http://www.intel.com/museumofme/en_AU/r/index.htm

Past – Marketing

Source: PHD

Please do our surveys or

attend group discussions

when we want you to and …

if you qualify

3.WHAT THEY ARE CONCERNED ABOUT (PERSONALLY)

• Body Image • Family conflict • Coping with stress

2. WHAT THEY VALUE

• Family • Friendships • Health

Connecting with youth is

complicated but

necessary

1. WHO 1. Gen Y 5.85M 2. Gen Z 3.06M

5. ATTITUDES TO ON-LINE

(RETAILING) BRANDS AND

SHOPPING

6. SOCIAL MEDIA • Very wide

spread • Creating &

sharing their ???

7. HEALTH • Losing sleep to

gadgets • Not enough fruit

& veggies • Not enough

physical activity to have health

4. ONLINE • 85% want to pay

for online content • Downloaded music

without paying (28% as their primary source of music)

• Protective of their online identity

Born 1982 - 2000

Age: 11 – 29

5.85 Million

27%

gen y

Sources: “Understanding Gen Y” Marc McCrindle; The Australian Bureau of Statistics

Born 2001 +

Age: < 11

3.06 Million

14%

*Also termed Generation I (Internet) or Generation M (Multitasking)

gen z

Sources: “Understanding Gen Y” Marc McCrindle; The Australian Bureau of Statistics

Changing role of

research

Ask & Answer (One Way)

Behind the mirror

Research as Translator

Listen and Discuss (Two Way)

Co-creation groups (no mirror)

Research as Mediator

Our future will

(again) rely on…

1 Retaining quality of process and professionals 2 The Level of cost cutting that limits effectiveness 3 The amount of Social media research replacing traditional methods 4 The level of access to respondents via traditional means 5 Our ability to deliver ROI 6 Our ability to combat information overload

7 The corporate appetite for in sourcing 8 Our ability to engaging with respondents in new ways 9 Our ability to embrace cultural and technological; changes 10 Our own braveness in marketing/positioning our profession

Likely

• Less appetite for risk/less $

available

• Gaming in M&S Research to

collide

• More DIY

• More Merger and acquisitions

• More mobile and location based

(GPS)

• More demand for simplicity from

clients

• More insight from non research

activities (CRM, WOM, SMM,

Analytics)

Continuous listening

Fine lines we will have to

tread • Marketing and research

• Research and public consultation

• Customer listening vs. fast tracking service issues (research as a short cut)

• Representativeness

• Stated vs. observed vs. actual data collection

- One way dialogue - Standardised metrics delivered slowly - Continuous projects/budgets - Controlled by Agency or client - Local knowledge - PowerPoint and tables - Role justified - Asking questions

• On call conversations

• Micro launches, insights, iterations

• Doing more or the same with less

• Empowering people to engage

• Global learning

• Multimedia

• ROI

• Actively listening

Where are we going?

3 concepts to outline

what’s possible right now

http://customcf.visioncritical.com/demos/map_report/index.html

What happens to our social arrangements (substitute research) when every photo

can be recognised, geo-located and individuals tracked? What happens to

shops when every price can be compared? What happens to conversations when

it’s all recorded, or any fact is a 5 sec voice search away from being checked? - TOM HUME, MANAGING DIRECTOR OF FUTURE PLATFORMS

THE

FUTURE

...Ask not what your (profession) can do for you, Ask what you can do for your (profession)”

In the slightly altered word of John F Kennedy’s inaugural address