Why I Hate Insights by Suzana Pamplona Miranda, Johnson & Johnson - Presented at Insight Innovation...
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Transcript of Why I Hate Insights by Suzana Pamplona Miranda, Johnson & Johnson - Presented at Insight Innovation...
MARKET RESEARCH IN CONNECTIVITY ERA
1By Suzana Pamplona JOHNSON & JOHNSON Consumer - Strategic Insights Director
AGENDA
why I hate insights
knowledge and connectivity
market research in connectivity era
by Thinkmap Visual Thesaurus
by Gettyimages
Who identifies with him?
by Thinkmap Visual Thesaurus
by Thinkmap Visual Thesaurus
“Knowledge is a system of connections.
individual activity anymore.”
Learning is not an inner and
George Siemens
Knowledge is distributed.Knowledge is fluid.
NO LINE
NON LINEARORGANI
C
Chaos is a new realityfor knowledge workers.
Source: IBM Global CMO StudyBase: 1,700 chief marketing officers from 64 countries
Biggest CMO headaches
Source: IBM Global CMO StudyBase: 1,700 chief marketing officers from 64 countries
MR for strategic decisions
WHAT IS, THEN, MARKET RESEARCH INCONNECTIVITY ERA?
CHANGE IS
Source: GRIT Report 2013
OUR SINGLECERTAINT
Y
by Thinkmap Visual Thesaurus
WHAT WE WANT TO BE
WHEN WE GROW UP?
by Thinkmap Visual Thesaurus
Arquivo pessoal
What you wanted to be
when you were a child?
Professors are not knowledge suppliers.They are curators and partners
in its development.
INSPIREGUIDETEACH
CHALLENGE
Curation, by Oxford, means:select, organize and present,
using professional or expert knowledge.
“There are no facts, only interpretations.”
FOR YOU
20
Guide throughmeaning creation
Source: GRIT Report 2013
by Thinkmap Visual Thesaurus
Source: GRIT Report 2013
Source: GRIT Report 2013
24Max Weber, German Sociologist 1864-1920
“To unite the chaos of realityinto understandable concepts.”
What really matters to connectthe dots in a connectivity era?
FROMInsights
Information
Linearity
Conformity
Presentation
Detachment
Descriptive
Factual
“Research shows”
Research suppliers
Knowledge management
TOKnowledge Curation
Meaning creation
Organic
Customization
Story telling
POV
Interpretative
Contextual
“Finally, I understood...”
Knowledgeable consultants
Knowledge nurture
RecontextConnect
inspire imagination
A perspectiveabout reality to