Page 18 - Journal of Strategic Marketing Magazine - January 2019
P. 18
MARKET RESEARCH
• Device agnostic surveys ideally inform real-time changes to 4. Modular innovation approaches
to maximise coverage and the survey to glean better information will become more prevalent
respondent reach. based on what has already come up. Traditional innovation processes have
• Validated success measures Rapid prototyping is another always followed predeined sequences
should form the basis of all possibility, whereby prototypes are with yes/no outcomes at the end of
agile idea, concept and package evaluated by consecutive groups of each stage.
testing. (For example, at Ipsos, consumers, immediately followed We are starting to see these linear
we use relevance, expensiveness by a work session with R&D to merge processes giving way to modular
and differentiation for our rapid the results on-site and in real time. approaches. Research and learnings
innovation testing, measures that This then directs the next step – from different sources and studies are
have been tested and proven). suggestions from the consumers merged together and, if appropriate,
We are fortunate enough to have themselves about further optimisation. traditional steps are eliminated
research and development (R&D) to This has the potential to happen in because they don’t add value.
provide device agnostic tools as well as one day – merging quantitative rating This agile approach is quicker,
validation of the measures we use in scales with qualitative explanations. easier and more learnings-driven
our agile research. than many traditional market research
Finally, we expect more diagnostics approaches and, ultimately, will help
and guidance from the research Fast, iterative the marketer get to market faster with a
solutions that are employed. Solutions and adaptive agile better innovation.
should include success drivers,
forecasting and proiles, to name just research is a non- Moving agilely to the next level
some examples that will help manage negotiable… Agile research promises to help
innovation portfolios. marketers move more quickly,
eficiently and intelligently than ever
2. Social intelligence and product Iterative approaches such as before. However, agile research as it
development these are essential to facilitate speed, exists today is just the beginning of
There is huge scope for the role collaboration, continuous learning what will be a huge change in how we
of social intelligence in research and of course, agility. AI can automate conduct innovation research and it is
practices, one example being product certain research processes, which something that the research industry
development. It’s fast, lexible and cost- is why its role is so important. An should be especially excited about.
eficient. Social intelligence is already example would be a programme that Expect to see agile research evolve to
being leveraged to identify innovation creates new questions depending on deliver higher quality research, more
opportunities. the replies received from respondents. (automated) iterative processes and
While marketers typically rely on This allows an intelligent drill down for more holistic learnings. The result will
surveys, focus groups and desktop what might otherwise be non-useful be faster, deeper insights that will help
research to uncover new trends, information, should the question not marketers achieve greater innovation
social intelligence is becoming a new be satisfactorily answered in the irst success.
agile alternative. Social intelligence instance.
accelerates innovation because you
do not need to ask consumers any Nick Coates is CEO of Ipsos
South Africa. Starting his career in
questions. Using text analytics, you management consulting and market
can analyse large amounts of data and research in the United Kingdom,
have access to real-time information. he moved to South Africa in 2004
and has worked throughout Sub-
3. Artiicial intelligence will help Saharan Africa. Between 2008 and
2012 he worked in Russia as both
facilitate iteration deputy CEO and head of marketing
Agile research is not only intended for Ipsos Russia. Returning to
to be fast, it should also be iterative. South Africa with Ipsos in 2012,
Coates assumed the role of head of
During rapid concept tests, for example, marketing for SSA and later became
results from the ieldwork should CEO of Ipsos South Africa in 2016.
p16 - Strategic Marketing
• Device agnostic surveys ideally inform real-time changes to 4. Modular innovation approaches
to maximise coverage and the survey to glean better information will become more prevalent
respondent reach. based on what has already come up. Traditional innovation processes have
• Validated success measures Rapid prototyping is another always followed predeined sequences
should form the basis of all possibility, whereby prototypes are with yes/no outcomes at the end of
agile idea, concept and package evaluated by consecutive groups of each stage.
testing. (For example, at Ipsos, consumers, immediately followed We are starting to see these linear
we use relevance, expensiveness by a work session with R&D to merge processes giving way to modular
and differentiation for our rapid the results on-site and in real time. approaches. Research and learnings
innovation testing, measures that This then directs the next step – from different sources and studies are
have been tested and proven). suggestions from the consumers merged together and, if appropriate,
We are fortunate enough to have themselves about further optimisation. traditional steps are eliminated
research and development (R&D) to This has the potential to happen in because they don’t add value.
provide device agnostic tools as well as one day – merging quantitative rating This agile approach is quicker,
validation of the measures we use in scales with qualitative explanations. easier and more learnings-driven
our agile research. than many traditional market research
Finally, we expect more diagnostics approaches and, ultimately, will help
and guidance from the research Fast, iterative the marketer get to market faster with a
solutions that are employed. Solutions and adaptive agile better innovation.
should include success drivers,
forecasting and proiles, to name just research is a non- Moving agilely to the next level
some examples that will help manage negotiable… Agile research promises to help
innovation portfolios. marketers move more quickly,
eficiently and intelligently than ever
2. Social intelligence and product Iterative approaches such as before. However, agile research as it
development these are essential to facilitate speed, exists today is just the beginning of
There is huge scope for the role collaboration, continuous learning what will be a huge change in how we
of social intelligence in research and of course, agility. AI can automate conduct innovation research and it is
practices, one example being product certain research processes, which something that the research industry
development. It’s fast, lexible and cost- is why its role is so important. An should be especially excited about.
eficient. Social intelligence is already example would be a programme that Expect to see agile research evolve to
being leveraged to identify innovation creates new questions depending on deliver higher quality research, more
opportunities. the replies received from respondents. (automated) iterative processes and
While marketers typically rely on This allows an intelligent drill down for more holistic learnings. The result will
surveys, focus groups and desktop what might otherwise be non-useful be faster, deeper insights that will help
research to uncover new trends, information, should the question not marketers achieve greater innovation
social intelligence is becoming a new be satisfactorily answered in the irst success.
agile alternative. Social intelligence instance.
accelerates innovation because you
do not need to ask consumers any Nick Coates is CEO of Ipsos
South Africa. Starting his career in
questions. Using text analytics, you management consulting and market
can analyse large amounts of data and research in the United Kingdom,
have access to real-time information. he moved to South Africa in 2004
and has worked throughout Sub-
3. Artiicial intelligence will help Saharan Africa. Between 2008 and
2012 he worked in Russia as both
facilitate iteration deputy CEO and head of marketing
Agile research is not only intended for Ipsos Russia. Returning to
to be fast, it should also be iterative. South Africa with Ipsos in 2012,
Coates assumed the role of head of
During rapid concept tests, for example, marketing for SSA and later became
results from the ieldwork should CEO of Ipsos South Africa in 2016.
p16 - Strategic Marketing
