The future of market research

University of ReykjavíkCourse: Market Research

Speaker: Gunnar Hólmsteinn

4. Mars 2009

The Next Market Research

BrandTrend number oneTrend number twoTrend number

threeTrend number four

CLARA?

From the mass media to you.

From the audience to

involvemet.

From a message to a

conversation.

From asking to listening.

Where we are going

I’m

CEO at CLARA

Project Manager for a full 3-year research grant at Icelandic Center for Research

Brand Manager and Market Researcher at The Coca-Cola Company

Studying Industrial Engineering and Entrepreneurial Business

You’re

?

?

?

?

Are today’s methods sufficient for defining your brand?

Time

Consu

mer

Pow

er

The Internet Arrives

Time

Consu

mer

Pow

er

The Internet Arrives

Format

Mass Media

TVCRadio Spot

Press AdPoster

BillboardClassified Ad

Transit Ad

User Generated Content

Video BlogPodcastingBlogRSSRich MediaCraigs ListViralEmailWiki

Trend number one A shift in where content is created and served

Audience

REACH and TOUCH TARGET RATING POINTS AUDIENCE MEASUREMENT LISTENERSHIP MEDIA RESEARCH

VIEWING HABITS MEDIA MARKET TELEVISION MARKET AREA DESIGNATED MARKET AREA

Involving the communityBarack Obama Case Study

Edelman, 2009

• Create a profile• Post a comment• Make a donation• Sign up for e-

mail/sms• Friend on social

Network

Personal

• Post pictures, videos

• Write a blog post• Join a group

Social• Recruit others to

donate• Host an event• Create a group

Advocate

Trend number two

Involve your community

Message

http://www.youtube.com/watch?v=FZ1st1Vw2kY

EA Sports Case Study

Conversation

Tone

Mass Media

PassiveOne-way

Mass-MarketingMessage

User Generated Content

ActiveTwo-WayNarrowcastingConversation

The Economist

The less control a company has over it's marketing message, the greater it's credibility”

“

Trend number three

Join your customers in a conversation

ConversationRealizing the power of word-of-mouth

How can you possibly measure this this?

Have a seat...

How do you feel, about our product?

Ask?

Steve JobsCo-Founder, Chairman & CEOAppleMay 1998

It's really hard to design products by focus groups. A lot of times, people don't know what they want until you show it to them.”

“

Henry Ford

If I had asked people what they wanted, I would have built a faster horse.”

“

Listen!

Akio MoritaCo-FounderSony Corporation

We don’t ask consumers what they want. They don’t know. Instead we apply our brain power to what they need, and will want, then make sure we’re there, ready”

“

Trend number four

From asking to listening

BrandTrend number

oneTrend number twoTrend number

threeTrend number

four

From the mass media to you.

From the audience to

involvemet.

From a message to a

conversation.

From asking to listening.

Where we’ve been

Skate to where the puck is going to be, not where it has been.

- Wayne Gretzky

Contact me!Gunnar Hólmsteinnt. +354 664-3730e. [email protected]