Tyrone O'Neill Festival of NewMR 2017
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How data science is revolu1onising market research careers Tyrone O’Neill, Displayr Festival of #NewMR 2017 How data science is revolu1onising market research careers Tyrone O’Neill CEO, Displayr
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Transcript of Tyrone O'Neill Festival of NewMR 2017
Howdatascienceisrevolu1onisingmarketresearchcareersTyroneO’Neill,Displayr
Festival of #NewMR 2017
Howdatascienceisrevolu1onising
marketresearchcareers
TyroneO’NeillCEO,Displayr
Howdatascienceisrevolu1onisingmarketresearchcareersTyroneO’Neill,Displayr
Festival of #NewMR 2017
Whatisthecareeroutlookformarketresearchersin10+years?
Jobpos1ngsasatFebruary2017(LinkedIn,USonly):
MarketResearch:12KSPSS:2K
DataScience:5KSta1s1cs:30KAnaly1cs:61K
Whatdoyouthinkthisprofilewilllooklikein5or10years?
Howdatascienceisrevolu1onisingmarketresearchcareersTyroneO’Neill,Displayr
Festival of #NewMR 2017
Butaren’tmarketresearchersverydifferenttodatascien1sts?
Marketresearchers Datascien1sts
Source:BurtchWorks2016(burtchworks.com)
Howdatascienceisrevolu1onisingmarketresearchcareersTyroneO’Neill,Displayr
Festival of #NewMR 2017
Quantresearcher
Oraremarketresearchersanddatascien1stsmoresimilarthanwethink?
Qualresearcher
Datascien1st
“Dataanaly1cs”
1.Computerprogramming.2.Differentkindsofdata(mostly).
Quant(maths/stats)
Howdatascienceisrevolu1onisingmarketresearchcareersTyroneO’Neill,Displayr
Festival of #NewMR 2017
Iscomputerprogrammingabilityasustainabledifferencebetweenquant
researchersanddatascien1sts?
Howdatascienceisrevolu1onisingmarketresearchcareersTyroneO’Neill,Displayr
Festival of #NewMR 2017
Disrup1on1:Self-servicedatacollec1on
Howdatascienceisrevolu1onisingmarketresearchcareersTyroneO’Neill,Displayr
Festival of #NewMR 2017
Disrup1on2:Self-serviceanalysisandrepor1ng
Howdatascienceisrevolu1onisingmarketresearchcareersTyroneO’Neill,Displayr
Festival of #NewMR 2017
“Inthelasttwoyearsmyrecruitmentprofilehaschangedconsiderably.Ihaveaddedtwodatascien1sts,astrategist,andaUXdesignertoateam
whichpreviouslyhadonlymarketresearchers.Over1methisdiversifica1onwillonlyincrease.”
DirectorMarketResearch,largeclient
Surveydata
Behaviouraldata
Disrup1on3:Deepintegra1onofdiversedatasets
PurchasingOnlineusageLoyaltybehaviourMobilityContentviewing
Howdatascienceisrevolu1onisingmarketresearchcareersTyroneO’Neill,Displayr
Festival of #NewMR 2017
Consequence:Disrup1onoftradi1onalDPstructures
Whoislookingforacareerindataprocessing?
Implica1ons:
Ø Businesseswithtradi1onalDPteamswillbedisadvantagedrela1vetothosewithagiledeliverymodelswhichempowerend-analystsandresearchers.
Ø Smalleragenciesaresplinteringofflargeronesandofferingafaster,moreresponsive,lower-costserviceforall-in-onequant(andqual)research.
Ø AhighlyskilledDPanalysthascapabili1esindataqualityassurance,datamanipula1on,andprocessgovernance.Theseares1llvaluableskills.HowevertheseanalystsshouldconsiderlearningprogrammingtechniquessuchasRorPython,orcross-skillinginself-serviceanalysispackages.
Howdatascienceisrevolu1onisingmarketresearchcareersTyroneO’Neill,Displayr
Festival of #NewMR 2017
Opportunity:Theriseofthesuper-quant
TheSuper-Quant:
Ø Canmeetwithclients,designresearchmethodologies.
Ø Liaiseswithpanelproviders,usesonlinecollec1onplacorms.
Ø Leverageshigh-efficiencysoewaretoquality-checkandcleandata,producingpreliminaryrepor1ngandcross-tabs.
Ø Usesthesamesoewaretoproducemoreadvancedanalysis,models,andvisualiza1ons.
Ø Integratesbehavioraldata(e.g.onlineorloyaltybehavior).Ø Communicatesbackwithclientordecision-maker.
Howdatascienceisrevolu1onisingmarketresearchcareersTyroneO’Neill,Displayr
Festival of #NewMR 2017
Adap1ngtotheeraofdatascience
1. Understandhowtoleverageotherdatatypes(e.g.onlinebehavioralorloyaltydata)andintegratewithsurveydata.
2. Understandthefullrangeofquan1ta1vetechniquesnowavailable,includingthosefromAI(e.g.deeplearning,advancedtextanaly1cs).
3. LearntouseR,orsoewarewhichenablesthis.4. Leveragetheemergingnewcapabili1esavailableindatavisualiza1on
(whichshouldbesubjectofatalkinitself)!
Quantmarketresearchersareextremelywellplacedtobenefitgreatlyfromthecareeropportuni1esenabledbythegrowthindatascience,iftheyareabletoadaptinfourkeyways:
Howdatascienceisrevolu1onisingmarketresearchcareersTyroneO’Neill,Displayr
Festival of #NewMR 2017
ThankYou!
Contact:[email protected]
www.qresearchsoYware.com
Howdatascienceisrevolu1onisingmarketresearchcareersTyroneO’Neill,Displayr
Festival of #NewMR 2017
Q&A
TyroneO’NeillDisplayr
AndrewJeavonsMassCogni1on
