EXCLUSIVE  In this, the first preview podcast for the upcoming European MR Event in London, John Kearon of BrainJuicer and his roundtable of marketing and business thought-leaders discuss the future of research.

 STARRING 

• Ed Keller, The Keller Fay Group, and co-author, The Influentials
• Prof. Patrick Barwise, LBS, and co-author, Simply Better
• Peter Fisk, The Foundation, and author, Marketing Genius
• John Kearon, Chief Juicer, BrainJuicer (Host)

Learn more about European Market Research Event in London

THANKS
A huge thanks to John Kearon, his roundtable guests, and to Stefanie McGowan and her team at IIR Conferences for their help in producing these podcasts.

TIMELINE [29m59s]
00m00s Introduction.
01m51s The increasing importance of word of mouth (Ed Keller).
04m21s Combining insight and imagination for marketing effectiveness (Peter Fisk).
07m08s Customers value excellence on the basics (Patrick Barwise).
10m52s The close link between WoM and brand perceptions.
12m33s The role of imagination in marketing.
13m48s The state of market research.
24m21s Elevating the importance of research.
27m15s The perfect MR agency.

NOTABLE MENTIONS
Altavista.
Apple.
British Airways.
Ethnography.
Gfk NOP.
Google.
IKEA.
P&G.
ResearchNow.
Shell.
Social networking.
Starbucks.
Tesco.
Toyota.
Tremor panels.
Word of mouth.

QUOTES
“Most word of mouth - our research suggests 90% - takes place face-to-face.” (Ed Keller).

“Word of mouth is twice as important to consumers today as it was 20 years ago.” (Ed Keller).

“Averages are the worst thing that market research can deliver because no one is average.” (Peter Fisk).

“60% of market research remains unused.” (Peter Fisk).

“If you look closely at the real evidence on consumer behaviour … people very rarely choose a brand because it offers something which none of the other brands offer … people choose the brand they think [best delivers] the category benefit.” (Patrick Barwise).

“Google is not a pioneer, it’s a ’simply better’ company.” (Patrick Barwise).

“If you do the boring things very well then you make a lot of money.” (Patrick Barwise).

“The board of Tesco still spends one week every year on the shop floor … in order to know what’s going on at the duck level.” (Patrick Barwise).

“Research departments in themselves are a distraction for organisations. If we abolished research departments then in some ways we’d be better off.” (Peter Fisk).

Music Theatrimus from the PMN

Series:Events Series:EMRE Series:EMRE06