the future of insights by robert moran of brunswick group - presented at insight innovation exchange...
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Fast Fashion or Futurists?The Diverging Role of Market Research in Business
Robert MoranBRUNSWICK INSIGHT
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Follow the Discussion
@robertpmoran
#IIeX
www.futureofinsight.com
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Fast Fashion
Do. Think.Speed to MarketRapid Iteration
Products as Real-Time ExperimentsAnalysis of Sales Data
Futurist
Think. Do.Anticipate Futures
Analysis of S.T.E.E.P. Factors
or
Solving for Acceleration
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But, first, the problem of accelerating,
discontinuous change.
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Metabolic Rate of Capitalism Quickening
Source: National Intelligence Council’s “Global Trends 2030: Alternative Worlds” Report
Source: Richard Foster, Yalehttp://www.innosight.com/innovation-resources/strategy-innovation/upload/creative-destruction-whips-through-corporate-america_final2012.pdf
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The 10Ds that will change your business.
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Change is more rapid and discontinuous
than ever.
But it won’t change MY business.
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The Acceleration Challenge to Market Research:
Snapshot in Time & the Driver’s Side Window
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22 Plausible Futures Scenarios
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• Mobile surveys• Location-based
research• Augmented
Reality• “Lifestreaming”
• Online surveys• Prompted by
declining telephone survey participation rates and onlinetechnology
• Data becomes abundant and inexpensive
• Shift to “convenience samples”
• Face to Face surveys
Face to Face Telephone1920-1950
• Telephone surveys
• Vertically integrated data collection systems
Online Geomobile1950-2000
2000-
Data Collection—Asking (Survey)Behavioral
• Move away from the survey instrument as the main research vehicle
• Dramatic shift from Intrusive, interrogatory research, to passive, listening-based research
• Social media research
• “Listening posts”
• MROCS• Text analytics• “Rateocracy”
2008-
Listening Neurological
• Track neurological response
• fMRI • Eye-tracking
and other biological response monitoring
• CRM software• Big data• Experimental
marketing
• Geotracking• Clickstreams
ObservationalUGC
• Collaborative co-creation
• User-generated content (UGC)
• Insights communities (MROCs) will dominate
• Creation of “design communities”
Co-Creative
• Focus shifts from mapping current opinion to anticipating future behaviors and alternative futures
• Mass simulation gaming*
• MROC Delphi panels*• Strategic Foresight• Agent-based
computational modeling
• Predictive markets
Anticipatory
Anticipatory
2011
2010 2012
2012
The Forecast
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Socially Driven Scenarios
Technology Driven Scenarios
Economically Driven Scenarios
The Incredible Shrinking Survey
Geo-Timed Feedback Dispersive Convergence
Do Not DisturbRapid In-Market Experimentation
Lilliput
Back to the Future Iterative Insight Streaming E-Agency
What was privacy? Portal Power Global Depth
Power to the People Let’s Play a Game Need for Speed
From Value to Values Limbic Space Invaders
Tribal Rituals Nano-Targeting Anticipation
Epidemiology
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Market Research and the “Think. Do.” Model
Think.Do.
Do.Think.
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RIMEing: Rapid In Market Experimentation
Fast, inexpensive and fashionable clothing
in a tight feedback loop.
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When a simple snapshot in time can’t get you ahead of the curve.
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Big Changes on the Horizon
http://www.wfs.org/reports/UrgentWarningsReport2ndEd.pdf
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…and a different society.
http://www.wfs.org/reports/UrgentWarningsReport2ndEd.pdf
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Navigating Change:
Enoughness
Collaborative Consumption
Prosumers
Thank You
Follow me on Twitter at @robertpmoran