Crisis – what Crisis? Why Research Can and Should Have a Bright Future – A Clientside...

| Confidential - For Internal Use Only

Crisis? What Crisis?

Edward AppletonEuropean Consumer Insights Manager, Avery Zweckform

BAQ MaR GhentDecember 2013 CONFIDENTIAL

Why Market Research should be optimistic about a re-energised future

Crisis?What Crisis?

| Confidential - For Internal Use Only

Avery: Office and Consumer Products

Consumer Products for

• Small Business

• Office

• Home

• School

| Confidential - For Internal Use Only

Agenda

• Snapshot: MR threats, opportunities

• From “Researcher” to “Insights Consultant”: how?

• Proving MR Impact and Value - how?

• Outlook

| Confidential - For Internal Use Only

1. Challenges

● Restructuring, delayering

● Multiple datastreams bypassing MR

● D.I.B (“Do-It-Badly”)

● Speed and Actionability

| Confidential - For Internal Use Only

1. Opportunities

●

● Data expertise

● New MR = Strategic, Creative

● Closer to Action

•

● Data Experts = InsightsExperts

● Nearer the Action● New MR = Strategic, Creative

| Confidential - For Internal Use Only

Better Tools = Better Craftsman?

| Confidential - For Internal Use Only

2. Becoming an “Insights Consultant”…

It’s as much about Leadership Skills as Hard Skills

Visibility is more than half the battle

Sympathy

Collaborate with Other Disciplines

Participate in Board Level Meetings

| Confidential - For Internal Use Only

7 Quick Ways to Lose Influence

| Confidential - For Internal Use Only

7 Quick Ways to Lose Influence

| Confidential - For Internal Use Only

7 Quick Ways to Lose Influence

| Confidential - For Internal Use Only

7 Quick Ways to Lose Influence

| Confidential - For Internal Use Only

7 Quick Ways to Lose Influence

| Confidential - For Internal Use Only

7 Quick Ways to Lose Influence

| Confidential - For Internal Use Only

7 Quick Ways to Lose Influence

| Confidential - For Internal Use Only

● Bias towards Action● Communication, collaboration● Work with Multiple Data Streams● Document the Value

3. Skills to Survive Tomorrow

| Confidential - For Internal Use Only

3. Document Value - How?

● Year End Value Summary - $ quantification

● Always issue Executive Summaries

● Gain Top Management Attention

| Confidential - For Internal Use Only

The new Competitive Environment

| Confidential - For Internal Use Only

Transformation Through Insights – 2 Examples

• Highlighted strong dealer perceptions of brand equity prior to a packaging re-launch

• Uncovered an unmet need that developed into a Winning Concept

| Confidential - For Internal Use Only

Children’s Stickers range – new packaging design?

Current Proposed New

| Confidential - For Internal Use Only

Children’s Stickers range

Simple Insight: don’t change a winning recipe

• Dealer IDIs in combination with quantitative pack test

• Key Insight – “that’s the blue brand”

• New designs too radical a break with perceived equity, too trendy

• “Zweckform should not change its package design for stickers. Blue stands for Zweckform in a very strong way.”

| Confidential - For Internal Use Only

General Purpose Labels

Insight: uncovered important new unmet need

• On surface: not a problem encountered

• Discussion about new possibility: changed opinions

• “I have an airbag – doesn’t mean I wish to have a crash”

• Validation in Quant. Survey

• Formed basis of R&D briefing

| Confidential - For Internal Use Only

4. Outlook

● Make your voice heard● Become a better craftsman - execute

immaculately● Document the value

| Confidential - For Internal Use Only

The Future is Bright - but we have to adapt

| Confidential - For Internal Use Only