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Future of insights. dina mehta. april 3, 2012 india social summit

by Dina Mehta

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The Future of Insights - Immerse, Co-Create, Breakthrough. This talk will focus on how research needs to, and can adapt to new forms of perception, influence, desire and consumption, which are ...

The Future of Insights - Immerse, Co-Create, Breakthrough. This talk will focus on how research needs to, and can adapt to new forms of perception, influence, desire and consumption, which are increasingly being influenced by the real-time mobile social web. Notes uploaded too.

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Future of insights. dina mehta. april 3, 2012 india social summit Presentation Transcript

once upon a time, many many years ago ......

the future of insightsdina mehta | convo.org | @dinaapril 03, 2012

An Indian model displays a chip placed on a bindi on her forehead during a news conference by Mindtree Consulting in Bangalore December 14, 2005trend 1/7:data is everywherebig, cheap, accessible, mobile, real-timedata flows“We never, ever in the history of mankind have hadaccess to so much information so quickly and soeasily” ...... Vint Cerf

trend 2/7:social media allowspeople to negotiateculture & contextdifferently

traditional insight-generating purchase panels are not equipped to handle the complexity of influence, community and real-time in purchase behaviourtrend 3/7:duality inconsumernegotiationsand decisions

trend 4/7:media consumptionconvergencecurrent measurement systems do not lookat the “whole”. how long will thesestandalone systems last?

trend 5/7: expert?redefining target group or influencer?audience customer? early adopter?

trend 6/7:community at yourfingertips - real timethe power of a single tweet can be a veryreal source of insightthey’re talking .... are you listening?

trend 7/7:from 1-to-manyto many-to-manyto many-to-1

“The future is not some place we are going to, but one we are creating. Paths are not to beso ... from where will found, but made, and the activity of making them,GREAT IDEAS come? changes both the maker and the destination.” John Schaar, Futurist

our practice morphs we need to put the ‘byte’ into the offlinewe’re definitely not out of business! and the ‘human’ back into the online

crowdsourcing insightsand solutions fromcommunity image: http://www.businessesgrow.com

subjects and customersare now becomingresearchershow do you bring these insights to you?new egs. Gigwalk, Pinterest

Mobile App - examples

Blographies - an example www.convo.org/immerse/wikimobile/

the future of insightsapproach: grounded or empirical, muchmore individual yet very networked andsocial, co-creationpractice: participative, real-time, multi-layered systems, multiple touchpointspeople: multi faceted people - an MBA or asocial science degree no more a passporttools: offline and online – mobile and PCconvergence across media.

DIY research“I know that you believe you understand what you thinkI said, but I’m not sure you realize that what you heardand what you read is not what I meant.”Robert McCloskey, American author and illustrator ofchildren’s books

Invisible editing of the web“Facebook was lookingat which links I clickedon, and it was noticingthat I was clickingmore on my liberalfriends’ links than onmy conservativefriends’ links. Andwithout consulting meabout it, it had editedthem out. Theydisappeared.”

Privacy? Protection? Ethics? who’s watching? who owns me?

Thanks for listening :)Dina Mehta@dinadina@convo.orgApril 03, 2012