The future of market research is disrupted and hybridized. This is our perspective of the best methods for immersive, imaginative, intimate and interconnected research programs.

1. STOP
THE
RESEARCH
RIP-­‐OFF:
Methods
in
Disrup<on
Originally
Presented
by
Caroline
Wilson
at
the
MRIA
Na<onal
Conference
Montreal
June
3rd
2016
Revised
for
Readability

2. 2
Source:
xkcd
Vireo’s
belief
is
that
data
and
research
projects
can
and
should
be
transforma<ve.
They
can
and
do
solve
some
of
the
biggest
challenges
we
face
as
organiza<ons,
as
people,
as
a
society.
We’re
the
best
people
to
do
this
BIG
work,
but
we’ll
need
to
keep
our
seat
at
the
table
to
do
it.
Our
industry
is
being
challenged
by
“other”
consultants
from
“other”
industries
taking
our
methods
and
reducing
our
role.
Our
voice
is
missing
and
being
redefined
in
our
absence.
The
MR
industry
needs
to
broaden
its
perspec4ve.

3. WE’RE
SEEING
THE
THE
FRAYED
EDGES
OF
METHODS
IN
DISRUPTION:
“Other”
Consultants
are
using
our
methods
in
hybrid
approaches
COMPLEXITY:
MR
overcomplicates
with
orgs
that
don’t
have
an
in-­‐depth
knowledge
of
the
research
industry,
or
established
pipelines
for
our
work
to
filter
into.
NO
IMPLICIT
TRUST:
When
clients
don’t
know
the
MR
industry,
there’s
no
established
trust
we
can
rely
on,
and
our
industry
language
doesn’t
translate.
LACK
OF
ACCESS:
MR
suppliers
commonly
keep
barriers
up
between
respondents
and
clients
and
across
project
phases.
SIMPLICITY:
“Other”
consultants
make
research
simple,
a
step
in
something
bigger
that
needs
to
be
accomplished,
and
integrates
into
ac<on
and
strategy.
TRANSPARENCY:
“Other”
consultants
build
trust
through
transparency
and
common
language.
DIRECT
PARTICIPATION:
“Other”
consultants
offer
a
more
direct
connec<on
across
a
project’s
phases.
ADVISORY
BOARDS
COMMUNITIES
DISCUSSION
GROUPS
PEER-­‐TO-­‐PEER
INTERVIEWS
Commonly
disrupted
methods:
THESE
“OTHER”
CONSULTANTS
ARE
OFTEN
DOING
A
BETTER
JOB
THAN
US
IN
IMPORTANT
AREAS.
THIS
CREATES
A
DISRUPTABLE
LANDSCAPE.

4. 4
SO
WHAT’S
THE
PATH
FORWARD?
Source:
Daan
Roosegaardes
We
can
beat
those
“other”
consultants,
if
we
collaborate
effec<vely
and
hybridize
in
our
own
ways.
We
can
take
the
methods
back
and
reframe
our
role
and
the
transforma<ve
power
of
our
work.
There
are
four
core
feelings
our
work
should
embody
in
order
to
do
this
and
specific
techniques
to
address
each.

5. IMMERSIVE:
The
client
should
feel
surrounded
by
the
world
we’re
bringing
to
life
for
them,
and
be
a
part
of
it
Source:
Vaclav
Krpelik
The
experience
of
gedng
the
data,
the
informa<on
and
the
solu<on
should
be
immersive.
Obviously
there’s
a
lot
of
new
technologies
that
are
helpful,
but
those
tools
are
only
as
good
as
their
applica<on.
Examples/Techniques:
• A
tea
party
for
a
tea
start-­‐up
that
included
clients
and
customers
prototyping
packaging
together
• Coders
working
with
users
in
real-­‐<me
to
explore
sofware
• A
bus
being
driven
around
a
town
with
people
wri<ng
directly
on
it,
describing
what
they
want
to
see
in
their
communi<es

6. IMAGINATIVE:
We
need
to
be
sparking
people’s
imagina4on;
the
clients’
and
the
par4cipants’
Source:
Melissa
Petrie
We
know
innova<on
happens
at
the
cross
points,
between
disciplines,
between
departments,
so
the
more
cross
points
you
can
create,
while
s<ll
staying
focused,
the
more
likely
you
are
to
see
that
spark
of
imagina<on.
Examples/Techniques:
• Innova<on
Exercises/Workshops
like
25:10,
“Kill
the
Stupid
Rule”
• Posters
placed
on
empty
store
fronts
asking
people
to
complete
the
sentence
“I
wish
this
was
a…”

7. INTIMATE:
In4macy
comes
from
knowing
things
that
others
don’t
Source:
Damon
Dahlen/Huffington
Post
We
need
to
create
situa<ons
where
people
feel
like
they’re
hearing
voices
and
stories
other
people
haven’t
heard;
others
in
their
industry,
others
in
their
organiza<ons.
Examples/Techniques:
• Ensuring
proper
review
of
previous
research
to
build
on
gaps
• Storytelling
techniques
• Video
reports
• Galleries
of
voices
and
images,
or
any
crea<ve
work
par<cipants
have
created
There’s
power
behind
knowing
something
others
don’t
and
an
accountability
to
take
care
of
that
informa<on
and
ac<on
it.

8. INTERCONNECTED:
Whatever
we’re
comple4ng
or
producing,
it
needs
to
connect
in
a
simple
way
to
the
original
purpose
and
past
knowledge
Source:
Simon
Doggek
There
needs
to
clear,
clean
<es
to
the
next
steps
and
follow
on
work.
There
shouldn’t
be
significant
re-­‐working
to
move
forward.
Examples/Techniques:
• Workshops
before
and
afer
the
research
• Worksheet
templates
within
the
report
• Providing
and
integra<ng
raw
data
files
If
we’re
not
helping
people
act,
and
providing
long
term
value
then
we
aren’t
doing
our
job.

9. Thanks!
Any
Ques<ons?
Caroline
Wilson
Vireo
Research
caroline@vireoresearch.com
@carolinevireo