Tag Archives: Future of Marketing research

Dirty, Sexy Business Intelligence vs. Sober marketing research

Bi Sounds so cool and hot these days, while marketing research has started to sound redundant. Though they both basically achieve the same objective – ‘drive informed decisions’

I have this observation about MR (marketing research) fraternity. Today, when everyone is talking about Big Data – ESOMAR is quiet.

When everyone is opening their wallets to data scientists and business intelligence analysts, we chose to ignore them.

I wonder why that is. Are you guys allergic to money?

Now, let me share my opinion as to how marketing research can benefit from the ‘big data’ trends and what business intelligence can learn from Marketing Research. After all, Marketing Research is one of the oldest, most documented professions in the space of data management and analysis.

Marketing research is one of the oldest, most documented professions in the space of data management and analysis. And BI or Big data cant be successful without learning from it.

The common terms between BI & MR

 Meta Data Management

A hot word, but if you have operated in marketing research you know about the profiling of the data sets at variable levels. Example: This is the opinion of a 30 year old, man, SEC A, living in xyz. They both are the same thing.

 ETL (Export, Transform, Load)

Yet another cool term being used in the field of BI quite often, a similar concept exists in marketing research and it is called data cleaning. The phase, where punched data is processed and sorted out in a ready to analyze format. That is equivalent to ETL in BI.

 Traceability/Lineage

It is a regular crosstab, where you can manage to go back all the way to raw data to the level where you actually reached to an respondent level variables

Dimensional Data

At the stage of proposal we do sampling and we decide all the profiling variables across which the data will be cross tabbed and the depth of each cross tab. That is equivalent to Dimensional Data in Business Intelligence

Data Governance

Now that is mostly about Data QC management and records management defined by ESOMAR’s guidelines

These are the thoughts at the top of my head, many more to come. And as I learn more about BI, I will update my Marketing research friends on how much potential marketing research has in today’s world of data and analysis.

Till then have fun, by the way don’t forget to check out these articles about the job descriptions of the savvy business intelligence analyst and our marketing researchers. And if you are implementing something cool, please share your experiences with me/us, I am on a roller coaster ride since i started working on the BI tools.

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Data visualization future in Marketing Research

I started today with the typical Monday blues. (for those who don’t know, in Dubai we work on Sundays’)

Reports, tables, data sets started to pile up in my inbox and the brain just refused to work. So I went online and surfed through some of my favorite blogs & websites and landed on the results of WPPed Cream. And there is when I found something which can make your weekend a little brighter.

TNS Digital Life is the winner in the WPPed Cream, Consumer Insight section. I strongly recommend that you have a look at it, you might be pleasantly surprised with the data visualization and cross country comparisons.

Infographic – TNS Digital life UAE-Singapore

The second thing I observed that Kantar has a Creative Director….! Aziz Cami. I am delighted to know that Research companies have finally realized the importance of data visualization and presentation and this is a warmly welcomed move by Kantar. I hope others will soon follow. This indicates that in future, we expect to have a creative division in Agencies’ looking after syndicated data.  Finally. Continue reading

Toolkit for Killer marketing research presentations

We all deliver presentations, sometimes good and sometimes not so good. We all sleep through presentations sometimes on purposes and sometimes unintentional. I have delivered several presentations in my career sometimes as key note speaker, sometimes as a communication planner and sometimes as a researcher. I think, I have some points that I can share with you about presentation Continue reading

6 Ways to Ensure Marketing Research project becomes a show-stopper

Marketing research documents are usually very insightful but rarely used (no offense). Sometimes, they are too detailed or too technical or delayed or something similar.In some cases, client agency relationship is also strained and in some cases internal research processes and budgets are reviewed. And in some cases, nothing happens which in my opinion is worse than even bad consequences. ( have a look at these presentation toolkit)

Following is the flow chart for MR projects which doesn’t end up only in shelves of Research Executives. I was discussing it with my colleagues and was laughing about it, in the given flow chart the success of MR project is only about 1%.

Success of MARCOM is not only meeting research objectives it is actually when a research project is so fiery that branding teams have no choice but to acts on the findings.

Flow Chart of When Marketing Research is more than a paper

Continue reading

Future of Marketing Research

Change is the only constant, and who knows it better than us. Since internet and mobile is changing every industry so I decided to have a look at the impact of these two game-changing factors on MR and summed up my thoughts in the attached presentation. Here is a summary of what I think will happen in Marketing research:- Continue reading