the 3 most interesting trends in research today
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The 3 Most Interesting
Trends in Research Today Simon Chadwick
Managing Partner at Cambiar and
Editor in Chief of Research World
The 3 Most Interesting Trends in Research Today
Mid-Atlantic MRA Spring Symposium Washington, DC
April, 2015
SKILLS MODEL
BUSINESS MODEL
HUMAN MODEL
3 MODELS
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SKILLS MODEL
BUSINESS MODEL
HUMAN MODEL
3 MODELS
WHAT DO WE DO?
HOW DO WE DO IT?
WHO ARE WE?
3 EXISTENTIAL QUESTIONS
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SKILLS MODEL
BUSINESS MODEL
HUMAN MODEL
3 MODELS
WHAT DO WE DO?
HOW DO WE DO IT?
WHO ARE WE?
3 EXISTENTIAL QUESTIONS
THE AGE OF POWER SKILLS
CREATIVE DESTRUCTION
MILLENNIAL MR
3 META-TRENDS
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WHAT DO WE DO? THE AGE OF POWER SKILLS
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“If you don’t like change, you’ll like irrelevance a whole lot less”
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THE RISK MITIGATORS
THE INFORMATION COLLECTORS
THE THOUGHT LEADERS
THE CONSUMER EMPATHS
THE BUSINESS DRIVERS
RATIONAL - SKEPTICAL - RIGOROUS DETAIL - ANALYTICAL - DATA-DRIVEN
PROACTIVE - IMAGINATIVE - INSPIRING EMPATHETIC - INTUITIVE - CONFIDENT
ACTION - RISK-TOLERANT - OWNERSHIP
2015 Cambiar, LLC. All rights reserved 7
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What Do We Do? We Sit at the Nexus
Data
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Skill Set – Today vs. Five Years
42
28
38
51
40 47
64 57
74
66
57
81
61 65
78
62 68
78
37
56 49 46
0
10
20
30
40
50
60
70
80
90
Clients
Source: Cambiar Future of Research 2014
2015 Cambiar, LLC. All rights reserved 11
Influencing
Story-telling
Synthesis
Consulting
Research Skills
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HOW DO WE DO IT? CREATIVE DESTRUCTION
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Gartner’s MR Hype Cycle
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Innovation Trigger
Peak of Inflated
Expectations
Trough of Disillusionment
Slope of Enlightenment Plateau of Productivity
Plateau will be reached in: less than 2 years 2 to 5 years 5 to 10 years
Expectations
Gartner’s Take
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Innovation Trigger
Peak of Inflated
Expectations
Trough of Disillusionment
Slope of Enlightenment Plateau of Productivity
Plateau will be reached in: less than 2 years 2 to 5 years 5 to 10 years
Emotion Detection/Recognition
Social Media Analytics
Big Data
Behavioral Economics
Neurometric Research
Digital Ethnography/ Qualitative
Web Analytics
Expectations
Time
Adding in DIY Research
2015 Cambiar, LLC. All rights reserved 17
Innovation Trigger
Peak of Inflated
Expectations
Trough of Disillusionment
Slope of Enlightenment Plateau of Productivity
Plateau will be reached in: less than 2 years 2 to 5 years 5 to 10 years
Emotion Detection/Recognition
Social Media Analytics
Big Data
Behavioral Economics
Neurometric Research
Digital Ethnography/ Qualitative
Web Analytics
Expectations
Time
Conventional DIY
App Store DIY Research
2015 Cambiar, LLC. All rights reserved 18
2015 Cambiar, LLC. All rights reserved 19
Shifting sands
-80 -60 -40 -20 0 20 40 60 80 100
F2F Focus Groups
Pack testing
Ad tracking
A&U
Copy testing
Brand tracking
Digital focus groups
Path to purchase
Customer experience
Digital ad optimization
Integration of multiple data streams
Data analytics/mining
% clients doing more or less in next 5 years
More Less
Source: Cambiar Future of Research 2014
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Investors Agree
Source: Cambiar Capital Funding Index 2014
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And the MR Ecosystem Fragments
Client
Full-service research company
Sample provider
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And the MR Ecosystem Fragments
Client
Full-service research company Sample provider
Offshore outsourcer Platform providers
DIY App Store Analytics provider
DIY Platform
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The Mother of all Battles
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2015 Cambiar, LLC. All rights reserved 25
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Business Models Mutate
Data Collection
Full Service
Data Curation
Focused Expertise
Insourced Outsourced
Competition Partnership
Linear Modular
Project Learning
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WHO ARE WE? MILLENNIAL MR
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Skill Set – Today vs. Five Years
42
28
38
51
40 47
64 57
74
66
57
81
61 65
78
62 68
78
37
56 49 46
0
10
20
30
40
50
60
70
80
90
Clients
Source: Cambiar Future of Research 2014
2015 Cambiar, LLC. All rights reserved 29
Recruiting Talent Today - Bar is Rising for Foundational Skills
Cross-cultural skills
Horizontal collaboration
Accessing and analyzing
information
Team Work Leadership Critical thinking/ problem solving
Communication
Synthesis
Ability to contribute to
innovation Entrepreneurial
Thinking
Tomorrow
Today
Yesterday
Source: Michigan State University – Dedeker/Berling
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Predictive Analytics
Social Media Analytics
Customer Relationship Management
Consumer Research
Big Data
Management Consulting
Analytics Predictive Modeling Statistics Decision Modeling Data Mining Machine Learning
Emerging Technologies Social Monitoring Text Analytics Reporting Tools Multimedia
Relationship Management Data Warehouse Technology Sales Promotion Analysis
Survey Design Qual
Technology Statistics & Analytics
Strategy Consulting Business Acumen Process Management Risk Management Influencing Analytics Team Leadership Communicating Storytelling
Data Science Data Architecture Statistical Programming Languages Mathematics Statistics
The skills we will need.
Source: Michigan State University – Dedeker/Berling
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People We Will Need
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Millennials – Me or We?
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Pro-business (with a twist)
Ethics
Socially aware
Corporate Social Responsibility
Cultural tolerance
Work-life balance
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Challenges MR Employers Will Face
Boomers Millennials
Command and control management Active, involved leadership
Individually focused work Collaborative, teamwork
Managed flow of information Unstructured flow of information
Job security Employability
Work = Income Work = income and personal enrichment
Structure No structure; flexibility highly valued
Inward looking Outward looking
Influence through organization, position Influence through networks, communities
Brack (2012)
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The Millennial MR Workplace
Highly networked Team-based
Knowledge-intensive Predictably
unpredictable
Integrated Insights
Lynch (2008)
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Do we attract Millennials to such
a workplace? Or do they construct it for us?
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Where is the Congruence?
Entrepreneurial thinking
Synthesis
Ability to contribute to innovation
Horizontal collaboration
Accessing and analyzing information
Cross-cultural skills
Communication
Leadership
Critical thinking/problem solving
Teamwork
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400
2015 Cambiar, LLC. All rights reserved 40
2015 Cambiar, LLC. All rights reserved 41
Thank You!
simon@consultcambiar.com russ@consultcambiar.com
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