The Paradox of Success

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The Paradox of Success
Fresher insights, Better Marketing.

• Swedish Research ConferenceMarch 2009

London S Brighton S Rotterdam S Lausanne S
Hamburg S New York S Los Angeles S Melbourne A
Leading International Online research agency
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you need failure
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Model 5,127
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dangerous for careers
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the double-bind for market research
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in Praise of Failure Imagination
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Darwins Algorithm of Inventiveness
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Natural Beauty
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Natural Reality
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The Wizard of Menlo Park
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1.) Align Passions With Goals
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2.) Cultivate Charismatic Optimism
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3.) Seek Knowledge Relentlessly
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4.) Experiment Persistently
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5.) Pursue Rigorous Objectivity
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Vulcanised Rubber - 1843
gum
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French Fries - 1853
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Penicillin - 1928
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Post-It Notes - 1974
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AlcoPops - 1980
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MRs Early Pioneers
Pierre Femat
Blaise Pascal
Frederic Gauss
Francis Galton
Karl Pearson
William Gosset
Ronald Fisher
Charles Spearman
Eskin
Mann-Whitney
Dr George Gallup
Daniel McFadden
Gabor-Granger
Gordon Brown
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Research is too often dead-on-arrival for senior
management and makes little or no impact on the
business Geert Van Kuyck Philips, Chief
Marketing Officer
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Without transforming our capabilities into
approaches more in touch with consumers, market
research as we know it will be on life support by
2012 Kim Dedeker PG, VP-external capability
leadership, global consumer market knowledge
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Agencies tell us they want long-term
relationships to provide valuable
interpretation but sadly, they just do not
deliver to the standards we need. Michael Harvey
Diageo, Global Consumer Planning Research
Director
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Were drowning in data yet starving for knowledge
looking for wider deeper insights, a more
holistic approach researchers to become a
partner in that. Denyse Drummond-Dunn Nestle,
VP Consumer Excellence
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1.) Innate Conservatism
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2.) Fear
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3.) Focus on Acquisition
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In the Words of Peter Drucker
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BrainJuicer Labs
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BrainJuicer Labs
2005
Predictive Markets
FaceTrace
2005
Award Winner
FamCam
Mobile Moments of Truth
Mood Metrics
Juicy Brains Innovation Community
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The New Pioneers of Market Research
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If its worth doing
its worth doing badly!
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If youre going through hell
keep going!
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Energy persistence
conquers all things
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If everyone says you are wrong, you're one step
ahead. If everyone laughs at you, you're two
steps ahead
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Try, Try Try Again!