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An Introduction to AI and Automation Slide 1 An Introduction to AI and Automation Slide 2 An Introduction to AI and Automation Slide 3 An Introduction to AI and Automation Slide 4 An Introduction to AI and Automation Slide 5 An Introduction to AI and Automation Slide 6 An Introduction to AI and Automation Slide 7 An Introduction to AI and Automation Slide 8 An Introduction to AI and Automation Slide 9 An Introduction to AI and Automation Slide 10 An Introduction to AI and Automation Slide 11 An Introduction to AI and Automation Slide 12 An Introduction to AI and Automation Slide 13 An Introduction to AI and Automation Slide 14 An Introduction to AI and Automation Slide 15 An Introduction to AI and Automation Slide 16 An Introduction to AI and Automation Slide 17 An Introduction to AI and Automation Slide 18 An Introduction to AI and Automation Slide 19 An Introduction to AI and Automation Slide 20 An Introduction to AI and Automation Slide 21
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An Introduction to AI and Automation

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In this session, Ray sets the scene of where AI and Automation are currently being used in and around market research, the key terms and concepts, the main successes and areas of conflict.

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An Introduction to AI and Automation

  1. 1. An Introduc+on to AI and Automa+on Ray Poynter, NewMR The Future of AI & Automation An Introduc+on to AI and Automa+on Ray Poynter NewMR
  2. 2. An Introduc+on to AI and Automa+on Ray Poynter, NewMR The Future of AI & Automation Agenda •  Automa+on •  Automa+on and market research •  Automa+on and jobs •  Ar+ficial intelligence •  Ar+ficial intelligence and market research •  The near future
  3. 3. An Introduc+on to AI and Automa+on Ray Poynter, NewMR The Future of AI & Automation Automa+on •  Glass blowing automated New York 1905 for boGle produc+on. •  BoGles per person up 600% •  Price per boGle fell to 8% of previous price •  Many skilled glass blowers lost their jobs •  Reduced costs and increased consistency led to new uses for glass boGles, including foods, drinks and medicines •  Massive increase in the use of glass, lots of new jobs, economic growth, health improvements (because food was safer)
  4. 4. An Introduc+on to AI and Automa+on Ray Poynter, NewMR The Future of AI & Automation 4 Key Benefits of Automa+on 1.  Cheaper 2.  Faster 3.  Scalable 4.  BeGer
  5. 5. An Introduc+on to AI and Automa+on Ray Poynter, NewMR The Future of AI & Automation Cheaper Costs Fall Prices Fall Market Grows Or not!
  6. 6. An Introduc+on to AI and Automa+on Ray Poynter, NewMR The Future of AI & Automation Be?er ✗ ✔
  7. 7. An Introduc+on to AI and Automa+on Ray Poynter, NewMR The Future of AI & Automation Not every project delivers all four! 1.  Cheaper 2.  Faster 3.  Scalable 4.  BeGer
  8. 8. An Introduc+on to AI and Automa+on Ray Poynter, NewMR The Future of AI & Automation Automa+on & Market Research •  Herman Hollerith, US Census 1890 •  1970s and 80s –  Op+cal scanning of surveys, CATI, CAPI, SPSS, spreadsheets, desktop publishing, presenta+on & char+ng so]ware •  1990s & 2000s –  Online surveys, CAQDAS, DIY surveys, Online access panels, dashboards and reportals •  2010s –  ‘Shrink-wrapped’ research, chatbots, text & sen+ment analysis, image and video analysis, report automa+on, advanced analysis e.g. semio+cs and conjoint analysis
  9. 9. An Introduc+on to AI and Automa+on Ray Poynter, NewMR The Future of AI & Automation Automa+on and DIY
  10. 10. An Introduc+on to AI and Automa+on Ray Poynter, NewMR The Future of AI & Automation Automa+on and Jobs Automa+on has already cost hundreds of thousands of jobs in MR –  Interviewers, data punchers, call centre staff etc Automa+on will change exis+ng projects and jobs –  Faster, cheaper, more standardised, and needing fewer people hours –  Many jobs will go, and some new jobs will be created •  E.g. ‘clerical’ jobs will decline, storytelling and client success managers will grow If the market grows, there will be a growth in jobs –  Even in clerical jobs, but the +me spent on each project will be much shorter than before, so more projects will be handled and the role will be more Q&A, interpreta+on, sales etc.
  11. 11. An Introduc+on to AI and Automa+on Ray Poynter, NewMR The Future of AI & Automation Ar+ficial Intelligence
  12. 12. An Introduc+on to AI and Automa+on Ray Poynter, NewMR The Future of AI & Automation AI Ar+ficial Intelligence Machine intelligence Machine learning Expert systems Bots Intelligent agents Neural networks Inference engines Natural language processing Deep learning Evolu+onary algorithms Bayesian networks Anything ‘clever’ J Alexa, Siri, Google, Home Autonomous cars Game playing – chess, Go etc Chatbots Programma+c adver+sing & marke+ng Predic+ve analy+cs Voice recogni+on Text analy+cs Image analy+cs Transla+on so]ware
  13. 13. An Introduc+on to AI and Automa+on Ray Poynter, NewMR The Future of AI & Automation Broad Categories of AI •  Algorithms •  Expert systems •  Heuris+cs •  Machine learning – supervised •  Machine learning – unsupervised •  Deep learning
  14. 14. An Introduc+on to AI and Automa+on Ray Poynter, NewMR The Future of AI & Automation Algorithms, Rules, Expert Systems Strategy for playing Noughts and Crosses 1.  If opponent has two in a row, take the remaining square. Else 2.  If a move "forks" to create two sets of two in a row, play that move. Else 3.  Take the centre square if it is free. Else 4.  If opponent has played in a corner, take the opposite corner. Else 5.  Take an empty corner if one exists. Else 6.  Take any empty square. This used to be the main way to do AI, but now ‘machine learning’ is more prevalent. Many MR applica+ons use/will use expert systems, e.g. how to design a project and reports from data
  15. 15. An Introduc+on to AI and Automa+on Ray Poynter, NewMR The Future of AI & Automation Learning Systems Supervised Learning –  Given a set of inputs and outputs, the machine learns to to generate the outputs from the inputs •  For example, show it 1000 coded open-ended comments and ask it to do the same to 1 million Unsupervised Learning –  The machine looks for paGerns and structures in the data •  Cluster analysis is a simple example of this
  16. 16. An Introduc+on to AI and Automa+on Ray Poynter, NewMR The Future of AI & Automation Deep Learning •  Also called hierarchical learning •  Uses mul+ple levels, where the outputs of one level feed into another. •  For example, –  Teach the machine to play chess, give it some ini+al strategies (e.g. based on real games) and the ability to be random –  Let it play itself over and over, learning the best strategies
  17. 17. An Introduc+on to AI and Automa+on Ray Poynter, NewMR The Future of AI & Automation AI and Market Research •  Chatbots and adap+ve surveys –  Models built for non-MR use, tweaked for MR •  Image, text, and video analy+cs –  Including coding and biometrics (e.g. facial coding) –  Supervised learning, either from MR or elsewhere •  Predic+ve analy+cs, aGribu+on analy+cs, mining meaning –  Supervised learning and unsupervised learning •  Report wri+ng / story finding –  Expert systems and unsupervised learning •  Project design & sample management –  Expert systems ini+ally, later supervised analy+cs
  18. 18. An Introduc+on to AI and Automa+on Ray Poynter, NewMR The Future of AI & Automation AI and MR in Summary 1.  Most things that are ‘clever’ will be called AI 2.  Most developments will happen outside MR and then be u+lised – e.g. AWS 3.  Machine learning will focus on situa+ons where learning sets exist – e.g. coding 4.  AI will allow materials that have tradi+onally been analysed with qual to be quan+ta+vely analysed 5.  Expert systems will be core to anything that does not produce large training sets – e.g. project design
  19. 19. An Introduc+on to AI and Automa+on Ray Poynter, NewMR The Future of AI & Automation Thank You! Follow me on TwiGer via @RayPoynter Connect on LinkedIn via hGps://www.linkedin.com/in/raypoynter
  20. 20. An Introduc+on to AI and Automa+on Ray Poynter, NewMR The Future of AI & Automation Q & A BeGy Adamou Research Through Gaming Ray Poynter NewMR
  21. 21. An Introduc+on to AI and Automa+on Ray Poynter, NewMR The Future of AI & Automation NewMR 2018 Sponsors Communica+on Silver Gold
  • AmandaRiplinger

    Nov. 29, 2021

In this session, Ray sets the scene of where AI and Automation are currently being used in and around market research, the key terms and concepts, the main successes and areas of conflict.

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