Live blogging from the #MRIA national conference in Saskatoon, Saskatchewan. Any errors or bad jokes are my own.
Panel Discussion on Global Trends in Marketing Research
Moderator: Greg Rogers, Global Director of Consumer Market Knowledge, Proctor and Gamble
Panelists (via Web Conferencing):
Leonard Murphy, Chief Editor & Principal Consultant at GreenBook, Simon Chadwick, Managing Partner of Cambiar, Ray Poynter, Director of Vision Critical’s University
- Lenny: Change is indeed happening has evidenced by trend data; seeing decline in revenues from the largest companies which means those funds are going to other places likely non-traditional places.
- Simon: The change is technologically enabled, fewer resources but budgets have remained the same, more social media, more predictive analytics, more synthesizing happening. Trackers are being transferred to fully automated systems.
- [kind of hard to hear, sorry for missing portions]
- Some tools get a lot of hype and some are gaining traction
- Three chunks related to big data – been there, done that; what’s upcoming; what the hell is big data
- Mobile is the future, two types – forced to rethink our traditional techniques because of the device being used to access surveys, responders made this decision not the researchers; type 2 is all the great things we can do with mobile like geo and in-the-moment research
- Measuring emotion is becoming important, CMOs are really interested in big data but correlations of big data aren’t everything, customers need emotion and empathy and we need to measure this
- Big data is good around the edges, the margins
- There is so much data with so much value and we probably won’t be able to solve this for another five years
- Privacy is becoming more of an issue particularly in Europe and Canada
- A phone can scan a face, there is an app to scan the facial expression, BeyondVerbal seems to do this
- Big data will soon be emotion data
- Technology is precipitating change in the industry
- Winners will be the big agencies that buy the innovative companies
- Ray suggests that marketing and market research will merge and we will need to figure this out
- Two types of innovative companies – challenging, disrupting companies and then peripheral companies that are new companies from the technology side
- we’re good at analysis but it is different than synthesis, we need to synthesize the stories [oh my goodness, premonition for my pres later today!]
- Find something to be really good at whether it’s ethnography or something else
- Lenny: Are you a marketing researcher or are you in the business of helping people? Use your curiosity to fix things and answer questions. We come across as number crunching accountants.
- Lenny recommends exporting more poutine from Canada :)
- 17 million people added to middle class every year, like adding France every year
- Canadian researchers are up there with the best in the world, and large international presence
- Vision Critical, Hotspex, RIWI innovative companies coming out of Canada
- Canada is more influential globally than australia
- Read more of Ray’s thoughts here: http://newmr.org/dialling-in-to-the-mria-conference-the-shape-of-things-to-come/