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Ray Poynter - Lecture Series - 2014
Ray Poynter gave a lecture on the future of market research. He discussed technologies and methods that are currently popular ("still hot" and "hot"), emerging ("bubbling"), and declining ("not so hot"). Popular approaches now include online communities, DIY research, mobile surveys, and micro surveys. Emerging areas involve text analytics, research bots, and messaging apps. Less emphasized now are facial coding and webcam qualitative research. Poynter predicted that by 2030, traditional surveys may no longer be used in commercial market research, replaced by approaches like social listening, online discussions, and passive data collection.
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- 2. Ray Poynter, TheFuture Place, UK August Lecture Series 2014 Agenda • Still Hot • Hot • Bubbling • Not So Hot • What About? • No Surveys in 20 Years
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- 14. Ray Poynter, TheFuture Place, UK August Lecture Series 2014 Text Analytics Text Analytics Sentiment analysis Inbound comms analysis Reaction marketing Service delivery Analysis of open-ended data Bots
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- 21. Ray Poynter, TheFuture Place, UK August Lecture Series 2014 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
- 22. Ray Poynter, TheFuture Place, UK August Lecture Series 2014 BT Case Study
- 23. Ray Poynter, TheFuture Place, UK August Lecture Series 2014 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
- 24. Ray Poynter, TheFuture Place, UK August Lecture Series 2014 Not So Hot Efficacy Scalable Social Media Facial Coding Web Cam Qual
- 25. Ray Poynter, TheFuture Place, UK August Lecture Series 2014 What About? Big Data Passive Data Behavioural Economics Gamification Neuroscience Smartphone Ethnography Biometrics Geotracking Wearables Quantified Self / Life Logging
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- 28. Ray Poynter, TheFuture Place, UK August Lecture Series 2014 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
- 29. Ray Poynter, TheFuture Place, UK August Lecture Series 2014 Available Now! Book Launch • ESOMAR Congress Nice, 8 September • Virtutal, NewMR, 11 September
- 30. Ray Poynter, TheFuture Place, UK August Lecture Series 2014 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.
- 31. Ray Poynter, TheFuture Place, UK August Lecture Series 2014 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
- 32. Ray Poynter, TheFuture Place, UK August Lecture Series 2014 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.
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- 34. Ray Poynter, TheFuture Place, UK August Lecture Series 2014 THANK YOU 2014 Platinum Sponsor Ray Poynter The Future Place
- 35. Ray Poynter, TheFuture Place, UK August Lecture Series 2014 Q & A 2014 Platinum Sponsor Ray Poynter The Future Place