Ipsos  IOTX  –  Technology  Point-­‐Of-­‐View  and  Compe<<ve  Benchmark  RESEARCH  FUTURES  GROUP–  August  8,  2011  

WIRED  FOR  REAL  TIME:  The  Technology  Future  of  Marke<ng  Research.  

WE  ARE  PLANNING  FOR  WHAT’S  NEXT  

We actively seek, observe and

experiment with new technologies.

With curiosity, passion and process, we

are creating the future, helping clients

solve business problems more quickly,

efficiently with an entrepreneurial spirit.

.

Global business demands and disruptive market realities are moving the world’s largest brands to

create agile processes and on-demand, entrepreneurial business cultures. Information and data

fuel these new “networked” intelligence enterprises where continuous insight will work harder to

solve the everyday need and the universal, big picture business problems of the future.

Insight in real time.

SPEED TO MARKET

DECISIVE ACTIONS

TECHNOLOGY EVOLUTION

GLOBAL  BRANDS  

INTEGRATED DATA

SOLUTION SET SERVICES

DEMAND  TRANSFORMATION  

NEW  COMPETITION  &  OPPORTUNITY  

The world is opening up for companies that previously couldn’t afford the research and analytics data that is now readily available on the Internet.

… research and analytics are now very inexpensive, and that’s causing the traditional CMO world to change.” …marketing analysts will need to be steeped in mathematics and statistics skills.

4  June 03, 2011 CMO.com/McKinsey

"The  simple  answer  is  (for  P&G)  to  run  the  business  in  real-­‐<me,  the  ability  to  predict  what  is  going  to  happen.    For  that  it  is  very  important  for  us…  to  accelerate  decision-­‐making  and  to  be  able  to  respond  on  the  fly  in  a  very  agile  way.        What  is  cri<cal  is  to  eliminate  all  the  unnecessary  human  touch  points.”    

P&G  CEO  BOB  MCDONALD    P&G  CIO  Filippo  Passerini    

   P&G  CEO  BOB  MCDONALD          P&G  CIO  Filippo  Passerini    

"What  you  find  is,  as  you  digi<ze  your  work,  the  biggest  issue  doesn't  become  the  ability  to  digi<ze,  the  biggest  issue  becomes  the  source  of  data.      …  if  I'm  only  ge\ng  data  from  a  provider  once  every  three  months,  that  data  is  worthless.    .    …Many  suppliers  can't  supply  in  real  =me.    So,  we  have  discussions  with  many  of  those  suppliers.”  

P&G  CEO  BOB  MCDONALD    

Stop  crea<ng  data    and  start  crea<ng  

meaningful    u<lity  for  people.  

 The  Research    

Future  

WILL  BE  DELIVERED    IN  REAL  TIME  

DIGITAL  KEYS  TO    UNLOCKING  REAL-­‐TIME  

DIGITAL  OBSERVATION  &    BEHAVIORAL  CONTEXT  

AUTOMATED  COLLECTION  &  DATA  

FEEDS  

DISTRIBUTED  TESTING  &  PATTERN  

EVALUATION  

CONTINUALLY  LEARNING  PREDICTION  &  SIMULATION  TOOLS  

BUILDING  BLOCKS  

SIMULATORS/  PREDICTIVE  

TOOLS  

LOCATION-­‐BASED  /    

GEO-­‐SOCIAL  

VISUAL  SEARCH  

META  DATA  

GAMIFICATION  

MAPPING   RFID  /  SENSORS  

REAL  TIME  

LEVERAGING  DISTRACTION  

QUANTIFIED  SELF  

VOICE  RECOGNITION  

AUGMENTED  REALITY  

   SURVEY  &          SAMPLING  

   INTERFACE  

   AUTOMATION  

 VISUALIZATION  

   REPORTING  

   ANALYSIS  

white  label  rouMng  and  diy  tools  

programming  diy  tools  

gameifica<on  meta-­‐data  partners  

recruitment  based  apps  

SAMPLE  TRENDS  

• Combination of enhanced DIY tools and readily accessible respondents is dangerous and can make the operational process of a “big company provider” a limitation instead of an advantage

• Research and polling applications are numerous. Everyone from marketers to acquaintances wants feedback. The request for information can become overwhelming and respondent level branding will be important.

• As consumers become more conscious of passive data links and realize potential impact on privacy trust will become more important. Its expected that information will only be shared with key partners again speaking to importance of respondent level branding.

SAMPLE  IMPLICATIONS  

MOBILE  TRENDS  

Ad  EvaluaMon  Tools  

SMS  Polling    

Diary  App  

Behavioral  Study    

Passive  Mobile  Web  &  App  Behavior  

In-­‐Store  Shopper  Survey  

Mobile  FacilitaMon  &  ModeraMon  

Integrated  Techniques  

Social  Content    CuraMon  

• GEO LOCATION ANALYSIS

• ACCELLEROMETER, GESTURE & MOTION SENSORING

• PHOTO RECOGNITION & IMAGE ANALYSIS

• FRONT END CAMERA APP (FOR RESEARCH)

• AUDIO/VIDEO AD RECOGNITION

• PASSIVE/PREDICTIVE MOBILE BEHAVIOR MODELING

• AUTOMATED SURVEY INTERCEPT

• INTEGRATED PASSIVE DATA THRU APPS

• MOBILE WEB CAM INTEGRATION

• EXPLORE & SURVEY, GEO GAMIFICATION

mobile  possibiliMes  

PLATFORM

PRODUCT

APPLICATION

ANALYSIS TOOL

THE  FUTURE  IS…  meta-­‐data  exchanges  

research-­‐as-­‐uMlity  

aggregaMon  science  

automated  dialogue  

mass  sensoring  

analyMcal  middleware  

 

 

 

 

 

 

immersive  interfaces  

field  automaMon  

the  fluid  tracker  

lo-­‐fi  field  hacking  

c-­‐suite  technicians  

digital  kpi  

lifestream  mining  

 

 

 

 

 

 

meta-­‐data  exchanges  

Passive data networks and massive stored value held

within millions of online web properties will be unlocked.

Organic, automated data collection technology will

evolve to continuously transfer anonymous data

between brands, people and third party intelligence

seekers. Concurrently, market based exchange

markets for buying and selling data will emerge.

research-­‐as-­‐uMlity  

Evolving from the growth of "gamified research",

research and marketing insight specialists will

create more consumer directed digital tools and

products that provide value to consumer with the

transparent objective to collect marketing data.

aggregaMon  science  

Complex statistical models, search algorithm,

neural networks, natural language processing,

photo/video analysis, emotional sentiment mining

and digital ethnography will evolve to create more

meaning and actionable insight for marketers. The

fields of marketing science, search, social science,

and agent-based/predictive modeling will ramp up

collaboration to yield innovative results.

automated  dialogue  

Intelligent applications will become a mainstream

engagement method for marketing research and

communication firms to reach out to customers,

survey respondents and connect with influencers in

an more efficient and effective way.

mass  sensoring  

Integrated in-lab, enviro-mobile and online

biometric research finally breaks through.

Technology we see today within research lab

environments, in-store with RFID, embedded

within mobile devices via accelerometer and with

every online behavior will blend to make biometric

a more continuous, trackable method.

immersive  interfaces  

One dimensional interfaces and dashboards will

increasingly evolve to three dimensional,

interaction designed, data layered, geo-temporal

and discovery based interfaces where users can

surf, explore and determine insights. This will

compliment more volumetric, measurement and

financial based interfaces

analyMcal  middleware  

Powerful software tools, with data processing technology,

geo-temporal mapping, and social clustering will become

more accessible. Automated, easy to use analytical tools

will be created to increase efficiency and speed to market

value of research analysis, with a focus in intuitive, visual

reporting at every step.

field  automaMon  

Mobile tools, more immersive collaboration

platforms and aggregation processes will

be created, enhancing the value of

qualitative research and achieving

continuous market access.

the  fluid  tracker    

E-doc/paper reporting will wane as

primary delivery method and custom

online interfaces and web based

reporting will be the norm.

lo-­‐fi  field  hacking  

In emerging markets that are imperative to global

brand business, inventive, lo-fi mobile and "digital

hacked" qualitative methods will emerge that

connect to respondents that are digitally connected

in ways less mainstream to western audiences.

c-­‐suite  technicians  Pressured to evolve and adapt.. racing to

achieve "real time" data tracking, response

and ROI.. big brands will merge the functions

of information, research and information

technology functions, disrupting the

marketplace that marketing research orgs

operate in and pressing acquisition with back-

end data enginerring, business intelligence,

social monitoring and marketing software-as-

service (SaaS) technology firms.

data-­‐as-­‐media  

Research firms take on the client demand for data

applications and design by acquiring web

development, info design, user experience, search,

interface and mobile application resources typically

connected to interactive agencies, technology

design boutiques, and startup/vc funded business.

social  enterprise  command  

Social monitoring platforms will evolve to

become "command and control" centers for

clients to track, sense, respond to

consumers and collaborate to create new

value and resonance in the marketplace.

digital  kpi    

Marketers will model online, social and

passive data to create blended scoring

and equity measures that supplement

traditional metrics.

lifestream  mining  

An old adage states…

“A picture is worth a 1,000 words.”

Today, embedded within the digital

lifestream’s and open social media forums

of millions of people online lies an

abundance of data in pictures, video’s,

words and interactions. Making sense of

these stories in a meaningful, automated

way is the next frontier for marketing

research.

IMPLICATIONS  

CULTURAL  EVOLUTION  INTEGRATED  TECHNICAL  SKILLS  =  SCIENCE  +  TECHNOLOGY  

FROM  INFO  TECH  INFRASTRUCTURE  TO  TECH  PRODUCTIZATION  

SPECIALTY  +  AGILE,  MATRIXED  SOLUTIONS  

INSIGHTFUL  LEAPS  OF  FAITH  +  RISK  TAKING  

DESIGN  +  USER  CENTRICITY  UPFRONT  

SUSPENDING  DISBELIEF  =  EXPERIMENTING  WITH  NEW  

MODELING  HUMAN  EXPERTISE  FOR  TECHNOLOGY  

IP  TRANSFORMATION  

                         API  &  ALGORITHM  ENGINEERS  

         INTERFACE  DESIGNERS,  WEB  DESIGN  +  TECHNOLOGISTS  

LONG  TERM  ACQUISITION  +  PARTNER  DEVELOPMENT  STRATEGy  

ON  &  OFF  ROADMAP  PRODUCT  DEVELOPMENT  

     MARKETING  &  DIGITAL  AGENCY  COLLABORATION  

           PRODUCT  SPECIFIERS  +  USER  EXPERIENCE  STRATEGISTS  

                     EXPANDED  DATA  MANAGEMENT  SKILLSETS  

 

Andy  Hunter,  VP  IOTX  Futures    andy.hunter@ipsos.com  

For  more  informa<on  contact: