Alastair Gordon - Festival of NewMR - 2010
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Transcript of Alastair Gordon - Festival of NewMR - 2010
Alistair Gordon, Gordon & McCallum, New Zealand Part 1: Session 1, Convenor Greg Coops, Chair Jeffrey Henning, schedule = 01:34am to 02:00am (GMT/London)
Will NewMR become OldMR? The Challenge of Turning Radical Methods into
Sustainable Businesses
Alastair Gordon Managing Partner,
Gordon & McCallum
Alistair Gordon, Gordon & McCallum, New Zealand Part 1: Session 1, Convenor Greg Coops, Chair Jeffrey Henning, schedule = 01:34am to 02:00am (GMT/London)
What is This NewMR?
• Listening not questioning? • Engagement and interaction? • Online, esp. Social media focussed? • Communities not Samples? • Deep, realistic, emotional response?
Alistair Gordon, Gordon & McCallum, New Zealand Part 1: Session 1, Convenor Greg Coops, Chair Jeffrey Henning, schedule = 01:34am to 02:00am (GMT/London)
Sounds Good. Is it enough?
Alistair Gordon, Gordon & McCallum, New Zealand Part 1: Session 1, Convenor Greg Coops, Chair Jeffrey Henning, schedule = 01:34am to 02:00am (GMT/London)
Enthusiasm Triggers Trend Exaggeration
“a college student in 2010 who wanted the new Mariah Carey CD, for example, would be able to get it free by giving lots of information about himself”.
“5 billion people will be online by 2010, feeding everything they see into at least 2 billion handheld devices through mini-cameras installed somewhere on their bodies”.
“Proliferation of technology and the prediction that bandwidth… will cost nothing (so) every citizen can become a content creator….picture everyone in charge of his own little television network”
Source: Senior Entertainment/IT Execs, NY Times: April 20th 2000
Alistair Gordon, Gordon & McCallum, New Zealand Part 1: Session 1, Convenor Greg Coops, Chair Jeffrey Henning, schedule = 01:34am to 02:00am (GMT/London)
• Telephone invented 1876. • In late 1920’s central bankers sNll mainly using telegrams for urgent communicaNon. • Telegraph heyday post telephone. • Telegraph innovated & reinvented • Took mulNple hits to kill telegrams
Alistair Gordon, Gordon & McCallum, New Zealand Part 1: Session 1, Convenor Greg Coops, Chair Jeffrey Henning, schedule = 01:34am to 02:00am (GMT/London)
“The New Market Research” “Forget Focus Groups and…surveys… Anything worth
knowing about your customers, traditional market research can't tell you anymore”
"You don't necessarily care if 20% feel one way and 80% think another…You want a range of views."
"We are in the midst of watching a real shift away from survey-based research.”
“…shift is toward a vastly different breed of innovative--and sometimes outlandish--approaches that seek to unveil the consumer's hidden thoughts”
Alistair Gordon, Gordon & McCallum, New Zealand Part 1: Session 1, Convenor Greg Coops, Chair Jeffrey Henning, schedule = 01:34am to 02:00am (GMT/London)
Alistair Gordon, Gordon & McCallum, New Zealand Part 1: Session 1, Convenor Greg Coops, Chair Jeffrey Henning, schedule = 01:34am to 02:00am (GMT/London)
Alistair Gordon, Gordon & McCallum, New Zealand Part 1: Session 1, Convenor Greg Coops, Chair Jeffrey Henning, schedule = 01:34am to 02:00am (GMT/London)
Emotion & MR Decision-Making Client Need States
• Magic Insights. Find some gems in the data. Something Special Just For Me
• Can reports and presentations be at least readable?
Help Me Understand You
• Improve your understanding of client’s business & needs. Empathise Please!
• Faster, easier to access. Help! Get it To Me Today
• I want to compare Japan to Brazil Global Roaming
• Pull info together, and enchant me with new methods Cook Me A Banquet
Alistair Gordon, Gordon & McCallum, New Zealand Part 1: Session 1, Convenor Greg Coops, Chair Jeffrey Henning, schedule = 01:34am to 02:00am (GMT/London)
Essentially about product packaging, brainpower, design care, frameworks, productivity, managing operations, cycle time…
On their own better methods, approaches and theories can help – but are difficult to prove, and advantages often seen as incremental
Alistair Gordon, Gordon & McCallum, New Zealand Part 1: Session 1, Convenor Greg Coops, Chair Jeffrey Henning, schedule = 01:34am to 02:00am (GMT/London)
Challenges To Growth
Why NOT? Me and my Technology are really clever!
Yes, it works in the US/UK/Germany… but guess where my budget is going……
Sounds good. I’ll just get 16 different quotes.
Looks tempOng, but what happens to the last 20 years of data?
Alistair Gordon, Gordon & McCallum, New Zealand Part 1: Session 1, Convenor Greg Coops, Chair Jeffrey Henning, schedule = 01:34am to 02:00am (GMT/London)
Answers Challenges • Method & People Focus
not enough
• Low barriers to entry. Fragmentation, quality issues
• “New paradigm” needs to work with “old”
• Got to work globally, consistently
Solutions • Focus on specific business
issues & client anxieties
• Products, frameworks and applications. Standards
• Research programmes, triangulation, mixed methods
• Design with growth markets in mind
Alistair Gordon, Gordon & McCallum, New Zealand Part 1: Session 1, Convenor Greg Coops, Chair Jeffrey Henning, schedule = 01:34am to 02:00am (GMT/London)
For Example
SMR Text AnalyLcs
Cust Advisory Panel
Online Qual
A product/framework to drive (e.g.) promo7onal effec7veness in a fast changing retail se=ng is likely to be far be@er (and more unique) if based around 2-‐3 NewMR services
Alistair Gordon, Gordon & McCallum, New Zealand Part 1: Session 1, Convenor Greg Coops, Chair Jeffrey Henning, schedule = 01:34am to 02:00am (GMT/London)
Similarly….
Brand-‐Tracking Survey
Mobile Studies
Nuero-‐science/ Modeling AnalyLcs
NewMR methods aligned with tradi7onal surveys. Part of programme to define and react to the forces that drive (e.g.) brand equity offers more robust, granular and
precise opportuni7es for marketers to redefine their brands.
Alistair Gordon, Gordon & McCallum, New Zealand Part 1: Session 1, Convenor Greg Coops, Chair Jeffrey Henning, schedule = 01:34am to 02:00am (GMT/London)
What’s required? Imagination - applications and solutions,
not just methods and platforms Programme, not project approach Implementation. Frameworks, templates
and processes Co-operation. Ability to work with others Recognition that newMR, like OldMR, has
limitations
Alistair Gordon, Gordon & McCallum, New Zealand Part 1: Session 1, Convenor Greg Coops, Chair Jeffrey Henning, schedule = 01:34am to 02:00am (GMT/London)
Problems Busy, not enough staff (Relatively) Successful, in growth mode Failure to believe it could all fade away Scared of competition, over-protective of “IP”
So were the first people to deploy telephone interviewing, ethnography, NLP, data-mining…..
Alistair Gordon, Gordon & McCallum, New Zealand Part 1: Session 1, Convenor Greg Coops, Chair Jeffrey Henning, schedule = 01:34am to 02:00am (GMT/London)
Two Possible Outcomes
NewMR becomes OldMR. “Good Ideas, over-hyped”. Great excitement, gradually fading into B.A.U.
Cherry Picking. Scalable, easier to integrate aspects of NewMR adopted by top 5 agencies. Small/mid size companies left with "scraps” and niche markets
Alistair Gordon, Gordon & McCallum, New Zealand Part 1: Session 1, Convenor Greg Coops, Chair Jeffrey Henning, schedule = 01:34am to 02:00am (GMT/London)
A Third Possibility NewMR recognises its own limits, plus
potential of integration across methods New applications developed, based around
precise business solutions & clients’ ‘emotional’ needs
A wave of amalgamations, cooperative partnerships etc. among NewMR firms drives a genuine “MR revolution”
Alistair Gordon, Gordon & McCallum, New Zealand Part 1: Session 1, Convenor Greg Coops, Chair Jeffrey Henning, schedule = 01:34am to 02:00am (GMT/London)
Q & A
Alastair Gordon and Jeffrey Henning
Alistair Gordon, Gordon & McCallum, New Zealand Part 1: Session 1, Convenor Greg Coops, Chair Jeffrey Henning, schedule = 01:34am to 02:00am (GMT/London)
Contact Information
Email: [email protected]
Website: www.gordon-mccallum.com
Twitter: mr_roi
Blog: Research.Opinionated.Insightful http://gordonandmccallum.wordpress.com
Alastair Gordon, Managing Partner, Gordon & McCallum.
Business Consultants To The Research Industry