Stan IIR keynote presso 14 oct09 v5

Why Quality Doesn't MatterTerminal illness of Survey ResearchStan SthanunathanVice President – Marketing Strategy & InsightsThe Coca-Cola Company

May 2, 2023 Confidential - Internal Use Only 1

BEYOND QUALITY…What is thenext frontier?Stan SthanunathanVice President – Marketing Strategy & InsightsThe Coca-Cola Company


85%P1-Q5a. How satisfied are you with the impact of marketing research throughout your company? 1 to 5 rating scale (1=very dissatisfied)

of research leaders indicated they are either “neutral” or “dissatisfied” with the impact of marketing research in their company.


Probabilistic vs Non-Probabilistic Sample

On-line Research Data Quality

Respondent Engagement

Length of Questionnaire

The Big Debates…

Same movie, different characters and slightly different script


Is this the right debate?

The only debate?

Are we focusing on Urgent vs Important?

The Big Questions ?


The world is changing rapidly

The debate among our clients has moved on

Focus is on inspiration, ROI, better execution, value creation

But we focus a lot of our time and effort on technical challenges


A big paradigm shift is needed

It is not about following the change as quickly as possible

It is about helping companies to shape the change


We Need to Light the Way!


End users expectations Bring value to the table…

Play at the top of the pyramid

Playing at the bottom comes naturally to us

Win by adding value to daily life

Putting humans at the center

Bringing humans to life

Synthesis

Data Feeds

Craftsmanship Science

Communication Storytelling

Inspiring Better Brands

Old ValueCenter:

Activity

New ValueCenter:

Synthesized learning &

impact


Expectations from our clients are going to accelerate


Inspiration“Doing more of the same

and expecting different results is

definition of insanity”


Translation“Doing the

same type of research and

expecting deeper insights

is height of optimism”


House to house Online

We have made progress as an industry

New approaches to getting insights – Need of the hour

….But more out of necessity


Why is this important?

Are we well positioned to drive transformational change?Are we thinking enough about research innovation? Are we putting money behind this?


Technology changes at an accelerated paceWe can’t just be in “FINE TUNING” mode


We are too slow to adapt or to change

10 Years

75 Years


Has the research industry changed at the same pace?


NO


How people spend their time has changed over the years

32.7 hrs/wk≈50% of all media hours

2x 16.4 hours

8x 3.9 hours

Responding to questionnaires is not the most important pre-occupation of people…

we would like to believe that


How people interact with each other is changing!


Information is getting democratized


Client expectationsInfinityand Beyond!Our Mission should be

to go where no man has gone before


What is blocking our way?


We can’t even agree on a definition of an insightUnderstanding business and consumer needs and turning these into opportunities against the brief

the ability to perceive clearly or deeply the inner nature of things

The capacity to discern the true nature of a situation; penetration

The act or outcome of grasping the inward or hidden nature of things or of perceiving in an intuitive manner.

Insight is knowledge which you become aware of that wasn’t obvious on the surface

Inspiration for ideas

A penetrating understanding, as of a complex situation or problem

Knowledge about customers needs, characteristics, preferences and behaviors based on analysis of qualitative and quantitative data. Specific insights can be used to inform marketing tactics directed at groups of customers with shared characteristics

An insight is a breakthrough that not only solves problems and creates change but is also easily understood and communicated. However, an insight has to uncover the true nature of something in order to have impact

Retrospectively Self-Evident


We don’t know what we don’t know and… We don’t know how to know what we don’t know Focus

GroupsSurvey

Research

Observe

Listen

Synthesize

Deduce


What would our final frontier look like?

Let’s Imagine


Insight provider for the world

+300M Active users. Arguably… the best source of insights for understanding Human Condition


Yielding sample framesfor survey research+200M search queries daily –

Insights into what’s on people’s mind?


Online retailers revealinghuman understanding

Choice of music/books provides excellent understanding of who you are

R


All information available at your fingertipsTechnological revolution

transforming information


New content on the web every year

The web being the main source of killer Consumer Insights

= 16,000 times books ever written!

971 Petabyt

es


The web as insight providerWith content intelligence (via semantic indexing) we can harness online consumer conversations, delivering insights far beyond traditional “sentiment.”

Market sizingPreferenceAnalysis

Emotionality Demographicsegmentation

PopularOpinion

Netnography: obtaining qualitative data/insights from consumers chatting online in forums and elsewhere

FasterTypical market research techniques

may take weeks or months.

Less expensiveTypical market research techniques

are capital and labor intensive.

BetterBias exists in all market research techniques. Netnography is more

transparent. And due to its low cost, it’s a good tool for a “first look.”


Provide inspiration and provocation to drive transformational change

What do we do next?


In order to reach our next frontier

Technology

Vendors

Talent

Our next frontier


What do we need from Clients and Research Agencies?

Creative Problem SolversStory TellersDisruptive ThinkersVisionaries Act before the changes come… shape change

FROM TOInsights ProvidersData PullerInstruction followerAnalysis GurusReact after changes


ImagineData becoming commodityAgencies rewarded for business results deliveredFocus is on

Outcomes… not inputsInspiring change… not followingCreating the future… not predicting it


Change or be ChangedTransformation is not an option… but a business imperativeGetting or not getting a seat at the table is up to us!Let us accelerate this journey collectively


THANK YOU

Stan IIR keynote presso 14 oct09 v5

Data & Analytics

Transcript of Stan IIR keynote presso 14 oct09 v5