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IESEG (Lille) - 'Contemporary Market Research Management & Techniques'

Slideshow about IESEG (Lille) - 'Contemporary Market Research Management & Techniques' by Tom De Ruyck

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IESEG (Lille) - 'Contemporary Market Research Management & Techniques'

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  1. Introduction • Me, Myself & I ... • Nice to meet You ! • Meet the ‘contemporary’ consumer • Empowered • Cosmopolitan • Co-Creator • Emotional • So how to go from here? • Let’s get Connected: • Surveying • Discussions • Observations • Fusion Research

  2. Introduction • Me, Myself & I ... • Nice to meet You ! • Meet the ‘contemporary’ consumer • Empowered • Cosmopolitan • Co-Creator • Emotional • So how to go from here? • Let’s get Connected: • Surveying • Discussions • Observations • Fusion Research

  3. Evolution!

  4. Context & Multiplicators

  5. Introduction • Me, Myself & I ... • Nice to meet You ! • Meet the ‘contemporary’ consumer • Empowered • Cosmopolitan • Co-Creator • Emotional • So how to go from here? • Let’s get Connected: • Surveying • Discussions • Observations • Fusion Research

  6. A world of ‘perfect information’

  7. Consumers create content themselves

  8. social connections participation content generation

  9. CITIZEN JOURNALISM

  10. MAKE BREAK POWERFUL CONVERSATIONS EVERYONE IS A CRITIC

  11. We believe today’s consumers ... are empowered They have the means to make or break brands on a scale never seen before. They choose what they talk about, not the marketers. “Companies can’t stop customers from speaking up, and can’t stop employees from talking to customers. Their only choice is to start encouraging employees to talk to customers - and empowering them to act on what they hear” The Cluetrain Manifesto

  12. Introduction • Me, Myself & I ... • Nice to meet You ! • Meet the ‘contemporary’ consumer • Empowered • Cosmopolitan • Co-Creator • Emotional • So how to go from here? • Let’s get Connected: • Surveying • Discussions • Observations • Fusion Research

  13. New consumer behaviour paradigm How we wish they searched ... the actual search cyclone ... Discovery User enters keyword Keyword hunting Category, brand, feature awareness Discussion User processes search results Product (experience) comparison Customer experience Decision User visits brand site

  14. We believe today’s consumers ... are cosmopolitans Consumers switch between online and offline, they mix media like never before, are always on the go, create their very own ‘cocktail’ of attitudes and are part of a global social web. That’s why they are more difficult to grasp!

  15. Introduction • Me, Myself & I ... • Nice to meet You ! • Meet the ‘contemporary’ consumer • Empowered • Cosmopolitan • Co-Creator • Emotional • So how to go from here? • Let’s get Connected: • Surveying • Discussions • Observations • Fusion Research

  16. Giving feedback: 66% Co-create products/services: 53% Input for branding & communication actions: 45% Openess of the consumer to connect with companies (InSites Consulting’s MC DC 2009)

  17. Since launch March 2008: • 3 million unique visitors • 60,000 ideas submitted • 100,000s of comments • 460,000 votes • 2,500 moderator comments • (July 2009)

  18. We believe today’s consumers ... are co-creators The relationship between marketeers & consumers have changed. Without realizing the impact of consumers has increased! “Consumers are beginning in a very real sense to own our brands and participate. We need to begin to learn how to let go” A.G. Lafley, CEO & Chairman of P&G

  19. Introduction • Me, Myself & I ... • Nice to meet You ! • Meet the ‘contemporary’ consumer • Empowered • Cosmopolitan • Co-Creator • Emotional • So how to go from here? • Let’s get Connected: • Surveying • Discussions • Observations • Fusion Research

  20. Top 5 brands of the world according to Interbrand Top 5 brands of the world according to Facebook 3,7 0,65 2,6

  21. We believe today’s consumers ... are emotional Decisions have always been strongly guided by emotions, today we are more aware of this & tapping into them has become ‘easier’. “For far too long, emotions have been concealed behind closed doors and ignored in favour of rationality and efficiency” Dan Hill, Emotionomics

  22. Introduction • Me, Myself & I ... • Nice to meet You ! • Meet the ‘contemporary’ consumer • Empowered • Cosmopolitan • Co-Creator • Emotional • So how to go from here? • Let’s get Connected: • Surveying • Discussions • Observations • Fusion Research

  23. We complete more (online) surveys in an ever increasing tempo using the same methods!

  24. The information & the people we need are out there… … but we have not adapted our tools

  25. Invest in something with a future

  26. Brainstorm

  27. How can market research make the most out of social Media throughout the entire market research process? Market research process = kick-off, methodology, recruitment, data collection, analysis, reporting and consulting Come up with 5 ideas; Use a post-it note; You can explain!

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