Presentation by David Herron, Careers with Psychology 2015

1. AN INTRODUCTION TO MARKET
RESEARCH
University of Sussex
Wednesday 11th March 2015

2. 2
DAVID HERRON
DIRECTOR OF
INSIGHT
INTRODUCTION

3. 3
DAVID HERRON
DIRECTOR OF
INSIGHT
AGENDA
Market Research – What is it
about?
Industry Structure & Nunwood
Career in MR
Applying Psychology to MR

4. MARKET RESEARCH?

5. 5
WHAT DOES IT ADD?
BRANDS
BRITISH AIRWAYS
NPOWER
RBS POST OFFICE
Everything Everywhere
NATIONWIDE
CARPHONE
NokiaLLOYDS
CUSTOMERS?
MARKET RESEARCH DELIVERS CUSTOMER INSIGHTS
WAREHOUSE PAYPAL
Microsoft

6. 6
WHERE DOES IT FIT IN?
CONCEPT TESTING
MARKETING & COMMS
CUSTOMER EXPERIENCE
BUSINESS PLANNING & STRATEGY
PRICING RESEARCH
ENABLE DECISION MAKING ACROSS THE
ENTIRE MARKETING MIX
Target Market
Product
People
Process
PlacePrice
Promotion
Physical
Presence
STAFF ENGAGEMENT
BRAND EQUITY RESEARCH
UTILISING RESEARCH TOOLS AND
METHODOLOGIES

7. 7
HOW DOES IT WORK?
QUALITATIVE RESEARCH
Interviews
Group Discussions
+
QUANTITATIVE
RESEARCH
Surveys & Statistical Analysis

8. 8
QUANTITATIVE RESEARCH - WHAT
QUESTIONS DOES IT ANSWER?
QUESTIONS FOR QUANT
WHAT?
WHAT ARE THEY
DOING?
HOW OFTEN ARE THEY
DOING THAT?
WHAT IMPACT DOES IT HAVE
ON THEIR BEHAVIOUR?
WHAT DOES THE CLIENT
NEED TO FOCUS ON……

9. 9
QUAL RESEARCH– WHAT QUESTIONS DOES
IT ANSWER?
QUESTIONS FOR QUAL
WHY?
WHAT ARE THEY
THINKING?
HOW ARE THEY
FEELING?
WHATS CAUSING THEM TO
THINK AND FEEL LIKE THAT?
WHAT DOES THE CUSTOMER
WANT / NEED……
QUESTIONS FOR QUANT
WHAT?
WHAT ARE THEY
DOING?
HOW OFTEN ARE THEY
DOING THAT?
WHAT IMPACT DOES IT HAVE
ON THEIR BEHAVIOUR?
WHAT DOES THE CLIENT
NEED TO FOCUS ON……

10. A BIT ABOUT THE INDUSTRY &
NUNWOOD

11. 11
THE MARKET RESEARCH INDUSTRY
THE MARKET
Relatively small ‘Middle Class’
(10-20 Million £)
Thousands of small niche players
(<5 Million £)
Few large players
(Turnover* >100m £)
* Data for UK, from 2011

12. 12
THE MARKET RESEARCH INDUSTRY
THE MARKET INDUSTRY BODIES & INFO
Relatively small ‘Middle Class’
(10-20 Million £)
Thousands of small niche players
(<5 Million £)
Few large players
(Turnover* >100m £)
* Data for UK, from 2011
www.research-live.com
www.mrweb.com
www.mrs.org.uk
www.aqr.org.uk

13. 13
THE MARKET RESEARCH INDUSTRY
THE MARKET INDUSTRY BODY & INFO PROFESSIONAL DEVELOPMENT
Relatively small ‘Middle Class’
(10-20 Million £)
Thousands of small niche players
(<5 Million £)
Few large players
(Turnover* >100m £)
* Data for UK, from 2011
www.research-live.com
www.mrweb.com
www.mrs.org.uk
MRS Qualifications
Professional development
framework

14. 14
NUNWOOD: Customer Experience Specialists
How we fit in:
End-to-end
Customer
Experience
Management
Customer
Excellence
Centre Top 100
Driving Action,
engagement &
ROI
UK
Leeds
London
US
New York
Australia
Sydney
Working with world
leading brands
UK FOCUS with GLOBAL REACH

15. 15
Full Service Experience Management
Define & implement
CX Strategy
Analytics, measurement &
experience design
Connect everyone to
customer feedback &
planning
Engage colleagues;
make every interaction
brilliant

16. 16
The CEEC
Nunwood’s Excellence Centre is focused on
researching, analysing and applying
customer experience best practice from
around the world.

17. 17
The Six Pillars of Customer Excellence

18. 18
PROJECT CASE STUDIES – SOLVING CLIENT
BRIEFS
• BA NOW USE THIS
INFORMATION TO MAKE
DECISIONS E.G. ON WHAT
PLANES TO EMPLOY ON
VARIOUS ROUTES.
• CUSTOMERS NOW HAVE A
SAY AS WELL
THE OUTCOME
TO UNDERSTAND HOW
CUSTOMERS PERCEIVE THE
SERVICE ONTHEIRTRAVELS
ANDTO IDENTIFY HOWTHIS
COULD BE IMPROVED
WHAT THEY
WANTED
WHAT WE DID
SURVEY SENT TO BA
CUSTOMERS SHORTLY
AFTER TRAVEL
RESULTS SENT TO BA DAILY
THROUGH ONLINE
DASHBOARD
QUANTITATIVE RESEARCH

19. 19
PROJECT CASE STUDIES – SOLVING CLIENT
BRIEFS
• SELECTED CONCEPTS
• ‘MUST HAVE’ SCHEME
ATTRIBUTES
• PREFERED CARD DESIGNS
• DEMAND FOR PRICE
COMPARISON AGAINST
DISCOUNTERS
THE OUTCOME
TO UNDERSTAND THE
CUSTOMER RESPONSE TO A
SERIES OF PROPOSITIONS
FOR A NEW LOYALTY SCHEME
WHAT THEY
WANTED
6 X
WHAT WE DID
FOCUS
GROUPS
QUALITATIVE RESEARCH

20. A CAREER IN MARKET RESEARCH

21. 21
WHAT MAKES A MARKET RESEARCHER?
TRAITS…
…BE NATURALLY INQUISITIVE INTO THE
WHY
…PICK UP ON THINGS OTHER PEOPLE
DON’T
…HAVE AN ANALYTICAL MIND
…BE A STORYTELLER
…BE ABLE TO PUT YOURSELF IN OTHER
PEOPLES’ SHOES
BONUS SKILLS FOR STARTING OUT…
…HAVE APPLIED RESEARCH AT SOME POINT
DURING YOUR DEGREE
…HAVE THE ABILITY TO ANALYSE
INFORMATION AND PRODUCE INSIGHTS
…HAVE USED THESE INSIGHTS TO INFORM
YOUR WORK

22. 22
WHAT SKILLS DO YOU NEED?
FOR QUALTITATIVE RESEARCH
YOU NEED TO:
FOR QUANTITATIVE RESEARCH YOU
NEED TO:
……HAVE A GENUINE INTEREST IN PEOPLE;
THE 'WHYS' AND 'HOWS' OF WHAT MAKES
THEM THINK AND BEHAVE IN THE WAY THEY
DO
...BE SOMEONE WHO IS WILLING TO LISTEN
AND ALLOW SOMEONE ELSE TO DO THE
TALKING
…ENJOY AND FIND IT EASY MAKING
CONVERSATION
…BE OPEN MINDED AND ABLE TO IGNORE
YOUR OWN PRE-CONCEIVED IDEAS
…BE WILLING TO TRAVEL AND WORK
BEYOND THE 9-5
……HAVE A GENUINE INTEREST IN
BROADER TRENDS. ‘WHAT’ IS HAPPENING
AND ‘WHAT’ CAN BE DONE TO CHANGE /
IMPROVE
……ENJOY ANALYSING DATAAND
INFORMATION FROM DIFFERENT SOURCES.
TO DISTIL THE ‘INSIGHT’ FROM THE
‘INTERESTING’
……BE ABLE TO TRANSLATE A REAL WORLD
PROBLEM INTO A RESEARCH PROJECT. AND
THEN BACK
……BE FLEXIBLE AND A GOOD MULTI
TASKER
……NOT BE AFRAID TO ‘GET STUCK IN’ AND
PROJECT MANAGE A LOT OF PEOPLE

23. 24
Qualitative Insight Manager CAREER PATH
BECAME A
CONSULTANT
JOINED A
SOCIAL &
ECONOMIC
CONSULTANCY
AS A
RESEARCH
CONSULTANT
GRADUATED WITH A
BA HONS IN
PSYCOLOGY &
SOCIOLOGY
+13
months
months
+19
JOINED
AS A
SENIOR
INSIGHT
EXECUTIVE
BECAME AN
INSIGHT
MANAGER
+19
months

24. 25
WHERE MIGHT YOU END UP?
AGENCY BASED CLIENT BASED LATERAL
Research / Account Director
Management
Open your own agency
Freelance
Research Manager
Head of Insight
Strategic Planning Role
Freelance
Move into Advertising / Media
Customer Experience Specialist
Big Data Consultant
Marketing Role – e.g. Category
Management

25. APPLYING PSYCHOLOGY TO MARKET
RESEARCH

26. 27
THE NUNWOOD SIX PILLARS
Six things which drive customer experience satisfaction/ dissatisfaction across industries
PERSONALISATION
Using individualised attention (i.e. tailoring the
experience) to drive an emotional connection
TIME & EFFORT
Minimising customer effort, valuing customers’
time & creating frictionless processes
RESOLUTION
Turning a poor experience into a great one
EXPECTATIONS
Managing, meeting & exceeding customer
expectations
INTEGRITY
Being trustworthy and engendering trust
EMPATHY
Achieving and demonstrating an understanding
of the individual customer’s circumstances

27. 28
NAME OF PILLAR
One sentence definition /
description of the pillar
PILLAR DEFINITION
COMPONENTS
IN
PRACTICE
VALUES
CONSEQUENCES
Psycho-social and emotional
Functional
ATTRIBUTES
Abstract
Concrete
THE MEANS-END CHAIN FRAMEWORK
A Psychological framework which allows us to understand what each pillar ‘looks like’ in practice
‘Human universals’ (innate needs)
Individual’s values
Medium and longer-term life goals
Desired end states/outcomes
 CONCEPTUAL MODEL & ANALYSIS
FRAMEWORK GROUNDED IN
PSYCHOLOGY
 LINKS WHAT THE CUSTOMER SEES
& EXPERIENCES – I.E. PRODUCT &
SERVICE ATTRIBUTES – TO IMPACTS
IN TERMS OF:
 CONSEQUENCES (CUSTOMER
BENEFITS - FUNCTIONAL &
PSYCHO-SOCIAL)
 PRIMARY VALUES, EMOTIONS
& NEEDS
 PROVIDES CLEAR DIRECTION ON
ORGANISATIONAL BEHAVIOURS
WHICH CREATE AN EMOTIONAL
CONNECTION & DELIVER SUPERIOR
CUSTOMER EXPERIENCES

28. 29
• Self-esteem & ego
PERSONALISATION
I feel like a
valued
customer
I don’t have to
repeat myself
I don’t have to
shop around
I get something back
I don’t waste my
time
Recognise/
remember me
Treat me as an
individual
You only tell me
about products &
services which are
relevant to me
Tailor your
offer
Value my
custom
I have a dedicated
contact/team and
a direct number
You know about
my products,
history & past
interactions
with you
Friendly greeting;
you know my
name
Rewards/
bonuses &
better deals
(than new
customers)
I feel like a
person, not a
number
We have a positive relationship
I feel important and valued
Deliver a
personalised
service
PILLAR EXAMPLE - PERSONALISATION
How ‘personalisation’ is delivered in an ‘ideal’ world
VALUES
CONSEQUENCES
ATTRIBUTES
Psycho-social and emotional
Functional
Abstract
Concrete
PILLAR DEFINITION
COMPONENTS
IN
PRACTICE
Using individualised attention
(i.e. tailoring the experience)
to drive an emotional
connection

29. 30
APPLYING THE MEANS-END CHAIN
WHAT WE DO
QUALITATIVE RESEARCH & ANALYSIS
QUANTITATIVE SURVEYS/ TRACKING STUDIES
 BUILD A CODE FRAME WITH CUSTOMER
LANGUAGE ASSOCIATED WITH RELEVANT
ATTRIBUTES
 LOOK AT CUSTOMER VERBATIM COMMENTS
 CONDUCT CONTENT & SENTIMENT
ANALYSIS
HOW THIS BENEFITS OUR
CLIENTS
 UNDERSTANDING OF THE PILLARS/ PRINCIPLES
FROM THEIR CUSTOMER’S PERSPECTIVE
 IDENTIFIES TANGIBLE THINGS THEY CAN DO TO
DELIVER EXCELLENT EXPERIENCES
 TALK TO CUSTOMERS ABOUT ‘IDEAL’/ RECENT
EXPERIENCES
 USE QUALITATIVE QUESTIONING & ANALYSIS
TECHNIQUES TO UNDERSTAND THE PILLARS IN
SPECIFIC CONTEXTS
 ALLOWS THEM TO MEASURE, TRACK &
COMPARE THEIR CUSTOMER EXPERIENCE
PERFORMANCE OVER TIME

30. DAVID HERRON
Director of Insight
E: davidherron@nunwood.com