Yes, it is a truism that we want better, cheaper, faster research, and that we have always wanted better, faster, research. However, right now research is becoming redundant to many decision makers because it is not fast enough. This theme was covered in a recent article on Research-Live.
A couple of weeks ago I was at the annual conference of the AMI (Australian Marketing Institute) and speaker after speaker highlighted the pace of change and the need to respond quickly. Mark Lollback from McDonald’s showed how his company went from tasting a product at a regular review session to launching it, with TV advertising, in fourteen days. Joanna McCarthy of Kimberley Clark showed how they used scenario planning and ‘war gaming’ to be able to respond to social media stories in real-time (in sensitive areas like product malfunctions in toilet paper and nappies).
I was at the AMI Conference as a keynote speaker and to launch my latest (free) book The Quick and the Dead which looks specifically at the need for speed, and suggests a new framework for how organisations can adopt a Built for Speed approach, you can download a copy of it by clicking here.
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