Sözde ve Gerçekte Inovasyon ve Oyun Değiştiren Teknolojiler

Araştırmada Yenilikler Konferansı, Innovation in Research Conference /4 Haziran 2015, 4 June 2015

Carlo Stokx June 4 2015

Innovation in Theory and in Practice

Innovation


Why do we need innovation?

“It is not the strongest of the species that survives, nor the most intelligent, but the one most responsive to change.” Charles Darwin


Companies that failed to respond to change


Example, what were the big misses of Kodak?

Miss 1: Digital cameras • Invented digital imaging in 1975

• Realised too late that they were in the story telling business, not the film business

Miss 2: Foto sharing • Launched the first wifi enabled camera in 2005

Miss 3: Photo viewing

• Kodak bet big on digital photo frames and photo printers, digital versions of analogue products

• Stuck in a photographic universe missing the synergies with social networking and gaming


What are the big changes in market

research?

Wat are the misses the

market research industry can not afford?


Globalisation gaining speed in MR

Three major trends are impacting the nature of our industry

Increasingly competitive environment

Technology

Blurring business bounderies




Technology



The survey mode explosion

1975 1980 1985 1990 1995 2000 2005 Time line 2010

Disk by mail

Face-to face

OMR scanning

Mobile online

CAWI

WAP

CASI

CAPI

MCAPI

CATI

Telephone

Paper

OCR scanning

IVR

Mobile app


Three main modes of data collection (Mail, Telephone, F2F) were computerized in the last 50 years This has driven major developments in our industry:

Mainframe's (’60’s): Date entry, tabulation, multivariate analyses Mini’s (’70’s): Computer Assisted Telephone Interviewing (CATI) PC’s (’80’s): Large growth in market research agencies offering CATI Laptop’s (’90’s): Computer Assisted Personal Interviewing (CAPI) Internet (’00’s): Online access panels / Web Interviewing Mobile (‘10’s) Mobile interviewing / apps

All major changes in market research where technology driven

Araştırmada Yenilikler Konferansı, Innovation in Research Conference /4 Haziran 2015, 4 June 2015 12

• New modes of datacollection, new technologies and new players lower the entry barriers to the industry

• New approaches and players offer faster solutions with competitive prices to traditional methodologies

• Communities are developing and companies are using it

– permanent feedback

– Innovation

– Brand strategies testing

• Increased DIY and insourcing

• Beyond measurement and understanding companies are more and more looking for

– insights and actionable recommendations

– continuous information for faster decisions

Datacollection innovation is changing the playing field, the players…..and the game.





Technology



Globalisation is gaining speed in MR

14% 9%

10%

5% 5%

10%

11% 8%

9%

4% 5%

11%

National/Local 34%

Regional 27%

Global 39%

Syndicated 33%

Continuous Tracker)

20%

Data led custom (one-off and regular)

28%

Insight driven custom

19%

National & regional work is increasingly being bundled into global and regional agreements

Capturing the growth requires an improved ability to handle multi country work


New entrants into the MR arena are competing at a global level

14% 9%

10%

5% 5%

10%

11% 8%

9%

4% 5%

11%

National/Local 34%

Regional 27%

Global 39%

Syndicated 33%

Continuous Tracker)

20%

Data led custom (one-off and regular)

28%

Insight driven custom

19%

Tech players focusing on process innovation offering end-to-end solutions and EFM

Tech players




Technology




Traditional, FMCG focused survey-based research market is stagnant

Growth coming from new areas: syndicated, automatic digital collection and Non-FMCG

The definition of “research” is expanding to include:

Big data & online analytics

Web & social-media based research

Media monitoring

DIY/Survey software

Advisory services

And, the firms operating in this space are broadening as well:

Management consultancies

Marketing & PR agencies

Tech providers (Google)

Trend consultants

New players enter the arena


New/better ways of engaging with consumers

Digging deeper into what consumers cannot (or no longer want to) tell us

Real-time analysis & greater data integration

More actionability – less validation, more understanding

Deconstructing the research project chain for structural efficiencies

New staffing models for insourcing/outsourcing

And, as always, “Faster, better, cheaper” AND “ simpeler en securer”!

The market seeks better solutions


data collection Dataprocessing

& analysis Data delivery

The misses the industry cannot afford…


The misses the cannot afford…

DIY, transactional, EFM

Social, passive, neuro ,etc

Traditio

nal

dataco

llection

Traditional data collection modes

1. Control the data or the revenue stream from the data. 2. Speed: Match the speed of competing data sources 3. Global datasourcing

Data collection Dataprocessing




Traditio

nal

dataco

llection

Data collection Dataprocessing


4. Data agnostic dataprocessing and analysis 5. Data selection and intelligent analytics

Multiple datasources


data collection Dataprocessing



Traditio

nal

dataco

llection

Multiple channels

6. Data delivery: speed, security, substance 7. Global delivery via multiple communication channels 8. Step outside the powerpoint universe

Multiple datasources


• Avoiding the misses does not necessarily drive incremental revenue

Innovation tends to fall into one of several buckets:

1. Close-in internal innovation – generally process improvements and internal

efficiencies, not client-facing

2. Close-in external innovation – client-facing, but more evolutionary in nature;

keeping pace with demands in the market

2a. Ideas with more more modest or narrow client benefits (e.g., industry

specific)

2b. Ideas with broader client appeal, more impact for clients

3. Breakthrough innovations – more novel/new to the world ideas

Most of the ‘innovation’ work is

happening here

Yet, this is where the upside lies

Many high impact innovations start locally


80% of all innovations is coming from start ups… so act like a start up


Top down versus bottom up…

• Centrally driven • Alligned with strategy • When the entry

investment level is high • Thorough & lengthy

proces • Driven by local needs

• Often tactical & operational

• Low investment • Fast, incremental & flexible


• Lower entry barriers result in many new entrants into the industry

• Central innovations are often over engineered

• … have long leadtimes

• … often expensive for local needs

• Design prioritizes larger markets

Local innovation is essential

The importance of local innovation


We have a local innovation plan

It’s called ‘doing things’

and sharing them


Rule no 1 of innovation

You miss 100% of the shots you

never take


The paradox of innovation

Whoever makes the most mistakes

wins.

Sözde ve Gerçekte Inovasyon ve Oyun Değiştiren Teknolojiler

Presentations & Public Speaking

Transcript of Sözde ve Gerçekte Inovasyon ve Oyun Değiştiren Teknolojiler