4. Winds of Change (1)- ‘Changing Face Of Data Collection ’
Face to Face
Interviewing
“ In the past “market research was the domain
Telephonic /Emails
of few”. Agency seen as ‘only conduit” to voice
of the customer. However with “technology”
democratization of research is underway”
Online Panels/ Mobile
Panels / Social
networks
5. Winds of Change (2)- ‘Increased Dependence on Big Data’
SCENARIO 1 : ABC TELECO (Year 1998)
Churn Rates spike
Key Information Used for Decision Making :
Primary Research i.e. analysis of variables
impacting Loyalty Index in ongoing primary
research. Commissioned another adhoc primary
research to map stated triggers for churn
Action Taken : Mass Campaign to address “issues”
SCENARIO 2: ABC TELECO (Year 2011)
Churn Rates spike
Key Information Used for Decision Making : Decision making is moving beyond
Big Data : Looked at behavioral profiles of just primary data to being multiple
Customers who churned & Mapped behaviors data sources led. ‘In the era of big
most closely linked to churn
Primary Data : Analysis of Variables impacting data; more isn’t just more . More is
Loyalty Index in ongoing track different”
Action Taken : Micromarketing to address “issues”
6. Winds of Change (3): Changing Nature of “ Brand Conversation’s’
Panel Communities/ Social Networks leading To Crowd
sourcing & Co creation
Power of Social Networks O&M creative head tracked down and
Unleashed: New Gap Logo, reached out to Jonathan Mak Long;
Despised Symbol of Corporate who had previously gained internet
Banality, Dead at One Week acclaim for his Steve Jobs tribute
7. Winds of Change (4): Ability to Go Beyond Stated
Current Research Methodologies Anchored People don’t (or can’t)
in Rational Decision Making tell us everything
Need to Go Beyond The “Stated”
9. Against this Context: “Striking A Balance”
Is Reaching this Balance Feasible? Is Reaching this is balance is not
If so how can this balance be feasible? Why Not? Of the 3 needs
achieved? which two in your opinion be
bundled ? Why?
Balanced Approach Method Challenge To Time
Balance
Data Collection
Data
Collection
Analysis
Analysis
Weaving The Story
Weaving The
Story
