Surviving in 2010: Research’s Change of Focus

Matthew ShephardCooper McCabe

RECESSION CAUSING SHIFTS:

• Demand for Research has Changed

• Real Time Feedback

• Must Evolve Old Techniques in Order to Adapt to New Market.

PROVING YOUR WORTH

• Adapting to New Realitieso Consumers are changing their decision

making and purchasing strategies o Speed and Nimblenesso Focusing Budget o Real Time Decisionso “Research execs unanimously reported

in a Burke survey to clients, that companies are making more tactical decisions without research.”

-Jamie Baker-Prewitt, senior vice president and director of decision sciences at Burke Inc.

EVOLUTION OF RESEARCH TECHNIQUES• Go with your Gut!

o “It is more about knowing that you are never going to have 100% of the information ... and that you’re not going to mitigate all the risk. The real compe- tency is about taking action and making real- time changes as you experience it,”

–Ravi Parmeswar managing director of global consumer and market- place insights at Citi

• New World Order (RSCG)o Stay Currento Target Market is always evolving

PROJECTIVE TECHNIQUES & ONLINE RESEARCH• Becoming More Acceptable• Projective Qualitative Research Includes:

o Open Ended Indirect Questioningo Word Associationo Scenario Planning

• Online Research Emergingo Development of Monitoring for Web Chattero Real Time Insightso “Online overall is, I think, getting a real workout right now. ... There’s the whole

need to do things faster and cheaper. Researchers can’t necessarily go out or have the time or budget. Our focus has gone to funding research based on the Inter- net because it is cost- and time-effective.” – Rose Cameron

QUESTIONS?