To read the Japanese version of this post (from Mr Ryota Sano) click here. Posted by Ray Poynter, 6 April 2018 Last week I was asked about the difference between customer focused and customer centric. For many people, these two terms are almost interchangeable, but if you dig into the literature and advice there are some subtle but important differences. This post looks at the differences between customer focused and customer centricity – and identifies where customer centricity is taking centre stage. The trend in customer centricity, compared with customer focused, is illustrated by the data from Google Trends shown below. The key change to keep in mind is that markets have moved from product centricity to customer centricity. Companies used to focus on design, on manufacturing, and logistics. In the days when products and services could achieve a clear product/service difference that was clear, sustainable, and beneficial – a product-centric approach made sense. Today, we have informed consumers, competitive markets, and few tangible product/service benefits – which has resulted in the focus shifting to customers. So, what is the difference in customer centricity and customer focused, and why might you favour customer centricity? Here are my five key differences. 1 […]
Posted by Ray Poynter, 3 April 2018 A recent Pew Report (Mobile Fact Sheet – 5 February, 2018) shared some great data on the devices the US population are using. The topline numbers show that by early 2018, 95% of the US population had a mobile phone, with nearly 80% of the population having a smartphone. The chart below was created by using data from two sections of the report and combining them (if you click on it you will see a larger version). Several key trends are clear and important. Mobile phones are ubiquitous – nearly everybody has one. Smartphones are really common, but over one-fifth of the population does NOT have one. The ownership and use of desktop/laptop computers has plateaued at about 70-75%. Tablets are still growing, and may overtake desktop/laptop computers soon. E-readers seem to be stuck at 20% of the population – and perhaps that will fall when the ones currently in use break? Digging into the data The report from Pew has some great nuggets relating to differences by groups. For example, smartphone ownership amongst the over 65 year olds is less than 50% (46%). Ownership of smartphones is over 90% for the under […]
To read the Japanese version of this post (from Mr Ryota Sano) click here. Post by Ray Poynter, 28 March 2018 Ben Blatt’s book, Nabokov’s Favourite Word Is Mauve is a good read, and a read I would recommend to any market researcher who wanted to widen his or her horizons in ways that challenged their ‘within-the-box thinking’. The book is, on the face of it, a quantitative review of different characteristics of literature. But do not panic, Blatt’s work does not reduce great literature to a set of soulless and unfeeling numbers. The success of the book is that it makes the reader think about authors like Hemingway and Austen, Rowling and Joyce in new and interesting ways. The book explores several characteristics of writing to provide additional perspectives on things we already know. For example, Blatt devotes his first chapter to exploring whether the advice to use adverbs sparingly is supported by success or otherwise of authors and books. In his analysis, he quickly homes in on ‘ly’ adverbs, such as ‘suddenly’ and ‘quickly’. He starts his analysis by looking at a list of successful authors and contrasting their use of adverbs, for example Ernest Hemmingway and Mark Twain […]
Post by Ray Poynter, 12 March 2018 For anybody interested in the current hype around Bitcoin, blockchain and smart contracts, I would recommend reading David Gerard’s book ‘Attack of the 50 Foot Blockchain’ (many thanks to Richard Young for recommending the book to me). The book is a thorough deconstruction of the history, mythology, and outrageous over-claims of this popular new technology. The book provides a useful and timely counterpoint to all those making claims for the benefits of blockchain and its associated technologies. The book is short and very readable. The tone is clearly negative about blockchain and I would advise any reader to crosscheck the information they gather from the book (I have done that and so far everything I have checked has been confirmed.) Key items covered in the book are: How blockchain, cryptocurrencies, and smart contracts work. This requires some technical understanding of the language of IT, but even without that you will get a sense of what is happening. The problems that cryptocurrencies (such as Bitcoin and Litecoin) have had with criminality, fraud, lack of security, volatility, and more recently with capacity. The reasons why smart contracts seem doomed for the foreseeable future, despite the […]
Post by Sue York, 2 March, 2018 NewMR & Women in Research (WIRe) & Annie Pettit (@LoveStats) are joining forces in 2018 to promote the celebration of International Women’s Day on 8 March. Inspired by the International Women’s Day theme #PressforProgress – NewMR and WIRe are launching a joint campaign to celebrate the contributions and achievements of women in market research and insights. We would like to highlight those who are pressing for progress either by championing the cause of gender parity in research or through the efforts and achievements of women. We hope that the campaign shines a light on all women who are pressing for progress in their own ways, particularly those whose efforts are not in the public eye. So, on International Women’s Day we are asking you to think about the women you know who make the market research and insights industry a better place through their contributions and efforts. Tag a colleague, client, friend or connection who you think deserves recognition on Twitter (and remember to add #NewMR, #mrx, #PressforProgress, #WIREHeroes) on 8 March and let’s celebrate together what we do each and every day and how great that is!
Post by Ray Poynter, 3 March 2018 Have you noticed that there seems to a lot of people who are shouting about how important blockchain (and or cryptocurrencies like Bitcoin) are going to be for market research? In November 2017 a Quirks article claimed “blockchain is turning marketing research on its head” and at IIeX Europe Rolfe Swinton and Snorri Gudmundsson presented “10 Reasons Why Blockchain is a Big Deal for MR – And What You Can do About it”. Although I am a fan of technology, I am a sceptical fan, and all the buzz about blockchain stimulated both my interest and my scepticism, so I set about finding out more about blockchain and issues such as cryptocurrencies (like Bitcoin) and smart contracts (such as those created using Solidity and Ethereum). Whilst I can’t be 100% sure, my gut feel is that blockchain will not disrupt market research within the next five years (and maybe never), and here is my line of thinking. Of course, I could be wrong 🙂 What is blockchain? Blockchain is the technology that underpins Bitcoin. Indeed, in 2008 blockchain was Bitcoin, and Bitcoin was blockchain – but now there are other blockchains, some with […]
To read the Japanese version of this post (from Mr Ryota Sano) click here. Post by Ray Poynter, 21 February 2018 I have just been reading an interesting HBR article (Rob Cross et el, Collaborative Overload, first published in 2016) that I think highlights the need for people in organisations to develop a personal brand – especially if they are amongst the most productive and collaborative people in their organisation. The paper reports on studies that looked at collaboration inside organisations and found that, on average, 20-to-35% of the value added by collaborations came from just 3-to-5% of employees. These productive people were the ones who were able to offer one or more of the following: Informational resources, knowledge that can be passed on to other to use. Social resources, knowing who to refer a problem or query to. Personal resources, including time and energy – this is the most draining of the three. The researchers reviewed about 300 organisations, using a variety of tools to map collaboration and value added. The studies found that at least 50% of the people who were most valuable to the organisation were not known to be so important by senior management. Think about […]
Updated 2 FebrMarch, 2018 Sue York and Ray Poynter are heading a collaborative effort to learn more about the current state of play with respect to training in the market research and insights industry, with a view to making recommendations for improvements. This study builds on the learning we achieved late last year with our Knowledge Benchmarking study (read more about that study by clicking here). We invite anybody who is interested to join this collaboration, and some of those who have already indicated support are shown below – more will be added when we clarify whether they want publicity or not. What sort of help are we looking for: Suggesting improvements to the questionnaire. [Completed] Helping translate the questionnaire. We already have some offers of help – but we would like more languages and more help. Helping maximise the response to the survey. We want to ensure that we get a large enough sample so that we can analyse the results by country, by role (e.g. client-side versus agency), and by years in the industry. Helping with the open-ended responses (especially those not in English). Help with reviewing the analysis, recommendations and commentary. Timeline The timeline is subject to collective […]
To read the Japanese version of this post (from Mr Ryota Sano) click here. Post by Ray Poynter, 31 January 2018 On Friday, 9 February 2018, Sue York and I are presented a webinar on how to build a personal brand in the market research and insights space, click here to find out more. In the run-up to this webinar I posted a series of tips (on LinkedIn) for people wanting to develop a brand. This post is the collection of posts and some news about a course that Sue York and I are running on this topic. Hint 1 – Research Your Field Before you start creating a brand it is important to understand what other people are doing. For this hint I am simply going to point you to a great post by a new face Ella Beaumont, showing how she systematically researched the MR scene and set about creating her plan. Hint 2 – Be positive and supportive Most people who have created a successful personal brand in the market research space are almost all positive and supportive people, people like Leonard Murphy and Kristin Luck. In the F2F world, make a positive comment when something is […]
Post by Sue York, 27 January, 2018 At NewMR we love starting a research conversation – that’s one of our main reasons for being – to encourage researchers to think and talk about research and how to move our methods, approaches and practices forward to better embrace the future. So I was delighted to see this follow up to our November New, But Not Tech! event (click here if you would like to listen to the presentation that sparked this follow up conversation or the rest of the event). What started the conversation? In our New! But Not Tech event Sue Bell was interviewed by Suzanne Burdon on “Sense-making – a challenge to behavioural insights” (click here to listen to the recording) and in the Q & A session following the presentation a question was asked – Is sense making an ethnographic technique? Sue and Charlie Cochrane continued their conversation on this after the event and Sue has kindly summarised the exchange on her blog http://www.sbresearch.com.au/index.php/bellbird/139-revisiting-ethnography-a-conversation-between-sue-bell-and-charlie-cochrane Thanks for sharing Sue and Charlie!