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Tom De Ruyck, profile picture
Uploaded byTom De Ruyck
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The Future of Market Research

This document discusses three types of strategic focus for businesses: operational excellence, customer intimacy, and product leadership. Operational excellence involves providing standard, low-cost products to customers. Customer intimacy focuses on personalized products that exceed customer expectations. Product leadership means offering innovative, high-quality products. The rest of the document discusses how to engage customers and empower them as smart co-creators through the use of online communities and social media research.

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Operational Excellence Customer Intimacy Product Leadership 3 types of strategic focus (Tracey & Wiersema)
3 types of strategic focus (Tracey & Wiersema) Operational Excellence Customer Intimacy Product Leadership Provide customers with good, standard products at low cost Provide customers with high quality innovative products Provide customers with personalized products that exceed expectations
3 types of strategic focus (Tracey & Wiersema) Operational Excellence Customer Intimacy Product Leadership Provide customers with good, standard products at low cost Provide customers with high quality innovative products Provide customers with personalized products that exceed expectations
Consumers are at the heart of our organisations
Customers… Who are they?
Let’s look at our customers…
? ? ? ? 4 things to remember about the new customer
Consumers create content themselves…
57% A person from your contact list 14% A company
Everyone is a critic/reviewer and the outcome may leverage your brand…
... or damage your brand
? ? ?  Perfect information  Consumer-generated  Trustworthy  Lightning fast  Fuelled by social media
? ? ? empowered
Cultures were never so close
Stimulation junkies. On the go, but 100% connected.
Segmentation? Maybe contextually. Maybe.
? ? empowered  Globally in touch  Hyperfast learning  Raising bar of expectations  Segmentation = difficult
cosmopolitanempowered ? ?
What’s YOUR perfect restaurant experience like?
83%
Different Country, Dif ferent Story
Higher purchase intention for products co-created by peers. (van Dijk, 2012)
cosmopolitanempowered ?  Sharing feedback  Walking in our shoes  Concrete business outcomes
smart co-creator cosmopolitanempowered ?
The paradox of choice.
@tomderuyck
smart co-creator cosmopolitanempowered  Rational overload  Emotional heuristics  Herd behaviour  Emotional sharing
smart co-creator cosmopolitanempowered emotional
? ? ? ? 4 things to remember about the new customer
smart co-creator cosmopolitanempowered emotional
It’s the media, stupid!
What’s the impact on companies?
We need to make consumers an integral part of everything we do. Mariken Kimmels / H.J. Heinz
What’s the impact on research?
The battle of the screens
Playing instead of paying for attention
Filling our Blind Spots
Survey research in the age of engagement?
64
67 When hovering over with mouse Participant can unlock the first module “profile”
68 AFTER THE FILLING OUT THE MAIN SURVEY, TOPIC ENGAGED PARTICIPANTS CAN OPT-IN FOR THIS NEXT PART WITH ADDITIONAL INCENTIVATION.
69 THEDESIGNERTOOL
70 THEINSPIRATIONWALL
71 THEPHOTOSTORE
THEPHOTOSTORE
73 REVIEWWRITINGMODULE
74 REVIEWWRITINGMODULE
75 THEINSPIRATIONWALL
76 THEINSPIRATIONWALL
77 THEIDEATIONTOOL
78 Meet eBay Meet Katia THEIDEATIONTOOL Delivery system Customer service Mobile shopping Do you have any idea on how Ebay can optimize and improve the current delivery system? What are you expectations? Where does it currently go wrong? What improvements are needed? Do you have any idea on how Ebay can optimize and improve the customer service policies? What are you expectations? Where does it currently go wrong? Do you have any idea on how Ebay can optimize and improve the mobile shopping experience? What are you expectations? Where does it currently go wrong?
79 THELOUNGE
80 Meet eBay Meet Katia THELOUNGE Topic title Topic title Topic title Topic title Topic title Topic title Topic title Topic title
81 THEPHOTOSTORE
82 THEPHOTOSTORE
83 BEHINDTHESCENES
What about mobile Market research?
? ?? ? Exploring
Recruitment Mobile = online + offline research
Should we worry? Socio demographics Technological advancedEngagement
? ? ? 1/Recruitment
Profile? Impact? Satisfaction?
Time to reach 400 participants? 4 hours 4 days 4 weeks @McDonaldSimon @Anoukw1
Get access to real behaviour! New information
2/ Marketing ? ? ? 1/Recruitment
How about mobile & MROCs?
15 inch 4,3 x less engagement? 3,5 inch
Does mobile make community members less engaged?
Yes No Using the mobile app really helps me staying in touch more with the community “ “ Does mobile make community members less engaged?
15 inch Mobile leads to less rich data? 3,5 inch Yes NoNo
Members don’t post more, but… …more contextual & personal stuff