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WIRED	  FOR	  REAL	  TIME:	         The	  Technology	  Future	  of	  Marke<ng	  Research.	  	  	  Ipsos	  IOTX	  –	  Techn...
WE	  ARE	  PLANNING	               FOR	  WHAT’S	  NEXT	                                      We actively seek, observe and...
GLOBAL	  BRANDS	              DEMAND	  TRANSFORMATION	  TECHNOLOGY                SPEED                DECISIVE           ...
NEW	  COMPETITION	  &	  OPPORTUNITY	  The world is opening up for companies that previously couldn’t afford the researchan...
"The	  simple	  answer	  is	  (for	  P&G)	  to	  run	  the	  business	  in	  real-­‐<me,	  the	  ability	  to	  predict	  ...
"What	  you	  find	  is,	  as	  you	  digi<ze	  your	  work,	  the	  biggest	  issue	  doesnt	  become	  the	  ability	  to...
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	  &	  	 ...
BUILDING	  BLOCKS	  
LOCATION-­‐         VISUAL	  GAMIFICATION	     BASED	  /	  	   SEARCH	  SIMULATORS/	   GEO-­‐SOCIAL	                      ...
 	  SURVEY	  &	  	  	  	  	  SAMPLING	  
 	  INTERFACE
 	  AUTOMATION	  
 VISUALIZATION	  
 	  REPORTING	  
 	  ANALYSIS	  
gameifica<on	                                                                                 meta-­‐data	  partners	      ...
SAMPLE	  IMPLICATIONS	  • Combination of enhanced DIY tools and readily accessible respondents is dangerous and canmake th...
In-­‐Store	                                                            Diary	     Shopper	  Survey	                       ...
mobile	  possibiliMes	  • GEO LOCATION ANALYSIS• ACCELLEROMETER, GESTURE & MOTION SENSORING• PHOTO RECOGNITION & IMAGE ANA...
PLATFORM    PRODUCT  APPLICATIONANALYSIS TOOL
THE	  FUTURE	  IS…	     meta-­‐data	  exchanges	     immersive	  interfaces	                                    field	  aut...
meta-­‐data	  exchanges	                          Passive data networks and massive stored value held                     ...
Evolving from the growth of "gamified research", research and marketing insight specialists willcreate more consumer direct...
aggregaMon	  science	                          Complex statistical models, search algorithm,                        neural...
Intelligent applications will become a mainstream engagement method for marketing research and communication firms to reach...
mass	  sensoring	                             Integrated in-lab, enviro-mobile and online                            biome...
One dimensional interfaces and dashboards will                           increasingly evolve to three dimensional,        ...
analyMcal	  middleware	                  Powerful software tools, with data processing technology,                geo-temp...
field	  automaMon	                          Mobile tools, more immersive collaboration                        platforms and...
the	  fluid	  tracker	  	  E-doc/paper reporting will wane asprimary delivery method and custom online interfaces and web b...
lo-­‐fi	  field	  hacking	                               In emerging markets that are imperative to global                  ...
c-­‐suite	  technicians	    Pressured to evolve and adapt.. racing to achieve "real time" data tracking, responseand ROI.....
data-­‐as-­‐media	                          Research firms take on the client demand for data                            ap...
social	  enterprise	  command	   Social monitoring platforms will evolve tobecome "command and control" centers for    cli...
digital	  kpi	  	                           Marketers will model online, social and                         passive data t...
An old adage states…   “A picture is worth a 1,000 words.”   Today, embedded within the digitallifestream’s and open socia...
IMPLICATIONS	  
CULTURAL	  EVOLUTION	  INTEGRATED	  TECHNICAL	  SKILLS	  =	  SCIENCE	  +	  TECHNOLOGY	  FROM	  INFO	  TECH	  INFRASTRUCTUR...
IP	  TRANSFORMATION	      	  	  	  	  	  	  	  	  	  	  	  	  	  API	  &	  ALGORITHM	  ENGINEERS	      	  	  	  	  	  INTE...
For	  more	  informa<on	  contact:	  Andy	  Hunter,	  VP	  IOTX	  Futures	  	  andy.hunter@ipsos.com	  
Iotx futures research_futures_trends_2011
Iotx futures research_futures_trends_2011
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Iotx futures research_futures_trends_2011
Iotx futures research_futures_trends_2011
Iotx futures research_futures_trends_2011
Iotx futures research_futures_trends_2011
Iotx futures research_futures_trends_2011
Iotx futures research_futures_trends_2011
Iotx futures research_futures_trends_2011
Iotx futures research_futures_trends_2011
Iotx futures research_futures_trends_2011
Iotx futures research_futures_trends_2011
Iotx futures research_futures_trends_2011
Iotx futures research_futures_trends_2011
Iotx futures research_futures_trends_2011
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Iotx futures research_futures_trends_2011

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Iotx futures research_futures_trends_2011

  1. 1. 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  
  2. 2. 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. .
  3. 3. 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.
  4. 4. 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  
  5. 5. "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    
  6. 6. "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.”  
  7. 7. Stop  crea<ng  data    and  start  crea<ng   meaningful    u<lity  for  people.  
  8. 8.  The   WILL  BE   DELIVERED    Research     IN  REAL  TIME   Future  
  9. 9. DIGITAL  KEYS  TO     UNLOCKING  REAL-­‐TIME   DIGITAL  OBSERVATION  &     BEHAVIORAL  CONTEXT   AUTOMATED   DISTRIBUTED   COLLECTION  &  DATA   TESTING  &  PATTERN   FEEDS   EVALUATION   CONTINUALLY  LEARNING   PREDICTION  &  SIMULATION  TOOLS  
  10. 10. BUILDING  BLOCKS  
  11. 11. 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  
  12. 12.    SURVEY  &          SAMPLING  
  13. 13.    INTERFACE
  14. 14.    AUTOMATION  
  15. 15.  VISUALIZATION  
  16. 16.    REPORTING  
  17. 17.    ANALYSIS  
  18. 18. gameifica<on   meta-­‐data  partners   programming  diy  tools  white  label  rouMng  and  diy  tools   recruitment  based  apps   SAMPLE  TRENDS  
  19. 19. 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.
  20. 20. In-­‐Store   Diary   Shopper  Survey   App   SMS   Integrated   Polling     Techniques   Ad  EvaluaMon  Tools   Mobile  FacilitaMon  Behavioral   &  ModeraMon   Study     Social  Content    CuraMon   MOBILE  TRENDS  
  21. 21. 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
  22. 22. PLATFORM PRODUCT APPLICATIONANALYSIS TOOL
  23. 23. 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      
  24. 24. 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.
  25. 25. 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  
  26. 26. 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.
  27. 27. 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  
  28. 28. 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.
  29. 29. 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  
  30. 30. 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.
  31. 31. 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.
  32. 32. the  fluid  tracker    E-doc/paper reporting will wane asprimary delivery method and custom online interfaces and web based
  33. 33. 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.
  34. 34. 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.
  35. 35. 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.
  36. 36. 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.
  37. 37. digital  kpi     Marketers will model online, social and passive data to create blended scoring and equity measures that supplement traditional metrics.
  38. 38. 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  
  39. 39. IMPLICATIONS  
  40. 40. 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  
  41. 41. 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  
  42. 42. For  more  informa<on  contact:  Andy  Hunter,  VP  IOTX  Futures    andy.hunter@ipsos.com  

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