Ray shares his findings, conclusions and recommendations about the state of emerging technologies in market research, based on the recent GRIT study. Find out what is hot, what is not, and where you should be focusing your future plans.

1. What are the emerging technologies in Market Research?
Ray Poynter, The Future Place
Festival of
#NewMR 2018
What are the emerging
technologies in market
research?
Where should your focus be
over the next two years?
Monday, 5 February, 2018 Ray Poynter
The Future Place

2. What are the emerging technologies in Market Research?
Ray Poynter, The Future Place
Festival of
#NewMR 2018
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3. What are the emerging technologies in Market Research?
Ray Poynter, The Future Place
Festival of
#NewMR 2018
Emerging Technologies
• Mainstream
• Bubbling
• Niche
• Why so stable?
• The key drivers of change
• Top :ps

4. What are the emerging technologies in Market Research?
Ray Poynter, The Future Place
Festival of
#NewMR 2018
Emerging Technologies
GRIT Notes
• Nov/Dec 2017
• Global
• Forward focused
• N = 1533
• Buyers = 343
• Suppliers = 1190

5. What are the emerging technologies in Market Research?
Ray Poynter, The Future Place
Festival of
#NewMR 2018
Mainstream – Mobile
Approach 2014 2015 2016 2017
Mobile Surveys 64% 68% 75% -
Mobile First Surveys - - - 50%
Mobile Qualita:ve 37% 34% 42% 44%
Mobile Ethnography 30% 31% 33% 35%
• About 30% to 40% of online surveys completed on mobile
• BUT! Most online surveys are not Mobile First, over half are
not even mobile friendly
• Rapid growth in video apps GRIT Base, 2017 = 1533

6. What are the emerging technologies in Market Research?
Ray Poynter, The Future Place
Festival of
#NewMR 2018
Mainstream – Online CommuniPes
Approach 2014 2015 2016 2017
Online Communi:es 56% 50% 59% 60%
Key Drivers General:
1. Focusing on customers instead of markets
2. Co-crea:onal
3. Longitudinal
Key Drivers Long-term:
1. Speed
2. Cost
3. Concerns about panel quality

7. What are the emerging technologies in Market Research?
Ray Poynter, The Future Place
Festival of
#NewMR 2018
Bubbling – Text AnalyPcs
Approach 2014 2015 2016 2017
Text Analy:cs 46% 38% 46% 46%
MulPple entry points:
1. Social media – moving beyond just sen:ment analysis
2. Voice of the customer
3. 1 and 2 ques:on surveys
4. Integra:on with automated transcrip:on, images, and videos
5. Semio:cs and long-text analysis

8. What are the emerging technologies in Market Research?
Ray Poynter, The Future Place
Festival of
#NewMR 2018
Bubbling Social Media AnalyPcs
& Big Data AnalyPcs
Approach 2014 2015 2016 2017
Social Media Analy:cs 46% 43% 52% 43%
Big Data Analy:cs 32% 34% 38% 38%
Approach Buyer Supplier
Social Media Analy:cs 60% 38%
Big Data Analy:cs 50% 35%
Byers = 343
Suppliers = 1190

9. What are the emerging technologies in Market Research?
Ray Poynter, The Future Place
Festival of
#NewMR 2018
New Thinking versus New Methods
Approach In Use 2014 2015 2016 2017
Micro Surveys 25% 25% 35% 34%
Behavioural Economics 25% 21% 29% 29%
Research Gamifica:on 23% 20% 25% 25%
Predic:on Markets 30% 31% 33% 35%
Method Influence Evolu:on

10. What are the emerging technologies in Market Research?
Ray Poynter, The Future Place
Festival of
#NewMR 2018
Niche By Nature
Approach In Use 2014 2015 2016 2017
Eye Tracking 34% 28% 35% 34%
Applied Neuroscience 13% 15% 16% 21%
Facial Analysis 18% 18% 24% 20%
Crowdsourcing 17% 12% 16% 15%
Virtual Environments / VR 17% 10% 14% 11%
LimitaPons
• Specificity
• Set up :me/cost/effort
• Marginal gains, rarely relevant

11. What are the emerging technologies in Market Research?
Ray Poynter, The Future Place
Festival of
#NewMR 2018
Not Ready for Prime Time
Approach 2014 2015 2016 2017
Internet of Things 12% 9% 14% 12%
Biometric Response 13% 10% 12% 12%
Sensor/Usage/Telemetry - 7% 11% 11%
Wearables based 7% 8% 10% 9%
Issues
• Good Precision versus Poor Coverage
• Poor integra:on with research tools and prac:ces
GRIT Base, 2017 = 1533

12. What are the emerging technologies in Market Research?
Ray Poynter, The Future Place
Festival of
#NewMR 2018
Why So Stable?
Average increase over 4 years just 3%
Average change over last 12 months -1%
Why?
• Innova:on goes in waves
– Innovate, trial, implement
• Linkage into mainstream research needs can be slow
– New stuff has to integrate into the insights eco-sytem
• Non-MR companies delivering to non-Insight teams

13. What are the emerging technologies in Market Research?
Ray Poynter, The Future Place
Festival of
#NewMR 2018
The Key Drivers of Change
Speed
Cost
Missing
Link
Quality

14. What are the emerging technologies in Market Research?
Ray Poynter, The Future Place
Festival of
#NewMR 2018
And Next?
1. Automa:on
2. More and more Video
3. Ar:ficial Intelligence

15. What are the emerging technologies in Market Research?
Ray Poynter, The Future Place
Festival of
#NewMR 2018
Top Tips
• Short-term changes are oeen overes:mated
– Long-term changes are oeen underes:mated
• Innova:ons need to be faster and cheaper to replace previous
solu:ons
• Niches can be useful / profitable – even if they are not large
• New tools need to integrate with the insights-ecosystem to
deliver consistent value

16. What are the emerging technologies in Market Research?
Ray Poynter, The Future Place
Festival of
#NewMR 2018
Q & A
Ray Poynter
The Future Place
Befy Adamou
Research Through Gaming

17. What are the emerging technologies in Market Research?
Ray Poynter, The Future Place
Festival of
#NewMR 2018
NewMR 2018 Sponsors
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