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so good afternoon and welcome to the webinar on how
analyst terms can benefit from the
analyst value survey my name's Duncan Chapple
I am managing director at Kea Company
I'm gonna be stepping through since lines today I've
put together with my colleague in Scotland culturally in congress today
but he not been working on Yemen's the survey ok last few months
what we want to do was firstly step through
some of the findings so way and and
and and give our in you know what these mean
what we're learning about the analyst industry in the way that things are
working out what not what you know of a different routes terms
stalking talking to after that
I want to talk about to services that he and his
has developed these two ways we've
the we found that were able to help if you enlist
times to benefit from the from the inside we got together in the
methodology that we develop
Williams from the survey and we're interested in speaking to lease analyst
hans
about the city we since first people who think you might be comments to this you
know what we think that works inside
you might be interested in getting but secondly you're also
Expo researchers and you know we shouldn't miss something
people mistook contribute I recall in the concessions to a halt to its
to hostels and what we can do to better
should the services so that they are able to meet the needs that
organizations like yours more more
actually and in 30 we're gonna have some time to
open up the cool for questions so the moment everybody
is muted bar
up to I'm coasted through the slides I'm going to
woke up to a tropical and people will ask questions
should also say that we are recording the cool
people whose not been able to attend if you
don't want to you know when you're going to get them
and own and and then when you type your question say this in the lesson and then
I'll unusual name when I speak through it
a view don't want to be identified by 09 name
if you ask the question that I look and and and don't get
and if you prefer you can just ask
line so let's step through the stop system
through the the material and I think what we want to do really
is start with them start with
one of the things that really surprised us the most trauma
from the survey which was then some small terms have a low profile
in the market so people who
are all his cool I'll probably look through their the slides from the
analyst on the survey which
freely available on on SlideShare dotnet
a satin that he is almost certain absolutely
use the slights so far among the things that didn't surprise
course was that the analyst homes tanto in our survey
in the sense that these are the times that most people commented on
were woebegone in force tonight BC
thats completely on surprising you will be shocking if there was anything else
but then it seems the least and it sees a smaller firms
HFS research and you can fit it into the top 10 as you can see it
we started to see some small firms
which were able to get low-profile in the in the survey
and as we so in the in the next we put together
were able to deliver a little value to
to clients who to your clients months ago competitors
people who responded to a survey just to remind you about
about the participants in the survey we had I think 352
participants in in the survey this year
I'm wrong I was funny survey every year since 2000
and spot and and it's the only value it's the only
survey all its tight in the survey looking twin studies specifically
it's the only survey about the analyst industry that serving
analyst uses which you you know which is
which is publicly known about you know that maybe some unknown track at that we
don't know that certain this is the only
study that's tight that we know because it will see me because it's a long eagle
study
you know sleep in doing this regularly more or less the same questions
as the years go by we get more and more X
small suggestions from a so how we can improve the methodologies
through moral questions every year but the cruelest surveys
has been seen since 2000 and the participants in people
who interact with analysts and analysts outputs in
in different ways you may need the most help them directly interact
with that lists some with them read research
from analysts and others are
are in an ecosystem where they meet people who I'm talking about Muslims are
influenced by Muslims
very small number of people came to a survey did none of these things
and the survey noted route to those people straight into the survey
seem to a final thing where they were but two missiles
and in terms of location
OKC enim most the canteen here in Europe
but if not most of the participants in the survey were were in the Americas
wheel with a large chunk here in Europe in the Middle East and then a
substantial
layer also in Nash said
and did key question in the survey
wills which
services are you consuming from
hammerstein's and how far do you value them
and I think it's with leading the stator up for a little while
because what the survey showdowns
unsurprisingly was that your customers
radio man you research and that's that's completely unsurprising research
services a really really popular
research is what is used goal was very interesting
with Anna numbers people who
rated other kinds of services from analyst firms
very highly because if you think a bit larger most firms car
I DC postcards and so on you know 3
they were wrong most at the services %uh
fairly well you know I D C equals has a as a massive events
business donna is definitely the leader when it comes to
inquiry firms INTC does extremely well with with reprint rights:
Forster Gartner both came across very strong in our survey
as providers 0 if i sry stretchy days I think
she forced her slightly over to Ghana
under you missed my memory true Fort strategy
months today's and Ming hit communities perhaps the
least 100 a month that the services well as he was on with force
has a usually ship the age thing
Dame four rounds looking at this study
was actually unsurprisingly research director a very far at
but rather surprisingly when you look at these other all I
is on also quite highly desired also
quite highly a and and
what we'd seen working with its customers I'm so its laurels
times is the key they are not getting
makes rights between between these two firm
services and that means that they're not enriching
the relationship with clients in the way that they could do if they were
providing
a wide range of these these entities
all pottery you know obviously not every organization
kawanzaa community cancel trip a community somebody else you can do that
no every organization to get into the distance sentry gun rights
it's really easy to find somebody will call you and say recruits
you its really really harder as I know from from my time
know them really hard to the assistance business
read something open Oni only was able to be successfully
when it when it builds the most its relationship with its its cousins
certain people with a common media
days possible to partnerships to build successful events this
so in compositions that we'd thunderstorms what we've seen is
generally many organizations on all
understanding how strong the demand is for these are the kinds of services from
iRealSMS
an awesome organizations are not really thinking creatively now
about what they can do 22 by your partner or build
in order to deliver these are services to which the time relationships
in the in the survey we asked about bees
six different kinds all
services an agency we ask people to rate them
whether they were very low low medium-high
who very high in in value Andy what's
extremely interesting is a if you look at which have the services
R-rated as being and medium-haul you very high
always all the services on-scene
as being bounty online three courses
also 72 cents author of for
ok on since the survey lady sings
in medium high or very high services
and that's a real surprise because if you look at well analyst firms are
actually delivering
you fall he worked on 76 cents for example a-bands
times are delivering in communities or
cool series against businesses or have eaten girl
attend a formal were close to support inquiry
cools messy the case with with firms that
you know that the kinda well over a million dollar mark in
ready now all
these are the most tangible services that we asked about how
in in the understanding survey what you'll also seen
is that we also have a whole series less tangible factors
and many of these less tangible actors who also
huge drives about you that we we asked
I'm we asked uses an analyst research
which firms we're delivering the services
with the highest value we found the perception high-value
in the service was correlated with the number intangible things
including and the moms independence
know how independent its findings are trauma its commercial relationships
you know that is clearly a very important thing
in the eyes not only vance's people who were keen
in and around the Amherst industry even he uses
they understand very strongly the enduring value
ok being seen as being independent chrome
from commercial relationships we've also seen
strong correlations in the data between other less tangible
taxes such as the seed influence
I was happy on different on different communities Alliance
so what we've seen is that people can I say shins are delivering the services
after she well Bob if they are
received is being independent perceived as being influential
and uses actually see these as being
more valuable than they would otherwise do you
sensor fascinating thing that you can see that the
impact the money that handles firms have is really
combination all something which is very tangible
and that is the strength of service that is delivering across these
6 lines business but then is also
multiplied by by the reputational
for any particular by its seed independence
and its perceived insurance
those in the history amongst the key findings you there
in there in the survey move on in little bit in a little while to
to step through Ian's light switch talk about how
the solutions that we propose in 20 firms who it would get in touch with us
not many personal
few are getting in touch with us to discuss what we can do
schools to see if there are any questions about the survey itself the
big 12
type into the trackball not knowing it was for too long because somehow
the people my no through the slides already
very diligently review those two just take my word are
questions
and the snow I wanna remove home
little bit further in the Dec just to talk about the two solutions that he
must work together
it so it's really unfortunate income beyond the cool he's a
barry skillful Scottish guy who won't be working with school for a couple years
and he's a p.m. sorry there was a question that I should just move
back to about reprints rights
and are you could write simple to end uses those offenders
and absolutely the the the answer to that
is is actually a little bit surprising primarily
the repair answerable to vendors financially some people who run the
end-user
side also respondents say that that they value repins to cause Atlantic
search for free consulate things that we picked up in
in some quality work as well that we've seen that the
the the impact ok recruits is usually done
on and uses especially in the kinda mid-market
and so sector that all people who all
there are people who were who were not subscribing to the phones
and all not really in a situation where they
where they can justify OkCupid supported by research services
I'm another question about the demographic of the
ok us months a.m. you know we don't have that mean we have their names and
addresses
and blossomed from read the terms and but we
happened we have done a demographic study of them
accepts the we have dater which is that in the charts own slideshow com
that shows their research interests and how the research interests breakdown
across different topics and also we asked to say whether their work in the
public sector and the private sector
all working for vendors stairwell around 20 percent
up this incident on consoles working for and with firms and
there was also a wonderful that you won't be surprised to see that we
removed their opinions from the from the from the results that we could be
published
when things that we are doing in custom studies
is cleansing that information about about demographics and
she because we have 350 people actually wouldn't be that hard to go through
you know her artists getting a manage the dresses
will be quite easy to follow survey in order to
close to that date sounds so that we could do no assistance until such as you
organizations well it would seem to be the most of these people working with
any large organization but
open you the the you
there were no other those the two quick questions thank you so much in place to
knowing her to the people said to contribute questions as well as we go
through
I'm gonna taken simple also and then I'm gonna
move on to talk about and compact metrics which is the first part of the
solution insult to the press
up so Ian is an
a social and and market researcher
who's been working for to 20 times
years also developing them
social and market research for
large organizations principally here here in Europe
I worked with him at lower house which was a
marketing services firm with a strong market research
offer II was employer until the end 2012
and since then we want because he was familiar with the understands that I
but since then evens taken responsibility full
a little the conceited analysis all the data
chrome the communists on the survey
many students who offers the twist on things to to
and was terms down she's starting to deliver
in would too to help organizations to leverage the results from the data
work that's it I should say
one thing soleus now the nation Obama survey
is that you know Ste 350 ci
able sounds like a law but really it's not a huge
on it so huge number of responses in the Grand in the grand scheme of things
in the data that we charted in the and some index which is honoring King
thought the largest homeless terms we introduce a combo
up around forty fives so 40 responses commenting on the phone
first included in the analysis but usually mention
there is an extremely long table the number of films that respondents
to the survey said they were aware 0 was surprisingly high
and that indicates to me that we had a little expert users
who were who who were taking are and in this study
and that these were people who were you know real real may even see the
shopped around the industry and many people working in the Indian market
searchers roles
one of the possibilities that we have IMG are:
in the dates is to build up the a strong
predictive model simply to say you know what that would be observable
factors you know taxes that we look to in this study
which at least one strongly correlated with perceptions a very high mile
so we've built our a tool which allows us to show
how your company stacks up
against which appears in the survey that are interesting to you
and then we're able to use the analysis that we've done by running this
basically a regression model on the data
to wait the different services basic showing how far
quality in various actually its various services
is committed with with we feeling good
about analysts understanding that some is delivering high-value
we could use a simple daschle
that compares usual competitors shows a reason relative strength and weakness
so we've been looking at things like tornado analysis
to see ways that we can show in a graphical way
that even your even your colleagues can understand
new book compared to benefit its to strengthening
one estate 21 service area so that might mean
that the bottleneck to you from developing more value
might be when these tangible actors like that you need to
maybe events just seems to be a bottleneck well maybe not happy
experience
inquires this or he might be
that the bottleneck is in some movies mall relational reputational issues
like independence like like influence
well the so this benchmark aims to do
is very quickly and inexpensively use the day to the survey
in also to show water bottling kids
what are the 10 to prioritise the you should focus on
if you want to improved the value that you are
deliveries constant all seed in delivering to Klein's
causes some smaller organizations you and we might share some anxiety
about how the SoCal signs and in that case it's very easy for us to
did coolly survey to
to large group of people maybe people who
who the Google Permissions receive service from you
very easy for us to custom text and data
he knows it went more information and strengthen the base
but still we would do is preventing this presented in this very simple
a national which gives some pretty strong
management information and is really a powerful tool for organizations
have a strong I asked action
because not every Amazon does have a strong bias full correction
that's part of the reason why in is also developed
a second service which is a much more qualitative
to so the comparative service diagnostic
is a series I'll qualitative
interviews ideally don't face to face routes to and at work around the world
but also
dumb Dom through through video conferencing
when we on speaking to
to sum up your customers and so your competitors customers and potential
customers
and now their experiences at the different services that they are using
which Lisa Moore connected on which of these are less affected
trinkets inside about how you
and day call contrasted how
how people you're trying to sell to r-value 81 really feeling about you
so we do this using up quietly
extensive database about what use is that we built up over the past
term 13 her years and
that gives oz much stronger more qualitative
idea about how should be in housing use
services so my pretty straight forward to work how
which won't to service its unique Renault's
because the question is how she doing homes okay
could be have a good idea if your cell very often what we find is that there
are still issues
old and Klein understanding
and organizations might struggle with people often don't understand what kind
experience is lying
they have been used their own organization as user
they don't understand what slanting the navigate or two
altered to gauge or two
use in different ways to services organization
and if we only intangible level
they certainly don't understand the ways in which it's possible to
to develop and apply the reputation that you have as as an organization
the last thing that's with things that we found the silvery effective ways
all testing discussing new service offerings
you having discussions like this this is given one of our clients
really powerful insight into the way
it should be looking and you I'm
anguish in methodology that it's been working on these clips she's a great
who testing
so that's what I that's what I want to go through in the
in presentation today
I'm going to just calls for a little while and see if there are any questions
that
it what's happened to the China and then
I'm gonna on me the foods I'm using the phone's is always very
risky business because somebody might be in a noisy place and
it might be impossible if you have got to mute button on your phone
then I suggest you mute your phone now unless there's something the
onto ask otherwise not commute from Cincy for any questions
throwing a lonesome alltitles them and then destroy many questions that I will
wide cool thank you parties
so there are no more questions typed into the chapel I'm gonna
on mute and everybody now
either so and well I can see that three
you have me to your friends that's really cool and then find review
so it was a little bit about ground was peace you only fuels
will not send cost
like sleeves
because this is a bit about around my Slackware where you are and
so degree questions that he wants to continue into the
into the conversation any points criticisms
show you a simple so you may have some polls
looking questions completely auction Muslim okay
answered some questions coming in now a.m.
um no we did not ask questions so one question did we have frequency metres
from customers didn't ask
how often they use a says know that's a great question to ask
something we should be considered ending in when we do the next survey in
September
but we didn't ask and that's the kinda question that in a custom study
we could very easy at in really really good question
I see something that I did that I should say that is some
very often we do we do custom analysis for clients
all time was sons when we're helping them to evaluate whether they're
spending
effectively or not Anderson breaching findings that
very often we find is that
damian very small numbers users represent most of the use of an
organization
when they're using analyst research
only so one thing that we've seen Easter
if an organization is offering a full range of services you know it its
opening events and community services and
inquiry cools tendency to use a base
is much wider and stronger is a small segment with people who was who he is as
a person research
and those are often not very powerful people where is the people who tend to
be able to community service is that since the
are you know well that what's in their organization and the people who own
inquiry cools
of intense P decision makers so actually the brain
all use re in which the relationship
because research increasingly looks a little bit
more easily swapped swapped around and
and we found that it was a little bit easier organizations to think about how
churning from one analyst go to another missoni relationship one service here
whether any other now any other questions
yet we we're hoping for a larger sample some
in fact let me just let me rephrase that:
me to be honest mean 350 people I wouldn I would know who works
or you know I would call that a group participants right now
we the with the with numbers that we have
you know I think there are some very very strong findings that which are very
useful when we look
hats at the largest organizations around
bart's what we did what we did
starting to talk to people about what we would love your feedback on
is you know we'll roll
should analyst firms play 18
helping us we lost the survey for the next
that's helping us to enlarge the number of responses to the next survey
when the one hand and most times have absolutely fantastic databases of people
who use the services
on on the other hand you know that maybe some skiing with his
you know the sand berms to circulate a question a remote in time since
question so we definitely weighing up
am weighing up options that think out general feeling is
the every year we do the survey the simple grows
and it seems extremely unlikely that the sample size will be smaller
a suite at the number of respondents will be
will be smaller and but we Wayne
different techniques and we would really welcome suggestions indictments from
previous
about what you think would be really effective ways to broaden out the number
of respondents in Burton study
great question thank you for that
yeah it would be very
to list lines that the questions and what are the things that we have in the
survey's
very long pick list to the topics that people are interested in
and that's a command those are a combination of political topics
and horizontal topics and it seems reasonable for example that if people
are interested in
if you're in the public sector okay that's one demographic weeks to see
slipped out separately but for example if we have people who instantly research
manufacturing buses search and finance
any seems reasonable to think that they might be concerned with that
professionally
so it's possible said mandates a 18 some limited ways
basically if you see an end to variable in the results that are on this launcher
don't miss sites you know that it's possible for us to come in today train
in that way and and the other thing because the Wii weighing up his third
the more questions people in serbia Luis Ponce fritos
and and the number response that we lose
between the first question in the last question is
is it's not pretty hard line but I can we stop with 350 people the first
question remains in the end nothing when the blood 280
something my lowest is still a fair number you know
I were surveys but it could definitely be
good be better then we have to trade off between later
release questions thank you so much
comes other
your questions so you know you are if you can I'm yourselves if you want to
you to ask questions all who tapped into the truck bomb
in country to be this
shown concise as possible so maybe that's why there are no questions I'm
gonna
I'm gonna probably one of the cool ima moment self-indulgent and to see
and thank you so much the Yule your time
I'm gonna follow up with each issue %uh just had another question
and apart from research report Bryant's
any insight into law respondents value communities in stride
dennis et cetera well i mean that is some
mean I think if we come to go back to that shot with the with the tables
when you concede and you know how far these things about you
i spose whole beans impulse stay some qualitative
inside is you know exactly you know will what is the value
comes from you know is in the oven you from repeat rights
offenders is that they're able to use in includes box but I think it would be
very easy to step through
each seasons qualitative interviews and Susi
exactly what is it that people on you about the stupid things
what's the difference in a valuable stretched your day and one which is less
people
the people we've seen with with with
research is there a big economies upscale
and I'm in a salon supposed to have a home
home home advantage I think the question whether these
whether whether influences to teach contact school is very
is very interesting as well blowing away
you know i i think thats kinda kinda internalized by asking about now
about value you know that I think some people non-strategic
rolls and some people are unwilling to squirrels so it's it's the values and
perhaps
and also different people have very different ideas of what is to come with
a strategic
Maciel's people talking about strategic public relations but
knows he home and strategic operations the world
so and how
how far how how far respondents would be able to say
with these things were tactically 0 strategically important
and eventually had a slider bar me ask people to slide from one
syntax 21 since *** chick I'm sure that would say something but I don't
know
into Woodward United would say I think will be more interesting
would be to control them a particular scenarios you know and to say
you know school you know for procurement
how useful these different services for cuban
you since it may be that would be a particular way would be to think a
particular the use cases
when analysts might want to the wet wet wet wet and listen to I'm so this is my
people to their your organization and say
easy these use cases how would you combine because that would help in
response to sell
because there were no actually why is it that people might be communities
you know cool could be loads reasons and I think I think we
we there are many opportunities to dig in and actually understand why is it
that these things are so highly rated
and also once is such a small number of firms in the industry
recapitalize on developing a ruled Julia than any other
questions group will
questions that we had were absolutely fantastic
and my my colleague am my colleague Ian
stop since his apologies on go to the cool
is going to be listened to it so he won't let me sane East
really frustrated that he can't make it looks the family absolutely has to
has come first are he said is your is is something to
right now so and
so thank you so much for the call please email us if you have
up foo questions and I think you might be sleep 1992 slights
I guess your so I will I will email was lights out to you
in a few in a few moments and
and Brady we are hugely excited only
on the stator as you can as Chantelle for
we that we made a presentation we have to slide with reinstating
in selling the services to people also
we r chichi interested in this units on it so much work
and we really interesting conversations that our now about so vain about ways
that we can help
is and whether or not you're interested in buying this survey
so you know physical questions ideas criticisms with no criticisms
and please get in touch with us they'll be recording the school
I'm gonna put online in a little while and
also if you're listening to the since the recording
again please get in touch with me it's some kind of Chapel he company
dot com we could find me online a culture
just google my name you honey mustard in touch with me so many questions comments
criticisms
and please look an awful awful for the webinars if you go to influence the
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/url webinars that we running within one next Thursday on social media
happy get my studies in social media so feel free to keep an eye out for a
witness the week run
John so I'm gonna close the window now thank you
so much glad to see that is useful for something and
and the only state for going to the Investor you scandals
and other people speaking we will see thanks very much well