The document discusses automation in market research. It defines automation and outlines an agenda on the topic. Automation can reduce human intervention and increase efficiency by using computers and electronic devices to control processes. In market research, areas like data collection, analysis, and reporting can be automated. While automation is in high demand for data collection, the reality remains in early innovation stages. The document emphasizes that successful automation means adapting roles for people and putting them first to seize new opportunities rather than replacing them. It concludes that automation is now mandatory for driving change and should be a core competence across all business aspects.

1. Market Research
Automation – Part 1 June
2017

2. Today’s Agenda
 Understanding Automation
 Technology advances & AI: Intelligent Automation
 Marketing Automation: the big picture
 Market Research Automation: Hype or Game Changer?
 What to automate in Market Research?
 Data Collection Automation: the ideal X the reality
 Humans + Machine: Opportunities for Market Research
 Key Take Aways & Recommendations
 Q&A

3. Automation is ...
“the technique, method, or system of operating or
controlling a process
by highly automatic means, as by electronic devices
, reducing human intervention to a minimum.”

4. Automation is ...
“The use of computers to control a particular process
in order to increase reliability and efficiency, often
through the replacement of employees. ”

5. Source: https://www.slideshare.net/AccentureTechnology/intelligent-automation-tech-vision-2016-trend-1?qid=0b9b8d7c-2b77-4cef-aaeb-95a4dbf355e6&v=&b=&from_search=8

6. Source: https://www.slideshare.net/AccentureTechnology/intelligent-automation-tech-vision-2016-trend-1?qid=0b9b8d7c-2b77-4cef-aaeb-95a4dbf355e6&v=&b=&from_search=8

7. Source: https://www.slideshare.net/AccentureTechnology/intelligent-automation-tech-vision-2016-trend-1?qid=0b9b8d7c-2b77-4cef-aaeb-95a4dbf355e6&v=&b=&from_search=8

8. Source: http://chiefmartec.com/2017/05/marketing-techniology-landscape-supergraphic-2017/

9. Digital Marketing hype cycle 2016-2017
Source: https://www.slideshare.net/OracleMarketingCloud/marketing-automation-trends-what-we-can-expect-in-2017

10. “Over a third of both clients and suppliers said automation is a
game changer with well over another third saying it was a trend
that bore watching. “
Market Research Automation
Source: GRIT Q3-Q4 2016

11. PLANNING &
DESIGN
DATA COLLECTION ANALYSIS &
REPORTING
Market Research: What to Automate?
Low High Medium

12. THE IDEAL THE REALITY
X
Data Collection Automation

13. Programmatic
Sample Buying DIY Surveys
Trackers &
Sindycated
Studies
Data Collection Automation – High Demand

14. Chat bots as interviewers 
Data Collection Automation – Early Innovation Stage

15. Opportunity: Putting people first and evolving their roles and skills
to seize advantage.

16. Opportunity: Putting people first and evolving
their roles and skills to seize advantage
Evolving, not replacing
Analysts – bring strengths to the
table that are not about purely
rational, codifiable cognition, with
more big-picture thinking and a
higher level of abstraction than
computers can provide.
Let the machine do the things that are
beneath you, and take the opportunity to
engage with higher-order concerns.

17. Opportunity: Putting people first and evolving
their roles and skills to seize advantage
Evolving, not replacing
Data Scientists –understand how
software makes routine decisions so
you monitor and modify its function
and output.
You can interfere as necessary in special
cases or experiments, as well as to improve
the algorithms.

18. Opportunity: Putting people first and evolving
their roles and skills to seize advantage
Evolving, not replacing
Story Tellers – you are
better at considering the
big-picture than any
software.
Use your intuition and
creativity to tell the story
behind the data.

19. Opportunity: Putting people first and evolving
their roles and skills to seize advantage
Evolving, not replacing
Specialists – specialize in
something for which no
computer program has yet
been developed.
An anthropologist, for example, has
deep expertise in observing and
interpreting human behavior than any
computer.

20. Opportunity: Putting people first and evolving
their roles and skills to seize advantage
Evolving, not replacing
Innovators – build the next
generation of market
research applications or
smart machines.
A digital innovator takes hold of new
ways to use data and optimize its usage
for key decision-making.

21. Market Research Automation isn’t an option, it’s mandatory.
3 high--level takeaways:
Power to drive change:
Drive change through
automation.
People first:
Successfully driving change
means adapting the enterprise:
organization, culture, skills,
experience.
Automation as a core
competence:
Pervasive capability for every
aspect of your business.

22. Thank you!
Adriana Rocha
@adricrocha
adriana_rocha@ecglobal.com