Post on 12-Jun-2015
description
La nueva Inves)gación de Mercados: certezas, dudas, mitos, preguntas y confusiones
XVI Talleres de Inves)gación e
Inteligencia Aplicada Mayo, 2014
(Nueva IM – Taller AMAI 2014) -‐ 2 -‐
Contenido
1. Prólogo: Las 3 cubetas de la industria y la tormenta en el cambio de siglo
2. Transición: Cambios en las cubetas y nuevas coordenadas
3. Futuros posibles, probables, deseables
(Nueva IM – Taller AMAI 2014) -‐ 3 -‐
1. Prólogo: Las 3 cubetas de la industria y la tormenta en el cambio de siglo
(Nueva IM – Taller AMAI 2014) -‐ 4 -‐
Recolección
(Nueva IM – Taller AMAI 2014) -‐ 5 -‐
Historias de éxito
• 1936: The Literary Digest o el joven George Gallup
• RDS y CATI
• Media audience meters pasivos
(Nueva IM – Taller AMAI 2014) -‐ 6 -‐
Interpretación
(Nueva IM – Taller AMAI 2014) -‐ 7 -‐
Historias de éxito
• Estadís)ca mul)variada y prueba de hipótesis
• Incorporación de la psicología social • Teorías de la construcción de audiencias y targets de consumidores
(Nueva IM – Taller AMAI 2014) -‐ 8 -‐
Impacto
(Nueva IM – Taller AMAI 2014) -‐ 9 -‐
Historias de éxito
• Modelación y simulación de mercados
• Pruebas de efec)vidad publicitaria • Pronós)cos de comunicación a par)r de configuraciones en elementos narra)vos
(Nueva IM – Taller AMAI 2014) -‐ 10 -‐
IM: la visión tradicional
(Nueva IM – Taller AMAI 2014) -‐ 11 -‐
La visión de consultores que usan IM
(Nueva IM – Taller AMAI 2014) -‐ 12 -‐
Había una vez una industria…
$6,231
$15,232
$31,239
1992 2000 2010
(Nueva IM – Taller AMAI 2014) -‐ 13 -‐
Cambio de siglo: la tormenta perfecta
• No respuesta • Push polls • Campañas an) entrevistas y an) sesiones • Descrédito del método • Crisis económica y baja del mercado • Competencia sucia • Nueva competencia • DIY • Torpeza o )bieza de reacción
(Nueva IM – Taller AMAI 2014) -‐ 14 -‐
“Era el mejor de los =empos, era el peor de los =empos; era el momento de la sabiduría, era el momento de la estupidez; era la época de la creencia, era la época de la incredulidad; era la temporada de la luz, era la temporada de la oscuridad; era la primavera de la esperanza, era el invierno de la desesperación...”
Charles Dickens. Historia de dos ciudades (1859)
(Nueva IM – Taller AMAI 2014) -‐ 15 -‐
2020
(Nueva IM – Taller AMAI 2014) -‐ 16 -‐
1-‐ ¿desaparecerá la investigación de mercados?
(Nueva IM – Taller AMAI 2014) -‐ 17 -‐
2-‐ ¿será la investigación de mercados muy diferente a la de
ahora?
(Nueva IM – Taller AMAI 2014) -‐ 18 -‐
La inminencia del cambio
hacia 2020 la IM... Agencias en México
Clientes en México
Agencias en EUA
Clientes en EUA
Sufrirá una transformación mayor
43% 32% 45% 41%
No será muy diferente a lo que es ahora
2% 3% 1% 2%
Fuente: Estudio FoR Mexico. CAMBIAR / ARIA 2013
(Nueva IM – Taller AMAI 2014) -‐ 19 -‐
3-‐ ¿cuál será la empresa líder en investigación de
mercados?
(Nueva IM – Taller AMAI 2014) -‐ 20 -‐
Fuente: Estudio FoR Mexico. CAMBIAR / ARIA 2013
(Nueva IM – Taller AMAI 2014) -‐ 21 -‐
2. Transición: Cambios en las cubetas y nuevas coordenadas
(Nueva IM – Taller AMAI 2014) -‐ 22 -‐
1 respeto a la
persona
(Nueva IM – Taller AMAI 2014) -‐ 23 -‐
Dejen de pensar en la gente como consumidores y empiecen a pensar en ellos como humanos:
La palabra “consumidor” es jerga de marke=ng para rebanar esa parte de la vida co=diana que se relaciona con lo que uno puede vender a alguien y desecha todo lo demás. Eso nos lleva a pensar acartonadamente
Joel Rubinson, ARF
(Nueva IM – Taller AMAI 2014) -‐ 24 -‐
Estamos demasiado enfocados en entender la conducta de consumo y la conducta de compra. Pero necesitamos entender la condición humana, que sólo puede conocerse por observación, escucha, síntesis y deducción
Stan Sthanunathan, Coca-‐Cola
(Nueva IM – Taller AMAI 2014) -‐ 25 -‐
Ahora el informante ha dejado de ser objeto para conver=rse en sujeto del proceso de inves=gación
Heriberto López Romo, IIS
(Nueva IM – Taller AMAI 2014) -‐ 26 -‐
investigar mercados
investigar medios
investigar política
entender consumidores
escuchar públicos
atender ciudadanos
(Nueva IM – Taller AMAI 2014) -‐ 27 -‐
Today we now that consumers are more like Homer Simpson than Mr. Spock
Dan Hill. Sensory Logic
(Nueva IM – Taller AMAI 2014) -‐ 28 -‐
…un video
(Nueva IM – Taller AMAI 2014) -‐ 29 -‐
Behavioral Economics. La cadena de consecuencias
Fuente: Sue Bell and Suzanne Burdon. NewMR BE Event. April, 2012
Los consumidores están sujetos a
sesgos cogni)vos
Los consumidores
son irracionales; para decidir suelen usar emociones y heurís)ca
Los contextos y encuadres
influyen en la conducta
La influencia social es más fuerte de lo que notamos
Las influencias culturales )enen un
impacto real en la conducta
(Nueva IM – Taller AMAI 2014) -‐ 30 -‐
Los dos sistemas de operación del cerebro, según Kahneman
Sistema 1
• Rápido • Implícito • Experimentador • Ins)n)vo • Emocional • Metafórico • Inconsciente
Sistema 2
• Lento • Explícito • Analí)co • Esforzado • Cogni)vo • Proposicional • Consciente
(Nueva IM – Taller AMAI 2014) -‐ 31 -‐
(Nueva IM – Taller AMAI 2014) -‐ 32 -‐
2 rigor flexible
(Nueva IM – Taller AMAI 2014) -‐ 33 -‐
“…obtener información obje=va, oportuna y accionable…de forma
válida y confiable”
(Nueva IM – Taller AMAI 2014) -‐ 34 -‐
Ejemplo: Un cambio de óp)ca relevante
• Haz las preguntas de manera correcta
• Haz las preguntas correctas
• Menos preguntas, más observación
• Ni preguntes
(Nueva IM – Taller AMAI 2014) -‐ 35 -‐
Mejor ya ni preguntes
(Nueva IM – Taller AMAI 2014) -‐ 36 -‐
• ponderación
• muestreo
• sesgos
• é)ca y privacidad
• encontrar sen)do
(Nueva IM – Taller AMAI 2014) -‐ 37 -‐
3 más con (por)
menos
(Nueva IM – Taller AMAI 2014) -‐ 38 -‐
(Nueva IM – Taller AMAI 2014) -‐ 39 -‐
New types of research company
Thought-‐ based Function-‐ based Platform
Ideas Ethnography Consulting Qual Neuro-‐Science
Technology Audio-‐Visual Category Mgt. CRM
Panels Web-‐based
Fuente: Simon Chadwick. Ponencia en el Congreso AMAI 2006
(Nueva IM – Taller AMAI 2014) -‐ 40 -‐
¿Cuál será la empresa dominante en 2020?
Empresa líder mundial en investigación de mercados en 2020...
Una compañía que aún no existe 24% 22%
WPP (Kantar, TNS, Millward Brown) 22% 19%
Google 20% 22%
Nielsen 13% 14%
Fuente: Estudio FoR Mexico.
CAMBIAR / ARIA 2013
(Nueva IM – Taller AMAI 2014) -‐ 41 -‐
Google Opinion Rewards launched October 2013
2014 40 COUNTRIES
40 LANGUAGES
1 PLATFORM
Fuente: “Unlocking Mobile, respondent first” Google Consumer Surveys. March, 2014
1 millardo descargas para androids
(Nueva IM – Taller AMAI 2014) -‐ 42 -‐
Respuestas inmediatas
(Nueva IM – Taller AMAI 2014) -‐ 43 -‐
A debate: Google Glass
(Nueva IM – Taller AMAI 2014) -‐ 44 -‐
1. respeto a la persona 2. rigor flexible 3. más con (por) menos
(Nueva IM – Taller AMAI 2014) -‐ 45 -‐
4 dialogar y escuchar
(Nueva IM – Taller AMAI 2014) -‐ 46 -‐
“…obtener información obje=va, oportuna y accionable…de forma
válida y confiable”
(Nueva IM – Taller AMAI 2014) -‐ 47 -‐
¿Hacia un nuevo paradigma de inves)gación? (Laurent Flores)
MUNDO VERTICAL Preguntar Lógica de proyecto Cuan) vs Cuali Transaccional Representa)vo Descrip)vo Cienufico
MUNDO HORIZONTAL Escuchar Siempre alerta Cuan) Y Cuali Relacional Targeteado (relevante) Insighwul Arte y ciencia
(Nueva IM – Taller AMAI 2014) -‐ 48 -‐
It’s really big data
(Nueva IM – Taller AMAI 2014) -‐ 49 -‐
THE “QUANTIFIED SELF”
• Internet of Things (IoT) • Internet of Everything (IoE) • Internet of Caring Things (IoCT)
(Nueva IM – Taller AMAI 2014) -‐ 50 -‐
5 adiós a los proyectos
(Nueva IM – Taller AMAI 2014) -‐ 51 -‐
un flujo constante y orgánico de conocimiento:
Simon Chadwick
la investigación solía componerse de eventos discretos, ahora hay un flujo continuo de insights que podemos pescar: ARF
(Nueva IM – Taller AMAI 2014) -‐ 52 -‐
6 aprender a
nadar
(Nueva IM – Taller AMAI 2014) -‐ 53 -‐
(Nueva IM – Taller AMAI 2014) -‐ 54 -‐
A debate: Big Data
“Big data is the new oil. The companies, governments, and organizations that are able to mine this resource will have an enormous advantage over those that don’t.”
“Big data will generate misinformation and will be manipulated by people or institutions to display the findings they want.”
Big Data needs LiLle Data
Big Data might take you to Big Mistakes
No Big Data, but Big Insigths
It’s not Big Data, but Smart Data
(Nueva IM – Taller AMAI 2014) -‐ 55 -‐
“Sólo los peces sin vida nadan con la corriente”
Proverbio Vietnamita
(Nueva IM – Taller AMAI 2014) -‐ 56 -‐
1. respeto a la persona 2. rigor flexible 3. más con (por) menos 4. dialogar y escuchar 5. adiós a los proyectos 6. aprender a nadar
(Nueva IM – Taller AMAI 2014) -‐ 57 -‐
7 hacer sentido
(Nueva IM – Taller AMAI 2014) -‐ 58 -‐
conectar los puntos
contextualizar
quien razona puede producir un efecto que le parece notable a su interlocutor, porque a éste se le ha escapado el pequeño detalle que es
la base de la deducción
(Nueva IM – Taller AMAI 2014) -‐ 59 -‐ (Blue nodes = tweeters. Yellow nodes = retweeters. Size = author visibility, i.e. estimated reach).
(Nueva IM – Taller AMAI 2014) -‐ 60 -‐
Visualización+ administración
(Nueva IM – Taller AMAI 2014) -‐ 61 -‐
8 jugar, fallar,
errar
(Nueva IM – Taller AMAI 2014) -‐ 62 -‐
As soon as you say, "failure is not an op=on," you've just said, "innova=on is not an op=on.”
Seth Godin
(Nueva IM – Taller AMAI 2014) -‐ 63 -‐
(Nueva IM – Taller AMAI 2014) -‐ 64 -‐
¿seguimos jugando?
• Gamifica=on / Surveytainment / playspondent • Ventaja del enganche experiencial del informante
• Desventajas por dificultades de preparación y costos asociados
Gamifica=on en México (estudio FoR)
Agencias Clientes
Ya ofertando / Usando 15% 8% Planea ofrecerlo / usarlo 14 19 No interesa / no conoce 55 54
(Nueva IM – Taller AMAI 2014) -‐ 65 -‐
9 nuevos
talentos
(Nueva IM – Taller AMAI 2014) -‐ 66 -‐
El nuevo estuche de herramientas
81 73
85
60
43
93
81 79
59 55
93 90 86
62 57
95 97
84
51
86
Escuchar al consumidor
Medición de las emociones
Minería de conocimiento
DIY Neurociencia
Relevancia percibida para el 2020
Fuente: Estudios FoR Mexico / USA. CAMBIAR / ARIA 2013
Cliente USA
Cliente MEX
Agencia USA
Agencia MEX
(Nueva IM – Taller AMAI 2014) -‐ 67 -‐
Ð
Ð
Ï
Ï
Ï
Ð
>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>
As part of the optional section of the questionnaire, the GRIT study explored how people saw the future through a personalized, speculative lens, first by asking what respondents would choose to specialize in and secondly by asking them to define their ‘perfect research company’.
The list of techniques reviewed for specialization included both the new techniques covered in the new approaches section and some main stream approaches such as Online Research and Focus Groups, as shown in this chart. Note, the results shown here are based on allowing the respondents to make multiple selections.
The top choice for both clients and suppliers was Online Research, an approach that has already become the single largest mode in market research. The four items ranked after Online, Mobile Surveys, Big Data Analytics, Social Media Analytics, and Online Communities were all in the top five ‘Most Used’ new research methods, as described earlier.
The one exception to items ranking high on both specialization and current use, is Text Analytics, which was ranked 4th among the top new methods. In a panel discussion of leading research figures (Jeffrey Henning, Simon Chadwick, Reineke Reitsma, Lenny Murphy, and Ray Poynter), it was conjectured that Text Analytics is currently not seen as a good bet as there are multiple contenders, many new entrants, and a view that there will only be a small number of successes. The successes are predicted to be very successful, but the suggestion is that most start-ups will either remain small or fail.
In general the preferences of the clients and suppliers were very similar. The three key differences were Mobile Surveys and Mobile Qual (where suppliers were keener than clients) and Text Analytics (where clients were keener than suppliers).
These three differences are very similar to differences in the new research approaches adopted, where clients were further ahead on the analytics and suppliers were ahead on mobile approaches. The potential difference on mobile related approaches may relate to suppliers’ focus on how to conduct the research, and clients’ interest in the results rather than the means.
Cambio en el estuche de herramientas
Ð
Ð
Ï
Ï
Ï
Ð
>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>
As part of the optional section of the questionnaire, the GRIT study explored how people saw the future through a personalized, speculative lens, first by asking what respondents would choose to specialize in and secondly by asking them to define their ‘perfect research company’.
The list of techniques reviewed for specialization included both the new techniques covered in the new approaches section and some main stream approaches such as Online Research and Focus Groups, as shown in this chart. Note, the results shown here are based on allowing the respondents to make multiple selections.
The top choice for both clients and suppliers was Online Research, an approach that has already become the single largest mode in market research. The four items ranked after Online, Mobile Surveys, Big Data Analytics, Social Media Analytics, and Online Communities were all in the top five ‘Most Used’ new research methods, as described earlier.
The one exception to items ranking high on both specialization and current use, is Text Analytics, which was ranked 4th among the top new methods. In a panel discussion of leading research figures (Jeffrey Henning, Simon Chadwick, Reineke Reitsma, Lenny Murphy, and Ray Poynter), it was conjectured that Text Analytics is currently not seen as a good bet as there are multiple contenders, many new entrants, and a view that there will only be a small number of successes. The successes are predicted to be very successful, but the suggestion is that most start-ups will either remain small or fail.
In general the preferences of the clients and suppliers were very similar. The three key differences were Mobile Surveys and Mobile Qual (where suppliers were keener than clients) and Text Analytics (where clients were keener than suppliers).
These three differences are very similar to differences in the new research approaches adopted, where clients were further ahead on the analytics and suppliers were ahead on mobile approaches. The potential difference on mobile related approaches may relate to suppliers’ focus on how to conduct the research, and clients’ interest in the results rather than the means.
Fuente: Estudio GRIT Greenbook 2014
(Nueva IM – Taller AMAI 2014) -‐ 68 -‐
Más allá de los 140 caracteres
“Billboard Twitter Real-Time Charts”
“Twitter Surveys”
Nielsen Brand Effect for Twitter
Nielsen Twitter TV: USA, Australia, Italia Social TV data +
audience research
Empresas de SoMe Analytics
(Nueva IM – Taller AMAI 2014) -‐ 69 -‐
iden)dad verbal de marca
• Las marcas también compiten con palabras • Cada marca )ene un ADN verbal, que debería
– Ser diferenciador – Estar en congruencia con otros elementos de iden)dad
– Ser legible para su público (el nivel de lectura general en la GB es 13.5 y la mayoría de las marcas escriben en 17.5)
• El lenguaje que usan las marcas de IM es genérico, no diferenciador
www.linguabrand.com
(Nueva IM – Taller AMAI 2014) -‐ 70 -‐
Vocal emo)onal analy)cs
www.beyondverbal.com
(Nueva IM – Taller AMAI 2014) -‐ 71 -‐
10 al reinventar ¿renombrar?
(Nueva IM – Taller AMAI 2014) -‐ 72 -‐
Proveeduría de datos
Consultoría de negocios
“Podemos seguir ofreciendo excelencia en investigación de mercados tradicional pero hay que responder a la creciente necesidad de puentear los mundos del análisis de datos y la intuición de los clientes”. David Smith
(Nueva IM – Taller AMAI 2014) -‐ 73 -‐
Reinventar y renombrar las cubetas
(Nueva IM – Taller AMAI 2014) -‐ 74 -‐
Información+Inves)gación+ Inteligencia+Insights
la conciencia social de los negocios ¿y de algo más?
(Nueva IM – Taller AMAI 2014) -‐ 75 -‐
>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>
Beginning in 2010 we decided to start tracking which firms were perceived as most innovative within the global market research industry. This has evolved into the GRIT Top 50 Most Innovative list, which at its core is a brand tracker using the attribute of “innovation” as the key metric. Now, each year we measure how market research suppliers are leveraging this brand element through a simple question series:
Using an unaided awareness verbatim question, we ask respondents to list the three research companies they considered to be most innovative.We then ask them to rank those firms from most to least innovative.Finally we ask another verbatim as to why they consider their number 1 ranked firm to be most innovative.
For this wave, using the aggregate of the ranking question, we developed a list of 991 companies in total, with 304 that received multiple mentions. From that list we have narrowed it down to the Top 50 for additional analysis. The goal of this avenue of inquiry is to glean insight on the drivers of perception around what makes a firm innovative in order to understand how MR firms are capitalizing on the idea of
“innovation” to grow their businesses. We believe that this list, developed by our peers within the industry, is a true measure of how successfully these companies are using “innovation” to help drive brand awareness.
Due to issues around consolidation and multiple brand within a single entity (Kantar for instance with Millward Brown, TNS, Added Value, etc…) we are presenting the Top 50 in two ways: without brand rollups which is based solely on the companies mentioned with no consideration given to parent company ownership or affiliation, and with brand rollups, where we have consolidated all appropriate business entities under the parent brand. As you’ll see this doesn’t change things significantly, but there is a reshuffling of the higher ranked companies, most notably for Kantar-owned companies.
Only brands that received 12 or more mentions made it onto the “Without Rollups” list while 11 or more was the threshold for inclusion on the ‘With Rollups” list.
Here are the rankings both ways:
BrainJuicer 400 0 BrainJuicer 400
Vision Critical 203 1Ï Kantar 305
Ipsos 202 1Ð Ipsos 221
GFK 142 2Ï Vision Critical 203
Google 133 Debut GFK 142
TNS 126 Debut Google 133
Nielsen 102 2Ð Nielsen 112
Millward Brown 80 2Ï InSites Consulting 74
InSites Consulting 74 2Ï Research Now 72
Research Now 72 11Ï Communispace 51
Communispace 51 5Ï Lieberman Research Worldwide 49
Lieberman Research Worldwide 49 25Ï 20/20 Research 47
20/20 Research 47 4Ð Affinnova 46
Affinnova 46 2Ð Qualtrics 45
Qualtrics 45 11Ï Hotspex 41
>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>
Beginning in 2010 we decided to start tracking which firms were perceived as most innovative within the global market research industry. This has evolved into the GRIT Top 50 Most Innovative list, which at its core is a brand tracker using the attribute of “innovation” as the key metric. Now, each year we measure how market research suppliers are leveraging this brand element through a simple question series:
Using an unaided awareness verbatim question, we ask respondents to list the three research companies they considered to be most innovative.We then ask them to rank those firms from most to least innovative.Finally we ask another verbatim as to why they consider their number 1 ranked firm to be most innovative.
For this wave, using the aggregate of the ranking question, we developed a list of 991 companies in total, with 304 that received multiple mentions. From that list we have narrowed it down to the Top 50 for additional analysis. The goal of this avenue of inquiry is to glean insight on the drivers of perception around what makes a firm innovative in order to understand how MR firms are capitalizing on the idea of
“innovation” to grow their businesses. We believe that this list, developed by our peers within the industry, is a true measure of how successfully these companies are using “innovation” to help drive brand awareness.
Due to issues around consolidation and multiple brand within a single entity (Kantar for instance with Millward Brown, TNS, Added Value, etc…) we are presenting the Top 50 in two ways: without brand rollups which is based solely on the companies mentioned with no consideration given to parent company ownership or affiliation, and with brand rollups, where we have consolidated all appropriate business entities under the parent brand. As you’ll see this doesn’t change things significantly, but there is a reshuffling of the higher ranked companies, most notably for Kantar-owned companies.
Only brands that received 12 or more mentions made it onto the “Without Rollups” list while 11 or more was the threshold for inclusion on the ‘With Rollups” list.
Here are the rankings both ways:
BrainJuicer 400 0 BrainJuicer 400
Vision Critical 203 1Ï Kantar 305
Ipsos 202 1Ð Ipsos 221
GFK 142 2Ï Vision Critical 203
Google 133 Debut GFK 142
TNS 126 Debut Google 133
Nielsen 102 2Ð Nielsen 112
Millward Brown 80 2Ï InSites Consulting 74
InSites Consulting 74 2Ï Research Now 72
Research Now 72 11Ï Communispace 51
Communispace 51 5Ï Lieberman Research Worldwide 49
Lieberman Research Worldwide 49 25Ï 20/20 Research 47
20/20 Research 47 4Ð Affinnova 46
Affinnova 46 2Ð Qualtrics 45
Qualtrics 45 11Ï Hotspex 41
Hotspex 41 8Ï GMI Lightspeed 40
GMI Lightspeed 40 19Ï iTracks 34
iTracks 34 10Ð Toluna 30
Toluna 30 2Ð Vocatus 30
Vocatus 30 Debut uSamp 28
uSamp 28 4Ï GIM 27
GIM 27 Debut Cello Group 26
Kantar 25 19Ð Mesh 25
Mesh 25 17Ï Revelation Global 24
Revelation Global 24 7Ð Gongos 22
Gongos 22 Debut Decipher 21
Decipher 21 3Ï QualVu 19
Face Group 20 Debut Forrester 19
Synovate 19 22Ð Dialego 19
QualVu 19 16Ð GutCheck 17
Forrester 19 8Ï Dub 17
Dialego 19 Debut Survey Monkey 16
GutCheck 17 Debut Research Through Gaming 15
Dub 17 Debut iModerate 15
Survey Monkey 16 Debut Hall & Partners 15
Research Through Gaming 15 8Ï Anderson Analytics 15
iModerate 15 Debut RIWI 14
Hall & Partners 15 16Ð Harris Interactive 14
Anderson Analytics 15 26Ð Affectiva 14
RIWI 14 Debut ideo 13
Harris Interactive 14 22Ð Schlesinger Associates 12
Affectiva 14 Debut IBM 12
ideo 13 Debut Maritz Research 12
Schlesinger Associates 12 5Ð KL Communications 12
IBM 12 Debut ComScore 12
Maritz Research 12 20Ð Blauw 12
KL Communications 12 Debut SSI 11
ComScore 12 14Ð Happy Thinking People 11
Added Value 12 Debut facebook 11
Blauw 12 Debut Focus Forums 11
>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>
Beginning in 2010 we decided to start tracking which firms were perceived as most innovative within the global market research industry. This has evolved into the GRIT Top 50 Most Innovative list, which at its core is a brand tracker using the attribute of “innovation” as the key metric. Now, each year we measure how market research suppliers are leveraging this brand element through a simple question series:
Using an unaided awareness verbatim question, we ask respondents to list the three research companies they considered to be most innovative.We then ask them to rank those firms from most to least innovative.Finally we ask another verbatim as to why they consider their number 1 ranked firm to be most innovative.
For this wave, using the aggregate of the ranking question, we developed a list of 991 companies in total, with 304 that received multiple mentions. From that list we have narrowed it down to the Top 50 for additional analysis. The goal of this avenue of inquiry is to glean insight on the drivers of perception around what makes a firm innovative in order to understand how MR firms are capitalizing on the idea of
“innovation” to grow their businesses. We believe that this list, developed by our peers within the industry, is a true measure of how successfully these companies are using “innovation” to help drive brand awareness.
Due to issues around consolidation and multiple brand within a single entity (Kantar for instance with Millward Brown, TNS, Added Value, etc…) we are presenting the Top 50 in two ways: without brand rollups which is based solely on the companies mentioned with no consideration given to parent company ownership or affiliation, and with brand rollups, where we have consolidated all appropriate business entities under the parent brand. As you’ll see this doesn’t change things significantly, but there is a reshuffling of the higher ranked companies, most notably for Kantar-owned companies.
Only brands that received 12 or more mentions made it onto the “Without Rollups” list while 11 or more was the threshold for inclusion on the ‘With Rollups” list.
Here are the rankings both ways:
BrainJuicer 400 0 BrainJuicer 400
Vision Critical 203 1Ï Kantar 305
Ipsos 202 1Ð Ipsos 221
GFK 142 2Ï Vision Critical 203
Google 133 Debut GFK 142
TNS 126 Debut Google 133
Nielsen 102 2Ð Nielsen 112
Millward Brown 80 2Ï InSites Consulting 74
InSites Consulting 74 2Ï Research Now 72
Research Now 72 11Ï Communispace 51
Communispace 51 5Ï Lieberman Research Worldwide 49
Lieberman Research Worldwide 49 25Ï 20/20 Research 47
20/20 Research 47 4Ð Affinnova 46
Affinnova 46 2Ð Qualtrics 45
Qualtrics 45 11Ï Hotspex 41
Compañías de IM más innovadoras
Fuente: Estudio GRIT Greenbook 2014
(Nueva IM – Taller AMAI 2014) -‐ 76 -‐
Ejes de innovación en IM
Fuente: Estudio GRIT Greenbook 2014
(Nueva IM – Taller AMAI 2014) -‐ 77 -‐
Integración y fusión
• Micro-‐macro encuestas • Big Data + Small interpreta)ons • Biometría + behavioral economics • SoMe + datos de consumo
“The landscape of insights have changed completely” Mark Earls
(Nueva IM – Taller AMAI 2014) -‐ 78 -‐
mejores productos
mejores contenidos
mejores gobiernos
(Nueva IM – Taller AMAI 2014) -‐ 79 -‐
mejores productos
mejores contenidos
mejores gobiernos
consumidores
públicos
ciudadanos
(Nueva IM – Taller AMAI 2014) -‐ 80 -‐
1. respeto a la persona 2. rigor flexible 3. más con (por) menos 4. dialogar y escuchar 5. adiós a los proyectos 6. aprender a nadar 7. hacer sen)do 8. jugar, fallar, errar 9. nuevos talentos 10. al reinventar, ¿renombrar?
(Nueva IM – Taller AMAI 2014) -‐ 81 -‐
3. Futuros posibles, probables, deseables
(Nueva IM – Taller AMAI 2014) -‐ 82 -‐
El territorio conceptual: Sensemaking
(Nueva IM – Taller AMAI 2014) -‐ 83 -‐
Comparación entre inves)gación de mercados tradicional y nueva
TRADICIONAL NUEVA
Robustez: cómo evaluar las evidencias
Conceptos ortodoxos del método científico
Compensar el calibre de varios cuerpos de evidencia imperfectos
Contexto: cómo contrastar nueva información con evidencias anteriores relevantes
Comparar con una experiencia previa (si la hay)
Enmarcar la información con un conjunto complejo de datos de contexto
Evaluación: cómo discernir el significado y la relevancia de los datos
Examinar un cuerpo de datos y aplicarle pruebas clásicas
Combinar métodos ortodoxos con el conocimiento intuitivo y la experiencia
Aplicación: cómo presentar y entregar el producto al cliente
Presentar hallazgos, quizá algunas recomendaciones
Construir una narrativa que facilite la toma de decisiones
Fuente: Smith y Fletcher (2004)
(Nueva IM – Taller AMAI 2014) -‐ 84 -‐
El territorio geográfico: LATAM
(Nueva IM – Taller AMAI 2014) -‐ 85 -‐ Fuente: Brainjuicer. Ejercicio de mercado predictivo
sobre el futuro de la investigación. Para ESOMAR, 2010
(Nueva IM – Taller AMAI 2014) -‐ 86 -‐
(Nueva IM – Taller AMAI 2014) -‐ 87 -‐
(Nueva IM – Taller AMAI 2014) -‐ 88 -‐
Tradición y rigor
Flexibilidad e innovación
(Nueva IM – Taller AMAI 2014) -‐ 89 -‐
Aprender
Reaprender
Desaprender
Aprehender
(Nueva IM – Taller AMAI 2014) -‐ 90 -‐
2020
(Nueva IM – Taller AMAI 2014) -‐ 91 -‐
2,045
…y contando
(Nueva IM – Taller AMAI 2014) -‐ 92 -‐