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

2. KEY INSIGHT #1
MARKETING RESEARCHER NOW A SUB-ROLE

3. 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

4. KEY INSIGHT #2
QUALITATIVE – UNDERSTANDING THE WHY

5. 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

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

7. 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

8. NEXT STEPS
INJECT CLIENT FOCUS INTO YOUR BUSINESS

9. 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