2. http://www.intel.com/museumofme/en_AU/r/index.htm

7. Past – Marketing
Source: PHD

8. Please do our surveys or
attend group discussions
when we want you to and …
if you qualify

11. 1. WHO
1. Gen Y 5.85M
2. Gen Z 3.06M
2. WHAT THEY
VALUE
Connecting 3.WHAT THEY ARE
• Family
• Friendships
CONCERNED ABOUT • Health
with youth is (PERSONALLY)
• Body Image
complicated but • Family conflict
necessary • Coping with stress
4. ONLINE
• 85% want to pay
6. SOCIAL MEDIA 5. ATTITUDES TO for online content
7. HEALTH • Very wide ON-LINE • Downloaded music
• Losing sleep to spread (RETAILING) without paying
gadgets • Creating & BRANDS AND (28% as their
• Not enough fruit sharing SHOPPING primary source of
& veggies their ??? music)
• Not enough • Protective of their
physical activity online identity
to have health

12. gen y
Born 1982 - 2000
Age: 11 – 29
5.85 Million
27%
Sources: “Understanding Gen Y” Marc McCrindle; The Australian Bureau of Statistics

13. gen z
Born 2001 +
Age: < 11
3.06 Million
14%
*Also termed Generation I (Internet) or Generation M (Multitasking)
Sources: “Understanding Gen Y” Marc McCrindle; The Australian Bureau of Statistics

14. Changing
role of
research

15. Ask & Answer (One Way)
Behind the mirror
Listen and Discuss (Two Way)
Research as Translator
Co-creation groups (no mirror)
Research as Mediator

16. Our future will
(again) rely on…

17. 1 Retaining quality of process and
professionals
2 The Level of cost cutting that limits
effectiveness
3 The amount of Social media research
replacing traditional methods
4 The level of access to respondents via
traditional means
5 Our ability to deliver ROI
6 Our ability to combat information
overload
7 The corporate appetite for in sourcing
8 Our ability to engaging with respondents
in new ways
9 Our ability to embrace cultural and
technological; changes
10 Our own braveness in
marketing/positioning our profession

19. Likely
• Less appetite for risk/less $
available
• Gaming in M&S Research to
collide
• More DIY
• More Merger and acquisitions
• More mobile and location based
(GPS)
• More demand for simplicity from
clients
• More insight from non research
activities (CRM, WOM, SMM,
Analytics)

20. Continuous listening

21. Fine lines we will have to
tread
• Marketing and research
• Research and public consultation
• Customer listening vs. fast tracking service
issues (research as a short cut)
• Representativeness
• Stated vs. observed vs. actual data collection

22. - One way dialogue
- Standardised metrics delivered slowly
- Continuous projects/budgets
- Controlled by Agency or client
- Local knowledge
- PowerPoint and tables
- Role justified
- Asking questions

23. Where are we going?
• On call conversations
• Micro launches, insights,
iterations
• Doing more or the same
with less
• Empowering people to
engage
• Global learning
• Multimedia
• ROI
• Actively listening

25. 3 concepts to outline
what’s possible right now

26. http://customcf.visioncritical.com/demos/map_report/index.html

31. What happens to our social arrangements (substitute research) when every photo
can be recognised, geo-located and individuals tracked? What happens to
shops when every price can be compared? What happens to conversations when
it’s all recorded, or any fact is a 5 sec voice search away from being checked? -
TOM HUME, MANAGING DIRECTOR OF FUTURE PLATFORMS
THE
FUTURE

32. In the slightly altered word of John F Kennedy’s inaugural address
...Ask not what your (profession) can do
for you, Ask what you can do for your
(profession)”