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Why Quality Doesn't MatterTerminal illness of Survey ResearchStan SthanunathanVice President – Marketing Strategy & InsightsThe Coca-Cola Company
May 2, 2023 Confidential - Internal Use Only 1
BEYOND QUALITY…What is thenext frontier?Stan SthanunathanVice President – Marketing Strategy & InsightsThe Coca-Cola Company
May 2, 2023 Confidential - Internal Use Only 3
85%P1-Q5a. How satisfied are you with the impact of marketing research throughout your company? 1 to 5 rating scale (1=very dissatisfied)
of research leaders indicated they are either “neutral” or “dissatisfied” with the impact of marketing research in their company.
May 2, 2023 Confidential - Internal Use Only 4
Probabilistic vs Non-Probabilistic Sample
On-line Research Data Quality
Respondent Engagement
Length of Questionnaire
The Big Debates…
Same movie, different characters and slightly different script
May 2, 2023 Confidential - Internal Use Only 5
Is this the right debate?
The only debate?
Are we focusing on Urgent vs Important?
The Big Questions ?
May 2, 2023 Confidential - Internal Use Only 6
The world is changing rapidly
The debate among our clients has moved on
Focus is on inspiration, ROI, better execution, value creation
But we focus a lot of our time and effort on technical challenges
May 2, 2023 Confidential - Internal Use Only 7
A big paradigm shift is needed
It is not about following the change as quickly as possible
It is about helping companies to shape the change
May 2, 2023 Confidential - Internal Use Only 8
We Need to Light the Way!
May 2, 2023 Confidential - Internal Use Only 9
End users expectations Bring value to the table…
Play at the top of the pyramid
Playing at the bottom comes naturally to us
Win by adding value to daily life
Putting humans at the center
Bringing humans to life
Synthesis
Data Feeds
Craftsmanship Science
Communication Storytelling
Inspiring Better Brands
Old ValueCenter:
Activity
New ValueCenter:
Synthesized learning &
impact
May 2, 2023 Confidential - Internal Use Only 10
Expectations from our clients are going to accelerate
May 2, 2023 Confidential - Internal Use Only 11
Inspiration“Doing more of the same
and expecting different results is
definition of insanity”
May 2, 2023 Confidential - Internal Use Only 12
Translation“Doing the
same type of research and
expecting deeper insights
is height of optimism”
May 2, 2023 Confidential - Internal Use Only 13
House to house Online
We have made progress as an industry
New approaches to getting insights – Need of the hour
….But more out of necessity
May 2, 2023 Confidential - Internal Use Only 14
Why is this important?
Are we well positioned to drive transformational change?Are we thinking enough about research innovation? Are we putting money behind this?
May 2, 2023 Confidential - Internal Use Only 15
Technology changes at an accelerated paceWe can’t just be in “FINE TUNING” mode
May 2, 2023 Confidential - Internal Use Only 16
We are too slow to adapt or to change
10 Years
75 Years
May 2, 2023 Confidential - Internal Use Only 17
Has the research industry changed at the same pace?
May 2, 2023 Confidential - Internal Use Only 18
NO
May 2, 2023 Confidential - Internal Use Only 19
How people spend their time has changed over the years
32.7 hrs/wk≈50% of all media hours
2x 16.4 hours
8x 3.9 hours
Responding to questionnaires is not the most important pre-occupation of people…
we would like to believe that
May 2, 2023 Confidential - Internal Use Only 20
How people interact with each other is changing!
May 2, 2023 Confidential - Internal Use Only 21
Information is getting democratized
May 2, 2023 Confidential - Internal Use Only 22
Client expectationsInfinityand Beyond!Our Mission should be
to go where no man has gone before
May 2, 2023 Confidential - Internal Use Only 23
What is blocking our way?
May 2, 2023 Confidential - Internal Use Only 24
We can’t even agree on a definition of an insightUnderstanding business and consumer needs and turning these into opportunities against the brief
the ability to perceive clearly or deeply the inner nature of things
The capacity to discern the true nature of a situation; penetration
The act or outcome of grasping the inward or hidden nature of things or of perceiving in an intuitive manner.
Insight is knowledge which you become aware of that wasn’t obvious on the surface
Inspiration for ideas
A penetrating understanding, as of a complex situation or problem
Knowledge about customers needs, characteristics, preferences and behaviors based on analysis of qualitative and quantitative data. Specific insights can be used to inform marketing tactics directed at groups of customers with shared characteristics
An insight is a breakthrough that not only solves problems and creates change but is also easily understood and communicated. However, an insight has to uncover the true nature of something in order to have impact
Retrospectively Self-Evident
May 2, 2023 Confidential - Internal Use Only 25
We don’t know what we don’t know and… We don’t know how to know what we don’t know Focus
GroupsSurvey
Research
Observe
Listen
Synthesize
Deduce
May 2, 2023 Confidential - Internal Use Only 26
What would our final frontier look like?
Let’s Imagine
May 2, 2023 Confidential - Internal Use Only 27
Insight provider for the world
+300M Active users. Arguably… the best source of insights for understanding Human Condition
May 2, 2023 Confidential - Internal Use Only 28
Yielding sample framesfor survey research+200M search queries daily –
Insights into what’s on people’s mind?
May 2, 2023 Confidential - Internal Use Only 29
Online retailers revealinghuman understanding
Choice of music/books provides excellent understanding of who you are
R
May 2, 2023 Confidential - Internal Use Only 30
All information available at your fingertipsTechnological revolution
transforming information
May 2, 2023 Confidential - Internal Use Only 32
New content on the web every year
The web being the main source of killer Consumer Insights
= 16,000 times books ever written!
971 Petabyt
es
May 2, 2023 Confidential - Internal Use Only 33
The web as insight providerWith content intelligence (via semantic indexing) we can harness online consumer conversations, delivering insights far beyond traditional “sentiment.”
Market sizingPreferenceAnalysis
Emotionality Demographicsegmentation
PopularOpinion
Netnography: obtaining qualitative data/insights from consumers chatting online in forums and elsewhere
FasterTypical market research techniques
may take weeks or months.
Less expensiveTypical market research techniques
are capital and labor intensive.
BetterBias exists in all market research techniques. Netnography is more
transparent. And due to its low cost, it’s a good tool for a “first look.”
May 2, 2023 Confidential - Internal Use Only 34
May 2, 2023 Confidential - Internal Use Only 35
Provide inspiration and provocation to drive transformational change
What do we do next?
May 2, 2023 Confidential - Internal Use Only 36
In order to reach our next frontier
Technology
Vendors
Talent
Our next frontier
May 2, 2023 Confidential - Internal Use Only 37
What do we need from Clients and Research Agencies?
Creative Problem SolversStory TellersDisruptive ThinkersVisionaries Act before the changes come… shape change
FROM TOInsights ProvidersData PullerInstruction followerAnalysis GurusReact after changes
May 2, 2023 Confidential - Internal Use Only 38
ImagineData becoming commodityAgencies rewarded for business results deliveredFocus is on
Outcomes… not inputsInspiring change… not followingCreating the future… not predicting it
May 2, 2023 Confidential - Internal Use Only 39
Change or be ChangedTransformation is not an option… but a business imperativeGetting or not getting a seat at the table is up to us!Let us accelerate this journey collectively
May 2, 2023 Confidential - Internal Use Only 40
THANK YOU