Next Gen Market Research C-Suite Predictions

January 6, 2012
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Market Research CEO’s NGMR predictions on what 2012 has in store

Market Research CEO’s NGMR predictions on what 2012 has in store

I want to thank everyone who responded to my call for predictions last week. Since then I’ve posted over 77 predictions! I had hoped to synthesize and summarize some of this, but the number and qualitative nature of these predictions makes it difficult. Instead, just like yesterday I have decided to add my own prediction at the end of today’s post.

How we deliver insights becomes as important as what we deliver. Creativity, visualisation, imagination are key to impact and we finally get to see some of the benefits of focusing on big data and of combining behavioural and attitudinal insights


Eric Salama
Chairman & CEO Kantar
CEO TNS

Traditional MR approaches and Social Media monitoring will converge as major brands continue to leverage platforms like Facebook fans pages and Google+. Progressive brands will continue to experiment with leveraging the social sphere but in 2012 more methods will be developed to test both the effectiveness of campaigns and measure the impact of these initiatives


Andrew Reid
Founder & CEO
Vision Critical

In 2012, data analytics and integration of primary and secondary research sources will be bigger than ever, with more innovation from established players, more client investment in solutions and more new companies looking to join the game


William E. Lipner
Chairman & CEO
InsightExpress

I think the big change In the next few years will be that our industry will have to develop new standards for the interpretation of data. Traditionally we use statistics to generalize personal opinions. We focused on the average customer and not on extremes. Social media for example shows us that the average customer is not the most interesting one. Euphoric or angry customers are creating movements. These movements are changing the world. This means that representativeness will no longer be the dominant paradigm. This will change much of the spectrum of the research industry. Conclusion: exciting times ahead of us!


Rijn Vogelaar
CEO Blauw Research

The macro-economic environment in the US and EU will not improve in a material way until after the election. Implications:
o This uncertainty will continue to depress MR hiring and spending growth especially in the custom research practice areas – pricing will continue to be depressed
o Levels of innovation will continue to accelerate across the data collection and interpretation / insights areas as folks look to lower the cost to serve and increase the quality of insights that drive decision-making — “necessity will continue to become the mother of invention”

Newer, non-traditional forms of primary research will continue to gain traction. Implications:
o Researchers will continue to experiment with both passive and active forms of collecting opinions – over the next year, these capabilities will continue to be supplemental to the primary research tools / methods used
o As normative data can be developed, traditional forms of research will become candidates for being replaced

The science of sampling will continue to evolve and loosen to acknowledge the massive amount of social media data that exists and is real time. Implications:
o Social media data will be integrated with traditional survey research to provide richer / broader findings
o The implications of the decisions to be made will play a bigger role in dictating “how much science is required” i.e. sampling frames and representative samples. Decisions of smaller to mid-sized consequences will require less science. In the end, someone is going to make the business decision and use whatever is available

Predictive analytics, automation and decision engine capabilities will continue to grow. Implications:
o Service providers will require their business systems to scale efficiently and their cost to serve to progressively go down.
o Integrating intellectual property, decision algorithms with business and work flow process will grow to increase the speed and quality of service

Respondent engagement will continue to evolve to acknowledge the impact of social media processes and respondent expectations with researchers need to authenticate, profile and target as well as engage. Implications:
o Big


Jim Follett
CEO Authentic Response

Methods convergence is going to be key in 2012. With mobile, tablets, online communities and social media research all growing exponentially, our challenge as researchers will be the integration of a suite of research tools that can meld all of these methods seamlessly. Whether we’re delivering surveys via social media sites, laptops, mobile web browsers or native apps, reaching respondents that are constantly connected will have a significant impact on our ability to collect relevant data in a timely manner- this isn’t just about teens or early adopters anymore. Blended and emerging research platforms also present a unique opportunity to improve research quality by requiring researchers to limit questionnaire length and refocus on respondent engagement (think gamified surveys which show early signs of shaking up stodgy surveys, even mobile surveys, in a significant way).


Kristin Luck
President
Decipher

Enterprise integration will become a priority. With social media analytics, CRM, BI, ERP, CMS, SMMS and data coming from all sides, there will be an increasing demand for more actionable analytics and insights to improve faster decision making. For market research departments, it means the need to collaborate with other parts of the organization, better integrating market/ consumer insights across the enterprise information supply chain. Also, disruptive technologies such as cloud computing, mobile devices, applications, big data and social media will continue facilitating the creation of evolving research methods and tools, and we’ll be moving beyond the era when market research was just about asking, processing and analyzing data


Adriana Rocha
CEO at eCGlobal Solutions

Dramatic increase of companies into the market research space that provide services that are not considered “traditional” market research. The definition of what constitutes market research appears to be changing and these companies are filling a need that “traditional” market research companies are, in many cases less equipped to handle, or are simply not addressing for one reason or another. Many of these services are programming heavy, have increased automation (decreasing labor involvement), and are much less intrusive to research participants by taking advantage of pre-existing or “course of life” data sources and collection methods. The application of market research techniques to business intelligence information, big data, and the introduction of intuitive software platforms by these providers will drive consumers of market research data to find alternative sources for acquiring business insights because the ways of gathering these insights have been simplified


Vaughn Mordecai
President
Discovery Research Group

I am very optimistic that 2012 will be a good year for quality and innovation. Big companies will have to look out for the smaller ones and the companies that do not innovate using mobile, MROC or/and neuroscience will be in trouble. Oh yes, and excellent customer service (consultation as well as operation) will be key


Mike Gadd
President
Gadd Research

1. Social media monitoring hits mainstream – businesses that succeed and grow are starting to listen to and partake in open conversations with consumers to pull in insight and control consumer sentiment.
2. Automated verbatim analysis becomes stronger, can determine context a lot better and lead to better triggers and notifications for businesses to respond to consumers.
3. Ad-hoc research is still used in the development of new products, so growth of online qualitative, online co-creation, online ethnography continues.
4. Smartphone ethnography starts to take the stage a couple of years from now, as penetration of these devices increases in BRIC etc…
5. There will still be online surveys (sorry Tom!) – but alternative methodologies will continue to take the place of many insight projects where in the past a quant survey was the norm.
6. Although this has already started, there is a disruptive shift in the way that online respondent recruitment is done, away from panels and directly from social networks via recruitment apps that people add to their profiles, making it more difficult to become a ‘professional respondent’. This is because of the ubiquity of social networks – and that recruitment apps will deeply analyse respondents social networks to determine a quality score for a potential respondent. The quality of online-only projects involving respondents who were also recruited online, will continue to increase


Andreiko Kerdemelidis
CEO at Visionslive

Traditional MR approaches and Social Media monitoring will converge as major brands continue to leverage platforms like Facebook fans pages and Google+. Progressive brands will continue to experiment with leveraging the social sphere but in 2012 more methods will be developed to test both the effectiveness of campaigns and measure the impact of these initiatives

0


Ron Sellers
President Grey Matter Research

Traditional MR approaches and Social Media monitoring will converge as major brands continue to leverage platforms like Facebook fans pages and Google+. Progressive brands will continue to experiment with leveraging the social sphere but in 2012 more methods will be developed to test both the effectiveness of campaigns and measure the impact of these initiatives

1


Anne Holland
President Anne Holland Ventures
(former founder Marketing Sherpa)

Traditional MR approaches and Social Media monitoring will converge as major brands continue to leverage platforms like Facebook fans pages and Google+. Progressive brands will continue to experiment with leveraging the social sphere but in 2012 more methods will be developed to test both the effectiveness of campaigns and measure the impact of these initiatives

2


Diane Hessan
President and Chief Executive Officer
Communispace

Traditional MR approaches and Social Media monitoring will converge as major brands continue to leverage platforms like Facebook fans pages and Google+. Progressive brands will continue to experiment with leveraging the social sphere but in 2012 more methods will be developed to test both the effectiveness of campaigns and measure the impact of these initiatives

3


Bernie Malinoff
President, element54

Traditional MR approaches and Social Media monitoring will converge as major brands continue to leverage platforms like Facebook fans pages and Google+. Progressive brands will continue to experiment with leveraging the social sphere but in 2012 more methods will be developed to test both the effectiveness of campaigns and measure the impact of these initiatives

4


Andrei Postoaca
CEO
Clintelica

Traditional MR approaches and Social Media monitoring will converge as major brands continue to leverage platforms like Facebook fans pages and Google+. Progressive brands will continue to experiment with leveraging the social sphere but in 2012 more methods will be developed to test both the effectiveness of campaigns and measure the impact of these initiatives

5

Traditional MR approaches and Social Media monitoring will converge as major brands continue to leverage platforms like Facebook fans pages and Google+. Progressive brands will continue to experiment with leveraging the social sphere but in 2012 more methods will be developed to test both the effectiveness of campaigns and measure the impact of these initiatives

6


Dan Foreman
CEO at Insight International

Traditional MR approaches and Social Media monitoring will converge as major brands continue to leverage platforms like Facebook fans pages and Google+. Progressive brands will continue to experiment with leveraging the social sphere but in 2012 more methods will be developed to test both the effectiveness of campaigns and measure the impact of these initiatives

7


Dan Weber
CEO Itracks

Traditional MR approaches and Social Media monitoring will converge as major brands continue to leverage platforms like Facebook fans pages and Google+. Progressive brands will continue to experiment with leveraging the social sphere but in 2012 more methods will be developed to test both the effectiveness of campaigns and measure the impact of these initiatives

8


Alastair Gordon
Managing Partner
Gordon & McCallum

Traditional MR approaches and Social Media monitoring will converge as major brands continue to leverage platforms like Facebook fans pages and Google+. Progressive brands will continue to experiment with leveraging the social sphere but in 2012 more methods will be developed to test both the effectiveness of campaigns and measure the impact of these initiatives

9


Kevin Lonnie
CEO and Founder
KL Communications

In 2012, data analytics and integration of primary and secondary research sources will be bigger than ever, with more innovation from established players, more client investment in solutions and more new companies looking to join the game

0


Dr. Stephen Needel
Managing Partner
Advanced Simulations

In 2012, data analytics and integration of primary and secondary research sources will be bigger than ever, with more innovation from established players, more client investment in solutions and more new companies looking to join the game

1


Matt Dusig
CEO and Co-founder
uSamp

In 2012, data analytics and integration of primary and secondary research sources will be bigger than ever, with more innovation from established players, more client investment in solutions and more new companies looking to join the game

2


Jason Cyr
CEO
Tiipz

In 2012, data analytics and integration of primary and secondary research sources will be bigger than ever, with more innovation from established players, more client investment in solutions and more new companies looking to join the game

3


Steven Van Belleghem
Managing Partner
Insites Consulting

While not a traditional market research firm I’ve included a prediction from my friend Arjun, CEO of Retargeter as his is one of a few Next Gen firms such as RapLeaf which are progressive in the area od social media and therefore interest me. The data they collect could be extremely powerful

In 2012, data analytics and integration of primary and secondary research sources will be bigger than ever, with more innovation from established players, more client investment in solutions and more new companies looking to join the game

4


Arjun Dev Arora
CEO and Founder
ReTargeter

In 2012, data analytics and integration of primary and secondary research sources will be bigger than ever, with more innovation from established players, more client investment in solutions and more new companies looking to join the game

5


George Terhanian
President
Toluna North America

In 2012, data analytics and integration of primary and secondary research sources will be bigger than ever, with more innovation from established players, more client investment in solutions and more new companies looking to join the game

6


Gian Fulgoni
Chairman
comScore

In 2012, data analytics and integration of primary and secondary research sources will be bigger than ever, with more innovation from established players, more client investment in solutions and more new companies looking to join the game

7


Tom H. C. Anderson
Managing Partner
Anderson Analytics – OdinText

Again a big thanks to all of you who have responded, I think we will definitely repeat the NGMR predictions in 2013 as well.

@TomHCAnderson
@OdinText

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kristinluck at 2012-01-06T17:48:07Z: Check out my 2012 prediction on….Next Gen Market Research C-Suite Predictions http://t.co/0qKwI6eY @tomhcanderson #mrx

 

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