优秀商业分析模板：消费者洞察力的财富The Future of Consumer Insights
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P1-Q5a. How satisfied are you with the impact of marketing research throughout your company? 1 to 5 rating scale (1=very dissatisfied)
Non-believers
» Research Has High Level Champions…
Listening Workshop
July 15th, 2008
New blueprint
On July 15th 2008, we began a journey
»13 industry leaders spent a day at the ARF to discuss “listening”
“Research has lost its ability to see the big picture; to hear the unexpected”
“Surveys are torture for respondents” “Research needs to inspire; storytelling is key” “Research used to be discrete events, now there’s a continuous
Flow of insights that we can tap into”
4
Bell Curve of Product Research Spending
80% Байду номын сангаасf Funding
INNOVATION
EVALUATION &
TESTING
CONSUMER FEEDBACK
“Eighty percent of our funding goes into the evaluating and testing area in the middle of the curve and I know that at least 40% is wasted. I would like to see this money redistributed to the front end of the curve, in innovation, and at the end of the curve, responding to consumer feedback.” - Kim Dedeker, P & G
The Future of Consumer Insights
Prepared by: Joel Rubinson, President Rubinson Partners, Inc. “Marketing and research consulting for a brave new world” E-mail: joelrubinson@gmail.com Slideshare.net/joelrubinson Oct 15, 2010
2
Research Transformation Journey
ILF Oct 28, 2010
Research Transformation Super Council
Interviews with leaders
Industry Leader Forums New York & San Francisco
The current landscape
85% of research leaders indicated they are either “neutral” or “dissatisfied” with the impact of marketing research in their company.
• Brand Managers • Channel Managers • Design & Development
• CFO • Company President • Events Marketing
• International Management • Marketing • Operations
• Advertisers: Procter, Unilever, General Mills • Providers: Nielsen, TNS, Motivequest, Keller-Fay • Media: ESPN, Razorfish, Digitas
»Within 45 minutes, the topic shifted:
• “Skeptics, those who either avoid using research or use it in a discretionary fashion come from all over the organization:
• Creative • Sales • Unit/Product Heads
P1-Q2a. Who are the most important champions of the marketing research department in your organization? P1-Q2b. Conversely, who are least inclined to use research even when they should? What do they do or who do they turn to instead?
• 60 % of those surveyed had C-Suite level advocates for research.
60% 50%
40% 30%
20% 10%
0% C-Suite Marketing Sales
Region Heads
Finance
» …But “Skeptics” Throughout
My role here today
»President of Rubinson Partners, Inc. »Retained as ARF executive to continue to drive Research
Transformation and Shopper Insights
»Former Chief Research Officer at the ARF
Non-believers
» Research Has High Level Champions…
Listening Workshop
July 15th, 2008
New blueprint
On July 15th 2008, we began a journey
»13 industry leaders spent a day at the ARF to discuss “listening”
“Research has lost its ability to see the big picture; to hear the unexpected”
“Surveys are torture for respondents” “Research needs to inspire; storytelling is key” “Research used to be discrete events, now there’s a continuous
Flow of insights that we can tap into”
4
Bell Curve of Product Research Spending
80% Байду номын сангаасf Funding
INNOVATION
EVALUATION &
TESTING
CONSUMER FEEDBACK
“Eighty percent of our funding goes into the evaluating and testing area in the middle of the curve and I know that at least 40% is wasted. I would like to see this money redistributed to the front end of the curve, in innovation, and at the end of the curve, responding to consumer feedback.” - Kim Dedeker, P & G
The Future of Consumer Insights
Prepared by: Joel Rubinson, President Rubinson Partners, Inc. “Marketing and research consulting for a brave new world” E-mail: joelrubinson@gmail.com Slideshare.net/joelrubinson Oct 15, 2010
2
Research Transformation Journey
ILF Oct 28, 2010
Research Transformation Super Council
Interviews with leaders
Industry Leader Forums New York & San Francisco
The current landscape
85% of research leaders indicated they are either “neutral” or “dissatisfied” with the impact of marketing research in their company.
• Brand Managers • Channel Managers • Design & Development
• CFO • Company President • Events Marketing
• International Management • Marketing • Operations
• Advertisers: Procter, Unilever, General Mills • Providers: Nielsen, TNS, Motivequest, Keller-Fay • Media: ESPN, Razorfish, Digitas
»Within 45 minutes, the topic shifted:
• “Skeptics, those who either avoid using research or use it in a discretionary fashion come from all over the organization:
• Creative • Sales • Unit/Product Heads
P1-Q2a. Who are the most important champions of the marketing research department in your organization? P1-Q2b. Conversely, who are least inclined to use research even when they should? What do they do or who do they turn to instead?
• 60 % of those surveyed had C-Suite level advocates for research.
60% 50%
40% 30%
20% 10%
0% C-Suite Marketing Sales
Region Heads
Finance
» …But “Skeptics” Throughout
My role here today
»President of Rubinson Partners, Inc. »Retained as ARF executive to continue to drive Research
Transformation and Shopper Insights
»Former Chief Research Officer at the ARF