Conference
How Research Teams Can Stay Relevant in the Digital Age
'Embrace
consumers in a transparent fashion. The people are the heroes now'
consumers in a transparent fashion. The people are the heroes now'
Is your research operations team ready for the new face of consumer insights? Today,
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.
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.
That's why we sat down with Robert
Moran, Partner, Brunswick Group Global Head of Insight, who knows
this well and offers fellow industry professional some advice on the subject.
Moran, Partner, Brunswick Group Global Head of Insight, who knows
this well and offers fellow industry professional some advice on the subject.
How are research
operations teams changing in the digital age?
operations teams changing in the digital age?
Moran: Many
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.
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.
What is your advice
to traditional researchers trying to stay relevant in the fast changing market
research and consumer insights space?
to traditional researchers trying to stay relevant in the fast changing market
research and consumer insights space?
Moran: Strengthen
your synthesis skills, drawing insights from a number of data streams.
your synthesis skills, drawing insights from a number of data streams.
Focus on speed and time to insight. The political polling
community may be a source of inspiration here.
community may be a source of inspiration here.
Work to dramatically improve your communications to
management. Most market research is poorly communicated.
management. Most market research is poorly communicated.
What is the best way
to build a high performance team in today's MRX world?
to build a high performance team in today's MRX world?
Moran: Hire for
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
ubiquitous.
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
ubiquitous.
Why is it important
to be an agile market research today?
to be an agile market research today?
Moran: A
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.
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.
How can a company
create a research innovation culture?
create a research innovation culture?
Moran: Embrace consumers in a transparent fashion. The people are
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.
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.
Want to hear more from Robert? Hear his presentation 'An Insider Look: Deconstructing the Current Paradigms' at TMRE in
Focus: The New Face of Consumer Insights later this month.
Focus: The New Face of Consumer Insights later this month.
From the producers of TMRE: The Market Research Event, The New Face of
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
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
