consumers in a transparent fashion. The people are the heroes now’
it’s key for research teams to remain relevant in the midst of changing digital
age and be able to create a roadmap to success to stay relevant.
Moran, Partner, Brunswick Group Global Head of Insight, who knows
this well and offers fellow industry professional some advice on the subject.
operations teams changing in the digital age?
aren’t and that’s a problem for them and their organizations. The short
answer is that they need to invest heavily in social media and traditional
media listening skills, become much faster and more agile and act as futurists
‘ anticipating trends based on a wide array of inputs.
to traditional researchers trying to stay relevant in the fast changing market
research and consumer insights space?
your synthesis skills, drawing insights from a number of data streams.
community may be a source of inspiration here.
management. Most market research is poorly communicated.
to build a high performance team in today’s MRX world?
curiosity, energy and communications ability. The field has traditionally
over-focused on hiring for managers of the research process. That was rational
when the objective was gathering data, but is less helpful when data is
to be an agile market research today?
significant portion of market research is locked up in brand trackers that cost
too much to answer basic, 20th century questions about the business. Budgets
need to be dramatically reworked to answer critical, in-the-moment questions
that management has at the strategic level.
create a research innovation culture?
the heroes now. It’s well-established that U.S. national security agencies are
crowdsourcing intelligence via things like the ‘Good Judgment Project.’ What
does that mean for Corporate America? This is a place for market research
to lead ‘ to bring consumers in as co-designers.
Focus: The New Face of Consumer Insights later this month.
Consumer Insights explores how companies are redefining their structures,
processes, skillsets and team composition to ensure future relevance in this
fast changing environment. To learn more about the conference and to
register, click here: http://bit.ly/1NwN299