Thinking
That Robot Stole My Job
Should we fear the rise of the machines? Or ‘That robot stole my job’! At ESOMAR’s, 70th anniversary, World Congress from 10-13 September in Amsterdam www.esomar.org/congress we will be presenting a paper on transformational change in the financial services industry, entitled… Are you insured, Scarlett? ‘I can’t think about that right now… I’ll think about that tomorrow’. How MetLife imagined a new future for the insurance industry… and is delivering it today In the run up to this presentation we will be exploring some of the themes touched on in the paper with a weekly blog post. We will also provide a link to the paper and presentation at the end of the Congress. This second blog entitled … Should we fear the...
Who will disrupt the insurance industry?
Disruptive innovation can hurt – if you’re not the one doing the disrupting. Clay Christensen Disruptors appear as a reaction to consumer dissatisfaction with the status quo, in sectors characterised by complacent incumbents. These incumbents have lost their way or at least have failed to keep their finger on the pulse of consumer expectations …. they have failed to realise which way the wind is blowing. In a world of multiplying customer touch points and rapidly changing customer behaviours becoming, and staying, customer focused is increasingly difficult to do. Insurance is perhaps a great example of an industry crying out for a true disrupter at scale. Many insurance brands and their messages seem stuck in the 1950s, with key themes...
Inter-Generational Wealth – an example of ‘Where to Play’ & ‘How to Win’?
“The brown? Or the pink?” According to a recent FT article[1] it’s one of the first questions that digital interface designer InvestCloud asks wealth managers when discussing the two extremes of the website ‘look’ it provides. The article goes on to explain that ‘brown’ features very traditional imagery while ‘pink’ is more contemporary, or at least …less serious with cartoon rockets etc. Brown is for those wealth managers whose client base is more baby boomer, while pink is designed to appeal to millennials. While the language of baby boomers and millennials is easy short-hand, brown vs pink reflects choices … there’s a lot more to it than just a colour palette – the answer to the ‘brown vs pink’ question should...
‘Segments of One’ – myth or reality?
How many segments is too many? At some point we always have this conversation. Clients usually find 4 too few and 12 too many (leave aside that it’s not about how many but rather how you prioritise). So the spectre of ‘segments of one’ leaves us scratching our heads – an existential crisis for those of us who get paid to package the market up into somewhere between 4 and 12 homogenous groups; and paralysing for clients who now have (pick a big number) a million segments of one. But is it? And what does ‘segments of one’ actually mean? In trying to get our collective heads around ‘segments of one’ we keep coming back to the difference between segmentation and...
The Barriers to Effective Segmentation
Three common pitfalls that bedevil segmentation projects For a marketing framework that conceptually makes so much sense, and promises so much, segmentation is a very polarising tool. Great as a concept, but fraught with practical pitfalls. How many of these projects lie ‘gathering dust’ – occasionally remembered but never the catalyst for the business change that was originally intended. Many segmentation, having failed to live up to the hype, quickly and quietly die as people question the relevance, or struggle to make it actionable within the organisation. That is certainly not to say that segmentation is always a waste of time and resource, but “despite decades of research and many refinements in the basic model, the segmentation process creates very...
Getting Along With Less Cheese
At ESOMAR’s, 70th anniversary, World Congress from 10-13 September in Amsterdam www.esomar.org/congress we will be presenting a paper on transformational change in the financial services industry, entitled… Are you insured, Scarlett? ‘I can't think about that right now… I’ll think about that tomorrow’. How MetLife imagined a new future for the insurance industry… and is delivering it today In the run up to this presentation we will be exploring some of the themes touched on in the paper with a weekly blog post. We will also provide a link to the paper and presentation at the end of the Congress. Our third blog… ‘Getting along with less cheese’ is the first of two that explore the changing nature of retirement Read the third...
That Robot Stole My Job
Should we fear the rise of the machines? Or ‘That robot stole my job’! At ESOMAR’s, 70th anniversary, World Congress from 10-13 September in Amsterdam www.esomar.org/congress we will be presenting a paper on transformational change in the financial services industry, entitled… Are you insured, Scarlett? ‘I can’t think about that right now… I’ll think about that tomorrow’. How MetLife imagined a new future for the insurance industry… and is delivering it today In the run up to this presentation we will be exploring some of the themes touched on in the paper with a weekly blog post. We will also provide a link to the paper and presentation at the end of the Congress. This second blog entitled … Should we fear the...
Game changers in patient research: Wearable Technology  
We recently introduced our “game changers” series, looking at why the patient journey is such an integral part of healthcare brand strategy and planning. It’s our belief that achieving a rich, detailed, and insightful view of the patient journey should be the gold standard for healthcare marketers, and in our upcoming series of articles, we want to explore some of the new and innovative ways we can do this. In our last article, we discussed the role of mobile technologies in helping to better capture the in-the-moment details of the patient journey, and today we will continue our “game changers” series by discussing wearable technology. Wearable Technology There’s been a “buzz” around wearables in the research industry for some time....
Game changers in patient research: mobile technologies and applications
We recently introduced our “game changers” series, looking at why the patient journey is such an integral part of healthcare brand strategy and planning. It’s our belief that achieving a rich, detailed, and insightful view of the patient journey should be the gold standard for healthcare marketers, and in our upcoming series of articles, we want to explore some of the new and innovative ways we can do this. Over the course of the next few weeks we will look at the role of mobile, wearable, social and online technologies and how they affect the way we can research today’s patient experience.  Today’s article will start with mobile technologies and applications. Mobile economy We’ve all seen and heard the numbers...