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ESOMAR Congress 2017 - The future of market research industry and profession in 10 years

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90% of the core activities of market research will be automated. Design, interpretation, guidance, and trust will typify the market research profession. This provocative session is highly relevant for researchers hoping to be successful in 2027.

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ESOMAR Congress 2017 - The future of market research industry and profession in 10 years

  1. 1. Visualising the market research industry in 2027 Make your dream come true Sarah Cunliffe | Samantha Bond | Joris Huisman Dirk Huisman
  2. 2. Imagine 2027 > 2 90%
  3. 3. Demographic Change Technologic & Economic Laws DNA of the Industry / Profession
  4. 4. Urbanisation
  5. 5. +/-2 33% Increasing Southern and Asian role
  6. 6. Changing social context
  7. 7. 7 Technologic / Economic Laws Pave the Way to 2027
  8. 8. - 8 CoaseTuring Technologic / Economic Laws
  9. 9. DNA of the industry
  10. 10. Economics Psychology Sociology Statistics Trust & Confidence Neurology Social networks Human Sexual Behavior Nutrition sciences Econometrics Psychometrics Ethology Cognitive sciences Neuroscience Consumer psychology Neuro sciences Social psychology Behavioral economics Sensory behavior Health sciences Marketing science Ethnography Behavioral psychology
  11. 11. DNA of the industry Receptive to new sciences 1 Receptive to new technologies 2 A tendency to specialize 3
  12. 12. Science Technical expert Trust & Confidence
  13. 13. Science Technical expert Trust & Confidence Issue expert
  14. 14. Trust & Confidence Speed Science Issue expert Tech. expert
  15. 15. Trust & Confidence Inspiration Strategic Understanding Empathy Market Understanding Show Impact Knowledge exchange
  16. 16. Business decisions Consumer decisionbehavior
  17. 17. Extensive Limited, habitual Lifelong learning / Imprinting More variety Reactive Complexity reduction Needs based Circular
  18. 18. 19 Extensive Limited, habitual User Experience Higher Expectations New Criteria Automatic ordering Less control
  19. 19. Business decisions Tactical Short term Strategic Long term Be prepared, 10 year horizon Continuous efficiency drive
  20. 20. Business decisions Tactical Short term Strategic Long term Highly automated Cost of decision ↓↓↓ Number of decisions ↑↑↑ Competition across industries and vertical More complex decisions  deeper understanding 2 – 5 years recurrent decisions
  21. 21. ‘It is not the strongest of the species that survives, nor the most intelligent that survives. It is the one that is most adaptable to change’ ~ Charles Darwin ~
  22. 22. Consumer decisionbehavior
  23. 23. New mathematical models Anywhere, every touchpoint, any moment, Program, instruct, control Dynamic concentration Consumer based value creation
  24. 24. Pre-defined solitions Technology rules, “we” design 90% of current studies Venture capital and innovation
  25. 25. Challenging + rewarding Combining different data-sources Master many solutions $$$$
  26. 26. Strategic impact Impact of tactical decisions e-disruption Regain trust of leaders
  27. 27. the best 3 experts 2 out of 3 Insource and invest
  28. 28. x2
  29. 29. SKIMgroup.com Dirk Huisman Chairman SKIM Holding d.huisman@skimgroup.com Joris Huisman Managing Director j.huisman@skimgroup.com Samantha Bond Research Manager s.bond@skimgroup.com @Sarah_Cunliffe@JorisHuisman Sarah Cunliffe Research Manager s.cunliffe@skimgroup.com

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