The challenge was to put this post at 9:00 EST, without notice or review of any other opinion on the web, in order to make a contrast of ideas and promote the discussion. And so I did, but in a very short version and rough due to lack of time. Here goes errata, with 10 ideas reviewed and extended. worth mentioning that, faithful to the characteristics of the initiative, I stand by my original ideas even when there are many others that I have read of other professionals who show a spectacular view of things.
In total, about 35 professionals in market research worldwide. You can see and compare the ideas in the post Tom The NGMR Top-5 Top-5 HOT vs. NOT: Predictions From The Who's Who of Future Research Van
my Tops:
HOTS 1. The technological tools and software compatible with commercial devices Research best practice approach to smaller levels . Originally, the technological developments of research (design and survey programs of surveys, web system, apps for mobile devices, wireless processing servers, remote transmission session, statistical and reporting programs, etc.) were very expensive and specialized for use of highly technical.
Currently, we are seeing a boost to the practice of research in a more professional individual through technological developments more affordable and versatile for the user, in schemes costs (lower) to the specific needs of the employer. This phenomenon strongly tend to promote a culture for quality research, and end the paradigm of research is seen as expensive and complicated to perform and understand.
2. Segregation of industry research at specialized levels, in a model Boutique. research firms increasingly become advisers on the management and use of information on specific targets rather than sources of data collection and processing.
Following the real estate crisis of 2008, where most small and large companies were hit hard and evidenced in the imminent need for competitiveness and financial performance, one of the strongest demands at the beginning of the triennium was evidence of ROI that provides market research. To achieve this it is necessary to rethink the scope solid research, and manage smarter studies avoiding "junk data."
This will result in the specialization of the advisory market, suppliers will be integral to niche providers. In this way, people will have highly specialized in small and limited, promoting individual actions and maximize the real return of the investigation. They already exist and promote this model, the boutique business. In the future will extend these companies, serving customers more efficiently and delegating other areas of specialist advice to other companies.
3. How to contact respondents change their traditional model "push" model a "pull" . We know that today people in general do not like answering both surveys, unless you have a great individual and tangible benefit, and we know that participation promotes the creation of higher quality products designed in their needs is not just something to consider "individual" or "tangible".
course interaction with respondents occurs in a model push , where the researcher pushes the target market study, invited the respondents, gives them incentives, become sharers in new developments and seek more innovative and fun platform to user. This leads to the long effects of bias in terms of non-response rates and the professionalization of respondents, which will become unsustainable.
The contact form will change eventually to a model "pull" , using field models and programs that pull on market information for the study. Are currently generating models and applications passively involved in the natural interactions of people, as historical data mining, clustering of text data as in print media, the administration of the opinions in SNS, video recordings outlets and many others. Obviously, the definition of "privacy" will give a significant shift, having to adapt to the new culture of openness and dissemination of knowledge.
4. Innovation will study models, migrating to Research Methods Methods of Intelligence. Since the vast majority of analytical methods are quite mathematical and anthropological present disclosure and knowledge is no longer exclusive, the competitive gap will mark the way you use and combine all these methods and tools into real business intelligence schemes. This will allow - and look - to make research a tangible tool, away from the theory and technical aspects, and close to the competitiveness and the effect desired ROI. Research will become more actionable, migrating Methods Research Methods in Intelligence.
5. Market Research socialization will curve similar to advertising. In Marketing, today everyone is publicist and creative. Tomorrow, everyone will be investigated. Not much to detail in this regard. But do not worry researchers who are already, because he always has a special appeal "being Geek Geek before it was Chic" NOTs
1. "Our competitive advantage is the quality of our information 'sentence will be for sale. information providers begin to compete mainly by quality of analysis, technology, price and time, leaving the issue of quality in the background field to be recognized as a toilet (call an attribute that is required by definition to even enter the channel), as the technological tools and knowledge will spread a constant quality. And since not all companies will be - in fact, very few are - in a position to meet a quality level suitable to the market, it is possible to display quickly filter low-quality companies, relegated to the field work smaller deposits made into the budget. The other quality that meet, will be competing in a very atypical pattern: Davids competing Goliaths - with the same level of quality - the areas of specialization, they to be large and institutions are unable to respond quickly and personality.
2. DIY will effect many businesses and entrepreneurs decide to learn the research rather than hire. This is a fact so obvious and so expected, that there are quite divided on whether this is good or bad. Those who see this phenomenon as something that will encourage industry and promote its growth domestic research say (Do It Yourself ) sensitize employers on the importance of research done with quality and technical difficulties, operational, methodological and analytical generation of information, which in turn will companies to return to their suppliers with new perspectives and sensitized in the work. Also, say it is an excellent opportunity to develop research companies the power to become intelligence advisers beyond Research companies. Critics consider this phenomenon as a degradation of our industry - at levels similar to what happens in advertising with the "printers / agencies" - by encouraging the entry of low quality to compete with similar customers.
In either scenario, the reconfiguration of the services provided by research companies is required to effect address the trend of DIY. The premise is ahead of the paradigm shift. It's that or die in the process.
3. Quantitative and Qualitative methods are prostitutes as individuals. It will be necessary to redefine the scope of their models. research models that rely exclusively on quantitative or qualitative methods are distorted and impoverished quickly overwhelming, as there is little clarity about the scope and limitations of all models. Figures are sought market following qualitative studies, in-depth information on behavior through quantitative models, ultra-segmented information through some significant sample size, etc.. All them outputs for which no single model is ready to provide.
These customer requirements are proof that the real needs of industry are not covered by a single research model, and since few companies are able to attend but expensive solid union, local research firms should learn to be able to guide clients in the best decision we could take. Linked to Hot # 4 , innovation in the implementation of customer decisions will be in the models, which necessarily will tend to reconcile seemingly opposing methods.
4. Not be feasible nor useful to know all at once. studies will be short, specific and frequent. This is provided as a secondary effect - and deeply desired - a combination of all of the above, highlighting the emergence of powerful tools, extension and market knowledge socialization, a lower cost for equivalent quality, shorter work project, and the redefinition of the strategic offering in Research.
5. The research findings will no longer market. Given shares. markets today are very well researched and there is so much information that is not used, to be to reinvent the way people learn and how to drive. Currently, and following the urgent needs of capitalization and monetization of the information, conclusions and final product of research are ceasing to be sufficient as we do not know how to put them to work for the company (and is said that's the main reason why DIY is no substitute for outsourced research). Many terms of reference in research, as insights , "codes", "semantic" must be rethought and will become popular.
providers will seek information take their work beyond the collection of finds, beyond the statement of conclusions and recommendations. It is expected that research firms have sufficient capacity, and the opening of the customers, to become responsible participants in the use of information on specific market strategies.
my Tops:
HOTS 1. The technological tools and software compatible with commercial devices Research best practice approach to smaller levels . Originally, the technological developments of research (design and survey programs of surveys, web system, apps for mobile devices, wireless processing servers, remote transmission session, statistical and reporting programs, etc.) were very expensive and specialized for use of highly technical.
Currently, we are seeing a boost to the practice of research in a more professional individual through technological developments more affordable and versatile for the user, in schemes costs (lower) to the specific needs of the employer. This phenomenon strongly tend to promote a culture for quality research, and end the paradigm of research is seen as expensive and complicated to perform and understand.
2. Segregation of industry research at specialized levels, in a model Boutique. research firms increasingly become advisers on the management and use of information on specific targets rather than sources of data collection and processing.
Following the real estate crisis of 2008, where most small and large companies were hit hard and evidenced in the imminent need for competitiveness and financial performance, one of the strongest demands at the beginning of the triennium was evidence of ROI that provides market research. To achieve this it is necessary to rethink the scope solid research, and manage smarter studies avoiding "junk data."
This will result in the specialization of the advisory market, suppliers will be integral to niche providers. In this way, people will have highly specialized in small and limited, promoting individual actions and maximize the real return of the investigation. They already exist and promote this model, the boutique business. In the future will extend these companies, serving customers more efficiently and delegating other areas of specialist advice to other companies.
3. How to contact respondents change their traditional model "push" model a "pull" . We know that today people in general do not like answering both surveys, unless you have a great individual and tangible benefit, and we know that participation promotes the creation of higher quality products designed in their needs is not just something to consider "individual" or "tangible".
course interaction with respondents occurs in a model push , where the researcher pushes the target market study, invited the respondents, gives them incentives, become sharers in new developments and seek more innovative and fun platform to user. This leads to the long effects of bias in terms of non-response rates and the professionalization of respondents, which will become unsustainable.
The contact form will change eventually to a model "pull" , using field models and programs that pull on market information for the study. Are currently generating models and applications passively involved in the natural interactions of people, as historical data mining, clustering of text data as in print media, the administration of the opinions in SNS, video recordings outlets and many others. Obviously, the definition of "privacy" will give a significant shift, having to adapt to the new culture of openness and dissemination of knowledge.
4. Innovation will study models, migrating to Research Methods Methods of Intelligence. Since the vast majority of analytical methods are quite mathematical and anthropological present disclosure and knowledge is no longer exclusive, the competitive gap will mark the way you use and combine all these methods and tools into real business intelligence schemes. This will allow - and look - to make research a tangible tool, away from the theory and technical aspects, and close to the competitiveness and the effect desired ROI. Research will become more actionable, migrating Methods Research Methods in Intelligence.
5. Market Research socialization will curve similar to advertising. In Marketing, today everyone is publicist and creative. Tomorrow, everyone will be investigated. Not much to detail in this regard. But do not worry researchers who are already, because he always has a special appeal "being Geek Geek before it was Chic" NOTs
1. "Our competitive advantage is the quality of our information 'sentence will be for sale. information providers begin to compete mainly by quality of analysis, technology, price and time, leaving the issue of quality in the background field to be recognized as a toilet (call an attribute that is required by definition to even enter the channel), as the technological tools and knowledge will spread a constant quality. And since not all companies will be - in fact, very few are - in a position to meet a quality level suitable to the market, it is possible to display quickly filter low-quality companies, relegated to the field work smaller deposits made into the budget. The other quality that meet, will be competing in a very atypical pattern: Davids competing Goliaths - with the same level of quality - the areas of specialization, they to be large and institutions are unable to respond quickly and personality.
2. DIY will effect many businesses and entrepreneurs decide to learn the research rather than hire. This is a fact so obvious and so expected, that there are quite divided on whether this is good or bad. Those who see this phenomenon as something that will encourage industry and promote its growth domestic research say (Do It Yourself ) sensitize employers on the importance of research done with quality and technical difficulties, operational, methodological and analytical generation of information, which in turn will companies to return to their suppliers with new perspectives and sensitized in the work. Also, say it is an excellent opportunity to develop research companies the power to become intelligence advisers beyond Research companies. Critics consider this phenomenon as a degradation of our industry - at levels similar to what happens in advertising with the "printers / agencies" - by encouraging the entry of low quality to compete with similar customers.
In either scenario, the reconfiguration of the services provided by research companies is required to effect address the trend of DIY. The premise is ahead of the paradigm shift. It's that or die in the process.
3. Quantitative and Qualitative methods are prostitutes as individuals. It will be necessary to redefine the scope of their models. research models that rely exclusively on quantitative or qualitative methods are distorted and impoverished quickly overwhelming, as there is little clarity about the scope and limitations of all models. Figures are sought market following qualitative studies, in-depth information on behavior through quantitative models, ultra-segmented information through some significant sample size, etc.. All them outputs for which no single model is ready to provide.
These customer requirements are proof that the real needs of industry are not covered by a single research model, and since few companies are able to attend but expensive solid union, local research firms should learn to be able to guide clients in the best decision we could take. Linked to Hot # 4 , innovation in the implementation of customer decisions will be in the models, which necessarily will tend to reconcile seemingly opposing methods.
4. Not be feasible nor useful to know all at once. studies will be short, specific and frequent. This is provided as a secondary effect - and deeply desired - a combination of all of the above, highlighting the emergence of powerful tools, extension and market knowledge socialization, a lower cost for equivalent quality, shorter work project, and the redefinition of the strategic offering in Research.
5. The research findings will no longer market. Given shares. markets today are very well researched and there is so much information that is not used, to be to reinvent the way people learn and how to drive. Currently, and following the urgent needs of capitalization and monetization of the information, conclusions and final product of research are ceasing to be sufficient as we do not know how to put them to work for the company (and is said that's the main reason why DIY is no substitute for outsourced research). Many terms of reference in research, as insights , "codes", "semantic" must be rethought and will become popular.
providers will seek information take their work beyond the collection of finds, beyond the statement of conclusions and recommendations. It is expected that research firms have sufficient capacity, and the opening of the customers, to become responsible participants in the use of information on specific market strategies.
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