I recently sat down with
Future
of Consumer Intelligence 2014 keynote speaker Magnus
Lindkvist, Trendspotter & Futurologist, who discussed how technology is
not only changing how we do things, but also how we understand the world,
business, and people as well as the emerging space of marketing science.
We are fortunate to have her share her critical insight with
our FOCI community. This year,
FOCI
explores the emerging role of decision science and the convergence of knowledge
points - insights, foresights, social science, marketing science and
intelligence with technology as a central driving force and profound connector.
We are barraged by information - and within this sea of data
we must remember to think of the problem we are trying to solve and how we can
we use this convergence of information to better understand people.
Translating the new "understanding" into future opportunities
means that the role of a researcher is changing. FOCI accelerates disruptive
innovators in the research space and pushes people to take risks, to think
outside of traditional research methods and insights gathering and explore new
and alternative tools and technologies. FOCI will bridge the gap between what
people say they are going to do and what they actually do.
Here is what Magnus had to say:
IIR: A big theme
of this year’s conference is “humanization of data.” Why do you think
understanding PEOPLE (not consumers) presents an opportunity for strategic
action?
Magnus: Because
people have secrets and all opportunities begin as secrets.
IIR: How is
technology not only changing how we do things, but also how we understand the
world, business, and people?
Magnus: It
visualizes the fringes of society in a new way. Before, the mainstream was
dominant by its strength in numbers. But in the ‘thoughtsphere’, a Minnesota
flute tribe or Namibian upstart company can have the same perceived presence as
a king or queen.
IIR: How has
consumer intelligence strategy and action planning helped drive your business?
Magnus: It only
helped early on as I was learning the ropes. Once you grasp the basics, you are
free to challenge them known as "you-have-to-get-an-invite-to-change-music”-paradigm.
IIR: How has the
role of “the researcher” changed?
Magnus: The title
has been completely eroded in that everyone points ”research” these days and
quotes some arcane, Googled study. But I see the role of the good researcher as
having been expanded and deepened in that everything from product innovations
to president reelections use research as their fuel.
IIR: Describe a
situation where you’ve taken a risk or thought outside the box of tradition
market research methods. How did that benefit your business?
Magnus: All
available research said the book business is a dying market. I wrote three books
anyway. They all failed.
IIR: Where do you
see the emerging space of marketing science and role of data scientists in the
next five years?
Magnus: I see a new role emerging called Chief Imagination
Officer or C.Im.O.
IIR: How has the
increasingly connected consumer affected market research?
Magnus: Negatively.
It dilutes opinions. It’s harder to find quirky, off-the-grid people who give
those valuable sideways kind of insights.
Want to hear more from Magnus in person? Join him
at Future of Consumer Intelligence 2014 in Los Angeles, CA in May. Magnus
will be presenting a keynote entitled, “When The Future Begins - A Guide to
Long-Term Thinking” on Wednesday, May 21
st at 12:00 pm. To learn
more about the event and register, click here:
http://bit.ly/1lGi6Ur
** As a reader of our
blog, you get an exclusive 15% discount on your FOCI 2014 pass. Use code FOCI14BLOG when
you register **
