Tag Archives: GfK

A Market Researcher’s Wish List: 5 Experts Weigh In

Market research companies employ over 35,000 people in the United States and the industry is doing well, with year-on-year revenue growing. The market research industry is even bigger in Europe – which accounts for the largest share of Global market research revenue. Positive numbers aside, market researchers face a great deal of pressure in a rapidly changing marketplace. In some cases the tools simply don’t exist to monitor completely new consumer behaviors and habits, in other cases there are tools available, but choosing which data is important becomes a whole new challenge. When The Market Research Event asked several market researchers what was on their wish-list, the answers ranged widely – from technology to time to more stringent standards for market research agencies. Here’s the rundown of the top market researchers’ wish lists.

Juliann Ng, Vice President, GfK Canada

“Everyone is looking for faster and cheaper and good enough. So it’s less about a specific technology and more about new approaches and processes that enable near-instant insights, accessible at their fingertips at any time. With the tremendous amounts of primary, secondary, and transactional data now available, being able to fully leverage and integrate these data sources into a coherent and digestible format is another common wish!”

Juliann Ng will speak at The Market Research Event. Her session is called: Four Client/Agency Relationship Types and Optimizing Connections for Growth.

Tom De Ruyck, Partner, InSites Consulting

De Ruyck is very desirous of the newest and most advanced technology options for market research. He wants: “Artifical Intelligence moderation of online qual; AI analysis of online qual; Virtual Reality stimuli for research and VR solutions for reporting of insights”.

Kristin Luck, Founder Luck Collective & Women in Research

“My wish is that, as an industry, we continue to look for innovation in unlikely places. Innovation doesn’t ‘belong’ to small companies, or tech companies or firms just breaking into the research space. #MRX pros are data scientists by trade, living in a time (unlike any time we’ve experienced before) of unparalleled access to data. With a little creativity and critical thinking, each of us, regardless of the research role we play, is capable of creating breakthrough methods.”


Ray Poynter, Managing Director of The Future Place, Founder and Chair of NewMR, Director, Vision Critical University

“I’d like to see a standardised professional qualification in MR, with specific options for Qual and Advanced Quant. I would like the trade bodies to help clients separate the game changers from the snake oil salesmen. Lastly, I am looking forward to using more and more AI.”

Jeffrey Henning, President, ResearchScape International

“The biggest thing I need from a marketing point of view is more time, more time to experiment, more time to investigate new marketing methods.”

Kristof De Wulf, Co Founder & CEO, InSites Consulting

“Getting people positively addicted to consumer insights. Despite the fact that the market research industry has embraced novel and relevant ways to generate new consumer insights, insight activation is unfortunately poorly developed in most organizations. As insights are useless unless used, let’s start turning consumer insights into company-wide memes!”

Don’t miss The Market Research Event this October 17-20 where some of the most influential market researchers in the world will share their insights on everything from apps to big data as they apply to market research.

Does Market Research Have a Seat at the Table?

Market research has undergone big changes in the past few
years. Even with transitions and restructuring of teams, market research andinsights proves to still be relevant in virtually every industry. Companies are
always going to need to know their customers’ wants, needs, values, motives,
goals and more.
In order to capture these indispensable insights, research
teams must adapt to the ever-changing digital world and have leaders to charge
their teams forward and impact the bottom line of businesses with strategic
consumer insights. 
So, do you think Market Research has a seat at the table?
Share with us in a
short survey here: http://svy.mk/2b94NwB  By filling out the survey, you will automatically be entered to win a free pass to TMRE 2016! 

We look forward to hearing your feedback!

Also, don’t miss TMRE:
The Market Research Event taking place October 17-20, 2016 in Boca Raton, FL.
With over 150 sessions to choose from, TMRE is the most comprehensive event in
the industry. Every presentation is tasked to leave you with actionable
insights you can implement back at your organization. For more information
about the event or to register, click here: http://bit.ly/2bkcKzO
Cheers,
The TMRE Team
@TMRE
#TMREvent

Themarketresearcheventblog.iirusa.com

Your TMRE 2016 First Look

The TMRE 2016 full
program is almost complete! And, right now you can save a total of $1,000!
As always, the 2016 program is designed to help you
translate insights into bottom line impact and demonstrate the business value
of research. Here’s a sneak peek at just a few of the speakers being featured
at TMRE: The Market Research Event in 2016: http://bit.ly/1XYajAF
TMRE 2016
October 17-20, 2016
Boca Raton Resort and Club
Boca Raton, FL
Website:
??        
Human Innovation: Life’s About to Get
Interesting…
Dustin Garis, former Chief Troublemaker, Procter & Gamble
According to a shocking study, “over
99.7% of employees and consumers are human.” Assuming this is true, how
could our approach to innovation be more human? To find out, Dustin Garis
embarked on an around the world expedition, and what he uncovered was an
innovation revolution taking place at global megabrands and entrepreneurial
startups, fueling market disruptions that go beyond whitening teeth or
quenching thirst, to innovate on the full human experience. Garis made this a
priority while leading global innovation at P&G Futureworks, responsible a
billion-dollar portfolio of new brands, business models, technologies and
entrepreneurial ventures such as Tide Dry Cleaners and Shazam. The success of
these inititives come not from practicing innovation – it came from living
innovation. For Garis, that means converting an elevator into his office,
riding an 1,800 pound bull in a rodeo, eating lunch blindfolded, fetching well
water in rural India, and other life experiments that ignited an organizational
movement.
??        
Competing Against Luck: Using “Jobs to be
Done” to Drive Customer Choice and Loyalty
David S. Duncan, co-author with Clayton Christensen
of the forthcoming book, Competing Against Luck: The Story of Innovation and
Customer Choice
Why is innovation so prone to failure? One
big reason is the lack of an effective lens for understanding what really
drives customers to pull new solutions into their lives. The theory of
“jobs to be done” provides a powerful set of tools to understand
customer behavior and a new way to look at the intersection of marketing and
innovation. Going beyond traditional approaches to developing customer insights
and segmentation, this approach shifts the focus from solutions that customers
use to the fundamental problems they can’t adequately solve. This talk will
describe how jobs thinking can be used to shape innovations that have a greater
chance of success and how the approach can be institutionalized in your
organization to create enduring competitive advantage.
??        
Plus, groundbreaking case studies shared by The
Walt Disney Company, Spike TV, BuzzFeed, General Motors, USAA, Marriott,
Hallmark, Tesco, Citi, Rotary International, HP, Johnson & Johnson, McNeil
Consumer Healthcare, Sargento, Sonoco, Kellogg, Intel, Roden + Fields, Taco
Bell, Gilt Group, Netflix, Cox Automotive, FGX International, Kimberly-Clark,
David’s Bridal, Twitter, HBO Latin America, Yahoo!, Atlassian, Aon Hewitt,
Vantiv, IBM, Sony Pictures Television, PBS, Coca-Cola, PepsiCo, Hershey’s, Big
Heart Pet Brands, Unilever, Outdoor Sportsman Group, Comedy Central, Groupon,
Sephora & more!
More details coming soon! Want to be the first to know when
the TMRE 2016 full program is released?
Request a brochure
here: http://bit.ly/1XYajAF
Ready to register?
Secure your spot at TMRE 2016 and save $900! Plus, use code TMRE16BL for an
additional $100 off. That’s a $1,000 savings! Buy tickets here: http://bit.ly/1XYajAF
Cheers,
The TMRE 2016 Team
@TMRE
#TMRE16

Themarketresearcheventblog.iirusa.com

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
today.
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:
1.      
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.’
2.      
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.’
3.      
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.
4.      
Passive Data Rising Rapidly
Collectively,
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.
5.      
Driving
Action Through Stories
About
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
here.

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

ABOUT THE AUTHOR/INTERVIEWER
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.

The Future of Insights According to GfK

David Krajicek, CEO, Consumer Experience, NA, GfK, took the
keynote stage this morning at TMRE 2015 to share some key takeaways from GfK’s
Future of Insights Survey
that is being released at the conference this
week.
‘At no other time in history have we had information that
allows us to better understand human behavior. But, are we able to use this data
to its full potential to understand our consumers? Where is market research
going’? Krajicek said.
Accordng to Krajicek, market researchers really need to
understand that the future
of insights
is today. So, what do we do? First, appreciate and understand
that date-driven decision making is needed. And we need to understand that the
collection, curation and communication of insights will fundamentally change
over the next few years. Secondly, we need to align with a few imperatives and
pain points that the insights industry need to deliver on in the next two
years. We need to realign in the right ways that will keep us innovating as an industry.
The five key
imperatives include:
??        
We need to walk, run and chew gum at the same
time ‘ There is a struggle to balance a need for innovative methodologies with
the desire to generate insights faster.
??        
Focus on return on insights ‘ Clients are three
times more likely to focus on replacing traditional market research, but with
what? Buyers are looking to replace the traditional mix of what they do, with
something completely different.
??        
Develop talent for tomorrow, today ‘ Filling through
leader’s shoes while keeping pace with innovation and identifying the right
talent while keeping pace with consumers.
??        
Embrace the changing currency of insights ‘ By 2017
passive data will be as important a source of insights as direct questioning.
??        
Drive activation through powerful and impactful
stories – 30 percent believe that storytelling is the biggest gap in the
industry.


TMRE attendees
received a brief summary of top line findings during Krajicek’s session.
Download a copy here. GfK plans to release an in-depth report soon. Stay
tuned!
About the Author:
Amanda Ciccatelli, Social Media Strategist at IIR USA, has a background in digital and
print journalism, covering a variety of topics in business strategy, marketing,
and technology. Amanda is the Editor at Large for several of IIR’s blogs
including Next Big Design,  Front End of Innovation and The Market Research Blogs.
She previously worked at Technology Marketing Corporation as a Web Editor where
she covered breaking news and feature stories in the technology industry. She
can be reached at aciccatelli@iirusa.com. Follow her at @AmandaCicc.

GfK’s Market Research Survey Reveals Industry Insights at TMRE 2015

In less than 2 weeks, market research leader GfK will be
revealing the results of its Future of Insights Survey at The Market Research Event (TMRE), November 2-4.
The survey reveals in depth insights into the state of the industry. Register
now to see the unveiling LIVE: http://bit.ly/1M51td4
Here are some
highlights that have come out of GfK’s Future of Insights Survey so far:
??        
Is the market research industry revolutionizing
or just evolving?
It depends on where you sit!
Clients want to revolutionize the way that research is done, while
suppliers are looking to evolve.
??        
Are clients and suppliers aligned on their top
goals for 2016?
When generating actionable insights, difficulty in being timely is a top impact
for clients, while adopting new, innovative methodologies is a leading impact
for suppliers.
??        
Which is more important: innovation or speed?
Turns out research innovation is still
important, but not at the expense of speed! Suppliers are focused on new
methodologies to create insights, but are misaligned with clients on the
importance of delivering impactful insights quickly.
??        
What is the market research industry craving?
The industry is craving leadership!
Clients feel a more imminent change in the
market research industry, while suppliers are pressured to keep pace with a
focus on new, innovative methodologies that can deliver impactful and timely
insights.
This is just a sample of the insights into the state of the
industry that GfK and IIR will be revealing at TMRE 2015 taking place November
2-4 in Orlando, Florida, as we release the results of Future of Insights
Survey. Follow #FOInsights on Twitter and Facebook for more survey results
at TMRE.
As a valued member of
our LinkedIn community, you get an exclusive $100 off the current rate when you
use code TMRE15LI. Register for TMRE 2015 now to see the unveiling LIVE: http://bit.ly/1M51td4
We hope to see you in Orlando!

Cheers,
The TMRE 2015 Team
@TMRE
#TMRE15 

Themarketresearcheventblog.iirusa.com

10 Ways to Be a Better Shopper Marketer

Shopper marketing sure isn’t what it used to be. The traditional
retail environment has evolved into an omnichannel space with digital and
mobile leading the way, and shopper marketers have no choice but to follow. Fortunately,
OmniShopper 2015 is addressing this
dramatic shift in shopper behavior and in turn, the shift in shopper marketing
in Chicago this summer.
Here are 10 ways to be a better shopper marketer according
to OmniShopper:
1)     
Embrace
OmniChannel:
Tony Mardegain, Director of Shopper Insights and Shelley
Christianson, Sr. Manager of Shopper Insights at The Hershey Company will
discuss shopper touch-points – how many, which ones and where to leverage.
2)     
Be
Digital:
Learn how to maximize retail opportunities in a digitally-enhanced
future landscape with Jonathan MacDonald, Trends Expert and Founder of Thought
Expansion Network.
3)     
Tell a
Story:
Participate in a Storytelling workshop led by Kristian Aloma and
Suzanne Cheves from Brandtrust. This workshop will teach you how to engage and
inspire and audience through the power of story.
4)     
Engage
through Mobile:
Learn how to engage your shoppers through mobile and
digital with Art Sebastian, VP of Category Leadership & Shopper Insights at Kraft.
5)     
Put
Influencers to Work:
Eric Rasmussen, VP of Market Research at Groupon 
and Jon Berry, VP of Consumer Trends at GfK will talk about how important
it is to understand today’s highly influential consumers and how to put them to
work for you.
6)     
Be
Empathetic:
Learn about the journey of building a powerhouse home brand
within the walls of Target with Tisha Boarman, Group Manager of Owned Brand
Strategy at Target.
A look at how Target is moving from having
a transactional relationship to a more emotional connection with the guest
through our brand, Threshold.  We will dig into how we consistently and
cohesively support this brand from Team structure, Product development,
Marketing and Guest Insights.
7)     
Utilize
Big Data:
Hear lessons from the data and digital trenches on winning with your
shoppers, suppliers and your own organization with Keith Colbourn, Former SVP
Loyalty & Analytics at Safeway.
8)     
Follow
Trends:
David Tittensor, Category Director, Warburtons Limited will discuss
shopping trends in the UK – answering the call of the omnichannel shopper
through a dynamic category strategy.
9)     
Think
Like a Millennial:
Learn how to make purposeful connections with
Millennials with Neil Howe, Best-selling Author of ‘Millennials Rising.’
10)  
Embrace
Change:
 Scott Jeffrey, Chief
Creative Officer and Lori Parrett, VP of Client Services at Interbrand
Design Forum will talk about the ‘Seamless Model’ ‘ how important it is to
evolve beyond one size fits all.
Download the brochure for the full agenda: http://bit.ly/1LgzXdB
Use code OMNI15BLOG
for $100 off the current rate. Register today:
http://bit.ly/1LgzXdB
See you in Chicago!
Cheers,
The OmniShopper Team
@OmniShopper
#OmniShopper15

GfK’s SVP of Media & Entertainment On How Viewing Devices and Services Impact Audience Measurement

In the first of The Media Insights Interview Series brought
to you by The 2015 Media Insights &
Engagement Conference
, I caught up with David
Tice
, senior vice president, Media and Entertainment at GfK Custom
Research, to discuss how the explosion of devices and services for viewing is
impacting audience measurement.
This year, The Media
Insights & Engagement Conference
gives you an up-close, contextual view
on the changing media experience to create better engagement strategies
informed by actual viewing behaviors. This event gives you an opportunity to
explore the new world of multi-platform, hyper-viewing in the post-disrupted
media landscape, advance new insights and create future partnerships. This
event is playing host to companies with some of the highest purchasing power in
the industry, many of which spend more than $2.5 billion annually on
advertising.
According to Tice, the two screen environment has made it
easier for people to see an advertisement on TV and then go onto their
smartphone or tablet and visit the website if they are interested. And, this in
turn, has been really helpful to advertisers.
‘People’s use of television is, whether it’s younger or
older folks, hasn’t changed a lot. What’s changing is the source of what they
are watching,’ he said. ‘In the past it was your broadcast or cable networks,
now people are using their TV sets to watch Netflix, Amazon or Hulu, because
they want to use that bigger screen, that better quality sound than just
watching it on a laptop or a tablet.’
Tice explained that in Gfk’s tracking research, each year
they have seen that more digital viewers are using a TV set than are using
computers.

Check out my full
podcast interview with Tice below:




Want to hear more
from David Tice? Don’t’ miss his session, ‘Insights into the effects of
internet technology and video platform proliferation on viewing behaviors’ at
The Media Insights & Engagement Conference at 2:00 pm on Wednesday,
February 4, 2015. To learn more about this event or to register, please visit our
website:
http://bit.ly/1xS9zS0
About the Author:
Amanda Ciccatelli, Social Media Strategist of the 
Marketing Division at IIR USA, has a background in digital and print
journalism, covering a variety of topics in business strategy, marketing, and
technology. Amanda is the Editor at Large for several of IIR’s blogs
including 
Next Big DesignCustomers 1stDigital Impact, STEAM Accelerator and ProjectWorld
and World Congress for Business Analysts
, and a regular contributor to Front End of Innovation and The Market Research Event,.
She previously worked at Technology Marketing Corporation as a Web Editor where
she covered breaking news and feature stories in the technology industry. She
can be reached at aciccatelli@iirusa.com. Follow her at @AmandaCicc.

GfK’s SVP of Media & Entertainment On How Viewing Devices and Services Impact Audience Measurement

In the first of The Media Insights Interview Series brought to you by The 2015 Media Insights & Engagement Conference, I caught up with David Tice, senior vice president, Media and Entertainment at GfK Custom Research, to discuss how the explosion of devices and services for viewing is impacting audience measurement.
This year, The Media Insights & Engagement Conference gives you an up-close, contextual view on the changing media experience to create better engagement strategies informed by actual viewing behaviors. This event gives you an opportunity to explore the new world of multi-platform, hyper-viewing in the post-disrupted media landscape, advance new insights and create future partnerships. This event is playing host to companies with some of the highest purchasing power in the industry, many of which spend more than $2.5 billion annually on advertising.
According to Tice, the two screen environment has made it easier for people to see an advertisement on TV and then go onto their smartphone or tablet and visit the website if they are interested. And, this in turn, has been really helpful to advertisers.

‘People’s use of television is, whether it’s younger or older folks, hasn’t changed a lot. What’s changing is the source of what they are watching,’ he said. ‘In the past it was your broadcast or cable networks, now people are using their TV sets to watch Netflix, Amazon or Hulu, because they want to use that bigger screen, that better quality sound than just watching it on a laptop or a tablet.’
Tice explained that in Gfk’s tracking research, each year they have seen that more digital viewers are using a TV set than are using computers.

Check out my full podcast interview with Tice below:

Want to hear more from David Tice? Don’t’ miss his session, ‘Insights into the effects of internet technology and video platform proliferation on viewing behaviors’ at The Media Insights & Engagement Conference at 2:00 pm on Wednesday, February 4, 2015. To learn more about this event or to register, please visit our website: http://bit.ly/1xS9zS0
About the Author: Amanda Ciccatelli, Social Media Strategist of the Marketing Division at IIR USA, has a background in digital and print journalism, covering a variety of topics in business strategy, marketing, and technology. Amanda is the Editor at Large for several of IIR’s blogs including Next Big DesignCustomers 1stDigital Impact, STEAM Accelerator and ProjectWorld and World Congress for Business Analysts, and a regular contributor to Front End of Innovation and The Market Research Event,. She previously worked at Technology Marketing Corporation as a Web Editor where she covered breaking news and feature stories in the technology industry. She can be reached at aciccatelli@iirusa.com. Follow her at @AmandaCicc.

Live from #TMRE14: The Culture Shift of Segmentation

Rob Barrish, SVP at GfK, LeAnn DeHoff, Senior Manager,  Consumer Insights & Competitive Intel at ADT Security Services.

Focus was critical for this collaboration, segmentation program wass widely embraced by ADT. They focused on a framework based on Maslow’s hierachy of needs, connecting needs-based segments which they studied via digital ethnographies. They made sure to prioritize segments so that they were spending time and focus on those key categories and size them.

One typing tool may not fit all needs. Be prepared for multiple.

ADT employed  a four stage process for activation:
Immersion
Prioritization
Activation
Socialization

Think strategically:

Have a framework to guide strategy planning
integrate the segmentation into all the research
Deeper dives among the segments with our online community

Segmentation is so much more than a project, it can change the way you do business.
Enlist a cross-functional team
Take the time to do the early stage exploration
Really build a solid strategy to value segments and size those markets and opportunities

ABOUT THE AUTHOR

 
Valerie RussoFormerly a senior copy editor at Thomson Reuters, a research editor at AOL,  and a senior web publicist at Hachette Book GroupValerie M. Russo is editor at large of The Front End of Innovation BlogThe Market Research Event BlogThe World Future Trends Tumblr, the Digital Impact Blog, and also blogs at Literanista.net. She is the innovation lead and senior social media strategist for the Marketing and Business Strategy Division of the Institute for International Research, an Informa LLC., and her poetry was published in Regrets Only on sale at the MOMA Gift Shop. Her background is in Anthropology and English Literature. You can reach her at vrusso@iirusa.com or @Literanista.