Tag Archives: Research

Good Researcher, Bad Researcher

For almost a decade now, I have been part of Marketing research fraternity I have seen good presentations to surprisingly bad presentations. I have met truly inspiring researchers and researchers’ who have no clue about almost everything.

Here are my two cents of what I found common amongst good researchers and bad researchers across multiple cultures and countries.

  Good Researcher Bad Researcher
Presentation A good researcher presents a story. A story with twists and turns, actions & corrections and jaw dropping functional pointers. While he is talking you feel like your imagination is ignited and you land up on ideas which can be a landmark achievement for your CVHis Motto: Inspire A Bad researcher presents numbers, percentages, ratios, values, and much more. While he is talking you feel like you are back in your statistics class. You loose the context and start to look for cappuccino His Motto: Convince the client or confuse him
Insights he will bring forward insights not only from data but from the environment around him / her. He will connects the dots for you. From Brands, to media to culture. He presents one customer and his many shadesHis Motto: Discover He will present you data in isolation. One focused angle of your Customer.His Motto: Cover the brief (only)
Business He understands business are dictated by internal plans and external competition. He tries to address both of them in liaison with you through the information he hasHis Motto: Functional He believes he should focus only on the datasets at hand and later on the client should be the one who connects the dotsHis Motto: Data is the king
Brainstorming Sessions He will sit with client teams and understand their needs, their key questions, their key barriers etc. He will brain storm about his own presentation, data sets and findings. He will try and push himself and he will also push the clients with the aim to think hard and come up with tighter, more defined action oriented insightsHis Motto: Research is a paper without action His Question: brainstorming with clients, why?
Heated Argument He doesn’t sell and/or buy bull sh***. He will take a stance where he should and similarly will listen when he should. He is not there to sell or defend his data, he is there to help client understand the potential weaknesses & threats for clients’ brand His Motto: May Logic Prevail He defends the data, the perspective shifts towards the data methodology instead of insight implications

I am an insight-a-holic. And like all others marketing researchers I suffer from occasional heartbreaks when no one else can see what I can so I continuously work on improving my presentation skillsdecision buy-in processes, and I try to keep on writing about insights that are or that will be driving our business strategy. Why dont you help me out, let me know about your ideas here, at twitter or at linkedin

 

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Infographic – Key insights into Gen Y

Consumer Insight Manger vs. Research Manager, what is the difference?

I was looking at job boards and questioning myself as to what is the difference between a consumer insight manager and a research manager? Is it more than just a buzz word?

For last so many years I have been juggling with the jobs that handled data. I have been a researcher, a strategic communication planner, and a strategist. Following is my take on jobs as consumer insight manager vs. research manager.

 

Consumer Insight Manager

Research Manager

Qualification

Understanding of research

Understanding of research

Deliverable

Strategic Input (Consultancy)

Research Study (Tool)

Activities & Tasks

Commission researches

Manage clients

Analyze data & its impact on strategic initiative /product /brand / marketing

Manage projects

Negotiate results driven action points with action owners

Analyse results

Understand the impact of actions on consumer

Manage data

Predict trends & align priorities

Improve research methods and techniques

Inspire insight driven innovation

 

Some Examples

A consumer insight manager’s output would be

A research manager’s output would be

JWT intelligence

Brand z

Dictionary of change

Television audience measurement

Experience

Should Understand strategic planning

Should understand the tools & techniques

Should understand basics of project management

Should understand basics of project management

Should understand MR

Should understand MR

Should be capable of combining research & gut

Should be capable of translating research briefs in to profitable research projects

Average Salary (UK)

GBP 53,500 p.a

GBP 40,000 p.a.

 

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Consumer Trend – Insights into the global youth

Young, strong, financially influential, globally connected. These are some of the attributes of young people of our times. With a cumulative purchasing power of $ 592 billion i.e. bigger than the economy of Switzerland, they are far more powerful and equally more capable of bringing radical change. Though the young today are more dynamic than their counterparts in yesteryears but the basic motivators stays the same.

Here is how I think this market can be targeted more effectively

  1. Possible meaningful styles –  Young people today are strongly seeking substance behind styles, after going through their key triggers i think oppurtunities lies in the domain of Nationalistic pride (especially for Asian audience), save the globe, etc.
  2. Motivator: A brand, a concept and/or a government that is going to spend in motivating them and nurturing their risk-taking nature either through investment or through engagement will be successful
  3. Youthland –  They are connected and have crossed geographic boundaries. No government, no brand and no market can afford to take ‘em lightly.  And they grow in groups, so a product promise in US which hurts people in Mid-East can hurt the product far more successfully than before. Similarly you hurt ‘em in Iran you will hear the roar in world. So beware of your messages to the audience globally.  
Additional Resources:
  1. Interesting studies by mobile youth
    1. Youth mobile marketing trends
    2. Mobile youth in India by Graham Brown
  2. The digital youth project
  3. Trends in India
  4. Youth Consumption influences
  5. MTV Being young: The global trends about youth  
  6. China youth trends
  7. Synovate survey shows that young Asians are driven by media and music

Customer Trend – Insights into the global youth

Young, strong, financially influential, globally connected. These are some of the attributes of young people of our times. With a cumulative purchasing power of $ 592 billion i.e. bigger than the economy of Switzerland, they are far more powerful and equally more capable of bringing radical change. Though the young today are more dynamic than their counterparts in yesteryears but the basic motivators stays the same.

Here is how I think this market can be targeted more effectively

  1. Possible meaningful styles –  Young people today are strongly seeking substance behind styles, after going through their key triggers i think oppurtunities lies in the domain of Nationalistic pride (especially for Asian audience), save the globe, etc.
  2. Motivator: A brand, a concept and/or a government that is going to spend in motivating them and nurturing their risk-taking nature either through investment or through engagement will be successful
  3. Youthland –  They are connected and have crossed geographic boundaries. No government, no brand and no market can afford to take ‘em lightly.  And they grow in groups, so a product promise in US which hurts people in Mid-East can hurt the product far more successfully than before. Similarly you hurt ‘em in Iran you will hear the roar in world. So beware of your messages to the audience globally.
View more documents from ayeshasaeed.
Additional Resources:
  1. Interesting studies by mobile youth
    1. Youth mobile marketing trends
    2. Mobile youth in India by Graham Brown
  2. The digital youth project
  3. Trends in India
  4. Youth Consumption influences
  5. MTV Being young: The global trends about youth
  6. China youth trends
  7. Synovate survey shows that young Asians are driven by media and music