groups are

integrated with large enterprise IT platforms, especially

productivity and BI cloud systems

Microsoft, SAP, Cisco, IBM, Google


GRIT Emerging Methods Data


The dichotomy of technology/process driven challenges vs. embracing new methods and analysis to empower insights as an opportunity is clearly a gap that successful companies will need to bridge.

Challenges & Opportunities


Countries and Innovation• Small study in May (N=126)

• Vaguely representative of the #NewMR community

• Raises questions

• Report soonWhat country are you based in? Total

English Speaking Country

English Not 1st

LanguageAPAC (9) 36 18 18The Americas (5) 34 30 4EMEA (16) 56 32 24Total (30) 126 80 46ESOMAR ratio $ 68 58







English Not 1st








English Not 1st



USA and UK lead in Tech Innovation Mentions

USA UK

German

yOth

er

Canad

a

Australi

aJap

an

France

ChinaBraz

ilIta

ly0%

10%20%30%40%50%60%70%80%

Total (n=126) Not English (n=46)

Which of these countries tend to produce the best research technology innovations?


UK & USA Lead New Thinking Mentions

UKUSA

Australi

a

German

yOth

er

Canad

a

France

Japan

ChinaIta

lyBraz

il0%

10%20%30%40%50%60%70%80%


Which of these countries tend to produce the best new research thinking?


USA and UK lead in ‘Best Research’ Mentions

UKUSA

German

y

Australi

aOth

er

Canad

a

France

Japan

Brazil

ChinaIta

ly0%

10%20%30%40%50%60%70%


Which of these countries tend to produce the best market research, i.e. combining quality and usefulness?


Lots of ‘Others’ were mentioned

Especially– Netherlands and Belgium– Scandinavia, e.g. Sweden, Norway, Denmark

Some noted:– It is about people/companies, not countries– Large companies are international, not from

specific countries


So What?

• Let’s test the findings with a more representative and larger sample

• Refining the questions

• Not limiting it to the top 10 countries

• USA/UK strength in producing papers, journals, magazines, events etc seems to be associated with perceived quality in research

• This creates a challenge for other countries/regions

• If the findings are repeated in a better study


BIG DATA: Now

AUTOMATION & AI : Next 18 months

NONCONSCIOUS MEASUREMENT: 18-24 Months

INTERNET OF THINGS : 24 months - 36 months

VIRTUAL & AUGMENTED REALITY: 36 – 48 months

Big Movers Coming Up

The next 48 months will see massive adoption of new data sources and methods to deliver faster, cheaper, and BETTER holistic insights into consumers attitudes and behaviors. Technology will drive this growth.

Investment in these technologies will be important to stay ahead of the curve and competitive with new entrants into the space. .












Science Fiction Or Science Fact? IIeX Companies • Big Data

– Decooda

– John’s Hopkins University

– In4Mation Insights

– AbsoluteData

• AI/Automation– Zappistore

– KnowledgeHound

– AnswerRocket

• Gamification– Data Ga.me

– Upfront Analytics

– eCLabs

• Analytics & Visualization– Infotools

– Juice Analytics

– GoAnimate

– Dapresy

– Affinio

• Mobile Analytics– Squawk

– Fetch Rewards

– Glimpzit

– Ditto

– RealityMine

• Biometrics & Neuroscience– BitBrain

Technology

– NeuroLaunch

– Sentient Decision Science

– EyeSee

• Internet of Things– Predikto

– Vehcon

– Verizon Telematics

• Virtual Reality– LRW

– 20/20

– Merlin

– Pointivo

• 3D Printing– Insights Meta


Thank You!


Q & A

Ray PoynterThe Future Place

Lenny MurphyGreenBook

& IIeX

#NewMR 2015 Corporate Sponsors

#NewMR 2015 Supporters

Schlesinger AssociatesKeen as Mustard

Marketing

What is innovation in Market Research - with Lenny Murphy & Ray Poynter