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MRMW 2014Scenarios and Strategies for the Future of Market Research

Create integrated solutions !"# MR v$%&'r( & )*+$%# )'’( )"% "&'p#

to enable sustainable innovation that drives the industry ahead.

2:30-2:40 Kick-off

2:40-2:55 Warm-up: Innovation Barriers

2:55-3:30 Panel Inspiration3:30-3:55 Analogs

3:55-4:00 Introduce Exercise/Templates

4:00-4:30 Analog Application

4:30-4:50 Table Reco Development

4:50-5:20 Share & Application

Agenda

What are some barriers/challenges for why we, as an industry, don’t innovate in a faster,

more agile way?

Panel Inspiration

CoreBusiness

Model

Organizational Models

Culture

Tools & Processes

MeasuresCompetencies

Growth Strategy

I%%'v"#+'% ECOSYSTEM

Tools & Process: Does the company have a defined set of processes,

backed by the right tools, to develop and launch new ideas?

Growth Strategy: Does the organization have a relevant, aligned growth strategy that

strengthens and expands the core business?

Organizational Models: Does the company have the right types and

mix of organizational models in place to enable the successful execution of growth initiatives?

Competencies: Are the behaviors and mindsets necessary for sustained growth actively assessed, developed and

rewarded across the organization?

Measures: Is there an aligned set of measures and a tracking system in

place to track progress against sustainable growth?

Culture: Does the organization have a culture that demands and

enables sustained growth?

Core Business Model: Does the organization have a clear, relevant and differentiated core business

model?

Analog Inspiration

A!"#$% = Modelthat we want to reapply

Where a Similar Challenge

Was Solved

Psychedelic Tuna ©

,%"*'-( for the Market Research Industry6

P"r#%$r+%- with Startups 1

Heisenberg Media ©

Mondelez Mobile Futures

Mondelez ©

MastercardIsraeli Fintech Start-ups

Heisenberg Media ©

UnileverFoundry Program

CintrifuseLEAP: Linking Entrepreneurs & Pilots

S$##+%- Proactive Innovation Portfolios & Priorities 2

Warc ©

Now70%

New20%

Next10%

Walmart Marketing Innovation Portfolio Allocation

Coca-ColaMarketing Innovation Portfolio Allocation

Low Risk, Bread & Butter70% of Communications Spend

= <50% of hours

What we know works

well20%

New Ideas10%

MondelezInvesting to be Top Mobile Marketer

"We are planning to invest 10% of our global marketing budget in mobile activations and channels across the entire consumer journey. Our goal is to become one of the top mobile marketers in the world.”

Bonin Bough VP of Global Media & Consumer Engagement

Mondelez International

Mondelez ©

L$v$r"-+%- Design Thinking 3

L$"r%+%- From How Startups Innovate 4

Betsy Weber ©

Startup Weekend

bayerberg ©

Startup Bus

John Fischer ©

Accelerators & incubators The Brandery

otrmatters ©

hubs 1871 & Cintrifuse

1871 ©

Op$%+%- Up the Innovation Process5

Campbell’sHack The Kitchen

Campbell’s ©

LeathermanFree Range PDX

Leatherman ©

HeinekenIdeas Brewery

Heineken ©

Video

E.p$r+/$%#+%- and D$v$*'p+%- via Labs6

Nordstrom ©

NordstromInnovation Lab

Jeff Blucher ©

Video

World’s firstInnovation Lab In The Sky

British Airways ©

Each table assigned an analog/approach...

In your organization, what needs to be true in at least 4 areas of the

ecosystem to enable you to adopt/apply this approach?

Compare responses across your table.

Application

Each team will share:

Why should we adopt this approach?How would it work?

What would the impact be?

Reco

Growth Strategy

Competencies Measures Culture

Tools & Processes

Core Business Model

Growth Strategy Organizational Models

for Analog Category:

I%%'v"#+'% ECOSYSTEM In your organization, what needs to be true in at least 4 areas of the ecosystem to enable you to adopt/apply

this approach?

Growth Strategy

Risks/Barriers Key Enablers

Benefits to the Industry

Benefits to Researchers’ Careers

Business Challenges We Could Address

for Analog Category:

T"b*$ Reco Development Why and how would organizations want to adopt/apply this approach?

As you listen to the recos:

Identify 3 ideas you’re going to take back to your company.

Tweet out at least one of your ideas

Apply

P$r('%"* Application

Growth Strategy

Competencies Measures Culture

Tools & Processes

Core Business Model

Growth Strategy Organizational Models

As you listen to the recos:

- Identify 3 ideas you’re going to take back to

your company- Tweet out at least one

of your ideas

Notes

Jason Hauerjason@thegaragegroup.com

513.368.3073@jasonhauer

Ann Lauerann@thegaragegroup.com

513.659.9433@cinciann

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