Thursday, April 25, 2013

Why focus on a 360 approach?
What does a 360 approach mean?
What are the myths around this approach?
De-bunking the myths!
© 2013 blueocean market intelligence | #Insights360 | page 2
Evolution towards synthesis

• • Changing economic power balance
• Technology / digitalization
• Media makeover
• More connected, more empowered consumers
© 2013 Cambiar, LLC, All Right Reserved | #Insights360 | 4

If you don’t like change, you’ll like irrelevance a whole lot less.
Joe Tripodi, CMO, Coca-Cola
We are listening and exploring in very
different ways than the past, so that we
can more efficiently and effectively act
on unmet consumer needs.
Jeff Hunter, Former Sr. Director, General Mills
No single method – particularly
survey research – can uncover the
answer to every question.
Joan Lewis, Officer, Global CMK, P&G
© 2013 Cambiar, LLC, All Right Reserved | #Insights360 | 5

More. Faster. For Less.
New Methods. Better Processes.
The River of Information (Big Data)
Growth of the Global Middle Class
New Talent for a New Age
© 2013 Cambiar, LLC, All Right Reserved | #Insights360 | 6

Value
Added
Level
V
IV
III
II
I
Insights across
multiple studies from
this source
Insights from this
study
“Woven into the
strategic tapestry”
Insights across sources
Knowledge management and maximum business impact
Integration of information and insight generation across
multiple data sources
Design, analysis, reporting and generation of insights
Project management, data processing and quality control
Primary data collection
© 2013 Cambiar, LLC, All Right Reserved | #Insights360 | 7

Our analogy for the industry in 2020 is a RIVER
The fundamental premise is that research in 2020 will represent a continuous
and organic flow of knowledge
There are 1,000's of tributaries that feed the river. These tributaries represent
individual information sources
There will be a fundamental shift in how we approach business decision
making and influence of strategy; we move away from a project orientation
toward an ongoing process of knowledge access and utilization; value creation
is catalyzed from the organic knowledge found in the flow of the river
Source: ARF Research Transformation Super Council
© 2013 Cambiar, LLC, All Right Reserved | #Insights360 | 8

Historically Where We’re Headed
First conduct
research studies
First search the
Information
River
Then bolt on other information Then decide whether a
study is needed
It’s about how to have answers before they have the
questions. 4 - 6 weeks doesn’t fly. Trish Rainone, Chase
© 2013 Cambiar, LLC, All Right Reserved | #Insights360 | 9

The Shape of Marketing Research in 2021
JAR March 2011
Micu, Dedeker, Lewis, Moran, Netzer, Plummer and Rubinson
I look for curiosity and drive to learn and look
across different areas. Jack Lee, Estee Lauder
© 2013 Cambiar, LLC, All Right Reserved | #Insights360 | 10

91%
71%
Client Agency
Involved in
Data Synthesis Analysis
in Past 12 Months
92
74
50
41
37
36
31
29
30
24
24
89
70
36
30
23
35
25
26
22
20
12
Surveys/quant. research
Qualitative research
Market measurement
Company financial data
Sales force info.
Social media listening
Experience of co. execs
Co. or brand website data
Syndicated media audience data
Call center/customer email info
Syndicated web analytics data
Client (%)
Agency (%)
Among those involved in
data synthesis analysis
Types of Data Used in Synthesis
© 2013 Cambiar, LLC, All Right Reserved | #Insights360 | 11

Well-regarded as customer survey experts….
• Responsible for providing customer “insights” to
an organization, primarily through customer survey
based research
• Works well with two constituencies - internal
business partners and external agencies
• Generally in a good position, as customer-focused
organizations continue to invest in research
… Struggling to increase influence and impact
Market Research Departments have the potential to be leaders within this
information-driven business world
• The only department with the mandate, tools, funding and focus to stay abreast of
customers, competitors and market trends
• Need to rethink priorities to become the leaders of customer, competitive and market trend information
• This can happen through an evolutionary transformation
© 2013 blueocean market intelligence | #Insights360 | page 13
• Mega trends working against traditional MR
departments
• Data explosion
• Increasingly data driven corporations
• Not well positioned to integrate increasing sources
of data and information
• Not well positioned to evolve from researchers to
business advisors

Research 1.0 Research 2.0 Research 3.0
1
2
3
4
5
Generating research data
Delivering data
Discipline-focused
Fragmentation
Reacting to the business
Using research data
Delivering insight
Partnership-focused
Collaboration
Supporting the business
Using information
Delivering impact
Decision-focused
Integration
Driving the business
Research studies to
facilitate decisions
and reduce risk
Consumer insight
Inspire ideas to
Ignite growth
© 2013 blueocean market intelligence | #Insights360 | page 14

Complex marketplaces and rapid changes
in technology and consumer needs
Ever increasing size and depth of data
resources; huge increase in customer-
generated data
Makes business decision-making complex and time consuming
• Over-reliance on single source of data, data siloes, and non-
validated information are all major pain points
True intelligence can only come from well-grounded, thoughtful and
triangulated views of information, by leveraging multiple data resources >
a 360 degree view of the market and the consumer
© 2013 blueocean market intelligence | #Insights360 | page 15

The only way to keep pace in a
rapidly evolving and increasingly
data rich environment
Emphasis on
triangulation, information
synthesis, analytics and
storytelling, over project
management
Delivers the most comprehensive
view on customers, competitors
and market trends
Internal and
Transactional Data
Social
Media
Primary
Research
Syndicated Research and
Other Published Sources
Behavioral Data
Ethnography
Business
Insights
© 2013 blueocean market intelligence | #Insights360 | page 16

Evolves research managers from project management to fact-based
consultants
Often a 10X increase in the analytical effort necessary to find patterns
and build predictive models
Focuses on triangulation and data-supported story telling; single source
insights usually provide a partial and inconclusive view
Emphasis on data warehousing and synthesis, dashboards and
visualization
© 2013 blueocean market intelligence | #Insights360 | page 17

360 is time-consuming
360 is expensive
It is too difficult to access data sitting in siloes
Significant expertise is required to generate true 360 insights
No single company can deliver on 360
© 2013 blueocean market intelligence | #Insights360 | page 18

© 2013 blueocean market intelligence | #Insights360 | page 20
360 analysis is not incremental, it is
reengineering how research is designed
and delivered
Specialist teams work in parallel to
deliver 360 insights
360 becomes a process, supported by
the right people and technology

Re-engineering the research process takes
costs out of the system
Long tail data analysis, increasing shelf life
of projects, global delivery, knowledge
management systems, technology, sample
consolidation and many other techniques
reduce research costs dramatically
© 2013 blueocean market intelligence | #Insights360 | page 21

A large volume of data sources are readily available
360 does not have to “wait” for all possible data
resources
The path to 360 is usually through stages: first, a
view across research results; then, other publicly
available data; and finally, other sources in “silos”
As value increases, access to data sources increases
© 2013 blueocean market intelligence | #Insights360 | page 22

360 is more about deep analytics and
synthesis of multiple data streams than
subject matter expertise
Deepest subject matter expertise comes
from corporate research managers
© 2013 blueocean market intelligence | #Insights360 | page 23

Next gen intelligence companies are built
around this vision, and have trained
teams to integrate data from multiple
streams
© 2013 blueocean market intelligence | #Insights360 | page 24
Successful delivery requires strong
research managers, subject matter
experts and strong operational support
for analysis

Brand Health Tracking
Market Opportunity Assessment

Outcome
• Holistic view on brand
performance
• Recommendations
implemented with positive
results
• Able to address the “why’s ”
behind fluctuations in metrics
• Significant cost savings
Month
1 2 3 4 5 6 7 8 9 10 11 12
Baseline Deep Dive Study
Ongoing Tracking Study
Occasional Validation
Research (quant/qual)
Internal Data Analytics
Syndicated/Secondary
Research
Social Media Listening
Objective
Approach Brand tracker based on 360 approach; core methodology of quantitative primary
research, augmented with market, competitive and social intelligence
© 2013 blueocean market intelligence | #Insights360 | page 26
Track brand health metrics (brand awareness, brand consideration, brand
preference), brand image and competition

Objective To assess the market opportunity for a business application globally
Approach
Market sizing and forecasting based on 360 approach using syndicated data;
competitive analysis and consumer perspectives on focused primary research
augmented with secondary research and social media analysis
Outcome
• Enabled client to have clear
view of market opportunity
• Helped in geo-prioritization
and budget allocation
• Fed in to planning for next
version of the product
© 2013 blueocean market intelligence | #Insights360 | page 27
Internal and Transactional
data: based on client sales
team interviews
Social Media Analysis
Primary Research:
n=2500 interviews
Syndicated Research
Behavioral Data and
Ethnography (not
used in this study)
Business
Insights

Global brands are leading the shift towards information synthesis
Research in 2020 will symbolize a “river” of continuous and organic
flow of knowledge
Traditional approaches to research provide an inconclusive and
incomplete view of customers, markets and competitors
An integrated, 360 approach represents an opportunity for
research departments to increase their influence and impact
The myths surrounding an integrated approach are just that –
teams can overcome challenges of money, time, silos and expertise
© 2013 blueocean market intelligence | #Insights360 | page 28