This week I had a few revelations into a theme that has haunted my mind for quite some time, which is precisely the motivation that currently take to continue doing what I do, putting pressure on my colleagues and questioning the Status Quo of Market Research industry is changing so fast it's scary. The trend, increasing in many business sectors and in many marketing departments of "take the bull by the horns" and conduct research with internal resources, thereby displacing the privileged position and sometimes mythical companies specializing in Research .
The first and most important was a conversation I had with undergraduates, where every project large and very risky frankly was knocked to the floor by the response of a panel of advertising experts to question evil "What do you think of the creation of a model (reader, insert your specialty here) to enable micro and small businesses understand and coordinate their own strategies?" . Let's do a quick survey: I invite all who read this question to send me a reply on Twitter @ criestra guessing what it was that responded.
The second was an overwhelmingly charming post written by Kathryn Korostoff , president of Rockstar Research on the benefits and great, great potential for the DIY (Do It Yourself) for their own marketing research and outsourcing services. To summarize a bit the contents of this post (although this does not justify not reading), the DIY is good for us and consulting professionals in all its facets, for three main reasons:
1) gives us an approach that was previously not on the reasons why there are unfilled niches, and what should provide professionals to bring these potential customers to our ranks.
2) We clarifies the language spoken by our client, founded in mortal concerns, not sophisticated terminology we use. (We know why there are customers who offer "what potential buyers are more valuable and where it is," and there are other customers who offer "a segmentation analysis").
3) Customers who have done DIY really have two epiphanies: First, fall in love with the potential of a whole new world of possibilities for success, and second cover in any extent that the phrase implies, it is not so easy.
Fear of the known
So what is the problem that employers and staff members gradually begin to learn the mysteries of our business? Why panellists resolve the case of a new model of self-application? Why so afraid of change? Because it forces us to reinvent ourselves first, and reinvention is a paradigm change that is difficult to adopt.
heard some years ago in a paper's comments about the research that brand managers a world class beer, "We are tired of receiving the same proposal from different mouths. It's boring! How to switch if the new offer the same thing over and over again, with tools view thousands of times and the same results, which do not bring something new, not put me steps ahead but the two others. "
And he added an additional question: Why wait for someone to be good enough to publish a book, and a University or Academic Group will serve to arbitrate but not before passing years of scholarly discussion, so that a completely innovative and able to change course, imperfect and as alive as the people which is fed, test their effectiveness?
course is scary! It is not easy to accept that what you as a professional way and sets you apart from others is completely replicable.
In another post, I write time on the new market demands, the new stars of the research devoted to relieving the current ways of obtaining and generate knowledge and fashion that has been in business marketing "boutique." But this is not my topic today. Now briefly summarize what the role of the researcher, the consultant, in the times ahead, and the realities we must understand.
What to do with the reality
Today, both the research industry as in many other areas of consulting, one must understand a number of realities that are scary:
· The information flow will not change. Web 2.0 has four pillars: its Global, Social, omnipresent and cheap. If something is to know about how we do our job, just need to search. And if it is not only need to ask and someone will respond and share. And if not this country is another. And most likely no cost.
In such cases, the practitioner must be prepared to be generating that information is shared. Being at the forefront of new ideas, propose and improve them, is the work that makes the difference of a follower to a leader. Get ready to reproduce your ideas and be happy with it, for surely they are good ideas.
· What we are now planning to develop, someone did. only just a timeout in our daily activities to get us to surf the web and review all applications, models, developments and commercial proposals for Market Research that currently exist, and taking advantage of new information technologies and digital media . Ideas fly, and there is always someone who is already marketing something we believe is an original idea.
in these cases is not worth crossing your arms and not to implement these ideas. Go ahead and develop your idea, improve it and offer it to those who believe in your work. There is nothing wrong with what already exists return. Only then will grow and market knowledge is enriched.
· People are going to discover. Today there are tools that promote the issuance and dissemination of views in ways that were not planned, and eventually people more candid opinions issued by these tools. And there will be even more, so take them as representative of the general opinion. Plasma people without asking their opinion, and will require ingenious (and currently there are tools for it) for information that is not from the dialogue of an interviewer.
The practitioner should be ready to adopt and propose tools for this flow of opinion. We should be thinking about how to take advantage of the voices, by whom and how it does now. And above all we should be thinking and new media, and monitoring what will come. In the future, we will provide tools and analysis, not methods.
· The customer is going to propose. I do not know how many accounts design brochures, corporate image and logo will be lost to date due to the entry of Power Point, coupled with a low proposal from the agency. Nor do I know how many accounts of research will continue to lose because of the platforms of web surveys of low-cost, Google Analytics and the overwhelming amount of research reports coming out like bread in the morning. The truth is that, as the information and methods are brought to light by those who are interested to see them, we can expect a slow but steady customers who intend to research, more than required.
The role that we take will be the provider of knowledge, innovation and precursors, in a sense, an alchemist. Our ability to develop ways of getting information, creative combinations to analyze the information, approaches ever more incisive and lifting platforms, which will keep us on the path of success and reputation.
Thus, the role of the new professional research is that of a coach . Research firms worth not by the speed of its operation, but the sophistication and versatility of its tools and its people. The client will become the student anxious to know what, and the researcher will provide the how. We will stop deliver reports to make way for the schemes. The obvious question "how do I use this information?" Will most often.
research as an industry will be worth the talent of the people who analyze and guide the decision, the cooperation of the people issuing the opinion, and efficient prosecution technology.
If the customer already has a team to do surveys, offers training to your computer. If the client invested in telemarketing system, teach them to take advantage and take on the road. If the customer understands how information flows of your brand on Twitter, invents a way to refine the program and information on something auditable. If the customer understands the usefulness of Google Analytics for your website, drawing up a framework of analysis that will value and take the hand processing. If the client is aware that its proposal speaks of blogs, believe a system of mining and asesóralo. If the client has saturated their suggestion box, arm them their databases and give a connection with their financial data.
And if the client does not know anything about this, platícale everything adelántalo looming success, with you.
Bonito Friday!
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