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Assisted Intelligence: how smart machines will turbocharge tomorrow’s researchers

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AI tools will help and augment researchers in the future – rather than replace them. But researchers will need to acquire new skills to make the most of this opportunity. This presentation will look at several areas of research that will be impacted, with specific examples from today and a little speculation about tomorrow.

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Assisted Intelligence: how smart machines will turbocharge tomorrow’s researchers

  1. 1. Assisted Intelligence: How AI will Turbocharge Tomorrow’s Researchers Mike Stevens, What Next Strategy & Planning Looking Forward Assisted Intelligence How AI will Turbocharge Tomorrow’s Researchers Mike Stevens What Next Strategy & Planning
  2. 2. Assisted Intelligence: How AI will Turbocharge Tomorrow’s Researchers Mike Stevens, What Next Strategy & Planning Looking Forward 5 ways AI is changing market research
  3. 3. Assisted Intelligence: How AI will Turbocharge Tomorrow’s Researchers Mike Stevens, What Next Strategy & Planning Looking Forward 1. Natural Language Processing analyEcs
  4. 4. Assisted Intelligence: How AI will Turbocharge Tomorrow’s Researchers Mike Stevens, What Next Strategy & Planning Looking Forward
  5. 5. Assisted Intelligence: How AI will Turbocharge Tomorrow’s Researchers Mike Stevens, What Next Strategy & Planning Looking Forward
  6. 6. Assisted Intelligence: How AI will Turbocharge Tomorrow’s Researchers Mike Stevens, What Next Strategy & Planning Looking Forward 2. Natural Language Processing interfaces
  7. 7. Assisted Intelligence: How AI will Turbocharge Tomorrow’s Researchers Mike Stevens, What Next Strategy & Planning Looking Forward
  8. 8. Assisted Intelligence: How AI will Turbocharge Tomorrow’s Researchers Mike Stevens, What Next Strategy & Planning Looking Forward
  9. 9. Assisted Intelligence: How AI will Turbocharge Tomorrow’s Researchers Mike Stevens, What Next Strategy & Planning Looking Forward
  10. 10. Assisted Intelligence: How AI will Turbocharge Tomorrow’s Researchers Mike Stevens, What Next Strategy & Planning Looking Forward
  11. 11. Assisted Intelligence: How AI will Turbocharge Tomorrow’s Researchers Mike Stevens, What Next Strategy & Planning Looking Forward
  12. 12. Assisted Intelligence: How AI will Turbocharge Tomorrow’s Researchers Mike Stevens, What Next Strategy & Planning Looking Forward 3. Natural Language Processing generaEon
  13. 13. Assisted Intelligence: How AI will Turbocharge Tomorrow’s Researchers Mike Stevens, What Next Strategy & Planning Looking Forward
  14. 14. Assisted Intelligence: How AI will Turbocharge Tomorrow’s Researchers Mike Stevens, What Next Strategy & Planning Looking Forward
  15. 15. Assisted Intelligence: How AI will Turbocharge Tomorrow’s Researchers Mike Stevens, What Next Strategy & Planning Looking Forward 4. Computer Vision
  16. 16. Assisted Intelligence: How AI will Turbocharge Tomorrow’s Researchers Mike Stevens, What Next Strategy & Planning Looking Forward
  17. 17. Assisted Intelligence: How AI will Turbocharge Tomorrow’s Researchers Mike Stevens, What Next Strategy & Planning Looking Forward
  18. 18. Assisted Intelligence: How AI will Turbocharge Tomorrow’s Researchers Mike Stevens, What Next Strategy & Planning Looking Forward
  19. 19. Assisted Intelligence: How AI will Turbocharge Tomorrow’s Researchers Mike Stevens, What Next Strategy & Planning Looking Forward
  20. 20. Assisted Intelligence: How AI will Turbocharge Tomorrow’s Researchers Mike Stevens, What Next Strategy & Planning Looking Forward 5. EmoNonAI
  21. 21. Assisted Intelligence: How AI will Turbocharge Tomorrow’s Researchers Mike Stevens, What Next Strategy & Planning Looking Forward
  22. 22. Assisted Intelligence: How AI will Turbocharge Tomorrow’s Researchers Mike Stevens, What Next Strategy & Planning Looking Forward
  23. 23. Assisted Intelligence: How AI will Turbocharge Tomorrow’s Researchers Mike Stevens, What Next Strategy & Planning Looking Forward
  24. 24. Assisted Intelligence: How AI will Turbocharge Tomorrow’s Researchers Mike Stevens, What Next Strategy & Planning Looking Forward 5 ways AI will impact researchers
  25. 25. Assisted Intelligence: How AI will Turbocharge Tomorrow’s Researchers Mike Stevens, What Next Strategy & Planning Looking Forward 1. Improved Business as Usual
  26. 26. Assisted Intelligence: How AI will Turbocharge Tomorrow’s Researchers Mike Stevens, What Next Strategy & Planning Looking Forward
  27. 27. Assisted Intelligence: How AI will Turbocharge Tomorrow’s Researchers Mike Stevens, What Next Strategy & Planning Looking Forward
  28. 28. Assisted Intelligence: How AI will Turbocharge Tomorrow’s Researchers Mike Stevens, What Next Strategy & Planning Looking Forward AI in Market Research28CLIENT CONFIDENTIAL AI improves data collecNon, processing, analysis and reporNng for surveys and qual research • Reduced fraud on panels • Better predictive models Guided insights Automated visualisation
  29. 29. Assisted Intelligence: How AI will Turbocharge Tomorrow’s Researchers Mike Stevens, What Next Strategy & Planning Looking Forward 2. Embedded Insight
  30. 30. Assisted Intelligence: How AI will Turbocharge Tomorrow’s Researchers Mike Stevens, What Next Strategy & Planning Looking Forward AI in Market Research30CLIENT CONFIDENTIAL Research tools Customer Experience Digital AnalyEcs Brand Management Product Management
  31. 31. Assisted Intelligence: How AI will Turbocharge Tomorrow’s Researchers Mike Stevens, What Next Strategy & Planning Looking Forward
  32. 32. Assisted Intelligence: How AI will Turbocharge Tomorrow’s Researchers Mike Stevens, What Next Strategy & Planning Looking Forward
  33. 33. Assisted Intelligence: How AI will Turbocharge Tomorrow’s Researchers Mike Stevens, What Next Strategy & Planning Looking Forward 3. Expert Enablement
  34. 34. Assisted Intelligence: How AI will Turbocharge Tomorrow’s Researchers Mike Stevens, What Next Strategy & Planning Looking Forward AI in Market Research34CLIENT CONFIDENTIAL Growth in specialised plaUorm management and analyNcs roles • Social listening • Digital analytics Customer experience management Customer / audience panels
  35. 35. Assisted Intelligence: How AI will Turbocharge Tomorrow’s Researchers Mike Stevens, What Next Strategy & Planning Looking Forward 4. Customer Strategy
  36. 36. Assisted Intelligence: How AI will Turbocharge Tomorrow’s Researchers Mike Stevens, What Next Strategy & Planning Looking Forward AI in Market Research36CLIENT CONFIDENTIAL More need for experts in customer- centric strategy and planning • Source- agnostic analytics • Domain expertise Commercial / financial strategy Cross- functional leadership
  37. 37. Assisted Intelligence: How AI will Turbocharge Tomorrow’s Researchers Mike Stevens, What Next Strategy & Planning Looking Forward 5. Human Empathy
  38. 38. Assisted Intelligence: How AI will Turbocharge Tomorrow’s Researchers Mike Stevens, What Next Strategy & Planning Looking Forward AI in Market Research38CLIENT CONFIDENTIAL AI will drive an increase in demand for deep qualitaNve human understanding • Ethnograph y • Customer closeness Human factors User experience research
  39. 39. Assisted Intelligence: How AI will Turbocharge Tomorrow’s Researchers Mike Stevens, What Next Strategy & Planning Looking Forward Final thought
  40. 40. Assisted Intelligence: How AI will Turbocharge Tomorrow’s Researchers Mike Stevens, What Next Strategy & Planning Looking Forward AI will be transformaEve for market research
  41. 41. Assisted Intelligence: How AI will Turbocharge Tomorrow’s Researchers Mike Stevens, What Next Strategy & Planning Looking Forward Reduced unit costs = Increased volumes
  42. 42. Assisted Intelligence: How AI will Turbocharge Tomorrow’s Researchers Mike Stevens, What Next Strategy & Planning Looking Forward AI in Market Research42CLIENT CONFIDENTIAL Price per million lumen-hours £GBP Look at what happened to arNficial light … UK consumption of lighting (bn lumen-hours) Source: Seven Centuries of Energy Services: The Price and Use of Light in the United Kingdom (1300-2000), Fouquet & Pearson, Jan 2006
  43. 43. Assisted Intelligence: How AI will Turbocharge Tomorrow’s Researchers Mike Stevens, What Next Strategy & Planning Looking Forward AI in Market Research43CLIENT CONFIDENTIAL Unit cost of research activities Total volume of research This is a great Nme to be working in research volume unitcost time
  44. 44. Assisted Intelligence: How AI will Turbocharge Tomorrow’s Researchers Mike Stevens, What Next Strategy & Planning Looking Forward but
  45. 45. Assisted Intelligence: How AI will Turbocharge Tomorrow’s Researchers Mike Stevens, What Next Strategy & Planning Looking Forward More research will be done outside of research teams and agencies than within them
  46. 46. Assisted Intelligence: How AI will Turbocharge Tomorrow’s Researchers Mike Stevens, What Next Strategy & Planning Looking Forward Thank You
  47. 47. Assisted Intelligence: How AI will Turbocharge Tomorrow’s Researchers Mike Stevens, What Next Strategy & Planning Looking Forward directory & thought leadership software & data platforms for research & analytics insight & strategy consulting for research teams, agencies & technology firms Mike Stevens mike@whatnextstrategy.com
  48. 48. Assisted Intelligence: How AI will Turbocharge Tomorrow’s Researchers Mike Stevens, What Next Strategy & Planning Looking Forward Q & A Mike Stevens What Next Strategy and Planning Sue York NewMR
  49. 49. Assisted Intelligence: How AI will Turbocharge Tomorrow’s Researchers Mike Stevens, What Next Strategy & Planning Looking Forward NewMR 2018 Sponsors CommunicaEon Gold Silver

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