This document discusses how expert systems and artificial intelligence can impact market research. It notes that modelling expert thinking is key to developing AI applications in this domain. Many routine tasks can be automated, like data collection, tabulation and statistical analysis, freeing up researchers for more complex work. This unlocks the potential for iterative research. However, the role of human researchers is still needed for consulting, research and development, and data science work that requires human judgment. The future may see more collaboration between machines that automate routine tasks and human experts.

1. Experts
vs
Machines:
Modelling
expert
thinking
key
to
AI
in
MRX
–
NewMR
Webinar
Christophe
Ovaere
&
Dave
Birch,
ZappiStore,
2016
Dave
Birch
CTO
-­‐
ZappiStore
18
August
2016
ArNficial
Intelligence
in
MR:
Expert
Systems

2. Experts
vs
Machines:
Modelling
expert
thinking
key
to
AI
in
MRX
–
NewMR
Webinar
Christophe
Ovaere
&
Dave
Birch,
ZappiStore,
2016
Agenda
● Defining
tomorrow’s
age
of
automaBon
&
expert
systems
● Where
value
is
derived
from
market
research
● Where
can
efficiencies
be
gained
● Opportunity
for
iteraBve
research
&
expert
systems
● How
far
can
you
go
with
automated
research?
● What
is
the
role
of
the
researcher?
● Future
of
truly
data-­‐driven
decision
making

3. Experts
vs
Machines:
Modelling
expert
thinking
key
to
AI
in
MRX
–
NewMR
Webinar
Christophe
Ovaere
&
Dave
Birch,
ZappiStore,
2016
“Any
fool
can
know.
The
point
is
to
understand.”
―
Albert
Einstein

4. Experts
vs
Machines:
Modelling
expert
thinking
key
to
AI
in
MRX
–
NewMR
Webinar
Christophe
Ovaere
&
Dave
Birch,
ZappiStore,
2016
Defining
AutomaNon
&
Expert
Systems
AutomaBon
is
the
use
of
computers
to
control
a
system
with
minimal
human
input.
In
arNficial
intelligence,
an
expert
system
is
a
computer
system
that
emulates
the
decision-­‐
making
ability
of
a
human
expert.
Expert
systems
are
designed
to
solve
complex
problems
by
reasoning
about
knowledge,
represented
as
if–then
rules
rather
than
through
convenBonal
code.
Machine
learning
will
induce
the
knowledge
from
the
experiences
of
if-­‐then
rules
into
the
system
by
creaBng
staBsBcal
probabiliBes
with
a
defined
outcome.

5. Experts
vs
Machines:
Modelling
expert
thinking
key
to
AI
in
MRX
–
NewMR
Webinar
Christophe
Ovaere
&
Dave
Birch,
ZappiStore,
2016
Where
Does
AutomaNon
&
Expert
Systems
Impact
Market
Research?

6. Experts
vs
Machines:
Modelling
expert
thinking
key
to
AI
in
MRX
–
NewMR
Webinar
Christophe
Ovaere
&
Dave
Birch,
ZappiStore,
2016
Changing
the
Game:
Time
and
$
Erosion
from
Manual
Processes
Time
(weeks)

7. Experts
vs
Machines:
Modelling
expert
thinking
key
to
AI
in
MRX
–
NewMR
Webinar
Christophe
Ovaere
&
Dave
Birch,
ZappiStore,
2016
New
Game
Book:
Robust
Research
Design
Powered
by
AutomaNon
Time
(hours)

8. Experts
vs
Machines:
Modelling
expert
thinking
key
to
AI
in
MRX
–
NewMR
Webinar
Christophe
Ovaere
&
Dave
Birch,
ZappiStore,
2016
What
Can
be
Automated?
TabulaBon
Data
CollecBon
Survey
ScripBng
VisualisaBon
Sample
Recruitment
StaBsBcal
Analysis

9. Experts
vs
Machines:
Modelling
expert
thinking
key
to
AI
in
MRX
–
NewMR
Webinar
Christophe
Ovaere
&
Dave
Birch,
ZappiStore,
2016
AutomaNon
Unlocks
IteraNve
Research

10. Experts
vs
Machines:
Modelling
expert
thinking
key
to
AI
in
MRX
–
NewMR
Webinar
Christophe
Ovaere
&
Dave
Birch,
ZappiStore,
2016
Deepmind
NHS
111
Service
Online
Credit
Report
Expert
Systems
Impact
All
Professions

11. Experts
vs
Machines:
Modelling
expert
thinking
key
to
AI
in
MRX
–
NewMR
Webinar
Christophe
Ovaere
&
Dave
Birch,
ZappiStore,
2016
Expert
Systems
in
Market
Research

12. Experts
vs
Machines:
Modelling
expert
thinking
key
to
AI
in
MRX
–
NewMR
Webinar
Christophe
Ovaere
&
Dave
Birch,
ZappiStore,
2016
How
Far
Can
You
Model
ExperNse?
What’s
Le_
for
Human
Researchers?
The
future
of
the
insights
profession
is
heading
towards
three
disBnct
pathways:
consulNng,
R&D
and
data
science.

13. Experts
vs
Machines:
Modelling
expert
thinking
key
to
AI
in
MRX
–
NewMR
Webinar
Christophe
Ovaere
&
Dave
Birch,
ZappiStore,
2016
Thank
You!
www.zappistore.com
contact@zappistore.com

14. Experts
vs
Machines:
Modelling
expert
thinking
key
to
AI
in
MRX
–
NewMR
Webinar
Christophe
Ovaere
&
Dave
Birch,
ZappiStore,
2016
Q
&
A
Ray
Poynter
The
Future
Place
Dave
Birch
ZappiStore