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March, 2008 Presented by Mark Berry CMAG

Converging Influences Impacting Supplier Innovation… How Technology is Advancing the Art and Science of Customer Panels. March, 2008 Presented by Mark Berry CMAG. Influences Impacting Supplier Innovation & Technology Development. Strategic Collapse of the Middle.

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March, 2008 Presented by Mark Berry CMAG

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  1. Converging Influences Impacting Supplier Innovation…How Technology is Advancing the Art and Science of Customer Panels March, 2008 Presented by Mark Berry CMAG

  2. Influences Impacting Supplier Innovation & Technology Development Strategic Collapse of the Middle What Large Suppliers Have Focused on… What Clients Need ConvergingInfluences An Industry Questioning the Basics The Pace of Change in Marketing Respondent Engagement

  3. The Strategic Collapse of the MiddleValue Migrates to the Extremes Client & Shareholder Value Low Cost/Speed Specialization/Focus When the strategic middle collapses value migrates to the extremes. Companies are rewarded for focus and specialization on the one end and low costs and efficiency on the other…Companies most at risk are those caught in the middle…

  4. What Have Large Players Been Focusing On? • Acquisitions • Global Integration • Operational Efficiencies

  5. An Industry Questioning the Basics…

  6. Burke Panel Quality R&D (35%) Number of Online Surveys Taken In Past 30 Days – Percent Claiming 10 or More Online Surveys Source: Burke R&D, 2006 & 2007

  7. Burke Panel Quality R&D • Claimed product usage • Blood Glucose Monitors – 13% • Pet Health Insurance – 7.8% • Both – 2.5% • 13% took the survey in 12 minutes or less • Failure rate of the “select 2” test was 21% Incidence of undesirables was 14%

  8. How Did We Get Here? Change… Tremendous amount of validation done inthe beginning… Changes from 5 years ago Mass recruiting Consumers expect to be rewarded! The advent of incentives Lots of companies doing it Financial pressures Clients have changed too Little done after initial few years of validation

  9. Industry Initiatives ARF On-line Research Quality Council (ORQC) CASRO ESOMAR ISO 20252 Standards Endless Other Conferences Client Validations *ISO – International Organization for Standards *CASRO – Council for American Survey Research Organizations

  10. On-line Research Quality Council (ORQC)

  11. Operating System for the Panel Industry? Optimus™ is a filtering system for market research that uses new patent-pending technology to digitally fingerprint and manage respondents.

  12. Influences Impacting Supplier Innovation & Technology Development Strategic Collapse of the Middle What Large Suppliers Have Focused on… What Clients Need ConvergingInfluences An Industry Questioning the Basics The Pace of Change in Marketing Respondent Engagement

  13. ‘90s Automated Phone Interviews ‘00s Online Surveys ‘50s PersonalInterviews ‘60sTelephone Interviews ‘70s DirectMailSurveys ‘80s Mall Surveys Future of Data Collection – Respondent Engagement ?

  14. Respondent Engagement Will Be Crucial We will shift away from using traditional data collection methodologies in isolation and provide respondents with options for engagement that suite their requirements and individual environments.

  15. What Clients Need… Faster, better decisions! InformationTransfer ClientValue • Ongoing • Integrated • Strategic at many levels • Includes performance measurement DataEconomics • Episodic • Routine • Commoditized • Componentized Marketing Efficiency High Impact Low Impact To grow profits the market research industry will be challenged to migrate its core assets to the high impact/high efficiency space…

  16. The Dramatic Changes in Marketing Will Drive Innovation & Technology in Research… • TV • Phone • Traditional Internet • Mobile • Instant Messaging • Social Networks • Location Based • Etc.

  17. Proprietary Panels – Present & Future • Using Standard Interactive Panel Conventions • Panels Reinvented • The Future – Integrated “Research & Marketing Performance” Systems

  18. Why Should Panels be Reinvented? Consumers… Are harder to reach Changing faster Are increasingly situational Demanding more Moving to different communicaiton, socialization & advertising platforms Clients Want… Answers faster - globally Integration with other data sources Unique insights To innovate more & faster

  19. Successful consumer-driven innovations and breakthrough insights rarely come in the form of “the big idea”… Rather, they come by driving a constant and incremental improvement in understanding of what creates value for the consumer The Premise… 19

  20. A proprietary system for flexible, continuous and immediate consumer interactions – primarily qualitative GIANT FOCUS GROUPS MODERATED BULLETIN BOARD DISCUSSIONS DIGITAL ETHNOGRAPHY IN-HOME WEBCAM INTERVIEWS QUICK DECISIONS ONLINE SURVEYS AND TESTS QUICK QUAL ONLINE FOCUS GROUPS IMMEDIATE RESPONSE MMS/SMS SURVEYS & TASKS GETTING DEEPER CREATIVE & INSIGHT WORKSHOPS TRACKING DIARIES, PROCESS & MARKET TRACKING 21

  21. PROJECT PROCESS Research should be dynamic,changing along with consumers QUESTIONS CONVERSATIONS You need a true dialougue over time in order to gain insight and understanding. FIXED FLEXIBLE Let your insight needs decide methodology. Speed, flexibility, cost efficiency, borderless and time-saving. FROM TO 22

  22. What can I learn from the core customers of my competitiors? Can I truly involve consumers in the innovation process as co-creators? What’s the effect of innovation and new features in driving category interest? How do our customers talk about our brands with friends? How involved are people with our products over time?

  23. Information & Research From Three Directions You Initiated by you (Research) Consumer-Initiated (Feedback, ideas, market intelligence) Consumer Consumer Peer-to-peer (Word-of-mouth) • Consumer insight • Early warning on trends and competitors • Voice of the consumer in Innovation • Word-of-mouth • Testlab 24

  24. A Wide Range of Research Objectives and Business Applications Can Be Addressed Marketing Retail Communication Perception and position Product usageNeeds and benefits Category driversPreferences and decisions Unmet needs Unsolved problems andnew opportunities Market making Productdevelopment

  25. Benefits of Proprietary Interactive Panels To Clients: Truly global: Set up panel anywhere anytime and bring them all together at your desktop Fast and flexible…no methodological limitations. Cost effective: Less expensive than doing large-scale work Always on Current…guarantees fresh insight at all times You can get closer by visiting consumers in their home or talking to them as decisions are made To Respondents Participate on their own terms, own time, from home – in a fun way A sense of actually being listened to, being important Get feedback on results Rewards and incentives 26

  26. Three Kinds of Proprietary Panels • Using Standard Interactive Panel Conventions • Panels Reinvented • The Future – Integrated “Marketing Performance Systems”

  27. “Optimized” Industry Panel for Custom Research Manufacturer “Product” Experience Retail Shopping Experience & Loyalty What People Buy Proprietary IndustryPlatform Components ConsumerConnection Customer Experience Shopper Experience All-ChannelPurchasing

  28. Shift from Claimed to Actual Usage or Purchasing Behavior Loyalty cards Memory cards Smart cards Embedded payment technology in phones Etc.

  29. Touch Point Experience Purchasing/Volume Analysis Customer or Product Satisfaction BrandEquity Attitudinal Segmentation Advertising Optimization Geodemographic Segmentation Today, Most Companies Are Ill-equipped to Transform Customer Data into a Consistent Consumer Profile…

  30. What’s Required?An On-going, Integrated Platform That Delivers: • What consumers think • Their defining values & needs • How they behave • How to reach them • How you are performing against them Behave & React Think & Experience

  31. How Might This Work? Creation of a Digital Consumer Nerve Center Customers &Non-Customers ProprietaryPanel Attitudinal – Behavioral Segmentation Platform Behavioral Data CustomerFile Marketing Events Attitudes(Survey Execution) -Category Product Usage-Shopping Styles-Experience/Loyalty Digital Consumer Nerve Center CRMSystems

  32. 18 – 34w/kids 18-34no kids 35 – 54w/kids 35 – 54no kids Techno-wannabe 135 105 123 93 Techno-phile 99 100 117 85 Techno-follower 92 87 92 81 Attitudinal – Behavioral Segmentation Platform DemographicsIncome ~ Age ~Children Digital Consumer Nerve Center Behaviors Lifetime ValueUsage & SatisfactionCategory BehaviorAdvertising PreferencesCategory Purchases Attitudes/Needs TechnophileTechno FollowerTechno AspirantTech Challenged View of the Customer is Multi-Dimensional Including Behaviors, Attitudes/Needs & Demographics

  33. A Behavioral/Attitudinal Platform Becomes the Filter Through Which the Consumer is Viewed Strategy & Target Development Execution Performance Assessment

  34. The Future Generation of Panel Services Will… • Be less episodic • Integrate previously disparate components • Include behavioral or usage data • Be more fully integrated into on-going marketing and performance systems • Deliver a much deeper understanding of consumer targets • Lead to great efficiency gains Thank You!

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