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Tyrone O'Neill Festival of NewMR 2017

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Tyrone O'Neill Festival of NewMR 2017

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Self-service data collection and research tools are already transforming the research industry. However the proliferation of big data management techniques and the rise of ‘second generation’ data science tools are starting to create a new super-cell of researchers who can do everything themselves, faster. This session discusses the rise of data science as a career discipline, how this is blurring traditional distinctions in agency, consulting, and client organizations between market researchers and others who work with data such as customer analytics and AI professionals, and the potential opportunities available for those ready to adapt.

Self-service data collection and research tools are already transforming the research industry. However the proliferation of big data management techniques and the rise of ‘second generation’ data science tools are starting to create a new super-cell of researchers who can do everything themselves, faster. This session discusses the rise of data science as a career discipline, how this is blurring traditional distinctions in agency, consulting, and client organizations between market researchers and others who work with data such as customer analytics and AI professionals, and the potential opportunities available for those ready to adapt.

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Tyrone O'Neill Festival of NewMR 2017

  1. 1. How data science is revolu1onising market research careers Tyrone O’Neill, Displayr Festival of #NewMR 2017 How data science is revolu1onising market research careers Tyrone O’Neill CEO, Displayr
  2. 2. How data science is revolu1onising market research careers Tyrone O’Neill, Displayr Festival of #NewMR 2017 What is the career outlook for market researchers in 10+ years? Job pos1ngs as at February 2017 (LinkedIn, US only): Market Research: 12K SPSS: 2K Data Science: 5K Sta1s1cs: 30K Analy1cs: 61K What do you think this profile will look like in 5 or 10 years?
  3. 3. How data science is revolu1onising market research careers Tyrone O’Neill, Displayr Festival of #NewMR 2017 But aren’t market researchers very different to data scien1sts? Market researchers Data scien1sts Source: Burtch Works 2016 (burtchworks.com)
  4. 4. How data science is revolu1onising market research careers Tyrone O’Neill, Displayr Festival of #NewMR 2017 Quant researcher Or are market researchers and data scien1sts more similar than we think? Qual researcher Data scien1st “Data analy1cs” 1. Computer programming. 2. Different kinds of data (mostly). Quant (maths/stats)
  5. 5. How data science is revolu1onising market research careers Tyrone O’Neill, Displayr Festival of #NewMR 2017 Is computer programming ability a sustainable difference between quant researchers and data scien1sts?
  6. 6. How data science is revolu1onising market research careers Tyrone O’Neill, Displayr Festival of #NewMR 2017 Disrup1on 1: Self-service data collec1on
  7. 7. How data science is revolu1onising market research careers Tyrone O’Neill, Displayr Festival of #NewMR 2017 Disrup1on 2: Self-service analysis and repor1ng
  8. 8. How data science is revolu1onising market research careers Tyrone O’Neill, Displayr Festival of #NewMR 2017 “In the last two years my recruitment profile has changed considerably. I have added two data scien1sts, a strategist, and a UX designer to a team which previously had only market researchers. Over 1me this diversifica1on will only increase.” Director Market Research, large client Survey data Behavioural data Disrup1on 3: Deep integra1on of diverse data sets Purchasing Online usage Loyalty behaviour Mobility Content viewing
  9. 9. How data science is revolu1onising market research careers Tyrone O’Neill, Displayr Festival of #NewMR 2017 Consequence: Disrup1on of tradi1onal DP structures Who is looking for a career in data processing? Implica1ons: Ø  Businesses with tradi1onal DP teams will be disadvantaged rela1ve to those with agile delivery models which empower end-analysts and researchers. Ø  Smaller agencies are splintering off larger ones and offering a faster, more responsive, lower-cost service for all-in-one quant (and qual) research. Ø  A highly skilled DP analyst has capabili1es in data quality assurance, data manipula1on, and process governance. These are s1ll valuable skills. However these analysts should consider learning programming techniques such as R or Python, or cross-skilling in self-service analysis packages.
  10. 10. How data science is revolu1onising market research careers Tyrone O’Neill, Displayr Festival of #NewMR 2017 Opportunity: The rise of the super-quant The Super-Quant: Ø  Can meet with clients, design research methodologies. Ø  Liaises with panel providers, uses online collec1on placorms. Ø  Leverages high-efficiency soeware to quality-check and clean data, producing preliminary repor1ng and cross-tabs. Ø  Uses the same soeware to produce more advanced analysis, models, and visualiza1ons. Ø  Integrates behavioral data (e.g. online or loyalty behavior). Ø  Communicates back with client or decision-maker.
  11. 11. How data science is revolu1onising market research careers Tyrone O’Neill, Displayr Festival of #NewMR 2017 Adap1ng to the era of data science 1.  Understand how to leverage other data types (e.g. online behavioral or loyalty data) and integrate with survey data. 2.  Understand the full range of quan1ta1ve techniques now available, including those from AI (e.g. deep learning, advanced text analy1cs). 3.  Learn to use R, or soeware which enables this. 4.  Leverage the emerging new capabili1es available in data visualiza1on (which should be subject of a talk in itself)! Quant market researchers are extremely well placed to benefit greatly from the career opportuni1es enabled by the growth in data science, if they are able to adapt in four key ways:
  12. 12. How data science is revolu1onising market research careers Tyrone O’Neill, Displayr Festival of #NewMR 2017 Thank You! Contact: tyrone.oneill@displayr.com www.qresearchsoYware.com
  13. 13. How data science is revolu1onising market research careers Tyrone O’Neill, Displayr Festival of #NewMR 2017 Q & A Tyrone O’Neill Displayr Andrew Jeavons Mass Cogni1on

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