The following notes from Marie Wolfe’s “What is i? Transforming Market Research from a Cog in the Wheel to being the Wheel” keynote have been live blogged during the session at the MRIA 2015 National Conference. Limited editing has been done to this post, so there are likely to be typos.
The Pace of Change Will Never Be As Slow As It Is Today
- The Internet of things — more things online than people
- Social visual
- Convergence of digital/ecommerce
- Artifical intelligence
- Mobile everywhere
- Programmatic buying
- Content curation
Marketing is fundamentally changing, demanding a more central and important role from Insight Leaders
1. Individuals, not aggregates — have the capability to hyper-target people, and contact them on an individual level — ex. Marie googled Transcendental Meditation on her phone last year and kept getting ads showing up on her phone
2. Clarity and consistency for brands — must be a priority — must find amazing insights because they will have to stick with them for a few years.
3. Be Authentic — To penetrate the culture — “The people who shoot it have to be young. The people who cut it have to be young. The hosts have to be young. If something is created in a boardroom, it will not work.” Shane Smith, VICE
4. Brands with purpose — marketing for people — example Dove #speakbeautiful
Runners don’t get judged by amount of time they spend in gym, are only judged by their time.
At the end of the day, research should be judged by whether they help their client.
Rapid changes blur & threaten traditional industries — yellow pages died because they did not change fast enough to combat the internet, they tried to do the same thing online.
Disruptors are gathering forces: Marie is meeting one company each week that say they can eliminate the client researcher job.
Today role of insights
-Generation of insights
-Sharing of insights
Today — News Reporters
The Dark Side of a Reporter: Sensationalists, Being Out of Touch
Insights Roles are Shrinking — and we are no longer the only source for insights
Tomorrow is about ideas
Next step is hatching insights into ideas
Instead of debating ideas we are researching the past, 80% of budgets are rear mirror looking
RIP Norms and trended data (Paul’s note: really, not sure I like this, let’s not throw everything out!)
Inspire the future: Instead of dating the past — search to find what people are talking about now
Empowered to stomp more elephants, instead of stomping ants (debates about historic data)
Leveraging the bet in new methods to unveil new ideas
The Future Researcher is a Mix of:
CFO, CST, CMO, CIO, CTO, VC
Start-up mentality — faster, better, cheaper
If an internal client asks to get data tomorrow, we become like a drive-thru
Study found that best hockey players touch the puck less often, because when they are not touching the puck they are setting up opportunities. Researchers should act like this — setting up opportunities for internal clients.
Always anticipating & Quantifying the Business Impact
We’ll need brilliant talent: Right now young talent thinks market research is either a robot, or deadly boring.
Time to relaunch market research
“Market research emphasizes the process and not the potential of what we can do to transform our businesses and world.”
Introducting “the i-function” — insights, integration and irreplaceable.