Author: Joaquim Bretcha (page 1 of 2)

Me presento a Presidente de ESOMAR 2019-2020

Gracias por tu interés en mi candidatura para la Presidencia de ESOMAR 2019-2020. Me gusta compartir contigo mi “programa”. Asimismo, con los distintos posts que he añadido a este blog podrás conocer mejor mis ideas. Espero que te gusten y me encantaría tener tu opinión. ESOMAR es comunidad, nos corresponde a nosotros definir su futuro.

“Cuando creíamos que teníamos todas las respuestas, de pronto cambiaron todas las preguntas” (Mario Benedetti, 1920-2009)

La digitalización de nuestras sociedades nos ha llevado a una nueva era. No estamos ante una era de Cambio, sino estamos en un cambio de Era.

Como comunidad, a los investigadores de mercado nos ha tomado un tiempo ser plenamente conscientes de la profundidad e intensidad del impacto producido por la digitalización sobre el foco de nuestra actividad: el consumidor-ciudadano. Durante los últimos años, todos hemos leído, reflexionado, discutido e incluso, muchos, escrito sobre ello. Y, lo más importante, hemos tomado acción. Esta acción está transformando nuestra industria.

Las nuevas necesidades de los clientes finales, los usuarios de la investigación, son los principales motores de este cambio. “Más rápido, mejor, más barato” es el nuevo principio rector acompañado de Automatizacion e Inteligencia Artificial. Todo ello está diversificando nuestra comunidad de investigación e insights. Me gusta decir que si, en el pasado, ESOMAR podía ser una comunidad del tipo Gentlemens Club, la típica de James Bond, hoy, nos parecemos más a la cantina intergaláctica de Star Wars. Las especies de nuestra comunidad se están diversificando día a día. Estas nuevas especies traen unos nuevos conocimientos, mentalidades, habilidades e incluso lenguajes. Todo ello contribuye a mejorar la consecución de nuestro objetivo: entender a las personas.

Estoy convencido de que nuestros dos principales retos como ESOMAR son el crecimiento y diversificación de nuestra comunidad, así como continuamente adaptar nuestros estándares de calidad a las demandas de nuestra sociedad digital, en particular aquellas referentes a la ética y privacidad. Los principales pilares sobre los que debemos basarnos son nuestro Código de Conducta, nuestra capacidad de autorregulación, la creación de conocimiento así como el constante intercambio de mejores experiencias a nivel global. Estas son las claves para mantener nuestra profesión relevante.

En concreto, las tres prioridades que propongo son:

1. Ayudar a los miembros actuales de ESOMAR a adaptarse y aprovechar al máximo el nuevo ecosistema, en permanente cambio acelerado, de Insights.

2.- Atraer a los nuevos jugadores provenientes de aproximaciones tecnológicas y de análisis de datos. Todos compartimos el mismo objetivo, con lo que necesitamos estar más integrados y complementarnos bajo el paraguas del Código de Ética.

3.- Elevar nuestra profesión y conseguir una voz mucho más potente. Una voz que nos permita hacernos oír ante los legisladores, ante los consejos directivos de las empresas usuarias de insights y ante la juventud, el nuevo talento que se incorpora a nuestra industria.

Mis dos pasados mandatos como miembro del Consejo de ESOMAR, me han permitido conectar con profesionales de la investigación de mercados e Insights de todo el mundo. Me han permitido captar el estado global de nuestra profesión, sus fortalezas y retos. Al mismo tiempo, yo personalmente he hecho esta transición al mundo digital. Estas vivencias, mi experiencia profesional, habilidades y voluntad por promover la asociación me animan a presentar mi candidatura para la Presidencia de ESOMAR. Me encantaría poder contribuir con la ayuda del nuevo Consejo, el equipo de ESOAMR y todos los miembros a fortalecer los tan necesarios puentes entre continentes y prácticas. Muchas gracias

Mi más sincero agradecimiento a las personas que públicamente me apoyan:

Dieter Korczak . Former ESOMAR President.  Head of GP Forschungsgruppe

Judith Passingham.  CEO, Ipsos Global Operations & Ipsos Interactive Services (IIS) at Ipsos

Simon Chadwick. Managing Partner at Cambiar. Former Insights Association President

Cristina Quental.  Vice President, Marketing Insights & Strategic Planning Sands China

Dan Foreman . Former ESOMAR President. Chairman, Non Executive Director and Advisor

2018: ¡Vaya año!

2018 ha sido un año muy intenso. He tenido la oportunidad de presentar investigaciones de mercado así como representar a ESOMAR en Europa, Norte América, Latino América y Asia Pacífico. Y el año todavía no ha terminado!

AMSTERDAM

Foto 18 2

MAY

June

July

August

 

Cuando “Agile” se declina con Creatividad

Artículo publicado en la revista I&M de AEDEMO (Septiembre 2018)

Cuando “Agile” se declina con Creatividad La digitalización de nuestras sociedades y vidas ha afectado de lleno la profesión del investigador de mercados. La tecnología está en el centro de todas las agendas. Sin embargo, debermos recordar siempre que la tecnología es un facilitador. El motor es la creatividad. Os comparto la experiencia de la agencia neerlandesa MARE ideadora de un pop-up store de market research en la Estación Central de Amsterdam. Mi aportación a la revista I&M de Aedemo : https://bit.ly/2xWoJfF

Agile Aedemo

My TEDx Experience

This TEDx Talk was release in Royal Tunbridge Wells (England) on June 2017

Being up in the air is one of the traits shared by many of us on Linkedin. Although we no longer enjoy the glamour that air travel used to have before the “low cost” era, travelling for business is still perceived as very attractive. However, only those that spend a big portion of their time travelling know the challenges that a lack of routine brings in our daily life. Funnily enough, in all my years of travelling I have seldom had a conversation focused on the cons. I guess we prefer to focus on the advantages, which are many. And reflecting on the advantages was the aim of my presentation on how I enjoy travelling for business at the TEDx Talk I gave in Royal Tunbridge Wells (England) last June.

Delivering a TEDx Talk is per se already a challenge. Once I have done it all I can say is that it is an outstanding experience. It is not a standard talk in front of a big audience. It is more than this. You really feel the pressure of the TED brand. You know that you will not only be “judged” by the live audience but by everybody that will watch the TEDx video. So, how good or bad you deliver it will not just be erased from the audience’s memory but will remain on the net forever. Rather worrying, isn’t it?

The challenge starts when deciding the subject you want to talk about. From my experience, the first big step to overcome is to define the topic that you can talk about with some authority and construct a personal speech. I have not crossed the Ocean in a sole sailing trip. I have not founded a successful company. Neither have I overcome an extremely painful life situation. So, the first question to sort out was “what can I, a person coming from Barcelona, talk about with some authority to an English and later international audience?”

When I picked the subject of travelling for business my first thoughts were: “Will there be anybody interested in hearing my story? I am not unique and there certainly are thousands of people with a much longer and richer experience than mine. Why the heck should I think I have an authority on this”. It certainly is an exercise in humility.

So, once the subject is defined, the next step is to create an appealing story. For some months, the story was being created in my mind using those spare moments between flights. Disconnected unstructured ideas that come and go in the mind’s cloud. Certain discomfort appeared when I started to be aware that the organization committee was promoting me as a “travel writer” and sending the message that I would bring my view on the town. A town that I had never been to before and that I would only spend 20 hours in. This evidence pushed the “panic button”. Those ideas on the cloud urgently needed to be put on the ground. This is what I did on the evening of a Saturday three weeks before the event. I sat down in front of my computer and started to write down the story I had in my head. This script was essential. A 5-page composition that served as the base of the speech.

Once I had the validation that it could be an interesting story of a couple of friends and, particularly, of the excellent TEDxRTW content curator Lizzie Bentley-Browers, a fast conversion of words into minutes indicated to me that I had to convert the initial 5 pages into 3. Wow! What an exercise in concision and distillation. A true exercise of sacrifice and trade-offs. I must confess that this distillation and constant improvement of my story was the part of the process that I enjoyed the most.

So, I had the story. A written one. It was time to make it come alive. It was in the alleys of Schiphol airport, taking advantage of a severe delay in my flight, that the speech was memorized. As an amateur actor I went on reading and memorizing it until I had it. I was then capable of delivering it by heart.

I was now ready to fly to London. I took my eldest son to make him live this unique experience together with me. On Saturday morning, time for rehearsal. After the rehearsal, I was told to cut my presentation by at least a 20%. Jesus! What can I sacrifice? I had already set the speech to an extent that I estimated it was fit for purpose. At this precise moment, I was reminded once again that we can always be more precise. So, I started to delete slides on spot. Later, in the rented apartment, I removed and rephrased paragraphs and had to memorise the amended text.

The moment of truth arrived. What a moment! I was there in a real theatre treated as a real actor. The backstage was full of activity and the front full of an audience of 700 people eager to be inspired. Strangely enough, I was calm. When I was presented, I just went on to the stage and stood on the little red round carpet. I could not see anything but the flashlight and the dust floating in the air. There was complete silence. It was then that I experienced that I was in control of what was going to happen in the minds of those people for the next 10 minutes. It is a strange sensation. It was me the one that could interrupt that silence. I did not start until my inner voice said “Vinga (GO)”. And I started to deliver the first sentences of my script. To my surprise, I felt that my mind was completely empty trying to connect to the memorized speech. Suddenly little voices started to appear trying to replace the big inner voice: “you are mispronouncing this word”, “you will forget about the next paragraph”, “don’t be so serious”, “smile”, “why are you bouncing?”… Oh dear, I had to fight against those little saboteur voices. This was a constant fight until the end of the speech.

So, what you are about to watch is an exercise of me overcoming a challenge from A to Z. From conception to delivery. I strongly recommend you live such an experience. And in case you have already experienced it, I will be more than happy to get your feedback.

I hope you like my take and find my reflections useful to triumph over the difficulties you find when travelling for business.

You Can Dance in a Hurricane But Only If You Stand in the Eye

Article posted on Greenbook’s blog on May 15th

https://bit.ly/2m579Ri

greenbook

Editor’s Note: This post is part of our Big Ideas series, a column highlighting the innovative thinking and thought leadership at IIeX events around the world. Joaquim Bretcha will be speaking at IIeX North America (June 11-13 in Atlanta). If you like this article, you’ll LOVE IIeX North America. Click here to learn more.

What were you doing in 2007? What was the focus of your attention? These questions often come to mind while reading Thomas Friedman’s latest bestseller, Thank You for Being Late. In his book, Friedman states that for the record 2007 is not just the year in which Steve Jobs surprised the world with a new device, the iPhone. According to the three-time Pulitzer Prize winner, 2007 is the year the world started reshaping. The basis of big data, cloud computing, open source platforms, artificial intelligence, social media, mobility, and the clean power revolution among others began to pick up the pace. Since 2007, the pace of technological and societal change has become faster than ever. The continuous challenge is determining how to adapt. Will change destroy us or will we dare to dance?

We are experiencing three exponential changes accelerating at hurricane-like speeds: The Market, Mother Nature, and Moore’s Law. The Market is a combination of the digitization and globalization of our societies that have moved from interconnected to hyper-connected to interdependent. Mother Nature refers to the climate change, the biodiversity loss, and the population growth. Moore’s Law is the accomplished prediction of Intel’s co-founder by which the speed and power of microchips have doubled every 24 months since 1965. The combination of the three is reshaping the world. Especially affecting 5 realms, which Friedman outlines in his book: Politics, Geopolitics, Workplace, Ethics, and Community. The realm of market research has not been an exception, either.

These changes caught our industry by surprise, particularly in a technological sense. While distracted by the accuracy and representativeness of the online methodology, an explosion of alternatives started to show up. The wind blew tech-driven start-ups, landing them in the market research arena by accident. Companies with no prior knowledge of market research discovered that their solutions allowed our industry to either obtain new consumer insights or a more efficient way of processing information.

In a stark manner, we could say that the technology revolution in the market research world has been led by “outsiders”. This created a technological whirlwind of confusion, filling the air with a mist of buzzwords such as agile, automation, DIY, artificial intelligence, gamification, behavioral data, big data, text analytics, virtual reality, uberization, data visualization… the list goes on.

My role as a member of the ESOMAR council allows me to interact with many players in the industry– many who in fact have some concerns. As the years go by and the changes continually accelerate, insight purchasers mention how traditional market researchers have struggled to adapt. My response has been, “How have you led your research partners in this adoption?” While we still face many challenges, my perspective is that the profession is beginning to see through the technology mist.

Technology has finally come to the center of our industry, into the eye of the storm. There is no longer any doubt that because of digitalization, the palette of datasets is exponentially increasing at the speed of light. We are also taking into account that our respondents are now holistic digital data generators. As a profession, we are learning to harness these changes in order to increase our relevance and fulfill our missions. We will make it through the storm by integrating the capabilities and rigour of traditional researchers and the abilities and algorithms from the digital data scientists. In the end, market research is still about people understanding people. And technology is just the enabler.

The forecast for the future is that change will continue to accelerate before our very eyes. But, by adapting, we can take these changes by the storm to better the industry. Paraphrasing Brandi Carlile’s song “The Eye” (the theme song of Thomas Friedman’s book), “You can dance in a hurricane but only if you stand in the eye”. Our profession will succeed amidst this storm only if we thrive in framing the eye of the hurricane. The eye is the stable dynamic platform from which our enlarged community becomes more relevant than ever before. Let’s dance!

 

 

Trust Generation: the must have asset when dealing with People’s Private Information

Article posted on the GRBN’s newsletter on July 23rd

https://bit.ly/2vBRw8S

GRBN

Before the first self-service grocery store, Piggly Wiggly, opened in 1916 in Memphis, Tennessee, customers had to give their shopping lists to clerks, who would then pick out the goods. It was a personal interaction in which the clerk developed a deep knowledge of the customers preferences. The act of shopping became to some extent anonymised. The introduction of the scanner on the 26th June 1974 in Marsh Super Market, Troy (Ohio) introduced detailed shopping information at a large scale. Later on, without losing anonymity, shopping lists became more personal again with the introduction of the Loyalty Cards in the 1990s (Kroger, Safeway, Tesco). With Loyalty Cards, retailers were able to establish a personal relationship with customers at a massive scale. Furthermore, a new turn of the screw was brought by e-commerce and predictive model, which use all sorts of individual-specific details.

Until very recently, market researchers have almost exclusively interacted with respondents in a pre-Piggly Wiggly model: a one-on-one relationship between the researcher and the survey participant. Following the ICC-ESOMAR ethics code, personal information is consistently removed. It is very easy to separate personal from declared data and get an anonymised sample for analysis.

However, technology disrupted this peaceful model. Researchers live in the digital world as well as their subjects of analysis. The more our lives get digital the more the data collection must be digital. If researchers want to holistically understand their customers they need to know what they do on their desktops or mobile devices in terms of online searches, browsing or apps usage. Furthermore, data related to their environment such as geolocation or audio detection and matching is also gathered to complement the analysis. Thus, we can say that in the last 10 years researchers have faced the challenges retailers experienced in 90.

Survey and behavioral data complement each other, providing a 360º view of the consumer: opinion and behavior. But they are radically different regarding anonymity. While PII can be easily removed from survey data, it is deeply embedded in clickstream behavioral data (a collection of visited URLs), geolocation or audio detected data. A simple inspection into it makes it possible to identify 85% of the users (“How to protect privacy in Big Data”, ESOMAR 2016). In fact, browsing data from two users sharing a device can be easily separated by simply inspecting clickstream data (“Who is who with behavioral data”, ESOMAR 2017).

The variety of datasets available in the market encourage the collaboration among different companies. The challenge in sharing clickstream data with third parties is to avoid violating individual’s privacy rights, as defined in the GDPR. This intricacy must be tackled from two different angles. On one hand, a refined Machine Learning model must be capable of masking all PII information. And on the other hand, this model can only be successful as long as companies are trustworthy enough to make people as long as share their personal information without hesitation.

Entrevista Talkin18 (Lima, Perú)

Tras mi conferencia de apertura de la Conferencia Talkin18 de Perú, tuve el gusto de contestar algunas preguntas para Mercado Negro

https://bit.ly/2Nh9LLT

Talkin18

Entrevista a Mercado Negro (Perú)

Entrevista en Perú previa a la Conferencia Talkin18 organizada por APEIM y ANDA Perú

https://bit.ly/2D3C5N4

 

Mercado Negro

Entrevista en la Revista ANDA Perú

Invitado como el Keynote Speaker de la Conferencia Talkin18 organizada por APEIM y ANDA Perú ,  fue un placer contestar esta entrevista

http://www.cecosami.com/pageflip/RevistaAndaJunio2018/8/

 

ANDA

The Mobile World Congress From a Market Researcher’s Perspective

Post published on the Netquest blog on March 15th

https://bit.ly/2tYgHEr

Barcelona hosted the annual Mobile World Conference (MWC2018) during the last week of February. For one week, the Catalan city became a showroom of the latest technologies in mobility. What used to be the place for big telephone manufacturers to release their latest features is now a platform for mobile data; data in all its terms: generation, collection, transmission, analysis and implementation.

About 110k people around the globe attended this year’s event. Making the MWC the perfect opportunity for Netquest, as we were founded and are headquartered in Barcelona, to reconnect and meet with colleagues, find out about the latest technology trends and showcase our services and products to companies outside the market research industry.

2018 Looks a Lot Like 2025

Before diving deeper into how the MWC felt like a sci-fi event, I want to share with you some research I did before attending. First, I watched Jodie Foster’s Black Mirror episode “Arkangel”. Second, I read the 2013 McKinsey’s “Disruptive technologies: Advances that will transform life, business, and the global economy” report.

Below, are McKinsey’s predictions for 2025, which were released in 2013. According to this report, in 2025 the most impactful technologies that will determine our societies are:

McKinsey

If we look at social media conversations held during the MWC, which were analysed by Brandwatch, we can see the topics the attendees discussed mirror McKinsey’s predictions. But, keep in mind, it’s 2018 not 2025. Looks like we may be moving along faster than anticipated.

BrandWatch Social Media listening on MWC2018

The Star of the Show

The clear star of the MWC was the new wireless technology, 5G. The capabilities of 5G will bring much faster speeds along with lower latency. This will definitely open the flood gates for expanding possibilities for the Internet of Things (IoT), smart homes, 3D, virtual reality and much more. With this 5G announcement, IoT will start to be less of a buzzword and more of a reality. This holds true especially with researchers, with IoT an immense new pond of datasets will provide a more holistic view of consumer behavior.

5G compared to 4G

Driving Full Speed into the Digital Age

While experiencing the entire MWC, it was clear that McKinsey’s list was well represented. In essence the MWC is all about data. It’s a feast of information about data collection devices and sensors, and this year the automobile seemed to be discussed as the most impactful device.

The automobile industry may be the best example of the industrial revolution 4.0. The industry is experiencing so many exciting shifts: a fueling change (electric cars), an ownership paradigm change (rideshare), a driving/experience revolution (autonomous cars), and more. The automobile is becoming a device purely connected to the passenger, which means more data like we’ve never seen before.

The automobile industry is leaving the mechanical era behind and is embracing digital age. As a result, automobiles have and will continue to become immense data generators. Data generated and treated by artificial intelligence and machine learning that will entirely change the experience of mobility.

Automobile is a key star of the Digital space

The Road Ahead for Market Researchers

Transformations of all kinds were exposed at the Congress: From the simplest integration of the smartphone with the car, to the artificial intelligence applied to the autonomous car, to the new mobility solutions combined with air drones.

I believe this is a new opportunity for market researchers. Automobile companies are at their most prominent strategic crossroad since the 1970s petrol crisis. From a market research standpoint, all these new and wide datasets offer a new context to understand consumers and therefore, open new business opportunities. If market research wants to stay relevant in this sector, we must consider our capabilities with the automobile industry.

MR and VR: A Marriage

The other predominant technology shown during the Congress was Virtual Reality (VR). Different manufacturers and service providers discussed this hot topic all throughout the event. To be honest, I have always been a bit sceptical with VR. By the time MWC was over, I was wowed by VR!

There is no question that VR is the perfect match for gaming. But, what about market research? I can recall the good paper presented by Narith Pahn, VP Ipsos US at the Esomar Big Data Conference 2017 in Brooklyn. It was an interesting comparison between how a car clinic is traditionally run versus the one implemented with VR. Astonishingly, results were quite balanced. What made me give credibility to it was that Narith openly shared the current blind spots of VR. This methodology can certainly be very useful for market research purposes beyond car clinics.

Any event that requires a visual context to observe people’s decisions is capable of being conducted with VR: in-store shopping decisions, fashion choices, customer experience, the list goes on.

One week later, I was actually fortunate enough to see virtual reality applied to market research at the Kantar Solutions booth during the Insight Show in London. My good colleague Juergen Van Leeuwen showed me the real application in the retail arena and gave me some context of its applications:

The headset is just a part of it; the most visible but not the most relevant. The most relevant is what happens on the big screen, when we move from a personal to a group experience. Manufacturers and retailers can work on the optimization of a category counting with the visual of VR combined with the complete information of the SKUs and category’s performance (retailer’s data, consumer panel, retail panel, ad-hoc…)

Artificial Intelligence (AI) and Machine Learning (ML) were some of the underlying elements in all the exhibited solutions for market research. From generic applications to very particular scenarios such as in the field of healthcare and wellbeing to data analysis to geolocation.

Other Notes

To my positive surprise, Privacy, the GDPRID securitisation were very present as well as transactions security solutions (Blockchain already showing its footprint that for sure will be incremental). As market researchers, our primary element is the data obtained by our interaction with people. It is in our interest to back and promote a safeguarded digital environment.

In Essence

The Mobile World Congress is a must-attend show. The latest of the latest is exhibited. What is certain is that the MWC is no longer only about devices. It is about Data. Data will be the propeller of the engine of the new economy. This data will be generated from devices and experiences that are far from the traditional market research scope. I left the exhibition hall with this question: how are market research companies getting ready for this data revolution?

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