On March 2nd, Ray Poynter gave this presentation, "The Case for NewMR" at Revelation's Great Research Thinking Webinar Series.

1. The Case for NewMR Ray PoynterThe Future Place2 March, 2010

2. Agenda Quant research is busted! NewMR? Listening, the meme of 2010 MROCs Prediction markets Participatory blogs Paradigms, quality, and ethics

3. Sorry!

4. Method Shares 2008

5. Method Shares 2008 ESOMAR Global Report 2009

6. Global Spend

7. Global Spend ESOMAR Global Report 2009

8. Quant Research is Busted!

9. Quant Research is Busted! Two fundamental assumptions

10. Quant Research is Busted! Two fundamental assumptions Random probability sampling

11. Quant Research is Busted! Two fundamental assumptions Random probability sampling People are able and willing to answer the questions we ask

12. NewMR

13. NewMR Taking the world as it is

14. NewMR Taking the world as it is Return to theory

15. NewMR Taking the world as it is Return to theory Alternative quantitative models

16. NewMR Taking the world as it is Return to theory Alternative quantitative models More qualitative/ethnographic

17. NewMR Taking the world as it is Return to theory Alternative quantitative models More qualitative/ethnographic Communities, web scraping, blogging, prediction markets, and discourse analysis

18. So, Why Does Market ResearchUsually Work?

19. So, Why Does Market ResearchUsually Work? Homogeneity vs heterogeneity

20. So, Why Does Market ResearchUsually Work? Homogeneity vs heterogeneity Modelling

21. So, Why Does Market ResearchUsually Work? Homogeneity vs heterogeneity Modelling The Art of market researchers

22. So, Why Does Market ResearchUsually Work? Homogeneity vs heterogeneity Modelling The Art of market researchers Measuring relative change not absolutes

23. So, Why Does Market ResearchUsually Work? Homogeneity vs heterogeneity Modelling The Art of market researchers Measuring relative change not absolutes Wisdom of Crowds and mirror neurons

27. Stan SthanunathanVP, marketing strategy and insights, Coca-Cola

28. Stan SthanunathanVP, marketing strategy and insights, Coca-Cola “The most important thing is that in all the work we do, we’re basically going after the tip of the iceberg. ……..It’s about understanding the human condition. We’re too focused on understanding consumption behaviour and shopping behaviour. We need to understand the human condition, which you’ll only know by observing, listening, synthesising and deducing.”

29. Listening

32. Ethnography E-ethnography Netnography Virtual Ethnography Online Ethnography ?

34. Google Insights

35. MySpace

36. MySpace Facebook

37. MySpace Facebook Twitter

38. 2005 2006 2007 2008 2009

40. X Factor

41. X Factor InSites Consulting & RTL Netherlands

42. X Factor InSites Consulting & RTL Netherlands 71,230

45. Three Trends

46. Three Trends MROCS, e.g. 50-500 Insight driven

47. Three Trends MROCS, e.g. 50-500 Insight driven Community Panels 5000+ ROI driven

48. Three Trends MROCS, e.g. 50-500 Insight driven Community Panels 5000+ ROI driven WE-Research Citizen research

55. Why Communities Growing?

56. Why Communities Growing? Because they are VERY fashionable

57. Why Communities Growing? Because they are VERY fashionable They fit the ‘Listening’ meme

58. Why Communities Growing? Because they are VERY fashionable They fit the ‘Listening’ meme Brands are looking for something new

59. Why Communities Growing? Because they are VERY fashionable They fit the ‘Listening’ meme Brands are looking for something new Traditional qual too slow, too expensive

60. Why Communities Growing? Because they are VERY fashionable They fit the ‘Listening’ meme Brands are looking for something new Traditional qual too slow, too expensive Quant too expensive, too thin, too boring

61. Why Communities Growing? Because they are VERY fashionable They fit the ‘Listening’ meme Brands are looking for something new Traditional qual too slow, too expensive Quant too expensive, too thin, too boring MROCs are already bigger than online qual research (e.g. OLFGs, BBFGs, and IDIs)

62. Why Communities Growing? Because they are VERY fashionable They fit the ‘Listening’ meme Brands are looking for something new Traditional qual too slow, too expensive Quant too expensive, too thin, too boring MROCs are already bigger than online qual research (e.g. OLFGs, BBFGs, and IDIs) But, if something came along with better ROI or more sexy, it would take over

63. 2010 Projection

64. 2010 Projection Demand Strong growth in client demand for communities

65. 2010 Projection Demand Strong growth in client demand for communities Supply Growth in number of software solutions More agencies desperate to sell projects

66. 2010 Projection Demand Strong growth in client demand for communities Supply Growth in number of software solutions More agencies desperate to sell projects Net Supply exceeds demand

67. From ME-ResearchTo WE-Research

72. QualityEthicsEffectiveness

77. A few thoughts

78. A few thoughts Online quant is busted!

79. A few thoughts Online quant is busted! Online qual is tiny

80. A few thoughts Online quant is busted! Online qual is tiny Most social media research is qual

81. A few thoughts Online quant is busted! Online qual is tiny Most social media research is qual (Some) quants don’t understand qual

82. A few thoughts Online quant is busted! Online qual is tiny Most social media research is qual (Some) quants don’t understand qual Brush up your ethnography

83. A few thoughts Online quant is busted! Online qual is tiny Most social media research is qual (Some) quants don’t understand qual Brush up your ethnography Get connected

84. Thank YouQuestions?