WORKSHOP B 360 Degrees of Chaos. Gold Sponsor Workshop Day

Transcription

1 WORKSHOP B 360 Degrees of Chaos Gold Sponsor Workshop Day

2 Paul A. Braun President, Braun Research, Inc.

3 Workshop B 360 Degrees of Chaos: Harnessing the International Data World 12 June, 2014

4 There is an immutable conflict at work in life and in business, a constant battle between peace and chaos. Neither can be mastered, but both can be influenced. How you go about that is the key to success. Phil Knight, Nike Co-Founder and Chairman "It's 360 degrees of chaos out there. Ford Fusion, 2014 Television Commercial Image: Munch, Edvard. The Scream National Gallery, Oslo, Norway. Accessed 5 June,

5 Welcome! On the menu for today Table conversation Introduction of Panelists Overview of Workshop AMEC Delegate Survey Results Q & A Period (Panelists and Audience) Breaking through the Chaos Deconstructing the Data Pathway Planning, Collecting, Analysing Final Q & A Period and Wrap-up (Panelists and Audience)

6 Table Conversation

7 At the table Annie Weber Table Conversation Executive Vice President, General Manager, GfK Public Affairs & Corporate Communications, North America Paul Braun Owner & President, Braun Research, North America Ann-Sofie Krol Analysis Manager Nordic Region, Opoint, Stockholm, Sweden

8 Workshop purpose Table Conversation Our how-to workshop is designed to help Give clarity to chaos; and Provide confidence around uncertainty in the data process With purpose in-hand we will Look at your AMEC survey results; Talk about what you want to get out of this workshop; Identify what makes you lose sleep (in the data process); Breaking through the chaos with panelist perspectives on the data pathway; and Wrap up with key take-aways and key learnings to help with future success.

9 AMEC Delegate Survey Results Table Conversation Your concerns with the data process Biggest worries or pain points (accuracy, quality) Domestic and multi-country data anxieties Effectiveness, credibility, complexity Insightful analysis? Actionable results? Challenges in honing goals, messages; creating value for clients

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11 Annie Weber EVP, GfK Public Affairs & Corporate Communications

12 360 Degrees of Chaos: Harnessing the International Data World Where Do You Start?

13 Research is FUN, FASCINATING & FLEXIBLE Use the whole box of crayons! Research Options 2014 Know when, where and how to use each research option to: feed your creativity problem solve work more effectively with research partners

14 Research Serves a Range of Key Objectives #amecsummit Strategic Communication Reputation & Results Issues Monitoring & Management Public Release & Thought Leadership

15 Come Prepared To Color in the Picture Start by visualizing the end: What will the successful finished product look like? What will the headlines be? Then we can draft the research outlines to get there. Need to know: Business objectives Research objectives Where will the research be used and with whom? Target respondents

16 Every #amecsummit Organization, Every Objective, and Every Campaign Has Its Own Stakeholder, Issues & Influence Circuitry Media General Media Business Media Industry Media Government Legislators: International Federal State Local Regulators: International Federal State Local Work Force Employees Perspective Employees Publics General Public On-line Affluent Citizens Ethnic Groups Host Communities Influencers Influentials Activists Industry Consultants NGO s Academia Investors Securities Analysts Portfolio Managers Retail Brokers Individual Shareholders Individual Investors Business Community Distributor Suppliers Business Peers Customers Customers Prospects Which Countries & Why?

17 Design Your Research From the Range of Options #amecsummit Possible Impressions Passive data Syndicated/ Off the Shelf General Population Online Only Qualitative & Open Convenience Self Serve Actions, Attitudes & Outcomes Active Questioning Custom Micro-targeting & Elites/Hard to Reach Real World Too Quantitative & Closed Projectable Full Service & Consulting

18 Defining Ideal Global Research Choose markets with care think ahead to roll up for regional and global analysis/activation Choose partners with care focus on their local/regional expertise and track record Serve a coherent set of end goals Test/deliver consistent messages across markets, but with local nuances and sensitivity Be meaningful within specific markets yet yield comparable results across regions/world

19 Best Practice #1: Coordinate, Design and Execute Globally Comparable results: Slight differences in research design, method, coding can make vendor-to-vendor research difficult to align/compare Economies of scale: One centralized research partner will not try to reinvent the wheel in each country Consistent quality: Accountability: Deliver credible and comparable results and learn from problems for continuous improvement A single research partner coordinating accepts responsibility with multiple vendors, client is responsible

20 Best Practice #2: Interpret Locally Let research partner police region-to-region research quality and comparability but local client/contacts help insure results have impact and meaning locally Avoid Western frame of reference: In writing questionnaires, translation, coding and interpreting results within regions, critical that the point of view reflect those cultures, nationalities, development levels Legal & cultural issues: You often cannot not ask/code all the same things worldwide must learn the local context and nuances work with research partners that can guide you Keep your focus on your business and measurement objectives so research partner can deliver on those objectives

21 Paul A. Braun President, Braun Research, Inc.

22 360 Degrees of Chaos: Harnessing the International Data World Making the Most of the Execution

23 A person who is gifted sees the essential point and leaves the rest as surplus. Thomas Carlyle, Scottish Writer, Scottish philosopher, satirical writer, essayist, historian and teacher On arriving at a town, the first thing is to buy the plan of the town, and the book noting its curiosities. Walk round the ramparts when there are any, go to the top of a steeple to have a view of the town and its environs General Observations by Thomas Jefferson, Travelling notes for Mr. Rutledge and Mr. Shippen, June 3, 1788, based on Jefferson s trip to Europe (including Amsterdam, Utrecht, Cologne, Heidelberg, and Turin )

24 Good measurement requires Goals and a Clear Vision Clear, concise goals A roadmap Simple, smart, good data collection Translating the vision Need to have versus nice to have 99% planning, 1% execution

25 Bringing the Vision into Focus Ordering off a menu Food and market research something in common Every country is different food, landscape, culture, people Cultural nuances are key on any multi-country study Country-specific insight Cultural nuances and norms Laws and regulations Infrastructure Holidays Execution Methodology depends upon geography And whether you are releasing publicly

26 By Harnessing the Details Geography, Sampling, and Quotas Geography depends upon need; Sampling depends upon your respondents How many? Where are they? Who are they? Screening criteria How do they qualify? What plays in Paris could be a no-go in New York City Questionnaire Translations? Which languages? Length multi-country considerations Field period 3 weeks or 3 months? When does the client need data?

27 And Keeping Watch

28 Ensuring Safe Navigation of the Ship Don t forget execution accuracy Your data partner should Care; Communicate; Anticipate and not surprise; Plan ahead and finish on time; Be attentive; Be accurate; and Make it all worth it! An exceptional partner is one you want to choose again. No question.

29 Passport to In-country Knowledge The 10 Vetting Must-Haves in a Partner... Ability Coverage Quality Professionalism Cultural Knowledge Industry knowledge Professionalism Relationship, reliability and responsibility Communication Teamwork Your plan of the town and your eyes and ears and don t travel out of the country without your passport!

30 Ann-Sofie Krol Analysis Manager Nordic Region, Opoint Group

31 360 Degrees of Chaos: Harnessing the International Data World Insights from Big Data

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34 Now, let s take a look at the commercial!

35 Picking your partners Good measurement and evaluation is a mix of: comprehensive and stable media monitoring strong coding and analysis methods great consultants communication (both strategic and operational) media and digital/social media behaviours the cultural eye client perspectives and objectives courage can turn facts into proper insights.

36 And finally

37 Try to put well in practice what you already know; and in so doing, you will in good time, discover the hidden things which you now inquire about. Practice what you know, and it will help to make clear what now you do not know. Rembrandt Harmenszoon van Rijn, Dutch Painter and Etcher Image: Harmenszoon van Rijn, Rembrandt. The Stone Bridges Rijksmuseum, Amsterdam, the Netherlands. Accessed 29 May, and Accessed 29 May,

38 Thank you!