Research World

60 Pages·2017·11.5 MB·English

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No 62 | February 2017
Continuing project

ESOMARGrowth2020
How tech is transforming

marketresearch
Preventing sex trafficking in India

Learning from storytelling
Encouraging, advancing and elevating market research worldwide

PROPELLING
RESEARCH
INTO THE
NEXT ERA
Industry leaders on new
partners, new competition
Five strategies for survival,
growth and profitability

ENCOURAGING, ADVANCING AND ELEVATING MARKET RESEARCH, WORLDWIDE.
16
ProPelling research
into the next era
Capital investment in market research and analytics is shrinking overall
but two areas will push growth.
25 37 46 52
Newtechnology, Five strategies for Learning from Preventing sex
newpartners, new survival, growth and storytelling trafficking in India
competition profitability What can film and theatre How research helped Red
We talk to four influential Confronting the crisis of teach us about insight? Alert to communicate with
industry leaders about the middle-sized market the key stakeholders
how the world of insights research firms
is adapting.
4 RESEARCH WORLD| February 2017
February 2017
editorial
Simon Chadwick
Partnership – The market
6 Understanding woman in the Middle East
Women are spending more time with their
research model of the future
smartphones and on social media and women in the
Middle East are no exception.
Fifteen or so years ago, Randy Emond was head
13 Continuing Project ESOMAR Growth – 2020
of market research at Philips Consumer
We talk to ESOMAR’s new Council
Electronics. Uniquely among his peers in the
22 Can big data predict tomorrow’s tastes today? industry, he loved to blow things up–research
How to marry molecular and data science with methodologies, received wisdom and the way in
brand identity which research worked. He probably still does, though
these days he is a consultant and not a client.
29 The Insight Show Nonetheless, he made a suggestion at an ESOMAR
Advertorial
conference that enraged research suppliers the world
over: he (strongly) suggested that he, as a client,
30 How tech is transforming marketing research
should have the right to take the expertise of Supplier
And the risks and rewards when choosing
A, match it with the methodology of Supplier B and
aparticular solution
hire a consultant from Supplier C to pull it all together.
34 Learning from Maleficent From the reaction of the assembled community, you
Communicating changes inthe insights we seek would have thought that he had just asserted the
right to sell all our daughters into slavery.
42 Success stories from medium-size companies Fast forward to 2017 and I suspect that Randy is
Flexible, specialist and innovative players can laughing all the way to the “I told you so” bank.
winthe game Partnering is now not only an accepted part of the
research process but it is a de rigueur strategy for
survival and growth. Evidence of the power of
partnering is now all around us–you just have to look
at the winners of Ogilvy Awards or indeed of
ESOMAR Congress Best Papers to see multiple
regulars insights providers working together to bring impact
to their clients’ businesses.
10 Up and counting 45 Dr. Pete The difference between then and now lies in the
What will clients be The walk-in clinic for diversity of techniques, methodologies and specialties
doing more or less of research ailments that can and need to be deployed in the pursuit of
in the next five years insight-driven impact. Back in Randy’s day, the
50 RW Connect suppliers he was talking about were primarily full
33 Reflect.
service market research suppliers. Today, there are so
Necessity is the 51 ESOMAR Lounge
many different specialties–social media monitoring,
mother of invention
big data analytics, MROCs (you name it)–that no one
57 Marketing case
company can offer it all (unless your name is Kantar).
40 The next wave history
It is therefore incumbent on research companies to
How to learn tostop How consumers
worrying and love search online – and make alliances, seek partners and co-create
ourindustry on the go approaches with companies that can also be their
competitors. This is the new entry level business
58 Calendar 2017 model to which we all now must subscribe.
We are all the richer for it.
RESEARCH WORLD| February 2017 5
6 RESEARCH WORLD| February 2017
robert heeg Regional Profile Middle East
Understanding woman
in the Middle East
Women are spending more time with their smartphones and on penetration. “This has made it
possible to reduce the need for
social media and women in the Middle East are no exception. Has human interaction and intrusion of
private space. Other technologies are
the advent of technology made it easier for brands and researchers also helping collect insights without
the need to ask questions, like eye-
to understand this traditionally difficult to reach demographic? tracking and neuroscience
applications.”
Rafik el Noumeir, senior insights-
T
he internet and social media their lives. One of the key findings is strategy and marketing professional
are increasingly important for that women in the Middle East have MENA at Pepsico, UAE confirms this
brands and retailers in the broad access to the internet: seven in progress. “While we have been
Middle East, but also for ten have access to the web, ranging understanding women as shoppers
researchers. Young people in the from 99% in Kuwait to 54% in and consumers for a long time,
region spend an average of 15 hours Morocco. Across the region, 86% of advances in technology in the insights
a week on social media, according to women with internet access use social field now allow the interaction to
a report by North Western University media. YouTube is the top social become deeper and more meaningful
in Qatar. And last November Ipsos media platform, used by three- and, more importantly, on-going. The
launched “She speaks”, a quarters (75%), but all the key social use of apps or online forums or even
comprehensive syndicated research media platforms: Facebook (71%), the mining of social media, now gives
effort on female consumers in the Instagram (64%) and Snapchat (59%), brands the capability to interact with
Middle East and North Africa (see are used by a majority of women. women in the region that wasn’t
box). The title is significant, as the available a few years ago.”
study sheds light on a traditionally Private sPace Mohammed Minawi, regional senior
hard-to-reach segment offering a It is this widespread adoption of all director at Ipsos MENA, describes
better insight into women’s attitudes, things tech and online that is now another area where technology is
aspirations, lifestyles and behaviours, helping to provide a better improving the understanding of
and a more holistic understanding of understanding of women across the women: “Mobile ethnography has
this segment across various aspects of region; something that has in the past given us an ability to truly immerse
been quite difficult due to the diverse ourselves in the day-to-day lives of
range of customs. “The MENA women in the region on their own
remains one of the most complex terms and in real time. We can now
regions when it comes to conducting reach some areas of their lives that
market research”, confirms Ziad Skaff, might not have been possible using
managing director MENA, Hall & more traditional methods, thus giving
Partners Dubai, United Arab Emirates. us a deeper understanding about their
“This is due to the usual reasons attitudes, behaviours, and lifestyles.”
ranging from social to national
security. The advent of technology FeMale gaMers
has helped overcome some of those These research breakthroughs are
Ziad skaff is managing director at Hall & Partners, rafik el noumier boundaries.” He explains how vitally important because the role of
is senior insights-strategy and marketing professional MENA at
collecting information today is more women in the region is certainly
Pepsicoand Mohammed Minawi is regional senior director at
within reach thanks to high social changing, as shown by a study by
Ipsos MENA.
media consumption and mobile J.Walter Thompson’s Innovation
RESEARCH WORLD| February 2017 7
More FreedoM
“Mobile ethnography has given us an ability
Despite technological advancements,
Skaff warns that cheap and simple
to truly immerse ourselves in the day-to-day
information can come at the price of
quality. “Hence scrutiny is always
lives of women in the region on their own
needed to ensure validity prior to
making costly decisions. Nowadays,
terms and in real time.”
mixing data collection methods,
though complex and sometimes
more expensive, is proving to be
even more useful especially in large
scale and strategic studies.” Big
steps may have been made, but
reaching women in some parts of the
Group MENA. Perhaps the most surprise some that Iranian women region can still be tricky, he adds.
profound trend it identifies is the spend three times more on makeup “This remains a challenge when going
emergence of the new Arab woman, (4.5% of annual wages) than women after very specific audiences such as
who expects brands to work around in France, Germany and the UK, high-net-worth individuals or those in
her and her needs, more than ever according to data from the Iranian rural areas, though not to the extent
before. The study also reports that Association of Cosmetics, Toiletries it used to be five or ten years ago.”
‘female gamers are driving a whole and Perfumery Importers. Minawi agrees that some
new rhetoric around women, while Meanwhile, the Beautyworld obstacles remain. “Interviewing
luxury designers across the globe are Middle East blog reports that Arab women in some parts of the Middle
taking notice of the young, stylish youth is more exposed than ever to East using traditional research
Muslim woman’. Brands will be keen Western brands and influences from methodologies, which still constitute
to learn such detailed new insights both online sources and international a large portion of the research
into sometimes-unexpected travel. For instance, some 160,000 conducted in MENA, does pose
behaviour. For instance, it may Saudis return home each year after some challenges, particularly when it
graduating from Western universities. comes to researching topics which
‘These young Middle Eastern are considered culturally sensitive.
10 things you need to know about women in Mena consumers are driving beauty trends These topics could either be related
and increased consumption of to specific sectors or product
The Ipsos “She speaks” study on female consumers in cosmetics’, the blog states. categories that are not publicly
MENA focused on women’s attitudes, aspirations,
El Noumeir emphasises the spoken about, or more general topics
lifestylesand behaviours. Conducted between January
growing importance of the related to their lifestyles and social
andJune 2016, it covered UAE, KSA, Kuwait, Jordan,
Iraq,Iran, Morocco, Egypt and Lebanon. Here are the demographic. “Research on shoppers habits, in addition to their opinions
10highlights: and consumers has been going on for on public issues.”
1. Amongst women who are heads of their household, years and women, naturally, have However, he expects many of
8in10 are responsible for shopping, with Egypt (94%) been at the centre of that as an equal those hurdles can be overcome with
topping the list. proportion of consumers for many the help of technology. “Our
2. Female household heads’ involvement in key purchase
brands. Women, like men, represent research shows that as more and
decisions is high, especially in personal care products
a huge opportunity to brands. more women embrace the digital
(96%) and food and beverage purchases (93%).
Unlocking a true tension or insight revolution sweeping the region, they
3. In the Middle East, 66% get their primary income from
an allowance, and just 16% derive theirs from paid work. helps give brands the window to tap are much more comfortable
4. 55% of women are more focused on choosing quality into this opportunity.” Skaff stresses expressing their opinions online.
ora trusted brand name, whilst 45% give preference to why an even deeper insight into this They consider the internet as an
alower price or offers and promotions. group is needed. “As they remain the outlet that offers wider freedom for
5. 50% of women stick to the brands they know, but 57% major group of consumers that most self-expression. As such, shifting from
are always on the lookout for the best offers and deals.
brands are interested in, we’ve traditional interviewing methods to
6. 53% always look for information before buying a
witnessed an increase in market online research is allowing us to
product.
studies aiming at developing speak to women more freely about
7. 69% of women have access to the internet.
8. For 74% of women, traditional media is the main source marketers’ understanding. Knowing more culturally sensitive topics, with
of information on products or brands. the greater role that emotions play in better response rates and more open
9. 49% have interacted with their favourite brands, for comparison to their male responses.”
instance on Facebook (in the Gulf countries this figure counterparts, advanced methods and
ismuch higher than average).
tech-based solutions could prove to
10.Despite high internet access, just 14% of MENA women
be more integral to the research
have ever purchased a product online.
design here.”
8 RESEARCH WORLD| February 2017
RESEARCH WORLD| February 2017 9
uP and counting
What will clients be doing more or less of in the next five years
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10 RESEARCH WORLD| February 2017