Saving the best for last: 5 interpretations of the future of market research #IIeX #MRX #NewMR 


Live blogged from #IIeX in Amsterdam. Any error, bad jokes, or comments in [] are my own.
How to build your market research business in 2020 by Fleur Evans, Mesh Experience

  • Traditional agencies will be threatened and we will have to adapt to survive
  • Big data is the biggest disruptive change right now, volume of data from diverse sources, must avoid death by data
  • Need to get the people structure right, horizontal is more flexible, need more specialists, need more polymaths to draw everything together
  • Automation increase efficiency and margins
  • Employ people with new skills, data mining, social media listeners, storytelling, client relations
  • Keep some skills consistent, organized, team player, tight deadlines, multi-tasker
  • Greater focus on passive methods of data collection
  • Prioritize passive methods and data mining
  • Embrace neuroscience and biometrics to understand the system 1 brain
  • Take surveys off the pedestal, no longer the main data collection method, and still complementing other methods

Futures Intelligence: Mapping tomorrow’s disrupters today by Yvette Montero Salvatico, Kedge

  • Is it better to know what your competitors are doing now or next, what about what consumers want now vs tomorrow
  • VUCA – volatile, uncertain, complex, ambiguous. We are deal with this. We need a new breed of thinker.
  • Complexity is actually opportunity. 
  • Discover – but acknowledge biases and threats that prevent us from capitalizing on opportunity
  • “There is no reason for any individual to have a computer in their home” – Ken Olsen, very wrong
  • We need to learn to unlearn
  • Look for trends in society, technology, environment, policy, disrupters come from outside your industry
  • Two people in their garage can disrupt your industry
  • Trends don’t exist in isolation, they create patterns
  • Data driven approaches give us a false sense of security 
  • Forecasting vs scenario development
  • The future is about today, not the future. It impacts every action you take. It’s not a once a year activity. Discovery is considering multiple alternative futures.
  • Pull yourself to the future, and pull the future to you
  • Challenge your assumptions – ask why, start from the outside in – listen to people outside your field, think in simultaneous multiples- map out many scenarios, pull yourself to the future 

Insights into the future of marketing research with Kristin Luck on behalf of ESOMAR

  • Key themes – broaden the insights role, data transformation and agility, customer centricity, respondent experience
  • Traditional market is 43 billion USD but the extended market is 65 billion USD
  • New functions and professions are coming into the industry, how do our codes and standards apply to these types of roles
  • There’s so much focus on tools and less on strategic thinking, we need to keep our eyes on this
  • Science data plus art of insight, you must have both
  • New vision – extending insights influence, expanding definitions and codes, be truly global, bring up the next generation of researchers
  • If all conferences are in English, are we truly global [nope!]
  • Insights 20/20 study, 10000 researchers 
  • Code review, need to clarify scope of MR definition, need to simplify the content for global adoption in other languages
  • Working on respondent education and data protection

Copy copy copy: innovations best hack by Mark Earls, HERD

  • [starts by asking everyone to sing a random note]
  • In microseconds, all the voices come together into a nice chord, we don’t know we do it but we mirror the people around us, that’s how we live our lives
  • David Bowie always had new things, new looks, new sounds. USed to take two lines from two of his songs and make a new song,
  • We see invention as important, new ideas, perfect way to solve something.
  • Innovation is more like tree branching
  • Originality is for people with short memories
  • Steve jobs didn’t invent. He made things worked better, copy and make simpler, sexier
  • Facebook was pre existing, zuckerberg didn’t invent it
  • It’s not IF, but HOW you copy
  • Picasso’s drawing of bulls is great example of taking something away until you’re left with only what is absolutely essential
  • Learn from people outside the industry 
  • Gave example of a medical team that copied from a formula 1 racing pit stop – the medical team had a handover issue and the pit stop is exactly the same thing

5 Things insight professionals should do in 2016 by Ray Poynter

  • Mobile first, we need to do ALL of our work on our smartphone, survey data collection, data analysis, report writing, ALL OF IT
  • Spend more time talking to users of research, clients should talk to customers but researchers ALSO need to talk to customers
  • Focus on emotion 
  • Add a specialty, mine is ukulele, Ray’s is rugby, bring what you know into how you do and think about your research
  • You can only go forward or backwards, you can’t stand still
  • Will you be an automation winner or loser?
  • Everything you work with should be automated. Only the brain part can’t be automated.
  • Reports are already automated, whole research reports are fully automated, an automated project will be better than most existing studies. If you want a really AWESOME study, then you need automation.
  • How can I be an automation winner? What skills do I need? Can I listen to clients? Writing reports that make a huge difference is where you can win.
  • Or… Find another occupation🙂
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