Riding the Change Wave: Lenny Murphy #Netgain6 #MRIA

netgain mriaWelcome to my #Netgain6 MRIA live blogs. What happens at St. Andrews Conference Centre, gets blogged for all to read about. Each posting is published immediately after the speaker finishes. Any inaccuracies are my own. Any silly comments in [ ] are my own. Enjoy!


Lenny Murphy, Editor-in-Chief of GreenBook Blog and CEO of BrandScan 360

  • Lenny says Canadians are the nicest, most gracious people. [yup, he’s right!]
  • Researchers must become consultants, shift how we define our purpose – consult, synthesize, tell a story, take a stand
  • Drivers of change
  •  New competitors are BI, Tech, DIY, SM – they provide data, a commodity, but they are not researchers
  • Client demands, ROI, integration of data, implications and outcomes,  HOW to sell more stuff
  • Consumers – engagement, socialization, fun, rewards, gaming companies are valued at billions of dollars and changing the face of our culture
  • Technology
  • Economics – cheaper, faster, better
  • Human capital – changing skill sets, other countries like India can fill skill gaps (end of drivers of change)
  • One third of world’s online population is online
  • 6 billion mobile cell subscription – how’s that for representativeness compared to simply online, but can’t do the same kind of research with a five minute survey
  • There are currently 60 mobile apps for surveys
  • 90% of data that exists today was created in the last 2 years
  • Current research model is a production model, data ponds, methodological rigor, objective reporting, low touch, slow to adapt, market focus
  • Transition model is data rivers, curiousity, narratives, high touch, partnerships, embracing technology, people not process, regional focus
  • Future model is data oceans, method agnostic,high touch, integration, leading tech, people-driven, glocal focus
  • Perceived threats – in-house research/DIY, social media isn’t real research, lack of skills to compete with new entrants, research is a low cost commodity [let’s not bash individual DIY companies, let’s bash poor quality research]
  • Opportunities – innovation will save us (flash will save us? no), mobile applications, neuromarketing, social media research, more data to analyze, customer centered solutions, new methodologies
  • Factors for selecting suppliers – listen and understand needs, good relationship, completes on time, familiar with needs – price is not the core driver, WE created the price driven decision
  • From questioning to discussing, from asking to observing, from rational to emotional, from siloed to converged, from quarterly trackers to MROCs
  • Emerging techniques used today – Online communities, social media analytics, eye tracking, mobile surveys, text analystics, webcam interviews,mobile qual, mobile ethnography and all expected to double in use next year
  • Clients are concerned less with methodology and more with how will this method allow me to address my issue and sell more stuff. Don’t sell “we have cati and mobile and web.” Sell “we have solve these problems these ways.”
  • Researchers need to be synthesizers not project managers, need to rewrite job description and reevaluate hiring criteria
  • Need biz knowledge, storytelling skills, consulting skills, ability to synthesize data [storytelling…. hm…. like, a novel…. ]
  • Emerging companies are already hiring in these areas and we need to do so as well, clients are already hiring for these as well
  • We want to hire psychologists, designers, moderators, developers, scientists, idea people not skills people. We need to let our current employees fulfill their potential. Your project manager just might be the most creative person there is.
  • Forecast for MR – phone surveys decline, surveys become shorter, targetted panels highly valued, listening flourishes, research becomes more mobile, more data insights consultants, Google/Amazon pushing into our space, multi-methods/roles/objectives merge as one industry to deliver insight
  • Differentiation does not occur by delivering data, it occurs be redesigning thinking [could not agree more – My company doesn’t sell data and processes, we sell smart thinking]
  • Which companies are most innovative? Brainjuicer first, then Ipsos, Vision Critical, Kantar, Nielsen, GfK, Synovate, itracks, 20/20 research, and Millward Brown – Top 10  (Research Now is #21, Conversition is #30)
  • Top companies sell the image, exude sense of innovation, branding is fab
  • Many other companies on the list aren’t traditional MR companies and they aren’t very big. They are more like agencies solving problems. These tiny companies are becoming top of mind.

One response

  1. Great summary. However, isn’t the presentation contents what we already know? Everyone is talking about we need to do this and that but..HOW?

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