ray poynter what is hot in market research plus by ty
TRANSCRIPT
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Ray Poynter, The Future Place – JMRX Lectures 2015
第1回 2015.4.28
19:30-21:30
What’s Hot in Market Research?
レイ・ポインターの 白熱教室2015 盛況でした。
嬉しくなってこんなの
つくっちゃいました。 Tomoko Yoshida
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当日のスライドはこちらです
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Ray Poynter, The Future Place – JMRX Lectures 2015
What’s Hot in Market Research?
Ray Poynter
The Future Place
JMRX – Tokyo – April 28, 2015
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Now &
The near future
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Ray Poynter, The Future Place – JMRX Lectures 2015
Still Hot
Hot
Bubbling
What About?
Interaction Time
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Ray Poynter, The Future Place – JMRX Lectures 2015
Still Hot
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Ray Poynter, The Future Place – JMRX Lectures 2015
Mobiles in Traditional Research
CATI
GRIT Number 1
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Ray Poynter, The Future Place – JMRX Lectures 2015
Communities
GRIT Number 2
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Ray Poynter, The Future Place – JMRX Lectures 2015
DIY DIY Automation
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Ray Poynter, The Future Place – JMRX Lectures 2015
Comm-unities
Still Hot
Efficacy
Scalable
Mobiles in Trad. MR
DIY
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Ray Poynter, The Future Place – JMRX Lectures 2015
Hot
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Ray Poynter, The Future Place – JMRX Lectures 2015
In the Moment
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Ray Poynter, The Future Place – JMRX Lectures 2015
Location-based Research
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Ray Poynter, The Future Place – JMRX Lectures 2015
Micro Surveys
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Ray Poynter, The Future Place – JMRX Lectures 2015
Automation
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Ray Poynter, The Future Place – JMRX Lectures 2015
Hot
Efficacy
Scalable
In the moment
Micro Surveys
Auto-mation
Location
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Ray Poynter, The Future Place – JMRX Lectures 2015
Bubbling
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Ray Poynter, The Future Place – JMRX Lectures 2015
Text Analytics
Text Analytics
Sentiment analysis
Inbound comms analysis
Reaction marketing
Service delivery
Analysis of open-ended data
Bots
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Ray Poynter, The Future Place – JMRX Lectures 2015
Web Messaging
February 2014 $19billion
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Ray Poynter, The Future Place – JMRX Lectures 2015
Research Bots
John Griffiths
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Ray Poynter, The Future Place – JMRX Lectures 2015
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
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Ray Poynter, The Future Place – JMRX Lectures 2015
BT Case Study
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Ray Poynter, The Future Place – JMRX Lectures 2015
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
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Ray Poynter, The Future Place – JMRX Lectures 2015
Bubbling
Efficacy
Scalable
Text Analytics
Research Bots
Web Messaging
Social Media
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Ray Poynter, The Future Place – JMRX Lectures 2015
What About? Big Data Passive Data Behavioural Economics Gamification Neuroscience Smartphone Ethnography Biometrics Facial coding Geotracking Wearables Quantified Self / Life Logging
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Ray Poynter, The Future Place – JMRX Lectures 2015
What About?
Efficacy
Scalable
Big Data
Passive Data
BE
Gami-fication
Neuro-science
Mobile Ethno.
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Ray Poynter, The Future Place – JMRX Lectures 2015
What About?
Efficacy
Scalable
Big Data
Geo-tracking Wearables
QS, LL
Facial Coding
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Ray Poynter, The Future Place – JMRX Lectures 2015
Beyond MR?
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Ray Poynter, The Future Place – JMRX Lectures 2015
THANK YOU
Q & A
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Ray Poynter, The Future Place – JMRX Lectures 2015
The Next Five Years - Global
Automation will change – Survey design
– Project management
– Reporting
– Video analysis
– Social media analytics
– Big data analytics
– Text analytics
– Online qual moderation
– MROC management
What are the implications for Japan?
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Ray Poynter, The Future Place – JMRX Lectures 2015
Automation and the Implications for Japan
Strengths Weaknesses
Opportunities Threats
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レクチャーももちろんすばらしかったけれど、
その直後(というか、リアルタイムで)、
FBでDragonflyさんが
こういう投稿をしてくださったことで、
もっともっと素敵になりました。
該当する(と思われる)
スライドと並べてみます。
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Ray Poynter先生、ありがとうございました。
Dragonflyさん、ありがとうございました。
通訳してくださったクロダさん、ありがとうございました。
ご参加くださったみなさん、ありがとうございました。
次回は5月12日(火)またお会いいたしましょう。シノプシスはこちらです。
【ビッグデータと先進アナリティクス】
ビッグデータとは何か? ビッグデータは何をしてくれて、何をしてくれないのか、実例をあげながら紹介します。たとえば
今、Predictive Analytics (※調べてみたけど、オーソライズされている日本語はちょっと見つからないのでとりあえ
ずそのまま)が注目を浴びています。果たして、この人気の正体は何なのか、 Predictive Analyticsでどのようなこ
とがわかるか、同時に、その限界や課題などについて、解説します。
フリーランスモデレイター 吉田朋子より