Transcript Market Research and High Technology

High Technology - After The Fall
A Presentation to the Ottawa Chapter
of the PMRS
Rob Woyzbun
Managing Partner
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Research and the Tech Sector
Trials and Tribulations
How the technology sector can better
take advantage of MR
or
How can the MR community “stepup”
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Research and the Tech Sector
Presentation Overview
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The state of the sector
In vivo observations
The psychology of a tech firm
Suggestions
Wrap up and discussion
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Research and the Tech Sector
State of the Sector - Plus ça Change
Spending / earnings / capital
Incredibly competitive
Pace of change
Customers battered and bruised
Smart companies are INVESTING
Buyers of research?
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Research and the Tech Sector
Implications / Predictions
Rock solid BP and BC
Better marketing / positioning
REALLY care, understand customers
MR projects on the money path
Revenue
Tactics
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Research and the Tech Sector
MR Psychology
“We’d do more research if we could afford it”
“We learn everything we need from the sales
team”
“Everyone knows market research is just smoke
and mirrors ...”
“all this analysis is for weaklings - we’re
entrepreneurs here - our gut is all we need”
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Research and the Tech Sector
Missing the Point?
Technology sector culture and values
not externally oriented
+
Research industry has poor “visibility”
into/within the executive (C) suite
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Research and the Tech Sector
Why is This So Wrong?
Because Canada will not able to
compete effectively on a international
scale.
We will not be able to build
sustainable, knowledge / learning
based enterprises, economy
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Research and the Tech Sector
Evidence?
A. DeGeus HBR,88 - learning organizations are more competitive:
“The ability to learn faster than your competitors may be the
only sustainable competitve advantage.
B. Deshpande and Webster (JofMR, 89) - cultural of a true
learning organization - market orientation and
entrepreneurship.
C. Slater & Narver (JofM, 95) - described market orientation as
principle foundation of the learning orientation.
D. Day (CA Mgt. Review, 94): - “A market driven culture supports
the value of market intelligence and the necessity of
functionally coordinated actions directed at gaining a
competitive advantage.”
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Research and the Tech Sector
What’s The Solution?
success = learning culture
learning culture = market culture
market culture = market research
market research = success
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Research and the Tech Sector
What’s The Solution?
success = learning culture
learning culture = market culture
market culture = market research
market research ≠ success
?
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Research and the Tech Sector
Barriers / Challenges - Client Side
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Culture and market orientation
Tax incentives
Marketing - “service” and silos
Bias towards “pure” science or
engineering
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Research and the Tech Sector
Barriers / Challenges - MR Side
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MR is not at the table
Sketchy business cases
Give clients what they ask for
vs. what they need?
Bias towards the “technical”
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Research and the Tech Sector
What To Do? - Client Side
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Build / Reform Marketing culture
Advocate tax relief
Manage / secure the BUDGET
Move MR projects closer to $$$
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Research and the Tech Sector
What to Do? - Service Side
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Evolve the species
Evangelize
Making better client business
case
Balance - strategic partner vs.
service provider
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Research and the Tech Sector
Wrap Up
The tech sector has tremendous
opportunity to better leverage MR
Client culture change is required
The MR community can step up
THANK YOU!
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