The blockchain is taking the world by storm. It has already impacted finance, insurance and real estate, has spawned the ICO and is now moving into the marketing and market research space. The blockchain is transforming B2B and B2C in ways we could not have imagined a few years ago and that trend is accelerating. If you want to understand what Blockchain, Cryptocurrencies, ICOs, Token sales and explore specific examples of how all this is now starting to impact our industry - this sets out to be a useful primer.

1. ©Rolfe Swinton 2018
Why Blockchain is a Big Deal for
MR . . ..
. . . and How it Can it Impact Sample Quality
Rolfe William Swinton
rolfe@swinton.org
©Rolfe Swinton 2018

2. ©Rolfe Swinton 2018©Rolfe Swinton 2018
Ø Open, global infrastructure on which other tech & apps can be built
Ø Decentralized, self-owned + self-controlled public ledger of transactions
Ø Complete user access to entire blockchain
Ø All transfers of information recorded in secure verifiable w cryptography
Ø Global distribution renders it tamper-proof
Ø Bypasses traditional intermediaries which lowers transaction costs
What is a Blockchain?

3. ©Rolfe Swinton 2018
Blockchain is the “trust protocol”
– Marc Andreessen
Blockchain enables trusted transactions directly between two or
more parties, authenticated by mass collaboration and powered
by collective self-interests, rather than by large corporations
motivated by profit.
©Rolfe Swinton 2018

4. ©Rolfe Swinton 2018©Rolfe Swinton 2018
(The Right) Incentives Work!
…motivated the building of the world’s
largest supercomputer (4x)…
…and created the Cryptocurrency, now
worth c. $182Bn, all self-directed – no
one told anyone to do anything
A whitepaper…

5. ©Rolfe Swinton 2018©Rolfe Swinton 2018
Bitcoin – Digital Scarcity
January 2009 – Genesis block – then not much…
Oct 5 2009 – first posted price of Bitcoin – 1/16 of a cent!
Bitcoin has the all features of money: fungibility, durability,
portability, high value / weight, uniformity, infinitely divisible,
accessibility, and scarcity
Plus it has an additional feature à the settlement layer – this
enables instant settled transactions

6. ©Rolfe Swinton 2018©Rolfe Swinton 2018
Blockchain & Metcalf’s Law
The Value of Networks Grows Exponentially

7. ©Rolfe Swinton 2018©Rolfe Swinton 2018
Don’t underestimate the pace of adoption though…
When did cowry shells finally stop serving as a form of currency?

8. ©Rolfe Swinton 2018©Rolfe Swinton 2018
Web vs Blockchain
Adoption Curves
0
5
10
15
20
25
2011 2012 2013 2014 2015 2016 2017
Number of Users
0
100
200
300
400
500
600
1995 1996 1997 1998 1999 2000 2001
Number of Users
3.5Bn people have access to the internet
5Bn people have bank accounts
Only c. 25M have a crypto wallet - VERY
EARLY DAYS IN ITS DEVELOPMENT
Number of Internet Users 1995-2002
Number of People With Crypto Wallets 2011-2017
M
M

9. ©Rolfe Swinton 2018©Rolfe Swinton 2018
Substantial Investment Coming into the
Blockchain Market Now
Year VC
Investment
(M USD)
ICO Funds
Raised
(M USD)
201
7
$680.65 $3,906.70
201
6
$601.15 $244.60
201
5
$490.48 c. $20M
201
4
$361.53 n/a
201
3
$95.05 n/a
201
2
$2.13 n/a
However, everyone (even the SEC) still working out the rules…

10. ©Rolfe Swinton 2018©Rolfe Swinton 2018
Why ICO? What is ICOed?
Token Types
• Utility
(services or units of services
that can be purchased)
• Security
(representing shares of a
business or equivalent)
• Cryptocurrency
(generation of units of currency
and their transfer)
Why ICO?
• Financial incentives for early adopters
• Drive growth of the ecosystem
• Provide on-going resources & incentives
to developers for fixes
• Non-dilutive capital
• Faster route to liquidity for investors
• Low-friction means to transact
Ultimately, all about incentives…

11. ©Rolfe Swinton 2018©Rolfe Swinton 2018
The World is Acting to Help Bring Some Order to Cryptos… Statement
from SEC Chairman Jay Clayton

12. ©Rolfe Swinton 2018©Rolfe Swinton 2018
The 10+ Year Evolution of Blockchain
No Longer Limited to Cryptocurrencies
What the app store was to mobile . . .
Internet
Mobile
Blockchain
1.0
[Crypto]
Blockchain
2.0 [Smart
Contract]
Blockchain 3.0
[Apps]

13. ©Rolfe Swinton 2018©Rolfe Swinton 2018
Impact on MR
Current and Future Applications

14. ©Rolfe Swinton 2018©Rolfe Swinton 2018
Are we at Peak Panel? So many ways people are exploiting technology
to commit fraud as the market drives down the price of sample

15. ©Rolfe Swinton 2018©Rolfe Swinton 2018
And Consumer confidence in
Data Security weakens

16. ©Rolfe Swinton 2018©Rolfe Swinton 2018

17. ©Rolfe Swinton 2018
Blockchain Companies Targeting Siloed Businesses

18. ©Rolfe Swinton 2018
Incentive Ecosystem to
Create & Share Content
On-demand, secure and low-cost
access to identity verification
Algebraix Data will enable individuals to
own and monetize their personal data
Earn bitcoin for answering
questions and completing tasks
Example Blockchain Companies Targeting MR Functions
Incentive-based Prediction
Markets
Decentralized data
exchange powered by
Ethereum

19. ©Rolfe Swinton 2018©Rolfe Swinton 2018
So . . .
. . . why does the blockchain matter
to MR?

20. ©Rolfe Swinton 2018©Rolfe Swinton 2018
1. Deals w MR issues: data security,
data authenticity, payment
2. Block 3.0 = massive acceleration
3. Significant cash coming in
4. ICOs drive community adoption
5. Growing in value exponentially
w adoption
6. Siloed models under attack
7. New, non-traditional entrants
with significant funding
8. Blockchain is GDPR friendly
9. Not only startups!
10.Lots of levers for MR to use, if
we choose!
10 Reasons Why Blockchain Matters
And How MR Is Perfectly Positioned To Utilize It

21. ©Rolfe Swinton 2018©Rolfe Swinton 2018
The Four Core Ways Blockchain Will Impact MR
(and Many Other Business Ecosystems)
1. Protect rights through immutable records
2. Create a true sharing economy (not more silos)
3. Enable people around the world to OWN and
MONETIZE their data (and protect their privacy)
4. Ensure fair compensation for the creators of data
and other similar things of value

22. ©Rolfe Swinton 2018©Rolfe Swinton 2018
Questions?
Blockchain / MR track
at IIeX in June