The document discusses the future of marketing research and how technology will transform the industry. It predicts that real-time data collection and analysis will be essential, requiring new skills like data science and technical abilities. Automation, mobile technologies, and data aggregation will allow for continuous insights. Research will focus on utility and delivering value to consumers through gamification and new interfaces. Data exchanges and "research as a utility" will become common.

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. 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. GLOBAL
BRANDS
DEMAND
TRANSFORMATION
TECHNOLOGY SPEED DECISIVE INTEGRATED SOLUTION
EVOLUTION TO MARKET ACTIONS DATA SET SERVICES
Global business demands and disruptive market realities are moving the world’s largest brands to
create agile processes and on-demand, entrepreneurial business cultures. Information and data
fuel these new “networked” intelligence enterprises where continuous insight will work harder to
solve the everyday need and the universal, big picture business problems of the future.
Insight in real time.

4. NEW
COMPETITION
&
OPPORTUNITY
The world is opening up for companies that previously couldn’t afford the research
and analytics data that is now readily available on the Internet.
… research and analytics are now very inexpensive, and that’s causing the
traditional CMO world to change.”
…marketing analysts will need to be steeped in mathematics and statistics skills.
June 03, 2011 CMO.com/McKinsey 4

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. "What
you
find
is,
as
you
digi<ze
your
work,
the
biggest
issue
doesn't
become
the
ability
to
digi<ze,
the
biggest
issue
becomes
the
source
of
data.
…
if
I'm
only
geng
data
from
a
provider
once
every
three
months,
that
data
is
worthless.
.
…Many
suppliers
can't
supply
in
real
P&G
CEO
BOB
MCDONALD
=me.
So,
we
have
discussions
with
many
of
those
suppliers.”

7. Stop
crea<ng
data
and
start
crea<ng
meaningful
u<lity
for
people.

8. The
WILL
BE
DELIVERED
Research
IN
REAL
TIME
Future

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. BUILDING
BLOCKS

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.
SURVEY
&
SAMPLING

13.
INTERFACE

14.
AUTOMATION

16. VISUALIZATION

17.
REPORTING

18.
ANALYSIS

20. gameifica<on
meta-­‐data
partners
programming
diy
tools
white
label
rouMng
and
diy
tools
recruitment
based
apps
SAMPLE
TRENDS

21. SAMPLE
IMPLICATIONS
• Combination of enhanced DIY tools and readily accessible respondents is dangerous and can
make the operational process of a “big company provider” a limitation instead of an advantage
• Research and polling applications are numerous. Everyone from marketers to acquaintances
wants feedback. The request for information can become overwhelming and respondent level
branding will be important.
• As consumers become more conscious of passive data links and realize potential impact on
privacy trust will become more important. Its expected that information will only be shared with key
partners again speaking to importance of respondent level branding.

22. In-­‐Store
Diary
Shopper
Survey
App
SMS
Integrated
Polling
Techniques
Ad
EvaluaMon
Tools
Mobile
FacilitaMon
Behavioral
&
ModeraMon
Study
Social
Content
CuraMon
MOBILE
TRENDS

23. 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

24. PLATFORM
PRODUCT
APPLICATION
ANALYSIS TOOL

25. 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

26. 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.

28. Evolving from the growth of "gamified research",
research and marketing insight specialists will
create more consumer directed digital tools and
products that provide value to consumer with the
transparent objective to collect marketing data.
research-­‐as-­‐uMlity

30. 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.

32. 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

34. 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.

36. 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 interfaces
immersive
interfaces

38. 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.

40. 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.

42. the
fluid
tracker
E-doc/paper reporting will wane as
primary delivery method and custom
online interfaces and web based

44. 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.

46. c-­‐suite
technicians
Pressured to evolve and adapt.. racing to
achieve "real time" data tracking, response
and ROI.. big brands will merge the functions
of information, research and information
technology functions, disrupting the
marketplace that marketing research orgs
operate in and pressing acquisition with back-
end data enginerring, business intelligence,
social monitoring and marketing software-as-
service (SaaS) technology firms.

49. 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.

51. social
enterprise
command
Social monitoring platforms will evolve to
become "command and control" centers for
clients to track, sense, respond to
consumers and collaborate to create new
value and resonance in the marketplace.

53. digital
kpi
Marketers will model online, social and
passive data to create blended scoring
and equity measures that supplement
traditional metrics.

55. An old adage states…
“A picture is worth a 1,000 words.”
Today, embedded within the digital
lifestream’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 of
these stories in a meaningful, automated
way is the next frontier for marketing
research.
lifestream
mining

57. IMPLICATIONS

58. 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

59. 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

60. For
more
informa<on
contact:
Andy
Hunter,
VP
IOTX
Futures
andy.hunter@ipsos.com