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Surviving in 2010: Research’s Change of Focus

Surviving in 2010: Research’s Change of Focus. Matthew Shephard Cooper McCabe. Recession Causing Shifts:. Demand for Research has Changed Real Time Feedback Must Evolve O ld T echniques in Order to Adapt to New M arket . Proving Your Worth. Adapting to New R ealities

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Surviving in 2010: Research’s Change of Focus

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  1. Surviving in 2010: Research’s Change of Focus Matthew Shephard Cooper McCabe

  2. Recession Causing Shifts: • Demand for Research has Changed • Real Time Feedback • Must Evolve Old Techniques in Order to Adapt to New Market.

  3. Proving Your Worth • Adapting to New Realities • Consumers are changing their decision making and purchasing strategies • Speed and Nimbleness • Focusing Budget • Real Time Decisions • “Research execs unanimously reported in a Burke survey to clients, that companies are making more tactical decisions without research.” -Jamie Baker-Prewitt, senior vice president and director of decision sciences at Burke Inc.

  4. Evolution of Research Techniques • Go with your Gut! • “It is more about knowing that you are never going to have 100% of the information ... and that you’re not going to mitigate all the risk. The real compe- tency is about taking action and making real- time changes as you experience it,” –Ravi Parmeswarmanaging director of global consumer and market- place insights at Citi • New World Order (RSCG) • Stay Current • Target Market is always evolving

  5. Projective Techniques & Online Research • Becoming More Acceptable • Projective Qualitative Research Includes: • Open Ended Indirect Questioning • Word Association • Scenario Planning • Online Research Emerging • Development of Monitoring for Web Chatter • Real Time Insights • “Online overall is, I think, getting a real workout right now. ... There’s the whole need to do things faster and cheaper. Researchers can’t necessarily go out or have the time or budget. Our focus has gone to funding research based on the Inter- net because it is cost- and time-effective.” – Rose Cameron

  6. Questions?

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