| Confidential - For Internal Use Only Crisis? What Crisis? Edward Appleton European Consumer Insights Manager, Avery Zweckform BAQ MaR Ghent December 2013 CONFIDENTIAL Why Market Research should be optimistic about a re-energised future Crisis? What Crisis?
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Crisis – what Crisis? Why Research Can and Should Have a Bright Future – A Clientside Perspective
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| Confidential - For Internal Use Only
Crisis? What Crisis?
Edward AppletonEuropean Consumer Insights Manager, Avery Zweckform
BAQ MaR GhentDecember 2013 CONFIDENTIAL
Why Market Research should be optimistic about a re-energised future
Crisis?What Crisis?
| Confidential - For Internal Use Only
Avery: Office and Consumer Products
Consumer Products for
• Small Business
• Office
• Home
• School
| Confidential - For Internal Use Only
Agenda
• Snapshot: MR threats, opportunities
• From “Researcher” to “Insights Consultant”: how?
• Proving MR Impact and Value - how?
• Outlook
| Confidential - For Internal Use Only
1. Challenges
● Restructuring, delayering
● Multiple datastreams bypassing MR
● D.I.B (“Do-It-Badly”)
● Speed and Actionability
| Confidential - For Internal Use Only
1. Opportunities
●
● Data expertise
● New MR = Strategic, Creative
● Closer to Action
•
● Data Experts = InsightsExperts
● Nearer the Action● New MR = Strategic, Creative
| Confidential - For Internal Use Only
Better Tools = Better Craftsman?
| Confidential - For Internal Use Only
2. Becoming an “Insights Consultant”…
It’s as much about Leadership Skills as Hard Skills
Visibility is more than half the battle
Sympathy
Collaborate with Other Disciplines
Participate in Board Level Meetings
| Confidential - For Internal Use Only
7 Quick Ways to Lose Influence
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7 Quick Ways to Lose Influence
| Confidential - For Internal Use Only
7 Quick Ways to Lose Influence
| Confidential - For Internal Use Only
7 Quick Ways to Lose Influence
| Confidential - For Internal Use Only
7 Quick Ways to Lose Influence
| Confidential - For Internal Use Only
7 Quick Ways to Lose Influence
| Confidential - For Internal Use Only
7 Quick Ways to Lose Influence
| Confidential - For Internal Use Only
● Bias towards Action● Communication, collaboration● Work with Multiple Data Streams● Document the Value
3. Skills to Survive Tomorrow
| Confidential - For Internal Use Only
3. Document Value - How?
● Year End Value Summary - $ quantification
● Always issue Executive Summaries
● Gain Top Management Attention
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The new Competitive Environment
| Confidential - For Internal Use Only
Transformation Through Insights – 2 Examples
• Highlighted strong dealer perceptions of brand equity prior to a packaging re-launch
• Uncovered an unmet need that developed into a Winning Concept
| Confidential - For Internal Use Only
Children’s Stickers range – new packaging design?
Current Proposed New
| Confidential - For Internal Use Only
Children’s Stickers range
Simple Insight: don’t change a winning recipe
• Dealer IDIs in combination with quantitative pack test
• Key Insight – “that’s the blue brand”
• New designs too radical a break with perceived equity, too trendy
• “Zweckform should not change its package design for stickers. Blue stands for Zweckform in a very strong way.”
| Confidential - For Internal Use Only
General Purpose Labels
Insight: uncovered important new unmet need
• On surface: not a problem encountered
• Discussion about new possibility: changed opinions
• “I have an airbag – doesn’t mean I wish to have a crash”
• Validation in Quant. Survey
• Formed basis of R&D briefing
| Confidential - For Internal Use Only
4. Outlook
● Make your voice heard● Become a better craftsman - execute