Category Archives: Marketing Research

Discover Insights Through this Simple Formula to Drive Results

Let me tell you upfront, Insight is not a Hidden Truth. It is not.

Insight is what is pushing people to hide the truth, run away from the truth or simply try to change the truth. It is the conflict between reality and dream.

So look beyond cross tabs, try to see the correlations between the truth, its result and its desirability. If your consumer could tell you everything, then clients don’t need you, clients need you to tell them what consumer cant.

I will not quote some generic examples, let me give you some insights about myself

  1. I want to enjoy big pack of lays chips & a large can of Coke without getting fat
  2. I want you to share this post with the world but I don’t want to sound desperate
  3. I want to travel around the world and still manage to keep my day job

You knew it already, didnt you. Or nope you couldn’t see my point. If not, then let me give you an insight about you

  • You want to discover the secret of success, but you don’t want your Boss to know it

Do you know why people doesn’t pay attention to marketing studies because Truth is boring; and mostly we all know what the truth is. News channel have mastered this art of telling the truth that can drive masses. Because they don’t discover truth alone, they discover why people are playing games with the truth.

Learn from them, this is what their formula is, my friend

Insight = [Truth + (Outcome of the truth x Desirability of the outcome)]

Insight Formula

How to Discover Insight through a Formula

Have you heard insights like guilt free food, A Monk who sold his Ferrari, One Minute Manager all of these are benefiting from the eternal truth and the negative desirability of their outcomes. (I want to be rich enough to have Ferrari with a peace of mind of a Monk)

I can’t share any data set here with you, I still want to have my day job :). But I am sharing the post about new consumer truth and I am adding the insights in blue for illustration.

New Consumer Truths & Insights

New Consumer Truths & Insights

Best of luck in your insight quests, in case you feel you are stuck somewhere in your search. You can always contact me, I will try to help. If you are targeting Muslim Market, I have done some work on it which might be of use to you.

By the way, some time ago I also wrote something about marketing research presentation formulas that can work for consumer insight manager, business intelligence executives, and marketing research personnel.

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How to Create Dramatic Marketing Research Presentations

How to Create Dramatic Marketing Research Presentations

Life is about Drama! Didn’t you notice that, yet?

Everyone, from housewife to your client is craving for the ancient human desperation for meaningful story, unadorned truth, and compelling drama, something that can make them shine. And I am sure you noticed it, right? All studies suggest everyone is seeking appreciation through some value additive that only they could manage.

We are in the business of information. Did you notice that Information is simultaneously too much and not enough? You think I am making this up, right? read more about infobesity and here is some more, and even an infographic (happy)

But let me tell you that Information alone can’t reach the hearts and minds of those who can use your research findings. And hence, they have hired you. Not to show the numbers, but to bring meaning & certainty in what they already know.

How? Numbers are numbers

Clients want to see numbers and that’s why they have hired us. Well, that assumption is not true

Bad Marketing research Presentation

Bad Marketing research Presentation – Dilbert

You can do better than that!

Imagine 50,000 people were waiting. Untold thousands would watch online in the hours and days ahead.

He walked onto the dark stage in faded jeans and running shoes. In his right hand was a simple clicker that moved the images behind him as he spoke.

For two hours, the audience laughed, roared and gasped as the unassuming every day man showed them exactly what they wanted. And then gave it to them, in spades.

Steve Jobs knew it was not about the phone, and it never will be. Tim doesn’t know that.

What Did I learn in Advertising

JWT taught me, that an account planner is a magician. Simon Silvestor (from Team YR) made me believe in our power as insight discoverers (here is one of his great articles)….he mastered the art of bringing life to numb numbers.

Please keep this in mind that You are not a number crunching nerd; you my friend are a charmer.

Stop shying away from it. Start to embrace it; every presentation is like your moment to shine bright like a diamond. The sooner you realize your potential the better.

3 untold principles of awesome presentations

 Cover. Discover. Uncover.

Cover your usual technical stuff here. People expect the usual, give it to them.  But for no more than 5 mins and 2 slides

Discover.  Start with your conclusions, not all conclusions. But conclusions that surprised you. You did discover something awesome during the project, right? Talk about it, with passion

Uncover The Impact of your recommendations, sell it to them. Weave your story; let them feel the pain of the problem and the relief of your solution.  If the problem told is unclear, solution proposed will be a failure. So it all boils down to how you have crafted your story.

And do it with Finesse, at that moment no one knows the truth more than you.

The prerequisites

But before you become a charmer, here is your homework

1.)    During Research brief, understand the confidence of client in decisions that this research will help them to take. (here is an infographic, showing why research fails)

2.)    Understand clients’ fears related to that decision. This fear is the preamble of your solution

3.)    Start your ‘while settling the projector’ moments with those fears to re-instate them in the subconscious.

4.)    Lead the discussion, but don’t decide. Let the client anticipate the slide before it comes. That’s the Art.

Rise and Shine

If you have done the needful and proper homework – The moment lights are out in the meeting room, you will Rise and Shine.

Have a bright sunny day.

By the way, you can always share your thoughts with me.  and if you really want to make my day then don’t forget to subscribe to my blog.

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Marketing Research Sector – From Insight to Foresight?

Another morning that made me thinks in which direction is my career heading? Am I going to be the new hype – the Nate Silver of Middle East? Or am I going to drown in the data piles around me? Marketing research sector at large, haven’t introduced a game-changing idea for quite some time now and as the information age is coming of age the need of conventional researchers is reducing. So what should we do….? Lead or follow? change careers?

And guess what! Miss Monneypenny from ‘Sky fall’ was able to answer my question – She says “An old Dog should learn new tricks”

Here is a presentation, that you might find useful

Jokes apart, I recently attended a training course on Business Planning, and I have learnt one key thing. All markets mature and all products age, you must stay ahead of maturity and keep on innovating. Innovate anything like process, customer expectation, resource utilization, market differentiation. But you must innovate if you want to survive.

So what should I innovate in my projects, what should Marketing Research Sector at large innovate?

In my opinion, we should innovate our human capital. Instead of producing a whole squad of insight discoverers we should aim at producing decision facilitators.

Market Researchers who can give input on processes, business scorecards, performance monitoring and managing systems, marketing strategies, sales plans and forecasts.

To enable us increase and improve the pricing model of research sector. To help us sustain the competition from social media monitoring industry and consultancy firms.

The slide deck reflects my thinking, and following is what I think is a summary of my vision for MR sector. have a look and let me knowwhat do you think

Data to Decision Value Chain

P.S. And while you are thinking about it, listen to this song – it helps to focus. (or okay lets’ admit it I liked the movie a lot)

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Dirty, Sexy Business Intelligence vs. Sober marketing research

Bi Sounds so cool and hot these days, while marketing research has started to sound redundant. Though they both basically achieve the same objective – ‘drive informed decisions’

I have this observation about MR (marketing research) fraternity. Today, when everyone is talking about Big Data – ESOMAR is quiet.

When everyone is opening their wallets to data scientists and business intelligence analysts, we chose to ignore them.

I wonder why that is. Are you guys allergic to money?

Now, let me share my opinion as to how marketing research can benefit from the ‘big data’ trends and what business intelligence can learn from Marketing Research. After all, Marketing Research is one of the oldest, most documented professions in the space of data management and analysis.

Marketing research is one of the oldest, most documented professions in the space of data management and analysis. And BI or Big data cant be successful without learning from it.

The common terms between BI & MR

 Meta Data Management

A hot word, but if you have operated in marketing research you know about the profiling of the data sets at variable levels. Example: This is the opinion of a 30 year old, man, SEC A, living in xyz. They both are the same thing.

 ETL (Export, Transform, Load)

Yet another cool term being used in the field of BI quite often, a similar concept exists in marketing research and it is called data cleaning. The phase, where punched data is processed and sorted out in a ready to analyze format. That is equivalent to ETL in BI.

 Traceability/Lineage

It is a regular crosstab, where you can manage to go back all the way to raw data to the level where you actually reached to an respondent level variables

Dimensional Data

At the stage of proposal we do sampling and we decide all the profiling variables across which the data will be cross tabbed and the depth of each cross tab. That is equivalent to Dimensional Data in Business Intelligence

Data Governance

Now that is mostly about Data QC management and records management defined by ESOMAR’s guidelines

These are the thoughts at the top of my head, many more to come. And as I learn more about BI, I will update my Marketing research friends on how much potential marketing research has in today’s world of data and analysis.

Till then have fun, by the way don’t forget to check out these articles about the job descriptions of the savvy business intelligence analyst and our marketing researchers. And if you are implementing something cool, please share your experiences with me/us, I am on a roller coaster ride since i started working on the BI tools.

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Turn Data into Decisions through this Simple Decision Making Grid

Who wants to drive corporate decision making through his data? I do. I want to drive organizations decisions in the light of insights.

In my career I have seen ‘numbers’ predicting future like Mad. And I have seen brand managers ignoring numbers like Maaaaaaaad too :)

So now that I am a client myself and have dealt with a lot of agencies, here is a simple Grid that I follow to drive key decisions internally.  Continue reading

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Ode to Researchers

An Ode to Researchers

We have the numbers

The heart & the art

To predict, depict and drive

Profits and Innovation

Strategy and revolutions

 

We measure what is said and what goes unsaid

We lit darkness with clarity

And study to fuel curiosity

Later we accumulate curiosity to drive humanity

We realize, rationalize and visualize

 

We drill down to reach to the core, and still crave more

We study every number, figure and symbol

To conquer the fears that are unknown

We hunt for that golden lead –to be our guiding light

 

So how do you measure the worth of an information hunter?

Through your gains or our insights

Or through the passion we bring for you to thrive

We deserve more than that

For keeping you at the bleeding edge

For building your foresight

For good things to last, pay us right

As only few good men can tame the wild data

And even fewer can turn that into juicy returns

So if you get your hands on one, hold on tight

As we steer you from darkness to light

About the Author: Ayesha Saeed Haq is an insight-a-holic you can contact her through Customer Trend Log or follow her at twitter @AyeshaSaeedHaq  

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Information About Global Income Inequality

Ramadan is coming, let’s do something that will make some difference. Here is a great piece of information – strategically gathered and artistically presented.

Following are some insights for marketers in this video

1.)    Think about purpose driven marketing.

2.)    If we can’t do much about purpose driven marketing, we can still work on information and awareness creation about global causes

3.)    Considering sponsoring such initiatives, this Ramadan.

Want to join the cause, visit http://www.therules.org/

Ciao – Ayesha

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Business Intelligence Manager vs Consumer Insight Manager – What is the difference

Business Intelligence Analyst

Hello again, I was working on a dashboard just a while ago and it incurred to me how much my job description has actually evolved. I used to be a researcher who provided analysis and recommendations and here I am working on a system that gathers and categorizes data and then syncs them in pre-programmed dashboards.  What a shift.

I started to look for industry trends in terms of job descriptions and salary range “business intelligence manager”. This emerging position not only will be able to charge more than conventional researchers they will also in a very short term will be the best bet for CIO position.   As they practically own the entire data to decision value chain

Here is a skill set comparison, so consumer insight managers and research managers start polishing your decision facilitation skills. Understand the decision/recommendation implication process because regardless of background that one skill alone will define career progression.

Hope you will find the comparison below useful:-

Consumer Insight Manager Research Manager Business Intelligence Manager
Qualification Understanding of research Understanding of research Data Management (IT and Statistics)
Deliverable Strategic Input (Consultancy) Research Study (Tool) Dashboards
Activities & Tasks Commission researches Manage clients Manage Data Streams
Analyze data & its impact on strategic initiative /product /brand / marketing Manage projects Software Development (both in house and outsourced)
Some Examples A consumer insight manager’s output would be A research manager’s output would be A typical BI Manager output would be
JWT intelligence Brand z Presentation on BI Scope
Dictionary of change Television audience measurement SAS: Dashboards Examples
Experience Should Understand strategic planning Should understand the tools & techniques Should Understand Data Capturing, storing, cleaning and analyzing
Should understand basics of project management Should understand basics of project management Should be able to drive programming to facilitate decision making
Should understand MR Should understand MR Should Understand Statistical Modelling
Should be capable of combining research & gut Should be capable of translating research briefs in to profitable research projects Should be able to combine complicated analytics with good presentation skills

Currently working on BI tool to implement the data to decision value chain concept. Will share the learnings soon. Incase anyone has any good insights/case studies feel free to drop me an email.

Exciting times ahead, enjoy bringing life to numbers.

Regards,

Ayesha Saeed

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Abu Dhabi Statistics conference 2013

I was thrilled to attend Abu Dhabi statistics conference 2013; a 2 day conference that revolved around data, data mining and collaborative efforts to manage and merge the data sets. My excitement has following reasons.

  1. To see that statistics is becoming more mainstream – the participation of members throughout the Gulf, far east Asia and Abu Dhabi government was a pleasant surprise
  2. Statisticians have finally decided to enter mainstream business. The approach of every presenter revolved around how information can assist ROIs.
  3. Data mining is being discussed at government level and intra-government level.
  4. My favorite session was importance of merging Admin data – not only because it was presented well, but because there was a direct relevance between how information impacted revenues, consumer and stakeholder satisfaction

 What is in it for us, the researchers?

  1. If you are working in Abu Dhabi, be prepared for a more visible SCAD.
  2. Have you ever considered, developing models of customer database? To explain more, have you ever developed a model whereby most of consumer information is not gathered through surveys but through cooperation and sharing of data within organizations, public sector and private sector? If not, start developing one now.
  3. Engage in discussions and conference that talks about open information networks. Lets’ collaborate – recommend names and institutes to operators like  IIR, Ted x dubai etc

Have a great day. Enjoy interpreting numbers till we meet again

Ayesha

P.S. I am a marketing researcher – and i earn my bread from business insights, KPIs, KRIs, ROIs, and all different types of whys. I juggle with numbers all the time. Sometimes I present them, sometime interpret them, sometime receive them. If you have any ideas, about upcoming seminars or some good blog about marketing research presentation and processes please let me know about them

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Consumer Insight: Muslim Tourism Market

Why Muslim Tourism is important?

  • Muslim tourists globally represent a major niche market worth $126.1 billion in 2011 growing at a higher 4.8% through 2020, compared to global average of 3.8% (Source: http://advisory.dinarstandard.com/travelstudy/)
  • Comparatively this Muslim tourism market as a whole is larger than the largest spending tourist market in the world – Germany – and almost twice that of China’s in 2011
  • MENA markets represent 60% of total global Muslim tourist outbound expenditure in 2011
Muslim Tourism

Muslim Tourism

Continue reading

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