Este modelo traz a sustentabilidade no tecido da pesquisa de mercado acessando novos públicos emergentes para descobrir conhecimento mais profundo de uma forma mais respeitosa e proporcionar benefícios a longo prazo para as comunidades.
MESH The Experience Agency – United Kingdom
This model brings sustainability into the fabric of market research accessing new emerging audiences to uncover deeper insight in a more respectful way whilst providing long term benefits to communities.
Development Stage: Go-to-market
About The Idea
Sustainable Research is born out of the need to find a more ethical and effective way to conduct research, particularly in emerging markets amongst the 1.7 billion people who are growing in wealth, are not on online panels and may not be able to read and write.
This is a different approach because it’s not old fashioned CSR, it builds sustainability into the fabric of the research design and changes the relationship between client, researcher and participant.
The insight generated from the pilot is extraordinary:
· State-of-the-art methodologies were combined with a difficult to reach audience. Results have challenged PepsiCo’s stakeholders’ perceptions of WHICH touchpoints to activate and withwhat messaging through applying award winning Real-time Experience Tracking (RET) and pioneering Customer Network interviewing.
· When PepsiCo marketers speak to people in favelas face to face (which would be impossible without introduction from community leaders), see their daily lives and know their names, the impact is greater when it comes to marketing decision-making. Marketers came away from our live event moved as well as informed.
· Working with the communities over the long term, with a variety of different research techniques delivers a depth of insight rarely seen in commercial market research.
Sustainable Research addresses 3 key global insights needs:
· It connects with difficult to reach and highly contested emerging classes. As new audiences emerge for clients to market to, insight on them becomes important to gain share of basket and loyalty. The 1.7bn ‘forgotten’ and now emerging people are where clients are investing.
· Taking an ethical and sustainable approach is vital for all major corporates. Embracing sustainability helps market research get recognition beyond marketing and into the board room. Work from the PepsiCo pilot has been recognised and praised at the global corporate level.
· Instead of dying on a page, insights live in client stakeholders’ hearts, ensuring their decisions are highly aligned to the needs of their new customers. Technology and innovative market research techniques are harnessed to provide multiple views and a rich longitudinal databank to answer key client questions. Sustainable Research doesn’t just provide insight it acts as a change agent within the client organisation.
Whilst industry innovation is largely focussed on ‘tech’, Sustainable Research addresses business needs. The approach re-engineers what we do to improve on old models – such as creating a more respectful relationship with members (rather than disposable respondents). We are developing real life communities rather than MROCs or panels.
Market potential is huge because it is currently untapped.
· Of 7 billion world population, 1.7 billion are ‘forgotten’ but emerging
· These are the customers many of our clients are looking to attract now, whether for soft drinks or cars. Market Research budgets are moving from developed countries to emerging markets and we are seeing the most growth in Asia and Latin America as an industry.
· Taking a sustainable approach is attractive to corporates unlocking budgets as well as insights!
The Sustainable Research model becomes easily scaleable when MESH combines with fieldwork partners. Each of the 3 communities in Sao Paulo has over 200,000 members to tap into. The key to making the model work is to recruit good community leaders who engender action from their local members.
Implementing any piece of research within the Sustainable Research structure is easier than through traditional methods because engagement levels are higher.