AMA Keynote Presentation September 2010

MAKINGCHANGEHAPPEN10 PRINCIPLES FOR THRIVING IN THE RESEARCH WORLDStan Sthanunathan

Vice President – Marketing Strategy & InsightsThe Coca-Cola Company

27 SEPTEMBER 2010

Classified - Internal use

ACTING OR NOT…IS A CHOICE

CHANGE IS NOT AN OPTIONBUT…

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CASE FOR ACTION27 SEPTEMBER 2010


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WHAT IS COMMON ACROSS THESE BRANDS?

THEY ALL CREATED NEW CATEGORY BUT…27 SEPTEMBER 2010


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THE WORLD IS CHANGING RADIPLYGREATNESS CANNOT BE TAKEN FOR GRANTEDCHANGE OR PERISH IS THE NEW MANTRA

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BRAND CREATION CYCLES ARE GETTING MUCH SHORTER

Coca-ColaMicrosoftIBMGENokiaIntelDisneyFordMcDonaldsAT&T

2001 Coca-ColaIBMMicrosoft

GoogleGEMcDonaldsIntelNokiaDisneyHP

2010

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Source: Interbrand Best Global Brands 2010

Online

WE HAVE MADE PROGRESS AS AN INDUSTRY BUT… More out of necessity

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HAVE WE CHANGED FAST ENOUGH TO BECOME CHANGE AGENTS IN BUSINESS?

NO27 SEPTEMBER 2010


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FIRST WE NEED A CHANGE OF MIND-SET

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It is not about following the change as quickly as possible

It is about helping companies to shape the change

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Providing Insights

Provoking Transformation

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Quantifyingthe Expected

Listening for the Unexpected*

* Joel Rubinson, ARF27 SEPTEMBER 2010


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Focus on technical challenges & better mousetraps!

Focus on ROI, better execution & value creation

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Leveraging “What We Know”

Seeking “What We Don’t Know” & “How to Know What We Don’t Know”

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SECOND WE NEED TO BECOME MORE INNOVATIVE IN OUR APPROACHES

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WE DON’T KNOW WHAT WE DON’T KNOW AND… WE DON’T KNOW HOW TO KNOW WHAT WE DON’T KNOW

FocusGroups

SurveyResearch

ObserveListen

SynthesizeDeduce

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THESE ARE NECESSARY BUT NOT SUFFICIENT CONDITIONS TO SURVIVE AND GROW

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BUT FOR US TO THRIVE… WE NEED TO EMBRACE SOME KEY PRINCIPLES

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Embrace Technology…Quickly

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OUR TRACK RECORD IS NOT GREAT

10 Years

75 Years

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HOW MANY OF YOU FEEL THAT YOU HAVE ACCESS TO BETTER TECHNOLOGY AT HOME THAN WORK?CONSUMERS ARE LIKE US… THEY HAVE MOVED ON TECHNOLOGICALLY… IT IS ABOUT TIME COMPANIES DO

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Embrace Risk

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Statistical Significance is widely misused and vastly overused: the result is not necessarily interesting, important, large, meaningful, causal or predictable in the future. It is NOT a badge of scientific rigor.

It just says the observation “probably happened” in that population. —Andrew

Ehrenberg27 SEPTEMBER 2010


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Don’t underestimate the Power of N=1“For innovation and inspired consumer insight an “n of one” is often all you need”

—Dr. Robert Kozinets

Author, Netnography27 SEPTEMBER 2010


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Dream

Internalize

Becomes True

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“Imagination is the beginning of creation. You imagine what you desire, you will what you imagine and at last you create what you will”

—George Bernard Shaw

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SET ASIDE SOME MONEY FOR EXPERIMENTATION,SHARE SUCCESSES AND FAILURESDO WE HAVE THEGUTS TO CREATE A HALL OF SHAME?

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Focus on BusinessOutcomes

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Job is not over when a report is delivered… in fact our work has just begun

Think RelationshipNOT Transaction

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Focus on Talent Acquisition

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McKinsey

Goldman Sachs

Bain

Booz

Google

AT Kearney

TOP RECRUITERS IN BUSINESS SCHOOLS

WHAT CAN WE DO TO ATTRACT THE BEST AND THE BRIGHTEST?

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Shift Resources

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80%of budget is spent on “Rear View” Research*

* Nielsen/Brand Tracking/Validation type researches

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+80%of the time is spent in report cards, debates on data quality and explaining the past



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PROVIDE INSPIRATION ANDNOT EXPLANATIONFROM:80% ON “REAR VIEW” RESEARCH

TO: 50% ON “FORWARD LOOKING” INSIGHTS

$$$$$ $ $$$$$ $

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Leverage Creativity

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PRESENTATIONS:EXPERIENTIAL & IMMERSIVE EXPERIENCES

RULE FOR YOU TO CONSIDER:NO MORE THAN 7 DATA POINTS IN A SLIDE

Visual Data Densevs.

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Confident Thought Leaders

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BE PROACTIVE.OUTSOURCE PROCESS & IN-SOURCE THINKING

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Compensation based on Value and NOT Inputs

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Advertising Age27 April 2009

"We want our agencies to earn their profitability, but it's not guaranteed”

—Sarah ArmstrongCoca-Cola Director of Worldwide

Media

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VALUE BASED COMPENSATION

We are moving ahead with this approach.

Uncomfortable?

Required?

Will We Succeed?

YES

CERTAINLY

?27 SEPTEMBER 2010


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Question Conventional Wisdom

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HOW ABOUT A CONFERENCE TITLED…

AMA3 DAYS TO CHANGE THE WORLD OF INSIGHTS?

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IF WE CAN’T DRIVE CHANGE..WHO CAN?

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“We are the ones we have been waiting for” —Hopi Chief

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THANKYOU27 SEPTEMBER 2010


Data & Analytics

AMA Keynote Presentation September 2010