Reg Baker Skills For A NewMR World 2016

Prac%cingtheNewMR:WhatResearchersNeedtoKnow–NewMRWebinarRegBaker,MRII/UniversityofGeorgia,2016

RegBakerMarke%ngResearchIns%tuteInterna%onal

20October2016

Prac%cingtheNewMR:WhatResearchersNeedtoKnow

Prac%cingtheNewMR:WhatResearchersNeedtoKnow–NewMRWebinarRegBaker,MRII/UniversityofGeorgia,2016

TheCurrentContext:ANewReality

1.  Clientsexpectmoreinreturnforless.

2.  Therearemoresourcesofinsightthaneverbefore.

3.  Thereisawelldevelopedsupplychainforaccessingthosesources.

Prac%cingtheNewMR:WhatResearchersNeedtoKnow–NewMRWebinarRegBaker,MRII/UniversityofGeorgia,2016

Theconversa%onhaschanged.

QUALITY GOODENOUGH

OldRealityTradeoffs

NewRealityFitforPurpose

Prac%cingtheNewMR:WhatResearchersNeedtoKnow–NewMRWebinarRegBaker,MRII/UniversityofGeorgia,2016

Sixinsightprofessionalarchetypes:1.  BigIssuethinker(26%)

2.  ResearchTechnician(25%)

3.  ConceptualCreaOve(18%)4.  Consultant(12%)

5.  BusinessDriver(10%)6.  Storyteller(10%)

Source:Riley,AdamandSmith,David(2013).“BigChangeswillDeliveraBigFuture:WhatMarkeOng-DecisionMakersExpectTheirCustomerInsightTeamstoDeliver.”PaperpresentedatESOMARCongressinIstanbul.Amsterdam:ESOMAR.

TradiOonalMR

BusinessConsult

StrategicInsight

StrategicForesight

BCGStagesofConsumerInsight

Andtheexpecteddeliverablehaschanged.

Prac%cingtheNewMR:WhatResearchersNeedtoKnow–NewMRWebinarRegBaker,MRII/UniversityofGeorgia,2016

“It’sonethingtobeheldresponsibleforthequalityofthedataandits‘fitforpurpose.’It’squiteanotherthingtobeheldresponsibleforrecommendaOons,whichifimplemented,wouldhaveconsequences.”

Movingfromthecollec%onofinforma%ontoitsapplica%on.

Source:h`p://blog.mrii.org/are-market-researchers-afraid-of-consulOng/

Prac%cingtheNewMR:WhatResearchersNeedtoKnow–NewMRWebinarRegBaker,MRII/UniversityofGeorgia,2016

Therearemoremethodsandmoresources.

Canweorshouldwebeexpertsinallofthem?

Source:GRIT,2016

Prac%cingtheNewMR:WhatResearchersNeedtoKnow–NewMRWebinarRegBaker,MRII/UniversityofGeorgia,2016

Thesupplychainisextensiveandgrowing.

•  Conferenceexhibitorsarebecomingmorespecialized.

•  MRtradeshowswheresalesisthegoalarecompeOngsuccessfullywithtradiOonalmethods-orientedconferences.

Prac%cingtheNewMR:WhatResearchersNeedtoKnow–NewMRWebinarRegBaker,MRII/UniversityofGeorgia,2016

Succeedinginthisnewworldtakesateam.

TheSpecialists

ThePolymath TheConsultant

Source:Chadwick,SimonandBaker,Reg(2014).“Aprèsnousledeluge?Whyweneedtopaya`enOontotheneedsanddesiresofMillennialandPost-Millennialresearchers.”PaperpresentedattheESOMARCongressinNice.Amsterdam:ESOMAR.

DatascienOsts,computerscienOsts,neuroscienOsts,staOsOcians,sampleproviders,psychologists,ethnographers,graphicdesigners,surveyspecialists,etc.

Prac%cingtheNewMR:WhatResearchersNeedtoKnow–NewMRWebinarRegBaker,MRII/UniversityofGeorgia,2016

The“mastergeneralist”needstheseskills.

1.  Theabilitytomakesmartchoicesaboutmethodsanddatasources.

2.  Theabilitytoassess“thesafetyoftheevidence.”

3.  Theabilityto“synthesizemulOplesourcesofimperfectdata.”

4.  Theabilitytotellthemostimportantstoryofthedatainaconvincingway.

Source:Smith,David.2014.“BuildingtheskillsofthenextgeneraOonofcustomerinsightprofessionals.”ResearchWorld.November/December,32-35.

Prac%cingtheNewMR:WhatResearchersNeedtoKnow–NewMRWebinarRegBaker,MRII/UniversityofGeorgia,2016

“ThefoxknowsmanyliZlethings,butthehedgehogknowsonebigthing.”

1.  EmphasizecriOcalthinkingandproblemsolvingoverspecificresearchskills.

2.  Favorbreadthoverdepth.

3.  TeachtheprinciplesthatdisOnguishgoodresearchfrombadresearchindependentofmethod.

4.  Connectmethodstobusinessproblems.

Tetlock,PhillipE.(2006)ExpertPoli3calJudgment:HowGoodIsIt?HowCanWeKnow?(Princeton,NJ:PrincetonUniversityPress)

Prac%cingtheNewMR:WhatResearchersNeedtoKnow–NewMRWebinarRegBaker,MRII/UniversityofGeorgia,2016

ThankYou!

RegBakerrbaker@mrii.org@thesurveygeekwww.mrii.org

Prac%cingtheNewMR:WhatResearchersNeedtoKnow–NewMRWebinarRegBaker,MRII/UniversityofGeorgia,2016

Q&A

RayPoynterTheFuturePlace

RegBakerMRII