T-Harmony for Transfer Stations— Finding Your “Perfect Match”
Webinar “Genuine people, real love: The ‘art’ of finding the right match”
25
2020IISS Dirk Huisman | Chairman SKIM
description
We are facing an ever changing market driven by enormous technological advancements and, as an inevitable response to these developments, the need of quicker decision making to anticipate rapid changes in the market is steadily growing. Time frames decrease from a couple of months to a couple of weeks and while the industry has already found ways to suit itself to the modern decision making process and fit the increasingly short timelines, the ‘art’ of finding the right respondent has become more complex. But is this ideal? This webinar addressed the need to revisit the screening process to accommodate shorter time to insights. The recruitment process is ready for an overhaul. Join Ana and learn how ‘profile recruitment’ is bringing recruitment to this next level. To find out more, visit www.skimgroup.com/webinars.
Transcript of Webinar “Genuine people, real love: The ‘art’ of finding the right match”
2020IISS
Dirk Huisman | Chairman SKIM
2020 INSTANT INSIGHTS
SOLID SOLUTIONS
The reality for customer insights professionals in the year 2020: People ask for insights and expect them
immediately, without detracting from solidity of the solutions. Fascinating to see that this is possible and realistic...
11%
Percentage of customer based decisions by marketers based on data
Instead of basing decisions on data, marketers rely on previous experiences, intuition, one-off customer
interactions, and conversations with managers and colleagues. Why? They struggle with statistics, are distracted
with data, or data-based insights are not available when needed and market research is not in time.
11%
Percentage of customer based decisions by marketers based on data
provide immediate insights
and direct answers
Declining share in growing market
0
10
20
30
40
50
60
traditional CI providers other providers
Customer Insights Industry
Turnover Billion $$
2014 2010
Answers on
higher order
goals
New kids, new
solutions, new
standards
must Embracing change is a
2020
?
Converging trends shaping customer insights 2020:
New 5x5 reality
Bridging rational
and emotional
drivers
Customer insights
specialist as ‘active
beacon’ Need for speed
Intertwined
streams of
information
2020
?
Need for Speed
Brand communication has evolved from broadcasting to interacting. To really interact with customers, the brand
team has to react directly to what customers say. Consequently, to interact and optimize the reaction the brand
team needs answers and customer insights instantly. The changing interaction between the brand and the
customer is a typical driver behind the need for speed. That said, it is not only in communication; we see it also in
product development and in portfolio management and pricing. Product teams and brand teams need answers
almost immediately.
Instant
gratification
Just look at yourself. When you are looking for information or an answer to your question. In most cases, an
answer is max. three mouse clicks away. The internet and search machines provide you instantly with answers; it
is instant gratification. So, why wait weeks or months for answers from market research? Because we are
addicted to instant gratification, our expectations change. The need for speed is partly based on the obvious
benefits of getting insights directly, but it is also based on changing attitudes and expectations.
Message testing: from 6 days to 6 weeks
REPEAT
Eat, sleep, work, repeat. That is not sustainable. That said, it triggered the team to streamline and reengineer
their processes. How do you reduce the turn around time from 6 weeks to 6 days? There are 3 main drivers.
Trust
Optimization
Collaboration
Customer
#1
Be in sync Speed can only be delivered when you are in sync with your client: both sides need to speed up.
2020
?
Reality and Virtual Reality
are Intertwined
Insights are shaped and reshaped based on various streams of information, in both reality and virtual reality.
These streams of information are intertwined and the insight does not reflect a single source. On top of that, over
time insights evolve because the streams of information keep on flowing. We see that experiments, at least in
other industries, are conducted during real transactions and interactions. These tests are conducted in real life; for
instance, when someone is shopping online, she is rerouted to a test site which is an adapted version of the real
site. The difference between reality and virtual reality is fading and the insight generation process is positioned
close to the primary business process.
2020
?
The 5 x 5 reality
The time a consumer is willing to interact spontaneously will not be longer than 5 minutes and we will interact via a
5 inch screen. The perk is that when interacting you get real time and location/context specific information. In
2020, marketing models will be filled with a string of rich information snippets requiring advanced methodologies.
Traditional long interviews will have to be cut in pieces and will be spread in time. It will still be one assignment,
but executed in different steps, building upon what we learn.
2020
?
Bridging the rational
and emotional truth
Decisions and choices are a consequence of rational and non-rational drivers of behavior. ‘Non rational’ is a mix of
emotional, contextual and undefined drivers and triggers which often do not yet fit our rational models. New
observation techniques enable us to bridge the rational, emotional and contextual drivers of behavior, allowing us
to better understand decisions and choices people make.
Active beacon
At the client side, already the insights specialist is being repositioned and is becoming part of the brand team. She
will be a networker, operating from within the brand team or product team. To succeed in the new role, activities
related to the traditional insight generation processes will be deprioritized and will be outsourced to the insight
providers. To be at par with the new type of client, the client solution managers at the provider’s side and the
services provided need to be adapted as well to meet the expectations.
2020 SOLID
SOLUTIONS
- Shorter; faster; in context; on demand;
emotional truth
- Truly understand the need and the dynamics in
the brand / product team, reengineer process
- A changing role requires a broader skill set
INSTANT
INSIGHTS
2020 INSTANT INSIGHTS
SOLID SOLUTIONS
Get the ball rolling by contacting us today:
Dirk Huisman | Chairman SKIM
[email protected] | +31 10 282 3561
