1. Automation is expected to be the biggest change in market research as processes need to be standardized to take advantage of automation. 2. United States-led tools and methods are likely required for global success as the U.S. is growing its share of the global market research industry. 3. Agile processes will become the new normal as the market research industry shifts towards more iterative testing and refinement of new products and services.

1. Ray Poynter, Japan, May 2017
May 2017
Ray Poynter
The Future Place and NewMR

2. Ray Poynter, Japan, May 2017

3. Ray Poynter, Japan, May 2017
• Mobile
• Communities
• Eye-tracking (many use it, but
not frequently)
• Beyond direct questions
(System 1 & 2, BE, Emotions)
• Storytelling
• Collaborative

4. Ray Poynter, Japan, May 2017
GRIT 2016
‘In Use’
Global 74%
Japan 61%
GLOBAL
34% prefer to use mobile
43% of under 35s prefer mobile
ASIA
Preference for mobile higher

5. Ray Poynter, Japan, May 2017
July 2014

6. Ray Poynter, Japan, May 2017
2015
GRIT 2016
Efficacy – does it work?
Scalable– can it grow into a big business?

7. Ray Poynter, Japan, May 2017
• Growth in applying the learning
• But, because non-scalable
• Stronger, than use of new methods
2015 Ray Poynter
Accurate predictions

8. Ray Poynter, Japan, May 2017
• Blended research (new)
• Messaging (and dark social)
• Automation
• Agile
• Recknology
• Analysis

9. Ray Poynter, Japan, May 2017
Surveys
Social
Media
System
2
System
1
Qual
Big
Data
F2F
Comm-
unities

10. Ray Poynter, Japan, May 2017
Dark
Social

11. Ray Poynter, Japan, May 2017HT Mardien Drew

12. Ray Poynter, Japan, May 2017
• Multiple sources
• Longitudinal
• Sparse data
• Imperfect data
• Beyond numerical data

13. Ray Poynter, Japan, May 2017
2015 Ray Poynter

14. Ray Poynter, Japan, May 2017
In use/piloting Rest of World Japan
Base 2583 54 Difference
Analysis Survey Data 56% 39% 17%
Charts&Infographics 56% 46% 10%
Text Analysis 53% 48% 5%
Social Media Analysis 46% 33% 13%
Sampling 42% 37% 5%
Survey Design 41% 35% 6%
Online qual moderaton 37% 20% 16%
Analys Image/Video 36% 29% 8%
Report Writing 32% 41% -9%
Project Design 30% 13% 17%
Attribution Analytics 26% 15% 12%
Biometric/non-conscious 25% 22% 3%
Match Suppliers/Buyer 18% 6% 12%
Match talen/projects 16% 4% 13%
Sneak Peek
GRIT 2017

15. Ray Poynter, Japan, May 2017
Minimum Viable
Minimum Viable Product
Design
Test
Refine
Launch
Waterfall Agile - Iterative
Design Test Refine Launch
Design Test Refine Launch
Design Test Refine Launch
Design Test Refine Launch

16. Ray Poynter, Japan, May 2017
• IoT (Internet of Things)
• Brain scanners
• But IAT is hot (Implicit Association Testing)
• Geolocation
• Immersive VR and AR – but could be
soon
• AI interactions (Artificial Intelligence)

17. Ray Poynter, Japan, May 2017
• Anything that is more expensive
– no matter how good
• 3D and interactive visualisation
– for end-client use
• Anything where users have to understand
how the method works

18. Ray Poynter, Japan, May 2017
Ray Poynter
The Future Place and NewMR

19. 1. Automation is the biggest
change happening in MR
2. USA-led tools are probably
required
3. Processes need to be
standardized to automate
4. ‘Global success’ requires
USA-style
5. Agile will be the new normal
6. Learning English is
necessary, but not sufficient

20. Ray Poynter, Japan, May 2017
• Japan a declining share of Global MR
• 2014 year lost #5 position to China
• 2006 Japan = 5% of Global MR$, 2015 Japan = 4%
• USA growing share (now about 45%)
• Most of the ‘new’ MR is USA-led (new. e.g. big data & analytics)
• 2006 USA+UK = 47% of Global MR$, 2015 = 61%
• Japanese MR almost unknown outside Japan
• Cultural differences slow down global Japanese MR
growth

21. Ray Poynter, Japan, May 2017

22. Ray Poynter, Japan, May 2017
Ray Poynter
The Future Place and NewMR