Mock committees slideshare mamra final 04 05-13
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The document presents a discussion on mock committees as a method to enhance group decision-making by involving multiple stakeholders in a collaborative setting. It highlights the challenges of divergent opinions in traditional approaches and outlines how mock committees can effectively address these issues through role-playing and projective techniques. The presentation was delivered by Jeff Adler at the Mid-Atlantic Marketing Research Association Spring Symposium 2013, emphasizing the importance of understanding stakeholder dynamics in various business contexts.
Mock committees slideshare mamra final 04 05-13
- 1. Mock Committees Unraveling the Group Decision Making Process Note: These are slides from a presentation at the Mid-Atlantic Marketing Research Association Spring Symposium 2013. They were not designed to stand alone without a presenter. For additional information, contact Jeff Adler at the number below. 1355 Piccard Drive Suite #230 Rockville, MD 20850 Phone: 301-840-3850 Email: DC@centracDC.com All slides copyright 息 2007-2013 by Centrac DC, LLC. All rights reserved.
- 2. But first, Who Are We? About Centrac DC Custom Primary Research Quantitative & Qualitative Domestic & International About Jeff Adler, PRC, President LinkedIn: http://www.linkedin.com/in/JeffreyAdler Twitter: www.twitter.com/JCAdler 30+ years MR experience; includes Procter & Gamble B.S.E. Marketing & Decision Sciences, Wharton School, U of PA PRC, Expert Level AMA MR Boot Camp faculty member & annual guest lecturer at Wharton Speaker at IIR, AMA, MRA, SCIP, PMRG & ARF 1st recipient of PMRGs Circle of Excellence Award (2007) 2
- 3. Todays discussion 1. The business challenge 2. The traditional approach 3. Mock Committees 1. What are they 2. Who is involved 3. Why they work 4. How to use to influence business decisions 5. Where they were born / Example applications 6. Executional considerations 3
- 4. The business challenge The group decision multiple stakeholders in various functions / business areas asserting varied & often conflicting degrees of decision making responsibility but all play an integral role in the final purchase decision 4
- 5. Traditional Approach Conduct research among each stakeholder group Divergent opinions of who ultimately makes the call Results in a he said, she said analysis 5
- 6. Mock Committees are born! So why not get everyone talking together 6
- 7. What are they? All stakeholder groups around single table Create fictional committee / assign roles Individuals project their experience / role onto fictional committee Recreate committee meeting including: New product / service pitch Discussion / breakout groups Attempt to reach decision Discuss What worked / didnt work with pitch How could it be done differently 7
- 8. Who is involved? Representatives from all parties involved in final decision from administrative to C-suite Purchasing / CFO Users Product champions Plus client side product / service experts its OK to let them out from behind the glass Moderator / facilitator Sets the stage & keeps group on task 8
- 9. Why they work? Use of projective techniques 9
- 10. Why they work? Use of projective techniques Help verbalize underlying emotions/feelings, attitudes & behavior Depersonalizes controversial thoughts, oppositional roles Project words/thoughts/attitudes of anonymous others Can include use of Metaphorical journey Ambiguous pictures Visualization of the ideal 10
- 11. Why they work? Use of projective techniques Set the stage for a committee meeting at fictional company Ask respondents to imagine they all now work for XYZ Role play Discussion from perspective of: Current role Other decision makers/influencers Argue for/against selection vis--vis competitive selection Anticipated dialogue between decision maker / presenter Imagined thoughts of decision maker / presenter during dialogue 11
- 12. How to use to influence business decisions Gets all the questions / issues on the table Clients can see first hand how product / service will be scrutinized in these meetings Refine / re-write the pitch (dress rehearsal) What could have been done differently? How would they present to their group? Which pitch strategy is most impactful Better train champion 12
- 13. Where they were born? Challenge of purchasing in a hospital Multiple players Decreasing emphasis on user preference (according to user), paired with reluctance of purchasing to assert opinion without user input Created a Mock New Product Approval (or Value Analysis) Committee Gathered Head of Purchasing, Surgeons, Nurses, Product Champion 13
- 14. Example Applications Any B2B purchase with multiple stakeholders & decision makers Devices, Pharmaceuticals & Supplies Software / IT systems Insurance / Benefits Facilities Management / Service Providers Capital Equipment Convention services 14
- 15. Executional Considerations How they differ from traditional focus groups: Longer, allow 2-3 hours minimum Larger, ideally recruit at least 3 people from each title / segment Typically conduct 4 8 groups Depending on # segments Depending on # topics Dont overlook international markets While the product / service may be uniform, the processes certainly are not 15