Insurers' journeys to build a mastery in the IoT usage
The future of consumer insights
1. Prepared by: Joel Rubinson, President Rubinson Partners, Inc. “Marketing and research consulting for a brave new world” E-mail: joelrubinson@gmail.com Slideshare.net/joelrubinson Oct 15, 2010 The Future of Consumer Insights
2. My role here today President of Rubinson Partners, Inc. Retained as ARF executive to continue to drive Research Transformation and Shopper Insights Former Chief Research Officer at the ARF 2
4. On July 15th 2008, we began a journey 13 industry leaders spent a day at the ARF to discuss “listening” Advertisers: Procter, Unilever, General Mills Providers: Nielsen, TNS, Motivequest, Keller-Fay Media: ESPN, Razorfish, Digitas Within 45 minutes, the topic shifted: “Research has lost its ability to see the big picture; to hearthe unexpected” “Surveys are torture for respondents” “Research needs to inspire; storytelling is key” “Research used to be discrete events, now there’s a continuous Flow of insights that we can tap into” 4
5. Bell Curve of Product Research Spending 80% of Funding Reallocate $$$ $$$ Reallocate EVALUATION & TESTING CONSUMER FEEDBACK INNOVATION “Eighty percent of our funding goes into the evaluating and testing area in the middle of the curve and I know that at least 40% is wasted. I would like to see this money redistributed to the front end of the curve, in innovation, and at the end of the curve, responding to consumer feedback.” - Kim Dedeker, P & G
6. The current landscape 85% of research leaders indicated they are either “neutral” or “dissatisfied” with the impact of marketing research in their company. P1-Q5a. How satisfied are you with the impact of marketing research throughout your company? 1 to 5 rating scale (1=very dissatisfied)
18. OperationsP1-Q2a. Who are the most important champions of the marketing research department in your organization? P1-Q2b. Conversely, who are least inclined to use research even when they should? What do they do or who do they turn to instead?
38. Research transformation leadership Susan Wagner VP Global Strategic Insights, Johnson & Johnson Group of Consumer Co Donna Goldfarb VP Consumer and Marketing Insights, Americas, Unilever
39. The ARF Research Transformation Super-Council: Leaders The following research and insights leaders have committed to leading the creation of the research transformation blueprint via the ARF: Co-Chairs: Donna Goldfarb (Unilever), Susan Wagner (Johnson & Johnson), Joel Rubinson (ARF) Decision-making processes/metrics: Gayle Fuguitt (General Mills) John Forsyth (McKinsey) Jim Thompson (IPSOS) Consumer-led strategies: Gloria Cox (The Cambridge Group) Jennifer Nelson (Johnson & Johnson) Todd Cunningham (MTV Networks) Walker Smith (The Futures Group) Engagement and talent: Amelia Strobel (Kraft) Ian Lewis (Cambiar) Kim Dedeker (Kantar) Richard Thorogood (Colgate-Palmolive) 16
40. Future Forecast: Trends That Will Impact Marketing 2020 Vision: Trends that will Impact Marketing Technology/digitalization Privacy Changing economic power balance (driven by ascent of China followed by India) More connected, more empowered consumers "Media makeover" - includes media brands becoming multimedia brands, 360 media planning & measurement, geosynchronous targeting Glocalization The challenges for developed markets Aging populations, Healthcare, Pensions, Government Budget Crises The multicultural world Sustainability
52. Our mission “Inspiring better business futures by listening, learning, and translating humans and markets to bring them to life, in order to anticipate and give knowledge to the enterprise.” 23
53. Transforming your organization Learning organizations: Learning organizations always have their ear(s) to the ground. They are open minded, and their doors are open to new thinking, new trends, and new ideas. They intentionally seek out “newness” and find ways to democratize what is new, make it understood and acceptable, and make it available. The people they seek to connect with are their icons. People on their terms
55. Marketing Research Creed Understand the business. Create value from insights by getting to the “now what” and be accountable for the business result Be a thought leader. You must shape thinking not just validate. Tell the marketing team something they didn’t know. Prove your point and show the way. You must be a courageous risk-taker. Bring the human into all marketing decision-making. Be the voice that connects the brand and consumer. Be charismatic. Infuse with theatre to be heard and to become unforgettable Be future focused. If you prove your foresight, research will be viewed as an investment rather than an expense which is critical. Stay grounded. Our professional standards, principles, and processes for generating grounded insights set us apart Become an agent of change. Embrace new marketing ideas, new research tools, and become an effective activist for cultural change in the organization. 26
