A blueocean market intelligence and Microsoft presentation

Kumar Mehta PhD – CEO, blueocean market intelligence

Jeff Mercer PhD – Director Market Research, Microsoft

Using ‘Extension Teams’ to build capacity, generate integrated insights and drive business impact

Research 1.0 Research 2.0 Research 3.0

1

2

3

4

5

Generating research data

Delivering data

Discipline-focused

Fragmentation

Reacting to the business

Using research data

Delivering insight

Partnership-focused

Collaboration

Supporting the business

Using information

Delivering impact

Decision-focused

Integration

Driving the business

Research studies to facilitate decisions and reduce risk

Consumer insightInspire ideas to ignite growth

Research at Microsoft has been evolving

Customer & Market Research Team

Research at Microsoft – Providing fact based insights to drive Microsoft’s most important business decisions

• Centralized market research function• Researchers serve as consultants to the business

85+ Research Consultants

Evolving our Practice• Shift from Research Managers to Research Consultants:• Evolving our skill set• Evolving how we work• Building capacity

• Product Research, Campaign Research, and Corporate Research• Inform business strategy, marketing strategy, product development,

campaign strategy & effectiveness, and in-market optimization decisions.• Breadth of customers and issues

domain understanding problem framing future-thinking pieces predictive analysis storytelling

data cuts searching for data and information market tracking time spent creating PPT slides checking of survey links and banners

Researchers are doing more.. and less..

Old Model Ideal Use of Researcher time

70%Research Operations

Business Consultancy

70%

30%

Business Consultancy

30% Research Operations

Building Capacity with Extension Teams – Creating a model where researchers can spend more time acting as a strategic partner to those in the business lines

Wip

Incorporating new streams of data - There is a big need to understand digital data, as well as more traditional primary and secondary research sources

Source: Incredible Things That Happen Every 60 Seconds On The Internet

• A team of people that serve as an extension of the Microsoft research team, custom built to align to Microsoft requirements

• Exclusive to Microsoft’s business and paid for on a retainer basis

• Designed to provide the right blend of skill-sets for the work required

Adds significant

Capacity

Frees up researchers to focus on driving impact and insightsfor the business

Adds

Skill sets

Researchers have access to new skillsSuch as visualization, secondary research, advanced analytics and others

Adds

Speed

Most initiativescompletedin a few business days

Microsoft has built an ‘Extension Team’ with blueocean to help enable the consultancy model

Benefits of extension team

What is an extension team?

Microsoft/blueocean Extension team principles

Custom built and dedicated to Microsoft

Viewed as team members, not suppliers

Retainer and not project based relationship to enable continuity, familiarity and speed

Become the go-to team for solving complex problems

Access to all available data sources

Secondary

Primary Social

InternalBehavioral

Microsoft + Blueocean360

Insights

• Extension teams look at multiple sources of data to help answer a business question

• Familiarity with data sources leads to efficiencies and faster turn times

• Integrated insights means greater ROI for Microsoft

Microsoft researchers are armed with a 360 view

• The Phablet emerged quickly as a new category• Microsoft needed to understand how consumers

were viewing the device

Business Problem Our Approach

This 360 analysis helped Microsoft quickly understand:

• Market landscape of the new category• Expectations for the short and long term growth of

the category• Implications to the phone/tablet/PC categories

Impact

Use of Multiple Data Sources

SynthesisStorytelling

Powerful visualization

• Voice of the Customer

• Buzz/Sentiment

• Geographical uptake

Phablets Analysis – An interesting form-factor?

Social Media

• Functionality• Key drivers• Scope of

product• Geo

differences

Secondary/Syndicated

• Phablet vs. Smartphone usage differences

• Demo Profiling• Reasons for

phone selection

Primary Data

• Started small with initial proof of concept

• More skill-sets added over time

• Model adopted broadly

• More processes and standardization added over time

AA BenefitsEx

tens

ion

Team

Mem

bers

Year

‘06 ‘07 ‘11 ‘12 ‘130

10

20

40

30

50

Helpdesks

blueocean has scaled to support more divisions of Microsoft over time

Information Audit

Primary Reporting

‘08 ‘09 ‘10

Secondary Research, Survey Analysis

Scenario Presentation, Data Visualization

Transactional Analytics

Text Analytics Advanced

Analytics, High end Visualization

Extension Teams - Outcomes and Keys to Success

Increased capacity toprovide businessconsultation

Communication &Feedback

Commitment to Evolving Engagement

Increased ROI onMR assets

Cost savings

www.blueoceanmi.com

transformation through integration: realize the full potential

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