Tag Archives: activating insights

Future of Insights Study Finds Passive Data Deficit

GfK/IIR Industry Study Highlights
Five Research Industry Imperatives
By Marc Dresner, Senior Editor, IIR
Could the last few years
of talk about the Big Data revolution have just been lip service? 
David Krajicek
GfK COO Consumer
Experiences North America David Krajicek stunned the TMRE audience this morning
with the revelation that only about six percent of client-side researchers and
suppliers currently employ passively collected data.
Moreover, 68% said they do not believe they will begin using
passive data collection over the next two years.
But in almost absurdly
stark contrast, one-third of respondents from each respective party said the single most important source of data
for insights creation two years from now will be ‘consumer-specific data
collected passively.’
Krajicek unveiled these
and other key findings from 700 market research clients and suppliers surveyed
for the Future of Insights study by GfK in partnership with IIR (producer of
The Market Research Event) during the opening keynote session of TMRE 2015
The results highlight
significant gaps and disparities in the field of consumer research today that
Krajicek called somewhat worrisome for the future of both the profession and
the industry.

‘While the industry desires
to evolve with the consumer and tap into the scores of behavioral data left
behind by an increasingly plugged-in society,
the ability to
implement these new methodologies is still very much lacking.’
‘While the industry is ambitious in its desire to evolve
with the consumer and tap into the scores of behavioral data left behind by an
increasingly plugged-in society, the ability to implement these new
methodologies is still very much lacking, and the industry is still reliant on
the current modes of data collection,’ Krajicek said.
Based on the
findings, Krajicek reported the industry’s future rests with three ‘C’s”Collection,
Curation and Communication’around which he offered five industry imperatives:
Speed It Up!
‘We need to run‘not walk’and chew gum,’ said Krajicek, pointing to a ‘misalignment’
of priorities between clients and suppliers around speed vs. innovation. ‘Clients
want innovative methodologies, but first they want everything faster,’ he
emphasized. ‘Research providers need to concentrate on speeding up the current
deliverable while they’re developing new tools.’
Focus on Return on Insights
Research clients are three times more
likely than providers to focus on replacing traditional research approaches and
sources, while suppliers tend to think of innovation in incremental terms.
Krajicek noted that what’s missing from the discussion is why we’re innovating.
 ‘At no other time in history have we had
access to the level of information we have today to understand human behavior. Are
we living up to that potential’? Krajicek said. ‘We, as an industry, need to
have a very honest and transparent conversation about the value we’re bringing
bring to the table.’
Help Wanted: Insights Architect
The kinds of competencies required to meet the
demands of the near future are less around data science, analytics and methodological
expertise and more about the ability to ‘connect dots and curate an information
and insight ecosystem,’ said Krajicek.
Passive Data Rising Rapidly
clients and suppliers split almost evenly (about 30% across the board) on what
data source would be most important for insights creation two years from now’passively
collected data or survey data. Krajicek noted that with only 6% of respondents
using the former, we’d be looking at a pretty rapid adoption curve.
Action Through Stories
30% of respondents chose ‘storytelling’ as the greatest competency gap in
research today. Krajicek observed that ”storytelling’ is code for activation’We
are talking about being impactful in our communications, which suggests that
currently research is not impactful enough.’
Krajicek concluded
with a call to the industry and an invitation to continue the discussion. You
can expect to hear more on this initiative moving forward!

Editor’s note: TMRE attendees received a brief summary of
top line findings during Krajicek’s session. Download a copy

Ps. GfK plans to release an in-depth report soon. Stay

Marc Dresner is IIR USA’s sr. editor and special communication project lead. He is the former executive editor of Research Business Report, a publication for the market research and consumer insights industry. He may be reached at mdresner@iirusa.com. Follow him @mdrezz.

Call for Presenters Now Open: The Market Research Event #TMRE15

CALL FOR PRESENTERS: The Market Research Event
Submit your proposal by email to kschram@iirusa.com by Friday January 30, 2015

From: Kelly Schram
Re: The Market Research Event
Date: November 2-4, 2015
Location: Orlando, FL


The Institute for International Research (IIR) is currently seeking presenters for:

November 2-4, 2015 | Orlando, FL

Submissions due by Friday, January 30th. 

NOTE: Presenters are accepted on a rolling basis so early submissions are encouraged.

TMRE is the “World’s Top MR Event” focused on elevating the business impact of insights, designed to empower the researcher to move from insights partner to strategic, consultative leader.

ONLY client-side submissions will be reviewed.  If your company is categorized as a vendor, solutions provider or consultancy, please see below to find out how you can get involved in TMRE. Speakers receive a free pass to attend the event.

We are looking for (in order of priority):

  • Exploration Leaders: Speakers who are willing to literally get “outside the conference walls” and take smaller groups of attendees to local areas to explore/discuss MR/ethnography in action.
  • Interactive Discussions: Excellent facilitators who can give a short presentation and then lead the group in interactive roundtable discussions- with actionable outcomes. 
  • Case Studies: We will only consider NEW case studies that haven’t already been shared at another event or past TMRE event. Suggested topic areas for case studies include:
    • Social Insights: Data Collection, Listening & Analysis
    • Shopper Insights & Analytics
    • Consumer & Market Trends
    • Biometrics & Neuroscience
    • Cross Platform & Digital Insights
    • Marketing & Brand Insights
    • Insight Driven Innovation & Product Development
    • Business to Business Research
    • Data Analytics & Advanced Analytics
    • Innovation in Tools, Techniques & Methodologies
    • Global Insights
    • ROI & Measurement
    • Activating Insights
    • Big Data 
    • Mobile & Technology 
    • Storytelling & Data Visualization
    • What’s Next & The Future 
  • State of the Industry Sessions: Executives who have something new or noteworthy (whitepaper, research report) ready to be released at the time of the event.
  • Debate Sessions: There are always two ways to tackle an insights project. We are looking for two insights executives from the same company- who challenged each other to work differently to find a new solution to a common challenge.

…. AND You Decide: We are VERY happy to consider any type of new format you feel would add value for attendees beyond the traditional case study. So please send us your most exciting ideas, we’d love to hear them!

Submission Guidelines 

Client-side speakers that wish to be considered for the TMRE speaker faculty should send the following information via email to Kelly Schram, Conference Director at kschram@iirusa.com no later than Friday, January 30, 2015. Due to the high volume of responses, only those selected for the program will be notified.

1. Benefit-oriented title of session
2. Summary of session (no more than 100 words)
3. Full contact details for speaker including name, title, company, email, phone and mail
4. Speaker bio

If your submission is selected, portions of your summary will be used to promote your participation in print and online. In an effort to ensure the utmost quality, all final presentations will be subject to review by our content review board prior to the event.

Join The Best In Insights From Around The World: NOVEMBER 2-4, 2015 at Rosen Shingle Creek in Orlando, Florida


Special notices to vendors, solutions provider or consultancies:
This call is limited to client-side presenters. If you are a vendor, consultant, solution provider, or technology provider and would like to speak at TMRE, please contact Jon Saxe at jsaxe@iirusa.com or 646-895-7467 or Liz Hinkis at ehinkis@Iirusa.com or 646-616-7627.

75 Slides

Today’s post comes from TMRE Guest Blogger, Katie Clark. She is also known as @InsightsGal on Twitter and is a client-side market researcher, project manager, and social media maven.  

A resounding theme we heard again and again at #TMRE13 this year was “no more 75-slide decks.”  In many of the sessions we also heard “there needs to be a tailored approach depending on your audience.” 

I know, I know, not earth-shattering insights, but apparently the industry needs to hear this as I saw lots of heads nodding and sheepish looks when those 75-slide deck reports were mentioned. 

As an aside – we’re obviously all crazysmart if a 75-slide report is the easy way out!

But back to the topic. It’s hard not to want to be everything to everyone, and deliver all the data and insights that someone may ever need. But if you aren’t considering your audience and delivering insights in a format that works for them you’re going to lose them…and you both lose out: they don’t ‘get’ your insights and you lose your audience.

We heard several different alternatives to the 75-slide deck at #TMRE13 including: 

-A ‘Top 5 Insights’ mobile-optimized infographic (mentioned by Sarah Ryan of TNS and Ramona Harvey of eBay

-Workshops workshops workshops (mentioned by Kate Pomeroy of Pernod Ricard USA and Dorothy White and Leigh O’Donnell of Mars Petcare

-Inviting the client to take part in the research, and their takeaway is their experience, not a slide deck (mentioned by several speakers

As mentioned above, know your audience (apparently we need reminding of this!) and determine what resonates with the right- or left-brain thinking of your audience. The manner and method that you present your findings to your CFO and his team will (hopefully!) be different than how you would present your findings to your magazine’s editorial team. 

While we’re on the topic of data delivery and reporting, I want to reference a research report that recently came out from Confirmit.   

Confirmit recently released the results of their 9th Annual MR Software Survey in which they noted the findings as ‘one step forward, two steps back’.  Backwards in terms of survey length not conforming quickly enough to mobile and companies’ waning commitment to panel quality.  Forward in terms of new data collection methods.  

However, what caught my eye in the findings was the following:

‘The survey also found another backwards step for MR agencies. They seem reluctant to move away from Microsoft PowerPoint during the reporting phase, in spite of the clear benefits of using digital dashboards, interactive analysis and online static reports. Indeed, there has been a surge in the use of Excel as researchers strive to provide clients with reports that can be manipulated.’

However, in keeping with the ‘know your audience’ theme above, do clients want reports that can be manipulated? Is it really a ‘backward step’ to be using PowerPoint? To me it’s less the tool (I’ve seen good and bad PowerPoints, as have we all) and it’s more delivering what will resonate most with the audience. If the audience finds comfort and familiarity with slides to better ingest insights, then go with that. If your audience is hungry for data they can manipulate themselves, then go with the reports that Confirmit mentions above. 

So, are you keying in to the data delivery needs of your customers, and how are you meeting those needs? Is what you’re providing enough, not enough, or too much/data overload? Make sure you’re asking those questions often and really listening.  

From my perspective, I’m always open to integrating new data delivery methods if they meet my clients’ needs better than what I’m currently using. I’m also completely fine with PowerPoint as long as it’s used well to tell a story.  

More about Katie: Based in Portland, Maine, Katie is the Senior Research Manager at Diversified Business Communications, managing a team of skilled researchers busy gleaning insights for products around the globe. She has worked with companies large and small in industries such as software, seafood, fragrance and entertainment to help companies move their business forward supported by actionable insights derived from market research. She loves to find the story in the numbers and is passionate about bringing the ‘Voice of the Customer’ inside the organization. Active on social media as @InsightsGal, Katie actively tweets and blogs about the market research industry. The opinions expressed here are her own and not those of her employer.

Inspring Action with Market Research

‘All of the great and inspiring leaders of the world all think, act, and communicate in the same way which is the exact opposite as everyone else. It’s called’ the ‘Golden Circle.” – Simon Sinek.
This is the ‘Golden Circle.’

We should be able to explain what it is that we do, and how we did it; those things are easy. Answering they why seems to be a bit more difficult. It’s this aspect, the why, however, is the most important aspect to getting your insights, your work, your vision accepted by those you are conducting the research for. And the why is not profit; that is a consequence of everything else.

People don’t buy what you do; they buy why you do it.

A great example of this is Apple as provided by Simon Sinek. Can you image Apple saying: ‘Here’s a computer. It’s beautiful and easy to use.’ Would you want to buy it? Maybe, but it’s not very inspiring, is it? These couple of sentences are working from the outside of the circle to inside. Instead, Apple works from insight the ‘Golden Circle’ to the outside. For example, they might say: ‘Everything we do, we believe in challenging the status quo; we believe in thinking differently. They way we challenge the status quo is by making our product beautifully designed, simple to use and user friendly. We just happen to make great computers.’
People don’t buy what you do; they buy why you do it.

What does this mean for market researchers?

To inspire action from our research we shouldn’t tell people, leaders, executives, what it is that they should do differently, or what the business could do differently. Instead, they should be inspired by our belief of what the research is telling us. We should find the story, infuse it with
our beliefs, and sell it with inspiration.

People don’t buy what you do; they buy why you do it.

We shouldn’t believe that we do research because it’s needed. We should be doing research because we believe it can make a positive difference for the end-users of our company’s products, services, or ideas. How we do that is with a variety of research techniques that are tailored to
specific needs and specific questions. This is market research.

Not what. Buy why.

Garrett McGuire (@GJMcGuire) is a Consumer Insights Analyst for a major retailer. His areas of focus are advertising research, brand equity, and providing consumer insights for many marketing initiatives. Prior to his current position, he was a graduate student at Michigan State University where he began his blog, “The Journal of a mAD Man,” that explains the theories and methods of advertising.