G&M - How We Help MR Agencies Grow (2013)

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Gordon & McCallum The Business of Research

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Design Unique

Research Solutions

DESIGN

Ways to make a research

business more profitable

PLAN

Create competitive

positionings in a dynamic industry

POSITION

Enable Researchers.

Deliver superior value

DEVELOP

We’re experts in the business of research. We help our clients, suppliers of research services, improve research delivery and provide higher value outputs. G&M provides support in four key areas:

G&M Research

© Gordon & McCallum 2013

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Helping a Swiss Hi-Tech company create actionable neuroscience deliverables for global MR clients

Developing a leading-edge shopper insights study in a major Asian market

Designing an innovative 5 country study of advertising and emotion

Integrate multiple research streams into a complete category tracking platform

Design Superior Research Solutions

We provide extensive experience in developing sophisticated research solutions. Solutions that have been used by marketers and researchers around the world. We help our clients develop unique, practical research systems that answer real-world marketing problems.

Examples:


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+Plan: To Be A Superior Research Organisation

Company review and acquisition support. Strategic support with geographic expansion

Integrating research systems and developing effective research strategies

Systematic improvements in sales and financial planning process

Helping MR agencies build business growth strategies

We understand the business of research. G&M help MR businesses and internal research units meet business objectives, achieve financial goals and develop strategies for profitable growth.

G&M Supports:


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+Position: Stand Out From The Average

Opportunity analysis: Aligning your strengths with market needs and new trends in MR

Support with research brand postioning and communication

Research service portfolio planning & positioning

Prioritising effort, leveraging skills, developing internal buy-in for change

It’s a crowded marketplace. We help you evaluate the state of your market, prioritise key efforts and understand how your organisation could be impacted by recent trends in research. We’ll show you how to build an offer that will lift you beyond the “generic” and allow you to compete more successfully.

G&M Supports:


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+ Develop: Fast Track Your Business

People & Systems Opportunities Review. Which gaps need to be plugged, what strengths leveraged?

Skills, outputs & reporting assessment. Find immediate areas to improve.

MR focussed business, sales & management expertise

Research skills that matter: specific training to deliver better results, faster

Operational efficiency & training. You know these matter, but the ROI is hard to assess. We’ve helped research companies internationally review their research systems, and develop targeted training programmes. Our focus is on making an immediate difference to productivity. We help identify your needs and focus on the areas that fast-track changes in behaviour and outputs.

G&M Supports:


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+ Example: MR Agency Re-Positioning & Brand Definition

Agency Brand DNA

Aligning Market Needs

& Agency Capabilities

Positioning & Product

Assessment

Workshop To Define ‘DNA’ and Action

Steps

GAPS Review (via phone interview, executive

questionnaire, document

review)

Market Potential Assessment (Document, financial review, secondary research, client

feedback)

DNA Structured in-house

workshop defines the

agency brand & action steps


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+ Example: Rebuilding Struggling MR Unit. G&M’s Three Step Solution

GAPS

•  Growth & Profit Space Assessment •  Carried out remotely. Initial review defines

opportunity areas & priorities

QAR

•  Quality Audit & Review. Systematic process. •  In-depth on-site problem solving

FOCUS

•  Prioritised action plans & clear results •  On-going support to deliver better ROI and solve

client complaints

Comfort Check.

If the first phase turns

out to be enough -stop here.

Comfort Check. If the unit’s leadership needs on-going support we offer help. We understand the real world problems they face.


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+Example: G&M “Customised For MR” Approach to Fast-Tracking Senior/Mid-Level Staff

• Mid-level training • Demo business skills • Raise productivity • Fast-track capabilities

• How to maintain gains • Define relevant KPI’s • Teach how to interpret and use.

• Integrates research & business skills

• Easy access to advice, interpretation

• Independent support

• How close to world class?

• Systematic, viritual assessment process

• Agree development needs

Delivery Review

Senior Skills Mentoring

Mid-Level Productivity Workshops

KPI Implement & Monitor

Independent assessment prioritises

needs, develops buy-

in for improvements

Aim is to show how to balance

conflicts between quality,

efficiency & speed in real world of MR


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Facing The Challenges Bad reasons for NOT using G&M

(And better reasons why you should)


+ Why Not G&M? 7 Possible reasons for NOT Using G&M (Feel free to rate your agreement with each statement on a scale of 1-10!)

1. None of these issues matter much. Our marketplace is standing still – we’ll have time to deal with any problems later.

2. We’ve already got a firm grasp on all the new MR trends and possible growth opportunities

3. We don’t have any trouble integrating ideas from across the company, or implementing new approaches

4. Our research offer is complete, well-differentiated and meets all our client’s needs. We’re OK.

5. We’ve got plenty of internal resource – our managers and specialists have time on their hands to tackle this stuff

6. We know this market backwards. There’s no value in independent advice or a 3rd party perspective.

7. Our margin’s maxed out, sales are booming, and the competiton is inactive. We’re totally ready for the next GFC.

OK – we admit the wording’s biased. But it’s better than a bias towards living with the status quo.

Q. Does relying on gut-feel and ‘trial and error’ work any better for MR agencies than end-clients?


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+Location. “But Aren’t You Guys At The Bottom Of The World?”

n  We’re proudly Australasian, but we’ve worked with clients in the US, Japan, Brazil, Switzerland, France, China, India and Indonesia (among others)

n  When required we’re happy to hop on a plane, (and for projects in Asia we’re nearer than Europe or the US).

n  But most of our work is phone, web or email based. It’s a virtual world and we are used to operating in it.

n  Get a fresh global perspective on your issues. Contact G&M.

G&M

Our clients


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+Emotion. “But Aren’t You the Facial Imaging Experts?”

n  We’ve been getting a lot of PR for the work we’ve been doing with nViso of Switzerland. For the last three years we’ve been helping them refine, globalise and market a world leading research technology. Cutting edge work we are very proud of.

n  But nViso is only one of our research design interests, and only one solution in the emotion/consumer decision-making space that we are familiar with.

n  If Facial Imaging and similar technology solutions help, in your setting, we’ll advise on implementation and productisation. If not, we’ll suggest alternatives.

G&M can help evaluate, implement and integrate new technology into your existing service portfolio


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+ One Final ‘But’: “Shouldn’t Our Managers Be Doing All This Stuff?”

n  We all need help. Sometimes you have a problem or client need that’s important, but not top priority. Or your senior leaders are just too time-stretched and travel weary. We’re flexible and helpful just when you need it, where you need us.

n  We empower managers by providing practical, independent support. No-one possesses all the skill sets, time, experience and structured approach necessary to solve all the challenges of a research business.

n  Maybe it’s time to focus your best and brightest on client development or new market opportunities rather than the details of fixing the research process or developing new services?

Too many things to do? Too few people to do them? G&M provides senior,

flexible resource and acts as a catalyst for innovation.


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+ So Why Use G&M? Independent, Professional, Focussed

Experience

Global perspective

Variety of MR environments

Expertise

Management & planning

Research Process & Design

Skill Sets

Methodological diversity

Systematic implementation

Independence

No pre-defined agenda

Clear outcome orientation


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+ Take A (Small) Step (The reward outweighs the risk)

n  We realise it can seem like a big step to involve a 3rd party in your internal challenges. So we make it easy.

n  All our consultations start with a free, confidential, no-obligation discussion.

n  The next step is usually a phone/online “GAPS” review of your options. This can cost little more than a couple of FGD’s and provides actionable, first stage recommendations.

n  If the GAPS review clarifies the issues sufficiently, or you don’t want to proceed further, it’s easy to stop there.

We precipitate action, and support change, helping you make progress

faster. It’s worth a call.


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+ G&M: The Partners Knowledge & Experience

n  Five years as Managing Partner of G&M, working with clients around the globe

n  Formerly Global Head of Nielsen’s Custom Branded Products & M.D. Asia-Pacific CR, plus country/senior management in 5 different markets

n  Regular commentator in industry publications and speaker at international research conferences – ESOMAR, AMSRS, Merlien Institute and others.

Alastair Gordon David McCallum

Innovation, Research Service Design and MR Brand Positioning

Strategy, Business Planning, M&A and tactics for profitable growth

n  Five years as Managing Partner of G&M, working with clients around the globe

n  Formerly Global Head of Nielsen’s Customised Research Division. (Operations in 70+ countries) as well as country/senior management in 4 diverse markets.

n  Frequent speaker at industry conferences and professional development seminars for likes of AMSRS, ESOMAR


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+Contact David McCallum or Alastair Gordon for an initial

discussion of your challenges and how we can help.

•  Our emails are:

•  [email protected] or

•  [email protected]

The Business of Research

Gordon & McCallum

Time We Talked?


G&M - How We Help MR Agencies Grow (2013)

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