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Why Big Data, AI and ML is the friend of MR not the enemy

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At many conferences and roundtables and even over coffee breaks and chat rooms there is the conversation on the threats that Big Data, AI and ML are to the industry. It is true that these evolutions in data collection and technology-enabled analytics are changing the face of research but I believe that it is only making us strong – an opportunity not a threat. In this presentation I will talk about the opportunity that is in front of us and what we need to do to harness it. From automation of the mundane, to reducing bias and shortening timelines. We will also explore the challenges of when big data becomes obese data and how we in the MR industry are perfectly situated to unlock the potential with the application of our highly relevant skill sets.

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Why Big Data, AI and ML is the friend of MR not the enemy

  1. 1. Why Big Data, AI and ML is the friend of MR not the enemy Vanessa Oshima, Heart Data The Future of Data Collection
  2. 2. Why Big Data, AI and ML is the friend of MR not the enemy Vanessa Oshima, Heart Data The Future of Data Collection NewMR 2018 Sponsors Pla>num Gold Silver Communica>on
  3. 3. "IN TODAY’S WORLD, EVERY COMPANY IS AT RISK OF HAVING A “KODAK MOMENT”— WATCHING ITS INDUSTRY AND THE COMPETITIVE ADVANTAGES IT HAS DEVELOPED OVER YEARS, EVEN DECADES, VANISH OVERNIGHT.” David Butler
  4. 4. Why Big Data, AI and ML is the friend of MR not the enemy Vanessa Oshima, Heart Data The Future of Data Collection KNOWING WHAT IS CHANGING & WHAT IS NOT
  5. 5. Why Big Data, AI and ML is the friend of MR not the enemy Vanessa Oshima, Heart Data The Future of Data Collection THISISNOTJUSTA“LOOK”CHANGE
  6. 6. Why Big Data, AI and ML is the friend of MR not the enemy Vanessa Oshima, Heart Data The Future of Data Collection ITSAPARADIGMSHIFT
  7. 7. Why Big Data, AI and ML is the friend of MR not the enemy Vanessa Oshima, Heart Data The Future of Data Collection 5 THINGS I HAVE LEARNED WHILE WORKING WITH AI AND ML
  8. 8. Why Big Data, AI and ML is the friend of MR not the enemy Vanessa Oshima, Heart Data The Future of Data Collection DATACREATIONISNOLONGERTHENEED ITONCEWAS What has changed 1
  9. 9. Why Big Data, AI and ML is the friend of MR not the enemy Vanessa Oshima, Heart Data The Future of Data Collection COMPANIESWOULDNOLONGERSPENDRESEARCH$$TO PAYRESEARCHCOMPANIESFOR DATACREATION WHAT IF USAGE AND ATTITUDE BRAND TRACKING PRICING HOME USE TESTS AD AWARENESS ETC
  10. 10. Why Big Data, AI and ML is the friend of MR not the enemy Vanessa Oshima, Heart Data The Future of Data Collection DATA DATAISNOLONGERBIG…2
  11. 11. RESEARCHER’S(NEW)ROLE We are experts at this From creating data to ensuring its rigor
  12. 12. Why Big Data, AI and ML is the friend of MR not the enemy Vanessa Oshima, Heart Data The Future of Data Collection ITSTARTSWITH(THERIGHT) QUESTION 3
  13. 13. Why Big Data, AI and ML is the friend of MR not the enemy Vanessa Oshima, Heart Data The Future of Data Collection WEKNOWHOWTOIDENTIFYTHEREAL ISSUESANDQUESTIONS Our role
  14. 14. Why Big Data, AI and ML is the friend of MR not the enemy Vanessa Oshima, Heart Data The Future of Data Collection SOCIALLISTENINGISMOREPOWERFULWHEN WETELLITWHATTOLISTENFOR
  15. 15. Why Big Data, AI and ML is the friend of MR not the enemy Vanessa Oshima, Heart Data The Future of Data Collection RESEARCHER’S(NEW)ROLE From designing ques>onnaires to designing algorithm guidelines
  16. 16. Why Big Data, AI and ML is the friend of MR not the enemy Vanessa Oshima, Heart Data The Future of Data Collection MACHINES CAN AUTOMATE AND PROVIDE SPEED 4
  17. 17. Why Big Data, AI and ML is the friend of MR not the enemy Vanessa Oshima, Heart Data The Future of Data Collection MACHINESDON’THAVEBIAS (ANDARESTILLLEARNINGTHENUANCESOFLANGUAGE) 5
  18. 18. Why Big Data, AI and ML is the friend of MR not the enemy Vanessa Oshima, Heart Data The Future of Data Collection The skills we have become indispensable
  19. 19. Why Big Data, AI and ML is the friend of MR not the enemy Vanessa Oshima, Heart Data The Future of Data Collection MY EXPERIENCE: THE AUTOMATION OF SEMIOTICS COLLECTING INFORMATION TIMELINE EXPEDITED FINDING PATTERNS BIASES ELIMINATED INTERPRETING THE OUTPUTS MORE TIME FOR INSIGHTS MACHINE HUMANHUMAN
  20. 20. Why Big Data, AI and ML is the friend of MR not the enemy Vanessa Oshima, Heart Data The Future of Data Collection THE SECRET OF CHANGE IS TO FOCUS ALL OF YOUR ENERGY NOT ON FIGHTING THE OLD BUT ON BUILDING THE NEW Socrates STAYING AHEAD OF THE CURVE
  21. 21. THERE IS NO GOING BACK THANK YOU HEART-DATA VANESSA@HEART-DATA.COM
  22. 22. Why Big Data, AI and ML is the friend of MR not the enemy Vanessa Oshima, Heart Data The Future of Data Collection Q & A Vanessa Oshima Heart Data Sue York NewMR

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