The Future of Research: Inspiring, Always on, Anytime-Anywhere, Observing, Participating, and...
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Transcript of The Future of Research: Inspiring, Always on, Anytime-Anywhere, Observing, Participating, and...
THE FUTURE OF RESEARCH:
TECHNOLOGY IS THE ENABLER…
But the big challenge will be to…
CHANGE the OLD research
mindset !!!
WEB 1.0
PAGES | DOCUMENTS | HYPERLINKS | KEYWORDS
WEB 2.0
SOCIAL | LOCAL | MOBILE | UX | GAMIFICATION
WEB 3.0
PEOPLE CENTRIC | SEMANTIC WEB | PERSONAL DATA LOCKERS
WEB 3.0
“I'm selling this data for $2 a day. If more people do the same, I'm thinking marketers could just pay us directly for our data. It might sound crazy, but so is giving all our data away for free.”
Some BIG transformation forces …
1. THE SHIFT IN MARKETING POWER
Digital technology has enabled a shift in market power from the makers of goods and services to the
people that buy them.
2. THE PERSONAL CLOUD
“Today, only about 7% of personal data is stored in the cloud, but 36% of consumer data will be stored
in the cloud within four years (Gartner).”
3. BIG DATA
“There will be 50 X more data available in 2020 than we in 2010 “ (IDC)
By 2020 there will be 50 billion connected devices worldwide. Each of these devices will be
generating data. (Ericsson)
How digital technologies have transformed
market research?
RESEARCH 1.0
ONLINE SURVEYS| ONLINE PANELS | INTEGRATED DATA COLLECTION PLATFORMS | ONLINE REPORTS
RESEARCH 2.0
MROC’S| MOBILE SURVEYS| FACIAL CODING GAMIFICATION | EYE TRACKING | TEXT ANALYTICS
DYNAMIC DASHBOARDS | EFM
RESEARCH 3.0
????????????
We’ll get more PEOPLE CENTRIC!
We’ll go to SMALLER screens!
We’ll get more REAL WORLD!
RESEARCH 3.0
What we’ve been working on at eCGlobal…
eCInnovations Lab
Technologists Marketers & Communicators Planners & Designers Market Researchers Multicultural & Creative Environment
Goal: Drive Research Innovation!
An “ecosystem”
for the Next Generation of
Market Research &
Consumer Insights
Collaboration Model
Consumers Brands Researchers
User Experience Social, Local, Mobile Gamification Segmentation Online Communities & Apps Easy Integration (APIs)
DIY or DIO Activities Pay as you go or Subscriptions Advanced Analytics Reports & Dashboards
The User Experience
Consumer Data Lockers
Personal Data
Social Data
Market Data
Consumer Data Locker
Mobile Data
Consumer Data Mart
Incremental Historical Customizable On Demand On the Cloud (Fast, Scalable, Cost-Effective)
How we have helped our
clients to innovate and
transform the way they do MR?
Launch an Ad Tracking Syndicated Research Study, using neuroscience technologies to measure user emotions while exposed to brand communications.
Heart – 1st Design
Research Specialist Technology Partner Panel Partner
Online Panel 40 minutes online survey with facial recognition module
Processing & Analysis
Heart – Redesigned
PULL
Pull Data from DataMart Deep Segmented Consumer Profiles
Customized Set of Questions DIY + Facial Coding New data dimensions Larger sample, smaller questionnaire Integrated with real time dialogues + Advanced Analytics
User experience: fun, interactive, all screens
+ +
1. Have an holistic view of their consumers, combining data from multiple sources and formats, including TV
ratings, social media,
primary research and web analytics. 2. Efficient Data visualization & Delivery
DIRECTV – Digital Properties
Online Panel Community Social Media + Web Presence DTV Ratings
Trackers & Ad-hoc studies
DIRECTV – Data Integration & Visualization Plan
Data Integration Plan (Subscriber ID) Big Data
Data Visualization & Delivery
AllDience Database at eCGlobal’s Servers
AllDience App Lite & PRO Versions (Apple Store & Google Play)
+
DIRECTV – RESEARCH 3.0
Research 3.0
The Future
is now. Get Inspired!
