THE FUTUREOF RESEARCH:
TECHNOLOGY IS THEENABLER…
But the big challengewill be to…CHANGEthe OLD researchmindset !!!
WEB 1.0PAGES | DOCUMENTS | HYPERLINKS | KEYWORDS
WEB 2.0SOCIAL | LOCAL | MOBILE |UX | GAMIFICATION
WEB 3.0PEOPLE CENTRIC | SEMANTIC WEB |PERSONAL DATA LOCKERS
WEB 3.0“Im selling this data for $2 a day. If more people dothe same, Im thinking marketers could just pay usdirectly for ...
Some BIG transformation forces …
1. THE SHIFT IN MARKETING POWERDigital technology has enabled a shift in marketpower from the makers of goods and services...
2. THE PERSONAL CLOUD“Today, only about 7% of personal data is stored inthe cloud, but 36% of consumer data will be stored...
3. BIG DATA“There will be 50 X more data available in 2020than we in 2010 “ (IDC)By 2020 there will be 50 billion connecte...
How digital technologieshave transformedmarket research?
RESEARCH 1.0ONLINE SURVEYS| ONLINE PANELS | INTEGRATED DATACOLLECTION PLATFORMS | ONLINE REPORTS
RESEARCH 2.0MROC’S| MOBILE SURVEYS| FACIAL CODINGGAMIFICATION | EYE TRACKING | TEXT ANALYTICSDYNAMIC 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 onat eCGlobal…
eCInnovations LabTechnologistsMarketers & CommunicatorsPlanners & DesignersMarket ResearchersMulticultural & Creative...
An “ecosystem”for theNext Generation ofMarket Research &Consumer Insights
Collaboration ModelConsumers BrandsResearchersUser Experience Social, Local, MobileGamificationSegmentation Online Co...
The User Experience
Consumer Data LockersPersonal DataSocial DataMarket DataConsumer Data LockerMobile Data
Consumer Data MartIncrementalHistoricalCustomizableOn DemandOn the Cloud (Fast,Scalable, Cost-Effective)
How we have helped ourclients to innovate andtransform the waythey do MR?
Launch anAd Tracking SyndicatedResearch Study, usingneuroscience technologiesto measure user emotionswhile exposed to bran...
Heart – 1st DesignResearch SpecialistTechnology PartnerPanel PartnerOnline Panel 40 minutes onlinesurvey with facialrecogn...
Heart – RedesignedPULLPull Data fromDataMartDeep SegmentedConsumer ProfilesCustomized Set of QuestionsDIY + Facial CodingN...
1. Have an holistic view oftheir consumers,combining data frommultiple sources andformats, including TVratings, social med...
DIRECTV – Digital PropertiesOnline Panel Community Social Media + Web Presence DTV RatingsTrackers & Ad-hoc studies
DIRECTV – Data Integration & Visualization PlanData Integration Plan (Subscriber ID) Big DataData Visualization & Delivery...
DIRECTV – RESEARCH 3.0
Research 3.0The Futureis now.Get Inspired!
THANK YOU!ADRIANA ROCHA@adricrochaadriana_rocha@ecglobalsolutions.com
The Future of Research: Inspiring, Always on, Anytime-Anywhere, Observing, Participating, and Co-Creating by Adriana Rocha...
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The Future of Research: Inspiring, Always on, Anytime-Anywhere, Observing, Participating, and Co-Creating by Adriana Rocha of eCGlobal Solutions - Presented at the Insight Innovation eXchange North America 2013

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The Future of Research: Inspiring, Always on, Anytime-Anywhere, Observing, Participating, and Co-Creating by Adriana Rocha of eCGlobal Solutions - Presented at the Insight Innovation eXchange North America 2013

  1. 1. THE FUTUREOF RESEARCH:
  2. 2. TECHNOLOGY IS THEENABLER…
  3. 3. But the big challengewill be to…CHANGEthe OLD researchmindset !!!
  4. 4. WEB 1.0PAGES | DOCUMENTS | HYPERLINKS | KEYWORDS
  5. 5. WEB 2.0SOCIAL | LOCAL | MOBILE |UX | GAMIFICATION
  6. 6. WEB 3.0PEOPLE CENTRIC | SEMANTIC WEB |PERSONAL DATA LOCKERS
  7. 7. WEB 3.0“Im selling this data for $2 a day. If more people dothe same, Im thinking marketers could just pay usdirectly for our data. It might sound crazy, but so isgiving all our data away for free.”
  8. 8. Some BIG transformation forces …
  9. 9. 1. THE SHIFT IN MARKETING POWERDigital technology has enabled a shift in marketpower from the makers of goods and services to thepeoplethat buy them.
  10. 10. 2. THE PERSONAL CLOUD“Today, only about 7% of personal data is stored inthe cloud, but 36% of consumer data will be storedin the cloud within four years (Gartner).”
  11. 11. 3. BIG DATA“There will be 50 X more data available in 2020than we in 2010 “ (IDC)By 2020 there will be 50 billion connected devicesworldwide. Each of these devices will begenerating data. (Ericsson)
  12. 12. How digital technologieshave transformedmarket research?
  13. 13. RESEARCH 1.0ONLINE SURVEYS| ONLINE PANELS | INTEGRATED DATACOLLECTION PLATFORMS | ONLINE REPORTS
  14. 14. RESEARCH 2.0MROC’S| MOBILE SURVEYS| FACIAL CODINGGAMIFICATION | EYE TRACKING | TEXT ANALYTICSDYNAMIC DASHBOARDS | EFM
  15. 15. RESEARCH 3.0????????????
  16. 16. We’ll get more PEOPLE CENTRIC!We’ll go to SMALLER screens!We’ll get more REAL WORLD!RESEARCH 3.0
  17. 17. What we’ve been working onat eCGlobal…
  18. 18. eCInnovations LabTechnologistsMarketers & CommunicatorsPlanners & DesignersMarket ResearchersMulticultural & CreativeEnvironmentGoal: DriveResearchInnovation!
  19. 19. An “ecosystem”for theNext Generation ofMarket Research &Consumer Insights
  20. 20. Collaboration ModelConsumers BrandsResearchers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
  21. 21. The User Experience
  22. 22. Consumer Data LockersPersonal DataSocial DataMarket DataConsumer Data LockerMobile Data
  23. 23. Consumer Data MartIncrementalHistoricalCustomizableOn DemandOn the Cloud (Fast,Scalable, Cost-Effective)
  24. 24. How we have helped ourclients to innovate andtransform the waythey do MR?
  25. 25. Launch anAd Tracking SyndicatedResearch Study, usingneuroscience technologiesto measure user emotionswhile exposed to brandcommunications.
  26. 26. Heart – 1st DesignResearch SpecialistTechnology PartnerPanel PartnerOnline Panel 40 minutes onlinesurvey with facialrecognition moduleProcessing &Analysis
  27. 27. Heart – RedesignedPULLPull Data fromDataMartDeep SegmentedConsumer ProfilesCustomized Set of QuestionsDIY + Facial CodingNew data dimensionsLarger sample, smaller questionnaireIntegrated with real time dialogues + Advanced AnalyticsUser experience:fun, interactive, all screens++
  28. 28. 1. Have an holistic view oftheir consumers,combining data frommultiple sources andformats, including TVratings, social media,primary researchand web analytics.2. Efficient Datavisualization & Delivery
  29. 29. DIRECTV – Digital PropertiesOnline Panel Community Social Media + Web Presence DTV RatingsTrackers & Ad-hoc studies
  30. 30. DIRECTV – Data Integration & Visualization PlanData Integration Plan (Subscriber ID) Big DataData Visualization & DeliveryAllDience Databaseat eCGlobal’s ServersAllDience App Lite &PRO Versions (AppleStore & Google Play)+
  31. 31. DIRECTV – RESEARCH 3.0
  32. 32. Research 3.0The Futureis now.Get Inspired!
  33. 33. THANK YOU!ADRIANA ROCHA@adricrochaadriana_rocha@ecglobalsolutions.com

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