SA MARKETING RESEARCH SHIFTS – CLIENT SIDE PRESENTED BY: GRAHAM EASTON, SEPTEMBER 2017

KEY INSIGHT #1 MARKETING RESEARCHER NOW A SUB-ROLE

MARKETING RESEARCHER NOW A SUB-ROLE CX Expert Programme Management Journey Maps Customer Engagement UX Expert UI Testing Measurement Guru Dashboards Digital CX measurement Supplier Models Expert Benchmarking Differentiation Data Scientist

KEY INSIGHT #2 QUALITATIVE – UNDERSTANDING THE WHY

QUANT GIVES US THE OUTCOME BUT QUAL GIVES US THE WHY Observation (Photos, Videos, Usage) Emotional Triggers Rational vs Irrational Unpacking the brain Journey Maps Co-created Design Cross Functional Design (Value Chain Analysis) Exploratory opportunity

KEY INSIGHT #3 BIG DATA NOW A MAJOR SOURCE OF INSIGHTS

BIG DATA NOW A MAJOR SOURCE FOR INSIGHTS Telematics Geo-mapping Artificial intelligence and machine learning (replacing the actuary?) Predictive modelling Voice to text Combining structured and unstructured Social media tracking Purchase history Automation Secondary Research Sources

NEXT STEPS INJECT CLIENT FOCUS INTO YOUR BUSINESS

WAY FORWARD Evolving Marketing Research role likely to continue Different skill sets likely required Intrusion research is becoming more difficult and its validity is being questioned Data growth will continue – are we ready to deal with it? How do we overcome the funding constraints? Self service research now available