ray poynter what is hot in market research
TRANSCRIPT
Ray Poynter, The Future Place – JMRX Lectures 2015
What’s Hot in Market Research?
Ray Poynter The Future Place
JMRX – Tokyo – April 28, 2015
Now & The near future
Ray Poynter, The Future Place – JMRX Lectures 2015
S4ll Hot Hot
Bubbling What About?
Interac4on Time
Ray Poynter, The Future Place – JMRX Lectures 2015
S4ll Hot
Ray Poynter, The Future Place – JMRX Lectures 2015
Mobiles in Tradi4onal Research
CATI
GRIT Number 1
Ray Poynter, The Future Place – JMRX Lectures 2015
Communi4es
GRIT Number 2
Ray Poynter, The Future Place – JMRX Lectures 2015
DIY DIY ßà Automa4on
Ray Poynter, The Future Place – JMRX Lectures 2015
Comm-‐uni@es
S4ll Hot Efficacy
Scalable
Mobiles in Trad. MR
DIY
Ray Poynter, The Future Place – JMRX Lectures 2015
Hot
Ray Poynter, The Future Place – JMRX Lectures 2015
In the Moment
Ray Poynter, The Future Place – JMRX Lectures 2015
Loca4on-‐based Research
Ray Poynter, The Future Place – JMRX Lectures 2015
Micro Surveys
Ray Poynter, The Future Place – JMRX Lectures 2015
Automa4on
Ray Poynter, The Future Place – JMRX Lectures 2015
Hot
Efficacy
Scalable
In the moment
Micro Surveys
Auto-‐ma@on
Loca@on
Ray Poynter, The Future Place – JMRX Lectures 2015
Bubbling
Ray Poynter, The Future Place – JMRX Lectures 2015
Text Analy4cs
Text Analy4cs
Sen@ment analysis
Inbound comms analysis
Reac@on marke@ng
Service delivery
Analysis of open-‐ended data Bots
Ray Poynter, The Future Place – JMRX Lectures 2015
Web Messaging
February 2014 $19billion
Ray Poynter, The Future Place – JMRX Lectures 2015
Research Bots
John Griffiths
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 ques@ons we never asked – good, but there is not always a demand for those
4. Social is usually bad at answering clients’ MR ques@ons
Ray Poynter, The Future Place – JMRX Lectures 2015
BT Case Study
Ray Poynter, The Future Place – JMRX Lectures 2015
BT Case Study • BT have iden@fied that Net Easy is a key metric in reducing churn
• DebateScape trawls social media for relevant conversa@ons – Finding relevant comments and trea@ng as CRM in a workflow situa@on
– Also delivers key metrics
• ROI? – £2 million cost reduc@on, per year – 600,000 contacts dealt with via social, instead of voice
Ray Poynter, The Future Place – JMRX Lectures 2015
Bubbling Efficacy
Scalable
Text Analy@cs
Research Bots
Web Messaging
Social Media
Ray Poynter, The Future Place – JMRX Lectures 2015
What About? Big Data Passive Data Behavioural Economics Gamifica@on Neuroscience Smartphone Ethnography Biometrics Facial coding Geotracking Wearables Quan@fied Self / Life Logging
Ray Poynter, The Future Place – JMRX Lectures 2015
What About? Efficacy
Scalable
Big Data
Passive Data
BE
Gami-‐fica@on
Neuro-‐science
Mobile Ethno.
Ray Poynter, The Future Place – JMRX Lectures 2015
What About? Efficacy
Scalable
Big Data Geo-‐
tracking WearablesQS, LL
Facial Coding
Ray Poynter, The Future Place – JMRX Lectures 2015
Beyond MR?
Ray Poynter, The Future Place – JMRX Lectures 2015
THANK YOU
Q & A
Ray Poynter, The Future Place – JMRX Lectures 2015
The Next Five Years -‐ Global
Automa@on will change – Survey design – Project management – Repor@ng – Video analysis – Social media analy@cs – Big data analy@cs – Text analy@cs – Online qual modera@on – MROC management
What are the implica@ons for Japan?
Ray Poynter, The Future Place – JMRX Lectures 2015
Automa4on and the Implica4ons for Japan
Strengths Weaknesses
Opportuni@es Threats