business unusual: strategies to ensure 2018 is the year research stops dreaming and starts doing

BusinessUnusual:StrategiestoEnsure2018istheYearResearchStopsDreamingandStartsDoingKris?nLuck,LuckCollec?ve Beyond MR

BusinessUnusualStrategiestoEnsure2018istheYearResearchStopsDreaming&

StartsDoing

Kris>nLuckLuckCollec>ve

@KRISTINLUCK

CHALLENGES

“I’m&redofhearingthatthemarketresearchindustryneedstoinnovate.Whatdoesthatevenmeananymore?Hasanyone

intheMRworlddonetrulyinnova&veworklately?”

–CorporateResearcherReport,Quirks2017

BusinessUnusual:StrategiestoEnsure2018istheYearResearchStopsDreamingandStartsDoingKris?nLuck,LuckCollec?ve Beyond MR

MARKET RESEARCH THROUGHOUT THE YEARS

1920’s

1970’s

1990’s

2000’s

NOW

DANIEL STARCH ERA WORLD WIDE WEB DEMOCRATIZATION OF RESEARCH

Modern market research born to track advertising effectiveness

Data collection becomes more efficient with the advent of online panels

Everyone runs research – More data is collected by more people because they need more customer insights

METHODOLOGICAL STANDARDIZATION

THE DATA EXPLOSION

Increased standardization in methodology and emphasis on best practices

Big, episodic research projects are commonplace. Research timelines begin accelerating

BusinessUnusual:StrategiestoEnsure2018istheYearResearchStopsDreamingandStartsDoingKris?nLuck,LuckCollec?ve Beyond MR

(INUS$M) 2014 2015 2016 2015/16NETGROWTH(%)

Tradi?onallydefinedmarketresearch(ESOMARGMR)* 38.3 39.7 40.2 1.3**

Onlineanaly?cs 7.9 8.8 9.5 8.0

Managementconsultancies 5.3 5.6 5.9 5.4

IT&telecomresearch 3.8 4.0 4.4 10.0

Marke?ngreports&research 3.6 3.6 3.9 8.3

Socialmediamonitoring 1.7 2.1 2.7 28.6

Socialmedia&communi?es 1.9 2.0 2.1 5.0

Webtrafficmeasurement 1.1 1.1 1.2 9.1

Sampleandpanelproviders 0.95 0.99 0.96 -3.0

Surveyso^ware 0.50 0.58 0.65 12.1

Incrementalturnoversub-segments 26.8 28.8 31.3 8.7

Totalvalueexpandedmarket 65.1 68.5 71.5 -

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**Growthnumberisanetgrowthnumber,whichincorporatescurrencyvaria?ons

BusinessUnusual:StrategiestoEnsure2018istheYearResearchStopsDreamingandStartsDoingKris?nLuck,LuckCollec?ve Beyond MR

AVERAGE INTERVIEW LENGTH

14

16

1918

23

21

2010 2011 2012 2013 2014 2015

Min

utes

Interview Length

*Source: SSI Data Data based on a calendar year (January-December) Includes all global studies fielded through SSI Dynamix Exclusions: studies with median time >24 hours

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BusinessUnusual:StrategiestoEnsure2018istheYearResearchStopsDreamingandStartsDoingKris?nLuck,LuckCollec?ve Beyond MR

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BusinessUnusual:StrategiestoEnsure2018istheYearResearchStopsDreamingandStartsDoingKris?nLuck,LuckCollec?ve Beyond MR

Hearwhatactualrespondentsthinkaboutresearchsurveysat…..

hcp://content.voxpopme.com/survey

BusinessUnusual:StrategiestoEnsure2018istheYearResearchStopsDreamingandStartsDoingKris?nLuck,LuckCollec?ve Beyond MR

NOTCONVINCED?

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BusinessUnusual:StrategiestoEnsure2018istheYearResearchStopsDreamingandStartsDoingKris?nLuck,LuckCollec?ve Beyond MR

OPPORTUNITIES

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BusinessUnusual:StrategiestoEnsure2018istheYearResearchStopsDreamingandStartsDoingKris?nLuck,LuckCollec?ve Beyond MR

WHATTOLOOKFOR

GRIT

SCALABLE

FUTUREPROOF

ABILITYTOPIVOT

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BusinessUnusual:StrategiestoEnsure2018istheYearResearchStopsDreamingandStartsDoingKris?nLuck,LuckCollec?ve Beyond MR

COMBATTING FEAR OF FAILURE

DEVELOPACULTUREOFEXPERIMENTATION

CLIENTADVOCATES

LEANSTART-UPTECHNIQUES

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BusinessUnusual:StrategiestoEnsure2018istheYearResearchStopsDreamingandStartsDoingKris?nLuck,LuckCollec?ve Beyond MR

COMPANIES INNOVATING RIGHT

THEFUTUREOFINSIGHTS

HUMANIZED

INTERACTIVE

DYNAMIC

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BusinessUnusual:StrategiestoEnsure2018istheYearResearchStopsDreamingandStartsDoingKris?nLuck,LuckCollec?ve Beyond MR

4DAILYHABITSTOENSUREYOU’REFUTUREPROOF

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BusinessUnusual:StrategiestoEnsure2018istheYearResearchStopsDreamingandStartsDoingKris?nLuck,LuckCollec?ve Beyond MR

FOLLOWYOURINSTINCTS

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BusinessUnusual:StrategiestoEnsure2018istheYearResearchStopsDreamingandStartsDoingKris?nLuck,LuckCollec?ve Beyond MR

GETOUTSIDETOGETINSIDE

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BusinessUnusual:StrategiestoEnsure2018istheYearResearchStopsDreamingandStartsDoingKris?nLuck,LuckCollec?ve Beyond MR

BEAFUTURESCOUT

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BusinessUnusual:StrategiestoEnsure2018istheYearResearchStopsDreamingandStartsDoingKris?nLuck,LuckCollec?ve Beyond MR

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BusinessUnusual:StrategiestoEnsure2018istheYearResearchStopsDreamingandStartsDoingKris?nLuck,LuckCollec?ve Beyond MR

BUSTOUTOFYOURCOMFORTZONE

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BusinessUnusual:StrategiestoEnsure2018istheYearResearchStopsDreamingandStartsDoingKris?nLuck,LuckCollec?ve Beyond MR

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BusinessUnusual:StrategiestoEnsure2018istheYearResearchStopsDreamingandStartsDoingKris?nLuck,LuckCollec?ve Beyond MR

“Intheend,thegreatcompanieswillbetheonesthathavevisiontofacefactssquareintheeyeand

takeac?on-radicalac?on”

–RoseMarcario,CEO,Patagonia

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BusinessUnusual:StrategiestoEnsure2018istheYearResearchStopsDreamingandStartsDoingKris?nLuck,LuckCollec?ve Beyond MR

KRISTIN LUCK KRISTIN@LUCKCOLLECTIVE.COM

+1 310 713 6622

@kristinluck

BusinessUnusual:StrategiestoEnsure2018istheYearResearchStopsDreamingandStartsDoingKris?nLuck,LuckCollec?ve Beyond MR

Q & A

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BusinessUnusual:StrategiestoEnsure2018istheYearResearchStopsDreamingandStartsDoingKris?nLuck,LuckCollec?ve Beyond MR

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