WIRED FOR REAL TIME: The Technology Future of Marke<ng Research. Ipsos IOTX – Technology Point-‐Of-‐View and Compe<<ve Benchmark RESEARCH FUTURES GROUP– August 8, 2011
WE ARE PLANNING FOR WHAT’S NEXT We actively seek, observe and experiment with new technologies. With curiosity, passion and process, we are creating the future, helping clients solve business problems more quickly, efficiently with an entrepreneurial spirit. .
GLOBAL BRANDS DEMAND TRANSFORMATION TECHNOLOGY SPEED DECISIVE INTEGRATED SOLUTION EVOLUTION TO MARKET ACTIONS DATA SET SERVICESGlobal business demands and disruptive market realities are moving the world’s largest brands tocreate agile processes and on-demand, entrepreneurial business cultures. Information and datafuel these new “networked” intelligence enterprises where continuous insight will work harder tosolve the everyday need and the universal, big picture business problems of the future.Insight in real time.
NEW COMPETITION & OPPORTUNITY The world is opening up for companies that previously couldn’t afford the researchand analytics data that is now readily available on the Internet.… research and analytics are now very inexpensive, and that’s causing thetraditional CMO world to change.”…marketing analysts will need to be steeped in mathematics and statistics skills. June 03, 2011 CMO.com/McKinsey 4
"The simple answer is (for P&G) to run the business in real-‐<me, the ability to predict what is going to happen. For that it is very important for us… to accelerate decision-‐making and to be able to respond on the ﬂy in a very agile way. What is cri<cal is to eliminate all the unnecessary human touch points.” P&G CEO BOB MCDONALD P&G CIO Filippo Passerini
"What you ﬁnd is, as you digi<ze your work, the biggest issue doesnt become the ability to digi<ze, the biggest issue becomes the source of data. … if Im only geng data from a provider once every three months, that data is worthless. . …Many suppliers cant supply in real P&G CEO BOB MCDONALD =me. So, we have discussions with many of those suppliers.”
Stop crea<ng data and start crea<ng meaningful u<lity for people.
The WILL BE DELIVERED Research IN REAL TIME Future
DIGITAL KEYS TO UNLOCKING REAL-‐TIME DIGITAL OBSERVATION & BEHAVIORAL CONTEXT AUTOMATED DISTRIBUTED COLLECTION & DATA TESTING & PATTERN FEEDS EVALUATION CONTINUALLY LEARNING PREDICTION & SIMULATION TOOLS
LOCATION-‐ VISUAL GAMIFICATION BASED / SEARCH SIMULATORS/ GEO-‐SOCIAL VOICE PREDICTIVE RECOGNITION REAL TIME TOOLS META DATA QUANTIFIED AUGMENTED SELF REALITY MAPPING LEVERAGING RFID / DISTRACTION SENSORS
gameiﬁca<on meta-‐data partners programming diy tools white label rouMng and diy tools recruitment based apps SAMPLE TRENDS
SAMPLE IMPLICATIONS • Combination of enhanced DIY tools and readily accessible respondents is dangerous and canmake the operational process of a “big company provider” a limitation instead of an advantage• Research and polling applications are numerous. Everyone from marketers to acquaintanceswants feedback. The request for information can become overwhelming and respondent levelbranding will be important.• As consumers become more conscious of passive data links and realize potential impact onprivacy trust will become more important. Its expected that information will only be shared with keypartners again speaking to importance of respondent level branding.
In-‐Store Diary Shopper Survey App SMS Integrated Polling Techniques Ad EvaluaMon Tools Mobile FacilitaMon Behavioral & ModeraMon Study Social Content CuraMon MOBILE TRENDS
mobile possibiliMes • GEO LOCATION ANALYSIS• ACCELLEROMETER, GESTURE & MOTION SENSORING• PHOTO RECOGNITION & IMAGE ANALYSIS• FRONT END CAMERA APP (FOR RESEARCH)• AUDIO/VIDEO AD RECOGNITION• PASSIVE/PREDICTIVE MOBILE BEHAVIOR MODELING• AUTOMATED SURVEY INTERCEPT• INTEGRATED PASSIVE DATA THRU APPS• MOBILE WEB CAM INTEGRATION• EXPLORE & SURVEY, GEO GAMIFICATION
THE FUTURE IS… meta-‐data exchanges immersive interfaces ﬁeld automaMon research-‐as-‐uMlity the ﬂuid tracker aggregaMon science lo-‐ﬁ ﬁeld hacking automated dialogue c-‐suite technicians mass sensoring digital kpi analyMcal middleware lifestream mining
meta-‐data exchanges Passive data networks and massive stored value held within millions of online web properties will be unlocked. Organic, automated data collection technology will evolve to continuously transfer anonymous data between brands, people and third party intelligence seekers. Concurrently, market based exchange markets for buying and selling data will emerge.
Evolving from the growth of "gamiﬁed research", research and marketing insight specialists willcreate more consumer directed digital tools andproducts that provide value to consumer with thetransparent objective to collect marketing data. research-‐as-‐uMlity
aggregaMon science Complex statistical models, search algorithm, neural networks, natural language processing, photo/video analysis, emotional sentiment mining and digital ethnography will evolve to create more meaning and actionable insight for marketers. The ﬁelds of marketing science, search, social science, and agent-based/predictive modeling will ramp up collaboration to yield innovative results.
Intelligent applications will become a mainstream engagement method for marketing research and communication ﬁrms to reach out to customers,survey respondents and connect with inﬂuencers in an more efﬁcient and effective way. automated dialogue
mass sensoring Integrated in-lab, enviro-mobile and online biometric research ﬁnally breaks through. Technology we see today within research lab environments, in-store with RFID, embedded within mobile devices via accelerometer and with every online behavior will blend to make biometric a more continuous, trackable method.
One dimensional interfaces and dashboards will increasingly evolve to three dimensional, interaction designed, data layered, geo-temporal and discovery based interfaces where users can surf, explore and determine insights. This will compliment more volumetric, measurement and ﬁnancial based interfacesimmersive interfaces
analyMcal middleware Powerful software tools, with data processing technology, geo-temporal mapping, and social clustering will become more accessible. Automated, easy to use analytical tools will be created to increase efﬁciency and speed to market value of research analysis, with a focus in intuitive, visual reporting at every step.
ﬁeld automaMon Mobile tools, more immersive collaboration platforms and aggregation processes will be created, enhancing the value of qualitative research and achieving continuous market access.
the ﬂuid tracker E-doc/paper reporting will wane asprimary delivery method and custom online interfaces and web based
lo-‐ﬁ ﬁeld hacking In emerging markets that are imperative to global brand business, inventive, lo-ﬁ mobile and "digital hacked" qualitative methods will emerge that connect to respondents that are digitally connected in ways less mainstream to western audiences.
c-‐suite technicians Pressured to evolve and adapt.. racing to achieve "real time" data tracking, responseand ROI.. big brands will merge the functions of information, research and information technology functions, disrupting the marketplace that marketing research orgsoperate in and pressing acquisition with back- end data enginerring, business intelligence,social monitoring and marketing software-as- service (SaaS) technology ﬁrms.
data-‐as-‐media Research ﬁrms take on the client demand for data applications and design by acquiring web development, info design, user experience, search, interface and mobile application resources typically connected to interactive agencies, technology design boutiques, and startup/vc funded business.
social enterprise command Social monitoring platforms will evolve tobecome "command and control" centers for clients to track, sense, respond toconsumers and collaborate to create new value and resonance in the marketplace.
digital kpi Marketers will model online, social and passive data to create blended scoring and equity measures that supplement traditional metrics.
An old adage states… “A picture is worth a 1,000 words.” Today, embedded within the digitallifestream’s and open social media forums of millions of people online lies an abundance of data in pictures, video’s,words and interactions. Making sense ofthese stories in a meaningful, automated way is the next frontier for marketing research. lifestream mining
CULTURAL EVOLUTION INTEGRATED TECHNICAL SKILLS = SCIENCE + TECHNOLOGY FROM INFO TECH INFRASTRUCTURE TO TECH PRODUCTIZATION SPECIALTY + AGILE, MATRIXED SOLUTIONS INSIGHTFUL LEAPS OF FAITH + RISK TAKING DESIGN + USER CENTRICITY UPFRONT SUSPENDING DISBELIEF = EXPERIMENTING WITH NEW MODELING HUMAN EXPERTISE FOR TECHNOLOGY
IP TRANSFORMATION API & ALGORITHM ENGINEERS INTERFACE DESIGNERS, WEB DESIGN + TECHNOLOGISTS LONG TERM ACQUISITION + PARTNER DEVELOPMENT STRATEGy ON & OFF ROADMAP PRODUCT DEVELOPMENT MARKETING & DIGITAL AGENCY COLLABORATION PRODUCT SPECIFIERS + USER EXPERIENCE STRATEGISTS EXPANDED DATA MANAGEMENT SKILLSETS
For more informa<on contact: Andy Hunter, VP IOTX Futures email@example.com