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Melanie Courtright AAA 2016

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Research Automation

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Melanie Courtright AAA 2016

  1. 1. Research  Automa.on  –  Agility,  Automa.on  &  AI   Melanie  Courtright,  Research  Now,  2016   Research  Automa.on   Melanie  Courtright   EVP,  Global  Products  &  Client  Services   Research  Now   18  August  2016  
  2. 2. ©  2016  Research  Now  Group,  Inc.   2   Automa@on  and  technology  are  driving  a  new  set  of  changes  in  market   research,  forcing  us  to  evolve  our  prac@ce   From  in  person  to  mail  to  phone   to  online  to  mobile,  our  modes   have  evolved  more  than  our   methods.     This  next  wave  of  change   requires  our  methods  to  evolve   to  survive.   A  New  Wave  of  Change Research  Automa.on  –  Agility,  Automa.on  &  AI   Melanie  Courtright,  Research  Now,  2016  
  3. 3. ©  2016  Research  Now  Group,  Inc.   3   Automa3on  Touches  Everything   Research  Automa.on  –  Agility,  Automa.on  &  AI   Melanie  Courtright,  Research  Now,  2016  
  4. 4. ©  2016  Research  Now  Group,  Inc.   4   Compe@ng  forces  eventually  merge  as  objec@ons  are  overcome  through   design  thinking     Resis@ng  Forces:   •  Desire  for  Trending  &  Comparability   •  Cannibaliza@on  Concerns   •  Fear  of  “Dumbing  Down”  Research   •  Fear  of  Making  a  Bad  Decision   •  Fear  of  “Sameness”   •  Fear  of  Reduced  Quality   Driving  Forces:   •  Speed  of  Consumer  Changes   •  Cost  and  Profitability  Needs   •  Internet  of  Things   •  Data  Data  Everywhere   •  Need  More  Time  to  Think   •  Need  for  Benchmarking   Forces    For  and  Against  Change Research  Automa.on  –  Agility,  Automa.on  &  AI   Melanie  Courtright,  Research  Now,  2016  
  5. 5. ©  2016  Research  Now  Group,  Inc.   5   Many  have  discussed  the  analogs  between  ad  tech  and  automa@on,     but  it  might  be  more  important  to  discuss  the  differences     Differences:   •  Representa@veness   •  Bias   •  Data  driving  marke@ng  and   strategy   •  The  price  of  mistakes   •  The  research  par@cipants   Similari@es:   •  Programma@c   •  Volume,  velocity,  variety,  veracity   •  Transparency  (price,  inventory,   etc.)   •  Buyer  power   •  Premium  layers   Adtech,  Martech,  Madtech,  and  “MRTech” Research  Automa.on  –  Agility,  Automa.on  &  AI   Melanie  Courtright,  Research  Now,  2016  
  6. 6. ©  2016  Research  Now  Group,  Inc.   6   The  Key  to  Success  Is…   Building     the  Mind     of  the   Researcher   Into  the   Technology   Research  Automa.on  –  Agility,  Automa.on  &  AI   Melanie  Courtright,  Research  Now,  2016  
  7. 7. ©  2016  Research  Now  Group,  Inc.   7  Research  Automa.on  –  Agility,  Automa.on  &  AI   Melanie  Courtright,  Research  Now,  2016  
  8. 8. ©  2016  Research  Now  Group,  Inc.   8   “We  Don’t  Want  to  Pay  for          Doing  Hands…     We  Want  to  Pay  for            Thinking  Minds.”   Our  Clients  are  Telling  Us Research  Automa.on  –  Agility,  Automa.on  &  AI   Melanie  Courtright,  Research  Now,  2016  
  9. 9. ©  2016  Research  Now  Group,  Inc.   9   Embracing  Automa3on  will  SAIV  you…       -­‐-­‐  Time   -­‐-­‐  Money   -­‐-­‐  Clients Research  Automa.on  –  Agility,  Automa.on  &  AI   Melanie  Courtright,  Research  Now,  2016  
  10. 10. ©  2016  Research  Now  Group,  Inc.   10   Standardiza3on Research  Automa.on  –  Agility,  Automa.on  &  AI   Melanie  Courtright,  Research  Now,  2016  
  11. 11. ©  2016  Research  Now  Group,  Inc.   11   Appifica3on Research  Automa.on  –  Agility,  Automa.on  &  AI   Melanie  Courtright,  Research  Now,  2016  
  12. 12. ©  2016  Research  Now  Group,  Inc.   12   Integra3on Research  Automa.on  –  Agility,  Automa.on  &  AI   Melanie  Courtright,  Research  Now,  2016  
  13. 13. ©  2016  Research  Now  Group,  Inc.   13   Visualiza3on Research  Automa.on  –  Agility,  Automa.on  &  AI   Melanie  Courtright,  Research  Now,  2016  
  14. 14. ©  2016  Research  Now  Group,  Inc.   14   Automa3on  Case  Study Brand  Health  Research   Research  Automa.on  –  Agility,  Automa.on  &  AI   Melanie  Courtright,  Research  Now,  2016  
  15. 15. ©  2016  Research  Now  Group,  Inc.   15   Standardiza3on Research  Automa.on  –  Agility,  Automa.on  &  AI   Melanie  Courtright,  Research  Now,  2016  
  16. 16. ©  2016  Research  Now  Group,  Inc.   16   Appifica3on Research  Automa.on  –  Agility,  Automa.on  &  AI   Melanie  Courtright,  Research  Now,  2016  
  17. 17. ©  2016  Research  Now  Group,  Inc.   17   Integra3on Research  Automa.on  –  Agility,  Automa.on  &  AI   Melanie  Courtright,  Research  Now,  2016   Holis@c   Data  Set   Customer   Data   Transac@on   Date   Survey  Data   Third  Party   Data   Behavioral   Data  
  18. 18. ©  2016  Research  Now  Group,  Inc.   18   Visualiza3on Research  Automa.on  –  Agility,  Automa.on  &  AI   Melanie  Courtright,  Research  Now,  2016  
  19. 19. 19  ©  2016  Research  Now  Group,  Inc.   19   Innovate   or   Evaporate! Melanie  Courtright   Research  Automa.on  –  Agility,  Automa.on  &  AI   Melanie  Courtright,  Research  Now,  2016  
  20. 20. Research  Automa.on  –  Agility,  Automa.on  &  AI   Melanie  Courtright,  Research  Now,  2016   Q  &  A   Ray  Poynter   The  Future  Place   Melanie  Courtright   Research  Now  

Research Automation

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