Speakers of TMRE 2009: Dean Macko, Hyundai Motor America
In the weeks leading up to The Market Research Event 2009, we're going to be hearing from the speakers of The Market Research Event. This week we have Dean Macko, Hyundai Motor America, who will be presenting "Hyundai's Evolving Emotional Connection With Consumers," in the Insight Driven Innovation Track on Tuesday, October 20, 2009. To learn more about The Market Research Event, download the brochure here!
1. Tell us about a project you are working on or recently completed that you are proud of?
Macko: We are just putting the finishing touches on a fantastic new segmentation here at Hyundai that exceeded all expectations. Not only is our target segment consistent with our brand direction, but if you plot current Hyundai owners on the map according to whether they bought for the right reasons (up and coming brand, quality just as good as the Japanese) vs. the wrong reasons (price, deal), the pattern points almost directly at our target segment!
2. Think ahead 5 years, what major changes for MR/Consumer Insights do you see?
Macko: I expect to see more behavioral research. We are looking at doing large-scale copytesting soon, and the techniques out there are mind boggling. I think Marketers are looking for better answers out of how an ad performs than what can be captured via surveys, so we are talking with cutting-edge companies that are scanning the brain, recording eye vacillations, facial coding, eye tracking, etc. to monitor advertising response. In the end, a hybrid approach is where I'd want to end up.
3. What inspired you to get in the field? What keeps you motivated?
Macko: The work continues to be fascinating, especially for a rising brand like Hyundai. Looking ahead, this field can take you down many paths. These analytical skills can take you into Strategic Planning, Advertising, Brand Strategy, CRM, etc. It's a great tool to have in the kit, and who doesn't like getting their hands dirty in a bit of data to uncover that little pearl of wisdom!