GfK
Future of Insights Study Finds Passive Data Deficit
GfK/IIR Industry Study Highlights
Five Research Industry Imperatives
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?
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.
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.
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.'
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.
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.
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.'
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.
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:
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!
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.'
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
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.'
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
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.
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
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.
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
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.'
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!
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.
top line findings during Krajicek's session. Download a copy
here.
Ps. GfK plans to release an in-depth report soon. Stay
tuned!
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.