Post on 13-Aug-2015
Ray Poynter, The Future Place, UK
August Lecture Series 2014
What’s Hot in Market Research?
2014 Platinum Sponsor
Ray Poynter
The Future Place
Ray Poynter, The Future Place, UK
August Lecture Series 2014
Agenda
• Still Hot
• Hot
• Bubbling
• Not So Hot
• What About?
• No Surveys in 20 Years
Ray Poynter, The Future Place, UK
August Lecture Series 2014
Comm-unities
Still Hot
Efficacy
Scalable
Mobiles in Trad. MR
DIY
Ray Poynter, The Future Place, UK
August Lecture Series 2014
Hot
Efficacy
Scalable
In the moment
Micro Surveys
Beacons
Ray Poynter, The Future Place, UK
August Lecture Series 2014
Text Analytics
Text Analytics
Sentiment analysis
Inbound comms analysis
Reaction marketing
Service delivery
Analysis of open-ended data
Bots
Ray Poynter, The Future Place, UK
August Lecture Series 2014
Bubbling
Efficacy
Scalable
Text Analytics
Research Bots
Web Messaging
Ray Poynter, The Future Place, UK
August Lecture Series 2014
Facial Coding
F2F – expert coder
Webcam – expert coder
Fully automated
Uses
Media Packs
Non-MR
Enhancing Qual
Questions
Ray Poynter, The Future Place, UK
August Lecture Series 2014
Social Media Research
I agree most SMR has under delivered, but my company are doing it right.
1. Social is widely used, but to a much smaller extent than was forecast – in MR
2. Most clients I have spoken to have scaled back their SM stuff – within MR
3. Social answers questions we never asked – good, but there is not always a demand for those
4. Social is usually bad at answering clients’ MR questions
Ray Poynter, The Future Place, UK
August Lecture Series 2014
BT Case Study
• BT have identified that Net Easy is a key metric in reducing churn
• DebateScape trawls social media for relevant conversations – Finding relevant comments and treating as CRM in a
workflow situation
– Also delivers key metrics
• ROI? – £2 million cost reduction, per year
– 600,000 contacts dealt with via social, instead of voice
Ray Poynter, The Future Place, UK
August Lecture Series 2014
Not So Hot
Efficacy
Scalable
Social Media
Facial Coding
Web Cam Qual
Ray Poynter, The Future Place, UK
August Lecture Series 2014
What About? Big Data Passive Data Behavioural Economics Gamification Neuroscience Smartphone Ethnography Biometrics Geotracking Wearables Quantified Self / Life Logging
Ray Poynter, The Future Place, UK
August Lecture Series 2014
What About?
Efficacy
Scalable
Big Data
Passive Data
BE
Gami-fication
Neuro-science
Mobile Ethno.
Ray Poynter, The Future Place, UK
August Lecture Series 2014
What About?
Efficacy
Scalable
Big Data
Geo-tracking Wearables
QS, LL
Ray Poynter, The Future Place, UK
August Lecture Series 2014
What does the near future hold?
• Mobile – Traditional
– In the moment, including multi-media
– Location-based research
– Passive
• Participative research – 360° Panels, databases, communities
– Social, mobile, passive, qual, collaboration, survey
Ray Poynter, The Future Place, UK
August Lecture Series 2014
Available Now! Book Launch • ESOMAR Congress Nice, 8 September • Virtutal, NewMR, 11 September
Ray Poynter, The Future Place, UK
August Lecture Series 2014
No Surveys in 20 Years
1. More social media listening.
2. More discussions in social media (MROCs are just the start).
3. More new ways of researching ideas, think online gambling, think Iowa Electronic Markets, think about an eBay of idea information, think life blogging, think web analytics, think CRM, think new models such as Threadless.com.
4. Open-ended research- asking and processing open-ended questions.
5. Using stored data held about panel and community members to ask fewer questions.
At the MRS Conference and then on my blog in March 2010 – No surveys in 20 years.
Ray Poynter, The Future Place, UK
August Lecture Series 2014
A time line for No Surveys
ESOMAR GMR Year
% of Global MR
$ by Survey
Other Quant
Qual Other
2007 51% 32% 14% 3%
2010 56% 24% 13% 7%
2013 53% 24% 17% 6%
2016
2019
Ray Poynter, The Future Place, UK
August Lecture Series 2014
A time line for No Surveys
ESOMAR GMR Year
% of Global MR
$ by Survey
Other Quant
Qual Other
2007 51% 32% 14% 3%
2010 56% 24% 13% 7%
2013 53% 24% 17% 6%
2016 44% 30% 18% 8%
2019 33% 37% 20% 10%
• Red Text is Ray’s guess estimate. • Surveys will remain the single most important tool until about 2018. • And even then it will be the collection of SMR, passive, logging, big data that will be bigger. • I still believe surveys as we know them will be gone from commercial MR by 2030.
Ray Poynter, The Future Place, UK
August Lecture Series 2014
THANK YOU
2014 Platinum Sponsor
Ray Poynter
The Future Place