2. APRIL 1-3, 2014 TORONTO Organized by Workshop Sponsors
Association & Media Partners
3. The Future of Market Research: From Reporting to
Consulting
4. QRCA Views Summer 2012
5. The Commoditization of MR 3
6. What Clients Want 4
7. Moving from Reporting to Consulting 5
8. A defining point-of-view that creates value for your client
John McGarr President Fresh Squeezed Ideas
9. Our North Star While people strive to add meaning to their
lives, brands are artifacts of that journey. Brands are culture.
Every decision your customer makes is an act of culture 7
10. Our North Star While people strive to add meaning to their
lives, brands are artifacts of that journey. Brands are culture.
Every decision your customer makes is an act of culture 8
11. Culture Changes 9
12. Culture Creates Complexity There is no silver bullet method
10 # Dots # Links L=n(n-1)/2 # Patterns P=2L n = 4 L = 6 P = 64 n =
10 L = 45 P = 35,184,372,088,832 n = 12 L = 66 P =
73,786,976,294,838,200,000 complexity
13. Social Science Tools 11 Need Ecology Culture In Action
Task, Dont Ask Ethnography Predictive Markets Narrative Semiotics
Mobile and Online Modes Hypnosis Gamification EyeTracking
BiometricsSocial Listening
14. A client-side research manager that wants to put a dent in
the universe Kristian Gravelle Director Insight and Analytics Astra
Zeneca
15. Client-side MR: The Consumers Voice 13
16. Think differently 14
17. Dig Deep 15
18. Activate: Drive Internalization 16
19. Partnerships that make each party better Kathie Miller
Director Market Research and Decision Science Takeda
Pharmaceuticals
20. Client-Vendor Partnerships 18
21. Partnerships: Learn and Grow Together 19
22. The Future of MR
23. The Future of MR 21 Collaboration Synthesis Storytelling
Activation Trust Commitment Passion