I know how to run faster but how can I think faster"

1
I know how to run faster but how can I think
faster?"

• Ray Poynter

2
Think about 1978

• No Internet
• No email
• No fax machines
• No mobile phones
• No word-processors (re-type from scratch)
• No PCs
• No DTP, no computer projection
• Limited photocopying (often wet!)

3
1978 - a new project, 4 weeks

• Client sends letter requesting a proposal
• A meeting is arranged by phone
• A proposal is posted
• A letter/phone confirms we have the job

During this time we keep an eye on the ads, maybe
try the product, discuss it with colleagues
4
1978 - the data, 8 weeks

• A questionnaire is drafted, typed and posted to
  the client
• By phone and letter changes are discussed
• and re-typed from scratch!
• Questionnaires printed, posted to the
  interviewers, completed, and posted back
• Data punched to cards (or tape)

During this time we start to live with the
project, trying competitor products, thinking
inside and outside the box
5
1978 - the results, 3 weeks

• Mainframes process the data, run primitive factor
  analyses or cluster analyses
• Analysis
• Type the presentation, prepare the overheads
  (black and white plus handwritten colouring)
• Present the results via OHP

6
A matter of perspective

• In 1978 a 15 week project was typical
• A two-week analysis period seemed fine
• The researcher could live with the product, the
  design, and the ideas for three months
• The two weeks of analysis was cumulative to the
  thinking which happened during the project

7
Solomon Grundy
Solomon Grundy, Born on Monday, Christened on
Tuesday, Married on Wednesday, Took ill on
Thursday, Worse on Friday, Died on
Saturday, Buried on Sunday This is the end Of
Solomon Grundy
8
Synopsis out of date
Proposed on Monday Commissioned on
Tuesday Collected Wednesday More or on
Thursday Presented Friday
But Now!!!!!!!!!
9
Real time reporting
www.firm.no
10
Loadsa choice
www.mercator.co.uk
11
Automated research

• Millward Brown Interactives Brand Impact
• Can be commissioned online in 15 minutes
• Typical results in 1 to 7 days - dependent on
  data needs

www.mbinteractive.com
12
DIY research
Users may purchase InsightExpress directly at
this site by simply registering and following our
easy and intuitive five-step process. Before you
submit your survey, InsightExpress will ask you
for your credit card information. Upon
confirmation, your survey is "good to go."
Couldn't be easier.
Invaluable market insight-as low as 450!
www.insightexpress.com
13
Not even researchwww.vote.com
www.vote.com
14
A consequence of speed

• With shorter projects we dont live the brand
• Two weeks of analysis is out of the question
• and beyond the budget
• Instant data implies instant answers
• Payment for analysis comes under pressure

Consider what happened when photography was
dominated by the difficulty of taking the picture
15
Pictures from the depression
16

17
(No Transcript)
18
(No Transcript)
19
(No Transcript)
20
(No Transcript)
21
(No Transcript)
22
(No Transcript)
23
(No Transcript)
24
(No Transcript)
25
(No Transcript)
26
(No Transcript)
27
(No Transcript)
28
(No Transcript)
29
Thought, planning, design, interpretation
30
The risk

• Future research will be shallow
• Researchers will at best skim for easy catches
• Clients wont pay
• and wont learn
• Some BIG mistakes will be made
• and opportunities missed

31
Ameliorative options

• Data mining
• Rules based analysis
• Comparative norms
• branded products
• Millward Brown ATPintelligence
• Externalising analysis
• Growth in qualitative research

32
Conclusions

• Faster is the future
• Automation for all
• We will deliver the results faster
• Clients will sometimes get the data before we do
• Norms, exception reporting, rule-based systems
  will help
• Much interpretation will become increasingly
  shallow
• Opportunity for providers of insight

33
(No Transcript)
34
Thank you