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The Challenges of Automation

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Automation is growing quickly, creating lots of new opportunities and simplifying otherwise quite mundane tasks. Financial pressures are making automation very attractive to research buyers who have to deliver more for less. This talk will look at how brands can protect the insights they may lose by trusting in new technology and the claims behind the technology. In addition, it will look at the possible effects on researchers, agencies and the industry if we let the human touch vanish completely.

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The Challenges of Automation

  1. 1. Challenges of using automation in technical research Jonathan Million, Blue Yonder Research Opportunities & Challenges in MR Challenges of Using Automation in Technical Research Jonathan Million
  2. 2. Challenges of using automation in technical research Jonathan Million, Blue Yonder Research Opportunities & Challenges in MR The Challenges of Using Automation in Technical Research Global Technical Researcher Director 20 years working in the FMCG Sector Key accounts: §  Unilever §  Reckitt Benckiser §  Mars Key Skills: §  Product Innovation §  Formulation §  Claims §  Category Challenges of using automation in technical research Jonathan Million, Blue Yonder Research Opportunities & Challenges in MR
  3. 3. Challenges of using automation in technical research Jonathan Million, Blue Yonder Research Opportunities & Challenges in MR Brands are under constant pressure to deliver more for less More Impact Less Resource / Investment Quicker
  4. 4. Challenges of using automation in technical research Jonathan Million, Blue Yonder Research Opportunities & Challenges in MR ‘Gives deeper insights while delivering efficiencies in time and money’ ‘Agency quality insight at machine speed’ ‘Gain deeper insights by using video’ ‘Video insight made easy’ Social Media Platforms/ Events/Direct Mail Brand Managers Marketing Managers Research Managers
  5. 5. Challenges of using automation in technical research Jonathan Million, Blue Yonder Research Opportunities & Challenges in MR ”Of course, it is always great to see videos of consumers…what we really need is actionable insight, understanding how consumers connect with our brands and the language they use by observing the unarticulated needs of consumers.” Human: What is an insight? Robot: You will have to tell me Robots don’t know what an insight is Challenges of using automation in technical research Jonathan Million, Blue Yonder Research Opportunities & Challenges in MR Robots rely on prediction models and programming, with no feeling or intuition. This is where the results of automation become questionable.
  6. 6. Challenges of using automation in technical research Jonathan Million, Blue Yonder Research Opportunities & Challenges in MR Online Shopper Category Development §  Consumers not in category context §  2 dimensional imagery on small screens, often mobile device. §  Cannot probe based on behaviour Video §  Doesn't see unarticulated wins/fails §  Can misinterpret consumers leading to inaccurate transcription §  Evidence of emotional data inconsistencies Are brands aware when automation does not deliver? Challenges of using automation in technical research Jonathan Million, Blue Yonder Research Opportunities & Challenges in MR Risks:
  7. 7. Challenges of using automation in technical research Jonathan Million, Blue Yonder Research Opportunities & Challenges in MR £25 per minute Brands have a difficult decision to make as costs vary massively Challenges of using automation in technical research Jonathan Million, Blue Yonder Research Opportunities & Challenges in MR £1 per minute Transcription Services from video
  8. 8. Challenges of using automation in technical research Jonathan Million, Blue Yonder Research Opportunities & Challenges in MR Insight AI Human Kids like ice cream Y Y The depth of insight Challenges of using automation in technical research Jonathan Million, Blue Yonder Research Opportunities & Challenges in MR Determine favourite basic flavours Y Y Favourite brand Y Y Who decides what to buy child/mum Y Y Where does this happen Y Y Kids feel overpowered by mum who wants to buy promotional deals N Y Kids struggle to communicate real feelings as not to upset mum and look ungrateful N Y
  9. 9. Challenges of using automation in technical research Jonathan Million, Blue Yonder Research Opportunities & Challenges in MR Human Sub samples of human analysed data Stages 2 and 3 will determine the advancing technology within automation. 3 levels for brands to protect undiscovered insights? 50/50 Robot/ Human
  10. 10. Challenges of using automation in technical research Jonathan Million, Blue Yonder Research Opportunities & Challenges in MR A presenter was asked, do we need data analysts anymore?...the answer was “probably, in the long term…no.” Concerns Challenges of using automation in technical research Jonathan Million, Blue Yonder Research Opportunities & Challenges in MR Agencies §  Agencies offering great value can lose work based on cost §  Agencies may take short cuts to compete with automation Researchers §  Researchers will be devalued §  New Researchers need to know that consumers are real and not just data §  Key to development of researchers to meet ‘consumers’ §  Without connecting to consumers, researchers will become robots The Industry §  The industry reputation depends on delighting clients by setting the right expectations §  Automation companies have a responsibility to limit their claims to reality by drawing a clear line through what they can and cannot achieve
  11. 11. Challenges of using automation in technical research Jonathan Million, Blue Yonder Research Opportunities & Challenges in MR Summing up More Impact Less Resource / Investment Quicker Challenges of using automation in technical research Jonathan Million, Blue Yonder Research Opportunities & Challenges in MR
  12. 12. Challenges of using automation in technical research Jonathan Million, Blue Yonder Research Opportunities & Challenges in MR Thank you!4325 Park Approach, Thorpe Park, Leeds, West Yorkshire LS15 8GB T: 0113 2044 020 E: info@blueyonderresearch.co.uk www.blueyonderresearch.co.uk Challenges of using automation in technical research Jonathan Million, Blue Yonder Research Opportunities & Challenges in MR
  13. 13. Challenges of using automation in technical research Jonathan Million, Blue Yonder Research Opportunities & Challenges in MR Q & A Jonathan Million Blue Yonder Research Your Photo Ray Poynter The Future Place

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