Ray Poynter - Lecture Series - 2014

Ray Poynter, The Future Place, UK

August Lecture Series 2014

What’s Hot in Market Research?

2014 Platinum Sponsor

Ray Poynter

The Future Place



Agenda

• Still Hot

• Hot

• Bubbling

• Not So Hot

• What About?

• No Surveys in 20 Years



Still Hot



Mobiles in Traditional Research

CATI



Communities



DIY



Comm-unities

Still Hot

Efficacy

Scalable

Mobiles in Trad. MR

DIY



Hot



In the Moment



Beacons



Micro Surveys



Hot

Efficacy

Scalable

In the moment

Micro Surveys

Beacons



Bubbling



Text Analytics

Text Analytics

Sentiment analysis

Inbound comms analysis

Reaction marketing

Service delivery

Analysis of open-ended data

Bots



Web Messaging

February 2014 $19billion



Research Bots

John Griffiths



Bubbling

Efficacy

Scalable

Text Analytics

Research Bots

Web Messaging



Not So Hot



Facial Coding

F2F – expert coder

Webcam – expert coder

Fully automated

Uses

Media Packs

Non-MR

Enhancing Qual

Questions



Webcam Qual



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



BT Case Study



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



Not So Hot

Efficacy

Scalable

Social Media

Facial Coding

Web Cam Qual



What About? Big Data Passive Data Behavioural Economics Gamification Neuroscience Smartphone Ethnography Biometrics Geotracking Wearables Quantified Self / Life Logging



What About?

Efficacy

Scalable

Big Data

Passive Data

BE

Gami-fication

Neuro-science

Mobile Ethno.



What About?

Efficacy

Scalable

Big Data

Geo-tracking Wearables

QS, LL



What does the near future hold?

• Mobile – Traditional

– In the moment, including multi-media

– Location-based research

– Passive

• Participative research – 360° Panels, databases, communities

– Social, mobile, passive, qual, collaboration, survey



Available Now! Book Launch • ESOMAR Congress Nice, 8 September • Virtutal, NewMR, 11 September



No Surveys in 20 Years

1. More social media listening.

2. More discussions in social media (MROCs are just the start).

3. More new ways of researching ideas, think online gambling, think Iowa Electronic Markets, think about an eBay of idea information, think life blogging, think web analytics, think CRM, think new models such as Threadless.com.

4. Open-ended research- asking and processing open-ended questions.

5. Using stored data held about panel and community members to ask fewer questions.

At the MRS Conference and then on my blog in March 2010 – No surveys in 20 years.



A time line for No Surveys

ESOMAR GMR Year

% of Global MR

$ by Survey

Other Quant

Qual Other

2007 51% 32% 14% 3%

2010 56% 24% 13% 7%

2013 53% 24% 17% 6%

2016

2019



A time line for No Surveys

ESOMAR GMR Year

% of Global MR

$ by Survey

Other Quant

Qual Other

2007 51% 32% 14% 3%

2010 56% 24% 13% 7%

2013 53% 24% 17% 6%

2016 44% 30% 18% 8%

2019 33% 37% 20% 10%

• Red Text is Ray’s guess estimate. • Surveys will remain the single most important tool until about 2018. • And even then it will be the collection of SMR, passive, logging, big data that will be bigger. • I still believe surveys as we know them will be gone from commercial MR by 2030.



Beyond MR?



THANK YOU


Ray Poynter

The Future Place



Q & A


Ray Poynter

The Future Place

Marketing

Ray Poynter - Lecture Series - 2014